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My first 5 years in entrepreneurship was 34 painful product failures in a row (you heard me). Finally, on #35 it clicked, and for the next 4 years, 55 NEW offers made over $11m. I’ve learned enough to see a few flaws in my baby business… So, as entrepreneurs do, I built it up, just to burn it ALL down; deleting 50 products, and starting fresh. We’re a group of capitalist pig-loving entrepreneurs who are actively trying to get rich and give back. Be sure to download Season 1: From $0 to $5m for free at https://salesfunnelradio.com I’m your host, Steve J Larsen, and welcome to Sales Funnel Radio Season 2: Journey $100M
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Now displaying: May, 2019
May 31, 2019

"How to market your business" "marketing strategy" "product launch"

 

You walk into a group of people (your dream market)... what do you say and do to get their attention?

 

STOP!

 

Before you read any further, I wanna drop a truth nuke…

Reading this article could either be the best thing you do all day… or a MASSIVE distraction.

 

ARE YOU READY FOR A PRODUCT LAUNCH?

 

So before you continue, I want you to answer these quick questions, (and here they are):

 

  1. Have you studied Market Selection?

 

  1. Do you have a Product?

 

Once you have a product, these are some of the Acts of Marketing that you can use to create a ton of noise when you launch.

 

I've been at this game for six years now,  and hindsight’s 20/20... so looking back, if I give one piece of advice, it would be:

 

Stop obsessing over:

 

  • Funnel types - until you have a product

 

  • Offer Creation Methods - until you’ve chosen a market

 

  • Your Dream 100 List - until you know who your dream customer is

 

  • What to build - until you know who to sell.

 

Last episode, I talked to you guys about how to select a market, and it's super powerful - I believe it’s where EVERYONE should start when they're trying to decide what to sell

 

The big issue that I ran into in college was I was that I knew a lot of strategy... but I didn't have a product…

 

AND THAT’S WHY I WAS BROKE! 

 

So if you're studying Acts of Marketing without a product…

 

 Stop getting distracted with campaign styles of marketing. If you don't have a product yet, don't worry about this crap.

 

This is powerful stuff, but you don't have to know EVERYTHING at once.

 

CASH FLOW IS KING …

  

First of all, you need to learn:

 

  1. Market Selection/ Market Design, i.e., How to choose your market…

 

  1. Start selling before you create the product (which is totally possible).

 

I made six figures before my product was even done - which is super powerful. Events are the same way. The next OfferMind event hasn't happened yet, but we've already cash flowed a lot on that thing.

 

You can study market selection without a product, but studying acts of marketing is a distraction.

 

INSTEAD...

 

  • Study product creation.

 

  • Study The Seed Launch from Jeff Walker.

 

It's a great way to get a product out there that you don't even have built yet to get paid for…

 

There’s no bait and switch, your customer knows that the product isn’t created yet.

 

What I'm trying to help you understand is…

 

Acts of Marketing are very different from Market Selection

 

I believe acts of marketing are the second thing that you need to study. Too many people get distracted by the acts of marketing...

 

...and I'm teaching Acts of Marketing today.

 

I’m gonna teach you how to get your product out there.

 

So if you don’t have a product yet,  I’d figure out how to choose your market first.

 

MY NEXT MARKETING STRATEGY?

 

The BIG QUESTION that I’m trying to answer at the moment is:

 

How do I sell more OfferMind tickets?

 

… that’s the thing that I'm trying to figure out right now, and I'm not quite sure on the answer yet; I've got a few places I can take it…

 

So in this instance, I'm NOT talking about Market Selection, I'm talking about Acts of Marketing… and I’m specifically talking about Launch Campaigns.

 

There are launch campaigns, and there are evergreen campaigns.

 

A launch campaign leads to a single day/ event/ time, where all the pressure is released in ONE go.

 

A launch campaign introduces a product to the market in much the same way Hollywood does with a movie.

 

(I’ll cover evergreen campaigns in another blog)

 

But for now, let’s take the Avengers: Endgame…

 

  • There was a lot of pressure and a lot of build up.

 

  • There were even whole movies ahead of time setting it up.

 

On the radio, I heard that Endgame is the fastest movie ever to gross $1 billion, or at least they're on track to be. That's nuts!

 

That’s the fruits of a launch campaign...

 

Most of the time, people don't design a launch campaign - which is why they don't ever have this BIG injection of cash.

 

That's why I did the OfferMind MasterClass two weeks ago, (I needed a week to recover  - it was full-on)...

 

The MasterClass was what we call a Seven-Day Launch and you can read about what we did here.

 

The seven-day launch is designed for a MASSIVE injection of cash…

 

And *SPOILER ALERT* -  that’s  what happened. We had a six-figure weekend. BOOM! A huge amount of cash came in…

 

HOW TO MARKET YOUR BUSINESS...

 

So we’ve just had a BIG injection of cash…

Now, let me ask you a question:

 

Q: What would be the wrong way to use that money?

 

A: The mistake would be for me to take that cash as profit…

 

*I DON'T TAKE PROFIT*

 

That cash is held in reserve to

 

  1. Fuel the OfferMind Event.

 

  1. Fuel Evergreen Campaigns.

 

Events are expensive, the way I like to do ‘em .

 

Last year's OfferMind cost me $80 grand - this one's gonna cost waaay more.

 

Anyway, back to launches…

 

If someone says to me, "but I don't have money for ads." My reply is, “Cool, don't do ads.”

 

Ads are an evergreen campaign type strategy.

 

*This applies to any kind of ad*

 

Ads, in general, come under the evergreen category.

 

So, instead,  what you have to do is create a Launch Campaign.

 

The book Launch by Jeff Walker teaches you about Launch Campaigns, (the name kinda says it all ;-))

 

The benefit of a Launch Campaign is that you learn how to get a lot of cash.

 

The con is that it teaches you nothing about how to actually build the rest of the business or an evergreen campaign.

 

I've already done the seven day launch (and it was very successful. Almost all of the OfferMind VIP places have already gone)... so now I trying to decide what to do next to sell MORE tickets…

 

WHAT SHOULD I DO?

 

I documented my journey from leaving ClickFunnels to my first million - that happened fairly relatively quickly…

 

So now what I'm doing is documenting my journey to the creation and the development of OfferMind.

 

You're not going to learn the content, but I'm going to teach you how I'm designing the actual event and getting people to it -  which is one of the most stressful things about launching events.

Here are my options of what to do next:

 

  • Turn on ads for OfferMind

 

  • Do OfferSummit

 

  • Launch capitalismswag.com

 

  • Redo the OFA sign up page

 

 

  • The One Funnel Away Stories Podcast

 

  • Plan a My Content Machine Event

 

  • A Secret Project with ClickFunnels

 

(If you want to watch me go through all this with a whiteboard you can watch on YouTube)

 

Let’s break this down…

 

OFFERSUMMIT?

 

The asset of the internet is your list, so I need to develop a bigger list to pitch OfferMind to.

 

If you're on my list, and you're NOT coming to OfferMind, it's confusing to me. I'm not throwing rocks at anybody,  but…

 

*YOU SHOULD COME TO OFFERMIND*

 

But understand, that there are some people who didn't buy OfferMind and they're like, "No, I'm never going buy, I'm only going to take your free stuff, Steven."

 

...and there are people like that.

 

So I can either work my freakin’ hardest to try to expand my messaging, to try and convert that person…

 

*Bleurgh… I HATE that*

 

...Or I could just expand my list.

 

That sounds way better to me.

So I could do an Offer Summit, get a huge list, and then promote it to that list.

 

I wanna interview freakin' Bill Glazer.

 

I really want to interview massive guys,  All the yesteryears' gurus  - I want them.

 

I'd love to get them to write a chapter. Who did that? Russell Brunson, in the 30-Days Book. I want to do that.

 

That's going to take some time to coordinate!

 

CAPITALISM SWAG?

 

I’m gonna build Capitalismswag.com for the purpose of promoting OfferMind.

 

One of the reasons I haven't done Capitalism Swag yet is because I was like, “What does it lead to?”

 

I could just sell shirts, but what does it lead to from a marketing standpoint?

 

So I needed something built in the middle before that.

 

So Capitalism Swag is another launch campaign that’ll lead to OfferMind.

I'm NOT gonna have the shirts available forever.

 

  1. It takes time to print and ship the T-shirts.

 

  1. The only I’ve seen swag be successful is it’s  treated like a launch rather than an evergreen activity.

 

I'm not in the shirt business, so  each time I release a shirt, they’re only going to be available for three days.

 

But there'll also be an evergreen aspect to it because I thought it'd be cool to be an exclusive shirt of the month - that I'm never going to print again.

 

The Capitalist Pig Shirt, I’ll probably leave that up forever because it's freakin' awesome - it ruffles a lot of feathers, and I love that.

 

It pisses off liberals, which just makes my heart sing and I sleep better at night.  

 

So it's kind of both types of launches, but really, I'm going to use it to promote OfferMind.

 

OFA SIGN UP PAGE

 

I want to go redo the OFA sign up page in its entirety. I want it to be awesome. Does it need to be awesome in order to sell? No!

 

That thing's already made $110,000 just in hundred dollar sign-ups. That's insane!

 

That single ofasignup.com, ‘not very design-esque, built it in a hotel room before I got on a 2CCX cruise ship’ page…

 

… that's the power of a bridge page. The power of creating an offer on top of somebody else's. It's crazy.

 

I also want to redo the network marketing one that Russell just launched. That would be cool. I would love to create my own offer around it.

 

I think I know what it's going to be. Super sexy… “When you buy through my link, you get all these sick bonuses!”

 

So the actual marketing network bridge page, that'd be a cool one to go launch.

 

FREE CF TRIAL?

 

I'm also thinking about launching freecftrial.com with a cool bonus offer…

 

How cool would it be if you get a trial of ClickFunnels through me and it came with a freakin' sick offer.

 

A specific training on how I use Actionetics MD.

 

There's not a lot of training out there on it.

 

What if I was the guy that did that, but you got it as a bonus by getting ClickFunnels through me? That's awesome.

 

OFA STORIES PODCAST

 

Oh, you know what would be a fun one from an evergreen standpoint that’d be incredibly powerful?

 

It's funny because some people out there have gone out and they're using the phrase ‘One Funnel Away Challenge’. It's a freakin' trademark of ClickFunnels.

 

They’re gonna have a huge issue with that.

 

I have written permission, as their coach, to launch a One Funnel Away Stories Podcast.

 

I'm gonna interview tons of people who were just one funnel away:

 

  • Ordinary people

 

  • Famous people

 

  • People who were living in the gutter

 

... all their stories and what they did to have success with ClickFunnels.

 

That'd be really, really awesome.

To pull the OFA podcast off is gonna take a lot of spin up.

 

We republish my content machine to 22 places - so we have to set all that up!

 

MY CONTENT MACHINE LIVE EVENT

 

Another strategy that I'm thinking about using is to have a small one-day event where I teach you my content machine at OfferMind depth.

 

I didn't start it that way….

 

There are two phases to content production:

 

  1. The crawl phase

 

  1. The sprint your face off phase

 

It’d be fun to have content machine hardcore MasterMind that's like 12 hours long where I deep dive... mixed with Q&A's/workshop throughout.

 

If I were to record that and sell it afterward, but give away a ticket…

 

I could build an entire campaign around it...

 

I thought it'd be cool to create some sick, awesome bonuses. Really valuable stuff that I see that everyone needs that no one really makes.

 

Why don't I just go make that stuff, but then give it away as a bonus?

 

Like, “Hey, Yeah, that's just like a taste of what OfferMind is. Why don't you come get an OfferMind ticket? Here's a little discount as a thank you.”

 

ADS?

 

Ads aren't a campaign. They’re part of a campaign, but they’re NOT a campaign.

 

As a marketing society, we're losing the term ‘campaign.’

 

The 7-Day Launch brought in the money for the OfferMind ads -  so we can turn those on now. I just need to do a few meetings with my ads team.

 

I'm just trying to figure out the order of what to launch?

 

May was an insane month for me.

 

I spoke at an event literally every week the entire month of May, and one of was my own event OfferLab.

 

I wrote about OfferLab a few weeks ago - I'm NOT  just pitching you. I'm telling you how I crafted an event like OfferLab - so it's pretty cool.

 

ACTS OF MARKETING

 

I’ve been through market selection and now, this is Acts of Marketing.

 

I could go create a webinar just for OfferMind - that's an act of marketing.

 

It would start as a launch campaign, but I could turn it evergreen if I wanted to.

 

I have friends who sell out their entire events with just webinars…

If you’re thinking, “But it's not an info product,Steve?” Yeah, I know. That's why we say you can use webinars to sell ANYTHING.

 

It's less about the  kind of product, than it is, what kind of campaign you’re trying to create in order to launch your product.

 

MY NEXT PRODUCT LAUNCH?

 

So what should I launch next in order to answer the BIG QUESTION:

 

How do I sell more OfferMInd Tickets?

 

I think the sickest I could create right now, (which would take some coordination) would be OfferSummit.

 

My Funnel Team would need to create the pages and all the stuff.

 

So my thought is to get my team started on that... because that actually needs to happen quite soon…

 

I want a lot done before I approach big people that I want to speak on it - so they can see it's not a joke.

 

It'll be a massive list building thing.


That's a lot to do, but I think we can do it.

 

OfferMind's in September, so in order for me to promote, I need to do the summit in July.

 

My brain works like a Gantt chart sometimes. (If you don’t know what that is, go look up.)

 

There are a few assets my team needs to finish building the platforms for the OFA podcast just so that they're in flow and motion - which means capitalism swag will probably come before that.

 

MY FOCUS?

 

Someone is said to me, "Steve, why don't you just focus?" I am, dang it. What are you talking about’ just focus?’

 

I’m gonna:

 

  1. Build an offer

 

  1. Grow up my list

 

  1. Pitch a bunch of people on OfferMind

 

That’s how you skip the freakin' j-curve.

 

This is where my area of genius is, (I feel weird saying that)...

My contribution to the marketing community is Market selection/ Design mixed with Offer Creation.

 

I don't even know how to create offers without all the stuff that I'm teaching right now.

 

Unless you're already actively in business and selling, it's very frivolous in my opinion, to waste your time studying Acts of Marketing - you gotta start at market selection.

 

Little more homework up front, far more security on the launch.

 

Waaay easier to win.

 

No one ever talked to me about that, and after a while, I realized that I was stuck on tactics, not strategy.

 

When I understand some of the strategy pieces behind it...

 

This is far more malleable than I think people realize.

 

YOUR COMPANY'S SOUL

 

There's a book I have… the first half of it was really good. The second half started talking about the business has a soul and respect the soul of the business.

 

And what is the soul of the company telling you?

 

I was like, “This is garbage.” 

 

A business is a system that generates a lead and fulfills on it.

 

That's all a business is. It's NOT fluffy junk. It's something that's designable. It's NOT all art.

 

I definitely have some of my art and my flair on top of it. I believe some of it's my personality, (which is a little bit forward).

 

However…

 

A lot of business is designable, that's the science of it.

 

Just understand that as you're doing this...

So to the person who keeps asking me, “How do you give all this away on your podcast and still have things to sell?”

 

First of all, this has nothing to do with how things are sold. I used to have that same fear as well.

 

Second of all, we're just scratching the iceberg, baby. Scratching the very tip of it. There's so much more I do that I don't think people know about.

 

Anyway, go to offermind.com, and get a ticket. I’d love you to be there.

 

All right... see you later

 

Get Rich, Do Good

 

 Oh Yeah!

 

Hey, wish you could geek out with other real funnel builders... and even ask questions while I build funnels live?

 

Wish granted!

 

Watch and learn funnel building as I document my process in my funnel strategy group.

 

It's FREE.

 

Just go to thescienceofselling.online and join now. Again, it's thescienceofselling.online.



May 28, 2019

One of the most frustrating things for me at the beginning of this whole game was that I didn't know what a market was... and there wasn't anybody who could really define it for me...

 

SALES STRATEGY SHORTCUTS?

 

Usually, I don't believe in shortcuts, but if you know your market, a lot of stuff just gets answered for you… and it’s much easier to pin down…

 

  • Your Messaging

 

  • What To Sell

 

Existing companies I work with like this a lot because it helps them position themselves in relation to their competition

 

New people want this because it actually fills in a lot of the questions that get asked along the way.

 

For Example:

 

  • What should I sell?

 

  • Who am I talking to?

 

 

Choosing the right market is one of the major things that help to shortcut the game for real.

 

HERE’S THE PROBLEM…

 

There are some things that it's obvious that I need to teach; I can see everyone's struggling with X, Y, and Z…

 

However, there’s an area in my brain that I've NOT  quite uncovered yet and I keep trying to reach to it.

 

A few days ago, I woke up at five, 5:30 and spent three hours trying to figure out what question I should be asking…

 

I believe that questions invite revelation; therefore, I must be careful of the questions that I ask.

 

I always consider the questions and ask… and who I’m asking those questions to.

 

For example:

 

Am I asking broke people questions... or am I asking rich people questions?

 

In fact, I have a whiteboard where I list out the major questions that I feel I should start asking. I'm NOT trying to answer them, I'm just logging that I have that question.

 

Then when I get a little more clarity on what I need to be asking, I go to my bookshelves…

 

I buy a lot of books.

 

… and it's because I'm trying to create clarity on what question I'm hunting the answer for, so I don't get stuck in learning loops…

 

I just hunt the answer.

 

… and I've been hunting answers a lot lately.

 

Half of what I do is teach people, “Hey, this is X, Y, and Z -  I see a lot of people are struggling with this.”

 

The other half of what I do is in a discovery realm that’s super fun mentally, but exhausting.

 

And there's something that I’m trying to grasp, and I'm NOT quite there yet…

 

HOW TO GET MORE CUSTOMERS

 

I used to believe that in order to have success, you needed a good funnel.

 

Now before anyone poops a brick, let me explain...

 

Originally, I’d build a funnel and then I build an offer contingent with the funnel that I’d hacked... NOT based on what the customer needs...

 

Then I’d build a sales message.

 

Eventually, I realized that I needed to be doing the exact opposite

 

Instead, I need to create the…

 

  1. Sales Message
  2. Offer
  3. Funnel

 

...and I started teaching it that way.

 

However, I  quickly realized that wasn’t where I needed to start

 

I was like, “Wait a second, I’ve gotta go even further back; way before the sales message and get to know the Red Ocean a little bit more.”

 

...and that's when I started creating my Red Ocean Analytics Checklist.

 

It’s a living, breathing checklist of my actual findings; I'm not taking that from anywhere, it’s my stuff.

 

Red Ocean Analytics, Baby!

 

So before I’d create an offer,  I'd go through the Red Ocean Checklist…

 

But then I was like, “Crap, no! We can't start at the Red Ocean, we have to go back even further because there are other oceans and other markets…”

 

  • There are ghost markets

 

  • We have to think in terms of the customer

 

… I have to go back even further.

 

The further I've gone back, the more I see that when people just follow the framework, (and not even well), the chances of their success goes way up.

