I get asked a lot, "Steve, how do I choose what market to sell into?" Well, here's some of the basic criteria I put an audience through to see if I should sell to them...

Hey. What's going on everyone? This is Steve Larsen, and you're listening to Sales Funnel Radio. I've spent the last four years learning from the most brilliant marketers today, and now I've left my 9 to 5 to take the plunge and build my million-dollar business. The real question is how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio.

What's up guys? Hey. I'm super excited for this. I know I'm publishing a lot right now. It's because I have a lot of thoughts, especially after Funnel Hacking Live. That is like throwing gas on the fire for my brain, and I love it. Hey. I am very, very excited for what I want to share with you. I sat back a while ago, and I was sitting down. I was thinking through how many businesses I had tried before ever actually getting one that really started going off the ground. As I looked back and I started realizing it's like, I don't know, 14, 15, 16, 17. I mean, it's a lot. I was going through and I was numbering all the products I had created. I was like, wow, okay, I kind of first started with this one. Then I went to this one. I was like, wow, it's really fascinating.

To look back. I encourage you all to do this. I seriously, seriously doubt, and almost bet on my life that I am not the only one who's tried a billion different products, lots of different businesses and failed at a ton of them, meaning of this audience who listens to this. I encourage you to go sit down and start writing those down. It's kind of a neat thing to look back and realize, like why did that fail? Why did that fail? Why did that fail? One of the lessons that I've learned was tossed back into my head.

I've had a few people asking me a few questions lately, especially with the recent program, Two-Comma Club X Coaching, that I'm one of the coaches for and that ClickFunnel has just released. A lot of people have been coming to me saying, "Hey, Steven, is this a good idea? Is this a good market? Is this a good product?" Well, first off, I'm not going to know your industry like you are, okay, but I do know the models and patterns that show if it is something typically good to go into usually. Okay, okay.

When it comes down to it, like we can teach the models, we can teach the patterns and then after awhile it's guessing. You know, you just have to launch it after awhile and just see if it actually sticks. There's a lot of patterns and stuff that we can walk through to help shave off bad ideas. Anyway, I was recently talking with someone and I had this memory come to my head. Back before I started using ClickFunnels and I was building funnels inside of GetResponse, literally, like the email provider, right, GetResponse autoresponder.

They have a landing page software, and I was building essentially funnels on their landing page software. It was terrible. It was so jenky. Anyway, I would like sneeze and half of it would get scrambled. It was the weirdest thing. Anyway, but it's all I had, so I was trying to do that. It's very much part of my character that as soon as I start selling something or as soon as I've learned something and I know it can help other people, I want to go tell them about it. Say, did you know you can do this? Oh my gosh! Check it out? Right? Which is why I think I podcast the way I do.

Anyway, one of the people that I wanted to go present this to was a door-to-door company, okay, a door-to-door selling company. I had already done one summer of door-to-door sales at that time, and Vivint, like Vivint Home Security. They had a huge office near the place where I was living at the time. This was six years ago. It was quite a while ago. Five years ago, six years ago, something like that. Anyway, so I walked on in to Vivint and I sat down with some of the owners. It wasn't the "owners" of Vivint, but it was before their massive buyout.

They got bought for like $2.4 billion or something for only like 75% of their company. They still maintained 25%, which is crazy. Crazy! Oh my gosh! Can you imagine that? Anyways, it very well may have been some of the top guys because that buyout had not happened yet at the time.

Anyway, so I was chatting with them and I was telling them, hey, did you know, you've got these sales agents that are out there doing this and that, right, these reps that are going around. Think about the cost of supporting a rep. Think about this. I could build you this thing that I'm doing called a funnel and we could like totally ... and I started giving them my ideas of basically and front-end funnel, super awesome. I ended up buying like doortodoorsellingsecrets.com or something like that and a whole bunch of other tons of URLs for that.

I really like the door-to-door sales game. I think sales is one of the most prestigious, I don't know, careers ever. Call me bias, but I think it's true...

Anyway, so I was sitting there and I was telling them about it, and I was like, hey! To be completely honest, I know it would work. I know it would work. Right? It fits all the models. It fits all the patterns. I was like, think about that. This is like having tons of sales agents in lots of cities that you don't have to pay to support. It's all on a website. They were like, "Whoa. That's crazy." It turned out that like they just didn't want it. They just did not want it. Okay. I was like, okay. I was a little bit frustrated. I spent like a couple hours in there teaching them, pitching them, helping them realize. They were like, "Wow, that's amazing. Okay. Let us work this up the chain a little bit and we'll get back to you on that." If you guys have ever done any sales that basically means no. I was like, crap.

I walked out and I was like, why didn't they see it? How come they didn't get the value? Right? I guarantee every one of us has had that experience before in some fashion. Okay? You're looking at a customer. You're looking at somebody you know you could help. You can't help them for free because that negates progress rules and laws, okay, right, for the most part. You couldn't do it for free.

Anyway, you could not, however, sell them on the fact that this was something that they need, right, that it would drastically improve their life or their business. That's a frustrating thing to sit back and go through. I've been through that tons of times, tons of times, and you guys probably have as well. I recently had someone reach out and ask the question, hey, I've been trying to sell in this area to these people and I just can't sell to them. I don't get it.

Why isn't this happening? I had all those memories rush back into my head. You know, I've had the unique experience over the last year and a half-ish, over a year, to coach. I was putting the numbers together. It's almost 900 people that I've had the honor to coach in this process, 900. Okay. You know how many offers I've gotten a chance to see, how many funnels, how many industries? It's crazy. It's crazy. Okay.

Before we ever launched Two-Comma Club X Coaching, I was the main coach. I was the only coach, okay, for well over 700 people, and then there's a ton of other people on my own as well. I was thinking through all the lessons and I was looking at the patterns and I was like, man, this is really fascinating. It is a unique perspective to be in. How can I share some of these lessons? Like I said, someone reached out and they asked, like, how come people aren't buying this?

I immediately in my head was, this came to my mind, well, you did not choose a money market. That's exactly what popped in my head. You did not choose a money market. They don't want what you're trying to sell. You know they need it, but they don't want it. Right?

What I wanted to do is I wanted to walk through real quick some of the criteria, the major foundational criteria that I go through before I ever start putting together an offer, before I ever start putting together a sales message.

You guys know, like in the past little bit here I've gone over the core of what a funnel actually is, right, but before I even get to that stuff, man, you have got to turn around and you have got to figure out if the people you're selling to even want your stuff.

Let's go through a few of these items. Sound good? Okay, that's what this episode specifically is about, is I want to help you understand, like I'm not telling you that you can't make money if you don't fit these criteria. I am telling you it is a lot easier and faster to choose a market industry, a money market. That's what I meant. Money market, not market industry.

Choose a money market, okay. Oh my gosh, it helps so much. I was drawing out and I was doodling this stuff out and I was like, yeah, these are the lessons and you have to have this here and like this part over here. We're talking about speed because you can make money in a lot of different ways and places where people don't want your stuff.

I want to tell you from my own perspective, from my own experience, selling my own stuff, helping other people sell a lot of their stuff, helping the people get in the Two-Comma Club. What I have seen these patterns be as to the speed aspect to this, when we talk about the only two numbers we care about in a funnel is average cart value and cost to acquire, but cost to acquire is not just about money. It's also about time. If your cost to acquire, time wise, is huge, I'm not saying that you can't make a whole bunch of money.

I am saying that your cost to acquire is gigantic. It's huge. This episode specifically, I've spent quite a bit of time, more than I usually do, brainstorming out this topic and fleshing it out and trying to distill down for us all more of these elements that help drastically decrease your cost to acquire, time wise. Okay, speed, to get the speed up. Are you sufficiently pre framed? Okay, cool. Let's go on.

Number one, when we talk about health, wealth and relationships, the reason why, again, that we go back to those health, wealth and relationships, those three markets, are there other markets I'm sure, but those are the three no-duh buying markets. Just like we've talked about before, a no-duh product, a no-duh, like an obvious thing you would go purchase. There's not a salesman next to a gas station. You're going to buy gas. Right? There's not a salesman next to eggs or bread or milk in the grocery store, right? There's not. It's a no-duh buying experience. People are just going to go buy it. They're going to.

They expect to buy it. There's not a salesman for your utility bills. They expect to purchase there. Does that make sense? The reason why health, wealth and relationships are such powerful things is because they are areas where people expect to spend money. They expect it, right. I expect to spend money going to the gym for health. I expect to spend money. Everyone says, like, it takes money to make money, which is total crap, meaning it's an expectation, though, right? Relationships. People are willing. They expect to spend cash if they were ever going to go to a therapist or spend money going to a conference or even a date, right? It's going to take some money, typically, right? Those three areas, that's why.

Like I've said in the past, while your product itself does not need to naturally fit inside those, your sales message must, okay, but it is way easier if you choose one of those three money markets. Health, wealth and relationships are three money markets. That's the first filter. Does my product fit in health, wealth and relationships? If it does not, can I make the offer. If it does not I at least, at bare minimum, have got to make this sales message fit in one of those three. That's the first criteria. Choose a freakin' money market. It's so much easier.

All right. One of the next things. Was Vivint able to spend money to hire me to build a suite funnel for them? I was not nearly as experienced six years ago. I think that was six years ago. If not, it was at least five. Anyway, are they able? Oh, yeah. They've got cash. Oh, yeah. Are they willing? No, or they weren't at the time. Maybe someone hears this, they'll come back to me and hire me. I'd love that, by the way, if someone wants to reach out. That would be a lot of fun. I've got some sweet ideas for you guys. Anyway, there's a ton of people that are able to spend money. They're just not willing.

You've got to find this magic combination of the two. If you find people who are able to spend money, meaning they have it, but they're not willing, it means you're selling a need, not a want. If you're selling a need and not a want you automatically are getting inside of an improvement-based offer. In your head you're at least categorized that way, okay, in their head, even if you really are in a new opportunity.

Anyway, if I'm talking like straight techno babble here guys, go read Expert Secrets again, okay, and Innovator's Dilemma and Dot Com Secrets and Growth Hacking by Ryan Holiday. In fact, it's funny. As I started doodling all this stuff out and I was like, oh, yeah, Growth Hacker, and I went and picked it up and it literally says, Step Number One. I was like, oh, Ryan and I need to hang out. He says "Step number one, it begins with a product market fit," okay. Paul Graham says, "Make something people want." That was the first thing in the whole book and I was like, yes, that's exactly what I'm talking about.

Stop selling freakin' needs and the way that you sell them is by selling the people that are both willing and able by choosing a money market and selling, which is the third thing here, to irrational buyers. They have to be irrational about it. They have to be like the psycho people, the people that go and they hang out in front of

The Apple Store before the new iPhone comes out, when they very well could go purchase one the very next week without spending the night in a tent in front of the store, right? You've got to find the irrational purchasers, and if you are not selling to a category that is irrational about what they are doing, right, a cult, basically, if you're not selling to those, it's very hard. You start selling more into the need category.

Needs, needs. Improvement-based offer. If I'm going to go sell a need, that's an improvement-based offer, and what's happening is by default you must start selling by competing on price. Since they don't necessarily want it, they at least don't want to feel like they're getting taken, so they start nickling and diming you down. I don't know if it's worth this much. Bleed for me more. Bleed. Right?

No, no. Sacrifice for me more. You end up getting clients and you end up getting customers and you end up getting a following that is not ... They're there because they feel like, yeah, okay, yeah, because of all these logical reasons I do need it rather than, I've to have this! Oh, my gosh, get out of my way. You've got to find people.

Anyway, so, number one, choose a money market. Number two, sell to people that are both willing and able and then, number three, sell to people who are irrational. They are ridiculous about the thing you're actually selling. What's cool about this is one of the other categories that I start looking at is, now that like, you guys know that I sell in the MLM space a lot, right. Right now, that's what I'm doing. I love it, and the reason I chose it is because, number one, it's in a money market, wealth.

They believe they'll get wealth through the vehicle of MLM, right. Number two, they're willing. A lot of people are not able, though. Stereotypically, a lot of MLMers don't have a lot of money, stereotypically, right. A lot of them, it's the first thing they ever get into. Don't lie to me. You've probably been in a few MLMs yourself. We all have, right. The category of person that I'm selling to inside of that market definitely is willing and able.

And then, number three, they are definitely irrational purchasers, okay. Those are some of the categories that I went to to choose that market specifically. Okay.

The next thing I go through, and I do this all the time, I look through and you don't necessarily need this part, but it makes it way easier if you can get this part, I like to choose a market, a customer base, that expects to pay higher ticket, right, right. You could be in the business of selling, eggs, bread and milk. Is that high ticket? No. The volume is going to be insane that you have to sell in order to make a lot of cash, right?

I like to sell in areas where it's expected to spend a lot of money, right. You don't go to a car shop, even a used car shop, without the expectation of spending at least several grand if it's a bad used car shop, right, but like if it's a nice or even like, let's say, house, right, it's expected that a lot of money flows in those areas. I like to choose where they expect, yes, you know what, I will be spending a whole bunch of cash in this. If you're like in eCommerce or you're in retail ...

I was speaking once in Vegas. It was definitely over a year ago now, I think, and I was speaking at an event. I was speaking and Anton Crowley, if you guys know who he is, he's the man who runs a company called Drop Ship Lifestyle that he put together. He spoke right before I did, and what was cool is he got up and he said that he drop ships, but he only drop ships things that are like at least a grand for this exact principal, that because people expect to pay a lot of cash in it, there's a lot of margin in there left over after he pays business costs and product costs and things like that. It's the same kind of thing. Again, it's not that you have to. Okay. It's not that you have to. I'm talking about the core of your business.

I don't expect to charge $5,000 for a free plus shipping book offer, right. It's free. You just pay $5,000 for shipping. Right? That's not what I'm talking about all. I'm talking about the core of the business, the middle of the area, the actual thing that keeps our doors open, that slightly more mid to higher ticket area, around $1,000, $500, $2,500, $3,000 around that area, selling stuff like that.

If I know that it's already an expectation, oh my gosh, it's so much easier because I don't need to go break that belief. The reason it's this value is because X, Y and Z, right. Then I've got to go start selling logical and I've got to tell even more stories, break even more false beliefs. It's not that you can't. It's just, I'm talking about the low-cost proposition time wise, right.

Time wise, it's going to be a lot faster for me to actually go sell when they already expect to pay higher dollar. Anyways, I think I talked about that one maybe too much...

I like to ask the question, also, how easy does this sell, not how good is the product or how good is the offer? That's good. The offer's got to be amazing as I've talked about many times, but if I could ask the question, how easy is this for them to purchase.

This fits back into the category. It's almost like the question you ask if you, the kind of checks, is it one of the three money markets, is it irrational buyers, are they willing and able? If it sells easily, right. Once you show the house, the actual sale part of it doesn't take, I mean, sometimes it can take a while to close, but you know what I mean. Like, emotionally on their side there's not tons of stuff that has to go. They expect to spend a lot of money. It sells slightly quickly. It's an expectation that it's a lot of cash they're going to have to put out. Does that make sense?

Anyway. Here's one other thing I wanted to bring up with this is that I think I was at a FAT event. One of the things that I started noticing was some people would show up to the FAT event and they'd sit in the back and they were trying to figure out what they wanted to do still. I completely get that, and I'm actually going through that a little bit right now. I'm trying to figure out what I want to be when I grow up. Okay.

What's the contribution to the world that I'm going to try to make, not just the marketing world, but the world in general. Russell is starting to ask those questions. He's doing Operation Underground Railroad stuff. Does that make sense? Okay. He's in that phase.

The first thing that he did, if you look at anybody who's really been quite successful, even 2017 Funnel Hacking Live, Jim Edwards talked about this. Okay. He talked about this. He said, "Look. The first funnel that you build is the funnel that gets you your bills paid." Right. It's just the one that matches the amount of money you were making at your job. It helps buy back some of your time. The second funnel that you're billing is really the one like, hey, man, you pay off all of your debts. You get the house that you really wanted to.

You go get the toys that you want to. And then the third, I can't remember them. He had categories for them and names for them...

The third funnel you really go build typically expect that one to be the one where like you don't need the money, but it's like the ludicrous money that frees you for the rest of your life where you go change the world and stuff like that. I think one of the things that people get stuck up on, and Simon Sinek talks about this a lot with Millennials. I'm namedropping like crazy in this episode. Simon Sinek, if you've never heard his stuff, go look him up on YouTube.

He's awesome. He talks about this with millennials a lot that one of the things that they'll get stumbled up on is this idea that you must have impact immediately. Yes, it's great if you can, but it's not the thing to get stuck on. Rather than focusing on changing the world first, focus on changing your world first. Does that makes sense?

I'm going and it was like a year and a half ago, two years ago, I launched this funnel and it totally changed my world meaning we were able to start chomping away student debt. We were able to ... I mean, it's more cash than we'd ever had. Does that make sense? It did a lot of stuff for our own finances to free us so that now I'm able to do more change-the-world style projects.

I think sometimes people will step back and they'll go, and this is a pattern I see, you know, almost 900 people coming through coaching with me now, like the thing that I'll see them doing is they're like, I need to change the world! Ahhh! Then, they've got this complex over it, and yes, that's great, but don't do that first. You know what I mean? If you can, more power to you, but if you can't don't stumble on it.

Don't make that as a reason to not get going, to get your butt off the ground and doing stuff. I feel like it's one of the areas that people will step back and be like, I'm not having an impact yet. I'm not changing the world. It's like, you're still working 9 to 5. Focus on getting your funnel out of the ground that actually gets you out of that first, right, that empowers you, that buys back your time so that you can later on, your second funnel, your third funnel, whatever, then you can go do the crazy massive personal freedom funnel, the massive change-the-world project.

Anyway, maybe I should have put that in a different episode. That could be a whole episode of itself, but it's already been a long one. I can't believe it. Anyways, I just wanted to bring that up. When I'm choosing a, especially if this is your first one out of the gate and you like haven't totally like blown something up yet, that's fine to not have this massive impact thing. First, funnel hack. See what's out there, right. Follow that yellow brick road as far as you can. Number two, then you're going out and you're adding onto where the road stopped. Right? You're in a new opportunity...

Then, when you're actually making the cash, then you're able to be more nimble anyways because you're not so concerned about getting a sale. I'm not going to eat if I don't make this sale. You're not in that area. You can actually step back and make decisions that will change the world rather than, I want to change the world, but, man, I've got to eat.

Anyway, I feel like I blended two topics in this episode, but the way I choose a market, right, market, not product, not offer, not even sales message, is I need to find an audience first. This is how I choose an audience. Maybe I'll call this episode that. This is how I choose an audience. Number one, do they fit naturally inside one of the three money markets, health, wealth and relationships. Number two, are they both willing and able? Do they freakin' want it, or are you selling a need? If not, that's fine. Rinse and repeat. Don't be afraid.

Money loves speed, right. Be fast. If you realize, oh my gosh. There's just no way I'm going to get enough volume to really make it. I'm selling something you'll need. I know it's a legitimate problem that I'm solving. Yes. Congrats. That's awesome. If they don't want it, you're already, that's rough.

Anyway, number three, are they irrational about the way that they purchase? Are they fanatics? Usually, it has to do with having a lot of culture around the market that you're selling into. Do they expect more high-ticket stuff and is it easy to sell? When it comes to you personally, that's how to choose more and more of the audience, but then you personally, as far as expectations in it, make sure the person understands that you may not be in like the massive-level impact-the-world stuff. Maybe you're just changing and impacting your own life, finances and stuff like that in your own family.

That's great. That's fine. I find a lot of people lately have like almost a complex about that. I'm not having an impact. It's like, wait a second. You just changed your world and your family's world. That's a huge impact. Are you kidding? Don't focus yet.

Anyway. All right. Hey, guys, hopefully it's helpful. Those are some of the base criteria that I run things through and then I go out and I start choosing the sales message, then I go out and I start creating the offer and then building the funnel and then rinse and repeat and going back forth. Anyway, I hope that that helped. I hope that that clarified some stuff. My real hope is that when it comes down to your expectations on this is that you give yourself a license to just change your own world first before you try to change "the world." It'll do a lot for you emotionally as you do that.

Anyway. Hey, guys. Thanks so much. Appreciate it. Hopefully you guys enjoy this episode. I would love it. I love going, I don't know, call it ego, call it motivation for me to keep doing this. I probably will anyway, but I love, love seeing the reviews. If you guys wouldn't mind I would love to have you guys go over and leave a review for me in iTunes. It means the world to me to see that.

IT helps like crazy. We're getting about 500 downloads a day right now. It's been a ton of fun. Thank you guys so much. Thanks for being a listener, and I'll talk with you later.

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

I LOVE 'Ask Campaigns'! But there's a build-in flaw...

What's going on, everyone? It's Steve Larsen and you're listening to a very energetic, high speed, fast-paced episode of Sales Funnel Radio. I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine-to-five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business, using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio.

What's up, everyone? Hey, I'm super excited to dive into this episode today with you. I just wanted to go through real quick and help you understand one of the reasons ... I get a lot of people who reach out to me and they'll be like ... Well, here's an example. I brought 700 people so far, 700 about, it's like 680 or something like that, through the current Two Comma Club Coaching Program and, if you guys are part of Funnel Hacking Live, you know that there is a new program that is out, which is awesome, and there's hundreds and hundreds and hundreds of people who are jumping in as well.

Very, very excited to have you guys, by the way. I can help you guys set up your offers, things like that. Anyways, I'm excited to have you here, it'll be awesome.

And then I have my own students. Here's the scenario, you spend a ton of time, you build a funnel, you're spending time in the editor. You put together this copy and these videos and you're getting together the traffic, you're building up some buzz for it, and you go and you launch this funnel. You're running ask campaigns and you're reacting to what the market is telling you to do, and then suddenly you realize that, oh my gosh, the funnel's not actually gonna work. It's a scam.

Steve, one of those massive eyeballs. He's not delivering. You're like, what? I wanna tell you why that easily is. I don't wanna tell you why it typically is that even when ... When I was working at Click Funnels, when Russel and I would launch a funnel it wouldn't work the first time. Here's one of the reasons why. It has to do with the way that the offer came about. It has to do with the way, especially if you're creating an opportunity switch.

I had the honor and privilege to do a round table at Funnel Hacking Live and this topic came up, and I realized that I don't know if I've really talked or discussed about this with you guys and somebody asked, what do you do when your funnel doesn't work? I was sitting there and I was pretty much yelling for three hours. It was the fastest three hours of my life, by the way.

I love coaching. I just had no idea three hours went by. I had people around me the whole time and it was so loud in there I was yelling so that everyone could hear. My throat was killing me at the end but it was a ton of fun.

Anyway, it pretty much goes like this. When my wife and I were expecting our first child, meaning literally we went to the hospital and she was about to have the kid, we were in the delivery room, and I first of all want to give the caveat that I recommend you never do this, ever, men. We were in there and she needed to be induced. Nothing had started yet. We had already been in there, we'd spent the night in there, and nothing had started yet. We were just kinda hanging out. Sometimes it's kinda long waits inside those rooms before the delivery action actually happens. Super special and a great experience.

Anyway, I was sitting there and ... at the time, I can't remember what I was trying to sell, but I was trying to sell something or I was gonna go make a product. I didn't know about offers yet. I was gonna go make this product and at the time, Noah Kagan, if you know who Noah Kagan is, Noah Kagan had this thing at that time where he would help you make your first $1000 on the internet, but you could text him personally before you actually bought, with any final questions.
I was like, hey that's kinda cool. So I decided I would text him.

I'm sitting there in the delivery room. Nothing's happening yet, there's nothing going on. I'm not that kind of schmuck, but don't do this guys. I was sitting there and I decided that I would text Noah Kagan. I'm texting Noah Kagan and I'm like, hey man, I got this sweet idea and I would love to be able to go and build it.

Do you think it's a good idea? He goes, I don't know. I was like, what do you mean? Is this a good idea? He's like, look man, I let people vote with their wallets. I don't care what they say with their mouths.

I was like, huh. That makes so much sense. How come I never thought of that before? This is like four and a half years ago now. I was like, oh yeah, that makes complete sense. Why would I care about anything? You know?

Now, think about it. What's the thing we teach you to go do to start uncovering the false beliefs? We tell you to do an ask campaign. An ask campaign. That's people telling you, oh yeah. Right? How many times have you guys said ... We've all done it. Classic example is January 1st. We all make our New Year's goals, our New Year's resolutions. I'm gonna go out and I'm gonna do x, y, and z better.

Three weeks in, 99% of people aren't doing their thing anymore. So, same thing is true when you're asking people, ask campaigns and stuff, what's your number one question or challenge with x, y, and z? It helps you like crazy get a good baseline of what it is that you should be go creating. But you gotta understand that when you're creating it, you actually, by nature, have a gap in what people said they're actually starting with versus what they'll actually pay for to have a solution for. There's a gap there.

So, that's why you have to be reactionary so quickly. So that when you go out and you're actually building your funnel and you go out and you launch that thing, you've gotta understand that you are doing so with a sales message, an offer. You're doing so with a funnel that is based off of what people said they're interested in versus what they're actually interested in.

So, by nature, there's a gap. That's why you do and run what Russel calls an audible. A funnel audible. The moment you launch the thing, you do it with the expectation that it will fail because you've created it from this ask campaign based off of the ideas of what people said that they're struggling with. Do you think that people even know 100% of what they're struggling with? No. I can even tell you from when I coach people, most people have no idea what they're struggling with on their own phone.

They're like, I don't know what the problem is Steven, you gotta tell me. And I gotta look in and be like, this is the issue. I love ask campaigns, but it's the reason why I don't just do them once. I don't ever really stop them. I do them over and over and over and over and over and over and over and over. It's not always the same way that Expert Secrets talks about.

It's not always me legitimately or forwardly ever saying, what's your number one question or challenge with x, y, and z? But I'm usually always doing some kind of ask campaign. I'm gleaning from the market what it is that they said that they'd like. What it is they said that they don't like.

How many times do you change what you do and don't like? You do it all the time. So when you launch the funnel, you've gotta go through and understand that there's this gap that's created by the very nature that you created the data. The very nature. Human nature. Yes Steven, I'm struggling x, y, and z. My number one question or challenge is this. Oh, you want me to pay for that? Well, I don't know about that. You gotta understand that it's the same thing that ... I've told the example before on this podcast about when we launched the Expert Secrets book. Within a day and a half, we realized that something was wrong with the funnel, the Expert Secrets book funnel.

It was Russel, John Parks, Brandon Fisher. We were all in a cabin hanging out with the Harmon brothers, creating the script for the viral video for click funnels, and that's when we realized that, oh crap, we gotta go through and fix this thing. So what we did was we called an audible, within a few days.

What I'm trying to tell you is that you've gotta understand that when you launch it, do it with the expectation that it will fail. It even fails every single time that we put it out there. But the speed of success is gonna be greatly dependent on the speed at which you call your audible. So do it. Don't plan something else after you launch your funnel. The only thing you should have planned after you launch your funnel is to sit and watch, for there to be enough data for you to look back and go, crap. This OTO isn't working.

Crap, this opt-in page isn't working. Crap, looks like this ... You know what I mean? You go in and you do macro level, huge level changes, huge level split tests. Not little tiny stuff like, let's go change the button colors. No, no, no. Nothing like that. I'm saying you switch up the whole freaking offer. I'm saying you adapt the whole sales message. Big stuff. We hardly ever get down to the micro levels of split testing stuff. Hardly ever. It's usually at these macro, macro, big, big levels.

We're like, man, we could change this whole thing and try and get a 15% boost in conversion, versus us trying to get a micro two to three percent boost in conversion based on button color and positioning and stuff like that.

Go macro before you ever go micro. I wouldn't even think about micro for a long time. Stay high level with it. But that's the reason why a funnel will not work, typically for quite some time, because it's the nature of the way you collect the data. It still is better than you doing it off of your own head. So still do the ask campaign, but just understand that this is you literally creating your product with the market when you do it this way, when you do it with the understanding that when you launch it, it will not do well.

Usually not. Because you're doing the ask campaigns. You're getting it from people who are saying what they want, but they're not actually putting their wallet forward and voting with it. When you actually get to a spot where you're like, hey people are actually gonna vote with their wallet. Sweet.

There you go. You bridged the gap. You gotta figure out that gap. That gap is the reason the audible is needed. It's the gap that's created when you're actually collecting the data for your message, for your offer, for your products, for your funnels. Does that make sense? I don't know another way around that. I still think you should do the ask campaigns. It helps you understand, if anything, the excuses of your market, which is great. It's gonna help you put all those things together. But in terms of what people actually get their wallet out for, that's a little different there.

There's a bit of a chasm there. There's a bit of a valley there, there's a bit of a canyon there. So you gotta figure that out and be ready to build a bridge so that you can cross that gap, because you'll get a lot of traffic. They'll just buy it from you anyway. But, when you can cross the gap into what mass market is willing to pay for it, that's you crossing that gap, and you gotta do it with some speed. The faster you do it, the better.

I feel like most of the time when I see a funnel, they've not called any audible on their own yet and it's one of the reasons why their funnel still stayed bad. It's because they come to me and they're like, hey Steven, how come it didn't work? I'm like, well what did you change after you launched it? We don't know. We just know this one page didn't work.

Okay, if you know that one page didn't work, why have you not changed anything on it? Switch it at a high, high level. Big, macro level changes. Switch out the entire product in that OTO. Maybe you're telling the wrong story all together. When you launch the funnel, you're not done. You're kinda starting. And you're starting on this phase, this period, where you're reacting to what the market said, and you're being very reactionary, which is good. Then it's react, relaunch, react, relaunch, react, relaunch till you get it to the spot where you realize, holy crap, we've bridged the gap.

Hopefully that's helpful. Bit of a shorter episode, but it's the reason that the audible is needed. I love Russel's presentation at Funnel Hacking Live about funnel audibles. That's the reason why the audible happens. That's the reason why the audible is needed. Many times, multiple audibles.

Especially if you're doing an opportunity switch. That gap is pretty wide if you're doing an opportunity switch. When you're doing an opportunity stack, the gap is a little bit smaller because you've already crossed it once before. You kind of already know what people will pay for versus just say that they'll pay for. If that makes no sense to you, you've gotta go read the book Expert Secrets. Huge fan of it, obviously. If you guys have not figured that out by now, you don't know who I am. Hopefully that's helpful guys. Be ready for the audible.

The speed that you call the audible, the speed that you react, this is the correct moment to be extremely reactionary inside your funnel. All right guys, thanks so much, and I'll talk to you later. Bye.

Thanks for listening. Please remember to write and subscribe. You want me to speak at your next event or mastermind? Let me know what I can share that would be most valuable by going to stevejlarsen.com and book my time now.

Jumping straight into ClickFunnels after having an idea is actually the wrong order to go...

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

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

My name is Steve Larsen and welcome to Sales Funnel Radio.
What's up everyone? Hey, I wanted to ... This is a bit of a special episode, I did a Facebook live recently, it was crazy within like a few hours there was like over 600 views on it and it got shared and tons of comments.

Anyway, what I was doing is I wanted people to understand more about the order that I go through to launch my funnels, and this is important for you to understand because I feel like people do it backwards like crazy and it drives me nuts and this is one of those areas where I recently have had a lot of clarity and really has helped me to know when to suggest to people that they're ready to start the funnel building stage, okay.

Because I feel like one of the major errors people make is that the first thing they do is they jump into Click Funnels and start building something, but they don't even know what they're building and then when they build it they don't have the sales and so I'm trying to ...

What I want you to do is ... I would take notes on this. It's really just three steps, three phases that you'll be able to see clearly in this or here. So, what I did is, I did a Facebook live kind of deep diving into it, it's only like 10 minutes long or whatever. But, I feel like it's gonna help bring some clarity on when to build the funnel, and when to not build the funnel, when you're not ready to go to that stage yet.

If you wanna know how, "Stephen, how did you build so many funnels so fast?" Well, it's because ... Building a funnel was really step three every time, step ones and twos were already done and so I could just do step three build, build, build, build, build, build, build, build, Right, does that make sense?

Anyway, so, I hope that you will be able to enjoy this. Let me queue it over here right now and I hope that you enjoy more of ... I just hope that it helps you understand more of the order that I funnel build in. I know I've already said that but this will be powerful because the first time I every did this it did not go well on my own and it's because I did not understand these core pieces and elements of funnel building itself.
This is the order that I get my funnels off the ground, okay?

The first time I ever built a funnel that actually went really well, it was probably like my fifth funnel. And I went through and ... This was like four, five years ago and I went and I was building these funnels right? And I was putting this stuff out there and I originally was doing it in WordPress. Terrible, right? Terrible experience, it was awful.

I was building it all in WordPress and I was building funnels for ... Actually, I built this funnel for this artist and it actually went really, really well. It was technically an eCom site but the way we were trying to sell it was a little bit funnel-ish. It was before Click Funnels ever existed. And then I went through and I was building funnels for people with Get Response, their landing page software, okay?

It was ... It's rough, oh my gosh, like actually using Get Response landing page software in a funnel scenario. It was like, "Oh my gosh, it was nuts." So, when I saw Click Funnels like a few months after it came out, I was like, "This is freaking awesome, are you kidding me I've been trying to do all this stuff by hand and these other scenarios are super, super hard." I was like, "This is crazy."

So, we went out and my buddy and I Coulton, who's now my assistant, high-ticket salesperson. We're trying to come up with all the crazy names, part-time sushi chef, snake enchanter. I don't know. He's one of my best friends and he's in this game with me now, which is funny, full-circle it's been this way. But like years ago we built this funnel using Click Funnels, right?

And we didn't have money to get something like Click Funnels. $97 a month felt like this insurmountable amount of money and we're like, "Oh my gosh that's, are you kidding? $97? I see the value. I see, but I don't have $97 a month." You know? And I was like, "How do I do this?" And so what we did was we decided that we would, and I was like, "Grrr." I was reading a lot of Robert Kiyosaki at the time and I was like, "Robert Kiyosaki always says that poor people say, 'I can't afford it', and rich people say, 'how can I afford it?'" And I was like, "I'm gonna try and practice this." Right?

This was five years ago and I was like, we were super poor. We were living paycheck to paycheck mostly on student loans. You know what I mean?

I was just trying to figure the game out. I was hustling as hard as I could. I'd get all my homework done in a few hours and then I'd go hide in these box office seats in the basketball stadium and I'd wait for the security guards to not look at me and I would throw my bag through the front window of the box office, or sorry the box seats and then I would wait for the security guards to look away again then I would jump through the front window. And I did that for a year and a half and up there was it was quiet, the internet was fast, I could stay and hide up there, way past building closed and I did that every day for a solid year and a half.

What we did was, when Click Funnels came out, right? We were like, "We gotta have this tool. I want to build this funnel." This was the first real successful funnel that I'd built. We decided, it was really two funnels we built. The first one was we were like, "Okay, what we're gonna do is plan out the whole business.

Let's plan out the entire thing. Let's plan it all out and then we'll press go on our trial and when we press go on the trial we have two weeks to build the funnel, bring customers in and get them paying for Click Funnels so that we can have it and our customers would pay for it." And that's totally what we did.

And it worked. We both said goodbye to our wives for like two weeks, and we planned out the business and we pressed go. Boom and we just ran. I didn't know what I was doing. I didn't know how to like ... I didn't even know how to change colors of a column, like I was so new in Click Funnels that I quickly became 'that guy' to the support people, because I asked at least two questions a day, every day for like a year.

I was like, question, question, question, question, question, question, question, and I was like, "Crap, I can't do this, I can't do this, I can't do this, hook this up, here the, blah, blah, blah, blah, blah, blah, blah." I was like trying to go as fast as I could because the timer was going, right?

That kind of good pressure is fantastic for the soul and for your progression. And so I .... But you gotta be willing to experience it, know what I mean. You gotta say yes to it. And that's what we did. And I'll tell you that we built the funnel, we got it out there, and it was for this insurance, smart phone insurance funnel. And we didn't make money but we didn't really lose money either. We both kind of broke even. And it paid for Click Funnels, it paid for our stuff and that's really what got us going. And it's really what got me the tool.

Now that I have the tool, I was like, "What do I want to go build?" And what I did was I went through and I launched out and I created this funnel for the MLM space, right. A lot of you guys know that. A lot of you guys know the story.

But I was like, "Oh my gosh. I got this idea for this sweet product no one's ever pulled off before, it's going to be freaking awesome. Aahh!" And so I build this product and I'm spending ... because I was in the army ... I was in school. We had a kid. You know what I mean? Life was busy. It took me about eight months to build the actual info-product, okay, and put it together. And write the scripts and Funnel Hack the crap out of people, you know what I mean, put all the pieces together.

And then what I did is I went through and I launched it and then put it out there. Nobody bought it. I was like, "What's wrong with you guys? This product is freaking incredible! Are you serious?" I just spent tons of time making the funnel. Lots of time putting the product together and then when it was all said and done, after eight months. No one was buying it. I said, "What's wrong with this?"

This was now four years ago. That's the amount of time that's gone ... And I was like, "Oh my gosh, are you serious? What's going on with this thing?"

One of the issues that I learned over the last few years, I've now coached over 700 people through the 2 Comma Club coaching program. I've coached a whole bunch of people through my own and the pattern is always this. Is that people will start by jumping in and they're like, "What funnel should I build?" Right? And then when they get in, they get into to create funnels they're like, "This is freaking awesome. Oh my gosh", right? What funnel am I going to build?

And then they build this funnel of what they think it should look like, because they've seen other peoples, and that's great. They're funnel hacking. But then, they're like, "Crap! What should I sell?" And they get like, oh man you know what, maybe on this page we'll sell this. Maybe on this page we'll sell this. How 'bout this page we'll sell that. Right? And then they're like, "Crap! Now the products are in there, how do we even make this thing sell?"

Now I know I have a funnel. I've got the products. How does it sell? And I will tell you, that's exactly what I did and it took another solid 3-4 months for the thing to actually even sell well. When I finally figured out that last piece it was $1,000 a week, no ad spend, for a year. About 50 grand then. Right, crazy cool.

But looking back on how that whole thing went, it's exactly the opposite of what you should. It's unfortunately the natural tendency of everybody that comes into the funnel world. They start over here at the funnel side. Then they figure out what they should sell. Then they figure out how to sell it. Wrong order entirely. Start the other way.

So when I launched, and one of the reasons why I felt like I could leave my job, which I was super sad to do but I realized I needed to. You gotta go the other direction. And this is one of the reasons why I knew I could leave the security of a 9-5. My very cushy, plush, amazing job next to the Russell Brunson, you know what I mean?

I just love the guy like a brother. It hurt me personally to leave, I didn't want to leave. But I felt like my own personal progression I needed to, so I did.

But this is why I felt like I could, one of the reasons why. There's a few things that I was looking at that I knew was going to be the reason I would be okay. Because I left with no product, no funnel, no script, there was nothing. I had nothing created.

And within four days, I had already cash-flowed $3,700 and then within another three weeks we were at $6,000. But the product wasn't even made....

And this is what I did first. This is what we're going to go through with all of you students as well, super excited to have you guys. We're going to dive through. I think we have eight of you today, eight, nine of you today. Something like that.

Number one you've gotta start instead with the message. The sales message. What gets people off of their butt and they're wallet is like flying through the air. Whoosh! Take my money! Right? That's all you should care about. What is the sales message that breaks and rebuilds the beliefs, and gets them to you and saying, "Yes, I am willing to buy. Take my cash."

The issue is that people, instead they'll start over on the funnel side. And when you start on the funnel side, you end up creating an offer tethered by the funnel that you created. Does that make sense? And then you come over here to offering, you're like, "Cool. I made this sweet thing. I made this cool product. This awesome offer." And then you end up creating a sales message tethered by the offer that you put together. You immediately are going into an improvement based offer when you do it that way.

Instead you do it the other direction. Figure out, and actually figure out the sales message and actually be collecting cash. And when you are actually collecting cash, then you create the offer that fulfills whatever promise your sales message made. Does that make sense?
When you do it in that direction, oh my gosh, it's so much easier. Your customer is creating the offer with you.

The book, Innovators Dilemma. Innovators Dilemma talks about that. Since you're creating a new niche, the problem with markets that don't exist is that since they don't exist they can't be analyzed. And since they can't be analyzed, right, you're not going to be able to go ... You're going to make it based off of your own precepts. The issue with that is you are immediately going into an approved base offered.

So let's fix, the fix, the way to fix all of it is to sell. Figure out what message sells. What message gets people off their butt, because people are inherently lazy, and money in your hand. Then you create the offer with them. You create the product with them. So that they are helping you discover at the same time, in tandem, it has to happen at the same time.

They're helping you create this new niche, together. It's not made off of your own precepts. It's not made off the precepts of just a single customer. You're doing it with the people that you've been selling. And when you do that, oh my gosh, it's so much easier. Number one, because you're not going to over shoot the bounds of what they need to feel fulfilled. Number two there, you're going to be able to go in and they will literally help figure out ... You're going to get cash in your pocket before you ever start doing it.

And when I did they said ... I didn't get out there and say like, "Hey, here's a bait and switch on you. Oh, gotcha it's not made yet." No. I was very clear and open. Look, it's not done yet. Because of that, I'm going to give you early bird pricing. Ezra Firestone just talked about this in an interview with Ryan Moran. He does the exact same thing.

He goes out and he sells a little bit cheaper to his beta group. I didn't. And then they help him create the product. Then when you know what offer sells and fulfills the message that you promised in your sales message, then you're going back and you're doing all the ninja crazy stuff with the funnel.

My funnel right now is limping along. I know it is so broken. I know it is. I don't care. For the first three months of me doing this, I have not cared. I don't even have a consumption, I don't have all the ... I don't have the bells and whistles in my funnel, because I know it is not what makes the sale.

The sales message makes the sale. Your product never is good enough to sell it by itself. So stop caring about it. It's not what puts cash in your pocket. Figure out what the sales message is. Then go out and then fulfill whatever that promise was in the sales message, fulfill that with the customer. Help them, have them help you make it. And then you go out and then you start doing all the funnel stuff.

I'm finally at a spot now where I just proved after the funnel works and now I'm going back, I'm circling back to the actual sales message itself. I'm fixing my script. A lot of stuff's wrong with my script. It's still the original script that I wrote, pretty much, three months ago. A lot of stuff I'm going to fix there. Then I'll go back to the offer, sexify that out, make that even more attractive. Really, really cool.

Then I'll go back to the funnel. Add more cool stuff, more ninja stuff and I'll go back to the script, back to the offer, back to the funnel, back to the script, back to the offer ... does that make sense? That's how I do that and that's the way you do it where you're not waiting like over a year to get paid like I had done the first time.

Anyways, I am ... We're going to drive through some sweet peoples' funnels today. Make sure you got a solid plan and then help you implement that and then we're going to ... Then we're going to go ahead and help you get a plan.

So month one for you guys, just so you know, is all about getting that thing off the ground. Month number two, and you can do it faster but this is generally how I focus on it, month number two's all about traffic. And reacting based on what the market is telling you. The reaction area. Like I said before, this game's about you becoming a good detective rather than this brilliant innovator. That's not true. That's not how that works at all. People stress out like, "I'm going to be this big creative", no you don't. You gotta funnel hack first and then create something new and you do them in tandem. Funnel hack and be creative second, not first.

I was taught very wrongly in college about that. That I gotta make something that's brand new, something totally prolific, oh my gosh it's gotta be something amazing, something nobody's ever seen before. Are you kidding me? That's the most risky crap on the planet and you will lose cash.

Anyways, do it this way it works out. I don't care if you're selling eCom, info products, retail, B2B, doesn't matter. That's the model that I use that I go through it.

First sales message, what actually gets cash flowing. What are you going to do to fulfill on the promise that your message made? And then you obsess over the funnel and then I repeat it several times until it's amazing and then, then I feel like I can automate it, walk away and be like, "Sweet! Boom! Done. This is awesome. That's epic."

Anyways, that was a rant. I should've podcasted that, maybe I'll rip it out and toss it in a ... Alright guys, super excited for this. Thanks so much and let's dive into you students. Boom.

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

This is the extended version of what I taught at Funnel Hacking Live 2018. There are TWO parts to a funnel's core...

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

I’ve spent the last four years learning from the most brilliant marketers today. And now, I’ve left my 9 to 5 to take the plunge and build my million dollar business. The real question is, how would I do it, without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learned, apply, and share marketing strategies to grow my online business, using only today's Internet best sales funnels.

My name is Steve Larsen, and welcome to Sales Funnel Radio. I am so excited for this episode. I've been dying to record it. I feel like it's going to be one of the episodes that I look back on and I'm like, “man that was one of the Hallmark, amazing episodes of sales Funnel Radio.” You know what I mean? 10 years from now, hopefully this show is still going, but I feel like I look back and be like, “man, that was one of them. That was one of the ones that made it click for a lot of people.”

It's one of the things that made a click for me, and anyway, I'm excited to share with you. It all kind of started honestly, well, how should I say this? How far back you want to go?

Lets see, I was born in 1988. No. So, it's been it’s been a lot of fun working with Russell because, what is fun about it is, I feel like he and I are probably some of the only people on planet earth that geek out at the level that we do. And so, every time we see each other it's like a show and tell, like, “hey dude, check this out.” And he shows me, and we go through all the cool stuff he's doing.

And I'm like, “yeah, check this out.” I tell him all the stuff I'm going through and doing, and the epiphanies that either or of us have had. And so anyway, I was chatting with him a little while ago, and that is when he was saying, “Hey, we want to get you on the funnel hacking live stage”, and I was like, “sweet.” Are you serious? Okay. That’d be awesome. And, which just ended, and I'm kind of backtracking a little, okay? I'm a little bit behind on recording these episodes. But I went and he said, “We want you to teach new offer creation in 10 minutes.” I was like, 10 minutes?!

What? Oh my gosh! That's what I teach in 3 days at the fan event.” You know what I mean? Are you serious? Okay. Oh my gosh.

So, I was sitting there in and the magic formula happened, which is caffeine and dubstep. I was pacing around my own office here and I remember. My head was just kind of subconsciously on this problem, and I love that. Because I will be in random places around the house, around wherever, and I'll have these epiphanies like, “oh my gosh!

It's easier like that...

Holy crap!” My head is constantly on these problems, you guys. I rarely think about anything else, which sounds like obsession, and it is, and I'm glad it is, okay. I sit and just kind of think. I told you guys a little while ago how I kind of brainstorm and come up with these ideas. I imagine them as these little threads and I kind of tug on them, see where they lead, and if it's like good then I just drop it and I go on to the next thing and try and find different possibilities for solving different problems.

Anyway, I was thinking through. I was trying to distill down the 3 days into minutes. It was rough, it was rough. I was trying to work the problem, and figure out the different angles to teach it. I went into click funnels at like 10:00 at night the week before Funnel Live happened. I sat there and I was trying to do it for about 2 hours. I was doodling. For some reason if I can doodle it I know that I can teach it, and I know that it's a clear thing. And so that's the reason why I draw so many pictures. So, I was doodling and I was like, “oh my gosh.” I started having these epiphanies and they start coming faster, and faster, and faster, on the way to teach this.

Well, next morning I'm back in the home office here, which is where I'm now, and I was standing in front of my white board and all of a sudden I had this, guys I don't know really how this happens but I will forget where I am. It actually makes me a little bit nervous because it's happening more frequently.

Whatever I'm thinking of, that's where I physically feel like I am at that time. I will forget where I'm standing and I get kind of lost, in my head. 20 minutes will go by and I'll suddenly come to and realize that I've been standing in the corner of the room for a while. But I’ve been deep meditation and thought. It's a little bit weird and it's kind of happening more frequently. I'm kind of trying to get used it.

So, I was in one of those little, I don't know what I'm going to call it, weirdness things. I was kind of zoning out a little bit. All of a sudden, I had this realization. One of the things that people struggle with the most when it comes to building funnels is, they think that the funnel is a series of pages, and we have had the hardest time trying to describe in this very small amount of words, the shortest amount of words, what a funnel actually is. Right?

My mom used to think that funnels, I was selling literally kitchen hardware. “You’re selling funnels, kitchen stuff. You don’t even know how to cook.” I’d be like, “yeah I know I should not be in that space.” Anyway, we’ve had a hard time getting people to understand what a funnel is without people seeing it, right? We've tried literally for years. We’ve tried to figure out how to explain what a funnel is in the shortest amount of time, where people are like, and “oh.”

A couple of years ago, that's honestly where this whole conversation started. We were trying to figure it out. It's a series of pages linked together to turn prospective customers into buying customers. Oh man, that's just a lot of a lot of, how do we shrink it down? What’s the core of funnel building? Suddenly, it hit me! That’s what I'm so excited about, you guys! Holy crap! What is it?! I figured out.

I was sitting I realized, I was standing in front of the white board and I realized, that at the core funnel building is the offer. For a long time I was saying that. It's the offer, it's the offer, and the core funnel building is the offer. But it's not. It's actually only half of it.

The other half of it is story. It's the sales message. It's the belief that carries the offer, and those two things is what makes a funnel. It's the reason why whether or not you decided to make a funnel, you have a funnel. If you're in business and you've made a sale, you brought them through a funnel.

Whether online or offline, intentional or not, you have a funnel. It's just better if it was intentional. It's the reason why people can go, it doesn't matter if it's online, offline. Doesn't matter what you're selling. If there was a sale that was made, there was some kind of offer. Most times people don't make an intentional offer, they have a product, but there's also a message, a belief that carried that into the heart and mind of that person when they purchased it. I was like, holy crap! Maybe I should find that box, because I sent Russell.

I was like freaking out like, “holy crap.” And he was like, “oh my gosh that’s crazy. Should we change the drawings, change sketches?” So, this whole concept, it's not leaving me, and it's been staying for a long time, guys.

So, what I wanted to do real quick is go down and kind of teach you guys the same thing that I taught at Funnel Hiking Live. It took me a solid, see I had this major realization. It was like three o'clock in the afternoon and I started yelling. No one else was in the house at all and I would start yelling. “Oh my gosh! This is so cool! Are you serious?!” I was just yelling. Legitimate yelling and screaming. “This is crazy!” Yeah, I'm that guy but whatever. I'm proud to be that guy.

And I was like, “sweet.” I had to get my slides to them by the next morning. And so I didn't go to sleep. Had dinner, said goodnight to the kiddos, and then from that moment on, I stayed up until 4:45 in the morning distilling down to ten slides. It was so hard, guys, was crazy. So I worked a lot on this, not just at night but this has been a problem that's been on my head for years.

I’ve had the privilege of teaching a lot of times. But the quest to make things more simple is extremely important and making things complex does not make you smarter. In fact, usually means you don't bring as many people along with you, because they think you've got to be like techno babbly, loaded up. It’s better to just keep it simple.

So, what I want to do real quick is, I want to teach this in the way that I experienced it and I want it to be, how should I explain this, gosh guys, I would take notes. Because when you realize at the core of this, and you realize really, there’s three forces that were fighting with, that I was fighting with, to try to figure out what this is. When you realize what these are, where they come from.

I feel like it’ll make people’s lives better because you'll be more intentional on both funnel hacking and creating your offers, your funnels in general. Then I see episodes here, I can dive into this to teach you what I am looking at when I look at someone's funnel. It's not so much about pages anyway. So, let's get into here.

So, let's start with the plot to a woman's story. If you don’t know what I'm talking about, go to Funnel Hacking Live. So, I started with this question, how do you make money online? It really happened when my wife and I found out that we were going to have a kid. Our first child. We were super excited.

This is over four years ago now, which is crazy. I was reading dotcom secrets. Read for the first time, you guys all now this. I was in the prune, I was in an Army exercise. Laying down, with my M-16 for about 10 days in the dirt. With my weapon in my right hand, and dotcom secrets in my left hand. That's how I read the book the first time. I read the book it was like, “this is crazy.”

What I realized was that it was saying, funnel hack somebody.” Model someone to the T and then just do what they did. And there's safety in that. And it makes sense to do that. Students that get hired to click funnels, we start putting together expert secrets, but the message of that one is, create something new. So the first one says, model someone to the T, don’t deviate, the second one says, make something completely new. Do not do something like what someone else did.

And then I'm reading another book, read the book Innovator's Dilemma, which says that if a new market does not exist it cannot be analyzed. It cannot be analyzed. It's unknowable because it doesn't exist. It's your turn to create a new niche. Your turn to create a new market. You're going to have a hard time doing that out of your own precepts, out of your own head because you don't know you.

