Podcasts about two comma club coaching program

Here is the exciting wrap up of the final two days of this year's Funnel Hacking Live event! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up everybody, this is Russell. Welcome back to the Marketing Secrets Podcast. All right, I'm going to break down day number three and day number four of Funnel Hacking Live for you. All right, so day three is where we start transitioning into... For me, if I go in very funnel specific, I like taking people through on this day, the bottom of the value ladder, moving up, and just showing a lot of different ways to build funnels, because there's so many different ways to do it. You can have book funnels, and challenge funnels, and webinar funnels, and high ticket funnels, and a million other things in between, summit funnels. Yeah, there's a lot of stuff, and so on day three I started going into this. And the very first person that we had speak in the morning was Kiana Danial, and she's someone who has been on every news channel a million times, Fox news, CNBC, all the business stuff, talking about investing and things like that. And she thought that was going to make her a bunch of money, but it didn't. And she ended up joining our Two Comma Club Coaching Program a couple of years ago, and we got her focusing on driving all that traffic to a funnel, and in no time she became a Two Comma Club winner. And so it was cool having her tell that story, just showing all these things that she thought meant it was going to be money like, "I thought I'd be on TV on all these shows all the time. I thought these things were going to be the things that made me money, but it wasn't. It wasn't until I actually had a funnel, I had a way to convert people into customer, that I started making money. And so it was really cool hearing her presentation. And then after that, we started moving up the value ladder. So next was Pedro Adao, and Pedro has become infamous for challenge funnels, not like challenge funnels like The One Funnel Away, which is a paid challenge funnel, but doing free challenge funnels. And Pedro talked about that, and he was awesome, he was on fire people went crazy. This is actually important, the one reason I had Pedro in here is because inside the new Two Comma Club Coaching Program, if somebody chooses the expert route, the first eight weeks we focus on them all doing a challenge, and so it's fun for them, they'll see through Pedro what these challenge funnels look like. And then later in the pitch, we would come back and say, "Oh, that thing that Pedro did, we're going to be doing that." And Pedro is going to be one of the coaches helping on that, which is really cool. So Pedro talked about free challenge funnels. After he was done, then Peng Joon, he's one of my favorite speakers, but he was stuck in Malaysia. We almost didn't know if he was going to come, he's like... Anyway, it was a big deal to get him here, and luckily he made it to the States. And what was cool is he showed how you can basically take a 30 minute presentation and turn a 30 minute presentation into an entire business, and he showed how he did it. With last time we spoke at Funnel Hacking Live, he took his presentation, he made it a book, and from there he had an upsell of the audio book, and the episode, the done for you version, and the done with you version, and he showed the whole process, how you can take one 30 minute presentation and turn it into entire business, and lead with the book funnel, and that was really cool to see that. I think it's something that most people could do pretty simply and pretty easily. After Peng Joon, then we started moving up the value ladder a little higher to Lauren Golden, and Lauren, she's built her empire, and she won multiple Two Comma Club awards, primarily through webinar funnels. So she talked about webinar funnels, showed her process there, and then she talked about other bunch of the cool things that she was really excited talking about as well, but it was the next phase of the value ladder, is like, "Hey, here's a webinar funnel." After Lauren was done, then Sarah Petty had been doing live event funnels and crushing it, and doing huge volume. The market she serves are photographers. A lot of times people think, "Well, there's not much money in photography. Photographers aren't going to pay for high ticket things." But Sarah does these virtual live events and gets photographers on them, and then from there sells a really expensive high-end coaching, and they're killing with it. And it's just really cool to see cause they do a lot of just things that I don't think through. I don't know if it's like feminine masculine, or maybe she's just more creative than me, probably that one. Anyway, but all these cool things where when someone signs up for a virtual event, they get this box, and the box has them unlocked like, "Open this thing first, this thing second, this thing third." Takes them through this whole journey, but that's what Sarah talked about, which was amazing. And then, after that, then Eileen Wilder spoke about high ticket sales, and her presentation was really fun for me because she quoted a lot of the old time personal development people who I'm studying right now, and so it was fun for me because I was like, "I'm reading about these people right now." And she's quoting them, and she's talking about them, and her presentation was awesome. That got my wife all fired up. Collette was like, "Eileen got me on fire. I got so excited about everything." And so hers was awesome. And the whole morning, it was just power-packed, and fun, and exciting, and everybody ran over on time, so there was all the stress for me and everyone on our team, but man, it turned out awesome. That morning was great. So after that, then we went and we broke to lunch. Now a couple of things we did, is we broke to lunch, and we had a special lunch for anybody who'd won a Two Comma Club award in the past. And that was for a couple of reasons, number one, to give them a free lunch, but then also, some of you guys know that I've recently reopened my inner circle, and one of the qualifications to be in the inner circle is to have won a Two Comma Club award. So we had all the Two Comma Club winners at lunch, and then we told them about the inner circle and invited them to join if they wanted to, and we end up signing up a lot of people into the new inner circle, which was awesome. It was really a soft pitch, I just said, "This is what it is, if you're interested, go sign up, and then go back and have some lunch." And so it wasn't a hard pitch, it was just letting them know there's an opportunity and that's what's happening. So we had lunch, after lunch we got back, and I was excited because over the last year... So I become really good friends with a dude named Nick. I'm going to probably mispronounce the last name. He's got the hardest last name ever, so I apologize in advance Nick, if I mess up, but Nick Santonastasso. Oh, man. Anyway, if you guys know Nick, he was born with one arm and no legs. Two arms, one arm was really small though, and the other one has got one finger on it, stuff like that. I connect to him a while ago, and he was the wrestler too, which was really fun. In fact, he came to my house and I wrestled him, and we got video of us wrestling, but just someone who's such a cool dude, I just love him. And he gave a presentation called Play The Hand That You're Dealt With, and showing people that like, "Man, life is tough. You've got a lot of hard things." But he's like, "Look at the hand I was dealt yet." Yeah, because even with this stuff he's become a bodybuilder, and he's become a coach, and he's become a speaker, and all these amazing things. He was a wrestler. Just because he was born with something that would have made life harder, he has a strong mind, and he was able to do such amazing things. So it was awesome, Nick there speaking. And then when Nick got done, it was time for me to do my presentation, to let people know about our coaching program. And every year this is hard for me, because those who had studied my stuff, they know how I sell, and so I tend to start selling, they're like, "Oh, here it comes, Russell is trying to sell something." And so this presentation was a little different than a traditional perfect webinar. The elements were all there, but it was wrapped differently. But this was one where I was actually talking about personal development, which is something I haven't talked a lot about, but I've been geeking out recently. I'm working on a book, and so I just have a lot of stuff top of mind right now. Yes, I do that presentation about that kind of stuff, and then after the presentation was towards the end, then we talked to people about success inside of our coaching program. Every year we redesign Two Comma Club X. We make it a little different, we get feedback and make tweaks and changes. And one of the biggest things that we're noticing now is that half our audience are people who want to be experts, and half our audience are people who are selling physical products. And our coaching is always steered more so towards people who are experts, because that's what I'm better at, right? And so this year we decided to partner with Alison Prince, who is someone who I just have so much love and respect for, and we decided to break it down into two tracks. There's one track that's the e-comm track, and one track that's the expert track, and people will get to pick which one they want. And Alison also helped us line up momentum coaches, and a whole bunch of other amazing things, and just really tweak the program in a powerful, powerful way. And when I did the presentation, I got to bring Alison out to talk about it as well. And people hadn't met Alison yet, so it was a weird thing to figure out how to do the presentation, to get people weaved in to get to know her in a short period of time. And then, also from there do our pitch, a new coaching program. And so what's cool with Alison, she, I don't know, she made 40 or $50 million on physical products, it's crazy. But when I met her, she was trying to learn how to become an expert. And so it's fun because I was able to tell her story about... Or excuse me, I told the story, but she told it as well, like, "I wanted to learn how to be an expert, and so I came to Russell, and he taught me these things, we did the webinar together, and boom, and I built this whole thing where Alison's won two Comma Club Awards, two Comma Club X, and this year she won two Heart Awards , which means they gave over a million dollars to charity. And she was like, "I was able to do that because of the expert business that Russel taught me. And then we were able to flip the tables and be like, "Now, Alison sends out physical product stuff. In fact, two weeks ago, I decided I wanted to see how well her stuff worked to see how much we could do, so we followed her process and put together an e-comm product, and we launched it, and we ended up doing, I think it was 15 or 16 grand in two weeks off of just following Alison's process. And I'm like, "This stuff actually works, this is so cool." And so we had both those case studies and like, "These are the two paths. Who here wants to be experts who wants to be e-comm?" It was a 50/50 split. I'm like, "Okay. Cool thing is that you can pick whatever you want in the program." And then from there we sold the Two Comma Club X Coaching Program. And then after people signed up, Todd and I got pictures of all the buyers. So they have a picture of me and them and Todd up on stage they can look at as they're trying to work towards winning Two Comma Club award. And so that went really, really well. Sales crushed it, Alison is so good. And after dinner, then we had Alison come back and do a whole hour long workshop, teaching her process and how it works, and showing all the things. And so she did her presentation after dinner, which was really, really cool. And then we soft pitched TCCC again before we went to bed that night. That's what happened at day number two, and so it was amazing. We got to go through the entire value ladder doing funnels. We had a chance to hear Nick just motivate the heck out of you, and you get excited about what's possible. And then I got to do my personal development stuff, and then Alison, and Alison got to come in and talk about physical products. So that was the end of day number three, and at day number four, and I'm just going to go directly to day four, because three and four weave together. Day number four is where I came out in the morning, I did a presentation called Bootstrapped, which is how we built our business, we bootstrapped it. And I actually announced a new award called the Bootstrapped Entrepreneur of the Year Award. I talked about that, and then my twins were here at Funnel Hacking Live this year. So I brought them on stage, helped me show the new awards, which are insanely cool. And I did a presentation showing how we bootstrapped ClickFunnels, and ups and the downs, and told that story. And then we did what's called the re-pitch, which is basically like, "This is the last time, it's time for the coaching program, go and do it now." And we took a break, and people signed up, and that was the end of the selling part of Funnel Hacking Live. And then from there on out, it's usually for me, I get to relax and just enjoy the rest of the day, which is awesome. And so the next presentation after the break was Garrett J White. and those who know Garrett, Garrett spoke at every Funnel Hacking Live in the past. He's usually, traditionally, the one I have to go and warn everybody that he's going to curse a lot, and if they need to, they can leave. And every year I get people who complain because of Garrett, but I also get people who tell me it's the thing that changed life the most. And so I didn't know what to expect with Garrett, as I don't normally know. And this year he came out all in white with a choir, and it was an interesting presentation. He's recently found Christ, which is amazing. And so he came and he did his presentation, where weaving business principles in with God and with Christ, and they had choirs singing, and it was powerful. But at the same time I had people who were offended about that. And anyway, I don't know, I love Garrett, he gets people to move. It doesn't matter which side, him dropping the F-bomb from stage, him talking about God from stage, either way I get complaints. But at the same time, people don't complain, all are just like, "That was the most amazing thing ever." Anyway, so it's always this weird thing. Not a weird thing, it's always an amazing thing, but it's always just this tension for me of just like, "What's going to happen? What's he going to say? How's he going to say it?" Anyway, that was Garrett. And then from there, we broke to lunch, and we had a big welcome lunch for everyone who was a Two Comma Club Member who signed up, which was really, really cool. And then, after lunch we had Tim Ballard who flew out, which was cool, and so we had him to come and say hi to everybody and talk about the Save a Child Challenge that we launched on day number one, and how much money we had raised, and Tim thanked everybody, which was really cool. I hadn't seen him in a while, it was a really good seeing Tim, and him and his team are just... They're amazing, all the things that they're doing. And there's a whole bunch of people talking negative about them online, there's things that are not true. People have asked me, "Is this true? Is this true?" I'm like, "No, this is not true. These people are lying. They're horrible people who literally are trying to get in the way of saving children." It's the most demonic, evil thing in the world, but Tim and his people have such good hearts. They're there saving people from Afghanistan. Tim's running the Nazarene Fund for Glen Beck, which is saving thousands of kids, and plus he's running the whole O.U.R thing, and it's heavy. And you could feel the weight on his back and his shoulders, carrying this mantle. And anyway, I was grateful to be able to have him there, and hopefully give him a little rest, and show him that people love him, and they're grateful for the work he's doing. So that was cool. And then after that, then Tony came and spoke. And Tony, every year, we never really know how long he's going to talk for. Anyway, this year our contract was three hours, but I think it's the first time Tony's been on stage in front of a whole huge group of people as well, and so he went and he did his presentation for three hours, and then he kept talking, and had it going for six hours on stage, which was crazy and super awesome. So we had Tony talk for six hours. Yeah, he's kept going and going, and he just loved it. He asked me, "What time do you think I need to stop?" Like, "Dude, just keep going. People are here, they're happy, don't stop." So Tony went on for six hours, which was awesome." And then when he got done, we got on stage Todd and I, and wrapped the event up, and that was it. And that was Funnel Hacking Live 2021. And every year we're putting things together, it's just like an insurmountable task like, "How do we sell the tickets? How do we get people to show up?" And this year is even bigger because of COVID, and the restrictions, and the problems, and just all the things that come with that. But man, after going through the whole process and I see how many people's lives were changed, people that have their big aha's, the big things they were hoping for, people who were stuck, who got unstuck, people who were able to go to the next step with us to the higher coaching, people who are so excited about ClickFunnels 2.0. Just all the things, and then getting all of our funnel hackers together, and having people together to... The whole thing, it was amazing and magical, and I'm grateful for all of you guys who came and participated. If you didn't come this year, make sure to be here next year. Next year, hopefully, there'll be less chaos in the world. There may be more, I don't know, but regardless, the party's happening, it's going to be in Orlando. And hopefully you can be there. So you can get your tickets at funnelhackinglive.com. But that's some of the behind the scenes. Hopefully helps you guys to see some of the detail people talked about, but even more so, how we structure these things for a maximum sales, maximum impact, all those things. So hope it helps. I appreciate you all, thanks for listening, and we'll talk to you guys all again soon. Bye, everybody.

A late night conversation with my dad about how entrepreneurs can protect their personal assets. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com Also, don’t forget to check out bookease.com ---Transcript--- Hey, what's up everybody. This is Russell Brunson. Welcome back to The Marketing Secrets Podcast. This is actually a really cool late night edition. I'm at my house right now. It is getting close to midnight. I'm hanging out with my dad, who's in town and we're talking about business and some stuff and folks who know my dad, he does a lot of business structuring and accounting and stuff for a lot of the funnel hackers. In fact, almost everybody who joins the Tacoma Callbacks Program eventually ends up getting my dad to set up their books and their company and everything. So he's a lot of experience with a lot of our entrepreneurs, and we're talking about protection and how to protect yourself from creditors and predators. And not only from a business standpoint, but from personal standpoint. And so we thought, hey, while we're sitting here talking about this, we might as well record a podcast. Now, I don't do a lot of podcasts that are interviews, which is kind of fun having my dad here. And I'll also state that I'm not a lawyer or I'm not giving you legal advice, something you should definitely look into yourself. If you do want help structuring these kinds of things that we're talking about. My dad and his company is available to help that. And we'll talk about that kind of at the end of this podcast. So with that said, we're going to cue the theme song, when we come back, I'll have the chance to introduce you to my dad. All right everybody welcome back. Like I said, we're excited to hear tonight, at the kitchen table, all of the kids are finally in bed. And my dad and I are talking about business and excited to have him here and kind of share some really cool things with you guys. Things that a lot of times, as entrepreneurs don't think about, we think about creating things and selling things. And a lot of times we don't think about protecting ourselves. And so that's what people like my dad do is help us with those kinds of things. So, we can keep selling stuff, keep creating stuff, not ended up losing a lot of the things that we've earned. Anything from houses to your money, to all sorts of stuff. And so that's what we're talking about tonight. So, dad, how are you feeling tonight? Ross Brunson: I'm feeling really good, Russell. I appreciate you giving me the opportunity to chat with you and with your audience tonight. I think it should be fun. Russell: Yeah. So, what we're going to start with is I know in the past we've talked about protecting your business, and how you structure entities. I know you do that for a ton of people in the ClickFunnels community, a lot of funnel hackers and things like that. I don't even know how many of our people we sent your way. I know that there's been a lot, but I'm curious, like just with all the people that you're working with, you're setting a business, people thinking past just their business structure and think about the personal stuff or just kind of the business stuff typically right now? Ross: Well, most people, when they contact me, they're interested in protecting their business and that's understandable because they're just going into business and there's a lot of roadblocks out there, a lot of pitfalls that they can step into. And so they come to me and they talk to me about what type of business should I have? Should it be a corporation? Should it be an LLC? Should it be some other type of entity? And we go through and we discuss that. And we like to discuss things with our clients, we point out three major points that we like to address as we are talking to them about their businesses. One, we like to make sure that the business that we helped them, set up around there, the structure we set up around their business. We want to make sure that it gives the best liability protection to the individual. The second thing is we want to make sure that it's easy to operate in. You don't spend all your time working on the business and not have any time to sell your products to people or develop customers and things. And the third thing we like to look at is to see if there is some sort of inherent tax savings ability within the entity that you might be able to take advantage of if you find that you are starting to make a lot of money in your business, and you're spending a lot of money in the taxes. So those are the things we've kind of discussed over time with a lot of your clients. And it's been very well-received, and we've helped hundreds of your internet marketing... Russell: Entrepreneurs, super nerds, whatever we want to call ourselves. Ross: Whatever you want to call yourselves… Russell: Funnelhackers! Ross: set up their businesses. Russell: What's funny is that, and we've told this in other times we've talked publicly, but like when I first started my business, I think I'm like a lot of entrepreneurs where we get excited, we start selling things. And then for me, I'd been selling things for like a year and a half or two years. And we were at a family reunion and I was telling my dad, like "I'm making money, selling things on the internet." And he was like, "So, who's doing your books?" I'm like, "I don't know what you're talking about?" "Who's paying taxes." I'm like, "That's the cool thing on the internet. There's no taxes. You get to keep all the money." And he was like, "But you have to pay taxes, Russell." So, my dad came up and started to help me structure things way back. And it's almost 18 years ago now, which is crazy. But I think a lot of entrepreneurs come into our coaching programs or come to ClickFunnels, and all they're thinking about sending out was, which is how do I sell something? And so it's been nice as so many people who are selling things, you're coming back and like, "Okay, it's restructuring", getting your business in place. They actually having the right kind of business where you're not getting taxed nearly as much. And all those things that typically we don't think about when we're getting started. We're just excited to try to sell stuff. And so let's call that you're doing the business structure. And I think the second side of it, and this is something I didn't realize until my business started growing, right, is just the legal liability, not only to your business, but also to yourself personally I don't think I would ever believe that people sued other people until like my business started growing. And I literally have full-time legal counsel now because people through ClickFunnels, people are suing ClickFunnels clients that comes to me. There's just all sorts of stuff. And so I'm more and more aware of it all the time. And I think that's, what's fascinating we're talking about tonight is I think a lot of people have structured their business to protect themselves. A lot of them haven't thought about it from the personal standpoint yet. Protecting their personal assets as well. And the personal assets can be a lot of things. Do you want to talk about some of the things that those could be, because it could be anything like all sorts of stuff. Ross: Yeah. As you're saying, people spend a lot of time and effort protecting their business assets, but they don't think about their personal assets. When I say personal assets, I mean, things like most people have a savings account. Some people invest in money market accounts or they'll purchase CDs from banks, or maybe they'll set up a brokerage account and purchase stocks and bonds and mutual funds and things, maybe they're into Bitcoin. Russell: Yeah. Bitcoin Ross: Then... Russell: Buying cryptocurrency, we're buying Russell coin and all sorts of stuff. Ross: Right. And so people buy those things and are they also purchase homes and cars and boats. And then they create businesses. And a lot of people like to purchase rental real estate. And they do this and this is great because this is how they grow their family wealth. But the problem is, is that they title everything in their own name when they do this. Personally in their own name. Russell: It's interesting, because I sit at my big point count with all my personal name. And then we recently company ones and it's way harder to get a company one set up, because my guess is most of you guys have your Bitcoin, especially if you're using a Coinbase or Gemini or one of the big crypto things. You're probably, at least if you're like me, you just set up on your personal name, could you even think about it? You're like, oh, this is way easier. Anyway. So yeah. I'm guessing that most of us, including me have done this incorrectly at the get go. Ross: Yeah. Russell: So, the question then I'd add is, okay, so we've talked about a particular business, but like what's... It will say I have this stuff, I have my cryptocurrency, I've got my house, I got my car. I got my things, all my personal name. Why is that a problem? Why should I be concerned about that? Ross: Yeah. That's a very good question. If you think about it, if you have everything titled in your own name, it belongs to you personally and they call those personal assets and unfortunately personal assets can be taken from you. For example, let's just say, one day you're driving down the freeway at freeway speeds. Maybe you're at 65, 70 miles an hour and somebody or something distracts you for a mere second and you look away and you're dealing with this and you look up and you find that all the traffic in front of you is stopped and you don't have enough time to put on your brakes. And bam, you hit into the back end of this car at 65 or 75 miles an hour at that type of an impact, he's going to probably hurt the guy's back, break his back or snap his neck. Russell: 13 car pile-up. Ross: 13 car pile ups, yeah. And so at that point in time, let's say it was a serious accident. Let's say there was a neck broken or a back broken. And the person became paralyzed and could no longer work for the rest of his life. And in that situation, he's going to have a lot of medical bills right up front. And then he's going to have to have round the clock care the rest of his life. And the amount of money you have for your insurance policy on your cars is not going to be enough, no matter how much you have to take care of that. And so if one of those things were to occur, the courts would want to find out if you own any assets that they can take from you and give to this injured party to compensate them for that injury. And so let's say this person's files his lawsuit against you. And it looks like he's going to be able to win. The courts are going to then give you a list and say, we need you to list out all your assets for us. Russell: Give us your Bitcoin now! Ross: Do you have a savings account? Well, yeah, I guess I do. Do you have bank CDs? Yeah, I got some of those. What about money market accounts. Yeah. I got some of those. You have a brokerage account with stocks, bonds mutual funds? Yeah. I got some of that. Bitcoin? Yeah, I got some of that. Russell: Do you have a boat, do you have a car? What do you got? Ross: What do you got? Boats, cars, all these things, and you're telling them and the judge is going good, good, good, good. Russell: Now we know what you got. Ross: Now we know what we've got. And so he says, this guy is going to need round the clock care, the rest of his life, it's going to be extremely expensive and you injured him. It was your fault. So we're going to take all these personal assets that you own that are titled in your name. And we're going to change the title out of your name, into the name of this person that was injured. And so you could lose every single thing you've been building all your life for many years, possibly just because you were distracted for a mere second while traveling down the freeway. Russell: This is the reason why everyone should drive Teslas because Tesla's have auto drive, which would solve that problem. But we're not selling Tesla's tonight, but it's not just that like, it could be all sorts of things, right? It could be a car accident. It could be somebody sues you for a million things. They took one of your supplements that you sell and it got them sick. It could be... I mean, there's a million different things. I mean, the number of lawsuits that happen nowadays is insane. And people try to sue you over everything. So it could be as ridiculous as like, I didn't like your tweet, you posted the other day, as dumb as that is, people can sue you for that stuff. Or they didn't like the way you respond or whatever it is. I'm curious do you know how many lawyers do we have nowadays? How many lawsuits are happening on average? Ross: Yeah, I have some statistics actually… Russell: This makes me want to cry actually. Ross: The US financial education foundation and they have done a study. And they say that it's estimated that there's over 40 million lawsuits filed every year in the United States. And that you asked about the number of lawyers, they say that the average number of lawyers exceeds over 1 million lawyers in our country at this point in time. But if you take that 40 million