Sales Funnel Radio

I have a very special guest on today, a dear friend of mine, someone I look up to and learn from constantly… I’m very pumped about what he’s gonna share ‘cause it can really shift the dial on your business… In fact, Russell called what he teaches… The foundation of our entire company. #ClickFunnels You’ll know him as The Category King of The Dream 100. He’s also a… Goat Farmer New Father Welcome to the show, Mr. Dana Derricks. How are you doing, man? Dana: What's up, man? Hey, thanks so much for having me back, I can't believe it. Steve: Yeah, I'm excited, it's NOT too often I bring someone on twice to Sales Funnel Radio, (kinda as a policy almost)... I'm excited you're here. Dana: Awesome, man, let's do it. [chuckle] Steve: Well, hey, the show has grown like crazy since you've been on, I think you were on like literally 200 episodes ago... HOW DID YOU BECOME THE DREAM 100 GUY? Dana: Oh, man! Okay, so first of all, for everyone listening for context, (in case you haven't listened to the other 200 episodes)... Stephen makes that seem like it’s NOT a big deal… but 200 episodes for Stephen, that's like two weeks, so I was on like 200 episodes ago… For everyone else, that's like 10 years' worth of content, so yeah! I'm super excited, I can't believe you're 200 plus episodes in man, that's bravo... Steve: Crazy. Dana: Yeah. Steve: Thanks. [chuckle] Dana: Okay, sorry, I didn't wanna gloss over that. Steve: No, I appreciate that, thanks. Dana: Alright, so how I kinda became the Category King of the Dream 100 is - man, it's like ironic, right? So I first learned about the strategy or discovered it from Chet Holmes and his Ultimate Sales Machine, he had a chapter on it. That was NOT enough… I'm like, "Oh my God, there needs to be a book on this thing" and I looked… I thought there'd be 10 books on it, and there weren't, so that was like, "Okay, we should probably change that." It wasn't long after I created my first Dream 100 List, like my actual intentional thing, right? 'Cause a lot of people, I’d been doing it without knowing and so... Steve: Sure. Dana: I finally knew, and I was like, "Alright, I'm gonna do it for real." I put Russell Brunson's name as number one ...and fast forward, built a relationship with him, through the whole Dream 100 thing, and it was him, he was the reason that I became the Category King because of an interview I was doing with him. I asked him a question, I said, "Russell, what is the ONE MISTAKE you made in your business that you wish you could go back and fix?" And his answer shocked me. I was NOT expecting it. He said, "I wish I wouldn't have run around for so many years trying to be everything for everyone. I wish I’d planted my flag in the ground as the funnel guy like years ago." ...and he didn't even finish his sentence, and I knew, “that means I need to go plant my flag.” By the end of the day, I was, in my head, Mr. Dream 100. I was like the Category King already! Then I went all in and did all the stuff that you need to do to actually be that. Steve: Which you were already an expert in... I mean for everyone who doesn't know, I was sitting in the room, and suddenly, Russell's talking about this guy ‘Dana Derricks’ and I was like, "Huh! That's crazy." He's like, "Yeah, look, he sent this to me, did this to me, come on over here," and then suddenly, I saw in Russell's calendar behind his office, "Rewrite ClickFunnels' homepage copy with Dana Derricks." I was like, "What!" Dana comes flying in..., and it's where I learned how to do the whole piece of paper on the floor thing... that's how I brainstorm! I mean behind this screen right now, that's precisely what I'm doing… ...because I watched you do that. I mean you were already such a master at it by that time. Dana: That was one of the best weeks in my career coming out there, that was so much fun, and you're a huge part of that. For you guys that are listening or watching, I don't know if somehow we can, (in the notes or something), get that picture of you in that chicken suit. [chuckle] Steve: Okay, I'll find it. Dana: So yeah, I won't spoil it but maybe we could actually... Man, we're gonna see each other in a month or so, maybe we could get that thing dusted off, pull it out of the closet. Steve: It's right over there. [chuckle] Dana: Okay. Yup, yup, yup. Alright, keep listening everybody 'cause at the end of this episode… We're gonna reveal how and where you can see the one and only Stephen Larsen wearing a full-grown chicken suit. Steve: I think it's a great idea. [chuckle] Dana: Yeah, awesome. Oh, yeah. Steve: So you go in, and you realize, "Oh my gosh, I have this talent." Russell says, "I didn't focus enough in my early career," and you planted the flag, "This is what I'm gonna be," (and it's cool because there isn't really anyone doing that yet at all)… So what did you do from there to kind of become The Category King in everyone else's eyes? Dana: Yeah, so I think it starts with… You do have to have a level of confid

I can't stop my brain. For years, I tried to be like, "Okay, it's nighttime, I'm gonna go try to calm down and wind down." I don't do that anymore… Now, I just try and redirect my noggin... WHAT IS ENTREPRENEURSHIP??? So... I was on vacation, sitting in a hotel room... my wife had taken our kids on a little walk. I had stuff on my mind, so I decided to take an hour or two to write a post... … and it turned into this thing that was pretty awesome. BUT when I posted it (and it was a huge lesson for me), something happened that made me laugh! ... it was actually a mistake, that I will NOT make again 😂 Here’s what happened… I needed a picture for the post, so I took a picture of me speaking on stage for Two Comma Club X coaching program at ClickFunnels. I was wearing a shirt (that we will definitely be selling) because EVERYBODY talked about the shirt - NOT the post. It took me two hours to write that email, (and it was so good), and EVERY comment afterward was about the shirt I was wearing… Oh my gosh, I love that shirt! Where did you get that shirt? That's a cool shirt! How do I get that shirt? Should I Google that shirt? Where's that shirt, where's that shirt, where's that shirt? There was NOT a single comment about the actual post itself. This is a classic example of the market telling you what to do. I was laughing pretty hard. I was like, "Oh man, that's funny.." Next time, I'll choose pictures more carefully so that people read the post - 'cause it was some good stuff. So, scroll away from the shirt pic… ‘cause I’m gonna share what I wrote in the email, (before *the shirt* sabotaged it)... because I think there's some power in knowing why I write emails in the way I do… GETTING SURGICAL WITH STEVE There are two things I do spend A LOT of time doing… Content Creation Email and Post Writing Whenever I start writing a post, I really wanna go all in and usually, it'll take me a while - an hour per post is not abnormal... For me, it's surgical. Like... "Oh man, it seems like people are struggling with this concept. Boom! Let's do that.” I have a team of writers and a big content team now, (#Amazing) - their role is to go a little more broad stroke teaser based on the content that I'm promoting. But when I write stuff, I like to dive in deep... INTO THE SHARK TANK Recently, I've been watching a bit more Shark Tank. And it's funny… Someone from the corporate world might look at Shark Tank and see both the people sitting behind the desk and the person who's asking for money as an entrepreneur… … and technically, they're right. But I wanna go through and talk about the different types of entrepreneurs, so you can identify… "This is the kind of entrepreneur I'm trying to be." I want you to have a clear understanding of what each of these roles is likely to bring you. Obviously, I'm talking in stereotypes, I'm NOT talking about science-backed numbers here, however... These are very stereotypical ranges of income that I typically see happen for the different types of entrepreneurs that are out there. THE EMAIL - THE ENTREPRENEUR PERSONALITY Much of the business world is kinda getting carried away with the word "entrepreneur"... So that's how the email started… The subject line was ‘Types of entrepreneurs (or not)...’ Much of the business world is kinda getting carried away with the word "entrepreneur"... And many are calling themselves an entrepreneur when they're really not... AND, not everyone is an entrepreneur, nor should we expect everyone to be. Free Market Capitalism needs different roles... AND THAT'S OK! But - I wanna share some insights on the differences (because an "investor", "fast food franchise owner", or "copy cat" isn't an entrepreneur). The term "entrepreneur", (the actual definition) is a noun and the actual definition of the word "entrepreneur" is… ‘a person who organizes or operates a business or businesses, taking on greater than normal financial risks in order to do so’. Now, I'll tell you, right off the bat… One of the reasons why the funnel game that we teach is so powerful is that you get to mitigate a significant amount of that financial risk if you just know how to build a funnel. You don't need to take on money This post may offend some people 😉 WHICH TYPE OF ENTREPRENEUR ARE *YOU*? #1: THE VC-BACKED ENTREPRENEUR? The VC-backed entrepreneur is the type of person who walks up on Shark Tank asking for money. They're asking for VC, (venture capital)... i.e., they're asking for funding for their business... Entrepreneur, VC-Backed: Ow...

Now, if you don't know… Cart closing is one of the most powerful things you can do for any product that you sell. I think one of the BIGGEST reasons why people don't sell as much as they should is that they are ALWAYS selling their product... If you just add in a cart open and cart close sequence you add a ton of urgency and scarcity… And something that may have left your potential customers feeling… “Hey, I can get it at any time...” … suddenly becomes even more valuable than it is … simply due to the addition of MORE scarcity and urgency. Scarcity and urgency are the easiest weapons you can pull as a marketer, and one of the easiest ways to create that is by closing the cart. MASTERCLASS CART CLOSING A few weeks ago, I decided to do a rerun of what I call the OfferMind Masterclass. The masterclass is a deep dive through six different steps on how to actually create and launch an offer. It's six sessions (two hours long), over three days - so it's two sessions a day... and that’s A LOT. ...it's a ton of fun and I love doing it… but it’s *EXHAUSTING* At the end of the masterclass, I said, “Hey, if you get this Masterclass, I'll give you guys a FREE ticket to my OfferMind Live event.” However, because I'm following the principles of cart closing, I needed to create a cart close sequence to increase the pressure. Now, a lot of people create a sequence to launch their product, but many people forget the close sequence. YOU’RE LEAVING MONEY ON THE TABLE I remember the first webinar I ever put out there, I created all these campaigns to promote it… Go register Go do this... There were all these sequences… I remember spending tons of time sitting at the computer thinking about what emails I could write that would create A LOT of registration desire, (which is very similar to buying desire). I wanted people to think… “Oh man, I wanna go register. I gotta go see that. I gotta have this!” As I went through and started creating these sequences, I realized, “Oh my gosh, I need to have a cart close sequence as well.” It's one of the ClickFunnels, Russell Brunson’s Perfect Webinar-isms to do that, and now,... I've become as obsessed with the cart close sequence as I have the cart open or promotion sequence I’m OBSESSED with how to create A LOT of noise around the cart close. I want people to know… Hey, we're actually gonna take this away. This isn’t gonna be around FOREVER! TEST THIS! I remember the very first webinar I tossed out that was a BIG success… I was playing with different cart closing sequence timelines At first, there were three days from here's the offer to let's go ahead and close the cart... And funnily enough, that actually felt a little bit long for me the sequence I use… Hey, why don't you go buy... Watch the replay… Here's another reason why you should go get it… By the way, there are only a few hours left... ...that's kind of one of the standard sequences you'll see in an info product launch, but you can use it for ANYTHING. Then I was like, “What if I tested 24 hours?” So a few weeks later, I did a live webinar again and I gave them 24 hours to make the decision to move forward… … and that was too fast. So I was like, “Alright, well, maybe somewhere in between…” Here’s what I found… Personally right now, whether it's… An Info Product A Physical Product Some kind of Coaching Consulting ...whatever it is, personally, right now… I like to close cart about 48 hours from the time that I give them the option to buy. Now, that doesn't mean that I won't reopen the cart strategically and make the buying sequence longer… But I will definitely close down a cart within 48 hours, and I recommend you do that too. I dare *you* to give it a go and then come tell me if it makes you MORE money. … because I'm pretty sure you’re wallets gonna get fatter just by you takin' your offer off the shelf! ‘Cause let’s face it, EVERYONE wants what they can't have... ... and so, usually, you’ll make more money. THE HOW TO... So I thought it’d be cool to share the 3x emails that I wrote to close the cart on the OfferMind Masterclass… I DON’T want you to sit back and approach this with an attitude of, “Hmmm, he used *that* maybe that's why the sequence worked?” *YOU ARE LOOKING FOR THE PATTERN* In fact, recently, I was speaking at an event and somebody walked up and said: “Stephen, I thought it was amazing that you went and you used this one sentence and then you switched the color from this to this … that's sooo brilliant!’" Basically, they...

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. FINDING YOUR SENSE OF SELF! 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… RELATIONSHIP DEVELOPMENT 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 How do you gain a stronger self of self? How do you gain self-confidence to actually execute all these models that I teach? How do you grow rapidly while still maintaining your important relationships? PAUL & STACEY - THE INTERVIEW 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 meth

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... Great Product Excellent Funnel Good Launch ... 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... How am I gonna get tension? How am I gonna leverage the followings of other people to get attention? Once it's in the middle of a launch, how do I keep the momentum going? Once it's done, how do I keep that pressure moving as well? 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

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 ...

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: How can I get better on stage? How can I get better at the act of selling? How can I get better at just -----? 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: Stephen, what do you study? How do you learn? How do you go do this or that? … 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: Health Relationships Wealth Marketing, (which is Russell). Finance strategy. 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. They have to be rich. If they're not rich, I'm NOT listening. They have to be actively participating in the skillset that they are teaching. 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. I want to learn from somebody who knows how to teach, NOT just has knowledge… (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... I want to make sure that whoever I'm learning from has developed their own framework. 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. ...

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. ATTRACT YOUR TRIBE 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. WHAT ARE YOUR FALSE BELIEFS? 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 s

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: What market we're serving The Dream Customer that we're serving inside the Dream Market What problems that they're having and what we can go solve for them The Core Problem and Offer How to launch ... 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… A funnel at the top A funnel in the middle A funnel at the bottom with a little downsell… 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). The funnel at the bottom of the value ladder brings in new people faster than the middle. The middle funnel brings in new people faster than the funnel at the top. 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. Maybe they wanna go from the bottom all the way to the top. Maybe there are people out there who are like, "I don't want the bottom or the middle, I wanna go straight to the top..." ...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?”

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… How I use value ladders after reading DotCom Secrets.. Where most people kind of mess up when they focus on creating a value ladder. 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… I'm following the info product model If you’re in the e-commerce model there’s a value ladder that is proven to work really well for that too. If you’re in, B2B, there's also a value ladder model. ClickFunnels follows the software plus info product model. 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) ...

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... Nobody knew who I was I didn't have a list I’d been doing funnels for other people, but I hadn't learned how to charge yet. 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: Disqualified Unworthy Outclassed ...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 ...

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: How I write chapters Why I do write chapters in the way I do. 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... I start with the main image that kinda represents EVERYTHING right from the top, and I set that at the top. (For 30-Days, I didn't draw a picture, it actually would have been easier to write.) Down the left side, I write all the major topics of what should actually be in the book. Shooting off to the right is every one of the deep-dive strategies. Next, I think through those four major topics down the side, and just start dumping in topics with legal pieces of paper: "Oh yeah, let's talk about that. Hmmm, that's about that. So is this, so is this, so is this…." I make a big stack of yellow pad papers, organize them, and take out any of them that don't make sense. … so it's a BIG process. I don't write crap. Then what I do from there is, go week by week and write it on my whiteboard. 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… We have the 'Who' in 'Wealth' - I'm gonna help you guys figure out where the 'who' is. Then I'll help you guys choose what kind of ClickFunnels product to promote, 'cos NOT all of them are created equal, NOT all of them create the best ClickFunnels user either. 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 ...

Today, I wanna share some of the criteria that I personally use to choose my Dream Customer. I have an actual list that I go through to find my Dream Customer. Knowing my ‘WHO’ helps me on multiple levels so that I can: Create the sales message Serve the right customer for my business Choose the dream customer for my personality Now, when you think about the phases of this whole game, it goes like this: I pick my market - a red ocean market. I choose a dream customer inside that market. I choose a core problem that my dream customer is experiencing. I choose the core solution. I turn that core solution into an offer. The actual launch/ or campaigns in general - which includes funnel building, content creation and a bunch of methods like that. ...that's a lot of steps, but I've gotten really good at making each of those steps crazy simple. And those are the six steps I use to get things out the door. Its kinda like if someone was asking, "Hey, can we make building cars more simple?" Yes, they're still complicated, but the building of them can be simple. You see what I'm saying? There's a lot to what we do in this game, but it doesn't need to be complicated, per se. FINDING YOUR DREAM CUSTOMER So I wanna share a few of the criteria I use to find my Dream Customer… and WHY it’s sooo important to me! I didn’t ALWAYS have these criteria…(and it kinda made me broke and miserable)... In fact, this is a pretty recent list... and I've gotten clearer as I’ve gone along… Let me tell you a story… MY MONEY BARRIERS Back when I was doing door-to-door sales, I'd wake up excited… I'd literally run from door-to-door just get more doors in for the day. I would knock on doors and sell ANYBODY who had the cash to pay. If somebody said, "Here's my credit card," you’d just take it. BUT… there are some major drawbacks to that kind of a thing - HUGE drawbacks. In fact, I'll tell ya, I was soooo scared… (a little bit chicken even 😉 ) I had a lot of money barriers that I hadn't overcome at that time. Six years ago, I was doing door-to-door sales... We’d drive around in these areas, (selling pest control), basically tryna see spots that would be the easy laydown sales... and they would spend a lot of money. We'd drive around, and look at these different areas... I remember, there was this particular area… I don't wanna offend anybody when I say this, (you have to understand, from my perspective as a door-to-door sales guy)... ... but I’d be like, "I don't know that these people are gonna have cash to buy pest control - Pest control may not be the biggest thing on their to-do list right now.” … we weren’t judging, but that was the reality. Then we'd drive through these really rich, affluent neighborhoods, and we'd be like, "Man, these guys would spend a ton of money on pest control. Holy crap! So cool" But I had so many money fears that I would not go to the affluent areas. Instead, I’d go to these areas where I’d sell cheaper contracts... 'cause I was cheap in my head. I would sell cheaper contracts and I would sell cheap… and it was on purpose - I’d literally seek out kind of low-income housing areas. Now there's a BIG lesson in this… STAYING BROKE So here’s what happened… I sold A LOT of pest control… 'cause I was able to give the first treatment for free, and then say, “...it's only this much per month.” I was literally fighting and competing on price. The first half of the summer I did really well… The second half I started learning what the internet was... and it kinda messed me up, and I lost all my focus. But I still did a lot of sales... The way a lot of these door-to-door companies work is that you get paid four months after the summer's over... 'Cause they wanna make sure that the accounts just aren't gonna fall out or whatever. Which makes sense, right, from the business side/cash flow side of things… Anyway, the day came, and I get a message saying, "Your check's on the way," so I run to the mailbox excited. I’d worked the whole summer, and we were super pumped about it. “This is gonna be the check that save us.” This is gonna be the check that's gonna give us security for the next two semesters of college. But when I opened up the check, I was like, "This can't be right. Are you serious?" There was ONLY $1100. I was like, "Are you kidding me? There's gotta be some mistake here. I worked a whole freaking summer and I only have $1100?" I have chills right now thinking about it - it freaked me out so bad, 'cause I realized that the sprint we were living in gonna keep going.

