Sales Funnel Radio

How Much Should You Charge? Q: How many of you guys get stuck on the pricing? I totally get it. It’s always like, “Man, what do I charge? I’ve got this sweet core offer, what do I charge? Look at all this value… what do I charge for it?” As I'm Funnel Hacking the message and the offer, I'm also looking at price points. I'm looking to see: What’s everybody else charging? What price points have the successful sellers proved? Because… The path is already paved. You've just gotta follow it! FOLLOW THE YELLOW BRICK ROAD It’s like Dorothy and The Yellow Brick Road. You just follow the proven price points that people already buying and then... (I’ll tell you in a moment… keep reading). It's great… because a lot of the decisions are NOT even up to you. You just have to know your Red Ocean: Talk to sellers Get really intimate with the buyers ... And then, BAM! 80% of your decision making comes from other people. MY FRAMEWORK I look to see historical price points. I might see: $97 $147 Someone at $127 A cheapo who's afraid to charge money and has a lot of internal hangups... they only sell for $47 I had money hang-ups for a long time too. That's why my first product was $127. I was afraid to charge more money. You might find someone's who’s like, “Oh, I'm gonna be the $297 person. BUT... most people will be kinda in the mid-range, between $97-$127. I'm like, “Hmm... If I’m really cheap I won’t be able to spend much on ads and still cover my cost of goods.” You look at all the historical price points, and then if you can't be super cheap... *Be Really Expensive* You need to figure out: “How can to be premium?” For example: If there's only one guy selling at $297, then I want to go that little bit higher, “Hmm, what if I sell at $347?” ...Then I justify the premium price point by creating an offer If I can't be really cheap, I need to figure out how can over-deliver and out-deliver everybody else inside of that market WHY PREMIUM PRICE POINTS WORK… Not all industries are gonna have a mid-tier $1,000 offer, but that's very common in the info product model. There’ll be multiple price areas in different industries… so you need to check yours out. If you see a house for $1000 you probably shouldn't buy it, right? You know what I mean… There’s probably something wrong with it, right? So you need to see what the price categories are in your Red Ocean. What are the: Really high price point Medium price point Low price point Historical price points ... And then you can look to see how you can be just a little bit premium. For my business, I want the name. I want the reputation. I don’t want people saying, “ It's like only like $4 for the house. There’s gotta be a catch!” Because there's an interesting thing that happens with price, let me explain... THE $5,000 LAMBO Do you own a Lamborghini? I keep making fun of Lamborghini’s. I think they're super awesome. But... if it's NOT yours don't go take a picture and act like it is... that's all ;-) If you do own a Lamborghini, I think you're cool. I'm not making fun of them. Anyway, let's say that you want a super cool car. Say a Lamborghini. Or a Ferrari. I'm bad at cars. What's a cool car? A Batmobile, *Definitely* I'm NOT a car or a sports person at all. So let's say you go to a Lamborghini store and you're like, “I’ve been saving up for this Lamborghini forever. It is my dream!” You walk in, and the salesman is awesome and you go for a test drive: “Imagine what it'll be like taking your spouse out in this car…” The salesman is putting you into an emotional state of anticipation: What will it be like? How will people look at you? They’re playing with your identity. You start thinking, “Oh man, this is gonna be so cool. I can’t wait. This car is soooo me!” Subconsciously, that’s the game that’s going on... Just as you’re getting out your wallet to buy, the salesman comes over and says, “Dude, I got something so special for you. It's so awesome. We’ve decided that we will give this new Lamborghini to you for only $5,000.” What’s Your Reaction? Yeah. EXACTLY! “What's wrong with it?” Suddenly you start to feel different about the car. You're like, “Is this crappy? Is there an engine? What's wrong with this car? A...

Today, I'm gonna to tell you about my very favorite book… *Spoiler Alert* … it’s NOT one of Russell’s ;-) There's a really important lesson that goes along with this… so make sure you don’t skip any of this… or you won’t get the payoff. I'm psyched to tell you about this book... because it literally transformed my life. I've only ever shared the story of why this book is so powerful and important in a few select places. At OfferMind (my own event right back in November... you guys can get tickets now at offermind.com), I finally recorded the strange story of how this impactful book came into my life. … so, y'all ready? THE TWO VOICES The game's hard for a while, right? You're proving yourself to... life, existence, God, the universe, the market, EVERYBODY… You’ve decide, "I want this cool thing? Sweet!” Then, for a while, the path tends to be: Objection Objection Objection Constraint Constraint Constraint ...Right? If you’re at that stage don’t worry about it. Start publishing about your journey… ‘cause funnily enough, those are the things that people will follow you for. For me, it was around business try #8... that was the time when things started to get me down. It was rough, man! I was one of the only people in the entire world, besides Russell, that I even knew who was doing this... and he didn't know who I was. I didn't know how to describe what I was doing to other people well. So it kinda got lonely. Crap was kinda hitting the fan for me mentally. I was trying to stay true my mission, but I had two voices in my head: I know it's there. This is going to be super. I just need to keep going. But man, am I just being stubborn? Should I get a job? ...You know what I mean? There was this conflict back and forth: “Is it really there... or am I just believing in a mirage?” And that's when a lot of the self-doubt started to creep in… MARRY THE PROCESS Although things were still tough, there was this moment where I started learning enough that I would kinda get in fights with my marketing professors... And for whatever reason, at that moment, things started turning for me. When you declare what you want and start walking towards it, things begin to conspire for you. It doesn’t mean that there won’t be opposition... but most people aren't even willing to declare what they want publicly, in a big enough for things to conspire in the first place. Declare your intent and stuff will begin to happen for you, and for your sake... I believe it's God. That moment had NOT quite happened yet for me, but it was close. 89 CENT BEAN BURRITOS... I was sucking it up on several different business attempts, and life was really challenging. I was: Broke In the Army Studying in College Married A father It was a lot... My wife and I, would go to like a Taco Bell, or somewhere like that for our date nights because 89 cent bean burritos were all we could afford. It was fun… But it was extremely humbling... and a constant reminder of what I wasn't. Papa Larsen realness coming out here... As I started trying my next business, I was excited. I told Princess Babe (my gorgeous wife) about it... and she wanted to believe in me. But it was challenging… And when she asked, "Is this the one?" On the outside, I was, "Yeah, babe. I'm your man. I will provide." But I wasn't providing at all. We were living off loans, and it was really tough. Then one day, EVERYTHING changed... THE MAN It was a grey rainy day, and I’d just finished the most boring class on earth, #Quantitative Economics... Man, it sucked! As I walked to my next class my head was full of doubts and questions: Crap, is this the one? I wanna feel like a man. I wanna provide. I wanna be her man. Am I good enough for this? Maybe I’m NOT good enough.? Maybe I should go get a job? But $8 an hour won’t pay the bills. Should we keep living on loans? All these doubts and questions were running through my head… the noise was intense. Have you ever have felt the noise? It was like, "Shut up… I can do it… but am I psycho?"

I try to pay myself as little as possible, but ONLY for this reason... Here's what I'm ultimately building towards. Would it surprise you to know that, even though I came pretty close to hitting $1,000,000 this year, the amount of money that my wife and I live on is less than half of what we were getting paid when I worked at ClickFunnels? Out of all the money that comes into the business, I take just a tiny amount to live off… I’m not saying it’s fun, but I’ve got my eye on a bigger prize. I'm focused on building a long-term asset. I know that if I just focus for 4 years, then it's gonna shortcut 40 years! Some people have asked: What's your long-term vision? What's your long-term goal? What do you do with the money once it comes in?” So I decided to share my 30,000-foot-view strategy with a small group of people in my OfferLab Program to help them understand a little bit more about the game I'm playing. OfferLab is the equivalent of my Mastermind or inner circle. It’s where I share the most of my nerdy geek out brain. I don't think I've ever actually shown this to anybody outside of that group… Frankly, one of the major reasons why I left ClickFunnels is that I realized I couldn't pull this plan off while I worked for somebody else. Insert *Massive Disclaimer* Here: I’m NOT a financial advisor. I’m NOT an investment person. I'm just telling you this is what I'm doing and this is how I look at things. The reason I'm sharing my plan is so that you can start thinking through your long-term strategy as well. WHY I TOOK A HUGE PAY CUT I hardly paid myself at all in 2018. Even now, my wife and I, are just scraping by… That might shock you, but it's actually on purpose because I'm dumping in all the cash I make back into: Building a Funnel Team Creating Mind-blowing Content Increasing my Web Presence My plan is NOT to live off the income from my funnels or any of my time that I contract out. I'm really playing long term, top-down strategy… I have a plan, I'm working the plan... and the plan's working. Making a million bucks is not that crazy. Everyone will most likely do that in their lifetime... I don't wanna die and barely have made a million bucks… What I really want in the end is philanthropy. I wanna go do cool projects. I really wanna go help domestic and international, but that takes money. That takes a lot of crap to be able to pull that off, so that’s why I'm trying to freakin' dominate right now. BUYING BACK YOUR TIME Most people start by contracting out their time in a service business. These are the things that I am doing right now, it's everything from: FHAT events The One Funnel Away Challenge The 2 Comma Club X My own funnels My own projects Coaching is definitely part of my major service-based business. Everything I get paid from Russell usually ends up being about a fifth of my monthly revenue. Everything else, I generate on my own. I'm very proud of that. I’ve worked my face off for it. But when the cash comes in I'm using it to develop something that's long-term because the downfall with a service business is that it takes a lot of time, and usually when you get paid money, the work begins. The benefit of a product business, physical or digital, is that once you pay the money, typically, the sale's over. It's easy to get into the service business, but you eventually gotta move into the product business to buy back your time. What is it that's going to release you and buy you back your time in the long run. PLAYING THE FUNNEL GAME Funnels are extremely effective, so you need to have a plan for when the cash comes rolling in. I've been part of multiple funnel launches where we almost bankrupted em’ because we sell too fast. I know the funnels work. That's not the problem, but sometimes businesses aren't strong enough for the funnels that I build. ....then a lot of times, once people have made all their money, they don't know to do with it. You might be thinking, “Oh, that'd be a nice problem to have.” And yeah, you’re right! *BUT IT IS A PROBLEM ALL THE SAME* Most people don't know what the heck to do with the cash that they get from the funnel game because it comes in a lot faster than from many other businesses, especially when you leverage the internet. You could have an entire funnel offline, but when you decided to use the funnel online as well... a lot of amazing stuff can go down. I've got my time contracted out in several places, it’s not just theOne Funnel Away Challenge and the 2 Comma Club X... There are several places where I contract my time out... that's the reason I'm hustling so hard right now. There are two value ladders I'm building out, a front-end business, a back-end business… I need the outcome of having a team that handles more of the creative decisions for me... and I also want to create mind-blowing content. You wanna change an industry, you change the content that they are consuming. So this is the strategy; this is how I'm doing what I am right now… BUILDING A TEAM I g

Here's some takeaway's I learned and taught on the 2CCX Cruise this year Imagine going on an amazing cruise to the Bahamas with Russell Brunson, James Friel, John Parkes, Julie Stoian, and a bunch of amazing Two Comma Club Coaching Peeps… You’d expect to have a ton of epiphanies... and you’d be right! Today, I want to share a game changing insight I downloaded... and the most well-received lesson that I taught during the cruise. Y’all ready? MAKING A MILLION The Two Comma Club Coaching helps people create their offers and the sales funnel that will best present the offer they’re selling in their business, and I'm one of the coaches for the program. Two Commas = A Million. This year, we went on a cruise from Miami to the Bahamas with 400 students to have fun, mastermind, and geek out about all things marketing. We went to Nassau, Saint Thomas, Tortola, and some other places I can't pronounce… and I got to see dolphins and stingrays. I even saw the world's deadliest plant … which is in the Guinness Book of World Records. Apparently, if you even touch it, you die. It's crazy, crazy, crazy. Pretty much every single day there were masterminds with all the coaches taking turns to teach, open mic, and Q & A. There were golden nuggets dropping all over the place. James Friel, John Parkes, Julie Stoian, myself, and Russell various things that we saw the group needed… It was so cool each coaches perception of what the group needed. I'm NOT gonna go through everything here, you’d need to join the program. However, there was one session that I really liked... James Friel was the first one up, and he started talking about setting goals. I really appreciated his viewpoint, so I want to share it with you now. WHY YOU SHOULDN’T 10X YOUR GOALS Have you’ve ever noticed that a lot of people who teach goal setting just focus on, “What's Your Big, Massive, Scary Goal?” I understand the point of having a big goal that makes you kinda freaked out, there's a benefit to that. A few weeks ago, I set my own SCARY goal for this year. I'm charging towards four million dollars, and I really hope I hit it. It's NOT some shot in the dark number, I know how to get there - I have a plan, I was very careful when I picked that number. It’s freaking me out a little bit, not in a negative way; it's positive stress. If the number was any higher though, it would be different... I'm right on the line of positive stress versus negative stress for that goal. Goals shouldn't just freak you out for the sake of it. I know Grant Cardone says, “What's your goal? 10 X it!” Sometimes that's extremely destructive, and I'm not actually a fan of that when it comes to your team. We're not necessarily wired the same way. If you go to your team and say: “Hey, everything that you're doing, 10 X your effort!” It's like: “Oh man, how about an arbitrary goal you can't measure... and then let's just stress the crap out of you all.” It paralyzes everybody. Personally, I think there's room for BIG SCARY GOALS that push you, but there's also room for goals that are just the next two-inch putt. YOUR PROCESS GOAL James talked about how the goal that we generally set as New Years Resolutions is typically a result-based goal: “ I want this result. I want this thing…’ A lot of times, it's a mountain that you want to get to the top of so you can have a huge life-changing outcome; a Massive Result- based Goal. James said that the reason why most people never hit their goal is because they don’t have a Process Goal. A process goal is THE THING that secures your results goal. For Example: A Result-based Goal: My goal for the year is to get back to 10% body fat. I want to get back down to the single digits eventually... that's my results-based goal. The Process Goal: I need to break down how I’m gonna achieve my goal?” What’s the process? How can I break that goal down into smaller chunks? Habits: Your process goals are achieved and determined by your habits. A lot of the time, we only set the BIG GOAL, without giving enough consideration to the process and habits we’ll need to actually achieve our goals. If you want to succeed you need: #1: A Habit: I'm gonna get up and I'm gonna work out every single day. This is how I'm gonna eat, etc.... #2: A Process Goal: Here's the process that I know will cause success and get my result = Your habits feed that process goal There are a few other pieces, but I'm just kinda focuing the top level view here… However, there's one other piece that James dropped out which I thought was fascinating... He taught that what’s need to start this whole thing is an Identity Shift. CREATING IDENTITY SHIFTS I totally geek out about identity shifts. Taking on a new identity is one of the major purposes of a sales message. It's the hardest thing t...

This is one of the reasons I pursue this game so hard. Check out the other options you have to this funnel game… Today, I'm gonna teach you The Wealth Formula, and why I'm so jazzed about this Funnel Game. I'm really pumped to share this with you. I ran through The Wealth Formula at my exclusive OfferMind event, so you’re gonna get a sneak peek behind closed doors... Right now, I'm doing the One Funnel Away Challenge which is specifically targeted at people who are people new to funnels. The Wealth Formula is my answer when someone says, "Stephen, this is really cool, but it seems like a lotta work. There's gotta be another way? How long does it take the average person to be successful with this?" ...I hate that question, it drives me nuts. I’m like, “Well, how bad do you wanna make a million bucks?” What Yield Will You Learn To Earn? One of the benefits hanging out with the amazing people at ClickFunnels was that I got some cool insights into the books and courses they rated. I got to see who the gurus learned from... If a guy who runs a hundred million dollar company thinks something’s cool… then I should probably think that's cool too, right! Ya know what I mean? If I hear, “Hey, I really learned a lot from this...” I'm like, "What was the name of that again?" I'm gonna look it up and buy it. I bought so many books when I worked at ClickFunnels... because I was just like, “If Russell thinks that's amazing, I need to make sure I have that info for the future.” I’d be sitting feet away from people like Tony Robbins or Robert Kiyosaki, and if they said, "I read this great book recently... " I’d be like, Boom! BUY IT. The Wealth Formula was one of the things I heard about, for the first time, while I was at ClickFunnels... and it was life-changing for me. I already believed in funnels, but this was amazing. Capitalist Pig, Baby! At OfferMind I did a presentation called: “What Yield Will You Learn To Earn?” I walked through how much money you can typically expect to get from different kinds of investment vehicles… I know there are people out there making MORE money from some of the ways that I talk about, but I'm talking about the 80 percent majority. I don't wanna learn stuff where I have to learn exceptions to the rule in order to make cash. I'm interested in the rule. … the cash causing models. If I do X, Y, and Z, will I get this amount of money? I'm looking for the 80 percent rule. The default that makes the cash most of the time. Let me show you how the Wealth Formula plays out… THE WEALTH FORMULA QUESTION #1: Figure out how much money you're willing to put away into an investment account every month for the rest of your life? You don’t touch it, it’s just meant for investments. Write that amount down. For this example, I'm gonna use $165... Can you put $165 in an account every month? If you're like "Hey, I can't do that right now." That's okay, you're solving the problem ahead of time... and that's cool. QUESTION #2: How long will you leave it there? Okay, let's say 25 years. For 25 years, you're not gonna touch that money. It's not meant for income. QUESTION #3: What yield will you get? What yield you’ll get depends on the investment vehicle you choose? … And that's one of the things I wanna talk about here. QUESTION #4: What’s the total amount of money you want? Let's say, a million dollars… that’s a nice round number ;-) So now, I wanna run through a few examples with you… because if you knew how to earn a higher yield... what would that mean for you? CLUE: *IT’S HUGE* RETURN ON INVESTMENT… WEALTH SCENARIO #1: So let's say you take $165 every single month at a yield of zero percent (and just put it under your mattress) for 25 years. How much money would you have? After 25 years, you’d have $49,500. I know you mathematicians are freaking out over the fact that it's zero percent, just get past that... you’d have $49,500... Could you live off of that if you retired? Probably not, right? You’d get creative real fast… WEALTH SCENARIO #2: Let's say you take $165, and you want to learn to earn 3 percent for 25 years. Q: Where can you guarantee to learn to earn 3 percent? A: Some savings accounts… I'm talking guaranteed, you understand? There are some savings accounts out there right now, not many anymore, but there are some that'll give you 3 percent if you just leave it alone. Q: What would the total be after 25 years? After 25 years, the total would be $73,775 (I left out the cents). Let’s keep going… WEALTH SCENARIO #3: $165 per month at 6 percent for 25 years… Q: What's an investment vehicle that’ll guarante...

This is one of the greatest skills I've ever learned. An incredible teacher taught this to me in college, and I taught everyone else at OfferMind... One of the secret weapons I have in my arsenal of marketing skills (and life in general) is design thinking Design thinking is one of the reasons why I'm able to step into the darkness without seeing the whole path in front of me. I was taught design thinking when I was in college, and it’s one of the MOST valuable things I've ever been taught in my life. When I shared the design thinking process at OfferMind, I got some amazing responses. You can watch the whole process here, but if you’d rather keep reading, then carry on… WHY DESIGN THINKING? The process was invented by a company called IDEO. If you don't know who IDEO are, they’re the company who invented the mouse for Steve Jobs’ first version of the personal computer. IDEO are the reason why your toothbrush is shaped the way it is. In fact, many of the things we use daily have actually been designed by IDEO. IDEO has mastered the process of creativity. They’ve manufactured process that produces innovation almost on demand. You’re gonna have to get your playful zone on to make the most of what I’m about to share with you, but just know that if you're boring as a person, your offers will be too. I'm straight up telling you. If you suck to be around, no one's gonna wanna be in your tribe. If you have a Debbie Downer kind of mentality you're gonna be terrible at this process. Those who are creative are typically more playful individuals. It’s time to get back into your kindergarten brain and the enter the fun zone of your noggin if you want to get the MOST out of this process… Almost everything I've created has been produced following this design thinking process. When I was in college, I had a FANTASTIC professor who became one of my first ‘one on one’ mentors. He was the CMO of Denny's and Pizza Hut. He invented stuffed crust pizza. Yep, he's the man. I used to hang out in his office after classes and just fire questions at him. MY FAVORITE SEMESTER There was one semester where our entire focus was to launch a business from scratch and make as much money as we could on our own. Instead of being like, “Hey, do this and this and this and this…” they literally just threw us out the back door and said, “Build the parachute!” We were like, “Oh, Crap!” We were together in different teams of about 15 and took us on a retreat to bond and brainstorm. I got put in the food business. I was like, “Oh my gosh, I hate cooking.” Each team spent several days up in the mountains talking about ideas, and trying to decide: What should we sell? Who do we need to serve? What should we put together? What would they want? I don't know if you noticed, but I'm a little bit loud, and so I got voted CEO of the company. I was like, “Great…” We decided to sell empanadas (I didn’t even know what they were at the time) We had one class each day, and the rest of the time we were just supposed to make money. THE TEACHER WENT CRAZY... One day we walked into class to find all the tables piled with toys. There were Lincoln Logs, Lego, bouncy balls, and Play Dough all over the place. I mean literally, just tons of toys all over the table... We just stood there look at the just looking the teacher standing there with a whiteboard, a squirt gun, and all this random crap all over the room, and thought, “What the heck is going on? He's lost his marbles, right?” Then teacher looks at us and says: “I'm gonna teach you how to think.” He said, “I want you to brainstorm different ideas. Let's talk about what you're gonna call your company?” Then he sat down, and kinda hid away at the back of the room. One by one each of us got up and started writing down our ideas on the whiteboard... We came up with all these crazy names and it was really funny. Someone would stand up and write something on the board, and we'd be like, “Oh yeah, that’s a good idea.” Then one time, after someone had written an idea on the board, a student in the corner of the room made a kinda disapproving sigh... Quick as a flash, the teacher jumps up takes out a squirt bottle, shouts, "BAD KITTY!" ...and started shooting the student in the face with water. We're like, “Who is this guy? Are you serious?” We were all afraid to “He's become unhinged, man!” But we kept going, and eventually, we noticed that every time someone had any negative reaction to an idea, he would shoot them in the face with water and yell, “BAD KITTY!” HOW TO THINK RULE #1: You cannot be creative and serious at the same time. Half the reason I mess about is that I'm trying to stay in the creative zone. If you’re playful it’s way easier to be more creative. Most ideas aren’t gonna come to somebody who’s NOT playful. If you're kind of a stiff, this is not gonna be that effective. I'm just telling you, straight up. Some Papa Larsen love coming out here.. If you're boring your offer will be too Just telling you... O

If you ever sat down to create a sales message, you’ve probably gone through a process to discover a few vital things about your target audience. You’ll want to know: Vehicle-Based False Beliefs Internal False Beliefs External False Beliefs Which Stories to Craft The Source of their Current False Stories ...there's a lot of things that go on behind the scenes in the pursuit of a message that sells. All of which is great! HOWEVER, (all caps for emphasis) a lot of times marketers skip over one VITAL area along the way, and that is… Who's already highly likely to give you money? *THIS IS SO IMPORTANT* If you ignore this question you’re going to create a customer who: Takes a lot of convincing to buy May not be ready to buy Is high maintenance I'm not saying you're NOT in the right market, I'm saying, you're selling the wrong person in that market. CHANGING MY TARGET AUDIENCE I actually went through this situation at the beginning of this year... During January, February, and March of 2018, I was selling in the wrong zone. I was like, “Crap, I’m selling the wrong customer. I'm selling a more challenging customer.” It's not that I'm NOT willing to help those people... But I'm here to make a change in Steve Larsen's world before I make a change the world business, and you should be doing the same. Before you focus on ‘changing the world’ you need to cash out hard and make a lot of money. Capitalist Pig, Baby! So now before I even decide to start selling a product, I run through this brief checklist so I know if it's even worth pursuing… and that’s what I’m going to share with you today… BUT FIRST, how’d you like to join me for a mud run? MY MUD RUN FUNNEL You may not know, but probably the third funnel I ever built was for a charity 5K warrior mud run. We had fire pits, mud pits, and crazy obstacles where you put on armor to tackle them. All the money went to the charity for the Fisher House Foundation which helps support bring family members to the bedside of injured service members. I was still in college, and it was my first event funnel. The funnel worked and the way we promoted it worked very well. We got on the news several times, and 650 people show up for the event. Then we used the funnel after the event to raffle off some cool items too. I enjoyed it a lot. It was very validating for me to sit back and be like, “Oh crap. I knew this would work, but man this funnel stuff really works.” Looking back, it's funny how long it took me to build a simple two-page event funnel. I remember finding random places on campus with fast, free internet. I think it took me 40 hours to build! SELLING MUD RUNS TO COUCH POTATOES I have a question for you: Q: If I'm selling a mud run, who is the easiest person to sell? A: Somebody who already does mud runs, right? If you’re thinking, “Yeah, Stephen, No Duh!” You’re right, it is, “No Duh!” But a lot of the time, people don't have that approach with the products they sell. Now let's flip this a little bit… Q: Who would be the most challenging person to sell a 5K warrior mud run to? A: Someone who’s never run a race in their life: They like being clean all the time They don't own a pair of running shoes They don’t like being outside That person is gonna be a hard sell - they don’t even WANT to do a mud run. Let's talk cookbooks: Q: Who would be the best person for me to target if I'm going to sell cookbooks? Yep, you’ve guessed it… A: Somebody who already buys cookbooks. ...BUT there's a lot of marketers out there who create their product, and it's a freaking 5K warrior mud run, they're like, “I want to change the world.” So they focus on selling to somebody who has literally lived their entire life on the couch... Because it means they’re changing the world while they do business. I'm NOT saying you shouldn't try to change the world. I want to change the world too. BUT as far as a product goes, that's a sucky way to do your marketing. I'm trying to get you to think about how you do your targeting. There seems to be this theme going on, especially for a lot of new marketers, but even for experienced ones… They find the vehicle, internal, and external related false beliefs Craft stories. Set up all these campaigns and sequences. Make ads and creative Create content. ...They make all this cool stuff, but it's targeted at the person on the couch rather than the person who's already in motion doing t...

