I think one of the hardest pieces of being an entrepreneur speed of evolution, right?
I'm not even the same guy I was six months ago
In fact, about a month ago, I was chatting with my wife, and she goes, "What's wrong? can tell something's wrong!"
And I was like, “Uhh, I can just feel one of those phases coming up. I feel another major self-development phases is about to happen again, " and she's like, "Oh, okay."
...and she knows what that means.
Being an entrepreneur means that you’re continually breaking and rebuilding yourself over and over again.
One of the biggest issues I find in this game isn’t, “Hey, what model should I go try and execute?”
That's NOT where people mess up anymore!
People mess up in their actual execution of the model
A lot of things I'm doing right now are things I first learned about funnels, (probably six years ago) before ClickFunnels was even out…
I'm executing are tactics that I learned FOREVER ago, but I’m growing I developing, and becoming a NEW person, a NEW individual - at an intense pace…
...which can be kinda tough on ANY relationship!
And who cares how rich you end up alone and hating yourself…
Stacey and Paul Martino are the REAL DEAL. They’re kinda the unofficial agony aunts of Russells Inner Circle.
Their programs have saved 10,000 marriages from divorce.
Almost 50 percent of all marriages in the United States will end in divorce or separation…
But Paul and Stacey have a 1% divorce rate from their programs - which is Super cool!
They’re masters at helping people NOT just have a relationship with their significant other, but also with themselves.
So I asked them to share about kinda a unique theme…
I asked them how to become self-confident as an entrepreneur
I'm NOT saying you need to lack self-confidence to benefit from what they’re about to reveal...
However…
Entrepreneurship is the best self-development course you NEVER opted into.
And you’ll notice a lot of entrepreneurs, (the further they get into this game), have A LOT of confidence in who they are and their message…
... and it's MOSTLY because they've been through the wringer and gone through lots and lots of self redevelopments…
And with that much rapid change in who you are, and so much growth and development, ‘ the self,’ and the core of who you are, starts to get stronger and stronger and stronger.
So I asked Paul and Stacey
I’ve NEVER done an interview like this - this is a BIG deal in the entire history of Sales Funnel Radio.
*This is a VERY powerful episode*
You’re gonna learn how I’ve been able to do A LOT of things recently.
So I want you to stop and take notes…
If you're driving, pull over and take the opportunity to really take this in.
I know it's a little sidebar, (maybe a long intro here), but you have to understand that while I teach so much stuff on the podcast, (and some of you guys have been very loving on that)...
The biggest reason why people don't actually have success with this game is that they don't know how to be authentic with themselves and they have no relationship with themselves - so they can't trust their actions.
So it doesn't matter what I teach, they can't even do it.
So without further ado, I wanna welcome Stacey and Paul Martino, thank you so much for being here!
Stacey & Paul: Wooh! Thanks for having us even, yeah. So excited to be here, yeah!
Steve: I'm pumped, you guys are here!
I'll be honest, I'm gonna be really jealous if everybody leaves my podcast to start listening to yours after this is over.
Paul: That won't be necessary….
Stacey: Everybody can listen to both! I listen to both.
Steve: Yes, that's good, it's funny...
So the Inner Circle meeting that we just all had together, immediately my wife and I watched your session again, (and, I think, a third time), it's just super powerful stuff.
I'm really excited for you guys to be here 'cause it's exactly what I was saying in the intro…
It's very challenging for people to learn to trust themselves
I was the shy kid, and no one knew that I was this raging storm on the inside 'cause I was afraid of speaking.
And so much of me doing this game, (I love it so much), is NOT just 'cause of the products, but because of the personal development that happens with it.
I know that that may not be much of an intro for what you guys really do, so could you tell everybody what you do?
Stacey: Yeah, awesome, so Paul and I are the founders of Relationship Development, and basically, Relationship Development is personal development for your relationship…
Every single day we help people create their unshakable love and unleashed passion using our unique methodology where it only requires ONE person to do the work to transform ANY relationship…
Our methodology works for:
... whatever your relationship is we teach the real tools and strategies, (that nobody ever got), to actually navigate life as your best and most authentic self and have your relationships rise up.
So you have NOT only the tools for the best and most authentic you, but also the tools to relate to other people in the world around you in a way that lifts up that relationship instead of breaking it down…
...and that’s fundamentally what we do, and that's our mission in life.
Steve: You're insane at it! You're so good at it, oh, man. So good!
Steve: Just like I was saying before, we teach so much stuff, and the world is loud and noisy, and the checklists are HUGE.
How does somebody actually begin to remove the noise?
(By the way, *You’ve found the answer* ;-)
If you guys are watching or listening, you don't need to google ANYTHING else #HowDoILearnAboutMyself?
You found them, okay! I wanted to bring Paul and Stacey to you on show, and I'm excited that they're here…)
So how does somebody actually go learn about themselves? How do you start that process?
‘Cause for me, it was REALLY uncomfortable.
Stacey: Yeah, and I think for A LOT of people it's really uncomfortable (and I know you can speak to this too, Paul).
I started our journey over 20 years ago, I don't know if you were even alive when I started?
But I think that the key is when you're left on your own to try to learn how to navigate life, (by figuring out who you really are, and how you're going to be ok with being who you really are)...
While living in a World with a lot of other people who have expectations and desires for who they want you to be…
For a lot of people, it is either too scary or gets too confusing, and they jump off.
And so for me, the key is ALWAYS something we teach called The Hand of Vlad… Paul, do you want to do Vlad real quick?
Paul: Yeah, I can do Vlad…
So when you need someone to guide you somewhere, you always wanna reach for what we call The Hand of Vlad.
If you imagine Vlad is this infant who is swinging on a trapeze with his mother.
His mother is raising him, rocking him to sleep, while she's on the trapeze holding on with one hand, and does her flips...
Vlad's Grandmother, Grandfather, Father, Mother, all of them, the whole family, for generations, has been doing nothing but trapeze.
And they feel completely comfortable up on the trapeze.
So, when you want to learn how to do the trapeze, for example, you want to have someone like that who grew up on the trapeze.
The whole family does trapeze, and that's their comfort zone.
Where for us, we climb up that tall ladder to the trapeze, and we get to the top and stand on what Stacy calls ‘the cracker at the top’…
You really want to get to the cracker on the other side, but to get there, you have to go across these trapeze swings that are coming back and forth…
So, you don't want to do that all on your own.
You don't want to be the one that's up there on the cracker waiting for that trapeze to swing your way, and then jump hoping you can grab on, flip over and catch the next one to get you to the next cracker, right?
You want to find someone who has already navigated the trapeze and knows how to do it all so easily that it's just effortless for them...
And, instead of * you* doing the work, *they* know how to do it.
And what happens is, if you reach for the Hand of Vlad, it's basically the same as standing on that cracker waiting, and out of the darkness swings Vlad…
Vlad reaches out his hand, and he is like, "Take my hand, and I'll get you where you want to go."
Steve: Yeah.
Paul: And if you don't take his hand when he swings over there, he'll disappear back into the darkness again, and maybe he’ll come back for another swing, he's like, "Take my hand, I'll take you where you want to go."
And if you want to get there, your best chance at getting there with the least effort and the fastest way is just to take Vlad's hand - he knows how to get you across.
So, we say ‘reach for the hand of Vlad,’ that's his comfort zone, and instead of trying to figure it out how to do trapeze for 20 years and practicing, and trying not to fall
Stacey: Maybe you get there, maybe you don't.
Paul: Maybe you don't get there…
And then, even worse, this is what happens to people…
People try to find their way somewhere, and if they don't reach for the hand of Vlad, (that mentor), what happens is often, at some point they feel pressured or desperate, and they just take that leap…
And when they fall, then they say "Well that's just not for me. "That's just not possible for me. I can't get to where I want to go."
...and they kinda give up.
They think that the fall meant that they shouldn't do this, it dissuades them from getting there... when in reality, the mistake they made was just NOT reaching for the hand of Vlad…
The hand of someone who's already done it, who can get them there.
So, whenever anybody is reaching out for someone like you, or Stacy and I…
You know, we all have our gifts, we all have our zone of expertise - we are all the Hand of Vlad, (in some form or another), for each other.
So, really you want to start with someone who has already navigated the path so they can help you get there.
So that's the first answer to your question.
Steve: So, try to find a coach, somebody who's been through that in the past.
Paul: Yeah.
Steve: And there's a lot of coaches out there…
Which is what I was trying to tell everybody, you don't have to look anymore, Stacy and Paul Martino.
I feel like most of the Inner Circle, all of our problems go to you guys, and we all get better because of you.
Paul: We're always glad to help.
Stacey: And we're happy to serve, absolutely.
Paul: The funny thing is we came into this world authentically who we are.
Stacey: Amen.
Paul: And then we get developed this sense of self, and we start looking around and comparing and judging ourselves against others, right?
We start trying to figure out what we want to be...
Throughout life, it's not about necessarily learning how to become authentic, it's learning how to stop becoming unauthentic.
Instead of us adapting throughout these years, trying to be like something else, it's truly about understanding what's at your core, and how to peel back those layers…
... which is NOT so hard.
It sounds difficult, but it's NOT actually that hard to get past the layers that we developed AGAINST our authentic self.
Stacey: Yes.
Paul: And getting back to it really drives you…
...and one example of this is pleasing versus giving.
If you think about it, a lot of times, we do something that we don't really want to do, but we're doing it to please someone else just for the sake of pleasing.
And when we do that, we feel a little bit like, "I don't really want to, but I'm gonna do it because it's the right thing to do."
But what happens is, often it's not received, right off the bat, in the way we really meant it to be - it kinda falls short, and then it boomerangs back as resentment.
And even when we do please over and over and over, after a while, we start to build up of that resentment…
… it doesn't feel right.
And yet, one of those coping mechanisms we've learned over the years is like, "I have to do this, so I'm going to please this person."
However, the answer was ALWAYS there…
If you have intentions for someone, where you feel you want to help them, there's ALWAYS a way to give without looking at it as pleasing.
What is it that I can authentically give from my heart and feel good about when I'm giving?
… and that's the subtle difference of starting to find your way out.
That's one example of finding your way out of the conditioning that's happening to us over the years as we learned to become something that we think we’re supposed to be for others versus…
I'm gonna stop pleasing just for the sake of pleasing, but I'm going to find a way to give it to that person in a way that they can truly receive the gift.
And whether they take the gift or not, it doesn't matter. I'm giving it anyway.
There's no expectation of return, and I ALWAY get to feel good about that.
There are subtle shifts that we can make to start deprogramming ourselves from what we thought we should be, versus what we truly authentically are.
Stacey: Awesome.
Steve: That's fascinating.
So, I love that…
You have to unlearn unauthentic because we were already authentic at some point
... that's fascinating.
There was a book that always sat next to Russell's desk in the first office that I was working with him at in, and on the back cover it said, "You don't learn interesting, You unlearn boring."
...it reminds me of that.
We're born with so much of this cool stuff and so much of these cool powers.
I hate throwing the rocks at the school, but it's reality!
You learn so much of these train tracks that we follow, and then suddenly you graduate, leave school, or whatever... and the track suddenly ends…
...and you're left to build them on your own.
There's this weird pattern that I’ve found that unless someone has built their own tracks before in their life, they have a very hard time executing what we're showing them to go do.
So how does somebody start navigating their own life?
Stacey: Yeah, so one of the things that’s so big for us is learning how to navigate life.
What you're describing is the perfect example of living a life in reaction, versus living your life in intention.
See, most of us grew up, (like you're explaining), living our life in reaction...
We say something, and all of our friends around us are like, "Eww!" And we're like, "No, no, no, me neither, eww!" (Like immediately, right?)
Because the pain of being…
… is just too great.
We're in school, and we don't want to be wrong. Every time we talk, we get in trouble…
And then, all of a sudden we find ourselves in business, and if you don't talk to your neighbor, you're dead, right?
So, like, “What is this?”
Because I've been trained for 18 years NOT to talk to my neighbor to get the answer, and now I wonder why I'm having a tough time asking for help in my business.
So, it's important for us to start learning that ANYTHING I'm doing in reaction, is wrong, and it's my opportunity to live free.
Living free means living a life by design instead of a life by default.
Life By Default is living in reaction to everyone else around you.
So instead of checking in with your head to see…
A life by design is where you check in with your heart and ask:
Your heart will never steer you wrong.
When you follow your heart, you can do no wrong.
Now you need to partner that with a toolset so that you can live authentically…
We call it *The AuthenticityTrap*
Some people swing in the opposite direction to this life of conformity that we've been raised in, and they end up in what we describe as The Authenticity Trap.
It's like, "I gotta be me, and to heck with you if you don't like it! Blah blah blah."
That's NOT awesome!
I get it!
The whole thrill for you that you want to be free…
... but telling everybody where they can go is NOT exactly creating a life by design.
Believe it or not, you just swung the pendulum in the other direction - you're still living in reaction to everything that you've been through - it's still controlling you.
Your hearts NOT telling you to tell everybody to take a flying leap. You might just be feeling…
But…
Your heart will always lead you to an authentic place
The thing that people are missing when it comes to taking *that step forward* to living authentically is the fear that comes up for most people which is...
“Okay, so how can I do this without hurting and disappointing everyone around me?”
Who has an expectation for I should be, or who I am?
Steve: Mhm, totally.
Stacey: And that's just a skill set... it’s a skill set.
The gap between "I need to be authentically myself,” and “I don't want to create pain on the other side," is a skill set of learning how to be able to speak and relate in a way that works…
So that there's the *you* piece, and there's the *you relate* piece.
The *you* piece is, “I need to live my life by design and stop everything that I'm doing” - that's life by default.
The *you relate* piece is because ‘relationship’ is nothing more than *you* plus *you relate*.
The *you relate* piece is, “Alright, so how do I…”
These are tools that we actually have to learn. It's part of the relationship education that no one ever gave us.
Paul: Part of learning is going back to what we're saying in the beginning, it's *unlearning*.
And part of that is we want to make a change, (and then that great example you just gave), which is…), but everybody has these expectations of how I've been showing up, and they expect me to be that way.
Part of it’s the unlearning a pattern, but people struggle with that, 'cause they feel like they’re
One of the tools to start freeing you from that feeling is instead of seeing it as a conflict, you want to start recognizing that if you're NOT being authentic to them, you're actually holding back from them.
You're holding back the best self that you have for them.
They will love the authentic you so much more, and you’re being disingenuous by not being your authentic self with them.
Stacey: Amen.
Paul: You're not being that true friend, you're not being the son that your mother really wanted to know, right?
You're being someone who is been modified, rather than the true person that people want to see you for.
Your best friend, who's been like, "Man you're so much happier now. I don't know what's going on, but I see this difference, and you're so much happier."
That comes from your own authenticity
So the first sort of fingertip grip we want to peel back on is that…
You're doing people a disservice by not becoming your authentic self. You're holding back what the world needs from you.
...and anybody who loves you, anybody who cares about you, and really wants the best for you - they want to know the real you!
They don't want to see the modified you, they want to really get to know the real you, the unique soul that you are that came onto this planet.
So when we start coming from the perspective of instead of being conflict, “I need to do this for the sake of my relationships with my mother, with my friends,” ... whoever it is that we feel like it would be unusual for us to show up differently.
“… they deserve the real me and not something else.”
If you think about it in reverse…
Would you want your friend NOT to be genuine with you and to put on a facade to some degree to help make you feel better? Or would you want them to feel free?
Especially as a man, right? We resonate with that freedom, like, "No, I want you to be free, free to be you!"
So, when we start to see it for what it really is, it becomes easier to start letting go of that fear that it's a conflict, and start embracing the fact that is actually a gift, not only for ourselves but for…
...because the world needs EVERYBODY to bring those unique gifts, and not to mute or modify, just to please others. So, yeah.
Stacey: Let's put a real crack in this blueprint, because you're almost there, let's just annihilate this forever.
Steve: Let's do it.
So, any time you're telling yourself that you're holding back on being your authentic self is actually what other people want from you, I'm just gonna shatter this for you right now…
The truth is, (and this is scientific! This is not my theory. This is not a guess), when you show up pretending to be something you're NOT, you energetically and strategically convey the message to the other person:
"It's not okay for me to be who I am, and let me tell you something, it's not okay for you to be who you really are.”
So, I'm telling you right now, "I’m pretending to be something I am not, and I expect you to be something you're not too, so let's go!"
Steve: Yeah.
Stacey: And the minute you release that, and you show up as your authentic self, you immediately convey to them:
"Hey, I'm going to be real with you, you can always be real with me."
Now that's service.
Paul: And who do you trust now?
Steve: Yeah, that's so huge, you know?
Getting someone to own and have the confidence to even execute what we're teaching - that's one of the MOST challenging pieces that I try to do, and you guys are the experts at this.
I heard somebody define confidence as self-trust, and I was like, "That's really, really cool.
Stacey: Amen.
Steve: I started reading David Goggins and similar things, (and really there's a lot of heaviness in certain things from those people), but I appreciated what they were still talking about, which is that…
You gotta show up authentically, or you’re literally not living.
You've got this shroud over you all the time.
Stacey: Amen. Yes.
Steve: So, what else can somebody be doing to…
You know, I'll talk as if I was my young, shy self here...
Let's say I know that I don't have confidence, (not even just confidence in general), like…
Let's say I know I have these inhibitions, what's the first step that I should start taking to start switching that?
Stacey: Alright, this may sound completely out of left field,--
Steve: I'm loving it. Already.
Stacey: Anytime you're saying something like that, you're being MASSIVELY selfish.
Steve: Interesting. How so?
Stacey: You’re focussing ONLY on *YOU*...
For example, when you say:
You're absolutely right at this moment - you're gonna get nowhere...
Steve: Nowhere.
Stacey: … if you're ONLY focussed on yourself in life with all of your fears tied up and looking just at you.
There are times when I've been out on a ledge too, like metaphorically…
We all end up at that panic point, at some moment, as things start to scale.
Luckily for me, my husband knows my blueprint really really well, and he knows exactly what to say, which is:
"Stacey, what about the kids? What about the kids in that house of the person who hasn't found us yet? What about them?
Who's going to stand up for them if we're not there tomorrow? Let's get back out there, and let's reach that family."
Steve: I love it.
Stacey: And then all of a sudden, guess what? There's no fear!
... because it's NOT about me.