Dave Woodward helped shape the entire affiliate program at ClickFunnels. He's a personal mentor, friend, and brother. It's long overdue that I invite him to come on Sales Funnel Radio to share his wisdom... I'm really pumped about this. Frankly, it's been in the planning for, like, seven months now… I have wanted to get interview Dave Woodward for a very, very long time. If you guys don't know anything about him, he is one of the backbones of ClickFunnels... … so you’re in for a treat. I think it was October-ish 2018, just after the 30-Days Book went out. I was approached by ClickFunnels to write a chapter for a NEW book... And, NEWS FLASH… In case you’re slow to catch on ;-) this is me, announcing the release of the NEW Affiliate Bootcamp Book! And of course, in true Steve Larsen fashion, I'm gonna over-deliver bonuses to the hilt, so you’ll wanna buy the book through my link… THE NEW AFFILIATE BOOTCAMP BOOK The book asks the question: “How would you retire as a ClickFunnels affiliate in a hundred days?” I spent pretty much all of my Christmas break writing my chapter. ...it's NOT straight theory kinda stuff. This is A LOT of the strategies I’ve used to crush it in affiliate contests. So, I'm really excited about this. For the 30-Days Book, I interviewed Russell… For this one, I thought I would interview one of the backbones of Clickfunnels and the reason why: Stuff gets done There's an affiliate program that's run well. The Dream 100 program is killin’ it. ...and the name of that individual is Dave Woodward. He's a beast. He's the man... Dave has become one of my favorite people on this planet, a mentor, a friend, a brother, and I look up to him like crazy. I care dramatically what Dave Woodward thinks about me. Maybe I shouldn't... I'm NOT supposed to say that, but it's true. I really appreciate him, and everything he's done for me, and my family. I am very, very excited, and completely, (in full transparency), extremely honored, to have our guest today. This has been an interview I have been planning, and looking forward to, for a little over a year and a half now. I'm excited and to be completely honest, a little bit nervous. I have tremendous respect for Dave Woodward. - tremendous respect. If you guys don't know who Dave is, you should! INTRODUCING DAVE WOODWARD Dave is one of the cornerstones and keystones of all of ClickFunnels, and why it works… ...please take that from a guy who sat across, and watched, and was very much a part of the intimate workings of what ClickFunnels is, and how it works. Dave is one of the reasons why ClickFunnels is where it is. He is one of the reasons why relationships are the way they are. And, in my honest opinion, the reason why Russell can even get his message out there… I have a ton of respect for Dave and for what he does. He has gone from a friend to an incredible mentor to me. I so appreciate and love him, and I'm very honored to interview him today. Dave, thanks for being here. DAVE: Well, I'm extremely honored, and I'm very nervous myself, so that makes two of us. Thank you for allowing me to come on your show. I have such huge props for you, and I just admire all your work, and everything that you've done… No one implements like you implement. I love seeing it, you're such a role model to my kids, it's just fun, and I love seeing the impact that you're literally having across the entire world... so, it's an honor to be here. STEVE: Oh thank you very much, man. I'm glad to have ya. Now a lot of people may not know…. Dave sits, literally across from his seat, he literally is looking into Russell's office - I mean he's like right there… There's this tradition, (at least when I was there), it looked kinda like this… So Dave and I, right, we're working, Melanie's there, we're getting our stuff done. Usually, there's some music going. We're sitting around, and then all of a sudden Russell goes,”“UHHH!” Which means… “Get up and run to my desk.” So Dave and I, would get up and run over to Russell's desk, and we'd basically watch the zeroes and ones God pour down wisdom into Russell's marketing brain… https://media.giphy.com/media/3JSGn9bSDpzAFutb6W/giphy.gif ... and gold would just fall out. Dave and I, would both try to keep up, while at the same time validating, “Oh my gosh, that is a cool idea, better catch on to it...” ... it's like really, really fun. One of the funnest environments. I miss it terribly. Now, but a lot of people don’t know that you had a history with Russell and, pre-ClickFunnels. Right? I mean, what were you doing before coming into ClickFun...

There’s is a project that’s been in the making since October, and I haven't been able to talk about it... FOR A VERY LONG TIME… ‘Mum’ has been the word… But now, I can reveal EVERYTHING ;-) THE NEW AFFILIATE BOOTCAMP During Christmas, I wrote a chapter for a cool book. Now, you might remember the 30-Days Book… The hook for that book is: “Hey, if you were to lose everything, how would you get back on your feet in 30 days?” I wrote a chapter for that book… But there are also other books that I've secretly written chapters for… Recently, I shouldn't say 'recently,' (what month is now? I can't remember... May? June?) Anyway, around October - ish, Russell reached out and asked if I wanted to contribute a chapter to an affiliate book. Russell had gone to some of the biggest ClickFunnels affiliates and asked: “How would you retire as a ClickFunnels affiliate (or an affiliate in general) within four months?” ... https://youtu.be/XAs4LjErbtQ *Cool Hook* Huh! It was a very challenging chapter to write… There's so much that goes into affiliates, and I had a ton of fun answering... BUT NOW, IT’S TIME TO PROMOTE! I’d literally just finished drawing the funnel for My Team, but instead of erasing it, I decided to show you how I create ANY Funnel that promotes someone else's product… ‘CAUSE… there’s a right way and a WRONG way to do it… LINK BARFING Affiliate Marketing is NOT 'link barfing'. Just because someone else made the product, doesn't mean you get to skip the marketing. You still need to create the actual marketing for the affiliate product... A lot of you know that: I'm definitely an affiliate I’m definitely in MLM … I'm in A LOT of scenarios where I don't control the product; it's NOT my product. So how on earth do you promote something that’s NOT yours? How do you build a Funnel for something that’s NOT yours? … that's what I'm gonna teach you here. AFFILIATE MARKETING 101 I knew the strategy existed, but I’d never witnessed it until I worked at ClickFunnels. One morning, I walked in to find Russell writing ferociously on a whiteboard. I was like, “What's up? How can I help? What are we doing?” Russell was about to promote Stu McLaren's product, Tribe... and he was creating an affiliate offer to go with it. Tribe was about members areas... so Russell was brainstorming all these cool things to do with members areas. He asked himself the question: “What is it that everyone is gonna struggle with after they buy Tribe product through my affiliate link? How can I answer those problems with my own products?” Russell had a ton of products to help with that… So he was like: What if I gave those things away if they buy through my affiliate link? We'll give them these Funnels We'll give them these products We have these pieces of training… ...and that's what we did. I ended up having to create, ( let me do the math...it was 89 Funnels x2) … 188 Funnels in the next two weeks - it was CRAZY. It's the reason why I say that I built around 500 Funnels while at ClickFunnels... not all of them were revenue Funnels. There were probably near 100 revenue funnels, but the other 400 were were based on fulfillment. Anyway, that’s beside the point… Russell created a single page for people to see, “Oh, my gosh, this is what you get when you buy through Russell.” He's done that strategy so many times that it’s ridiculous. He will swoop in at the last moment and just like win these massive contests. Does it help to have a huge list, of course, but you don't need one. This strategy I'm about to walk you through is one of the major reasons why you don't need a huge list... and you can still make a ton of cash. ONE FUNNEL AWAY When I was promoting for the One Funnel Away Challenge - the 30-Days Book specifically, I was the number one affiliate, and Julie Stoian was hot on my heels… I was like, “I gotta win this.” She and I have some pretty friendly competition, back and forth, “Who's gonna be the top affiliate?” I had this cool bridge page, and so I basically asked myself the same question as Russell asked when he was promoting Tribe: “When you get this 30-Days Book through Russell, what can I give that will add MORE value and benefits to it?” I asked myself: “Well, what is it they’re still gonna struggle with if they go buy the product through my link?” If you guys wanna see the live example of this, go to 30days.com/stephen or ofasignup.com - both of those will forward you to the bridge page. It's a page that I built real fast in a hotel room in one morning before the Two Comma Club X Cruise at the beginning of last January… It's insane how much cash came off that page. That one single page has made 110 grand since October - which is awesome - it’s A LOT of cash. I don't consider myself a professional affiliate, but the reason it works is because of the strategy that I'm about to show you guys. It’s the same principle if you're in MLM...

When you go to the Inner Circle works, everybody takes a turn to teach something awesome to the group, and then they say, “Hey, I have some things I need help with.” Then the whole group kind of analyze this person's business and give feedback… You get advice from a lot of heavy hitters, and everyone is focused on you until the timer goes off - it's intense… It’s mentally exhausting, but it's a lot of fun, and totally priceless! Before the Inner Circle, I could not sleep. I woke up at five dreaming that I was on stage...I was like, “I can't sleep anymore,” so I spent three hours pacing and working this out… MY OFFER CREATION PROCESS One of the things I want to teach you today is three simple ways to create an offer. We all think that creating an offer means that we go and add a whole bunch of products together… And that’s definitely an awesome way to create an offer… ...but it’s NOT the ONLY way. Anyways, I want to teach you three of those methods today. THE DREADED QUESTION On top of that, another thing I think you’ll really find interesting is seeing me answer the question of what I actually do.. *that* is NOT an easy question for a lot of entrepreneurs to answer… “What do you do?”...is kinda the dreaded question! When somebody asks, “What do you do,” and you have to answer - sometimes that sucks. But now, I can answer that question; I know exactly what I do… There are some things that, (like I said in the past), you have to design, and there are other things that you have to discover… Sometimes explaining what you do is something you have to discover, and that's been the case for me; it's not the case for everybody, but for me, it's been that way... ...and I’m gonna share that with you in a single sentence! https://youtu.be/mwj8UkCVSds So you’re gonna find out: Three ways to create an offer What it is I that actually do for the marketplace Why we have so many people reaching out to ask to be in our programs. If you want to watch the actual presentation, you can do that here. I have chopped out a certain piece that I don't want you to know about yet… ;-) We have a product that we've been doing for a while now, and we have a lot of people in it now - which is great, it's done quite well… It’s made a lot of money for us, and made A LOT of money for the students, I chopped that piece out, and I’m gonna keep that hush-hush for just a little bit longer while I finish a few things of… YES, THIS WILL WORK FOR YOU! One of the most challenging things I have to deal with is when people ask, “Stephen, that's really cool, but how does it work for me?” They say things like: I'm in high ticket B2B sales that are multistage sales that are multistage sales/ contracts… I'm in retail… Stephen, I'm in… So, I think one of the things that’ll be helpful is for you to see three ways to create an offer… that you can tweak to apply to whatever business you’re in… You can use them all together, (which is very powerful), but you also can use just one or two to add immediate value to whatever you sell. So let's talk about value creation and how that actually happens… JUST DO IT This is my third inner circle meeting as a member, and I think those of you guys who saw me that first time will agree that I’m really very different… One of the things that I've been focusing on is showing up as my authentic self and being unapologetic about that, and it's been very fun to start doing that… … and I've noticed when I can do that for customers and help them arrive, they do all kinds of stuff on their own. That’s literally what the One Funnel Away Challenge was meant to do… If I can get them to say, “ I am an entrepreneur, I am a funnel builder,” they'll suddenly go do stuff without me yelling, “Just take the next step...” The amount of forcing I have to do drops like crazy. BUILDING MY WAFFLE I have been building my waffle, and it is awesome: I have to content teams I have a funnel team … I don't have quite the executive team yet, but it's been awesome. I mean, stuff's getting done without me all the time. A lot of people asked me, “Stephen, how are you doing all that you are?” I'm NOT, my company is. I'm building an actual asset… ... and that's been a major big piece for me in the last six months. Other cool things that we've done: We did a cool 7-day launch (following what Russell did) - it was so good, it was awesome. It launched my event, and opened the tickets - it was a 6-figure launch. I did my first quarter-million-month last month - that was awesome, that was a cool one. 10, six-figure months in a row - yeah, stuff’s going good. We have 3,000 downloads a day on the podcast, which is so fun. I'm speaking of Carnegie Hall - how cool is that! That's gonna be with Martha Stewart, Dan Kennedy, Michael Gerber in September. My main product OfferLab - there's not even a funnel behind it - started at a quarter million, (softly just word of mouth), there's not even a funnel yet, it's been really validating. The Carnegie Hall<...

I have the incredible honor of speaking at Carnegie Hall in September with MARTHA STEWART, MICHAEL E GERBER, DAN KENNEDY, HAL ELROD, and other beasts. I'm beyond humbled by this. Here's the full scoop... Frankly, I just love being on stage speaking and teaching. Some of the early stages I got to talk on were Russell's - I did a lot of fulfillment for the original Two Comma Club program. Back in the day, we did something called the FHAT Event which lasted for 3 awesome, intense days. We’d go from: Day #1: 9:00am to 6:00pm Day #2: 9:00am - 1:00am(ish) - it was a long day. Day #3 :9:00am - 6:00pm By the end of the event, everyone was just exhausted. Russell did the first event because he was testing materials and seeing where we needed to change things… Then after that, he largely handed it over to me, and he just came in for a few one or two-hour guest speeches. WHAT I LOVE ABOUT ENTREPRENEUR EVENTS I remember there was this one particular FHAT event… On the second day, I took a break to grab some food and went to Russell's office to sit down. Russell was like, "How are you doing?" I was like, "Wheeew….” I was just bringing it down... and trying to relax for a second… ... THAT was a very aggressive fast-paced stage for me - I loved it. Russell goes, "How's everyone doing out there?" We’d always talk about how the audience was responding: Were they getting it? Did they understand? Which principles had tripped them up? Had we managed to bridge the gap for them? We’d chat back and forth exploring all the scenarios, but this time, when Russell asked, "So how are you doing?" I kinda paused for a second… https://media.giphy.com/media/1qXJDYI8lTG8SVhUZW/giphy.gif Russell noticed and asked, "What is it?" He may not remember this, but I said, "Dude, I can see those who are getting it and those who aren't. They're not telling me. I can see it." And he goes, "You're getting that already, huh?" I was like, "That's a thing?" Russell said, "Yeah, yeah, I can stand up at any moment and, I've been doing it so long, I can see those who are with me and who it's clicking for and those who it’s not - so I'll stop and I'll cater to those people who aren’t getting it." https://media.giphy.com/media/7YCVWDMbIWTBNuTD9c/giphy.gif I was like, "Okay, that's what that is. I'm starting to see that.” MY FAVORITE MOMENT… My favorite moment on stage, (and this may sound a little cheesy), is the moment when I see in somebody's eyes that they suddenly realize, "Oh my gosh, my capacity is greater than I thought it was and it's actually always been there." It's funny to watch as people… Have personal breakthrough moments Suddenly see the road map and things start to click. They're like, "Oh, that dream I've been going for all along is actually possible now." I don't know. I don't know how else to describe it besides that… But it's a thrill for me because you can see it happen in peoples' eyes as they listen to you. Those of you guys who educate, teach or get on stage, you know what I'm talking about. There's that moment where you can look at them, be like, "Bam, right there... I just caused the epiphany." About 6 months ago, during the Two Comma Club Cruise, I’d just finished a big session, when a guy walked up to me and goes, "You're a really dynamic speaker." People have told me that before, and I still don't know what that means... So I said, “Cool! Thank you," but what he said next made my jaw hit the ground… He looked me straight in the eyes and asked "Do you want to come speak at Carnegie Hall?" I was like, "Are you completely serious right now?" He said, "100%. We're going to see if we can get all these huge names," and I was like, "All right. Cool. Just keep me in the loop." Six months later, it's happening - it's in the bag - it's an event called Living Legends, which is extremely honoring. So I'm going to share an interview that explains EVERYTHING to you… BECOMING A CELEBRITY ENTREPRENEUR I have a very special guest… His name is Clint Arthur. Clint and I, have frankly only known each other personally for probably six months, but I am blown away and just completely floored with what he does, his skill set, and who he helps. What he does, when you're in a certain place, is completely magical and I'm very, very honored to have him on here. So Clint, thank you so much - welcome to the show. Clint: BOOM! Steve: In the middle of Carnegie Hall. What? Clint: Yeah. Steve: It's a proxy BOOM! Oh man. Clint: That's a Carnegie Hall ‘BOOM!’ for you - that's what that is.

This is honestly the easiest way to make money from what you already do... I've coached a lot of people now, but there have been a few times when I’ve heard the objection: "Stephen, I don't know that this could work for me?" So, it’s time to do some excuse busting because the truth is... You can leverage information, whatever your field of expertise is. ...and the fantastic news is, you don’t have even have BEST in your field or EVEN the best marketer to make a decent amount of money. In fact, there are plenty of people who are really bad at selling, but who have a good product and make great money. Enough money to... Massively supplement their income Pay bills Give up the 9-5 You can be quite bad at this and still make good cash. … which is why this is such a HUGE deal. So this is for EVERYBODY who says, “I don't know if this would work for me?” My GOSH, *YES IT WOULD* Whatever expertise you carry in this world, teach it and make a course about it. If you're like, "...but I don't know how to do that." There are a million things out there to teach you how. The question is no longer, "Are the models out there?" The question is no longer, "Do I have the tools out there?" The question is more about belief. I want to help anyone who hasn't launched anything yet… If you've been following me for six months, and you still haven't launched a product yet… Let me give a little tough love and make you aware of that. Can I say, “Sack up?” Is that all right? Just go for it. Launch something. Just get it out the door. You're not gonna make it perfect. You can't. You're not the one buying. Get it out the door and start measuring feedback... Take the pressure down and understand that all of these choices don't actually sit on your shoulders... It's such a good thing to realize as an entrepreneur. My ability to be successful with this is not so much on my shoulders - as far as the decision making… All I have to do is learn how to listen to what the market's telling me to do and then put it in these frameworks and just move. So if you’re ready, let me show you how you can leverage info to make MORE money, listen up! THE EXPERTS SECRET First, I want to bring your attention to a section in Expert Secrets. I LOVE this book… But there’s a strange phenomenon I’ve noticed. When people quote from this book, there's an area that doesn’t get much attention… and it's this freakin’ gem that MOST people will just skip over… I’m not making fun of anybody, but I just want you to know that there’s a piece right at the very beginning, (actually it's not even technically chapter one, it’s in the introduction)... where a gem is dripped out that I most people don’t understand... TWO TYPES OF EXPERTS There are two kinds of experts… The first kind of expert is the expert who's selling information about their expertise itself. That's all they do - they just sell information products. The second type of expert is someone who is leveraging information products for an existing business. Information products are amazing because there are such huge amounts of margin in them. The major con is that people understand that there's NOT a lot of cost to fulfill. If you’ve followed me, you’ll have seen me talk about the benefits of info products versus physical products before… There are heavy pros and cons pretty between the two of them. I don't think that it's one or the other. I think that they should work together. But the second kind of expert leverages info in a certain way that most people do NOT understand. One of the fastest ways that I know to blow up a company is to create an info product that sits in front of the actual thing that you do. Now I want to share some quotes direct from the Expert Secrets Book On page XXIII, it says: Complicated sales will come easy because the information products will indoctrinate potential customers about why they need your products. … I've found this to be 100% true. For example: People who listen to my podcast consume my sales messages waaay easier later on. That's no surprise… Because they’ve spent time with me, watching or listening to me speak. I’ve already given value and created a relationship, so the next step to buyer is much easier to take. Expert Secrets goes on to say… You'll be positioned as an expert instead of a commodity. People will pay you more for the same thing they could get somewhere else. All other options will become irrelevant. Price resistance will disappear and future sales will become easier. That’s a very powerful point! HOW TO INCREASE SALES The book goes on to say... You will be able to acquire unlimited customers for free. ...which is very true!