Boom, what's going on, everyone? Steve Larsen from Sales Funnel Radio, today I'm gonna teach you guys my event teaching template. I've spent the last four years learning from the most brilliant marketers today and now I've left my nine to five to take the plunge and build my million dollar business. The real question is how will I do it without VC funding or debt completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply and share marketing strategies to grow my online business, using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. What's up, guys? Hey, I'm excited for today. I wanna share with you guys kind of a cool little thing here. I’ve been teaching at events for a number of years now. I’ve taught everyone, from people who are brand new to people who are extremely experienced and very wealthy, and there is a format that I teach in. One of the things that I get asked, actually more and more frequently this has been happening, is, “Stephen, how can you get up and riff for two hours?” The answer is, I'm not just like talking, I'm actually following a format in my head. There's been a few people have reached out and said, “Stephen, I wish you'd just get straight to the principle.” But there's reasons why I'm doing what I'm doing with this. Right after my OfferMind event in 20218, I had the opportunity to go in and teach Russell Brunson's new speaker team for about half a day. He's got a new traveling team and they travel around on small stages that he can't get to, 'cause of who he is - which totally makes sense. This team pitches ClickFunnels and content around the world, which is awesome. It's super cool. So I was asked to come in and teach some of my methods and how I do what I do. I walked up and there wasn't really much of a framework, I had an idea… I was watching and observing like crazy before it was my turn to go up, 'cause I wanted to see where they were. So I had an idea of what to actually talk about… But guys, I'll be honest with you, sometimes as I'm talking, especially on stage, (I'm always extremely prepared, especially when I get on stage), but there's always a little bit of playroom. One of my favorite things to do when I'm talking and going through a principle or whatever is to watch, I don't know how else to describe it, other than watching the eyes of the people to see: #: Do I have them? If I'm losing them, I've got to tell a story. I've got to just do something that's high drama or drop some more gold, something a little more valuable. I've got to do something to get 'em back; whether that's an engagement, or sometimes I'll do a random Q&A. Half of a being speaker is being able to deliver cool stuff; the other half is being able to read the audience. I’ve done a lot of three-day events, tons of them and I have slides, but not every group that comes into the room is the exact same, so I've got to be able to adjust based on what they're doing. So what I've done, especially over the last two years, I've been developing kind of my own pattern for how I do stage stuff. Those of you guys who are coming to Funnel Hacking Live, you’ll see me do this. I'll be extremely prepared, however I'm also gonna leave a little bit of room. I'm gonna watch how people are reacting. There's been some stages that I've spoken on and like every audience is different, there's nothing to really prepare you for it, other than just doing it. There’ve been some audiences that I've spoken to that were just the driest, dry, most unfun group to talk to ever, I'm not gonna say who it was, but it was a few events in Vegas and Texas and these other areas. I just talked to them and like, “Man, are you guys dead?” Anyway, before I say anything offensive, I'm gonna move on, but like, “MAN!” Then some of the most fun stages are not necessarily always the most educated in what I do, so I've got to start at a different level. You've got to be really fluid as a stage talker. Now there's a difference between stage teaching and stage pitching - huge difference, monumental difference. Every time I'm doing a stage pitch, I will follow a webinar script. Teaching from stage, it's kind of that, but not really, there's a lot more that goes into it. So my wife and I, we're both geeks now and she and I were talking late about stage and we were talking about the different formats of being able to present on stage, and so I thought it'd be kind of cool to share with you guys some of what I do, and how I'm actually able to pull that off… I'm not just riffing, although it may look like that. Let me just pull this whiteboard in here. If you guys are on ITunes, no sweat, I'm gonna walk through, you guys won't miss anything out. Drawing just helps me explain, so that's half the reason I draw so much. Okay, so the first thing that I do is I go in and I draw a big old framework picture. It's a massive framework picture right here up at

Boom, what's going on everyone? Steve Larsen from Sales Funnel Radio and today I'm excited to teach you guys my list management strategy. I spent the last four years learning from the most brilliant marketers today, and now I've left by nine-to-five to take the plunge and build my million-dollar business. The real question is, how well I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business, using only today's best Internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. Hey guys, I'm excited to show you guys this. This is probably a simple lesson, but I find more often than not there is a lot of people out there who don't really have a strategy for what I'm about to show you. Which means for all the lists that are being built, (which are the true asset of the Internet), there’s no strategy - there’s no list management at all. I remember the first funnel I ever built, it was a free plus shipping funnel, and it was selling this little CD. For those of you guys listening on iTunes, just know I'm drawing this but you'll be fine just listening as well. It was free plus shipping CD funnel and as soon as you bought the CD… Let's say the CD was here on the very first page - there’s a list specifically of people who bought that CD. Now, that makes sense. there was a list just for the CD people. Then there was a bump in there… If this is the first time you've ever tuned into Sales Funnel Radio, just know we're talking about sales funnels obviously. This is the way to sell things on the Internet, and this is one of the cool strategies to get a lot of low-end, low-ticket kind of things out the door through a free plus shipping funnel. So anyways, there'd be this bump, like: “Hey, you want to add something else to your order?” So there'd be another list specifically for this bump. ...and it started getting messy quick. You're starting to see where I'm going with this, right? The next upsell = there was another list. There was another list for this one. There was a list of people who just bought the down sell. There was a list of people who made it all the way through the funnel and bought everything. ...I mean, it was like a list upon list upon list. Lists had gotten together and had babies. There were camps of lists all over the place. It was ridiculous. I had so many lists. It got convoluted very very quickly. So literally every funnel that I'd build… If it was just a standard kind of low ticket funnel like this; I would easily have one, two, three, four, five, five or more lists per funnel. That's just for this value ladder step two. So if there were all these other value ladder pieces, for example, if there was five on this one, five on that one, five on that one… That’s easily 15 lists for every single thing I was going and I was building... And then I’d go build for other people! I mean, it got so convoluted so fast. I would have to go in and re-remember where each person specifically. It was terrible guys. And I know you're like “Oh, woe is you.” But like seriously, imagine how intense that gets very very quickly. It gets stressful. Every time you want to send an email, you’re stuck selecting 100 lists: “This one but not that one, this one but not that one.” It takes a long time actually. It took significant chunks of Russell's day every time he would do it. One of the things Russell had me do when I first got there, (probably about five months in), is I had to condense and organize and sort all of the lists at ClickFunnels. It's was a half a million people that were on that list at that time... just ClickFunnels' lists; now it's way more than that. It was a huge, massive list, but it was spread out across, I think well over 50, 60, 70. Don't quote me on that, but it was a lot of lists. So what I had to go do is come up with some kind of procedure some I could sift through to say, “Okay, this is how we're going to handle all list management in the backend from here on.” These funnels we built were so powerful, but there’s not really a nomenclature. If there’s not really a system for naming and organizing all the different lists that are inside someone's ClickFunnels account, value ladder, or inside of any business, it gets really convoluted. I know this might sound kinda a trivial trial, but it's not though! I promise, go try this out, and you'll see how frustrating it gets when you want to send an email. It's hard because your brain will be so consumed by the next thing you are building to have to go back and remember what you were doing in each one of these pieces. Man, that's why we have automation. So there are a few more pieces of automation people can add inside of their funnels to just make the whole thing sing and make it really really simple. That's the purpose of today's episode. I want to teach you guys, real quick, this list

Boom, what's going on, everyone? Steve Larsen from Sales Funnel Radio. I am excited for this episode. Well, to be honest, I'm actually freaked out. This is my 2019 goal. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million-dollar business. The real question is: how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio. What's up everyone? Hey, so every single year I do this, and it's the scariest thing I do every single year. This is my fifth year in a row of doing this. If you wanna see the past goals I've made year by year, you actually can find them on the youtube channel. You go to salesfunnelradio.tv, and it'll take you to the actual youtube channel. If you want to check it out there - you can see the playlist of my previous years' goals. Well, every single year I do this. And I remember the first time I ever did this. I was in this place of desperation. I was going into the army. In fact, you can see I have a shaved head. There's almost no fat on my body for some of those videos in there. I remember sitting back and just thinking, “I'm tired.” guys. I'm tired of not having what I wanna have. I need to start doing things that are more drastic. And that's kind of what I was going through in my head at that time. So I grabbed my computer, and I literally had traded funnels for the computer I was using. Actually no, not at that time. I don't even know that I really knew what a funnel was when I made that first video. When I think back about it. I was taking a lot of traffic courses. Yeah, okay, that's what it was! Wait a second, so at the time what was going on, I was probably at business try, let's see, that was around number eight or nine, maybe ten. I was a traffic driver for Paul Mitchell. I’d had my first thousand dollar day, and it blew my mind. I was like "Holy Crap!" I was working with another guy at the time, we split the check, but still, $500 in a single day for me, I had never done that. And I was super blown away, guys. That was nuts. Absolutely insane for me. We were living on a grand a month, basically, I believe. Something like that, anyways. It was hardly any money. And I was tired of it. We’d been married for three years by that time and I was sick of being poor. You can actually hear me in the very first thing say that: "I'm tired of being poor. "I'm tired of not having the things I'd like to have. "I'm tired of not having a lifestyle." And honestly the biggest internal reason? I was tired of feeling like I couldn't provide for my family. I was sick of all of it. I was like, I need to start doing bigger things. I need to start doing big, drastic things in my life that are the big disruptive activities that literally catapult me to new levels. So the new goal that I made, the huge big goal that I made that very first video, five years ago, again you can see it, and you can see the progression year by year, which is crazy. I never thought I was starting a thing by doing this. But you can see, the big goal, I wanted to just do an extra thousand dollars a month. I was like, “If I could just do,” and I didn't know how. I was like , “If I could just do a thousand dollars a month that would radically transform our lives.” ...I mean, we would eat a little bit better. We would eat more. We could actually eat in general. I was just sick of it. I gotta be honest with you guys. Looking back on what's happened in the last five years, first of all, is ridiculous. I didn't really figure out the game for the first two years doing these videos. Then two years ago I was like, “Oh snap, the pattern's everywhere”... and then this last year, I decided to actually test the pattern, and I left my job. Scary, scary, scary stuff. But when I think about it and the things that have propelled me, I actually wrote this on my window. It says Play Angry. I'm not an angry guy, but when I remember back to what life was like before I started doing this stuff… I worked my face off, guys. I worked so freaking hard. I know the reason why stuff has happened really well in the last, especially two years. It's 'cause I worked really freakin' hard. I only took two days for Christmas, and that's not necessarily a badge of honor. I actually wanna change that, and that's part of what I want to talk about for my goal for this upcoming year, but I work hard. I work really hard. I just get after it. Nine times out of ten, I have no idea what the plan totally is. I'm just taking action. I'm just doing stuff. So as I look back at the things that have really kept me moving forward, like, “Yes, there's this strategy, that strategy... Remember to do this before that...” That's

Red ocean strategy" "how to succeed in business" "market research" traffic temperature Do not choose an ocean that isn't red. Here's how to know if yours is... Not all oceans are red, and not all red oceans are ready to birth a blue ocean. The Red Ocean is your market. So how can you tell which Red Ocean is ripe to be picked… and how to position yourself in that ocean for success? MY RED OCEAN STRATEGY ...Keep reading and you’ll discover the #1 biggest reason I see that people DON’T have a successful sales funnel that has nothing to do with your: Sales Message Offer Funnel Traffic I’m gonna show you HOW to know if a Red Ocean is ready to have a Blue Ocean come out of it… and WHY it matters. Let me tell you a story… I watch a lot of people get up on stage to talk about their thing. I remember this one guy who was making loads of money in real estate. He was showin' the numbers and all this cool stuff. However, the sales letter that he was using was NOT that impressive. I don't mean that in a mean way. He just wasn’t an amazing sales message writer. BUT he was making a lot of money because of WHAT he was in. A little bit later, I was coaching somebody who was an amazing sales message writer. Their offer was so incredibly sexy. They had an amazing sales funnel and their traffic looked great… BUT they were hardly making any money because of MARKET they were in. WHAT they were in was the problem: Not the sales message Not the offer Not the funnel Not the traffic ... nothing else. It was WHAT they were in. I went through this red ocean strategy at my OfferMInd Event. If you want to get tickets for next year you can go to offermind.com. It's gonna be awesome. … but listen up, cause I’m going to be dropping some gold here for you too. HOW TO SUCCEED IN BUSINESS If you aren’t making money the problem is often, NOT that you don't have an amazing offer - it’s that you're literally in the wrong market. Money is not known to exchange hands at a high rate. People don't like spending money on the kind of solution that you've created. So, ahead of time, there's a checklist I go through to make sure that what I create is gonna sell. When I started in this game, I’d always start with a funnel. I'd be like, “Oh, sick. Here's this sweet funnel.” And I’d run into some serious snags and really big issues along the way. So I started thinking, “Oh, crap. I can't start with the funnel anymore. I need to start crafting the sales message.” I was like, “Oh, sweet.” BUT then I learned that that's not even true either... Now, before I even start the sales message, I think about positioning. It's all about the WHO. I call it “The History of the Who.” So I dive deep into the Who and the Opportunity to help me determine the likelihood of me building a successful sales funnel before I ever pursue writing a sales message. I want to stack as many cards in my favor as I possibly can to make it a win. Why wouldn't I? And you should too! TO BE THE CATEGORY KING? A lot of people ask me: Q: “Stephen, why on Earth are you not providing more sales funnel educational programs? Why are you not building more courses about sales funnels?” A: ...Because there are SO MANY people doing that. It would be suicide for me to go do that. It'd be dumb.” It would be a dumb move for me even though I was the lead funnel builder at ClickFunnels. Why? Because Russell Brunson is the category king in that space. I'm not gonna go fight over scraps in that area. I'm not gonna compete with Russell. That'd be stupid. Does that make sense? QUESTIONS INVITE REVELATION So before I ever decided to start sellin' Offer Creation stuff or anything in the funnel world. The question I asked was: “Where do I fit in the ecosystem of all the markets that are out there?” And that's what I'm gonna walk you through here. This is super crucial stuff, but a lot of people don't ask this before they jump in and decide WHAT to sell… and that’s a HUGE mistake. Here's the concept… IS YOUR RED OCEAN PREGNANT? Before I start building out a NEW value ladder, the first thing I want to do is identify a Red Ocean that’s ripe and ready give birth to a Blue Ocean baby because: NOT ALL markets are created equal. NOT ALL markets are at a price point with a history and a customer education level that’s right. ...

"how to be productive" "growing business" "entrepreneurial skills, value ladder, team building This is the one question I ask every quarter that always CHANGES my business... Answering this question ALWAYS results in me growing my business. Each my business changes for the better... NOT my funnels, my business. ...if you’re wondering, “...but, Steve, aren’t your funnel and your business the same thing?” I totally get why you’re asking that. I used to think that it was too… until the strangest thing happened to me... Here’s how it went down… HOW TO BANKRUPT A BUSINESS I was building cool funnels for a company: Day #1: We launched the funnel, and the sales start pouring in. I get a call from the owner: "This is awesome, this is epic, this is incredible. Are you serious! I can't believe this." Day #2: I get another call: "Wow! The sales are still coming in. This is really still cool... I think..." (This time they sound a little more unsure) Day #3: The phone rings: They're like, Help! The sales are still coming in. Turn the funnel off. TURN IT OFF!" The first time this happened, I was shocked that anyone would want less sales? But the company was like, "You're gonna bankrupt us." I was like, “Oh, crap!” Until that point, I didn’t realize that the funnel was different to the business. It sounds silly to say that now, but I just didn't know that at the time. A massive amount of sales sounds fantastic, right? But if your business doesn’t have the systems to cope with a massive amount of fulfillment, then you’re in trouble. So what do you do about it? *ANSWER* You ask yourself the question: How do I increase my speed? ASKING A POWERFUL QUESTION When I ask THIS question it ALWAYS provokes the most change and the most progress in my business. It actually happened this way… I was coming back from a speaking gig where I’d sold a ton of stuff. It felt awesome and I was excited about it. ...THEN I had to spend the entire night fulfilling on what I had sold. Which was great, but I’d only slept four hours the night before and I was exhausted! So sitting on the plane on the way home the thought came to me, “Stephen, how can you increase your speed?” And I wrote it down in my notebook. I started listing out all of the ways that I could possibly increase the speed of my business. My funnels, do great, but the business needed some work so that I could leverage all the opportunities that were coming my way… The BEST way for me to show you how I answered the question: How do I increase my speed? … is to let you in on a Q&A session I did with my OfferLab Group. These are the high-level killers who work with me directly, one-on-one. Each week, I do training sessions with them. Look at their stuff to help them design their: Funnels Offers Message I haven't officially launched OfferLab, so unless you came to OfferMind, this is probably the first time you’ve ever heard of it. I'm not selling anything else. Offer Lab is not open to anybody else because we're fulfilling. We're putting in the processes and the systems in place. … So this is kinda like a sneak peek behind the scenes of Steve Larsen. HOW TO BE PRODUCTIVE & INCREASE SPEED We had a cool chat with the CEO of Pruvit (the MLM I’m in). And, like a lot of people, he asked me to build funnels for Pruvit. I was like, “Well…” My first thought was, “Sure, that would be honoring, but I don't have the team in place to handle that.” That's why I initially went back to Tony Robbins and told him, “No.” I didn't have the team in place to build the front revenue, or the team in place to support it after it was built. After talking with CEO of Pruvit, Colton and I just stared off into eternity for a little bit. Our heads were spinning. We had a tremendous opportunity in front of us. But first, we had to answer the question, (...and here it comes again): “How can we increase our speed?” So we've been asking that question in TWO areas: How do I increase my speed on fulfillment? How do I increase my speed on sales? *NEWSFLASH* Answering those two questions, usually, does NOT involve MORE of YOU as the entrepreneur. ENTREPRENEURIAL SKILLS & PLAYING BIGGER Play Bigger teaches that in order for you to really make a lasting business that's awesome, you need to design a category, a product, and the business, at the exact same time. Well, I've gotten really freakin' good at designing: Categories Products/Offers I'm getting far better at the business side, as well. It's the reason why I’m able to create so much the content … But what do we have in place on the fu...