lawsuits and let's say just divided it by 365 days a year, I mean, that's Saturday, Sundays, holidays. It would still come out to 109,589 lawsuits filed each day in the United States. Russell: Looking at per state, you're looking at that divide by 50. I don't know the math, but that's a lot. Yeah. They're coming after you. So, my question is, and it's fun that very first time my dad taught me this stuff. And the very first event I ever did, what is that, probably 17, 18 years ago, first time I ever did an internet marketing event. My dad came and gave a presentation and he titled his presentation, creditors and predators. And so the question is how do we protect ourselves and our assets from both creditors and predators, people who are coming after us? And I want you to understand too, like, it is insane. The amount of frivolous lawsuits, like the bigger you get, the more you're going to get. I get frivolous lawsuits. They come to us, they're just insane, where you're like just people literally trying to find money. I'll give you a good example of one is somebody signed up for ClickFunnels, And when you sign up, it says, hey, you put in your credit card, and then it says, if my billing doesn't go through, a credit card fails, please text me so that my service doesn't get interrupted, and they type in their phone number. Somebody did that. They signed up for ClickFunnels account, put their credit card in, put in their cell phone number, clicked little check boxes said, "Yes, text me if my credit card fails", it turns out they put in a credit card that was like one of those throwaway ones. And so the first bill went through, but then 30 days later, the bill didn't go through. So our system fired off a text message like that to, they got this text message. And then they filed a TCPA law case against us. And we got sued and it costs me $20,000 to fight this one lawsuit. And we won because the person who checked the box, but cost me 20 grand to fight it. Okay? And that was like one text message was sent and anyway, so it's insane. People can see you for anything, even if it's complete fake. That person that we found, Larry, find the person who did that. And they filed like a thousand TCPA cases a week or something like that. Just because they signed for everything, putting their cell phone number in and they're suing everybody. So like, there's people like that. These are the predators that are out there that are trying to do these things. And it happens to me more often, the bigger we get and it's insane to me, which is why we have legal counsel and we have these things, but I just want to put that out there because most guys you might "Oh, that's never going to happen to me", but as you start growing your business, it's going to happen. And so you got to start thinking about these things now, and protecting yourself now, because the bigger you get, the bigger target you become. Ross: Right. And so we want to be able to protect our assets and you might ask, "Well, okay, how do we do that? I understand protecting my business assets. I can go ahead and set up an LLC or corporation to protect my business assets. But how do I protect my personal assets? What am I going to do? And how is it even possible that I could protect those types of things?" Well, there was a very famous statement by Nelson Rockefeller. I don't know if you know the Rockefeller family, they're the ones that started standard oil, they're some of the major families in the world. Russell: Rockefeller Habits is an amazing book if you guys haven't read it yet. Ross: Yeah, and so they've made lots and lots of money. And of course, as they, just like Russell said, as Russell started making money, people started suing them. Well, same thing happened with the Rockefellers. They started making a lot of money and people wanted it and they started getting sued and they were losing. And they were losing their assets because people were suing them. And so they finally it came, it dawned on them and they made this really interesting statement that I think everybody should know and understand. And they said basically the secret to success is to own nothing but control everything. Russell: I like that. So, that's awesome. The secrets to success is to own everything or to own nothing, but to control everything. So how does somebody like me? How would we do something like that? Ross: Okay, great. Well, we do that by using another type of an entity. We talked about corporations and limited liability companies for your business assets, but there are really nice entity types for your personal assets. And one of them would be called the limited family partnership or limited partnerships. And so they call them nickname, and kind of limited family partnerships because families set these things up all the time they're used in estate work. if you're trying to set up a way to pass on your estate to your children and your grandchildren, the attorneys will use a limited partnership to do that. That's one of the main functions of it, but it can come into play and help us out here when we're trying to protect our personal assets. And so how can it do that? What characteristics does it have that allows it to do that? Well, the first characteristic comes from the way our laws define the term person. Now, Russell, if I was to ask you, "Who's a person? What's a person?" What would you say? Russell: I’d say human being with a brain and a heart. At least a heart. I don't know. Some of them don't have brains. I'm not going to lie, just kidding. Ross: And they’re still currently alive, right? Because if they were dead, they'd be a corpse. So, that would be a person. And yeah, that is actually a good definition of a person. But our laws say, "Well, that's not quite right. In our opinion", they say, "We feel a person as a corporation. We feel a person as a limited liability company. We feel a person has a limited partnership. We feel a person is a trust. And we feel a person as a living, breathing individual, that's alive here on this earth", so they greatly expand the definition of a person. Now, the interesting thing, when they do that, they expand that definition they have a little twist in there that's really beneficial to us. That twist is they say, "Even though you created this person, and even though you control this person a hundred percent, and even if this person owned any assets and those assets generated income, and that income you take and use for yourself, even if all those things are true and happens, that person is not you, it's someone separate and distinct from you." And this person can... Our laws give these artificial people the same rights and privileges that you and I have as individuals. They can have their own name just like we have our own name. They can have their own EIN number, which is similar to our social security number. They can hold title to any type of property that you can think of. They can open up savings accounts, money market accounts, Bitcoin accounts they can do all these things. They can, if someone's bothering them, they can sue that person under their own name. So they can do all these things in their own name. And so because of that fact, we are able to utilize these characteristics of a separate person from us to be able to provide liability protection for our personal assets. Russell: You're saying the characteristics of limit of these people sound like my own kids, except for you said that you can control them, and then they have to listen to you. So it's kind of like a teenager, except for you have no control over your teenagers. They don't listen to you. So, very similar. Ross: Yeah. So how can we use these characteristics to own nothing but control everything? Well, first off, as we mentioned, we'd like to create a limited family partnership that we can control. Remember, we control it, we create it, we control it, we reap the benefits of any income returns, so we do that. And then what we would want to do is transfer the title to your savings account out of your name and into the name of the limited partnership. Remember we said, it can open up its own bank, account savings, account money, market accounts, and things. If you have any money market accounts, you'd want to immediately change the title into the limited partnership, the name of the limited partnership. If you had stocks and bonds and mutual funds and a brokerage account, you'd want to shift those over into the name of the limited partnership. If you have bank or a Bitcoin account, what do you call those, wallets? With the Bitcoins in. You'd want to change the name into the name of the limited partnership and not your personal name. And by doing that, now this person owns those assets and you don't, you no longer own them, but as I mentioned, you control them. And if they make money, the money belongs to you, but that person is not you. So, that fact that that person is not you. How is that going to help you? Well, let's go back to that accident we talked about traveling down the freeway and you're distracted and boom, you hit into this person. And now the courts are asking you to list your assets. And you know that you've wisely beforehand, titled all these assets into the name of your limited partnership. So, now you look at their list that they're wants you to fill out for assets. And they're saying, do you have a savings account? No, I don't. Do you have a brokerage account? No. Any money market accounts? No. Any bank CDs? No. Bitcoin accounts? No. And you're answering truthfully because they're under our laws those assets do not belong to you. They belong to this other person that's not you. Russell: You control that person though. Therefore… you can ride in the boat whenever you want to. Ross: That's right. Exactly. And so the nice thing is, is if you think about it, in that accident we talked about, it was you driving the car that caused that accident to occur. Well, was your limited partnership in the car with you? No. Did the limited partnership distract you in any way while you were driving? No. The limited partnership teach you how to drive a car? No. Did limited partnership manufacture the car? No. That limited partnership didn't do anything to be involved in that accident, to cause that accident to have occurred. It has done nothing to cause that to happen. And because of the fact that that's the case, that person is innocent in the eyes of our laws. And so a court cannot go. through you, the person that caused the accident to this other person, who's not you, and was not involved in the accident and take that person's assets from them. They can't do that. So, all of a sudden, now you have a very safe place to title and hold title to your personal assets that a creditor, or predator can not get to no matter what you do in your personal life, but it's even better than that. It's also protected from anything you do in your business life. Because as an LLC or as a corporation, they had that veil of liability protection that keeps this creditor or predator that's suing your business from going through the business itself to the owners and taking their assets. So it's protected from anything you do in your business life, anything you do in your personal life. And so, as a result, you have a probably only place that you can have to have this type of protection for your personal assets. Russell: So can limited family partnerships be sued? Ross: That's a very good question. Can they be sued? Because if they could be sued all those assets you're titling there could be taken, right? Just like if they're in your name and you injure somebody, they can be taken. So can they be sued? Well, if you think about it, when it comes to a person or a business being sued, there's only about four reasons why a lawsuit can occur. One, if a person creates a product, and sells that product, and the person buys that product and it's injures them, then that person could Sue the business. Or let's say that the business was a service business, it was providing services for people. And they paid for those services, and then down the road felt that they were injured somehow or another, they could Sue the business. Or let's say if the business gave out advice and people took that advice and something happened and they felt they were injured. Well, if they did that, they could sue that person or that business who gave out that advice. And the only other way the business could be sued is if that business or that entity partners up with someone else, either another living, breathing individual, or even another artificial person. And the two partners got mad at each other and wanted to sue each other, then a lawsuit can occur. But the way these limited partnerships that we create are set up, it will never provide a product ever. It will never provide a service to anybody. It never gives out any advice. And the only person it could ever partner up with would be you and no one else, so… Russell: you can’t sue yourself. Ross: You can't sue yourself. Russell: At least you shouldn't. Ross: And so as a result, there's no way it can be sued. It's just a kind of a silent partner that holds title to all your possessions that you can control and reap the benefits from that cannot be sued. And so those assets cannot be taken from you out of that limited partnership. Russell: Okay. So, set up limited family partnership, we put our assets, we put our things into that. Then what's the next step? What do we do with the assets and stuff after they're in there? Ross: Okay. You would do like you would do if you had them titled in your own name, let's say you had a savings account. Well, as your businesses are doing well, you're receiving excess money out of your business over and above your normal monthly expenses. You most likely want to create a savings account. So you'd create a savings account in the name of your limited partnership, and you started funding money into it. Maybe down the road that's growing, you're feeling good about it. And then maybe you'd say, "Well, a money market account may give me a little better interest. So I'm going to open up a money market account as well. So I'm going to start pumping some money there." Then may be one day you're in the bank. And the banks manager says, "Look at these great CD rates we've got. You ought to purchase a CD, a bank CD", and you look at them and you say, "Well, yeah, that's pretty nice, better than I can get some other places. So yeah, I'll invest in some bank CDs." Russell: When you're on Facebook, and you're like, "Everyone's talking about crypto. That's got to be the greatest thing in the world." Ross: Right. So you would set up your crypto account in the name of your limited partnership and you start funding these things, all these things, that you're going to grow your wealth in are all going to be titled in the name of this limited partnership. So, in essence, what happens is that limited partnership becomes your family bank. This is where you hold your wealth. This is where you grow your wealth in your family bank, in this safe environment where people, they can't sue you if you injured them personally, and they can't sue you and take those assets, if you injured them in the course of your business. So that's what we would want to do is start funding these things, creating our own family bank, where we can then grow those funds. Now, as you're growing those funds, there's another benefit to it. Not only do you have a place to store your money and grow it, but most entrepreneurs that I've found they find something that they like and they set up a new business and then down the road, they say, "Well, I see 10 other businesses. I'd like to get involved in." Russell: Shiny object syndrome. Ross: Yeah. I'd like to get into e-commerce or man I'd like to get into rental real estate or man there's all these great things I can invest my money into. And I'd like to do some of that. And so let's say that you want to get into rental real estate. And you start looking at properties, and you then say, "Okay, here's a house I'd like to buy", but then you look at your personal assets. Well, do you have a savings account? No, because it's titled in the name of your limited partnership. Do you have money market accounts, brokerage accounts, anything in your name? Well, no you don't because you don't own those things anymore. So they're all owned and controlled by your limited partnership and it's controlled by you. So you had that money growing in there. And let's say that you're sitting there thinking to yourself, "I have the money to buy this rental real estate, but I would sure like to do it if I had the money." Then you could look to your family bank, which now kind of becomes the investment arm of your business, because it's going to say, "Well, I have the money I've saved all this money. I have the money available to purchase this rental real estate with." And so the limited partnership says, "Let's partner up together and I'll put the money in and you use the money and buy the rental property and we'll share the profits 50/50." And so now you have another stream of income flowing towards your limited partnership besides what you personally contribute to it. And so now you're going to have a chance of growing your wealth at a faster pace than what you would have done normally. So it not only becomes your family bank, but it becomes the investment arm of your overall business structure. Russell: Very cool. And they can use that to invest in all sorts of stuff like you said, from real estate, they can do it in Bitcoin, they could do it in a new business opportunity. They could do it in Funnel Hacking Live. They could do it in some secrets books. They could buy one funnel away challenge. They could buy all my products, my service, I’m sure that’s be the best thing they could invest in. Ross: Well, yeah, you've got a good track record there. Russell: The Inner Circle, if I ever open it up again, Two Comma Club Coaching Program. Anyway, I don't know if that's legal advice or I don't know if that's investment advice, you have to ask your legal authorities, but anyway there's a lot of things, obviously, you can use start investing money in to start growing your wealth portfolio over time. Ross: Right? Your family wealth. So it's a very wonderful entity type that can protect you and give you that confidence in that feeling of safety, knowing that your personal assets are also protected, not just your business assets through your LLC or your S Corp or whatever, not only are those protected, but also your personal assets are protected. And that's a great position to be in. And knowing that even if I slip up, accidentally, people can't get to those assets. So, anyway, it's a great way to take care of your personal assets. Russell: It makes you sleep better at night. I think that's one the biggest things I found over the last five or six years is just the more ways we protect ourselves, the easier it is to sleep at night knowing you can keep moving forward and keep fulfilling your mission and doing what you're called to do. So, all right. So my question for you next, and then we'll kind of wrap after this is for those who are listening to this, that's awesome. I need that. Or maybe they even like step back and they're like, "I don't even have my business structure, yet", so kind of both sides. If you're like, I'm a new entrepreneur, I don't have a business yet. Or if like I got my business stuff structured, I think that's correct, but I’d like someone to look at it, or number three is like, I want to do this piece of it. I need to get my personal assets protected as well, which I think a lot of people haven't done that step yet. Obviously, this podcast isn't about giving legal advice, but I noticed something that you do for a lot of people, a lot of people in our community, if someone wants to have your help getting any of these things kind of set up, what's the best way for them to get a hold of you? Ross: Well, a lot of people will find us by going to our website, which is www.bookease.com. So, that's B-O-O-K-E-A-S-E bookease.com. And on there, you'll see a picture of me. You can click on that and it'll be able to take you to my calendar. And you could then schedule a time on our calendar for us to speak. Or my email address is very easy. It's just Ross@bookease.com. So you can email me and say, "Hey, I'd like to talk with you". I will then send you a link to my calendar and we will then set up a time to talk with each other. So, either my email address, or bookease.com, the website address. Russell: Again that's B-O-O-K-E-A-S-E.com. And I want to say something, I want to say two things. Number one is I don't get anything for telling you about this other than my dad's awesome. And he's helped so many people in our community, so I don't get paid for this. But number two is my dad always undercharges on everything. I keep trying to get him to triple his prices. So just there's not someone who's going to do a better job with this for you, and honestly, at a cheaper price. So someday I'm going to convince him to charge what he's worth. And then none of you guys were able to afford him, but just kidding. But like, in all honesty, like everyone always inside of the Two Comma Club Coaching Program everyone in module one, they go get their business set up with my dad and they always come back like "He explained all this stuff to me I never understood before. And it was so inexpensive!" So it's like, yeah. So it's amazing what he does. And it'll help you guys get, again, your limited family partnership set up if you're looking for that. Or, again, if you're getting your business just started and you need that stuff set up as well. You also, if they don't have bookkeeping and there's a whole bunch of things, you can help them kind of get set up in their business, which are all good. Ross: Yes. Yep. We'd love to chat with you. And I'm the one you'd be talking to. I like to spend a good hour with each new customer and we talk about the strengths and weaknesses of entity types which one is best for them under their certain circumstances. And so we pretty much tailor make our programs for each individual. Russell: Yeah. So, take advantage of that you guys. It's an amazing service and yeah. Go to bookease.com and get started. So, dad, that said, thanks for hanging out tonight with me because that was fun, but second of all, thanks for sharing this piece of, I think, as we were talking about before we started recording, there's just so many entrepreneurs who haven't even thought about this, and usually when you think about this is when it's too late. And so it's good to kind of get this in the forefront of people's minds and help them to be aware of it and get it structured and set up, because not that hard to get it structured. And then you have it as protection makes you sleep better at night and someday when you need it, you've got it. Ross: That's right. You want it set up before the lawsuit hits. Russell: If you get in a wreck, don't call my dad up like, "Help, quick." Yeah, now is the time. That's awesome. Thanks dad. Thanks everybody. If you guys got value from this episode, please take a screenshot of it post on Instagram or Facebook or wherever you do your social stuff and tag me in it. And also all your other entrepreneur friends who are just like me and you who are chasing all the shiny objects, building businesses, and even thinking about how to protect ourselves. Let them know about this episode, so they can know about limited family partnerships. They can know about my dad. He can help them out as well and get your stuff set up and protected. And that way you can just worry about really doing what's most important in your business, which is serving your audience. But getting these things set up will make you sleep better at night and help protect you longterm. So, thank you, dad. Thank you everyone for listening and I will see you guys on the next episode of the marketing secrets podcast. Ross: Yes. Thank you. Appreciate the chance to be with you today. Russell: Go to bookease.com. Let's go! See you guys.

I’ve been working on an assignment with the 2CCXers, and I want to share one of my big takeaways that I had last night. I want to share something with you that I’ve been thinking about a lot lately. We just launched our new Two Comma Club X coaching program a couple months ago, and one of the first things I asked everyone in the program to do (almost 400 coaching students)… Was to TRASH their current email address! WHAAAT!!!!

Check out Jamie Atkinson online and on your favorite podcast app. His podcast is called Entrepreneur Junkie Movement. The link to Apple Podcasts is below. Podcast Host at Entrepreneur Junkie Movement: https://podcasts.apple.com/us/podcast/entrepreneur-junkie-movement-with-jamie-atkinson/id1456194303 Find Jamie Atkinson on Facebook: https://www.facebook.com/jamieatkinsonlive/?eid=ARAJkglCB3Ozh-7jA-2HYlAGXeyr9zVbYH9aoBjdnkaGHEyX8m6nHJVTjZsAI2Fa-ZG9qlLbC5pQ6vZK For his ALMOST FREE Fabulous OFFER, go HERE: https://www.thepodcastjunkie.com/content-launch-secrets-offer

I thought it'd be cool to document what is happening during our 7-day launch of OfferMind Masterclass. The good and the bad…   One of the biggest reasons I've noticed people don't have success with launch campaigns is NOT because your…   Product isn't amazing   Offer isn't good enough   Sales message isn't doing its job   ...it's literally the way that the campaign is brought to the market.   A lotta times, your products are already good - it's just that you don't have a launch mechanism, and you don't understand what a funnel really is…   ...and that's why you don't make a lot of money.   So here’s how I’m gonna help you:   What I’m about to do next is a little bit different - it’s in 3 different sections that span 7 days   PART #1: I’m gonna walk you through a simple 7 Day Launch that I used to sell my OfferMInd tickets - I’d never seen anyone one sell tickets like this... so I thought I’d give it a go.   PART #2: Is kinda a mid launch check in to give you an update on how things are going - what’s working and what’s not!   PART #3: Reviews the campaign as a whole - how did it go, what I learned, and what I wish I done better?   HOW TO LAUNCH A PRODUCT HOLLYWOOD STYLE   You can learn a lot from Hollywood - if you watch the way that they bring movies to the market  you’ll notice that the pre-sell is EVERYTHING!   If the first time you ever hear about it a movie is on the day of its launch - that's a HUGE failure!   You often see weekend box office sales hit 100 million dollars - that wouldn’t happen if there wasn’t a lot of pressure built up ahead of time.   … and yet many marketers often have a ‘build it and they will come attitude’ and they launch their products without putting any thought into the campaign.   I want to show you how to STOP leaving money on the table!   CHANGING BELIEFS At the core, markers change people's beliefs. However, the act of marketing, (a lot the time), revolves around creating campaigns…   And...   CAMPAIGNS ARE A DYING ART!   I love Frank Kern's most recent book called Convert…   Frank says, “These are campaigns... and I believe the campaign is dying.”   … and I was like, “I DO TOO!”   (Many times, I’ve ranted about people are forgetting what campaigns are - and that they think a campaign is just a Facebook ad)   So I want to show you how we launched the OfferMind ticket funnel by creating a ton of noise, Hollywood style campaign...   My subtext is that I hope this will incentivize you like crazy to join my programs - because we actually do what I'm teaching.   I'm not just re-teaching stuff that I heard from somebody else - we're actually actively doing this - which is very important to me.   CREATING A (PROPER) LAUNCH CAMPAIGN   The first time I ever learned this strategy was when I was working at ClickFunnels. Russell was hanging out with Brendon Burchard, and Brendon has this thing called The 7 Day Launch.   Now, this is Brendon’s thing, and you should totally go learn it from him…   I'm just gonna teach you briefly how I'm using some of the launch principles to sell tickets to OfferMind.   If you guys went to Funnel Hacking Live a couple of years ago, and you remember the documentary funnels, it’s very similar to that funnel style.   At the time of this going out, OfferMind tickets are available - so if you go to offermind.com you can get tickets, but we're expected to sell out pretty quickly.   I'm psyched about it - so go to offermind.com to see if there are any tickets available.   Now, back to the Hollywood launch…   I realized that if I just saying: “Hey, OfferMind Tickets are available…”  is kinda an anticlimax…   … and I don’t want it to be that way!   You see, marketers are event throwers - whether the event is physical or not.   I'm NOT saying you have to pull out the stops and throw an OfferMind to be a marketer,  that's not what I'm saying at all...   However…   To be a good marketer you have to be good at creating pressure, and then releasing it in a single direction. Anyone who can do that... has A LOT of power.   CREATING A PRE-FRAME   Recently, I went Jeff Walker’s launch event, and I got so excited just during the first half of the first day, 'cause honestly for half of the first day, Jeff did nothing but pre-frame the entire crowd.   I didn't know you could pre-frame that long, and frankly, it was very impressive.   The event is three days, and eventually, Jeff sells you into his Launch Con Program, and ‘cause I'm a Funnel Hacker, I bought the program to see how it works.   I love Jeff Walker - the book Launch plus DotCom Secrets is what finally helped me create success.   There’s a BIG lesson because I learned about funnels and launching rather than product creation.   Anyway, at Jeffs event, I took two full pages of notes of watching what he was doing… and for two-three hours, he did nothing but pre-frame.   The entire first session was just pre-framing - it was crazy nuts!   At the same time, I was thinking through different campaigns that have worked incredibly well...   I got a 2 Comma Club Award for a project I did for Russell using the 7 Day Launch campaign…   (It was for the first Two Comma Club Coaching Program where I helped organized Russell's stuff a little bit.)   … so I was like, “Why don't we ‘launch’ OfferMind tickets using the  same funnel!”   As OfferMind is a two-day event,  I don't have the luxury of spending half a day pre-framing…   So instead…   I decided to use the 7 Day Launch strategy to NOT only launch the tickets but to also to act as a pre-frame.   So that's what I’m gonna show you now.   I want to teach you the campaign and show you how we used it.   THE 7 DAY LAUNCH - PART # I:   The 7 Day Launch kinda looks like this…   Now, as we move forward, there's gonna be a few things that it would be advantageous to watch on YouTube.   If you go to salesfunnelradio.tv it’ll take you to my YouTube channel where you can watch if you want…   So there's…   Monday   Tuesday   Wednesday   Thursday   Friday   Saturday   Sunday   So, what I did was I created a single page funnel - I added a second page, simply because I added a share element from UpViral - but you don't actually need to do that.   The first time I built one of these funnels was for the Experts Secrets Masterclass   There was an Experts Secrets Masterclass that we used a 7 Day Launch for, so I was like, “Why don't I do an OfferMind masterclass?”   … and so offermindmasterclass.com was born.   PRODUCT LAUNCH # DAY ONE   So on MONDAY, I built the page and promoted it.   My goal was to have 2,000 people registered.   To start with we did one email drop and one Facebook Live, and we got about 700 people registered.   