If you can figure out these 3 things, then you can make good offers...

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

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

Hey, hope you guys are doing great. It is a fantastic, what is it, Monday night, and it's a little bit late. I am loving the day though, great day, went awesome. Recently, Russel did a webinar and went fantastic. I know that I've mentioned it on here before but the webinar just ... I mean, it was incredible. The whole thing was incredible, really enjoyed every piece of it. It's fun for me to watch, fun for me to go through it and see all those pieces in action. And there's a pattern to ... and I don't know if I ever shared this before, so I thought I would.

There's a pattern to how we create webinars.

And Russel's unique ability is really offer creation, specifically webinars, I'll say that. Kills it with the webinar slides, with the webinar creation, all those pieces. And I am the Secrets Master Class coach, in the Two Comma Club program. And the whole purpose of the program is to help people get $1,000 webinar off the ground, which becomes the core of their business. So there's a place that we always start every time. I don't think I've ever shared this with anybody though, on this podcast anyway.

When peoples webinars aren't converting, one of the biggest things I always notice right off the bat is it's usually that ... okay, if you haven't read the book Expert Secrets, some of this is gonna be techno babble. Okay?

So go read the book Expert Secrets. I don't know why you have not read it. If you haven't, go ... it's seven bucks. I had a buddy once that was ... he was like, "Dude. How come you're not telling me exactly how to do this stuff?" And I was like, "I've told you how. Go get the book. It's free, you just pay for shipping." And he's like, "What? Hey dude, that's totally a scan dude. Are you kidding me?" I was like, "Wait a second. Wait a second. Dude, you're asking me," and this is a buddy I kind of grew up with a little bit, and he's like, "Dude, you're asking me."

Actually, he's a buddy in the army. Anyway, whatever.

I was like, "Dude, you keep asking me over and over again how I'm doing what I'm doing, how I'm able to do what I am doing both financially, both with my time, with all the ... I'm telling you right now, go get the freaking book and read it." And he was like, "Dude, no. It's got to be a scam man. Look at this. This is one of those sites that takes your money."

And I was like, "You're paying for the freaking book. You're telling me you won't gamble seven freaking dollars on trying to figure out what it is I'm doing." He's like, "No. No. No. No." And I was like, "Oh my gosh. Okay." That's kind of my litmus test now. I don't work with anybody who has not read both Expert Secrets and DotCom Secrets. Maybe because there some technobabble and not so foundational.

Anyway, whatever. All right. Anytime someone ... I recently did a coaching session with someone and they're like, "Hey. Could you look at my webinar funnel?" And actually this is a repeated coaching session topic. As the Two Comma Club coach, this is ... so anyways I was looking at the webinar. This is on one of the Friday calls that I do. It's a lot of fun.

And they used to be four hours long, but I cut 'em down to two hours 'cause there's so much recorded content in there for people to go through already. But anyway, the part that people always mess up on ... I was going through four different people's ... I was going through their entire webinar funnel and script live, in front of the whole coaching program. And it was a lot of fun. I really, really enjoyed it, went through it.

And the part that I've always noticed that people mess up on is really like only two or three things. And if you get these two or three things, the rest of the webinar script and funnel is really easy. And you can put it all together, a monkey can put it together. It's really, really simple.

The most challenging aspects of it, right, after you've created a niche, after you've gone and you've created the niche, you've created a new opportunity, and you started to put an offer together. The most challenging thing that people have to figure out, and the place where people mess up the most on is figuring out their three secrets. Steven, what's the three secrets? The three secrets are completely based around false beliefs.

And what people will do ... this is what we tell people to go do, go run an Ask campaign. Right? Figure out what people have got. Don't try and figure out what the market wants. Don't guess it. Go ask 'em. Ask 'em. Figure out exactly what it is that they want or that they're struggling with, and now you know what their false beliefs are, and now you know how to create your three secrets. That's like the spot, those three secrets. The three secrets and the big domino statement and the stack, those are the three different things.

If you don't get your big dom ... If you have no idea what I'm talking about go ... seriously, go get the book. All right? I'm not asking you to buy it through my affiliate link. I'm getting no goodies by saying that to you right now.

It is bar none ... I have a marketing degree, it is more valuable than my entire marketing degree, which took me five years to go through. Anyway, that's ... in all sincerity though, that is a life changing book. If you read DotCom Secrets and Expert Secrets, those two pretty much recap and more all of my degree, far more actually. But anyways, those are the three areas though.

So, the big domino statement is the one where it's kind of like the first, you know, "How to blank without blank!" Right? That's like the headline of the whole webinar. People will mess that up sometimes, or they won't get it quite right, or they'll be too wordy in it, or they will say something that it just doesn't sound true at all. How to lose weight without ... eating cookies only. And I mean, that doesn't sound believable. You know?

So, that's the first place, the how to without statement, the big domino statement, basically the title of the webinar. Right? That's number one, the title of the webinar. Number two is the three secrets.

Those three secrets: internal false beliefs, external false beliefs, and vehicle based false beliefs. Now again, if you have no idea what those things are ... really, really simple way to put your marketing message together and your script in general. And what's cool is that I use that formula. I use the Perfect Webinar script in so many places besides webinars. I've used it in podcasts. Some of you guys don't know that's what I did to you. I've used it in email scripts. I've used it on stage presentations, both when I'm selling and not selling. I've used it ... I mean, I've used it a lot of places.

It is persuasion 101, so don't think of it as the only thing you can do with it is a webinar. And then that third place that really people mess up on is the stack. Now, the stack is your offer. A lot of times people will not realize that they've gotta go and use the Stack Slide. The Stack Slide is the key to creating an offer in any business, any business. Stack Slide, it is the key, the key for the entire webinar, the key to your niche, the key to your new opportunity, the Stack Slide every single time.

Whenever I'm creating anything, I use the Stack Slide. I think through ... what's the main offer? What are the three bonuses that directly address the false beliefs? Right? And what's a tool I can give 'em to help speed up the progress? If I can think through those things, boom, offer creation. Boom. Really, really easy to know that you're gonna win. Right?

And it takes a little while, cause you gotta go run some Ask campaigns and stuff. So, anyways, this has been a little bit more of a techobabbly broadcast, and it already feels weird coming out of my mouth. I'm gonna be totally honest with you right now. I'm giving you freaking straight gold right here, but I haven't packaged it around a story so it's not really being delivered very well. And I know that, and I can feel it while I'm saying it.

I've been doing podcasts long enough now to know that I ... it feels weird coming out. So please just take what I'm trying to say and just ... I wish I had, I should have packaged a story around this a little bit better. But, you know what? Here's one right here.

Now, I didn't realize that I was doing this when I was in college. And I know I keep bringing up stories back in college time, but that really was the birth of me as an entrepreneur as I struggled for four freaking straight years failing after ... I listed it out once a couple of months ago, it's like 17 businesses I failed in before I had the first success. And it was an okay success, and the next one after that was like a huge one.

And then, after that, it's been like bigger and bigger and bigger, and it's been awesome. But there's this product that was selling, and I was selling the product. It was a great product. And there was some up sales with it. There was a problem though. Every person that I was selling this product to, whether or not they bought the up sales, they would message me afterwords and go, "Great product Steven. Oh my gosh, great product. I'm loving it. This is so awesome. One thing though, I feel like the up sale should go with it."

And I was like, "Greedy son of a ... are you kidding me? What? I'm not gonna ... no, it's the up sale. Are you kidding ... no, it should be with, you're supposed to buy that to get it. Are you kidding?" And I was like, "Ah whatever!" And then the next day, someone would ask the same thing. And that request started coming more, and more, and more, and more.

And I was like, "Good grief! Oh my gosh, are you kidding me?" Anyway, I was really, really mad about it. And I was telling my wife, "Man, these bunch of people I'm selling to right now are just really greedy. They want all of it for the price of the initial thing."

And I was like, "And I can't tell if I should do it because the market's asking me to. Is that what that is? Or am I selling to the wrong people and they're willing but not able to buy?"

Where am I there? Where am I there? I might as well test it. So what I did is I took the main offer, the main product, I took the main product and I went and I took the up sale, and I made it a part of the first product. So when you got the product, you got the up sale also for free. Little bit of time goes by. Little time goes by. There's suddenly there's this big spike in my sales, and I was like, "What the heck is going on? Are you kidding me? Okay. Cool, cool, cool. I don't know what the heck, traffic source is the exact same. Why is there more sales coming in?"

And then, shortly after that, all these people started coming to me, and they're like, "Hey Steven, you should put in that second thing. Put in a second thing man. We would love to have that. Put that in. That should be part of it because that's gonna help us do the actual ..." And I was like, "Daw greedy, are you kidding me? That's freaking ... you're supposed to buy that. I already added in the first up sale."  Anyway, I ended up adding in every thing from the funnel into the first product, which made it an offer. That's what made it an offer.

And when I did that, huge spike in sales, and it sustained at that level for a long time, and paid for tons of stuff. It was great. Oh my gosh. It was awesome.

Anyway, long long time. And I learned a lot from that. I learned that inside of every single funnel is a mini Value Ladder that your business overall ... my business overall was ... I had this Value Ladder where I had this free stuff in the front, like mid tiered stuff kind of in the middle, and then high ticket stuff in the back. Yes, my business was that.

However, every funnel was also a mini Value Ladder. And I was like, "Interesting. And it's an offer." And I started putting ... anyway.

Anyway, I hope that that makes sense what I'm trying to say here. But in these webinars, when you're going and you're creating 'em, you gotta understand that the Stack Slide is the key for everything. If you wanna go make a sexy brand new new opportunity, a brand new offer, as a B2B person. Boom. There's a way to do it, Stack Slide. Use that as a template.

Let's say you are in network marketing, or MLM. What do you have as assets out of the gate? Well, if they give you physical products, cool. And we'll fill in the other spots of the Stack Slide. We need a few bonuses. And let's toss in a Master Class on how to use the product. Boom. Stack Slide. Done. That's the new opportunity, new offer going in. No one else has done that, so you're brand new. You just created a niche. You understand what I'm saying?

The Stack Slide is the freaking key for how to create offers and create niches ... to create niches in places where it's all improvement based offers where it's no longer sexy. What's some of the least sexy businesses you can think out there? There's a bunch. But the way to make them sexy again ... you might be thinking Steven I'm in retail, how can I use these funnel things? Stack Slide. Okay? That's how you do it.

Every time I create an offer now, whether it's at ClickFunnels or personally, I start with the Stack Slide. Okay? And what I do to fill it out is a go run an Ask campaign, figure out what the false beliefs are.

That helps me figure out what my bonuses are, bonus one, two, and three. Again, if you don't know what I'm talking about, this is straight techno babble if you've never read Expert Secrets. Go read Expert Secrets. Okay? So I gotta start with the Stack Slide. Then what I do after that is I start thinking through the main thing that people are asking for. That becomes my master class. You know? Or the physical thing, whatever it is.

Then I think through something physical as a tool, or a piece of software, or whatever it is that I can pull on with it. So, I'm putting the main thing with it, like a master class ... or let's say I'm in eCommerce, the physical product.

All right. Now, let's give 'em some kind of tool. So if I'm selling an info product, what kind of tool could I give as an info product? Well, there's a piece of software, maybe there's some pdf guides, maybe some checklists before someone can use their thing fully.

There's all sorts of stuff you could pull, and you don't have to come up with it. The market tells you. And then, there's bonuses one, two, and three that relate to the internal, external, and vehicle related false beliefs. Does that make sense? It's the template for every freaking business, for every single brand new niche that's out there that you are creating.

The way to get into it is through the Stack Slide. And it blows my mind that people have a hard time understanding that. It doesn't matter what business you're in. It doesn't matter what industry you're in. If someones sitting there and they're thinking, "Oh, I don't know if that'll work for my business." If you freaking need customers or leads, it will work for your business. It's how you address the false beliefs of your market with products as the answer, and create a new niche.

While you're doing that, you're also making the niche stronger. So it's harder for people to knock you off. Does that make sense? I'm sorry for how much techno babble ... I feel like I'm on a soap box right now. This has not been a normal episode of mine. But I hope that ... I hope that makes sense, what I'm trying to say here, that the Stack Slide is the key, not just for webinars. Okay? Webinar is just a ... it's a sales script. Right. It's a sales opportunity but what are you actually selling on the webinar? You're selling the Stack Slide. Okay?

So take that Stack Slide, and that becomes the blueprint for how you succeed in whatever business you're doing. I don't care if there's 100 other people competing in the exact same thing. Where you differentiate yourself? Stack Slide.

That's how you do it every single time. Right now, on my ... let me turn around here, my mic's on the other side here. Right now, on my whiteboards in my office right here, my home office, I have Stack Slides all over the place. New offers, new things I'm thinking through. Once you nail that Stack Slide, man, the funnel is easy to build. Steven, how does ClickFunnels build so many funnels so quickly? We start with the Stack Slide, that's how.

