SFR 199: How Gurus Write Books...

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 writing Traffic Secrets. Same Process that I have been using to write my book. That was one of the real purposes of the event Offer Mind, was that.

So what we do, is, I've been coaching, I've been using this material, I've been testing it, but then I go through, and I write...

This is I think four or five legal pads worth of paper. It's a lot; I don't know if the camera can pick that up. It's a lot of paper; it's very very thick.

I draw one major diagram that represents all of it. Then I take little pieces out and say, "Okay, let's teach that and that. That and that sequentially. How should I digest this to understand it the best?" And that's what I do. That's what I've done.

Okay, now those are the principles, the major core things, now I need to go through and figure out the actual principles that teach that topic.

Now I need to think through the story that teaches that principle the best. I came up with probably 50 stories. I mean literally, it's a lot of stories. Because I can't just say, "Here's the thing!" I need to embed it, I need to embed it in the brain... and the way to do that is through storytelling.

So we're going to cut over the Facebook Live of me diving through... You're going to see these strewn out all across my office floor right here, all over the floor. You'll see more of the process of why we throw the event.

... Guys, a lot of the books that are out there that have been amazing, they're heavily researched books. It's not like someone's just walking around, I could make a book tomorrow, it's not hard, it isn't. I could literally just Vox something or make a voice thing, have somebody transcribe it, put it in a Word doc, print it, bind it, bam, done.

The process of writing the book is not hard. It's the process of coming up for the content that's challenging.

Something that's actually amazing.  Something that's completely prolific - So that's what's going on - I've been working hard at writing my book. This is my contribution to the marketing world. This is not an easy thing to go through.

The more I've looked at all these gurus who were doing this stuff, they all do something very similar to this. It's not about speed, in this specific area, for this exact move that I'm using and doing.

Soon, you guys will see me create my book funnel.

A lot of you guys are gonna join me for free - which is great. You can join me and watch me build a book funnel that's gonna sell the book.

You'll see me think through all the upsells, craft and create the offer, the sales message for it - because now I have the product, the book. But then I gotta also sell that. So the book is a sales message, on the new concepts and ideas, but then there's a sales message to sell the book, and then I have to make a sales message for a hook for headlines to bring you in. It's a big process, especially for book funnels. Especially for book funnels.

What I'm pumped about is there's not an aggressive timeline for me on this, perfection, obsession is the goal for me on this - which is why it's taken me a while, and I'm totally cool with that.

As I'm speaking right now there are three books in the hopper, one of them is near done, this one about offers, so it's gonna be called Your Core Offer. So you guys can go to yourcoreoffer.com, and that's where the book funnel will be.

If it's not up yet, which it likely isn't by the time you guys hear this, you guys can join a little waiting list, and I will drop it out to you the moment it's ready so you guys can jump on there. But also, there's a way for you to watch me build the thing if you'd like to, as well. So it'll give you instructions on how to do that.

I like to do this with complete transparency so you guys can check that out...

There's a lot of moving pieces with this. I don't want to rush for the sake of a timeline. This is a big, big, big piece,  a big move. Big credibility comes with having a book - so I don't want to jack it up just because I want to get it out tomorrow, or next week, or whatever. You know what I mean?

So let's cut over real quick, sorry for that long intro there, but I want you to know that stuff. So we're gonna cut over to the Facebook Live now, and see a little more behind the scenes of the actual process, and I'm gonna walk you guys through that.

Thanks, guys so much, appreciate it, let's cut over there now. Bye.

Real quick, so about two weeks ago, crap, it's Saturday. Yes, two weeks ago. Two weeks ago, I was able to go in and hang out with Russell late into the evening at ClickFunnels office. It was pretty much just he and I. Dave Woodward came in for a little while, and we were going back and forth on concepts for the Traffic Secrets book and the Traffic Secrets event. This is one of my favorite things to do ever.

Right after I got hired at ClickFunnels, that's when we started drafting Expert Secrets. Russell would come up with some concepts, then he'd come, be like, "Is that cool?" and then we'd go back and forth, back and forth, back and forth, that concept, this concept, that concept, this concept. I was very heavily involved in that process. It was cool to watch how a genius like that writes a book.

