I wanna dive deep into Disney's offer...

What's going on everyone it's Steve Larsen and you're listening to Sales Funnel Radio...

I've spent the last four years learning from the most brilliant marketers today. And now I've left my 9-5 to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch?

This podcast is here to give you the answer...

Join me and follow along as I learn, apply, and share marketing strategies to grow my online business, using only today's best internet sales funnels. My Name is Steve Larsen and welcome to Sales Funnel Radio.

What's up, guys? Hey, just barely got back from Disneyland and it was a bunch of fun. Brought the whole family over and had our first kind of real vacation ever, and it was a lot of fun. We went and we stayed at a Disneyland hotel and it was kind of nice, especially with little ones.

We could kind of monorail in and out of the park when we wanted to and get in an hour early. Anyway, even with a four-year-old and a two-year-old and my wife being pregnant, we still pretty much went on every single ride at Disneyland and California Adventure. And it was just a bunch of fun.

It was really fun to go do that...

And as we were walking around my wife and I could not help but just kind of contemplate the crazy journey we've been on for the past two years and just to look backward and go, "Oh my gosh. Two years ago there's no way we could have afforded this for all the things we were doing and the experiences."

I always read stories, I always heard stories of guys that'd be like, "Yeah, man I went on vacation. I made more money on vacation then we spent to get on there, and we spent a lot." And I was almost in disbelief.

I would listen to those stories and be like, "Okay, that's cool for that guy, there's no way I'll ever do that." Or I had to work from that place to believe to a spot where I felt like I could actually do that. And it was crazy because it happened. It was amazing. I'd be on a ride, I'd come out and be like, "Well, got seven more sales on that ride."

It's crazy how much, anyway...

So if you're like, "Man Steven, I don't know if this stuff can work or whatever." Just use myself as a point of reference an realize that oh my gosh it's completely doable for wherever you are. And keep moving forward on it. One of the fastest paths to cash that I've ever found ever is selling info products, and doing it through webinars.

You guys know that you guys know I'm a huge advocate of that, and obviously using Click Funnels to do so...

Anyway, it was fascinating though to walk around and see that and look at that. And we'd be like, "Man, we just spent like $100 more just to go hang out with Goofy one morning." You know what I mean? Just like really interesting stuff that we would never have been able to do that kind of stuff.

I mean overall, it was like five grand but it was a ton of fun and it was really, really cool to have that experience with the family, with the kids. And more importantly, I think it was just this really cool milestone for my wife and I, and what we've been doing, and what I've been working on, and all the stuff that we've been doing and going forward on it. It was cool, it was very rewarding. Very, very rewarding to sit back and be like, "Holy crap."

It's the first time I really stopped...

I felt like I was in a bit of a funk there for a little bit and I talked to Russel about it and he was like, "Dude, we've been running hard for so long, this is the first time we've had a chance to breathe."

It's like maybe that's it...

So, anyway, it was a bunch of fun.

Totally got rejuvenated. Very excited for the day. Got a chance to get up work out this morning, do my hit training and scream like crazy on Instagram. If you guys aren't following me on there I think you guys would like it. I get to do really official episodes and thoughts here, however, a lot of the smaller day-to-day things and isms that I'm going through and learning I like to drop on Instagram now, so anyway, would love to have you guys follow me there if you want to.

It's Steve Larsen HQ, that's my handle...

Hey, I wanted to drop something out to you guys here. There was an interesting question that kept getting asked right before I left actually. It was about a couple of weeks ago, two weeks ago. We were there for a week. And right beforehand some interesting questions started getting asked, and one of them was, Steven, how did you get so good at offer creation?...

And I just said the answer, "It's practicing." I practice offer creation like someone would practice their sport, I do, I practice it. It's one of my favorite things to do on an airplane, for some reason. Put some music on, for some reason, 30,000 feet, little caffeine and some dubstep, man you can make some sweet offers. But I'll do that a lot.

I do it a lot for the eComm space a lot. That's a fun one to practice on. I'll pick a random industry and I'll start creating an offer. So, what I wanted to do real quick, it was hard for me to not see the offer that was being handed over to us throughout our Disney experience. I wanted to go through and as an example of how I practice offer creation, I want to use Disney as an example.

So, I'm going to show you what their offer is. You're going to see it, you're going to go, oh my gosh. But I want to point out why it's the offer, what they're doing, and when. They definitely have upsells. They definitely have continuity they're offering. They're breaking and rebuilding belief patterns.

Anyway ... It's pretty strong to see what their culture is. Fascinating stuff, right?

So, one of the ways to think about this because there really are a lot of ways to create an offer, there's a lot of modalities to do so. You can do it through Ask campaigns, and do it explicitly off of what the market's telling you to do, which is great. But if you do that you still have to come in with your own glaze and creativity to make something that's new.

It can't be completely reactionary. It has to be reactionary with a little bit of the ingenuity. You could do it straight off of finding out what false beliefs are, which kind of gets gleaned from Ask campaigns, they might be one and the same.

Another way to think about this offer creation thing if you're like, "Steven, I have no idea how to come up with this offer. I have no idea how to create an offer. I don't get it."...

Here's another way to think about it and look at it. Whatever your main product is, whatever the main product is, let's say it's socks. Whatever the main product is, let's say you're selling socks, you're selling on Amazon, I don't care what it is. You're selling socks or you're a retail store and you sell food.

Think through when you sell your product to somebody, you have to understand that it is like the laws of nature that when you create something you also create something else. When you create something, when you give a product to somebody else you hand them a solution to a problem, but you also hand them a problem.

Most of us don't think of our businesses in that light. And this is where a lot of opportunity actually lies. And if people can learn to see this it is very easy to create offers very quickly.

And if you're like, "Man Steven, I don't totally understand." A lot of people reached out and be like, "I don't understand this whole false belief thing, what is that? I don't understand how does this all happen from the ..."

Another way to think about, if that whole side totally confuses you, one of the ways to do it is to sit back and think to yourself, "What follow-up problem do I create for my customer when they buy my product?" When I had it over ... It's the nature of all opportunity. In order to get the opportunity, you have to solve a bunch of problems.

One of my classic examples is the Olympics. The Olympics just happened. Winter Olympics, my family I grew up skiing like crazy a lot actually.

By the time I was five we were skiing hitting the slopes a lot. All we wanted for Christmas was a ski pass so we'd go 20-25 plus times in a season.

And we skied a lot as a family, and it was just a bunch of fun...

But in order for me to be a really good skier, let's say an Olympic skier, there's a lot of problems I have to go solve in order to get that opportunity. There's a lot of problems I have to solve in order just to qualify for the opportunity to do something like Olympic skiing. What's my coach? What's my diet? What's my daily schedule like? Who am I coaching with? Who am I conveying myself to? What are the times I have to hit? What's my ski's like? What are the brand of my skis? Are they polish are they wax? You know what I mean?

There's a bunch of stuff that you have to go solve, not just to qualify for the opportunity but when you actually get it there's a lot of other follow-up problems.

Let's say I go and I actually get a gold medal in Olympic skiing. What happens? I have to turn around, there's a lot of other follow-up problems that you have to solve. Are you going to do it again? Are you going to stay with the same coach? Who are you going to train with? Who's the person you're going to be competing against? What's the diet? It's more problems. Sometimes it's more of the same problem, but you have to think through this.

And another way to think of it is, what's the follow-up problem I create for my customer when they're using my product? That's the basic question to ask. I have a product, I go forward, I show them the product, there's follow-up problems.

Let's take Disney and what I want to do is I want to walk through Disney's offer with that question in mind. So, let's say I'm Walt Disney. 1955, that's when Disneyland started, I believe. 1955, and I'm Walt Disney, and I'm sitting back and I'm like, "I want to make a sweet theme park." And he's like, "Cool, I'm going to go make a cool theme park." And I start making this theme park and I'm like, "Sweet."...

People are like, "Hey this looks really, really cool." And let's say they call me on the phone. What would be some questions that somebody would ask me about my theme park? These are the follow-up problems.

"Oh my gosh, you know this is super cool but I just don't know where I'm going to stay." The follow-up problem I have created for my customer is I gotta know where a hotel is.

Like, "Oh, you know what this is so cool but I don't know what I'm going to eat." The follow-up problem I've created is they now need to find some food. Does that make sense?...

Transportation, "I don't know how to get there." Does that make sense? This one way to think about that. And so, a by-product of Disneyland the theme park, a byproduct, the business, the side business that they had to get into in order to sell the theme park, they had to get into hotels.

They have hotels. They had to get into the restaurant business. They've got restaurants all over the place. They had to go and they had to get into some kind of transportation business. We took this cool bus into the ... We stayed at the Disneyland Hotel, it was really fun. Does that make sense?

When you hand your product to somebody else, yes you do create, you solve problems, but you also create problems. And when you are a smart marketer who can foresee the problems that you will be creating for them and then you solve those problems, my friends that is one of the keys to creating an amazing offer.

Think of Click Funnels, for example, you guys all know I'm a forever die-hard Click Funnels fan. Russel Brunson comes out he's like, "We're going to make this thing called Click Funnels," or he and Todd. And they go and they put the whole thing together. What's the follow-up problem he created for us? What is it?
"Crap. This tech stuff is like figured out now, I actually have to know how to freaking market now."

Russel's like, "Don't worry about it. We got a butt load of info products that's going to teach you how to do the exact same thing." Does that make sense?
"Crap. I don't know what to write."

"Don't worry about it. We created Funnel Scripts." Does that make sense?
Whatever product you've got there's a follow-up problem, lots of them, that you created for your customer. And if you can just go solve the major ones that you can foresee and bundle it with the original product, man it's like so easy to destroy your competition because they're not thinking that.

Most people are not thinking that...

Instead, they just have their product and like, "This product's the best. This product's the best. Best, best, best, best, best ..."
And like, "Okay, cool."

I remember when I was a traffic driver for Paul Mitchell in college. It was one of the Paul Mitchell schools and we ended up chatting with and working with either other Paul Mitchell's down in California. Anyway, it was a bunch of fun.

Bunch of fun...

Well, we were driving traffic to them but the follow-up problem that we created for our customer, Paul Mitchell Schools, that we didn't realize we would have, the follow-up problem that we created was, "Oh my gosh, I don't know if their websites good." We were just driving it to a flat website, we didn't know any different at the time.

It was like four years ago, five years ago. And we were driving traffic directly to their website.
And then they're like, "Sweet we're getting lots of traffic but why isn't it converting?"

And I was like, "Crap." And I had to go learn what makes websites convert. And then I was like, "Crap. They don't. I gotta make funnels." And I had to get into the business of the follow-up problem. And that literally guys is actually what put me into funnels. That's what got me started in funnels.

Working for Paul Mitchell, realizing we were driving lots of traffic and it was not converting. And I was like, "Crap. How do I make websites convert?" And then websites weren't converting. And then I went through and I found what funnels were. Does that make sense?

That's literally ... I was trying to solve the follow-up problem. Some of you guys are too concerned with the actual product itself.

Now, it's great to be concerned with the product, obviously, be really, really concerned with it. It's gotta be amazing, obviously, it's gotta over deliver. I'm a huge fan of if you over deliver in the present it sets up your success in the future.

That's one of my little isms...

Over-deliver it's awesome. But if you can foresee the follow-up issue that you created, solve that problem, and then give it away or bundle it when they buy the original product, oh my lanta, you're in business. Does that make sense?
So, I was thinking through a lot of their ... like that's their core thing.

You think about like one of the things we always try and teach you and I want you to get as well, you've gotta understand what the core of your business is. One of my favorite books is the book Rework I love that book Rework, go buy that book, go read it. Very, very good, one of my favorites, definitely a top 10.

And in there it gives the example, can you have a hot dog business without ketchup? Sure. Some people won't like it but you could, right? Could you have a hot dog business without the bun? Technically. Could you have a hot dog business without the hot dog? No. Right? Figure out what the core of the business is, that is the core of the business.

Disneyland the theme park is the core of the business. So, let's think this through on a stack slide real fast. Okay. This is a bit more of a technical episode, hopefully, that's cool with you guys. But, let's think through the main item, the first thing on a stack slide is the main item. Theme park.

That's the first thing that we're delivering...

The second thing on the stack slide is what I call the anchor product, it's what they really want. They want to go to the theme park but why? They want to go to the theme park because of the rides. They want to get on the rides, they want to go and they want to experience thrills and you're selling an experience.

They're selling experiences. Pretty much all of us are. If you can start to sell experiences it's a lot more lucrative. So, the theme parks, the anchor product is rides, that's the anchor of the product is rides. That's what they really, really want, that's the anchor.

Then we think about vehicle and when we think about vehicle ... It was kind of funny walking around, we got upsold like crazy ... Anyway, I won't get to the upsells yet. No upsells yet.

The vehicle, they're delivering relationships. They're not promising wealth, they're certainly not promising health. They're promising relationships. Disney sells relationships, that's what they sell. They sell relationships through the commodity of theme parks, of the movies. Does that make sense?

And what they're selling, what their message is, "I'm going to show you how to be at the happiest place on Earth without worrying about a thing." It's going to cost you a lot but you're going to go to the happiest place on Earth without worrying about anything, how amazing is that? They're selling experiences.

That's exactly what, and they're selling relationships, with you, with your family.

You always see pictures with the families. "Let's do it for the kids. You didn't take your kids to Disney when they were young? What kind of parents were you?" That's kind of what they say.

That's what their messaging is...

So, if you think about like a vehicle-related product, there might be, "Man you know what, I really want to go to Disney." What's the false belief that I might have about Disney being able to deliver a relationship? "Oh gosh, you know what I just don't know. I don't know. I don't know if anyone's going to believe me that I went there."

"Don't even worry about it." Well, they have a billion photographers all over the place snapping pictures you weren't asking them to take and then we're just going to sell them straight back to you for $100. That's totally what they do.

We walked into several different restaurants, lots of different rides, in front of the castle, all over the place, pictures, pictures, pictures, pictures, pictures all over the place.

"No one's going to believe that I was there without a billion pictures. Rather than just me saying it."

"What are the kids going to say when you tell them, yeah we went to Disney. What are you going to show them?" It's like a pride game a little bit that they throw on you.

I'm not bashing Disney but think about the sales message. When it comes to internal, maybe some of my insecurities it kind of ties into the last one too, "No one's going to believe me. How am I going to remember this experience afterward?"

"Don't even worry about it." Disney comes back, don't even worry about it we're going to through Mickey ears down your throat. There's going to be a billion different styles, don't you dare just buy one style. There's going to be tons of t-shirts, lots of stuff, tons of shops, which basically sell all the exact same thing.

Lots of swag...

Don't worry about it we're going to give you pictures so everyone knows you're there." And the way you're going to remember it is swag galore. In fact, right now I'm wearing a Disney shirt because I felt the pressure of doing that. And I'm a buyer, I buy stuff real easy.

As far as an external related belief, usually I say time, money, and resources. You might say, "Oh my gosh, I don't know. Time wise, how long are we going to be there?"

"You know what, there's so much for you to experience there's no way you could ever get it done in a single day. You have to spend a few extra days and we'll actually create a special package for you."

If you notice when you go in and you buy stuff their offer is, "You can buy for one day or for slightly cheaper you can buy for three days." I don't think there's an option to buy for two, which is kind of interesting when you think about that.

Three-day hopper pass. They don't sell a two-day option. It's almost like when you're selling supplements, you go from one bottle to three bottles, there's no two. That's obviously drastically increasing their average car value per customer.

Now they have to stay another day in the hotel, they gotta spend $100 a day on food. Lots more opportunity for swag drops. Does that make sense? Very, very interesting. So, as far as external related beliefs like time, money, resources.

Time, "Don't worry about it, it's three days, that's the best."
Money, "Don't worry about it if you bundle together if you buy this package here go to the Disney Hotel we'll package it this way."

When it comes to resources things like that, food, hotels, transportation. Disney hotels, Disney food, Disney transportation, Disney restaurants. Does that make sense? They're in the business of all these follow-up businesses because those are problems they created for the customer.

Anyway, that's kind of the stack slide, which is a little bit hard to say over a podcast. But hopefully, that made sense though.
In fact, it was funny, literally every single ... Let's talk about upsells. There were upsells all over the place. And I loved it, I was reading them, I was seeing them.

And I was like, "Yes. This is good right here."...

We were offered upsells both in the way of continuity, but also in ways of just more expensive experiences. Upsells, every cashier asked us if we were an annual passholder. "Are you an annual passholder?" And I had to say no every time. No one likes to say that.

No one likes to say that.... For the first time in my life, I've considered being an annual passholder. I doubt we'll ever go back for like three years, four years. It's going to be quite a while before we ever go back to Disney, but I seriously considered becoming an annual passholder simply because they asked me.

And like every cashier asked me, every single photographer asked me, every single ... it was fascinating. They all clearly were trained to do that. And I did not feel bombarded all the way, but just the mere tick tack ninja kick you in the face nugget of just asking is what got me to start thinking about it. Anyway.

There were handouts. There were handouts like crazy. As you exit the park. They're not doing it when you're in the park, which I thought that was a really nice touch. I wasn't walking around being handed all this stuff, which I actually really appreciate, that would have been over ... It already is a little bit sensory overload, but that would have been too much.

As you're exiting the park there's handouts all over the place and they want to ask you, "Hey," you see things for Disney cruises, that's a vastly more expensive experience than what we went through. Actually, it was probably about the same by the time we were done. Does that make sense?

There was upsells all over the place. The parade, guess what, they do a massive parade every single day and fireworks show pretty much every single day. Why? I was listening carefully to the words in the parade. They have thousands, tens of thousands of people lined up all over the streets, I mean it's huge.

If you guys have never been there, it's a cool experience you should go. To look at it as a marketer if anything. Because it was cool. They had tens of thousands of people just lined up all over the place over I don't know how many miles of road. This parade went for quite some time and it was big, it was a huge production.

Guess what it was? It was a freaking sales letter...

I was watching it and I was listening to all the words. And they're singing about how happy it is to be on a Disney Cruise, no joke. They were singing about how cool it is, "Oh my gosh I found out that I got an annual pass." Seriously.

They were singing about other stuff as well but literally, that was the lyrics of the songs and it was a lot of times the exact same songs over, and over, and over, and over, just on repeat. And they're dancing and going all over the place. And your favorite Disney characters are coming out, they're all dressed up, but they're singing.

They definitely had shock and awe value. It was subtle but it was there.
And I never in my life have considered that until ... you know what I mean? It works. It totally works.

And they have an ascension process built just after you bought their latest thing. They do exactly what we're teaching you to do. That's why I was laughing so hard about it because I was sitting back and I was like, "Oh my gosh, I just paid for this. They're already asking for the next purchase."

Let alone spending several hundred dollars a day on food sometimes. Let alone all the other stuff that's going to go along with it, all the incidentals, the experiences.

Of course, we gotta get pictures with Mickey, of course, we gotta go to the restaurants, of course, we gotta get the swag and everything, of course, we're going to ... we want the experience. We want to be able to go back and tell about it, no one's going to believe the fact that we were there without us having all this stuff. You know what I mean?

That's exactly ... Anyway, it was so funny. There were many in the rooms themselves. There's stuff all over the place for Disney cruises, there's stuff for annual passes. When we checked into the hotel people were asking, "Well, are you an annual passholder?

"No."...

"Okay." And they don't offer it afterward. That was interesting. I thought that was kind of cool. No one said, "Well do you want to become one?" That was cool.
That was clever because that made me ask, "Well, how much is it?"

Which is the only question I wanted to get people to ask on the doors when I did door to door sales. As soon as I got them to ask the question, "How much is it?" That's a buying question. We just shifted from essentially the sales message to the stack section of the pitch. "Well you get this and you get this and you get this. And it's only this much, but if you go there it's only this much."

"What?" And they do a stack, right there. Disney has a stack.

Disney does a stack slide...

It was pretty interesting too, I noticed every single ride was an epiphany bridge script, literally. When you're waiting sometimes an hour in line two hours or whatever. When you're waiting in line, are the liens just normal? Is it literally just a fence? No. They're themed out to the max. You've got whatever ride it is, whatever the theme park ride, like Toy Story ride or whatever.

There's Buzz Lightyear himself he's talking to the people in the line. There's pre-frames galore. Themed stuff all over the place. And opportunity for you to buy swag so you remember that exact ride. At the end of every single ride, the opportunity for an upsell, for swag for that specific ride.

Think about that. Very, very interesting. Very cool, very clever. I imagine their average car value goes way up because of that.

They don't just have shops on like the Main Street there and as you're exiting and entering the park. Literally, after every ride is an opportunity for an upsell. Very fascinating. Every ride was an epiphany bridge scrip. There was a pre-frame, especially even in the ... actually not just in the kid rides.

There was conflict, there was resolution, there was literally, every ride was a story. Sometimes literally, and it would say, "And they lived happily ever after." Or, "Once upon a time ..." and then the ride would start, especially in the kid rides, but even on the roller coasters when you're getting on there was still some theme. There was still some story being told throughout it. Script being said or not, experienced.

Anyway, very fascinating...
By the way, how did we know that this whole thing existed? Disney. We would not have gone. Let's just think about this for a second ... last thing I'll say, I know this was a long episode.

But let's just think about this for a second. How did I know that Disney was going to be cool? How did I know that Disney was what they said they were? Besides them constantly putting out the paraphernalia, constantly putting out the stuff. I knew.

Guys, they publish, yes I'm going to get back to that I shove it down your throats I know I do. They publish. How do they publish? Okay, they make full out movies. They make full out movies. Do you think people in the theme parks have seen the movies? Of course, they have.

Who do you think the people in the theme parks represent? Who do you think? It's the fanatic purchasers. They change the selling environment. You get on a freaking airplane, you go and you spend far more money than the eight dollars it costs you to watch the movie in the movie theater.

They went from an eight dollar price point, maybe $15, I don't know. And you go in and you spend ... I mean we spent a grand for our tickets for three days for three of us. Our little one was free. It as another two grand for the hotel. It was another grand for the flights and all that stuff. Does that make sense?

I easily probably spent another grand combined with food and swag and all that stuff...

That's exactly what we're doing. Guys, we're trying to show you that very ... I'm trying to help you understand, when you go in and you start selling your thing there is going to be a percentage of the people who purchase from you who want to spend more money for you.

And the reason that they're willing to do so is because they love your culture...

Culture is brand...

We know that guys. Forever I thought Disney, I thought that first letter was a backward G, I'm sure I'm not the only one that thought that when I was a kid...

But Disney, the word Disney all over the place. Disney, Disney, Disney. What does it mean? What does it represent? What do you feel? What do you experience when you read the word? Their brand is so freaking powerful because they have so much culture that's built.

They've got the swag, they've got the movies, they're telling stories literally through their movies. Then you can go and you can have the extra experiences, have the experiences all over the place. I'm going to go to the theme park, I'm going to meet the characters themselves real or not. I'm going to go over here and I'm going to find other ways to spend. Disney, Disney, Disney, Disney.

Can I go on a different cruise? Of course, I could, but there's a Disney cruise. Can I go to a different theme park? Of course, I could, but there's a Disney theme park. And they just expanded. Guys, their business model, and their value ladder is so freaking nailed down. Continuity programs were all over the place.

Ways for them to purchase more, annual passholder, that's an annual continuity program. You get a different experience with that pass. You get a different experience with this. Core experience, anyway ... Very fascinating.

It was funny, when we were about to go we realized that our little four year old had not seen hardly any of the movies that were going to be rides for. So, we had to go buy all the movies and watch a whole bunch of them.

We had to...

That's exactly what I'm talking about though is that when the brand is that strong when the culture is that strong when the stories. There's heroes to journey stories all over the place. That's all it is. Their actual movies are all about that.

I'm going to go leave ... You know you think about their movies, the protagonist leaves their home, they go towards this main thing but really there's this internal transformation. Cars example, Lightning McQueen, from Expert Secrets, that one's all over that.

But each ride was that...

They're trying to give you the same experience. You're the protagonist, you leave your freaking home, you go over to Disney, you feel as if you have this cool magical experience, actually what you had is this internal transformation, you're closer together with your family or you're closer with yourself.

Does that make sense? It's all throughout it, and it was just buzzing my nogging all over the place. And it is so incredibly important to recognize that. The biggest freaking brands on the planet, a billion dollar industries they're using exactly what we use also to sell seven dollar things.

Guys, hopefully, I was helpful. If you want to know how to get good at offer creation just practice it. I literally wrote out, I figured out their offer, I figured out the storylines, I used all the frameworks that I typically use to coach somebody for Disney.

And I'll go do that for like I said eComm, we'll do that for some retail thing, I'll do it for real estate. It doesn't matter. It's persuasion. This is Persuasion 101. Marketing, not selling, marketing. And it's not something that's taught often.

Anyways guys, hey, thank you so much. Hopefully, that was helpful to you and I'll talk to you later...

Whoa, thanks for listening. Please remember to rate and subscribe. Hey, you want me to speak at your next event or mastermind? Let me know what I can share that would be most valuable by going to SteveJLarsen.com and book my time now.

Let's dive into WHAT gets you paid. It's not the offer!...

Hey. What's going on, everyone? This is Steve Larsen. You're listening to probably one of my favorite episodes of Sales Funnel Radio so far. I've spent the last four years learning from the most brilliant marketers today.

Now, I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt? Completely from scratch? This podcast is here to give you the answer.

Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio...

What's up, guys? Hey, I know probably every episode is my favorite episode when I'm doing it. Anyway, this is one of the core reasons and ways to actually make more money...

What? Hopefully, that's an exciting topic for you. Hey. Next to me to my right right now, it's a chest. I've got a bunch of random stuff in there. Some guns in there. Frankly, it's extremely very thin, brittle chest. It's slightly painted green. There's these little latches on it that are all rusted out.

Frankly, it looks like a piece of junk. It does. For right now in today's value, you probably wouldn't get much for this, which is interesting. How many guys want to buy it? I would love to maybe ship it out to you if you guys want to buy it.

Anyway, that'd be really, really awesome if you guys want to purchase it. You're like, "What, Steve? Are you kidding me?" All right. Let me shift it up for you now. Let me tell you that this chest belonged to Captain Wayne Kartchner, an ancestor of mine.

This thing is old, guys. This is an heirloom. It's next to me. it's rusted out. I do keep a few things in it but it's next to me here. Captain Wayne Kartchner.

I've got several military members that have been in my bloodline, which is part of why I went into as well for myself.

Interesting. How many guys want to buy it now? Would you be shocked if the price that I sold this for after telling you that story would be a little bit higher? No. It wouldn't shock you, would it? It would not shock you at all that I'd actually charge more money for that.

Hey. I've got some pieces of dead tree over here. It's awesome. There's some blank ink on them. It's a book. Anyway, how many guys want it? Sweet. Sweet. Cool. You know, I'm going to sell it for 100 bucks. If you guys want it, just message me right now. Is that cool? All right.

What if I was to tell you that this one book has made me a butt ton of money and has actually given me the life that I have been wanting really, really bad? Cool. Is it worth 795? You guys get what I'm getting at? Hopefully, you are.

One of the questions I've been getting a lot lately...

Some guy wrote out and he said, "Hey. This is one of the topics I've been pounding on a lot lately for my coaching students." I wanted to be able to go in and I wanted to teach you guys the same thing. This is important.

This is very important...

What I want you to know is we're about offer creation. Offer creation and storytelling. Those are the only two things that I really care about anymore. Okay? Those are the two most lucrative skillsets I can even think of.

The farther I follow this rabbit hole down, the farther I've realized, the more I've realized that that's really it.

That's really it...

I don't have to be an amazing, creative individual with Photoshop. I like Photoshop. I don't have to be an amazing, creative individual with ... I don't have to know how to code. There's a lot of people that know how to do this. Okay.

I can outsource all that stuff but the thing that I cannot outsource very well is this whole storytelling offer creation piece. Why?

Why?..

Let me tell you a story real quick. A man walks down the street. It's actually an alley. He walks down the street. He's creeping. He gets shot and dies. Okay? Let me switch it up for you though and give you some context. It's a war zone and he's a soldier.

Okay? Huh? Right? In one second, you might think that someone was murdered. In another, you might think that they were just killed in the battle zone. Fascinating context. Context is everything. Context is what actually delivers value. Okay?

Offers is not where value is created...

I want you to know that. That's what I'm trying to tell you. I'm trying to help you guys. Look around at these objects that are around you. One of my favorite stories is a story of this violin. I don't know if it's true or not. It's a movie. You guys might know it.

This movie where this violin is being shown. It's at an auction. They're auctioning off this super old violin. Somebody's like, "Yeah. I don't remember the price once were but it was super low." Everyone's like, "Really?"

The auctioneer's like, "You only paid that much for it and no one would go any higher." Suddenly, this old gentleman just starts walking up to the front of the room. He takes the violin. In front of everybody, he starts to clean it.