I'm going to throw rocks here a little bit. Ermmm, ‘NO,’ actually it's going to be mountains, boulders and things that are VERY heavy… I'm vehemently against this idea that we need to take on funding in order to start a company. The J Curve is what's taught in most of our education and mainstream entrepreneurship today. Case in point, the J Curve is the very model that Shark Tank operates under. And while I love the show, I’m vehemently against the concept of the J Curve... In fact… It’s time to kill the J Curve. If you don’t know what the J Curve is, all will become clear… but first, let me tell you a story of about how to make a million bucks… THROWING A J CURVE… I was working with Russell on a project for one of his personal clients… For every dollar we put in an Ads, they were getting $1.30 back out. For every dollar they were putting in an Ad, they were getting $1.30 back out. However, one day they called, us a bit ticked off, and said, "We're barely breaking even on this?" I was like, "You're NOT breaking even. You're actually making 30 cents for every customer that comes in." They weren’t happy with that answer, and they said, "Exactly, we're not going to make a ton of money on that." We were like, "You guys are missing the entire point here. You now have a machine where you're acquiring customers for free." We’d created a bottom of the value ladder offer that was expanding their current customer base. They already had their middle of the value ladder product and they had an expensive club as well… But what they needed was MORE blood in their value ladder to bring people in and ascend them to their more high-end offers. We were putting a $1 in and they were getting $1.30 back out… but they were mad about that. We asked, “What are you mad about? This is a success." They were like, "It's NOT a success." We were like, "Yeah, that's a HUGE screaming success." BREAK-EVEN WINS … we said, "Let's think about this for a moment…” “You have a machine that’s giving you customers for FREE and you’re even gaining 30 cents …” We told them: “Anything you sell to those customers afterward is pure profit!” Break-even is a million dollar scenario. … AND now, these customers are also MORE likely to purchase anything you tell them to buy. Still, they weren’t convinced… they were like, "What are you talking about?" Here’s a FACT: Second money is ALWAYS easier than first money. A percentage of your list will ALWAYS purchase simply because they like you and they’ve had a good experience previously We're not just tweaking: Your offer The way you position your messaging But what's so incredible about the way this works is this... STARTING A BUSINESS THE WRONG WAY? In college, I was taught that the first things you do when starting a business are: Write a business plan Gather the who’s who and get people on your team Think more about your idea and do some market research Competitive and SWOT Analysis Look into the probability of success and do lots of analytics. Probably my least favorite class was Quantitative Marketing research. I HATED that class… And that’s literally where the phrase ‘J Curve’ comes from... When you start your business, since there's no revenue yet, you are expected to go into debt in order to fund the business, the people, and the systems. There are a series of systems in business... For example: There's a system for: Support Fulfillment Helping people actually have success. All that stuff costs money. At first, when I started my business, it was just me... but that's NOT the way I was taught in college. SAY ‘HELLO’ TO THE J CURVE In college, I was taught to get a loan and go into debt. #EyeRoll I would expect to be in debt until a magic moment three to five years away when I finally become cash flow positive. Meaning, I'm not losing money faster than I'm making it. I’m NOT breaking even; I'm just finally going in a straight line. I'm NOT making any money, but I'm NOT losing anymore. Then you keep tweaking and tweaking until you reach the mark where... *hopefully*... you’ve made more money than you took on to fund the business. And *this* is literally what I was taught in college… When the curve moves upwards enough, then you're profitable. The moment the curve starts to get to a certain zone (see below) you can take profit - which is great. You make a lot of cash... But as soon as you start increasing at a decreasing rate, meaning the curve starts going level, you're taught to sell. You go into the stock market with an IPO, and you sell off your company and you no longer own your baby. That SUCKS! You work your face off, but then most of your decisions will be made by a board… Y...

"How to market your business" "marketing strategy" "product launch" You walk into a group of people (your dream market)... what do you say and do to get their attention? STOP! Before you read any further, I wanna drop a truth nuke… Reading this article could either be the best thing you do all day… or a MASSIVE distraction. ARE YOU READY FOR A PRODUCT LAUNCH? So before you continue, I want you to answer these quick questions, (and here they are): Have you studied Market Selection? Do you have a Product? Once you have a product, these are some of the Acts of Marketing that you can use to create a ton of noise when you launch. I've been at this game for six years now, and hindsight’s 20/20... so looking back, if I give one piece of advice, it would be: Stop obsessing over: Funnel types - until you have a product Offer Creation Methods - until you’ve chosen a market Your Dream 100 List - until you know who your dream customer is What to build - until you know who to sell. Last episode, I talked to you guys about how to select a market, and it's super powerful - I believe it’s where EVERYONE should start when they're trying to decide what to sell… The big issue that I ran into in college was I was that I knew a lot of strategy... but I didn't have a product… AND THAT’S WHY I WAS BROKE! So if you're studying Acts of Marketing without a product… Stop getting distracted with campaign styles of marketing. If you don't have a product yet, don't worry about this crap. This is powerful stuff, but you don't have to know EVERYTHING at once. CASH FLOW IS KING … First of all, you need to learn: Market Selection/ Market Design, i.e., How to choose your market… Start selling before you create the product (which is totally possible). I made six figures before my product was even done - which is super powerful. Events are the same way. The next OfferMind event hasn't happened yet, but we've already cash flowed a lot on that thing. You can study market selection without a product, but studying acts of marketing is a distraction. INSTEAD... Study product creation. Study The Seed Launch from Jeff Walker. It's a great way to get a product out there that you don't even have built yet to get paid for… There’s no bait and switch, your customer knows that the product isn’t created yet. What I'm trying to help you understand is… Acts of Marketing are very different from Market Selection I believe acts of marketing are the second thing that you need to study. Too many people get distracted by the acts of marketing... ...and I'm teaching Acts of Marketing today. I’m gonna teach you how to get your product out there. So if you don’t have a product yet, I’d figure out how to choose your market first. MY NEXT MARKETING STRATEGY? The BIG QUESTION that I’m trying to answer at the moment is: How do I sell more OfferMind tickets? … that’s the thing that I'm trying to figure out right now, and I'm not quite sure on the answer yet; I've got a few places I can take it… So in this instance, I'm NOT talking about Market Selection, I'm talking about Acts of Marketing… and I’m specifically talking about Launch Campaigns. There are launch campaigns, and there are evergreen campaigns. A launch campaign leads to a single day/ event/ time, where all the pressure is released in ONE go. A launch campaign introduces a product to the market in much the same way Hollywood does with a movie. (I’ll cover evergreen campaigns in another blog) But for now, let’s take the Avengers: Endgame… There was a lot of pressure and a lot of build up. There were even whole movies ahead of time setting it up. On the radio, I heard that Endgame is the fastest movie ever to gross $1 billion, or at least they're on track to be. That's nuts! That’s the fruits of a launch campaign... Most of the time, people don't design a launch campaign - which is why they don't ever have this BIG injection of cash. That's why I did the OfferMind MasterClass two weeks ago, (I needed a week to recover - it was full-on)... The MasterClass was what we call a Seven-Day Launch and you can read about what we did here. The seven-day launch is designed for a MASSIVE injection of cash… And *SPOILER ALERT* - that’s what happened. We had a six-figure weekend. BOOM! A huge amount of cash came in… HOW TO MARKET YOUR BUSINESS... So we’ve just had a BIG injection o...

One of the most frustrating things for me at the beginning of this whole game was that I didn't know what a market was... and there wasn't anybody who could really define it for me... SALES STRATEGY SHORTCUTS? Usually, I don't believe in shortcuts, but if you know your market, a lot of stuff just gets answered for you… and it’s much easier to pin down… Your Messaging What To Sell The Funnel You Should Build. Existing companies I work with like this a lot because it helps them position themselves in relation to their competition New people want this because it actually fills in a lot of the questions that get asked along the way. For Example: What should I sell? Who am I talking to? What kind of sales message should I create? Choosing the right market is one of the major things that help to shortcut the game for real. HERE’S THE PROBLEM… There are some things that it's obvious that I need to teach; I can see everyone's struggling with X, Y, and Z… However, there’s an area in my brain that I've NOT quite uncovered yet and I keep trying to reach to it. A few days ago, I woke up at five, 5:30 and spent three hours trying to figure out what question I should be asking… I believe that questions invite revelation; therefore, I must be careful of the questions that I ask. I always consider the questions and ask… and who I’m asking those questions to. For example: Am I asking broke people questions... or am I asking rich people questions? In fact, I have a whiteboard where I list out the major questions that I feel I should start asking. I'm NOT trying to answer them, I'm just logging that I have that question. Then when I get a little more clarity on what I need to be asking, I go to my bookshelves… I buy a lot of books. … and it's because I'm trying to create clarity on what question I'm hunting the answer for, so I don't get stuck in learning loops… I just hunt the answer. … and I've been hunting answers a lot lately. Half of what I do is teach people, “Hey, this is X, Y, and Z - I see a lot of people are struggling with this.” The other half of what I do is in a discovery realm that’s super fun mentally, but exhausting. And there's something that I’m trying to grasp, and I'm NOT quite there yet… HOW TO GET MORE CUSTOMERS I used to believe that in order to have success, you needed a good funnel. Now before anyone poops a brick, let me explain... Originally, I’d build a funnel and then I build an offer contingent with the funnel that I’d hacked... NOT based on what the customer needs... Then I’d build a sales message. Eventually, I realized that I needed to be doing the exact opposite… Instead, I need to create the… Sales Message Offer Funnel ...and I started teaching it that way. However, I quickly realized that wasn’t where I needed to start I was like, “Wait a second, I’ve gotta go even further back; way before the sales message and get to know the Red Ocean a little bit more.” ...and that's when I started creating my Red Ocean Analytics Checklist. It’s a living, breathing checklist of my actual findings; I'm not taking that from anywhere, it’s my stuff. Red Ocean Analytics, Baby! So before I’d create an offer, I'd go through the Red Ocean Checklist… But then I was like, “Crap, no! We can't start at the Red Ocean, we have to go back even further because there are other oceans and other markets…” There are ghost markets We have to think in terms of the customer … I have to go back even further. The further I've gone back, the more I see that when people just follow the framework, (and not even well), the chances of their success goes way up. The challenge is that I can tell that there's another stage before friggin' market selection that’s starting to pop out. But I can't tell yet if it's a pre-market selection or something that’s in it… Sometimes I feel like it's ‘The Beautiful Mind’ kind of thing, “Y'all here?” It's like schizophrenia, “Aah, pictures, patterns everywhere...” That's my unique ability. I'm not very good at many other things besides this. ART VERSUS SCIENCE It seems funny for me to say, (cause I'm the “offer guy’), but I'm at a spot now where I believe you can't even make a good offer until you know… The market you’re selecting The customer journey and where they've been previously. I can't sell something to a customer that they’ve already gone through - and that's what I mean by a ghost market. It's the ghost of “marketing past.’ The ghost of the ‘vehicle past’ that they've already gone through. It’s interesting to start looking at the journey the customer is on… You have to understand that piece… Market selection is still an art right now 'ca...

Here's a deeper look into how I launch my podcast content and the sideways webinar I sneak in… Marketers are event throwers. … and you can use this strategy to your advantage in ANY content that you put out - yep, even your podcast or your blog! I’m gonna show you a strategy that I use in my content to: Break Objections Build Epiphany Bridges Build Pressure Announce and Sell products … it’s time to throw in a sneaky *SIDEWAYS WEBINAR* I DON’T WANNA PUBLISH When I went to my first Funnel Hacking Live, I knew that I was prepared to do ANYTHING Russell said… EXCEPT publish! I took 52 pages of notes FHL and in those notes, I actually wrote... “I don't wanna talk!” “What am I even gonna say?” “I don't even know if I'm interesting enough to listen to!” My very first episode for Sales Funnel Radio was an interview because I didn't know what to say. To start with, I just published because Russell said to do it. I fought him on that for a while... Fear of talking was one of the things tripping me up. … but then I realized, “Woah, producing content is changing me faster than I could change myself!”. Creating content was teaching me what to sell faster than I could test things out. I’M A CONTENT CREATOR I’ve finally accepted the fact that I’m definitely in the content business! One of the biggest questions I get right now is NOT: how to create an offer how to create a funnel how to create a sales message. ...instead, it’s, “Stephen, how on earth do you come up with your podcast content ideas?” And that’s a very valid question - because I produce sooo much content right now… (Bonus points if you remember the fish slap episode ;-) ) I’ve just bought mycontentmachine.com specifically to deep dive into how I create and publish content. There’s a third show that's about to come out, (which is exciting)… and there's a lot of strategy behind it. However, right now, I’m going to let you in on a secret... (and I wonder if you’ve noticed me doing this?). WHERE I GET MY IDEAS FROM...Often, I create content based around: An idea or an “AHA!” that I have Problems in my business and how I'm overcoming them (a fun thing to document!). Straight up documenting the journey of what I'm doing. ...but other times, I actually use a webinar script to create content. Did you realize I was doing that? It’s very effective ;-) WEBINAR SCRIPTS… THEY’RE NOT JUST FOR WEBINARS You’ve probably seen a webinar, right? Sometimes, when I say, “Webinar,” people just roll their eyes. To that, I say, “Well, we're still making a ton of money off of automated webinars… Webinars are NOT dead. In fact, a while back, I realized that webinar scripts are NOT just for webinars - they’re for ANY selling...EVER! So… The question I’m gonna answer is: How I use webinars scripts to create content without you knowing that I’m doing that? Well, here’s an example… During my last podcast episode, I shared all about my high-end program MyOfferLab with you... and while that wasn't a webinar, it was very much me breaking and rebuilding false beliefs. My intent was to... Help you understand why OfferLab is so cool. Make you think, “Oh my gosh! This program could actually shortcut my success by a few years!” IF I COULD LAUNCH SFR AGAIN… The first 30-ish episodes of Sales Funnel Radio are so bad, that in some ways, I wish I could delete them… You could tell that I was reading them out. I was like: ”Hey, what's up everyone? This is Stephen... uh, Larsen… Uh, you're listening to Sales Funnel...uh, Radio... uh....”. The content was great, but the delivery sucked so bad. (Oh, how I wished I could go back and do them again) I probably would had deleted them if Russell hadn’t told me to keep them (and you should keep yours too)... *It’s really helpful for your audience to see your journey because it helps them believe that the same transformation is possible for them. My advice is: Don't listen to yourself for a while… it's gonna bother you … it’ll totally get in your head… You’ll start thinking: “Do I really sound like that!?!” Naturally, I sounded really HOT! ;-) Errrm… Sadly, NOT true! I was terrible, “Oh...

I'm going to show you a deep look into the top of my Value Ladder and the offer we're selling there (and why)... We're in a marketing economy where customer success equals the future of our companies. … so if you can't get success for those who buy from you... you're gonna die. So one of the questions I ask myself is: How can I get faster results for those who purchase from me? My answer is LIVE EVENTS… but not any ole live event - I’m talkin’ something SPECIAL… In two days from the publication of this article, I’m gonna be running my first high-ticket event, OfferLab … And I thought I'd tell you what it is… and why I know that it’s gonna get AMAZING results for people. First, let me tell you why I LOVE live events sooo much! EVENT MAGIC There's something to good Live events that makes them extraordinary If somebody's willing to schedule a time to come to a live event... i.e., Get the babysitter Take off work or their own business Organize the flight and the hotel room Take the time to show up ....that's NOT the same kind of individual as someone who wants to download a member's area, and just consume content in their basement. You know what I'm saying? It's just NOT the same kind of person. The more workshop style events are the ones that I appreciate going to the most. I don't just want to be spoken at... Even OfferMind is not just a ‘let's just listen to Stephen speak for three days event,’ I hate that. I'm there to network... but it's NOT why I go. I'm there to learn… but I'm NOT there to be spoken at. I really wanna do things at events that are hard to pull off on my own or that would take me a huge amount of time or money to learn on my own. I think this workshop-style approach was part of the reason why FHAT was so successful back in the day. THE FHAT EFFECT! The FHAT events were small groups of 60-ish people. It was an expensive room - people would pay 15 to 30 grand for three days. First, Russell ran the event... and then eventually, I had the privilege and the honor of running it for him. So people would work with me during the day and then Russell would do spot training in the evening. It was a really powerful event. Eventually, I began to notice this weird phenomenon, ( I didn't expect this at all), but without fail, the fastest success stories ALWAYS came from people in the FHAT event. I'm sure there were anomalies, but that was the general pattern. That was a powerful lesson for me because I started realizing ‘the role of the event.’ A lot of people were already successful... or they were brand new and serious… But I think one of the reasons why the FHAT success rate was so high had less to do with whether someone was already successful… and MORE to do with *INTENT* It was the reason why they showed up in the room. The FHAT Event was fast, furious and very focused... it was a workshop style three straight days... and by the end, people had tangible results: “Sweet, I got my sales message.” “Awesome, I got my offer.” “Cool, here's my funnel.” And for what we didn't get done there was a ton of easy pre-built things for them to use... . We specifically focused on all the things that are very hard to do on your own. THE DEATH OF FHAT The FHAT event doesn't run anymore... and here's been this hole in my heart ever since. I can’t bring the FHAT event back because it's NOT my event (it's a ClickFunnels/ Russell Brunson event), but I've always wanted to have a similar event of my own… But I wanted to bring it back in a very different way… I’m talkin’ Larsen style 2.0. INTRODUCING OFFERLAB... OfferLab is happening on May 23rd, 24th, and 25th - it's something I'm only doing twice a year - so far, I don't see a reason to do it more than that. At its core, OfferLab is a workshop event. Now, I know that's nothing new... but stay with me ;-) OFFERLAB DAY#1: After the first Funnel Hackathon event, Russell and I realized that people needed to go through a whole bunch of stuff before they showed up to the event… Otherwise, we just ended up re-teaching all the stuff that was in the member's area. I don't want to do that. Why would you come to an event where I'm just gonna teach you the same stuff that you had inside of a members area? Sooo… Day #1 is a recap and a spot-check - people already gone through an in-depth 90-page workbook. The last thing anyone needs is MORE content - so the workbook is focused teachings with specific outputs that build upon each other. I want to check that people know: Who they’re selling to What they’re selling The core problem they solve Their core offer <...

I thought it'd be cool to document what is happening during our 7-day launch of OfferMind Masterclass. The good and the bad… One of the biggest reasons I've noticed people don't have success with launch campaigns is NOT because your… Product isn't amazing Offer isn't good enough Sales message isn't doing its job ...it's literally the way that the campaign is brought to the market. A lotta times, your products are already good - it's just that you don't have a launch mechanism, and you don't understand what a funnel really is… ...and that's why you don't make a lot of money. So here’s how I’m gonna help you: What I’m about to do next is a little bit different - it’s in 3 different sections that span 7 days PART #1: I’m gonna walk you through a simple 7 Day Launch that I used to sell my OfferMInd tickets - I’d never seen anyone one sell tickets like this... so I thought I’d give it a go. PART #2: Is kinda a mid launch check in to give you an update on how things are going - what’s working and what’s not! PART #3: Reviews the campaign as a whole - how did it go, what I learned, and what I wish I done better? HOW TO LAUNCH A PRODUCT HOLLYWOOD STYLE You can learn a lot from Hollywood - if you watch the way that they bring movies to the market you’ll notice that the pre-sell is EVERYTHING! If the first time you ever hear about it a movie is on the day of its launch - that's a HUGE failure! You often see weekend box office sales hit 100 million dollars - that wouldn’t happen if there wasn’t a lot of pressure built up ahead of time. … and yet many marketers often have a ‘build it and they will come attitude’ and they launch their products without putting any thought into the campaign. I want to show you how to STOP leaving money on the table! CHANGING BELIEFS At the core, markers change people's beliefs. However, the act of marketing, (a lot the time), revolves around creating campaigns… And... CAMPAIGNS ARE A DYING ART! I love Frank Kern's most recent book called Convert… Frank says, “These are campaigns... and I believe the campaign is dying.” … and I was like, “I DO TOO!” (Many times, I’ve ranted about people are forgetting what campaigns are - and that they think a campaign is just a Facebook ad) So I want to show you how we launched the OfferMind ticket funnel by creating a ton of noise, Hollywood style campaign... My subtext is that I hope this will incentivize you like crazy to join my programs - because we actually do what I'm teaching. I'm not just re-teaching stuff that I heard from somebody else - we're actually actively doing this - which is very important to me. CREATING A (PROPER) LAUNCH CAMPAIGN The first time I ever learned this strategy was when I was working at ClickFunnels. Russell was hanging out with Brendon Burchard, and Brendon has this thing called The 7 Day Launch. Now, this is Brendon’s thing, and you should totally go learn it from him… I'm just gonna teach you briefly how I'm using some of the launch principles to sell tickets to OfferMind. If you guys went to Funnel Hacking Live a couple of years ago, and you remember the documentary funnels, it’s very similar to that funnel style. At the time of this going out, OfferMind tickets are available - so if you go to offermind.com you can get tickets, but we're expected to sell out pretty quickly. I'm psyched about it - so go to offermind.com to see if there are any tickets available. Now, back to the Hollywood launch… I realized that if I just saying: “Hey, OfferMind Tickets are available…” is kinda an anticlimax… … and I don’t want it to be that way! You see, marketers are event throwers - whether the event is physical or not. I'm NOT saying you have to pull out the stops and throw an OfferMind to be a marketer, that's not what I'm saying at all... However… To be a good marketer you have to be good at creating pressure, and then releasing it in a single direction. Anyone who can do that... has A LOT of power. CREATING A PRE-FRAME Recently, I went Jeff Walker’s launch event, and I got so excited just during the first half of the first day, 'cause honestly for half of the first day, Jeff did nothing but pre-frame the entire crowd. I didn't know you could pre-frame that long, and frankly, it was very impressive. The event is three days, and eventually, Jeff sells you into his Launch Con Program, and ‘cause I'm a Funnel Hacker, I bought the program to see how it works. I love Jeff Walker - the book Launch plus DotCom Secrets is what finally helped me create success. There’s a BIG lesson because I learned about funnels and launching rather than product creation. Anyway, at Jeffs event, I took two full pages of notes of watching what he was doing… and for two-three hours, he did nothing but pre-frame. The entire first session was just pre-framing - it was crazy nuts! At the same time, I was thinking through different campaigns that have worke...