 

The challenge is that I can tell that there's another stage before friggin' market selection that’s starting to pop out.



But I can't tell yet if it's a pre-market selection or something that’s in it…

 

Sometimes I feel like it's ‘The Beautiful Mind’ kind of thing, “Y'all here?”

 

It's like schizophrenia, “Aah, pictures, patterns everywhere...”

 

That's my unique ability. I'm not very good at many other things besides this.

 

ART VERSUS SCIENCE

 

It seems funny for me to say, (cause I'm the “offer guy’), but I'm at a spot now where I believe you can't even make a good offer until you know…

 

  1. The market you’re selecting
  2. The customer journey and where they've been previously.

 

I can't sell something to a customer that they’ve already gone through - and that's what I mean by a ghost market.

 

It's the ghost of “marketing past.’

 

The ghost of the ‘vehicle past’ that they've already gone through.

 

It’s interesting to start looking at the journey the customer is on…

 

You have to understand that piece…

 

Market selection is still an art right now 'cause I'm still learning how to describe it as a science.

 

I'm trying to pull the pattern out so that it's not an art.

 

*I HATE ART*

 

I'm NOT saying that “I hate actual art…” I'm saying, “I hate depending on art because art is hard to calculate.”

 

I like science. I like patterns because I can say, “When I do A plus B, I get C.”

 

I'm still learning to pull out the science piece of market selection.

 

… and I've gotten a lot better at it.

 

ACTS OF MARKETING

The last OfferMind Masterclass was the clearest I'd ever taught about market selection.

 

A lot of people have already created success with what I taught - that's why OfferMind is such a big deal.

 

I'm not just teaching fluffy junk you’ve already heard.

 

https://media.giphy.com/media/lwQjQawxKVrUc/giphy.gif

 

So let’s talk about market selection…

 

Market selection fuels acts of marketing

Stick with me while I explain this…

 

There's market selection and then there are acts of marketing.

 

So what are the acts of marketing?

 

I spent three hours going through all my books…

 

I wrote down the question I'm trying to answer right now and I asked, “Could this book answer that question?”

 

… just from face value and kinda flipping through, I’d literally throw books in different piles in the corner.

 

I cleared out a bookshelf and labeled the shelves:

 

  • Offers and Market Positioning

 

  • Model, Scaling and Marketing Activities

 

..and those are the things that I'm deep diving into to answer the questions.

 

  • What is a market?

 

  • What are acts of marketing?

 

...'cause they’re NOT the same thing.

 

This is where people get screwed when it comes to marketing.

 

They say, “I'm gonna go do marketing, so I'm gonna go post stuff on Facebook…”

 

To that, I say, “Grrgh, tell me some context otherwise, that's NOT marketing…”

 

So what are acts of marketing?

 

An act of marketing is things like:

 

  • Creating A Sales Letter

 

  • A Webinar

 

  • A Launch Campaign

 

  • An Evergreen Campaign

 

Let me explain what I mean a little bit more…

 

MARKETING DESIGN

 

Let's say that you're gonna go do a launch campaign

 

You all just saw me do that with my OfferMind funnel, (we already have 200 seats sold, which is crazy).

 

Let's talk about what market selection means…

 

(Maybe I should call it marketing design? I don't know... it's actually a good way to describe it.)

 

'Cause we're all very familiar with this world, let’s take ClickFunnels as an example…

 

Anyway, if you look at ClickFunnels…

 

ClickFunnels is selling wealth.

 

When they went straight to selling wealth, it didn't sell….

 

That's when ClickFunnels almost became an abandoned project.

 

Russell had to try and figure out how to sell ClickFunnels to the right market

 

…. that's a very natural thing for anything that you build. You're trying to learn how to sell it, right?

 

Check this out…

 

When ClickFunnels said, “We're not gonna sell the general wealth category, we're gonna sell to people who’re convinced that websites are the way to get wealth and become anti-Red in our messaging...”

 

… that's when ClickFunnels became ‘ClickFunnels.’

 

ClickFunnels talked about the death of the website.

 

ClickFunnels began to sell to the Red ocean of people who are convinced that building a website is what will give them wealth…

 

How big is that market?  It's friggin' huge, right!

 

And when ClickFunnels became the anti-Red in their messaging

 

Who did it talk to?

 

It talked to the sliver of people who were using the websites as the way to get wealth, but who weren't having success.

 

These were the easiest people to sell to; you don't have to convince them there's a problem, because they already know there's a problem.

 

Watch the way ClickFunnels grew from this…

 

EXPANDING YOUR TARGET MARKET

 

Eventually, someone would say: “Well I'm in affiliate marketing, could this work for me?”

 

Well, of course, it could... so we'd be like, “Let’s add affiliate marketing to the pot,’ and then that would become part of the expansion...

 

… and that's one of the ways to grow.

 

Russell didn’t try to sell EVERYBODY, he sold to people who were in affiliate marketing and already experiencing pain…

 

That's very different to somebody who says,”Yeah, I'm interested,” but they never pull out their wallet.

 

These people are:

 

  1. Problem-Aware
  2. Solution-Aware
  3. Buyers
  4. In the middle of pain

 

They're not having all the success they want.

 

This is a HUGE deal to understand.

 

Then after we’d added the dissatisfied affiliate marketers to the ClickFunnels customer base, we went to…

 

  • B2B

 

  • Retail

 

...'cause they were also asking, “Can this work for me?”

 

We used the same strategy and sliver by sliver, we grew the ClickFunnels customer base.

 

And what's fascinating to understand is that it’s a mistake to try to target tons of markets at once.

 

You have to have one market that acts like a big ol' anchor…

 

Anti-Website positioning is one of the major anchors for ClickFunnels.

 

And this is the reason why most people fail, (right at the get-go), before they even get to:

 

  • The sales message

 

  • How do I write a sales letter?

 

  • How do I come up with the funnel?

 

 

One of the BIGGEST reasons why they fail is because they don't know what market they're selling to...

 

*You're selling to the Red Ocean*

 

WHERE TO FIND YOUR TARGET MARKET

 

If I wake up one day and I say, “Hey, I'm gonna go sell my stuff,” and I put my stuff in a little cart, where am I gonna push my cart to?

ANSWER: To where everybody else already is.

 

I’m gonna go to where there are people, i.e., the Red Ocean.

 

The Blue Oceans don't exist by definition, they're not there. It takes a long time to grow an actual Blue Ocean.

 

So then, acts of marketing are things that you do in *that* market…

 

Does that make sense?

 

COMPLEMENTARY NOT COMPETITIVE

 

I know who my market is... for me, it's ClickFunnels.

 

However, I'm not anti-ClickFunnels in my messaging:

 

  1. That'd be *STUPID*

 

  1. I'm a diehard

 

You peel back that heart you're gonna see gears and the ClickFunnels' logo tattooed there.

 

I'm the offer guy, and if you want success with ClickFunnels, you should probably learn how to build an offer, right? That's how I’ve positioned myself…

 

I'm complimentary, NOT competitive

 

...this is very key.

 

So for market selection a.k.a market design - (that's really what I call this piece)...

 

First of all, you identify the market and you somehow position yourself to become either the…

 

  • Companion to…

 

  • Anti of...

 

… you need to figure out which you want.

 

This is all stuff I’ve discovered on my journey

PUTTING THE PIECES TOGETHER

 

There are not a lot of books out there on this subject, and that's why I'm writing a book.

 

That's also why I have almost an entire bookshelf full of books around this subject, I’ve had to piece it together.

 

There are a few books that have gotten close or really helped close a few gaps.

 

But most marketing books out there have been written, how my marketing degree was created -  for corporate and big massive analysts.

 

I didn’t learn any kind of direct response marketing material in college. That's not what you learn in a marketing degree… I didn’t know that.

 

What you learn in a marketing degree is marketing analytics.

 

You learn a lot of quantitative marketing research, (I hated that class), and qualitative marketing research.

 

I learned a lot of market research, but nothing that I actually use now…

 

So most of the material that's out there is about that.

 

There's NOT a lot of material out there that is about direct response marketers or specifically about offer creation like I talk about.

 

What I'm talking about is very much stuff I've discovered while I've been en route.

 

That’s a lot of what OfferMind was about last year:

 

  • How do you know that the market your selling into?

 

  • How should you choose a mature market?

 

Just think about it…

 

I'm over here positioning…

 

  • Myself

 

  • My messaging

 

  • My sales letters

 

  • My product

 

Everything is in relation to the market that I’ve chosen... and if that market leaves, I’ve lost my business.

 

That's why a lot of people fail…

 

They build a product with no thought on the market that they’re selling into and where they go to market…

 

...and so they just friggin' wander the village and trying to follow the veins of gold…

 

In my honest opinion, that's very dangerous, and it's one of the reasons why people fail!

 

The offer, the sales letter, the funnel… all that crap gets waaay easy when you understand this...

 

MY MARKET


I am in wealth and my market is the ClickFunnels market.

 

I've helped a lot of people make a million dollars.

 

I’ve helped a lot of people make hundreds of thousands... and thousands of people have made their first money online, (or offline), EVER.

 

There were a few signals that told me that ClickFunnels is a mature enough market to sell into.

 

I'm selling into the ClickFunnels space, but I’ve positioned myself as an accelerant to the vehicle.

 

...and I've done that on purpose and a lot of design, (and I told Russell that)...

I was in his office probably like two or three months ago, and I said:

“Hey, You're not just the CEO and CMO of an insanely massive and very valuable SaaS software  company that’s explosive and almost worth a billion dollars…”

 

( It definitely will be at some time, you know what I mean! It's amazing.)

 

“ … AND you're also running a massive coaching program. My goal is to take the burden off of you in terms of ‘nerd out coachingism’.”

 

And he's like, “Oh cool, sounds good.”

 

That's why…  that's how I positioned myself in the way I have...

 

I'm an accelerant to the vehicle.

 

I'm not the anti-Red, that'd be dumb. I love ClickFunnels, you all know that.

 

(I think it's crazy when someone doesn’t I have a ClickFunnels trial. You can get a trial at freecftrial.com.)

 

MARKET DESIGN NOT BRANDING

 

Usually, when I say ‘market design’ most people think logos: “No, no, no, bad! That's branding.”

 

Branding comes second

 

... and when I say branding comes second, I mean it comes at no. 5,000 down the line...

 

Branding means absolutely zero in terms of how money is already flowing...

 

I’m like,” Hey ClickFunnels people:

 

  • Would you like to learn how to use ClickFunnels from a guy that was the lead ClickFunnels builder at ClickFunnels?

 

  • Would you like to learn from the guy who gets outsourced huge amounts of the coaching for what they're selling?

 

That's a pretty powerful position.

 

If someone's like, “Well Stephen, I can't be successful like you 'cause I don't have status.”

 

Yeah, you're friggin' right! It's powerful. Go earn your own path.

 

I got a few people with poopy-pants syndrome who reach out to me like, “Stephen, but I can't do that...”

 

Well, you're right…

 

You haven't worked your face off for the last six years with obsessive sacrifice to figure it out.



...but you've probably done something that I haven't, and if you haven't, it's time to cut out some things in your life...

 

Alright… ;-)

 

So there is market selection and then there are acts of marketing.

 

  • Market selection = which market is naturally akin to the thing that I'm going to sell.

 

  • Acts of marketing = what most people think marketing is.

 

Acts of marketing are…

 

Let's go create:

 

  • A Sales letter

 

  • A Sales Message

 

  • Different Kinds of Campaigns.

 

Most people NEVER do any market selection, and that’s why they're NOT making money…  (and that's a lot of what OfferMind teaches).

 

Until Next Time: Make Money, Do Good!

 

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.



May 24, 2019

Here's a deeper look into how I launch my podcast content and the sideways webinar I sneak in…

 

Marketers are event throwers.

 

… and you can use this strategy to your advantage in ANY content that you put out - yep, even your podcast or your blog!

 

I’m gonna show you a strategy that I use in my content to:

 

 

  • Break Objections

 

 

 

  • Build Epiphany Bridges

 

 

 

  • Build Pressure

 

 

  • Announce and Sell products

 

… it’s time to throw in a sneaky *SIDEWAYS WEBINAR*



I DON’T WANNA PUBLISH

 

When I went to my first Funnel Hacking Live, I knew that I was prepared to do ANYTHING Russell said… EXCEPT publish!

 

I took 52 pages of notes FHL and in those notes, I actually wrote...

 

  • “I don't wanna talk!

 

  • “What am I even gonna say?”

 

  • “I don't even know if I'm interesting enough to listen to!”

 

My very first episode for Sales Funnel Radio was an interview because I didn't know what to say.

 

To start with, I just published because Russell said to do it. I fought him on that for a while...

 

Fear of talking was one of the things tripping me up.



… but then I realized, “Woah, producing content is changing me faster than I could change myself!”.  



Creating content was teaching me what to sell faster than I could test things out.

 

I’M A CONTENT CREATOR

 

I’ve finally accepted the fact that I’m definitely in the content business!

 

One of the biggest questions I get right now is NOT:

 

  • how to create an offer

 

  • how to create a funnel

 

  • how to create a sales message.

 

...instead, it’s, “Stephen, how on earth do you come up with your podcast content ideas?”

 

And that’s a very valid question - because I produce sooo much content right now…

  

(Bonus points if you remember the fish slap episode ;-) )

 

I’ve just bought mycontentmachine.com specifically to deep dive into how I create and publish content.

 

There’s a third show that's about to come out, (which is exciting)… and there's a lot of strategy behind it.

 

However, right now, I’m going to let you in on a secret... (and I wonder if you’ve noticed me doing this?).

 

WHERE I GET MY IDEAS FROM...

Often, I create content based around:

 

  • An idea or an “AHA!” that I have

 

  • Problems in my business and how I'm overcoming them (a fun thing to document!).

 

  • Straight up documenting the journey of what I'm doing.

 

...but other times, I actually use a webinar script to create content.

 

Did you realize I was doing that? It’s very effective ;-)

 

WEBINAR SCRIPTS… THEY’RE NOT JUST FOR WEBINARS

 

You’ve probably seen a webinar, right?

 

Sometimes, when I say, “Webinar,” people just roll their eyes.

 

To that, I say, “Well, we're still making a ton of money off of automated webinars…

 

Webinars are NOT dead.

 

In fact, a while back, I realized that webinar scripts are NOT just for webinars - they’re for ANY selling...EVER!

 

So…

 

The question I’m gonna answer is:

 

How I use webinars scripts to create content without you knowing that I’m doing that?

 

Well, here’s an example…

 

During my last podcast episode, I shared all about my high-end program MyOfferLab with you...  and while that wasn't a webinar, it was very much me breaking and rebuilding false beliefs.

 

My intent was to...

 

  1. Help you understand why OfferLab is so cool.
  2. Make you think, “Oh my gosh! This program could actually shortcut my success by a few years!”

 

IF I COULD LAUNCH SFR AGAIN…

 

The first 30-ish episodes of  Sales Funnel Radio are so bad, that in some ways, I wish I could delete them…

 

You could tell that I was reading them out. I was like:

 

”Hey, what's up everyone? This is Stephen... uh, Larsen… Uh, you're listening to Sales Funnel...uh, Radio... uh....”.

 

The content was great, but the delivery sucked so bad.

 

(Oh, how I wished I could go back and do them again)

 

I probably would had deleted them if Russell hadn’t told me to keep them (and you should keep yours too)...

 

*It’s really helpful for your audience to see your journey because it helps them believe that the same transformation is possible for them.

 

My advice is:

 

Don't listen to yourself for a while… it's gonna bother you … it’ll totally get in your head…

 

You’ll start thinking: “Do I really sound like that!?!”

 

Naturally, I sounded really HOT! ;-)

 

Errrm… Sadly, NOT true!

 

I was terrible, “Oh my gosh,” I couldn’t believe that I sounded so bad!

 

The first 30 episodes of Sales Funnel Radio, I did TONS of interviews because I didn't know what to say.

 

I was sooo freakin’ scared of talking.

 

By about Episode fifteen-ish, I stopped reading everything out as much.

 

Then around episode 30, I started getting more comfortable with my voice and the way I sounded.

 

But here’s how I create my first content for SFR...

 

THE EPIPHANY BRIDGE

 

I went to page 114 in Expert Secrets...

 

On the right side, in the middle of the page, (geek alert), you’ll find the Epiphany Bridge Script...

 

...that was literally my episode.

 

  • I wrote down all of the headings

 

  • Answered all of the fields

 

  • Deleted the questions to create the script that I’d use.

 

It was eight questions:

 

  1. The Backstory: What is your backstory that gives us a vested interest in your journey?
  2. Your Desires: What is it you want to accomplish?
  3. The Wall: What was the wall or problem you hit within your current opportunity that started you on this new journey?

 

  1. The Epiphany: What was the epiphany you experienced and new opportunity you discovered?
  2. The Plan: What was the plan you created to achieve your desire?
  3. The Conflict: What conflict did you experience along the way?
  4. The Achievement: What was your end result?
  5. The Transformation: What was the transformation you experienced?

 

Yes! I did ALL the Epiphany Bridge... in one episode.

 

 

Then on the next episode, I took one of the objections and false beliefs... (that I didn't answer in the main script!)...

 

...and I’d just found another story.

 

I’d ask, “What's the cool story that helps people realize that…”

 

 

  • Their belief isn't real?

 

 

 

  • They need to rethink the way they're seeing the world?

 

 

“Huh... cool!”

 

Now, for that story, what’s the…

 

  • Backstory?

 

  • Wall?

 

  • Epiphany?

 

  • Plan?

 

  • Conflict?

 

  • Achievement?

 

  • Transformation?

 

And that's how I launched  Sales Funnel Radio...

 

However, about a year later, when I launched Secret MLM Hacks Radio I did it very differently.

 

MY SIDEWAYS WEBINAR

 

The Secret MLM Hacks Radio launch was awesome, I learned a lot from it.

 

I wish I’d launched Sales Funnel Radio  the same way… because it was so much better!

 

So let’s talk about the Sideways Webinar...

 

The way I launched Secret MLM Hacks Radio was totally different.

 

Here’s how I did it…

 

First of all, I  understood that people are gonna have some serious hang ups about using funnels in the MLM space!

 

So I started thinking about what objections they’re going to have to even just the idea of using a funnel.

 

I listed out all of the objections out that I could imagine

 

All the ideas that were gonna cause them to flip out a little bit!

 

AND I started to look for ways I could break those objections with my stories.

 

STORY SELLING

 

Q: What are all the major elements of the actual webinar script?

 

A:

 

  • The Origin story = Introduction to you

 

  • The 2nd Origin story

 

  • Story for Secret #1 = vehicle based concern

 

  • Story for Secret # 2 = Internal based concern

 

  • Story for Secret #3 = External based concern

 

  • A pitch and call to action (CTA)

 

So for Secret MLM Hacks:

 

  •  Episode #1: was my origin story = the introduction to me.

 

  • Episode # 2:  was the story associated with the vehicle story = Secret #1

 

 

  • Episode #3: focused on the internal story = Secret #2

 

 

 

  • Episode #4: was the external story objections.