That's how we do it. And then we think through like ... cool, okay, here's our offer. Here's our brand new offer. Now let's go find someone else who's done something similar, funnel hack them, add in our offer instead, funnel hack their traffic, figure where it came from. Boom. Ensures our success really quickly. That make sense?

Not that we succeed out the gate every time. Mostly we don't. But on the second tweak usually we do. The second tweak. Tweak, not full readjustment. You know what I'm saying? That's how. So anyway, that's all I'm trying to say. I'm just trying to place emphasis on the Stack Slide. I feel like that's one of the themes that I keep telling people about all the time, it's like Stack Slide, Stack Slide, Stack Slide. If there's one thing you can do to figure out how to make more money in your business, Stack Slide. Stack Slide. Stack Slide. Stack Slide.

I feel like I should ... before Russel knew who I was, I wanted to get his attention on social media. So I told him I was such a huge fan of ClickFunnels that I would staple his logo to my chest in one of his events. That never happened, but I did get a laugh out of him. And he did figure out who I was after that.

But I feel like I should do that with your Stack Slides, like go freaking stapled to your chest. Okay?

And it's all about that. If you wanna be competitive. If you wanna be the guy who's ... the person who's out there keeping everyone else on their toes, rather than you feeling like you're on your toes all the time and barely in business, it's because your offer or your Stack Slide isn't good enough. So go back to it. Get real clear on what it is that you're actually delivering, and that's the whole key to all of it. Anyway, thanks for letting me get on my soap box a little bit. I realize how some of that was a little bit technical, it might have been a little bit more challenging to understand just by hearing it.

But if you seriously have not read Expert Secrets, go read the book. That book is fantastic. Anyway, I'm not just saying that 'cause I work there. I'm surrounded in marketing books right now. That still is easily, now you know, top five ever. Ever, of like any category. So, go read the book.

Then you'll understand what I'm talking about. When it gets to that part about selling, specifically creating new offers with the Stack Slide, really really take your time. Don't try to power through it. Really take your time to try and understand how you do it. And then, create examples of different industries you would create offers in.

Anyway, that's all I got for you guys. I will chat with you later. B'bye.

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

"What made Russell... RUSSELL??" After 18 months of sitting in the same room every day, I'm beginning to understand WHY Russell Brunson is Russell Brunson... maybe?

What’s going on everyone? This is Steve Larsen and you’re listening to Sales Funnel Radio.

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

Hey, hope you're good. Hey, so was it this last week? We were putting on this webinar. It went fantastic. I got to watch Russell in full bore offer creation mode, and it's been fun. I mean I love watching him in that mode as well, and I try and learn like crazy. I'm trying to be a sponge. The things that I learn, I'm trying to pass 'em on to you guys. I'm trying to soak in those things. I'm like, "Oh, my gosh, this guy's like a 14 years of experience of obsessive, obsessive perfectionism and being the absolute best inside the marketing world." Like holy crap, and I'm trying to soak things in.

Well, it's been fun to watch. We put this webinar on, and it was cool to see why, and it was fun to watch why. He went back, and we were looking at the same old offers we had. We were like, "We need to fix some stuff. We could just fix it and re-put it out there," but honestly, it's completely a brand new offer. It's a totally different product.

We went out, and we launched it and it killed it. It went amazing and yet, again, I had another experience where I went back home to my wife, and I said, "Babe, I just watched him make $1,000,000 again." Like holy crap.

Russell and I were sitting back the other day, and it was fun to ... I love getting him in those moments where he starts to reminisce, and he's telling me about ... If you guys never been inside the ClickFunnels office, all across the ceiling, all across the walls towards the ceiling, there are these 2 Comma Club plaques. They're all across the walls. They're all over the place, all over the walls, all over ... in the hallway near where the bathrooms are. Literally, ceiling-to-floor totally covered in 2 Comma Club plaques of people, of the ClickFunnels users who've made a million bucks, and they're constantly coming in another five every week. It's crazy. I mean it's really, really exciting.

It's fun to see. I didn't think I had any kind of aversion towards making money beforehand. I really didn't, but the scope of what I feel like I'm able to accomplish has just been sky-rocketing.

I was sitting back and Russell started reminiscing. He goes, and he was honestly asking me ... "Hey." He's like, "Steven, dude, how many 2 Comma Club plaques do I have out there again?" I was like, "You have like 18." He's like, "Dude, I've been put in the 2 Comma Club 18 times on my own and three of those awards are in the 8-Figure Club." This is besides ClickFunnels, altogether, which makes a lot of money. Besides, ClickFunnels, altogether, right? Russell knows how to make offers. It's fun to go back and watch him create offers.

Repeatedly, one of the phrases, one of the lessons that's been ... I mean it was already burned in my brain. I remember two or three years ago, I was listening to ... It was when I first learned of who Russell Brunson was. I hope you guys ... I'm totally Russell Brunson Fan Boy. If you guys are not okay with that you should probably get off because there's ... anyway.

I hope you don't mind if I share some lessons that I learned from him personally. This is one that's really stuck out to me, and I wanna tell you what I'm doing about it, but anyway, about three years ago, I was listening to one of Russell's earlier podcasts when it was still "Marketing In Your Car." He said in there, and I believe I've brought this up before, but he said in there ... "One of the easiest ways to become successful in something is to get a coach, number one and number two, to be a coach." Right?

The moment you get a coach, you're not held accountable. Number two, the moment you become a coach you start to learn your own tactics better because people are asking you how you do what you do. You may not I honestly know how you're doing what you're doing, so you get a coach, and you be a coach.
That theme has continued to come up over and over and over. I mean all the time it comes up, and it came up again yesterday.

Honestly, weekly that that is the theme. He is constantly looking for the next coach, for the next person, the person that he can go hook into and not only be held accountable from, but who's the next powerhouse he can take his plug and plug into and learn more, whatever it is and supercharge.

I love books. I am surrounded in them right now as I'm recording this podcast. There are books all over the place; stacks of them literally. Not just in bookshelves. There are stacks of books. Books a great, but sometimes when it comes to applicable knowledge that you need in the moment, man, coaches are great. Get a coach. Get a coach. Get a coach. Get a coach. That's been the thing that I've been watching him doing. I mean I'm starting to do myself as well.
There was guy when I got hired on at ClickFunnels, and I was the ... got hired on as the Lead Funnel Builder.

I'm sitting there, and I was already starry eyed. I'm pretty sure I was mute for the first two months 'cause I couldn't believe I was sitting three feet away from Russell Brunson. I was like, "Holy crap, dude. I almost put a poster of you on my wall?" He was like, "Ah, ha-ha." I was like, "I'm not kidding." It's like oh, awkward.

There's a guy though who messaged out to me. He goes, "Dude, do you realize that to be near Russell that often is to become more like him in every way." Trey Lewellen calls me "little Brunson" now.

I'm not patting my own back, but what I've started to notice, I've been there a year and a half now, and I'm like, "Oh, my gosh. That's starting to become true." The ism's; my mannerisms. Even the way I speak, the way I teach, all those pieces are starting to sink deeply into my own behaviors. Behavior is not an easy thing to change in human beings, right? It's not. That takes a long time. There is a huge amount of conscious effort that goes into shifting how you behave, right?

Tons. Oh, especially over the last two or three weeks.

I've begun to ask myself why has Russell become Russell? It's been a very interesting question, and it's kind of been a little bit subconscious; also conscious question, though. I was like, "Why? Why do I really feel Russell has become Russell?" There's a lot of reasons. There's a ton of 'em. The work ethic is through the roof, right? I mean he ... The dude knows how to work, right?

He understands how to be a creator, right? Rather than someone just creating a me-too product. He knows how to create offers. It's so funny. A lot of times we'll go create something. ClickFunnels will go put something out there and within a little while, people will be trying to knock it off with their own versions of it. Russell has not created his expertise by learning how to do that well.

He has created his expertise on learning how to create brand new amazing offers, right? That's huge, but why?

One of the major points I'm trying to get here: why has Russell become Russell? Because I have never seen him where he's not had a coach. I have never seen him where there's not a sense of urgency, which is in part to the fact that someone else is holding him accountable as well, who he has paid money to. That's amazing.

Recently, I would do coaching. I love it. It's a lot of fun. It was actually a buddy. I don't know if you guys know Akbar Sheik. I actually had him on the podcast recently. I hope he doesn't mind me telling this. I respect him like crazy. He is not just an acquaintance. He's a true friend to the core and I really, really appreciate him, but if you think about that. He came, and he's like, "Hey, do you wanna look over something of mine? I'll take one of your coaching spots."

I was like, "Sure, that'd be great."

I was tempted to not charge him, and I was tempted to not charge him because we're close. We're very, very close. You know what I mean? I've done that a lot to family, and I've done a lot of close friends and you know what I've noticed? Every single time is they never do anything afterwards. Ever. It's the saddest. It's heart-wrenching for both; the one being coached and the coach.

Because the coach is really trying to help and so even by the way of self-preservation. Not that I'm emotionally weak or anything, but it sucks to watch that.

I was like, "Dude, I hope you don't mind, but there is a law; some kind of weird unspoken law that if I don't charge somebody they don't do anything. They don't do anything. It's a sad thing to watch happen. It's not fun."

When I first graduated from college, I was so impressed by the book, "DotCom Secrets," I sent 30 of them to friends for free. I just got the books, and I sent 30 of them out. I was like, "This book literally has changed my life. It started my actual business while I was in college. It got me out the door. It got me. It got me everything."

"DotCom Secrets" was the freaking way, man. I mean I was so obsessed already that I plugged the powerhouse that I was already learning to become with the powerhouse of "DotCom Secrets," and it exploded me and made me qualifiable to actually work at a place like ClickFunnels next to Russell. You know what I mean?
It's because I was trying to coach. I was trying to get a coach, and I was trying to be a coach. That was a principal that was always going through, around in my head, but I told my buddy. I was like, "Dude, I feel like I gotta charge you although it's weird for me to do so."

He was like, "Hey, dude, I actually understand that. You charge me full price." I was like, "Okay."

It's amazing what happens when there is a transfer of value back and forth. That's why it's free plus shipping. Does that make sense? Because if it was just free, no one would ever do anything afterwards. There has to be, even though it's usually $7 for the shipping. There has to be some kind of transfer value both ways. It's a give and give relationship, not a give and take one. Does that makes sense?

All of business is, all of customers ... Any business I've ever seen that's worthwhile. It's sustainable for a lot of reasons. It is a give and take. There has to be some kind of transfer of value back and forth between the two, but I'm starting to notice ... Akbar paid me. My buddy paid me. I went and I watched Russell go out and get a new coach again for something different. He is constantly learning.

I started thinking through ... Okay. Just bear with me for a second. I'm trying to figure how to share this. A lot of people have been telling like, "Steven, oh, my gosh, you work in the freaking marketing nucleus of the planet." I was like, "Yeah. I know." Freaking amazing. I mean it's the most cutting-edge stuff, right? Status quo is created in ClickFunnels. That's amazing. Marketing status quo is created in ClickFunnels all the time.

How? He is bathing himself in it and loving it and is so passionate about it and if you can't be passionate about the thing you are to that degree, change the thing. Find the thing. You may not be in the right thing.

He's going around, and he's constantly pushing himself, pushing himself, and I had the thought like how freaky would it be? Would Steve Larsen be Steve Larsen if I had not hooked into that? Interesting. I believe I would, but not with the speed that has happened. If you're frustrated with how slow things might be moving. Maybe they're not going fast enough. I dare you to go get a coach, and I dare you to pay them full price. I dare you to pay a full price. You know what? Overpay 'em a little bit.

There is something weird that happens. Every single time I do any kind of coaching at all, I charge for their benefit. Does that make sense? It's not that I need the money. I'm not dying. You know what I mean? We're doing great, but if I don't charge, the other person doesn't take it serious, and they don't go freaking get off their butt and do what I said, or you know what I mean?

The best people I've ever seen coaching wise - oh, my gosh - they come willingly. They pay beforehand and then they go do the thing immediately. Then they report back to me within like a day. They've already done the thing that I said. Like, "Oh, my gosh, that's way cool." Then they'll come back, and they'll do another session, back and forth and back and forth. That's how it happens.
I think it's the same thing. Sitting around listening to Russell, the way he talks and be like, "Yeah. Yeah. This person was my first mentor."

"Oh, yeah, this person over here was my mentor for a while over here doing this." "Oh, you know what? This guy over here? He was a mentor of mine." He was like, "Holy crap, dude. How many mentors have you had?" I know you've been at if for 14 years, but really in hindsight, 14 years is not that long. You know what I mean?

Compared to all the greats that have been out there and all the guys who have done this. I mean 14 years that's not that long. In 2003, 14 years ago, that's really not that crazy. That's not that crazy. How has a guy who's not even, he's barely past mid-thirties, the way he is? It's 'cause of his coaching. That's my opinion, all right? He's just hooking into people all the time. He doesn't freak out when someone says, "Yeah, you gotta pay in order to be a part of this." He gets it. He knows it, right?

