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The beginning stages of entrepreneurship carry a certain sanctification that I miss... Rough, but extreme growth.

Hey, what's going on everyone? This is Steve Larsen and you're listening to Sales Funnel Radio.

Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. And now, here's your host Steve Larsen.

Hey, how you doing? You know what's funny is, I was listening to Russel's stuff, and I actually went through and I've been indexing all of his videos and going through and indexing him and saying like, "Okay. This little clip from this section to this section. And this second to this second is about this, and it's the best version of him teaching it.

And then I'll watch more video and it's kind of on like two or three times speed, which in Russel time is like 10x speed, it's so fast. Most people do not talk that fast. Then ... Index this and index this, it's been super super fun and I just noticed that he starts everybody with, "Hey everybody how's it goin?"

I don't know why but ... the beginning of every of my podcasts if you listen to is probably like, "What's up everyone this is Steve Larsen and-" You know it's like, it's the same thing every time but I'm like I should probably switch that out.

The other thing too is I kinda want to switch out my intro and outro jingle, like, I like it a lot, I made it by hand which is awesome. But man ... Yeah, I dunno, I'm all about variety so I kinda want to switch it up a little bit.

Hey you guys it's been really cool these last few weeks. There's been so much going on. My brother just got married, so cool, I'm the oldest of six kids. I got four ... three brothers, and two sisters. And we're all really close to be honest.

My siblings and I were actually really close which is rare, and it's cool, we're actually all buddies and friends and we all kind of just cheer each other on with what we're doing.

I got a brother who's really into coding, he's very very good at it. Got a brother who's actually a phlebotomist, which is amazing, that's so cool.

My sister actually started working at ClickFunnels which is awesome. She's still in college, she's actually my assistant, she's the one that goes in and does all my podcast stuff and she's really enjoyed it. She's actually also getting into e-commerce which is cool.

Then I got two young siblings as well which is super awesome and fun and also my parents, and we have a lot of fun together.

I guess the only reason I'm telling you guys that is that you guys know ... So my brother just got married ... We always go do like these crazy bachelor parties, always, it's so fun. And I'm Mormon, you guys know that probably right? Russel is, mostly everyone in the ClickFunnels office there is. I don't think that was on purpose, most of us are right.

So we don't have like the normal, typical bachelor party that you see on Hollywood, like it's not that way at all where people are like hiring strippers and drinking and stuff like that, it's not like that at all. What my brothers and I do are tradition now because the older three boys, we're all married now. I'm an uncle a couple times now which is awesome, And so, what we always do though is we try and have like man trips, something that's so ridiculous over the top masculine.

Something that's just kinda crazy and out there, but only a group of guys with no supervision would do. Because I'm a kid at heart and I will be forever and I don't care.

So my other brother when he got married we're like, "Dude what if we floated a river." I'm like yeah that'd be cool. We're like, "What if we actually made our own boats?" We're like, "Yeah, that'd be cool. What if we made our own boats out of cardboard and floated the Snake River? What-" And it was such a, "Yeah, that's manly right."

And we went and we built this massive fire and had food by the fire right next to the river. And while it was all cooking and stuff like that, we literally took pieces of cardboard and we taped it all together. And we go like two of us per cardboard boat, and we actually constructed them really really well. I actually didn't think they'd do as well as they did.

The problem was that they worked so well, and the current was so strong that they actually ended up taking us a mile down the river before they capsized. And we were not planning on going that far. We were laughing our faces getting into them because we were sure they would capsize immediately. And it's a deep, fast river, I think it was the Snake I'm not sure. But regardless, it was a very deep, very fast and big river.

And we get in this thing, we're floating down the river ... Anyway, it was super super awesome. And the water was freezing, freezing, it was just after winter time. This is like two years ago actually. And they start capsizing, it's cardboard, you know you're in water. And there's holes punching through it and all of a sudden we jump out into the river and we swim to the shore.

But what we weren't expecting was how far it actually took us and we didn't bring shoes, and there was nothing but thorns and thickets all around us, so we spent the next hour and a half gingerly placing each step all the way back to a road where we walked barefoot back all the way. And it was super fun, yeah.

To me there's not enough of that kind of activity in ... Especially men, or boys or teenagers anymore, there's not enough masculinity. Anyways, personal opinion on that. But man, freakin rub your face in some dirt, be a man, you know what I mean, it's okay to be masculine, it's okay for women to be feminine.

That's my personal opinion on that, I don't know why I told you all that...

So what we did for my other brother's bachelor party is, we were like, "Okay, well we gotta do something crazy, this is some feat of manhood." Once together we all went and we climbed the Tetons which is near-death experience. We did it in the middle of a blizzard. We didn't really plan that well but it was really fun. Like hanging on the side of these rock faces with like a thousand feet drop behind us is slightly stupid but really fun.

Anyways, so for my brother's bachelor party, the other brother...

What we did is we're like, "Okay, we gotta involve fire somehow, there's gotta be some food. We'll hang out a little bit but what are we gonna go do that's kind of insane and extreme?" So what we did is we went out to some sand dunes and we soaked these t-shirts in gasoline.

We tied strings around them and we went at night time and lit them on fire and we literally played golf on the sand dunes at night. We had hula hoops that we were lighting on fire and those were the holes. It was super fun.

And I was like, "Oh that's awesome, what else can we do that's crazy and extreme?" This is no joke sometimes how I create projects for marketing too by the way. Sit back and, Russel and I do this, and we'll sit back and go, "What else is like cool? What's so insane that makes this offer insatiable?"

And we'll add that in. I guess there's the marketing tie for right now.

So what we did though is, I was like, "We gotta make a flamethrower, Like we're in the middle of the dunes, this is gonna be so cool." So we went and we bought this squirt gun that looked like a Gatling gun and we loaded it with gasoline. And it's super scary because I mean if that got on it was ... But it was super fun.

And we pumped the squirt gun up and we were shooting gas all over the place and lighting it on fire while it was coming out and it was like, anyway. Super Rambo-ish, super awesome. Wow it took seven minutes to tell all that.

But anyway, I guess part of the whole point of this is I did right down, like I wanted you guys to know that ... Don't take yourself too serious, have fun, be fun, no one falls in love with people who are boring. You can't be boring okay, you gotta go do stuff that's awesome and cool.

One of the first ... Lets see, it's in Russel's new book, and I'm probably going to be referencing that a lot because I've been dying to tell you guys some of the things in it but I haven't been able to. I've read it well over five times before it ever launched because I have it.

And I helped made it a little bit, and I made the acknowledgment which is super cool. And I'm using it to help create some of the courses and products that we're going to be pushing out and it's super awesome.

But there are different rules to the attractive character, and the attractive character tells us that number one, "You cannot be boring, you've got to live the life that your audience wishes they could." Right or, "You've got to live the life that your audience is craving for and longs for."

Okay, that's one of the rules of the attractive character. So I've been trying to practice that to be honest. Not that I've been living in ways that I wouldn't normally, but honestly I just have fun, and it's super sweet. We're going off and we're doing some crazy stuff and it's been a whole lot of fun.

It's just been fun, I don't even know what to say about it...

But anyways, I ended up sitting back and I was talking to my brother and he started telling me, he's like, "Dude, I've been watching some of the things you've been doing and it's really fun and I actually really wanna get into e-commerce." And I was like, "Oh that's so cool." But he and I spoke for a solid three hours about this.

And I realized when it was over, I had been talking about funnel strategy and cool econ things. And the book "DotCom Secrets" was really the base for the things that he was asking, while the "Expert Secrets" book was really how to sell that stuff. And then I was saying, "Well, while you're doing that you might as well go and look at two or three other gurus. Here they are, here's some sweet names of people who could help you learn e-commerce."

Anyway, very exciting, super super awesome stuff...

It was shocking to me because I was sitting back and I was thinking, "That's so funny, I just wish he would come to the event." Garrett White, at the last Funnel Hacking live event, he said in there, he held up the "DotCom Secrets" book and he's like, "Read this."

Then he held up the "Expert Secrets" book and he's like, "Read this." I can't remember the exact words he was saying but his basic principle was that, "You know what's funny is you pay to get in the inner circle and half the stuff, more than half, almost all of it is actually coming from the two books." He's like, "If you guys would just read and apply the things that are in the book, you'd be done."

That's actually one of the things that we're thinking about making now, is somewhat of a guide to help people get through to the Two Comma Club. Because there is a process, there is a way to pull this stuff off, to make it that it doesn't seem so daunting. Or a step-by-step guide and that's what everyone's looking for. And it goes a little bit back to that duct-tape marketing principle that I was talking about.

I was listening to my brother and we were talking back and forth and I was like, "Yeah it's so interesting, if you would just listen to this, if you would just listen to this, if you would just do this." And those were kind of the thoughts that were going through my head, and I was like, "My gosh, you guys, there's so much information that's already out there. But these roadblocks get started in your head because you have not executed at all."

Okay, one of the first funnels I ever built was with a software called GetResponse. That's right, you heard me right, I used GetResponse and Wordpress. But those are two different funnels, I actually built a funnel in GetResponse. They had this landing page software, and I think they still have it actually, and it was before I ever used ClickFunnels or knew what it was, or even knew that it existed.

Actually, it may not also have existed yet at that time, or they were at least in beta.

But what I was doing is, this MLM hired me to come in and start building ... They're like, "Hey we get most of our sales, back end sales, by selling these books. When someone buys the book on Amazon they usually end up going and buying the product that the book talks about, so we push books." And I as like, "Okay, that's cool." They're like, "Would you help us build this thing for it?" And I was like, "Yeah, that'd be awesome."

And at the time I pitched Vivint about this concept and either I did a bad job explaining or they just didn't care, I think it was more they didn't care. I was like, "You guys have door to door sales people, you could totally replace them and get your own sales without having to pay any commission." They're like, "Oh, whatever."

 I was like, "Oh well, anyway, it's kind of ... anyway whatever." But as we were creating this funnel to push books, it totally worked by the way, and we were pushing books and it was really fun.