Today I want to give you a peek behind the curtain to share with you the reasons why OfferMind … ..was FREE the first year ...will NEVER be free again … was a very STRATEGIC move on my part WHAT WAS GOING ON? People have asked why I gave OfferMind as a FREE bonus to the 30-Day book… Others have gotten mad that it's NOT free any more… And one person, (and I totally get this), commented that they hadn’t come to Offermind BECAUSE it was free… He’d judged the content based on the fact that the event was free. First of all, OfferMind was NOT a cheap event. Even though it was free, it cost me $80,000 to put on. We didn't make much money from the whole thing once it was said and done, and I’m totally fine with that… In fact, making money wasn't the primary purpose of OfferMInd at all ;-) For you to understand WHY I need to walk you through what was going on in my business life at the time: I left ClickFunnels in January 2018 I started out selling in the network marketing industry, (which I'm still very much a part of) #secretmlmhacks Around September 2018, I started to wonder about my life’s purpose “Oh, my gosh... what is it that I really, really, really wanna do?” I’d identified a place where the market wanted some value. I knew how to deliver that value and I was selling in that space… and it was going extremely well. I love Network Marketers, but I’d started to wonder what it was that I actually wanted to be known for? So I started having some deep heart to hearts around finding my purpose and I started future casting 5, 10, 15 years - which isn’t something I usually do. WHAT DOES THE FUTURE HOLD? I always hate it when gurus ask you to set goals by asking, “What's your life gonna be like 10 years from now?” By the beard of Zeus… I don't know what my life’s gonna be like six months from now most the time! I think it's stupid to plan that way. I think it was Tim Ferriss who said that after six months planning is just guessing... I totally agree with that. There's some fluidness that I can't have if I try to plan everything out all the time... However, as I learned from Alex Charfen, you need to be able to predict the future in your business so that I know what action to take… and what I need to do to make things come to fruition. ...I've been practicing this a lot in last six months, and it's been working. I say, “Hey, here's where we're going,” and then we go there... BOOM, it shows up - which is awesome. Now… Back to the PURPOSE question… I started asking: What is it that I actually wanna do? How is it that I wanna move forward professionally? What do I really wanna be known for? What’s my natural skill set? What are am I already known for? What am I good at? It's always best when you can build a business around your natural skill set. I'm not saying you have to... but it helps a lot. I also started consulting with people that I look up to who are my peers and my coaches. I hire a lot of coaches, guys. That’s one of the fastest accelerants to the game. I get coached. I know I bring up Russell Brunson a lot... and it’s because I spent two years sitting next to the guy. It's NOT like I did anything else. I didn't have any hobbies. It was such a fast work pace over there - I didn't do anything else with my life. So, I have two years of memories that I keep going back to. THEN STEPHEN ASKED RUSSELL THE PURPOSE QUESTION… A bunch of us were hanging out at an Inner Circle at James Friel’s house. Russell and Myron Golden were standing side by side, I was on the other side of a couch, and we were talking... Russell looks over and asks, “How are things going then?” I said, “Good, but I'm trying to figure out what my purpose is?” (Have you ever asked that question? It's an important question to ask…) ...the moment those words left my mouth, Russell starts laughing hysterically. I was like, “It's a serious question, dude. I feel like that's something that you shouldn't be laughing at!” ...but Russell just kept laughing. Myron looked around and asked, “Wait, what’d he say?” Russell said, “He just asked the purpose question,” and Myron starts laughing too. I was like, “Why are you guys laughing at me? I’m assuming you're laughing because you're telling me it's NOT that big of a deal, but I'm acting like it is?” Myron said, “Stephen, I only found out what I wanted to do three months ago.” Russell said, “Yeah, dude, you came in right after I figured out what I wanted to do, #ClickFunnels, but I'd already been in the game for 12 years.” https://media.giphy.com/media/69qpuTOBTsHTJRcNkW/giphy.gif I was like, “...that makes sense, and I understand and accept that... but I'm trying to figure out if my purpose something I hunt... or if it’s something that’s discovered by me along the path? <...

I believe heavily in models, patterns, formulas, and systems. However, there's one thing that will always trump a model… I’m NOT a very creative person. When I first started in this game, one of my BIGGEST challenges was finding a prolific idea that would generate income. Have you ever struggled to produce an idea that makes money? I totally did. I carried around a little black book to jot things down in… My lack of creativity seemed to be sabotaging me. I didn’t know how to create stuff. People would ask, “Stephen, what idea do you have?” And I'd be like, “Crap, I don't have any ideas. I just don't.” … they'd look at me all confused, “...but, Stephen, you're doing all this stuff?” *THE PLOT TWIST* One of the reasons that I struggled with ideas was because I kept trying to come up with something that was completely fresh. The Truth is… Very few people on this planet know how to do that… And here’s the Good News... You don’t need to be a creative genius with a head jam-packed with originality to succeed in this game! I’m probably gonna say somethings that’ll surprise you - especially if you’ve been following me for any length of time... But I haven't been able to put this into words until now. PRINCIPLES OF BUSINESS I think the BIGGEST thing that can cripple you is when you start comparing yourself to entrepreneurs that have already been playing the game for a while. When I first started working at ClickFunnels, I’d compare myself negatively to Russell and some of the Inner Circle Members, and that was a dangerous, stupid road to go down. A lot of them had already… Practiced Building Systems. Built Marketing. Created structures that let them move more freely. They had leverage. They could do things without following as many models… which meant they could do things that a new entrepreneur can't. … and that was one of the things I had to get over. What was interesting was that I started looking at what they were doing in a different light… “I SEE PATTERNS” I'm an observant guy; it's one of my unique abilities... and one of the reasons why I can do what I do. So I was sitting observing all this stuff, and I started seeing a pattern. Let me share it with you… It doesn’t matter whether it’s… Offers Funnels Sales messages Whatever… When you start out, you follow the yellow brick road. You follow the path that's already been paved, but eventually, the road stops. So the question is, how do you behave when there are no more bricks? I’m guessing that you’ve probably heard me talking about the importance of following models and frameworks, and that’s still 100% true. However, I started asking myself questions like: When do you stop following models and frameworks? All the hack... when does that end? … because if we were only able to hack, nothing NEW would ever be created. Do you know what I'm saying? So when the yellow bricks are done, it's your turn, as a marketer, to take the path one step further and build something different to what's already been done. ENTER THE CRAZY ZONE Let me tell you a story… Back in the day, I’d sit next to Russell, and suddenly he would have an idea... which meant he'd go like this, “Uuuuuh!!!!” And we all knew that meant, ‘get up and run.’ So we'd sprint barefoot over to the whiteboard, and Russell would start having these premonitions, kinda these visions... “Oh my gosh! What if we did this? We could do this, this, and... Oh, my gosh! What if we do this?” He'd start drawing them out… and we'd start coming up with offers. (We'd usually brainstorm an offer or a funnel first.) CREATING THE FUNNEL HACKER COOKBOOK This is exactly what happened with the The Funnel Hacker Cookbook. I helped write a good chunk of the book - especially the last bit which is specifically about what funnels to use in different industries. That was my assignment; it took me FOREVER! I went through all the... Major industries that use ClickFunnels Different funnel types Way to use each funnel type in each industry When Russell came up with the idea for the book, he’d started by saying: “Oh my gosh! What if we were to make a book that walks through the major funnel types.... it could be like a cookbook with recipes.” And then Dave would say something... and we'd all be like, “Oh yeah!” Then I was like, “What if you took adult Legos…” ‘cause that's how I taught in the 2 Comma Club Coaching Program. Next, someone would say something like, “Yeah! We'll give em’ Russells pajamas too! Yeah, that sounds awesome.”

There's a single sentence I use to gauge the belief level of those I'm selling. Here it is (and here's how it'll speed up your marketing education)... Imagine a simple sentence that could help you identify the points where your potential customers are getting stuck before opening their wallets to give you cash... Sounds good, doesn’t it?! … and what if I could show you how to increase sales by using this sentence to show you the BEST way to communicate with your dream customers??? Well, Holy Batman (and all the Avengers)! Watch this space... because that sentence exists, and I’m gonna show you how to apply it to your business! “OH, WHAT?!!” Yes, you heard me right! FINDING YOUR CUSTOMERS OBJECTIONS I first had this realization when I was coaching the original Two Comma Club X people, (way back in the day). I realized that there was a single sentence that could help people identify where their marketing was lacking. Over time, I started to develop this idea and test it out... So today, I’m gonna help you to understand your customer more. But first... A BLATANT PITCH What I’m about to share with you is actually taken from a segment of my first OfferMind event… and here comes the pitch ;-) #Everyone should come to OfferMind. Tickets are already selling fast, and I'd love you to be there. We have an amazing event this year. We ONLY have 1038 seats and Russell Brunson is keynoting! … and the swag, well that’s another story! … BUT I’M NOT PROFESSOR X One of the things I hated when I first started learning about marketing was that gurus would say things like: “You gotta join the conversation that's happening inside your customers head.” ...and I'd be like, “Okay, how do I do that?” But that would be it… that was the sum of their advice! It was frustrating for me... I didn't understand what it meant to join the conversation in my customers head. I didn't know how to do it... I was like, “ … what are you talking about? Are we talking a Charles Xavier X-Men kind of thing? How do I get inside their head?” … I felt like I was lacking some special power. I didn't know how to actually pull off what these gurus were talking about! … so I started coming up with a cool way to get inside my customers head by watching what they were saying. CREATING A FRAMEWORK I don't like creating something that I can't measure, and so I put together this simple framework. The framework massively follows the vehicle, internal and external false belief formula that we use to move a customer through the process of buying. What's cool about this sentence is that it helps me figure out: How ‘sold’ somebody is. Which false beliefs I need to crush. I want to show you: How the brain experiences the sale. The sentence that runs alongside each stage that helps me know where people are stuck. When I join the conversation in my dream customers head, (using this technique) I can see whether the belief they’re stuck on is: Vehicle Internal External Then once I know where they’re stuck, I can engage with them in that place and help to move them along to the sale. I’M A DETECTIVE I do a lot of Facebook Lives, and as I'm doing them, I'm watching the comments to see the reactions. There are certain things that my potential customer says that let me know: “Oh my gosh, my sales message/ funnel is NOT doing a certain thing well enough…” It's the way people say things which makes me think: “Hmmm… it looks like that person's stuck on internal based beliefs. They think that they’re NOT good enough to pull off what I'm showing them … or they don't think they have enough time?” I run a sentence through my head to analyze comments and get inside the head of my dream customer Let me ask you a question… ARE YOU A SALESPERSON? If you have a business, your hand should be up! Q #2: Do people ALWAYS buy the moment they see your product?’” A: Probably not! What! But I thought your product was the best? I thought it was amazing... (This is where it starts to get good my friend.) Q #3: Why don't people buy? A: (

I'm personally very against a heavy focus on systems until after you're cash flowing regularly. These are some of the most frequent systems I build POST-revenue… There are two things that will kill an entrepreneur... Positioning. Not taking on help when they need it I talked about positioning in last weeks blog about finding your big idea… and if you want to do a deep dive, *COUGH*... OFFERMIND ;-) BUT… How do you know when it’s time to take on help? There’s a ton of answers to this question... and I'm NOT telling you that what I'm about to share is the law, but for me, (and for where I am now), this is what’s worked… (...and as usual, it’s the exact opposite of what I was taught in college ;-)) RUNNING A SUCCESSFUL BUSINESS I remember when I made the jump and left ClickFunnels... I pulled in about $200,000 really quick. I was like, “Man, this is more money than I've ever seen in my life.” It was a big moment for me and it was very validating for MANY reasons… and you’d think that would be the most AMAZING news ever... However, at the time, I was the ONLY person in my business. Soooo… I had to voluntarily turn down my revenue in order to turn up my systems. I've told some of these stories in the past as I was documenting my journey. That was well over a year ago, so now I can look back and see all the systems that I actually put in place. College taught me to build a business by first putting the structure together... and then hoping the structure you built is good enough to cause revenue. *THAT SUCKS* Don’t do that! BREAK THE RULES NOT YOUR BUSINESS I approach building a business in the EXACT opposite way to what I was taught at college ... Build the revenue Build a funnel Make sure sales are coming in Use that cash to build a system. ... it works way better... and you still own 100% of your business (# No VC funding.) I am revenue-focused... and sometimes that means other systems in my business suffer a little bit, but I'm not gonna build a system with no revenue. If you give up half your business for VC funding you get golden handcuffs ...and you’re left hoping that those systems create revenue. That's a broken business model, but that's what everyone does. That’s the model that I was taught at college. That’s the mainstream model of entrepreneurship. It’s the model that you see most on Shark Tank. I.e., “Let's go create…” What's my logo going to be? What's my slogan? Where's our business building going to be? Let's incur all these recurring costs and take on debt to pay for systems that are hopefully good enough to create revenue. URGHH! Instead, I'm going to teach you how to: Solve a core problem with a core offer. Create revenue. Take your revenue to build the systems that support the revenue. … that's a far better way to play this game. It's far more secure, and it's waaay easier to win. A lot more people make it that way. Two Comma Club winners don't just build freakin’ business systems with their logo, slogan, and mission statement... I call this crap-poop… It's just junk. I've NEVER seen anybody make the Two Comma Club on their own. WHEN TO HIRE? So here’s the question that sparked this blog... Q: “What steps have you used to increase your speed from when you first started your journey breaking off from ClickFunnels versus today?” (I was asked this on a recent FB live and also in an interview I did) A: One of the things that I've done heavily is team building. When I left ClickFunnels it was just me! … which meant I was the guy doing fulfillment.. the selling… the closing… the marketing. I was the guy on camera... and the guy doing support tickets. That's a lot of freaking roles. It's fine for a while, but then soon... you're gonna die. You need to get some help... or it’s curtains for you and your business! Let’s break this down… as an entrepreneur, you’re gonna die if... #1: You don’t position yourself well. You don’t have an anti-red message in a blue ocean. This is waaay more important than getting VC funding. That’s crap! Most businesses don't need that junk. Bootstrap and own your whole business. You’ll actually get further and do better without VC funding. #2: The second thing that will kill an entrepreneur is NOT taking on help when they need it. HIRE WHEN IT HURTS One of my favorite books is called Rework and there's a concept in there that says you need to “hire when it hurts.”

I'm frequently asked how I found my 'big idea'. Here are some helpful things to consider that should help you land something that you love AND that’s lucrative... Let me ask you a question... Are you: Struggling to identify what you should sell? Trying to validate what you're about to sell? If you answer ‘YES’ to either of these questions, then grab a notepad and pen... because this could be one of the MOST powerful lessons you’ll EVER learn, so take notes. What I’m about to teach you is the EXACT opposites what I learned in college. I’ll probably ruffle some feathers by saying what I’m about to say, but whatever… You’re also gonna get a sneak peek into my Core Problem Planner. YOUR BIG IDEA So what is your BIG IDEA... and how do you find it? Your BIG IDEA is the one thing that represents the core of an entire business. The mistake that most people make is that they try to create the problem and then provide the solution. This was what I was taught at college... and many infomercials are created this way too. I'm NOT saying it doesn't work, but I'd rather find a group of people who already have a problem. IT’S SO MUCH EASIER! You find what problems your red ocean is suffering from already, then you solve a legitimate problem. So… Q: How do I come up with my one BIG IDEA? A: I don't come up with it. (… this was something that tripped me up for a long time.) Instead: I go to an insanely competitive red ocean, (which is exactly the opposite that I was taught in college), and figure out the problems that they are ALREADY having. Then I rank the problems. Something that I'll bring you guys through, in far more detailed than I did last OfferMind, is what I call The Core Problem Planner. YOUR CORE PROBLEM Each one of your businesses should solve a core issue. So I look at a red ocean to figure out what the problems they're already experiencing. Remember… I don't need to create the problem, it already exists. Then I start ranking the problems against a series of criteria... BECAUSE not all problems are: Created equal. Understood by everybody in the red. Something people are willing to pay money for. If you’re coming to OfferMind, (which I hope you are), this is the stuff I talked about with pictures, drawings, formulas, and maps. Someone asked me, “Stephen, where all these formulas you’re forever talking about?” THEY’RE AT OFFERMIND ... just dropping that out there ;-) So come to OfferMind and you’ll learn: What to look for in a red ocean. Which red ocean to choose. What an ocean is #period. What signs to look for when you pick a problem to solve. How to create a new offer. How you launch your offer to that red ocean. It's very granular. Theories are cool. I love teaching mindset stuff, (that's really my main role with the OFA Challenge). ...but at the heart of it, I think some of that stuff gets fluffy. I want: Formulas Patterns Maps Blueprints ... that's the stuff I get motivated over. I'm a geek, man. I'm a geek, but geeks get paid! So whatever… YOUR CORE OFFER I love watching Shark Tank, not because I believe in VC funding, I like seeing the ideas people come up with. ...but lots of times people have these ideas that *they* came up with. *WRONG* It shouldn't come from you! The Core Problem Planner helps you identify the problems that are already being experienced in the red ocean. Then you rank them according to several things: How easy can I talk about the problem? (Not the product, the problem.) You lead with the problem, not the solution. This is the opposites of what I was taught in college. So when it comes down to it... I don't come up with the main idea. It shouldn't come from me. I'm not the one filling my own wallet. I'm not the one who's gonna be paying for this. What I do is I go into the red ocean, and rank out all the problems... and based on a bunch of criteria, I find what I call The Core Problem. Which means that my entire NEW… Idea Blue ocean Opportunity ... is NOW based on me solving that core problem. The Core Offer solves The Core Problem. I'm very methodical about the way I pull stuff out. Just coming up with ‘a good idea’ is too freakin' risky. I'm an entrepreneur and I'm okay with risk... but I want it to be calculated. So the thing I've come up with over the last two-three years is how to go identify and rank problem in the red ocean, then create what I call ‘The Core Offer.’ ... that’s what my book will be about, but OfferMind also goes into this stuff. Day #1: I'm gonna teach this whole framework to you Day #2: We’ve got Russell and Dana Derricks are coming in. I'm talking with Myron Golden (I got a soft Yes, we're just trying to make sure dates are fine). I'm gonna try and get Mark Joyner and Bill Glazer. CREATING YOUR BIG IDEA I have a very unique take on Offer Creation, but the ‘BIG IDEA’ is not something that I come up with on my own anymore... The BIG IDEA is fueled by the problems that ALREADY EXIST in the red ocean. I want to make sure that there’s a genuine problem before I go

