Boom what's going on everyone? This is Steve Larsen.

 

This is Sales Funnel Radio, and today we're gonna talk about the difference between good cash and bad cash from your business and why you should never accept bad cash.

 

I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million dollar business.

 

The real question is how will I do it without VC funding or debt completely from scratch? This podcast is here to give you the answer.

 

Join me and follow along as I learn, apply, and share marketing strategies to grow my online business. Using only today's best internet sales funnels.

 

My name is Steve Larsen and welcome to Sales Funnel Radio. What's up, guys.

 

Hey, I actually, I love funnel building live in front of a lot of people and for some reason. I don't know why, but usually eight hours into it I start...

 

I don't know if I get a little chip on the shoulder attitude, or if I get a little, I don't know what it is, but for me, that's where I usually have the most prolific things coming out my brain. Luckily, I screen record all of them.

 

I want to share with you guys my strategy for when to take on cash and when to not.

 

I know right now how to go make 100 grand in the next month. Even far more than that, that's not a hard thing for me to do anymore, that's an easy thing for me to do now. That's not to showboat, but the reason why I don't go grab it is the thing I want to explain to you guys in this episode.

 

Now that might sound crazy to you. I know I'm gonna get some backlash for this episode, but you need to understand the difference between good cash and bad cash. My business works for me, okay. I don't work for my business, you understand.

 

Now obviously, I go set stuff up, I go put things together, but as quickly as humanly possible my whole goal is to set up systems that replace me as the operator in my company.

 

So what I'm gonna do is I wanna be able to walk through and share with you guys why...

 

Okay, one of the major reasons I'm doing this right now is because several times in the last two or three months,  I've been offered a lot of money to go and do a funnel for somebody, and I've said no. It's gotten out that I said no, and  I wanna address that.

 

I want you to know why I said no to certain scenarios. I want you to know why I say no to certain cash even though it's easy cash, even though I know, and they're like begging, but I still say no.

 

We're gonna flip over here in just a moment, and this is the fifth segment of a seven-part series that I did I think about a month ago where I went through, and I was building a funnel live. Not just the funnel though, literally from the ground up. I designed and wrote the actual sales message, I actually wrote the actual message live, screen recorded in front of like 75 people, okay.

 

What you're seeing in this next piece, I'm building out, and I'm finishing the last few pieces of the funnel, and I'm building what I call, I don't know anyone else who's made it, I call it a waiting list funnel. It's literally its own funnel on the side when someone doesn't take action.

 

Somebody is asking me, "Steven why do you have a waiting list funnel and why do you remove the option for somebody even to purchase?"

 

That might sound crazy, but please listen to my answer here. This might be a little bit of a longer episode, but I think it's gonna really, really help you as you see what I see as I do this.

 

Remember I brought 1800 people through this process now. Paying people, okay you understand? Who paid to specifically learn that thing. That's just not like episode listeners, okay. They specifically came for that, and what I want you to see is...

 

I got a unique position looking down and seeing all these different funnels that are out there. Which ones make and which ones don't, okay. And I want you to understand how powerful of a concept this is.

 

If you're like, "Oh my gosh, Stephen, there's so much opportunity out there," I completely get it. Please know this is how I handle that, and how I don't get distracted. The answer to all that is in this next episode. I'm very excited for you guys to be here.

 

So again guys, thank you so much. This is good cash, bad cash, please keep that in your mind when you have opportunities come to you. They will only increase as you increase in your success.

 

You have got to get good at identifying good cash versus bad cash. Cash that is progressive versus cash that is a distraction to you.

 

Anyway, this is gonna help you see how I go through that process, and how I know whether or not I should accept cash from this opportunity or from that opportunity.

 

If I should say no to it,  how should I say no to it, and why and what things, you know what I wish I could say yes to - but what should I do to get my business ready for it? All those answers are inside this episode.

 

Guys thank you so much for listening. If you like this, please, please like and share and subscribe to this. It really means a lot to me. I have a ton of fun reading reviews, they keep me motivated. You pump me up, and I really wanna keep doing that.

 

So anyways let go over the episode, and please enjoy.

 

Comment to Steve on FB: "Your waiting list is just filtering BS and creates agony or something?"

 

Steve Speaking:  Yeah, quite literally. The two tools that you have, two tools that you have as a marketer, you've got scarcity and urgency, right.

 

So I know my product's amazing and you guys all know your products are amazing, so what keeps people from acting? What keeps people from acting and actually buying even though you know your product's amazing and you know that it can help them?

 

What keeps people from buying is that people don't close. So I'm trying to close them;" buy it, buy it, buy it," you know what I mean? I'm trying to close them. If I don't close them, my system literally cookies their IP address, not their email, does that make sense?

 

They can't just even go get in with another email address. They will not get there. It actually auto forces the entire session to go the waiting list. It says:

 

"Sorry, I work with action takers. Get on the waiting list. We open up to people in my own list anywhere from... Sometimes, it's twice a year, usually once a year, so pay attention to your email. I'll let you know when a few seats open up."

 

How long do I make them wait, depends. I mean sometimes I literally do make them wait six months to a year, man. Like I'm serious. If I'm gonna have scarcity and urgency, it's gonna be real scarcity and urgency. I don't pull fake scarcity and urgency on people.

 

I'm like if it's open, then it's open. If it is closed, they cannot purchase. I don't even care if they want to. I make it that way because I'm training my buyers. I'm training my audience and when I say it's time to jump...

 

And this part, you gotta understand:

 

I know exactly how to pull another 100 grand. I know exactly how to pull even much more than that, but my business works for me. Does that make sense?

 

These are all little things that I do to make the business work for me. I do not work for the business, does that make sense? It fits my lifestyle.

 

So my job then is not constantly just, like I'm closing. I'm closing all the time, I'm bringing people in, but I'm mostly building systems that close. I'm building systems that bring people in. I'm building.

 

If I'm the only one 24/7 bringing in cash, if I'm the only one 24/7 that's going in and servicing and doing the fulfillment, my business dies when I do - or my business dies on the Saturday I decide not to work. That's not a business.

 

A business is a series of systems in place that works when you don't.

 

So it is not my job to constantly be bringing people in just because it's there. Not all business is good business. In fact, I'd say the majority of business is bad business for your business. There's bad cash, I don't want bad cash.

 

So I go in, and I grab cash that is good when I am good and ready to grab it and when they are good and ready to pay for it. The scarcity and urgency are real. I make them real. They cannot buy, it's not a fake thing.

 

I have had people reach out and tell me, "Crap I waited too long." "Yep - that's the answer. Watch your freaking email." That's the answer, so it is real because my business works for me. Does that make sense?

I have done the game many times though, many times where it's been the other way, and I'm like, you end up...

 

Here comes a little, where's a freaking soapbox. This is where I'm gonna drop some gold here. I dropped it. Check this out...

 

Many times I have equated deals with value - meaning look at all these deals I have; therefore I must be of value. That's crap, it's garbage, it is not true. Do not believe it.

 

"The number of deals I have coming in, I must be so valuable, I have all this cash coming in." It feels good, and it strokes your ego a little bit, but man it is not true!

 

Deals don't equal cash, deals don't equal value, and deals do not equal lifestyle.

 

After lots of experience, years of sprinting my face off, sleeping a few hours a night... I swear I've trained my body to have energy, I think that's part of it.

 

Years, years and years and years and years of being in the army, married, have kids, full time in school and doing all this, but like aggressively. Years of actively taking every single little deal that came my way, "Oh my gosh, you have cash to give me. Okay, I'll take it."  It ends up making me a slave to my business. That is not why I'm doing this.

 

My role, it is the reason I don't study ad spend.  I study the stuff that is the highest leverage activities. What are the things, what are the systems I can build? Funnels that I can build in place of me? So that when I'm not there, it's still going on.

 

You know it's so cool to see how many sales came in yesterday while I was talking to you.

 

I didn't close them, the systems did. I didn't fulfill on them, the systems did.

 

There's been some people that are like, "Steven you built almost one funnel a day at click funnels! How come you've only built a few on your own?"

 

Well, I don't have a giant team like Russell does, that's fine. He's got deep, multi-million dollar pockets that just like "bam, bam!" He does not waste money at all, but he can activate this crazy amount of team around the world. He's got all this stuff.

 

The foolish thing for me to do is to compare myself to someone like Russell. The foolish thing for you to do is to compare me to Russell. I am not him, I am Steven Larson. I do not have the assets he has. I do not have the backing he has, and that's fine.

 

I've studied my face off, I've gotten where I have, you know. It's been awesome, but you gotta understand, what I'm building, it's from a different sphere than what he's doing, it's from a different...

 

That's why I'm publishing so much so you can follow me while I take a leap which is frankly, it was a little bit ludicrous.  But I want to show you how I knew it'd be safe, and take you on the journey while I do this.

 

Systems are businesses, people are not businesses.

 

People can be in parts of the system, but they are still not the business. So when I go through, and I build a system, that's all a business is. If I'm the only one operating it, I don't have a business.

 

If I can't match numbers, if I can't look at numbers and be like: I know my conversion rates,  I know this, I know this, I know this, that's not a business. If I don't KNOW my numbers, I have no business.

 

That's one of my quotes on my wall. It's "know": K-N-O-W. It's, " If you KNOW your numbers then you KNOW business." If you have N-O, if you have no numbers, you have no business.

 

Here's the issue, every support ticket that came into me for a while, I handled it differently. That's not a business. Every fulfillment, I handled it differently. Every close, I handled it differently. Every deal, I handled it differently. That is not a business. It is a terrible way to run into extreme burnout very quickly.

 

That's like the fastest way I see entrepreneurs get depressed. Just like "There's so much opportunity out there."

 

There's been multiple times I've had to catch myself, I'm like "There's so much opportunity out there." Yeah, there is. There's tons of it, but not all of it is the best fit for number one my business, and not all of it is the best fit for the systems I've built.

 

Maybe that means I need to go build more systems to handle the opportunities coming in, that's great. That's great, that's a good place to be, but not all of it is a good fit for my lifestyle.

 

I am not here to die in my chair behind a desk.

 

My goal is to build systems and processes so that every one of my leads, every one of my closes, every one of my sales, the fulfillment, every piece is systemized so that I know exactly what is broken, I know exactly where to tweak stuff, and I know exactly where I can look at it.  so I can emotionally say, "Let's go on a vacation, the system will deal with it."

 

There was a time in college, this is a good rant...

 

There was in college... In one of the semesters, you don't do anything but run a business. You start a business. It's one of the cool things that  I actually really did like about where I went to college.

 

There's only three programs like it in the country, at that time anyway. I don't know if more people do it, but one semester you do nothing... You don't have any classes, you do nothing but run a business from scratch.

 

They put you with a group of random people, and they give you an assignment. They put me in the food business. Guys, I am not a cook, they put me in the food business.

 

We went on a three-day retreat, and at the end of it you're supposed to have a business, and then you gotta build it for real, and actually go collect cash from people.

 

We were doing two to three grand a week selling to poor college students. I got voted to be the first CEO, and I was excited about it, it was really cool. I've always been a bit aggressive, I think they saw that. So I got voted to be CEO and it was super cool. Now, this is what I did.

 

I created a marketing department, which was slightly foolish... I think everyone's in marketing, but anyways. So it was a marketing department which at the time I still thought meant logos and crap.

 

I created a finance team because we needed to measure the numbers - that's the lifeblood of the business, so always know the numbers.

 

I created a supply chain because we were in a supply chain intensive business. We were selling empanadas.

 

We did a bunch of research, and we found out what people wanted. We literally created what they wanted. They told us what they wanted to give us money for. It's actually really fascinating, anyway, different lesson.

 

So there were three branches; here's how the business worked for a while. You don't build one this way, you don't build a funnel this way, I don't care if you're working on your own.

 

So anyway the first thing that I did is, the first way I handled everything:

 

We went, and we launched. We started doing one and a half to two grand a week. I was like okay this is not bad. Selling to poor college kids on campus - that wasn't bad.

 

They told us what they wanted us to make. I didn't even know what an empanada was. They told us what they wanted the price to be, things like that. It was fascinating, it was very, very fascinating. The issue was every single decision that had to be made came to me. I was literally the bottleneck of every decision, every single thing inside of my business.

 

There was no aspect of it where autonomy was for those individuals, there was no piece where they could actually go and actually make decisions on their own - which meant I was 24/7 on the phone, 24/7 on call, 24/7, "What do you want? What do you want? Okay yeah, do that. Okay yes, do that. Marketing, okay, you do this. Okay, supply chain, do this. Finance, do this. Okay, bam, bam, bam, bam bam bam, bam, bam, bam."

 

There was no, absolutely zero autonomy for anybody else.

 

I didn't mean to do it that way, but that's how most entrepreneurs operate. And so instead, I remember I was thinking one night....

 

In fact, I've got the journal entry. They made us journal every day about what we were learning.  I've got the journal entry right down there actually.

 

I realized that, so okay let's make a head of marketing, and 80% of decisions are gonna flow to that person in charge of marketing. Which now I believe should be the actual entrepreneur, the actual CEO.

 

80% of decisions flowed to the person now in charge of finance, 80% of decisions that had to do with supply chain flowed to that person, and they just came to me once a week and said: "Here's the other 20%, what should we do. What do you wanna do?"

 

When I actually built those systems and put them in place our revenue increased. Isn't that funny?! We actually started selling more when I was no longer the bottleneck of my own company.

 

The second thing that I did, once I had those systems in place, the second thing that I did is I went, and I started, right, we started fine-tuning:

 

Okay, that's that system, boom that's that system, boom that's that system. I put systems in place which meant, "Whoa I can  take a break."

 

So what I started doing is I started stressing the system, and this is gonna ludicrous and kinda nuts, but I purposely started disappearing in the middle of the busiest parts of the day. I would just disappear because I was watching them. I wanted to see what they would do. Will they follow the system, right? Are the people still the system or have we created an external thing that they follow?

 

If the people are still the system, they're not gonna follow it because we got emotions. You gotta take emotion out of system building. It should be emotionless - that's why we do Trello so much, that's why we teach so much about systems in 2 Comma Club X.

 

Ah, I can feel a rant!

 

So I started purposefully disappearing, to stress the system. And they'd be like, "Where did you go? We needed to make this decision." I'd be like, "Oh, what happened?"

 

Sometimes, I'd be like hiding, and I'd still be watching them. And they'd be having all these customers coming in, all these customers coming in. I'd be like, "What are they doing? What are they doing? What are they doing? What are they doing? what are they doing?"

 

I'd see them running back and forth, they're cooking these empanadas, supply chains going nuts. Finance is like, "Ahhh" - they're freaking out. "Do we have enough money to get that supply?" I would watch them.

 

There was quite a few of us, there's a lot of us. So I was watching them, I was watching everybody. And I would just disappear. And then I would stress the system. I'd be like "oh!" And what I was mentally doing, what I was actually doing, is I was trying to see where the holes were in the system I've built. And I go back, and I patch it up, and I was there for a while, maybe I was the bottleneck again, to just get everyone back on their feet and train them back to the system. Train them back to the system, train them back to the system. And I would disappear again.

 

I would do that over, and over, and over again. Until finally, the thing freaking ran on its own. And that's when they rotated the CEOs, and that's when I finally got kicked out. And they're like, "Okay hey that's awesome." I set up the whole business and then left. That's like, crap! Anyway, just a lot of fun.

 

The reason this is important is because about the same time I was starting building funnels for this company in Florida. Very fascinating thing happened here. Very fascinating, as soon as this rant is over, I promise we'll get back to this, okay. We've got 44 of us on, thank you so much for being here.

 

Anyway, so about the same time I started building these funnels for this company in Florida. I purposefully chose a company that was, they had a mid-tiered product, because I only needed to sell an extra few a month, to make me look like a rockstar, to make the funnel numbers work really, really well.

 

Which is why I tell everybody, start with a mid-tier product, don't start with something that's cheap, start with something that's like a grand. Way easier, way easier to make it work.

 

Anyway, I chose a product, a company that had a product that was already existing. I hate working with startups. Meaning, I'll consult with them, but I don't build for them anymore, because they don't have a business yet. They don't any of those systems.

 

So when the funnel has issues, because I said "when" not "if", when the funnel has issues, right. They're gonna be like, "oh, it's the funnel's fault." And I'm like, "No, you don't have a business. You're treating every support ticket different. You're treating every fulfillment you ship differently, for every single person. There is no consistency in the way you sell. There's no script, you have no consistent script. You don't have a business." That was the problem with working with startups for so long. They didn't have those things.

 

Anyway, so I looked purposefully for a company who had a mid-tiered ticket product. I looked for a company that was already existing, who had a buyer's list. I looked for something where there was a potential for repeat purchases. And those are some of the criteria. So I went, and I found a company.

 

They had no idea what funnels were. But I told them, "Hey I'm gonna build you a funnel. For free, I know you don't know what it is. But if it works, let's talk about me getting paid, does that sound good?" And they said, sure! They said, "Sure!" And I said, "Cool!" So I went, and I started building it.

 

I ran an ask campaign to their existing buyers and learned some interesting things, it was really emotional. It was in the health industry, and these people were like, "Hey, I'm sitting next to my dying spouse, we just really want a product that will help X, Y, and Z." I was like, "Whoa."

 

I got 157 responses. It took me three sessions to read them all, because these were like emotionally dripping responses from these people. And it taught me exactly what it was that these people were wanting. And how to craft the message for the product we already had. Does that make sense? How do I craft a message for the products I already have.

 

That's why we do session one as session one. That's what I mean by design marketing. Has nothing to do with freaking colors or logos. Has everything to do with storytelling, and the message and the sales message behind it. It's fascinating.

 

So I went through, and I ran the ask campaign, found what they wanted, built the funnel and launched it. And made them an extra, there was like 50-ish grand that came into that in like six weeks. With just launching to their own list. And I was like, crap that's freaking cool!  Let's turn it up!"

 

Shortly after, they started calling me. I was in Idaho, still going to college, they were in Florida. They started calling me, "Dude turn it off!" I was like, "What are you talking about? We're selling like hotcakes. "They're like, "I know!" "So why would I turn it off, that's a good thing, right? You got a bunch of sales coming in, this is awesome." Sale, sale, sale, sale, sale, sale, sale! They're like, "No turn it off!"  I was like, "Ah, whatever," and I stopped answering their calls for a little while. Til finally the CEO came to me, and he was like, "Dude, turn off the funnel!"

 

I was like, "What are you talking about?" He goes, "You are going to bankrupt us." I said... "What?" He said, "It's selling too fast. You're gonna kill my business."

 

I had never considered until that moment, that the funnel was not the business.

 

Funnels aren't businesses you guys. Here is the funnel, here is the business. They are two separate things.

 

Once you have an idea and the market has voted with their wallets that it's a good idea, it is not enough to just go scale a funnel. You gotta scale the business at the same time, or you kill the business. You have to. Otherwise, you literally outpace the business.

 

It's the reason why, in my own business, at the beginning of this year, man we brought in like 200 grand real fast, bam! And I was like, I can't keep up with the revenue. And I realized that I was a victim of my very own teachings; I did not have... There was no support ticketing system. The fulfillment was different every time. There was a lot of consistency in the way things sold, because I'm a funnel builder, right. But there were some things in the way that I was handling some objections, and I was like, "Crap I gotta... " So I literally, and you guys might've seen the podcast episode where I talked about this.

 

My revenue was like whoosh! My business was like, "eh! I gotta slow it down." So I slowed the revenue down on purpose to build the business, build the systems, get consistency, that frees up your mental shelf space. So that you can operate.

 

Otherwise, by default, if you have revenue up here, and your business is right here. You have to work in your business, rather than on your business. And that's what I started finding myself doing.

 

So I slowed the revenue down so I could build the business. I needed to stop working in my business and start working on the business again - and build both together. That's exactly what I'm doing.

 

So, side rant, I know that's a huge, crazy side rant. Dimitrios, what you're asking. But... if they don't buy in that closing time, I do not sell them. Even if they're willing to give me their cash. Because I am building a system, I'm building a business. I'm not just trying to collect cash. There's a system that I've got in place to handle that stuff.

 

I know you guys have seen the posts on Facebook, where someone's like, "He said no to Tony Robbins. That's freaking..." Why? That's not my business to do that right now.

 

I pitched to Tony Robbins. I constantly ask myself, "What can I do to have larger cajones?" If I'm in some scenario, and I'm talking to some major influencer, I'm like, "What can I do to have large cajones in this very moment? Oh, I can pitch them, yeah!" And so I pitched Tony, and we're talking face to face, and he's wearing this brand of hat. That's why I'm wearing this hat, it's a nice hat. I like the hat anyway. But it's Tony's team, so yeah, come on.

 

And I was like," hey," and he said "yes." But I don't have a system in place. I didn't have systems at the time, I do now. I didn't have systems enough in place at that time, to handle all the other aspects that were going on. All the other revenue streams that were going on in my business. So it would've killed those other businesses for me to take on someone like Tony. Does that make sense?

 

Multiple people have asked me, I have been offered obscene amounts of cash to build funnels for people. But if you don't have systems in place, you will literally kill your existing revenue streams. It means you are the business, you are working in your own company, which is a huge mistake,. There's not enough autonomy in the systems you've built to handle the flexibility.

 

Case in point, okay. I don't just love the book, The 4-Hour Workweek. I love how he wrote it. There's one lesson inside The 4-Hour Workweek that was very, very key. He said:

 

For the first month or two, after launching a product he said, I personally handle every support ticket on my own. Which I was doing. And I do it for the explicit reason of writing down every single question they're asking. And logging every single answer I'm giving.

 

And when I do that for 30 to 60 days, I literally am creating a training manual. And I duplicate me. So then I can bring somebody in for 15 bucks an hour, and say, hey, if they got questions, 99% of the questions they've asked, are already gonna be right here. And here's your copy/paste answer to that individual. Bam... system!

 

When there wasn't a question to answer that he had already documented, what he would do, is he started giving them authority to make decisions in his name, up to a certain dollar amount.

 

So he would say, “hey you have decisions to make.” Because he'd start to get questions like, “hey the customer said it didn't show up, do I have authority to reship blank, blank, blank? It's gonna cost the company this much money.”

 

And enough of those would start coming in, or enough scenarios like that, and he'd be like, why do I even, yeah, we're gonna do it anyway, we're gonna take care of the customer.

 

Customer's not always right, but I do take care of the customer. Customer's not always right. But I do take care of the customer.

 

I hate whoever said "customer's always right." That is freaking crap. That is the worst garbage on the planet. That's terrible. That person got straight A's in school and never ran a business.

 

Anyway, so he said, I'm gonna give autonomy to my system to make decisions in my name up to a certain dollar amount.

 

So once a week, he would go and see all the emails back from this team on all the decisions he needed to make, and within two hours he would say, yes, no, good, bad, do this, do that, tweak this. Don't do that at all. And after a while, the majority of those questions coming in had to do with this certain area. So he was like, well let's just add to the system.

 

Hey, everyone, you may now make decisions in my name up to a dollar amount of $50. Killed 80% of the tickets back to him from his own system. He just buffed it up.

 

Anyway, so hopefully you guys understand more about what this really is.

 

The funnels, you are creating are a system to bring in, that's why I do my sales script, my webinar script, the same every time. That's the reason I write it out on every single slide. Because if it's not consistent, I don't know what to switch. If it's not consistent, it means it's not a system. These, that's a consistent sales system. That's what a funnel is. That's all it is. But it's not a business.

 

You still gotta go, probably have support and fulfillment. Those are probably the two areas, right. The two spots you probably gotta build. You got those two, you got a sales machine, you can step away for a minute? That's a business, okay.

 

Nothing is sellable at all, meaning the company itself, nothing in the company's sellable until you got that anyway.

 

For the first year, if Russell was to leave Clickfunnels, Clickfunnels would've probably dwindled to nothing. But he set up so many internal processes now.

 

When I left, they created an internal agency to replace what Russell and I were doing. Because we realized... duplication is not in finding another expert who replaces you. Duplication is in creating a system that replaces you.

 

When you go in, and you wanna start removing yourself from the business, right. That's exactly what you're doing, is you go bam, bam, bam, bam, bam. And you can start building out the stuff like that. And remove yourself from it.

 

It's not that you're trying to remove yourself from the customer. I still over deliver, I know I do. I still go and I do Q&As, I still do all that stuff. But when it comes to the purchasing process, fulfilling on what they bought. It's an exchange.

 

I'm gonna exchange the product for their money, it's gonna be worth their time, but I'm also going to over deliver through several other things. But I'm also going to make sure that it's, like 99% of the time, the exact same scenario for every fulfillment, every buy, every support. Everything. Anything in supply chain, everything.

 

The easiest way to build those systems, and put them in place, which is what I'm doing. Which you guys have watched me do, that's really what I'm doing. Mentally, in my head, that's what I'm doing.

 

I did not go build a second revenue funnel, without having the support, and the fulfillment in place. To support it.

 

The first funnel, I didn't care about any of that. I just cared about revenue. That's all you should care about, too. And that's all I still care about. But in the order of launching a business like this:

 

I made sure I did, is first of all:

 

Who freaking cares about fulfillment or support if you can't fund it?

 

So I don't care about those systems for a while. I just need to go make sure that that sells. That my script sells, that the funnels awesome.

 

As soon as revenue's coming in, and I know I start to document, personally, all the support tickets coming in. What are things that people are having questions with? Is this a question about the product? Is it something about fulfillment? Is there a shipment that they didn't get that they should've? Okay, let's go put that in that category. Is this question about the actual product itself? Maybe I don't have enough things in it, right?

 

This game's about being a detective, not about being a prolific genius, "Waah! I gotta be this crazy creative to be successful." That's crap. Don't believe that, that's garbage.

 

So when you think through, and you start actually going in, and you start building this stuff, you have to understand. First, revenue, revenue's always first. But I don't think about support, or fulfillment, until I know that revenue thing is consistent, and it just churns, baby.

 

Then I go and I build the support to handle it. But I do it in a way that outperforms the revenue. So then I can go start putting on another funnel. That's when I go build a second revenue funnel, okay. Which is what I'm doing. Why? Because I've got the systems in place with support.

 

We got the systems in place, right. And we're still building those things out. And we will always be building them out. But the 80%,, oh my gosh, takes so much mental shelf space. That's gone. Which means I now have mental capital to go invest in something like a brand new revenue stream.

 

It's the reason why I don't take on more revenue than I can handle. Because I've done that multiple times, and suddenly, you can't think about anything else.

 

That's why I hate the agency models. I take the money, and I still have all this work to do. Whereas with products, I do... I do the work and then when they pay me the work's done.

 

Anyway, hopefully... Man, that was a rant. I'm probably gonna rip that and make that a podcast, that was good.

 

But anyways, hopefully that makes sense though.

 

That's why I'm so forceful on what I said before. This is a 48-hour funnel, if they do not buy, I do not allow them to buy. It pushes them over to a waiting list. Sometimes it's within a week, I might open it up for them again. Sometimes it's when, six months to a year. I know that might sound nuts.

 

I'm building a business for me, I'm not for the business. And it's because of the systems in place.

 

Boom, if you're just starting out, you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right. That's also good. But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right.

 

That's also what I struggled with for a while, until I learned the formula. So I created a special mastermind, called The Offermind, to get you on track with the right offer, and more importantly, the right sales script to get it off the ground and sell it. Wanna come?

 

The small groups I'm purposefully gonna answer your direct questions, in person, for two straight days. You can hold your spot by going to offermind.com. Again, that's offermind.com.

Ho, oh, boom! What's up, guys? This is Steve Larsen. This is Sales Funnel Radio. Today we're gonna talk about my four favorite traffic methods.

 

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 V.C. 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 it's already right on the whiteboard right here... (for those guys who are listening, obviously I'm going to explain everything as well.)

 

I wanna walk through this here real fast. It's a question I've been getting more and more frequently, and if you guys don't know, I actually don't like driving paid ads.

 

Now, please understand what I'm saying, we drive paid ads. But I don't want to learn how to do them.

 

When launched one of my first products I went and I put it out there, and I was super excited, super stoked. I was like, "Look! I birthed this amazing thing, World! Hey, this is incredible, it's amazing!"  I was so proud of myself because after a year it had done 60 grand with no ads spend. It was a little over a year, but I was like, "Oh my gosh, check this out!" I remember feeling really excited about that.

 

I was like, "I am the freakin' man, everyone bow to me!"  I wasn't saying that but, in my mind, I was like, "I finally did it" I finally made something work.  It was after a lot of tries. A ton of tries... and finally something worked, and I was proud of it. I was really proud of it.

 

I remember feeling so proud that I hadn't spent any ad spend, and it was still doing that well.

 

I don't remember who I was listening too, I think it was a Joe Polish thing, and some of Russell Brunson's stuff. Anyway, all of a sudden I had this epiphany: "Shame on you, Shame on you, you're not spending money on ads, right? I  started realizing that a real marketer would wanna be able to spend as much money as possible to acquire a customer, right?

 

If you think about those massive marketing phrases: "Whoever can spend the most money to acquire a customer wins." Those are like, laws of marketing. And I was like, "I'm not even spending any money. Crap! That means I'm not actually a marketer... I kinda accidentally came into that cash." I was like, "I need to be able to spend as much money as possible  in order to actually acquire customers." So it changed everything for me.

 

I started going through, and instead, I started building out funnels where not only the price point allowed me to dump cash back into it, but I started structuring to remove my ad cost.

 

But I was like, "Wait I don't actually wanna learn how to do this ad game." And I know that might sound crazy, but I really wanna just stay on just the funnel-building offer creation peak.  I wanna stay on top of that peak.

 

I used to climb a lot of mountains we did a lot of backpacking growing up. I grew up in Colorado. I loved it, absolutely loved it. Time with nature. Super cool. Teaches you a lot of stuff. But I never once, funnily enough, climbed two peaks at the same time. It's a weakness of mine to try and do lots of things. But I started looking at what I was focusing on in the same way as climbing mountain peaks.

 

Now I don't want to be a renaissance man. Renaissance men don't get paid anything. Obsessers get paid. So, I'm gonna stay on my obsessing peak of just being the offer creation guy, and teaching people how to build inside of a funnel. That's really what I do. And that's what I'm really freaking good at.

So I'm gonna stay there.

 

If I go and learn something like ads, that's gonna distract from my peak. That's gonna require me to come off my peak and try to climb another one high enough to make the other one successful. That doesn't make sense.

 

I know many times I've dropped the fact that I'm going to interview my amazing team. There's one specific thing I've been waiting for in order to do it, and I'm so excited for it. It's gonna be really, really cool. Soon as it happens I will get my team in here and I will interview them.

 

I found an amazing ads-driving individual, and she's incredible. She's absolutely amazing. I'm like, oh my gosh, blows me away. Very, very good...

 

I personally like to obsess. She obsesses over the act of driving Facebook ads to the degree that I obsess over building funnels. I wanted someone like that, and you should find someone like that.

 

If someone's like, "I don't know... Hmmm, I can do it." Don't hire 'em. Hire someone who's ridiculously obsessed. Somebody who, it's not logical how obsessed they are. That's the kinda person that you want. It took me a long time to find, a long time to find her, but I found her. She's amazing.

 

But what do I obsess over traffic-wise? I know you guys can see right here, but I'm gonna walk through real fast these four things to show you guys how I actually get traffic.

 

These are my four favorite methods of getting traffic. These are my four favorite methods of getting sales, specifically. I don't like to obsess just on the act of getting traffic, I obsess over how to get sales. That's a different question. Now, traffic is money, but I don't just wanna get eyeballs.

 

I actually started out as a traffic driver - you guys might not know that? I was driving traffic for Paul Mitchell. It was right about the time I started learning what a funnel was. I was like, "This is really interesting, huh."

 

My buddy and I, (I actually I think it was Colton, he's sitting right over there) we were driving traffic to the first funnel that we ever built. That's how we got Clickfunnels.

 

It was called Fixed Insurance and it was for smartphones. It was smartphone insurance, and it's literally what we used to get our Clickfunnels account paid for. It was really, really cool. We didn't make any money, but we broke even, kinda. Anyways, it was good.

 

I started experimenting with different traffic methods and I remember once I got 53,000 people to a website in two days. And I was like, "This is awesome! I must be really good at this!"  I could get a lot of eyeballs, guys. But then I started thinking: "Wait, how come I didn't get 53,000 sales?" And I started learning about conversion, and squeeze pages, order pages, and opt-ins.

 

Anyways, that's one of the ways I got into it. So yes, traffic is money but only if you have a good funnel.

 

So I like to obsess over the sales methods, not just traffic methods. So please look at what I'm sharing today with that in mind.

 

All these methods will get you eyeballs on what whatever funnel or event, or whatever thing you're doing. But there are specific ones I like to use that I know will give me sales. And that's the reason that these are the four that I use. I've been very methodical about this for years and I want you to see why I do what I do here.

 

.... And I'm gonna shove this down your throat again and tell you, you all need to publish!

 

Publishing is by far the easiest, the best, the greatest, the most beautiful, the most evergreen way to get traffic and sales you will ever have. Ever!

 

I have never put a dollar of my own into my business. That means I've had to grow it a little bit slow here and there but, man, that was great when I was working a nine-to-five. How did I do it? Publishing Publishing.

 

I produced value for the marketplace. I was just trying to talk to people who knew who I was. I was trying to solve problems for the marketplace. That's why Sales Funnel Radio exists. That's the reason why my podcast does so well and there are other sales funnel podcasts that are out there that don't.

 

If you have a product out there, and it's not doing amazing,  you're probably focusing on how to get sales more than trying to figure out how to solve problems for your audience.

 

Just figure out how to solve more problems, and cash always follows. Okay, rant over on that one.

 

So number one, go figure out how to publish. Figure out some way you're gonna publish. And the cost to publish (that's what the C is right here.) The cost of publishing, frankly, is time. That's it. Which is why publishing is great if you're just starting out. Time, that's it. Time is the cost of publishing.

 

It'll take me half a day to get my episodes out For an entire month's worth of content, maybe a full day. It depends if it's a video or not. The video episodes are more challenging than the normal podcasts. Anyways, I digress...

 

The money potential with publishing is very high leverage. Your sales look like this...

 

A lot of this comes from the Hollywood model.

 

How well do you think sales would do on movies if the first time you heard about the movie was the day it came out? Not that good, right?  It actually could be quite bad, right? The sales would probably plummet.

 

Think about it, how come we know what the box ticket prices are on these movies when they launch out there so well? It's because they build up all this pressure forever. then they're like, "Wow! In two weeks, thirty million dollars! That's crazy!" They're building pressure. That's one of the major, major benefits of continuous publishing.

 

Right here, is what my sales from publishing look like;  Big spike as I build up a lot of pressure, and as I release the pressure for the sale, a lot. It's usually short-lived, but it can be a lot of cash. It never really goes down to zero, though. Because people continue to find things that you're publishing.