He cleans the violin. He polishes it. He tunes it. He plays the most incredible song and just hands it back to the auctioneers and goes and sits back down. The offers for the violin go through the roof. Why? Context, guys. Story.

A story creates context for things. Okay? When we're thinking about offer creation and products and value and how to make more money, you have to understand.

Your offer is not what creates value. Offers do not create value. They deliver it. They don't make it. Okay.

They deliver it...

They scratch the edge but they don't make value. What makes value is the sales message. Okay? For example, a lot of you guys know that I'm religious. Here's a biblical example. There's a woman. She goes and she pays tithing. She gives away just two pieces of coin, whatever it was. I can't remember how much.

Some rich people next to her make fun of her because she only gave just a little. Okay? Now, from a monetary standpoint, she gave just a little bit. These other people give a ton because they have a lot of money. Christ, he's sitting on the side.

He says, "Who gave more?" Everyone said, "Well, the rich people." Actually, let's get some context here. That was almost all of her money. How much more worth were those coins that she gave?

Think about it in those kinds of terms. Think about it. Okay? There's a lot of things, objects, heirlooms you may be even given. For example, I go over to Cache Valley every once in a while. I've got family over there. I had no idea that one of my ancestors in I think, Sweden or Denmark.

I can't remember now...

I could say this if I wasn't recording an episode right now. One of my ancestors got on a ship and lived on a ship going back and forth between. This is in the mid 1800s. Going back and forth between America and England until he had enough money to get off the ship and he walked across America seven times helping people from the East Coast all the way over to the West Coast.

Back and forth, back and forth, back and forth. He did it seven times...

The guy was so intense and such a leader but a humble leader. No one else really knew. Anyway, they wanted him to settle in this area, Cache Valley. They wanted him to be the mayor. He said no. He did not want to be the mayor. They went in and they literally voted him to be the mayor without him wanting to be the mayor.

They made him the mayor. Okay?...

They called him to be the leadership and he did not want to be in it. He constantly fought back. The only way is because by public vote, they just chose him to be and they decided to be. He ran from it. He didn't want to be.

Now that I go into Cache Valley, that place means more to me. That means more to me. He settled part of that area over there. He helped create the towns and everything. When I go in there, it means more to me now.
Why? Context. Okay? Story.

I know the story now. I went and I saw his gravestone. That guy was a crazy entrepreneur. I had no idea until I learned that. That gravestone means a lot more to me now because I know the story. I know the context.

Value is created in story...

Story changes context.

Context is what creates value. When I sit back and I say, "Hey. Go get this thing called ClickFunnels. Go get this product over here.

I've got this cool product over here called Secret MLM Hacks. It's killing it. It's awesome. We have a lot of cool success stories. People are doing great in it." If I just go say that, you'd be like, "Oh, sweet. An opportunity for Steven to take my money." Right?...

If I start telling my actual story though, if I develop a sales message, if I use some frameworks that's meant to change the way that the people see the world, that people see the product, value is created in a sales message, not an offer. It's the reason I laugh so hard.

People are like, "Well, I would go selling it but I'm not done creating the offer. I don't think anybody will pay for the offer yet." I'm always like, "My gosh. That is not how value is created." Okay? Value is not created through the offer.

It is delivered through it but it's not created in it. It's created inside the sales message. Because the sales message delivers context. The sales message changes frames. It changes the blueprint of how we see the world, of how we see the object, of how we see the offer. Okay?

Get good at developing those stories. Get good at telling those stories. That's the whole reason why I keep trying to preach that just a little bit. I know I've pounded it hard in the past little bit but it's the reason why, too. I was telling them to go publish. Publish, publish, publish.

I know I'm a broken record with the publishing thing. Okay? I know I am but it's because when you publish, people see you differently. You are changing the context that they're looking at you with. How many of you guys when you first saw me, you're like, "Oh, yeah. That's the lead funnel brother ClickFunnels."

Without listening to this podcast, how many of you guys ... You guys didn't know much about me. You didn't have affinity for my brand and what I'm doing. You didn't. That's fine. I know that. I knew that.

Therefore, I publish. Does that make sense? Now, when I say, "Hey. I'm out at an event. Hey. I'm out on a mastermind. Hey. This is a sweet book." By the way, I'm writing a book right now about all the lessons I learned next to the desk of Russell Brunson.

Okay? It's freaking awesome. Okay? I'm so excited. My gosh, it's so good. It's 300 pages. It's really, really good. Anyway, you guys don't care about that though until I deliver context. Until I deliver context. I need you to know that. I'm just trying to help you understand that.

When you are developing your offers, when you're coming up with something new to sell, that's the reason why first, you start with the sales message piece...

You're going to have to figure out on a very rough draft 30,000 foot view level of what your offer is or an idea of what it's going to be. They don't make the thing until you know that actually turns money. It's not the offer that's turning money, okay? You don't get paid because of an offer. You don't. Okay?

You get paid because of a sales message, because of a sales letter. That's what gets you paid. That's the thing to obsess over. If there's any skillset I can beg you guys to go learn and be obsessive over, it is the skillset of telling stories.

Okay? It is the skillset of selling stuff. It's the skillset. Thankfully, one more step back on that ladder is becoming a good marketer. Because being a good marketer, you don't have to sell as hard, which is awesome.

At the core of marketing, it's storytelling. It's educating. It's educating with the intent that they go and purchase something. Okay? That's what marketing is. You're changing belief patterns. How do you do that? You're changing context.

You're adding context. You're taking away context. You're adding things to it so they look differently at an object that might otherwise be four pieces of thin wood next to me on the side, right here on the floor. You know what I mean? There's context with it now. I know that there's a story behind it.

I know that there is a story... People will pay more because now, they know the story. They know the context. They see the value. It's four pieces of wood that's pretty destroyed. You know what I mean?

Did the monetary actual value of this chest right next to me changed when I told you that story? Not really. No, it did. It's the same pieces of wood. It's not like it's an appreciating asset. It's this piece of wood right here. Why does it have a lot of value? Because of the context, because of the story that you now know.

When you're developing your offers, please know that that's not where you get paid. You get paid because of story, which ultimately is your sales message. Anyway, that's the whole point I'm trying to help you guys.

The products and offers, it's not where the value is created. It's in the sales message. The product and offer just delivers. It delivers on the value but that's not where the value is created. If you're having a hard time selling your stuff, number one, yeah, definitely.

Look at your offer. Maybe there's certain things in there that ... I don't know. It just sucks. The reality is, is that you could go in and have a crappy offer with a fantastic sales message. It's a classic example when you go and buy something on the internet and it shows up and it's pure garbage.

Why did that work? It worked because the sales message was amazing. It was incredible. The actual product itself was terrible. Okay? That's a two-step method of getting paid more. Just number one, bring it from a product and turn it into an offer. Don't sell products. Sell offers.

Number two. Man, make this incredible story. Make an amazing sales message because that's really what assigns value. I will never get rid of my ClickFunnels account. Never. Ever.

Why? Not just because of the money that comes from it, because of all the story. The stories that Russell tells where he goes out and he says, "Hey, look." I even saw it. When people, they had never used their ClickFunnels account ever. They just like the t-shirt because they liked the culture that's behind it.

They've got t-shirts. They've got the context behind why that t-shirt matters. Does that make sense? I'm trying to close you, guys. You guys getting this? Anyway, I hope that that is hitting home for you. This is such a huge topic and I'm trying to hit it straight between the eyes. Because there's a lot of people who've been saying this stuff to me lately.

They're saying this to me lately. All right?...

"Hey. I'm not done with my offer yet. Therefore, I cannot sell anything." It's like, "Well, that's not how things are sold. Yes, you can." All right? Someone reached out to me today and I can't remember who said it. Snippy is not the right word. They're very forward though.

How would somebody purchase something that's not created yet? When I say, "Hey. Go create a sales message and start selling before the actual offer and products are created." Somebody's like, "Who would do that?" Like, "Well, a lot of people do that that's why I've launched everything."

When we launched Funnel Builder Secrets, that whole offer went out there. Incredible offer. The offer wasn't made yet. We knew what it was but it wasn't created. We actually didn't put it together yet.

An amazing sales message put this together. We made millions of dollars off that thing before it was even done. Lots of money. The original Two Comma Club Coaching program secrets master class, when I was putting that together, we're selling that thing.

It wasn't a Two Comma Club before the thing was even done. Why? Because the value was already assigned. Now, the value was assigned, people were paying for it because the value was higher in perceived value than they were actually paying for it.

Then I could go in and I could just create it. I literally created it one week ahead of them. Who does that? A lot of people. I just listened to a sweet interview with Ezra Firestone and Ryan Moran. Actually, Russell sent it over to me. He was saying this exact type of thing.

Ezra Firestone does the same exact thing. He creates this cool sales message, makes sure that it sells. He sells to his Beta users for $1,000. The future people have to purchase it for $1500. That first Beta group helps him create the product that they purchased. That makes sense?

Anyway, I think I said that, does that make sense too many times. I got to start breaking up more trial closes. Anyway, I hope though that like I said, that's hitting home. That you guys are getting it. Okay? The ability to develop a marketing and sales message is so powerful. That is where value is created.

That is where value is assigned because it's where context is delivered. Okay? It's where context is given. We see the blueprint of the object differently.

Even though this water bottle in front of me, I used to backpack a lot growing up. There was this Nalgene water bottle that I had. That thing went with me everywhere. I took that water bottle. I don't know how many hundreds of miles I backpacked with that water bottle.

I would never get rid of it...

There was this value I had assigned to it. When we were backpacking to different areas, we ran out of water. We had to ration water and be a little bit scary actually. Different creek. That's the water bottle. For some reason, I don't know why. I won't get rid of that water bottle. I can't find it now.

That was a lot of years ago. Okay? For a long time, that was it. It was not just a piece of plastic to me. There was a story, lots of them behind that very water bottle.

Does that make sense? Sounds cheesy. Totally true though.

Completely accurate and applies to every object that you're selling. Okay? Find ways to deliver new context. Another way to say that. Find ways to break and rebuild belief patterns. That's what that is. Anyway, all right.

For fear of saying the same thing over and over again, just probably in this episode. All right, guys. You're all awesome. Appreciate you.

Go forth ahead and tell them a profitable story. Bye. Hey. Thanks for listening.

Hey, look. Can't decide what funnel you need or need more in-depth training on how to use your current funnel, find out which funnel you need at salesfunnelbroker.com and get your premium pre-built funnels and training today.

Most of us never said, "I wanna be a marketer" when we were 7. I'm come learn from Ed's persistence and watch how his new business is blowing up!...

What's going on everyone this is Steve Larsen and you're listening to Sales Funnel Radio. I've spent the last four years learning from the most brilliant marketers today and now I've left my 9 to 5, to take the plunge and build my million dollar business.

The real question is: how will I do it without VC funding or debt completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business.
Using only today's best internet sales funnels.

My name is Steve Larsen and welcome to Sales Funnel Radio...

Hey, how's it going everyone. Real quick, I've got a really special treat for you guys here today and before I introduce our special guest I don't know how long it was ago, maybe four, five, six months ago I was walking down the street with Russell in Vegas and we had just gone to some convention.

I don't actually remember what it was but we were walking down the street and there was a moment where he and I were chatting and I said, "Russell, is it interesting that we have the best of the best tools that have ever been available ever?

...The best of the best training. The best of the best coaching. The best of the best of all these different things. The insights. What really does it come down to, then, to a person taking action?"

We were chatting about that and I said, "I think it has to do with just belief. Just telling stories of people who are actually doing it. Telling stories of people who have actually gone through and figured it out and gone through what looks like is kind of the mire for a little while but really is not."

Anyways, I'm excited to have our guest on today who has done incredible things and, anyway, we were at a master mind right before Funnel Hacking live and this gentleman was here and I saw him, heard him speak, and immediately thought I've got to interview this gentleman.

Lot of respect for him even for just the brief amount of time that we were able to meet together. Anyways his name is Edward Bordi. Ed, how you doing man?

Ed Bordi: I'm doing great. Thanks for having me.

Steve Larsen: Awesome. Yeah, yeah. I'm glad that you're here. Thanks for jumping on the show with us.

Ed Bordi: Of course.

Steve Larsen: You were telling this story. You were telling a little bit about your backstory and it's what pulled me to you, to be honest. I don't know, led me to you, and I think it's inspiring for other people to hear.

...Do you mind sharing a little bit about your backstory and how you got into this whole internet entrepreneurship game?

Ed Bordi: Yeah, no, sure. Actually, it was about 10 years ago when I just stumbled into it really. I was working in a corporate environment, had a 9 to 5 job and my career goals for a long time, back then, were to climb the corporate ladder.

I had planned on becoming an executive in the company I was in and that's the path I was taking. My company had paid for me to go back to school and get my masters. I did some study at Wharton Business School.

I studied marketing and I was taking that path and in the middle of that process I had a situation happen at home.

My wife had, she had become ill. She had develop a chronic illness that had made her bedridden. Probably 80% of her day was stuck in bed and that put a monkey wrench in our whole life, really. My plans were the least of my worries as the point, it was just at that time just taking care of my family and I had babies at the time...

I had a like a five year old and a newborn when this happened. I put my career on hold and just was focusing on taking care of my family. I really wanted to do something more and especially now because of the situation that I had in my life.

I wanted to have more freedom because I ended up having to work from home full time to take care of my wife, plus do a full time job. I was always thinking, I really wanted to be able to, if I could, have my own business.

Maybe work from home, not have somebody else dictate my time and my hours and all that so I was always thinking about what I could do and I really had no idea at the time what internet marketing was or being able to have my own business for working from home.

I just had no idea...

I heard this ad on the radio. It was, I'll never forget it, I mean I can literally hear the guys voice right now. His name was Andy Willoughby and he had this program called the Three Step Plan. I listened to him every single day as my morning routine.

...You know, "Hey, this is Andy Willoughby and how in the world are you?" Anyway, that was the way he started his radio pitch and then he went off and he talked about ... Yeah. It was just, it was catchy and it was all about working from home.

I think months probably passed, I heard this radio ad over and over again and I just called him up one day. I'm like, "What is this all about?" It was no details, it was just, "Make money working from home, Andy Wilabee's three step plan." I called the number and a gentleman called me back.

...A guy by the name of Brian McCoy who ended up becoming a very good friend of mine and who is actually, today, probably one of the top money earners in one of the biggest companies in the direct selling industry today.

I think he's the number one earner in one of those companies today. I haven't talked to him in a couple years but anyway, Brian McCoy was an amazing guy. He ended up becoming a mentor of mine and I worked with him in the direct selling industry.

That's where I started but that was really me learning, it was a network marketing business and I learned selling, I learned talking with people on the phone and doing all those sort of things and I actually struggled for quite a long time with that business.

I don't think I actually made any money with it for probably six months or more.

Then, this is when I learned about internet marketing. Up until then I was just working with the network marketing and just cold calling people, generating buying leads. Calling them up, trying to sell them my product. I was struggling with that.

I wasn't really getting anywhere. I was learning how to do sales and call calls and I was getting better but I really wasn't doing well, and then one of the people. I was making progress. I think I had a few people on my down line at the time and one of the people in my down line came across this book by a guy named Mike Dillard.

I remember telling him, "That's not going to help you in your business. Don't worry about that, just ignore that. Just keep doing what we're supposed to do. Keeping having cold call line and doing all this stuff."

Then, I picked it up...

He gave it to me and I read it one day. I was intrigued. It was all about generating your own leads and creating a business of your own. Your own identity. Branding yourself and not somebody else and I really liked the idea and I just dove into that and I had some success pretty quickly, actually.

Just little bit of background on me. My background is technology. My job was in the IT.

I was a software developer, so for years I would develop systems.

...Yeah, so one of my software jobs early on, I developed an application that was a direct competitor to visual basic, so it's pretty cool stuff I was developing as a software developer.

Steve Larsen: That's amazing.

Ed Bordi: Yeah, and so I decided to build an online website to capture leads to generate for myself and Mike Dillard talked about this. I built a website, I wrote the code and I just literally typed in the HTML in my editor and did some code and some developing. Launched a website.

Steve Larsen: That's awesome, wow.

Ed Bordi: Yeah, it was a simple squeeze page. It was the first one I ever did. It looked just like Mike Dillard's example in his book and I started getting leads. People started to literally call me up and I was like, "Wow, this really works."

I was spending 100s of dollars on these leads that had no idea who I was, what I was selling and all of the sudden I created leads on my own and they were calling me up and I was ... They were qualified better because they knew who I was ahead of time and what my opportunity was.

That's how I got started and I tweaked it, and I learned it, and I ended up building ... I built a sales funnel is what I built. It was like a simple page. It was a squeeze page that linked to an A web or email autoresponder and I had a 10 day email sequence that I wrote and I just followed up with them, and they called me.

It was literally ... And I had a thank you page. It was a two step funnel. Squeeze page to a thank you page and email sold Mike's book. The offer was sell his book as an affiliate.

Then I called them up after they bought the book and I would sign them up into my program and I ended up doing pretty good with that. That's how I got into the internet marketing and, at that point, after I got good at that I totally just reinvented my business.

I was still doing network marketing but I didn't do the whole having meetings at my house and cold calling people. I was just using this as something I had learned.

Steve Larsen: That's amazing, first of all. You go through, you hear the ad, you see the model, you do the model and actually build out the squeeze page itself. Build out thank you page. What was that doing for you personally at that time, I guess?

Ed Bordi: As soon as I got my first lead I couldn't believe it. I wasn't making any money at all at that point, but I just saw that it was working and the fact that I saw that it worked. That I could put something up there, somebody would respond to it and buy without me ever talking to them at all.

I mean, that totally blew my mind. I couldn't believe that, that actually was possible...

Steve Larsen: So cool, wasn't it?

Ed Bordi: Yeah. I literally was so excited I became obsessed with it. I was like, "If I was able to do this. Even just like this tiny little success that I had. If I really got good at this, what could happen?" I just knew the possibilities were endless and that's what I did. I ended up just really diving into study.

I mean, I ended up buying stuff from other people. Perry Marshal taught a Google AdWorks course. I bought all his stuff. I learned about Dan Kennedy and I started buying a lot of his stuff.

Steve Larsen: Nice.

Ed Bordi: Everything that Mike Dillard put out, I literally bought every one of his courses and devoured them and implemented them and I ended up doing really well. It was probably six months after that. After I started studying I managed a good business at that point.

I was actually making money now. I was probably making close to 1,000 dollars a month at that point. My business, which was really good, especially when I was in the negative before I hadn't earned all this stuff.

Then, what really changed my business back then was Dan Kennedy talked about, and Mike Dillard too, this idea of magnetic marketing.

It really, it's just attraction marketing where instead of pushing your message out to the world and just hunting down leads is you create a persona for yourself and people are literally attracted to you and you don't have to do as much work going out and hunting down people to be customers.

They just come find you because you've created this authority ... You've elevated yourself to somebody who is in authority.

I just, I liked that idea and I wrote a book and it was based on my six months of the success that I had at the time and because I was a software developer I built a replicable system. It was like an affiliate marketing system, basically. People could download.

It was a free download...

They could download my book for free, which was my front end offer and then they would get free access to my system and then in the system they would basically get a complete funnel built out for them with all their information just built into it. They could just promote that.

...I built that whole system and I ended up doing my own ... Now they have this dream 100 idea. Back then I learned the idea, it was called sneezers. Seth Goaden wrote about it.

Steve Larsen: Yeah, yeah. I know about sneezers. Seth Goaden's the man.

Ed Bordi: Seth Goaden called those people sneezers and those are people who are really highly influential people in your market who, if you can get them to buy into your product then they'll do all the work of promoting it for you and then you just need to work on dealing with them.

Same idea as the dream 100. I did that, I got all the people in my upline who had a lot of influence and could start promoting my book and my system. I literally, once I did ... I think I had 1,000 downloads in one night.

I, literally, this was just a couple months after I still was struggling. I just, literally my head was spinning at the time and I was just still figuring things out. Nothing was, I mean the system was a little bit buggy and nothing was perfect but I was just working through it.

Learning and making progress. I just got to experience all those things and it was just a lot. I remember just enjoying every minute of it and I was hooked.

I was just hooked on it...

The great thing is, I was able to, I studied really hard and I implemented and the thing that worked is I studied really hard and I implemented what I learned right away. I think that was the reason that I had success. I didn't just sit on ideas. I put what I learned into action immediately and it's surprising. If you do that, you can get results.

Steve Larsen: Yeah. You actually do with your are learning for sure. What kind of stumbling blocks did you hit along the way, though? I mean, that sounds, that's amazing and someone who's listening to this might think like, "Oh, man. I could just put the stuff together and it'll work."

Ed Bordi: Yeah.

Steve Larsen: Certainly it can but what did you hit along the way?

Ed Bordi: Yeah, no. Seriously I hit a lot of stumbling blocks. First of all, those are the successes.

Steve Larsen: Sure.

Ed B

ordi: The issues that I had along the way were when I first built my website, my first version of it, it looked terrible and I don't think anybody ... I think I spent 100s of dollars on Google AdWorks and I don't think I got anybody to opt in.

It's just a process of learning and testing

and tweaking and then going over and over again. It's a very frustrating process but because I stuck to it and I just didn't give up. I think that was they key, why I had success.

I just didn't give up...

I knew it worked, I've seen other people do it and make it work and I was just going to make as many iterations and as many tests as I could until it worked.

I probably went through, easily, 20 or 30 different versions of a squeeze page or a funnel at the time before I got one that worked.

I mean, that's, I mean literally ... That was 10 years ago before there was anything like ClickFunnels. This was me, literally, building them out. It would take me two days to write one of these.

Steve Larsen: Just for one page?

Ed Bordi: Just for one page, to build it out, to make sure it's all working and tested and then get it up and running. Then it would just totally flop and then I like, "Okay," then I would throw that out and then I would just start over again. That was definitely one of the big stumbling blocks for me.

Steve Larsen: I mean, how much time, I guess, since you started that to the time when it all started clicking?

Ed Bordi: Yeah, I think I just learned about it and I just started putting things into action. I had a couple wins right away but I think they were just lucky things. Like I was leveraging Mike Dillard's systems so it was an established proven system at the time. When I was doing that, that was easy...

Easier, excuse me. It wasn't easy because I had to learn how to do the AdWords. You had to ... It's not just the technology part too, and understanding the steps. It's all the stuff that the supporting systems and processes and steps that you need to do.

To have a successful squeeze page it's not just putting up some HTML, it's understanding who your customer is. It's really understanding the psychology of the person who's looking at your page. It's having the skill set to know what to put on the page.

What's the copywriting supposed to look like? What's the headline supposed to say? That, it wasn't just the technical piece of it and the steps. Squeeze page to a thank you page and some emails.

It was understanding who the customer is and knowing how to word your emails and how to word your headline and that was a lot of study too.

I mean, I was literally devouring books. I was reading a couple books a week, probably, and I was reading them cover to cover and then I would go back and reread them. I remember, I was really into Dan Kennedy at the time and Mike Dillard, and a couple other copywriters.

I would literally take Mike Dillard's sales letter and I would read through it, every word, and then I would take it out and I would literally write it. Rewrite his sales letter just to internalize the process and I did that.

I would rewrite the best sales letters that I could find. I would do that over, and over, and over again and I think that was one of the biggest things that helped me because the technology piece. You know, anybody can just throw up a website or hire someone to throw up a website.

It was really understanding the psychology and the copywriting is really what helped me get better and I struggle with that. All those first 20 versions I was telling you about. It wasn't just necessarily the page, it was the message wasn't probably right was the issue. That was something that took quite a while to figure out.

I'm even today, 10 years later, I'm still trying to refine my ability to deliver the right message. It's a process and that was the part that was the hardest. I struggled with getting leads initially because of the process of figuring out the right messaging.

Steve Larsen: That's fascinating that ... I wish more people do what you just said that you did. I just want to point this out to everyone who's listening because right now behind me I've got sales copy literally printed out across my floor that I laid in a row. I'm marking it up and I'm going all over the place.

...Some of the first sales copy I ever learned how to actually write I, by hand, transcribed it and rewrote it and reread it and did it in front of the mirror. I loved that approach to it. There's no other way, in my mind, it's one of the fastest ways to shortcut process of learning this stuff.

Ed Bordi: I agree with you. I mean, I think that may be, people have asked me why I've been able to have some success with selling and with the writing and the copy that I've done and I think it's probably because of that. As I said, I really, I followed a lot of different copywriters and one of the things that I picked up early on was this whole idea of swiped copy.

I have a massive swipe file. I have boxes and boxes of literally junk mail and sales letters that I've printed out and advertisements that I've grabbed off the internet and I've printed them out.

Whenever I'm writing anything, I dig through my swipe copy and I find something that's similar or relevant and I take good ideas and I mix different pieces of that version and that person together and that's how I end up writing most of my copy but it's a process, and it really helps you internalize what works.

Steve Larsen: Absolutely. Ed, could you tell us what you're doing right now? What is that's taking your time now, business wise?

Ed Bordi: Yeah. Right now I am growing my business three different ways. Well, first of all, I should say I still have a full time day job. Although I don't probably need to keep it, if I didn't want to, I'm making enough from my side business right now to quit my job but I'm keeping it mainly.

Well there's a couple reasons...

First reason is, it's a good story because the people that I'm trying to help probably already have some side of an existing career or a 9 to 5 themselves and I wanted to be able to show them that you can do this.

Look, I'm still doing it. I have a full time day job and I was able to double my income on the side.

Steve Larsen: Yes, so for that.

Ed Bordi: Yeah, and I can do it then you can do it. Not only do I have a full time day job, but I'm still the full time caregiver for my wife. I still have two kids. I do all the cooking and the cleaning and the shopping and the running the kids back and forth, and I run a side business at the same time.

That's currently what's on my plate and my business is this. I have a marketing agency and some of the services I do for my marketing agency are if companies are startups, they have this idea but they don't know how to develop that idea into a real business.

I will help them write a business plan and then put that, crystallize their ideas and put it into a clear plan and a strategy to implement. A lot of times, companies that I work with or the people that I work with, they want to launch a brick and mortar business.

Not always, sometimes they want to have an information business or an internet business too. If they want to open a brick and mortar business, I have from when I went to school 10 years ago, I learned how to develop business plans and actually get funding from different places.

One of my recent customers I helped them, I wrote a business plan for them and we secured one and a half million dollars to launch a business for them.

Steve Larsen: Wow, congrats.

Ed Bordi: Yeah. That was one of the services I had and then once I launched, I helped ... They developed this relationship with me, I helped them get their funding and now they had the money to start their business and they naturally wanted to hire me because we built this relationship and they know me, and the like me, and they trust me.

What I'll do, is for that business and for other customers, if I get them funding the next step is to hire me to actually do your marketing for you.

My marketing agency is like a full done for you type services. I will do everything for them and there's various services from figuring out, getting their websites up and running and redefining their sales processes, and making sure that they have the right messaging and whatever it may be.

That's what I'm doing right now. I have two customers and both of them are brick and mortar businesses where I help them write their business plan, get funding, and launch their businesses and they hired me to do their marketing for them.

I also have a growing coaching business. If somebody wants to, they have their own business but they don't ... They want to do it themselves, they can hire me to help coach them through the process. That is another part of my business that I have as well and I'm mainly focusing on, I'll help anybody...

Any kind of a business that needs help, but I've been focusing on people who are just transitioning from an idea to a business. Mainly startups is who I'm focusing on helping.

Steve Larsen: Right, sure, sure. Now, I know hindsight is 20/20. We always say we could go into the future and look backwards a little bit. Just you've obviously going at this for quite some time and then all of a sudden it hit and things are happening and things are starting to fall in place.

You've got the cash flow coming in and what road blocks, when you look backwards, what road blocks do you see that you realize, "Oh man I totally could've side-stepped that?"

Ed Bordi: Absolutely.

Steve Larsen: You know what I mean? What might some of those be if you were advising someone else?

Ed Bordi: Well, I went from how I started to where I am now, but there was a whole middle area there where I had a lot of struggles. I mean, I literally, when I first started out and I told you my story. How I was having all that success?

Steve Larsen: Right.

Ed Bordi: There was a point, back then, where it became so overwhelming that I didn't know how to handle it and I literally just dissolved my entire business. I just couldn't do it. It was way too much on me because I had the job and I had babies, and I had to take care of my wife.

It was just, I literally was just completely overwhelmed...

I was doing everything myself. I was building websites, I was getting customers. I was coaching customers. I was creating products, I was writing books. I mean, I was doing everything.

Plus, I had a full time day job, I was raising a family. I think that was a major ... I just was not handling, just the operations of my own business properly. I didn't know how to just get help.

I didn't know how to outsource. I didn't know how to be efficient with just the things I do from day to day. I really, really struggled with that and it destroyed my business. I literally went from having a very successful business years ago, to just giving it all up and making nothing.

