SFR 171: How To Recycle Sales Stories...

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 because of little tiny tips and tricks inside the funnel, then your offer sucks. Right? Your script is terrible. That's just the fact. Take it from a guy who's made a lot of them. Understand what I'm saying here.

 

So what I need you to get, this is a longer episode, but I'm trying to share with you guys how I'm recycling my origin story in different products, and how that's totally okay to do.

 

Scriptwriting, that's really where the rubber meets the road. Before Clickfunnels existed, that was the always the most expensive part of building a funnel with a traditional team - because copy is what does the selling.

 

I can feel my stache starting to fall over here. I'm getting animated, it's like sweating. Anyway, so guys this a little bit of a longer episode, but we're gonna cut over to a segment that I've chopped out where you're gonna see me recycle the same story for different things, and that's totally fine.

 

My origin story is still my origin story. So if I'm gonna go sell a product over here, or sell product over there, or sell product over there - those are different products, but I still have the same origin story. I can't change my background.

 

So how do I recycle my story in a way that fits the other things that I'm selling without making it obvious? And so that's what I'm doing. I'm actually script building. I'm live script building, and I'm taking from a lot of other webinars that I've built to go in and rip out different things and elements to fill out the requirements to make a good origin story.

 

So again, what is that?

 

Let's wait again, one more moment. (Stephen goes to grab something)

 

Okay, a lot of chopping in this one. Sorry. I went and grabbed my copy of Expert Secrets. Anyway this one script inside of your origin story is incredibly powerful. And I know this is gonna be a long episode, but just bear with me.

 

If you guys a listening on iTunes, if you're listening on the podcast, that's awesome, just know that I'm gonna cut over, and you can still listen, but I'm gonna cut over and literally share my screen as I build out the intro section to my webinar script.

 

This script did 30 grand in the first week with no ads spend and just a few mentions. Isn't that awesome? That's crazy cool. How did I do that? A lot of it has to do with the script. A lot of it has to do with the way that I pre-framed it and how I built the pressure ahead of time.

 

You guys are like, "Stephen I can't you serious with this thing on." And honestly, I can't either! I'm trying not to look at the screen over here because I look like a freakin' goofball.

 

Anyway, check this out. Check this out.

 

The epiphany bridge script, you guys are gonna watch me us the epiphany bridge script in the wall I tell my origin story.

 

This is what sets the pace, this is what sets the foundation in the buyers minds so that when you tell the three stories, of secret one, two, three, they're actually in a state to receive them. And this is why it's so important, so powerful. Don't jack up your origin story.

 

So what I thought, how cool would it be if I rip out and just share with you guys. So it's gonna be like 20, it's like 30 minutes, okay? It's like 30 minutes, but you're gonna hear me explain each slide.

 

You're gonna watch me explain each one of the steps going through the actual epiphany bridge.

 

(Steve points to his fake "stache") This thing is actually falling off, but I want you to see how important this is. This is funnel building. The other stuff, I'm not saying...

 

I'm a funnel builder, I build funnels like crazy. I built two more of them yesterday - which is awesome. They're single page ones, but they're really intense, oh my gosh, they were hard.

 

But anyway I want you to know at the core of it, if you can't do the thing I'm about to share with you guys, man, choose a funnel style that requires very little copy and/or just learn how to do this.

 

I didn't know how to do this. I got like straight D's in English. Seriously in pretty much all of high school and a lot of college. I'm not an amazing writer. I'm not. I don't know amazing punctuation. I'm not good at that crap, okay? But I wanna teach you marketing writing. I wanna teach you marketing English, or whatever nationality you're from. There's marketing language.

 

I'm gonna teach you the language of marketing. It's its own language. It's its own vernacular. It's its own way to present. It's its own way to come across and actually give your people what they should hear in order to cause a buying decision to happen. That's the core.

 

That is why I can leave an amazing job at ClickFunnels (which did cut me to the soul.It cut me right down to the very core to do that), but it's the reason why three days after I left I had a converting funnel up which made 36 grand without any ads spent. It's because of what I'm gonna share with you in this clip.