 

They find the videos. They find the podcasts They find blogs, whatever. And that content lives on the internet for your life. That's the other reason I publish. I'm literally creating a high-leverage asset that is here for the remainder of my life and my kid's life. Which means the call-to-action, all the stuff I say inside of it, it doesn't go away. It's there forever.

 

So it looks like this, and it'll drop down but it never really goes to zero. It'll kinda stay consistent for whatever it is you're selling. This isn't a scenario of selling just one product.

 

Now the next traffic method that I really, really like a lot... I'd say kinda both on the same tier, is affiliates and Dream 100. So let's talk about affiliates first, though.

 

What's the cost of having affiliates? Well if you have Clickfunnels, it's nothing, right? But there is the cost of time, 'kay?

 

It's time and training. Time and training. I'll say T and T there, 'kay? Time and training.

 

I've never been able to have a very successful affiliate campaign without teaching people how to actually use my affiliate link, right? So that's the reason why I create programs like Affiliate Outrage. (Which by the time this is out should be out.) We had to wait a little bit because of a few things, but if you wanna know how I train my people, there's a 30-day program teaching you exactly how to be an affiliate. You can use it for anyone's products, but I'm subtly hoping you'll promote mine, 'kay? Which makes sense.

 

I interviewed 15 experts, and they came in, and they talked about how to go in and use the platform they're an expert in to sell other people's products. You get all that inside of there and pre-built funnels. It's awesome.

 

The cost of me building out an affiliate army is a little bit intense. Building an affiliate army cost me time, it's a lot of time.  My gosh, lots of time - and some training to set up an affiliate program.

 

The training is what takes the time. It doesn't take a lot of time to set up an actual affiliate link, that's easy in Clickfunnels.

 

What do my sales look like with affiliates? Let's say I'm not doing something like an affiliate contest... Isn't it funny, I said these are my favorite traffic methods, but what I'm really tracking here is sales. Who cares about eyeballs if they don't buy anything?

 

I'm tryin' help you guys see money potential, the cost to get that traffic method, and the potential amount of cash that I typically see from each method.

 

Now, I know someone's probably gonna fight me on that... please understand that these are very, very plain-flavored, very blank kinda general statements on this stuff, 'kay?

 

Generally, my sales from affiliates, without an affiliate contest or any no incentive behind it are...

 

We do have a cool incentive; we just found a way to give people new iMacs without having to sell that much stuff. Ha, ha! Really cool. But typically, without incentives,  sales start out low and kinda steadily increases - especially as you get people to put your affiliate link in things that they're building. Especially when you get people to put your affiliate link in things that they're publishing or promoting or stuff that stays out there evergreen, forever, right?

 

I'm not talking about people who only drive traffic. That's a good method, but typically for how I use affiliates, I can expect there to be a kinda evergreen, steady, slow increase in the cash that's coming in.

 

Let's look at Dream 100, 'kay?

 

Dream 100; what the cost of Dream 100? There's really two costs for the way I use it - which are a little bit more time and money.

 

Colton's my affiliate manager slash Dream 100 manager. He's studying our Dream 100 people and teaching me about them. Helping me understand who they are and what they like.  We're learning together about these individuals and creating relationships, right? That takes time. Holy crap, that takes time.

 

Dana Derrick's has a great book about the Dream 100. The first position he encourages you to hire is an affiliate manager. It's what Russell encouraged me to do too.  An affiliate manager, that's your first hire. Not support. Not an assistant. You need to get a revenue-generating position filled.

 

So the first cost for Dream 100, is time. We'll start to send out little funny things. We've got the rubber fish thing over there. We have a bunch of stuff. We have little flash drives we send out that look like those message in bottle things. We got cool coins that we send out to 'em. It's not that expensive.

 

I was on stage teaching one of the final FAT events, and Dave Woodward came up. He manages a lot of the same things for Russell, or he did that the time. Anyway, I asked him how much do you spend on your Dream 100 packages to invite people to promote"Expert Secrets," and he said about 25 dollars. 25 to 35 dollars, something like that.

 

I asked: "Can you measure how much cash comes in for each package?" And he said: "No, it's like thousands of dollars."  Huh, I've never seen an investment do that well. 25 bucks for a package, thousands of dollars back out. Like that's amazing, right?

 

So anyways the cost of Dream 100 is, time and some money. But it doesn't need to be a lot of money.

 

I like to send out packages, but you don't need to do that, you could get a relationship with somebody by just solving a problem they have. Bam! You've done Dream 100.

 

Dream 100 does not just mean packages, 'kay? It doesn't. It means relationships.

 

Anyway, what the money potential of a Dream 100 kind of strategy?

 

Well, you might take some time to build up some of these relationships, so typically, not always, but typically it looks kinda more like this: No sales for a while -  a few sales - no sales again for a while - a few more sales. And then suddenly one of these Dream 100 relationships pays off, and you get this big massive win. Boom! This huge amount of cash comes in, right? These are the big wins.

 

You get all these tiny wins and boom! So it kinda looks like a stair-stepping kinda graph, right? Where it's like, "Hey, cash!" And then nothin'. Lots of cash! And then nothin'. Big cash! And nothin'.

 

Does that make sense?

 

So that's what you kinda typically expect the way I use Dream 100. That's what I expect for it to happen. So, there's no cash for a little while but man, you start settin' up, someone agrees, "You know what, yeah. "Let's do a joint venture together. "Promote your thing to my audience. Cool!" And I'm like, "yeah! I'll give you 50 percent for that" I do that for anyone who has an audience. If you guys are interested, reach out to Colton.

 

So anyways, that's what I do. I give you 50 percent - that's kinda how the cash kinda works. See, how these are all kinda working together?

 

Let's go onto the next one.

 

Ads! What's the cost of ads? It's the exact opposite of how I handle Dream 100. It's a little time, but it can cost a good chunk of cash. Now the key for me here, in fact, lemme erase this quick here, Check this o-out. ♪ Yee-hee ♪

 

By the way, while I'm doing this, ♪ thanks guys for being a listener. Really means a lot to me.

 

Okay, but think about this; the Dream 100  is the exact opposite. It can be a lot of time, and the cost is typically just a little cash. Anyway, so it's the exact opposite of ads.

 

Now I'm not gonna go and learn how to do ads, right? So that's something that I outsource. I outsource the Dream 100 stuff too. I like to do the affiliates thing 'cause I like to do the training, and I do the publishing because I'm the attractive character of my products. That's the guru biz, right? I hate being called that, but anyway. I digress...

 

The cost though of getting the ads out is a little bit of time, 'cause someone else is mostly handling that, right? It can be more expensive when you start spending ads.

 

Think with me for a second, if I've gone through and I've been publishing, and I do kind of the model that Hollywood follows...

 

I'm not saying you start publishing six months in advance before you launch your product. I'm not saying you put that kinda timestamp out there but let's say that you're like, "You know what, I'm gonna get my stuff together, get my crap together, and I'm gonna start testing sales messages, I'm gonna give myself two months. In two months, I'm gonna have my product out and my first sale in my hands." That's plenty of time to start publishing, 'kay?

 

You could even do a month. Start publishing, publishing, daily, daily publishing. I'm talking, Facebook Lives, or  YouTube or whatever. Just be consistent with whatever the platform is. Just marry the platform, right?

 

Now you've launched in and boom, you get an influx of cash.  Do not take profit. I did not pay myself for the first three months of this year. We lived on savings. I took all that cash and dumped it right back into the business. Where? Ads. My customers paid for my ads.

 

I built pressure ahead of time; then I went into the ads game.

 

Affiliates.  I've got a cool affiliate program. It's epic. You should all promote it... That was subtle. We've got cool affiliate rewards. A training program that's like no other on the planet on Earth.

 

Affiliates bring a steady slow increase of cash into the business.  And as people win, other people start to see like, "Yeah, I wanna keep promoting." Unless there's an affiliate contest, it's slow and steady.

 

I started as an affiliate, so I have some I have some affinity for affiliates. And that kinda how it typically works. The cash kinda grows, "oh look!" and it's slow, steady growth. That's how it works with my business.

 

So now ads. Ads typically for me, are very methodical in the beginning. It's not like this huge, big thing. Don't we go test with like a grand, 'kay? We test with like five bucks. Five bucks, ten bucks, then fifteen, then twenty, right? And we keep the ads spend small and see what the markets' reaction is.

 

There were some people I built funnels for in the past, and they're like, "Hey we got this funnel, it's not quite converting." I asked: "Okay, how much are you spending on ads ?"  "Well, we went, and we borrowed a quarter million dollars and put it into ads." I was like, "A quarter million bucks! How fast did you spend that?"

 

I don't remember if that was the exact number, but it was monstrous. And they wasted all of it and made hardly any cash. I don't know that much about ad spend. But I do know that is the wrong way to scale 'em though. Terrible, terrible. That's trying to run the Boston Marathon after deciding to do it the day before. That's CRAZY- that's ridiculous. You're not prepared. You're not scaled, you're not figured out, your body has no idea how to handle it, 'kay? The exact same thing here with ads.

 

So with ads, typically what I see is little, tiny cash. Little, tiny cash. No buys. Then scaling. Then scaling. Then scaling. And they're getting bigger. And they gettin' bigger, right? And it kinda looks like those like stair-steppers, right?  It's increasing at a stair-stepping rate with sale, sale, sale, sale, sale, sale, sale, sale! The frequency of sales increases. The pressure increases as you kinda open up, woosh!

 

So, look at each of these graphs together.

 

I've got money potential; the amount of potential of cash for publishing. Now, this is just promoting one product.  I'm gonna go in and do other events, so I'll get definitely influxes of cash. Let's say this is a 60 day period here:

 

Not that many sales for Dream 100 for a while, right? And then bam! Nice win, right? Bam, nice win!

 

Now so, affiliates again. Kinda slow, slow cash comin' on out so I always start with publishing so that people start gain affinity for the product prior to me selling to them -they just don't know that. Then I go in and I love to do things, I like to do affiliates and  Dream 100 kinda in tandem. This is not necessarily the order, 'kay?

 

Publishing is always first. But these other three, that's not necessarily the order that I do them in.

 

I typically go publishing, take that cash, go directly to back into ads, and then start getting relationships with Dream 100, then I figure out affiliates. Which I probably should've numbered them the other way. It's exactly what I've done for my own business.

 

So look here, kinda combine these in your mind's eye. What gives you the huge wins? Usually, Dream 100. What kinda keeps the doors open? After, after publishing, what kinda keeps the doors open? Ad spend and affiliates. They kinda scale slow at the same time.

 

We're gonna do things like contests, events, big giveaways, and huge rewards to create pressure. We literally have a sweet event coming up soon. We'll teach you how to actually promote with Affiliate Outrage. Then we're gonna do an affiliate contest, and then we have an event for the top 20 people to come and just hang out with me for two days. I'll help them and look at their stuff - which is ridiculous. I charge 30 grand a day for my consulting.  So it's huge value to them, but it's a huge thank you from me as well. Back and forth, it scratches both our backs. It's awesome. Right, so that's what we're gonna do. I'm really excited about it.

 

We've gotta mixture of slow steady cash coming in, and big wins coming every so often with the Dream 100, Bam! Bam! Bam!

 

Ever increasing ad spend as you profitably... ooh, I love that word, "profitably" increase ad spend and "profitably" spend ad money.  It's not your own money. You took that initial profit and dumped it back in.

 

So anyways that's my traffic strategies. So when someone's like, "How do you get traffic to this? I'm like, "Well, are you willing to be the attractive character?" If they're like, "No, I won't publish." I'm like, "Alright, well, are you willing to spend some time to figure this out?" They're like, "No, I won't." Well, okay. "Are you gonna spend some money?" "Well, I don't have any money." "Okay,  then your funnel's dead. Alright? Case closed. Well, see you later." And that's true!

 

You gotta buy your customers somehow. If it's not with money then it's gonna be with time. If you're not willing to spend time, like, be willing to go door-to-door. That sucks. 'Cause there's really three costs. There are three ways to buy a customer. )And I'll end with this here, 'cause this has been a cool episode, and hopefully, you guys got some cool stuff from this.)

 

Three costs are this: You could buy a customer with money like ad spend. You could buy a customer with time, but there are two kinds of time. There are two kinds of time, and I'm very careful to spend one and not the other. Here they are:

 

The first kind of time that you can spend is what I was doing when I was a door-to-door salesman. I memorized the pitch, which is great, You all should all be pitching everyone the exact same way, by the way. and making tweaks based on what the market says.

 

If your pitch is different every time, your funnel is already dying. I don't care, anyway. It's a different topic, different rant, I gotta hold myself in here.

 

Anyway, two different kinds of time. First, kinda time is the kinda time where I personally go out and pitch. Woov! I will never get that time back. And that person, if they weren't listening, might need me to say the pitch again. I hate spending that kinda time. I hate it! That's why I'm not a telemarketer anymore, even though I was kinda good at it.

 

That's why I don't do door-to-door sales even though it was an amazing, amazing training ground for me. It was kinda like sales boot camp for me, you know, honestly.

 

The kind of time I like to spend and the reason why I don't go learn other kinds of traffic besides really these three (and why I outsource everything that has to do with ad spend) is because I want to leverage my time by creating a training program, that doesn't go away when I'm done, right?

 

They're literally carbon copies of my time, over, and over, and over, and over again.

 

Making this episode, I know I'm selling some of you guys right now. You might be like, "Hey, let's get him out for consulting, and I'm gonna go get his funnel stash. He's got a book comin' out, sweet! Oh, lemme go to his MasterMind. Lemme do this..."  And I get that, and it's one of the purposes of publishing. I think a lot of you guys know you do that. A lot of you guys reach out and ask that. Which is great. I'm giving value, and you want some back, that's awesome. That's one of the purposes of publishing; I'm solving problems, and you're gonna solve other problems for me. I need cash flow. You need answers. Boom! That's business. That's great. That's marketing. I'm getting too technical on my definitions here. But it's awesome!

 

I don't need to turn back around though and record this episode again tomorrow for the thousand people that are gonna download this tomorrow, right? I don't! That's my favorite kind of time to spend when I don't want to spend money. It's the other reason why I tell you guys to freakin' publish so much.

 

If you're like, "oh, I don't wanna publish." Okay, then make a sick affiliate course for people go through and teach 'em how to promote your stuff. That course stays there forever. Unless you take it down, which I don't know why you would.

 

Your Dream 100 are relationships. I don't like to burn relationships. I'm very strategic about who I hang out with now, and that's great. That's awesome like I'm gonna go create cool, strategic relationships with people that would go and promote it and guess what? Next time something cool comes out, or next time they're putting something out, I might promote for them, they might promote for me again. That relationship's still there, it's time well spent because the value compounds, it doesn't leave.

 

The reason I don't spend a lot of time on ads, and if you love ads, that's great. Stay in your zone, right? That's your zone of genius, stay there. It's just not my zone. I like to look for ways to leverage my time. I know that you guys might be like, "Well, it works well 'cause I season pixels."  I get that. That's awesome, and it totally works. I just don't want to climb two peaks at the same time.

 

My peak is funnel-building and offer-creation. Bam! That's it. That's where I stay. The reason why is because if I go and I spend money which I should. If you are not spending cash, it is my firm belief you are not a real marketer. Sorry. I gotta go to the identity spot there. But it's true. If you're like, "Man, I'm getting all this cash. I'm not having to spend any money on it." Argh... okay. Different topic. Different rant. I gotta reign myself back here.

 

I use these methods so that I can spend a butt-ton of money over here in the ad place. I don't wanna learn that part of it; I'm gonna go spend my time in places where it's evergreen, where it stays, where the value compounds, where it's gonna be there for the rest of my life and beyond.

 

This is literally one way I am developing the asset for my kids. That's the way I look at it. That's the reason why I do this. It's the reason I'm so protective about my time. I'm a Nazi when it comes to me gettin' crap done. I push really freakin' hard and I know that and you guys know that about me too.  I hope that you do and you learn that trait. It's a learned trait. It's not that I'm born with it. I was frigging lazy as a high-schooler. It's a learned trait. Learn the trait! It's work! It's awesome! Super fun. Best endorphins and dopamine you'll ever have in your entire life.

 

Remember that episode I did about that? So, please know that that's why I publish. I do affiliates too, but I do training courses about it 'cause my time is re-created. My time is re-created when I Dream 100. Ads, not so much. I might go spend some cash and they're like, "Oh, this is cool." And they click away and, ahh. That's kind of it. That's fine, though as long as I've got these other things.

 

If you take these graphs and you lay them on top of each other, you can see how the cash continues to come in at increasing rates. Then I'll do another cool thing...

 

One of the things I like to do to get another peak of cash here in the publishing game is to go to testimonial interviews of the people who bought this first round. I make sure they're successful. I make sure everyone is. If they're willing to do the work. If they just do what I tell them they are. Then I go and I interview 'em. Bam! And that gets another influx of cash comin' in as people hear the testimonials, right?

 

You guys will see me do that soon. I'm just letting you guys know so when you see me do it you know what I'm doing.

 

Same with the affiliate stuff, ever increasing. And if I go out like, we got an affiliate contest comin' in Bam! This big influxes, but it's still got, Bam! Still kind of increases at increasing rates. You lace those things on top of each other. What really keeps the doors open in between the downtimes when someone's not bought for a little while, is ads. After you've done your publishing, after you open cart.

 

This has been a long episode, but I just want you to know why I do what I do and why these four traffic/sales methods are my favorite strategies. I'm actually very methodical about this, and that why I launch in the way I do I do.

 

I go out and I hit the lists, I go to my hot audience, and you can kinda see how this goes from hot to cold even right on this whiteboard, right? Publishing, hot traffic. That's totally hot traffic. 'Cause they join your list, they get little freebies from you, and you're starting to build pressure. "Hey, it's comin' out. "It's comin' out. "Two days left, get on the waiting list, beta list only." Bam, bam, bam, bam, bam! Open! Boosh! All these people buy, wow oh my gosh, look at this cash comin' in.

 

Then I go dump directly back into ads, which goes definitely more kinda like the warm kinda traffic area. Affiliates. That's definitely like the warm-hot, people who're gonna promote for me. They are the people who really like what I do. And I know that. And that's great. I'm gonna enable them, I'm gonna give them, I'm gonna try to solve every problem for them. I want to make it really freakin' easy for them to go spend money, to promote my stuff, to drop to their own lists to promote my stuff.

 

Dream 100s with them. That's definitely more of a hot traffic strategy. So that's kinda how it's laced out though.  I hit each one of the hot-warm-cold traffic areas, but not all at the same time, and I don't use my own money.

 

I make sure that I'm methodical in the way that I drop it out there so that my customers are paying for more customers which is really awesome.

 

I just want you guys to see how I've been doing this and I'm really, really excited. If you guys like this kinda stuff, I'm gonna go through a little bit more how I actually do this for what we call a pre-funnel. The pre-funnel is very powerful. It's important, it's amazing, and it's what I'm going to speak out at Funnel Hacking Live 2019 - baby, in Tennesee, woo! It's live, guys. Go get tickets, I think you guys'll really enjoy it.

 

It's five thousand people this time. Oh my gosh, it's so freaking cool. I cannot wait.

 

I wanna go through on and teach you guys everything I do before I actually open something like Clickfunnels. It's everything pre-funnel. There's a checklist I go through. I developed it, I thought through it, I was like "Huh, this is actually what I do, "huh, oh, wait that's what Russell does, "oh interesting, does anyone know this? "I don't know!" And as I started building funnels in that way, it's like almost guaranteed success every time and great amounts of cash because of everything I do pre-checklist. So anyways, go ahead and go get Funnel Hacking Live Tickets.

 

Funnelhackinglive.com We're excited to have you guys. I'm saying we as if I work there, still. I don't but man, I bleed them. I bleed Clickfunnels. I'm even wearing their shirt right now, again. And I just absolutely love it. I love, it's amazing what it's done.

 

So, anyways guys, those are my four favorite traffic strategies, again. Figure out which one you wanna go do. Figure out what peak you're trying to climb. Stop trying to climb others. And then figure out ways to pull off these others. If you're like, "Hey, I don't wanna do that" That's fine, I'm not telling you that the one I would tell you that everyone should do is publishing.

 

If you're like, "I don't wanna do an affiliate thing" that's fine. Find someone else's, they can teach your people.

 

If you're like, "I don't wanna do Dream 100." That's fine. Find someone, find a Colton, alright. Go figure out how to actually go and make that position filled.

 

If you're like, "I don't wanna do ads," I don't either. Go find someone to do the ads piece.

 

The publishing one, that's why I shove it down everyone's face so much. I'm like, look, you've got to figure out that. It's is the most ridiculous long-term asset. It's amazing power. Especially in a world today where it's not just the information age, it's actually the attention age. That's how you get attention.

 

Alright guys, thanks so much. Hopefully you've enjoyed this. Please, please, please. Sorry for the little glitches in the camera here and there. Stupid camera, freaking battery died.

 

Anyways, if you guys enjoyed this please rate it on iTunes and I really appreciate every guys listening. Means a lot and I'll talk to you guys later. Bye. Boom!

 

If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies also, right? That's also good. But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right? That's what I struggled with for a while until I learned the formula so I created a special MasterMind called an OfferMind to get you on track with the right offer and more importantly, the right sales script to get it off the ground and sell it. Wanna come?

 

They're small groups so I can answer your questions in person for two straight days. You can hold your spot by going to offermind.com Again that's offermind.com

Haha, what's up, guys? This is Steve Larsen.

 

This is Sales Funnel Radio, and before we cue the intro here, I want you to know, this episode for me was really special.

 

I interview an incredible entrepreneur. Her name is Natalie Hodson. She's fantastic. I love learning and studying from her.

 

She's gonna talk about some things that went on kinda crazy in her life, and how to leverage the crazy things inside of your life for your audience - particularly around the subject of vulnerability.

 

So this is how to be vulnerable without looking like you're weak, right? And for a lot of guys, that's super important.

 

For a lot of selling in general, that's super important - the purpose is not to look like you're weak.

 

So anyways, let's cue the intro here. I hope you guys enjoy it, and if you have liked this, please reach out to her and say thank you. She puts some really amazing things out.

 

Thanks, guys, so much, and see you on the episode.

 

I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million-dollar business.

 

The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer.

 

Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels.

 

My name is Steve Larsen, and welcome to Sales Funnel Radio. What's going on, everyone?

 

Hey, it's Steve Larsen, and I'm really excited to have you here today.

 

Stephen: I have someone that I've been trying to get on the podcast for a very long time - because I just think the world of her. It's been super amazing to get to know this person. Anyways, I'm excited about it.

 

The first time that I got to hear this story,  it was heart-wrenching for me to see, not just everything that had happened, but the inspiration that it's causing in other people's lives.

 

The way it's changing other people's lives is a huge deal.

 

It was fascinating for me to see that this is real, you know, this is a big deal.

 

I already knew that, but just to continue to watch it in application... I was like, "Gosh, the thousands and thousands and thousands of lives that it's changed."

 

It's my incredible honor and privilege to have you on the show. Guys, I wanna welcome Natalie Hodson. How are you doing?

 

Natalie - Hey, thank you so much, Stephen. That was an amazing intro.

 

Stephen - I mean it.

 

Natalie -  I'm so excited to be here too. I've watched your stuff, and I've binge listened to all your podcasts. Your advice has helped me so much, so it's like a win-win. I'm excited - you're excited. It's awesome.

 

Stephen - Oh, I appreciate it. Thank you very much.  I know a lot of people may not know about you yet, and frankly, it's just a matter of time... I think everyone's gonna know who you are.

 

Natalie - Aw, thank you.

 

Stephen - Could you tell us a little bit about your story, and kind of the background, 'cause it's inspiring, and...

 

Natalie - Yeah.

 

Stephen - There's obviously funnels in there, but that's a vehicle for this whole thing. You're changing people's lives, and I'd love you to grace my audience with that... that'd be great.

 

Natalie - Totally. Well, there's a long version and a short version. I'll try to keep it towards the short version, but I tend to be long-winded.

 

So at any point, if you're like, "Natalie, take it this direction," you know...

 

Stephen - We have happy ears.

 

Natalie - So I'm in the fitness space. But I always say that I accidentally fell into the fitness industry because I was a history major in school. I didn't know:

 

#1: That there even was a fitness industry

 

#2: That I ever wanted to be a part of it.

 

After I had my son, I gained 70 pounds when I was pregnant with him. I was like big, out here. He was a 10-pound baby.

 

Stephen - 70 pounds?

 

Natalie - Yeah, I was really big. And after I had him, I remember feeling lost. I remember looking in the mirror and feeling like, "I don't even recognize myself... I just wanted to feel like myself again," and it wasn't even so much about the weight. I just didn't feel like me.

 

So I started a blog, and honestly, it was like an online journal - just as a way to keep me accountable for my fitness stuff.

 

I didn't tell a single person that I knew in real life, because I was embarrassed.  I didn't want the people I knew to know what I was struggling.

 

This was when Pinterest very first got started, about eight years ago.  I just started sharing...

 

I like to cook, so I started sharing healthy recipes, and I started putting them on Pinterest.

 

And honestly, if you look at my first pins back then, they were taken with a flip phone, just awful photos, but luckily for me, now people are taking gorgeous pictures for me.

 

So I started to get a lot of traffic to my website.

 

Stephen - You were just kinda documenting what you were doing?

 

Natalie - I was just documenting what I was doing and sharing.

 

This was right when Facebook groups weren't even a thing, and I started a Facebook group with this training program I was doing. I started sharing my ups and my downs, just because I felt like it was a safe space.

 

I was really vulnerable and telling, you know, my struggles; like I got called out of the gym daycare again - just like real struggles, you know?

 

I was struggling with all this stuff. And so, I did that 12-week program, and had awesome results, and got some recognition from bodybuilding.com.

 

I was getting a lot of traffic to my site. So I was like, man, if I'm getting traffic, I might as well monetize it. So I got certified as a personal trainer and started writing - I wrote a couple of ebooks.  I didn't know what I was doing. I didn't how to write an ebook. I just kind of figured it out as I went.

 

Stephen - Yeah.

 

Natalie - And then, I started recognizing, basically, like, long story short, what happened is one day...

 

I was at an event, and this girl came up to me. And she's like, "I love following your stuff! I could never do what you do, because I have stretched skin after I had my babies, and I could never look like you."

 

I got really confused in the moment, 'cause I was like, "What are you talking about? I have tons of stretched skin."

 

And then I started realizing that, I don't share that. I have all these beautiful professional photos where I stand up straight, and I angle myself just right so you can't see it, right?

 

Stephen - Right, yeah.

 

Natalie - Posture and perfect looking. I started realizing, like, "Holy crap," in my head, I look down, and I'm like, "Oh, yeah, I have stretched skin, whatever," but I wasn't like, showing that to anybody else.

 

And so, that night, I pulled out my camera, and I filmed this video,  just saying to people, "Look, I recognize that I've never shown you... this is what that looks like."

 

People talk about that a lot, but this was six years ago, and really, nobody was talking about it.

 

I remember the first time I posted that video, my hand was shaking. I thought I was gonna lose every follower I had. But I was like, "I know that if I'm struggling with this, other people are too."

 

Stephen - Yeah.

 

Natalie - And I posted it, and I shut my computer down. I wouldn't look at it, 'cause I was like, "everybody's gonna hate this."

 

When I opened it up an hour later, there were just thousands of comments, and that video went kind of viral.

 

Then I started realizing that the more I talked about things that felt scary or uncomfortable, it was actually more of like a magnet. People started to feel like, "Whoa, she gets me. Whoa, she's talking about things that I think in my head, but nobody's really talking about."

 

And then what happened is it started to  heal broken parts of me too - because I started to realize that those fears and insecurities weren't even real. It was just the story that I was telling myself.

 

So the more I talked about my story, the less power it had over me.

 

And so, total side note here, fast forward to right now... 'cause this was years ago... but I feel like I worked through all that body image stuff kind of on accident.

 

Stephen - Sure.

 

Natalie - I was being vulnerable, and it's crazy, 'cause right now, I'm going through a very similar process. I'm trying to do a lot of self-work. Learning to be perfectly imperfect with the body stuff - I feel like I did that, and I'm okay with it.

 

Stephen - “Perfectly imperfect” - that's cool.

 

Natalie - Yeah, and now it's like, "Okay, how can I...?" I've always struggled with this idea of perfection, and now with relationships, I'm trying to recognize that it's okay to not be perfect in relationships. That when you work through the hard stuff, when you talk about the hard stuff, it actually...

 

So anyways, I'll turn back now. I skipped a big chunk in there, but...

 

Stephen - No, that's fascinating what you just said... We will come back to that.

 

Natalie - Okay.

 

Stephen - Keep going, 'cause there's this whole spot... I'm like, "This is so cool."

 

Natalie -  I might not have the right words for it, because I'm just starting to figure it out. It's what I was talking to my friend Yara about last night.

 

Stephen - Yeah.

 

Natalie - So, anyways, I built this big audience, all organically. I had about 400,000 followers, but I wasn't really monetizing it.

 

I was selling ebooks and making decent, good money, probably  around six figures as a stay at home mom - so it was good. Like, it was awesome, and I was enjoying it. I was writing.

 

And then I went through a divorce. And then it got really scary, because I was like, "All right, I don't have child support, I don't have alimony.  I have to figure this out."

 

Stephen - Right.

 

Natalie - And it just so happened... like, you know, I swear, a lot of times, things fall in place when they're supposed to, or you meet people when you're supposed to.

 

Stephen - Right.

 

Natalie - It just so happened that... I don't know actually what happened. I don't know if my name got thrown around in a mastermind or something, but all of a sudden, I got emails or phone calls from eight different people wanting to build a funnel for me in ClickFunnels, and all this stuff.

 

I was like, "What? what is a funnel? What is this?" And so, I started researching and googling, and I kept seeing this name, Russell Brunson.

 

It's so embarrassing now 'cause I know what a good, honest, genuine hard-working guy Russell is... but honestly, at first, I was like, "Is this a scam? Why are people promising me the world, and like telling me they can..."

 

Usually, if somebody tells you something that's too good to be true - it is, right?  

 

...And they're like, "With that audience, you can make all this money." And I was so skeptical.

 

But the embarrassing part is, Russell wrestled in college with my cousin, and we live like just right down the street from each other. So we had all these mutual friends.

 

Stephen - Right.

 

Natalie - I messaged him on Facebook, and basically just... I mean, I didn't say, "Is your company a scam?"... but that's basically... I mean it was rude!

 

And now that I know who Russell is, I'm like so embarrassed, and I'm so grateful he didn't just say, "See ya, I'm never talking to you again."

 

So I started finding out about ClickFunnels, and then I read his DotCom Secrets book, and I was like, "What?"

 

'Cause  I'd built this big audience, but never in my life had I even spent a dime on Facebook ads.

 

So, I started reading his book, and I was like, "What? These are real secrets. Why is he sharing this?"

 

Stephen - Yeah.

 

Natalie - Look, this is my original notepad.

 

Stephen - What?

 

Natalie - That's crazy. I was organizing my office, and it happened to be sitting here.

 

So what I did, this was cool. I pulled out this notepad, and as I went through the book, I started saying, "How can I apply that to my business?" Like, five variables of successful campaigns:

 

Step one, who are your competitors? And I started writing down who are my actual competitors? This is cool. Blast from the past.

 

Stephen - That's so cool. I just found mine the other day.

 

Natalie - No way!

 

Stephen - Yeah, it's just right over here - the exact same thing. I was just showing it to somebody else. But, yeah, I found mine. It's like going way back.  "I remember the first time I realized this!" This is a huge deal.

 

Natalie -  I was mind-blown, and I was like, "What?" And so, I started implementing it, and I was like, "This works!"

 

I brought somebody on to help me with building the funnel at the beginning. Now we've since split ways...

 

So we launched the funnel. So, okay,  this story's getting very long, so we'll wrap it up, but...

 

Stephen - No, it's awesome. Super valuable.

 

Natalie - Okay, so, basically, at that point, I was like, "Hey, my back's against the wall. I need to figure out, how am I gonna monetize what I have here?"

 

So what I did was, I looked at my Google Analytics on my website.  I was like, my audience is telling me what they're interested in through my analytics, right? So, I took my five most popular blog posts, and I said, okay, I'm gonna make an offer around each of these.

 

Stephen - Wow.

 

Natalie - So the first one was this weird word called Diastasis Recti. Which is basically ab separation.

 

When you're pregnant, your abs can separate to make room for the baby, and in about two-thirds of women, they don't always come back together the right way. So it can cause you to look pregnant, even if you're eating right or exercising. It can cause you to have like just core weakness.

 

The other post was this thing called Pelvic Floor Dysfunction, which in layman's terms means like, if you laugh, cough, sneeze, jump on a trampoline, exercise too hard, a lot of times, women, after they have babies, will pee their pants a little bit.

 

Stephen - Right.

 

Natalie - And so it just so happened that one of my good friends from college had just gotten her Ph.D. in this specific area.

 

So, I reached out to her, and I was like, "Hey, Monique, I am getting a massive amount of traffic to this blog post. Do you think we could do something together?"

 

And that's when she told me. She's like, "Oh my gosh, Natalie, the peeing your pants stuff doesn't have to happen! Just 'cause it's common, and happens to so many women it doesn't mean that it's normal or healthy. It can be improved."

 

And I was really skeptical again at first. I was like, "Yeah, right!" I was like, "Yeah, I've had two 10-pound babies." I got kind of defensive.

 

Stephen - Your kids were 10 pounds?

 

Natalie - Yeah, both of 'em. Isn't that crazy?

 

Stephen - Oh my gosh. Our first two were five and a half.

 

Natalie - Oh, wow.

 

Stephen - We have little kids.

 

Natalie - Yeah, and I had 'em at home too, with midwives, yeah.

 

Stephen - Oh my gosh.

 

Natalie - It was crazy. So crazy.

 

Stephen - Amazing.

 

Natalie - So, long story short, last year, it was November of last year,  I talked to her. It was that first conversation. And it's funny, 'cause we have the Facebook messages still with the date.

 

And I said, "Hey, do you think we can write a program helping women?"

 

Because she put me through a program, and it totally worked.  I knew that if I'm struggling with this, other women must be too.  

 

We started talking about it on Thanksgiving. We began writing it at Christmas. We launched on January 31st.

 

It was like, a month, a month, a month.

 

Stephen - Yeah.

 

Natalie - And we launched it through ClickFunnels, and within four months, we'd sold a million dollars of this $37 ebook.

 

Stephen - Do the math on that, people.

 

Natalie - Yeah.

 

Stephen - How many people? That's crazy.

 

Natalie - Yeah, it was really crazy. We don't sell the physical version, but this is the physical version, and it's just an ebook. I mean, there's nothing super fancy about it. It's kind of text, parts of it are kind of textbooky.