That's why there's hundred thousand dollar groups in Masterminds. Those people get it, but sometimes it takes a mentality break. It takes a shift for people to understand that. Of course, there's an element of status to it, as well, being part of those kinds of groups, but that's not it.

\Every time I watch or I hear the guys that are involved with those groups, every time I see someone whose going ... I mean they all understand you have got to pay to play. Get a coach and be coach. Get a coach and be coach. Get a coach and be good. I feel I should keep saying that over and over and over again. Just burn it in your head.

That one principle. Russell asked me once. He's like, "Dude, what was the thing that got it? What was the thing that clicked in your head?" I was like, "Two things. Number one, I learned how to create offers when I was in college." Not products, offers. Not services, offers. The point is to graduate products and service into an offer, right? You don't sell products. You don't sell services. You don't sell products or ser ... That's not at all what you sell.

You sell offers...

It's very different. It's very different. When I learned how to do that in college. Boom. Massive, massive stride and progress for me. Luckily, I learned that before going to ClickFunnels.
Then I was like and I said the second thing, what I told him was, I was like, "Dude, there was this podcast you gave when I was probably a junior in college and you said 'Get a coach and be a coach.' That changed my life."

'Cause I was trying to be a coach. I was Periscoping and I was Periscoping, I was scared to death. I really don't know all the things I was talking about. I was just trying to talk about different lessons that I was learning in marketing. That was it. I didn't have enough experience so I was just choosing little things here and there. That's what got me publishing and out the door. Then I was trying to get a coach as well. I was just consuming like a beast with the intent to reteach it.

That's very, very key of learning for two. I've talked about that as well on here. Anyway.

I'm blabbering now, but I want you to know that's really been the major thing in my mind why Russell Brunson has become Russell Brunson. For the last 18 months, I have spent every day, work day, in the same room with him. The thing that I watch over and over and over again ... You know what? I bet you listening to this podcast right now, you probably know how to work hard. You probably do. I'm a hard working guy. I do believe in an element of law of attraction.

There's certainly the attractive character. You've probably been attached to this podcast for some reason. Mono e mono. We're seeing each other eye to eye or at least ear to ear. Voice to ear, anyway, right?

Okay, so then what's the difference? His speed of execution is insane. The dude knows how to make offers. He knows how to work. You probably know how to do the same thing, but man, the dude has coaches for everything. He'll have a coach for ... Yeah. Maybe I shouldn't rattle 'em all off, but there's a lot. It's all over the place. There's coaches for everything.

Then I get frustrated when someone's like, "You have a coaching fee to help me with my funnel, Steven?" Freak. Yes. I do. Because you won't do a dang thing unless You pay. You understand? You know what I mean?

Clearly, I get animated about it 'cause I'm like, "Gosh, you don't get it yet. You don't get it yet." Anyway, lot of fun. It was fun. I look up the Akbar like crazy. He's fun to do that with him. All the other people that have done coaching sessions with me, you guys are all awesome, too. I really appreciate it.

If you are looking for one ... You know what that's an announcement for later on, but anyway, guys, I hope that's sinking deep. Hope you're getting what I'm trying to say here. That if you choose to get a coach, it increases your speed in a way that's very hard for me to describe. Especially when you pay, always pay. Otherwise, I have a hard time saying that it's an actual coach.

I see a lot of people sometimes on Facebook go like, "Hey, who wants to get together and do a Mastermind?" It's like, "Oh, that's cool. That's great." But if it's a free Mastermind, I feel like sometimes people have the facade of movement, and they start confusing motion with achievement. It's just moving. They're not really achieving stuff. You know what I mean?

I'm not saying they're not good. I'm not saying you don't learn stuff. You learn great things. It's awesome. It's resources. It's fun stuff. I totally get it. I'm not backing on that at all. I feel like sometimes people try and take the place of a coach with things like free Masterminds on the internet, and I don't think that that takes its place at all. I think it robs it if you're thinking that way.

Anyway, I'm continuing to ramble here, and I'm trying to get faster on my podcast. Sometimes I go a little bit too long, and I know that, but anyway, you guys are awesome. Appreciate it. Go get a coach and be a coach. I'll talk to y'all 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.

Here's how I changed my aversion to charging what I'm actually worth...

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

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

How are you guys doing? I hope you're doing great. I hope the week has been awesome. I'm trying to publish this at least once a week. I'm not going to lie, it's been so busy. There has been times I just have forgotten. There are these other things going on.

Anyways, I apologize. I'm trying to get around as much as I can because there's a lot of cool things going on with really powerful lessons. I keep trying to capture them. I've got a whiteboard. The way I do these episodes, actually is, I've got a big whiteboard behind me. Any time I got a sweet idea or this is really cool lesson or some little nugget or something, I write it down and then I try and figure out some cool way to share with you and talk about it. Anyway, this last week has been awesome.

Actually, my favorite part about working at ClickFunnels, the last two days has been the perfect representation of why I love working at ClickFunnels. It's fast-paced. I'm always building like crazy. I think I've built I don't know how many membership sites in the last little while, huge ones. We're talking hundreds and hundreds of videos, very, very intense at times. A lot of fun though.

They're good intents, but there has been this extra thing going on that every time it pops up, I love to walk away from my computer and just observe. Sometimes I don't even have things to add compared to the brilliant mind of Russell Brunson. Whenever this happens, this very specific thing, which I'm getting to you in a second, I pause everything and I watch really, really closely. It is contagious. It's the funnest thing I've ever experienced every time it happens.

I actually remember the first time it happened. When it first started, I've been at ClickFunnels over a-year-and-a-half now, I think, which has been awesome. It's something special to watch. I think if we all got better at doing this, in fact, I know it's one of the major pieces of Two Comma Club coaching.

It's one of the major pieces of the Secrets Masterclass. It's one of the major pieces of every other successful person I've ever seen out there, especially online. It is offer creation. I love watching Russell come up with sweet offers. It is the coolest thing I've ever seen. I've watched it a ton of times. I participated in it a ton of times. I've held brainstorm a ton of times, but every time it comes up, it is so ... I can't even describe the acceleration as we start to come up with new things. I'm not going to tell you what it is, but oh my gosh, it's so cool.

One of my favorite parts of being an entrepreneur is the fact that you are creating something that has never existed before. You think about that. That's powerful. That's legacy right there. Most people are trying to figure out like, "What's your legacy? What's your legacy?" Well, for an entrepreneur, you get to experience your legacy over and over again as you create offers in a different way, but it's true when you think about it. It's awesome. It's fantastic. There's a guy who reached out to me. He reached out to me just a little while ago and he said, "I'm just a builder."

He said something like that. I was like, "Hey, how's it going?" Basically, I don't even remember the scenario. I actually don't remember the person. I just remember what he said. It was that he was writing back. He was basically saying like, "Look, I'm not worth anything. I'm just a builder. I just build funnels." That's what his mentality was as he was saying his thing towards me. I was like, "Just a builder. Holy crap, dude, no wonder no one wants to give you money. If that's your attitude about your own craft, first of all, no one is going to want to get ... if you're not excited about it on your own, don't expect others to be."

Anyway, one of my favorite movies is the movie, Hot Rod. I know it's cheesy but oh my gosh, I love that movie. It's so funny. I totally have a clip here. It reminds me of ...

Video Clip: "I use to be legit. In fact, I was too legit. I was too legit to quit, but now, I'm not legit. I'm unlegit. For that reason, I must quit."

Steve Larsen: I love that. I think it's so funny, but that's how I feel about it. People come out and they say it like, "I just do this. I just do that." No one cares about your thing more than you do. If you don't care about it that much, no one is going to care about what you do. You got to really care a lot for people who actually started caring like you do.

Anyway, you're the sole driver of your thing. You better be freaking excited about it. Otherwise, you're probably in the wrong thing if you really can't get pumped about it. No one cares about your stuff like you do.

There was a whole bunch of things I wanted to say to him, which I felt like I could not convey in writing right there.  I just get so many messages now. It's overwhelming. I don't often reply. It's not because I'm trying to be rude. It's out of self-preservation because I want to build other things in my life too and have a life in a day and get my tasks done and things like that. Please don't get offended if I don't respond sometimes.

Anyway, there was this thing I wanted to reach through the computer and shake this guy and slap him and be like, "Dude, first of all shut up. Don't ever tell me who is also a builder that you are just funnel builder. You have the coolest opportunity on the face of the planet and the fastest pace, most explosive industry that's out there, and you're telling me, 'I'm just a builder.' Shut up."

I don't want to hear that. You have the best tools that are out there. ClickFunnels, in my mind, bar none and second to none, there is no greater tool that's out there.

Some of the best training. I have a marketing degree and I don't use any of it compared to even reading a book like just even one book, DotCom Secrets.

Let alone, add in Expert Secrets or even any other marketing that's, really, out there. You have the best tools, the fastest-paced industry, lots of money in it, lots of money to be made in it, places that reconnects and you change people's lives and you're telling me that you're mopey, wake up. You know what I mean?

That's how I felt. I wanted to reach to the computer and be like, "Holy crap man, shut up." You got to change the mentality, first of all. You cannot just look at your thing, "Oh, I'm just a chiropractor. I'm just an eCommerce guy. I'm just retail."

Whatever it is, if that's your mentality, no one freaking cares.

I believe that he's wrong, first of all, for thinking that. Like, "I'm just a builder." His mentality, already, is off. He's not going to be successful with that. You're not going to develop an attractive character. That's for sure. Actually, you'll probably develop one just because, but it's going to be the wrong one. The kind of attracts character that attracts other people who are also like that. That's how I feel. (2) I could tell, there was other things he said and I could tell by what he was saying that he was misunderstanding what he sells.

Actually, I get the feeling that a lot of people struggle with this.

It's very distinctly different way to think about what you're actually selling, but it really, really helps to think about it and understand. Actually, in my mind, it helps clarify your whole mission as an entrepreneur. It clarifies all the tasks and all the roles, the roles that you're fulfilling and the roles that you're signing out and hiring out whether VAs or whatever.

Anyway, if you can figure out and understand that you're not in a business ... Let's say that you make cakes. I don't know why I'm saying that. It's late. You guys check out the late night munch season, whatever. Let's say you make cakes. You make great cakes. My wife loves that show, Cake Boss. Let's say that you make cakes and you go, "I just make cakes."

No one cares about you anyway, now that you've said that, you don't even have your own confidence to own the thing that you do. No one is going to follow you anyway.

You got to refix that attitude;  though, you're wrong. You actually don't just make cakes. You're not in the business of making cakes. Your business is not your oven. Your business is not your mixing bowls. Your business is not the spoons and spatulas or even the ingredients. Your business exists because there are systems in place that sell the cakes. You're not in the business to make cakes, you're in the business to sell cakes. It's hard for people who are entrepreneurs, sometimes, to grasp that and think that and be like, "No, I'm a chiropractor. I adjust backs." No.

No, you don't. You sell fixed backs. You just happen to know how to do it. Does that make sense?

This is a huge distinction. I know a lot of you guys who listen to this probably know that. You've already got that down and you're like, "Cool, I got that. Check. Move on. Got it." I really hope that it's sinking deeply when you start to do that. My business as a funnel builder, before I ever met Russell, took off when I made an attempt at trying to sell funnels.

I just happen to know how to build them. Does that make sense? I was not in the business of the thing. I'm in the business of selling the thing. When that distinction happens, often time, when I find out that a lot of people have a hard time charging money for whatever it is they're building or charging money for their product or their service or whatever it is, a lot of times, it's because I think that they're stuck in the mentality of the first, which is that they're stuck in the mentality that they make cakes. It's like, "No. No. No, you don't. You just happen to know how to do it. You're actually in the business of selling the cakes."

When you break that mentality, in my experience, there's really two rules behind it; (1) Break that mentality and know that you're in the business of selling the cakes, (2) have you ever bought a cake? Let's just, for this example, keep going with that one. If you've ever bought a cake, you can charge for a cake. We were just talking about this the other day or two, actually.

However much money you've got your products selling for, I bet you could raise your prices, and your customers are not going to bat an eye, whatever. Yeah, prices go up, but we get too afraid to do it. A lot of times, what ends up happening is, we start to say, "Well, you know what, I've never paid $3,000 for a coaching package, so how could I ever charge that?" You know what, you're right.

There might be this level of business karma or whatever that says, "You can't charge for something unless you've bought it at that price point yourself." You know what, you might be right. That might be, actually, legit. If you want to get over that, go freaking buy a $3,000 coaching program. Congratulations, you now have the right to sell a $3,000 coaching program. Does that make sense? My whole goal with this episode is that, I wanted people to be able to go through ... I'm trying to show in some logical ways, I should've thrown more stories out there, shown to be more markety with it and showing a little few more things of this, but you're not in the business of your thing. You're in the business of selling your thing. That lets you charge more money. This whole thing is about dollar.
I can actually charge more money.  Understand you're not the business of the thing. You're in the business of selling the thing.