So, by the law of the way this happens you must create the new niche with the customer. It cannot be from your own head. Right. So you take those 3 concepts and think about them. Number 1, you've got to model hack, model someone to the T. Number 2, and create something brand new. Don't bottle anybody. Number 3, it must be created with the customer or it'll be an approval based offer by defaulting. What?

How does this all 3 go together? This question has been on my head for a long time. So, to answer this we've got to understand more of the core of the funnel I was talking about, because the answer is actually to do all 3 of those in tandem, to a point.

First of all, we're going to funnel hack. Second, this is like Dorothy in The Yellow Brick Road. We're going to follow the yellow brick road as far as the yellow brick road goes. When it ends, I'm going to teach you how to make a new brick, lay down there, but do it with people so that it gets laid perfectly, with directional customer.

Does that make sense? That's the answer. That's how you do it....

So, to understand more how to do this, let’s understand the core funnel building. First of all there is an offer and a belief, that’s. That’s at the core of a funnel. That's why it can be offline, online. Whether or not you made one on purpose, you have one. If you made a sale, you made a funnel. So, there is an offer and a belief, and the belief carries the offer. This is like those little red wagons.

That's a like story, whatever is in the red wagon is belief, that’s like the offer. The story carries the offer. That's how it works.

Without the belief, we would have the story part, the offer part does not get delivered. Because they’re going to look at it and go, I don’t understand that.” But if you understand that story it's what changes beliefs, it’s what changes paradigms, that people are like, “oh my gosh, I need that offer.”

Yes you do, comes with it. So, the story delivers the offer. Is this making sense so far? I don’t know if it is. I know I'm going kind of deep in this. It’s a little more techno babbly. I have graphics, and pictures, and drawings to display this but I need you to understand how this works.

Since that is the core of a funnel, you've got to understand that dream customer, the people that you would love to be buying from you, they're already consuming both. They're already consuming both and here's why. I don't want you to think of health, wealth, and relationships as 3 markets. The health, wealth and relationships, those are like the 3 moneymaking markets.

Those are the three no-duh buying experiences. Those are the 3 markets we try and fit every single thing into. Health, wealth, relationships. If you got health, wealth, relationships, one of those, your offer might not fit into it. You're like, “Steven, I'm selling Rubik's Cube. How does that work for health, wealth, relationships?” The actual product does not need to fit in it but the sales message, at least, must. I usually use the example of Gillette. Gillette razors. Right. What market are they in? Health, wealth, relationships? They’re in relationships. Why?

Because, I'm thinking of the commercial, some guy is shaving in the mirror, and he's like, “oh yeah, I'm the freaking man,” and a woman comes up afterwards and feels his face up. You've seen the commercials, right. That's what's happening. They're selling relationships through the commodity of razors. Dudes, you want the woman, you use this razor. Right. That's what they're doing.

You got to understand that your dream customer is already consuming both an offer and a belief, with hopes that it delivers to them either health, wealth, or relationships. That's another way to think of this. Because they're already consuming an offer and a belief, your opinions don't matter.

You're not the one who fills your own wallet, right. You don't fill your own wallet. Stop caring so much about what you think. Step number 1 is all about hacking, which is really answering these two questions. The two question is number 1, what is my customer’s current vehicle, or offer that they're consuming? And number 2, what’s the current belief of how they're buying it? It’s the and how what. What is it? You guys have heard that before.

I'm just trying to tie all these pieces together so it becomes clear. That's the core of funnel hacking. Funnel hacking not so much, “hey there's a green button on the right, there’s a picture of someone on the left.” Yes, that's like the micro level. At the macro level, what you really looking at, is you're trying to answer the question, what is the current offer and current story that my dream customer is consuming. That's my starting place, that's funnel hacking.

That’s the core of funnel hacking. So, what you're going to do is, like I said, you're going to fit your business into one of the 3 markets, right. Health, wealth, and relationships. And when you funnel hack, you're looking for those two things right. The offer the belief, from the red ocean.

Now that you know what the offer and the belief are, the second step is start applying more of the expert secret's model. Expert secret’s model is taking it into a place where you're selling a new opportunity, a new niche a new market that you're creating. And by the law of creating something new that does not exist, you cannot analyze it, therefore you must make your with the customer. And there's various ways to do that. Get clever. That's how it launched my product back in January.

So, please understand the offer equals the result, the offer delivers the result. When you create an offer, not product, it means you no longer have to compete on price. Rather than selling back to this red ocean where everyone’s competing on price and someone’s like, “no, I'm going to bleed for the customer more. No I'm going to bleed for the customer. No I'll take less margin.

No, I'll take less margin.” It’s this race to the bottom. If you don’t do that crap the way to get around it is by selling it offer. Because it over delivers on value, which lets you sell sell it at the actual price you'd like to. So, just structure an offer, this is super hard to do for podcasts.

I hope this is making sense, guys. I hope this is good stuff. Please understand that every single one of these concepts I'm talking about are all things that I realized over the last two years, especially, as my head has just not really ever left the topic. But when you're going to structure an offer, you actually don't structure the offer based off of the offer in the red ocean. You structure the offer based off of the belief in the red ocean.
Does make sense? Let me say that again.

To create a new opportunity to create a new vehicle, right, that will deliver health, wealth, or relationships, one of those three, you actually don't create it off of what the current vehicle and offer is. Actually created off of the current belief is, and from that we gain the vehicle internal and external related beliefs. This is complete technobabble and I am way the weeds here. Please stick with me, okay?

We're going to find vehicle based beliefs that people have inside the red ocean. internal and external. The internal beliefs, I like to think of them as insecurities. These are these are beliefs people how about themselves and their capacity to actually achieve something. I can't speak I'm not good enough. I could get on stage. I can't talk. I would know how to do this. I, I, I, I, and it's their internal struggles that they have when they see this new vehicle that you're going to present. Here's how you get health, wealth, or relationships. They look at it like, “that's so cool.”

“You know what. I actually believe you a little bit, but I'm not good enough.” And that's where the internal belief comes from. Or internal false belief.

The external false belief is usually more about excuses, then they blame their ability to be successful with that vehicle based on things that are away from them. They are pointing away from their own body. I don't have enough money. There’s not enough, I don't have time, my spouse doesn't want to support me in this. Does that make sense?

And they're pointing away, so as soon as you get them to acknowledge the fact that that vehicle is the way to get them health, wealth, relationships right that old vehicles not good any more, and you can offer this brand new one. As soon as you get them to accept that that vehicle, the next two places they go, is usually in this order.

It's usually internal for insecurities, and external for the type of excuses that they're that they're running through. Their excuses running away from them. Time, money, resources, spouse. That’s how it’s working. From those very three believes, vehicle interlocks to all, that is everything that I need to create a new opportunity.

Both offer and story. This is literally how I did it, guys, when I launched back in January.

I launched click funnels December 31st. No offer. I didn’t have an offer, I didn't have a sales message, I didn’t have a funnel, and I had nothing. The funnel wasn’t even built. That's it. I had nothing. All I knew is what the current vehicle internal and external beliefs were. That was all. And from that, I was able to go and develop the product, the message, the offer, and the funnel, the script all of it.

This part is so powerful and I feel like people just will skip over it like, “I know what the false beliefs are.” If you really know what those false beliefs are, you also know what stories the people are telling themselves in their heads that are sustaining those false beliefs.

You know the experiences they went through that created the story. You know what they're telling, that is the place in my mind where you intimately learn and understand your customer. And when you do so, it is everything you need to actually be successful in your funnel.

Because it creates the core in the funnel, a sales message, and an offer. Those two things. So, what we do is we take those vehicle internal and external beliefs, and we make a product for each one of them, a product. And we bundle them together with the main thing you originally wanted to sell, and that is the offer. Does that make sense?

Man, this is so much easier to see, drawing stuff. I've it all drawn out here. I wish you guys could see it. So, the offer and the simplest form that I can explain it, if you take the main thing that you actually want them to be buying and you bundle in a few other products that are directly addressing the vehicle internal and external beliefs.

For example, “Russell, I would get click funnels but I don't know what to write.” And Russell comes out like, “Don't worry about it. We've got this thing called funnel scripts, you need to write.” Does that to make sense? It’s a bonus that he's giving away when you buy the main thing, funnel hacks? Does that make sense? So, you're trying to sell the main thing, then you have several the products underneath. This is super super techno babbly.

A new niche is created when you deliver a new vehicle, a new offer. The offer the vehicle. And second, when you deliver a new story new belief that supports the vehicle. Does that make sense? A new niche, a new market is created, when you deliver a new offer and belief. It's the core of funnels. You're just creating a new funnel, selling it back to the red ocean that you stemmed out of.

There was a guy who walked up to me once at an event. He walked up to me and he goes, I don't know remember who it was, he walks up then he goes, “hey Steven, I got this sweet idea.” And he told me the idea. He's on like, first I'm going to do this. And then second, I'm going to do this, and then third.” This is my stack, this is my offer. These are all products that I'm going to deliver, these are the bonuses. And at the end of it he's like, do you think that's a good idea?”

And I said, “Well, who's going to be seeing it? What's the sub market that you're stemming out of? What's the red ocean that you're actually stemming out of? And he goes, I don't know.” And I said, “That’s the riskiest crap I've ever heard of in my life.” You have to know what sub market you're stemming out of, otherwise you're creating things out of your own head, your own imagination. Scary. Be creative guys, just be creative. Second, not first.

There's no relationship between being good and getting paid. However, there’s a huge relationship between being good at marketing and getting paid. What I'm trying to teach you and show you guys, is that this whole thing, the core of funnel building, is a belief. That’s marketing. It's a story. You're telling a story, you're changing beliefs. It's the sales message itself. And above it, it's carrying the offer. And that's all it is. That's all it is. It was 25 minutes for me to spit all that out.

But I'm trying to tell the stories associated with all the graphs, so that it helps break and rebuild your beliefs. But I hope that that makes sense. I hope that that's helpful as I say it. Because I want you guys understand why this matters so much. If you're going out and you’re like, “Hey Stephen. I went out and I created this sweet funnel. It’s not converting. Right. And he took no thought at all of the actual sales message, the offer, and stuff like that. It's going to be it's going to be rough ride.

It's the reason why a lot of times I’ll make up a design that I think looks kind of cool, but I don't spend that much time on it. But my stuff converts well. Why? Because I got a sick offer that fulfills the actual sales message. That fulfills the actual belief that I'm breaking and rebuilding for them. That's why.

That's why design doesn't matter as much as what you did. That's why. I want you to understand that. Anyway, I'm blabbering now. But I hope that makes sense. Just remember that at the core funnel building, at the core of a funnel general, is a belief, which is carrying an offer. All you got to remember from this episode. And you start to think through that, those are the things your funnel hacking. Those are the things you're creating in the new niche. Those are the things that will deliver a customer to you.

So, I'm super excited by that. I am seriously considering, in fact Russell's suggesting I do it too, make a book about offer creation. This is a topic that I obsess over and I love the science, and art piece of offer creation. So, hopefully that was helpful. I know a lot of stuff and it’s a bit of long episode there. Good thing you guys are used to it by now. Alright, talk to you later. Bye.

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

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Yup, I just changed up the whole funnel. Here’s what happened

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

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

This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels.

My name is Steve Larsen and welcome to Sales Funnel Radio. What's up guys? I hope you like my new intro. Just had several of you guys reach out actually and say that you like it. And so, it means a lot. I take a long time to write those kinds of scripts when I know that I'm gonna hear them a billion times probably. But, I wanted to create more of a journey. More of a ... Anyway, I've talked about that a little bit in the past.

I wanted to share with you a little bit more about my webinar and what I've been doing to it. I did a lot of stuff this week. It's been a crazy week. There were two days this week where I almost stayed up a full 24 hours just getting stuff done and working on it and the different aspects that I needed to crank out. It was ridiculous. And, I do not recommend that.

In fact, I always think it's kind of weird when people are like, "Yeah, hashtag the hustle." You know? And, they stay up 24 hours all the time. But, it just wrecks your next day anyway. So, that never makes sense to me. Be smart with your health. Don't do that too often.

Hey, what I want to share with you though is more about the webinar and the actual stats. I automated it. I already automated it. I know that a lot of people will probably ask me, "Steven, you always say to do it for seven months." Well, here's the thing. Before I actually launched the webinar, I tested it like crazy. I knew the messages were gonna work. I knew the offer was gonna work. It was all already tested before I actually pushed the button. You know what I mean?

And so, I didn't start from complete scratch when I started to do my live webinars. I did it maybe 12 times and I still, that final time, I was still using the original script. And so, here's the thing guys. You gotta understand this. This is how I look at the webinar.

This is the three phases of launching any product. The three phases...

And, I didn't realize that this is what I do or even that Russell, that this is what he does, but this is what it is. We first ... This is three spots. We first figure out a sales message. Understand that I said, "Sales Message". I did not say, "Offer". I did not say, "Funnel".

Now, 99% of the time Russell already knows what the sales message is going to be. He's done it so well. He's done it for so long. But, he understands right from the get go without really even thinking about it. He kind of starts from this place of sales message. Meaning, if he can sell it then we'll go make the offer. And, he already starts from those places ...

So, this is how I did my webinar. My webinar. Phase number one is all about creating the sales message. I don't give a crap about the actual product or the offer until I know that I can sell the thing. Right? Does that make sense? And, I know a lot of people say, "Well, duh, Steven."

Well, most of us don't do that though. We actually turn around and we're like, "Hey, what am I gonna sell?" Wrong question. The question is, "How will I sell it?" And, the problem is that when you start with an offer, when you actually start with the offer, the problem is that you become tethered by the offer when you're creating the sales message. Does that make sense?

You create restrictions. You're not free. You're not liquid...

You're not fluid to create whatever sales message you want...

So, what I have been doing for a solid probably year before I actually launched my webinar, what I did is I actually went and I started testing the sales message. I created an entire second podcast show about it. And, I just started dropping out the stories. And, the ones that really resonated, I kind of took note of that.
And, I was like, "Huh. That's the one that did it over here. Huh.

Oh, that's interesting. That's the story that did it over here. Interesting. Oh, wow. They really like this one and they hated that one." And, I started testing sales message. Also, my story.

And, when we actually get the story down, when we get the sales message down, whatever it is that gets people's butts out of their chairs and their wallets, and credit card in your hand, then you create an offer that fulfills the promises that you made in the sales message. Does that make sense?

When you actually find the sales message that gets somebody off their butt and gets their wallet in your hand then you create the offer that fulfills whatever that sales message promised...

When you do it the other way and you create an offer, and then the sales message, and then the sales thing, you are tethered in your mind. And, you have this thing where, "Well, my product doesn't do this." Okay, well stop thinking about that. Figure out what it is that gets people into action.

People are inherently lazy. What is the thing? And, if you found out, "Oh my gosh. This is the thing that gets people into action, sweet. Then you create. Does that make sense? So, step number one, sales message.

Step number two is then the offer. And, both of them stem off of belief. Both of them stem off of belief. At the very, very bottom. Or, sorry. The very, very last one, that's when I start building a funnel. And, that's when I build the delivery mechanism that will serve up those two things. Funny enough though, people usually do the exact opposite. They build a funnel and be like, "Hey, I want an... funnel."

And, they think of it in terms of funnels. That's not how it works. You think of it in terms of what are you trying to deliver? And, you go and you put together a funnel. If you do that first, then you build them out an offer, then you figure out how to actually sell the thing, super scary.

Super scary. Right?...

And, so you guys know I'm already automating it, but it's because of the three steps that I take.

You do it the other way around and you say, "Hey, what's the sales message?" And, as part of that, you're figuring out where the traffic is. With step number one, what's the sales message? What gets people off the butt? It's like ...

I know I bring up this example a lot, but it's because it's true. Before Tim Ferriss even finished writing a book he was out there testing headlines and titles for the book. And, he would test tons of headlines and he would spend a little money, like 20 bucks on tons of different ... Like, "Hey, 20 bucks for this headline. 20 bucks for this title. 20 bucks for this title." And, he would go test it. And, whatever one they liked, that's what he named it.

And, there wasn't even a book written half the time. He was just seeing what people clicked on.

And, that's exactly what I'm talking about. You figure out the sales message. What is it that gets people off the butt? They are so insatiably connected to what it is that you have promised. You've broken and rebuilt the belief patterns. You've helped them see the world in a brand new way and you are now served up to give them an offer. Aww. And, it's not there yet. That's okay because now you know it's safe. It's worth you time to go create that actual offer. Does that makes sense?

Sales message number one. Offer number two. And then, you create the funnel. And then, as soon as I've done that, I go back to sales message. Then I go back to offer, tweak that. And then, I go back to funnel and I tweak that. Then I start all the way back over again, a sales message.

So, the reason why guys is because I've been following my process. And, my process is first figure out the sales message, which I did. And, since the beginning of the year, we had like 50 grand and hot traffic sales. People were just super hungry for it. So, the first month, we did 100 grand. The second month we did like 25. And, it was mostly because I didn't focus on selling it that much. I was just building the offer that I knew was selling.

My numbers were looking great. Everything was looking fantastic. And then, the first two weeks here, I actually haven't really been selling it that much and the reason is because I had it down for like two weeks 'cause I was going and automating everything.

First, I was talking about the sales message. Then I built the offer. Now, I've been tweaking the funnel. And, it's almost been like month, by month, by month.
Like, since Funnel Hacking Live is ... I'm been getting on my plane here in an hour? I gotta get out of here. I was like, I just gotta podcast one time though. I'm excited to talk to you guys.

I woke up at 2:30 hardly being able to sleep. I'm so excited. I'm that much of a nerd, yes. And, I will admit it. But, anyway. It will probably be really April before we actually start to get real traffic turned on towards it. But, what I'm excited about is this guys. I'm so pumped.

I went and I actually turned on a little bit of traffic and my numbers are holding true...

Meaning, I was nervous that automating the webinar would drop some numbers. 'Cause people can sense that it's not live. The products are freaking awesome. That's never usually the issue. It's usually not that, "Hey, can we make something that's sexy?"

It usually does not have anything to do with the actual offer. It's a formula. The way you get to the offer is a formula. And, you follow that formula, you get to the offer, great. You might tweak it a little bit here and there, but the real thing that you are trying to figure out and the real place that people will struggle and suck it up on is the actual message part. It's the belief part. It's the part that ...

And, how to not number one just create it, but how to glean it from the sub-market they're trying to sell to. And so, when I figured out, "Oh, my gosh. I've nailed the beliefs. I know I've nailed the beliefs." That's one of the reasons I've sold so well. And, I was selling that puppy before it was actually even ready. And, they knew that. There was no slight of hand thing going on there.

They knew that. They were getting beta access to certain other bonuses that I had in there.

And then, when I created the actual offer, now the offer is actually done, then I went and I ... Now, I'm focusing on the funnel. Okay, what's the funnel that gives me back a little bit more of my time? I'm telling you, running three webinars a week, holy smokes. That is so much work as a solo one man guy. You know? One man show going on right now. Oh, my gosh. I tried that three webinar a week thing I was talking about for just a little bit and I was like, "There's no way. There's no way."

I could do it if everything else in my business was set up, but it's not and I'm the only guy running it. I'm excited just to barely have my first employee to come on over. He's swinging on over and he's handling support. And, he's kind of my assistant. He's also handling a lot of front line relationships. And, he's wearing a lot of hats, which he's pumped about and I'm pumped about. But, he's not gonna be over for another month. I was like, "I gotta automate this thing."

So, anyways. The reason I automated it was because my registration rates were about 52%, which is really, really awesome. And, even went to up to probably 62% for a while. 62% opt-in rate on a webinar page. And, I think on how I did it. It was really, really cool. I had many engagement things all over. My show up rates were 7-13%. Really low. Right? Really low.

And, I've talked about in previous episodes how I believe it's because the time in front of my webinar was way too long. Meaning, I did a webinar ... Especially, for who I was selling to, I can barely remember three days out what ... I don't remember what I did three days ago. And, if I'm asking someone to register for a webinar three days ago and it's not till tomorrow, I'm gonna forget. You know what I mean?

It needs to be sooner than that. So, I'm shrinking the time from when they register to the time the webinar actually happens. Right? I did that for a while and it really helped. And, I was like, "Whoa." And then, on that backend, my cart close sequence it was usually three days. I was like, that seems way too long. So, I went down to 24 hours. And, there was a big spike in sales. I didn't change anything else. I was like, "What the heck?"

Just because there was a little bit more pressure. But, it was almost a little bit too fast. Some people didn't really have a chance to go watch the replay that they wanted to, so then I'm out to a 36 hour replay sequence now...

That part I could keep. But, what I decided to do ... So, I was getting anywhere from 15-25% close rate, which is freaking huge, guys. That's awesome. Freaking huge. 15-25% close rate is a multi-million dollar webinar, which I know it will be. And, it's already shown signs that it's going to be, which is awesome.

So, the one number that I needed to chance, which I know I've gone through before is that show up rate. Well, when we automate webinars, the average show up rate is like 85%. It's like 90% because it's happening in the next few minutes. That's how they work. That's why they work.

You know? Next webinar happening in the next 15 minutes. What? So, I made a top of the every 15 minute webinar. So, every 15 minutes, that webinar starts over again and it's really, really awesome. So, I'm super pumped guys 'cause yesterday I really had the first time to really turn it on.

Got traffic sent to it...

And, my registration rate, I'm so pumped, was 46%. So, it only dropped like 10%. But, the show up rate was like, it was almost 100%. It was freaking huge. And, I was like, "Oh, my gosh." And, I was so stoked. And then, we made sales at a close rate of 14.62%. Guys, that's huge.

That means I can now drive tons of traffic. It means the rest of the numbers are working. It means that I can celebrate as if I've made a million bucks already 'cause it means it will. You know? Unless I really, really jack it up and I've got some awesome silver bolts up my sleeve that I actually can't tell you about. Some cool things for traffic that I'm very, very pumped about. Getting hooked up in several ways. Working that Dream 100, which I am, which we are, which we do. I will never stop doing that system. And, that's what's been going on.

So, anyway, I just wanted to give you guys a little bit of accounting before I see a lot of you guys. There's so many things in my mind I want to share with you guys that have happened this last little bit. Things that I'm learning. More clarity, the things that I've been understanding. And, teach you how I've been ... Why did I feel comfortable leaving a job when I really had no business set up? You know what I mean?

Like, that was ridiculous. That sounds so crazy. I don't ... That's mere madness almost, honestly. To go out and do that. But, it's because of these certain things that I knew, and I learned, and I saw the patterns that saved my emotional sanity and said, "Yes, you can go ahead and leave your job and it's gonna be fine because of these signals and signs."

Number one, it was testing the sales message because people were knocking my door down. I mean, I think I have probably close to ... It's several hundred Facebook message requests asking about my MLM product. And, I barely have gotten to a spot where I can even respond to them and say, "Hey, let's get over here and you can check it out here."

When I saw that. When I saw the ... Frankly, the other podcast audience is far more interactive with me than this one is. When I saw that ... When I saw ... When I even just talked about ... There were certain buzz phrases I learned that they liked. And, when I would say it, they would go nuts, and they'd look for a product that was the one I was saying and there wasn't one out there.

And, I was like, "Sweet. I can totally do that." Does that makes sense? So, all these little signals and signs. And, I had a beta group that I brought through. I didn't even have the actual product. I was just teaching them the concepts. And, they were going nuts. I had a beta product overall. Not just group. Like, that I launched about a year prior to. And, I saw the ridiculous response from it. It was insane.

And, I took that off once I saw all the issues with it, which is great. So then, I knew more of actually what to ... You know what I mean? There was a lot of stuff that I did. A lot of ground work. It was not just like I pulled the ... I jumped out the airplane and build the parachute while I was falling, but I still had all the materials laid out before I jumped. You know? Does that make sense?

The groundwork was still there. And, funny enough, the ground never really comes when you jump out of the plane. Usually not. When you jump out of the plane without a parachute in that metaphor. Please don't do that in real life.
Anyways guys. I'm really, really excited.

I woke up at 2:30 this morning, like I said, just super excited. I had a hard time going back to sleep. I got a mastermind that we're running tomorrow with a bunch of you. Very excited. I still gotta figure out more of what I'm gonna teach there. But, at those, I feel like highest level stuff is too ... I'll teach my cool stuff, but I love doing one on one Q&A and taking people's businesses a little bit further.

If I could do that the rest of my career I would do that, I think, mixed with one or two other product styles that I know I want to go after. So, anyways guys. Gosh. I'm so excited.

When you get to Funnel Hacking Live, take notes. I could not believe the first time I went. I bootstrapped my whole way there. I gave more to get there than the majority of the people who were there. And, I sacrificed my face off. I took 52 pages of notes. Very detailed notes. I still have them. They're right next to me.

And, that last night when I didn't have a place to stay, I stayed up. After I applied to Click Funnels, I stayed up and I started going piece by piece through the entire, all the notes that I took, because I wanted to solidify them in my brain. I should go through those. There's some good stuff in there.

Take notes. I was appalled how many people left their notebooks that they gave them on the chairs. I was like, "What? Do you know what I just learned? Did you just sleep through all of that? That was ridiculous. I just finished my marketing degree." That's where I was at the time. I'm finishing my marketing degree and that was better than all of it. The first day. The first session. I was like, "What? Take notes." Anyway. Something that happens when you write it.

Guys, I'm very, very excited. Please come with an open mind. And, if you're hearing this after the fact, that's totally fine. Anything you learn from any guru that you've realized that you need to study from, take notes from them. One of the things I've learned recently as well is that it's good to read deeply on a broad spectrum.

Or, I should say, it's good to read it on a broad spectrum from lots of different ... And, learn from lots of different gurus, lots of different people that are out there...

However, I found that just really deep diving with only one or two people and you study what they done deeply, very successful individuals. Obviously, the one that I'm going after is Russell. Obviously. I go through, I study him very deeply. And, all of the study, all of the strategies, all of the pitch strategies, all the things that ... And, figure out who that is for you. Study that person and their work very deeply. And, stick with them.

Don't just go so broad. Broad is good, but choose a few characters particularly and go deep with them. And, when you do that you, you learn a lot more of the patterns inside that's ... I mean, it's just like I share on this podcast. The only reason I can do that is because I've studied the heck out of the scripts. I know his scripts. So, when I see him change it up, I'm like wait, what did he do? And then, I see the connection and I see the pieces. And, I'm like, "Oh. Did anyone else see it?" And, lots of times, no. Because we're all studying this guy and this guy, and this guy ...

Okay, that's great, but especially at first. Like, to really super advance your progression in this game, just go deep with one or two people. You know what I mean? And, really get to know them. Really get to know their mind. Not just their works. And, their materials that they've put out.

Anyway. Great stuff guys. Super excited. I'm writing a book. That's awesome. We made the outline already and it's freaking incredible. If I say so myself. We just barely launched the affiliate program, which by the way, if you are interested at all, would love to have you. We're gonna have a lot of sweet affiliate contests here in about two weeks. It's so cool. Basically, I figured out the math to basically buy anyone a new iMac. And, a new iPhone. And, a new ... Basically all the Apple products 'cause I like Steve Jobs. Rest his soul.

And, anyway, there's a lot of stuff that's been going on guys that I've just had a ton of fun with it. And, anyway, excited to see you guys. Remember the secret phrase. I filmed the special stuff yesterday for those of you guys who remember the secret phrase and walk up to me.

Anyways, you guys. Thanks so much. That's kind of been a counting of the last two months of my webinar and me automating it and why. And, I will certainly continue to do live webinars for sure, but as I finish this funnel side ... Now, I'm now gonna go back step number one and it's time for me to tweak my slides. And, I know what to change. And, I've got some cool other things that I'm doingthat I can tell you about a little later.

Anyways, guys, thank you so much. And, go crush it. Bye.

Whoa, thanks for listening. Please remember to write 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.

Why learning from my podcast is LESSER than learning from ME…

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

I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million dollar business. The real question is how will I do it without VC funding or debt completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio.

What's up guys? I got a really cool episode for you guys here today. It is a crazy week, which means it's a normal week. There's a lot going on though. I mean we are in the pre-funnel hacking live stage and there's a lot to prepare for and a lot to go through. This week I am automating pieces of my webinar still, there's a whole bunch of assets I got to get to my traffic driver who I will interview here shortly for you guys so you can learn from her because she's amazing.

All the flash drives I told you guys if you run up to me and say the magic word, which you have no idea what I'm talking about go back and listen to a few episodes ago, or actually I think it was last episode. Anyway, there's paying bills, I got to build an affiliate program, which I'm very pumped about for my program. I figured out a cool model where I can buy people an iMac, like those brand new ones that are $5,000...

Anyway, we've got a cool affiliate program we put together, which is very, very awesome. Maybe I should tell you how I did that as well. Then I'm actually building out this really cool members area. I've been building out a lot of live funnels lately. One of the reasons why is because I was the lead funnel of their click funnels guys. I built almost one funnel a day. Literally that's what the numbers were.

Almost one funnel a day was the average, which is crazy. The last few months of me being solo I have build one funnel, you know what I mean, there's only been one, I guess two, there's been two revenue funnels. There's been a few management funnels, but my entire focus is just on one single sales funnel, my webinar one. It's been a little bit weird to go back and think through oh my gosh, I almost have the itch. I got to build something oh my gosh. It's been weird, I've shaved my focus down to just having this one funnel, and really, really enjoyed it though.

I'm really, really excited though for this. There's a lot going on and I'm excited to get you guys in the loop. I got one really, really cool announcement and I want to tell you why I'm excited about it.

Gosh, I'm joining Inner Circle, Russell's Inner Circle, and some of you guys might be like, "Oh my gosh, Steven you vox him almost daily, why, why would you do that?" The reason why is because I'm coaching now. Does that make sense? I'm coaching now. When you have a coach and if they're not being coached also you're getting cut short. Does that make sense? I'm getting coached, which means I will continue to be a good coach. Does that make sense?

That's the reason why I'm so excited guys.
I've told this story before, but I remember I wanted so badly, so badly to join Russell's Inner Circle. This was like three years ago, yes about three years ago now, and click funnels had just barely been out for just a little bit here and Russell sends this email out, and he says, "Hey, just wanted you to know that there's only a few spots left in my coaching program," and I remember I stopped dead in my tracks. I was on campus, I was in college and I stopped dead in my tracks. I was in the basketball stadium and I was walking through, passing through, going through some class I had or to the gym or something like that, I can't remember.

Anyway, I remember I stopped right there and I replied to the email. I don't think he read it of course, that's fine, but I replied to the email and I was like, "Hey, crap, no, don't shut it down, I want to get in this. I don't have the cash for that kind of thing yet."

The first year of marriage together my wife and I we only made $18,000 our first year of marriage. That's is $18,000, and most of it I think was loans. We were poor, poor. Guys I've been there, which is why I get so passionate about this when I see someone. I'm like, "I know you're close, I see you. I see your scenario. You are so close to this, just do it." I went through and I replied to the email. I said, "No, stop, wait."

I was like some day I'm going to join that. I had no idea that four months later I was going to be working for him in the capacity that I was. I was already moving, I was already in motion. I already had a little funnel building agency. I was building funnels for other people, other businesses, and it went really, really well. I've told that before, but the reason why is because here's what happened.

This is one of the most powerful lessons I feel like I could ever teach somebody is this right here. Is that there is a huge difference between personal and impersonal knowledge. Impersonal knowledge and personal knowledge are very, very different. They come at different values, they come at different weights, they hit harder. It was like Stephen, what's the difference between personal and impersonal knowledge? Well here you go. I get hired. I go and I'm sitting next to the man and I'm freaking out. I think I was mute. I literally did not say anything for the first two months I worked there because I was like I'm literally an arms length away from this guy who's already changed my life and now it's going to keep changing because my proximity is literally two feet from him. I could put my arm back and scratch his back, literally right there.

I was like oh my gosh. I had clearly understood the extremely rare opportunity that that was to do that...

I was sitting there next to him and for the first little while I would just sit and I was building funnels like crazy obviously, building whatever you needed to and just cranking stuff out. The deadline for getting things done was always that it needed to be done a day before whatever the day currently was. We were just hauling balls, we're just getting stuff done, it was tons of fun. As time went on and I started telling him like, "Hey, I got this podcast that I've started called Sales Funnel Radio." He'd be like, "Oh cool." Then he'd start giving some advice. I was like oh cool, "I'll totally go do it that way." Then I'd be, "Hey, I built this funnel" just kind of in passing and talk to him and he'd be like, "Oh that's awesome. Make sure you do this, this, and this." I'm like, "All right, cool. Yes I already done the X, Y, and Z. I added these things in." He's like, "Whoa, that's pretty cool."

Then in passing or sitting next to him again and building stuff out. He'd be like, "Hey, how about one, two, and three?" I'm like, "Whoa, how about A, B, and C?" Was I learning that from a book? No, no I wasn't. It was extremely tailored knowledge to whatever scenario I was currently in. There's a huge difference between person and impersonal knowledge, it is a very common thing now for me when I go to an event for someone to walk up and be like ... So many people have said this to me now.

"Stephen I've listened to all of your podcasts, I feel like I know you. I've spent tons of hours just listening to the stuff you said, your stories." I'll be like, "Wow." I forget I've told literally every aspect of my life on this podcast.

I remember the same feeling. I saw Russell and I was like, "Man, I feel like I know you. I've consumed all of your stuff." The first time I ever met him, at that first Funnel Hacking Live that I ever went to. "I feel like I know you." You still don't though, you know what I mean. That's impersonal knowledge, and the difference is massive. Personal knowledge, in order for something to be qualified as personal knowledge I must get personal with you. Does that make sense?

Meaning one on one. Russell shared a lot of personal knowledge with me. I'm not saying private stuff. What I'm saying is he would get ... It's personal knowledge to me. Where he would sit down and he would say something or disclose something or something about his life and now we're in the personal knowledge zone.
When you get into that zone the knowledge is deeper, the knowledge sticks harder, and it is far, far, far faster.

My progression is far faster when you get into that zone. It's one of the major reasons why the guru on the mountain is such an important principle. If you don't know what I'm talking about the guru on the mountain is the principle that as someone becomes more of an expert in their field they must charge more for people to get closer to them.

Which is weird, it feels weird, especially for the expert. A lot of times that's a weird phase to start getting into, but the reason why is because it there ends up being so many questions and so many people asking questions, there has to be some kind of system to sort out who gets the guru's attention, who gets the experts attention.

It's very, very fascinating. Understanding what this whole personal knowledge and impersonal knowledge thing. Impersonal knowledge yes, while it is fantastic, yes it is the starting place. You get it from the books, you get it from the podcast, whoever you're listening to, you're consuming from, it's still impersonal. You are seeking personal knowledge because of the speed that it gives you, the progression that it gives you. I was already hauling, I was going so fast, barely sleeping for years before I met Russell personally.

I felt like I knew him beforehand, however I didn't, not personally. Then when I sit down and I start talking with him and he and I start sharing aspects about our life, in order for something to get personal I must share something, I must deliver and expose myself in some aspect of my life to the other individual. When that happens there is a bond that happens between whoever it is that you're doing that with. What's cool about that is that knowledge transfers very, very, very intimately where you can take it and run at a much faster pace.

Is this making sense? This is a very, very, very big deal. You should seek to get that kind of knowledge and that's the reason why you should pay to get closer to the guru on the mountain. It's the reason why I'm joining Russell's Inner Circle, it's the reason that I am coaching now also right, which I told you guys about that. I'm not pitching you, I'm telling you that this is the reason, one of the reasons why I'm doing it is because those people who join, which thank you, what's up guys? I'm very, very excited.

Those people who joined, those people that joined they're going to get from me personal knowledge. Because of that I know that I can help them be successful with it. It's like when somebody comes up and they're like, well what's the package you're going to get? What about this?

What about this? What about this? Where are you going to get this, this, this, this? They start checking the boxes, things like that. It's not a check the box thing.
One of the talents, one of the coolest talents you can ever develop is the ability to sit and listen to another individual and be actually listening. Don't be thinking about the next thing you're going to say. Sit and actually listening, and when they're done speaking be like, "You know what, I would do this."

You give a piece of advice to another individual. That takes a certain kind of talent and you must have a certain amount of finesse and experience inside of your field in order to actually be able to pull that off. That's all I've done for the last year, over a year now as a Two Comma Club coach every Friday for hours. Then on stage, and then on the podcast, and all the other places, and that's the reason I do it is because I'm trying to develop that skill on purpose.

Finally when I feel like I got to a point where yes, I've done this enough times, I can have my own little coaching thing. I want to deliver personal knowledge. Have you ever noticed how interesting it is when someone actually gets inside of an inner circle program or they get close to a guru or whatever, they seem to accelerate like crazy. You know what's fascinating? At the core of it they're getting the same information that you are impersonally. What's the difference? It's personal knowledge. It's personal knowledge, that's the difference.

I hope that I'm hitting this on the head and that it's not weird or confusing. I hope that what I'm trying to say ... There's an X factor. I love the book Leadership and Self-Deception. This is another reason why impersonal knowledge either does or does not get transferred when you're with individuals. Have you ever hung around somebody and at the end of them, when they walk away you're like oh man, that conversation was a little bit fake?

You know what I mean? I had an experience very recently, it was actually last week. I was speaking to somebody and the person was just fake, very not themselves, and people can see that. They can see straight through it. If you're being true to yourself, if you're being true to your own ... You have to be true to yourself to actually transfer personal knowledge. You should seek to be able to get that intimate as far as being able to help another individual in the form of knowledge transfer. Not all knowledge is created equal, it's not, the faster knowledge.

Classic story, classic story right. One of Russell's Inner Circle people they didn't have the cash, well they had the cash but it was their last $25,000 and he went and he paid this $25,000 and kind of gave everything to get in there. He immediately was able to have very, very fast success because of the proximity to the other people that he's around, be able to take on that form on knowledge. What is it? You can either buy your way in or you can work your way in. What am I trying to say here? I'm trying to say that when you decide to actually go get coaching from somebody number one, make sure they know what they're freaking talking about.

Don't just go get it from someone who's just a little bit further down the path. For products I feel like that works really, really well, but you should seek to learn from the people who know what they're doing and have a crap ton of experience doing it, which is why I offer the funnel coaching.

Besides Russell I don't know another person who's built as many funnels as I have. That's not conceited, that's true. I just don't, you know what I mean? That's the reason why I'm like, "Hey, if you want to learn how to build some sweet funnels I got you." You know what I mean? At the core of it a funnel is an offer. We got to build offers. Funnels are just manifestations of the offer. That's all it is. Anyway, so what I want to do is that this great book, Leadership and Self-Deception. Really, really enjoyed this book. If you never read it it's absolutely fantastic. The first third of the book alone I feel like is the major core lesson.

Anyway, there's a realness that the guru must have to be able to transfer that kind of knowledge to another person. It starts with this whole notion of being able to be true to themselves, like I was just saying. What I want to do real quick is I wanted to read a few different passages here from this book.

This is a fantastic book. I actually really, really enjoy this book. I have marked it to death. My style for reading books guys, just so you know, is every time I read a book if there's a page where it's like man, that was really, really good I will fold the bottom corner of it so that I can pick the book back up later. I read this book I don't know how many years ago, but I've got all these corners folded down in the bottom of the book and that's when I can go look at the highlights again and be like oh yeah, that's what that was.

The scenario that this book is talking about, the first little bit. This is a scenario I've been in and I can't tell that I've actually made the right decision every time. Where the scenario of the story, the book is telling a story and the story is that there's a young couple and the couple they have a kid, and the kid in the middle of the night, everyone is sleeping in the middle of the night, the kid starts crying.

The dad kind of wakes up and acts like he doesn't hear it. Other dads what's up? How are you doing? I've done it too and he acts like he hasn't heard it. It's a brand new infant. I can't even feed the kid, I'll let her take care of it. I regret to say that I've done that before, we've all done things like that before.

If I was face to face with you right now and I just said that that would be personal knowledge, but because it is a one to many styled messaged, sales message that's good to get to a one to many sales message. One to many as far as knowledge transfer that's not personal knowledge. If I said that to you one on one and I went into a little more detail we would now be in the personal zone and anything I said about funnels, or helping you later on, or whatever, that actually will affect your actual life.

That's why you seek to get into the personal knowledge zone with your guru, with whoever the expert is that you're following. Pay them whatever they're asking. There was somebody who was trying to negotiate. Guys negotiating price, price is not real. There's no such thing as price.

As far as getting close to somebody else when they're like, "Hey, why don't you come along," and why don't you come in and be like, "Hey, why don't you come along and do my coaching program?" "Hey, would you do it for this amount?" It's like, "No, you're missing the whole point." It's not about price, it's about value, it's completely different. Anyway, different side rant there.

In the story of this book, in this book itself ... I'm kind of all over the place right now but hopefully that's okay. Just follow along with me. In this book this young couple no one's gotten the kid yet. The other one is sitting there thinking, "Hey maybe they'll get it. Maybe they'll get the kid. Maybe they'll get the kid." When you do not act true to yourself what you do is commit self-betrayal. Here's self-betrayal, this is what self-betrayal is. It actually defines it in the book Leadership and Self-Deception, self-deception. The first thing you should do is self-betrayal, it's one of the first things that you learn in this book. When you see your ability to help another individual and the opportunity to do so, and you do not it is an act of self-betrayal. It literally says an act contrary to what I feel I should do for another. An act contrary to what I feel I should do for another.

What ends up happening when you commit acts of self-betrayal is this. He says, "When I betray myself I begin to see the world in a way that justifies my self-betrayal." That make sense? This is the theory of cognitive dissonance applied to self-betrayal. I'm getting way too deep on this episode. I hope that's okay, but let me wrap it all up here. I'm going to come full circle so that you guys understand what I'm trying to say here. When I betray myself I begin to see the world in a way that justifies my self-betrayal.

Then when I see the world in a self-justifying way my view of reality becomes distorted. Does that make sense? If you are learning from somebody who cannot get to the personal stage with you, who cannot share of themselves, you will not get to the personal knowledge zone, which is the knowledge speedway. It's like the knowledge fast track. It's one of the major reasons why Russell's fun to learn from.

How many stories does he tell about himself? How many stories do I tell about myself? When you are not willing to tell stories about yourself, whether it be slightly embarrassing or not, it doesn't matter. Are they true? Is the story true? I told you guys that story about me dancing around on stage for a little bit and I squatted down, I totally ripped my pants straight down my butt. I told you that. I told you that story for a reason. I am trying to practice being completely bare with the world. I'm trying to practice being completely open because when we speak face to face we will have gotten past all the pleasantries of society. How you doing? Good. How's your day? Awesome. What you been doing? This. Want to get past that crap. Let's get to the real stuff.

What is it you actually want to get to? When you get to the personal knowledge zone with an individual and you cannot do it with somebody who is in the act of self-betrayal, which means when they see that they are able to help you they must ... I'm very excited here guys because in two hours I go live with my new coaching students. In two hours I go live with them. I love doing this. I do this every Friday.

I've been doing it every Friday, 52 times. I went for four straight hours every single week for six months non-stop, no break with hundreds of students, diving deep with them into their business, getting personal, trying to transfer as much of the how-to knowledge as I can. That's the whole point of this episode I'm trying to make guys is that you must seek to get into the personal knowledge zone with the expert. Number two, that person and you cannot get to that if they are in the act of self-betrayal. You get to an act of self-betrayal by not helping somebody when you know you could.'

For that reason in two hours when I go live with these new students that I've just taken on, I must first of all I must get vulnerable. I'm going to teach a little while before I actually start talking to any of them and actually coaching them on their businesses. I must get vulnerable, and as I get to that vulnerable stage they will do the same with me, and when they get vulnerable and not try and posture themselves and act like they're farther than they are, or act like I'm farther than I am, and when we get vulnerable we get to this spot where we can help each other as we are, not as we want to be seen. When that happens we will get to that personal knowledge zone which is the information fast track. I am completely aware that I had this massive catalyst and giant caffeine boost to my progression by sitting next to Russell. I know that. I'm not naïve of it, I know it. I'm completely aware of it.
Someone once was like, "Well you had this completely massive advantage by sitting next to him." Yes, I worked my butt off to get there, I know that. I'm completely aware of it. I'm not going to act like that's not true, but it's because of my willingness to be vulnerable and his willingness to be vulnerable as well about where we are and our ability to actually help other people. The other individual will not allow themselves to be helped if they will not be vulnerable. Does that make sense?

This is like a deep episode guys. I just hope that you understand that. That's one of those frustrating aspects for me. It's like the weirdest sixth sense and sad thing, talent development to see when people are not in that.

There's a lot of times I've been on stage and I'll be standing there and I can tell the person's trying to posture. I understand there is an element to that. This is show business. There is an element, but you have got to not posture. I am begging you. When you get to Funnel Hacking Live that you be you, you do not posture, you do not act like you are farther than you are, but you are so charged, bright eyed and bushy tailed, just ready to take on the world. That attitude alone will get you father along than not knowing the next step. Does that make sense? I hope this is making sense. It's kind of a different kind of episode and I just wanted to get a little bit, I don't know if philosophical is the word for it, but it's just the pattern that I've noticed.

Impersonal knowledge is good. Impersonal knowledge is good. It kind of sets the foundation and ground works so that when you actually get to meeting face to face with whoever the expert is you're trying to follow, you can get to the vulnerable stage because there's a ground work already. It does speed up the progression a lot. Then when you actually get to face to face and you actually start talking ... Anyway, it's very, very fascinating when you allow yourselves ... This is the definition of allowing yourself to be coachable. Does that make sense? When you are not in the act of self-betrayal.

It's always funny, there was several masterminds that I've participated in. There's one or two masterminds I've been in though where I can tell some of the people in the room they really, really, really, really, really want everyone else to know that they're cool. It's like we get it, all right you're cool, I get it.

If you just check your freaking pride at the door and be like, "Look, here are where my weaknesses are." You enter this zone, especially when the guru is also in a personal knowledge scenario and everyone has said I'm going to come as I am, let's all come as we are, and we get to this certain spot, oh my gosh there's magic that happens in those rooms guys. I mean that's what I crave. I've been a part of that many, many times. That's the reason I'm joining Russell's Inner Circle for real.

I told him, I was like, "Dude, if you're cool with it man," I hope he's okay I'm sharing this. This is me getting personal. I said, "Dude, if you're cool with it don't give me any kudos, don't give me any handouts. I want to pay full price. I want to pay full price to join your Inner Circle." I'm already talking to him like crazy still, so why would you do that Stephen? I am honoring the system. I am not asking for a discount.

I am respecting the zone that he has always lived in, the personal zone, he is that way with all of us. If you watch really what an attractive character is, if you look at the book Expert Secrets and it says develop an attractive character, a charismatic leader, you must get good at this if that's his thing. You must get good at being vulnerable. Stop caring how people see you. They're already seeing you as you are.

If you're real with yourself about it, you stop the acts of self-betrayal and you get to these cool zones, it's like magic in those rooms. I absolutely love it and I crave it. It's very hard to get to those zones with people. The Army is the only place I've ever had the kind of brotherhood with another group that I've ever had ever. You know what I mean? The amount of trust and the reason why, one of the reasons why is because we get personal with each other. Meaning we get to the personal knowledge zone. You're sitting around, you've been through some crap for the past little bit, whatever it is.

Doesn't mean you have to be suiting around or whatever. You know what I mean? There was a time we ran out of food for a while. We're all just sitting there like I lost 15 pounds I did not have to lose. When you're crawling around with those people and it's physically very challenging and demanding, there's a bomb that happens, and a trust that happens when you're shooting live rounds over each other's heads with the trust that the other person's not going to hit you. You know what I mean?

It's a huge deal. That kind of brotherhood, the only other time, the only other time I have felt that close to a group of people is inside masterminds where everyone drops the crap, is real where they are, they get to the personal knowledge zone, they're not in acts of self-betrayal, everyone is giving without the intent to receive back, they're giving answers, they're giving their networks, they're giving their resources, they're giving their advice, they're giving their experiences, the lessons, the shortcuts. It's funny guys, the people who say the more in coaching programs are the ones who always make more, they always do. For whatever reason it's honoring the system, whatever that is.

Anyway, it's a long episode guys and I hope that it makes sense and I know I kind of ranted and kind of rambled just a little bit, but I hope that you get kind of the picture of what I'm trying to paint here. If you are willing to get to one of those zones you, first of all will actually become coachable. I'm so excited you guys. I'm starting to get really, really pumped for the group that I've got coming in in two hours here. I've tried to preface the group.

I'm going to dive deep with them in each one of their businesses, whether or not they have a funnel. If they have a funnel we'll critique it, if they don't we'll figure out the plan they need to go build. Then I'll give them a whole bunch of assets, whatever ones that are applicable to the scenario to help jump start them, but it's not going to work unless I come to them as I am and as long as they also show up as they are as well, and we're all just teachable, trainable, and honest with our scenarios.

Doesn't mean don't be confident. Doesn't mean you got to crawl into the room on your hands and knees and be like, "Oh Mr. Humble," that's not what I'm saying at all. Just in your attitude of being able to be teachable and coachable. All right guys, that's it. Sorry for the long episode there but I hope that made sense and I will see you guys at Funnel Hacking Live. Please arrive coachable. Talk to you later.

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

Here's what I learned while watching Russell in his $3 Million Dollar HOUR...

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

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

Steve Larsen: Hey, what's going on, everyone? Hey, so I just barely left ... Where was I? I was in Vegas. I forget where I go now. I'm traveling a lot right now. I'm going all over the place. I was home for a few days, went over and traveled. I'm only home for a few days again. I'm going to go travel again. I'm home for just a little bit, then I'll go travel again. It's all over the place right now. It's been fun. I really, really do enjoy it. Missing the family though a lot actually, but it's been really interesting. I had the very rare opportunity of watching Russell pitch. I was at Grant Cardone's 10X event and it was a great experience.

I got to go sit down and watch. Honestly my favorite speaker was Grant himself. Okay? Besides Russell. I'm going to talk about that in a second. If you've not heard the huge news with that, which is pretty amazing, but I was sitting there and I was listening to Grant Cardone and he was teaching amazing stuff. Absolutely love listening to him. Super dynamic speaker. Great guy to listen to. I got a lot of great things from other speakers as well. Frankly the whole reason I went down to this event, okay, I was not planning on going to this event for quite some time. It was about a month ago. I remember I woke up one morning and I started thinking ...

I don't know why guys, but I started thinking you know what? I've spoken on a lot of smaller stages now. I've spoken on a lot of smaller stages and smaller events, anywhere from 1 to 200 people, many times now, right, and several other events when there's supposed to be more people and there wasn't and there's a smaller amount. You roll the punches. A lot of fun, but I started to think. I'm like, "I want to see big people. Really huge influencers. I've got to see them go speak on huge stages with massive audiences and see what they do with their energy." The entire reason that I went to Grant Cardone's Growth event, right? 10X Growth event.

I actually did not realize how big of a deal it was. I'm going to be completely honest with you. I didn't realize how many people were going to be there until I think the day before ... Not even. No, no. Yeah, okay, the day before I went down there, there was 8,500 people. 8,500. I didn't know. I have never been in an event that has been that big, that huge. I had no idea it was going to be that big, which there was pros and cons to it. Obviously I'm a huge fan of ... Obviously the pro of a smaller venue is you get a little more of the personal touch. However, the con is you may not get to network quite as much. I mean there's no way I'm going to meet 8,500 people anyway.

Anyway, literally the entire reason I went to this event was to go watch massive, massive influencers speak to massive, massive audiences. I've spoken enough on other stages. I've taught a lot on other stages. Obviously not just on Russell's, but a lot of others. There is this vibe. Okay? Each presenter pulls different energies and relationships out of the audience, and it's fun to watch.

They will match and they will mirror to the personality of the one speaking. It was fun to watch. It's always fun to watch. If you have ever listened to Darren Stevens, he talks about universals and truisms, things like that, to bring the audience together to get them to do things that you want.

I love studying stage and I love studying stage presenters and what they do to actually control the audience. They have no idea most of the time that that's what's going on. Anything from small and OP things, down to the words you say, the gesture you use, the stories you tell. Stage to me is an amazing performance. I have a lot of respect for it because of ... If you go watch a movie, they can do a million takes, but like on a stage, you got to be an A game the entire time. It's all in one take. It's super, super amazing to watch what these guys do. It's honestly what I aspire to do. I want to go do that really bad. I'm really pumped.