 

 

 

  • Episode #5, I did a call to action  = this cool little free download.

 

 

The audience had no idea that I was telling stories to break specific beliefs...

 

I had no following at all... and it was so crazy to see what happened!

 

At the time, Sales Funnel Radio was doing about 600 downloads a day.  

 

Secret MLM Hacks had no downloads a day, but the engagement was through the roof - it was insane.

 

There was way more engagement from the MLM audience even with fewer downloads.

 

It was almost the creepy kind; aka, they find your phone number and wanna fly out to meet you!

 

And all because I broke their belief patterns in this way. I

 

It was super nuts how engaged they were.

 

HARVESTING FOLLOWERS

 

From Episode #6 onwards, I started asking a different question. I wanted to increase my audience, so I asked:

 

Q: Who would wanna get on this show?

 

A: Red ocean...C- level influencers...

 

Now, I'm starting to harvest other people's followings and getting them to come to me.

And with those influencers, come their follower… and if the enjoy the show, they’re probably going to start listening from beginning of the show…

 

Which means they're gonna hit my call to action and get sent over to a registration page or an opt-in page to start building a relationship with me.
 

This is 100% how I launched Secret MLM Hacks and it’s way more lucrative and effective when you do it this way.

 

Now, I have brought a lot of my students through this process with their MLM product.

 

If you go to iTunes and type in “MLM”... of the first top 20 podcasts, the first six of them are my students.

 

Their shows are ranking at the top of iTunes because they’re breaking and building people's beliefs like crazy!

 

CREATING PRESSURE

 

Before I even launched my Secret MLM Hacks product, I’d published about 50 podcast episodes.

 

To start with, I just started talking about the ideas and I told stories to break false beliefs and objections.

 

But then, around episode 10-ish, I started building pressure for my program launch.

 

I started saying things like:

 

“Hey, there's this crazy cool project that I've been working on and I just wanted to tell you guys about it!”

 

… then that was it - end of the episode.

 

In the next episode, I’d say:

 

”Hey, I'm really pumped, we've actually grabbed a few people as a litmus test to see if this project works and it's been amazing - this is kind of what happened... but anyway, that's today's episode... see you later!”

 

I'm starting to build curiosity.

 

Q: What are the two major weapons that a marketer has?

 

https://media.giphy.com/media/10HPl8c6VZKc4o/giphy.gif

 

A:

  • Scarcity

 

  • Urgency

 

… when used correctly, scarcity and urgency are AWESOME.

 

I thought I was gonna launch in October 2017, so I started building up all this pressure towards it….pressure...pressure...pressure.

 

I kept teasing, “It’s coming in October. I don't know the exact date yet, but be ready!”

 

People started commenting and leaving reviews on iTunes asking, “What is it?? This is so cool!”

 

#Open loop #Open loop

 

I wasn’t exactly sure what the product would be, but I knew it had something to do with funnels and automation.

 

I’d already been doing a few of those things personally... so I wasn't just making stuff up...I was doing the thing myself…

 

PREACHING TO THE RED OCEAN

 

I started telling stories about things that I hated in the MLM industry... stuff that just drove me nuts.

 

Things I felt that were an injustice about what was available for current MLMers.

 

Some people started leaving comments like, “I hate your guts, Steve... you're dumb!”

 

But other people started reaching out to me saying, “You’re right! It’s terrible. I hate it too!”

 

I didn't create the divide; I just brought it to the surface.

 

And when I started seeing this divide in opinion, it was a signal that I was on the right track.

 

It meant that when I start selling the product, people are gonna talk about it without me asking them to...

 

When it’s a little bit spicy like that, it means you have a talkable product

 

You’ve found the hot spots.

 

CREATING CONSTRAINT

A few episodes later I realized, “Oh crap, I wanna make the product even cooler, so I’ll actually have to push it back a little bit!”

 

I was focusing on leaving ClickFunnels well…

 

Yes, I wanted to leave...but I didn't wanna burn bridges... because that would be dumb.

 

So then I started saying, “Hey, I'm gonna launch to January instead, but I don't know when...”

 

At the beginning of November, I started thinking, “Alright, if I leave ClickFunnels on December 31st... can have something ready by January 4th?”

 

It was intense, but it was a good constraint.

 

I didn't want to go a while without getting paid though. We weren’t gonna have any other income…

 

...and that was some scary crap.

 

But that was the reality...

 

So, I asked myself, “How can I spin that to a positive and LEAD WITH IT?”  

 

So I began telling people:

 

“I'm gonna leave ClickFunnels. I'm gonna leave my job! Watch what I do when I do this. I want you to know that the framework that I’m using works.”

 

It was a cajones moment...

 

Yeah baby…*twitch in the eye*

 

So then I started building the pressure by saying:

 

“If you wanna get on the waiting list and get first dibs on the product when it’s launched, go to this URL… Go get on the waiting list.”

 

I ended up getting 400 people on the waiting list before January even showed!

 

I started asking those people…

 

  • What's your number one question or challenge with this?

 

  • What's your big fear?

 

I started writing a huge list on a whiteboard with tons of:

 

  • Objections

 

  • False beliefs

 

  • Stories of problems they were running into

 

  • The things they hated

 

  • Stuff they loved

 

This started showing me - “Oh my gosh, *that* is where I need to sit in this market.”

 

Beforehand, I kinda had an idea of what my product was going to be...but I still didn’t know EXACTLY.

 

...so I kept building up pressure!

 

MY FIRST BUYER

 

There was one lady who was so excited to buy in October that she stayed up waiting for the page to launch

 

(I didn't know this at the time, she sent an email to me after the actual launch.)

 

She said, “Are you kidding me?! Why is it January?”

 

I was like “Sweet, that's a buy signal. We should probably move forward on this.”

 

She was that person on the Webinar who’s like, “I don’t care about the stack! Where is the link?!”

 

I thought, “Yes! Yes! Yes! I'm hitting it! Yes, this is gonna work!”

 

She actually started getting mad on the webinar.

 

I closed the chat just because she was starting to get in my head:

 

“You really wanna buy, but I’ve still gotta sell all these other people,! Come on now, hold on a minute!”

 

She ended up being the first buyer of the actual program.

 

Two days later, she messaged me...I think she was crying…

 

She said, “I forgot to tell my husband that I wanted to buy this! I stayed up all night and bought it without talking about it with him….and he's a little bit mad. I have to get my money back.”

 

I was like, “Oh, Crap!”

 

I was said, “All right, that's totally fine.”

 

She was sooo devastated and embarrassed.

 

A few weeks later, she came back…. and told me, “The most amazing miracle happened, Stephen!”

 

My husband was like, “You know what, you really want this thing, huh?”

 

And she said,” Yes, I've been waiting like six months, the dude's been dropping all this content on me like crazy!”  (...by then I was Episode 60)

 

So she messaged me, “My husband just turned to me and said, ‘You know what? Why don’t you just go get it.’

 

So she came back AND she re-bought it.

 

Now she's this HUGE evangelist

 

And that’s what happens when you take care of people and build pressure in the right way by launching your content with a sideways webinar.

 

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.

May 21, 2019

I'm going to show you a deep look into the top of my Value Ladder and the offer we're selling there (and why)...

 

We're in a marketing economy where customer success equals the future of our companies.

 

… so if you can't get success for those who buy from you... you're gonna die.

 

So one of the questions I ask myself is:

 

How can I get faster results for those who purchase from me?

 

My answer is LIVE EVENTS… but not any ole live event - I’m talkin’ something SPECIAL…

 

In two days from the publication of this article, I’m gonna be running my first high-ticket event, OfferLab

 

And I thought I'd tell you what it is… and why I know that it’s gonna get AMAZING results for people.

 

First, let me tell you why I LOVE live events sooo much!

 

EVENT MAGIC

 

There's something to good Live events that makes them extraordinary

 

If somebody's willing to schedule a time to come to a live event...

 

i.e.,

 

  • Get the babysitter

 

  • Take off work or their own business

 

  • Organize the flight and the hotel room

 

  • Take the time to show up

 

....that's NOT the same kind of individual as someone who wants to download a member's area, and just consume content in their basement.

 

You know what I'm saying?

 

It's just NOT the same kind of person.

 

The more workshop style events are the ones that I appreciate going to the most.

 

I don't just want to be spoken at...

 

Even OfferMind is not just a ‘let's just listen to Stephen speak for three days event,’ I hate that.

 

  • I'm there to network... but it's NOT why I go.

 

  • I'm there to learn…  but I'm NOT there to be spoken at.

 

I really wanna do things at events that are hard to pull off on my own or that would take me a huge amount of time or money to learn on my own.

 

I think this workshop-style approach was part of the reason why FHAT was so successful back in the day.

 

THE FHAT EFFECT!

 

The FHAT events were small groups of 60-ish people.

 

It was an expensive room - people would pay 15 to 30 grand for three days.

 

First, Russell ran the event... and then eventually, I had the privilege and the honor of running it for him.

 

So people would work with me during the day and then Russell would do spot training in the evening.

 

It was a really powerful event.

 

Eventually, I began to notice this weird phenomenon, ( I didn't expect this at all), but without fail, the fastest success stories ALWAYS came from people in the FHAT event.

 

I'm sure there were anomalies, but that was the general pattern.

 

That was a powerful lesson for me because I started realizing ‘the role of the event.’

 

A lot of people were already successful... or they were brand new and serious

 

But I think one of the reasons why the FHAT success rate was so high had less to do with whether someone was already successful… and MORE to do with *INTENT*

 

It was the reason why they showed up in the room.

 

The FHAT Event was fast, furious and very focused... it was a workshop style three straight days... and by the end, people had tangible results:

 

 

  • “Sweet, I got my sales message.”

 

 

 

  • “Awesome, I got my offer.”

 

 

 

  • “Cool, here's my funnel.”

 

 

And for what we didn't get done there was a ton of easy pre-built things for them to use...

.

We specifically focused on all the things that are very hard  to do on your own.

THE DEATH OF FHAT

 

The FHAT event doesn't run anymore... and here's been this hole in my heart ever since.

 

I can’t bring the FHAT event back because it's NOT my event (it's a ClickFunnels/ Russell Brunson event), but I've always wanted to have a similar event of my own…

 

But I wanted to bring it back in a very different way…

 

I’m talkin’ Larsen style 2.0.

 

INTRODUCING OFFERLAB...

 

OfferLab is happening on May 23rd, 24th, and 25th - it's something I'm only doing twice a year - so far, I don't see a reason to do it more than that.

 

At its core, OfferLab is a workshop event.

 

Now, I know that's nothing new... but stay with me ;-)

 

OFFERLAB DAY#1:

 

After the first Funnel Hackathon event, Russell and I realized that people needed to go through a whole bunch of stuff before they showed up to the event…

 

Otherwise, we just ended up re-teaching all the stuff that was in the member's area.

 

I don't want to do that.

 

Why would you come to an event where I'm just gonna teach you the same stuff that you had inside of a members area?

 

Sooo…

 

Day #1 is a recap and a spot-check - people already gone through an in-depth 90-page workbook.

 

The last thing anyone needs is MORE content - so the workbook is focused teachings with specific outputs that build upon each other.

 

I want to check that people know:

 

  • Who they’re selling to

 

  • What they’re selling

 

  • The core problem they solve

 

 

It’s a lot of the foundation pieces that most people skip when they're doing any kind of offer creation.

 

I'm finding that I can't teach offer creation without going into market selection.

 

I don't know how it works otherwise? I don't know how to do it without that key piece.

 

The first thing I need to go through is market selection.



Before I even think about:

 

  • An Offer

 

  • A Sales Message

 

  • The Funnel

 

  • How to launch

 

... ahead of time, I need to know the market selection and positioning.

 

It’s a much broader, high level, 30,000 view that massively affects the kind of

 

  • Offer I build

 

 

I need to know all that other stuff, but it comes after I discover market selection and positioning.

 

So Day #1 is about; it's market selection, and we go through what the core problem is…


It's aggressive... and we go late into the night, but at the end of  Day #1, everyone is gonna be very clear on:

 

  • What market they serve

 

  • The red ocean they're coming out of

 

  • Their blue ocean and the scaffolding to build it

 

  • The core problem that they solve (most people can't even name the problem they're solving in their business. Baffling, right?)

 

  • The core offer and how to build it and likely it will be built.

 

But it gets EVEN Cooler!

 

GETTING RESULTS

 

I started thinking, “Okay, but a lot of people run events like that...

 

“I'm Steve Larsen, baby! How can I make this different to what everyone else does?”

 

So we did a little brainstorming session…

 

I started to think about where people got stuck at the FHAT event…

 

We’d help people to:

 

  • Build their webinar slides - which was so cool. I mean, it was so unique.

 

  • Give 'em things for the funnel

 

  • Put together their offer

 

  • Think through a lot of their positioning inside of the market.

 

BUT…

 

One of the things I noticed that people struggled with after they had those things - was when the rubber meets the road at the launch…  

 

At that point, most people can't just push that baby outta the door…

 

… which leads me to Day #2!

 

OFFERLAB DAY#2

 

Day #2 is all about Lucrative Launch Campaigns...

 

I'm specifically focusing on the most lucrative styles of launch campaigns that I see over and over again, regardless of what they sell/ industry/ product/ price point/ online/ or offline…

 

What are the launches that pretty much always GUARANTEE a win?

 

I love Jeff Walker, he has ‘Launch’... but that's teaching one specific style of launch.

 

The book Ask by Ryan Levesque, (love the book), that's really one style of launch too.

 

Those are great ways to launch, but there are lots of other ways too.

 

I just used a bunch of different launches myself…

 

So on Day #2, I'm gonna teach launch strategies - ‘now that you know the core of your business, who gives a crap unless you can cash flow on it.’

 

Cash isn't king, cash flow is king.

 

So taking the core offer that they’ve built - what's the quickest way to cash? That's all I care about now!

 

Now it's time to make money.

Right now, of the 30-ish people coming to OfferLab - about half are new and about half have an existing business.

 

That's the beauty of what  I've chosen to teach…

 

It's NOT just for somebody who is a killer with an existing business -  it's for EVERYONE.

LUCRATIVE LAUNCH TO EVERGREEN

There are two different types of campaigns…

 

  • The Launch Campaign

 

  • The Evergreen Campaign

 

Most people run straight to the Evergreen Campaign and just turn on Facebook ads.

 

There's nothing wrong with that, however, you stumble over a ton of cash if you skip the Launch Campaign - they're very different creatures.

 

So on Day #2, we cover…

 

  1. Here's how to have a lucrative launch campaign
  2. Easy ways to turn on Evergreen-style campaigns.

 

MY CONTENT MACHINE

 

However…

 

The thing I'm most excited about on Day #2 is the insane deep dive on my content machine.


… there's a lot to it.

 

There's far more to my content machine than, ‘let's just repurpose this stuff and publish it all over the place.’

 

If you guys really watch what I'm doing with content...(it makes me sound conceited)... it's freakin' cool.

 

I'm gonna go into insane depths about my content machine and actually help people to create their own…

 

I understand that a lot of people are gonna be scared to publish. I get it - I was too.

 

I know a lot of people are gonna be scared to repurpose... I get it.

 

I know a lot of 'em are gonna be like, “...but Stephen, you're spending 20 grand a month on your content machine. Do I have to do that?”

 

*NO YOU DON’T*

 

We can help everyone implement  - no matter where they are...

 

Now, this is as far as I thought through when I first started selling this program, but I was like, ‘...it lacks a certain pizzazz.’



RED TEAM/ BLUE TEAM

I think one of the best things anyone can do with their offer is to play devil's advocate.

 

It’s time to look at your business and ask:

 

 

  • “Why does my business suck?”

 

 

 

  • “What are the things that can be improved?”

 

 

I never look at my business like it's perfect -  there's always something wrong with the baby, right?

 

I look in my business and ask:

 

  • What’s not good?

 

  • Why would I NOT buy my own thing?

 

  • What’s lacking sexiness?”

 

That's one of my secret weapons.

 

I Red Team/ Blue Team my stuff all the time - I didn't realize that's what it was called until I heard Tim Ferriss say that in an interview once.



In the army, we'd call it War-Gaming - one side attacks while the other defends.

 

You go as hard as you can at each other...

 

It's interesting what you learn when you Red team/ Blue team your stuff -  

 

There’s a similar scenario that comes from the coding world as well:

 

  • I'm gonna try to hack your stuff

 

  • I'm gonna try and defend it

 

...who wins?

 

CREATING INSIGHT

One of my favorite things is to put headphones on and listen to a playlist I have called Insight Music - I just walk around thinking…

 

I like to brainstorm; there's not necessarily a topic. It's one of my favorite things on the entire planet to do.

 

I can't wait until I have more business structures built inside of my company so I'm doing that all the time. That's where my zone of genius comes out.

 

Anyway, I did that for OfferLab - I was like, “What else could we do?”

 

… and then it came to me!

 

The thing I hate about most events is that when they’re finished I can't say, ‘This is what the event helped me to create.’

 

A lot of times, I don't know what the outcomes from me having gone to the event are?

 

That was my biggest fear with OfferMind.

 

I believe that one of the reasons why OfferMind has been so successful already was because I focused on what you’d be equipped with when you leave.

 

I want you to be able to say:

 

  • “This is what happened.”

 

 

  • “This is what I've done.”

 

 

 

  • “This is why things are different.”

 

 

 

  • “The common denominator just changed.”

 

 

 

  • “Things actually upgraded.”

 

 

 

  • All ships rose because I went to that event.”

 

 

… and I definitely want that for OfferLab too.

 

So I was thinking about how to create an event that people walk away from saying:

 

“This is what I did. This is why it was all worth it?”

So what we decided to add Day #3

 

OFFERLAB DAY #3

 

It was ALWAYS frustrating to me whenever I'd see some successful guru something achieving. I'd be like, “Well, of course, they can do that, they have…

 

  • A List

 

  • A video person that's awesome.

 

  • Thousands of dollars to spend on awesome headshots.

 

I felt so outclassed. I couldn't function, I couldn't perform or compete in this space…

 

It was a false belief, but it was my belief.

 

...and maybe you've been there?

 

If you're like, “Well, I can't compete because it's Steve Larsen.”

 

Man, I wasn't Steve Larsen until two and a half years ago.

 

… so I get it!

 

So what could I do? How could I arm people to overcome that limitation?

 

If the whole goal of OfferLab is to increase the value of one's core offer or help build a core offer - what can I give them inside of their core offer that’ll be a massive, huge accelerant?

 

  • Does the sale depend on a logo? No, but what if I helped them get one?

 

  • Does the sale depend on professional headshots? Absolutely not, but what if I was to help them get that?

 

  • It's cool to have the nice splash graphic, even though it's NOT why they buy - it does help.

 

So I've been listing a bunch of cool assets

 

… they are NOT the reason the sale happens but they are still assets.

 

It's still nice to have a cool logo - even though it's not what cause the sale.

 

So there are all these assets that I felt outclassed because I didn't have; what if day three was asset day?

 

So that's what we're doing…

 

ASSET DAY

 

I went through all the people who do my...

