I believe that there are three major roles in every business.
They all work together and they all talk together, but they are three VERY different systems.
Last week, I shared WHY building funnels for other people used to freak me out…
The worst thing I could ever do is…
… and they do NOTHING with it.
If I cannot engineer success into those who I'm selling, I should not sell to them.
But now, I’ve reached a point at which I’m finally happy to say…
I’m officially building people's funnels.
But I can ONLY do it because of the fulfillment systems I’ve set up - that practically *FORCE SUCCESS*
I’ve found a NEW way to blend the Done-For-You and the Done-With-You worlds.
So…
It's been under some VERY strict guidelines that my offer evolved and I’m about to give you a sneak-peek 😉
(... and you’ll discover WHY funnels are like Michael Bublé???)
MY OFFERLAB PRODUCT FULFILLMENT
If you want to join My OfferLab, there are #2 things you need to understand…
Not that you need to be a Steve Larsen, eyes massive, yelling around all over the place funnel freak…
Like, "No, no, no, no, no. Let me be ‘the nerd’. Let us be the nerds, but you still gotta be involved.”
The reason I'm bringing this up is 'cause there are A LOT of people who jus sell and sell…
And then they wonder why their business died???
A: They didn’t get any actual success stories for people that they're were selling to.
That's my *NIGHTMARE*
I'd rather be more strict and let fewer people in - and then, have a higher success rate.
So when someone walks up to me and asks, "I want you to build my funnel."
I'm like, "Sweet!"
And then I send them to my funnel.
THE #3 ROLES IN EVERY BUSINESS
We spent ages building the OfferLab funnel - it’s one of my favorite funnels EVER and I’m gonna explain to you WHY this is such a BIG deal.
Now, there are a lot of varying opinions on what I’m about to say next and they're all true, depending on the lens you're looking through…
So the first thing is you have to understand is that…
I believe that there are three major roles in every business.
(…. now, of course, there are in-between roles, and there are micro roles of that role, and you can go as far with this as you want!)
But these 3 roles are the reason that funnels work for EVERY business...
Now, you're like, "Man, that is really, really simple, Stephen."
And, Yep, you’re right, it is!
So here’s a question for you...
Q: Guess which part of these #3 roles a funnel is involved in?
A: All of them!
And you can automate ALL of those pieces - especially with ClickFunnels.
...but they're three very different systems.
Okay, check the first part is this...
PHASE #1: LEADS
Can you imagine the terror that would be around in my life if I did not have a system around fulfilling?
We had 70 people join OfferLab at OfferMind…
70 people = 70 funnels.
Most people have never thought about building that many funnels - so I have to have a system around that.
I've had A LOT of fun doing this program with A LOT of amazing people already.
Anyway…
And of course, “It is Monday, Baby!!!”
I like Trello as a project management tool but it's too breakable.
I like Monday because it's harder to jump off or break as a user - there are less moving parts in Monday.
I use Monday to manage…
People get so jacked up with this game 'cause they're like, "I built the funnel."
But because they don't think of Leads/ Sales/ Fulfillment in terms of three separate individual events - they get kinda messed up.
It can ALL be in ClickFunnels or whatever, but there are still three separate phases in the sales cycle.
Now, I'm telling you, don't apply to My OfferLab unless you're actually serious... or if you want us to be calling you - because we're gonna, okay?
I'm going to share my screen real quick…
This is probably one of my favorite funnels we've ever built ever - it's so incredible.
So we have...
The biggest thing I can do in this first phase is to work on my follow-up systems.
So I have an eight email series that teaches them really powerful, cool stuff over the next eight days and reminds them to come back and finish the application.
So that's the funnel - that's my system for the lead in this scenario.
PHASE #2: THE SALES SYSTEM
Sooo…
Q: What happens when someone actually fills out the APPLICATION page?
A: I like to use a thing called Pipedrive - which is similar to Trello, but it's meant specifically for my program director.
When somebody applies, you see real live applications that have come in here in the past a little bit.
Inside Pipedrive, there are different categories…
... and then there's ONE more that I'm NOT gonna share with you 😉
.
But Pipedrive is NOT just to track our sales, it’s also a CRM that contains...
All the program details and EVERYTHING you’d expect an admin to keep track of per client is kept under the customer’s individual profile.
So we actually track each individual lead as it progresses left to right, from lead to onboard.
When a NEW person hits the onboard queue, Austin gets a message that says, "So and so would like to join the program and they've paid."
Here’s what happens next...
We have a locked internal page that no one except us knows the URL to - when we add their email - it automatically fires this big long string of things - which automates a HUGE portion of our fulfillment.
It's an internal funnel.
I started building internal funnels at ClickFunnels for the FHAT Event.
We'd sell a plac and then fill out an internal form that would…
Before I was a funnel builder, my job was to go in and build product processes for other companies - it’s one of the ways I made money in college when my funnels weren't working yet.
I used to tie software together for other companies.
So that's the marketing fulfillment, but now I need to go in and I need to actually fulfill for real inside of Monday.
PHASE #3: THE FULFILLMENT SYSTEM
Q: How am I gonna track each individual person as they go?
I am NOT gonna share a lot of this part with you…
So underneath the Program Admin Tab (on the left side) is all the stuff that we would need from an individual person…
And on the right side, we track if something is…
This is our master copy - so we clone the master and there's a whole bunch of other fields that we fill out…
This is all the stuff that we ask during the onboarding call.
I love the info products space - but one of the BIGGEST issues is that people don't track where their people are.
INFO - PRODUCT FULFILLMENT
When it's time to actually start building their funnel, we have individual people with their specific agencies and roles….
(…. we have a HUGE huge checklist.)
The checklist allows me to tie multiple people's agencies together in my process.
I'm having them conform to how I know the funnel is best built.
And then, once we start building the funnel, the client’s ONLY focus is to go do the third thing - which is campaigns.
We need to know their message and their offer + a lot of other things that we ask them.
And then once we start building their funnel, they don't just sit back. I teach them how to launch something.
And then they get assigned to a specific launch person.
Guys, I did EVERYTHING I can to force someone to be successful with this!!!
There are actually four specific people I like to listen to, follow, or outsource completely to - and I brought them into the program.
And I hand people off to them as part of the program to *FORCE SUCCESS*
I got so tired of people saying…
I can't either, man.
Let me go get the person I use, here you go.
Don't even worry about it - I got you the person that does that too. Bam! Part of the program. Just sign here. She's gonna come in hook you up with sweet people.
Yeah, I know. It's a pain in the butt. If you don't wanna be a freak of nature, like myself, which I encourage you to not be, you should do the ‘WHO’, not the ‘HOW’…
“Here's who I use for my content - by the way, he's gonna go create your podcast intro for you, as part of the program itself. Boom! “
And so we take this thing that was extremely convoluted and all over the place…
And with the power of processes in these three key areas, we actually make it so that not only can I sell somebody…
Our fulfillment is airtight and there’s personal hand-holding through the program.
The member’s area is NOT just for general education, they filling out a specific form they get access to at the beginning - so that they can send over all the stuff that our funnel team needs.
But then once the funnel team's running, that's NOT why they have success.
IT’S NOT JUST A FUNNEL...
Q: You know you can make money without ClickFunnels, right?
Oh, I said it! I mean, it sucks doing it that way - #UseClickFunnels.
BUT…
The funnel isn't WHY you make money.
The funnel is like a catcher's mitt catching the ball - something still has to throw the ball.
So while my funnel team is building the funnel (building the catchers mitt), I teach…
Or…
That's WHY it's OfferLab is explosive.
It's because of the process that we take somebody through.
And one of the BIGGEST Key Takeaways I wanna drop is this…
Processes are stronger than talent - a system is stronger than talent.
BUILDING MY DREAM CAR & SYSTEMS
I won the Dream Car Award - so I got myself a Toyota Tundra...
Q: How can Toyota, (when they're building their awesome, sweet, new Tundras), take somebody who's just out of high school and put them on an assembly line to help build the truck?
A: It's because they have airtight, insanely simple, ‘anyone can use it’, ‘turn this lever’ systems.
I'm not trying to belittle it, but you understand, I'm trying to show you the power of it.
When you're building these funnels, understand that the funnel truly is NOT the business.
The funnel is the revenue system, you still have to build the business.
For, we pretty much, the last two weeks Austin, Coulton and myself have been trying to BREAK THE SYTEMS WE’VE BUILT to making sure that the fulfillment on my team and my funnel team is airtight…
So now for a very open shameless plug…
If you’d like me to build your funnel - I can now do that for you.
But there’s a lot that goes behind it - it’s not just a stupid dumb Done-For-You service.
So head over to myofferlab.com if you’re interested.
It’s a super passion-filled thing for me.
And, finally…
ARE YOU AN UNDISCOVERED MICHAEL BUBLÉ?
I was driving my kids around looking at Christmas lights…
I'm a goofy dad, and so we had Michael Bublé playing - I was going nuts on them singing at the top of my lungs "Jingle bells," and they were like, "Daddy!"
Anyway...
I was driving up this hill thinking "Man, Michael Bublé's got some mad pipes. That's some really good singing - he’s so talented."
And then I was like, "I wonder how many other amazing, talented singers are out there that are better than him, but we'll never know about because they have no idea how to get the noise around of their own talent?"
You know what I mean?
They're so good, they could be better than Michael Bublé, and we'd have no clue 'cause they don't know how to market themselves.
It’s the same with funnels…
Once you're good enough at your thing for it to be sellable, your role changes.
Keep doing the things that get you to awesome, but then, you gotta get into…
I think of it like wings on a plane...
Sales are the fuselage and there’s a wing on one side for the leads, got another wing on the other side for the fulfillment, so it all flies together as a plane - but without one part, it all sucks.
Alright, I'm gonna stop ranting.
Let me know if you have any questions …
But that’s how we built the fulfillment behind OfferLab.
It looks complicated, but it is not.
It's funny because I've heard a lot of people say in the past, "Your solution should be simple."
Tell that to Henry Ford!!!
While driving a car is simple, under the hood is NOT that simple, and the same thing is true for anything that's simple in life.
Usually, it's complexity that creates simplicity for the end-user.
So I feel like we've built an engine, but for the individual drivers throughout the whole funnel process - their process is so simple...
… they’ve just gotta click and drag.
I hope to see you guys inside of OfferLab.
Alright!
I've been asked, "Steve, you were the lead funnel builder at ClickFunnels, why aren't you offering a funnel building service for people in businesses?"
Okay, that's a fair question.
Check this out…
Back in early 2016 when I joined ClickFunnels as an employee, there were only about 12,000 users of ClickFunnels compared to the 100,000 now.
And there were only like 40 employees compared to the 400 that there are now.
Okay? What does that mean?
It meant Russell and I were literally the only funnel builders *period*.
...it was literally just he and I.
About a year into my employment at ClickFunnels though, other funnel building team members started getting hired, we finally had a copywriter, a designer, etcetera.
It changed my whole world as we now had a funnel team.
So before I offered funnel building services, I wanted to make sure I could not only find my team but that it was also air-tight.
What I did not tell you, and what I've NOT been public about was that my team has already been building funnels for other people for over a year now...
... and so finally, I will tell you that we are ready.
We've been building other sales funnels for a while, I just have not announced it until now.
If you want me and my team to build your company a professional sales funnel, come get more info at myofferlab.com.
Make sure you use the “MY” … myofferlab.com.
It comes with a live three-day event just with me, so I can teach you
….as well as a year of coaching from myself and my staff.
Get more information and apply at myofferlab.com.
When you think about it, all businesses need to be able to do three things…
And your professional business needs a professional core offer and funnel to deliver it.
We've already been doing this for a year with students who have businesses that are…
...you get the point?
Not only will we build the funnel, but I’m also actually going to hook you up with the very people that I use to send various types of traffic to my own funnels.
I want you to be taking care of post-funnel build.
If you're tight on money, it's totally fine - we have various payment and funding plans which are also available.
Come learn more and apply at myofferlab.com.
Just be aware that we're actually building you a professional sales funnel, and my team and I actually have very limited capacity in what we can handle monthly.
So skip the line of people shouting the most popular question I'm asked which is, "Steve will build my funnel?"
The answer finally is, "Yes," just go start at myofferlab.com now.
"product fulfillment" "business systems" "business systems and processes" OfferLab, My OfferLab
I believe that there are three major roles in every business.
They all work together and they all talk together, but they are three VERY different systems.
Last week, I shared WHY building funnels for other people used to freak me out…
The worst thing I could ever do is…
… and they do NOTHING with it.
If I cannot engineer success into those who I'm selling, I should not sell to them.
But now, I’ve reached a point at which I’m finally happy to say…
I’m officially building people's funnels.
But I can ONLY do it because of the fulfillment systems I’ve set up - that practically *FORCE SUCCESS*
I’ve found a NEW way to blend the Done-For-You and the Done-With-You worlds.
So…
It's been under some VERY strict guidelines that my offer evolved and I’m about to give you a sneak-peek 😉
(... and you’ll discover WHY funnels are like Michael Bublé???)
MY OFFERLAB PRODUCT FULFILLMENT
If you want to join My OfferLab, there are #2 things you need to understand…
Not that you need to be a Steve Larsen, eyes massive, yelling around all over the place funnel freak…
Like, "No, no, no, no, no. Let me be ‘the nerd’. Let us be the nerds, but you still gotta be involved.”
The reason I'm bringing this up is 'cause there are A LOT of people who jus sell and sell…
And then they wonder why their business died???
A: They didn’t get any actual success stories for people that they're were selling to.
That's my *NIGHTMARE*
I'd rather be more strict and let fewer people in - and then, have a higher success rate.
So when someone walks up to me and asks, "I want you to build my funnel."
I'm like, "Sweet!"
And then I send them to my funnel.
THE #3 ROLES IN EVERY BUSINESS
We spent ages building the OfferLab funnel - it’s one of my favorite funnels EVER and I’m gonna explain to you WHY this is such a BIG deal.
Now, there are a lot of varying opinions on what I’m about to say next and they're all true, depending on the lens you're looking through…
So the first thing is you have to understand is that…
I believe that there are three major roles in every business.
(…. now, of course, there are in-between roles, and there are micro roles of that role, and you can go as far with this as you want!)
But these 3 roles are the reason that funnels work for EVERY business...
Now, you're like, "Man, that is really, really simple, Stephen."
And, Yep, you’re right, it is!
So here’s a question for you...
Q: Guess which part of these #3 roles a funnel is involved in?
A: All of them!
And you can automate ALL of those pieces - especially with ClickFunnels.
...but they're three very different systems.
Okay, check the first part is this...
PHASE #1: LEADS
Can you imagine the terror that would be around in my life if I did not have a system around fulfilling?
We had 70 people join OfferLab at OfferMind…
70 people = 70 funnels.
Most people have never thought about building that many funnels - so I have to have a system around that.
I've had A LOT of fun doing this program with A LOT of amazing people already.
Anyway…
And of course, “It is Monday, Baby!!!”
I like Trello as a project management tool but it's too breakable.
I like Monday because it's harder to jump off or break as a user - there are less moving parts in Monday.
I use Monday to manage…
People get so jacked up with this game 'cause they're like, "I built the funnel."
But because they don't think of Leads/ Sales/ Fulfillment in terms of three separate individual events - they get kinda messed up.
It can ALL be in ClickFunnels or whatever, but there are still three separate phases in the sales cycle.
Now, I'm telling you, don't apply to My OfferLab unless you're actually serious... or if you want us to be calling you - because we're gonna, okay?
I'm going to share my screen real quick…
This is probably one of my favorite funnels we've ever built ever - it's so incredible.
So we have...
The biggest thing I can do in this first phase is to work on my follow-up systems.
So I have an eight email series that teaches them really powerful, cool stuff over the next eight days and reminds them to come back and finish the application.
So that's the funnel - that's my system for the lead in this scenario.
PHASE #2: THE SALES SYSTEM
Sooo…
Q: What happens when someone actually fills out the APPLICATION page?
A: I like to use a thing called Pipedrive - which is similar to Trello, but it's meant specifically for my program director.
When somebody applies, you see real live applications that have come in here in the past a little bit.
Inside Pipedrive, there are different categories…
... and then there's ONE more that I'm NOT gonna share with you 😉
.
But Pipedrive is NOT just to track our sales, it’s also a CRM that contains...
All the program details and EVERYTHING you’d expect an admin to keep track of per client is kept under the customer’s individual profile.
So we actually track each individual lead as it progresses left to right, from lead to onboard.
When a NEW person hits the onboard queue, Austin gets a message that says, "So and so would like to join the program and they've paid."
Here’s what happens next...
We have a locked internal page that no one except us knows the URL to - when we add their email - it automatically fires this big long string of things - which automates a HUGE portion of our fulfillment.
It's an internal funnel.
I started building internal funnels at ClickFunnels for the FHAT Event.
We'd sell a plac and then fill out an internal form that would…
Before I was a funnel builder, my job was to go in and build product processes for other companies - it’s one of the ways I made money in college when my funnels weren't working yet.
I used to tie software together for other companies.
So that's the marketing fulfillment, but now I need to go in and I need to actually fulfill for real inside of Monday.
PHASE #3: THE FULFILLMENT SYSTEM
Q: How am I gonna track each individual person as they go?
I am NOT gonna share a lot of this part with you…
So underneath the Program Admin Tab (on the left side) is all the stuff that we would need from an individual person…
And on the right side, we track if something is…
This is our master copy - so we clone the master and there's a whole bunch of other fields that we fill out…
This is all the stuff that we ask during the onboarding call.
I love the info products space - but one of the BIGGEST issues is that people don't track where their people are.
INFO - PRODUCT FULFILLMENT
When it's time to actually start building their funnel, we have individual people with their specific agencies and roles….
(…. we have a HUGE huge checklist.)
The checklist allows me to tie multiple people's agencies together in my process.
I'm having them conform to how I know the funnel is best built.
And then, once we start building the funnel, the client’s ONLY focus is to go do the third thing - which is campaigns.
We need to know their message and their offer + a lot of other things that we ask them.
And then once we start building their funnel, they don't just sit back. I teach them how to launch something.
And then they get assigned to a specific launch person.
Guys, I did EVERYTHING I can to force someone to be successful with this!!!
There are actually four specific people I like to listen to, follow, or outsource completely to - and I brought them into the program.
And I hand people off to them as part of the program to *FORCE SUCCESS*
I got so tired of people saying…
I can't either, man.
Let me go get the person I use, here you go.
Don't even worry about it - I got you the person that does that too. Bam! Part of the program. Just sign here. She's gonna come in hook you up with sweet people.
Yeah, I know. It's a pain in the butt. If you don't wanna be a freak of nature, like myself, which I encourage you to not be, you should do the ‘WHO’, not the ‘HOW’…
“Here's who I use for my content - by the way, he's gonna go create your podcast intro for you, as part of the program itself. Boom! “
And so we take this thing that was extremely convoluted and all over the place…
And with the power of processes in these three key areas, we actually make it so that not only can I sell somebody…
Our fulfillment is airtight and there’s personal hand-holding through the program.
The member’s area is NOT just for general education, they filling out a specific form they get access to at the beginning - so that they can send over all the stuff that our funnel team needs.
But then once the funnel team's running, that's NOT why they have success.
IT’S NOT JUST A FUNNEL...
Q: You know you can make money without ClickFunnels, right?
Oh, I said it! I mean, it sucks doing it that way - #UseClickFunnels.
BUT…
The funnel isn't WHY you make money.
The funnel is like a catcher's mitt catching the ball - something still has to throw the ball.
So while my funnel team is building the funnel (building the catchers mitt), I teach…
Or…
That's WHY it's OfferLab is explosive.
It's because of the process that we take somebody through.
And one of the BIGGEST Key Takeaways I wanna drop is this…
Processes are stronger than talent - a system is stronger than talent.
BUILDING MY DREAM CAR & SYSTEMS
I won the Dream Car Award - so I got myself a Toyota Tundra...
Q: How can Toyota, (when they're building their awesome, sweet, new Tundras), take somebody who's just out of high school and put them on an assembly line to help build the truck?
A: It's because they have airtight, insanely simple, ‘anyone can use it’, ‘turn this lever’ systems.
I'm not trying to belittle it, but you understand, I'm trying to show you the power of it.
When you're building these funnels, understand that the funnel truly is NOT the business.
The funnel is the revenue system, you still have to build the business.
For, we pretty much, the last two weeks Austin, Coulton and myself have been trying to BREAK THE SYTEMS WE’VE BUILT to making sure that the fulfillment on my team and my funnel team is airtight…
So now for a very open shameless plug…
If you’d like me to build your funnel - I can now do that for you.
But there’s a lot that goes behind it - it’s not just a stupid dumb Done-For-You service.
So head over to myofferlab.com if you’re interested.
It’s a super passion-filled thing for me.
And, finally…
ARE YOU AN UNDISCOVERED MICHAEL BUBLÉ?
I was driving my kids around looking at Christmas lights…
I'm a goofy dad, and so we had Michael Bublé playing - I was going nuts on them singing at the top of my lungs "Jingle bells," and they were like, "Daddy!"
Anyway...
I was driving up this hill thinking "Man, Michael Bublé's got some mad pipes. That's some really good singing - he’s so talented."
And then I was like, "I wonder how many other amazing, talented singers are out there that are better than him, but we'll never know about because they have no idea how to get the noise around of their own talent?"
You know what I mean?
They're so good, they could be better than Michael Bublé, and we'd have no clue 'cause they don't know how to market themselves.
It’s the same with funnels…
Once you're good enough at your thing for it to be sellable, your role changes.
Keep doing the things that get you to awesome, but then, you gotta get into…
I think of it like wings on a plane...
Sales are the fuselage and there’s a wing on one side for the leads, got another wing on the other side for the fulfillment, so it all flies together as a plane - but without one part, it all sucks.
Alright, I'm gonna stop ranting.
Let me know if you have any questions …
But that’s how we built the fulfillment behind OfferLab.
It looks complicated, but it is not.
It's funny because I've heard a lot of people say in the past, "Your solution should be simple."
Tell that to Henry Ford!!!
While driving a car is simple, under the hood is NOT that simple, and the same thing is true for anything that's simple in life.
Usually, it's complexity that creates simplicity for the end-user.
So I feel like we've built an engine, but for the individual drivers throughout the whole funnel process - their process is so simple...
… they’ve just gotta click and drag.
I hope to see you guys inside of OfferLab.
Alright!
I've been asked, "Steve, you were the lead funnel builder at ClickFunnels, why aren't you offering a funnel building service for people in businesses?"
Okay, that's a fair question.
Check this out…
Back in early 2016 when I joined ClickFunnels as an employee, there were only about 12,000 users of ClickFunnels compared to the 100,000 now.
And there were only like 40 employees compared to the 400 that there are now.
Okay? What does that mean?
It meant Russell and I were literally the only funnel builders *period*.
...it was literally just he and I.
About a year into my employment at ClickFunnels though, other funnel building team members started getting hired, we finally had a copywriter, a designer, etcetera.
It changed my whole world as we now had a funnel team.
So before I offered funnel building services, I wanted to make sure I could not only find my team but that it was also air-tight.
What I did not tell you, and what I've NOT been public about was that my team has already been building funnels for other people for over a year now...
... and so finally, I will tell you that we are ready.
We've been building other sales funnels for a while, I just have not announced it until now.
If you want me and my team to build your company a professional sales funnel, come get more info at myofferlab.com.
Make sure you use the “MY” … myofferlab.com.
It comes with a live three-day event just with me, so I can teach you
….as well as a year of coaching from myself and my staff.
Get more information and apply at myofferlab.com.
When you think about it, all businesses need to be able to do three things…
And your professional business needs a professional core offer and funnel to deliver it.
We've already been doing this for a year with students who have businesses that are…
...you get the point?
Not only will we build the funnel, but I’m also actually going to hook you up with the very people that I use to send various types of traffic to my own funnels.
I want you to be taking care of post-funnel build.
If you're tight on money, it's totally fine - we have various payment and funding plans which are also available.
Come learn more and apply at myofferlab.com.
Just be aware that we're actually building you a professional sales funnel, and my team and I actually have very limited capacity in what we can handle monthly.
So skip the line of people shouting the most popular question I'm asked which is, "Steve will build my funnel?"
The answer finally is, "Yes," just go start at myofferlab.com now.
Here's a walkthrough of how my offer evolved after something I realized while building funnels for Russell (and his clients)...
Fulfillment is NOT one of the pieces that’s often exposed in a marketer's world.
We MUCH prefer to talk about something that (on the surface) can seem waaay sexier…
Have you guessed???
Yes, marketers LOVE…
And MORE SAAAALES!
But the reality is…
If you don't have great fulfillment - you’ve got a short road ahead of you.
This all dates back to my ClickFunnels days - you may have heard the story, but *Listen Up* ‘cause I want you to understand where this epiphany came from…
MY OFFER CREATION #RUSSELL’SWATCHINGME
I remember sitting with Russell as he coached his Inner Circle…
We were in the old office where we sat almost back-to-back…
We were a little bit off-center, but we were only feet away…
I had two monitors…
And on the left one, (if we both had nothing on the screen) ...his face would reflect off of his monitor onto mine…
Straight into my face!!!
I always tried to keep something on the screen - so that Russell wasn't looking at me.
I mean, what would you do if you were sitting right next to that guy???
...it was stressful for me for a little bit.
Anyway, when Russell was coaching his inner circle - they were usually nine hours burner days.
He coached really hard…
Eventually, he sat back, muted the mic, turned off the video, and took a deep breath.
I was like, "How are you doing, man?"
He's like, "That was A LOT!”
I was like, "Yeah, and you're still going... It's funny man, you're saying the same thing to every single person!"
And he goes, "I know, isn't that crazy?"
I said, "Yeah, it is crazy. Every business is pretty much the exact same."
(That's what really helped me realize that this works for every business. I was listening to him coach, pretty much every business scenario you could think of)
So we decided to create a program where, instead of getting bits and pieces of Russell's brain, there was a sequential order.
I spent six months going through 12 years of Russell's material…
Last Funnel Hacking Live, (maybe it's two ago)???...
Russell screenshotted my spreadsheet - it was HUGE!!!
It was five full *very small font* spreadsheets - which actually became the basis of the first Two Comma Club coaching program…
I was the only coach for 675 students...
For a whole year, I worked with the students.
And as part of their membership, they came to a three-day live event.
Now, I'm telling you this because this LIVE EVENT very much influenced the way I do OfferLab today.
(... and if you don't know what OfferLab is, I'll tell you in a second.)
So what happened is…
I've ALWAYS had this itch to get on stage (I even dream about it)...
So I asked Russell, Please put me on a stage!, I really wanna do the 3-day event."
And he's like, "Okay, sounds good."
We decided that he would teach the first time - so that he could test all the material... and then I would teach all the follow-up events.
And so that's exactly what happened.
Russell taught the first event and tested all the material - then I taught the others - it was a lot of fun.
(Russell and I talk about how we ran the FHAT events together in the NEW rewrite of Expert Secrets.)
People paid 18 to 30 grand-ish, (something like that), to be in the room for three days.
And the focus was on webinars.
I know that there's all this disbelief around webinars…
Well…
Webinars work REALLY well, which is why I do them constantly and for EVERYTHING.
So when I started realizing that I needed to ClickFunnel for my own personal growth, I was like, "Hey man, I don't really wanna go, but I need to."
And luckily, Russell was super cool about it; he was like, "I get it completely, go."
And so I left.
When I left, Russell didn't wanna keep being the guy that would fulfill on those live events...
A three-day live event as the CEO of ClickFunnels - that's rough.
And so, the FHAT event stopped.
I did the final FHAT event three weeks after I had left ClickFunnels.
I'm not saying good or bad - that's not the point of this.
I'm saying that because I was so heavily involved in going through 12 years of Russell's stuff, (it took me six months to do it, organize it, then we launched it and then I coached it on the back-end)...
OfferLab is heavily influenced by that experience because I saw:
It was 675 students in just the first round…
So by the time I was no longer coaching that program and it was re-launched as the Two Comma Club X...
A LOT of people had come through.
… which really helped me to understand more about what people struggle with.
I was the lead funnel builder at ClickFunnels for two years…
Q: What do you think people want from me?
A: A Funnel.
People blow me up on Instagram all the time, "Would you build my funnel? Would you build my funnel? Would you build my funnel?"
And I never really had the platform to do that.
So...
I'm leaving ClickFunnels, it's my final day and as I'm walking out the door, I turn to Russell and I go, "Dude, any final advice?"
Can you imagine?
Oh my gosh, that was so stressful, I had...
I don't recommend things that way...
… it was only because of what I’d been doing - you know what I mean?
Anyway, as I'm walking out, Russell’s like, "Dude, I got some advice for you on your final day."
I took my phone out and said, "Do you mind if I record it?"
He said, "Sure."
So I turned on voice memos, and I said, "Okay, go."
And Russell starts talking...
He's like, "Well first, I would do this and then I would do that and then I would do this and then I would do that."
His recommendation was, "Dude you're a great funnel builder. Can you imagine how cool it would be if you created an agency similar to the Harmon brothers?"
He and Dave Woodward suggested that I create kind of a really, really, really high ticket agency building funnels for corporations…
i.e, people that come to ClickFunnels asking for a funnel and ClickFunnels are like, "We just facilitate the software."
I was like, "I don't really wanna do that. I don't wanna create an agency."
And so, I didn't do it.
Here’s WHY I didn’t want to build an agency…
It was because of an experience that Russell and I had when we were building funnels for Marcus Lemonis of the TV show, The Profit.
What most people don't realize is that I was not necessarily hired to build ClickFunnels' funnels. I was actually more hired to help Russell build his personal clients' funnels.
And so for the first six months, all we really did was build a whole bunch of really big people's funnels - that's the reason why I got to go do that.
It had nothing with me, it was Russell getting the deals - I just helped build.
And so about six months in, Russell has this conversation with Marcus…
(***You guys are getting the inside scoop here, is that alright? I mean come on, it's gonna be alright, okay!)
This is what happened…
Russell and Marcus are talking on the phone and I'm sitting right there.
Russell is pacing around saying things like:
"Dude we built you a Ferrari and no one's touched it. It's sitting gassed up in your driveway. No one's touched the funnel. What's going on, man? We spent all this time. It's an amazing funnel."
And then the next person, same thing, next person, same thing, and the next person, same thing.
And pretty soon I started thinking, "What is the issue here?"
Q: Can any of you fathom Russell and I building a funnel for you and then you don't do anything with it????
Seriously think about that - that's what was happening!!!
So I started asking myself, "Why is this happening?"
And Marcus said something to Russell on that phone call that I will NEVER forget - 'cause it kind of burned in my brain.
And it's the reason why I didn't wanna build a funnel agency for MASSIVE corporate clients when I left ClickFunnels.
Marcus said, "Russell, we know the funnel's amazing, but no one knows what to do with it."
*CLICK*
I was like, "WHAT!**?!!"
Russell and I just kinda sat there dumbfounded…
That night, Russell Voxed me and goes, "Dude, here's what I'm thinking, man..."
(I should go back and find the Vox)
He goes, "Here's what I'm thinking. It's really fun building funnels for these giant people...."
(Hopefully, I have the license to tell you guys this.)
But…
As we started looking back, we realized that A LOT of 'em didn't have the education on what to do with the funnel.
There are a ton of funnels that no one's done anything with.
Q: How many of you guys have built a funnel that has never made any money?
Case and point, bam, right there, okay!
Q: Do you think Marcus Lemonis is an idiot?
A: No.
Q: Is he a marketer?
A: Yeah - (though not really in the sense that we would talk about it. He's more of a general marketer than a direct marketer).
… I have a lot of personal opinion about general marketing - which you’ll know about if you listen to my Sales Funnel Radio show at all 😂 😂 😂
There was a time, (as an employee of ClickFunnels), where I was running eight business’s funnels at the same time because there was never a hand-off - we couldn't...
We built these funnels and we couldn't hand them off because people didn't know what to do with them.
*This is what was really going on*
There's a reason I'm a good funnel builder…
... but besides that, we'd just used our phones, man.
(I was a ‘head editor’ of the yearbook and a designer in high school.)
For the first year, there was nobody else - it was literally just Russell and me - that's the point I'm getting at!!!
Every once in awhile, he'd bring in some person who was a great designer or maybe hire a copywriter…
But besides that, I'd take the first pass at copy and he'd clean it up or destroy it all.
And then…
We’d just take our phones out and make a video right there
That's why we get so frustrated when someone's like, "But I don't have all the stuff that you do."
You’ve got your PHONE!!!
… that's *INSANE* power.
So stick with me, cause I got a really powerful lesson I wanna share with you. Let me run for a moment…
So, I'm leaving ClickFunnels and Russell and Dave are like:
"Dude, go build a suite agency like the Harmon brothers. Really, really, really high ticket funnel builds for really high-end clients. You know how to do it, obviously."
And I was like, "Urrrr..."
Because my mind went back to the murderous hand-offs when Russell and I built funnels for other people…
Oh my gosh, it sucked!!!
Very few people actually ever took their funnel and did amazing things with it.
Very few people ever did ANYTHING with the funnels Russell and I built.
So finally, that night Russell Voxed me and goes...
"Hey dude, let's just build ClickFunnels funnels from now on. I'm tired of this client work."
I was like, "Dude, I agree. I'm so tired of running other people’s funnels and their businesses."
So we stopped.
...that was 2016, almost 2017 - right at the turn of the year, probably October, November time.
We stopped building funnels for other people and just started focusing on ClickFunnels stuff.
And that's when things like…
...started appearing - that's why that happened.
But all the while, guess what people were approaching me (as Russell's funnel builder) and especially Russell …
Q: What do you think was the #1 request we got?
A: Yep, you guessed it - Funnel Building!
...that's all EVERYONE wants.
So I kept all of this in my head and I was like…
I don't wanna do ‘done for you’…
Done for you says, "I'm gonna build this amazing thing for you."
I hate done for you services - I don't offer them.
...that's the reason I don't do them.
But as the “Funnel Nerd,” how can I create something where…
Are you getting this?
That's why this is so BIG - it's like running a whole business for them.
I don't just mean traffic either - it’s the actual 'how do you run the funnel' - there's a skill set to running the actual funnel itself - and that's the reason why I've NEVER offered funnel building services.
However, a year ago, I started asking myself, "What are the BEST ways to hand-off a funnel?"
Done the right way, the hand-off is the best part...
But done the *WRONG* way, clients look at you like:
"Oh, I don't even have a license - thanks for building me a Ferrari."
We built maybe 50 client funnels, no joke - so this was NOT a one-off pattern…
This was a *Real Issue*
I was like, "Well, what's the issue if it's happening to every single person?"
After studying the patterns, I realized that the problem was threefold…
Our clients just didn't have the skill-set to be a marketer - in the sense of a marketer who runs a sales funnel online as we build it.
They had no idea about any of the stuff need to run a Ferrari of a funnel - which meant they had…
... I mean we're talking babies in this stuff - you know what I'm saying?
#Babies #Babies #Babies.
So this was playing on my mind, and about a year ago, I was thinking and I was like…
“What can I do? How can I create more value? I wanna add more value. I wanna sell some more stuff.”
I remembered back to the days when Russell and I were doing these events and I was like:
"Man, there's still nothing I do that is more effective than that three-day immersive event."
… it's the reason why I tell everyone to go to OfferMind.
Live events are still the best thing I do.
It's the reason I tell people to go to that two-day event before Funnel Hacking Live, #SubtleBlatantPitch 😉
It's the reason why OfferLab has a three-day event.
It's because, for me, it’s sooo powerful to able to sit side by side with somebody to look at their stuff and see…
Did they get what I just said or not?
... and then I can help them nail it.
I’d begun doing more BIG corporate style client work and Roger Love from Hollywood reached out, "Hey, come do this stuff for us."
So I get on the plane and we're talking with Roger 'freaking' Love, (if you don't know who he is, look him up - he's the voice coach for all actors).
It's funny, while I was chatting with him he stands up and goes…
"Jennifer Aniston just texted me, I gotta get over there, hold on, let's pause this for one hour..."
I was like, "Okay!"
So anyway, he gets up to leaves and he's like, "They're on set right now with Steve Carell, they need my help."
I don't know if I'm supposed to say that again…
But the problem was that I'm going in and I'm teaching this stuff and then at the end, people are still like, "Cool, how do we do it?"
And I'm like, "You gotta build the funnel..."
And they're like, “ But I don’t know how???”
... it sucks right!!! *NOT GOOD*
So about six months ago, I started asking myself:
"What would it take to build a fulfillment machine, the likes of which has never been seen before in our industry?”
I didn't want DFY because you all know what I think about that…
I'm not gonna build a crappy funnel on purpose - just so that people are comfortable running iy.
I'm gonna build a sick funnel and in order for them to drive it, you've’ve gotta learn to be a better driver.
So there's gotta be a combo between ‘Done With You’ and ‘Done For You.’
I'm such an advocate of the machine that we have built because of the history I have with….
I invented a NEW category of fulfillment - it's not ‘Done With You’ and it's not ‘Done For You’ - it's in the middle.
My team builds the nerdy part but there's enough client nvolvement -so that when we hand of the funnel they know how to run it.
This is what happened…
I wrote down a list of all the things I teach:
… blah blah blah blah.
It was a HUGE list - then, I went back and I started crossing everything off that you could either…
And I was left with ONLY three things…
***I'm talking through the lens of a business owner.
'Cause these corporate clients I'd been dealing with always ask, "Well how do we build the funnel?"
And I'm like, "Ah, crap!"
So l decided to approach funnel creation from their perspective...
There are a few decisions I have to have their input on in order to build their funnel.
For example:
It's funny, someone approached me on a ship and asked, "Will you come build this funnel?"
I was like, "No."
She's like, "Are you serious?"
I said, "Yeah, I don't do done for you."
She was like, " I'm really looking to just drop the money to somebody and then they can just build it for me."
I was like, "Yeah, I don't do that."
She's like, "I'll pay you a ton."
I was like, "I don't really care, I don't want that kind of client, it's not so much about the money, it's about who I work with."
And if you want your business to succeed, *YOU* should have that kinda strict attitude too.
Offers are a two-way relationship, which is an episode I just dropped last week…
Anyway, I started thinking about how could we fulfill on helping people build their funnels WITHOUT going down the DFY route?
I know I've been going for a little bit, but I just wanted you to know...
And so, this is the announcement…
I am officially building other people's funnels for them now.
Here’s how…
Alright, I've been asked, "Steve, you were the lead funnel builder at ClickFunnels, why aren't you offering a funnel building service for people in businesses?"
Okay, that's a fair question.
Check this out…
Back in early 2016 when I joined ClickFunnels as an employee, there were only about 12,000 users of ClickFunnels compared to the 100,000 now.
And there were only like 40 employees compared to the 400 that there are now.
Okay? What does that mean?
It meant Russell and I were literally the only funnel builders *period*.
...it was literally just he and I.
About a year into my employment at ClickFunnels though, other funnel building team members started getting hired, we finally had a copywriter, a designer, etc.
It changed my whole world as we now had a funnel team.
So before I offered funnel building services, I wanted to make sure I could not only find my team but that it was also air-tight.
What I did not tell you, and what I've NOT been public about was that my team has already been building funnels for other people for over a year now...
... and so finally, I will tell you that we are ready.
We've been building other sales funnels for a while, I just have not announced it until now.
If you want me and my team to build your company a professional sales funnel, come get more info at myofferlab.com.
It comes with a live three-day event just with me, so I can teach you
….as well as a year of coaching from myself and my staff.
Get more information and apply at myofferlab.com.
When you think about it, all businesses need to be able to do three things…
And your professional business needs a professional core offer and funnel to deliver it.
We've already been doing this for a year with students who have businesses that are…
...you get the point?
Not only will we build the funnel, but I’m also actually going to hook you up with the very people that I use to send various types of traffic to my own funnels.
I want you to be taking care of post-funnel build.
If you're tight on money, it's totally fine - we have various payment and funding plans which are also available.
Come learn more and apply at myofferlab.com.
Just be aware that we're actually building you a professional sales funnel, and my team and I actually have very limited capacity in what we can handle monthly.
So skip the line of people shouting the most popular question I'm asked which is, "Steve will build my funnel?"
The answer finally is, "Yes," just go start at myofferlab.com now.
The offer is a two-way agreement, not a beg-session to get anyone to buy from you.