"sales letter" "then vs now" "get out of your own way" the attractive character Ironically, the only real way to "know thyself", is to continually "sculpt thyself"... ...Don’t worry, I’m still here. I did kinda die, but only in a metaphorical way so that I could birth my attractive character - and create a then vs now sales letter story to sell my upcoming Mastermind with James Smiley and Rachel Pederson. Here’s how I announced my death on Facebook: … it was an attention-grabbing way to tell my audience about the Mastermind that’s gonna be happening the day before Funnel Hacking Live on Feb,18th in Nashville, Tennessee. I didn’t just blast an email out to everybody saying, “Hey, I’ve got this mastermind. You wanna come? Click the link." ...Because that's the easiest way to promote like an idiot. It’s annoying and not at all entertaining. Selling is much show business as it is anything else. When I see somebody promoting their stuff by saying; ”Here's the link, Just buy. Click, click, click, click, click!” I don't want to buy. I HATE that crap. If I don't see that from somebody it makes me wanna buy without even knowing what it is - because they get it. I get asked all the time, "Stephen, what's the one thing people can focus on to be a good funnel builder?" My answer is always: “TELL STORIES.” Quite often it doesn’t sink in, and they ask again, "No, no, no. I mean funnel building. I'm talking about ClickFunnels editor stuff!" I'm like, "Yeah, storytelling..." I'm telling you right now. the editor is so freaking easy. If you can't sort the editor out, you probably shouldn't be on the internet.The ClickFunnels editor is so simple. That's NOT where people struggle. Take it from the dude who’s coached thousands of people in this. People don't struggle with funnels because of ClickFunnels. People struggle with funnels because they have no idea how to sell and they have no idea what makes a sale happen...HOW TO LOSE A SALE The day after OfferMind, I had a cool opportunity to train the new speaker team for ClickFunnels. The biggest thing I helped them realize was that the thing that will screw your chances of a sale up is believing that the sale depends on how well you know ClickFunnels; what it integrates with and all the features. The quickest way to NO SALES. If you’re mentioning your product a lot, my guess is that you're focusing on the features of your product. #You’re selling with the wrong script. In fact, you're probably not using a script. People will fight you on features, so instead, you need to cause an emotional epiphany in your potential buyer's brain. So now, I want you to start thinking about what you're doing when you sell... "Do you actually know what causes the sale? And can you craft a sales letter that helps you to close your sale instead of hindering it?" One thing you’ll notice as I go through my sales letter is how little I actually mention the actual mastermind. I don’t talk about: Who’s speaking first How long they're gonna talk Scheduling The time of the event The exact location ....because the sale always happens without too much focus on the actual product. GET OUT OF YOUR OWN WAYIf you guys are ever in a pinch and have to write a script fast, then the script that I followed was the "then vs now theme." It took me about two hours to write my story - which is pretty standard if you're gonna cover all the stuff...Honestly, there are some things I would change, but it's good enough. And it's good enough because I used the Epiphany Bridge script. I want you to understand that making money has nothing to do with how well you know the thing you're selling. It has everything to do with the script itself and the emotional connection it creates. The sales message is where you make the money. I love the webinar script... I use it for all kinds of selling. There's a crucial part right at the beginning of the webinar script which I call the two introductions: First of all, we need to introduce the subject, and then you need to introduce yourself as the speaker. These introductions are NOT always: At the beginning Together In the same order But, at some point, you have to say: "Hey, this is who I am." “This is the topic.” Every once in a while I've seen scripts where people combine the two introductions - and that’s totally fine. After you’ve done the two introductions, you can use the “then vs now” method. It's one of my favorite themes inside of any sales scri...

"value ladder" "growth strategy" "money making business" These are some of the elements I look for when I'm deciding if I should enter a market. I only want the Red Ocean's where the cards are truly stacked in my favor. Here's how… Today, I’m gonna teach you the method I use to make sure that my value ladder crushes it… And “Yep, you’ve guessed it.” There’s a science behind the way I make sure that I have the right products at the right price points to sell at. If you want a money making business… and not just an expensive hobby, then listen up! There’s gonna be a bit of Papa Larsen love, and I hope it’ll help you understand why your business may not be doing that well - even though you seem to have all the pieces. ...Just picture me in a Santa Hat, if it helps to ease the blow. THE VALUE LADDER Hacking The Value Ladder was a specific section that I taught during my recent live event OfferMind. If you don't know what a value ladder is… A value ladder is a way to design a business and map out your customer: Acquisition Ascension Monetization Continuity In college, I was encouraged to write monstrous 35-page business plans, which were not even that executable by the time you were finished plowing through them. Now, what you may not know is that the value ladder was kinda pioneered by Russell Brunson who did a whole lot of work to help figure out how to plot all those things on one graph - value ladders are a huge deal. I never write business plans; I ‘value ladder.’ It’s a way to simplify everything I'm doing. HACKING THE VALUE LADDER I have a value ladder for both of my businesses which means I know the exact next step I’m building at all times - which is cool because it also means I know exactly what I'm NOT building as well.If you’re thinking, “Ok, Stephen, value ladders are awesome, but they’re nothing new...” I want to show you the specific order I use to attack a value ladder that allows me to create cash flow and build my business at the same time as acquiring customers. But first, I’m gonna cover the basics… Traditionally, a value ladder looks like this: There are value ladders with more steps, but typically we draw them with three steps... There are two axes: One across the bottom One that goes up the side On one side we have "value" and the other side we have "price." Now, you might be a bit confused by this if you're brand new in this game... However, Price and Value are NOT the same thing. (This is a completely different topic which would be fun to rant on about sometime in the future.)The more value you give, the more money you can charge moving up the top. So when I'm planning how to actually tackle a red ocean, I always look at: The likelihood of me making money? How many cards can I stack in my favor, before I even start?’ To do this, what I like to do is tier the price points that are already in existence inside the market I’m hacking. I look at three different categories inside the market, and ask: What’s the area of the cheapest price range? What’s the area does the middle price range fall into? What’s the area of the price range that’s towards the top? Let’s take a look at a hypothetical value ladder... A REAL ESTATE VALUE LADDER Let’s say I look at the three price points inside the real estate category and I find that: Super expensive = $10,000,000 houses The middle = $1-2,000,000 houses Down at the bottom = $100,000 - $300,000 price range. Now I have my market and the different price points that the industry is used to bearing... Next, I look to see, “How frequently does the average real estate agent make a sale inside each of those categories?"Based on what I discover, I can work out, “How much can I expect to make if I enter that market? If you’re sitting back thinking, "Oh crap, this is really, really simple." It is, but, “Man, I'm shocked at the number of people that don't do this.” They start selling some freaking knick knack and then ask, "How come I'm not making any money?"I'm like: Your funnel's great, your sales message is awesome, your offer is fantastic, but the industry you went into is not used to the price points that’ll actually make a lifestyle for you. I swear if someone tells me they're selling “Homeopathic Life Coaching” to College Students, I'm gonna go nuts! This exercise helps you to determine whether or not you even want to enter a particular market.Just because I could enter a market, it doesn't mean I should. If that market isn’t a good fit for the lifestyle that I want, then I won’t go there. I'm not trying to throw rocks here, but I am trying to get your freaking attention. A “CHANGE YOUR WORLD” VALUE LADDER A quick story…

"business development" "business process" "strategic framework" OfferMind, success framework, offer creation These are some of the BIGGEST needle-moving lessons I've been applying in the last year… When I did my live event OfferMind, I didn’t just jump straight into the marketing bit… I started out by walking through some mental attributes that have really shifted the needle for me. This isn’t something that I’d normally do, but after coaching thousands of people, I’ve noticed that if somebody doesn't have these sign posts inside their brain, a lot of times their business won't do very well. So I want to share with you seven of the most life-altering lessons I've learned in the last three years. These are especially potent when it comes to being able to function as the entrepreneur inside your business. ARE YOU WILLING TO LISTEN? A few weeks ago, Russell was doing a big push for Cyber Monday and Black Friday. I was watching the way that some people were reacting to the Funnel Hacking Live tickets being sold… I was like "Dude, let me teach some things to help people actually make 2000 dollars in a day." I woke up the next morning, and looked at my phone, and I was stoked to see my an email with my name there next to Russells. I've pushed really hard in the game, and to see that he'd blasted his whole list about the training meant a lot to me. I taught for three and a half hours, and it was really funny what happened… There was a group of people who really appreciated what I was teaching, BUT it was not necessarily a marketing education, and I think that threw some people. There was a small group of people who were very unhappy with the fact that I was not teaching my usual content. It was amusing to see the stark divide. However, there are some patterns that I've noticed inside of somebody's brain that makes them successful. These are some of the biggest lessons I've distilled down, especially in the last year. These aren't flash in the pan things - they’re the lessons that have made the BIGGEST difference for me in my life and my business as I've moved forward. So, I'm gonna walk you through each of them real quick: 7 BUSINESS CHANGING LESSONS (An early Christmas present from Papa Larsen) LESSON #1: FOLLOW THE FRAMEWORK It’s really common for people to ask me, "Hey, Stephen, I'm gonna start building a funnel. What's the what's the checklist I need to make sure that my funnel gets off the ground well?" I understand what they're asking, but the biggest thing I've noticed is that people will get distracted by the creative process. It doesn’t matter whether it’s a: Funnel Business Product. … the creative is the cherry on the top. It’s the exact opposite of what you need to focus on to succeed in this game. You add the cherry AFTER you’ve made the cake… NOT before! Let me explain… When I was in college guys, a lot of times I was taught, "Make something that's brand new and completely prolific. Something that no one's ever seen before." That’s some risky crap, and I never would follow that advice ever. Instead, you need to follow the 80% framework. 80% of this entire game is just following the pattern. It's the 20% that allows you add your little glaze on top. I get stressed out when people wanna know about “this little trick or gimmick.” They have no idea that they're focused on the 20% instead of the 80 that makes it work. You understand what I'm saying? You can get an F in funnel building or make a design that's crappy, and still make enough money to have a fantastic lifestyle just by understanding the 80% framework. If you are NOT a creative person, that's not a handicap. You just need to follow the framework to the ‘T.’ So, here's my lesson to you: If you can't name, or tell somebody what framework you're following, then you’re spinning your wheels. If you’re frustrated because you’ve been doing this game for so long, and tried tons of stuff..." But you have no idea what model you’re following, and I'm not talking about funnels, I'm talking about business models…. If you can't say this is the 80% framework l that I'm following, that’s your problem, right there! For years, I felt like I was spinning my wheels. I was like, "I know what I'd do in that guy's business, I know what I'd do in that guy's business... Why aren’t I making any money?" And it's because I would always go out on the cusp to these places where I was trying to learn the 20%. And that's the 20% doesn't matter. It's so much better to learn the 80% framework that causes cash. I only care about the frameworks that cause cash by a rule. If you haven’t checked it out already there’s a really powerful episode called Cash Causing Models that talks about this in detail. I don't wanna have to learn the exception to the rule in order to make money. I'm not throwing rocks at the financial market, but I don't do much stuff in the stock market or stuff like that anymore because I felt like I had to learn exceptions to the rule to make money. It was the sa

Boom! What's goin' on everyone? It's Steve Larsen from Sales Funnel Radio. Today I'm gonna teach you guys how I was able to pull off OfferMind so grandly as my very first event. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt? Completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. What's up? Hey, I'm excited for this episode. I'm excited for today, I'll be honest. So, just know that what I wanted to do, is I had OfferMind happen just very recently. OfferMind was my event that signified me moving into the offer creation category. No one has become the category king of offer creation. I am trying to make my stand there as being the best and the first in that area as the solution provider for that area. You know what I'm talking about? So anyways, I'm really really excited about it and all of it. OfferMind has signified a lot. What this episode right here is not about is the content about OfferMind. What I wanted to do is take a kind of an objective look at how I pulled off OfferMind so grandly as my very first event. Anyways, it'll be fun. It'll be really really cool. I love events. Events are very special. If you guys think about it, there are seven phases of a funnel - we learned that from the book, Dot Com Secrets. The seventh phase of a funnel is to change somebody's environment. That's why events are so powerful. If somebody is agreeing to come to an event - they've gone through the first six phases of a funnel. I'm not gonna go through all those right now, but you can look them up in Dot Com Secrets. The seventh phase of a funnel, the last phase of the funnel, is to change somebody's actual physical environment, and that's why it's so awesome when they show up... but it's also why it's so hard to get them to the event. So if you're about to throw an event, and you're like, "It is super hard to get people to an event." Yeah, I totally get it. I completely understand. I was at this Inner Circle meeting a little while ago. It was probably like six month ago, I think... I dunno, my timetable is totally messed up now... It was a while ago, and I was at this inner circle meeting, and I learned from some people, that what they've been doing is in some of their products, is giving away a free ticket to their event. So when you buy the book or the program or whatever, included in that is a ticket to the event. That's clever. Now let me ask you a question though... Do you think the person who shows up with a free ticket has the same mentality as the person who shows up with a paid ticket? No! Totally different. In fact, if you give away a thousand free tickets, I would guess maybe 200 would actually show up. That much of a drop-off, okay? Huge drop-off. And a very different mentality; you will attract a broke room, a poor room if you're going to be selling something. Not to offend anybody, just being honest okay. If you pay to get to an event, what do you think the attendance rate is gonna be? A lot higher. It's pretty standard inside of events that have a 10% drop-off rate. A 10% no-show rate. They just don't show up. Baffles me. Blows my mind. I have no idea why it's that way, but it is. Even with the high ticket events, paid ticket events, whatever. When I was running a lot of FHAT events, or Funnel-Hack-Athon Events... Guys, that was a 15000 to 25000 dollar event for people to show up. That is how much they paid, and still, we'd have people who would not show up after paying that much money. Yes, I'm serious. It's like, "Holy crap are you serious?" Yeah, I am. And that's what's interesting about this. There's always a no-show rate. There is gonna be a different mentality of person that shows up when you gave away free tickets versus the mentality of a person who showed up with paid tickets. So I was like, "Well, I need validation to even move forward on this idea. How can I validate throwing my own event?" I mean I've always wanted to throw my own event. And so what happened was, about four months ago when I knew that Russell was gonna be doing the, (wait, it's November isn't it? November/December by the time you see this episode it will be December? Okay, but right now, recording this, 'cause I match my content, practice what I preach here, right.) ...It was back in February when Russell first started talking about doing this book. The 30 Day book. When he first started talking about that, and he started reaching out to all the people for it, I was like, "Sweet, this is gonna be so cool." And I went in, and I got to write my chapter - it was really exciting and awesome. What was cool, is when he wrote

Boom! What's going on, everyone? It's Steve Larsen, and this is Sales Funnel Radio. Today I'm going to teach you guys how to win affiliate contests. Not as hard as you'd think. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine-to-five to take the plunge and build my million dollar business. The real question is: how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best Internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. What's up, guys? I'm excited for this episode. Okay, two quick things real fast. So you guys saw a little bit ago, I went in and I was promoting really hard the 30 Days book. I was able to win this affiliate competition, which is really fun. I sold 375 books and got first place. There was an offer created around that. There was a special thing that you guys got from me when you bought the book through my link; I gave a free ticket to the OfferMind event along with a bunch of other stuff. It was really really cool. It was sexy. Very exciting to get that kind of a thing. Just last week, I threw the event, and what was cool was I knew Russell was selling this thing called 10X Secrets while the event was going on. Now, I did not have any time to promote Russell's cool thing. I like promoting Russell's stuff, he's got obviously fantastic stuff, obviously. I don't need to tell you that. But I realized, like crap. I don't have time to promote this thing. Then Miles, he helps run a lot of the affiliate stuff over at ClickFunnels, sends me a message and he goes, "Hey dude, I just want you to know that because of sticky cookies, you are in 16th place. If you get in the top 10, we're going to take you on a private yacht from Miami down to the Bahamas right after the 10X Growth Con in February." I was like, "Are you serious? I didn't know that was the prize. That's crazy!" It was Thursday night that he told me that, and it was closing in two days. I was like, "Holy crap." And so what I did, and guys, there's a point to the story here and I'm not just like rrrrr. I want you to know the story... I went in, and I was like, "OK. How can I provide value?" This contest had already been going on for a week - which means all the people who were really looking forward to purchase, all the people who wanted to purchase, have most likely purchased from the get-go. Which means I have to sell a portion of the audience that was not planning on buying it. You guys hear what I'm saying? That's a harder sale. I was like, "Oh, crap!" So what I did is, and this is the big lesson here... I decided, like,"OK, what if somebody bought 10X Secrets through my affiliate link, what problems do I cause for that individual?" What problems does that cause when they buy 10X Secrets? What else might they want to know? I was like, well, funnels, right? 10X Secrets is all about selling. Russell's the funnel guy, but that product is all about sales specifically. Specifically, stage selling. When you learn how to do that skill, it's very powerful. It's one of the reasons my funnels work really really well. It's one of the reasons why I do what I do. I can do what I do because I study stage selling. Funny enough, selling in a funnel is like very similar to selling on a stage. As far as the delivery, they're a little different. The way you speak, the way you present, the way you're talking and pointing and all this stuff. Like that's its own skill set. But the psychology, it's very similar of what you're doing. So anyways, I was like, well, what else do they need? What else would somebody need if they bought 10X Secrets through my link? "OK, funnels." Well, I got this cool product called My Funnel Stache.... What if I just let people choose one of those funnels? So every asset I have about the webinar funnel, e-com funnel, supplement funnel, or info product funnel. Whatever it is... there's lots of them. And I will give them the training on how to build it. I'll give them the share funnel, so it's pre-built. I'll give them the email sequence. I'll give them the video that shows them the strategy of what makes it work. There's all this stuff. I was like, "OK, cool, that's sexy. That's really sexy." But what else? And I started thinking through, and I was like, "What if I sent out some leftover OfferMind swag to people?" We had some extra swag leftover - and this is the kind of swag we had: We had a water bottle. This is the famous, iconic orange water bottle that a lot of you know. A lot of you guys will be on my live funnel builds and watch me, I always have this thing with me. A lot of you guys ask me where I get it, where I have them. So we talked to Nalgene, and they custom created some with Sales Funnel Radio on the bottle - which is kind of cool. And so I was like, you g

Boom! What's up everyone, Steve Larsen from Sales Funnel Radio. Today I'm gonna teach you guys how gurus write their books. I've spent the last four years learning from the most brilliant marketers today. And now I've left my 9 to 5 to take the plunge and build my million-dollar business. The real question is, how will I do it without VC funding or debt? Completely from scratch. This podcast is here to give you the answer. Join me and follow along, as I learn, apply, and share marketing strategies to grow my online business, using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio. What's up? Hey, I'm excited about this topic. I did a Facebook Live recently, and I went through, and I started showing you how gurus write their books. Now, right off the bat, I want to acknowledge the fact that yes, I understand that people write books in a week or whatever. I'm not talking about that.This is not to offend anybody, but when somebody says, "Oh my gosh, "why do you take so long to write a book, Stephen? Why does Russell take so long? Why do all these people take so long?" The reason is that we want them to be really really good, right? That's the only answer. We want them to be super super epic, super fantastic. Shortly after I got to ClickFunnels, Russell started drafting the Expert Secrets book...If you've never had a chance to read that book, go to expertsecrets.com, pay for the shipping, and just get the book. That book changed my life. Awesome stuff. ...So he started drafting that book, and I'm right next to him. He'd be drafting stuff and drafting stuff. At the beginning, I'd just be typing, like "Holy crap, history is in the making, right now three feet from me." I was like "This is super cool." As time went on though, we started going back and forth on different concepts. I had a lot of fun being involved in the creation of some of the ideas. You know, it's obviously his book, he wrote it, it's all his. I'm not gonna say, "Yeah I did that." Not true at all, okay? But I did have an amazing opportunity to be a part of a lot of things that were created for that book - to see the process, not just the content, the process that he was going through to make sure that what he was teaching about was prolific, was amazing, right? Was incredible. Was received well. One of my favorite quotes is, "The destruction of information is the essence of intelligent work," or something like that. You should not seek complexity. Complexity to make you sound smart does nothing for the person who's hearing the content - which is why at Offer Mind, I didn't go huge into tons of stuff. I didn't go to the nerd zone. I tested material like crazy to see how you received it and then watching you and your reaction to what I'm saying, I can go back, and I can adjust. Go back and adjust, go back and adjust. I'm holding something in my arm here. I'll show you that in a second, okay?What I need you to understand is a lot of gurus that are out there who truly understand this game, I gotta be careful the way I say this, but whatever, I'll just be honest about this... I get so nervous when someone's like, "Hey, I wrote my book in like a week." I'm like, "Is it any good? Have you tested it? Is the material in there fantastic?" A book will either make or break you. I don't want to write something that's not good, not amazing. I wanna write a book that's incredible, a groundbreaking book.A lot of you guys have been asking me, "When are you going to have a book? When are you going to teach this concept?" What I've been doing, and a lot of you guys don't know, is I've been teaching a lot of this stuff for the past eight months, nine months with the intent to figure out if it's good material for a book. I've been teaching this stuff, though, for years. I've been teaching it, I've been testing it, I've been seeing how you guys would react to it, and then I go in and coach people on those principles: "Sweet, okay, that was received well. Oh my gosh, that one thing there worked really well. Oh my gosh, that plus that, boom. That made the money happen. That plus that, boom, that made the money happen. That plus that, in that scenario, that doesn't work very well." You know what I mean? I've been able to go in and test like crazy. I am not trying to write a book for the sake of writing a book. I'm trying to write a book that's incredible. You know what I mean? It's not about speed for me in this area, especially with books. Books are very final. In a members area in a course, I can go in and just switch out the URL, bam, new video, but with a book, it's there. It's printed. It stays. It's shipped. It's more permanent. In this episode, we're going to cut over to the Facebook Live and what I want you to see is the process that I had a chance to watch Russell go through when he wrote the book Expert Secrets. Same process he went through when he wrote Dot Com Secrets. Same process he went through when he was

Boom, what's going on everyone?It's Steve Larsen, and this is Sales Funnel Radio. Today I'm gonna teach you guys about the origins of the offer. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along, as I learn, apply, and share in marketing strategies to grow my online business, using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. What's up, guys? Hey, okay. So I was at the Traffic Secrets event. Traffic Secrets was an event run by Russell Brunson, just for the Two Comma Club X people. If you don't know what that is, Two Comma Club X coaching is a program where we take people and we help them make their first million. Tons of fun, and it is successful. It's lots of fun. It's a fun group. There's a lot of events that come with it.I'm a Two Comma Club X coach. I've now brought, at the time I'm recording this, about 2,000 people through this process now. There are patterns; and when people follow the pattern, they have success. This event was called Traffic Secrets, it was over in Phoenix. Getting to Phoenix was pretty crazy. There was something messed up with the airplane, so they had to get us off and get a new plane. There was like, a bolt coming out of the side of the airplane, and no one could figure out what it was. It was really freaky.We got off the plane to switch planes, and that is the moment, my friends, when adults become children and start whining and complaining. Anyways, I get over to Traffic Secrets, it's a bunch of fun. It's a lot of work. I remember growing up, my dad traveled quite a bit as well. I always had this perception like, "Oh man, Dad, is it so cool going out?" Like, "You're traveling like a beast, do you have so much fun? What, did you see while you're there? Did you see this while you're there?"It wasn't until I was a little bit older that I realized, it's pretty much straight work. I only see my hotel room, the event room, and the walk in between, that's it. And then the shuttle ride back to the airport. That's kind of all I see any event I go to. Anyway, so, Russell got up. He talked for two days. I had a ton of fun. Right before that, I got a chance to go and hang out with him in his office just he and I, until about 2:00 am, to structure a lot of the content and things like that. It was just a ton of fun. I'm going off script here real quick, okay? It's funny, 'cause my wife kinda laughs, she'll be like, "Hey, did you have fun with Russell tonight?" I'm not teasing her, I just think it's funny, and I get it, you know. She'll be like, "Why do you like hanging out so much?" Well, besides the fact that it's Russell Brunson and we are good friends, the more you learn about the thing that you're doing, the less people you can relate with about what you're doing. You know what I mean? And that's why the game can sometimes be a little bit lonely. So I always have a bunch of fun going and doing that. It was cool to be behind the scenes and be back structuring content and putting ideas and concepts together, and then go sit back and watch the audience as Russell executed that plan. Cool education right there.Russell talked for two days. Lots of energy. "Rah, rah, rah," right? He's all over the place - lots of energy. At the end of two days, we go, and we're having dinner with the ClickFunnels crew, the staff and all the coaches were there. We were just shooting the breeze, just chatting for a little bit. Most people left, and there's only five or six of us left, and we're like, "Hey, let's go see that movie, Venom." Which was super cool by the way, it was a good movie. Just before we left to see the movie, Russell leaves for a second. He comes back, and he goes, "Dude. Do you know who Claude Hopkins is?" I'd heard the name, but I hadn't studied him yet. I'm making the rounds on who I'm studying right now. I haven't gotten to Claude Hopkins yet. And I said, "No, heard the name though." And he goes, “Dude, you are going to love Claude Hopkins." I said, "Alright, cool." So he starts telling me a little about Claude Hopkins...and he said, "...basically, he's like the godfather of what you do." And I said, "Please tell me more." This is a picture of Claude. I went and printed out a picture of him. It's gonna look really blurry. This is the man himself. What's up, man? Alright, Claude Hopkins?Claude Hopkins (1866–1932) was brought into companies to create the equivalent of an offer. In 1907 he was paid a salary of $185,000 a year. That's like getting paid 1.3 million in today's dollars. This is a highly paid guy. And all he would do is go in and create offers. That's what he was known for. Companies would hire him to come in and help construct the offer as part