I went back to just doing ... I said, "I just can't take it anymore." I dropped it all and I just went back and did just a regular full time day job. I think the main reason was I tried to do everything myself and I didn't look for help. I didn't outsource any of the work. I didn't have a coach to tell me what I was doing wrong or help me course correct if I needed it.

I was just inefficient with my time and I had a lot of fear in me that I was afraid that because I had so much on my plate that I was not only going to disappoint my customers, that I was going to just ... It was just going to be too hard on my family as well.

I just had all these worries and fears and it just became too much so those are some of the things that ... Those are some of the reasons that I stopped before and I decided recently. In fact, by the way the success that I'm having right now with my business. The coaching clients that I have and the marketing clients that I just told you about.

Steve Larsen: Yeah.

Ed Bordi: All this happened within the last few months.

Steve Larsen: That's great.

Ed Bordi: I did not even have a business until October. October 31st.

Steve Larsen: That's awesome. That's how fast it can happen.

Ed Bordi: I literally just decided that and there was a lot of stuff that happened in between but I always wanted to do something but I wasn't quite ready yet. I just decided that if I was going to do it, I needed to fix the few things that I just told you about, that I did before wrong.

Steve Larsen: Right.

Ed Bordi: I needed to make sure that I had a way to do it without completely getting overwhelmed. That I had, I learned how to be more efficient over the years or some other things that I did to help with that. I started to reach out to my network. One of the things, actually, I think that helped me more than anything was just making sure that I was around people that thought like I thought.

Steve Larsen: Yeah.

Ed Bordi: People like yourself, Stephen, and just other entrepreneurs who have a positive attitude and do what the right thing is and are not the people who want to blame other people for their failures or mistakes. But they're really just, they take accountability for what they do and they're positive.

Those are the things I needed to make changes with and once I figured out how to fix those things, then I was able to ... Decided that I was ready to start up again.

I will say, today, that not much has changed in my family.

My wife is still sick. I still have a full time day job and my business, today, is bigger than it ever was and I don't have any stress. I won't say that completely. There's always a certain amount of stress ... but I will say that it's not ... The troubles and the worries that I had before, I'm not really dealing with them now.

I'm feeling happy and confident and I have clarity in my business and I'm not overwhelmed because I do have help.
I'm outsourcing things that are not things that I, necessarily, have to do.

Steve Larsen: Is that what the difference is when you say happy/confident? Is that the big difference? The outsourcing part?

Ed Bordi: I think it's just the difference is, I made sure I surrounded myself with a network of people who are already where I want to be. I hired a coach to help me. I made sure that I had outsourcing in place and I started surrounding myself with people like myself.

Where in the past it was just all the people that I was surrounding with, maybe people in my family, or friends around me that just didn't understand why I was working that hard and doing that. I can't blame people. Not everybody has the same ideas and vision that I have, but if those are the only things you hear, sometimes you start to believe that maybe it is too much and maybe you shouldn't be doing those things.

I made sure that I had the right people around me this time...

Steve Larsen: Right, right. That's so key and for such a long time I wasn't quite sure if that was ... I didn't know if that was fluff or if that was real, either. It's so funny, I've experienced the exact same thing you're talking about.

Where you jump out, you do stuff on your own, and then you turn back around and you realize you're either sinking or you can't handle it all, or there's ... And, man, proximity of power. Getting close to those people who are the coaches, who are the right networks, who are ... There is so much to that.

Ed Bordi: I would actually say that, that may be the one thing above all other things that I changed, that helped. It's just knowing that you have somebody to lean on if there's a question or a problem.

Steve Larsen: Right.

Ed Bordi: Sometimes no matter how sure you are and confident in yourself, it's always nice to bounce ideas off of somebody else. It gives you that extra bit of confidence and belief. I think that was one of the biggest things for me, for sure.

Steve Larsen: It's so huge. Well, Ed, what are you hoping to get done in the next three, six months? Where are you hoping to take it?

Ed Bordi: I am hoping to, I doubled my income in the last couple months.

Steve Larsen: Woo hoo.

Ed Bordi: I'm looking to double it again in the next six months, at least. I have a plan to get there and I'm actually very confident that it can happen. I have the systems in place. I have the people in place to help me scale to that level.

To me, at this point, it's just a matter of doing the work and because I really enjoy helping people. I mean, I literally, one of the things that I love to do. I love the systems and I'm a technology guy. I can get so excited about building funnels and software and stuff.

Steve Larsen: Yeah, you're right at home.

Ed Bordi: Yeah, I love that stuff. As great as all that is, there's nothing like helping somebody change their life. I mean, it's literally, it's an unbelievable feeling of somebody really wants to make a change in their life and if you're able to help them get there, that's pretty neat.

...That's what I'm excited about doing and that's my goal over the next few months. I'll probably keep my job.

I don't have any plans on getting rid of it, but if at some point this year things progress the way I hope then I guess I'll see about that but right now I don't have plans of quitting my job.

Steve Larsen: Yeah. That's not an end that I usually rush to.

Ed Bordi: Yeah.

Steve Larsen: Make sure that it's going for a while. Yeah, totally.

Ed Bordi: Yeah, I want to make sure ... To me, it just makes a lot of sense that if I could build my side business. Instead of just taking all that money and buying all kinds of fun toys. I have a family and I have a home, maybe I'll pay off my mortgage. Maybe I'll put a bunch of money away.

...Maybe I'll pour a lot of it into my business to help my business grow even faster. If I have a job, I have some of those options available to me. If I don't, then I'm maybe putting myself back in some of those stressful scenarios that I was talking about before. I'm not in a rush just yet. I'm just leaving that open as an option.

Steve Larsen: Sure, sure. Absolutely. Ed, I want to thank you for your time here. Where could people reach out to you or find out more about you, learn from you?

Ed Bordi: I have a website. It's edwardbordi.com and on my website and on my website you can see all the different things that I'm doing. I can help people with business plans or I can, if they need coaching I can help them with coaching. I also, I am available to speak and whatever.

If somebody needs help with their business in various ways they can learn about those things on my website. I also have a URL, it's called startup and you can get there from my main website too.

That's my coaching program for startup companies...

Steve Larsen: It cut out for a second there. What was that? It was startup what?

Ed Bordi: Startupsuccesspath.com.

Steve Larsen: Success path. I'm just writing it all down. Okay.

Ed Bordi: Yeah, and that's where you can learn more about how to start working with me if you want to join my coaching program.

Steve Larsen: Awesome. Sorry, go ahead.

Ed Bordi: Yeah, so those are the two ways right now that you can get a hold of me and basically what I'm doing right now is trying to find people who are just not sure where they want to be with their business or they know where they want to be and the don't quite know how to get there. They can either hire me to help you to do the work for you, or just come alongside of you and be a coach.

Steve Larsen: Awesome, awesome. Well, hey thank you so much. I appreciate your time here and just going for it and staying with it. That's really, when it comes down to it, just firing a lot of times. Eventually something starts to stick and I think at the crux of it, that's just really nice to hear and see others doing that.

Thank you so much for your time, for your inspiration as well here and appreciate it.

Hey, thanks for listening. Please remember to rate and subscribe. Got a question you want answered live on the show? Head over to salesfunnelradio.com and ask your question now.

Noah Lenz: I'm doing great. Awesome to be here today on Sales Funnel Radio.

Steve Larsen: It's good to have you. It's very good to have you. That time when you were dancing circles around me while I was building these funnels live. I was like man, who is this guy? This is awesome. I was like whoa. That's incredible.

Noah Lenz: Yeah, I listen to the show all the time. I'm at school and it's like new Sales Funnel Radio episode. I'm going to listen to this at lunch. Okay, good, good, good. I don't need to wait until I get home. And it's so awesome to actually be on the show right now. I always listen to it but to be on the show, it's just amazing.

Steve Larsen: You're an inspiration. And I know that every person is going to be ... will kill me if I don't ask the question, how on earth did you get started doing this? This is not a normal thing for a 12 year old to do? It's amazing.

Noah Lenz: That is literally the most common question I get asked.

Steve Larsen: I'm sure.

Noah Lenz: In terms of the whole entrepreneurship game, I'm not really sure what drew me to it entirely. But when I was about eight-ish, I really got into the business of making websites using WordPress and all that.

...And I eventually, my dad's like you need to start making some money off this, start doing it for some other people. My first one was actually for a political candidate in the local area. And I made a website for him and all that.

And then, about a year ago I saw video from who is now my good friend and mentor, and I actually build funnels for him, Caleb Maddix. And everybody needs to read the book Dot Com Secrets. And like okay, I'll go do it. And it turns out we already had the book on our bookshelf so that night I literally ... I could not put the thing down...

It's like oh my gosh. You can have a one click upsell. You don't even need to type in their credit card. Oh my gosh. And I just got so, so into it. And eventually, I'm like how can I do this? Hmm.

And I had ideas going in my mind about what different funnels I could build. But I was never crazy about it for a while. And then, eventually I remembered that a while back I had done a website for this political candidate. And I'm like I really liked doing websites for political candidates. It's things that were kind of easy to deal with. It's the same type thing.

I need to get serious about this...

So I was thinking how could I do this? I could send out stuff in the mail. I could maybe hire somebody to code comp. And then, I remembered Dot Com Secrets. And I'm like, whoa, I can make a funnel for this. So that's how I basically got started with the funnel game and ever since I've just been obsessed with it.

Steve Larsen: That's incredible. That's incredible. So you go through and you read Dot Com Secrets. That is so interesting to me that you did that. As you've been going through and building this stuff and putting all these things together, first of all, you said something that I thought was really, really interesting. You said that your dad eventually said hey, it's time to go try and make money with this.

...That's very wise for a parent to do that. What was your reaction when he said that?

Noah Lenz: Well, it wasn't like full intensity but just one day I remember this vividly. My brother and my mom were at some sort of play or something. And I was at my dad's office. And he was like so you make these websites for other people.

...Are you doing it for fun? How about you think maybe you could get something going here. And I'm like oh wow. And I just was like you know, rather than sitting around all day and playing video games, I just got it going.

Steve Larsen: That's awesome. That's awesome. And did he ... Was he able to help you on certain things? You seem like you're just full steam ahead on your own and don't really need ... No one's pushing you along to do this.

Noah Lenz: Well, he gave me the resources.

Steve Larsen: Sure.

Noah Lenz: We always joke around about he taught me how to use cPanel wrong or something. But he gave me the resources. He gave me all the resources that I needed. And then, he taught me a little about what to do here, here, and there. But after he gave me the resources, honestly I just watched YouTube videos, read books, listened to podcasts. I just mostly learned it on my own but if it weren't for him introducing me to the resources, I wouldn't be where I am to.

Steve Larsen: What's your favorite part of the entire funnel building process itself? What do you like to actually do with it?

Noah Lenz: Oh, in terms of my favorite type of funnel.

Steve Larsen: Yeah, type of funnel or is it the building or do you like writing the copy, the sales message?

Noah Lenz: Honestly, it's the offer creation. The page building's cool. But I like the offer creation figuring out okay, we have this, what else can I give? What else can I give? What else can I give?

...To make it as awesome as possible but really all around I like just doing webinar slides. I love doing webinars. And then, I also it turns out I'm really good at high ticket funnels so I need to do some more of those. But I like the high ticket funnels but then I also like webinars and offer creation.

Steve Larsen: That's amazing. So high ticket funnels and webinars. And I saw recently, you've been really active on Instagram.

You've been publishing like crazy...

You're probably one of my best students ever from the podcast. You're actually doing all of it which is awesome. Now when you're doing webinars, you just barely did one. What is it that you're selling now? What are you doing now?

Noah Lenz: Okay, so right now I need to get more focused and one of Russell's ... Actually, the very first one he did at Funnel Hacking Live has helped a lot with that. But on the most recent webinar I did, I think I mentioned Caleb Maddix earlier, but he used to have a program called Summa Success.

And he also did it with somebody called Emily Shay. And it went great. I think you actually built the funnel for that originally, the webinar, didn't you, Steve?

Steve Larsen: I think so. It might not be the same one but definitely did a while ago.

Noah Lenz: Yeah, on like Funnel Hacker TV or something.

Steve Larsen: It was a long time ago. I don't remember honestly.

Noah Lenz: Yeah, no problem. But you built so many funnels that it's just crazy. So he had all this content for Maddix book clubs, Summa Success, YouTube channel. And he was spending crazy amounts of time on it when it was really just a trip wire kind of like Funnel-U or just like a middle offer.

...And he was spending a ton of time on it. And he also had a publishing company at the time which he was spending just as much time on. And the publishing company was just far exceeding his expectations.

And there were a whole bunch of problems going on with Summa. So he had to shut it down. But it was driving me nuts because I was like he has all this good content but we're just not doing anything with it.

So I talked him in kind of like what you did with Secrets Mastery class to taking all his content and putting it together in chronological order and getting that all like first, in order to do this, you need to do this and this.

So I got it all together in one huge membership site. Got it all mapped out on a spreadsheet, plugged it in and all that. And there's hundreds of lessons in there. But the goal is to help kids become successful and all that. And so, that's what the webinar is for right now.

Steve Larsen: That's incredible. So you built ... Oh my gosh, I'm just blown away right now. You're probably the smartest kid I've ever met in my entire life, Noah. That is so, so incredible.

Oh my gosh...

So you went through ... You put his content in an order that's more easy to consume and actually apply and do stuff with.

And then, you built a webinar to sell it.

Noah Lenz: Mm-hmm (affirmative).

Steve Larsen: Congratulations man. It takes the rest of us adults a while just to do that alone. That's really, really ... You should be very proud. I hope that you are, man. That's incredible.

Noah Lenz: And the goal with that was we actually code named it Project Passive Income. So the goal of this, we just wanted to take all the content that he already had and then basically just put me in charge or actually selling it. So that's what we've been doing.

Steve Larsen: Now what kind of roadblocks have you hit along the way as you've been doing this?

Noah Lenz: I've hit a lot of them. Not huge things but one of them is at first, to be honest, I was very hesitant to actually want to use ClickFunnels.

Steve Larsen: Sure.

Noah Lenz: I was like that's $97 a month. Blah, blah, blah. False, belief, false belief. So I'm like ugh. But eventually, it's like you know what, I need to get this out there but I don't want to use ClickFunnels. I don't want to use WordPress. I know, I'm going to use Leadpages which I now call Loki Pages.

So I sign up for Leadpages, $25 a month, four times cheaper. So I signed up Leadpages and I get in there and it was not good. I get in there to Loki Pages and I'm starting building out my thing. And I say, perfect. Now it's time to go do the checkout page. Perfect. Great.

So I go in there to the checkout page and it says checkout page is not available unless you upgrade to the whatever a month plan. And it was more than ClickFunnels. And I'm like ah! But I don't want ClickFunnels. SamCart, what about SamCart? So I go run over to SamCart. $25, perfect. As much as Leadpages. Go over there. What do you mean my landing page can only have 100 characters?

Come on now. Well, 100 character landing pages sell better. Okay, sure thing.
I just got so tired of it and I ran over to ClickFunnels and it was the best decision of my life.

And I wish I would have just saved myself that time and all that and just originally went with ClickFunnels. So that was the main one.

Steve Larsen: That's incredible. Noah, that's amazing. What other kind of things do you run into? You like the offer creation piece. The actual building of it obviously I'm sure. What are you doing to get traffic to your stuff right now?

Noah Lenz: Traffic. That's been a major roadblock for me in terms of initial question. But I have been studying traffic like crazy lately. So I am doing a lot of Facebook ads. And what I found out is I'm not very good with the actual conversion type, traffic type.

We need a 2.5 frequency with a $17 ad cap or whatever. I don't understand all that. But I'm fairly good with the copy and just the actual ad type. So right now I'm figuring out how we can take Facebook ads to the next level and all of that.

But I've just been running my own but I'm looking to hire an ads manager where I deal with the creative piece. They deal with all that. And then, I've also been for Summa Success, I've been working on Dream 100 strategy for other big players in this spot, in this space. And that's what I've been doing a lot of. Getting cool gift packages together.

And then, also you can never underestimate the power of events. You can get a ton of traffic into your funnels just from going to events. So that's what I've been doing a lot of too. And I've also ... I used to do a lot more Google Ads. I'm not a huge fan of Google Ads but that's mainly where I've been getting my traffic.

Steve Larsen: That's awesome. I'm going ads. Facebook, I'm not honestly ... I don't want to learn how to do that stuff. I can write the copy, the hook part, all that stuff. I love that part.

Noah Lenz: Same here.

Steve Larsen: But the mechanics of it, it's like oh. I'd rather do Dream 100 stuff, things like that.

Noah Lenz: Exactly.

Steve Larsen: Now what are you doing for traffic as far as going to events? That was kind of interesting.

Noah Lenz: So whenever I went to Funnel Hacking Live, I had this funnel built out. And it was a funnel and it was basically like a home page funnel if you guys have ever heard of that. But it was only for Epic Shell attendees. And so I had something on there and it's like, do you want this exact funnel for yourself?

You can get it for only $47 or whatever. And so, it was also just a great list grower. And a lot of it too is just networking and then you can get connections there and then later on, you can go back to those people you know keep providing value, helping them with everything.

And then later on, you can say hey, I have this real special offer I think would be great for you. And then, also I went to one of Caleb's entrepreneurial retreats a while back and there's a couple people there that are on a waiting list right now wanting me to build their funnels around. So that's what a lot of it has been.

Steve Larsen: That's awesome. Thanks for sharing that. You know I wanted to ... I mean, it's no doubt that you're going to be successful in this. I'm sure you already are which is awesome. As far as looking back to again what got you where you are, what are the books or the courses of the educational things that really helped you get where you are? You know what I mean? If you were to sit down, this is something I'm thinking of right now.

Wow, I wish ... My little girl is four years old and I hope so much that in four more years I can get her going on these kinds of things too. You know what I mean? What kinds of things do you think I should indoctrinate her with, I mean, teach her, that would help? You know what I mean? As a parent, what are the things you look back and like thanks dad, that helped me a lot.

Noah Lenz: Really, it would really rather than waiting, just actually doing something and just going forward with it. And then, Expert Secrets, obviously. I've read that book I don't know how many times now. Dot Com Secrets. And then, also the Funnel-U Gift Package.

That's an amazing, just an awesome package that has a lot of stuff. And then, of course, we also have the Funnel Hacks membership. And just that alone has so much content in there that you can easily be successful with it.

Steve Larsen: That's awesome. That's awesome. And where do you go to keep learning the information as well without getting overwhelmed? How do you choose what to learn and what not to learn?

Noah Lenz: Okay, so more or less, I listen basically ... I listen to you, Dave Woodward, and Uncle Russell, as I like to call him.

Steve Larsen: Uncle Russell, nice.

Noah Lenz: Caleb calls him Uncle Russell all the time. And somebody the other day was like no wonder you're so successful, your uncle is Russell Brunson. Anyways, so I basically I study a few other players in the business game but I mainly just study you three. And I just study everything you have out there.

Russell, some days I constantly reload my Instagram like every five minutes just to see if he's posted a new story. I have a zap set up so that whenever he posts a new YouTube video I get a text. So I like crazy study his stuff. And Funnel-U obviously, whenever the new edition comes in the mail I rip the package open, read it right away.

And then, I'm also just always go back and study his old stuff. I got the little marketing in your car MP3 drive and I'm listening to all 257 episodes like crazy. Just going through trying to take away little nuggets. Rather than getting overwhelmed with a whole bunch of gurus, I just study deeply with a couple of them.

Steve Larsen: I think that's really key. I think that's really smart. And I'm noticing more and more, just drinking really deeply from the two or three you love and broadly from the rest. I absolutely love that.

What do you think is driving you to do this? You know what I mean?

Noah Lenz: I think it's more or less the impact because especially with Summa Success, that's what helped me. And I know that if other kids can get that, it's just amazing. But just also at the end of the day, I just love marketing too. Marketing is my favorite thing on planet earth other than my family and God and all that. But marketing, I love it.

Steve Larsen: That's so cool.

Noah Lenz: I'm so obsessed with it. So that's a lot of it.

Steve Larsen: That's so cool. I will never bash public education or anything like that but more and more and more, it's no longer enough to actually make a real difference in the long run for how to actually make money. So I think it's really amazing that you've dove into it this early.

And honestly, with Summa Success and you basically are bringing in your own students. Other kids, students that you're teaching. You're helping them be successful as well. That's awesome. I'm sure that's fast tracking what you're doing as well.

Now what advice would you give for somebody who just, I don't know, they just feel kind of stuck. They see what could happen but they're like oh, I don't even know where to start on this.

Noah Lenz: Well, what I would do is I wouldn't try and be perfect at first. I would just get your ClickFunnels account. Don't try Leadpages. Don't try SamCart. Get your ClickFunnels account and go sign up and literally make a webinar funnel.

Or just read Expert Secrets, Read Dot Com Secrets, and Brenda and Calen, what they did was they would watch a video for like 30 seconds. Stop it. Go do it. And you should do the same thing.

Read Expert Secrets. Do a webinar. Okay, let me ... I'll sign up for Funnel Scripts here. Enter my stuff in. Oh perfect, got a webinar. Let's run some traffic to it. Boom.

So I think other than just being obsessed with it, of course, I'm a huge Russell fan.

I study him like crazy. But don't wait six months to study and then execute. Just execute and then keep studying along the way.

Steve Larsen: That's incredible. That's incredible. Well hey, what's coming up for you next? What's the next thing that you want to go do?

Noah Lenz: A few months actually ago, my teacher has this thing called self-paced math, my math teacher. And I'm like that's cool, whatever. And I really liked it actually. I liked it better than the normal math.

But she was using this Google site and all that and so I was like this needs to be a ClickFunnels membership site. So I went in and I spent like a week building it out in ClickFunnels and then, I came in and I showed it to her. And I showed her that and it's funny because she was like ... There was another teacher there and she was saying wow, that's awesome.

And then, she somehow, I don't know. I messed up. Got caught off guard. She asked me about my ClickFunnels stuff and whatnot so I must have said something about that, I don't know.

But anyways, so then she's like ... What's funny though is there was this science teacher there also in the room and he's like awesome soft skills. And then, we had a science presentation and he didn't want me to use the perfect webinar.

Steve Larsen: Are you serious?

Noah Lenz: Well, that's how I convinced her to use this math program.

Steve Larsen: You're putting your school presentations into perfect webinar format?

Noah Lenz: More or less.

Steve Larsen: That's awesome. Do you trial close all the way to get an A?

Noah Lenz: Exactly what I was going to say. Does that make sense?

Steve Larsen: Does that make sense? It does, yeah. Oh man.

Noah Lenz: I'm glad you think that. Do you do that in your webinar?

Steve Larsen: Noah, that's incredible. So somehow your teachers are finding out about what you're doing behind the scenes.

Noah Lenz: Yeah, exactly. But what I'm excited about is that ... he's like I need to do this. And I'm like you know what? You can do this as long as we can partner on selling this to other schools and then I'll just give you a certain percent of the sales. And she's like okay. Sounds good.

So what I'm excited about is this summer, she's going to be refilming all the videos and all that, making it even better. And then we're going to do it kind of like Summa Success where we make it entertaining for the kids and throw in funny memes and stuff.

But anyways, so we're going to do that this summer and then, I think we're going to do a webinar to sell it. So that's what I'm excited about too just getting that out there and making math more interesting, at least it was for me.

Steve Larsen: That's fascinating. So you're literally partnering with teachers and showing them. That's incredible. You know that, Noah. I mean, that's amazing. I've just got to stop and acknowledge that real quick.

Noah Lenz: Thank you.

Steve Larsen: That's amazing. I mean, I was doing that in college. I had never thought of doing it ... I was that kid that was trying to not get in trouble in high school for selling just random knick knacks.

Noah Lenz: Oh yeah, like the pen.

Steve Larsen: Yeah. That's right. I forget you know all my stuff as well. Yeah, yeah. That is so cool to me that you're doing that. Just congrats to you for moving forward on those things.

What is it that you ... How should I ask this? What is it that you, I guess, as far as this impact. You're developing this talent. You're developing this skill. You're developing the ability to sell face to face, sell ideas. So right now you're going to go off and partner with the teachers and stuff.

What about 10 years from now? You know what I mean? It's that question that I always got tired of all the adults asking me. What do you want to be when you grow up? But I'm going to go ahead and ask you. What do you want to be when you grow up?

Noah Lenz: Really, at the end of the day, I just want to be doing this same thing that I'm doing right now. I mean, I'm working on writing my first book right now. So I'm hoping that I can have multiple ... I just want to keep marketing, just helping as many people as possible.

Maybe having some kind of funnel building agency or other business owners. But really, more than anything just keep marketing, keep doing what I'm more or less doing now, just trying to help as many people as possible.

Steve Larsen: Now I just want to ask one final question here because it seems to be something that you've mastered which is just fantastic. When you have something that is...

Okay, let's say that you're like oh man, I don't know what a funnel is? Or I don't know what this is? I don't know what that is? When you encounter something that is new that you need to learn, what is your process for learning something quickly so that you can actually use it? Because you seem to be very good at that?

Noah Lenz: Really, I don't know. I've just gotten so used to it. I guess I go to youtube.com and I search into the search box how to do it.

It's not that simple but more or less, actually it is...

Steve Larsen: Yeah, isn't that interesting.

Noah Lenz: But I will look it up and sometimes I might get a book on it. I might subscribe to a podcast and listen to a few episodes on it.

And then, if it's something that I'm really interested in, I'll immerse myself in it. But if it's just more or less a simple skill, I'll learn it quickly and then implement on it.

What's funny is the other day, I had a webinar and I realized that there was no chat box because we weren't doing it for GoToWebinar or anything. We were just doing it through YouTube Live with an iFrame on the ClickFunnel page.

Steve Larsen: Sure.

Noah Lenz: So I realized that there was no chat box and it was like 20 minutes before the webinar. And what's funny is in school they probably would have spent two hours saying you know, here's how to configure the chat box and make it look all pretty.

Make sure the welcome message says welcome to this webinar. Make the title is blah, blah, blah. But really, I just wanted to get it going because the webinar was so soon. So I more or less just googled chat box or something. Or I think I might have logged into a membership site or something wherever there was a chat box resource. And I real quick just signed up for it and did it.

So I think more than anything it's just taking action and then, the one thing you should immerse yourself in, if it's anything, is offer creation and then just file building. All the other things that supplement that. Those I like to spend time on but not as much as that.

So when I need to learn those more than anything, I just hop on over to YouTube or Google and look up how to do it...

Steve Larsen: That's incredible. Noah, thank you so much for taking the time to do this and teach the rest of us and share your journey. I mean, it's really, really fascinating to see everything that you're doing here. And the speed, I think that's something that's really just blown me away. Very, very fascinating. Where can people learn more about you and connect with you?

Noah Lenz: So right before this call, I made a real cool link that you guys can actually go to and get this special marketing guide that I normally sell for anywhere from $7-$97. And it just has some checklists and things like that that you need to make sure you have in place before you launch your funnel.

Because I remember when I was learning my very first funnel and then I realized that half the things were wrong, out of order, didn't have everything that you needed on the checklist. And I don't want you guys to have to go through that.

So I decided that since you guys are listening to this really awesome podcast, I will give you guys this entirely free. All you need to do is go to noahlenz ... That's noahlenz.com/steve. And you will be able to get this marketing guide 100% free. No trip wire, no nothing. 100% free. Just because I want to give value to everybody here on the podcast.

Steve Larsen: That's very nice of you, Noah. So it's noahlenz ... L-E-N-Z as in zebra ... .com/steve. Awesome man. Thank you so much. I appreciate it. Thanks for taking the time. This has meant quite a lot.

Noah Lenz: Yeah, thank you for having me on today.

Steve Larsen: Hey, thanks for listening. The most common question I get is Steve, will you look at my funnel? Of course. Whether you want me to coach you, give some hand holding and guidance during your funnel build, or simply review the one you have, head over to coachmesteve.com and book your session now.

I have the most incredible respect for Myron. Come learn some of the laws of wealth from his gift of clarity... 

What's going on everyone? This is Steve Larson and you're listening to Sales Funnel Radio. I have a very special episode for you today. I'm going to be interviewing and going and through and chatting with one of my favorite people in this planet. His name is Myron Golden.

There's a lot of voices out there, there's a lot of people out there that tell you to do this or tell you to do that. I'm not calling them out but every once in a while some not done this, they're not walking with their talking. They haven't actually been down the path.

Myron is one of those people that I have come to not just know and like and become friends with but I trust him, I trust what he says, I trust what he's saying because I know that he's been down that path. I learn so much from him every time he speaks, very excited to have him on the show here.