I get a little bit nervous when I see someone bragging about the fact that they wrote their book in a weekend. You know what I mean? Unless you got a crap ton of material, I'm nervous for you. I am nervous when someone writes a book that quickly. So here is how we write it.

I'm not gonna share with you guys everything. That's all you're gonna see right there... but this is what we do:

We come right over here on this side, and we write down on one, see all the red right there? The red right there, right there on that column?

First of all, what we do is we start up at the top right there, and we draw a framework, we draw a picture that represents the entire book, or the entire presentation, or the entire whatever. That's what that one is right up there. I'm not gonna share with you guys because it's secret, okay?

(Showing beard) No Shave November, you like that?

But first we start with the framework that's right up there, and it represents every single thing that's going to be in the book - One massive framework.

The next thing we do is we go in, and as logically as possible, we break up the main topics, like big subjects. Things that we could riff on for three or four hours. That's what all that red column is right there. Right where my finger is. See that? That red column right there.

So section one, two, three, four, five, six, right, down right in there, you can see the one that's massive, right there, where my finger is right there.

(Pointing around the office) "You like the stop sign?" That's for an ad.  "You like it?" That's all my Dream 100 packaging, all that stuff; there's some sick stuff there for Offer Mind, stuff's getting shipped in like crazy, so the office is totally messed right now.

Then what we go do is we draw out the major images that have to do with this session. All the major images right here. Check this out, we all the major images for that session. There's gonna be a whole bunch of smaller ones, but that's the major image and logical progression of an idea that represents that main session. Does that make sense?

So it's broken down kind of like this:

we've got that main framework up at the top; we're like "Woo, here's the picture or whatever." Then what we do is we say, "Okay, well, first of all, there's that part, and then there's this part, and then there's this piece of the framework, and that piece…’  and we start to number them out in these big broad categories.

We number them out.

This is like a main broad thing. This one piece right here is just this section. However, you have to know that in order to go this one. So we put it in order, it's descending in the order you have to understand the concepts to pull off whatever the book, the course, or the whatever is about. The presentation, right?

This is exactly the process we went through for the Traffic Secrets event. Exactly the process we went through for Expert Secrets book. Exactly the same process I'm going through for everything right here.

So then what we do, if this is session number one, this is session number two, session number 3, okay, this is how all the experts write books. Just so you know. Write slowly. Write slowly.

Number one, there's a big framework up at the top, and then you break it all out into these different sessions.

Those of you coming to Offer Mind, you're gonna see me do this, and the full circle of this.

So then what we do is we draw step number one -  actually pulling off that major piece of framework is this. Then we draw an image about that. We come up with four or five major images up at the top. Now there's gonna be a whole bunch of smaller ones as well, but that's not how we're going to describe it on stage. Does that make sense?

If this is a big whiteboard and I'm standing on stage, and I'm like, "Rah rah rah!" because I yell a lot. I'm drawing it out, I'm drawing out, I'm drawing out the framework, and then I show this slide — the final thing. Then I go to the next one, and I'm drawing it out on a whiteboard. I'm drawing, I'm drawing, I'm drawing, and suddenly, "Oh my gosh, let's show this next slide."

What we're doing is we're fleshing out all the content from our head about this one thing. Does that make sense?

If this is session one, you have to know this, and you have to know this, and these are all images.

That's why we draw doodles, guys. That's why the doodles are in Expert Secrets books, the Dot Com Secrets books, that's why doodles are in Traffic Secrets, that's why doodles are in my Secrets Masterclass course, my Secret MLM Hacks, right? My Funnels stash.

If I can explain it in a doodle,  then it's simple enough to be re-teachable. I need to be able to reteach it. It needs to be able to be transferable. The purpose is not for me to appear smart, the purpose is for me to be able to teach clearly these concepts to the listener. Does that make sense?

So I draw the major framework right up here. Major, major framework, and that represents everything in the event.

Then I go through, and we figure out, okay within in session one, two, three, four, five, six, or whatever. However many that is, and then we draw macro-level images, draw macro-level doodles across the top that represent a collection of ideas. Then on stage, all we do is brain dump on that one thing specifically for the recording. We are doing it for the camera - because here's what happens:

The recording, all the doodles, all the images, everything, get sent off to a ghostwriter. Now, we do not leave it up to the ghostwriter to do the produced work. We let the ghostwriter take the first pass at it - so that when we see that image, there's all this content going in and driving in all of the points possible for just that one image. Suddenly we have a sweet chapter. Then we have another sweet chapter. Then we go back in, and we rewrite the entire thing personally. That's exactly what I'm doing as well.