In a few days, I get to go speak in front of 2,500 people and I'm so excited. It's going to be over in Dallas. That's the biggest group I've ever spoken to. I didn't realize that that actually is a lot of people until Dave Woodward told me it was. I was like, "Oh, I didn't realize that ... I thought everyone's ..." Anyway, I'm excited about that and that's awesome, but knowing that, knowing that that was going to come up, I wanted to go watch this event and it is the reason that I went. I don't know what I was expecting or what I was even thinking, but I wanted to show up and I wanted to go, like I said, to watch how these guys interact.

For some reason I had it in my mind, I knew that Russell was going to go and I knew he was going to pitch, and I knew that he was pulling off some very special things to be able to pitch to that many people. That is a skillset of its own, but I watched. I was like, "Yeah. I'm going to go." I didn't tell him I was going to show up for a while and I went and I showed up and got to listen. The shocking thing right from the beginning, I don't know why I was expecting anything different. I thought well, there's got to be some extra thing that he's doing for that many people. What is it? There's got to be some extra ... I knew he was going to use the perfect webinar script.

I knew he was going to go through it. That's what I teach guys in Two Comma Club Coaching. I go through and teach you how to actually set up a webinar and get it going, which is ... Frankly, it's one of the major reasons I left my job. I wanted to go prove out and who that that's actually something I knew how to do as well, not just teach it. I'm actually doing it, which I am. It's great. I'll keep accounting for what's been going on there in future episodes here. I don't know why I expected anything to be different. I sat down and I can tell you that he used the perfect webinar script just like he would anywhere else. What was fun for me because I love that script.

That script has made millions of dollars. I can think of very few of activities in my life that are worth studying that are that high leverage of an activity to go study than to learn how to pitch one to many, right? Instead of one to one, one to many like that. What I did is I started taking these notes and Russell got up and I was so excited. I know. I want to watch a master in his game, right? I got to watch him do that a lot of times sitting next to him face to face or right at his side or whatever in his office, but it was always over a computer, right or it was always over ... There'd be these smaller stages I go see him present of, but never one that big.

For some reason I kept thinking that there would be this extra X factor. I can tell you, I even wrote down, I wrote small audience versus large audience equals the same. I don't know why I thought it'd be any different. There was a few things though, little extra flares, right? Little extra things. I mean he's been doing it so long. How can you do it truly 100% the same every single time? There was little tiny things that he did along the way that I thought were just brilliant, little shows of mastery all throughout, right? I took notes of them. I wanted to go through a few of what they are. There's one massive big one. I'm going to save it to the end.

There's my little hook to stay to the end, okay? One massive one. There was a huge shift in what he normally does. It was brilliant to watch it guys. Absolutely amazing to watch it. I knew it was coming. I was excited for it. We had studied this stuff before we've gone ... Anyway, it was right before I left actually. He had this huge memory hit. I'm like, "Oh my gosh. There's a guy who used to ... He did a pitch this way. Let me go find it." Like 15 minutes later he had dug up all the pages from years ago and all the emails and he was like, "This is it." When he found it, it was amazing. He's got an elephant brain for marketing stuff. Absolutely incredible.

It was one major thing that he switched. There was little funny phrases along the way that I keep continuing to pick up on and put it on my own webinar. Every time I do, I swear my wallet just gets a little bit fatter, which is fun. I hope you guys are doing those things as well. Anyway, this is a skillset to just study and learn and obsess over.

I don't know that I've actually told you guys this yet, I recently went and I took everyone of Russell's webinar pitches, anything from Funnel Scripts, DotComSecrets X, obviously Funnel Hacks, Funnel Builder Secrets, any of the software secrets when he did that pitch, I grabbed everyone of the pitches that I've ever seen him do.

I ripped the audio from every single one of them and I put them in this ... It's literally 11 hours of me listening to Russell pitch back to back to back to back to back. I will just listen to it, right? I've got it all together and I will just listen to it. Boom. Boom. Boom. Boom. Boom. Boom. One after another listen to ... There's all that education that matters that much in my opinion than learning that skillset. Have no mistake that I'm obsessed over this process. I absolutely love it. I love doing it. This is the thing for me to get better at. It's where I've dropped my anchor. You know what I mean? For a long time I just kind of ran around looking for different things to go do.
Anyway, what I wanted to do is I've got Russell's Funnel Hacks webinar presentation that we use in Two Comma Club Coaching on one screen right now.

Then in front of me, I've got also a whole bunch of notes. What I wanted to do is real quick just run through just a few little things. Some of them might seem tiny. Okay? Some of them might seem tiny. There's one major one though and I want to go through what that is. I want to document it. He certainly will I'm sure because it's just freaking incredible. If you don't know, he did over $3 million in an hour and a half. $3 million dollars in 90 minutes. He had a 90 minute slot. $3 million.

His goal awhile ago was just to do a million dollars in a day or even in just a year, right? I think it took four years to hit that million dollars in a year, which is awesome to hit that. That's huge. That's so cool to do that, and then he did again and again and again and again and again and faster and faster. The time getting shorter and shorter and shorter, right? Even the Two Comma Club Coaching program, we did that in three and a half weeks for a million dollars.
We did that several times in a few weeks for like Expert Secrets Book, things like that, and the timeline was getting just shorter and shorter, more and more compressed.

Finally, building up to this thing, this scenario where he did $3 million in an hour and a half, which is ridiculous. It's so cool. It's so cool. I'm so excited for him, so pumped for him. I went nuts on Voxer just screaming. Oh man. I'm so excited for him. Anyway, I want to go side by side real quick here.

If you study the Funnel Hacks webinar, the Funnel Hacks presentation, like I said, this is like the highest leverage stuff I believe you could ever go study that will pay you and pay you and pay you and pay you to learn how to do this stuff. Now I understand. I know there are other ways to pitch. I know there are other scripts. I know there are other formats, but this one is doing amazing.

Why change what works? I've been going back through ... I'm sorry. I've not actually gone to the actual content here yet. I promise I will here in just a moment, but what I've been doing also for my own webinar is I've been going through and I've been studying a lot of the big webinar people today, right?

I've been funnel hacking Liz Benny and watching her stuff. Dan Henry, right? Obviously Russell. Been going looking at Akbar Sheikh. I've been going and looking at each one of their pieces. Not just the pages, but inside each one of their scripts. How are they saying what they're saying? How does their slide say it? How are certain things here and there that are changing? It's been cool to go through and do that. The major foundation piece of my offer, that came from the market, right? I funnel hacked to a certain extent. I funnel hacked to a certain area and then after that, I went and I made my offer.

The actual changes to the funnel, now that the product's done, now the product that I've been selling is totally done, now I'm just focused on two things: the funnel, how can I improve the funnel, the actual buying experience and selling experience, number two, promoting it. That's it. Those are my two activities until I die basically, right? Well, number one, I'm really focusing right now especially on the funnel. I know there are things that are broken.

I'm fixing them right now. We're getting those done. I'm very excited for that. Then I'm going and I'm focusing on how to sell this stuff obviously. I've been going through that and I've been changing all these things.

My head has already been very much in the spot. That's the whole reason why I'm trying to pre-frame what I'm going to tell you that it's not like just random things I wrote down. This is stuff that I looked at very specifically that what he was doing that I'm going to go through and I'm going to add. Anyway, at the very beginning, like in the Funnel Hacks presentation, one of the things that you do is ... There's really two introductions inside of the perfect webinar and I don't think people realize that. There are two introductions. Number one, you introduce the webinar. Okay? Why the heck are they there, right? Why are they there?

If you've ever read the book Pitch Anything, it's one of my favorite books ever, it is definitely probably in the top probably 5 or 10 books I've ever read ever, and what it teaches and goes through is it talks about every time there's something new that comes up inside of the brain or in your life, your head runs through all these filters, right? It's always funny. My wife and I went ... I can't remember what movie we went to go see, but we went to a movie theater.

We were sitting down in the movie and the movie preview started showing up, right?

The movie previews are showing and they're these little basically little mini stories that are supposed to get you excited about the real thing. It's always funny. Everybody becomes a movie critic at the end of a movie preview, right? You always see everyone's heads turn to each other and go, "Oh yeah. We should see that. It looks great," or you'll see everyone's heads go, "That looks weird. That looks stupid. Dumb. Weird." Everyone becomes this movie critic. Why are you bringing this up, Steven? Because every time something new pops up in front of us, our heads starts to run through a filter, much like a movie preview. We run it through a filter, right?

Number one, am I in danger? Needs of the body. Am I in physical danger? Can I eat it? Should I run? Fight or flight? Should I meet with it? Random stuff like that, but there's these criteria that your head runs through whether or not you're trying to to keep you safe and keep you alive and keep you breathing, right? It's the same for every piece of marketing. It's the same for every piece. Unless you can get past the first part of that brain, you will not pitch that person. They will not make a buying decision, right? There are two introductions to a webinar. The first introduction is introducing the webinar itself, right?

That's where Russell says, "Hey, look, you're in the right place. This is where I'm going to show you how to do this without this. Here's my earnings disclaimer. Here is a testimonial of somebody else doing this thing." He doesn't even talk about what it is yet or who he is. The second introduction is introducing him or me, right? Because I'm doing the same thing, right? The first I'm introducing the webinar very methodically. Number two, I introduce myself. They got to fall in love with me now, right?

The whole reason for those two, especially the first introduction, is to get past that first part of the brain so that they know, "Oh, I'm in a safe place. Oh, I can let the guard down." I literally have been saying that in my webinars lately. "Guys, feel free to just let the guard down. It's okay. Let the walls down. This is a safe place and safe environment for us to all learn." I can't remember everything I say without my slides here yet. I don't have it totally memorize slide by slide yet like Russell does, but it's going in that direction. There's two introductions.

The story, Russell use the story at the beginning talking about the Four Minute Mile and he's using it right off the bat. The story is breaking and rebuilding beliefs. It's getting everyone the same plain. That's actually a form of NLP. Especially from stage, it's very, very clever for him to do that from the very beginning, to begin with a story like that. Most people know that story, which brings a sense of community and bringing together, right? All those little things. If you read the book Launch, the nine mental triggers, he is using those like crazy at the very beginning of that pitch. It's very crafted very, very well.

He's going through and that's what he's doing. He's going through and he gave the story about the Four Minute Mile. It was absolutely incredible. He tells his own story. He's using an epiphany bridge. "Oh, how cool to be if I made a million dollars? This guy made a million dollars in a day. My Four Minute Mile is what if I just made a million dollars in a year?" He's talking about these internal and external desires, using epiphany bridge script, right?

Now what we need to do is we need to see that this guy is not the only nutcase who actually had these results. He goes through and he's showing ... Because that's what the brain is thinking.

He goes through and he's showing success stories of others, showing some video testimonials, right? He's using the same exact format and formula. He very, very closely to the point ... It was right after he introduced the webinar, right after he kind of introduced himself as well, he goes into what he calls a price marinade. This is the major difference for fear of talking forever and talking your face off guys and getting to an actual point of this podcast. I'm going to go straight to the main idea. Okay? We've been going for a little bit. I'm just going to talk about it. He does what he calls a price marinade. He's talked about his before so I feel totally fine talking about it as well.

A price marinade. Now what's a price marinade? Now in a normal sales environment, it's very common for a lot of times to withhold the actual price until the end, right? What is that in Funnel Hacks? His stack, his value and his stack is $11,552. $11,552. Is this worth $11,552? Of course, it is. If all I said was this, is it $11,552? Of course, it is. Right? That's what he does. He goes through and that's what he teaches. His stack has a total value of $11,552. What typically happens is you withhold that information until the ever end. Then there's a big price drop, a public price, and then another kind of final price drop because you're special and you're on the webinar today.

In this scenario, he took that first part and he made it known in the very beginning. This is very key. This is very, very key. This is a huge deal you guys. You don't pull this off without a lot of finesse, which obviously he has and he could do very, very well. What he did is he went and he said, "Here is the price. Before I sell you, before I have anytime to break and rebuild your belief patterns, which is the rest of the webinar, to do the stack and to tell three more stories, before I get a chance to do that, I'm going to tell you the price of this." It's a very interesting play. I feel like I'm going through and I'm talking about and commenting on football plays from the Super Bowl right.

It's a very interesting play though to go through and watch a pitch man go and pull part of the price, the most expensive aspect of the price, and bring it at the beginning of the pitch, of an hour and a half pitch. That's a lot of time for someone to get out of their seat and walk away. It's how he did it that was very, very clever. It's called a price marinade because you bring that price forward and you talk about it at the beginning and you bring it up first so that it marinates. The brain has time to get used to that price point except that the price point that you said is actually real and say yes to it along the way. Is this making sense?

I know I'm like going deep into the weeds right now and it's not normal on my podcast to do this. Usually when I do this, people are like, "Oh, that's an okay episode." I'm like, "No. That was like the most gold I could have given." It's because it's not wrapped in terms of the story right now. That's why people might feel like that. Understand what I'm saying. He brought the most expensive, the total value of a stack, and he brought it first. This is what he said, "My goal is to show you that everything that I'm doing here for you to be successful you need to invest $11,552." That's about how he worded it. Is that okay? He made everyone raise their hand.

I think we raised our hand or we did something physical to attach to that verbal thing where we said, "Yes. Yes, Russell. I agree. If you can give me 10 times the results of my business right now," we're talking about 10X even he tied it right into it, which is awesome, "if you can give 10 times what my business is doing now, of course, I'll pay you $11,552." This was masterful. This was masterful because he charges $3,000 for the product, but they've already said yes to a much higher price point. Now he has the entire rest of the "webinar" live from stage, though in front of 9,000 people ... How many people were there? I think it was 8,500.

He's got the rest of the time to break and rebuild the beliefs that are saying no to $11,552. He went through and guys, the way he crafted it was just incredible. Just incredible. What's interesting is Russell's following the path with ClickFunnels that all of us would be expected to follow as well. First, you write a sales message. You make sure it sells. Then you actually built the product to make sure it fulfills what you sold, right?

Then you kind of go on the road selling it like crazy, and you're doing the same webinar to tons of people for a long extended period of time. That's kind of the road that I'm getting on right now and I'm feeling that shift...

In fact, I was talking to Cole. You guys know, he's my buddy and he's my first full-time employee, which I'm very excited about to be happening here in a month or two, which I'm very excited about. He was already keeping me on track saying like, "Dude, stay focused man. Don't go getting on anything else," but I'm willing that shift right now. I'm feeling the shift and Russell was in the shift. The shift is don't go build anything else. Just sell the crap out of the thing that you've proven, right? You go and you go and you start selling and selling and selling and selling and selling and selling and selling.

Russell for the last little while has done nothing, but the Funnel Hacks webinar...

Very few other webinars here and there that he's built from scratch. This one though, I think he built the majority of this one from scratch. It was amazing to watch the template and the way he used the template of the perfect webinar script and he took certain parts here and he moved other parts there. You need to see what parts are malleable and what parts are not. What's interesting is it's no surprise what's not malleable. Storytelling? That's not malleable. You tell your stories. You get good at telling stories. You want to know how you sell? Tell stories. You want to know how to market? Tell stories.

At the very based bottom line of it without going to any other detail, marketing to storytelling. You know what I mean? You're building and rebuilding the way someone sees the world through storytelling. That's exactly what he did. He's followed that exact same thing, but this idea of the price marinade is how he was able to get everyone pre-framed for a lot of money. Then it was this insatiable deal when it was only three grand. Does that make sense? He's introducing a constraint. He's introducing a constraint at the beginning of the webinar. The constraint being, "It's 11 grand. Oh my gosh. I've got to come up with $11,000. Holy crap."

Then he's releasing it at the end. Same thing with the Funnel Hacks webinar. He introduces the constraint. Hey, this is what ClickFunnels is. It's $297. For $297 you get this and this and this and this and this and this. He's saying that because that creates limits, that creates barriers, right? You get this many contacts. You get this many funnels. You get this many this and that. He's saying that so that at the end of the webinar he can release the constraint for his fast acting bonus and get people to get it. This was like loaded with tons of constraints at the beginning with tons of constraint releasing at the end.

That's why I was so freaking nuts and excited about the pitch that I was seeing. I was like dude, you usually just put like one limiting thing at the beginning and then you release that constraint at the end. You put like a hundred and price marinade. Oh my gosh. $3,000 price point. Thee million bucks in an hour and a half. Oh my gosh. Huge guys. Hall of frame right there in my mind. Should be in yours as well. I know that he's got this Two Comma Club Coach trophy, but they better come up for another way for what he just did. $3 million in an hour? That should be its own award. Most of us is just trying to hit that in much longer period of time. It's pretty funny.

Walk inside ClickFunnels and he's got I think 17 or 18 Two Comma Club awards of his own, and three of them are $10 million products besides ClickFunnels. The dude knows how to sell. Mad, mad, mad props, my friend. Absolutely incredible. Very fun to watch that. I encourage everyone of you guys to obsess like you would over sports or obsess like you would like a hobby over the act of pitching. You've got to sell. Everything depends on sales. Don't think that you can be in marketing and neglect sales. They are different. They are different. The better marketer you are, the less hard sales we have to do, but you still have to learn how to sell.

You still got to learn how to pitch. You still got to learn how to present an offer. Obsess over these elements. These are the things, these are the dials to turn. These are the most high leverage activities for you to go obsess and absolutely love. Anyway, that's all I got for you guys. I'm sorry if it was a little bit in the weeds. It's a little bit of a different styled episode than normally I would do, but I just wanted to talk about that and help you guys understand like why that was such a big deal. It was a huge deal on a lot of accounts. My brain, my little marketing serious brain is going nuts.

I literally was just about to end the episode, but I forget one other thing that you guys should all know about. One of the things I've struggled with ... Struggling is the wrong word for it, but like is a challenge when you're face to face with people in an event to get people when it's time to go buy to actually stand up, the physical action of them to stand up and go buy at the back table or back of the room or whatever. The reason why is because they will sit there and they just kind of look at you and they don't want to be rude because you're talking.

You have to give them permission to stand up even though you just said, "Go to the back right now. There's order forms on the back. When they're gone, they're gone," or whatever, right? You have to actually say it. It's interesting to watch Russell ... Two of the things here that I've just learned from those are huge, huge, huge guys. I hope that you are soaking this in. This is annoying that I'm going this long, but it was cool to watch him. Several times when he got to the part where the actual call to action came, he would be like, "Guys, if you can tell this is already going to fit you already, like stand up and go to the back. Stand up and go to the back. Seriously right now.

Stand up and go to the back. Get up. Stand. Right now. Just get up and go to the back." He kept saying it like that way. Then he would stop like in the middle of the stack. I stood up. He was super nice. He talked about my MLM Funnel in his presentation. All this people around me were asking about it. I stood up to go down to the table and they were like, "You bought already." I was like, "This is something to buy again." I started walking down. He still went for another like 15-20 minutes it felt like. It was funny at least. About 15 minutes. He wasn't even done with the presentation and there was probably a thousand people.

He wasn't even done. That's what I want to come say. He was not done and he kept going and going. He was finishing the whole presentation, but there was already this huge massive people at the tables turning their order forms like hotcakes. That's what I want you to understand and know is that ... He continued to throughout, continued to say, "Stand up and go to the back. If you know this is a good for you already, oh look at that. Those are the smart people who are already in the back right now just standing up and go to the back." He kept giving permission because people don't want to get rude. They're sitting there.

They're listening to you. They're in this docile state. You got to break that. He'll continue to say it over and over and over and over, getting them permission to come up. I've used that tactic in the past and I made the stupid mistake of not continuing to say it. I kept talking afterwards and some dude sat down after he saw that I kept speaking. It pissed me off. He didn't go buy because he was trying not to be rude to me. That dude should have just went and bought. I did not continue to say stand up. Stand up. When you're doing live events like that, continue to say, "Get up if you know this fits for you. Get up. Keep going. This would be helpful for you. Get up."

Then the next day what he had was a ... He was able to stand back up and give a ... It was basically a re-offer. He like did a double close. It was really interesting. He gave away some really cool ... He basically stood up and said, "Look guys, I pulled $3 million out of the room. If you guys want to know how I did it, I've decided that I'm going to add my presentation and all the stuff that I did inside what you bought. If you're like on the fence relieving like in the next little bit, you have got to stand up right now and go to the back and purchase right now because I'll give you ..." He's adding his extra bonuses in.

I thought like how interesting is that? The guy is offer creating off the fly. This is incredible. Just making it even better and better and better and better. Anyways, he did this cool follow up thing. I was thinking like how would I apply it to a webinar? I'm thinking if I can, that's going to be a cool thing where I do some cool unadvertised bonus. Hey look, if you're still on the fence, I decided to add X, Y and X in. I think it'd be awesome.

Anyway, I'm excited to go apply some of the things that I saw to the online webinar. This certainly apply. Man, guys, I get more excited about Funnel Hacking Live than Christmas and this was like the most exciting thing I've ever seen in my life.

It was so cool. You guys can call me nerd. I don't care. It was awesome. All right guys. Talk to you later. Obsess over your thing. Don't let anyone else talk you out of working hard. Talk to you later.

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

WHY I get so excited for Funnel Hacking Live...

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

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? I am so freaking excited for Funnel Hacking LIVE. It is coming up. Just to be clear, I've had a lot of people reach out and say, "Oh, Steve, now that you're leaving ClickFunnels, are you gonna keep podcasting and publishing and doing their podcast?" Please understand that this is my own show and it's not affiliated at all with ClickFunnels. I just happen to be a ridiculous fanboy of everyone over there, what they do. They're changing the world, and so that's why I talk about it so much.

Also, besides the fact that I've worked there. It's just a lot of part of my history, and I have massive, ridiculous respect and love for Russell and what he does. And, frankly, when you've made the kind of money he has, he obviously very easily could kind of drift off into the night, and he doesn't choose to do that. He decides to continue to go out and change stuff.

So, anyways, I'm excited for Funnel Hacking LIVE. If you are not going, please find a way to get there, okay? I'm not being paid to say that. I am trying to help you understand and get to the spot that changed my life. It changed my life for me when I got there, and it was amazing. It changed everything. To be around the right people, to be around the right information, to be around the most cutting-edge stuff ...

Anyways, there's my pitch for you.

Hey, I have for the last several episodes been teasing you guys with this idea that I've got something special for you who are coming, and I do. I'm sure we're gonna meet anyways, but I really want to meet you guys if you're listening to this, okay? And so, I've got something special for you. I went out and I grabbed these sweet little flash drives and these flash drives ... What I'm gonna put on them is pretty incredible. I have been going out ... And if you haven't been noticing, I've been building a bunch of funnels live lately. It's been a lot of fun. I've built, maybe, nine of them and each one of them is about five hours long. I build them from scratch and I record myself doing it, and I do it in front of a live audience.

And I've been doing that for the last, I don't know, four months, five months, something like that. And it's been fun. I've really, really enjoyed going through and doing that. It's a ton of work, oh my gosh. But I teach for the first fourth, the first third, something like that, and then I build from the ground up and everyone asks questions while I go. So it's extremely in-depth. Every single thing I place on there is on purpose. Everything has a purpose, and it's all part of the strategy.

Anyways, I hope if you've been able to watch those, it's been kind of awesome...

Well, when ... It's probably, like, what, three years ago? I built this funnel. It was probably the fourth or fifth funnel I'd ever built. The first funnel I'd ever built was, I told you guys, it was a smartphone insurance funnel. It went well. It was kind of a break-even business. If I had known more at that time, I would've kept it going and sold something more expensive on the back end because we were getting customers. Break even, which is awesome. That was our first funnel, first attempt, which is pretty cool when you think about it. It's awesome.

But, shortly after I started building all these funnels for all these other companies. I was ... A lot of you guys know, I am actually just barely leaving the Army right now. Paperwork in the government takes a long time to do what it's supposed to, I guess, and get the final signature. I don't know what it does. It must just sit somewhere and have a four or five month timer on it, and then someone walks up, signs the last thing, and hands it back. I don't know, but everything's out of my hands. I'm in the middle of leaving the Army right now. As soon as the last signature happens, I am completely out of the military.

Anyways, so I enlisted first, and I went through basic training and I loved it. It was hard. It wasn't impossible, though. I was actually hoping it'd be a little bit harder, but there were some challenging moments. There was some challenging aspects to it. I didn't eat that much. I still actually slept pretty well for the most part. We didn't really eat, though, that much, which was ... I lost 15 pounds, and I went in weighing, like, 170. I was really skinny when I came out of basic. It was crazy.

So that part was challenging, and there were some challenging aspects along the way. So I get out, and I was officially in the military at that time, and when I get in college and start building these funnels, build the smartphone insurance funnel, build all these other things. And what ends up happening is ... I was in a program called ROTC, and I became an officer when I graduated.

However, we wanted to put on a fundraiser. We wanted to put on a mud run. So what we did, was we put together this track. It was a 5K mud run, you know what I mean? Like, there was mud everywhere, obstacle courses all over the place. We had cool fire pits you had to jump over. We had spots where ... We made it military style, you know what I mean? You ran with M16s through all the stuff while we had simulated explosions going on around them. It was really, really cool.

And we put this awesome course together and they're like, "Hey, how are we gonna get people?" I was like, "I've got it. I've been learning about this thing called ClickFunnels. I know none of you know what it is. I'm gonna go build it, I'll be right back." And I spent probably 40 hours. I didn't totally know what I was doing at the time. I was just kind of figuring it out as I went, and I was talking to Support pretty much every single day. A couple times, actually. I became "that guy," you know what I mean, to Support, probably. Which is fine. I was learning.
And I went through and I was building all this stuff and I put together this event funnel. And it was the first time I ever did anything like that.

Well, from that event funnel, I went out and we started promoting it, and we got it on the news. We got it in newspapers. We got it on our school ... And we went, basically, the equivalent of what a Dream 100 would be. We ended up getting 650 people to my first time ever building a live event funnel. 650 people to a live event. We ended up raising ... We collected $7,000. We raffled off an AR-15. If you don't know what that is, it's like an M16, but the civilian version.

And we went out and we raised all this money and donated it to the Fisher House Foundation. Which, the Fisher House Foundation is the ... It's pretty awesome. When a soldier gets wounded and they get flown to a hospital, the Fisher House Foundation funds the expenses for the family to fly out to whatever hospital the soldier is being taken care of in. So they can actually go see their loved ones while they're in the hospital getting better. So we were able to make a good donation there, which is awesome. It was a really, really cool experience.
So, it's very fascinating, though, because very shortly after that funnel ... No joke, meaning, the event happened ...

A lot of people don't know this. The event happened and the next week I was at my first Funnel Hacking LIVE event. When I bootstrapped my way to that event. That was all literally a week after we ran that mud run, which was the funnel that I built to get people to it. I was like, "This is working. Holy crap!" And I was building it for other people. And I was like, "What if I did this for this event and it worked?" And we ended up straight cash, and I bootstrapped my way building more funnels for other businesses to get to that Funnel Hacking LIVE event.
Well, lo and behold when I got hired, time came for Funnel Hacking LIVE again, 2017. And I had the complete, ridiculous, insane honor of helping build, obviously, like every other funnel that I was there for ... Helping build the funnel for Funnel Hacking LIVE 2017. Guess what? Same process, okay?

I literally funnel hacked, basically, Russell's 2015 event funnel for my mud run funnel, and then I went through, and I was at the 2016 one. And when the 2017 event came along, I was like, "Sweet. We're gonna build this funnel." And guess what? Obviously, the page looked different. Obviously there was better sales copy than I ever wrote, that first time I ever built that mud run event funnel, that 5K ... We called it the 5K Warrior Mud Run. Obviously, it was to a higher quality, but it was the same funnel.

And I went through, and I was like, "This is so sweet. Holy crap!" And I went through and I got the extreme, ridiculous honor of building this thing and putting it altogether for the 2017 Funnel Hacking LIVE.

Well, I am extremely ecstatic. In just a few weeks here, like, one week to be exact. I get the honor of going again to Funnel Hacking LIVE and meeting those of you guys who are also coming, and guess what I want to give you? I went through, and I've been building these funnels live. Let me go full circle with this, okay? You're like, "Man, Steve, you're going all over the place." Just follow me for a second, okay?

I've been building ... When I left working there, which crushed my insides. I just felt like it's something I had to do. It crushed my insides when I left that job. I was like, "I've gotta go put in stone a lot of these very specific lessons and tactics and tricks that are very funnel-specific. I've gotta go put those down in stone." So that's why I've been building live a lot of funnels. There's been a group of about 40-50 people that have been joining me for the majority of these funnel builds for the last five months, and I have the recordings of all of them. I have the share funnels. I have the email sequences.

I have how it works in each industry. I have other ridiculous stuff that I put inside of it...

And my plan is to sell those ... A lot of people have asked me, "What are you doing with these, Steven?" Well, number one, I've been putting them in my product for my webinar. A lot of you guys have been going out and buying that product just so you can get the funnels, which is awesome. There's like, eight, of those recordings in there.

Almost literally every single one of them's in that product...

But a lot of you guys, though ... Like, the ones that ... There are others that I've been obviously not including that did not apply to the product that I've been selling. So, anyways, my plan is to be able to give you some of those funnels, as well as the five hour recording of me, first of all training you on that funnel. When to use it, when not to use it, the order in which to use it, the best scenarios to use it in. And then me actually building it.

But then also, the share funnel itself. The email sequences with it. The pdf map that shows you how the whole thing works from a top level view, 50,000-foot view. And I want to give the event funnel to you.

Now, obviously it's not the Funnel Hacking LIVE event funnel; however, it is the same funnel. Does that make sense? I went through and I built it ... I don't know when that was. It was recent, and that was one of my favorite ones ever. I want to give it to you guys for free. It's my future plan, though, to sell them individually anywhere for $400-$500 a piece because they're freaking awesome and they're worth more than that. I don't start building funnels for somebody until the $50,000-$100,000 range with royalties in the back. They're definitely worth $500, okay?

Anyways, I want to make them $1,000 each, but I wanted to make them more available. So, it's the training, it's the funnel, it's the email sequences/other sequences that come along with it. It's the pdf map, and it's when I went and did a full training on the event funnel itself. It's like five hours. It's a live Q and A in front of a huge group, which is awesome.

Anyways, so I wanted to give that to you. I'm gonna put that on the flash drives, and I've got like 60-70 flash drives, and it says Steve Larsen on them. And I want to be able to give them to you, though, at the event.

Here's what I'm asking for in return. Yes, I am a marketer, so what I'm gonna ask is that when you come up to me, you say a little magic phrase so that I know that you are one of the people who are listening to this show. And here's what I ask from you. That we take a picture together, and you post it on your Facebook profile. That's it. Say, "Hey, I'm with this good looking champ right here," of whatever. Does that sound good? That's all I'm asking for in return. This is me pitching. Sounds good?

I told a story to break and rebuild your belief about the importance of an event funnel and what it can do. And then what I do, is now this is me putting the offer out. Sound good? And what I'm doing, is this is call to action. You're gonna walk up to me, and this is what you're gonna say. First of all I'm gonna say it. Actually, you know what? I'm not gonna say it. I need to tell a story to help explain it.
So what I'm gonna do, is ... When I was in the Army in basic training, I went in the middle of winter.

And winter was rough, guys. Winter was rough. It was a stupid decision to go to basic training in the winter because the drill sergeants totally took advantage of it. There were ice storms all the time, and just out of a mental toughening factor, they'd leave us out in the ice storms in shorts and a t-shirt for hours. And you'd just be sitting there at the position of attention, which means you can't move. The only thing you can do is move your eyes, but even then you're just supposed to look straight forward.

So you're staying completely still, just freezing your butt off, and there's these ice storms going off. And you're just, "Ah!" And one day, we were practicing taking over areas. Like, "How do we enter in an area and take over that position?" There's 200 of us. Can you imagine handing over a bunch of 17 and 18 year olds M16s? There's gonna be some coordination. There's gonna be a plan.
So we were practicing taking over, and I was significantly older than most of the rest of the people there. I was in college. That made me very different. I was married. That made me very different. I had a kid. That made me very different. I was a very different scenario.

I was running side businesses. That made me very different. I was a very different kid than the person that was already there.

But anyways, we were practicing taking over these areas, and we get to this field, and the field is flooded. It had been raining/ice falling. Not snowing, it was either ice or rain. It was sleeting for the last several days. And I went and they were like, "Hey, we're gonna practice taking over these areas." And we were kind of walking through the scenario, so it wasn't run at full speed. We're all doing it half-speed. And they're like, "Okay, Larsen. You're gonna run out here, and you and this guy, you're gonna dive on the ground and you're gonna interlock your feet. And you wiggle your foot, and that's how you would talk back and forth to each other.

So you don't have to actually speak with your mouth. Your feet are interlocked. Just one of the foots of the guy next to you. Does that make sense?

So I went out and I go out there and they're like, "Okay, get down right here." And where they pointed was this, probably, like, six inches of water. It was a lot of water. It was a full out puddle, and the drill sergeant knew that, and they were smiling at me. And they wanted to make it crappy, and I was like, "Okay." And if you've ever seen the movie Unbroken, this is nothing like that intensity, but please understand that's what I was trying to do. I was trying to say, "Alright. Bring it. I can take it."

So I laid down, and what happens when you get in cold ... It's 33 degrees outside. It was not quite cold enough yet to freeze, but it was so cold that ... It was almost ice. Guys, I'm laying in six inches of water, 33 degrees. Freezing. Massive wind coming in. Nonstop wind. And I'm laying in water. It's now almost completely covering my entire body, and I'm laying in it completely still in the prone holding my weapon with our feet interlocked.

And my first thought was, "Oh my gosh." What happens when you get in water that's that cold ... If anyone's ever taken an ice bath before or if you've ever had the luxury of Russell throwing you in the middle of his Cryosauna, your body starts to shake. And what's happening is, when you start shaking, the capillaries are cinching up and the blood is sucking out of your capillaries and rushing to your organs.

And that shaking feeling is kind of your body trying to get warm, but also after a while your body just kind of sucks the blood out of it. That's why your fingers start to turn a little bit blue, it's because the blood's taking out of your extremities towards your organs to keep them warm.

And when you stop shaking, you know that you are starting to head towards a dangerous area...

So, I was shaking. I was like, "Oh my gosh," and I just started yelling. I was like, "Whoa, yeah." I'm gonna react to this well. I'm gonna react to the scenario well. I cannot control what is happening to me. I can control my reaction to it. So I'm going to change the way I view this. And I'm going to start yelling, and I'm going to get excited. And I'm gonna be bigger than this situation because we did not go back for a long time. I stayed wet for a long time. My feet were gray, I don't think they're supposed to be that color, when I finally took my boots off. But I was like, "I'm gonna react well. I am going to choose how this happens. I'm gonna choose the outcome of this scenario."

And it was the first time ... It's not the first time, but that was a very vivid time that I was like, "You know what? This is an important opportunity for me to learn something if I choose to." So this is what I did. I stood up when the drill sergeants weren't looking. I stood up and I started running. I started running and I started jumping in the puddles of water next to all the other soldiers. And I started playing with them. Does that make sense? I started making it this thing ... We were in a slow speed, kind of, environment. This was not like ... We weren't running this at full space. We weren't being ...

Anyway, we're all holding real weapons, but we were jumping around. We were being safe, but we were jumping around, we're splashing water. And I was like, "Woo! Yeah!" Jumping around. And people were like, "Larsen! Shut up! Shut up! I hate you!" And they're swearing on my unborn, future children at the time. They're like yelling at you. They're like, "Oh, I'm gonna kill you. You're dead tonight. You're dead. We're putting soaps in our socks and hitting you." They're threatening me with all this stuff, and I'm jumping around, and I was just doing what I could to react appropriately to the crappy scenario I had no control over.
And I started saying this phrase, and it sounds stupid, but it's what I want you to say to get the flash drive. Okay? Don't mess it up.

There is a vernacular to it. It sounds very simple, okay? I started going ... And what I would do is I would start saying in my mind, "H!H! OO BAYBAY!" and I would start yelling that. I would start yelling it. "H!H! OO BAYBAY!" Don't jack it up. This is how you do it.

This is how it's spelled. It's h ... This is all in caps. If you're writing it, it's all in caps. Massive 72-point font. Bold. It's H!H! OO BAYBAY. It's baybay. Not baby. You're not, "Oh baby." No. None of that weak crap. You're gonna reach down. You're gonna grab your boot strings, and you're gonna go "H!H! OO BAYBAY!" And you're gonna scream it. And when I see you, that's the phrase.

Because you're probably gonna be tired at Funnel Hacking LIVE. You are probably ... There's probably so many things gonna be lodging into your brain that you've never considered. New connections, new ideas, new things to take your business to the next level, that often a lot of times what will happen is if you are not in the correct state of mind, you will miss it. And I don't want you to. This is all about self-state control, and you've gotta get good at it. I believe in it, and it's the reason Russell and I were able to build funnels at the speed we were.

We didn't always feel like it. We're tired most of the time. But by choosing my state ...

Yes, even on the internet when I'm sitting in my office by myself and there's no other person around me to cultivate that energy, I choose the outcome. I choose the scenario. I'm sorry, I don't choose the scenario. I choose the way I react to it. Which, that is what determines the outcome, funny enough. Not the scenario.
How many people have you ever heard of who were super poor, terrible with life scenarios, and then they turn it all around? Why? Life didn't dish them up this amazing card deck. It's the way they reacted to it that determines the outcome. I use that phrase in so many ... Guys, when we were ...

Later on, just to keep the military thing going on ... Honestly, I use it in so many areas. I still do today.

We were doing gas chamber ... I don't know if I've told this story before, but we were doing gas chamber training, and I put my gas mask on. I put my gas mask on, and it's CS gas. If you don't know what CS gas is, it's not fun. It gets inside of your ... As soon as you breathe it or it starts to seep into your skin, it literally makes all of your glands and your pores start to ... The equivalent of defecate, okay? You have no control over your nose and you start to get these disgusting runny noses. Your eyes start to get all red and watery. It's pretty nasty stuff.
And it's basically riot control gas.

But, they really increased the dosage for my group. Because they want to teach you how to use gas masks. So we're all lining up there, and people start kind of freaking out and kind of hyperventilating. We're all standing outside of this gas chamber, and we all got these gas masks, and they all start practicing. "Gas! Gas! Gas!" And we all put our gas masks on. We have to do it within seven seconds, seal it, clear the mask of any gas that actually might have gotten in while we were putting the mask on.

So, you blow air in and then you grab another valve, seal that one off, and then suck in really hard, and it seals it to your face. It's not comfortable.

And they're like, "Okay, we're gonna go in," and we start going into this gas chamber, and it was a little bit freaky, I'm not gonna lie. You get in there, and it's thick, green smoke all over the place. You're like, "Crap, I really don't want to breathe this garbage. Oh my gosh, I hope I sealed my mask correctly. H!H! OO BAYBAY!" Does that make sense? All these fears, "Scared! H!H! OO BAYBAY! Let's just do it, baby, and you just jump out the plane, build the parachute while you fall." That's why I say that phrase. Does that make sense?

It's crazy, though. Some girls in there started freaking out, and they had to physically grab this girl and shove her against the wall and tell her to settle down. It was a little bit ... Anyway, and then you take the mask off and you start doing exercises in there, and it was not fun. People were throwing up. That was a terrible experience. That was not fun.

But that's what I'm saying, though. You don't always have control. In fact, you almost never have control over the scenarios in your life. And when you're given a little bit of rope to have control, you take that rope and you run 15 miles with it and you go as far as you can with it.

Most of the time, it's about reacting appropriately to the actions that are handed to you. That's, like, 90% of why I do what I do, guys. That's, like, 90% of the reason I've been able to do what I do. It is a mentality.

I hate the phrase, "Oh, it's all about ... I do mindset coaching." Like, okay, what does that mean? I don't understand that. To me, though, that is what that means. State control. That means something more important to me than mindset training. That's what I do, though. It's about how I react to the scenarios given to me. Very rarely do I ever have a great deck that is just given to me. I believe in luck, I just don't believe in chance. Does that make sense?

Luck. Have you ever heard the quote, "Luck is where preparation meets opportunity?" I think that's how the phrase goes. I can't remember. "Luck is where preparations meets opportunity," or something like that. I believe in luck, I just don't believe in chance. I believe that if I work my absolute guts out, I will be ready for the opportunity that just kind of comes my way. And it will be handed to me because I've been running. I'm already in motion. Opportunity goes to those who are already in motion.

It is so frustrating to try and coach individuals who are not in motion yet, and their main hurdle is for me to help them get in motion. Oh my gosh, that is a rough scenario. Oh, just be in motion. I don't even care if you're running the wrong direction. Just be moving, and you will find guidance as you move.

It is so much easier to steer a moving canoe...

Have you ever sat in a canoe before? I was in scouts. I got my Eagle Scout award. I went and did all this other stuff. It's a lot of fun, right? But paddling ... I've been in many canoes before where you're paddling, and if you're trying to just coast along with the river, it could be a little challenging, if you're moving at the speed of a very still river, to actually steer. It's way easier to steer when you're going somewhere.

You control the speed, rather than try and drift. Drifting with the paddle is, like, worse than not having a paddle at all. You don't have a paddle. You've got ClickFunnels. You've got the best marketing out there. You've got the best of the best of the best. The only thing that's up to you is to start rowing. I don't care if you're going the wrong direction.

So, the phrase is, "H!H! OO BAYBAY!" And you've got to say it like that, or I'm not handing you a flash drive. I'm excited for you to get there. I'm excited for you guys to feel the change if you want it to be there. You guys, understand that I had so much belief that if I just got in the room ... If I just got in the room, my life would change. That was my belief. It was that strong. That first event I ever got to when I did not have the discretionary income to actually pay for something like an event and I bootstrapped my way there.

And because of that, it did change. And when I got hired at ClickFunnels, 20 minutes after my interview, they give a call, and they said, "Hey, you're hired. We want you to sit next to Russell," and I was like, "What?" I was trying to go for a sSupport position. I just wanted to be near where the action was. I was like, "Are you serious? Of course. You're gonna pay me to do that?" And I called my wife, and ... Years of struggling ... I was in motion. I was in motion, and that's why I feel like it came my way. I did not have all the answers, but I had enough to see the three steps in front of me. I knew where the peak was. I could not see anything in-between.

And I called my wife, and I said, "Babe ..." I was trying not to cry, but I was also losing my voice because I was just yelling I was so excited. I was like, "Babe, our life just changed." I was driving the five hours back to where my family was. Less than a week later, we were living in Boise, Idaho.

What I'm trying to say is ... I said, "Babe, the course of our life just changed. The outcome of where we were going to go, it's different now." If you choose it to be ... It's the reason I get so freaking pumped about Funnel Hacking LIVE. If you choose it to be, Funnel Hacking LIVE is that for you. It was for me. It is not a trite thing. It's not just another event.

I will tell you from working there from my own experience that every individual who works at ClickFunnels is there to change the world. It's an active conversation. Unfortunately, that's an awkward conversation for most other places in the world. It is an active ... "How can we change the world?" Like, "What? Who talks like that?" Those in the ... Just like Steve Jobs said, "Those who are actually gonna try and change the world are the ones that actually do." And they are. It's the reason I get so pumped about it. They changed my world. They're changing everyone else's world. They're changing industries.

That's why I get so pumped about it. People are like, "Man, you're a freak show about Funnel Hacking LIVE." Yeah I am. I get more pumped about it than Christmas, every other holiday. It literally is ... And it's because of what it can do for you. To be in a room with that many other millionaires, to be in a room with that amount of mental ... Top of the line stuff, you guys.

And software. How often do you get the marketing education and technology blend in the same sitting? That's so freakishly rare it's ridiculous. You get both at Funnel Hacking LIVE. The top of the top, the best of the best. The who's who are all there. And if you're like, "Steve, I still don't have my ticket." Well, you've got, like, a week. Find a way and get there, and know that it has the power to change your life and put the course of your life on a different outcome based on how you react.

So you come up to me. I've got ... There's two things on them. Number one, I'm gonna give you guys the event funnel. Some sweet training on there. I'm gonna give you guys ... There's a whole bunch of other stuff that I'm not gonna advertise, okay, that's really, really cool. I've got some extra little Easter eggs in there for you. But you walk up to me, and you give me the most interactive, "H!H! OO BAYBAY!," I will give one right back, so long as my voice is not completely gone, and let's take a picture. You post that up there. I will give you a flash drive. On your Facebook profile, and I will hand it off to you. Sound good?

Alright guys, that is the prepare for Funnel Hacking LIVE plan. I would start going through. I would re-listen to any ... If you've got a Funnel Hacking LIVE ticket ... I know because I built the Members' Area, okay? When you got a Funnel Hacking LIVE ticket, you also got access to the 2015, 2016, and 2017 replays. I have been ... I'm almost done listening to all the replays again. Yes, I do listen to them all the time. I just reread 108 Split Tests. I am re-listening to tons of stuff. That's how I'm preparing, guys. Prepare. Put yourself in a state-control. Choose. Decide the outcome. Decide the outcome before you actually start the event. How crazy of an idea is that? That's what you can do with this.

So, go out and start preparing. Re-listen to the past episodes. They came with your ticket this year, which is awesome. Go and actually start re-reading Expert Secrets. Re-read [inaudible 00:30:00] Secrets. Re-read 108 Split Tests. Go through the Funnel Hacker Cookbook. Go through those things, and start consuming that stuff. Get yourself in a state to receive. Most of you guys are coming to my Mastermind the day before. I'm very excited to have you guys. It's gonna be great. It's a small group. I'm excited it is.

So, very, very excited to have you, though, and I am excited to meet you. Excited to meet you guys over there. Give a high five, brotherly hug, whatever. Give me a little state-controlled shout out. A little, "H!H! OO BAYBAY!" And we'll take a picture. You post it up there, and my thank you is a flash drive with the event funnel. The event funnel, as well as a whole bunch of other goodies that I'm just gonna toss on there for fun.

I've only got, like 60 or 70 of them, so ... Anyways, thanks guys. I appreciate it. I know this was kind of a different styled episode, but you need to know why I get so pumped about it. Someone was laughing at me. They were like, "You get that excited about it?" I'm like, "Okay, let me tell you why. It's because I chose it to be and it's because I knew ... I believed that Russell knew how to get me to the next spot."

Half of you guys are still trying to decide if this stuff works. Get past that freakishly stupid doubt, and go and just believe it. Take a chance. They're not paying me for this. They don't even know I'm doing it. I just know it works. Before I knew it worked, I had to believe that it worked. There's nothing that's gonna happen. I'm not gonna actually act unless there's just this little inkling that it could possibly actually work.

You've gotta get there. Drop the other doubts. Choose the outcome before the event starts by your state-controlling self. Prepare like crazy. I've got some cool goodies for you. Come give a little state-controlled shout out, "H!H! OO BAYBAY!" And come on out and say hi. Let's take a picture, and I'll give you guys some sweet stuff as a thank you. And hopefully you guys can get out there and start crushing, as well.

Alright guys, thanks so much. And I hope you guys enjoyed this episode. I certainly did. We'll talk to you later.

Thanks for listening. Please remember to write 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.

How can I "remove" my own salary from the biz expenses...

Hey, what's going on everyone? This is Steve Larsen. You're listening to Sales Funnel Radio. I've got a sweet lesson for you today.

I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million-dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio.

What's up everyone? I am loving that new intro. Hopefully you're loving the purpose of this show and what I'm doing and what I'm trying to help you guys understand and see. I had a guy reach out to me once and said, "Stephen, I like listening to your stuff because," actually I've had a lot of people say this to me, "because you're not like massive, massive yet." I was like, "Yeah, I plan to be. I appreciate what you're saying."

He's like, "Hopefully it's not offensive." I was like, "No, it's not offensive at all. I totally get it. I know exactly where I am. I'm not lying where I am. I know where I am and I'm owning it and that's fine." He's like, "You're not massive, massive, massive, massive." I was like, "Yeah, awesome, cool." He's like, "But it's cool about that, because I can relate more." I was like, "That's interesting. That's very interesting."

Anyways, hopefully you guys are getting the same kind of value as that guy was saying. I'm trying to be very, very painfully transparent about what it is that I'm doing and why I'm doing what I'm doing.

Hey, I told you guys I've been traveling quite a lot lately. There's an experience that happened as we got to one of the hotels we were staying at. I say we, I'm with my buddy Colton Woods. What's up buddy? Colton and I built, he and I built our first successful sales funnel together.

My very first one in ClickFunnels was with Colton. We built a smartphone insurance funnel back in college and that story, if you guys ever heard the story about me hiding in the box office seats in the basketball stadium on campus, that was with him. I would sit and we'd look and we'd wait for all the security guards to look away and I'd toss my backpack through the window and then I would wait for them to turn again and then I would jump through the window. I would stay up there for literally all day and get homework done within a couple hours, but then spend literally the entire day studying marketing, building the business, building a small little agency, building the funnels for other companies while we were in the middle of college.

First of all for ourselves, and a whole bunch of other people. It was a ton of fun and frankly I did that for about a year and a half, hiding up there.

Anyway, so I was with Colton. Colton, he is taking the role, I'm super excited, the moons aligned, the suns came into align with each other and he and I are, he's moving out here actually and he's going to work with me full time, which I'm super stoked, guys. My little business officially has two employees now. What? We've got a bunch of freelancers, a lot of other people on the side, but as far as in here, with me in my office, I'm sure you guys will all get a chance to see him and meet with him. He's the man. I'm excited to have him.

Anyway, so I was with him. That's why I'm saying we. Colton and I were out and we were walking into the next hotel, we've been traveling like crazy going all over the place, and I walked in and I turned around and I was like, you know, he and I were just, we were sharing a hotel room and keeping cost low as much as we can. There was this ... We walk into the hotel room and I turned around and I was like, "Dude, what can we do to give ourselves a raise right now?" The webinar's going great, we're fixing out the final tweaks.

It's always probably going to be in that stage regardless. It's going well though, okay? We're doing some massive plays on it coming up here soon, and Colton's kind of handling the assistant/support/lots of different hats, running a lot of the business side while I go continue to build stuff and sell stuff. Which is awesome, because I can do the thing that I'm good at and he's extremely good at the other side, which is awesome, and I'm not good at that part.

We complement each other well. I'll tell you guys more about him as we continue to go, but he's the man.

Anyway, so I was like, "Dude, what can we do to give ourselves a raise right now?" He's like, "What do you mean?" I was like, "Well ..." I told him, we were sitting there and I was like, I remember listening to Russell once, I was talking to Russell once and I was like, "How can we do the Inner Circle?"

One of the reasons why is just because the way it helps with the structure of his revenue of where things come in. I'm sure he's okay if I share this. He shares this all over the place. It's not the reason, okay, but one of the benefits for him having an Inner Circle and doing coaching was that he does not have to take ... It pays for his living expenses. I was like, that's clever.

I started looking around at all these other gurus where their coaching platform is what pays for their living expenses while whatever the product makes, they can roll that money directly back on itself, which means they can spend a butt load of money in ads. They don't have to take profit from the product sales for quite some time. I was like, ah, that's very fascinating.

What I've been doing is I was like, and I was telling Colton that story and I was like, "I want to do that. What is it that everyone wants from me right now? What is it that everyone wants from us?" He's like, "Dude, everyone wants you to coach them. Everyone wants you to look at their funnel. Everyone wants you to build them a funnel if you can." I was like, "Yeah. I can't build funnels for people right now. Focus on my own stuff, but coaching." Gosh, I love coaching. I love looking at people's funnels.

What we decided to do, I was like, "What if we built the coaching?" I was speaking in 24 hours and I was like 90% ready. I was like, "What if we built an entire coaching program right now?" What we did, the only reason I'm trying to tell you guys this story is please observe the speed at which we did this. Okay? I went through and we decided like okay, how are we going to do it?

I was like, "You know, I love Voxer Coaching because I'm not always available to talk on the phone, and we're not always going to match up. We might be on different sides of the world or whatever, but people are going to ask me questions over Voxer, and I love it." That's a sweet way to coach, and I love having a cool introductory session with people where I get to dive deep with them with the funnel.

Anyway, so what I did is I said, "I would want like 10." He and I started crafting it together, like how many people are we going to have? I was like, "I only want like 10." I want to keep it small, especially while we kind of figure out the first pieces with it, stuff like that. I was like, cool, this is going to be awesome. I was like, cool, so what's the URL? We found a cool URL.

Then we started planning it all out, and I was like, "I want to gauge some interest." Even though we're going to launch this thing in the next 24 hours, I was like, "What if I tried to treat this," okay, understand what I'm doing here, okay? I'm trying to pre-frame the market for what I'm about to drop on them so it doesn't feel like a cold drop, so it doesn't feel like this massive bludgeoning across the face like, "Oh, I was not expecting this at all."