 

  • Headshots

 

  • Videos

 

  • Logos

 

  • Motion graphics

 

  • Images

 

  • A lot of design styled stuff

 

… all the stuff that makes this Core Offer come alive.

 

We're putting everyone into a limo, (I can't remember what kind it is, but it's BIG) and driving them to see all these people.

 

I grew up in Denver, Colorado; I would never have guessed that Boise, Idaho has this much tech... but it really does.

 

ClickBank is here... Bodybuilding.com is here... ClickFunnels, obviously - it’s a very entrepreneurial space.

 

I'm not gonna lie, I was like, “Boise, Idaho? I had potatoes yesterday.”



I had no idea...

 

A lot of the times I'd be watching Russell create assets and before that, I didn't even know that I should think about having someone to do that for me...

 

It’s been cool is to list out all the assets that I see most new entrepreneurs or existing entrepreneurs want.

 

And even though it's NOT the thing that makes the sale -  a lot of times it's what gives the new one's confidence.

 

So for the first half of the day, I'm actually gonna take people to…

 

  • Get their headshot

 

  • Tell their origin story on a beautiful camera

 

  • Get their logo done

 

  • Have a splash graphic done

 

… all the assets that really help the core offer.

 

It's less about making it sell, (I didn't have any of that crap beforehand), and more about confidence for the entrepreneur, whether they're new or existing.

 

MEET MY CONTENT TEAM…

 

Then I was like, “Okay, how can we make it even sexier? One more step of awesome.”

 

When I was studying to become an officer in the army, a very common style of training was the round robin.

 

  • Station #1: you're gonna learn grenade throwing.

 

  • Station #2: you're gonna practice buddy-bounding, (one guy shoots,  you run forward, and then you shoot to keep him forward).

 

  • Station #3: you're gonna focus on how to call for Medivac.

 

They're only 15-20 minutes stations, but in two or three hours, you get this baptism in each one skill set.

 

Then the next week, you did the same thing until you got better and better.

 

I was like, what if we did something similar?

 

So I invited my entire Content Team to come and round-robin for 15-minute fast spot-check coaching session  - it's like speed dating.

 

That's a freakin' massive deal!

 

They will look at your content and say, “This is the reason why your Instagram isn't growing.” BOOM!

 

...then you get back up and you go to the next person and they look at your ad account or at your platform...

 

“Hey, this is the obvious sore thumb - just change that.”

 

How sick would that be!

 

MY HERO TEAM

 

Then I thought…

 

What if I had my hero team come in?”

 

So you have NOT just the content team, but the actual people who help me set up other aspects of the business.

 

The people who...

 

  • Spot-check systems in my business

 

  • Run my finances

 

When I first started in this game I felt like  “I'm not gonna make it. I don't know who the best of the best is?

 

That was my thing.

 

I was moving forward, but my biggest hang up the majority of the time was, “I don't have money but I have time, dude. What am I supposed to do? I don’t know who to ask?”

 

Anyways, how cool would it be to have my…

 

  • Facebook ads person

 

  • Business systems person

 

  • Financial people

 

They do all that stuff for me... 'cause they love it, and I don't! That's great, right!

 

So now there’s a round robin with my content machine and my hero team as well.

 

It just keeps going….. it's freakin' awesome!

 

THE OFFERLAB LOWDOWN…

 

Here’s how I set stuff out for OfferLab...

 

  • You need all the stuff on Day #1 and Day #2

 

  • You don't need a Day #3 without  #1 and #2.

 

  • You especially don't need a Day #2 or #3 without  Day #1.

 

Day #1 is where you figure out…

 

  • What the heck you're selling?

 

  • Who you're selling it to?

 

  • Why they want it?

 

  • The core offer that you're doing...

 

  • The core of your entire business...

 

Don't even worry about anything else in your value ladder until you've got that - until it's proven - until people are buying it CONSISTENTLY.

 

You're not the business... you're not the funnel.

 

*DON’T MOVE ON*

 

Then you go onto Day #2 - which is very much bringing it to market.

 

 

  • How do you actually get cash?

 

 

 

  • How does it sustain those Evergreen models?

 

 

Really what keeps a blue ocean and a new product alive is content - so if you're not publishing, no wonder you're dumping so much money into ads!

 

You gotta publish.

 

So I'm gonna go deep into that and help them actually design a content machine, both starter and eventually the one you're going to grow into.

 

Finally, Day #3 is Asset Day:

 

Let's get all the assets together to help make that core offer alive so it can live and breath.

 

You want people to see it and be, “Oh my gosh!”

 

I don't care what you’re selling, you still need a lot of the same things regardless of what you're selling.

 

On top of that, spot-check coaching from the who's who inside my personal Rolodex.

 

This is happening on Thursday, Friday, Saturday - there's no room already -  you need to come through the six weeks ahead of time…

 

That's why I'm doing this episode.

 

The next one will not be for a couple of months, but honestly, if you're brand new, that is a blessing…

 

It gives you a chance to go through everything.

 

We focus on it week by week. I'm on weekly coaching. I have other people come in looking at your funnels, looking at your offers.

 

I have people coming in holding your feet to the fire, “Did you get that asset done? Did you get this output figured out?”

 

It's not a cheap program for me to run, but it's highly effective... and it was after the FHAT Event that I decided, “I want my own style of that event.”

 

Very few things on this planet have ever got that level of results for the customer than a well thought out live event.

 

… and that's why I'm doing OfferLab this way!

 

So, guys, I'd love to have you come to OfferLab.

 

Go to myofferlab.com

 

It’s NOT  offerlab.com because the guy who was selling offerlab.com wanted soooo much money - it was ridiculous!

 

I was just like, “No, I'll just put a ‘my’ in front of it, and buy it for 12 bucks!

 

So go to myofferlab.com to jump on the phone with us and we'll look through your business and see if you're a good fit.

 

It's not a joke, it's a real application!

 

Anyways, love to have you come to the next OfferLab, (which won't be for a couple of months, but now you know),  go to myofferlab.com.

 

Hey,

 

I know this game can take a few tries to get the money flowing, especially the first time, right? And that can suck.

 

I also know from experience how frustrating it can be to know your business is just a few tweaks away from your next big payday, but you don't know what tweaks to make.

 

I've felt completely paralyzed by that in the past, and it sucks.

 

I've been blessed to work with thousands of new and successful businesses over the last three years, and two things have really shocked me.

 

#1: I began noticing the pattern to success is vastly the same, but everyone's spot on the path is obviously different.

 

#2: I've been shocked and overwhelmed by the number of people asking for my help, my systems, and funnels in their business.

 

Well, until now I've never had a system or product in my own business to help you build yours.

 

Now, I'm finally able to be public about all this...

 

If you'd like my help to build your offer or sales message funnel and even your content machine, go to myofferlab.com.

 

The path to online and offline success is 80 percent the same regardless of the product, price point or industry, and it works if you're new or already a killer in business.

 

You can get more details on how to get my personal attention and frameworks in your own business by going to myofferlab.com

 

In-person classes are limited to 60 people each, and frankly, I can only do about two of these a year. Get more details, and even jump on the phone with us for free at myofferlab.com

May 17, 2019

I thought it'd be cool to document what is happening during our 7-day launch of OfferMind Masterclass. The good and the bad…

 

One of the biggest reasons I've noticed people don't have success with launch campaigns is NOT because your…

 

  • Product isn't amazing

 

  • Offer isn't good enough

 

  • Sales message isn't doing its job

 

...it's literally the way that the campaign is brought to the market.

 

A lotta times, your products are already good - it's just that you don't have a launch mechanism, and you don't understand what a funnel really is

 

...and that's why you don't make a lot of money.

 

So here’s how I’m gonna help you:

 

What I’m about to do next is a little bit different - it’s in 3 different sections that span 7 days

 

PART #1: I’m gonna walk you through a simple 7 Day Launch that I used to sell my OfferMInd tickets - I’d never seen anyone one sell tickets like this... so I thought I’d give it a go.

 

PART #2: Is kinda a mid launch check in to give you an update on how things are going - what’s working and what’s not!

 

PART #3: Reviews the campaign as a whole - how did it go, what I learned, and what I wish I done better?

 

HOW TO LAUNCH A PRODUCT HOLLYWOOD STYLE

 

You can learn a lot from Hollywood - if you watch the way that they bring movies to the market  you’ll notice that the pre-sell is EVERYTHING!

 

If the first time you ever hear about it a movie is on the day of its launch - that's a HUGE failure!

 

You often see weekend box office sales hit 100 million dollars - that wouldn’t happen if there wasn’t a lot of pressure built up ahead of time.

 

… and yet many marketers often have a ‘build it and they will come attitude’ and they launch their products without putting any thought into the campaign.

 

I want to show you how to STOP leaving money on the table!

 

CHANGING BELIEFS

At the core, markers change people's beliefs. However, the act of marketing, (a lot the time), revolves around creating campaigns…

 

And...

 

CAMPAIGNS ARE A DYING ART!

 

I love Frank Kern's most recent book called Convert…

 

Frank says, “These are campaigns... and I believe the campaign is dying.”

 

… and I was like, “I DO TOO!

 

(Many times, I’ve ranted about people are forgetting what campaigns are - and that they think a campaign is just a Facebook ad)

 

So I want to show you how we launched the OfferMind ticket funnel by creating a ton of noise, Hollywood style campaign...

 

My subtext is that I hope this will incentivize you like crazy to join my programs - because we actually do what I'm teaching.

 

I'm not just re-teaching stuff that I heard from somebody else - we're actually actively doing this - which is very important to me.

 

CREATING A (PROPER) LAUNCH CAMPAIGN

 

The first time I ever learned this strategy was when I was working at ClickFunnels. Russell was hanging out with Brendon Burchard, and Brendon has this thing called The 7 Day Launch.

 

Now, this is Brendon’s thing, and you should totally go learn it from him…

 

I'm just gonna teach you briefly how I'm using some of the launch principles to sell tickets to OfferMind.

 

If you guys went to Funnel Hacking Live a couple of years ago, and you remember the documentary funnels, it’s very similar to that funnel style.

 

At the time of this going out, OfferMind tickets are available - so if you go to offermind.com you can get tickets, but we're expected to sell out pretty quickly.

 

I'm psyched about it - so go to offermind.com to see if there are any tickets available.

 

Now, back to the Hollywood launch…

 

I realized that if I just saying: “Hey, OfferMind Tickets are available…”  is kinda an anticlimax…

 

… and I don’t want it to be that way!

 

You see, marketers are event throwers - whether the event is physical or not.

 

I'm NOT saying you have to pull out the stops and throw an OfferMind to be a marketer,  that's not what I'm saying at all...

 

However…

 

To be a good marketer you have to be good at creating pressure, and then releasing it in a single direction.


Anyone who can do that... has A LOT of power.

 

CREATING A PRE-FRAME

 

Recently, I went Jeff Walker’s launch event, and I got so excited just during the first half of the first day, 'cause honestly for half of the first day, Jeff did nothing but pre-frame the entire crowd.

 

I didn't know you could pre-frame that long, and frankly, it was very impressive.

 

The event is three days, and eventually, Jeff sells you into his Launch Con Program, and ‘cause I'm a Funnel Hacker, I bought the program to see how it works.

 

I love Jeff Walker - the book Launch plus DotCom Secrets is what finally helped me create success.

 

There’s a BIG lesson because I learned about funnels and launching rather than product creation.

 

Anyway, at Jeffs event, I took two full pages of notes of watching what he was doing… and for two-three hours, he did nothing but pre-frame.

 

The entire first session was just pre-framing - it was crazy nuts!

 

At the same time, I was thinking through different campaigns that have worked incredibly well...

 

I got a 2 Comma Club Award for a project I did for Russell using the 7 Day Launch campaign…

 

(It was for the first Two Comma Club Coaching Program where I helped organized Russell's stuff a little bit.)

 

… so I was like, “Why don't we ‘launch’ OfferMind tickets using the  same funnel!”

 

As OfferMind is a two-day event,  I don't have the luxury of spending half a day pre-framing…

 

So instead…

 

I decided to use the 7 Day Launch strategy to NOT only launch the tickets but to also to act as a pre-frame.

 

So that's what I’m gonna show you now.

 

I want to teach you the campaign and show you how we used it.

 

THE 7 DAY LAUNCH - PART # I:

 

The 7 Day Launch kinda looks like this…

 

Now, as we move forward, there's gonna be a few things that it would be advantageous to watch on YouTube.

 

If you go to salesfunnelradio.tv it’ll take you to my YouTube channel where you can watch if you want…

 

So there's…

 

  • Monday

 

  • Tuesday

 

  • Wednesday

 

  • Thursday

 

  • Friday

 

  • Saturday

 

  • Sunday

 

So, what I did was I created a single page funnel - I added a second page, simply because I added a share element from UpViral - but you don't actually need to do that.

 

The first time I built one of these funnels was for the Experts Secrets Masterclass

 

There was an Experts Secrets Masterclass that we used a 7 Day Launch for, so I was like, “Why don't I do an OfferMind masterclass?”

 

… and so offermindmasterclass.com was born.

 

PRODUCT LAUNCH # DAY ONE

 

So on MONDAY, I built the page and promoted it.

 

My goal was to have 2,000 people registered.

 

To start with we did one email drop and one Facebook Live, and we got about 700 people registered.

 

Then I had the rest of the day to keep promoting - so, day one, promote, promote, promote.

 

PRODUCT LAUNCH # DAY 2

 

#More promoting…

PRODUCT LAUNCH # DAY 3

 

About a week and a half ago, I did an Ask Campaign where I asked everybody in the thescienceofselling.online group, “What do you struggle with when you're creating an offer?”

 

I had no idea how reactive that would be.

 

BOOM! There were 150 comments and HUGE awesome sample data!

 

I had no idea some of the things that people were struggled with in Offer Creation…

 

So I took the top five topics and split them into session content.

 

The first two sessions were on day #3  at 10:00 a.m and  2:00 p.m.

 

PRODUCT LAUNCH # DAY 3

 

Session #3 is at 10:00 a.m the following day

 

(I'll come back to session four 'cause that's a little different - but it's still 2:00 p.m on day #3)

 

PRODUCT LAUNCH # DAY 4

 

Sessions #5 and #6 are at the same time the following day  

 

My pitch is for the Masterclass is:

 

“Come watch me as I film my next course OfferMind Masterclass live in front of a live audience.”

 

… I’m answering a lot of the questions that people have had as they've gone through last year's OfferMind event recordings.

 

What's powerful is that this not a top-level Ask campaign anymore, it's getting more detailed.

 

People are like, “Hey, about this scenario, where does that work?”

 

...and I'm like, “It's a good question - you're not the first to ask that. I didn't realize that was a general question. Here's the answer.”

 

So in these five sessions, I'm just teaching and answering questions.

I already have content planned out. It's NOT just a straight Ask Campaign styled course - I already know what I'm gonna teach.

 

However, the Ask campaign validated and helped fill in holes that I wasn't thinking about.

 

Sessions one, two and three, I'm breaking down a lot of vehicle, internal, and external related beliefs.

 

BACK TO SESSION #4

 

Can you guess what session #4 is gonna be?

 

A: It's gonna be a whiteboard webinar.

 

Q: What's it gonna sell?

 

A: OfferMind

 

I'm using 7 Day Campaign structure to launch the next thing in my value ladder -  which is OfferMind.

 

I believe everybody should come to OfferMind -  it'll shortcut tons of stuff in your life...

 

So session #4 is a webinar….

 

It's NOT a traditional webinar, I'm gonna do a share from my whiteboard - there are no slides, nothing else.

 

There's an offer that I created around getting a general ticket for OfferMind and I'm just gonna take that offer, and put it on this whiteboard and sell it.

 

It's really fascinating because this is a live class meets a webinar funnel.

 

PRODUCT LAUNCH FOMO

 

During this masterclass, I'm gonna teach for three days for almost six hours each day.

 

Part of the strategy is that people are NOT gonna be able to be with me the whole time.

 

It's a lot of content for me to teach, but in reality, there’s barely enough time for me to teach ALL the things that I want to.

 

it's gonna be a long time, and it's gonna be some of my best stuff - kinda an abbreviated OfferMind.



And here’s the catch…

 

After the launch ends, I'm NOT gonna sell this masterclass in other places… (it’ll probably be a $300 - $400 OTO or upsell some low-end funnels), but it's not gonna be something that I sell generally…

 

So my pitch will be:

 

“Go get OfferMind, and get this course for free - ONLY until Monday at midnight.”

 

PRODUCT LAUNCH # DAY 5

 

After the webinar,  the sessions are still gonna be teaching and answering questions, but the stories I’ll tell are to help break additional vehicle, internal and external related false beliefs.

 

They’ll also be reminders that:

 

“Hey if you want this course, you can get it FREE when you buy OfferMInd.”

 

  • Recordings are not gonna be available.

 

  • The replays get taken down each day at midnight

 

PRODUCT LAUNCH # DAYS 6 & 7

 

At the end, there’ll be the scarcity urgency closeout sequence that you normally would put at the end of any webinar…

 

So for Saturday, and then for Sunday, it's all the sequences that are pushing them out…

 

Then Monday at midnight, BAM, it's done!

 

CREATING NOISE

 

For this to work,  I have to create a ton of noise!

 

My Offer business has an email list of over 15,000 people... and I'm pinging all of 'em - we're hitting all cylinders on this.

 

  • For three days people can watch me film my course

 

  • Then to keep the course for FREE - they have to get an OfferMind ticket.

 

  • Finally, the course will then be taken down, and no one else will get it.

 

The beauty of this is that it’s true urgency and scarcity. I hate fake scarcity and urgency, it's stupid - this is real.

 

https://media.giphy.com/media/QYQ3PZ9UHje3S/giphy.gif

 

OfferMind only has seats for 1,038 people, and there's already way over that on the waiting list.

 

Sooo…

 

That’s the end of PART # I…

 

Now we’re going to PART #2:  to find out how EVERYTHING is going.

 

THE 7 DAY LAUNCH - PART II:

 

Welcome to PART #2 of me documenting the 7 Day Launch for the OfferMind Event funnel.

 

Oh my gosh, I'm not gonna lie, I'm so freaking tired.

 

I have one of those Oura Rings -  and one day, I spent 800 calories just teaching … and another, I think it was close to 1,300. It’s ridiculous!

 

My voice is hoarse and croaky…

 

This on top of the One Funnel Away challenge, “Oh my gosh, I am wrecked.”

 

I've had to call a few audibles throughout this... and that's always expected in anything you launch, ever.

 

So let me just bring you through my studio setup real quick here…

 

The first time I ever watched Russell create and do a 7 Day Launch, he had this amazing camera crew, and there were all these people running around, all over the place.

 

There was this big ole' crew going down, and it was awesome -  it was impressive!

 

We have a picnic table with some boxes, and my laptop sitting on the top.

 

The room is a mess 'cause we had to restructure it real fast.

 

Then we have these ring lights, this backdrop light over there, and another light that's just pointing into the corner - so that everything looks kinda level on the actual Sales Funnel Radio backdrop.