Then I had the rest of the day to keep promoting - so, day one, promote, promote, promote.   PRODUCT LAUNCH # DAY 2   #More promoting… PRODUCT LAUNCH # DAY 3   About a week and a half ago, I did an Ask Campaign where I asked everybody in the thescienceofselling.online group, “What do you struggle with when you're creating an offer?”   I had no idea how reactive that would be.   BOOM! There were 150 comments and HUGE awesome sample data!   I had no idea some of the things that people were struggled with in Offer Creation…   So I took the top five topics and split them into session content.   The first two sessions were on day #3  at 10:00 a.m and  2:00 p.m.   PRODUCT LAUNCH # DAY 3   Session #3 is at 10:00 a.m the following day   (I'll come back to session four 'cause that's a little different - but it's still 2:00 p.m on day #3)   PRODUCT LAUNCH # DAY 4   Sessions #5 and #6 are at the same time the following day     My pitch is for the Masterclass is:   “Come watch me as I film my next course OfferMind Masterclass live in front of a live audience.”   … I’m answering a lot of the questions that people have had as they've gone through last year's OfferMind event recordings.   What's powerful is that this not a top-level Ask campaign anymore, it's getting more detailed.   People are like, “Hey, about this scenario, where does that work?”   ...and I'm like, “It's a good question - you're not the first to ask that. I didn't realize that was a general question. Here's the answer.”   So in these five sessions, I'm just teaching and answering questions. I already have content planned out. It's NOT just a straight Ask Campaign styled course - I already know what I'm gonna teach.   However, the Ask campaign validated and helped fill in holes that I wasn't thinking about.   Sessions one, two and three, I'm breaking down a lot of vehicle, internal, and external related beliefs.   BACK TO SESSION #4   Can you guess what session #4 is gonna be?   A: It's gonna be a whiteboard webinar.   Q: What's it gonna sell?   A: OfferMind   I'm using 7 Day Campaign structure to launch the next thing in my value ladder -  which is OfferMind.   I believe everybody should come to OfferMind -  it'll shortcut tons of stuff in your life...   So session #4 is a webinar….   It's NOT a traditional webinar, I'm gonna do a share from my whiteboard - there are no slides, nothing else.   There's an offer that I created around getting a general ticket for OfferMind and I'm just gonna take that offer, and put it on this whiteboard and sell it.   It's really fascinating because this is a live class meets a webinar funnel.   PRODUCT LAUNCH FOMO   During this masterclass, I'm gonna teach for three days for almost six hours each day.   Part of the strategy is that people are NOT gonna be able to be with me the whole time.   It's a lot of content for me to teach, but in reality, there’s barely enough time for me to teach ALL the things that I want to.   it's gonna be a long time, and it's gonna be some of my best stuff - kinda an abbreviated OfferMind. And here’s the catch…   After the launch ends, I'm NOT gonna sell this masterclass in other places… (it’ll probably be a $300 - $400 OTO or upsell some low-end funnels), but it's not gonna be something that I sell generally…   So my pitch will be:   “Go get OfferMind, and get this course for free - ONLY until Monday at midnight.”   PRODUCT LAUNCH # DAY 5   After the webinar,  the sessions are still gonna be teaching and answering questions, but the stories I’ll tell are to help break additional vehicle, internal and external related false beliefs.   They’ll also be reminders that:   “Hey if you want this course, you can get it FREE when you buy OfferMInd.”   Recordings are not gonna be available.   The replays get taken down each day at midnight   PRODUCT LAUNCH # DAYS 6 & 7   At the end, there’ll be the scarcity urgency closeout sequence that you normally would put at the end of any webinar…   So for Saturday, and then for Sunday, it's all the sequences that are pushing them out…   Then Monday at midnight, BAM, it's done!   CREATING NOISE   For this to work,  I have to create a ton of noise!   My Offer business has an email list of over 15,000 people... and I'm pinging all of 'em - we're hitting all cylinders on this.   For three days people can watch me film my course   Then to keep the course for FREE - they have to get an OfferMind ticket.   Finally, the course will then be taken down, and no one else will get it.   The beauty of this is that it’s true urgency and scarcity. I hate fake scarcity and urgency, it's stupid - this is real.   https://media.giphy.com/media/QYQ3PZ9UHje3S/giphy.gif   OfferMind only has seats for 1,038 people, and there's already way over that on the waiting list.   Sooo…   That’s the end of PART # I…   Now we’re going to PART #2:  to find out how EVERYTHING is going.   THE 7 DAY LAUNCH - PART II:   Welcome to PART #2 of me documenting the 7 Day Launch for the OfferMind Event funnel.   Oh my gosh, I'm not gonna lie, I'm so freaking tired.   I have one of those Oura Rings -  and one day, I spent 800 calories just teaching … and another, I think it was close to 1,300. It’s ridiculous!   My voice is hoarse and croaky…   This on top of the One Funnel Away challenge, “Oh my gosh, I am wrecked.”   I've had to call a few audibles throughout this... and that's always expected in anything you launch, ever.   So let me just bring you through my studio setup real quick here…   The first time I ever watched Russell create and do a 7 Day Launch, he had this amazing camera crew, and there were all these people running around, all over the place.   There was this big ole' crew going down, and it was awesome -  it was impressive!   We have a picnic table with some boxes, and my laptop sitting on the top.   The room is a mess 'cause we had to restructure it real fast.   Then we have these ring lights, this backdrop light over there, and another light that's just pointing into the corner - so that everything looks kinda level on the actual Sales Funnel Radio backdrop.   We have a boom arm that's being held by a bunch of weights from the garage to weighing it down ‘cause the little clamp on the side wasn't quite big enough…   The place is wrecked!   You’re probably thinking, “Man, he's a freakin’ pig.”   ...and, yep! In the middle of launches, I stop adhering to general cleanliness standards.   In the middle of a launch, you do all sorts of crazy stuff. You go the extra mile to make sure crap happens.   THINGS ARE NOT GOING TO PLAN Today, I was supposed to launch the actual OfferMind ticket funnel, but as I started looking at the last few things needed in order to actually finish it, I was like:   “There's no way. There are too many small particulars for me to launch this comfortably right now.”   If I just go one more step further, it'll make it easy for us to manage, and that's what I want.   Which means, again, I'm only gonna sleep a few hours because I'm gonna go finish the event funnel.   I have a funnel team, but I'm finishing is that last 20% that sucks to finish.   These are my notes on what I need to finish for the OfferMind funnel... and there's A LOT.   This is actually how I started doing it while I was sitting next to Russell…   Take a piece of paper and draw the funnel Grab a different color and inside of each of the boxes, I’d write down what needs to be finished before the funnel’s ready.   ...and that's kinda the pattern I go through to see what need to be done. I’ve just barely brought them through how I've developed and designed a sales message and offer at the same time using My Core Offer Model, XAVIER.   When Russell did the 7 Day Launch, session #4 was when he did his big drop... but I need one more night - I gotta finish this, these last few pieces here.   I'm hustling hard to finish it.   SIMPLIFY TO WIN I'm in the simplification phase of funnel launching.   You start by thinking, “I'm gonna do this, I'm gonna do this, I'm gonna do this, I'm gonna do this,” and now, I'm in the phase now where I'm like:   “Okay, that was a cool idea, but it's completely unrealistic now.”   The first three sessions were just deep dive teaching, and then I was planning to finish the funnel in the one hour break I gave myself each day…   *IT’S NOT GONNA HAPPEN* So we're gonna do it tomorrow morning.   We’re gonna hide some elements so no one knows they're there, and finish 'em later, so we can just launch.   That's totally what we're doing right now, and that's exactly how we're handling it.   So in installment #3, I will tell you how it went! What is kinda ninja, in the OfferMind Masterclass, (as I'm teaching how to go create a sales message and an offer), I used the example of:   “Let's act like I'm trying to pitch you guys into coming to OfferMind!”   So then I asked:   “What false beliefs would you guys have if I said you should come to OfferMind?”   Then I broke and rebuilt their beliefs throughout the whole thing... it was awesome.   About halfway through,  someone was like, “Wait, you're doing this on us now!”   ...and I was like “Ha, gotcha!”   THE WHITEBOARD WEBINAR   Tomorrow,  I'm gonna tape pieces of paper on my whiteboard to hide the offer, and literally, do a whiteboard webinar selling OfferMind.   It's gonna use EVERYTHING I've taught them up to this point. It's this awesome culmination - I'm really pumped about it.   We’ve had 200 people consistently live with us every single session, (there’ve been two sessions per day), but what's fascinating is that within like six hours, there are another 1,000 views per session - it's been crazy.   Last night, before I went to bed, I took the videos down at midnight, ('cause I said I would), I want there to be real scarcity and urgency.   I hate fake scarcity and urgency.   … there were 3,000 views from yesterday's two videos!   All I'm telling you guys is that if you're gonna go in and do this kinda thing, all you need is …   A Boom Arm   A Box   And... A Coulton   Look at him over there...   Coulton's don't grow on trees.   He's been moderating and kicking out all the psychos with small mind syndrome - so that they get outta my life and my audience FOREVER.   He's the heavy that kicks people out when they become jerks on the chat:   “Wow, this doesn't work,”  and I'm like, “Yeah, you're gone.” I'm not even gonna go there.   Coulton’s top takeaway so far...   “Simplicity is key. Just the clarity that everything has come through with you teaching it, to all these people, like it just shows that it works”   Cool stuff!  I'll kick this back on in probably about 24 or 48 hours to document the aftermath of the whole thing.   PART III   This is PART #3 of me documenting the 7 Day Launch, and I wanna show you guys what happened…   It was Super Successful.   First of all, let me tell you how completely exhausted I was by the end. It took me two or three days to recoup.   Normally, when I'm talking on stage, it wouldn't take me that long... but I mean this was really aggressive speaking.   When it was all said and done, I think I spoke for about 15 hours in three days, and I was finishing a funnel in the evenings -  so it's not like I was totally relaxing or anything…   I'd go sleep a few hours, and then I would get up super early to finish the funnel - so it was A LOT.   So I'm actually gonna walk through what actually happened.   MY LAUNCH CAMPAIGN STATS   Okay, check this out...   *This is between the dates of April 17th to the 24th 2019*   You can see that it actually performed quite well - it did everything I hoped it would.   What's interesting is the cart value was actually higher at the beginning of the launch. Towards the end of the launch,  it actually started dropping - which is kinda fascinating.   This is NOT the first time we’ve launched these the OfferMind tickets - there are more tickets sold beyond that…   We're actually about double that as far as seats sold.   This morning, I got a message from Russell, (which was really cool), saying that this was the 7th highest grossing funnel in all of ClickFunnels yesterday -  so it certainly worked.   We made a lotta noise and a BIG ole' splash.   https://media.giphy.com/media/3kxqLmAVaGvHAmgs6d/giphy.gif OFFERMIND TICKETS There are actually four different ticket prices, and then a bump...   if you look, you can see that some people have a discount, (here are the discount ones right here, across the bottom), what's interesting is that not a lot are taking the discount.   There are actually more people buying without the discount  - which I thought was fascinating.   These two here, that it says bundle, (right where my fingers are), that is is that’s a phone call that we're giving away for free.   So people put in their information, and we're gonna chat with them.   Significantly more people are choosing to get the phone call than not.   ... which makes sense, right?   It's actually funny to me when they say, “No.”   On a few of 'em, I'm just gonna call 'em live - I thought that'd be kinda fun to call 'em live, 'cause I don't think they're expecting that.   So as far as the actual bump goes, which is them buying the funnel…   (This funnel cost me 17 grand to build, only because I got a sick team and they're really good, which also means they're very expensive).   … you could buy the funnel (and get the thing that cost me a lot of money) for 147 bucks - which is really cool.   I am shocked that's only 19%. I thought it would be closer to 30% - so it’s a little bit lower than I thought it would be... and maybe it's just that we're so inundated with the share funnels nowadays…   … but this is NOT a normal funnel - so I don't know.   I was a little bit shocked by that, but eh, whatever.   Let's see, looking at the VIP offer, VIPs are going quick, (this is not reflective of the other VIP tickets that already sold in the past)...   So a 41% take rate is pretty insane!   Next, the Capitalist Pig ad book…   So there's an ad book that we're offering, 13% for a second OTO, it's actually not bad either.   Soon there’s gonna be an additional product on top of this; I don't have it turned on yet, it's a two pay option that we’ll turn on very soon - so I think that should increase that.   So it's going well…   On top of that, I have a Thank You Page Webinar, and so of 97 people who have bought a ticket, four have gone in and purchased - which is still pretty good…   It's a $1,500 thing, and they get a 50% off coupon with it.   It's a pretty powerful campaign that we ran.   One thing that I will mention that's been fascinating is that:   The moment the campaign was over, pretty much all buying stopped, and this just attests to the principle that if you build it, they WON’T come.   … that's like the stupidest line on the planet.   I was doing some consulting with somebody, and they vehemently were very much about that phrase: “You know, Stephen, if we just build it, we know they'll come.”   I thought they were joking, and I didn't know that they were dead serious, and I started laughing.   I was like, ‘Yeah wouldn't that be nice if that was true!”   I had no idea that it was the CEO, and some of the major people in the company, and I was straight up laughing at his face, and then I explained myself, I said, “That's NOT true!”   We got another sale today, which is great, but like one sale today verses like the 96 that came in in the last couple…   They're not small ticket prices either - that's almost six figures.   Actually, with the other funnel, we've collected well over six figures for this now. It's a popular event, we're really excited about it. We got a lotta cool people coming - it's gonna be fun.   It's just funny, the moment the campaign's over, the buying stops. It's still open, it's still up, but the buying stops.   https://media.giphy.com/media/yIxNOXEMpqkqA/giphy.gif So the next thing we're gonna look at:   What other campaigns can we run?   Running Ads   Doing a summit   I have offersummit.com, and I'm gonna go get the big who's who of the industry to come in and teach us how they create their offers - that should be probably June and July-ish.   Anyway, there's a lotta like smaller to like micro things…   I'm gonna piggyback on the back of other affiliate promotions… there are secrets... I don't wanna tell you guys everything ;-)   ... just watch what I'm doing.   But it's just fascinating, this has really pushed back to the lesson the moment the campaign's over, the sales stopped the sales - that's buying behavior.   And so when someone's like, “I don't know if I wanna do scarcity or urgency,” I'm like, “Well, be prepared to not sell anything.”   As far as the lives, there was always about the same 200 people on with me every session... but by the time 12 hours had passed, it had been watched almost 2,000 times per video.   People loved it, they ate it up.   I had a lotta big friends, who are larger than I am, reach out and they're like, “What is it that you're doing?”   I got a lotta people I respect reaching out asking me questions. It was validating.   So, anyways, it went really really well, and we got a lotta noise from it.   Everyone and their mom heard about it   We did a 7 Day Launch to launch tickets - I hadn't seen anyone do that, so I was excited about it. It was hard work, but it's one of the easiest campaigns to run.   Energy wise it was challenging because you teach like crazy, but it was still one of the easiest things for me to go pull off -  it's a single page funnel.   1,800 people, I believe ended up joining the list. That’s huge.   30% of the traffic came from shared referred traffic, not my list. We found that out by using UpViral. So not only did it expand the list, it expanded those seeing me.   On weird thing, since it was on YouTube, it was actually a lot of people who are not normally in my audience... I think if we’d used  Facebook, I would've gotten more of the hot audience to buy.   Almost 100 people of the 200 who were live with me bought.   ...that's a pretty good sale rate, right!  I'm happy with that.   Once we finished the actual training, we went through with three day urgency scarcity closeout period just like what you would do on a webinar, and just as expected…   Day 1: the cart opened, and boom, big old blast the sales.   Day 2:  kinda nothing - which is usually what happens.   Day 3:  it's like shoosh - another huge amount of sales coming in.   Anyways, it was fun, it was cool. I learned a lot from it. We’ll definitely do it again. A highly effective way to teach, but also sell at the same time.   Most of the time, webinars don't have that luxury; teaching is a liability inside of webinar *usually, so it was cool to be able to pull that off.   So anyways, cool stuff guys.   If you guys, anyway, I would love to have you guys come to OfferMind.   We’ve got... I don't know if I'm allowed to say it…   You know what, I'll bring certain people on the show to introduce a lot of the speakers to you.   I am now actively, (and hopefully they see this), I am actively going to go and BEG absolute killer giants, like Mark Joyner, and Bill Glazer to come speak.   I don't know if they're going to yet, but this is me calling my shot before they've said “Yes.”   So, in the next month here, by the time this goes out there, hopefully, they’ve agreed.   BOOM!   If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good.   But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?   That's what I struggled with for a while until I learned the formula.   So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.   Wanna come?   There are small groups on purpose, so I can answer your direct questions in person for two straight days. You can hold your spot by going to OfferMind.com.   Again, that's OfferMind.com.

Boom, what's up guys, this is Steve Larsen.   Today we are gonna talk about recycling stories.   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 guys, thanks so much for tuning into to Sales Funnel Radio.  I was on stage a little while ago, and I was teaching, and there was one question that comes up every single time when I'm teaching script building, when I'm teaching any kind of story-telling, anything like that.   One of the things that always comes across is, "Stephen I don't know what stories to tell that will break someone's belief patterns and make them want to cause a purchase to happen?".   And I say, "Okay cool cool cool, that makes total sense everyone goes through that first of all. So if you're feeling that, don't worry about that."   Second of all though, what you gotta understand is you don't always need to come up with new stories, right?   So this episode is called Recycling Stories because what I want to do is share with you guys how I do that. So what better way to actually teach you to do that than show you actually me doing that. Does that make sense?   So what I did is, a little while ago I actually decided, this is something I've never done before in front of a live group. I've done a lot of funnel building but live script building!   Guys script writing is hard. Just know that it's one of the hardest parts of funnel building overall.   Putting the pages together, that's some easy stuff man. That's easy stuff. You drag and drop, you're done. Script writing though, that's not easy. And so what I wanted to is...   I thought how cool would it be if I actually went and built a script live in front of an audience, and it made me a little bit nervous - I'm not gonna lie -because it's not an easy thing to do.   We'll spend days coming up with one headline, you know what I mean? And so to write a whole script, not just the headline? That was really challenging for me to do that. It was a lot of fun though.   It took me 12 hours. It was in front of an audience of about 75 people, and I built an entire webinar script from top to bottom. The whole thing, top to bottom. And what I was trying to teach them and share with them in this part, I just ripped it out, and I'm gonna share with you guys here.   I'm building the actual webinar slides live. I recorded my screen doing so and walking through and talking through each slide. So that's actually what we're gonna cut over to in here in just a moment.   But what I want you to understand, see and notice is that for a lot of what I'm doing for that webinar - this is for my product - it's called My Funnel Stash...   "Oh crap, wait just a second. Eh, there we go!" (Stephen goes to get something - he comes back with a fake mustache and some red and green sunglasses - He puts them on and continues to talk).   ...I'm doing it for a product called "My Funnel Stash." It's a play on words. It's all the funnels that I've been building, and that I built over at ClickFunnels.   It's gonna sound a little conceited, kay? But no one really else is gonna have the opportunity to sit next to someone brilliant like Russell Brunson and learn right at the feet of a master for that amount of time.   When I left, one of the things that Clickfunnels did which is brilliant, is Russell was like, well I don't always wanna be just the one funnel builder, so they created an internal agency.   I don't know that ever anyone else ever is gonna have the opportunity to do the kind of thing I did. For that reason I feel a little bit of a mantel to share with you guys some of the things that I was doing over there.   Please note, that's one of the reason why I talk so much about Russell Brunson is because I feel a little bit of a responsibility to share with you some of the things that made funnel building successful. And why someone like me, I was building funnels ahead of that time, but the finer points of it that made it actually work and stick.   This is super cheesy I know, but I actually sent out Clickfunnels colored glasses and a funnel stache, stash with the actual stash of funnels that I used to build 500 funnels next to the guy.   What was interesting about this, after doing the amount of funnel builds that I did at Clickfunnels, I need you to know and hear me now: "Funnel building success has very little to do with the pages, okay?"   You can have a funnel that is limping along on one leg and be totally fine, very successful. Completely fine.   Now please go in and make your funnel tweaks, make them good, but if your funnel is only working because of little tiny tips and tricks inside the funnel, then your offer sucks. Right? Your script is terrible. That's just the fact. Take it from a guy who's made a lot of them. Understand what I'm saying here.   So what I need you to get, this is a longer episode, but I'm trying to share with you guys how I'm recycling my origin story in different products, and how that's totally okay to do.   Scriptwriting, that's really where the rubber meets the road. Before Clickfunnels existed, that was the always the most expensive part of building a funnel with a traditional team - because copy is what does the selling.   I can feel my stache starting to fall over here. I'm getting animated, it's like sweating. Anyway, so guys this a little bit of a longer episode, but we're gonna cut over to a segment that I've chopped out where you're gonna see me recycle the same story for different things, and that's totally fine.   My origin story is still my origin story. So if I'm gonna go sell a product over here, or sell product over there, or sell product over there - those are different products, but I still have the same origin story. I can't change my background.   So how do I recycle my story in a way that fits the other things that I'm selling without making it obvious? And so that's what I'm doing. I'm actually script building. I'm live script building, and I'm taking from a lot of other webinars that I've built to go in and rip out different things and elements to fill out the requirements to make a good origin story.   So again, what is that?   Let's wait again, one more moment. (Stephen goes to grab something)   Okay, a lot of chopping in this one. Sorry. I went and grabbed my copy of Expert Secrets. Anyway this one script inside of your origin story is incredibly powerful. And I know this is gonna be a long episode, but just bear with me.   If you guys a listening on iTunes, if you're listening on the podcast, that's awesome, just know that I'm gonna cut over, and you can still listen, but I'm gonna cut over and literally share my screen as I build out the intro section to my webinar script.   This script did 30 grand in the first week with no ads spend and just a few mentions. Isn't that awesome? That's crazy cool. How did I do that? A lot of it has to do with the script. A lot of it has to do with the way that I pre-framed it and how I built the pressure ahead of time.   You guys are like, "Stephen I can't you serious with this thing on." And honestly, I can't either! I'm trying not to look at the screen over here because I look like a freakin' goofball.   Anyway, check this out. Check this out.   The epiphany bridge script, you guys are gonna watch me us the epiphany bridge script in the wall I tell my origin story.   This is what sets the pace, this is what sets the foundation in the buyers minds so that when you tell the three stories, of secret one, two, three, they're actually in a state to receive them. And this is why it's so important, so powerful. Don't jack up your origin story.   So what I thought, how cool would it be if I rip out and just share with you guys. So it's gonna be like 20, it's like 30 minutes, okay? It's like 30 minutes, but you're gonna hear me explain each slide.   You're gonna watch me explain each one of the steps going through the actual epiphany bridge.   (Steve points to his fake "stache") This thing is actually falling off, but I want you to see how important this is. This is funnel building. The other stuff, I'm not saying...   I'm a funnel builder, I build funnels like crazy. I built two more of them yesterday - which is awesome. They're single page ones, but they're really intense, oh my gosh, they were hard.   But anyway I want you to know at the core of it, if you can't do the thing I'm about to share with you guys, man, choose a funnel style that requires very little copy and/or just learn how to do this.   I didn't know how to do this. I got like straight D's in English. Seriously in pretty much all of high school and a lot of college. I'm not an amazing writer. I'm not. I don't know amazing punctuation. I'm not good at that crap, okay? But I wanna teach you marketing writing. I wanna teach you marketing English, or whatever nationality you're from. There's marketing language.   I'm gonna teach you the language of marketing. It's its own language. It's its own vernacular. It's its own way to present. It's its own way to come across and actually give your people what they should hear in order to cause a buying decision to happen. That's the core.   That is why I can leave an amazing job at ClickFunnels (which did cut me to the soul.It cut me right down to the very core to do that), but it's the reason why three days after I left I had a converting funnel up which made 36 grand without any ads spent. It's because of what I'm gonna share with you in this clip.   So I know this is gonna be a long episode, just get over it. Get a piece of paper and see what I'm doing here.   For those of you guys who are on iTunes, I never normally ask you to do this but come over to the YouTube channel and watch me as I literally record my screen in front of a live audience, fielding their question. Watch me go in and actually build out the introduction section of my webinar   it's what I use no matter what product I am selling. Yes, even for a book.   One of my best funnels right now is this amazing high ticket funnel. Guess what script I freaking used to sell the high ticket thing? The webinar script, guys. I use it everywhere. It's not just for freaking webinars. It's not for something that's only a thousand dollars. I use it for everything.   So please understand that's where my passion comes from. When people read this a lot of times, they're like, "Oh this is about a webinar script" No, no no no! This is the most powerful sales script you've ever seen in your entire life.   I did two summers door-to-door sales, I was a telemarketer, I was good at both of them. This is the most powerful script I've ever seen in my entire life and I don't want you to jack up the intro of it. So again we're gonna cut over here - watch my screen as I do this, bear with me, I know it's a little long. It's not normally this long for these kinds of episodes, but I think you're really getting a lot of value from this, and if you do, please, please, I am begging you, share this.   I'm sick and tired of so much garbage information out there that misleads people. "Oh you're not converting because you don't have the right slogan, the right mission statement," that's bull crap, okay?   You don't know how to sell. That's the issue. And I wanna teach you how to sell. And you're gonna see how I do it inside this episode.   Guys, thanks so much. I know I'm fiery, but this is how I feel about it. This literally saved my family financially to learn how to do this.   And if you wanna do the same, if you're in that same kind of spot...   My stache is falling off.   Learn how to do what I'm gonna share with you. And if you like it, turn around, please share with other people and spread this around. I'd really appreciate that. It convinces iTunes that I'm actually worth my salt. It convinces iTunes that, "Hey, we should actually rank and push up even more." I appreciate you guys.   This is like a thousand downloads an episode now, and I really appreciate you guys checking this out. It really means the world to me to be honest. But man, we're just starting, okay?   And I'm so sick of how much noise is out there, and "little motivated papa Larsen's" coming out right now. Just know that.   