Here's when I STOP customizing my offers…
My friends, I'm pumped for this - grab a pen and paper - 'cause this can simplify your business.
A while back, there was an interesting post in my group…
Here's what went down…
Someone purchased a service, product or whatever, and after they bought it - they didn't like the fulfillment.
So they went back to the seller and said, "Hey, Mr. Seller, I don't like this..." and the seller said, "Oh, so sorry about that," and gave their money back.
And this actually made the customer mad.
I was a little bit confused by this response because something similar happened to me...
There was a guy who paid me for a one-hour consultation, (I don't really sell that anymore... ), but he scheduled it during the speeches at Funnel Hacking Live.
And so I was like, "Oh crap, sorry about that."
I reached back out and said, "Hey I'm so sorry,” and I just refunded his money.
I was like, "Hey, here you go."
Here’s the thing, the refund didn’t make him happy - in fact, guy was livid and made tons of nasty posts all over the place.
The dude finally got so loud that I blocked him
Originally, I was confused by his reaction so I reached out and asked...
… that's crazy!
I'm NOT obligated to spend time with you. I can give you your money back and I no longer have an obligation, right?
So, let’s go back to the post…
THE CUSTOMER ISN’T ALWAYS RIGHT!
The guy was super frustrated... he was so mad about getting a refund, and I was like, "I guess there's a pattern here."
So let me tell you exactly how I respond…
It was a good enough response that Mr. Russell actually liked it.
Here’s how I started…
After digging into this, I kinda understand the story.
Now you paid somebody...
… and instead of getting more as you wanted, they refunded you.
I said…
Buying is a two-way relationship; I create an offer, set a price and a value, and use the offer as the anchor of the relationship, NOT the money.
The offer is the anchor, NOT the money.
This is a *BIG* mistake a lot of entrepreneurs make.
So let me teach you something really cool here that will help simplify your business...
When a customer uses their money as the anchor of a relationship, it forces the seller to dance at the customer's will.
This violates the very first step of my offer creation formula - The Who.
Just because someone has money doesn't mean I should sell them.
That's NOT the only qualifier for you to sell to somebody.
The offer is my agreement with the customer. If I keep changing the offer to each person, it equals a dizzying level of customization. That's WHY I don't change my offers for each person. If so I charge significant levels higher.
In my mind, it sounds like the seller is just doing what they thought was fair, and like myself was unwilling to change their offer, so, they refund you - that's not spitting in your face.
The customer is NOT always right.
Whoever started that whole thing, "The customer is always right," in my opinion, that person has NEVER had a successful business!
Or they worked in an industry that was 100% customization, you know what I mean (and even then the customer is not always right)?
'Cause…
The customer is NOT always right.
I don't want to fight the doctor if I'm about to go in surgery
‘Doctor, cut here and not here."
The customer is ALWAYS right????
That's a stupid phrase… overall, it's just NOT true.
And a lot of your businesses will be simplified by removing that belief and that vernacular…
"The customer's always right..." No, they're not, you are too - that's why you're the seller.
An offer is a two-way agreement, you can't keep customizing the offer per person - that's why we have a value ladder.
HOW TO IMPROVE CUSTOMER SERVICE BY SAYING ‘NO!’
One of the major reasons why you don't customize everything is because of how hard it is on your actual business.
It is hard for me to ALWAY be changing the offer - because it makes it hard for me to create business systems.
You have to understand the major functions of a business - and there are a lot of different theories/ competing beliefs around this…
But I'm just going to draw the major functions of any business.
There's a lot of great books with different views... “There are varying points... there are four points. No, there are five points of any business. No, there's six points of any business.”
However, they're all around the same area for EVERY business.
This is the reason why funnels work for any company. Every company has to be able to…
Again, various places have differing opinions, but it's basically that…
A business is nothing more than a series of systems that generate and fulfills a lead.
*THAT’S IT*
… it's NOT some fishy hokey-pokey thing.
It has nothing to do with some clever slogan... I don't have a mission statement, 'cause “Urrrgh!”
Anyway...
For example: Say I go generate a lead by creating an offer
Let's say that I'm selling some widget…
One of the reasons why some of my webinars have done so well in the past and I've only touched them once, (and it's been over a year and a half since I've touched one of the largest ones)...
The reason why that works is that I'm not sitting here continually changing the offer.
I change it for a while and I'm like, "Okay, this feels like a safe place for it to land!"
… I stop touching the offer.
*DON’T TOUCH THE OFFER*
PRODUCT CUSTOMIZATION - WHEN TO *STOP*
Most businesses have a good enough offer to…
But as marketers, we tend to get so focused on changing the offer that we forget about the next step…
Take it from the guy who's the self-proclaimed offer guy, stop changing your offer so much.
PHASE #2
Find the person who fits the offer - that's way easier than constantly changing your offer.
So back to my Facebook Group…
This guy gets frustrated and says, "Oh my gosh. You're not willing to change the offer for me? And you gave my money back to me?"
Like, “YEAH!” (ALL CAPS)
Any time as any level of real genuine customization, it sucks!
That’s one of the reasons why a lot of entrepreneurs feel like their business wheels are spinning - they don't have a business.
You can't make a business where it's constant 24/7 100% pure true customization for every person that comes in.
Now, if your business is…
… there's still a system you can build around that.
I'm talking about when you're NOT customizing on purpose, and you keep changing all the stuff inside your offer.
After a while...
STOP!
It's extremely hard to create a consistent powerful lead machine when your offer's changing all the time. It's very hard to convert if your offer isn’t consistent...
I’ll change my offer for a while… but after a certain point, it's like…
*STOP*.
The next phase is to become good at finding people who fit the offer, instead of convincing EVERYBODY that they fit your offer.
(I'm hoping this is not too techy)
I want to…
The offer is NOT just a marketing tool - for me, it acts as an anchor.
Think of it this way...
(I hope I'm not talking in circles here with this, but this is such a key thing!)
HOW TO IMPROVE CUSTOMER EXPERIENCE BY FINDING THE ‘WHO!
I've had several people who reach out and be like, "You're not willing to do this, extra thing for me?"
I'm like, "No, you knew the agreement. The agreement was I was gonna provide this, this, this and this at this price, at this time frame."
And it's funny…
We call it an offer, but it's also an agreement between the buyer and the seller.
BAM! (Write that down!!!!)
Here’s the equation…
BUYER + SELLLER + OFFER = AGREEMENT
Let me illustrate this another way...
There's a place where my wife and I take our car where we know they're gonna act like our car is gonna fall apart in a second!
... and then, they try to charge us like three extra grand for repairs that don't matter.
You know what I'm saying? 😉
So we don't take our car to those people anymore!
Instead, if we ever need even simple maintenance or an oil change, we take it to another spot… because the guy is ALWAYS fair with us.
A lot of times car places say…
(It's very clever on their part by the way.)
They're like, "Here's my offer. I will fix these things for these prices."
After they start on the work of the car, if I want something else done on I have to pay more money… and it's assumed.
It's the same thing with your offer!
... does NOT mean it's different, right?
I will charge MORE something is outside of the offer - it makes sense.
I have to do MORE.
DO YOU HAVE A BUSINESS?
Trey Llewellyn is an absolute animal. I look up to him - he's a beast, and I’ve gotten to know him a little bit more recently.
We're both pretty darn busy but I think we both watched each other a from afar.
#SBB (Steve Before Beard)
Trey is an e-com genius - the guy makes tons of money.
Anyway, Trey found is that every time you add a new SKU, (a new product, a new offer to your business), you increase the complexity of your fulfillment systems by 17X.
Every new SKU increases the complexity of your fulfillment systems by 17X.
So, my friends, the reason I'm going through this is NOT just for the individual who posted in my group kinda having a hard time…
It's to help *you* understand the role of the offer in your business systems, NOT just marketing.
A consistent offer allows you to have consistency across all major functions of a business - which allows you to create systems - which allows you to remain strategic.
Here is the difference, check this out...
ARE YOU CUSTOMIZING YOURSELF TO DEATH?
When I was in college, I started learning how to drive traffic, lots of it.
I got pretty good at driving just tens of thousands of clicks to certain things and it's actually opened a ton of doors for me - it was a lot of fun.
Under that one service, me and my buddy had a waiting list of 15 businesses…
Contrast that to about two years later (after I knew what ClickFunnels was) and I started doing funnels for other people…
I found myself with a 12 business waiting list, but my service was different every time.
It was mind-numbing...
Not the boring kinda ‘mind-numbing’ - it was too much and was crippling to me.
I see A LOT of people being overwhelmed because they don’t know when to STOP customizing a product…
"I'm doing this... and I'm doing this ...and I'm doing this... and I'm doing this… and this!"
Here’s the rub…
You're confusing the number of opportunities that you're running at with success.
That's NOT true at all.
Go look at like some of the people who are making the most money, they have one main offer, that’s it.
Alex Hormozi = GymLaunch
BAM!
They did that one thing till (I think) they crossed $10 million... then they added the next thing.
It’s the same in my business…
HERE’S WHAT I’M NOT DOING
People ask:
Q: "Stephen how come you haven't launched like a mastermind yet?"
A: Don't worry, I will, but...
Q: “Stephen, how comes you haven't written a book yet?"
A: Man, I'm focusing on the one thing on my value ladder, okay?
That's the other reason we have a value ladder, we say…
"Alright, okay, market place, okay community…”
... but also the things that I'm willing to fulfill on.
Here's the offer and here's the exact thing I'm saying yes to…
I've had many people reach out and they're like…
“Stephen what can I buy from you?"
Man, go to capitalistcoaching.com, and you'll see EVERYTHING you can buy from me right now...
That's all the stuff I'm willing to do and fulfill on at that price point…
And it's ALL set up for a specific…
...that I know will 'cause the fastest success story.
At the top of my value ladder, my application funnels at are real application funnels.
It is NOT me just trying to get anyone who has the money - people actually apply - ‘cause I'm legitimately trying to see if they are ‘a good fit’ for me.
A lot of people ask…
A: It's because I know that there are certain things that I should and should not be doing and if I constantly have a changing offer it affects…
And instead of focusing on *ONE* ‘dream who,’ - I get a lot of different ones coming on in from all walks of life.
*I DON’T WANT THAT*
I want one main type of ‘who’ = one main type of dream customer.
It also affects my ability to create or NOT create a value ladder.
TESTING MY OFFER
You have to understand, there’s a timeline for when I launch a new offer…
... but there comes a moment where I stop and say, "I will no longer change, this offer is what it is... and my role progressing forward is NOT to keep changing the offer."
I launch and start changing the offer (which includes the message), and then once I've got it validated, I update to continually find ‘the dream who.’
FINDING ‘MY DREAM WHO!’
Q: How do I find my Dream who?
A: With additional traffic sources.
I have four major awesome traffic sources that I like and use, and I just dump in between them.
Q: How do I get those traffic sources to find it?
A: I have a list of Launch campaigns and Evergreen campaigns to get those traffic sources and those ‘dream who's’ to actually see my offer - bam, bam, bam.
Anyway…
I did not do a lot of storytelling in this one, it was a little bit more of a tactical episode here but it's because…
If you keep changing your offer, past the testing period, by kowtowing and bowing to everyone just to get the sale…
You literally...
Drop your ability to have faster and greater success rates with your customers.
So, set your offer and understand this is NOT about you going, "I will do whatever it takes to get the sale.”
I will NOT do *anything* for a sale - because of ALL the things I've been talking about here.
The offer is an agreement between me and the seller, it is NOT me begging the seller for a purchase.
Alright, hopefully, this has been a helpful episode - this is a very key topic and one that I'm definitely passionate about!
Partly it's because I went through 34 tries (over about 5- years) without a big success.
And looking back, I can see that…
...and it was one of the MOST painful lessons I ever went through!
If you do wanna go see the things that I have available... if you’re like…
...which I get many of you guys reaching out about - go to capitalistcoaching.com, and you'll see all those things right there.
It is literally my value ladder with clickable links to the things that it's referencing.
There are some things on there (just so you know) that are not actually available yet... or where we're just focusing on the current students.
I find that most people have zero clarity on their business - so how can a customer have any clarity on what you're offering?
They can't - it's very hard!!!
It sets this weird precedence (or no precedence at all) for what you actually will or *won't* provide,
Hard to have a life when you keep changing your offer. You will literally be tied to the business if you keep changing your offer.
If you guys got any value from this please tag me on social media and let me know…
"Steve, that was fresh to death, that was awesome!"
Let me know what you liked about it - I'm trying to just provide epic value for you.
#StayTuned
There are some fun surprises coming up in the next few episodes thatI'm very very pumped about!!!
Alright!
*You* reading this right now, you're in one of two scenarios.
Either…
You're currently selling a product and you've got a slick sales funnel and traffic...
There are ads and you have content, bringing in new customers. You have upsells, downsells, and phone sales.
You've almost automated it, making money while doing everyday things.
Either that's all set up and going…
OR…
The second option is you don't have any of that, and you're still trying to make this work and tie all of these pieces together.
If you want my help, just go to capitalistcoaching.com and see where you can get started.
It took me a long time to get the skills for all this to get moving…
... there's A LOT.
And the path to move forward is different for each person.
So I created capitalistcoaching.com for you to check out where *you* need to start.
Whether you're just starting out with…
OR…
If you're like one of our BIG corporate clients who just need to add more revenue and scale your offer, go to capitalistcoaching.com.
I don't really believe in shortcuts, but I do know you can speed up the path on the journey
Figure out the BEST place to start by going to capitalistcoaching.com now
We have a whiteboard of the funniest support tickets over the years…
This is a collection of the rude, hilarious, and shocking things that have come through support…
And today, I thought it would be kinda funny today to share some of the MOST entertaining support tickets with you.
So with my 2 amigos, Coulton and Austin, I’m gonna walk through the customer service requests that have…
… and left us downright flabberghasted!
Our goal is NOT to offend…
However, FAIR WARNING - this blog does contain the *TRUMP* word 😉 - so if you’re easily offended…
LOOK AWAY NOW!
We're NOT making fun of anybody but there are some things that people…
… that are SURPRISING!
It's almost like a contest to see what the funniest one is.
Again, we’re not trying to be offensive, but we thought it'd be kinda funny to share some of these comments with you.
You’ll also find out WHAT HAPPENS when I answer customer support tickets myself 😉
(... and before you write in, there’s a deliberate mistake in this blog - can you spot it??? 😂)
Let's get to it.
HOW TO DO CUSTOMER SUPPORT (KINDA)
Just so you know…
When I first started doing this (about two years ago), it was just me… and Russell was like:
"Hey, for your first hire, make sure you find somebody who can help you with…
A: Support
B: Revenue Generation Activities.
I was like, "Oh," and I hired Coulton.
And we've gone through several customer service software systems.
Coulton: Yeah.
Steve: Anyway, it's been fun. It's been an interesting drive. How many support tickets do you think we get in a month?
Coulton: Hundreds. 😂 There's A LOT nowadays.
Steve: Really?
Coulton: There's quite a few, yeah. It's definitely gone up.
Steve: How many hundreds?
Coulton: What do you think, a couple hundred?
Austin: Yeah, I'd say 150 - 250.
Steve: A month?
Coulton: Yeah.
Steve: Wow! You guys have a lot of questions. That's great, I'm glad that you guys write on in, that's good - we're not discouraging that at all…
BUT…
Every once in awhile, there's that 1% (not the good kind who everyone talks about) who are having a bad day...
You know people get a little tough behind their computer screens and they wouldn't say what they would normally say in front of you online.
It's usually Austin or Coulton (especially Coulton), that kinda usually hits that and gets the flack for it.
Coulton: It's probably 'cause I'm a patient dude and, yeah. I'm not easily pissed off, so maybe that's why.
Steve: Yeah, yeah, this would be awesome to hear.
Austin: We're gonna ease into things here.
CUSTOMER SUPPORT FUNNY #1
First one on the list…
Now, I totally get this one, but at the same time, this is a better question for Steve, like seven, eight, nine years ago.
Steve: Yeah.
Austin: You know what I'm saying?
Where Steve's at now…
Steve’s time is the most precious gem in the business right now.
So, yeah, it's just NOT doable.
Steve: No, it's not.
Yeah, it's funny how many people kinda get kind of frustrated and they're like:
"Why don't you just look at my funnel?"
People get really mad about that.
It's like, "I would, but there's a line of 100, yesterday."
Coulton: You honestly got to give them a little bit of credit, they don't know everything that's going on.
But then I'm also like, "Do you not see…”
...all the crap that's going on there? You should probably have a pretty good idea that he's got A LOT going on.
Austin: Busy man. 😂
Steve: And I totally get that if you don't ask the question, you're definitely not gonna get it.
So it's like, "Okay, you should ask."
… but it is shocking how frequent that one comes in.
Coulton: Yeah.
Steve: Is that among the top ones?
Coulton: I think it's just 'cause it's so shocking.
Austin: It's one of those ones that stick out.
Coulton: Yeah, yeah.
Steve: Like over and over?
Coulton: Yeah.
Steve: What was the most recent one?
Coulton: You know, honestly, a couple of weeks ago, I think…
We got one that was just like, "Hey, can you just look over my funnel real quick? It's only gonna take five minutes."
I get that it can be quick, but it's also not gonna take five minutes.
Austin:
Also, his knowledge is worth thousands.
Coulton: Yeah. 😂
Steve: For *FREE* Yeah. No man!
What's this next one you guys put on? You wanna go for it?
Coulton: Oh, this one's awesome.
CUSTOMER SUPPORT FUNNY #2
People think that Steve is answering the support tickets himself.
My favorite part about that is, (I don't know if you've seen this, Austin???)...
But literally, I'll respond back to something and my name is under there...
But they'll respond and be like, "Thank you so much, Steve. That was so awesome." Or "Thanks for the help, Steve" or "Thanks for looking at it, Steve."
And I'm like…
"I don't know where you're getting Steve from."
Austin: Sometimes I just act like Steve.
So…
If Steve's answering your support tickets, know that it's me.
Steve: Yeah.
There are many times when I'll act like I'm my assistant, even though I don't have one yet.
I'm not trying to be rude, but if I answer one thing, there's ALWAYS three things that come back.
It's like the comments have babies, they multiply.
“This is Steve's assistant - thank you so much for reaching out. If you have a question, reach to goanswerme.com.
That's pretty fun.
Coulton: You know what's funny, I've had people that say that they're someone's assistant and because of you, I now ‘double-question’ that.
Guaranteed it's NOT their assistant, it's probably actually them.
Steve: It usually isn't.
I learned this from Russell…
I was in on a Saturday answering a bunch of tickets (before I left ClickFunnels) and Russell walked in and he goes, "What are you doing man?"
I was like, "Oh, well, I'm working on my own business right now. Hopefully, that's not weird.
I've been answering social media questions coming in for six hours."
And Russell goes, "Dude, I totally get it and I've got the best cure for it…
And you're NOT honestly gonna like it, but are you willing to do it?"
I said, "Yeah, what is it?"
Russell laughed and said, "You don't have to answer."
And I was like, "What?"
And he goes, "I know, right? The giver in you wants to go in... just don't answer anyway.”
Coulton: There's just NOT enough time.
Steve:
You just gotta be a Time Nazi a little bit.
Austin: Next on the list…
CUSTOMER SUPPORT FUNNY #3
Steve: Yeah... Starting time? Locations?
Austin: This is a good lesson that I learned from you…
You're REALLY good at qualifying your customer, the type of buyer you want, and you let the funnel do the selling.
If the funnel doesn't sell them, they're not a good customer.
And so, when dates are…
...and someone asks, "When is the date?" - the simplest question!!!
NOT A GOOD FIT!
“What's the name of this event?”
And they're responding to something that says, "OfferMind"... (that happens a bit).
Austin: Yup.
Steve: Yeah, that one's funny 'cause we're not the funnel - the funnel's the funnel, and that's how we look at it.
Anyway, yeah.
Coulton: I'm pretty sure I actually got that question the day before, too.
How do you not have stuff set up and ready for that?
Steve: It's in every footer of every page…
That one's kind of funny coming in.
Austin: You gotta take this next one.
Coulton: Yeah, this next one, I was gonna say.
CUSTOMER SUPPORT FUNNY #3
Steve: I've had this one several times, several times.
Just so you guys know…
The internet is mean and you gotta have a little bit of a thick skin - you've gotta grow one.
And this is one of the first major support tickets I got, like ever, so it crushed my little soul at the time.
This guy reached out…
He goes…
And I was like, "Oh".
Anyway, I’ve had that one several times.
It's very interesting if you have any level of success, some people immediately think that you're a scammer.
It's like, “oh, I guess Apple's a scam, Google's a scam.”
I don't know, anyway, so weird. That happens, but whatever...
Coulton: That's sad.
Austin: Bring it on, baby.
Steve: Bring it on!
It'll happen as you guys get bigger...
Actually, talking about this one is one of the reasons...
So, Russell had this podcast episode a few weeks ago - it's almost like the negativity comes in waves.
He's like, "Oh that sucked a little bit," and then it's like boom, the internet comes back again, then it goes away.
It's the naysayers have a convention
... I don't know what it is.
It's like a drum circle convention and they go like, "Let's go attack this guy today," and it's crazy.
There was this week that the internet was really mean and Russell - and I were chatting about it.
He's like, "It's just the internet testing to see if you really believe what you say you do."
You treat it that way 'cause it's A LOT easier.
Coulton: That's good.
Steve: Yeah.
Coulton: That's a cool way to think about it.
Steve: Dude, do you wanna do the next one?
Coulton: Next one?
Steve: This one's good.
Coulton: Oh man, this is actually probably one of my favorites…
CUSTOMER SUPPORT FUNNY #4
It’s like three consecutive emails - so it's like the first response is, "Where the heck is the product?"
...and then ‘cause we don't respond within an hour... (Honestly, who responds within an hour? I don't know, but…”
Steve: We can't. Who knows?
Coulton: We don't.
Austin: Yeah, we don't do that.
Steve: ClickFunnels just added live support, just now, you know?
Coulton: Yeah.
Austin: Two hours later, they're like, "I'm gonna a refund if you don't give me the access to product..."
...and then by the time I look at it the next day or whatever, they're like, "Oh sorry... "
Steve: Oh here it is.
Coulton: “I responded to the email that actually had access to the product, so my bad.”
Austin: And when we're building the funnels, we're very diligent.
I even noticed today, you always spot check when it's done.
Little things like the fulfillment email, to make sure links are in there, to make sure account credentials and so on, and so forth.
Yeah. We're super good with our fulfillment emails.
Steve: We're really good at it.
Yeah. It's funny because the part that kills me is when people go on the social media pages and groups and say:
"Steve Larsen, I've messaged your support two times now and I can't find this thing."
And then in the comment right underneath it, they go:
"Never mind, I found it. Everyone, please disregard."
But in that time, they've gone and given one-star reviews on the freakin' pages, and you're like:
"What is wrong with you?"
Oh my gosh, it's an autoresponder - it goes out immediately, so funny.
Coulton: Yeah. I get it if you didn't get the fulfillment email.
Steve: Sure.
Coulton: It totally makes sense - that happens, I understand.
Sometimes you gotta check your spam, see if it's in there.
But when they actually respond to the fulfillment email itself, which happens more often than not...
Steve: The auto email goes out, and *then* they respond to the auto email saying:
"Where is the link to the member's area?"
...and it's in the email they're responding to!!!
That one's funny.
Austin: The lesson there is to read every email that we send.
Steve: Yeah, I won't waste your time.
Coulton: Don't skip a word.
Steve: We're time Nazis.
Coulton: Go for the next one?
Austin: Next up…
CUSTOMER SUPPORT FUNNY #5
Coulton: I love that one.
Austin: Simple answer, "No!"
Steve: “We're trying to build the ClickFunnels killer. Can you review the software in the funnel to sell it?”
Coulton: Every time I see that I lean over to Steve, and I'm like, "Bro, somebody wants you to review their next ClickFunnel software killer."
Steve: Oh my gosh, yeah.
Austin: Big marketing tip is to understand your audience, understand who you're trying to sell it to.
I don't think you're gonna sell a ClickFunnels killer to this guy.
Steve: Very, very funny. Yeah, that one's funny. Can you review my software? I forgot about those.
Coulton: I mean, Russell did make a shirt that has gears in the heart, red and blue, after what Stephen said about ClickFunnels.
I don't think you're gonna get any reviews from Steve...
Yeah, it's not gonna happen.
Steve: Actually, I will get on and help you create that…
Anyone know any good viruses? Viruses, anyone?
Oh, man.
Austin: I feel like the next two kinda go hand in hand.
Coulton: Yeah, I can read those.
Steve: Go for it. Yeah. Yeah.
Coulton: This is my next favorite…
CUSTOMER SUPPORT FUNNY #6
Austin: It's just a thought.
Steve: Yeah, and it’ll be two paragraphs, usually. They're long and you don't know hat they're asking.
Coulton: Yeah. I'm like... You know how many times I've responded, I'm like, "So, what exactly do you need from us?"
Steve: Is that how you say... You actually say...
Coulton: Sometimes I do.
Steve: "How does this involve us?"
Coulton: I'm like, "I'm not sure what you're asking, can you help reframe that, please?"
And that goes along with the next one, which is…
CUSTOMER SUPPORT FUNNY #7
Coulton: They're like, "Hey, I need this thing."
Austin: “The link isn't in there!” and it's like, “Where is there?”
Steve: What link? Yeah, what did you buy?
Coulton: “I can't log in…” and I'm like, "Oh that's cool, what can you not long into?"
Like, I have no idea what you're talking about, you know.
Steve: They'll respond and be like, "Stephen, send me my bonuses you promised."
What bonuses?
We launch A LOT of stuff - there's no context there
Austin: Yeah, the clearer the questions, the faster we get back on support tickets.
Coulton: I've even seen somewhere it's just literally the subject line, there's no body-text at all.
There's nothing in it! Literally just the subject line - “Where's the link?” And I'm like...
Steve: Just go to Google… and there's a link! Here you go.
CUSTOMER SUPPORT FUNNY #8
Steve: Oh, I gotta go for this next one 'cause this one is so funny to me.
This one is hilarious- people will ask me questions. In fact, this happened last night, and I won't say who it is 'cause he's very famous.
Someone reached out and they wanted to know about a thing in their ClickFunnels account.
They'd be like, "How do I fix my billing in my account?”
Talk to ClickFunnels - we're NOT ClickFunnels.
Austin: And piggybacking off that...
Steve: That happened yesterday. Yeah. I was wondering what those were…???
Austin: They get really confused as well.
Steve: Yeah, they CC us and ClickFunnels at the same time so then we see these threads, as ClickFunnels support agents chat back and forth, and we're just seeing it, and we're like, “Yeah....”
I forgot about that.
I thought you were asking something, that was somebody else.
CUSTOMER SUPPORT FUNNY #9
Coulton: That kinda leads into the OFA Challenge.
We get a lot of people that are like…
Steve: ...and they didn't actually buy through our link!
Coulton: That's probably a good thing to go over now…
Just open up an incognito window, whatever it may be, and clear your cache.
Austin: Yeah.
Coulton: Those different things that help make it so you actually go through Steve's link instead of the last person's link that you may have been on.
Austin: Yeah. If you want the goods, opt-in to the affiliate pages in an incognito browser.
Coulton: Yeah, there you go, that's the trick.
Steve: Or, one I will personally get is...
I literally have thousands, no joke, of unread Facebook Messenger messages.
I don't even open Facebook Messenger anymore.
I'm not saying I'm proud of that or that's the right way to go, but it's just the reality of where we are right now growing the business.
We're staying lean and mean, but people will reach out and be like,
I'm like, ‘I'm not even an admin on the page. Why are you reaching out to me? I don't have that.’
I'm just a coach that's contracted in, talk to ClickFunnels.
Austin: It's funny.
Coulton: I feel like the next one, we've already...
Austin: You can field it.
CUSTOMER SUPPORT FUNNY #9
That one's funny - especially when it's like a...
Coulton: a $57 dollar product.
Steve: Yeah, when it's like a $57 dollar product.
They'll be like, "You're not building my whole funnel for me?"
I don't have any done for you services, 'cause I don't really believe in it.
Austin: Read what you're getting.
Steve: Yeah. Exactly what's in the offer is what we deliver.
Steve: Yeah. That's funny.
Coulton: Oh, man.
Austin: I feel like you gotta take the next one, as well.
Steve: OH, Yeah!!!
CUSTOMER SUPPORT FUNNY #10
As a marketer, one of the roles that you have is to generate noise.
And one of the easiest ways to generate noise is to realize that, there are two ways to do it...
So if somebody like Trump, (who, I don't care what you think about him, and I don’t have any political agenda here)...
But…
Q: Would you say Trump has a lot of noise right now?
A: He's got tons of noise, right?
That's why we created this thing called MakeAffiliatesGreatAgain.com.
MakeAffiliatesGreatAgain.com was meant to be a spoof and ride off of the noise of "Make America Great Again."
And…
Why not make it even more controversial and noise bound by putting a Trump toupee in the logo?
Just me doing that alone, I mean, it is so funny how many people got offended, which is very shocking also.
We sent out the announcement email about that and I can't tell you how many people have reached back out and were like:
"You said the word, TRUMP. I now know what kind of person you are, goodbye."
And that was it - “Bye!”
And I was like, "Okay see you."
I like to respond to that like, "Alright, bye".
You don't see what I'm doing here?
I didn't give any political agenda, nor will I ever...
Anyway, so funny, just the fact of ...
"Oh, he's the spawn of Satan, and because you said his name, you clearly are, too. I know who you are."
And then gone.
That happens frequently, which is funny…
So we decided to make ads about it.
Coulton: I don't know if you guys caught that???
Literally, I don't know how many times we've created products and done funnels that are just riding the wake - literally just right behind the noise.
It works great.
Steve: So good.
Coulton: You guys gotta watch him on that - see what he's doing, you can take a ton from it.
Steve: You just kinda align with it, yeah.
Austin: Also piggybacking off that, I've got plenty of offers from people who I don't necessarily agree with something that they do...
Steve: No.
Austin: But I get value from what I buy. That's all I care about. So yeah, no need to get buttered on stuff if you don't agree with it.
Steve: Yeah, did you say butter?
Austin: Yeah, I don't know - sorry iTunes
I'm of the mindset that if something can provide you value, that's all that should matter.
Steve: Totally. I've bought a lot of products, where frankly, I don't go through much of the actual product - it's merely so that I can see how they're selling it, and that's been worth the price I've paid alone.
You understand one of the reasons we don't do a lot of $7 and $57,(we don't do a lot of price ranges around that strategically), is because typically, (and I don't wanna offend anyone when I say this)...
But you'll find that the MORE expensive prices you charge, the better the person is, (like the situation in their life) to act.
So if you go for something that's like a dollar, a lot of times you'll find that it's people who don't have a lot of money, understandably, and I'm not making fun of that.
But there's a lot more of the starving mentality.
And they look at you as an enemy if the bonus, for some reason, (the zeros and ones threw up that day and got sick) and a bonus didn't show up in 15 seconds…
And they reach back out and are like, "Burn in hell, you're crazy, oh my gosh!" Right?
And you're like "What…??? Holy crap, your spam filter caught it, it sent."
Anyway, it happens.
Austin: This next one, this was a personal favorite of mine - this is recent.
CUSTOMER SUPPORT FUNNY #11
We had someone recently that reached out...
It was just a hard pitch…
...EVERYTHING!
… and wanted to help Steve launch an info product, and teach him how to launch an info product.
Like, he's never done it before.😂
Steve: It's like the people who reach out asking if they can build a website - #NO!
Austin: Yeah, I thought that was a good one. You put a lot of effort into it, but...
Coulton: It's a lot of effort, but it's kind of like the Dream 100 thing that you get to that are like obviously they don't know you at all.
Like, yeah, like you even said, Russell gets wine bottles all the time… and he talks about how he doesn't drink, ALL THE TIME.
Yeah, he still gets them.
Austin: Know your audience.
Coulton: Do a little research, you'll find out, yeah.
Steve: Listen to an episode.... which you all are obviously are. [chuckle]
Would you wanna take the next one? This happens to you A LOT.
Austin: This is Coulton's favorite.
CUSTOMER SUPPORT FUNNY #12
Coulton: So we literally get... I don't know, I feel like it's like three affiliates a day.
It is a crazy amount of people signing up for the affiliate program to sell our products.
And so they send in their W8 or W9, whatever it may be, and it just blows my mind that they fill everything out, and then there's one blank spot…
That one blank spot is the most important blank spot…
.... and that’s the signature.
It says "Sign here."
And I think it's even on the page multiple times, "We cannot accept it if it's not signed."
Steve: There's a place where you sign...
Coulton: If we needed to show that somewhere for some purpose - how are we gonna prove that it's even you at all, you know what I mean?
Steve: So they don't sign it and they just send it right in or something?
Coulton: Yeah, so they don't...
And I get it - it's kind of hard, 'cause you gotta print it out, you gotta sign it.
But we do have tech nowadays and you can digitally sign it.
It makes it a lot easier.
Austin: Here's a little hack, write your signature on a piece of paper, scan it and save it as a picture on your computer, and you can just put it on any PDF.
Nice and easy - DONE!
Coulton: And even if you have a Mac, Preview lets you sign...
You can sign the trackpad, and then it saves it as your signature.
You can put it on any document you want.
Steve: It comes with Macs.
Austin: And what's nice is when you sign your forms, we can get you paid quicker. So that's the incentive there.
Steve: Can't pay unless you do it.
Austin: Yep.
CUSTOMER SUPPORT FUNNY #13
Aka… why I don’t do customer service!
Steve: This guy reached out to me, (this happened like two or three weeks ago)...
And it was one of these situations where the bonus hadn't been sent immediately.
And so he reached out and his first message was, "You're clearly a scam".
So I'm just tired of like, I'm not gonna defend... I'm not gonna play small...
Anyway, I got feisty back.
I suck at support because I yell at back at people - I just do.
(... it's one of the things that makes me a good coach for ClickFunnels 'cause I don't put up with people's junk.)
Which is why Coulton is such a godsend.
I would yell at people in a support ticket.
Q: "How do I add a funnel?"
A: "CLICK ‘ADD FUNNEL! HAVE YOU GOOGLED IT???? It's literally ORANGE and BIG… it has "ADD FUNNEL" right there at the top of the page!!!"
So I would get kind of flustered and frustrated with some people, (it's just my personality and that's okay)… we all come together as a team on this.
But this guy came out swinging…
"You're clearly a scam, and your company sucks," or something like that.
So I reached back out and I said:
"Well, you're NOT exactly the dream client either."
(I don't think I told you guys about this one...)
And he goes, "Wow, you're know how to reel 'em in."
I was like, "Actually, I know how to keep him away too."
Anyway, I should stop there…
It went on for a while, and finally, I was like, "Look, I'm not here begging for clients. And it's part of the reason why we built a company that we love working for our people."
...it didn't end well!
When you come out swinging, saying that we’re scammers, (especially with like a $7 thing), we are totally fine refunding and just saying:
"Stay out of our world."
You know what I mean?
Coulton: 100%.
Steve: And we're not saying to you guys here on the show, 'cause you guys all know this show, you love it - you've been following the journey.
But there's A LOT of people who reach out and they're just predestined to have this predisposition for ridiculous negativity.
And we did not start this to become life coaches, you know what I mean?
We started this to offer what our offer is.
So you gotta be careful with that. That's actually very key to this whole thing.
Coulton: Mm-hmm. What's that gonna do for you?
Steve: I don't know.
Coulton: Looking at it that way, it's not gonna help you get any farther.
Steve: It's crazy, yeah. The next one?
Austin: The last one! Coulton, I feel like you should tackle this one.
Coulton: Oh, I think this was actually my conversation. Let's see, oh yeah, this was a while ago. I totally forgot about this one.
Steve: This has happened frequently though.
Coulton: It has.
Steve: Happened on the Trump one.
Coulton: The first time it happened, I was kind of surprised. I was like, "Really? Alright."
CUSTOMER SUPPORT FUNNY #14
So I literally got an email from somebody asking to unsubscribe them from the email list and I'm like "Okay, that's weird,” but I have to ask…
Steve: Which, legally, we have to have in there by the way.
Coulton: Right? It works. Yeah. I mean I unsubscribe from emails I don't want all the time.
So she wrote back and it was awesome.
She's like, "Why would I ever click on anything in an email that has 'hacks' in the subject line?"
Austin: Which, to her credit, to her credit... Right?
Steve: But to a hacker, if you put the word 'hacks' in and everyone knows what you're doing...
Coulton: I know, right? Like, "I'm a hacker, I'm gonna put 'hacks' in my headline."
Steve: They don't do that.
Coulton: Then my next thought is, is how did she get on the email list in the first place? Where did you go to put your email in???
It was probably a page that said Secret MLM Hacks - I'm just saying.
Steve: We use the word "HACK" and "SECRET" - EVERYWHERE!
Coulton: Yeah. I don't know, it blew my mind.
Steve: And she got mad and wouldn't unsubscribe...
So then you said, "Well, I guess you'll just keep getting the emails then."
Coulton: I'm like, "Well, I'm sorry. You have to unsubscribe. So I guess you'll just keep getting emails. That's cool with me, but... "
Yeah. If you don't like it, unsubscribe.
Austin: Man, I don't know...
Steve: Any others? Any other all-stars that have come across in the past little bit?
CUSTOMER SUPPORT FUNNY #15
Austin: We get pitch after pitch after pitch after pitch. They're always unique in their own way.
Steve: They're kind of surprising though, some of them.
Some people will say, "Well, I'll teach you how to make an offer."
It's like, “You don't even know what we do!!!!”
The Instagram ones are hilarious - I get a lot of those.
Coulton: "Let me help you build it," or "You're not getting enough engagement."
Austin: Also…
If you're trying to get Steve's attention, spell his name right, please. Please spell his name right.
Steve: Yeah, S-T-E-V-E-N? Oh, man.
Coulton: That's awesome.
Steve: Yeah, there's been a few really funny parts about that.
And finally...
WE LOVE YOU!
Just all in all, guys, we want you to know, we wanted to walk through this, but what we're not trying to create here is a feeling that someone has...
We're not downplaying any questions anybody has.
Questions are a good thing, but I also do believe that there's such thing as a stupid question.
That whole thing they tell you in school is dumb…
"There's no such thing as a dumb question."
Yes, there is!
A dumb question is one that you took no thought to try to answer on your own.
It's not meant to be rude, it's just that's just how entrepreneurs think.
You can search this massive vault.
Never in the history of the world has ever been so much information present, but such a lack of learning how to access it or how to actually get after it.
...and we're just going through these 'cause it's honestly... this is kind of the watered-down version.
We get a lot of garbage from people who clearly hate our guts.
...so some of this might be a little bit of a steam-blowing-off episode as well, but yeah.
Coulton: But it's a very small portion of it. You guys do an awesome job overall, it's just there's those ones that come in that really stick out.
Steve: We'll always try to over-deliver, too.
That's really what I've tried to build the name that we've developed here is by over-delivering.
... and I always encourage you to do that to anybody that you go serve.
We do that in fun, little surprising ways as well…
Doing this show costs us a lot of money, frankly - and it’s one of the ways that we try to over-deliver.
One final thing...
BUSTING THE CUSTOMER SUPPORT MYTH
Somebody mentioned once, "If you had amazing fulfillment, you'd never need support!"
That is so false.
That person has never actually sold anything EVER - that is a theorist talking.
That person got straight As in school.
Because it's NOT true.
Every once in a while, something does happen with email and it doesn't show up and something doesn't work...
And it's not that we're trying to scam anybody, something in a system jacked up somewhere and we wanna fix it as much as the other person wants to receive it.
Anyway, we're very, very thankful for you guys.
Thanks for following the journey.
THE END OF SALES FUNNEL RADIO
We thought it'd be kind of fun as Sales Funnel Radio will be ending at episode 300, as far as our involvement here with it…
And I wanted to make kind of a fun episode...
I mean how many support tickets we've gotten total? I mean in the last two years.
Coulton: I have no clue.
Steve: 'Cause we were on that other system for a while, which was terrible - I like the new one.
Coulton: Are we on 20,000-something? 20-something-thousand?
Austin: I feel like that's pretty fair, yeah.
Steve: Yeah, and it has nothing to do with fulfillment.
Some people are just wondering a genuine question, and they're like, "Oh I'll go reach out like this..."