I would take notes during this episode. I would do during all my episodes but specifically this one. You're going to learn a lot about different, not just formulas but the personal attributes and formulas and steps of the process somebody goes through as they start to learn this whole game.

As I've mentioned before, a lot of it has to do with personal development that's tailored directly to you. That's what you're going to find out as you listen to this episode. He's going to go through and dive in and do also a bit of a recap of what he spoke about at this last Funnel Hacking Live. Very honored to have him on the show to be honest.

He is a published author...

He's spoken for years. He's helped a lot of people gain their goals. He started out as a trash man. He has made millions of dollars now, very fascinating to watch the process and watch what he's done and his attitude towards that kind of learning, towards that kind of process.

Very fascinating, please take notes, you guys are in for a special treat. Just stick around if you want to, decided to toss in some of the conversation that he and I had before we were actually officially making the episode together, a fun conversation will be afterwards, after the very last little outro piece...

I spent the last four years learning from the most brilliant marketers today...

Now, I've left my 9 to 5 to take the plunge and build my million dollar business. The real question is how will I do it with VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio.

How's it going everyone? I am very excited. You have a very special treat today. Whatever you're doing, stop.

If you're driving somewhere, pull over, take out a pen and paper, everything that you're about to hear it can be life-changing to you, certainly has been as I've learned from them. We have a very special guest on today who has blessed my life immensely.

In fact, he just barely spoke at Funnel Hacking Live. I went home immediately and I started teaching my wife and my friends and family all the things that I heard from this man.

I have learned incredible things from him. I have immense respect for everything that he does. Every time he speaks I feel like there's just gold that just falls on the floor and I run to pick it up. Anyway, I am very, very excited for the guest today. I want to welcome Myron Golden. How are you doing Myron?

Myron Golden: I am excellent as always, Steve, and better now that I'm talking to you. Thank you for all those kind words by the way.

Steve Larsen: Absolutely. I remember the first time that we chatted really face to face. I've seen you in Russell's inner circle around the ClickFunnels office, places like that. It was after a Funnel Hackathon event, one of those 3-day Death Marches.

Myron Golden: Intense, intense.

Steve Larsen: Yeah, intense, right? You walked up to me and you said something to me that I actually wrote on my wall and I'm looking at it right now.

Myron Golden: Can't imagine. Hope it was something good.

Steve Larsen: Yeah, it was really good. It totally helped. Anyway, I have a wall full of quotes and you're on my quote wall. You said, "What makes you you is the ability to see things others can't."

...You said that and I wrote it on my wall, and I look at that a lot. It has made me look for more connections, it's made me look for more things. I really believe that it's brought me in places that I may not otherwise have been in. I just want to, anyway, thank you for that.

Myron Golden: Wow! Absolutely my pleasure, bro. I call it like I see it. I just say it.

Steve Larsen: I love it, I love it. You have a lot of ... you have a book, "From the Trash Man to the Cash Man", in ways that anyone can become profitable. Really, you obsess this expertise about how the laws of how money work. Could you tell us a little bit of your backstory and how you got into that? It's an area, it's not something you learn that from school. It's not like you ... you know what I mean?

...You obviously have this obsession about this topic and it's impressive.

Myron Golden: You know what I learned from school? I learned to hate school. Anyway, that's all another conversation. I was a trash man, I wrote the book long time after that, but I was a trash man. I was making $6.25 an hour. It's the first job that I got after I got married.

...I can remember saying to my young wife, who I love more than life itself, and I can remember saying to her, if we can just make $300 a week, if I can just make $300 a week with overtime from this job, we're going to be okay. That was my vision.

When I think about that now, $300 a week, that's where my head was. I drove a trash truck during the day but I had a business at night. I had a part time business at night where I sold insurance and investments. I say, I shouldn't say I sold insurance and investments, I should say I sold that insurance and investments.

...When I got started Steven, I was probably the worst salesman in world history. If there was a Guinness Book of World Records for a salesperson who could be in sales the longest without making a sale, I probably would have gotten that award and it would probably last until this day. That's how ... it took me literally that long to make my first sale.

Steve Larsen: Looking at you now, that's hard to believe.

Myron Golden: I know. Even when I think about it, and the beauty of that is ... let me just tell you. I got started in the insurance business, the financial services business in October of 1985. You pro weren't even born yet, October 1985.

Steve Larsen: I was not.

Myron Golden: Right. This is way before that. October of 1985, I did not make my first sale until April of 1987. I was working, I was doing presentation, I was talking to people, I was talking to friends, I was doing presentation to the family, I was doing presentation with strangers, I'd knock on people's doors, I'd talk to people I meet, and it literally took me 18 months to make my first sale and my first check was $125.66.

If you take ... you have to note that if you take $125.66 and you divide it by 18, that's not very much a month. Quite less than [inaudible 00:07:39] a month. I was horrible.

...You say, "Well", you look at me now and not know that. Here's the beauty of that whole thing. I'm really good at sales now. I've made millions of dollars in sales. I've done millions of dollars in sales from the stage in less than an hour. I'm good at selling but I wasn't always good, and that should give everybody hope.

...This is Sales Funnel Radio. You don't have to be good to get started in sales but you have to get started to get good. I got started but getting started is not enough.
The second thing you got to do to get good in sales, you got to lash through the learning curve. For me, the learning curve was 18 months.

Most people think that selling is a talent...

People who can sell are people who have a gift of gab and they're good at talking. I've discovered that people who are good at sales are people who have the gift of listening and people who are good at shutting up.

...Anyway, if you're not good at sales and you're listening to this right now, don't think that it's hopeless for you. That just means that when you get there, you'll understand what you're doing better than the average person who had just came easy for.

Steve Larsen: Yeah, that's true. Absolutely. What did you do to lash through that learning curve like you said? That's an interesting way to put that.

Myron Golden: How did I lash through the learning curve? I was basically optionless. I think one of the reason people fail is because they have too many choices. I didn't have any other choice.

...Steven, you know me so you know I walk with a limp, I've got a brace on my leg. I had polio as an infant. I'm a very athletic individual, I'm a black belter in martial Arts, I'm a single-digit handicapped golfer, but there were no sports teams trying to recruit me in my 20s.

It wasn't like I was going to go and get recruited by a professional football team or a professional basketball, or a professional baseball team. That wasn't going to happen.

I didn't have a college degree so as far as jobs were concerned, manual labor was basically was left. I couldn't lift things and carry them a long way so that was out. It was ... if I desire to be wealthy, I desire to build a life worth living for my family but I've got to make this work. I don't have any other choice.

...The only people that I knew in the world that were making, this is back at the 80s now, that we're making $10,000 a month where people who are in that business. In my mind, the only hope I ever had to get to $10,000 a month or $100,000 a year was to last and get good at this thing that other people had gotten good at. The fact that other people had gotten good at it, let me know that I could get good at it as well.

Steve Larsen: That's amazing. It's optionless. I think the back against the wall mentality, got to get plata o plomo just like girls was talking about, looking at other model, you're modeling other people, you talked a lot about ... there was something that you said right at the beginning of Funnel Hacking Live.

Your speech is just amazing. You said, I wrote it down as fast I can, looking at your page of notes that I took from your speech right now. You said, "Some of you are not willing to be bad at something long enough to get good at it. I stayed in the game long enough to learn the game." It just exploded my head when you said that.

Myron Golden: Yup. I really didn't have a choice. I am a very determined person. That's not the word my parents used or my brothers. They called me stubborn. I like the word determined better. I can remember going to work with my dad when I was a kid.

We might be working on a car or something maybe and a bolt that stuck and it won't come out. I said, "Wow dad, it won't come out." He said, "Oh it's going to come out, it didn't have a choice. It didn't have a brain, we have a brain, it has to come out." I was like, "Wow! It doesn't have a choice. Okay." When I look at learning how to sell I look at, get it, becoming good at business.

...Business is not going to be one of those things that's going to evade me. It doesn't have a choice. I have a brain, it doesn't have a brain, this is something I can learn, I'm going to learn.

Steve Larsen: Where did you turn to? I think one of the things that people run into ... I've got this desire. I get a lot of people reach out to me asking thing actually. Steven, I want to go get this done. I really want to learn this funnel game. I really want to be wealthy.

...I really want to learn these pieces. There is so much noise. There's places all over. We could get distracted with the next book, the next CD, whatever, the next guru, the next thing. How did you figure out what to learn?

Myron Golden: I didn't figure out what to learn. That's the reality of it. I literally learned everything I could from everywhere I could. We're talking about the 80s, there was no Internet. There was an Internet for the government but there was no Internet for the rest of us. There was no Internet, there was no YouTube, there was no Facebook, there were no webinars, there was none of that stuff. On the weekends, I would go to seminars, at least one seminar a month, I would go to one seminar a month.

...Every week they had trainings at our office. I went to all the trainings. I was bad at selling so guess what I did. Watch this. I was broke and I was bad at selling so guess what I did. I went to the library. Remember those things they used to have, the buildings with all the books in them?

Steve Larsen: Yeah, I've heard of them.

Myron Golden: I went to the library and I said, "okay, I'm going to find a book on selling." Guess what book I found. Tom Hopkins, "How To Master The Art Of Selling Anything".

Steve Larsen: That sounds like the exact answer.

Myron Golden: Exactly. I started reading that book. There are three things that I got from Tom Hopkins book in the forefront of my mind even to this very day. They were something that I put a lot of conscious effort into and now they've become subconscious parts of me.

One, he had this thing called STP20. This is old school now. He said, "The key to success in sales see 20 people, STP, see 20 people belly to belly every day and you will be successful in sales. See 20 people. I said, "Okay. Well, I can see 20 people." Guess what. It all starts with seeing that first one. That's the first thing I got from Tom Hopkins, see 20 people.

...What would that translate into in Internet jargon? How about this? Generate 20 leads a day. Generate 20 leads a day that's 600 leads a month. 600 leads a month x 12 months, that's 7,200 lead a year. In two years, you've got 14,400 leads. Every lead on your list is worth at low end a dollar a month for you. You want to make $15,000 a month or $14,000 a month, generate 20 leads a day. It translates, it's just a little different. The second thing that I got from him was there's pain in change until the benefits of that change appear.

Steve Larsen: Interesting.

Myron Golden: There's pain in change. In other words, if I'm going to change from being who I am to being some ... from being the Myron who can't sell to being the Myron who can sell, it's going to be painful.

Steve Larsen: What happens after you got-

Myron Golden: It's always going to be painful until I get good at it. There's pain in change until the benefits of that change appear.

Steve Larsen: I imagine that.

Myron Golden: You're going to say what?

Steve Larsen: I'm sorry, I was going to say what happened after you got that first $125.66 check.

Myron Golden: It was like a floodgate opened. It was like, "Oh! I got this." Then I became the top salesperson in our office like month after month after month after month because I got one.

...A lot of people don't realize there are things that you can only learn about doing the thing by doing the thing. People want to learn how to do a webinar by watching Russell's perfect webinar. There are things you can learn from Russell's Perfect Webinar, no doubt, we all have, but there are things that you will only learn about doing a webinar by doing a webinar, which is why people ignore it.

...He says, Russell says, "Do your webinar 100 times before you turn it into an automated webinar." We want easy streak. Here's the problem, Steven, how I perceive the problem to be. People want to have wealth. People want to have things without doing the things that give them the right to have them. People are frustrated because they can't do a thing but they haven't become the person who can do them.

Here's how God set it up in the beginning. Some people may not believe the Bible, that's okay, I'm going to say this anyway because I believe it since you're all listening to me.

Steve Larsen: We're good. They know, me too.

Myron Golden: Here's how God set it up. The very first thing that God ever said to a human being, to Adam and Eve in the Garden of Eden, the first thing he ever said to them, I call it the first command which came a thousand years before the Ten Commandments. Here's what he said, "Be, do, have."

...I'm going to give you the whole thing he said but I just want you to get the essence of it. Be, do have, here's what that means. That means, "Don't be can't do, don't do can't have."

Some people say, "Where did God say Be, do, have?" I forgot "made man". Here's what he said, "Be fruitful and multiply." Fruitfulness is something that you've become. Be fruitful. He said, "Multiply". Multiply is not a be, it's a do. Be fruitful and do multiply. He didn't say "do multiply", just the multiple but the do is...

Be fruitful, multiply, that's a do. Replenish the Earth, that's a do. Subdue the Earth, that's a do...

Then, have dominion over the works of my hands. If you don't become fruitful, if you won't be fruitful, you can't do multiply, do subdue or do replenish. If you don't do subdue and multiply and replenish, you can't have dominion.

Be, do, have, that's the formula. Stop trying to have success without doing things successful people do. Stop attempting to do things successful people do without becoming a successful person. If you will focus more on becoming the person you should be, everything else will fall into place.

Anyway, that's my rant...

Steve Larsen: I love the rant. I don't want to stop you. This is awesome. I think that's a ... there's a little phrase I've been saying. It's interesting people want to ... they want to enjoy progression but have a hard time enjoying the process of progression...

There's this process that you have to go through. I remember when it clicked for me as well. It's fascinating that you said that. I was like, "Wait a second. The first taste of success suddenly all these ceilings got a lot higher and breaking. I was like, "Whoa! Look at everything we go do and create. Pretty amazing."

One of the things that I ran home and taught my wife from your ... from Funnel Hacking Live, from what you taught was this whole concept of these four levels of money, oh my goodness.

I went nuts when I saw that...

I wrote down everything I could, I was writing as fast as you were talking and getting all these pieces together. Do you mind teaching that here? I've put it on the spot but that was life-changing.

Myron Golden: I'm here already so whatever you want me to do, I'm all in. I talk about the fours levels of value. Here's what it boils down to. A lot of people would go through life whining about the fact that life isn't fair.

Here's what I'm going to ... I've got a good word for all of you who are whining about the fact that life isn't fair.

Get over it...

Steve Larsen: Woohoo! Thanks for saying it, yes.

Myron Golden: If life was fair, a chicken would have you sitting on its dining room table tonight for supper. Get over it. Life isn't fair. My dad taught me that one, I was in elementary school.

Steve Larsen: Amen.

Myron Golden: Hey Steven, how about this?

Steve Larsen: Yeah.

Myron Golden: I was born, this is so hard for you to wrap your mind around. I was born in a segregated hospital that was started by a civil war nurse because the black soldiers couldn't be treated by the white soldiers. Granted, I wasn't born during the Civil War. I was born almost a hundred years later.

Here's what people say. "That's not fair." Get over it. The conditions of that hospital were so poor that I contracted polio. My parents moved all the way from Tampa, Florida to somewhere in Pennsylvania before I even got diagnosed to be treated. My left leg doesn't ... basically there's a placeholder. That's pretty funny, placeholder. Somebody will say, "Well, that's not fair."

Get over it. Life is not supposed to be fair. Everybody has a different assignment...

A lot of people will talk about, they'll scream from their ... but it's not fair, income inequality.

We have to understand something. We have to understand that income inequality does not exist in a vacuum. Income inequality is the result of something. What produces income? The only thing that produces income is value. If there's income inequality, there has to be value creation inequality. Okay? If you desire to make more money, you don't make more money by whining about how unfair it is.

...Here's what you do. You go create so much value that the marketplace has no choice but to pay you because they want what you have so desperately. That's the foundation of the four levels of value.

There are four levels of value. If you offer value at the lowest level, you will always make the least amount of money. If you offer value at the highest level, you'll always make the most amount of money. You don't make more money by working harder on a lower level of value.

That's something that people really have a hard ... but I'm working really hard. I know but you're working really hard at something the marketplace doesn't value.

Now they have the framework, here we go. Here are the four levels of value. By the way, the three lowest levels have one resource that we use on those levels. The top level has two resources that we use. Here are the four levels of value. Here we go.

Steve Larsen: Please go take notes everybody. Oh my gosh, go get a piece a paper.

Myron Golden: The lowest level of value is called implementation. Those are the people who do the thing. They mow the grass, they hammer the nail, they dig the hole, they drive the truck, they type the paper, they clean the room. These are the people who do that thing. They are implementers. That is not to imply, it's not to say nor is it to imply, that the work that the implementers do is not valuable.

It's just to say that ... it's not to say that those people aren't valuable. Obviously, one person is not more valuable than another person. What it does say is the value that they deliver in the marketplace is not something that the marketplace values as highly as things they pay more money for.

For instance, I travel a lot, Steven. I stay in a lot of hotel rooms. I think only maybe once in the thousands of times I've stayed in hotels, if I ever checked into the room and the room was dirty, I won't back down to the front desk and say, "This room is dirty. Clean the room." None of us are willing to stay in a dirty hotel room that the beds were all messed, there's not clean towels. None of us are going to do that.

We would have to all agree that the housekeeping staff in the hotel are some of the most important staff in the hotel. You can't even run up the rooms if you don't have a housekeeping staff. The housekeeping staff makes the least amount of money of everybody who works at a hotel.

Some may say it's not fair. It may or may not be fair, I don't know if it's fair or not, I just know that that's the way it is.

The key to making more money is not to whine about the fact that you're a housekeeping staff and you're not making as much money. The key is stop being housekeeping staff and go do something else.

That's the key...

Implementation, if you offer value in the implementation level, the resource that you use to make money is your muscles. You make use of your muscles to make money. Because, I'm going to have to do this part quickly, because the essence of money is spiritual, in order to earn more money you have to operate on a higher spiritual plane.

Physicality is the opposite of spirituality. If you're using your muscles, a physical resource to make something to create, to earn something that's essence is spiritual, then no wonder you're having a hard time making money.

I'm going to go to the next level. The next to the lowest level is called unification. These are not the people who do the things, these are the people who manage the people who do the things. You keep the housekeeping staff or you keep the work crew from killing each other, from stealing from the company, and from messing up the company's reputation.

You manage people...

The unification level, you use your management skills to make money. You will make more money than people who operate on the implementation level. On the implementation level, you're going to make on the low end. You're going to make about minimum wage on the low end.

On the high end, you might make $80,000 if you work on Bentleys or Rolls Royce. When I take my Bentley to the shop, they charge me $215 an hour. They have to apy that mechanic probably I would guess $100 an hour. If you're a mechanic working on Rolls Royces, or Bentleys or even Mercedes probably, you might make $60,000 to $80,000 a year as an implement. Why? Because those people value getting their car fixed at a higher level.

The next level is unification. Unification you use your management skills to make money. On the low end, you might make $40,000 a year, if you're a manager at Taco Bell. On the high end, you might $250,000 a year if you're middle manager of Lockheed Martin.

...It all depends on where you're using your unification skills. That's the second from the bottom level of value. We're talking about the potential to make a high five figures or low six figures on the unification level. But the next level-

Steve Larsen: Sorry, I love also that you said in Funnel Hacking Live, you said, "Unification, the lie those people believe."

Myron Golden: People believe, okay.

Steve Larsen: Yeah, so good. When you said that my brain went nuts, sorry man.

Myron Golden: I don't have yet the PowerPoint in front so I'm glad you reminded me that day.

The lie that keep a people stuck on the implementation level, the lie they believe is that the key to success is hard work. They work harder at something that's a lower level of value. They don't get ahead and they think life has dealt them a bad hand.

...The reality is they just signed up for the wrong program. The next level is unification and on the unification level, the lie they believe that keeps them stuck is the key to success is more education so people going back to school and get another degree.

A degree on top of the degree. They get to master the Greek. They get the Master's Degree, they get Doctor's degree and they can't even earn as much per year as they pay for their education.

Mindblowing...

Steve Larsen: It is mindblowing. I went nuts when you said that.

Myron Golden: I don't have a college degree. I don't have a college degree. Steven, as far as income is concerned, on multiple occasions I've made multiple six figures in an hour. It almost doesn't even sound real. I'm not ... it doesn't make me wonderful. I figured out which level of value to work on and I just work in those levels. I do a little bit of implementation on my business but very little.

I do a little unification in my business but very little. I operate predominantly on the top two levels. The second to the highest level of value, by the way, is a higher spiritual plane. You're saying that managing people is a higher spiritual, on a higher spiritual plane, but just going out and digging a hole. It requires a higher, that's why it earns more money.

The next to the highest level of value. This is the third level from the top, I mean the second level from the top is called communication. This is the second highest level of value. The reason communication earns more money is because language is spiritual. Everything about language is spiritual.

The only creatures that have language are spiritual creatures. I don't mean like parrots. Parrots can say words but they don't have language. A parent can say the word concept but has no concept of the word, what the word concept means.

When I talk about having language, I'm talking about as a means of communicating a message. Language is ... communication is the second highest level of value. We see all throughout our society people who operate on this level. You're going to earn on the low end $100,000 a year, on a higher level, you might earn a hundred million dollars a year as a communicator.

I'm talking about singers, I'm talking about politicians, I'm talking about talk show hosts. I'm talking about talk show hosts, I'm talking about authors, speakers, coached, seminar speaker, salespeople. All of these people operate on the level of called communication.

When I say communication, I'm not talking about words that come from your mouth into somebody else's ears. I'm not talking about a conversation for the head. I'm talking about a message that moves the masses. I'm talking about having conversations that create cash flow.

People are really horrible at conversation to create cash flow...

It's really interesting, Steven...When I think about why people struggle in their presenting like people who are in sales. They've got something for sale, they want to sell it on the internet or they create an add and the ad doesn't convert.

...I can almost guarantee you the number one reason ads don't convert and offers don't convert above all over things, the number one reason, sales, messages don't convert is because they were selfish.

Steve Larsen: Interesting.

Myron Golden: What I mean selfish is, you're talking to your potential customer about you. If they don't care about you, you either talk to them about your product, you're talking to him about your opportunity. You're talking to them about your website, you're talking to him about your invention.

You're talking to about your stuff and they don't care about your stuff at all, they only care about them. Until you have like the greatest quality of a very high performing salesperson, the most important quality, in my opinion or a high performing sales person is a high level of empathy. You have to be able to feel what other people were feeling while they're feeling.

Anyway, communication, messages that move the masses, conversations that create cash flow.

...Then the highest level of value. By the way, the use your management skills in the implementation level, use your muscles on the implementation level. You use your management skills on therapy unification level. On a communication level, you use your mouth.

Then we get to the highest level of value which is, drum roll please, Imagination.

...Imagination is the highest level of value that exists in the world. These were the people who came up with the ideas. We were just at Funnel Hacking Live a few weeks ago. My drove on to that Disney property and I thought to myself, "My goodness! This man had an imagination like nobody's- just that one Disney property that we are all. Just that one hotel, that one conversation center that we were on. It was like a small town.

Steve Larsen: Awesome.

Myron Golden: Only somebody would say, "Really, really powerful imagination could come up with something that's great. Steven, I did this at Funnel Hacking Live. I don't know if you remember that part or not. I said, "I'm going to name a company and I want you to tell me the first person that comes to mind. Do you remember me doing this?

Steve Larsen: Yeah.

Myron Golden: Then I said, "I'm going to name a company. I'm going to name the company, if you're listening to the podcast right now, will you say the first person's name that comes to mind. Apple, and everybody said-

Steve Larsen: Steve Jobs.

Myron Golden: Steve Jobs. I say that's fascinating. Why does everybody say Steve Jobs? Steve Jobs didn't invent the first Apple computer, Steve Wozniak did. When people think of the Apple computer, they don't think of Steve Wozniak, they think of Steve Jobs. Why? Because Steve Wozniak was an implementer and Steve Jobs was an imagineer. Steve Wozniak knew how to make it, Steve Jobs knew what Steve Wozniak had made...

I'm going to tell you something. When you learn to use your imagination, when I say use your imagination, the resource that you use at this level is your mind. When you learn to use your mind at a higher level, it's going to create for you opportunities the like of which nothing else can touch.

...Now, the other resource that you use the highest level of value is your money.

You use your mind and your money on the imagination level. When I talk about using your mind, I'm going to do this really quickly. There are a couple of things that you have to ... there are a couple of mind skills that you must master if you're going to create wealth.

...The first one you have to master is you master learning. In order for you to master learning, you have to first learn what learning is, what learning is not, and then learn how to learn.

Steve Larsen: This is so good. Again, it's so good. I wrote all this down too. I'm a big Myron Golden fanboy.

Myron Golden: I'm a big Steven Larsen fan too. We already have that conversation so you know. Here's the reality. Most people don't know the purpose of learning, like the stuff .. like school.

The purpose of school is not learning. The educational system is not designed for people who are ... In fact, I believe that the educational, really, is one of the biggest hindrance in learning because they teach you that the purpose of learning is knowing.

The purpose of learning is not knowing. In fact, knowing is the enemy of learning. In fact, if somebody attempts to teach you something that you think already know, you'll stop listening because you all say to yourself, "I know that already."

Knowing is the enemy of learning...

The purpose of learning, first you got to learn what the purpose of learning is. I'm going to tell you the purpose of learning and then I'm going to tell you how to learn. Okay? The purpose of learning is not knowing but the purpose of learning is mastery.

I'm not going to say, the purpose of learning is mastery...

Then, we're done. Two many teachers use words without defining those world and leave people hanging. I'm not going to do that. I'm going to define Mastery. Mastery is the ability to execute effortlessly without the use of conscious resources. Let me say that again.

Steve Larsen: Wow!

Myron Golden: Mastery is the ability to execute effortlessly without the use of conscious resources. What do I mean by that? I mean you've mastered, I know there's at least one thing in your life you've mastered. You Amy have mastered several but I know there's one thing you've completely mastered, requires no conscious resources. It's called tying your shoe.

You can tie your shoe, have a conversation, and be holding something under your arm all at the same time. Why? Because you're not using any of your random access memory to tie your shoes. Why? Tying your shoes is in the cache. For computer people, you understand exactly. Cache, CACHE.

...When you get to the point where doing a webinar is in your cache, it doesn't require conscious resources. When you get to the point that the one thing, the three secrets on the stack is in your cache, then you've mastered it. Most people are far too content with subpar, unmastered skill sets. That's why like people think, "I'm overwhelmed because this is too much for me."

No, the reason you're overwhelmed is because you never learned how to learn. What you do is you learn about something and you think that's the same as learning.

You take this things that you've learned about and you attempt to implement it while you attempt to learn about something else and then you stack one unlearn thing on top of another unlearn thing on top of another unlearn thing, so you're stacking lack of clarity, on top of lack of clarity, on top of lack of clarity, until finally you feel like you can't breathe. I'm overwhelmed.

...The reason you're overwhelmed is because you have mastered any of those steps. Here's what I know. When you master one component of the thing that you are doing, and you don't add anything else to that until you've mastered that thing, now you'd learn another thing and you master that, now you got two, components master's on top of each other.

You can do a webinar without using a conscious resources. I have been selling, I don't want to sound like I'm patting myself on the back but I've been selling for so long, for me, selling doesn't require any conscious effort at all.

I can totally sell unconsciously. I can stand on stage, I can do a presentation, I can close, I can sell without any conscious resources. I can do a webinar, I'd close without any- I can do a strategy session, close somebody on a $50,000 or $100,000 high ticket offer without any conscious resources.

Why? Because I've done it so many times that I've mastered the skills. Most people are so impatient they won't become a person of mastery. They can't do things masterfully so they don't get to have what only masters have.

Steve Larsen: Interesting. You should pat yourself on the back, that's quite a talent. You married the process, you didn't sidestep or look for a short cut or look for an easy way out. You do it.

Myron Golden: I used to look for shortcuts. You know what I found out about shortcuts? They take too long.

Steve Larsen: They're actually longer.

Myron Golden: They're a huge waste of time. I'm going to tell you something. People who get out of their car, they ate a candy bar, they get out of the car. They said, we'll I'd get that candy wrapper later. Right?

Steve Larsen: Right.

Myron Golden: It takes more time to get it later than it does to take it now. People who leave messes everywhere they go, they think, well, I'll get to it later. Later they get to it and guess what? It's a big mess that they have to take all this time to cleanup. They could have really done it as a ... I'm a little Geeky and a little work but I already know that so I've accepted that.

Steve Larsen: Join the club, I'm right with you, right at home.

Myron Golden: If I'm making food, if I'm making ... I like fried eggs and I eat fried eggs maybe three or four times a month. If I make fried eggs and turkey bacon and toast and breakfast potatoes from some leftover potatoes or something, if I make that breakfast, I will not eat one morsel until I put away every condiment that I used to make those eggs. I put away the cooking oil, the salt, the pepper, the garlic powder, I quashed the pants that I cooked it in.

I dried the pants, put them away ... you say, "Don't let your food get cold." It doesn't get cold because I'm putting stuff away as I'm using it. When I'm done, that's given the ability to save so much time. Wheat happens, the reason I'm talking about cooking it's because it's just what?

How you do anything is how you do everything?

If you are going to always get to it later, that's exactly how you live your business life and you think, "I'll master it later, I'll master it later I'll masters it later. What happens if, you have never network mastered. You end up being just a person who's average and ordinary and you wonder why you never get great . you never get the great results because you've never become the great person who does the great things.