Hey, what's going on everyone? It's Steve Larsen, and welcome to Sales Funnel Radio. It's kind of a special, unique episode. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio. What's up, guys? Hey, I am here at the JW Marriott over in Phoenix, Arizona at the Traffic Secrets event. It's been a ton of fun to watch Russell go in and teach traffic, which is interesting, I mean think about it... The dude's running an almost near billion dollar company and doesn't know how to run a Facebook ad... BUT he's doing a traffic event. The perspective of somebody like that that's really, really interesting. And so the things he's been teaching have been quite fascinating. The trip here though was pretty crazy: We're getting on an airplane, I was flying to Salt Lake. We get on this airplane at Salt Lake and everyone goes and they sit down obviously it's a full flight, totally loaded up.The time for us to take off comes, and then it goes, and we're still sitting there. The plane hasn't even moved at all. Pretty soon the captain comes on like all cliche captains; you know, "How you doin’ everybody?" It sounds like the microphone is in his face. Anyways he goes, "The update is that there's no update. I'll tell you when there's an update." I was like, "Okay, that was weird." A few minutes later, he gets back on and says, "Hey look, the luggage guy was filling up the airplane and there was a huge bulge coming out of the side of the airplane. And no one can figure out what it is. The maintenance guy is here and they can't figure out what it is... so we'll give this a few more minutes here. We'll see what needs to happen." And he leaves, and we're all just sitting there like, "What on Earth?"... And it's funny because a few minutes later he comes back on. (We now should've taken off like, 20-30 minutes ago.) "Hey, no one can figure out What the heck the bulge is coming out of the side of the airplane. We've got to get off and change airplanes. It will probably be another 10-15 minutes because that plane's not even here yet... go to gate C10." Those kind of scenarios are always fun because that is when adults turn into children, right? People start doing things like, "Oh, are you serious, ugh!" I was like are you freakin' kidding me? Like, "Let's see, Alive? Or dead with bad plane? Alive? Dead with bad plane?" It was like, "Come on, are you serious? What are the alternatives here? There's not many alternatives. Not many options. Chill out." Anyway, super funny!So I get to the actual event and last night, at like 5:00 a.m. somebody pulled the fire alarm for the entire JW Marriott - which is extremely alarming to wake up to! It reminded me of several basic training days. It's like "Whoa!" You wake up real fast and you're like, "What's up???" And again, it's when adults become big kids and start complaining like crazy. I'm not saying you can't ever have a negative feeling towards things that are going on in life, but there's been this pattern that I started seeing in my coaching, and things that are going on in life. I'm not saying not to feel emotions, but holy crap, if you can't handle something unexpected in life, and react to it well... If you can't be response-able - "able to respond," like the book 7 Habits of Highly Effective People says... If you're not response-able I don't think you're gonna be a good entrepreneur. The set of problems that I woke up to today was different (and not foreseen) to the problems I woke up to yesterday. And that's the game of freaking entrepreneurship. So many people get so mad about stuff like, "Well, I didn't think it would be this way." "Give me a refund, this kind of treatment is unacceptable..." I'm like, "Really? Are you kidding? You could die." Like, "Shut up you big baby. Literally, you're a big baby." ...I always laugh at that. I'll be coaching somebody, and I'll be like, "Alright, hey, now it's time for you to start publishing," and they'll be like, "Oh man!" And they start doing all this crap... " “Are you freaking kidding me? In the last episode, I talked about Cash causing frameworks, and you're not willing to do it? Holy crap!"It was interesting because I was sitting listening to Myron Golden... You know, I was doing my One Funnel Away Challenge stuff. I got up early, I went into the event room. No one was in there, just a few people setting up. I did my One Funnel Away Challenge coaching. Which is a challenge where I help people get a funnel out the door in one month...I wanted to sit around with the lights, and I wanted t

Boom! What's goin' on everyone? It's Steve Larsen. This is Sales Funnel Radio, and today I'm gonna teach you guys about cash causing frameworks. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business, using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. Whazzup, guys? I'm excited for today. This is an episode I ripped from a Facebook live. I did it off the whim, but it ended up really, really awesome. I was just doing it to the group, The Science of Selling Online - if you're not part of that group, it's a free group. It's where I just kind of can geek out a lot of times. If you like this stuff, there's more of that on that group. So, anyway, I went live, I wanted people to understand...A lot of people ask me things like, "Well, Stephen, how do you know this is gonna work?" Or "Stephen, it seems you're able to know a little bit, (not that you can predict the future, and I'm never, you know) like you understand what the numbers would mostly be and where kind of success will kind of come out of before you go do it?" And I'm like, "Well, yea, it's 'cause I'm just following the framework." And so, what I wanna do is just riff a little bit here, so you guys understand. I made the decision early on. I remember kind of where I was... There was a lot of colleagues of mine in college that were studying different areas, you know, like, "I'm gonna study marketing or study this, or study that, or study supply chain or systems, or whatever." And I remember thinking to myself, I wrote this down guys, this was an actual goal of mine five, six years ago. I wanted to learn how to be a consultant to small businesses. I wanted to start businesses and sell businesses. Guys, it is hilarious to be that I'm doing that now, which is crazy. And I realized though that the talent and the skill that I wanted to learn was I wanted to learn how to make it rain in a company. And that's what this episode is about. That's what this episode is gonna teach you. There's a very specific method that I have used to do that, okay. And I know what it is. It has not been an accident, okay. I did a lot of making accidents and mistakes in areas - it's not that I don't anymore, but, man, I know why it's working. This episode will teach you why that is. It's one of the biggest gifts I can give you. Thank you so much for being a follower. Let's cut over to that now. If you guys did like it, again, please rate and subscribe. That really means a lot to me. I love reading those ratings. It actually makes my day. It means a lot. Anyways, guys, thanks so much. Hopefully, you'll enjoy this episode. This is life-changing stuff right here, and I hope that you do what I did, take it seriously and write down what it is you wanna do. I wanted to learn how to make it rain in a company. I wrote it down, and you have to do that part of it. Anyways, this is how it all happened. Thanks, let's cut over. What's up, my friends, how you guys doin'? If you guys are just barely gettin' on, I haven't done Facebook live in the group here for a little bit. We have grown since I last went on from like 2,200 members, we're almost at 4,000. It's crazy. So, welcome and real quick, I just wanna teach you guys some cool stuff on why my stuff works so well and why I can see other people's doesn't. I'm just gonna be honest about it, okay. That's cool? Give me a little hashtag replay though if you guys are brand new in here and you guys are just barely getting in. If you guys are live though, welcome, welcome. What's up? Just chillin' to this song again, many I freakin' love it. Alright, here we go. Hey guys so I just, I've been doing a lot of, been doing a lot of Facebook lives. I've been doing a lot of training in general. Yesterday I did two back to back webinars. It was two back to back webinars in ClickFunnels - which is a ton of energy... If you've never done that; it's hard to just one, and if you do them right, I'm not gonna lie, it's gonna sound gross, but I'm like sweating, I'm exhausted, with just on one. Two of them back to back is murder. Absolute murder. I was talkin' to one of my friends, Dave Lindenbaum. It's funny, he's like, "Yeah, two suck." He's like, "I've done three, but I would not wish that on my worst enemy. You are so wrecked by the end." I did two back to back webinars yesterday, and the one Funnel Away challenge. I was spent. I was absolutely spent by the time I went to sleep. It was like 1 a.m. Anyway, so I, guys real quick I just wanted to walk through a principle here, and I know it's the reason why I'm succeeding in this stuff. And this might sound weir

Boom! What's going on everyone? It's Steve Larsen, this is Sales Funnel Radio... and today I'm going to teach you how to pull off a quiz funnel.I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio. What's up, guys? I've actually been super stoked about this episode. So recently I've been doing this inside of my own funnels, which I'm very excited about. Now if you think about this, actually I'll just tell you... One of the first products I was a part of when I first started working over at ClickFunnels was a... it's so funny, I say that phrase all the time. It's because there were so many projects going on all the time! Anyway, this was one of them towards the beginning. I went through, and I started doing a deep dive of the top converting quizzes that were going on in other people's funnels. It was cool because Russell already knew what a lot of them were so he gave me a whole bunch of lists.At the end of the quiz, it asked for the individual's information to get the opt-in and start a free mini-course, or start a whatever... or send them to a free plus shipping something. One of the most successful funnels, before I worked with Russell, was a medical quiz, though it wasn't for medical stuff... It was the funnel hacking of me doing that quiz that made my first big funnel successful. My big first success story which I used as a case study when I applied for ClickFunnels - which is kinda cool. It was a quiz, and after they'd answered all these questions, it said, "Hey do you want your results? Put your email in here." And basically, depending on what they'd said inside the quiz, they were sent a specific email to invite them to a free plus shipping offer... and then you know how it goes after that. Up sales, all kinds of cool stuff. So they sent traffic to that quiz, and I knew they were making a ton of money. It was kinda cool because of those first ClickFunnels projects was all these quizzes. What I did is, I copied all of the quizzes as I went through them, I took the questions, and all of the possible answers for every single quiz and I put them on this sweet Excel sheet. I compared side by side, all the question ones, all the question twos, and so forth — the questions, and then all the possible answers.It was funny because I started noticing all of these trends. All these trends in all of the quizzes. I'm kind of a patterns guy, which you guys can probably imagine by now. I started looking through, and there's patterns. I was like, "Holy crap! Check this out." All of the question number ones and twos are kinda asking the same area of stuff. Interesting, question three and four-ish, around that part of the quiz, it transitions, and they're all asking this kind of stuff. Then I get down to question six and seven,(most of them did not have more than seven questions... sometimes eight, but it was usually no more than that), and it was all the same kind of question throughout. I was like, this is fascinating. Why is this happening? And I started deep diving. I ended up writing this outline seeing the patterns of what was going on inside of each one of these quizzes. I actually went through my computer, and I found it, Woohoo! So I'm going to go through and read this thing. I want to walk through some of the highest converting quizzes. The reason I'm doing this right now, is because, if you guys had a chance to come to my recent live funnel build, (some of you guys were able to be on, which was really fun), I was teaching about how when you get a funnel out the door, I always start by focusing on hot traffic first. That is the easiest way to get money off the table. Then you take that money, and you dump it into ads. Now your customers have funded the rest of the entire business. I've never put a dollar of my own into my business EVER because of that principle - that play. I think of them as football plays. By running that marketing play. I've done that multiple times. Now, when the hot traffic starts to dry up a little, and I need to go from hot to warm and expand the pot, there's multiple ways for me to do that. I could change who I'm targeting... there's a little bit of that that goes on when you start to widen the pot when you go from a hot audience to a little bit more of a warm audience. That's one option... I could change the ad. I could change what's going on in the funnel. I could change the sales message. I could adapt or change some of the offer. But that's a lot of stuff to go switch. One of the easiest things that I could do, rather than ch

Boom! What's going on everyone? It's Steve Larsen, and this is Sales Funnel Radio. Today, I'm gonna teach you guys some of the most common mistakes when it comes to opt-in pages. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt - completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business - using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. What's up, guys? I'm excited for today. I'm excited for this. I actually, I've been looking forward to this one. I created recently a whole course about opt-ins - it's a free course! If you go to freeoptincourse.com, there you go. There's the golden nugget of the entire episode. Freeoptincourse.com takes you through a live funnel build that I did to teach people how to get an opt-in. Now you might laugh at that a little bit. You know, it's like, "Hey this is sales funnel radio." The whole thing starts with the opt-in though - this is a give and take relationship. I remember in college I wrote an e-book, actually two of them. I was so excited. I went and got this e-book written. I got it back from the ghostwriter, and I didn't like it - so I rewrote the whole thing. I was so pumped about it. This was pre-ClickFunnels, I was using WordPress to build essentially a funnel. I didn't know how to do that though, so I was like hacking out (with the little coding knowledge that I know) WordPress. It was so finicky, it was terrible. It was another one of those experiences for me where I was spending inordinate amounts of time putting together this funnel. It was crappy, and I kind of knew that. And I was like, "Ah, maybe it'll still work though." I patched together a payment processor. I patched together an email autoresponder. It was really hard. I was so stoked about this thing. This was back in the day when I believed that a sale happens because of the product. If you guys have been following me at all, you know that's not true. The sale happens because of a sales message, not the product. Those are two very different things. No one buys because of the product. They buy because of the message. Well, this was before I knew that. This was before I knew any of that stuff. I was so stoked. This e-book was targeted at students, which was first of all stupid because they're all broke. I spent all this time putting this thing together. I think it took me two days just to create the sales letter to just to get people to opt-in or whatever. Guys, I launched this thing, and nobody even opted in. I had so many failures with this stuff way back in the day. I was excited guys. I was proud. I was like, "Yeah, check this out. This is my product". I knew it was really good - it was the reasons why I was doing so well in school. I was putting awesome knowledge in this thing. Honestly really really awesome. But I was so convinced that the product is the reason you opt-in. I was so convinced that the product is the reason somebody buys. So what I wanna do real quick is I wanna walk through the more common mistakes that I see when it comes to creating opt-ins. If you can't get opt-ins, you're already dead in the water. Especially when it comes to putting a sales funnel on the internet - you're already dead in the water. If you can't even get somebody to opt-into your free thing, how you're gonna get them to buy? So what I wanted to do is I wanted to walk through... I wrote a little list here, so you'll see me look up and down here a few times, but I wrote a little list here just thinking through like, "Yeah, these are the most common things that I see as mishaps for why people opt-in or not opt-in." A little while ago, somebody sent me a message, "Hey will you critique my funnel?" So just so you guys know, I'm always willing to critique somebody's funnel. If you guys want me to do that, you can go to stevejlarsen.com. Stevejlarsen.com is where I can critique your funnel. I sell one-on-one hour coaching sessions. We can dive through whatever you want to. ...So there was a guy that I was doing it for, and it was a bunch of fun. I really enjoyed it. I love these guys. They were so cool. Mad, mad admiration for them. It was some guys over in Hollywood. And it was really really fun. And they worked with a lot of actors. Any, anyways it was really cool. So they sent me out this squeeze page. And I start looking through this squeeze page and their funnel. And the very first thing that I noticed was how many places I could click. And I started looking through the page. (And, you know, I'm not gonna say who it was or whatever) I was looking through it, and there were so many places that I could click. There were so many places that I could exit. That's one

Boom, what's going on everyone? It's Steve Larsen, this is Sales Funnel Radio, and today I'm gonna teach you guys how to use the sales letters to go find good interns. I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels.My name is Steve Larsen and welcome to Sales Funnel Radio. What's up, guys? I'm excited for this! Okay, so it's about a week, I don't know, a week and or two ago, we were looking at all the leads coming into our funnel. Right now I've got anywhere from 500 to 1,500 opt-ins every week to see my webinar - that's where we are right now, that's where the numbers are shaking out.What's interesting is the automation of the funnel itself is selling a percentage of those people, but there's a huge percentage of people who don't actually go buy because they have one last question. They need to talk to somebody. And literally, the volume is just something I can't handle. What was interesting is, we found out, we were looking at... I went to BYU Idaho... They're not far away from here, they're like five and a half hours away from here...We just found out that they added a sales program to their majors, right. You can actually go and get an emphasis in sales now, which is awesome, super cool - first undergrad I've ever heard to go do that. So, turns out, they're having their career fair super fast, so we went to work. I opened up FunnelScripts, and I was like okay, a sale is a sale regardless if there's money involved, right? I sell somebody on a movie I wanna to go see. I sell somebody on this is where I wanna go eat. I sell somebody, right? Sales is everywhere. And honestly, if you're not getting what you want in life, it's because you're not a good salesman. It's true! I'm not talking about just for money. I'm talking about anything. It's kind of funny, I went into FunnelScripts and I opened up the short sales letter script and I started filling it out all of the little pieces to sell a student to taking an internship with me. I was like, “Hey, if we're getting 1,500 leads every single week, what can we do to get these people, if they just have one question left, how can we get them to come the rest of the way and actually purchase?" So, what we did was, we went back to college. And we went to this career fair, and I decided, how cool would it be to use some direct response. You know, like the old school direct mail kind of principles, right? I went through and I wrote a sales letter on yellow paper, right? And anyway, this is it. So, I just wanna go through and I'm just gonna read this thing to you guys so you can see how persuasive this was - because the result was amazing. The result was incredible. It was kinda funny at first to stand there. We actually brought this exact same set up that you see here if you guys are on YouTube:We got the big Sales Funnel Radio paparazzi wall and that's what we put up. We got this big banner made.We made these Capitalist Pig T-shirts - that are going to be made available to anybody soon. I'm super excited about it. People are PMing me like crazy. They say 'Capitalist Pig' on the front and its like a piggy bank and there's a dollar sign for the eyes. It says 'Capitalist Pig' and then on the back it says 'Sales Funnel Radio'. It's super cool! Anyway, a lot of people were asking for 'em. So, we figured we might as well make 'em publicly available to all of you soon. It's not gonna be like a thing we have open forever, just gonna open and close kinda stuff just 'cause I'm not really in the T-shirt biz so, kinda when time permits, I'll sell that shirt and then not. Anyway, I'm excited though. And we have an 'It's Monday Baby' shirt coming out soon. Anyway, so we were wearing the Capitalist Pig shirts I should be wearing it now, that'd be kinda cool. We had this setup, we had the high ticket sales banner here the Sales Funnel Radio thing, and the crown jewel of it all, in my opinion, was this script. And what was cool about it is like this thing, I'm selling them to take an interview. I'm selling them to not just do the internship, but I just want them to go take the interview. I'm selling the next step in the process. Get on an interview. So this is what I did... I went into FunnelScripts and literally an hour before it started, I was doing the One Funnel Away challenge stuff which, I know a lotta you guys are in... Anyway, that's over now. That first month, that's over now. I thank you guys so much for being a part of it, really appreciate it. But I was doing that...And about thirty minutes prior to this career fair starting, I opened up Funnel Scripts and I was like,

Boom! What's going on everyone. It's Steve Larsen. This is Sales Funnel Radio and today I'm gonna do Part Two of my Coaching Contract. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine-to-five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. What's up guys? Hey, I had to chop us into two different episodes because it was a little bit longer. So anyway, this is the second half. I'm gonna pick right up where I left off. I'm going through 14 different rules that I make somebody follow when I decide and agree to coach them, or consult for them. So you're gonna start hearing these rules. If you've not heard Part One, I'd go back and listen to that before you listen to this. It'll make more sense. This is a result of me watching, not only just the marketing patterns that make somebody successful but the attitudes that have made someone successful. What it is that they've been willing to enter into when I say, "Hey, here's the marketing piece. Hey cool, check it out... " And they're like, "I don't know if I'm willing to do that?" And 'why' they say that... or 'why' they're willing to dive in? So these are cool! These are rules that I've written off the top of my head.So just sort of a recap; I go in, and I make them agree to a few things. This is a relationship, okay? So they're gonna do some things and then when they do, I will do these other things as well, okay? I don't just go 100% without them going a hundred also. I match and I lean into the level that they are willing to be leaning as well. Alright, hope you guys enjoy this. Let's cut right over to this...This next part. I'm gonna go a little faster here. Number Seven: "If you earnestly attempt to answer all questions on your own, then I will coach you to the answer." This is a big one. You guys remember there was a podcast episode I did a little bit ago called, My Greatest Asset. If you've not watched it, it went nuts. There was like 700 views within the first two hours on that video before I ever released it as an episode. That was crazy. That episode was freakin' awesome. And what's interesting is one of the biggest issues that I find with people's attitudes is that they're like, "Well, I don't know where to find the answer for that?" Man, freakin' Google exists, alright? "Well, Steven, I just don't know how to do this and this anymore." YouTube it! Holy crap, there's never been a time when there's been so much information readily available for everybody with such a lack of discipline on how to get it. It drives me nuts, okay? So they're never allowed to just ask me.This comes from a specific person in my history...There was a leader that I had over a whole group of us, and anytime we had a question, he wouldn't ever answer it. We were like, "Um, so what do we do about this, this, and this?" He was like, "Yeah, what would you do about that?" And it drove us nuts! We'd be like, "Whoa, we don't know that's why we were gonna ask you!" It's frustrating. We were all so mad at the dude forever. And he's like, he's like, "Oh man, yeah I wonder where you can find that out?"For like six months, the dude never answered a question of ours, and it drove me nuts. Eventually, he told us, "Guys, my goal is to make you self-sufficient, not give you all the answers."That was a huge lesson that has served me ever since that experience. That was eight or nine years ago. He was awesome. He changed my life just with that one lesson. So when people come to me, if it's like a super tactical thing, I might help answer the question for them, but when it's a dumb question... Whoever said there's no such thing as a stupid question? That's a stupid quote, okay! There is such a thing as a stupid question. It's the question that someone took no thought to try and answer on their own before they asked somebody else! Does that make sense? That's stupid. Stupid questions exist. Earnestly attempt to answer. Number Eight: "You gotta buy success with your own time." Somebody complimented me once on something I had done, and I said, "Oh, thanks. I bought it with my time." And they're like, "What do you mean?" I'd have lost a bunch of weight, and somebody was like, "Oh man, you're looking great." I was like, "Oh thanks, I bought the results with my time."It was a super weird response, and I knew it was. They're like, "What do you mean?” I was like, "Well, you know, while most people are doing this, this, and this, I was exercising, or not eating." Does that make sense? I found out like some people who are in this course that I was doing they were spending like maybe 10 minutes a day on wha