There was this guy who would not stop asking the most obvious questions and every little piece that I said to him, he had to question it. And it drove me crazy. You guys, it was nuts, we would have gotten so much more done if I had stopped validating every single thing.

Like I understand the point in what he was trying to do but it was like, "Hey, lets put this button on the right, we'll make it- how about a red button, how about red?"

"Why would you do red?"

"Because, red converts highly, and honestly it matches the color scheme so there's two pluses right there and lets toss it on the right here."

"Why would you put it on the right side? How come it's on the right side?"

And I'd be like, "Oh my gosh, because usually peoples' scroll-bars are on the right side and if they're not using a scroll wheel on their mouse then they're clicking on the side and pulling down, and peoples' mouses have to go as far, and we actually find we get better opt-in rates because of that."

"Okay, okay sounds good."

"Cool and lets put a little snippet under here that says something like, hey only available for this next little bit."

"But why would you say that, that's not true." It was like every thing, everything was like that. And I immediately realized who I did not want to be my customer, was guys like that.

And I'm not trying to say, "Hey, take this all in blind faith." And that's not what I was saying to my brother either. And there was a time where I ... I wasn't trying to say that to people but I got frustrated when there was like, "Just believe me, like this is how it works okay."

I've built so many funnels now in my life for my age especially, it's like come on.

And it was cool because my brother wasn't doing that, he was like, "Okay that's awesome. What I want you do is when you read the Expert Secrets book, if you have not gotten it already, or when you read DotCom Secrets book, or when you're learning from any guru, as long as they're an actual guru, or they really know what the heck they're talking about.

What I want you to do is don't decide whether or not you're going to do it right then. All I need you to do is decide ... Okay I see that's a possibility. That's all you need to do. All right, don't immediately decide whether or not it's a yes or a no, or a that's crap or that's cool.

Don't decide that, the only thing I need you to do is sit back and go that's possible and that's possible for me." Because people go, "Oh yeah that's possible." But then they'll also go, "Well that's possible but only for that guy because in the certain position he can only do this. That's only possible for Steven because he's podcasting like crazy and he's Russell's assistant."

Like that is not true at all.

And so what I need people to do and I would love it if you guys would just do this and accept it. That when I say something it's for a reason, when Russell says something it's for a reason. When these things are published lots of times it's for a reason. But please don't discount things that you're learning from other people, or gurus or people in the industry, whatever it is ... just on the fact that you don't know if it's gonna work.

Like well you don't actually know if that's gonna work. It's like, actually I do, and it has.

And then I got to spend all this time fighting whether or not they should actually do the thing that I'm telling them instead of them actually doing the thing. Does that make sense? And for some people it becomes such a big big pain in the butt, that they end up having no more progress.

It stops them cold, and that's literally the reason why I stopped doing the book thing with that MLM, was because that guy was there, the whole time ... We had straight out scream sessions about it, I get passionate about this stuff because I know it works and it has the power to change peoples' lives and my own life, and get products to the people who need the product. You know what I mean?

And so I get passionate about it and I'm not saying, "Take it on blind faith." I'm not saying to like jump right out with both feet all the time. But what I am asking is that you don't discount what things Russell is saying right off the bat. Don't make that your knee-jerk reaction.

Remember in the book "Rich Dad Poor Dad". Robert Kiyosaki, right he's talking, and he says in there ... It's a super famous quote, you guys are already gonna know it before I finish it, but he basically says in there, "Poor people say I can't afford that, rich people say how can I afford that." And you don't need to be rich to apply that statement.

Remember I got to Russell's first funnel acting live event, actually it was his second one, it was my first one. I got to it with hardly any money because I asked, "How can I afford that?" And the way I was resourceful was by trading funnels to get to the event. I didn't even ask for money, I said, "Hey I'll build you this funnel, buy me a ticket to that event over there." And they're like, "Why?" And I was like, "Because it's gonna change my life."

And they're like, "Okay, cool." And then I build another funnel, "Hey get me a hotel night for these nights." "Why?" I was like, "Because there's an event there and I want to go to it. Hey get me a flight." That's literally how I got to Russell's first event, okay because I had no money.

What I'm asking you to do is ... I had to break my mindset. There's so many people where I've talked to and they've been like, "100,000 dollars, oh my gosh that's so much money and that's insurmountable and I'm never gonna hit that." And if they already think that then they're dang straight right, it's right, it's true, they're so true. They will go nowhere, they will go nowhere. Already, they're done, they're dead in the water.

And I get so sick thinking about, I'm like, "Gosh I hope nobody in my podcast thinks that about the things that Russell publishes, or that I publish, or people who are actual gurus publish." Instead change the mindset to think, "Okay that could be a possibility."

I'm not asking you to say yes or no, I'm asking you to say, "All right, all right I could see that that could possible work and I could see that that could possibly work for me." And then dive into the stuff, then start being analytical about it, then try and judge it afterwards.

That way you're not fighting against a mind that's already said no. Now you're just trying to educate your brain and make it work and make it happen.

Anyways guys, I hope that makes sense. The message that I'm trying to share here is ... The reason I think why it spawned up is because when I was at Dan Henry's event, the AdCon event, I asked the question, I was like, "How many of you guys are right now."

I was like, "It's okay this is a safe environment. Raise your hand right now if you're broke." And there was a lot of hands that rose. I was like, "Raise your hand if you're brand spankin new." And there was a lot of hands that rose. I was like, "Raise your hand if you feel like this has been extremely exhausting and you just want to find the answer."

And a lot of hands went up, like most of the room on every one of those questions. And I just, in my mind was like, "Ah, yes ... I'm not in that position anymore but I was, and I know what that's like. And it's sanctifying."

So rather than you run away from the pain and say, "That can't work, that can't work, that can't work." I've got some very close people to me who are like that and it drives me nuts. Rather than do that, what I need you to do is turn your sail and you sail straight into the storm. You wade directly into the pain and you do it on purpose. And you say, "I'm gonna figure this crap out. I accept the state that I'm in. I'm not trying to choose how I feel about it, it is what it is. And so I'm just gonna push forward, I'm gonna do it."

Right, and I do it. And you just do it, there's nothing else to it. It's actually really easy when you think about it, you just do it. And you think, "Hey if this guy's saying it and he's got more money than I do, then he's probably right." That's what I'm asking you guys to do.

When you get this "Expert Secrets" book, if you haven't gotten it already. Get "Expert Secrets" or get "DotCom Secrets" or whatever it is that you're trying to push forward and build your sales funnel around, turn into the pain if you're brand new. If you're experienced and you're crushing it, awesome, continue to find the places-

This is actually a concept that Tony Robbins teaches. When my wife came back from the Tony Robbins event that she just went to, she was gone for three or four days. And she came back and she said, "Honestly, one of the best, coolest things that he taught me was that I need to turn into the pain." People will avoid pain, but you actually don't end up avoiding it. You actually only end up prolonging the pain. And instead the fastest way towards pleasure is, seriously, turn into to pain, accept the pain, walk directly through it, whatever it is that sucks.

If it's a relationship that needs to be fixed. If it's something in your business that needs to be fixed. If you currently are not making a decision and actually making offers and trying to get peoples' credit card numbers. I was in that category for a little while, that was the one for me. I just realized I wasn't asking people for money, which is so stupid. I say it now but you guys are doing that, because I did that, we all have done that before.

And so all I'm asking you guys to do ... And I hope you guys, you feel me, do you guys get this? Do you understand this? Because if you can seriously just accept the fact that you are not where you want to be, and that people are trying to teach you, and there's more than enough information that's out there, what really is the problem then? Why have you actually not hit the goal?

The goal has not been hit because you're not choosing to hit it. That means you need to say no to some things, as far as opportunities go, but it also means you need to be dang humble and realize you don't know it all. And when I personally started doing that, and I made an offer, and I stopped offering single products ... that's when it all blew up for me.

It's a serious humble pie, it's a serious piece of humble slice or whatever you want to call it. It sucks too, whenever humble pie comes along it doesn't just come in the slice, it comes in the whole pie, it hits you right in the face, like crap.

Don't take yourself too serious, have fun with it, accept the fact that you are in a position that you need to be in to grow. And if you turn into it and wade through it you'll learn the lessons faster, you'll get through the pain faster and you'll get the pleasure way faster as well, which is awesome. And that's totally what it's been super cool.

You guys know that for a while that I was at this 1000 dollar a week level, which is awesome. The last two weeks in a row has been 2000 dollars a weeks, it's just going up. And what I've been doing is working and it's been really really exciting. I'm not making millions yet, but I know I will, and I accept the fact that I'm in this state. I'm not trying to hide it, I'm not trying to BS anyone or say that I'm making millions.

This is exactly where I am and I'm gonna enjoy the lessons that are in the stage that I'm in. And that's all I'm trying to tell you guys. And that's what I was trying to do with my brothers also, just have fun with where I am, enjoy now.

Don't be so far future-focused that you actually miss what's going on right now...

Anyway, that's all I got for you guys. It was kind of a long podcast again. I'm getting long-winded on some of these podcasts guys. A lot of you guys, I've had some of you guys reach out to me and you're like, "Man I love the length, like 12 to 15 minutes that's perfect." And I was like, "Oh that's cool, it's good feedback, good to know." Not trying to be long-winded, I just want you guys to know there's so much to this and 90 percent of it is your own psychological state, okay.

There's more than enough information out there, there's more than enough out there for your product to be created, there's more than enough for it to be completely automated for you to do this on the side of your actual job. What's stopping you is you, you know. And it's hard to hear that, and it was hard for me to realize that about myself. Way back in the day when I actually accepted it and got over it things happened.

So anyways guys. Hey I hope you guys are doing awesome, get out there and crush it. Make a decision on one offer, one business, don't worry about anything else, kill everything else and just do one, launch it launch it launch it. Get people out there, put your offer in front of as many people as you can and that's the fastest way to you actually getting money that I know of. They'll try and do 100things, you'll kill it, meaning you'll kill yourself. All right guys, talk to you later. Bye.

Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? Go to salesfunnelbroker.com/freefunnels to download your prebuilt sales funnel today.

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THE thing I changed that actually started making me money...

Hey, what's going on everyone. This is Steve Larsen and you are listening to a absolutely very special Sales Funnel Radio because today is actually my birthday. What?

Welcome to Sales Funnel Radio where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. Now, here's your host, Steve Larsen

Hey, you guys. What's going on? Hey, so it's my birthday. I am actually not home right now. It's been an absolutely insane week and I super bad ... I had this written down. There's a podcast that's been in my head for a while. It's been like oh, my gosh. This is such cool value. I've got to share this, but it's been so intense that I've not been able to do it. I'm so sorry.

To recap, it was about a week ago, right. Today's Saturday, April 22nd, it's my birthday. What? Super cool. About a week ago last Friday, so a week ago Friday, we actually started building the Expert Secrets book funnel.

Now, we started that a little bit before that. We knew what it was, but we really didn't dive into it until two days before the thing was supposed to launch. It was supposed to launch on April 18th and it did, but we didn't start until two days before. I remember sitting there, I was like, "Dude, Russell, what is the funnel? What am I supposed to be building for you?"

You know what I mean? He was trying to figure that out and we were putting the offer together and stuff like that and it was high, very high pressure, very high pressure, very high stress.

It's cool. It's funny. That used to really freak me out, but what I've learned is that the more I embrace the fact that it might suck a little bit or things are going to be hard or whatever, I actually grow so much from it that I actually embrace those hard things now.

I don't know, but Russell totally knows what I'm doing every time, but whenever he's like, "Dude, it's going to be so crazy," I always go, "Cool, bring it on. Make it hard, coach. Make it hard, coach."

He doesn't ever say anything back. I don't think he knows what I'm talking about, but it's basically goes back to some things I learned where it's like basically my reactions determine my experience.

If I immediately can ... If I sit around and just like "Oh, I'm so sad." Like, "It's going to be so hard, eh." That's what most people do. If I can just turn around instead and say, "Hey, you know what, I'm just going to rock it, then it's going to be awesome."

Anyway, back to the story. We get there and it's 9 AM and I work the whole time. I get home Friday night, a week ago, Friday night before the book launch and Russell's like, "Dude, I'm so sorry, man, but is there any way you can get this piece of custom coding done before Monday starts?"

I was like, "Oh, I just want a break. I'm so tired. I'm so tired." I was a little bit annoyed at first like, "Oh, I get it, I get it," but the pace that we move at, I don't think you guys realize, is exhausting. It is exhausting, but it's super awesome too at the same time, right. It's like it is ...

Somebody asked me recently and I think you guys saw on Facebook too someone asked me like, "What's it like sitting next to Russell and building his funnels out?" I was like, "Imagine you're flying the fastest fighter jet on the planet. It's got all the bells and whistles. You got all these missiles sticking on the side and you're going as fast as the thing will actually let you go," right.

Mock 4, something ridiculously fast, way past the speed of sound. Then all of a sudden, not that you do on this in a plane, but you roll down the window so to speak and stick your head out like ahhh. That's what it's like. It's so fast paced and I'm constantly digesting as much information as I possibly can just so that I can keep up with what he's doing. It's awesome. It's more value than I ever got anywhere else for anything. I get to sit and pick his brain constantly, which is such a treat.

I was tired. It was Friday night. I was tired. I wanted to spend time with my wife. It was the first week in our new house and we're still setting things up and we're making it our own home and I was like, "Oh." I decided I'd stay up super late. I stayed up 'til 3 AM two nights in a row doing two things because there's so many things going on right now, not just the book funnel, right.

Number one, what I did is, and I'm just telling you guys the story just so you know what ... I know I'm sporadic with these podcasts, but whatever. Number one, I was trying to get some custom coding done for this funnel, stuff that Click Funnels doesn't do out of the box, but also allows you to do, which is cool, which makes Click Funnel so unique.

Really, really cool. I was getting the stuff done, but at the same time, I was trying to finish my slides for the presentation at Ad Con, which I just did a few hours ago and it went so, so, so well. Oh, my gosh, it went so well, but I was trying to finish, right, the whole presentation, get it all together.

It was like 74 slides and I was teaching about e-commerce funnels and successful funnel strategies in the e-commerce areas, which my gosh, it went so well. So excited. I love speaking on stage. By the way, that's my shameless plug if any of you guys want me to come do that. I don't charge anything, be a lot of fun.

Anyway, so I was juggling all these things going on. I was trying to put the actual house together and build furniture and put things ... It's been hectic. I have barely slept. I have such a headache right now while making this. I can't even tell you. I actually got a little bit worried. I was like, "I'm on so much caffeine right now."

That's okay. It's super, super awesome at the same time though...

We go through and I finish his custom code piece, and Monday comes along so a week, it's about what, five days ago. Monday comes along and I had finished slides. I sent them over for the presentation and everything to Dan Henry. Monday comes along and I was just thinking to myself like I've built over 160 sales funnels in the last year and I was looking at what we had and I was like, "There is no way that this funnel is ready, even nearly ready for the amount of traffic that we're going to send to this thing the next day." I was like, "Oh, my gosh."

I sent a message to my wife and I was like, "Babe, I'm so sorry, but I seriously doubt I'm going to be home tonight and maybe hardly even at all tomorrow." As long as I let her know in the future, as long as I let her know, then she's usually fine.

She knew. I was like, "Hey, the book launch is coming up. I'm sure it's going to be sporadic. It might be here. It might be not." As long as I let her know, she's fine with that. Russell cued me in on that tip on how to do it, every once in a while it happens.

We went and we start working, and I start doing some more of this custom code thing. We're using Jamie Smith's expertise and I was doing stuff on my own as well and we were putting pieces together and I was putting the other membership area and it looked so good. Oh, if you guys got the Expert Secret book yet, go get it for sure. I'm actually going toss my link if you're okay with that down in the description here just because might as well, right.

We were pushing. We were pushing, and it's so funny because Russell's always, "Dude, I'm so sorry, man. I know you never used to really drink caffeine until you worked for me," and I was like, "That's how it works though."

I had so much caffeine. I was shaking, but I had to stay up...

I had to get this stuff done and I was going 'til 3 AM. About 3 AM, everyone was on the floor and we're like, "Oh, so tired," and I was like, "There's more to do, there's more to do. We're trying to launch this thing at 2 PM tomorrow. There's more. I can't stop. I can't."

Russell's like, "Bro, we're going to make better decisions if we're rested." He's like, "We got to go home." I was like, "Gah, like he's right. Dang it."

I got most of the things done, custom coded a whole bunch of stuff, and it went really, really well. I was so tired, so tired. The next day, we left at 3 AM and I was back at work at 9 and slammed a whole bunch of caffeine again and just cranked and cranked and cranked. We actually almost hit the deadline.

We were only 9 minutes launching. We were supposed to launch at 2 PM Mountain Standard Time and it was actually 2:09 when we made the final call out and it actually started going.

Guys, the success has been insane. If you've not had the Expert Secrets Book, you should probably get it. This isn't like a pitch like, "Oh, it's 'cause I work there." No. I've read his book over five times now. I have one of the original spiral bound copies. I have the original files on my computer as I was vetting it back and forth with him during inception of the concepts of this book.

I've been a part of this book pretty heavily and it's super, super fun. I've really enjoyed it, hashing out some of these main topics and ideas and core concepts behind why this book is so good.

I was really, really shocked and honored to find out that he put me in the acknowledgements and it's super awesome. It's the last paragraph in the acknowledgements. I was so excited, I couldn't believe it. He goes, "The last one I want to thank Stephen Larsen for being a constant sounding board during this project. Without your excitement for this book, it would never have been completed."

I was like, "What? Oh, my gosh. Man, that's so awesome. That's so cool." I got in Russell freaking Brunson's book. It's crazy.

In the first 24 hours, we sold 10,000 copies, 10,000 copies. Now by comparison, I want you to know that DotCom Secrets sold about 80,000 total-ish and last I checked ... That was the first day and last I checked, we about surpassed 20,000 copies total. It's insane, absolutely insane. The amount of pressure in the market right now is insane for this book and we could feel it.

People were going crazy for it and really, really, it's been such a great experience.

Anyway, the whole purpose of this episode is that I had this huge ... I already knew it, but it was just a big confirmation, right. It is not about your main product. Let me try and say that it again. The sale is not about the main product. Expert Secrets is a absolutely insane book. It is so awesome, right.

The book launches and we put it out there, but we didn't just sell the book, right. You got to wrap it. You got to wrap your main service, your main business, your main product. If you can do that, your income will go through the roof.

Are you guys following when I'm saying this? Give a little nod with me as I'm doing this. The reason I'm bringing this up is because so we built this book funnel and there's other funnels that we want to go through and build and put together, but we didn't start with, "Okay, what's the funnel look like? What does the automation sequence look like?" That's what I feel like 90% of people do and it's wrong. That's not how you start.

The way that you start is by sitting back and going, "What's the coolest offer on the planet?" I have this core thing. Let's take the book, for example, right, the Expert Secrets book. I have this core book. I have this core thing. If I try and sell it directly, there's a hundred other people that are out there that are doing what you're doing, at least a hundred, right, a thousand, thousand. I should've started with thousands, thousands of other people.

The easiest way for you to actually get out there and separate yourself from competition is to make an offer out of your product. An offer can encompass many products, all right, and his book actually goes through this.

Actually, I have my fingers right now in the book. I'm holding the places for it. I'm looking at a page ... Wow, that's a coincidence. I'm looking at page 79 and 179. Oh, that's kind of cool. What I wanted to show you guys and tell you guys about real quick is the absolute ... I want you guys to know that we use this.

Here's some examples. Yesterday. Wait, what is today? Today's Saturday. It's Friday. Yeah, so it was yesterday. I'm losing track of my days like crazy. Something's going too fast. Yesterday, we were like, "Okay, this book funnel, it's killing it. It's awesome." There's a few tweaks we had to make. I totally forgot to stick a rule inside of our action [inaudible 12:24] sequences and what it is it made people get the "Hey, looks like you didn't purchase," emails when they did purchase and I was like, "Oh crap, sorry, dude, 3,000 people totally got that." That was my bad. Super late at night. I take full responsibility to that, but it's all right. We make mistakes, too.