...and NOT realizing that it's probably the least effective way to try to get my attention.
So anyway. Yeah, anyway.
Coulton: Sometimes it just takes less time to actually just look into the problem and figure it out.
Steve: The FAQs at the bottom of the page that we always put there.
You entrepreneurs watching this right now, make sure that you make it easy for people to reach out to you.
WHEN IS THE PURCHASE OVER?
My wife and I bought this water machine about two months ago, it is still not installed.
The installation process with this company has been so horrendous that I love the product, but I'm looking at it and I'm trying to not hate the product simply 'cause I can't use it.
Make sure that the fulfillment you’re delivering is as smooth and seamless as it possibly could be.
It always could be better.
The purchase is never over at the checkout, at the card swipe.
Your customers have gotta...
That's the best thing you can do post-purchase to ensure the success of your company.
So make it easy for your customers... and people who aren't...
Anything else?
Austin: That's all I have.
Coulton: Cool.
Steve: Awesome, guys. Get rich, get back. We'll see you guys in the next episode.
Alright!
*You* reading this right now, you're in one of two scenarios.
Either…
You're currently selling a product and you've got a slick sales funnel and traffic...
There are ads and you have content, bringing in new customers. You have upsells, downsells, and phone sales.
You've almost automated it, making money while doing everyday things.
Either that's all set up and going…
OR…
The second option is you don't have any of that, and you're still trying to make this work and tie all of these pieces together.
If you want my help, just go to capitalistcoaching.com and see where you can get started.
It took me a long time to get the skills for all this to get moving…
... there's A LOT.
And the path to move forward is different for each person.
So I created capitalistcoaching.com for you to check out where *you* need to start.
Whether you're just starting out with…
OR…
If you're like one of our BIG corporate clients who just need to add more revenue and scale your offer, go to capitalistcoaching.com.
I don't really believe in shortcuts, but I do know you can speed up the path on the journey
Figure out the BEST place to start by going to capitalistcoaching.com now.
Consistent publishing can feel like a chore. Lemme show you how I position my shows to attract future buyers.
WASSUP?
Check out my NEW background!
*SPOILER ALERT* … it’s for my new show!
ONE FUNNEL AWAY STORIES #THE BEGINNING
Today, I wanna share with you WHY I believe it makes sense for me to create another show... (or *ahem* #3) 😉
My friend, welcome back, I'm excited for you to be here.
Six weeks ago, (or something like that), I was at Russell Brunson's Inner Circle, and I was thinking to myself, "What can I teach that would be valuable for the room?"
For a while, I’ve had this theory about why ClickFunnels exploded.
So I just wanna do a quick and dirty on this to teach you my theory, and then I want you to see why it makes sense for me to create another show.
Now, I understand that One Funnel Away is 100% a trademark of ClickFunnels.
I had to do some fancy footwork and work with them in order to be able to use their logo on my show.
You cannot just go out and just create stuff with other people's intellectual property.
That's NOT what I'm telling you at all.
HERE’S MY THEORY
We all read these books like:
... and all these books teach that there’s a red ocean and that your entire goal is to create a blue ocean.
So, if that's true...
What is ClickFunnel's red ocean?
If ClickFunnels is a new opportunity, what was the old opportunity?
That was the question that's been on my mind for a while!
So I started asking…
I started thinking back to the stories that I had heard Russell tell, and I was like:
"Oh, my gosh, the market, the ocean that ClickFunnels was born out of was the website market."
And if you are like, "I don't know about that."
Go back and listen to the Funnel Hacks Webinars…
Q: What is it that ClickFunnels was fighting against?
A: Websites.
HOW CLICKFUNNELS WAS ALMOST ABANDONED
Now, the story goes...
ClickFunnels was almost an abandoned project
(If you’re thinking, "Stephen, how does this relate to a new show?" I'll get to that in just a moment, just stick with me for a second.)
... the product was amazing, but they were still trying to figure out how to sell it because...
… are two separate activities.
Anyway, Mike Filsaime reaches out to ClickFunnels and says,
"Hey, you got that new thing ClickFunnels, come on my stage and come sell it."
Russell's like, "I don't know man, people aren't buying it right now."
Mike said, "Come on man, I’ve already told everyone you're going to."
So Russell agreed to do it…
This was the fifth or sixth time that Russell had tried to create a sales letter for ClickFunnels.
There’s a key lesson right there...
Even Russell's first few launches for ClickFunnels didn't work out.
#Mind-blowing.
So think about this…
Russell goes to Mike Filsaime's event; he makes tweaks and adjustments to the actual offer, and suddenly - there's a stage rush.
People are running to get an account with ClickFunnels.
Q: What made the big difference? Why did it work so well that time?
A: ...
Russells messaging had become anti-website.
He's like, "Hey, websites, I'm gonna fight against you."
And ClickFunnels starts blowing up.
On the flight back, Russell Brunson grabs his phone and says, "Hey, I've figured it out - we're all gonna get rich. The metrics are there - we're gonna do this thing."
Over the next little bit, he pretty much starts shutting everything else down to go all and focus on ClickFunnels - which blows up and becomes what it is today.
FIND YOUR NEXT MARKET?
Now, eventually, ClickFunnels started running out of dream buyers in ‘the website space’…
(Russell’s NOT trying to sell EVERYONE in the website space - he's selling to a little bit of the red ocean where his blue ocean customer exist.)
Q: So what does Russell do?
A: He goes out and finds the next market.
Q: Who else does ClickFunnels sell to?
A: ...
I remember one particular day... (this is when I worked for him still), Russell came back into his office and he goes, "Dude!"
He’d just come from back from speaking and pitching ClickFunnels at Grant Cardone's event for the first time - so it was the first 10X event…
As he’s about to get on the plane, someone runs up to him and says:
"Oh man, you did so awesome, all these people bought ClickFunnels - the only reason I didn't buy is that you didn't say it was for B2B people."
And Russell was like, "Oh, my gosh it totally is for B2B people, are you serious?"
Q: So what did we do?
A: We added B2B to all the categories on our sales letters.
So you have to understand…
My theory is that ClickFunnels’ growth is so immense because when they started running out of traffic a market they did NOT try to find more people in the same ocean…
They didn't make the customer circle of the original market even bigger…
Instead, they just found a new source of hot, hot, hot, mega ridiculous insanely hot traffic in a NEW market!
When you run out of buyers, you don't go cooler in your messaging, you find a NEW market.
POW!
Replay that a *MILLION* times! 😉
This is a BIG lesson.
When you're running out of people to sell to, don't cool down your messaging.
Because that's...
HOW TO MARKET YOUR BUSINESS
When people say, "I'm running cold Facebook ads..."
I’m like, “Hopefully, not!”
That's NOT how ClickFunnels grew.
Q: Did you know that ClickFunnels didn't even have Facebook ads running for the first year?
Instead, they made all that money, this huge amount of change, just doing EXACTLY what I'm teaching you right here...
They found somebody who had a big pot of their dream customers in different spaces…
You don't try to cool down your messaging to capture more and more of the same market…
… you switch markets.
You go and you find your dream customer who's attending a different market…
I don't wanna get too deep into this, but a market is NOT a person.
If someone asks, “Who's your dream market?”
There's no such thing.
A market is a location not a person.
You need to find your dream person who's frequenting another location - that's exactly how ClickFunnels exploded and blew up...
ClickFunnels slowly adapted their sales message to tons and tons of markets.
I dropped this theory out at the Inner Circle.
I was like, "Hey, I've had this theory, what do you think - 'cause I can't disprove it."
Everyone loved it which was great.
HOW DO MARKETS THRIVE?
Now you may be thinking..,
“So Stephen, what does this have to do with launching a show?”
Let me explain..,
If One Funnel Away has blown ClickFunnels up bigger than anything else they've ever done ever, *ALMOST*... we have to understand a few things about markets...
The reason I'm saying this is because there's A LOT of markets that don't survive.
Let’s take the example of Beanie Babies, Pogs, or disposable camera accessories...
Q: Who wants to go in with me on disposable camera accessories? Anybody?
A: No, it's dumb!
Q: Why would you say that it's stupid to go to the disposable camera accessories market?
A: A] That market is freaking small. B] There’s no money in it. C] There's no story around it. People don't believe 'em.
You see what I'm saying?
There are things that keep a market alive and things that kill a market.
And I wanna make sure that who I'm attaching myself to is a market that is strong…
... and that's what I teach you at OfferMind.
That's why I need you to come to OfferMind next year -'cause while I lead as The Offer Guy (and I am)...
What I really teach you how to do (and what makes offer creation simple) is market positioning.
When you know how to position yourself in the market, the offer is easy.
So the reason why I'm doing the One Funnel Away Stories show, (and the reason WHY I've been forking out my own cash to go do this), is because…
Most markets don't ever figure that out - which is why they die.
I'm hoping this not too much of a super techy episode, but I need you to understand why I'm doing this.
WHY THE ONE FUNNEL AWAY STORIES SHOW?
Q: Why on earth would I try to do this?
A: The One Funnel Away Challenge is so powerful for brand new users - so I wanna make sure that the success stories that people are having become the forefront of the One Funnel Away Challenge.
There are tons of reasons why.
Why wouldn't I do that?
I'm a marketer baby, my role is NOT to create noise, it is to align with where noise is.
*Put that on a T-shirt*
As a marketer, my job is to find where the noise currently is...
Q: Where's the noise?
A: One Funnel Away.
Q: Does it work?
A: Oh, yeah, (when people actually do it).
IS CLICKFNNELS ONLY FOR INFO PRODUCTS?
I just interviewed a guy who uses ClickFunnels to fill his private horse training business - (he fixes people's horses is what he told me).
I’ve also interviewed a...
Gone are the days of people saying ClickFunnels is just for information products.
#No! #Done.
One of the reasons why I'm doing the One Funnel Away Stories is because I wanna take the experiences of people who are doing the work we're telling them to... and share with them with the world.
The fact that I'm creating the One Funnel Away Stories is actually helping the ClickFunnels market survive with an even stronger ecosystem.
.... I'm doing it on purpose.
If no one is talking about these successes, no one would know or think that it works - so I'm gonna talk about it.
So real fast, I just wanna share a few ways that I'm creating the show - so you can see how I actually do this stuff.
I wanna share with you how I pull this stuff off.
MY CONTENT STRATEGY
Q: So, Stephen, how are you gonna create the OFA Stories show?
A: Well, first of all, I need to treat the show like a product - 'cause it is.
So I say:
The show is NOT gonna be a One Funnel Away commercial... that's NOT what the show is.
If the show was a continual promo of One Funnel Away, that would be so annoying.
Instead, I'm taking the entrepreneurial stories of people in the OFA and I interviewed 'em (split-screen) deep on their journey and business experience.
WANNA JOIN ME ON ONE FUNNEL AWAY STORIES?
If you've taken the One Funnel Away Challenge and you’re thinking, "Hey, I'd be interested in being interviewed on that show," I'd love to have you.
You gotta reach out to Shane Larson - he’s the guy running the One Funnel Away Challenge…
(Shane, you don't know I'm doing this - sorry, buddy, you're about to get a lot of people pinging you. 😂 )
I use a template to ask very similar questions to every person that I interview.
(If you're not on YouTube right now and you're listening or reading this, I would strongly encourage you coming over to watch this one. A few of these episodes are better when seen.)
MY CONTENT MARKETING STRATEGY
Here’s how it goes…
There are Kingpin categories…
Everything gets syndicated and pushed all over the place.
My role is to…
...
...so now, this becomes the episode.
Q: And then what do I do?
A: I shove it at my audience and at all the other audiences that ClickFunnels serves - that's who I’m targeting.
Now the reason I'm sharing with you is that if you were to say,
It's NOT meant for them.
You understand that, just like a product, you have to have the base questions for the show…
And you position it so it's targeted at very specific people.
I'm gonna go for this person and then this person and then this person. I'm gonna go with these individuals, and the ClickFunnels space - that's who it's for.
PUBLISHING MAGIC
There's this magic that happens when you create content or decide to continually publish - I promise it will change your life.
...it's incredible.
The magic thing is that when you have laser clarity on who you serve, only then do you…
By having ultra clarity on who I serve, I actually get people that are out on the fringes, the people that aren't necessarily the ones I was gonna go for.
If I try to target everybody I don't get anybody.
You understand how targeting works like that?
You have to be hyper clear on who you serve and who you don't.
And funny enough, people work to try to qualify to fit in those categories and they work hard to be with you.
My Best Buyers Always Come From My Content, Not My Ads
HOW MY CONTENT STRATEGY STARTED
When I first launched Sales Funnel Radio (my first show), it was just me and it was a $5/month account at libsyn.com…
I’d ride my bike into Russell Brunson's office 'cause I was still broke, (I was just out of college and really haven't any money at that point)...
My goal was to be in the seat at 6:00 AM - sometimes I was a little late (like 6:10) but usually, at 6:00 AM, I was there.
I would unplug Russell's microphone from his computer and plug it into my little laptop (which I traded funnels for in college)...
… and just started talkin' and tellin' stories.
The reason I'm bringing this up is that all this looks really complicated…
And if you're like, "I don't understand this!”
I don't want that to be the reason you choose NOT to publish.
So I'm sharing that with you because the success of the show has come out of the consistency of it and me trying to…
… it’s this amazing thing.
And so, if you're like, "I don't understand this?”
I'm just understanding it myself
So think of it as like Publishing 4.0... but as I've seen these different patterns come together now I'm like:
"Well, crap. My whole role here is to know who I serve, where they're going, the problems they're hitting along the way”
That's NOT just true for products or offers, it’s true for content too.
And I was like: "Oh, my gosh, that's amazing.
Oh, and by the way, that's how ClickFunnels exploded by knowing who they serve and only doing one market at a time - holy smokes!”
I learned more and more as I went along the way.
So this is certainly more of a techy episode but I'm hoping it's shown you like, "Oh, my gosh, that's why he's launching MORE shows."
WHAT HAPPENS AFTER SALES FUNNEL RADIO GETS THE AXE?
I don't know another person that's as big a fan of ClickFunnels as me.
If you go to onefunnelawaystories.com you can get on the waiting list for that.
Yes, you can go to that show, it’s gonna be super cool.
And then also targeted this community (because we're all made up of different people and we have different likes, dislikes, tastes)...
I love my crowd here.
Be real with me here, how many of you guys have actually tried a multilevel marketing or network marketing thing in the past?
(Which is totally fine, if it's not your thing - whatever then, don't do it.)
But if it is, I grow mine without looking at it because of funnels - so that's the focus of the show.
I’m gonna teach modern downline and product sales growth strategies.
It's cool because a lot of it's like case study stuff -'cause that's what I do right now and I don't really do any work for it...
(I did at one point but the work is perpetual.)
I’M NOT THE FUNNEL GUY!
I'm not trying to position myself as the funnel guy.
That's the other reason why Sales Funnel Radio is going away for as far as my involvement with it - the content will stay up 'cause, come on, that's part of the power of the content.
Secret MLM Hacks Radio is dropping out for several rebranding reasons, which is why the other show’s coming out.
I'm so excited for Pursuit of Profit - it's a studio show, it's gonna be side-by-side similar to Impact Theory.
I wanna fly people in and sit down side-by-side with them in a studio to ask them about their profit models.
I wanna know because most people are like, "What's your business model?"
But most people don't know what a business model even is.
And so I wanna ask 'em what that is and have them come in and teach that - it's gonna be super cool.
Take a lot to get off the ground on that one, but I'm super pumped about it.
We're working to launch One Funnel Away stories, January 1st, (or at least that first week-ish)...
I actually just got off of Voxer with Russell…
The show itself will probably start with Russell telling more of his story of being One Funnel Away.
We'll most likely have also Julie on as one of the other coaches.
We'll have me on here as one of the other coaches with my One Funnel Away story.
TAG ME!
Hopefully, you enjoyed the blog?
I’d love to get a review if you guys wouldn't mind - I’ve poured a lot into the show and it’s been super, super fun.
Certainly, I’m sad to part ways but at the same time, it's the natural evolution.
So let me know what you liked about the show, and please do me the favor of screenshot-ing any part of it, then tag me on social media, and say...
"Steve Larsen, this is my favorite thing about that episode."
Your feedback has actually has helped me see more of what you like than pretty much anything else.
So I wanna keep making the stuff that's helpful to you.
Thanks so much… and I'll see you in the next time.
CAPITALISM SWAG.COM
“Stephen, why do you call yourself the Capitalist Pig?”
Ahh, there are several reasons...
I had a lot of beliefs around money that were NOT correct, and eventually, in order to actually launch, I needed to change my relationship with money.
It's one of the BIGGEST steps that most entrepreneurs need to take.
So I wear this shirt that says Capitalist Pig, loud and proud, as a reminder of the power and responsibility that we've been given as entrepreneurs.
I defend my message that you should get rich on purpose, and it's NOT evil, and I am vehemently against socialism.
I believe true change will come from entrepreneurs and society, NOT the government.
In the words of Grant Cardone, "Money can't buy happiness, but broke can't buy anything."
Capitalism fosters personal growth, and God has been all along this journey.
I believe the pursuit of riches creates strength of mind.
In the words of Mark Cuban, "I don't care what anyone says, being rich is a good thing."
Money doesn't change me. Money amplifies me.
If this is resonating with you, and you believe the same, go get your Capitalist Pig t-shirt, at capitalismswag.com.
My friends, Get Rich, Give Back.
New environments are some of the easiest ways to create a new hook. Unless you physically never move, ever, this will work for you…
I've been traveling A LOT lately, (more than I like), but what happened was, and with full disclosure…
I said yes to more things than I realized I did
...and that's okay.
But life’s been a little busier than normal and I've been speaking in interesting places like crazy…
So, I thought it would an awesome idea to show you how to promote your business, create a hook, add curiosity, and leverage your time in a NEW and novel way…
What I’m about to show you, has doubled my income in just 3 days.
… it’s also lead me on some crazy adventures 😉
HOW TO PROMOTE YOUR BUSINESS & LEVERAGE YOUR TIME!
I don't remember the first time I first saw Russell do this, but I remember thinking, "Oh that's really clever and cool!"
Russell would be speaking in different places and instead of just traveling solo, he’d bring a film guy to film the whole journey - so he could capitalize and leverage what he was doing over and over again.
#Genius
But until recently, I wasn’t doing that…
I’d just go speak at different places, sell, and that would be it…
Sometimes I tell you about it, and sometimes I wouldn't.
I speak a lot of places, but I'm pickier than I used to be.
In the past, I’d just get on anything, and it was the same with podcasts...
However, I probably won't do as many interviews for people's podcasts as I have in the past because…
I'm gonna start designing my lifestyle a little bit more, which is very exciting, and a natural step after a certain spot.
So in order to capitalize MORE on my time, there are a few things I've been doing...
I was on an interview today and the guy asked me “How do you stay so effective?”
Well...
One of the things is, I only work from 9:00 to 6:00.
… and that might shock some of you, but that's what I do.
I work from 9:00 to 6:00, and once that's over, I don't do anymore!
Sometimes, I’ll work in the evenings...
but that’s the exception, NOT the rule.
The Rule is…
I work 9:00 - 5:00, and that's it, and whatever I don't get done, I'm okay with that.
I've had to be strict with myself and then be okay with that.
I've been doing that now for a little over a year... Crap, it's October! so it's actually been a little over a year-and-a-half 😂
I'm really enjoyed where things are moving to.
MY FILM GUY
One of the things I've been doing to stay more effective (just like Russell) is to have a film guy follow me on my trips.
It’s kinda funny how I found him…
I was at my sister's wedding (which was awesome) - it's cool to see your little sister get married, and while I was there, I saw this film guy, and I was like:
"Oh, he's really into it. I like his style, he seems to be getting some neat shots."
And then, when I saw the video he produced, I was like, "Dude, that was good." So I reached out to him on Facebook and asked:
"Hey, I'm speaking at Carnegie Hall, do you wanna come film me on the journey, while I'm there, in the streets, and then on the way back?"
He's like, "Sure."
So I paid for his ticket, paid for everything, (paid him, obviously), and then he filmed the whole journey and we did some cool stuff.
Here’s what happened…
Now, I have a little bit of an advantage ‘cause I've already read Traffic Secrets, but I can share this with you as I’ve heard Russell talk about this on his podcast…
One day he and I were sitting in his office, and he had just come back from hanging out with Dean Graziosi for a day.
And, at the time of this story, Dean filmed an ad a day which helped him to sell 4x as many books - it was ridiculous!
Rather than spend a ton of time writing a single ad, Dean literally competes by making a massive amount of new ads.
I was like, "That's really interesting."
ENVIRONMENT & THE HOOK
So there I am with my *FULL* speaking diary and a ton of traveling to interesting places to do, so I was like:
"You know what? Every time we land somewhere, let's find the cool tourist attractions, and when I'm not speaking let’s go to those attractions and film ads.”
...and that's what we've been doing.
In the last two or three weeks, we've easily filmed 50 ads, no joke.
We just wrote this MASSIVE list of all the things that we promote (and maybe you don't even know I have that many things that you could buy?)...
… and we filmed ads for each one of those things with a brand new hook that tied into the environment I was in.
Let me explain…
Today, I’m here in a baseball park so, I might say:
"Boom, what's going on? It's Steve Larsen! Hey, I'm so excited, I'm in a baseball park and I want you to hit out to the park this year. So go ahead, post your goal down below, go buy this thing and just pay for shipping."
I tie the hook into the environment that I'm in.
Even if it's cheesy, it doesn't matter.
SECURITY THREW US OUT!
I wanted to film some ads at the Empire State Building, but we got caught and security threw us out.
Everyone has a camera, but my film guy had a *CAMERA*
...you know what I mean?
He had a Shotgun mic and this BIG Rode thing.
… and we got caught and we couldn't film anything.
However, #PlotTwist...
The next day, we broke the camera apart and put it in our backpacks, and snuck it through security…
We got to the top of the Empire State Building.
And yeah, It felt a little bit scary for a little while, but...
We filmed a bunch of ads at the top of the Empire State Building!
(Shhhh, don’t tell anyone 😉)
… it was super fun, and the ads look amazing!
Next, we went to Times Square and filmed me walking through the crowd, the camera guy walking backward and Colton walking forward, parting the sea of people.
It looks super sick!
I'm talking as I walk through the crowd with all these billboards and banners everywhere.
I’m tying in the environment to a very brief hook.
Guess where we went next????
Yep! We took the camera to the Statue of Liberty…
But we got kicked out again (Security does not like BIG cameras), so we had to go subterfuge mode again to sneak the camera in.
I'm really bad at hearing "no."
THE PERFECT SALES SCRIPT
Then, we went to a theme park in Chicago that has the world's fastest zero to super-fast roller coaster - it had the most aggressive backward inversion…
...it was crazy.
So we filmed a whole bunch of small ads tying the hook into the environment.
Then I was like, "Let's film a longer form ad with multiple scenes."
So I took out my notepad ( which is always with me), and basically did the same thing I‘d done with several other ads…
I used the webinar script - it's the perfect sales script - that's really what we should call it.
The theme park that was insanely over-packed and they had a Halloween theme going on, so I grabbed a pumpkin that was next to one of the props and did a cool pattern interrupt.
I walked through rides while following the webinar script.
It was very eye-catching, but at the same time, I'm following general, good direct response marketing principles.
I'm telling you this because it doesn’t matter where you are...
Take the opportunity of whatever you're already doing, and just document it.
If you're like, "Steven, I can't hire a camera guy," then don't use one.
Today, I balanced my phone on a chain-link fence in the park.
...that's all it takes.
Russell still uses his phone with the Voice Memo App while he's driving and that's his podcast.
"What camera equipment do you use?" My phone 😂 That's it.
YOU DON’T NEED TO BE CREATIVE
The whole point of what I'm saying is… use whatever you're already doing and document.
I know I've said that multiple times, but it’s true. You don’t need to be creative, you just need to document what you’re already doing…
Don't create, document.
It's much harder to sit down to create this brand new amazing thing - instead, just use the environments that you're already in and tie them into a hook.
The environment is one of the easiest hooks.
One of the reasons ads works is because of pattern interrupts…
Well, the pattern interrupt could literally just be where you're standing.
The Statue of Liberty; that's an awesome pattern interrupt. 😉
When you have a cool environment it literally means you can be less good at scriptwriting, and it would still be a captivating ad.
Case in point…
There's A LOT of crappy movies out there, but because of all the CGI and the graphics, you still get the explosions, so we still think, "Hey, it's an okay movie!"
….even if the script sucked.
Ler’s face it, that happens all the time!
People want variety - it's actually one of the six needs that Tony Robbins teaches about.
...and for some of us, that need is greater than others - so provide that variety and spontaneity with your environment.
I've been using that principle more and more lately...
I DON’T make the same content all the time anymore. Instead, I use whatever’s going on around me to create a cool environment.
If you’re thinking, "Steven, but I'm not that creative." And you may be right, maybe you're not that creative, but guess who is?
You don't need to be creative to have creative things!
We're using environment to cause MORE emotion than (sometimes) my video may be able to convey…
MY ‘NEXT’ BIG PLAN!
I just got off the phone with my realtor, (who's amazing), and he's been helping us get an office space where I can actually set up an event space.
I'm looking at shows like Impact Theory, and Baydros…
And I think video is gonna go even further than it already has and so...
I'm going to create a show where I can control the environment and make a very appealing environment for face-to-face chats with big people.
My lease is gonna be a lot of money; we're probably gonna spend a solid 200 grand to outfit this studio that can be used for multiple things.
I'm having them gut ALL the walls to build an event center that holds 50 people. It’s gonna be the full works with…
...all the things to make it feel like a brand new environment.
Creating that transformational atmosphere is the BIGGEST costs for me when I do my events…
When I walk into an event, it needs to transport me to a new place.
And here’s the interesting thing...
A lot of times, the same thing is true with ads or creating any kinda content.
The reason I'm telling you this is that I'm in the process of setting up a space that I can use for a face-to-face interview-style show.
I’m gonna pay for my office by using the space I create for…
I just want you to start thinking of the different ways you can use your environment.
So anywhere you go, start thinking about ways you can sit back and start creating these ads.
TALKING TO A PUMPKIN
We’ve cranked out about 50 short ads, and then more of a long-form one to promote One Funnel Away.
I'm literally creating paid advertising for my bridge page promoting One Funnel Away - 'cause…
There's enough commission that I can actually go spend money to acquire customers and still keep just a little bit over, which is nice.
I'm don’t say "One Funnel Away" in the ads, I doubt that would be allowed…
But in the ad, I'm sitting on a bench with a pumpkin... 🎃 (Yes, you know I'm a goofball at heart, and I'm totally cool with that)…
I'm looking at him like:
"I know, right! Have you ever wondered if you could build a sales funnel for your business?"
...it's super cheesy, but in the first two seconds, it’s like, "What? What? What?" #PatternInterrupt
I don't care if it's goofy; there's a hook, and it pulls you and then I walk through the super cool script.
BREAKING BELIEFS
I’m tired of people saying stuff like, "Well, does it work for this industry? Does it work for this? Does it work for this?"
So we went to the Better Business Bureau and we grabbed ALL the industries that you can find, and I just run through them...
*ALL* of them.
I'm trying to go through several hundred of these categories - because I'm sick of people asking the SAME question!
After I hit a certain point in the script, it's just me dropping industry after industry, I’m…
(you getting the idea? 😉)
… it's all just categories.
*All the things* I know people ask about when they do One Funnel Away or my other products.
It's pretty hilarious, it slowly starts to fade out with a call to action as I keep adding the next category, on and on…
STORYTIME WITH PAPPA LARSEN
I wanna leave you with a cool little story about how you can use the environment to create a hook …
#StorytimeWithSteve
Back in the 1900s, there was a guy named Harry Reichenbach, (I believe he was the guy that dumped diplomas over enemy lines in World War I) …
Reichenbach was known for helping people get some really cool things.
There was an actor called Francis X. Bushman who wanted to be a famous movie star, and so he says to Harry, "Hey, I wanna be a star, would you please help me?"
So Harry arranged to introduce Bushman to a producer.
(This next bit is brilliant!)
Harry goes to the bank and he gets 2,000 pennies...
(I love this story.)
...and he starts walking Bushman, through the city, to the producer's office
As they're walking, Harry starts dropping pennies...
(Back then, a penny was made of something that was actually worth something.)
So as he’s walking with Bushman, Harry is dropping all these pennies.
At first, it's just kids picking them up, but as time goes on, adults start following him too…
Eventually, there’s a MASSIVE crowd of people behind him picking up the 2,000 pennies.
By the time he gets to the producer's office, there’s this sea of people.
The crowd gave the studio executives the impression that Bushman was very popular and they signed him up for a big contract with Metro Pictures.
The crowd had no idea who Bushman was, they just were behind him because Reichenbach kept dropping all these pennies.
Say what you will about that, it’s *BRILLIANT*
USE YOUR ENVIRONMENT
Most marketers are nervous to do random stuff like that, and that's the reason why I started using ‘environment’...
I don't care if it's an unanswered loop. You don't have to close all loops. I'm gonna open ten loops…
That's why I'm looking at a freaking pumpkin…
(Meet my pumpkin friend 🎃… what do you mean, you can’t see him!?!)
I know it's a weird ad, but gotta be weird enough to catch attention.
You don't have to be that ‘creepy weird’.
You don’t have to be out there strange - that's NOT what I'm saying at all... just be ‘out of the norm…’
Focus on ‘out of the norm’ things in your ads…
...even if you're not doing video ads, that's fine.
We’ve found these types of ads to be significantly more effective than text ads… for me, anyway.
So we're filming a lot more ads like that.
In the last few days, we've almost doubled our revenue with the new creative we've been tossing out there.
It’s the exact same stuff with just a little bit more ads, and sales have pretty much doubled in the last three days, which is NUTS!
(It’s NOT enough of a litmus test to make a rule out of it, but it’s exciting!)
So here’s what I want you to do...
Start thinking about unusual ways to...
If you're already going somewhere, take an extra five seconds to think about how you can use that environment for an ad.
And if it's not awesome, who cares? Make a bunch of them!
Compensate with ad volume rather than one perfect ad.
… that's what we're doing and it's been awesome.
PATTERN INTERUPT LARSEN STYLE
Sales Funnel Radio is ending.
Oh, you didn't know that??? … or a lot of you didn't.
Sales Funnel Radio is coming up on 300 episodes and at that stage, iTunes starts to get weird, and so we're gonna end the show.
Sales Funnel Radio currently has about 3,500 organic downloads a day - which is awesome, right?
The message has just continued to grow, and I thank you for that because I know your sharing it has been a big piece of this journey.
I gonna end the show, but that doesn't mean I'm gonna stop publishing though…
I'm launching a show called Pursuit of Profit.
“Oh, what's that?"
Well, let me tell you…
I'm gonna bring in a whole bunch of really cool rich people and ask them…
… it’s a different kinda show. It's gonna be awesome.
(I had to pay a lot of money for that domain 😂)
It's also the reason why Sales Funnel Radio output has slowed down as we work on this transition.
If you wanna go get on the waiting list, go to pursuitofprofit.com - I'm very excited about it.
It’s gonna be about 50% interview with someone big and rich and 50% me teaching you what I'm doing - I still wanna keep documenting the journey 'cause I think that's important.
We'll fly in a whole bunch of people, and I’ll probably sell live seat tickets.
The room's only gonna hold 20 to 30 people.
I'll literally do back to back interviews with these AMAZING and rich people.
I wanna dive deeper with a little bit more of a broader market.
So if you wanna go get on the notification list, go to pursuitofprofit.com.
Someday I'll teach you…
We're gonna redo salesfunnelradio.com and put all of the episodes on a single MP3 player.
But (stay with me) there’s even MORE!
STORYTELLING IN MARKETING
We're launching another show called One Funnel Away Stories, and here’s the story behind it...
About two-three years ago, I was walking through the Vegas Strip with Russell ….
(We were at an event to learn some things)
Anyway, I was walking next to Russell, and I was like:
"You know what's funny? All the tools are here now - they're largely all here. So why is it that some people still don't believe that this will work for them?"
#1: I believe that it's just story. That's it. We just need more story.
This has become a game….
It's no longer like, "Does it work for me?" Yeah, it does, alright!
#2: I need to be techy…
ClickFunnels means that you don’t need to be a coder anymore, right?
#3: “I just don't believe."
There it is, that's the kicker.
Q: How do we break that belief?
A: *STORY*
So I was talking to Dave and Russell, I was like:
"Why don't you guys buy One Funnel Away Stories?"
(It's their domain, they're just letting me run the show)
So I'm gonna pull in tons of people to share their story for 20 minutes hearing their story on how they used ClickFunnels, and funnels in general, to blow up.
I think it'd be a really interesting show, it’s gonna be more story-based and less tactical.
Each week you’ll get a chance to go hear success stories from people in crazy industries.
I'm gonna choose ALL kinds of industries, they won’t be the standard ones you hear about all the time, tho there’s nothing wrong with those either.
So those are the NEW shows coming up.
As soon as Sales Funnel Radio hits 300, we'll be done. Sales Funnel Radio will stop, but we're gonna start two others shows.
I do have some special tricks up my sleeve for the end of the SFR that have been ready for quite a while - which we're very pumped about!
I'm psyched, it’s gonna be awesome.
Thanks so much for being here. If you like this episode, please screenshot it, post on social media, and tag me - tell me what you liked about it.
If you hated it, and you think my eyes are too large (as I do), go ahead and let me know that as well.
Anyways, thanks so much for being a part of the show. I can't even believe we're nearing 300 episodes.
I’m telling you...
Start publishing, and in one year, tell me if your life's not dramatically different!
... it was for me.
Thanks so much for all this, you are One Funnel Away.
I encourage you to all get rich, give back, and be a Capitalist Pig. You’ll do more good in the world with more money than if you're poor. I strongly believe that.
I don't believe the government should take care of me.
I believe I should get as rich as possible, but first, I need to take care of myself, then I can go do good things with my money.
#GetRichGiveBack
AH, YEAH!
Hey, wish you could geek out with other Real Funnel Builders and even ask questions while I build Funnels Live?
Ah-oh…
*Wish Granted*
Watch and learn funnel building as I document my process in my funnel strategy group.
It's FREE!
Just go to the scienceofselling.online and join NOW.
Mother Nature knows to go all on the trunk of a tree for quite a while until the tree is ready for more shoots…
Today, I wanna talk to you about something I call ‘Trimming the Shoots…’
A.K.A - *Doing Less, Better*
I’ve put this together from two pieces of content…
1. An introduction I gave to my high-level students in my OfferLab program #SneakPeek.
2. A recording from my OfferMind event.
First, I’m gonna explain what it really means to trim the shoots and then, I want to give you some MORE context...
Because while this game is a ton of fun, it can also be EXTREMELY challenging.
TRIMMING THE SHOOTS - HOW TO INCREASE SALES.
I'm the oldest of six kids growing up in Littleton, Colorado...
(Can you spot me?)
And, my dad made me the yard manager...
Meaning I answered for all blades of grass and every weed. It wasn't a massive yard, but it wasn't small, either…
And I was where the buck stopped.
One year, we planted two apple trees up on the side of the yard and those trees looked pretty sickly...
They were as tall as I was, so they weren't that big.
The first season went by, and they'd just taken root, so we didn’t expect much fruit.
They were brand new trees, so they weren’t gonna make a lot of apples.
Well, the next season, they were supposed to produce some fruit, but still, *NOTHING*
And my incredible mother, (she made me!) 😉... wanted these apples (which weren’t that awesome to eat, but crazy good in pies)...
...but there wasn’t enough of them for even one pie.
So I looked at these trees and thought, "How come they’re not producing any fruit?"
...and I realized there were tons of shoots branching off the main trunks.
There were tons of these mini-shoots all over the tree.
There had to have been at least 100 of these (no joke) tiny shoots…
There were shoots EVERYWHERE!
And as I looked at those shoots, I realized, "Oh, my gosh. Wait a second. That’s why the tree is NOT producing fruit. It's got too many startups."
TIME TO CUT BACK!
So as we started transitioning into fall, I took off every single one of those shoots. I broke them off and pruned the tree back, so it was only the main trunk with a couple of shoots.
Anyway, winter goes by…
Every once in a while, I glance at the trees, wondering how they're doing and I go shake off the snow from them.
It snows like crazy in Colorado; people get snowed in, and I miss that. Frankly, it's one thing I don't like about Boise.
I miss the snow, real snow; lots of feet of snow.
But then Spring came along, and it started to warm up… (I love spring. Spring's one of my favorite times ever. I love those transitions between all seasons.)
So I start going back out to the trees, and I break off the little buds that were trying to grow additional shoots.
And what happened was crazy…
By the end of that season, there were so many apples that it was breaking the tree. There were so many apples that the trees could not handle the amount of fruit.
It was shocking to me how many apples were sitting on those trees.
The weight of the apples was weighing down all the branches and almost every single branch was nearly snapping.
I was like, "Holy crap. Why did this happen?"
After I learned why... I pruned EVERYTHING in the yard.
Maybe I got a little prune-happy, but I started cutting back and chopping everything.
And the next year after that we had this incredible yard.
(OK… maybe a slight exaggeration 😉)
But there's a lesson here….
BUSINESS GOAL SETTING
It may sound obvious, but I'm brought it up at the beginning of OfferLab to show you that you gotta prune the shoots!
I’ve coached nearly 30,000 people.
And when I teach the principles of what I do, it stimulates the mind...
And the mind goes, "Oh, my gosh! I could do…
...and all these shoots start appearing ALL OVER the place!
And what's the problem with that?
What I'm teaching is dead sexy, and it is 100% real #ItWorks…
But you've gotta prune, you need one trunk, that's it.
Don't think like, "Hey, I'm gonna grow this shoot with OfferLab, and I'm gonna grow all these other shoots on the side ..."
...it doesn't work like that!
I’m growing a few more shoots, but it's only 'cause I have a team. I'm NOT the only one doing all the stuff.
And I've done this A LOT... waaay more than the average person.
So please lean into the fact that it's hard to pull this off when you have MORE than ONE shoot!
OFFERMIND
(My Team!)
I have a few personal friends who are struggling, so I said, "Why don't you come to OfferMind?"
They are probably on idea six or seven, (which is understandable, no judgment)... we've all been there.
I was like, "Come learn the stuff from OfferMind and start to apply it to your thing and you will make more money."
Anyway, I reached back out to them once the event was over and asked, "How'd it go?"
They were like, "Good, but now we're doing this and this and this."
It was like, "No! Stop! What are you doing? Cut that crap out! Stop messing with the shoots!"
CUT IT OUT!
To make a decision means to cut away all other options. That's what the word decision means - it means to cut away all other options.
Decide what the ONE thing will be.
You're NOT gonna make it if you’re like, "Bam, bam, bam, bam, bam, bam, bam, bam, bam!”
#Oneidea.
Now, I'm NOT saying that you can’t pivot if you decide, "You know what, I actually wanna go do this other idea."
That's very much okay. It happens to me ALL the time. If that happens…
You just course correct and pivot.
But…
It's gonna be very challenging if you have tons of things you're trying to do at once, and if you pivot, pivot, pivot, pivot, pivot, pivot.
STAYING THE GAME
When my wife and I got married, (you all know the story), we had *NOTHING*
How many of you guys have ever been in that scenario? Not fun, right? Not fun at all.
Money isn't bad or neutral, it's good.
Do you know how greedy you get when you're broke? Way more greedy than when I've made a lot of money.
You know what I'm saying?
I'm gonna break a lot of beliefs around cash with this…
One of the largest things I had to re-break, reframe and rebuild a belief, around was money itself; it's why I do the Capitalist Pig thing.
It's like Batman, right? He's afraid of bats, so he became Batman.
I was like, "I'll become the Capitalist Pig!"
...I’ve got A LOT of negative flack, but it kinda brings me pleasure, so… 😂
But it started way back in the day when I was nervous to charge even 50 bucks for an hour of consulting.
I had nothing, so I started trying to figure out ways to make money, and it was like try/ fail/ try/ fail on repeat!
Try... "Yeah, this is gonna be the one," *NOTHING*. "Oh, here we go again..."
Understandably, after a while, loved ones ask (and I'm sure you've all had the question, right?)
"Is this the *ONE* that's gonna work?"
And you're like, "Yeah! Ain't nothing but a thang. I got this!"