 

Stephen - Yeah.

 

Natalie - I partnered with the doctor to write that. I'm glad I did because she has the credibility, and I have the connection, so it's kind of like a one-two punch.

 

Stephen - I love that, yeah.

 

Natalie - I don't think I could have created that program 100% on my own, because when you're talking about the body and anatomy - there are so many things that I wasn't qualified to talk about, but anyways.

 

So then, it was this whirlwind of like, "Holy crap." Before this, it was just me in front of my computer answering emails.

 

Then all of a sudden, it's like, "whoa," we have this big company and this big machine, and I need to learn how to hire people and scale and be a CEO of a company instead of just like, a little solopreneur.

 

Last year was a real whirlwind of a year. I had to learn how to be tough with business. I had to learn the value and the importance of contracts and of not let people take advantage of you.

 

I had to grow and scale - and create value. I mean, just everything was...

 

Conceptually, I knew what I needed to do, but applying it was kind of a whirlwind.

 

I still feel like we're still... we'll always be working on our businesses, but...

 

So, that was the world's longest answer to "How you got started," but that's how I got involved in the ClickFunnels community.

 

The one thing I will say is; if anybody is watching this and is skeptical, "I understand," 'cause I felt the exact same way.

 

But if you just do what Stephen teaches, what Russell teaches it works. It really, really works! It's not scammy.

 

If you have a good product and a good message to give to the world, follow the system and don't try to change it, and it will work. That's all I did.

 

I didn't do anything fancy, other than I came up with the idea and the program...  I just did what you guys say to do, and it worked.

 

Stephen - That's so cool. That's so awesome.

 

Natalie - Yeah.

 

Stephen - That's so awesome. Yeah, sometimes people look at it. I had a buddy who looked at it once, and he's like, "That looks like it's scammy," - you know, the same kind of thing. I'm like, "Ah, no, we actually end up delivering more value than if you don't do it this way."

 

Natalie - Yes, 100% agreed.

 

Stephen - Fascinating.

 

Natalie - Yeah.

 

Stephen - You gave a speech at Funnel Hacking Live which was incredible.  I was so excited. I think we were sitting in the front row, or something like that, I was pumped.

 

I was like, "Yeah, Natalie's next!" You gave a speech about vulnerability. And you talked about some of the ways you build in vulnerability - and this isn't a weakness.

 

Natalie - Yeah.

 

Stephen - Right, but how do you find the strength to be vulnerable?

 

I guess, first of all, can you tell us what it means to be vulnerable?

 

You're such an... I don't know if you wanna call it vulnerability secrets, vulnerability expert, or hacks? Whatever, like, but you're really good at doing this in a way that doesn't come across, you know...

 

It seems like most people are like, "I'm not gonna be vulnerable 'cause it means I'm weak."

 

Natalie - No, it's not.  I get that, 'cause I felt that way for a long, long time.

 

So first off, I think a lot of times, especially if you're talking to guys, they will hear the word vulnerable, and they'll be like, "I'm a man. I am not vulnerable," right? And I get that.

 

So, another way of saying "be vulnerable" is just "be real," right?

 

Look at Russell. He shares the ups and the downs, and because he shares the downs, you wanna champion and root for him on the ups.

 

If somebody only shares the good times, then you don't connect as much.

 

It's almost like we naturally, as humans, have a tendency to...

 

If you think somebody is only always doing good, it's harder to wanna cheer for them and root for them, you know?

 

Stephen - "Yeah, the cards are always in that guy's favor... are you kidding?"

 

Natalie - Yeah, exactly. And so, you know, when it comes to being vulnerable, it's not about crying all the time, and it's not even about being vulnerable all the time.

 

If you look at my content, 80 to 90% of it is just really good quality content, and then occasionally, I'll add some real honest truth or raw moments into what I share. And what it does is it brings, this isn't my phrase... it from an author named Brene Brown, her books changed my life.

 

*Natalie looks for books* I don't have them here, but "Daring Greatly" and "Rising Strong" literally, personally and professionally, changed my life.

 

Brenee is a shame and vulnerability researcher. She teaches that vulnerability is the ultimate human connector because vulnerability and shame cannot survive together.

 

And so the more vulnerable you are, the less shame can survive, and the less power that story has over you.

 

And so, you know, we all have moments that we feel embarrassed to talk about, or we think that people will judge us, or we feel ashamed, and what's crazy.

 

I've found that the more you talk about the hard stuff:

 

#1: The less shame you feel talking about it, and you start to feel more comfortable with it

 

#2: People start to open up to you and say, "oh my gosh, me too. I didn't think anybody experienced that."

 

And so what happens is it creates a different level of trust with your audience.

 

However, there's a fine line between being vulnerable to get sales and actually being vulnerable, right? That's kind of hard to teach. And so, you know, I didn't start this off saying, "I'm gonna be vulnerable so I can build a big audience and make all this money."

 

I genuinely have a heart to help people, and selfishly, it helped me along the way, too, because it made me feel less insecure about these things.

 

People always say, "Okay I get it in theory, it makes sense to be vulnerable, but how do you actually do that without coming across as that crazy person on Facebook that puts all their drama there?"

 

Stephen - Always crying, the person like, "Oh, crap, unfollow."

 

Natalie - Yeah, and you're just like, Where's the popcorn. Let's watch their drama unfold." And so I kind of have this four-step system that I didn't mean to create. It's just how I naturally write, but it works really well.

 

The first thing that I do is #1, remember that you don't always have to share your vulnerable moments in the moment.

 

Stephen - Yeah.

 

Natalie - So, if you haven't worked through something and you're still feeling very fragile about it - it's okay to wait to share. Because, I've made that mistake before.

 

If you get criticism back and you haven't really worked through it yet, that criticism can be shattering to your confidence.

 

And so, one of the tricks that I have...

 

For a long time, I struggled, 'cause when you're going through the vulnerable stage when you're really sad or excited or happy or embarrassed or feeling ashamed when you're in the moment, the feelings feel very real...

 

But sometimes it's hard to sit in front of your computer later and remember the real emotion that you felt during that moment.

 

So one of the things that I do now, a trick that I have, is I'll pull out my phone and pull up the notes section when I'm in that moment feeling, you know, small or hurt or scared or whatever the feeling is, right? It can be good or bad.

 

And I'll just shorthand write out the raw feelings. Not like full paragraphs, but, now I have this big catalog of feelings, so if I want to tell a story that relates to this, that relates to body image, or that relates to whatever,  I have all these raw emotions to draw on.

 

I'm not faking vulnerability. It's my real stuff.  It's my real moments that I can draw from and turn into actual stories.

 

Another tip: A little family joke is that I'm really bad at analogies, and my family calls them "Natalogies" because a lot of times, like, you know...

 

The whole crux of expert secrets, is you have to be able to do epiphany bridges and analogies. And my analogies do not make sense half of the time.

 

I'll say them, and people are like, "that didn't make sense?" I'm just not good at them.

 

I hope someday, I can learn to be better at analogies. So what I try to do instead is just pull on these stories that I have - and kind of weave it together instead - 'cause my "it's kind of likes" never actually make sense.

 

So that's like my trick, you know how Russell talks about in the soap opera sequences, to start with the drama - to start with the most dramatic point, and then you tell the back story...

 

In my posts, a lot of times, I do that.

 

I start with like the hurt, the pain. Whatever you're feeling, the run moment, start with that, 'cause then people will automatically be like, "Whoa. She's talking about something nobody talks about."

 

And then what I do is I, and this is just my style. Everybody will find their own style.

 

But my step number two is to show myself some grace. Remind myself "perfectly imperfect, it's okay," or,  just show yourself some grace, and in some words, type that out.

 

Then the third step is to try to remind myself of a time when this has happened before and I worked through it -  or when somebody else has gone through something like this and worked through it.

 

Stephen - Right.

 

Natalie - And then the fourth step is; I always finish up on a positive note.

 

So like, either how I worked through it - if this is a past experience, or if I don't know how to work through it, I share what my plan is to try to work through it, even if you fail trying, right?

 

So what it does is it puts people, like, when you're, when you start with the raw stuff, it makes people feel like, “whoa, like, that could be me, because I've felt that exact same way.”

 

And then you're giving yourself grace, and you're teaching other people how to show, how to give themselves grace if they're in the same shoes, and then when you talk about how you work through it.

 

It's like, somebody else could look at you, look at your situation and say, “Whoa, I'm in that situation too, and if she can work through it, I probably can, too.”

 

And so, I think that's why a lot of my content has gone really viral, is because I make it relatable by sharing, it's not fake. I mean, they're the real moments, and then I come up with like a positive, and it's not.

 

Stephen - End with hope at the end.

 

Natalie - It ends with hope, yeah, but it's not like, talking down to somebody.

 

It's not like, you have to do x, y, and z, or I'm so perfect on my high horse here.

 

It's more like, we're in this together. We're all in the arena, and we've all fallen down. Let's dust off our knees, and this is how I'm gonna try to stand up. I might get knocked back again, but like, this is what I'm trying.

 

I don't know if that makes sense at all, but I think that's why... there's an underlying subtleness of talking down to somebody or being on the same playing field and championing everybody to come up together.

 

I don't know if I have the language to always describe how I do it, but that's kind of the feeling behind it.

 

I have written and deleted and written and deleted, 'cause I'm like,“This feels like I know everything,” or you know, I'm like talking down, and I never want that to come across that way.

 

Stephen - Right. Absolutely, and you know, you know what it reminded me of is so like, you know, we always tell people, like, start publishing before you have a big following.

 

Natalie - Mmhmm.

 

Stephen - So that you can bring them with you and you become the expert in front of them.

 

Natalie - Exactly.

 

Stephen - Rather than become an expert and then start publishing, 'cause it's so less believable.

 

You've done the same thing with the vulnerability, which is fascinating. Like, yes, start it. Don't be afraid to talk about the low moments, not that it always needs to be low, and it probably shouldn't always be, but you know...

 

Natalie - Totally.

 

Stephen - But being open about what's actually going on and doing it in front of 'em rises everyone together. That's fascinating.

 

Natalie - Well, and what's crazy is that it never gets... well, it's always a process, right?

 

So, what's weird is that eight years ago, for me to talk about the body image stuff, it was so hard for me, 'cause that's where I was. I was in that phase of my life where I was really struggling with that, right?

 

And so, I did the work, and I went through the process unintentionally.

 

I didn't know I was doing the work at the time. I was just being vulnerable. I was sharing.

 

So what's cool is that, fast forward to now, I don't really have all of those body image insecurities that I had then, and I think it's honestly because I was willing to talk about it in the moment.

 

Now, fast forward to today, and the issues that I'm struggling with are different.

 

I'm a different person than I was eight years ago, right?

 

So when I built my audience with talking about the body image stuff, now, it's like, "okay, I don't feel like I have to talk about that as much, 'cause I've not grown past it," - that's not the right word, but  it's not my main focus anymore. And now it's...

 

Like, okay, you know, I went through a divorce, and I haven't really talked about that very much publicly.

 

But now it's like, "Okay, now I'm sitting in this moment where  I'm at a crossroads." Am I gonna do what has worked for me in the past and be vulnerable and open up and share these things that feel uncomfortable to me again, right?

 

It's not the body image stuff anymore. Now it's personal development and relationships and the struggles that I've had with my business.

 

Like, it's always changing.

 

So vulnerability is never like, you just learn how to be vulnerable and you've got it. Like, it's always easy.

 

It is easier for me to be vulnerable on the body image stuff, but now it's shifted to "how can I grow?"

 

And the only hope I have is that I know that it worked with the body stuff.

So  I'm hoping that five years down the road, I can look back and say, "Okay, I was scared to be vulnerable.  I was scared to talk about these things, but it got me into this confident, comfortable zone because I shared."

 

Stephen - No, totally, totally. Like, I went through a lot of the exact same, you know, it's funny because I feel like it's the emotion that binds people.

 

While I haven't gone through a divorce, there are other times where I felt really vulnerable as well. And so whilst that person may not have gone through a divorce, if we didn't have the same experiences, we did have the same emotions, and being able to expose the emotion, I feel like, is what binds people. I think it's interesting what you said.

 

Anyway, quirks, the little quirks that you have or the little vulnerabilities you have, that's your superpower. That's the reason people follow you. They don't follow you because of pure perfection 24/7. That actually annoys people after a while. But you actually get personal healing along the way. Like that's so, that's so amazing.

 

Could you tell us a little bit... I mean, this is Sales Funnel Radio, and you're talking about your sales funnel. Like, what does this have to do with sales funnels? Why does it matter? 'Cause it totally does, but just for everyone else, you know.

 

Natalie - Well, it 100% matters because the thing that I've learned is although I'm not the best trainer in the world. Like, I will be the first to admit that. Yes, I'm a personal trainer, but like, people don't buy my programs because....

 

I mean there are probably people that can talk science better than I can. I stumble over my words. I have mild dyslexia, and I mix up scientific terms all the time. But the reason people follow me and the reason people buy my programs, the reason we were able to sell so many of this book, is because of the connection.

 

I owned a company called Dollar Workout Club a couple of years ago, and we would film our workouts, and we never cut the cameras. And we would always be joking and be like, "guys, if you're at home you can relate to the doorbell ringing or whatever, right?" And it was very relatable.

 

Stephen - Yeah.

 

Natalie - Well, in one of the workouts, I happened to be wearing gray shorts, and Drew, the only guy, the other trainer, wrote the workout, and it was all jumping exercises, right?

 

So, we're doing the jumping, and I'm like, "Oh, crap." I could tell I was like, peeing my pants a little bit, right?

 

It was so embarrassing.  I'm wearing gray shorts and you can see this little tiny spot, then by the end, my whole butt was just... it was so gross. It's just covered in pee. At the end, I'm trying to stretch and turn sideways so you can't see.

 

Anyways, I could have never shared that, and I didn't for a while. I was really embarrassed about it. But we have that footage. So then when I went to go create this program, I could take screenshots from that video. I could take the actual video and put it in my funnel.

 

So what happened is people were like, "Whoa, this woman actually peed her pants." Like, this is embarrassing. I mean, truth be told, this program almost didn't come out, 'cause I had to have a heart-to-heart with myself really, and say, "okay, Natalie, are you willing to tell the whole world that you used to pee your pants," you know?

 

Stephen - Yeah.

 

Natalie - But what happens is then you can put those real stories in your funnel. You can put the photos. And it's kind of like instead of social proof this is your real story and your real-life proof.

 

"Whoa, this woman understands me and this woman gets me." Because the truth is that real change, like, I can give you the best meal plan and the best workout program in the whole world, but it's not gonna have a lasting, long-term effect until you make that internal change and have that belief in yourself.

 

I feel like that is my gift, is helping people see their value and their power. And so, you know...

 

Stephen - People kind of have an identity shift with the vulnerability that you have, almost. That's fascinating.

 

Natalie - 100%. And so that's the psychology behind it.  I think that when you are willing to be real vulnerable, not fake vulnerable... If you're willing to be real vulnerable, people can relate to that. And once people relate to it, they begin to trust you, and then once they trust you, they'll buy from you.

 

My biggest fear is that when people listen to me talk about this, they're gonna be like, "Oh, I see dollar signs. I'm just gonna like, figure out how I can be vulnerable." But the truth is, people are smart. Your customers are smart, and they will smell out fake vulnerability.

 

Stephen - Right.

 

Natalie - And so.

 

Stephen - Yeah.

 

Natalie - The biggest thing... If you're sitting there and you're thinking, "There's no way I could ever talk about this," then you're on the right path. That's how you know it's real vulnerability.

 

If you seriously feel nervous to share it and talk about it, and you think: “Everybody will think I'm a fraud. Everybody will think I'm a bad parent." Everybody will think I'm a bad husband or wife. Nobody's gonna find me attractive."

 

All of these things, these stories that we tell ourselves that you feel if you start talking about, people are gonna think you're terrible... Guess what? That's the real good stuff that you need to be talking about and sharing if you wanna create real connection and live a wholehearted life.

 

Stephen - Totally believe that yeah. 'Cause I struggled. Anyway, when you got up, and you were speaking about that on stage, I was like, "Man, I know, I feel ya, holy crap."

 

I had like, zero confidence. So rather than choose not to be active and do this game, I just called out my fear publicly, and that became a theme for a little bit.

 

It was like, "Look, guys, I don't really wanna be doing this, although I got something cool to show you, all right?"

 

And for a while, that was the theme of it. And then as I grew up and healed, (I like how you said that) I passed certain things in front of the audience.

 

Then it was like, "Whoa, I've gotta wait for this new episode," or "what's he doing now?" And it was crazy, crazy. That was worth more than me putting hundreds of episodes out of just the best content ever.

 

Natalie - Yeah.

 

Stephen - It was crazy, crazy what that did.

 

So, what would you say is, like...

 

So you tell people, go ahead and start recording down things that are going on in the moment. Don't feel the pressure to go ahead and say it in the moment, which I totally agree with. I don't know if I can handle that.

 

Natalie - Well, and it can be whatever platform you like the most, right? Mine happened to be Facebook, but some people are better at YouTube, or some people are better at podcasting or Instagram.

 

There's not one that's better or worse. Just find what feels the easiest for you and start there.

 

Stephen - Yeah.

 

Natalie - I will say too...

 

So, one of the downsides of being vulnerable is, and I don't let this scare you from being vulnerable, but it does happen. It still happens to me.

 

So when you're open and transparent about your life, for some reason, and I get it. We're that way with celebrities, right?

 

You're like, "I wanna know why they broke up." And both sides of the story; people feel like they know every aspect of your life. And I do share a lot, but I don't share everything.

 

And so what can happen is that you get harsh people on the internet. And we all get that anyways. Even just last night.

 

I get mean from people messages every day pretty much.

 

Luckily, I have my team now to kind of shield me from it, just 'cause it's like silly.

 

Stephen - I have to do the same, yeah.

 

Natalie - Yeah, just 'cause it's hard for me to continue to be vulnerable if I'm always reading the negative messages.

 

Stephen - Yeah, I'm the same.

 

Natalie - But one woman was like, "You are so different from how you used to be. You used to share your progress photos, and now you just talk about your life."

 

The truth is, we all change and grow as people, right? And so for me, posting an ab selfie now, I don't get validation or fulfillment. I don't need that like I did six years ago. So, yeah, if you look at my feed, I don't post as much like, like, body image stuff, because I'm kind of like in a different space.

 

And so what will happen is that as you're transparently sharing what you're focused on in your life, sometimes, you will get people that you don't attract anymore.

 

Like, they're still in a different area, and they want to follow people that are in that area, and that's okay.

 

What I've had to learn is that the number-one thing when you get mean people on the internet, and it took me a long time to figure this out, is that it's so much more about them and what they're personally struggling with than it is about you, you know?

 

Stephen - Yeah.

 

Natalie - Okay, so, for example, my peach tree. So we had a big wind storm. I'm sure you saw it 'cause we live in the same town.

 

So, this tree that I've nurtured for two years, finally had some fruit coming off of it, well the storm completely broke the tree, and I was really sad. I posted about it on my Insta Story, and she wrote back, and she was calling me all these mean names, and she's like, "To think that your biggest worry right now is that your peach tree died. My mom just died, and my brother is sick."  

 

And I realize she's hurting because of that, and she's lashing out at me, right?

 

So it's a reflection of her. It's not a reflection of me. And so that was the hardest thing I had to learn, being open and vulnerable in the online space, is that you will get critics.

 

I always say it's like the people in the peanut gallery out there who aren't, like...

 

I'll listen to criticism from people who are in the arena with me, right, people who are battling and fighting and trying and working hard, but if it's just a critic out in the peanut gallery that isn't there fighting along with me, then their opinion doesn't matter.

 

It's probably more about them than me.

 

Stephen - You're better than I am, then. There are times I just, I don't know.

 

Natalie - Well, I did block her.

 

Stephen - I like to fight with 'em sometimes. And I shouldn't, and I'm growing past that, and there's me being vulnerable. I like to stir the pot sometimes when it's already brewing.

 

Natalie - You should talk about that, Stephen. So you should talk about it-  not just like the fun, "I said this, and he said that" but the real issues, "why did that trigger you?" And what's the story behind that insecurity?

 

Those are the things that people love. Not just the story, but going deeper into the feeling or the "why" behind it - you know?

 

Stephen - Yeah.

 

Natalie - I don't know.

 

Stephen - I told you, yeah, some of it's going on right now still with some other people. Like, it comes in waves. I don't know if that happens for you too.

 

Natalie - Yes.

 

Stephen - It's like the criticism goes down, whoa, and then it goes away, and you're like, everything rocks, and then you try something big again, and everyone's like, "whoa!" Not everyone, but there's like, anyway, the talking heads, as I call them, come on out. It's the armchair quarterbacks.

 

Natalie - Uh-huh, 100%.

 

Stephen - Yeah, I told you, and I've been planning on doing that. Funny you say that. I just haven't quite formulated how to do it yet, so.

 

Natalie - Yeah.

 

Stephen - It's top of mind.

 

I wanna thank you for being on here with everyone, and guys, Sales Funnel Radio, we're talking about vulnerability.

 

This is everything, especially if you are the attractive character in your own business - which I hope that you are, and you choose to be.

 

This is not a tiny subject. It's something that you will not have the choice to go around. You will address it whether it's through haters or your own personal growth. You're gonna get it.

 

So, please, please go follow Natalie. Natalie, where should people go to follow you?

 

Natalie - My website is nataliehodson.com, or Facebook is Natalie Hodson Official. Instagram is nataliehodson1

 

Stephen - Cool.

 

Natalie - If anybody has any questions, you know, you can leave 'em, and I'll keep checking 'em. I'll answer them and stuff.

 

The books that I talked about are Brene Brown's Daring Greatly and Rising Strong.  I think they're books every single human being on this planet should listen to.

 

I call the books magic, 'cause I've listened to them probably six times now, and every time, I need to hear a different piece. I gain something different from them every time, you know? They're good books.

 

Stephen - I wrote it down. I'm excited. I'm gonna go get them right after this.

 

Natalie - Cool.

 

Stephen - That's awesome. Everyone, guys, thank you so much.

 

Please reach out to Natalie and say thank you and go follow her, and watch her practice what she preaches on this stuff. It's fantastic and amazing - and that lets her audience open up as well.

 

So Natalie, thank you so much for being on, and it's been a pleasure.

 

Natalie - Yeah, you're so welcome.

 

Stephen - Woohoo, hey, thanks for listening.

 

Hey, many don't know that I actually made my first money online as an affiliate marketer.

 

If you wanna know how I funded my entire company without using any of my own money ever, you can learn to do the same for free at affiliateoutrage.com.

Boom. What's going on everyone, this is Steve Larsen. This is Sales Funnel Radio - and today we are going to talk about JCPenney.

 

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.

 

Okay, first off this is probably one of my favorite case studies ever that I've read. This is from a Harvard one that I read, and it's really, really fascinating stuff.

 

First of all, I would not consider myself a clothing connoisseur. But this is a very fascinating case study.

 

I am not gonna be able to say dates or even names correctly, it's the lesson though.

I remember when I read this the first time, I was sitting in a very tiny room, listening to 400 words a minute, reading through and going through…

 

I was like, oh my gosh, this is a great lesson, right. And it completely applies to everything that's going on here. So here's the story…

 

The story goes that the guy who... You know when Apple first started making their Genius Bar in the Apple Stores, right.

 

There was a guy, right, that went through and he started thinking through this amazing Genius Bar and this amazing experience when you walk in and the design of it, the layout, the look of it, right.

 

When you walk into an Apple Store, you know you're in an Apple Store, right?

 

And, again, I can't remember his name, so if anyone remembers, awesome. I don't right now off the top of my head. But the guy, what he did is he went and created this Genius Bar and he created this awesome feel when you walk in there. It's very premium feel when you walk in.

 

The Apple Store was launched, right, very small, and then they started replicating, replicating just, and blast them all over the place when they got the base test correct, right. Well, they started thinking to themselves, so why don't I keep building this out and put this around other areas.

Other department stores started seeing what Apple is doing. It's about this time JCPenney came along and said, Hey what's up guy, do you wanna leave Apple, come on over here and design our stores instead?

 

And so he left designing these Apple Stores, with the Genius Bars and that premium feel when you walk in, he left doing that and what he did instead was he came and he started doing designing and doing very similar for JCPenney.

 

He moved into the JCPenney and he gutted tons and tons of stuff inside of there. Gutted it.

 

He got rid of this and that - the normal shirt racks and the rings, things like that. I mean he got rid of, it literally looked like an Apple Store but with JCPenney clothing inside of it:

 

#1: He completely redesigned the entire feel

 

#2: He got rid of mailers

 

He started saying things like, “Hey look, people know that we mark this up and then when they come in with a coupon they're actually buying it at the normal price it was anyways. Well instead, we know that customers are smart. We know the customers are smart. Why don't we just not do that?

And instead of, right, let's say they get a shirt in, and it's 40 bucks they mark it up to, I don't know, 60, 70 dollars and then send out a coupon that brings it back down to 40 bucks, right.”

That's like the classic Kohl's model; that's why there's always a deal going on, always clearance right now - there's always this going on.

That's how they run all those department stores.

 

So instead of sending mailers - they didn't send anything. He started telling the customers, and his message to the market was, “Look, customers, we know, you know what's going on. We know that you know that these mailers we send out are not really an extra 50% off, or 40% off or 30% off.”

 

What, oh my gosh! Right.

 

All they did was they marked it up like crazy - so then it seems like this huge discount.

 

It's kinda like, my favorite thing, I went and I just grabbed a quick pair of like, swim shorts at Kohl's the other day and they're like, “You saved $97!” when I go and check out.

 

They don't tell you how much you spent, they tell you how much you saved.

 

That's very clever and I'm starting to do that in some of my sales funnels; right on the thank you page, “You saved blank, blank, blank” - instead of you spent this much.

 

Like you still say that, but the message is, “You saved this, this, this.”

And I was looking at them kinda funny. I'm like “I bought a pair of socks and a shirt, you're telling me I saved $147 today?” And I always kinda look at them and smile, and they know and they're like, “Thank you. Congratulations.” But it's the psychology behind what they're doing, right?

 

Anyways, so this guy said, “Hey we're not gonna do that, we're not gonna send out these mailers.” Instead, if a shirt is $20 we're not gonna say it's $19.97 - we’ll just say it's 20 bucks.  We're not gonna mark it up and then give you a coupon. We know you're a smart customer.

 

A very interesting thing happened…

 

Their stock price dropped, it like, I think it was uh, like a full fourth. I mean they lost so much value - it may even have been more that. It dropped a gigantic level in a matter of two months - I mean really really fast.

 

All their foot traffic stopped in the stores, no one showed up anymore…

There was no reason to show up, right?

 

Eventually, they ended up getting rid of the apple guy, getting back their old model. And then suddenly, you know, it's no longer that tight. JCPenney lived and moved on.

 

What's the lesson there? Guys, even if people know…

 

Okay, we do this thing when we do webinars called the stack. The stack in the webinar is beautiful, it's amazing, it's brilliant, it’s incredible. The stack is a way to structure your offers and then present the offers.

 

However, it can feel a little bit weird to the person who's doing it, right? Cause you're like, “First, you get this…” This is totally like an infomercial. This is why they do it, this is called the stack. It's inside an infomercial, right?

 

First, you're gonna get this, and that's valued at this price, but wait, if you act now I'm gonna give you two for the price of one. But wait, if you act now we're actually gonna give you a third for absolutely free, but wait, if you act now we'll give you this, and this, and this, and this, and this - that's a total value of blank

 

And they stack this value up and then do a massive price drop. People know what they're doing, right? You know what they're doing, right?

 

Go open up your mailbox next time the mail comes in, I guarantee there's some kind of mailer in there. And you know what people are doing, right? But buyers love the game!

 

It doesn't mean you don't play the game just because like, “Oh they're gonna know what I'm doing.”  Great, good, then they know that you're asking for their money soon, right?

 

It's pretty common, especially for a funnel builder, to be like, “Well, I don't know if I want to put like the whole like price slash thing. I don't know if I wanna put like a countdown clock, I don't know if I wanna put like.... You know, all these little scarcity urgency things..”

 

All these little scarcity urgency things we used to get someone to push over the edge, they're there for a reason! Don't feel awkward about it. Don't feel weird about it. People want an excuse to act now.

 

The coupon mailers that go out - that’s a reason for people to get off of their butt and buy now.

 

Could they buy the same shirt probably the next day for the same amount of money? Yes. But the mailer is the lever that you have, right?

 

It's the ad. It's the scarcity and urgency, specifically that gets them to get off of their butt and take action immediately rather than wait.

 

If they wanna buy, give them a reason to now.

 

That's why I love this case study so much. JCPenney literally took away the deal. It took away the endorphin rush that I'm going to get knowing that I saved $147 today on socks from Kohls.

 

I did not save $140, I spent $20. But it's the way that you say it that makes it an offer. And you can do that with your copy, not just what you're selling. You can do that with your scarcity and your urgency.

 

This is a huge lesson. Let people play the game. Buying is a game.

 

What's funny is, if you look at the sales process psychology from beginning to end, there's a game that gets played inside of there.

 

There's an endorphin rush that happens that people get to feel when they purchase. It's an actual endorphin rush. They want to feel it. Let them feel it.

 

When you take away the deal, they don't feel it. And even though they've got the same product, they are less satisfied with it. Does that make sense?

 

You can give the exact same product away and not play some of these games… Not play some of these scarcity and urgency moves. Not give them a reason to act now. And you will literally kill the fun of them purchasing. They know. They're still buying, they're still responsible purchasers (most of the time, right?)

 

What you want to do is find ways to get - so that's my challenge, that's literally the entire point of this entire episode....

 

This might be a little bit short. But that's the whole point of the episode, okay? Figure out what it is people want to purchase.

 

There's this weird thing that happens, guys…

 

Anything that I sell, the 80/20 rule always applies. 20 percent of my people are going to run forward after they purchase. Which is true for any product.

 

When I was doing Two Comma Club coaching for Clickfunnels, a year ago, I still am, but a year ago I started looking at the numbers.

 

There were several hundred people who were inside the course, and when I looked at how many people were actually active, it was literally 20 percent.

 

The other people who were in the course would still get what they needed, the 20% were just the hardcore people who stuck. You know, the hardcore believers that were with me like crazy. They're the true believers. They were about 20 percent.

 

It's the exact same rule when you're actually selling this stuff. If you think through the actual buyer psychology; they want to feel the warm fuzzies of them purchasing.

 

I did an episode about this a little bit ago, about the pre-purchase. This is one of the easiest ways to have a pre-purchase. Don't take away the deal. Don't take away the warm fuzzies. Don't take away the fun of buying, right?

 

People want to purchase. When you show something cool, they already want to buy.  People want to buy. They want to buy things. There's a consumption instinct. (There’s a great book called the consuming instinct.)

 

We want to consume things. And that's not a bad thing. But sometimes you, the entrepreneur, get in the way with your own emotions of what you feel awkward over. Don't do that!

 

If something is proven to help you sell a product, then you stay the course and use it to sell the product - as long as it's ethical and moral. I think that goes without saying, but maybe it doesn't, so let me go ahead and just say it. As long as it's ethical and moral, okay?

 

So, figure out what those mechanisms are.

 

One of the easiest ways for you to go ahead and do that is to start looking at what other products your customers are buying to get the same solution.

 

Like if they wanna get money, and let's say they buy your product here and they buy someone else's and buy somebody else's and buy somebody else's.

 

Go look at not just like the funnel, but also what scarcity and urgency, what thrills of purchase thay have laced into their product.

 

There's a thrill of purchase. Give them the thrill of purchasing.

That’s exactly what JCPenney lost when they brought that other guy in.

 

They're sending all these mailers out to all these women who wanted to buy, then they took away the thrill of purchase because they didn't save.

 

My mom's awesome, but she would spend tons of time clipping coupons. She would go gather coupons from all over the place.

 

She would end up getting money from the store and two carts of groceries for free. It's like crazy, right? Amazing. But mentality it’s very different... so to take away part the thrill of the savings…

 

It's kind of like when you go on a vacation, right? I said this a few episodes ago, the vacation itself has been shown to have the same amount of fun and excitement, as the expectation leading up to the vacation.

 

When you see a movie preview come out six months in advance and you put the time on the calendar. You get the babysitter set up, you're planning everything so that you go, that's the exact same thing.

 

It's the reason you open carts and close carts. It's the reason you do scarcity and urgency. It's the reason you have a countdown clock. It's the reason you do price slashes and price drops - little things like that.

 

Does the customer know what you're doing? 99 percent of the time, the answer is yes, but that does not mean you don't do it?

 

The customer wants to play the game. It is a courtship, it is a dance that they're playing with you.

 

And when you look at it that way, it is a lot of fun.

 

So anyways, that is the whole point of this episode… Keep the fun, keep the thrill of purchasing for your customers.

 

Make sure you've got these little things laced inside there, so they like to buy. Make it so it's easy for them to buy. Make it so it's fun.

 

One of the easiest ways, have success paths. Little cultural things.

 

We have a product we just launched called My Funnel Stache, as in a mustache. My Funnel Stache is ALL the top end funnels that I built while at Clickfunnels for Russell and his clients.

 

I rebuilt them in front of a live audience and you could buy them and use them. So like the top of the top, the freakin' awesome, okay? But with My Funnel Stache, I send out they're Clickfunnels sunglasses - one lens is red, one lens is blue - they're 3D glasses, but they look like the Clickfunnels colors.

 

Then I send you out a Clickfunnels mustache, it's not Clickfunnels, but it's a fake adhesive mustache. Why? Because it's fun. That's the only reason. It builds CULTure - it's the thrill of the purchase that we're lacing inside there.

 

We got another cool little few tools we've been using lately.

 

When somebody goes in and they buy from me, I'll just flip my phone open and send them a video real fast and say thank you to them personally with their name. “Hey, what's up, thanks so much,” and I'll crack stupid jokes. I don't care if they're stupid.

 

That's not the point. I'm keeping the thrill of the purchase laced inside of the buying process.

 

Don't be boring to buy from - don't be boring in general ;-) - but don't be boring in the actual order process.

 

Anyway, there's a lot of tiny little things we've been doing like that lately. It’s even laced inside of my copy:

 

“All right, if you don't get this now, are you ever going to be successful doing this stuff? Absolutely not!”

 

I'll say things like that just as a joke, and they know that. I’m lacing in my personality. I’m lacing in scarcity and urgency. The courtship of the purchasing experience is so important.

 

Don't take away the fuel from their sales. They already wanna buy from you - just give them reasons to do it now.