It's got to be about somebody more than you.
There's somebody whose life is going to take a very different trajectory if you don't show up, and interrupt the yellow brick road of their life with a solution.
If you're not going to be their Vlad, who is going to swing on the bar?
They might jump into the abyss if you don't show up.
So the first step is a pattern break...
Every single time you start saying things like that, catch yourself: “If I'm making it about me, I am wrong, I'm being selfish. I refuse to live like that anymore, not a single day.
So how can I make this about something more than me, something bigger than me, someone else other than me?”
*That's the first step out*
Paul: And the truth is, all of us have learned this sense of who we are and this sense of identity - we created over time.
It’s what we've chosen, and it's what creates the model of the world that we work within - this blueprint that we keep talking about.
Fortunately for us, we're kind of like computers in the sense that we run programs, and we've run that one program really long, but we can always change the program…
... we just weren't aware of our perspective of relationships in the program.
We thought we were in the program, and that we couldn’t do anything about it, and that it's just running.
The truth is, we're observing it, and we can actually change it.
I was in IT years ago, and I used to make fun of people who put the little quotes all over their computer, (the big giant computer monitors back then with a 10 ft widescreen, crazy big things)...
And they'd put all these little quotes all around them, and their family pictures and stuff, but I'm like, "Why would they put all this junk around, (not the kid stuff, but the quotes), all-around their computer monitor?”
Stacey: And then one day!
Paul: And then one day, I found a quote from like 5000 BC - I found a quote from Lao Tzu. That's the American pronunciation, it's like ‘Lao Suh’ I think if you pronounce it properly.
But anyway, I found this quote, and I found myself printing it out on paper, putting tape on... and I put it on my monitor because I wanted to look at it every day -it goes directly to this point.
As I let go of what I am, I become what I may be - Lao Tsu
It's the process of letting go of what we thought we were that allows us to become what we may be…
But as long as we believe ‘what we are’ - you're under the influence - you're inside the bubble of it.
But when you can step back and say, “As I let go of what I am, I'm allowing myself to become what I may be,” it's sorta like that first baby step in acknowledging the fact that…
I am not fixed. I am not what I think I am. I can change.
And you can see that all the time with people who go through significant emotional episodes...Something happens to someone (good or bad), and they change.
Steve: Yeah.
Steve: There was a great book on that, Psycho-Cybernetics by Maxwell Maltz. Oh, you have it, yeah!
He's a plastic surgeon, and he changed someone's face a little bit, and their whole life changed because they allow themselves to believe that they're now someone different - that they were someone else.
It wasn't the actual mechanical changes he made, it was the belief that "Oh and now I'm someone else."
We don't have to wait for a significant emotional event to throw us into…
*It's a choice*
But we don't think that can happen to us because we believe that voice in our head is us. We believe that what I am is what I am, but we are so much more than what we give ourselves credit for.
We just don’t take a step back to say:
Stacey: Yeah.
Paul: Like Stacy is saying, now I'm going to start breaking that pattern, and I'm shifting because today was the last day I'm going to be that, where I'm going to be in this situation, and tomorrow is the day that I take my first step.
In fact…
Today is the day I take that first step towards the new tomorrow.
Stacey: Amen.
Paul: So it's that change, but we have to do it consciously, but we get so caught up on 'the day' that we don't see these things happening.
But you can actually break this down and step back, and start shifting it without life happening by default to you, and finding yourself somewhere you didn't want to be.
I'm going back to your point, ‘the railroad tracks,’ we want to design that track, and say *this* is where I'm going. I'm going to start building that track today. I'm heading this way.
So, I think that sums it up.
Steve: You know, it's funny ...you guys might be able to see it. Ah? Maybe?
There are just tons of quotes on my ceiling.
They're not on my monitor, they're all over the ceiling.
Stacey: We are surrounded, you can't see our walls, but we have like literally painted 8 feet across on our walls, we're surrounded by 30 or 40 quotes in here.
Paul: Yeah, that's the best.
Stacey: That's what our office walls are, they're painted right on there.
Steve:
I ran out of wall space, so I'm going to the ceiling then!
Stacey: Amen.
Paul: That's commitment.
Steve: One of those quotes that, I think it's up there right now, goes along the same point you're saying:
How would the person I'd like to be, do the thing I'm about to do?
Stacey: Amen.
Paul: Yeah.
Steve: I love that because it encapsulates all this stuff. If I can get somebody to fill in the blank, "I am a -----!" (whatever it is…), and own it, they turn into Superman…
… they do so much stuff that's so awesome!
I never thought that I’d be talking about this kind of thing EVER... because I’m like, "Oh, it's all about the marketing thing," you know?
But in reality, you can't even do that stuff unless you are actually at peace with yourself and who you are, and being authentic about it.
Stacey: No question.
Steve: Let's say this is my old self speaking through me, how can I interact with those I love that don't like my new path? I know that's wanted.
Stacey: This is what we do all day every day.
Paul: It's very common. Yeah.
Stacey: So, here's the thing we have loads of tools for this... Walk them Across The Bridge? Or Right Hand, Left Hand?
Paul: I think Right Hand, Left Hand. Steve, would you say that it's because you've chosen to be entrepreneurial? Is that where your specific example is for?
Or personal development, is that sort of where you're coming from?
Steve: I'll go teach this stuff, and I find that most people, if they can believe that, “Yes, I can be a... blank,” the next one they ran into is, "Dang it, my relationships!"
They don't know how to actually go through that now that they're owning what they want.
Stacey: Yeah, OK. So, there are so many tools, and some of them are really situational, right?
For example:
I am no longer going to put my family of origin before my primary family, now how do I handle that conversation with my mom, because we're not coming to Christmas Eve like we always do?
...those things are situational, and we have scripts for, all that stuff, and there is a skill set for all of them…
But honestly, the biggest one is the right-hand, left-hand tool that I know that you know, that you know we teach about how to navigate life with people who are different to you.
So, there are actually three groups of people in your life:
Now, toxic people, we can talk about another show, but they are the people that no matter what you do, there's no making them happy.
Toxic people are in a downward spiral in life, that's just where they are, they're in a bad place.
Nothing will make them happy, because they don't want to be happy, and there's really nothing we can do for somebody who's toxic.
Now, we're going to talk about the other two groups of people, because they're really the primary groups.
# Your Seventh Power is Your Tribe
That's your Seven Power Tribe.
Now with them, you do all of these conversations, you tell them about the book, you tell them about what you're doing, you tell them all about the event. They support you, they validate you, and you do that back with them.
# Your Friends and Family Group, (which is the largest group in your world), they are NOT on that path.
Steve: No.
Stacey:
Here's the thing…
That does not make them *toxic*!
Like, I don't know when that became toxic!
Steve: Are you sure? Because I got some stories 😂
Paul: I'm sure you do.
Stacey: And yet, A LOT of people, (even the most well-meaning people), say, "You can only surround yourself with positive people, people who get your journey."
That's NOT cool!
You don't need to shut those people out.
It's a disservice, it's just a skill set that you didn't have before. So we teach this tool, Right Hand, Left Hand.
Put out your right hand, put out your left-hand.
Pain happens, when they come together and when you don't know what hand you're in.
Steve: AMEN!
Stacey: … when you're with your friends and family, but you're treating them like they should be in your 7th Power.
And you just start vomiting all of your personal development all over them. *THEY DON’T LOVE IT*
I know we all mean well, everybody means well, but the minute that someone experiences a difference between themselves and someone else, they get uncomfortable.
Steve: Ah.
Stacey: It's just wired into the human condition.
And most people have been wired with this win-lose dynamic, where if there's a difference between me and you, one of us is right, and one of us is wrong.
I need to make you wrong because I cannot be the one who's wrong at the end of this day.
And so, unfortunately, when they experience the difference as you grow, as you elevate, they have two choices:
Most people will choose:
Like, somehow you feel that you're better than them, or that you have these new lenses and you're probably going to be judging them…
You're not, but it's really hard to get out of the blueprint of feeling that when you're not doing personal development, and you don't see things that way.
So, your role, how do you navigate that situation?
*Please don't cut them out of your life*
...because for probably more than half of you listening, one of them is your spouse!
Steve: Alright.
Stacey: This is life!
… this is your job, so know your role.
First of all, when you’re interacting with someone, know what hand they're in.
When you're with your friends and family, you only have one job. Give with unconditional compassion. That's it.
Just give with unconditional compassion, no judgment for where they are.
You don't need to talk about yourself, you don't need to seek validation from them.
You don't need to be like, "I don't get it, why my mom doesn't see that I'm not the same that I used to be, and I keep telling her "
That's a conversation for your 7th Power person, but when you're with your friends and family, just show up, and give unconditional compassion.
Actually, we ALL could use some development in the area of being able to give unconditional compassion without judgment. So, your family is your gift for you, because honestly, you, me, everybody, we need to practice...
And they are your practice.
Everybody on this earth is a wonderful, beautiful person, and they're having their own journey, and nobody deserves your judgment.
What better place to practice your skillset of unconditional compassion, then with your friends and family.
And so, the beauty of having a tribe, and having 7th Power is you get it to fill up from your 7th Power so that you have what to give with to your family.
Steve: So incredible, that was incredibly powerful. I learned that from you guys, and while you were teaching it, and I was like, "That's why!"
I was like, "I need to shut up, okay!"
... and that's OK!
It was a very, very key for me - a BIG moment.
Guys, I want to thank you so much. So everyone is listening, (and for you guys as well), my wife and I have talked about you A LOT.
The things that you guys have taught are amazing, it's truly applicable immediately. It's not like, theory theory theory theory, it's not.
It's like, "Hey, here's the tool, here's how to use it," and there have been times, (even recently), I'm like, "Drop the sale!"
...it's impacted my life a lot.
Stacey: Amen.
Steve: So I want to thank you a lot.
Where can people find out more? Because I want everyone to go experience the true Martino power.
Stacey: Well, I'm sure you're going to share a link for the free web class, that is what I really highly recommend. We put together this free online training for the kind of stuff that Steve's talking about right now.
Paul and I don't do theory and crap. We do real, simple tools
Paul: No psychobabble.
Stacey: it’s for real families.
And literally, when you consume this free training class, you will see a result before your head hits the pillow tonight - that's how fast this works.
So we did like a two and a half hour real training, and it's totally free where we literally teaching you what's been invisible in your relationship dynamics that's been causing you pain, and we make it visible.
You get the tools to actually shift it and show you how it only takes one person to transform any relationship, and that's ALL in this web class.
So, definitely check it out. That's what I would say to start with.
Paul: It's funny, cause I say the same thing about you. Like, what I love about you, (I know we were talking about this the other day), what I love about you is that you take things that are sort of accepted, and then you question it…
You're like, "Wait a minute, what is the doctrine?" And then you start breaking things down, and you're like "Hold on," and we make these discoveries, right?
And the clarity of the truth of discoveries that you find become so powerful, but what you're doing is the same thing that we're doing in relationships.
You're showing them like, "Hold on, let me peel back the layers, so that you can see it now, so you know how to really do it right."
It's kinda the same thing with us
All we are wherever we're lacking (in any area) is the clarity to see what we can't see you right now, and to have someone peel back the layers, because once you see it… now you can do something about it.
That is a life by design
Even this whole episode, it’s Sales Funnel Radio, but I love how you brought in like, "Hey, not being authentic is a big deal if you want to make sales,"
Imagine that like, you're doing their old radio announcer, like, " Well, I would like for you to do…."
Like, nobody wants to buy from somebody who's got that fake voice, right?
Being authentic, and being yourself, people are like, "I like that person. I trust that person."
And they're going to create sales by being authentic, and you have that vision.
I love how you bring your visions with such clarity to the people that you serve, and how you can see all those pieces, and how they're all related - just like how ‘relationship’ is applying here.
A relationship with yourself is applying Sales Funnel Radio
... yes, it matters to be a part of it!
So anyway, I just want to honor you for doing that, and basically, that's what we're doing here, too…
Same thing, but just for relationships.
Steve: Yeah, yeah. So huge.
Guys, make sure you go to awesomemartino, as in, ‘Martino's are awesome.’
Go to awesomemartino.com, and you guys can check out their free web class.
I learned this from Paul and Stacey, also…
A relationship isn't something you have, it's something that you do.
...that blew my mind.
And, when I realized that, I was like, "Crap, I've been treating it the wrong way."
So I've been learning to *do* relationships, not just with myself, but all the other loved ones I have in my life.
And, I want you guys to have love in your heart for *you*, as much as you do for your message and those you serve.
So please go over to awesomemartino.com, and you guys can go check out their web class.
Guys, thanks so much for being on today.
Paul & Stacey: It's always a pleasure to be with you.
Hey, if you haven't noticed yet, you will.
Entrepreneurship can be hard on relationships.
Entrepreneurship is nothing more than a learnable skillset, and relationships are actually the exact same.
This is NOT something I normally talk about in my material, nor would I act like I'm a pro at it - because I'm not. But I do know who it is.
Paul and Stacey Martino are some of the most impactful people I've seen in my life.
As of today, they've helped save over 10,000 marriages, literally.
Since your business can only grow to the level that you do, (which includes your relationships with others, and yourself)...
I wanted to dedicate an episode here in letting you know who is actively helping relationships flourish.
I've experienced their genius first hand and wanted to tell you some of the same wisdom in your life.
Yes, it's for you, even if your relationship is great, and no, they don't teach rah-rah methods.
Right now they have an awesome free training at awesomemartino.com.
Simply go to awesomemartino.com with paper and pen, and watch your entrepreneurial life gain even MORE color.
No one wants to arrive alone, and it's frankly a failure to do so.
Learn the skillset of relationship from Stacy and Paul Martino, by going to awesomemartino.com now.
A marketing campaign is nothing more than orchestrated noise around your product.
Here's an example of how to keep a campaign going when everything is going well…
A campaign is about creating orchestrated noise
… that's my definition, but really that's all a campaign is.
Running Facebook ads, that's NOT really a campaign. It can be part of a campaign, but it’s NOT a campaign on its own…
Marketing campaigns are a dying art… which means MOST people are leaving money on the table.
Think about this...
We're no longer just in the information age, we're in the attention age where the loudest, not the best, is more likely to get paid.
HOW TO TURBOCHARGE YOUR MARKETING CAMPAIGN
Recently, one of my good friends, Josh Forti, did a cool launch, and he had me come on to promo this product.
After our interview was done for the launch, he asked if he could get on my Facebook page to chit chat about the interview and do a little MORE promo around it.
I swear one of the major reasons that people don’t do very well in this game is simply because they don't know how to do the second step that Josh took…
...which is why I thought it'd be cool to share the interview with you…
I chopped it in different places and such, but you’ll see Josh ask some very general questions…
Then kind of after each of my answers, he'd go back to, "Hey, we covered that in the playbook, click here."
That skill is a very learnable thing, and it’s one of the easiest ways to get better results in your marketing campaigns…
Because, here’s the thing…
I see people with a...
... but then they don't follow through all the way, and it cuts their launches down.
Campaigns are broken up into a lot of parts. I plan and put all the pieces together, and then, I ask...
And, so I thought this interview with Josh was a great example of how to keep the pressure moving...
So, when you launch your product, or whenever you're putting your stuff out; *REMEMBER* it's NOT just about the product or the funnel…
It's about the noise.
So you need to ask, “How am I creating that noise?”
The success of your product is just as dependent on the noise you orchestrate as the product and the offer and the sales message itself.
If no one knows about your offer, you're NOT making any money anyway.
If you can't get anyone to even go look at your sales message, your product is already dead... so why did you make it?
So I'm just giving this to you as an idea, so you can see like, "Oh, man, I should go do that."
A follow-up interview whenever you interview somebody for a product you're putting out is NOT abnormal at all.
Let’s cut over right now…
JOSH FORTI’S MASTER MOVE
Steve: On the other side of this wall here, there’s a whiteboard and I call it my "questions whiteboard."
I believe that questions invite revelation, and that's good and bad...
So…
I have to focus on answering rich people questions instead of poor people questions.
Because whatever I ask, I will likely answer.
The purpose of the board is NOT for me to answer the questions.
The purpose of the board is me to figure out which question to focus on answering.
...because I shouldn't try and answer EVERYTHING.
It's funny you asked that; I don't know why, but it happens in the morning….
I'm getting ready in the morning and my brain turns on, and I'm like, "Whoa, what about this idea?”
Man, I'm not going to lie, I've run out in a towel before to write stuff down... like, “That's such a sick idea! Oh my gosh! I should try to answer that…”
And I put it on my questions board... and I write, and write, and write…
I have a BIG list of unanswered questions that I want to pursue.
It's NOT that I'll sit down always and be like, "I have to answer this now," and just dive into my books…
But, on interviews, because it's on my mind, I'll continue to clarify the answer to that question…
I'll be like, "I think it's this."
One of my favorite things is to go back and listen to those interviews and hear myself, and be like, "...that was probably the coolest I've ever explained an answer to the question on my whiteboard.”
And so I go back a lot, and it's one of the coolest ways I figure out like, “Okay, that made sense, that didn't make sense. This was helpful, that was confusing.”
And it's only honed me in what I do more and more.
FINDING WHAT RESONATED?
Josh: It's interesting how much you can learn about certain things that you say when there are clips of the crowd, (and they get the back angle)...
... and you watch everybody's heads go down and start writing all at once.
And you're like, "Oh my gosh, they all really liked that point."
And so it's ALWAYS interesting for me to kinda go back and listen to old interviews, speeches, or things that I've done... that got A LOT of really good engagement...
‘Cuz I feel like you can learn so much about what people really like, what resonated and what didn't resonate.
Steve: Well, it's funny 'cuz the market literally votes, (they don't know they're doing that a lot of times), and it's NOT just with products, but even with content, (you know that)…
It's cool to see that reaction when you say something and you know it's right, you know it's helpful…
... but you said it differently that time, and suddenly it’s the click… and you're like, "Oh, that's what you mean!"
And then you see all the heads go down, and you're like, “Okay, note to self, say it that way next time because it's more impactful than last time.”
ARE YOU ASKING POOR PERSON’S QUESTIONS?
Josh: I believe that the key to thinking different…
The key to getting, basically, anything that you want out of life is asking the right questions.
If you know how to ask good questions, you can ultimately go out and find answers, have a good perspective, and get what you want out of life.
But how did *you* learn, like...