But I did NOT have it!
I had NO idea if it was gonna work.. and you're fueled by a prayer and a hope…
"Oh, my gosh, please make this be the one."
I was probably two years in and I was still obsessively focusing trying to figure this out.
I WAS DESPERATE
I went to college in a place called BYU Idaho and one night, I was sitting on a couch in a freezing apartment at 2:00 AM…
And I remember kneeling down and just begging God to help... it was really hard.
I don't know if you’ve ever been in that place?
(I was NOT planning on talking about this, but it was rough.)
And you're like, "It's not that I won't do it, but *what* is it?" WHAT is IT? “
I was trying like crazy and we were spending money that, frankly, that we probably didn't have.
I thought it was about...
“The greater the risk, the greater the reward!”
...which is *GARBAGE* by the way.
And all the stuff that I was trying, NOTHING was working. We were not making any money and I was like:
"I gotta hold my feet to the fire here. What do I need? More pressure? I'm gonna become like 5000 diamonds. Holy smokes, I'm under so much pressure."
We were living on loans, I think we had about $3400 for every three months to pay for rent and all the stuff.
I'm not joking about going to the dollar menu date night thing.
...we’d do that stuff.
IT TOOK 34 TRIES!
So I was praying, "Please help."
I don't know what you believe, and I'm okay with that, but…
I believe is that God cares and that he’s willing to help
But the answer isn't always, "Here it is on try #1.”
Instead, my answer was…
“You're gonna go through 34 tries, son. And I'm gonna mold you into something that you would not willingly become on your own."
There's no way I'd be doing this right now.
Even three years ago, I had huge levels of anxiety speaking with people.
That was a REAL thing.
Those first few episodes of Sales Funnel Radio, have you listened to 'em?
Kinda crappy, right? 😂 And that's okay!
I was like, "I surrender. Just tell me what to do!"... and Russell's like, "Publis!,"
I was like, "No, that can't be the answer."
And Russell was like, "You should really publish."
"No, that's probably not the thing. Let me go figure out more of this stuff. I wanna distract myself with other skill sets. Please. Okay, sweet, let's come over here."
(You know what I'm talking about? We've all done it.)
Then suddenly, I started publishing and started finding my voice.
I started taking these steps and a little bit of light started showing up, *beep*...
It was tiny, but it was out there.
...and piece by piece, it started coming together.
But my family is where it all started…
And there are things that I just would not have done, (including OfferMind) if it hadn't been for ‘The Lovelies.’
I call them The Ladies, my Ladies - my three little girls and my amazing wife.
Think about it, it would be very hard to be married to me - think about what my wife’s had to go through...
I'm serious! Think about that...
For years, not knowing…
I joke to kinda relieve the pressure on that statement, but you understand how much she's had to go through…
My wife is AMAZING!
TAKE THE EASY ROUTE
I don't want anyone to think like, "Whoa, he's talking about himself again..."
That's NOT what I'm saying at all.
But understand that the pattern I'm gonna share with you comes from hundreds of funnels at ClickFunnels and hundreds of funnels built with my personal students…
...it’s a culmination of ridiculous levels of stress and anxiety, and I'm excited because you DON’T have to go through that.
We’ve made it really, really, really, really simple... #ReallySimple… and I'm stoked about it.
BOOM!
If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good.
But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?
That's what I struggled with for a while until I learned the formula.
So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.
Wanna come?
They are small groups on purpose, so I can answer your direct questions in person for two straight days.
You can hold your spot by going to OfferMind.com.
Again, that's OfferMind.com.
From a 300 sqft room to a 3200 office (for free)
We’re (finally) getting an office space, and I wanna walk you around real quick to share a principle with you that I learned from Russell which means that taking on this space isn’t actually gonna cost me a dime!
I’m also gonna reveal to you:
But first, I want to let you into the dream I have for my NEW space…
HACKING ENTREPRENEUR SUCCESS
I’ve had several people reach out and ask:
"Stephen, why don't you have an office yet? You've made a lot of cash very fast in a short amount of period of time."
And the answer is that it made no sense to take on a BIG office space (when I can work from the couch)…
*Unless I have revenue plans attached to ‘that space’ as well*
And this principle is something I learned very early on from Russell!
When ClickFunnels was looking for a new office, not only did they find the shell of a space they wanted, they also drew all the things that they wanted in there.
And then, revenue-wise, in order to pay for it, Russell made sure he launched a product that would cover waaay more than the lease payment of that new building.
And he did that every single time he had something expensive to pay for...
For example:
When Tony Robbins came to speak at Funnel Hacking Live, it was expensive, man.
Tony Robbins is really, really expensive.
And so…
Russell put on his marketer hat and said, "How can I pay for that?" and then, he started coming up with clever ways in the FHL event to raise the money to pay for Tony.
And I'm doing the same thing here (...without Tony, but you get my drift?!).
This office is NOT anywhere near as expensive as Tony.
In fact, it's NOT that expensive a month at all, but even so, I’m NOT gonna be out of pocket to pay for it
Here’s my plan…
THE PURSUIT OF PROFIT
I have three things I'm launching (that everyone's been wanting from me), that will help more than pay for this office space.
But before I tell you what they are, I want to walk you around and share my plans with you…
This NEW office is 3200 square feet, it's funny, 'cause on camera, it doesn't look that huge.
I’m planning on doing A LOT of restructuring, and I’m gonna tear down a ton of walls and raise the ceilings.
We can literally create any kind of structure we want.
When I first started working for ClickFunnels, random people would just show up at the office.
And that's fine, but it was awkward, 'cause people we didn’t know would literally just walked in.
There were no keycards or any of that stuff, so you were always kind of on edge, wondering when someone was gonna just walk on in.
It's mentally hard to get into a creative space when random strangers just walked in.
So eventually, they made a wall with a keycard on one side and the event hall to the right…
I actually want the exact same setup…
There’s gonna be an event space in our NEW office
Every quarter we spend $8,000 to $10,000 renting a hall, but we could just use that cash and have the setup here...
ClickFunnel's made MORE money by building their own mini-event hall and attaching it to their office, and I'm doing the exact same thing.
So, we're gonna knock down some walls and build an event center with a full AV setup.
I'm trying to have my event room be almost the size of the event space that's in ClickFunnels.
It won't be as big, but that kind of a the spec.
I’ll still do my major events, like OfferMind, at other places, but what you need to understand is that
Colton, Austin, and I have been sitting in a 300 square foot bedroom for the last year-and-a-half … 😂
Now we're going from a 300 square foot bedroom to a 3200 square foot place.
...it’s really, really exciting!
HOW TO GROW A BUSINESS
Let me show you outside...
Check It Out….
It says Yellow Book USA; it's literally new tech replacing old tech.
I don't need all the space that ClickFunnels has.
Dave Woodward told me that Clickfunnels has about 7000 square feet and our office is about half of that.
I can't imagine a scenario where I’ll need more than 15 people on my team…
...and so that's kinda what we're planning for.
There'll be an open area and a few spaces with offices.
It's been nice to work from home, but there's a lot of pros and cons.
People ask me, "How do you handle working at home?"
It's *NOT* easy.
I spent $200 putting sound panels across the top of my “office” #bedroom; (it's just an over-sized bedroom).
I put sound panels across everything!
And I'll tell you…
WHY THE “BOOM!”?
One of the major reasons I started yelling so much was because I could hear my three girls in the background.
And so I’d ‘amp it up on camera’ to mask my kid’s noise.
That's one of the real reasons I started yelling…
There'd be all this commotion going off in the background and I’d be like…
“And you gotta build the funnel! And you gotta... "
So, NOT having to deal with that anymore is gonna be super cool.
We will not have to put sound panels across the ceiling like we had to in the last office.
Up here on the top and the back of this door is literally soundproofing. I just put spray adhesive of everywhere.
But back to the NEW space, it's quite the large and it's perfect for what we need.
So…
Instead, this space is $5000 a month; plus I'm building a revenue-generating machine.
It's a way of thinking that allows you to generate revenue rather than take on business costs.
When you have something expensive to pay for ALWAYS make sure that you plan for a way to make revenue with it as well.
MY BUSINESS SYNDICATE
For example:
In the next year, I've got five events planned, and now two or three of them can actually just happen here in my NEW space.
...that's awesome!
Every time I do an event for OfferLab it costs me $100,000.
Now, instead of us running around and trying to coordinate hotels (which is it’s own full-time job and pretty much does give Coulton and myself gray hairs)...
...we will just put the event on here
We've actually built on the cost of this revenue arm.
That's the whole point of what I want to share with you today!
Every time you're building out something and you realize:
Instead, just think through other ways to generate revenue exactly like…
Think about other ways that you can pull cash flow from what you’re doing?
TITANS OF INDUSTRY
So, I promised to share with you what I’m planning next after the demise of Sales Funnel Radio and when we move into the NEW space…
We're hoping around January, beginning of the year-ish, we’ll be in the space and start building a studio for...
#1: Pursuit of Profit is a live show that we'll be launching kinda like Impact Theory - (I'm a huge fan of Tom Bilyeu).
Once we move into this space I’ll be able to bring people in to film side by side, (kinda like what I did with Russell at OfferMind), and make sweet episodes right here.
#2: Business Syndicate is a show where I want people to come in and pitch me on building funnels for them, kinda like Shark Tank.
But instead of just giving dirty money, (which usually doesn't do a lot for the business)...
'Cause you know, you guys know, I'm crazy against VC funding...
Instead, you'll pitch me on building your funnels with my funnel team
#3: Titans of Industry is my MasterMind, and that can happen here as well!
Now, do you understand WHY it made sense for me to move now? 😉
It made makes no sense for me to take on a BIG expense…
*Unless I had revenue plans attached to expense as well*
You can go check out titansofindustry.com - it's NOT done (and ‘the space’ is obviously not done)...
But there's a waiting list.
It will NOT be a cheap Master Mind, but my stuff works really well.
But I'd love to have you inside of the MasterMind if you want to.
Anyway, I don't wanna say any more about that… 😉
It’s the same with Business Syndicate…
If you want to pitch me to build your stuff in exchange for equity in your business and to participate in profits, let me know.
Go to businesssyndicate.com and sign up on that waiting list.
Can you see how (on the back of the info product space), I am trying to build the rest of this legit stuff out?
… it’s very exciting!
FACE YOUR EXTERNAL OBJECTIONS
I challenge you to start thinking of things this way!
If you believe:
"Stephen, I can't afford these things in my business..."
*REMEMBER*
You're NOT the one paying for them.
It's NOT my cash; it's gonna be other people coming in helping to foot the bill for this cool space so that we can all…
...together!
By comparison, I just wanted to show you my old office… and check this out, it's a mess!
It's funny because I've had people reach out to me and they're like, "You are affected by the environment you work in."
That's kinda crap!
If you are that’s fine... but I'm not… I'm more affected by sound than clutter.
I've had multiple people reach out and say, "Stephen, it's so cluttered. How do you expect to get everything done in such a cluttered environment?"
What are you talking about? #JustDoIt
Are you telling me that you can't flex? Just do it!
However…
One of the major reasons why we need a NEW office is because we need storage space.
CAPITALISM SWAG
Q: Do you know how much leftover swag there is after an event?
A: A LOT
You never know exactly how many people will turn up and you want to have swag for EVERYBODY...
So, I ALWAYS over order, and that's one of the reasons why capitalismswag.com was created - so that we could have a spot to sell off extra swag from things like OfferMind.
So go to capitalismswag.com and we've got cool stuff there.
JUST DO IT!
The ONLY reason I'm showing you the *MESS* in my old office is to prove to you that…
You don't need a lot of stuff to be successful, especially in the Internet space.
Info products are one of the best places you can turn to if you're trying to increase your revenue.
You gotta learn how to sell… ‘cause you're NOT shipping
anything….
Things that are digital can be harder to sell - so learn how to sell and market, but at the same time, you can still bootstrap this thing, man.
BOOTSTRAPPING SUCCESS
When I was first building funnels in college, I didn't have the software I needed, so I went and I found it in public libraries.
I built so many videos, funnels, courses, and stuff in public libraries because they have the software. I could just go there and put my headphones on …
I'm just bringing that up because if like somebody says, "I don't have the tools," you don't need to own them.
Where are they? Go find them!
For my first ever info product, (which eventually turned into my thousand dollars a week product which was big for me at the time)...
I didn't have a camera, so I went to a public library and rented a DSLR camera and a tripod 'cause we didn't have any money.
I mean, this is cluttered guys, but “Your work environment affects you!”
...that's like the last 5% of things that matter. 😂
Just get it done.
And that’s why I tell people…
If you're trying to make something work, I have empathy (I’ve been there), but I have very little sympathy. I'm not gonna feel bad for you, but I will feel with you.
That's empathy versus sympathy, and I think it matters like crazy on this...
BUSINESS MINDSET & CLUTTER
Austin's desk is actually a picnic table, which is funny enough what my desk was when I first got to ClickFunnels.
We’ve got our TV that we are gonna use to show a stats dashboard that we’ve almost done building so we can ALWAYS track:
We’re still trying to figure out the last part, but we're almost done with that.
We also have a wall to track 'em sales and how close we are to a million bucks on stuff?
… it needs to be updated, 'cause it's way closer now!
We've got the paparazzi walls, but this is a black sheet that I stapled to the wall is how I filmed most of my first videos for the first program I created.
I just wanted to add some context to what we're doing here.
In the NEW office we’ll knock down all the walls and put flooring in. There's a lot of stuff that needs to happen during the TI space of the contract and stuff like that.
But we're ready to rock!
I'm just gonna drop a floor plan real quick and then talk to a few people to get some advice, and then we'll be good to go.
It’s crazy nuts to compare this new space to where it started in this CLUTTERED 300 square foot room.
(I only know that my house is 3500 square feet and that this room is 10% of it - because that's what we write off in taxes. 😂)
I started in a 300 square foot of room, and now, we're gonna move to a 3200 square foot office that’s as big as this house.
...which is pretty crazy and I'm really excited about it.
I expect we'll be in our new office for two, three years and then build the next building that we move to.
Hopefully, this has inspired you to just get it done.
If you don't have a briefcase, borrow one or realize they don't matter.
#GetRichGiveBack
As you likely have heard in my podcast, I left my job in January 2018 to build my million dollar business completely from scratch without any funding or any help...
AND I HIT IT, right on February 1, 2019...
Just 13 months later, we actually grossed a million dollars, which is pretty awesome.
Better yet, I got to keep a lot of the cash, just 'cause my costs are honestly NOT very high.
That said, there are several tools, though, I use to automate vital pieces of my business and ClickFunnels is one of them.
ClickFunnels lets me build automated sales machines all over the internet that are non-stop pitching people for me.
It's ONLY $97 a month...
Better yet, I don't need to be a coder.
If you're asking yourself, “Stephen, are you giving me a blatant pitch for ClickFunnels right now?”
YES, 100%!
I think it's dumb when people don't use ClickFunnels. It makes you MORE and saves you MORE.
Basically, I have the power of an entire tech team in my hand and I want you to have it.
Go grab a free trial of ClickFunnels by going to freecftrial.com.
I want EVERYONE to experience the power of ClickFunnels in their business, so they're letting me hook you up at freecftrial.com.
This is one of my favorite, brilliant marketing stories!
I’ve just finished another 20-mile bike ride (in the dark)…
I'm still several miles from home, but my mind's kinda spinning, so I thought I'd stop and…
#SHOCK!
MAKING MARKETING HISTORY!
I LOVE studying yesteryear's marketing gurus. I’ve been going back to the 1700s and 1800s…
I've been kind of obsessed with studying how these old, rich, dead marketers got their messages out before the internet.
...because we live in a very different world.
And while the internet is beautiful, it’s largely a crutch…
And it’s a HUGE distraction if you don't understand what marketing truly is.
To illustrate my point, I’m gonna tell you a story of a guy named PT Barnum.
You’ve probably have heard of PT Barnum from the movie, The Greatest Showman, which is …
Most of what’s in the movie is NOT true.
PT Barnum did have a circus, but it was his retirement project.
Barnum was older when he started that circus, but the movie makes it seem like he had this young struggling family and that it was the circus that made him...
That's NOT at all true.
However, PT Barnum was a brilliant, brilliant guy, and he died in 1891 at 81 years old and by that time,
I believe he was the second millionaire in America… he was definitely the first show business millionaire in America.
A million dollars was waaay more back then than it is now, it was pretty impressive to have a million dollars at that time.
HUMBUGS & A PRE-INTERNET MARKETING STRATEGY
Barnum loved doing hoaxes, or as he called them, ‘humbugs’ for the public.
And there's a lot of famous quotes from him about that...
I don't care what the newspapers say about me as long as they spell my name right. - P. T. Barnum
One of the MOST famous hoaxes that Barnums well-known for is the Feejee Mermaid.
The Feejee Mermaid was widely known in the1800s as being one of the greatest hoaxes ever pulled off.
Barnum was famous for saying something to the effect of, ‘The world wants to be fooled, so let it be fooled.’
The bigger the humbug, the better people will like it. - P. T. Barnum
So Barnum would play these tricks on the public and his sales would increase…
And so long as he over-delivered on value, he found that nobody really cared that they were hoaxes..
Now, I'm not here to say whether or not that's right or wrong.
I personally don't think that's right.
Don't lie…
However, there's a lot you can learn from the brilliance of what Barnum did.
And I wanna share a really fascinating story on what I believe true marketing is if you remove the internet…
It's kind of a funny episode, it's a cold dark night, and I'm in a Staples parking lot…
(Who says marketing isn’t glamorous? 😉)
*CHECK IT OUT*
But back to the story!
THE FEEJEE MERMAID
Barnum had this museum in New York and most of his income came from this museum of crazy stuff, NOT the circus.
AND…
When in the mid-1850s, ‘a mermaid was caught off of the coast of Feejee’(#QuoteUnquote) it was brought to PT Barnum to see if he wanted to put it in his museum.
It was literally a monkey's body that they had been sewn onto a fish, and it's kind of morbid.
But Barnum decided that he could use the ‘mermaid’ to create a cool buzz!
So he grabbed all of these naturalists to declare, "This is a true Mermaid from Fiji."
Now, anyone looking at the ‘mermaid’ could tell that it was fake…
So Barnum asked experienced naturalists until finally, he had a naturalist who would declare:
"This is a real mermaid."
Then he took *that story* and ran with it.
He and one of his associates started sending letters to the newspaper from various locations.
His associate acted as a doctor and they started “leaking” quote after quote of interactions they were having about the Feejee Mermaid and how spectacular it was to the press.
They sent them from anonymous locations throughout the city and the nation.
The press was like:
"Oh my gosh, we're getting all these letters about this incredible Feejee Mermaid.
Look at this correspondence between this doctor and PT Barnum the museum owner.”
It was completely fake.
However, when they’d created enough buzz, the fake doctor took a trip from New York down to Philadelphia o ‘business’ and brought the Feejee Mermaid with him.
They did their Dream 100 homework and chose a hotel where the owner was friends with a bunch of newspaper editors.
Dr. J. Griffin (fake doctor, fake name)... checks into this hotel and as a thank you for letting him stay, he promises to let the hotel owner see the Feejee Mermaid.
The hotel owner goes, "Oh my gosh. That's the coolest thing I've ever seen. Do you mind if I bring some of my friends over?".
Q: Guess who his friends were?
A: Yep, all these editors!
… but wait, it gets even better!
Seriously, this is some AMAZING marketing!
When people are like "I sent a Facebook campaign…”
I'm like, "That's NOT a campaign, that's just a Facebook ad. *This* is a campaign. Study what Barnum did".
Barnum was BRILLIANT at campaigns.
So while this fake doctor is in Philadelphia swooning all of these editors, PT Barnum is busy at work in New York…
He prints off 10,000 fliers with these voluptuous, nude mermaids.
He literally litters 10,000 Mermaid pamphlets all over New York City.
And what he says on the flyer is:
"Guys, guess what? I am gonna get the Feejee Mermaid to my museum, but it's only gonna be here for one week, starting on this day."
Oh my Lanta!
That’s straight scarcity and urgency direct from the1800s!
(Now, there's A LOT more to the story, I'm telling the Reader's Digest version.)
CREATING A MARKETING CAMPAIGN 1800’S STYLE
Now that the press in Philadelphia and New York are buzzing, Barnum puts the cherry on the top...
...and this is what he did.
Again, I'm not here to argue whether or not this is right or wrong. I don't think it's right, but that's beside the point…
Just learn from what he did here...
So…
So Barnum goes to the press and says, "Hey, local news-press. I wanna give you exclusive rights to cover the story when the Feejee Mermaid shows up".
They go, "Oh my gosh, that's awesome."
Then he went to the next newspaper and said the same thing… and he did this over and over again!
He told all the newspapers, "You have exclusive rights!”
All the papers were like, "Oh my gosh!"
So the day comes when the Feejee Mermaid will be revealed... and there's a TON of pressure built up.
(Again, I'm NOT talking about the morals of this, I'm just saying this is what happened.)
Now ALL the think they have exclusive coverage!
BUT…
When the day of it comes, and the newspapers learn that all the other newspapers “exclusive coverage.”
But rather than miss out on an opportunity, they ALL decide to l run the story…
Because they don't wanna be the newspaper that's left out!
And that gets ridiculous sales for PT Barnum and was a HUGE deal for his career.
Now here’s my point...
DON’T BE A LAZY MARKETER!
Compare the amount of foot-work that Barnum did to create pressure around a single date and compare it to what MOST people do when they build a funnel and turn Facebook ads on…
I’ve said it before and I’ll say it AGAIN…
Facebook ads are NOT a campaign.
I've had people say, "Steve, what do you mean Facebook ads are NOT campaigns?"
Look, I'm not saying ads can't be part of a campaign, I'm saying that just running an ad is NOT a campaign.
So let's think real quick about what PT Barnum did for his campaign to promote a completely fake and NOT valuable thing called the Feejee Mermaid.
It was NOT the voluptuous mermaid in the pictures, it was this rotted to death, stuffed, frozen monkey sewed to the back-end of a fish.
First of all…
Probably the picture of the mermaid… that's definitely one of them.
I wish I could remember it off the top of my head, it ‘s on the internet, you can go look it up.
People do okay with the story, but creating hooks is a work of art. Most people don't really create a hook.
The next part of EVERY campaign is to attach it to distribution.
Q: What is the distribution channel that PT Barnum used?
A: Newspapers.
He even distributed 10,000 leaflets around New York City.
He used the distribution channels that were already there.
Barnum did NOT create his own newspaper press, he used the existing distribution that was there.
That's 100% a direct response marketer play.
So there’s a…
Let's think through the mechanics a little bit...'cause there's another piece I wanna go hit real quick that’s very key…
You'll see that Hollywood even does this today.
Inside of the sales letter, he said, "The Feejee Mermaid’s only coming on these days and when it's gone, it's gone. ."
Most of the time, people make the mistake of promoting their products by making it ALWAYS available.
However, Barnum opens and closes the cart on a physical location, his museum.
He opened the cart and closed the cart... that's HUGE; that was his call to action.
These are ALL the same principles we use today; it’s no different just because we have the internet.
When you remove the internet out of the equation and…
...then, when you add the internet, it's very powerful.
However, before you learn what marketing is and how to build campaigns, the internet can be a distraction.
Now, there's one other element to this…
HOW TO MARKET YOUR BUSINESS…
Understand that Barnum did NOT start by going to the newspapers and saying, "You have exclusive coverage.”
... that was his final move.
First, he created a series of campaigns.
I literally call campaigns, orchestrated noise.
Think about the way Hollywood launches a movie, it’s very similar.
But it just brings a little bit of, "Oh my gosh, I can't wait."
And who does that attract?
The fans!
When Disney bought Star Wars to start dropping hints that they were gonna drop a movie, all they had to do a year before was play the 15-second Star Wars theme, and say:
"Coming Summer, This Year!"
...that was it.
And what do all the hypers do?
“Oh my gosh!"
They go spread the message all over the place …
... the ‘sneezers’ spread the message for them.
That's the beginning of a campaign, it's a single pressure event…
Then six months ahead of time, they release another trailer that's 90 seconds…
Then in three months, they release another one that’s three minutes.
Next, they release a few different versions and tell a little bit of story around different characters.
...it's a series of escalating pressure.
That's a campaign!
A campaign is NOT a single event, it’s a series of events that escalate pressure, and piggyback off of each other.
THE GREATEST MARKETER…
You can clearly see this pattern of creating events that build pressure in the PT Barnum example.
All these orchestrated events build pressure for a specific date, and that's very key.
So one of the things I've been obsessed with lately is watching what other successful marketers do
That's two separate styles of campaigns.
And I know I've beat that to death, but it's because *that* is how a marketer gets paid on the internet in today.
It’s very powerful.
I want you to analyze how a lot of those guys back in the past created noise and realize that that's why this stuff works.
I use Facebook campaigns in conjunction with my podcast.
A lot of times we'll drive ads to a specific podcast episode, NOT a registration page.
People go through the podcast episode, and then we re-target them for a small download…
Once they get the download, we re-target them for the actual thing with more pressure.
BOOM!
Cart closing, only open during this time.
Bam! closeout.
We still use the same principles as Barnum today!
But it's ONLY when you understand the principles that Barnum used all those years ago that today's modern tools are really powerful.
Without that backdrop, it's very easy to take advantage of the tools and use them in weird ways as easy distribution channels…
And NOT actually use real marketing.
That’s NOT marketing, it’s link barfing
Anyway, hopefully, you enjoyed today's blog? And I’d really appreciate it if you dropped a review.
THE DEATH OF SALES FUNNEL RADIO!
Just so you know…
( Oh my gosh, I'm gonna start a campaign right here! )
Sales Funnel Radio will most likely be over at episode 300.
(I’ll tell you why in a future episode 😉)
It's NOT because this show doesn't do well; we get 2500 - 3000 downloads a day.
I'll teach you guys the actual strategy of what I'm doing and a pattern that I noticed in content creation…
I’m in a position now that I've really fought and worked hard for.
But there is a principle that I'm following and that I want you to take note of.
So, anyway, it's just a little heads up... in a month or two…
Sales Funnel Radio will be over.
The whole point of the show has been to document my journey from literally broke to...
I'm hoping we hit a gross of 5 million by the end of this year. I still have another million and a half to go, but I think I can hit it and I'm trying to hit it by the end of this show.
So anyway, It's pretty sick.
#GetRich.
Hey, just real quick:
A few months ago Russell asked me to write a chapter for a secret project he was doing. I had to write a chapter for a book, this was the letter I got from him.
He said:
"Hey Stephen, let me ask you a quick question...
You suddenly lose all your money, along with your name and your reputation, and only have your marketing know-how left.
You have bills piled high and people harassing you for money over the phone.
You have a guaranteed roof over your head, a phone line, an internet connection, and a ClickFunnels account for only one month.
You no longer have your big guru name, your following, your JV partners. Other than your vast marketing experience, you're an unknown newbie...
What would you do from day #1 to day #30 to save yourself?
Russell Brunson
Hey, if you want to see my answer and a bunch of other marketers who also answered that in this amazing book and summit, just go to 30days.com/stephen.
You can see the entire summit, you can see the book, you can see what we wrote in there and each of our detailed plans. Just go to 30days.com/stephen.
How am I using the Perfect Presentation Script in OTHER people's funnels?
Are webinars dead?
Kinda…
Russell doesn't use the term webinars anymore, it’s now called a ‘presentation’.
… and it's because people are like, "Well, I'm not gonna do a webinar to sell my thing."
Frankly, people who think that are missing the point... ‘cause it's the format NOT the name that matters.
The script itself works extremely well... whether you call it a webinar or a presentation 🤓
So ‘YES!’ the webinar is dead…
Long live the Perfect Presentation Script!
HOW TO PROMOTE YOUR BUSINESS AT OTHER PEOPLES EVENTS!
So here’s a question for you…
Q: What has 5 parts and can be used to sell or launch *ANYTHING* on or offline (and why I’m cycling in the boonies at 10 pm)?
A: (You guessed it…) The Perfect Presentation Script!
And this may come as a shock to some people…
Selling a car, is the same as selling an info product, is the same as selling soap, is the same as selling insurance... etc. Sales is sales.
And the other night, while cycling in the boonies, I came up with a sweet NEW way that I could ‘kill two birds with one stone’ to use other people’s events to save myself hours of work…
Here’s how it happened...
NO THANKS, I’D RATHER BIKE…
Growing up, my parents said I was NOT allowed to drive unless I got my Eagle Scout.
I didn't wanna too... so I biked EVERYWHERE instead.
And it wasn't just down the road, I put in some serious miles in high school.
Recently, I started cycling again…
It was pitch black and I had only the w flashlight on my bike.
I was trying to study the road and pushing super hard, some things were coming at me fast…
It's totally a Children of the Corn scenario...
It was so *FREAKY* … but it got me thinking!
RELEASE THE PRESSURE
It’s been such an intense week!
We’ve been…
Now we're working with people to get all the inputs that my funnel team needs to build their funnel for them.
*Yep! You heard that correctly*
You may not know about OfferLab yet, but this is the second year we've run it.
It was successful the first year, but now we’ve found ways to make it even MORE successful.
So, anyway, it's been an intense week, and honestly, I need time to do aggressive physical activities just to stay in the zone.
I use my little Apple Watch to track my time and distance and I'm at 19 and a half miles in about an hour and a half...
Those of you guys who cycle might be thinking, "Oh, that's not that far, Steve."
I get it, but check out the bike I'm on…
It's a mountain bike…
Look how FAT those tires are.
Give me some credit!
I'm pushing pretty hard, and I burn A LOT of calories doing this.
I’m trying to get in more shape so that I can go jujitsu... it's gonna be a ton of fun.
MY SPEECH WRITING HACK
Anyway, back to that *sweet idea* I had…
It suddenly hit me that I'm speaking at events six times in the next six weeks.
Which means…
I have six speeches to plan and write and it takes me, on average a solid 8 - 15 hours to create each speech.
People are like, “Woah, Stephen, you don't need to do that.”
I've had people tell me, "Stephen, you could just take a marker, stand up, and teach."
Yes, but that's NOT the point.
Even if I'm NOT selling something for money, I'm still selling ideas.
And so I need to know…
This is my craft. I'm not gonna just stand up and just spitball it, that's dumb.
I’m highly prepared for every speech I give, *highly*...
HERE’S MY AGENDA
I'm gonna be speaking at Carnegie Hall along with...
...I'm really excited about it.
I'm NOT normally the kinda guy to name drop stuff, (and frankly, that kinda drives me a little bit nuts…)
But…
IT’S SOOO COOL!!!
These are some of the people that I've learned from over the years, and maybe you have too.
I'm pumped about it.
I'm giving two speeches at Carnegie Hall, and then the very next weekend, I'm speaking, literally back to back, at two different events in different locations.
On Friday, October 4th, (I believe it's the fourth), I'm gonna speak at Boss Con.
And then Saturday, October 5th, I'm speaking at Carrot Con and Daymond John is gonna be there!
Then I come back home to Inner Circle, and then I think the next week I’m getting on a plane to speak at Pruvit’s event.
A lot of you guys know I'm in Pruvit, I'm in Russell's downline.
I love Pruvit, I’m drinking it right now.
It's A LOT of speeches.
So I was thinking to myself, "Self, what else has five things? Oh, My Lanta, webinars/ presentations do."
So here's what I was thinking…
BREAKING DOWN THE PERFECT PRESENTATION
I'm allowed to sell at Carrot Con, but the others, I'm not allowed to.
So, if I just figure out which platforms would be best for…
... can you see where I'm going with this?
So there are five parts to the perfect presentation, and I'm gonna take the speeches I write, put them in order, and then…
I’ve literally created a whole NEW presentation from all the speeches for these events.
I freakin’ love the perfect webinar (oops, presentation) format; I use it for EVERYTHING.
It's how I sell my…
That format is so beautiful to sell *ANYTHING*...
Even something is FREE, you still gotta sell it.
I’M AN ARTIST
At OfferMind 2019 we collected about $1.4 to 1.5 million in sales.
We don’t have the final count, so we're not quite sure yet.
But it's about $1.4 to $1.5 million in sales and I think we'll get to 1.6 or 7 - which is crazy.
Here’s the thing, though…
I spent four days just creating the slides for that one hour pitch.
… four days on just the slides!
‘Cause I'm an artist baby.
I'm a scientist, but I also love the art part as well.
So when people are like, “Well, Stephen, you don't need to... “
*I’M GONNA PREPARE*
#GeeksGetPaid
However, instead of me spending 10 hours each for my next five speeches…
What if I just spent the time creating one webinar, took out the pieces, and I told it across different stages?!?!
Of course, I'm gonna have to adapt it a little bit. I know it's probably NOT gonna fit perfectly…
I can't just walk on to the last stage and just immediately start pitching!
I'm still gonna have to have a little origin story and stuff like that…
But I'm gonna make sure I do it in a way that I can lace together the speeches from the five different stages.
It's gonna be sooo sick- I'm psyched about it.
PULLING IT TOGETHER
I don't have that long to speak at Carnegie Hall; I have two sessions that are like 25 minutes each.
It's not that long and I get it, it's just an honor to be there.
That event's called Living Legends - so I'm excited to even be called a ‘Living legend’ - that's REALLY honoring.
So, 25 minutes is not really enough time for me to teach something in-depth meaty and juicy, which is what I'm kinda known for…
I'll still teach something, but I'm selling me NOT an idea.
Most people will have no idea who I am...
I don't think Martha Stewart even knows that I'm breathing air right now
... and that's totally cool.
So instead, what if I go and I actually sell them on me.
So I might as well tell my origin story at Carnegie Hall.
...and then, I'll give some cool nuggets on how to create cool offers and sales funnels and stuff like that.
BOSS CON
Then the next event I’m psyched for is Rachel Pedersen's Boss Con Event.
Hopefully, you’re going? I’m excited to see you there.
My guess is I’ll probably share Secret #1 or #3 at Boss Con.
Now, if you don't know what I'm talking about when I say this…
I don't wanna get too deep in that here…
But the whole point of this is, that I'm trying to find more patterns and places to tell use the presentation script…
So I'm basically breaking up a presentation funnel script at tons of events and I'm gonna use that to launch a product I'm promoting.
So, "Stephen, what products are you gonna promote?"
I’m so glad you asked… 😉
YOUR ONLY ONE FUNNEL AWAY
I love the One Funnel Away Challenge, and so I said…
“Just so you know, ClickFunnels... I think I'm gonna go sell the One Funnel Away Challenge at Carrot Con."
And they were like, "Cool, we’ve got some additional things we want you to test with that."
Hopefully, I'm alright to say this…???
But ClickFunnels is sending a bunch of One Funnel Away boxes to Carrot Con for me so I can sell One Funnel Away, which is super cool.
So understanding that I'm such a big proponent of One Funnel Away…
( I help teach a lot of the one funnel away challenge. I'm one of the coaches in the challenge.)
… it puts me in a kind of a neat spot where I can actually create a webinar selling One Funnel Away by telling it over five different events.
That’s *SICK* (in the modern sense)!
I'm so excited about it, it's gonna be awesome.
WORKING THE PERFECT PRESENTATION
I guess the whole purpose of this episode is that it doesn't need to be an official ‘webinar’...
You just need to understand the principles behind why the presentation script works so well.
The presentation script tackles false beliefs in the order that the brain typically experiences any sale or decision.
For example:
When I decided to bike super far tonight, I actually went through the same process that I’d go through if I was buying something.
First of all, my vehicle-based objection to the bike ride was...
"Stephen, shut up! (Steve is talking to Stephen, the weak side of me) Go to a gas station and pump up the tire."
And that's what I did.
“Don't worry about it, just set your Apple watch, Steve. Go ahead and press the button, and start moving.”
"That's okay, son. You got yourself some Keto from Pruvit, man."
...and that's what I did.
Most decision-making happens in the process of the presentation script, not just sales.
That's the purpose… that's what I'm trying to say in this episode.
IT’S ALL SCRIPTED
So, if you're like, "Man, I'm gonna go sell something. I don't have time to do a full-out perfect presentation funnel."
Then *DON’T*... just take the idea behind it and lace it in these different places.
Every single product that I'm selling right now has a perfect presentation funnel selling in front of it... at EVERY price point!
I use the perfect presentation script for EVERYTHING, it's magic.
Probably three years ago, I realized that there was a hack to the game, and ALL I had to do was learn how to sell expensive things to people with money.
That's it!
Q: Guess what the best way to do that is?
A: The perfect presentation funnel.
Q: Guess what that means though? Guess where you can sell with it?
A: *ANYWHERE*
I was dropping voice mails on people's phones before OfferMind telling very brief two-minute stories to pre-frame their brains before they showed up.
It's ALL scripted, baby!
Every single little pause of my OfferMind speech.
There was a lot of thought behind…
I love my craft, man, “Oink, baby. What's up? Oink.” I'm very prepared, I have never stepped on a stage unprepared.
There have been many times that I’ve…
It's that big of a deal to me to step on a stage prepared because there's a lot that goes into it.
It's NOT about content, it's about beliefs and distribution.
That's direct response marketing right there; beliefs and distribution - that's measurable. [chuckle]
There it is, that's marketing.
Anyway, and that's the latest way that I'm using the perfect presentation script.
Alright, my friends, hopefully, you enjoyed the episode…
... and go do something freaky!
#GetRich. #BOOM!
SEE STEVE LIVE
So several years ago, I walked by a stage in a basketball stadium.
It was my college campus and I was deeply concerned with what I wanted to do in my life.
For some reason, I looked at the stage and thought, "Huh, one day I wanna be on stage. I wanna be an entrepreneur and I wanna buy and sell companies."
Well, while the last one hasn't happened ... *YET* (Muahaha)... stage and entrepreneurship have.
And as my business has grown and my message has spread, a frequent question I'm asked is, "Steve, what stage will you be on next?"
Now I totally get that this feels, maybe, a little conceited here...
But considering my childhood fear of speaking up, being heard, extreme lack of self-confidence, and getting in front of people, back in my growing up days, I feel satisfied.
I thought I'd tell you where I'll be in the world coming up.
And funny enough, just literally go over to seestevelive.com, and it'll forward you to the next place.
I love stage and it's one of my biggest things to look forward to in my current role in my business.
From little 10 person masterminds all the way to gigantic 5000 person events - from free seats to paid events - events have always been one of the ways I can deliver the MOST value and get the greatest “AHA’s” in the shortest amount of time.
Just come say hi, and go over to seestevelive.com.
Now that the event is over, here are some of the most important steps I'm taking in my business…
I just finished OfferMind 2019, and it was incredible.
Now, that might sound weird 'cause it was my event’ but the reality is - it was REALLY good.
And as Sales Funnel Radio is all about documenting the journey, I want to...
OFFERMIND - THE RECAP
At the time of me creating this episode, Offermind was a week ago, and ‘Oh, my gosh,’ the event was...
This year OfferMind was 650 people, by contrast, at the first event last year, we had 140 -150 people show up.
The event was super cool. However...
The only problem is that most of the tickets were free.
In fact, they largely were free; people got them as bonuses for buying other offers…
And that's okay, but the downside is…
It pre-frames the brain for FREE stuff, so when you go to sell, it's just harder.
The #FACT is:
It's a little bit more challenging to pitch a ‘FREE’ room.
Now, I understand everybody is in a different scenario in their life and I'm not making fun of that at all, but that's just the reality.
If it's a completely free event it's very different than if people just pay just a little bit.
OFFERMIND 2019 - FILLING THE EVENT
Filling events is hard!
I kept track and we created 15 separate campaigns + 1 Ad Campaign
Which means it was 16 Campaigns that I ran in order to fill this year’s OfferMind.
That was *HARD*
In fact...
Running campaigns to fill the event was as hard as the event itself, if not harder.
I always wanna do awesome and over-deliver for the people who come to my events, but it’s very challenging to do that...
We had an awesome group of volunteers who are our social agents from my groups, and they volunteered to help set up a few things.
(The AWESOME volunteers… *Bonus Points* if you can spot me 😉)
We had an amazing company come and run registration for us - that's all they do at events.
OfferMind cost about a quarter-million bucks for me to put on.
AV is very expensive and Swag was 50 grand alone.
And I know I just did an episode about this, but I thought I'd just recap to show you my next steps…
THE FIRST RULE OF FIGHT CLUB SELLING OFFERLAB
Most people don't know what OfferLab is yet.