Anyway, so right afterwards, we're like, "Okay, what's this thing we're trying ... " We know there's this area where people are wanting to get more training in and it's this area that Russell said that ... It's really super fun, man. It's my own program that I'm doing with Russell, kind of co-hosting it. It's so cool. I get to be on stage with Russell Brunson teaching his stuff. It's so awesome, you guys.

There's this place that we're trying to get people on. I'm not going to reveal anymore about what it is than that, but what we did is we literally spent three hours brainstorming the offer, brainstorming the positioning, and brainstorming the actual message, right.

People are like, "Wait a second, Stephen, you already have Click Funnels. You already have the message." Like well, yeah, for that product, but how does this, right ... You guys are going to learn about this in the book.

There's a thing called opportunity switches, which is when there's a brand new thing and the thing called opportunity stacks.

Remember when we came up with those two concepts. He and I were sitting side by side and we had this huge piece of paper in front of us, it's like oversized butcher paper, and we were going through different offer styles and I was taking out a lot of my notes from previous people I had learned from.

He was taking a lot of notes he had previously learned from and side by side, we were figuring this out and we realized that it boils down to two different offer styles. One is an opportunity switch and the other's an opportunity stack.

What Russell and I along with Dave Woodward 14:06, the three of us, we started brainstorming was an opportunity stack. There's an area that people are not very good at that we're trying to put an offer in, right, or a product. We've realized, it was two or three days ago, we realized, "Dang it, that doesn't sell very well on its own. It's a great product, but it doesn't sell. How can we make it an offer?"

Think about that. In your marketing, think about that with your sales funnel, that's what a sales funnel is.

A sales funnel lets you string out the offer inside of the actual funnel, right, so you don't hit them with all these things right at once, depends if it's an e-commerce product or a webinar or whatever, that changes, but let's say it's an e-commerce product, you're not going to hit them with this big, "Hey, buy this huge kit all at once." No. First you offer this. Then you offer that. Then you offer this. Then you offer that, right. It's complementary the whole way through.

Guys, think about the offer itself.

That's what I realized when I was in college that I was missing. I told you guys I was biking home one day and I was so depressed. I was like, "Gosh, why isn't this working? I am learning so much. I'm learning like crazy." This is probably three years ago. I was like, "Why am I not making money? I feel like I know more than a lot of these other people, but I'm not actually making the money that they are. I'm making way less." It's like, "What is it? Why am I missing this?"

I realized that I was not asking for people's credit cards as often as I should be, right. I was not and it was really painful that I wasn't. I realized that I was very good at making funnels look good, but I was not yet good at creating offers. That's what sales is.

You're pitching an offer, which doesn't necessarily mean a product or a service, right. That's singular. Offer is plural. There's many things that make up an offer. You guys understand what I'm saying? I hope that you guys understand what I'm saying because it's so key. If you can nail the offer, the funnel's cake. It's so easy, right.

All right, let's look at this real quick. All right, this is on the opportunity switch chapter. That's page 79. Russell's talking about how you can run an ask campaign and you just ask your market what do they want, right? What they do is they give you all this data and you create a master class out of it, right. Let's say that you guys tell me the top six things that you guys struggle with, with building funnels, which I've done with you by the way and I do for a reason.

It was an ask campaign and I got tons of response and I know exactly what you guys struggle with. I did that for my podcast content so I know what I can help you guys with. I did it for a product that I was thinking about doing. I don't know. I might not, but just to understand who's listening to this podcast better and I know what those things are, right.

If I was to go create a product about that, an info product, that's one product...

That's not an offer...

An offer and a product are not the same thing...

Let's fast-forward then to page 179 when he's talking about what's called ... He's talking about the offer basically. He calls it the stack slide, but there's all these little elements that get brought into it at that time, tons of them.

You're going to get the six-week master class.

You know what I mean?

You're going to get the ... Does that make sense? It's all the pieces that make it up, the six-week master class and you could see the whole list on page 192. You can get the six-month enterprise account level of Click Funnels, right. You're going to get Instant Traffic Hacks. This is all making up what is called the offer. Inception Secrets, you're going to get the Soap and Seinfeld secrets.

You'll get unlimited funnels to your account, first 50 people only, right. That is an offer. You put it all together. I feel like I'm explaining it, but maybe I'm not. I don't know.

What we were doing yesterday was we were creating an offer. What's funny is that this presentation I just did at Ad Con, I'm still here. I'm in the hotel room right now. Crazy tired. My head hurts. My throat hurts from talking so much. There's a huge line of people who wanted to take pictures, which is really fun. That was really fun. Even in my presentation where I wasn't pitching anything, I still was using an offer structure, right.

What I did is I literally sat down and I wrote down all the things that I knew, right. These are Facebook ad agency owners, right.

Dan wanted me to talk about e-commerce. I was like, "Whoa, that's a little bit weird," but I'm so grateful that he did. What I did is I sat down and I thought through all the knee-jerk reactions people were going to have to me telling them that they need to create an e-com funnel.

I was like, "What are they going to say?" Do this to your own people too, right. What are they going to say? They're going to say things like, "I don't have an e-commerce product. They're too hard to make. I don't want to ship things out to people. I don't like spending ads on small little things like that. I wish it was bigger," right, tons of stuff. I made a huge list of I knew of the false beliefs that they would have about my topic.

Then what I did is I orchestrated my topic to directly address the false beliefs that they were having. I swear if I put a pitch at the end of that, people would've bought. All right. I got offered $60,000 worth of business right after that presentation today, 60 grand at least. If I had actually tried to close, I know I would've made a lot of money.

People were on their seats...

It was freaking awesome...

Gosh, it went so good...

I'm not trying to pat my own back, but I know that the process that I'm telling you right now where you write out the false beliefs and you make products that directly address those false beliefs so that they're no longer false beliefs, guess where I got all that? All right, that's in the book, Expert Secrets. It's not so much about making webinars. This is how to sell. This book taught me how to make it. I already knew how to, but this is yeah, really, really awesome stuff you guys.

Anyway, that's all I wanted to say. This started as a long podcast and it's a bit tactile, but I hope that you guys are taking the time to sit back and go, "What is my offer? What am I actually offering people?" If you're sitting back and it's these onesies, twosies product, I know I have that on my personal site. I know that I needed to change it. I just have not had the time to do it. You know what I mean? I know that you guys are in that place as well, some of you guys as well. Some of you guys, just don't be lazy about it. Think through.

You don't need to come up with that. I'm doing this right now with my dad and his own webinar and he just launched his podcast and it's going great and he's interviewing these industry leaders in the financial area and financial investing and it's going awesome.

We're about to launch his webinar and the thing that I'm doing with him right now is offer creation. He's like, "Maybe we should go focus on the webinar a little more, a little bit more on the funnel." I was like, "No, no, it's not time. We have not yet nailed the offer."

Just today, I was reviewing the offer...

I was reviewing all the things going in there. I think it directly addresses the things that people are going to have the knee-jerk reactions about, I think. I'm pretty sure that it's going to. We went through and the thing we got to do next is we'll probably run an ask campaign and make sure, but the products themselves is what helps change people's false beliefs using what you'll learn in here, using what is called the epiphany bridge.

That's what I'm doing. I'm helping my dad map out all the stories. I'm helping him map out all just some tactile pieces that he's got to teach on the webinar, but I'm helping him map out the stories, all the products that will directly help correct the false beliefs and that's it.

You guys start doing that. Don't offer just onesies, twosies. How come people will sell ... This works even on e-commerce. Amazon products, why will people buy a pack of three socks versus a pack of one? Because it's an offer.

It's an offer...

That may not apply directly to sock selling, but that's the basic concept though and that's what I want you guys to do and start putting together. Know that it's all about offer structure and the way that you present that offer inside of the funnel.

The funnel gets really easy afterwards because then you have the first product that goes for the first page in the funnel that helps you sell the first thing. The second page helps you sell the second thing. You know what I mean? You're literally offering upsales throughout and by the end, they've gotten the whole offer.

Funnels give one offer...

Whenever you have more than one offer inside of a funnel, usually the conversions drop because they have not actually had time to digest the first idea.

Anyway, I hope that makes sense guys. Get the book. I'm going to drop the link down there. I'll drop my affiliate link for sure and I made a little deal on a email that I dropped out there and there's quite a few guys that actually took up on it. It was really, really fun. Basically, if you get the Expert Secrets book through my affiliate link, I would love to just do a 10-minute overview of your funnel live. I would love to do it live.

It's been a while since I've done one of my funnel feast episodes where I ... If you go to funnelfeast.com, I go through and I build live, but it would be fun to have a little critiquing session. That'd be really awesome. If you guys are okay with me going through your funnel live, just send me all the pages. That's my little thank you.

What I'm thinking about doing is I'll stack up probably 10 or 15 people and just 10 minutes each just go through and show what I would do just right off the bat to change in the funnel, things like that. Why do you think I can do that? I'm not an expert in real estate. I'm not an expert in stocks. I'm not an expert ... It's because it's sales. Sales is all of that. That's the blanket that I'm talking about here.

Anyways, guys, so sorry for talking so long, but go get the book. I'll post the link in my blog and also toss it inside of the description as well in here. If you want me to do that, just reach out to me on my Facebook page and I am happy to gothrough a little critique of your funnel. That'd be really, really fun.
All right, guys, talk to you later. Bye.

Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? Go to salesfunnelbroker.com/freefunnels to download your prebuilt sales funnel today.

Book Link:  https://expertsecrets.com/freebook?cf_affiliate_id=52291&affiliate_id=52291&aff_sub=&aff_sub2=&nopopup=false&noautoplay=false&cookiepreview=false

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Trust Comes In 2 Forms. One Builds And The Other Kills...

Welcome to Sales Funnel Radio where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. Now here's your host, Steven Larsen.