But anyways, let's cut on over, you guys watch me actually go and record my screen and share with you guys how I do this. I care about you guys too much to not share this and get a little passionate over it.   Go over, grab a piece of paper, press pause for a sec if you need to. Please share this if you guys enjoy this. I've never shared this part before, and I've never live built what you're about to see in front of an audience ever. I always do it on my own.   Thanks so much and let's cut over now, bye.   I wanna answer the question. Now we dove into pretty deep in the last time I went through and I built this stuff.   I know some of you guys, this is the first time you've been in here, but some of the stuff I'm talking about I've already gone through, so I'm gonna move on....   There's two introductions. I have effectively introduced the webinar. There's two introductions in the introduction section. There's two sections of it, okay?   Section one is: "What is this webinar?" If I don't answer that question, that's a bad question to leave on a open loop. So some questions you can leave on an open loop. That's a bad one. That will cause confusion. Confusion is a no and they run away.   So I have to be able to introduce the webinar and then I've gotta introduce "Who the heck is talking to me and why does he have freaking stache on?"   So there's two sections in the intros.   Section one, intro the webinar.   Section two, intro the speaker.   Now for those of you guys who are pitching other people's products, that is where the issues kinda comes in a little bit. Not an issue, but that's where it gets challenging 'cause you're like do I introduce, for my case funnel building secrets, do I need to spend time introducing Russell, they still gotta know who he is or they're not gonna care what I did. What I used to do. And then I gotta introduce ClickFunnels, and the positioning gets a little bit weird.   That's why I always encourage you guys to do webinars for your own stuff, not that you have to do it but at first it's an easier pitch to go for.   So I like using this slide a lot. I use this slide multiple times." Yeah. Mr. Steve huge eyeball's Larsen, who are ya?" Why am I doing that? It's because I want them to feel like "oh, this guy's just kind of a fun guy." You know like moss. That's pretty funny. This is where you brag about yourself and if you're nervous to do that you kinda have to get over that.   So I say things like I say things like, "Hey what's up, my name's Steve Larsen, I was the lead funnel builder at ClickFunnels for two years, I built almost 500 funnels while I was there. I was Russell's right-hand guy. I helped create the original Two Comma Club Coaching Program which helped a lot of people get a million bucks and a lot of others also make six-figures which is also awesome, right? Anyway, I'm a Two Comma Club coach now and I've left that though to go and make my own Two Comma Club funnels."   And this is where I start, you gotta show off a little bit. I like to go in, now this is where that transition, I use the intro to me, they wanna know the credentials, what's the fast punch, here's the credentials, here's why you are awesome.   But the next thing though, this is why this guy's able to come speak about this stuff. Now the next thing I do though is I use this as an advantage to catapult me into the beginning of my origin story.   So the origin story here: For me, I'm gonna tell the story. Now let's go back, let's consult this real quick. Let's consult, bam. Now here's the origin story for me this is the story:   "Funnels saved my family financially after 17 business tries." This is true story, right? And I'm gonna go in and tell the story. Now I restructured just a few of the other stories in the layout, but I'm gonna use the second slide as far as who are ya as an intro to me. And I found that transition works quite well every time I do that. So this is the outline of it:   "Look, we had no money. Asked dad for money, said no, figure out how to use the resources that you have. It was out of love, he wasn't like no are you kidding, he's a rock star. And I was like crap, so I started studying different asset types and I ran into Rich Dad Poor Dad and he said there's three different asset types. I was like what if I try all of them. I chose business last." This is a true story.   "I chose business last because I thought it meant that I was greedy if I was gonna go do it. That's a real false belief I had. So I did paper assets first. That's one of the three asset types from Rich Dad Poor Dad. That's like the gateway drug for most entrepreneurs. Then next I went into real estate. I did a lot of real estate stuff. And it's not that I didn't have a little success with each one of those things but there were some things that made it challenging like in real estate, like truly, if you're gonna kill it it's best to have some money down.   Same with like paper assets, stocks and options in trading and I borrowed 15 grand. I borrowed 15 thousand dollars to go to some stock classes. I was freaking hustling.   17 tries later I ran into Russell Brunson. And I was like this guy looks like he's 13, I don't know if I'm even gonna trust him." Some of my initial reactions, kay? Just same thing as everyone else says and I was like, "Hey check it out, if you say these funnel things work let me try it. And so I did and started taking on clients and started bootstrapping my way to different things and that's how I bootstrapped my way to the event and became such a fanatic.   "Before I met Russell that they knew who I was when I got there because I was the guy always writing into support, pushing the bounds of their software. Literally their coders would go and try to keep up with some of the things I was begging for them to get done. And so when I got there I got five job offers." So I'm gonna tell that story quickly. And that's the origin story.   But I'm also gonna in and I'm gonna talk about one of the first funnels I built that was actually a good success. So that they see, right, it's a origin story.   The origin story is the backstory of why you are in the thing you are in. I'm talking about funnels so I gotta answer the question: "Why did you choose funnels?" And I gotta answer that question in a way that's slightly emotional - in a way where they can logically, although it's emotional, see how and justify: "oh it's reasonable, I see why he's doing what he's doing. That makes sense."   And when I do that, man the next three stories are really really easy to get good reactions from.   So the first thing I'm gonna do here is I'm going to introduce myself. Right? And I'm gonna talk about how I got a radio show, actually got on the radio, two times in the last few weeks. It was really fun. Oops.   There's the family and I'm like "Oh look, isn't that funny, I love that picture of my little girl putting her finger in her nose. She was supposed to be a flower girl and was walking down the aisle as a flower girl totally picking her nose." Funny picture. So I put that in there. I put that in, I'm trying to be raw. Guys, trying to be real. Why else would I wear a freaking stache right now?   Right, I'm trying to be very open like: "oh man, this dude is real." And I'm trying to help them see that. Bring your walls down, bring em down, bring em' down. That's really what I'm trying to do here. I'm gonna put the other radio show in too. 'Cause it fits the fits the audience here. Let's see. There we go. Bloop. Crazy how many downloads there are on both these now. So I'd probably put some animation in. Here I got a radio show. Gets over a thousand downloads an episode now. How cool is that? Thousand downloads an episode now.   I also have another show. It's not as old but it's already doing about 400 downloads an episode and I am obsessed.   What I want you to know is guys, I'm obsessed. I am obsessed with this game. I eat, drink, and sleep this stuff. My family's been there. They are my biggest support team ever. The whole thing starts with the family. Bam. And that's my intro into how I begin my origin story.   Cool, so it'll be like a little animation. First that one then I'll animate in the others.   Then this is where I'm gonna talk about origin story internal and external desires.   I need to go in and I need to paint a picture over my desires, right? And some conflict, the backstory. So the backstory for us and I like to use this one a lot, guys you might be noticing like, "Stephen you're using the same stuff from other webinars?" Yeah, okay? Your story can be repurposed into other things.   It doesn't need to be this brand new thing every single time.   It's still my origin story. It's not like it changed. All right? So I'm still gonna use it.   Look at that hottie (Stephen looks at a picture of his wife on their wedding day).   I can use the exact same stories. It doesn't need to be, right, and I can sell different products with it 'cause it's still the way I got into stuff. So I go in and, I tell the story:   "We got married, this is how small our apartment was."   So I'm gonna hit a wall here. I'm gonna hit a wall and this is the wall. I need to hit a wall and the wall is we got nothing. In fact look right here at this picture. You guys see this is literally a picture of our apartment. I didn't try to take it blurry on purpose, it just is blurry.   You know those lose weight commercials? Like the before pictures always like black and white suddenly no one can find a color camera anymore and they're like looking all weird at the camera. You know? And after pictures they're like shredded, suddenly the picture's in color. This looks like I tried to set it up. It's how it actually was. Any way. I was like: "Check it out, I actually drew a fireplace on the wall with a crayon. We had no money. We got married weeks before Christmas."   Suddenly it's like oh crap, it's hitting the fan, and it hit the fan. "We had no cash. I asked my dad for money I was like what if I go asked him for money." I have an epiphany. And so I like to use... So I went an I started asking, I was like "Man student loans are on the way."     We use pictures to depict different aspects of the story, okay? The pictures are just guiding the major elements in the story. You know what I mean? Let me save this quick. The pictures are guiding the elements in the story, that's all.   "So I asked for money and that's the very room, that is the building where I asked my dad for money, and he said "no, can't do it." And I was like "Crap, all right, what's my plan?" So that's the next part.   Remember guys I'm just following this thing. We're right here. We're almost done with the intro, kay? Is this making sense? You guys with me? You guys seeing how this could apply in your business? Just keep going. A bunch of trial closes all at once.   We've got 74 of us on now, this is awesome guys. Appreciate you guys being on here. Hope you guys are liking the stache. Can't wait for you guys to get yours.   So right now I gotta go plan. Here's the plan. The plan is, this thing is like falling apart. "The plan is I gotta start studying how on Earth am I supposed to make money? I don't know how to make money? I've been studying business in school, but they're not actually teaching me how to make money. So I started studying. I started studying and started learning.   One of the guys I started studying was a guy named Robert Kiyosaki. And he told me about the three different asset types, and I still got his voice in my head: "Well, the first thing you gotta do is the three different asset types."   I don't know if you guys ever listened to him but his voice kinda sounds like that.   "The three different asset types and if you're wise you're gonna go and you're gonna get one of these kinds of assets and just stick with it." And he sounds like that. And I was like, "Well, I don't know what to do. What if I try all of them? But I don't wanna try business, that sounds way too hard, I'm not gonna do that." So I was like "Ah, so I started running, running, running, and I started acting." - meaning I started, I should clarify that 'cause in one of these I say I started acting, but that sounds like I actually was an actor.   I'm gonna hit some conflict here. Now you see I'm just following it. I just make a slide per epiphany bridge script. Or epiphany bridge step here.   Boom, first thing I did is I started taking action. I should change it to that. Started taking action. Whoops. Action. Started taking action. And I went through, and I borrowed 15 grand and went and started doing this and anyway...   I know all you guys are very focused entrepreneurs here, but none of you guys have ever had shiny object syndrome? Well yeah me either, so I went ahead, and after a while, I was like "This is hard!" I was whiny.   I was whiny and I went and I checked out real estate. And I got 300 phone calls in one month. I was putting those little paper signs up all over the place. Again this is all true, I'm not making any of this up. I put those paper signs up all over the place. Looking for buyers, looking for sellers.   I got 300 phone calls and started matching buyers with sellers and doing a double escrow. I'd up the price a little bit during close and take my money, anyway. And that's what I was doing. Until I realized there really are limited options when you really still are completely broke. Flipping in that way, it's not that you can't make cash... Anyway, right?   And I need one more conflict slide here. I'm almost done with the intro, and then I'll come over here to your guy's comments and your chat, okay? If you guys got anything come let me know.   And so you see how I came up with a plan, and I walked myself going through the plan, but there's an issue with the plan. The plan was to try these three asset types, and the reason why I'm doing that is because they can logically see how that is a logical thing to do. "Yeah, why wouldn't you try that?" It's because I'm trying to them as the protagonist in my story.   They're not even gonna experience the same things that I did, but the power of story is this:   "Right now I'm sitting in my office, downstairs my little girls are playing. I can hear them right now. I can actually smell the aroma of some good food. I think my wife is making some food and if I were to walk downstairs right now we'd have our kitchen table there, and the countertop and she usually likes to put food right on the countertop, and we go serve up and then go sit at the table together." Okay, stop! How many of you guys just imagined your own office? Wait a second, and you imagined your own house? Oh, baby! Wait a second, but I'm describing MY house. But you thought about your house? Did you think about your own kitchen? I was talking about my kitchen. My kitchen table is completely perfect square, and it's brown, it's made of wood, it's beautiful. I was talking about my kitchen though. But wait you thought about your kitchen? Huh. And the countertop, did you think about the aroma of food? Did I even describe what food it was? No, but you thought about food. And you thought about good food. You thought about little kids playing and hearing them squeal around and stuff. Right. Wait a second, but I'm talking about MY story! Isn't this fascinating?   This is the power of stories. The reason stories are so powerful. If I can logically, inside the epiphany bridge script, get them to get inside my story, they will effectively have experienced, on an emotional level, the very same story that I experienced.   Even though MY kitchen's different than their kitchen. Even though MY dad told me different things than your dad might of, or regardless. Does that make sense? The power of story is that it takes the backgrounds and the experiences of each listener and it combines them emotionally even though the scenes are different - the facts are the same. The emotions can be the same. That's the key, and that's why stories are so powerful.   So what's my plan? "Oh I'm gonna, I don't know, I gotta make money," and I guarantee everyone's thought that who's been on the webinar, right? "Oh man, I gotta make money too somehow." So I gotta come up with some kind of plan, so I'm gonna do what he said, "Business assets, real estate, paper assets." So I just started doing it, and I didn't wanna seem greedy so I actually purposely didn't go for business first. Guys, that was a really stupid thing that I did, but anyway. I went straight to paper assets, and I borrowed cash.   How many of you guys have borrowed cash to go to some person's course before? Right, I know, me too. That's crazy I found out that he's actually teaching stuff he knew was outdated. Now I call that dishonest. Right? They're walking through with me: I guarantee I'm not the first person they've spent money on and not been successful with.   So then I went off on my own I just started doing more real estate stuff. I finally turned to business. I went 17 tries over the next three or four years going for these different kinds of business. How many tries have you guys gone through? Right? Have you counted them? Anyways 17 tries later I was doing two summers door-to-door sales, telemarketing, ebooks, diamonds, that was an interesting one, websites, traffic driver for Paul Mitchell, right? Anyway, and I thought the issue has gotta be me.   And I want them to say that about themselves. That's why I bring this up. You guys liking this? I was the issue. So I'm gonna use some of these same slides from a few other webinars because they work and the origin stories, it doesn't matter.   I'm still gonna change some things in the notes here and customize it based on the audience that's listening. But I can lead them down the psychology and why things are the way they are there. Kay?   "The issue must be me. 17 tries later, still not enough money to actually support us, it's gotta be me. There's no other reason. I can't even think of another reason why I haven't been successful at this game yet." Why am I saying that? How many of you guys right now there's 75 of us on right now. How many of you guys right now have asked yourself that question? Kay?   This is me doing this old story, if I know what your false beliefs are when you see this new opportunity, I use what you're saying to yourself inside of the new story. Inside of the new story. That is what combines, that is the bridge when you join in the conversation inside the customers head that's what that means.   That's why if you don't know who your customer is it's really hard to know what stories they're telling themselves and it's really hard to tell effective new stories. Very challenging.   All of this game starts with the who. Who, who, who, who, who, kay?   Anyway, I'm sure, I know, I'm positive, 99% of people have asked that question. Anyone who's successful has asked themselves that question. How come this isn't working? And they start doing this self-defeating thing, and that's fine - it's a natural thing. Every one of us has done it. But when I say I've also been through it oxytocin hit. It's the chemical of connection. It's the hardest one to get. "Man, this guy gets me."   Man we're going freaking deep. Deep! So I think through, and one of the things I wanna ask myself is what are these top entrepreneurs right, so I'm gonna pose a question here and at this point emotionally I've got them in this place where they're very open to me. They're very open to me. They've come through very similar to what  I've gone through.   I've answered questions about who this is? I've stepped to the side with them. Side by side. The positioning I'm taking:   Look little testimonial of people who've actually done what I'm talking about here so you know I'm not crazy. "Now who am I" Cool, here I am. There's some credentials now, it's actually going to the origin story itself. "Oh man, this guys actually all right. I connect with this guy. I've had the same questions in my life." Yeah, that's why I freaking talk about the stuff I do. That I came up with a plan. Have you ever done any one of these things ever? I guarantee it, right? So I have them in a point right now when I ask a question, this is very key, very key moment inside of the origin story. Where I ask the next question, and the question that I ask myself is "So is there a new way?" New way. Now I haven't brought in much of the new way yet.   . Anyway, we're almost done with the origin story here. Section one here. I haven't brought in too much new way yet. Still kinda focused on the old way but I'm gonna describe the old way through another mini story:   "So I started asking myself, what are the top entrepreneurs actually doing to make cash? Are they doing the real estate thing? I know some of them are. They're doing paper trading, paper assets, I know they are. Right?" And so I ask this question because it means they are gonna ask the question to themselves. If I pose a question, that's like cool mind control. If I said," I wonder what's in this orange bottle?" You just asked the same question, kay? I just literally entered your head - 'cause the human brain can't stand open loops. We gotta close the loop. "Wow, what is inside of this?" Right?   "How does Stephen have so much energy?" It's me entering your brain. Oh yeah. All right. "What are the top entrepreneurs actually doing to make cash?" And I wanna guide them through the section called old way. If you don't know what I'm talking about, page 114 in Expert Secrets talks about this.   Long journey. I'm sorry, this is part of plan. Right there. It's part of the new plan. And especially in a webinars this is very key. When we compare: "Look how crazy it was compared to what's happened now. Do you wanna know how?" Awesome, the rest of the presentation's about that. Does that make sense?   This is one of the ways you hook them to the end. Right here:   "So I said, man, what they weren't doing as I started looking around what I started noticing is that every one of these guys, none of them, none of them had websites. None of them did. Right? Not ones that are cash flowing 'cause no one could get them to cash flow. They were doing VC funding. They didn't have business plans and this went against everything I had been studying and learning, went against all my marketing degree. Everything that I had been doing up until that point."   Now let's see where we are right now. Conflict, right? So for me, I'm trying to help them see logically where I'm coming up from. And "I started studying I realized what they did have was this thing called a sales funnel." Kay?   And we're not on new way yet I'm just duplicating the slides here and honestly by the time I get through origin story on a webinar I'm typically around like 30 minutes. "Guess what they did have? Sales funnel."   All right I'm leading them through this epiphany as I go through it, kay? I was like "What's a freaking sales funnel? What's a sales funnel? That looks like a website. I don't know, I got a website, I know what to do. But I started studying all these different guys, and I ran into this guy..."   Okay, and this is where we start getting into again plan. New plan again: "I ran into this guy that looked like he was 13 years old. Is he even old enough to shave? I don't know. Should I even trust what he's saying? And I started studying his stuff, and I became a fanatic."   I like to have these things pop out as I talk about it.   So I'm like, "I ran into this guy named Russell Brunson I didn't know who he was. Is this dude even? I wonder if he's legit? Does he shave?" You know what I mean? And again I'm entering the objection that's inside their head. Right? They might be like, "He looks really young..." so I'm gonna say that "He looks really young."   It's interesting how much you can control this stuff. I'm gonna ruin you guys, I'm gonna ruin you guys.   Last night my wife and I were talking late, we were just chatting, and she's been asking a lot about sales psychology stuff and it's been kinda fun and she's getting into a lot of real estate stuff. I actually truly love real estate still. It's something you use a lot of, anyway.   Funnels are a great way to get a ton of cash real quick. What do you do with it once you got it? So real estate is the way we're moving. So she's diving into real estate guru-ism, and I'm being the funnel guy. Dance like a monkey in front of the camera guy.   So anyway, and I make these each pop up. And I was like: "Man, let me show you, so you guys know what I'm talking about. I saw this guy and his name was Russell Brunson and I was looking at him and I was like there's no way this guy knows what he's talking about. So let me... Let's see if it works? Like, check this guy out. I saw this course he had called DotCom Secrets, and I got it. Remember I've gone through 17 tries here. Suddenly things started working. I was like what the heck and I became kind of a Russell fanatic. I got his book DotCom Secrets then I went through Dot Com Secrets Ignite. Then I actually went through 108 Split Tests. I carried it in my backpack for months. Then I got the Perfect Webinar, this guy's crazy. I'm actually making cash from this. And again I was keeping it small 'cause I kept testing with all these little clients I was getting, but lo and behold stuff started working."   Anyways, so that's kinda how I roll it out like that as I'm saying it.   "And the biggest thing I learned from him was exactly what he was talking about which is this..." And this is where I really dive into new way/case study.   Now in this scenario I've actually done new way and case study, I'm doing both. So for the first one here I'm actually gonna do here's the new way, then I'm gonna walk through a case study just to destroy any additional false beliefs that people might have, kay?   This mustache is starting to get a little itchy.   The biggest thing I realized is that, all right, you guys I'm gonna start right there, again I'm using things from other things I've already created before.   A lot of things, if you've already made something like it's an asset forever, not just for just that business you're selling or whatever: "The biggest thing I realized is that funnels make me money and websites make me broke" Later on, I talk about a website, one of my very first websites and I show it to you. It's very funny. Anyways that's coming up in the plans. It's terrible. It was completely awful. It was for an artist. And so what I'm gonna talk about in this next little bit here is I'm actually gonna walk them through a crappy funnel that I had at the very very beginning.   We are now in case study. We've just gone through new way so now we're gonna dive through case study. Let me just clone this a couple times here. And I'm the case study, that's fine. Again if you don't have a bunch of testimonials, it's okay to be the case study on your own. So I'm the case study in this case. Which I have been. And I'm walking them through my origin story. They're still logically following me:   "This is one of the first funnels I built that was actually quite profitable. This is my crappy CD funnel. And I went through and I actually creating these different funnels and literally funnel hacking Russell. This is, I made this, I don't know, I got a ClickFunnels account very shortly after ClickFunnels left beta like a month or two afterwards. And that's one of the first ones I built. So this is like three and a half years old. But this is what I did. I literally modeled what he did. And so I went through and I just modeling exactly what he did and I went in and I bought everything in his funnel. Everything. All right so you guys can see this. I bought everything in his funnel. Every little piece in there."   And remember what I'm going through right here is I'm going through origin story to break that down a little bit more:   "I had no money so then I starting studying assets then I started building funnels."   I'm gonna compare a then versus now and that's what's coming up. That's why I'm doing this. A then versus now which is very powerful:   "I bought everything inside of his funnel, and I saw exactly everything that was in there I was like 'crap,' this might as well be my business model, why would I do anything different?"   "This is the beginnings of one of my very first funnels ever, and next thing I did is I sketched out the funnel itself. I don't like the little, I like centering it. I sketched out the funnel itself. Sweet I did the 7.95 thing, a 97 dollar thing, a 297 thing, and that was it. I was like sweet. I did the exact same thing literally. So my funnel after I went and did it looked exactly like this. This was it. Looked exactly like this. Then I built the entire funnel. And that was it, that was the funnel."   And so remember this is a case study so now the results need to come on in. So let's talk about the results:   "And the results are in. I was like what the heck. I made 18 thousand dollars in student loans my first year of marriage. And this funnel in a year did 60 grand with no ads spend. What! Completely changed our life. Totally changed our life you guys. 100%. This completely changed our life. That make sense?"   Kay, now I got them in this really interesting spot, and I'm like what if... Let's go back here to our assets. Conflict:   My funnel sucked, and I'm gonna talk about that:   "Guys, it did not do that at first. It was terrible. It was only after I modeled what I saw that Russell guy doing."   So the old way, right, the old way I don't build the funnel first. So that's one thing I didn't talk about up here is I went:   "he first time I went, and I built this thing sucked! Sucked! Everyone say sucked! It was terrible. I lost so much money.  It was crazy kinds of money. Time, I lost a lot of time. I didn't know what I was doing and this did not sell well at all. And I'm like well I might as well go in and free plus shipping funnel, right? The results are in, and we made 60 grand from that but how cool is that?"   Now I'm gonna do a then versus now. That's what this is called in script building. I'm gonna do a then versus now. Let's go back over here. New way/case study. Then versus now, right here. I'm talking about results so we're right here so then versus now so I'm gonna go in and I'm gonna grab the results from and those are pretty good. Not bad, not bad. That was okay:   "But you've gotta understand I did way better  - in a years time I was doing about four grand a month:   "The funnel's success had everything to do with the way I built funnels after this."   Had nothing to do, meaning literally the order of the way I built things in and what I wanna go through for the remainder of this is to show you this, check this out:   "The first time I went, and I launched it we did 60 grand, not bad. I know you guys are like "oh" but check this out: "This is the first month of the new way launching the exact same product. Look at that. Almost exactly the same amount of money in one month with no ad spend. That was in one month. So you guys, isn't that interesting? So I wanna share with you guys, alright so here's old way..."   Again we're pulling old way verse new way. So let's grab a text box. This making sense? It's making dollars. Alright, this is the old way. What! Let's make that text white, we'll make shape fill that red. Bam old way. Here. And that's pretty good, awesome. What! I wanna talk about the new way, though. And I'm gonna have this automate in at the exact same time. (Stephen finishes working on the intro to the script.)   Oh yeah!   Hey, obviously a funnel's already dead if you can't even get anyone to opt in, right? So I spent four hours teaching an audience how to get high opt-ins. When they work, and when they don't.   If you want access to that member's area where you can watch those replays, just go to freeoptincourse.com to create your free members account now.  