 

We have a boom arm that's being held by a bunch of weights from the garage to weighing it down ‘cause the little clamp on the side wasn't quite big enough…

 

The place is wrecked!

 

You’re probably thinking, “Man, he's a freakin’ pig.”

 

...and, yep! In the middle of launches, I stop adhering to general cleanliness standards.

 

In the middle of a launch, you do all sorts of crazy stuff. You go the extra mile to make sure crap happens.

 

THINGS ARE NOT GOING TO PLAN

Today, I was supposed to launch the actual OfferMind ticket funnel, but as I started looking at the last few things needed in order to actually finish it, I was like:

 

“There's no way. There are too many small particulars for me to launch this comfortably right now.”

 

If I just go one more step further, it'll make it easy for us to manage, and that's what I want.

 

Which means, again, I'm only gonna sleep a few hours because I'm gonna go finish the event funnel.

 

I have a funnel team, but I'm finishing is that last 20% that sucks to finish.

 

These are my notes on what I need to finish for the OfferMind funnel... and there's A LOT.

 

This is actually how I started doing it while I was sitting next to Russell

 

  1. Take a piece of paper and draw the funnel
  2. Grab a different color and inside of each of the boxes, I’d write down what needs to be finished before the funnel’s ready.

 

...and that's kinda the pattern I go through to see what need to be done.



I’ve just barely brought them through how I've developed and designed a sales message and offer at the same time using My Core Offer Model, XAVIER.

 

When Russell did the 7 Day Launch, session #4 was when he did his big drop... but I need one more night - I gotta finish this, these last few pieces here.

 

I'm hustling hard to finish it.

 

SIMPLIFY TO WIN

I'm in the simplification phase of funnel launching.

 

You start by thinking, “I'm gonna do this, I'm gonna do this, I'm gonna do this, I'm gonna do this,” and now, I'm in the phase now where I'm like:

 

“Okay, that was a cool idea, but it's completely unrealistic now.”

 

The first three sessions were just deep dive teaching, and then I was planning to finish the funnel in the one hour break I gave myself each day…

 

*IT’S NOT GONNA HAPPEN*

So we're gonna do it tomorrow morning.

 

We’re gonna hide some elements so no one knows they're there, and finish 'em later, so we can just launch.

 

That's totally what we're doing right now, and that's exactly how we're handling it.

 

So in installment #3, I will tell you how it went!

What is kinda ninja, in the OfferMind Masterclass, (as I'm teaching how to go create a sales message and an offer), I used the example of:

 

“Let's act like I'm trying to pitch you guys into coming to OfferMind!”

 

So then I asked:

 

“What false beliefs would you guys have if I said you should come to OfferMind?”

 

Then I broke and rebuilt their beliefs throughout the whole thing... it was awesome.

 

About halfway through,  someone was like, “Wait, you're doing this on us now!”

 

...and I was like “Ha, gotcha!”

 

THE WHITEBOARD WEBINAR

 

Tomorrow,  I'm gonna tape pieces of paper on my whiteboard to hide the offer, and literally, do a whiteboard webinar selling OfferMind.

 

It's gonna use EVERYTHING I've taught them up to this point. It's this awesome culmination - I'm really pumped about it.

 

We’ve had 200 people consistently live with us every single session, (there’ve been two sessions per day), but what's fascinating is that within like six hours, there are another 1,000 views per session - it's been crazy.

 

Last night, before I went to bed, I took the videos down at midnight, ('cause I said I would), I want there to be real scarcity and urgency.

 

I hate fake scarcity and urgency.

 

… there were 3,000 views from yesterday's two videos!

 

All I'm telling you guys is that if you're gonna go in and do this kinda thing, all you need is …

 

  • A Boom Arm

 

  • A Box

 

  • And... A Coulton

 

Look at him over there...

 

Coulton's don't grow on trees.

 

He's been moderating and kicking out all the psychos with small mind syndrome - so that they get outta my life and my audience FOREVER.

 

He's the heavy that kicks people out when they become jerks on the chat:

 

“Wow, this doesn't work,”  and I'm like, “Yeah, you're gone.” I'm not even gonna go there.

 

Coulton’s top takeaway so far...

 

“Simplicity is key. Just the clarity that everything has come through with you teaching it, to all these people, like it just shows that it works”

 

Cool stuff!  I'll kick this back on in probably about 24 or 48 hours to document the aftermath of the whole thing.

 

PART III

 

This is PART #3 of me documenting the 7 Day Launch, and I wanna show you guys what happened…

 

It was Super Successful.

 

First of all, let me tell you how completely exhausted I was by the end. It took me two or three days to recoup.

 

Normally, when I'm talking on stage, it wouldn't take me that long... but I mean this was really aggressive speaking.

 

When it was all said and done, I think I spoke for about 15 hours in three days, and I was finishing a funnel in the evenings -  so it's not like I was totally relaxing or anything…

 

I'd go sleep a few hours, and then I would get up super early to finish the funnel - so it was A LOT.

 

So I'm actually gonna walk through what actually happened.

 

MY LAUNCH CAMPAIGN STATS

 

Okay, check this out...

 

*This is between the dates of April 17th to the 24th 2019*

 

You can see that it actually performed quite well - it did everything I hoped it would.

 

What's interesting is the cart value was actually higher at the beginning of the launch. Towards the end of the launch,  it actually started dropping - which is kinda fascinating.

 

This is NOT the first time we’ve launched these the OfferMind tickets - there are more tickets sold beyond that…

 

We're actually about double that as far as seats sold.

 

This morning, I got a message from Russell, (which was really cool), saying that this was the 7th highest grossing funnel in all of ClickFunnels yesterday -  so it certainly worked.

 

We made a lotta noise and a BIG ole' splash.

 

https://media.giphy.com/media/3kxqLmAVaGvHAmgs6d/giphy.gif


OFFERMIND TICKETS

There are actually four different ticket prices, and then a bump...

 

if you look, you can see that some people have a discount, (here are the discount ones right here, across the bottom), what's interesting is that not a lot are taking the discount.

 

There are actually more people buying without the discount  - which I thought was fascinating.

 

These two here, that it says bundle, (right where my fingers are), that is is that’s a phone call that we're giving away for free.

 

So people put in their information, and we're gonna chat with them.

 

Significantly more people are choosing to get the phone call than not.

 

... which makes sense, right?

 

It's actually funny to me when they say, “No.”

 

On a few of 'em, I'm just gonna call 'em live - I thought that'd be kinda fun to call 'em live, 'cause I don't think they're expecting that.

 

So as far as the actual bump goes, which is them buying the funnel…

 

(This funnel cost me 17 grand to build, only because I got a sick team and they're really good, which also means they're very expensive).

 

… you could buy the funnel (and get the thing that cost me a lot of money) for 147 bucks - which is really cool.

 

I am shocked that's only 19%. I thought it would be closer to 30% - so it’s a little bit lower than I thought it would be... and maybe it's just that we're so inundated with the share funnels nowadays…

 

… but this is NOT a normal funnel - so I don't know.

 

I was a little bit shocked by that, but eh, whatever.

 

Let's see, looking at the VIP offer, VIPs are going quick, (this is not reflective of the other VIP tickets that already sold in the past)...

 

So a 41% take rate is pretty insane!

 

Next, the Capitalist Pig ad book

 

So there's an ad book that we're offering, 13% for a second OTO, it's actually not bad either.

 

Soon there’s gonna be an additional product on top of this; I don't have it turned on yet, it's a two pay option that we’ll turn on very soon - so I think that should increase that.

 

So it's going well…

 

On top of that, I have a Thank You Page Webinar, and so of 97 people who have bought a ticket, four have gone in and purchased - which is still pretty good…

 

It's a $1,500 thing, and they get a 50% off coupon with it.

 

It's a pretty powerful campaign that we ran.

 

One thing that I will mention that's been fascinating is that:

 

The moment the campaign was over, pretty much all buying stopped, and this just attests to the principle that if you build it, they WON’T come.

 

… that's like the stupidest line on the planet.

 

I was doing some consulting with somebody, and they vehemently were very much about that phrase: “You know, Stephen, if we just build it, we know they'll come.”

 

I thought they were joking, and I didn't know that they were dead serious, and I started laughing.

 

I was like, ‘Yeah wouldn't that be nice if that was true!”

 

I had no idea that it was the CEO, and some of the major people in the company, and I was straight up laughing at his face, and then I explained myself, I said, “That's NOT true!”

 

We got another sale today, which is great, but like one sale today verses like the 96 that came in in the last couple…

 

They're not small ticket prices either - that's almost six figures.

 

Actually, with the other funnel, we've collected well over six figures for this now. It's a popular event, we're really excited about it. We got a lotta cool people coming - it's gonna be fun.

 

It's just funny, the moment the campaign's over, the buying stops. It's still open, it's still up, but the buying stops.

 

https://media.giphy.com/media/yIxNOXEMpqkqA/giphy.gif



So the next thing we're gonna look at:

 

  • What other campaigns can we run?

 

  • Running Ads

 

  • Doing a summit

 

I have offersummit.com, and I'm gonna go get the big who's who of the industry to come in and teach us how they create their offers - that should be probably June and July-ish.

 

Anyway, there's a lotta like smaller to like micro things…

 

I'm gonna piggyback on the back of other affiliate promotions… there are secrets... I don't wanna tell you guys everything ;-)

 

... just watch what I'm doing.

 

But it's just fascinating, this has really pushed back to the lesson the moment the campaign's over, the sales stopped the sales - that's buying behavior.

 

And so when someone's like, “I don't know if I wanna do scarcity or urgency,” I'm like, “Well, be prepared to not sell anything.”

 

As far as the lives, there was always about the same 200 people on with me every session... but by the time 12 hours had passed, it had been watched almost 2,000 times per video.

 

People loved it, they ate it up.

 

I had a lotta big friends, who are larger than I am, reach out and they're like, “What is it that you're doing?”

 

I got a lotta people I respect reaching out asking me questions. It was validating.

 

So, anyways, it went really really well, and we got a lotta noise from it.

 

Everyone and their mom heard about it

 

We did a 7 Day Launch to launch tickets - I hadn't seen anyone do that, so I was excited about it. It was hard work, but it's one of the easiest campaigns to run.

 

Energy wise it was challenging because you teach like crazy, but it was still one of the easiest things for me to go pull off -  it's a single page funnel.

 

1,800 people, I believe ended up joining the list. That’s huge.

 

30% of the traffic came from shared referred traffic, not my list. We found that out by using UpViral. So not only did it expand the list, it expanded those seeing me.

 

On weird thing, since it was on YouTube, it was actually a lot of people who are not normally in my audience... I think if we’d used  Facebook, I would've gotten more of the hot audience to buy.

 

Almost 100 people of the 200 who were live with me bought.

 

...that's a pretty good sale rate, right!  I'm happy with that.

 

Once we finished the actual training, we went through with three day urgency scarcity closeout period just like what you would do on a webinar, and just as expected…

 

  • Day 1: the cart opened, and boom, big old blast the sales.

 

  • Day 2:  kinda nothing - which is usually what happens.

 

  • Day 3:  it's like shoosh - another huge amount of sales coming in.

 

Anyways, it was fun, it was cool. I learned a lot from it. We’ll definitely do it again. A highly effective way to teach, but also sell at the same time.

 

Most of the time, webinars don't have that luxury; teaching is a liability inside of webinar *usually, so it was cool to be able to pull that off.

 

So anyways, cool stuff guys.

 

If you guys, anyway, I would love to have you guys come to OfferMind.

 

We’ve got... I don't know if I'm allowed to say it…

 

You know what, I'll bring certain people on the show to introduce a lot of the speakers to you.

 

I am now actively, (and hopefully they see this), I am actively going to go and BEG absolute killer giants, like Mark Joyner, and Bill Glazer to come speak.

 

I don't know if they're going to yet, but this is me calling my shot before they've said “Yes.”

 

So, in the next month here, by the time this goes out there, hopefully, they’ve agreed.

 

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.

May 14, 2019

Today I want to give you a peek behind the curtain to share with you the reasons why OfferMind

 

 

  • ..was FREE  the first year

 

 

 

  • ...will NEVER be free again

 

 

 

  • … was a very STRATEGIC move on my part

 


WHAT WAS GOING ON?

 

People have asked why I gave OfferMind as a FREE bonus to the 30-Day book…

 

Others have gotten mad that it's NOT free any more…

 

And one person, (and I totally get this), commented that they hadn’t come to Offermind BECAUSE it was free

 

He’d judged the content based on the fact that the event was free.

 

First of all, OfferMind was NOT a cheap event. Even though it was free, it cost me $80,000 to put on.

 

We didn't make much money from the whole thing once it was said and done, and I’m totally fine with that…

 

In fact, making money wasn't the primary purpose of OfferMInd at all ;-)

 

For you to understand WHY I need to walk you through what was going on in my business life at the time:

 

  1. I left ClickFunnels in January 2018
  2. I started out selling in the network marketing industry, (which I'm still very much a part of) #secretmlmhacks
  3. Around September 2018, I started to wonder about my life’s purpose

 

“Oh, my gosh... what is it that I really, really, really wanna do?”

 

I’d identified a place where the market wanted some value. I knew how to deliver that value and I was selling in that space… and it was going extremely well.

 

I love Network Marketers, but I’d started to wonder what it was that I actually wanted to be known for?

 

So I started having some deep heart to hearts around finding my purpose and I started future casting 5, 10, 15 years - which isn’t something I usually do.

 

WHAT DOES THE FUTURE HOLD?

 

I always hate it when gurus ask you to set goals by asking, “What's your life gonna be like 10 years from now?”

 

By the beard of Zeus…

 

I don't know what my life’s gonna be like six months from now most the time! I think it's stupid to plan that way.

 

I think it was Tim Ferriss who said that after six months planning is just guessing... I totally agree with that.

 

There's some fluidness that I can't have if I  try to plan everything out all the time...

 

However, as  I learned from Alex Charfen, you need to be able to predict the future in your business so that I know what action to take… and what I need to do to make things come to fruition.

 

...I've been practicing this a lot in last six months, and it's been working.

 

I say, Hey, here's where we're going,” and then we go there... BOOM, it shows up - which is awesome.

 

Now…

 

Back to the PURPOSE question…

 

I started asking:

 

  • What is it that I actually wanna do?

 

 

  • How is it that I wanna move forward professionally?

 

 

 

  • What do I really wanna be known for?

 

 

 

  • What’s my natural skill set?

 

 

 

  • What are am I already known for?

 

 

 

  • What am I good at?

 

 

It's always best when you can build a business around your natural skill set. I'm not saying you have to... but it helps a lot.

 

I also started consulting with people that I look up to who are my peers and my coaches.

 

I hire a lot of coaches, guys. That’s one of the fastest accelerants to the game. I get coached.

 

I know I bring up Russell Brunson a lot... and it’s because I spent two years sitting next to the guy.

 

It's NOT like I did anything else. I didn't have any hobbies. It was such a fast work pace over there - I didn't do anything else with my life.

So, I have two years of memories that I keep going back to.

 

THEN STEPHEN ASKED RUSSELL THE PURPOSE QUESTION…

 

A bunch of us were hanging out at an Inner Circle at James Friel’s house.

 

Russell and Myron Golden were standing side by side, I was on the other side of a couch, and we were talking...

 

Russell looks over and asks, “How are things going then?”

I said, “Good, but I'm trying to figure out what my purpose is?”

 

(Have you ever asked that question? It's an important question to ask…)

 

...the moment those words left my mouth, Russell starts laughing hysterically.

 

I was like, “It's a serious question, dude. I feel like that's something that you shouldn't be laughing at!”

 

...but Russell just kept laughing.

 

Myron looked around and asked, “Wait, what’d he say?”

 

Russell said, He just asked the purpose question,” and Myron starts laughing too.

 

I was like, “Why are you guys laughing at me? I’m assuming you're laughing because you're telling me it's NOT that big of a deal, but I'm acting like it is?”

 

Myron said, “Stephen, I only found out what I wanted to do three months ago.”

 

Russell said, “Yeah, dude, you came in right after I figured out what I wanted to do, #ClickFunnels, but I'd already been in the game for 12 years.”

 

https://media.giphy.com/media/69qpuTOBTsHTJRcNkW/giphy.gif

 

I was like, “...that makes sense, and I understand and accept that... but I'm trying to figure out if my purpose something I hunt... or  if it’s something that’s discovered by me along the path?

 

(Right, that's a good question... you know what I mean!)

 

...because otherwise, I'm gonna start brainstorming my purpose and what it is that I'm gonna go do?!’”

 

My mind will go deep and I’ll obsess if I don't stop myself.

 

https://media.giphy.com/media/9RWeDFAf07oxT1hgLB/giphy.gif

 

(There's a lot of power in that obsession... but it needs to be focused on the right thing ;-))

 

After a while, Russell looks up and goes, “Dude, don't worry about it….

 

Solve problems for people and create value.

 

I was like, “Ahhhhh,” and I suddenly stopped freaking out so much.

 

THE GAME IS MALLEABLE

 

I loved the FHAT events, and when ClickFunnels decided to stop them; there was a part of me that died a little.

 

I was like, “Crap, I really loved that event.”

 

It was one of those scenarios where I knew I was getting the fastest results for people in a compressed three day period.

 

And so I was like, “I gotta find another way.”

 

How can I…

 

 

  • Incorporate the things that I'm good at…?

 

 

 

  • Mix them with the business ideas and the models that I like most…?

 

 

 

  • Do live events…?

 

 

Live events are my jam. I come alive at events and I love that.

 

I'm bringing this up is so you can start asking these kinds of questions to yourself …

 

Maybe you don’t know what you wanna do yet...  but I want you to realize that a lot of this is very malleable.

 

So… think about how you can combine:

 

  • Your skill set

 

  • A problem

 

  • A business model that's proven

 

How can you take what you do and deliver it to the marketplace?

 

When somebody knows what they want to do, I'm very good at helping them make that profitable... but when somebody says, “I don't know what I wanna do?”

 

I'm like, “I don't know how to help you.”

 

A lot of times people hire me for a consultation and they’re like:

 

“Stephen, I've hired you so that I can figure out what I wanna do.”

 

I'm like, “Crap, I should probably refund you because that’s not my role. How on earth am I supposed to put words in your mouth and thoughts in your brain as to what you're gonna dedicate yourself to?”

 

That's not my role and I never will do that!

 

When someone knows what they want to sell - I'm very good at making that profitable on multiple platforms.

 

Honestly, it's the same four or five things that I've noticed work regardless of the industry you're in... and then it's bam, bam, success, success, success, success!

 

… and then I couple that with a lot of what goes on in the human psyche.

 

That's what I'm good at. That's what I’m known for.

 

… and that led me on this journey.

 

ASKING THE RIGHT QUESTIONS

 

… so back to discovering my purpose!

 

I was like, “What is it that I really wanna go do?”

 

I spoke with a lot of guys that I’m friends with:

 

  • My buddy Dana Derricks

 

  • Russell

 

  • Myron

 

  • Dave Lindenbaum

 

  • Alison Prince

 

That's one of the benefits of an Inner Circle.