Here's a quick example of how I'd make an offer for each major industry... If you want to create a SEXY offer, you need to be a SCHEMER! Oh, YEAH… it’s Claude Hopkins time… ;-) In my last blog, I gave some quick and dirty examples of sales messages across ten different industries. Today, I want to go one step further and show you how to create an offer! … so once again, I’m gettin’ down with the granddaddy of offer creation (and toothbrushes), Mr. Claude Hopkins. (Get with it, Kids!)... seriously, check out this advert... ARE YOU A SCHEMER? Claude Hopkins was *THE MAN* He was one of the world's first Schemers. Now, a lot of people hear the word scheme and think of negative pyramid shaped connotations i.e, dodgy pyramid schemes. ...but that’s NOT what the word Scheme word meant in Hopkins day. In the late 1800s, a schemer was somebody you hired to design your offer. Offers used to be called Schemes. You’d hire a ‘Scheme Man,’ i.e., “I'm gonna get the Scheme Man to come into my business to design my offer and sales message… and that’s the scheme I’ll go to the market with...” Claude Hopkins was known in the industry as being one of the world's best schemers. Claude Hopkins was one of the first to: Give out samples as part of the sale… Test all his headlines with color-codes... Put an ad on a car... He was one of the first people who said that: You SHOULD test... and the ONLY purpose of an ad was to sell, NOT entertain. If you read my last blog, you’ll already know about Albert Lasker, (the energetic bipolar genius who’s responsible for you drinking orange juice at breakfast.) Hopkins was hired by the advertising firm Lord & Thomas where Lasker was a partner. In fact, it was Lasker who brought Hopkins in to work for the company. … which meant that Lord & Thomas were able to create both the ads and the offer for their clients. Claude Hopkins was the top paid scheme man in the world. At that time, he made $185,000 a year. That’s the equivalent of about 1 1/2 million dollars in today’s money. THAT’S A HUGE AMOUNT! GREAT NEWS FOR THE TOOTH FAIRY Although it sounds pretty disgusting to us... but before an advertising campaign, (devised by Hopkins), people didn't brush teeth. Claude Hopkins was responsible for making brushing your teeth popular. There was a company called Pepsodent who’d invented this thing called toothpaste, and Hopkins built offers and sales strategies popularizing the idea of cleaning your teeth. (“You’ll wonder where the yellow went when you brush your teeth with Pepsodent!”) Claude Hopkins was AWESOME! He’s the total godfather of what I do. He wrote a book called Scientific Advertising in which he said: “The time has come when advertising in some hands has reached the status of a science.” However, that was in 1923, and since then... Offer creation has become kind of a lost art... and that’s the reason why I'm bringing it back. That’s why my Facebook group is called The Science of Selling Online, NOT ‘the science and art’... I don't believe in learning art. I want to learn science; the formulas and formats that cause cash as a rule. Hopkins hated the concepts of making things look pretty, absolutely hated it. When I read that, I was like, “Claude, I'm your doppelganger, man. I'm even losing my hair!” # spot the difference HOW TO MARKET A PRODUCT When people things to me like, “Stephen this won't work in my industry,” I wanna hit them. Are you kidding me? We're talking about general sales/ marketing/ offer creation as a whole. It’s NOT dependent on: What industry you're in. The product you have. You can take ANY product and turn it into an offer… you just need the right FRAMEWORK There's a huge did between selling a product as a single solution, and selling an offer which solves a lot of other problems as well. Right now, at the time of writing this, I have four very simple offer creation templates and frameworks that I use depending on what I'm building… These frameworks are NOT flash in the pan strategies and tactics. OfferMind is where I teach my frameworks, but I want to show you one specific framework that I call XAVIER. I'm a little bit nervous to give this much away, but it's so I can entice you to come to OfferMind.

These are some quick methods to create a sales message in each industry... If you go to clickfunnels.com, (and you don’t sign in), there's a quiz that asks: “Which of These Best Describes Your Business/Service?” Agency / Freelancer Information Products E-Commerce Coaching / Consulting Network Marketing Local Small Business B2B Lead Generation Blogging / Affiliate Non-Profits Just Getting Started / Other Initially, we found that there were six major industries using ClickFunnels. Once you answer the question, ie shows you the patterns that are MOST effective to help you ‘destroy it’ in your industry. Over time, it's kinda flexed out (as you can see above) to ten categories… During the last OfferMind, I walked through each industry to show how I would create a very simple sales message or a hook for each industry. I didn't write the entire sales message. Instead, I showed an example of the type of origin story I’d create or tell to sell in that space. When I talk about building a sales message, most people are like, “I can see how my industry has a sales message, I get that.” There has to be a sales message or the industry would NOT exist. So most people don't have a hang-up about creating a sales message, especially when it's basically just an epiphany bridge script. (If you don’t know what an epiphany bridge script is, you need to read Dot Com Secrets… or I’m afraid we can’t be friends ;-)) However… Offer Creation is where a lot of people start to get hung up. “Well, Stephen, I sell really high ticket, (we're talking multimillion dollar corporation to corporation contracts), there's no way that your Offer Creation method's gonna work for me.” … and that's the one where I wanna slap people and jump through the window! That’s NOT true at all. Then… We get to Sales Funnels... and that's where there’s the MOST kickback. People are like, “Well, I don't think this could work for me.” Again, I wanna go nuts on 'em. So I'm briefly gonna show you the Sales Message Creation I’d use in each of those 10 industries. I’m gonna walk through and show you the hook that I’d start to create if I was selling in that space. SHAMELESS PITCH The reason I’m sharing is twofold: I want to teach that to you how I’d create a hook for different industries. # shameless pitch: I want to convince you that you should come to OfferMind. This is NOT the kind stuff that you’ll find in any other place. If you’re planning to come to OfferMind, and you haven’t got your tickets yet, Offermind.com is up. The room only holds 1,038 people. That's not that many people. We’re literally MAXING IT OUT. We’ve already sold hundreds of tickets… and it's not for about four months yet. WHY OFFERMIND? I coach pretty much every day, and I have a lot of great success stories... but there are the things that EVERYBODY struggles with. So I asked: How do I take the things that everyone struggles with and deliver those answers? That's what OfferMind is designed to do. It's NOT your normal event. I teach frameworks that cause success as a rule. What you’re gonna read next, is directly taken from OfferMind last year… GROUNDBREAKING STUFF Have you heard of Albert Lasker? (Yeah, all my copywriting people) Albert Lasker was ‘The Man.’ He is often called the father of modern advertising. He lived in the late 1800s to early 1900s, and he was one of the first people to take advantage of human psychology in ads. People thought it was the most groundbreaking thing ever, and at that time it was. Until Lasker, most advertisers were just making noise. Lasker was like, “No, let’s consider how people think.” ...and because of that, people were like, “Whoa, who's this guy? This is amazing.” Albert Lasker played a major role in shaping modern advertising. He was one of the forefathers of the industry. I want you to know this because *this* is the market origin story. ...

A while little ago, in my Facebook group, someone hit me up with a question. The question was: “Stephen, would you have made $1 million faster if you’d just focused on ONE business?” ...the question shocked me. Because ...*I ONLY EVER FOCUS ON ONE THING* So, I started thinking about how it can look like I’m doing MORE than I actually am... and it has EVERYTHING to do with how I focus and what I focus on. So if you wanna get a crap ton done, (without burning out), this is for you! BECOMING THE OFFER GUY At the beginning of 2018, I had no product, no business, NOOOTHING. I only had ONE focus… My first product was in the MLM space. I built a product and a high ticket offer. Then, I spent two to three months just putting the systems in place and testing them to see if they worked... I didn't take my focus from that ONE area until the systems in place to run it. But I was kind thinking: “Hmmm, I love offers, and frankly, no one else really geeks out about 'em as much as I do. I'm gonna be the offer guy.” Russell said: “You should be the offer guy!” Dana Derricks said: “You should be the offer guy!” I realized that there hadn’t really been a full-on Offer Creation King since the early 1900’s #Claude Hopkins... ...so I was like, “Yo, I'll be the offer guy!” BUT… that didn't happen until September 2018. BUILDING BUSINESS SYSTEMS Thankfully, by that point, the systems I’d been testing in my MLM business were ninja awesome. Unless we're launching something, I spend only about an hour a week on maintenance… so, now my MLM product is kind of my back-end business. I’m not gonna shut in down… We put $1 in and we get $8 to $10 back out. Why would I shut those ads off? It helps a lot of people, the content is good. It delivers and people make a lot of money from it.… *if they just do it* It's something people want. It's extremely valuable. No one else is doing it. I'm not gonna turn my MLM business off, but I don't have to maintain it that much either. On my side, it's all automated and systems are in place. I have: Support. Fulfillment. Phone people who chat with customers. BUT… I'm NOT touching the business on a daily basis. I'm the orchestrator. Once a week, I'll check in, but I don't really do that much of that anymore… Coulton handles the majority of stuff over there, and now he's got systems and people in place to free him up too. That's what's soooo funny about the whole argument that I would have made more money if I’d only focused on ONE thing. I ONLY EVER DID! I only focused on ONE business. HERE’S HOW IT WENT DOWN… #1: I left my job January - March: I focused solely on just that main MLM product. For the next two months, (up until about the end of April): I set up systems and teams to take over what I was doing. #2: The one thing on top of that was that I'm still pretty involved in the ClickFunnels space. So that might be the thing that some of you guys might try and slap my hand about… I DON’T CARE. I love Clickfunnels. It's like my second home. Heck, I even have Russell stickers on my phone ;-) So, I was contracted as a 2 Comma Club X Coach. I was creating a lot of content for ClickFunnels, and I was doing a lot of events and stuff still… In August, we did the first One Funnel Away Challenge, so we were developing that content as well. However, so much on the MLM side was already automated, so that I didn’t really have to touch it. Do you understand? For the One Funnel Away Challenge, I go live once a day for 30 minutes to an hour, (except for two or three days each month when it’s a little bit more than that), and honestly, I just enjoy it. I tell EVERYONE to start coaching. People overcomplicate thing. If you start coaching, after a while, you'll notice patterns, and see the BIG problems people have... Then you make that a product that solves that problem. BOOM! That's the real reason why I coach. It keeps me sharp. I'm not gonna stop that. I’M NOT THE FUNNEL GUY By about September, I started thinking: This MLM stuff is fun, but what is it I wanna be known for?” I'm not gonna be the funnel guy, ( even though I’ve built a whole bunch of funnels), that'd be dumb. Russell is the funnel guy. He's the category king of funnels. How can I create a business that’s complementary to funnels, but not in competition with Russell? Well, I freak out and dive into offer creation more than anything else. I just bought another book called The Science of Emerging Markets; it’s super nerdy, and I'm so excited about it... My fifth bookshelf is topping out. I geek out, man. Offers are my jam. I love just offer creation. I'm trying to be the offer guy. … but that decision wasn't official until September. MY OBSESSION You have to understand that when I'm putting a product together... no other product exists in my mind. I have CRAZY FOCUS. It’s obsessive, (probably too obsessive), kind of focus.‘I can't sleep that much for six weeks’ kind of focus. And, honestly, it’s not that healthy, but it's how my brain works.<...

E-U-S-T-R-E-S-S... is a massively important concept in my life! Eustress comes from the word euphoria... and the dictionary definition is beneficial stress. I googled it… Eustress means beneficial stress, either psychological, physical, biochemical, radiological.” It literally means “good stress.” So… There's Distress and there's Eustress What does it have to do with Sales Funnel Radio? A LOT, lemme tell ya! EUSTRESS... NOT, YOU STRESS! When I coaching people, there’s often a certain amount of stress that gets caused in that person's life as they take action or do something for the first time. If they're NOT normally an action taker this stress can feel overwhelming. However, know the difference between distress and eustress can be a game changer. Eustress is positive growth stress; the kind you would get from pushing yourself at the gym. BIG MOVES BY MY LITTLE SIS… My sister Marie, is awesome. She's getting married soon, so by the time this episode goes out, she will probably be married. (Congratulations, Marie) However, about two years ago, she was a poor college student who wanted to go to Funnel Hacking Live. She didn’t have a business or any real savings… She reached out to me and asked: "Stephen, I have enough money to either buy a Funnel Hacking Live ticket with a plane ticket and a hotel room... or my groceries and bills for the next month… What should I do?" Talk about a Big Brother Moment... I decided to I ask a question to help her weigh up her options and make a decision. I said: Marie, if you were to go and pay for your groceries and your bills for the next month, what is the likelihood that you will put yourself in a place of eustress and come up with the money to go to Funnel Hacking Live? She said: "I probably won't." I said: "I agree with you, you probably won't… most human beings wouldn't.” Next, I asked: "If you were to go buy a Funnel Hacking Live ticket, plane ride, and all that stuff... what's the likelihood that you are NOT going to figure out how to eat and then die?" … and she goes: "I'm gonna figure out how to live and eat." There you go: "In my opinion, that’s your answer!" If you know that it’s good for you… If you know that it’s the thing that's cause more success… … then put your back against the wall voluntarily, and do it that way. And that's exactly what she did. She bought a ticket to Funnel Hacking Live, a plane ticket, and all that stuff… Shortly after, (like the next week), she started getting her first real clients and started doing work that paid her bills. There's a principle behind this… THE LAW OF ACTION Things will begin to conspire for your sake when you get clear on what you want, honest about where you are, and willing to put yourself in situations that cause good stress. Eustress = Growth So here’s what happened to Marie next… (I tell these stories with her permission) Marie went to Funnel Hacking Live, and they sold the 2 Comma Club X for the first time. Russell did his pitch and it was amazing and there was a CRAZY table rush. For 30 minutes after Russell's speech, people can purchase and ask questions… There’s a countdown clock showing the time left before the next speech, and after it ends, the program will be closed. People were running to the back to sign up… There were only 10 minutes left on the timer when I sat down next to my sister who was talking to a friend in earnest. Marie turned to me and said: "Stephen, what should we do? We're thinking of putting our money together under one account… then we’ll just share all the 2 Comma Club X events " I said: "You could do that, but do you mind if I give my two cents on this?" (I’ve talked about how questions invite revelation in the blog before… I learned this from a mentor/ leader that I had 10 years ago.) I very much believe that questions invite revelation. Here’s how it goes... When you ask the question: How can I get a discount? How can I do this, but not as a full participating member? How can I do this and not pay the full price?’ … you get an answer to that question. So I said to Marie, “ I dare you to ask a different question." ASKING THE RIGHT QUESTIONS? I've watched how wealthy people deal react to a situation where they want something that's more expensive than what they were planning on. instead of saying, “I don't know how to afford this…” They say, “YES,” and then

Once you get clear on what you want as an entrepreneur, the rest is a lot of learnable formulas that you DO NOT have to be pro at... Every once in a while when an interview is just so awesome, I ask: “ Do you mind if I repost this on Sales Funnel Radio?” ... and usually, they're very excited about that. This interview was with Marian Esanu from the High Ticket Client Acquisition podcast. Sometimes the right questions get me to teach something in a way that I haven't taught before. Shout out to you, Marian, this was a great interview. I’ve pulled out the BEST bits where Marian asks me about what I look for when I am trying to decide what to sell. We talk about the whole red ocean analytics thing, (which by the way is a huge focus of the last OfferMind). The next OfferMind is coming up September 2nd-3rd. They’ll be a bunch of really cool speakers coming in and Russell's keynoting. But back to the formulas… Marian asks me: What do you look for when you decide whether or not you should enter into a market. What do you look for when you're deciding what to sell? How do figure out what hooks to use? You have to understand like I can close my eyes, and I can see the whole formula… It's all a big pattern to me. I know the formulas that cause success at each part of the value ladder. I know the formulas before we even choose or start brainstorming an offer to promote. That should be really encouraging to everybody because that's what I teach: That's the point of my OfferLab program That's the purpose of EVERYTHING I do... The offer is part of the sales message. The sales message is part of the offer. They're separate, but they're combined in their purpose. They're equal but different. FINDING YOUR VOICE Marian: What's your thought on somebody starting publishing for the first time? How do you find your voice? Do you just talk about stuff that you're good at, even if you don't know if people are gonna respond to it? What do you think about that? Steve: That is one of the most frequent questions. It’s also one of the questions where the answer is NOT inspiring. We created this event called the Funnel Hackathon Event. We called it the FHAT event. Russell's inner circle was there; these people were paying 25 - 50 grand to be in the room. The room was filled with very rich, very successful, smart people. I had gone through the previous 12 years of Russell's content to organize it. I thought through like, “Hey, in order to know this, you really need to do that. In order to know this, you really need to do that.” … and I put it in a digestible way... and we launched the original Two Comma Club coaching program from that. We decided to test the material against the inner circle, so it was a BIG event for me. Russell was gonna teach, and so I was excited to see how he was gonna do it. I was walking to the event room side-by-side with Russell, and he turns to me and goes, “Stephen, dude, do you want to introduce me on stage?” Immediately, I was like, “No.” I was so scared, like... there's no way. I'm very formula oriented, and I was like, “What's the formula dude? What's the script? How do I MC? How do I bring somebody in?” ...and Russell starts laughing. He's like, “Dude, no wait, wait. Okay, settle down.” I was freaking out, so he took me back out of the room, and we went to this little side conference room. Russell said: “Stephen, I got to tell you something... It’s impressive how well you model me... that's very rare, but dude, it’s time for you to find your own voice. Stop asking how would Russell Brunson introduce somebody on stage. How would YOU introduce somebody on stage?” I focus so much on modeling success, it sounds stupid saying it, but it was the first time in my life where I found my voice. It was the first time in my life that Steve Larsen was born on stage. I was already podcasting... because I was listening to what he was saying... but Steve Larsen started becoming born on my podcast. Around episode 70 or 80, I felt it…. I started doing it the way I would do it. I feel like a lot of the model's we follow will get you to 80%. They'll jumpstart you and help shortcut decades, lots of pain and money that you otherwise would have to spend, but eventually the whole find your voice thing, in my opinion, is very unteachable. I believe that there are things in this business that we can design, but there are other things that we have to discover... and your voice is one of them. So you can follow some scripts and blueprints for a while, and then after a while, it's like: “Okay, how would you say it? Just okay say it that way.” Marian: Got it. So it's more like practice, practice, practice, and the...

