SFR 95: My Launch Calendar...

There Are Two Things On MY Calendar. Events, And Product Launches...

Hey, what's going on everyone? This is Steve Larsen, and you're listening to an early morning Sales Funnel Radio

 Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. Now, here's your host, Steve Larsen.

I am literally about to go downstairs into my garage. In my third car garage, I've got a full gym, got the squat rack, the dumbbells, the barbells, the bench, the pull-up bars. I love it, I love it. That's always been a part of my life. When I first graduated from college, it's only been about two years ago, I actually stopped all those things and I have missed them greatly. So I've loved diving back into it all in the last month and a half, two months here. I'm excited.

I was about to go downstairs and get going. The hard part is that I know that outside right now it is 29°, so I was bundled up. I was like, "Uh. Right now it sounds more fun for me to do a podcast," actually for something that's been on my mind for quite a while. It’s cool that ... Okay. I'll tell you the story.

Two or three days ago, I was standing next to Russell and he said something that summed up something that I have been wanting to say for a while. I was standing there, I was in his office, and he goes, "Yeah, check out my calendar. My life is run by deadlines."

I was like, "Hm, That’s a good phrase right there. My life is run by deadlines." It's true. If you look at his calendar, and mine actually, the one that's right next to me on my left right here on that wall, it’s run by deadlines. I have a huge full calendar. I'm sorry, massive calendar on my wall, and I circle dates.

Now, some of the dates are events that I’m going to, that I'm going to speak to, or I've already been asked to speak at like eight different events next year, which I'm very excited about. Then, so one category is an event. The other category, though, that’s on here though is a product launch, something that I’m actually going to be putting out into the market.

You know what’s funny about that, and what’s funny about the pattern that we would work by, you guys have got to know that since I'm leaving ClickFunnels, what I've been trying to do is I'm trying to extract every lesson that I can that I learned there and I’m trying to publish it, not just so that you guys can know what it is but also that it sticks in my head. What I've been doing is I'm going and just trying to nitpick and pull out all the little things here.

So some of these last episodes, especially episodes 90 to 100, know that that's what the goal really is. I've got more and more of those coming...

I did that episode called 11 Brunsonisms, but I keep trying to pull out some of the best and biggest lessons, and you need to know how we operated there and how I'm going to continue to attempt to operate on my own come January 1st when I’m totally solo. Just know this is how we did it, is we would set a ... Okay. Please note that the reason I want to go through this is because I see people launching stuff really slowly. I understand there's a full team at ClickFunnels, Russell and I working in tandem, but a designer, traffic guy. There’s all these different elements, videographers, copywriters, email person, this person, and I get that. I understand that.

There's a full team there, but still, I think it goes to say, I think you need to know why we launch so fast, why and how. I want to go through both of those things real quick, so if you look at his calendar, like I said, there's really two different types of things on his calendar. One is product launches and the other one is events that he’s traveling and speaking at, and things like that. It gets full really fast for the full year every single time, and we never want to erase it because it’s almost like a ... I don't even know what to call it. It’s cool, it's awesome to look at it.

You're like, "This is what I did this year," and that's what we call them, funnel years. Anyway, so the way we launch stuff and the way I launch stuff is, the way I'm going to keep doing it, is we will set the date for when we want to put something out. Too often ... I'm sorry, it's like five 5 AM right now and I'm trying to wake up still so let me get this out there. Too often, what I’ve noticed is that somebody will ... In fact, here’s a good example. The other day I was on a coaching call and I was coaching somebody. I said, "Hey. When are you going to launch this thing?"

The individual was like, "Oh, you know what? I think I'll launch it on, maybe I'll do it on Thursday." I was like, "No, no, no. When are you going to launch it?" The person goes, "You know what? Maybe I'll launch it on ... Maybe I'll do like Thursday or Friday or Saturday." I said, "No. When are you going to launch it?" I had to get forward about it, and the person was like, "You know what? Maybe Saturday." I was like, "You're not understanding what I'm telling you. When are you going to launch it? Choose the freaking date. Choose the time and the date right now and you hold your own feet to the fire on it."

The person was like, "Okay. I'm going to do it this day." I was like, "Cool, what time?" The person was like, "I'm going to do it at this time," and I was like, "Cool. Awesome. Now you have the time. Now the trick is to hold your own feet to the fire. What mechanism can you put in place to hold your own feet to the fire?" Guys, that’s one of the keys of what I’m trying to teach you right here. When you set a launch date for product or a funnel that you're putting out, or anything at all, one the biggest keys is to ask yourself, "What is the mechanism, to hold your own feet to the fire."

One of the easiest ways to do it, one of the ways that we do it, one of the ways I’ve done it is to be public about the launch date. It’s real easy to let that launch date come and pass if you’ve told nobody. It’s one of the reasons why I've told a ton of people about a product that I’ve been ... I'm putting out on January 4th. It’s not totally done yet, and the reason why is because it’s public so I have to finish it. Does that make sense? That’s how we ran everything at ClickFunnels. That's why we put everything out there. We literally ... You know the Expert Secrets book funnel, guys we started that funnel two days before the actual launch. That was the freakiest thing.

I don't recommend that. That's a full team of fanatic experts to pull off in two days. We did not sleep for ... Oh my gosh, that was ridiculous, but you get the point though? You get the point. I hope you get the point. What’s the mechanism of you being able to just ... That’s one of the reasons you launch as fast as you can. Just set the date, set the date, set the date, and get as much stuff as you can done before the actual launch.

You're being public about what isn’t done. In the sales picture, telling people, "Look, you're part of this first group. I'm going to take you through it personally, and we're going to finish building out this thing together," or "Look, this first time I want to take a...