 

So I know this is gonna be a long episode, just get over it. Get a piece of paper and see what I'm doing here.

 

For those of you guys who are on iTunes, I never normally ask you to do this but come over to the YouTube channel and watch me as I literally record my screen in front of a live audience, fielding their question. Watch me go in and actually build out the introduction section of my webinar   it's what I use no matter what product I am selling. Yes, even for a book.

 

One of my best funnels right now is this amazing high ticket funnel. Guess what script I freaking used to sell the high ticket thing? The webinar script, guys. I use it everywhere. It's not just for freaking webinars. It's not for something that's only a thousand dollars. I use it for everything.

 

So please understand that's where my passion comes from. When people read this a lot of times, they're like, "Oh this is about a webinar script" No, no no no! This is the most powerful sales script you've ever seen in your entire life.

 

I did two summers door-to-door sales, I was a telemarketer, I was good at both of them. This is the most powerful script I've ever seen in my entire life and I don't want you to jack up the intro of it. So again we're gonna cut over here - watch my screen as I do this, bear with me, I know it's a little long. It's not normally this long for these kinds of episodes, but I think you're really getting a lot of value from this, and if you do, please, please, I am begging you, share this.

 

I'm sick and tired of so much garbage information out there that misleads people. "Oh you're not converting because you don't have the right slogan, the right mission statement," that's bull crap, okay?

 

You don't know how to sell. That's the issue. And I wanna teach you how to sell. And you're gonna see how I do it inside this episode.

 

Guys, thanks so much. I know I'm fiery, but this is how I feel about it. This literally saved my family financially to learn how to do this.

 

And if you wanna do the same, if you're in that same kind of spot...

 

My stache is falling off.

 

Learn how to do what I'm gonna share with you. And if you like it, turn around, please share with other people and spread this around. I'd really appreciate that. It convinces iTunes that I'm actually worth my salt. It convinces iTunes that, "Hey, we should actually rank and push up even more." I appreciate you guys.

 

This is like a thousand downloads an episode now, and I really appreciate you guys checking this out. It really means the world to me to be honest. But man, we're just starting, okay?

 

And I'm so sick of how much noise is out there, and "little motivated papa Larsen's" coming out right now. Just know that.

 

But anyways, let's cut on over, you guys watch me actually go and record my screen and share with you guys how I do this. I care about you guys too much to not share this and get a little passionate over it.

 

Go over, grab a piece of paper, press pause for a sec if you need to. Please share this if you guys enjoy this. I've never shared this part before, and I've never live built what you're about to see in front of an audience ever. I always do it on my own.

 

Thanks so much and let's cut over now, bye.

 

I wanna answer the question. Now we dove into pretty deep in the last time I went through and I built this stuff.

 

I know some of you guys, this is the first time you've been in here, but some of the stuff I'm talking about I've already gone through, so I'm gonna move on....

 

There's two introductions. I have effectively introduced the webinar. There's two introductions in the introduction section. There's two sections of it, okay?

 

Section one is: "What is this webinar?" If I don't answer that question, that's a bad question to leave on a open loop. So some questions you can leave on an open loop. That's a bad one. That will cause confusion. Confusion is a no and they run away.

 

So I have to be able to introduce the webinar and then I've gotta introduce "Who the heck is talking to me and why does he have freaking stache on?"

 

So there's two sections in the intros.

 

Section one, intro the webinar.

 

Section two, intro the speaker.

 

Now for those of you guys who are pitching other people's products, that is where the issues kinda comes in a little bit. Not an issue, but that's where it gets challenging 'cause you're like do I introduce, for my case funnel building secrets, do I need to spend time introducing Russell, they still gotta know who he is or they're not gonna care what I did. What I used to do. And then I gotta introduce ClickFunnels, and the positioning gets a little bit weird.

 

That's why I always encourage you guys to do webinars for your own stuff, not that you have to do it but at first it's an easier pitch to go for.