It's been said that 80% of success is just showing up. If you haven't made a sale yet... that may be the issue! What's going on everyone? This is Steve Larsen, and you're listening to Sales Funnel Radio. 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? Hopefully everyone's doing great. I've been outside today, it's a Saturday, putting together this episode. Been outside. A lot of you guys might know this, actually, most of you probably don't: I actually really like yard work, which sounds weird, as a teenager I would have never said that in my life. But I do. I was the oldest, which meant I did a lot of the yard work. Oldest of six kids, so growing up I did a lot of yard work. And for a while I hated it and then, realize though, for whatever reason now, especially too, it's almost therapeutic, for me to just get outside, work with my hands. Almost all my jobs growing up were labor jobs; physical labor jobs, things like that. I like working with my hands. Anyway, so I was outside, I just chopped a tree down in our backyard, which is awesome, I'm doing a whole bunch of stuff. Anyway, I'm fixing our pond, a lot of stuff. I really love doing that kind of stuff. Anyway, I was outside just a few minutes ago, maybe like two hours ago, but I was outside. I was mowing the lawn, I was trimming the hedges, all the stuff I... Usually I'll either listen to music and just zone out, which typically for me is just as advantageous as me listening to a chorus: the chance to have nothing going on in my head and just let my mind drift. And that's one of the reasons why I like it so much. Anyway, so I was out there and out of the corner of my eye, I saw the most incredible opportunity start walking up to me. I love it when this happens. There was a door-to-door salesman, he was walking on up, all awkward like. We saw each other, he was trying to ... does he call out from far away? Does he kind of sneak on up? I love talking to door-to-door salesman because I was one, right? So he starts walking up, and I'm listening to Foo Fighters. I'm blasting Foo Fighters, I'm trimming up the sides and stuff, and I'm just ... I was thinking ... I was thinking about a lot of different stuff. I was thinking, you know I'm a full-time nerd, and I'm very proud of it. I was thinking about offer creation and different things like that. Anyway, bunch of fun... Anyways, he walks on up, and he hands me this flyer. He just, I hate it when people just put things directly into my hands. Most people will take it, I don't. Whenever I'm in the mall, or whatever, and someone just walks by and just hands something to me, I don't take it. I put my hands up, I'm like, "What is this?" Anyway, so I did that... I was like, "Well, what is it?" He goes, and he starts talking. He's like, "Well, yeah, I do spot removal on like carpets, things like that. We're going to be here real soon, and want to see who else in the area wants to get it." I was like, "Sweet, that was very similar to the pitch I used to give, and it worked really, really well." And I was thinking about it, I was like oh my gosh, this is so cool. My wife and I just barely were talking about how we want our carpets cleaned. Right, we've lived in this house for a year now, we should clean the carpets, you know. We got a new little one on the way, in like a month, and ... Or month and a half-ish. We're just trying to prep things around the house. This our third kid, we know everything kind of goes into a coma. You're just trying to survive the first month or two with a newborn. Sort of like, hey, we should have the carpets cleaned. Oh, sweet. That's awesome, do you do full service? And he said, "Yes, yes, I do actually." I said, "Cool, how much do you charge?" And he told me very briefly in just like one sentence what it was that he does, what's different about him, and how much he charges, and I was like, gosh, thank you for getting right to the point. I'm asking a buying question. The guy identified it, and he immediately gave me a very fast answer of what I wanted, and let me started asking the questions. And finally, which is super cool, because he did not turn around, and he did not lead with his, he did not lead with this super expensive thing. And even then it wasn't actually that much money. He's gonna clean the carpets, and such, soon. And I almost was selling him on it, 'k ... He lead with what was the lowest barrier thing that he had, spot removal. Right, it's not an even full out carpet cleaning. Spot removal, that's it. That's what he was doing, and if you think about it. That's really fascinating. We're talking about different value ladder steps, right? Selling this really high ticket thing in the backend, that's awesome, but usually you got to sell it to really hot people. Hot market, right? Middle of the value ladder stuff, that's more usually the core of your business, but if you lead with something that's super pricey you cut out this whole other market, right? Which is eventually why we will go, and we will start doing smaller ticket things. Well, when you're talking face to face with people, or even in a trip wire funnel, we don't lead out saying here's all the money that you're gonna spend in this funnel. We lead out with the smallest barrier, the lowest barrier, free, plus shipping. That's super low bare, even though the average car value could be 50, 60, 70, 80 bucks, right? Right, it is free if that's the only thing they get. That doesn't mean we're not gonna take the opportunity to pitch them on other stuff, right, but we're leading with the lowest barrier product we have.... Anyway, I started talking to the guy more. Turns out he and I actually had a lot of stuff in common. I did door-to-door for a long time, so, did he for a while. He's around my age, and he's like, "I was working for this other company, I graduated only a little bit ago, and I just got to do my own thing, so, I'm just doing carpet cleaning for people." And so, I was like, "Sweet, I can totally relate with that." He's like, "Yeah, I had a sweet job." I was like, "Ah, me too." I just got this thing inside of me says, go do your thing, and so, I did, and it's been freaky. Yeah, it totally freaky... Anyways, we start talking for a little while, and struck up a good conversation. Anyways, he's coming back. I'm totally gonna talk to him about funnel building. It's what I do. I always talk with people. Talk about that with people. Gonna get my haircut, I always talk to the haircut person about funnels usually. Anyway, so, here's the whole lesson though. This podcast maybe a little short. The lesson is ... I've been teaching a lot of people lately, right? Obviously, You guys know that one of the things that I ... One of my isms is to just publish. Just publish, and one of the reasons why, is this principle about just being present. Did this guy have to sell me at all on carpet cleaning? No, no, he didn't. He didn't have to sell me at all. I literally, I basically, sold him. I had to ask him like two times. So, you can just come do the full thing? He's like, "Yeah, totally." I was like, "Sweet, so, you will, when can you come by?" I was selling him, why, right? You have to understand that one of the things that's always shoved down our throats when I was a door-to-door sales guy is that, if we go out and we knock on a hundred doors a day, or if when I was doing telemarketing, if we called a hundred people a day, one or two of those people, of those hundred, there's just gonna be one or two that just say, yes, just because they're just interested naturally. They're just ... You didn't have to sell them. This is the part of the market who likes to buy stuff. This is the part of the market, who actually was just talking about getting something similar that you actually sell, something similar to that. Right? This is the part of the market who just, you know what, yeah, I would, sure, whatever, come on, do it. Does that make sense? There's this principle... There's this principle of just being present that I feel a lot of people miss. They get this façade of needing to be perfect. That's actually ... It's good enough to just be present to your market. You don't even have to be a hundred percent right. Your offer doesn't even need to be a hundred percent the best. Right, just being visible is huge power, massive power, and it's very, very important for people ... For example, right, I always tell you guys, right, go publish. Are you serious about this? You go publish. There's this correlation I'm finding between those who actually have successful funnels, and those who don't. Those who do, 90% of the time, they also, go figure, are also publishing regularly. Whether that's a podcast, a blog, whatever it is. They're regularly getting out there. Why?... Why? Even if I'm just putting this stuff out there, right now, this episode, this very one I'm recording right now. I know that it is getting in front of people. I'm getting about 500 downloads a day right now. I've got this cool strategy to go grow bigger, and I'm excited about that, but I've got this cool ... Right, I'm gonna go stay present. I'm staying in front of you right now, right? And I know that next episode, you are going to want to listen to it. It is incredible. It is an interview I did with somebody who is very prestigious. You guys all know who he is. He's an absolutely amazing. It ended up being an hour long. Tons of fun. I had lots of fun with him, right? Salting the oats, letting you guys know what's going on, but that's the very point of what I'm trying to make. Just being present, just being in front of people. There will be lay down sales. There will be people who walk up to you. That's the reason why I hardly ever work with a startup ever. The answer is pretty much always no. And the reason is because if someone is a startup, and they're not getting any sales, and they've never sold ever. To me that means that they're not even trying because if they're just being present to the market that they're trying to sell to, they should get with enough repetition some sales. With zero sales skill. With zero, even marketing ability. Just by finding people, talking to the right people, who are like, "You know what, yeah, I was thinking about carpet cleaning. Yeah, I was just talking about this. Yeah, totally." And I was like, "Price? Yeah, okay, let's do it awesome. Hey, can you come back in like six months?" He's like, "Yeah." He actually said 12 months. Oh, yeah, I'll come back in a year. I was like, "No, I want it faster than that. We've got kids. There's like ... Our Carpets are nasty a lot. Yeah, right. Come faster, right? I was selling him. How interesting is that? Think about this, right? We always teach, right? That a new offer, like a new opportunity, goes and it sells to the masses. An improvement based offer, sells to those who are ambitious, and since most people are not ambitious. We don't create improvement based offers. Right? We try and we go and create new opportunities, but you have to understand that just by being present, you will find people like myself, who are ambitious, and asking to be sold. Does that make sense? We always knew those people who were slacking off on the phone. Those people who are slacking off on the door ... Because there sales just totally stopped. Just by them walking around with this pest control badge on their shoulder, right? People would ask to buy. Right? Be seen. That's all I'm trying to tell you. Be seen. Be in front of people. Be there. Be visible... Right? Now, there might be a lot of people out there who are not quite at the opportunity ... The opportune moment in their mind to purchase. Right? They should buy from you. They should buy from you, but they're like it's not quite time yet. Right? I've got a few other people that are trying to sell me stuff right now, and I'm like, well, it's not quite time for me to get this. It's not quite time yet for me to do this. Right? But there's a huge market, right? Out there. Bigger than I know. I shouldn't say huge, but bigger than I realize, right? Who are the ambitious people, who are just gonna say yes, frankly because they know it's an improvement, frankly because the opportunity is there, frankly because we are just talking about getting our carpets cleaned. Is this making sense? Are you guys getting this? I hope it makes sense. And so, I'm like stop obsessing so much over the actual product, and just be out there talking about it, selling it, right? Even if the pitch isn't perfect. Who cares. Just be out doing it. Right? That will perfect your pitch faster than you sitting in a room days for doing it. Okay. It's funny because I'm in this cool place in my webinar building right now, where I'm actually recreating the entire thing. Okay, and that's what I've been doing basically this last week. I feel like my momentum has been a little bit slow, as far as output because I'm solely focusing on my webinar script. I am destroying it. I did it live quite enough times, talked to a lot of customers, talked to a lot of people realizing that, oh, my gosh, this is what they liked. This is what they didn't like. This is what they didn't buy. This is why they did buy, right? And understanding what those things really were. This is a progression beyond a simple ask campaign to people who have never bought from you. I'm talking with people who have bought from me, right? People who did start filling out their credit card, but end up pressing purchase, right? Those people. That's way more amazing data, and I'm going to them, right? And I've just been present. I know my pitch wasn't perfect, but my funnel is still limping on a single leg. I know it is. There's so much that's wrong with it, okay, but I've not obsessed over it so much yet... I know I will... I know it's gonna be amazing, but what I'm waiting for is this awesome blend between what I know people are struggling with, right? Not just there needs, but what they want, and what I'm offering, and the sales message that delivers that offer. And it's coming. It's real close, it's real close, okay? I just spent six hours yesterday going through and ripping apart my webinar. Ripping apart the script. Tearing apart my offer. I'm basically restructuring the entire thing. I'm very, very excited. Probably in like another week, we're gonna be gone for a little bit here, but probably in a week, I'm gonna turn back around, I'll redo the whole thing. All that mattered for me, phase number one though. Right? If you're like "Steven, I don't get it." When you say "Steven go out, Steven go out and just start selling first," but I don't have the product totally perfect yet. Another way to think about it is just go be present. Just be there when people are looking. Some of the power of publishing. Some of the power of you being out there, is just merely, right, just whenever their eyes look when they're like, okay, I'm finally ready. Okay, I'm looking. You know what? We just talked about how it'd be cool to do this, you know what I mean. You know what we talked about ... You know ... You know what I mean? Boy, if somebody walked around here and says "Hey, we do sprinkler service." I'm hiring them on the spot. Right? There's stuff I need done with the sprinklers. I know how to do it, I don't want to do it. Okay, I dug sprinkler trenches by hand for a whole summer. I put up false sprinkler lines up, that was, I know how to do it, I don't wanna. Okay, if some guy walks up, does that make sense? There are things that I see inside my life that I just not need, but also want. And same with you, and you're actually selling stuff, guys, it is ridiculous how many people are asking me for my product right now. Coming to me, asking me, without me selling them. That means I have found a want, not just a need. I am hitting directly on the pain point. I am hitting directly on the spot where it is an insatiable blue ocean. And just by me publishing, just by me being present, I am getting sales... That's the whole point. If you still have not had any sales yet, I dare say you are not present. No one knows about you. No one has any clue that you exist if you have zero sales and you have been in business for awhile. Just be visible... It doesn't matter if it's not perfect, it doesn't matter if it's not ... anyway... Okay, that's all I'm trying to say in this episode, be present. Okay. Publish. Okay. Be out there, be talking with people, be understanding who you're actually selling, okay. Your dream customer, not who could buy it, the dream person of who you want to buy it. Okay? And actually get intimate with that individual, understand who they are, understand that their needs, wants, and desires and go forward that way. Anyways, guys, hopefully this was helpful to you. Hopefully it simplified things and it's keeping you from, I don't want you to over complicate things. I don't want you to over ... okay, because there's a lot of stuff we teach, especially those of you guys who came in the Two Comma Club Coaching Program, the new batch that we just got, right? You guys represent my now twelve hundredth person, that I've taken through this process, okay? And understand that, the way the whole game is played, there's so much that we put out there, we know that. I don't want overwhelm to happen. Keep it simple, understand that just being visible with something imperfect is going to be so much better than waiting for something to be perfect. Every time, bar none, every time. Anyway, there's a cool book, just the title that even says what it, it's call "The Consuming Instinct". That's exactly what this is playing in to. I'm actually looking at it right now. But it's called "The Consuming Instinct," right? Just got it. Very, very excited to start reading through it. Right? This is another reason why you go and sell wants, because eventually you walk into somebody and they're like "Oh, yeah, I've been wanting that lately. Yeah, I really do. I've been looking for something like this." We've been looking to get our carpet cleaned. Right? It's a consuming instinct. People want to buy from you. So half you guys just aren't talking about your stuff enough, and being loud enough... Final thing I'll say, there was a teacher that I had, a professor that I had. He was one of my first real mentors. It was probably about four years ago. He and I were chatting', a lot of you guys heard me talking about him, he was the CMO of Denny's, and of Pizza Hut. He invented stuffed crust pizza. I was running a business at the time, we were doing three grand a week, and it was cool. You know, it was a fun business, it was like training wheels for me, for a lot of different things. Anyway, I started talking to him, and I was like, "Yeah, you know, I feel like I'm just annoying people from what what I'm doing. I'm saying the same things and I'm getting the same messages out there. And I feel like I'm just trying to annoy people." And he brought me to the side and he goes "You've got to start understand that like" ... It's funny that Russell started telling me this too, but this is the guy that I learned it from, and he goes, "You've to to understand that you're going to get so much more tired of your thing before other people. Like when you start being annoying, when you feel you're being annoying, that's when people are even starting to notice you exist. Right? You're gonna get tired of your stuff way before the market is, because the market really has no idea who you are for awhile. Right? You've got to shake them, you've to to grab their shoulders and say "I'm here." Right? I'm here. When you, right, even if there is no pitch or sale, right, you're just being open and present. Anyway, just know that this is going to happen to you, and expect it to. And if it's not that way, you're not marketing enough, right? I'm tired of the things that they teach over and over again. Okay? I am. But I know that people barely starting to know from me, or know me for what I do. So why the heck would I ever stop? Right? I'm just being present. It takes awhile for a whole mar...it takes, right? To think that an entire market will have your attention, too, is also ludicrous. It's ridiculous. I'm not gonna sway 100 percent of the market. To think that I'm going to have 100 percent of the market, that's not true. I'm just looking for my sliver, that I can go serve, that I can effect positively, that I can bless in their life. And in turn, they will support my life. Right? Like 90 percent of it is just getting out of the door and just talking about it. Just being where people are looking. Anyway, you guys are awesome. Thanks so much for listening and I appreciate you guys being on here. Hopefully you guys enjoyed the last podcast. That topic, oh man, Questions that Invite Revelations is one of my favorites. I got a sweet one coming up for you next, as well, It's ready, it's ready to rock. I'm just salting the oats, here, okay. Get ready to listen to it, it's very, very good. It's one to take out a piece of paper and listen with. It has blessed my life immensely. As soon as I learned what you guys are going to learn in the very next episode, I ran home and taught my wife, and I taught tons of people, because it was one of those things I learned that I said "Oh my gosh, this, this is life changing." And it has been already. So, anyway guys, thank you so much, and I'll see you on the next episode... Hey, thanks for listening. Please remember to rate and subscribe. Want today's best opt-in funnels for free? Get your free opt-in funnel pack by going to salesfunnelbroker.com/freefunnels to kick in your opt-ins today.

I LOVE 'Ask Campaigns'! But there's a build-in flaw... What's going on, everyone? It's Steve Larsen and you're listening to a very energetic, high speed, fast-paced episode of Sales Funnel Radio. 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, everyone? Hey, I'm super excited to dive into this episode today with you. I just wanted to go through real quick and help you understand one of the reasons ... I get a lot of people who reach out to me and they'll be like ... Well, here's an example. I brought 700 people so far, 700 about, it's like 680 or something like that, through the current Two Comma Club Coaching Program and, if you guys are part of Funnel Hacking Live, you know that there is a new program that is out, which is awesome, and there's hundreds and hundreds and hundreds of people who are jumping in as well. Very, very excited to have you guys, by the way. I can help you guys set up your offers, things like that. Anyways, I'm excited to have you here, it'll be awesome. And then I have my own students. Here's the scenario, you spend a ton of time, you build a funnel, you're spending time in the editor. You put together this copy and these videos and you're getting together the traffic, you're building up some buzz for it, and you go and you launch this funnel. You're running ask campaigns and you're reacting to what the market is telling you to do, and then suddenly you realize that, oh my gosh, the funnel's not actually gonna work. It's a scam. Steve, one of those massive eyeballs. He's not delivering. You're like, what? I wanna tell you why that easily is. I don't wanna tell you why it typically is that even when ... When I was working at Click Funnels, when Russel and I would launch a funnel it wouldn't work the first time. Here's one of the reasons why. It has to do with the way that the offer came about. It has to do with the way, especially if you're creating an opportunity switch. I had the honor and privilege to do a round table at Funnel Hacking Live and this topic came up, and I realized that I don't know if I've really talked or discussed about this with you guys and somebody asked, what do you do when your funnel doesn't work? I was sitting there and I was pretty much yelling for three hours. It was the fastest three hours of my life, by the way. I love coaching. I just had no idea three hours went by. I had people around me the whole time and it was so loud in there I was yelling so that everyone could hear. My throat was killing me at the end but it was a ton of fun. Anyway, it pretty much goes like this. When my wife and I were expecting our first child, meaning literally we went to the hospital and she was about to have the kid, we were in the delivery room, and I first of all want to give the caveat that I recommend you never do this, ever, men. We were in there and she needed to be induced. Nothing had started yet. We had already been in there, we'd spent the night in there, and nothing had started yet. We were just kinda hanging out. Sometimes it's kinda long waits inside those rooms before the delivery action actually happens. Super special and a great experience. Anyway, I was sitting there and ... at the time, I can't remember what I was trying to sell, but I was trying to sell something or I was gonna go make a product. I didn't know about offers yet. I was gonna go make this product and at the time, Noah Kagan, if you know who Noah Kagan is, Noah Kagan had this thing at that time where he would help you make your first $1000 on the internet, but you could text him personally before you actually bought, with any final questions. I was like, hey that's kinda cool. So I decided I would text him. I'm sitting there in the delivery room. Nothing's happening yet, there's nothing going on. I'm not that kind of schmuck, but don't do this guys. I was sitting there and I decided that I would text Noah Kagan. I'm texting Noah Kagan and I'm like, hey man, I got this sweet idea and I would love to be able to go and build it. Do you think it's a good idea? He goes, I don't know. I was like, what do you mean? Is this a good idea? He's like, look man, I let people vote with their wallets. I don't care what they say with their mouths. I was like, huh. That makes so much sense. How come I never thought of that before? This is like four and a half years ago now. I was like, oh yeah, that makes complete sense. Why would I care about anything? You know? Now, think about it. What's the thing we teach you to go do to start uncovering the false beliefs? We tell you to do an ask campaign. An ask campaign. That's people telling you, oh yeah. Right? How many times have you guys said ... We've all done it. Classic example is January 1st. We all make our New Year's goals, our New Year's resolutions. I'm gonna go out and I'm gonna do x, y, and z better. Three weeks in, 99% of people aren't doing their thing anymore. So, same thing is true when you're asking people, ask campaigns and stuff, what's your number one question or challenge with x, y, and z? It helps you like crazy get a good baseline of what it is that you should be go creating. But you gotta understand that when you're creating it, you actually, by nature, have a gap in what people said they're actually starting with versus what they'll actually pay for to have a solution for. There's a gap there. So, that's why you have to be reactionary so quickly. So that when you go out and you're actually building your funnel and you go out and you launch that thing, you've gotta understand that you are doing so with a sales message, an offer. You're doing so with a funnel that is based off of what people said they're interested in versus what they're actually interested in. So, by nature, there's a gap. That's why you do and run what Russel calls an audible. A funnel audible. The moment you launch the thing, you do it with the expectation that it will fail because you've created it from this ask campaign based off of the ideas of what people said that they're struggling with. Do you think that people even know 100% of what they're struggling with? No. I can even tell you from when I coach people, most people have no idea what they're struggling with on their own phone. They're like, I don't know what the problem is Steven, you gotta tell me. And I gotta look in and be like, this is the issue. I love ask campaigns, but it's the reason why I don't just do them once. I don't ever really stop them. I do them over and over and over and over and over and over and over and over. It's not always the same way that Expert Secrets talks about. It's not always me legitimately or forwardly ever saying, what's your number one question or challenge with x, y, and z? But I'm usually always doing some kind of ask campaign. I'm gleaning from the market what it is that they said that they'd like. What it is they said that they don't like. How many times do you change what you do and don't like? You do it all the time. So when you launch the funnel, you've gotta go through and understand that there's this gap that's created by the very nature that you created the data. The very nature. Human nature. Yes Steven, I'm struggling x, y, and z. My number one question or challenge is this. Oh, you want me to pay for that? Well, I don't know about that. You gotta understand that it's the same thing that ... I've told the example before on this podcast about when we launched the Expert Secrets book. Within a day and a half, we realized that something was wrong with the funnel, the Expert Secrets book funnel. It was Russel, John Parks, Brandon Fisher. We were all in a cabin hanging out with the Harmon brothers, creating the script for the viral video for click funnels, and that's when we realized that, oh crap, we gotta go through and fix this thing. So what we did was we called an audible, within a few days. What I'm trying to tell you is that you've gotta understand that when you launch it, do it with the expectation that it will fail. It even fails every single time that we put it out there. But the speed of success is gonna be greatly dependent on the speed at which you call your audible. So do it. Don't plan something else after you launch your funnel. The only thing you should have planned after you launch your funnel is to sit and watch, for there to be enough data for you to look back and go, crap. This OTO isn't working. Crap, this opt-in page isn't working. Crap, looks like this ... You know what I mean? You go in and you do macro level, huge level changes, huge level split tests. Not little tiny stuff like, let's go change the button colors. No, no, no. Nothing like that. I'm saying you switch up the whole freaking offer. I'm saying you adapt the whole sales message. Big stuff. We hardly ever get down to the micro levels of split testing stuff. Hardly ever. It's usually at these macro, macro, big, big levels. We're like, man, we could change this whole thing and try and get a 15% boost in conversion, versus us trying to get a micro two to three percent boost in conversion based on button color and positioning and stuff like that. Go macro before you ever go micro. I wouldn't even think about micro for a long time. Stay high level with it. But that's the reason why a funnel will not work, typically for quite some time, because it's the nature of the way you collect the data. It still is better than you doing it off of your own head. So still do the ask campaign, but just understand that this is you literally creating your product with the market when you do it this way, when you do it with the understanding that when you launch it, it will not do well. Usually not. Because you're doing the ask campaigns. You're getting it from people who are saying what they want, but they're not actually putting their wallet forward and voting with it. When you actually get to a spot where you're like, hey people are actually gonna vote with their wallet. Sweet. There you go. You bridged the gap. You gotta figure out that gap. That gap is the reason the audible is needed. It's the gap that's created when you're actually collecting the data for your message, for your offer, for your products, for your funnels. Does that make sense? I don't know another way around that. I still think you should do the ask campaigns. It helps you understand, if anything, the excuses of your market, which is great. It's gonna help you put all those things together. But in terms of what people actually get their wallet out for, that's a little different there. There's a bit of a chasm there. There's a bit of a valley there, there's a bit of a canyon there. So you gotta figure that out and be ready to build a bridge so that you can cross that gap, because you'll get a lot of traffic. They'll just buy it from you anyway. But, when you can cross the gap into what mass market is willing to pay for it, that's you crossing that gap, and you gotta do it with some speed. The faster you do it, the better. I feel like most of the time when I see a funnel, they've not called any audible on their own yet and it's one of the reasons why their funnel still stayed bad. It's because they come to me and they're like, hey Steven, how come it didn't work? I'm like, well what did you change after you launched it? We don't know. We just know this one page didn't work. Okay, if you know that one page didn't work, why have you not changed anything on it? Switch it at a high, high level. Big, macro level changes. Switch out the entire product in that OTO. Maybe you're telling the wrong story all together. When you launch the funnel, you're not done. You're kinda starting. And you're starting on this phase, this period, where you're reacting to what the market said, and you're being very reactionary, which is good. Then it's react, relaunch, react, relaunch, react, relaunch till you get it to the spot where you realize, holy crap, we've bridged the gap. Hopefully that's helpful. Bit of a shorter episode, but it's the reason that the audible is needed. I love Russel's presentation at Funnel Hacking Live about funnel audibles. That's the reason why the audible happens. That's the reason why the audible is needed. Many times, multiple audibles. Especially if you're doing an opportunity switch. That gap is pretty wide if you're doing an opportunity switch. When you're doing an opportunity stack, the gap is a little bit smaller because you've already crossed it once before. You kind of already know what people will pay for versus just say that they'll pay for. If that makes no sense to you, you've gotta go read the book Expert Secrets. Huge fan of it, obviously. If you guys have not figured that out by now, you don't know who I am. Hopefully that's helpful guys. Be ready for the audible. The speed that you call the audible, the speed that you react, this is the correct moment to be extremely reactionary inside your funnel. All right guys, thanks so much, and I'll talk to you later. Bye. Thanks for listening. Please remember to write and subscribe. 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.