Boom, what's going on everyone? It's Stephen Larsen. This is Sales Funnels Radio. Today, I'm gonna teach you guys about my coaching contract. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business. Using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. What's up, guys? I'm super excited about this. I've actually been looking forward to this quite a bit... So I am knees deep in the One Funnel Away Challenge at ClickFunnels right now. I have the complete honor and privilege of being the guy to literally daily basically go in and hold people's feet to the fire. It was like two or three days before I actually started the challenge, I started thinking about every other scenario where I was coaching people. I've coached well over 1,800 people through this process now. Many have become millionaires, many have made hundreds of thousands of dollars, and a ton of people made money for the first time in their entire life ever as an entrepreneur. And I'm very proud of that when I say that. And what's interesting, and what's been really cool about this is that I've been able to go through and figure out more about the patterns of why it worked, or why it didn't... And not just from a funnel perspective. I've been really, I don't know if introspective is the right word? You guys know I'm a kinda introspective individual in general, but I've been able to go through and look, not just from a marketing standpoint... Meaning not just from a sales message, or an offer, or this is what this guy did in this funnel that's why he made the million, but I've been able to step back and look more deeply into the individual, and look at some of the attitudes some of these people would of have about what I was teaching them. So I thought it would be kinda neat in this episode to go through and teach you guys some of the rules that I've created as I continue to do more coaching. And if they don't abide by these rules, I don't wanna coach them. It's so cut and dry... So, I just wanna teach you guys what those are, so you understand the mentality that I'm coming from, and why I have patience in some areas, and why I have absolutely zero, unapologetic, no patience at all in other areas. And so, I thought it would be kinda neat to go through and do this. Now when I first started, this was like two or three years ago, that was the original 2 Comma Club Coaching program - which is coming up on two years. Holy crap! That's crazy. Anyway, so I went, and I started looking at all the different patterns of how that got started. I remember when I first started as that coach we were coming up with the 2 Comma Club Coaching program, I was like, "This is so cool. Who's gonna do this?" And then I was like, "Oh my gosh, I'm built for this man. Let me do this. This would be so cool". And what was interesting, first of all, I was so excited, I was so stoked, I was so shocked to be the original 2 Comma Club Coach and get put in those roles, and it's just a bunch of fun. I really enjoyed it. I guess it was an episode ago that I talked about the way a customer comes into your product often determines if they're successful with it afterward. It's not just a pre-frame. You can pre-frame somebody for a sales message, that's not what I'm talking about at all. I'm talking about pre-frame for your actual product success. So, it's almost the exact same kind of thing. So, this has become a pre-frame. I have them written down in front of me here... these are some of the pre frames. Like I said a second ago, when I first was that 2 Comma Club Coach, I went in, I remember I was so stoked. I was very nervous. I remember the first coaching session came up. If you guys watch, it was a three-day launch that we did - it was called The Seven Day Launch - but it was three days on stage. I got on stage with Russell doing a part of it, and it was really fun to go and drop out these different questions and back and forth, back and forth, and then suddenly realize there are 600 students, and I'm the only coach. Whoa, right? I was like "Holy crap! How I'm gonna do this? Alright here we go!" And I was starting to get all pumped up, and I was trying to get jazzed about it. And what was fascinating about that is I remember that I went in with the belief and the expectation that I would be coaching simply on marketing. I thought that I was gonna go on and I was gonna teach funnels, sales messages: "Here's how create the offer. Here's great places to get traffic. Here's how you create a publishing or content machine. Here's how you become the attractive character. Here's how you have a

Boom! What's goin' on everyone? It's Steve Larsen, and this is Sales Funnel Radio. Today I'm gonna tell you guys, and try and convince you that you should never hire a marketer. I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine-to-five to take the plunge, and build my million-dollar business. The real question is, "How will I do it without VC funding or debt, completely from scratch?" This podcast is here to give you the answer. Join me and follow along, as I learn, apply, and share marketing strategies to grow my online business - using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio. What's up, guys? I'm excited for this episode, I've been thinking about this quite a bit here. Recently, I had a guy reach out to me, it was over on.. I don't remember who.. I have tried to find it on my phone, actually, but he reached out, (and this has happened many times), and I just wanted to address it, because it seems to be something that happens often. The guy reached out, and he said, "Hey, I appreciate what you're doing, I watch the show..." First of all, thanks for watching the show, and he said, "I watch the show, and I was just wondering, could I give you, maybe, 20, 30% of my business to come in and be the marketer for it?" And when I see that, I cringe for many reasons. #1: That's not an attractive opportunity for me at all, 'cause it means I'm gonna be the guy making it rain, and getting paid only 20% for what I bring in - so that's NOT a deal... Why would I be attracted by that? I'm not going to be, right? It's kind of like when people come up to me, and they say things like, "Hey, Stephen, look, I've got this great idea, will you do it? Will you come in, you build the funnel, I'll give you 50% of it." And I'm like, "Why don't I just do the whole idea on my own, and keep 100%?" You know what I mean? An idea itself is not an asset. Ideas are not assets. Ideas are not value, right? So, if you just have an idea, and you try and go bring somebody in like that, that's not attractive. They might as well just go and do it on their own. So, number one, that's the first, like, "Ewww!" That I had when I saw it. I was like, "That's not a deal to me." But the second thing that I notice is, 'cause this question actually comes to very frequently: "Stephen, will you take 20, 30% of my company, Stephen, can I give you 50% of my company? Stephen, will you do that?" And what's funny, what's interesting about this topic, is that there's a fundamental issue that is actually going on when somebody asks that question. You should never ask that question - EVER - especially for the role of marketing. One of my early one-on-one mentors said, that if you think about a business as a car: Finance - is the guy sitting over in the passenger seat, planning how far you can get with what gas you've got? He's the guy on the side going, "This is what we can do. This is what we can project." Finance, very future focused. This is gonna be the future. Supply chain - they're the ones hanging out the window. They're the ones who are testing to see how much gas is left in the actual tank? They're the ones seeing when the next gas station is coming up? How far can we actually get based on resources? Where do we get the next resources? The supply chain is very past focused, "This is what we've needed in the past." The marketer - is in the actual driver's seat. They're the ones goin', "You know what - let's go over there. I think that there's gold over there! Let's go that way." Marketers are the ones that drive the entire company. I'm gonna get a lot of pushback when I say that, but it's very, very true. There's no cash... your business is dead! What brings in cash? Marketing! Money is the byproduct of marketing. When I see somebody come out, and they say things to me, like, "Hey Stephen, would you please be the marketer of my company?" What that says to me, that is an individual who has been solely married to the fact that they think that their product is what gives them money. It is not! The product is not. Now that might be the exchange of what actually pulls the money to you, but that's not how sales are done! When I see somebody ask that kind of question, I know that there's a fundamental misunderstanding of what actually is causing the cash to come in. It is not about the product. That is not what's actually bringing in cash. So when somebody comes in, and they something like, "Hey, would you come and be the marketer?" That tells me they have no idea why their product is selling. They have no clue why they're actually being successful, or not successful. They have no idea what levers are really going on inside the company... where if they just turn this lever, and push away that one, money would start coming in a little bit more, right? I know when I consult for companies, I know that there are always, ALWAYS three or four levers that I

Boom, what's goin' on everyone. It's Steve Larsen, and this is Sale Funnel Radio. Today, I'm gonna teach you guys about my RSVP funnel. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. Alright guys, hey! Now technically there's not really an RSVP funnel that exists. But what I wanted to do, is I wanna walk you guys through the process that I went through to actually grab all these people who are coming to my event, The OfferMind and actually get them to RSVP, get a ticket, and the process behind it. So what I decided to do, when we were doing that 30-day book series or the 30-day book launch, alright, (you still can get it 30days.com/stephen) During a certain amount of time, if you got the book I gave you a free ticket to my OfferMind which is coming up very soon. I'm super excited about all of it, holy crap. I'm deep in the woods right now doing the 30-day challenge with Russell. It's been fun to see you guys in there, and I really appreciate you guys being inside of that. But in the midst of everything that's going on I've also been preparing for OfferMind. Right now we have over 150 people who are coming - which is very, very exciting. So we've been creating this event in the middle of me doing this stuff with Russell and the One Funnel Away Challenge, and it's been a bunch of fun. So anyway, I wanna cut over to a Facebook Live where I showed the strategy behind creating this little RSVP funnel. Basically how I built it; so I draw it out and then actually show the actual pages and kinda go back and forth to the audience a little bit with some questions. I think it'll be really helpful because this funnel doesn't exist. I'm not funnel hacking an RSVP funnel from somebody else. The game is far more malleable than people might think it is. As soon as you understand the big Lego blocks, as soon as you understand the pieces... I've always imagined funnel building as like adult Legos. And I can take a piece out. I can move it and put it over there, and as long as these pieces are compatible, boom, I can sink it on and it'll be awesome. I kind of made up a funnel for the purpose that I needed it for and what I wanted to do. What's kind of unique about this episode is, I wanted to show ya that I do this a lot, but I've never really shown that. I never really realized I've never shown that. So anyways, it's not a sales funnel. This is more of a fulfillment funnel, right. And so, there are still sales that are collected in there, but it's not the purpose of it. And so I wanna show you guys how I kind of created the funnel for the purpose that I needed something for. So anyway, I think it'll be great, I think it'll be a lot of fun for you to see how I did that. We'll cut on over, I think the first thing in there, I'm being a goofball listening to music but anyway, watch how I draw it out. First thing I do is a write down exactly what I'm trying to figure out. And then I put pages together to be able to map out a funnel and that's what I built and that's what you'll see. So anyways, guys thanks so much. If you guys go to OfferMind.com, it is not what you are about to see in this video - since then I’ve changed it into a sales funnel to sell event tickets. So anyway, guys thanks so much. We'll cut on over there, I hope you enjoy it, bye. ♪ Bam-Ba-Lam Whoa, Black Betty ♪ ♪ Bam-Ba-Lam Whoa, Black Betty ♪ Alright, we were listening to a different song a second ago and it's the wrong song to go live to, you know what I'm sayin. So anyway, gotta look at the camera over here. Hey, what's up guys, I'm super excited. I get to actually tell you guys a little bit about The OfferMind and how to make sure you get your ticket. This is good stuff right here. (Answering FB Comments)“What's up, Amy Farmer, wow, how's it goin?” “Christopher Voss, which by the way, I just opened your package which is absolutely hilarious. Check this thing out everyone, this is hilarious. That thing is huge. It's massive. I have every shape and size I could ever hope for with it too. That's funny. I'm gonna save that. I'm gonna save that and. I don't know I think I might put that in the actual OfferMind room. I guess I'll put it on the doors. We're gonna put it on the doors, Christopher Voss, that's awesome.” What's up! Okay, I am super excited for this, I was supposed to get this out yesterday. I worked on it the second half of the day, and then my wife came in and started knocking and she was like, “Hey, you're supposed to be at the dentist.” And I was like “Oh, crap!” So I ran to the denti

Boom! What's going on everyone? It's Steve Larsen, and this is Sales Funnel Radio. Today, I'm gonna teach you guys why branding comes second. I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio. Alright you guys, I know that I'm probably gonna ruffle some feathers with this episode. I totally get that. I totally understand. I'm not trying to, but I feel so strongly about this that if someone gets offended like, “Hmm... Okay! You know, alright... sounds good!” So it was about six years ago, I had the unique opportunity of going and pitching some actual investors to invest in a business plan that I'd written. Now, this is before I ever had considered the fact that maybe VC funding wasn't always the best route... depending on what you were doing. Maybe I didn't need to get funding. Maybe I didn't need to give up ownership in a company just to get it going, right? And what was interesting is.... that was before I learned about any of this stuff. I've always been very active in this sphere though... And so I was doing what I thought was best. So what I did is... I remember we went and we wrote, I think it was like a 30-page business plan for the real estate space. It was with a buddy of mine, and he and I (as well as a few others), we came up with this plan. It was this really cool real estate strategy. His dad was a kind of a real estate mogul, kind of. He was taking us under his wing a little bit, and he was showing us some cool, neat ways to (I think it was storage units) off-set costs with these clever strategies. And it was cool - it was really cool. Anyway, so we were excited about it; we're like, "Sweet! What if we just asked for the amount of investment that it would cost for us to go get a down payment on one of these properties? Let's just try it." And cool enough, the professor we were doing this class with was facilitating the whole process. So the professor went and he actually grabbed these investors, so we did it in front of a live panel of investors. We had a cool and unique opportunity of going in, and we did the exact process that you see on Shark Tank...without as much drama. There was no slow motion, and there wasn't any slow-mo 'staring at each other looks' before anyone said anything - like on CNBC. But it was still awesome. I remember we sat there, and we got to watch as each group would present their business plan; how much they believed their company was worth, give a percentage of the company away in exchange for an investment amount. Then watch them as they would defend why that was an awesome idea, and why they should get the cash, and why they had great numbers. You know, things like that. It was really, really cool and I learned a lot and understood how all of that works. And it's really helped me even in my funnel building, funny enough. Even though I don't go that route. So what was interesting is like, as I started doing that stuff they told us, "Hey, if somebody goes in and it truly is amazing - they will actually invest." And I was like, "Sweet, alright!" Well, we get up there, and we start talking and stuff like that, and I remember that there were these different elements in creating this. It was like a 30-page business plan. It was very, very professional looking. We did everything from a SWOT analysis, (if you guys know what that is). All the standard stuff that you're supposed to do when creating a business plan and analyzing a market. Which is 100% different than I do it now. Anyway, very fascinating... I don't think any of us got any kind of investment. We did really well all of one of us. It was awesome in front of that board. Anyway, none of us got any kind of investment or anything like that. But we did that actually multiple times because of what I had studied. I actually really do appreciate the college I went to on all this stuff. They did a great job for what they had, right? No one really teaches direct response marketing. That's kind of something you have to go learn on your own, you know what I mean? There's not like a major for that. No one's teaching that stuff, you know what I'm saying. For what they had it was awesome, I get it... There were multiple occasions though where we pitched. I wrote a ton of business plans in college. And they were all very, very similar. We would go in and we would - there was a format we were following, and then we would go, and we would present it, whether it was just a professor or kinda like a dummy panel or a real panel. We did that many times, multiple times. I start

Boom! What's going on everyone? It's Steve Larsen, and this is Sales Funnel radio. Today I'm gonna show you guys my 5 phases of funnel building. I spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen and welcome to sales funnel radio. What's up? Hey, I'm excited for this video today! I've actually been thinking about this quite a bit here. Now when you think about building something like a sales funnel... The first time I ever heard about building something like a sales funnel, I was like oh my gosh, I got to write copy. There's the copy piece. I should find some images. I should do some videos. I should do the actual pages themselves. The actual product itself. How I'm gonna promote it? There's all the stuff that goes into it. It can get incredibly stressful. So what I wanted to do right quick is... For those of you guys who are listening, just know that on YouTube - I'm gonna draw this so you guys can see a little bit of my funnel building process. So this is this is interesting. I teach a lot of the stuff at events, and multiple times right, somebody will stand up and be like, "Hey, hey, how should I go about doing upsell, and this, this, and this for my product?" I'm like "Why you even thinking about that? You don't even have a main product yet." Too many times we get too involved in questions we don't really need to answer yet! But there are questions that DO matter from building a funnel. Sometimes people are so concerned about what makes the car engine run that they don't even know how to drive the car. You know what I mean? It's like there's a whole bunch of things out there - and you don't need to know that yet. So literally, my purpose in this episode, is I just wanna walk you guys through the very simple funnel building process that I have and why it works - and how to screw it up. This is really it, I mean this is truly it. Now if you think about it, there are five steps here: The first thing I need to go do is kind of a research period. Check this out... check this out- and I'm gonna explain this kind of as I go along here. The first thing that I do, is I go and I have to make sure that I know what my customers are already buying and how they're buying it. We call it the "what and the how." You guys may have heard of this before, It's the "what and the how," though. So, I go in, and I look at a red ocean meaning if I'm gonna go sell... I don't know? Pencils. I'm looking at pencils or pens, they're over my desk over there... Let's say I'm gonna go sell pens. Who else is selling pens and how are they selling them? Who as far as businesses go, but also the customers; they're like "Hey, this is how I like to hear about my pen purchases. This is how I like to go and purchase my pens." You know what I mean? So we answer the "what and the how?" What am I gonna sell? What are the people selling and how are they selling it? We call it the red ocean when there's lots of competition inside of one place. So I'm gonna go inside, and I'm gonna look at the red ocean. I'm gonna look at the red ocean, and specifically what I'm doing is I'm looking for "the what and how." I'm just gonna write that down again, red ocean, and I'm looking for like I said, "the what and how." I'm gonna draw a bit of line here. That's like phase number one here. Phase number 0ne, red ocean - just research who is already selling the things that I'm interested in selling, and how are they selling them? That's all I'm answering. So the second thing - now that I know a little bit about the actual red ocean and again remember, I know the what and the how that's all I'm looking for. The second thing I can go and start looking into... It's literally the second phase of, funnel building for me is the actual sales message writing. Not products creation. This is super key. There are multiple products in my early years of doing this where I did it wrong. I would start building products before I knew how to sell them. Stupid! Dumb! And when I say that out loud, you're like, "Well yeah, of course, you wouldn't do that." Yeah, well that's what everybody does! They come in, and they start making these products without any knowledge on how to actually go out and sell the thing - meaning the sale script - the sales message. Products don't sell themselves. A product never sells itself. When you go out, and you say, "Oh, the product's so good you've got to get in front of people." The actual cases where that's true are so rare. That is the exception NOT the rule - and I do not build a business based on exceptions. I look only on the rule

Boom! What's going on everyone? It's Steve Larsen, and this is Sales Funnel Radio. Today, I'm going to share with you guys my latest source of free leads. I spent the last four years learning from the most brilliant marketers today. And now, I've left my nine to five to take the plunge and build my million-dollar business. The real question is, how will I do it without VC funding or debt? Completely from scratch. This podcast is here to give you the answer. Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. What's up, everyone? Hey, I'm excited about this. This is actually - I'm going to actually cut over to a video real quick that I did inside of my group. And what I want to do is share with you guys, is how I added almost 3,000 people to my list in the last, I don't know, it's only been like seven weeks. I'm not promoting at all. I'm not. Anyway, it's been really, really cool. I want to share with you guys what I've been doing, and it's a video that I did in my Facebook group. I walked through the strategy itself. So you're going to see me there, I think I'm jamming out to music for a little bit. But anyway, I think you guys will really like it. It's been super, super helpful. It lets me tie in some automation where I can grab leads out on Facebook and push them into my ClickFunnels list automatically and straight into action funnels - which is super epic. So before I spoil it, let's cut over there so you guys can see it in action. Bye. So every day I go in, and it's my habit, every single day I jump on in, and I bring people into the group. And what I'm doing... (Replies to FB comments) Hey, what's up, how's it going? James, how you doing, dude? How's it going, Carrie? So every day, I go in, and I approve people into the group. When I first started, there was this big rush because I had launched and the hot traffic always comes in. But it's consistently brought in anywhere from 20 to 30 to 40, sometimes 50 people a day. Now we're hitting like a 100 people a day trying to join the group - which is awesome! (Jamming to music) Makes me want to go longboard. Man, I used to bomb hills growing up on my longboard - barefoot. Like 45mph with my brother following me behind in a car so he could clock how fast I was going. It was stupid- don't do that. Alright, let me pause that (pauses music). Okay, so I've been going in, and you have something that you're selling, it's all about list building strategies. Even before we have something to sell, it's all about list building strategies... The only asset that is actually on the internet, the only asset you have in general is the list... not the product... not anything else. And I just barely went through this. About three or four months ago, I went in, and there was a company I was doing stuff with, and it turns out that they were not a good company. They were like stealing from people and crap - and I had no idea. And because I had a list, I could pick up, and I could move to something else, and it was not a big issue. If I didn't have a list, if I didn't have a following, it would have been an issue. The list is the asset. The list is the ONLY asset! And so what's interesting is when you have something to sell, then it's all about putting more people into the pipeline... There's only 3 ways to grow a company. And I can't remember, who said this, I think it was Jay Abraham -I think so. He said, "There's only 3 ways to grow a company. Let's write them down here, so we all got them. 3 ways to grow: #1: The first way to grow a company is just to get more customers. #2: the second way to grow a company is you just get them to pay more money. #3: The third way to grow a company is you just get them to pay more money, more frequently. That's it! That's all it is. So when you have something that you are actually selling ... you've got a product up here, and the product is like, "Whoo check it out, I've got a sweet product" - that's the only way you can grow it: #More customers. #More money. # More money, more frequently - or money more frequently, i.e., increase the frequency that they're actually paying you. So that's what I have been doing. The reason that I ask for people's email address before I let them into my group is for several reasons from a business standpoint: #1: It's a symbol to me that they are willing to exchange something for the value I give. If someone can't give me their freaking email address, (you guys know the value I drop in this group) I'm not going to let them in the group. If they're like, "You know what, I'm going to see if this is worth it?" "No! Wrong order!" I don't even care. I had 102 people ask to join the group today, and when I whittle out all the people who didn't give me their email or didn't agree to not self-promo, it went from 102 people down to 72. And that's pretty accurate - i

Boom, what's going on everyone? It's Steve Larsen, and today I'm gonna talk to you guys about talent. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five, to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt - completely from scratch. This podcast is here to give you the answer. Join me, and follow along as I learn, apply and share marketing strategies to grow my online business - using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio. What's up? Hey, I'm excited for this episode - really excited about it! When I go through, and I start thinking about different episodes, I write down a whole bunch of different ideas. Then, funnily enough, a lot of them start combining. This one's gonna be 3 different episodes combined - I just wanna say real fast what it really is... I was mowing the lawn a bit ago... and I some people have said like, "Don't ever mow your own lawn. You should never fold your own laundry. You should never..." And I get what they're saying, but for me, that's the time when I am listening to a lot of podcasts. I'm listening to books. I'm listening to audio stuff - most the time... Sometimes I just listen to music and chill out - it depends what's been going on. But this particular time was only maybe six weeks ago? I mean it wasn't that long ago... I was mowing the lawn, and I was thinking. I was thinking a lot about what this guy was saying... I don't remember what exactly I was listening to, but I remember the idea came in, which is the important part... I stopped, and I was like. "Oh, my gosh, I am where I am because of sheer talent, not positioning." Isn't that interesting? I am where I am because of sheer talent not because of positioning. I was like that's really fascinating! It might sound like I'm showboating a little bit, but I'm good funnel builder, okay? I'm really good at building offers. What I realized is that I've done fantastic jobs at positioning products, positioning a business - but not positioning me. And that's the thing I've been seeking the most this year since I left Clickfunnels. I've been trying to figure out the best place to position myself in the ecosystem that I'm in. And that's just as important as your talent itself. I've been thinking about this like crazy - it's been the biggest question. I was at a Mastermind, and I asked a question like, “I'm trying to figure out what I do to serve the market?” And they misunderstood what I was saying. I'm not trying to figure out "WHAT I do to serve the market?" - I know what that is - I've been trying to figure out the best place to position myself the market? The best place to go and sit inside of it. Recently, it was actually was last week as I'm recording this, anyway (I batch my content, right I drink my own Kool-Aid)... Last week, I had the incredible opportunity to go and do some consulting for Trey Lewellen - so super cool, guys! I got to go, and this was super nuts for me, you guys. I was going out and listening to Trey Lewellen's stuff like way before ever working for Russell or being at ClickFunnels. So to go full circle, and then be invited to go in and consult on webinars, like that was such an incredible honor. We were at the Dream 100 Event, and Trey was... (it's gonna sound like I'm showboating, but this is me trying to position myself, okay?) Trey was told that I'm "the best at webinars" - which was super nice. It was incredibly nice of him. Anyway, he came straight to me. Right there in the room, he said, "Can I get you to come to my webinar?" I said, "Sure!" And I flew out there and went to his house. The whole way there I was like. "Oh my gosh, oh my gosh..." You know! I'm watching the current webinar like crazy - it was actually for his girlfriend Jennifer, she was awesome. I was going in and watching this webinar, watching the webinar, watching the webinar. When you spend that much time on a craft, it's really easy to see where a ball might be being dropped, and that was no different here. I immediately saw what the issue was, and it was cool to be able to go in and do my consulting thing. When I do consulting for somebody... like I did it for an insurance company a little while ago it, was like 12 hours straight - some people need that, some people don't need as much as that... Trey Lewellen's obviously a rockstar already - so there were just some finer points as far as a webinar gets delivered. It was really really cool to be able to go in and help him and help what they were doing. It was only six hours, but it's still a long time, right? It's just me straight, and a whiteboard like teaching and pulling things out of him into certain frameworks that I know sell well. It was really interesting, and it was cool because afterwards, it was very honoring... If anyone's like "Stephen, you're showboating." Okay, whatever...