I’ve been working on the NEW OfferMind funnel. I have a 7 person funnel building team now, (which is awesome)… So I thought it'd be neat to walk you through: WHY I took the old funnel down… The structure of the NEW funnel... The TWO checklists I use to make sure my team can do their job… How I plan to get MORE big names to speak at the event... The EPIC offer creation that gonna knock this outta the ballpark! WHY I KILLED THE ORIGINAL FUNNEL The original OfferMind funnel that I built was incredible. It was working extremely well... A lot of people had already bought tickets, but I took it down because I when Russell agreed to keynote I wanted to make sure that the funnel was the caliber of Russell freakin’ Brunson. … there’s also another way that I’m gonna use this NEW funnel to create the BEST OfferMind experience EVER… so keep reading ;-) HOW TO MAKE A FUNNEL AWESOME The first page is the sales page. Sometimes we put the order form on that page too, but for OfferMind we actually have a separate page. When people join the One Funnel Away Challenge they get a discount code for OfferMind tickets. When people use their discount code to buy an offermind ticket it subtracts 150 bucks from their ticket. Then… And this is brilliant, (if I do say so myself)... When you buy a normal OfferMind ticket, we’ve set it up so that you can get a ticket plus a discovery call for the exact same price. Crazy Cool, eh! For the exact same price, you can grab a discovery call with your ticket. You add your phone number to the form and it sends that data through a zap over to my phone team who then walk anyone who wants one through a super epic Success Strategy Session. Next, there's a bump coming up…. I don't want to spoil everything, but it's a freaking cool, and I'm gonna leave it at that… ;-) WANT MORE? On the next page, there’s a sweet VIP upgrade... At a recent event, they had a directory of all the VIPs printed in a booklet that was handed out to EVERYBODY. I was like, "That's so freakin’ cool. Oh my gosh, that's awesome." Think about it… What better way to meet the ‘Who's Who’ that you wanted to connect with when you booked your ticket in the first place! OfferMind is 1,100 seats, but… Only the VIPs get: Their names in the Directory. Early access. Dinner with me. VIPs get all this crazy cool stuff, but EVERYBODY gets the ‘Who's Who’ booklet, and you ONLY get to be in the directory if you're a VIP. I was like, "Oh my gosh, that's awesome." BUT WAIT… THERE’S MORE! Then one morning, I was thinking about the second OTO ... (I think about this stuff in the shower sometimes)... Check this out... This is so *LEGIT* I've never seen anyone do this. I learned this when I did door-to-door sales. Here’s what happened: I was knocking in one area and I met a guy. He told me that he was in a real estate thing…. He said, "...but don't do real estate.” Instead, he went to local businesses and told them: Hey, when new people move to the neighborhood they create new habits and patterns very quickly. Can we place some of your product in their house for free? We’ll put you on a list which will be included in the bundle of products. It's $50 a month per house that we place. Typically we place 200 houses a month. ...so basically he’d get companies to donate their product plus pay $50 a month to be part of this thing. They were collecting several hundred thousand dollars, and doing nothing. I was like, "That's ridiculous. That's crazy." So check this out: The first upsell is to VIP, but then the second OTO is the opportunity to buy a one-page ad in my Capitalist Pig Ads Book. Everyone can place an ad for NOT much money at all. At the event, I’ll put these booklets on every single person's chair. So for $500 you can put a full page spread ad in front of a targeted audience of 1,100. That's crazy. Then as part of the offer, we’ll use that booklet in future OfferMinds and other events... You can go use Funnel Scripts and all these cool things that we teach you to make sweet ads. Plus, it'll give me even more things to talk about on stage. I'll give a shout-out to the coolest ones, and immortalize you in the videos. What a freaking sexy offer, right!

This is one of the first things I did to expand my team on the flight back home from Funnel Hacking Live... Ray Higdon crossed the million dollar mark extremely quickly, and at Funnel Hacking Live he shared some of the tactics that he uses to grow his business at epic speed. He had a great product, but that doesn't mean it's gonna sell, right? ...and that's something I focus on a lot. Anyway, Ray dropped a tactic that I thought was brilliant… So I want to share the genius way Ray discovered to boost his Facebook Community...and some of the surprising things that happened when I used the same tactic in mine… (You are gonna be surprised) ;-) SOCIAL AMBASSADORS There's a lot of negativity on this planet, and sometimes we need safe havens to go where our dreams are still okay and we don't have to constantly be in defense. So to keep engagement high and help people to know that their online community is a well run and safe place for them Ray created Social Ambassadors. Here’s what he did... He put out a post to his group which said: Hey! I’d love you to be a social ambassador for my community. We expect around five hours a week from you... and just to be completely clear, it doesn't pay anything… But you will get: MORE access to me. A chance to chat with me a bit more. Exclusive behind-the-scenes stuff. To be part of team huddles before we do events. Exclusive swag, etc. ...and that was kind of it. I thought: “Hey, that's really interesting.” So on the way back from Funnel Hacking Live, (on terrible Delta Wi-Fi), I decided to apply his strategy. What happened next shocked me… FINDING TALENT I created a Wufoo form and posted it in the Science of Selling online and a few other groups along with a post that said: “Help Wanted!” I asked everyone who was interested to answer a few questions: How long have you been in the group? What programs of mine are you a part of ? I wanted to know how much they could help people if I made them a social ambassador for my community. The last question said something to the effect of: “Do you understand that this is NOT a paid position? This is NOT a position that comes with monetary pay, but you’ll get MORE access to. Are you okay with the fact that you will NOT be paid?” It was very forward about the fact that there was NO MONEY involved, and the applicants had to tick “Yes” or “No,” to show that they agreed About 72 hours later, I checked the stats. 116 applications had been started… BUT… ...by the last question, ONLY 26 actually finished. There were even some responses from people who were just a little bit mad about the no-pay thing. So I wanna explain something to you guys about this… MOTIVATION MATTERS I learned this somewhere in my childhood... Sometimes you just do stuff to do good things... Sometimes you just do things in order to be more known and gain proximity around other people… When I got the call to let me know that I’d been hired by Russell, I was like: "I know this is terrible negotiation strategies, but I would do that for free. You're saying you're gonna pay me to come sit by Russell so that I can help him build funnels? Yeah, totally, 100% absolutely!" When I'm looking to hire somebody or bring somebody into a team, I want them to be married, first and foremost, to the mission that I’m serving. I’m The Capitalist Pig (#got the t-shirt) I'm trying to teach people to get rich. I'm trying to teach people who didn't have an upbringing with a silver spoon. I'm trying to show people who actively try to launch the formulas they can use to make money in easy ways on the internet. However, if one of the first questions out someone’s mouth when I try to hire them is: “Well, how am I gonna get paid?” “How am I gonna get compensated again, Stephen?” “How are you going to be helping me?” “Okay, Stephen, this is what I need from you.” … that SUCKS! Instead, I’m looking for people who ask: “What is it that you want me to do?” “What does your audience need?” “How can I serve?” “How can we help more people?” HEAR ME CLEARLY… The “I need to be making money from you before I'll even think about serving you” mindset is a very different mentality. Now, I understand that this is a 100% a give-and-a-take situation, (all business is), but when the first question out of someone’s mouth is: “SHOW ME THE MONEY?”… #warning sign I don’t want to say names here… but someone extremely famous (that you probably know)

If people are learning about your product for the first time on the day it launches, it's a massive blow to your sales.. Launch campaigns are starting to die. There are a few books out there that’ll teach you how to launch something, but proper campaigns are kinda becoming a thing of the past... :-( I was talking with Russell about six months ago, I said, “Dude, I feel like the term campaign is starting to die. People are forgetting what it is. They're forgetting the fact that a campaign is NOT setting up a Facebook ad.” When you set up an ad Facebook calls it a campaign... If you set up a YouTube ad they call it a campaign... But you have to think back to before any social media platforms existed… How did these old-school guys create noise? How did they launch and bring a product to the marketplace? How did they do that without social media and without the Internet? A: They Created A Campaign. An ad can be part of a campaign, but it's NOT the campaign as a whole. A campaign is NOT freakin’ Facebook ads. Facebook and Google and YouTube are destroying the term campaign. Old school campaigners and direct response marketers, when social media wasn't around, those were campaigns. Ads are part of the campaign, but it's NOT the campaign itself!!! (Urrg… Another riff there.) So I want to show you how I design and structure a Launch Campaign in away that’s far more methodical than I think most people realize. There's a pattern I use whether I have a week or six months to launch… I am a pattern seeker. So I wanna teach you the pattern with an actual launch I did recently. A lot of times, I've found is when someone's product doesn't sell well it's NOT because the funnel wasn't good or the sales message wasn't good or the offer wasn't good. Sometimes they just didn't accurately create pressure ahead of the launch. So I want to show YOU how to create that pressure. It's pretty valuable stuff! THE PROBLEM I've coached a lot of people and helped them design their: Messaging Positioning Offer Funnel … and here's what happens. They build the funnel, and then they push the launch button, (even though there's no launch button in ClickFunnels), they press launch... and literally, nothing happens… NOBODY sees it because there’s NO PRESSURE created. So I wanna teach you how to create pressure ahead of time... A LOT of pressure. You have to understand that a marketer is an event thrower. We build pressure to events whether they’re virtual or not. There are multiple campaign styles: Launch campaigns Evergreen campaigns. Sadly, most people sidestep Launch campaigns and go straight to evergreen. What they'll do is: Turn on the funnel Start driving ads I'm not saying it's wrong, but… There's a lot of cash that you're leaving on table when you go straight to ads. If that's the first time someone's heard about your product, that's a problem. That should NOT be the case, EVER! It's just like Hollywood… COMING SOON If the first time you heard about a movie was on the day that Hollywood released it, they wouldn't make much money... Literally, the entire business model of Hollywood is to build insane pressure... lots and lots and lots of pressure for a specific time and date so that people talk about it and mark that date on their calendar. … and it's because of this whole thing about anticipation. Russell (and a lot of other people) have always said that Scarcity and urgency are some of your biggest tools as a marketer, but there's another one… Scarcity and urgency are your biggest tools of a marketer post-launch, but pre-launch, (or before receiving whatever you purchased), your biggest tool as a marketer is anticipation. So how can you structure and build anticipation to create emotion so that people start telling their friends, and it's so talkable that they literally put the date on their calendar??? I swear if you do this, the chances are that you’d make MORE money. You ready for this, my friend? HERE’S THE SECRET What I do, (and my strategy behind it), is this: I build a launch campaign for whatever I'm putting out there. I launch the campaign The day of the launch, all this cash comes in. I take all that cash and I dump it into my evergreen campaigns. In my brain they're separate; they're very different roles, but they're both equally important. Evergreen campaigns are gonna include things like: Facebook ads Doing podcast interviews Getting on influencer's shows Those are things that are everg...

This is how to remove noise in your head and keep high momentum in your business… A few days before Funnel Hacking Live, Russell reached out and said, "Hey do you wanna speak for another 5- 10 minutes on one of the last days?” He said, “I want you to talk about your concept, what do you call it, where you just learn a just little bit at a time?" I was like, “Oh, I know what you're talkin' about…” So I'm gonna walk you through my 5 STEP PROCESS that I use to stay focused and achieve my goals. HOW TO STAY FOCUSED WHEN YOUR HEAD HAS OTHER IDEAS First of all, you have to understand that my head moves very quickly and I have a hard time turning it off to go to sleep. Sometimes, I have a hard time focusing on things, and when I do focus it’s a hyper-insane focus. A lot the time, I pop music on 'cause it quiets my head, and then I get crazy focused with a magnifying glass kind of energy on the one task I'm doing. About six-seven years ago, when I started trying to be an entrepreneur, one of the things that I had a really hard time with head noise. You get noise coming from all different angles: Internally noise from you trying to understand some new concept you've never heard of before that you know is crucial. Self-doubt: I hope this works. I hope this is good. I hope this is the product. But then, there's all this external noise too: Friends and family who don't quite get what you're trying to do... “Is this the one that's gonna work?” People who are actively trying to sway you from NOT doing your dream and your goal… “Maybe you should you get a proper job?” Even if it’s only a handful of people, that noise can cause more head noise than everything else. So there's noise, noise, noise, noise, noise all over the place, and it’s frustrating sometimes... and sometimes it's hard to move forward. So to deal with my frustration and all the head noise, I developed 5 questions that I use to keep me on track. I wanna teach you the process that I go through on a regular basis to reduce the noise in my head, gain insane clarity, and keep momentum high inside of my business. It's an exercise that I encourage you to run through at least once every three to six months. Some of it I do pretty much every day... but part of it, I make sure I come back to it every three to six months. LEARNING LOOPS This whole process actually started when I started beating myself up for still being broke I remember I was riding my bike home from college one day. I still had a lot to learn, but I was saying things in my head like: I know what I'd do in that guy's business. I know exactly how I'd go handle that guy's business. Why is his business like that? … but, I was the guy who's broke; how hilarious is that! So… I started asking myself: Dude, why are you still broke? What is wrong with you? Something’s gotta be wrong with YOU because you've been studying for two years and your wallet’s still pretty darn thin! Why isn't it working? I spent a long time trying to answer these questions... and a few things happened. Number one, what I realized (right there on that bike) was that I was stuck in these learning loops. I was actively learning, seeking and studying. I was learning A LOT, and I truly did feel like I knew what to go do in ‘someone else's business’ to increase their sales… But I was still broke because... I was learning, reading, and studying for the sake of feeling the semblance of motion, but NOT actually moving. I was stuck in learning loops. TIME TO BREAK FREEI want to teach you something that I think will really help you dramatically get clarity on what you're trying to gain in your life. The questions that scared me the MOST when I first started were: Stephen, what do you want to do? What do you wanna be? What do you wanna have when you grow up?" It was scary when people asked me that question, 'cause it felt so final. I didn't want to say what I wanted... and only have stick to that! I wanted to have some flexibility. I wanted to be able to develop different things that I had interests in… Do you know what I mean? ... and so it scared me. It was a false belief, I had to overcome... and it was challenging. I didn’t just have a whole bunch of false beliefs about money; I had to recreate my relationship with money. The fact that you're an entrepreneur means that you CAN do different things. There's something to focus and getting something done, but that doesn't mean that you can't go build other things as well. (And we'll talk about that in just a little bit…) I’ve got MORE done in the last six, seven, eight months... far more than in the first three, four, five months that I was out on my own. Even though I was hustlin' like crazy... I was barely sleeping. I was just getting the product out the door. I was selling to make sure that we weren't gonna die in a gutter. It was SCARY for a while. We were like, “Crap no one really bought off the webinar that time. Is this gonna work? Crap, crap, crap!” So these where are 5 Steps I used to

FunnelHub is kind of a new term, and it’s something that Mike and AJ Rivera are experts in. A funnel is not a website… but sometimes people still get confused... About a year ago, somebody reached out to me, and said, “Hey would you please take a look at our funnel it's not converting very well?” They hired me to come in workout what was going on. I went to look at their funnel… I opened up all their URLs, and I immediately, off the bat, I could tell: This is NOT a funnel. This is a website. When I told them they were like, “No no, no, no, no, no. This is one hundred percent a funnel.” I said: “No, one hundred percent, without a doubt, I swear on my life, this is NOT a funnel... because for starters, you’ve got exits all over the page.” A funnel is a funnel because there's only one way to progress. You either have to purchase or opt-in. If you can exit in any other way, besides the one way forward, that's NOT a funnel. That by definition is a website. They had exits in their headers all over the place. Exits the middle. You had to scroll down to the bottom to even opt into anything and move forward in the funnel they'd created. I was like, “Guys!” So we switched a few things up to make it a legitimate funnel, and just that one switch alone, BOOM! WHAT THE FUNNELHUB??? This is the 228th episode of Sales Funnel Radio, and it's funny to me that a lot of people still have no idea about EVERYTHING that I offer… And I get it… It's for a lot of reasons: I've focused on building a lot of stuff and linking it together. There have been little launch campaigns together to get noise around them. I've been working on fulfillment and systems for fulfillment. I've quietly launched some stuff to hyper-users just to see what would happen. Other stuff has made loud entrances with big old launch campaigns behind them. … there's a lot of moving pieces. However, there's gotta be a way to help everybody understand what it is you're selling at all times… And that’s what I'm excited about what I’m gonna share with you next. I have two very special guests today and they’ve created what they call a FunnelHub. It's NOT a website. It's almost like a directory. A FunneHub looks very similar to a website but it has a different intent. This is the official launch of my FunnelHub. The old Steve J Larsen site is completely gone and SteveJLarsen.com has been TOTALLY REDESIGNED. It's very exciting! So now you're going to read an interview I did with my AMAZING FUNNELHUB creators so you can learn MORE about FunnelHubs and why your business needs one. So let me introduce, Mike Schmidt and AJ Rivera... WEBSITES ARE DEAD…? Mike and AJ are members of the Inner Circle and they own an agency called they’re from AnchorWave… Mike: Awesome, thanks so much Stephen for having us. AJ: Super stoked, man. Steve: Oh it's gonna be awesome. You guys approached me... when was this? It was a while ago. Mike: It was in October, we were at the Traffic Seekers Events in Scottsdale. Steve: That's right, yeah, yeah. And basically, they came to me and said something that would be very dumb for me to say no to: “Stephen can we build you something for free?” I said, sure! … and as kind of a case study, we want to walk through what they built. because I believe that what they've got will revolutionize websites. A lot of us make fun of websites. I make fun of websites. We all know that Russell in ClickFunnels' world definitely makes fun of websites. Mike: Totally. Steve: But you haven't built a website, you’ve built what you call a FunnelHub. We're definitely gonna get into that... but beforehand, we'd like to know about you guys. What do you guys do? Mike: So we have a web design digital marketing agency based in Tucson, Arizona. We have about a team of 20 people here. We started in 2003, so celebrated 16 years in business this year. We've built A LOT of websites. More than 1300 by our closest count at this point. Steve: Oh my gosh. Mike: What's funny is we heard Russell recently renew his efforts around the death of a website. Steve: He did. Mike: And for those of you guys who were at Funnel Hacking Live, he enrolled us in the promotion of that message. I had to turn to Anthony here and say: “I don't think that we can share that video for Russell, given what our company does.” We have a lot of experience helping a lot of different types of clients build websites in order to build credibility and help them serve a local market. We joined Russell's inner circle about four and a half, five years ago, before it was cool to be in the Inner Circle. It was just a bunch of nerds in a room giving Russell a lot of money to geek out on stuff. And now, thanks to what he's done, and what you've done, it’s kind of elevated that status quite a bit… but originally, we joined in order to start our expert business. Given our experience of running a sizable team, building websites, and doing digital marketing for a local type client, we just kind of understood inherently that there was s

There are specific differences in value between physical versus digital products... I want to show you the benefits of both and how I combine physical and digital products to increase my average cart value significantly. This teaching comes directly from my Live Event, OfferMind Over the years, I’ve coached thousands of people and gradually, I’ve discovered holes in the status quo of what’s delivered... versus what it actually takes to be successful. I created OfferMind to fill in all the holes that I've seen from my (kinda unique) position. The next OfferMind is coming up this fall on September 2nd - 3rd. Russell is keynoting (which is very very exciting). He’ll be speaking on the last day. I'm gonna try to get a few other heavy hitters as well. It's gonna be awesome! To join me and Russell, go to OfferMind.com to get your ticket. HACKING VALUE I want to show you one of the easiest ways to increase: How much money people spend with you How much money you get to keep ...sound good? Let’s do this! If you look at a lot of the funnels that we create around low-end free plus shipping products… For example, A BOOK. A lot of times, a funnel starts with a physical product and then progresses to digital products as the funnel continues. There's a VERY good reason for this strategy, and that's what I wanna teach you about here because... It's one of the easiest ways to: Create a lot of income very quickly Get a lot of eyeballs/ customers that are very excited Get a lot more money in the door than your spending on ads PHYSICAL PRODUCT VS DIGITAL PRODUCTS There’s a beneficial relationship between physical and digital products, (and to state the obvious) they're not the same and they don't serve the same purpose. My point is that whether you're in the e-com or the info product space, adding some products from the other side of the fence is one of the fastest ways to get A LOT of extra cash in your pocket… I’m gonna ask you a few questions here: Q: What's the benefit of an info product? A: We did the numbers on my info products, and they have like a 98% margin. The margin is huge. *HUGE* (all caps) Q: What's the benefit of a physical product? A: It's tangible. It can be touched. The Perceived Value is High. Your customer’s mind will be getting the anticipaton of a dopamine hit as soon as they place their order. “I'm gonna hold it soon.” “Oh, imagine what it's gonna be like whan I have...” “What'll it feel like using it …. doing it…. driving the vehicle…” (whatever it is the thing is). Physical products have a gigantic emotional advantage over digital. However, it's the exact opposite when it comes to the margins. Info Products = very low perceived value. Why? The perceived value of an info product is typically low because the customer knows that it just takes an email to fulfill it...and it's probably already made. So while the perceived value of your info products is inherently low, the margins are huge. BUNDLE YOUR PRODUCTS On all of my webinars, I ALWAYS ship an awesome physical product EVEN THOUGH it's mostly a digital thing. When people show up they get a t-shirt. I do the exact same thing at my live event too. There's a physical thing that they're gonna be able to: See Hold Touch Taste …(whatever it is), actually in existence. BUT... My actual profit comes from INFO… because it cost almost nothing to fulfill on. A lot of times, on free plus shipping offers, we lead with a physical product… For Example, A Book: Low Cost Low Price High Circulation High Perceived Value Here’s another question for you… Q: With all the upsells, what have you noticed? A: They're mostly all info! Sometimes we’ll do MP3 players and things like that, but usually NOT. It's usually straight info. We know that a percentage of people will buy. After the first “Yes,” the second “Yes” is so easy... waaay easier. So don't mess around with the first “Yes.” Get the first “Yes” quickly by selling the high perceived value product that's (a lot of times) physical. ADDING PERCEIVED VALUE So a lot of times, in my offers, I’ll add a physical product to increase perceived value. My Funnel Stash, I ship out a whole bunch of stuff; even though most of it's digital. For Secret MLM Hacks, I ship out a lot of stuff when people buy … even though it's mostly digital. That’s a huge hack to the game right...