However, having somebody else go through, see the images, see the things, listen to the recordings, watch when I drew that, and write out the first initial draft, is the best way to get the brain dump out of the head.

Now a lot of you guys don't know this, but everything that I've been doing in the past eight months in my podcast has been little tiny micro pieces of this.

I've taught a little bit of this in that episode. I taught a little bit of that in this episode. A little bit of that in that episode.  I'm spot checking and trying to see if the content's sexy enough? Does it attract enough? Do you understand it? What content in there was like, "Oh my gosh, that's amazing!" Does that make sense?

So for the last, like, eight months, all the things I've been teaching, and all the things that we've been learning back and forth. It starts to come into this one clear picture - so now I can lace it in order. Bam, bam, bam, bam, bam, bam. Then, teach it for three days in front of all these people, and see how you react to it.


You guys heard Dean Graziosi? I think it's Dean Graziosi, he teaches this cool concept... he's like you know all these cool stage comedians, they get up, and they're like, "Man that guy's hilarious."

The truth is, they started a year ago.

They write 10 jokes, and they go out to a stage, and they say their 10 jokes. Two of them stick, and the other eight suck. So they erase the eight jokes. Then they go to the next stage, the very next night, with the two original jokes and eight new ones. "Oh my gosh, now three of them are amazing."

Then they'll go back, and they'll write another seven jokes, they'll tell the original three plus the new seven. The people are literally voting for them on whether or not the joke was funny. So when they finally get to Conan. That's when they finally get to Jimmy Kimmel. That's why they're hitting it so hard, and all their jokes are awesome.

Fantastic lesson right there. That's the same format we use to write books.

It freaks me out when someone's like, "Well it only took me three days to write my book." I'm like, "Errrm, have you tested any of that content? Have you tested any of those materials?" That's freaky. I would never do that. That scares the crap out of me.

I've had some people reach out to me, they're like, "I'll ghostwrite your thing in three days." I'm like, "I don't want that. That scares the crap out of me." Instead, I've taken eight months to go through and deep dive on little tiny pieces. Bam, bam, bam, bam, bam, bam, bam.

Then I'll make that one an episode.

Then this on principle, that seems a little risky, that's the episode. Then that's the episode, that's the episode.

Now, I have one major framework - (I'm not gonna show you guys), sitting at the top of this thing, and what I have is, down the left side, all the major sessions that I'll be teaching at OfferMind.

Now that all those sessions are in Offer Mind, I can go dive in and draw macro-level things, doodles, that represent complex ideas. If I can teach that, and do this for two hours, and collect all your questions and everything back and forth - that's a huge deal. Now I know my book will be amazing. It's gonna be called Your Core Offer. I'm very very stoked about it.

Your Core Offer material has been tested and tested and tested and tested; I have case studies, testimonials, personal clients, success stories. It's not something that just popped out of my head. It is something that I have been working on slowly, for months. So anyways, that's the whole point of this. Just so you know, here's what goes on.

The framework's at the top, all the major key pieces are right there, macro-level images across the side right there...

Then what I do is I order them, and I draw them into pictures, but then I go over here on the whiteboard and see all of the sections right there? Bam, bam, bam, bam, bam, those are all the sessions, and I write out all of the outputs that someone should be able to get by the time that session is over.

It's not just, "Well, lemme teach you cool crap," I believe in "so whats?" I call them "so what’s?" Okay, I'm doing this sweet thing. "So what? Who cares?" Well here's the "so what?" Everything in blue - those are the "so what's."

You should be able to have outputs in your personal business and results based on everything in that column.

Everything in green, that's a story.

Everything in red, that's a principle.

Everything that's a blue line next to it means that there is a very awesome strong image or doodle that's been created just for that piece.

Now I can go to the next step. This is exactly what I do. This is what Russell does; I'm just telling you guys because I don't think a lot of you know this.