What's going on everyone, this is Steve Larsen and you're listening to Secret MLM Hacks Radio. So, here's the real mystery. How do real MLMers like us who didn't 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. Hey guys, hope you're doing great. Hope that everything is going fantastic in your life. Hey, I just barely finished a three day event that I got to teach the majority of, and it was a lot of fun ... Anyway, I really enjoy it. I love teaching, I love stage presenting, I did a lot of stage stuff growing up, and I just, I really like it, I enjoy ... There's certainly a rush to it. The way it started out is day number one we went from nine to five, it was kind of normal. Day number two though, we started about 8:30 in the morning and then we went to about 1:00 AM, 12:00, about midnight, 1:00 AM, somewhere around there, and, which is crazy. It's funny, we don't like take like, there's not like breaks, you know what I mean? There's no like bathroom breaks, there's no like hey go get a snack everybody. It's literally straight through the entire time. Then the third day, similar to the first one, it was about nine to five, and by the end of it everyone's just dead, and but it's a ton of fun. I got to share the stage with Russell Brunson, and sometimes literally, which was awesome. He and I tagged, we did some tag teaming back and forth on some different topics and such. It was a lot of fun, I really enjoyed ... It's for what's called the Two Comma Club Coaching Program, and I am one of the coaches for it. Two Commas, meaning a million bucks, which is awesome. It's a lot of fun. I mean I enjoy that setting, I enjoy the ... I think what I like most about it is the high immersion that comes with those kinds of events. Anyway, that's kind of the reason why I wasn't able to podcast so much this last week, because I have been so just, I mean it's intense. It takes me a solid day or two just to recover from that. It's very intense just for the listener, let alone if you're the actual speaker in it for the majority of the time. The first day Russell and I kind of went back and forth, the second day it was mostly me. I went from 9:00 AM until about 9:00 PM, I was on about 12 straight hours, and then Russell came in and picked up for another session, and anyway it was a lot of fun, I really enjoy it. You know what's funny about the whole thing too is that we spent a lot of time helping people figure out what they're selling and how to sell it, that's like the whole goal of the zero to seven figure area, OK, what are you selling and how do you sell it? What we're trying to help people figure out is where their product can exist without really any other competition, OK, it's a hard area to hit. That's not an easy thing to do, because what you're trying to do is you're trying to find the reddest, reddest, bloodiest, red, red, ocean, right where there's the most competition, there's the most people in there who are just spending ferociously, wherever the rabid buyers are, irrational purchasers, you're trying to find those people. Then you're trying to take one step out of that and create a new niche that you can then target that red ocean to come buy it from you. Does that make sense? Here's what's interesting about that with the MLM world. With the MLM world, everyone is inside this super red, red ocean, everyone is, they're selling the exact same thing in the exact same way usually. They're selling the exact same products, the same services, they're even using the same scripts, the same, "Hey, let me three-way in you this guy and he's going to teach us about how do I make a whole bunch of money." Do you know what I mean? It's that kind of thing over and over and over and over again. What's really interesting is to take the same formulas that we use, which there's a lot of them, and try and in the MLM space figure out a new what am I selling and how does it sell, a new what and how, OK? You think through what actually gets people excited, what actually gets people attracted into what it is that you're actually doing and think to yourself, "OK, what do I sell? What do I sell, and what do I sell that's new, that's different, that is different than what other people have been teaching, and selling, and doing inside the MLM space? How can I be completely different than my upline? How can I be completely different to those I will recruit? How can I solve problems for those I will recruit?" Does that make sense? When you do it that way, and that's very similar to what we do, and there's a whole bunch of formulas we follow and there's a whole bunch of cool steps we go through to help that person very clearly figure out hey, here is your new niche, here is exactly how you do it, and if you can start asking those questions inside the MLM space, it's amazing how fast you cut away from everybody else. I know this is a very old number, but years ago I went and I looked at a stat online that said that there's over 10 million MLMers in America alone. I know that's an old stat, it's probably a very small number now, but let alone 10 million people, and they're almost all selling the exact same thing. It may not be that they're all selling the same thing, because I know there's lots of MLMs, there's people selling this, people selling that, whatever it might be, but the how, the how is the exact same. How they do it is the same way, it's the same thing all the time. "Look, go get friends and family. Look," someone called it the NFL, the no friends left zone. I'd never heard that before. But start thinking through that, and some of the easiest ways to do it is to start looking, and I just want to give you guys like two or three steps here on how to actually find a new niche inside of your MLM opportunity, OK? Here's one of the easiest ways to do it. Number one, I want you to know that it is not ... You don't need to go be creative first. Usually whenever I say, "Hey, go create a new niche, go create a new niche," it makes sense that you would run off and you would start creating a new niche, meaning you would be creative and start thinking through like, "OK, what can I create, what can I make, what can I sell that's totally different than anything else on the marketplace?" Right? I understand that, I totally get that, like it's a ... But what I'm begging you to do is to not actually be creative on the first step. It's a little bit counterintuitive. OK, I'm telling you you've got to be creative second. The first thing you got to do, rather than be creative the first thing you got to go do is find the people who are being ultra successful inside your MLM, OK? I know I've gone through a little bit of these steps prior to, I think in a previous episode, but pay close attention to this though, because ... Anyway, if you go find, go find who is actually killing it inside your MLM. Now, let's be real here. If they're your upline, they are your competitors, does that make sense? Your downline is your competitors. Your click funnel, or your ... I almost said click funnels ... I did say click funnels. Your MLM HQ, that's your competition. Whoever it is who's actually selling that same product, they are your competition, and so while they might be helping you, while they might be saying, "Hey, when you succeed, I succeed," that kind of thing, like that's true, that's true, but they're still your competition. Someone inside that MLM that you are in right now, whether or not you're in one, is killing it. What are they doing? What's so different about what they're doing? Did they really just go talk to friends and family, or is there another method that they're using to actually recruit people, another method they're using to attract people to them, OK? Get real, real, really, really familiar and friendly with those people, figure out what exactly it is they're doing. Maybe the script is a little bit different than what the corporate teaches, maybe they offer something in addition when somebody joins their downline, maybe they figured out, maybe they gave a plan, maybe they gave some kind of guide. What is it that they are actually selling, what is it they're actually doing, because I doubt it's just whatever the run of the mill script is that your upline is teaching. I doubt that very much. Most of the time that's not what happens. Most of the time they're not out doing the friends and family hotel meetings, and home meetings, and stuff, and parties, and stuff like that. Usually that's not how it happens. Usually they're not the ones taking the selfies in the gym saying, "Oh, I've got my thing and I'm working from home today in my living room," like that's not ... That's typically not what the big guys are actually doing, so why would you do it? Stop modeling failure, do you know what I mean? I had to realize that for myself too. The first time I joined an MLM, it was about 3.5 years ago, 4 years ago, and I realized that I was modeling failure. I realized that I was modeling, but I was expecting success, I was expecting something different out of it, but I was literally modeling failure. I was going around and I was saying, "Hey, I'm going to do the exact same thing, I'm going to do it big, loud, and proud. I'm going to recruit everybody," I literally walked down Main Street and I started recruiting people, and one of the issues that that caused is that it ticked a lot of people off. There was no one I was really modeling that was uber successful. The people that I was modeling in it, they were not ... It was certainly not passive income like everyone toted around, you know what I mean? Anyway, what I'm telling you to do is number one, go find out what people in your MLM are actually doing to be successful, OK? What are they actually selling? Then number two, how are they selling it? Ask what do you sell and how are you selling it? If you can figure those two things out, and what's cool is that you that, I mean you know someone in your upline is killing it, so go model them, go figure out what it is. If you figure out what people are selling and how they're selling it, that's like step one, OK, that's step one. Step two, step two in my opinion is the more fun part. Step two is where you be creative. Now that you know what someone is selling and you know how they're actually selling it, what script are they using, where are they getting their traffic from, whether it's online or offline, or whatever it is, how are they getting eyeballs? Now that you know what they're selling and how they're selling it, the second thing for you is to be creative, OK, not first. What you do is, this is actually my favorite part of it, what I do is I actually use, it's called a stack slide, and it is a way to model and create new offers out of places that are super competitive. This is one of the easiest ways to create a new offer from something that is super competitive, really red ocean right where there's, there's just, I mean where it sucks to be in, where it's ... When you don't have an offer, when you're not using a stack slide, it is a race to the bottom, OK? It's whoever is willing to take the smallest margins. You're literally competing on price, that's it, because there's nothing different. When you have no offer, you have no other option but to compete on price, and that's what ends up happening inside super red oceans like that, and you've probably felt a little bit of that inside whatever MLM you're a part of. What I do is I look at my MLM, and I look at the one I'm a part of, and I look at all the pieces, and I look at all the places people are selling, and looking at the guys who are killing it, what are they selling, how are they selling it, and I start using what's called a stack slide. If you have no idea what I'm talking about, go get the book Expert Secrets. Go to www.ExpertSecrets.com. They're not paying me, there's no endorsement, it's not an affiliate link, but it's seven bucks, and that book's fantastic, and what it will do is it'll teach you how to create a new offer inside of your current MLM, OK? It'll create it inside MLM in general, OK? What's cool about it is that when you create the stack slide, so it goes kind of like this. I'm trying to figure out how to say this without it being too like techno babbly, do you know what I mean? Anyway, but these are the pieces that I go through with people. Maybe I won't go through this whole thing with you right here. But anyways, the whole thing has to do with false beliefs. When you start looking at the industry and you start looking at what people are actually selling, and buying, and what they're doing, there starts to be some false beliefs about what it is that you're selling, whether it's about the product, or the opportunity, whatever those reasons are ... I used to be a door-to-door salesman. I was a door-to-door salesman and I went around, and for two summers actually I was knocking doors. I was knocking doors, and what was funny about it is it was always the same. I was actually a telemarketer too, and I was good at these jobs, and one of the reasons why I was good at the job is because what I learned and what I realized was that honestly about two or three weeks in, I started realizing that I had heard every single objection that I probably was ever going to hear, OK, it was like the same five things. Like when I was selling pest control, it was like, and this is super, super, super like MLM just so you guys know. When I was going, I was knocking doors, and I'd say, "Hey, let's get you taken care of," or whatever, and one of the objections I would always hear is, "Oh, let me talk to my spouse." How many times do you hear that in MLM? "Oh, let me talk to that neighbor first you said you talked to. Oh, let me check you guys out. Oh, is the pest control safe? Oh, is it ..." Do you know what I mean? Whatever the immediate objections were, what I started doing is I could write all those things out, and I knew what each one of those objections were. I also knew what my counter was for each one of those. OK, if you don't know what the top like five, six, seven, eight, nine objections are to your MLM, both the product and the opportunity, my guess is that you've not tried to sell it enough if you don't know what those things are. What we do then is we look through each one of those objections and we try to figure out what the top three objections are. We try to ... What we're looking for is the top false beliefs. OK, in order for me to come up with that objection, what must I be believing in order to say what I just did? Do you know what I mean? When we come up with those false beliefs, that's what we craft the whole message around, that's what we craft the whole sales message, the whole stack, the whole offer, the new opportunity, the new niche, and what it does is it lets us create a new niche out of a super red ocean. If you've not done that kind of thing, and I know I'm kind of going deep through it. People spend three days with us, paying $15,000 a piece to come sit. We had 60 people in the last one, it was a lot of fun, but ... Anyway, if you've not figured out what those false beliefs actually are, and you're struggling to sell your MLM, I would bet that that's the reason why. With this whole what and how, what do you sell and how do you sell it, understand that if you're not changing anything at all, that you really are selling into a red ocean with a red, red ocean opportunity, with a red ocean product, I mean everything you do, and the only thing you can really do is compete on number one, hustle, which is great, but number two, price, which sucks, OK? You're going to become that guy, you're going to become that guy at family reunions, you're going to become that person that everybody runs from. Anyway, that's all I'm trying to say this whole episode is that when you start thinking through your MLM, you start thinking through what it is that you're doing. I would go get the book Expert Secrets, I think I've talked about that before in here, but if you go get that book, it'll teach you how to create a new opportunity out of any really red ocean, it doesn't matter which industry you're in, and just apply it to MLM and start thinking through what is it that I actually sell? How am I selling this thing? How are the top guys actually doing it? And I bet a lot of them are not out doing home meetings and hotel meetings, and the ones that are telling you to do that, they're probably just teaching their downline to do it because it's a great lead gen for them, do you know what I mean? That's not to down them, I mean the strategy works. That's not to say that it's bad. The strategy works. But if you really want to join those top people, you're not going to home party your meeting probably your way to riches. It's not to say you can't, but oh my gosh, that is such a long road. Do you know what I mean? Anyway, that's all I got to say about that. I hope that you understand that if you can start to take your MLM and turn it into what looks like a brand new opportunity, based on the things that you're adding with it, based on the false beliefs that you're overcoming, based on you figuring out how to sell it differently, you're going to be worlds above everybody else. What are people selling that are actually successful with it, is it just really the MLM or are they offering something else with it, and how are they doing it? Is there a script that's different, is there traffic that they're getting somewhere else? Are they online? Are they strictly offline? What is it they're really doing? I would go model them. Anyway, that's all I got to say. That's heavily what the event was about the last three days. The fourth day was so tiring. I slept 10 hours two nights in a row, it was ridiculous, oh man. It's a huge amount of energy output, a lot of fun. I'm super animated as an individual. Sometimes I like try to tone it back a little bit on this podcast so you guys aren't like, "Whoa, this guy's a weirdie." But anyway, it's a lot of fun. We helped them create their whole slide presentations for a new sales message, which is great, an hour and a half presentation we helped them create. I mean it was a lot of fun, the whole thing was great, and really, really love it. We got another one coming up in January, which is super exciting. Anyway, go figure that out, and if you've not taken a look at that, it's going to be an eye opening experience, OK? What I'm inviting you to do is to take off some of the blinders that your upline may have put on you that they probably didn't know they put on you. It's not their fault, it's no one's fault, it's just part of the industry. This is marketing 101 that I'm trying to teach you. It's not so much the three phrases that make anyone want to join your downline, like I don't believe that crap, like I don't think that's true at all. What I'm telling you is let's actually pump new value into the marketplace by creating additional offers, and new offers, and new products, and new things that are there that have never existed. That way you will literally be the only one selling what you are. Does that make sense? That is a new opportunity. I'm trying to help you create that, that's what you need to make. Anyway, I'm going to keep blabbering on, but I get really animated about this topic, so much so that I'll talk about it for three straight days to people. Anyway, I hope you guys are doing great. I just wanted to pass that lesson along, and I hope guys are crushing it, and go figure that out, I'm excited. If you do figure that out, I would love to actually know what you've done that has changed the way you sell your MLM, or the opportunity, whatever it is that you're in, very, very exciting. All right guys, talk to you later, 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 Master's Pack by subscribing to this podcast at www.SecretMLMHacksRadio.com

Amazon, Walmart, Etc. Secrets of the ecommerce world ... What's going on, everyone? This is Steve Larsen and you're listening to another fantastic episode of Sales Funnel Radio. Now, this episode is part three of our six-part series where I'm diving deep into the six different categories of people using ClickFunnels to blow up their businesses. This episode is all about eCommerce and there's a lot of ways to pull off eCommerce, there's a lot of ways to do it, and a lot of questions that everyone know who's in eCom has the answer from their beginning. Am I going to self-fulfill? Am I going to drop ship? Am I going to go for high ticket, low ticket, high volume? Am I going to brand it? Is it just going to be a straight sell and one off? Is it going to be community behinder? Am I going to be the brand behind it? There's a lot of things involved with eCommerce much like any business but I think I really enjoy what my guest today has to offer. I would take notes, see how he's doing it. He's got a great community behind him called ecomunderground.com and he's got a cool little offer for you guys at the end which I think you'll enjoy. Anyway, massive value, it's free for you so anyway, I think you guys will enjoy it. Let's jump into this episode and we got three others coming up deep into the industries that I know out of one of the six applies directly to your business. I hope you guys will enjoy the series so far, let's jump right into it. Announcer: 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, guys. How is it going? I have with me a very special guest today and honestly one of my favorite categories of sales on the internet in general, very excited to learn more of the deep, dark ninja secrets of how to make this work. We're going to talk about eCom strategies today with the expert and my friend, Bryan Bowman. How are you doing, man? Bryan Bowman: I'm doing amazing. How are you doing, Steve? Steve Larsen: I'm doing awesome, living the dream. Doing really good. Hey, thanks for being on the show here, like I say and eCom is probably one of my favorite, one of my favorite personal category for income generation, whether someone doing it on the side or it's a full-time thing. What a lot of people would probably realize is that when Russell went out and hired this data scientist to come through and look up through all the users of ClickFunnels and try and find patterns, eCom was actually the highest revenue generating industry overall out of all of them. Everything, info products, I mean anything. If you guys want to pay attention, I mean, get a piece of paper out, take notes. Bryan is going to drop some massive gold here and super excited for you guys to learn more about eCom which is a space I'm personally very interested in as well. Anyways, Bryan, if you can just let us know how did you even get into eCommerce? It's a newish industry as far as kind of the wave of the internet taken over things. Bryan Bowman: Yeah, yeah, for sure, man. I mean, first of all, just to back up what you're saying, there is something really powerful about selling physical products. Steve Larsen: It's so cool. Bryan Bowman: This is something that I'll talk about a little bit but I do want to talk about how you don't have to choose one or the other and this is really what a big part of my message is right now because it's what we're doing in our brands and it's what's working in my community with my students is that what I have found, because I'm really, really entrenched in the physical product sellers universe or world. There is this mindset that it has to be one or the other. Where I'm really shaking things up is I'm telling people that we can have it all and physical products have their own power but info products have their own power as does a third category of product that I'm going to encourage those who really want to build a well-rounded business and a business that's going to be sellable and build an empire that I think they need to have as well. We'll leave that for a minute and I'll answer your question, I'll answer the first part of this which kind of like my backstory. Yeah, man, I've been involved in selling I guess products online or physical products for a long time. For me, it was really a hobby like literally all the way back to college I was buying, it was crazy, I would buy books and I still to this day I'm understanding why this worked but it's still a little confusing to me. I would buy books on eBay and then turn around and sell them on Amazon. The quickest arbitrage ever. Steve Larsen: It's straight up arbitrage, that's awesome. Bryan Bowman: That is available to everyone like everyone can go on eBay but I mean, I'm kind of joking like not understanding why. I mean, it's because of the confidence Amazon has. People trust Amazon so much so some people feel like a little sketchy about eBay, maybe they don't want to buy from there and literally I would buy textbooks for five bucks and sell them for 55 on Amazon. It was crazy.   Steve Larsen: Geez. Bryan Bowman: That was like a little side gig in college but I've been always leveraging the internet to sell physical products but really where it got really serious for me was about four years ago and for some of your listeners, they maybe selling on Amazon or maybe they've heard about this Amazon gold rush that's happening and four years ago it's kind of the wild west. I mean, FBA was around but not a lot of people were using it. That's where I started and basically FBA is where you can send in all your products to Amazon. They fulfill the orders and you just create the brand and ship everything off and then list on Amazon. Now, that was awesome. You're leveraging Amazon's traffic which is very cool. At the time, I need to figure out what I was going to do because we've talked about this a little bit, Steve. My wife was having some health issues and we were just trying to figure out what do we do because I needed to be home more, there's no way I could keep working my corporate job as actuarial consultant like traveling all over the place. I needed to figure out a side hustle that was going to make some extra money and ultimately free me from my job and that's really why I double down. Literally I would work all day long in a cubicle like nine to five either traveling, doing actuarial stuff, come home, eat dinner, and from like 7 PM till 3 in the morning, I was creating listings, working with my designers in Germany. Then I was talking to manufacturers in China at 1 AM because they are like on the complete opposite time as us in the U.S. and I'd be Skyping with them, seeing the factory, seeing samples. It was crazy. That's how we launched our first brand on Amazon and started leveraging that platform and really pretty quickly I think maybe because I had that actuarial background and understood the numbers which is another huge, huge thing guys. Those of you listening, I don't care what you're selling in your funnels and whatever industry you're in, you have to know your numbers. People usually don't like to talk about math, they shy away from it but you need to know basic stuff, cost per conversion, lifetime value of a customer, your cost of goods, those metrics they are going to separate you from the pack because of that very reason, no one else wants to think about those things. Steve Larsen: It's true, then you have to think about Excel sheets and that's hard and you have to think about ... It's kind of a big locked gate, a little bit to that industry a little bit. Bryan Bowman: Exactly, exactly. Listen, I love barriers to entry, it's why I became an actuary. I became an actuary, for those of you who don't know what it is, don't worry. If you have kids or brothers or sisters who are really good at math, tell them to go be an actuary if they are not going to become professional sellers online like internet marketer or sellers. Basically, having that background in stats and math, it helped me with my advertising on Amazon, ultimately, it now helped me with my Facebook advertising and in AdWords like understanding those numbers. I can't stress enough how important it is. If you're not that person, find somebody who's really good with numbers. Steve Larsen: How would I find someone like that? I mean, because that is a barrier, you know what I mean? That's a personal barrier to entry. How would I find some dude that actually go out and do that kind of thing? Bryan Bowman: I mean, we could have a whole conversation about this. I use VAs so what I do is I will set up the basic spreadsheet and then I have them, I train them on how to download reports, upload the reports and send me a summary so that I just get like an executive summary about every week. Steve Larsen: Okay. Bryan Bowman: They do the work that probably most of us, I mean, I don't really like, I kind of like being in spreadsheets but not all day. Steve Larsen: Right. Bryan Bowman: What they're good at like because I have SOPs in place they can download the reports that are already, this certain reports that are already set, they can upload them, they can refresh the workbooks and basically, just send me the summary that's already built in to the workbook and then I just can have a look at it, overview it and then make any changes that need to be made. There are plenty of people Upwork, you can go to, what is it now? Is it Elance? Is that what it's called now? Steve Larsen: Freelancer. Bryan Bowman: I mean, like I said I train my VAs one on one so I use onlinejobs.ph. Steve Larsen: Cool. Bryan Bowman: Even if you want to hire someone domestically like in the U.S. look at community colleges like see if there's some math students or someone who's in a business program, someone who's technical that's looking to pick up a few extra hours. I think it's important to have that person whether it's you or not in the business though because it's huge. Steve Larsen: I believe there are eCom people that I've talked to or some of these, that is the thing. It seems like there's a big difference between them who's successful and the others who aren't. Just merely knowing the numbers and tracking the numbers in each campaign. Bryan Bowman: Yeah, because then it just turns into a simple yes or no like, "Is this profitable?" Yes or no. "Should I double down on this?" I mean, especially if you need to make a quick turn around on your ad spend, I mean, if you have to put a $100 in today and you need to make it back in 48 hours because capital is limited and you can't wait 30 days to see your return, it is critical that you know your numbers and you know what your yes and your no is and when you need to double down and when you just stop your ads. Going back, I think because I leverage that, we had probably quicker success probably the most. I loved Amazon, it was awesome like we're doing really well really quickly but then my daddy used to always say, "No matter how thin the pancake there's always two sides." That couldn't be any more true with Amazon, you can have this great thing going but then we got hit with, man, I don't even want to get into the whole story because it brings up too much pain but I do remember waking up, it was a Tuesday morning, I checked my seller app and I'm like, "Wait a second, this is already a slow morning. I don't know about this." I went back to the desktop, checked and sure enough like our number one product had been blocked then our seller account was shut down. It took forever to get that back. It was just one thing after another and through all that pain, I really figured out, it became very apparent like I cannot depend on Amazon. I have to build my own sandbox. Amazon can be a spoke in the wheel but it cannot be the entire wheel. That's when I really double down on the funnels, honestly that's when I was looking for the best way to build funnels, how do I start because I had used them before but never really to the extent that I'm using them now. I just wanted to build that off Amazon strategy because I already had the brands in place. I was like, "All right, I need to build my sandbox." That's how I started using ClickFunnels and I guess it was at the time it felt like a curse but ended up being the biggest blessing for us because now we've been able to really diversify our sales and really develop a repeatable strategy. It's good, it's all good, man. I'm excited. I think it's interesting how this happens where some of our most painful times end up being the things that give us the most power and give us the most ability to make a difference and make a change. Steve Larsen: You said something that I thought was really interesting. I mean, you're basically describing the equivalent of the Amazon slap, the Google slap. Bryan Bowman: Oh yeah, oh yeah. Steve Larsen: There's a lot of people who I've spoken as well, they say like, "Just leave it on Amazon. All you need is Amazon." I mean, you just said the exact opposite that you realized that you can't do that. What advantage did you gain by not just staying on Amazon, by actually going off of it? Bryan Bowman: Absolutely, there are a lot of advantages but there's one that's the one that you should, all your listeners and you and everyone should write down, it's two x versus eleven x. That's all you need to know. Your Amazon business, if you have a purely Amazon based business where all your revenue is coming from Amazon, you can expect on the market when you go to sell that business, about a two x return on earnings. Steve Larsen: Really? Bryan Bowman: Yeah. If you have a business off Amazon, Shopify, big commerce ClickFunnels which by the way those listening, you can run an entire eCommerce business on ClickFunnels. It's one of the biggest misconceptions that I find. Steve Larsen: It's so true, thank you for saying that. Bryan Bowman: People, they think for some reason I don't know why and this is one of the things that I make sure I always educate people on in my community inside of eCom Underground is like it's a shopping cart. You can put everything in there. You can run an entire eCommerce store there. I compare it to basically a Costco versus a personal shopper. A Costco is like your Shopify store where you're walking around, you have a big shopping cart and you can throw a bunch of stuff from the rafters into your shopping cart and check out. That's a Costco. Whereas a funnel or ClickFunnels is it's like a personal shopper. When you walk in, you go to Neiman Marcus and they're curating goods just for you and the goods that you're going to see are different than the ones that I'm going to see because we have a different build, we have a different taste, we have different age. You're a man, if I'm a woman, you're going to see different things. That's the experience of a funnel so that's why they convert so much better. The two x is of your Amazon, eleven x, if you build that business on Shopify, if you build that business on ClickFunnels, BigCommerce, whatever, you can expect a ten to eleven x return on earnings when you go to sell that business. The market reflects the risk inherent in having a purely Amazon business. Steve Larsen: That's amazing, that's amazing. I never thought about that. I've got a buddy who just sold for a ton of money in the eCom space and I was like, "Man, that's remarkable at how big that thing scaled, how fast." It was exactly what you said, he wasn't just staying on Amazon itself. I've heard from a lot of people, "Make sure you are in Amazon," but just like you're saying, you can't leave the whole cake on Amazon itself. Bryan Bowman: Absolutely. The best analogy guys is imagine you've been doing marathon. Have you been in marathon, Steve? Steve Larsen: I've been in a sprint triathlon. Bryan Bowman: All right, do you know when a marathon when you have all the people on the side and they've got the waters and like the herd. It's like this massive, all these people are running, right? They are just like, people are holding out cups and they are just grabbing cups and water splashing everywhere. Steve Larsen: Yeah. Bryan Bowman: That's what I compare Amazon to. We're the ones with our cups and we're charging for them and there's this like all these people coming and they're grabbing our cups and they're drinking them. It's like yes, I get rid of all my cups but they're gone, they are just running. You don't even know who they were. Whoever was running the marathon, they've got the entry numbers, the emails, the phone numbers, they know everything but you're basically just hanging out on the side lines with your cup of water. That's kind of what Amazon is like and you're just waiting for the next herd of traffic that's going to buy your stuff. That's cool. Steve Larsen: It's a really good analogy. Bryan Bowman: Yeah, that's what it feels like. Then you're just waiting, you're like, "All right, hopefully the next marathon comes." The marathon by the way is called Q4. As opposed to building a business, and this is what I always tell people, what is your business? When you really think about it, it's not your inventory, it's not your sales or your profit or revenue, it's your customers, your customer list. That's why the market reflects that big difference in building that on Amazon versus off Amazon business so it's critical to have that ability to have that relationship with your customers. That's probably above anything, that is the biggest reason why you'd want to build something off of that marathon platform. Steve Larsen: Sure, and what's funny too is like anyway, I love the analogy that the customer is the business. Amazon takes all that, it take all that data. You can't really get that data, can you? You're just selling stuff. Bryan Bowman: Exactly. I mean, and they understand it. They understand the power in the customer that's why they keep it and in fact, they have a lot of things in place to keep you from driving traffic off the platform. They make their terms of service very open-ended so that they can really suspend you for any reason. It's kind of one of the dirty secrets like no one really knows that. It's interesting, when you first start selling on Amazon it's like it's so exciting because a lot of people like me were just like, "Hey, I need to build a business, an income that replaces my day job." Every advanced Amazon seller you talk to will tell you the same thing. It's always this worry in the back of their mind. Again, fortunately, this is a mindset thing is to really, really see the blessing in the pain sometimes. Fortunately, I went through some of these pain early on which forced me to have to become something else and have to learn something else which is again turned into the biggest blessing for us. Steve Larsen: I mean, someone once told me that for every dollar spent online, Amazon is so big that a quarter of that dollar is going to Amazon right now. Bryan Bowman: Yeah, that's crazy. One out of four dollars spent online is spent through Amazon or one of their companies. Steve Larsen: That is huge, absolutely massive. Bryan Bowman: If you really think about that. Steve Larsen: I know, you think about how much money that really is it's like oh my gosh, that's amazing but you're saying, obviously put some stuff on there just to be present but then keep the bulk of the business offline. How are you actually building it offline? I mean, not offline but off of Amazon. Bryan Bowman: Yeah, exactly. This takes me to my next point which I touched on earlier. Stephen, this is all the stuff I really I just I talk about all the time inside of eCom Underground because I just really want to open people's eyes to something else, like a different opportunity, different possibility. The first thing you have to do, it's nice that someone says, "Great, build off Amazon, you can do better," but how, right? The first thing is it's a mindset shift in how you're going to build your business. If you're looking to just sell general store type stuff or you just want to sell one off products that are hot sellers, maybe Amazon is a good fit or maybe some