Boom, what's going on everyone? It is Steve Larsen and you're listening to Sales Funnel Radio. Today I'm gonna talk to you guys about product evolution. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business. The real question is how will I do it without V.C. funding or debt, completely from scratch. This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. What's up, guys? Hey, I'm excited for today, got the whiteboard with me if you guys are watching on YouTube. If you're out listening on iTunes or some other place, welcome. I'm so excited about this. This episode specifically has been a long time in the making. I'm very excited about it. I have gone through and I have I spent the last hour and a half just thinking through it alone. Let alone the months prior. I've been trying to figure out how to describe this very critical lesson. And I don't know another way to be able to describe this except for like two or three stories. So I gotta tell 'em here really quick… What I'm trying to do is… I first want you guys to know right, this episode specifically is all about how I create good products. I'm not talking about offers, I'm talking about products. Products and offers are totally different. And I'm here to talk about product creation. Now I had the good pleasure in one of my semesters in college... I'll never bag on college. I think it's good. It's not how you make money though, but it does open up the noggin a bit, right? So anyway, one of my semesters in college was kind of cool 'cause the professors walked up and they said, "Hey, check it out. You have no classes this entire semester. Your only task is to make as much money as you physically can." That's what the whole semester was… They assigned us a random industry. And I got stuck in the food industry. If you guys know me personally, you know I am not a good cook. I was like “Crap, I don't wanna be in food, put me in the knick-knack. Put me in you know, the e-com space. I was like food, seriously?” But it ended up being the best education I got the entire time I was in college. And it was fascinating. At the beginning what they did was they put us into groups of like 15. So we're in these small groups, and we went on this retreat. They brought us up and super high mountain place for like three days and, we just did a whole bunch of like team building stuff. I always made fun of that stuff, but if you guys ever heard of the terms Form, Storm, Norm, Perform? Meaning you're gonna get with a group of people, people are gonna unofficially be assigned roles. You're gonna fight with each other and then finally the team can actually start producing, right. Well, we did that in that three day period. And that was one of the reasons they did it so fast with us. Anyway, so we go in, #1: we start brainstorming cool product ideas. We went through and we started writing out ideas for the name of the business, for what the product is gonna be, what the price point should be. We were all over the place just coming out with this crazy deep dive of what we think would be best to sell. Well, when we came back out of our high mountain escapade, it wasn't challenging or anything, it was a lot of fun though. When we came back they said, "Hey, you know what's helpful is to start asking your customers about what is it they wanna buy." And they started teaching us about design thinking. Design thinking, meaning: here's how to actually think in order to design cool stuff. And they started teaching us these really cool processes. It was really really fascinating, it was a ton of fun. And among those techniques were different brainstorming methods - different ways to go through and create products with customers. Which is where a lot of what I know comes from. It's really really cool. Well, I remember there was this really fascinating point where they started telling us we had to keep a journal of what we were learning each day. And I found the journal, and I just read it for the last little while … and this thing is full full full full full, okay. And super awesome. I started reading the journal entries and what I was writing, and I'm so glad I took it seriously 'cause like there's some good crap in here. It's fascinating to see what they were teaching us. It was a combination of how to be creative, mixed with what they call data-driven decisions. And I'm not the first person to ever say that at all. But that was when I was like, “Oh yeah, that makes total sense. Why would I not make decisions based on data? That makes sense. There's security in that…” Remember, I'm specifically talking about product creation here. So I'm gonna go through 3 separate things on how to act

Boom, what's going on everyone? It is Steve Larsen, and today I'm gonna talk to you guys about food stamps. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business. The real question is how will I do it without VC funding or debt - completely from scratch. This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business, using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. What's up, guys? Hey. Alright. Right off the get go, okay, just gotta tell you I'm probably gonna offend some people, and I'm gonna speak a lot of opinions on this thing, but I wanna share with you guys really how I was able to get through like the first year or two of failing entrepreneurship. There's nothing wrong with being in that failure zone, by the way, right. I think that's one of the things that people get self-conscious about. They're like, "I'm not a successful entrepreneur yet, or I've been going in the game for a while now, and I haven't really made anything." I totally get it, first of all. In college, my wife and I, we were freaking poor. I mean, we just, we were literally living paycheck to paycheck, but really it was loan to loan. Because like I was just getting student loans. I was supposed to get paid by the Army, and through some stupid crap, I ended up getting paid half of what I was supposed to the entire time I was in it. And so I was like crap, "I at least wanted some security with that vehicle, with that job, right, of being in the Army." And it wasn't that way. And I will tell you, looking back, that was one of the biggest blessings I've ever had in my entire life. The fact that we did not have enough, okay, the fact that we did not have any money. What happened was when we first got married, a lot of you guys know the story, right. I found out that my lady was eating one meal a day behind my back just because we didn't have enough cash - and I didn't realize that she was doing that. That really cut me to the core. I kept coming home every day, I was like, "Why, she's still in bed?" I was like, you know, "What's up, you okay?" and she's like, "Yeah. Oh, it's nothing." She's already been graduated - I wasn't graduated yet. And I'd come back the next day, and she'd still be in bed. We had just barely gotten married like a few weeks ahead of time, and I was like, "Is it me? What's up, you okay? Are you alright?" And she's like, "No, no, it's totally fine. It's totally fine. We're good." And I'd come back the next day, the same thing. Next day, same thing. Next day, same thing. It was like, "What is going on?" She told me that she'd only been eating one meal a day and as a man, that wrecks you. Right? That'll destroy anybody, but especially most men tend to get their identity based on what they do. Many women tend to get their identity based on their environment. That's a huge stereotype. So for me, it wrecked me, okay. I was super, super sad about everything that was going on. Not just sad, but like, my self-esteem dropped. I was having a hard time functioning in classes knowing that my wife was so weak at home, and I was in classes. I mean, really think about that. The scenario was really, really intense. So about two years prior, I was living in North Carolina. I was on one of those missions - I was one of those missionaries riding a bike around. We talked to a bunch of people - I was one of those guys in a suit, tie, little badge. I mean, I'm sure you guys have seen them around, right? I loved it, great time of my life... Well, I was put in a lot of spots and a lot of areas where it was people's sole plan to live on food stamps. It was their plan, and they literally would not show up to work so they couldn't make enough money so that they could get on food stamps. That, in my opinion, is extremely wrong. I know this is where I'm gonna ruffle feathers. But if you don't like it, this is my channel, you can leave. I'm gonna tell you what I think. Capitalist pig baby, alright, here we come. Okay, here we go... I'm gonna be sensitive to this 'cause there are tons of people who need it, and that's great. But when it's your freakin' plan to suck on other people's hard work, I do not agree with that. The door is right over there, actually! And I'm serious about that. With that mindset, of seeing tens of thousands of people where that was their plan, okay, I was like what? Like, you're going to go on welfare, that is your career path? I'm just letting you guys know, that's my backstory, that was where I was coming in from to the scenario with my wife from. The scenario of, "I will never do that." If I get hurt, if something happens to me, sure. If I need it, legitimately, but after I've done everything that I can. That's my personal opinion on it. I think it is wrong to have

Boom, what's going on everyone? It's Steve Larsen, and today I'm gonna talk to you guys about the most important shift that must take place in every sales message for it to be effective. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt? Completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio. What's up guys? I'm excited for today. I've spent the last few days at Russell Brunson's Inner Circle - which is a lot of fun. The way it works is we all get up, and we'll give, we'll teach for a little bit cool things that we've all been doing. And then we'll ask for whatever we need, right? And so I got my slides done, I was super excited about it. Honestly going to Inner Circle's like Christmas morning for me. It's probably the place I like to spend the most time, and I just absolutely love it. It was right before and Russell sent me a message, and he goes, "Hey did you want to teach some of your offer creation stuff for a little over an hour? I got a little spot to fill. We could give you some extra time there, and honestly, I'd love to see the stuff." I said, "Sounds good." So I was like, "Oh crap, I gotta remake all this stuff." So I went and I remade this cool presentation to go through and share a lot of these things. And one of the stories in there, I wanna walk through it, I wanna share with you guys the most important element in a sales message. Now a lot you guys know, I talk about door-to-door sales a lot. For me, that was like one of the best educations I ever had in my entire life - door-to-door sales. I did not see that at the time. I did not know that at the time. But I was hoping that I would learn sales in the toughest environment - which was literally one of the major reasons why I did door-to-door. I know I bring it up a lot, but it's because it was so impactful for me. Now a lot of you guys know too that I've told this story right in the past, I'll get to this whiteboard here I have in a moment. But in the past, what's been fascinating is I was so obsessed with products, right? I would write eBooks, I would put things together, and I was, "What product can I sell? What product can I sell? What product can I sell?" And it led me down this path of learning what products are cool... BUT it also led to actually having zero cash in my pocket... So back to the door-to-door thing; I had the exact same fixation when I was doing door-to-door sales. I would go around and for the first half of the summer I was the number two salesman as a first year. I was good, right and I'd be closing people. I was like, "Pest control, pest control, pest control, pest control, pest control." Customers started asking things like, "ell does it kill bug? Does it kill my ants? Does it kill the wasps? Do you guys take care of the mice? Do you do this, do this, do this...?" The technician came after me and obviously fulfilled on that and I just was selling it, I was the sales guy obviously. And what was funny was that when you look at the way I was selling, the first half of the summer for me, I was getting two to three sales a day - which as a sales guy, door-to-door, for that price point - that's not bad. That's not bad. If you do that consistently, that's pretty good. What's funny though is that about halfway through the summer it shifted from going from two to three sales a day to two to three sales a week. I was wrecked. I mean it destroyed me. If I did not do so well the beginning half of the summer, my wife and I would have been bankrupt by the time we hit the end of the summer. We pretty much broke even the rest of the entire summer. And I was like, what happened here? What's going on? One of the major things that I was getting distracted on was the product itself. About two months into the beginning of summer, people started asking me questions: "Does it do this, does it kill that? What about this, does it do that?" Blah blah blah, blah blah blah, blah blah, and I ended up falling in the rabbit hole, and I shouldn't have. I got on this huge spree of learning about the product more: "Oh these are the chemical compounds inside of our pest control. Oh, this is the organic version and the chemical compounds of that one. Oh, here is why it works on wasps. This is why it works on ants. This is why it works." And I got so far into the why - literally down to the molecular level. I knew exactly why this pest control is killing that bug... because it is jacking up their nervous system... right! Weird details that don't matter. I got so obsessed over it. It was not until afterwards, when I started learning about sales that I f

"marketing resources" "list of marketing tools" "advertising effectiveness" I get asked A LOT what my favorite this or that is. SO I decided to document what they are and keep them on all one page. Here's the scoop… With the help of some amazing marketing resources, I’m able to run a mean lean team. I’m bringing in the money while buying back some of my time and optimizing my business. What I’m going to share with you works. I’m not some guru who only makes an income from telling other people how to make money. My business makes me more money than the coaching I do. I’m walking my talk. LEARNING TO COUNT Let me tell you a story… When I went through my basic training in the army, you’d get a bonus if you signed up for AIT - which means Advanced Individual Training. My family was pretty broke at the time, so it seemed like a good thing to do. I was an ammo specialist. I was an 89 bravo, and my role was to learn pretty much every round of ammo (except for nuclear) that the military had. As part of the training, I had to spend weeks memorizing ammo stats and nomenclature. So that when someone said, "Hey, we need this many rounds of 556 and 762 or go get some freakin' grenade launcher ammo." I’d know what to grab. It was cool. However, what was challenging for me was that everything was dumbed down to a third-grade-level because a lot of people come straight out of high school. So they spent two freakin' days teaching us how to COUNT. I was so bored that I actually started getting depressed for the first time in my life. SMOKE AND MIRRORS One day, during the training, we were sitting in the chow hall and there was this guy who was in my platoon sat across from me. Anyway, we're all chatting and this guy tells me that he has a Ph.D. which was a pretty unusual thing for someone to have in that situation. I was like, "That's crazy! No way. What’s your Ph.D. in?" And he starts to tell me that he wrote a report and I handed it into a guy who's a Ph.D. teacher and that he really liked the report, “So I have a PhD." The rest of the soldiers around us were like, "Wait a second dude, you need to clarify what you just said." He said, "Yeah man, I wrote this report, it was super cool and I handed it up to this guy who teaches some classes at Ph.D. levels, and he really liked it - so I got a Ph.D." And he started trying to convince me and the rest of the soldiers that he had a Ph.D. I was like, "Are you kidding me? You don't have a freaking Ph.D., dude. Do you have a certificate?" And he's like, "No, but I have the equivalent of a Ph.D. brain." I am extremely smart." And he just kept saying, "I am extremely smart. I can tell you all kinds of things." I said, "Oh, yeah, like what?" What? Tell me stuff dude, tell me!" Because anytime someone says that, you instantly start to wonder if they really are... you know what I mean? The reason I’m bringing up this story up is because this happens in marketing all the time. I’M NOT LISTENING For a long time, one of the biggest strategies on the Internet wasto go write an ebook full of the top resources for different areas. But really it was just a big list of affiliate links! Now there’s nothing wrong with affiliate links, #affiliateoutrage. However, someone who has just put together a list without having any experience of the subject is a crappy person to listen to. For example, if I ever start to give you style guidance - you have my permission to ignore me. If I start standing up and start talking to you guys about something that I don't have mastery in. Don't listen to me. I'm not gonna do that anyway, because I'm super conscious about it. But if you’re trying to learn offer creation or funnel building - well, that’s kinda my jam. That's what I'm known for, and that's what I’ve done EVERY DAY for years - so listen up. BEST MARKETING RESOURCES (Did you notice that seamless segue ;-)) If you’re thinking, "Steven, what the heck are you talking about? Well, I want you to know that I’ve launched a really cool resource called Best Marketing Resources. It’s my hub for all of the resources that I use to pull off my business. It took for freakin' ever for me to create this thing. I created it because people always ask me, “Stephen, what's your favorite tool for ----- (fill in the blank)?" So I decided to make a hub where I just put all of my favorite tools in one place. I literally went through my business bank statement and counted them up. It’s like a living breathing list of marketing tools that I’m gonna keep constantly updated with the most up to date resources that I use in my business. And EVEN BETTER THAN THAT… Each tool has its own video that shows you how I use it in my business. I teach the exact strategy of how I use that tool in my company. So you get to see exactly how to use it and WHY I have so much love for it. Underneath each video is a link directly to the resource. A lot of them are my affiliate links - but if that annoys you, you just gotta get over. You don’t have to

Offer creation is for any product or service in any industry at any price point. It has nothing to do with building a funnel and can be done offline, online, or in person... If you have a great offer, you can sell anything… But how do you create an offer that makes any product so sexy that people will rush give you their money? With my offer creation process, you can sell anything including a pair of socks. Without a plan to sell, product creation is a waste of time. It’s a simple formula that I use to draft an outline and figure out what my offer will be. The thing that drives me crazy is when someone says, "Ah, this doesn't apply to me because I'm in retail. This doesn't apply to me because I'm in B2B. I sell things on Amazon, I can't make offers." *IT DOES* Anyone can use this process. Companies fly me out to do a solid eight hour day with them to craft a detailed plan of what their offer is going to be. We create the sales message behind it, the best funnel for that offer, and the sales message to their market. These consulting days are awesome fun and... REALLY EXPENSIVE. However, you don’t have to pay $30,000 for me to share my formula with you - because I ’m gonna share it right now… There's obviously the bigger, deeper process that I’d go through when I'm about to launch a product, but I want you guys to see how I would craft an offer around socks. Hop over to YouTube, if you’d like to see how I went through the process live with my Science of Selling Online group. WHY I WON THE “30 DAYS” AFFILIATE CONTEST When I was preparing my affiliate offer for Russells 30 Days book, I knew that my offer was gonna be better than anybody else's out there. And when the results came in, I had nearly 2x the sales of my closest competition. The reason for this is because of the way I craft offers. If you’d looked at all the promo emails that were sent out during that campaign, you’d have noticed that it was the same freakin’ email. There's nothing wrong with prewriting emails if you're gonna get just people to promote in general, then sending pre-written emails is a good But if you actually want to get serious, then because sending out a white email that’s the same as everyone else's is the epitome of a freaking red ocean! Understanding the red ocean is not just what people are selling and how they're selling it. You also need to look at the actual messaging and the funnel they're selling it with. If you're blasting out the exact same material, then you’re still in that red ocean - and that’s not where the money is made FISH SLAP THE CRAP I don't care if you're selling your own products, or promoting somebody else's. I'm gonna teach you how to create your offer from a marketers perspective. I'm not here to slap people around by saying "Oh, that's crappy, that's crappy! Don't do that!" But I am here because I wanna share with you that there is a total junky way to do this, and a real way that actually provides value. I'm a firm believer in something that Todd Brown said. He said, "If you have nothing else of value to say, then you need to end your funnel." DUDE! WHAT ELSE…? I had only been at ClickFunnels for about two months when Russell turned around, and as with all great ideas, he said: "DUDE! You know Stu McLaren?" "He's got this thing coming up called TRIBE and I wanna promote it 'cause it's really good. What else could I give with that product?" Until that time, I had never considered the fact that you would create an offer around an affiliate link. Russell doesn't promote many people's products, but when he does, he is very methodical. So I wanna walk you through the process that I watched Russell use, and that I now use myself, as well. TOOTHPICKS AND JUMP ROPES The reason I chose socks for this example is to show that this process works for anything however ludicrous. You could even use it for toothpicks. In fact, it works for any product at price-point in any industry. Here’s an example: In the morning I like to jump rope to warm up like boxers do - Rocky style. So I bought a jump rope off Amazon. It's one of those speed ropes. It’s super cool. And what excited and tickled me pink was that you also got: A two-week program showing you exactly how to use your rope. A cool little bag. Some spare parts. An invitation to a special community. It was a freaking jump rope and it literally had an offer created around it! They had crafted this amazing offer around a jump rope. I want to show you that there are multiple ways to create an offer, regardless of what you sell. I want you to see the structure and the questions that I ask, in order to create an offer. It might be helpful for you to go watch on YouTube, but I’ll do my best to explain the process here too. MAKING SOCKS SEXY Every time a person buys a product they also get a set of problems. If I can identify future problems that the product cause you can build an offer around them. For example: #1: The first thing you need to do to create the offer is to lis

What's going on, everyone? It's Steve Larsen, and today I'm gonna share with you guys how I was able to make the transition from employee to entrepreneur boss. I spent the last four years learning from the most brilliant marketers today. And now, I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best Internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio. What's up, guys? Hey, so as I started getting ready to make the jump, I wanna talk to you guys real quick about something that was really, it was hard for me. It was challenging for me. It was my biggest fear. One of my buddies I'm talking to, well before I left, but I told him I think I need to leave my nine to five. (You can apply this to yourself regardless of what you do, right?) I was like, "Okay, I gotta go, I gotta go, and I gotta think about, I gotta think about how I'm gonna handle this." And he goes, "What is your biggest fear? Is your biggest fear that you're not gonna make enough money? What is the fear?" And I said, "No, actually, my fear is not about the revenue. I've been a part of a lot of these funnel things now and launched enough kind of on the side while I've been here. I think I've got that part." (Not to say that I'm amazing, you know. Anyway, you get what I'm saying.) "The part that is freaking me out the most, the part that's freaking me out the most is that I'm gonna be sitting by myself alone looking at a wall with no one to crack the whip. You know what I mean? I'm gonna be sitting there by myself in an isolated room." In ClickFunnels environment, there's energy. There are people running around over the place. There's "Hey, let's do this" and "Let's do that." So even if there was a day when I felt kinda tired, I don't know if I wanna do this right now. I still had other people and other processes and things and place to pull me along and to hold me accountable. And I said the thing that was freaking me out the most when I left was that I'm not gonna have that. I was talking to my wife about this. It was the biggest fear I have; do I have the discipline to continue to show up every day like I'm going to war? Do I have the discipline to show up day in and day out to show up and act like, "Okay, today, the goal is to make a sale." You know what I mean? Do I have the discipline to just do revenue-generating activities and not get distracted by things that are easier? Instead of like going in and trying to make the sale, "What's more comfy for me?" You know what I mean? You guys know what I'm talking about? So I just wanna share with you guys how I'm able to go in and stay structured, personally, day in and day out. Now I'm not perfect like this, and I don't want you to think that I am. I'm not. I really only listen to like two or three people. I listen to Russell Brunson's stuff. I learned marketing from him. I learned business structures from Alex Charfen. And I listen more about closing and what to do with cash when you have it from a lot of Grant Cardone stuff. And those are kinda my three. That's about all I listen to. Sometimes, I listen to some Pat Flynn. Pat Flynn on Smart Passive Income. His podcast, that was one of the first shows I ever listened to that started teaching me about this world. Anyway, so there's a few people I listen to, but really, it's just them -which gurus did they learn from, which books did they study, which courses did they go to to learn how to be where they are, right? When I'm done diving through all their stuff, I just go the next level deeper with them. And that's kinda how I make sure I put the blinders on and not get distracted with my education. So it's been kinda cool. So this was a serious fear of mine though, right? When I leave, how will I maintain discipline? Will I? And it's funny now that I'm thinking about it, but that was eight months ago, nine months ago, and that's kind of a weird thing to be afraid of, but not really... And funny enough, one of the things I would teach at the funnel event, (the Funnel Hackathon Event - FHAT) was this very thing. Funny enough the thing that people was asking about after a while, after like the first day and a half, I've had another day and a half with them, pretty much every question turned into, "How do you keep your energy so high, Stephen? How do you stay checked in so often, Stephen? How do you... " And I was like, "Why are you guys asking me this?" I didn't say that. But I was thinking it was like, "Why does everybody ask me that question?" It almost frustrated me. I was like, "Well you just freakin' do it? You don't overcomplicate it - you just do it." But it's funny because like as I started leaving, I put my foot in my mouth becau