What I did is I put a post out there. I put the post out there and I put a post just on my major Facebook profile page, my main one, and a lot of you guys who are listening to this probably saw it. There's 144 comments on the thing within like 12 hours. It was ridiculous.

It got shared. Anyways, a lot of likes and stuff like that, but what I asked was, I didn't want to say, "Hey, let me get you guys in a coaching program, because I know I can help." What I wanted to do though is I wanted to salt the oats a little. I wanted people to tell me that they wanted to get in. Does that make sense? I was trying to actively flip the sale. Right? Does that make sense?

What I did is I kept it very, very light. In fact, I'm actually going to click over here. I'm in front of my computer right now. I'm actually going to go to Facebook and grab the exact words I said, because it was amazing at how well it worked. This is what I said. I said, "Sitting thinking, what do people wish I was delivering to them? Funnel coaching, anyone?"

It was a question mark. That was it. It was all over the place. Guys, I've never had ... I was like, huh. There's something to be said about like, okay, you have to understand, this is me just being open about where I am in my business right now. There's a lot of people that want me to build the funnels for them right now. A lot of people. I'm honored and I would love to, it's super cool, but it's not what I'm focusing on right now. Right?

My whole focus is to say no to everything else except for me making this webinar even more awesome. When it gets to a certain spot, I don't exactly know the certain spot, but I know I'll feel when it's time to take on something different. It can be automated and everything ... Does that make sense? I will feel it.

I'm not feeling that yet. I don't know totally why. Probably because I feel like if I walk away, it will start to crumble. You know what I mean? It's not at a spot where it's completely self-sustaining yet, and so I'm not going to walk from that. Why would I bring on a different focus? Does that make sense?

I'm like okay, well I can't do that. I was like, what do people want from me? Not need. I know what they need. What do they want from me, and is there a place where it fills the need at the same time? Colton and I, we were kind of like pacing around. I pace a lot when I think and talk a lot out loud. I swear if I was not sitting in front of my mic right now, I'd be pacing around the office over here.

We were walking around and I was walking around just kind of feverishly, that's kind of how I work out ideas a lot of times. I was kind of feverishly just kind of walking around the hotel room and I was like, "Dude, what is it that people want? What do they want from me? What is it that everybody is asking?" Inadvertently, what are people saying as if I asked an ask campaign? I was like, it's coaching, man. Everyone's asking for the coaching piece. They want me to look at their funnels before they launch or right after they launch. I was like, huh.

Do the same though. That's what I'm trying to get at. This is not me, me, me hour. I'm trying to help you. What is it that people are asking you for? You guys have heard me talk about the theory of, it's not a theory. It's called Duct Tape Marketing, I think it was called. I believe the phrase came from Duct Tape Marketing. I believe the phrase came from when people would buy a car off of the lot, this is before there were mirrors, you know what I mean? When people would buy a, meaning like a rear view mirror.

When people would buy a car off the lot, salespeople and car dealerships would see people drive off the lot, pull the car over, and duct tape a mirror to the middle of their windshield facing backwards. Okay? Duct tape marketing. That was the market telling the dealerships what to make next. The user was literally telling them the next evolution of their product. Does that make sense? I hope that makes sense.

What I was trying to do is trying to see where the duct tape marketing was, meaning, what are people asking me to do for them right now? What it is, I was like, funnels. They want me to see their funnels obviously, which for obvious reasons, okay? They want me to see what they've been building. They want me to double check it. They want a second pair of eyes. They want the emotional validation that yes, run some traffic, come back and let's talk again. What he and I decided to do is we would, like hey, let's build it. If that's what they're asking, let's build it.

I was speaking to, it was the CEO of this company, I'm not going to say the name of it. I was speaking to the CEO of this company and I didn't know he was the CEO of this extremely successful company, and extremely wealthy individual, and I was sitting in a room with him. This was not long ago. I was sitting in a room with him and a bunch of other people and they said, and I was like, "Well yeah, I got to build it. I got to get X, Y and Z done."

I can't remember exactly what I was talking about, but like unanimously around the room they were like, "If you build it, they will come." I started laughing. I was like, "Oh, man." I thought they were joking. I was like, "Yeah, that is the most false crap on the planet." I said that to the CEO. I was making fun of it, and then later I find out that that's actually the motto on some of their Facebook pages. I was like, are you serious?

Anyway, so I was sitting there and it was like, "If you build it, they will come." You guys, funnel stacking is the only scenario where that's kind of true. The opportunities stack. Not funnel stacking. The opportunities stack. Opportunity switches. If you have no idea what I'm talking about, go read Expert Secrets, okay? Opportunity switches, if you build it they will come, is not true at all. Okay? Opportunity stacks though is one of the only scenarios where if you build it they will come, kind of works. Not even really that much, but it kind of works. You'll get a little bit of windfall. You know what I mean?

I was thinking through if you build it they will come. I was like, that's so not true, but there's enough people that are already asking, that if I build it, they might actually just come. Meaning there might actually be a little bit of people jumping into the coaching program. That was kind of the logic I was going through, and he and I were talking this through. I was like, "Okay, cool."

What we did is first of all, I salted the oats by dropping something out on my Facebook page. I don't really post that much on Facebook. I probably should do it more. I've had a love/hate relationship with Facebook. It's not for any particular reason, it's just, I don't know. I like Facebook, guys. Sometimes I just can't get into it, okay? Like with the frequency that I need to, which is why a lot of stuff is auto-posted and things like that.

Anyway I was like, I'm just going to go post something out there and just say like, "Hey, sitting, thinking, what do people wish I was delivering to them?" I knew, but I just wanted to see if anyone resonated with this. I was like, "Funnel coaching, anyone?" Lots of comments. Holy crap. Lots and lots and lots of comments. I had over 145 comments on this thing. All over the place. Shares and people liking it, and I was like, I guess it didn't get shared too much, but anyway.
What was cool about it was then I had the opportunity to treat it like an ask campaign.

When people said, "Oh my gosh, yeah." I responded to every person who commented. Literally every person. I said, "Cool, what do you have in mind?" Or, "Cool, what would be most helpful?" Or, "Hey, awesome. Is there something that you wish I was delivering/helping with?" I kind of already had an idea, but everybody else came up with the offer for me. Does that make sense? I kind of already had an idea of what I wanted, but there were some particular very good, a few ideas that a few people said I was like, "Oh, that's a great idea. Let me toss that in."

I basically created a stack. It was an unofficial stack. Maybe I should go create a more official stack with it, but it was basically a stack, meaning there was an offer with it. You get this main piece but what happens is you get this and you also get this and you also get this. I ended up creating somewhat of a stack, and spent the next couple hours putting the funnel together, tweaking stuff, putting a few things together, putting a few little ninja things in there. Building out the business side so that Colton could manage it while I continued to be the coach. Does that make sense?

We built a little coaching funnel...

With just that little post, we closed $15,000, which was awesome. And I know I can help them. Obviously they could too. This is like hot, hot, hot, hot, hot market. Okay? And we were at an event. I was speaking at an event. It was funny because there was a guy who ran up to me after I spoke and he's like, "How do I get your help with X, Y, and Z?" I closed him right there on it too.

What I'm doing, there's really two things I wanted to bring out here with us. Ask like, okay, if you've been selling consistently inside of your market, is there an area that people are just begging you to be in, and you're like, "I don't know." Is there some kind of way that you could still kind of fulfill and deliver in there?

Like I can't do funnel builds for people yet. I'm sure that time will come. It's my plan to, it's later on in the year. 2018, later on in the fall to kind of offer that kind of stuff. But for right now, I don't want to do that stuff. I'm staying totally focused. I don't want to do anything else but what I'm doing. Does that make sense? But I love coaching. Every Friday is already spent coaching. I've got no problem adding in another 10 of my own students. Anyway, so that was the thing.

Then what I did is a little tiny mini ask campaign, after salting the oats with that Facebook post. Then I got a whole bunch of people who came on in and said, "Oh, that's awesome." Then really, really quickly we closed out ... Anyway. We closed out $15,000 with it, which was awesome. I was like, "I don't know if we'll take more. I don't know."

Anyways. This is not me pitching. If you are interested, that's awesome. I made a whole bunch of cool outros for my new podcast intros and outros. You guys will hear about it. Awesome. That's be great, love to have you. This is not me pitching. I'm just trying to help you understand, sometimes there's just cash that's just in front of you and you just have to reach out and grab it.

For your expertise, the thing that feels so easy to you it feels like you're breathing. Does that make sense? It's massive value to others and other people will pay for that. Does that make sense?

I was talking to Jamie Smith, shout out to you, buddy. I'm like, "Hey man, how do I do X, Y, and Z?" In three seconds he's coded out some cool thing. I'm like, "Man, that is your expertise, bro." Good grief. Man, you're so good at that. That is clearly your thing. I don't even know where to start. Whatever their expertise is, is there some other aspect that people wish they could just give to you?

The reason I chose coaching is because I wanted to move up on the value ladder first before going down on the value ladder. Before doing other cool low-end things, which is in the works, by the way. There's a really cool thing coming out, which should be done in probably like a month. Month or two, and very, very excited for that. It's freaking awesome. Anyway, I can't say any more.

What I'm trying to do is I want to pay for living expenses so that I don't take cash away from the product. I want the product to be completely self-sustaining and then next I'm putting out little self-liquidating offer and I'm removing costs to the business. I'm removing costs to the product, right? The product has a margin, but the business has a margin too, obviously. I'm trying to remove my cost, my own employee status. I pay myself as an employee of my own business.

How do I remove that cost from the business? Well I offer coaching, and I'm going to go through and now I easily pay for my salary and then as well as Colton's off of the coaching. I'm still able to deliver great ridiculous value, but keep all the cash from the product in the product and keep the ads rolling and spin faster.

In my opinion, doing what I just did will speed this product off to making its own award much, much faster because of that one move because I'm going to be able to re-dump ads, all the profits directly back into ads again and just explode the thing. When I do add an SLO, when I do add a front-end offer, when I do add something a little bit in the back-end, the whole thing is completely self-sustaining and I can just crush it with that.

Anyway, does this make sense? That's my new coaching program, and I was super stoked about it. Anyway, yeah. If you guys want to hear about it, it's in the outro that I'm going to toss out here. Feel free to dance a little bit. It's sweet music. Anyways guys, thanks so much for listening. Start looking too ... One of the things I'm nervous about saying all this stuff, I hope you don't take your eye off the balls and just build one funnel at a time.

Don't take your eye off the ball, but when you get to a certain spot and you know that your offer's converting, you know your message is converting, you know you're finding the right individuals that you're actually pitching to, one of the easiest next steps is to start doing something a little more high ticket that can remove your payout from the cost of the business. That way the whole thing rolls on top of itself, and that's exactly what was screaming through my brain. All those thoughts, like boom, boom, wait I can do this, I can do this, and because of this, this could happen.

Because of that, this can happen. Bam, bam, bam, bam, bam. I was like, "Oh, let's do it. Boom." Within 24 hours we launched the program, and it's freaking awesome...

Anyway. Hey guys, thanks so much for listening. Hopefully you got some stuff out of that, some value out of that, and you can go out and apply that and get more ad spend out there. You should want to spend as much money as you possibly can to acquire customer so you will crush it. Alright guys, thanks so much. Talk to you later, and woo, Funnel Hacking Live, baby. That is coming up. Oh my gosh, I'm so excited. Oh, man. If you have any sway at all, you get yourself to Funnel Hacking Live. Even if you don't have a ticket yet, man, just find a way. Find a way. Alright guys, talk to you later. Bye.

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

My message to market to offer match...

Hey, what's up everyone? This is Steve Larsen, and you're listening to Sale's Funnel Radio. I've spent the last four years learning from the most brilliant marketers today, and now I've left my 9:00-5:00 to take the plunge and build my million dollar business. The real questions 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 Sale's Funnel Radio...

What's up, new intro! Hey, first off, just celebrating 100 thousand downloads. We've actually be past that for quite a while, just have not had the chance to create the new intro. I wrote this script while I was in the airport, I think two days ago, and I was like let's go do this, let's get it done. Anyways, hopefully you like that. I wanted to be more forward, and open, and purposeful about what this podcast is really all about, and why I do what I do.

The first about 100 episodes were me just documenting the journey and lessons as I sat next to the man Russell Brunson, of course, right? After that though, I wanted to make a really strong point of this is what I did, when I did it, this is my adjustments as I saw what market was telling me to switch. This is the part of the business and part of the funnel I'm building here and there, but not until this point because of this and that. Do you know know what I mean? I'm trying to help you guys see what I'm doing and why I'm ding it.

We certainly had a chance to build a lot of those kind of things for other entrepreneurs and such along the way, and finally I was like man, I see this pattern, it's the same pattern, regardless of the industry, I'm just going to go do it, and it's been working great. Anyway, it's been a ton of fun. Here's to 100 thousand downloads, and moving along, and me kind of documenting the journey as I keep going forward.

It's been off to a great start, we're officially in the month of March, which is crazy. That's nuts...

Anyway, hey, so this last week I was, I've traveling like a beast, guys. About two weeks ago I was in Vegas, last week I was in Dallas, and then I hope those of you that are coming to Funnel Hacking Live I'll get a chance to actually meet you. I got something cool. Stay tuned, I think next episode I'm going to drop something cool for you guys, for those of you who are actually coming to Funnel Hacking Live.

Anyways, I was speaking last week, and I don't know what the deal is with when events get created, but I feel like they get the speakers in by saying there's going to be this many people, and getting people in events is like the hardest thing on planet earth. To get someone to buy something on the internet, that's a lot easier, because, I mean, you're either having to ship something to their house, they don't have to change anything in their plans, or it's literally an info product, and you're just giving access to them, or some coaching, but an event?

They got to take time out of their life. They're going to plan a flight, they're going to plan hotel rooms, they're going to plan how to get from the airport to the hotel, they're going to plan, does this make sense? What are they going to eat, what are they going to wear? They got to pack a bag? They got to make arrangements.
Besides the fact you're going to sell them the actual ticket, like it's pretty incredible to watch how people, but you can really see who the amazing, amazing individual marketers are based on the events that they're putting, on which is Russell Brunson's No Different, it's freaking huge.

It's amazing, it's bar none the best marketing event that is in there, that is out there. In my very humble, but straight forward opinion, and correct opinion.
Anyway, this last event I was speaking at was awesome.

There was supposed to be 2000 people, there was only 1000 people, which is still a lot of people, and that was a lot, which is great. I had a lot of fun, but I was expecting more. Anyway, a lot of fun though. In the evening time I went and I spoke, and I got to go to dinner with some friends that were there, and one of the people asked me a question. They said, "Steven, how do you really come up with all this podcast material? Where do you see yourself in five years? What are you going to be saying?"

This is one of the major concerns that I feel like people get when they start considering publishing regularly, right? I had the same concern. The concern was what the heck do you say? Especially after I can come up with a few different episode ideas, but after a while I don't know what to be saying anymore. You know what I mean? I totally get it. I went through the exact same predicament. Whereas I don't even know, what am I going to say in episode 97? What about episode 140? What am I going to say when I'm at episode 1000? Oh, my gosh, right?

I will tell you that I don't care at all until I'm at episode 96 is over. Until 139 is over, until 9999 is over. Okay? There are times, though, I've don't that six part series where I went through and deep dived with other experts in their funnels. There is times where there is a lot of planning involved with it, but I started just talking very openly about how I do my shows, and I just wanted to drop this little tiny thing onto you, and help you understand how.

I feel like this is one talent and skill that has served in many areas, and I know is one of the major reasons why I've been speaking more. I know is one of the reasons why I've been able to go out and even do Russell's fad events, it's because of podcasting. I was talking to them, and I was like, "Well, here's the thing that a lot of people don't realize, is that you're learning with me. Okay, we're learning at the same time, I'm just telling you what I'm learning."

How many of you guys are learning something new probably every day? Right, everybody. Everybody is. Are you telling anyone about it?

One of the major things that I did in college, I know one of the major reasons why I started getting straight A's, I do believe ... You guys know that I am very religious, I believe in God, and I don't live perfectly, but I try to live the best I can. I know that for me I did really, really, really well in school.

A lot of that was divine intervention, there is not a doubt in my mind. But a lot of it had to do with my own action, obviously, all of it. None of it happens without my own action, and one of the habits that I started creating for myself is that every time I came back from a class in college, this is very key, listen to this, this is, it's the same pattern for how I come up with stuff in my podcast.

Every time, most times I should say, as often as I could, one of the things I actively did was whatever I learned in class that day that was exciting, that was interesting, that was prolific, that was amazing, that was something I wanted to remember, I made it a point to teach it to somebody else as quickly as I could.

The moment I was done learning whatever, whether it was stuff I was studying on my own, or stuff that was in a class, or something I was building a funnel for another business, in college, that's where I developed that pattern, I developed that habit.

When I learned something that is incredible, when I learned something that is like, oh, my gosh, like that really helped me here, here, and here. Right? I teach it to somebody as fast as I can. I find somebody. I have even taught random people. I know that sounds stupid and weird, but I have literally, I've done it before, or I'll send a message to somebody and be like, "I know you're thinking about this at all, I just learned something cool, I just wanted to share," because frankly it's to be selfish. I want to share it with you, but I also want to make sure I remember it, and I will teach them what I just learned.

I do over and over and over and over and over...

What's cool about it is it's almost like you guys have seen The Five Minute Journal? I can't remember who it's by, but it's the five minute journal, and who is by actually? I can't remember ... Anyway. The five minute journal goes through and it makes you look at your day, it makes you go back and look, and kind of debrief. I can't think of the other word for it. Assess, take accountability for the things that you did in your day, and the things that you learned, and what was amazing, what was bad, how you're going to change it, how you're going to react. I try and treat this show like that. Does that make sense?

When something amazing it going on in my life and I'm like oh, my gosh, that's crazy cool. I got to share that. Right? Then it becomes very, very easy for me to continually have podcast material. I don't know what two episodes from now is going to be, but I know it will be amazing, because I thought it was amazing, and because I get excited about it, because I'm obsessed about funnels and marketing it's going to be easy for me to talk about it, and it's going to be easy for me to tell a story around it. Does that make sense? You've got to develop this talent, this habit, okay?

What was super cool was I was able to use very, very heavily when I was speaking this last weekend. I've shared with a few other people as well, so if you've heard this, I'm sorry, but I went through and I was on stage and I could tell very, very quickly that the stories that I was telling, I wasn't allowed to pitch, but I took the first half of my webinar script and I just took out the pitch and I pretty much did the exact same script. I still broke and rebuilt their belief patterns, and I know it worked because a ton of people came up afterwards.

Actually, it's kind of funny, for the first 24 hours not a lot of people came up. For the second 24 hours I feel like it all hit their brains and they're like, wait a second, I get it. The next day it was like floods of people. I've never had that happened before, it was funny. I was like awe, cool.

Anyway, I could tell I was speaking, I wasn't pitching, but I was definitely selling, I'm always selling. I'm selling through stories, very crafted stories to help break and rebuild the way they see the world and whats actually possible, you know what I mean? You obviously can use that for very bad things, but anyway.
I was speaking though, and I was I could feel that the room, like a third to a half of the room was not with me.

Because I've been practicing this as frequently as I have, right? I have an entire separate podcast show. We're at episode 60-something now, right? I'm about to cross 200 episodes of doing this, let alone the different events, let alone the different places I've spoken or taught, let alone the different coaching sessions. Pretty much all of Friday for me is coaching. My entire Friday, every week, I just coach 100s of people. I mean, it's the entire day. I've been doing for that over a year now, and I've had a lot of practice at it.

When I was up there and I could feel that part of the room was not with me, because their eyes went down. They got distracted by what was on the table in front of them. I wasn't getting any more like oh, ah, like you would at Fourth of July, you know what I mean? I was able to see, I was a able to sense it. I don't know what it is guys, it's a sixth sense. You will develop it if you do what I'm telling and just start publishing, you will develop it. It will not happen for awhile, but you will develop it. I could feel that part of the room wasn't with me.

One of the challenges that you have as an entrepreneur, one of the challenges that I run into, that everyone runs into. I'm no exception on the rule in this, when you've got a product that kicks butt, I know that the webinar that I'm selling, that the product that I'm selling right now, it's amazing. I know it's the best one that's out there right now. I know that there is nothing out there that it like it. I know that I am the only one that delivers it how I do with the most value.

I am confident in that, but that's not what sells stuff, the message is what sells it.
The sales message is a different thing than the actual product. It's the reason you can start selling without the product actually being done. I've been obsessing over the sales message. I've just barely finished the product that I've been selling, which is awesome. It's such a good feeling ...

Anyway, what I've been doing is I've been going and I've been selling, selling, selling, selling. Selling like crazy, and when you have a product that's, follow with me. I know I'm kind of stumbling, but follow with me, I've got 15 billion thoughts all over the place. I'm trying to follow it and grab it. When you've got all these different ...

Sorry, when you've got this amazing product, okay, I'm sure all of you guys have an amazing product, so why isn't literally everyone on the planet running out to buy it? I know we've already talked about sales message is what sells the product, however, there comes a point when you don't need to be tweaking as much of the sales message anymore as much as you need to be tweaking who's hearing it. Does that make sense? I know we've all heard the phrase, "Message to market match." 100%, totally with that, totally agree with that, obviously.

I think one of the dangers we will fall into through as funnel hackers is we will continue to change, after awhile, I'm not saying not to, but change your product, change the sales message, tweak, tweak, tweak, tweak, tweak. I'm getting it to a point now with the level of obsession that I've been at, where I feel like it's not going to be so much tweaking the sales message anymore that's going to be doing it, I think I could shorten the sales message for my webinar right now. I think I could shorten it.

I think it's a little long, but the actual message, I think it's spot on. I think my offer, there is a few things I could add to it to turn up the sexy just a little bit, and I think I know what they're going to be, but the next piece if really changing who is hearing it, right? Who I'm dropping it front of.

Steven, why are you on this random rabbit, squirrel that's over on the side? You're talking about being on stage. Okay, here's why. I was on stage, and I was telling you that about half through I could tell they were with me, they were getting it, they were like, oh, my gosh.

Remember I was pitching to MLM-ers. If you're not in MLM, that's fine. I'm just telling who I was speaking with, and I was speaking with them, there's 1000 people there, I show them the funnel stuff, and a lot of them have never seen this before, and they're like, "Holy crap." About half of them were freaking out, they were like, "Good grief, that's what you just did?" I was like, "Yeah, what's up? I don't know any of you guys, you all know each other though."

Anyways, it was really cool. About the other half, though, weren't with me. From that I had two options. This decision happened in my head very quickly while I was up there. They gave me a tight 45 minutes to be up there and be speaking. I had a very tight timeline, and ... That was really fast for what I did up there.
I had two options, through. Option number one was to just say, you know what? It's fine. If you don't resonate with what I'm saying you're not probably a good fit for this anyway. Does that makes sense? I wouldn't say that, but that would be my reasoning, but like you didn't resonate, that's fine. That's okay.

You didn't resonate with the stories, you didn't resonate with the sales message, even though I'm not pitching, I'm definitely selling, and you didn't resonate, that's fine...

Number two, though, the second option I have is the one I took, which was to grab another story that I have been practicing, because of all the publishing, because of the podcasts, because of all the stuff, I developed, right, that little sixth sense that I'm talking about and grab another story from my Quiver...

Grab another story, grab another arrow from my Quiver and launch that story out there that I think fits who I saw who was also in the room. I was like, "Man, I didn't realize there would be this many of this kinds of demographic. This kind of psychographic, this kind of belief pattern.

I didn't realize, I wish I would have known that before. Do you know what I mean? Your ability to adapt on the fly like that will very much depend on how much you've been publishing, how much you've been practicing telling the story. The first option I had was okay, that's fine. You didn't resonate with my message, that's cool. I think a lot to when I automate the webinar that that will be my reasoning, hey, look, you didn't resonate, that's fine, but I have a second option, which is the benefit of doing live webinars, which is the benefit of feeling like live is you get to feel that sixth sense, and you get to go out and you get to say, hey, look, let me launch this other story.

Let me grab another arrow from my Quiver, and shoot it out there, and go is that going to stick? And it did, and I was able to grab a hug other portion of the room and it resonated with them. Does that make sense?

I know I'm kind of all over the place with this, but I hope you understand what I'm saying. This is all very very connected. Your ability to tell story, do it repeatedly, have a lot of stories in your Quiver, and being able to sense when to grab. They're like weapons guys, you grab another story, boom, and you launch it out. You grab a different story, boom, you launch it out there, you're like oh, man, that one didn't hit. Boom, that one hit.

I can tell, I'm reading their body language, they're jumping all over the place, they're clapping, they're screaming, whatever. The equivalence of that online, during a webinar, whatever...

If you're not getting a lot of that feedback when you're selling your product it might be very well possible that they're not feeling that. You have two options, number one is to say, that's fine, and you just keep finding people that resonate with your current message. Number two, launch a second story and shoot it out there. Launch a second story, see if it sticks, and be like oh, that one didn't stick, boom, and you launch another one, and you launch another one, and you launch another one, and your ability to do it quickly will very much effect how well the rest of your funnel performs.

Anyway, does that make sense? That was kind of long, roundabout way of saying all this guys, but I hope that makes sense, what I'm saying here. This was a pretty powerful thing for me to go through. I've done it on very micro scales, where there's maybe up to 60 people in a room. I've done that many times, where I can sense it, I can feel it in the room and be like they're not getting it, or be like you know what? Let's come up with a brand new analogy on the fly, or let's use one of their business, okay, let me weave a story in between there to help break and rebuild beliefs there. Your ability to tell story is marketing, and it is selling. I'm sorry, is marketing, not selling, it's face-to-face.

Anyway, I hope that make sense, and I want you to, the takeaway from this episode ... I feel like I've been all over the place a little bit with these last few episodes, but I'm trying to distill down the things that I'm noticing. It's like I think we all have the bricks, what I'm trying to do is help you fill in the mortar, you know what I mean? The glue between them, and figure out how to do that stuff.

Anyways, I'm trying to help you understand that the takeaway from this is that you have got to write out storylines of what's happening inside your life. You've got to. If you've got the gumption, which I hope that, if you don't have it, learn it. Just start publishing. Start publishing those storylines, and as you do it, I don't know somewhere around episode 30-ish, I started finding my voice.

Then something else happened around episode 90. I don't know I've heard it from a lot of you guys, you felt it as well. There was this extra amount of, I don't know, glaze that my voice gained as I published. It was like this extra sizzle, and I think it was part of that sixth sense that started coming in...

As I would start to say stuff it was almost like I would hear the audience reply with something, with the false believe that they were hearing, that they were giving up as an excuse, and I'd have a chance to react back and forth, boom, boom, boom, boom, back and forth, back and forth, as if you were in the room with me while I was doing these podcasts. Does that make sense? I hope that you're understanding what I'm saying here with this.

This is super, super, super, super, powerful. I know I pound the story, I tell you guys get good at story, but the applications for it are all over the place. It's not just in publishing, not just in selling, but the ability to adapt on the fly.

The ability to get new markets in, when Russell tells the story about, "Hey, I couldn't figure out how to sell Click Phones for awhile." He had to change the story. That's the major thing. When he changed the story and the offer, and he's tweaking it back and forth, boom, boom, back and forth, back and forth, which offer matches the story that I'm telling, that matches the person that's hearing it. It's really this three part series, right? Who's hearing it, what's the story that they're hearing, and you got to craft that, and then what's the offer?

Then when you match those three together, that's where the magic happens. What I was feeling on the stage was the person who was in the room was not the person I was anticipating. Crap, my story's not right, which means my offer, even though I wasn't actually pitching, I was certainly selling though, I was still breaking and rebuilding the way they saw the world, wasn't correct. There was a mismatch. I felt the mismatch. It was like this three part mismatch. I got to come up with another way to say that. It's message to market match, yeah, but there is something, it's deeper than that.

It was the thing that I start knowing, and feeling, and sensing, and I hope that you understand what I'm dropping out there with this, and start feeling that. Start asking yourself, okay, who am I actually doing the selling to? What's the story I'm using to gain their attention and break and rebuild their beliefs? Then number three, what's the offer?

Where do I feel like that weak spot is? If you don't know what the weak spot is you are not pitching frequently enough.
I'm telling you around episode 85-90ish, okay, that was a long time, that's when I started feeling it. You have got to have frequency with this thing. Frequency is far more important, in my opinion, than perfection in every single thing you say. I say too many ums, I say too many ahhs, I'm practicing storytelling, I'm practicing is ...

Anyway hopefully this has been helpful to you guys. You know what? You might actually have an amazing offer, and my gut feeling is that you probably do, you probably know that it is amazing, and if you don't know that, get there. Okay? Oh, it's amazing! It's so cool! It's the best thing on the planet. I know I can defend it to death. You know what I mean? If you got that, boom, done, boom. My offer is there, there is a few more things I got to toss in there to make it extra sexy, in terms of my fast action bonus, but the offer, done. Okay, next piece. Message. What are my stories? My stories are set, my stories are freaking awesome. I know they're great, I feel it.

Then what's the next thing though? It's who is hearing it, and I think I'm speaking to about half the people that I'm supposed to. I think the other half that are coming in, they're not going to resonate with my story, so number one, whatever, or number two fire a different story. That's the next piece I'm trying to figure out when it comes to my webinar funnel.

That was a very long message, and hopefully it made sense, and hopefully you can see how it applies to what it is that you're doing, and think of it in these three stages, and as I've done that it's simplified, the entire process for me. It's all very much interconnected, it's all very much, and you will not do it without mat time. You will not do it without podcasting, or whatever it is. Publishing in general, you will not develop that kind of sixth sense without actively seeking to. It will just kind of happen one day you'll be like oh, crap. I felt, that was weird, you know? It's kind of cool when it happens though.

All right guys, thanks so much for listening, I appreciate it. I've developed a whole bunch of other cool outros, and maybe I'll talk about that in the next episode coming up and why I did that. Anyways, thanks so much. Talk to you later. Bye.

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Crazy, I've never had to thing about this stuff before. WOO!!!

Hey. What's going on everyone? It's Steve Larsen. You're listening to Sales Funnel Radio.

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

How you guys doing? Have you guys ever seen those oxygen restriction masks? Those things are nuts. I bought one. This morning I went on this run and it was so much harder than I ever anticipated it being. I used to backpack a lot. I know I talked about that a couple times. When I was backpacking there was this time we climbed Pikes Peak.

If you know what that is, it's very famous mountain in Colorado. It's funny because there's a tram that takes you up to the top. It's above 14,000 feet. When you get that high, I mean, walking just takes the breath out of you. It feels like you're exercising when you're just walking. We climbed it though. We started super early in the morning, we start climbing up this thing. It's so funny, when you start getting above tree line, which is usually around 11,000 feet, meaning it's so high that trees can't grow anymore, so it's above tree line, you start getting really deliberate in the steps that you take.

It was funny because ... That was a very challenging hike actually. I liked it a lot. It was funny because, I started feeling like that this morning when I just put this mask on. If I run down to the street light, that's just a street light and back, that's two miles. Almost on the dot...

 It's funny it took me an extra five, ten minutes than it normally would because I was just sucking wind. I even had it on the lowest setting. I was like, "Good grief." I forgot my high altitude lungs are just gone.

Anyway. Anyway. Hey, I've been listening to and re-listening to all of the old funnel hacking live speeches. All of them. It's been a lot of fun. I'm almost done with the 2016 replays. I'll go back to the 2015 replays soon, then I'll go to 2017. I don't really know why I started in that order but I did. It's been a lot of fun to go back through and do that. It's fascinating to remember, "Oh yeah, remember when I had that aha, that was at this event here.

Or I remember this personal development growth piece, this happened here or there or whatever." What's interesting is to go back and listen to all the things and I'm like, "How come I never heard them say that the first time?" Right? I think it's the reason why, I mean, my two year old and my four year old I still have to say the same things to them over and over and over again. "Hey, stop hitting your sister.

Hey, be nice. Hey, be nice. Hey, hey, hey." You know what I mean? It's just human nature we all have to hear things a million times before we actually hear it.

Which I think is kind of fascinating when you think of it like that. That's why I always laugh when someone's like, "I already read the book Expert Secrets." I'm like, "That is one of the most core marketing books that is in existence today. You've only read it once?" Right?

I just re-read 108 Split Tests. I did. Okay? Why? Because there's all these things that you continue to get from it over and over and over again. Right? When they are the classics, when they're the things that change the way a market behaves, why would you not study them like crazy? Right?

I listen to an awesome course. It's by Perry Belcher. If you can't handle swearing don't listen to it. It's by Perry Belcher and it's ... Oh my gosh. Is it the Secret Selling System? I think that's what it is. That course is freaking amazing. It's like 18 hours but that is fantastic.

I'm going to go back and re-listen to that here shortly I think 'cause man that was incredible.

Anyway. I keep going back to the greats. I keep going back ... What's funny is that there's so much new material around me at all times that I have not even begun to dive into because I feel like I've not mastered some of the simple things that are right in front of me. Do you know what I mean?

I only like to learn things for a purpose. Even all the DISC tests and all the 16 personalities tests, all that stuff, that even says so in there. Right? I only like to listen and learn and study from things that I will use right now. I am not a good general learner, which has turned out to be a big blessing because I don't get distracted by all this other garbage that frankly it doesn't matter that I'm on or not. Right?

Anyway. One of the things I was picking up today and I was kind of refreshing my mind on was a book that I read in college. It's funny when you read things the first time and when you're brand new ... Not brand new. When you're not as experienced in an industry and you start reading the books from that industry, it's funny how the first few books or courses you take is just like mind blowing. You're like, "Oh my gosh. Oh my gosh that's so crazy. What?

You automate your emails out and to think all the soap opera series?" Right, that's like the most basic thing on the planet. Right? Especially for our world and what we do right?

So, what I think is interesting about this is I went through and I picked up this book that I read in college and at the time I was like, "It was really good. I really enjoyed the first half of it."

It's a book called Visionary Business by Mark Allen. I'll be honest. The first half of the book I got some good things from it. The second half got a little weird. It was talking about how the business has a soul and stuff like that. I was like, "Ah, I don't know about that." That business has a value ladder. That business has a really cool offer. Right? A sexy offer. Some false beliefs. I don't think it has a soul.

Anyway. I don't know, maybe I'm just not open minded enough or something like that. I don't know. It's fascinating though, 'cause one of the realizations I had, and this is where I'm trying to take this episode just so you know, one of the realizations that I had as I ... It was probably about three or four years ago, was that I was studying areas of business that did not apply to where I was at the time. Okay? I know I've talked about this before as well, right? Just in time learning, stuff like that. I believe it's good in phases. You know what I mean?

Every once in a while you got to just drink deeply and I can tell. I can tell. I'm not exactly sure when but I can tell that sometime soon I'm going to go through a really, really, really deep learning phase and it's going to be me primarily focusing on the seven to eight figure area. I think that my webinar's going to hit a million bucks probably summer to the latter part of the year. Somewhere in there. I think that's when I'll hit it.

Then, primarily where I've been focusing is the zero to one figure area, right? 'Cause that's where my personal thing is on right now. While I've made a million bucks for a lot of other people many times, this one of my own, that's what I've been focusing on obviously. What I realized though is three, four years ago I was studying these areas of business that I was not in. It was just general learning and therefore I was a distraction and I was literally getting nowhere.

It's fascinating 'cause I picked this book up again this morning, Visionary Business, and I start looking through the book and I start reading through it again. I was looking at just ... My habit is that if something's really, really amazing I will fold the bottom corner of the page so next time I pick the book back up again I'll look at the key points.

If you look at all my books that's one of the reasons it takes me so long to read them, but the reason why is because I can come back later and I just look at all the corners of the pages that are folded up on the bottom and I can read just that part again. I'm like, "Oh yeah, that was like the core thing of this part. Oh yeah, that was like the core idea of this one." Right? I can pick back up really quickly and refresh what I need to. It works well.

Anyways. I was doing that and I picked up Visionary Business and I started looking through and I was looking through all the little turned up corners on the bottom page and it was fascinating because there's some really interesting ... I liked some of the key parts that it teaches about management. I don't know why the heck I was studying management when I had no one to manage. Right?

You know, I saw it, just barely launched the hiring funnel. Thank you to those of you guys who are applying. I appreciate that a lot actually. Those of you guys who want to work with me, that really means a lot. If you did not hear that episode it's like two episodes before this one it's called My Hiring Funnel. You can back up and just listen to those.

Anyway. Awesome stuff...

I was looking this up again and there's these two different styles of management that it goes through. This is what it says. Okay? It was on page 68. It says, "There are two styles of management. Management by crisis, and management by goals. Those caught in the management by crisis trap are always working in the business and never have time to work on the business. Their vision of the future is lost."

I think that's fascinating. It's very much a ... You know, we should all react to crisis obviously well and try and move on but I totally understand, I totally get that. Right? Management by crisis, management by crisis. Right? Oh my gosh. We're going to have this bad thing happen and this bad thing happen and this bad thing will happen. You almost bring to fruition your fears, rather than focusing on what the goals are and that's what you bring to fruition. Right?

That's what you should actually bring to the present now and actually make happen...

I thought that was kind of interesting. The only reason I'm bringing this up is because I'm hiring people now. Right? I have actual employees. Number one, I'm an actual employee of my own business. That's how we structured it. Pretty soon my wife probably will be also and things like that, and that's great. But I have an actual employee now. You know? Now I look at this and I'm like, "Management by crisis. Huh." I've had a ton of VA's, right?

But this is my first real employee. W2 employee. Actual employee, right? I'm excited. It's going to be so fun, right? He's not starting for a little bit here but I'm super excited to have him. You guys will all know who he is. I'll introduce him. He's the man. I wouldn't have hired him otherwise obviously. We actually have quite the history together, which is kind of cool.

It's funny that that's how that's turning out. We're getting back together, getting the band back together man it's going to be awesome...

Anyway. It's going to be a lot of fun. What I'm doing though is I'm looking through and I'm thinking management by crisis. That's fascinating. How do I avoid a management by crisis scenario and instead, how do I manage by vision, by goals, right? Obviously there's times for both. But how do I primarily stay in the management by goals area?

Anyway. I thought that was kind of interesting. I can't remember, I was at a fad event or I don't know, I was coaching someone I can't remember who it was but they were asking, "How do I find good people? How do I find good people?" I know I talked about this a little bit in the hiring episode but this is the phase I'm in so I'm just kind of documenting my stuff as I'm going through here, right?

Anyway. It was fascinating 'cause I was watching Russell and I was listening to Russell and he said, "Hey, I always hire from within."

That's what he said that time when ... I mean, he sent out a whole bunch of emails. I've watched him do a lot of things like that where he hires from within. He hires from within the culture, which is why it's important to build it. Right? Expert Secrets talks about that. You build the culture. As you're building the culture you're actually having these true believers come out of the woodwork. Right? Me. Right? It's safe to say that I'm a click funnels fanatic.

People know that and he knows that and everyone knows that and that's fine and they should. It's great. But his ability to create culture is what allowed him to hire from within and that's what I'm trying to say is start thinking through hey what's your management style and things like that, but so much of it will already be dictated by how your culture has been set. Right?

Russell had to spend zero time indoctrinating me. When he hired me. He had to spend zero time teaching me click funnels. Zero time. You know what I mean? It's because I was so into it already. That's all I've been doing is looking for the individuals who are so into what I do. Right? I always say, you guys are going to get like 10% of the people who follow you to just be like the fanatics. The people that are crazy, right?

I'm sure I'll throw some kind of event. I'm sure I'll throw some kind of my own inner circle summit or some kind of coaching. Something in the future of my own, right? It'll be 10% of you that are really, really, really Steve Larson fanatics and would love to come hang out, and would love to learn the next piece, and would love to ... That's exactly what happened at the last Mastermind that we through, right? That's exactly it. You have to understand that's the natural progression but I did not worry about that or focus on it until now. Right?

Meaning I've been building the culture. I've been building all that stuff but I'm not studying management til I need it. Right?

Then again, I'm not even really studying it because they're already indoctrinated into what my vision is. Right? I want to change the world. I don't exactly know how yet but I know I do. Right? It took me a long time to have the cojones to say that kind of thing. I always thought that was kind of weird, like, "Oh yeah I want to change the world ha ha ha. Oh ha ha." Right?

I don't know why I was always timid about saying that kind of thing but not anymore. Right? I'm trying to find other individuals who are also like that. It's been kind of fun because I know those of you guys that have been applying to work with me, whether as a funnel builder, an assistant, a support person, a high ticket salesman, you understand where I'm trying to drive the ship.

That's the benefit of doing it that way, which is kind of fun. It's really fun actually. Anyways. That's all I really want to say in this episode. Start building culture because when it comes time to actually hire, you've got to be able to have that culture that's already there so that you can hire from people who are already indoctrinated. Anyway. There's another cool quote, I was looking at another one of the turned pages in this book Visionary Business.

Again, I really like the first half of this book. The second half for me got a little woo woo. I don't mind woo woo but in a business? There's nothing innately spiritual in my business itself. My logo is not speaking to me, you know? I'm the one driving it. You know what I mean? If anything it's the woo woo in me. Anyway. We can go on a whole other topic there. I'm going to pack up.

This last half of the book was a little bit weird for me but it was on page 92 about halfway down, it says, "Hire people who are passionate about their jobs and who have the suitable personality for the job.

Hire a technician for a technician's job and a manager for a manager's job." I think that's so true. Gosh, that's so true. Understand what you are innately geared to do and it's one of the reasons why I have people take the DISC test. It's one of the reasons why I have people take that 16 personalities test, why I have them film a video. If you can't film a video and put it on YouTube and give me the link, you are already not suited to work with my stuff. You know what I mean?

That makes sense. I know you all know to do that but that's the reason why I do that.

Anyway. It's been kind of fun to go through that and start looking at these different management styles, make sure I'm not managing by crisis. Make sure I'm managing through goals. It's like, "Hey, let's go here. Let's drive there." I'm trying to do it in a way where I'm not babysitting. Right? Not that I need to. Not that I'm going to have to with this guy. He's the man. I know I'm not going to have to. Right? He's the man. But you know when you were growing up, I'm sure we all did this to a degree. We're all growing up, mom and dad give you a task right? Or whoever. Your guardian, whatever it was. Whenever you were younger somebody gave you a task. It could be a teacher, right? You were given a task.

The moment that individual walked away you had such a less fire in the gut to get that activity done. Right? Same thing when I was in the army you guys, which by the way I'm finally finishing up the paperwork. I'll be out of the army here very shortly, which is very, very exciting actually.

But anyway. In the army, right? A commander or a first sergeant or someone of authority would come up and give some kind of task and everyone would be like, "Roger. Oh yeah, I'll get it done." As soon as they leave sometimes it'd be like, "Oh, okay we have like three hours to do that thing.

We really need like 30 minutes. Okay, well we're all just going to hangout for a little while and [inaudible 00:16:14]." Right? Then that person comes back and everyone acts busy again. Right? That's not the management style or scenario or culture that you want inside your business. Right?

What's so awesome is the people that I'm hiring, especially this guy, I'm so excited for him to come in because I already know that his culture and my culture together match and mix and we do well. I am not babysitting. I am not managing by crisis. I am not managing as a babysitter. Right? I'm setting the goals, I'm saying, "Let's do this. Let's do this over here. Let's take that mountain. Let's do it." I don't have to be in the room for those things to be done.

I'm so thankful for that because I can quote so many jobs and I'm sure you can as well, where that was the culture. Where as soon as the individual left, right? As soon as the individual left nothing happened. Nothing happened. That was management by force. Right? Management by crisis.

Terrible management style to be a part of that. Anyway. Those are the things kind of going through my head with this and hopefully that's helpful somehow. Understand, again, I didn't worry about any of this stuff until I needed it. I don't know if worry is the right word either but I'm not concerning myself with it until I need it. I really don't need it that hard anyway because the people that I'm hiring and bringing on are already indoctrinated. I think it almost negates some of the things that are in this book is also kind of what I'm saying.

You don't have to do all those pieces so deeply. Right? That a lot of these other management books will talk when you have a strong culture in the business and when you hire from within. That's the main key. That's all I'm trying to say in this.

It's kind of a long winded way to say it but anyways guys. Hopefully that's helpful. Thanks so much for being a listener and we are well past 100,000 downloads now. I just have not had time to actually go and create the new intro music, which I'm very excited to do.

There's something special with it that I'm trying to put in it so anyway, it will be done hopefully shortly. Alright guys, talk to you later. Bye.

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

Take stories about you and craft them to the market you're selling to...

Hey, what's going on everyone? It's Steve Larsen. You're listening to the Sales Funnel Radio.

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

Hey, guys. What's up? Hey, I am going to a lot of events right now. I have an event every other week for the next almost two or three months. That's a lot of travel that's coming up. Some of them, I'm going just to go, and some of them, I'm going because I'm funnel hacking actually. What I'm trying to do, I was talking to Russell about this, with him in his office the other day, and I was like, "Yeah. You know what's funny is I've spoken a lot in smaller groups. I've spoken several times in bigger groups."

A lot of people don't know I was actually a singer in high school and in college a lot. I sang in bands. I sang in choirs. I was in musicals. So I mean, the most I ever sang in front of is probably 40,000 people. That was fun. I've done that a couple times actually. I actually really enjoy that part of it. Anyway.

What I was telling him is that I haven't really done a lot of speaking in front of more than a couple thousand. Right? So what I'm doing is I've done a lot of speaking in front of a smaller audience, and I'm learning how to control the room. You know what I mean? It's been a lot of fun to go through and do that. I've had a ton of fun with it. Okay? I'm learning to control the room. I'm learning how to make everyone sway the way I want them to. It's been a lot of fun.

What I want to do is I want to go, and I want to watch big guys, right, the Russell Brunson's of the world, right, the Grant Cardone's. I want to watch them and how they interact with a room. I want to watch how they interact. I'm really pumped about it.

So I've been going around to these different events and watching. It's fascinating to watch the different experiences, I guess, experience the different ways that they interact with the room. Big guys in front of big rooms. It's been a lot of fun. I've actually really, really enjoyed it, and gained a lot of things from it.

So I'm sitting here, and I'm speaking next week in front of 2,500 people. I'm super pumped, you guys. Oh my gosh, it's so cool. It's an event down in Dallas called the Happiness Convention. Anyway. So I'm putting my slides together right now. What's been fascinating is to go and put these slides together in a way that with all the different lessons that are happening right now. You know? It's been a lot of fun. I've really, really enjoyed, and I know I keep saying that, but I really do, guys. I enjoy what I do. It's so fun.

I can't remember who I was talking to the other day, and they're like, "Oh, that sucks, man. You had to work on a Saturday. That sucks so bad." I was like, "Actually, I am completely addicted to what I do. I'm completely both feet in. I really don't have any other hobbies. This is my hobby. I like to get better at it, and better and better and better."

So anyways. I am sitting here, and I am creating my slides, and I'm putting together the slides. I'm supposed to get them over to him today. I don't know if I'm going to be able to do that, but it's nice they gave me a full hour. What they're doing is they're letting me, I'm not selling, but I'm allowed to pre-frame my webinar, the stuff that my webinar sells. I'm allowed to go pre-frame that, and pull people from the audience over to that, and get them ready to buy that. So it's kind of fun.

So I'm still breaking and rebuilding belief patterns the exact same way I would on the webinar. So what I've done is I've gone, and I've literally just cloned by slides for my webinar. I'm just adapting them to the room, removing certain elements from it, changing and adapting to the room, the audience that's going to be there. That's always been the hardest part is what I've noticed.

It's funny, because there was a time I was speaking in Vegas. I sat down in the back of the room, and I had this stark realization that, oh my gosh, what I had just created is not for the right audience. So I pulled my laptop up, and I'm changing the lingo, same lessons, but the words had to change. You know what I mean? I was not using the correct vernacular. I was not using the correct isms from the people inside the room. I went through and I created. Luckily, I was able to really, really quickly go through and change what I was speaking about. Right? What was cool about it is that I gave the speech. It was awesome. It was a ton of fun.

Then about six months later, no, it was about maybe nine months later, this guy walks up to me, and he goes, "Hey, man. I was there in the room when you gave that speech. I want you to know I made $100,000 from that speech that you made." He was like, "Thank you so much. I went out and I did the exact same thing that you were telling us to do. He was like, "I made a hundred grand." I was like, "What? Whoa." I don't know if that would have happened had I not addressed the correct individual in the room. Right?

So that's been the hardest part preparing for this speech that I got to give coming up shortly to 2,500 people.

I still need to break and rebuild the same belief patterns that I know are in there, but I've got to make sure that it's using the correct vernacular, using the correct stories. I got to use some of their isms. It's hard to always know what those are without actually observing the crowd.

So it's funny, because I was telling Russell this story when that happened a while ago, and I said, "Yeah, man. I realized that it was not the right thing." He's like, "Yeah. I've totally done that." He's like, "What I like to do is go sit in the room, and watch the audience for a little while." He's like, "I'm watching the speaker, but what I'm really doing is I'm watching the audience to figure out what," I don't know if he'll remember he said this to me, but he was like, "I like to sit and figure out if my message will resonate with this crowd correctly, and I see what they're resonating with." He's like, "Then I go back to my hotel room. Then I go and I start writing. Then I go figure out the slides and stuff like that."

It's so funny, because to so many people that is straight up ludicrous. "What? You finish your slides right before the actual presentation is needed?" Like, "Yeah." That's the reason why. Right? It's this ability, this speed, to be able to get things and produce things out there in a way that resonates with the crowd, but you can't do that unless you're okay with feeling a little bit of ambiguity of not knowing until you get there. Right? Anyway.

I got to talk to him, and see, "Okay. Let me get you this rough draft of slides, but please let me get you an updated one after I get to the event." That's what I want to do. That's what I'm trying to do is, hopefully, is get these things done in a way that will allow me to adapt to the room.

It's always funny, you guys. You'll start to experience this if you haven't already. Guys, Sales Funnel Radio listeners are rock stars. I know that. I know that about you guys. I know that. I appreciate you listening. I'm trying to give you the best sales funnel stuff. I got some really cool series and episodes coming up here shortly, and going to do a big ole round of interviews again with some experts of their industries. Anyway. There's a lot of cool things coming up here.

I know that you guys have probably experienced that before. It's easy to see if the crowd is with you or not. Right? It's easy to see it. You feel it. It's the same thing with podcasting or publishing, whatever it is that you're doing.

Any kind of communication piece, you begin to see and feel and know if the crowd is with you. In a very long roundabout way, that's all I'm trying to say in this episode is that when you are building your funnel, okay, make sure you are using a message that you know, not think, resonates with the people that are actually coming into your funnel, the same way that I would if I'm in front of them on stage, the same way you would if you were in front of them on stage. Right? You're trying to put this together in a way that, obviously, resonates in a really, really powerful way.

I just had this really cool meeting with a guy who will actually be a guest on the show shortly here. So that's as much detail as you guys are going to get with him right now.

He was like, "Hey, Stephen. I was looking through all your videos." He's like, "Your ability to invoke an emotion out of a video is amazing." I said, "Hey, thank you very much. I've been practicing it a long time." I said, "That means a lot." He goes, "Seriously though."

It meant a lot what he was saying, and that's part of the reason why I keep telling everyone to just go freaking publish frequently. You're going to suck at it at first. Right? You're going to be bad. You'll be real bad. As you go, what you are really practicing when you're finding your voice is your ability, part of it is your ability to invoke emotion from those who are listening to you.

Okay. That's what you're trying to go for, because if you can invoke emotion, you are at the foundation level of where you can start to break and rebuild belief patterns. Right? If I can invoke emotion from you, the listener, it means that I can start telling stories that will shape the way that you see the world or the industry that I'm trying to help you see differently. Does that make sense. Big ole nugget right there, big ole aha.

That's why you publish so frequently. It's to find the voice, but really what we mean by that is your ability to invoke emotion. How can you do it in a way that is natural sounding and comfortable to you, right, to your personality? I know sometimes I'm a goofball. I'm a kid at heart. Some of you guys aren't. That's fine. All right. It's whatever it is that you are. So when you out speaking on stage, you're building the funnel, you're going out and you're writing copy, whatever it is, any communication piece, make sure it is resonating with the individual.

Some of you guys might say, "Stephen, duh. I get that. Why wouldn't we do that in the first place?" What's funny is that when we write copy, a lot of times, we'll do it from the standpoint of what we think is cool. That's the wrong way to do it. Right? What you're doing is you are writing copy, you're telling stories as the other person would tell them. Okay?