 

So I like using this slide a lot. I use this slide multiple times." Yeah. Mr. Steve huge eyeball's Larsen, who are ya?" Why am I doing that? It's because I want them to feel like "oh, this guy's just kind of a fun guy." You know like moss. That's pretty funny. This is where you brag about yourself and if you're nervous to do that you kinda have to get over that.

 

So I say things like I say things like, "Hey what's up, my name's Steve Larsen, I was the lead funnel builder at ClickFunnels for two years, I built almost 500 funnels while I was there. I was Russell's right-hand guy. I helped create the original Two Comma Club Coaching Program which helped a lot of people get a million bucks and a lot of others also make six-figures which is also awesome, right? Anyway, I'm a Two Comma Club coach now and I've left that though to go and make my own Two Comma Club funnels."

 

And this is where I start, you gotta show off a little bit. I like to go in, now this is where that transition, I use the intro to me, they wanna know the credentials, what's the fast punch, here's the credentials, here's why you are awesome.

 

But the next thing though, this is why this guy's able to come speak about this stuff. Now the next thing I do though is I use this as an advantage to catapult me into the beginning of my origin story.

 

So the origin story here: For me, I'm gonna tell the story. Now let's go back, let's consult this real quick. Let's consult, bam. Now here's the origin story for me this is the story:

 

"Funnels saved my family financially after 17 business tries." This is true story, right? And I'm gonna go in and tell the story. Now I restructured just a few of the other stories in the layout, but I'm gonna use the second slide as far as who are ya as an intro to me. And I found that transition works quite well every time I do that. So this is the outline of it:

 

"Look, we had no money. Asked dad for money, said no, figure out how to use the resources that you have. It was out of love, he wasn't like no are you kidding, he's a rock star. And I was like crap, so I started studying different asset types and I ran into Rich Dad Poor Dad and he said there's three different asset types. I was like what if I try all of them. I chose business last." This is a true story.

 

"I chose business last because I thought it meant that I was greedy if I was gonna go do it. That's a real false belief I had. So I did paper assets first. That's one of the three asset types from Rich Dad Poor Dad. That's like the gateway drug for most entrepreneurs. Then next I went into real estate. I did a lot of real estate stuff. And it's not that I didn't have a little success with each one of those things but there were some things that made it challenging like in real estate, like truly, if you're gonna kill it it's best to have some money down.

 

Same with like paper assets, stocks and options in trading and I borrowed 15 grand. I borrowed 15 thousand dollars to go to some stock classes. I was freaking hustling.

 

17 tries later I ran into Russell Brunson. And I was like this guy looks like he's 13, I don't know if I'm even gonna trust him." Some of my initial reactions, kay? Just same thing as everyone else says and I was like, "Hey check it out, if you say these funnel things work let me try it. And so I did and started taking on clients and started bootstrapping my way to different things and that's how I bootstrapped my way to the event and became such a fanatic.

 

"Before I met Russell that they knew who I was when I got there because I was the guy always writing into support, pushing the bounds of their software. Literally their coders would go and try to keep up with some of the things I was begging for them to get done. And so when I got there I got five job offers." So I'm gonna tell that story quickly. And that's the origin story.

 

But I'm also gonna in and I'm gonna talk about one of the first funnels I built that was actually a good success. So that they see, right, it's a origin story.

 

The origin story is the backstory of why you are in the thing you are in. I'm talking about funnels so I gotta answer the question: "Why did you choose funnels?" And I gotta answer that question in a way that's slightly emotional - in a way where they can logically, although it's emotional, see how and justify: "oh it's reasonable, I see why he's doing what he's doing. That makes sense."

 

And when I do that, man the next three stories are really really easy to get good reactions from.

 

So the first thing I'm gonna do here is I'm going to introduce myself. Right? And I'm gonna talk about how I got a radio show, actually got on the radio, two times in the last few weeks. It was really fun. Oops.

 

There's the family and I'm like "Oh look, isn't that funny, I love that picture of my little girl putting her finger in her nose. She was supposed to be a flower girl and was walking down the aisle as a flower girl totally picking her nose." Funny picture. So I put that in there. I put that in, I'm trying to be raw. Guys, trying to be real. Why else would I wear a freaking stache right now?