BOOM! What's going on, everyone? It is Steve Larsen. Today, I'm gonna talk about how I actually set up Affiliate Outrage - I'm actually super excited it's launched. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge, and build my million dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business. Using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio. What's up, guys? Hey, so today, I just wanna share with you guys why I got started on Affiliate Outrage. Some of you guys might know, I actually started this in college - not the program - but the first money I ever made online was affiliate money. I had a ton of fun with it, but it was out of desperation. I had been trying so many things. I was like, "Hey, I'm gonna go try this, I'm gonna try that," okay? Literally, it was like seventeen businesses that I tried - I was actively in them, you know what I mean? I was cutting things out, just doing that thing, whatever that business idea was for a solid three, three to six months. So if you do the math on that, it took me a few years, right to figure this stuff out. And that's pretty normal, all right? If you're gonna get really good at anything you're not gonna be amazing right off the bat. So transitioning from an employee over to a business owner - an entrepreneur, creating value, a marketer - that's not an easy task. And it's not one that usually happens quickly for most people. I wanted to make this program for many reasons: One of them is because I have my need to give back. I wanna share with you guys the strategies that got me my first cash, okay? How I actually was able to go make money. It was through affiliate marketing, and I wanna teach you guys that kinda stuff. But what I really want you to do is, I want you to notice what I'm doing. Watch from it from a 30 thousand foot view what I'm doing. If you have launched something, one of the biggest questions that I get, (I've been emailing a lot about this lately, and it's been, been a lot of fun). But one of the challenges that, (and when I hear this, guys, I cringe on the inside.) "Stephen, I've launched my thing, 'how do I get traffic to it'?" Gah, right? Oh my gosh, that sucks! Oh man, I'm so sorry... Because there's a bunch of stuff that you should do... First of all, you should take it down, because what I wanna teach you real quick is how I've been able to launch. The last six, seven funnels that I've built, that I've put out... every one of them has been successful. Now, that means different things, in varying amounts, but a lot of money came in on each one of them. Lots of it. And I just wanna walk you guys through why they were successful. It's all about this concept called The Prelaunch. Now, I love movies, I love going to movie theaters. I don't really stop and watch movies in the evening here much. Sometimes, I like sitcoms, Seinfeld, still a big fan, definitely a big fan of The Office. Anyway, Psych, love that show, 'cause I'm a goofball, and so is he... Anyway, so if you guys go to like a movie, I want you to imagine how successful would a movie be without a pre-launch? Hollywood, they dump a $100 million bucks into a movie. You're going to see a movie, and let's say you don't know quite know what it is. And let's say that you get to the movie theater, and you walk on up, and the first time you have ever heard of a movie ever is on the day the movie gets released to the theaters. What do you think the success rate of that movie is gonna be? Not that good! Not nearly as good as it could be, is if there was a lot of pressure built up beforehand. Guys, that's what marketers do. They build up the pressure. They create events. For lack of a better term, it's a campaign. Setting up a Facebook ad, they call it a campaign - they're destroying that term! Campaigns are events that you orchestrate; you built pressure around product launches, certain things. You open and close access to the public, 'kay? Now you watch what Hollywood does right? When you go in, and you're creating a product - just as important as your product's ability to deliver on what you say it will, is your ability to think through the launch strategy. What's the go-to-marketing strategy that you're actually gonna go say, "Hey, what's up, market? Here's my thing." How do you go, and actually create and orchestrate all that pressure ahead of time, right? The anticipation, "Oh my gosh, I've gotta have that. That is so crazy cool," right? There's a study that said, the anticipation for vacation, the amount of excitement and joy in the mere anticipating of a vacation is just as exciting as the vacation itself! Which is fascinating, right? And so if you're gonn

Boom! What's going on everyone? It's Steve Larsen. This is Sales Funnel radio, and today I'm going to talk to you about how I found my VA's. What's up, guys? Some people have asked, "Hey what's a VA?" I'm talking about virtual assistance, I'm talking about how I found my team. Now what's funny is, I remember sitting at a few events and I would watch these guys who had made 2 Commas through their sales funnels. And there was this interesting correlation that I saw as would watch these guys. Someone would get up, and they'd take the picture with the award "Yay!" (mine's over there.) And they'd take the 2 Comma Club picture and they'd be like, "Check it out! This is so cool!" And the next person would get up and they'd do it again. "Woo, what's up!" They'd take the picture; "I finally did it, yeah!" Which is really, really cool. But I started noticing this very interesting thing about all of them - I can't help it, I'm kind of a pattern junkie. I started looking and I was like, "What do each one of these people have? Like why is it that that guy can do that?" Right. "Why is it that that guy can do that?" And I'm not trying to be like weird or whatever, but there's a lot of them that stand up and be like, "I think I can build a funnel better than that guy can in his own category, but he made a million bucks." Right. "Why didn't I?" You know what I mean. It's important to ask those questions. And one of the things - amidst many of the things - one of the things I started realizing was that all these people had, (that I did not at the time), was a certain mentality. I was lacking in this area. Growing up, I'll just tell you guys, this isn't to get all sad and sobby or whatever, but I didn't know what I was good at. And growing up, a lot of times entrepreneurs don't. They don't know what they're good at for a little while. I always tease a few, but it's kind of like the X-men. Like you're still trying to figure out your powers. And I hate the mystic crap that people try to lace around entrepreneurship. It's not mystical, okay, it's business. It's giving value and getting paid for it. Entrepreneurship is not mystic, you're not like a godsend to humanity to go bless, anyway. You know what I mean? You know the mentality I'm talking about? You see around a lot of times. That irks me a little bit, okay? But anyway, right, I was young and I was like, "What am I good at? What am I good at?" And as I started getting a little bit older into my teens I started realizing that I had an ability to focus hard and go sell stuff. I had a very intense fascination with the act of selling. And I started learning more, and there's a lot of self-discovery involved with entrepreneurship, I decided like, "Oh my gosh." I started learning how to learn and I got addicted to it. I started saying things like, "Well I'm gonna learn that, and I'm gonna learn that, and I'm gonna learn that, I'm gonna learn that. And I'm gonna try and be the best at this, and the best at this, and the best at this, and the best at ..." And I like, "I'm gonna learn it all baby! Bring it on!" And funnily enough, that's like the exact opposite of what each one of these entrepreneurs onstage were doing. And I was like, "Well what are they doing then? Like how does this actually work?" And I remember I was sitting next to some extremely successful people and one guy he leaned back and he goes, "Yeah. I have no idea how to drive Facebook ads." And I was like, "Are you serious?" I didn't know either, but it shocked me that the guy didn't know because that's where I saw most of his stuff. I was like, "Yeah," he's like, "Yeah I just outsource it." I was like, "Huh. That makes sense. You really have never done one ever though? wow. Hmm." Even I have massively failed at least getting one out the door. And I was like, "What's the issue? Huh." And then the next guy was like, "Yeah, I didn't write my own book. I want to make sure I actually write my book, I'm writing it right now. But he's like, "Yeah I went through and I just dictate it over the phone or whatever and somebody writes it while I'm speaking." And I start that way when I'm doing it, a lot of guys do. And then I like to go back again and rewrite again. I'm too much of, I do like the art of writing a little. But anyway, so one thing that started fascinating me though is the incredible obsession each one of these guys had at having a team. That was it. The thing that they all had that I didn't. I was focusing on being a Renaissance man. Being a Renaissance man has never made anybody a ton of money, okay? To a certain point, it's great to know how to do a little bit of everything, to a certain point, to a certain degree. Especially when you're brand new and you gotta wear a lot of hats, okay. But there comes a point when you've gotta stop doing that right. And so the thing that all these guys had that I didn't was a team ... And when I suddenly realized that, that's when I actually started getting into things like a

Boom, what's up guys? It's Steve Larsen. This is Sales Funnel Radio, and today I'm gonna talk to you guys a little about the book DotCom Secrets. Now, before we cut over to intro which I love, I wanna share to you guys a little bit more about why this book is so important to me. That's what this episode is about. I actually took the video that I filmed for bestmarketingresources.com. If you haven't checked that out yet, go do it. Bestmarketingresources.com is the resource I created. It's the page I created to share with you guys all the things that I'm using to build my business. There's only a few of us in my company and the reason why is because how a lot of these tools interact together back and forth with the way all the automation works. Anyways, I wanted to share a little bit though about this book, DotCom Secrets. The reason why DotCom Secrets has been so powerful for me and the story behind it. It is not just like I went and I just bought the book, okay? I actually wanna share with you guys the story behind it. How I read it... Where I read it... And what I did with it afterward - which I think is pretty unique. I know it's one of the reasons why I've been successful with this. I really only read the book two times, okay? But it was such on a crazy depth that made it very very effective. So anyways, let's cut over the intro here If you've not actually picked up this book... This book is better than my entire marketing degree. Just this one alone. Let alone, the rest of the education that ClickFunnels comes out with. So anyways, let's cut over here and I'm excited to share with you guys the story behind my first time getting the book DotCom Secrets, thanks. I spent the last four years learning from the most brilliant marketers today. And now, I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt? Completely from scratch. This podcast is here to give you the answer. Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. So in college, we were really poor. We were crazy poor. I kept spinning up all these little companies trying to get them to make money. It took me about 17 tries to really get it off the ground. It's funny cuz when I look back... meaning 17 actual businesses. And it wasn't like, I was just kinda half-heartedly doing the businesses, I was full in. It was not uncommon for me to walk streets and trying to sell people on the street. I mean, I wanted it real bad. If you're like me, I mean you want it. You want it real bad, okay? I was the kind of mentality, still am, where I would go learn something and I wanted to make sure I understood it, but I also wanted to make sure I wanted to try to make money as fast as I could as well. I remember once I pitched the owners of Vivint. Vivint Home Security. Not the head honchos, but very very similar, very close for that regional area. Anyway, it was an insurance company. There's a bunch of people out there too. A lot of pest control, a lot of door to door people. A lot of... And I just pitched people guys. I didn't know what I was doing. I was pretty much breaking every single rule that you could even imagine. But, whatever, I was just running, because we were living on loans, student loans. I was in college. I was in the army. You know I went to basic training. We had a kid. I was married. I mean already right there I was in a very different demographic place in life than a lot of people my age. I wanted to make cash. I wanted to be a provider for my family. And I found out that few weeks into marriage that my wife was just eating just one meal a day behind my back. She was doing that because we had such little cash, she didn't feel like she could eat. And it's kinda like crap hits the fan. This was a true story. It was a few weeks after we got married. And it was really hard. I was like crap, we gotta make some cash somehow. I've got to make money. This was about six years ago, almost seven. What was interesting is she... She was sacrificing for me. The amount of love, It's pretty intense, okay? And it still kinda brings me to my knees a little bit. I've had a hard time talking about this story because if you were you know... Men specifically get their identity a lot of times by what they do. And I wasn't doing anything, you know? I was trying to... but I wasn't making any money. So I was like, we gotta make money somehow. At least get a food on the table. It was literally a, "Hey, how can we get food on the table?" scenario. She was still packing lunches for me because she'd already graduated from college. I was still going, I was still working to finish. So she would stay home all day in bed while she was packing me a lunch. She'd eat one meal in the evening with me and that was it. She was super weak

Boom! What's going on everyone? It's Steve Larsen. This is Sales Funnel Radio, and today we're gonna talk about student stereotypes. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business. The real question is how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply and share marketing strategies to grow my online business, using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio. What's up, guys? Hey, I've been excited for today. I wanna talk about a topic, you know it's... Every evening my wife and I usually like to just sit and talk. And we'll sit and we'll talk, and talk, and talk. Most of our dating, honestly, was talking. We would just talk for like three hours a night, every night for all of our dating and that was kind of it. So anyways, we'll sit down and we'll just talk and we'll share with each other. We're good at that part of our relationship, which is a bunch of fun. So anyway, we were sitting down the other day, we've got a little almost three month old baby now, and we're playing with her and we're talking back and forth, and my wife says: "Hey, what are, like, the biggest stereotypes you see in your students?" I said, "What do you mean?" She said, "What are the reasons that people do, or do not, go forward with the things that you're teaching them? Like, stereotypically though." She's like, "Do baby boomers react differently to what you teach compared to millennials?" And I was like, "Yeah, actually they really do." So I thought it'd be kinda cool to go through and share with you guys what I talked about with her because it was fascinating to see that. #1: I freaking hate the millennial propaganda. Can we cut that crap out, alright? Baby boomers, your parents complained about you too, alright? Are we all good there? I'm just gotta get that off my chest. I hate that, I hate that: "Well you're a millennial, you can't focus." Alright, you can't use tech, so back atcha. Ya know what I mean? Anyway, so I just wanna walk through this really quick, and just share with you guys a few of the things that I've seen stereotypically with my students. Now, this is my own students - it's students I've had in the 2 Coma Coaching. My intent in sharing this... the only reason I want to share this is so that you can hedge yourself to not be one of these stereotypes. So everyone raise your right hand right now, and be like, "Hey Steven, I, (state your name), will not get offended." Don't get offended about what I wanna go through and share with you guys right now. I'm talking in massive generalities, 'kay? Cause I've seen a lot of things across the board. And then, at the end of this episode, I want to share with you guys what I do to combat these stereotypes myself. I have my own routines. And some of my routines I didn't realize were my routines, you understand? I didn't know, that I was literally creating my own solutions around some of these things. But I did and it's been working. And it's really awesome. If you follow my Instagram, you already know what some of them are... First of all, let's just set the stage here: There has never been a time in the history of the entire world, where so much information and so many answers are prevalent and accessible with such a crossover with a lack of discipline. Mind-boggling. There's so many answers out there. There's so many things out there that are already solved for you. Yet people don't know how to go and just look up stuff on their own on Google and YouTube and just learn something for 30 minutes. We're not a culture yet of self-teaching. And that's why those who can self-teach, just blow-up so much. Number one, we've never been in a time period where so many, so much information is available, but there's such a lack in discipline personally with people. There's lots of addiction out there now. There's lots, and that's not to say it wasn't there before but I mean, we live in a very stimulated society now. We live in a very stimulated community now, alright? There's such a lack in discipline, daily routines. I'm not saying I'm perfect at it. But I try to have one. I try to live with intent day by day, by day. There's such a lack in discipline, there's such a lack in just getting up and getting crap done regardless of how you feel about it. There's such a lack in people knowing that in order for me to get where I'm trying to go, there's work involved, right? We get sold on this concept, "Oh yeah, I should get that, I deserve it." Man, that is bull crap. No one owes me anything. And I try and live like that. I hate when people say, "Here get this product, you deserve it." It makes me wanna throw up and not buy their product, no matter how good it is. When somebody says, "You deserve it," that's garb

Boom! What's going on everyone? This is Steve Larsen. This is Sales Funnel Radio, and today we're gonna talk about why entrepreneurs get paid so much. I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio. What's up, guys? Hey, I've been really excited for this episode actually I put up my little trello board, and I was taking notes on it. I've been really excited actually to dive through this with you guys. I've got my whiteboard here, for those of you guys that are on iTunes, I'm actually drawing this out, but I'm sure it'll also be in the blog and other places anyways. Guys, thanks so much, wherever you're tuning in, thanks so much. Sales Funnel Radio has been blowing up like crazy thanks to you guys, and I really just wanna say "Thank You." When I left my job, actually let me go further, let me go further back... A while ago, I don't even know how long ago it was, it was over a year ago. It was probably a year before I left ClickFunnels. we were launching this program, and I was really excited because it was one of the first projects where I was able to get a little bit of cut of the action, and I was like, "Yeah, what's up? This is super cool!" Right? I was just working my guts out for this thing. I worked so freakin' hard, I don't even know how many hours I put into this thing... It was an ungodly amount of work. 'Cause I wanted to... You know, man, it's freakin' Russell Brunson... I wanted to make sure it was awesome stuff. And we killed it. The sales were awesome, but when my cut came into my bank account, I was like, "What?!" I had calculated all these sales, and I was like, "Holy crap! Check this out, we're gonna hit all these financial goals." All these financial goals my wife and I had, we were gonna hit 'em so fast, I was like, "Holy crap, this is so cool! Holy crap!" And when the check came in it was about half of what I expected. I was like, "What the heck? Who? Where's all the cash?" I was like, "There has to be some mistake!" And I start going, and I'm looking through the pay stub and everything, and sure enough, greedy, disgusting, nasty, filthy Uncle Sam had his just molded, gross, fleshy hand all over that check, and I got taxed 42% on that thing. I was like, "Where did all the cash go?! Oh my gosh, what?! This is ridiculous!" It was my first big encounter of getting paid a huge lump sum and only getting really about half of it. And I was like, "That sucks." And I can see where there's a lot of dilemma that goes back and forth, where entrepreneurs are like, "Well, should I not make more money because I gotta pay more taxes?" ...Man, just pay the taxes, and make more money. Make your wallet fatter. I'm not a financial adviser, but that's what I do. Just pay the taxman, just move on forward. And I was like, "That's crazy." And what was interesting to me is when I ended up leaving ClickFunnels, cash started coming on in, quite a bit right at the beginning, like "Bam! Huge flood of cash," 'cause I had built up this big campaign and the doors opened, and a big old flood came in. There was this big surge of cash, and we kept almost all of it, and I was like, "Hmm, why did that work that well that time?" Alright, I'm a W-2 of my own business, that's how I set it up, a W-2, anyone, so I'm an employee of my company, so we were still paying ourselves, we paid ourselves a small amount. I didn't take a paycheck from my company for quite a while, alright? 'Cause I was just rolling cash on it, we were living on savings. And what was funny is when we started paying ourselves, it ended up being about the same tax rate as when I was working at ClickFunnels. But suddenly I could expense things like the car. So while we were still at the same tax rate, I could go in, and I could grab... And this is not to be like a financial, you know, strategy session. I would not say I'm a guru of that at all. I hire other people out for that, kay? But I started expensing out all this other stuff and now suddenly, with the same amount of cash coming in, we were keeping more of it, right? We had greater amounts of discretionary income because of the fact we run a business and had an actual company. And I was like, "That's really fascinating, Why is this working so well?"And I went back, and I started looking at it, and sure enough, all these other guys kept telling me, "Man, if you are a W-2 employee you are getting eaten alive with taxes." And I was like, "Ah, what do you mean? " I had no idea until I actually jumped ship how much a W-2 employee gets gouged. I mean s

Boom! What's going on everyone. It's Steve Larsen, and this is Sales Funnel Radio. And today I'm going to show you my 30-day plan for how I'd get everything back if I lost it all. I've spent the last four years learning from the most brilliant marketers today, and now, I've left my nine to five, to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt? Completely from scratch. This podcast is here to give you the answer. Join me and follow along, as I learn, apply, and share marketing strategies to grow my online business using only today's best Internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio. What's up, guys? Hey, I am excited about this episode. Now, if you haven't seen the last episode, I talked to Russell Brunson - he was on the show which is super fun. I interviewed him specifically about this new book that he just came out with called 30 Days. In the book, Russell asked all these marketers, "Hey look, you lose everything, you have nothing, except an internet connection and your ClickFunnels account. Your bills are paid, but for one month only, "How would you get it back?" Which is, it's a fascinating question. How would you get it all back? You have no list, you have no reputation, nothing. You start from scratch, all you know is your little, your marketing know-how, how would you restart? I was kinda laughing when he asked me to write a chapter for the book, and give my take on how I would do the whole thing - because I just did it for real! At the beginning of this year left my job. I left ClickFunnels. I didn't have a business, I didn't have a funnel, I didn't have a script, there was no product. What's funny is, I felt like my chapter was documenting what I actually did. If you want to see what it is, go to 30days.com/stephen. 30 as in three zero. 30days.com/stephen. My name is S-T-E-P-H-E-N. You'll see my chapter, you'll see me, I'm on that page, that's my page, and you can see the plan that I detailed, that I outlined, for 30 straight days. Look, on day one, this is what I do. Day two, this is what I do. Day three, this is what I do - it's literally laid out, piece by piece by piece. But I wanted to give you at least a little bit of an overview of those things, and kind of describe why I did what I did there. How many of you guys are in the 2 Comma Club X Coaching program? I'm one of the coaches. I was in San Diego, and in two days, I was about to get on stage. I showed up a little bit early, and the whole first night I was just finishing this chapter. I was up 'til like two a.m., eyes bloodshot, you know, classic funnel hacker style right there. The second night, I went in, and I had to finish the actual presentation. So, long story short, I finished in San Diego, and I was super proud of it. 'Cause I put a lot of time into writing that chapter. I actually really like to write. I've got a few books coming, which I'm really excited about, woohoo! Draft is almost done. Anyway. So, I want to walk through and I just want to share with you guys why I did what I did. And funny enough, this is actually how I created a business... Agh, sorry the freaking battery camera died again... Anyway, I'm excited to walk through. I want to detail out what I did in this chapter, and why it worked. I'm not gonna go into huge amounts of detail, but I am gonna dive into the strategy for how I knew that this would be a good thing. One thing that I want to point out is that you're gonna watch while I kinda walk through this... I launched when I didn't have a product. Okay, and that might be freaky. And honestly, the first time I heard of entrepreneurs doing this, I was like, is this okay to do? You know what I mean? The first time I launched an info product, it took me eight months to build, and nobody bought it. No one bought it. No one bought it for like another four months. And the reason why is because I thought success had to do with the product. Right? I thought sales had to do with the product. There was a story I told on stage a while ago about this book, and I know a lot of you guys have heard this story, now, but it was about a book. I sold this book, and I was telling everyone how cool the book was. I told this awesome story behind it, and it was all fake. I didn't tell 'em it was fake. It was an entirely made up story, okay. I made up the story, - but it made people want the book so bad -that the people in the audience were buying it off Amazon. I found out that one of the ladies who helped with the authorship of the book was in the audience, and she bought the book again. It was a freaking good story. And then at the end of it, I let everyone know, "Look, I've actually never read this book. It's a random book off my shelf. I have no idea who this author is. I have no idea what the chapters are." Then I asked, "Did I tell you what the chapters are?" They're like, "No." I was like, "Huh, so you bought this th

