SFR 140: Value Isn't the Offer...

Let's dive into WHAT gets you paid. It's not the offer!...

Hey. What's going on, everyone? This is Steve Larsen. You're listening to probably one of my favorite episodes of Sales Funnel Radio so far. I've spent the last four years learning from the most brilliant marketers today.

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 know probably every episode is my favorite episode when I'm doing it. Anyway, this is one of the core reasons and ways to actually make more money...

What? Hopefully, that's an exciting topic for you. Hey. Next to me to my right right now, it's a chest. I've got a bunch of random stuff in there. Some guns in there. Frankly, it's extremely very thin, brittle chest. It's slightly painted green. There's these little latches on it that are all rusted out.

Frankly, it looks like a piece of junk. It does. For right now in today's value, you probably wouldn't get much for this, which is interesting. How many guys want to buy it? I would love to maybe ship it out to you if you guys want to buy it.

Anyway, that'd be really, really awesome if you guys want to purchase it. You're like, "What, Steve? Are you kidding me?" All right. Let me shift it up for you now. Let me tell you that this chest belonged to Captain Wayne Kartchner, an ancestor of mine.

This thing is old, guys. This is an heirloom. It's next to me. it's rusted out. I do keep a few things in it but it's next to me here. Captain Wayne Kartchner.

I've got several military members that have been in my bloodline, which is part of why I went into as well for myself.

Interesting. How many guys want to buy it now? Would you be shocked if the price that I sold this for after telling you that story would be a little bit higher? No. It wouldn't shock you, would it? It would not shock you at all that I'd actually charge more money for that.

Hey. I've got some pieces of dead tree over here. It's awesome. There's some blank ink on them. It's a book. Anyway, how many guys want it? Sweet. Sweet. Cool. You know, I'm going to sell it for 100 bucks. If you guys want it, just message me right now. Is that cool? All right.

What if I was to tell you that this one book has made me a butt ton of money and has actually given me the life that I have been wanting really, really bad? Cool. Is it worth 795? You guys get what I'm getting at? Hopefully, you are.

One of the questions I've been getting a lot lately...

Some guy wrote out and he said, "Hey. This is one of the topics I've been pounding on a lot lately for my coaching students." I wanted to be able to go in and I wanted to teach you guys the same thing. This is important.

This is very important...

What I want you to know is we're about offer creation. Offer creation and storytelling. Those are the only two things that I really care about anymore. Okay? Those are the two most lucrative skillsets I can even think of.

The farther I follow this rabbit hole down, the farther I've realized, the more I've realized that that's really it.

That's really it...

I don't have to be an amazing, creative individual with Photoshop. I like Photoshop. I don't have to be an amazing, creative individual with ... I don't have to know how to code. There's a lot of people that know how to do this. Okay.

I can outsource all that stuff but the thing that I cannot outsource very well is this whole storytelling offer creation piece. Why?

Why?..

Let me tell you a story real quick. A man walks down the street. It's actually an alley. He walks down the street. He's creeping. He gets shot and dies. Okay? Let me switch it up for you though and give you some context. It's a war zone and he's a soldier.

Okay? Huh? Right? In one second, you might think that someone was murdered. In another, you might think that they were just killed in the battle zone. Fascinating context. Context is everything. Context is what actually delivers value. Okay?

Offers is not where value is created...

I want you to know that. That's what I'm trying to tell you. I'm trying to help you guys. Look around at these objects that are around you. One of my favorite stories is a story of this violin. I don't know if it's true or not. It's a movie. You guys might know it.

This movie where this violin is being shown. It's at an auction. They're auctioning off this super old violin. Somebody's like, "Yeah. I don't remember the price once were but it was super low." Everyone's like, "Really?"

The auctioneer's like, "You only paid that much for it and no one would go any higher." Suddenly, this old gentleman just starts walking up to the front of the room. He takes the violin. In front of everybody, he starts to clean it.

He cleans the violin. He polishes it. He tunes it. He plays the most incredible song and just hands it back to the auctioneers and goes and sits back down. The offers for the violin go through the roof. Why? Context, guys. Story.

A story creates context for things. Okay? When we're thinking about offer creation and products and value and how to make more money, you have to understand.

Your offer is not what creates value. Offers do not create value. They deliver it. They don't make it. Okay.

They deliver it...

They scratch the edge but they don't make value. What makes value is the sales message. Okay? For example, a lot of you guys know that I'm religious. Here's a biblical example. There's a woman. She goes and she pays tithing. She gives away just two pieces of coin, whatever it was. I can't remember how much.

Some rich people next to her make fun of her because she only gave just a little. Okay? Now, from a monetary standpoint, she gave just a little bit. These other people give a ton because they have a lot of money. Christ, he's sitting on the side.

He says, "Who gave more?" Everyone said, "Well, the rich people." Actually, let's get some context here. That was almost all of her money. How much more worth were those coins that she gave?

Think about it in those kinds of terms. Think about it. Okay? There's a lot of things, objects, heirlooms you may be even given. For example, I go over to Cache Valley every once in a while. I've got family over there. I had no idea that one of my ancestors in I think, Sweden or Denmark.

I can't remember now...

I could say this if I wasn't recording an epis...