 

So that's what I've got for you guys today. Remember the JCPenney rule, and the time you go get your mail from your mailbox, and you're leafing through your crap and you're like, “that's junk, that's real, that's junk, that's real,” I guarantee you guys all do that - so do I. But I like to read them...

 

Every once in a while you get one of those coupons, and you're like, “Sweet. You know what, we should go do this.” What did they give you? Their numbers work at the discounted rate - they just marked it up most of the time to get you in.

 

They gave you a reason to act now - that's a close.

 

Coupons are a close. It's not even marketing anymore, we're in the sales, especially the close area. They're closing you, “Come on in,” let's get that foot traffic up and rocking.

 

So anyway, keep the thrill of the purchase going.

 

Hope you guys enjoyed this episode. If you guys liked it, please rate and review in iTunes and share it. I have a lot of fun making these for you guys.

 

If you guys want to check out My Funnel Stache, literally go to myfunnelstache.com and you can watch how I built that whole thing and the marketing behind it.

 

I built the funnel live in front of an audience, built the marketing itself, designed the funnel. Built the script live in front of the audience. The entire thing was really fun.

 

It includes the application funnels, webinar funnels, event funnels, e-com funnels, supplement funnels, B2B - all the top ones that are built out of Clickfunnels. These aren't your grandma's funnels - these are awesome funnels. That's my Funnel Stash.

 

I decided it would be cool if it was “stache,” so we got 500 fake mustaches right behind the camera right now, and we're shipping them out!

 

All right guys, thanks so much, and talk to you later. Bye.

 

Boom! Just try to tell me you didn't like that!

 

Hey, whoever controls content controls the game. Want to interview me or get interviewed yourself? Grab a time now at SteveJLarsen.com!

Boom, what's up, it's Steve Larsen. This is Sales Funnel Radio, and today we're gonna talk about how to sell other people's products that you do not control. (Stephen is wearing a chicken suit)

 

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.

 

All right, that was a little weird, and it was crazy hot. So anyways, I was gonna wear it for the entire episode, but I'm gonna take it off.

 

Hey, so what's with the chicken suit?

 

A little while ago Dana Derricks, if you do not know who he is, he is a copywriting master, he's a complete rockstar! Dana was brought in by Russell to help figure out other ways to sell Clickfunnels based on the different audiences that they had.

 

Think about how cool that is! Okay, let me just go full circle...

 

When he showed up, he gave me that chicken suit I ended up riding it home on my motorcycle. If you want to watch, it's on Funnel Hacker TV -  it's pretty funny. That thing is hot though!

 

Anyway, think about what Dana Derricks had to do? I digress, we're back to this "serious marketing" - you guys know me ;-)

 

Okay, let’s think about what Dana Derricks had to do. He had to come in, and he had to figure out how to sell a product that was not his, okay?

 

Now, why does this matter?  It matters if you're in affiliate marketing, it matters in general...

 

I really believe that you gotta be amazing at doing this as a whole - because if you can figure out how your competitors are selling their products, and figure out how you would sell their product better, you're already gonna get more customers than they have.

 

So follow me here for a second, okay?

 

I have had the incredible honor of being asked by Clickfunnels, by Russell, by Dave Woodward, to come in and do the Funnel Builder Secrets webinar.

 

If you guys know the 90 minute $3 million session that Russell did, it was with the Funnel Builder Secrets webinar, and they've asked me to come in and be the pitch guy for it now - which is really, really exciting.

 

I think I'm safe to announce that? They were puttin' it out on the affiliate group for Clickfunnels a bit ago, so I think I can say it? If not let me know and I'll take it down... I'm really, really excited about it.

 

The reason I bring this up is, if you think through what Dana Derricks had to go through to write a script for a product that was not his own, right? How powerful that really is. Now follow me with this...

 

The pattern that he has to go through is pretty fascinating, he has to put himself in the shoes of Russell. “How would I sell this if it was mine to sell? How would I sell this if it was something that I bled for to create and bring to life?”

 

We all love our products, we love our businesses, and we'll stay with them for a long time...

 

I got my whiteboard here 'cause I wanna share with you guys a few things 'cause it's the same thing I've had to go through this past little bit here.

 

Funnel Builder Secrets is not my product, but I have to write a script. They're letting me rewrite the script with my stories and my things in it to help sell an offer that is not mine... and so I have to think it through.

 

It's easy to do this when you are selling your own product because your stories tie into certain elements inside of the product; this story relates into why this product's in there, and this story ties into why that product's in there, all right? ...

 

For example; "It was this full amount, price drop, get it today for this amount." - It makes more sense.

 

I don't know if you guys have been watching, but Kaelin Poulin just went, and she rewrote some of the Funnel Hacks webinar doing this exact same thing with her audience. I'm going through this as well, right now.

 

This is a fascinating thing to think through. If you guys have a product, by the way, I wouldn't begin in this manner.

 

So two things here:

 

Let's think about the timeline that Russell Brunson has gone through, along with other massive sellers on the internet, to get to this kind of space now, okay?

 

#1: They figure out the one audience,

 

I got a whiteboard here, they figure out the one audience, the Red Ocean, that would love to see their product.  And they're like, "Sweet check it out! Here's Clickfunnels or whatever, here's this product or that product,” right?

 

They have to write the script for that one singular Red Ocean.

 

Most the time when people write a sales message, or they write anything that has to do with trying' to sell any product, one of the easiest ways to screw it up is to write it for multiple audiences.

 

"Well, you know who could buy it? This person could buy it, and these people could buy it these people could buy it, these people could, could, could, could, could."

 

That's not what you guys have to answer first. The first thing to answer when you're writing a sales script is "Who should buy it? Who is willing and able to spend cash on this? Who is my dream, dream customer?"

 

Not, "this person could" and "these people could" and "that audience over there, they could?"

 

That's the fastest way to, number one, not sell, and number two, to make somewhat of a hellish scenario where you service people that you don't want to - Speaking from experience here, all right? Four or five years ago I totally did that.

 

There's like flakes of chicken all over the place around me, little chicken hairs all over the place.

Anyway, so number one, you gotta think through who the best purchaser for your product is? So think through right now. Clickfunnels has done that. I've done that with my products. I know the best purchaser for my products. Russell knows the best purchaser for his products.

 

For Funnel Builder Secrets, Russell knows the best people for that thing.

 

Let's say we're selling Funnel Builder Secrets - which is what I'm gonna be selling - what I'm doing' for the next few days is just workin' that script, workin' that script, workin' that script, rewriting it.

 

But think about the pathway that Russell went through, the timeline as far as the script goes, the maturity of the script...

 

And I know I'm getting deep here. It's a little deeper than I normally get on this, but think through this with me and follow me for a moment, okay?

 

If I'm gonna sell Funnel Builder Secrets to people to people in the Red Ocean...

 

The first time the script was created, Russell went through, and he figured out the best audience the best fit of buyers for the Funnel Builder Secrets webinar.

 

One of the easiest things we can do now is figure out other "Sub Red Oceans" - that's what I call them. They're Sub Red Oceans - SROs.

 

Sub Red Oceans are people who could accept the script as well.

 

Take the ClickFunnels example; when Russell's selling ClickFunnels on a webinar, (if you guys haven't seen it, it's called Funnel Hacks, you guys can go get free funnels from ClickFunnels at salesfunnelbroker.com and  click on Free Funnels up on the top right - it's an affiliate link of mine, but it gives you a two-week trial and a preview of funnels for your stuff.)

 

Okay, so think about this; if you go to Funnel Hacks and watch the script -  what it's doing is targeting people who are using websites.

 

Remember he threw those rocks at websites: "Websites are dying, websites are crap, you spend ad money on websites, and it's the fastest way not to get any return," right?

 

He is throwing rocks; websites are the Red Ocean.

 

As the script progresses, he knows that's the correct pitch for these people, then he'll start bringing' in other audiences.

 

People are like, "oh you know what, it makes sense, but I don't have a website, but oh man, I'm, I don't know, I'm a coach, I don't know if this works for me in coaching?"And Russell's like, "it works for you, it works for you."

 

Just follow me for a second, I know this is kind of all over the place, just, and we'll go full circle here, you're gonna be like, whoa! I'm hopin' you have like the big whoa moment, okay? Follow me for a second, okay...

 

He's like, "Check it out, it is for coaches." And people are like, "oh, ClickFunnels is really cool, but I don't know if it works for me, I don't know if it works for me, I don't have a website, and I'm not a coach - so I don't know if I can use it? I'm actually in retail." And Russell's like, "oh crap, wait!  It works for retail." And then he goes and he adds that in the script, right?

 

Then he'll add B2B in the script, then, the next thing, and the next thing, next thing, next thing, next thing... Info, MLM, ecom, supplements, bam bam bam. “It works for here, it works here.”

 

Here's the fascinating thing about this; now who told Russell which audiences should be in that script?  The market did - the market told him.

 

It's not like Clickfunnels is over here on the side doin' things like, "hey check it out! This person could, they could, they could, they could, they could."

 

Now the market's going, "oh I'm not gonna buy it because I'm not, I'm not, I'm not, I'm not." And we're like, "but it works for you, wait a second, it works, it works, it works."

 

You let the market tell you what Red Oceans, what markets, what little pockets and Sub Red Oceans of people are great to include inside of the script.

 

Think about what I'm doin' with Funnel Builder Secrets...

This is a little bit of a different-style episode, I just think it'd be kind of cool and valuable to do with you guys, okay?

 

Now that he's got this script completely nailed down for the audiences that keep coming to him and we're like, no it does work for you, that does work, I would use it like this for that, no, you know, and he's got that down now, right? Now that that's down, okay, that has helped create two things here:

 

We know "WHO" we're selling to and we know "WHAT."

 

We know "WHAT" the offer should be. It has been proven, it has been vetted, the market has spoken and said, "Yes, we will give cash for that."

 

So my role is to I come in and be the pitch guy for Funnel Builder Secrets. I don't really change the "What." I actually don't even really change the "Who."

 

I don't change the "What" - I don't change the offer.

 

What I'm doing is I'm changing the stories. I'm not gonna go in and tell potato gun stories. I'm not gonna go in and tell the stories that Russell would normally tell.

 

The audience doesn't know who I am, right? As far as sales psychology goes, there's really two intros in any script.

 

Guys, again, follow me here, I know this is not a normal Sales Funnel Radio episode but stick with me for a moment, okay?

 

There are two intros inside of any sales script. And people screw this up all the time...

 

In the first intro, you gotta answer the question, "What is this? What is Funnel Builder Secrets?"  It's this knee-jerk reaction that people are gonna have to keep them safe. It's a reaction from the part of the brain that keeps people safe, okay? You know, the "croc brain."

 

If you guys ever read the book Pitch Anything, it's a fantastic book to go read - one of my favorites...

 

But first thing we're gonna do is we're going to intro, I gotta intro Funnel Builder Secrets itself, okay?

 

The second thing, (and this is the reason I can't go tell Russell Brunson's stories even though it's Russell Brunson's product), I gotta tell my stories.

 

The second intro is an intro to me. "Okay, okay, you've made me feel safe, you've made me feel okay, I know what Funnel Builder Secrets is now, okay, I have the expectations for what the rest of the script is gonna be." They're not gonna say that, but they're feeling those good, warm fuzzies.... "But who are you?"

 

That's like the second thing they're gonna start feeling  - so I have to intro that.

 

So we're still targeting the same "Whos,"  the market has spoken, the market has said, you know what, I'm a good fit for this. And we're like, "oh cool, we didn't think about that. We'll add that to the script." And so we have a big list of what all these WHOs. "Oh, I'm in retail, B2B, info, supplement, ecom, MLM, Coaching, info product, physical products." Tons of lead gen.

 

Anyway, we know what all the "Whos" are, and the market keeps telling us who the best fit is. Very key.

 

We also know what the best "Whats" are. "First you're gonna get this, and then you're gonna get this, and you're gonna get this, and you're gonna get this."

 

There's a portion of that offer that comes from the market telling us, "You know what? I would buy this main thing up here, I would buy the main product that you're talkin' about, but I just don't how I can X, Y, and Z?"  And we're like, "Oh, cool, okay, let's go add another product they'll get for free that will answer that when they buy the main product." Crazy cool, right?

 

So we have the right "Whats." We got the right "Whos."The thing that I am switching is the stories, okay?

 

I'm still introing the webinar the same kind of way that Russell does it, but  I have to introduce me - so they know who the heck they're listening to -'cause the sales psychology's gonna stop if I don't do that.

 

But I gotta go come up with my new stories. I gotta come up with a story for secret number one, a story for secret number two, a story for secret number three.

 

(If this is completely Greek, if you have no idea what I'm talkin' about, then you have got to go read the book Expert Secrets

 

Those are free sources guys, they're worth more than my entire marketing degree. That's not a joke...

 

I've learned more from those books and more from those resources than my entire degree - which took five years - and I don't use any of it.  I use everything that has to do with those books though, okay? )

 

Anyways, I have to come up with the stories for me - even though it's not my product.

 

One more major point here, and hopefully I haven't spoken too much and gone too crazy here?

 

I remember I was riding my bike home one day from college classes - we didn't have enough money for another car - and frankly, my pride was on the line a little bit.  

 

I had tried at least 10 businesses on my own, and they'd all failed or barely broke even.

 

It was a nice summer day - usually, it was freezing, and I was beating myself up with phrases like "Man, you've been studying this for years, Stephen, what's wrong with you?  It's gotta be you, Stephen, 'cause all these other guys are doin' it - what's wrong with you?"

 

Don't do that beat yourself up - it doesn’t help.

 

… But that day, I was beating' myself up. I was like, "Man, I've been studying like crazy, I know what I'd do in this scenario, I see that guy's business in that scenario, I know what I'd do over there, I know what I'd do over there." And I was like, "but why am I still poor?"

 

It was a big question for me, and I remember that there was this idea that came flying' into my head...

 

First of all, I was like, "Well shoot, I'm not even asking for anybody's cash anywhere, you can't even give me cash anywhere online, so that's dumb, why am I complaining?  There's not even an ability for somebody to be able to pay me."

 

Number two, (and some of you might laugh at this, and some of you guys are gonna be like, "what?") I had never considered that there was a huge, stark difference between marketing and sales.

 

Sales is not marketing. Marketing is not sales. They have very specific different roles - they have very different functions.

 

I had been doing door-to-door sales and telemarketing for the explicit reason of learning sales. That's actually why I did it. I wanted to learn like consciously, that's the reason I chose the door-to-door.

 

I was like, "you know what, I know this is gonna be terrible, it's gonna be hell sometimes, I'm gonna get the door slammed in my face like crazy, I'm gonna go make door-to-door sales," and that's one of the reasons I did it.

 

But riding home that day, I realized, "Crap, marketing isn't sales. I've been studying sales, what the heck is marketing? Like dang, it!”

 

So to just sum it up real fast here, and not make this like a course:

 

Sales are what happens face-to-face. That's what I was doin' door-to-door, that's what I was doin' over the phone, I wasn't face-to-face but you know what I mean, I was with the customer, right?

 

Sales are what happens face-to-face, but marketing is how you get them to your face.

 

This is an area that a lot of people don't study ever.

 

And so, if you think about what I'm doing with the Funnel Builder Secrets webinar right now, you think about how this whole thing works…

 

What I am doing is I am affecting the marketing of Russell Brunson's Funnel Builder Secrets script, but I'm not affecting the sales of Russell Brunson's Funnel Builder Secrets script, okay?

 

Again, one more time, follow me here, let me draw this on the whiteboard.

 

A script, any sales script-  not just a webinar - at the beginning of any script, it’s very marketing driven.  

 

Another way to define marketing is "the act of changing somebody's beliefs for the intent of a purchase to happen." You're just changing somebody's beliefs. You're changing the way they see the world, all right?

 

You're educating with the intent to change beliefs in hopes that it leads to a purchase. That's really what marketing is.

 

Sales, sales is just reasons to act now, okay? "Here's what you're gonna get - 50% off - Price goes up at midnight."Countdown clocks here!” Those are all sales tactics, but they're not necessarily marketing tactics.

 

A marketing tactic has everything to do with the actual stories that you tell, it's the way that you break and you build someone's belief patterns.

 

So my task for this webinar, which I've been incredibly honored to do...

 

I'm excited guys, I get to do it with these massive people in their audiences and close them, right, and do the webinar for that person in Russell's name, right?

 

I'm hopin' in the future it turns into some traveling and doin' it on stages, that would be really fun, anyway, that'd be really cool - 'cause Russell is the CEO of a major company so he can't really do all the stuff anymore, right?

 

So think about this, any sales script is really broken into two major pieces... there are more pieces, but there are two major pieces... The biggest thing that's happening at the beginning is marketing.

 

I'm tellin' stories with the intent to change your beliefs,  and the way you see the world, to help you understand that you're not seeing the world the way it really is.

 

For example:

 

"Oh man, don't use a website. Last time I used a website blah blah blah blah blah blah..., and it was a terrible result, and this guy said the same blah blah blah blah blah blah, blah."

 

I start changing' the way you see the world:

 

"Oh, I always thought websites were the bee's knees, and the cat's meow - baby, like websites are everything."

 

And suddenly, they're like, "Oh crap, this guy says they're not, what's the answer?" Then Sales swoops in... Does that make sense?

 

So I'm gonna tell marketing stories, and that's what's gonna happen at the beginning of the script for the first half or maybe more - when you think about the timeline of a script going' on the first half is marketing.

 

Then somewhere down the road, we flip into sales mode. Then I start talkin' about the offer.

 

I start talking about logical reasons to purchase now. I start talkin' about what you're gonna get when you act now.  I start talkin' about what will happen if you don't buy now.

 

I begin answering objections. "I don't have money." Well I'm gonna answer that objection. "I don't have this." Well I'm gonna answer this objection. At the end, I'm using some closes, "Go buy - Go to this URL - Open up in the tab - Go here!"

 

I feel like I keep saying this over and over in all these other subgroups I'm in, but I've never mentioned it on my podcast - that's why we're diving' into this.

 

I know it's a little bit deeper, and a little bit more tactical than I usually go on this show, but I just hope it helps.

 

When I look at a script, there are two major phases, so what my role in this webinar is,  I'm not actually adapting or changing Russell's offer at all, right?

 

Dana Derricks didn't change Russell's offer at all - it's still Clickfunnels, right?

However, the lever that you can change, the lever that you can adapt when you are not in control of the actual product is marketing. You can control the stories. Those are levers you can pull.

 

The actual offer is over on this side, all right? I'm not touching it, I'm not gonna change it.

 

I'm not gonna pull out the different products or put them back in. Why would I change that? It's an amazing offer. I can't even compete with the things that are in that offer - it's incredible, absolutely incredible! Why would I ever touch it? That's not what I'm touching.

 

The thing that a lot of affiliates do, and even JVs, is they'll be like, "But what uh, uh???" and they stress out, they're like, "How do I sell this offer?"

 

Don't worry about the offer! The offer's already sexy. It's up to its creator to make the offer amazing, absolutely attractive and absolutely incredible.

 

The place that you go and you spend all of your time in is this marketing. What are the stories that you can tell that will break and rebuild beliefs?

 

What's the stance you can take? What attractive character attributes can you take on?

 

The stance I'm taking is very much that of a reporter. It's Funnel Builder Secrets and I was the lead funnel builder at ClickFunnels for a little while, right? I was Russell's funnel builder, and that means I should probably be able to sell Funnel Builder Secrets quite well.

 

I'm gonna go through and adapt the stories. It's gonna be fascinating.

 

There's not gonna be a potato gun story in one of his scripts - so that’s gonna be really weird ;-)

 

Anyways I'm really, really excited!

 

So just know when you don't control the offer, it's more about the stories you're gonna tell in the beginning.

 

It's more about the pre-frames, before they see the offer.

 

You're not gonna touch the offer, don't try and, don't even worry about the offer.

 

If someone's like, will you promote my thing, and their offer is not drop dead sexy, don't spend the time comin' up with the stories.

 

Your job is to break and rebuild the beliefs that they have about what's possible so that when they see the offer, they're like, "Oh my gosh, that's a new vehicle. That's a new opportunity for the desire I have. That's a new way for me to get what I've been goin' for all along."

 

What bridges that gap is the stories that you tell.

 

So I'm going in and creating all the stories that could break beliefs. I'm pre-thinking the beliefs that I'm gonna be breaking - so I can match my stories to them, and tell them in a way that causes the epiphany in their head - "Wow, I gotta get this offer!"

 

So anyways, I just thought that'd be kind of a neat episode.

 

I know this is a little bit different style, and it made me think of Dana Derricks with the chicken suit. I was like, "Oh yeah, it's like the time Dana came in, and he was selling' Clickfunnels."

 

Clickfunnels isn't his, but he was still adapting and helping to write the scripts. Fascinating!

 

So, anyways, we got a chicken suit on auction... if you guys want it, bids start at a million buck.  

 

All right guys, we'll talk to you later.

 

If you guys have enjoyed this please, please, please share this, please, please, please go tell iTunes Zeros & Ones with the review, how awesome this has been.

 

Please go review it, it really means a lot to me, and I've spent a lot of time putting these things together for you and I just hope that it helps break and rebuild your beliefs on how you can build a successful sales funnel.

 

Guys thanks so much, talk to you later, bye. Oh, thanks for listening. Hey 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.

Boom, what's up, it's Steve Larsen. This is Sales Funnel Radio, and today we're gonna talk about how to sell other people's products that you do not control. (Stephen is wearing a chicken suit)

 

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.

 

All right, that was a little weird, and it was crazy hot. So anyways, I was gonna wear it for the entire episode, but I'm gonna take it off.

 

Hey, so what's with the chicken suit?

 

A little while ago Dana Derricks, if you do not know who he is, he is a copywriting master, he's a complete rockstar! Dana was brought in by Russell to help figure out other ways to sell Clickfunnels based on the different audiences that they had.

 

Think about how cool that is! Okay, let me just go full circle...

 

When he showed up, he gave me that chicken suit I ended up riding it home on my motorcycle. If you want to watch, it's on Funnel Hacker TV -  it's pretty funny. That thing is hot though!

 

Anyway, think about what Dana Derricks had to do? I digress, we're back to this "serious marketing" - you guys know me ;-)

 

Okay, let’s think about what Dana Derricks had to do. He had to come in, and he had to figure out how to sell a product that was not his, okay?

 

Now, why does this matter?  It matters if you're in affiliate marketing, it matters in general...

 

I really believe that you gotta be amazing at doing this as a whole - because if you can figure out how your competitors are selling their products, and figure out how you would sell their product better, you're already gonna get more customers than they have.

 

So follow me here for a second, okay?

 

I have had the incredible honor of being asked by Clickfunnels, by Russell, by Dave Woodward, to come in and do the Funnel Builder Secrets webinar.

 

If you guys know the 90 minute $3 million session that Russell did, it was with the Funnel Builder Secrets webinar, and they've asked me to come in and be the pitch guy for it now - which is really, really exciting.

 

I think I'm safe to announce that? They were puttin' it out on the affiliate group for Clickfunnels a bit ago, so I think I can say it? If not let me know and I'll take it down... I'm really, really excited about it.

 

The reason I bring this up is, if you think through what Dana Derricks had to go through to write a script for a product that was not his own, right? How powerful that really is. Now follow me with this...

 

The pattern that he has to go through is pretty fascinating, he has to put himself in the shoes of Russell. “How would I sell this if it was mine to sell? How would I sell this if it was something that I bled for to create and bring to life?”

 

We all love our products, we love our businesses, and we'll stay with them for a long time...

 

I got my whiteboard here 'cause I wanna share with you guys a few things 'cause it's the same thing I've had to go through this past little bit here.

 

Funnel Builder Secrets is not my product, but I have to write a script. They're letting me rewrite the script with my stories and my things in it to help sell an offer that is not mine... and so I have to think it through.

 

It's easy to do this when you are selling your own product because your stories tie into certain elements inside of the product; this story relates into why this product's in there, and this story ties into why that product's in there, all right? ...

 

For example; "It was this full amount, price drop, get it today for this amount." - It makes more sense.

 

I don't know if you guys have been watching, but Kaelin Poulin just went, and she rewrote some of the Funnel Hacks webinar doing this exact same thing with her audience. I'm going through this as well, right now.

 

This is a fascinating thing to think through. If you guys have a product, by the way, I wouldn't begin in this manner.

 

So two things here:

 

Let's think about the timeline that Russell Brunson has gone through, along with other massive sellers on the internet, to get to this kind of space now, okay?

 

#1: They figure out the one audience,

 

I got a whiteboard here, they figure out the one audience, the Red Ocean, that would love to see their product.  And they're like, "Sweet check it out! Here's Clickfunnels or whatever, here's this product or that product,” right?

 

They have to write the script for that one singular Red Ocean.

 

Most the time when people write a sales message, or they write anything that has to do with trying' to sell any product, one of the easiest ways to screw it up is to write it for multiple audiences.

 

"Well, you know who could buy it? This person could buy it, and these people could buy it these people could buy it, these people could, could, could, could, could."

 

That's not what you guys have to answer first. The first thing to answer when you're writing a sales script is "Who should buy it? Who is willing and able to spend cash on this? Who is my dream, dream customer?"

 

Not, "this person could" and "these people could" and "that audience over there, they could?"

 

That's the fastest way to, number one, not sell, and number two, to make somewhat of a hellish scenario where you service people that you don't want to - Speaking from experience here, all right? Four or five years ago I totally did that.

 

There's like flakes of chicken all over the place around me, little chicken hairs all over the place.

Anyway, so number one, you gotta think through who the best purchaser for your product is? So think through right now. Clickfunnels has done that. I've done that with my products. I know the best purchaser for my products. Russell knows the best purchaser for his products.

 

For Funnel Builder Secrets, Russell knows the best people for that thing.

 

Let's say we're selling Funnel Builder Secrets - which is what I'm gonna be selling - what I'm doing' for the next few days is just workin' that script, workin' that script, workin' that script, rewriting it.

 

But think about the pathway that Russell went through, the timeline as far as the script goes, the maturity of the script...

 

And I know I'm getting deep here. It's a little deeper than I normally get on this, but think through this with me and follow me for a moment, okay?

 

If I'm gonna sell Funnel Builder Secrets to people to people in the Red Ocean...

 

The first time the script was created, Russell went through, and he figured out the best audience the best fit of buyers for the Funnel Builder Secrets webinar.

 

One of the easiest things we can do now is figure out other "Sub Red Oceans" - that's what I call them. They're Sub Red Oceans - SROs.

 

Sub Red Oceans are people who could accept the script as well.

 

Take the ClickFunnels example; when Russell's selling ClickFunnels on a webinar, (if you guys haven't seen it, it's called Funnel Hacks, you guys can go get free funnels from ClickFunnels at salesfunnelbroker.com and  click on Free Funnels up on the top right - it's an affiliate link of mine, but it gives you a two-week trial and a preview of funnels for your stuff.)

 

Okay, so think about this; if you go to Funnel Hacks and watch the script -  what it's doing is targeting people who are using websites.

 

Remember he threw those rocks at websites: "Websites are dying, websites are crap, you spend ad money on websites, and it's the fastest way not to get any return," right?

 

He is throwing rocks; websites are the Red Ocean.

 

As the script progresses, he knows that's the correct pitch for these people, then he'll start bringing' in other audiences.

 

People are like, "oh you know what, it makes sense, but I don't have a website, but oh man, I'm, I don't know, I'm a coach, I don't know if this works for me in coaching?"And Russell's like, "it works for you, it works for you."

 

Just follow me for a second, I know this is kind of all over the place, just, and we'll go full circle here, you're gonna be like, whoa! I'm hopin' you have like the big whoa moment, okay? Follow me for a second, okay...

 

He's like, "Check it out, it is for coaches." And people are like, "oh, ClickFunnels is really cool, but I don't know if it works for me, I don't know if it works for me, I don't have a website, and I'm not a coach - so I don't know if I can use it? I'm actually in retail." And Russell's like, "oh crap, wait!  It works for retail." And then he goes and he adds that in the script, right?

 

Then he'll add B2B in the script, then, the next thing, and the next thing, next thing, next thing, next thing... Info, MLM, ecom, supplements, bam bam bam. “It works for here, it works here.”

 

Here's the fascinating thing about this; now who told Russell which audiences should be in that script?  The market did - the market told him.

 

It's not like Clickfunnels is over here on the side doin' things like, "hey check it out! This person could, they could, they could, they could, they could."

 

Now the market's going, "oh I'm not gonna buy it because I'm not, I'm not, I'm not, I'm not." And we're like, "but it works for you, wait a second, it works, it works, it works."

 

You let the market tell you what Red Oceans, what markets, what little pockets and Sub Red Oceans of people are great to include inside of the script.

 

Think about what I'm doin' with Funnel Builder Secrets...

This is a little bit of a different-style episode, I just think it'd be kind of cool and valuable to do with you guys, okay?

 

Now that he's got this script completely nailed down for the audiences that keep coming to him and we're like, no it does work for you, that does work, I would use it like this for that, no, you know, and he's got that down now, right? Now that that's down, okay, that has helped create two things here:

 

We know "WHO" we're selling to and we know "WHAT."

 

We know "WHAT" the offer should be. It has been proven, it has been vetted, the market has spoken and said, "Yes, we will give cash for that."

 

So my role is to I come in and be the pitch guy for Funnel Builder Secrets. I don't really change the "What." I actually don't even really change the "Who."

 

I don't change the "What" - I don't change the offer.

 

What I'm doing is I'm changing the stories. I'm not gonna go in and tell potato gun stories. I'm not gonna go in and tell the stories that Russell would normally tell.

 

The audience doesn't know who I am, right? As far as sales psychology goes, there's really two intros in any script.

 

Guys, again, follow me here, I know this is not a normal Sales Funnel Radio episode but stick with me for a moment, okay?

 

There are two intros inside of any sales script. And people screw this up all the time...

 

In the first intro, you gotta answer the question, "What is this? What is Funnel Builder Secrets?"  It's this knee-jerk reaction that people are gonna have to keep them safe. It's a reaction from the part of the brain that keeps people safe, okay? You know, the "croc brain."

 

If you guys ever read the book Pitch Anything, it's a fantastic book to go read - one of my favorites...

 

But first thing we're gonna do is we're going to intro, I gotta intro Funnel Builder Secrets itself, okay?

 

The second thing, (and this is the reason I can't go tell Russell Brunson's stories even though it's Russell Brunson's product), I gotta tell my stories.

 

The second intro is an intro to me. "Okay, okay, you've made me feel safe, you've made me feel okay, I know what Funnel Builder Secrets is now, okay, I have the expectations for what the rest of the script is gonna be." They're not gonna say that, but they're feeling those good, warm fuzzies.... "But who are you?"

 

That's like the second thing they're gonna start feeling  - so I have to intro that.

 

So we're still targeting the same "Whos,"  the market has spoken, the market has said, you know what, I'm a good fit for this. And we're like, "oh cool, we didn't think about that. We'll add that to the script." And so we have a big list of what all these WHOs. "Oh, I'm in retail, B2B, info, supplement, ecom, MLM, Coaching, info product, physical products." Tons of lead gen.

 

Anyway, we know what all the "Whos" are, and the market keeps telling us who the best fit is. Very key.

 

We also know what the best "Whats" are. "First you're gonna get this, and then you're gonna get this, and you're gonna get this, and you're gonna get this."

 

There's a portion of that offer that comes from the market telling us, "You know what? I would buy this main thing up here, I would buy the main product that you're talkin' about, but I just don't how I can X, Y, and Z?"  And we're like, "Oh, cool, okay, let's go add another product they'll get for free that will answer that when they buy the main product." Crazy cool, right?

 

So we have the right "Whats." We got the right "Whos."The thing that I am switching is the stories, okay?

 

I'm still introing the webinar the same kind of way that Russell does it, but  I have to introduce me - so they know who the heck they're listening to -'cause the sales psychology's gonna stop if I don't do that.

 

But I gotta go come up with my new stories. I gotta come up with a story for secret number one, a story for secret number two, a story for secret number three.

 

(If this is completely Greek, if you have no idea what I'm talkin' about, then you have got to go read the book Expert Secrets

 

Those are free sources guys, they're worth more than my entire marketing degree. That's not a joke...

 

I've learned more from those books and more from those resources than my entire degree - which took five years - and I don't use any of it.  I use everything that has to do with those books though, okay? )

 

Anyways, I have to come up with the stories for me - even though it's not my product.

 

One more major point here, and hopefully I haven't spoken too much and gone too crazy here?

 

I remember I was riding my bike home one day from college classes - we didn't have enough money for another car - and frankly, my pride was on the line a little bit.  

 

I had tried at least 10 businesses on my own, and they'd all failed or barely broke even.

 

It was a nice summer day - usually, it was freezing, and I was beating myself up with phrases like "Man, you've been studying this for years, Stephen, what's wrong with you?  It's gotta be you, Stephen, 'cause all these other guys are doin' it - what's wrong with you?"

 

Don't do that beat yourself up - it doesn’t help.

 

… But that day, I was beating' myself up. I was like, "Man, I've been studying like crazy, I know what I'd do in this scenario, I see that guy's business in that scenario, I know what I'd do over there, I know what I'd do over there." And I was like, "but why am I still poor?"

 

It was a big question for me, and I remember that there was this idea that came flying' into my head...

 

First of all, I was like, "Well shoot, I'm not even asking for anybody's cash anywhere, you can't even give me cash anywhere online, so that's dumb, why am I complaining?  There's not even an ability for somebody to be able to pay me."

 

Number two, (and some of you might laugh at this, and some of you guys are gonna be like, "what?") I had never considered that there was a huge, stark difference between marketing and sales.

 

Sales is not marketing. Marketing is not sales. They have very specific different roles - they have very different functions.

 

I had been doing door-to-door sales and telemarketing for the explicit reason of learning sales. That's actually why I did it. I wanted to learn like consciously, that's the reason I chose the door-to-door.

 

I was like, "you know what, I know this is gonna be terrible, it's gonna be hell sometimes, I'm gonna get the door slammed in my face like crazy, I'm gonna go make door-to-door sales," and that's one of the reasons I did it.

 

But riding home that day, I realized, "Crap, marketing isn't sales. I've been studying sales, what the heck is marketing? Like dang, it!”

 

So to just sum it up real fast here, and not make this like a course:

 

Sales are what happens face-to-face. That's what I was doin' door-to-door, that's what I was doin' over the phone, I wasn't face-to-face but you know what I mean, I was with the customer, right?

 

Sales are what happens face-to-face, but marketing is how you get them to your face.

 

This is an area that a lot of people don't study ever.

 

And so, if you think about what I'm doing with the Funnel Builder Secrets webinar right now, you think about how this whole thing works…

 

What I am doing is I am affecting the marketing of Russell Brunson's Funnel Builder Secrets script, but I'm not affecting the sales of Russell Brunson's Funnel Builder Secrets script, okay?