Steve:
One of the biggest filters I run things through is, does that sound like a rich person question or a broke person question?
Josh: Hmm.
Steve:
A lot of times, people try to answer broke people questions just out of habit.
For example:
I don't clip coupons. I'm not against coupon-clipping. Well, actually I am… ;-)
One of the issues is…
If I spend my time and my attention and my focus on how to save money, I will find out how to do it…
...but I also didn't learn how to make MORE money!
I'd rather learn how to make more money and who cares how much something costs at that point?
The one thing everybody has when they start this game is a buttload of questions.
… and it makes sense why they would. Just EVERYONE has tons and tons of questions.
Josh: Right.
Steve: That's natural… but, like start writing them down. I challenge everybody to do that…
And…
Before you seek to answer the question, seek if it's worth answering at all.
Josh: Yeah. That's huge.
Steve: It will pay you in time or money.
Josh: I love that.
One of the things you said is interesting because we mention it in The Mindshift Playbook, is the habit thing…
You said, ‘Often times we just do it out of habit,’ right?
Steve: You know what's funny, I'll go teach these models, “Hey, this is a cash flow model. This is a cash flow model. This is a cash flow model…”
And what's funny is, the very first reaction people have is, “Is that gonna work for me? Am I in the right spot to do this?”
And I'm like, “Oh, my gosh, are you kidding?”
... it ticks me off so bad.
Josh: It’s like, “Does ClickFunnels work for -----?”
Steve: You know what? Of the hundred thousand monthly subscribers, you're right, you're the one it's NOT gonna work for.
It's like, “Come on! Just do it."
People set a goal, "I'm going to go do this, and I'm going to use ClickFunnels to do whatever,” and they don't allow *themselves* to break on the goal.
That's the key…
You have to break *you* on the goal instead of change the goal.
Robert Kiyosaki says that as well…
As you start moving towards any goal, you’ll have these character flaws that explode in your face.
I was probably, you could say…
I am literally the opposite of everything that I was back then because I started realizing that,
I needed to allow myself to feel some pain on the way to the goal. Pain does not mean bad, and pain does NOT mean the wrong choice. Most of the time, pain means growth.
Josh: Yeah.
FAIL FAST
Steve: When you realize, “Oh my gosh, failure is really kind of a made-up principle. It's not even a principle, it's made up...
As I start to feel that pain, I start to feel the progression of moving towards things.
I went back and counted how many times it actually took me to make one of these funnel things work, and it was actually 17 funnel tries and 17 before that…
It was actually my 34th thing that actually blew up (from age 20 until now).
Josh: That's crazy.
Steve: That's A LOT of freaking failures.
...and most of the time, people aren't going to be able to go through that.
About 1/3 into those tries, I became cognizant that…
I was changing at a speed faster than any personal development course could ever hope to give me.
Josh: Ever! And you mentioned that in the interview too. You say like,
Entrepreneurship is the best personal development course you NEVER signed up for.
I mean, like it just is, and I 100% agree with that.
...and it's interesting what you say about pain and struggle.
I think the one thing that we both agree upon is that the struggle is there for a reason. The struggle is a good thing.
The struggle is absolutely needed to develop you into who it is that you say. So it's interesting that like, they're saying it, you're saying it. Like, it's there…
I think in today's society, we're just trained to want to avoid struggle.
Like, “Avoid this!” (Thank you, marketers, right?), but like, you know what I mean?
I feel like we're trained as a society to avoid struggle, which I think is why it's so hard for so many people.
Steve: Yeah. And, you know, I think a lot of it, (and I'm never gonna be the one that just like slams and bad mouths school and all that stuff)...
... but you think about it, you get punished for doing something wrong in school.
But like, man…
I do stuff wrong, all the time, in business, and that's actually the thing that accelerates me.
Josh: Right
Steve: “You can't do that here, or you can't do that here.”
Or…
“What if I fail?” *Plan on it* And then you just move forward.
Josh: Write it in.
Steve:
I find that failing ends up being an accelerant to everything else that you do
I've gone through that many failures, and because it sucked for so long, it's NOT that hard to make cash now.
I'm like, “Okay, well, I solved that problem.”
And what I've learned is that while I teach these models, and then people feel this first sense of personal development requirement that comes like…
“Oh, man, I don't actually qualify to be running my dream in the first place.”
...as they start moving, they start to gain this self-confidence. And then, they move faster and faster and faster…
I almost want them to hit some major speed bump quickly and then see if they can pick themselves back up.
That kind of person, I love working with them.
Josh: Yeah, because people don't know how to fail. Sorry. Go ahead.
DO YOU QUALIFY?
Steve: I was chatting with Russell about this a little while ago…
I was like, "Dude, when I met you and started working for you in the same room, you were totally a different person a year and a half later by the time I left."
The Russell Brunson of 3 or 4 years ago, could NOT handle what he's doing right now.
But too many times we're like, “I want my dream with the million-dollar business now.”
Man, *You don't qualify* You've gotta get some personal development going down!
Josh: What would your advice to me be, if I were to go down that route and be like,
"Yeah, I'm gonna open up a talk show where we bring on interesting guests. Maybe we talk politics. Maybe we talk about business. Maybe we talk, whatever.”
What's your advice to me when it comes to doing those interviews or creating concepts around that?
Steve: Okay, so I'll tell you one of the reasons why Sales Funnel Radio has been so successful and “The Capitalist Pig” is such a big deal to people…
It's because it actively throws rocks around mainstream ideas that others believe.
So, I was in the Army, (and y'all know that if you’re on here, right?)
I was in the Army, I enlisted and I went to become an ammunition specialist, (which I didn't know at the time meant "fancy warehouse guy." )
I was like, “Crap, I wish I would have chosen something a little different."
Anyway, a little bit through that, I was like, "I'm going to go be an officer."
So, in the middle of my officer trainer, one of the things that they do is they make you study wars, battles, lots of strategy and movements... things like that.
So you study these HUGE battles, and it's a ton of fun. I really enjoyed it.
The guy who was teaching us was ridiculously smart. He's a historian that they brought in just for officer training.
It was a whole semester of just studying wars.
What's interesting is that he taught us that wars are started over usually pretty much always out of rights...
... that's what wars start over.
The Civil War was NOT started because of slavery. We did NOT leave Europe because of religious oppression, but that's how we romanticize the past…
What's funny is that in the middle of a war, a lot of times, a social issue will piggyback on the war.
So slavery becomes part of the Civil War, (like right towards the last hour)...
And that's when Lincoln said, "Hey, The Emancipation Proclamation, let's go dump it in there."
The same thing with like leaving Europe, as Americans, we're gonna go in and you know what… ‘it's about religious freedom now.”
It was NOT at first. We were Britains!
And the reason I bring this up is that from a marketing standpoint, when it comes to the way I treat a message, (this is not something I normally would talk about either), but …
I look to piggyback a message on the back of a social issue.
(Not a human rights issue... because then you're seen as political)
But when it comes to really disruptive messages in the marketplace, Socialism right now is getting a lot of attention…
So one of the easiest ways for me to get a lot of attention on a show is to become the anti-something major in a social issue that's currently got momentum.
It takes a lifetime to create momentum, but I don't have to do that if I piggyback on a social issue that I'm passionate about in the opposite way.
Josh: That's super good advice.
Steve: Yeah, I would figure out what big things to talk about. I find that themed shows always do better than a general, let's just...
Josh: Let's just talk.
Steve: Yeah.
So I would find something that you find and throw rocks at it like that, and then it's very natural to find those people who are for or against to hear both sides.
You'll get as many people who listen to you and love you, as hate your guts.
Josh: Yeah, well, I think this entrepreneurship like micro-influencer game has prepared me for the hate. Holy cow, dude!
Steve: Yeah, it only gets louder.
Josh: Aww, man, I tell you what! But I've learned to tune it out.
Steve: Well, thanks for listening and thanks for jumping on here.
Josh: Absolutely, man. Thanks so much.
WHOA!
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.
In this interview, I get to chat with the winner of my 3-day design challenge, Sal Peer... AND review his funnel. He did an epic job in this challenge…
Here’s the backstory…
Recently, I reached out to a bunch of designers and said, “Hey, I really need to create some Facebook profile frames…”
You know when there are these massive events or movements where people put frames over the top of their Facebook profiles...
I thought, “Why don't I do that for my groups!”
So I reached out to all these designers and asked, “Hey, could you design some FB frames?”
In full disclosure, when those designs came back, I did NOT like any of them.
So I thought why not ask my actual audience design the frames instead, so I reached out …
And it was *INCREDIBLE*
We ran a 3-Day Design Challenge, and the prize was that I'd critique the winner's stuff on an episode of Sales Funnel Radio…
... thus, here we are!
INTRODUCING SAL PEER
I'm with the incredible Sal Peer, and I'm very excited that you’re here.
Super excited that you won, (by A LOT). Thank you!
You're clearly a very talented designer. It's been awesome having you on here.
You run a company called Funnel Chefs.
Anyway, I just want to thank you for being on here; welcome to the show.
Sal: Thank you so much for having me, it's a real honor. I've been following your stuff. Amazing!
Just the amount and your presentation. Like, literally, in the last year, it's just gotten better. Like, you've gotten better and I see it.
Steve: Thanks, man.
Sal: So it's amazing to be here with you. The Design Challenge was so much fun.
It was a challenge to design five frames with no direction. You're like, “Just do it, I trust you. Just do what you can. If you win, you win.”
I'm like, “Holy shit, there's no direction here.”
So I dug into all your stuff.
I went into the MLM Hacks Groups, the Sales Funnel Radio...
I went into EVERYTHING, and I was like, “Okay, what is he talking about?” And then, I was like, “Oh the cube. He's talking about putting stuff together correctly.”
I was like, “Well, why don't we get a Rubik's cube and kinda put the frame around that...
...and whoever's in there has kind of figured out the Rubik's cube for OfferMind and Sales Funnel Radio.”
...it was a lot of fun, man.
Steve: Dude you're so cool.
It was funny because I remember we were scrolling through all of them, (and thank you, first of all, to everyone who did do it - it was great).
Sal: There was some awesome stuff on there, by the way.
Steve: Really cool stuff on there.
But there were ones that really caught my eye, and I was like, “Who? Oh Sal, Sal, Sal, Sal, Sal, Sal….”
Sal: I hacked it though! I've got to say, I hacked it.
Steve: Good.
Sal: I submitted my first drafts, which I never submit.
I was like:
“Oh, let's just stick that out there, and create some traction, I'll see what people are doing, and then I'll come over the top like a minute before the competition ends and just be like, BOOM!”
That was so much fun.
Steve: That's funny because I've noticed a lot of the best people on Freelancer, (where I go run contests on there a lot), do the same thing. They just toss something out and then they see, “Yeah!”
Sal: Yeah, because you want to see, “Oh, wow, he liked this one so how do I make that better?”
… that's what we look for, and the branding.
I really wanted the branding to be strong.
When somebody puts it on the frame, they recognize the colors, they recognize the kind of thing - that was very important.
Steve: So the intent was for my social agents and our community ambassadors to be able to have those frames on their profile, so then people knew, “Hey, this is legit.”
Sal: Yeah, it gives them status too. It's a really solid idea.
Steve: Yeah, it's been awesome. How did you become a designer?
Sal: So it's funny, let's just go back to like four or five years ago. I was out of work. I was living retired or my mom would say, “retarded life,” and I was just hanging out…
Then, my wife got pregnant and we bought a house... and I had no money left.
I had eight and a half grand, (which is three months of paying the mortgage, but NOT the bills, the hospital bills, the insurance, the cars - all the stuff).
I was like, “I got to do something,” and I didn't know what to do.
And it's like you said…
You test your market by presenting offers and seeing who reacts to it, and I did, basically, the same thing.
I owned computer stores a long time ago, and I started them with classified sections, so I was like:
“Why don't we just put out a bunch of ads and see if there's a market?”
My wife and I were talking, and I decided, “Well, I don't want to do that because it will get me traveling everywhere and I want to kind of stay put and maybe do one or two events a year.”
And so she's like, “Well why don't you do marketing? You know websites, you know marketing. You did it for your computer stores in '98. You get this stuff.”
And I was like, “Well, I don't know…”
And all these excuses just start piling up.
Then I'm like, “Alright, well let's do all the Google testing because I need to know Google back in and out.”
So I got eight certifications from Google and I went and opened up a marketing agency by putting FREE classifieds out EVERYWHERE - even long ones.
I got the real estate ones, (where they have the lawn thing), and stuck that in the ground.
I got fined by the city, by the way - so I'm NOT recommending to do that, but it worked.
That weekend, (the ad was $197 for a basic website, five pages, and then, I up-charged throughout), I sold like six of them.
I was like, “Dude, I made $1200 bucks this weekend.” I was like, “Hmm, there's something here…”
SELLING CANDY
I look at myself as an Entrepreneur, and I've been at this working for myself since I was like five.
My dad was a tour guide and I sold candy that I would get as a kickback, (from places he would take tourists), back to the tourists on the bus to make money.
So entrepreneurship was kind of in my genes.
I just saw a huge opportunity and I was like, “Yeah, I got to get into it.”
I was watching Russell's stuff and I was like, “Oh, I don't know, it's another marketing guy with the same old stuff.”
I worked with Mike Long...
Frank Kern was part of a project that we launched a while back, and I was like, “Oh, well you know what, I gotta do it.”
A bunch of my marketing buddies started coming in. I was, “I'm gonna pick up the book...”
And then, I just said, “You know what, the book is so good. It's like ‘Inception’ for real!”
… there are ONLY a few books in my life that did that, and it got me integrated into this.
My mom was an interior designer, so I have taste.
Sometimes, “Yeah you can do stuff on Canva or stuff, but it's the creation and the creative that goes behind it (before it gets touched up), that's the gold.
That's what makes everything else work.
Steve: That's so awesome, man.
Sal: Because basic Photoshop skills are easy.
Steve: It's super cool, yeah.
Sal: But coming up with creatives, (just like you come up with offers), it's difficult.
You're like, “Well, why do you need that? Well, we have to do all this research first,” and stuff like that - so it's been amazing.
Steve: That's so awesome, man... and again, thank you, you clearly won.
And guys, just so you know…
My offer to whoever won was to go through their funnel.
And so which funnel do I get to go through?
Sal: So, obviously, I've been following you closely for a while now and I built this funnel with you in the OFA Challenge...
Steve: Sweet.
Sal: If you guys haven't taken his OFA and haven't signed up through his affiliate link, do it because the bonuses are AMAZING.
Steve: Thanks, man.
Sal: So that's how I built it.
It's actually converting on the front end really well - it's like 37% conversion on the front end.
Steve: That's awesome.
Sal: And then once they're in, maybe my email follow up isn't on point or maybe the sales page isn't on point... because it's NOT converting there. That's the problem.
So it could be the offer?
I'm open to EVERYTHING.
Literally, because I've listened to you, I went and recorded this live - I streamed it live and then I turned it into a masterclass.
Steve: Sweet. That's awesome. That's super cool. I'm really excited about it... and we'll cut over now, and I'll start diving through your pages man.
This is awesome, and again thanks for putting all the effort in to do the design... because I know it's a lot of work. It's a ton of work.
Design is its own beast.
I mean, holy smokes!
So it's A LOT on your end as well, so it means a ton...
And where can everyone go to learn more from you?
Sal: To get a free discovery call with me, go to cfchefsal.com.
That's cfchefsal.com
SAL’S FUNNEL REVIEW
This is the funnel Sal built during the One Funnel Way Challenge -
the One Funnel Way Coach, I’m excited go through to see what he created...
The purpose of that challenge is to get your first funnel out the door.
So if you've NOT had the chance to go through the One Funnel Way Challenge, ofasignup.com is where you can go sign up for the challenge and get a whole bunch of extra stuff that I give you - which is super awesome.
If we had a live audience right now, I'd say let's give Sal a round of applause…
...because what he's doing right now, (letting me go critique his baby), that's kind of a freaky thing in and of itself.
Usually, I do these sessions with people one-on-one or privately, not on a big old radio show.
So anyway, let's go to this next piece right here…
So I'm gonna walk through Sal’s Funnel, but before I do, I just want to tell to go over to YouTube, so you can watch me do the review, (I cover a ton of stuff)...
I'm a really visual learner and a very visual teacher.
I'm actually gonna share my screen and walk through some stats that I'm seeing, and I want to share some of the epiphanies that I'm having...
Well, in order to do that, it's gonna be really easier if you watch.
So, head over to YouTube and you’ll learn:
… and a TON more *TRUTH NUKES* that’ll help your funnel to convert
#GetRichGiveBack
.
The most common question I get is, “Steve, will you look at my funnel?”
Of course!
If you want me to do this kind of review on a funnel of yours, go to coachmesteve.com.
It's the notification list that I have, so whenever I do have an opening, I just drop an email straight to that list…
I'm just like, “Hey, here you go, first come, first served. Here's the time I have and here's a little order page so you can grab some of my time.”
So if you want to be notified the next time I have an opening, just go to coachmesteve.com, and I can dive through your funnel, your offer, and your message with you.
Whether you want me to coach you, give some handholding and guidance during your funnel build…
Or simply, review the one you have…
Head over to coachmesteve.com, and book your session now.
I'm at Myron Golden's awesome speaker training and here's a few of the takeaways from the epic experience...
I'm at a really interesting point right now in my business, and I'm trying desperately to ONLY listen to people for the skills that they're known for.
Meaning, I'm looking around asking:
Then I learn from the one person who's known as being the best.
So, that's why I'm at Myron’s event because he's absolutely incredible at stage speaking.
(Looking good Myron 😎 )
MY GURU TABS
At Funnel Hacking Live, about two years ago, Russell did eight million in sales for his program…
And then Myron did a re-pitch, and sold another four million…
*Crazy Amounts Of Cash*
When I saw that, I was like, “Right, the proofs in the pudding.”
And if someone's NOT actively doing the thing that they're coaching on, why on earth am I gonna listen to 'em?
I'm NOT going to.
So I want to tell you a few things about the way I operate - 'cause a lot of people ask me:
… and, the reality is, I don't study the way that most people think I do very often.
*I’M VERY SELECT*... don’t ya know ;-)
In fact, I have specific GURU TABS on my computer for people I follow in different areas:
It's really interesting because as you learn to NOT be an employee, you have to learn other skill sets that those who run businesses have.