Master one thing at a time...

The other resource you use at the highest level is your money. Let me talk about, can I talk about the other learning thing? I know I've been going ranting forever and ever.

Steve Larsen: I'm loving it. This is great. I'm afraid I'll say something it'll take you out of your flow. I'm not saying anything.

Myron Golden: The other thing that we have to learn to use our mind for after we learned to use our mind for learning, we have to learn to use our mind to harness our superpower.

Every human being like whose of normal mental capacity has a superpower that if you don't learn to harness and use it for your own good and for the good of others, the machine, a cultural hypnotic societal mechanism also know as the matrix, the machine, the powers that be, whatever you want to call it. That thing is going to use your superpower against you.

I'm going to tell, I believe that the biggest things holding people back in their lives is the very thing that could catapult them for, and that is their superpower. They've been programmed all their life to use their own superpower against themselves. I'm going to tell, now that I've talked the superpower, I'm going to tell you what it is. Are you ready?

Steve Larsen: Yeah. Writing it down.

Myron Golden: It's called expectations. Expectation is your greatest superpower. Here's the challenge though. Expectation manifests itself into mental manifestations and two, emotional manifestations. Mental manifestation number one is called faith. Mental manifestation number two is called doubt.

The mental manifestation of faith and doubt are a big deal because ... but those are concepts. One of the things that I've learned and am learning is that people don't do the things they know how to do, people do therapy things they feel like doing.

Most people don't know how to make themselves do you thing, feel like doing the things that are in their own best interest. What I just said right there, that's a gold mine. If you can learn to make yourself feel like doing the things that are in your own best interest, it will change your life for the rest of your life. For instance, people will say, "Steven, I've got a procrastination problem."

I'm going to argue. People will say, "Steven, I've got a procrastination problem. I'm going to argue but I don't like to argue but I'm going to argue right now. There's not a single solitary human being on planet Earth that has a procrastination problem. That's a bold statement, right?

Steve Larsen: Yeah it is.

Myron Golden: The reason I say that is because I recognize procrastination for what it is. It is not a problem, it is a symptom of a problem. It's a symptom of the emotional effect of your superpower, expectation being used against you.

I'm going to tell you what that is. It's called anxiety. Procrastination is always the result of anxiety. Notice I didn't say it sometimes a result of anxiety. I know I'm speaking in absolute and that's because I'm absolutely certain of...

Steve Larsen: It's on purpose everyone.

Myron Golden: Yes, I know. Oh no, but you don't understand. The reason I put off working out is because I don't have now. The reason you put off working out is because you have more anxiety about working out than you do about having a heart attack. Period.

...The expectation, the feeling that it manifest self in and our lives, that steals all of our dreams is anxiety. Anxiety is the thief of all your dreams.

When expectation manifests itself as a positive feeling, that positive feeling is called Anticipation. One of the things that I teach people to do when I'm coaching them, and I'm helping them break through the thing that's holding them back. I teach them how to replace the anxious apprehension of the outcome the don't desire with a joyful anticipation of the outcome they do desire.

That will always, without exception, like there are no exceptions where I'm talking about, that we'll always help a person to take the action they desire to take. We've been programmed to believe or doubt and doubt our beliefs. We have to reprogram ourselves to believe our beliefs and doubt our doubts.

Steve Larsen: I love that because it seems like one of this was a thought that gets tossed around which I have a hard time with is, well, if you're not doing something in life it just means you haven't felt enough pain around it.

...I was like, "whoa! Instead if we flip that around and say, let's find the things that we are in ... and switch that, foot that into anticipation, that's so much more positive than let's go to a place of pain all the time to get something done.

Myron Golden: Pain can sometimes cause people to move but that's because that now they finally have anxiety about the negative result about not taking action. That's all that is...

One of the things that I am learning to do, notice I didn't say I've learned to do, I do it pretty well most of the time but I don't do it all the way, but it's something that I do remind when I catch myself not doing, I remind myself too.

That is to never give any energy at all to outcomes that are undesirable to me. Most people give most of their energy to undesirable outcomes and then they wonder why they have all this junk in their life that they don't desire.

Steve Larsen: Gave it attention.

Myron Golden: That's right. Where attention goes, intention follows. Anyway, that's my rant on the highest level of value. If you learn to use your superpower of expectation, like you can make yourself believe anything is possible. The biggest sale that I ever made like one sell to one person Steven, the biggest sale I ever made was a $400,000 sale.

Steve Larsen: Wow,

Myron Golden: I made that sale to a guy I met that day I had never seen him before in my life. I met him that day. We talked, had lunch, we connected, we thought, "Okay, we'll do some business in the future."

Then I thought to myself, "Why wait till the future? Why don't I just make him an offer now? I made him an offer for $400,000. In a big company, and they needed some help with their marketing, and I came up with an idea that could help a little marketing. This offer that I made them was an offer for $400,000 and it was $200,000 profit for me in my pocket.

Steve Larsen: Wow.

Myron Golden: I made the offer and I say, it's only $200,000 down and $200,000 in delivery. You know what he said to me when I made the offer? He said, "You'd do that for us?" As I thought to myself, "Just as sure as you write that check."

Steve Larsen: Thought I was, should've gone higher.

Myron Golden: Exactly. He picks up his phone he calls his accounting department. He says, "Bring me a check for $200,000". He says, "Do you want it made out to you? Do you want to make it out to your company?" Make it out to my company. Then i called my assistant, had her fax me a purchase order and we closed that deal on the spot.

Steve Larsen: Wow, that's incredible.

Myron Golden: That was because I didn't allow myself to talk myself out of making an offer just because I just met this guy today. I only gave him like a 15-minute presentation with no flip chart, no brochures, no nothing just told him what I could do for him. He's like, "I'll take that deal."

My expectation was ... let me talk about that for a hot second. My expectation is that when I create an offer people will buy it. If I'm talking to you Steven, even though I expect you to buy it I am not attached to you buying it. I will do nothing whatsoever, I will not use any of my powers to convince you to buy it. But I will use all of my powers to persuade you to buy it. Just thought I threw that out there.

Steve Larsen: Yeah, I'm just writing it. I'm just writing everything.

Myron Golden: To clarify, for those of you who were saying, "Didn't he just say he's not going to use any of his powers?" And then he say he's going, I said, "I'm not going to use any of my powers to convince people to buy it.

...I'm going to use all of my powers to persuade them to buy it. Most people don't understand that there's a ... not only is there a difference between convincing and persuading. Convincing and persuading are exact opposites of each other.

Steve Larsen: Interesting. I never thought of that before, that they're opposites.

Myron Golden: When you convince somebody to do something you're attempting to get them to do something you desire them to do for your reasons.

Steve Larsen: Interesting.

Myron Golden: But when you persuade somebody you are helping them come to a conclusion that you've already come to for their own reasons.

Steve Larsen: That's awesome.

Myron Golden: I don't use any of my power whatsoever to convince anybody. I'll never try to talk to somebody into buying something from me. In fact, if somebody gives me a little resistance, like does anybody ever ask you like if you're closing, why should I buy this from you? People say that in sales, right Steven?

Steve Larsen: Totally.

Myron Golden: Ask me that question.

Steve Larsen: I don't know if I should get this from you, Myron.

Myron Golden: Then you probably shouldn't.

Steve Larsen: I love it. I do something similar now, it's so nice.

Myron Golden: If you don't instantly recognize that what I have can help you, you should not get it from me. In fact, you should go buy something from somebody else and see if it works and I hope it does. If you've got any doubt at all, I'm not your dude.

Steve Larsen: Right.

Myron Golden: By the way, that's not a ploy. I am so not ... I already know if somebody's going to buy it. I also know that it don't have to be you. I know that it would be a blessing in your life, in your family's life to have the privilege of working with me. I don't mean that in an arrogant way, I just mean I know what I'm doing.

Steve Larsen: Right.

Myron Golden: If you can't see that, then congratulations, you get to stay on the search a little while. What that does is that frees me from needing them to need me. I am a leader of people, I am not a needer of people. I will lead someone to buy but I will never need someone to buy.

Steve Larsen: That's awesome. Those are like side ... what's the word? It's like a by product of staying in the game long enough to gain the confidence to have that expectation.

Myron Golden: Absolutely. I know that somebody's going to buy this that's why I don't need it to be you. Maybe you've got somebody who's going to come along and change your life for the better and teach you how to create wealth and maybe you don't. I don't know.

You are not my best chance. I don't say this to people but this is what I'm thinking when I'm a one on one selling situation. You are not my best chance at making a sale but I am your best chance of creating wealth. What are you going to do about it?

Steve Larsen: That's great. It gives them a chance to flex their own agency.

Myron Golden: Exactly. Now, they can't say, "because you talked me into", I didn't talk to you in anything, not me, I don't do that. That is not a game I participate in.

Steve Larsen: I want to thank you for this. Before we jump out here, what would you say to people, I don't know, who are in the thick of it, they're still in the, they're still lashing through the learning curve.

I've often learned that especially from listening to guys like you and my own experience, this little game is really a relationship with yourself, kind of a side story. It's just some kind of piece of advice as well you could give to someone who's in the thick of it. They're still learning to have that vision, that grand vision.

Myron Golden: Yes. Here's what I would say. The struggle is not real, it's imagined.

Steve Larsen: That just made the quote wall.

Myron Golden: What do I mean by that? People say the struggle is real. The struggle is not real, the struggle is imagined. You could take the very thing that you're struggling with and turn it into a game and make it fun. To me, selling is like a game.

It's like the whole business is like a game. If you're in the thick of it, learn the rules of the game, master the moves of the game, and become a winner of the game, and stop convincing yourself that it's hard. The things that's hard about business is becoming the person who can do the thing.

Steve Larsen: Whether or not you are that person yet, that's fascinating. Whether or not you're the person yet.

Myron Golden: If you're not that person, become that person and be cool with becoming. Be cool with all. The other thing that I didn't tell you that I learned from Tom Hopkins, the third thing I never told so it just brought me back to that. He said, "You got to learn to love no."

Steve Larsen: I'm writing it down.

Myron Golden: Learn to love no.

Steve Larsen: That's true, learn to love no.

Myron Golden: One of the things that I created in my training back in the days when I used to do a lot of one on one selling was a fast no is better than a slow yes and a hundred percent better than a forever maybe.

Steve Larsen: That's so true.

Myron Golden: Get people to get off the fence. The reason you're struggling is because you want to get off the fence on the yes side. You got to get over your need of needing them. You got to stop needing people to need you. You just got to go ahead with people and say, "Look, do it or don't do it, I don't care. This is where the train's going.

...Get on the train or miss the train. Be sure not to get run over by the train. Stay off the track." I don't want people to think I'm mean though because I'm a really nice guy. Business is like, you got to have a level of conviction if you're going to be a business owner. Pretend to believe the stuff, you got to believe it.

Steve Larsen: My product's good, I guess. That's not true. That's not how it works.

Myron Golden: Exactly.

Steve Larsen: Absolutely. Myron, I appreciate it. This has been huge. You call your business Skillionnaire and clearly you are. Where can people go to follow you, to get your stuff, buy everything you have, which everybody should by the way.

Myron Golden: You know what, can I start by giving people something free and the only place I have, the only place I have it is on a website that I put up for Funnel hacking Live. I've got a video on procrastination, on how to overcome procrastination and three videos on how the law of attraction really works, they're going to blow your mind. They're mindblowing.

...If you think you know something about it, it's nothing you've heard.

If they will go myrongoldenconsulting.com/fhl2018. If they go there, they put their name and email just send, they'll get the three videos for free. Then, they'll get emails from me now and then. If they want to follow me on Facebook, I'm TheMyronGolden. I think I'm TheMyronGolden on Instagram too. I think it's the same time.

Steve Larsen: I think you are, yeah.

Myron Golden: It might be Myron Golden. If you want to follow me there, those are good places to go. If you want to get a free of my book just pay shipping, go to trashmantocashman.com. Those are a couple of places you can go.

Start with the free stuff to see if you like me. You might just think you like because Steven like alley-oop me with all these fun questions. Go get the free stuff before you buy something. Make sure you really like me, you just don't think you like me.

Steve Larsen: I'm a huge fan. Also it's myrongoldenconsulting.com/fhl2018. Awesome. Thank you so much Myron, appreciate it, this has been very, very helpful. Thanks for going a little longer than I think we talked right even to.

Myron Golden: No worries.

Steve Larsen: Fun to have you in flow.

Myron Golden: It was fun, it was fun. Wow, we went for a long time did we?

Steve Larsen: We did. I didn't even realize that actually.

Myron Golden: I didn't either I was looking at my clock and I was, "Woo!" We got some videos to shoot today so that's good. All good, man.

Steve Larsen: We appreciate it, thank you so much. Hey, thanks for listening. The most common question I get is Steve, will you look at my funnel? Of course. Whether you want me to coach you, give some handholding and guidance during your funnel build, or simply review the one you have, head over to coachmesteve.com and book your session now.

Myron Golden: I got some pretty cool millionaire formulas that are pretty epic.

Steve Larsen: Yeah. I'm actually very excited to hear more about them. I'm trying not to dive into what I want to say in the actual show because what you taught at Funnel Hacking Live was so good.

Myron Golden: Really? Thank you.

Steve Larsen: I ran home and taught my wife immediately.

Myron Golden: Wow, that's awesome, that's awesome. I'm glad it was helpful for you, bro.

Steve Larsen: Absolutely.

Myron Golden: That's why we do what we do.

Steve Larsen: Thank you, thank you.

Myron Golden: I love your podcast too, by the way.

Steve Larsen: Oh yeah, you listen?

Myron Golden: Yeah, I do.

Steve Larsen: That's awesome.

Myron Golden: In fact, I need to leave you a review. You'll know it's me because it's going to start with Esteban. Yeah, I'm going to tell you, when I came to the Funnel Hackathon, you changed my life seriously. I'm not just saying that. I'm not a workaholic like a lot of people in the inner circle, at least I haven't been. I guess I am now that I signed up for this too comical act.

I'm more chillionaire. I'm 57, I'll be 57 next month so I've worked hard for a very long time and I don't really need to make more money. You get to a certain point and more money is like it's totally nebulous. I like living my life. The reason I decided to become rich is so that I could have my time freedom so I could have two things, more time and then choose what I do with that time. I wasn't really a workaholic.

When you talked about the funnels ... I was using ClickFunnels but I wasn't like Russ talks about, "All you want to do in your spare time is build funnels?" I could think of a lot of stuff I want to do in my spare time. Building a funnel ain't even on the list. When you taught about, you need three things.

...You need the big domino, the one thing, the three secrets and the stack. I'm like, "See, I like that. That's like boiled down." I like boiled down. I didn't get lost to the details when you did that. I said, "You know what? I can do that."

I took Russell's Perfect Webinar script and I turned it into an outline and that's how I build all my stuff now.

Steve Larsen: That's awesome.

Myron Golden: Based on one thing, three secrets, stack. Bro, I can do that.

Steve Larsen: Right.

Myron Golden: Shoot. Man, you must got me confused with the other Myron Golden, I can do that.

...Anyway, that helped me tremendously because a lot of the details like are just ... they're just grueling for me because some because somewhat I already know and do intuitively because I've been doing this for a long time, and some of this just because, if I don't see where it's going, the details to me, if I can't see the big picture, the details to me don't matter. I can't process them.

Steve Larsen: Yeah, I get lost.

Myron Golden: You too?

Steve Larsen: I get lost in them 100%.

Myron Golden: If I feel like I'm teaching somebody something ... my gift is pastor teacher. I like to teach people like they're make and do better if they knew better. People could do better if they knew better.

Steve Larsen: That's a good t-shirt right there. That's the next ClickFunnels t-shirt. I think that's one reason I've been so drawn to following is I'm learning that about myself. I feel alive, I feel aflow, I feel like I can help people most. For some reason, teaching on stage, it's my.

Myron Golden: You already know I'm not a workaholic, I'm a chillionaire so I'm not a workaholic, but I love teaching. I breathe it. When I learn something I'm like, "This is so cool. Anybody should know this." Anyway, I don't mean to get all Myronesque on you. I didn't mean to go all soapbox [inaudible 01:04:29]. It is my nature.

Steve Larsen: I love it.

Myron Golden: The name of my company is Skillionnaire Enterprises, Inc.

Steve Larsen: Yeah, I wrote that down when you said it at Funnel Hacking Live, I was like, "That's awesome."

Myron Golden: Got to have the skills if you want to be a millionaire.

Steve Larsen: Absolutely. I'm taking notes like crazy as you say stuff.

Myron Golden: That's hilarious.

Steve Larsen: I always do. I got a full, I got a lot on you from Funnel Hacking Live.

Myron Golden: That's funny. I'm glad it was helpful, bro. You helped me. Teamwork makes the dream work.

Steve Larsen: Absolutely. I'm all for that.

Myron Golden: Me too.

Steve Larsen: Awesome, I'll do my little intro here and we'll go ahead and we'll get started.

It's been said that 80% of success is just showing up. If you haven't made a sale yet... that may be the issue!

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

I've spent the last four years learning from the most brilliant marketers today. And now, I've left my nine to five to take the plunge and build my million-dollar business. The real question is, how will I do it without VC funding or debt? Completely from scratch? This podcast is here to give you the answer.

Join me, and follow along, as I learn, apply and share marketing strategies to grow my online business, using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio.

What's up guys? Hopefully everyone's doing great. I've been outside today, it's a Saturday, putting together this episode. Been outside. A lot of you guys might know this, actually, most of you probably don't: I actually really like yard work, which sounds weird, as a teenager I would have never said that in my life.

But I do. I was the oldest, which meant I did a lot of the yard work. Oldest of six kids, so growing up I did a lot of yard work. And for a while I hated it and then, realize though, for whatever reason now, especially too, it's almost therapeutic, for me to just get outside, work with my hands. Almost all my jobs growing up were labor jobs; physical labor jobs, things like that. I like working with my hands.

Anyway, so I was outside, I just chopped a tree down in our backyard, which is awesome, I'm doing a whole bunch of stuff. Anyway, I'm fixing our pond, a lot of stuff. I really love doing that kind of stuff.

Anyway, I was outside just a few minutes ago, maybe like two hours ago, but I was outside. I was mowing the lawn, I was trimming the hedges, all the stuff I...

Usually I'll either listen to music and just zone out, which typically for me is just as advantageous as me listening to a chorus: the chance to have nothing going on in my head and just let my mind drift. And that's one of the reasons why I like it so much.

Anyway, so I was out there and out of the corner of my eye, I saw the most incredible opportunity start walking up to me. I love it when this happens. There was a door-to-door salesman, he was walking on up, all awkward like.

We saw each other, he was trying to ... does he call out from far away? Does he kind of sneak on up? I love talking to door-to-door salesman because I was one, right? So he starts walking up, and I'm listening to Foo Fighters. I'm blasting Foo Fighters, I'm trimming up the sides and stuff, and I'm just ... I was thinking ... I was thinking about a lot of different stuff. I was thinking, you know I'm a full-time nerd, and I'm very proud of it. I was thinking about offer creation and different things like that.

Anyway, bunch of fun...

Anyways, he walks on up, and he hands me this flyer. He just, I hate it when people just put things directly into my hands. Most people will take it, I don't. Whenever I'm in the mall, or whatever, and someone just walks by and just hands something to me, I don't take it. I put my hands up, I'm like, "What is this?"

Anyway, so I did that...

I was like, "Well, what is it?" He goes, and he starts talking. He's like, "Well, yeah, I do spot removal on like carpets, things like that. We're going to be here real soon, and want to see who else in the area wants to get it." I was like, "Sweet, that was very similar to the pitch I used to give, and it worked really, really well."

And I was thinking about it, I was like oh my gosh, this is so cool. My wife and I just barely were talking about how we want our carpets cleaned. Right, we've lived in this house for a year now, we should clean the carpets, you know. We got a new little one on the way, in like a month, and ... Or month and a half-ish. We're just trying to prep things around the house.

This our third kid, we know everything kind of goes into a coma. You're just trying to survive the first month or two with a newborn. Sort of like, hey, we should have the carpets cleaned. Oh, sweet. That's awesome, do you do full service? And he said, "Yes, yes, I do actually." I said, "Cool, how much do you charge?"

And he told me very briefly in just like one sentence what it was that he does, what's different about him, and how much he charges, and I was like, gosh, thank you for getting right to the point. I'm asking a buying question. The guy identified it, and he immediately gave me a very fast answer of what I wanted, and let me started asking the questions.

And finally, which is super cool, because he did not turn around, and he did not lead with his, he did not lead with this super expensive thing. And even then it wasn't actually that much money. He's gonna clean the carpets, and such, soon. And I almost was selling him on it, 'k ... He lead with what was the lowest barrier thing that he had, spot removal.

Right, it's not an even full out carpet cleaning. Spot removal, that's it. That's what he was doing, and if you think about it. That's really fascinating. We're talking about different value ladder steps, right?

Selling this really high ticket thing in the backend, that's awesome, but usually you got to sell it to really hot people. Hot market, right? Middle of the value ladder stuff, that's more usually the core of your business, but if you lead with something that's super pricey you cut out this whole other market, right? Which is eventually why we will go, and we will start doing smaller ticket things.

Well, when you're talking face to face with people, or even in a trip wire funnel, we don't lead out saying here's all the money that you're gonna spend in this funnel. We lead out with the smallest barrier, the lowest barrier, free, plus shipping. That's super low bare, even though the average car value could be 50, 60, 70, 80 bucks, right?

Right, it is free if that's the only thing they get. That doesn't mean we're not gonna take the opportunity to pitch them on other stuff, right, but we're leading with the lowest barrier product we have....

Anyway, I started talking to the guy more. Turns out he and I actually had a lot of stuff in common. I did door-to-door for a long time, so, did he for a while. He's around my age, and he's like, "I was working for this other company, I graduated only a little bit ago, and I just got to do my own thing, so, I'm just doing carpet cleaning for people." And so, I was like, "Sweet, I can totally relate with that." He's like, "Yeah, I had a sweet job." I was like, "Ah, me too." I just got this thing inside of me says, go do your thing, and so, I did, and it's been freaky.

Yeah, it totally freaky...

Anyways, we start talking for a little while, and struck up a good conversation. Anyways, he's coming back. I'm totally gonna talk to him about funnel building. It's what I do. I always talk with people. Talk about that with people. Gonna get my haircut, I always talk to the haircut person about funnels usually.

Anyway, so, here's the whole lesson though. This podcast maybe a little short. The lesson is ... I've been teaching a lot of people lately, right? Obviously, You guys know that one of the things that I ... One of my isms is to just publish.

Just publish, and one of the reasons why, is this principle about just being present. Did this guy have to sell me at all on carpet cleaning?

No, no, he didn't. He didn't have to sell me at all. I literally, I basically, sold him. I had to ask him like two times. So, you can just come do the full thing? He's like, "Yeah, totally." I was like, "Sweet, so, you will, when can you come by?" I was selling him, why, right?

You have to understand that one of the things that's always shoved down our throats when I was a door-to-door sales guy is that, if we go out and we knock on a hundred doors a day, or if when I was doing telemarketing, if we called a hundred people a day, one or two of those people, of those hundred, there's just gonna be one or two that just say, yes, just because they're just interested naturally.

They're just ...

You didn't have to sell them. This is the part of the market who likes to buy stuff. This is the part of the market, who actually was just talking about getting something similar that you actually sell, something similar to that. Right? This is the part of the market who just, you know what, yeah, I would, sure, whatever, come on, do it. Does that make sense?

There's this principle...

There's this principle of just being present that I feel a lot of people miss. They get this façade of needing to be perfect. That's actually ... It's good enough to just be present to your market. You don't even have to be a hundred percent right. Your offer doesn't even need to be a hundred percent the best.

Right, just being visible is huge power, massive power, and it's very, very important for people ... For example, right, I always tell you guys, right, go publish. Are you serious about this? You go publish. There's this correlation I'm finding between those who actually have successful funnels, and those who don't. Those who do, 90% of the time, they also, go figure, are also publishing regularly. Whether that's a podcast, a blog, whatever it is. They're regularly getting out there.

Why?...

Why? Even if I'm just putting this stuff out there, right now, this episode, this very one I'm recording right now. I know that it is getting in front of people. I'm getting about 500 downloads a day right now. I've got this cool strategy to go grow bigger, and I'm excited about that, but I've got this cool ...

Right, I'm gonna go stay present. I'm staying in front of you right now, right? And I know that next episode, you are going to want to listen to it. It is incredible. It is an interview I did with somebody who is very prestigious. You guys all know who he is. He's an absolutely amazing. It ended up being an hour long.

Tons of fun. I had lots of fun with him, right?

Salting the oats, letting you guys know what's going on, but that's the very point of what I'm trying to make. Just being present, just being in front of people. There will be lay down sales. There will be people who walk up to you.

That's the reason why I hardly ever work with a startup ever. The answer is pretty much always no. And the reason is because if someone is a startup, and they're not getting any sales, and they've never sold ever.

To me that means that they're not even trying because if they're just being present to the market that they're trying to sell to, they should get with enough repetition some sales. With zero sales skill. With zero, even marketing ability. Just by finding people, talking to the right people, who are like, "You know what, yeah, I was thinking about carpet cleaning. Yeah, I was just talking about this. Yeah, totally." And I was like, "Price? Yeah, okay, let's do it awesome. Hey, can you come back in like six months?" He's like, "Yeah." He actually said 12 months. Oh, yeah, I'll come back in a year. I was like, "No, I want it faster than that. We've got kids. There's like ...

Our Carpets are nasty a lot. Yeah, right. Come faster, right?
I was selling him. How interesting is that? Think about this, right? We always teach, right? That a new offer, like a new opportunity, goes and it sells to the masses. An improvement based offer, sells to those who are ambitious, and since most people are not ambitious. We don't create improvement based offers. Right?

We try and we go and create new opportunities, but you have to understand that just by being present, you will find people like myself, who are ambitious, and asking to be sold. Does that make sense? We always knew those people who were slacking off on the phone. Those people who are slacking off on the door ... Because there sales just totally stopped. Just by them walking around with this pest control badge on their shoulder, right? People would ask to buy. Right?

Be seen. That's all I'm trying to tell you. Be seen. Be in front of people. Be there. Be visible...

Right?

Now, there might be a lot of people out there who are not quite at the opportunity ... The opportune moment in their mind to purchase. Right? They should buy from you. They should buy from you, but they're like it's not quite time yet. Right? I've got a few other people that are trying to sell me stuff right now, and I'm like, well, it's not quite time for me to get this. It's not quite time yet for me to do this. Right? But there's a huge market, right?

Out there. Bigger than I know. I shouldn't say huge, but bigger than I realize, right? Who are the ambitious people, who are just gonna say yes, frankly because they know it's an improvement, frankly because the opportunity is there, frankly because we are just talking about getting our carpets cleaned. Is this making sense? Are you guys getting this? I hope it makes sense.

And so, I'm like stop obsessing so much over the actual product, and just be out there talking about it, selling it, right? Even if the pitch isn't perfect. Who cares. Just be out doing it. Right? That will perfect your pitch faster than you sitting in a room days for doing it.

Okay. It's funny because I'm in this cool place in my webinar building right now, where I'm actually recreating the entire thing. Okay, and that's what I've been doing basically this last week. I feel like my momentum has been a little bit slow, as far as output because I'm solely focusing on my webinar script.

I am destroying it. I did it live quite enough times, talked to a lot of customers, talked to a lot of people realizing that, oh, my gosh, this is what they liked. This is what they didn't like. This is what they didn't buy. This is why they did buy, right? And understanding what those things really were. This is a progression beyond a simple ask campaign to people who have never bought from you.

I'm talking with people who have bought from me, right? People who did start filling out their credit card, but end up pressing purchase, right? Those people. That's way more amazing data, and I'm going to them, right? And I've just been present. I know my pitch wasn't perfect, but my funnel is still limping on a single leg. I know it is.

There's so much that's wrong with it, okay, but I've not obsessed over it so much yet...

I know I will...

I know it's gonna be amazing, but what I'm waiting for is this awesome blend between what I know people are struggling with, right? Not just there needs, but what they want, and what I'm offering, and the sales message that delivers that offer. And it's coming. It's real close, it's real close, okay?

I just spent six hours yesterday going through and ripping apart my webinar. Ripping apart the script. Tearing apart my offer. I'm basically restructuring the entire thing. I'm very, very excited. Probably in like another week, we're gonna be gone for a little bit here, but probably in a week, I'm gonna turn back around, I'll redo the whole thing.

All that mattered for me, phase number one though. Right? If you're like "Steven, I don't get it." When you say "Steven go out, Steven go out and just start selling first," but I don't have the product totally perfect yet. Another way to think about it is just go be present. Just be there when people are looking.