So what I did is I started a contest inside of Freelancer. Huge fan of Freelancer, if you guys want to see my strategy on how I use Freelancer, go to bestmarketingresources.com, and it's all in there for you.

Check this out. So I have a contest that's running, I need to find a good doodler. I know who Russell's doodler is for the books, but this is my own thing. Find your own people. There's funnel hacking; then there's being annoying. I don't pilfer off Russell's team. I go get my own.

So what I need to do now is find somebody who can do all the doodles for me. So check this out. Right here, watch this:

In Freelancer, what I've been doing is running a contest for the last 24 hours, it's very aggressive, I'm awarding $120 to the person who gives back. I just took one image, took a picture of it and said, "Redraw that with these parameters. I need it to look somewhat like this."

I've had 299 submissions. The contest just ended, and so what I'm doing now is I've got 299 submissions.

I'm gonna reload it because it says, "Time to choose the winning entry. Four people are planning to submit... " Well, they lost out. I am ruthless. I am ruthless. I'm just hoping you guys know...

I called it Redraw My Stick Figures Into Vectors - I want it to be a vector, and there's a $120 reward, I have a month to reward the person, but really I need everything back in the next day,

So I took one image, so let me show you guys the actual, so here's the description, so you guys can model if you want to. I said, "I need several images...this is the first attached. Don't worry about the words so much. I just need the image. The end up looking something like this." I took a screenshot from one of Russell's books. "I want it to be very clean." Then I walked through; These are the files that are attached. I give them a whole bunch of stuff and then down here in the actual clarification board... I think I have one there, yeah. I wrote several things in here.

I was like, "Look, I plan on sending 40 images to the winner as soon as the contest is over. We can discuss price when I need it back. Make it look hand drawn. I don't want it to look like clip art." I was ruthless to these people.  I do that every single time. 300 submissions in 24 hours, that's nuts.

I rejected almost everything. Look at that. That person couldn't follow directions. I said only black. No color. That looks like it's clip art. I mean, look at those lines right there. So I get super, super, super detail oriented on this. I get anal about it. I get intense because I'm about to drop 40 images on them, it's gonna be hell for me.

So I come in, and rejected, rejected, rejected, There's only a few images. You get some really weird ones. I'm like, "Did you even read the instructions?"

I have a little system. If it's a four, it means I should look at it again. A five, I absolutely love it, I hardly ever give them a five. I'm usually rejecting and giving them a three. If it's a one or two, I just kill 'em. I just get rid of it. I was like, "There we go." It's starting to look like more hand-drawn things. So there's a whole bunch of submissions that are the same exact thing - because I'm vetting people out.

Now, the next step that I do, that's where I am right now, is I'm gonna go vote on the last few ones, clean up the last few pieces, and I look for the top three people. I look for the top three people, and I go to my number one, and I go to number two and number three, and I give them the same pitch. I liked your thing. It was awesome. How much would it be? How fast can you get it done? Here's all the images. Several times I've had a few freelancers do the exact same project just in case I'm not totally sure yet. That way I have a lot of copies back of the right thing. Anyways, that's my process.

Now I have all the images, and I can go in and put them in slides. And as I'm drawing things up on the whiteboard in front of people in the OfferMind, and they're asking questions and I'm hearing them, that's the important piece, I'm hearing them and making sure that what I'm drawing in front of them represents all the questions that are important to answer. Then I can pop the actual pro-looking image on the screen once I've already drawn it and walked people through it as I'm drawing it. Does that make sense?

Next, that event recording will go back to a ghostwriter, who will go back through, and she will take all the images and what I was saying about that image, and turn it into copy. Then she'll go back and write the thing.  Then I rewrite the entire thing.

That, my friends, is how you do a book.

The recordings of the event will easily be an upsell in the book funnel that sells the book, along with audiobook and all that stuff. That's how this stuff works.

It's not hard to write a book. You can self-publish any freakin' book. Having a book can make you or break you. Just having a book out there is not good enough. Is it a good book? I don't care if it took two weeks to write it, is it good? You know what I mean? So, I want to write a good, good book. An excellent book.

It's freakin' awesome by the way, everything especially in those three columns right there, has never been taught by anyone ever. They're all the little things that I've been using to make my clients successful that no one's talked about. I'm excited about it.