I would NEVER have told you, “I'm going to go study freakin' taxes,” but that's a skill set that my dream required me to have…
But I'm NOT gonna go try to learn it on my own.
HOW I INCREASE MY SPEED
About I two or three weeks ago, I was driving in my car when I had this thought…
I was like:
“I don't want to just keep buying books. What I'd rather do is go find the person who's the psycho-genius.”
Like, I'm the crazy in the offer creation space, my eye twitches on that topic.
I want to go find the person with the eye twitch on tax... on health, on whatever...
I want to go find the psycho…
...'cause it's really hard to be on two peaks at the same time.
So, I want to know who has spent most of their life climbing just one peak, and how can I pay them to teach me for a day?
I called someone recently, and said, "Hey, would you just teach me?"
They didn't fly in, and wasn't a full day... but it was hours and hours of intense learning.
I learned MORE in that compressed finite period of time, right from the horse's mouth…
It would have taken me FOREVER to go learn that stuff and put it all together on my own.
There’s some serious power in that…
HOW TO CHOOSE YOUR GURU ON THE MOUNTAIN
As I’ve been doing more and more in my business, there's been a fiery focus on just learning from those individuals who already have the skillset I want…
... but there are a few caveats that I need to place on them.
If they’re just someone who's standing on the side, and they're like:
“This is how I did it forever ago, and I've never had any experiences since 20 years ago when I took the cake that one time.”
I DON’T want to learn from them.
(It's NOT as important, but it's still one of the things I look for)
Knowing and teaching effectively ARE completely different.
Another thing I look for is...
Think about this?
The reason why my stuff has been so impactful is because I spent tons of time going and learning from all these people.
Then I realized that if I started combining all the gems that I’d learned and added my own zone of genius, I could create my own framework.
ALL THE THINGS in one place = FASTER RESULTS!
People could just learn the framework, instead of going to the 15 people that caused all the pieces that went into the framework.
I want to learn from somebody who has gone through the mental jog that it takes to create a framework.
That's why I push frameworks so much.
Some people made fun of me for that... but, whatever…
If I can create a framework, it means I understand it to a level, not just to do it, but see the patterns, and then teach it.
And I always wanna make sure whoever I'm following has done that.
And so, why it's been cool to learn from Myron, and why I went to his speaker event…
There are very specific individuals that I listen to, and then, I don't listen to anybody else.
HEADSPACE
My head is so active and fast-paced, (it's just naturally that way)…
… so I need to do is make sure that after I learn frameworks, I do nothing for a while.
It's very important for my brain to play.
So I do * NOTHING*…
... and I know that because of the systems I've created, (I have frameworks around so many aspects of my business now), it looks like I'm NOT taking any breaks...
But, man, I've worked a nine to five, nine to six, pretty much every day, (except a few rare occasions), for the last year, year and a half.
I'm just clarifying because sometimes people have said, “Oh, Stephen, you're not taking any breaks. You need to take care of yourself.”
I play. I have fun.
(I went shooting again over the weekend - it was awesome.)
Anyway, “Stephen what's the whole point of this?”
Make sure that following people with intent. Don't consume stuff just because it’s available.
Unplug from Facebook if it's not your time to check in with those you're following.
If you are ALREADY learning from a guru on the mountain, l, shut everything else off.
Just turn it off.
LEARNING ON DEMAND
I like Tim Ferriss - A LOT!
The Four Hour Work Week is a book that I repeatedly go back to.
And there's a spot in the book where he talks about learning on-demand, (which is kinda where I got that).
He says in there that reading, after a certain time can pollute the mind and distract it from its creative pursuits... which makes a lot of sense.
In fact, probably two months ago, Russell and I were having a conversation about this over Vox …
I was like:
“Hey man, have you ever had any fears that you won't be able to replicate what you did in the past, or you're not studying as hard as you once were to get the results that you've done?”
( If you've been in any game ever, you've probably had those feelings)
… it's a legitimate fear, and I totally understand it.
So, I was asking Russell for his feedback on that...
I was like, "Hey, you know, have you ever thought that?"
And he was like, "Yeah, I have."
(Hopefully, he's fine with me sharing this…)
I'm all about doing a BIG immersive study at the beginning.
Any time you go into some brand new, you immerse like crazy.
You consume all the books, all the courses, all the content, the gurus…
You're pulling in as much info as you can because you don't have a base. There's no foundation… (and this is kind of what Russell told me).
He's like, “Once you have that foundation, your learning still continues, it just changes.”
Let's say you come to learn offers from me...
In the beginning, there's always this big, major, massive, huuuge brain dump. *BOOSH* There’s a HUGE smack of education…
But then, after a while, the education style shifts.
The education style shifts once you have learned the framework. Now what you do is learn by executing.
JUST DO IT!
Myron said something this morning I thought was awesome.
He said, "You don't get to learn anything until you do something."
He's said…
"You're not here in this workshop so you can learn the thing. You're here to get the tools that you need to go home and study it by doing it."
I thought that was really prolific... it was TOTALLY awesome.
AND that's EXACTLY what I'm saying here too…
Your learning style changes once you know the framework
*IT HAS TO*
...
It's no longer about consuming another book...
Now that I know the framework, I’ve got to start executing.
I learn in a very active state.
For Example:
Most of us didn’t learn how to ride a bike by reading books.
I'm not saying you can't do that - I'm not saying it's NOT helpful…
But eventually, the learning is very different from what you can learn from a book - once you get on a bike, the learning style changes...
… you get more specialized in your education needs.
DON’T STOP LEARNING
If you don’t want to become irrelevant after 10 years…
*KEEP LEARNING*
I can't tell you how many times Russell, (when I was in his office) would say, “Dude, you remember this guy X, Y, and Z?”
And I was like, “Nope, never heard of that guy.”
He'd be like, “Are you serious? He was a huge deal only five years ago.”
But that happens A LOT ….
And the reason is, (and Russell talked about this a lot with me), that individual stopped learning, and stopped being relevant…
They became irrelevant because they said, “I know my one trick. I'm a one-trick pony.”
Boom... and that's it.
DON’T BE A TIGHTWAD!
What I'm doing now is very key to my personal progression…
I've identified certain, specific areas that I know I need to develop…
I could go and learn it on my own by reading all the books and being a tightwad...
But I’d be spending my time, rather than my money.
That’s the opposite way to how I should do it.
I should be spending money to save, compact, and compress time by learning directly from these gurus.
So that's EXACTLY what I'm doing.
I’ve shifted my focus, and I want to learn NOT ONLY skill sets, but for lifestyles. So I’m asking
I truly believe that it does NOT take as long to learn something as we might all think.
HOW TO WIN A DRAG RACE
I grew up in Littleton, Colorado...
About 15 minutes away from where I grew up there was this drag strip right off the highway. Anyway, there was this drag strip speedway…
If you've never seen a drag car:
It's pretty fascinating…
Anyways, let's say that I have a drag car and I have a Prius... and they're gonna race.
Okay, now let me ask you a question, (I want to be very, very careful how I ask it here)...
Q: Who will reach the end? The drag car or the Prius?
A: *BOTH* #TrickQuesion...
I asked who will reach the end? I didn't ask about the speed. They’ll both reach the end.
BUT…
The freakin' drag cars gonna blow everything out of the water.
I mean, the drag car might be cooled down by the time the Prius hits the end of the strip, right?
And that's the whole point…
CAN YOU MAKE A MILLION?
There's a speed to education, and it's exactly the same with wealth.
A million dollars is a million dollars, but a million dollars in a day has more value than a million dollars over a year.
Isn't that interesting?
It's still a million dollars, but my utility of the million is way higher for a million dollars in a day versus a million dollars over a year or 10 years.
Everyone's gonna make a million dollars in their lifetime.
If you go work a nine to five job, you're gonna make a million dollars by the time you're done, I mean, you will.. do the math!
What matters is *SPEED*
… and it's the same thing with learning.
That's exactly why I've been speeding up my education in certain areas lately.
I see the vision that I'm trying to go for, and I know exactly what it is, and I know exactly what my value ladder is (most of you don't even know what it is yet 😉 )
What I'm trying to do now is figure out how to increase my speed…
And the way that I can do that through education is NOT to just go buy books... (I'm not saying I don't, of course)...
I buy a lot of books. I probably have a book-buying issue.
I buy a lot of books, but I don't actually consume that many of them unless I have a specific question…
And then I hunt the answer.
Once I have the answer, I put the book down.
… that's NOT where I start though.
I start by finding the person who’s…
When people are like, “Huh, Stephen, I'm NOT willing to pay you to teach me…”
I just kind of laugh.
“Ha! You just valued money over time.”
I can't save up time... so I'd rather use my money to save time by learning the frameworks from the main expert people and surround myself with those kinds of people...
That's one of my major tricks.
Make sure those that are coaching you are also getting coached. It's like two wings on a plane, and if they're NOT…
Stop getting coached by them.
If they're NOT actively doing the thing they're teaching you, then don't listen to them.
Stuff changes so fast, (especially in technology)…
That’s why I did sooo many live funnel builds as soon as I left ClickFunnels…
I wanted to cement those industry-specific lessons into a course, or a video, or something, so I wouldn't forget them.
HACKING THE GAME
Last little thing here…
I listen to a lot of famous speakers while I work, (depending on the kind of work I'm doing)...
Recently, I’ve been listening to Robert Kiyosaki’s book Why A Students Work for C Students and B Students Work for the Government…
... very fascinating book.
In that book, he talks about the different learning styles, (I can't remember which scientist it's from)…
So, that's why he sells the Cashflow Game.
That's why… even if you're NOT trying to launch your next funnel, start crafting your next offer.
Let your mind go to those places, and it's literally simulation.
I can't remember which book it was this came from, but they hooked up a whole bunch of athletes to these brain scan things, and they had the athlete go run their Olympic event in their mind…
They watched the brain patterns, and then they had the Olympic athlete actually run the real thing…
There was no difference in brain signals between the ones sitting in a chair and visualizing versus the ones doing it.
So if you sit down and start thinking to yourself:
... and actually, just run through the simulation.
I can't even tell you the number of hours I've spent at a whiteboard, (before anyone knew who I was), trying to:
I have notebook upon notebook upon notebook with drawings of funnels.
I was…
Shortcut your timeline and get some freakin' coaches in your life. Make sure they're amazing, and it will compress time.
Make sure you just learn their framework for the thing they're known for.
My last piece of advice is that when you learn something from somebody who's a BIG deal…
You cannot start taking other topics that are NOT related.
If I'm gonna go learn finance from somebody, I shouldn’t also learn health from that person.
But we do that with some of the gurus that we follow.
We'll say, “Hey, you taught me X, Y, and Z about marketing, therefore, you must be amazing at marriage counseling.”
It's like, “What? No!”
That's a very natural thing to do, but catch yourself before you do it.
Only learn the BIGGEST thing, (what they're most known for and what made them rich), from the person that you're hiring.
Unit Next time…
#GetRichDoGood
“Steven, why do you call yourself the Capitalist Pig?”
Ahh, there are several reasons...
I had a lot of beliefs around money that were NOT correct, and eventually, in order to actually launch, I needed to change my relationship with money.
It's one of the BIGGEST steps that most entrepreneurs need to take.
So I wear this shirt that says Capitalist Pig, loud and proud, as a reminder of the power and responsibility that we've been given as entrepreneurs.
If this is resonating with you and you believe the same, go get your Capitalist Pig Shirt at capitalismswag.com.
I believe in Free Market Capitalism and its personal development power.
Entrepreneurship is the best personal development course that you never enrolled in.
Entrepreneurship is NOT about greed or being flashy.
Entrepreneurship doesn't discriminate, it treats Baby Boomers and Millennials the same.
Entrepreneurship pays you more, the more you personally grow.
I believe that money is the reward for my discipline and the types of problems that I solve.
I believe the sickness of entitlement is spreading, and I'm quite the opposite, I am due nothing.
I deserve, (I hate that word), I deserve NOTHING.
I fight for EVERYTHING.
I defend my message that you should get rich on purpose, and it's NOT evil, and I am vehemently against socialism.
I believe true change will come from entrepreneurs and society, NOT the government.
In the words of Grant Cardone, "Money can't buy happiness, but broke can't buy anything."
Capitalism fosters personal growth, and God has been all along this journey.
I believe the pursuit of riches creates strength of mind.
In the words of Mark Cuban, "I don't care what anyone says, being rich is a good thing."
Money doesn't change me. Money amplifies me.
If this is resonating with you, and you believe the same, go get your Capitalist Pig t-shirt, at capitalismswag.com.
My friends, Get Rich, Give Back.
This is why I started calling myself the 'Capitalist Pig'...
Besides, “Steve, will you look at my funnel...” the 2nd question I probably get asked the most is “Where do I get your shirt?”
What's with the Capitalist Pig t-shirt?
It's really fun to wear this shirt in malls, airports - you get a lot of scowls, and I totally get it…
It's meant to be aggressive, it's meant to be abrasive.
I created it to both attract the right people, and repulse the wrong people…
It's NOT meant to be offensive on purpose, but it does attract my tribe without me opening my mouth.
There are A LOT of reasons that I wear that shirt….
I’m NOT just walking around thinking, “Hey, let's see how we can cause some controversy today.”
I believe in using controversy for the purpose of spreading a message when you have something of real value, but controversy for controversy's sake, I think it’s stupid
… it's NOT helpful - there's enough noise in this world as it is!
So there's a very specific reason that I wear this shirt.
I went on a two-year mission for my church, and when I came back, I had NOTHING.
I was in college, (before I met my wife), and working a labor job.
I worked a lot of labor jobs growing up.
I worked at Discount Tire for a while as a tire buster
https://youtu.be/draLFn4wvuQ
I did it through a winter in Denver when everyone's switching to snow tires. I got crazy sick ‘cause the doors are always open, and it was always snowy.
Another job was residential swimming pool construction + cleaning and maintenance.
I cleaned a lot of pools for the Denver Broncos, the Colorado Rockies, and a ton of really famous golfers.
I got to meet some really cool sportspeople…
But I knew that I wanted MORE in my life, but I didn’t know what that meant.
The last day of the job… before I started college after my mission...
(I’d finally learned how to learn, and how to have a goal and just move for it.)
I picked up this piece of broken tile, (I still have it), and put it in my pocket
It was a small piece of black tile, about half an inch, and I held it in my hand and said:
I will never work another labor job again.
I wanted to learn how to use my brain instead of my hands.
I was driving when I heard a radio ad that said something like:
"Come learn from Rich Dad how you can invest in stocks,"
I said, “Yeah, alright!”
And so I went to this two- three hour evening seminar thing…
As I was driving to the event, I felt kinda nervous. I was like, “What if everyone in the room's crazy smart?
I didn't know that I was literally walking through a funnel , but a physical version.
(I don't think I've ever told you this story?)...
Inside the room, this guy was teaching some cool strategies. I couldn’t believe that you could make money without going to a nine to five!
I was like, “What! I thought this was only possible for highfalutin people who had access to resources …
….cause it takes money to make money, right?”
I had so many false beliefs
When they announced a three-day event where we're gonna teach you more about these strategies, I was like, “Sweet.”
It was $200, and I had about $250 in my account.
It felt like this mountain of cost for me at the time cause I was working labor jobs for nine bucks an hour...
But I paid the $200 and got the time off of work.
On the first day of this seminar, I couldn’t believe what they were teaching.
I was like, “This is insane, I didn't know you could do this kind of thing!”
It wasn't just like, “Here's this stock principle...”
When I left, I was kind of on fire because of the things that they were teaching...
... but also because of the different mentality around cash.
It was the first major combatant that totally ninja punched me in the face in terms of all my old false beliefs around money.
The funny thing about false beliefs is... you don't know you have 'em.
If someone asks, “What are your false beliefs?”
You’d be like, “I don't have a false belief, I only have beliefs.”
Anyway, this was the first time I realized, “Oh my gosh, I believe something, and it might NOT be true.”
When I got home, and I was like, "Dad!"
And I just barfed all over him:
"You gotta come do this. I learned this thing, and this strategy, blah blah blah blah blah,...
And my Dad got nervous that I was being kinda brainwashed.
I was like, "You gotta come with me on day two, I'm allowed to bring a guest."
He said, "I'll go do this with you, but it's 'cause I wanna show you that they're probably scamming you."
I was like, "I get it, but just come see for yourself."
Halfway through the 2nd day, guess what they did?
*They dropped a pitch for a $30,000 thing*
My dad looked at me, and we said, “You know what, this is really freakin’ cool.”
He's like, "I get it now. I see what they're doing."
So we paid 30 grand, and went into these stock and options courses… and it's how my dad got into what he does now.
(Eventually, he stopped trading on the Nasdaq, and now he does Forex…)
I don't know why, but that event seemed to set off some kind of chain reaction in me.
I’d already read Rich Dad, Poor Dad, that's how I knew who he was, but anyway…
... and I realized like, “Oh my gosh, this life is malleable, and I can do something about all this stuff?”
… you probably know where this story picks up ;-)
My wife and I got married, I was still taking stock classes from Rich Dad Company with my dad.
I still had A LOT of mentalities about what it takes money to make money.
So I was like, “Well, maybe I shouldn't do stocks and options. What should I do next instead?”
When I found out I couldn't feed my wife, I called my dad, and asked, "Hey, will you lend me the cash?" And he goes, "No."
He basically said, “Figure it out,” and it put me on this path to move forward as fast as possible.
There were the 17 failed business attempts, and what was really happening inside my head was…
I was losing these false beliefs around money and cash.
When you read Rich Dad, Poor Dad, he says there are three different asset types:
I had sooo many false beliefs around:
... that I literally chose to try business last.
That's why I was doing stock and option classes first.
I didn't wanna look like I was being greedy.
How stupid is that?
That's why I went into real estate afterward, and I didn't try to start selling things, even though I had the desire to.
I'm saying this because I know A LOT of you are like that.
Then, I finally slunk over to the third asset type…
*BUSINESS*
That's actually how it happened.
And that's the real reason why I chose business last, and it really shows the I mentally I had at the time.
I became The Capitalist Pig because…
As Batman became Batman because he's afraid of bats, I was very afraid of cash, so I became The Capitalist Pig.
I mean I liked cash, and I think everybody does…
If Money's The Devil, then tell me the last time you turned down a paycheck?