 

Again, one more time, follow me here, let me draw this on the whiteboard.

 

A script, any sales script-  not just a webinar - at the beginning of any script, it’s very marketing driven.  

 

Another way to define marketing is "the act of changing somebody's beliefs for the intent of a purchase to happen." You're just changing somebody's beliefs. You're changing the way they see the world, all right?

 

You're educating with the intent to change beliefs in hopes that it leads to a purchase. That's really what marketing is.

 

Sales, sales is just reasons to act now, okay? "Here's what you're gonna get - 50% off - Price goes up at midnight."Countdown clocks here!” Those are all sales tactics, but they're not necessarily marketing tactics.

 

A marketing tactic has everything to do with the actual stories that you tell, it's the way that you break and you build someone's belief patterns.

 

So my task for this webinar, which I've been incredibly honored to do...

 

I'm excited guys, I get to do it with these massive people in their audiences and close them, right, and do the webinar for that person in Russell's name, right?

 

I'm hopin' in the future it turns into some traveling and doin' it on stages, that would be really fun, anyway, that'd be really cool - 'cause Russell is the CEO of a major company so he can't really do all the stuff anymore, right?

 

So think about this, any sales script is really broken into two major pieces... there are more pieces, but there are two major pieces... The biggest thing that's happening at the beginning is marketing.

 

I'm tellin' stories with the intent to change your beliefs,  and the way you see the world, to help you understand that you're not seeing the world the way it really is.

 

For example:

 

"Oh man, don't use a website. Last time I used a website blah blah blah blah blah blah..., and it was a terrible result, and this guy said the same blah blah blah blah blah blah, blah."

 

I start changing' the way you see the world:

 

"Oh, I always thought websites were the bee's knees, and the cat's meow - baby, like websites are everything."

 

And suddenly, they're like, "Oh crap, this guy says they're not, what's the answer?" Then Sales swoops in... Does that make sense?

 

So I'm gonna tell marketing stories, and that's what's gonna happen at the beginning of the script for the first half or maybe more - when you think about the timeline of a script going' on the first half is marketing.

 

Then somewhere down the road, we flip into sales mode. Then I start talkin' about the offer.

 

I start talking about logical reasons to purchase now. I start talkin' about what you're gonna get when you act now.  I start talkin' about what will happen if you don't buy now.

 

I begin answering objections. "I don't have money." Well I'm gonna answer that objection. "I don't have this." Well I'm gonna answer this objection. At the end, I'm using some closes, "Go buy - Go to this URL - Open up in the tab - Go here!"

 

I feel like I keep saying this over and over in all these other subgroups I'm in, but I've never mentioned it on my podcast - that's why we're diving' into this.

 

I know it's a little bit deeper, and a little bit more tactical than I usually go on this show, but I just hope it helps.

 

When I look at a script, there are two major phases, so what my role in this webinar is,  I'm not actually adapting or changing Russell's offer at all, right?

 

Dana Derricks didn't change Russell's offer at all - it's still Clickfunnels, right?

However, the lever that you can change, the lever that you can adapt when you are not in control of the actual product is marketing. You can control the stories. Those are levers you can pull.

 

The actual offer is over on this side, all right? I'm not touching it, I'm not gonna change it.

 

I'm not gonna pull out the different products or put them back in. Why would I change that? It's an amazing offer. I can't even compete with the things that are in that offer - it's incredible, absolutely incredible! Why would I ever touch it? That's not what I'm touching.

 

The thing that a lot of affiliates do, and even JVs, is they'll be like, "But what uh, uh???" and they stress out, they're like, "How do I sell this offer?"

 

Don't worry about the offer! The offer's already sexy. It's up to its creator to make the offer amazing, absolutely attractive and absolutely incredible.

 

The place that you go and you spend all of your time in is this marketing. What are the stories that you can tell that will break and rebuild beliefs?

 

What's the stance you can take? What attractive character attributes can you take on?

 

The stance I'm taking is very much that of a reporter. It's Funnel Builder Secrets and I was the lead funnel builder at ClickFunnels for a little while, right? I was Russell's funnel builder, and that means I should probably be able to sell Funnel Builder Secrets quite well.

 

I'm gonna go through and adapt the stories. It's gonna be fascinating.

 

There's not gonna be a potato gun story in one of his scripts - so that’s gonna be really weird ;-)

 

Anyways I'm really, really excited!

 

So just know when you don't control the offer, it's more about the stories you're gonna tell in the beginning.

 

It's more about the pre-frames, before they see the offer.

 

You're not gonna touch the offer, don't try and, don't even worry about the offer.

 

If someone's like, will you promote my thing, and their offer is not drop dead sexy, don't spend the time comin' up with the stories.

 

Your job is to break and rebuild the beliefs that they have about what's possible so that when they see the offer, they're like, "Oh my gosh, that's a new vehicle. That's a new opportunity for the desire I have. That's a new way for me to get what I've been goin' for all along."

 

What bridges that gap is the stories that you tell.

 

So I'm going in and creating all the stories that could break beliefs. I'm pre-thinking the beliefs that I'm gonna be breaking - so I can match my stories to them, and tell them in a way that causes the epiphany in their head - "Wow, I gotta get this offer!"

 

So anyways, I just thought that'd be kind of a neat episode.

 

I know this is a little bit different style, and it made me think of Dana Derricks with the chicken suit. I was like, "Oh yeah, it's like the time Dana came in, and he was selling' Clickfunnels."

 

Clickfunnels isn't his, but he was still adapting and helping to write the scripts. Fascinating!

 

So, anyways, we got a chicken suit on auction... if you guys want it, bids start at a million buck.  

 

All right guys, we'll talk to you later.

 

If you guys have enjoyed this please, please, please share this, please, please, please go tell iTunes Zeros & Ones with the review, how awesome this has been.

 

Please go review it, it really means a lot to me, and I've spent a lot of time putting these things together for you and I just hope that it helps break and rebuild your beliefs on how you can build a successful sales funnel.

 

Guys thanks so much, talk to you later, bye. Oh, thanks for listening. Hey 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.

Boom, what's up, it's Steve Larsen. This is Sales Funnel Radio, and today we're gonna talk about how to sell other people's products that you do not control. (Stephen is wearing a chicken suit)

 

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.

 

All right, that was a little weird, and it was crazy hot. So anyways, I was gonna wear it for the entire episode, but I'm gonna take it off.

 

Hey, so what's with the chicken suit?

 

A little while ago Dana Derricks, if you do not know who he is, he is a copywriting master, he's a complete rockstar! Dana was brought in by Russell to help figure out other ways to sell Clickfunnels based on the different audiences that they had.

 

Think about how cool that is! Okay, let me just go full circle...

 

When he showed up, he gave me that chicken suit I ended up riding it home on my motorcycle. If you want to watch, it's on Funnel Hacker TV -  it's pretty funny. That thing is hot though!

 

Anyway, think about what Dana Derricks had to do? I digress, we're back to this "serious marketing" - you guys know me ;-)

 

Okay, let’s think about what Dana Derricks had to do. He had to come in, and he had to figure out how to sell a product that was not his, okay?

 

Now, why does this matter?  It matters if you're in affiliate marketing, it matters in general...

 

I really believe that you gotta be amazing at doing this as a whole - because if you can figure out how your competitors are selling their products, and figure out how you would sell their product better, you're already gonna get more customers than they have.

 

So follow me here for a second, okay?

 

I have had the incredible honor of being asked by Clickfunnels, by Russell, by Dave Woodward, to come in and do the Funnel Builder Secrets webinar.

 

If you guys know the 90 minute $3 million session that Russell did, it was with the Funnel Builder Secrets webinar, and they've asked me to come in and be the pitch guy for it now - which is really, really exciting.

 

I think I'm safe to announce that? They were puttin' it out on the affiliate group for Clickfunnels a bit ago, so I think I can say it? If not let me know and I'll take it down... I'm really, really excited about it.

 

The reason I bring this up is, if you think through what Dana Derricks had to go through to write a script for a product that was not his own, right? How powerful that really is. Now follow me with this...

 

The pattern that he has to go through is pretty fascinating, he has to put himself in the shoes of Russell. “How would I sell this if it was mine to sell? How would I sell this if it was something that I bled for to create and bring to life?”

 

We all love our products, we love our businesses, and we'll stay with them for a long time...

 

I got my whiteboard here 'cause I wanna share with you guys a few things 'cause it's the same thing I've had to go through this past little bit here.

 

Funnel Builder Secrets is not my product, but I have to write a script. They're letting me rewrite the script with my stories and my things in it to help sell an offer that is not mine... and so I have to think it through.

 

It's easy to do this when you are selling your own product because your stories tie into certain elements inside of the product; this story relates into why this product's in there, and this story ties into why that product's in there, all right? ...

 

For example; "It was this full amount, price drop, get it today for this amount." - It makes more sense.

 

I don't know if you guys have been watching, but Kaelin Poulin just went, and she rewrote some of the Funnel Hacks webinar doing this exact same thing with her audience. I'm going through this as well, right now.

 

This is a fascinating thing to think through. If you guys have a product, by the way, I wouldn't begin in this manner.

 

So two things here:

 

Let's think about the timeline that Russell Brunson has gone through, along with other massive sellers on the internet, to get to this kind of space now, okay?

 

#1: They figure out the one audience,

 

I got a whiteboard here, they figure out the one audience, the Red Ocean, that would love to see their product.  And they're like, "Sweet check it out! Here's Clickfunnels or whatever, here's this product or that product,” right?

 

They have to write the script for that one singular Red Ocean.

 

Most the time when people write a sales message, or they write anything that has to do with trying' to sell any product, one of the easiest ways to screw it up is to write it for multiple audiences.

 

"Well, you know who could buy it? This person could buy it, and these people could buy it these people could buy it, these people could, could, could, could, could."

 

That's not what you guys have to answer first. The first thing to answer when you're writing a sales script is "Who should buy it? Who is willing and able to spend cash on this? Who is my dream, dream customer?"

 

Not, "this person could" and "these people could" and "that audience over there, they could?"

 

That's the fastest way to, number one, not sell, and number two, to make somewhat of a hellish scenario where you service people that you don't want to - Speaking from experience here, all right? Four or five years ago I totally did that.

 

There's like flakes of chicken all over the place around me, little chicken hairs all over the place.

Anyway, so number one, you gotta think through who the best purchaser for your product is? So think through right now. Clickfunnels has done that. I've done that with my products. I know the best purchaser for my products. Russell knows the best purchaser for his products.

 

For Funnel Builder Secrets, Russell knows the best people for that thing.

 

Let's say we're selling Funnel Builder Secrets - which is what I'm gonna be selling - what I'm doing' for the next few days is just workin' that script, workin' that script, workin' that script, rewriting it.

 

But think about the pathway that Russell went through, the timeline as far as the script goes, the maturity of the script...

 

And I know I'm getting deep here. It's a little deeper than I normally get on this, but think through this with me and follow me for a moment, okay?

 

If I'm gonna sell Funnel Builder Secrets to people to people in the Red Ocean...

 

The first time the script was created, Russell went through, and he figured out the best audience the best fit of buyers for the Funnel Builder Secrets webinar.

 

One of the easiest things we can do now is figure out other "Sub Red Oceans" - that's what I call them. They're Sub Red Oceans - SROs.

 

Sub Red Oceans are people who could accept the script as well.

 

Take the ClickFunnels example; when Russell's selling ClickFunnels on a webinar, (if you guys haven't seen it, it's called Funnel Hacks, you guys can go get free funnels from ClickFunnels at salesfunnelbroker.com and  click on Free Funnels up on the top right - it's an affiliate link of mine, but it gives you a two-week trial and a preview of funnels for your stuff.)

 

Okay, so think about this; if you go to Funnel Hacks and watch the script -  what it's doing is targeting people who are using websites.

 

Remember he threw those rocks at websites: "Websites are dying, websites are crap, you spend ad money on websites, and it's the fastest way not to get any return," right?

 

He is throwing rocks; websites are the Red Ocean.

 

As the script progresses, he knows that's the correct pitch for these people, then he'll start bringing' in other audiences.

 

People are like, "oh you know what, it makes sense, but I don't have a website, but oh man, I'm, I don't know, I'm a coach, I don't know if this works for me in coaching?"And Russell's like, "it works for you, it works for you."

 

Just follow me for a second, I know this is kind of all over the place, just, and we'll go full circle here, you're gonna be like, whoa! I'm hopin' you have like the big whoa moment, okay? Follow me for a second, okay...

 

He's like, "Check it out, it is for coaches." And people are like, "oh, ClickFunnels is really cool, but I don't know if it works for me, I don't know if it works for me, I don't have a website, and I'm not a coach - so I don't know if I can use it? I'm actually in retail." And Russell's like, "oh crap, wait!  It works for retail." And then he goes and he adds that in the script, right?

 

Then he'll add B2B in the script, then, the next thing, and the next thing, next thing, next thing, next thing... Info, MLM, ecom, supplements, bam bam bam. “It works for here, it works here.”

 

Here's the fascinating thing about this; now who told Russell which audiences should be in that script?  The market did - the market told him.

 

It's not like Clickfunnels is over here on the side doin' things like, "hey check it out! This person could, they could, they could, they could, they could."

 

Now the market's going, "oh I'm not gonna buy it because I'm not, I'm not, I'm not, I'm not." And we're like, "but it works for you, wait a second, it works, it works, it works."

 

You let the market tell you what Red Oceans, what markets, what little pockets and Sub Red Oceans of people are great to include inside of the script.

 

Think about what I'm doin' with Funnel Builder Secrets...

This is a little bit of a different-style episode, I just think it'd be kind of cool and valuable to do with you guys, okay?

 

Now that he's got this script completely nailed down for the audiences that keep coming to him and we're like, no it does work for you, that does work, I would use it like this for that, no, you know, and he's got that down now, right? Now that that's down, okay, that has helped create two things here:

 

We know "WHO" we're selling to and we know "WHAT."

 

We know "WHAT" the offer should be. It has been proven, it has been vetted, the market has spoken and said, "Yes, we will give cash for that."

 

So my role is to I come in and be the pitch guy for Funnel Builder Secrets. I don't really change the "What." I actually don't even really change the "Who."

 

I don't change the "What" - I don't change the offer.

 

What I'm doing is I'm changing the stories. I'm not gonna go in and tell potato gun stories. I'm not gonna go in and tell the stories that Russell would normally tell.

 

The audience doesn't know who I am, right? As far as sales psychology goes, there's really two intros in any script.

 

Guys, again, follow me here, I know this is not a normal Sales Funnel Radio episode but stick with me for a moment, okay?

 

There are two intros inside of any sales script. And people screw this up all the time...

 

In the first intro, you gotta answer the question, "What is this? What is Funnel Builder Secrets?"  It's this knee-jerk reaction that people are gonna have to keep them safe. It's a reaction from the part of the brain that keeps people safe, okay? You know, the "croc brain."

 

If you guys ever read the book Pitch Anything, it's a fantastic book to go read - one of my favorites...

 

But first thing we're gonna do is we're going to intro, I gotta intro Funnel Builder Secrets itself, okay?

 

The second thing, (and this is the reason I can't go tell Russell Brunson's stories even though it's Russell Brunson's product), I gotta tell my stories.

 

The second intro is an intro to me. "Okay, okay, you've made me feel safe, you've made me feel okay, I know what Funnel Builder Secrets is now, okay, I have the expectations for what the rest of the script is gonna be." They're not gonna say that, but they're feeling those good, warm fuzzies.... "But who are you?"

 

That's like the second thing they're gonna start feeling  - so I have to intro that.

 

So we're still targeting the same "Whos,"  the market has spoken, the market has said, you know what, I'm a good fit for this. And we're like, "oh cool, we didn't think about that. We'll add that to the script." And so we have a big list of what all these WHOs. "Oh, I'm in retail, B2B, info, supplement, ecom, MLM, Coaching, info product, physical products." Tons of lead gen.

 

Anyway, we know what all the "Whos" are, and the market keeps telling us who the best fit is. Very key.

 

We also know what the best "Whats" are. "First you're gonna get this, and then you're gonna get this, and you're gonna get this, and you're gonna get this."

 

There's a portion of that offer that comes from the market telling us, "You know what? I would buy this main thing up here, I would buy the main product that you're talkin' about, but I just don't how I can X, Y, and Z?"  And we're like, "Oh, cool, okay, let's go add another product they'll get for free that will answer that when they buy the main product." Crazy cool, right?

 

So we have the right "Whats." We got the right "Whos."The thing that I am switching is the stories, okay?

 

I'm still introing the webinar the same kind of way that Russell does it, but  I have to introduce me - so they know who the heck they're listening to -'cause the sales psychology's gonna stop if I don't do that.

 

But I gotta go come up with my new stories. I gotta come up with a story for secret number one, a story for secret number two, a story for secret number three.

 

(If this is completely Greek, if you have no idea what I'm talkin' about, then you have got to go read the book Expert Secrets

 

Those are free sources guys, they're worth more than my entire marketing degree. That's not a joke...

 

I've learned more from those books and more from those resources than my entire degree - which took five years - and I don't use any of it.  I use everything that has to do with those books though, okay? )

 

Anyways, I have to come up with the stories for me - even though it's not my product.

 

One more major point here, and hopefully I haven't spoken too much and gone too crazy here?

 

I remember I was riding my bike home one day from college classes - we didn't have enough money for another car - and frankly, my pride was on the line a little bit.  

 

I had tried at least 10 businesses on my own, and they'd all failed or barely broke even.

 

It was a nice summer day - usually, it was freezing, and I was beating myself up with phrases like "Man, you've been studying this for years, Stephen, what's wrong with you?  It's gotta be you, Stephen, 'cause all these other guys are doin' it - what's wrong with you?"

 

Don't do that beat yourself up - it doesn’t help.

 

… But that day, I was beating' myself up. I was like, "Man, I've been studying like crazy, I know what I'd do in this scenario, I see that guy's business in that scenario, I know what I'd do over there, I know what I'd do over there." And I was like, "but why am I still poor?"

 

It was a big question for me, and I remember that there was this idea that came flying' into my head...

 

First of all, I was like, "Well shoot, I'm not even asking for anybody's cash anywhere, you can't even give me cash anywhere online, so that's dumb, why am I complaining?  There's not even an ability for somebody to be able to pay me."

 

Number two, (and some of you might laugh at this, and some of you guys are gonna be like, "what?") I had never considered that there was a huge, stark difference between marketing and sales.

 

Sales is not marketing. Marketing is not sales. They have very specific different roles - they have very different functions.

 

I had been doing door-to-door sales and telemarketing for the explicit reason of learning sales. That's actually why I did it. I wanted to learn like consciously, that's the reason I chose the door-to-door.

 

I was like, "you know what, I know this is gonna be terrible, it's gonna be hell sometimes, I'm gonna get the door slammed in my face like crazy, I'm gonna go make door-to-door sales," and that's one of the reasons I did it.

 

But riding home that day, I realized, "Crap, marketing isn't sales. I've been studying sales, what the heck is marketing? Like dang, it!”

 

So to just sum it up real fast here, and not make this like a course:

 

Sales are what happens face-to-face. That's what I was doin' door-to-door, that's what I was doin' over the phone, I wasn't face-to-face but you know what I mean, I was with the customer, right?

 

Sales are what happens face-to-face, but marketing is how you get them to your face.

 

This is an area that a lot of people don't study ever.

 

And so, if you think about what I'm doing with the Funnel Builder Secrets webinar right now, you think about how this whole thing works…

 

What I am doing is I am affecting the marketing of Russell Brunson's Funnel Builder Secrets script, but I'm not affecting the sales of Russell Brunson's Funnel Builder Secrets script, okay?

 

Again, one more time, follow me here, let me draw this on the whiteboard.

 

A script, any sales script-  not just a webinar - at the beginning of any script, it’s very marketing driven.  

 

Another way to define marketing is "the act of changing somebody's beliefs for the intent of a purchase to happen." You're just changing somebody's beliefs. You're changing the way they see the world, all right?

 

You're educating with the intent to change beliefs in hopes that it leads to a purchase. That's really what marketing is.

 

Sales, sales is just reasons to act now, okay? "Here's what you're gonna get - 50% off - Price goes up at midnight."Countdown clocks here!” Those are all sales tactics, but they're not necessarily marketing tactics.

 

A marketing tactic has everything to do with the actual stories that you tell, it's the way that you break and you build someone's belief patterns.

 

So my task for this webinar, which I've been incredibly honored to do...

 

I'm excited guys, I get to do it with these massive people in their audiences and close them, right, and do the webinar for that person in Russell's name, right?

 

I'm hopin' in the future it turns into some traveling and doin' it on stages, that would be really fun, anyway, that'd be really cool - 'cause Russell is the CEO of a major company so he can't really do all the stuff anymore, right?

 

So think about this, any sales script is really broken into two major pieces... there are more pieces, but there are two major pieces... The biggest thing that's happening at the beginning is marketing.

 

I'm tellin' stories with the intent to change your beliefs,  and the way you see the world, to help you understand that you're not seeing the world the way it really is.

 

For example:

 

"Oh man, don't use a website. Last time I used a website blah blah blah blah blah blah..., and it was a terrible result, and this guy said the same blah blah blah blah blah blah, blah."

 

I start changing' the way you see the world:

 

"Oh, I always thought websites were the bee's knees, and the cat's meow - baby, like websites are everything."

 

And suddenly, they're like, "Oh crap, this guy says they're not, what's the answer?" Then Sales swoops in... Does that make sense?

 

So I'm gonna tell marketing stories, and that's what's gonna happen at the beginning of the script for the first half or maybe more - when you think about the timeline of a script going' on the first half is marketing.

 

Then somewhere down the road, we flip into sales mode. Then I start talkin' about the offer.

 

I start talking about logical reasons to purchase now. I start talkin' about what you're gonna get when you act now.  I start talkin' about what will happen if you don't buy now.

 

I begin answering objections. "I don't have money." Well I'm gonna answer that objection. "I don't have this." Well I'm gonna answer this objection. At the end, I'm using some closes, "Go buy - Go to this URL - Open up in the tab - Go here!"

 

I feel like I keep saying this over and over in all these other subgroups I'm in, but I've never mentioned it on my podcast - that's why we're diving' into this.

 

I know it's a little bit deeper, and a little bit more tactical than I usually go on this show, but I just hope it helps.

 

When I look at a script, there are two major phases, so what my role in this webinar is,  I'm not actually adapting or changing Russell's offer at all, right?

 

Dana Derricks didn't change Russell's offer at all - it's still Clickfunnels, right?

However, the lever that you can change, the lever that you can adapt when you are not in control of the actual product is marketing. You can control the stories. Those are levers you can pull.

 

The actual offer is over on this side, all right? I'm not touching it, I'm not gonna change it.

 

I'm not gonna pull out the different products or put them back in. Why would I change that? It's an amazing offer. I can't even compete with the things that are in that offer - it's incredible, absolutely incredible! Why would I ever touch it? That's not what I'm touching.

 

The thing that a lot of affiliates do, and even JVs, is they'll be like, "But what uh, uh???" and they stress out, they're like, "How do I sell this offer?"

 

Don't worry about the offer! The offer's already sexy. It's up to its creator to make the offer amazing, absolutely attractive and absolutely incredible.

 

The place that you go and you spend all of your time in is this marketing. What are the stories that you can tell that will break and rebuild beliefs?

 

What's the stance you can take? What attractive character attributes can you take on?

 

The stance I'm taking is very much that of a reporter. It's Funnel Builder Secrets and I was the lead funnel builder at ClickFunnels for a little while, right? I was Russell's funnel builder, and that means I should probably be able to sell Funnel Builder Secrets quite well.

 

I'm gonna go through and adapt the stories. It's gonna be fascinating.

 

There's not gonna be a potato gun story in one of his scripts - so that’s gonna be really weird ;-)

 

Anyways I'm really, really excited!

 

So just know when you don't control the offer, it's more about the stories you're gonna tell in the beginning.

 

It's more about the pre-frames, before they see the offer.

 

You're not gonna touch the offer, don't try and, don't even worry about the offer.

 

If someone's like, will you promote my thing, and their offer is not drop dead sexy, don't spend the time comin' up with the stories.

 

Your job is to break and rebuild the beliefs that they have about what's possible so that when they see the offer, they're like, "Oh my gosh, that's a new vehicle. That's a new opportunity for the desire I have. That's a new way for me to get what I've been goin' for all along."

 

What bridges that gap is the stories that you tell.

 

So I'm going in and creating all the stories that could break beliefs. I'm pre-thinking the beliefs that I'm gonna be breaking - so I can match my stories to them, and tell them in a way that causes the epiphany in their head - "Wow, I gotta get this offer!"

 

So anyways, I just thought that'd be kind of a neat episode.

 

I know this is a little bit different style, and it made me think of Dana Derricks with the chicken suit. I was like, "Oh yeah, it's like the time Dana came in, and he was selling' Clickfunnels."

 

Clickfunnels isn't his, but he was still adapting and helping to write the scripts. Fascinating!

 

So, anyways, we got a chicken suit on auction... if you guys want it, bids start at a million buck.  

 

All right guys, we'll talk to you later.

 

If you guys have enjoyed this please, please, please share this, please, please, please go tell iTunes Zeros & Ones with the review, how awesome this has been.

 

Please go review it, it really means a lot to me, and I've spent a lot of time putting these things together for you and I just hope that it helps break and rebuild your beliefs on how you can build a successful sales funnel.

 

Guys thanks so much, talk to you later, bye. Oh, thanks for listening. Hey 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.

Boom, what's up, it's Steve Larsen. This is Sales Funnel Radio, and today we're gonna talk about how to sell other people's products that you do not control. (Stephen is wearing a chicken suit)

 

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.

 

All right, that was a little weird, and it was crazy hot. So anyways, I was gonna wear it for the entire episode, but I'm gonna take it off.

 

Hey, so what's with the chicken suit?

 

A little while ago Dana Derricks, if you do not know who he is, he is a copywriting master, he's a complete rockstar! Dana was brought in by Russell to help figure out other ways to sell Clickfunnels based on the different audiences that they had.

 

Think about how cool that is! Okay, let me just go full circle...

 

When he showed up, he gave me that chicken suit I ended up riding it home on my motorcycle. If you want to watch, it's on Funnel Hacker TV -  it's pretty funny. That thing is hot though!

 

Anyway, think about what Dana Derricks had to do? I digress, we're back to this "serious marketing" - you guys know me ;-)

 

Okay, let’s think about what Dana Derricks had to do. He had to come in, and he had to figure out how to sell a product that was not his, okay?

 

Now, why does this matter?  It matters if you're in affiliate marketing, it matters in general...

 

I really believe that you gotta be amazing at doing this as a whole - because if you can figure out how your competitors are selling their products, and figure out how you would sell their product better, you're already gonna get more customers than they have.

 

So follow me here for a second, okay?

 

I have had the incredible honor of being asked by Clickfunnels, by Russell, by Dave Woodward, to come in and do the Funnel Builder Secrets webinar.

 

If you guys know the 90 minute $3 million session that Russell did, it was with the Funnel Builder Secrets webinar, and they've asked me to come in and be the pitch guy for it now - which is really, really exciting.

 

I think I'm safe to announce that? They were puttin' it out on the affiliate group for Clickfunnels a bit ago, so I think I can say it? If not let me know and I'll take it down... I'm really, really excited about it.

 

The reason I bring this up is, if you think through what Dana Derricks had to go through to write a script for a product that was not his own, right? How powerful that really is. Now follow me with this...

 

The pattern that he has to go through is pretty fascinating, he has to put himself in the shoes of Russell. “How would I sell this if it was mine to sell? How would I sell this if it was something that I bled for to create and bring to life?”

 

We all love our products, we love our businesses, and we'll stay with them for a long time...

 

I got my whiteboard here 'cause I wanna share with you guys a few things 'cause it's the same thing I've had to go through this past little bit here.

 

Funnel Builder Secrets is not my product, but I have to write a script. They're letting me rewrite the script with my stories and my things in it to help sell an offer that is not mine... and so I have to think it through.

 

It's easy to do this when you are selling your own product because your stories tie into certain elements inside of the product; this story relates into why this product's in there, and this story ties into why that product's in there, all right? ...

 

For example; "It was this full amount, price drop, get it today for this amount." - It makes more sense.

 

I don't know if you guys have been watching, but Kaelin Poulin just went, and she rewrote some of the Funnel Hacks webinar doing this exact same thing with her audience. I'm going through this as well, right now.

 

This is a fascinating thing to think through. If you guys have a product, by the way, I wouldn't begin in this manner.

 

So two things here:

 

Let's think about the timeline that Russell Brunson has gone through, along with other massive sellers on the internet, to get to this kind of space now, okay?

 

#1: They figure out the one audience,

 

I got a whiteboard here, they figure out the one audience, the Red Ocean, that would love to see their product.  And they're like, "Sweet check it out! Here's Clickfunnels or whatever, here's this product or that product,” right?

 

They have to write the script for that one singular Red Ocean.

 

Most the time when people write a sales message, or they write anything that has to do with trying' to sell any product, one of the easiest ways to screw it up is to write it for multiple audiences.

 

"Well, you know who could buy it? This person could buy it, and these people could buy it these people could buy it, these people could, could, could, could, could."

 

That's not what you guys have to answer first. The first thing to answer when you're writing a sales script is "Who should buy it? Who is willing and able to spend cash on this? Who is my dream, dream customer?"

 

Not, "this person could" and "these people could" and "that audience over there, they could?"

 

That's the fastest way to, number one, not sell, and number two, to make somewhat of a hellish scenario where you service people that you don't want to - Speaking from experience here, all right? Four or five years ago I totally did that.

 

There's like flakes of chicken all over the place around me, little chicken hairs all over the place.

Anyway, so number one, you gotta think through who the best purchaser for your product is? So think through right now. Clickfunnels has done that. I've done that with my products. I know the best purchaser for my products. Russell knows the best purchaser for his products.

 

For Funnel Builder Secrets, Russell knows the best people for that thing.

 

Let's say we're selling Funnel Builder Secrets - which is what I'm gonna be selling - what I'm doing' for the next few days is just workin' that script, workin' that script, workin' that script, rewriting it.

 

But think about the pathway that Russell went through, the timeline as far as the script goes, the maturity of the script...

 

And I know I'm getting deep here. It's a little deeper than I normally get on this, but think through this with me and follow me for a moment, okay?

 

If I'm gonna sell Funnel Builder Secrets to people to people in the Red Ocean...

 

The first time the script was created, Russell went through, and he figured out the best audience the best fit of buyers for the Funnel Builder Secrets webinar.

 

One of the easiest things we can do now is figure out other "Sub Red Oceans" - that's what I call them. They're Sub Red Oceans - SROs.

 

Sub Red Oceans are people who could accept the script as well.

 

Take the ClickFunnels example; when Russell's selling ClickFunnels on a webinar, (if you guys haven't seen it, it's called Funnel Hacks, you guys can go get free funnels from ClickFunnels at salesfunnelbroker.com and  click on Free Funnels up on the top right - it's an affiliate link of mine, but it gives you a two-week trial and a preview of funnels for your stuff.)

 

Okay, so think about this; if you go to Funnel Hacks and watch the script -  what it's doing is targeting people who are using websites.

 

Remember he threw those rocks at websites: "Websites are dying, websites are crap, you spend ad money on websites, and it's the fastest way not to get any return," right?

 

He is throwing rocks; websites are the Red Ocean.

 

As the script progresses, he knows that's the correct pitch for these people, then he'll start bringing' in other audiences.

 

People are like, "oh you know what, it makes sense, but I don't have a website, but oh man, I'm, I don't know, I'm a coach, I don't know if this works for me in coaching?"And Russell's like, "it works for you, it works for you."

 

Just follow me for a second, I know this is kind of all over the place, just, and we'll go full circle here, you're gonna be like, whoa! I'm hopin' you have like the big whoa moment, okay? Follow me for a second, okay...

 

He's like, "Check it out, it is for coaches." And people are like, "oh, ClickFunnels is really cool, but I don't know if it works for me, I don't know if it works for me, I don't have a website, and I'm not a coach - so I don't know if I can use it? I'm actually in retail." And Russell's like, "oh crap, wait!  It works for retail." And then he goes and he adds that in the script, right?

 

Then he'll add B2B in the script, then, the next thing, and the next thing, next thing, next thing, next thing... Info, MLM, ecom, supplements, bam bam bam. “It works for here, it works here.”

 

Here's the fascinating thing about this; now who told Russell which audiences should be in that script?  The market did - the market told him.

 

It's not like Clickfunnels is over here on the side doin' things like, "hey check it out! This person could, they could, they could, they could, they could."

 

Now the market's going, "oh I'm not gonna buy it because I'm not, I'm not, I'm not, I'm not." And we're like, "but it works for you, wait a second, it works, it works, it works."

 

You let the market tell you what Red Oceans, what markets, what little pockets and Sub Red Oceans of people are great to include inside of the script.

 

Think about what I'm doin' with Funnel Builder Secrets...

This is a little bit of a different-style episode, I just think it'd be kind of cool and valuable to do with you guys, okay?

 

Now that he's got this script completely nailed down for the audiences that keep coming to him and we're like, no it does work for you, that does work, I would use it like this for that, no, you know, and he's got that down now, right? Now that that's down, okay, that has helped create two things here:

 

We know "WHO" we're selling to and we know "WHAT."

 

We know "WHAT" the offer should be. It has been proven, it has been vetted, the market has spoken and said, "Yes, we will give cash for that."

 

So my role is to I come in and be the pitch guy for Funnel Builder Secrets. I don't really change the "What." I actually don't even really change the "Who."

 

I don't change the "What" - I don't change the offer.

 

What I'm doing is I'm changing the stories. I'm not gonna go in and tell potato gun stories. I'm not gonna go in and tell the stories that Russell would normally tell.

 

The audience doesn't know who I am, right? As far as sales psychology goes, there's really two intros in any script.

 

Guys, again, follow me here, I know this is not a normal Sales Funnel Radio episode but stick with me for a moment, okay?

 

There are two intros inside of any sales script. And people screw this up all the time...

 

In the first intro, you gotta answer the question, "What is this? What is Funnel Builder Secrets?"  It's this knee-jerk reaction that people are gonna have to keep them safe. It's a reaction from the part of the brain that keeps people safe, okay? You know, the "croc brain."

 

If you guys ever read the book Pitch Anything, it's a fantastic book to go read - one of my favorites...

 

But first thing we're gonna do is we're going to intro, I gotta intro Funnel Builder Secrets itself, okay?

 

The second thing, (and this is the reason I can't go tell Russell Brunson's stories even though it's Russell Brunson's product), I gotta tell my stories.