 

Right, I'm trying to be very open like: "oh man, this dude is real." And I'm trying to help them see that. Bring your walls down, bring em down, bring em' down. That's really what I'm trying to do here. I'm gonna put the other radio show in too. 'Cause it fits the fits the audience here. Let's see. There we go. Bloop. Crazy how many downloads there are on both these now. So I'd probably put some animation in. Here I got a radio show. Gets over a thousand downloads an episode now. How cool is that? Thousand downloads an episode now.

 

I also have another show. It's not as old but it's already doing about 400 downloads an episode and I am obsessed.

 

What I want you to know is guys, I'm obsessed. I am obsessed with this game. I eat, drink, and sleep this stuff. My family's been there. They are my biggest support team ever. The whole thing starts with the family. Bam. And that's my intro into how I begin my origin story.

 

Cool, so it'll be like a little animation. First that one then I'll animate in the others.

 

Then this is where I'm gonna talk about origin story internal and external desires.

 

I need to go in and I need to paint a picture over my desires, right? And some conflict, the backstory. So the backstory for us and I like to use this one a lot, guys you might be noticing like, "Stephen you're using the same stuff from other webinars?" Yeah, okay? Your story can be repurposed into other things.

 

It doesn't need to be this brand new thing every single time.

 

It's still my origin story. It's not like it changed. All right? So I'm still gonna use it.

 

Look at that hottie (Stephen looks at a picture of his wife on their wedding day).

 

I can use the exact same stories. It doesn't need to be, right, and I can sell different products with it 'cause it's still the way I got into stuff. So I go in and, I tell the story:

 

"We got married, this is how small our apartment was."

 

So I'm gonna hit a wall here. I'm gonna hit a wall and this is the wall. I need to hit a wall and the wall is we got nothing. In fact look right here at this picture. You guys see this is literally a picture of our apartment. I didn't try to take it blurry on purpose, it just is blurry.

 

You know those lose weight commercials? Like the before pictures always like black and white suddenly no one can find a color camera anymore and they're like looking all weird at the camera. You know? And after pictures they're like shredded, suddenly the picture's in color. This looks like I tried to set it up. It's how it actually was. Any way. I was like: "Check it out, I actually drew a fireplace on the wall with a crayon. We had no money. We got married weeks before Christmas."

 

Suddenly it's like oh crap, it's hitting the fan, and it hit the fan. "We had no cash. I asked my dad for money I was like what if I go asked him for money." I have an epiphany. And so I like to use... So I went an I started asking, I was like "Man student loans are on the way."  

 

We use pictures to depict different aspects of the story, okay? The pictures are just guiding the major elements in the story. You know what I mean? Let me save this quick. The pictures are guiding the elements in the story, that's all.

 

"So I asked for money and that's the very room, that is the building where I asked my dad for money, and he said "no, can't do it." And I was like "Crap, all right, what's my plan?" So that's the next part.

 

Remember guys I'm just following this thing. We're right here. We're almost done with the intro, kay? Is this making sense? You guys with me? You guys seeing how this could apply in your business? Just keep going. A bunch of trial closes all at once.

 

We've got 74 of us on now, this is awesome guys. Appreciate you guys being on here. Hope you guys are liking the stache. Can't wait for you guys to get yours.

 

So right now I gotta go plan. Here's the plan. The plan is, this thing is like falling apart. "The plan is I gotta start studying how on Earth am I supposed to make money? I don't know how to make money? I've been studying business in school, but they're not actually teaching me how to make money. So I started studying. I started studying and started learning.

 

One of the guys I started studying was a guy named Robert Kiyosaki. And he told me about the three different asset types, and I still got his voice in my head: "Well, the first thing you gotta do is the three different asset types."

 

I don't know if you guys ever listened to him but his voice kinda sounds like that.

 

"The three different asset types and if you're wise you're gonna go and you're gonna get one of these kinds of assets and just stick with it." And he sounds like that. And I was like, "Well, I don't know what to do. What if I try all of them? But I don't wanna try business, that sounds way too hard, I'm not gonna do that." So I was like "Ah, so I started running, running, running, and I started acting." - meaning I started, I should clarify that 'cause in one of these I say I started acting, but that sounds like I actually was an actor.