Think about that…
Money's NOT the devil.
#Misquoting the Bible.
We all like the cash; we like what it allows us to do and the resources it gives us…
And, I'll go religious...
God has ALL the resources, he just knows how to use 'em properly.
So the resources themselves are NOT the devil, it's how and what we use them for...
*Intent matters*
Why are you getting rich? That matters.
I decided to become The Capitalist Pig to face my fear.
That's one of the major reasons I wear this shirt, guys.
For a long time, I was like, “Man, I'm gonna become a Capitalist Pig,” and I would say it almost like a joke.
I would say, “I wanna get rich...” (and it was like a sidestep)...
And I started trying to justify my dream.
This is a lot deeper for me than just wearing an aggressive t-shirt.
"Capitalist Pig" could be the name of the story that I've gone through for the last 10 years to gain the mentality that I have.
Anyways, fast forward to now…
There are so many reasons I wear this shirt.
Yes, it's to be offensive in a jarring way against socialism, but I'm NOT against helping people, in fact, I'm very for it - and it's one of the reasons I wanna make a lotta money.
I tell people like, “Look, I don't deserve anything.”
I wrote a post about ‘Why I call myself a Capitalist Pig…’
It starts with a conversation I had with my little girls.
It says:
🐷 "Steve, Why Call Yourself The "Capitalist Pig?!"
Here's why...
*****
A CONVERSATION I HAD WITH MY KIDS TODAY:
🧔🏻 "Let's say Brinley (my oldest) does all the chores on her own and does a good job...
Should Brinley AND Maiya (my second) get ice cream"? Or just Brinley?"
🧒 "Just Brinley!"
🧔🏻 "Yup! If NO ONE does the chores today, should you STILL get ice cream?"
🧒 "NO!"
🧔🏻 "Right, and that's Capitalism. But, if someone is hurt or sick or can't take care of themselves, should we help them?"
🧒 "YES!"
🧔🏻 "Definitely! Can you help more people when you have a lot of money or only a little bit?"
🧒 "Ummm.... a lot of money?!"
🧔🏻 "YES! So when I'm here in my office every day trying to make a lot of money, it's on purpose..."
********
My little quip "get rich, give back" is not a cute saying...
I study MONEY a lot!
********
💵 Money is man-made
That's FANTASTIC NEWS!!!! Cause IT HAS RULES! (learn the rules, beat the game)
If so, I need to keep going deep learning Capitalism and learn the rules of money!!
I believe the 'entitled sickness' is spreading in the world...
🤺 And I believe quite the opposite:
I am 'due' nothing
I 'deserve' (i hate that word) nothing
I fight for everything
I defend my message that you should get rich on purpose...
It's not evil...
Capitalism fosters personal power and growth 💗 , and God has been all along my pursuing path🙏...
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I've been studying more economics lately...
I have a new bookshelf of 'basic economics' books (haha, they're so huge)...
It's a hobby of mine and not something to fear (which I used to)...
I've been playing the CashFlow game A LOT...
I've been talking to big, rich people about their personal finances...
I've been learning lots of vocab...
⚡️ "Poor people own everything but control nothing...
⚡️ Rich people own nothing, but control everything..."
********
Yesterday I was in Russell Brunson's office and spoke to him about what to do with the cash from the funnels...
🧔🏻 "Russell, what if I made a product or two with no other purpose than to store up for future cash flowing assets?!"
🤼♂️ "Stephen, ALL of your products should be geared towards that..."
oh, yeah... hmmm...
Understand that I'm only 4 years into the funnel game (8 years into the entrepreneur game)...
Compared to a normal profession, 'offers and funnels' is such an EASY thing get good at.
"Steve, but, but, but..."
but LOOK AT IT!
>> Where else does this kind of time-money leverage happen?
✔️ I have funnels AUTO-SELLING EVERY DAY...
✔️ I'm not boasting. It's what I TEACH YOU TO DO!
✔️ And I KNOW stuff is broken or needs improvement in my funnels (that's my point - you don't have to play this game perfectly for the market to find you worthy enough to pay you - perfection ≠ cashflow)...
I'm only concerned with the REQUIRED pieces that cause cashflow. The 20% that causes the 80%...
********
⭐️ Much like we create frontend-breakeven funnels to remove ad spend and make profit in the backend...
⭐️ I'm structuring my business like the 'frontend-breakeven' to my personal investment strategy, which fuels my investment-backend...
--- DISCLAIMER: I'm not your finance guru and won't pretend to be. I'm merely documenting my journey, and these are the 'problems' i now need to look at as my journey is progressing...
********
🎤 My event, OfferMind, was BUILT to 👨🏫 show you how to design and launch LUCRATIVE offers...
(many of you have a good enough offer but are still broke cause it was never 'launched' or 'evergreen-ed')
I've built quite a lot of successful offers now, and they're getting larger...
And there most certainly IS a pattern to the successful ones...
"Get Rich, Give Back."
That path has caused more personal growth in my that any personal development course could ever hope to deliver...
Unapologetically >>> Get Rich, Give Back...
Your Friendly Neighborhood Capitalist Pig...
#notsorry
#oink
If I call myself a Capitalist Pig, I need to keep learning Capitalism itself and learning the rules of money.
I believe the entitled sickness is spreading and it's spreading in the world, and I believe quite the opposite of that mentality.
I am due *NOTHING*
No one owes me anything. I don't deserve, (I hate that word), *ANYTHING*
I hate it when people say, “You deserve it.” Bha, No man, I don't deserve a thing.
I'm willing to fight tooth and nail for every single inch that I gain..
The other day, someone asked me, "Stephen, are you ever nervous about losing it all?"
I'm like, "No, because I know that most people can't hack my work ethic, so, uh no.”
Even if everyone stole EVERYTHING from me, they can't create it on their own, which means I'm gonna outlast 'em.
It takes just as much work to steal as it does to do it on your own
... which is hilarious.
When you steal, you don't have the mentality that it took to make it.
You know what I'm saying?
So that doesn't make me nervous at all.
I fight for EVERYTHING. I defend my message that you should get rich on purpose.
MONEY is NOT evil.
*Capitalism fosters personal power*
I watch more people grow and progress in their lives when they try to actually be industrious.
So Capitalism fosters personal power and growth, and God has been all along my path while I pursue this.
Perfection does not equal cash flow.
Cash flow comes way before perfection, but I think people try and learn what I teach to such a degree that they're like, “It has to be perfect, uhh. uhh, uhh...”
*Just Execute*
Sales Funnel Radio is about me documenting my journey on the way to certain monetary figures, or as I go create the next asset or whatever.
So as far as me documenting my journey on this, this is me documenting it.
One of the things I've been running into now is what do I do with the cash that's coming on in?
(It's very protected in these different asset protection entities. It's very protected; it's all over. We've been building it smartly, which is great.)
There are two reasons for this episode...
#1: I want you to come to OfferMind.
OfferMind is NOT about funnels. OfferMind is specifically about mechanisms that cause cash flow whether for your business, or your personal finances.
We have some really cool surprises that I don't think much of this audience knows about.
And I'm not making fun of it, but for a lot of you guys, this is your first stab into the business space, but it's been my obsessive focus for 10 years now.
I mean, we didn't eat unless it was working for a little while there.
Most people have NOT made that jump or been able to feel that kind of pressure on their lives. And so you learn it different.
So what I'm telling you guys (and the reason why I'm sharing this with you) is that…
Capitalist Pig T-Shirts are now available.
Go to capitalismswag.com.
We're only gonna do this swag drop like once a month because I'm smart on swag. I don't know if I can say that - it sounds conceited 😉
But I'm NOT gonna buy a bunch of swag and have it sit there on the shelves, (all that money sitting there) - we're hoping that it sells.
So I'm only releasing the shirts once a month for a couple of days.
If you want to know when the swag drop's about to happen, join the waiting list because that list that I tell like:
“Hey, it's coming out. Boom! "
It'll only be open for brief periods, then we'll ship it out to you real fast. That's how we're gonna do it. I'm really psyched about it.
We also have other shirts that say:
I got 99 problems but my pitch ain't one.
Another one that says, “It's Monday, Baby!”
... which is actually gonna be a show soon, (which we're very excited about), 'cause Mondays DON’T suck! What sucks is what people are doing.
I love Mondays, Mondays mean I get to work really hard.
Anyways, we have another one that says:
Work for the system, or build one
It's true, those are like the two options.
Anyway, we're gonna keep making really aggressive shirts that have a point.
It's NOT meant to be offensive, but if someone gets offended, that's okay.
I believe that socialism is spreading, and this country is starting to beg for it. In order for me to fight the spread, I gotta get loud… and so do you.
I don't have a problem helping people, I think that you should… we do. I'm all about using your resources to go help other people. I believe in that.
But…
I don't believe in straight up handouts that people live off.
I very much am against that, and if that offends somebody. I won't apologize for that, 'cause I think it's wrong.
So if you wanna stand with me, and get real loud about what Capitalist Pig means… it means, *own your crap*
If you're gonna get paid, understand you're gonna get paid to the degree of the value you create in the marketplace.
So the question is…
How do I solve more problems in the marketplace?
It's NOT unfair for the rich to be rich. No, screw that, they figured it out, congrats to them.
If someone's like, “Oh that's so unfair they’re rich,” UNFAIR! are you kidding? Oh man, I wanna go freakin' nuts every time I hear someone say that.
Like, “Get out of my audience if you believe that.”
UNFAIR! It's NOT unfair.
They went and provided value to the degree that the market said, “Yeah, I'll pay a lot of money for that if you sell that to the market.”
Go do that.
That's okay, 'cause there are people out who can't serve themselves.
There are people out there who can't work or can't take care of themselves.
And yes, I do believe that it's our blessing and obligation to take care of those people as well.
This is a different style episode that I know I've ever done in Sales Funnel Radio, but it's my beliefs. I really believe that.
Your business better be solving a problem. Solve a problem, get paid for it, and get paid real well…
..but solve a problem.
Help people along the way, otherwise what the heck is the point... you can be rich and lonely.
So…
Make A LOT of money
...know that that's why I do this, and why I wear this shirt.
I try to wear it in public places, and I love getting some of the scowls.
Frankly, a lot of people say, “Oh, I love that…” and I'm like, “Right! Seriously, we need more of this.”
Be industrious my friend, no one owes you a dime.
No one owes you a thing, and when you treat it that way, you will be shocked at how much of a beast, animal, superhero you will become in your own right.
You start holding personal power in your own hands.
And you say, “You know what, I'm willing to feel a little bit of discomfort while I figure out this whole money thing,” ' and then you start moving forward.
I'm massively, massively pro for everything I'm telling you right now.
I'm very against socialism, for hand out's sake.
I'm very against it, and I'm not saying like, “Oh yeah, that's too bad.” No! I think it's wrong. Go get paid, to the degree of the types of problems that you solve.
The amount of money you make in this life is akin to the types of problems you solve.
So if you wanna solve a problem of how to put groceries in a sack at the end of a grocery line, you're gonna get paid accordingly to how much of a problem you're solving there.
That's NOT much of a problem; therefore, society doesn't pay you that much.
It's NOT about fair, it's about value.
You wanna make more money? Learn how to solve bigger problems.
It's super fun WHO you become as you do that, and that's kind of like the pseudo-theme of Sales Funnel Radio.
That wasn't on purpose, I was just documenting my journey.
I was like:
“Dang, I had to shed that character flaw. That sucked.,Nah, dang it, I don't wanna let go of that one, but I see that my message needs me to let go of that one.”
That's one of the fun parts about the game, and that's why I wear this shirt, and that's why I wanna invite you guys to do the same.
I'm really, really sick of all of the entitled crap, (and yes it comes from baby boomers too), yes it comes from everybody.
It's a mentality that's coming from everywhere.
And I want you to look at this shirt and be like “Oh, yeah, you know what, I'll be a “Capitalist Pig” in your eyes.”
I'm gonna go get paid really nice because I solve actual problems. That's cool, I don't believe in feeding off the government... or “Who's gonna take care of me.”
*Own your crap*
Move forward and say, “How can I own my life,” and you'll become this person, that's like the funnest part…
The money's fun, but what you become, “oh my gosh,” that's the funnest part about what I do.
I turn around six months after coaching somebody, and they feel like a new person.
They’ve got self-confidence, and they own it, and they are moving forward.
I know I get the results for people, and I’ve been labeled prideful, for helping get people to that spot.
Being confident in your ability to deliver a result is NOT pride
…. and that was a HUGE false belief I also had to overcome in terms of becoming a Capitalist Pig.
I'm inviting you to become a Capitalist Pig.
(Go to capitalismswag.com)
Know that I really stand behind this message.
Go get rich, on purpose, it's NOT gonna happen on accident…
You hear me clearly as I say that? It's NOT gonna happen on accident.
You may already be rich... but maybe not...
You need to have intent, clear intent, and purpose behind getting money and causing value in order to do so.
I tried to buy oink.com... whenever someone's like bashing me online, I just put #oink
I'm like, “Yeah baby, lean into it sucka, 'cause I'm not apologizing for what I believe, and this is what I believe.”
*Get some cash on you*
“Steven, why do you call yourself the Capitalist Pig?”
Ahh, there are several reasons...
I had a lot of beliefs around money that were NOT correct, and eventually, in order to actually launch, I needed to change my relationship with money.
It's one of the BIGGEST steps that most entrepreneurs need to take.
So I wear this shirt that says Capitalist Pig, loud and proud, as a reminder of the power and responsibility that we've been given as entrepreneurs.
If this is resonating with you and you believe the same, go get your Capitalist Pig Shirt at capitalismswag.com.
I believe in Free Market Capitalism and its personal development power.
Entrepreneurship is the best personal development course that you never enrolled in.
Entrepreneurship is NOT about greed or being flashy.
Entrepreneurship doesn't discriminate, it treats Baby Boomers and Millennials the same.
Entrepreneurship pays you more, the more you personally grow.
I believe that money is the reward for my discipline and the types of problems that I solve.
I believe the sickness of entitlement is spreading, and I'm quite the opposite, I am due nothing.
I deserve, (I hate that word), I deserve NOTHING.
I fight for EVERYTHING.
I defend my message that you should get rich on purpose, and it's NOT evil, and I am vehemently against socialism.
I believe true change will come from entrepreneurs and society, NOT the government.
In the words of Grant Cardone, "Money can't buy happiness, but broke can't buy anything."
Capitalism fosters personal growth, and God has been all along this journey.
I believe the pursuit of riches creates strength of mind.
In the words of Mark Cuban, "I don't care what anyone says, being rich is a good thing."
Money doesn't change me. Money amplifies me.
If this is resonating with you, and you believe the same, go get your Capitalist Pig t-shirt, at capitalismswag.com.
My friends, Get Rich, Give Back.
Follow along and create your own Value Ladder as I show you how I designed my personal one.
This is part two of this series.
First, I walked you through the principles I use to design and develop my value ladder.
And today, I wanna teach you MORE about my personal value ladder, (and give you a sneak peek into my EXCITING plans)...
VALUE LADDER MARKETING
The value ladder is super important and very powerful.
However, sometimes, after reading the book DotCom Secrets, people try to design their ENTIRE business before they even have a product or a funnel.
*DON’T DO IT*
However, the value ladder is NOT something that I try to design, or feel that I need to have designed before I start moving.
I want you to know that the value ladder is very malleable; it's something that’s designed as you move forward.
It flexes as you go... and as you get further along the path, your value ladder starts to become more solid.
If you've not read Part #1, (shame on you), go check it out before you read any further, (it’ll make more sense - honest).
In Part #1: I teach you under what context I even try to develop a value ladder.
And I use the following definition from DotCom Secrets to define the function of value ladder:
A value ladder is where you want to take your client.
First, a quick recap of Part #1...
Before you can even think of starting to create a value ladder, you need to know:
... the value ladder starts in that whole five-step process.
I also talk about value ladder education being the easiest way to make MORE sales...
In fact, my team and I, have a funnel building template, and towards the bottom, there’s a whole section called value ladder tie-ins.
HOW TO CREATE A VALUE LADDER
So here’s a value ladder …
I’ve got…
All these funnels work together…
(... by the way, this might be one of those episodes that might be helpful for you to watch on YouTube).
I have eight different mechanisms that we use to auto-educate customers and ascend them through the funnel.
People on the bottom of the funnel are ascended through email sequences, thank you page webinar, etc, which let them know...
"Hey, since you bought that, did you know you could go buy this?"
Now that we've already acquired the customer with a dollar in, I don't have to pay for them again (we've already paid for them).
Let's say it's $1.00 in and $1.30 back out on the bottom of the value ladder…
Now, if I can just automate their ascension, I don't have to pay money to do that.
...and that's totally cool.
DIFFERENT BUYING STYLES
One of the most shocking things for me when I first attended an Inner Circle Meeting… (I remember it was an amazing day)...
Russell Voxed me, and goes, "Dude, do you wanna come to the next Inner Circle Meeting and just sit in?"
Honestly, I felt like I'd just died and went to heaven…
I was like, "What? I've wanted to be in The Inner Circle ever since I heard it existed, are you serious?"
Russell goes, "Yeah man, just sit on the side, you can keep working on stuff, but just so you can kind of get a feel for more of the thing."
I was like, "Absolutely man!"
What was crazy is that at that time, ClickFunnels was not that old; half of The Inner Circle had still NEVER read DotCom Secrets …
... but they were paying 25 grand to be in his Inner Circle.
I remember thinking, “ ...are you serious?”
And at first, I was like kinda, like, “...that's dumb. Are you kidding me?”
But you have to realize that different people will buy different things from you.
So we have different places in the value ladder to cater to different buying styles.
For Example:
Right now, I would rather just pay the author to teach me their formulas, than go read the book.
You know what I mean?
And that's EXACTLY what Russell’s Inner Circle were doing.
In the beginning, when I had no money, the free plus shipping book and the bottom of the value ladder stuff definitely made more sense for me.
But now, I'd rather just go to the top and learn straight from the person…
Which is why…
...but with the understanding that…
MY PERSONAL VALUE LADDER
I want to show you my personal value ladder…
...and it's so you can learn how to develop your own.
Some of what you’re gonna see isn’t even launched yet… ...and it's to illustrate a principle.
Now I have two value ladders, and a few people have said, "You can't have more than one business."