Some of the power of publishing. Some of the power of you being out there, is just merely, right, just whenever their eyes look when they're like, okay, I'm finally ready. Okay, I'm looking. You know what? We just talked about how it'd be cool to do this, you know what I mean. You know what we talked about ... You know ... You know what I mean?

Boy, if somebody walked around here and says "Hey, we do sprinkler service." I'm hiring them on the spot. Right? There's stuff I need done with the sprinklers. I know how to do it, I don't want to do it. Okay, I dug sprinkler trenches by hand for a whole summer. I put up false sprinkler lines up, that was, I know how to do it, I don't wanna. Okay, if some guy walks up, does that make sense?

There are things that I see inside my life that I just not need, but also want. And same with you, and you're actually selling stuff, guys, it is ridiculous how many people are asking me for my product right now.

Coming to me, asking me, without me selling them. That means I have found a want, not just a need. I am hitting directly on the pain point. I am hitting directly on the spot where it is an insatiable blue ocean.

And just by me publishing, just by me being present, I am getting sales...

That's the whole point. If you still have not had any sales yet, I dare say you are not present. No one knows about you. No one has any clue that you exist if you have zero sales and you have been in business for awhile.

Just be visible...

It doesn't matter if it's not perfect, it doesn't matter if it's not ... anyway...

Okay, that's all I'm trying to say in this episode, be present. Okay. Publish. Okay. Be out there, be talking with people, be understanding who you're actually selling, okay. Your dream customer, not who could buy it, the dream person of who you want to buy it. Okay? And actually get intimate with that individual, understand who they are, understand that their needs, wants, and desires and go forward that way.

Anyways, guys, hopefully this was helpful to you. Hopefully it simplified things and it's keeping you from, I don't want you to over complicate things. I don't want you to over ... okay, because there's a lot of stuff we teach, especially those of you guys who came in the Two Comma Club Coaching Program, the new batch that we just got, right?

You guys represent my now twelve hundredth person, that I've taken through this process, okay? And understand that, the way the whole game is played, there's so much that we put out there, we know that. I don't want overwhelm to happen. Keep it simple, understand that just being visible with something imperfect is going to be so much better than waiting for something to be perfect. Every time, bar none, every time.

Anyway, there's a cool book, just the title that even says what it, it's call "The Consuming Instinct". That's exactly what this is playing in to. I'm actually looking at it right now. But it's called "The Consuming Instinct," right? Just got it. Very, very excited to start reading through it. Right? This is another reason why you go and sell wants, because eventually you walk into somebody and they're like "Oh, yeah, I've been wanting that lately. Yeah, I really do. I've been looking for something like this." We've been looking to get our carpet cleaned. Right? It's a consuming instinct.

People want to buy from you. So half you guys just aren't talking about your stuff enough, and being loud enough...

Final thing I'll say, there was a teacher that I had, a professor that I had. He was one of my first real mentors. It was probably about four years ago. He and I were chatting', a lot of you guys heard me talking about him, he was the CMO of Denny's, and of Pizza Hut.

He invented stuffed crust pizza. I was running a business at the time, we were doing three grand a week, and it was cool. You know, it was a fun business, it was like training wheels for me, for a lot of different things. Anyway, I started talking to him, and I was like, "Yeah, you know, I feel like I'm just annoying people from what what I'm doing. I'm saying the same things and I'm getting the same messages out there. And I feel like I'm just trying to annoy people."

And he brought me to the side and he goes "You've got to start understand that like" ... It's funny that Russell started telling me this too, but this is the guy that I learned it from, and he goes,

"You've to to understand that you're going to get so much more tired of your thing before other people. Like when you start being annoying, when you feel you're being annoying, that's when people are even starting to notice you exist. Right? You're gonna get tired of your stuff way before the market is, because the market really has no idea who you are for awhile. Right?

You've got to shake them, you've to to grab their shoulders and say "I'm here." Right? I'm here. When you, right, even if there is no pitch or sale, right, you're just being open and present. Anyway, just know that this is going to happen to you, and expect it to. And if it's not that way, you're not marketing enough, right? I'm tired of the things that they teach over and over again. Okay? I am. But I know that people barely starting to know from me, or know me for what I do. So why the heck would I ever stop? Right? I'm just being present.

It takes awhile for a whole mar...it takes, right? To think that an entire market will have your attention, too, is also ludicrous. It's ridiculous. I'm not gonna sway 100 percent of the market. To think that I'm going to have 100 percent of the market, that's not true. I'm just looking for my sliver, that I can go serve, that I can effect positively, that I can bless in their life. And in turn, they will support my life. Right? Like 90 percent of it is just getting out of the door and just talking about it. Just being where people are looking.

Anyway, you guys are awesome. Thanks so much for listening and I appreciate you guys being on here. Hopefully you guys enjoyed the last podcast. That topic, oh man, Questions that Invite Revelations is one of my favorites. I got a sweet one coming up for you next, as well, It's ready, it's ready to rock. I'm just salting the oats, here, okay.

Get ready to listen to it, it's very, very good. It's one to take out a piece of paper and listen with. It has blessed my life immensely. As soon as I learned what you guys are going to learn in the very next episode, I ran home and taught my wife, and I taught tons of people, because it was one of those things I learned that I said "Oh my gosh, this, this is life changing." And it has been already.

So, anyway guys, thank you so much, and I'll see you on the next episode...

Hey, thanks for listening. Please remember to rate and subscribe. Want today's best opt-in funnels for free? Get your free opt-in funnel pack by going to salesfunnelbroker.com/freefunnels to kick in your opt-ins today.

Good questions get good answers. Yet, the opposite is true as well. Solving marketing problems starts with checking that your asking the right questions...

I'm Steve Larsen. This is Sales Funnel Radio, and this episode is gonna just totally rock. It's pretty freaking awesome.

I spent the last four years learning from the most brilliant marketers today. And now I've left my nine-to-five to take the plunge and build my million dollar business. The real question is, how will I do it without VC Funding or debt, completely from scratch. This podcast is here to give you the answer. Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio.

What's up guys. Hey, I'm very excited for this episode to be honest though. It's funny as I look back I officially got hired by ClickFunnels two years ago almost to the day of me recording this. Which is awesome. Super, super cool. And essentially when I look back and realize everything that's happened, and a lot of you guys come up and congratulate and stuff like that and that means a lot and I appreciate it. But what's been more powerful for me is to look back and see what I had to do personally to really start winning at the game.

You know what I mean? One of my favorite things that were said in this last Funnel Hacking Live is by Myron Golden, which he just said he'd get on the show, which I'm very excited about.

So when that happens obviously, anyway, super stoked about that. But he said that one of the things that he did to win is he just stayed in the game long enough to just know what the game was, you know what I mean?

He stayed in the game long enough to be able to actually win at the game. And sometimes people jump in like, "This is a scam." Right?

But they were in there for like three months. I've been going at it for like five, six years there, guys and been a ton of fun, really enjoyed it, specifically the Internet game anyway. Anyway, as I was kind of looking back, I've been thinking heavily along the time when we were broke. I mean we were just living paycheck to paycheck.

We're literally living on loans, you know what I mean?...

A lot of guys know my story, the way it started. We were getting these student loans because it was the way we were eating.

And then finally I was like, "Man, I gotta make some money...."

And so I started flipping real estate And there were some complexities with where I was living that weren't allowing how I was doing it. I was doing some double escrows and flipping it that way, it's tons of fun. Put out those street signs all over the place, had 300 people call me in a month and anyways, I was working my butt off. I've never really not.

I just keep moving and make mistakes of commission instead of omission, you know what I mean? so I was sitting back and I was thinking through and there are these times, I guess multiple times and I'm sure that if you really have been wanting this, you've had the same thought. And I guess I'm religious and I'd be kneeling down at night praying and I'm asking God like, "Why am I struggling so much? Like, why? Why am I struggling so much? How come I haven't made it yet? Right? How come I ...?"

Those are the questions I was asking and it took some internal maturing for me to sit back and realize that number one, that's a stupid question to ask. And number two, what was I doing about it? And I was active, I was in motion, I was learning like crazy. I hustled my butt off, went and joined the army so we could eat, you know.

And I had a ton of fun there and learned like crazy and a lot of self discovery for sure. I certainly enjoyed my time there. Glad to finally be out of it, but glad that I did it though. Anyway, I had this guy tell me about 10 years ago, I went on a mission for my church for about two years and you know, he's a guy, we call him the mission president and he's the guy over all of us and he always taught us this one thing.

And I had this come to my mind couple of weeks ago as somebody asked me, they were considering joining the Two Comma Club ex coaching program and it was at the Funnel Hacking Live event, if you know what I'm talking about, go buy your ticket for next year. Okay?

It's, it's one of the best investments you'll ever make...

That event solely has changed my life...

There's not a doubt in my mind. I've a marketing degree and four Funnel Hacking Live events, I can tell you I've learned way more doing that, than I have in the marketing degree.

Not that I'm not thankful for that either, but anyway. But I had this idea, this mission president, he reached out when I did a two year mission for my church. Because I'm talking about those guys were in the white tee shirt and ties with the name badges on bikes. I did that for two years when I was 20 years old. He always taught us that the questions invite revelation.

Now I understand that from a religious context, you can understand what he's teaching there, but I want to take that out of the religious context and let you know that that's still true regardless of any area of your life.

And so when I was sitting down and I was thinking the question, "Gosh, oh, why? Why is this not working?" You know, like, "Please God, how come I'm not making money here? Why are we struggling so bad? Why am I not making the cash? How come it's not coming in? I'm serving? I'm working hard?" It's funny, it's interesting, you know, hindsight 2020 And I look back and I'm like,

"Oh, it's because I wasn't doing this. I wasn't doing that. I wasn't doing this, I wasn't doing that." But one of the things that I realized though is that the questions invite revelation. And that is so true for every area of my life. And rather than sit back and think the question, "How come I'm not making it?"
Instead, I should totally have been asking the question,

"How do I sell this better?"...

You see what I'm saying? Totally different question, and the question affects the outcome. So you guys know why I like putting some dubstep on, taking some caffeine and stand in front of a whiteboard? It's because I'm standing up and most of my ideas will come during that because I'm asking a question....

But the quality of the question affects the quality of the answer and instead of me standing back, start asking yourself the questions that you're asking yourself. Become cognizant of what they are and step back and start saying to yourself, "What questions have I been asking myself?" And if you're like,

"Ah, I don't know why I haven't been effective in this game. How come I'm not making money here or there?"...

Those are valid questions, but is it the right one? You know what I mean? And so there was somebody I was chatting with right at the Funnel Hacking Live Event and there were like, one of the questions that they started asking was ...

I'm sure some other people do this. I know that they did. Right. And I'm not making fun of the individual at all. I just think it's an important lesson. And as I looked back, it's one of the soul things that I have focused on kind of almost subconsciously. Certain times consciously and other times subconsciously.

If I ask the right question, it exposes my brain to that kind of answer. Meaning, how do I sell this product better? How do I make my offer better?
How do i market this in a better way? How do I get it right? And when I start asking those kinds of questions, I will get different answers. Like Steven, look at what you're asking yourself and sit back and be like, "Am I asking a question of ...

Anyway, let me go back. I've already jumped around enough times. Let me go back to Funnel Hacking Live. Somebody is asking the question, "Oh man, Russell, it's $18,000 or $1,800 a month either or for this program." How many people sat back and thought, "Huh, I wonder if they would offer a discount." I had somebody reach out to me and ask me that about my program just a little bit ago. Many people do. "There's no payment plan?"

No, no there's not.

And here's the reason why, and this is exactly what I was trying to teach this person at Funnel Hacking Live. I was just trying to teach. Look, if I asked the question, "How do I get a discount on this? Or maybe I can collaborate with three or four other people and we'll all split the cost."

What are you immediately doing? You're sitting back and you're asking yourself how can I stay in a place of poverty instead of paying for premium. That's what you're doing. And one of the things that has changed my life, and I know I've said it like a billion times, but was changing the question. And instead of me asking the question, because I've always wanted to be part of Russel's inner circle and I'm so thankful to be part of it now.

I am honored to the hilt to be a part of it. But I asked myself the question, how can I afford this? Rather than, "I wonder if you would give me a discount on inner circle."

No, I even worked with him, next to him. I still vox him all the time, but it's not what I am doing. I'm not sitting back asking the question. Maybe he'll just let me in. Maybe he'll just let me get inside. Maybe I can get just this little, you know, this brotherly side, open door, straight into the inner circle. Maybe I can find some kind of discount. No. Are you freaking kidding me? No. What you do is you ask the question, instead of asking, "How can I get a discount?" First of all, take that question and burn it.

Second of all, ask the question, "How can I afford the most premium services on this planet?" Answer that question.

Change it up...

Do whatever it is that gets you in flow, a little Caffeine and dub step for me, right? Whatever gets you in flow. Go to a whiteboard or however it is you brainstorm.

I encourage you to write though, there's something to that. And write out the question, "How can I afford the most premium price ever? How can I afford that?" And when you answer that question, you will be surprised.

First off, nothing will come to your head for awhile, but do not move on. Let your head sit on the problem. Most people will not sit on the problem long enough to hear an answer. They won't, they won't. And instead they turn around and they start walking and go, "Oh, well I can't afford that. He didn't offer a discount. There was no payment plan."

If questions invite revelation I have used this countless times in my business you guys, it's not just over in the place of religion where I was taught, it applies to everything. And so I asked myself specific questions and I do not move on when it is uncomfortable because I don't know the answer. I let my head stay there and

I start asking instead and I start brainstorming, "Well maybe I could do this. No. Dang, that's not going to work. Maybe I could do this. No." And it's usually as I start to brainstorm, little ideas will come to my head like, "Wait a second, what if I did this?" And I follow that thread for a while and I follow it.

"No. This part won't work with that. But you know what? This first half does. Let me take that first half, now we're working with this first half of that answer. Okay now from this point, let me ask the question again. "How do I afford the most premium services on the planet?" Okay, now I got this far, cool. Let's brainstorm, let my head sit on the problem. It's uncomfortable. I don't know the answer. Gosh, I don't know the answer. What is this answer, God?"

And I'll sit there and I start thinking, and my head's going a million miles a minute. I'm finding the spot and then all of a sudden I start finding more the answer.

So people are asking too many questions that are the wrong questions. Just get cognizant of what those things are. So stop asking, how do I get a discount? How do I get a payment plan? How do I do this? And here's the reason why you ask the other question, how do I afford the most premium prices on this planet?

When you do that, what it forces you to do is you end up creating an asset that pays for the most premium services on this planet. So then when you actually are through experiencing that most premium experience, you are left with both the experience and the asset.

If I go the other way and I start asking the question, how do I get a discount? How do we get a discount? How do I get a discount? You find a way to get a discount because that's what you're asking.

You were looking for that answer, so you find it, but then when you're done with it, usually you experience a discounted experience. You have a discounted experience with the thing that you pay for and you're not left with an asset at the end of it. Change the way you're asking this. Look at a different direction.

Anyway, so that's exactly what I asked myself about a month ago.

I was like, "Hey, we've got this cash coming in. My funnels are doing well. I know what's wrong with them, I know I need to tweak certain things on them. How can I make the funnel better? How can I sell it better? How can I over-deliver? How can I get this in front of more people?"

Those are the questions that I asked myself, but then I started asking myself the question, "How do I get in Russell's inner circle like that?" And I told you guys a few episodes ago, I told you about this, right? And I ended up walking into this hotel room and this was the biggest thing on my mind, I was just, how can I give myself a raise today? And that was the question on my mind, and guess what? I answered the question because it was the question I have in my head, not "Will Russell just let me get grandfathered into the inner circle because I sat next to him?"

Stupid question.

Whoever said there's no such thing as a stupid question, got Straight A's in school. That's a stupid statement. That's not true at all.

There are stupid questions...

That's the question that you've taken no time to try and get the answer on your own. That's a stupid question. That's the definition of it. Understand and call yourself out if you've been asking stupid questions, change the question and you will get a different answer.

And it will be uncomfortable, especially if you've never done this before. And if you've been living your life in a way where it's following the patterns of poverty and you're sitting back and instead, how you know you're asking the question, "Why are things so expensive? People would spend that much money on a shirt, a pair of pants at the store?"

Oh my gosh, whatever it is, whatever your thing is, people would do this instead of asking that.I'm not saying you change your personality. That's not what I'm saying at all. I'm saying change the freaking question.

Start asking questions of wealth and start asking questions of good business and offer creation and delivering for the customer. And speed of cash. So that is the question I'm asking myself now. When I was standing ... And this is the whole reason I'm doing this episode, when I was standing on stage at Funnel Hacking

Live and I was teaching and I'm in my zone. I love that. If there's nothing else I could do the rest of my life it would be to teach on stage is super fun. I feel like I'm really good at it and I practice it a lot and I get my flow and I help people in a way.

It's a lot of fun for me anyways, and had a lot of good results for other people with it too. And so I'm sitting there and I'm teaching on stage and before I got on there, Russell said, he told me that I should stand up and I should call my shot.

He said, "Dude, stand up and call your shot and say when you think this funnel that you built at the beginning of the year is actually going to get in the Two Comma Club." I was like, "You want to put a date on it?" And he's like, "Yeah, it's going to be awesome." And I was like, "Holy crap! Yes coach make it hard." So okay, "Publicly you want me to state this?" And he's like, "Yeah." I said, "Okay, all right." So what I did was I stood up and I taught my portion and you know, I loved it. Anyway, I am extremely proud of the way it went and I delivered it and it was awesome.

And I knew I had connected pieces for people. And then at the end of it, he wanted me to tell everyone what kind of the results were that I've been getting. And for the last month, I'm just being totally honest with you, I've been too obsessed with the question, "How do I develop these other assets?"

And so I haven't really been focusing as much on the Webinar. I'll call myself out and pull myself to the carpet there, call us up to the carpet...

But, I went in, as soon as I stood on stage and without realizing what month it is I publicly told everybody that I'm going to get my funnel into the two comma club for my second ward. I got a spot already on my wall for it that I was going to do by August 1st. I was like, "Oh my gosh."

After the event, I mean, literally just like a fewdays ago I was home, I didn't even think about it. Like, "Wait, August 1st, I told everyone that. What month is it? Oh my gosh. It's freaking April." Okay, April, May, June, July. I got four months.

And I started thinking through backwards, like, "Hey, okay, it's here where I am for that. From here we really are like another 800 grand on this thing, ish. That's like eight, nine grand a day. I was like ... Okay, that's a lot. I've never done that before. I've made eight grand in a day several times, many times. I made nine grand, 10 grand a day, 11 grand day. So, I've done that but consistently, that's a lot, you know, and I'm excited for it. And so that is the question I'm asking myself.

It is uncomfortable and I'm brainstorming. I brainstormed out four different ways that I'm going to be able to do that over the next four months and I only need one of them to hit to really get it. There are four Hail Marys. I'm super excited about it but I got to pull nine grand a freaking day in four months. I mean every day for the next four months to hit it.

So I'm going to kill myself trying to get it. I think I can. And in my head is asking that question, how do I make nine grand a day, which basically for me means I need to be pitching anywhere from, you know, 80 to 90 people a day, which means they need to be getting about 300 registrants per day, I spend about $1,500 a day in ads, which is totally do-able.

So that's just one method. I was thinking back like, just reversing, doing all the numbers. The problem is that when people ask the question, they don't do enough to try and answer the question on their own, out of their own head.

New ideas don't come until you have literally exhausted all the current ideas you have. So as you're sitting there and you're on your whiteboard or whatever, I drastically encourage y'all have one, and write stuff by hand not just on digitally. That's something.

Anyway, I don't know why, but I'm very convinced that, that is far more effective than just doing things digitally all the time for everything. I got legal pads all over the place here, but anyway, I feel like the reason people will screw this up and this method up is because they'll sit back and they'll ask the question and then do nothing to try and solve it on their own. I got books all over the place. I'm reading, I'm grabbing it. "Oh, this looks like I might have some answers for that."
"Boom. I just did that this morning I'm reading some pieces of books for that." Oh, cool.

Okay. Next one, boom, and I'm reading for purpose. I'm reading with the intent. I'm studying, I'm listening, I'm learning for the intent of answering the question. How do I do nine K a day? And that is what I have been focusing on. So, that's the question on my head. It is uncomfortable.

I'm excited. It is a growing one...

Regardless if I hit it, I know that the outcome will be better processes, better performance for myself, discovering new ways to sell things that probably people in the market aren't doing. Cash. The byproduct is that I can't think of a thing that's going to be negative as I try and solve this problem. So that's what I'm trying to say.

Upgrade your problem, upgrade your question and ask the right ones. Make sure the questions you're asking are questions of wealth, not poverty. Make sure that you're trying to find ways like literally, that's what I'm saying before.

I was like, "How can I afford Russell's inner circle stuff? Guys, now I went and I created an asset in the last month. It pays me like at least 15 to $30,000 a month from now besides my funnel. Boom, boom, boom, boom. Right? Crazy. Crazy. I'm so excited.

That's nuts...

I removed my cost of goods for this funnel there. I don't take cash. And anyway, that's a whole different thing. And I went and I have already talked about that, but that's what I asked myself. So that's what I answered. And so now it's time for me to change the question and go focus on that and I'm excited to do so.

So anyway, that was an intense episode. Hey guys, thanks so much. I appreciate it. Again, this is my ... I would love again to get some reviews from you guys on iTunes. That would be super helpful and if you've had any piece of nuggets or any nugget or whatever or something like that, that's really helped you, I would love to hear about it.

Whether if it's a personally or that's what you put in the review on iTunes. Or, if you just tell someone else even. I really appreciate that. I am very serious about what I'm doing here, but it's a ton of fun and really been enjoying this ride with you guys. So, anyways, thank you so much.

I appreciate it. I will continue to document both my processes and methods and why I'm doing what I'm doing as I move down this path. So anyways guys, thank you so much. I appreciate it. And I will talk to you later.

Thanks for listening. Please remember to rate and subscribe. Hey, you want me to speak at your next event or mastermind? Let me know what I can share. It will be most valuable by going to stevejlarsen.com and book my time now.

I get asked a lot, "Steve, how do I choose what market to sell into?" Well, here's some of the basic criteria I put an audience through to see if I should sell to them...

Hey. What's going on everyone? This is Steve Larsen, and you're listening to Sales Funnel Radio. I've spent the last four years learning from the most brilliant marketers today, and now I've left my 9 to 5 to take the plunge and build my million-dollar business. The real question is how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio.

What's up guys? Hey. I'm super excited for this. I know I'm publishing a lot right now. It's because I have a lot of thoughts, especially after Funnel Hacking Live. That is like throwing gas on the fire for my brain, and I love it. Hey. I am very, very excited for what I want to share with you. I sat back a while ago, and I was sitting down. I was thinking through how many businesses I had tried before ever actually getting one that really started going off the ground. As I looked back and I started realizing it's like, I don't know, 14, 15, 16, 17. I mean, it's a lot. I was going through and I was numbering all the products I had created. I was like, wow, okay, I kind of first started with this one. Then I went to this one. I was like, wow, it's really fascinating.

To look back. I encourage you all to do this. I seriously, seriously doubt, and almost bet on my life that I am not the only one who's tried a billion different products, lots of different businesses and failed at a ton of them, meaning of this audience who listens to this. I encourage you to go sit down and start writing those down. It's kind of a neat thing to look back and realize, like why did that fail? Why did that fail? Why did that fail? One of the lessons that I've learned was tossed back into my head.

I've had a few people asking me a few questions lately, especially with the recent program, Two-Comma Club X Coaching, that I'm one of the coaches for and that ClickFunnel has just released. A lot of people have been coming to me saying, "Hey, Steven, is this a good idea? Is this a good market? Is this a good product?" Well, first off, I'm not going to know your industry like you are, okay, but I do know the models and patterns that show if it is something typically good to go into usually. Okay, okay.

When it comes down to it, like we can teach the models, we can teach the patterns and then after awhile it's guessing. You know, you just have to launch it after awhile and just see if it actually sticks. There's a lot of patterns and stuff that we can walk through to help shave off bad ideas. Anyway, I was recently talking with someone and I had this memory come to my head. Back before I started using ClickFunnels and I was building funnels inside of GetResponse, literally, like the email provider, right, GetResponse autoresponder.

They have a landing page software, and I was building essentially funnels on their landing page software. It was terrible. It was so jenky. Anyway, I would like sneeze and half of it would get scrambled. It was the weirdest thing. Anyway, but it's all I had, so I was trying to do that. It's very much part of my character that as soon as I start selling something or as soon as I've learned something and I know it can help other people, I want to go tell them about it. Say, did you know you can do this? Oh my gosh! Check it out? Right? Which is why I think I podcast the way I do.

Anyway, one of the people that I wanted to go present this to was a door-to-door company, okay, a door-to-door selling company. I had already done one summer of door-to-door sales at that time, and Vivint, like Vivint Home Security. They had a huge office near the place where I was living at the time. This was six years ago. It was quite a while ago. Five years ago, six years ago, something like that. Anyway, so I walked on in to Vivint and I sat down with some of the owners. It wasn't the "owners" of Vivint, but it was before their massive buyout.

They got bought for like $2.4 billion or something for only like 75% of their company. They still maintained 25%, which is crazy. Crazy! Oh my gosh! Can you imagine that? Anyways, it very well may have been some of the top guys because that buyout had not happened yet at the time.

Anyway, so I was chatting with them and I was telling them, hey, did you know, you've got these sales agents that are out there doing this and that, right, these reps that are going around. Think about the cost of supporting a rep. Think about this. I could build you this thing that I'm doing called a funnel and we could like totally ... and I started giving them my ideas of basically and front-end funnel, super awesome. I ended up buying like doortodoorsellingsecrets.com or something like that and a whole bunch of other tons of URLs for that.

I really like the door-to-door sales game. I think sales is one of the most prestigious, I don't know, careers ever. Call me bias, but I think it's true...

Anyway, so I was sitting there and I was telling them about it, and I was like, hey! To be completely honest, I know it would work. I know it would work. Right? It fits all the models. It fits all the patterns. I was like, think about that. This is like having tons of sales agents in lots of cities that you don't have to pay to support. It's all on a website. They were like, "Whoa. That's crazy." It turned out that like they just didn't want it. They just did not want it. Okay. I was like, okay. I was a little bit frustrated. I spent like a couple hours in there teaching them, pitching them, helping them realize. They were like, "Wow, that's amazing. Okay. Let us work this up the chain a little bit and we'll get back to you on that." If you guys have ever done any sales that basically means no. I was like, crap.

I walked out and I was like, why didn't they see it? How come they didn't get the value? Right? I guarantee every one of us has had that experience before in some fashion. Okay? You're looking at a customer. You're looking at somebody you know you could help. You can't help them for free because that negates progress rules and laws, okay, right, for the most part. You couldn't do it for free.

Anyway, you could not, however, sell them on the fact that this was something that they need, right, that it would drastically improve their life or their business. That's a frustrating thing to sit back and go through. I've been through that tons of times, tons of times, and you guys probably have as well. I recently had someone reach out and ask the question, hey, I've been trying to sell in this area to these people and I just can't sell to them. I don't get it.

Why isn't this happening? I had all those memories rush back into my head. You know, I've had the unique experience over the last year and a half-ish, over a year, to coach. I was putting the numbers together. It's almost 900 people that I've had the honor to coach in this process, 900. Okay. You know how many offers I've gotten a chance to see, how many funnels, how many industries? It's crazy. It's crazy. Okay.

Before we ever launched Two-Comma Club X Coaching, I was the main coach. I was the only coach, okay, for well over 700 people, and then there's a ton of other people on my own as well. I was thinking through all the lessons and I was looking at the patterns and I was like, man, this is really fascinating. It is a unique perspective to be in. How can I share some of these lessons? Like I said, someone reached out and they asked, like, how come people aren't buying this?

I immediately in my head was, this came to my mind, well, you did not choose a money market. That's exactly what popped in my head. You did not choose a money market. They don't want what you're trying to sell. You know they need it, but they don't want it. Right?

What I wanted to do is I wanted to walk through real quick some of the criteria, the major foundational criteria that I go through before I ever start putting together an offer, before I ever start putting together a sales message.

You guys know, like in the past little bit here I've gone over the core of what a funnel actually is, right, but before I even get to that stuff, man, you have got to turn around and you have got to figure out if the people you're selling to even want your stuff.

Let's go through a few of these items. Sound good? Okay, that's what this episode specifically is about, is I want to help you understand, like I'm not telling you that you can't make money if you don't fit these criteria. I am telling you it is a lot easier and faster to choose a market industry, a money market. That's what I meant. Money market, not market industry.

Choose a money market, okay. Oh my gosh, it helps so much. I was drawing out and I was doodling this stuff out and I was like, yeah, these are the lessons and you have to have this here and like this part over here. We're talking about speed because you can make money in a lot of different ways and places where people don't want your stuff.