Ho-ho, isn't that cool? Hey, big shout out to Robert Phillips, he is a listener to this podcast. He reached out to me and he said, "Hey, I am known as the rock and roll speaker. He stands up and he speaks and he's totally awesome. He's like, "What's one of your favorite songs, I'm going to go learn that on guitar and give it to you." I was like, "Okay cool."

I'm a huge fan of Foo Fighters and Audio Slave, and Muse, and so I gave him an Audio Slave so one of my favorites. Anyway, I thought I'd give it to you. I actually super, super enjoy stage. Anyway, when I saw what he did I was like, "Dude, I'm going to put that as a podcast intro man, that's so cool, I appreciate that, that's so cool."

I play drums and I play piano and I sing a lot and, but I didn't ever play many strings instruments. Play the ukulele right now, that's about it, that's because my little three year old does it so ... Big shout out to Robert Phillips, the rock and roll speaker, you're the man. He just came out with a book, it's actually pretty awesome.

Anyway, speaking of stage I'm super excited you guys because I'm trying to figure out, there's two things I wanted to tell you. Oh my gosh, I'm so excited. I am speaking on two people's stages and I am really, really pumped about it.

The first one I'm speaking at is called Ad Comm and it's Dan Henry's event. I don't know how many hundreds are going to be there but it's a lot now and I'm excited about it, it's going to be great.

It's like two weeks out from now. He reached out about two months ago. He said, "Hey, if I actually did this would you, I'd love you to come speak." I said, "Sure, it'd be awesome." He is having me speak I believe on eCommerce. I need to actually finish writing the actual presentation itself and I think he wants me to do two presentations so I might need to ... Anyway, it's time for me to dive in.

You guys know me, I don't like to start something until it's getting a little bit close so it's fresh in my brain. I actually do it on purpose despite others thinking it's procrastination, it's actually not. Anyway, so I'm really excited about that though. I get to go speak on his stage and it's going to be awesome.

Then the second one is, it's actually even bigger. That one will be on ... Let's see, the first one is April 22nd which is my birthday, I'm very excited, turning 29. Earth Day. It's both Earth Day and my earth day, it's going to be awesome. That's April 22nd and it's going to be in Orlando, Florida.

I'd love to know if you're going to be, if anyone listening that's actually going to be at that. I'd love to meet you in person, it'd be great. Then the second one, right after I got that speaking gig, I got the second one over in Vegas and I think it's at the Bellagio but I can't remember, or the Paris, I can't remember.

Anyway, but it's LCT, it's Local Client Takeover. These guys have a gigantic following and I think they're planning on over 500, less than 1,000, somewhere in that range, people to come. I am so, so excited to do that.

They were going to pair me up with Frank Kern's Funnel Builder and we were going to go back-to-back on stage and teach some cool ways to get local clients. I was like, "Sweet man, I'd love to do that." It's been kind of fun to do all this stuff.

I had one with Russell, because it's given me really intense depth on so many areas of business...

I've built funnels from anything to supplements to toilet paper, it's nuts how much ... I mean, Sales Funnels has to do with anything, you guys know that. I'm really, really pumped about that so the second one, like I said, will be I think it's the first weekend in May.

That one'll be yeah, local client takeover, talking specifically on ... I only have like an hour on that one, I don't have a full 90 minute presentation which kind of stinks but there's a lot of speakers at this one, it's going to be awesome.

Anthony Crawley, got ... I mean, it's a lot of big speakers. I'm super honored to be doing that and it's awesome. If you guys want me to speak on your stage let me know. I'm just kidding, kind of. I actually really love it and it's just a ton of fun to do that. I love movies and movies are great and it's fun because of special effects and you can see someone's face.

You can get up close and personal. There's music, then it's really intense sometimes and you can kind of delve into motion harder but I have a really strong appreciation for stage because there's no second take.

It's all, it's very raw, it's very authentic. Anyway, very, very excited though to go do that and show some of the things that I know have been working that we've been doing. Yeah, it's been a lot of fun.

I told Russell and he was like, "What's up, that's awesome man." I've spoken on stages a couple times now and, I spoke at that Dekko one, that was really fun. It was like 2,000 kids there, high school kids and I taught them how to automate their fund raising. It's so funny because there's all these MBAs who were their advisers who didn't want them to pull off what I was teaching them because they're like, "Oh, we'll have them learn real stuff."

It's like, "Okay, well I guarantee that your MBAs are not making you much money. How about we compare money?" Not like a cocky way but let's just actually see what's actually come of your MBA? I'm not going against MBAs just so you guys know, I've actually really considered going and getting one.

It's just when people hide behind it like that is what creates the money I'm like, "Okay, you are so off the ball it makes me want to throw up."

Anyway, really interesting. I was thinking about, I was like, "Hey, I'm super stoked, going to go do the stage presentations here soon." It's doing the time we've been moving and there's all this stuff going on with Russell launching his book.

I'm running what we're calling the FHAT Event for Hack-a-thon and Secrets Master Class and all these other projects, it's been a lot of fun, it's been cool but it's just been really intense. I ran into a guy recently and he was, here's a little long here and I'll probably end with this, this is a shorter podcast.

His whole job, he gets hired by companies and hospitals a lot actually too which is cool. His whole job, he goes into places and he teaches them a lot of organizational effectiveness. It's super cool, and he was teaching me about trust. He was teaching me and it's so cool because while he was saying it I was like, "Oh, I've totally seen what you're telling me right now."

Anyway, so I knew what he was saying was true and real, it was really awesome. He said, "There's really two kinds of trust. One is a predictive kind of trust." For example, Russell sends me to go to, I went to ASW in Vegas.

We went and we were, it was a small group of us we went and we were presenting on Click Funnels to a bunch of affiliate people, people who their only job is they are affiliates for other people and they make a good living like that which is really cool.

He trusts me, he trusts me to go on and do a good job there...

That's a kind of trust...

I trust you to go forward and to say the right thing and not be an idiot, and not make Click Funnels look dumb. That's a predictive, futuristic based type of trust and that's the first kind. Everybody thinks that that is actually the most important kind of trust but the they're wrong, it's not.

What is more important and what is more foundational to any kind of organization is a trust called vulnerability trust. Vulnerability trust is, for example let's say I'm going through some sales funnels for Russell or for somebody else and I'm looking in there and I'm saying, "Oh my gosh. I see that what we are doing here is wrong." I have so much ... Russell has so much faith in me to come to him and show that.

There's an environment in the business space that allows for me to go up to him and say, "I think what we're doing is wrong," which I've done before and he's done before on my stuff and I've done on his stuff.

Which is cool, we have that kind of trust, it's a vulnerability trust. It's the ability to be completely vulnerable with another human being, is very hard to get, very hard to get because people don't want to be vulnerable.

They want stature and they want status...

They want to be, all to be important and, "Oh you should when you hear my name go oh, it's going to be Steve Larsen, oh." People want that. What's funny is the more you crave that the less you get it. You gain status by not seeking it, by the way, that's the best way to do it. I've had some cool talks about that with others, especially Russell.

Anyway, I thought it was really, really powerful and I was thinking how cool it is that these people who are saying, "Hey, would you come speak on our stage?" It is a ... What the people who have asked me to come speak on their stages are doing is they are giving, it's a predictive style trust but the people who attend are counting me being the vulnerable kind of trust.

They trust that I'm going to come and be vulnerable and be real with them, actually show the raw stuff, how it actually works. Little tricks to increase conversion, little things that we'll do ... Great ways to create continuity and things that ... There's this certain kind of trust, especially in teaching environments where you expect the teacher to be vulnerable and show that stuff.

As a teacher if you're ever in a room of people who are not willing to be vulnerable and try the things you're teaching it sucks because they're not willing to do anything you're saying and you feel no progress.

Anyways, those are two kinds of trust and I was thinking about that.

I was like, "Hey, this is super cool, like yeah. I've been a part of other organizations before working for Click Funnels on other people and this sucks, I did not have the kind of trust with the boss at the time or the entrepreneur who I was working with or whatever it was or whoever I was building for.

Where I did not feel the kind of trust where I could go be vulnerable about their own business and say, "Hey look, I understand this is your baby but you're too in love with it and you're going to run it into the ground and here's three reasons why. Here's three places I can see that it's wrong."

If you aren't willing to be wrong in your own business about that you're going to kill your business. I'm not even going to sugarcoat that. You will kill your business if you do not allow people to show you faults in it because it's not perfect. You're not perfect so why should your business be?

If it's your baby and it came from you it's not going to be perfect, you're not perfect. You know what I mean? That's just the whole point.

Take all these things, and I know I talked about duct tape marketing the last podcast but this totally ties into it...

Be vulnerable, have the kind of trust in both yourself and others around you and the kind of environment that allows people to come to you and say, "Hey, you know what? Mr. Russell Brunson I know you got a lot of status, you don't seek it but you really boss a lot of people lives. He comes to me and says, "Hey, check it out man. There's a few things, I know you really like this product you've put together and you spent a lot of time on it but I actually think it's wrong. I think this is wrong or the message as a whole is wrong."

It's hard to get that environment. I remember I said that once about a sales video we had created. I said it probably a little bit more forward and harsh than I should have. It wasn't harsh it was just ... I probably could have said it softer than I did.

I was like, "I don't think this is going to sell. I actually think this is a completely wrong angle and I think that what we've done here is not going to be effective or successful."

We were ... We had to try and remember to be in a place of vulnerability. I know the way I said it was probably a little too forward. I'd rather just say what I mean and not sugarcoat stuff. I said it in a way that ... He was a little bit put off by it which is fine. I was like, "Oh dang it, I shouldn't have said it the way I did but I still agree with that."

Then he came back and said, "Okay, I get it, I see what you're saying, it makes sense." Cultivating an environment like that is not easy or it will require you to get out of your comfort zone like crazy. In order for you to have a culture of vulnerability, being able to accept things about your business, you too need to be vulnerable.

It's not comfortable and it sucks...