 

The second intro is an intro to me. "Okay, okay, you've made me feel safe, you've made me feel okay, I know what Funnel Builder Secrets is now, okay, I have the expectations for what the rest of the script is gonna be." They're not gonna say that, but they're feeling those good, warm fuzzies.... "But who are you?"

 

That's like the second thing they're gonna start feeling  - so I have to intro that.

 

So we're still targeting the same "Whos,"  the market has spoken, the market has said, you know what, I'm a good fit for this. And we're like, "oh cool, we didn't think about that. We'll add that to the script." And so we have a big list of what all these WHOs. "Oh, I'm in retail, B2B, info, supplement, ecom, MLM, Coaching, info product, physical products." Tons of lead gen.

 

Anyway, we know what all the "Whos" are, and the market keeps telling us who the best fit is. Very key.

 

We also know what the best "Whats" are. "First you're gonna get this, and then you're gonna get this, and you're gonna get this, and you're gonna get this."

 

There's a portion of that offer that comes from the market telling us, "You know what? I would buy this main thing up here, I would buy the main product that you're talkin' about, but I just don't how I can X, Y, and Z?"  And we're like, "Oh, cool, okay, let's go add another product they'll get for free that will answer that when they buy the main product." Crazy cool, right?

 

So we have the right "Whats." We got the right "Whos."The thing that I am switching is the stories, okay?

 

I'm still introing the webinar the same kind of way that Russell does it, but  I have to introduce me - so they know who the heck they're listening to -'cause the sales psychology's gonna stop if I don't do that.

 

But I gotta go come up with my new stories. I gotta come up with a story for secret number one, a story for secret number two, a story for secret number three.

 

(If this is completely Greek, if you have no idea what I'm talkin' about, then you have got to go read the book Expert Secrets

 

Those are free sources guys, they're worth more than my entire marketing degree. That's not a joke...

 

I've learned more from those books and more from those resources than my entire degree - which took five years - and I don't use any of it.  I use everything that has to do with those books though, okay? )

 

Anyways, I have to come up with the stories for me - even though it's not my product.

 

One more major point here, and hopefully I haven't spoken too much and gone too crazy here?

 

I remember I was riding my bike home one day from college classes - we didn't have enough money for another car - and frankly, my pride was on the line a little bit.  

 

I had tried at least 10 businesses on my own, and they'd all failed or barely broke even.

 

It was a nice summer day - usually, it was freezing, and I was beating myself up with phrases like "Man, you've been studying this for years, Stephen, what's wrong with you?  It's gotta be you, Stephen, 'cause all these other guys are doin' it - what's wrong with you?"

 

Don't do that beat yourself up - it doesn’t help.

 

… But that day, I was beating' myself up. I was like, "Man, I've been studying like crazy, I know what I'd do in this scenario, I see that guy's business in that scenario, I know what I'd do over there, I know what I'd do over there." And I was like, "but why am I still poor?"

 

It was a big question for me, and I remember that there was this idea that came flying' into my head...

 

First of all, I was like, "Well shoot, I'm not even asking for anybody's cash anywhere, you can't even give me cash anywhere online, so that's dumb, why am I complaining?  There's not even an ability for somebody to be able to pay me."

 

Number two, (and some of you might laugh at this, and some of you guys are gonna be like, "what?") I had never considered that there was a huge, stark difference between marketing and sales.

 

Sales is not marketing. Marketing is not sales. They have very specific different roles - they have very different functions.

 

I had been doing door-to-door sales and telemarketing for the explicit reason of learning sales. That's actually why I did it. I wanted to learn like consciously, that's the reason I chose the door-to-door.

 

I was like, "you know what, I know this is gonna be terrible, it's gonna be hell sometimes, I'm gonna get the door slammed in my face like crazy, I'm gonna go make door-to-door sales," and that's one of the reasons I did it.

 

But riding home that day, I realized, "Crap, marketing isn't sales. I've been studying sales, what the heck is marketing? Like dang, it!”

 

So to just sum it up real fast here, and not make this like a course:

 

Sales are what happens face-to-face. That's what I was doin' door-to-door, that's what I was doin' over the phone, I wasn't face-to-face but you know what I mean, I was with the customer, right?

 

Sales are what happens face-to-face, but marketing is how you get them to your face.

 

This is an area that a lot of people don't study ever.

 

And so, if you think about what I'm doing with the Funnel Builder Secrets webinar right now, you think about how this whole thing works…

 

What I am doing is I am affecting the marketing of Russell Brunson's Funnel Builder Secrets script, but I'm not affecting the sales of Russell Brunson's Funnel Builder Secrets script, okay?

 

Again, one more time, follow me here, let me draw this on the whiteboard.

 

A script, any sales script-  not just a webinar - at the beginning of any script, it’s very marketing driven.  

 

Another way to define marketing is "the act of changing somebody's beliefs for the intent of a purchase to happen." You're just changing somebody's beliefs. You're changing the way they see the world, all right?

 

You're educating with the intent to change beliefs in hopes that it leads to a purchase. That's really what marketing is.

 

Sales, sales is just reasons to act now, okay? "Here's what you're gonna get - 50% off - Price goes up at midnight."Countdown clocks here!” Those are all sales tactics, but they're not necessarily marketing tactics.

 

A marketing tactic has everything to do with the actual stories that you tell, it's the way that you break and you build someone's belief patterns.

 

So my task for this webinar, which I've been incredibly honored to do...

 

I'm excited guys, I get to do it with these massive people in their audiences and close them, right, and do the webinar for that person in Russell's name, right?

 

I'm hopin' in the future it turns into some traveling and doin' it on stages, that would be really fun, anyway, that'd be really cool - 'cause Russell is the CEO of a major company so he can't really do all the stuff anymore, right?

 

So think about this, any sales script is really broken into two major pieces... there are more pieces, but there are two major pieces... The biggest thing that's happening at the beginning is marketing.

 

I'm tellin' stories with the intent to change your beliefs,  and the way you see the world, to help you understand that you're not seeing the world the way it really is.

 

For example:

 

"Oh man, don't use a website. Last time I used a website blah blah blah blah blah blah..., and it was a terrible result, and this guy said the same blah blah blah blah blah blah, blah."

 

I start changing' the way you see the world:

 

"Oh, I always thought websites were the bee's knees, and the cat's meow - baby, like websites are everything."

 

And suddenly, they're like, "Oh crap, this guy says they're not, what's the answer?" Then Sales swoops in... Does that make sense?

 

So I'm gonna tell marketing stories, and that's what's gonna happen at the beginning of the script for the first half or maybe more - when you think about the timeline of a script going' on the first half is marketing.

 

Then somewhere down the road, we flip into sales mode. Then I start talkin' about the offer.

 

I start talking about logical reasons to purchase now. I start talkin' about what you're gonna get when you act now.  I start talkin' about what will happen if you don't buy now.

 

I begin answering objections. "I don't have money." Well I'm gonna answer that objection. "I don't have this." Well I'm gonna answer this objection. At the end, I'm using some closes, "Go buy - Go to this URL - Open up in the tab - Go here!"

 

I feel like I keep saying this over and over in all these other subgroups I'm in, but I've never mentioned it on my podcast - that's why we're diving' into this.

 

I know it's a little bit deeper, and a little bit more tactical than I usually go on this show, but I just hope it helps.

 

When I look at a script, there are two major phases, so what my role in this webinar is,  I'm not actually adapting or changing Russell's offer at all, right?

 

Dana Derricks didn't change Russell's offer at all - it's still Clickfunnels, right?

However, the lever that you can change, the lever that you can adapt when you are not in control of the actual product is marketing. You can control the stories. Those are levers you can pull.

 

The actual offer is over on this side, all right? I'm not touching it, I'm not gonna change it.

 

I'm not gonna pull out the different products or put them back in. Why would I change that? It's an amazing offer. I can't even compete with the things that are in that offer - it's incredible, absolutely incredible! Why would I ever touch it? That's not what I'm touching.

 

The thing that a lot of affiliates do, and even JVs, is they'll be like, "But what uh, uh???" and they stress out, they're like, "How do I sell this offer?"

 

Don't worry about the offer! The offer's already sexy. It's up to its creator to make the offer amazing, absolutely attractive and absolutely incredible.

 

The place that you go and you spend all of your time in is this marketing. What are the stories that you can tell that will break and rebuild beliefs?

 

What's the stance you can take? What attractive character attributes can you take on?

 

The stance I'm taking is very much that of a reporter. It's Funnel Builder Secrets and I was the lead funnel builder at ClickFunnels for a little while, right? I was Russell's funnel builder, and that means I should probably be able to sell Funnel Builder Secrets quite well.

 

I'm gonna go through and adapt the stories. It's gonna be fascinating.

 

There's not gonna be a potato gun story in one of his scripts - so that’s gonna be really weird ;-)

 

Anyways I'm really, really excited!

 

So just know when you don't control the offer, it's more about the stories you're gonna tell in the beginning.

 

It's more about the pre-frames, before they see the offer.

 

You're not gonna touch the offer, don't try and, don't even worry about the offer.

 

If someone's like, will you promote my thing, and their offer is not drop dead sexy, don't spend the time comin' up with the stories.

 

Your job is to break and rebuild the beliefs that they have about what's possible so that when they see the offer, they're like, "Oh my gosh, that's a new vehicle. That's a new opportunity for the desire I have. That's a new way for me to get what I've been goin' for all along."

 

What bridges that gap is the stories that you tell.

 

So I'm going in and creating all the stories that could break beliefs. I'm pre-thinking the beliefs that I'm gonna be breaking - so I can match my stories to them, and tell them in a way that causes the epiphany in their head - "Wow, I gotta get this offer!"

 

So anyways, I just thought that'd be kind of a neat episode.

 

I know this is a little bit different style, and it made me think of Dana Derricks with the chicken suit. I was like, "Oh yeah, it's like the time Dana came in, and he was selling' Clickfunnels."

 

Clickfunnels isn't his, but he was still adapting and helping to write the scripts. Fascinating!

 

So, anyways, we got a chicken suit on auction... if you guys want it, bids start at a million buck.  

 

All right guys, we'll talk to you later.

 

If you guys have enjoyed this please, please, please share this, please, please, please go tell iTunes Zeros & Ones with the review, how awesome this has been.

 

Please go review it, it really means a lot to me, and I've spent a lot of time putting these things together for you and I just hope that it helps break and rebuild your beliefs on how you can build a successful sales funnel.

 

Guys thanks so much, talk to you later, bye. Oh, thanks for listening. Hey 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.

Boom, what's up, it's Steve Larsen. This is Sales Funnel Radio, and today we're gonna talk about how to sell other people's products that you do not control. (Stephen is wearing a chicken suit)

 

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.

 

All right, that was a little weird, and it was crazy hot. So anyways, I was gonna wear it for the entire episode, but I'm gonna take it off.

 

Hey, so what's with the chicken suit?

 

A little while ago Dana Derricks, if you do not know who he is, he is a copywriting master, he's a complete rockstar! Dana was brought in by Russell to help figure out other ways to sell Clickfunnels based on the different audiences that they had.

 

Think about how cool that is! Okay, let me just go full circle...

 

When he showed up, he gave me that chicken suit I ended up riding it home on my motorcycle. If you want to watch, it's on Funnel Hacker TV -  it's pretty funny. That thing is hot though!

 

Anyway, think about what Dana Derricks had to do? I digress, we're back to this "serious marketing" - you guys know me ;-)

 

Okay, let’s think about what Dana Derricks had to do. He had to come in, and he had to figure out how to sell a product that was not his, okay?

 

Now, why does this matter?  It matters if you're in affiliate marketing, it matters in general...

 

I really believe that you gotta be amazing at doing this as a whole - because if you can figure out how your competitors are selling their products, and figure out how you would sell their product better, you're already gonna get more customers than they have.

 

So follow me here for a second, okay?

 

I have had the incredible honor of being asked by Clickfunnels, by Russell, by Dave Woodward, to come in and do the Funnel Builder Secrets webinar.

 

If you guys know the 90 minute $3 million session that Russell did, it was with the Funnel Builder Secrets webinar, and they've asked me to come in and be the pitch guy for it now - which is really, really exciting.

 

I think I'm safe to announce that? They were puttin' it out on the affiliate group for Clickfunnels a bit ago, so I think I can say it? If not let me know and I'll take it down... I'm really, really excited about it.

 

The reason I bring this up is, if you think through what Dana Derricks had to go through to write a script for a product that was not his own, right? How powerful that really is. Now follow me with this...

 

The pattern that he has to go through is pretty fascinating, he has to put himself in the shoes of Russell. “How would I sell this if it was mine to sell? How would I sell this if it was something that I bled for to create and bring to life?”

 

We all love our products, we love our businesses, and we'll stay with them for a long time...

 

I got my whiteboard here 'cause I wanna share with you guys a few things 'cause it's the same thing I've had to go through this past little bit here.

 

Funnel Builder Secrets is not my product, but I have to write a script. They're letting me rewrite the script with my stories and my things in it to help sell an offer that is not mine... and so I have to think it through.

 

It's easy to do this when you are selling your own product because your stories tie into certain elements inside of the product; this story relates into why this product's in there, and this story ties into why that product's in there, all right? ...

 

For example; "It was this full amount, price drop, get it today for this amount." - It makes more sense.

 

I don't know if you guys have been watching, but Kaelin Poulin just went, and she rewrote some of the Funnel Hacks webinar doing this exact same thing with her audience. I'm going through this as well, right now.

 

This is a fascinating thing to think through. If you guys have a product, by the way, I wouldn't begin in this manner.

 

So two things here:

 

Let's think about the timeline that Russell Brunson has gone through, along with other massive sellers on the internet, to get to this kind of space now, okay?

 

#1: They figure out the one audience,

 

I got a whiteboard here, they figure out the one audience, the Red Ocean, that would love to see their product.  And they're like, "Sweet check it out! Here's Clickfunnels or whatever, here's this product or that product,” right?

 

They have to write the script for that one singular Red Ocean.

 

Most the time when people write a sales message, or they write anything that has to do with trying' to sell any product, one of the easiest ways to screw it up is to write it for multiple audiences.

 

"Well, you know who could buy it? This person could buy it, and these people could buy it these people could buy it, these people could, could, could, could, could."

 

That's not what you guys have to answer first. The first thing to answer when you're writing a sales script is "Who should buy it? Who is willing and able to spend cash on this? Who is my dream, dream customer?"

 

Not, "this person could" and "these people could" and "that audience over there, they could?"

 

That's the fastest way to, number one, not sell, and number two, to make somewhat of a hellish scenario where you service people that you don't want to - Speaking from experience here, all right? Four or five years ago I totally did that.

 

There's like flakes of chicken all over the place around me, little chicken hairs all over the place.

Anyway, so number one, you gotta think through who the best purchaser for your product is? So think through right now. Clickfunnels has done that. I've done that with my products. I know the best purchaser for my products. Russell knows the best purchaser for his products.

 

For Funnel Builder Secrets, Russell knows the best people for that thing.

 

Let's say we're selling Funnel Builder Secrets - which is what I'm gonna be selling - what I'm doing' for the next few days is just workin' that script, workin' that script, workin' that script, rewriting it.

 

But think about the pathway that Russell went through, the timeline as far as the script goes, the maturity of the script...

 

And I know I'm getting deep here. It's a little deeper than I normally get on this, but think through this with me and follow me for a moment, okay?

 

If I'm gonna sell Funnel Builder Secrets to people to people in the Red Ocean...

 

The first time the script was created, Russell went through, and he figured out the best audience the best fit of buyers for the Funnel Builder Secrets webinar.

 

One of the easiest things we can do now is figure out other "Sub Red Oceans" - that's what I call them. They're Sub Red Oceans - SROs.

 

Sub Red Oceans are people who could accept the script as well.

 

Take the ClickFunnels example; when Russell's selling ClickFunnels on a webinar, (if you guys haven't seen it, it's called Funnel Hacks, you guys can go get free funnels from ClickFunnels at salesfunnelbroker.com and  click on Free Funnels up on the top right - it's an affiliate link of mine, but it gives you a two-week trial and a preview of funnels for your stuff.)

 

Okay, so think about this; if you go to Funnel Hacks and watch the script -  what it's doing is targeting people who are using websites.

 

Remember he threw those rocks at websites: "Websites are dying, websites are crap, you spend ad money on websites, and it's the fastest way not to get any return," right?

 

He is throwing rocks; websites are the Red Ocean.

 

As the script progresses, he knows that's the correct pitch for these people, then he'll start bringing' in other audiences.

 

People are like, "oh you know what, it makes sense, but I don't have a website, but oh man, I'm, I don't know, I'm a coach, I don't know if this works for me in coaching?"And Russell's like, "it works for you, it works for you."

 

Just follow me for a second, I know this is kind of all over the place, just, and we'll go full circle here, you're gonna be like, whoa! I'm hopin' you have like the big whoa moment, okay? Follow me for a second, okay...

 

He's like, "Check it out, it is for coaches." And people are like, "oh, ClickFunnels is really cool, but I don't know if it works for me, I don't know if it works for me, I don't have a website, and I'm not a coach - so I don't know if I can use it? I'm actually in retail." And Russell's like, "oh crap, wait!  It works for retail." And then he goes and he adds that in the script, right?

 

Then he'll add B2B in the script, then, the next thing, and the next thing, next thing, next thing, next thing... Info, MLM, ecom, supplements, bam bam bam. “It works for here, it works here.”

 

Here's the fascinating thing about this; now who told Russell which audiences should be in that script?  The market did - the market told him.

 

It's not like Clickfunnels is over here on the side doin' things like, "hey check it out! This person could, they could, they could, they could, they could."

 

Now the market's going, "oh I'm not gonna buy it because I'm not, I'm not, I'm not, I'm not." And we're like, "but it works for you, wait a second, it works, it works, it works."

 

You let the market tell you what Red Oceans, what markets, what little pockets and Sub Red Oceans of people are great to include inside of the script.

 

Think about what I'm doin' with Funnel Builder Secrets...

This is a little bit of a different-style episode, I just think it'd be kind of cool and valuable to do with you guys, okay?

 

Now that he's got this script completely nailed down for the audiences that keep coming to him and we're like, no it does work for you, that does work, I would use it like this for that, no, you know, and he's got that down now, right? Now that that's down, okay, that has helped create two things here:

 

We know "WHO" we're selling to and we know "WHAT."

 

We know "WHAT" the offer should be. It has been proven, it has been vetted, the market has spoken and said, "Yes, we will give cash for that."

 

So my role is to I come in and be the pitch guy for Funnel Builder Secrets. I don't really change the "What." I actually don't even really change the "Who."

 

I don't change the "What" - I don't change the offer.

 

What I'm doing is I'm changing the stories. I'm not gonna go in and tell potato gun stories. I'm not gonna go in and tell the stories that Russell would normally tell.

 

The audience doesn't know who I am, right? As far as sales psychology goes, there's really two intros in any script.

 

Guys, again, follow me here, I know this is not a normal Sales Funnel Radio episode but stick with me for a moment, okay?

 

There are two intros inside of any sales script. And people screw this up all the time...

 

In the first intro, you gotta answer the question, "What is this? What is Funnel Builder Secrets?"  It's this knee-jerk reaction that people are gonna have to keep them safe. It's a reaction from the part of the brain that keeps people safe, okay? You know, the "croc brain."

 

If you guys ever read the book Pitch Anything, it's a fantastic book to go read - one of my favorites...

 

But first thing we're gonna do is we're going to intro, I gotta intro Funnel Builder Secrets itself, okay?

 

The second thing, (and this is the reason I can't go tell Russell Brunson's stories even though it's Russell Brunson's product), I gotta tell my stories.

 

The second intro is an intro to me. "Okay, okay, you've made me feel safe, you've made me feel okay, I know what Funnel Builder Secrets is now, okay, I have the expectations for what the rest of the script is gonna be." They're not gonna say that, but they're feeling those good, warm fuzzies.... "But who are you?"

 

That's like the second thing they're gonna start feeling  - so I have to intro that.

 

So we're still targeting the same "Whos,"  the market has spoken, the market has said, you know what, I'm a good fit for this. And we're like, "oh cool, we didn't think about that. We'll add that to the script." And so we have a big list of what all these WHOs. "Oh, I'm in retail, B2B, info, supplement, ecom, MLM, Coaching, info product, physical products." Tons of lead gen.

 

Anyway, we know what all the "Whos" are, and the market keeps telling us who the best fit is. Very key.

 

We also know what the best "Whats" are. "First you're gonna get this, and then you're gonna get this, and you're gonna get this, and you're gonna get this."

 

There's a portion of that offer that comes from the market telling us, "You know what? I would buy this main thing up here, I would buy the main product that you're talkin' about, but I just don't how I can X, Y, and Z?"  And we're like, "Oh, cool, okay, let's go add another product they'll get for free that will answer that when they buy the main product." Crazy cool, right?

 

So we have the right "Whats." We got the right "Whos."The thing that I am switching is the stories, okay?

 

I'm still introing the webinar the same kind of way that Russell does it, but  I have to introduce me - so they know who the heck they're listening to -'cause the sales psychology's gonna stop if I don't do that.

 

But I gotta go come up with my new stories. I gotta come up with a story for secret number one, a story for secret number two, a story for secret number three.

 

(If this is completely Greek, if you have no idea what I'm talkin' about, then you have got to go read the book Expert Secrets

 

Those are free sources guys, they're worth more than my entire marketing degree. That's not a joke...

 

I've learned more from those books and more from those resources than my entire degree - which took five years - and I don't use any of it.  I use everything that has to do with those books though, okay? )

 

Anyways, I have to come up with the stories for me - even though it's not my product.

 

One more major point here, and hopefully I haven't spoken too much and gone too crazy here?

 

I remember I was riding my bike home one day from college classes - we didn't have enough money for another car - and frankly, my pride was on the line a little bit.  

 

I had tried at least 10 businesses on my own, and they'd all failed or barely broke even.

 

It was a nice summer day - usually, it was freezing, and I was beating myself up with phrases like "Man, you've been studying this for years, Stephen, what's wrong with you?  It's gotta be you, Stephen, 'cause all these other guys are doin' it - what's wrong with you?"

 

Don't do that beat yourself up - it doesn’t help.

 

… But that day, I was beating' myself up. I was like, "Man, I've been studying like crazy, I know what I'd do in this scenario, I see that guy's business in that scenario, I know what I'd do over there, I know what I'd do over there." And I was like, "but why am I still poor?"

 

It was a big question for me, and I remember that there was this idea that came flying' into my head...

 

First of all, I was like, "Well shoot, I'm not even asking for anybody's cash anywhere, you can't even give me cash anywhere online, so that's dumb, why am I complaining?  There's not even an ability for somebody to be able to pay me."

 

Number two, (and some of you might laugh at this, and some of you guys are gonna be like, "what?") I had never considered that there was a huge, stark difference between marketing and sales.

 

Sales is not marketing. Marketing is not sales. They have very specific different roles - they have very different functions.

 

I had been doing door-to-door sales and telemarketing for the explicit reason of learning sales. That's actually why I did it. I wanted to learn like consciously, that's the reason I chose the door-to-door.

 

I was like, "you know what, I know this is gonna be terrible, it's gonna be hell sometimes, I'm gonna get the door slammed in my face like crazy, I'm gonna go make door-to-door sales," and that's one of the reasons I did it.

 

But riding home that day, I realized, "Crap, marketing isn't sales. I've been studying sales, what the heck is marketing? Like dang, it!”

 

So to just sum it up real fast here, and not make this like a course:

 

Sales are what happens face-to-face. That's what I was doin' door-to-door, that's what I was doin' over the phone, I wasn't face-to-face but you know what I mean, I was with the customer, right?

 

Sales are what happens face-to-face, but marketing is how you get them to your face.

 

This is an area that a lot of people don't study ever.

 

And so, if you think about what I'm doing with the Funnel Builder Secrets webinar right now, you think about how this whole thing works…

 

What I am doing is I am affecting the marketing of Russell Brunson's Funnel Builder Secrets script, but I'm not affecting the sales of Russell Brunson's Funnel Builder Secrets script, okay?

 

Again, one more time, follow me here, let me draw this on the whiteboard.

 

A script, any sales script-  not just a webinar - at the beginning of any script, it’s very marketing driven.  

 

Another way to define marketing is "the act of changing somebody's beliefs for the intent of a purchase to happen." You're just changing somebody's beliefs. You're changing the way they see the world, all right?

 

You're educating with the intent to change beliefs in hopes that it leads to a purchase. That's really what marketing is.

 

Sales, sales is just reasons to act now, okay? "Here's what you're gonna get - 50% off - Price goes up at midnight."Countdown clocks here!” Those are all sales tactics, but they're not necessarily marketing tactics.

 

A marketing tactic has everything to do with the actual stories that you tell, it's the way that you break and you build someone's belief patterns.

 

So my task for this webinar, which I've been incredibly honored to do...

 

I'm excited guys, I get to do it with these massive people in their audiences and close them, right, and do the webinar for that person in Russell's name, right?

 

I'm hopin' in the future it turns into some traveling and doin' it on stages, that would be really fun, anyway, that'd be really cool - 'cause Russell is the CEO of a major company so he can't really do all the stuff anymore, right?

 

So think about this, any sales script is really broken into two major pieces... there are more pieces, but there are two major pieces... The biggest thing that's happening at the beginning is marketing.

 

I'm tellin' stories with the intent to change your beliefs,  and the way you see the world, to help you understand that you're not seeing the world the way it really is.

 

For example:

 

"Oh man, don't use a website. Last time I used a website blah blah blah blah blah blah..., and it was a terrible result, and this guy said the same blah blah blah blah blah blah, blah."

 

I start changing' the way you see the world:

 

"Oh, I always thought websites were the bee's knees, and the cat's meow - baby, like websites are everything."

 

And suddenly, they're like, "Oh crap, this guy says they're not, what's the answer?" Then Sales swoops in... Does that make sense?

 

So I'm gonna tell marketing stories, and that's what's gonna happen at the beginning of the script for the first half or maybe more - when you think about the timeline of a script going' on the first half is marketing.

 

Then somewhere down the road, we flip into sales mode. Then I start talkin' about the offer.

 

I start talking about logical reasons to purchase now. I start talkin' about what you're gonna get when you act now.  I start talkin' about what will happen if you don't buy now.

 

I begin answering objections. "I don't have money." Well I'm gonna answer that objection. "I don't have this." Well I'm gonna answer this objection. At the end, I'm using some closes, "Go buy - Go to this URL - Open up in the tab - Go here!"

 

I feel like I keep saying this over and over in all these other subgroups I'm in, but I've never mentioned it on my podcast - that's why we're diving' into this.

 

I know it's a little bit deeper, and a little bit more tactical than I usually go on this show, but I just hope it helps.

 

When I look at a script, there are two major phases, so what my role in this webinar is,  I'm not actually adapting or changing Russell's offer at all, right?

 

Dana Derricks didn't change Russell's offer at all - it's still Clickfunnels, right?

However, the lever that you can change, the lever that you can adapt when you are not in control of the actual product is marketing. You can control the stories. Those are levers you can pull.

 

The actual offer is over on this side, all right? I'm not touching it, I'm not gonna change it.

 

I'm not gonna pull out the different products or put them back in. Why would I change that? It's an amazing offer. I can't even compete with the things that are in that offer - it's incredible, absolutely incredible! Why would I ever touch it? That's not what I'm touching.

 

The thing that a lot of affiliates do, and even JVs, is they'll be like, "But what uh, uh???" and they stress out, they're like, "How do I sell this offer?"

 

Don't worry about the offer! The offer's already sexy. It's up to its creator to make the offer amazing, absolutely attractive and absolutely incredible.

 

The place that you go and you spend all of your time in is this marketing. What are the stories that you can tell that will break and rebuild beliefs?

 

What's the stance you can take? What attractive character attributes can you take on?

 

The stance I'm taking is very much that of a reporter. It's Funnel Builder Secrets and I was the lead funnel builder at ClickFunnels for a little while, right? I was Russell's funnel builder, and that means I should probably be able to sell Funnel Builder Secrets quite well.

 

I'm gonna go through and adapt the stories. It's gonna be fascinating.

 

There's not gonna be a potato gun story in one of his scripts - so that’s gonna be really weird ;-)

 

Anyways I'm really, really excited!

 

So just know when you don't control the offer, it's more about the stories you're gonna tell in the beginning.

 

It's more about the pre-frames, before they see the offer.

 

You're not gonna touch the offer, don't try and, don't even worry about the offer.

 

If someone's like, will you promote my thing, and their offer is not drop dead sexy, don't spend the time comin' up with the stories.

 

Your job is to break and rebuild the beliefs that they have about what's possible so that when they see the offer, they're like, "Oh my gosh, that's a new vehicle. That's a new opportunity for the desire I have. That's a new way for me to get what I've been goin' for all along."

 

What bridges that gap is the stories that you tell.

 

So I'm going in and creating all the stories that could break beliefs. I'm pre-thinking the beliefs that I'm gonna be breaking - so I can match my stories to them, and tell them in a way that causes the epiphany in their head - "Wow, I gotta get this offer!"

 

So anyways, I just thought that'd be kind of a neat episode.

 

I know this is a little bit different style, and it made me think of Dana Derricks with the chicken suit. I was like, "Oh yeah, it's like the time Dana came in, and he was selling' Clickfunnels."

 

Clickfunnels isn't his, but he was still adapting and helping to write the scripts. Fascinating!

 

So, anyways, we got a chicken suit on auction... if you guys want it, bids start at a million buck.  

 

All right guys, we'll talk to you later.

 

If you guys have enjoyed this please, please, please share this, please, please, please go tell iTunes Zeros & Ones with the review, how awesome this has been.

 

Please go review it, it really means a lot to me, and I've spent a lot of time putting these things together for you and I just hope that it helps break and rebuild your beliefs on how you can build a successful sales funnel.

 

Guys thanks so much, talk to you later, bye. Oh, thanks for listening. Hey 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.

Boom, what's up, it's Steve Larsen. This is Sales Funnel Radio, and today we're gonna talk about how to sell other people's products that you do not control. (Stephen is wearing a chicken suit)

 

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.

 

All right, that was a little weird, and it was crazy hot. So anyways, I was gonna wear it for the entire episode, but I'm gonna take it off.

 

Hey, so what's with the chicken suit?

 

A little while ago Dana Derricks, if you do not know who he is, he is a copywriting master, he's a complete rockstar! Dana was brought in by Russell to help figure out other ways to sell Clickfunnels based on the different audiences that they had.

 

Think about how cool that is! Okay, let me just go full circle...

 

When he showed up, he gave me that chicken suit I ended up riding it home on my motorcycle. If you want to watch, it's on Funnel Hacker TV -  it's pretty funny. That thing is hot though!

 

Anyway, think about what Dana Derricks had to do? I digress, we're back to this "serious marketing" - you guys know me ;-)

 

Okay, let’s think about what Dana Derricks had to do. He had to come in, and he had to figure out how to sell a product that was not his, okay?

 

Now, why does this matter?  It matters if you're in affiliate marketing, it matters in general...

 

I really believe that you gotta be amazing at doing this as a whole - because if you can figure out how your competitors are selling their products, and figure out how you would sell their product better, you're already gonna get more customers than they have.

 

So follow me here for a second, okay?

 

I have had the incredible honor of being asked by Clickfunnels, by Russell, by Dave Woodward, to come in and do the Funnel Builder Secrets webinar.

 

If you guys know the 90 minute $3 million session that Russell did, it was with the Funnel Builder Secrets webinar, and they've asked me to come in and be the pitch guy for it now - which is really, really exciting.

 

I think I'm safe to announce that? They were puttin' it out on the affiliate group for Clickfunnels a bit ago, so I think I can say it? If not let me know and I'll take it down... I'm really, really excited about it.

 

The reason I bring this up is, if you think through what Dana Derricks had to go through to write a script for a product that was not his own, right? How powerful that really is. Now follow me with this...

 

The pattern that he has to go through is pretty fascinating, he has to put himself in the shoes of Russell. “How would I sell this if it was mine to sell? How would I sell this if it was something that I bled for to create and bring to life?”

 

We all love our products, we love our businesses, and we'll stay with them for a long time...

 

I got my whiteboard here 'cause I wanna share with you guys a few things 'cause it's the same thing I've had to go through this past little bit here.

 

Funnel Builder Secrets is not my product, but I have to write a script. They're letting me rewrite the script with my stories and my things in it to help sell an offer that is not mine... and so I have to think it through.

 

It's easy to do this when you are selling your own product because your stories tie into certain elements inside of the product; this story relates into why this product's in there, and this story ties into why that product's in there, all right? ...

 

For example; "It was this full amount, price drop, get it today for this amount." - It makes more sense.

 

I don't know if you guys have been watching, but Kaelin Poulin just went, and she rewrote some of the Funnel Hacks webinar doing this exact same thing with her audience. I'm going through this as well, right now.

 

This is a fascinating thing to think through. If you guys have a product, by the way, I wouldn't begin in this manner.

 

So two things here:

 

Let's think about the timeline that Russell Brunson has gone through, along with other massive sellers on the internet, to get to this kind of space now, okay?

 

#1: They figure out the one audience,

 

I got a whiteboard here, they figure out the one audience, the Red Ocean, that would love to see their product.  And they're like, "Sweet check it out! Here's Clickfunnels or whatever, here's this product or that product,” right?

 

They have to write the script for that one singular Red Ocean.

 

Most the time when people write a sales message, or they write anything that has to do with trying' to sell any product, one of the easiest ways to screw it up is to write it for multiple audiences.

 

"Well, you know who could buy it? This person could buy it, and these people could buy it these people could buy it, these people could, could, could, could, could."

 

That's not what you guys have to answer first. The first thing to answer when you're writing a sales script is "Who should buy it? Who is willing and able to spend cash on this? Who is my dream, dream customer?"

 

Not, "this person could" and "these people could" and "that audience over there, they could?"

 

That's the fastest way to, number one, not sell, and number two, to make somewhat of a hellish scenario where you service people that you don't want to - Speaking from experience here, all right? Four or five years ago I totally did that.

 

There's like flakes of chicken all over the place around me, little chicken hairs all over the place.

Anyway, so number one, you gotta think through who the best purchaser for your product is? So think through right now. Clickfunnels has done that. I've done that with my products. I know the best purchaser for my products. Russell knows the best purchaser for his products.

 

For Funnel Builder Secrets, Russell knows the best people for that thing.

 

Let's say we're selling Funnel Builder Secrets - which is what I'm gonna be selling - what I'm doing' for the next few days is just workin' that script, workin' that script, workin' that script, rewriting it.

 

But think about the pathway that Russell went through, the timeline as far as the script goes, the maturity of the script...

 

And I know I'm getting deep here. It's a little deeper than I normally get on this, but think through this with me and follow me for a moment, okay?

 

If I'm gonna sell Funnel Builder Secrets to people to people in the Red Ocean...