Not all resources are created equal. What I'll teach today will show you why I don't do certain roles in my business… When I left my job at ClickFunnels on January 1st, 2018, my goal was a million dollars. On February 1st, 2019 I hit a million. It took me 13 months straight outta the gate, and I'm really psyched about it. My goal this year is four million. Holy Crap! I haven't actively been selling on some of my core products during this past little bit... but the systems I've built have enough pressure in them that we're still doing just about six figures a month. Right now, you may be thinking, “Steve, you’re crazy, man… why haven’t you been selling?” However, there’s method in my madness... and it’s because of what I'm gonna talk about now. LIGHTING A FIRE I wanna walk through the 4 different costs and the benefits and cons of each of them. There are some costs that I'm willing to pay and ones that I'm not. When I first started this game, and this is an epic failure... I couldn't feed my wife, (a lot of you guys know the story), so I asked my Dad for cash and thankfully, he said, NO. I'm glad he said, no... because it put a fire in me to provide. I started running and trying tons of different kinds of businesses, (and trying is the wrong word). I was actively selling but it wasn't working for me. Looking back, I’m thankful because otherwise I'd be stuck in businesses that I didn’t love you know. This might sound bit weird, but sometimes you're meant to fail. Hindsight's 20 20, but it’s hard to feel that way in the middle of it though. I BORROWED $15,000 One of my first businesses was trading stocks and auctions. I studied the financial markets. I had a ton of fun learning about it… BUT… About five-six months in, we found out that the guy teaching us knew that he was teaching was old, outdated strategies. In my mind, that's very unethical, and so I was like, “Crap! Is this gonna work? Are you serious?” I borrowed 15 grand I didn't have at the time to join the course. One of the major strategies we were taught was OPM … or how to leverage other people's money. That's very sexy as a sales message, but it's also incredibly stressful. Using other people’s money comes with handcuffs… and you need to be aware of that! OPM was the BIG thing I was taught in college too. At college, we were taught that when you get into business it's all about how to write a business plan so that you can get VC funding aka OPM. The emphasis was on how to actually acquire funding MORE than how to actually make a product that sells... or how to make a sales message that sells. It's mind-blowing to me. I don't understand why that message is there! There are several ways to acquire the firepower you need without OPM, and I wanna walk you through the four of them so you can see what your options really are. You don't have to borrow. You don't have to do a lot of the stuff that's taught out there. If you don't wanna be handcuffed my friends, this is how you do it! THE FOUR COSTS In the funnel game, there are two specific metrics that matter a lot. Average Cart Value Cost To Acquire Average Cart Value = Meaning how much money comes in with each new customer… (Because of upsells it's usually higher than the price that you're selling your first product at). Cost To Acquire = When we say average cart value, cost to acquire, or cost per acquisition, we're specifically talking about ad or dollar cost, i.e., “How much money can I spend in orders to go acquire a customer?” As I've done more of this game, I've realized that on a macro level, there's MORE cost to acquire than just money. There are actually multiple costs and multiple ways I can spend resources to get what I want. COST #1: YOUR OWN MONEY The huge benefit of your own money is speed. Lots and lots of speed. Money is faster than time. Money is faster than time and I wanna spend money rather than time... so the benefit here is SPEED. COST #2: OTHER PEOPLE'S MONEY This is what I was taught in a lot of these early courses and stuff that I did: “Use and leverage other people's cash.” i.e, OPM That's a sexy sales message, but it comes with the most ridiculously insane handcuffs. I hate using other people's money. I can use other people's money if it’s the money that comes from my customers. I can make sales and create a self-liquidating offer that allows my customers to pay for my ads... But I'm not gonna go borrow money. The benefit of this of OPM is…. I actually can't think of what the benefit of using other people's money is. There are very few scenarios, in my mind, where you actually truly need VC funding. If I'm going to build a stadium or a factory, that makes sense... that kind of stuff, something that has to do with infrastructure, but even then… I'm gonna buy an office soon, (which I'm really excited about), but I'd rather create the cash flow than use OPM. I'm sure there are other scenarios out there... but in internet direct response marketing (which is what I’m in ...

It wasn't on purpose, but there's a certain style of coaching that I like to live by. It’s certainly effective, but can make some people... not like me, ha! I've never seen anyone make a million dollars who wasn't trying to. After coaching thousands of people I’d be an idiot to not see patterns… When I first started coaching at ClickFunnels everyone thought that I’d be teaching strategy. However, the truth is that getting MOST people to move forward with strategy takes a MASSIVE amount of work on their mindset. PERSONAL GROWTH MAT TIME In One Funnel Away Challenge, I'm the guy who yells every day. BOOM! I yell a lot. I’m kinda NO BS. So I want to explain to you the difference between sympathy versus empathy, as it relates to my coaching. Here are a couple of observations I’ve made from all my hours of coaching: People often come with the expectation that I’ll just tell them to click a button and they’ll make millions! (Even though ClickFunnels is probably the closest to that of anything that's out there… that still NOT gonna happen.) People fight the shift they have to go through personally because it can feel like pain... pain is not the right word, but sometimes a shift can feel like pain. You have to go through a shift. You have to uninstall crap in your head and reinstall NEW beliefs. A lot of it comes down to shedding beliefs that we’ve been taught about money either from parents or other authority figures. Success has MORE to do with your beliefs around money than the patterns or strategies I'm teaching. I'm trying to prep your brain so when you hear me speak you don’t put up a wall ...or think, “Well that works for Steve ‘cause he's Steve.” Man, I was NOT Steve three years ago. Sales Funnel Radio has only been out for three years. When I started publishing my acceleration just went through the roof. It was NUTS! That's why I keep telling all of you guys to freakin’ publish. It'll change your life. If you feel yourself having a little negative knee-jerk reaction that you're not quite controlling to anything I say, then check yourself! Sit back and ask, “Why am I having this reaction?” FOR EXAMPLE: If I say, “Hey, please be a capitalist pig and get as rich as possible because it gives you more ability to help people in this world...” … I know that as I'm saying that I know people often feel this little knee-jerk reaction. ( I know just because I work with tens of thousands of people ) ...but Stephen! I was taught this way. ...but that means that I have to experience personal growth in order to consume and believe that belief. I'm NOT making fun of you. I just want you to be wary of the things that you're telling yourself. That's the stuff that's keeping you back. That’s the stuff that you have to self-identify and be prepared to question: “Oh my gosh, I have some false beliefs I didn't realize they were there.” That's NOT easy to do. I know it's NOT easy. GET OUTTA YOUR OWN WAY One of the major reasons why someone will stop their progress in a programs I'm teaching isn’t because what I'm teaching is hard… *IT’S JUST NEW* People stop because they hit a personal growth zone that their NOT expecting and it's uncomfortable. So people start looking around for excuses, “Hey Stephen, this is really good... but it's just a lot of material!” I'm like: “Oh is that the excuse you're using to slowly back away from what I told you to do?” Is that the excuse you're using to back away and logically justify removing yourself from growth? That's some fiery crap, but I say that stuff in my programs because people need to understand what's going on. TRUTH The NEW ways and methods that I teach are NOT any less true because you won’t find them in college textbooks or mainstream books and media. Truth does not require consensus. I heard Myron Golden say that recently. It's a great quote. Truth does not require consensus! … which is awesome. It's really good news! But it's also really sucky because most of us feel like we're running alone in the game for a while. It's NOT that what I'm teaching you is not true, but rather it’s a question of how well you’re adhering to it?” No! Adhering is the wrong word. I hate constriction. I don't do well with someone trying to constrict or confine me. I'm bad at that. Adhering is the wrong word, my bad… How well are you growing? If you measure you against you... NOT somebody else. Half of getting over false beliefs is just understanding WHAT false beliefs you have. As soon as *YOU* understand that you have a false belief, you can just kind of uninstall it. Like, “Oh crap that's NOT true! Where did I learn that? Parents? A Teacher? Some Authority Figure? Maybe you’ve always believed that, but is it true? For that person, in that time, in that scenario, it may have been true... But

Everything you see in me now is PRACTICED… I want to tell you a little bit about my mindset... and how I installed some of the habits of successful people that I WASN’T born with myself… I’m gonna tell you why I really am the most UNLIKELY SUCCESS… and how YOU can literally change YOUR brain and rewire yourself for success! ANNIE GRACE I recently went on yacht trip to a little island called Bimini... I've never seen water so clear and still. There were no waves and the ocean was like glass. One of the things that I wanted to share with you today is something that I learned during that trip from an amazing lady called Annie Grace. If you don't know who Annie Grace is, she has an entire business teaching people how to break the habits of being an alcoholic. The level and depth that she’s studied the way the brain works to truly be effective in helping people is incredible. She has a MASSIVE following. Annie Grace is truly impressive. I want to walk you through some of the things that she taught while we were on the island because there are a lot of ties with how I've tried to behave… It’s fascinating to know WHY thing worked as well as they have, and how you can build a new brain that supports your success. I'm gonna to go over what I learned from Annie, and then tell you why I want to share this with you… THOUGHTS ARE LIGHT. #1: Thoughts are things. The source of thought and thoughts are things. #2: Thoughts are literally electricity with protein. The thought itself is like a blast of electricity in the brain that travels really, really fast. Thoughts are literally light (which is fascinating in itself). #3: Proteins build structures around your brain to guide the light. So when you have thoughts... and when you’re experiencing a new “A-ha,” or whatever... there are little lightning bolts shooting around in your head. #4: The reason we keep having the same thought is that proteins build pathways in our brain that channel the light. #5: 80% of what we thought about yesterday will be what we think about today. #6: Repeated thoughts build protein on protein on protein… and this is literally what establishes habit. So if you have a habit or reoccurring thought… if you're thinking the same way over and over again, the reason is that you have a build up of protein that’s occurred over time which guides the light (meaning your thoughts) in your head. #7: These proteins actually guide your thoughts inside of your head. Obviously, there are pros and cons to this… For Example: If you’ve grown up in a family or culture were those you're hanging around continually spur the same negative thought.. or continually tell you, “No, you're never going to do this,” then you’ll have a negative reoccurring thought pattern to deal with. *THIS* is the reason why you really are the average of the top five people that you hang around with. If I want different thoughts, I need a different environment to help you build protein on protein to help you channel the new thoughts in your head. #8: The MORE protein that’s have built up in certain areas the easier those thoughts are to have and keep. (Seriously, how interesting is this! This is really fascinating.) #9: Habits are literally lots of proteins paths that make it easy for the light to travel. So if you want different habits of thought… you need to build up different parts of your brain to make it easy for the light to easily travel. Here’s an example Annie used (this made me laugh), she said: “If you keep having the same thoughts, or you develop a skill set... the amount of time the light has spent spinning around in your head means that you’ll have MORE proteins built on top of each other. You physically have a larger part of the brain for those thoughts… For example, The part of Stephen Larsen's brain on offer creation is huge... it’s massive! He has a huge bulging area where offer creation exists in his brain.” I was like, "Oh!" I thought it was funny. #10: What part of your brain is biggest indicate your biggest habits. (How cool is that?!) #11: Whatever you think about MOST will grow. This was one of the major things that Annie taught about... You can physically change your brain. Your brain is like a stamp of what you actually thinking about. Her argument was being happy, being unhappy... different things in our life are a result of patterned thinking. #12: You can completely rewire the brain starting in four days, and be completely rewired in as fast as 21 days. The first step to break and rebuild the thoughts inside of our head is to gain awareness of the fact that we have a thought that we don't want. #13: To start rewiring your brain you need to get clarity on why that thought may be wrong and then flip it. Annie calls this THE A.C.T: Awareness Clarity Turnaround STEPHEN, HOW DO YOU…? Anytime somebody asks me what I do I just say, "Oh, I sell stuff on the internet," because I don't want to explain. (I should probably...

HOW NOT TO DIE BEHIND A DESK Being an entrepreneur is amazing. It's very sexy and really cool... but it's also the place where you're gonna feel MOST exhausted! I have been hustling my face off for years, and I don't want to die behind a desk. So, I want to show you how being able to do a dance between the entrepreneurial mindset and that of a CEO, is the ONLY way I've seen to enable you to create the freedom that most of us crave when we start the entrepreneur’s journey. The CEO and entrepreneur are NOT the same thing. Just like a business owner is NOT the same thing as the CEO. There's a time and a place for both roles, but they're very different. And I wanna talk to you a little bit more about what I mean by that… LOOKING FOR PATTERNS I was on a yacht heading towards the Bahamas with some of the ClickFunnels crew (two weeks before Funnel Hacking Live) when I decided to share this concept with you… I'd NEVER been on a yacht in my entire life. In fact, in the last six months, I've done more things than my previous thirty years combined... And I was able to sit back and think about what’s made all the difference in the last little bit of my journey... I used to squeeze every second out of every day to build my product. I woke up super freaking early for years. I'm the eight-year overnight success story. I've pushed hard. I've been hustling my face off for years. I'm the capitalist pig, baby, but I didn't start that way. I had my own money barriers to overcome. I had a lot of ideas that were just not correct. I'm very introspective. I love watching patterns and I wanted to see what patterns made all the difference… and one thing that I realized was… A lot of what causes wealth is NOT taught. To become successful, I had to uninstall crap in my head and reinstall different software than what I was raised with. That's no knock against my parents, my heritage, or the way I was raised. HOWEVER… If you wanna learn how to make money make sure the person you're taking advice from is rich. You know what I'm saying? If someone tells you, "You'll make more money doing this..." If they're poor... DON’T LISTEN! STOP listening to advice from other people who aren't rich or, who haven’t already attained what you're going for. I'm not gonna let someone who's overweight tell me how to lose weight. I've been very careful on who to listen to and who to purposefully block out of my mind. I attribute more of my success to this one act than a lot of the other strategies I teach you guys on Sales Funnel Radio. Which is weird, man. But I gotta be honest with you, I would NOT have believed that myself if someone else said that to me even three or four years ago. I'd have thought, “Oh, it's because he's had exposure with Russell...” Looking back, I realize, crap! I'm very careful about who I listen to. I understand clearly that products don't sell themselves. I'm very good at sales message writing now. I'm good at one to many styled sales pitches. (That’s helped tremendously). I'm very, very good at listening to advice that is from people who are further on the SAME path I'm trying to follow. If someone's a really good cook, but I'm not trying to be, I'm not gonna listen when they tell me how to make money... MAKING A MILLION I’ve recently hit a million dollars. Not in a single funnel so it's NOT officially the Two Comma Club. But my business has only been around officially for 14 months. So to make a million bucks out the gate. That's NOT normal. In my mind, a million dollars is NOT wealthy. 10 million dollars, (in my opinion), is NOT wealthy... But it's not a bad shot coming out of the gate. One of the things that’s helped me like crazy is that once I have a product that sells, I STOP trying to be an entrepreneur, and I start, as fast as possible, to become a CEO. Understanding the massive difference between a business owner, a CEO, and an entrepreneur has helped. I didn't that would be a defining concept for me... (and it doesn't mean it will be for you), but for me, it’s been MASSIVE. WHAT’S AN ENTREPRENEUR? Q: Would you consider a McDonald's franchise owner an entrepreneur? A: I don't. Q: What are they entrepreneuring? #madeupword A: They're NOT entrepreneuring ANYTHING! They're a business owner. Q: So what is a business? A: A business is a series of systems that: Bring leads in Closes on them Fulfills Brings new leads Closes on them Fulfills... A business is just a set of systems, that's all it is. And if you don't have any systems, YOU ’RE the business. SPINNING YOUR WHEELS When you're an entrepreneur, typically you DON’T have a lot of systems in place... and it's one of the reasons why you might sometimes feel like you’re spinning your wheels. I'm very good at being an entrepreneur... BUT what I'm being tested on right now, is my ability to be a CEO. A CEO is a business owner who's got a little bit of flexibility in how he moves. I'm on my second product in the last 13 months and it’s working very well... So I want to see how

I frequently get interviewed by new content creators. The purpose of this episode is that EVERYTHING I show you is completely learnable and doable by YOU… Every Tuesday, I leave my morning open to go on anyone's show. So, once a week, I just wake up, get ready, and check my calendar to see who's scheduled time for me to get on their show. I typically do two-three interviews every Tuesday, and I don't even care who with. It helps me: Keep connected with the audience Understand what peoples' questions are Understand who the other influencers-to-be, or current influencer are My calendar is pretty packed up, but if you want to book a slot, then go to interviewsteve.com. Recently, I had an amazing person set up a time with me. It was her first EVER show… and she just jumped in and asked me the MOST amazing questions. THE POWER OF PUBLISHING If you've listened to my podcasts at all and you've NEVER heard me say, “Everyone should publish!” I think you're probably lying. I say that all the time, and it's something that’s changed my life. I am massively convinced that if you want to increase your income, especially on the internet... The checklist is very simple: Step number one: Create some content Step number two: Keep offering people stuff Step number three: Keep getting attention Step number four: ...I really don't know whatever the steps are beyond that…. It's super simple, okay? Step number five: Just go back to number one. Truly, that's it! On a daily basis: I create content I make sure that I offer something to somebody just kinda keep getting attention for my business and what I do. The thing that always makes me MOST pumped is when somebody who’s just starting out sets up a time for me to get on their show. Currently, I’m a 2 Comma Club X Coach and a One Funnel Away Coach; I'm the guy that yells at everybody every day! I also have my own program, Offer Lab, I have another program in the MLM space. I spend a lot of time coaching... A constant theme that I push in EVERYTHING I do is that EVERYONE NEEDS TO PUBLISH. I can tell who’s MOST likely to have a successful funnel by whether or not they start publishing. Publishing is the safety net. It's the parachute for all the stuff. Frankly, you can stop listening to 80% of the tactics I teach you and just publish consistently, then come back to me in a year... and tell me that your life's not different! Seriously, it's that powerful. HOW TO START PUBLISHING I’m ALWAYS really pumped whenever somebody who's brand new comes on to interview me.... Because they’re just doin’ it! #success Recently, an amazing lady called Angela Clark jumped in and booked me for the first episode of her show. She’s created a podcast called Side Hustle Strategies, (which I think is a great name). Now, I wanna turn your attention to two things. Number one: She's just doin' it! Number two: Check out the types of questions that she's asking me - notice their simplicity. Not all interviewers are good, and she was very, very good. It’s one of my favorites interviews that I've done recently. When we were done, I asked, “Do you mind if share this on Sales Funnel Radio?” She said, “Yes, absolutely. Go for it.” I want you to see how awesome it is that Angela is just doin' it. I want to show you that YOU can do it too! About half the time, the person interviewing me is a newbie. Whether it’s for a new show, a blog, or whatever... I thought it'd be kinda cool capture one of 'em, toss it out here. MY PUBLISHING STRATEGY Now, I wouldn’t be Steve Larsen if there wasn’t a strategy underneath my Tuesday morning interview sessions ;-) It’s helpful because I get interviewed all over the place... I've noticed when I'm being interviewed, I tend to dive into topics, teachings, and strategies that I have a hard time replicating without somebody asking me questions. Here's what I'm getting at… If you have a hard time creating content or teaching what you do, stop asking yourself for answers. Don't let EVERYTHING come from your own head. Instead, get someone to ask YOU a whole bunch of questions. Let them pull the answers out of you… Then all you have to do is delete all their questions and BOOM! You have a course… Or BOOM! You got the podcast. It's one of the reasons why I ask so many questions in my group, The Science of Selling Online; I'm trying to see where the holes are. In my head, there's a model, there's a picture, and a framework, but I need to know where the questions are. DUPLICATE YOUR TIMEI'm super proud to just have a whole bunch of people who’ve actually started their shows. It doesn’t matter whether you’re publishing on a: Podcast Blog Facebook YouTube Whatever platform you publish on, I don't care, as long as you’re actively talking, because... If you're NOT speaking, no one knows you exist. You WILL BUY your c...