 

I gotta be honest, a lot of times I don't participate that much in the coaching. I should... but just the network alone is worth it.

 

That's why everyone should join a mastermind at some point.

 

The acceleration is so much greater than anything I’ve EVER experienced - it’s ridiculous.

 

Quite unanimously, the people I asked saw something in me that I could not see in myself … (which is another benefit of having an Inner Circle that knows you intimately).

 

I was like, “What is this thing? What is it?”

 

Julie Stoian started laughing, and she said, “Come on, Stephen, you know what you should be doing.”

 

I was like, “No, I don't. All of you see this thing that I'm NOT seeing in myself yet. I'm this close and I can't see it.”

 

(You may be in the same situation too, and I get that. That’s why I’m sharing my journey)

 

This is me making sure you understand some of the things that I've gone through along the way.

 

... most successful entrepreneurs do!

 

It’s a common theme in Inner Circle meetings - someone will stand up and say, “I'm standing here today because we're making a lot of money, but I don't know if it's what I wanna be doing anymore?”

 

… that's NOT an abnormal thing to say.

 

Don't freak out if you have that question - everyone has that question eventually.

 

So anyways, Dana, Russell, Julie and Dave and a lot of people, pretty much all said the same thing...(and I don't think they spoke to each other).

 

They're all said, “Dude, you obsess over offers.”

 

BECOMING THE OFFER GUY

 

Russell was said:

 

“Dude, you go so much deeper into offers than anyone I’ve ever met my entire life. You should be the offer guy. Dana Derricks is the Dream 100 guy, you should be the ‘Offer Guy’!”

 

Suddenly, all these maps and frameworks that I'd been developing came together and I saw the thing that I wanted to do…

 

I loved doing the FHAT event for Russell, but it was his content, all I did was organize it.

 

I realized that EVERYTHING I taught had to do with how to create a better offer.

 

Even if it seemingly looked like it had nothing to do with offers, it actually did, and now...

 

I wanted my own platform, and that’s how the idea for OfferMInd was born

 

There were two things that needed to happen in order for me to kill it as the Offer Guy:

 

  1. I needed people to think, “Stephen is the offer guy!”
  2. I needed to capture that market share in people's brains.

 

So how could I do that?

 

*This* is why, from a strategic standpoint, OfferMind was free that first time.

 

There are a lot of levels to this, so I'll just start from here...

THE DEATH OF SALES FUNNEL RADIO?

 

I want to be the offer guy.

 

iTunes doesn't like it when you go past 300 episodes - so I ll probably rebrand Sales Funnel Radio.

 

I will probably, (at some point), retire Sales Funnel Radio.

 

I'm not saying I'm going to... but it's a thought that I'm playing with.

 

I'm NOT trying to be the Sales Funnel Guy - that'd be stupid. In fact, that would be suicide.

Let me ask you a question...

 

Q: Who is the sales funnel guy?

 

A: Russell.

 

It made sense for me to have a show called Sales Funnel Radio when I was a sales funnel builder…

 

The first 100 episodes are me documenting everything I learned sitting next to Russell.

 

I'm not that good at speaking in those episodes, and that's okay ... that wasn't the purpose of it.

 

But from episode 101 onwards, I was documenting the journey to my first million!

 

Now I’ve done that I'm documenting my journey to the next 4 million.

 

I think we're on track to hit 4 million this year - I believe we will do it.

 

There's a shift coming - I can feel it.

 

BUILDING MY VALUE LADDER

 

There’s a lot of things at the top of my value ladder that you don't know about yet, but timing matters

 

… and it's not time for me to reveal what those are.

 

You have to understand that in order for me to become the ‘Offer Guy,’ I had to create a new value ladder - which in my mind is a business.

 

So on the marketing side at least, there’s 100% an entirely new value ladder.

 

Q: What do I understand very clearly about how to develop new value ladders?

 

A: I have to start in the middle.

 

However, I wanna cash flow it like it's at the top... because I have a current business.

 

I've got a couple of employees and about eighteen 1099s that work for me monthly. I've got business expenses.

 

My monthly expenses right now are 30 to 40.grand a month - which is fine, I expected that.

 

… it was part of the plan.

 

We've been doing over six figures every single month for the last nine months.

 

Soon our expenses will rise to 40 - 50 grand - it just depends how much we spend on ads.

 

Anyway, here's the point, and there are a few forces that play here...

 

WALKING IN CLAUDE HOPKINS SHOES

 

The last guy to really be the offer guy was Claude Hopkins back in the late 1800s - there hasn't been an offer guy for 100 years! It's been a long time…

 

For me, that's cool because it means that:

 

  • Historically, the banner has been raised historically in the past.

 

  • The idea has been validated.

 

  • No one is the Offer Guy now.

 

… which  means that the move I want to make has been validated... and that was one of the things identified I was like, “Oh my gosh, I should go do that.”

Back in the day, offers were called schemes.

 

You’d hire a ‘Scheme Man…’

 

i.e., What's the scheme? What's the plan? What's the scheme for you to go sell your thing?

 

Hopkins was a Scheme Man.

 

Today, that means something different; it means you’re a schemer with a negative connotation...

 

...but it didn't mean that back then.

 

So I was like, “Well, I'm gonna go be the Offer Guy - that's technically a blue ocean. No one is the Offer Guy…

 

There are people who’ve brought books out... and there are people who’ve said “Hey, do this, this, this,” around the offer -  which also further validates the move.

 

But…

 

No one is the Offer Guy!  No one has dedicated themselves wholly to offers.

 

So those were all great signs for me!

 

FINDING MY RED OCEAN

 

The next question I had to answer was:

 

Q: What red ocean will come out of?

 

A: Definitely, ClickFunnels

 

ClickFunnels understand the power of an offer.

 

Does this make sense? I'm NOT just trial closing you!

 

Hopefully, you understand why I did this...

 

I was like, “Okay, there is offer stuff out there, but no ones put it together and become the offer:

 

 

  • Ocean

 

 

 

  • Market

 

 

 

  • Guy

 

 

 

  • Guru

 

 

Those are all HUGE signals for me!

 

So what I needed to do, (with that backdrop in place,)  was capture as much of the market mindshare as possible in people's brains

 

I wanted people to think:

 

“Oh, Stephen really does know what the heck he's talking about when it comes to offers!”

 

… so how do I do that?

 

So I started putting together all my content about offers together, but then, I need a platform to deliver it.

 

  • I'd been teaching bits and pieces on Sales Funnel Radio

 

  • I'd been teaching bits and pieces on other people's stages

 

  • I'd been teaching bits and pieces on other people's platforms...

 

Until OfferMind I’d never had a scenario where I could teach all my stuff… (and literally, it wasn't everything... the audience gave out before I did. I was ready to keep going, we just ran out of time. Two days is not enough time for me to teach my stuff).

 

However, I was able to teach from beginning to as far as possible:

 

  • Ideation

 

  • How do I validate the idea?

 

  • How do I know if it's a good idea?

 

  • How do I know that it's most likely gonna be a success?

 

  • What are all the things I can do to make sure that I've got all the cards in my hand to make sure this is a success?

 

  • Market positioning

 

  • About what marketing is

 

  • How to actually create an ecosystem - which we know sits on top of content

 

  • Content

 

It was just fascinating to see all these things come together that I'd already been doing. I realize, “Oh my gosh, there it is.”

 

CREATING OFFERMIND

 

I always tend to do better in front of a live audience because I can watch people’s reactions.

 

  • I wanted to teach offer creation from start to finish

 

  • I  wanted to be able to create lots of content in front of a live audience

 

I spent three weeks preparing my slides. I did NOTHING else - it was OBSESSIVE.

It was fun and I can't wait to do it again… but *HOLY CRAP* it was a lot of work!

 

Here’s the thing…

 

I hate crappy events; when I walk into an event it needs to feel like I'm NOT in a hotel.

 

It needs to feel like I've entered another dimension

 

... it's all about the seventh phase of the funnel -  which is to change the selling environment.



Then, I was like, “Okay, well, how do I fill the room? I really don't care if they pay...”

 

I didn't wanna lose money. I just wanted to break even.

 

So this is what I did…

 

PIGGYBACKING ON A GIANT

 

I looked over at ClickFunnels to see what momentum and noise they were already creating…

 

This is one of the easiest ways to create a lot of cash quickly -  

 

You piggyback off some momentum that the category king in your red ocean market is creating.

 

This is how I filled the event and made so much intense noise.

 

I used the 30-Day book to piggyback and ride the momentum of a giant.

 

I was creating a blue ocean, (and I still am), but if I didn’t take as much market share as possible...

 

Someone else with a bigger list could swoop in and steal the crown

 

For Example:

 

Let's say, Frank Kern, Pat Flynn, or somebody else saw the opportunity and I didn't capture the market share quickly... they could swoop in and claim it.

 

So it was a game where I needed to capture as much of the market share in people's brains as possible - so that they associate me with being the ‘Offer Guy’.

 

So when I saw was Russell telling everybody:

 

“Hey, we got this big summit coming. Hey, it's gonna be big affiliate thing, “  and that's where I gave away a FREE ticket to the first event.

 

I can't do that anymore, and I won't do that anymore because it cheapens the content now... but in the beginning, it didn't.

 

So my plan was to…

 

  1. Ran a BIG live event
  2. Made a lot of noise about it
  3. Filled it by leveraging the momentum already created by a red ocean category King, i.e., ClickFunnels.

 

And because of that first event, I was able to...

 

  • Capture (as much as possible) the market share in people's brains

 

  • Fill the event with people from the ClickFunnels space - all my dream customers

 

  • Leverage a campaign that ClickFunnels was heavily backing to people - my dream customers

 

  • Validate my stuff in front of an audience and to myself

 

  • Get it on camera and repurpose the crap out of it

 

MAKING NOISE

It's only April - it's only since November that I decided to try and be the Offer Guy.

 

Q: Doesn't it feel like it's been longer than that?

 

A: It was by design! I planned this out ahead of time.

 

I needed to create a lot of momentum, so I asked the questions:

 

  • How can I create as much noise as I physically can?

 

  • How do I set this up in a way that allows me to capture a large market share?

I wasn’t just looking from a market positioning standpoint … I was looking from a marketing position standpoint and seeing:

 

  • No one’s the offer guy now

 

  • There used to be an Offer Guy 100 years ago

 

  • How am I gonna attach myself to reach my dream customer? (I used the ClickFunnels space where I already had some stature...  why wouldn't I?)

 

  • How do I get my dream customer to come over to me?

 

I'm NOT telling them to abandon ClickFunnels - I created a complimentary market.

 

I NOT trying to be the Funnel Guy, I’m trying to be the Offer Guy - and they work in tandem.

 

I didn’t throw rocks at ClickFunnels. Instead...

 

I created a complimentary blue ocean and attached it to ClickFunnels to fill it.

 

  1. I piggyback off of the momentum that ClickFunnels already had...
  2. Gave away a free ticket on purpose just get butts in seats…
  3. Told I will not ship their swag to them and that they will forfeit their swag if they don't show up.

 

… that caused some of the most ridiculous buzz ever. It pissed people off, and honestly, I'm okay with that... because “What happened?”

 

I got butts in seats

 

I wanted people to hear that I knew what I was talking about... and that I wasn't some guy who came out of the ClickFunnel riding that gravy train.

 

...and it worked.

 

It was more of a middle ladder move -  even though it's free-ish, it’s still content that I used to launch something at the back end.

 

Now we're launching more things in the middle, and there's a lot coming down at the bottom of the value ladder.

 

SO WHY WAS OFFERMIND FREE?

The reason OfferMind was FREE the first time was by some serious design.

 

I wanted to…

 

  1. Capture that market share
  2. Test the core theories that I'd already had success with
  3. Go in and show that I was worthy to crown myself as the Offer King

 

None of my other events will ever be free again - EVER.

 

I actually pride myself on being very expensive for a lot of reasons -  However, it's not to keep people out.

 

Man, I was going through my value ladder the other day - I have about 20 insanely valuable things that are FREE. If it’s NOT free, then it’s at the bottom of the ladder.

 

I’ve got a lot of FREE stuff.

 

My actual stuff’s very expensive and I don't apologize for it.

 

WHAT’S YOUR PURPOSE?

 

So when you're trying to figure out what you wanna do…

 

First of all, understand that it takes time to figure that out.

 

It's been like four and a half years that I've been active in this game, (I have to think how old my girl is)...

 

I started using ClickFunnels right after they left beta. I think it was actually on the webinar right after they left beta.

 

I was already selling stuff on the internet. I was already building websites with agencies and stuff...

 

I've been acting this game for a while,  and I’ve just barely figured out what I wanna be and do - I'm the Offer Guy.

 

I know where my value ladder is leading… and  I've designed it, but it would be a mistake to build it as fast as humanly possible.

 

Instead...

 

I  should build it as fast as possible with the constraints of launching with good campaigns.

 

… so a lot of what you're gonna watch me do here over the next year is build campaigns and launch

 

is There's a bunch of other stuff that I'm NOT willing to release yet or talk about that stuff afterward -  I know what those are as well.

 

OfferLab is one of the things that’s come out of this so far - it’s one of the things on the value ladder and OfferMind’s definitely under it.

 

OfferLab is AMAZING - it’s where I help people build their offers and put all this stuff in place! Go to myofferlab.com to check it out

 

(The guy who had OfferLab wanted a ton of money… it was insanely expensive.)

 

So once I know what those things are... it's not enough for me to just build the product... I also need to build a campaign that launches it and an evergreen campaign that sustains it.

 

Those a lot of things that most funnel builders don't look - they just start driving ads.. and it's okay…

 

BUT…

 

You lose out on a ton of money and promotional noise.

 

… and *that's* why OfferMind was free.

 

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.

May 10, 2019

I believe heavily in models, patterns, formulas, and systems. However, there's one thing that will always trump a model…

 

I’m NOT a very creative person.

 

When I first started in this game, one of my BIGGEST challenges was finding a prolific idea that would generate income.

 

Have you ever struggled to produce an idea that makes money? I totally did. 

 

I carried around a little black book to jot things down in…

 

My lack of creativity seemed to be sabotaging me. I didn’t know how to create stuff. 

 

People would ask, “Stephen, what idea do you have?” And I'd be like, “Crap, I don't have any ideas. I just don't.”

 

… they'd look at me all confused, “...but, Stephen, you're doing all this stuff?” 

 

*THE PLOT TWIST*

 

One of the reasons that I struggled with ideas was because I kept trying to come up with something that was completely fresh. 

 

The Truth is…

 

Very few people on this planet know how to do that…

 

And here’s the Good News...

 

You don’t need to be a creative genius with a head jam-packed with originality to succeed in this game!

 

I’m probably gonna say somethings that’ll surprise you - especially if you’ve been following me for any length of time... 

 

But I haven't been able to put this into words until now. 

 

PRINCIPLES OF BUSINESS

 

I think the BIGGEST thing that can cripple you is when you start comparing yourself to entrepreneurs that have already been playing the game for a while.

 

When I first started working at ClickFunnels, I’d compare myself negatively to Russell and some of the Inner Circle Members, and that was a dangerous, stupid road to go down.

 

A lot of them had already…

 

  • Practiced Building Systems.
  • Built Marketing.
  • Created structures that let them move more freely.
  • They had leverage.

 

They could do things without following as many models… which meant they could do things that a new entrepreneur can't.

 

… and that was one of the things I had to get over.

 

What was interesting was that I started looking at what they were doing in a different light…

 

“I SEE PATTERNS”

 

I'm an observant guy; it's one of my unique abilities... and one of the reasons why I can do what I do. 

 

So I was sitting observing all this stuff, and I started seeing a pattern.

 

Let me share it with you…

 

It doesn’t matter whether it’s…

 

  • Offers
  • Funnels
  • Sales messages
  • Whatever…

 

When you start out, you follow the yellow brick road. You follow the path that's already been paved, but eventually, the road stops. So the question is, how do you behave when there are no more bricks?

 

I’m guessing that you’ve probably heard me talking about the importance of following models and frameworks, and that’s still 100% true.

 

However, I started asking myself questions like:

 

 

… because if we were only able to hack, nothing NEW would ever be created.

 

Do you know what I'm saying? 

 

So when the yellow bricks are done, it's your turn, as a marketer, to take the path one step further and build something different to what's already been done.

 

ENTER THE CRAZY ZONE

 

Let me tell you a story…

 

Back in the day, I’d sit next to Russell, and suddenly he would have an idea... which meant he'd go like this, “Uuuuuh!!!!”

 

And we all knew that meant, ‘get up and run.’ 

 

So we'd sprint barefoot over to the whiteboard, and Russell would start having these premonitions, kinda these visions...

 

“Oh my gosh! What if we did this? We could do this, this, and... Oh, my gosh! What if we do this?” 

 

He'd start drawing them out… and we'd start coming up with offers.

 

(We'd usually brainstorm an offer or a funnel first.) 

 

CREATING THE FUNNEL HACKER COOKBOOK

 

This is exactly what happened with the The Funnel Hacker Cookbook.

 

I helped write a good chunk of the book - especially the last bit which is specifically about what funnels to use in different industries. 

 

That was my assignment; it took me FOREVER! 

 

I went through all the...

 

  1. Major industries that use ClickFunnels
  2. Different funnel types
  3. Way to use each funnel type in each industry 

 

When Russell came up with the idea for the book, he’d started by saying:

 

“Oh my gosh! What if we were to make a book that walks through the major funnel types....  it could be like a cookbook with recipes.”

 

And then Dave would say something... and we'd all be like, “Oh yeah!”

 

Then I was like, “What if you took adult Legos…” ‘cause that's how I taught in the 2 Comma Club Coaching Program.

 

Next, someone would say something like, “Yeah! We'll give em’ Russells pajamas too! Yeah, that sounds awesome.”

 

We’d start to go to these crazy zones... 

 

Eventually, we’d go back and start taking out all the stuff that was too crazy. 

 

Alright…

 

  • They're NOT gonna sleep in Russell's pajamas…
  • His wife's NOT gonna make 'em breakfast...
  • No one gets to use his toothbrush... there's gonna be people who will probably say yes to that which is creepy. So definitely NOT!

 

...and we'd back it way-way down. 

 

That’s when I started to realize that we were no longer just following frameworks.

 

To a certain extent, we’d adhering to frameworks; paths and systems that had already been proven out…

 

But then, we'd use a combination of methods that would take things into a prolific zone.

 

It had a lot to do with the way we'd brainstorm; we'd go to the nut zone to make something truly amazing. 

 

Then we'd go back and remove all of the nutso-crazy stuff, and add another brick at the end of the path.

 

What's cool about this is it helped me see that Russell wasn't necessarily always following the same models... 

 

So I started applying the same principles to the way I build funnels. 

 

WHAT TRUMPS FRAMEWORKS?

 

Q: What trumps models?

There's something specific that trumps models and frameworks…

 

Can you guess what is it? 

 

Compared to a lot of people, I don't have a huge company or a huge team, but we do pretty well... why is that?