I want to tell you from my own perspective, from my own experience, selling my own stuff, helping other people sell a lot of their stuff, helping the people get in the Two-Comma Club. What I have seen these patterns be as to the speed aspect to this, when we talk about the only two numbers we care about in a funnel is average cart value and cost to acquire, but cost to acquire is not just about money. It's also about time. If your cost to acquire, time wise, is huge, I'm not saying that you can't make a whole bunch of money.

I am saying that your cost to acquire is gigantic. It's huge. This episode specifically, I've spent quite a bit of time, more than I usually do, brainstorming out this topic and fleshing it out and trying to distill down for us all more of these elements that help drastically decrease your cost to acquire, time wise. Okay, speed, to get the speed up. Are you sufficiently pre framed? Okay, cool. Let's go on.

Number one, when we talk about health, wealth and relationships, the reason why, again, that we go back to those health, wealth and relationships, those three markets, are there other markets I'm sure, but those are the three no-duh buying markets. Just like we've talked about before, a no-duh product, a no-duh, like an obvious thing you would go purchase. There's not a salesman next to a gas station. You're going to buy gas. Right? There's not a salesman next to eggs or bread or milk in the grocery store, right? There's not. It's a no-duh buying experience. People are just going to go buy it. They're going to.

They expect to buy it. There's not a salesman for your utility bills. They expect to purchase there. Does that make sense? The reason why health, wealth and relationships are such powerful things is because they are areas where people expect to spend money. They expect it, right. I expect to spend money going to the gym for health. I expect to spend money. Everyone says, like, it takes money to make money, which is total crap, meaning it's an expectation, though, right? Relationships. People are willing. They expect to spend cash if they were ever going to go to a therapist or spend money going to a conference or even a date, right? It's going to take some money, typically, right? Those three areas, that's why.

Like I've said in the past, while your product itself does not need to naturally fit inside those, your sales message must, okay, but it is way easier if you choose one of those three money markets. Health, wealth and relationships are three money markets. That's the first filter. Does my product fit in health, wealth and relationships? If it does not, can I make the offer. If it does not I at least, at bare minimum, have got to make this sales message fit in one of those three. That's the first criteria. Choose a freakin' money market. It's so much easier.

All right. One of the next things. Was Vivint able to spend money to hire me to build a suite funnel for them? I was not nearly as experienced six years ago. I think that was six years ago. If not, it was at least five. Anyway, are they able? Oh, yeah. They've got cash. Oh, yeah. Are they willing? No, or they weren't at the time. Maybe someone hears this, they'll come back to me and hire me. I'd love that, by the way, if someone wants to reach out. That would be a lot of fun. I've got some sweet ideas for you guys. Anyway, there's a ton of people that are able to spend money. They're just not willing.

You've got to find this magic combination of the two. If you find people who are able to spend money, meaning they have it, but they're not willing, it means you're selling a need, not a want. If you're selling a need and not a want you automatically are getting inside of an improvement-based offer. In your head you're at least categorized that way, okay, in their head, even if you really are in a new opportunity.

Anyway, if I'm talking like straight techno babble here guys, go read Expert Secrets again, okay, and Innovator's Dilemma and Dot Com Secrets and Growth Hacking by Ryan Holiday. In fact, it's funny. As I started doodling all this stuff out and I was like, oh, yeah, Growth Hacker, and I went and picked it up and it literally says, Step Number One. I was like, oh, Ryan and I need to hang out. He says "Step number one, it begins with a product market fit," okay. Paul Graham says, "Make something people want." That was the first thing in the whole book and I was like, yes, that's exactly what I'm talking about.

Stop selling freakin' needs and the way that you sell them is by selling the people that are both willing and able by choosing a money market and selling, which is the third thing here, to irrational buyers. They have to be irrational about it. They have to be like the psycho people, the people that go and they hang out in front of

The Apple Store before the new iPhone comes out, when they very well could go purchase one the very next week without spending the night in a tent in front of the store, right? You've got to find the irrational purchasers, and if you are not selling to a category that is irrational about what they are doing, right, a cult, basically, if you're not selling to those, it's very hard. You start selling more into the need category.

Needs, needs. Improvement-based offer. If I'm going to go sell a need, that's an improvement-based offer, and what's happening is by default you must start selling by competing on price. Since they don't necessarily want it, they at least don't want to feel like they're getting taken, so they start nickling and diming you down. I don't know if it's worth this much. Bleed for me more. Bleed. Right?

No, no. Sacrifice for me more. You end up getting clients and you end up getting customers and you end up getting a following that is not ... They're there because they feel like, yeah, okay, yeah, because of all these logical reasons I do need it rather than, I've to have this! Oh, my gosh, get out of my way. You've got to find people.

Anyway, so, number one, choose a money market. Number two, sell to people that are both willing and able and then, number three, sell to people who are irrational. They are ridiculous about the thing you're actually selling. What's cool about this is one of the other categories that I start looking at is, now that like, you guys know that I sell in the MLM space a lot, right. Right now, that's what I'm doing. I love it, and the reason I chose it is because, number one, it's in a money market, wealth.

They believe they'll get wealth through the vehicle of MLM, right. Number two, they're willing. A lot of people are not able, though. Stereotypically, a lot of MLMers don't have a lot of money, stereotypically, right. A lot of them, it's the first thing they ever get into. Don't lie to me. You've probably been in a few MLMs yourself. We all have, right. The category of person that I'm selling to inside of that market definitely is willing and able.

And then, number three, they are definitely irrational purchasers, okay. Those are some of the categories that I went to to choose that market specifically. Okay.

The next thing I go through, and I do this all the time, I look through and you don't necessarily need this part, but it makes it way easier if you can get this part, I like to choose a market, a customer base, that expects to pay higher ticket, right, right. You could be in the business of selling, eggs, bread and milk. Is that high ticket? No. The volume is going to be insane that you have to sell in order to make a lot of cash, right?

I like to sell in areas where it's expected to spend a lot of money, right. You don't go to a car shop, even a used car shop, without the expectation of spending at least several grand if it's a bad used car shop, right, but like if it's a nice or even like, let's say, house, right, it's expected that a lot of money flows in those areas. I like to choose where they expect, yes, you know what, I will be spending a whole bunch of cash in this. If you're like in eCommerce or you're in retail ...

I was speaking once in Vegas. It was definitely over a year ago now, I think, and I was speaking at an event. I was speaking and Anton Crowley, if you guys know who he is, he's the man who runs a company called Drop Ship Lifestyle that he put together. He spoke right before I did, and what was cool is he got up and he said that he drop ships, but he only drop ships things that are like at least a grand for this exact principal, that because people expect to pay a lot of cash in it, there's a lot of margin in there left over after he pays business costs and product costs and things like that. It's the same kind of thing. Again, it's not that you have to. Okay. It's not that you have to. I'm talking about the core of your business.

I don't expect to charge $5,000 for a free plus shipping book offer, right. It's free. You just pay $5,000 for shipping. Right? That's not what I'm talking about all. I'm talking about the core of the business, the middle of the area, the actual thing that keeps our doors open, that slightly more mid to higher ticket area, around $1,000, $500, $2,500, $3,000 around that area, selling stuff like that.

If I know that it's already an expectation, oh my gosh, it's so much easier because I don't need to go break that belief. The reason it's this value is because X, Y and Z, right. Then I've got to go start selling logical and I've got to tell even more stories, break even more false beliefs. It's not that you can't. It's just, I'm talking about the low-cost proposition time wise, right.

Time wise, it's going to be a lot faster for me to actually go sell when they already expect to pay higher dollar. Anyways, I think I talked about that one maybe too much...

I like to ask the question, also, how easy does this sell, not how good is the product or how good is the offer? That's good. The offer's got to be amazing as I've talked about many times, but if I could ask the question, how easy is this for them to purchase.

This fits back into the category. It's almost like the question you ask if you, the kind of checks, is it one of the three money markets, is it irrational buyers, are they willing and able? If it sells easily, right. Once you show the house, the actual sale part of it doesn't take, I mean, sometimes it can take a while to close, but you know what I mean. Like, emotionally on their side there's not tons of stuff that has to go. They expect to spend a lot of money. It sells slightly quickly. It's an expectation that it's a lot of cash they're going to have to put out. Does that make sense?

Anyway. Here's one other thing I wanted to bring up with this is that I think I was at a FAT event. One of the things that I started noticing was some people would show up to the FAT event and they'd sit in the back and they were trying to figure out what they wanted to do still. I completely get that, and I'm actually going through that a little bit right now. I'm trying to figure out what I want to be when I grow up. Okay.

What's the contribution to the world that I'm going to try to make, not just the marketing world, but the world in general. Russell is starting to ask those questions. He's doing Operation Underground Railroad stuff. Does that make sense? Okay. He's in that phase.

The first thing that he did, if you look at anybody who's really been quite successful, even 2017 Funnel Hacking Live, Jim Edwards talked about this. Okay. He talked about this. He said, "Look. The first funnel that you build is the funnel that gets you your bills paid." Right. It's just the one that matches the amount of money you were making at your job. It helps buy back some of your time. The second funnel that you're billing is really the one like, hey, man, you pay off all of your debts. You get the house that you really wanted to.

You go get the toys that you want to. And then the third, I can't remember them. He had categories for them and names for them...

The third funnel you really go build typically expect that one to be the one where like you don't need the money, but it's like the ludicrous money that frees you for the rest of your life where you go change the world and stuff like that. I think one of the things that people get stuck up on, and Simon Sinek talks about this a lot with Millennials. I'm namedropping like crazy in this episode. Simon Sinek, if you've never heard his stuff, go look him up on YouTube.

He's awesome. He talks about this with millennials a lot that one of the things that they'll get stumbled up on is this idea that you must have impact immediately. Yes, it's great if you can, but it's not the thing to get stuck on. Rather than focusing on changing the world first, focus on changing your world first. Does that makes sense?

I'm going and it was like a year and a half ago, two years ago, I launched this funnel and it totally changed my world meaning we were able to start chomping away student debt. We were able to ... I mean, it's more cash than we'd ever had. Does that make sense? It did a lot of stuff for our own finances to free us so that now I'm able to do more change-the-world style projects.

I think sometimes people will step back and they'll go, and this is a pattern I see, you know, almost 900 people coming through coaching with me now, like the thing that I'll see them doing is they're like, I need to change the world! Ahhh! Then, they've got this complex over it, and yes, that's great, but don't do that first. You know what I mean? If you can, more power to you, but if you can't don't stumble on it.

Don't make that as a reason to not get going, to get your butt off the ground and doing stuff. I feel like it's one of the areas that people will step back and be like, I'm not having an impact yet. I'm not changing the world. It's like, you're still working 9 to 5. Focus on getting your funnel out of the ground that actually gets you out of that first, right, that empowers you, that buys back your time so that you can later on, your second funnel, your third funnel, whatever, then you can go do the crazy massive personal freedom funnel, the massive change-the-world project.

Anyway, maybe I should have put that in a different episode. That could be a whole episode of itself, but it's already been a long one. I can't believe it. Anyways, I just wanted to bring that up. When I'm choosing a, especially if this is your first one out of the gate and you like haven't totally like blown something up yet, that's fine to not have this massive impact thing. First, funnel hack. See what's out there, right. Follow that yellow brick road as far as you can. Number two, then you're going out and you're adding onto where the road stopped. Right? You're in a new opportunity...

Then, when you're actually making the cash, then you're able to be more nimble anyways because you're not so concerned about getting a sale. I'm not going to eat if I don't make this sale. You're not in that area. You can actually step back and make decisions that will change the world rather than, I want to change the world, but, man, I've got to eat.

Anyway, I feel like I blended two topics in this episode, but the way I choose a market, right, market, not product, not offer, not even sales message, is I need to find an audience first. This is how I choose an audience. Maybe I'll call this episode that. This is how I choose an audience. Number one, do they fit naturally inside one of the three money markets, health, wealth and relationships. Number two, are they both willing and able? Do they freakin' want it, or are you selling a need? If not, that's fine. Rinse and repeat. Don't be afraid.

Money loves speed, right. Be fast. If you realize, oh my gosh. There's just no way I'm going to get enough volume to really make it. I'm selling something you'll need. I know it's a legitimate problem that I'm solving. Yes. Congrats. That's awesome. If they don't want it, you're already, that's rough.

Anyway, number three, are they irrational about the way that they purchase? Are they fanatics? Usually, it has to do with having a lot of culture around the market that you're selling into. Do they expect more high-ticket stuff and is it easy to sell? When it comes to you personally, that's how to choose more and more of the audience, but then you personally, as far as expectations in it, make sure the person understands that you may not be in like the massive-level impact-the-world stuff. Maybe you're just changing and impacting your own life, finances and stuff like that in your own family.

That's great. That's fine. I find a lot of people lately have like almost a complex about that. I'm not having an impact. It's like, wait a second. You just changed your world and your family's world. That's a huge impact. Are you kidding? Don't focus yet.

Anyway. All right. Hey, guys, hopefully it's helpful. Those are some of the base criteria that I run things through and then I go out and I start choosing the sales message, then I go out and I start creating the offer and then building the funnel and then rinse and repeat and going back forth. Anyway, I hope that that helped. I hope that that clarified some stuff. My real hope is that when it comes down to your expectations on this is that you give yourself a license to just change your own world first before you try to change "the world." It'll do a lot for you emotionally as you do that.

Anyway. Hey, guys. Thanks so much. Appreciate it. Hopefully you guys enjoy this episode. I would love it. I love going, I don't know, call it ego, call it motivation for me to keep doing this. I probably will anyway, but I love, love seeing the reviews. If you guys wouldn't mind I would love to have you guys go over and leave a review for me in iTunes. It means the world to me to see that.

IT helps like crazy. We're getting about 500 downloads a day right now. It's been a ton of fun. Thank you guys so much. Thanks for being a listener, and I'll talk with you later.

Hey. Thanks for listening. The most common question I get is, Steve, will you look at my funnel. Of course. Whether you want me to coach you, give some handholding and guidance during your funnel build or simply review the one you have, head over to coachmesteve.com and book your session now.

I LOVE 'Ask Campaigns'! But there's a build-in flaw...

What's going on, everyone? It's Steve Larsen and you're listening to a very energetic, high speed, fast-paced episode of Sales Funnel Radio. I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine-to-five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business, using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio.

What's up, everyone? Hey, I'm super excited to dive into this episode today with you. I just wanted to go through real quick and help you understand one of the reasons ... I get a lot of people who reach out to me and they'll be like ... Well, here's an example. I brought 700 people so far, 700 about, it's like 680 or something like that, through the current Two Comma Club Coaching Program and, if you guys are part of Funnel Hacking Live, you know that there is a new program that is out, which is awesome, and there's hundreds and hundreds and hundreds of people who are jumping in as well.

Very, very excited to have you guys, by the way. I can help you guys set up your offers, things like that. Anyways, I'm excited to have you here, it'll be awesome.

And then I have my own students. Here's the scenario, you spend a ton of time, you build a funnel, you're spending time in the editor. You put together this copy and these videos and you're getting together the traffic, you're building up some buzz for it, and you go and you launch this funnel. You're running ask campaigns and you're reacting to what the market is telling you to do, and then suddenly you realize that, oh my gosh, the funnel's not actually gonna work. It's a scam.

Steve, one of those massive eyeballs. He's not delivering. You're like, what? I wanna tell you why that easily is. I don't wanna tell you why it typically is that even when ... When I was working at Click Funnels, when Russel and I would launch a funnel it wouldn't work the first time. Here's one of the reasons why. It has to do with the way that the offer came about. It has to do with the way, especially if you're creating an opportunity switch.

I had the honor and privilege to do a round table at Funnel Hacking Live and this topic came up, and I realized that I don't know if I've really talked or discussed about this with you guys and somebody asked, what do you do when your funnel doesn't work? I was sitting there and I was pretty much yelling for three hours. It was the fastest three hours of my life, by the way.

I love coaching. I just had no idea three hours went by. I had people around me the whole time and it was so loud in there I was yelling so that everyone could hear. My throat was killing me at the end but it was a ton of fun.

Anyway, it pretty much goes like this. When my wife and I were expecting our first child, meaning literally we went to the hospital and she was about to have the kid, we were in the delivery room, and I first of all want to give the caveat that I recommend you never do this, ever, men. We were in there and she needed to be induced. Nothing had started yet. We had already been in there, we'd spent the night in there, and nothing had started yet. We were just kinda hanging out. Sometimes it's kinda long waits inside those rooms before the delivery action actually happens. Super special and a great experience.

Anyway, I was sitting there and ... at the time, I can't remember what I was trying to sell, but I was trying to sell something or I was gonna go make a product. I didn't know about offers yet. I was gonna go make this product and at the time, Noah Kagan, if you know who Noah Kagan is, Noah Kagan had this thing at that time where he would help you make your first $1000 on the internet, but you could text him personally before you actually bought, with any final questions.
I was like, hey that's kinda cool. So I decided I would text him.

I'm sitting there in the delivery room. Nothing's happening yet, there's nothing going on. I'm not that kind of schmuck, but don't do this guys. I was sitting there and I decided that I would text Noah Kagan. I'm texting Noah Kagan and I'm like, hey man, I got this sweet idea and I would love to be able to go and build it.

Do you think it's a good idea? He goes, I don't know. I was like, what do you mean? Is this a good idea? He's like, look man, I let people vote with their wallets. I don't care what they say with their mouths.

I was like, huh. That makes so much sense. How come I never thought of that before? This is like four and a half years ago now. I was like, oh yeah, that makes complete sense. Why would I care about anything? You know?

Now, think about it. What's the thing we teach you to go do to start uncovering the false beliefs? We tell you to do an ask campaign. An ask campaign. That's people telling you, oh yeah. Right? How many times have you guys said ... We've all done it. Classic example is January 1st. We all make our New Year's goals, our New Year's resolutions. I'm gonna go out and I'm gonna do x, y, and z better.

Three weeks in, 99% of people aren't doing their thing anymore. So, same thing is true when you're asking people, ask campaigns and stuff, what's your number one question or challenge with x, y, and z? It helps you like crazy get a good baseline of what it is that you should be go creating. But you gotta understand that when you're creating it, you actually, by nature, have a gap in what people said they're actually starting with versus what they'll actually pay for to have a solution for. There's a gap there.

So, that's why you have to be reactionary so quickly. So that when you go out and you're actually building your funnel and you go out and you launch that thing, you've gotta understand that you are doing so with a sales message, an offer. You're doing so with a funnel that is based off of what people said they're interested in versus what they're actually interested in.

So, by nature, there's a gap. That's why you do and run what Russel calls an audible. A funnel audible. The moment you launch the thing, you do it with the expectation that it will fail because you've created it from this ask campaign based off of the ideas of what people said that they're struggling with. Do you think that people even know 100% of what they're struggling with? No. I can even tell you from when I coach people, most people have no idea what they're struggling with on their own phone.

They're like, I don't know what the problem is Steven, you gotta tell me. And I gotta look in and be like, this is the issue. I love ask campaigns, but it's the reason why I don't just do them once. I don't ever really stop them. I do them over and over and over and over and over and over and over and over. It's not always the same way that Expert Secrets talks about.

It's not always me legitimately or forwardly ever saying, what's your number one question or challenge with x, y, and z? But I'm usually always doing some kind of ask campaign. I'm gleaning from the market what it is that they said that they'd like. What it is they said that they don't like.

How many times do you change what you do and don't like? You do it all the time. So when you launch the funnel, you've gotta go through and understand that there's this gap that's created by the very nature that you created the data. The very nature. Human nature. Yes Steven, I'm struggling x, y, and z. My number one question or challenge is this. Oh, you want me to pay for that? Well, I don't know about that. You gotta understand that it's the same thing that ... I've told the example before on this podcast about when we launched the Expert Secrets book. Within a day and a half, we realized that something was wrong with the funnel, the Expert Secrets book funnel.

It was Russel, John Parks, Brandon Fisher. We were all in a cabin hanging out with the Harmon brothers, creating the script for the viral video for click funnels, and that's when we realized that, oh crap, we gotta go through and fix this thing. So what we did was we called an audible, within a few days.

What I'm trying to tell you is that you've gotta understand that when you launch it, do it with the expectation that it will fail. It even fails every single time that we put it out there. But the speed of success is gonna be greatly dependent on the speed at which you call your audible. So do it. Don't plan something else after you launch your funnel. The only thing you should have planned after you launch your funnel is to sit and watch, for there to be enough data for you to look back and go, crap. This OTO isn't working.

Crap, this opt-in page isn't working. Crap, looks like this ... You know what I mean? You go in and you do macro level, huge level changes, huge level split tests. Not little tiny stuff like, let's go change the button colors. No, no, no. Nothing like that. I'm saying you switch up the whole freaking offer. I'm saying you adapt the whole sales message. Big stuff. We hardly ever get down to the micro levels of split testing stuff. Hardly ever. It's usually at these macro, macro, big, big levels.

We're like, man, we could change this whole thing and try and get a 15% boost in conversion, versus us trying to get a micro two to three percent boost in conversion based on button color and positioning and stuff like that.

Go macro before you ever go micro. I wouldn't even think about micro for a long time. Stay high level with it. But that's the reason why a funnel will not work, typically for quite some time, because it's the nature of the way you collect the data. It still is better than you doing it off of your own head. So still do the ask campaign, but just understand that this is you literally creating your product with the market when you do it this way, when you do it with the understanding that when you launch it, it will not do well.

Usually not. Because you're doing the ask campaigns. You're getting it from people who are saying what they want, but they're not actually putting their wallet forward and voting with it. When you actually get to a spot where you're like, hey people are actually gonna vote with their wallet. Sweet.

There you go. You bridged the gap. You gotta figure out that gap. That gap is the reason the audible is needed. It's the gap that's created when you're actually collecting the data for your message, for your offer, for your products, for your funnels. Does that make sense? I don't know another way around that. I still think you should do the ask campaigns. It helps you understand, if anything, the excuses of your market, which is great. It's gonna help you put all those things together. But in terms of what people actually get their wallet out for, that's a little different there.

There's a bit of a chasm there. There's a bit of a valley there, there's a bit of a canyon there. So you gotta figure that out and be ready to build a bridge so that you can cross that gap, because you'll get a lot of traffic. They'll just buy it from you anyway. But, when you can cross the gap into what mass market is willing to pay for it, that's you crossing that gap, and you gotta do it with some speed. The faster you do it, the better.

I feel like most of the time when I see a funnel, they've not called any audible on their own yet and it's one of the reasons why their funnel still stayed bad. It's because they come to me and they're like, hey Steven, how come it didn't work? I'm like, well what did you change after you launched it? We don't know. We just know this one page didn't work.

Okay, if you know that one page didn't work, why have you not changed anything on it? Switch it at a high, high level. Big, macro level changes. Switch out the entire product in that OTO. Maybe you're telling the wrong story all together. When you launch the funnel, you're not done. You're kinda starting. And you're starting on this phase, this period, where you're reacting to what the market said, and you're being very reactionary, which is good. Then it's react, relaunch, react, relaunch, react, relaunch till you get it to the spot where you realize, holy crap, we've bridged the gap.

Hopefully that's helpful. Bit of a shorter episode, but it's the reason that the audible is needed. I love Russel's presentation at Funnel Hacking Live about funnel audibles. That's the reason why the audible happens. That's the reason why the audible is needed. Many times, multiple audibles.

Especially if you're doing an opportunity switch. That gap is pretty wide if you're doing an opportunity switch. When you're doing an opportunity stack, the gap is a little bit smaller because you've already crossed it once before. You kind of already know what people will pay for versus just say that they'll pay for. If that makes no sense to you, you've gotta go read the book Expert Secrets. Huge fan of it, obviously. If you guys have not figured that out by now, you don't know who I am. Hopefully that's helpful guys. Be ready for the audible.

The speed that you call the audible, the speed that you react, this is the correct moment to be extremely reactionary inside your funnel. All right guys, thanks so much, and I'll talk to you later. Bye.

Thanks for listening. Please remember to write and subscribe. You want me to speak at your next event or mastermind? Let me know what I can share that would be most valuable by going to stevejlarsen.com and book my time now.

Jumping straight into ClickFunnels after having an idea is actually the wrong order to go...

Hey, what's going on everyone? This is Steve Larsen and you're listening to Sales Funnel Radio. I've spent the last four years learning from the most brilliant marketers today, and now I've left my 9-5 to take the plunge and build my million dollar business.

The real question is, how will I do it without VC Funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business. Using only today's best internet sales funnels.

My name is Steve Larsen and welcome to Sales Funnel Radio.
What's up everyone? Hey, I wanted to ... This is a bit of a special episode, I did a Facebook live recently, it was crazy within like a few hours there was like over 600 views on it and it got shared and tons of comments.

Anyway, what I was doing is I wanted people to understand more about the order that I go through to launch my funnels, and this is important for you to understand because I feel like people do it backwards like crazy and it drives me nuts and this is one of those areas where I recently have had a lot of clarity and really has helped me to know when to suggest to people that they're ready to start the funnel building stage, okay.

Because I feel like one of the major errors people make is that the first thing they do is they jump into Click Funnels and start building something, but they don't even know what they're building and then when they build it they don't have the sales and so I'm trying to ...

What I want you to do is ... I would take notes on this. It's really just three steps, three phases that you'll be able to see clearly in this or here. So, what I did is, I did a Facebook live kind of deep diving into it, it's only like 10 minutes long or whatever. But, I feel like it's gonna help bring some clarity on when to build the funnel, and when to not build the funnel, when you're not ready to go to that stage yet.

If you wanna know how, "Stephen, how did you build so many funnels so fast?" Well, it's because ... Building a funnel was really step three every time, step ones and twos were already done and so I could just do step three build, build, build, build, build, build, build, build, Right, does that make sense?

Anyway, so, I hope that you will be able to enjoy this. Let me queue it over here right now and I hope that you enjoy more of ... I just hope that it helps you understand more of the order that I funnel build in. I know I've already said that but this will be powerful because the first time I every did this it did not go well on my own and it's because I did not understand these core pieces and elements of funnel building itself.
This is the order that I get my funnels off the ground, okay?

The first time I ever built a funnel that actually went really well, it was probably like my fifth funnel. And I went through and ... This was like four, five years ago and I went and I was building these funnels right? And I was putting this stuff out there and I originally was doing it in WordPress. Terrible, right? Terrible experience, it was awful.

I was building it all in WordPress and I was building funnels for ... Actually, I built this funnel for this artist and it actually went really, really well. It was technically an eCom site but the way we were trying to sell it was a little bit funnel-ish. It was before Click Funnels ever existed. And then I went through and I was building funnels for people with Get Response, their landing page software, okay?

It was ... It's rough, oh my gosh, like actually using Get Response landing page software in a funnel scenario. It was like, "Oh my gosh, it was nuts." So, when I saw Click Funnels like a few months after it came out, I was like, "This is freaking awesome, are you kidding me I've been trying to do all this stuff by hand and these other scenarios are super, super hard." I was like, "This is crazy."

So, we went out and my buddy and I Coulton, who's now my assistant, high-ticket salesperson. We're trying to come up with all the crazy names, part-time sushi chef, snake enchanter. I don't know. He's one of my best friends and he's in this game with me now, which is funny, full-circle it's been this way. But like years ago we built this funnel using Click Funnels, right?

And we didn't have money to get something like Click Funnels. $97 a month felt like this insurmountable amount of money and we're like, "Oh my gosh that's, are you kidding? $97? I see the value. I see, but I don't have $97 a month." You know? And I was like, "How do I do this?" And so what we did was we decided that we would, and I was like, "Grrr." I was reading a lot of Robert Kiyosaki at the time and I was like, "Robert Kiyosaki always says that poor people say, 'I can't afford it', and rich people say, 'how can I afford it?'" And I was like, "I'm gonna try and practice this." Right?

This was five years ago and I was like, we were super poor. We were living paycheck to paycheck mostly on student loans. You know what I mean?

I was just trying to figure the game out. I was hustling as hard as I could. I'd get all my homework done in a few hours and then I'd go hide in these box office seats in the basketball stadium and I'd wait for the security guards to not look at me and I would throw my bag through the front window of the box office, or sorry the box seats and then I would wait for the security guards to look away again then I would jump through the front window. And I did that for a year and a half and up there was it was quiet, the internet was fast, I could stay and hide up there, way past building closed and I did that every day for a solid year and a half.

What we did was, when Click Funnels came out, right? We were like, "We gotta have this tool. I want to build this funnel." This was the first real successful funnel that I'd built. We decided, it was really two funnels we built. The first one was we were like, "Okay, what we're gonna do is plan out the whole business.

Let's plan out the entire thing. Let's plan it all out and then we'll press go on our trial and when we press go on the trial we have two weeks to build the funnel, bring customers in and get them paying for Click Funnels so that we can have it and our customers would pay for it." And that's totally what we did.