You're doing it as the other person wants to hear it, not how you think it sounds good or cool or professional or awesome. You've got to take yourself out of the copywriting experience, meaning you're not the one that you're writing the copy for. You're not the one that you're telling the story for. It does not matter what you think is good or bad. It is completely up to what the market tells you is good or bad, and because of that, you have to know them.

I was coaching an individual, actually it was last week, just this last Friday actually. I was coaching somebody, and I was going through, and I was asking this person, "Hey, what market are you stemming from?"

Meaning what's your sub market? They were like, "Oh, I don't know." I was like, "Then literally everything I say will be a straight guess." Then they're like, "What do you mean though? Just give me your opinion. Do you like this or not?" I said, "It doesn't matter what I think. I'm not the one filling your pockets, so screw my ideas. Right? Doesn't matter." I was like, "I'm trying to teach you a formula to extract it from the market.

The market is what will tell you what is good or bad. Same thing with your storytelling. Same thing with your ability to adapt. You've got to use the vernacular of your market, not what you think is awesome." I've pounded that point several times with you guys. I'm just trying to make that whole idea.

She's like, "Hey, is this good? Is this bad?" I was like, "It truly," and I could tell it was frustrating a little bit for this person, but I was trying to make a point. Until you know what sub market you're selling to, not industry, sub market, your stories, don't even start writing them. Right? Don't even start writing your stories. Don't even start putting your copy. It does not matter until you know exactly what sub market you are selling to. Right?

It's the same thing. Until I know the person, the type of people, right, the conglomerate, top average individual that's going to be in that room when I start talking to them, some of this stuff, I'm not going to know. I've got to get ground level, got to get right down to the nitty gritty. Right?

I got to get down to the nitty gritty of understanding these people and who they are and their passions, their emotions, their fears, their desires, their stories, the stories they're most used to hearing, the stories that I can tell that they will resonate with most, and that will let me invoke emotion powerfully. Anyway.

I hope that made sense. That's the power of this. It's starting storytelling. Yes, just get good at doing it in general, but eventually you got to be able to adapt it to the individual with the correct vernacular, correct examples that they are used to hearing so that you are going to where they are, and bridging a gap from where they stand rather than from where you stand. It does not matter what you think. Anyway.

That was a big massive ramble. Hopefully that was helpful to you guys. Anyway. I got to get these slides done here, and send it over to this guy. I'm excited to do it, super honoring. Funnel Hacking Live is coming up. I got a bit of a present for you guys coming up here as well for those of you guys who will be in it. So continue to listen, probably the next episode, I will tell you what it is. I just barely got them to my house. I'm not going to tell you what they are. Talk to you guys later. Bye.

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

I'm tripling how often I deliver my webinar. BUT, sometimes I can't be there to do it live, so...

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

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

So I was just outside. We've been shipping just a whole bunch of stuff into the house, stuff for our garage, stuff for ... just lots of different stuff. And a lot of the stuff has come on big pallets and things like that. We've been shipping a lot of cool stuff in here. It's been fun. But funny enough, we've just had this stack of boxes and pallets and all this stuff all over the place and so we've been wondering what to do with it.

There's no one who comes out and says, "Hey, you've got a whole bunch of pallets you've got to get rid of?" You know what I mean? So it's funny, for Valentine's Day, my wife got me an ax, which is kind of fun, actually.

So I've been outside for the last three hours just bashing apart and burning these pallets, and it's been a whole lot of fun. It's totally manly. Hey, this last week has been kind of interesting with my webinar.

A lot of sales at first, kind of trickled down, and then it really slowed down quite a bit, and I know ... I figured out why. I think I figured out why. I think it's because ... So here's the numbers, right. I still have a 56 percent opt in rate on my first page. 56 percent. It's awesome. It's really, really ... I mean super, super cool. I'll get 150 to 200 people registering from my webinar each week. But there's only like a 7 to 10 percent show up rate.

Of the people who show up, I still end up usually closing anywhere from 10 to 20 percent, which is an awesome close rate for a webinar. But the actual show up rate is so low that the last little bit here hasn't been that many sales. I'm like, okay, what's the problem? And I know there's probably some guru or whatever's out there who's like, "Why would you ever share these numbers? Don't make yourself look bad." What I'm trying to help you understand and to know and show and see, is that my reaction to what the market is telling me is what is key right here.

And so I was ... I'm not going to lie, I was super frustrated, like, what the heck's going on? C'mon. I know the product's freaking awesome.

There's no one else selling anything that's like this. I know it's incredible. I've had amazing success stories with it. People are doing amazing things with it. Like, ah. It's been so cool. So I'm like, okay. But that just goes to show what I keep saying to all these people too. Stop focusing and freaking out so much about the product. Start focusing and be obsessive over the sales message and the product will take care of itself.

You go and you make something awesome. And it should still be awesome, but you know what I mean? Focus on that second...

Anyway, so I was boxing Russell, and I was like, "Dude, I don't know what the heck's going on. It's nerve-wracking doing one webinar per week, and ... " Follow me on this okay? There's something very specific I want to tell you guys on this webinar because I'm very excited you guys. I think I hacked out the way cook funnels works a little bit. It's so cool.

So anyway, I was boxing Russell and I was like, dude, what's going on. What do you think's happening? What do you ... " And he was making fun of me because I'm still putting a dollar in on ads and I'll get like $4 back out. And he was like, "I'm Stephen. I only 4Xed my money." And I was like okay, "Okay, I get it." And it's still that kind of thing. But it's like the numbers are tiny. I was like, "How do I scale this thing up so that my show up rate's higher?"

And he was like, "Yeah, my show up rate ..." He usually gets a 25% show up rate. And I was like, "I'm floating around anywhere from 7% down to ... up to 15%. It's still kind of low. You know?" So that's the number I'm working on. And so, all these little things that I've been doing to my webinar to get it to increase.
Anyways, I was telling him about it.

And I go, "Dude, I can't handle ... It's my sole income. You know what I mean?" I'm putting my money where my mouth is and this is my sole income. And we're doing totally fine, by the way. It made more money last month than I've had in my bank account ever. We're doing great but still, the consistency of it is part of the sexiness of it. You know what I mean? And so, I was like, "What's wrong? How can I react to what the market is telling me?"

So I was telling him all this and was like, "Once per week is rough because I'm eating what I kill. You know?" And he goes, "Well, what if you just do it twice a week?" I was like, "Huh." Why have I never thought about that? So I was like, "Okay.' So I ... A few nights later, I was like, "Okay, I got to think through this model." How do I from a technical standpoint run this thing in a way so that when group one is going through my replay sequence, they're not also seeing the Facebook ads that I'm running for group two that week. Right?

And so, I was sitting there and I don't know what it is about Dubstep guys but I was putting my headphones on and it always gets me in the creative zone just a little bit. I don't know. But maybe that weird but whatever. Different kinds of music do affect me differently and my creative zen, you know what I mean? So I was sitting there and actually I put my headphones on and I started just pacing around my office here. And this is how I solve problems. I don't know if anyone knows ... I've never really told you guys this.

That is how I solve problems. And I solved ... What I will do, and one of the commonalities of people I see who don't solve problems in their life is they see that there's a problem and then rather than accept the fact that there's a problem and they don't know the answer, they just act like it's not there and move on and ... Or they'll say, "I can't move on because it's here." And they don't look to themselves and their own noggin to try and figure it out.

I was listening to this really cool interview ... it wasn't an interview, it was a speech. I don't know who it was. It was some guy on the internet speaking in front of a ton of people. And he said some things that were really profound and he was going through some interesting numbers that they were finding. And what they figured out was that successful people will solve 80% of the problems the first time that they hear them. I think I was saying that right. Meaning they solve literally almost every single problem. They make a decision. Solve isn't the right word. They make a decision. There we go. That's what it was.

They make a decision 80% of the time. Right? So something comes to them and they're like, "Hey I've got this thing. Go make a choice on it, Steven. Go make a choice." 80% of the time, they make a decision right then. And that's what he was teaching. He was trying to show, look, successful people don't take forever to make a decision. They just make a decision and they move forward. And they just get crap done and they know ... They make the decision as best they can with the information they have right there with the understanding that it could be wrong.

But they're so good at making decisions on a fast basis that their chances of actually being successful are so much higher and it's one of the reasons they are successful is because they make decisions very, very quickly.

And so, I had that in my mind and I was walking around. And I love getting into the zone, guys. It is one of my favorite things to do ever. I was going to go to sleep. It was late at night but for whatever reason ... It was late at night and I was in the zen state and the creativity ... I don't really control when those moments happen. I just follow them when they do. And so I stayed up. I had the music on.

I was pacing around and I had this ... that kind of lesson in my head of hey look, I've got to make decisions 80% of the time the very first time I have to make ... that I need to be making it. I hope that makes sense what I'm saying with that.
But when you have a decision to make, 80% of the time you should make a decision the very first time you hear about and you make it on the spot. And so anyways, I was pacing around and I was like, "Okay, this is ... gosh, how do I solve this? How do I solve this?" And what I do mentally, guys, is I try and look for, I think of them as threads. And I start looking around, I closed my eyes. And I usually start pacing around in my office kind of fast.

And it gets a little bit detrimental sometimes with my eyes closed but I do. And I'll have music going and it's loud and I'm trying to find a thread. That's how I think of it. I'm looking for a thread. And I think of it like there's all these threads, these possible solutions to the thing I'm looking for. I don't really know what it is. And I don't really know that it's going to be the solution yet.

But what I do is I start thinking through in my head ... I don't know if this is weird but this is how I think about it. This is what I do. And what I do those is I start thinking through all these threads and I grab a thread that's there that exists and I start following it. That's how I think of it. I think of it as I'm going hand over hand following this thread. And I don't know what's on the other end of it. I love those states because what always ends up happening is the first thing I have to do is I have to draw the end of the thread.

And so, that's what I did is I came over and I was like, I think I know how to solve this problem. I think I know how to solve this problem. I don't know how it's totally done yet but I know enough that I could start drawing. And so, I go to my whiteboard. And that's always the next step that I always go through. I go to my whiteboard and I start drawing the end of the thread, whatever it is that I believe will lead to the solution.

And it was a very interesting thing that happened. And I started drawing it. I started drawing it and I put the marker back down and I kind of paced around for a little while and I was like, okay, but what's the next step after that? What is it? What is it? And I started walking around and usually I'm pacing kind of quick.

And funny enough, it wasn't the right solution but another one took its place and I followed that one and that's how I solved it...

Here's what I was trying to figure out. And I hope that makes sense what I'm saying is like, I've seen that most entrepreneurs out there do this. Certainly, Russell does. Certainly most of the ultra-successful people that I've seen or been around or gotten to work with or just gleaned info from, most of them, they don't always know what the outcome's going to be, they just know that the beginning's real good and if they can sprint at it hard enough, make as many decisions on a fast basis as they can, usually it'll be shown to them the kind of thing they need to be doing.

So here's what I was figuring out though. So Russell's like, "Hey, do two webinars a week." And I was like, "Well, what's better than two webinars a week? Three webinars a week." And I was like, Cool." So, I am doing starting this Tuesday, I'm doing my webinar live three times a week. Okay? It's very aggressive but there's a lot of reasons why I'm doing it that way.

So I'm doing it literally Tuesday, Thursday, Saturday. And what I've done is I figured out a model because usually the model that we teach at Click Funnels, that I teach Two Coaching and Secrets of Master Guide, even in Expert Secrets and all the different trainings. The webinars are in this one per week model where Monday through Thursday you're promoting, Thursday do the webinar, and Friday through Sunday you do your replay sequence.

I was like, okay, but how do I squish into this thing three webinars a week without overlapping. And so what I did was I figured out how to do it. And I figured out this model. Which is super cool because it still feels like an isolated event to the people who in the middle of it. They don't know that there are these other webinars that are going on also. And what's cool about that is it lets me perfect the message at a faster pace, right? Brandon and Katelyn Pullman, I think they did their webinar thirty some times before they actually automated it.

Russell did his 60 or 70 before he automated it, right?

I'm trying to get to that number. I'm trying to get to those volumes of having done it so I know the script so well, so well. And I know what the issues are. I know that the good, the bad, the ugly. I know what's converting well. I know the stories that work well.

I know the stories that are not good to tell. You know what I mean? I'm trying to figure out what that is but I'm trying to run at it because I feel like you can't skirt that process. You know what I mean? There's shortcuts. There certainly are shortcuts. There really are secrets. There really are hacks. But some stuff you just can't shortcut.

And so rather than me trying to shortcut it and go straight to an automated webinar, I'm actually trying to just marry the process. I'm looking at it like a sport, okay? This is mat time. This is gym time. This is me just spending time in my craft. And so, that's what I've been doing. And I just figured out, I'm about to build it right now. I just figured out how to do the entire thing. And I was checking with my amazing ads lady and she's fantastic and she's like, "Yeah, that could totally work."

And so, I will probably do some kind of training on it in the future here because it's super powerful. So as I was looking at it, it was like three times a week. I am zapped from a single webinar. The way I do them with such high energy. If you want to check it out guys I would love to have you one it.

It's secretmlmhacks.com if you guys want to. But it's been really, really cool. And I convert really well on the webinar. And I get an amazing opt in rate. The one thing I'm tweaking right now, and I know exactly what I'm going to do. And I'll tell you guys about it in the future which probably means next week. Because I think I figured out how to solve my problem, my show up rate problem. And I got some just awesome stuff down that's coming. Oh my gosh. It's cutting edge. There's only two other people on earth that have what I'm about to go put out and I'm really excited about it.

Anyway, it's super cutting edge but I'll tell you guys about it in the future. How's that for salting the oats, right? Anyway, so what I did though was I figured out how to do this and run this thing in a way. And I was like, three webinars in a week, we got Funnel Hacking Live coming up. I'm speaking at an event. There's 2,500 people at it. I'm super excited about it. I just got asked. It's going to be so cool. It's the beginning of March. I'm going to go to Grant Cardone's 10X event.
Anyway, so there's life.

What do I do when I can't do one of these webinars? Three a week? That's a lot...

So what I did was I figured out that in those scenarios where I physically cannot do the webinar, I will automate it. And I will deliver an automated version of the webinar. And so what I've been doing and going through and figuring out is how in a single click to turn my entire funnel from a live webinar funnel into an automated funnel.

So for that one time ... So Tuesday, Thursday, Saturday, right? Let's say Thursday, I'm at an event and I can't do it. Well, for that group, that scenario, I will run an automated webinar with a single click and switch the entire funnel from an automated funnel ... from a live one to an automated one. And then in a click, turn it all back.

That's what I figured out that night. Thank you Dubstep and pacing around and following threads in my noggin. That's what I figured out. And at some point, I'll probably do some cool trainings. I want to show you guys this stuff. It's really ninja. I don't think that there's a way you can sidestep having to do it live over and over and over again. I even asked Russell, I was like, "Dude, maybe I should just automate it." And he started laughing and he's like, "I'm not going to let you off the hook that easy dude. You keep doing it live." And I was like, "Gosh dang it. Just let me automate this thing." Oh man.

Anyway, I've been pumped about it and I'm trying to marry the process and keep to what works. You know what I mean? When I was in basic training, I shot really, really well with my M16, a shot expert. I shot so well that it was only me and another guy out of 200 that actually won a phone call home which was awesome. And what I was doing though is I was marrying the process.
And they would teach us ... There's a lot to shooting, by the way.

And I love it. Shooting's tons of fun. And so, there's all these different things they teach us. And one of the things they'd have us do is they'd have us lay down, obviously on the prone, but on concrete. And we'd lay in the prone and hold our M16 and then we'd just start smacking our elbows on the ground. And the reason why is it would toughen the elbows and we could hold steadier for a long time. We'd literally be trying to bruise our elbows.

And we'd take our elbows and we'd just start smacking them on the floor. Sounds kind of crazy but it worked...

So I would be in the barracks when everyone's hanging out and I'd be in the prone smacking my elbows on the ground. I'd be putting canteens on the very end of my barrel, full ones, and try to hold it as steady as possible for 30 minutes. We'd put dimes on the end of the barrel and hold it as steady as possible and do an entire cycle meaning I would charge the weapon, fire it, and try and hold the dime at the very end of the barrel and keep it that steady so it wouldn't fall off during the entire cycle.

And so, my body moves. I charge the weapon ... I put a round it. Nothing in, a blank or whatever, and I'd fire and then try and not have that dime fall off.
And I married the process, guys. There's no short cutting certain things in this business, in this life. And rather than trying to fight it, marry it. And you stay the course and that's what I'm ... And I always talk about that. I do it too. I'm still reminding myself, okay, don't seek a shortcut, Stephen, just seek to be the best in this process.

And so I'm trying to do that. That's, as far as documenting the journey, that's what I'm doing right now...

So anyway, been a ton of fun and that's what I'm doing. So, I am literally right now I'm about to go and build an automated version of the webinar for those scenarios when I can't do it the third time that week. You know what I mean? But I'll flip it right back out. I don't want to ... I'm not ready to automate the thing yet. I don't want to yet. I'm not quite dreaming about the slides yet. When I start dreaming about it, that's when I know that it's really a part of my subconscious but I'm not doing it. It sounds stupid but it's true. Okay?

I've had dreams in the editor. I've built whole funnels in my sleep. And brainstormed headlines, okay? There's a level of obsession that you've got to have with this stuff and so anyways.

All righty. So, that's been it and that's what I'm excited about. And that's what I'm literally about to go do right now. So I'm going to shut this thing off and got ClickFunnels up right here, got my two monitors. And I'm looking at my little map that I drew that night. And sometime, I'll make a cool map out of it and I'll probably do some training on it and toss that out there.

But anyway, it's been a lot of fun. It's been ... I'm just trying to show you guys the process. Like okay, when the funnel does well, and it did well for a while, but there's either ad fatigue going on which I don't think that's what it is at all. There's this or that but as I look at the numbers, the numbers are telling me a story. And the story is you've got to talk ... You've got to increase your show up rate.

So I'm just ... I know what that plan is. I'll tell you guys what it is in a little bit here. I think it's going to work really, really well. I'll tell you about it in a little bit.
But the second thing I'm doing is just increasing the frequency. So just increasing the show up rate, increasing the frequency of me actually doing the webinar. And I think that's the next step so that's where I'm following it. And that's where that thread goes.

Anyway guys, thank so much, appreciate it. And thanks for being a listener. It means a lot. We just barely passed 100,000 downloads with this thing as you guys know and I'm pumped. Thanks guys.

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

Here's how I 'm using funnels to hire a support person, funnel assistant, personal assistant, and high ticket sales person...

Hey, what's going on everyone? It's Steve Larsen. You're listening to Sales Funnel Radio.

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

Holy crap, so I'll be completely honest with you. I was actually at church three days ago and I was sitting down and this guy just said the word Super Bowl, and all of a sudden it hit me that that day, later that afternoon was the Super Bowl. I was like, "Hey, guys. I'm assuming today is the Super Bowl."

Someone is like, "Yeah." "Oh, okay. I did not know that." They're like, "You didn't know today was the Super Bowl?" I was like, "No. No, I didn't. I did not know today is the Super Bowl." I had a few other friends and stuff they're like making fun of me for it. I don't care. I don't care. Actually, I love the NFL actually. Like, I shouldn't say I love it. I watch one game per year and that is the Super Bowl. I love the Denver Broncos, mostly because I'm from there.

If we ever get a good quarterback again, maybe they'll have a good shot at actually doing something good again...

Guys, I love low-information diets. I'm trying to cultivate one of them. For years ... I don't really read the news. I used to have a subscription to The Wall Street Journal. Yes I stopped that a long time ago. I had another friend that was like, "Hey, did you see on the news X, Y, and Z?" I was like, "No." They're like, "What? Where do you go to get your news?" I was like, "I don't. I don't." They're like, "Huh, if something important is going on how do you know about it?" I was like, "Because I hear people talking about it."

If anything, Facebook will at least give me a skewed idea that something's at least going on. I'll hear it from the filters of a billion people on Facebook. I should go check it out then. Like, "Really?" I was like, "Yeah, it's all about me not taking in too much information. It's all about me trying my hardest to not take in information.

There's so much data that's produced every second now, every little nanosecond. I mean there's so much. There's no way you could ever consume the amount of stuff that's produced in your lifetime. What's nice about that is you get to actually choose what it is you actually take in. The hard part about it is that you actually have to choose what you should take in. You know what I mean? I go through and actually ... I wasn't trying to talk about this at all actually during this episode.
I try and cultivate a low-information diet as much as I can, much like before our workweek talks about. I've noticed in my life, it's a lot more, I can think. There's a lot more calm in my head.

I know there's crazy stuff going on and I'm not trying to be an un-responsible citizen, but I think my best way to contribute to society is to help a whole bunch of people learn how to make a whole bunch of money and help their customers, and I think it's going pretty well so far. You know what I mean? All right, there's my contribution and it's going well.

I really don't read much news. I had no idea the Super Bowl was going on, which by the way, I did want the Patriots to win. I was a little bit sad they didn't. Broncos and Patriots those are my teams, if I can even say that. I can't even name players. I barely even know what the teams are.

I don't even know what all the divisions are inside the NFL. I'm serious, I don't. I don't feel awkward about that. I'm a little jealous of all the people who know how to talk sports. I don't know how to talk sports at all, at all. Why? It's actually slightly on purpose, especially at the beginning it was very much on purpose. Now it's just a habit, but I am trying to stay obsessed with my craft. Obsessed. I mean, freakishly obsessed. You know what I mean? Straight up fanatical, monomaniac over what I do. Why?

You know what's funny? There's a stat I was reading that I heard about. I can't remember what it said, but it said basically if you read like ... If you consume an hour a day of the material inside your industry, just an hour a day or something like that, within a couple of years you'll be one of the top people. That's so awesome. There's so much other noise, there's so many other distractions that other people give in to. All I got to do is I got to start reading, I got to start studying, I got to start reading the greats, understand where they are and I'll be at the top.

It's the same thing with you guys. I know that every one of you on here, you're all rock stars, you're all producers, you're all ... We may not all be A type personalities, but we're all go-getters. We all try and get things done. I'm a little bit more of an introvert in person. Depends on how well I know you.

That's all I'm trying to say though, is I try to keep and cultivate this low-information diet and I try to do things in a way that ... I'm trying to practice more of what Tim Ferriss is talking about, where he said, he'll walk around and he'll just try and figure out the one thing that he could do that would make all these other things he has to do obsolete, which leads me to the topic of this episode.

I know it's five minutes in, but I feel like that was important to say that. Just try and stay obsessed. You know what I mean? Really, try and stay completely obsessed with what you do, and if you can't get obsessed about it, you might not be doing the right thing. That make sense? No one really has to motivate me. I mean yes, I get through slumps. I feel like I just got through a little bit of a slump. Creating the product that I just launched out there was rough. I can say with full confidence that my product freaking rocks. It is worth way more than I charge for it. It is amazing. I absolutely love what I produced. It is so good.

Oh, my gosh, I don't know any other product that's out there that does what this one does in the space that it's in. I'm very, very excited and I feel completely confident about that. I just finished it and well by the time you guys get this I'll finish it because today I'm finishing it.

That was intense. That was hard. Now it's out. It's done. It's just like Seth Godin says guys, "You can be the first or you can be the best." That's the path to cash. Vanilla is the number-one selling ice cream that sells 10 times more than number two. It's chocolate. Right? Number two sells three times more than three. It's not a linear curve. It is an exponential curve. You can either be the first or you can be the best. We try to teach you through Expert Secrets how to be the first. We try to teach you through DotCom Secrets how to be the best.

Funnel hack someone and do what their process is, and then you go improve on it. It's a combination of the two that we're trying to go through and show you guys how to do this stuff.

Anyway, powerful stuff, powerful stuff. Speaking of teams, how's this for a lead in? I am realizing that where I am, the big domino that I'm trying to knock over my life right now is holy crap, I cannot handle the number of messages that come into me anymore on my own. I can't, I already wasn't. If you guys have sent me a message I'm sorry, I probably have not answered it. It's because of the straight up volume of messages. It's not out of me being rude, please don't get offended, but I am doing my best right now.

I'm going to go to try and duplicate areas of my life that I know are duplicated bowl. There's certain things that I do that I will never try to outsource, that I want to control. I'm sure at some point I actually will outsource those things, it's just I haven't figured out the best way for me to outsource them and duplicate those things. Stay tuned, I've got a plan on something really cool coming up.

Oh my gosh, I want to build another funnel so bad. I almost built almost one funnel per day for almost two straight years. I mean that's crazy. I am itching so bad to build a second funnel. I was talking to another buddy of mine yesterday and he was like, "Do not build a second funnel." I was like, "I want to, I want to build another funnel so bad."

He's like, "Don't do it." He's like, "I wish someone else had told me that when I was early on in my entrepreneurial game also." He's like, "Russel was right." I was like, "I know, I know he's right." I was known for my speed with these things and it's helpful. I can take a lot of elements from lots of different funnels that I've built and toss them all into just the one. It makes sense, it's time for pure obsession in just that one thing. I don't know the exact moment where it'll be time to move on but I think I'll know and I've got a plan for it.

Anyway, so yes anyway. What I'm trying to do right now is I'm trying to go out, I'm creating a hiring funnel basically where I'm going out and I was sitting at a mastermind once, actually was the Inner Circle. I was sitting in the Inner Circle and someone was asking the question, "Hey, how do I find someone good?" It was cool because both Russell and also myself, I raised my hand, and Russell was like, he's like, "You got to hire from within."

Meaning hire from within your own community, which is why it's so important that every one of you guys is publishing. When I was going out and I was getting all these odd jobs done for random things I needed built, I had to reindoctrinate them on what my tasks were, what my goals were, what the culture of what I'm trying to build is. You know what I mean? If I hire from within, meaning I hire from within my own audience, my own following and that's where I get my help from, that is 100% the easiest way to do that. You know what I mean?

Anyways, that's what I've been doing. This is, I guess, my shout out for it. It was weird when I did a shout out, when Russell did, to his community to find my replacement. That was weird. That was weird. I'm sure some of you guys saw that, but I was sitting there next to him and he goes, "Dude, it's time." We put off making the video to find another funnel builder for weeks. We kept putting it on the list. We're like yes we'll do it, and then we wouldn't. We'll do it, and then we wouldn't. It was back and forth, back and forth, back and forth.

I think it's because both of us didn't want to actually admit that it was about to happen. I didn't want to leave, he didn't want me to leave, but the circumstances made it necessary and I'm glad I did. Been able to go build my own stuff and put it all together and things like that. Still involved there.

Actually just signed the contract to be a Two Comma Club coach there, which I'm very, very excited about. I already was though, you guys already know that. I guess they just made it official by signing a contract since I'm gone now, you know what I mean? Anyways I already was though. What I'm focusing on right now ... I'm sorry, my thoughts are kind of all over the place. There's a lot of different ideas that I'm trying to lace together here so you can follow what I'm saying. What I'm trying to say is be obsessed, understand that I've never seen anybody ever get to $1 million on their own ever.

I've never seen someone who got a Two Comma Club award ever make it there on their own. They always had at least some VA's, there's always some other people, some other team members, things like that. Maybe not straight up employees, I don't want to have straight up employees. Not for right now anyway.
I want to help you guys understand that you will need other people on this journey. It is not cool to be a solopreneur.

If you've never hired on someone else, if you've never outsourced some jobs or whatever, I dare you to break that mold because you're never actually going to get there on your own. There's literally just way too much to do. It's the reason why every time I record these podcasts it goes off to an assistant, and she turns it into a blog post, and she syndicates it all over the place. If you want to know more about my podcasting strategy listen to episode 60 and 61, and they will tell you about my content engine and super, super powerful.

You got to understand that you can't do it on your own, don't try to do it on your own, but be a monomaniac over the thing that you're trying to be the best at. Obsess over it, read things about it, you'll be better than everyone else within a couple years, even if you just consume a little bit each day. Obviously if you speed that up timeline shrinks like crazy also, which is I am convinced why it happened for me so quick. Self-driven to just study my face off, and I can feel another big learning loop about to happen for me, which I need, it's good.

I'm in a big application phase right now. I'm just applying all the stuff that I've learned. I'm implementing like crazy and all the stuff that I know, all the things that I've done, all the models that I teach and it's working brilliantly. I mean holy crap, we're doing well, which is very fun. It's exciting, we've worked hard for it.

As far as progression moving forward and as far as scaling, the thing that I know that I'm going to need to do next is I've got to get number one and assistant and number two I've got to get a support person. There is way too many questions coming in, I just cannot handle them. What I'm finding myself doing is working in the business rather than on the business and that's a scary place for me to go for many reasons. I am not good in that area.

My personality is not good in that area, I'm not good at support. People ask questions and I can't blame them. "Hey, I've got a question about this, this, this, this." For me I'm a self-solver, 99% of the time. It's not like I don't ask questions, I ask tons of questions to everybody, you guys know that about me. I ask questions to the cashier, I ask questions to dry cleaner, I ask questions to everyone at all times, I'm learning as much as I can as I go and I love that.

There's also this element of self-solving. No one's going to hold your hand to $1 million, you've got to be able to self-solve, you've got to be able to go and figure out problems on your own, answers on your own. I'm not good at support. As personality goes and even all the tests that I've taken, personality tests, DiSC tests, the 16 personalities test, all of them say you're not going to be good at the support role because I get frustrated too fast.

People are like, "Hey, how do I build a funnel." I'm like click. The add funnel button, it's right there, it says it. You know what I mean? I'm not good at that. My personality's not good at that stuff, so I'm trying to find someone who is good at those things. I'm trying to find somebody who's ... It's been fun.

I've been going through and I've been funnel hacking the Click Funnels hiring funnel. It's the very funnel that I went through to apply to get the job there, and I've been building it out. It's been a bunch of fun and whatever positions I need you just click on which one you're interested in and you can send in your application, there's several things that I have you do. I have you take the DiSC test, I have you take the 16 personalities test, I have you create a video telling me why you should have the job, and uploading it. There's a lot of things that I have you do, which is awesome. I mean it's awesome, it's a fun application process honestly.

Anyway, so this is my extremely soft pitch. If any of you guys are interested go to stevejlarsen.com and at the bottom there it's going to say hiring. You click right there. I mean it says hiring there at the bottom for you. Click right there and it'll show you the positions that I'm looking for. Honestly, right now I'm growing slow as far as personnel goes.

I am very slow to expand right now. I'm nervous to ... How should I say this? Things are so much in the testing phase still. Even though the product's done, even though all the pieces are done, even though the things where they need to be going, now that I have the what of what sells down, I'm just making sure I got the how down. I'm tweaking the funnel like crazy. I'm cleaning up the traffic sources. I am keeping the live funnel but I will probably do a split live and replay option as well, which is kind of cool.

I'll tell you guys more about that in a little bit. I kind of made it up. I haven't built it yet but I know how it's going to work and it's pretty, pretty cool. That'll be a whole separate episode, but anyway, so I need help and I already have an awesome traffic driver, I have a buddy of mine who helps me with ... He sets up all the processes in the back end, so I'm good at building funnels, but I'm not really good at building the business, he is. He's building the business and he's building the processes.

You'd come in and you're going to work with him and he'll help you get integrated in a way that the process is all easy, it's simple, it's fast, and scratches everyone's back...

Once that process is set he goes on to the next thing and he builds that piece. Soon I'm going to have to build a fulfillment machine, however that happens, to ship out the stuff that I'm selling because I do have physical products with the webinar that I'm selling as well. It's kind of a different kind of episode, hopefully it's okay, but that's all I'm doing right now is I am so focused on just the product. I want to build something else so bad but I can't, and so what I'm doing in order to keep the creativity juices going because it's not about stopping your creativity as an entrepreneur in the stage, it's not.

When you have the thing done, when you have the thing that you're selling ready and it's done and you're selling it and it's awesome, the next piece to go get creative on is more ways to get people in.

The next thing to go also do is figure out what you can do inside the business to make it easier and start building up those processes, start building up those internal things you need to so remove you, it's the big domino Tim Farriss was talking about, that's what I'm trying to say. I'm looking at the things that remove me from certain areas. Number one, I have got to have an assistant. It's super honoring you guys, I'm getting asked to speak on tons of podcast shows right now, which is awesome.

I'm getting asked to go talk on tons of events, which is awesome. I'm getting asked to have the relationships over here and remember this little detail about this person over there, and it's good, that's awesome, and I want that stuff, those are important things, they've got to be there but I am just not time wise capable of being able to handle that kind of stuff right now.

I've got to have an assistant, even if it's just a little bit, a couple hours a day, literally to help me organize my life so I can stay in my creative zone in the funnel building world. Then number two I've got to find a support person. Again, even if it's just a couple hours a day just to ... From my standpoint that's the stuff that I'm looking at and I'm excited for those processes to get put in place so that it helps me stay in the creative zone.

How easy is it to get ahold of Russell Brunson? It's not, he's got processes, he's got appropriate walls to protect himself. It's kind of a selfish move, but it's not negatively selfish. It's selfish in that it protects him and lets him stay in the creative zone, that's how he can do so much, that's how he can put so much out is he is always producing.

He's never there as the mechanic trying to fix things in the business. That's what the rest of the business is for, the rest of the personnel, the rest of the people there, the employees. They're there working on those processes, they're there taking and removing him from those things so that his only focus is selling stuff. That's what I'm trying to do. It was fascinating to watch that process in person for that amount of time, it's fascinating, and that's what I'm trying to create and do. I've got this funnel that's killing it and I think it'll make a Two Comma Club award.

I don't want to call my shot here, but I think by the beginning of fall I think it will make $1 million because we haven't really even started promoted very hard yet. We're just tweaking, we're figuring out the traffic sources, we're figuring out all the different pieces and it's been great.

Then as soon as that's up and I feel like it's in a good place where it stands on it's own then I'm going to build another funnel that pays for all the costs of my people that I'm hiring. Does that make sense? Rather than say I can't afford it, I'm asking how can I afford it? I'm like well, there's a really easy spot right over here that I could go sell stuff in that I know everyone wants that would pay for the people that I'm hiring, would pay for the costs of the actual business.

The actual cost of the product for me isn't that high and my customers help pay for it, obviously through the purchase of the product. How do I pay for the actual people? There will be a second funnel that is very little impact on my time but at extremely high value that I know will pay for my people.

That's what I'm looking at right now, and I just want to drop that out to you guys so you guys see kind of what I'm going through as I kind of take a step back and go, "Okay, my average cart value is really high, my costs to acquire is really low. Awesome, great place. The funnel's doing well. Awesome, cool, let's keep that traffic source going, we'll start discovering others. Let's keep over here, let's keep creating relationships over here, we'll do Dream 100 stuff, awesome.

Sales of the product, cool, done. Now let's go look at actual business...

We'll go back over here and we'll figure out the pieces. I have seen so many businesses fail when they build a funnel because they really didn't actually have a business. They just had an idea and a product. The funnel is not the business, the funnel is not the business, the funnel sells stuff.

The business supports what the funnel is selling, that's the relationship there. Three times now, at least, that's the ones I can remember, I have had people calling after we've launched a funnel either personally or with one of Russell's clients. I've had people and businesses and business owners calling begging me to turn off the funnel because it is about to bankrupt their company, or they just can't handle it and their customers are getting mad.

It's exact same thing Trey Lewellen when he sold that many credit card knives and flashlights and survival things that quickly. People are like who's this guys? Did someone just take my money, did they steal from me? He's like no he didn't actually, he had a great product. He just so many sales he could barely handle the volume of sales.

That's what I'm trying to prep myself for is a support person who starts out with just a couple hours, we get the process down, and as we scale we turn up the hours of the support person. Frankly I could use a full-time assistant, but we start with a few hours, we figure out the process, and then we turn it up slowly as things need to be done. I am not a fan of just tossing money in random places with hopes that the money solves the problem. I've never seen that happen so we start slow, exact same thing with all these million dollar funnels that we go launch and put out there guys.

We just start with a little bit of ad spend, test what's happening, test what's going on up there, and then we start turning it up once the results start coming in. Don't think you got to have hundreds or even thousands of dollars to go test your product ideas on paid traffic sources, you don't. It's the same thing with the way you hire, and the way I saw him hire.

He'd vet people out, he'd bring them on in, and then he'd fire them real quick if he needed to, if it really was just not a good fit. It wasn't him doing any of that either, it was Brent, the COO. He literally could stay in the creative producing, selling mode 24/7 which is amazing.

That's all I got for you guys. I know my podcast episodes are a little bit long, going for almost 25 minutes now, but it's because I want to fully dive into the idea and the different applications of it. I hope that makes sense as I do these things, what I'm doing with it. I've got a really cool surprise coming up for everybody as well. Something is in the works. It's probably another six weeks out, but I think you guys are really going to enjoy this. It is a big piece of me. I'm really excited for you guys all to have it. I'll salt the oats there. I'm not going to dive into it now. If you are interested.

If you're like Stephen I would love to work with you please know that there's a lot of people that come to me without me even putting something out there that's like this, and if you're listening to this after the time of me launching it and you're like, "Hey I would love that." Literally you can go to stevejlarsen.com, stevejlarsen.com, the guy that wanted stevelarsen.com wanted $40,000 so I got stevejlarsen.com.

Scroll down to the bottom and it says hiring right there, and you can see the different positions that are open, or if there aren't any at the time that's okay, you can join a list and wait, and be like hey want to be notified next time we have an opening, you really want to get into this. That's my soft pitch, but that's exactly what's going on in the business.

This is me telling you what's going on and also saying if you're open to it I'd love to have you. All right guys, thanks so much. Hopefully you got some stuff out of this and you got some ideas. I'm serious about that, learn to be a monomaniac, learn to say no to things so that you can be a monomaniac, you can obsess, you can be one of the best in the industry, whatever it is that you do, and then understand that you don't ever get there on your own. I'm trying to stay in my obsessive zone by finding help because I need it.

Anyways guys, thanks so much, appreciate it and I will talk to you later.

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

What Dave Woodward taught me in-between stage time...

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

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

All right, all right, all right. I am in the throws of just building like crazy. I'm about to finish my webinar product. I have had, I've had a ton of people come out and say, "Hey, will you build this? Will you build this? Will you build this?" It's so funny you guys. It's been this way every single time I've ever built anything, ever. I remember I was going out, and I can't remember what I was building, it was years ago.

I started noticing this pattern that any time I got ... I started setting this resolve of like, "I'm going to go build this, and I'm going to stay focused, and no one else is going to get distracted." Like, "All right, no one's going to distract me, and I'm only going to do one thing at a time this time." As most entrepreneurs probably go through.

It's every single time I go out and I start having that kind of intent to build something different or put something out there, it's like the world and the market come flying out from the woodwork and just trying to distract me, trying to say, "Hey, well here's an opportunity over here.

Come over here, there's an opportunity here. This piece over here. Don't miss out on this over here." Right? I'm sure you guys have all seen that before. If you haven't, get ready and buckle up, okay? As soon as anyone ...

Here's the funny thing, okay? Most people in life don't really do that much stuff, right? If you're listening to this podcast, right, you're probably one of the other ambitious individuals on the planet.

There's like, newsflash, there's not many of us. I didn't know that, and it's not to put anyone else down, but some people are completely content of doing the same thing over and over again in their life. That's great, good for them. I'm not and you're not either, I'm assuming, right, that's why you're listening to this, okay? I'm not.

For me, I had the hardest time when I was in school knowing what to try and choose to do. I would stand around and go, "Oh my gosh," like I, do I try and go ... My major at BYU-I was actually finance and then I was like, "Maybe I'll do supply chain. Maybe I'll do this over here.

Maybe I'll do ... Gosh, I have no idea, because if I do this, I'm going to get stuck at a desk doing the same thing over and over again. If I do this over here, oh my gosh. Like literally, I'll look at spreadsheets all day long." I was like, "I don't want that."

It's funny, because when I started getting really clear on what it is that I wanted, two things happened, right? The first thing that happened, well first of all, just so you know, I was like, I was in this huge conundrum and suddenly, and finally I had this professor, this teacher, he's kind of one of my, he was a mentor of mine basically. He was a teacher. He and I spent a lot of one-on-one time together actually and he would just teach me stuff.

He was a former CMO of Denny's and of Pizza Hut. I've talked about him before. He was the guy that invented the stuffed crust pizza, and all hail. He would teach me a lot of amazing stuff. One day, he took me aside and he goes, "Look, Stephen, I see that you are like massively torn between what you should do." He's like, "You need to come and you've got ... Come get a marketing degree, man." I was like, "Serious?"

I was like, "I'm not going to lie. I look at the marketing degree as like a cop out." Okay? That was my view of what marketing was at the time, which was so skewed. Like oh my gosh.

In my mind, there's no other skill set that will pay you more than learning how to do sales and marketing but for some ... Like the way it's taught, right? The cultural perceptions of western society look at sales as almost like the people who couldn't get any other career. Like are you kidding me? That's like the most valuable, most important career on the planet. Like without sales, the entire economy dies, newsflash, right?

Like holy smokes. Learning how to be salesman, learning how to market, those are like the most profitable skills you could ever learn, right? Which is amazing, it's just amazing.

Anyway, so I was like, "Okay." He's like, "Come, come and do this thing." Like, "Fine, fine." He goes, "Look, I know you're going to like it because you have to solve a new problem and a new challenge pretty much every day. It changes, you're never doing the same thing over and over again. Even if you have to, it's kind of different, right? It's for different people." I was like, "All right, fine." He goes and he convinces me to get into this. He's like, "Go do marketing," so I get into marketing.

I started studying marketing stuff and I was like, "Oh my gosh, this is amazing. This is super cool." It's always, it's been fascinating to me how much of it has to do with psychology than anything else. Some of you guys might be thinking like, "Steve, are you just realizing this now?" No. I'm not, but I had it reinforced to me again two weeks ago, and I wanted to tell you guys about it. Again, I'm talking about the FHAT event.

This last one was, frankly, like so freaking awesome. I was on point, Russell was on point. Like it was just, my gosh, and it was our last one, which makes me super sad, but I get why. Just logistically, it's a hard thing to pull off, it's three days. We clearly over-deliver on ... I mean, anyway, it takes a lot. It takes a lot to pull them off. I was up there, I was teaching, it was going great, it was awesome.

I love, I love, and I hope you guys understand in the future, I would love to have a coaching program of my own, I would love that.

The reason I'm bringing this up is because one of the things that's such a huge benefit of being attached to a place like ClickFunnels, which I still am, which is great. I'm contracted to run the Two Comma Club coaching program or part of it with them now, which is awesome. I just signed the contract, I'm very excited about. It's a huge deal, very huge deal. I love the mentorship. I love ... I'm scared to death to actually completely remove myself from the marketing nucleus that ClickFunnels is.

Internet marketing status quo as a whole gets created in those rooms, right? It's amazing, it's amazing. Common practice, think about the power of that. It's huge, right? It's like a massive innovation center. I mean, I feel like ClickFunnels is the apple of the Internet marketing world, right?

Just massive innovation on an intense level at all times. It's very, very fun to be part of. Extremely electric environment, right? I loved, loved working there, very sad to not be. You guys know that story though, for a lot of reasons why I'm not now, but I still wanted to be a part of it, so I was super, super thankful when I was asked to be contracted as a Two Comma Club coach there, and still be a part of that a little bit.

I wanted to tell you guys though about an experience that I had that kind of reinforces what I'm saying right now about how much of this has to do with human psychology. Had way more ... Which is funny, because I almost went into psychology. I was like, "Yeah, this is really interesting stuff." I was like, "That's a lot of science terms and I don't really want to learn that stuff." I still am ... The parts that interest me, funny enough, are actually all the things that I still use for marketing messages and storytelling as it is anyway.

Anyway so, gosh, mentorship is such a huge piece of growth to this, I love it. I hope to be able to do that, and a lot of you guys have asked, actually reached out and asked. Probably more of you guys are doing it than you realize, then the rest of you guys realize.

Yes, the answer is yes. I would love, love to be able to mentor and coach and show you guys the very obvious places where you could improve your funnels and things like that. It's all I do anyways. I've been doing it for the last year with hundreds and hundreds of students. We have over 600 students now inside of the Two Comma Club coaching program. I'm on with them every week, pretty much for the most part. Unless I get bronchitis like I did a while ago, it was crazy.

Anyway, so I was on stage and I was teaching, and it was awesome. I noticed that the room was starting to drop in their responsiveness on what I was saying. If you guys have ever taught or ever spoken, you can feel that as the speaker, right? I'm sure you guys have felt that before. You stand up and you starting to deliver, and you can feel the responsiveness.

You can feel how people are with you or not when you're actually speaking, and teaching and do whatever you're doing, selling, okay? Which is one of the major reasons why I tell everyone, "You've got to publish consistently. It would be an amazing teacher for you." Just you, that's like self-teaching. Just you publishing is like self-teaching. An amazing, a very powerful way, right? It's like tailored coaching to yourself, but it's from yourself, which is pretty interesting. You only get that with publishing frequently, right?

Anyway, which is why I'm like, "Oh my gosh. Get good at telling stories. It'll be so ... You'll see the responsiveness." Anyways, I'm on stage, I can tell. The reason why I knew is because they were just getting tired. Okay? They had been there for eight hours the day before and I don't let them take breaks, okay? If they got to get up and go to the bathroom or anything, they get up in the middle and then leave, okay? I don't really ...There's like two breaks the whole time, lunch and kind of dinner, kind of. Okay?

They'd already gone eight hours the day before and we were like six hours into day number two, and there's still like another seven hours to go. We're stopping for dinner, okay? There's been a lot of progress. I'm helping them make their webinar scripts. I'm helping them make the actual funnels.

We're going through and we're teaching storytelling, we're teaching, and we're helping them. They're doing it and we're also coaching them through it on different ways. They're listening to each other being coached and it's a great ... Oh my gosh, huge accelerant, massive catalyst for growth, and so I love that event so much.

They're getting tired and I can tell the responsiveness of the room is beginning to drop. I kind of started making fun of them just a little bit. I know a lot of you guys listen to this podcast, "What's up?" You guys are a great group, love you. Just know from my side, that's what I was seeing though.

I was like, "I know they're getting tired." I was like, "How can I break state? How can I break their state? How can I jar them in a certain way?" I was kind of like jesting, in a playful way, making fun of them like, "Come on. Stick with it here, we got to keep going. This is three days that can set up the next 30 years of your life if you do it right." It's like ...

Anyway, and so we break for dinner, I'm going on in the back. As a speaker, I got to decompress from just this constant ... It's like, let me think. It's like 24 hours of me on stage in three days. It's a lot. Russell told me 90 minutes is the equivalent of an eight hour day, and I'm on there for 24 hours in three days. Like I am wrecked by the end of it, okay? The day after and several days after, it feels like I ran a Sprint triathlon, which I used to do. It's like the same feeling of just exhaustion, but it's super fun. Keeping the energy high is super key with it.

Anyways, I go to the back, I'm decompressing, I grab food, and I was just kind of sitting in the back. One of the brilliant people that I love being around in ClickFunnels walked into the back, and his name is Dave Woodward. He walks into the back, and he sits down next to me, and he's eating food. We're just chatting it up, and he's asking how things are going. He's like, "Hey, you're on your own, this is awesome. What are the issues? What are the cool things?" Back and forth.

Then Dave goes into this brilliant teaching mode. I hope he's okay with me sharing this, but I wrote it down. He goes, "Have you ever heard of the four C animal psychology approach," or whatever. I can't remember what it's called. You guys out there, I'm sure some listeners listening to this probably know what I'm talking about. I was like, "No, I have no idea what you're talking about."

Because what I had just said was, "I can tell that I'm losing some of them. They're getting tired. I want to make sure ... I'm trying to keep them engaged. They have to be engaged mentally in this process for the three days. It's a lot, but they got to stay with it." I was like, "Trying to get ... I can feel ... It's going really well, but I'm killing them a little bit, I'm killing them. I got to resurrect the feeling a little bit. I got to keep them engaged with it. I got to inspire them a little bit."

He goes, "Hey, have you heard of this? It's like the four C animals approach to psychology." I was like, "No." I'm calling it wrong, okay? Whatever it's called, I don't know, okay? He goes, "Okay." He goes, "You and I, we're sharks. Sharks are go-getters. They stop at nothing, okay?" I was like, "Okay. That makes sense." He's like, "Then, there's also dolphins. Dolphins are bubbly. They like being the center of attention a little bit." He's like, "There's always a few people in the room that are really engaging with you the entire time?" I was like, "Yeah."

He's like, "Those guys are totally dolphins, okay? Those are the dolphins. They're very, very friendly, they're open, they're bubbly. They have no problem being engaging and energetic." I was like, "Okay." He goes, "Then, there's whales, okay? A whale is someone who wants to make sure everything is fair, okay? Those are the people in the room who are kind of like your checks and balances system when something ..."

"You say you're going to do something and you forgot to cover that, they'll go back and they're the ones correcting you. They'll make sure everything's fair, everyone's treated fair. That everyone feels validated and everyone feels edified, right?" I was like, "Okay."

Then he goes, "Then the fourth kind though is the sea urchin, okay? The sea urchin are like the accountants. The accountants are sitting back, and they're extremely logical. They're very number driven, they're very process driven."

He goes, he said, "We all have pieces of each one of those in us but there's always a dominant, okay?" He goes, "You're a shark." I said, "Yes." He goes, "You need to understand that people will not ... If they don't have any shark in them, they're not going to respond to your shark-like mentalities. They're not going to respond to yours shark-like communication style." I was like, "Huh, that makes a lot of sense."

He goes, "If you watch the way Russell speaks, and you watch the way Russell goes, he's very brilliant at making sure he communicates to all four of those personality styles, of those learning styles, right? Communication styles in the room. He hits all four of them in the room." I was like, "Huh, that's fascinating."

It was dinner, and we had another five hours to go. I mean, we usually stop that event at 12:30, 1:00, right? Afterwards, after it was over, we all, Russell and I and Dave and Melanie and John, we all just kind of hung out. It was a lot of fun. We just kind of chatted up and caught up for a little bit, because it had been several weeks since I had been there.

Anyway, so but that was fascinating to me though. He goes, "Make sure that ..." He said, "You're doing great. I mean, you're really, really awesome." I was like, "Oh, thanks so much." He goes, "But make sure that when you get back up there, and you are trying to keep them motivated, and you are trying ... That you are talking to sharks, yes.

You are a shark, that's easy for you to do." He said, "Make sure you're talking to the dolphins that are bubbly and energetic." He goes, "You can do that. That's very much your style also."

I was like, "Yeah, I'm definitely energetic." He goes, "Make sure also that you're talking to whales, right? The whale, meaning the personality who wants to make sure that everything's fair. Making sure that there's everyone's nice." He goes ...

Even though I was jesting, making fun of everyone. I was like, "Come on, stick with it. You guys ..." He's like, "That may have been bad," that I was jesting, making fun of them, right? I was like, "Come on, you can do it. Stick with it." I was just trying to keep them motivated but I was like, "Huh, for that personality style, for that communication style, they may not have liked that, and that was a mistake of mine." Right?

"Then for the sea urchin, make sure that you're still going through logical progression, you're still ..." He's like, "Make sure that when it comes down to motivating, when it comes down to communicating, when it comes down to script writing. When it comes down to any communication piece that you're doing whatever you can to communicate ..."

"Because a sea urchin, if that's their preferred style, they like to learn like a sea urchin, right? Not like a shark. You got to speak like a sea urchin, all right? Make sure if the person's, right, dolphin, you got to speak a little bit of dolphin, right?" He's like, "Make sure you're learning each one of those four." That was such a huge lesson. It was such a huge lesson. I was like, "Oh my gosh, that's okay, okay. Awesome, cool."

I went back out and for those of you guys who were there, you might have noticed, I don't know. I was trying to incorporate more of those things throughout, and I did that specifically on the third day. I don't totally know how, but I know that like when people say like, "Oh, when the student's ready the teacher appears." It has everything to do with the student's ability to learn though.

I was like, "No, it does have a lot to do also with the teacher's ability to deliver." Right? I was trying to practice that, and I was trying to get good at that.

Anyway, it was fascinating, so that's what I'm doing. What I'm trying to do is I actually went back to my webinar script that I'm currently running right now, right? My webinar. It's going great, going actually very, very well. It's been fun because I'm trying to incorporate now, I've got the shark piece but I'm trying to incorporate a little bit of dolphin, okay? I've got that pretty naturally also, okay? The whale, right? How can I make sure everyone feels like things are fair?