I've had a lot of ... I know there's things wrong with Sales Funnel Broker, I know there's things wrong with stevejlarsen.com, I know this. Eventually you guys are going to launch stuff, you know I mean?  It may not move forward but you got to have trust and you've got to accept people's feedback.

That's where you get the duct tape marketing, you know what I mean? That's where you get all this stuff moving forward. That's how you figure out, "Hey, I suck at this, let me hire out for that," you know what I mean? You got to be able to have that kind of stuff.

Anyway, it's just been running through my head.

Anyway, super excited to speak on those stages...

Guys, please let me know if you're going to be in them, in the audiences, I would love to meet you. I had so much fun meeting so many of you guys at Funnel Acting Live, it was awesome. A lot of you guys asked why I wasn't on that one, I wasn't speaking at that one.

Maybe not, maybe next year I can convince that to happen but I don't know, it would be fun.

Anyway, guys I will talk to you later. Remember to have trust. Predictive trust is
important but it's not the most important one. The organizational, killing version of trust is if you're not vulnerable with each other and can't trust each other to be vulnerable. Anyway, I am excited. I should probably go prep these presentations because I am not ready for them yet.

Anyways guys, talk to you later. Bye.

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The "Re-Epiphany" I Had While At Breakfast with Russell Brunson

Hey, what's going on everyone? This is Steve Larsen, and you're listening to Sales Funnel Radio.

Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. And now, here's your host, Steve Larsen.

What's going on everyone? I've been trying to be more consistent in these podcasts. There's so many cool things going on right now. I wish I could capture it all and show you things that are going on, so many awesome little masterminds I've had with Russell lately, with lots of people, and it's been really, really fun to just learn and glean from other people. It's just been great.

I've really enjoyed it, and it's been fun to, you know, like when you get in flow? You know what I mean? You get in state?

Anyway, it's been cool, especially today. It's kind of funny ... So Russell and I have just been burning the midnight oil like crazy for the last couple months here, and it's been really, really fast and that's part of the reason why I can't do any kind of funnel building for anyone else anymore.

What we're doing is so fast paced. It's almost out of self preservation...

I mean, I really can't handle it that much more, to be honest, and, like I said last episode, we got a house, and I'm super excited about that.

It's been a lot of fun to start making those preparations and things like that...

But, anyway, it's been cool to ... Over the last few months, we were kind of redoing the front end of ClickFunnels together. I mean, like crazy. It's been a whole lot of fun. Russell had me go through tons and tons of quizzes, and I started noticing these patterns in how people were doing their quizzes.

I promise that there's a point to this whole story, okay? Just follow me on this path, all right?

Because I had this really cool thought today, and I was like, "Oh my gosh. I've got to podcast that. That was so awesome. I've got to share this." So just bear with me a little bit. This is going to sound crazy and sound random, but I promise there's a point coming to it.

It's kind of fun, because we sit down and Russell and I were talking about different cool things we could do for the new front end of ClickFunnels. We wanted people who didn't know what ClickFunnels is, or didn't know what sales funnels are, or didn't know hardly what internet marketing is.

We wanted those people, who don't know marketing, who don't know all that stuff, to be able to go to the front page of ClickFunnels and go, "Oh my gosh. Like, that's what this is?"

We're trying to close the education gap and make that bridge even smaller so people get it ... Faster, you know, just super cool tool...

You guys obviously know I'm a huge advocate of it. Someone asked me if I'm a partner. I said, "No, not yet, but hopefully someday."

I want to lead down that path sometime, but anyway ... So we've been talking all this stuff, right? We've had all these different events. I'm helping prepare the FHAT event. That's F-H-A-T, Funnel Hackathon, right, and Russell's, he's put me in charge of that. I've built out and created what's called the secrets master class. It's been really fun, just fast pace, you know? We were talking to somebody, and they're like, "Is it always this crazy?"

And I was like, "You know what? It's always really intense, but there's been this extra flavor of intensity since like, you know, October, November timeframe."

It just seems like the heat really turned up. I was finishing a whole bunch of funnels for Funnel Hacker TV, which is going to come out soon, and I think we're going to get it here on Netflix soon, too, which is so cool!

I'm gonna be on Netflix! Really excited about that...

Anyways, that's what the plan is, anyway, and we figured out, we think, how to do it. And you guys will get to see ... I think it's like eight different episodes for that. It's just been really fast. You know, really, really intense.

I feel like I'm looking up and going, "Wow! Three months just went by!" You know what I mean? Look up again, "Oh my gosh! That was half of a year!" And I've almost been with ClickFunnels for a full year now, which is super awesome.

Anyway, it's been great. But it's kind of interesting, because I was drinking tons of caffeine to keep up with the pace. Russell was too. Just, we were kind of trashing our bodies, to be honest.

There were so many reasons why I stopped building funnels on the side for other people...

And that was another one of the reasons, is that I was just like, "Man, I'm not taking care of myself very well." It really started affecting me mentally, and I could tell. And Russell could tell it was doing it to him as well, and I was like, "Ugh."

So we decided to do a three day juice fast cleanse. And any time Russell has any
idea like that, sometimes it's like this little lurch inside me, like, "Oh, crap. This is gonna be awful. Ugh." He wants me to do colonics and stuff. I don't know if I can hack that. I'm like, "Nah, man. And if I was to go do that, I'm not gonna go with you to do that."

Anyway, it's been kinda funny. So, we've been on this three day juice fast, and today was the last day. We were gonna do four days, but just so much has been going on. We're such low-energy. You basically drink juice every single day.

We got it from this certain place that prepares it for us every day, and I go pick it up on my motorcycle every morning, and I bring it to both of us. We'll have a green drink together and then these wheat grass shots, and every two hours you drink another 16 ounces of a different juice.

Like beet juice, to cleanse the liver. You know?

It's got ginger in it, and all this other stuff. Other greens, and things like that. Another one's coconut water. Another one's almond milk. Another one's back to wheat grass juice. Back to grapefruit juice, all over the ... Anyways, it's actually a lot.

It actually was more work to continue drinking that stuff than I thought so, you know? I had to do over and over and over again.

It was fine, like, the first half of the day, and then I got really hungry, obviously. I started feeling it, getting headaches, things like that, about 24 hours in. And that kinda stayed that way, kind of low-energy, for the next 24 hours, but the third day was actually pretty easy for me.

But Russell's really feeling it, because he was only sleeping like four hours a night this last little bit here...

And he ... I could just tell, he's really struggling. And I was hungry, and today was the last day, and we made it halfway through the day, and he turns over ... We were rebuilding the front end of ClickFunnels, and I was finishing things with funnel hacks ... Anyway, we were updating lots of stuff, lots of products, to get ready for the book launch.

And he turns to me, and I can just tell he's dragging, full dark circles under his eyes. And he's like, "Dude. I have got to eat!"

And I was like ... Because these juice fasts are like 900 calories a day, and I was like, "Man, I'm not gonna be lifting during this." And he's like, "Dude, you have to! Make it even harder!"

And I was like, "No." But he's been up, a lot, and anyway ... So he was like, "What do you want to eat, man? Does breakfast sound good?" I was like, "Sure." And it was the middle of the day.

So we went and we had IHOP, and we were with Winter Jones. He helps us do some of our coding and things like that, and design work, things like that, which has been awesome.

The three of us just kinda crank all of that along, and we get a lot of stuff done. It's been fun...

Full sprint, which, you know, is not out of the norm for us...

But, we get in the car, and Russell's driving, we're going down to IHOP ... And I know how to code a little bit, and Winter obviously is a pretty hardcore coder, and I know design, and Winter knows some design. He's very good at that also. And I know funnel stuff ... You know what I mean? And Russell kept saying, "Man, I wish I had those kinds of skills."

And I thought, "That's interesting that you say that." And I said, "Well, it's okay. You've got other skill." And he's like, "No, no, no. It's totally fine. I get it. My skill has always revolved around getting other people to do the things that I can't or don't want to do, and that's how I've grown everything so fast. And that's how I move so fast."

And I was sitting back, and I don't think he realized what he had said. I mean, he realized, obviously, but the impact that it had on me. I was sitting back there and I was thinking, "How interesting. How interesting that-"

And we're both foggy brained, we're both feeling it from the three day juice fast thing. We're trying to cleanse and get out of our caffeine ways, trying to be more healthy and take care of ourselves, things like that.

And we're going to have our first meal in a long time ... But my mind was racing...

I was like, "That's so interesting, because I've had the same kinds of thoughts before that." I didn't learn how to code in school. I didn't learn how to build stuff in school. I didn't learn, really, sales, very well. I mean, there was a sales class, but it wasn't very good.

It was only a couple weeks, too. It was like two or three weeks. How can you ... Sales turns all of the economy in the entire world. How are we not spending more time on this in business marketing degrees?

But, anyway ... And everything, I'm self-taught, you know? I've just pushed my own way through. I was sitting there, and I was listening to him, and I thought, "Gosh, that's really interesting." And it reminded me of an experience that I had had. And I think I've shared this with you, but I'm not quite sure if I have or not, so I thought I would.

There was this time I was playing ... This is gonna sound so stupid, okay?

And I know what my next podcast is gonna be, and this kind of story will make more sense when you hear the next podcast. But we used to go to a gym, like basketball gym, where these two gyms in our church, side by side. But we'd turn over all the tables, and we'd bring in dozens and dozens of tennis balls. We'd split into two teams, and we would play dodge ball with tennis balls.

It's slightly stupid, you know? But it was so much fun, because you really didn't want to get hit. I mean, you'd get welts sometimes. And people would get black eyes from getting hit in the face and the eyes. It was intense.

You'd go sprinting as fast as you could from table to table, playing dodge ball with tennis balls...

I remember that there was this time that ... And you guys are gonna think, "Why would you say something like this on Sales Funnel Broker?" Well, I'm gonna tell you why. Bear with me. It's been nine, ten minutes now. I'm still going full circle. It's been a long circle, but there's a really strong point to this, and I want to make it, because I've had several people ask, "I wish you could do this. I wish you could do this. I'm not good at this part."