How do you choose a ghostwriter and where do you look for them? Great question, John. Same process. First I'll start with my personal network to see who has good writers that they've liked, and I'll test them. There are two ladies right now that write my blog. There's a third who's gonna go help ghostwrite a second book, the first round of it; then I'll come back through and write the second one.

I'm working on three books right now. There's three of them. Ahh, this is so freakin' awesome...

One of them is about all the lessons I learned while sitting next to Russell.

The second one is about this offer here.
anywayird one is going to be pretty disruptive in MLM space because I do have a backend business there...

I'm psyched about it. It'll be cool.

I start with my personal network and I'll have them write a few blog posts to see if I like their style. I'm not just looking for style, I'm looking to see if they can match my voice. That's what I'm really looking for.  So I'll start with a whole bunch of small projects, and then if it seems like it's a good one, then I'll go more deeply on it.

Anyway, awesome. Super awesome stuff.

Freelancer, yeah, sometimes I'll write 'em on Freelancer. Guys, but it's so much easier if you can, to hire someone from your own audience because they know who you are, they get the culture - they want to do a good job. It's not just about money. They understand there's gonna be probably follow-up stuff - know what I mean? Really helps like crazy.

Anyway, I just wanted to walk you through that process.

Please write books slowly. I'm tired of seeing people write books in three weeks and then be like, "Well, I only had this many purchases", or, "No one's talking about it." Because you probably didn't test any of the content, and you probably didn't teach it in front of a whole crapload of people. You know what I mean? That's how I write and create stuff that's awesome.

The other side reason for my podcast is that I'm testing material on you guys. If I look at my podcast stats, sometimes the thing that I'll do is run in here and look to see, it's logging in real fast, so you guys can see it...

So freakin' nuts guys, we just passed 200,000 downloads a few weeks ago, and we're already at 213,000 for Sales Funnel radio. It's crazy.

So on the right column, these are all the episodes that just launched; Branding Comes Second, Five Phases of a Funnel, My Latest Free Lead Source, these are the stats for after they've been out for like a month or six weeks.  Like wow, 1,400, 1,400; 1,400 - that's awesome - just for that one episode. "Okay, sweet. What was the story I told there? Hmm, I wonder if I should use that over there? Huh, what was this story over here? Which comment back the most?" I'm letting the market vote.

I'm not letting them vote on the core concepts of the book; they wouldn't know know how to vote on that. They don't know what those concepts are, but I am letting them vote on stories. I'm letting them vote on the way I told it, the way I taught it that time. You know what I mean?

There's been several webinars where not many people have shown up that I've been doing JVs for ClickFunnels, and sometimes people will be like, "Well, do you want to cancel it?"  I'm like, "No, man, I want mat time." I want time on the mat. I want to just be doing the thing as often as I can. Does that make sense? The same thing is true with your content and the core concepts.

Your book can make or break you. If the book is the first time that you've ever taught those things, I am scared for you. Books are so permanent. They're so permanent. It's hard to unpublish a book. It's easy to unpublish an episode. It's easy to unpublish a blog. It's easy, right? Those are low-impact places to publish and test your material.

Doing things on a webinar, doing things in front of an audience, those are great low-impact places to do it. But when you write a book, there's a finality to a book for some reason. Those stay on my shelf.

Look, I got that shelf, that shelf, that shelf, stacks of books on the side right there, stacks of books down on the floor. I got books all over the place.  I'm constantly going back through them.

I went through and I started organizing all the books where I learned certain materials, next to all the stuff. Anyway, I'm excited, I'm excited guys, this is really really cool.

The process is a massive brain jog, but you become... it's amazing how many epiphanies you have, just in the middle of organizing the material.

So I'm excited for you guys. How many of you guys out here want to be an author? If you want to be an author, I hope that you choose to be, a lot of credibility comes with it, but man, jumping to a book, in my opinion, a book is something that you earn the right to write.

Something that Russell taught me... if you think about it, you earn the right to write a book. It's a stamp. It's a thing that lives for a long time. So if it's not amazing, if it's not blue ocean, if it's not prolific - that's some scary crap.