...‘cause, like the First Rule of Fight Club: Don’t talk about Fight Club, right? 😉
OfferLab is pretty ridiculous and it’s NEVER been offered before - by ANYONE!
So we sold OfferLab at the event and we had this really cool thing created.
It was a packet with A LOT of cool stuff in it…
However, I'm NOT gonna tell you about the offer right now 'cause I wanna share it with you another time.
BUT… (and this is sooo cool!)...
I had a stage rush.
… and that says something.
I spent five days creating the pitch.
Before that, there was the ‘brainstorming’ and all these other things, but when I finally landed on it...
I was like, “This is it! I’ve hit it! This offer is freaking sexy!”
From stage, we counted $1.9 million in sales.
MY FIRST STAGE RUSH
Here’s what happend…
I was pitching and showing more about what the program was worth and I hadn't even gotten to the price yet, and a guy stood up...
I still remember it!
Stage left, on the front, this guy stood up and started shimmying through everybody else to grab a form at the front of the room.
There were tables at the front of the room, and this guy went and slapped his credit card down before I even said the price or did a price drop.
It was so honoring.
Then it was like a waterfall that started slowly…
I think I spoke for an additional 10, 15 minutes while everyone got up...
I'd never had that experience before, it was so cool.
Brandan Fisher, (he created FishDawg Productions), is one of my good friends, he's also a guy that does a lot of filming for me and for Russell’s programs…
He’s a very talented guy, who’s been around this world like crazy.
Afterward, Brandan sent me a message and he's like:
"Dude, I've never seen anyone besides Russell actually do a legitimate stage rush. Huge congrats to you."
And I was like, "That's so cool of you to say, man. Oh my gosh."
I was freaking out…
It was so cool to have a stage rush.
WHERE I’M AT NOW…
It is exhausting being the speaker on stage, let alone putting the event together.
Now, I had help, a lot of help…
Austin and Colton killed it while we were selling OfferLab.
...it was tons of fun.
But for three of us to pull off a 650 tickets event - that’s NOT normal.
And we suffered because of it!
I'd have no desire to go through that again, it was physically painful.
I mean that in all reality.
The event was in Boise and I always stay at the hotel that I'm speaking at... 'cause I need to stay in the game.
After day one, I went back to my hotel room…
I'll just tell you right now, I was in a lot of pain… and the type of headache that comes from something like that is pretty big.
And what I always do, especially when something is that intense, is grab the hotel towels and ice, then lay them out on either the floor or the bed…
… and then I wrap my legs in ice till they're completely numb.
You gotta get enough ice so that it doesn't melt - it sticks to your skin and stuff.
So I totally iced my legs and numbed them out.
I've had some people reach out, and ask, "Well, Steven, why do you do it then?"
What are you talking about? Do you know how many lives I that just helped?
.. whether they bought my program or not (which I think everybody should)! 😉
You might laugh, like, "Well, of course, you would say that."
Okay, but seriously though, whether or not they bought, that was one baller event.
I mean, my gosh, the raving reviews.
I saw one negative review, and it's because we didn't have the piggy banks there.
I was supposed to give piggy banks out 'cause it was part of the offer.
TURNING A NEGATIVE INTO A POSITIVE
It was so frustrating…
We ordered these piggybanks from a company in China, and they were like, "Okay, it’s on its way."
We were like, "Sweet, they’re gonna be here well within enough time."
Then a few weeks later, we got a message saying, "Oh, the plastic to create them is almost here."
We were like, "Okay, but that's NOT what you said. You said they were on the way!"
So, what we're gonna box each of those things up,( 'cause we said people would have them, so we owe them), and ship them out, on our penny, to EVERYBODY who was at the event along with something else as well...
Which is super cool!
So negative thing turned into a positive, you know what I mean?
Just super frustrating, #OurBad.
But that was the ONLY negative comment I heard about the entire event
And usually, there are some negative comments that pop up …
I've done A LOT of events and A LOT a lot of speaking, in A LOT of places…
And there's ALWAYS someone!
But it was an awesome event ... Oh my gosh, it was awesome!
WHAT NEXT?
So the event was on a Monday and Tuesday…
On Wednesday, I woke up... and I don't think it had hit me yet.
I was tired, but, to be honest, I was riding the high.
1.9 million? What? Crazy!
It was super exciting and very honoring.
So, anyway, we had to go and clear the event room; the AV team and Boise Center dealt with most of it, but we still had stuff, upon stuff upon stuff to deal with.
There was a huge room full of leftover swag...‘cause we ordered A LOT of EVERYTHING!
So we rented a U-Haul, (that's how we got it all there in the first place), and it took two trips...
We had two U-Hauls worth of stuff.
Then once we dropped the U-Haul off, Austin, Colton, and I just started fading...
We wanted to go see a movie to celebrate real quick 'cause we knew that it was about to hit the fan again…
'Cause now we have to start putting all the stuff together for onboarding, meeting, calling people, and stuff like that...
And it's just a whirlwind.
So we went and we decided, "Hey, let's go see this movie."
I didn't eat for almost the entire event. I was just so dialed in that I didn't realize.
… so we were starving!
We were just super hungry and just sprinting around - none of us really slept much.
At the end of the event, we went an ordered $71 worth of concessions from this crappy movie theater.
It was the MOST dumpy movie theater I've ever seen in my life.
It was so bad that sitting down made me wanna wash my hands.
… it was so bad, but we just didn't care.
I don't even remember really what the movie was about. I don't even remember the movie we saw…
Oh, it was the new Men in Black, it wasn't that good. Not enough of a heuristic journey in it.
And that's where we've been, and that's the recap on what happened.
The event cost a quarter million, we pulled in $1.9 million
...which is exciting and impressive. Obviously, I feel really satisfied with it.
But you have to know, I'm tired…
#REALLYTIRED!
It's taken me a week, and even then I'm sleeping like 10 hours every night trying to catch up.
I'm chronically exhausted, and so I've started thinking through the longevity of me, and what does that require?
WHAT’S YOUR COOKIE?
So we have this tradition in my business called ‘The Cookies.’
I say, "What's your cookie?"
Then we decide, "Okay, what would I want that's around 500 bucks?” ...and we each name what our individual motivational cookie.
And when we get our critical things done we go get the $500 thing…
… that’s OUR COOKIE!
Right now, the critical things in the business are:
And so what I've been doing this past little bit is just thinking through the strategic moves I could make in the business to save *ME*...
'Cause I'm NOT the business, but in the last few weeks, it has felt that way.
REMOVING ‘ME’ FROM THE BUSINESS
We're finally getting to a growth, a speed, and a phase where I need MORE people and an office.
I've been ‘appropriately annoying’ certain realtors in the area...
“I would walk into an office tomorrow. Show me a dang office!”
The squeaky wheel gets the oil, right! 😉
I've bootstrapped out of a room in my house that's technically my office...
But we're too big now, meaning there's three of us in this little bedroom.
I’ve got three kids screaming on the other side of the doors, and that's actually the real reason I started yelling on podcasts.
Most of you don't know that… 😂
I’d hear a little rivalry going on between my first and second kid, and that's the real reason I’d yell…
I’d just hear them start to go at it, and I'd be like, "And you're gonna build a funnel!!!!”
...it's part of the reason why I'm out at the park right now!
I love my kids, and I never ever, ever, ever, ever wanna stifle their energy levels, so I need to move.
I'm all for bootstrapping, there's no reason to spend money you don't need to, but now is the time...
So the office, the assistant, the support person, those are the next strategic moves that I'm making.
IT’S MONDAY, BABY!
The other thing that I'm doing is diving heavily into onboarding systems and processes.
I’m actually moving a lot of my systems out of Trello.
If you guys are like, "Steven, I don't understand what you're talking about."
I totally get it.
Project management systems are awesome but they can also be a big pain in the butt.
Sometimes they're too intensive.
I love Trello, but I need something that's less breakable for users.
I need something that I don't need to educate my people for.
So we're switching to monday.com 'cause “It's Monday, Baby!”
I should be an affiliate for them, that'd be fun.
So we're changing and transitioning everything from Trello to Monday... and we're putting more onboarding processes in place.
... and that's where I am.
BUILD SLOWLY
So right now…
There’s a lot of stuff in the air, but it’s on purpose.
And I wanna drop one little nugget here.
I always want to build certain things slowly.
I heard Dana Derricks mention this as well.
He's like, "Yeah I wanna build stuff slowly so that I can build a system behind it."
And I was like, "Oh, that's awesome."
I'd been building that way, but I’d never put it into words like that.
I like to do is build these systems slower than it looks like I could because I'm building a system behind the system.
80% is already done, but it’s that last 20% that makes it more turnkey...
The last little 20% putting the systems into place... I do slow, and it's so that I can critique my own thing.
MY FAVOURITE SEMESTER
Back when I was in college, one of my favorite times was a semester where we had no classes.
The ONLY thing that we had to do was to start a business from scratch, and the professors were NOT allowed to help us or give us any instruction.
All they were supposed to do is…
… and that's what we did.
It was one of the greatest educations in all of my college experience.
I was with this group of 15 other students, and they put us in the food business.
I suck at cooking.
I have no desire to learn cooking, I just don't. I'll pay for someone else to cook me food, and I do.
So when I heard I was in a food business, I was like, "Oh my gosh, are you serious? I don't wanna do this."
I was mad about it.
At that point in my life, I was already gung ho entrepreneurially and everyone knew that, so they voted me as the CEO.
I was like, "Crap. Dang it, I don't wanna do this."
....and what happened was every single decision was being placed on my shoulders…
EVERY DECISION!
For example:
We were selling empanadas, I didn't even know what they were.
Someone would say, "Stephen, we've got these logo designs, which one do you like?"
(Back when I thought logos mattered 😉)
And I'd be like, "Oh, let's go with that one."
And then someone else would walk up to me, "Stephen, do you like this flavor empanada or this one?"
And I'd be like, "Which one does the customer like more? Sweet, let's go with that one."
"Stephen, the supply chain's having an issue and we're having an issue with a certain kind of ingredient, it's not gonna show up till this time, but we think we can hold out if we cut back recipe usage of this one ingredient for a little while."
“Okay, cool let's do that.”
It was *MURDER*
For the first three, four weeks of that semester, I was dead.
Then for some reason, I was like, "Oh my gosh, that's why you create departments."
And that might sound funny... but I just didn't know that.
So I was like,
# "You five, you're gonna go over, you are now in charge of finance.
Please keep track of all the numbers, make sure our margins really are what we think they are.
Help me know what we can spend on marketing stuff."
('Cause I thought marketing needed a budget back then.)
# I was like, "Cool, you five over here, you're in the supply chain, please order all the stuff mix, we have enough things that we can survive with.
Make sure you talk with finance to make sure that the stuff you're ordering can actually get paid for."
# Then I went to marketing, "Hey, what's up, marketing?" '
(I thought marketing should be a department by that time also.)
I was like, "Hey, marketing, please bring in more sales, we really need to bring our projections and how much money we're gonna make by this level, by this time."
And that helped.
Another week would go by, another two weeks would go by, but I'm still having all these people come in.
So then I created department heads.
I was like, "Cool, 80% of decisions are gonna be made by these heads. I'm just going to work with the heads of each department daily, that's it…”
And I went to them.
And suddenly our little fledgling system business actually started growing wheels, and we did quite well selling broke college students empanadas.
We had health inspectors come on in, and it was a crazy cool experience.
One of the reasons why it did so well was that halfway through the day, during the middle of the busiest seasons, I would disappear.
You see where I am right now… 😉
#ParkLife
I disappear to observe my system.
IT IS YOUR FAULT!
One of the issues people have when they start putting together some of these things that I teach is that they think it's the person that should be held responsible.
Now ultimately, sure, right!
But that's NOT actually what you need to be judging the success of your marketing with.
You judge the system, not the person.
There was a time a while ago, (this isn’t happening right now)...
There was a time a while ago, I was like, "Why aren't these individuals doing this thing that I asked?"
And after a while of being completely belligerent in the way I was judging the person falsely, (which I shouldn't have been), I realized…
"Oh my gosh, my system sucks. It's NOT the person.”
Q: Have they ever had success?
A: Yes, they have.
So it's NOT them, it's my system, it's *ME*.
And taking that level of ownership and realizing that, "You don't have a process in place..."
That's helped me like crazy.
So why am I bringing that up right now?
I'm bringing that up right now because we have one of the most incredible programs ever that cause A LOT of success for people in the funnel and marketing world.
This is a powerful program, I know it is. It's NOT cheap but it's powerful.
And so my role in the program is NOT to do the program; my role is to tweak the program.
My role is to look at the systems and the structures that deliver what we promised and tweak the processes.
That's my role.
So when I talk about the next steps:
Frankly, it’s ridiculous that we haven't had those things yet. I'm just gonna be honest…
We're kind of dying and it's a little bit insane that we haven't got that support yet.
Sooo…
My role is for the next little while here is to solely focus on the process for the fulfillment for these things.
MAKING IT SIMPLE
Here’s the question I’m asking…
How can I make it so stupid simple for every client that comes in?
(... it already is, but how can I keep doing that?)
I'm gonna ask the question again and again and again…
That's where simplicity comes in.
*YOU MAKE IT SIMPLE*
I probably spent 20 hours cutting OfferMind material, NOT adding complexity.
I was chopping stuff to make it so simple that everyone would get it, and they did.
And I know that’s one of the reasons WHY the event has been raved about so much on the Internet.
I chopped stuff out, I didn’t add.
There’s a quote from Ray Kurzweil that says:
The purposeful destruction of information is the essence of intelligent work.
Don't keep trying to make stuff…
Instead, see how much you can take away.
And that's the key with it. that's the key to building processes... that's the key to ANYTHING you're delivering.
I'll tell you…
Russell gave me some advice a little while ago, and he's like:
"Hey man, if I was ever to start this over again, I'd focus on certain areas, but instead of doing ‘this and this and this and this and this and this and this and this and this…’
I would make my product do ONE THING really well."
And I was like, "Oh that's gold, my friend.”
#Gold
Anyway, so I know it's a longer episode here, but I just wanted to recap what’s happened and what my NEXT steps are.
So super excited about it, really honored by it! I’m pumped to have those of you who are in OfferLab with me - 'cause *this* is pretty ridiculous.
#DevelopingMyCatergory.
BOOM!
If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good.
But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?
That's what I struggled with for a while until I learned the formula.
So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.
Wanna come?
There are small groups on purpose, so I can answer your direct questions in person for two straight days.
You can hold your spot by going to OfferMind.com.
Again, that's OfferMind.com.
Here's a sneak peek of the event hall, the week before OfferMind. I walk through some of the event psychology…
I’m about to take you back in time to four days before my 2019 OfferMInd Event…
So I can reveal to you…
OFFERMIND 2019 TIME TRAVELING
I’m standing in the Boise Center where, in ONLY four days, OfferMind2019 is about to take place!!!
It’s a beautiful place with lots of salespeople hanging out below me in the courtyard!
I'm not finished with my slides or my presentation… and we have a ton of swag to stuff…
But I want to take a moment to show you around and share some fascinating event psychology that you may not be aware of.
What's fascinating is that I’m completely aware that…
What I am doing right now is NOT normal for the amount of time that I've been doing it.
… it's NOT a boasting thing, but it is a reality.
I haven't been graduated from college for even four years yet, which is nuts!
I'm pretty sure we just crossed $2 million in total revenue, and now we have an event that’s gonna be around 650 people - that's crazy!
Let me ask you a question…
Q: How many people have built a funnel?
A: A lot of people have built a funnel.
Q: How many people have built a funnel that has made no money?
A: A lot, right?
… and that's rough to say, but it's true.
However, it's NOT the funnel. It's the person.
At the time of me making this video, we’ve sold 624 tickets and for the last few months, we've been selling roughly 10-tickets a day…
I don't know why, but that's about what we've been at for a little while, and it's pretty steady.
Selling events is hard.
It's one thing to sell a product on the internet, it's totally different to get somebody to…
You know what I mean?
FROM CLICKFUNNELS TO OFFERMIND
I left my job, January 1st, 2018 - that's when I officially pulled the cord and decided to be a solo entrepreneur…
I very quickly realized that being a solo entrepreneur is the same thing as being broke.
So things have changed a ton for since then… and next year’s OfferMind is gonna bring things full circle for me in an exciting way…
But for now, let’s go back to OfferMind 2019!
So when people enter the building from the courtyard, they’ll use the escalators or the elevator to get to the event hall.
Registration is gonna be in this room….
We're flying in a company that ONLY does registration for events - ‘cause the registration process has gotta be smooth like butter.
We have these iPads loaded with all the ticket data, so you come in and you plug in the email that you bought with and it finds your record…
And then, right on the spot, it actually prints out the ticket. It's really cool.
Everyone gets a tag, but if you're a VIP you get an extra little tag that says ‘VIP ‘ - that gives YOU access to a bunch of stuff.
You get a t-shirt, a ton of other things
THE WAR AGAINST BAD SWAG!
Oh, my gosh, our swag is soooo good!!!
I hate bad swag.
I owe it to my message to make nice swag... and so, I do.
This event cost me a solid quarter million.
*SOLID*
I love what I do and I want people to have a good time when they show up.
And when I say “This is marketing,” I can't be the guy who has no proof in the way he's living.
*I owe it to my message*
It's NOT about showboating 'cause I certainly don't do that...
Man, I get my haircut at SportsClips 😉
So, swag-wise, people are gonna get…
There are about 30 amazing incredible volunteers showing up to do and I'm so appreciative of them.
We got A LOT of swag to set up.
We have from 1 PM to about 4 PM Sunday to stuff swag and get things ready.
AN OFFER HE COULDN’T REFUSE!
Some people have asked, "Stephen, why did you do the event on Labor Day?"
Well, if you go back to Sales Funnel Radio (maybe 50 episodes ago)...
The title of the episode is How I Pitched Russell Brunson to Keynote at OfferMind.
...I went through, in-depth, the offer that I sent to Russell in order to ask him to speak - ‘cause he doesn't speak at events anymore…
So how did I get Russell to turn up at OfferMind?
And, NOPE, it wasn’t just because we have a relationship - I was NOT willing to rely on that.
Part of the offer was that he got to choose the date.
That way, it was very hard to say, "I just don't have the time."
We were like, "Well, we’ll move it," and we did!
OfferMind was supposed to be in July, and then we thought maybe August... and then we were like, "What about October?"
One of the reasons we got Russell was because I was like, "Well, you get to choose the date.”
( … some of the others were Sushi and massage, but you’ll have to read the blog post to find out more 😉)
KEEPING THE DREAM ALIVE
For people who came to OfferMind last year, we're actually doing a special breakfast for them on the morning of day one.
I'm gonna meet-and-greet and say, "Hey, thanks so much. Thanks for keeping the dream alive."
This is my second OfferMind, and the first one had 150 people - this one has 650!
That’s NOT normal growth in one year.
(...in fact, I think, it's only been 11 months.)
GET RICH GIVE BACK
So anyway, as you walk back out to the main foyer, over on the side we're doing an OUR donation.
OUR are actually bringing a booth - it's super heart-warming.
I gotta be honest, I'm actually really excited we're doing that. It's one of the things I'm most excited about for this event, frankly.
We also have a swag store that's going right over there, 'cause all you all love the Capitalist Pig...
We also have ClickFunnels coming to talk about One Funnel Away.
ClickFunnels is coming to freaking OfferMind.
WHAT!!!
It's one thing to get Russell, (which is really hard), but to get ClickFunnels to come, I was like, "WHAT? How about them apples! What's up son?"
OFFERMIND EVENT ‘SECRET SAUCE. PSYCHOLOGY
You need to understand that one of the reasons events work is because you transport somebody.
So next year's OfferMind is actually in San Diego in the same room that my first Funnel Hacking Live was in.
OfferMind 2020 is in the same room as Funnel Hacking Live 2016.
… it’s kinda like, "Let's tie the bow on this, let's go full circle!"
We already have the room…
But what's funny is that when I saw the room, I did not recognize it.
And that’s a very key point…
When you set up an event, it’s my belief that people can't realize they're even in a room - it has to transport them to a different scenario.
There are very few things on this planet, in my opinion, that are more effective than attending a live event.
I'm a sucker for live events; I think I'm speaking at six in the next 10 weeks after OfferMind.
I'm speaking A LOT this fall.
And you have to be able to transport people to a new scenario when they come to an event.
So, at OfferMind, there’s gonna be...
We’ll have around 650 people, and about 100 are gonna be Early Access.
The doors will stay closed on purpose until right before the event because there needs to be that feeling of anticipation!
So the doors are gonna be closed, they cannot just walk in.
At 8:30 AM, we have VIPs walking into Early Access... and then at 8:45, only 15 minutes before the event starts, the rest of the doors open.
AND IT STARTS… and there's gonna be smoke and lights!
*It has to transport people*
And maybe there's a better way to say it, but if they came back to this room a few years later, (like I did at Funnel Hacking Live), they should NOT be able to recognize that this was the room they were in…
That's happened at pretty much every single Funnel Hacking Live event I've ever been to.
The change of scene pulls people out of their comfort “I'm gonna stay the same way I've always been” zone…
… so they actually have the ability to make some real changes in their life.
There’s a little state control with it, but what's MORE powerful in my opinion, is that people are doing things they've never done because they're in a place they've never been.
They're in a state that they're not used to being in, and they find out:
“Good crap! I am capable of more in my life than I knew that I was previously.”
That's why you do it.
It's a pre-frame for everything that they will hear on the stage.
So anyway, the room itself…
UP CLOSE & PERSONAL
I don't like deep rooms, I like shallow rooms that bring the people closer to the speaker and the slides.
So we're changing the long hall to a shallow room…...
...and the backdrop is gonna go across the whole back part right there.
There's gonna be tables for everybody, which I like because I take A LOT of notes.
My first Funnel Hacking Live, I took 56 pages of notes.
I found the notebook the other day too, I take a lot of notes.
Have I ever reviewed them? No. That's not the point. That's how I learn.
When I process and I'm thinking, I take notes. For some reason, adding an action really helps me learn.
I don't care if people don't read their notes, I hope they do, but that's beside the point.
We’re gonna have tables for everybody so they can go in and take notes.
We have the coolest looking notebook ever and a beautiful pen, which might sound cheesy, but I'm a little bit of a geek for that.
I don't need a crazy expensive pen, but I like a good pen.
We've got water bottles and there's an event book.
The event book is the guide of the event and the schedule of when things are happening.
We don't put times on speeches, because we don't want people cherry-picking which ones they wanna go to.
Events are crafted in an order.
You're supposed to receive the event in ‘an order’.
In my opinion, almost as hard as filling the event, is coming up with the event order.
A lot of times you'll see people who have never thrown an event before, and they just like, "Who's speaking next?”
Urgh, NO!
Events are meant to be consumed in ‘an order’ because they're experiencing a webinar over two days.
We’re obviously recording it, so I've got photographers walking around all over the place.
I have multiple videographer companies - 'cause we need a lot of creative.
I want people to find themselves in the pictures when we release them to everybody else afterward.
I think it's crazy that events will keep their pictures of the audience.
Man, if you give that out and share around, it is the craziest pieces of social proof ever.
Don't wanna hang on to it.
I want this to be a well-documented experience.
And if the audience can't do it, then it's such a big deal that I will spend a lot of money to create the creative and then hand it out afterward.
It's a BIG deal.
I spent a lot of money on creative and AV and stuff like that. AV is very expensive, but that's okay....
It’s part of the experience. It needs to transport them.
HOW I AFFORD EXPENSIVE THINGS IN MY BUSINESS…
Let me tell you…
I would NOT be able to afford this event with my current cash flow levels had it not been for affiliate marketing.
That's another affiliate marketing plug 😉
Go to makeaffiliatesgreatagain.com. (of course, it's a playoff the Trump thing, come on), and you can see how I run all my affiliate stuff.
In fact, I give access to a lot of sweet programs for FREE.
Anyway, that's beside the point… 😉
But that's how I've been able to pay for all the stuff that I do.
I actually do what I teach.
Whenever I need to pay for something expensive, I'm like:
"Hey, here's my normal cash flow levels...
We're only allowed to scale ads to a certain level, (thank you, Facebook, or wherever we're putting ads)...
So even if we did scale as aggressively as we could, it's still not gonna be the cash flow level I need in order to pay for something really expensive...
How else could I pay for that?”
I watched Russell solve that problem multiple times with a much higher price tag.
Entrepreneurs are problem solvers.
OFFERMIND 2019 - WHAT HAPPENED?
OFFERMINDDAY #1:
Who Spoke...
Dana talked about how to find your Dream 100.
I think everybody has at least a bit of an idea on what to do once you have the Dream 100, but figuring out who to put on the list is very hard.
It's kind of a challenge - you don't take people off your list easily, so who do you put on and who do you NOT put on?
(I did an interview with each of these speakers, check them out…)
Brad Gibb talked about what to do to cash flow ‘personally’ harder from your business.
The reason this is important is that…
There are A LOT of Two Comma Club Winners who are broke - their business has money, but they don't.
And so Brad’s taught what to do to actually get paid and compensated for the hard work that you do.
So Brad taught personal cash flow tactics.
I taught my process; last year was good, but it was pretty nerdy…
This year was very different.
By the end of day one, people had a clear idea of what their offer is and why it will sell.
That's another thing I've noticed when listening to people who've made money...
A lot of people don't know WHY they made the money.
You should be able to have a clear understanding of your message and your offer.
OFFERMIND DAY #2:
If you’re thinking, "Oh I know what a message is..."
*I highly doubt it*
I highly doubt it you will have heard about it in the way that I talked about.
In fact, I've had a hard time calling it ‘a message or an offer”
'Cause I don't want people to think they know what it is.
It probably isn't what you think
A campaign, definitely not - that's a dying term in today's direct response marketing world.
…. how to actually offer what you've created.
And then…
What's interesting about some of the things I've watched Russell go through is…
Same skill set, different vehicles, vastly different increases in revenue.
So choosing the business model matters.
This is NOT a funnel event, it's a money event.
And next year, same thing, but we'll have different speakers probably every year.
But, anyway, it's not a funnel event. It's hardly an offer event. You're gonna learn offers, but it's really a money-making event, #Oink.
I'm really psyched about all this stuff.
It's extremely rare for how long I've been out to do something this big and I get that, and I feel the pressure of it.
I’ve not been sleeping a lot, which is just part of the game.
And I always get people to reach out and say, "You should sleep."
No. I'll sleep after it's over!
SELLING OFFERLAB
Of course, I'm gonna sell...come on!
My program is called OfferLab and I haven't been that public about it 'cause I've been testing it for the last year, making a lot of tweaks.
This is the second year that we opened enrollment...
We had 200 of these awesome boxes that are stacking way up high on this super tall window.
They also got what we call the golden ticket to get picture with me on stage.
My program's good and it changes tons of lives.
I know it's good, so I have a responsibility to sell, and I hope you treat your product that way as well.
I really look forward to selling, it doesn’t freak me out. I'm actually really stoked about it.
I wish we could just start with that.
We did sales tables at the front of the room and no sit down ‘one-on-one’ conversations with sales guys.
...if people like it, sweet. If not, that's fine too.
It was low key, it's NOT a high-pressure thing.
I'm also sharing the patterns I found among four or five old school marketers of how they behaved when selling products.
... and it's one of the reasons my stuff has done so well.
I looked historically at what all the old dead guys doing before social media and the easy cop-out ways to promote were even around.
I'm sorry, did I say that out loud? 😉
Well, I found those patterns and I've been applying them!
...and I'm gonna share that too.
Alright, guys. I'll see you later. If you guys want to come to next year's OfferMind, we'd love to have you.
For next year's event room, I don't wanna go above 1000 people. I just don't.
For Funnel Hacking Live or other people's events, 100 people to me feels a little bit small. Maybe I'm just kinda weird that way…
When it's a higher ticket program, I want it a lot smaller, and that's how it is with OfferLab - it's way smaller than this because it's very workshoppy.
I literally walk around the room and spot check people's funnels and offers and campaigns.
It's really fun.
So, for San Diego, we'll probably cap the room.
There's 650 at the last OfferMind, and I'm seeing where things are moving.
I'm seeing what it takes to put on something like this. I don't want the room over 900 or maybe a thousand. I just don't.
So, go to offermind.com to get a ticket and more information.
I'm hoping that this is inspiring you - that's the whole purpose of this episode. It's NOT to showboat. It's to say, "Holy crap! It's been 20 months only, not that long."
A lot of times, you can pull amazing stuff off as soon as you get out of your own way.
Funny enough, for me, one of the biggest keys was confidence.
I’d love to have you come to OfferMind next year.
Get rich, my friends.
BOOM!
If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good.
But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?
That's what I struggled with for a while until I learned the formula.
So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.
Wanna come?
There are small groups on purpose, so I can answer your direct questions in person for two straight days.
You can hold your spot by going to OfferMind.com.
Again, that's OfferMind.com.
I'm frequently asked how you know when you’re following-up too often? Here's my answer, some stats, and a few guidelines to consider…
"Steven, how much is too much emailing? How much is too often to follow-up with somebody after I try to sell them?"
(Those of you who are experienced might be chuckling just a little bit here…)
But or those of you who are brand new at this game or haven't had success yet - this follow-up question is pretty common for me to get asked!
And funnily enough, the answer is very, very simple - so I wanna give you a few examples to illustrate.
SALES FOLLOW UP?
I recently heard Frank Kern talking on Instagram.
He had this bowl of mints and he put them in 3 different piles…
He said that one of the biggest mistakes people make is ONLY targeting those who are ready to buy immediately.
Funny enough, he said that it's not actually those who are ready to buy right now that you need to be focusing on…
You should actually focus more on the second group who’ll be ready to purchase in 60-90 days
And I totally get what he's saying.
By all means, #GetTheSale by focusing on those people who’re ready to purchase…
But don't neglect those who need to wait 60-90 days in order to buy…
… because it’s actually a much larger pot.
I was like, "Oh, that's super clever."
One of the major benefits of publishing frequently, (if you've chosen to follow my advice and do that), is that it allows you to warm up the 60-90 day pot.
HOW TO FOLLOW UP WITH LEADS...
So here are the general questions I tend to get asked:
My standard follow-up sequence for a funnel is usually about five days long...
However, there are other scenarios where the follow up is much longer than that.
I was talking with Trey Llewellyn, (we both went to Myron Golden’s speaker training event)...
I was like, "Holy crap, that's Trey."
And Trey looks up and goes, "Oh, my gosh, that's Steve. Look at those eyes."
Anyway, we were chatting and he told me about one of his webinars where he's got something like a two-month follow-up sequence.
I was like, "Holy crap, that's BIG!"
He goes, "Yeah, yeah, I know."
He told me that he ALWAYS gets a few more people buying because of the length of the sequence.
There are A LOT of marketers who will wake up and add an additional email at the end of a massive email sequence...
...so now they have this year-long email sequence.
Follow-up is EVERYTHING.
I FOUND THIS IN MY CUPBOARD!
When I was doing door-to-door sales, they handed us this manual, and I still have it. 😂
I found it in my cupboard ...and it has some really interesting stats about follow up.
This is actually from that old door-to-door sales manual:
“If you've ever watched a four-year-old, “No!” doesn't bother them.
So the next step is just to keep asking.
Don't be stopped by the first ‘No’ - continue to ask for the sale until they give you a ‘Yes!’”
Now, if you’ve studied any kind of sales, or if you are a salesperson, you know that the first “No” is actually when the sale begins.
When your prospect says “No” ...it actually guides and helps you know what you should be doing next.
So this is a powerful principle to understand 'cause most people think “No” means NO!
But usually, ‘No’ means…
Most people are NOT ready to purchase right out of the gate.
To illustrate my point, I'm just gonna read you a few stats...
F
47% of salespeople stop after the first “No”…
That means that ALMOST half of salespeople NEVER follow up.
You might be thinking, “Well, Steve, that doesn’t apply to me, I’m NOT a salesperson!”
BUT…
If you're an entrepreneur, make no mistake, you ARE a salesperson.
That means that almost half the people who are out trying to sell their things never ask more than one time, EVER!
Think about that… that's crazy!
YOU’RE LEAVING MONEY ON THE TABLE
Most people never even do just one follow up and, let me tell you, the majority of my money comes from follow up.
But most people don't even follow up once…
#CRAZY
Twelve percent of people will fail to follow-up after the fourth rejection.
However, statistically, it takes six to eight follow ups before MOST people are willing to say “Yes.”
Now, there’s a way to follow up that's annoying…
... I'm NOT telling you to do high-pressure sales.
However, I looked at a ton of credible sources for this data, and it confirmed, "Yeah, a lot of times people need more follow up."
But…
There's a way to do follow up with A LOT of value.
ASKING FOR THE SALE
You’ll notice that a lot of my Sales Funnel Radio episodes have the same outro and the same call to action at the end of the episodes.
I use the same outros over and over again.
That's me asking ‘again’ for the sale.
So understand what I'm telling you about here…
You can continue to ask over and over and over and over and over and over and over …
But it doesn't mean you need to be annoying…and it doesn't mean you need to be high pressure.
In fact, I ask you to NOT be high pressure, because that's gonna be hard on your future sales…
… you’re really gonna piss people off!
Here’s another stat for you:
94% of salespeople fall short after the fifth ”No!”
But if you think back to what Frank Kern was talking about…
Most people need the 60-90-day range to make a good decision.
That doesn't mean don’t get sales from those who are looking to buy, it just means don't neglect the greater percentage who aren’t ready to purchase yet.
There’s a ton of marketers who are solely email-based, and they just add another email or two to the end of their sequence…
... and they end up with a giant sequence.
I think the longest one follow-up sequence I've ever heard of is well over a year.
You join their list and it's all automated and the money comes in during the follow up.
DON’T BE AN AMATEUR
I think it's Brendon Burchard who says that he spends aggressively to acquire customers.
He's willing to be in the hole for several months because…
The follow-up is where he makes his money.
You've probably heard Russell Brunson mention that amateurs focus on the front end…
… and the reason why that’s true is that the professionals know that people joining your list is NOT enough - *you gotta go follow up*
I’ve got a few students that ask “How many times is too much?”
( ...and I wanna get into that in a moment with you)
But during my research, I found one blog that was kinda funny; it said that there are only a few scenarios where you should stop following up with somebody…
It was joking... but there's some seriousness to this as well... 😂
Another reason to stop following up with a prospect is…
But then you should just start following up for the next sale.
I think we get a little bit weak on our follow up 'cause we get nervous.
However…
There's a way to follow up while adding a lot of value
...and I ask you to follow up in that way.
THIS MAY PISS YOU OFF!
When I'm creating a follow-up sequence I do a standard five emails; usually, within three days.
That's just kind of my standard rinse and repeat version.
But I don't want just anybody on my list!
It common practice for some marketers to routinely download their list, and then remove everybody who hasn't opened their email for a while…
…. and from an email deliverability standpoint, I get it.
But from a marketing standpoint, I have to say, that “I feel like that's somewhat of a failure to do that…”
So instead...
I want people to NOT like me so much that they opt-out.
#GOOD!
Think about how much I spend to put somebody on a list… and then I go take them off???
In my opinion, they should opt-out because I've been aggressive in my marketing and because they’re truly just NOT a fit.
I would rather people opt-out my list than remove them myself because I was NOT marketing hard enough.
Does that make sense?
LIST MANAGEMENT LARSEN STYLE…
I honestly, I don't take anybody off my list...
Instead…
....about what I believe or don't believe in!
I'm so aggressive that people will opt-out if they’re NOT a good fit.
I use SendGrid and I've got four different SMTP accounts…
… it's awesome!
And I think it's because I truly do share a lot of my opinions on here.
In fact, some of the funnels I've launched in the last four months…
For example:
Any time I launch Make Affiliates Great Again, I mean, come on, it's totally a play of Trump's thing; “Make America great again!”
We even put Trump's toupee looking wig on top of the logo.
… and it was offensive to people!
I knew it would ruffle some feathers, but I didn't realize how many feathers it would ruffle.
It was A LOT of feathers.
People started opting out….
#GOOD
I wasn't like, "Oh my gosh, how many unsubscribes there are?"
I would rather it was that way; I don't wanna go clean them out myself. I want them to opt-out.
The Capitalist Pig thing; people opt-out…
… that's okay.
I get about 80 to 100 people joining my list a day and I think I get 10 to 20 leaving every day too.
I’d rather be that way.
I'm gonna clean house, man, but I'm doing it with a marketing message.
Meaning, I don't wanna go send it to some list scrubber.
THIS WORKS!
Here are the rough numbers to prove it… 😉
Every single month, I usually make about 30 to 40 grand in front-end kind of offers.
And if you're like, “Steve, I don't see any front-end offers?”
It’s because I treat my affiliate things as front end offers, and we do 30 to 50 grand a month in those things…
Now, if we didn't do any follow-up, if there was nothing else I could push too, it would end there…
But we actually do anywhere from 120 to usually 200 grand a month.
So we're making another couple of dollars per person we're bringing on in.
The fortune’s definitely in the follow-up
YOUR ‘NEW’ FOLLOW UP STRATEGY
So when people ask how much follow up is too often, I don't know…
I haven’t found the limit yet!
When people build lists and they say, “I don't know what to do with it?” - my answer is SIMPLE...
Man, send messages to them!
If they don't like it, then they’ll leave and actually do you a favor
... so don't worry about it.
I get it, I had the same fear.
However…
The faster you get over the fear of following up, the faster you're gonna have a thicker wallet.
That mentality in your head is directly tied to revenue.
So think through about how you're gonna treat your follow-up as seriously as your promotions.
... I shared mine with you a few episodes ago.
I have a little SOP around how I'm gonna treat my follow-up sequence regardless of what it is.
The fortune is certainly in the follow-up.
Remember, you don't *STOP* until they…
… 😉
Anyway, hopefully, you enjoyed this! I appreciate you, and I’ll see you next time ( unless you unsubscribe 😎).
Bye.
Haha! Awesome episode, right?
Hey, bear with me for just a moment while I tell you about makeaffiliatesgreatagain.com.
Probably one of the most fragile phases of being an entrepreneur is that tender spot where you have just enough cash coming in to get excited…
But expenses also increase a little while you take on:
It can be heart-pounding, and frankly, nerve-wracking.
Well, one of the ways I've kept ownership of my companies and NEVER picked up any debt or used any of our family finances to grow the business, was through affiliate marketing.
My first dollar online actually came from affiliate marketing, ONLY a few years ago.
So I often get asked the question:
“Steve, how can you have been bootstrapping this and scraping by so hard just a few years ago, but now have a business that makes millions in revenue?”
… that's a fair question!
So besides having kick-butt products, when I've needed to get some extra cash for an expensive project, I have a very specific method of affiliate marketing that gets me paid to sell other people's products.
You wanna see how I do it?
Just go to makeaffiliatesgreatagain.com.
ClickFunnels actually wants to know how I've been doing this as well…
So I just wrote a chapter in ClickFunnels' new book called Affiliate Bootcamp…
If you wanna see my chapter, and be shown how I treat affiliate cash in my business, just go to…
... and you'll get a bunch of other cool stuff from me - like, the actual Make Affiliates Great Again Funnel…
The one you're gonna see there - it’s pre-built - it’s awesome - and you can download it.
You also get my audio chapter on how I create affiliate offers.
You get the actual video of me training my team on how to build ‘Make Affiliates Great Again’ - it's crazy valuable.
Plus you also get several my other stage speeches.
How I launched my affiliate offers…
And you'll even get a discount ticket to OfferMind… + the Make Affiliates Great Again Mini-Course…
Is it okay if I over-deliver???
If you want ALL that for free... (plus other things), literally just sign up at makeaffiliatesgreatagain.com... and then, sign up for the New Affiliate Bootcamp through my affiliate link.
Go figure.
My friends, get rich, give back.
Here's a snapshot of the mental stuff I do to stay in the game before I speak on any stage...
It seems like questions often come in themes and in waves.
I don't know if it's just 'cause I have my ear to the ground listening to what people are asking me…
But it seems like the recent wave of questions are all about, “How do you prepare before you go on stage?”
By the time you read this, OfferMind 2019 will be over, and so I thought it would be the perfect time to share how a guy who used to hate public speaking preps for LIVE events
I didn't really think about my preparation until people started asking the question, but when I started to look more closely, I discovered that:
Before I speak on stage, there's a pattern that I go through that comes in two phases.