 

I'm gonna hit some conflict here. Now you see I'm just following it. I just make a slide per epiphany bridge script. Or epiphany bridge step here.

 

Boom, first thing I did is I started taking action. I should change it to that. Started taking action. Whoops. Action. Started taking action. And I went through, and I borrowed 15 grand and went and started doing this and anyway...

 

I know all you guys are very focused entrepreneurs here, but none of you guys have ever had shiny object syndrome? Well yeah me either, so I went ahead, and after a while, I was like "This is hard!" I was whiny.

 

I was whiny and I went and I checked out real estate. And I got 300 phone calls in one month. I was putting those little paper signs up all over the place. Again this is all true, I'm not making any of this up. I put those paper signs up all over the place. Looking for buyers, looking for sellers.

 

I got 300 phone calls and started matching buyers with sellers and doing a double escrow. I'd up the price a little bit during close and take my money, anyway. And that's what I was doing. Until I realized there really are limited options when you really still are completely broke. Flipping in that way, it's not that you can't make cash... Anyway, right?

 

And I need one more conflict slide here. I'm almost done with the intro, and then I'll come over here to your guy's comments and your chat, okay? If you guys got anything come let me know.

 

And so you see how I came up with a plan, and I walked myself going through the plan, but there's an issue with the plan. The plan was to try these three asset types, and the reason why I'm doing that is because they can logically see how that is a logical thing to do. "Yeah, why wouldn't you try that?" It's because I'm trying to them as the protagonist in my story.

 

They're not even gonna experience the same things that I did, but the power of story is this:

 

"Right now I'm sitting in my office, downstairs my little girls are playing. I can hear them right now. I can actually smell the aroma of some good food. I think my wife is making some food and if I were to walk downstairs right now we'd have our kitchen table there, and the countertop and she usually likes to put food right on the countertop, and we go serve up and then go sit at the table together." Okay, stop! How many of you guys just imagined your own office? Wait a second, and you imagined your own house? Oh, baby! Wait a second, but I'm describing MY house. But you thought about your house? Did you think about your own kitchen? I was talking about my kitchen. My kitchen table is completely perfect square, and it's brown, it's made of wood, it's beautiful. I was talking about my kitchen though. But wait you thought about your kitchen? Huh. And the countertop, did you think about the aroma of food? Did I even describe what food it was? No, but you thought about food. And you thought about good food. You thought about little kids playing and hearing them squeal around and stuff. Right. Wait a second, but I'm talking about MY story! Isn't this fascinating?

 

This is the power of stories. The reason stories are so powerful. If I can logically, inside the epiphany bridge script, get them to get inside my story, they will effectively have experienced, on an emotional level, the very same story that I experienced.

 

Even though MY kitchen's different than their kitchen. Even though MY dad told me different things than your dad might of, or regardless. Does that make sense? The power of story is that it takes the backgrounds and the experiences of each listener and it combines them emotionally even though the scenes are different - the facts are the same. The emotions can be the same. That's the key, and that's why stories are so powerful.

 

So what's my plan? "Oh I'm gonna, I don't know, I gotta make money," and I guarantee everyone's thought that who's been on the webinar, right? "Oh man, I gotta make money too somehow." So I gotta come up with some kind of plan, so I'm gonna do what he said, "Business assets, real estate, paper assets." So I just started doing it, and I didn't wanna seem greedy so I actually purposely didn't go for business first. Guys, that was a really stupid thing that I did, but anyway. I went straight to paper assets, and I borrowed cash.

 

How many of you guys have borrowed cash to go to some person's course before? Right, I know, me too. That's crazy I found out that he's actually teaching stuff he knew was outdated. Now I call that dishonest. Right? They're walking through with me: I guarantee I'm not the first person they've spent money on and not been successful with.