And it worked. We both said goodbye to our wives for like two weeks, and we planned out the business and we pressed go. Boom and we just ran. I didn't know what I was doing. I didn't know how to like ... I didn't even know how to change colors of a column, like I was so new in Click Funnels that I quickly became 'that guy' to the support people, because I asked at least two questions a day, every day for like a year.

I was like, question, question, question, question, question, question, question, and I was like, "Crap, I can't do this, I can't do this, I can't do this, hook this up, here the, blah, blah, blah, blah, blah, blah, blah." I was like trying to go as fast as I could because the timer was going, right?

That kind of good pressure is fantastic for the soul and for your progression. And so I .... But you gotta be willing to experience it, know what I mean. You gotta say yes to it. And that's what we did. And I'll tell you that we built the funnel, we got it out there, and it was for this insurance, smart phone insurance funnel. And we didn't make money but we didn't really lose money either. We both kind of broke even. And it paid for Click Funnels, it paid for our stuff and that's really what got us going. And it's really what got me the tool.

Now that I have the tool, I was like, "What do I want to go build?" And what I did was I went through and I launched out and I created this funnel for the MLM space, right. A lot of you guys know that. A lot of you guys know the story.

But I was like, "Oh my gosh. I got this idea for this sweet product no one's ever pulled off before, it's going to be freaking awesome. Aahh!" And so I build this product and I'm spending ... because I was in the army ... I was in school. We had a kid. You know what I mean? Life was busy. It took me about eight months to build the actual info-product, okay, and put it together. And write the scripts and Funnel Hack the crap out of people, you know what I mean, put all the pieces together.

And then what I did is I went through and I launched it and then put it out there. Nobody bought it. I was like, "What's wrong with you guys? This product is freaking incredible! Are you serious?" I just spent tons of time making the funnel. Lots of time putting the product together and then when it was all said and done, after eight months. No one was buying it. I said, "What's wrong with this?"

This was now four years ago. That's the amount of time that's gone ... And I was like, "Oh my gosh, are you serious? What's going on with this thing?"

One of the issues that I learned over the last few years, I've now coached over 700 people through the 2 Comma Club coaching program. I've coached a whole bunch of people through my own and the pattern is always this. Is that people will start by jumping in and they're like, "What funnel should I build?" Right? And then when they get in, they get into to create funnels they're like, "This is freaking awesome. Oh my gosh", right? What funnel am I going to build?

And then they build this funnel of what they think it should look like, because they've seen other peoples, and that's great. They're funnel hacking. But then, they're like, "Crap! What should I sell?" And they get like, oh man you know what, maybe on this page we'll sell this. Maybe on this page we'll sell this. How 'bout this page we'll sell that. Right? And then they're like, "Crap! Now the products are in there, how do we even make this thing sell?"

Now I know I have a funnel. I've got the products. How does it sell? And I will tell you, that's exactly what I did and it took another solid 3-4 months for the thing to actually even sell well. When I finally figured out that last piece it was $1,000 a week, no ad spend, for a year. About 50 grand then. Right, crazy cool.

But looking back on how that whole thing went, it's exactly the opposite of what you should. It's unfortunately the natural tendency of everybody that comes into the funnel world. They start over here at the funnel side. Then they figure out what they should sell. Then they figure out how to sell it. Wrong order entirely. Start the other way.

So when I launched, and one of the reasons why I felt like I could leave my job, which I was super sad to do but I realized I needed to. You gotta go the other direction. And this is one of the reasons why I knew I could leave the security of a 9-5. My very cushy, plush, amazing job next to the Russell Brunson, you know what I mean?

I just love the guy like a brother. It hurt me personally to leave, I didn't want to leave. But I felt like my own personal progression I needed to, so I did.

But this is why I felt like I could, one of the reasons why. There's a few things that I was looking at that I knew was going to be the reason I would be okay. Because I left with no product, no funnel, no script, there was nothing. I had nothing created.

And within four days, I had already cash-flowed $3,700 and then within another three weeks we were at $6,000. But the product wasn't even made....

And this is what I did first. This is what we're going to go through with all of you students as well, super excited to have you guys. We're going to dive through. I think we have eight of you today, eight, nine of you today. Something like that.

Number one you've gotta start instead with the message. The sales message. What gets people off of their butt and they're wallet is like flying through the air. Whoosh! Take my money! Right? That's all you should care about. What is the sales message that breaks and rebuilds the beliefs, and gets them to you and saying, "Yes, I am willing to buy. Take my cash."

The issue is that people, instead they'll start over on the funnel side. And when you start on the funnel side, you end up creating an offer tethered by the funnel that you created. Does that make sense? And then you come over here to offering, you're like, "Cool. I made this sweet thing. I made this cool product. This awesome offer." And then you end up creating a sales message tethered by the offer that you put together. You immediately are going into an improvement based offer when you do it that way.

Instead you do it the other direction. Figure out, and actually figure out the sales message and actually be collecting cash. And when you are actually collecting cash, then you create the offer that fulfills whatever promise your sales message made. Does that make sense?
When you do it in that direction, oh my gosh, it's so much easier. Your customer is creating the offer with you.

The book, Innovators Dilemma. Innovators Dilemma talks about that. Since you're creating a new niche, the problem with markets that don't exist is that since they don't exist they can't be analyzed. And since they can't be analyzed, right, you're not going to be able to go ... You're going to make it based off of your own precepts. The issue with that is you are immediately going into an approved base offered.

So let's fix, the fix, the way to fix all of it is to sell. Figure out what message sells. What message gets people off their butt, because people are inherently lazy, and money in your hand. Then you create the offer with them. You create the product with them. So that they are helping you discover at the same time, in tandem, it has to happen at the same time.

They're helping you create this new niche, together. It's not made off of your own precepts. It's not made off the precepts of just a single customer. You're doing it with the people that you've been selling. And when you do that, oh my gosh, it's so much easier. Number one, because you're not going to over shoot the bounds of what they need to feel fulfilled. Number two there, you're going to be able to go in and they will literally help figure out ... You're going to get cash in your pocket before you ever start doing it.

And when I did they said ... I didn't get out there and say like, "Hey, here's a bait and switch on you. Oh, gotcha it's not made yet." No. I was very clear and open. Look, it's not done yet. Because of that, I'm going to give you early bird pricing. Ezra Firestone just talked about this in an interview with Ryan Moran. He does the exact same thing.

He goes out and he sells a little bit cheaper to his beta group. I didn't. And then they help him create the product. Then when you know what offer sells and fulfills the message that you promised in your sales message, then you're going back and you're doing all the ninja crazy stuff with the funnel.

My funnel right now is limping along. I know it is so broken. I know it is. I don't care. For the first three months of me doing this, I have not cared. I don't even have a consumption, I don't have all the ... I don't have the bells and whistles in my funnel, because I know it is not what makes the sale.

The sales message makes the sale. Your product never is good enough to sell it by itself. So stop caring about it. It's not what puts cash in your pocket. Figure out what the sales message is. Then go out and then fulfill whatever that promise was in the sales message, fulfill that with the customer. Help them, have them help you make it. And then you go out and then you start doing all the funnel stuff.

I'm finally at a spot now where I just proved after the funnel works and now I'm going back, I'm circling back to the actual sales message itself. I'm fixing my script. A lot of stuff's wrong with my script. It's still the original script that I wrote, pretty much, three months ago. A lot of stuff I'm going to fix there. Then I'll go back to the offer, sexify that out, make that even more attractive. Really, really cool.

Then I'll go back to the funnel. Add more cool stuff, more ninja stuff and I'll go back to the script, back to the offer, back to the funnel, back to the script, back to the offer ... does that make sense? That's how I do that and that's the way you do it where you're not waiting like over a year to get paid like I had done the first time.

Anyways, I am ... We're going to drive through some sweet peoples' funnels today. Make sure you got a solid plan and then help you implement that and then we're going to ... Then we're going to go ahead and help you get a plan.

So month one for you guys, just so you know, is all about getting that thing off the ground. Month number two, and you can do it faster but this is generally how I focus on it, month number two's all about traffic. And reacting based on what the market is telling you. The reaction area. Like I said before, this game's about you becoming a good detective rather than this brilliant innovator. That's not true. That's not how that works at all. People stress out like, "I'm going to be this big creative", no you don't. You gotta funnel hack first and then create something new and you do them in tandem. Funnel hack and be creative second, not first.

I was taught very wrongly in college about that. That I gotta make something that's brand new, something totally prolific, oh my gosh it's gotta be something amazing, something nobody's ever seen before. Are you kidding me? That's the most risky crap on the planet and you will lose cash.

Anyways, do it this way it works out. I don't care if you're selling eCom, info products, retail, B2B, doesn't matter. That's the model that I use that I go through it.

First sales message, what actually gets cash flowing. What are you going to do to fulfill on the promise that your message made? And then you obsess over the funnel and then I repeat it several times until it's amazing and then, then I feel like I can automate it, walk away and be like, "Sweet! Boom! Done. This is awesome. That's epic."

Anyways, that was a rant. I should've podcasted that, maybe I'll rip it out and toss it in a ... Alright guys, super excited for this. Thanks so much and let's dive into you students. Boom.

Hey, thanks for listening. The most common question I get is, "Steve, will you look at my funnel?" Of course. Whether you want me to coach you, give some hand holding and guidance during your funnel build, or simply review the one you have; head over to coachmesteve.com and book your session now.

This is the extended version of what I taught at Funnel Hacking Live 2018. There are TWO parts to a funnel's core...

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

I’ve spent the last four years learning from the most brilliant marketers today. And now, I’ve left my 9 to 5 to take the plunge and build my million dollar business. The real question is, how would I do it, without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learned, apply, and share marketing strategies to grow my online business, using only today's Internet best sales funnels.

My name is Steve Larsen, and welcome to Sales Funnel Radio. I am so excited for this episode. I've been dying to record it. I feel like it's going to be one of the episodes that I look back on and I'm like, “man that was one of the Hallmark, amazing episodes of sales Funnel Radio.” You know what I mean? 10 years from now, hopefully this show is still going, but I feel like I look back and be like, “man, that was one of them. That was one of the ones that made it click for a lot of people.”

It's one of the things that made a click for me, and anyway, I'm excited to share with you. It all kind of started honestly, well, how should I say this? How far back you want to go?

Lets see, I was born in 1988. No. So, it's been it’s been a lot of fun working with Russell because, what is fun about it is, I feel like he and I are probably some of the only people on planet earth that geek out at the level that we do. And so, every time we see each other it's like a show and tell, like, “hey dude, check this out.” And he shows me, and we go through all the cool stuff he's doing.

And I'm like, “yeah, check this out.” I tell him all the stuff I'm going through and doing, and the epiphanies that either or of us have had. And so anyway, I was chatting with him a little while ago, and that is when he was saying, “Hey, we want to get you on the funnel hacking live stage”, and I was like, “sweet.” Are you serious? Okay. That’d be awesome. And, which just ended, and I'm kind of backtracking a little, okay? I'm a little bit behind on recording these episodes. But I went and he said, “We want you to teach new offer creation in 10 minutes.” I was like, 10 minutes?!

What? Oh my gosh! That's what I teach in 3 days at the fan event.” You know what I mean? Are you serious? Okay. Oh my gosh.

So, I was sitting there in and the magic formula happened, which is caffeine and dubstep. I was pacing around my own office here and I remember. My head was just kind of subconsciously on this problem, and I love that. Because I will be in random places around the house, around wherever, and I'll have these epiphanies like, “oh my gosh!

It's easier like that...

Holy crap!” My head is constantly on these problems, you guys. I rarely think about anything else, which sounds like obsession, and it is, and I'm glad it is, okay. I sit and just kind of think. I told you guys a little while ago how I kind of brainstorm and come up with these ideas. I imagine them as these little threads and I kind of tug on them, see where they lead, and if it's like good then I just drop it and I go on to the next thing and try and find different possibilities for solving different problems.

Anyway, I was thinking through. I was trying to distill down the 3 days into minutes. It was rough, it was rough. I was trying to work the problem, and figure out the different angles to teach it. I went into click funnels at like 10:00 at night the week before Funnel Live happened. I sat there and I was trying to do it for about 2 hours. I was doodling. For some reason if I can doodle it I know that I can teach it, and I know that it's a clear thing. And so that's the reason why I draw so many pictures. So, I was doodling and I was like, “oh my gosh.” I started having these epiphanies and they start coming faster, and faster, and faster, on the way to teach this.

Well, next morning I'm back in the home office here, which is where I'm now, and I was standing in front of my white board and all of a sudden I had this, guys I don't know really how this happens but I will forget where I am. It actually makes me a little bit nervous because it's happening more frequently.

Whatever I'm thinking of, that's where I physically feel like I am at that time. I will forget where I'm standing and I get kind of lost, in my head. 20 minutes will go by and I'll suddenly come to and realize that I've been standing in the corner of the room for a while. But I’ve been deep meditation and thought. It's a little bit weird and it's kind of happening more frequently. I'm kind of trying to get used it.

So, I was in one of those little, I don't know what I'm going to call it, weirdness things. I was kind of zoning out a little bit. All of a sudden, I had this realization. One of the things that people struggle with the most when it comes to building funnels is, they think that the funnel is a series of pages, and we have had the hardest time trying to describe in this very small amount of words, the shortest amount of words, what a funnel actually is. Right?

My mom used to think that funnels, I was selling literally kitchen hardware. “You’re selling funnels, kitchen stuff. You don’t even know how to cook.” I’d be like, “yeah I know I should not be in that space.” Anyway, we’ve had a hard time getting people to understand what a funnel is without people seeing it, right? We've tried literally for years. We’ve tried to figure out how to explain what a funnel is in the shortest amount of time, where people are like, and “oh.”

A couple of years ago, that's honestly where this whole conversation started. We were trying to figure it out. It's a series of pages linked together to turn prospective customers into buying customers. Oh man, that's just a lot of a lot of, how do we shrink it down? What’s the core of funnel building? Suddenly, it hit me! That’s what I'm so excited about, you guys! Holy crap! What is it?! I figured out.

I was sitting I realized, I was standing in front of the white board and I realized, that at the core funnel building is the offer. For a long time I was saying that. It's the offer, it's the offer, and the core funnel building is the offer. But it's not. It's actually only half of it.

The other half of it is story. It's the sales message. It's the belief that carries the offer, and those two things is what makes a funnel. It's the reason why whether or not you decided to make a funnel, you have a funnel. If you're in business and you've made a sale, you brought them through a funnel.

Whether online or offline, intentional or not, you have a funnel. It's just better if it was intentional. It's the reason why people can go, it doesn't matter if it's online, offline. Doesn't matter what you're selling. If there was a sale that was made, there was some kind of offer. Most times people don't make an intentional offer, they have a product, but there's also a message, a belief that carried that into the heart and mind of that person when they purchased it. I was like, holy crap! Maybe I should find that box, because I sent Russell.

I was like freaking out like, “holy crap.” And he was like, “oh my gosh that’s crazy. Should we change the drawings, change sketches?” So, this whole concept, it's not leaving me, and it's been staying for a long time, guys.

So, what I wanted to do real quick is go down and kind of teach you guys the same thing that I taught at Funnel Hiking Live. It took me a solid, see I had this major realization. It was like three o'clock in the afternoon and I started yelling. No one else was in the house at all and I would start yelling. “Oh my gosh! This is so cool! Are you serious?!” I was just yelling. Legitimate yelling and screaming. “This is crazy!” Yeah, I'm that guy but whatever. I'm proud to be that guy.

And I was like, “sweet.” I had to get my slides to them by the next morning. And so I didn't go to sleep. Had dinner, said goodnight to the kiddos, and then from that moment on, I stayed up until 4:45 in the morning distilling down to ten slides. It was so hard, guys, was crazy. So I worked a lot on this, not just at night but this has been a problem that's been on my head for years.

I’ve had the privilege of teaching a lot of times. But the quest to make things more simple is extremely important and making things complex does not make you smarter. In fact, usually means you don't bring as many people along with you, because they think you've got to be like techno babbly, loaded up. It’s better to just keep it simple.

So, what I want to do real quick is, I want to teach this in the way that I experienced it and I want it to be, how should I explain this, gosh guys, I would take notes. Because when you realize at the core of this, and you realize really, there’s three forces that were fighting with, that I was fighting with, to try to figure out what this is. When you realize what these are, where they come from.

I feel like it’ll make people’s lives better because you'll be more intentional on both funnel hacking and creating your offers, your funnels in general. Then I see episodes here, I can dive into this to teach you what I am looking at when I look at someone's funnel. It's not so much about pages anyway. So, let's get into here.

So, let's start with the plot to a woman's story. If you don’t know what I'm talking about, go to Funnel Hacking Live. So, I started with this question, how do you make money online? It really happened when my wife and I found out that we were going to have a kid. Our first child. We were super excited.

This is over four years ago now, which is crazy. I was reading dotcom secrets. Read for the first time, you guys all now this. I was in the prune, I was in an Army exercise. Laying down, with my M-16 for about 10 days in the dirt. With my weapon in my right hand, and dotcom secrets in my left hand. That's how I read the book the first time. I read the book it was like, “this is crazy.”

What I realized was that it was saying, funnel hack somebody.” Model someone to the T and then just do what they did. And there's safety in that. And it makes sense to do that. Students that get hired to click funnels, we start putting together expert secrets, but the message of that one is, create something new. So the first one says, model someone to the T, don’t deviate, the second one says, make something completely new. Do not do something like what someone else did.

And then I'm reading another book, read the book Innovator's Dilemma, which says that if a new market does not exist it cannot be analyzed. It cannot be analyzed. It's unknowable because it doesn't exist. It's your turn to create a new niche. Your turn to create a new market. You're going to have a hard time doing that out of your own precepts, out of your own head because you don't know you.

So, by the law of the way this happens you must create the new niche with the customer. It cannot be from your own head. Right. So you take those 3 concepts and think about them. Number 1, you've got to model hack, model someone to the T. Number 2, and create something brand new. Don't bottle anybody. Number 3, it must be created with the customer or it'll be an approval based offer by defaulting. What?

How does this all 3 go together? This question has been on my head for a long time. So, to answer this we've got to understand more of the core of the funnel I was talking about, because the answer is actually to do all 3 of those in tandem, to a point.

First of all, we're going to funnel hack. Second, this is like Dorothy in The Yellow Brick Road. We're going to follow the yellow brick road as far as the yellow brick road goes. When it ends, I'm going to teach you how to make a new brick, lay down there, but do it with people so that it gets laid perfectly, with directional customer.

Does that make sense? That's the answer. That's how you do it....

So, to understand more how to do this, let’s understand the core funnel building. First of all there is an offer and a belief, that’s. That’s at the core of a funnel. That's why it can be offline, online. Whether or not you made one on purpose, you have one. If you made a sale, you made a funnel. So, there is an offer and a belief, and the belief carries the offer. This is like those little red wagons.

That's a like story, whatever is in the red wagon is belief, that’s like the offer. The story carries the offer. That's how it works.

Without the belief, we would have the story part, the offer part does not get delivered. Because they’re going to look at it and go, I don’t understand that.” But if you understand that story it's what changes beliefs, it’s what changes paradigms, that people are like, “oh my gosh, I need that offer.”

Yes you do, comes with it. So, the story delivers the offer. Is this making sense so far? I don’t know if it is. I know I'm going kind of deep in this. It’s a little more techno babbly. I have graphics, and pictures, and drawings to display this but I need you to understand how this works.

Since that is the core of a funnel, you've got to understand that dream customer, the people that you would love to be buying from you, they're already consuming both. They're already consuming both and here's why. I don't want you to think of health, wealth, and relationships as 3 markets. The health, wealth and relationships, those are like the 3 moneymaking markets.

Those are the three no-duh buying experiences. Those are the 3 markets we try and fit every single thing into. Health, wealth, relationships. If you got health, wealth, relationships, one of those, your offer might not fit into it. You're like, “Steven, I'm selling Rubik's Cube. How does that work for health, wealth, relationships?” The actual product does not need to fit in it but the sales message, at least, must. I usually use the example of Gillette. Gillette razors. Right. What market are they in? Health, wealth, relationships? They’re in relationships. Why?

Because, I'm thinking of the commercial, some guy is shaving in the mirror, and he's like, “oh yeah, I'm the freaking man,” and a woman comes up afterwards and feels his face up. You've seen the commercials, right. That's what's happening. They're selling relationships through the commodity of razors. Dudes, you want the woman, you use this razor. Right. That's what they're doing.

You got to understand that your dream customer is already consuming both an offer and a belief, with hopes that it delivers to them either health, wealth, or relationships. That's another way to think of this. Because they're already consuming an offer and a belief, your opinions don't matter.

You're not the one who fills your own wallet, right. You don't fill your own wallet. Stop caring so much about what you think. Step number 1 is all about hacking, which is really answering these two questions. The two question is number 1, what is my customer’s current vehicle, or offer that they're consuming? And number 2, what’s the current belief of how they're buying it? It’s the and how what. What is it? You guys have heard that before.

I'm just trying to tie all these pieces together so it becomes clear. That's the core of funnel hacking. Funnel hacking not so much, “hey there's a green button on the right, there’s a picture of someone on the left.” Yes, that's like the micro level. At the macro level, what you really looking at, is you're trying to answer the question, what is the current offer and current story that my dream customer is consuming. That's my starting place, that's funnel hacking.

That’s the core of funnel hacking. So, what you're going to do is, like I said, you're going to fit your business into one of the 3 markets, right. Health, wealth, and relationships. And when you funnel hack, you're looking for those two things right. The offer the belief, from the red ocean.

Now that you know what the offer and the belief are, the second step is start applying more of the expert secret's model. Expert secret’s model is taking it into a place where you're selling a new opportunity, a new niche a new market that you're creating. And by the law of creating something new that does not exist, you cannot analyze it, therefore you must make your with the customer. And there's various ways to do that. Get clever. That's how it launched my product back in January.

So, please understand the offer equals the result, the offer delivers the result. When you create an offer, not product, it means you no longer have to compete on price. Rather than selling back to this red ocean where everyone’s competing on price and someone’s like, “no, I'm going to bleed for the customer more. No I'm going to bleed for the customer. No I'll take less margin.

No, I'll take less margin.” It’s this race to the bottom. If you don’t do that crap the way to get around it is by selling it offer. Because it over delivers on value, which lets you sell sell it at the actual price you'd like to. So, just structure an offer, this is super hard to do for podcasts.

I hope this is making sense, guys. I hope this is good stuff. Please understand that every single one of these concepts I'm talking about are all things that I realized over the last two years, especially, as my head has just not really ever left the topic. But when you're going to structure an offer, you actually don't structure the offer based off of the offer in the red ocean. You structure the offer based off of the belief in the red ocean.
Does make sense? Let me say that again.

To create a new opportunity to create a new vehicle, right, that will deliver health, wealth, or relationships, one of those three, you actually don't create it off of what the current vehicle and offer is. Actually created off of the current belief is, and from that we gain the vehicle internal and external related beliefs. This is complete technobabble and I am way the weeds here. Please stick with me, okay?

We're going to find vehicle based beliefs that people have inside the red ocean. internal and external. The internal beliefs, I like to think of them as insecurities. These are these are beliefs people how about themselves and their capacity to actually achieve something. I can't speak I'm not good enough. I could get on stage. I can't talk. I would know how to do this. I, I, I, I, and it's their internal struggles that they have when they see this new vehicle that you're going to present. Here's how you get health, wealth, or relationships. They look at it like, “that's so cool.”

“You know what. I actually believe you a little bit, but I'm not good enough.” And that's where the internal belief comes from. Or internal false belief.

The external false belief is usually more about excuses, then they blame their ability to be successful with that vehicle based on things that are away from them. They are pointing away from their own body. I don't have enough money. There’s not enough, I don't have time, my spouse doesn't want to support me in this. Does that make sense?

And they're pointing away, so as soon as you get them to acknowledge the fact that that vehicle is the way to get them health, wealth, relationships right that old vehicles not good any more, and you can offer this brand new one. As soon as you get them to accept that that vehicle, the next two places they go, is usually in this order.

It's usually internal for insecurities, and external for the type of excuses that they're that they're running through. Their excuses running away from them. Time, money, resources, spouse. That’s how it’s working. From those very three believes, vehicle interlocks to all, that is everything that I need to create a new opportunity.

Both offer and story. This is literally how I did it, guys, when I launched back in January.

I launched click funnels December 31st. No offer. I didn’t have an offer, I didn't have a sales message, I didn’t have a funnel, and I had nothing. The funnel wasn’t even built. That's it. I had nothing. All I knew is what the current vehicle internal and external beliefs were. That was all. And from that, I was able to go and develop the product, the message, the offer, and the funnel, the script all of it.

This part is so powerful and I feel like people just will skip over it like, “I know what the false beliefs are.” If you really know what those false beliefs are, you also know what stories the people are telling themselves in their heads that are sustaining those false beliefs.

You know the experiences they went through that created the story. You know what they're telling, that is the place in my mind where you intimately learn and understand your customer. And when you do so, it is everything you need to actually be successful in your funnel.

Because it creates the core in the funnel, a sales message, and an offer. Those two things. So, what we do is we take those vehicle internal and external beliefs, and we make a product for each one of them, a product. And we bundle them together with the main thing you originally wanted to sell, and that is the offer. Does that make sense?

Man, this is so much easier to see, drawing stuff. I've it all drawn out here. I wish you guys could see it. So, the offer and the simplest form that I can explain it, if you take the main thing that you actually want them to be buying and you bundle in a few other products that are directly addressing the vehicle internal and external beliefs.

For example, “Russell, I would get click funnels but I don't know what to write.” And Russell comes out like, “Don't worry about it. We've got this thing called funnel scripts, you need to write.” Does that to make sense? It’s a bonus that he's giving away when you buy the main thing, funnel hacks? Does that make sense? So, you're trying to sell the main thing, then you have several the products underneath. This is super super techno babbly.

A new niche is created when you deliver a new vehicle, a new offer. The offer the vehicle. And second, when you deliver a new story new belief that supports the vehicle. Does that make sense? A new niche, a new market is created, when you deliver a new offer and belief. It's the core of funnels. You're just creating a new funnel, selling it back to the red ocean that you stemmed out of.

There was a guy who walked up to me once at an event. He walked up to me and he goes, I don't know remember who it was, he walks up then he goes, “hey Steven, I got this sweet idea.” And he told me the idea. He's on like, first I'm going to do this. And then second, I'm going to do this, and then third.” This is my stack, this is my offer. These are all products that I'm going to deliver, these are the bonuses. And at the end of it he's like, do you think that's a good idea?”

And I said, “Well, who's going to be seeing it? What's the sub market that you're stemming out of? What's the red ocean that you're actually stemming out of? And he goes, I don't know.” And I said, “That’s the riskiest crap I've ever heard of in my life.” You have to know what sub market you're stemming out of, otherwise you're creating things out of your own head, your own imagination. Scary. Be creative guys, just be creative. Second, not first.

There's no relationship between being good and getting paid. However, there’s a huge relationship between being good at marketing and getting paid. What I'm trying to teach you and show you guys, is that this whole thing, the core of funnel building, is a belief. That’s marketing. It's a story. You're telling a story, you're changing beliefs. It's the sales message itself. And above it, it's carrying the offer. And that's all it is. That's all it is. It was 25 minutes for me to spit all that out.

But I'm trying to tell the stories associated with all the graphs, so that it helps break and rebuild your beliefs. But I hope that that makes sense. I hope that that's helpful as I say it. Because I want you guys understand why this matters so much. If you're going out and you’re like, “Hey Stephen. I went out and I created this sweet funnel. It’s not converting. Right. And he took no thought at all of the actual sales message, the offer, and stuff like that. It's going to be it's going to be rough ride.

It's the reason why a lot of times I’ll make up a design that I think looks kind of cool, but I don't spend that much time on it. But my stuff converts well. Why? Because I got a sick offer that fulfills the actual sales message. That fulfills the actual belief that I'm breaking and rebuilding for them. That's why.

That's why design doesn't matter as much as what you did. That's why. I want you to understand that. Anyway, I'm blabbering now. But I hope that makes sense. Just remember that at the core funnel building, at the core of a funnel general, is a belief, which is carrying an offer. All you got to remember from this episode. And you start to think through that, those are the things your funnel hacking. Those are the things you're creating in the new niche. Those are the things that will deliver a customer to you.

So, I'm super excited by that. I am seriously considering, in fact Russell's suggesting I do it too, make a book about offer creation. This is a topic that I obsess over and I love the science, and art piece of offer creation. So, hopefully that was helpful. I know a lot of stuff and it’s a bit of long episode there. Good thing you guys are used to it by now. Alright, talk to you later. Bye.

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