… you may find some of what I do a little surprising, (and frankly, a few years back, I could never have imagined myself doing some of this stuff 😉)
MY TWO-PHASE SPEECH PREPARATION
On my office floor right now, there’s tons of yellow paper all over the place…
... and it's where I collect my ideas as I start to think through and organize my content.
I've done it for a couple of years now... and the system works well for me, and so I keep doing it.
So it's the preparing/ thinking phase where:
(I actually use a cool bit of kit that Alex Charfen introduced me to, I’ll show you a bit later)
However, as the actual event gets nearer, my behavior changes a bit as I move into the 2nd phase.
So I thought it would be kinda cool if I wrote a list of the things that I do, and shared them with you…
STATE CONTROL 101
There were many times at ClickFunnels when Russell would walk in and be like, "I'm not gonna lie, I really don't know what I wanna do what I gotta do today...”
I’d say, “Yep, I'm not gonna lie, I gotta build three funnels today, me neither!”
...and we’d be like, “How do we move forward?”
So we’d take a moment, and sometimes we’d…
...but we always used the same few things to kick us into state (usually, Seven Nation Army).
We’d jump about and do some Tony Robbins type state control…
I did mentally make fun of it for the first little bit….
But then, I was like, "Oh my gosh, what if, what if this actually works?”
... and I started doing it.
*IT WORKS*
Suddenly, it's like, “Man, I'm really tired, but I'm ready to rock.”
And as the last three years in my ‘stage speaking career’ have unfolded, I’ve come up with my own kind of state control patterns that help me get ready to go on stage.
PRIMING YOUR RAS RECEPTORS
I've been listening to a super fascinating book lately called Buying On The Brain.
...it's a challenging book to chew.
You really gotta think hard when you listen to it.
So if you're like, "I don't wanna go listen to it,” don't worry, 'cause I'm a nerd and I'm gonna distill it down and bring the key takeaways back to the show…
Anyway, I've been listening to this part of the book and it talks a lot about the RAS receptors in the brain...
Let me explain…
Have you ever woken up a little bit late with that anxiety feeling?
You’re fast asleep and suddenly, you wake up - BOOM! “Oh, crap the alarm didn't go off,” or whatever… and you go flying out of bed!
Everyone knows that feeling...
You get that hasty, “Oh, My Gosh,” feeling and you go flying around to get all the pieces together, and jump in the car…
You’re like "Oh, my gosh, hurry!”
You go super fast as you're driving to the office or wherever…
Finally, you arrive wherever you're late for and you're like, “Oh, my gosh, I'm sorry!”
... and the rest of the day you kinda feel a little bit off!
Q: Is the rest of the day really off or is that just kinda how you were pre-framed?
What's interesting about RAS receptors is that, once we focus on them, the brain starts to look for those things above everything else…
The great news is that we have a lot of control over *WHAT* we focus on.
I was talking with my wife ('cause I teach her a lot of the things I learn to make sure I know them)...
I was like, “Did you ever notice how when we bought our car, we suddenly are seeing that car all over the road?”
(We got this new car, it's like a family car, family SUV 'cause we've got three kids.)
She's like, “yeah!”
I was like, “I learned why! It's because we have these things called the RAS receptors and whatever we put our attention on we start seeing in the world.”
.And so that brings me on to another way I like to prepare…
SEE YOUR FUTURE
Before I go on stage, I make sure that I’m visualizing:
Before the last OfferMind, the way that I prepared relied heavily on visualization.
WINNING THE MIND GAME
There’s a fascinating study around the concept of visualization…
They hooked up an Olympian to a whole bunch of brain sensors and said:
"Okay, Olympian, go do your event."
The Olympian ran around the track (or did whatever their event was) while their brain waves were tracked.
After they’d relaxed, the same athlete was sat in a chair, hooked back up to sensors, and asked to close their eyes to imagine doing the same event.
NOW HERE’S THE FASCINATING BIT…
There was zero difference in the brain scans between the real and imagined events.
The brain didn't know that the imagined event was NOT real.
So that’s one of the reasons why pretending, play, visualization, setting goals and thinking about where you're going to be in the future are very powerful tools.
This was my second OfferMind, but I have mentally visited the stage hundreds of times by the time the event came around.
Do you understand that?
That's a BIG principle - it's a huge concept to understand.
The same thing was true with:
...I think about it and visualize it happening waaay before the actual event!
It's the reason why obsession is practically required for you to succeed.
When people say, “Have life balance…”
What the freak is life balance? I don't know what they’re talking about. I'm just gonna be obsessed!
I'm gonna think about it mentally, and in my head, I'm gonna visualize outcomes!
I'm not gonna lie... until I started learning about some of these studies, I thought this stuff was woo-woo crap!
But several years ago, I started realizing like, "Oh my gosh, if I just think about my future, I can help make it happen."
It's not like the book The Secret where it’s like, "I'm gonna have a $1,000 show up in the mail today."
It's NOT like that.
But when you sit down, and you're actually running the event in your mind - things start to happen the way that you see them
There's a reason I started dreaming in the ClickFunnels editor after I started working for ClickFunnels…
Because funnels were so ingrained in my head; when Russell was like, "Hey Dude, I need this funnel in the next two hours."
BOOM!
I knew that play because I had run that play in my head so many times.
Visualization is crazy powerful.
The brain fires the exact same as if you were actually doing it, your head doesn’t know the difference.
I TALK TO MYSELF
Here's a little vulnerability...
I don't know what the deal is with warm showers in the morning, but I start talking to myself.
I totally monologue and think about being on stage.
I remember growing up (when I was a late teen), I thought about being on stage A LOT.
There’d be times when standing in the kitchen late at night, I’d freaking monologue in my head like crazy.
This is something that's been very practiced in my head and my brain for such a long time.
I didn't really realize that until I started learning these other studies, and I was like: "Oh, crap, I've been preparing for this far more than I realized."
And there's a caveat to it... there's another side of the coin…
THE ‘BIG’ BUT...
If you have a natural tendency to be fearful, you gotta cut that crap out. You are literally creating a self-manifesting future.
It's NOT that you have to be the other side. all emotionless and iron steel, but your thoughts truly do matter.
...I have visualized what it's gonna be like when they go: "Please, welcome to the stage, Mr. Steve Larsen."
Everyone yells … the bass starts pumping and I see myself running across the stage with the lights strobing.
I visualize that A LOT.
It sounds conceited, but that's NOT what I'm saying.
I'm saying…
I've run my speech in my head a lot of times to train my RAS receptors.
CHOOSING HOW TO SPEAK ON STAGE
I make sure that how I wake up, (especially in the weeks leading up to an event that's gonna be really big and intense for me), is a conscious choice…
I wake up and I just choose that it's gonna be an awesome day.
It's as simple as that…
My RAS receptors are looking for ‘the awesome’ in the day and NOT the curve balls that are bound to happen.
I definitely choose my RAS receptor focus by deciding:
This stuff sounds cheesy, and I'm not gonna lie, I thought it was some fluffy crap until I started doing it.
Then I was like, DANG! *THIS STUFF WORKS*
I watched Russell execute things when he was like, "Duh, I'm not gonna lie. I really could use a nap right now."
He would sit back and he would take a moment to feel his feeling and then choose the outcome.
I am NOT my feelings and neither are you.
Sooo…
#1: I practice focusing my Ras receptors
#2: I do A LOT of brain practice and visualization.
...which means it has - my brain doesn't know the difference!
I visualize it a lot, and it’s something I did a lot naturally as a kid without realizing the impact it would have.
If you could be a fly on the wall of my office, sometimes you’d see me put my headphones on and click into this weird mode where I’ll forget where I am... and do my event inside of my head.
… it's kind of a form of meditation - (which brings me to point #3 ).
#3: Meditation
I wanted to share the actual meditation device that I use - 'cause a lot of you have asked.
It's NOT part of my routine to do it every day, but especially as events come up, I definitely meditate far more than any other time.
There's a thing that I use called Muse, (and here's a little product placement 😉)...
It's this headband that goes around the front of your head, and once you put it on it measures your brain signals in real-time to let you know if you are getting off course with your meditation.
So, it helps guide your meditation!
... it's really cool.
So if I start losing focus on my meditation, it actually simulates a rainstorm - it's like you're in a rainforest.
And if you start to get away from meditation it increases the tropical storm in your headphones so you know to come back.
And when you come back, the rain stops and it becomes peaceful with these birds...
...it literally trained me how to meditate.
'Cause, I'm not gonna lie… I kinda made fun of meditation for a while too 😬
But in order for me to have a clear focused head, I need to meditate...
I use this headset when I travel too and I meditate sitting in the chair in my hotel room.
I also have other practices that help me to manage my state:
I want to stay relaxed and focused on the weeks leading up to an event.
MY SPEECH PREPARATION SOUNDTRACK
Music is a huge part of my life.
In the time preparing for the event, I focus heavily on music that has very few words.
I want ‘my own thoughts’ to be what goes through my head.
In the day leading up to the event, literally 24 hours ahead of time, I listen to a lot more aggressive styled music.
Some of you guys asked for those playlists - I don't know if I'm gonna share some of those playlists with you, but I go to war in my head.
I think about becoming ‘Steve’.
A lot of things I'm doing right now are pretty rare, and I know that.
At the Last Funnel Hacking live, a lot of people wanted to come say hi, and I appreciate that…
But I started getting followed around the hotel and pitched at the urinals.
People were following Colton and I jogged around the whole event, and it got weird.
I'm totally down with saying ‘Hi,’ and shaking hands and ‘let's take a picture,’ whatever…
But people were physically grabbing me and taking me places, and it got really weird.
The bubble was crossed many times and it got awkward.
Colton and I would run around Funnel Hacking Live to avoid people and that's why we were missing deadlines.
We were moving so that we wouldn’t get stopped.
...and it felt awkward 'cause I wanted to say ‘hi’ because I wanted to say, "Thanks for following."
But I couldn't get away.
I'm fine with that, as long as I can pull a ripcord and be like, "Okay, I gotta go get ready for this now," but people weren't letting me go anywhere.
So, like, "Hey, I gotta go here, I need to get backstage," or "I have to go to the bathroom," or whatever might be.
But for the first time, last year's Funnel Hacking Live was really aggressive.
I think it was because of the One Funnel Away Challenge.
And I get it.
It'll happen to you if you choose to publish and do what I tell you to do.
But first, it was like 100 million X the intensity of the year before.
I've NOT developed that part of me… or learned how to handle that pressure yet.
(but I'll keep working on it.)
So I texted Dave Woodward and said, "Dude, can you come help me?
I don't wanna be rude, but I really have to get out of here, but people wanna say hi, and I know that I've helped them.”
... and so it was weird and very conflicting for me.
Dave came and he grabbed me and he brought me backstage to a green room, and I shut the door.
I was supposed to go on stage for my speech in an hour, and Dave was like, "Dude, you're white as a ghost. You've never had that happen before, have you?"
I was like, "No. No."
At that moment, I was Steven. I was a little bit nervous and kinda freaked out a little bit.
A lot of my kid and my teenage tendencies to retract, pull in and pull back were happening... and I was aware of that.
It was like, "I can't... Steve, where are you, man? You're going on stage soon, man."
I'm telling you this because this is a trick that I've learned.
Todd Herman has a book, Alter Ego, and I’ve 100% created one for a lot of stage stuff.
(I don't think I've told you guys the story…)
But I did planks and push-ups...
I did a lot of push-ups, sit-ups, and planks for the next hour, listening to David Goggins swear at me.
I closed the door, shut off all the lights, I needed no input. I needed to decrease the inputs as much as possible…
I'm listening to David Goggins swear at me, and about 15 minutes beforehand, Steve showed up, and I was like, "Boom! Let's rock this."
They put the headset on me and I went out, and it was an awesome impactful speech.
So anyways...
I go to war in my head
STEVE VERSUS STEPHEN
One of the reasons I listen to the music I do is because that's one of the ways I conjure *STEVE*
I'm NOT always *STEVE*... but I think people expect me to be.
I've had a few people, locally at grocery stores, walk up to me and they're like, "Oh my gosh!"
And I can feel their eyes...
They think I'm gonna be like, "Boom! Wow! Yeah!"
They think I'm *that way* ALL the time.
It's just a thing that I've learned in order for me to keep my message across.
I know I talk a lot - and we need a pattern interrupt sometimes 😉
Funny enough…
...were three things I never planned on being this big massive thing, and now, it's kind of what I'm known for. 😂
Anyway, the major point is that…
I take a moment to go to war in my head.
Before I go on stage (or anything like that), I think about…
And suddenly, it's really easy for *STEVE* to come out.
It's real easy for me to be my true self and not retract as I used to as a teenager and as a young kid.
Anyway, I hope that this makes sense...
This might be a different episode than you were expecting?
It's not about slides, it’s about how I mentally make sure that I'm fit and ready to rock?
PUBLIC SPEAKING ADVICE LARSEN STYLEE
People are fighting for what they think they should be doing in their lives and they're trusting me with that. I take that very seriously.
In my office…
A while ago, I learned from a really awesome company that:
When you don't eat, a hormone is released in your brain that increases your mental focus.
And when I went to my first Funnel Hacking Live, there were actually times when I didn't eat.
I was hungry, but they believe it's because you needed to go hunt down your food and so you need a higher level of focus.
...you see what I'm saying?
I really wanted to get the most I could out of that first Funnel Hacking Live and so there were times where I didn't eat for quite a while.
I was starving, but that doesn't mean I need to eat, right? That just means I'm hungry.
I'm NOT my feelings
... and so I sat back…
… and you can feel it happening.
*Massive Levels of Mental Clarity*
You’re hungry, but you’ve got that fighting edge.
There are times when I am creating slides and stuff like that, where I will do kind of strategic "let's get crazy mental focused" style fasting.
Anyway, there’s A LOT of stuff in my office that I use to prepare.
SPEECH PREPARATION - FAST RECAP
Play every little detail using all the five senses.
Go into that scenario and run it top to bottom in your head as many times as you can.
In fact, I heard a really awesome athlete say that"Your practice should be so intense that the game seems easy."
He said:
"By the time you actually get to your event, the amount of work that it's taken behind the scenes to get there makes what you're doing seem really easy.”
The practice is way harder than the actual event.
I was like, "That's a really good principle."
I visualize a lot.
When I wake up, I take a moment to think about the event:
I go through a lot of that stuff.
It's a massive, massive cornerstone of all this.
There’s A LOT of little tricks you can use to make sure that you’re on your A-game.
Next year's OfferMind is actually going to be in San Diego in the same room as my first Funnel Hacking Live!
It’s a massive full circle, I’m so excited for it.
We actually just had the contract signed which is exciting - it’ll be mid-September 2020 - I'll make sure the dates go out.
So anyway, guys thanks for following the journey, and those of you who are coming next year, go grab your ticket and go get rich!
So, several years ago, I walked by a stage in a basketball stadium.
It was my college campus and I was deeply concerned with what I wanted to do in my life.
For some reason, I looked at the stage and thought, "Huh, one day I wanna be on stage. I wanna be an entrepreneur and I wanna buy and sell companies."
Well, while the last one hasn't happened ... *YET* “Muahaha…” stage and entrepreneurship have.
And as my business has grown and my message has spread, a frequent question I'm asked is, "Steve, what stage will you be on next?"
Now I totally get that this feels, maybe, a little conceited here...
But considering my childhood fear of speaking up, being heard, extreme lack of self-confidence, and getting in front of people, back in my growing up days, I feel satisfied.
I thought I'd tell you where I'll be in the world coming up.
And funny enough, just literally go over to seestevelive.com, and it'll forward you to the next place.
I love stage and it's one of my BIGGEST things to look forward to in my current role in my business.
From little 10 person masterminds all the way to gigantic 5000 person events - from free seats to paid events…
Events have always been one of the ways I can deliver the MOST value and get the greatest “AHA’s” in the shortest amount of time.
Just come say hi, and go over to seestevelive.com.
Anyone can make extra money on the side.
But the moment you get serious about having a big impact on others, you'll be forced to deal with a lot of your own skeletons in the closet…
I love my childhood, but just like anybody, there's a lot of garbage which can come from things that were even unintentional.
So this episode’s a little bit different.
Recently, I took a five-mile walk around where I grew up, I wanted to face some skeletons in the closet to help me move forward.
You have to will your future into existence.
… but that’s waaay harder to do if you’re still hiding from your past!
BECOMING AN ENTREPRENEUR…
Oftentimes, we think that if we leave, go somewhere, or sacrifice time to go and build something, we'll miss out on things.
But it's just not the case.
I walked through my childhood haunts and it's pretty much exactly the same when I was last here.
And so you're NOT really missing out on anything by choosing to go sacrifice some…
... in order to create the life that you really want!
You'll realize that ‘the sacrifices’ aren't really sacrifices at all.
So with that, let's cue the ghosts; it’s gonna be a little bit raw.
VISITING WITH SKELETONS
I grew up in this house…
...and I’m walking down memory lane here.
I was at a Russell Brunson event in Denver, (which is where I grew up), and on the first day, I just couldn't get an idea out of my head.
I was like, " I gotta go walk around where I used to live."
It was an hour's drive, so I jump in an Uber and did some filming…
I'm the eldest of six kids…
When I was growing up, we weren't poor.
My dad was an executive at IBM most of my childhood and he started two companies and ran them.
I watched him be an entrepreneur; he changed my life, and obviously, my mom did too, of course - she gave me life.
I love my parents and my family - they are amazing; they taught me so many things.
All those yard stories I tell you about - the yard’s behind that house.
All the times where we ran from golf course rangers...
… the golf course on the other side of the house across the road.
My family doesn't live here anymore….
I knocked on the door here and I was like, "Hey, I used to live in this house."
That's probably weird... but from age 5 to 20, I lived in this house.
During my late teen years, I was in and out, but I officially left the when I was 20.
DOCUMENTING THE JOURNEY
One of the purposes of Sales Funnel Radio was to do something kinda ballsy - I wanted to leave my job and document all the aspects…
… and Sales Funnel Radio has been an awesome platform.
As you grow up, there's a whole bunch of stuff that happens to you, and one of the purposes, (like I said), of Sales Funnel Radio, is to document the journey.
And over the last 3-6 months, something different is going on for me, so I want to document that too!
And so, this is me documenting the garbage that I've been trying to fix… and WHY it’s sooo important for my success.
FACING GHOSTS
I believe anyone can make money in this game, but there's a certain spot you hit where you stop and you can't go any further into the future until you find some way to shake hands with your past.
...and that's what I'm trying to do.
A lot of you guys have reached out and been like, "Steven, take more time for yourself."
I actually take more time for myself than you might realize or know that I do, and it’s because of systems and processes - I've gotten good at them.
I haven't built a funnel since November of 2018
I’ve maybe built a single squeeze page or something like that…
But for the most part, I haven't touched my own funnels. I don't do much on my podcast episodes anymore.
I have incredible teams and incredible funnel builders - they’re awesome.
Q: So what it has allowed me to do?
A: Let me tell you...
I've never been able to go spend time on myself because I've always been in a job.
I've always had to work, work for somebody else.
I've worked in...
... I did all kinds of stuff.
I had 16 jobs by the time I left home
(... a lot of side stories there)
But here’s the point…
If you don't learn to make money for the sake of making more money in general, do it for the hidden benefit of being able to spend money and time on you.
Because I just want to share a pattern that I'm noticing.
If you’re feeling stuck, you need to find some way to shake the hands of your past
… and, frankly, you may not enjoy it.
I'm not saying that my past is super dark, but there's a lot more dark than I've ever let on…
… which is super challenging.
There was a lot of death when I was growing up - there was some intense crap that went down.
ARE YOU A STUDENT OF EXCEPTIONS?
I grew up in Suburbia and which was great.
It's not like I was fearing for my life, it’s wasn’t like it was The Bronx or anything…
But any childhood has something inside of it, usually, and I'm kind of a student of exceptions...
There's a lot of stuff that I've done in my life that isn't the norm.
… and that was a pattern I started exhibiting as I was growing up.
I almost got kicked out of high school for selling pens.
If you guys know the Columbine shooting, that's right over there - my wife and her siblings went to college there.
I went to their rival high school, which is just a mile up that direction
A lot of things happened, and …
Trying to figure out ways to be okay with ‘where you've been,’ for some reason, is super important for where you're trying to go.
MONEY AND GROWTH
A low month for me now is 100 grand.
...and please don't feel weird about that - as I said, I'm just documenting.
We’re only halfway through the month and we’ve almost hit 200 grand.
I'm helping people, lives are changing, it's profitable and everything's going the way it's supposed to go.
There have been ample times when it's NOT been that way… and you all know those stories.
But I've always wondered what you would spend your time when you’re able to make enough cash to buy back your time?
Well, one of the most natural things that you go spend your time on when you start buying some of it back is working on yourself.
Right now...
I'm doing all kinds of stuff to help my longevity - 'cause I'm realizing the mission that I'm on is larger than me, and it's an honor to be able to go do this stuff.
I really believe that…
In order for you to move forward, you really need to find a way to shake hands with the past and stare those devils in the face.
You don't have to hug them... but give them a nice, enthusiastic high five.
You have to like everything that happened but you'll find that it's so much easier to face the future and do the things that I'm teaching you how to do.
The content that I give away is not normal, I know that - I teach you stuff that most people charge for.
I'm trying to help you make money, but so much has to happen inside your head if you're really trying to make this a career.
If you're gonna be a leader, you gotta have your head on.
And there are increasing levels of self-discovery and personal development that I've been going through…
A few weeks ago, I told my wife, "Man, I can feel like I’m being required to level up."
… it was scary!
And this happens every three months now!
FACE YOUR FEAR!
Sometimes people reach out and ask:
DUH!
UH - HUH!
YEP!
#FACT: EVERYONE goes through that - there's no one who doesn't.
Funnily enough, I can teach you the formulas that cause cash, and you can make it without going in any of this stuff, but there comes a spot where you have to go and finally say, "You know, I got to work on me."
.
The whole point of this episode is:
Don't try to hide from stuff in your past that keeps nagging at you.
You know what I'm talking about when I say that 😉
I don't know your past, but I do know there's probably something there.
And if this prompts you and you're like, "Oh, crap. I got to work on these things."
*DON’T HIDE FROM THEM*
YOUR ATTRACTIVE CHARACTER MAY NOT BE WHAT YOU THINK...
You'll find that a lot of the things that you weren't amazing at are the very reasons why you become follow-able online.
...and I was getting picked on a lot in high school.
This is NOT a pity party - I just want to illustrate a point.
One day I was walking through the hall and I was like, "Man, I'm freaking sick of this, I'm gonna lose weight"
I started lifting every day, and I lost 45 pounds nine months later.
And I guarantee, it's highly unlikely that you're listening to Sales Funnel Radio and you don’t have some of those things in your own past, right?
We entrepreneurs tend to enjoy the triumph, and we tend to enjoy the journey as much as the end prize
...which, on the outside, can look really weird to a lot of people.
Don't apologize for that.
Just understand that you also don't need everyone to like what you do or agree with it.
CONTROL YOUR DEMONS OR BE CONTROLLED
As I walked around, I listened to music for some state control because some things are a little bit triggering for me still.
I once heard Tony Robbins say he’s thankful for his history, and he's got a crazy history…
My history is awesome compared to Tony Robbin's history - it's nothing like his at all.
But I thought it was really cool when he said that he's thankful for his history because of what it turned him into.
As I was driving over here in this Uber, I was sitting in the back seat, and I was trying not to cry.
I was like, "Man I don't know if I wanna burn the house down or hug it?"
It's not like things were being imposed on me, but there's a lot of crap that can go on.
I have a very hyperactive, observant noggin... and, for quite a while, it was just really hard to own me.
A SOLID SENSE OF SELF
One of the best things you could ever go to do in your entire life is to develop a solid sense of self, and that's what my wife and I have been focusing on like crazy.
In order to do that, we've had to confront some beasts in the closet and actually shake hands with some personal devils that not a lot of people actually want to confront.
It's hard enough for people to be honest about the fact that they have things in the closet that…
Man, those are some of the best gifts you could ever give to an audience - EVER.
It's one thing to become aware of those triggers, and it's another to look at them, start to pull them apart and willingly dive back into them to make peace.
USE YOUR HEAD...
When I was 18 years old, I used to longboard down this road barefoot.
My brother would follow behind me in a car, and I would go 45 miles an hour down this road.
We watching this cool TV show where these guys would study some martial arts, and this dude kept getting choked out…
So they tied a rope to his head, tied it to a car in neutral, and he pulled the car with his head.
We were like, "Oh my gosh...”
I had this little Volkswagen Jetta, and we tied a rope to our heads and pulled the car with people in it - it wasn’t easy!
We had some beefy necks after that one.
MAKE PEACE WITH YOUR PAST
Make peace with the past, (and again, you may NOT like it), but do it in a way that you make enough peace that you can move forward, and say:
"Hello future, that I can totally have. All the stuff that I'm learning from Steve Larsen podcasts and all the stuff that he does, (or whoever it is that you're following), I can go do all this.”
The thing that most holds people back is NOT confronting those things in their past which are hard.
And usually that's why people are self-medicating...
When you find people here who usually have some kind of addiction, don't look at them and be like, "I would never have that kind of addiction."
Man, that person might be going through some crazy stuff, and their way of ‘numbing out’ is their addiction.
And if you have stuff in your past, look around in your life and you'll start to notice that you've been numbing out too.
So ask yourself…
...that's my challenge to you!
ENTREPRENEUR MOTIVATION
#1: Focus On Revenue - become a highly, money motivated Capitalist Pig, but remember that…
The intent is what matters
….so what's you're intent?
If that's why you wanna get rich, I have a bit of an issue with that!
That's different, that's okay! I'm totally for it.
Then you’re in the right space and you’re following the right guy - that’s what I’m all about here.
If you’ve got stuff from the past, find a way to give it an enthusiastic high five... and keep moving forward.
MY KEY TAKEAWAYS
***Side Note
*Do not walk five miles in dress shoes*
Holy crap, my feet were wrecked! Five miles is not that far, but in dress shoes…
I got blisters on my feet!
So…
Other than learning that dress shoes are as uncomfortable as hell, I had two major realizations as I walked around:
#1: When you're a kid your perception is different.
You're small, physically, and as I'm walking around I'm like, “This is NOT as big as I remember.”
I went back to my high school and elementary school.
My middle school is super far, so I wasn’t gonna walk all the way over there.
But anyway…
Our perceptions of how things were in the past are often not how they really are - it's just our perception of it.
So besides the fact that things are NOT exactly how I remember, (which is actually really cool and freeing in some things), the second thing I've noticed is that…
#2: This is largely the exact same place.
My family moved here 26 years ago when I was five years old.
And now, there's been a little construction and the trees are a little bigger, but besides that, everything is pretty much the same.
I left the area for two years on a mission for my church. And when I came back, I assumed that...
...and that just wasn't the case.
It was eerie to me how much the exact same everything still was as when I left.
So my takeaway from this (and it’s actually been healing in some regard), is …
Our pasts will often look at us and they have a very convincing beckoning cal and tight grip on our current psyche and how we decide to behave in the present with our goals, what we go for, and the things we moving towards.
But if you actually go back to where some things may have happened..
... or whatever it is.
Most human beings on this planet have something that was kind of crazy in their past.
If it's a bad memory, and you think, "Oh my gosh, that was terrible and everything. That was crazy."
(And I’m not saying it wasn't)
... but if you go back and you start looking at it, (which I'm doing right now)...
I'm like, "Huh. That was speaking louder in my head than it needed to be".
Now I realize that I can be like, "Bring it on!"
I know this is different to what I usually talk about, but I wanted to talk more about what's going on personally.
I talk about the cash, which is great... and everyone should be, in my opinion, highly money motivated with great intent for the right reasons…
#HelpPeopleCreateValue
But there's so much mental stuff (when you start getting serious about the game), that you gotta start working through it.
And for me, walking around my old haunts has helped me to:
I'm NOT trying to have you open up a can of skeletons and get vulnerable in unhelpful ways.
However, I am trying to be vulnerable to document some of the things that I've been going through... 'cause they've been very real for me.
...especially the last three to six months.
It's like somebody opened up skeleton cans and just dumped them all over my head.
I was like, "Oh my gosh, I gotta go deal with those junk before I can actually move forward and move on".
I wouldn't recommend going after all these things at once, just choose one or two at a time and start going after them in order to make peace with your past.
#GetRichGive Back.
Alright!
*YOU* reading this right now!
You're in one of two scenarios...
Either…
You're currently selling a product and you've got a slick sales funnel and traffic...
There are ads and you have content, bringing in new customers. You have upsells, downsells, and phone sales.
You've almost automated it, making money while doing everyday things.
Either that's all set up and going…
OR…
The second option is you don't have any of that, and you're still trying to make this work and tie all of these pieces together.
If you want my help, just go to capitalistcoaching.com and see where you can get started.
It took me a long time to get the skills for all this to get moving…
... there's A LOT.
And the path to move forward is different for each person.
So I created capitalistcoaching.com for you to check out where *you* need to start.
Whether you're just starting out with…
OR…
If you're like one of our BIG corporate clients who just need to add more revenue and scale your offer, go to capitalistcoaching.com.
I don't really believe in shortcuts, but I do know you can speed up the path on the journey.
Figure out the BEST place to start by going to capitalistcoaching.com now.
You can publish the exact same content on multiple platforms and get completely different reactions from your audience. Why?!
I really don't read that many books!
I have a different method of learning - that’s kinda controversial… and a few people have gotten a little fussy with me about it.
Here’s what went down... (and it’s kinda funny!)
A little while ago, I was talking about a book that I had consumed.
I was like, "Hey, I read this book."
What I meant was that I’d listened to the book.
Then someone reached out and said, "Stephen, did you actually read the book or did you just listen to it?"
I was like, "Who the freak cares?"
So I wanted to address that question... because it raises a few interesting points that can seem, at first glance, kinda opposing … 😉
I want to let you know...
But first, let’s start with WHY I don’t read that much...
HUNTING ANSWERS
I'm NOT a slow reader, but it's NOT abnormal for me to spend two to three months reading a book.
...and maybe you're like me, but I'll read a paragraph and often, I’ll get distracted by thoughts...
I'll sit back and ask:
"How does this plug into my framework? Does it fit here or there?"
The question I'm asking is:
“Is this TRUTH?”
… just because it's in a book doesn't mean that it's true, right?
I’ll go off on these mental tangents… and that can take A LONG TIME...
...so because of that, sometimes, I just want to absorb the main ideas from a book and so I’ll just go with the audio version.
Back in the day, when I first started this game, I read more books cover to cover, but now that I've read enough of them, I focus more on…
... and that's what guides my education.
I'm more hunting answers rather than trying to consume and master all the content.
I want the information faster and I wanna know the key points quicker.
I can listen to books at 2 x - 3x speed, and be like:
"Oh my gosh, key point. How does it relate to the framework I know causes success? BAM.
You know what? I thought that was a cool idea, but I actually don't think it works. It's an attractive idea, but that doesn't mean it's right.’
Okay, let's NOT insert that idea into the framework…”
I think A LOT of people, feel weird about the fact that they're listening to a book, instead of reading it.
I've heard many people apologize by saying, "Well, I didn't read the book, I just listened to it."
*THAT’S STUPID*
...seriously, who cares?
It doesn't matter! I consumed the book, (let's call it that).
STOP GETTING HUNG UP!
If you're like me, and you like listening to books, stop apologizing for that.
It doesn't matter! Who cares, okay?
Yes, I listen to books. I listen to books far more than I read them.
I know some people will be like, "Well, you have to read the book to take in the information! "
But that’s NOT TRUE
In my head, it’s like the movie Beautiful Mind...
I can close my eyes and see my framework and where it plugs into all the frameworks of my favorite funnels.
I can see all the follow-up sequences and all the promo sequences.
It's drawn out in my mind.
One of the reasons I use my whiteboard like crazy is 'cause drawing is how I learn.
Now, let's get historical here…
CONTENT MARKETING BC
Back 2000 years ago, a lot of the time, Dads were big storytellers, and people would listen to their grandparents and their fathers.
Q: And how was information passed?
A: By speech.
I can guarantee that none of the kids were sitting around going, "Dad did you read that in a book ...or did you just hear that from grandpa?"
… you know what I mean?
Just because the method of passing on knowledge has changed doesn't mean that the knowledge is bad.
Thousands of years ago, orators, (people who got up and spoke) were the teachers...
There weren't many books.
It's NOT like they were over at the printing press - they were handwriting that stuff, man.
No one was sitting around saying, "I'm sorry, I don’t believe you unless it’s handwritten with a quill on a scroll!”
Too many times we get caught up on the whole method of information delivery.
Don't apologize for the medium that you learn from the best.
HOW I LEARN…
I listen to audio...
I’d rather download a program and listen to it while I'm going about my day than sit down.
Sometimes, I need to pace around.
However, just to get contradictory here, there is a subconscious power of a platform that you can utilize to boost *COUGH* your ‘authority’...
And that is the second point I wanted to make in this episode.
BOOSTING YOUR ‘A- WORD’ WITH CONTENT MARKETING
One of the biggest questions I get asked is, "Stephen, how do you become an authority?"
I'm like, "Man, I don't freaking know?"
In fact, I was talking to Stacey Martino, an amazing relationship expert, at the Unlock the Secrets Event.
I was like, “... sometimes I don't know whether to burn my skeletons in the closet 'cause I hate 'em or hug 'em because of what they’ve made me?”
I'm NOT talking about secrets and stuff, it’s just the past and some level of crazy experiences that we go through the further we get…
… and not just the entrepreneur path.
Any path will require you to kinda purge yourself and keep getting better.
I was telling Stacey...
I never tried to be an authority.
I just did what Russell said, (which was to start publishing), and I accidentally got in a little bit of limelight.
… but *that's the lesson*
I could just talk to someone on a street corner and they might be, “Yeah, that’s interesting, and who are you???…”
BUT...
A podcast has waaay MORE authority with the same freaking info.
Think about it!
Being seen on certain platforms generally increases your status...
People are like:
The medium that you consume information from vastly affects how the audience perceives the information. The medium is a pre-frame for the information.
If I'm gonna go scroll through Instagram, I treat that information differently.
Every platform has a different context:
There's a context behind each platform!
UNLOCK YOUR CONTENT MARKETING STRATEGY
I started thinking about this subject during the Unlock The Secrets event.
(A brilliant event by the way)
It was 3 days, literally, deep-diving into Russell's 3 books and teaching (in more depth), how to do what was in the book.
In fact, a lot of times, when I first started attending Russell's Inner Circle meetings, (not as a member… this was years ago, when I just was sitting on the side, just kind of listening and observing)...
I was shocked to find out a significant percentage of the room had NEVER read Russell's books, but we're in, (at that time) his $25,000 Mastermind, (which went to $50,000).
I've told that to people in the past, and they were like, "What? That’s psychos, that’s crazy!"
But ask yourself this... “Is it REALLY crazy?”
Obviously, you get waaay more from a mastermind than the book itself...
However, a lot of times, Russell would be teaching some of the very concepts and principles from the book to his Mastermind.
It doesn't matter if people:
The BIG lessons are:
#1: Who freaking cares if you've been reading or listening to books.
#2: Understand the other side of that coin, and know like, "Oh my gosh, the mediums that I choose to publish on are actually affecting my audience.” #STATUS
It's funny because people ask, "Stephen, you haven't written your book yet?"
It’s funny, ‘cause I'm saying the same things that are gonna be in my book in my podcast…
There’ll be more detail, clarity and refinement… but basically, it’ll be the same stuff!
WHERE YOU DELIVER MATTERS
What's interesting is when you're chatting with somebody and they share something they’ve learned, and you're like, “Really?”
And they're like, "Yeah, yeah, I read it in this interesting book."
Q: What do usually happens?
A: It satiates the question.
You think, "Oh, they've read it in a book, therefore it's probably good. Therefore, it's likely to be true.”
There's a HUGE lesson, right there…
The method of content delivery does carry authority.
For example:
I could give the exact same speech face to face to someone on the street that I gave at Funnel Hacking Live
...and they'd be like, "Oh that's really interesting."
But for some reason, put me on a stage with the exact same speech…
… and there's MORE Authority.
People will trust what I say far more quickly
There's an increased speed of trust and affinity just from just being on a stage.
If I take that same speech and put in a book, “Whoa!”
For some reason, our brains look at content delivered in a book and go, "Oh my gosh, look at that, this person is an expert... "
So, I’ll say it again…
The method of the information delivery matters.
YOUR CONTENT MARKETING PLAN
Maybe you consume my content on…
...or wherever, (we put it all over the place).
However, if you watch me, I know that MORE authority comes across in a video than if you’re listening to me on the podcast.
... and that's okay, we all consume differently.
But I know that’s the case… and that's fascinating!
It's the reason why when you say, “I listened to a book,” instead of, “I read a book,” people will try to discredit the fact that you read the book.
“Well, you didn't actually read the book…!!!”
What they're really saying is, “I heard it from a higher authority!”
...even though it's the same freaking information.
It’s so funny!
... whether you're B2B or B2C; it doesn't matter...
The medium you choose is a pre-frame for how you’re perceived.
I know people who are like, "I'm NOT gonna go on that platform because the context of that platform would not do well for the information I'm giving!"
I get it.
… which is why there's A LOT that I can't or will not share on a podcast.
People reach out and say, "Stephen you give so much stuff on your podcast. What else can possibly be in your courses?"
#TonsMore.
There's A LOT more helpful stuff in my courses ...because the context of the platform allows me to do more.
For example:
The context of OfferMind allows me to change…
Information is just information, but the way you choose to develop your content with the platform you put it on vastly affects how people are gonna perceive and consume it.
WHAT MATTERS MORE THAN WHERE YOU GET YOUR CONTENT?
… dropping gold nuggets here 🔥
Can you imagine if you treated every one of my podcast episodes like you were sitting in an audience watching me speak?
You would treat the episode with far more affinity and far more, (I hate using the word), *authority*...
At Unlock The Secrets, I was sitting dead center in very front row, and someone said:
"You're taking notes, Stephen?"
I was like, "Yeah, duh... Russell Brunson's speaking!"
"But you sat next to him..."
"That doesn't mean that I’ve' stopped learning from him."
There's a reason why Russell continues to cite Brandon and Kaelin Poulin, Alex Hormozi, and myself as success stories, I try to be his best student, which means…
One of my tricks is learning for two.
Learning for two was a theme of this show probably 200 episodes ago.
HOW NOT WHERE…
It's the way I treat the things that I learn that’s sooo powerful...
Just because I'm learning from someone face-to-face versus on a stage does NOT mean I should treat it differently!
… but people have a tendency to do justthat.
*DON’T*
YOUR MISSION
Go find the one, the two, the three people that you wanna keep following who will teach you a skill set that you know you need, (not things you're getting distracted with)…
And anytime time you’re listening to them speak, act like they're on a stage.
Anytime they speak, act like you paid $100,000 for a one-day consultation.
I used to charge 35 grand for a day's consultation and the waiting list was more than I actually just had time to do, so I don't do it anymore.
It was funny how differently someone treated the exact same information because of the context.
Let me give you an example:
When I left ClickFunnels and I wanted to join the Inner Circle, I was like, "Dude, Russell, let me pay full price."
He was like, "Oh, man you don't have to... "
I said, "No, no, no, no. It's because I need to treat the information like I paid money to be in it."
I also got charged an extra five grand this last year to be in the 2 Comma Club X program on top of my normal Inner Circle fee, which was funny because I'm one of the coaches.
I was like, "Ah, dude, you're paying your fee.”
If I don't feel a personal investment, if I don't allow myself somehow to change state with it, I will NOT treat that information how I need to treat it.
DO WHAT WORKS
It doesn’t matter if you read the book or listen to the audio…
Who the freak cares????
What matters is how I treat the information.
When I listen to books…
...I have tons of text message screenshots 😂
The last book I actually physically read was (I think) David Goggin's book, 'Can't Hurt Me,' which is so good.
(Don't listen to it if words offend you 😉)
When people are like. "Well, Stephen I'm not publishing yet," I get it.
I didn't want to either.
But one of the reasons why it's so powerful to publish is because…
People will treat the exact same message differently just by you changing the medium that you deliver the message on.