free plus shipping funnel, that's fine but long-term, we need to really build an asset. The way I like to think of it is shifting from commodity to community. This is something I repeat over and over and over again because as long as you're selling a widget and all widgets are the same, and the person who comes to your store sees it as another widget, you're competing on price. That's all you're competing on. Steve Larsen: Which is awful. Bryan Bowman: It's awful. It's awful. The life cycle of your product is shorter and it's not going to last as long before someone's going to undercut you. I mean, there's plenty of people that are doing this, they're literally making pennies on the dollar like a profit and they're just trying to do the volume play. I hope you consider this. Imagine you've built up a community instead, people who've rallied behind an interest or a common shared like passion or even an expert or a personality so it take for example, I was talking to my sister about this. One product that you would never want to sell right now by the way, if you're going to go on Amazon, it's completely saturated, measuring cups, kitchen utensil like measuring cups, you would never sell that. Maybe if you did, I don't know, maybe you could, I wouldn't. Margins aren't big enough and it's too competitive. It would make no sense. Then I was talking to my sister, she loves to cook. She's passionate about cooking and she follows this, oh what's her name? Cupcake Jemma, okay. She follows her and she loves Cupcake Jemma and she loves the content Cupcake Jenna puts out and follows all her videos and all these stuff. I asked her, I said, "If Cupcake Jemma came out with measuring cups that were twice the price of whatever you could find on Amazon, and the lowest price that you could find out there, would you buy the ones from Cupcake Jenna or would you price shop so you can get cheaper ones?" She's like, "No, I'll just buy hers." Why? "Because I know that's what she uses or I know it's her. It's her." She's getting to experience something of that community, of that interest, of that passion, right? When we start building communities and it doesn't necessarily have to have an expert at the front end. I like if it does because there's an attractive character that we can follow but if we can just build a community first, I learned this from Todd Brown, then the sale becomes superfluous because the messaging and the marketing is so good and people are craving to be a part of something. I don't know how else to explain it. If you start with the community then you can start introducing the physical products because people will actually start asking you for it. When we start building our communities and there's a lot of different ways you can build them. You can use Facebook pages, Facebook groups. There's a lot of different ways you can do it but the point is people will start asking you. You could do it on YouTube, they'll start looking at the videos and they'll be like, "What's that shirt you're wearing? What's that thing you're using?" They already want to know. Before we ever start pitching any physical products, people will start asking us for them like, "Oh, it would be cool if," let's say you're in the running niche, "If you could come up with a patch," like I love running, running addict, or whatever it is, they'll start asking you first which is awesome. That's like a very good thing. Steve Larsen: Crazy. Bryan Bowman: You start with the physical product but this is where I'm going to challenge you, probably not you but your listeners is to go a step further. Who says we only have to sell physical products? Let's get into the information space also. We can sell training. There's a lot of information that we can still be a part of and even if we're not selling it, we can form affiliate agreements with people where we can present relevant products and this is how we build our funnels relevant products that are information based because we need those higher margins to sustain the business. One of the dirty secrets about eCommerce is you only really get paid when your business is flat. When the business is growing, growing, growing, you're operating in let's say 30% margins, you're going to pay for the inventory because there's cost of goods, you're going to pay for the inventory shipping fulfillment, all that stuff. If you made a 100,000 this month, you want to make 200,000 next month. Steve Larsen: Don't grow. Bryan Bowman: You got to roll that money back in so you can pay for all that inventory and everything else associated with it. That's how you end up making five million dollars a year in eCommerce and you'll pay yourself 200 grand because you can't pay yourself very much but as soon as the business goes flat and you stop growing, then there's cash you can pull out. One of the things is if you can start adding information, and the third piece if you can add software which is awesome because you can have this trifecta inside of your community, now you can really start getting cash into the coffers and really start getting more cash flow coming in and let the eCommerce side build on its own and double down on that. Steve Larsen: That's awesome. I think it's really cool. I run the Two Comma Club Coaching Program right now and it's been a lot of fun but that's been one of the big questions, so I'm going to read the book Experts Secrets from Russell Brunson. Say like, "Hey, this is just for webinars." You're like, "No, no, no." Bryan Bowman: No way. Steve Larsen: No, it's not. If you look at it carefully, he's just using a webinar as an example of how to actually use the Expert Secret process but if you're to take an eCom product and combine it with info or combine it with something else or software or whatever it is, that's one of the easiest ways to create a blue ocean for yourself because no one else is thinking about that combination or taking information and then ... Actually with the Experts Secrets funnel itself, the actual book funnel, we do this all the time. We will combine just like you're saying, "Hey, here's this cool eCom thing, this cool products that's physical," but then really the revenue accelerators are all info products in the backend as the upsells. Anyway, just 100% I'm screaming over here that what you're saying I totally attest to. We've seen it so many times if you can combine them together whatever, that is huge, huge power, massive power for revenue. Bryan Bowman: The biggest thing and we could talk about this, I mean, I don't know if you like to get into it kind of the actual strategy we use with traffic and then getting that traffic to convert but the biggest thing is building that connection, the community. You have to have this... One thing I do and I run four different brands and in every single brand I have an org chart. Those of you who are listening, if you have not read E-Myth Revisited like, don't pause the podcast, finish the episode and then go to Amazon or wherever and go buy yourself that book. Steve Larsen: Yeah, great book. Bryan Bowman: You should have an org chart, think of your business as I don't care if you're a solo operation and I do this for all my businesses even if it's just me, I have no staff, no VA, no one at all, it's just me, and I am solo operation in that brand. Build an org chart as if you are going to build a McDonald's and you're going to franchise this business. You want it to be a well-oiled machine that the 5,000 version of your business will be just as profitable as the first that you founded. Build that org chart and make sure that in that org chart there's somebody who's in charge of relationship management like really managing relationships with your customers because at the end of the day ... Have a statement. Another thing I do is there's a contract for each one of those roles and every single one of those positions has to fulfill the promise to serve and to reinforce the values of the community more than selling like ever. It has nothing to do with selling. That's why I always say, "It's all enveloped in community." Make sure that you are reinforcing the values of the community and why they are there because that is your asset. Long-term it's that community because they're going to tell you what they want and they're going to start asking for it... They are going to start asking for that physical product that they're going to rest on their desk, that info product that they're going to, after they're done using your physical product they are going to log on and use your info product and then the software, if there's a need for it. Not every niche has it. It's funny, Russell, I'm a part of inner circle, it's just amazing to be coached and mentored by Russell. He talked a lot about how satisfying the itch in the funnel, like there's initial itch and then once that itch is scratched, there's another. I started using the phrase that different niches have different itches and it's like some niches have more itches than others, right? Some can't support a software let's say but you'd be surprised, if you think creatively, a lot of different interest can but anyway I'm geeking out a little bit. The big thing is remember why you're doing it, it's the community, it's not the product. If you're thinking product, product, product, you're selling a commodity. I don't care what you're selling, the info product, the physical product, whatever. If you're thinking about the product, it's just a commodity and someone else is going to beat your own price eventually. Steve Larsen: Oh man, I totally love that. The power of the community too is so huge because I mean, just like you said, they will start to tell you what is it that they want which takes a lot of the guesswork out for you. Basically, it's this huge platform for you to start crushing false beliefs and it's a little group for you to launch when you actually do create the products that they're asking you for. I don't know, it solves so many problems for you to have the community, have this following, a group of people it's like I'm totally in love with what you're doing. Bryan Bowman: Exactly. Steve Larsen: I love that you brought that up, it's part of the eCom selling because most people don't think of that for eCom. Most people since it's a physical product, I mean, it doesn't take that much copy usually to sell something physical. You don't really see massive sales letters on Amazon pages. The value is on the tangible thing I'm going to get to hold and touch. I'm being future paced alone. Usually, you can charge a little bit more easier than info products out of the gate because I'm going to get to hold it and it's real. Bryan Bowman: The only eCommerce people that are thinking about this are those that are in eCom Underground. Steve Larsen: Yeah, no, I totally believe that. Bryan Bowman: No, honestly. I know sometimes I sound like a broken record to the community. I'm always talking about this. It's so important like this is the one piece is this community piece but anyway, I love it. It's fun stuff, man. Steve Larsen: That's awesome. As far as how to sell an eCom product, you said the funnel, don't just be on Amazon, build a community, combine it with info product or software, how do you find the product? It's like we have these models in our head and we understand part of the marketing pieces like, "Oh, yeah, I can totally do that. I can do that." What? Do I do it too? What's the actual ... Find those things. Bryan Bowman: Absolutely. Absolutely. Again, I'm going to assume. It's so funny because I always talk about there's principles, there's strategies and there's tactics and the tactics what usually ends up happening is people don't usually share the tactics or talk about the tactics. They'll talk about the principles which is like find your Y, find the core interest, the strategy is how you're going to implement high level but then the tactics really people don't talk about much. We're covering all these which is actually pretty cool. The principles guys is what is the interest and I would always have you start there. I would have you not start at the product... I think that's an old mindset and if you start at the product, I think it's not that it can't be done and I'll share a way where you can do it that way but I would highly encourage you to start all the way at the beginning at the principle like what is it that you're trying to build, what is it that you're trying to create, who are the people you're trying to gather or congregate and the products will emerge out of that, I guarantee you. They do every single time. That's literally how we build brands. Now, we start first with the interest. We start first with the passion and the products will emerge. If you want to go straight to product, we're going to come full circle and go back to Amazon. Amazon has more data than you could ever go out and pay for with software or anything else. There's some really cool stuff you can do. If you go into, I mean, I'll just tip right here, guys, this is how we do product research. Even if we're in a niche already and we want to look for extra products, and this is assuming you don't have a list, if you already have a list then do an ask campaign. Ask your people like what do you want basically. Steve Larsen: Yes, I love you're bringing that up. Okay, nevermind. Bryan Bowman: Let's say we're starting with nothing. What's that? Steve Larsen: I said I'm geeking out with you. Bryan Bowman: Let's say we're starting with nothing. Amazon has these really cool things called Amazon best sellers. They are the hot list, the most wished for list. When you go into Amazon and they'll tell you what are people wishing for, what are they putting on their wishlist like what are things that they want, what are the things that are the hottest sellers overall in Amazon or by individual category. If you want to sell stuff in the sports and outdoor niche, Amazon will tell you these are the hot top hundred selling items in the sports and outdoor niche. It just gives you the data. That by far is the best place to start, to start brainstorming ideas. There's apps you can buy that are plug ins, none of them are really I mean, they're not super accurate in the sense that like this one says this sells 10,000 and this one sells 20,000. It's just a gauge to help you understand maybe approximate sales so you understand what's a hot selling product and where maybe there's some opportunity. Amazon is a place to start. If you want to look for purely product research, I would encourage all your listeners to start checking out some of those lists in Amazon. Again, guys, I would highly encourage you if you want to build a long-term asset, start with the principle of the actual interest. Steve Larsen: Could you give an example of that? Bryan Bowman: What's that? Steve Larsen: Could you give an example of that? Just for someone listening that goes, "What do you mean by principle?" Bryan Bowman: Yeah, if we decide like we want to get, okay, I'm just looking right here, I've got my cup of coffee right here. We'll go with coffee. If I'm like, "All right, I want to start selling eCommerce." Let's say I'm starting from day one, "Man, I really want to start selling some physical products." Then maybe you're going to go into Amazon and you're going to start looking for hot selling products in the coffee niche. There's a lot of them. I mean, coffee niche is such a good niche. I'll explain why it is in a second. There's tons of amazing products you can sell and probably can make some money on. You can get source pretty easily. You can find a manufacturer in China or maybe even domestically, but we tend to go overseas and get it sent, get your samples and start producing. That's one approach. You go to Amazon, you're going to be able to find some hot selling products but what I'm going to encourage your listeners to do and I hope you consider is let's go back before we even consider do I want to sell the coffee mug, do I want to sell the grinder, do I want to sell the pour over top, or whatever. Let's go back and let's talk about the niche, the interest coffee aficionados, coffee lovers, people who really like why do they love coffee so much and start building that community. Start thinking in terms of even if you're not going to build a community page or anything like that but start thinking about the interest, the principles. Why do they love coffee? What does it mean to them? Because what's that going to influence it's like top down, it's going to influence everything else. It's going to influence all the way down to your Facebook ads. If you're just like, the worst thing you can do if you're going to run a Facebook ad, we can talk about this is say, "Get my coffee," let's just say coffee mug, coffee mug 50% off today only like I guarantee you no one is going to buy that. No one is going to click on that and buy it because all you're trying to do is scream louder than everybody else, every other advertiser. If you can pull your customer out of the crowd. I always use a Waldo example like where's Waldo where there's like all the people and then Waldo is in there and if like a magnet, if I can pull Waldo out of that sea of people then I don't need to yell anymore. I can just have a conversation. If I start with the principle which is why do people love coffee so much, that's going to affect my messaging, right? That's going to affect how I connect and for some people, they choose a certain coffee because they want it to be free from toxins, and they want it to be organic and they want it to be the cleanest cup of coffee. For others, it's like a super power where it's productive, it's the first thing they have that inspires them. No caffeine, no creativity then that's how I'm going to connect with them. At the end, I'm still selling the same product, the pour over top thing but it's because I took the time to get my principles right, then the strategy I used for my Facebook ad was influenced and then tactically how I implemented it in my funnel was influenced as well. I don't know if that make sense... Steve Larsen: No, it totally does. Rather than selling, I mean you're basically selling the benefit rather than the feature which is awesome. Bryan Bowman: Yeah, I mean there, you put it, see you're so much smarter than me, Steve. Steve Larsen: Whatever. Bryan Bowman: You put it so much more elegantly. Steve Larsen: I stole that from so many marketers. That's cool though, okay. Meaning, I've always thought of that in terms of how to sell it but you're taking that principle like way farther back into the actual product selection phase which is very interesting. Bryan Bowman: You know why though, man? This is my prediction, and not that this is ... I'm no Nostradamus so marketing, I know the guy who is though, but what's really going to start separating people is like being genuine, man and you can't fake it. That's the thing. I actually, I try to get into niches. I don't sell me-too products. I try to get in niches that I'm going to take a little bit of time to really understand the niche. Typically, it's going to be something I'm interested in but even if I'm not and I see a great opportunity in the market, I'm going to get to know these people. I really, really, really want to be genuine and serve and create a sense of community. It just makes everything so much easier. I can't emphasize it enough because you're going to be able to think their thoughts. You're going to be able to get into their head. It makes product selection and copy and offers and everything so much easier. Steve Larsen: Yeah, yeah, no, definitely with that kind of backdrop. You go in there and you start looking at Amazon best sellers and you're going to figure out how you can sell the result rather than the thing. How do you start testing? What is it that you're doing to go through you know, "Is this product actually good? Should I build a whole culture and community around this?" You know what I mean? What's the next step after that? Bryan Bowman: I mean, the first thing I mean I'll be honest, it's been tested enough where our method once I check some boxes in terms of knowing that there's enough interest in the niche, doing a little bit of preliminary product research, seeing that there's some products that people buy, again, going to Amazon, seeing what kind of stuff they buy, researching the niche a little bit, seeing the competitiveness of it. I'll double down and just start building up our communities but I think initially whenever you're going to sell any physical products, always use small test orders. More and more, because there's been so many more of these private label sellers or people starting their own brands and going to manufacturers in China. If you're using Alibaba or AliExpress or whatever you're using or global sources, there's just a lot of different ways you can go to get product more and more these manufacturers are accepting lower MOQs or lower order quantity. When I started, if you're not ordering a thousand units like good luck because you're going to pay, either you're not going to find any manufacturer to sell you anything or you're going to pay a lot of money. Now, it's not uncommon. I mean, if you just push back a little bit or just make a second or third request, it's not uncommon to be able to get 100 or 200 units, 300 units max, I guess not max but max for a minimum order like a small order and you start with something small. I mean, always order samples. I don't want to get too much into sourcing but always check a few samples on physical products because the picture they show you is never the same as what they actually send you. I mean, what they send you is never the same as the order so it's the bigger order. Order one, the 300 units and start selling those. You could put them, I like putting them on Amazon but you can create some simple funnels and see if the inventory moves. If you're able to actually get the product to sell, if it does, then you know you're ready to double down and order a bigger quantity. Anyway, I don't want to get too much into the inspection stuff and all that. Steve Larsen: Sure. Think about more the ecomunderground.com for sure. Bryan Bowman: Yeah, this is definitely all we talk about is all the nitty-gritty, the details, but I think the main take away is always start small and scale up because I've made that mistake. The first product that we ever launched, I mean, I didn't have a lot of disposable income and we put ten grand into it. I learned the hard way because I sold $500 worth of product. Steve Larsen: This is going to sound like crazy. Bryan Bowman: In fact, I still think I have some of those boxes of products sitting around in a storage unit somewhere. The biggest thing I can tell you like anything else is micro budgets, micro orders essentially and just scale up and test it first. Fortunately, ClickFunnels has made it super easy to be able to test product like using funnel. Steve Larsen: I was going to say, you go get the product, you find it on Amazon. First of all, what people are wanting, the interest, the principles. You go and you source the product to get small micro shipments of it and then you're testing the sale on Amazon plus like funnel, is that how you're doing it? Bryan Bowman: Yeah, I mean I would pick one or the other honestly guys because I definitely don't want to divert. I'm a big believer like you focus your attention on one platform so the reason I like to test on Amazon, the only reason I like to is it's just quick. It's very quick to verify but I think that you also, if you're not really interested in getting into the whole Amazon world which you don't have to, the newest brand we're launching we're not even going to sell on Amazon. It's just not an interest of ours... We're doing it surely off of the marketplaces. When I say Amazon, I mean Walmart, Jet, Newegg, all of the marketplaces. You can build out simple funnels just to test to see if people are ordering and build out Facebook ads the way that we've talked about. Maybe we didn't talk about so much but the main thing with the Facebook ad is, actually this is really good, I really want to share this. Steve Larsen: Yeah, let's hear. Bryan Bowman: When you're building out your Facebook ads, there are so many ways to drive traffic, guys. I know people who are purely on Pinterest, that's how they get all their traffic. I know people who are purely on AdWords, that's how they get all their traffic. We use a combination of AdWords and Facebook. We're starting to branch out into Pinterest for one of our brands that's more in the mommy niche. Facebook is still I believe the most powerful platform but because of the increased competition, you've just have to step your game up and the biggest mistake I see people make, I kind of talked about it already with especially in eCommerce, with the streaming louder than your competition with bigger discounts and bolder funds, red borders or whatever is that streaming louder doesn't work. You have to get connection. It's really interesting because if you're selling a high ticket coaching program, let's say you're selling a $10,000 high ticket coaching program, you would never get on a Facebook ad and be like have a video or have an image that says, "Get my high ticket coaching for 50% off, it was 20,000, now 10 and I'm an amazing coach. You should totally come work with me, you will get amazing results." No one would ever start their campaign that way. It's like a coaching program, right? Steve Larsen: If they do, it's really annoying. Bryan Bowman: Yeah, if they do, it's really annoying and if you see those ads, just make them a spam or just report them because they don't work. Yet that's what most eCommerce sellers do, right? We're like, "Buy now. Buy now. Buy now. Buy now. Buy now, 90% off, 95% off, I'll give you $5 if you buy it." It's like let's just push the offer. What would you do if you're a high ticket coach? What would your ad look like if you're trying to sell a $10,000 coaching program, Steve? Your initial ad to cold traffic, what would you ... Steve Larsen: If I was selling a high ticket coaching program from cold traffic, actually I wouldn't. I would sell to my own community. The first thing I would do is I would be out showing people benefits of using a funnel and first, defining the people who probably know what that vernacular is. Then, ascending then up slowly just like you and I were talking about before because I wouldn't walk up on the street and ask someone for ten grand. To me, that's what cold traffic is. I'm not that good at cold traffic and it's for a reason. I just feel like it's the harder method than going to warm traffic and hot so I don't do cold that much. Bryan Bowman: Like you said, first thing you do is you'd start serving and you just start probably connecting with them. It's a little bit easier with low ticket. It probably wasn't the best analogy because yeah, absolutely, good luck selling $10,000 program to cold traffic but let's say it's a $30 offer. Let's say it's a $10 offer, I don't care what it is. There is an independence and an interdependence between your ads and your landing page. There's an independence because you're not trying to sell with the ad. All you're trying to do is get people to click to find out more. It's like a headline, the headline has one purpose, right? To get people to read the next line. Steve Larsen: Right. Bryan Bowman: The headline is not there to sell them necessarily but your ad is definitely not there to sell them, it's to get them to just click to get to the landing page, however, there's an interdependence between the ad and the landing page because that pre-frames them and sets the stage for whether or not they're going to accept your message on that landing page. Not all clicks are created equally. When I understood this, this was like the biggest breakthrough for me and my ads was there's this independence but this interdependence and when in my ad I just want them to click so that's where I'm going to try to build that connection, that's where I use a lot of story, I use a lot of powerful imagery. Who is it? Oren Klaff in Pitch Anything, he talks about the three different parts of the brain. Steve Larsen: It's such a good book. Bryan Bowman: It's awesome. I could just ramble off books right now, they're so good. Steve Larsen: Me too, so good though. Bryan Bowman: Basically, the part of the brain that's responsible for making decisions is actually has nothing to do with the logical like fact-based like what percentage off am I getting, it's the emotional part of the brain. It's the part of the brain that's responsible for processing emotions. We want to connect and we want to feel what they're feeling and let them know that our product, we're not trying to create emotions. This is Eugene Schwartz, Breakthrough Advertising, the job of your advertisement is not to create the emotion, it's to take their existing hopes, dreams, desires and put them onto your product and project them onto your product. We do that by connecting with the ad, we need to have more of a connection. It's a little bit hard. I know this all sounds very theoretical but- Steve Larsen: It's so true, though. Bryan Bowman: It's not that difficult if you actually care and you actually take the time to think about what pains, what fears, what hopes, what dreams your prospect has. The only job of the ad and it's not overly like sentimental or anything, we're not trying to be corny either. It's just enough to make people stop and go, "Okay, maybe I am interested in this pour over coffee top thing, maybe this really will make special cup of coffee, maybe it will make something that is worth tasting. Let me go ahead and click and find out." Steve Larsen: Right, it's powerful because like you said, you're not trying to create desire inside of a person or any kind of emotion or whatever. If they already have it, the only job I feel like of the sale and marketing is to just plug into exactly what you just said. I forgot it's Eugene Schwartz that said that. That's cool, that's really cool. With the ad, you're going in, you're saying, independence and interdependence in the ad but then also the way they flow together. I'm not trying to sell on the ad, I'm just trying to tap into current emotion and then the next page that has one role, the next page one role, I love that. Everything on every single piece of creative. Bryan Bowman: Exactly. Steve Larsen: Do you mind just real quick, I know we've been going for a little while here, but do you mind just real quick just sharing a little bit of one of the standard eCom funnel models is and maybe we'll wrap up with that? Bryan Bowman: Yeah, for sure. We still use free plus shipping a lot. I still love free plus shipping. Again, when people say, I see this all the time, you know free plus shipping, everyone is doing it, it doesn't work. Yeah, if you're leading with on your ad, get our widget for $7 or get it for free, get it for free, click here, click here, click here. Again, it's a commodity, people just don't respond as well to that ad. Last year they did, but they just don't respond as well anymore. I still like though a low ticket tripwire, whatever you want to call it, to get them in and qualify my buyer and qualify, qualify a subscriber and qualify a buyer at the same and obviously getting that credit card info on the front end allows us to do one click upsells. The biggest thing I would give for eCommerce folks and maybe you've heard this, maybe you haven't is multiple quantities, multiple quantities. I want you to test being a little over the top. In the sense like if you think nobody would ever want five- Steve Larsen: Coffeemakers. Bryan Bowman: Coffeemakers, exactly... You don't know how many people they have in their family, who they're going to gift these things to, you have to try it and you'd be surprised how often people will take the multiple quantity option. Again, ClickFunnels is why love it, it makes it super easy for me to not only add multiple quantities but with a few lines of custom code, a few easy lines, have some nice call outs, bold some things, really call out my best value to try to entice people to consider the higher quantities. On the upsell pages, I used to do more of the same thing, we're finding that doesn't convert as well so I am starting to switch to different complimentary products but again, in multiple quantities. Then, on my down sale we'll usually strip out the most popular item so let's say it's a supplement product. We lead with our free plus shipping or maybe our trial, then on the upsell with multiple quantities, on the upsell we might have a pack of different products that are likely to be purchased together like a bundle, stack or whatever of supplements. If they say no on the down sale, we would strip out the most popular product that we know people is our best seller or is a popular product of ours. We would strip it out of that stack. That's one example. Then just make sure you take advantage of those thank you pages. That's another common thing I see with funnels in general but definitely eCommerce funnels more than anything is no one is taking advantage like few people take advantage of that thank you page. That's a great place, again, learn from Amazon, frequently bought together, frequently viewed. Think of yourself as a massive ... Steve Larsen: This too. Bryan Bowman: What's that? Steve Larsen: Other customers bought this too. Bryan Bowman: Exactly... Customers who bought this bought this as well. Hack Amazon, I mean, if you're an eCommerce seller, hack Amazon but like look at every element on that page and see how you can incorporate some of that stuff. That's probably one of the best takeaways I can give is that thank you page, it's underutilized and start funnel stacking. Honestly, you'd be surprised how many times people will go through this free plus shipping offers when you start stacking them. Steve Larsen: It's so true. I don't know how many times I bought [Trayvon 00:56:41] gun oil thing, oh I have a few guns. Bryan Bowman: What's that? Steve Larsen: I said, it's so true, I don't know how many times I bought [Trayvon 00:56:47] gun oil thing. I only have a few guns but man, I bought so many of those things. It's so funny. That's hilarious... Man, I want to thank you for this. Just to recap everything, I always take a massive full page of notes every time I get to talk to a genius like you so I got it here again. You talked a lot about how not to choose eCom or info or just one thing, you actually can combine them and make even more powerful offer. I love the concept of how getting off of Amazon allows you to sell for 11 x potential on the backend. The dirty little secret is you get paid if it's flat. I love that. It's hilarious, man. Then, massive focus on community, otherwise you're just a commodity. You can still sell the commodity but there's no longevity in just selling commodity. You got to be able to sell to community too and get people into there. I love that. Itches are in the niches, love that too. Then a big focus on principles, what are the interest, what is it they're actually going after, actually fulfilling that and tapping into creative or tapping into the desires that they already have. I love the concept of independence and interdependence with the ads too and pre-frame bridges and all that before the funnel hits and then going to the funnel. Man, you dumped a ton of stuff on here. This is amazing. This is like just a little flavor of what you actually offer in eCom Underground, that's so cool. I really appreciate it. Bryan Bowman: I was excited to come on, man, when you invited me. I was very excited. We've become really great friends man and I appreciate you, I appreciate what you're doing. Anything I can do to help serve your audience and hopefully give back some value that they can implement, some strategy but also some very tactical things that if they're running funnels right now, hopefully they can go tweak and start testing. Steve Larsen: I appreciate that. You guys noticed, those of you guys that are listening now, how much did he actually just spend on the funnel itself like the pages, not that much time. I think it's a big place that people fumble up and they say, "I've got to spend all this time," now, the funnel matters but so much goes in to actually finding the product. Finding the needs, fulfilling and actually building the business around the funnel so it can be self-sustained, I love that. Anyway, thanks so much for all you shared and I really, really appreciate it. Hey, where can people go to I think you've mentioned the trial they can get? Bryan Bowman: Yeah, I want to do something special for your audience just to have them experience a little bit of eCom Underground and be able to connect with them a little bit more. I recently created a group. We have a large private Facebook group like most ClickFunnels official, it's private but it's available for free to the public. That's an amazing group that's growing very, very quickly but we recently started a separate group which is our insiders group. Our eCom Underground Insiders... This is really special for me because it's a little smaller group and allows me to just serve them a little more closely and spend a little more time with them. What I do in that group is I have a weekly live Q&A where we literally breakout the whiteboard and your exact questions get answered and you come on and as a group we can answer them but what I do is anything that I can do to help to answer these questions I do. If you submit the questions in advance, if there's someone in my network who's a better expert than I am then I try to get them on that call and we try to make sure you get your questions answered every week on those live Q&As. What I also do is I have an expert, I call it expert no pitch interview where literally you know that moment, Stephen, it's one of my favorite things ever, it's like after you finished dinner, the plates have been cleared, dessert is gone, we're just sipping coffee or whatever it is and we're just sitting there talking. We're all just really calm and just sharing stories. That's the environment in the interviews, we're literally it's just an open dialog, somebody who's just amazing in what they do, most of the time eCommerce related, and we can just pick their brain and get our questions answered from an expert. We do that every month and we have a special private group just for us for the insider so it's a really special community. What I want to do is just extend a 30 day all access trial for all of your listeners, they can come check it out, see if it's for them and I'd love to have them obviously. It just reminds me of a sales page, like what's the catch, there's no catch. It's part of a huge national promotion. What I want honestly is like have your audience experience it, if they get value then of course I would love to have them stay and to be a part of the community long-term. What they can do is if you'd like to be a part of it and experience it, they can go to eCom, it's with one M, ecomunderground.com/steve S-T-E-V-E and yeah, we'd love to have you and have you try it out and see if it's a good fit for you. Steve Larsen: That's awesome, man. I appreciate it. Hey, if everything else is good, reach out to Bryan to say thank you so much. Bryan, I appreciate it, a personal friend and total eCom junkie and nerd. Bryan Bowman: Yeah, for sure. Steve Larsen: There's a lot of eCom people that listen to this podcast, so I know they're all going to really love it. Anyway, thanks so much, man. I really appreciate this. Bryan Bowman: Awesome. Thank you so much and yeah, it was awesome. Steve Larsen: All right, bye-bye. Announcer: 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.