How can I make sure that there's still logical progression, and the people like to analyze stuff, for sea urchin? You know what I mean? I'm going through, and the actual sales scripts themselves, on the pages, inside the webinar, after the webinar. I'm going through all those things, I'm trying to add those things in. It's gone really, really well. It's actually been really, really cool to go through and do that.

Anyway, guys, that's all I wanted to tell you guys about was try and figure out which one you are, and then learn to speak the other languages, okay? As far as communication skills, communication tactics. If you are a straight up shark, unless you're looking for just straight up sharks also, right, make sure you're speaking other forms of communication as well that people ... It's kind of like the love languages.

These are almost like communication languages. That's how I look at them anyway. I'm probably botching some pieces of it...

I don't know the name of that methodology or whatever it was that he was teaching me, but the lesson, the lesson was powerful for me and I'm like, "Huh." I've always tried to incorporate certain things like that, but I never heard it described that way. I think I was neglecting specifically a certain part, and certain personality and communication style in the room. I didn't know that.

It's not that it wasn't good, not that they weren't getting the stuff also, but I'd be more effective if I was like, "I got to learn these other pieces here." Anyways, that's what I'm doing right now. Trying to go through and toss a few of those, more of those elements in. I am dedicating right now full days to just the actual webinar script. That's how much I'm trying to master and just get it down. Selling once a week right now, and it's the only funnel I'm running.

I got plans for all these other funnels. I got offers for tons of other funnels to go build. I got offers for all the other things, but it doesn't matter right now. Okay? I know I'm literally one funnel away. That's not just a phrase or a saying that's kind of cute, it's a real thing. I know that, and I've seen that, and I'm doing it, and so I'm trying to say no to everything else. Also, with the communication style of, "How can I speak to everyone else's language?" Because we're all different.

Anyway, okay guys. Thanks so much, appreciate it. I hope you guys learned something from that. You can go back and incorporate that into your scripts and your copy and communication styles. I'll talk to you later. Bye.

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

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Here's how the first 30 days of my webinar are going and what I am going to change...

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

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

Alrighty, guys. I am super pumped for this because I'm going to walk through, as I said ... That was about five, six weeks ago, I launched my webinar, and the webinar that I launched out there and put out there has been ... It's been going fantastic, and I wanted to walk through some numbers and some stats. This is a lesson, so this is Sales Funnel Radio, right?

I want to show you guys when you actually launch a funnel, and you guys know my philosophy that, look, you don't need to know everything, and in fact, it's best if you just know the formula for this whole business game to work online, and then all you do is you start your business and product ideas through the formula. While some of them are not going to work, you're just going to go out and you're just going to try it again.

That's totally fine, and if the formula works, you're just trying to find the right idea and market match that actually makes the formula work and blow up really, really well.

So what I want to do is I want to walk through the actual webinar that I launched. Now, the webinar that I've launched has been in the making, the actual planning of it as far as like, "Hey, I'm going to go do this thing," it was in the planning for, I don't know, a year? It did not actually exist until about four days before I actually did it. Does that make sense?

So I went through and day number one ... So this was January 1st. January 1st was a Monday, and on Monday ... and I did it on Thursday. The webinar actually launched on a Thursday, so Monday what I did is I went through and I just created my registration process itself meaning you could go in, you could register for the webinar, there's a confirmation page, a little bit of indoctrination series.

If you don't know what I'm talking about at all, go read the book Expert Secrets..

So I actually made the registration process itself before there was anything else. I didn't even make the script. There was no script. There was hardly any product at all, at all.

Day number two what I did is I went and I started actually making the script, and I didn't finish it at all, but I came up with my three secrets, and I came up with the actual offer itself, the actual stack slide, the actual offer. Then day number three I put a membership area together, put some stuff in there, and then the actual order process so people could buy.

Day number four, I actually did the webinar, and I woke up on the day of the webinar and I got up and I started the actual slides at 8:30 in the morning, and the webinar was at 2:00 pm, and I was just slide creating like an animal, and I was getting all these pieces together, and music was going crazy. That's the secret to good funnels, by the way. It's music and caffeine.

So I was making the funnels, putting all the pieces together, and I get out and the time starts going away and suddenly it's 10:30, and I'm like, "Crap. I just barely started the secrets," and suddenly it's noon, and it's two hours away, and I'm like, "Oh my gosh. I'm only into secret number two here." If you guys know the webinar formula, that means I'm a third the way through, maybe halfway through, maybe. About an hour before the webinar starts, and there's 270 people registered for this one, and I was like, "Oh my gosh. Holy cow. I'm not going to even finish this thing," and I'm going as fast as I possibly can, and I literally finished the slides two minutes before the actual webinar started. That was some stressful crap. I recommend you not doing it that way, but I got it out the door. I just did it. That's the whole point. I just did it.

If you've not launched something and you've been consuming all of my podcasts and you've been reading the books and you've been learning about the methodology and the formulas behind the stuff that we know works and you still haven't launched it, just set a date and just do it. Just do it. Know that it's going to go out kind of broken, and it was for me as well, and I told you in the last episode that it in part it has to do with a lot my storytelling that created an emotional experience for people that allowed them to know that it was going to be a little bit broken and that they were okay with that.

They were fine with that it was a little bit broken out of the box. All right, so anyway, that's huge. That's a massive, massive piece right there.

So anyways, I launched it, and I sold it. So I'm going to go through some numbers here. I want to go through some stats so that you see what I see, so I can show you what I'm seeing and what I'm looking at because I mean even when I worked at ClickFunnels, I was the lead funnel builder. We went through. We were building funnels like crazy. I was cranking out ... I mean, man, my entire almost two years there it was like one extreme deadline after the other.

I mean I felt like I hardly ever got a break. I got a little burnt out, I'm not going to lie. It was a lot, but I was cranking them out on average almost one a day, on the average. It was just like, "Holy smokes." It was a ton of funnels, and love it, enjoyed it, still enjoy it, still doing it, just now for myself.

Anyway, so what I wanted to do though is I wanted to just go through and just show you guys how like, "Okay, look. Here's the standard of after we launch a funnel, any funnel, usually out of the gate it does not do that well. There's some broken pieces with it. We expect that, we know that, and the reason why, here's the reason why.

A lot of what we build, a lot of what we put out there, has to do with what we call an ask campaign. Now you guys have heard this before, I'm sure.

When we were expecting our first girl, our first ... four years ago, over four years ago now. When we were expecting our first little one, we were literally in the delivery room. My wife was getting induced, and I am so sorry to admit this that I did this. This was stupid. I should not have done this, but we had been in that room for hours and hours and hours, and I was like, "Oh." As a man, there's not that much you can do.

My wife's getting ready to deliver our first kid. We're super excited. We've been in there for a while though, and spent the night in there, and it was ... We were just exhausted, and we were just waiting, and we were just waiting for the new one. She wasn't actually in labor yet, but we couldn't go home yet because it was in this weird limbo stage.

At the time, I was listening to a lot of Pat Flynn, Smart Passive Income podcast. It's a great podcast. I went through, I was listening to a lot of them, and that's where I learned about Noah Kagan, and Noah Kagan had this product where if you had any questions you could literally text Noah and he would text you back. So I was sitting in the room, and I was texting Noah Kagan, and I was sitting there in the middle ... and my wife's about to give birth. That was stupid, okay?

I did not earn brownie points for that, but here's what I learned...

I went and I was texting him, and I was like, "Hey, man, I really want to get your course," and I hadn't really figured this game out yet. This was four and a half years ago, and it's crazy she's that old now. That's nuts.

Anyway, so I was texting Noah Kagan, and he goes, "Hey, man. Hey, man, I got this cool idea, and all these people say they really want it, which is really awesome. Do you think I should go build it?" He's like, "That's cool, but frankly, I don't care what people think. I let people vote with their wallets." That's what Noah told me. I was like, "Huh. That's interesting. That's very interesting."

Okay, now take that, follow me real quick. When most of this product is started from an ask campaign, they're not voting with their wallets. They're voting with their opinions. People behave differently when it's actually time to take the wallet out. So here's the whole point. The formula that we teach, the formula that I teach, the formula that we go through sort of like, "Hey, this is how we know big money comes online in this formula. Start with an ask campaign, figure out what people want, and then just deliver it."

There's a whole bunch of stuff in-between that, but that's the premise of it. Figure out what people want, ask them what they want, and then go make it.

The issue that can happen, and the reason why funnels fail out the gate usually on round one, is because we did an ask campaign where there was no money involved. It's just their opinions. People behave differently with what they say versus what they'll actually take their wallet out for.

So we're going out, this very first week, this very first webinar, I went out and I'm building the webinar and I'm putting the stuff together, and I did all these ask campaigns. I did six or seven ask campaigns. Right next to me, there's a whiteboard full, chock-full of false beliefs that I found, and that stemmed my marketing message, the product, the actual offer, all the way I would talk, the way I would put the script together, all of it.

The thing is that there was not  actual wallet involved with that, so I have to take what they said with a little bit of a grain of salt, put it in the formula, and toss it out there with the expectation that now that I'm actually asking for people's money, they will probably behave slightly different than what they told me during the ask campaign because now their money's involved. They're going to vote with their wallets, just like Noah Kagan told me.

So I tossed this stuff out there. I put this stuff out there with the expectation ... and Russell's the exact same way. When we were there all the time, we'd put these things out there knowing that there's a gap between what people say they want versus what they will actually do and get.

There's a gap there, and this formula will close that gap as much as it possibly can, and then when it comes to launch it, you have to see and watch the numbers and see how things behave and then react appropriately. That's why the stuff usually fails out of the gate, but you're very close to profitability on round number one. Does that make sense? I hope that makes sense what I'm saying.

All I'm saying is that there's a gap between what people will say they will do versus what they actually do. "Oh, yeah, I'll do that," versus the people who actually do it. We all know that. I mean take ... It's just barely turned February, right?

New Year's resolutions, we all say, "Oh, yeah. I'm going to do this, I'm going to do this, I'm going to do this," and then when you actually get to the part of execution that can be a little bit different, and it's because of we say we want something versus us actually doing it. It's the same thing. It's because we're stemming the information that we're collecting on those ask campaigns is coming from people saying, "Oh, yeah, I want this and this and this.

This is what I'm really struggling with. Go make the product for this. That'd be great," versus what they actually get their wallet out for. There's a little bit of a gap there.

The formula, the Expert Secrets formula, the Dot Com Secrets formula, all this stuff that closes the gap as much as it possibly can, and then it's your job as the marketer to go look at the numbers and learn how to be a detective and go, "Huh. They all said they wanted this, but the numbers are telling me they want this. Let's go switch this right here." So all I want to do right now is I want to walk through some numbers of my current webinar. Is that cool? even though you're not in front of me. Is that cool? Does this sound awesome?

Can you guys see how this could be helpful to you? You guys seeing how this could be applicable in your own business?

Okay, so let's walk through this though. So I wanted to set that backdrop so you understand what I'm doing and what I'm looking for and why I'm looking for it. It's because of that gap. It's that action gap between what they say and what they'll actually do. So I created this whole thing off of all the stuff that we teach. I used the exact same formula, the exact same process.

We practice what we preach. I practice what I preach...

So I went out and I created this thing with the understanding that it will most likely fail out the gate. Now, it didn't because I've been publishing like crazy on a second podcast. That created a lot of affinity. That created a lot of emotion towards the upcoming product that they all knew that was coming up. I created pressure just like Hollywood would by tossing out a preview six months before a movie gets released. I did that on purpose. It was lot of planning that went into that.

So I want to walk through some numbers, and I want to walk through some numbers week by week just for the first four weeks. We're just going to go through a few different numbers here. I'm going to go through the registration rate and then I'm going to go through actual purchases, and then I want to go through the indoctrination series. As I go through it, what I want you to do is I want you to take note of what it is that you would do. How would you react based on the numbers that I am actually tossing out there. I've never done anything like this before on my show, but I think it's ...

Let me know if you like this, first off, because I want to keep doing this kind of stuff if you guys find it helpful. This game is more about becoming a good detective. It doesn't matter what you think. It matters what the market thinks. It doesn't matter if you like something or don't. It matters if it sells.

It doesn't matter. It's your job to just use the formula, plug a whole bunch of different ideas through, one of them pops and explodes and now you're just a detective tweaking things based on how the market reacts to it. That's it. That's it.

That sounds crazy, but if you realize that's really all it is, simplify it in your brain and just go master the process and master the formulas? Oh my gosh, guys, the game is not that crazy hard.

I just talked about in the last podcast how you really don't even need to be that amazing at sales copy if you're a good storyteller, so start practicing stories and start learning the formula.

Anyways, let's dive through these numbers here. So what I want to do is I want to go through and I want to toss out just some numbers, some stuff that I've been going through right now, and so I'm going to go week by week by weeks, so through four weeks of the different numbers, and I'm excited to show you. I know what my issues are.

I know exactly the problems. The market has spoken. I know exactly what the issues are, and I'm excited to go through and keep fixing them. So this is it then, okay?

So week number one I had 469 people hit my registration page, and instead of doing it this way, because it's going to be hard to listen to for me anyways, I'm just going to talk about percentages. I had a 60% opt-in rate.

That's insane, and the reason it was so big is because I was promoting to my hot list. I was promoting to my hot list. The people that were on my following, the people that were waiting and begging, they're watching the quote, unquote movie previews, they're listening to my other show. I was priming the market, letting them know it's coming up. So I had almost a 61% opt-in rate, which is on my registration page, which is pretty freaking awesome.

As I moved down though ... So there was 37 purchases, so we made 37 grand. The way it worked out is I think it was 21,00 in sales on the webinar, and then I did another 17,000 on the follow-up sequence, which is awesome. So cool. Holy crap, that's like we did $37,000 or whatever the math is on that. $37,000 on the first week, with no ad spend, just straight to my actual not list.

Now, understand that's going to skew the numbers a little bit. I did not promote to my hot list again after that. It was all about cold ads, cold traffic after that. Not cold, but warm. I don't care about cold traffic for a long time.

So that's $37,000 in sales, which is awesome. Now here's what's interesting. Before we move on past that, the actual registration page, 61% opt-in rate. That's 286 people who registered for the webinar. Unfortunately, it is very standard in the webinar space for only 15 to 20% of the people to actually even show up. If you're getting that, that's pretty standard.

It sucks, but it's standard. It means you're not failing. Of the people who show up and who start watching the actual pitch, they stay on long enough to watch the pitch.

If you're closing at 5%, yes, 5%, it's usually a six-figure webinar within a year if you're doing it every single week. If you're closing at 10%, that's a million dollars usually within a year. 15%? That's very, very good. So my webinar right now is closing, on average, anywhere from 10 to 12%, sometimes 15 with the follow-up sequence, but it's doing really, really well. I've nailed the offer, I've nailed the story, and it's going awesome.

So what's interesting about this is so that week number one, 200 people registered, 280 people. Only 40 of them went through my actual indoctrination series. 40 of 280. What is that? That's 40 ... It's only 13%.

Now, that's through email. 13% meaning 13% click-through rate of all the emails that I sent. That's unfortunately also pretty standard. I mean that sucks though. Oh my gosh. It's terrible. I don't like that that's normal. I don't like that that's standard, so I'm trying to figure out the next piece on that.

So let me compare week number one with the following ... I'm just going to compare with the next three weeks, basically, instead of going week by week by week by week. Okay, so that last was hot traffic. That last was very hot traffic. That was my hot list. The next three weeks I'm talking about here is weeks two, three, and four, and it's to cold traffic ... Not cold, but Facebook ads.

We're running Facebook ads. On average, we're spending about five to six dollars per registrant for a Facebook ad. That's how much you're spending to get someone to register, which is, again, pretty standard. It's pretty awesome. I would love it to be obviously very, very low, but anyway.

So three total weeks together, 612 people registered. Of the 612, again, only 39 people actually went through and opened up my indoctrination series. So I will tell you, looking at the numbers, that is the place that is sucking it up the most. I've got to get people indoctrinated. I've got to get people consuming stories before they get on the webinar.

That is one of the keys and secrets to the perfect webinar. You've got to try and get the sold before the webinar starts. That's one of the big old keys of this whole thing. So I'm going through ... Oh, I mean, gosh, that sucks. 39 people of 600 are actually going through and looking through my indoctrination series? That ... Ugh.

So my biggest thing that I'm focusing on right now is my show-up rate. That's all I'm trying to get to. I'll go through some more numbers in a second here, but the two things, as I go through this ... and keep that in mind as I go through these numbers. I'm being a detective, and the market is telling me to focus on really two things. Oh no, it's three things.

There's three things I'm trying to fix. Increase my show-up rate, which my show-up rate is pretty standard, but I don't like that, so I'm going to try and ... I've got a few ideas of how I'm going to blow it up.

There's some Facebook Messenger bots and stuff like that that we're going to be using. It will still be the same indoctrination series, but we're just going to deliver it over Facebook Messenger because I think a lot of my audience is there rather than their email all the time, so I'm just going to go where they are, and I'm going to follow them.

So I'm going to try and increase my show-up rate. The second thing I'm going to try that I'm going for here, I'm almost done actually building the product. Yes, I just said that. So I've been selling it without it actually being done, which is awesome because it means that the market is creating it with me, which makes the product way less risky for me to actually go create.

It makes it way less risky for me to actually go be successful with this because they're making it with me. The market is telling me what to do. I went through and I talked about that a few episodes ago. New markets must be discovered with the inventor and customer at the exact same time. It's the nature of a new opportunity. Anyway.

Okay, so number one, I'm trying to increase the show-up rate. Number two, I'm trying to increase ... Weirdly enough, weirdly enough, I actually ... I'll more than break even on my ad costs on the webinar, but the majority of my sales come in my follow-up sequence, almost all of them. For example, there was a webinar we did. We spent $500 in ads, and I'm just keeping things low right now, just so you guys know.

In total, my webinar has done about $80,000 in the first month, which is awesome, which is way awesome. $80,000. 37 of that was hot traffic. Anyway. I hope I'm not diving too much into numbers here and it's getting hard to listen to and follow. So let me finish just this idea, okay?

So I'm working on my actual show-up rate. Number two, I'm working on my actual ... When I say, "Hey, here's the URL. Go and buy," I'm trying to make more of a table rush so that the amount of sales I'm getting in the backend is also how many I'm getting when the actual webinar happens. Does that make sense?

Because as soon as I say, "Hey, go buy, everybody. Go buy," there's a few sales that come in, but then there's a bunch that come in during the follow-up series. I'm like, "What is going on?" Weird. Super weird. It was super weird.

All right, and then the third thing I'm trying to focus on is the actual follow-up sequence itself, and I want to make my scarcity and urgency sequence stronger, and I think I know how I'm going to do it. There's a few different places I'm going to go tweak and make better. Some of it has to do with my actual stack, but most of it has to do with how I'm doing the actual scarcity and urgency follow-up sequence because people are knocking down my doors trying to buy it still, and I'm like, "Hey, you got to get on the webinar."

I know they want it, and I've had to say no to a lot of people on stuff to ...

Anyway, so that's what I'm trying to let you guys know is that me looking at these numbers is what tells me what to focus on next. It's not up to me, which is so nice. It's not up to you and your own business. After you just get the thing off the ground, just launch. If you haven't actually put the product out there, just launch, and then it's all about you being a good detective. It's about you looking at the numbers and going, "Huh. That's fascinating."

So in total we only spent $3,000 in ads on the first month because we were just testing where the buyers are. That's it. We're just testing, and at $3,000 in ad spend on the first month and we brought in 40-something thousand in revenue from that. I mean some of that was probably some hot traffic too, but trackable, from Facebook ads itself. We're still 10xing our money right now.

So while we're figuring out where those places are, I'm finishing the product, we're getting stuff out the ground, but then this week, for me, the whole thing should be completely done, which is awesome, and then I'm just turning up the juice. I'm going nuts. I'm turning it up like crazy, and it's going awesome. People are loving the product.

We're having successes from it already, which has been great. People are using ... Anyway. It's just been awesome. I've actually had a lot of you guys go buy it. Not a lot, but I've had some of you guys go buy it from this audience because you guys are just funnel hacking me, which is honoring. That's awesome, but anyway.

So one of the things I did, I also then want to just point out here. I don't know if you guys are running webinars. I encourage you to. If you have nothing out there, I encourage you to actually the Expert Secrets model, figure out how you can package up whatever it is that you're good at, and go find an audience that you're a little better at what you're trying to sell, and they'll buy it from you.

It's one of the fastest ones to make a good chunk of change...

So one of the things that I did on week two that really helped is I went and I added the option to buy through PayPal, and so if you go to my order page right now, which I'm not going to tell you guys what it is because I don't want you to ...

I want to see what my stats are still, but if you go to my order page, you can click a button and buy through credit card or you can click another button and buy through PayPal, and it still does the exact same things as what it would happen is if you bought through Stripe or something like that. It's super cool. Found this cool little piece of code, and just dropped it in, and now I can do the whole thing with PayPal also, which is awesome.

Funny enough, I get about 30% of my sales is actually through that PayPal option now. 30%. That's big. I mean that's huge. 30%. 37,000 at the beginning was through hot audience, subtract it from 80,000. Means we got ... Yeah, that's about right. About $43,000 has come in from the ads and we're spending $3,000, and about 30% of that 43,000 ... Yeah, yeah, about 12,000 has come through the PayPal option.

Yeah, anyway, super, super awesome. Really, really love that. I'm going to go keep putting that in in pretty much every funnel I make now, that PayPal option, so that they can do either or. It's getting the technology's figuring out how to do this stuff with multiple pay options now inside the same funnel, which is awesome.

So anyway, hey, guys, I hope that made sense. I realize I got a little bit techno-babbly with that, but I just hope it makes sense what I'm trying to say is just watch the numbers, you guys. It's all about figuring out what the numbers are. I just finished reading the first section of Ready, Fire, Aim. That's what it talks about. It's like, "Hey, look." You've got to know what your numbers are. You have to know what they are. From cold ads right now, I have $7.07 earnings per click. Seven bucks. That's huge. That's amazing.

That's excluding my hot audience promotion that I did. I don't promote to them anymore. I'm not going to keep pounding them. I'll come back and probably promote it again once a quarter, once every six months, but that's about it.

The rest of it now is I'm going through it and I'm running ads, and then I'm also doing Dream 100 stuff, and I've been shipping packages to a whole bunch of big people, and they're wanting to promote, which is great, and I've had a total of I think of about seven MLM owners asking for this product for their entire company. It's good. I know it's good. There's nothing else out there that's like this, so anyway.

Hopefully that was helpful for me to go through some of these numbers here, and I hope you guys understand what I'm trying to do and what I'm looking at. It's very, very key to understand what that is. It should be relieving to understand that really it's not in your hands.

It does not matter what you think. You don't have to worry about all this stuff sometimes that I see a lot of people worrying about. Most of the time, just put it out there and see how people respond, and if you're like, "I wouldn't buy this," it doesn't matter. You're not the one buying it anyway, so who cares what you think. Just put it out there, see what happens, be a good detective, and work backwards.

So for me, I'm looking at this, and I'm like, "Man, yep, all my numbers are right within industry standards as far as a good webinar goes. Everything's awesome. Cool. Awesome. Built it from scratch just a few weeks ago, which is great. About to fix it and finish up, but man, look at this. I got to fix my show-up rate.

You know what? I got to increase more of the drive so people go buy as soon as the webinar is over. I mean my follow-up series is going amazing, but how can I tweak that and make that even better? Oh, how can I ... ?" It turns into this game. It's the reason why we say, "Don't automate it for a while." Don't automate it for a while, so that you can tweak, so you can go back and forth like, "Oh, man, I changed so much stuff."

I had a webinar that I did. It was two or three weeks ago. It had only a 6% conversion rate, and I was devastated, but my follow-up series brought in another 7,000 in sales. I was like, "Holy crap." So I was like, "Okay, well that series is working well, the follow-up series, but what about on the webinar?"

So I'm going through and I'm adding in all these pieces. I'm going through. I'm about to go download all the transcripts of all the chats, see what all the questions were, what all the objections were, and then I start incorporating and infusing those and lacing them in through the script to make it better and better and better and better and better until finally I know I'll get to a spot where I automate it, but it's not for a while, and I don't care. I'm not trying to have it happen for a while.

Anyway. I hope that makes sense what I'm saying.

This is a fun game. I don't recommend you go do it totally cold and outright if you still have a 9:00 to 5:00 job, and you've never done it before. Build it up on the side. That's exactly what I did, and all I did was document me. I just documented the journey of me creating the thing along the whole way, and it made it super, super profitable, super easy. It made it super safe and secure because I knew there was an audience waiting for it, and that's what made it release and go out.

So next phases for me, what I'm doing is I don't want to take any profit from this so far. I want to live completely off of other areas, so I'm turning on other funnels. I'm putting other things out there where all my living expenses are taken care of, and I can let the money that's coming in off of this webinar fuel more ad spend so I can just explode the thing and blow it up.

We're just testing with real small amounts right now, really small little pieces of cash all over the place, and by doing that, we're not actually spending that much money in ad spend. $3,000? That's it in ad spend to get that kind of revenue? Holy crap.

If I was to give you $42,000, would you give me $3,000 back? Yeah, of course, but we're keeping it really, really small, and we're starting to find where those pockets are, and now it's all about figuring out these different places and pieces that are going to make the numbers better, but anyways, it's been a ton of fun. I've really, really enjoyed it. I love what I do, and anyway.

Webinars are just so awesome. There is such beauty to selling stuff that's more high-ticket. Too many times I see people selling stuff for super cheap because they're afraid to charge that much money. You're not the one putting up the money anyway. It does not matter. Just figure out how to charge more and then justify for it. Anyway.

All right, guys. Hopefully it was helpful. I know it was a lot of numbers. It was a bit of a techno-babble as well, but I hope you see the process that I'm going through, and I hope that you mirror it. Guess what I'm doing? I'm documenting my journey. That's it, but the next places I'm going to go figure out and next pieces I'm putting on is I'm tweaking a lot of the script, show-up rates, all that other stuff.

So I'm going through and I'm funnel hacking some of the top webinars in the internet in general right now, watching their webinars, and watching what closes they have, and watching the things they put in there, and watching ... because I know my actual offer itself does well. It converts well.

I want to turn up the sexy on that just a little bit, but I know the offer is not actually the big issue right now. It's what can I do for more scarcity and urgency? How can I lace in more of this? You know what I mean?

Anyway, that's what I'm doing right now, so I'm going, I'm funnel hacking the greats. I'm going, I'm seeing what they're doing. I'm putting those things in and it's the very process that I preach, and I hope you guys can see that and just get it out. Just put it out there, whatever it is that you're doing, and just get it out. So anyways, guys, hopefully it was helpful, those current stats.

I'll probably, whenever there's something significant for me to update as well, I'll probably let you guys know what's happening again, but that's an accounting for month one, January, and you guys all know my goal for this year is a million dollars, and I'm on track for it.

A million dollars is what, 82 grand a month? We did $80,000 and then I sold a lot of other stuff in other places, so we're actually right on track, and we're just in the testing phases, so I hope, I think that it will happen faster than the end of the year, and I think it will, but ...

Russell was telling everyone that he thinks it'll happen by summer. That puts some serious pressure. It's like, "Whoa, I didn't know you were going to give that kind of prediction there. Okay. How can we turn up the juice if that's what you're guessing? Okay. All right." That's some good pressure there. All right, guys. Talk to you later. Bye.

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

There ONE skill that protects me against any mishap as I launch funnels...

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

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

And we're about to cross 100,000 downloads. I am going to remake an intro. I have loved the intro that I have, but it's time to switch it up. After 100 episodes, what, it's like 120 episodes now almost and almost 100,000 downloads. To celebrate that I'll probably toss it out there. Hey, so I was on stage, I was teaching the Fat Event. It's been super busy, I'm sorry I've not done a podcast here in a little while. Funny story though.

I was on stage and I get excited, which I know is hard to imagine. I get excited in general. But I was on stage and it was the second day. It was lie one o'clock. One o'clock, two o'clock in the afternoon. And the second day's a long day. For me it's 12 hours on stage at least. Anywhere from 12 to 15 hours, and then Russell will come on as well.

And I was just wrecked...

Anyway, it's a lot of fun though. I mean I absolutely love it. I enjoy it like crazy. So I was on stage, and I was jumping around. I was getting ... I can't remember what I was teaching about.

But I ... The pants that I was wearing. You guys will like this story. The pants that I was wearing were a little bit more like loose fitting. And I was like ... We were jumping around, and I was teaching ... I can't remember what I was teaching. I think I was teaching about like storytelling or something like that. I think I was talking about energy. Why it matters. Anyway, I can't totally remember it was. But basically I jumped and no one else knew, but when I came back down I totally ripped by pants.

Like right up my butt cheek. And nobody knew.

And so ... And I didn't know how bad the rip was. And so I'm like jumping around on ... "Hey." Like I have no idea what's going on. I just know it's getting drafty back there. And I was like, "What the heck?" Like I've never had this happen in my life ever. And so I ... So there was a whiteboard there, and I write whiteboards a lot.

I draw on them a lot to illustrate certain principles and stuff. But I wouldn't turn my back and actually write on the whiteboard in front of me because I didn't know how bad it was. I didn't know how bad it was. So eventually after while I was leaning around the white board writing down.

Anyway. And I ... In my mind I was laughing. I was like, "I'm literally going to podcast about this." So this is me doing that. And I decided I would called a break.

I was like, "All right. I'm going to call break." And uncouthly remove myself from the room. And so I remove myself from the room and I grab my friend Miles who's also ... He's into ClickFunnels. Employee there.

He works at ClickFunnels. He's the DJ basically. Runs all the sound and lights and all that stuff for me while I'm doing those things. And I was like, "Hey man. I need you to be a bro and look at my butt." And he's like, "What?" I was like, "I freaking ripped my pants dude."

And so we're hiding in a corner and he looks at my butt and he's like, "Dude, as long as you stand perfectly straight, your shirttail covers it. It's not even a big deal." And I was like, "Okay." So for the next five hours I had the most perfect, unnaturally amazing posture that I have ever had in my entire life.

And anyway, no one was the wiser until the next day I told literally everyone that story while I was up there.

And I know that some people might think that that's weird, but it's to illustrate a point. Okay. It's to illustrate a point. Whatever weird thing's going in your life, whatever it is that's going on, whatever it is that's happening to you, that develops your attractive character when you start to share those things. Right? I know now not to wear slightly baggy jeans while I'm on stage jumping around. Okay? Who would've known?

I'll make that secret 12 in like some stage presenting workshop coming up, or I don't know. Just kidding. But anyway. But it's true though, okay. It's all about ... You guys got to understand this, okay? When it comes to your attractive character, and new opportunities. New opportunities you compete by being brand new. Right? All right. Your attractive character though is also something to be treated not as brand new, but as different.

Let me explain what I mean, okay? In creating new opportunities your business should be a new opportunity. Your business is a new opportunity. The product itself is a new opportunity to somebody else. And if you've never ... If this is a brand new concept to you, you should probably go back a few episodes and start listening right? Right. It's a pretty standard idea now to find something that's a brand new product. Brand new idea.

Your attractive character though also needs to make some kind of evolvement. Okay? When I was in college I wrote this ebook. It was before I ever read dotcom secrets. I didn't even know who Russell was I think. Wait, I'm thinking timeline. Yeah. I had no idea ... I didn't even know he existed. Okay.

And I wrote this ebook, and what I did is I talked about this concept called product big bang theory where most of the time people go out and they say, "Hey come up with something that's totally brand new. Something that's completely out of the box."

I call it product big bang theory. Meaning it just popped out of nowhere. "Ah this is something brand new. It's not stemming from anything else." And product big bang theory is an issue, okay? It's scary. It's freaky. It's risky. It's one of the most risky product strategies you could ever have.

Instead I called it product evolution. I never actually released that ebook. I probably should. It was good...

And so when I saw Russell's book about dotcom secrets, about first funnel hacking what's going on I was like, "Oh. Product evolution." Right? I'm taking what already exists and I'm making it new but I'm stemming it from something that already exists. Right? It's the same thing with like ... So when it comes to products that works really really well.

When it comes to your attractive character thought, you can't really stem from another individual.

I can't really say ... Why? Why why? Because you need to ... You can't compete on something like a strength. If you compete on things like strength, it's like the scariest thing to do also as far as your attractive character goes. So just follow me here real quick. Okay? I know this is ... I'm getting kind of ... Just follow me for a second. Okay? When it comes to products, you're trying to create a new opportunity but stemming from something that's already successful. Right?

It's a combination between funnel hacking and creating a new opportunity. It's a combination between those two. You don't just funnel hack. And you just don't create a new opportunity. You combine them. You do them in tandem. Right? That's like one of the most secure easy ways to actually create a new opportunity for yourself. I'm sorry, a successful business. A successful product.

One that is slightly disruptive in nature and creates a mass movement. That's one of the easiest ways. First funnel hack, second create a new opportunity from what you funnel hacked. Not something that totally never existed before. That's scary. Okay?

When it comes to your attractive character though, there is always somebody who will be faster, better, stronger, better looking, whatever it is. Right? So you don't compete on those things. Instead, you compete on your differences. There's only one you. There's only one me, and it's very easy for me to stand out when I stopped competing on strengths. Okay. When it came to my attractive character I'm talking about. Just my own ... The way I deliver. The way I talk. My stories. My personas. What I put out into the world. Out into the marketplace as far as my character goes, my brand.

There will always be someone faster, better, stronger, better-looking, er, er, er, er. Right? ER, ER, ER, ER. All over the place, right? That's a scary place to go. It's a scary place to be. Right? So I don't compete on strengths. And I don't compete on weaknesses.

I'm not trying to, "Well, no I'm worse than you. I'm worse ..." I'm not trying to compete on weaknesses. But what I am trying to do, is I'm trying to compete on my differences. Okay? It's a different way to think about it. It's a ... I don't know if it's a ... Hopefully it's making sense what I'm talking about, okay?

Because I talked about this a lot at this last Fat event that your character development is ... It's paramount to how your business runs. Okay? The way your product sells, the longevity of it, followup sales. Not just the initial, but repeat buys, a lot of that starts to depend now on your attractive character. You can get a lot of people to buy something from you once, but to get repeat buyers, there's got to be something attractive about your business, about yourself. Right?

And I don't want my attractiveness to be based on strengths otherwise what ends up happening is I link myself and I compare myself to the ideals of pop culture. That's scary, okay? Because pop culture changes momently. Not even daily or hourly. It changes momently. Right?

And so what I'm trying to say here with this whole attractive character thing ... I wasn't even planning on talking about this in this one. But I'm just kind of on a roll with it. Stop hiding what's different about you. If you don't normally wear a shirt and tie, do not put one on to go put a picture of yourself on the internet. Right? I made that mistake. If you go to Sales Funnel Broker right now ... So I'm going to go change Sales Funnel Broker like crazy. Right?

I love ... To be honest, I like wearing suits and ties. Okay. But it's not the norm. Man, I wear that maybe once very few months. Right? I'll wear a tie for church on Sundays. Right? But not a suit. And I'm wearing a full out suit in that picture. I don't like that. I should not have done that.

That was not ... That's what I'm trying to tell you guys. Whatever it is that you ... That's why I tell you guys random stuff like, there is literally ... You guys know I'm really into air soft. It's like paintball. Right? There's a sniper rifle right next to me that I just barely finished rebuilding. Tons of fun. I love that stuff. Right?

Why do I talk about random things like that? "Steven what does that have to do with internet marketing?" It has everything to do with internet marketing. Has everything to do with your character.

Has everything to do with why people will be attracted to you...

Why would I tell a story about me ripping my pants down my butt cheek? Right? It's not just to tell the story. Is it funny? Yes it is very funny. And I was laughing about it ... I wasn't going to say anything. Well I didn't know how bad it was, but I told them all later. Be willing to expose yourself. Okay? Be willing to expose your character flaws. Talk about the things that you're not good at. It's not about ... I'm not trying to say, "Oh look at me. I'm terrible. I'm a Debbie downer."

That's not what I'm saying at all. What I'm saying is don't be afraid when the story helps whatever you're doing. Do not be afraid to use a story even though it will appear to you to be a little bit to your detriment. It's not true. That's what I'm trying to say. It's not true. That's not how it actually works. Okay?

It's so funny. You will become human. You will become human to your audience. You will become human to those who are following you when you are willing to let other sin. And for a lot of entrepreneurs what I've noticed is they ... One sale, that's not super hard. Right? You could build a webinar funnel, tripwire funnel, any funnel, but the followup sales.

A lot of that starts to depend now your actual brand. I don't care about brand on the first sale at all. Okay. I really don't. I don't even take time to sit down and start thinking about brand. I build it as I go. It's not something that I ever had to sit down and start thinking about. The way I guess build my brand as I go, I tell stories. Right? When I'm the brand. When you are the brand. And even if you are not the brand. Your company still has stories.

Your company still has an origin story even if you don't have a specific face for it...

But anyway. That's all I was trying to tell you guys. Don't be afraid of telling stories about whatever it is that's going on about in your life. And so here's some things that's been going on right now. I think the next episode I'm going to do I'm going to walk through some webinar stats.

You guys know that I've been on my own now for about five weeks, totally solo. Self-employed. Had a lot of fun with it. It's been a whirlwind. I want to walk through some stats. I'll probably do it in the next episode because it'll be a little bit long.

But I want to walk through a few specific things with you. But as far as ... Like that's the business. But for my own personal stuff, how I've been handling it, it's pretty interesting. This is how it worked out. Week number one, like sickening anxiety. Like, "Holy crap. Why did I do this?"

Do you know what I mean? And anything ... A lot of things amazing in my life. I've had those feelings as I'm pulling the trigger. Right? Like, "Oh my gosh. Am I sure I want to do this?" You know? And I get that. And I get that. A lot of people get. Week two for me, I was excited. I had the first big successes. Week three and four for me I was gone a lot because I was traveling and speaking like crazy in three different events.

And week four was kind of a cleanup week fulfilling of things I sold in the previous weeks. And it's been kind of this whirlwind up and down, up and down, up and down. Right? Where I'm like, "Yeah this is working, oh my gosh." And then I go back, "And oh crap. So many things wrong with what I've launched so far." I'm going back and I'm fixing it. And I'm wrong, but you know things I want to optimize, and change and approve.

And just know that like your personal development is as much a part of the business as the business itself.

That's what I'm trying to say. That's the whole thing I'm trying to say with it. And being scared to share the stories of things you're going through at a personal level is not helping your business. It will actually hurt your business. It will help you tremendously. It will help get a following around you. So this is what I would do. I would sit down ... This is actually what I do. Behind me right now there is a whiteboard and it is chock full of storylines. Of things that are going on in my life that I can talk about okay?

And the longer I've podcasted, the longer I've done anything in internet marketing, the longer I've done anything kind of thing in this game, the more I've realized how much this whole thing is about storytelling. All of it is storytelling. Every funnel is it's own story. The link between the funnels is a story. How I got into it, is a story. It's all storytelling. If there's one thing that you can get good at, it's storytelling. Okay?

You can screw up 90% of your funnels, right? And be good at storytelling and they'll still work out just fine. Right? Why? I'm not making that up, okay? I've seen a lot of people with their funnels look like straight up trash, but that's fine. They sell like hotcakes because they're good at the story part. And that's the reality of it. It's not so much what the funnel looks like, it's can you evoke emotion in those who are coming to your pages?

Can you evoke over your business? Can you evoke emotion? If you're just another faceless corporation and literally your entire company is represented in a single logo, people are not in love with you. They might be in love with some outcomes that you get. But then if another person comes along and can beat you out, they'll start comparing you on features rather than emotions. Okay? That's super important what I just said.

If you want to be compared by features, don't tell stories. Right? And what I'm saying is someone will always be better, faster, stronger, right? And you might be number one. That's great. That's awesome. But man you will fight tooth and nail to stay there which is great. And you know I'm fighting tooth and nail to try and be one of the best funnel builders in the world. And that's what I'm doing. And I have tons people asking me to build their funnels, and I cannot accept them.

Way too much going on. But I ... That's the whole reason for it. Get good at telling stories and you'll have to sell hard ... You'll have to sell hard less. Get good at marketing, and it negates some of the need for hard sales. Get good at telling stories and you're not going to have to compete on features. Right? Because there's an emotion behind it. You know what's interesting is as I was launching this webinar, and I'll end it here. As I was launching this webinar, there were ... The very first week there was a whole bunch of issues with it.

I mean there's tons of issues with it. I knew that. And my customers knew that. And they were willing to stick through some of the weird things. Some of the tech issues I hadn't figured out yet, or just hadn't put any attention to yet. They were willing to stick through that stuff because of the emotional connection they have felt with me through these podcasts. Right?

I'm still on an MLM product and it's doing really well. And I've got a whole separate MLM show and because I have created that connection with those people, I hardly had to sell them very hard at all. Right? Hardly at all. And the weird stuff, that's the whole point of it. Guys, I just had my router, or modem get moved up into my actual office here where my computer is because my speed was slowing down. You know my router was ... They just barely left actually.

My speed was slowing down because it was in the other room, another floor actually. And so it was cutting my upload and download speed in half, and I was frustrated. I'm not going to lie. And I was super frustrated.

And when I called them, this lady just chummed it up and chatted with me and talked about where I was from, and the people that showed up on the doorstep, they came and they ... When they switched on the stuff they were awesome. And it wasn't just about the business. They took the time to treat me like a human being. Like a person. Like someone they would want to actually talk with. And it was noticeable to me. And I've actually sat and reflected on it here earlier this morning. And it was like, huh. You know what?

I was actually totally fine, and I was more understanding because of the stories that they brought me through. Both my own, and their personal ones back and forth and that's what brought the connection. That's what brought the emotion. And I was willing to actually put up with some stuff that was a little bit weird, that frankly if I didn't want to put up with, maybe I wouldn't have needed to. Right?

But I did put up with it, and now that everything's fixed it's fine. It's great. Everything's awesome. It's fast. The internet's great. But it's because of the stories, and because of the emotional connection. And if people are continually bombarding you with these features like, "Well this is faster. This is better.

This is ... What about this? Can I get a cutdown here?" It's because they have no connection with you. Start telling your stories. Don't be afraid to talk about your pants ripping. Or don't be afraid to talk about the way you got into this. Just publish. This whole funnel game guys. All of it.

That's what I'm trying to say. Anyway. I feel like I'm saying the same thing over and over again. But you can screw up on your funnels in a major way, and be good at publishing and storytelling and you'll still do great. Okay?

That's like being insanely ... That's what funnel is. It's a story. It's a progression. Sometimes people have great conversions on their pages, and I start to looking at them and it's like, "Well it's because you're just talking to me like I might be a potential sale. You're not actually talking to me like a human being.

What's the story here? What's the hook?" Okay, that's another word for it. "What's the hook throughout the whole thing?" The hook of the headline, the hook of the sales copy. Anyway. Anyway, that's what I'm trying to say.

You guys, I hope that makes sense. And what I would do as far as an actionable thing from this episode. I would sit down, and I've got an actual whiteboard right back there, and I just put down storylines of all the things that are going on in my life. And when I'm like, "Ah, you know I kind of want to put a new podcast out there. And there's this principle I want to describe.

Cool, what story can I wrap it in?" Right? Get good at story telling. Get good at that piece. And what I would do is if you're like, "Hey Steven, I really want to start publishing," I would seriously challenge that and invite you to reconsider. But if you're like, "Hey I really got a ... I want to practice. I don't feel like I'm good enough at this yet," just start I mean ... Start telling other people's stories, okay?

My dad is actually super good at this. So as a kid, he would just tell us random stories all the time. I didn't realize this until literally right now. And he would just tell us stories all the time.

And he would make them up right off the top of his head, and they were completely imaginary. But he helped me get good at storytelling because of how he would do it all the time. And then it would be our turn to tell a story. And he came over ... He was over here like a week ago, and I noticed he was doing it with my kids. And I was like, "Huh." I don't think he realized what he was doing with me when he did that.

But he lays down on the floor with them, and they're all just kind of looking at the ceiling and he just starts telling a story.

And seriously it'll be about my two girls and a make believe kitty. And they go on an adventure. And there is conflict. And there's resolution. And it's literally, it's an epiphany rich story. I don't think he realized that that's what he was doing.

But that is it. Okay. And then at the end, he'll ask my little girls to start telling a story. And they're four and two. Right? And they're practicing ... And of course the plot and the conflict, and the characters, and all that's not that amazing. Of course it's not. That's totally fine. It's just getting in the habit of it.

Coming up with the imagination piece of it is huge. If I was to go back to school, which I seriously doubt I'll ever do that. But if I was to do that whole piece over again, I would focus on storytelling. I would focus on debate. I'd focus on design. Right? I'd probably get the marketing degree again because I did learn some great things from there.

But that would be where the focus is. It's the ability to create. There's a book sitting right next to me, it's called A Whole New Mind. I recommend it to everybody. It's absolutely amazing. It's a book, it's by Daniel Pink. The subtext is Why Right Brain Thinkers Will Rule the Future.

And the context of the entire book, and the premise of the book is that, look, especially in Western culture, are you farming right now by necessity? No. Are you sewing your own clothes? No. Are you building a dam to create electricity? No.

Okay, the majority of the  basics for life are here. Right? You have to actually work to die of poverty in this country. Right? You do. In almost every country now there's welfare programs. It would be hard. You literally would have to do nothing. Okay? To try and make sure that you would die by starvation. Right? There's programs. It's hard to fail. Okay?

Because of that it is such a huge crutch. Okay? Huge crutch for a lot of people's progress because if the need really isn't there, then I don't really need to figure out how to make this whole business work. Right? I don't really need to learn about story telling. But the whole premise of the book says, look, there's so much that is actually taken care of for us right?

The left side of the brain, the very analytical side, factory work style. The future belongs to the right brained thinker. The storyteller. The creative. I'm inviting you to learn how to do that. To learn how to be a creative. Okay? And if you're like, "Ah I don't know how to be creative." Guess what? I didn't know how to do that stuff either. Okay? Pretty sure my dad stimulated a lot of that by just telling lots of stories. He'd do it at dinner about his childhood.

He'd do it at bedtimes. And he'd do it all over the place.

I had no idea. I had no idea until literally like just a little bit ago as I started watching the way he would interact with my girls. And I was like, "Wait a second. This has been like a patter throughout my life." And I wish ... Anyway, I'm just glad I recognized it early on. Tell stories.

Even if they're complete make believe, tell stories. Get good at telling stories. Marketing is story telling. Okay? It's the transfer of belief by changing the story inside someone's head. That's all it is. Okay? And your ability to do that is like ... It takes the cake on 90% of the stuff that I teach in this podcast. 90% of the internet marketing world, okay? Just get good at telling a story.

Anyway, I'm saying the same thing over and over again now. I just hope that makes sense. And I want you guys to go through and start doing that. And like I was saying before, actionable stuff, guys just start keeping a list of the things that are going on in your life. The little storylines right?

And if you look at ... Inside expert secrets, right? What makes a story is a character, right? And a plot, and a conflict. I think those are the three. And just start coming up with that. You're the character. What's [inaudible 00:24:49] storyline? Where's the plot? Where's the conflict? Where's the resolution inside of it? And then boom.

Just keep coming up with it over and over and over again. Script writing, I'm not amazing at script writing. But I'm pretty good at storytelling. And because of that I have gotten by pretty well with it. And I did a lot also when I was a ClickFunnels employee. And at least the basic foundation of a lot of those things that I would write would be okay. Especially by the time I left.

And they would be just edited rather than scrapped completely because of the storytelling. It's the storyline. The funnel has a story. The page has a story. It all links together. They're all one big story. And it links into your origin story as to why people should get there.

Anyway. Sorry to keep saying the word story. Story story story story. So go think through the things that are going on in your life. The things that are strength, the things that are weaknesses, right? But more importantly, your differences. All right? I just told you that I ripped my pants on stage, and it was awkward. And it's because I don't care.

It's because it develops my attractive character. You literally have more a bond to me now emotionally than before I told you that. Okay? It takes me and makes me a more real person inside your head. Right? I know that's what's happening. Anyway, start doing that to your own people. That's all I got for you guys. Talk to you in next episode. Bye.

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

This is probably one of my favorite principles from Ready, Fire, Aim…

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

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

Hey, how you doing? Got kind of a cool episode here for you. It's been busy, busy, and I've been loving it, been enjoying it. I am doing a lot of cool stuff. There's going to be some neat updates with this podcast coming up very shortly, which I'm very excited about. Neat updates with the podcast. This is going to be ... I've got a cool gift for you guys. I'm so excited. I think I have found the right person and hired her and, she's doing some amazing stuff for me with this podcast. So, coming soon there will be something pretty amazing.

Hey, I've been traveling a lot lately, and I was on an airplane. I don't know what it is about airplanes. I love putting headphones on. I pretty much have headphones on all the time. People think that I'm really shy and a bit of an introvert, which is slightly true. But anyway, I was sitting on an airplane, and I love getting out a legal pad, just a blank legal pad and a pen. And, I just think. That's it. I just sit there and I just think.

And I'm listening to awesome music. I got these cool noise canceling headphones. I slip them in noise cancel mode, and, I just sit there and I listen to awesome music, and I just think. And I just designing out whatever funnel or offer or marketing thing that I want to.

And so, I was designing out this really awesome funnel, which you guys will all see shortly because I think it's something everyone could benefit from. And so I have been building that, and I've been putting it all together. It's been a lot of fun, but one of the things I was thinking about as I kind of started studying from different books, and I was putting the pad down and grabbing different books. You guys know that I've been talking a lot of about Ready, Fire, Aim lately.

And guys, the way I read books is very weird, and I know it is. It takes me a solid, solid month to get through a single book if I'm actively reading it. If I'm not, I can be on the same book "for like three months", which is so true, and it's kind of sad. But the reason why is because, if you look, I'm holding a page right now. It is marked to death. So much so sometimes you can barely even read the words that are on the page.

Anyway, I don't know if it's necessarily a good thing, but I think about all the things ... That's the reason why, if I want to actually read a book cover to cover, "read it", I have to listen to it. Otherwise, I stop, I think about it, it connects with other ideas, I draw it, I remember three or four quotes from some other thing and I write them down, I hook them into the book.

And you know, that's the way I read books. Because of that, I was a very slow reader in school, and so, all I would do is I would find PDF versions of someone's book, and I'd go load it into like, an eBook reader and play it at like, four time speed. And that's literally how I got through all school. It's because of this. I think it's a cool problem. It's not necessarily a problem. I don't think it's a problem at all, but, it certainly keeps me going very, very slow.

So, I'm on page 119 and, I've been there for a long time...

Anyway so, I was sitting on the airplane, and I had my pen and paper out and, I start reading this paragraph from this section. And the reason I like to do so much is that, I know that when you learn and when you have ideas that come to you. When you combine them with other stuff, that's really how you learn anyway.

And so, I'll see them in my head by drawing pictures. I'll see them in my head by ... I mean, yeah. Little diagrams. I underline certain words, certain things like that. I star things all over the place. Weirdly enough, I imagine myself teaching the principal from stage, a lot.

That is actually, something I do a ton...

So that, by the time you guys are hearing it on the podcast. A lot of times, I've said it already. Both in my head, on stage, sometimes, actually on stage, probably, in two or three Q & A groups that I do every Friday, that some of your guys are a part of. And so, it's very, very in my head. And when I need to, it just bubbles up, and it pops up, and I use it in the future. And, it's honestly, one of the ways that I'll go learn new stuff. Most of the time I don't just learn for just whatever. I don't learn generically. I learn very, very specific for whatever problem I'm on right now.

So, I'm very, very selective and almost protective of myself based on what I'm going and learning and studying because I don't want to get distracted about stuff that I don't need to be using right now, you know what I mean?

Anyway, so I want to read to you this one thing though. This is very, very powerful, and I think it's one of the major reasons why some people ... they're not where they want to be. Anyway, so I want to read this real quick, okay.

So, this is in Ready, Fire, Aim. It's page 118, sorry. It's a few paragraphs down, and this is what it says. "So, though your primary focus should always be on customer service, you're quantifiable goal as a stage one 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 almost all of your subsequent selling transactions profitable."

Let me say that one more time. "You're primary focus should be on customer service. Although it is, the actual goal is to acquire as fast as possible a critical mass of qualified customers."