That's the first way. By understanding that, I found that more people have this mental leeway to be like, "Oh, yeah." Because in other ways, they go, "Well, I knew how much it cost to make the cake, and it only cost me $4. How can I charge $40?" It's like, "Shut up. That's the wrong persona you need to be talking to. You got to be talking to the other side of you." How do I sell the thing? When you start looking at the sales side, it's like, "Okay, well, how much can I charge for it and get away with it?"

That's a little bit more of the mentality, I hope, that people are gaining. Not that you're trying to take people for their money or whatever, but man, freaking charge for your stuff. The second thing, if you want to charge more money is that you got to break through those price barriers by you buying products of that price barrier also.

If you're trying to charge $10,000 for a program, some people are fine with that.

Like, "You know what, I've never bought a $10,000 thing but I got no problem charging for one." Other people are like, "Oh my gosh, I would never charge $10,000." Well, it's because you've never bought something for $10,000. You can't think about that amount of value because it's unfathomable. Like, "$10,000? Oh my gosh, what?" It becomes this mystical thing. "$10,000?" Like, no, don't treat money that way. It's just a tool. It's not this mystical thing. "What? $10,000 is so much money."

Not really. Break the mentality. It's not that much money. You know what I mean?

I hope this makes sense. I hope this episode makes sense. This is, honestly, a scattered brain episode. I just wanted to turn the recorder on and just start because this has been on my mind. If I watch more and more and more, it's like, "Holy crap. You're not selling a thing. You're in the business of seeling a thing." If you're having a hard time charging a high ticket price for something, you've got to go buy something that's high ticket and give yourself that mental permission to move forward, that business karma permission to move forward and be able to charge that price.

I think I mentioned this before about Frank Kern taught that, "If you want to make more money, there's really three things you can do to just double your business really, really quickly."

He says, "Charge more." Just charge more. Just even by 10%. Just charge more. You'll be shocked at how much people don't whine and don't complain and don't care.

Charge more money...

Have somebody calling every one of your customers in the back-end and selling your high ticket packages. Have somebody, a sales guy. They don't even need to know what it is you really do. Have someone, "Hey, I saw you bought this thing. I hope you really enjoy it. We just wanted to call and just offer you this $5,000 package where Steve Larsen goes through this thing with you and yada, yada, yada."

It doesn't take many of those to really double a business.

I don't know what your price points are or whatever they are, but whatever it is, whatever your price points are, whatever your high ticket stuff is, have somebody in the back-end who's actually calling all of those people who bought from you in the past and ask them to spend more money.

Charge more money...

Have someone follow up for high ticket sales in the back.

You've got to find a way to not just sell online alone. We've done a lot of cool studies and we found out that the people who make the most money are the people who have both online and offline elements to their funnels. Online and offline elements to their funnels. Sales funnels, putting an opt-in page, to a squeeze page, to an order form, to an up-sell, to a down-sell, that's a funnel but they existed before the web, in general.

A sales funnel is, any time anything is sold, whether or not you decided to make a funnel, you made a funnel. If money was exchanged, they walked through some funnel and most people don't purposefully think about what that funnel is. It's what ClickFunnels is. It's a way for people to actually think through and become methodical on how to actually sell their stuff.

Anyway, this whole episode is all about ... I just want you to know a few more of like, my mentality is, I look at money and how to charge stuff and why I feel like I can charge high ticket and why I feel like I can. Some of it is just out of self-preservation now where it's like, I literally cannot get to every person. I have to be able to have some filter.

It's going to be a higher ticket price point. You'll get to that spot if you're not already. Anyway, a lot of you guys who listen to this podcast are. Anyway, that's pretty much it.

You got in the business of selling a thing. You know what, business is the thing and business is selling the thing.

If you're having a hard time charging for high ticket stuff, go buy something high ticket. That third part are the three part things with Frank Kern, but  just raise your prices;  have someone charging or going and following up and actually trying to close high ticket deals in the back, and then figure out some more offline elements to your funnel if you're strictly online. Meaning, you might send them a post card. Meaning, you might send them some package. Maybe do a welcome package. Whatever it is, strictly digital or strictly just in a traditional funnel as we know it now can actually be a little bit damaging, not damaging but you actually could make quite of it more by putting some offline elements in there. That's what we found. Anyway, that's pretty much it, guys.

There's a lot of tips and more mentality ways, I guess, to charge more money. That's the whole purpose of this episode, but as I was watching today, the last two days, as we've been going through a lot of offers and offer structure and different brainstorming and different product creation, really, it's been so fun to watch just a ridiculous amount of value that Russell has a habit of giving. It's easy for him to charge high ticket stuff because he gives way more than he charges for. Obviously, that's another strategy as well.

There's tons of things you can do, but it's been fun to watch that process again and fun to be a part of that process again and see, "Oh my gosh. Yeah, we could do this. We could throw this in. We could do this." We start thinking about those crazy things. "We could toss this in and this in and this in." Half of it was crazy stuff that we have no idea how to fulfill on or whatever, and then we go back to remove the crazy stuff and you're left with an amazing offer that you can charge high ticket for.

Anyway, I'm ranting now. It's getting late, but anyways, I hope you guys are doing great. Go rate your prices. Don't be afraid to charge for what it is that you do. Even if you're collecting leads and you could still apply this same principles, eventually, to business, eventually, there's going to be a place where they give you money. Go to those places and apply these same principles there. Anyways, guys, you're awesome.

Hope you're all doing great. I'll talk to you later. Bye.

Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free?

Go to salesfunnelbroker.com/freefunnels to download your prebuild sales funnel today.

"When Does The Hustle Actually Suck?"...

Just do it. Make your dreams come true, so just do it.

That's right.

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, what's going on guys. Hey, that was my little three year old. She obsessed with that Shia LaBeouf thing where he's like, "Just do it. Make your dreams come true, so just ..." She's like quoting it. She's walking around and she says it all the time. It's adorable. It's hilarious.

There's this part of me that's like, "Oh my gosh. I'm so excited." I've never had any success without becoming a monomaniac about something. Just really obsessing, being all about massive volume in whatever the thing that I'm going for whether it's a physical goal, financial, personal development, spiritual, anything. Monomaniac, these sprints of like really high intensity focus is how I've done what I've done.

When I see my little girl do that, I'm like, "Yay, she's got," but then there's other side of it. There's this other side of the coin that I don't think is talked about as much. Gary V who's at the Viral Video Launch a little bit ago, and he talked about ... He's on stage for a solid two hours it seemed like. He did a great job obviously. It's Gary V, but someone asked him ... I don't remember exactly what they said, but the question had to do with some kind of life balance. That's a question a lot of people ask. It's a good question to be asking for sure.

I do get a little surprised at how many people ask it. I guess how frequently it gets asked. I remember Gary V said like, "Look."

Something to the effect of, "You don't want to wake you when you're 37 years old and find out that what you've been doing the last 15 years you hate. You've built something that you don't want to be a part of or you've built something that literally sucks so much of your time in your life away that you really don't have time to live outside of your business."

It's been kind of an interesting experience going back and forth on that. I mean I've worked my butt off for the last five years. I mean specifically over the last five years. Really it's been like eight, but really the last five years has been just high pressure sprinting, very, very, very little rest.

Just go, go, go, go, go, go, go. I get that a lot from my dad. My dad was an extremely successful businessman. He's actually a software architect. He was an executive at IBM. He took on huge roles over at American Express. He was all over the place and set a lot of industry standards for the software world. My dad's the man.

I learned how to work because of him and specifically because of yard work and the way he interacted with me on that. You know what I'm talking about. I talk a lot about that in the early episodes of this show. Anyway, it was a little bit ago. I've been working like crazy, just doing tons of stuff. Working, working, working. One morning I was leaving and I was like, "Hey guys, I'm going to go to work."

My little girls had just asked like, "Hey." They're saying, "Are we going to go to the park?" I was like, "No, I got to go to work." My little two year old like sucked to my leg and was looking up at me with like the biggest saddest puppy dog eyes I've ever seen. I was like oh crap. It kind of rips your heart out a little. Gosh, dang it, am I doing this for the right reasons or is it my own?

I don't know. I'm really aggressive. I'm extremely ambitious obviously. Chances are if you're listening to this podcast, you are also. I mean usually podcast listeners are go getters. Anyway, the whole point of this podcast, I've had a lot of things in my mind lately for how I want to make sure that I'm crafting my life.

I recently have had the experience ... I'm not sure if you guys read the book "The ONE Thing" by Gary Keller. "The ONE Thing" by Gary Keller. Fascinating book. I looked at that book like many entrepreneurs and said, "Oh yeah, but everyone else has to do just one thing. I could do like 15."

I haven't really taken it that seriously. There's been a few experiences over the last two weeks though where I've been going through it. I've actually had the chance to get to know Don Hobbs who runs the Gary Keller "ONE Thing" events. He's been coaching me through a lot of this kind of stuff. He's been teaching me like, "Steven, man, what's your one thing? What's the thing out in the future?" I'm like gosh, I don't know.

I almost got offended by it at first. I was like, "I don't know." When I was running the two mile race in the army, right, the two mile. You go in as fast as you can for two miles. I never did it by looking at the finish line.

I always did it by looking three steps ahead of me. That's how I've lived my life where I just keep heads down and I just sprint and I just go towards stuff. Build the funnel. Get the thing done. Boom, boom, boom, boom, boom and just go, go, go, go, go. It's good because you got a crap load of stuff done. Stuff that takes other people way too long. They think about stuff too much rather than just act and get something out there and fix it as its falling. You know what I mean?

Anyway, and he's asking like, "Hey, what's your one thing? What's your one thing?" I was like, "I don't know. I don't know. I don't honestly know what my some day goals, what my one thing goal is." My thing's way out in the future. Whenever people say like, "Where do you think you'll be in 10 years," I'm like I have no idea. I have no idea. I mean that's what I said to him when he and I were chatting. It almost got a little bit heated. He was like, "You got to know what your thing is." I'm like, "I don't know what my thing is." I'm really good at short-term sprints, getting a ton of awesome stuff done that rocks. I told him. I was like, "Look, I've lived my life this way for especially the last five years."

Actually probably most of my life. I don't plan more than six months in advance because it's guessing. That's what I've always felt. My whole mentality towards that has started shifting and changing. I've started thinking through like okay, what is it that I really want? I know how to hustle. I know how to crush it, but when my little girls are running up to me and saying like, "Look dad, take me to the park," it starts to tug on the heart strings a little bit. It's easier to charge high ticket for my time when you start having those kind of life events happen to you like, "Hey, here's a kid. Hey," whatever.

You kind of check yourself just a little bit. I've been kind of going through that lately and thinking through a little bit more ...

I don't know. I think that living a balanced life is a façade. I still do. A lot of people ask me this type of question, which is the only reason why I'm bringing it up on this podcast. I get this question frequently. How do you balance everything? I was like well, I don't. I don't try to. I've never found success by being balanced. Are you kidding me?

An Olympian is an Olympian because they train their freaking butt off and that's all they do for decades. You know what I mean? I don't try to live a balanced life. I don't try to. I work hard. I don't sleep that much.

I had this screeching realization though about two weeks ago and I've been trying to figure how to say this on the podcast.

I had this screeching realization like why, you know. The ability to work this freaking hard is amazing. I love it. I learned it from my dad. I love working where I do. Emotionally scratches a lot of itches. You know what I mean? It's amazing. I guess that'd be a question that I post back to everyone who's listening. I'm just trying to pass it. I don't totally know the answer yet. I'm still trying to figure that out and I actually feel like that answer will be something that's discovered. It's like a discovered answer mixed with intention.

You'd all find it. I'm not exactly sure what that 10 year goal is, the 20 year goal is. Look, I have no idea. The thing that I know that I do want to do is keep teaching people how to make money.

I'm very, very interested in philanthropy. I really, really want to go do a lot of third world stuff. I look at money as a tool. It's a means to an end. I don't totally know what that end is though. I just kind of have an idea of what those things are. It was these going through more of Gary Keller's "ONE Thing" book, talking to Don Hobbs, Russell, talking to I guess like Dave Woodward.

It's been very eye opening to be like okay, short-term for these things, but like make sure it's actually affecting the one thing you're trying to go for. I've never really been that huge into planning whatever. I lived the last five years of my life going, "You know what? I want to go for that."

Then I'd get it because that's who I am and what I do. I take my target and I destroy it.

That's my whole mentality...

That's my internal persona is is whatever the obstacle is, I'm going to crush it. I'm going to go to the left of it. I can go to the right of it. I'll go above it or below it or I can blow the crap straight through it. That's my warrior mentality. That's like get out of my way. This is who I am and what I do. Don't try and stop me.