I was like, "So what?" Anyway, back to the story. So, we're playing dodge ball with tennis balls, and there was probably 20 or 30 of us. I mean, we'd get a big group of people together. It hurt. It was a lot of fun though. These balls just go whizzing by your face, and it was pretty close quarters. But we'd throw as hard as we could at each other on purpose, and it was really fun.

But there was this time that we got there ... Because we did this for months and months, every week. There was this time we got together, and everyone was just kinda sitting around and talking and stuff, but I really wanted to play. I was trying to get everybody together to play.

And I was like, "Come on guys! Come on! Let's do this together! Here, let's do this! Here, let's do this! Come on! Where's the team? Who's the team captains?"

Like, whatever it is, let's split down the middle. Whatever, I just want to play. You know? And I kept walking around, and I felt like nobody was hearing me. It was really frustrating. I didn't understand why. All of the sudden, this guy, who was really tall ... And we're talking like 6'6', 6'7'. Super tall, big big big guy.

He turns around, and he goes, "All right! Let's just do this!"

It was like he barely said it, and everybody in the huge gym heard it, stood up, and walked over. And I was like, "What on earth just happened?" I was almost mad. So I was like, "I've been trying to get everyone to start for like 15 minutes! Why did this take so long?"

And I was like, "Whatever." I kinda just sat back, and I was like, "I'm gonna just watch." I remember, I really like to observe people, and I really like watching them and observing behavior. You know what I mean? I've always been that way.

So anyway, I sat back and I watched, and this guy, in like a matter of two minutes, organized the whole thing, and we got going. And I said, "How was this guy able to do it that fast and not me?"

I didn't understand it. It was really confusing me. It actually really bothered me...

And I realized that there are some talents and skills that people just uniquely have, that I don't. And that's okay.

And there were things that I was really good at, and I knew he was not good at. It was true for everybody in the gym there. And I was like, "Huh." I remember immediately thinking ... You guys are gonna laugh at this. But I used to walk around and carry a black notebook with me, and a pen. And any time I'd have a business idea, or any time I would have any kind of what I would think was inspiration, or some kind of thing that could bless me financially, or whatever.

I had a notebook, and every time I had one, I would write it down. If it was a stupid idea, if it was a great idea, whatever. I should go find that thing and read you guys some of the ideas, because some of them are pure crap. But that's not the point.

The point is, I was just trying to always be in a state of flow. I was trying to constantly come out and say, "Okay. Here's this cool black notebook, and I'm ready to just have ideas. I'm ready to pursue stuff."

I was always trying to be in this mental state of productivity, and execution, and, "What can I do next?" And looking for opportunity. I did that for a very long time, almost two years. It was cool.

It was almost like it trained my brain, almost, to look for opportunity and see what was good, and see what was bad, and come back to it two weeks later and realize, "Wow, that was a stupid idea. Oh wow, this one might actually have potential."

You know, and look at it from fresh eyes or share it with other people. I didn't hide my ideas. I started sharing with other people. I mean, there was all sorts of ... Tons of ideas. Tons of them. I almost got into condiments once. Tons and tons of stuff.

A lot of you guys will know, I actually was trying to start a diamond company. We found some cool suppliers for that, and custom ring design jewelry.

Really huge stuff...

And a lot of it had to do with that notebook, and a lot of it had to do with me realizing that there was all these skills around me.

When that happened in the gym, we were playing dodge ball with tennis balls, I realized,

"Oh my gosh! That is the secret to everything! I do not have to be the best at everything."

It was such a freeing thing to realize, okay? And that's what Russell was saying in the car, while we were going along.

He told me. He's like, "I don't have to be the best at everything! I don't have to be the best at this. I don't have to be the best." And that's what I was realizing in the gym. That was like seven years ago that I realized that. I remember the distinct thought. I wrote it in that note book. "I do not have to be good at everything. All I need to be good at is orchestrating others' talents. My job is to be the orchestrator."

And that's what I wrote, "I am the orchestrator. I'm the guy standing in front of the band or the choir or whatever. I'm the guy just putting it all together, and that's what I'm gonna be the best in the world at."

I'm gonna be the best in the world at funnel building. I gotta be good at sales. You gotta be good at sales, but then that's kind of it.

You don't even have to be that good at building funnels! You could have someone else do it. Lots of people in Russell's inner circle don't actually ever use ClickFunnels, ever. They have other people build their stuff for them.

The only reason why I wanted to bring this up, and I know it took a while to get there, but hopefully you have this huge "Aha!" with me that I had like seven years ago and revisited today ... Anyway, it just hit me right between the eyes again. If you guys are struggling, and you feel like you are taking forever to actually produce and launch something, my guess is that you think you need to take everything on yourself.

You need to stand out, and you feel like you have to be the best in the world at every little thing...

Best in the world at putting a picture up, at headlines, at copy, at videos, at video editing, at sound editing, at hooking up the emails, at doing the email automation, right? Putting domains up, getting hosting, DNS records. I mean, there is so much that goes into it, all right?

ClickFunnels makes it so freaking easy, way easier than it ever was. But it is still technical, right? And it creates this huge barrier, and lots of people will stand back and go, "Oh my gosh! There's so much to do!"

It's like, "Yeah, but you don't have to do it alone!"

And then some people will be like, "Well, I want to do it alone so I can keep all the profits." I actually understand that. I get that, but ... Shoot, use freelancer.com! I mean, you guys have seen salesfunnelbroker.com, right? Half the images in there I didn't make. I went to freelancer.com and created a contest, and had people who love doing that, and that's what gets them going. They're the ones that did it for me, right?

I built Sales Funnel Broker, but I didn't do all the images. I didn't do all the little pieces here. There's a lot I didn't do. I did make my own podcast intro and outro, because I love that, and I did a lot of sound editing in high school ... Anyway, I'm obsessed with music. I'm super excited to go to concerts this summer. It's gonna be awesome.

Anyways, ADD brain coming back to it. But that's the whole thing I wanted to say, is that we were coming off this three day juice fast, and it was awesome, but this crazy huge epiphany came in, again, like, "Oh man!" There's a few projects that I have been wanting to get done, that I kind of have been thinking ... There are some aspects that I do need to do on my own, because I'm trying to build my own brand. I know a lot of you guys are trying to do that for yourself as well, and that's awesome.

But just know that you do not need to do it all alone!

Like, go find a copy writer. Go find someone who's good at the funnel building if you don't want to do that. Go find someone who's good at the images. Just orchestrate it.

You don't have to have all the pieces, or all the positions filled to start. Just start! Just get it done! Just move! Take ridiculous, massive, imperfect action.

Anyway, super cool. Sorry, I feel like I'm blabbing now. But I just hope that you guys understand, and I've had it shoved into my head again, I hope you guys understand the incredible power that it is to not be tied to every single task in your business.

You will die like that...

I am begging you to only be attached to the tasks that bring revenue into the company. If the task does not bring revenue into the company, do not be in charge of it!

Okay? I still sit down next to ... I did that today. I still sit down next to Russell and I say, "Dude, give me your hardest stuff! Whatever's giving you the most pressure in your life right now, whatever funnel, whatever project, whatever it is that you are not looking forward to doing, you just throw it right at me."

And that's seriously one of the ways I've grown value in ClickFunnels so fast...

I haven't even been on there a year yet! But it's because I made that habit, right? So I knew what tasks I could take on, because I was living on the revenue side of business. I've ranted about this before as well, but it's all tied in to that.

Whatever you do, be the best at it, but then don't worry about all the other stuff...

Hire it out, and try and do things that are only tied to revenue. If you can do that ... And that might mean that you need to go develop a new skill, which is fine. Just make sure you're passionate about it.

Anyway, I'm going and going and going. I'm so sorry. But just wanted to point that that out. It was a really cool experience I had, and I feel a lot more energy in my body, which is probably why I'm ranting the way I am. I feel a lot more energy in my body after actually eating food today. I had a big old omelet. Russell had a big omelet too, and we felt life return to us.

It was good though. Those juice cleanses are awesome. I'll have to do it again sometime.

Anyways, guys, hope you're doing awesome! Super stoked for those of you I'm gonna see soon at the FHAT event. Well, I guess it's not for another six weeks, but it feels like it's coming up fast. Working on the book launch, working on all sorts of stuff. I got another product that I'm personally gonna be launching here, probably ... Well, I mean, we're moving. We're doing a lot of stuff, so it probably won't be for another like six weeks.

But, anyways, guys, talk to you later! Bye!

Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? Go to salesfunnelbroker.com/freefunnels to download your prebuilt sales funnel today!

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It's easier to "duct tape" build your product through repeated mini-launches, than try to make it perfect out of the gate, cause that just doesn't happen...

What's going on everyone? This is Steve Larsen, and you are listening to Sales Funnel Radio.

Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. And now, here's your host, Steve Larsen.

What's going on everyone? Hey, gosh I'm so sorry, I feel like I've been very sparse on my podcasting lately. Gosh, I'm so sorry. But there's a reason for that, and it is because we just bought a house. Super stoked, guys. My wife and I and my family have been living in apartments for five and a half years, our whole marriage.

And guess what enabled us to actually get the down payments and all that stuff, and put a good amount down, and all that stuff.

And have that cash available to do all that stuff?

You're just one funnel away. Right? I mean that's what Russel says all the time, right? But it's so true though.

But I was thinking about how cool it is. I was looking at the process that I have been going through to be able to generate cash needed to both run the business and hire people and pay them, and have enough cash to keep doing all the cool stuff we want to.

Do vacations, pay off debts, get a house, things like that.

And it's so funny, because what would happen is, so when I build a sweet funnel, right, and you guys have heard of that before, it's the MLM funnel I have, it auto-recruits people in to people's downlines. It's really cool. One of a kind. I don't know anyone else who does that. But what I did though, is I created follow-up funnels, basically. And it's kind of cool.

If you guys went to the Funnel Hacking Live presentation, we were trying to figure out what to call this whole category of funnels, after someone's already been brought into your world. Because you're not down with them. You know, you've got this customer that's come in, they're somebody who's come in, and they've agreed to do something with you, right?