 

I know why…

 

And it's not something I've really been self-aware of long enough to be able to teach about before, but it's something that I started doing…

 

Everything else I've been teaching is very much true, but there's this element on top of it that has allowed me to trump frameworks and models. 

 

The Answer is…

 

*PRINCIPLES*

 

Principles trump models. 

 

That's the biggest thing that I've realized.

 

The reason no one can really hack me out of my own markets is that I don't hack that much anymore. I just combined things that already existed in a way that has never been done before. 

 

… and PRINCIPLES allow me to do that!

 

For example

 

  • I came up with a publishing funnel that works really really well.
  • How I do my Dream 100 campaigns. No one did it how I was doing it.

 

We’ve had 37 out of 87 people reached back out to us in two weeks with our Dream 100 campaign... that's insane.

 

No one taught me how to do that. 

 

Do you see what I'm saying? 

 

  • Principles Trump Models.

 

  • Principles Trump Frameworks.

 

 

HOW TO DISCOVER YOUR TALENTS

 

The more I’ve been on this path, the more I’ve realized that it has to do with self-discovery… as you go further and further down this path as an entrepreneur, you discover MORE of yourself and your talents.

 

... you have ‘em. 

 

If you're like, “Oh, I don't have talents,” just hang on. Suck it up, and understand that you'll find 'em as you move forward. 

 

I'm still finding mine. 

 

The thing that I’ve realized, (and that I've been discovering) is that:

 

I'm really freakishly good at modeling something that works and that’s been proven, but my unique ability is being able to take principles from frameworks and combine them in a way that’s never been done before. 

 

This is one of the reasons why my stuff has worked so well in the past...  that and my ability to simplify and teach.

 

I suck at a lot of other stuff, but that stuff... I'm really good at. 

 

USING PRINCIPLES I always hate it when someone approaches me and says, “Promote my product.” 

 

Someone said that to me this morning. I'm like, “I'm not gonna promote your product just cause you ask. I've got my own promotion calendar I'm following.”

 

I don’t want to do that to anyone, so for or my Dream 100 stuff, I was like:

 

Let's write a webinar, and instead of selling the product, let's sell me to the influencer. 

 

I came up with a way to drip out literally a sideways webinar across my Dream 100 campaigns. 

 

I even used the same principle to pitch Russell to keynote at OfferMind.

 

Guess what…

 

It worked really freakin' well!

 

My Publishing Funnel, I kinda made that up too...

 

  • I took the Soap Opera series...
  • I made the cool free bait...
  • Then I made it an intro to the value ladder.

 

... that's the way I designed it. It worked really freakin' well too. 

 

It feels like I'm tootin' my own horn... this makes me feel really awkward, but I'm trying to illustrate the principle.

 

PRINCIPLES MAKE MONEY 

 

My Affiliate Marketing stuff has almost done $200 grand in the last year -  just from ClickFunnels.

 

I don't consider myself an affiliate marketer…

 

Q:  So why is it working so well?

 

A: Because I've taken principles from other models... and principles trump models.

 

My aim is NOT to be like, ‘Look how cool I am,’ that's not what I'm saying at all.  I just want you to realize that...

 

Principles Trump Models.

 

IT’S ALL ABOUT TIMING

 

Here’s how it works...

 

When you're starting out, you follow models because you should…

 

My little girl is gonna start learning how to ride a bike without training wheels soon.

 

She's started by following the model we all know works well for learning how to ride a bike.

 

Pretty soon we'll be taking off the wheels, and she'll be off on her own. Then she'll discover things on her own that she wasn't taught.

 

There are certain elements that can be designed… and there are other elements that must be discovered. 

 

They're both right; it's just about timing. 

 

  1. Learn the model... because the model's your shortcuts. The model is a decade and a days worth of learning.
  2. Eventually, you get to a point where the model stops being so constricting. You’ve learned the principles, and instead, it becomes like Legos or Play-Doh…

 

The model what keeps you on track in the beginning, like the frameworks that I talk about. 

 

(Which by the way, someone was like you talk about this framework, but you never teach 'em. Yeah, I do. That's what OfferMind is. It's two days of me teaching straight up frameworks.)

 

You follow the framework until it stops being constricting and turns into Lego and Playdough... and then, you can go figure out what it is that causes this success in that scenario.

 

Does that make sense? 

 

BREAKING THE HACK-LOOP

 

I think some people get stuck in a hack-loop. You should hack. Definitely... *meaning model. 

 

You model all the stuff that's happening out there... but eventually, the apprentice starts to turn into more of a master.

 

Suddenly you have more assets... because things become malleable and they're not so constricting. 

 

In the One Funnel Away Challenge, what I'm teaching is ‘models.’ 

 

I'm teaching frameworks. I'm teaching concrete things that cause cash.

 

The process in OFA is:

 

  1. Learn
  2. Practice
  3. Gain confidence, # I can actually do this.

 

Then the biggest question I get asked, “Well how does it work for me?”

 

My answer is...

 

Stop worrying about it. You'll figure that out as you move forward.

 

Once you gain confidence, you’ll start doing things that you weren't taught because of principles that have worked in other scenarios.

 

...you’ll start doing things that are not explicitly taught. 

 

That’s the reason why I haven't been hacked out of my own markets. 

 

STAYING CATEGORY KING

 

I'm the category king in two areas; one was completely accidental, and then the other was by design.

 

There are two reasons why it’s still working so well:

 

  1. It's kind of a land grab. I've moved really really fast, and I'm gonna do a podcast episode about that. (OfferMind will never be free again... but why did I make it free the first time? It was by design... it was on purpose.)
  2. I believe the real reason why I've not been dethroned, (besides just being first and grabbing a market share in people's minds), is principles. 

 

I'm NOT necessarily hacking that much anymore. I still hack, but I'm NOT hacking frameworks or models. I'm hacking principles. 

 

If I give people a piece of content ahead of time that's truly valuable, they're more likely to buy something even more expensive afterward.

 

*THAT’S A PRINCIPLE*

 

I'm trying to get you to understand is how malleable this game actually is. 

 

DISCOVERING THE PATH So yes, hack, but don't get freaked if you want to do something that you haven't been taught...

 

You might be further down the path than you think. 

 

Yes, it's about frameworks, but after a while, you’ll start doing things that you haven’t been taught... but that you’ve discovered.

 

When you get good enough in your industry, you're gonna start taking different elements from your red ocean  and piecing them together in unique ways.

 

You’ll add little glazes from other industries and gurus who don’t teach explicitly what you teach, but who have a principle that you can apply. 

 

You take EVERYTHING, and combined it in a way that did NOT exist before to create a freakishly insane, amazing, “Oh my gosh I can't believe he did that,” kind of thing!

 

THE PRODUCT BIG BANG THEORY

 

I'm NOT actually that creative. I'm not.  One of the false beliefs I had to get over in my life was that I needed to be creative to succeed. 

 

I used to call it The Product Big Bang Theory. Where you have this product idea - “ Boosh! Bam!” ... outta nowhere!

 

In fact, I wrote an e-book, (which I never released it) which talked about Product Big Bang Theory versus Product Evolution.

 

Product Big Bang Theory is NOT something that really exists, but we often compare ourselves to those kinds of ideas…

 

“I don't have those kinds of ideas, Stephen.” Yeah, I didn't either… that's why I'm trying to tell you this.

 

I learned principles and how to pull things together that already exist in NEW ways to create something that didn’t previously exist.

 

The things themselves already existed, I just put them in a way that hadn’t been done before. 

 

It's the principle of the orchestrator... 

 

  • I don't know how to play the trombone.
  • I have no idea how to play the violin.
  • I don't know how to build music stands
  • I have no idea how to make that stick to conduct with

 

...but I know people who do. They already exist.

 

I'm just using things that already exist in ways that have never been done before. 

 

Follow the models; they’ll shortcut you tons of time. You’ll gain fluidity, confidence and the ability to move freely inside those frameworks. Then eventually, you can break out of 'em and pull in things in a unique way.

 

I don't think I've EVER taught this before, and not on purpose... I just didn't realize. 

 

INCREASING MY SPEED

 

I'm not good at coming up with stuff that's never existed… but I am good at combining stuff in a way that’s never existed before.

 

What’s allowed me to do that more with a faster pace is the realization that principles trump models.

 

Models still matter. However, once you focus on principles, you’ll start to get these cool insights that make you look like a creative individual. 

 

I didn't start that way. 

 

When you start learning different principles they expand the model to make it more than what you learned initially. 

 

One of my BIGGEST breakthroughs was realizing that I didn't need to be a creative genius. Just follow the models, and the principles come along.

 

A lot of times you don't see the principle at first, and you're like, “Why am I doing this?”

 

It’s like the Mr. Miyagi thing: “Daniel-san, just keep painting the fence, or sand the floor, or whatever…”

 

A lot of times we don't learn the principle until we've been doing the model for a while.

 

It's hard to really grasp the principle if I just come out and say, “Principle.” 

 

… which is why the execution of the model is necessary to help you discover the principles within.

 

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.

May 7, 2019

 

There's a single sentence I use to gauge the belief level of those I'm selling. Here it is (and here's how it'll speed up your marketing education)...

 

Imagine a simple sentence that could help you identify the points where your potential customers are getting stuck before opening their wallets to give you cash...

 

Sounds good, doesn’t it?!

 

… and what if I could show you how to increase sales by using this sentence to show you the BEST way to communicate with your dream customers???

 

Well, Holy Batman (and all the Avengers)! 

 

Watch this space... because that sentence exists, and I’m gonna show you how to apply it to your business!

 

“OH, WHAT?!!”  Yes, you heard me right! 

 

FINDING YOUR CUSTOMERS OBJECTIONS

 

I first had this realization when I was coaching the original Two Comma Club X people, (way back in the day).

 

I realized that there was a single sentence that could help people identify where their marketing was lacking.

 

Over time, I started to develop this idea and test it out...

 

So today, I’m gonna help you to understand your customer more. 

 

But first...

 

A BLATANT PITCH

 

What I’m about to share with you is actually taken from a segment of my first OfferMind event… and here comes the pitch ;-)

 

#Everyone should come to OfferMind.

 

Tickets are already selling fast, and I'd love you to be there.  

 

We have an amazing event this year. We ONLY have 1038 seats and Russell Brunson is keynoting!

 

… and the swag, well that’s another story!

 

… BUT I’M NOT PROFESSOR X

 

One of the things I hated when I first started learning about marketing was that gurus would say things like:

 

“You gotta join the conversation that's happening inside your customers head.” 

 

...and I'd be like, “Okay,  how do I do that?” But that would be it… that was the sum of their advice!

 

It was frustrating for me...

 

 

  • I didn't understand what it meant to join the conversation in my customers head.
  • I didn't know how to do it...

 

I was like, “ … what are you talking about? Are we talking a Charles Xavier X-Men kind of thing? How do I get  inside their head?”

 

… I felt like I was lacking some special power.

 

I didn't know how to actually pull off what these gurus were talking about!

 

… so I started coming up with a cool way to get inside my customers head by watching what they were saying.

 

CREATING A FRAMEWORK I don't like creating something that I can't measure, and so I put together this simple framework.

 

The framework massively follows the vehicle, internal and external false belief formula that we use to move a customer through the process of buying.

 

What's cool about this sentence is that it helps me figure out:

 

  • How ‘sold’ somebody is.
  • Which false beliefs I need to crush.

 

I want to show you:

 

  1. How the brain experiences the sale.
  2. The sentence that runs alongside each stage that helps me know where people are stuck.

 

When I join the conversation in my dream customers head, (using this technique) I can see whether the belief they’re stuck on is: 

 

  • Vehicle
  • Internal
  • External 

 

Then once I know where they’re stuck, I can engage with them in that place and help to move them along to the sale.

 

I’M A DETECTIVE

 

I do a lot of Facebook Lives, and as I'm doing them, I'm watching the comments to see the reactions. 

 

There are certain things that my potential customer says that let me know: 

 

“Oh my gosh, my sales message/ funnel is NOT doing a certain thing well enough…” 

 

It's the way people say things which makes me think:

 

“Hmmm…  it looks like that person's stuck on internal based beliefs. They think that they’re NOT good enough to pull off what I'm showing them … or they don't think they have enough time?”

 

I run a sentence through my head to analyze comments and get inside the head of my dream customer

 

Let me ask you a question…

 

ARE YOU A SALESPERSON?

 

If you have a business, your hand should be up!

 

Q #2: Do people ALWAYS buy the moment they see your product?’”

 

A: Probably not!

 

What! But I thought your product was the best? I thought it was amazing... 

 

(This is where it starts to get good my friend.) 

 

Q #3: Why don't people buy?

 

A: (When I asked the audience at OfferMind they gave me these reasons)

 

 

  • No money.
  • No content.
  • Bad Stories.
  • False Beliefs.
  • Concerned about the ROI
  • “I’ve got a few last questions before I buy, man.” 

 

...but ULTIMATELY, those are *NOT* the reasons why your customer isn’t buying… and it all has to do with HOW the brain experiences a sale.

 

NEW IS SCARY

 

I love the movie The Croods.

 

The daughter wants to have new experiences, and in the beginning, the father is really scared of leaving the cave. 

 

He tells a story which ends with the words,  “...and one day she saw something new, and died!"

 

The fact is that there’s a part of EVERYONE’S brain that reacts the same way when it sees something NEW.

 

It's the same psychology. 

 

Anytime something new pops up, we start to go into crap mode and part of your brain starts to run red flags.

 

YOUR 3 BRAINS

 

One of my favorite books is called Pitch Anything by Oren Klaff. In the book, Klaff talks about the three parts of the brain that you actually talk to during a sale.

 

#1: The first brain you're talking to is the croc brain.

 

The croc brain is a picky and cognitive miser who's primary instinct is survival only. This means it’s looking for ways to reject you. 

 

No pitch or message is going to get to the logic center of the other person’s brain without passing through the survival filters of the crocodile brain system first. And because of the way we evolved, those filters make pitching anything extremely difficult - Oren Klaff

 

People don't know they're doing it, but they’re actively looking for ways to say no. 

 

People wanna be included in stuff. They want to be where they’re supposed to be. They want the feeling of togetherness that  oxytocin gives, but they don’t want to get kicked out of the tribe for doing the *WRONG* thing.

 

We want to be around other people. We want to be accepted but we also don't wanna be in places where we're not supposed to be.

 

Q: What does this mean for you and your product?

 

A: It means that when your customer comes into contact with something new, subconsciously they start to find ways to let themselves out of the pressure of actually doing the new thing. 

 

This is such a huge deal when it comes to sales. 

 

Your customer is looking for a logical way to release themselves from having to move forward. 

 

Once you’ve satisfied the Croc brain that there’s no danger to its survival, you move on to…

 

THE MID-BRAIN

 

#2: The Mid-Brain is the part of the brain you pitching to if you satisfy the croc brain. 

 

The mid-brain is concerned with status and position, so it starts to come up with objections like:

 

 

  • Oh my gosh, no! I don't belong in that category.
  • I'm making the right decision.
  • I'm gonna protect my status.
  • I'm not supposed to be there.
  • I'll have a status increase by saying NO, not, YES...

 

If you satisfy the objections of the Mid-Brain, you’ll move onto…

 

THE NEOCORTEX #3: The Neocortex =  the logical part of the brain.

 

.... we think the Neocortex is where the sale happens, but it only stands a chance of the other two brains have already decided to buy.

 

The Neocortex comes in to justify the sale logically.

 

When we speak about features…

 

 

  • this feature...
  • this feature...
  • this feature...

 

  • this feature...

 

… we’re speaking to the logic driven Neocortex and thinking that's where the sale happens.

 

BUT that's NOT what happens…

 

MAPPING THE SALE

 

I've figured out a way to map and measure how sold somebody is.

 

*This is powerful stuff*

 

Here’s how the brain experiences the sale…

 

#1: The possibility of product service working, in general.

 

What they're gonna ask is: 

 

“Oh, you got this cool thing called funnels? Does it even work?”

 

They're gonna question the vehicle itself… Does it even work?

 

… and if they see a possibility that it could work, they graduate to internal based concerns.

 

#2: The Possibility that they might succeed

 

The very next thing that they're gonna say to themselves is:

 

“Oh, I see it works in general, but I just can't see myself pulling it off.”

 

A lot of people I coaching play *that move* thinking that they’re logically letting themselves out of the sale and taking action. 

 

They're like:

 

"Hey, I believe that what you're talking about. Yeah, it’s true... but there's just no way I can pull that off." 

 

That's means I sold their brain, one third…

 

I’ve got them past the first vehicle base hurdle, but then they got stuck on the second internal objection.

 

In their mind, the customer is saying things like:

 

 

  • Oh crap, I'm not a fit.

 

 

  • I'm not worthy.
  • There's no way this is actually gonna work for me.

 

 

… so it’s your job to move them past this hurdle so that they can get a ‘YES!’

 

Once they graduate the first two hurdles, they get a ‘yes’ to the questions:

 

  1. Is it possible?
  2. Is it possible for me?

 

If I can help them through the first two questions,  then they progress to the third category.

 

#3: The possibility of them having enough resources on the journey.

 

They ask the question:

 

“Am I'm gonna have enough?

 

They see that:

 

  1. The Vehicle works.
  2. It's possible for them.

 

… but they don’t know if they’re gonna have enough resources to make the journey.

 

They wonder if they have ‘enough’…

 

  • Money
  • Time
  • Community support
  • Support from spouse or family 

 

The overall fear is that:

 

I don't have enough RESOURCES for my journey.

 

They see that it’s possible to make the journey... however, they’re worried about what it will take to get there.

 

… and so you have to resolve that concern. 

 

The good news is that it's one of the easier objections to actually resolve.

 

FALSE BELIEFS

 

If you look at how your customer responds, it’s easy to run their reactions through a simple sentence to see which objection they need to move through... 

 

  1. The possibility of the product/service working in general = VEHICLE
  2. Possibility of the customer succeeding at driving the vehicle, (can they see themselves as the other person?) = INTERNAL
  3. Possibility of having enough resource for the journey = EXTERNAL

 

I hope that you can see that this is a *BIG DEAL* for your sales conversation!

 

Finally…

 

HOW TO BUILD A FUNNEL IN 11 MINUTES!

 

(Yes, it’s possible)

 

Occasionally, I’d walk out of a coaching session and Russell would say:

 

"Dude, glad you're done. I go live in 11 minutes! Can you finish this funnel?" 

 

I'd be like,  “11 minutes to build a funnel? Oh my gosh!”

 

So in my head, I’d run through the exact formula I’ve just shared with you:

 

  • Vehicle Story
  • Internal Based Story to change their internal beliefs
  • External Based Story
  • Grab that page from this funnel… and that page from this funnel... 

 

BOOM! … things are always soooo much easier with the right framework!

 

Until Next Time... #Get Rich, Do Good!

 

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.

May 3, 2019

I'm personally very against a heavy focus on systems until after you're cash flowing regularly. 

 

These are some of the most frequent systems I build POST-revenue…

 

There are two things that will kill an entrepreneur... 