My being is built on movement. When I'm forced to sit still for too long, I feel like I'm kind of like entering hell a little bit. I don't mean just like sitting, but like if I feel like there's a lack of movement, it really messes with my head. It really messes with my being in general.

I'm real good at those sprints. I'm real good at those. I'm not trying to just focus on me with this episode today. I hope that you understand the why. Like what is it that you're actually pushing for?

Money's great...

Not going to take it with you. What's the impact? Obviously the impact that you can have is greatly increased by the amount of money you do have, which is how I look at all this game. I want to learn it to make a lot of money for the means ... There's a means to an end, which is I really, really want to do a lot of philanthropy stuff. I don't totally know what that is.

I know that I'll figure it out when I get there and that's kind of how I've lived my life, but I do want to have a little bit more long-term direction and I hope that you're doing the same. If you haven't read that book, I seriously recommend it. It has been an interesting exercise.

What's been funny, it's been hard to actually answer the questions. Anyway, I always get kind of frustrated when people were like ... I actually think I did an episode about this a while ago. It was like, "How do you balance everything?" It was like, "I really don't think that there's such a thing as balanced." Balanced compared to what? Who is it? It was Dan Sullivan. I think it's Dan Sullivan.

He talked about like if you want to feel really bad about yourself, make sure you compare yourself to some ideals because you'll never reach them. They're a façade. They're undefinable, right? If you compare yourself in I don't know what you're trying to do, compare it to pop culture, that would suck because pop culture changes momently, right?

Every hour there's a new thing, there's a new style, a new fad, a new this, a new that. If you want to feel really crappy about yourself, compare yourself to an ideal, right? That's been part of my fear is I don't know want to compare myself to some idealistic thing that's out there.

That's been my fear with setting a one thing goal, but I'm realizing it's a false belief of my own, right?

What Dan Sullivan says is, "Look, rather than gaining your sense of self-worth by comparing yourself to an ideal," he says, "Compare yourself to where you've been. Compare you to you, rather than you to some ideal because ideals change and you'll never actually reach it because they change.

It's undefinable." He was like, "Look back and figure out where it is that you've been and where you're going." Anyway, it's kind of interesting. You got on one side a guy like Tim Ferriss, right? Tim Ferriss boasts a 4-Hour Workweek, which I'm sure he's so popular now I bet that's not true anymore.

For that business though maybe it is, that business that book is about. The 4-Hour Workweek. 4-Hour Workweek, right?

He sat back and he said, "What's the one thing I can do that when I do that, it makes all the other tasks irrelevant?" Right? That's how he approached it.

That's one side of the spectrum. The other side of the spectrum is like Gary V style where it's like sprint, go, go, go, go, go, roar. It's like oh my gosh. Hustle. Hustle until you bleed. Hustle until you get ... Honestly, I appreciate the hustle. I can do the hustle, but the hustle sucks. The hustle is not a sustainable strategy. Right? I believe the need of hustle especially when you're building your business for the first time, you're building funnels in the valley lighter, you're trying to figure out what offers convert. Man, you better be hustling, man.

That is life changing. That is the potential for generational wealth. You better be hustling towards that. That's my mentality. It's like, "Man, you don't like what you're doing in life? Then freaking do something about it and you run at it. You sprint at it." Don't try and save a little for later in case you got to run back. Give it all in the sprint. It's the only way I've ever found that actually gets stuff out and built and done. I'm good at that. I'm very good at that.

That's the thing. Then there's this other romantic side by Tim Ferriss. He was like 4-Hour Workweek compared to Gary V, sprint until you bleed. Hustle, hustle, hustle. You're crap until you're running at all times. Hustle and then the taxi.

Anyway, it's like very different schools of thought going towards hopefully the same outcome that I'm seeing all these other guys go for. It's interesting to watch how people take the path towards whatever they're going for, where it's Gary Keller's "ONE Thing."

Just one thing...

If it doesn't have anything to do with the main event that you're going for or the main goal, don't even attempt it. Other people are like, "Just do it all. Sprint you all. Something will stick on the wall. Go, go, go." I don't have the answer.

I'm not trying to tell you guys what the answer is, but for me right now what I'm trying to figure out is okay, if I can't define a 10 year old, can I define a five year? What is that?

Are the things that I'm building and what I'm putting, is it in supporting of that? The hustle is great and I believe there's a time and season for everyone of those schools of thought. I believe that there is the 4-Hour Workweek style when you figure out the new opportunity and the charismatic leader.

You figured out the cost. When you figure those things out, in my mind it does become a little bit more 4-Hour Workweek-ish. Not that you can take the back seat or actually work four hours, but like it's all about creating the systems and putting people in place and be able to step back and step out. I get that. I think there's a time and a season for that.

I also think there's a time and a season for the hustle...

I remember sleeping literally three, four, five hours a night literally just about every single day of my entire college experience because I was studying marketing and launching businesses and trying to be successful. I was hustling my face off. I worked so hard and then I go to marketing classes and people are like, "Well, we know what you're talking about."

I'll be like, "Man, you guys have not a clue." What we're learning right here is 15 years old. You know what I mean? Anyway, I love the hustle and sometimes we can romanticize the hustle. Sometimes I see too many posts on Facebook of people saying, "I'm doing my 3:00 AM. I haven't slept tonight. I haven't slept great," but you're going to sleep the next 24 hours because you're going to be dead and totally rocked.

You know what I mean? Whenever I see somebody say, "Oh my gosh. Yeah, I worked a straight 46 hours," there are very specific times and seasons where that is needed, but I actually don't think it's something to brag about. In my mind it means that you might be doing something wrong.

Maybe you didn't delegate it properly or you did bad on your launch calendar and you didn't plan appropriately. You know what I mean? Whenever like, "Yeah, I've been hustling doing X, Y and Z," like okay, because of what? Is it because of you truly have that many things to get that or is it because you're trying to be busy because you're confusing that with achievement? Activity with achievements, the same thing.

I always laugh. I think they're tagging me in the post. I can't remember. Regardless, I saw several in a row of people bragging about how they had not slept in a very, very long time. Read the book "Rework." The book "Rework" talks about that very principle. It's dumb. You can't be creative when you're tired. That your part of your brain starts to shut down.

It's like the most high maintenance part of your head...

You're not going to be creative. You're not going to come up with a new opportunity. You're not going to come up with new copy. You're not going to be a very good analytical traffic driver if you're reading stats. You know what I mean? If you're tired, it rocks your world. I still only sleep five, six hours in a night.

Usually it's five, but man, it's taking a while for me to ... Anyway, all I'm trying to say is figure out if you're actually in love with the hustle or are you using hustle to get the end goal. There's a very important distinction.

My hope is that you don't fall so in love with the hustle that you just keep doing it because you don't know what else to do. It's what Tim Ferriss talks about in The 4-Hour Workweek. He's like, "Look, most of us work because we don't know what to do besides work." I love work and work is a sanctifying aspect to it. There's so much personal development that comes from it, but man, it is not about straight hustle. The hustle sucks sometimes. It sucks a lot of times.

Truly for the first time in like four ... I mean five years.

For the first time in five years, I have been asking the question, so what? What is it for? How come I'm doing this? What's the farther end goal? What's the reason that I want to push forward on this? I'm not going to lie. That question has freaked me out because ... Actually Alex Charfen talks about this in the Entrepreneurial Personality Type.

If you guys don't know him, go check out Alex Charfen. He is fantastic. He helps me learn more about myself than I know about myself and why I act the way I do and why I can do these hustle periods. He talks about these very things.

Like, "Look, if someone asks an entrepreneur what their five year goal is, their brains explode because they have no idea how to even think that far ahead.

There's so much stuff that they've got going on." That's how I feel. I don't know what the answer is. It's literally like those old TV sets when the channel isn't on. It's like ssh. Do you know what I mean? There's this blank channel. I have no idea.

Five years from now, 10 years from now, no idea. That can be a little bit freaky. I'm trying to get more clarity on what that actually is and I'm challenging you to do the same and to take it serious and to know what the end game is. Are you falling in love with the hustle? That's basically the whole point of the whole episode I was trying to make with this whole thing. Is it like oh gosh, you got to have ... If you want to be really successful and stuff, increase your volume in that activity.

You will be successful. Have huge ridiculous unbalanced volume in whatever you're trying to be really good at or make money at or whatever it is and you'll be successful. That's like the formula. Just obsess. They'll do well. Obsess, but know that it is a means to an end.

The way you stay relevant, go back to these little tiny obsessing moments. It's kind of like the way I learn now has changed dramatically. The way I learn, I actually have not read a full book in quite some time. Years actually. The reason why is because I realized that I was distracting myself with the activity of reading books rather than applying what the books were saying. Right?

I realized that I needed to change my learning style and I needed to start doing these little more mini learning sessions.

When I first started, it was like this big gulp. Just taking in everything I can. I was reading all these courses, taking all these things in. Then eventually I needed to change my strategy because I was just not launching anything.

I was way too distracted. It's the same thing with your goals and what you're actually going for. I think at the beginning it may not matter as much what that long-term goal is, but I'm starting to ... I'm really, really starting to ask the question, okay, what is the long-term goal? Does this activity have to do with that? Is it sustainable?

Is there a reason I should be doing this or should someone else be doing it for me at a hire out? Those are all the kind of questions and I can feel that I'm in a transitionary period. It's important to be self-aware of where you are in that process. I'm not telling you not to hustle.

Gosh, I'm going to hustle as long as I can. I also know now it's a means to an end, rather than this glorification thing, like this badge of honor. "I haven't slept in 47 hours." Well, then you've got a problem. There's another problem set you're not addressing and because of that, the side effect is happening. Take a step back. Figure out that problem set. What's going on? How come you can't? Anyway, that's all I got for you guys.

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

Live listener Q&A about how I keep my "state" in the right place to build quickly...

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

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

Hey, guys, got a cool episode here today. I get asked this question shockingly ... I expect this question to come along, but not with how often it's asked.

Anyway, this is gonna be a cool segment. I'm gonna pull in a question that I got from Gerim Atkinson. I appreciate the question, man.

I get a lot of questions from you guys and if you guys want to ask a question to me just go to salesfunnelradio.com. If you scroll down, there's gonna be a green button on the bottom right.

You can ask any question. It will voice record straight off your browser directly to me and then I can toss it in. Anyways, here's the question from Gerim.

Gerim:

Hey, Steve, Gerim Atkinson here. First, I just wanted to tell you thank you so much for your awesome podcast. I love all the content that you cover here. I love the super high level stuff. Then, I also really love when you get in the weeds; the tactical podcasts where you're talking about different techniques that you found have been successful in building funnels so really appreciate all the value you bake into here, as well as, the different funnels you built out.

Just appreciate all you do so super huge thanks for that.

The question I had for you was as you're getting into the zone to build out funnels and pulling from what Tony Robbins often talks about of getting into state. I would love to hear what you personally do to get into state to build funnels. Like what anything looks like for that process.

Are there things you do beforehand to get you focused and concentrated to sit down and work as you're building away? Are there foods that you found are really good for you to help keep up energy levels and keep you focused? Music? Headphones? Anyway, I would just love to hear what that process looks like for you that allows you to be zoned in on your game of building funnels and chasing after what you're working on.

Anyway, thanks again, and I hope you handle my question. Thanks.

Steve:

Hey, Gerim. Hey, man, thanks so much. Appreciate that. Hope you're doing well personally, as well, my friend. Hey, great question. I honestly get that ... I've always been shocked at how many people ask that. Not so much ... I always expected that I would get that question quite a bit, but not how ma' ... A lot of people ask me that. What's the ... In fact, a lot of people at the PHAT event that we did asked that question. That was one of the biggest ones. What's the state you have to be in? What's the mental control?

I always have made fun of the whole mindset training industry. When they're like, "I'm gonna teach you some mindset training." It's like, "What the heck does that mean?" It sounds so fluffy to me. It's taken me awhile to figure out my own process, but I have one, and it's been by accident as I've put things together, and I've built 'em and things like that.

Here's what I do. This might be weird or whatever, but in the morning when I wake up there's actually a YouTube playlist that I've been building over the last while. What it is, it's a lot of my favorite motivational videos. I hate calling them motivational videos because I don't need motivating.

I err on the side of doing too many things. There's no one putting a cow prod to my back. I just move. I know I move. I'm a shaker and that's one of my strengths; is I don't need motivating, but every once in a while, I get in a slump. I'm not gonna lie. Like the last week, I felt a little bit like I've been in a little bit of a funk. There's some vulnerability for you right there, right?

I mean we all feel it. Everyone I know feels that eventually. It's not like ... I don't just run around screaming all the time, but it is a great way to break state. It's a great way for me to ready and get excited. Even if I'm really, really tired, there's times where we'll be at the office till two or three in the morning. It's like I'm dying, but I get back into state by choice. That's the whole key. It's by choice.