Follow me real quickly on this one, okay? So, you're acquiring a critical mass of qualified customers, right? All right. Once you have a good number of qualified customers, you will be in a really good position where almost every new product you come up with will be successful because so many of your existing customers will buy it. Hmm. That's fascinating, isn't that?

So, let's think through that here real quick, okay? I'm like stuttering right now, sorry about that. I've got a billion ideas and my heads getting in front of my mouth, sorry about that. Okay so, first what you're doing is, you're grabbing a ton of customers, just qualified customers, as many of them as you possibly can and, as fast as you can.

What you're doing is, the reason you're doing it is because, you're acquiring the customer with a product so that ... A buyer is a buyer is a buyer is a buyer is a buyer is a buyer, right?

We all know that, right? What he's doing, what he's saying here is the reason you're doing that is because all the subsequent sales that you are trying to make to your existing customers, they're far more successful because they've already bought from you in the first place. That's what he goes into and talks about here.

And he goes through and he talks about ... This is interesting. On the very next page here he ... I hope you guys are okay that I read certain sections and passages to you. I hope that's okay.

Anyway, on the very next page he's talking about a consultant that sent him this email, and he said, "Although your eyes glazed over when you looked at the convoluted formulas in my spreadsheet that modeled allowable order costs, you immediately understood 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 through this larger base."

In layman's terms and in English what he's saying is he goes and he's suggesting to this company basically a tripwire funnel. He is going out and that's what I drew right next to it. He says, "Look, here's what you need to be doing. You need to go out and you need to create long-term products through the development of large circulation, low-cost products sold at a loss on marketing by upselling high-end products through this larger base." So, he said, "Go and create this huge ... Acquire as many customers as quickly as you possibly can."

You get them in the door just so that they're in the door, and you might go and you might actually lose a little bit of cash on them. That's fine. Why? Because there is a followup sale. There is an upsell.

Now, because of the funnel world, because of the upsell world that we live in, we know that could happen immediately. This company, though, was talking about it as though they need to go in the hole for quite some time. We know because of funnels, because of tripwire funnels, because of upsells, downsells, all the different things that you can offer. You can make that second sale immediately right after you acquired them. That's why the book funnel works so well. Right?

The two-step tripwire funnel, or the low ticket eComm funnels, where the first product or two in the funnel are loss leaders, where you're going in and you're saying, "Hey, look, just have it. I'm just trying to help you practice take your credit card out when you see my name, my brand, my product. Oh good, you did. Here's something else." And the percentage of people who will buy from you goes through the roof because of that.

I love what he said in this. I think it's fantastic. So, I started thinking through how can I acquire as many customers for my current product that I'm selling right now as fast as I can, because I'm not building a tripwire funnel for a while, and I'm not going to, and it's on purpose, and it's gonna be quite some time before I actually put a tripwire in front of it.

And you guys all know why. I start at the middle of the value ladder. It's the core of the business. We've done a lot of cash so far, which is great, fantastic, but I could not have done that cash if I was focused on a tripwire funnel. I would've done maybe a couple grand vs. nearing a hundred grand. You know what I mean? Which is what we're doing now. It's just awesome. Okay.

You guys know my philosophy on that. It's the start in the middle, move to the back, and then go to the front. Sometimes you can go to the front second, but usually it's third depending on the business. I know some of you guys are in eComm, and you're like, "I'm not gonna do that". That's fine. That's fine. Just figure out a way to charge more money. That's the biggest takeaway that I'm trying to say.

So, here's what I did. As I started thinking through, here's my current webinar numbers, and I started thinking through how do I acquire 1,000 buyers as quickly as I can, as fast as I can. Why? Why? So that when I put a high ticket, back end product in front of them, there are enough customers to make a significant difference in my wallet. Right?

It's the coolest thing, guys. It's the funnest thing. Every time we put a hight ticket application style funnel on the back of an inner circle member's value ladder, it doubles their business. Right? But it only doubles their business if they have a certain number of qualified buyers, when they amass ... What did he call it? He called it a critical mass of qualified buyers. Right?

You have to do that. You have to do it. That's how this whole thing works really, really well. That's when it explodes. That's when it takes off, and there are really, really easy ways to grow big lists quickly. There are really, really easy ways to do this with starting out with not list, with the current list. You know what I mean? Start acquiring the list if you don't have one

Anyway. So, I wanna walk through this right here real quick. These are my current webinar numbers, and I kind of worked backwards on them thinking through how to actually get this done here.

Okay. So, if I want 1,000 buyers and I currently close anywhere from 6% to 15% on the webinar, and I know that's a huge spectrum, but the reason why is because usually it's anywhere from 6% to 10% on the webinar, and then another however many percent during the followup series.

So, I don't totally know the exact number yet. I've only done it live three times so far, but somewhere around there. It goes anywhere from ... I've had it closed even like as 25%, but then on some of them like 6%. You know what mean? So, there's a spectrum, so I'm just gonna say on average.

So, let's say that I want 1,000 buyers, and I close at an average right now of, let's say, 15%. That means I need 6,667 people to hear the pitch. Okay? I'd literally need to pitch ... There needs to on the stack section of the webinar I need almost 7,000 people to actually hear it in order for me to close at 15%. Okay? I get about a 15% to 20% show up rate from those who register, which means I need 33,333 people to register on my registration page.

That's how many people I need to register on the page for 15% to 20% to show up, which allows me to have about 7,000 pitches, which allows me to have about 1,000 buyers. That's about how the numbers shake out give or take a bit because obviously that's fluid.

Now, I'm spending on average anywhere from $4 to $8. It averages out pretty strongly around 5 to 6, actually, $5 to $6 per registrant. So, that means I'll need to spending about $166,000 on ads to get 1,000 buyers. That's actually not bad. For a $1,000 product, that means I'm giving up 16% of my $1,000 to acquire the customer. That's not bad. That's not bad at all.

I'm about to turn on this affiliate program here, and I'm giving away 25%, so you get $250 for every thing that you help me give away, that you help me sell. Let's compare that real quick. So, I started thinking, so I was like, "Wait a second. 16% in ads to acquire an individual vs. 25% to an affiliate. Why would I give 9% extra to an affiliate?" So, I started thinking about it.

This is all on the airplane, and I'm sure the person next to me thought I was a freak because I was writing ferociously. Something about hight altitudes, the pressurized cabin, and fast paced music. I don't know. But anyway.

There's 16% in my ad spend to acquire a customer, 16% of the total revenue to acquire the customer. That's not crazy. What am I ... That's 84% product margin. That's freaking awesome. Tell me another industry that you can get that in.
In school, I was part of a student run business. We built it from scratch. I was assigned to be in the food business.

I am not a cook. I am not good at cooking. I know that...

Other people around me know that. But that's what I was assigned to. We were making 8% to 10% business margin overall, and the professors were freaking out how amazing that was. I was like, "8%?" They're like, "Do you know how amazing that is? That's great. That's huge. Oh my gosh." I was like, "Oh my gosh. I'm not going into the food business. That's good for the food business? Oh man."

Anyway. So, that's the reason I sell what I sell. It's on purpose. It's very much on purpose because I want to choose products where there's high perceived value so that there's more margin so that I can spend more to acquire the customer plus also bring more profit into the business. Does that make sense?

Anyway. So, 16% of the sale is what I give up to acquire a customer when I spending ads. So far, that's about where they're shaking out. And I think that's not 100% always gonna stay there because the ads are getting better, we're finding sources of traffic. We just got offered a huge list to go promote to. But that now goes into the affiliate side, right? So, I could do 16% of the sale for ads or 25% of the sale for my affiliates.

Now, why would I do that? Why would I not just continue to acquire customers just through ads and save the extra 9%? 9% of a thousand bucks, that's starting to make a dent over scale, right? That starts to be a lot of money. Here's why. Speed. If all we care about is average cart value, which right now my average cart value is $997, and cost to acquire the customer, cost to acquire ... Until I read this passage in this book, just this last little bit here, I always thought of cost to acquire as dollars cost to acquire, and it's not. It's also time cost to acquire.

I could go out, and I could keep spending 16% on my ads to actually get people in the door. Right? And it would be good. It would be great. But man, if someone's already amassed a huge group of people and I want just this huge influx of people, why would I not go really quickly, just go and even give up extra margin to get a huge influx of people to come in? Why? Right? I'm acquiring as fast as humanly possible my critical mass of qualified customers so that I can give them the upsell easier. Okay? That's why. That's why.

Cost to acquire is not just about dollars. It's also about time, and I realized that while I was sitting on the plane, and I was like, "Holy crap. Why have I never ever thought of that before?" That might be a no-duh thing for you guys, and it might be, but man, I had never thought of it before.

So, think through, you guys. Think through...

You might be having great ad spend. Everything might be great. Everything might be profitable, but take into account the consideration that you might actually, if you get customers at a faster and faster rate and the time to get them in is drastically reduced, you might just be getting them in that first time so that you have this awesome base to be able to sell your next thing to where your massive profitability is. Right?

This little strategy right here, oh man. In my mind, that takes the place of any source of VC funding that could ever be needed because that's exactly what VC funding does. Let's go get a huge influx of cash from someone. We'll go borrow a ton of money from somebody. Then what we'll do is we'll start spending ad money in different places to acquire the customer.

So, there's a J-curve, right? You go down in the hole, and you owe tons of money, and you're not profitable yet, and you're spending more money than is coming in. That's freaking scary, by the way, which is another reason I hate VC funding. That's freaking scary. And you're spending more money than is coming in, and then eventually the hope is that you guys figure out enough how to acquire a customer as you go to eventually reach profitability where you're making more money than you're spending, then you actually make more money than you ever borrowed, and then you eventually go sell it off and do roll ups and all these different kinds of strategies. Does that make sense?

That's scary in my opinion...

What I just said in my mind takes place of all VC funding. Okay? It's the whole reason the tripwire funnel works. You're getting in there at the bottom of the value ladder. You're not trying to make money. You're trying to break even. You're acquiring the customer, you're training them that you're a good person to buy from, you're training them how to pull their credit card out, you're training them on your culture, you're training them that you're the attractive character, the charismatic leader, that there is a cause, that this is a viable business so that value ladder step number two you're pure profit.

You don't need to reacquire them. These people that are buying from you right now, I don't need to reacquire them they're in my home. You know what I mean? And those who didn't buy, they're on my list. I don't have to reacquire. I own that traffic now. Someone else owned it, Mark Zuckerberg, I paid him some money, he gave me some of his traffic, some of those people joined my list. I now own that traffic, and because of that I control that traffic through ads, and then now I own it. Sorry.

I own the traffic. I was talking about a different strategy. I own the traffic, but now they're on the list, and I can start promoting my upsell thing to them. So, what I've been doing ... That was a lot. Hopefully that's okay. What I've been doing is I've been trying to think through what my upsell is. Okay?

I've had seven MLM CEOs ask me for this product over the past year and a half. Especially this last little bit as we actually launched it, tons of people have been asking for it. I know it kicks butt, and I have a lot of people ask me, "Steven, why did you choose MLM?" Well, it's because I know what I do is extremely blue ocean for that market. Okay? I know that if I go play the card right and I get it front of enough people, if I can just get that first 13%, 17% to just take on this possibility, man, we just changed an industry.

That's what I'm trying to do. That's the reason why. It's because I know there's people in there who are buyers. I know there are people in there who understand funnels, and I want them to come get this product so that it's proven, those people can see it so they understand that this is actually a very viable thing. And it's very much on auto-pilot more than people realize it is when you use what I'm teaching.

Anyway, that's what I've been doing guys, is I'm going through ... And what I've been doing is I started thinking through, the question then became for me as I was sitting there is, okay, how do I create a low ticket, mass circulation product like he was talking about, a low ticket, low cost, mass circulation product that can get pushed out to tons and tons of people to help me acquire a customer even faster and faster and faster. That's the reason were written.

I know Russell could've sold click funnels just by selling click funnels and nothing else, but the speed was greatly increased by putting low ticket, high circulation products in front of click funnels. That's the reason that he's able to shortcut and skirt out everything else.

Anyway, massive, massive, super, super cool stuff. There guys. Hopefully that made sense. If you wanna re-listen to that, go for it. All I was trying to say, though, is actually I worked backwards, started thinking through ... Here's the application part for you guys for this is start thinking through what's the number of customers that I think I need that lets me have a critical mass of qualified customers. What's that number for you?

Start thinking that through. What I would do is I would start thinking through what percent of them do I need to buy the upsell to really make substantial increases in my wallet? That's what I would do. And for me, I know if I just have 100 people, just 10% of the people who are currently buying from me buy again my high ticket thing, that's gonna be a substantial boost in my wallet.

So, my number is 1,000. Not only just because it's 1,000 buyers at $1,000 is a million bucks, but also because I think I can get 5% to 10% of them to get my high ticket upsell thing even if it's only $10,000. And that is awesome. That's awesome.
So, anyway, that's what I'm working on right now.

That's what I've been thinking through is the low ticket, large circulation products. It's not my focus, but I'm trying to detect and be a good detective of the market. I'm trying to figure out what they want those products to be that will help me acquire buyers really, really quickly. I'm focusing solely on my webinar. I'm not moving from it.

Guys, I'm spending 24/7 on a single funnel. It blows my mind when people are building tons of funnels at once. I can see building maybe two funnels, maybe three if these are low impact funnels, but product funnels? Man. To really pull one off, especially if you don't have a big team like I don't ... I'm mostly doing this on my own right now, and I'm trying to find good people. And I got something cool coming up for everyone else, too, about that in the future here.

But start thinking through what those things are. How do I acquire customers quickly. How do I focus on being profitable really quickly out of the gate, which is why I charge what I do, which is why I do it. You know what I mean? That's what I would start focusing on. Start asking that question. Middle of the value ladder, then either go to the top or the bottom based on what the market's telling you to do. And they're telling you what to create on those front ends. You're not coming up with it on your own. They're telling you, and it removes the risk.

And doing it this way removes the need in my mind of having to get VC funding because if you can figure out what those front end products are that acquire tons of people at once ... The reason why I'm not starting with that is because I don't want a ton of customers all at once and then not have the core of my business be proved out yet, so I start in the middle. Right? Then I'm thinking through all those things in the back. Hey, here's how you actually do it.

Anyway. Guys, it was a long episode, and it was kind of deep. Hopefully that was okay. Someone said I've got all the people buying my product right now just to funnel hack me, which is very honoring and very flattering. How's it going guys. That's nice of you. Appreciate it. But someone sent me a message, and it goes, "I only have to buy your product for $1,000 to learn the deeper inner mind of Steve Larson? Heck yeah I'm in." I was laughing about that. That's a scary place, man.
Anyway. Hey, guys. Hope you're doing great.

Go crush it. This is a fun game...

Don't overwhelm yourself with all the steps, just do the one step in front of you. Don't worry about the other hundred that are in front of you. Worry about step 100 when you just finish step 99 and keep it simple in your head and just focus on the one step in front of you. Don't get distracted and build yourself a sweet funnel.

All right guys. Talk to you later. Bye.

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

It’s one thing to have a dedicated sales team, but it’s the big leagues if you can turn your customers into their own sales team

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

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

What's up, guys? Hey, I hope you're doing great. It is a Monday morning, which frankly might be kind of weird, but it's actually my favorite day and time of the week. Call me workaholic, but it's true though. So, I wake up on Mondays just a-smiling, and I jump out of bed, and I'm so eager to get started on the week, and I know that's weird, but whatever. It's true, so I thought I'd just tell you. Anyways, it's Monday morning. In about an hour and a half here, my wife and I, along with our two little girls we are going to the doctor, and we're going to find out what the gender of our new little baby is, and we're very, very excited. We have two little girls already.

I think it's gonna be another girl, and I think I'll be the only guy in the house here, which is fine by me. Anyway, we'll see what it is, and I'll let you guys know as soon as I do, but we're super excited about that. Anyway, I thought I'd just throw a quick podcast out to you guys because I wanted to quickly just let you know about something that I've been implementing lately that I'm real excited about, and honestly my customers are too. You guys know ... I mean, obviously ...

This is starting my ... Let's see, what is this? One, two, three ... This is beginning my fourth week alone of self-employment, and things have gone very, very well. We've done almost 70,000 in sales, and we haven't really even optimized stuff yet.
You know what I mean? I'm only selling once a week, really, and on my webinar, my live webinar, every single week, and I will plan to be doing the live webinar every single week for probably quite some time because it's been kind of interesting.

The first few times I've done it, I haven't changed anything from one script to the next, but especially this last one, I felt it. I felt where I needed to make the changes. I felt where the lag was, so I'm excited. I'm excited to go and I'm going to start switching those things out, but it's been interesting to go through ... There's a billion things I got to get done still, I mean, obviously, who doesn't have a big to-do list?

But I've got this huge whiteboard over here on the side, and it's just chock full of stuff. It's loaded, it's loaded with tons of things that I need to be getting done, and do, and I ... Anyway, the whole thing's been a lot of fun, but it's been neat to go through and prioritize stuff. So number one priority for me, obviously, has been just to sell. Sell, sell, sell, sell, sell, sell, sell. You guys know I am a huge advocate of the book, Ready Fire Aim, which talks about stage one, zero to one million, that's the only thing that matters. Just sell stuff.

So, I've been selling things like crazy, been fulfilling on them like crazy, and I've been mostly just focusing on the actual course itself that I've been selling and all the little mini things in them. It's been a ton of fun to go through and do that. Lot of work. Holy smokes. When I created the Secret to Master Class Program inside of Russell's two comma coaching, it was from stuff that already existed and I was just organizing it.

And that's how I made the first pass of content. And then what I did though, was I came back around as I was hearing people's feedback. Then I went back through and I created all the extra courses and extra things, and extra trainings that were needed to plug the holes inside people understandings, just to make sure all the bases were covered, you know what I mean?

That's kind of what I've been doing this first time, is I've been going through and I've been building it from scratch, raw, just the very beginning. Zero to a hundred. But then I go back through after I see people going through it, and all their feedbacks, and all their questions, and all ... That's the reason I do live Q and A's with them every single week.

It's so that I can get through and see, like, they're all still struggling with X. They're all still struggling with Y, or Z, you know what I mean? And then I go back through and I do a second round of filming. I do a second round of product creation. I go plug in all the holes, and I go plug in ... And that's exactly what's been going on here.

So I've been ... it's been a lot of fun. It's been a lot of fun. It's a ton of work, but my gosh, it's a lot of ... I mean, I was on ... I think I told this to you guys, I can't remember if I did or not, but I was on stage speaking at two different events this last week, back to back, which was kind of nuts.

And this guy walks up to me afterwards, and he goes, "That was fantastic, first of all." And I was, "Thank you." You know, I said, "Thanks. That's awesome." And then he goes, "I was sitting there though, and I was trying to figure out the word for you." I was like, "What did you mean?" He's like, "The word that describes you. There's something about you and I don't know what it is." And I was like, "Okay, what it is it?"

And he goes, "It took me awhile, but I think I figured it out. You're giddy." I was like, "You think I'm giddy?" He said, "Yeah. You're 100% giddy. Are you kidding me? You're standing on ... you're doing the ... It is so easy to see that you love what you're doing. And it's refreshing. Thank you. It's so freaking awesome to watch that."

And I was like, "That's nice of you. I appreciate that." And he's like, "I'm serious though. It's refreshing because most people get up and they're either sick of what they're doing, or they just got one trick or tip and that's kind of it. It's so clear and obvious that you love what you're doing." And I was like, that actually was some really cool feedback. I'm glad that he said that. That was nice of him.

I never consider myself as giddy about what I do. Maybe I choose a different word. But I am having fun with it, and it's been great. Hey, so I've been getting a lot of requests lately about ... you know what, let me get ahead and I'm just going to read this thing first. And then I'll lead into that. So I'm holding a book. This book is fantastic.

I would read this book if I was you. If I was trying to be a funnel builder. If I was trying to be an author, speaker, coach, consultant, if I was in the SaaS world, if I was definitely B2B, I would put this on your to do list. This book ... so it's a book called Behind the Cloud, by Mark Benioff and this is the story of how Salesforce pretty much went to a billion dollar company and changed the whole industry.

That's what the tag line says anyway. And it's amazing. It's a great book. And what it is, it's a series of what they call plays. Play one, play two, play three ... but of the different plays that they made to be able to go and do what they did. And make no mistake, I am 100% trying to change the MLM industry, which is what I've been selling in.

And I have, I don't know, call it a chip off the shoulder attitude, or chip off the shoulder thing. That industry, it's an amazing thing to go through if you're doing it correctly, if you're doing it right, and otherwise it's pretty easy to get categorized into the millions of people that just want to lose their family and friends, which is why they join one, I think.

Anyway, so strong opinions there. Anyway, so I've been getting a lot of requests from people though, about an affiliate program for the course that I've been selling. And of course I'm going to have one. Of course, absolutely, in fact I think it's going to come out ... We technically already finished it. Technically it's already done. Yeah, anyway.

Technically it's already done, but ... Anyway, sorry, I have like 13 thoughts going through my head and I'm trying to organize them in a way that it's going to go together. Anyway, I want to read a section from this book and then tie it back into what I was just saying and talking about. And here it is. Anyway, so this is on page 73 of the book Behind the Cloud.

And what it says ... This section is called Play Number 40, Make Every Customer a Member of Your Sales Team. And I thought, this is awesome. I certainly agree with this 100%. Make every customer a member of your sales team. And this is what it says, "Just as we tapped into every employee as a marketing person ..."

Okay, that's first of all a very powerful line, "Just as we tapped into every employee as a marketing person, we believe that every customer could also serve as a salesperson. Inside every customer there's unrealized potential that by offering training and support, we could build a sales army that is not limited to a finite number of salespeople, but could scale to hundreds of thousands and one day millions of customer salespeople."

I thought that was fascinating. That's very interesting. Now that obviously the reason you do the affiliate stuff, but I was ... I'm never not thinking about what I do guys, I think it's the reason that guy saw me as giddy. But I was walking, I can't remember when it was, it was a few nights ago, I was pacing, and I was thinking, and I was pacing, and I started thinking through ... I helped create one of the original affiliate bootcamp courses that Russell uses to teach people how to do affiliate marketing.

And he and I tag teamed back and forth along with John Parks, and the three of us went through and we taught this frankly, really awesome affiliate ... it's called Affiliate Bootcamp.

And what it does is it teaches somebody how to be an affiliate if they've never been one before, from scratch with no lists. Or if you do have a list, it shows that as well. But the real thing that it's doing is it's showing people how to be an affiliate for ClickFunnels. That's really what it is. It's positioned as generic, but what it's really doing is it goes through and it shows people, "Yes, here's how you promote ClickFunnels for us." It's really to make customer salespeople. Customer salespeople where they love your stuff so much ... And it even goes through in the book, keeps talking about different training and support and stuff like that, enough assets a person needs so they can be a customer salesperson.

And so what I've been thinking through, and actually voxed Russell about this, and I was chatting about it, but I think I'm going to make my own version of Affiliate Bootcamp where I can go through and dive deep and it's a daily thing for just two weeks, but what it does is it shows people how to be an affiliate in the best ways that we've ever seen, that I know how, that we've ever ... From scratch, or with a list. But really what it's doing is it's showing people how to promote my stuff.

I'm creating an army of affiliates that know how to be an affiliate, you know what I mean? And I think that's what the next thing I'm going to do. And it might be weird that I'm telling you this strategy, because I know a lot of you guys will be the ones that go through it.

But I'm just trying to be transparent and show you where my head is on this stuff. Now first and foremost right now, I need to finish actually building, finish building the actual course that I've been selling. And they know that it's been dripping out this first round. In the future it's not going to be a drip course or anything like that, but right now this first one, it is.

And they all know that, and that's one of the reasons why some of them got a deal on it and stuff like that, you know what I mean? Because I'm going through and I'm building it as I'm selling it, at the same time.

Which is nice, because it lets me go through and do the second round of course creation to plug in all the holes, because they're making it kind of with me ... Not so much on their side, they don't really know that's what's going on there.

But that's what I've been doing. And then, so step one, then step two, then I want to go out and ... Man we just got offered huge lists from people to go promote the course to. I mean massive, massive people. I so bad want to tell you some of the names of some of these people.

You guys all know them, they're on TV shows and stuff, which I'm super excited about. But I don't know if I'm allowed to, so I'm not going to yet. You'll all hear about it sometime, I'm sure, but it's not time yet, I don't think, so ... Anyway, that's the whole thing I'm trying to say with this thing, is understand that when somebody buys your course, there's really two things ... Or your program, or your product, whatever it is, whatever you're selling, your offer, there's really two things that still have to happen.

Just because you collected cash does not mean the sale is over. There's two things that need to happen, and this first one, there's a PHAT event this week, it's the last FAT event ever, which I'm kind of sad about. I'm actually really sad about it.

But anyway, I always cover this with them, and then there's a second piece as well, because of what Mark Benioff said. After a customer is acquired, the first thing you have to do with them is you need to help them consume it. I call it a consumption series. It's a consumption sequence, a consumption series, consumption guide.

And what I do, and what I've been building out is as soon as ... Now let's think about this for a second.

So this is a webinar, and there is ... If you guys don't know anything about webinars, webinars there's a headline, and then there's three secrets. So there's three secrets, and secret number one relates to the vehicle related false belief. Secret number two relates to the internal false belief. And then secret number three is the external false belief. A lot of you guys who are indoctrinated inside the ClickFunnels regime, you guys know the stuff, right. You know that. Well all I do is because ... Let's think about this, in the webinar, you're going through and you're talking about secret number one, secret number two, secret number three, right, which is false belief number one, false belief number two, false belief number three.
And then you're going through and you're crafting a story, a sales message, a product in the offer that addresses those false beliefs. You're addressing a product that does that. Let's think about this though.

If that's what's you're promising, secret number one, secret number two, secret number three, why not show exactly in your product where those answers also are. So the first thing that I do, the first of two things, the first thing I do in this consumption guide, is as soon as somebody buys my product, it doesn't matter if it's off of a webinar, it doesn't matter if it's off, like whatever ... I put out to them at least a three day series where the first email or piece of communication or whatever it is, goes and it actually shows where to get what was promised in secret number one, or the vehicle related false belief.

They don't need to be called secrets, they don't need to ... you know what I mean? It doesn't need to be called that same vernacular. I've called them steps, I've called them ... I've called them steps a lot, actually. Tips, I've called ... you know what I mean? It doesn't need to be called those things. And you might sell a widget in a different way with different vernacular.

But they're still vehicle, internal, and external related false beliefs. So the first thing after somebody buys it I send to them is first of all, a fulfillment email. But then what I'm really doing, is sending a consumption guide, where the first email is where to find what was promised and addressed for their vehicle related false belief. Secret number one.

The second email that I send out is ... that's secret number two, and where to find that. So I'll take screenshots of the members area with arrows and put it in the email, and say, "Look, when I told you how I blank without blank, this is where that is. So go click right here and go watch this next part right there." And the reason that I'm doing it is ... there's many reasons. The first reason, is because I need them to consume that information. Number one, they must feel in their brain that I'm fulfilling on what I promised. Duh.

That's what they bought. Of course I should do that. Okay, they bought that. Just out of the ethics of it, please fulfill on what you sell people.

But what I'm also doing is I am indoctrinating them further into my culture. It gives me opportunity to train them to open my emails. It give me opportunity to train them when my stuff comes in that they should open it up, but also it helps me be able to figure out who the rock stars are, who's actually killing it, who the people are that are just doing amazing with my course or my product, whatever it is.

And then I can go back and actually collect them as testimonials and use them in the sales message also for future people. That make sense? That was a lot. Just let me high level recap real quick. So all I'm doing is whatever secret number one, two, and three are, I create a consumption series, number one, two, and three that matches secret number one, two, and three. Does that make sense? And it's all auto, it's all dripped out.

When somebody buys I call it my buyer sequence. They buy, first the fulfillment email goes out. Then we will remind them that they've got to get added to the group. Then we'll remind them, "Here's what we do culturally. Here's the different events that go on. Here's consumption number one, two, and three." I don't call it that in front of them, obviously. Does that make sense?

So that's the first thing that I do. Number one I train them on how to consume my thing. That's the highest level of that. I train them to consume the product. But number two, and this is what ties in. I promise this is not just like a rabbit I'm following over the place. There's a whole point to this. And the point is that the second thing is that I'm trying to train them how to promote my thing also. So number one, here's how to consume it so you're successful with it.

Number two, here's how to promote so that the course you just bought is free for you because you just go get a few people in, and suddenly all the training, all the material, all the follow up, everything is free for you. Does that make sense? Because what I've been doing and ... anyway, that's exactly what Mark Benioff was saying. I'm trying to create customer salespeople. It's not necessarily a huge focus of mine right now but I know it's step two and I know it's coming up, and people are asking for it.

And so I was thinking to myself, what should I do to make this more accessible for people? And so I'm thinking through inside my affiliate area, I'm creating the guide, I'm creating the stuff that will walk them through how to be a generic affiliate, but so that they can go apply it to selling my course for me as well. Does that make sense?

That was a lot of stuff, and I hope that made sense what I'm doing. It's important to train people how to consume your stuff. And then it's important to help them realize ... If you want to make real, true believers, people who've really drinkin' the Kool-Aid, you know what I mean? Those are the people who are out promoting your thing without you asking them to.

And for those of them who aren't, sometimes they for need a few questions answered and so you go create an affiliate program. Go create something that helps people understand. I love Backpack. Backpack's awesome. That's what I'm using, of course. And it's been a ton of fun. And so to make it more accessible for people ... This is the last piece guys, this is like a deep strategy episode guys, hope this is okay.

It's kind of a lot of stuff on this one. But what I've been doing is on the home page ... So it's a webinar, so on the registration page itself, the actual registration page, in the footer I always make sure that I put two things in there. Number one, you've got to make sure you have all the legal crap in there. You're supposed to have that stuff in there.

I have a PO box that I declare as my business address so it's not my actual address. There has to be terms, privacy, contact, support, stuff like that. Specifically terms and privacy and support. Those are the three that should always be in there. I don't know what the current laws are on all those things, but I know that those should be in there.

And then what I do though in the footer is I also always include, number one the login for their actual members area, or whatever they bought because people will always lose the link, so I put it down in the bottom. The second thing though that I always put down there is a link for affiliates. So what it does is it lets me tell people ... because some people just want to go promote the thing and not buy it. And I'm like, "All right, that's kind of ... I think that's a little weird."

But if they scroll down to the bottom, they just click on affiliates, they can get their affiliate link and promote the course, or promote whatever ... you know what I mean?
Anyway, those are the two things that ... And that's what helps close the loop.

That registration page, it is a registration page, but to the person who's looking it's a little bit more than a registration page, and it opens up another loop, meaning the loop is, "Hey, you can go be an affiliate. Grab your affiliate link, and here's how to promote, and here's how to promote my stuff."

But if then they go buy, it's like, "Hey, here's how to consume what you bought. By the way, here's also how you can promote what you ..." Anyway, so that's what I've been doing. I feel like I'm talking in circles now. I'm literally talking about loops. But I hope that makes sense what I'm talking about though.

Find a way to make your customer also your salesperson and you're going to be able to expand a lot faster simply because you don't have to find salespeople, you know what I mean, as hard, as much. It's pretty interesting, I was talking to ... This is the last point, and then I'll get out of here. I was talking to the CFO of ClickFunnels. He's the man. And I asked him once, "What's the biggest expense?" And without any hesitation, he said, "Affiliates."

Just straight up, "It's affiliates. Affiliates cost us a lot of money. We give a lot of money to affiliates." I was like, "That makes sense. That makes total sense." That's what he told me anyway about ClickFunnels that that would happen, you'd do that.

Anyway, I hope that was helpful. I hope it makes sense what I was trying to say here. Well all I'm trying to say is figure out number one, sorry, number one understand that it's not enough to just sell stuff to people, you have to teach them to consume it. But number two, especially once they are consuming it, they're getting indoctrinated, they love promoting stuff, and there's going to be people who just want to promote your stuff anyway.

They're looking for something to give to their audience and might as well make a sweet affiliate program.

Or some kind of thing to help them so that you can arm your people, arm your customers with the correct assets that they need, the correct ... you know what I mean? So I'm tossing in all the ... a whole bunch of swipe files, tons of swipe images, tons of swipe email content and copy. Cool things that they can give away to help them lead gen. Anyway, that all I've got for you guys. And hopefully you can go out and start applying that. I've got to go get ready. We're leaving in about an hour here to go figure out the gender of our new little one. So fun stuff guys. Talk to you later. Bye.

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

The Customer Is NOT Always Right…

What's going on, everyone? This is Steve Larsen. I have a little bit of an unfortunate episode.

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

 Hey guys. I am ... I love podcasting, I love talking with you guys, and it's been fun. I feel like ... especially the last week because I've been traveling, going around all over the place, I've had a chance to meet a lot of you and it's been a whole lot of fun.

Okay, this is gonna be a little bit of a ... I don't know how to say this. I know that what I put out there, there's not many other people who are. I know that. I'm not cocky about it, but I know it. I don't know anyone else who delivers to the level that I have been. I don't know any ... You know what I mean? I'm not saying I'm the best. I'm not saying that I'm ... I'm not drinking my own Kool-Aid. I'm very against that also, but when someone gets sassy with me and saying that I'm not delivering. That's saying that.

I know that I am. That is one of the fastest ways to piss me off. It's funny because Russell's actually the exact same. He and I had many conversations about it when we were ... I put so much heart and soul. I am not with my family right now. I'm not with them for a solid week because I'm going out and doing things that frankly, there's a few things I know that I really wish they had gone better that I didn't get paid what I know I was worth, but I did ... You know what I mean?

That's fine. That's fine. I'm not trying to drink my own Kool-Aid again, but when someone comes out and they start taking advantage and acting like I owe them something that pisses me off faster than anything else on this world. I owe nothing to anybody. You know what I mean? Because it's so deep seeded in my brain to over deliver stuff, I'm fearful. It's a fear I have. Maybe it's a false belief I have that I have to over deliver on a massive scale constantly. Anyway.

I have been chatting with somewhat of an angry customer. They bought one of the $100 funnels. Guys, I took down all of the $100 funnel options. The reason I did it is because I didn't like the client that was being attracted to that. My stuff is worth way more than $100. I don't even start talking with someone to build their funnel unless it's at least a 50 to $100,000 range with royalties in the back.
$100 funnel? Not a huge fan of who that attracts. I'm not saying that everyone's that way. I am not blanket statement. I know that everyone's different.

Everyone's got that, but unfortunately, there's been a few instances where it's attracted an individual that believes that $100 is a billion dollars, and I owe them my life. No. That's extremely cheap. It should be way more than that. You know what I mean?

Anyway, I just wanted to read without actually ... I'm not gonna tell you who it is that was saying this. I'm gonna keep confidences. I'm gonna keep ... But I want to read a little bit of an email strand that's been going on back and forth with somebody who ... Man, I'm trying to bite my tongue, guys. I'm not much of a swearer, but holy crap. Oh, my gosh. There's a few parts I didn't record of this. I was pissed and still am. I'm gonna record it in the heat of this, which may be the best thing. Anyway.

Please understand as I read this, whoever said the phrase that "The customer is always right" got straight A's in school, read about business, but never did it and has no idea what the freak they're talking about. The customer is not always right. They are not always right. If you want to work with your dream client, it also means that you don't work with other clients on purpose. I am probably one of the only people I know who is willing to fire a customer, a customer.

I don't give a crap if you have the money to spend to actually buy my thing or hang out with me. If you're a jerk or an id' or you're a pri', my gosh, I will give you your money back and I will fire you. What a concept. I don't get ... Oh, man ... Okay. I'm gonna reign it back, reigning it back.

I'm not talking like you, the listeners, if you're this individual just so you know, but I'm fired up. I want you to know why and I hope that you ... What I'm trying to do is I'm trying to elevate the customer that you work with and treat yourself well because there are jerks. There are idiots. There are people out there who want to take advantage of you every single straw that they can and protect yourself and be okay with that.

Don't just work with anyone. If you're trying to get cash, I understand that you need to do that. I understand. I did that for a long time, too. But, man, you get to the spot though where you're like, "You know I actually could choose who I work with." It's amazing to do that.

I'm gonna go ahead and read this. I just increased my support so this guy said he sent an email a couple days ago. I didn't see it. I apologize. Emailing me directly, PM'ing me directly, going straight to me on Facebook that's not my support; that's me. You know what I mean? Sometimes people will send messages directly to me. I am not my own support because I'm focusing on building cool stuff. I'm not my own support.

I'm very involved with it, but I'm not. Anyway...

He kept sending me personal messages. I hadn't got a chance to look at my messages for a while. Anyway, he said, "This is the second email in four days. I ordered" ... There was a funnel on there that was for 100 bucks called the smartphone insurance funnel. He said, "I only received one funnel. It was supposed to be three. I didn't receive the marketing course and you weren't funnels to model or the affiliate insurance companies to work with. This is supposed to be a done for you funnels. It's not."

"I hope the MLM funnel system coming out on Thursday delivers what it's promising." I was like, "What on Earth?" ... This is my response, "Hey, man, I'm totally confused. I don't offer what you just described," which is true. I was like, "What are you talking about? I don't give any of that stuff." I said, "The smartphone insurance funnel comes alone, not with three. None of my sales material has ever talked about a marketing course or affiliate companies to work with."

Getting in more details. "I've had an issue with a few idiots stealing my stuff and then posing as me. Pisses me off. They're jerking around with my name and my brand. Can you give me more info so I can nip this?" I was trying to be open and real and just let him know what's going on. Not trying to be, "Thank you for your concern. A customer service representative will get back to you within a few hour." You know what I mean? I hate that crap; just be real. Anyway.

He sent a few screenshots over. I realize that some sales copy that I had written had talked about him getting what he was talking about, but it was never intended ... I was never ... What he bought, never came with these other things, ever. Ever. All the other people that ever got it, it never came with those thi' ... That was not a part of it.

Says that there's a traffic course for 297. Says this, says this and I was like ... He took screenshots. He sent it over. I was like, "Oh, crap. He's right," and I knew that. I admitted it. I said, "Whoa. What the? What's wrong? That was never part of the funnel or the offer. It's just the funnel that I built. I'll go hit it with a hammer." I was trying to keep it light. I said, "Thanks for showing me." I said, "Weirdness. That's weird." That was kind of it. I thought that that was it, but apparently, it wasn't it because that ... I don't know how long. That was a couple weeks ago.

I just got this scathing email...

Holy smoke. I'm gonna go ahead and read it here. I'm gonna switch some names. I'm gonna switch some things so that there is some ... Anyway. I also wanna tell you the story of why I'm telling you this in just a moment. There's a reason for this. I'm not trying to just throw rocks here. Part of me is though. Okay. I'm human. I'm ticked. All right.

She said, "Hey, Steve, I just got off the phone with so and so. He's a so and so here in so and so." Okay. Anyway. "I had to cancel his monthly lunch with some friends." I'm changing stuff here, so you see. Okay? Anyway. He said, "Apparently, it's too cold for finger" ... Anyway. He's kinda throwing some stuff around. I think he was trying to stay up and fluffy, but he definitely did not.

He said, "But I digress. I know you're in the middle of your MLM Recruiting Funnel launch, and I'm sure you're quite busy. I was really looking forward to jumping on board. I love the MLM concept, but I've always thought there's gotta be a better and much faster way to do it. I passed on purchasing the funnel because of this whole smartphone insurance funnel issue, but I'm confident we can figure this out together." I'm like, "Ew, okay."

"In the last email you sent in regards to the smartphone insurance funnel package I purchased, you said you were going to quote, unquote 'hit it with a hammer.' I'm not really sure what that means, but you didn't go into detail, so I guess I'll have to guess/multiple choice style put this, so you can pick. Deal? Awesome."

"Did you mean A) Sorry, sucker. You lose. I got you. That's called bait-and-switch, son. Caveat emptor. Welcome to the big leagues, kid. Or B) You know what, dude? I know. This is totally my fault. I'm so sorry, but I'm not going to do this so to try and make it right, I'm gonna refund you your total purchase. Keep the funnel with the WordPress template. I'm gonna show you I'm a legit dude, and I wanna offer you 50% discount off of my MLM funnel." I don't discount price, so you guys all know that. There's some reasons why. It's because of an offer. I give way more than it's worth.

He says, "I like making things right when I can. Hopefully, you'll get in, and I really look forward" ... He's talking as if he's me. "I look really forward to doing business with you and maybe meeting with you in an event."

"Or C) Hey, what's up, bro? What's with all the" ... Anyway, he's skinning some stuff about his location as trying to be a jest so I'm not gonna say it. He said, "Now you get a taste of what's going on here every year; lol." Of course, he's trying to act like he's cool. "Of course, I'm gonna do what's right here and give you everything I promised. Not just because I'm a super awesome dude, but because I'm honest and have what is sometimes rare in business: integrity. Bam. Not to mention the whole truth in advertising thing. I don't want the FTC all over my rear end." Give me a break.

"Since I'm starting to own my business, I've learned that reputation is what you live by and die by so heading your way is three funnels that I advertise: the traffic course, the upsales, the affiliate companies I recommend, the other goodies and resources. Oh, and I'm a straight shooter man. I want people to know that. Oh, and since you didn't get on the MLM package, you should have. Duh. I understand, so I'm gonna extend the $9.95 intro rate to you again. I want people like you in my group."

"I'm glad we worked everything out. Come by and say, 'Hey, man' at the next events. My man, take your pick. I know this may seem a little silly, but I just need some clarity on some action, so I can ... gonna take. Stay warm. Thanks for the time." Says that.

I was like, "Oh, my gosh. Oh, my gosh." And I started swearing in the car. Are you freaking kidding me? Are you freaking kidding me? My funnels, besides Russell himself, I don't know a human on planet Earth that has built more than me. I don't say it to be cocky. I say it to be real. My funnels kick butt. I know they do and I'm trying to tell him what he bought and what he's trying to go for ... It doesn't come with those things.

I said, "Ha-ha. It's C, but I'm also a person who works with my dream client. Those other things were not part of the smartphone insurance funnel so I didn't give 'em to you. I'll refund you, but I also don't want you in the MLM stuff if that's the attitude over this." Guys, I'm fired him. Checkmate. "I constantly over deliver my audience and have full, clear conscience about what I do. Your refund is submitted, but it takes a few days. Stay classy, Steve."

Holy crap. Only do stuff with the people that you want to. It doesn't matter. You having the cash to do something with me is not enough payment anymore. You know what I mean? I'm preaching in the choir, you guys. "Sales Funnel Radio" listeners, you guys are all awesome. I love meeting you guys. You're all awesome. You get it. You're into it.

I over deliver. I constantly try to. It is probably a - I don't know - it's a complex I have over this thing, but the customer is not always right. It is not always right. They are not. Whosever said that, this is the most false crap on the planet.

You're saying I gotta bend backwards at all times when I already know my offer does that for them? When I ... No. No. No.

That's not what this is. That's not how I do this. That's not why I do it. I'm telling you this story because there's been tons of moments where someone'll reach out and they act like they are God's gift to me. They are not. They are human. I am human. You said you had money. I said, "I have an offer that I know over delivers and it'll work more than I'm asking you for anyway." I go and I hand it over to 'em and then you act like you own me. No.

You need to do the same thing in your business, guys. I did that for three years. I did not work with my dream client. I worked with tons of start-ups. It's nothing against start-ups, but I was working with people who were not my dream client. I understanding my previous self.

I understand people might not know who you are. I understand y'all gotta start where you are and I know a lot of people here, you are staring out, which is brand new, which is great, but man, understand the customer is not always right. Your offer is your offer. That's what you gave them and that's what they get.
As part of the offer, I make sure I over deliver so that my conscience is so clear, guys. I have no, no at all regrets about what I do, what I sell, who I help, who I don't help and I fire the people that I don't want to work with. Life is short. Work with those you want to.

Your happiness, guys ... I have worked with some clients and it has been an amazing experience. It has been and amazing experience.

When we were building for guys like Marcus Lemonis and huge guys, huge guys. It's so cool because they are where they are because they also understand this. I've never met someone who is really, really big who also drinks their own Kool-Aid. I've never met someone that does that. I've never met anybody who goes out ... Now they might ... I'm not saying they don't know that they're not good. They're very clear on the fact that they know they're good. They are confident.

They have absolutely certainty about their abilities, but they are als' ... There's a difference between that and drinking your own Kool-Aid and throwing it in other people's faces.

There are a few people who make it there, but not as many as you might think. It's funny because a lot of attention goes to those people because they got a lot of publicity and stuff like that, but a lot of the people that I going and I was building with and building for, like huge guys. I've built for some amazing people. They understand that these funnels we build together.

What's sexy about 'em is that they're a system. Set it and forget it. Walk away. One and done. There's some elements to that, but there's this other element that messes the whole thing up called the human element. We all mess up. Every one of us is a human and treat each other that way. Don't you dare go around acting like everyone owes you everything. You're never gonna get anywhere in life. You'll never gonna get anywhere in life. Be humble about it. I try and take that stance from it. Am I always? No. Am I fired up? Oh, my gosh. I am biting my tongue so hard right now.

Every time I've made any leap in my career, you guys, it attracts people that I wanna work with and it attracts people who I might not wanna work with yet. They're not quite in the spot where I'd wanna work with them yet. I'm not talking about money. That's the funny thing. It's this X factor.

I got offered 100 grand to build a funnel a couple months ago for this sure thing. It was getting me royalties for life. It was this killer topic and niche inside of Amazon. I knew I could blow it up. It had nothing to do with money at that point. It had nothing to do with my ability to blow it up. It had nothing to do with my ability. I know I could kill that. I know I could do amazing with it. I hated who the individual was. Not them as a person, but their attitude towards me was ridiculous. I don't know if they were trying to come off super confident because they thought that's what it took to make big deals. I don't know if it was ... I don't know what it was. I have no idea what it was, but I fired him.

You guys, this business and this whole, all of it, life is short. Don't work for clients that you're hating. If you're hating 'em, what a concept. Fire them. Money's not enough. Your life can be very blissful or a living hell based on the client that you have. Not so much the money.

I've seen too many people climb a business, build a business, build something that's amazing; huge value. But they deliver for clients that they actually hate and they wake up every day and they're like, "Oh, my gosh. I hate what I do. I hate my customer. I hate my client. I hate doing what I" ... It's not worth it. It's not worth it.

I'm not saying it's not a lot of money, but really it's not a lot of money over this dispute. 100 bucks over this whole thing? Holy crap. Here you go. Refund. I don't want you as a customer anyway. That kind of attitude? We're done, anyway. You know what I mean?

I know my stuff delivers so it's not about me getting the cash anymore. It's do you wanna go get the result? I know my product delivers. It has nothing to do with the 1000 bucks at that point, which is what I sell it for. It has everything to do with who do I want to work with and surround myself around. That routinely over and over and over again was one of the biggest things. I saw all these huge guys doing. It's not so much even more about ...

When money's no longer option. No, I mean ... is no longer the threat in your life. When money is no longer the thing you're like, "Oh, my gosh. How do I get the next piece of cash?" I get that. I get it, but take that element out. What does your life look like? Who are you around? Are you enjoying it? Are you happy? Is there stuff going ... You know what I mean? That is the long-term play for your life. That makes this whole thing worth it.

You can make cash, guys, using something like the "Expert Secrets" formula for how to create offers. That's incredible. That'll make you money. Making the money when it no longer is the issue, then it's like, "Oh, my gosh. What's the follow-up thing in my life I'm trying to solve? What's the thing? I'm wanna surround myself with amazing people. I'm wanna surround myself with people who give. I'm wanna surround myself with people who want to change the world like I do."

I wanna change the world. I don't know how. I just know I do. I'm trying to figure it on the way. Every single person who gets around me who is trying to take and always take and never give, it turns into this drag. It will slow you down. It will kill your momentum. You'll sit down and you'll ...

Guys, we had people like that several times who popped up in ClickFunnels sphere when I was over there. I can't talk about that stuff. I'm not going to, but man, we always had to take five. We would say a certain phrase, which is: "Some people's children." We would play some freaking Seven Nations Army. We'd dance around. We'd shake it off and we'd say, "My word. I hope that there are better people out there." There are. We know there are.

Honestly, I believe most people are good. I believe ... It's hurt me many times, but my attitude is innocent until proven guilty on pretty much all of humanity, all humanity. Some people ... I know it's a weakness sometimes. I've been taken advantage for it many times, but I would rather error on that side then you treat everyone like they're a contract.

You're not gonna create a real relationship with somebody by saying, "But you said this here and you said that there and you said that." What? You're gonna ... contract your way into a friendship with somebody. Come on. It's doesn't work that way. Anyway. This had nothing to do with funnels, but actually, it has everything to do with funnels.

Go build a business that you not only can make money from, but you like being in. I have never met anyone who is successful in this who doesn't marry their business a little bit. You gotta be a little bit of a monomanic so you're gonna go be a monomanic in an environment that's terrible and toxic and awful and not a fun thing? I've done that many times. It's awful and it's one of the reasons I'm so passionate about not working with people I don't want to. I don't care. I don't give a crap if you have the cash. It's no longer about that.

It's about who do want to work with? What do you want to surround yourself with? What is the environment? What are the people you want to be around? You get really serious about that. What's your environment worth to you?
I'll tell you a good environment will accelerate your success pretty much more than any course or book or anything else in your life. You'll learn how to self-teach. You'll learn how to be self-fulfilling. You'll learn how to do those things on your own because you have the environment to do them, to learn them that creates those kinds of things.

Sadly, weirdly enough, you guys, entrepreneurship is a bit of a lonely game. It can be. Very lonely. I've experienced that many times. I no longer work in an environment where there's people around me. I literally sit at home at a desk and I have to do things to create engagement and because it's a lonely game ... What?

You want the engagement that you are getting to be with things that you don't like? That's a great way to create a miserable life. I've seen it happen many times. A lot of people, they'll go make a ton of money. Then they'll turn back around and talk about how miserable they are. All right. I know everyone knows what I'm talking about. Everyone's seen that before. Everyone's done that. Anyway. I think ... saying the same thing over and over and over again, but don't be afraid to fire people and I don't mean your employees. I mean your clients. Don't be afraid to fire 'em. What's your time worth to you? Life's short. Make sure you guys live in it.

Guys, I'd rather make less money and enjoy the people around me then make tons of money and be completely miserable and lonely. All right, guys. That's all I got. Bit of a different one, but get serious about it because it's a real issue.

Donald Trump--You're fired. You're fired. You're fired. You're fired. You're fired. You're fired. You're fired. You're fired. You're fired. You're fired. You're fired.

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

Check out what 97% of American’s are thinking about before they finish brushing their teeth…

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

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

Steve Larsen: How's it going everyone? I am sitting here with one of my best friends named Colton Woods. Colton, how're you doing?

Colton Woods: Doing good.

Steve Larsen: Awesome. Thanks for being on Sales Funnel Radio.

Colton Woods: My pleasure.

Steve Larsen: Just for real here, though, Colton and I actually ... We created my very first ever successful sales funnel in click funnels was with Colton and it's when...You guys know the story I talk about where when we hid up in the box office seats, we didn't have enough money for click funnels and we hid up there and we planned out the entire business and then during the trial periods since we already planned out the whole business, the whole funnel, all the things and pieces needed with it we clicked the go button on the trial and then during those two weeks we had to go build the whole thing, get customers, and have them pay for the subscription to click funnels before it even started, which is what happened.

That was pretty crazy huh?

Colton Woods: It was awesome.

Steve Larsen: That was fun stuff, so anyway we are actually in Vegas right now and we've been pitching like crazy. It has been a whirlwind of a week I can't believe how fast paced it's been. Got here on Sunday...I just wanted to drop by kind of what's been going on but then also one of my biggest takeaways from this whole week so far.

So on Sunday I got here, and I got here Sunday evening, which was when I...I think I talked to you guys last time, I'm doing this off my phone, I don't have all my podcasting equip and that stuff but hopefully that's okay. So Sunday got here, Monday we did a...So I kind of partnered with James Smiley if you guys remember him from the B2B episode where we went through the actual B2B funnels and now he's been using them and crushing them for like five and six figure deals with funnels and things like that.

So anyways he and I decided to do a Master Mind together here in Vegas so I flew out here and then on Monday though...The Master Mind was on Tuesday, on Monday though we did a four hour one on one session with a private client, which was a lot of fun, we went deep, deep, deep into their business, the different things and we...It was really fun because we identified really quickly what the major levers were in their business that they were not successfully actually taking advantage of, you know what I mean?