Whether it's to download something and get something free, or they've paid, or whatever it is. But you're not done with them.

And so many times I have, you know a lot of people hire me to do different coaching and consulting with them, one hour sessions, half hour sessions, whatever it is. Just had another one last Saturday. It was really fun. But so many times we throw ourselves into architecting these really really awesome front-end funnels.

These sales processes that get people into our world and get them going.

But oftentime, we kind of just leave it there, right? We totally leave it there. There's nothing else that we do. We actually step way, way, back and we go, "Okay, I'm no longer going to do any kind of ... " It's almost like we just totally close the relationship, and 90% of the time I've noticed that that's what happens. So as soon as you get your first funnel built, guys, please, know that there are more things you can do with them.

Who is most likely to buy from you? It's people who've already bought from you. So you've already paid to acquire the customer, you've already got someone there. It's really really easy to just go and offer them something else.

And so the only reason I'm bringing this up is because I had this MLM funnel. It's done quite, quite well, for those of you guys who are certified partners, people like myself, who really like to build funnels, know that you can go, try and sell $10,000 funnels like I do.

You can do all this stuff, or you can just make one really cool funnel and sell a cheap version of it a whole bunch of times, which is another thing that I've done and it's been really really cool.

That single funnel has made alone, just the sales off one location. I sell on multiple locations, so not including the upsales, not including multiple locations, just in one spot, has made like 19 grand. You know in the last six months. And it's been awesome. No ad spend, nothing else.

Then you go put in all the other upsales that people buy with it, right, all the follow-up sequences, all the things that I do with people afterwards. And it really adds up. It's pretty awesome.

And now I got cash flow to go get affiliates for click funnels.

And please, please, please do not think that I'm bragging here, I just wanted you guys to know what's been happening. And why I've been a little bit recluse lately. I've been all over the place. There's been so many things happening. Oh my gosh, I have some crazy stories for you guys, but anyway.

I told you last podcast I knew what this one was going to be about, and it's the fact that we are in a house. And I'm super excited. We're actually moving this weekend. The papers just finished going through today, we got everything all set together, and it's awesome.

It's not a mansion by any means, but it's not tiny either. It's a great sized home, and we're really really excited about it. And it's totally because of funnels. And if you would have, remember, I have a marketing degree. But I don't do any of the things that I learned in my marketing degree.

And I make way more money doing all these other things I've learned on the side through Russel and through click funnels and through DotCom Secrets and tons of other gurus.

I love Jeff Walker's stuff. I love Pat Flynn. Huge fan of tons of guys, and I've studied deeply, drank deeply, from the marketplace. And I told you how I realized, "Oh my gosh, I've gotten to this place, and I'm here at this place, but where I'm trying to go now, what I've learned in the past, is not enough."

And I'm not trying to continue on what I talked about last podcast, but it's just been really neat to be a little bit introspective, and look backwards and go, "Wow, cool." You know?

I wonder if I can pay this house off in like a year. I think I can. And I'm really stoked. That's not my new goal, whatever, you guys know my goal. For 30 grand a month passive income.

And I think one of my plans to get that, I guess I might as well account a little bit here, one of my plans to get the 30 grand a month has dropped off a little bit, but has been replaced by another even cooler one. So I'm just really in the middle of fulfilling and building out the things that I know will get me there.

Now that I've proven it, proven it not only to the market but to myself, and all these other things that I'm going to keep running in the direction. Really excited to do so, but anyway.

Super exciting, and that's what it really is. I mean, if any of you guys follow me on Facebook, or whatever, you've seen my posts that I've put up there. I'm not much of a blogger by hand, you know, but I put up a few, basically blog posts, almost, on Facebook recently.

And I was talking about the incredible struggle and how it's kind of sanctifying. It really is. Not many people are entrepreneurs or business people or in general, whatever it is in life, don't reach their goal because they go through something called the dip.

And this is from Seth Goden, from a book called "The Dip." And he goes through and he starts talking about, anytime you pursue anything, you're going to hit this period right at the gate, where there's a lot of progress, and you're excited, and you're learning, right?

There's a lot of progress quickly off the bat. And it gets you pumped, you know like, "Ah yeah, woo."

And let's say that there's skiing. I'm a huge skier. I really like skiing. I was skiing by the time I was five years old.

My dad was going to be an Olympic skier, and he ended up hurting his knee from jumping off too many cliffs. And he wasn't. But anyways, I was skier, right, and let's say I'm skiing and I'm getting good, right off the bat. Because there's just some abilities you kind of get naturally. And you're like okay, "I can just go down the hill and kind of turn a little bit here and there." And there's excitement.

So what do you do?

You go out and you buy all this stuff. And you go out and you start getting all these things. "I'm going to go get the best poles. I'm going to go get the best skis. I'm going to go get a season pass. Woo, super awesome."

And pretty soon, you get to this point where it's almost a plateau. You're not really progressing anymore. Right? You're not. You don't really progress any farther. All that happens is, you're kind of stagnant.

Your progress in general stops...

And you go through what's called the dip...

Which is this huge next piece of learning curve, but it was harder than the first one. There's not as much excitement. You have to actually like it. And then you get to a point after so much growth, there's another plateau. And then you go through another dip, and another plateau, and another dip, and it's this cycle that you go through.

And Seth said you can easily see and measure the success of a person by the number of dips that they have sustained and gone through. Which is a very very powerful thought, to think of it like that.

So I was thinking about this project. Guys, there's been a lot of people who reach out and they're like, "Why isn't this working? Why's this working?" Do you know that the MLM funnel officially, actually took me eight months to build?

That's crazy. Most people don't know that. I built that product and thought it was complete failure. No one was buying it. No one bought it. I had to relaunch it basically a couple of times. I had to figure out how to sell it.

Because I've talked about the difference, selling is not marketing...

Marketing is not the product...

Products are not the offer...

They're all different. Those are all separate aspects. And I used to think they were all very very similar or almost totally the same thing. Especially with product and offer, I thought that was the same thing. The product is the offer. No, that's not true at all. Well, sales is marketing. Yeah, that's not true at all. You know what I mean?

But it took me forever to get that thing in a position where it could sell. And I would tweak it and then more people would buy it. But then I'd start getting all these questions back and all these things where people were like, "Ah, I wish it could do this, I wish it could do this, I wish it could do this."

That's called duct tape marketing, okay?

I'm throwing all sorts of stuff at you guys right now, just because my mind is racing and I'm super excited about all this cool stuff, but if you've ever heard of, you know like rear view mirrors? In cars. Those used to not be there. But what dealerships started noticing, was as cars would leave the lot, people would literally take a roll of duct tape, and duct tape a mirror onto their windshield, effectively creating a rear view mirror.

And that's where the expression "duct tape marketing" comes from, is these marketers, where they said, "you know, I'm going to stop guessing what people want, and instead, I'm going to just observe what they do with my product after I give it to them. Okay, they're changing this, they're changing this. Okay that's really interesting."

And pretty soon, you no longer have to actually come up with anything on your own...

Does that make sense? When you really get into a place where people love your product, and you've made it the best you can, you actually will be able to watch what people are doing with your product after they buy it. Or when they run into it. Watch reactions, that's what's important. Don't watch your product, don't fall in love with it.

Know that it's imperfect, always...

And you go, "Wow, okay, enough people are asking for this. I must need to create that. I must need to produce it." And I've been doing it to my MLM product, on purpose, ever since I made it. I officially finished that product like two years ago, okay? And then it wasn't only, when I actually figured out how to sell it, like six months ago, that it actually made money.

Then I started making more tweaks and there were follow-up funnels, and that really boosted the income. Right?

And then I went back and I was like, "Okay, now here's the next batch of questions I've been getting collectively over and over again. Okay, now I know what to make." And now I know it's at a place where it's kind of done. And what I'm working on is the next follow-up funnel, it's the next thing in the sequence that pairs with it. So whatever the product it is, think of that.

Get that product in front of people and do duct tape marketing. You know?

Anyway, super powerful concept, guys. And anyway, just super excited. I just thought I'd throw that out there and I'm excited for all the cool things I keep seeing from you guys. I will continue to podcast. Someone asked me if I was done. No, I'm not done at all. But I will continue to podcast and tell you guys some of the cool things that we're doing around here.

But just think of the concept of duct tape marketing and follow-up funnels, and after awhile you guys truly, it's pretty awesome, if you make something that's of real value, the market will always tell you what you need to make. And if you're making nothing, it will tell you what you need to make, because you haven't made anything. Meaning, you'll have no money. Does that make sense?

Just start marking stuff, and whatever sticks, run with it. Know that you're not the one filling your own wallet, so why would you care what you personally are making? You know what I mean? As long as it's not crap, as long as it's not something that could be harmful to others or whatever, it doesn't matter.

You don't have to be passionate about your own product...

I'm not particularly passionate about MLM. But I am about funnels, and I do like MLM. Does that make sense?

And it's not like, I don't wake up every morning going like, "Oh, MLM." You know, but some people are, and that's great.

And my skill, my talent, was able to help that industry and it's a legitimate amazing product. And I mean there's been over like 150 purchases, with no ads, just in the last little bit.

And it's really really exciting to see that...

So when I think about that, know that you don't need to fall in love with your own product, just know you have to solve legitimate problems for people who have money, who are both willing and able.

Next, do duct tape marketing. See how they're doing. See what they're doing with your product afterward, which, number three, helps you come up with your follow-up funnel.

Anyways, that's all I was going to say. Super excited for the house. Getting ready to move in here. I'll get the next podcast out to you guys as soon as I can, it's just been pretty busy, so. There are so many pieces of paperwork to sign when you're buying a house. Oh my gosh.

But anyway. Whole lot of fun, and anyways, guys we have our next FAD event coming up in about two months here and super exciting. Collectively, we've had more people tell us that that was a life-changing event than any other event. Even the Funnel Hacking Live events.

So if you ever get a chance to come out to the FAD event, you totally should.

But anyways guys, I will talk to you later. Bye.

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