 

So then I went off on my own I just started doing more real estate stuff. I finally turned to business. I went 17 tries over the next three or four years going for these different kinds of business. How many tries have you guys gone through? Right? Have you counted them? Anyways 17 tries later I was doing two summers door-to-door sales, telemarketing, ebooks, diamonds, that was an interesting one, websites, traffic driver for Paul Mitchell, right? Anyway, and I thought the issue has gotta be me.

 

And I want them to say that about themselves. That's why I bring this up. You guys liking this? I was the issue. So I'm gonna use some of these same slides from a few other webinars because they work and the origin stories, it doesn't matter.

 

I'm still gonna change some things in the notes here and customize it based on the audience that's listening. But I can lead them down the psychology and why things are the way they are there. Kay?

 

"The issue must be me. 17 tries later, still not enough money to actually support us, it's gotta be me. There's no other reason. I can't even think of another reason why I haven't been successful at this game yet." Why am I saying that? How many of you guys right now there's 75 of us on right now. How many of you guys right now have asked yourself that question? Kay?

 

This is me doing this old story, if I know what your false beliefs are when you see this new opportunity, I use what you're saying to yourself inside of the new story. Inside of the new story. That is what combines, that is the bridge when you join in the conversation inside the customers head that's what that means.

 

That's why if you don't know who your customer is it's really hard to know what stories they're telling themselves and it's really hard to tell effective new stories. Very challenging.

 

All of this game starts with the who. Who, who, who, who, who, kay?

 

Anyway, I'm sure, I know, I'm positive, 99% of people have asked that question. Anyone who's successful has asked themselves that question. How come this isn't working? And they start doing this self-defeating thing, and that's fine - it's a natural thing. Every one of us has done it. But when I say I've also been through it oxytocin hit. It's the chemical of connection. It's the hardest one to get. "Man, this guy gets me."

 

Man we're going freaking deep. Deep! So I think through, and one of the things I wanna ask myself is what are these top entrepreneurs right, so I'm gonna pose a question here and at this point emotionally I've got them in this place where they're very open to me. They're very open to me. They've come through very similar to what  I've gone through.

 

I've answered questions about who this is? I've stepped to the side with them. Side by side. The positioning I'm taking:

 

Look little testimonial of people who've actually done what I'm talking about here so you know I'm not crazy. "Now who am I" Cool, here I am. There's some credentials now, it's actually going to the origin story itself. "Oh man, this guys actually all right. I connect with this guy. I've had the same questions in my life." Yeah, that's why I freaking talk about the stuff I do. That I came up with a plan. Have you ever done any one of these things ever? I guarantee it, right? So I have them in a point right now when I ask a question, this is very key, very key moment inside of the origin story. Where I ask the next question, and the question that I ask myself is "So is there a new way?" New way. Now I haven't brought in much of the new way yet.

 

. Anyway, we're almost done with the origin story here. Section one here. I haven't brought in too much new way yet. Still kinda focused on the old way but I'm gonna describe the old way through another mini story:

 

"So I started asking myself, what are the top entrepreneurs actually doing to make cash? Are they doing the real estate thing? I know some of them are. They're doing paper trading, paper assets, I know they are. Right?" And so I ask this question because it means they are gonna ask the question to themselves. If I pose a question, that's like cool mind control. If I said," I wonder what's in this orange bottle?" You just asked the same question, kay? I just literally entered your head - 'cause the human brain can't stand open loops. We gotta close the loop. "Wow, what is inside of this?" Right?

 

"How does Stephen have so much energy?" It's me entering your brain. Oh yeah. All right. "What are the top entrepreneurs actually doing to make cash?" And I wanna guide them through the section called old way. If you don't know what I'm talking about, page 114 in Expert Secrets talks about this.

 

Long journey. I'm sorry, this is part of plan. Right there. It's part of the new plan. And especially in a webinars this is very key. When we compare: "Look how crazy it was compared to what's happened now. Do you wanna know how?" Awesome, the rest of the presentation's about that. Does that make sense?