I'll start jumping around, physically. Russell and I, we literally, we'll start jumping around. We'll play some music that's really fast and upbeat. We'll jam out to some rock music with some really silly air guitar stuff. You know what I mean?

I mean that's the whole thing. I've never been successful or a very good marketer or very good business person or very fun person around be, or I'm sorry, a very fun person in general to be around if I'm not having fun. Does that make se'? Even when crap hits the fan, even when stuff's really hard, even when it's very, very challenging ... The number one thing is I've gotta find a way to have fun with it.

Even in college, when I did not like classes or when there's stuff to go, I had to find something that I was doing, I had to find it interesting. Some aspect of it needed to be interesting to me, or I had find a way to make interesting.

Or I just didn't care. I'd enter into this total state of apathy.

That's one of the easiest things you can do when you're starting to build funnels. I mean or your business or whatever it is. It's this game and when you realize it's a game, like in my mind a lot of the pressure gets taken off. I'm like, "Well, I don't totally know what's gonna work so let me just throw it all against the wall and let's see what it does. Oh, that does, cool. Now, let's move forward."

You know? And that's how ... and with that backdrop, this gets a lot easier.

Number one, man, state control; tons of state control. There's a lot of times. I've mentioned many times before that I'm in the middle of getting out of the army. When I was in basic training and when I was there, and I was doing all the ... We were running around, and it was super hard.

It was really challenging. I wanted to be the best. I wanted to be the fastest. I wanted to shoot the best, so I basically was, almost the whole time.

I was the second fastest in my entire platoon and company. There was one other guy that could beat me. He was so freaking quick. He was like the second fastest runner in Nigeria or something. He was so ... Oh, my gosh. He was running the two miles in 10 minutes and 30 seconds. The guy was hauling. My fastest was only 11 minutes and 52 seconds. I mean, he was killing me by whole minutes.

Anyway, ah, still, I'm very competitive. I wanna be the best so like it's still ... That guy's awesome. He's the man. Rono's the coolest dude ever, but geez. Anyway.

There was a phrase that we would repeat a lot of times when it was freezing. I went in the middle of winter. That was a terrible time to go to basic. I went at a time when they were shutting down the different parts of the base that I went to and so they couldn't feed us normally. The amount of food we got was drastically less.

I lost a ton of weight that I didn't need to lose while I was there. Other guys in training were not that way at all. They were well fed. I mean anytime crap hit the fan and we would just ... Sometimes we'd just start yelling, be like, "Right." We just back into state.

There was a phrase they would repeat over and over again and they would yell, "Fake motivation is still motivation," okay? That sounds cheesy, but there's some serious truth to that. Especially when crap gets hard, and I guarantee you it's gonna hit. Look, when I'm trying to build a project, I see the beginning to the end on a macro level. It is impossible to see it on a micro level, though.

I can't tell you how many times ... Literally, every single time we launch a funnel at ClickFunnels, something bad happens. Mega bad. I'm not talking like, "Oh, we forgot to write an email sequence." No. For some reason, this integration over here didn't work, totally broke half the thing, whatever funnel we're building. Or major changes. Or massive hiccups. You know what I'm saying?

Literally, every single time.

I'm trying to say this you so that you understand that it happens to every single person and to think that it won't happen to you is ludicrous. You're gonna feel crappy sometimes. There's gonna eventually be a part where pure grit is involved, and your ability to withstand adversity mentally. You're gonna have one or maybe two people come out of the gate and tell you, you can't do it. But by the time it hits your ears, and it goes into your head, we translate it as precedents for how everyone's looking at us.

That's true anytime you start anything. It's true every time I start anything.

I'll go launch something. I'll get a lot of people saying, "Hey, that's sweet." I'll get some people saying, "Oh, that sucks. Like mwa, I can't believe you're doing that. Eh."

They're the haters and just expect that, but what's funny is that the tendency, and what I see a lot of people like who I coach and who I help and things like that, the tendency is to hear the one or two people and mistake it for being everybody.

Everyone hates my thing. No. It's two people, and they hate everything in life so don't even worry what they think. No, it was only two people, and they're just the kind of people who wanna be miserable their whole life, and they're trying to find something else to do, too.

You just happen to be the next victim.

That just happens.

Any time you put something out there, just know, number one, it's gonna take a lot of mental grit for you to combat a lot of the negativity that's gonna come your way. Whether you are a funnel builder, or you are the face of stuff and don't know anything about funnels, which is fine. Or you're a copywriter or whatever it is, any one of our roles. There's always very unanticipated resistance. Every time. To think it's gonna be different is totally ludicrous.

Any time I've ever launched anything from both friends, families and enemies, I've always had a lot of pro stuff and negative stuff. It's just the way it is, and it's fine. Eventually, you gotta just understand, you're not gonna please everyone, and you shouldn't try to. In fact, the fact that you're not pleasing everybody is a great thing. It means you got polarity inside your attractive character. I just said something before that's probably gonna offend a lot of people.

I think mindset training, like selling mindset training, it is the most fluffy thing on the planet to me. I don't understand it. Define it then at least. Like mindset training, it's like I do that everyday anyways. Not that I'm trying to, but I realized if I touch the hot stove, I can't do that. It hurts. I know it's not how it works, but you see what I'm saying?

'Cause we all have pros and cons. We have pushes and pulls towards everything going on around us. To think that everyone's gonna be happy about the things that you do, it's just not true and that's okay. That's why you build a community and culture around you. It's a support system.

One thing that I know the Russell does is he just doesn't look a lot of times at comments, whether he's in the middle of a webinar or on a Facebook live or stuff. When he's actually delivering the main thing, he doesn't look at comments. It's because 90% of it is really great stuff, but there's always 10% or just the freaking idiots. They decide that they wanna crap on everyone else's parade. It throws him off. It throws me off, so I don't look at the comments for a while. That is one trick.

While in the middle of delivering a presentation or a webinar or Facebook live or whatever it is, for a while, I look at the comments like crazy when I'm in the middle of the launch when I'm putting things out there 'cause I'm ask campaigning stuff, but besides that though, I don't really look at the comments for a while until I get the thing up. Then feel free to poop on it 'cause that's just how it works.

Anyway, I wasn't meaning on going off the whole thing, but I just I want you to know and everyone that's listening, I plan stuff on a macro level as deeply as I can, also, on the micro level, okay? I see the macro.

I'm like okay, I'm gonna go from this funnel to this funnel. People are generally really good at that piece. Then I try and get really nitty gritty on the micro level. Okay, well, this page is gonna have this and this page. It gonna have this offer and this automation over here and it's gonna have this, this, this, this.

I'm gonna do these things. I'm excited about it, but it never goes that way. Ever.

In the 300 funnels I've built in the last 18 months, it doesn't ever go how we're actually gonna ... We'll put stuff together. I mean it's so rare that there's not a hiccup or there's something that I've realized. Oh, you know what? I've taken it as far as I can. We have to have XYZ video. I thought we could get along without it, but we need it now. You know what I mean?

It always ends up that way.

This game has more to do with how fast can you get over the crap and just keep moving on? The tendency for most people, though, is they'll hit something. They'll hit a wall and they'll go, "No. Dang it, a wall. Eh." And they get uh, no, a wall. Then they fixate on it and it becomes bigger than it actually was in the first place. They start saying, "Well, I'm not successful because of the wall that came up. I wasn't expecting, and well, that guy didn't have a wall over there."

Not that you could see, but he probably had a ton more than you could see. Then they get fixated on this thing that was never that big in the first place. All they had to do was go around the left of it, around the right of it, over it, under it or they could just blow straight through it.

A lot of success in this, not just in funnel entrepreneurship, in life comes down to the ability to move past stuff quickly, the unexpected quickly, whatever the things are that are coming up. I'm not telling you to not acknowledge your emotion when you have that upset. Acknowledge it. Yeah. It sucks. Yeah. It's bad and then boom, move on.

You had the pity party. Go forward, okay? That's it because otherwise you fixate on this thing, and then it becomes the object in your mind for why you're not moving forward.

Then you start to fear the obstacle leaving because then you're like, "Crap. Now, I have to move forward." It becomes this backwards and forwards thing. I see that a lot of times. I mean there's over 500 people inside the Two Comma Coaching Program. I see that a lot. Every one of us goes through it.

Every one of us struggles through it. Every one of us ... When it comes to publishing for the first time, that's a biggie. A lot of people have a hard time with that one. Especially, creating a dream 100 list and actually starting to build relationships. That's one a lot of people stumble on.

Creating a new niche. Creating a new offer. Building out not just the funnel part, but ... the actual building of the funnel and sitting down and doing it, that's the sexy part that everyone wants to do, but they don't actually sit down, actually write the copy. In every one of those aspects, there's gonna be these hiccups. Hey, either you're not good enough, and you gotta figure it out or hire somebody. Or some other unexpected thing's gonna pop up. It's this game every single time, right?

One of my favorite quotes. I'm gonna botch it, but the idea ... is that, hey, look, you can measure the success of anybody based on the number of hard problems they've solved. If you want to be super successful, you have got to look at yourself as a problem solver. You can't look at others for the solution. You gotta solve it on your own. Be a self-solver. The faster you can self-solve, the faster you're gonna be successful with it.

I mean every time I put something out, that's how it works. Every time. You know what's fun? It's almost like ... That's why I call it mind muscle. It is like that. At first, it's really hard. You're like, "Oh, this is the first time I've experienced any kind of adversity in something that I want. The world doesn't seem to want to give it to me. They're asking me what my value is, and I'm not sure what my value is yet."

You're flexing this muscle in your brain for the first time. Then you get it out. You actually launch the thing or whatever, and it's like, "Ah, now relax for a second."

Now, let's do the next one. It's a big mind muscle flex again. You're like, "No, my gosh. This sucks. It's so hard." It's the same thing over and over and over again, but now you watch Russell's team. You watch the way he and I interact. You watch the way he interacts with his other people. It's like here's an adversity. Boom. With three ways, we could solve it. Sucks, but we're over it. Boom. Here's three ways we could fix this. Boom. Here's two ways we could do this.

What was cool is that I know one of the major attitudes that I've had, that has helped me tremendously in my very short career, as it's been so far, is I go to Russell or you might go to your boss, or you might go to whoever your higher up is, or you might go to your spouse, you might go to whoever, your girlfriend, your significant other and you say these words, give me your hardest problem, okay? You say those words, and you're gonna have a lot of guaranteed mind muscle flexing, right?

You're gonna have a lot of iron pumping with your brain. It's gonna be really hard, but if you're willing to go through that, holy crap, your speed increases so intensely and you can get so much stuff done in your life. You can move forward because you don't get caught up on petty crap like, "Uh-huh, they didn't like something I said. I got three negative comments back. Uh." So what?

Just do the next one...

Keep going...

You gotta practice that over and over and over again...

My suggestion when you're building these things, especially when it comes to your brain, is understand when you're about to have burn out. I actually have a ... It's this white cube. It's got all these different times on it and whatever side pops up ... I'll put a 30 minute timer on. Boop. Hear a little beep? And then in 30 minutes, the timer's gonna go off, and I'll switch over to the five minute one. Now that means you get a five minute break.

Then I'll switch back to 30 minutes, then go back to five minutes. 30 minutes/five minutes. Then I go back and forth and back and forth. That's one way I go faster and for longer periods of time without needing to have this big massive break. That is one strategy that I do use.

Another strategy that I use is I try to make three moves a day, meaning I just try and make, if you think ... like a chessboard, I try and make three moves per day, right? If I only have 24 hours per day to get whatever I'm trying to done, let's see, I'm gonna be at the office for a certain amount of time. I'll be home for a certain amount of time. I gotta sleep, a necessity, for a certain amount of time even though I hate it.

At some point, I gotta work out even though I'm not really been doing that for a while. You know what I mean? I only have 24 hours. If I can just make three moves per day, it will at least always be moving the ball forward. If I don't make any moves at all during the day whether it's for my own stuff or for Russell or for a client, for anybody, if I could just move just three moves a day, then you can define what that is, but they can be good sized moves, stuff that matters.

Okay. I got in contact with this correct person I needed to. Awesome. I did this podcast episode. Cool. I designed this page and least have the layout for the remainder of what the funnels gonna be like. Boom. Three things. Whoo. All right, I can go to sleep. You know what I mean?

I try and make three moves per day. That's a great way to pace yourself. We like to always think that we can sprint towards the end, but the reality is you gotta plan out how long you think it's gonna take you to build a funnel or a business.

Then double that assumption.

If you're like, "Hey, it's gonna take me three months." Okay. Plan on six, right? Work like it's gonna take you three months. Work like the plan is three months, but just know that you're actually gonna do it in six. That's another ... Same with cost. I think it's gonna cost me 10 grand to get this project out. All right, that means it's actually gonna be 20. What can I do to increase cash flow?

You know what I mean? Those little things that I do to expect and plan for any type of hiccups or bumps along the way.