These are two of the ways I stay so productive. Warning: it's not exactly for the faint of heart, and is likely to get stressful. Yet, you'll get your crap done… Today, I wanna share some NINJA productivity hacks that help me to get sooo much done. Join me, as I draw back the curtain, and give you a sneak peek behind the scenes, at Larsen Productivity 10. WARNING: These productivity hacks are NOT for the faint hearted! No whiners and whingers beyond this point… You’ve been warned ;-) MY PRODUCTIVITY HACKS 101 Before I go to sleep, I ALWAYS know what I'm gonna do the next day. It's NOT always the specific details, but I have an idea of what I need to focus on in the morning… So when I wake up, I don't have to answer the question of “WHAT?” I can just get on with things. If someone's like, “Stephen, I’ worried about becoming an entrepreneur because I don't know all the steps…” I’m like *NEWS FLASH* “Welcome to Freakin’ Entrepreneurship!” Some days, you ’ll wake up, and you WON’T know exactly how your day will go. There’s ALWAYS gonna a new challenge to meet or problem to overcome. That’s entrepreneurship, my friend. So, if you can get over that hurdle by knowing the CORE PROJECTS that you'll be working on before you even go to bed, that’s one of the BIGGEST productivity hacks I can give you. I know it sounds super simple, but Tim Ferriss talks about doing this in the Four Hour Work Week. You should never go to sleep without knowing WHAT you're gonna be doing the next day, at least for your major core projects. GETTING THINGS DONE! If you don't have a list, you should have a list of the BIG, major core projects you're trying to get done in the next month. Let me show you mine… *This* is exactly how I do it all. It’s something I learned from Alex Charfen, and I've kind of adapted it... I think through ALL of the top things that I wanna get done in the next three months. It's not like a giant list, we're talking major projects. Then each month, I think through each project, and ask; “What’s a huge thing I could get done?” For Example: Write a book. Do a live event, i.e., OfferMind So I start thinking through these massive, high-level things and start to make some lists This is the way I plan everything and stay super productive. Check this out… SETTING TARGETS I start with some 90-Day Targets: These are all things I could do in 90 days. These are all things I will do in 90 days. Then I think through: What could I do in the next 30 days? What I will do in the next 30 days? Does that make sense? When I launched my new content machine for Secret MLM Hacks, I used a similar system: Red = it's underway. Yellow = it wasn't realistic to get done this month, we're pushing it to next month. Green = it's done. Date column = for a specific day that I’ll do it Dollar Sign = the things that are revenue generating and focus specifically on those. I have a lot of stuff on here because I have teams... and I'm kind of a psycho anyway. Then I go through and I mark each one of these things, where I am and who owns that task, and who's getting it done. I don't see any issue showing you guys this stuff, this is how I run things. I run it in three-month swings. Every 90 Days, I redo my whole targets again. I've been using this system for the last five months now, and it shows ALL the tasks that I’ll focus on. That's why when people reach out to ask, “Stephen will you build a funnel for me?” If it’s NOT on my Target List, the answer is ALWAYS, NO! That thing is The Bible to me. I do NOT do ANYTHING that’s outside of my target list. It works really well. I know exactly which team members are doing what. I don't have to sit back and be like, “Well, who….?” Next, we’re going to create Trello boards that use the systems like we used to use at ClickFunnels. It's a specific project management style; it's 90-day targets of what I could do, what I will, and then 30-day runs. I think of them in 30 day runs: “What will I do in the next 30 days to hit that 90-day target... we're talking big major projects: Laun...

The biggest mistake I see people make when approaching others of influence is they enter the relationship without adding value to the other. This is my campaign I used to approach Russell Brunson about Keynoting at OfferMind 2019... HOW RUSSELL BRUNSON HELPED ME CREATE OFFERMIND I wanted my own event real bad, so last year, when Russell Brunson came out with his 30-Days Book, I decided to piggyback off the launch to build my event. Each affiliate received a $100 for each person who signed up through their link. 375 people bought the book through me which meant that I could use that income to create a sweet event. Each person who bought the 30 Day Book with my link also got a free ticket to my first OfferMind. We found a room that would hold 180 people, and about 160 RSVP’d to get tickets. There's always a 5 - 10% no-show rate on all events, no matter what you do (crazy, I know), so on the day, we ended up with roughly 150 showing up, which is pretty good for the first time. I know that OfferMind is an event that I will probably do each year, so I wrote down my dream list of potential speakers on my whiteboard. You can guess who was top of that list, right? ;-) HOW NOT TO PITCH YOUR DREAM 100 People have asked: “Stephen, you’re friends. Why didn't you just ask Russell to speak at Offermind?” Well, first of all, I’d NEVER leverage a relationship for the sake of my business. So I'm gonna do EVERYTHING I would normally do to Russell that speaking at OfferMind was a GREAT idea. I created a full-out stack and offer for him with closes, calls to actions, AND a fast-action bonus! If you're gonna ask an influencer to do something, you better go the freakin' distance. The absolute worst way to get someone to speak at your event (especially a dream 100 influencer) is to send them a message and say, “You wanna speak at my event?” I've been asked to speak at two events recently, where I can tell my name was just being used to fill their event. I will NEVER do any business with those individuals the rest of my life, they burned the bridge so hard. You're gonna NOT get an influencer to show up for your business by walking up and saying, “Hey, you being coming to my event would truly be awesome for me and my business.” That's stupid! You need to make your OFFER amazing and speak their language. That's exactly what I did with Russell Brunson, and thankfully he agreed. I'm really pumped! The reason I'm sharing this with you is two-fold: #1: I want you to come to OfferMind. #2: I want to show you how to approach a Dream 100 influencer Next, I’m gonna go through the script and offer I created for Russell to show you how I presented it, but if you wanna download the script, all you gotta do is get a ticket for OfferMind. I'm handing the script out to each person who grabs a ticket at OfferMind.com. PITCHING MR RUSSELL BRUNSON So, instead of just asking Russell straight out… I started dropping hints. My first move was to send him a Vox saying, “I'm NOT asking you to speak at OfferMind, I'm just telling you I'm trying to think of ways to get you to speak at OfferMind.” I was kinda messing with him, and surprisingly, he messaged back, and said, “I want sushi while getting a massage.” I said, “As long as it's not me doing them, yeah.” So two days later, I walked into his office with a masseuse gift certificate from his favorite masseuse and sushi for the entire ClickFunnels office. I also wrote a sales script and created a stack slide to pitch him on keynoting at OfferMind. I wrote out the vehicle, internal and external related false beliefs that I knew he’d go through when I asked him to keynote at my event. I went through the whole marketing process and created an offer and wrote a full freakin' script. I probably spent five hours writing it. This was a spawn of my brain. Sometimes that's great, and sometimes it's dangerous... right now, it's great. Here’s how I did it… CREATING AN OFFER FIT FOR RUSSELL BRUNSON I took Russell’s webinar script which he knows inside out, (I use that script a lot too), and I went slide by slide from the stack slide on, to create an entire script. What you’re gonna get when you choose to keynote at OfferMind 2019. The first thing you're gonna get when you commit to keynote at OfferMind 2019: #1: First, you're gonna be the featured keynote speaker, with ads, paid content, hyper fans all promoting the event. Also, Steve's personal closing team will be calling his audience after any purchase throughout the year leading up to the OfferMind event to sell 'em tickets. Whoa! *On the right side, I added in a lot of trial closes which imitate what you'd expect a person's brain to be going through as I'm speaking... It’s a two-sided conversation that I'm having both with Russell, but it’s also what’s going on inside of his own head. <...

A plane only makes money when in the air, but needs tons of systems in place on the ground to support it. Get your plane in the air more easily with a second pricing tier… What have airplanes got to do with creating a successful funnel? I really DON’T know that much about airplanes, but last week, on my way back from some consulting in Hollywood, my brain started running hard... and all these epiphanies started popping up. I was walking through the airport with the most ridiculously painful pair of shoes just killing my feet. (I hate those shoes, I'll never wear them again).... Coulton was with me, and I was like, “Hey, Coulton, hold on, I can't talk. I have to write these ideas in Trello, or I'm gonna forget them!” Here’s what was goin’ on in my noggin… AIRPLANES & PRICING STRATEGIES The airport was virtually empty, and as we were walking out to the actual gate, I could see all these airplanes just sat there. I thought, “Well, that's funny. The airport's empty and all this inventory is sitting right here on the tarmac.” When got to the terminal, I started building a members area and putting together some cool stuff for OfferLab. I was still thinking about all these empty planes when I remembered a teacher in college who had us study airline pricing strategies. For example: How much money each airline lost for every seat that was NOT filled. How many seats needed to fill just to break even on their costs. It was fascinating... and I started thinking about the similarities between how air travel and ClickFunnels are based on similar pricing models. DO YOU OFFER FIRST CLASS? If you look at ClickFunnels, 20% - 30% of the users are on the full $297 version, (if you're not, I strongly recommend you do. It’s very much worth it). At the time of writing this, there are about 70,000 monthly ClickFunnels users. (Russell talked about the numbers publicly recently, so I'm cool to say this.) That 30% revenue from the top $297 tier is about the exact same amount as the other 70 - 80% that comes from the lower tier. Did you hear what I just said? There's a HUGE lesson here. What does this have to do with airplanes? Follow me for a second… I was sitting looking out at all these planes, and I started running the numbers. I was like, “Huh, okay... these airplanes reserve 20 to 30% of their capacity for first class buyers, and then everybody else, in the back is economy with tiny upsells here and there.” SuddenIy, it hit me, and I realized how clever it is to have a two-tier pricing model. Thinking about the ClickFunnels space, thinking about airplanes, thinking about my own products, I realized, “Oh my gosh, the same model's true. It's about 80/ 20.” About 20% of customers take my really expensive $35,000 to $50,000 option where they fly to me, or I fly to them to design everything out. Everybody else takes the cheaper stuff, and that's fine… Again, what's funny is that: The 80% in revenue is almost the exact same amount as the 20% revenue that comes in from the top tier. Which means that... Just by having a MORE expensive option, you actually can DOUBLE your entire business. SELLING STATUS I don't remember what book it was, but it was talking about (I know there are varying beliefs on this) how having more than two, maybe three pricing options inside your company creates customer overwhelm. So you have the: Major Price Really Expensive Price. So I was sat thinking about these airplanes, and I was like, “Huh, that's gotta be why they have first class right at the front of the plane. It's totally a status thing.” You pay extra NOT to get to the same freaking location as everybody else. I have nothing against that. I love first class, it's awesome. The 20% who fly first class create as much revenue as 80% of people in the rest of the plane. I was like, “Whoa, I need to make sure that I've got two tiers of pricing in EVERYTHING that I'm selling.” I don't care if you sell a book at $7.95, you need to add that extra tier. You could have $7.95 for a softcover and $21 for the hardcover. This is literally the reason why order bumps and upsells work. You don't need everyone to buy... and in fact, most won’t. If you have a 20% uptake rate on your OTO or your upsell, that's really freaking high. You can take the average cart values from $7.95... and double, triple, quadruple,10X and beyond, with upsells. HOW DO AIRLINES MAKE MONEY? I was thinking about airlines, and how the 20% of first class customers create just as much revenue as the other 80% of customers... and I was like, “Can an airline make money when they’re: Maintaining the planes Cleaning planes. Loading Planes ….? The answer is obviously, NO! An airline only makes money when a plane is in the air. That's it. NOT preparing to launch, NOT double checking or triple checking… Those are all important things, but the airline only makes money when that thing is in the sky. However, when you compare a plane's time in the air with the amount of time a plane’s on the ground doing

Easily, one of the biggest hurdles that people have to overcome right from the start is knowing what their business value will be. Business value is measured in many ways, but starts with knowing the big problem you solve… Today, I'm gonna teach you about My Core Problem Planner. When I was young, I did a lot of backpacking with my Dad. He grew up on a farm and loves the outdoors, my whole family loves the outdoors. We’d go camp out by creeks and streams and play in them. CANOEING AND GROWING BUSINESS Well, I remember coming back from one campout, I don't remember how we got on the topic, but my dad told me that MOST people will NOT actually do a lot of the things that they wanna do life because rather than go get them, they’ll wait for things to come to them… It was a father-son moment that had a BIG impact on my brain. My Dad said: “Look, Stephen, most people go through life as if they're in a canoe without a paddle. They're in a very slow moving river and because it's moving they feel progress in their life... and so they won't pick up the oar and start paddling.” He told me: “Most people will never pick up the oar that's already in the canoe and use it to start pushing in the direction they wanna to go. Most people just wait for the current of life to take them different places. They will change because life is change, and they'll progress because life happens to them... But very few are actually willing to pick up the freaking oar and do something with it.” However, some people who DON’T even have an oar will get creative and grab a branch as they're floating down the river and break it off and use it until they can find an oar or make one.” That analogy has stuck in my head for a long time because it’s fascinating. Very few people in this life are willing to actually pick up the oar and start moving. ARE YOU PADDLING? So when you think about the amount of competition that's out there, it's really it's NOT me versus EVERYONE. It's me versus the 20% of humanity who are actually trying to do stuff with their life… the people who are actually picking up the paddle! Even then, MOST people don't understand anything about what I'm talking about... So it's me versus maybe 10% of humanity... MOST of whom are NOT willing to experience the personal growth that's needed to actually launch stuff. If you think about it this way, you’ll understand that the competition is really NOT very high... and that showing up is half the battle. PLAY BIGGER?One of the biggest questions people ask when I'm coaching is: “Stephen, I've got an idea... do you think this is the idea I should build a business around? Do you think this is where I should focus? I'm gonna go solve this. I'm gonna go do this. I'm gonna create this kinda value.” The challenge is that we try to solve too many things at once. The best businesses solve one major problem... and that's it. One of my favorite books is called Play Bigger. It teaches that it's not about going out and saying I have the best solution, 'cause everybody's saying that… It's about going out and saying, I can describe the problem that you are experiencing the best. You lead with the problem NOT the solution. If you watch a lot of the things that I do, that’s what I do. I read that book, and I was like, “What's up!” It's all about being able to evangelize the problem that you solve and being able to describe it better than everybody else. The book teaches that if you’re gonna create a business, you need to be able to articulate and teach the problem better than anyone else who's your competitor. I love that book and a lot of you guys will probably go read it now ;-) THE THIRD-GRADE PROBLEM The basic premise of Play Bigger is that whoever articulates the problem the best; it's also assumed that that person has the best solution. So if you're like, “Man, Stephen I'm gonna go solve a problem. I'm gonna go do this... I'm gonna do that…” I DON’T CARE ABOUT THE SOLUTION! I need you to look me in the eye and say, “Stephen, this is the problem that I'm solving,” and you need to be able to explain it so a third grader would be able to understand. *SERIOUSLY* In the Army, they taught everything at a third-grade level... which was mind-numbing sometimes.. because that's the average education level of most people. So, here’s what you need to do… You need to be able to articulate at a third-grade level, the one problem that your business solves better than the rest of your competition BEFORE you ever even get into the solution! *HEAR ME* I didn't say two problems, or three...ONE PROBLEM. “Here’s what I solve... and this is the actual problem.” NOT the solution, THE issue. You don’t need to worry about your stack,(“First you're gonna get this and this and this….” ), I'm not even talking about any of that. That stuff will almost nearly take care of itself if you’re the best at describing the problem to a market. WHAT’S YOUR CORE PROBLEM? During the last OfferMind, one of the major things I wanted people

I KNOW this is how and why my business blew up so fast. The answer isn't what you think but I was careful to continue this practice each and every week for the last 3 years… Today, I'm gonna teach you the most legitimate path I know to become an expert. There’s a question that’s starting to come up more frequently when I jump on interviews with people, and that question is: “Steve, how do I become an expert?” I believe that if you seek to become an expert, that can sometimes lead to some weird scenarios. Someone taught me once: If you want status, then don't seek it. If you want credit, don't seek it. And that's kinda the formula I follow, I’ll explain more later... However, there is a path that you can follow that’ll shortcut your journey to expert... if you have the right intention. BECOME AN EXPERT I really don't read as many books as I think people think that I do, but there’s something very specific that I do, pretty much every week, which keeps me sharp... and keeps me on my game. In my mind, it’s also the most legitimate path to becoming an expert in whatever you're doing. I'm NOT saying you have to become an expert. You don't! But if you want to, this is how you can fast-track, establish credibility and gain expert status without having to learn, read, study, and deep-dive 24/7. ...And it’s why my stuff has blown up so much in the last two years! COACH STEVE I coach a ton! You probably have no idea how much. Every Friday, I wake up and do two hours of open mic Q&A with the Two Comma Club Coaching group. Specifically, I'm coaching them on their offers and their sales messages. At 11:00 am, I immediately jump on the One Funnel Away Challenge Where I do almost another hour of coaching. Two Comma Club Coaching is usually for slightly more advanced people whereas the One Funnel away is targeted at newbies. After that, at 12 pm, I go live with my MLM group (Secret MLM Hacks) where I typically coach a newer person to funnels. Which is fun. At 1:00 pm, I have about an hours break, and at 2 pm, I go live again to my OfferLab group, and then, sometimes, I'll go back to my FB page and so another open mic Every single Friday is at least five hours of coaching almost non-stop. I’ve spent a lot of time coaching people! It’s one of the ways that I got so good, so fast. Sometimes, when I say that, I think people are like, “Oh, that's cute!” But, NO! I spend as much time as possible with my customers. GET a coach and BE a coach is how I've advanced so fast! I know that's the reason. YOUR PATH TO SUCCESS So if you're like, “Hey, how do I get better at my craft?” The answer is, you need to spend MORE time teaching your thing. I don't care if you’re in info products, B2B, or retail... Drop every book and just coach people... and you’ll be guided to what it is that you need to get done. When I first started the Two Comma Club Coaching, I did live open mic Q&A for four hours every single Friday for a year and a half. I was the only coach, with 675 students Do you know how good you get when you coach that often... and when you're answering questions throughout the week too? If you want to get good real fast stop burying your head in a book and just answer people’s questions. Just add value. I don't read that many books... but that's NOT a badge of honor. I read books and I listen to podcasts with the intent to hunt answers. But when I want to get better and more fine-tuned on my craft, I coach! That's the BIG Secret... There’s NO secret! HOW TO ESTABLISH CREDIBILITY l have people come and ask me, “What are the top books you’ve read?” I’m like, “I could tell you that... but at what cost?” If you're reading with the intention to distract yourself from actually spending time with your customers, it's gonna be an issue. It's gonna be a major, major issue. When I feel that I'm starting to lose my edge, the thing I'll run to is coaching. I'll spend MORE time on ground-level with people who have questions. ....And because of that, Russell ‘the man’ has told me many times, “Stephen, you have spent more time with the customer at the ground floor than anyone else.” Guys, that's how I've gotten the edge. That's how I've gotten where I am! I know that's exactly the reason why! So, if you... Want to get better? Want to go faster? Want to add more value? Want to get known? *ANSWER QUESTIONS* That's it! JUST DO IT Set a time every single week to go live in front of your group. Say, “Hey, I'm here because Steve Larsen told me I should answer more of your questions. What are your questions?” ...Just have people ask their questions. Do you know how easy it is for me to figure out what to sell when I answer a lot of questions? The image comes clear really fast. It's actually faster, and in my mind, more effective than an Ask campaign.<...