If you guys are like, "I'm trying to get my book out," - don't try too fast. I'm actually taking this real slow. Real slow, and on purpose, alright? This has been sitting out on the floor because I'm going back, and I'm reteaching it. I'll reteach Colton. I'll reteach other people: "Does that make sense that time? Does that make sense over here this time? Does that make sense?" I know how it works, but like, can you teach why it works? That's a totally different thing.

So I encourage you to write books slowly.

Half of the reason for Offer Mind is for me to teach you guys how to find your core offer and draft it, and how to go in it and take hold of a brand new market that's never existed before, and the process for doing so. That's not a small task, right? And luckily, I've coached thousands of people on this now, I have logged thousands and thousands and thousands of hours in doing this thing. It's my obsession. It's a Saturday, and it's what I do - it's who I am. It 's my work and my hobby. I love it. I don't think about anything else really. I love this stuff.

But understanding how to do it and knowing how to teach it effectively and simply, completely separate things. And so, this is the process we run through.

If you watch a lot of Russell's stuff, you watch a lot of my stuff, and you watch a lot of Dean Graziosi's stuff... a lot of big people that are out there, they're using their content platform as a way to test material for future big programs. That's exactly what I've been doing, and that's why this is such a huge deal for me to run through. So hopefully that makes sense.

(FB Comment) John Pumphrey, man, that's cool, that you're launching your podcast.

But anyway, that's why this is such a huge deal. If I can effectively test all my material, if I can effectively draw into little doodles, that's hard. Some people are like, "Why do you use doodles?" It's because of what it means. If I can make a doodle out of a complex thing, I have now simplified it enough to reteach it. Because most experts, they're way past the point of fulfillment for the audience that wants to hear it.

Meaning, all you need to do is go right here, and people are gonna be excited. But since you're the expert, and the guru, you deep dive and you go way past the point of fulfillment, and you stress the crap out of your audience. So if you can doodle it, it helps you go backwards so that you can still teach complex stuff, but in a way that's digestible quickly. So they're not having to sit back and be like, "I think I get it." If anyone says that, it's wrong.

If anyone says, "Yeah, that was really good," it was wrong.

If someone's like, "Whoa!"-  that was right. If someone's like, "Oh my gosh that was really cool," - that was right. So that's the process, that's how I'm doing it, and that's why it works.

It's not fast, so it freaks me out whenever I see people saying that.

So, anyway, hopefully, that's exciting to you guys. I am just freakin' psyched for OfferMind by the way., there are a lot of big people coming - I had no idea until we started looking at the list.

If you're brand new, awesome, I'm excited for you as well. I'm excited for you to be there, it's gonna be fantastic. It's how to craft an offer, and how to actually put together something that the market's been asking you for, but still the ability to be prolific at the same time, and which funnel best manifests the offer that you've put together. It's really cool. It's really cool. Stuff that no one's ever taught. I'm really really pumped about it, guys.

This is my move into becoming a category king. That's who I'm trying to become - the Offer Creation Category King.

Alright guys, we'll see you guys later. Hopefully, that was helpful to you, I'm really psyched about it. So the next thing I'm doing right now:

#1: I'm gonna go in and find my doodler, send a whole bunch of images to them.

#2: Figure out my intro and my outro for the actual whole event, and then, ready to rock.

The biggest question I struggled with for years, and easily the biggest question I'm asked, by the thousands of people I've coached in this process is, "Stephen, what should I sell?"

And if you've been listening to my podcast, you'd have probably had that question, right?

After thousands of coaching students and sheer obsession in the game, I started noticing that there was a strong but untaught pattern of how I was selling successfully, and over and over again.

It honestly took me about 17 business tries, or failures honestly, to figure this out - to get one right. Since then, though, they've pretty much all been winners. So what changed?

What changed? I learned the pattern, I learned the framework.

Secretly, for the last nine months, I've been working to document my process and refine it even further, and it's worked, very well.

My book will teach you how to design the core offer of your business, and a winning sales message that sells it.

Did you hear what I just said? That's a huge claim and I totally get it, but this will help you actually figure out what you sell and how to sell it. It's a process I've been using now for about three years for myself and my students.

If you want to learn the framework, this pattern or formula for yourself, go get my book at yourcoreoffer.com. It's free, just cover the shipping, at yourcoreoffer.com.

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