Then honestly, I just listen to sweet music. I can't listen to music that has words in it very much. That distracts me too much and distracts my brain, but I know I have a little bit of enough ADD in my brain; actual ADHD a little bit, a lot of symptoms of it that I need some other stimulus going on in order for me to focus, so I'll have music playing, which is usually over 120 beats per minute, which sounds cheesy, but that's true. It's over 120 beats per minute.

Then I go ... The music doesn't have any words really that much. It's a lot of house music almost, and I just zone out and do my little 30 minute/five minute, 30 minute/five minute. Try and get three moves done in the day. That's how I do it.

If stuff ... Sorry. I'm getting stuttery. If stuff begins to get in somewhat of a lull, I need to stand up. I recommend standing desks. Usually, I stand the first half of the day. I stand the entire first half of the day without sitting, and I'll sit the last half of the day. That keeps me more engaged as well.

I guess those are some tricks ... actually wasn't thinking about, that I do. Then mixed with the mental, I call it mind muscle.

It's a post that I did on my personal Facebook page if you wanna go look at it, but it's the playlist, the playlist itself. Here's the post I wrote. I'll end with this. Okay.

Mentally, I think of myself as just a freaking warrior, like whether or not that means that physically or whatever. Says, "I'm Steve. Hear me roar. The latest conversation with me, myself and I." Then I said, "Enjoy your brain you're already marvelous. I don't need motivation. That junk fizzles and dies quickly anyway. Some place, at some time, you'll need actual grit in whatever you. Look forward to the grit. When motivation leaves so do the hobbyists."

It's a super key line. "When motivation leaves so do the hobbyists so although I love living and smiling on with purpose, make it hard, Coach. I found that this is all more about saying no to stuff rather than yes. Wonder junkies and Renaissance men have the toughest time of all so control your mind and rage after the goal like the last drop in a desert. Embrace the suck." That's another phrase from the Army a lot. "A ticked off drill Sargent at my basic training said that. They called him The Dragon."

"Never tell me what I can't do. I'll kick you in the neck. Has nothing to do with drinking my own Kool-Aid. I know my own weaknesses. Periodically, I lay in my office floor, seeing marvelous visions of my own goal," which is very true.

I actually do that a lot, too, so I'll lay on my office floor here at home, and I'll just stare at the ceiling, and I just envision, and I embody what I'm trying to be. I try and take that on. I try and shed things that I'm not trying to be. I do that many times also. There's all these things I'm remembering that I'm doing I forgot about. Let me keep reading here.

It says, "But I really only need and want to see the immediate three steps in front of me at all times. It's how I control noise. I've learned to love ambiguity. The battle is in you. It's against your own mind. Your worst enemy cannot harm you as much as your own unguarded thoughts." That's from Buda. "Your worst enemy cannot harm you as much as your own unguarded thoughts."

"Business karma is real. Be a crappy human, and it'll return. Whoever said, 'The customer's always right' was probably a politician because that's total garbage, but everyone" ... I'm having a hard time reading this. I'm looking through my little foam screen thing here that's attached to my mic, and it's blurring my vision.

Anyway, the whole point of it is you gotta freaking move forward. Abraham Lincoln said, he said, "Gentleman, why not laugh, with the fearful strain that is upon me day and night, if I did not laugh, I should die."

Just have fun with it. There's a whole bunch of little mind things. You'll figure out what works for you. You'll figure out what those things are, but when it comes to ... You just gotta be a freaking tank in your brain. I mean because no one else cares about what you're doing, okay.

It's a sad reality. I'm not saying that people don't listen to this. They don't care. I'm not saying people don't care, but you're the only one ... Let me say this another way. You're the only one who's passionate enough about what your thing is to actually go through the crap, in order to get it done. You're the only one. No one else can have that responsibility on their shoulders. Don't look to anyone else. Don't try and put it on anyone else. No one else cares as much as you do to actually get your thing up and out the door. If it's already moving, nobody cares enough to actually get it to the next level.

It's only you. You are so alone in that. It's actually not a freaky thing to realize. I'm not saying like, "Oh, you're all alone," or whatever. What I'm saying is it's actually a liberating thing to realize and understand that you have total control. You can get things on your own. 

I'm not saying it's totally on your own. Create a team. Put the pieces together you need to, but you are the driver, and it's exciting when you realize that. Like, "Ah, wow. The battle really is against my own brain and the critic inside of my own head. Huh?" It gets really, really easy after that.

Anyways, guys, it's a long episode again. The last two have been long. I'm so sorry about that, but Gerim, it's great question. When I heard that, I was like ... Massive fire behind that so, anyways, appreciate that.

As far as a recap, I would find out what your own mind muscle is. I would flex your mind muscle. Figure out how that works for you. Work on state control like crazy. I stand. I listen to music that's fast paced, not crazy, but that keeps me engaged. No words with it. I plan the micro, and I plan as much as I can ... I'm sorry. I plan the macro, and I plan as much as I can the micro; all the small little details, but then I 100% expect that that's gonna be false. It's totally gonna be different when I actually get in the weeds.

Anyway, whatever you think time and cost wise it's gonna take for you to get something out the door, I would make an entire launch plan before you ever start building anything. Plan the whole thing out with dates, when you're doing what and then hold your own feet to the fire, but then double that timeline to make it more realistic.

Then plan on making three moves per day...

When you actually do three moves per day, what it lets me do emotionally is it lets me have personal wins that I need in order to stay engaged. If I don't have a personal win in something for a little while, I feel a loss of momentum in motion. It actually make me feel a lot of anxiety. Like I'm not doing anything when I could be doing a lot still.

Anyway, hopefully that helps. Be freaking tanks and figure out exactly what it is that keeps you ticking when stuff gets hard 'cause it's gonna happen. Expect it, but only look to yourself for the answer to get over it.

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.

After 301 funnels, I’m just barely noticing why I’ve been building so fast...

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.

Steve Larsen: All right guys, I apologize first off that I've been a little bit less consistent with this podcast the last little bit here. It's been so busy. It's been so busy. We've been going and building a lot. Russel's been in inner circles. There's a lot of stuff been going on in the sales funnel world in general and it's so fun living in the click funnels area because I feel like I'm in the nucleus of where marketing principles and status quo is created.

It's fun, it's cool to sit back and go, "Oh my gosh, I can see how this is going to become a thing in the whole industry," and really fun to get to do that. Anyway, it's been busy, it's been fast. The last four days alone I have built four membership sites and these are not like little tiny membership sites. Anyone would be happy to just have one of them. There's been 500 videos put inside of them. Redesigning them, each one at a time. It's been fast, fast paced and I've really, really enjoyed it.

There was something interesting thought that happened as I was building these membership sites and I was putting them all together, and honestly if you don't have a membership site I think you should go create one. Even if you're like, "Hey, Steven, I don't know what the heck to put inside of it." I would go create a membership site for the sole reason of you being able to put cool content in there. When people are like, "Hey," whatever your expertise is. Whatever it is that you do out there.

You're like, "Hey, how do I do X, Y, and Z?" If you go make videos on that and put it in there, I mean, that becomes a really cool asset, or at least cool bonus, or something.

Anyway, I really think that click funnel's on massive power with membership sites which we've been building. Our 25,000 dollar packages. Guess what, membership sites have been click funnels. 15,000 dollars, guess what? Built inside click funnels. Several 10,000 dollar packages. All the membership sites have been in the click funnels. I've had a lot people come back and say, "There's no way this was built with click funnels."

I promise you it is. I'm not a coder and that's, I billed it out. Anyway, that was a bit of a rant there but I notice something. I notice something as I was building it. As I was, I mean, I was probably on video number 400. I was placing in, I was building, I was going fast pace. There was resource links. PDF downloads, checklists all over the place.

All this stuff that you'd want to have when going through a course to help someone actually understand and learn.

What was interesting is I got about half way through the first one and I realized that I was not ... It's freaking but you know how like you can get in a car and you're driving somewhere and then all of a sudden you realize you're there and you don't realize you got there. Your brain's on autopilot. You know what I mean, kind of feeling? I'm not saying I don't pay attention when I drive, but I'm saying your brain can be in other places and it's kind of second nature for you to drive the route you are and you're not really noticing that tree on the side of the road.

That happens to me sometimes when I build but not usually...

Usually, that happens to me when I do things where it's not so creatively intense, you know where little details matter but I found myself doing that. I realized like, "Holy crap," like dozens and dozens of videos and lesson sections had gone by and I didn't even notice it. I was like, "How interesting. I wonder why that is with this." A lot of it was a lot of copy paste, building stuff. There was some redundancy in the task I was doing which made sense.

I don't actually think that, that's the reason why they got done so fast. Why I got them done so quickly. There's four massive sites in three and a half days. I mean, those weren't the only things I did either. I mean, these huge, huge, huge, huge sites and like I thought it was going to take me way longer than that. Like a week or two, or three weeks to build out these just massive things.

I know a lot of you guys go through this. You're like, "Okay, I've got these huge sites to build. There are these funnels or whatever it is." You're probably like me.

Maybe you're not a coder or programmer so it might feel a little bit more intense for you to get those things done right.

Anyway, I realized why I was able to do it. It's because there was a pattern that I started following. I had two monitors up and even in the way I was building there was this system that I was creating without realizing that I was creating it. I was putting this whole system together. I'd look over on the left, see what I was modeling, grab the URL in the center. Copy and paste in the text. Copy, paste, repeat. Open up. Drop inside the link.

I can still see the process in my head because I've been doing it for the last three and a half days. Just pumping out these huge sites. These huge membership funnels and sites. I was like, "How interesting is it that it's that way. That I was able to do that. I mean, I've built over 300 funnels in the last year and a half working at click funnels and I usually don't, I can't get into that.

I usually have to think consciously about every single decision that needs to be made and it almost freaked me out. I'm not going to lie.

It almost kind of scared me a little bit because I was like, "Is there a detail I'm missing?" I actually had to backtrack a little bit but I realized that I was creating these processes and systems to handle things that I was doing over and over and over again. I suddenly had all these experiences I've had in my past just kind of start flooding back to me. I was like, "Oh my gosh, that's like this. That's like this." There was a company that I was working for when I was in college.

It was around the time I was trying to prove to the industry that I was worth my salt as a funnel builder. That I honestly had so much more to learn. I obviously still do but I was trying to prove that like, "Hey, I'm a runner. I'm willing to work. I've got the base skills down. Somebody hire me.

" I was trying to say like, "Somebody get to me. Somebody hire me." I was running around, I was shotgun emailing all these people and I ended up working for this company.

I had the most interesting experience when I was working there. I was excited. I was trying to prove myself. I wasn't charging them anything, I just wanted to show that I knew what I was doing in these certain areas.

I was like, "Look, I know you have no idea what a funnel is. Let me just go ahead and build it and if it makes money let's talk about me making some kind of cash, or whatever. Only if, so zero risk to you." They're like, "Okay, that's sweet."

That's how it happened, and so I start building this funnel. Actually, I ran an ask campaign to their current customer list. I was very strategic on who it was I chose and I ran this ask campaign and I built this funnel based off the data and it was huge win and it made all this money and I was like, "Oh my gosh, it worked." I was like, "What, this is so cool." It was really cool because I learned something super valuable. As I was moving forward and building this funnel, it was a water product. These guys had an amazing product.

I mean, it was a fantastic product but I realized and I don't want to offend anybody, I realized that their business had been successful because of the product, not because of their business. Like, "Steven, woah. Wait. What are you talking about? That makes no sense." Of course they were successful because of the business. No, they really didn't have much of a business itself. They were very, very few business elements to it and they had survived for years and years and years on the merits on a freaking amazing product.

Okay, now let's compare that to tons of other scenarios that I have build for where it's like we'll go out and we'll build for someone and we realize, "Oh my gosh the same thing." These people over here have successfully been a business for the last number of years strictly because their product is amazing. Not because they have a great business. Okay, now let's think of the difference between the two. Obviously the product is, that's obviously the medium that the cash comes in.

However, there's so many times I've built funnels for people where their business was not able to handle the funnel. Does that make sense? This is a very, very important distinction that I learned about three years ago as I started building for all these other people. It was about two and a half years ago and I started looking around realizing like, "Oh my gosh, some of these people have no idea why they're being successful. They understand the product is why they're making money, but they don't actually have a business."

One of my favorite books is a book called The E-Myth. E-Myth revisited. Now, I know you guys have all heard this before or you've read the book before. If you haven't read the book E-Myth, you should go read it because it's going to talk very, very clearly about something that I'm trying to ... This one principle that I'm talking about right here has been one of the things repeatedly I've seen over and over and over again between someone who's a so-so funnel builder and someone who is a freaking great funnel builder with a business. Okay.

I didn't know my own processes at the time...

I didn't understand and honestly I thought that, I was like processing...