Approaching someone with nothing but an idea doesn't put you in a position to start partnering with someone. Here what you need to have before going to others... What's going on everyone? This is Steve Larsen, and in this episode I want to share with you guys when it's actually really cool to partner with somebody, but also I want to share with you when it's completely inappropriate. Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. And now, here's your host, Steve Larsen. All right. Now when I first got started in this business, I started getting a little bit of traction, I was studying a lot of traffic strategies, and I didn't know it at the time but I literally was taking this piece of paper in the middle of my internet marketing class, and I was drawing out a funnel, a sales funnel. And I was drawing from a squeeze page, to a thank you page, over to an affiliate offer, and there was an email sequence. And I was learning how to put all this stuff together. I had no idea that I was drawing what is now commonly known as a sales funnel. And it was super cool, and there was all these really cool things that I was drawing, this really detailed little map of how this was going to be all working out. And I walked up to my internet marketing professor, this was about two and a half, eh, this was way longer than that. This was probably three and a half years ago now, four years ago. And I walked up to him and I said, "Hey, you know what? Hey, great class. I never want to come back." And he's like, "What?" And I said, "Look, it's like day two and you just asked me what SEO stands for. Like, I've been studying this stuff way longer than you probably have been." I didn't say that part. But I was like, "Look, I don't want to come back." And he's like, "All right, fine." And I held up this piece of paper, that funnel, and I said, "I'm gonna go build this instead," and he, I thought he was going to say no. But he said something that probably changed my life. He said, "Okay. You can leave, don't come back the rest of the entire semester. And what you're going to go do is you're going to hold a class on your own. And at the end of the semester, I expect some kind of deliverable." And so what I did is I looked around in class, and I looked for the other kid that looked like he was just bored out of his mind because he just knew this stuff already, and I was like, "Hey, let's go." And we left class for the rest of the semester. And we, every single day, held class for three hours. We called it class, but literally all we were doing is we were trying to make as much money online as we possibly could. And that's what our class was. And it's super unique, it was really, really cool, I can't believe he actually said yes to that. And so that's all we did. We sat down and we just started executing the plan. I said, "Hey, okay, here's the plan." And I, his name's Ben Wilson, he's one of the first interviews on my podcast, by the way. He's about to launch his own. Anyway. And he ... I was like, hey, here's what this is. I didn't know it was a funnel that I was drawing. But I was like, first we're going to send it to this and then we'll go do this, and then we'll go do this. You know, it was all this cool automation and I was kind of patch working together these different systems that weren't really supposed to work together but I somehow in weird ways got them to. And we went and we got a Clickbank offer and the coolest thing happened. We went and we grabbed this Clickbank offer and we put basically together an affiliate funnel. Using some free software for some crappy landing page thing. And we thought through all the lines of copy and we thought through the headlines. All that we could, we were just focusing as hard as we could on when to say this line, and when this line. And we took this video from here. It was just really, really fun. And I was like hey, I have no money. We're gonna put fifty bucks in, let's say, on ads, and I learned some really awesome traffic driving strategies. This is literally before I even learned who Russell Brunson was by like a month before I learned who he was. And it was really, really cool. I went and we put fifty bucks in and I was like, okay, let's see if it works. And we went to bed. And that night, I woke, the next morning I woke up and I was really, really excited. I had a hard time sleeping because I was so excited to see what would happen. I was like, we're gonna be rich! We're gonna be rich! This is gonna be amazing! And not from fifty bucks, but just to prove the concept and knew we could scale afterwards. And so we put fifty bucks in, and I open up my account, and there was fifty dollars in there. It was like fifty-something. Anyway, we basically, we broke even. And I was like, God! No way! Oh my gosh, we broke even, we broke even! Dude! And I called him up and I was like, "We freaking made it!" And he's like, "Are you kidding me man?" And I was like, "Yeah, meet me there." So we go and I get on my bike, because we only have one car, and I wanted to like, to have the car for the kids. And I'm riding my bike as fast I can, rah! Go as fast as I can. I get to campus, get to the room that we always stole from the other people so that we could try to make money every day. And I pull my computer up and he comes running in and I show it to him and we were like, "Oh my gosh, it worked!" Well the news of that spread. And part of me was like, yeah, whoa! And the other part of me was like, eh, we broke even. We had 17 people opt in and one person bought and then bought the upsell which made fifty bucks. And I was like, huh. Well, it looks like we failed on that, I guess what else should we try? And it's so funny because until I just kicked myself. We made a break even funnel our very first try, which, just so you know, in the sales funnel world, is not a small feat. It was huge. And it was mass ... Anyway. What was funny was this onslaught of people with these deals that just started coming out of the woodwork for us. And news of that spread. And we were just excited. We weren't thinking. We were just like, "yeah, check this out! We did this, this, and this!" It was like, aw, so crazy cool! Well, pretty soon everybody was a deal maker. And I was in the middle of my marketing classes and I'd go from class to class and these people would come out and be like, "hey, you want to do this?" "Hey, dude, I've got this great thing. Hey, you want to drive traffic for me and do x, y and z?" And I was like, "Yeah! Totally!" And I was just saying yes to everything. And we were saying yes to all this stuff, thinking, oh my gosh, this is huge, we've learned this cool little skill, we've just proved it, we have a case study now, let's go do, it's an actual business. And let's see if it works, you know? And I can't even remember what we did next. Oh! We started doing all these little small businesses. And trying to drive, you know, driving traffic for them, and it was really, really fun. It was cool. And then one day ... I mean, we were just saying yes to everything. And then one day, this company called Paul Mitchell came and they asked the school for some help. And they said, "hey, we don't know what these kids are doing but you gotta go work with them. Their fame is spreading all over the place for whatever they're doing online." Well, it was me and my buddy. It was Ben and I. And Ben and I went, we went out and we started driving traffic for these guys. And what was funny was just the ridiculous onslaught of deals, all right? We technically were not even that successful with it yet. I mean, we had just proven the concept. But the motion created attention. Because most people won't even make any kind of action. They won't even get into motion because they're so afraid that they're gonna mess up. And so what ended up happening, it's kind of a short lesson for you guys today, but this is really, really powerful. What ended up happening is all these deals started coming out of the woodwork. Just, I mean, I can't even believe it. And I went ... We were talking to tons of tons of people. We had 15 businesses on a waiting list to drive traffic for. Fifteen! It was nuts. We had investor wanting to help us create a platform where we could do our system that we had, you know ... Some of it was ours, some of it was proprietary, some of it was from other people, some of it was ... You know, like, we had an investor who was willing to place like, a lot of money. Hundred of thousands of dollars into putting together this little system. And we were like, Holy crap! What did we make? Why is this happening so much? And I remember sitting back and thinking, dude, we are just gonna be rich! Oh my gosh! And I remember getting really excited about it. And Ben and I would sit back and we'd talk about it and we'd have super late nights and we'd be on whiteboards drawing out all this stuff. I still miss those days. It was so fun. And always reminds me of it whenever I do it with Russell, you know? And we would draw it all out and we'd put all these things, all these pieces and systems together. Big mastermind sessions and things like that. Really, really fun. And we'd go meet with these business owners. Millionaires. Even some billion dollar companies. And we'd go show them the system and ... I mean, it was working by that time. It was pulling in lots of traffic, and it'd pull in more leads, and we were proving the system as we were selling it, basically. Which is a lesson in that alone. And again, just deals and deals on deals from students, from teachers. Lots of teachers. And it was really awkward when I would tell them no. But that wasn't my initial knee jerk reaction. What ended up happening is that there were so many deals that started coming out of the woodwork, all these people saying, "Please, help with, do this with me, do this with me." And I was just ... My resting state is nice guy, although I can get pissed off in very specific scenarios. My resting state is nice guy, so I'd say yes to everybody. And I was like, "Yeah, we could totally do that with you!" Pretty soon, I'm running ads for construction people, I'm running ads for someone's pizza company, and we're running ads for some guy's networking agency. And we're running ads for ... I mean, it was all over the place. It was nuts. And this was literally in the middle of college. Okay? In the middle of my internet marketing class that was supposed to be Internet Marketing 101. And we had our own, like, freaking agency. And we were building sites for all these people. I mean, it was really, really fun. Really, really enjoyed it. But what was funny, again, is how many deals were just popping out of the woodwork. And what was funny is that never stopped. But, but I did. I did it out of necessity. What ended up happening is I had to remember, okay. In this guy's business, he has this scenario going on, but over here it's different because of this. And this guy's headline is this, this. And it caused so much noise in my head I could not sleep. It was so hard. There was so much pressure and this thing that initially was very exciting ended up being very, very, kind of demoralizing almost. It was like ... It kind of became depressing. It became this thing that I did not want to work in anymore. And for months and months and months, it was this beast that we couldn't turn off very easily. And I learned just like so much from that. What honestly stopped it is Ben graduated before I did and he left. So I was like, well, I guess I'll just drop all these clients too and just, years were ... What money or ads didn't spend, here you go, here's it back. And here you go, here you go, you know what I mean? And that's kind of how it went. And ... But the deals never stopped. And one of the major points I wanted to put on this podcast is that guys, when you start to get into motion, motion attracts people. Motion in general attracts people. Action attracts people... I mean, the TV and its effect on humanity is a case in point of that very statement right there. You know whenever there's a car crash, everyone stops and looks. The crash is over. But something happened, right? When you get in motion there are things that happen for some reason in other people's brains as they begin to look at what you're doing. And they begin to assign value to your action. And there's real power in it, but there's also a gigantic façade and mirage. The power is that you're gonna get a lot of people who start to follow you because of the action. "Wow, this guy has the guts and, quite honestly, the straight-up cajones and balls to just do something with his life. And be vulnerable and go try and make some money and do something new and creative and be a business owner and entrepreneur and marketer." Right? That's where the power comes from. The mirage comes though, by you thinking and mistaking action and progress with achievement and accomplishment. Action and movement is not the same thing as accomplishing. Right? I can jump up and down all I want, but I'm not gonna grow my lats until I actually start lifting them. "But wait, I'm in motion! How come I'm not ... " You know? You know what I mean? It's very, very true for marketing in general. This is what I've learned. People will go take motion, and they'll go take this action, thinking that it's achievement and accomplishment. And what they'll do is they'll go market it. As if it is accomplishment and action. And in my opinion, I think that's false. I think that's wrong. I don't think you should ever do that. If you haven't actually accomplished something, what ... You're marketing a mirage, which is very scary because people are gonna find out about that. We just had a guy who got caught recently in my Two Comma Club coaching group. We caught him lying and he was saying that he had built all these funnels and he had built all these funnels for entrepreneurs that I personally built. Or these other million dollar funnels, saying that he was the one that was actually the one behind him. And we caught him on recording and it was so sad, because I kicked him out of my community. I literally kicked him out. And I sent a message to him, I said, "I hope you learn from this. Like, I have no room for that in my community... I worked too dang hard for someone who's a fake, a mirage, a façade, to be in my community. You're not allowed in here anymore." And I kicked him out and I locked him out. And ... That's a classic example of somebody mixing up motion and movement and action with accomplishment and achievement. You know? You're not done ... It's like when we, I'm a do, it's kind of ... here's a kind of like bridge, okay? It's kind of like when I would do sprints, you know? And we would do what we'd call 61 20s or we would sprint, just dead sprint, as hard as you could, like a cougar was gonna eat you alive. We would sprint as hard as we could for 60 seconds. And then we'd walk for 120 seconds. And then we'd sprint for 60 seconds, and walk for 120 seconds. And we'd do that for like 50 minutes in the army. It sucked. Guys would throw up by the end. It rocks your lungs. It is not easy. Especially after round two, it's like, oh my gosh. It's just full out dead sprint like you're going to die straight to nothing. Really, really intense... Anyway, what was interesting about that is that when we would do laps, we had to actually do the lap itself. If I had done the entire race and the whole sprint perfectly, but then ended up walking out at the end, you know, the last turn ... Well I didn't finish. It's the exact same thing. You can't mix motion and action with achievement and accomplishment. They're not the same thing. You have to cross the finish line. And so it's great that you get started. It's great that you get out and start doing something. But that's not the point. You guys, what I'm trying to tell you is that as you get started in your entrepreneurial journey, or as you're moving along currently, deals will continue to find you because it is attractive to humanity. You will find so ... Opportunities are not something that you're gonna be in need of if you are a person who's in motion. People will find you. And guess what? Not all opportunities are made equal. Most opportunities are made really poorly, actually. Most opportune ... And you should ... I have made far more money by saying "no" 90% of the time than "yes" 90% of the time. That was the biggest lesson I learned back in the story I was just telling you. We were saying yes to everything. The problem is that you really are saying yes to nothing. Because you've said yes to everything. Just by definition almost. Like, yeah, we could do, yeah, yeah, yeah, yeah, yeah, yeah, yeah, yeah, yeah. Well it turns out, spreads your focus so thin that you end up dying. You can't dive in, really, on more than one thing. You know what I mean? You gotta be tricky if you can do two. It's not easy to do more than even two things. Even more than one. Okay? So don't go and confuse those things. When we were going and we were doing ... One of the biggest powers that I started realizing ... We started having these deals come out, I'm trying to remember some of them specifically. This is easily three years ago, I mean it was ... Anyway. We have these deals come out of the woodwork though. Like one of them was for a construction company. And they're like, "hey we want to drive ads." It was like residential construction for residential pools and stuff like that. And we said yes at first, but around that time, that's when there were so many people who wanted the service. Which A, really solidified the value that I thought we were bringing to market, I was like, wow, people actually want this, that's really cool. But B, it became a little bit stressful. And it was a side thing that I wasn't expecting to happen... What, stress? Because of too many opportunities? What? That's real? I thought that was a joke. That's actually very real! Well, I just had that happen to me again today. It literally happens to me at least three times a week, I think? Where somebody reaches out and it's very flattering, but they're always like, "Steven, I got this sweet thing, I really want you to be a part of it. Please, please, please, will you build my funnel? Here's the idea. If you build the funnel and kind of help me create the product and drive the traffic to it, dude, I'll give you 50% of this awesome idea." What's wrong with that? It means I'm literally building their entire business. And I get 50% of it? Like, no, no, no, no. There's a guy who reached out to me, it was actually today. I won't say the name. Anyway, he was trying to pitch me on this idea and I was like, "hey, no. I have a ... My full time attention is working with ClickFunnels and as Russell Brunson's funnel building assistant. You know? It's really, really awesome and I really love what I do," and I was happy to do an interview or something, but I've had more success by saying no to the bountiful opportunities than saying yes. Most of the time when someone wants to partner with me, I could've just done the idea on my own. Not trying to be rude here, but I'm just saying. Sounds like you want me to ... sounds like you want to pay me to build you a funnel, not partner with you. And then he jumped over and he said, "well, hey, I've made $8,000 a month. I've made $8,000 this month. Is that not proof enough?" I said, "hey ..." I said, "if it's not mainstream ... " Anyways. He said, "I need a marketer, a marketing partner, not a funnel builder." Okay, first of all, you all know my position on entrepreneurs. Entrepreneurs are marketers! If you're not, you really need to get in behind the marketing wheel. All right? You already have lost control of your business if you're the entrepreneur and you're not also the marketer. Anyway. Ugh! That always drives me just bat crazy. Anyway. But I said, "hey brother, there's more opportunity than I can handle. My focus is here and on my own projects. I appreciate the reach out." And I was just trying to like, nicely, back him off. He said, "all right buddy, at least I tried to get you on board." And he kind of, he kept saying all of this stuff, saying hey, this is super trendy right now, but I'm gonna adapt. And he was trying to guilt me into saying yes. And to get into ... and to say ... I cannot tell you how many times this happens to me. And you're gonna get it too, if you're not already getting it now, opportunities are going to come out of the woodwork, and they are not all good! Okay? And I said, "hey, what I'm saying is this, meaning you need to come out with, you need to come at me with more than just an idea. You need to already have brought it to life. Know how it sells before you partner or hire. The entrepreneur is the marketer." And he went through and whole, all this other stuff. And I was like, "hey man, I'm already partnered with Russell and the Two Comma Club Coaching Program. I'm not really for hire right now, but either way ... " Anyway. What was just making me totally go nuts and actually really frustrated was the fact that this guy had not put two and two together, that just having an idea is not value. You guys, you buy your customer somehow. You either buy them with your time or you buy them with your money. I prefer to do it with money. You know? Or some kind of value. It's the exact thing when you guys go partner and you go hire. You only hire when it hurts. You bootstrap that crap. You don't go get VC money, you figure out how to sell it on your own. And you will have a way better, more sustainable business because of it. It's the same thing when you go partner with somebody. You don't partner somebody for the sake of getting a partner. It's like getting a board. You don't go put a board together for the sake of having a board. It's the dumbest thing on the planet. Don't go just get a board because it's the MBA crap to do. That's not, that's not how bootstrapping business ... That's not how having your own business works. You don't just go get people in the business and try to pay them money for the sake of it. You know what I mean? That's like me paying you allowance for crap you didn't do. That's like me paying allowance period. I don't pay my kids allowance, I don't plan on it. They're gonna work. You know what I mean? Anyway I get really fired up about this topic because deals will come to you, and they are not all good. When you want to go partner with somebody, you do the exact same thing that Russell teaches in his books, which is the Dream 100 concept. You go provide value. I remember there was a guy who came out to me once and he was like, he reached out and, you know ... I get about at least a hundred messages a week, just on Facebook alone, let alone the billions of other platforms that are out there. And it stresses me out. And anytime I go and I try hook up with somebody else who's also kind of farther along the path, and I want to do some kind of JV thing with him, I don't just reach out straight to them. Unless I know that they know who I am. And that there could be value and it could be awesome. You know what I mean? But usually I don't just reach straight out to somebody. I try and figure ... I, I ... essentially date them. And that's what this guy did to me too. So cool. What he did is he went out and when I was creating the Sales Funnel Broker website inside of ClickFunnels, I was like, "well I still want the SEO capabilities that WordPress brings." And so what I did was I hired this coder and basically she created this custom WordPress theme that synced up with my ClickFunnels website. So it looked like you were on the same website even though you were really on a blog page, just for one of the pages. It was really cool. Super awesome. And I was like, hey this would be super cool if I sell this. I was just gonna use it for myself but it's awesome. Well, I started selling it and it's awesome and it's this cool little upsell and I can't believe the amount of money that it's brought it. Totally, you know, to buy a product. Like the book Rework says, I'm still in my buy products and it's awesome. Well, one day this guy reaches out to me and he's like, "hey I bought your thing." Notice he didn't even ask for it for free. He's like, "hey, I bought your thing. Your WordPress, your custom WordPress theme that's ... " He's like, "it's totally awesome." And he's like, "But by the way, I've got all these coders, and they're sitting on the side. And I just thought it'd be kind of cool, I saw a few holes inside of your WordPress theme. I thought it could be even cooler. And I thought you'd maybe want a start-up guide." He's like, "so what I did is I bought your WordPress theme, I handed it over to my coders, and for the next, last while, they went in and they ... I had, I paid for my coders to go make your thing even cooler. Here you go, it's yours. And by the way, here's a video start-up guide so that these people don't, stop bothering you with questions on how to hook it up." And I was like, "Who are you? Oh my gosh, you're the man! Are you serious? Whoa!" Right? He provided value to me first. And I had no idea that, later on, he was planning, he wanted to ask me for a ... all he wanted was an interview. And you know, I might have just said yes to the interview anyways. But now I know anytime he comes out and he asks me anything, I'm gonna say, "hey, what's up?" And I'm gonna respond to him. He provided such deep value to me and my community. Why would I not give time and the day for him? It's the same thing when you go partner. When you go walk up to somebody and you're like, oh, my gosh, you know what, I really don't want to do Facebook ads. Or you know what, I really don't want to be the guy who builds the funnel. I don't want to be the guy who's gonna do ... whatever. Whatever role it is, you do it yourself as long as you can. Unless you just truly cannot. But what you do is you go hire somebody and partner with them for that specific role. You know what I mean? This guy wanted me to build his entire company and then just him take 50% of it. That sounds like a great deal for him. Oh my gosh. Anyway, it just drives me nuts when people come out, they're like, "hey I've got this sweet thing, it's awesome." It's like, cool. You know how many sweet things there are out there? A billion. So what, why is yours any different? Why am I gonna take it on? You've gotta have ... Why are you so unique? You know what I mean? What's the thing that you already have built? When somebody comes to me, it's literally the entire reason I stop focusing on start-up businesses when I was building funnels for people. It's because their business wasn't proven yet, they hadn't created value in the marketplace. No one in the marketplace knew who they were. And so how can I partner with somebody who's not done that? And I made that mistake for years. And I went and I was building these funnels for people who hadn't actually made it. And as I build the funnel, if the funnel didn't work, they thought it was the funnel's fault and then I'm like, no! You haven't proven yourself in the market! Why did I ever partner with you? Ah! And it took me years to realize that lesson. So if you're gonna go partner with someone, oh my gosh, only do it when it hurts. Same when you hire. But second of all, you don't just approach people and just say, "uh, I've got this sweet thing." Here's the reality. If somebody approaches me ... This is gonna ... I'm not trying to be conceited, you know what I mean? But like, I have worked my butt off for the last, like, seven years. I said in a recent podcast I'm a seven year overnight success story. I've worked my butt off. And people who are successful are typically in motion, right? They're accomplishing things. They're getting out there, they're doing things. They're in motion to get the accomplishment. They're already moving. You don't have to get them moving. They already are. You know? If you walk up to me, and you say, hey I've got this sweet thing. And let's say I drop everything and I turn and I start focusing directly on the one thing that you have, what does that say about what I was originally doing? It means it probably wasn't that good in the first place. You know what I mean? So you ... quite honestly, when you want to go partner with somebody, expect to sell them a little bit. Court them, so to speak... Figure out how you can provide value for what they're doing. Show them how this is amazing. You're gonna need to sell them. It took us a long time to get this totally awesome person on the ClickFunnels team. It took us a long time to get them. Because we had to quote and quote date them. You know? We had to ... And that's exactly what happened. I'm not just telling you crap, you guys, this is how we actually do it. This is how I do it. When you create cool stuff in the marketplace, there's gonna be people that come out of the woodwork who are asking for your services and who bring you opportunities. I'm just trying to tell you that not all of them are good. In fact, 99% of them are not going to be good. And it's because they haven't even proven the idea. They haven't even started it. Why would I jump ship on all the other crap that I've got going on that I just absolutely love? Why would I just drop all that stuff and go to an idea that is barely proven? No, thank you. And so what I did is I started focusing on businesses that already had, you know, x amount of cash flow and customers. And my strategies would bloom up. And that's quite literally what got me in a position where Russell noticed me. That's it! And I started focusing on all these other businesses that are already blowing up and I knew ... I still, you know ... I knew that hey, what I was doing, that was, what, three years ago? When I started doing that? And all I did is I changed my bait. I changed my customer. And the opportunities changed. Which is super key. So if you have all these opportunities coming in, you've got all these people who are just hounding you, you probably aren't putting up the right message, A. B, please don't accept all of them. In fact, you should say no to all of ... I have made more money by saying no to things than yes. Seth Godin has got this great book called The Dip. And in The Dip he talks about that very same principle... He's like, look. There's this really stupid misconception in the planet that quitting is a bad thing. That is, and I'm just echoing him right now, that is complete, utter, ridiculous bull crap. I quit stuff all the time. And that's exactly what he said. He's like, he's like, the thing is that winners quit more than losers. They just quit the right stuff. You know? When I decided to really get focused on stuff, I quit certain ... I quit watching Netflix all the time. I quit watching, I quit doing all sorts of, I quit so many things in my life so that I could say yes to the thing that was important. And that's all I'm trying to tell you, is that these people who are gonna bring you all these deals. It's not that they're crappy deals. Some of them are just not fleshed out enough for you to go jump full, you know, full bore into. And it's gonna be a complete, utter waste of your time. And so I urge you, if you're not ... If somebody comes to you with an idea and they don't have a history with a business that has any cash flow. If they have zero history of ever being successful in any kind of marketing, if they've zero history of the idea itself or it's in such a blue ocean that's so crazy and out there that no one's ever done it before, man, you should have so many freaking red flags going off in your head. And you should say, "thank you. Have a great day." And you should walk away. Just literally turn around and walk away. Don't, don't ... No small talk. Don't try and make them feel good. Don't, just ... You literally turn around and you walk the other way. And it's only because that kind of person is looking for somebody else to prove their idea. They have not, honestly, they hadn't had the balls to do it on their own. And so, I don't, personally, ever want to work with a person like that. And it's the reason I don't. And so this person who reached out to me, like "I got this great thing," it's cool, yeah. He already had cash flow, he was already doing cool stuff with it. I don't even know who he is. And his first thing he comes out to me with is, "hey! Bleh bleh bleh bleh! Bleh bleh bleh bleh!" That makes me feel like he's a door-to-door salesmen. You know? And I don't ... those deals come around, how many, so many times every week. So the Dream 100, you know, I can tell when I'm on someone's Dream 100 list because I receive packages in the mail every once in a while. And I get these things and I'm like, oh, cool little toys! Like, cool! Aw! That's this person. I get more than enough messages and emails, you know, so how do they break through all the noise? They send me packages, you know? And I'm beginning to do the same kind of stuff. It's just a lot of fun. That's what people do to Russell, that's what Russell does to other people to let them know that they're serious. Anything that makes them stand out and guys, it's kind of like on Shark Tank. Have you ever seen, I'm sure you've seen this show Shark Tank. In Shark Tank, there's this super classic scenario that seems to happen at least once every episode where ... or every thirty minute episode. Where some guy has this fantastic idea. And he's poured in all this money and he's gone and he's done all these things and then it gets to the spot where they all want to know the numbers. And they're like, "hey that's really cool. Hey, hey, how much is it selling?" And they're like, "oh, I, I, it actually hasn't started selling yet." It's like, "oh. Dead already." It doesn't matter if you had the idea to cure cancer. You know what I mean? Man, well, it depends on who you talk to I guess. But the thing is that like when it comes to these different business ideas and these different opportunities, it doesn't matter how good you make it sound, you have got to have some numbers behind it. So when you go partner with somebody who actually could be a heavy hitter, who actually could do great things for your business, man, you better have some numbers behind you. Know your numbers! And get to know your own weaknesses. You know what, I've done this and I've tried this, we sold two or three this way, but it didn't work that well. I mean, go door-to-door if you freaking have to. You've got to get results or nobody who actually could help you is even gonna look or blink an eye at you. Because you haven't proven it. And so, anyway. That's enough on that. But I just wanted you to know that you guys, more money's made by you saying no than yes. Just get focused. And know, it's the weirdest thing. It's funny, my wife and I were just talking about this. Every time I put my foot down on something else that I'm gonna go start doing, and I'll be like, okay. That's my project for the next two years! I'm just gonna go do it. Every single time I do that I always get this onslaught of deals. It's almost like the world subconsciously is trying to test me. "Are you sure that you're committed to that? Are you sure that you want that really bad?" You know, and it's the weirdest thing that happens, it happens every single time. It just happened again. So I was like, cool, I'm gonna go do that thing. And I wrote it all a plan, I pulled stuff together, and I was like, cool. That's, wow, I could totally do that and it's actually not gonna take that long and I think it could provide some insane value in the market. It literally is the exact same thing, just deal after deal after deal every day for the last several weeks has just been hitting me and I'm like no! Just go away! Stop distracting me! It's the biggest killer of me finishing. Of you too, anything. Anyway. Guys, hey, thanks so much. Remember to stay focused and go prove your idea. It's very, very fun. It's very exciting. And if you have the nuts enough to just go do it, you're already gonna set yourself apart from so many people who are not willing. All right guys, talk to you later, 'bye. Thanks for listening to Sales Funnel Radio! Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnels for free? Go to salesfunnelbroker.com/freefunnels to download your pre-built sales funnel today.  

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

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.