 

The first time the script was created, Russell went through, and he figured out the best audience the best fit of buyers for the Funnel Builder Secrets webinar.

 

One of the easiest things we can do now is figure out other "Sub Red Oceans" - that's what I call them. They're Sub Red Oceans - SROs.

 

Sub Red Oceans are people who could accept the script as well.

 

Take the ClickFunnels example; when Russell's selling ClickFunnels on a webinar, (if you guys haven't seen it, it's called Funnel Hacks, you guys can go get free funnels from ClickFunnels at salesfunnelbroker.com and  click on Free Funnels up on the top right - it's an affiliate link of mine, but it gives you a two-week trial and a preview of funnels for your stuff.)

 

Okay, so think about this; if you go to Funnel Hacks and watch the script -  what it's doing is targeting people who are using websites.

 

Remember he threw those rocks at websites: "Websites are dying, websites are crap, you spend ad money on websites, and it's the fastest way not to get any return," right?

 

He is throwing rocks; websites are the Red Ocean.

 

As the script progresses, he knows that's the correct pitch for these people, then he'll start bringing' in other audiences.

 

People are like, "oh you know what, it makes sense, but I don't have a website, but oh man, I'm, I don't know, I'm a coach, I don't know if this works for me in coaching?"And Russell's like, "it works for you, it works for you."

 

Just follow me for a second, I know this is kind of all over the place, just, and we'll go full circle here, you're gonna be like, whoa! I'm hopin' you have like the big whoa moment, okay? Follow me for a second, okay...

 

He's like, "Check it out, it is for coaches." And people are like, "oh, ClickFunnels is really cool, but I don't know if it works for me, I don't know if it works for me, I don't have a website, and I'm not a coach - so I don't know if I can use it? I'm actually in retail." And Russell's like, "oh crap, wait!  It works for retail." And then he goes and he adds that in the script, right?

 

Then he'll add B2B in the script, then, the next thing, and the next thing, next thing, next thing, next thing... Info, MLM, ecom, supplements, bam bam bam. “It works for here, it works here.”

 

Here's the fascinating thing about this; now who told Russell which audiences should be in that script?  The market did - the market told him.

 

It's not like Clickfunnels is over here on the side doin' things like, "hey check it out! This person could, they could, they could, they could, they could."

 

Now the market's going, "oh I'm not gonna buy it because I'm not, I'm not, I'm not, I'm not." And we're like, "but it works for you, wait a second, it works, it works, it works."

 

You let the market tell you what Red Oceans, what markets, what little pockets and Sub Red Oceans of people are great to include inside of the script.

 

Think about what I'm doin' with Funnel Builder Secrets...

This is a little bit of a different-style episode, I just think it'd be kind of cool and valuable to do with you guys, okay?

 

Now that he's got this script completely nailed down for the audiences that keep coming to him and we're like, no it does work for you, that does work, I would use it like this for that, no, you know, and he's got that down now, right? Now that that's down, okay, that has helped create two things here:

 

We know "WHO" we're selling to and we know "WHAT."

 

We know "WHAT" the offer should be. It has been proven, it has been vetted, the market has spoken and said, "Yes, we will give cash for that."

 

So my role is to I come in and be the pitch guy for Funnel Builder Secrets. I don't really change the "What." I actually don't even really change the "Who."

 

I don't change the "What" - I don't change the offer.

 

What I'm doing is I'm changing the stories. I'm not gonna go in and tell potato gun stories. I'm not gonna go in and tell the stories that Russell would normally tell.

 

The audience doesn't know who I am, right? As far as sales psychology goes, there's really two intros in any script.

 

Guys, again, follow me here, I know this is not a normal Sales Funnel Radio episode but stick with me for a moment, okay?

 

There are two intros inside of any sales script. And people screw this up all the time...

 

In the first intro, you gotta answer the question, "What is this? What is Funnel Builder Secrets?"  It's this knee-jerk reaction that people are gonna have to keep them safe. It's a reaction from the part of the brain that keeps people safe, okay? You know, the "croc brain."

 

If you guys ever read the book Pitch Anything, it's a fantastic book to go read - one of my favorites...

 

But first thing we're gonna do is we're going to intro, I gotta intro Funnel Builder Secrets itself, okay?

 

The second thing, (and this is the reason I can't go tell Russell Brunson's stories even though it's Russell Brunson's product), I gotta tell my stories.

 

The second intro is an intro to me. "Okay, okay, you've made me feel safe, you've made me feel okay, I know what Funnel Builder Secrets is now, okay, I have the expectations for what the rest of the script is gonna be." They're not gonna say that, but they're feeling those good, warm fuzzies.... "But who are you?"

 

That's like the second thing they're gonna start feeling  - so I have to intro that.

 

So we're still targeting the same "Whos,"  the market has spoken, the market has said, you know what, I'm a good fit for this. And we're like, "oh cool, we didn't think about that. We'll add that to the script." And so we have a big list of what all these WHOs. "Oh, I'm in retail, B2B, info, supplement, ecom, MLM, Coaching, info product, physical products." Tons of lead gen.

 

Anyway, we know what all the "Whos" are, and the market keeps telling us who the best fit is. Very key.

 

We also know what the best "Whats" are. "First you're gonna get this, and then you're gonna get this, and you're gonna get this, and you're gonna get this."

 

There's a portion of that offer that comes from the market telling us, "You know what? I would buy this main thing up here, I would buy the main product that you're talkin' about, but I just don't how I can X, Y, and Z?"  And we're like, "Oh, cool, okay, let's go add another product they'll get for free that will answer that when they buy the main product." Crazy cool, right?

 

So we have the right "Whats." We got the right "Whos."The thing that I am switching is the stories, okay?

 

I'm still introing the webinar the same kind of way that Russell does it, but  I have to introduce me - so they know who the heck they're listening to -'cause the sales psychology's gonna stop if I don't do that.

 

But I gotta go come up with my new stories. I gotta come up with a story for secret number one, a story for secret number two, a story for secret number three.

 

(If this is completely Greek, if you have no idea what I'm talkin' about, then you have got to go read the book Expert Secrets

 

Those are free sources guys, they're worth more than my entire marketing degree. That's not a joke...

 

I've learned more from those books and more from those resources than my entire degree - which took five years - and I don't use any of it.  I use everything that has to do with those books though, okay? )

 

Anyways, I have to come up with the stories for me - even though it's not my product.

 

One more major point here, and hopefully I haven't spoken too much and gone too crazy here?

 

I remember I was riding my bike home one day from college classes - we didn't have enough money for another car - and frankly, my pride was on the line a little bit.  

 

I had tried at least 10 businesses on my own, and they'd all failed or barely broke even.

 

It was a nice summer day - usually, it was freezing, and I was beating myself up with phrases like "Man, you've been studying this for years, Stephen, what's wrong with you?  It's gotta be you, Stephen, 'cause all these other guys are doin' it - what's wrong with you?"

 

Don't do that beat yourself up - it doesn’t help.

 

… But that day, I was beating' myself up. I was like, "Man, I've been studying like crazy, I know what I'd do in this scenario, I see that guy's business in that scenario, I know what I'd do over there, I know what I'd do over there." And I was like, "but why am I still poor?"

 

It was a big question for me, and I remember that there was this idea that came flying' into my head...

 

First of all, I was like, "Well shoot, I'm not even asking for anybody's cash anywhere, you can't even give me cash anywhere online, so that's dumb, why am I complaining?  There's not even an ability for somebody to be able to pay me."

 

Number two, (and some of you might laugh at this, and some of you guys are gonna be like, "what?") I had never considered that there was a huge, stark difference between marketing and sales.

 

Sales is not marketing. Marketing is not sales. They have very specific different roles - they have very different functions.

 

I had been doing door-to-door sales and telemarketing for the explicit reason of learning sales. That's actually why I did it. I wanted to learn like consciously, that's the reason I chose the door-to-door.

 

I was like, "you know what, I know this is gonna be terrible, it's gonna be hell sometimes, I'm gonna get the door slammed in my face like crazy, I'm gonna go make door-to-door sales," and that's one of the reasons I did it.

 

But riding home that day, I realized, "Crap, marketing isn't sales. I've been studying sales, what the heck is marketing? Like dang, it!”

 

So to just sum it up real fast here, and not make this like a course:

 

Sales are what happens face-to-face. That's what I was doin' door-to-door, that's what I was doin' over the phone, I wasn't face-to-face but you know what I mean, I was with the customer, right?

 

Sales are what happens face-to-face, but marketing is how you get them to your face.

 

This is an area that a lot of people don't study ever.

 

And so, if you think about what I'm doing with the Funnel Builder Secrets webinar right now, you think about how this whole thing works…

 

What I am doing is I am affecting the marketing of Russell Brunson's Funnel Builder Secrets script, but I'm not affecting the sales of Russell Brunson's Funnel Builder Secrets script, okay?

 

Again, one more time, follow me here, let me draw this on the whiteboard.

 

A script, any sales script-  not just a webinar - at the beginning of any script, it’s very marketing driven.  

 

Another way to define marketing is "the act of changing somebody's beliefs for the intent of a purchase to happen." You're just changing somebody's beliefs. You're changing the way they see the world, all right?

 

You're educating with the intent to change beliefs in hopes that it leads to a purchase. That's really what marketing is.

 

Sales, sales is just reasons to act now, okay? "Here's what you're gonna get - 50% off - Price goes up at midnight."Countdown clocks here!” Those are all sales tactics, but they're not necessarily marketing tactics.

 

A marketing tactic has everything to do with the actual stories that you tell, it's the way that you break and you build someone's belief patterns.

 

So my task for this webinar, which I've been incredibly honored to do...

 

I'm excited guys, I get to do it with these massive people in their audiences and close them, right, and do the webinar for that person in Russell's name, right?

 

I'm hopin' in the future it turns into some traveling and doin' it on stages, that would be really fun, anyway, that'd be really cool - 'cause Russell is the CEO of a major company so he can't really do all the stuff anymore, right?

 

So think about this, any sales script is really broken into two major pieces... there are more pieces, but there are two major pieces... The biggest thing that's happening at the beginning is marketing.

 

I'm tellin' stories with the intent to change your beliefs,  and the way you see the world, to help you understand that you're not seeing the world the way it really is.

 

For example:

 

"Oh man, don't use a website. Last time I used a website blah blah blah blah blah blah..., and it was a terrible result, and this guy said the same blah blah blah blah blah blah, blah."

 

I start changing' the way you see the world:

 

"Oh, I always thought websites were the bee's knees, and the cat's meow - baby, like websites are everything."

 

And suddenly, they're like, "Oh crap, this guy says they're not, what's the answer?" Then Sales swoops in... Does that make sense?

 

So I'm gonna tell marketing stories, and that's what's gonna happen at the beginning of the script for the first half or maybe more - when you think about the timeline of a script going' on the first half is marketing.

 

Then somewhere down the road, we flip into sales mode. Then I start talkin' about the offer.

 

I start talking about logical reasons to purchase now. I start talkin' about what you're gonna get when you act now.  I start talkin' about what will happen if you don't buy now.

 

I begin answering objections. "I don't have money." Well I'm gonna answer that objection. "I don't have this." Well I'm gonna answer this objection. At the end, I'm using some closes, "Go buy - Go to this URL - Open up in the tab - Go here!"

 

I feel like I keep saying this over and over in all these other subgroups I'm in, but I've never mentioned it on my podcast - that's why we're diving' into this.

 

I know it's a little bit deeper, and a little bit more tactical than I usually go on this show, but I just hope it helps.

 

When I look at a script, there are two major phases, so what my role in this webinar is,  I'm not actually adapting or changing Russell's offer at all, right?

 

Dana Derricks didn't change Russell's offer at all - it's still Clickfunnels, right?

However, the lever that you can change, the lever that you can adapt when you are not in control of the actual product is marketing. You can control the stories. Those are levers you can pull.

 

The actual offer is over on this side, all right? I'm not touching it, I'm not gonna change it.

 

I'm not gonna pull out the different products or put them back in. Why would I change that? It's an amazing offer. I can't even compete with the things that are in that offer - it's incredible, absolutely incredible! Why would I ever touch it? That's not what I'm touching.

 

The thing that a lot of affiliates do, and even JVs, is they'll be like, "But what uh, uh???" and they stress out, they're like, "How do I sell this offer?"

 

Don't worry about the offer! The offer's already sexy. It's up to its creator to make the offer amazing, absolutely attractive and absolutely incredible.

 

The place that you go and you spend all of your time in is this marketing. What are the stories that you can tell that will break and rebuild beliefs?

 

What's the stance you can take? What attractive character attributes can you take on?

 

The stance I'm taking is very much that of a reporter. It's Funnel Builder Secrets and I was the lead funnel builder at ClickFunnels for a little while, right? I was Russell's funnel builder, and that means I should probably be able to sell Funnel Builder Secrets quite well.

 

I'm gonna go through and adapt the stories. It's gonna be fascinating.

 

There's not gonna be a potato gun story in one of his scripts - so that’s gonna be really weird ;-)

 

Anyways I'm really, really excited!

 

So just know when you don't control the offer, it's more about the stories you're gonna tell in the beginning.

 

It's more about the pre-frames, before they see the offer.

 

You're not gonna touch the offer, don't try and, don't even worry about the offer.

 

If someone's like, will you promote my thing, and their offer is not drop dead sexy, don't spend the time comin' up with the stories.

 

Your job is to break and rebuild the beliefs that they have about what's possible so that when they see the offer, they're like, "Oh my gosh, that's a new vehicle. That's a new opportunity for the desire I have. That's a new way for me to get what I've been goin' for all along."

 

What bridges that gap is the stories that you tell.

 

So I'm going in and creating all the stories that could break beliefs. I'm pre-thinking the beliefs that I'm gonna be breaking - so I can match my stories to them, and tell them in a way that causes the epiphany in their head - "Wow, I gotta get this offer!"

 

So anyways, I just thought that'd be kind of a neat episode.

 

I know this is a little bit different style, and it made me think of Dana Derricks with the chicken suit. I was like, "Oh yeah, it's like the time Dana came in, and he was selling' Clickfunnels."

 

Clickfunnels isn't his, but he was still adapting and helping to write the scripts. Fascinating!

 

So, anyways, we got a chicken suit on auction... if you guys want it, bids start at a million buck.  

 

All right guys, we'll talk to you later.

 

If you guys have enjoyed this please, please, please share this, please, please, please go tell iTunes Zeros & Ones with the review, how awesome this has been.

 

Please go review it, it really means a lot to me, and I've spent a lot of time putting these things together for you and I just hope that it helps break and rebuild your beliefs on how you can build a successful sales funnel.

 

Guys thanks so much, talk to you later, bye. Oh, thanks for listening. Hey 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.

What's going on everyone? It's Steve Larson, and this is Sales Funnel Radio! And today, we are gonna talk about webinars.

 

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 Larson and welcome to Sales Funnel Radio.

 

What's up guys, hey, okay first of all... I know I got a rubber fish in my hand. We'll get to that in a second... this is called a hook ;-)

 

Hey, I’m tired of the question, and I think this has been a bit of scare that has happened across the internet, as you guys know, (or if you haven't known), Google Chrome no longer allows auto-playing videos on page load.

 

What that means is that for everyone who's like, "Hey are auto webinars dead?" I wanna address that question today, 'cause I'm getting it from a lot of my personal students, for coaching that I get from other people that I fulfill on - I get it a lot of places. I even see other gurus saying things like "Hey, webinars might be dying."

 

Let's talk about this, okay...

 

So two things here:

 

#1: the answer's "no!"

 

#2: I actually wanna drop in and I screenshotted my stats from our webinar over the last month. I grabbed it from the last month - simply so you can see what's been going on for us because the Chrome update has been out longer than a month.

 

So what I'm gonna do is share with you guys.

 

We just barely turned on ads for this funnel, we re-turned them on three weeks ago.

 

Now if you don't know, I have several strategies for how I get traffic inside that funnel:

 

The first way I get traffic is, I do a lot of Dream 100 stuff and that's actually where this fish is coming in - we've got 100 of these, it's a full-size fish, a full-size trout and we're shipping them out to people in the next two weeks or three weeks.

 

What we're gonna do is we're inviting them to “fish-slap the crap out of the old ways!” Ha-ha get it? It's talkable, it's not expensive. Please do Dream 100. Anyway, so Dream 100, that's the first way.

 

The second way is with affiliates. I treat Dream 100 and affiliate stuff in two separate strategies - they are not the same strategies.

 

With Dream 100, they're existing influencers, they have big lists already, right.  I go in, and I'm like "let's do a joint venture together, I'll split 50/50 with you."

 

With affiliates, they may not have a big list yet, but they're willing to go promote, they're willing to push it out there, right, and I give them a percentage for going out and selling.

 

To get the affiliate thing off the ground, I launched a program recently called affiliate outrage. It is a free program that teaches people how to make money as an affiliate, selling anybody's products, but all the examples I use in the training are for my products - so hopefully inadvertently they actually go and start promoting my products.

 

I had about 15 or 16 other massive, massive experts come in and teach courses that were for free -  normally you'd have to pay tens of thousands of dollars for this.

 

For our Dream 100 strategy and we had like 20 or 30 people reach out to us a few weeks back and we've got our JVs setting up. We're doing all that now - it's a lot of fun.

 

We also have the affiliate traffic, that's coming in.

 

The third way I do it is publishing; I have a podcast show dedicated to my major products.

 

So there's a podcast show for this very webinar funnel that I'm gonna share with you guys right now.

 

Then number four is ads.

 

Do you see how many things I went through before I got to ads!

 

Ads are usually the thing that people run into first. I'm not saying not to - I'm just saying there are other ways to do it, okay.

 

So what I'm gonna do is go in and show you guys exactly what we've been doing - and when I say "show," I mean I'm gonna talk about it.

 

For those of you guys who are in iTunes right now, just know that I'm holding a 12-inch massive rubber fish!

 

For those of you guys on youtube, you guys can see it.

 

Anyway, awesome stuff okay.

 

I have my phone here, I just took a picture of my screen about three minutes ago before I started this, and these are the actual live stats. Here's the thing you have to understand about webinars right now; "yes, chrome shut down the auto video playing thing," but did they really?

 

The answer is "no," okay! That's gonna be maybe controversial depending on who you ask, but the reason for my answer is:

 

In Clickfunnels there is a feature in the native video element where I can still have the video autoplay - I just can't have the sound autoplay.  So the page can load and start playing the video - all they did was put a film over top of it that says, "Turns On The Sound."

 

So I still have audio playing videos in my webinar funnel. My auto webinar funnel is still autoplaying - you just click "Yes" when it asks "Would you like to autoplay?" If you block pause - the video starts playing on page load -   they can't pause it.

 

However, what we've done is change the text on the film they've put on top of the video. The film is kind of dark and slightly transparent, so they can see the video playing in the background, but I have the text say, "Click to join live session in progress."

 

When they click- the sound turns on and the film goes away, and it picks up right from where it is right there. So if they don't click, they're not seeing it from the beginning of the webinar - which is awesome.

 

I've actually been using it to my advantage; I put things on the actual page that say, "Hurry! Click above to join session in progress."  I have an arrow down below saying the exact same thing. I pre-frame.

 

You can also pre-frame in the confirmation email, you can pre-frame them in the actual page ahead of time by saying, "look, you're gonna join a session that's actually going live, you're gonna join a session that's starting right in the next few minutes - it will autoplay."

 

I don't know what the big scare has been about because we're still doing it and it's been awesome.

 

So let me share with you guys actual stats, that sound good?

 

I might offend a few people when I say that sort of thing, 'cause they're like "Ah, but it's not true autoplay." WHATEVER! I actually like it. It's a micro-engagement before they actually go and actually watch it. It's been amazing actually.

 

I've actually really enjoyed this whole feature. We're actually using it to our advantage. I'm not gonna fight it, "let's just go with the flow and use it to our advantage." Instead of fighting it, there are these little micro-engagements before the page loads.

 

I'm like, "Hey, once you get in there make sure you click soon because it will be playing and you wanna be able to turn your sound on and make sure everything's set up."

 

It's just one extra step of micro-engagement, and we seem to have more attentive attendees.

 

Alright so I got my stats here. I'm gonna walk through my stats real quick. This is from June 21st through July 23rd, 2018, so just over a month starting from today just about a month in the history.

 

We have about $3.35 earnings per click. Not bad! Remember that we turned ads back on about three weeks ago.

 

Let me run through our page in the last month:

 

The registration page has 1798  unique page views. 1800 people have seen that page uniquely in the last month.

 

63% have opted in. A 63% opt-in rate on an auto webinar funnel, you guys, I can barely even get that on a live webinar funnel!

 

Usually, when you go from live webinars to auto webinars, you get a drop in conversion rates. Mine went up!

 

We also are selling it harder, we've put a whole bunch of testimonials on it recently, and it's just really boosted a bunch of stuff.

 

Anyway, so 63% opt in rate, that's pretty huge.

 

So 1100 people have opted in. For those of you guys again who are listening I'm looking on my phone right now. So we're just reading the stats right here.

 

A 63% opt-in rate, that's ridiculous! From that, we have on the auto webinar funnel - I get about an 8% purchase rate.

 

So from those who actually register, there's a drop off from those who register. Right after they register, they get sent to a self-liquidating offer, and that's actually selling quite well.

 

Only 10% of people actually see it. It's a little over 10%, maybe like 15%, about 15% of the people actually see the self-liquidating offer, actually click over to the actual order page, but it's a 35% purchase rate.

 

It's pretty crazy, so overall when compared with the other, it's maybe more like 10% purchase rate from the actual traffic coming on in, which is pretty great for a self-liquidating offer.

 

If you guys don't know what that is, it's self-liquidating, meaning, we have spent about $2000 in ads, just testing stuff - we're turning things back on slowly.

 

We spent about two grand in ads in the last month, we have made about $1700 in sales on that self-liquidating offer. So we are literally right now just about breaking even on all of our ads spent for that funnel. That's crazy, okay, that's crazy.

 

We don't have all of the targeting ads turned on. We haven't even really started making new ads. I mean these are all great signs of a fantastic webinar, it's been awesome, and we had great successes with them too.

 

I've loaded just tons of awesome case studies and testimonials from that product just in the last like three weeks, and that's really helped a lot as well, anyway.

 

So again, we only turned ads on about three weeks ago, so this is over the last, so for about a week there, there was not much going on in that funnel for I don't know, like a month.

 

There was lots of other stuff that was going on;  I was building, putting things together.

 

We had 17 sales from $2000 in ad spend, but that ad spend was also liquidated; so we're putting a dollar in ads, guys, and we're getting three or four back out. It's more like, the four, yeah, about four dollars back out, but we're also liquidating on the dollar, almost. Isn't that crazy!

 

Remember we're keeping it tiny, this is not like huge, overall, the funnel's done about 19 grand in sales. And the average cart value is...

 

We're getting another $114 per purchase because of the self-liquidating offer. Which means for about every two people who buy the self-liquidating offer, one of those people, or the third one, is buying the actual full program. That's nuts!

 

Anyway, so are webinars dead?

 

Oh my gosh, let me just take this fish and just help you guys. "No! They are not dead, let me fish slap the crap out of that belief."

 

People are like, "Webinars are dead, they're dying, "do you think it's gonna happen?" No I don't, I don't think they're gonna die. I think you're gonna have to adapt.

 

I think you'll have to add one extra little step here and there, but I actually think it gets a better purchaser.

 

What I've been noticing is that the people coming in are buying. They've taken one extra little micro-commitment before they actually see the webinar, and they're actually better buyers, and it's been awesome. So none of this has been a detriment to us.

 

At first I was freaking out too, I was right along with everyone else. I was like, "but you know what, maybe..." And so we started looking at it, and so yes, we have auto webinars running to Facebook ads.

 

Again we got the Dream 100 stuff going, which we're about to do a ton of joint venture webinars with people on this product.

 

Affiliate outrage, that's going awesome, and that really hasn't even started turning on yet, as the time of me filming. Meaning, about the first week of that program, I just teach people how to set stuff up and kinda get things running inside their accounts to get things going, and then we get into actual promo strategies.

 

So as the time of me filming, that part has not actually turned on yet, so affiliate's not even touching it yet.

 

I also publish like an animal which has helped tremendously - a lot of buyers come from that.

 

And then we have the ads we've got running.

 

Those are like my four major traffic strategies that I just always fill slots in for them.

 

So hopefully that's helpful, so that's some of our stats. So we're still doing great on the opt-ins, still doing great on the purchases.

 

On a live webinar funnel, you're doing pretty good if you get a 25% show up rate to the webinar.

 

On an auto webinar funnel, because it's starting in the next ten minutes, right, the actual show up rate is significantly higher. We have about a 50% show up rate, which is awesome.

 

And then several people come back in for the actual webinar replay, and that's where a lot of purchases come through as well, so anyway we're doing a lot of little cool things like that.

 

I just wanted to show you guys and walk through that a little bit, and answer that question 'cause my strong opinion is absolutely not, they're actually not dying, but it does mean that you as a marketer, just add one extra little step in there.

 

It's already native to Clickfunnels. Just go turn on the button, okay. That's all you gotta do. Maybe go inside the actual email or the first page, registration page and say, "make sure you check your sound, click to turn on your sound so you can actually hear the session in progress," you know stuff like that, that's totally fine.

 

Another thing that's really helped a lot; we just put in this really cool chat element so people can chat with cool people that are in there. We're adding in live closers to the thing. Things that we'd do anyway, regardless if Chrome stopped it or not.

 

So it's my strong opinion that the answer to this question is, "Absolutely Not! Webinars are NOT dying!"

 

If you think they are, at least take the webinar script and use it in other places.

 

We're taking that webinar script, one of the things we're gonna be doing here in the next month is grab the webinar script and repurpose it.

 

I don't always wanna buy through a webinar. Personally, I don't like always buying through webinars. I actually like buying through a product launch funnel - that's one of my favorite ways to purchase something on the internet... or I just go to the order page and buy it.

 

If I know it's a great product, I'm just gonna buy it. I've done that many times. Some of you guys have done that with my stuff as well.

 

So webinar, right that's one way, product launch funnel, same script, different delivery.

 

I can take that same script, and I can go and make it a blog post.

 

I can make that same script into an audio program and have people listen to it.

 

Dean Holland actually takes his webinar script, and he turns it into a free plus shipping book. That script is gold!

 

So if someone's like, "ah, webinars, they're dying!" First of all, "no, I don't agree with that at all."

 

Number two, figure out other ways to deliver that exact same script - it doesn't have to go through a funnel. The funnel isn't the script. Does that make sense?

 

The funnel's not the reason that they do the buying. The funnel does the closing on the actual internet. So just deliver the same material differently. That's one of the things we're doing.

 

I'm very cognizant of the fact that there's a lot of people who will buy through webinar, but then you take the same script and just repurpose that crap.

 

Go around and put it in other places. Understand that there are other ways people prefer to purchase.

 

So, are webinars dying? No! First of all, number two, just take the same thing and blast it all over the place. I am super passionate about this. “Whoa, Papa Larsen's coming out a little bit here!”

 

You can take the webinar script on stage. Every time I've done that thing on stage we make money, and we close fantastically well - usually like, anywhere 20-30% of the room, which is pretty average, depending on the room, 'cause some people in the room are kinda crazy.

 

But most of the time I can usually close 20-35, 25-30%, it's in that range whenever I get on stage with it.

 

Russell Brunson usually does 40-50%! He closes half that room, baby. We'll get there soon.

 

So those are my answers to that:

 

#1: Webinars are not dying

#2: If you really feel that way, just start taking the same script and deliver it in different ways.

 

Don’t blame Google Chrome.

 

Google Chrome is not gonna stand in the way of me delivering my sales message to people who do actually want to purchase my products. So take that thing and just repurpose it.

 

Hey guys, hopefully that's helpful. Again this is my invitation to “fish slap the crap out of that question and move forward with confidence.”

 

It’s my opinion from my own results on just one of our webinars. We have a second one launching here soon for another product.

 

They're doing fantastic, so I don't know what the big scare has been.

 

So anyway, that's my answer. Maybe it's a little spicy for some people, but whatever ... Those are our stats - those are our numbers. We've been making money.

 

Alright guys, thanks so much, I'll talk to you guys later.

 

If you guys have enjoyed this, please share it, comment, tell me if you agree, and I'll see you guys in the next episode, bye.

 

Aw yeah! Hey, wish you could geek out with other real funnel builders, and even ask questions while I build funnels live?

 

Wish granted! Watch and learn funnel building as I document my process in my funnel strategy group. It's FREE - just go to thescienceofselling.online and join now

 Boom! What's going on everyone? It's Steve Larsen.

 

This is Sales Funnel Radio, and today we're going to talk about some easy add-ons you can put to your products.

 

I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine-to-five to take the plunge and build my million-dollar business.

 

The real question is, how will I do it without VC funding or debt completely from scratch? This podcast is here to give you the answer.

 

Join me, and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels.

 

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

 

What's up, guys? Hey, I don't know if you're like me, but my favorite part of going to movies a lot of times is the previews ahead of time.

 

I remember we were driving to a movie, and I didn't want to go to it anymore because I knew we would just get there in time for the movie. This might be a little bit weird, but I love watching the previews. I love being sold. I love being sold. Being sold is so fun.

 

There's a guy who came, and he walked through our front door, and he said, "Hey, I wanna give you some pest control ... or carpet cleaning... or this or that." I love the sales process. It's so fun. It's really really cool to see in action.

 

Infomercials, oh my gosh. I can watch infomercials... matter of fact, I have done that many times. I just watch the infomercial for the sake of the infomercial because I don't want to watch whatever show is on. I've done that multiple times. I love the act of selling.

 

In infomercials, though, you guys have seen, back, I don't know, several years ago, I would watch (definitely like six, seven, even eight years ago), I would watch these infomercials, and even just in general, you'd see these products that people would come out with. And you'd see these infomercial guys like, "You're gonna get this... and it's the CD set."

 

And it's all these CDs. It's this course laid out in all these CDs, like 12 CDs. Now, spacing-wise, it could easily fit on one CD, but they know it looks bigger if it's on 12 so, "You're gonna get this 12-CD set!"

 

And you're like, "Wow, that's crazy cool!" "You're also gonna get this workbook over here." "Wow, that's cool." "You're also gonna get the personal book "from the author as well, from the creator of the course. "They've also authored a book. "We're gonna give you that book." "Wow, that's cool!" "You're also gonna get this checklist." "Wow, that's cool." Right, and they're masters at creating offers.

 

And even when it's like the ShamWow guy, right, I don't remember his name. ShamWow guy, right, "If you act in the next 15 minutes, "we're gonna give you two ShamWows for the price of one." What! "We're also gonna throw in four mini ones "in case you're ever in the car." What!

 

Right, they're building an offer. That's an offer. The infomercial people are experts at creating these offers, and that's exactly what we do on the internet. We create these offers and put them all together.

 

Well, my perception of what it took to create a product was like way up here. I mean, it was so big because I would see these guys. You know, and I'd see these guys, and they'd be creating, "You're gonna get this CD set. "You're gonna get the workbook. "You're gonna get the transcriptions. "You're gonna get this and this and this." And it was like, "Wow! "Gurus are telling me to go and actually create."

 

(My phone's going off over there. No, alright. Sorry about that.)... But it was my perception that I would have to go and create these massive massive products. And it ended up becoming a block to me, right.

 

I'd be like, "Man, these gurus, "they're saying the only way for me to get out there and actually go create success with this stuff" is for me to go and make, "I gotta have this CD course set. I gotta have the workbook. I gotta have this, I gotta have this, I gotta have this or this."

 

If I'm doing some supplement, "I gotta be able to give this away. "And a workbook from," let's say it's a weight loss thing. "I gotta go interview these people, "and I gotta become an expert on weight loss. "And give them that workbook as well. "Plus the supplements, plus the formulator, "plus put together the packaging and the branding "and how much it's gonna fulfill. "And the shipping, right."

 

My perception of what it took to actually create a product, and especially an add-on, was through the roof. It was crazy. It was through the roof. It was so challenging because these guys were so good at it that it actually ended up becoming a barrier, and I started believing that I needed to do it like that in order for me to actually become successful and build my own product. And so for the first few products that I put out, it was like that.

 

I would go months, guys, months and months of time putting little info products together, then like a little CD, and a free plus shipping thing with something physical. And that's how I would build out these products. And I still do that, but there's some hacks to it.

 

I wanna let you know that that's not always the case though. If you go look at what these guys are experts at, they're experts at creating offers and products.

 

So what I wanted to go through with you guys today, (I've got my phone here which is why my computer rang. I've got my phone here. And I'm putting it on airplane mode so nothing else pops in.) I started writing down a list of really easy ways for you to create add-ons, okay?

 

So let's say that your main product, let's say you got a supplement. And you might put a little add-on on there. Maybe you can use it as an upsell or, "Hey, it just comes with it naturally anyway." And these are things that you could do to increase the perceived value of the product without you spending inordinate amounts of time going out and building out literally an entire additional product. Does that make sense?

 

Okay, what we're doing here is we're toying with the perceived value of offers of products by tossing in a few of these really simple ways.

 

Now, for those of you that are in the Two Comma Club X Program, there are huge lists of ways to create products quickly in there, right, which is awesome. Product Secrets is amazing. But I want to be able to share just a few of the things that I personally do, that are on that list also, that I like to use to very quickly increase the perceived value of the primary thing I'm trying to sell.

 

For example, I have a product that I launched the beginning of this year called Secret MLM Hacks, right? And it sells in the MLM space, and it's doing awesome. It's amazing. But there are a few things I added in there that I knew would increase perceived value. I added in a workbook...

 

Here's the issue with info products. I love info products. You guys know why I'm in the info product game. The issue with it, though, is that people know as the perception like even though it took this guy for freaking ever to create this thing, for him to fulfill it to me he literally does nothing, you know what I mean? Meaning there's an email with the login link. Even though there's a lot of time that went into that. The perceived value of info products can a lot of times be low for that very reason.

 

The perceived value of something that's physical is a lot higher. You don't have a lot of sales copy next to Amazon products.

 

If you look on Amazon, what's the sales copy on an Amazon product? There's no sales copy. There's like bullet points. Here's what it is. Here's how much it is. Here are the questions people ask. There are the answers. Boom, buy it.

 

There's not a sales letter. There's hardly even testimonials on things like Amazon products. Why? It's because I'm gonna be able to feel it. I can future pace myself of what it's gonna be like when that thing shows up.

 

It's in the box. It's coming to my house. Think of the day, imagine the day. It's coming straight to the front door. I'm gonna run to that front door. I'm gonna grab that box, open it on up, bam, wow. I get to hold it, right? All that future pacing goes on post-purchase. There's not a lot of future pacing that goes on in like an info product. So what I do is then combine them?