And that's generally true... until you have teams.
There are a lot of funnels that I haven't touched in like a year... and they still cash flow really hard.
I can go build other stuff, as long as I have systems
And so I do have a second value ladder.
But what I’m gonna talk about today is *My Core Offer* value ladder… (you can check it out on capitalistcoaching.com and stevejlarsen.com)
So when I start building my value ladder, the main thing I want to do is prove it’s core idea, and I actually have several steps with this.
Now, if you were at Funnel Hacking Live last year, (and if you weren’t, I would strongly recommend you go next year)…
It’s one of the purest forms of marketing knowledge that I believe is out there.
One of the reasons I love Funnel Hacking Live so much is because it opens your eyes to things that you didn't even know were there.
There are people not just doing it, they're really freaking successful - so you get to learn these powerful things right from the horse's mouth.
For me, it's the place where I get immersed, and I'm like:
“Holy crap, I didn't know that you could do that in that industry. Now that's NOT my industry, but what if I took that idea and pulled it into my industry?”
That's why I LOVE Funnel Hacking Live - it's like a decade of learning in a weekend.
It's all in one shot; there's no way you’d get all those HUGE people to teach you that for the ticket price anywhere else.
OfferMind, on the other hand, is very step-by-step on how to launch *YOUR* thing.
OfferMind and FHL are meant to be companions.
So, in the middle of my value ladder, I have OfferMind.
Now the reason why I put OfferMind in the middle is because I wanted to test out the idea of the value ladder.
I wanted to make sure that I had it ironed out all the places.
The reason it's worked so fast for me is that I've been teaching this stuff, .doing it myself, coaching people, and helping people make a million dollars for a while.
So last year's OfferMind was me reteaching it in my own format, and teasing out the sticking points in people's understanding.
I was like:
“Oh okay, there, okay, I didn't know that that would be a sticking point, okay. Oh, there too, okay I didn't know that would be a sticking point either.”
… it was cool because I was able to go in and iron a lot of sticking points out.
It's was the same principles, I just wanted to make sure that I was teaching them well.
So, I taught that and I was like, “That's sweet!”
On my value ladder, above OfferMInd, I have a program called OfferLab…
TOP OF MY VALUE LADDER?
Now the purpose of OfferLab is to get my time and my team's time to help you launch your offer.
It's a year-long coaching program that includes a live event where we help you actually get your thing out the door.
There's a lot to this, but it's actually really simple when you just see it in one shot.
And people make a lot of money with it, which is great.
However, the top of my value ladder isn’t just OfferLab - there’s some other stuff too that you probably haven’t heard about because they’re NOT launched yet…
So at the Top of my Value Ladder, I have…
Business Syndicate is the coolest URL I have ever bought in my entire life.
What I'm doing with Business Syndicate is fighting against Shark Tank!
I wanna fight against the idea that I have to go get VC funding.
I love the show Shark Tank, but I hate what they do.
Shark Tank teaches that you need funding in order to grow your company.
*NO! YOU DON’T*
If you know how to build a front end funnel you don't; 99% of businesses do NOT need funding.
99% of people who take funding, usually don't need it.
Now I understand you might need a loan if you're building a big factory or some manufacturing plant. I get it.
That's why I'm saying 99% of the time, most businesses *do not* need capital… they just need to know how to build front end funnels.
So many people ask me to build their funnels for them, I was finally like, “Alright! Let's do it! “
We're actually gonna build a studio like Shark Tank, and people are gonna come pitch me and my team on building their funnel in exchange for a small portion of their business.
So we're not gonna given them funding, but we have skin in the game!
That's the difference, that's why I love it.
Because in Shark Tank, they don't have skin in the game!
They put their money up, but a lot of times, they don't do that much else.
I've seen the other side of that when we were building stuff for CNBC for The Profit … they'll help for a little while, but it's the cash injection that's their big input.
What my team and I wanna do is actually build funnels for all these different companies.
Anyway, stay tuned on that because it's NOT launched yet, but that's what we're doing and that's where I wanna go.
BOTTOM OF THE VALUE LADDER
Now, going down, I have a webinar that we're launching called Create Your Offer which will teach you what my book is gonna teach you, but far more handheld.
My book is called also called Your Core Offer.
There's one more piece we're actually coming out with which I'm super psyched about.
We're gonna start putting out a newsletter.
The newsletter is gonna be part of the continuity, and I want it to be cheap - because I do really high quality.
I teach you stuff that most people charge for.
So what I wanna do is make something that's really cheap, but just gets a few more how-tos, kind of more the tactical side.. because I can only get so tactical on a podcast episode, right?
So we have something called Offers For Profit, which is a newsletter.
It's gonna be super cheap, like nine bucks.
It's NOT really necessary to make a ton of money on - it's for other reasons, (which I'll talk about more when we start launching).
In continuity we have:
...there are other things that are more of continuity, that I'm not really ready to disclose yet ;-)
THE FREE ZONE
Now, even further down, is what I call the FREE ZONE and this includes:
… it's a lot of stuff.
ONE-DAY EVENTS
Inside OfferLab there's actually all these one-day events that you’re gonna start seeing me do as well…
You can fly out for a day, and I'm gonna deep dive on just that one subject in a very, highly interactive and cool environment.
… just a straight day of me teaching you campaigns from 9 a.m. to 9 p.m.
I’m gonna go deep on those days.
So, on my Value Ladder (and already in existence) there's…
All the rest of the things on my value ladder are NOT done.
A QUESTION FOR YOU!
Q: Why on earth would I tell you about all this stuff before it's ready?
A:
If I wanna make sure that OfferMind is the most insane, ridiculous core of the whole value ladder - I need it to over deliver to the freakin’ hilt.
And so…
I can’t do that if I launch a million things at the same time.
So, I'm NOT gonna say “Yes” to building someone's funnel yet.
I don't care how much money it is - it has NOTHING to do with that.
It has everything to do with:
...because I built my name on doing that.
So all I'm doing right now is just focusing on OfferMind, while we buy an office, and actually, get an assistant….
Does that make sense?
Understand that this stuff comes in order, and because of that, it's actually a gift.
It means I don't have to think about it for a little while.
As of very recently, I know what my value ladder is gonna be, (like a week or two ago).
So while you're launching your stuff, just know that almost no one knows how all the pieces fit together at the start of their journey.
If you came to Funnel Hacking Live, I taught you a little bit about my methodologies on how I learn and move forward.
All I wanna know is the blueprint.
*My VALUE LADDER is the blueprint*
And what blueprint am I following?
I'm following the info product model and the coaching model - because that's what everyone wants from me.
There's some structure stuff that I'm still putting together, I'm not gonna go take on all this stuff and promise all these results, that'd be crazy.
THE 5 QUESTIONS
In Part #1, I talked about the 5 Questions I ask to see what I need to launch next… (go check it out if you need a refresher about the order that I launch and build this stuff in).
“Okay, now I'm ready for my Titans of Industry Mastermind
Now I'm ready for the other things on my value ladder…
I'm really really psyched about EVERYTHING we're putting together.
We're gonna be publishing even MORE than I am now - which I know might sound crazy, but we are.
It's not actually that hard if you see what's going on behind the scenes.
(Come to one of my one-dayers and you'll find out what that is ;-) )
I just wanted to show you what my value ladder is.
So, if you're sitting back and you're thinking, like, "Well Stephen, what's *my* value ladder?"
I wouldn't really worry about it too much…
Your goal is just to figure out the core idea.
… because once you can sell it, BOOM!
PROVING IDEAS
I have another whiteboard, (I have whiteboards all over the place), and it's just full of ideas.
And as we've moved forward, those ideas become more and more solidified. I don't worry about it.
You don't need a value ladder design before you start actually building and selling.
Stop worrying about it.
That's *EXACTLY* how I've done it right here, EVERYTHING that isn't built but is kind of an idea.
And then as time progresses, and I start to listen to the market, and I hear them say things like, "Stephen, we've been wanting a mastermind from you forever."
I'm like, “Crap. Seems like they want a mastermind from me and they've wanted it FOREVER!”
I just listen to the market.
Then I'm like, “What would I call it that would be cool?”
I buy A LOT of domains
...and it's because I'll be like, “...this is what it's gonna be called! Buy the domain, buy buy buy buy buy buy buy!”
Then a little bit later, I'll be like, “Crap. That's not it, dang it, it's this now! Buy buy buy buy buy buy buy buy!”
I'm trying to fish to make sure that it fits with the entire value ladder.
We've also started to develop our own awards - much like the 2 Comma Club Award, but for different areas - it's really cool.
Different awards, different thresholds, different things for you …
There's a lot that goes into it…
It’s far more than me just saying:
What's the core idea?
A value ladder sells an idea, as much as it does a product.
I've enjoyed this, I really like showing you more about how I actually put my value ladder together.
I'm super psyched about all this stuff going down, and hopefully, it's been helpful to you to see it.
Start thinking through this stuff... but put some horse blinders on.
Relax, bring it down, and say:
"You know what, I'm just gonna go make sure that this one idea on the value ladder works.
The whole value ladder isn't worth stressing about or even brainstorming on until you know that this idea is good enough to build out the rest of your value ladder with.
Hopefully, this has been helpful to you, and if you wanna see more get more details, go to capitalistcoaching.com
Same thing with stevejlarsen.com… click on Programs, and one of the options is value ladder, and you’ll see this…
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.
Follow along and create your own Value Ladder as I show you how I designed my personal one.
It’ll probably come as no surprise to learn that I love the book DotCom Secrets ;-)
DOTCOM SECRETS - MY FIRST TIME
I first read DotCom Secrets when I was in the army…
I was on a security line training - it was ten days lying prone in the dirt.
It might NOT surprise you to find out I have a very active brain, and I can only study bugs for so long…
Army uniforms have these cargo spots where you can store things
I kept DotCom Secrets in a plastic bag in my pocket to keep it from all the dirt and the crazy intense rain.
With my M16 in my right hand, I’d pull out DotCom Secrets…
I’d take out my pen from these pen slots on the side of my uniform, lay my weapon down and take notes.
I don’t have my original copy, which kinda stinks, but it was marked to death 'cause I really go deep.
Before I read DotCom Secrets, I was probably on business try number 10/ 11/ 12, or somewhere around that…
But it wasn't long after reading DotCom Secrets that things started really working for me, and part of this was because of the topic I want to talk about today, which is value ladders.
HACKING THE VALUE LADDER
So what is a value ladder?
Right at the bottom of page 23 of DotCom Secrets, it says:
A value ladder is where you want to take your client.
*THAT’S IT*
… that's all a value ladder is.
It's where you want to take your client.
Funnels are NOT the only thing that Russell's popularized in the Internet marketing space- he's kinda credited for being the one that popularized value ladders too.
And now, I wanna teach you…
After reading DotCom Secrets, all my college notebooks were crammed with drawings of funnels and value ladders …
They were HUGE value ladders with tons of steps - they were MASSIVE value ladders.
However, one of the things that I got stuck on was thinking that I needed the entire value ladder planned and designed before I could even start building a funnel.
I want you to know, that's actually NOT true.
That's NOT the way ClickFunnels builds their funnels, that's NOT the way I built mine, but most people think that’s what they have to do.
When I ask "What's the model you're following?" A lot of times what that means is what’s the value ladder?
Do you know the value ladder/ the model that your industry uses most and has all the success with? '
… ‘cause it's the template.
When I started realizing that there where models, I’d be sat in classes thinking, "Man, all I gotta do is follow the model! What’s the info product model?"
YOUR CORE IDEA
Now, if you don't know, we have OfferMind coming up, and OfferMind’s purpose is to to help you find your core idea.
The reason I’m bringing this up is that…
If you guys aren't watching on YouTube, this might be one of those episodes that’s powerful for you to watch, and actually see how I draw this out.
So if we take the DotCom Secrets definition of a value ladder, remember that...
A value ladder is where you want to take your client.
This is a cool framework that you can use to develop your entire company.
But there are a few specific things about this model that I want to share with you that’ll help you get the MOST from it…
HOW TO NAVIGATE THE VALUE LADDER
The goal of the the value ladder is to ascend your customer to very tip-top, (I'm gonna put a star there) - that's where you want to take your people.
The top of your value ladder is where you want your dream customers and your dream product to be.
It's also the MOST expensive step on the ladder.
It's the one where you give the most value, and the most amount of your time, (if you want to design it that way).
And at the bottom, it’s the exact opposite.
It's NOT that you don't want to sell people at the bottom, but the whole point/ the whole idea is that you want to start qualifying people.
I can't draw very well, but let's say this is a phone…
(There we go, there's a little phone right there)
This phone, (a.k.a, value ladder step), is what's calling out to your dream customer.
You bring people in on the cheap step and then you start to ascend them to the top.
So the value ladder is somewhere that you wanted to actually take people to…
I want to show you how I personally design my own value ladder, but first, I want to teach you the principles I use to design my value ladder.
So that next post, you’ll see the application of these principles as I actually teach you what my value ladder is.
HOW TO INCREASE CUSTOMER VALUE
Recently, I’ve been really geeking out lately on this idea of campaigns, and one of the issues I've found is that most of the time...
People don’t buy from you because your offers NOT good enough,
...it's usually 'cause they don't know *WHAT* they can buy from you.
So my role is to create:
… but it's also my role to educate my customers on what they can buy from me.
Sharing your value ladder with your customer base is one of the easiest ways that you can educate your customers on what they can buy from you.
(That's something we're probably gonna take away, but I’ve been doing it for a while though.)
...there's all these cool things that people just don't know about.
And so I've realized, "Man, my role is to educate the value ladder, NOT just the product."
I think it was Peter Drucker who talked about the only two obligations an entrepreneur has are marketing and innovation.
“Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation - P Drucker
One of his definitions of marketing is education for a sale.
Every enterprise is a learning and teaching institution. Training and development must be built into it on all levels - P Drucker
Drucker believed the marketers needed to educated people, so that they’d actually go buy.
My definition of marketing is:
Marketing is changing beliefs for the intent of a sale - S Larsen
(I can feel I’m not telling enough stories, so hopefully, you guys can follow me with this.)
But anyway, I started to realize was that:
I need to create mechanisms inside of my funnels that don’t just sell the product itself - I have to educate people on the other things that they can buy from me as well …
...and that I actually can automate huge parts of that process.
(If you come to my events, I teach much deeper on this)
VALUE LADDER EDUCATION
There are eight ways that I create what I call value ladder education, and they're all automated ways that teach people how to go and make a lot of money.
Now, let me walk through a few mechanisms with you guys.
So I'm a One Funnel Away coach for ClickFunnels, I coach daily, and usually live (unless I'm traveling, sick, or something like that)…
There are like 6,000 people on this last challenge - it's a big one, we're having tons of fun with it.
One of the things we teach is that typically, (even if you're bad), you can make a dollar per person per month on your list.
Typically, you can expect a dollar per person on your list per month.
Now, what I've learned is that the $1 per person per month can easily become $2 with what I'm gonna share with you.
Add a few other things, and you can make that $3 … then as you get better you can turn that into $4/ $5 per person.
Right now, for every person on our list, (our list grew heavily in the past little bit here), but...
With the list that I have right now, we do $3 - $5 per person per month on the list.
What I'm gonna teach you right now is one of the easiest ways to manipulate this formula and increase customer value.
Value ladder education, (a.k.a, teaching your customers what it is they can buy from you), is one of the easiest ways to increase customer value.
There's a lot of automated ways so you're NOT having to be the one putting in more sweat equity.
You just do it once, and it's all automated.
SIX STEPS TO YOUR CORE OFFER
There are six steps that I use to create a core offer.
… they have to go in a certain order as well.
The first thing I do when I'm designing a new value ladder is...
Now once I know what my market is, I wanna know…
I'm not trying to sell the whole market. People mess that up all the time.
Now once I know the who, that I'm trying to sell, I need to know…
Then ‘Who’ leads to ‘What’...
This is where ‘The Dream’ comes in…
Because NOW, from the ‘What,’ I can identify what I call ‘The Core Problem.’
"Stephen, what does that have to do with designing a value ladder?"
It has EVERYTHING to do with it!
And *this* is the reason why you may NOT know what's on my value ladder yet because I'm testing out my core offer...
I've had people offer me $1 million.
It's NOT a joke...
They're like, "I'm dead serious, Stephen. I will give you $1 million for a funnel."
I've said “NO!” - which it's baffling to them…
And, the why, is because of what I'm sharing with you right here.
I don't want to be in a scenario where I'm like, "You know what, I could do that…”
But the REAL question is, “Is it what I'm designing?
The value ladder is the roadmap for my business and my activities.
So if it's NOT time for me to be offering those kinds of deals, “A million bucks??? No thanks!” ;-)
I'm NOT saying I won't take 'em in the future, but, at that time, when the first BIG offer came, the answer was “NO!”
I don't want to be in a scenario where I’m like, "Crap, I'm getting out of line with my value ladder."
When I got hired by ClickFunnels there were only 14,000 monthly users - now there's 92,000.
There were only 40 ClickFunnels employees - now there are 340. It's crazy! It has exploded!
I joined ClickFunnels right before this major, explosive growth, and part of the reason why I know I can teach so much about this is because I was there:
… I watched this HUGE, ridiculous growth happen.
And so, these questions that I'm walking through are the kinds of things that were being tackled when I was at ClickFunnels.
When it comes to value ladder design, people are like,
… that's all great, but *that* comes waaay down the road.
What you need to know first is:
Now, you’re finally at a spot where you can create an offer.
You create a core solution, and from there you create a core offer - that's why I call it Your Core Offer.
I place the core offer in the middle of the value ladder.
And I start at that spot.
WHY HAVE A CORE OFFER?
If you're NOT watching on YouTube, I strongly encourage you to watch this part of it - it graphically helps you to understand these pieces.
I help people find out what their core offer is because the numbers work easier with ads.
If I'm selling something that's mid-tier priced, I only need to sell one of 'em, and Facebook ads are covered for a while.
Rather than me go straight to the top… and there are people who argue with me and say, "Go straight to the top..."
I get it, and I've done that as well…
I'll be honest, the one I don't do first is the very bottom, and it's 'cause it's a little bit riskier.
There’s a quote in my head, but I'm not very good at remembering the names of who said what…
Anyway, the quote is something like:
People spend more money for the same thing repackaged in a different way.