 

This is one of the ways you hook them to the end. Right here:

 

"So I said, man, what they weren't doing as I started looking around what I started noticing is that every one of these guys, none of them, none of them had websites. None of them did. Right? Not ones that are cash flowing 'cause no one could get them to cash flow. They were doing VC funding. They didn't have business plans and this went against everything I had been studying and learning, went against all my marketing degree. Everything that I had been doing up until that point."

 

Now let's see where we are right now. Conflict, right? So for me, I'm trying to help them see logically where I'm coming up from. And "I started studying I realized what they did have was this thing called a sales funnel." Kay?

 

And we're not on new way yet I'm just duplicating the slides here and honestly by the time I get through origin story on a webinar I'm typically around like 30 minutes. "Guess what they did have? Sales funnel."

 

All right I'm leading them through this epiphany as I go through it, kay? I was like "What's a freaking sales funnel? What's a sales funnel? That looks like a website. I don't know, I got a website, I know what to do. But I started studying all these different guys, and I ran into this guy..."

 

Okay, and this is where we start getting into again plan. New plan again: "I ran into this guy that looked like he was 13 years old. Is he even old enough to shave? I don't know. Should I even trust what he's saying? And I started studying his stuff, and I became a fanatic."

 

I like to have these things pop out as I talk about it.

 

So I'm like, "I ran into this guy named Russell Brunson I didn't know who he was. Is this dude even? I wonder if he's legit? Does he shave?" You know what I mean? And again I'm entering the objection that's inside their head. Right? They might be like, "He looks really young..." so I'm gonna say that "He looks really young."

 

It's interesting how much you can control this stuff. I'm gonna ruin you guys, I'm gonna ruin you guys.

 

Last night my wife and I were talking late, we were just chatting, and she's been asking a lot about sales psychology stuff and it's been kinda fun and she's getting into a lot of real estate stuff. I actually truly love real estate still. It's something you use a lot of, anyway.

 

Funnels are a great way to get a ton of cash real quick. What do you do with it once you got it? So real estate is the way we're moving. So she's diving into real estate guru-ism, and I'm being the funnel guy. Dance like a monkey in front of the camera guy.

 

So anyway, and I make these each pop up. And I was like: "Man, let me show you, so you guys know what I'm talking about. I saw this guy and his name was Russell Brunson and I was looking at him and I was like there's no way this guy knows what he's talking about. So let me... Let's see if it works? Like, check this guy out. I saw this course he had called DotCom Secrets, and I got it. Remember I've gone through 17 tries here. Suddenly things started working. I was like what the heck and I became kind of a Russell fanatic. I got his book DotCom Secrets then I went through Dot Com Secrets Ignite. Then I actually went through 108 Split Tests. I carried it in my backpack for months. Then I got the Perfect Webinar, this guy's crazy. I'm actually making cash from this. And again I was keeping it small 'cause I kept testing with all these little clients I was getting, but lo and behold stuff started working."

 

Anyways, so that's kinda how I roll it out like that as I'm saying it.

 

"And the biggest thing I learned from him was exactly what he was talking about which is this..." And this is where I really dive into new way/case study.

 

Now in this scenario I've actually done new way and case study, I'm doing both. So for the first one here I'm actually gonna do here's the new way, then I'm gonna walk through a case study just to destroy any additional false beliefs that people might have, kay?

 

This mustache is starting to get a little itchy.

 

The biggest thing I realized is that, all right, you guys I'm gonna start right there, again I'm using things from other things I've already created before.

 

A lot of things, if you've already made something like it's an asset forever, not just for just that business you're selling or whatever: "The biggest thing I realized is that funnels make me money and websites make me broke" Later on, I talk about a website, one of my very first websites and I show it to you. It's very funny. Anyways that's coming up in the plans. It's terrible. It was completely awful. It was for an artist. And so what I'm gonna talk about in this next little bit here is I'm actually gonna walk them through a crappy funnel that I had at the very very beginning.