 

So a few of these strategies I'm gonna share with you are:

 

#1: The info product, which I love 'cause of the high margins, combined with something physical.

 

#2: Events, there's high perceived value in events. I'm gonna book time out of my schedule. I'm gonna set up flights and a hotel and what I'm gonna eat. I'm gonna check with loved ones and friends and family. I'm gonna let them know, "Look, I'm gone, I'm gone." There's a lot of high perceived value inside of an event because of the mere time it takes to put together the event and just you attending.

 

What I am trying to do is I want to show you guys a few cool ways and things to do that'll help you increase perceived value of whatever it is that you're selling out there, okay?

 

So think about this, say I've got my product here, a really cool strategy is, let's say you're selling a book, or you've got, again, a supplement or something like that. Let's say you're gonna do a little event, an afternoon event or a weekend event or something like that, a free ticket to that event included in the product before it, massive value added, massive value.

 

Let's say there's gonna be a $200 little mastermind you're gonna toss or something like that. Putting in a free ticket to that is huge.

 

Filling events is hard. That's like probably one of the hardest things to do. Filling events, that's not easy. People that can put 3000 people in a room, that is not easy to do.

 

You think of Click Funnels, their last event Funnel Hacking Live was like 3500 people or something like that. They have 60 thousand users, and 3000 people came. Isn't that interesting?

 

60 thousand active monthly users, and that number's going up all the time. At the time of recording this, though, it's like 65 ish or something, alright? And 3500 came. Like, get real on how hard it is to fill up events.

 

So a good way to start filling up that event where people can see your upsells, people can see and start hearing more about you is by merely tossing in a ticket in that product ahead of time. That's one way.

 

Let me get back to my notes here.

 

#3: One of my favorite strategies which was barely tossed out, was the course on how I made the very thing that they're buying. Anyway, just super cool.

 

Think about this: so if you're an author, back to the author thing, how cool would it be if you were to share as you're actually making the book, as you're writing the book, or putting together the notes or whatever, like the actual notes that you're using, the original outline.

 

"This is when I wrote this piece. "This is when I wrote this piece. "This is why that piece comes before that part. "This is why this piece comes before that part." Like, crazy. The value-add that is inside of the book is crazy. "Oh, by the way, here's the book, "but also here's how I wrote the book."

 

"Here's the supplement, "but here's how I created the supplement "and why it has what it has in it." I don't know half the crap that's in a supplement. It would be awesome if someone was to tell me that. I don't know what someone went through to create a software. That would be awesome. And all it does is help create more true believers for your actual product itself...

 

Since you're already doing it, just document it. It's a very easy way for you to add a lot of perceived value to the thing.

 

#4: One of my favorites is to just get a whole bunch of experts. Again, back to the book thing. Let's say you have a book that's in a topic of how to lay bricks. I would go, and I'd find the top masons. The top people who are masonry's, I mean. And I would go out, and I would grab the top people who are the top bricklayers on the planet, and I would go in and I would interview those guys. And I would include that series inside of my book called, How to Lay a Brick. Crazy example, just trying to go crazy so you understand just how easy this is.

 

It doesn't matter what you're selling. It's the principle behind it.

 

If you're gonna go in, you're making a supplement, and it's about weight loss, man, go interview a whole crapload of people. It doesn't take a lot of time. It really doesn't. Make it 20-minute interviews.

 

Go list out 10 people. Get that, and package it all together. Give that away for free with the actual supplement. That's crazy. Really easy add-on. You're not making it. They're saying the stuff. You're literally just compiling, which is pretty awesome.

 

#5:  One of the other ways, (I currently do this in several of my products,) I like to create welcome packages.

 

So if I'm selling something that's info, a welcome package could include something like a manifesto. It could include some stickers. It could include a workbook. It could include my personal notes, like as if I'm going through the course myself, me writing it out in the workbook. So a copy of how I would fill out the workbook. Anyway, does that make sense? A t-shirt, getting their shirt size and sending that with them. A welcome package with stuff like that. Those are super easy add-ons you can toss in as well.

 

#6: Next one here, let's say that you a not an expert in what you do yet, or you wouldn't consider yourself to be. Let's say the market doesn't consider you to be an expert. That's totally fine. What's very easy to do, and actually it's one of the things, on my very very very first info product.

 

I read the book, Dot Com Secrets by Russell. And I went through and I watched a few more videos and trainings that he did on that stuff, and then I literally got a whole bunch of people together and I taught what I learned for like two or three hours and recorded it. And that became my first info product.

 

#7: A checklist on how to do what the guru is teaching about, super easy to do as well. If you're already a geek about what it is that you're selling, that's really easy to do. You're gonna find some person who you geek-out about and go to that person's audience and say, "Hey, that person's audience, "you want a checklist on how to apply "what you're learning from this guy?" Huge value-add. Huge value-add. And you couple that with something you're already selling, that's a massive way to do it as well.

 

#8: Compiling other people's content. What's cool about YouTube, guys, YouTube is public domain. It means there's been times where one of my Live Funnel Builds, one of the cool membership area strategies I like to use.

 

Let's say that you have a product. Let's say you're selling fishing rods.

I'm just trying to use random crap so that you know how easy it is to do this.

 

Let's say you sell fishing rods. You're a fly fisherman. You sell fishing rods…

 

The fear that people have when I say, "Get into an info product kind of thing," is they think, "That means I have to get a camera. And I've gotta get some weird backdrop. And what am I gonna say? And do I know how to talk that long?"

 

There's all this fear, fear, fear, fear, fear, fear. "Heck no, heck no there's absolutely "no way I'm gonna do that." And they start backpedaling like, "No, I'm not gonna do that!"

 

Here's an easy fix for it:

 

When you put something on YouTube, and it's marked as Public, don't do this for unlisted videos 'cause that's stealing. But when you press Public, and you push that thing out there, that's public domain. I have grabbed the URLs. So I would go out, and let's say I'm a fly fisherman, and I sell fishing rods and fishing equipment, I would go find content that some person with a massive audience, multiple people, people with huge audiences inside the fishing space, I would go in and I would grab a lot of their stuff off of YouTube.

 

I wouldn't download it. I would literally just take the URL and put it in a members area. "Hey, with this book, with the fishing rod… with this fishing rod, we're gonna send it out to you, we're also gonna give you a FREE account to the members area that's gonna have the experts teach you how to use it correctly."

 

You didn't make the content. You just compiled content from existing experts. Does that make sense? Super easy value-add. Content's already existing.

 

That's part of what I'm trying to help people understand with this. Most of the time the content is already out there.

 

If it's marked as Public, don't steal it, but if it's marked as Public and it's on YouTube, grab that URL, put it inside a member's area, and give away a free account. It already was free. Give away a free account. They're still gonna get the views on their thing. And that's a fantastic strategy. That works super well.

 

#9: One of my favorites is to give away group coaching sessions.

 

So let's say that I'm gonna do, let's say I'm selling events. Or let's say that my primary business is masterminds. I'm going to give away a free group coaching session after the event to make sure you apply what it is that you learned. That's a huge value-add, right? There's a lot of value associated with time. And if I'm giving away my time, now, I would not give away one on one time. That's why I do a group coaching session. I'm gonna do a group coaching session, and I've tossed that inside of my offers many times. Actually in that very scenario, for masterminds.

 

If I'm selling a product at a mastermind, a group coaching session, that's an awesome way to add more value into what you're doing. Anyway, that's a huge one. Or let's say you do an info product, "Guys, I don't want you to be lost on the info product. "If you have any questions or whatever, "I do a coaching session two times a month, "on this day and on this day. "Here you go. Come on in, and sign on in, and this'll get you off the ground. We want to get your questions answered."

 

People want that hand-holding feeling. They want the blanket of security. "Everything's going to be okay."

 

Anyway, so that's my small little list. And I made that really really fast. And the principle that I'm trying to put in people's brains here is check that all the ways you can increase perceived value with easy add-ons.

 

RECAP:

 

> So like, an event ticket, does that cost you anything else to fulfill? No, you're gonna do the event anyway. So if you are doing an event anyway, just put in a free ticket for that person, and it's way easier to fill up that event.

 

And in events, you change the selling environment, so usually that's where a lot of upsells happen too.

 

> A course on how you made the thing. It literally is just you recording you doing your thing and including it in the product. The very thing that you're making. That's huge. I sell a lot of stuff that way.

 

> Doing expert seminar, kind of, interviews. Going in and grabbing a whole bunch of experts if you're not an expert yet and compiling that. That's very easy.

 

> Welcome package, that's a fantastic one. I use that one right now also. Manifestos, t-shirts, workbooks, all that stuff, so that's something physical paired with info. That works super well for retail and B2B. That's awesome.

 

> Checklists to use, like, "Hey, here's how to apply what that expert was teaching." That's a great strategy.

 

> Compiling things from YouTube and public domain, that's super easy. Go in and literally type in your keyword plus public domain. You'll find a whole bunch of free content on the internet. It's public domain, meaning you can grab it. That's what public domain means. That's an awesome one. That's an awesome one.

 

> Group coaching, that's awesome. I would not do one on one, but group coaching.

 

Anyway, so hopefully this has been a cool episode for you. I just want to walk through a few ways to do it.

 

And that's the principle. If you spend a ton of time and energy getting in and actually building the cool thing but really easy ways to increase perceived value so you're not competing on price is by coupling in a few add-ons like this. It's not hard.

 

Most of them you can just automate and do one time. And then you can sell at what it's really worth rather than competing on price.

 

Alright guys, hopefully this has been helpful to you. If it has been, please go to iTunes and rate and review it. That would mean a lot to me.

 

I'll see you guys in the next episode.

 

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

Boom, what's going on everyone. It's Steve Larsen - This is Sales Funnel Radio...

 

And today we're gonna talk about how to acquire a mass of qualified customers.

 

I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business.

 

The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer.

 

Join me and follow along as I learn, apply and share marketing strategies to grow my online business. Using only today's best internet sales funnels.

 

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

 

What's up, guys? Hey, today, I'm actually going to toss in another recording from the Science of Selling Online Facebook group.

 

I was reading from a book, showing them strategies from these various books.

 

Not only how to acquire a mass of qualified customers, but when to acquire them.  At what stage in your business it's important to do so and when is it not.

 

When's the best time to actually go try and get a huge amount of customers? There is a time to do that and a time not to.

 

You might be thinking, "Stephen that's stupid, why would you not just want tons of customers?"

 

There's a lot of reasons why you should and why you shouldn't do that.

 

In this episode, I'm actually gonna cut straight over to a Facebook live, but watch carefully because I'm using the very same strategy inside my business right now.

 

I've created the main product for my business, so now that it's there, what front ends do I create to amass a huge list of qualified buyers, not just random people?

 

Anyways hope you enjoy this, we'll cut over to the episode now. Talk to you guys later, bye...

 

What's up. How's it going, everybody? Hope everyone is doing fantastic! I need to be asleep right now but... you know, some nights I just can't get relaxed.

 

Yes, I wear glasses. I've had glasses and contacts since second grade. My eyes are terrible.

 

I barely made it into the army - my eyes are so bad that I'm only a few points away from not being allowed to join... like isn't that funny?

 

So anyway, yes I'm wearing my glasses right now. And I have been jumping on my tramp right there and listening to music and thinking a lot.

 

I don't know why, but every once in a while, I just get in these zones where I just walk around, and I can tell that to everyone I kinda seem like a zombie - you know what I mean?  My head's just spinning going through tons and tons of scenarios; it's fun. I absolutely love it. It’s like a Beautiful Mind, "vroo, vroo" all over the place.

 

I wanted to share a lesson with you guys real quick - because it's actually something that I'm doing right now. It's something that I taught a solid six-seven months ago. And it's interesting; what's happened.

 

*REPLYING TO FB COMMENTS*

“What's up guys, how's it going Ross? "Like your glasses, the real you." "Yeah, yeah, right. I cannot wait to get LASIK...

 

I was at the eye doctor a little while ago, and he told me that I have clinically large eyeballs. I was like, "Oh. It's not like I can do anything about it. Thanks for making me self-conscious for the rest of my life!"

 

I want to share with you guys something that you need to understand.

 

We talk all the time about going at the core of the value ladder, right! That is the place where you start your products.

 

You start your business at the core of the actual value ladder. The reason why is because everything else kind of spiders out from there. What I want to do is - I want to tell you why. I wanna tell you why everything spiders away from the core of the value ladder... it doesn't have to do with creating the back ends.

 

The market's gonna tell you what to do, all that because yes, yes, yes, yes, but another big reason has to do with one of the principals from the book, Ready, Fire, Aim.

 

I was flying back home from speaking at an event in January, and I ended up doing a few Facebook lives in the airport, and one of them was about this very principal right here. It has more to do with the way the cash actually moves inside of the business.

 

A little while ago, a customer was frustrated, and she came up to me, and she said "Hey, do I really need to go create products? Do I really need to go make..." Anyway, she was being whiny.

 

And what I said to her was "Look, a customer is purchased regardless. You will buy a customer whether or not you want to. There's a cost to it."

 

Most of the time when we think of average cart value and cost to acquire,  those are the only two numbers that we really care about in a marketing funnel.

 

However, cost to acquire we typically always assume means money. It actually can mean time as well.

 

So what I want to do real quick is, I want to talk real fast about the realities of what it actually means to acquire a customer. And when it's best to go and... Let me step back.

 

There's a thought; I keep trying to get it out for you guys, so you understand what I'm trying to go for...

 

Somebody was probing me, they're like "Stephen, why has your funnel not hit passed a million bucks already?" And I said, "It's because it's not scalable yet." And they're like, "What do you mean?"

 

There is a podcast episode coming out about this soon. I "out-revenued" the systems in my business. Does that make sense? My revenue was growing faster than the business.

 

This has happened multiple times; I would build a freaking awesome funnel, then we put it out there, we'd launch it:

 

Day #1: They're excited. They're like, "Oh my gosh, this is so cool. Look at all these sales coming in!"

 

Day #2: They're like, "Wow, that's a lot of sales!"

 

Day #3: They're like, "Turn it off, turn it off, you're going to bankrupt us!"

 

I remember the first time that ever happened to me, it was well before I ever worked for ClickFunnels. And this company, I almost bankrupted them.

 

And I was like, "What? That doesn't make any sense?  I've never met anyone ever who wants fewer sales!" I didn't understand what happened until later on when I was working for ClickFunnels.

 

I was sitting next to Russell, doing all this stuff. He and I were building a funnel for FiberFix, and the exact same thing happened. We basically, two and a half, 3x-ed their revenue in a couple days. It was like "BAM!" Really fast. Same story:

 

Day #1: "Wow!"

 

Day #2: "Whoa!"

 

Day #3: "Stop, turn it off, or you were gonna bankrupt us!"

 

I was like that's so weird. And I don't know why but until that time.... I mean, I knew that funnels weren't businesses. A funnel is NOT a business, right? Funnels are not businesses. A funnel is a way to sell stuff, right?

 

I am a master at the funnel building side, however, I know I'm not a master at the building the business side. I've had to learn that stuff as I go along - because my revenue was outpacing my business.

 

So let's go back. Let's think about this; when we think about "cost to acquire," there are multiple costs to acquire:

 

#1: There's a cost to acquire as far as money goes.

 

#2: There's a cost to acquire as far as time goes.

 

If you're not willing to pay ads to acquire a customer, you're gonna pay with your time, right?

 

I'll go do that with my podcasts, right? That's one way I'm purchasing a customer with my time.

 

I don't like doing methods where I have to do the same strategy over and over and over again; meaning, I'm not good as the guy who's like gonna spend time doing the same pitch to tons of people. I'd rather do the pitch one time, and automate it through a funnel to leverage my time that way.

 

#3: There's also a cost to acquire as far as your business goes and the

stress that causes on the actual structure that you've built.

 

If you don't have a structure  - if every single support ticket is different - If you handle a support ticket differently every single time...

 

If you handle a customer complaint differently each time...

 

If every time somebody purchases from you, it's a different scenario every single time...

 

YOU'RE GONNA DIE!

 

That's part of the stuff that I was running into the first three months of this year.

 

I was selling, selling, selling, selling, selling.

 

I did over 200 grand real fast, bam, real quick.  I was kinda the sole operator, and everything slowed down. I was like,"What's happening? Holy crap, a lot more people still want this thing, how come I can't push it forward even harder? How come I can't... "   I had to step back.

 

And while I'm a funnels guy, I needed to become a business systems guy too.

 

And so what I've been doing a lot lately; I’ve been setting up systems that allow my funnel and my revenue to become scalable.

 

We're just about hitting that point right now.

 

We just tested this SLO, it's doing really well. It's converted, last I checked,  around 15%, which is great. That's great for a self-liquidating offer for a webinar. It's good enough anyway - at least to take the edge off. It's going good, going really, really well.

 

What I wanna do real quick is I want to, first of all, put my glasses on, 'cause I really can't see you guys. My vision is that bad. What I wanna do real quick though, is I wanna read to you why this happens.

 

I'm at this phase right now... I wanna show you guys one thing real quick here. I do not regret building it the way I have. I don't believe you're an entrepreneur if you don't go actually create something of value.

 

Like, alright there are business owners, and then there are entrepreneurs. They're not necessarily the same thing.

 

A business owner comes out of college, "Hey, I'm gonna go build a business." They get VC funding to fund the structure that they're putting together. Rather than go create value first to make money to build the structure. Right?

 

I believe an entrepreneur goes and makes value. They get paid for it, and then they use that cash to build the system to let them go sell more. That's what I've been doing.

 

And so, what I'm trying to get at here, what I'm trying to share with you and show, is this phase that I'm entering. I'm really excited.

 

There are a lot of phases all over the place, but the ones I'm talking about today are:

 

#1: Does the market even want what I'm freaking selling? Do they want it?

 

Answer: "Yes" I'm making cash from it. We don't even have ads running right now, and there's still sales - which is awesome. It means it's selling by word of mouth which means there are ravenous buyers and ravenous evangelists. Which is awesome.  

 

So is it selling?  "Yes." Is the market telling me they want it? Yes, they are. Okay. Next phase...

 

#2: Let's turn it up. Boom! "Oh my gosh, my business structure can't handle it."

 

• Too many support tickets

 

• Too many things coming in

 

• I'm the sole operator, "Oh my gosh, I am drowning." I'm now working "in" the business instead of "on it."

 

 

• I need to turn down my revenue and turn up my systems.

 

 

Does that make sense? 'Cause that's what I've been doing. But now that I'm about to enter this other phase, and it's part of the reason why I'm doing Affiliate Outrage.

 

I wanna share with you why I'm steering the ship the way that I am.

 

Is this cool? First of all, I hope this is cool? That's what I mean when I invited you guys to this group... "the deep dark secrets of Stephen's mind."

 

This is the stuff that just rocks through my brain. And I'm just connection, connection, connection...

 

I'm linking together several different books right now, and what I wanna do is read a section here to you guys from Ready, Fire, Aim, and tell you why I'm doing what I'm doing:

 

Anyway, you guys ready? Here come the glasses. I think my vision is like negative 6.5 or something like that. I mean it's REALLY bad. I think it's 7.5 was like the army cut off, and I barely made it. I cannot wait to get LASIK. I will be a life changing event. I mean, I'm serious, I'm so blind.

 

My hand is in focus finally, when it's about right here. Barely, isn't that nuts? Anyway, I'm actually quite blind. And no it's not because of all the computer screens. I started when I was in second grade.

 

This is a section, this is a chapter here from Ready, Fire, Aim. This is on page 118. Fantastic book! If you've not read it, I recommend it completely.

 

1. The first section is dedicated to the systems on the marketing side and even on the business side that you need to put in place to go from zero to a million.

 

1. The second part of the book is one to ten million.

 

1. The next part of the book is ten to a hundred million or fifty million - and then goes beyond that.

 

I've only read the first part, 'cause that's all I care about with this funnel right now. And while I have a 2 Comma Club award, it was with Russell, and I want my own. So that's why I'm documenting my journey along the way.

 

Check this out, pg 118, this is how I read books, and this is the reason why it takes me like three months to read a book if I'm being active about it.

 

Alright, so here it is.  Check this out. Right, where my thumb is”

 

"So although your primary focus should always be on customer service, your quantifiable goal at this stage of an entrepreneur should be to acquire as fast as possible what we call a critical mass of qualified customers.

 

The number of loyal customers you need in order to make all or most all of your subsequent selling transactions profitable."

 

English, what does that mean?

 

Let me read it again real quick, and then we're gonna dive into this.

 

"Although your primary focus should be customer service, you need to acquire as fast as possible a critical mass of qualified customers.

 

The number of people in order to make all of your transactions profitable."

 

Let me keep going here.

 

"Once you have a good number of qualified customers, you'll be in a really good position where almost every new product you come out with will be successful because so many of your existing customers will buy it."

 

Does this make sense? Follow me here. Let me keep going, one more part here.

 

"You need to understand the dynamics of generating long-term profits through the development of large circulation, low-cost products, sold at a loss on marketing by upselling high-end products to this larger base."

 

This is a lotta crap, right, this is a lotta crap. Follow me though. Now, let's go through and let's read my squiggles.

 

Let me flip this around here again, real quick. Here's my squiggles...

 

If you think about this, what this is saying is:

 

#1:  Acquire as many customers as fast as you can. As fast as possible acquire a critical mass of qualified customers.

 

#2:  Once you have a lot of them; every single subsequent transaction will be profitable because so many of the existing customers will buy your upsells. That's saying use freaking funnels.

 

#3:  The way to do that is by producing large circulation, low-cost products that you sell at a loss.

 

Does Russell Brunson actually make that much money by selling his book alone? No, he doesn't. What actually makes it profitable? All the upsells in the back.

 

Here, let me go full circle. Follow me here ...

 

Think about where I am in my business. I know the market wants my product.

 

I've actually completely shifted who I'm selling to.

 

Just recently, in the last two weeks, I realized I'm selling to the wrong person. So I'm redoing a lot of stuff, I'm changing the vernacular, I'm changing ads, I'm changing a lot of stuff, and I'm readjusting and realigning for the right person. "Oh, my gosh, you were here all along."

 

Markets are discovered, they're not created. New markets, blue oceans, purple oceans are discovered.

 

You don't set out and go, "I'm gonna create a brand new niche." It doesn't exist! How can you measure it? You discover niches.

 

I have been discovering this new niche because I'm actively selling inside of it, and the market is telling me how to move.

 

Now that I know that the market wants me to sell it, that product, and I'm like, "oh my gosh, my revenue is outpacing my actual business." so I stopped for a while and fixed the business, and now I'm turning the ads back on. The engines are turning back on again.

 

What I'm really doing now is exactly what Ready, Fire, Aim is teaching. Which is I am creating low cost, low price, high circulation products. Does that make sense? Those are the qualifiers.

 

When you figure out the core of the business, which is what I've done now, the core of the actual business that you have, your role, right,

 

I've gotta a sweet back end product that we're gonna go create here soon, I want my own event. I think it'd be super cool, and I really think it can help a lotta people. So that'd be a lotta fun. The cool back-end product for me is events and consulting.

 

Front-end though, low cost, low priced. So they're low cost to you, they're low priced to the consumer, but they are high circulation.

 

Do you guys know that when somebody buys a book, on average, it gets passed around up to nine times? Nine times! So when you sell a book to somebody, there's a high potential that it actually gets read by nine people.

 

That's the reason why we sell so many books. It's the reason why we do so many FREE + shipping things. So the FREE + shipping CDs, info, information, right? Little knick-knacks here and there, funnel graffiti - stuff like that.

 

It's not to make money, it is to acquire a critical mass of qualified customers. Precisely what Ready, Fire, Aim is talking about. Does that make sense?

 

But the problem is is that most people, before they know what the core of the business is, they start with low cost, low price, high circulation products. That's why I don't usually recommend going into things like e-com right out the get-go.

 

You can do e-com by bundling it with info, and then suddenly you're margins go really high again.

 

So if I now have a critical mass of qualified customers, they're buying everything... The second "yes" is easy, once the first “yes” happens - they're buying a lot of my subsequent products - everything you're coming out with your existing customer base is buying it.

 

A low price, low cost to acquire equals a big customer base for your back-end products. Those are the three categories though. Low cost, low price, high circulation potential. That's really what you're going for at those phases.

 

If I go and I create a critical mass of qualified customers in the middle of my value ladder...

 

I was drawing a value ladder; I was on an airplane, listening to dubstep,  there was caffeine in my system, and I was at 30,000 feet, which usually is when I have all these epiphanies. I need to take more flights ;-)

 

I have a critical mass of qualified customers right there in the middle, so I was looking at this, and I was looking at some of my different numbers. And what I figured out is that for me to hit a thousand buyers at $1,000, right, that's a million bucks, I was working backward...

 

If I have a 15% close rate on live webinars, let's say that's high though, right? I would need to spend somewhere around $166,000 to make a million.

 

Now, my product is worth way more than $1,000. So what I'm doing is I am actually gonna double the price of it, I'm really excited.

 

Actually, no, no, no. It's a different product I'm doubling.

 

I'm gonna raise it $500. And it's because one of the issues that I've been finding is as I narrow it down on what it is I'm actually doing is selling to the wrong person. And the wrong person was coming to me.

 

They would say things like, "What's a funnel?" And I was like "Psh.. oh my gosh, I am probably not your guy to start out with if you don't know what a funnel is, right? Go read some books, go read Dotcom Secrets, Expert Secrets and then come back to me." In fact, that's my recommendation to everyone. Go read:

 

• Launch

 

• Dotcom Secrets

 

• Expert Secrets

 

• Ready, Fire, Aim,

 

These are my go-to books always. They're always on my shelf. Actually they're not on my shelf, they're all around the room, 'cause I reference them so much.

 

Trying to remember what the others are? I just reorganized everything, which means I can't find anything anymore. You guys know what I'm talking about? Anyway, Ask, that's an awesome book.

 

*STEPHEN ANSWERING FB COMMENTS*

 

"Terran, yes. Yep, I am referring to that. MLM Hacks, that's my main webinar right now.

 

I have a second insanely awesome product I just finished building it today. Oh my gosh. Right, 'cause not everyone's an MLM. And I totally get it. And if you don't wanna be, and I still have sick funnels for you. So how do I go serve you guys then? So anyway, so I'm super pumped about it."

 

So that's the whole lesson... 'cause I know one of the things that happens to a lot of entrepreneurs is what I'm talking about right now.

 

They're going out, and they're saying things like, "I'm selling like crazy and then all of a sudden, the sales kinda seem like they slowed down."

 

#1: You probably have ad fatigue.

 

#2:  Did you just sell to your hot market, and the warm really isn't that attracted to it?

 

And I had to figure out a little bit who my real customer was. But then I voluntarily slowed my revenue down. Hard. Hawd, HAWD.

 

Way back, I turned it off - I didn't slow it down - I turned it off. It's been off for a while. And it's because I'm doing this massive overhaul.

 

Here check it out. Alright, check this out. Wrong side, okay, this side of the whiteboard right here. Right, I've been redoing all that. It's a freaking huge funnel now. I didn't start that way. You don't need to start that way. But this is what I've been building.

 

I've just finished the SLO, it's converting like crazy, it's doing fantastic.

 

Next I'll be building out a product launch funnel inside the replay sequence.

 

Then I'll be going in like this awesome, insanely amazing success path, it's 30 days, it's 30 videos showing them after they buy, how to be successful with their purchase.

 

Very key, it's not enough to just sell 'em, you gotta show 'em how to use it and be successful with it, or you're dead in the water. And so, that's how we do it.

 

When I realized like, "Oh my gosh, it's all working," then finally I was like okay, this makes total sense for me to go and let's try and acquire as fast as possible even more qualified customers and buyers. And so what I've been doing.

 

That's one of the major reasons, (cat's outta the bag), for Affiliate Outrage. Now there's nothing paid in there, upfront. But it leads to paid things.

 

All it's doing is widening the net - and it's being really, really open. It's teaching anyone how to be an affiliate for any product.

 

“You guys want the rest of the strategy? ♪ Yeah ♪ Everyone say... ♪ Yeah ♪ You gotta give me the... ♪ Yeah ♪ Like that.”

 

Everyone was making fun of me on the 2 Comma Club coaching stage, 'cause I guess I do a lot of sound effects. I didn't know that.

 

You guys ready for it? 'Kay, check this out, alright. If you listen to my podcast, you know that the only two things on my calendar. The only things on my calendar are events and launch dates.

 

I've got Affiliate Outrage; then I've laced together like six different campaigns that I've seen make that really fast, usually.

 

Who's got my money, hey, Love Grant Cardone. ♪ Who's got my money ♪ So anyway, I laced together six different campaigns and I'm going one by one by one through all of them. So just watch carefully to what I'm doing here because now that I know the market wants what I'm selling, "oh baby, now we get to open the freaking floodgates."

 

I feel like the other thing that happens too; a lot of the times in this community, people spend so much time building the funnel. That's just the first piece of the pie. Next, you get to go do a lotta cool things like Dream 100 stuff.

 

We've been reaching out to massive people, and they've been reaching out back. And excited to promote it.

 

*FACEBOOK COMMENTS*

 

"What do you think of Sam Oven's 20 million dollar webinar funnel?"

 

"I think it's awesome, and I think it's proving the exact point I'm talking about, Kenny. When you actually know what the heck you're selling, ] when we actually know, then man, stop messing with the funnel and start figuring out cool ways to just put traffic into that thing. And that's what these campaigns are. Campaigns are not ads."

 

Anyway, so how about that for a rant? That was a late night rant. I was jamming out, I have a playlist called Pre-Stage, it's my pump up mix.

 

That's the lesson tonight, guys. Go figure out how - after you know the core after the market actually said that they want what you're selling - go figure out little tiny things that bring in the low cost to you, low price for them, high circulation potential. And then just open up those floodgates.

 

Honestly, is super fun. It's the reason why we have so many awesome front-ends at Clickfunnels.

 

*FACEBOOK COMMENTS*

 

"What do you say to someone who is getting great front end conversions but leads are not buying? Referring to affiliate.”

 

“What do I say to that? Terran, that's a great question, great question. If you look in Dot Com Secrets... I don't think the funnel is complete. If you look on page, I think it's 93, I don't remember, I'm not gonna take the time.

 

Anyways, one of the seven phases of a funnel is, it sounds like you're qualifying the subscriber, which you need to, but you also need to qualify the buyer. That's the very next step.

 

That's step number four of the seven steps, I think. And so, sounds like an incomplete funnel.

 

So it's not to say that lead funnels are not complete funnels, but if you're trying to make sure there's an up, like they're actual... If you know you're gonna lead them to something that's expensive in the back, or even buy something later on, the funnel isn't done, in my mind, until there's cash in your pocket.

 

So that might mean that the funnel goes offline. That might mean the funnel goes on the phone. That might mean going and saying 'Hey, we gotta meet in person, or come to an event.'

 

So the lead might be captured on the internet, but you might be capturing and actually closing and actually getting cash in your pocket, offline or different places. I know there's different scenarios for that. But you're talking about affiliate marketing. So what do I say to someone who's getting great front end conversions?

 

What usually is happening is some confusion. There's a disconnect... Here's the story:

 

John Parks was talking to this guy...  he was critiquing his ads, and this guy had great conversions on his ads, and all these people were clicking on this ad. But no one was buying. And this guy goes to John Parks,  (who is Russell's traffic guy), and says "Hey, can you look at my numbers, look at my ad, what's going on here?"

 

John was like "Wow, you're getting a lot of clicks on this thing, how come nobody's buying?"

 

And he goes in, and he starts looking at the numbers, the conversions, and he had like a 15% click-through rate on that ad, that Facebook ad. And John was like, "Whoa, like that's really high."

 

Then he looked at the numbers for the next page, and there were no conversions on that page. There were no purchases at all. And he's like, "What's going on here?" He hadn't looked at the ad yet, when he looked at the ad, he knew why immediately!

 

The ad was a picture of this incredibly sensual woman just dripping sensuality.  And sure enough, it's guys that have been clicking on the ad.

 

He clicks on the ad and goes to the next page, and the very next thing people see on this ad is this middle-aged, overweight white guy saying, "Hey do you wanna opt-in for X, Y, and Z?"

 

That's not why they were clicking on your ad, buddy. Like right! So weird example right? But that's typically in some form what's usually going on.

 

There's some disparity between what's actually going on from the ad, and to the actual page.

 

One of the things that I like to do is to make the headline on the ad the exact same as the headline on the page they'll see. That way there's not a new concept that they have to accept. And it brings them straight on in.

 

*NEW QUESTION*

 

"If we are building webinars, three things to focus on?"

 

"Yep, only thing you should focus on, and only worry about ever, for a long time, is just your story, the actual sales message itself. Don't worry about anything else.

 

Once you know people are trying to give you money, then put together an actual offer. And then once you have a story, or sales message, I call them one in the same, you've got a sweet offer, then go obsess about the funnel.

 

I mean there's a reason why I haven't gone in depth on thing yet at all. Like my funnel is limping along on one leg. It's broken. My funnel's broken, I know it's broken. And I haven't cared.

 

It's like trying to fix a leak all the way down a pipe when there's actually a leak further upstream on that pipe. Does that make sense?

 

It doesn't matter you fixed that other leak, you gotta go fix the one in the beginning, right?

 

I don't know if that makes any sense at all. But like, anyway, that's how I think of it that way."

 

*NEW FB COMMENT*

 

"Thanks for all the value."

 

"Love the geek out over this. Awesome stuff. "

 

Anyways, hey guys, hope that was helpful to you. I'm sorry that was a long Facebook Live there. Actually I'm not sorry, that's freaking awesome! I'm gonna download that.

 

Anyway, so hopefully that's helpful to you though.

 

So just recap from the book real quick here, real fast, all you're gonna try and do is

 

#1: "Acquire a critical mass of customers."

 

The existing customers buy every subsequent product you ever come out with which is why you just acquire as fast as you can.

 

#2:  You're gonna make low cost, low price, high circulation products, which is why I am doing things like Affiliate Outrage.

 

We got a ton of front ends that I'm gonna come out with here shortly. Salesfunnelbroker.com as it currently is, like oh my gosh, it needs to be completely different.

 

salesfunnelradio.com, oh baby!  I've built so many funnels for so many other people, it's fun to like turn back around and finally do my own for a while.

 

Awesome guys, talk to you later, have a good night.

 

If you like this, please let me know. Keep inviting your friends to this page. I am trying to pull over people who like really freaking love why funnels work and who really geek out about this stuff.

 

Alright guys, talk to you later. Go crush it.

 

Ah yeah! Hey, wish you could geek out with other real funnel builders, and even ask questions while I build funnels live?

 

Uh-oh, wish granted.

 

Watch and learn funnel building as I document my process in my funnel strategy group. It's free, just go to thescienceofselling.online and join now.