… that’s why we pump out so much content.
One of the BIGGEST reasons is... ( and I hate saying it) *AUTHORITY*
The medium you choose is a pre-frame for how you’re perceived.
… you can shout your message on a street corner, and the chances are that people will think you’re CRAZY, but increase the staus of WHERE you place your content…
...and you also increase the status of your message!
COMING FULL CIRCLE
Finally, *Some Exciting News*…
A few days ago, I told Russell:
"Dude, good news, man. For 2020, we have the very room that the 2026 Funnel Hacking Live was in”
Funnel Hacking Live 2016 was my very first Funnel Hacking Live.
It's the one where:
I was like, "Let's go full circle."
It'll be September 2020, I don't like giant events cause I tend to learn a little bit less and the speakers can't go as deep…
So it will probably be a 1000-person event.
If you didn't get a chance to come this last year, we'd love to have you next year.
Go to offermind.com, we're making it so that you can grab tickets year-round - so you can plan and stuff like that.
AH, YEAH!
Hey, wish you could geek out with other Real Funnel Builders and even ask questions while I build Funnels Live?
Ah-oh…
*Wish Granted*
Watch and learn funnel building as I document my process in my funnel strategy group.
It's FREE!
Just go to the scienceofselling.online and join NOW.
When you get down to the core of it, the list of roles Marketing owns is actually quite small. Powerful, but short.
Recently my revenue took another BIG jump, but funnily enough, I'm doing less of the things that MOST people spend ALL their time doing (e.g. funnel building and posting on social media)...
So I started thinking about why this happened?
And it all came down to a very interesting principle that enabled me to come 2nd in an affiliate competition (that I didn’t even know was going on)!
Here’s how it happened…
HOW TO BE A MARKETER
A few months ago, ClickFunnels was doing this BIG promotion for the One Funnel Away Challenge.
I promote with the One Funnel Away routinely because I think everyone should go for it.
Besides ClickFunnels itself, the OFA challenge has probably been one of the most life-changing things that ClickFunnels EVER put out - so I talk about it A LOT...
Well, I didn't realize that my launch of makeaffiliatesgreatagain.com happened to coincide with the exact time when ClickFunnels was saying:
"Hey, we got this cool contest going on."
I had no idea that there was anything was going on…
… and look where I ended up... *Holy Crap* it's amazing!
I rode a jet ski for three hours and my back’s all sore 'cause I got six feet of air a few times… so you might get to see my fly one day - #Ouch!
I haven't had a break where I just hang out, in quite a while, and…
I'm at a point now where I'm trying to orchestrate some more self-care.
I've worked my butt off! What I’ve done in the last year-and-a-half is pretty rare, but it's come at a cost!
So, I'm excited to start doing more self-care and stuff, (and, I'm just being open and real and honest with you. This is part of me documenting the journey, right?)
For a little while, it was kinda rough.
Here’s what’s funny…
I didn't know that I’d come 2nd in this affiliate contest until I got a message saying, "Hey, you're coming to Lake Cascade."
I was like, "What are you talking about?"
But that's not the point of this blog 😉
Instead, I want to share with you…
WHY MARKETING IS IMPORTANT
My role in my company is the CEO, but I'm also the marketer.
In the last four weeks especially, I've been thinking about my role as a marketer...
But first of all, let me share *MY DEFINITION* of marketing with you…
Marketing is the act of changing beliefs with the intent of a sale.
Marketing is the act of changing beliefs for the intent of a sale.
...and so, how do you do that?
I frequently get asked, "Steve, what's your daily schedule look like?" Or "Stephen, what do you do?"
And I get it! ...and it's been interesting to look back and realize what marketing is not.
Now, as I say this, I might ruffle a few feathers, but just stick with me for a little bit, okay?
...those are ways to deliver marketing, but they’re NOT marketing itself.
… I’m NOT marketing now unless I choose to try to start breaking certain false beliefs.
I do use my podcast and blog to launch certain products, and you’ve probably seen me do that!
But put quite simply, marketing is the act of changing beliefs with the intent of a sale.
So it's been interesting to sit back and ask, "What activities in my company fit that description?"
I'll be honest, at the time of writing this, I haven't built a funnel in six months.
It looks like I’m doing loads of stuff because of the content that gets produced, and I'm not gonna lie; I work like crazy.
I work my butt off between 9:00 AM and 6:00 PM.
Going up to OfferMind, (or when there's a huge thing about to launch), I spend more time, but besides that, I only work 9:00 to 6:00…
But as I mentioned, my revenue is still growing in leaps and bounds..
HOW is this possible?
A: It’s simple!
MARKETING BY DEFINITION
If marketing is the act of changing beliefs with the intent of a sale, (that's my own definition), what activities fit inside that description?
Marketing is...
And so, recently, I've been focusing on campaigns like crazy, and there are multiple types of campaigns.
Usually, I ONLY deep dive into campaigns in my $23,000 program, but I'm excited to briefly walk through some campaign fundamentals with you now.
I'm not gonna go into a crazy amount of depth…
But I want you to have a little taste of what I mean.
WHAT’S A CAMPAIGN?
A campaign is NOT ads.
A campaign can include ads, but think back to the days when social media did not exist; think back to the days when marketers didn't have the internet…
How did they get attention?
A campaign is nothing more than orchestrated noise
… it's orchestrated noise with little tiny spurts of pressure here and there.
And so to create a campaign, I'll build up pressure and then, BOOM! I release the pressure...
And all these sales come on in.
The 2 types of campaigns that I want to talk about today, I call…
But most of the time people are just doing ONE style.
So what I've been doing, (and it's really nerdy, it's really geeky, but I absolutely love it), is hanging out with a whiteboard!
I know, it sounds really weird 😂
I’ve been hanging out with a whiteboard observing how people are collecting the cash.
Now, just think about this for a moment…
How many times have you been in *this* position...?
... but you don't have any sales!
And you're like, "But Steve... but ClickFunnels... but Russell... I'm doing it. I've got the funnel. I've got the offer. I've got the message."
Q: Why aren't you collecting cash?
A: The campaign is the activity that collects the cash.
A funnel is NOT a campaign. A funnel is the way to present the marketing.
A funnel just says, "Here's an offer, and here is a message."
… that's all a funnel is.
But you’ve still gotta get noise for the funnel - that's a campaign.
Think about a campaign as being the orchestrated noise for your funnel.
LET’S MAKE SOME NOISE!
Again, remember, there are two types of noise…
And what I've been doing is listing out (on my whiteboard) these HUGE lists of different campaign styles that people have successfully used to create noise around a product when they launch…
... or successfully evergreen that noise by creating perpetual noise around that product.
So, if we take Facebook ads...
Facebook ads are a great way to create evergreen sales.
That's an evergreen style way to use Facebook ads.
That's another evergreen way to get noise around a product.
Another one of my favorite ways is...
That's evergreen!
Evergreen styles are NOT usually explosive, but they're just enough cash to keep the doors open and keep money coming in.
I want to tell you guys something real quick here…
LET ME TELL YOU A SECRET…
I have an internal funnel team, and now we're just about done building an external one…
... because so many people ask me to build their funnels.
As of last week, I have two agencies, but it’s still hush-hush
(But you know about it now 😉)
People sometimes say, "Steven, you can do all this stuff because you have teams."
My answer is, "Son, I have been broke many times in my life. I’m just resourceful."
So let me give you ONE of the easiest takeaways that I can about how to get resourceful.
Q: If I know that a team of professionals can build me a kick-butt funnel for 15 grand, but I don't have 15 grand, how could I get resourceful around that?
A: Well, I'll tell you something I still do, (even though I have the 15 grand, I still do it this way)...
I go and I talk to my funnel team and I say:
"Hey funnel team, we got this really cool thing coming up. Okay, let's go build the funnel, and then I can pay you guys out in two weeks after the funnel's out and the dust kinda settles."
And they're like: "Oh that makes sense."
Q: So while they’re building the funnel, what do I do?
My role as a marketer is three things:
So as soon as I create a sales message, as soon as I create an offer, I hand it off to my funnel team...
And they build the funnel while I build launch campaigns.
So when that funnel's done, I can direct all that pressure and all that pent-up noise over to that funnel - BOOM!
I get a bunch of sales, and then I pay off the team with the first round of sales that come in from my launch campaign.
Does that make sense?
It basically means that the funnels that I've been creating for a while now, have NOT come from my business pocket.
Instead…
The money has come from my early-bird customer's pocket.
Do you see what I'm saying?
As a marketer, I pull the same five levers.. and boom, cash, cash, cash, cash, cash, cash, cash…
And it's NOT around…
So what are the mechanisms that pull the money off the table?
MY ROLE AS A MARKETER?
I’ve got three perpetual tasks on my desk:
It's funny how people in the One Funnel Away Challenge reach out and say, "Well, I built the funnel and I didn't make any money from the One Funnel Away Challenge."
I'm like, "Then you didn't build a campaign, son? Right? That's not the funnel's problem, that's your problem. Go learn what campaigns are!”
Campaigns are NOT ads.
… they're killing it.
Campaign existed before social media!
But now they call it, ‘Set up your Facebook ads campaign.’
They're killing it! Now we all think that an ad is a campaign.
*NO*
Ads can be part of a campaign, but they are NOT the campaign.
So go study ways to CREATE CAMPAIGNS!
...and my recommendation is to start watching how marketers are creating noise pressure around the products that they launch.
In this game, I've realized I can outsource…
It looks like I'm doing A LOT, but I'm honestly not…
... because those things are NOT marketing!
Cash is the by-product of marketing
And guess what marketing isn't?
FALL IN LOVE WITH YOUR WHITEBOARD 😉
You’ll need a pen to draw 2 columns:
When you look at it that way, you can step back and go, "Oh man, I need to orchestrate my launch campaign and my evergreen campaign in EVERY funnel before I start building it."
The funnel is NOT complete without the campaigns
… that's how you get the money off the table.
Don't just build the funnel and be like, "The funnel hasn't worked."
My funnels work because I generate noise to them, not because they exist on the Internet.
I sat back and I started realizing, "Crap, I’ve won a few of these trips in affiliate contest now."
I didn't even know this competition was happening, but the reason why it's worked so well is that…
I know my role, and then I outsource what is NOT my role.
*Stop trying to be a solopreneur*
Alright, you reading this right now, you're in one of two scenarios.
Either…
You're currently selling a product and you've got a slick sales funnel and traffic...
There are ads and you have content, bringing in new customers. You have upsells, downsells, and phone sales.
You've almost automated it, making money while doing everyday things.
Either that's all set up and going…
OR…
The second option is you don't have any of that, and you're still trying to make this work and tie all of these pieces together.
If you want my help, just go to capitalistcoaching.com and see where you can get started.
It took me a long time to get the skills for all this to get moving…
... there's A LOT.
And the path to move forward is different for each person.
So I created capitalistcoaching.com for you to check out where *you* need to start.
Whether you're just starting out with…
OR…
If you're like one of our BIG corporate clients who just need to add more revenue and scale your offer, go to capitalistcoaching.com.
I don't really believe in shortcuts, but I do know you can speed up the path on the journey.
Figure out the BEST place to start by going to capitalistcoaching.com now.
After the basic marketing principles are learned, tracking effectiveness really just comes down to simple numbers…
One of the BIGGEST reasons why people don't move forward in this game is that they feel that they’re unqualified for what they're being taught.
Meaning, they say:
"That’s awesome, but it will NOT work in my situation."
Besides doubt itself, that attitude has killed more dreams than almost anything else
The belief that what they're learning doesn't actually apply to them is, in my opinion …
One of the biggest reasons why people don’t move forward in their lives and get what they want.
I have a bee in my bonnet about this… and frankly, it pisses me off!
I've had so many people say things like:
"Stephen, you're in the info product space, therefore what you’re teaching can't work for me, because I'm selling e-comm..." or whatever.
So, I wanna teach you how I used specific marketing principles and applied them to an e-comm funnel!
I'm following marketing and sales principles, not funnel principles.
The marketing and sales principles tell me what to do beyond, "What’s the model?”
...and so I just follow these principles.
It doesn't matter what you sell, it has nothing to do with that.
BEST MARKETING PRACTICES, (NO YOU’RE NOT THE EXCEPTION)
*TRUTH NUKE*
You’re selling to a 100,000-year-old brain, so unless you've found that one person in 100,000 who’s found a way to negate the human brain, this applies to EVERYONE.
And *YES* … it’ll work for you, even if you're in...
And it’ll work for you EVEN if you don’t collect the cash on the internet…
Those types of things are mechanics.
I want you to understand marketing and sales at a deeper level than just ‘how do you sell in just a single scenario.’
The principles are the same and the product really doesn't matter nearly as much as people think it does.
(Yep, still pissed, but I'll stop pounding that point now!)
The bottom line is, everyone could achieve so much MORE if they just actually start executing!
SELLING CAPITALISM SWAG
I love selling info products for a lot of reasons, but today, I'm gonna walk you through how I boosted the cart value for some physical products…
I’m gonna share the case study of my recent Capitalism Swag funnel.
This is something that it might be advantageous for you to go to salesfunnelradio.tv to watch - click the link and it'll take you straight to the YouTube channel…
*However, my blog writer is awesome - so if you prefer to read you can stay put! 😉
DIGITAL MARKETING STRATEGY - MY OPENCART
So this a screenshot of the stats dashboard…
The cart was open for about five days, but the stats cover a week, 'cause there were a few follow-up sales that happened because we had some "seen but not purchased" email sequences going.
So this is July 17th - July 24th, 2019.
There are a few key principles I wanna share with you guys on this, but first, let me show you the funnel...
FUNNEL PAGE #1:
We gave the option to buy the Capitalist Pig t-shirts.
(...and by the way, you can go to capitalismswag.com and sign up for the notification list if you wanna jump on the next drop.)
The whole goal of Capitalism Swag is to make rather jarring t-shirts which say the message so that you don't have to.
The offer was a $32 t-shirt; which was NOT cheap, but not crazy expensive either.
I mean, there are t-shirts out there that cost way more than that… but it's towards the upper range.
And let’s face it…
It would be really weird to sell discount Capitalist Pig t-shirts - that would be against the actual message.
Anyway…
It's so dumb to not have a bump!
Anyway, the bump was 19 bucks, which is very comparable for a hat.
FUNNEL PAGE #2:
On the next page, we offered a hoodie for $69...
A little bit more expensive, but it was a super nice one.
...and it was like, “Hey, whatever size shirt you chose on the last page, that's the size of the hoodie you’ll get.”
For the next page, I remembered a powerful lesson I learned back in the day when we launched the Expert Secrets book…
DIGITAL MARKETING - EXPERT SECRETS STYLE
I’m very observant, it's one of my superpowers, and when I was at ClickFunnel I observed what Russell did like crazy!
One of the things I noticed was that, a lot of times, when Russell sold a book, something physical, swag, or whatever it might be…
The first few steps in the funnel were physical because the perceived value is extremely high…
However, the cost of goods was also high because you’ve gotta...
So that means super high costs at the top of the funnel.
However, as we moved down the funnel, (and it was the same in the Expert Secrets book funnel), the upsells get more digital.
Q: What's the cost to fulfill something that is digital?
A: *NOTHING*
It doesn't cost me anything to fulfill on digital, but I do have to sell it harder.
We know that the second “YES” is ALWAYS easier than the first…
So if I'm selling physical, I might as well have a digital something down the road…
Which brings me to page #3...
FUNNEL PAGE #3:
For page #3, I was like, "Well, what can we add that would be digital?"
And sure enough, we had this thing called OfferMind MasterClass, which included a ticket to OfferMind.
It’s basically an OfferMind ticket for $297, but they are also getting the OfferMind MasterClass with it as well.
FUNNEL PAGE #4:
Finally, we had ‘Thank You’ page that was actually a ‘Thank You’ page webinar with a special deal.
It was a $3000 product for 50% off called My Funnel Stash
Now, this is really key as we move forward…
It’s the reason why if they clicked ‘buy’ on the 50% OFF offer, then the actual order page, the fulfillment, and all that was actually in a different funnel... (which is why it's NOT part of the stash dashboard)…
... but we had sales directly from My Funnel Stache from this funnel.
Now what I'm gonna do real fast is use another marker to go through this, (and let me kinda zoom this up here a little bit so you guys can see it a little better)...
So now it’s time to walk through some numbers…
CAPITALISM SWAG - THE NUMBERS
We had…
It's incredible, but it was also a screaming success.
I launched to a hot-list and didn't spend any ad money.
...and what's interesting is what happens next, check this out...
So if we look at this on the stats dashboard right here real quick; we had $10,700 come through just on the shirts, NOT including the ‘Thank You' page webinar.
We had 2 sales, (which is another three grand), so our actual gross amount of revenue from this funnel was $13,786.95.
Now the reason why these numbers are such a BIG success is that there were only 121 buyers.
So if you divide $13,000 by the 121 buyers...
...instead of it being an $89 cart value, (which is still awesome for a $32 shirt, it's like them buying three of everything), it was actually $113!
The BIGGEST thing I want you to know right now is that I'm NOT sharing this with you guys so you're like, "Oh, this is how he got us..."
NO, NO, NO! This is *smart marketing*, (if I'm allowed to say that about myself)... 😉
This is using is the marketing and sales principles of funnels to sell anything.
The whole point of this funnel was to help people gain more awareness and go purchase OfferMind tickets - that's why everything after this goes to OfferMind…
#OfferMind, #OfferMind, #OfferMind.
Capitalism Swag was created as a front-end for OfferMind.
It's also to help people create messages on their chest that say, "Hey, I believe and don't believe this!"
But as a business, it's a front-end for OfferMind - that's why we created the whole thing!
This was such a huge deal because instead of it being $89, the average cart value became $113 because of the ‘Thank You’ page webinar offer…
...it was like everyone bought an additional t-shirt, even though only two people bought that final BIG offer.
BOOSTING YOUR AVERAGE CART VALUE
Okay, so think about this for a second…
There was a $113 average cart value (no ads to hot-list shot, and it was only open for five days).
We had a number of people buy after that.
... and we had a number of people that came and bought that.
These are powerful principles.
We also had the option to add downsells to a couple of the pages…
So downsells on either the OfferMind MasterClass or My Funnel Stache dramatically helped the revenue.
APPLYING PRINCIPLES TO ANY INDUSTRY
I had a chance to go consult with a clothing company recently and the principle of increasing average cart value was one that I went through with them…
The question you ask is…
How can I increase the average cart value of those who are already buying and those who are already in the motion of purchasing?
Q: You know what happens when you give people the option to spend more money?
A: They spend more money!
So instead of only being able to spend $32 on ads...
(Right now, I have the cost of goods and I have all that stuff as well, so it's not that full amount)...
...there’s a significant amount more cash I can spend on ads because of those higher-priced digital upsells.
Now I can spend $113 I can spend to acquire a single customer.
...that's crazy.!
Can you tell me another t-shirt company that has the ability to do that kind of stuff?
There's not many out there!
That's why I wanted to share this with you…
BREAK THE RULES
If you already have a funnel that's up and running right now, instead of going and trying to build another funnel, (which I'm not saying to not do)...
But go back to your initial funnel and look to see where the obvious places for upsells and down sells are?
If you’re thinking: “Hang on a minute, Steve! You put a webinar in the back of an e-comm funnel???”
“Heck Yeah, Son!”
…’cause it doesn't matter!
The rules are more blurry than we tend to make them.
If you’re thinking “Whoa, but that's an info-product practice!”
I have another question for you…
Well, are you sure? 😉
TWO PRINCIPLES
Sooo…
#1: If you already have a funnel up, I challenge you to go in and say, “Where can I grab more cash off the table?”
If you don't have a funnel up yet...
#2: I want you to ask yourself the question: How can I increase the average cart value?
MAX CART VALUE (& WHY IT MATTERS)
Now, I wanna run through one last piece on this to just to illustrate the principle….
… cause this whole game is a lot more engineer-able than most people realize!
Let's say I was to buy EVERYTHING in the funnel, check this out…
... if I was to buy every single thing inside of this funnel, I would spend $1914.
If someone was to buy everything from the funnel, I call that The Max Cart Value.
...I don't know if there's another term for it, I just kinda I call it that.
I've seen my average cart value be as high as a third of the max cart value, but that's not too often.
So, let's take SaaS, for example, (aka the software industry)...
For SaaS, a lot of times, it’s $100-$250 just to acquire a customer trial - that's not abnormal.
So if I know, “Oh my gosh, I need to be able to fund $100-$250 just to acquire a trial,” then my max cart value better be 10x that amount.
So I if I divide my $113 average cart value by the Max Value of $1914 - that's 5%...
... so if I needed $100-$250 to acquire a customer, I would need to boost my average cart value.
Does that make sense?
MATH & MARKETING PRINCIPLES
… and if that didn’t make sense, go rewatch on YouTube... 'cause that’s a powerful, powerful principle!
When I started realizing that principle, I was just looking at the average cart value and asking...
“How can I get my average cart value really, really massive?"
But now I look at the max cart value…
I’m like, "Oh man, I need to add another upsell in here that's worth like $500? Yeah, yeah, yeah. Let's put a $497. What is worth way more than 497?”
I boost my max cart value which, in turn, increases my average cart value and that will help get me above my cost to acquire.
The relationship between the...
...is one of the things I'm looking at A LOT when I developing funnels now.
And let me repeat, it doesn't matter if your business is...
...and it doesn't matter if you collect the actual money online or offline!
A lot of people get leads like this, the first funnel you see is not what they actually sell, but where they get the leads.
You’re using an offer for something else is paying for the leads, you're liquidating all of it, and then you're collecting all the cash on the back.
I can feel there's not enough story in this episode, but I'm hoping it's walked you through a little bit more of how my brain works when I'm starting to design funnels.
I have six funnels on deck right now, and they're big ones, they're hard ones, they're challenging funnels to think through and put together.
...and I'm excited about them!
But this is what I'm looking at…
How can I spend the most to acquire a customer?
I wanna be able to spend more money profitably than all my competition to acquire a lead.
Not only am I awesome at fulfilling on it, but my offers are amazing #I’mTheOfferGuy
But if I can speak louder and be amazing, that's *HUGE*.
Sometimes, people are like, "Oh Stephen, I'm not gonna speak louder 'cause my products so good."
*DO BOTH*
So go in and start thinking through that….
Then watch your average cart value increase as you increase your max cart value ceiling.
...that's the game!
Once you realize that, you're like, "BOOM! Now, I got this huge list of people who are buyers."
And then I can go dump all of this $13,000 in revenue back into...
...we’re not taking profit, I want to dump MORE money into cooler, bigger projects! … it’s exactly the same principle.
Hopefully, you enjoyed this!
If you did, I’d love a review from you, go to sjlreview.com - that’s Stephen Joseph Larsen!
Be honest.
If it's brutal, be brutal, but if you wouldn't mind, leave me a review.
And then, go implement *this* in your business….
Go figure out…
...and when you start looking at it you’ll realize, "Oh my gosh, this game is not as much about guessing and getting lucky as I thought."
I remember when I realized that myself!
I'll see you next time… and hopefully, I'll see you at OfferMind.
BOOM!
If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good.
But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?
That's what I struggled with for a while until I learned the formula.
So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.
Wanna come?
There are small groups on purpose, so I can answer your direct questions in person for two straight days.
You can hold your spot by going to OfferMind.com.
Understanding some simple 'laws' around marketing greatly increases the chance of a successful product.
It's not a linear scale. It's exponential.
A small principle massively determines a product's outcome…
I was just chatting with my crew, Colton, and Austin, I asked:
"What are the most common issues you see when people are talking about their products?"
You have to understand the unique position that we're in…
I'm coaching like crazy, and they're here listening, hearing the questions, and my responses…
We also spend time going back and forth on principles of our own to figure out how to sell MORE stuff…
It's a very unique room!
Every once in awhile, it's cool to sit back to think through what we’re learning.
In fact, I picked up one of my favorite books and reading some of the pages I haven't read yet…
(which is funny as I just called it one of my favorite books… which is true, it is,! But it was a part of the book I haven't really read that much yet…)
… and all these things that I’ve been teaching and going through, the guy's saying the exact same thing. I was like, "Man!"
I had this moment of stopping and reflecting on:
… and that's been really helpful.
So I encourage you to make some time to do that also…
Take a moment to sit back and think about what you’ve learnt on your entrepreneurial journey here?
PRODUCT MARKETING & THE ENTREPRENEURIAL JOURNEY
I recently did a podcast interview with somebody and they asked about my coaching style.
I did NOT go out to be a coach. I am a coach, but that's NOT ‘what’ I am.
I have a motorcycle, that doesn't mean that I'm a biker.
… and equally, coaching is only just part of what I do.
So…
If I have the goal of what I'm moving towards as an entrepreneur, ( and this is what I was talking about in the interview I was on)...
As a marketing coach, I'm gonna go in and teach cash models - that's what I'm promising to teach, and that's exactly what I do.
I teach models that cause cash, as a rule, NOT an exception to the rule.
i.e., "As a rule, when I do that, da-da-da-da, cash pops out the other side.”
Now what happens is when I'm teaching these models, there’s this really crazy thing that happens inside of each one of us…
...it happened to me, and it still happens to me!
We see the goal and we see where we are currently, (and I've talked about this a little bit in the past), but what happens is I start to say:
"Oh, you know what? I actually... I'm not actually worthy to pull that off yet."
And maybe ‘worthy’ isn't the right word, but, "I'm not ready to pull something like that off yet???"
The ‘me’ of even a year and a half ago could NOT handle what I'm doing right now.
… it has nothing to do with systems and teams and all that stuff, ( I have those things now), but the ‘me’ of a year and a half ago would NOT be able to pull off what I'm doing right now….
There's no way! I've grown way too much since then!
So what happens is we're like, "Hey, I'm gonna go hit this goal," and as we start progressing towards the goal, all of these little blocks, all these obstacles pop along the way.
Bam, bam, obstacle, obstacle, obstacle, obstacle…
… and tons of false beliefs about our capacities and our ability to move forward:
It's like these scales that pop away from our characters and these character flaws just start melting away from us.
...and this is a very not-fun thing to go through!
It's one of the reasons why so many people don't make it.
It has very little to do with the model that we're teaching.
99% of the reason someone doesn't make it in this game is that they can't hack the growth. That's it.
And that's a false belief - EVERYONE can hack the growth.
I'm watching my little one-year-old:
...she's going through a whole bunch of growth and it's super similar to going through growth as an entrepreneur.
You can handle it, EVERYONE can handle the growth, but what they don't have is confidence in their ability to execute.
Now that you know that about yourself, (and all these character flaws and things start popping up), what you have to be cognizant of is:
"Oh my gosh, I have these character flaws I didn't know I had."
Here’s what to do:
It's you against you, and it's you against yesterday.
... so start writing down all the things that you're starting to see in yourself, like, man… not that we're seeking perfection...
That's not what it’s about either!
However…
... I’ve gotta go through a little bit of a learning curve to learn how to use ClickFunnels!
And all those pieces ...that's why people don't make it.
People ask, "Stephen, is this gonna work for me?"
"Uh, yes! But are you gonna work for it?"
*Flip that question around* Are you willing to do that?
I SEE PATTERNS
As I watch some of the patterns inside of my audience and the ClickFunnels' audience, and other places, these are 10 reasons that I see (just right off the bat) that someone's product isn't working.
Just by the way they're speaking about their product, I know, "Oh, that's easily why it's not working for you."
HOW TO MARKET A PRODUCT #NOT!
This is NOT a definitive list. This is the list that we just riffed off real quick the most common things that I see when it comes to…
So these are 10 things, (again, not definitive). I wasn't even going for the number 10, it just happened.
I don't wanna rank these and say, “This one’s more important than this one." That's NOT what I'm saying at all, but if you are doing any of these in your product marketing, you won’t be selling as much as you could be!
10 MASSIVE MARKETING MISTAKES
#1: TRYING TO SELL EVERYBODY
(...and this is definitely one of the BIGGER reasons why people don't sell well...)
Don't do that!
I used to try to and anything that had a heartbeat.
"Come on over here. You keeping your options open?" … and all this stuff!
I kept trying to sell anything that had a heartbeat, and I went through 17 tries and then I learned what funnels were, and then it was another 17.
The second 17, I actually was breaking even - I was actually making money.
It was more money than I'd ever seen. It wasn't tons, but it was like, "Wow! It’s working.”
One of the major differences between my first 17 attempts (over three and a half, four years) versus the 17 afterward, (which again was another three and a half, four years)...
YES - it took me a long time to try and figure this out!
"Stephen, it took you *that* long?" Yeah!”
I'm sharing all the lessons so that you don't have to go through that - 'cause it sucked.
Hopefully, you're coming to OfferMind, so I can share more lessons with you.
To counteract this tendency to sell EVERYONE ...
I get extremely clear on ‘WHO’ I want to sell.
The more clarity you have around ‘The Who’ the easier this entire game gets! #WorldsEasier.
It's so much easier to figure out what you're gonna sell when you just know:
Anyway, that's #1
#2: SELLING PRODUCTS THAT ARE BETTER THAN THE REST OF THE MARKET
*STOP*
In fact, I saw a post yesterday and I was like... (crap, what day is it? It's Tuesday, it might have been two or three days ago)...
Anyway, somebody said, "Who wants to get on and help make a better ClickFunnels?" [laughter] “And maybe we could go get funding for it?"
People started talking about how much money they were gonna go get…
"Let's go get some VC funding. And yeah, who knows a coder that knows how to code some stuff?"
And I was like, "Man, that is destined for some serious failure already on so many levels."
Not just the fact that they are taking on VC funding, but the fact that, by very definition, they were trying to make a better ClickFunnels!
….they’re already destined for failure.
ClickFunnels is already the category king of the funnel world. Be prepared to fight over the scraps, my friend.
Clickfunnels has 80% of the market share, so here's your tiny share!
ClickFunnels has something like 350 plus employees. I don't even remember how many devs they have any more, but it's A LOT.
The overhead they have just to keep the company up and moving... are you prepared to compete with that?
That's exactly the fallacy that people have though!
This is in any industry…
For example; let's say protein.
Someone's like, "Oh, I'm gonna go make a better protein powder."
That sucks!
Man, pull a Bulletproof Coffee.
Dave Asbury did a completely different thing than, "Let's just make a better coffee." He's like, "Let's put butter in it?" #What!
The key here is that you don't want to be better, you wanna be different or new.
Stop trying to be better.
I'm NOT trying to be better - that's why I'm NOT the funnel guy even though I was a funnel guy at ClickFunnels.
It would be actual suicide for me to position myself as the funnel guy. I didn't do that on purpose. I'm the offer guy 'cause it's complimentary.
Offer creation was different, no one was doing it.
*DON’T BE BETTER*
Go read the books Play Bigger and Niche Down - those two books are awesome and very much talk about this piece.
So, go in and…
Study and learn how to create things that are different.
I'm just gonna leave it there. This is NOT meant to be a dissertation.
#3: PEOPLE DON’T KNOW WHAT YOUR FIGHTING *FOR* OR *AGAINST*?
I did an episode about this very subject recently - 'cause this is a HUGE deal, and it's the reason WHY I wear The Capitalist Pig T-shirt so much.
The moment people understood what I’m personally, (not just product-wise), fighting for and fighting against - it calls the people who share my beliefs out.
They're like, "Oh my gosh, me too."
And guess what that did?
It definitely caused a divide.
I'm NOT trying to divide people; those thoughts and opinions about what I fight for and fight against, they were already there. I didn't create them.
I'm trying to see what my market is fighting for and fighting against and which ones I agree and completely disagree with, and then just be REALLY LOUD about it.
Just be more opinionated about the opinions I already have. I'm not creating it, I'm just being louder about it.
The mistake is when your customer has no idea what you fight for or fight against.
People wanna buy what you fight for and against as much as they wanna buy the product.
In fact, I think it was Seth Godin who said that there’s never been a time in the history of humanity where there's been so much de-tribing happening.
There's never been a time in history where there's been so much separation amongst people.
People are wanting a tribe.
People want to know where they should be and feel included, but equally, they don't wanna be in places where they're not supposed to be.
There are two equal levels...
I'm giving people a place to belong by using the statement:
My name is --------- -------- and I am fighting FOR ------- #Blank ?! and fighting AGAINST ------- #Blank?!
By using this statement, I'm actually being a voice for a core human need.
When people don't know what it is that you're doing, (all you're doing in their eyes), is trying to sell 'em another product.
When I know what you’re fighting against, I'm joining with a purpose.
I'm saying things like: "The product is the way to fight for----- #Blank. The product is the way to fight against------ #Blank."
People don't know what you’re fighting for or against unless you can declare it.
Know what that is that you’re fighting for and fight against.
I'm fighting for----- #blank! I'm fighting against----- # blank!
I fight for ...
And…
I fight against Socialism.
That’s it in a nutshell.
I’m not saying don’t help people, that's not it at all. I just believe I can help more people when I'm rich than when I'm poor.
And BOOM! ...if loud about that offends you, I completely understand!
…. but just take the lesson. *That's* exactly what I'm talking about.
There are people that are gonna want to learn from me because they're like, "Yes! I’m for and against those same things Stephen."
And then there are people who were like, "No, I don't wanna do that."
Fight for, fight against.
The way to help solve that mistake is just to listen.
Once you know who your dream customers are, listen to what they’re fighting for and fighting against and start sifting through…
“Thank you, dream customer base. I’m already really passionate about that. Why don't I have that be my *FOR*”
I keep listening, listening, listening - that's how I chose what I’m *FOR* and *AGAINST*
#4: LEAD WITH THE PROBLEM
Now, this is a pretty common mistake.
I don't remember what the stats are on this, but literally, we're seeing thousands of ads and brands every day...
...even if we don't know it, they're just always around us, ads and brands all over the place, thousands of them.
Most people are leading with is their solution. Products are essentially a solution.
And what they're going around and doing is saying like, "Hey, come follow me over here... solution, solution, solution, solution.”
That's actually an issue.
Unless they're actively seeking a solution, (which sometimes people are), but a lot of times people are not…
Make sure you lead with the problem, NOT the solution, and the way to do that is to actually know what problem you solve.
I feel like most of the time when I'm watching somebody's funnel, they don't know what problem they're actually solving.
You should be able to say, “This is the problem that I solve."
if you can't say that …
If you don't have clarity about what you do or the problem you solve, your customers don't either.
In order to lead with the problem, you actually have to know what problem you solve - know the problem.
#5: SELLING FEATURES
This is super common, I see this one a lot.
I just got this Apple Watch and they're freaking cool. I've really enjoyed this thing. I've only had it 24 hours, and I'm amazed!
But I'll tell you, all the features are NOT what sold it to me. What sold it for me, were certain stories about people using it and it actually improved their lives.
It had very little to do with features.
There are a few features I was excited for, but that's not ultimately what did the sale.
What made the sale was my own narrative:
I have’ an identity’ that the Apple watch gets me closer to.
So stop selling with features, no one usually cares.
… they're cool little ‘attaboys,’ but they're NOT usually the reason why somebody buys.
Buying for features is very, very, very seldom, and don't seek to be the exception there either because...
Story is greater than features.
Oh, what's up son?!
*Story is greater than features* - just keep that in your mind.
If you're like "Oh my product needs one more feature to really make it awesome in order to sell."
#TruthNuke! Features are NOT what they're buying in the first place.
Do you have a story? This is a BIG one.
People start with talking about what's in the offer - and you gotta tell people what's in the offer but that's so secondary, it's like number 99 down the line.
Features are NOT what causes the buying emotion.
….if you don't believe me, go find the podcast episode in Sales Funnel Radio called My Favorite Book, aka The Fake Book Story…
… it’s the epitome of this principle!
Anyway, I'm just gonna keep going on these….
#6: TALKING ABOUT THE PRODUCT, NOT THE CUSTOMERS PROBLEMS
I’ve kinda talked about this one a little before, but you’ve gotta lead with the problem during your actual conversation with people...
Leading with the problem is how I create:
But I'm saying ‘in the actual conversation’ you're having over the phone or face-to-face, do NOT just start talking about features.
The conversation needs to be guided around their problems.
Of course, you're not gonna call them problems and come right out and ask, "What are your problems?” They're not gonna call them that, right?
That's NOT what I'm saying at all.
But you're gonna focus on their issues.
Too many times, people walk up and talk with some other person, and they say, "Yes, and the product is this, so it'll... And the product is this and does this and is this, is this….”
And most of the time, somebody who's purchasing won’t always see how your product solves their problem.
That's why you have to focus on the problem. You lead with the problem.
As far as conversation goes, it's about their problems, NOT your solution. Eventually, you gotta get to the solution, but don't start that way.
I guess that was kinda a remake of #4
#7: TECHNOBABBLE
Technobabble isn't bad when you're talking to someone else who understands it!
But if you don't understand it, “Man you feel lost in the sauce.”
A few nights ago, we had some friends over to hang out and play a fun card game, and it was awesome, but they started talking about a show that neither my wife nor I had seen…
…. and I'm not gonna lie for a little while there it got a little bit awkward.
And I know they read this, ‘What's up guys!”
...but this is to illustrate the principle.
(I'm laughing because I'm gonna be made fun of for this… but I've never seen Stranger Things ... I'm planning OfferMind, baby!)
However, we've all been in a scenario where you're just like, "I don't understand what they're talking about," and it's fine…
But…
In a sales scenario, a confused mind always says, "No."
I love Experts Secrets where it talks about how if there's anything that you perceive as being technobabble, you add what's called a kinda like bridge...
...that's what Russell calls it and I love that title for it.
So instead of using technobabble, you add a ‘Kinda Like’ bridge
Instead of saying like, "Beta-hydroxybutyrate,” you say, “...it's kinda the coals on fire at a campfire. You know how they burn a long time - that's kinda like what that is.”
Then your customer's brain is like, "Oh, I get it!"
The human brain learns by building off where it already is.
We don't learn these random pieces of information and then be like, "How does that connect?" There are very few people on this planet do that.
Instead, we learn by starting at a place of understanding and then seeing how it relates to the NEW thing.
That's how we all learn, and that's how your sales message has to be.
Does that make sense?
#8: NO ORIGIN STORY
In general, some of these mistakes are slightly overlapped, but when there's no origin story that's a massive mistake.
The Origin Story is the easiest of the stories (usually) to create, but it’s also the one that can take more time.
Just 'cause it takes more time doesn't mean it's hard, but it can take more time.
You have to go through and test it and see which parts of the story are actually resonating with your people. People are buying the story.
One of my favorite examples was at an event I was speaking at a little while ago; I told everybody to close their eyes and I said:
"Guys, I wanna tell you about this really amazing time and I'm gonna lie my face off."
I’d already done The Fake Book Story, so I was like, "Hey, I'm gonna lie my face off, but it's to illustrate another principle, check this out….”
I came home from my college classes one day and I walk up to my apartment. I open up the door and the moment I opened the door, there’s an amazing aroma of food.
You can tell that there's been preparation in there.
I open up the door and I just get hit with this big old blast of amazing food smell...
...and sure enough, on the kitchen table in our little apartment, there was this incredible spread of food.
I kick my shoes off and walk across the floor over that one place that always creaks. You know that spot - it ALWAYS creaks down.
I walk over and my wife is there making this amazing spread of food. She had on this apron and I totally dipped her back and gave her a kiss, and we just had a fun evening together.
Then, I stopped and said, "Okay, now let's think about this, what food did you imagine?"
I had people saying…
What's funny is everyone had imagined a different spread of food.
I said, "That's really interesting. I was imagining a different kind of food than you all did - that's weird, that's my story though.”
I said, "Now, what was the color of the door that you opened up?"
And people were like…
I was like, "Oh, that's interesting. We were living in these college apartments with a blue door."I remember that blue door.”
I said, “ Now what was the color of the carpet?"
Everyone had a different color.
I said, "Well, that's weird."
“And then I walk across the carpet, and remember there's that one spot that squeaks, do you remember what the squeak sounded like?"
...people started making the squeak!
I'm like, "That's funny, man. The squeak was different in my head than in your head. That's really crazy. I wonder why that happens?”
You have to understand that telling a story allows others to become the protagonist in ‘your’ story.
They become the main character in your story and they use their backgrounds and facts and experiences to experience your emotions.
That's why story is so powerful.
To not have a story is NOT a small deal, it's a HUGE deal.