 

We are now in case study. We've just gone through new way so now we're gonna dive through case study. Let me just clone this a couple times here. And I'm the case study, that's fine. Again if you don't have a bunch of testimonials, it's okay to be the case study on your own. So I'm the case study in this case. Which I have been. And I'm walking them through my origin story. They're still logically following me:

 

"This is one of the first funnels I built that was actually quite profitable. This is my crappy CD funnel. And I went through and I actually creating these different funnels and literally funnel hacking Russell. This is, I made this, I don't know, I got a ClickFunnels account very shortly after ClickFunnels left beta like a month or two afterwards. And that's one of the first ones I built. So this is like three and a half years old. But this is what I did. I literally modeled what he did. And so I went through and I just modeling exactly what he did and I went in and I bought everything in his funnel. Everything. All right so you guys can see this. I bought everything in his funnel. Every little piece in there."

 

And remember what I'm going through right here is I'm going through origin story to break that down a little bit more:

 

"I had no money so then I starting studying assets then I started building funnels."

 

I'm gonna compare a then versus now and that's what's coming up. That's why I'm doing this. A then versus now which is very powerful:

 

"I bought everything inside of his funnel, and I saw exactly everything that was in there I was like 'crap,' this might as well be my business model, why would I do anything different?"

 

"This is the beginnings of one of my very first funnels ever, and next thing I did is I sketched out the funnel itself. I don't like the little, I like centering it. I sketched out the funnel itself. Sweet I did the 7.95 thing, a 97 dollar thing, a 297 thing, and that was it. I was like sweet. I did the exact same thing literally. So my funnel after I went and did it looked exactly like this. This was it. Looked exactly like this. Then I built the entire funnel. And that was it, that was the funnel."

 

And so remember this is a case study so now the results need to come on in. So let's talk about the results:

 

"And the results are in. I was like what the heck. I made 18 thousand dollars in student loans my first year of marriage. And this funnel in a year did 60 grand with no ads spend. What! Completely changed our life. Totally changed our life you guys. 100%. This completely changed our life. That make sense?"

 

Kay, now I got them in this really interesting spot, and I'm like what if... Let's go back here to our assets. Conflict:

 

My funnel sucked, and I'm gonna talk about that:

 

"Guys, it did not do that at first. It was terrible. It was only after I modeled what I saw that Russell guy doing."

 

So the old way, right, the old way I don't build the funnel first. So that's one thing I didn't talk about up here is I went:

 

"he first time I went, and I built this thing sucked! Sucked! Everyone say sucked! It was terrible. I lost so much money.  It was crazy kinds of money. Time, I lost a lot of time. I didn't know what I was doing and this did not sell well at all. And I'm like well I might as well go in and free plus shipping funnel, right? The results are in, and we made 60 grand from that but how cool is that?"

 

Now I'm gonna do a then versus now. That's what this is called in script building. I'm gonna do a then versus now. Let's go back over here. New way/case study. Then versus now, right here. I'm talking about results so we're right here so then versus now so I'm gonna go in and I'm gonna grab the results from and those are pretty good. Not bad, not bad. That was okay:

 

"But you've gotta understand I did way better  - in a years time I was doing about four grand a month:

 

"The funnel's success had everything to do with the way I built funnels after this."

 

Had nothing to do, meaning literally the order of the way I built things in and what I wanna go through for the remainder of this is to show you this, check this out:

 

"The first time I went, and I launched it we did 60 grand, not bad. I know you guys are like "oh" but check this out: "This is the first month of the new way launching the exact same product. Look at that. Almost exactly the same amount of money in one month with no ad spend. That was in one month. So you guys, isn't that interesting? So I wanna share with you guys, alright so here's old way..."

 

Again we're pulling old way verse new way. So let's grab a text box. This making sense? It's making dollars. Alright, this is the old way. What! Let's make that text white, we'll make shape fill that red. Bam old way. Here. And that's pretty good, awesome. What! I wanna talk about the new way, though. And I'm gonna have this automate in at the exact same time. (Stephen finishes working on the intro to the script.)

 

Oh yeah!

 

Hey, obviously a funnel's already dead if you can't even get anyone to opt in, right? So I spent four hours teaching an audience how to get high opt-ins. When they work, and when they don't.

 

If you want access to that member's area where you can watch those replays, just go to freeoptincourse.com to create your free members account now.

 

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