The different levers like hey look if you just turn these two points, it looks like that's the only thing you need to worry about and guys that's kind of the fun part about this whole game when you get there.

I tell you guys often, I remember very clearly I was riding my bike home, it's Rexburg, Idaho if you've never been there, there's pretty much this constant flow of tumbleweeds year round it's extremely windy, and freezing and I'm glad I'm not there anymore.

But as I was riding my bike home from classes one day right, and this thought hit me, how come no one's paying me money? And I just had the sudden realizations like well because you're literally asking for money, literally nowhere, no one can even give you money anyway Steven, what are you mad about?

And I realized that I was studying marketing, and I was studying all these things, but I didn't have a business to even apply these things to, and I know some of you might be in that position. Don't get so enamored with the cool marketing tips and tricks and the cutting edge stuff but not even have a business to apply it to. You know what I mean?

That's kind of a backwards thing obviously, so anyway I'd start actually building the business if you're in that space first of all and if you are I mean awesome, awesome, but what we do and what we did is just identify, if you were to number one, walk away from your business would it stand on its own? If you can answer that question like, "Yep, it's standing on its own." Awesome, for how long? Cool so you could walk away for long? That kind of gives you an idea of how free you actually are, and start figuring out ways to replace yourself in the actual company. But then the other thing I would do is start sitting back and start realizing what are the two or three levers?

Really there's only like one or two, honestly, big levers that if I was just to go focus on just this one thing it would increase the cash in my business exponentially.

So that's what we did with this guy on Monday, and he's the man, he actually came to a FHAT event, a Fun Hack-a-Thon event several months ago so it was fun to see him again but we went and we identified...It became very clear as he was speaking what that one lever actually was, and that was one of the most interesting parts and pieces about the whole thing is that it's his business guys but we had to go help him identify what that was. The one lever, the one thing that you should go focus on that really will turn up the cash in your business and help you walk away right?

A lot of the times it needs to be pointed out to you, it's not something that you can just like, you know...Usually not always, you're usually so close to the actual product that you just have no idea what to do next, you know what I mean? So anyway, that's what we did on Monday, it was really fun, super deep dive, have a feeling you know we'll keep seeing him and anyway awesome stuff.

So Tuesday right, so anyway...Monday night, go back, I have bronchitis, I was like super sick, Colton shows up which was awesome, super fun and the very next day Tuesday is the master mind and we decided to pitch something. So I wrote an entire webinar script from scratch, top to bottom Monday night.

So we slept four hours in true funnel hiker fashion, because we were up so late getting this thing done, do the whole thing at launch today we're basically teaching for eight straight hours on stage, it's a small group so I don't know if stage is the correct term for it, it's not like there's a stage, front of the room?

It was a small group, but I was dead, oh my gosh we got to the end...Got to the hotel and just crashed, both looked at each other and were like "We don't even want to do anything else." Wednesday though, was the exact same thing so we wrote and entire new script Wednesday morning and started at like eight o'clock, and pitched it at like three o'clock brand new to room...

There's only like 30 people in the room, I thought there was going to be honestly I thought there was going to be like 60 or 70 people in the room, there was not, there was maybe 30 people. Really it was like I don't know, twenty-ish that actually got to the actual thing, I was like "Dang it."

Man that was solid days work to only pitch 20 people.

Anyway, the point is with the whole thing guys if you just hustle and you just set the date, you will find a way to get it done because you have no other option. Just like set the date, be public about it and then you will figure it out, and you'll figure it out well enough of course will it be perfect? No, but all the little things that are in there that, if you get 80% of it right, okay? And people will obsess and they won't actually get started because they think they need to be 100% right, and that's not how it works, just do the 8...

It's so 80/20 principal for getting crap done gauge is do the 80% that matters, leave the other 20% who cares? Call it character flaws and use it towards your attractive character's advantage. Okay publish about it, okay? Just get crap done, anyway so we're about to jump on an interview in five minutes.

The hotel internet was terrible so we found this cool little satellite place with a little business center with awesome internet, we're about to jump on.

I thought I'd just tell you guys what's been going on this week and I wanted to tell you one of the biggest take aways with this whole thing.

It's been interesting, I usually am not like this massive networking dude you know? I'm pretty reserved, I kind of...I'm not an introvert but I am so freaking obsessed with working it's kind of an issue, and so sometimes I don't want to go out or meet people or anything.

But it's been fun to meet all these people, I got to talk with Seth Green, which was a lot of fun got an invite from him to be on his show and a lot of other people...Anyway it's been a lot of fun guys, lot of different cool interactions, hopefully I'm okay to name drop certain things like that but anyway, it's been fun to go meet these people be hanging around them and I'm trying to do what I invite you guys all to do, which is to continue to reach two levels up, you know what I mean?

If you can think through and think, "Okay, my sphere of influence is this amount." And you won't be brand new, and you're like "Okay, that's fine." This is the same way I launched Sales Funnel Radio.

On purpose, this was a purposeful thing when I actually started this show, okay and I thought "Okay, this little tiny line represents my sphere of influence." Alright now "Look, that guy over there, he has a little bit more influence than I do, he's got a bigger list, he's got people who follow him, he's got more influence." Okay, and then "Look at that guy, he's got, whoa look at how much more influence he has."

And it's like these increasing tiers of influence, and all I did if you go think through it is I thought where I was at the time and I reached two layers of influence up. That's all I did, and I interviewed them and got them on the show. And then when it felt like I got to a different level, I reached two layers up again. Now I'm reaching higher, two layers up again and I invited them to get on the show and invited them to get on the show and this is exactly how...

Guys this podcast is going to scream past 100,000 downloads very soon here, and I wanted to do something cool for it soon, I don't know what it is but just do that, okay? So I'm excited because a lot of these connections...That's why I'm telling you this, a lot of these connections we made this week was...I think it's kind of cool because it made me realize also we're still doing that, and we reached two levels up and we did, two levels up, two levels up, and it's not like out of this huge desire to be like "Oh my gosh, I got to be the best, I got to be in front of tons of people, it's all me, me, me."

No, but I do want to get my message out to as many people as I can right? And so I need to increase my level of influence, how many people know who you are, right? It's not so much who you know, it's who knows you, you know what I mean? You've heard that term?

That's so true, so just reach two levels up, two tiers up. So anyways as we were doing this as we were going through it's been fun to be able to do that and see that, that's what's been going on around us. I just wanted to give you one cool take away also that James Smiley dropped in the middle of the Master Mind and then we got to head out here because there's an interview starting here shortly, it's kind of cool he stood up and he told us a stat.

It was a very fascinating stat, and see if it works for you because it was like 97% of Americans do this right now. He said it was a stat he said that, he said that 97% of Americans think about something that they want to buy as part of their morning routine.

Isn't that interesting? Are you on their list? That's crazy, 97% of Americans think about something that they want to buy pretty much before they're done brushing their teeth. It literally is part of their morning routine, something that they wish they were buying or something they wish they had.

People are buying more than they ever have, people are buying like crazy, it's not a secret and just think through are you constantly in front of them? Are you...Just like I was thinking through on my bike while I was riding home, I was like "Man, I'm not asking for money literally anywhere, from anybody."

Think through where you're doing that and start being more craft-fool on where you put those messages in and are you a part of...Are you standing...Because there's an onslaught of buyers you know like "Stephen I'm not making the cash I want to." Are you actually asking for cash? Go through and start asking what those things are and those pieces are and stay in front of people.

So anyways, we got to head out here but I just wanted to drop a few little things with what's been going on. It's been a fun, fast, furious week and then instead of doing the webinar on Thursday this week I'm doing it on Saturday and we're driving tons of ads to that and we're finding where all the buyers are, it's been fun guys. There's a lot going on right now and really try to hit the ground running after leaving Click Funnels and it's been working. This is only week three, it feels like it's been several months where I have been hauling so fast and it's been a ton of fun.

Anyways guys, talk to you later, go crush it.

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

Click above to listen in iTunes...

Do you KNOW the levers that are driving the offers in your industry?

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

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

What's up guys? Oh, my voice just cracked. First of all, I have bronchitis, which is ridiculous. Never had that. It's a terrible feeling, and yesterday my wife and I were talking and she's like, "Are you excited to go speak?" And I was like, "I'm excited." And we realized that I needed to leave today instead of tomorrow, for an extra thing. It's Sunday, and I usually don't travel on Sundays, but I went and actually got on a plane, and I am actually in Las Vegas right now.

I've got two speeches to write and I haven't written any of them. Two speeches to write with two other speeches besides those that are going to be unscripted. And I'm excited about that. I love the off-the-cuff ones because there's usually a lot of things that I learn while I'm talking, which is kind of weird, but anyway.

I've been going for two weeks now on my own webinar, and things are going fantastic, and I've made almost half of my year's salary in the last two weeks, which is amazing, and things are going fantastic. And I don't say that to boast or whatever, but it's going really, really well.

And I spent a ton of time mentally thinking about and crafting, and writing on whiteboards and pieces of paper all sorts of stuff that would help create and put together the sales message that would sell my product for my webinar. That took me a while.

By comparison, I am using the same webinar style format in these next two speeches, which are back-to-back here in Vegas. I'm speaking at two different places. I'm speaking four times, literally one time each day for the next four days, and I haven't written any of the speeches.

I haven't put anything together for them. And so on the flight over here, I was starting to freak out, and I was like holy crap! I've been coaching for a long time now with two comical people. This podcast ... I've spoken at many other places and many other times, both documented and undocumented. You know what I mean?

Well, I'm stressed out about it a little bit. The amount of times I've done it now is certainly something for me to fall back on, but really, it truly is the webinar script. But in the past, I still would spend two or three days running through these scripts, and thinking through the actual ... the false beliefs of the individuals that are going to be there. The stories that will help break and rebuild their beliefs. What I can give them that will help apply now to their life the new way that they see the world. Things like that.

Anyway, I'm excited, but holy crap, I literally have ... I have bronchitis. I'm taking a Z-Pak right now which is insane, and these cough suppressants that make me drowsy, and I'm supposed to think clearly in a way that lets me craft a sales message. This is the crap that you remember later on in the future, because it's not that fun right now. Oh, man. And I certainly wish that I was home, but I'm super thankful for this whole opportunity, and this is going to be awesome.

I was just thinking through how it's so funny that in every opportunity there's always ... I say this on the webinar ... every opportunity that you're given, it's an opportunity, but you also take on a lot of problems. Not crippling problems, but they can be.

They can become crippling problems...

Every time you go off to pursue something ... let's say that you're going to go off and you're going to do some crazy speaking back-to-back in Vegas, or let's say you have the opportunity to go do a webinar, or let's say you have to go do ... whatever it is, whatever it is ... let's say you've got a funnel you're trying to put together.

Opportunities, if you don't take them, they're handed off to other people. They don't leave you. Opportunities go to other people. They move on. They have this way of living and then they'll just go get manifested into someone else's life, and so you have to grab them and take onto them. But every time you do, there's the opportunity. But then there's also a whole bunch of like ... you don't just inherit an opportunity. You inherit problems.

For example, it would be an opportunity ... let's say that you have an Olympian and the Olympian is going around ... or an Olympian to be, a wannabe Olympian, someone who is just starting out. Let's say, they want to go ... I don't know ... do an Olympic event, and they've been practicing this Olympic event for ... let's say it's a sprinter. I have mad respect for that, for especially sprinters. Man, those guys are nuts. That's so, so intense what those guys do.

And they've been practicing and they've been practicing, and every opportunity comes a huge amount of problems with it. It's almost like you level up your problem set. And if you can't figure out the very basic problem of ... like the most junior league things of what I had to do with to run and sprint and learn how to do that stuff, you're not going to get to the next level.

You're not getting to the next level after that. You won't go to the next level after that. And that's exactly how business works. This is how life works in general. Any time there's an opportunity, you do not just get an opportunity. You inherit problems with it, and you will not get the actual fruits of the opportunity unless you solve the problems also. You know what I mean? It's funny to me.

I'll go out and I'll teach people or people like the Funnel Hackathon event which is happening next week. Just crazy. It's so intense right now. I'm speaking my face off right now, but I'm excited. It's going to be a whole lot of fun.

It's always interesting for me to watch. There's always a few people ... I'll go and I'll say, okay, this is what you go do. Instead of just saying, "Oh my gosh. That's really cool. Thanks for sharing that Stephen."

Every once in a while, I'll get somebody who wants to challenge it, as if I'm lying or have some motive to, which I don't know what that would be. And then they start pointing out ... instead of seeing the opportunity, they see the problems that they have to go solve, which is a good thing, but they see them in this crippling way, and then they actually never actually go get anything done, because they cannot get the past. They can't past the fact that they've got to go solve these different problems. And this is over and over and over and over.

And it makes me sad selfishly. I hate when I coach someone like that, when they just continually see all the problems in front of their face.

Yes, they'll have to solve them. Yes, they'll have to go through them. Yes, they'll have to figure them all out. But the saving grace of it is that they don't have to go through all the problems at once.

They happen one by one by one by one. And if I was to sit here ... because I'm not going to lie ... I'm stressed out. I'm a little bit freaked out about what I have to get accomplished. I basically have to write two full webinars by Tuesday. Two completely full, completely different, totally different audiences. Two totally different webinars, the full script, everything, in two days. And then I got to present them back-to-back.

That's intense, man. That's hard. But if I sit here and I think too long about it, it's stressful. It's crippling. It will paralyze me. Why? Because it's a character flaw I had to overcome. But if I sit back, let's start at square one. What are the false beliefs of the individuals there? Then I go through and I just listing a whole bunch of false beliefs and I start naming out what's the vehicle-related one, what's the internal-related one, what's the external-related one.

Then I go through and I figure out what's the combating truth, the combating story. What's the headline to that, the actual things with the actual bonus. Then we start crafting out the external stack. Once that's done, the crux of the whole thing is there, and the rest of it gets really easy. Then we're getting into slide creation.

But this part can take a while, and I'm trying to stay in my creative spot. I am tired. I'm on meds. I do not feel good right now. That's how the whole thing works, you guys. One of my favorite ... I can't remember who said it. I don't remember where it was said, but somewhere ... it's in my head somewhere that somebody said you can measure the success of an individual based on the number of problems that they have solved.

You have got to fall in love with problem solving. If you're like, "Hey, I want to go be an entrepreneur," get ready to solve a new problem every day. That's what it is. And you go look at a guy like Russell Brunson, or you go look at a guy like Frank Kern, all these ... and you see how many problems that they've solved. Not just for themselves, for other people, and that directly equates to success. It will. It can't, it can't not eventually equate to success. When all these people are like ... I've been asked many times, Stephen, how should I start? What should I do? What are the things that I should get done?

If you have no idea where to start, just go start solving problems that other people have and publish about it and document the journey along the way. That's literally what helped launch that webinar that I did. It's such a staggering amount, right out of the gates. It's killing it. It's doing amazing. You know what I mean? It's because I documented the journey of me ... I didn't even have all the problems figured out until literally I finished the webinar slides. The very first one ... two weeks ago. I finished two minutes before the webinar started. Two minutes before.

There was 170 people registered for the thing. It's amazing what ended up happening.

What I'm trying to convey here on this whole thing is that you got to understand that ... Russell always taught me that the formula, the format, that's the thing that saves you. If you're about to go on stage or you're writing a sales script or whatever it is, study formulas, study ... and I don't mean like math formulas. I never did that well with that stuff ever. But the perfect webinar is just a formula, and you start at square one.

And if you're trying to get good at a funnel, you will still have to go through ... and you're like, "Stephen, I'm not doing the webinar, I'm doing a triple high funnel." Great, great, great. You still need to incorporate these kinds of things. This is sales in general. It's not just for webinars. It's for everything. Everything where persuasion is involved.

Anyway, that's all I'm trying to share today is marry the formula of whatever profession you're trying to go for. If there's some opportunity out there you're trying to go for, understand that you're inheriting problems. But what's funny is that if you're just starting out, if there's other people who are farther along the path than you're trying to go down, there's a formula that they've mastered. Go figure out what that is. I don't care if it's a formula for going to bed early and getting up early. You know what I mean?

I don't care if it's a formula for lifting or exercise or eating or whatever it is that you're trying to go do, someone else who is further down the path figured out a pattern.

When you go model an individual to go and actually start learning from that person, what you're trying to do is you're trying to look for the model that they've been doing. You're trying to look for the pattern and I've been practicing this pattern of the perfect webinar script enough times now that I can show up two days before I need to be doing my thing and crank out two completely separate webinars.

That's what I'm trying to say here. Marry the formula. Marry it. Figure out whatever it is. And if it's not the perfect webinar formula, I feel like, oh, I'm really into underwater basket weaving. Okay, then go find the biggest guru on underwater basket weaving and go learn from that individual and sit down and start figuring out, and marry the formula. You know that thing so well.

Too many times I've noticed ... there was a guy I used to chat with a lot. He was one of my early, early, early mentors as a teenager, and he goes, "What are your goals, Stephen? What are your goals?"

I think he was the first guy to really call me Steve...

He kind of helped start that and stick that, because my parents always called me Stephen. Anyway, random. But he'd go, "What are your goals?" And I would sit there and I would think. "Do you have goals?" I'd say, "Yeah." And he'd go, "What are they?" And if I couldn't name them right off the batt, like numbers. Specific numbers. He would be like, "Oh, that's not a goal then, it's just a wish. That's not a goal. That's not your goal. Don't worry about that."

And he would discount it really, really quickly.

All he was doing, all he would be trying to do, is he was trying to tell me that I have to marry the goal.

I have got to attach myself to it in a way that it is ingrained in my brain and I dream about it and I think about it, and I can't get away from it because it is a part of me. It becomes part of my being and my fiber, and I literally embody the goal.

And it's the same thing with whatever the formula is. Whatever the formula is of the industry that you're trying to get into, 100%, you guys. You've got to get really ... and I feel like I'm saying the same thing over and over again now, and I probably am. But that's the point. Too many times I see people like, I'm building a triple high funnel. It's like, cool. What does it look like?

And they'll have no idea...

They know they need a triple high funnel, but they're not studying all the little pieces. They're not getting romantic about all the little pieces that it takes to put one together.

It is a huge brain jog to get one awesome funnel off the ground. Don't plan on a billion funnels you're trying to get out this year. Just do one. Do one amazing one. Study the formula like crazy. There's a million other places I could go spend my time and my money and my energy creating other businesses, things like that right now. I have not moved on past this webinar funnel level. And that's the reason why.

It's amazing. When I spend 24/7 of my time obsessing over a single funnel, it's amazing what happens from there. I know exactly why it's working. I know exactly why it's being successful. I know exactly the issues that it has. I understand very well where it is. But it takes that level of obsession. Don't let anybody tell you ... there's a person once that told me it's not healthy to be a mono-maniac. You got to have balance in life. That's crap. That's crap.

Whoever put the whole façade out there about it's all about life balance, it's all about ... no. Whatever the formula is of the industry you're trying to go to, figure it out, marry it, obsess over it, become a mono-maniac over it. Become unreasonable about the goal. Become unreasonable about understanding the formula and that is here you'll rise above everyone else. Because I think to have life balance. I've got to have life balance the whole way.

Okay, yeah, to some extent totally. But I've never met anyone who has ever been successful in anything who was a dabbler. You know what I mean? I've never met anyone. And it's the reason why ... in kind of a weird way, guys, I will sit there at night sometimes and I will think through the perfect webinar script. Random points of the day. And I'll sit down and I'll start thinking through, because I'm obsessed with the thing.

I know it's the tool that has made millions and millions and millions of dollars in the industry. So why would I not study it like the back of my hand? Why would I not know it as well as anything else?

That's what I'm trying to just put across here. And what's cool about it is as you study it and as you stop studying other stuff, and as you get really, really focused on just this one ... whatever the one thing is that you're trying to get really good at, and start having a not to-do list. There's plenty of things to put on a to-do list. You need to have a not to-do list. I will not do this, I will not do this.

You need to get really good at saying no. Figure out the thing you're trying to go after. Figure out the formula that some other guru out there figured out, and get romantic about the thing, guys.

Commit the whole thing to memory. Obsess over it. Become a mono-manic over it. Study like crazy. Execute, execute, execute. Execute with an expectation that you will fail your face off for quite some time. And what's cool, what starts to happen when you do that kind of stuff, when you actually come out the door, come out the gates with that kind of speed, it's ridiculous.

You'll get good, but then you'll also be able to lean on it. When opportunities start coming to you like crazy, just like I am right now. It's 10:20 at night. I've got probably another hour in me. I'm super exhausted. I need to sleep. I don't feel good. But it's the fact that I have studied this formula and I have executed it so many times now.

As much as Russell and other people? Of course not. But enough that I've developed a confidence with it, that I know I'll be able to stand up. I know I'll be able to close a good percent of the room. That comes with the practice. That comes with obsessively studying the patterns. Obsessively tearing after whatever the industries before ... whatever the gurus before in the industries have paved the path on already.

I study that stuff so that I know that I've proven ... I'm following the same path they've proven it worked, and then I want to take it farther than they did. That requires that I know what they did. Anyway. Hopefully, this episode made sense. I've been going for 18 minutes now and I wasn't planning on doing that.

But I hope that you understand that the format is what saves you in many aspects. Number one, it's what brings you the opportunity you were seeking. But number two, when opportunity starts coming to you and the market starts to see that you know what the heck you're talking about, it is the thing also that saves your butt, because you have put the time in.

Like wrestlers call mat time. You just put that mat time in. Time, time on the mat. Practicing like crazy. Getting that mat time down.

It's the same thing with funnels. Sometimes I don't need to build another funnel. I just start thinking through them. This morning, in my head, I invented a new funnel type and I was in the shower, and I was thinking through all these different cool things, and I was like, how cool it'd be if I did this, this, and this and combined these together.

And when you know the formulas that well, you can start mixing and matching recipes from different things and toss them and mash them together.

And that's all I'm trying to say. Too many times I've seen people come up and they're like I'm going to be a really good funnel building. Awesome. Have you literally been drinking all funnel-related stuff? Like no. Then change your expectations, because you're not going to be an amazing funnel builder. I am trying to be the best funnel builder in the world. Am I? I don't know. No.

But I like to think I am and I'm on my way. And I'm trying to be. And I'm calling the shot. And I'm trying my best. The pursuit of that is what's led me to what has happened, and what has led me to hang out with the people I've been able to, and is what led me to be able to do those things. That's the funny thing about it. Have I actually gotten the thing that I set out to do? No. Be the best funnel building in the world? No.

But the pursuit of it, the honest pursuit of it, and being able to document the journey on the way has allowed tons of doors to open. Don't be afraid to just do it. Don't be afraid to marry the formula. Don't be afraid to be a mono-maniac about it. Don't be afraid that other people are going to ... that's what's going to end up, you guys. You're learning so much stuff. You will gain a little exclusivity. I don't mean always in the positive way either.

Entrepreneurship can be a lonely game because of that. You're literally the only ones that understand your thing. You know what I mean?

Anyway, hopefully it made a sense. A little bit of a babble, but go figure out the formula. Cut out all other formulas. Don't worry about them. Whatever the one is that has proven to take you to the thing that you're really seeking the most. And for a while, I didn't know what that formula was.

I didn't know what ... let me say it again. I didn't know what opportunity I wanted, but I knew which formula I liked the most, which is this webinar one, which is why I chose doing it. I didn't necessarily know which opportunity I wanted to go for, which business, which thing, which funnel, which this, which that. But I loved the way the perfect webinar script and everything else was laid out, which is why I chose that one.

And I have essentially married the thing. That's why everything's happened how it's happened.

Go figure out what that is. Cut out all other options. Act like they don't even exist, and hopefully this is a ... it's kind of a cool episode. Hopefully it's awesome. I'll send another message when I tell you guys ... I'll let you guys know how it goes, and hopefully I won't be dead at that time. I do not feel good. Okay, guys. Talk to you later. Bye.

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

Got a great question from a listener about how to test that a product could do well before you enter the market…

What's going on everyone? This is Steve Larsen and you're listening to a special episode of "Sales Funnel Radio."

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

All right, guys. Hey, I am stoked about today, so, periodically ... wasn't as frequently as of late but recently I actually have been going through and I listen to a lot of the questions people are submitting on salesfunnelradio.com.

If you don't know what I'm talking about, if you go to salesfunnelradio.com and scroll down kind of at the bottom right there, there's a green button, and if you click that you can record a question to me straight off of your browser, an actual audio file. It emails that over to me and I go and I kind of vet through them to see which ones would apply most kind of the group.

Then, I can toss them out here. So, anyways, we've got one of those today though.

This is to a guy named Matt who has a special skill at the Rubik's Cube. So, anyways, I'm gonna play the question here because there's a lot of elements to this and I wanna make sure that everybody understands clearly how awesome of a position Matt is actually in this. But, I don't think he knows that.

Hey Steve, it's Matt here, hope you're well, dude. I've got a question I was hoping you could help me with. I've got an idea for a product or a company, which is teaching people how to solve the Rubik's Cube, but I don't want to be known as the Rubik's Cube guy or the puzzle guy.

Is it silly to think like that? Also, how do I know if it's a product that people actually want before I finally pull the trigger and get something out there? It's yours, dude.

Hey, Matt, thanks so much for the question. When I heard that, I think my eyes rolled back in my head and I was like, oh, yeah, this is the question. I love this question. Great, great question.

First off, just know that you guys can make a course off of anything. No joke. And it doesn't need to be ... if you got a special skill, whatever it is ... it's funny, because reading the book, like Expert Secrets, I think sometimes people might think that you've gotta be some highfalutin suit and tie-wearing briefcase-carrying expert and that's actually not true at all. I don't know if you've seen funnelhackinglive.com.

Yeah, "Funnel Hacking Live 2016" there was a guy, I cannot remember his name, but he's known as the Jump Guy, and he literally teaches people how to jump, no joke. They travel the world. He and his wife, his kids, at the time had not had a home in like five years or something like that, huge amount. Because they liked to go travel around and they live like kings and he literally teaches people how to jump.

That's what he does. And he's taken that on, he's like yeah, he's the Jump Guy. So, basketball players, athletes, whoever, if they want to learn how to jump higher he teaches them how to do that. There's a little course that he sells on it.

I'm trying to tease as many names, hopefully they're okay with me sharing these stories ... there's a lady at one of the first FAT events we ever did, the "Funnel Hackathon Event," and she was there. She was sitting kind of in the back left. I remember where she was sitting, as we were teaching, and I was on stage there and we're sharing those different strategies and stuff, she goes off and she makes like $1.3 million on like a $27 product. It hasn't even been a year.

It's been like eight months, six months, something like that. I'm not good with months. I always, always have to say the months in order by name to figure out what they are.

Anyway, so that's the whole point, though. It doesn't necessarily need to be expensive, although you certainly will ... how many $27 products do you need to sell to make a dent in your wallet? Quite a few, which is why I usually tell people to start with a thousand-dollar product. But, it doesn't need to be something ... if you see a spot where you're like, hey, I've got an expertise here. Don't feel like it's discredited because it's the Rubik's Cube guy, right?

I will tell you I still cannot solve mine. I'm holding it right now. In fact, when he first sent that first message to me I was walking home in the snow. I like that's where I was. So, I was walking home in the snow, and I was like, "Man, I would pay for your course right now. I don't know how to finish solving this thing. I can get like three-fourths of the way through and I cannot get the last, like, layer." I don't know, my head doesn't naturally work like that.

I've always wanted to learn how to do it. So, I was laughing when he said that, like, "Do you think people would pay for that? Do you think X, Y, and Z, whatever?" And Matt had reached out to me previously, so everyone knows, so I said, "Hey, would you ask that for the podcast because I think people would benefit from it?" The answer is 100%. You asked several questions there, you said I don't wanna be known as the Cube guy, Rubik's Cube guy or the puzzle guy.

I get that. That's fine. In order to create a mass movement you certainly would probably need to take on that persona just a little bit, but if you're just trying to toss something out there for some extra cash flow coming in that's totally fine, that's 100% fine.

I don't know that you necessarily need to take on, hey I'm the Cube guy, I'm the Rubik's Cube guy, the puzzle guy, but it certainly will help you the more you're wiling to do that. There are tons of YouTube videos of people trying to figure out how to do it. It's honestly one of the easiest ways to figure out if it's gonna sell really well, right. People are on YouTube for like, two reasons.

One, to be entertained and distracted and the second is like for how-to stuff, how to do this, how to fix that, it's like tutorial-based things. When I actually first started launching the product that allowed me to quit my job, that's actually one of the ways that I knew that it was actually gonna sell so well, is because there's tons of YouTube tutorials.

And, since it's such a hot, hot, hot, hot market that YouTube basically told me it was, I knew it was a safe place for me to go launch my thing in, as long as it was a new opportunity and I was following the Expert Secrets model, I would actually be able to be successful with it.

So, that's one of the easiest, fastest ways for you to actually make sure that you could actually sell with it. It's probably big enough, though. You can check out semrush.com and type in "Other Rubik's Cube people who are seeling that," I mean, there's gotta be people making several grand a month at least selling Rubik's Cube education courses. I'm sure that there are.

So, I actually don't think the question is, "Is it big enough," I think the biggest question you should ask yourself is, How will I defer myself from everybody else? How will I be different? How can I create a new opportunity out of somebody else who's teaching how to do Rubik's Cube stuff?/ somebody else who's teaching how to do something that's similar?

How can I make myself different and differentiate enough so that it feels like a brand new opportunity?

And part of that is you can just have a cooler offer than everybody else. It's not necessarily one of the strongest forms of creating a new opportunity, but by just changing up the delivery of stuff that already exists, you actually can get yourself into a new opportunity enough that you actually can create good cash flow from it.

Here's what I mean. So, I would use the Stack Slide from Expert Secrets, and the Stack Slide if you guys don't know what it is, it's kind of a model and a map for how to create new opportunities. So, what I would do is use that, and the very first step on the Stack Slide is, it's your main thing.

So, it can be an info product, right? Let's say you've adapted this course for beginners and kind of intermediary and advanced people. So, they can get in, they can do their own, wherever they are. If they know how to and they want it faster, or if they have no idea what they're doing like me, they want to get in, just kind of learn, you have a place for each one of them. So, that's kind of the first thing, is the main product.

Then, it's like a tool. What tool could you hand out to them to accelerate how they use your main masterclass? The first thing on the info product? Man, I would ship out Rubik's Cubes. Ship out a Trainer's Cube, and then also like a Speed Cube or something like that, so that people can go through and do your whole thing with them.

Then, think through, like, hey, well, what are the other beliefs someone's gonna have about this that they think that are real but that aren't? What are those things? It's pretty awesome when you start thinking through that way. First, let's think through a vehicle, okay? So, what are all the other gurus who teach Rubik's Cube stuff missing that you could go out and throw rocks at?

That's like the first question for bonus number one on the Stack Slide. You're throwing it at the vehicle that currently exists in the marketplace. What's the current vehicle? If everyone else is trying to get better at the Rubik's Cube, if everyone was trying to get out there and say, "Hey, yeah, this is the thing," what is it that you can throw rocks at to help people realize, wait a second, all these other gurus out there ... I'm shaking the cube like you can see it ... all these other gurus out there are missing this one step, these things right here.

That lets you throw a rock at the current vehicles inside the market, right? And create some product, whether it's info product or whatever, something you ship out to, maybe a workbook, or something, I don't know that lets you differentiate yourself from everything else that's available out there. It's part of the first way that you create a new opportunity.

Then he has to say, okay, internal beliefs. What are some of the internal beliefs someone has? "Oh, it's gonna take forever, oh, this is for someone who's mechanically minded, I'm not mechanically minded." You start thinking through, and if you don't know what those things are, you can either ask the market, which I certainly invite you to do, but you also probably have an idea of what the internal false beliefs are of people who want to get faster at the Rubik's Cube.

The third thing though are the external beliefs. So, external beliefs, what are the things that others would blame for reasons for not being successful? It usually has something to do with time, money, and resources. They're pointing away from themselves, "I can't do this because of that, because of that, because of that." It's no longer about themselves as much, it's I don't have the time, I don't have the money, I don't have the resources.

Usually somewhere around those three. Start thinking through what those are and that's how you put together an offer that makes you different from everybody else that's inside the marketplace and then one of the easiest ways to start testing it?

Man, I would record some super cool tutorials and I would just put them on YouTube for free, and I would see what the response is, and in the description on YouTube ... this is literally how I launched my course, by the way ... in the description I would say, "Hey, if you want more of this kind of thing, or if you want to figure out phase two," you could show them here's the fastest way to solve the first row of a Rubik's Cube, heard from a Rubik's Cube master himself, or something like that.

You go through and say, hey, look, if you want more of this go to, I don't know, solvemyrubikscube.com or I don't know, whatever your URL is, and in there, now you've captured their email address, you've qualified someone who's interested, you've qualified an opt-in, now it's time to qualify a buyer.

So, you go through and you teach them this stuff and you're teaching them for free on YouTube, then you teach them a little bit more at the beginning of a funnel, and then you say, hey, do you want this thing for, I don't know, 10 bucks, 15 bucks, and it's the full course, or whatever. But then there's an upsell, and there's a bump, and there's a downsell, and you could have this really cool tripwire funnel on the front, and quite literally be able to ... anyway.

The answer is absolutely. Absolutely. That's what I would do is I would go through and I would create it that way, and I would somehow figure how to split between ... maybe you don't have a thousand-dollar course on Rubik's Cubes but maybe it is $99. Maybe it's even $500.

I'm known to say no on price points, or to say that it won't work, or whatever, but figure out how much you do want to get paid per course, and maybe it's something like, as part of the value added, whatever, they get on with you once a week and it's a live Q&A section, group Q&A, not one-on-one, charge higher price for one-on-one, but if there's a group Q&A for like a mid-tier, mid-value ladder area that would be awesome. That would be super cool.

Because, I would love to have asked the three questions for how I was trying to solve this thing at the beginning. I kind of gave up after, like, a week. It was awesome, though. When I saw your thing, like, totally man, I would have paid for that. And you could target ads at people who are buying things at like Toys-R-Us or whatever. That certainly in my opinion, in my opinion, could totally be a viable source of cash flow, and I think could be awesome.

That's the whole point for everyone else who is listening in this. Please understand that it doesn't matter what you're an expert at. Okay?

What matter is how well you market it. I know I've brought this up before but it's a quote from Joe Polish, and Joe Polish says, "There is no relationship between being good and getting paid." There's no relationship between being good and getting paid. How many of you out there think and believe and know that you are better than most of your market at what you do?

If you're listening to this podcast I fight that probably all of you guys are better than most of the market at what you do. So, why are you or aren't you getting paid how much you think you are worth? Because of Joe Polish, he said, "There is no relationship between being good and getting paid." You can be the best coder, the best programmer, the best whatever, but that does not mean you're gonna get paid at all.

So, I love the second part of the quote. The second part of the quote is, "There is, however, a huge relationship between being good at marketing and getting paid." Go learn how to package and sell and market the thing you're good at. It doesn't matter what it is. There is most likely a market for it. What's funny is, I'm sure you guys heard the term, "The riches are in the niches." Funny enough, like, it's true. Like, what? Rubik's Cube training? Are you serious? Yeah, I'm telling you, you could make a ton of money with this stuff.

It's funny to see some of the things people come through and make a whole bunch of money on using click funnels, that come through those doors, and it's like, man, are you serious? I'm overthinking this. That guy made that kind of money with this kind of thing? That's awesome, fascinating!

Absolutely. So, think through whatever it is. Don't think your thing is too big or too small or whatever. Let the market tell you. Take your own opinions out of it, and know that you're not the one that's gonna fill your own wallet. Doesn't work that way. So, you have no idea, you have no idea. I don't care what I sell as long as it's moral and it sells. It doesn't matter to me. I'd totally start Rubik's Cube training if I knew how to do that. I have no idea how to do it, though, so tons of power to you, Matt.

Anyway, that's what I would do, though. So, gosh, 100%. Anyone else who's listening to this figure out whatever your thing is, if you're like, I still haven't started, or whatever, if you're having a hard time pinning down what that thing is, start asking people what it is that they think that you're good at. I did that for a while, literally. I was like, what am I good at? What am I good at? I did that, like, three or four years ago, and then when I finally dropped anchor, it was like, I'm gonna try to be the best funnel builder in the world. Am I? Probably not.

Of course not. But, I know I'm probably one of them, and I've worked super, super, super hard to get to that spot and develop that expertise, and there's times when I look around, I'm like, crap, I could go sell Rubik's Cube training. Did I overthink that? You can make ample money. Oh, darn it, it didn't quite put you in to a club but you made 700 grand, darn! You know what I mean?

So, don't be afraid to marry your thing. Don't be afraid of exposing what it is, and understand that there's probably people out there who are already looking for your expertise. There's probably people out there who are wanting what you do. Then figure out how to market it. It's not good enough to be good at it. You'll never get paid that way.

Funny enough, it's the reason why you can buy something on Amazon, or somewhere else and it shows up and it's pure crap. It's because they got good at marketing rather than the actual thing, which is a sad reality. That's the sad flip side of it, but that's also where the power of it lies in, what I'm trying to put across. Figure out how to market the thing.

How do you package it up? How do you sell in a way that's different than everyone else in the market that makes you unique?

Blue ocean, new opportunity, something that is not ever seen that's out there before, and it's one of the easiest ways to make a lot of money quickly, marketing a new opportunity from a submarket that you're taking one step out of. Such small risk. Just that little tiny step out, it's huge. The reason I knew I could be fine with my stuff, I did the exact same things I'm telling you to do.

All right, guys, I'll talk to you later. Hopefully, that helped and Matt, thank you so much for the question, and if you do choose to go do the Rubik's Cube thing, please let me know. I will buy it.

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

Lots going on right now. Here’s what I’m focused on for my current Product launch...

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

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

You guys, I hope the day is going great. It's an early morning here for me. My perfect day gets me up at about 4:00, and then I lift in the morning, and I go get ready and everything, and then I'm either podcasting or something here kind of early in the morning. That's kind of been my routine for the last little bit here and it's been nice, I've actually really enjoyed it.

What's funny about this morning though is I love dead lifting, that's my favorite lift, and I was pushing myself. There were man yells, I was like and I didn't realize it but my wife had gotten up also and she thought I was hurt. She was laying on the couch and she had heard me yelling in the garage. I was getting my swol patrol on baby.

I hope everyone's doing great though. I just wanted to kind of account and report for what happened last week. It was a special week, it was an awesome week. I have been waiting for the last week to happen for years. It was my first week by myself, solopreneur, which is not true, I have a team and people and I've got my own little posse now which is awesome.

Self-employed though for sure, that was the first week and it was crazy, it was total whirlwind. I started putting together a webinar and I went and I sold on Thursday, a week ago last Monday. I woke up and none of the slides were done, the funnel was barely even started, none of the pages were done, I don't even know if there were lists created for this thing.

In fact I had to go catch up and edit a whole bunch of stuff.

I pretty much started from pure scratch, and I know I talked about this a little before but I'm just super pumped about it. By Thursday I had created the slides, which I finished two minutes before the webinar. Ran downstairs, grabbed some water with the bathroom, ran back upstairs to my home office here, my home office here, tossed my computer on my stand, and did the webinar.

On the webinar we did 21 sales, and then another 16 sales in the followup sequence, which was awesome. That was the first round, round one which was great, super exciting.

Obviously now is the time for the so what? What do you do next? That was obviously to a hot list, so I was thinking on going to promote again new hot list, but this week I'm actually turning on ads. I'm getting those things started, and creating the hooks for that, and putting those things together, filming like crazy for the actual course, and it's an intense week again, a lot of stuff happening.

I'm so excited, and it was a lot of fun, and it was super, super encouraging to have that all happen. It's just nuts, again I'm not bragging or anything, I'm just pumped, I'm excited for what happened, and all those pieces that got put in place. That was well over a third of my yearly salary in three days, just nuts.

I remember four years ago my goal, you guys know how at the beginning of every year I go and set a goal. Four years ago my goal was to make $1,000 a month, and I was 37 and the single ... All I'm trying to say is it works, the stuff works. It's fun to actually be running on my own. It hurts a little bit still. I love, love working at Click Funnels, love the environment there. It's weird to be sitting in my home office by myself, which is technically a bedroom, and it's big but it's a lot of fun, but it's a little bit weird.

I am a huge, huge advocate though of different kinds of traffic. What I wanted to go through real quick is walk through what I've been doing the last four months and I know the reason that it opened up with such a big bang. There's two reasons, and the first reason was because I have been ... I know I've kind of talked a little bit about this earlier, but it sets the stage for something else.

I've been treating this a little bit like Tim Ferriss book The 4-Hour Work Week. He released his book very, very slowly over the course of a year, and that's how he put his book out there. He tested stuff slowly here and there, and here and there. That's exactly what I did for the last year and a half, two years almost.

I created a whole second podcast about it with the pure purpose of documenting the journey of me creating the thing. I mean if you haven't started anything you're in this beautiful position guys. If you're like, "I don't have the product yet." You're in an amazing spot. I almost envy the people who don't have anything started yet because of the cool position that you're in.

If you can document the journey of you creating the thing, man you've got tons and tons and tons of content to go put out there. I put 50 episodes out of this other show, 50 episodes before things ever launched. Just documenting the journey of the creation. "Hey, today I did this. Hey, today I did that."

People were falling in love with the thing I was about to sell them before I was ever selling it to them. Does that make sense? I was selling them without them knowing that I was selling it.

It's funny, between the two different audiences, I've never really sold that much stuff here on this show, but they were expecting a sale. It's a much, much smaller audience than this audience here.

It's just fascinating for me to watch the differences between the two of them and anyway, this show gets 300 to 500 downloads a dayish, somewhere around there. The other one only gets one to maybe 150, 200 ish a day, which is still not a bad size.

It's interesting to see the split between the audiences, the way I launched each one of them, the attitudes and the differences between the two. It's been fascinating to watch back and forth on that. Pretty fascinating stuff.

I am a huge fan of paid advertising. I used to think that just by ... There was a time I was getting all these sales but I wasn't spending actually any money on anything, and I thought that was a win. That was extremely juvenile of me to believe that. Instead I should want to spend as much as I can on ads and just destroy everybody else who can't pay to actually acquire a customer, that's the way to true domination with this is paid advertising.

I'm turning on, so Steven what are you doing next? This is what I'm doing next. I've done the first weeks webinar and now this week I'm doing the same thing again, but I'm turning ads on and I'm starting to get another Dream 100 package out the door.

That's what I've been doing. I started that about four months ago, and I started shipping a ton, and a ton, and a ton of stuff to just Dream 100 people. If you have no idea what I'm talking about you should definitely go read DotCom Secrets and Expert Secrets, I believe it's in both books. It's one of the only thing that's in both books. The other one has the attractive character principle.

Excuse me, so what I did is I just did a free training on this a little bit for almost three straight hours. I mean I'm not going to obviously go through this whole thing right now, but just as a quick recap over the top level ... The other guys got three hours that let's me go into a lot of detail of how I did everything and I actually peeled back all of my campaigns and all the things I've been doing because I've had authors, huge people that you all know.

Say yes to promoting my new course. Say yes to promoting the thing that's out there.

I started that four months ago, and so what I did is last Friday I was like I want to go through and actually show everyone how I did these things. It's almost three straight hours of teaching how I actually pulled off the campaigns with this thing.

What I did, step number one, was I went and I actually hired two VAs, and these VAs, they're like data scientists kind of, and I had them go through and I said, "Give me the top influencers in this industry. Give me the top influencers, I want to know who they are."

I said, "I want to know who they are, I want to know obviously their name, phone number, email, their business address, if they're selling any products online, I want to know the size of their Facebook following, I want to know the size of all their social media followings, I want to know do they have any big dominant website out there?"

It was this deep dive and they gave me way more than 100 people, way more than 100.

From those 100, from that list, I went through and I whittled down 100 people that I thought would be really, really cool to reach out to. Basically what I did is I went through and I said, "Look, let me find out a little bit about each one of these people so it's not like I'm sending the same thing to everybody."

I went through and I figured out those things, and then I created these lumpy packages, super lumpy, really bright, fluorescent colored wrapping packages. They stood out like a sore thumb. The first thing I shipped out was this little plastic microphone, and I know it was kind of junky but it was to keep it lumpy, and it was to help me, first of all, vet out to make sure that I actually had got the right addressed from all those people.

I went through and I shipped out that first batch and there was 30 that returned back, which was kind of sad but foreseeing that this might be the case, what I did is as I was dropping the Dream 100 packages into the mail, I took a picture of each individual package in a way where in the picture you could see all the other packages laying around.

They're like, "Holy crap, look at all these packages, these packages are all over the place." They knew they weren't the only one getting this. I started mailing big, big influencers a whole bunch of packages all over the place.

Those pictures that I took, just on my phone, I went back and I went onto Facebook Messenger and I sent them the picture...

I said, "Hey, just saying thanks. This is on the way to you." That was it, I'm not asking anything, I'm not asking for anything, I'm just letting them know I even exist. The letter that I wrote was awesome. I went into super detail with that with everyone, for three hours, it was kind of an impromptu training, I emailed out about it. We had about 40 ish people on I think, which is great.

It was impromptu, I sent it the same day that I was doing it, and for those of you guys who jumped on real fast you guys got the full scoop of this.

It was kind of cool because I was thinking through ... Here's what I really did is four months ago I started thinking through okay, Russell is busy and it's hard for him to give attention to each individual thing that comes through the door. I was thinking how do I open the floodgates a little?

I mean if I was to email somebody like another Russell in another industry, I do not expect that person to even get it. It's hard to get ahold of me, I know that, and I'm not nearly on the level of someone like Russell. It's challenging to get ahold of me, so it's way harder to get ahold of somebody like a Russell or a big influencer or somebody like that so that they can actually see who you are or even the fact that you exist.

I don't send emails and I know that some people defer like that and that's fine but I don't. I want to send them something that's kind of shaking right off the bat, that's kind of jarring, it's a pattern interrupt. What I thought was I got to sell this big influencer on me with the same tenacity that I sell my customers on my product. I need to sell this Dream 100 person on me. What I did was I actually wrote a webinar script for the Dream 100 group.

They didn't know that's what it was, but all I did is instead of tell it all in one shot, I flipped it on it's side so that package number one was origin story, package number two was the story of secret number one, package number three was the story from secret number two, and so on and so forth. Does that make sense?

It's origin story, that's the first package. I wrote out in a letter and told that story with something that was lumpy in there that I could tie into that was slightly cheesy but then also showed them that this wasn't a generic message.

It worked, it worked, and I had people right off the bat reply to me. Not a ton, these are big influencers, but I had two or three reply back and that's great, that's great, that's a success with huge influencers like that. I know that if they just name drop me just a little bit it gets my stuff all over the place.

They get affiliate commissions on something that's converting well and I get to put my stuff out to their list.

The next package I put out was just the story of secret number two from the webinar. The next one is secret number ... I'm sorry secret number one, then secret number two, secret number three, and then finally on the fifth package which is going to go out here in a little while. I paused it for a little bit for a specific reason, just talked about that on the free training I did on Friday.

I paused it for a specific reason I won't dive into here. Everything's going great though, I paused it for other stuff, external things. That's more of how I've been doing the Dream 100 stuff. What's cool is that guys, the perfect webinar script is designed to break and rebuild belief patterns for your customers about your product and you.

I was like, I got to do the same thing to these big guys right? I don't know most the people who reach out to me and that makes me sad, I wish I did, but how do I quickly vet through the people that I want to work with? How do I do that?

I'm not nearly on the level of the people that I'm reaching out to and I'm going out and I'm saying, "Hey, I know you have no idea who I am. Why don't you come promote my thing."

It's like come on, that's from left field, it's almost offensive to come right off the bat and just start asking for the sale like that. That's like dating somebody and asking for marriage the same date, very first date, first date. That make sense?

That's what I've been doing though. Package one, two, three, four, and then package five is me asking for the "sale", which is basically me talking about the affiliate program, it's talking about other people I've been promoting with and for and things like that, and it's been cool to do it that way.

By package two suddenly people, and it was a super cool thing, people were actually writing letters back. Big guys writing letters back saying, "Hey yes, oh my gosh this is so freaking cool, awesome, this is awesome." Then package number three someone it was something that you could wear.

These guys, these huge guys were putting the thing on, taking pictures of themselves and sending it back to me because I kept sending back the pictures over social media.

What was cool about that is that some of those addresses on the original package group that I sent out were not correct, but what it let me do is the people who were still interested, I gave them anticipation, and then they turned around and said, "That address isn't right", or whatever.

Suddenly I got the right address and was able to re-ship stuff out to them. Does that make sense? It's huge to do it that way, super awesome. They're like, "Wait a second, what is this? What is this?" You know that it's been proven that if you're going to go on a vacation, the level of anticipation for the vacation can be equal to if not more, being more excitement, and more adventure, and more awesome feelings as the same amount you'll get on the vacation itself.

The level of anticipation and the feeling you get can be equal to if not more than what you'll actually feel on the vacation itself. It's like taking two vacations guys.

If you can set anticipation up correctly, set it up in the right way, it's one of the nine mental triggers from the book Launch from Jeff Walker. Another one is Reciprocity, so I'm sending them all this stuff.

I'm not asking a thing from them for a while, for packages and packages and packages. It's not expensive, these things are only $8 to $12 maybe per package, there's 100 of them on there, and guys it's amazing what that does.

I was teaching a FHAT event once, funnel hackathon event, it was day three and I invited the man Dave Woodward, I look up to him like crazy, another mentor of mine almost. I really look up to him a lot.

He came in and he runs the affiliate and Dream 100 stuff at Click Funnels.

We interviewed him and people talked with him on stage there. He went through and he started showing some of the packages of what promoted the launch of expert secrets. He went through and started talking about that. People asked, "Hey how much are these packages that you guys are sending out?" Dave's like, "Hey about $25, but they're each bringing in an average of thousands and thousands of dollars."

People are like what? That's kind of what I want to get across is if you guys aren't actually actively creating relationships with people, you can't build the product, have it be done, and then start working on Dream 100 stuff.

It's not that you can't, so let's say you did do that, but man it is so much more effective to actually go out and have a group of people wanting to promote your thing or at least knowing who you are at the time of the launch. That's the benefit of where I am right now with my own thing.

Last week I sold to a hot audience. I'll do it again this week, but we're going to turn on ads but I don't like to actually just depend on ads, I want to make sure that I'm going through and going where the communities are that already exist.

Where are the other people who could benefit from the thing that I'm selling also, who owns those lists? Let's go through and promote with them. Does that make sense?

Massive, massive, massive, huge guys, massive stuff like that because you could spend a ton of time creating the river or just go find the places where there already is a river. You go find the place. Instead of just digging around all over the place, in random places, or maybe there was a river there, you're going back and you're saying where do the rivers actually exist?

Chances are someone owns the river. Well how do I get in? How do I get buddy, buddy with that person? Mark Zuckerberg owns this massive river called Facebook. In order to get in good with Mark he just asks for a little fee for ads. Man, there's other rivers, there's other places, there's other places that have ... It takes a lot of time, money, and energy to actually create an audience, to create a river.

Whenever I see somebody who just does ads alone and not Dream 100 stuff I'm like man, it's not that that's wrong, it's that there are these places that already exist that are probably prime for what you're doing. Don't just lean on ads alone. You go and you actually create relationships and start leveraging what's already out there.

That was 20 minutes of dump. I hope that that's okay. There wasn't much of a story with that, it was more tactile, but hopefully it clears up some of the issues of I see people doing Dream 100 stuff or not, or they get confused with it. I don't totally know why people don't actually go do it.

It's one of the most beneficial things, beneficial activities, massive, massive output for the amount of time you actually put in. I hope that everyone takes it seriously and actually does it because it's a big, big deal, it's a huge deal of what it does for the business, what it does for your credibility.

When somebody's who's on a higher influence level than you are reaches down and says, "Yes, that's great," and drops it on out, not only does it validate you to your people, it validates you to all these other influencers. Now you can go to them say, "Hey look, I did this webinar, I did this JV."

Whatever you did, with this guy, and this guy, and this guy, and they're like wow. Well that guy over there wasn't dumb so you must have something to toss them and then it starts opening the door for all these other people. I'm about to drop the next package here and I'm excited for what it is.

I think it's going to rock some boats a little bit, which I'm excited about, it's meant to. Anyway, great stuff. Please take that more seriously if you haven't and start thinking through where the traffic streams currently exist so you're not have to feel like you're creating one from scratch, that takes forever. All right guys, I will talk to you later, bye.

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