Story is what people buy; people don’t buy the offer, the offer is just the justification, The story is what creates the buying emotions.
#9: SELLING THE PRODUCT, NOT THE TRANSFORMATION
Said another way…
People are selling the drill rather than the hole. You're selling the sizzle, not the steak.
You know what I'm saying?
You gotta sell what your thing allows them to become and do and why it allows them to get closer to the who (#MyAppleWatch 😉) they know they are.
It’s very easy to buy and justify certain things when people are like, "Well, I am a----- # Blank.”
And you're like, "I know. That's why we created this so that you can have that!”
They're like, "I get it!"
It’s very easy to sell stuff when you sell the sizzle, not the steak.
#10: NOT CLOSING
Probably the number one reason I notice people don't make sales is that they don't close - they just don't ask for the sale.
People go in and say, "Well, I told the story, Stephen. I have an offer. I had a great hook."
I'm like, “How come they didn't buy? Tell me what your closes were? What were the logical reasons to act now?"
“Well, I don't know if I had any closes?"
*COUGH* Well, that would be the reason no one bought!
People are waiting for permission to take action; most of the time you just have to give it to them.
Q: “Is this something you could see yourself actually using in the future? 'Cause I feel like it could be a great fit for you.”
A: “Oh yeah, totally.”
Q: “Do you think that this would be something that you'd want sooner or later? Would you want these results now or maybe in a year from now?”
A: “Oh, you know, I'd like them now."
Q: “Debit or credit?”
BAM! Just go straight in for it.
… and usually, the sale begins if they say, “NO.”
RECAP!
These are some of the major mistakes people make when they're talking about or selling their product.
I wanna thank you so much for being part of what I do, and hopefully, you’ll choose to come to OfferMind.
BOOM!
If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good.
But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?
That's what I struggled with for a while until I learned the formula.
So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.
Wanna come?
There are small groups on purpose, so I can answer your direct questions in person for two straight days.
You can hold your spot by going to OfferMind.com.
Again, that's OfferMind.com.
One of the simplest ways to create the noise needed for large sales is to get public about what you're fighting *for* and *against*.
You'll find the added polarity CAN carry your product faster and further than you could on your own...
I’ve been making some people pretty livid recently…
...and it’s ALL because of ONE simple sentence!
What if I could share this dangerous fill-in-the-blank sentence with you, (it has the power to totally revolutionize your business) - would you be interested???
*CAUTION*
… this sentence isn’t for the weak-minded and it will probably bring you some haters!!! (I’ve definitely been feeling nervous recently).
But it’ll also help you to…
…so are you ready to take this next step?
CAPITALIST PIG SALES PSYCHOLOGY #OINK
There are a few specific principles that I use which work very well to get my message out there, and they have EVERYTHING to do with The Capitalist Pig!
But you have to understand the reason why The Capitalist Pig has worked so well and why I've made such a big deal about my schtick lately.
It’s all because I’ve been taking a stand *FOR* and *AGAINST*...
So…
I'll just tell you right now, the BIGGEST thing you can do is to figure out how to complete this ONE sentence…
It’s coming soon….
(Well, I’ve gotta create some suspense... 😉)
THE SENTENCE IS...
...
My name is --------- -------- and I am fighting FOR ------- #Blank ?! and fighting AGAINST ------- #Blank?!
*THAT’S IT*
You just need to answer the questions:
… and if you can fill out that sentence, suddenly there begins to be purpose behind everything you do.
Let me tell you WHY...
HOW TO INCREASE SALES
Recently, I had a chance to go consult with a clothing company for the whole day and we talked about how to create funnels so they could sell MORE.
They do a lot of e-comm in traditional methods, such as Shopify but they were like, "Hey, we want a funnel."
So I had a chance to hang out with them.
They make a lot of videos, and they'll go live like four hours every day selling clothing... and they make A LOT of money!
So I started asking them, "Which articles of clothing sell the most?"
They said, "Well, it changes a lot because we get so many new pieces in."
They named a few types that did really well, and then at the end, (and this is fascinating), they added, "And frankly, any article of clothing that’s tied to a purpose."
I asked, "What do you mean?"
And *this* is what they told me:
"Any article of clothing that is tied to a bigger ‘why’ than the clothing itself ALWAYS sells more than anything else."
I’m telling you this to illustrate the point that, it doesn't matter…
YOU NEED A ‘WHY!’
The Capitalist Pig thing, I totally do it for that reason.
Ever since I started posting about being A Capitalist Pig, I’ve had people reach out to me totally #LIVID!
(... until I get the opportunity to explain to them why I do it)
I tell them:
"Look, I just don't believe that we should get government hand-outs."
They say, "But I believe we you should take care of people."
I'm like, "I do, too!”
In fact...
I believe can take care of more people when I'm rich rather than poor.
They're like, "Oh, okay. Yeah, me too.”
It’s NOT about me living in an ivory tower.
But when you say:
"Hey, my name's ------- -------, I'm fighting FOR ---- #Blank, and I'm fighting AGAINST---- #Blank!"
… in the long-term, people care MORE about your cause than what you sell.
Do you hear that clearly?
Get public about what you're fighting for and fighting against. More and more, people are WANTING a heavy scoop of opinions on the side of their product purchase...
We all have products, (and that's great), but until you have a cause you’re kinda invisible.
FINDING YOUR CAUSE
In Expert Secrets, Russell explains what causes a mass movement; he teaches that you need:
The new opportunity is the one that everybody typically will run to and say, "This is the one I really want. I'm so excited about this.”
The new opportunity is sexy, it's attractive.
The attractive character is hard to develop - you gotta deal with a lot of crap in your own head.
However...
One of the easiest ways to create the cause and know what cause you're moving towards is knowing HOW to complete this sentence:
My name is --------- -------- and I am fighting FOR ------- #Blank and fighting AGAINST ------- #Blank!
… it’s also one of the easiest ways to create your market positioning.
I get asked questions like, "Stephen, I love this! I get it, it's awesome, but I don't know what market I serve. I don't know what market I'm against?"
Filling in the blanks in that sentence is NOT just meant for your cause, it also helps you create your market positioning.
I FIGHT FOR…?
I fight for Clickfunnels!
... that's the vehicle, and I’m an appendage to that vehicle.
The market positioning that I have actively and purposely taken is:
“Get ClickFunnels, and I will help accelerate your success with it.”
From a Broader Perspective:
And... because I can finish that sentence, people know what to expect from me.
THE HATERS
I just had a conversation with some guys, (and I can't repeat the whole thing), but they were like...
"Hey, I don't understand why you do this? I don't understand the Capitalist Pig thing? Do you understand? Wake up, wake up! Are you kidding?"
And I was like, "Not kidding! And understand what I'm doing for it. Have you ever turned down a paycheck? If money's so evil, when's the last time you turned out a paycheck?”
Money's NOT evil. Money's an amplifier. Money accelerates us. Money just takes who we are and makes us louder in those things.
If you're a jerk when you're poor, you'll be a jerk when you're rich - except you'll be an even bigger jerk.
The money doesn't change you. You change you. The money just amplifies you.
And what's funny is, I was nervous to launch The Capitalist Pig shirts, but it wasn’t because I thought it wouldn’t work…
(...it’s easily the biggest thing that I get Instagram and Facebook DM'ed about…)
Everyone and their mom wants a Capitalist Pig shirt!
It was a dream of mine to get them out, and I'm very stoked about it.
However…
I was nervous about the next wave of polarity and what that's going to cause for those who follow me.
But it's just a natural part of taking a stand.
FILL IN THE BLANKS SALES PSYCHOLOGY
The further you get in whatever business you choose; if you can find the answer and fill in the blanks:
My name is --------- -------- and I am fighting FOR ------- #Blank and fighting AGAINST ------- #Blank!
If you can fill out that statement and you have a product with a marketing message…
… it's going to happen.
The further you get down the road you go with your message, the more the polarity will increase.
You might think, *OH, CRAP,* but it’s splitting thinning the herd - it's just part of the game itself.
I just wanna jump on here and tell you guys, “Hey look, that's natural. It's gonna happen…”
But the easiest way to solve a lot of the questions you guys are asking me, which is things like:
"How do I gain a following?"
… is to know WHO you’re fighting *FOR* and *AGAINST*
To have ‘a following’ means you need to have people not follow you also, and there's no way around it. People are gonna hate you.
You gotta get over it!
RAISE YOUR BANNER
If you want a following, you need to have opinions and you need to share them…
... which means people are gonna have opinions against you, and it's gonna shock you, and make you go like "Man, I can't believe you think that way?"
But it's human nature. It's okay.
Love everybody. Serve as much as you can. But the hates still gonna happen.
So if you want a following, and you want your own Facebook group and you wanna have actual momentum in whatever you're creating…
You have got to learn to lift a banner and be willing to catch some of the flack that comes from it.
The banner can't be a politically correct answer though - it has to be whatever your opinions are - you have to be unapologetic.
You lift it up and watch opinions split - it's just part of it.
I recommend that when you start raising your banner; stop looking at all of your social media messages 'cause it will destroy your psyche. It will wreck you.
It’s nuts.
You have no idea how much negativity comes, but it just strengthens your resolve.
So whatever it is that you're doing…
Understand, it's a very natural process, especially as the attractive character develops.
When your cause gets stronger, the attractive character is required to get stronger. Your new opportunity gets stronger. It's just kind of a circle that moves around those three.
So stand up and say like, "This is what I am for. This is what I'm against," and be open about it and speak your mind and speak your opinions around it.
It’s attractive for a customer to follow the why as the reason for them buying the product in the first place.
For example, Toms Shoes...
You buy a pair of shoes because you also give a pair of shoes away to somebody else.
… it's a pretty clear message!
People buy the shoes as much for the message as the pair of shoes, and it's the same thing with tons of stuff.
I'm NOT saying that it has to charity-based, but you gotta figure out what it is that you believe in…
... and then lift that banner up and be willing to catch the flack that comes with it.
But first, you need to fill in the blanks!
… and then we can move on to the second step of the formula which is figuring out your dream customer and your positioning.
This is what creates that ‘why’.
It's not a hard formula, but most of the time, people just haven't learned it.
I kinda had to discover it myself, but only after putting in the mat time..
I'm excited for you to come to OfferMind, but I also want you to spend some time thinking about:
People want to know about you and they are looking to join forces with you, but they have to know what you believe in first, so...
Start getting loud about what you believe in.
BOOM!
If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good.
But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?
That's what I struggled with for a while until I learned the formula.
So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.
Wanna come?
There are small groups on purpose, so I can answer your direct questions in person for two straight days.
You can hold your spot by going to OfferMind.com.
Again, that's OfferMind.com.
Just cause you have a BIG list, doesn't mean you have BIG leads. Here's how I turn optins into leads…
There’s a HUGE difference between optins and leads!
A lot of people are super impressed by list size…
However, #TruthNuke, just because you have a BIG list, it doesn’t mean you have a ton of buyers.
The whole reason why you want to build a list is to sell
So I want to show you how to turn your optins into leads in the quickest MOST effective way possible.
What I’m about to share with you is some serious sales psychology because the bottom line is…
The more you understand human behavior, the better marketer you'll become.
OPTINS VS LEADS
On a basic level, the function of someone putting their email in, and you thinking, "Oh, I got leads..." might look the EXACT same as when someone opts-in…
BUT!
... when you think about sales psychology itself, you might NOT be getting a lead at all.
Let me explain...
Q: Have you ever done door-to-door sales?
I ask because door-to-door sales taught me something REALLY powerful!
Here’s how…
I did door-to-door selling pest control. I'd walk up, knock, and someone would answer, but when I was out knocking doors was I handed a list of people who were…
Q: Did the act of someone answering the door and engaging in a conversation with me make them a lead?
A: NO, it didn’t!
***I'm bringing this up because there are times when I've gone through somebody's funnel, and I'm like, "Oh, sweet funnel. This is actually a really cool funnel."
They're like, "Look at how many leads I'm getting."
I'm like, "Your leads aren't really coming until step two."
They're like, "What do you mean? The optins are GREAT!
But, NO! There’s something key they’re missing...
I want you to pay attention to THE FACT that…
Someone who opts in for something is NOT necessarily a lead.
THE DIFFERENCE BETWEEN OPTINS & LEADS?
Here’s a CLASSIC example:
Let's say you have a standard lead magnet page with a FREE PDF to download …
A typical page layout would be:
Now, let's say that AFTER some has downloaded your FREE lead magnet, you actually want them to buy a software trial.
Once they’ve given you their email to download the PDF, you have a list which you can send to an email sequence that pushes them to the software trial.
So the steps are:
But think about this…???
Q: If somebody opts in are they actually a lead yet?
A: A lot of times, NO!
Q: So when does someone become a lead? (And this is important to notice)
A: … it depends on whether you started talking about the software on the first page.
If you didn't... they're NOT really a lead yet!
Put simply...
A lead is somebody who has an interest in what you’re selling
... that's it!
BUT…
The leads weren't every single door on the street.
I was like, "You know what, there were two people who were really interested."
A lead is somebody who expresses actual interest in what you’re offering while an optin may just want the free PDF.
Does that make sense?
BUSINESS LEAD GENERATION
OPT- IN: “I'm opting in for whatever gets me on the list.”
LEAD: “I'm actually showing interest in the sales process.”
I'm telling you this because it's a powerful difference.
And it might sound like, "So what, Stephen?"
But you need to understand that…
The whole reason why you want to build a list is to sell
So the sooner I can get them into the zone of creating a pre-frame (#LeadMagnet), the better...
I want to pre-framed potential leads on the first page.
For example:
Sticking to the software trial scenario; let's say my FREE PDF was about cooking… that's definitely NOT a lead list for a software funnel.
Instead, I need a PDF that tells people, "Hey, download this free PDF on the top 25 agencies to hire to build your next software or app..."
I would say that's much closer to an *actual lead* because they're showing a genuine interest in what you’re selling.
“I HAVE A MASSIVE LIST!”
I'm saying this because sometimes people will come to me and say:
"Stephen, someone gave me a list of three million people. I have three million leads."
I'm like, "No, you don't [chuckle]... You have a random list of 3 million people."
Those aren't leads
You need to do things to turn them into leads before you send them to the actual thing you want them to buy.
It's a HUGE difference - BIG, BIG, BIG difference!
Here’s how it works…
Let's say I've got a funnel and I've created this cool offer that I wanna sell…
On the first page, I have a hundred people who optin, but it's NOT something that's related to the actual thing I'm looking to sell…
… those leads are waaay less qualified!
The whole idea is to create a PRE-FRAME on the first page - whatever they're downloading needs to be a pre-frame.
WHAT MAKES A LEAD?
There are two things I really look for:
The target person NEEDS to have a pre-existing desire and a pre-existing disposition for whatever it is that I'm gonna go sell.
One of the things I've noticed is that people will start creating a list, and think the list size is the thing that makes all the difference, but...
*IT REALLY DOESN’T*
If your list is NOT pre-framed for whatever you're gonna send them to next, you just have optins, NOT leads.
Here's why this is important:
Let's say that I have...
Let's say this is a frontend funnel, which means the prices are a little bit cheaper - it's the low-end of the value ladder things in this funnel...
It's NOT…
Q: Are the conversion rates of 10%, 8% and 2% acceptable?
A: Yeah.
I've had people say, "Man, I want more! How can I increase the conversion?"
You could increase the conversion rate, (and spend most of your time doing it)...
I'm NOT saying that's a bad thing to go do…
OR…
You can just focus on getting a better quality lead in the door, and it'll probably increase your conversions anyway.
Do you know what I'm saying?
Changing the offer is NOT always the answer.
Changing the sales message is waaay easier than changing the offer, however...
Q: What's waaay easier than changing the sales message or the offer?
A: Changing WHO you're talking to.
BUT…
What's even easier than changing the WHO is changing the FIRST thing that they optin to... (and let's say it's free)...
Just change the optin and it literally attracts a different person to you - so that better people are seeing a more targeted optin!
Better leads are actually getting a chance to buy from you in the back end.
LEAD FUNNELS & PINK VOLKSWAGENS
I look at A LOT of funnels!
And when I'm looking at all these funnels, people are like, "What should I change?"
And they'd be like, "Oh, man it looks like OTO number two is sucking it up! Look at that 2% conversion. Oh, that's super bad."
However…
It may just be that I’ve NEVER been in the market to buy a pink Volkswagen... and you offered me a pink Volkswagen.
*IT WASN’T THE OFFER*!
(Don’t write in… I know it’s NOT a Volkswagen 😉)
You're just talking to *the wrong person* and you gave me the wrong pre-frame.
For example:
Your optin was about cooking and now we're talking about cars... like, what?!
So your sales message needs to…
… if you do these two things, it's waaay easier sale…
Because when your lead starts moving through the funnel, it's like, "Oh, of course, I'll buy a pink Volkswagen, I've always wanted a pink Volkswagen.”
Your funnel gave:
Then when you ask:
“Why don't you just buy a pink Volkswagen?”
The answer is: Like, “YEAH!”
CHANGING THE ‘WHO’…
However, too many times there are HUGE message differences, and because of that, it's NOT a natural flow in the upsells.
So you can either:
Changing the customer is waaay easier than changing the offer.
Hopefully, you can see that there’s a HUGE MEGA difference between leads and optins.
Go look at your funnel and your funnel stats - draw it out (there's something to that)...
And when you're looking at ALL of your stats and ALL of the pieces that are in your funnel, ask yourself the following questions…
And one of the easiest ways to do it is to fix your pre-frame.
It’s waaay easier to do it that way than to change your message or your offer!
Let me tell you a story…
KNOCK-KNOCK
I did two summers of door-to-door sales, and it's NOT like I was handed a list…
I was handed a neighborhood to walk around and knock on doors.
People optin in by starting a conversation, but leads did NOT happen unless there was actual interest.
I was also a telemarketer...
I remember my first day, I showed up excited to do it. I liked doing phone sales and I wasn't bad at it…
I was one of the top guys for a while; I became a team leader and I trained a bunch of teams.
This other guy and I would go back and forth between #1.
Anyway, I was doing these phone sales, and they’d go buy these lead lists.
What was hard was to realize, was that the people they were buying lists from weren't actually qualified…
Meaning they weren't leads.
They just farmed out people who were most likely to buy something, but they didn't show any genuine interest.
Basically, they were buying optin lists.
They were buying HUGE lists of contact information so it was straight cold calling.
What would have made it a lead was if the contact had an interest in the product.
CREATING HOT LEADS
One of the ways that we do this in application funnels, (i.e., high-ticket stuff), in order to turn someone from an optin to a lead really quickly on the second page of the funnel is this...
So they optin on the FIRST page.
Q: What happens to somebody when they go through an application process that says, "Tell me why we should allow you to pay us."
A: they become a pretty HOT lead.
The selling psychology difference between the FIRST page and the SECOND page is MONUMENTAL.
I’ll tell you right now, in one of my application funnels; for every 100 people who optin, about 20 of them actually complete the application.
…*THAT* is the difference between optins and leads.
I'm telling you to do this because it will help relieve so much of the pressure in your business if you know:
… versus someone who's just like, "I got people on a list."
Our list, right now, is about 40,000 people, but they're not ALL leads for every product I have.
What I need to do is tell those people on my list, "Hey, do you want this cool thing about X, Y, and Z that you don't know is really a pre-frame for the thing I'm hoping you go buy later on?"
THEN they become a lead for just that product.
A lead for one product is NOT a lead for another product.
You wanna figure out how you can pre-frame people the hardest and the fastest, early on in the funnel…
Because as they progress down the funnel, you don’t want it to be the first time they see a pink Volkswagen.
BUYING LEADS?
There was one time in real estate where I did buy a list… and it was actually leads, kinda… 😉
It was a service where they grabbed the list of all the people who had somebody pass away recently in their life and they’d inherited a house or a property.
It's called the inheritees list.
I wanted to go in and get a HUGE MEGA list of all the inheritees in my local area.
So that's a list…
Q: How do I turn them into a lead?
We had a HUGE list with a thousand names of people who had inherited a property in the last 90 days.
A lot of people were on the list because of a major life event were someone had passed away and they inherited a property through the Will…
...and a lot of them just wanted to sell the property for cash.
So I was like, "Well, let me go be the guy on that and take the cut in between."
In order to take the thousand-person list and turn them into leads, it's a mechanism.
I ended up getting about 100 of them to call me, and this was how...
But it wasn’t your usual type of letter!
This thing stood out so hard, it was a HUGE eyesore.
My wife and I would spend tons of time in the evenings, (this was when we first got married), writing out all these legal letters.
(They're called Yellow Letters)
We wrote out hundreds of Yellow Letters and we'd ship them out to people.
We had 100 people call back...
About half of them were freaked out thinking I was taking their house.
I was like, "No, no, no, read the letter. We're trying to see if we can buy it from you."
And since they just wanted to get rid of the property, we could talk them down on price based on the market value.
Then I would go find buyers and match them, and take the spread in between.
That was the plan… and it didn't really work.
However, we ended up having 300 phone calls in a month.
*300 PHONE CALLS*
… those were LEADS!
The inheritees, they where just a list.
40,000 SUBSCRIBERS
When you have people coming into your list you're gonna be like, "I have all these people.”
When I send out a broadcast of 18,000 emails to one of my general Seinfeld lists, I usually get…
Just because they're on the LIST doesn't mean they're a LEAD. I have to turn them into a lead.
That's ONE of the most amazing powers of funnels EVER!
It's funny because some people will be like, "Well, I'm not selling anything on the Internet so I don't know if I can use ClickFunnels."
I’ll be like, "What? You're taking lists and you're washing them, qualifying them and sifting them on down to your actual leads…
... it’ll save you a ton of time!
I'm only gonna talk to those who have a genuine interest in what I'm gonna sell to them.
If you guys like this stuff, come to OfferMind...
That's my *UNAPOLOGETIC PLUG*
BOOM!
If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good.
But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?
That's what I struggled with for a while until I learned the formula.
So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.
Wanna come?
There are small groups on purpose, so I can answer your direct questions in person for two straight days.
You can hold your spot by going to OfferMind.com.
Again, that's OfferMind.com.
I have a very special guest on today, a dear friend of mine, someone I look up to and learn from constantly…
I’m very pumped about what he’s gonna share ‘cause it can really shift the dial on your business…
In fact, Russell called what he teaches…
The foundation of our entire company.
#ClickFunnels
You’ll know him as The Category King of The Dream 100.
He’s also a…
Welcome to the show, Mr. Dana Derricks. How are you doing, man?
Dana: What's up, man? Hey, thanks so much for having me back, I can't believe it.
Steve: Yeah, I'm excited, it's NOT too often I bring someone on twice to Sales Funnel Radio, (kinda as a policy almost)... I'm excited you're here.
Dana: Awesome, man, let's do it. [chuckle]
Steve: Well, hey, the show has grown like crazy since you've been on, I think you were on like literally 200 episodes ago...
Dana: Oh, man!
Okay, so first of all, for everyone listening for context, (in case you haven't listened to the other 200 episodes)...
Stephen makes that seem like it’s NOT a big deal… but 200 episodes for Stephen, that's like two weeks, so I was on like 200 episodes ago…
For everyone else, that's like 10 years' worth of content, so yeah!
I'm super excited, I can't believe you're 200 plus episodes in man, that's bravo...
Steve: Crazy.
Dana: Yeah.
Steve: Thanks. [chuckle]
Dana: Okay, sorry, I didn't wanna gloss over that.
Steve: No, I appreciate that, thanks.
Dana: Alright, so how I kinda became the Category King of the Dream 100 is - man, it's like ironic, right?
So I first learned about the strategy or discovered it from Chet Holmes and his Ultimate Sales Machine, he had a chapter on it.
That was NOT enough…
I'm like, "Oh my God, there needs to be a book on this thing" and I looked…
I thought there'd be 10 books on it, and there weren't, so that was like, "Okay, we should probably change that."
It wasn't long after I created my first Dream 100 List, like my actual intentional thing, right?
'Cause a lot of people, I’d been doing it without knowing and so...
Steve: Sure.
Dana: I finally knew, and I was like, "Alright, I'm gonna do it for real."
I put Russell Brunson's name as number one
...and fast forward, built a relationship with him, through the whole Dream 100 thing, and it was him, he was the reason that I became the Category King because of an interview I was doing with him.
I asked him a question, I said, "Russell, what is the ONE MISTAKE you made in your business that you wish you could go back and fix?"
And his answer shocked me. I was NOT expecting it.
He said, "I wish I wouldn't have run around for so many years trying to be everything for everyone. I wish I’d planted my flag in the ground as the funnel guy like years ago."
...and he didn't even finish his sentence, and I knew, “that means I need to go plant my flag.”
By the end of the day, I was, in my head, Mr. Dream 100. I was like the Category King already!
Then I went all in and did all the stuff that you need to do to actually be that.
Steve: Which you were already an expert in...
I mean for everyone who doesn't know, I was sitting in the room, and suddenly, Russell's talking about this guy ‘Dana Derricks’ and I was like, "Huh! That's crazy."
He's like, "Yeah, look, he sent this to me, did this to me, come on over here," and then suddenly, I saw in Russell's calendar behind his office, "Rewrite ClickFunnels' homepage copy with Dana Derricks."
I was like, "What!"
Dana comes flying in..., and it's where I learned how to do the whole piece of paper on the floor thing... that's how I brainstorm!
I mean behind this screen right now, that's precisely what I'm doing…
...because I watched you do that.
I mean you were already such a master at it by that time.
Dana: That was one of the best weeks in my career coming out there, that was so much fun, and you're a huge part of that.
For you guys that are listening or watching, I don't know if somehow we can, (in the notes or something), get that picture of you in that chicken suit. [chuckle]
Steve: Okay, I'll find it.
Dana: So yeah, I won't spoil it but maybe we could actually...
Man, we're gonna see each other in a month or so, maybe we could get that thing dusted off, pull it out of the closet.
Steve: It's right over there. [chuckle]
Dana: Okay. Yup, yup, yup.
Alright, keep listening everybody 'cause at the end of this episode…
We're gonna reveal how and where you can see the one and only Stephen Larsen wearing a full-grown chicken suit.
Steve: I think it's a great idea. [chuckle]
Dana: Yeah, awesome. Oh, yeah.
Steve: So you go in, and you realize, "Oh my gosh, I have this talent."
Russell says, "I didn't focus enough in my early career," and you planted the flag, "This is what I'm gonna be," (and it's cool because there isn't really anyone doing that yet at all)…
So what did you do from there to kind of become The Category King in everyone else's eyes?
Dana: Yeah, so I think it starts with…
You do have to have a level of confidence and certainty to deal with the impostor syndrome and shelve that as much as possible... but I think too many people miss that you have to put in your 10,000 hours before you can be Category King.
Steve: Yeah.
Dana: And so, for me, I had been doing The Dream 100 my whole life.
I talk about this in my book…
So as a 13-year-old kid, I Dream 100’d it to get high-speed internet in my neighborhood 'cause we lived in the country…
I called the phone company every week for months because we're on this dialup, “Man, how am I supposed to run an internet company off dialup?” Like, that ain't gonna work.
So I literally created a Dream 100 list of all my neighbors, that I thought would say, “Yes” if I went and asked them if they wanted high-speed internet.
...and there were 12 of them.
So I rode my bike to each one - I got 11 out of 12, closed them, hardcore, right?
Assassin!
Steve: You were a 13-year-old.
Dana: That's right, I mean come on, and cold knocking.
I would have closed 12 of 12... but the 12th, I had a conscience 'cause he was an old farmer, and he asked what high-speed internet was... [chuckle]
I was like, “Man, I'll leave him off.”
And anyway, I've been doing that whole life.
I did the same in high school to get myself a football scholarship to college.
I did all these examples leading up to it without knowing what I was doing.
And then in business, when I realized what it was and that there was a word for it and it was an actual thing, I created a system around it …
… which lead to:
… and all the other stuff around it.
You encapsulate the 10,000 hours you put into it, you build all the tools and all the resources for someone to come into your world and to have success with it…
... and I think that's the formula for being Category King.
Steve: I love that. 10,000 hours is certainly a must.
And just... I know we've been throwing around some vernacular here assuming everyone knows what it is…
Dana: Yeah.
Steve: I'm gonna ask that first.
Dana: That's okay. I take it for granted a lot, too.
The Dream 100 is putting the right people in place to collapse the time frames on your goals.
For example:
If someone's goal is to get access to a guy like Russell Brunson - it's doing the right things and putting the right people in place to get access to him the right way.
Sort of like I did, i.e., tangible ways I did that...
You did the same.
You did every bit if not better than me, probably really a lot better than me but...
First of all, it starts with buying all their stuff or consuming as much of it as you can.
Steve: Yeah.
Dana: That's kind of the golden rule.
...and then it's serving them and impacting their community as much as possible for FREE, if possible…
... and then kinda just doubling down and creating a value exchange from there.
Steve: It's interesting you said that... I'm just taking notes here...
So you mentioned being their best student - that's fascinating.
Yeah, 'cause it's interesting 'cause people will Dream 100 me, (and I'm sure they Dream 100 you, you're the Dream 100 guy), but people will do it to me, and I'm like, "I've never heard of you!"
...and then there are others who will come in, and I'm like, "I know this person, they're engaging with me, they're... " - that's impactful right there.
What do you think the biggest mistakes people make with the Dream 100?
Dana: Yeah.
By far, the biggest mistake we see (and I'm on the receiving end of all the time, and I know you're on the receiving end of all the time) is people, they'll either read my book…
…. or they'll somehow get some secondhand information on Dream 100 and think they're an expert, and then…
They do what I call spam 100-ing.
[chuckle]
They create a list of 100 people and then they'll go and spam 'em…
I've heard you talk about this before, we get the same thing…
They'll send you one package in the mail and then expect you to just promote them for the rest of their life or something…
...and then even worse, they put almost a condition on it or an expectation that "me doing this will get me something."
Steve: Yeah.
Dana:
The spirit of the Dream 100 is the opposite. It's unconditional giving for the greater good.
... if that makes sense?
Steve: So they go in, and they just start sending gifts or something and then they...
I had a few people who just straight up sent cash, and they said:
"We know that your daily rate is this amount, we need 15 minutes of your time; therefore, it's this amount. We look forward to your phone call."
It's like, I get it, and okay, clever to think of it that way, but it feels invasive.
Dana: It does!
My favorite analogies for Dream 100ing are dating and marriage.
The equivalent of what they tried to do, and whenever someone sends us anything with an expectation or a condition that we're gonna do something in return…
That's no different than somebody taking a gal out on a date and the expectation that he has, or the condition that he's kind of set is that they're gonna go and do what he wants to do later that night.
It kinda cheapens the whole thing, and the gal can feel that!
"Oh, the real reason that you're taking me to dinner and buying me drinks right now isn't that you genuinely want to get to know me and like me. You just wanna do that later."
And we can feel that, the same way, that in that situation - it just cheapens the whole thing.
Steve: It's true, and then you're like, "Oh man, it starts to feel... "
I just got a Dream 100 package from this kid, and he took a milk carton, and he put his picture on the missing person's thing.
And it actually was super awesome!
It made me laugh and connect with him on everything he put on side of it as well too... like, "This is awesome!”
Versus there's a stack over there, I just haven't even gone through.
Anyway, Spam 100!
What's another HUGE mistake people make with this?
Dana: Yeah…
Saying the wrong things.
Spam 100ing is the start of it, but then it's trusting that you think you know what motivates someone and there's even a couple of words that come natural to us that we think we should use but are awful…
Like, the worst mistake you can make!
Going back to the dating thing…
When you reach out to Dream 100 and have communication with them, it's sort of going on a date with your childhood crush, *supermodel person*
You got one chance, and if you say the wrong thing, “Goodbye,” you're gone. Right?
Steve: Yeah.
Dana: That would be the BIGGEST MISTAKE #2 - thinking you're using the right words and saying the right things, that you know what motivates them, but “Uhh Uhh.”
Steve: Is the wrong thing something like you said, thinking that they're motivated by one thing, but they're really not, they're motivated by the other?
Dana: Absolutely!
And also we've talked about this before, and this is actually something that I plan on sharing with your audience soon…
Your messaging needs to be different from your customer to your Dream 100 target.
'Cause they're two totally different… They're motivated by two totally different things.
What we say to our customer versus what we say to our Dream 100 target does NOT work and vice versa.
What we say to our Dream 100 target you should NOT say to our customer, and people try to blend the two, and that's why it doesn't work.
Steve: I remember somebody asked, "Well, how do I create a relationship with them?”
How would you create a relationship with anybody? Do that!
... that's the checklist right there!
Okay, so...
So if you guys don't know, Dana is actually gonna come and speak at OfferMind… he's one of the highlights, baby!
I'm super excited for him to come.
And just to give you guys even more context around this whole Dream 100 thing…
If you're like, "I still don't know what Dream 100 is?"
...totally get it, but you gotta go look up Dana after this and grab his book.
The Dream 100 is so powerful.
I was in a room with Russell, and he goes:
"I don't even start a business unless I can identify the Dream 100. I don't care how good the product is, how much I could sell it for, how much... "
He says, " Until I know that the Dream 100 is there, I'm not even gonna begin the product."
#Amazing
At OfferMind, Dana is gonna teach us more about the Dream 100 and how it relates to your offers.
What else are you gonna talk about at OfferMind, Dana?
Dana: Yeah, so this is so funny…
I wrote this book like I don't know, almost three years ago, and it wasn't until like, I don't know like six months ago…
*This is terrible to admit*
So Russell wrote the foreword, right?
...and that quote at the top, can you read that?
Steve: Yeah,
The foundation of our entire company.
Dana: That's a quote from Russell talking about ClickFunnels.
Steve: Really?
Dana: Yeah, aka the fastest-growing non-VC backed software company in history.
Steve: I didn't know that.
Dana: Six months ago, (and I've had these for years), I looked at it, and I was like, "HOLY CRAP!"
I didn't even know that I glossed over that.
That was a HUGE turning point and a shift for me to go ‘all in’ 10X on this.
So one of the things that actually inspired in my head was…
How and where I can implement the Dream 100 not just for traffic or not just for like the one thing I think it's for.
And what I realized was the Dream 100 is literally EVERYWHERE!
...and once we open up our eyes and we put the Dream 100 lens on, like the ole Dream 100 glasses...
[laughter]
Dana: (Those are the Thug Life glasses)
Steve: I love it.
Dana: … all this stuff kinda comes natural.
So I think the biggest, I know, the BIGGEST thing that I can bring to OfferMind...
(And we were chatting before we got on air about how amazingly complementary what we do is, you and I, Stephen and I)
Steve: Yup.
Dana: And a lot of people that come into my world, (I'll just be fully transparent), love the thought of the Dream 100…
… in theory, they're all in, excited to do it, but they're NOT ready… they're just not ready...
And what Stephen does and what's gonna happen at OfferMind is…
Steve gets you ready to Dream 100
… and to do Dream 100 the right way.
And then all I do is take those of you who
... and then I go and help you to find where those people are and blow things up and just collapse timeframes - so that it happens A LOT quicker.
So without getting into the gory details, I think the biggest thing that I'll bring to OfferMind, (and everybody needs to literally pause this and go to offermind.com and get your ticket now before it's full), would be to know that you don't have to mess around with the difficult tech stuff.
So like …
… that's NOT the best way to do this!
Figuring out ahead of time ('cause everybody you know just thinks that that's what you do next)...
NO!
Figure out ahead of time, these distribution channels, what we were talking about earlier, by way of the Dream 100, and then it's all ready.
It's like setting up the slides ahead of time.
All you need to do is just get your thing, and then the slides are there sending your thing to your dream customer, and you just shoot them down the slides.
So, we'll send up your Slides!
That's a weird analogy but...
Steve: [chuckle] I wanna go down a Slide.
Dana: Yeah, exactly. And the more slides, guess what, the MORE money you're gonna make.
So we'll set up the slides, and first of all, we'll know
Steve: Super awesome.
The purpose of OfferMind is to help you design and launch a lucrative offer.
*That's it*
But I can't even think of how to actually do that without doing what Dana also does, right?
So that's why this is such a fun natural fix and very excited for you to come, man. This is gonna be a lot of fun.
Thanks for taking the time to come in on both the show.. but also #Boise! Boiseano 😉
Dana: Oh, I'm super excited to come back to Boise, man. There are two people I'd go to Boise to see; you're one of them.
Steve: That's awesome, man. I appreciate it. And the other will also be speaking, so that's good too!
Dana: Guys, I'm telling you right now, having had Russell on my stage before, (which mind you, he didn't belong on), he was so above and beyond what I gave him….
He’s such an awesome human being for coming out there.
It's kinda like Michael Jordan playing on your ‘three on three’ weekend bar league basketball team, you know.
That's what it was like, so guess what, We Won!
Steve: Guess what, we won.
[laughter]
Dana: If there's no other reason than to come other than…
...but just being that close to Russell like that, I am sure everyone saw the documentary???
I don't think the Dude's gonna speak anymore.
I am not counting on it, so this could be one of the last times you get to see him speak at all.
Steve: He actually told me that he's like, "I am kind of done."
And I was like, "Well, sweet, man, thanks."
And guess how I got him, everybody???
I wrote a Dream 100 campaign
I did like four or five episodes on it, and that's why he came.
It wasn't 'cause I asked him, or he and I have a relationship…
I used what Dana teaches, and that's why Russell's coming.
It's crazy.
Dana: So y'all might not get Russell, 'cause he might have retired, but think of who you can get at your event?!?!
Stephen and I... Even me, I am way worse…
But, Dude…
I have no business working with Russell; I’m a goat farmer from Wisconsin.
You know what I mean? [chuckle]
But look at what we're pulling off!
Just for context, everybody…
*THIS* is a part of the Dream 100!
Look at how amazingly stacked Stephen's line up is! Just look, go to offermind.com and look.
How many other websites on the internet right now have Russell Brunson as a keynote speaker for their event? I don't know.
Steve: Tony Robbins did last week.
Dana: Okay. There you go.
Steve: That's all I can think of.
Dana: Tony Robbins did. I think Grant Cardone did, a few months ago...
Those are pretty BIG names for us to be in, right?
And why? Because of The Dream 100.
So I'll tell you this…
Just for a stat for everybody, when I landed Russell to speak at my event, I don't even know if you know that, you probably do, you were there.
But I remember his assistant Melanie told me that they got, (at the time) 15 solicitations for him to speak at events per week...
... that's like paid, right! Not just free.
Steve: 15 a week?
Dana: Yeah. It was more than that.
Steve: Oh!
Dana: Yeah. But 15 a week and they turned them all down.
Steve: I didn't know that.
Dana: Yeah. And it makes sense…
Minute for minute, he's arguably the highest- paid speaker in the world
But Stephen and I got him to come to our events because of The Dream 100.
[chuckle]
Dana: Not 'cause we were one of the 15 people that spam 100’d.
We did all the things that we're gonna show you at OfferMind
...and it's gonna be fun, man. I am excited.
Steve: It's gonna be awesome. Dude, I am really pumped that you're coming and I am so psyched about it.
Guys, right now, as of the time of us making this and doing this together with you guys, VIP, I believe, is completely sold out.
The room we are actually starting to look at adjusting certain things for fitting more people, so go get your ticket at offermind.com.
It's coming up, this is not...
I am a Time Nazi.
I hate wasting my time, and I hate people wasting my time.
I am pretty finicky about it.
I promise if you show up, I am not here to waste your time, we're gonna give you actionable things.
It's a networking event and that you'll meet people that will really change your life, but that's not why it's there.
OfferMind is a curriculum.
And I want you to come and learn these talents...
This is just a skill set. Right?
I got kicked out of college, man!
You and I, we're not like, "Look at our IQs." That's NOT it at all. [laughter]
We just know some formulas and patterns and we just keep running them.
[chuckle]
Dana: Don't lie to 'em, we met at a Mensa convention.
Steve: Oh, man!
Well guys, thanks so much! And thank you for being on here, man - really appreciate it.
Dana: Of course. Thanks again. See you at OfferMind.
Steve: Offermind.com !!!
BOOM!
If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good.
But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?
That's what I struggled with for a while until I learned the formula.
So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly, the right sales script to get it off the ground and sell it.
Wanna come?
There are small groups on purpose, so I can answer your direct questions in person for two straight days.
You can hold your spot by going to OfferMind.com.
Again, that's OfferMind.com.