It's a powerful quote, and it's a quote that floats around in this space a lot.
You have to understand that each value ladder is represented by an idea - it's actually a full idea.
I need to prove the idea almost more than the product itself. I’m proving out the idea, NOT just the offer!
So once I know that…
Man, now I can build a whole value ladder.
But too many times, people are all like,
"I'm gonna build this funnel, then this funnel, then this funnel, then I'm gonna publish this, and then I'm gonna make this continuity program..." and it's so fast…
...they build too quickly.
All their focus is on getting that next funnel out... which is great after you've proven out the main idea and after you've proven the core offer.
I hope this is making sense to you?
(It's funny, I wanted to trial close you guys, even though I can't see you right now)
... but hopefully, this is helping ;-)
So, I focus on the middle of the value ladder to prove out the main idea.
SAME IDEA DIFFERENT VALUE
Now that the idea is actually proven for the entire value ladder, my whole goal is to go in, and develop varying levels of value on the same ladder.
I can go do something more high-touch with my time up here. I can go develop a cool mastermind up at the top up here - that's lots of value.
I have the same ideas at the bottom of the value ladder, but now I'm gonna have:
...I'm gonna have all this stuff.
And it works because I've proven out the main core offer and the main core idea.
And with the cash flow from the middle of the value ladder, I get to:
HOW TO PAY FOR EXPENSIVE THINGS IN YOUR BUSINESS
As a business, we're running lean on purpose.
I don't want a ton of people inside of my company as far as employees and stuff like that, I just don't.
But the reason I get to do it that way, and the reason we're cash flowing so hard right now is that I follow my six-step model that helps to clarify the way the value ladder is used...
… but all in good time.
One of my favorite book, Ready, Fire, Aim, teaches that your goal, as a beginner entrepreneur, is just to get enough customers
You're just trying to get a big ole list.
Once you have a BIG list of customers, anything you sell to them afterward is MORE likely to be successful “because so many of your existing customers will buy it.”
… that's exactly how the book it says.
Now, when I need to get more people in a funnel/ business), then I go build something at the bottom of the value ladder.
The reason I don't have a book right now is that I don’t need leads.
It's the reason why I don't have a lot of cheap stuff right now,
I don't need leads.
Do you see what I'm saying?
(I’m gonna make this a two-part series...
I want you to know the principles behind my value ladder so that you’ll have the context when I teach you my value ladder… and it’ll make more sense to you.)
HOW TO KNOW WHAT TO BUILD NEXT?
One of my favorite individuals is Alex Charfen, in fact, I just interviewed him…
Alex Charfen is a BEAST.
I've learned A LOT from Alex, the book Clockwork (great book btw,) and James Friel about building a business…
Now, there are five criteria that I analyze my business on, and this is how I determine what to build next in my value ladder...
Ohh! What's up?
The first thing, I go and I figure out what I'm gonna go build on.
I want to see:
(This is how I personally do it - I know there are different formats here and there)
And so, I break those categories out separately and I rank myself…
For example:
If I start getting low on leads, I’m ranking myself, “Oh, dude, your leads are kinda low right now, darn it..."
I start asking:
ANSWER = BOTTOM OF THE VALUE LADDER STUFF
I don't need more leads right now! That's why I don't have bottom of the value ladder products.
I've had a few people reach out, (and if a few people have reached out, it tells me a lot are thinking it), and ask, “Stephen, why don't you have a book yet?"
The answer is…
Man, I got more leads than I can handle, so that's NOT what my personal business scenario needs right now.
Now you might be like, "Stephen, I need leads." That's great, but don't compare yourself to me.
I just follow the formats and formulas that cause success.
In order to decide what to build next, I answer the questions:
A: You know what, I convert pretty high. So I don't need to focus on the actual sales message or the offer.
A: I deliver really high! I know I do.
A: Well.
A: *NOT WELL*
… so the next thing I'm building is an upsell.
Meaning, there's NOT a lot at the top of my value ladder…
So the next thing I'm focusing on is on top of the value ladder…
... because that’s the thing that I'm suckin' at the most at right now.
I just look at it the value ladder objectively and think, "Oh man, I gotta do this.”
I was listening to the book Clockwork while mowing the lawn, and that's where I learned this...
I've had so many epiphanies mowing the lawn, it's crazy. I'm always nervous to get somebody to go do it for me because I have so many epiphanies.
I need to look objectively at my company, and ask:
Okay, so that's not the issue, so where's the weak spot?
So…
PLAYING TO MY STRENGTHS & WEAKNESSES
As an individual, and a solutions provider, I sell my strengths, but as a business builder, I solve my weaknesses.
That's a big statement, (that has a lot to do with the value ladder)...
As a business owner, I fix my weaknesses, and I only focus on the weak part, to fix these five formula pieces.
However, as a solutions provider, I sell my strengths, which makes total sense, right?
But too many people get it switched.
INSTEAD...
I let the model tell me what to go build on my value ladder.
I know what purpose each phase of the value ladder is for:
And if I am not in a spot where I've tested out and proven the main idea of the whole value ladder, I shouldn't even be looking anything else.
All I'm doing is testing ideas.
Now, I know I've spit a lot at you in this blog- so if you need to re-read a few times, go for it (or check it out on YouTube).
This is how I think about my value ladder, and this is the premise I design under.
I know that I'm tossing A LOT at you with this - it was kinda heavy, but if you like this kind of stuff, we cover a ton MORE in this depth at OfferMind.
Guys, go get a ticket at offermind.com.
We’re, we're pushing pretty hard on tickets right now - so it's super-exciting…
There's a chance this baby will sell out.
So anyway, go get a ticket at offermind.com, so I can teach you how to do this for your own business.
You’ll create a roadmap of what you actually need to do - not just from a business structure standpoint, (which is kinda what I'm showing here), but also from a marketing standpoint of how to actually get your offer out the door.
Thanks for leaving reviews - I just can't even tell you how much that means to me. It's very exciting to see those. Gets me pumped.
We spent a lot of money and a lot of time putting this content out, so your reviews are super fun, and I really love 'em. Thankful You.
Get Rich - 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.
Again, that's OfferMind.com.
Once you know what you sell, your DUTY is to spread your message. This chapter will show you more about my tactics to increase my influence and income online…
I don’t think I’ve ever talked about this publicly….
But before I bootstrapped my way to my first Funneling Live event, I started having conversations with my wife, and all I would focus on was telling her how intimidated I felt...
I was still overcoming a lot of money-based objections in my own head.
In all the promos, Russell was saying things like, “You're gonna be around millionaires...”
Immediately, I my mind started thinking, “I Arrgh, 'm outclassed. I can't go perform in this game. There's no way…”
Finally, my wife was like, “Don't tell anybody that you're not a millionaire yet. Who needs to know?”
… and I felt like I had to hide.
BUT LET ME TELL YOU…
First of all, understand, that was the most absolutely wrong mentality that I could have taken, I just didn't know any different.
Second of all, I didn't understand that during those first few years, when I didn’t have influence or income, I was actually in one of the most powerful positions of my entire life.
.
INFLUENCE & INCOME ONLINE
Looking around now, I see it a lot of people who (like me) have their own dreams... but as they start to pursue them, they look at the assets, the influence, and the authority of others ahead of them in the game, (and just like I did), they feel:
...which is one of the reasons I really feel like I understand where the mind of a brand new beginner is - because I walked the path and it sucks.
I felt VERY outclassed.
But if that’s how you’re feeling at the moment, I want you to understand that…
You don’t need to start with Influence and Income in order to get them.
… I certainly didn’t.
HOWEVER…
The good news is that there are a few simple plays that you can use to help successfully increase both your influence and income where you’re a beginner, or further down the road.
HOW TO BE INFLUENTIAL
So anyway, about eight months ago, I was asked to be a part of this project and because of how long the project took, (I'm not complaining at all, it's just the nature of the project), it took a long time to come to fruition…
… it takes a long time when you're working with the kind of people that are involved in this kind of project.
A lot of the BIG guys have launch calendars with their time planned out for months in advance.
I already have a launch calendar; I know exactly what I'm gonna be promoting in five months from now.
Another Example:
You may not know that the One Funnel Away, 30-Days Book was in the making for like six months, but no one knew…
It’s the same with some other projects that I can't talk to you about… ;-)
But…
The book that I was asked to be a part of, about eight months ago, is called Influence and Income Online…
And the prompt I was given for my chapter was:
What are some of the steps somebody should take to master influence and income online?
I do A LOT of coaching… (the One Funnel Away, Two Comma Club X, OfferLab, and OfferMind)… and *that* question actually comes up frequently.
DO YOU HAVE THIS FALSE BELIEF?
One of the most common false beliefs out there is that:
“ Stephen, no one will buy from me because I don't have any following. I have no influence or no authority on the internet.”
And I got to tell you, ...that's just a completely false statement.
You have to understand that three and a half/ four years ago, no one knew who I was…
*NOBODY*
I haven’t even graduated from college when I went to that first FHL…
Then I started working for Russell... and still, nobody knew who I was for a little while.
And that's okay - that's a part of the game.
That’s why I tell everyone to ‘freakin’ publish’ - because it gives you instant authority.
So anyway, I wrote this super thick, incredibly juicy chapter to answer the question of how you get influence and income
I write for a lot of books now. I actually love writing.
You guys may not know, but I was actually the head editor of the yearbook in high school, and I got three Colorado State Awards for my layout designs.
I was NOT a writer, but I did a lot of layout design.
I've always liked writing about the topics that I like to write about, but I HATE writing about topics that I don't like.
Which might sound, “ Duh- obvious!” but I didn't do very well with papers in school because I was like, “I freaking hate this.”
But when I'm really passionate about the topic, I actually love to write.
If you’ve read my chapter for the 30-Days Book, I really enjoyed writing that, (and there are others in the works)...
Moving on…. Uh, *AWKWARD MOMENT*...
I can't tell you the other things coming up, but I can tell you about this!
THE INFLUENCE & INCOME ONLINE FORMULA
In Influence and Income Online, 30 Millennial Millionaires were asked to write a chapter … (a.k.a people who have done a million in their business, who are millennials).
Before anyone who's a baby boomer says, “What can you guys teach me?”
… the proof's in the pudding, man.
There is a formula to getting influence on the internet.
...and that's what I talk about in my chapter:
I geek out about formulas, and it's because I don't like flash in the pan strategies.
About year and a half ago, I was asked to speak at an event - I'm not throwing rocks, but the whole theme was strategies to help create HUGE authority in business.
And I think I offended a lot of people because I stood up and said:
“Hey, you know what's interesting about getting authority on the internet? It doesn't matter for a long time.
In fact, it has very little to do with your sales - FOREVER.
Don't focus on getting authority upfront, go focus on providing value. Go focus on providing a really cool solution to a problem and authority naturally comes.”
What I go through in my chapter is a formula - a very easy three steps that I just continue to rinse and repeat so that my authority (I feel weird saying that), increases.
I truly believe that if you just want to know the formulas that create influence and income on the internet, it's not that hard.
I call them axioms….
There are three separate axioms you can go through that enable you to harness some influence on the internet.
Some of them you can probably guess, but some of them you won't - so I'm excited about this chapter.
It's a legit book; it's NOT a pamphlet.
I wrote an actual pretty thick chapter there and I think you’ll really find what I put in there to be helpful.
One of the axioms is to publish but besides that…
...what I share with you in that chapter are some of the reasons I've been able to do EVERYTHING I have in the past four short years.
I mean, I've only been gone from my job barely a year - it's literally NOT even a year and a half yet as I record this.
*That's saying something*
There are hundreds of thousands of entrepreneurs who in the middle of their nine to five and doing things on the side…
What is it that's massive eyeball Steve Larsen did and figured out to kind of hack the game?
That's exactly what this chapter teaches you.
I had someone reach out and say, “Stephen, you give so much away in your podcast. Why should I ever buy any of your stuff?”
Well let me be very frank and clear with you; I’m NOT giving it ALL away on the podcast, but I’ve got really good crap, so the little bit that I do give away is still really awesome…
Sooo…
*GO GET THE BOOK*.
“Stephen, are you pressuring us?”
YEAH, YOU BETTER BELIEVE IT!
Dang straight, I am... because I know that this chapter can really, really help you implement what I share.
RAIDING THE COOKIE JAR
One of my favorite people to follow is David Goggins...
I LOOOVE David Goggins.
He's very tough to listen to, and he swears like crazy, so if words offend you, don't follow him.
One of the things he talks about in his ideology/ methodology is concept of ‘The Cookie Jar.’
The concept is that ‘anything that I go through in my life that’s tough is actually a cookie for the future.’
So when I'm about to go through something that's very challenging and intense, I will look back and go to my ‘cookie jar…’
You probably don't know, but I get actually really nervous when I'm about to get on stage, (it might shock you and surprise you to hear that).
I love it, it's where I want to be, but I still have a hard time.
Steve killed Stephen, but sometimes, I'm just naturally Stephen:
The Three Axioms that I talk about in my chapter are literally the mechanisms that I use that helped me gain influence and then afterwards, income on the internet.
Sometimes you just gotta cut the mental crap and do the thing!
You've got to be willing to do things and NOT get paid for them for a little while, and that's okay.
The MASSIVE payouts come a little bit later.
...but so many people are like, “Well, how is this gonna help me immediately?”
It may NOT for awhile - *SUCK IT UP*
Keep doing the things, and after a while, it's like that quote from The Titans, “just like Novocaine, works every time, just takes a little time,” whatever the quote is...
So I created a cookie jar, to remind me of the tough things I went through and when I'm about to go do things that are more challenging, I'm like “Oh man, just do it.”
GETTING OUT OF YOUR OWN WAY
In my content and coaching, I talk a lot about:
...all those are great, but...
If you can't even do the stuff because there’s crap in your head that's holding you back - stop studying strategies.
It's time for you to sit back and do a little bit of self-work and ask:
There's a lot of you out there that follow me, (and I appreciate you doing that), who are gonna sit back and say, “Stephen I know that strategy, I've heard you say that before...”
But if you’re your wallet's still thin you need to get introspective. This game has very little to do with what's the next method and strategy.
I run the same five plays day after day... it's the same thing and it makes money.
But I had to do A LOT of self-work in order to actually qualify to pull off those methods, those frameworks, those patterns; those football plays, as I think of them.
So I'm excited for you guys to get this chapter.
And when you read it, some of you might be temped to discredit it. DON’T!
Instead of saying,“Yeah, right,” ask:
What if there's a chance that these strategies could actually work for me?
They're NOT hard, but they're scary.
So I challenge you to go learn them, and while you confront them for the first time in your life, here's the challenge…
I want you to sit back and think to yourself, “What’s my knee jerk reaction right now?”
Because if it's anything other than, Whew, let's go get 'em,” what is it? That's important.
It shows you what the hangup is in your brain.
So when you look at these strategies, it's just like three things I just continue to do…
It's like five strategies marketing-wise,( acts of marketing), that I just keep continuing to do and our income is going up 10% a month - which is ridiculous growth.
I just do the same thing over and over again.
Here's a little moment of tough love because I care about you because you have all this negative talk.
It's this negative feedback loop and you're looking for reasons in your history that disqualify you from moving forward.
So go get the book on Amazon, and as you move through the chapter, write dow what comes up for you.
I've noticed that the entrepreneurs that actually make it and succeed in this game are very, very introspective.
It would probably shock most of you to realize that probably only half of the time the people who get up and share at Russell's Inner Circle are talking about strategies, the rest of the time, we all go through our internal struggles...
We all go through it!
It's the negative crap in the head that we all have to get over
You understand?
HEAD JUNK
This is such a key thing that Russell Brunson actually hired a specific coach to help the inner circle with their own junk in their head.
Seriously, there is a dedicated coach who studied under the foot of Tony Robbins himself, she's amazing. She's super, super good. Her name is Mandy Keene - she’s incredible.
But you understand how big of a deal this is?
Russell's teaching the strategies but he's like, “I need somebody who's gonna come in and help work on their brains.”
He actually hired somebody while I was still working over there.
He hired a specific individual who is a master at helping people overcome the junk in their head.
What does that tell you?
If you've been focusing only and solely on these strategies, that's great to know them, but I was doing that too…
...and after two years, I was on try number six of 17, I was doing the same thing.
I knew all these strategies, I knew how to run 'em, but the thing I was running into was my mental crap.
I hate saying the phrase mindset because it's such a fluffy, crappy phrase now, and we all use it in such weird ways.
“What's your mindset?”... and it goes to woo-woo land. I hate that crap, but there is something to it.
And if you've not taken a moment to sit back and go, “Okay, what is it that's actually keeping me back, because it's not the strategies?”
It’s no longer, “Oh I hope someone's gonna go make that tool.” That time and season are over.
All the tools, all the strategies, regardless of product, price point, industry, regardless of if you sell on the internet or off the internet, the crap is here:
… all the stuff that you need is here.
… and that's important to realize and understand.
So what is my role?
It comes down to what I talk about in this chapter:
Do you need influence to have income? No. Does it help? Yes.
Of course, it helps.
That is what my chapter goes through and that's what I'm excited to teach to you guys.
This is very, very important.
You have to understand, from my position, I have a very unique set of eyes. I've coached 25,000 people personally in this game now - that's not a joke..
Why do you think so many washout?
“Stephen, my business is different.” NO!
It has everything to do with your ability to actually execute.
And when I say that, there are things that keep you held back…
Are you sprinting at executing the models?
If you're not, that's exactly what I'm talking about...
And if you are executing, there are things you can do to leverage your time, so you're not spending a ton of time gaining more influence.
You still get influence... but not with tons of your own time.
That's the point of the chapter.
And you're not just gonna hear it from me, you're gonna hear it from 29 other amazing gurus, like Josh Forti and James Smiley, who also answer the question:
How do you actually get influence and income online?
So I'm excited for you guys to have it. Swipe up, swipe down, wherever it is, above this video, down below this video, at the end of the video, and go get the chapter.
It's NOT expensive, but the information is very, very amazing.
How many new books do you think I get on a daily basis here?
It's at least three or four books a day. I buy a lot of information.
WHAT’S IT WORTH TO YOU?
This has actually happened multiple times, one of my friends, probably four or five years ago, said, “
“Stephen, how are you doing all of this thing on the internet?”
(This was right about the time I started actually having success for other clients.)