I don't want to put processes together. James Freal, freaking man. He's got a podcast I believe with Dean Hall. They got a podcast called Just the Tips. It's amazing, it's hilarious. I think I'll be on it soon. James Freal came in and he's a master at processes and he came in a year ago and he sat down with each of the employees at click funnels and he's like, "Hey, what do you do? Describe your processes to me. Let's figure out for your position what these processes are so we can package them up in case we want to add stuff to them and we'll make more of a system out of this."

It was so funny because he came to me and we sat down in this side room and we start chatting and he's like, "Hey, what are your processes? How come you're successful. What are the things that you do when you're building a funnel where anyone else could walk up behind and pick it back up?" I almost got offended. Not offended, that's the wrong word, but I certainly was tongue tied. I was not able to actually tell him what my processes were. I didn't have processes.

Even as Russel's funnel builder when I was just barely getting in there...

I didn't have processes. I barely still do and I was like, "Okay, what's step number one?" I was like, "Oh, gosh. I don't know, it's different ever single time." There's so much art behind what I do. I would not consider myself a designer. I would not consider myself an artist but just the art of the marketing. The art of putting all these things together. I was like, "I have no idea how to actually define my process. What do I do?" This is a super important question you have to ask yourself.

Why does Microsoft and why does ... Why does IBM, why does Microsoft, why does Apple buy little tiny incubator startups? These little companies that have gone and they've built this cool app and this app has gone out and they've launched and they've put this app out onto the space. Now, let's think about this. Does Apple have the capacity to build the same software that, that other tiny little startup built? Of course they do. They have ridiculously amazing engineers.

Why would Apple care to buy the little startup with the brand new app?

It's because of the following, it's because of the business. They've put processes in place, they know that when they do X, Y, and Z, they get this many dollars out. They have a process in place. That's what a funnel is. I mean, essentially you're creating a process for revenue and most people have no idea why they make money. That's what the thing I was realizing when I started doing that work two and a half years ago for this other company. I was like, "Oh my gosh. Every sale for you is different. Every customer service inquiry for you is different."

Every time someone needs a refund or there's a part that broke or whatever, it's different.

Every time you do this, it's different. It's different, it's different, it's different and you know how much of a headache that causes inside of you? It's ridicules. It was funny because I had to take a big old slice of humble pie, or it was actually the full pie and I was talking to the brilliant James Freal and I was talking with him and he was like, "Yeah, what are your processes?" I'm like, "I don't freaking know. I've never actually thought about what those are."

I know what the outcome is but I don't know what the processes are to get me to the outcome and I was like, "I don't know."

Guys that was like a year ago and I am just barely figuring out what my processes are when I funnel build. I obsess so much with the process of funnel building and the process of marketing itself that I follow these blueprints all over the place that I just know work. None of it's mine and what I've been doing is I've been trying to sit back and go like, "Okay, why. Why am I actually able to build it that fast? How come that happened that quick?"

I'm not saying I'm the best in the world, I know I'm not, but I know I'm pretty good. Why did it work? Anyway, this is from the book of the E-Myth. I thought I'd grab it. This is one of my books on the shelf. I just dropped like three more thousand dollars on books, built an entire other book shelf so I have ... You know what's funny is that everyone's got these motives for why they want to be successful. I honestly want to read, I want to buy a lot. I buy books. I can't stand audio books.

It's not that I can't stand them, I actually love listening to them, but if the book is only an audio book or if the book is only a kindle book, for whatever reason for me it's not worth as much. I'm like, "Oh, well it's not worth its salt. It didn't make it to be a physical book. I'm not going to even listen to it or read it kindle or whatever. You know what I mean? I like to buy the physical thing. Anyway, I looked it up and I was like "Oh, yeah. This just like what I learned about in E-Myth like four or five years ago."

Anyway this is on page 83 and towards the bottom there he's talking about the importance of creating the business. Basically turning each position into a franchisable thing. Meaning, not that you go ... What he's teaching is, he's teaching how to create processes and he's teaching you the importance of looking at each position, so you might be a solo-penuer.

You might have a nine to five...

You listening right now, you might be doing something else that actually pulls on your actual income and you're trying to build a funnel to take you out of that nine to five.

You're trying to build a funnel to get you to the next step or whatever you're trying to do or it's the ascension. You know what I mean? What ever process you're in, whether or not you have a team, it's important to start looking at the processes and all the things that are involved in turning the dollar for you.

That's how you're going to hire people out. That's how you're going to replace yourself eventually. Anyway, this whole thing's been on my mind a lot lately.

Anyway, so this is on the bottom of page 83 and he says, "Because the business format franchise is built on the belief that the true product of a business is not what it sells, but how it sells it."

Okay, he basically said, "Look, an actual business, it's not ..." What is a business? He's saying, "It's not the product that it sells. A business is merely how it sells the product. A business is a set of systems. A business is a set of processes that talk with each other that sells the product." That's all he's saying.

He says, "The true product of a business is the business itself." The true product of a business is the business itself. I thought, "How fascinating, how interesting." That's why Apple wants to go by the little start up that has the app. It's not that they can't make the technology, it's that they've proven how to sell the technology. They've proven how to sell the app. They've proven that, "Hey, these are the positions you need so if you want to buy us or acquire us or whatever it is, you now know turn key wise you have to have this position, this position, this position."

They do this, this, and this. This one is X, Y, Z and this one does one, two, and three. If you can start to do that with everything that you're doing, holy crap it's a lot of work. Tim Ferus actually talks about this in the four hour work week.

He talks about every time he'd go launch a product or he'd put his supplement out there from his supplement company. He fielded all of the customer service questions himself for the first month and he did it for the sole reason that he could literally keep track of every question that was coming in and the answer that he started making a format for on the way out.

We did the same thing and then he went out and then he went out and he hired a person and they literally just had to read the docs that he created and send the response back out. I mean, he made it dummy proof. That's the whole reason why he was able to blow up ... Four hour work week, that's why that's possible, it's because of all the systems he put in place.

He made it turn key. Every position around him and then he just systematized that thing. Found someone, boom. Then they only talk to him when there's contingencies. When there's things that were not in that process.

It's the same thing with funnel building. I now know when I funnel build, that first thing I've got to go do is I sit down. Whether it's me or Russel, or us together, whatever it is. Usually I almost always draw it out. I draw it literally on paper. I draw boxes and I put a few details in the box. Okay, this is one page.

Okay, now this link goes over to the other page. This is the next part of the funnel. That starts this emails sequence. I'm going to add them to this list.

I kind of diagram out the entire thing but the step that's even before that is I have to know what the actual offer is inside of the funnel. Every single sales funnel is a mini value ladder. Okay, a business has a value ladder where you're trying to send people up to hire dollar amounts and different value levels and things like that. Each individual step in the value ladder is a mini value ladder. That's what a funnel is. That's why you can have up sales.

This is the higher point on an up sale or a down sale. Higher tickets in the back end, things like that. Follow up sequences that push to more and more dollars in the back. All right, that is a value ladder. Anyways, what I do is I sit back and we have to think through. Okay, what's the offer? What's the value ladder of this funnel alone. How does it fit into the bigger picture value ladder? The big macro level one. Then I go and we draw that out and we draw these pieces out and we put it all together and that's how it works.

Those are my first few steps and then even before is start building before that, then I start thinking through, "Okay, what's it going to look like? What are the colors like? Is there something proven in the industry I need to start looking at and start putting those elements in? Are there things that I know are little ninja tricks from other unrelated industries that also work?

Are there things that you know ..." And I start putting all those pieces together way before I ever, ever start building the new funnel.

I think one of the issues that I see over and over again is that people just go straight into click funnels and they just start building crap and they don't know what they're building towards or to and there's nothing that ... They haven't planned any kind of ascension. They haven't planned anything for their bait. How they'll get people in there.

They haven't planned anything so much as, "I funnel hacked, meaning I went and I copied and pasted." I looked at someone else's page and I put it all together.

That's not how it works. That's not what funnel hacking is. That's like the surface level of funnel hacking. Anyway, that was totally way more of a rant than I ever thought it would be, but basically this is it.

This is the whole point of the podcast that I wanted to make on the show today is that there's really two different levels, two different strength levels of a business. The weaker form of your business. How should I say this?

The weaker form of revenue is when you have a business that survives strictly because the product is amazing. Now, I don't know about you, but I know several places where that's true. Where the product is amazing but the actual business that sucks. How many times have you said, "Oh, yeah they've got a great thing but the customer service sucks over there."

Okay, that's a perfect example of a product that is literally driving all the revenue. There's barely enough business built behind it.

I mean, so many times we've built funnels for people and then we get a frantic phone call three days later begging us to turn it off. Turn it off, turn it off, my business can't handle it. I don't have enough inventory. I can't handle the volume you're sending over this way.

That's because there's not enough business built underneath the funnel to support the strength of the funnel that we've built. That's the first level, that's the weakest kind is when a business survives strictly because the product is good.

That's great and it's a good place to be. It's better than not having the business at all. In fact, that's probably the place to start. I would rather that you start there instead of trying to build up a business and figure out your freaking logo and the stupid crap that doesn't matter. Only worry about revenue first. That doesn't matter.

Revenue, revenue, revenue, revenue. Sales, sales, sales, sales, sale.

Nothing else, don't go rent an office. Don't go, none of that. Don't do any.
It's funny. Any of the stuff that I learned in business school is probably the stuff you should not do at the beginning. All right, first go to get the sale but it is ultimately the weaker form and the weaker part of business. It's more ... It's better to be the business style where the business survives because of processes. Where there's enough processes behind it, you can walk away and the thing could run itself. That's how the four hour work week works. That's how Russel's company works.

That's how, there are processes and whether or not every single position has been defined and all the processes behind it and here's how we actually put all the funnel together, and here's how we put the things in. Whether or not you've actually put those things together consciously, every person knows what those things are. My challenge to you is to write them down and to start taking note of what those things are.

If you get hit by a bus, heaven forbid, what are they going to do to pick it up? What are they going to do? Is everyone else's jobs going to be on the line just because you're the only guy that knew what was going on? That sucks, it should not be that way. First it can be that way for a while, Ferus talks about that and that's how he did it for a while but eventually systematize the whole thing.

Anyways, that's the entire purpose of this whole podcast is I just wanted you to know that it can take a while and I am literally just barely starting to figure out why my speed on these things is so quick and it's because literally, subconsciously every single time I have always built the process. There's been several times Russel would say, "Hey dude, how's it going on that one thing?" I was like, "Honestly dude, I'm only on the first page but I just got the process down and so I know the rest of them will go quick." It's true, it's bam, the rest of it goes quick because I got the system down in the beginning.

Anyway, I feel like I'm saying the same thing over again now, but hey, so one thing real quick I wanted to point out to you guys is that there is definitely a very forward and definitive process that has been put together on how to build a live webinar funnel. Now, last week, this last Saturday I went and I built a live webinar funnel live in front of a bunch of people.

I don't remember how many people were on but they watched me build the whole thing and I honestly just thought I'd be kind of fun to do it.

I thought it'd be a lot of fun to put the whole funnel together live, answer any questions and see what other things people are struggling with. There's no replay or anything like that. I'll probably do one again some other time shortly. If you want to follow next time I do something like that go to salesfunnelbroker.com/live. Salesfunnelbroker.com/live is the place where I broadcast and build out things live. Whatever I'm building so you can watch and learn and I like to interact back and forth.

Anyway, so I went and I built this live webinar funnel in front of a whole group of people and there's always a map that is true for that funnel style and I know it very well. Anyway, I made it into this really cool PDF document and I'd like to give it to you guys. I'd like to give it to everyone on this call. I'm sorry, I said call because I'm in front of a mic.

Everyone who listens to this podcast, I'd like to be able to give to you guys but I do ask for one thing in return. I would like ... I have never collected testimonials and if you guys can just grab your iPhone or whatever it is and shoot a sincere testimonial about me or whatever about me or something like that, or whatever it is.

Just shoot a testimonial around myself and if you send it over to me in Facebook messenger, I'll send that PDF of the map of what it takes to make an actual successful live webinar funnel as well as the share funnel link to the funnel, I'll give that to you guys for free. It's going to be something I charge 400 bucks for in the future.

Anyway, I just wanted to drop that on out because I see over, and over, and over again ... There's all these people reaching out to me saying, "Hey, Steven, would you look at my webinar funnel?" I would go check out their webinar funnel and it was like ... I was surprised the thing was running it was so bad.
Anyway, so, I've built it and I put it all together and I'll give you the funnel as well as the map. It's a PDF that's pretty rocking.

Anyways, if you want that go ahead and record a testimonial to me and send it to me on Facebook messenger and immediately I'll just shoot back, or as soon as I can, the PDF as well as the share link to that actual webinar funnel. Anyways, reach out to me. My name is just Steven Larsen. Meaning that's the spelling of it. S-T-E-P-H-E-N L-A-R-S-E-N on Facebook so you can find me. Anyways, that's it guys. Go create processes. It is more important than I ever gave stock to, and I'll talk to you later. Bye.

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