Boom! What's going on everyone. This is Steve Larsen and this is Sales Funnel Radio. And today you're going to hear my interview with the one and only, Mr. Russell Brunson. Now, I've been wanting to get him on the podcast for quite some time, but I wanted to do it when I could actually promote something that he was interested in as well. Russell is the guy that originally started teaching me offer creation, and I wanted to make sure that there was as an offer for him, but also for you guys. What you're going to hear in this episode is behind the scenes of why he's come up with his latest book. A lot of you probably don't even know that he has a new book? It's not Traffic Secrets, it's not Expert Secrets, it's not Dot Com Secrets, it's another book. It's literally 550 pages, and he had 30 gurus come in and contribute to this book. You guys are going to hear why he set it up, where he got the inspiration from for it. Why he rehashed the idea, and why he's gonna actually produce it for everyone now. This is really awesome. This is obviously my favorite interview I've ever done for obvious reasons. He is my friend. He is my mentor. I look up to him like crazy, and love hanging out with him. Anyway, I am very honored, very thrilled. Russell and I are just going to shoot the breeze for little while, and then we’re gonna dive deep into some reasons why people are NOT successful as funnel builders. We see these reasons all the time, and luckily we talk about them a lot in this episode. You guys are going to learn from the CEO of ClickFunnels himself about what makes a funnel builder successful, and what makes them destined to not be. Anyways, I hope you guys enjoy this. Let's cut to the intro and we'll get straight on to the interview. Guys, thanks so much and if you enjoy this, please go thank Russell. THE RUSSELL BRUNSON INTERVIEW: Stephen Larsen: What's up, guys? Hey, I am excited. You guys obviously see the video right here, and you see who I have on. I'm very, very excited about it, though. I am, uh ... Frankly, I've had a hard time coming up with words to describe how I feel about this interview. I've been wanting to do this for a very, very long time, and, um, obviously ... It's Russell Brunson. He's the man. He's the CEO of Click Funnels obviously. He has gone from icon of mine, to boss, to mentor, to friend, and I'd say brother now, and, uh, love him like crazy. (Turns to Russell) Just really thank you for taking the time to be on here. So, obviously, just welcome to the show. Thanks for being on Sales Funnel Radio. Russell Brunson: Yeah, man. This is an honor. I was hoping you were gonna ask me eventually. I'm like, “Gosh, this is only funnel show I've never been on!" Anyway, I'm just kidding. I'm super excited and proud of you man. It's funny 'cause I think the event that we first met at was where I was like, "Everybody's needs to be publishing! Everyone needs to do a podcast.” And you were like, "NO!" And then you went and did what most people don't do. You did the thing that you knew you needed to do but didn't want to do. You just did it, and now it's been like …Yeah, that's such a good lesson there for everyone. But that was the first day we met, it was probably the day or the day after that. Stephen Larsen: Yeah. Russell Brunson: And now look ...Fast forward two or three years later... it's amazing what you've accomplished, and where you've come. It's awesome. Stephen Larsen: I appreciate that thank you. A week later I was sitting next to you, working there, and I was like, "I don't want to publish. I'm not going to publish." And you're, like ... taking your phone, "What's up everyone? It's Russell Brunson." And, you know, then you're on your podcast, "What's up? I'm Russell Brunson." On your blog, "What's up? It's Russell Brunson." And I was like, "There's something to this." And I tried ... I don't think I am ... Hopefully I am, but I am trying to be your best student. I really appreciate it. Hey, I just ... I wanted to ask a few questions. It really means a lot that you're here ... You're changing the world. You're changing people's lives. You changed my life; my family, my immediate family. And now my extended family are all soaking up your stuff. We have our own little groups. They're like, "This guy's amazing. Who is he?" I was like, "I know. I told you I wasn't crazy." You know? Like, "Listen to him! He's awesome!" Anyway, ClickFunnels has grown. When I first got there it was at like fifteen thousand members, and I left when it was about sixty-five-ish. It's been interesting to watch how the audience has grown. Both in terms of being funnel builders and marketing skills. What do you say for the audience as a whole, the ClickFunnels' audience? Because, guys, if you're listening to me and you don't know about Russell and ClickFunnels ... I think you're a liar. Every episode I talk about Russell and ClickFunnels ... What would you say is like the recurring holes that people keep missing? What wo

Boom, what's up guys, this is Steve Larsen. Today we are gonna talk about recycling stories. I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business. Using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio. What's up guys? Hey guys, thanks so much for tuning into to Sales Funnel Radio. I was on stage a little while ago, and I was teaching, and there was one question that comes up every single time when I'm teaching script building, when I'm teaching any kind of story-telling, anything like that. One of the things that always comes across is, "Stephen I don't know what stories to tell that will break someone's belief patterns and make them want to cause a purchase to happen?". And I say, "Okay cool cool cool, that makes total sense everyone goes through that first of all. So if you're feeling that, don't worry about that." Second of all though, what you gotta understand is you don't always need to come up with new stories, right? So this episode is called Recycling Stories because what I want to do is share with you guys how I do that. So what better way to actually teach you to do that than show you actually me doing that. Does that make sense? So what I did is, a little while ago I actually decided, this is something I've never done before in front of a live group. I've done a lot of funnel building but live script building! Guys script writing is hard. Just know that it's one of the hardest parts of funnel building overall. Putting the pages together, that's some easy stuff man. That's easy stuff. You drag and drop, you're done. Script writing though, that's not easy. And so what I wanted to is... I thought how cool would it be if I actually went and built a script live in front of an audience, and it made me a little bit nervous - I'm not gonna lie -because it's not an easy thing to do. We'll spend days coming up with one headline, you know what I mean? And so to write a whole script, not just the headline? That was really challenging for me to do that. It was a lot of fun though. It took me 12 hours. It was in front of an audience of about 75 people, and I built an entire webinar script from top to bottom. The whole thing, top to bottom. And what I was trying to teach them and share with them in this part, I just ripped it out, and I'm gonna share with you guys here. I'm building the actual webinar slides live. I recorded my screen doing so and walking through and talking through each slide. So that's actually what we're gonna cut over to in here in just a moment. But what I want you to understand, see and notice is that for a lot of what I'm doing for that webinar - this is for my product - it's called My Funnel Stash... "Oh crap, wait just a second. Eh, there we go!" (Stephen goes to get something - he comes back with a fake mustache and some red and green sunglasses - He puts them on and continues to talk). ...I'm doing it for a product called "My Funnel Stash." It's a play on words. It's all the funnels that I've been building, and that I built over at ClickFunnels. It's gonna sound a little conceited, kay? But no one really else is gonna have the opportunity to sit next to someone brilliant like Russell Brunson and learn right at the feet of a master for that amount of time. When I left, one of the things that Clickfunnels did which is brilliant, is Russell was like, well I don't always wanna be just the one funnel builder, so they created an internal agency. I don't know that ever anyone else ever is gonna have the opportunity to do the kind of thing I did. For that reason I feel a little bit of a mantel to share with you guys some of the things that I was doing over there. Please note, that's one of the reason why I talk so much about Russell Brunson is because I feel a little bit of a responsibility to share with you some of the things that made funnel building successful. And why someone like me, I was building funnels ahead of that time, but the finer points of it that made it actually work and stick. This is super cheesy I know, but I actually sent out Clickfunnels colored glasses and a funnel stache, stash with the actual stash of funnels that I used to build 500 funnels next to the guy. What was interesting about this, after doing the amount of funnel builds that I did at Clickfunnels, I need you to know and hear me now: "Funnel building success has very little to do with the pages, okay?" You can have a funnel that is limping along on one leg and be totally fine, very successful. Completely fine. Now please go in and make your funnel tweaks, make them good, but if your funnel is only working

Boom, what's up guys? This is Steve Larsen, and this is Sales Funnel Radio. Today we're gonna talk about why selling is emotional, and how you can take advantage of that ethically in your own business. I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million dollar business. The real question is how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. What's up guys? Hey, I'm excited for this, okay. This episode comes to you today... Okay, the next two or three episodes that I've done are things that I've been ripping from other places, and I think you're really gonna enjoy it. This one's a Facebook Live that I did. There are a few people - really, really sad... I don't know if they're sad or mad, or they're fighting me, for whatever reason, on the fact that selling is emotional. What I want you to understand is that there are three different phases in the sale cycle. There's the marketing phase. There's the selling phase, and there is the closing phase. If you are not getting the cash you want to, but you're still closing people, it's 'cause you don't know how to close. I'm gonna walk through and share with you guys why selling is emotional and what you're doing in the brain. I don't know how you can get good at marketing, selling, or being a salesman without learning about psychology - actually learning about the brain and what happens there. We are all different people, yes, but we still have a brain that very much comes from the same kind of area - we have the same kind of tendencies, okay? And so, what's cool about that is as soon as you learn the patterns of how to actually go out and be influential to your people and your customers, prospective customers, you actually can get them to do a lot of great things that will benefit them, that will benefit you, and help you be more persuasive in life. So, what this episode is specifically about is ... First of all, I gotta teach you what's happening in the brain. I've never taught this before, ever! I'm in this area right now where I've kinda been lookin' back, and be like "Hey, why did that work? Why did that work? Why did that work? Holy crap, look at that pattern." And so, what I'm tryin' to do is I'm tryin' to teach you guys the patterns that I was going through, seeing and doing, not always on purpose, okay? And so, I'm gonna go through and I'm gonna teach you about chemicals in the brain, and I'm gonna teach you about what's going on in the brain psychologically when people start to hear about your pitch. I'm gonna teach you how to actually go in and get around those things. I'm gonna teach you what you're actually pitching when you actually pitch somebody. What part of the brain are you actually pitching, okay? All those answers are gonna be inside this Facebook Live. Again, I think this was like a 15-minute thing, but anyway, I'm a little fiery in it - just so you know - which I know is hard to imagine. I'm a little intense. I'm excited to be able to do this and actually get this out to you guys. So anyways guys, thank you so much for watching this. Please, I actually encourage you to take notes on this one. I don't necessarily always go very tactical inside this podcast, but this one, THIS has had a direct influence on my wallet, and I mean that in all seriousness. It has had a direct influence on my wallet, meaning getting much fatter. It was when I learned what was actually happening in the noggin', and this comes from me studying a lot of different books, listening to a lotta gurus, going through a lotta courses, and a lot of my own personal experience. There's really like two or three things specifically I'm gonna walk you guys through in this episode. So, honestly, I would grab a piece of paper for this episode... And if you like it, please share it. All right guys, thanks so much and please enjoy the lessons in this. They have been life changing for me and I'm excited. If it changes your life also, please, please... Or if there's any piece into it that makes you go you go, "My gosh, I had no idea!" Please, please reach out and tell me. It means a lot. You could even consider leaving a review on iTunes. Thanks, guys, bye. Oh, what's up? How's everyone doin'? Hey, guys, I just finished a webinar. I am all sorts of hopped up on Goof Balls. My left eye's got the twitch which means this is gonna be good, all right! Hey, real quick, I just wanna do a drop this thing, oh, I actually dropped my phone while I dropped it in. I just wanna drop this in the group, okay. I wanna, I wanna, I wanna, I wanna do some edumacation! When I was in college, I wanted to make sure that I knew how to sell, so I

Boom what's going on everyone? This is Steve Larsen. This is Sales Funnel Radio, and today we're gonna talk about the difference between good cash and bad cash from your business and why you should never accept bad cash. I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million dollar business. The real question is how will I do it without VC funding or debt completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business. Using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. What's up, guys. Hey, I actually, I love funnel building live in front of a lot of people and for some reason. I don't know why, but usually eight hours into it I start... I don't know if I get a little chip on the shoulder attitude, or if I get a little, I don't know what it is, but for me, that's where I usually have the most prolific things coming out my brain. Luckily, I screen record all of them. I want to share with you guys my strategy for when to take on cash and when to not. I know right now how to go make 100 grand in the next month. Even far more than that, that's not a hard thing for me to do anymore, that's an easy thing for me to do now. That's not to showboat, but the reason why I don't go grab it is the thing I want to explain to you guys in this episode. Now that might sound crazy to you. I know I'm gonna get some backlash for this episode, but you need to understand the difference between good cash and bad cash. My business works for me, okay. I don't work for my business, you understand. Now obviously, I go set stuff up, I go put things together, but as quickly as humanly possible my whole goal is to set up systems that replace me as the operator in my company. So what I'm gonna do is I wanna be able to walk through and share with you guys why... Okay, one of the major reasons I'm doing this right now is because several times in the last two or three months, I've been offered a lot of money to go and do a funnel for somebody, and I've said no. It's gotten out that I said no, and I wanna address that. I want you to know why I said no to certain scenarios. I want you to know why I say no to certain cash even though it's easy cash, even though I know, and they're like begging, but I still say no. We're gonna flip over here in just a moment, and this is the fifth segment of a seven-part series that I did I think about a month ago where I went through, and I was building a funnel live. Not just the funnel though, literally from the ground up. I designed and wrote the actual sales message, I actually wrote the actual message live, screen recorded in front of like 75 people, okay. What you're seeing in this next piece, I'm building out, and I'm finishing the last few pieces of the funnel, and I'm building what I call, I don't know anyone else who's made it, I call it a waiting list funnel. It's literally its own funnel on the side when someone doesn't take action. Somebody is asking me, "Steven why do you have a waiting list funnel and why do you remove the option for somebody even to purchase?" That might sound crazy, but please listen to my answer here. This might be a little bit of a longer episode, but I think it's gonna really, really help you as you see what I see as I do this. Remember I brought 1800 people through this process now. Paying people, okay you understand? Who paid to specifically learn that thing. That's just not like episode listeners, okay. They specifically came for that, and what I want you to see is... I got a unique position looking down and seeing all these different funnels that are out there. Which ones make and which ones don't, okay. And I want you to understand how powerful of a concept this is. If you're like, "Oh my gosh, Stephen, there's so much opportunity out there," I completely get it. Please know this is how I handle that, and how I don't get distracted. The answer to all that is in this next episode. I'm very excited for you guys to be here. So again guys, thank you so much. This is good cash, bad cash, please keep that in your mind when you have opportunities come to you. They will only increase as you increase in your success. You have got to get good at identifying good cash versus bad cash. Cash that is progressive versus cash that is a distraction to you. Anyway, this is gonna help you see how I go through that process, and how I know whether or not I should accept cash from this opportunity or from that opportunity. If I should say no to it, how should I say no to it, and why and what things, you know what I wish I could say yes to - but what should I do to get my business ready for it? All those answers are inside this episode. Guys thank you so much for listening. If you like this, please, please like and share and subscrib

Ho, oh, boom! What's up, guys? This is Steve Larsen. This is Sales Funnel Radio. Today we're gonna talk about my four favorite traffic methods. I spent the last four years learning from the most brilliant marketers today, and now I've left my nine-to-five to take the plunge and build my million dollar business. The real question is, how will I do it without V.C. funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. What's up guys? Hey! I know it's already right on the whiteboard right here... (for those guys who are listening, obviously I'm going to explain everything as well.) I wanna walk through this here real fast. It's a question I've been getting more and more frequently, and if you guys don't know, I actually don't like driving paid ads. Now, please understand what I'm saying, we drive paid ads. But I don't want to learn how to do them. When launched one of my first products I went and I put it out there, and I was super excited, super stoked. I was like, "Look! I birthed this amazing thing, World! Hey, this is incredible, it's amazing!" I was so proud of myself because after a year it had done 60 grand with no ads spend. It was a little over a year, but I was like, "Oh my gosh, check this out!" I remember feeling really excited about that. I was like, "I am the freakin' man, everyone bow to me!" I wasn't saying that but, in my mind, I was like, "I finally did it" I finally made something work. It was after a lot of tries. A ton of tries... and finally something worked, and I was proud of it. I was really proud of it. I remember feeling so proud that I hadn't spent any ad spend, and it was still doing that well. I don't remember who I was listening too, I think it was a Joe Polish thing, and some of Russell Brunson's stuff. Anyway, all of a sudden I had this epiphany: "Shame on you, Shame on you, you're not spending money on ads, right? I started realizing that a real marketer would wanna be able to spend as much money as possible to acquire a customer, right? If you think about those massive marketing phrases: "Whoever can spend the most money to acquire a customer wins." Those are like, laws of marketing. And I was like, "I'm not even spending any money. Crap! That means I'm not actually a marketer... I kinda accidentally came into that cash." I was like, "I need to be able to spend as much money as possible in order to actually acquire customers." So it changed everything for me. I started going through, and instead, I started building out funnels where not only the price point allowed me to dump cash back into it, but I started structuring to remove my ad cost. But I was like, "Wait I don't actually wanna learn how to do this ad game." And I know that might sound crazy, but I really wanna just stay on just the funnel-building offer creation peak. I wanna stay on top of that peak. I used to climb a lot of mountains we did a lot of backpacking growing up. I grew up in Colorado. I loved it, absolutely loved it. Time with nature. Super cool. Teaches you a lot of stuff. But I never once, funnily enough, climbed two peaks at the same time. It's a weakness of mine to try and do lots of things. But I started looking at what I was focusing on in the same way as climbing mountain peaks. Now I don't want to be a renaissance man. Renaissance men don't get paid anything. Obsessers get paid. So, I'm gonna stay on my obsessing peak of just being the offer creation guy, and teaching people how to build inside of a funnel. That's really what I do. And that's what I'm really freaking good at. So I'm gonna stay there. If I go and learn something like ads, that's gonna distract from my peak. That's gonna require me to come off my peak and try to climb another one high enough to make the other one successful. That doesn't make sense. I know many times I've dropped the fact that I'm going to interview my amazing team. There's one specific thing I've been waiting for in order to do it, and I'm so excited for it. It's gonna be really, really cool. Soon as it happens I will get my team in here and I will interview them. I found an amazing ads-driving individual, and she's incredible. She's absolutely amazing. I'm like, oh my gosh, blows me away. Very, very good... I personally like to obsess. She obsesses over the act of driving Facebook ads to the degree that I obsess over building funnels. I wanted someone like that, and you should find someone like that. If someone's like, "I don't know... Hmmm, I can do it." Don't hire 'em. Hire someone who's ridiculously obsessed. Somebody who, it's not logical how obsessed they are. That's the kinda person that you want. It took me a long time to find, a long time to find her, but I found her. She's amazing. But what do I obsess over traffic-wi

Haha, what's up, guys? This is Steve Larsen. This is Sales Funnel Radio, and before we cue the intro here, I want you to know, this episode for me was really special. I interview an incredible entrepreneur. Her name is Natalie Hodson. She's fantastic. I love learning and studying from her. She's gonna talk about some things that went on kinda crazy in her life, and how to leverage the crazy things inside of your life for your audience - particularly around the subject of vulnerability. So this is how to be vulnerable without looking like you're weak, right? And for a lot of guys, that's super important. For a lot of selling in general, that's super important - the purpose is not to look like you're weak. So anyways, let's cue the intro here. I hope you guys enjoy it, and if you have liked this, please reach out to her and say thank you. She puts some really amazing things out. Thanks, guys, so much, and see you on the episode. I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million-dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio. What's going on, everyone? Hey, it's Steve Larsen, and I'm really excited to have you here today. Stephen: I have someone that I've been trying to get on the podcast for a very long time - because I just think the world of her. It's been super amazing to get to know this person. Anyways, I'm excited about it. The first time that I got to hear this story, it was heart-wrenching for me to see, not just everything that had happened, but the inspiration that it's causing in other people's lives. The way it's changing other people's lives is a huge deal. It was fascinating for me to see that this is real, you know, this is a big deal. I already knew that, but just to continue to watch it in application... I was like, "Gosh, the thousands and thousands and thousands of lives that it's changed." It's my incredible honor and privilege to have you on the show. Guys, I wanna welcome Natalie Hodson. How are you doing? Natalie - Hey, thank you so much, Stephen. That was an amazing intro. Stephen - I mean it. Natalie - I'm so excited to be here too. I've watched your stuff, and I've binge listened to all your podcasts. Your advice has helped me so much, so it's like a win-win. I'm excited - you're excited. It's awesome. Stephen - Oh, I appreciate it. Thank you very much. I know a lot of people may not know about you yet, and frankly, it's just a matter of time... I think everyone's gonna know who you are. Natalie - Aw, thank you. Stephen - Could you tell us a little bit about your story, and kind of the background, 'cause it's inspiring, and... Natalie - Yeah. Stephen - There's obviously funnels in there, but that's a vehicle for this whole thing. You're changing people's lives, and I'd love you to grace my audience with that... that'd be great. Natalie - Totally. Well, there's a long version and a short version. I'll try to keep it towards the short version, but I tend to be long-winded. So at any point, if you're like, "Natalie, take it this direction," you know... Stephen - We have happy ears. Natalie - So I'm in the fitness space. But I always say that I accidentally fell into the fitness industry because I was a history major in school. I didn't know: #1: That there even was a fitness industry #2: That I ever wanted to be a part of it. After I had my son, I gained 70 pounds when I was pregnant with him. I was like big, out here. He was a 10-pound baby. Stephen - 70 pounds? Natalie - Yeah, I was really big. And after I had him, I remember feeling lost. I remember looking in the mirror and feeling like, "I don't even recognize myself... I just wanted to feel like myself again," and it wasn't even so much about the weight. I just didn't feel like me. So I started a blog, and honestly, it was like an online journal - just as a way to keep me accountable for my fitness stuff. I didn't tell a single person that I knew in real life, because I was embarrassed. I didn't want the people I knew to know what I was struggling. This was when Pinterest very first got started, about eight years ago. I just started sharing... I like to cook, so I started sharing healthy recipes, and I started putting them on Pinterest. And honestly, if you look at my first pins back then, they were taken with a flip phone, just awful photos, but luckily for me, now people are taking gorgeous pictures for me. So I started to get a lot of traffic to my website. Stephen - You were just kinda documenting what you were doing? Natalie - I was just documenting what I was doing and sharing. This was right when Facebook group