I said, “Dude, you've got to go get this book. It's called Expert Secrets, it's amazing.
And he goes to expertsecrets.com, and he's like, “This looks like it's a scammer man, I don't know. I don't think this is actually gonna be a thing. $7.95, I don't know if I'm willing to pay that for the book.”
And I was like, “What! You know me. What is wrong with you?”
About a month later, he reaches back out and he goes, “Dude, seriously, how are you doing this stuff?”
I said, “Go buy the book.”
He goes, “I went back there, dude. It looks like it's a scammer. I don't know, it's a scamming site. $7.95, I don't think I'm willing to part with that for a book.”
I was like: “You're not willing to risk $7.95 to have passive income that exceeds what your job pays you and all the expenses in your life? Don't buy the book. I disqualify you. Are you kidding me?”
And it ended that way, and he's still never bought the book.
I had other buddies that went and bought it and now they have these businesses that they left their jobs and they do it full-time. Now they've got teams…
So it's just so funny to me…
Buy the freaking book, it's a few bucks - it's called Influence and Income - I'm excited for you to have the chapter.
Click the link at the end, go to the link that's at the end, swipe up, again get the book - this one's worth your time.
Hey, you want the worst marketing advice on the planet?
“If you build it, they will come.”
Barf! Such a lie.
You still need to get attention, no matter how good your product is, right.
A major benefit of this funnel and offer game is your influence and income will grow over time.
So more time in, more offers, more funnels - they all add to the future success of the product.
But what about in the meantime?
In my personal belief, seeking influence for the sake of it, for the sake of just becoming an authority figure, it's kind of dumb and I make fun of it.
But once you have a product that you know adds value, you owe it to your future customers to create buzz.
If you want to see three simple moves I make over and over and over to increase my personal reach and influence; I just wrote a chapter in a new book on Amazon called Influence and Income.
Literally, go to influenceandincome.online and it'll take you straight there.
Recently a man walked up to me after an event and basically said:
“Stephen, not to make you feel weird but a year ago, if you'd have been a little bit louder with what you really do and found ways to push your message further, I don't think I'd be in the mess I'm in right now.”
OUCH!
Guys, learn how to increase your influence for good and check out my new chapter in the book Influence and Income by literally going to influenceandincome.online now.
This is the process I went through to write my chapter for the new Affiliate BootCamp book...
I actually didn't know that writing books would be part of the journey, but I’m here to document my journey, so I have to tell you that…
When you start publishing a lot, people start to ask you to publish in other fashions as well
… so, quite unexpectedly, I've found myself writing A LOT of guest chapters in some REALLY cool books.
So today, I want to show the process of how I write chapters for books.
..honestly, I NEVER thought I’d be giving book writing advice ;-)
BOOK WRITING ADVICE, LARSEN STYLEE
Now, some of you guys may have seen this in the past, but you might get new insights on:
https://media.giphy.com/media/SRlH6uLa5zI3FPBaLK/giphy.gif
The chapter that I’m gonna show you is for Russell Brunson's New Affiliate Bootcamp Program - which comes with a book.
Russell had a ton of us write an answer to the question:
How do you become a ClickFunnels Super Affiliate and make enough money that you can do kinda what you want to in 100 days?
I was like, "Oh, that's a sweet prompt."
I spent most of Christmas writing it…
I think you’ll enjoy seeing the process I use... 'cos I don't write crap, and it takes A LOT for me to write how I do.
In fact, some people have reached out saying things like, "Stephen, you could do it faster than that!"
I'm like, "Yeah maybe, but it might be way less cool!"
WHY I LOVE AFFILIATE
My first big money came from affiliate marketing
I wanted to build a team and products when I was working at ClickFunnels, but I didn't have discretionary income or time…
Working at ClickFunnels is not a 9-to-5 job - it's way more than that.
I was like, "How can I crap done when I still have an actual job?”
So I started droppin' out these cool little affiliate promos, and I'd make money, but I wouldn't take the money as profit…
I never take money from affiliate marketing as profit.
I'd go in and dump it back into hiring a team or getting a piece of a product done…
I remember the first time I hired a coder to go in and code the first version of the blog for Sales Funnel Radio…
I ALWAYS used affiliate cash to build my business it was NEVER my own money.
I don't ever use affiliate cash for profit, it's ALWAYS an accelerant to do expensive projects I've been waiting to do.
So I want to share with you what I've been doing.
So check this out…
I relaxed the first few days for Christmas, and then after that, I was like, "I have got to work,” like, I can't not work.
It's the same method and pattern that I use to write my own book, to come up with stuff for the 30-Days chapter that I wrote.
METHOD IN MAY MADNESS?
First of all...
(For 30-Days, I didn't draw a picture, it actually would have been easier to write.)
"Oh yeah, let's talk about that. Hmmm, that's about that. So is this, so is this, so is this…."
… so it's a BIG process.
I don't write crap.
I wrote out it wants you to do it in 100 days, well 100 days is 14 weeks, so I said, "Well, this is what I'd do week by week."
It's an aggressive plan, but it's very similar to what I've actually pulled off.
I almost felt like I was documenting - it's not so much theory because it’s what I actually did...
And I did most of it while working aggressively for somebody else - so you guys can totally do this as well - it's the reason I wrote it that way...
So I went through week by week…
I literally went through week by week saying, “This is what I'd do.”
What's fascinating to me, is that nowadays I feel like people forget... like, they build the funnel, they get the traffic, but then after that…
It's almost like we've forgotten or neglected what campaigns are.
It’s interesting that guys like Bill Glazer and Frank Kern talk about campaigns.
Frank Kern just came out with a campaign-based book to teach this stuff - I wonder if they've noticed the same things that I have?.
I was careful to NOT just teach:
… it's NOT that kinda stuff at all.
… it’s basically a launch campaign and an evergreen campaign that will keep this going - and that's what's so cool and super unique about this.
It’s leveraging the actual content that ClickFunnels has already created and proved works really, really well.
It's a blend between what you see Russell and ClickFunnels doing, mixed with what I would do.
So it's really cool, it's a HUGE shortcut to the whole game - I'm really pumped about it.
FINDING YOUR ‘WHO’?
The whole thing's start out by finding a money-prone 'who'.
Think about this for a second…
If you go to the actual homepage of clickfunnels.com - on the right side, they’ve got this cool new onboarding sequence for different industries, which asks if you’re:
So you can choose, "Hey, I'm an agency/ freelancer/ e-com/ B2B,” or whatever…
What I did, (and this might make some people feel a little uncomfortable or a little bit weird), but…
I went through each of the10 categories and crossed off the ones that I would NOT try to sell ClickFunnels to.
Yeah, I know, and it's not to make anyone mad, and I'm not saying you can't, but remember the prompt is, “How would I retire in 100 days - just selling ClickFunnels accounts,” and this is an intense prompt because obviously…
For example:
# B2B - I love selling people the B2B space, but sometimes there's a longer length of the sales - just 'cos the deal and who you're dealing with - it can take a little bit longer to negotiate higher-ticket things.
But I need 100 people, so I don't know if I'd go for the B2B space if I was going to do it in just 100 days. I'm NOT saying you can’t do it - I do sell to that space, and I do sell ClickFunnels to those spaces as well, but not in that time frame.
# Network marketing - sorry but that's NOT an area that I would go to because the cash flow for so long is not big enough to justify a $97-a-month thing, (even though 97 bucks a month is nothing compared to what ClickFunnels actually does).
There are several categories that would be, "WHAT! WHAT! WHAT!” to that price point...
I don't want that kinda person.
So at the beginning of the first week or two, I'm helping you figure out the 'who' that is money-prone enough…
(... their numbers that they deal with are big enough in their industry, and the sales come frequently enough)
... so that it’s easy for them to justify a $97/ 297-a-month subscription to ClickFunnels.
After that, I help you come up with a unique offer.
So think about this scenario…
YOU’RE UNIQUE OFFER
If somebody's gonna buy something like Funnel Hacks, or Funnel Builder Secrets, or if I'm a ClickFunnels affiliate selling ClickFunnels to a specific 'who' they need to be:
Hit all those buttons and... it's a short distance to the sale.
Russell writes scripts to break and rebuild beliefs, but he can't break and rebuild all their false beliefs.
So what if I was just to pull out the false beliefs he didn't solve; solve them with my own products... and then give that away as a bonus when they buy through my link.
So that's part of what weeks two/ three/ four talk about, and I'll tell you how to do that as well.
Weeks five/ six/ seven/ eight, we start getting into more campaigns, and of course, I'm gonna talk about publishing a little bit in the chapter I wrote...
Publishing is a way of leveraging to get a list fast - so that you go and actually sell your dream customers ClickFunnels/ Funnel Hacks (or whatever)… and then give away your bonus when people buy through you.
I would not ever sell ClickFunnels straight out - ClickFunnels doesn’t even do that.
I'm sure some other affiliates would disagree with me on that, and that's totally fine. It's just, for my personal strategy, I just wouldn't.
I never want to spend money without the immediate chance to reclaim the cash.
...so because of that, I wanna promote a ClickFunnels product that cookies them, so they can get ClickFunnels from my affiliate link afterward.
Does that make sense?
...if this sounds Greek or whatever, you guys are gonna learn more about this in the actual chapter itself.
SELF PUBLISHING YOUR WAY TO CASH
I never put a dollar of my own in my businesses ever.
How?
Well, that's what you learn in my chapter as too ;-)
... but it's NOT challenging.
The way I do it is to actually leverage what's already existing inside ClickFunnels.
I've never written anything like this plan before... and I haven't seen anyone else do that either.
MY SHAMELESS PITCH
What I have for you now, is a special offer - check this out...
It's gonna be a very light pitch, this is super easy to get, it's not an expensive thing at all…
But I want to do is bribe you to go get the New Affiliate Bootcamp through my link.
I'll share with what you're gonna get - 'cos it's really powerful stuff…
The first thing you're gonna get when you buy the New Affiliate Bootcamp through my link…
Go to makeaffiliatesgreatagain.com - Thank you, Trump!)
… the first thing you're gonna see is a page that says, "Here's what you're gonna get from Russell…
*A TON OF VALUE*
But then as you scroll down the page you’ll see…
“Here's what Stephen gonna give you," and this is the offer that's on the page…
So the first thing you're gonna get is:
BONUS #1:
I pay A LOT of money for my team to go build those things, and I'm gonna give you guys that share funnel for FREE.
All you have to do is sign up and Russell will say, "Hey, thanks for signing up for the free summit - you should join The One Funnel Away Challenge, so you can learn to set up all your affiliate stuff."
(You don’t just sign up for the Affiliate Bootcamp - you have to *actually go purchase* The One Funnel Away Challenge through my affiliate link…
https://media.giphy.com/media/fAoIpBeHpqsR9gMIUT/giphy.gif
...then you get ALL these bonuses - which are super powerful.
The next thing I'm gonna give you is…
BONUS #2:
It’s a BIG chapter
I spent most of Christmas writing that thing, and it's a HUGE.
It took a long time to write that chapter.
Read out loud, it's about an hour and 10 minutes!
I loved writing the 30-Days chapter, but this one was even more near and dear to my heart because affiliate is where my first dollar came from.
What you’re learning in that chapter are true-and-tried principles.
The reason why the audio chapter's cool is 'cos I give a lotta extra things that I couldn’t fit in the written chapter.
There’s a lotta extra side commentary in there - it goes a little bit deeper and explains a few things more.
I did get a few people who reached out and say, "Stephen, that was an intense chapter..."
So, I was like, "I know, let me explain some more in the audiobook..." So that's why I did that, and it's already ready for you - it's awesome.
All these things are ready for you immediately.
Anyway, the next thing I wanted to give you is
BONUS #3:
I sent it to my funnel builder team to teach them what we're about to build, and so it's pretty awesome.
I take my whiteboard and I draw out the funnel on camera to teach my team the funnel and what we're gonna do…
I was never planning on this being part of the bonus, but I thought, "How cool would that be if you could actually see a little bit behind-the-scenes of how I actually do it?"
… so you’re gonna get that as well.
It's a strategy video for my funnel team, but I'm actually just gonna go toss it out for you, so you can have it as well.
I think it'll be really powerful for you to see how I actually handle all the funnel builds, and I'm gonna give you the chance to do that, a-right now - just go to makeaffiliatesgreatagain.com, and sign up there.
The next thing I'm gonna give you…
BONUS #4:
I get asked to speak a lot - at the time of filming and recording this, it's June, and I spoke every single week the whole month of May.
I speak a lot now, and I'm really, really pumped about all the cool things coming down…
It depends on the scenario, but most of the time I don't charge to speak - I'd rather sell while I'm there.
So sometimes what I'll do is I'll say, "Hey, I’ll come speak if you give me the video of my speech afterward."
It's not all the speeches I've ever given, but some choice ones that I've really loved doing, (especially of late), that we're just really on point, and gave people a lot of clarity.
Some of the most famous little quips that I've come up with are in those speeches - and that's where I actually discovered a lot of them.
So there’s some major behind-the-scenes funnel-ology in these speeches.
… see all those boxes at the back of my office?
I'm not a slob... we do what I tell you to do, we're doing it right now.
That's what this stuff's for - that's what Coulton's been doing right over here...
Literally right before I turned this video on, that's what he was doing with all these boxes over here.
So…
Well, I gave that whole speech and full strategy at Dream100 Con... and you guys get access to that speech.
Dana is also comin' to speak at OfferMind, which I would love to have you guys come too.
VIPs almost sold out, by the way, so go getcha ticket - we are super excited about that whole thing.
Actually, I'm pretty sure, actually, I'm not allowed to say the next name. Hold it please! (anyway, back to speeches ;-))
Billion Dollar Body - I absolutely love Amanda and Nicholas Bayerle - such an awesome couple, a model couple in my opinion. Super, super cool, down to earth.
They have a very high-ticket group, and they asked to come in and speak in a high-mountain cabin, and you get that speech as well.
And then, the last one that you get, as of right now, (I'm gonna keep adding as I go, 'cos I wanna collection of all the cool stage speeches I've done).
But anyway, some of you guys might know Alison Prince. She is so cool - one of my favorites.
She was at one of the original FHAT events that I was teaching and her business exploded after that - so fun, so fun.
I’ve had a chance to work with her quite a bit, and anyways I have mad respect for her. She's helped me personally a lot.
Anyways, I got a chance to speak at her Clan Con event, and I love the speech that I gave there, “Holy crap.”
(That was the one where I had food poisoning in the hotel the night before)
All the speeches are available for you immediately.
Now, once I teach you guys how to actually do this affiliate game and my strategy behind it, (which is the point of the chapter)...
How do you actually launch your offer?
BONUS #5:
I don't consider myself a professional affiliate at all.
BUT…
I definitely have a repertoire for the affiliate game, which is hilarious, 'cos I don't consider myself a professional affiliate at all.
So you're gonna find out...
You are gonna see me doing MORE what my chapters' teaching - cos like it's a freakin' sexy offer, right?
You get ALL this for FREE if you just sign up…
HERE’S HOW TO GET THIS OFFER!
Last up…
BONUS #6:
OfferMind was free last year, it's NOT free this year.
There's a full blog post teaching why I used that strategy… and why OfferMind will NEVER be free again...
This year, there are ONLY a thousand seats, I'm super psyched about this...
I'm very, very pumped about it.
So *YOU* get a discounted ticket to OfferMInd as well!
Can I overdeliver? Is there anything else I can give you that's really freakin' cool?
I want this to be talkable - I mean, this is a HUGE offer, it's ridiculous!
BONUS #7:
... 'cos again, I don't consider myself to be a professional affiliate -
So why are they asking me?
(it's free - you don't even have to buy anything at this point)
The Mini-Course teaches you, some of my top tips on affiliate marketing:
I'm really, really pumped for you to have it…
THE CLASSIC STACK MOMENT
Here we go. Ready! Oh, baby...
Here's what you're gonna get:
All you gotta do is go to makeaffiliatesgreatagain.com, and sign up before the NEXT One Funnel Away Challenge….
Here’s how...
That's a lot of stuff right there.
Just for people to be the room for the Billion Dollar Body Speech was 18 grand.
I don't wanna misquote prices, but these were NOT cheap - just for the speeches.
So anyway, just go to makeaffiliatesgreatagain.com,
If you sign up for The One Funnel Away Challenge, you get all this…
To be super clear on this….
The One Funnel Away Challenge costs $100
get…
Is it OK if I overdeliver - is that all right?
Haha - awesome episode, right!
Hey, bear with me for just a moment while I tell you about makeaffiliatesgreatagain.com.
Probably one of the most fragile phases of being an entrepreneur is that tender spot where you have just enough cash coming in to get excited, but expenses also increase a little while you take on new tools and new systems, new teams.
It can be heart pounding, and frankly, nerve-wracking.
Well, one of the ways I've kept ownership of my companies and NEVER picked up any debt or used any of our family finances to grow the business, was through affiliate marketing.
My first dollar online actually came from affiliate marketing, ONLY a few years ago.
So I often get asked the question:
“Steve, how can you have been bootstrapping this and scraping by so hard just a few years ago, but now have a business that makes millions in revenue?”
… that's a fair question.
So besides having kick butt products, when I've needed to get some extra cash for an expensive project, I have a very specific method of affiliate marketing that gets me paid to sell other people's products.
You wanna see how I do it? Just go to makeaffiliatesgreatagain.com.
ClickFunnels actually wants to know how I've been doing this as well…
So I just wrote a chapter in ClickFunnels new book called Affiliate Bootcamp... and if you wanna see my chapter, and be shown how I treat affiliate cash in my business…
…. just go to makeaffiliatesgreatagain.com
You'll get a bunch of other cool stuff from me - like, the actual Make Affiliates Great Again Funnel…
The one you're gonna see there - it’s pre-built - it’s awesome - and you can download it.
You also get my audio chapter on how I create affiliate offers.
You get the actual video of me training my team on how to build Make Affiliates Great Again - it's crazy valuable.
Plus you also get several my other stage speeches.
How I launched my affiliate offers…
And you'll even get a discount ticket to OfferMind… + the Make Affiliates Great Again Mini-Course…
Is it okay if I over deliver???
If you want ALL that for free... plus other things, literally just sign up at makeaffiliatesgreatagain.com... and then, sign up for the New Affiliate Bootcamp through my affiliate link. Go figure.
My friends, get rich, give back.