 

  1. Positioning.
  2. Not taking on help when they need it

 

I talked about positioning in last weeks blog about finding your big idea… and if you want to do a deep dive, *COUGH*... OFFERMIND ;-)

 

BUT…

 

How do you know when it’s time to take on help?

 

There’s a ton of answers to this question... and I'm NOT telling you that what I'm about to share is the law, but for me, (and for where I am now), this is what’s worked…

 

(...and as usual, it’s the exact opposite of what I was taught in college ;-))

 

RUNNING A SUCCESSFUL BUSINESS

 

I remember when I made the jump and left ClickFunnels... I pulled in about $200,000 really quick. I was like, “Man, this is more money than I've ever seen in my life.”

 

It was a big moment for me and it was very validating for MANY reasons… and you’d think that would be the most AMAZING news ever... 

 

However, at the time, I was the ONLY person in my business.

 

Soooo…

 

I had to voluntarily turn down my revenue in order to turn up my systems.

 

I've told some of these stories in the past as I was documenting my journey.

 

That was well over a year ago, so now I can look back and see all the systems that I actually put in place. 

 

College taught me to build a business by first putting the structure together... and then hoping the structure you built is good enough to cause revenue.

 

*THAT SUCKS*  Don’t do that!

 

BREAK THE RULES NOT YOUR BUSINESS

 

I approach building a business in the EXACT opposite way to what I was taught at college ... 

 

  1. Build the revenue
  2. Build a funnel
  3. Make sure sales are coming in
  4. Use that cash to build a system.

 

... it works way better... and you still own 100% of your business (# No VC funding.) 

 

I am revenue-focused... and sometimes that means other systems in my business suffer a little bit, but I'm not gonna build a system with no revenue. 

 

If you give up half your business for VC funding you get golden handcuffs ...and you’re left hoping that those systems create revenue. 

 

That's a broken business model, but that's what everyone does.

 

That’s the model that I was taught at college. That’s the mainstream model of entrepreneurship. It’s the model that you see most on Shark Tank. 

 

I.e., “Let's go create…”

 

  • What's my logo going to be?
  • What's my slogan?
  • Where's our business building going to be?
  • Let's incur all these recurring costs and take on debt to pay for systems that are hopefully good enough to create revenue. 

 

URGHH!

 

Instead, I'm going to teach you how to:

 

  • Solve a core problem with a core offer.
  • Create revenue.
  • Take your revenue to build the systems that support the revenue.

 

… that's a far better way to play this game.

 

It's far more secure, and it's waaay easier to win. A lot more people make it that way. 

 

Two Comma Club winners don't just build freakin’ business systems with their logo, slogan, and mission statement... 

 

I call this crap-poop…  It's just junk.

 

I've NEVER seen anybody make the Two Comma Club on their own.

 

WHEN TO HIRE?

 

So here’s the question that sparked this blog... 

 

Q: “What steps have you used to increase your speed from when you first started your journey breaking off from ClickFunnels versus today?” 

 

(I was asked this on a recent FB live and also in an interview I did)

 

A: One of the things that I've done heavily is team building. 

 

When I left  ClickFunnels it was just me! 

 

… which meant I was the guy doing fulfillment.. the selling… the closing…  the marketing. I was the guy on camera... and the guy doing support tickets.

 

That's a lot of freaking roles.

 

It's fine for a while, but then soon... you're gonna die.  You need to get some help... or it’s curtains for you and your business!

 

Let’s break this down… as an entrepreneur, you’re gonna die if...

 

#1: You don’t position yourself well. You don’t have an anti-red message  in a blue ocean.

 

This is waaay more important than getting VC funding. That’s crap! Most businesses don't need that junk. 

 

Bootstrap and own your whole business. You’ll actually get further and do better without VC funding. 

 

#2: The second thing that will kill an entrepreneur is NOT taking on help when they need it. 

 

HIRE WHEN IT HURTS

 

One of my favorite books is called Rework and there's a concept in there that says you need to “hire when it hurts.

 

When I first left ClickFunnels (and all that cash came pouring in my first hire was an affiliate manager who also could take on support.

 

#Coultons don't grow on trees 

 

Then I was like, “Oh man, I should go get a bookkeeper.”

 

We didn't even have that…

 

I was identifying the pain points in my systems and, (honestly in a lot of cases), the lack of systems. 

 

I've got to be honest, I'm hurting again now. 

 

You may have noticed me starting to soft-drop a few things out there?

 

  • A little three-day design challenge that I'm doing, do you really think it's just for those frames? Come on, son.
  • Asking, “Who's local in Boise?” Do you really think it's just about me doing a shout-out? Come on! I'm going to go buy an office soon, we're expanding. 

 

But in terms of “then versus now,” one of the things that changed is me offloading red dots.

 

If you don't know what that is, go look at my stuff on Red Dot/ Green Dot.

 

I offload the tasks of the business, as much as possible... 

 

I'm like, “Hey, let's create a role. Let's go! 

 

Boom! Now I’ve created that role and I'm going to watch the system to see if I created it correctly.”

 

MY COLLEGE BUSINESS

 

In college, we had this awesome semester where all we did was create a business. We had no other classes, (I was still in the Army), but we had no other classes.

 

We had to make a real business from scratch with almost no help. The only input we got was when we brought questions to the professors. 

 

Our teachers were not allowed to interfere in any other way, so we had to be careful about what we’d ask. 

 

I was voted as the CEO of the business.

 

I was already kind of a hard charger and people saw that. I was pretty aggressive.

 

When we created that first business there were fifteen employees, (fourteen employees + me)...

 

Very quickly,  I became the bottleneck of every single decision.

 

  • “Should the banner be blue or dark blue?”
  • “Should it be gray or silver?” 

 

… every freakin’ trivial decision had to run through me!

 

People would ask me the same things every day... and I was like, “I'm going to die.” 

 

I'd spend the full day in our business, and then I'd go home to our little apartment and all the time my phone would be pinging with business-running related questions. 

 

I couldn't focus on finding new revenue. I couldn't focus on finding new ways to sell the product, I was busy making all the decisions in the business that frankly had nothing to do with revenue. 

 

Not that they weren't important questions, they just weren't the kinds of things I should be focusing on as the CEO.

 

So I created departments and said:

 

  • “Hey, you look like you're great at marketing. You're going to be my CMO.”
  • You are really creative! You're going to be under the CMO.
  • CMO, you're going to have the authorization to make 80% decisions on your own without talking to me. Don't bring anything to me unless the group can't solve it.
  • You look nerdy, and you're happy about it. You're gonna be the finance guy. You're now the CFO. Look at our numbers, look at our projections, find out how far we can run, make sure that we're not going to run this thing into the ground.
  • Supply chain, I want you to measure current supplies? What's our lead time on ordering ingredients? How far can we run with the current supply list? Talk a lot to finance to make sure that we're not gonna run to ground.

 

I said, “You're the…”

 

  • CMO
  • CFO
  • COO

 

Now 80% of decisions were now off of my plate.

 

...so what did I do next?

 

NOW YOU SEE ME...

 

After I’d set up the systems, I’d disappear randomly in the middle of the day. 

 

… that sounds psycho, but that's what I did. 

 

I did that with the intent to test the system that I had built. 

 

Too many times an entrepreneur is afraid to fail at the get-go. They shouldn't be afraid to fail. 

 

What they should be doing instead is saying: “How can I test the system I've built?”

 

If you don't have a system, you are the system... which is why you're not growing. I realized that quickly out of the gate. 

 

I was like, “My gosh, I can't do this long term. I'm going to die… because I am the business. “

 

I had 14 little worker bees rather than 14 empowered people making the most logical decision that people can make in each role.

 

Sooo…

 

I would disappear randomly in the middle of the day... no joke!

 

In the busiest parts of the day, I would disappear. I'd go hide. People started freaking out, and I'd  get text messages saying, “Where are you?”

 

… and I wouldn't answer.

 

It sounds funny, man... but I would go hide behind a bush.

 

I'd be looking to see how everyone was reacting. I would watch and observe. I was looking at how they were responding:

 

  • “Crap! There's not enough rules, processes, and procedures in the operations group.”
  • They're asking me too many questions
  • I thought we talked about that!
  • I need to test the system. 

 

BEING A CEO

 

You have to understand that an entrepreneur solves a problem... but after a while, you need to take on the role of CEO as well. 

 

A CEO is NOT the same thing as an entrepreneur. 

 

I can be the CEO or the president of something... and NOT entrepreneur a dang thing. 

 

An entrepreneur is in the business of problem solving. 

 

If you’re reading this, it’s likely you’re an entrepreneur...

 

I teach you how to be a marketer who solves a problem with a value that gets you paid. 

 

… but then you need to take on the role of CEO.

 

A CEO solves problems in the form of systems not marketing problems. 

 

A CEO owns systems.

 

Q: What is a business? 

 

A: A business is nothing more than a series of systems. 

 

So as a CEO, I'm gonna go in and tweak my…

 

  • Finance system.
  • Operations system.
  • Marketing systems. 

 

There was a book that I read back in the day. The first half of the book was great, but then the second half got all freakin’ weird. 

 

It was like, “A business has a soul and you need to respect the soul of the business.” 

 

THAT’S CRAP!

 

WHAT’S A BUSINESS?

 

A business is a series of systems that generates a lead and fulfills on the lead.

 

… that's all a business is.

 

An entrepreneur creates that product that all the systems revolve around, but eventually, you’ll need to become a CEO to create systems.

 

If you feel like, “I don't want to be that person,” that's fine. 

 

Eventually, you're either going to stay the main operator of your business... or you’ll need to find somebody who can do that role and create systems.

 

A lot of people in Russell's inner circle are like:

 

“Look, I'm not the operations and systems person. I'm just going to go create cool stuff, someone else is going to be the CEO and put those things together.”

 

Understand that if you don’t have systems in place, you are the business, you are the systems, and there's no difference... you are the support guy!

 

Does that make sense?  This is a super key lesson. 

 

I'm NOT throwing rocks at people being CEOs. What I throw rocks at is people who get VC funding and creates the business first and then hope that system creates revenue.

 

BUSINESS SYSTEMS 

 

In my business, Colton and I are employees. 

 

However, there are 18-20 recurring people that I pay as 1099s to run what I do. Eighteen! EIGHTEEN! That's a lot of people…

 

...but they're all following a system.

 

I'm NOT managing my team. I created a system that they follow. They don't follow me, they follow the system.

 

Then I do is the same thing I did when I was in college. I look to see:

 

 

  • Is the system broken?
  • Where are the holes?

 

(# No hiding in bushes)

 

That's why sometimes it'll look like I'm NOT doing a lot of things... or not launching anything… but in reality, I'm launching a ton of stuff, but it’s SYSTEMS! 

 

I'm building things that support my business so that it's NOT dependent on me. 

 

If I want to go live on a freakin’ island I can.

 

I'm NOT the business, I'm NOT the company. I've built a system.

 

Right now, I have two content systems... two content machines as I call them. 

 

Soon I have a product that'll be coming out called My Content Machine. 

 

I bought MyContentMachine.com... which I'm really excited about. 

 

I'm going to show you guys how I do it. 

 

WORKING 9- 5

 

A lot of people say, “Stephen, you're going to die! You never take a break?”

 

I work nine to five now, nine to six and take breaks... A LOT. 

 

I usually stay up too late, kinda hanging out and partying a little.

 

My role in the business is to NOT be the business. My role as an entrepreneur is to solve a huge problem, (which I've done), and then build a series of systems that support it. 

 

The systems that I mostly focus on as a beginning entrepreneur is to find ways to systemize my support... because if I answer tickets differently every time…

 

If someone can reach out to me on Facebook and find my phone number and find my email address, (which is creepy)...

 

If there's no system there, I am the system! 

 

That's why I don't answer support tickets if they don't come through the support ticket system (which is plastered on every single footer of every page).

 

We don't hide the thing. It's on all the emails. It's all over the place!

 

It’s the same with revenue…

 

I'm NOT the funnel. 

 

When people are like, “Stephen, I'm considering buying your thing,” and they tag me in a Facebook post, most of the time I don't answer.

 

It means that the funnel did not capture that person correctly... 

 

So…

 

I don't look for how can I answer that question. I'm looking for why did the funnel not pick up this person? What's the excuse they're using? 

 

...because a funnel is just a system, too. It's a revenue system.

 

Why did it NOT do to pick that person up...  now it's pooped them out the other side and they didn't buy.

 

Now they're on FB saying, “Will it do this?”

 

I'm like, “Crap, I should have talked about that!”

 

Let's add an FAQ because it's the third time they asked this question… so we'll put it on the sales page as an FAQ, BOOM!

 

Does that make sense? 

 

I'm not building a hobby, this is a company where I go in and tweak the revenue... that's where my expertise is.

 

I'm really freakin’ good at revenue systems. We call them funnels.

 

Regardless of the product, price point or industry… that's what I'm good at!

 

The systems thing... I'm learning how to do that. I'm taking that on, and

 

because it's NOT my expertise, that's where I go get mentorship. 

 

I hire guys like Alex Charfen and James Friel. That's what they do, that's what they're good at, so they're going to have shortcuts for me.

 

I don't want to take the time to figure that out... “Let's go hire the person,” and they're going to tell me, “Install this system,” BOOM!

 

BOOM! BOOM! BOOM!

 

… but once I've learned the 80% from somebody, I will either seek out somebody else... or I’ll stop learning for awhile while I just execute and then replace my roles with either:

 

  • People
  • Tools
  • Processes 

 

… that’s what James Friel talks about.

 

There’s either a person, a process, or a tool that replaces my role in the business. 

 

BUSINESS SYSTEMS… WHAT DO YOU NEED?

 

A lot of people have asked, “What other systems... what other tools do you need beside ClickFunnels to run your business?”

 

I'm like, “That's kind of a trick question…”

 

… because in the beginning, ClickFunnels is all you need. 

 

But as I've expanded, and I don't want to do certain roles, I take on other tools. 

 

That's why I have BestMarketingResources.com.

 

There are about 50 tools that I pay for…

 

Someone was like, “You need all this and ClickFunnels to be successful?”

 

I'm like, “Yeah, down the line, dude! Settle down!”

 

Go make some revenue first and then start to grab each one of those tools as it makes sense. I'm not paying for it! The customers are... the business is.

 

I was like, “Man, chill out, bro.” 

 

Just focus on revenue, and then grab all those things afterward.

 

HOW CAN I INCREASE MY SPEED?

 

When I ask, “How can I increase my speed?” 

 

The answer to that usually is usually a tweak to my business systems rather than squeezing out another hour in my day.

 

I learned this from Russell…

 

I was sitting next to him and one of the Inner Circle people asked:

 

“What truly is the difference between a six and seven figure business?”

 

Without hesitation, Russell was like, LEVERAGE! Getting to seven figures has nothing to do with working more hours in the day.”

 

In fact, when I work more hours in the day, I get less effective for the following day. That's why I don't really subscribe to the whole hustle until you die thing. 

 

`There's a phase for hustle…

 

When I left my job, the first three months, was certainly, “yeah, I was 100% hustling my brains out…”

 

But eventually, that would’ve killed me. That will kill ANYBODY. 

 

I won't have a life for the things that I built the business for in the first place.

 

A lot of times we ask for the blanket statement answer, but it depends where you are! 

 

The answer is, “IT EVOLVES.”

 

That's why at Funnel Hacking Live, I was talking about ONLY finding the answer for the next single step in front of you. 

 

Only study for the next step in front of you.

 

YOUR NEXT STEP Someone reached out and they're like, “You give EVERYTHING away on your podcast!”

 

“Uh, no, I do not. Ha ha ha ha. Absolutely not.” 

 

I'm giving you guys little tiny tasty goodies. 

 

The reason I started OfferMind last year is that I wanted to finally have a platform where I could just teach with thought, it's not just a random rabbit that I'm following. 

 

I spent weeks preparing just the slides to make sure that it was articulated in the way that it needed to be to actually dump out the formula and the patterns.

 

I'm very formula driven, as you guys can tell.

 

I wanted to have a platform to teach all this stuff in the order it should be in. 

 

That's why, (with any new entrepreneur), I jump into marketing stuff first, rather than:

 

  • What's your slogan?
  • Let's go get a business loan. 

 

That's garbage. You don't need any of that stuff.

 

You don't need a lot of the systems I'm using right now if you're brand new. 

 

Eventually, you should probably get them, but there's definitely an order that most frequently causes success with this stuff... which is the purpose of OfferMind.

 

It starts with the offer… and the offer really starts at the who. 

 

Don't think you need any kind of qualification in order to be successful in this stuff. It has nothing to do with that.

 

Understand...

 

  1. The main idea of your offer comes from the Red Ocean
  2. Increasing your speed usually has nothing to do with you working harder and EVERYTHING to do with leverage and creating systems that replace you.

 

Thankfully enough, the majority of the time, most businesses need the same kind of systems over and over again:

 

  • Support
  • Fulfillment
  • A sales department, (meaning phone sales... that's one thing we're adding right now). 

 

First, I chose to hire a role that was revenue generating. 

 

Coulton is the affiliate manager, meaning I'm bringing in a role that is helpful, but also revenue generating. 

 

He came in and he took over support plus affiliate stuff... and as we've grown some of the roles that he was doing in the beginning, he's not doing anymore. They're offloaded. Same with me.

 

… it’ll continue that way as we grow and continue to offload certain thing we’re doing. 

 

That's why I hire when it hurts. In my honest opinion, you should be cash flowing pretty hard before you hire anybody.

 

But that doesn't mean you can't have systems.

 

  • Go create a ticketing system.
  • Go create a fulfillment system. 

 

I stopped shipping our boxes. I went and I used ShipZOOM, they're amazing. I don't even look at this stuff anymore because they've got a sweet software that syncs with the back of my ClickFunnels account. 

 

They even order the stuff when it gets low, it's awesome.

 

A lot of guys are like, “Well, I need to know ALL that before I launch.” 

 

“No, you don't! No, you don't! Just launch!”

 

Create the revenue and then the revenue lets you build the systems.

 

I've never in ever put a dollar of my own in my business ever because of that. 

 

  1. Freakin’ publish because you’ll get an audience.
  2. Launch your thing to that audience.
  3. Take that revenue, (don't you dare take profit), and reinvest it back into ads and eventually systems. 

 

Do that three or four times, and you’ll make way more money than most nine to fivers could ever dream of in a month. 

 

… but most people just can't go do it.

 

All right, my friend, I'm excited to see you at OfferMind.

 

Hopefully, I’ve answered some of your questions today! Those are the major questions most new entrepreneurs struggle with.

 

Woo! 

 

Hey, there's MORE marketing resources than there are sands in the sea... am I right? 

 

Okay, maybe not, but there's A LOT!

 

How do you know if you're paying for good ones? 

 

Recently I went to my business bank statement; I counted 51 internet tools and resources that I use to run my business every day and keep my team size small. 

 

If you want to see the list, I actually filmed an individual video teaching you why I use each tool and the strategy behind it... then I dropped the link straight to the source right below it. 

 

If you want to see the list and see what you can use yourself, go to bestmarketingresources.com.

 

That's bestmarketingresources.com.

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