SFR 94: The "Biggest Pile of Cash" Rule...

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What's going on, everyone? This is Steve Larsen, and you're listening to 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. And now, here's your host, Steve Larsen.

How are you guys doing? Hope everyone's doing great. It is barely 5:00 AM here. I set the alarm for 4:00 AM, but I slept in a little bit. Anyway, it's a Saturday, though, and a lot of you guys will be like, "What the heck are you doing up so early, Steven?" Well, number one, my brain works too fast. Sometimes I can't sleep, so I just get up. Number two, the real reason is because today, I'm not sure totally if I'm supposed to talk about this, but I'm actually really, really excited. Today, what's going to happen is one of my buddies ... You guys all know him.

I actually interviewed him probably several dozen episodes ago. His name's James Smiley. He's the man.

James Smiley was kind enough to send his own videographer, who's totally awesome, up to Boise, and today, Saturday, we are spending the entire day filming Gary V. styled videos, which is kind of cool. I'm getting up early so I can lift, honestly, and so that I can start prepping the different storylines.

They want to film at least 12 different storylines, 12 different videos, that they can turn into those fast-paced, cool, Gary V. styled little snippets, those little vignettes that he puts out all the time on Instagram.

Quite honestly, I don't really get on Instagram too much, but I am excited to get my own series of videos filmed like that. It's kind of cool. It's very exciting. I'm going through my podcast, and guess what I'm doing? I'm hacking my own self. Which means I'm going through my podcast, looking at all the stats, seeing which ones resonated with people the most. Those are the ones that will be turned into awesome videos. Just so you know, that's the process. They're like, "What's 12 cool things you could talk about?" I think everything that I put out is cool, and that's why I talked about it, but what did everyone else think was cool?

So let's go look at the stats. Let's look at what people liked and shared and things like that.

So I'm going through my show. I use a software called Libsyn, which I talked about in episode 1661, if you want to learn more about how I podcast. I'm going through all the stats, and I'm looking at basically seeing which 12 are the coolest ones. Then, I've got a whole bunch of thoughts on my own that I'll have to go add, as well. I'm excited, though.

I'm supposed to bring a whole bunch of different changes of clothes as we continue to move around Boise to different locations that are undisclosed. I have no idea where we're going today. I have no idea, really, what we're doing. I'm just pumped. I'm excited about it. I'm extremely honored to be able to do it. It's going to be fun. It'll be cool. I'm just kind of swinging with it, honestly. To have 12 different videos and stuff like that ... The thing that I have a hard time with is I am so anti ... Not professionalism.

There's certainly an awesome thing that comes with trying to be professional. It's when it makes you put so much starch in your shirt that you can't be your own personality. You know what I mean? Like I'm trying to wake up right now. I'm not going to lie. I probably should not have started podcasting. I don't want to come across in these videos in a way that it's like, "Hey, Steven is getting pre-framed and pitched and framed as if he's this pro guy." I don't look at myself like that. I don't look at myself like that. I don't look at myself as this ... I don't know. It's weird.

I feel like drinking your own Kool-Aid can really kill you. You know what I mean? It's something that I've seen many times, especially with where my job has been over the last two years, sitting next to Russell Brunson. It's something that we'll see, not from him, ever, but we'll see other people in different communities and things like that start to drink their own Kool-Aid. The moment you start doing that, you start to try to distance yourself from your own audience. When you start to distance yourself from your own audience, guess what happens?

They leave you. Why would I try and act like I'm someone I'm not? Anyway, that's actually my biggest fear with this. I'm excited. It'll be awesome.

Hey, the whole purpose of this podcast today, though, is something interesting that was brought up. I was at ClickFunnels' HQ. I don't think anyone really touches the ground there. Everyone just kind of floats and glides around. I can't remember what I was doing. I think I was grabbing a drink from the conference room or something like that or the event room. I was walking back in, and Russell was talking to someone else, too, and he and I ended up walking at the same time back to his office.

He goes, "Everyone needs to be more like Steven." I was like, "What are you talking about?" He goes, "You follow ... " What did he say? You follow the biggest pile of cash rule, biggest pile of gold rule. I was like, "What's that, man?" He goes, "It's the biggest pile of gold rule. Whoever has the biggest pile of cash, that's the person you go and follow." I was like, "That's kind of interesting." He was like, "Everyone should be more like that." He's like, "That's super cool that you're ... " He's like, "You're naturally like that, man."

It felt a little bit from left field, the comment did, but he must have been talking about it from somebody else. What I did is I went online and ... You guys got to understand that when I met my wife, i was 6% body fat. I was working out at least once a day, a lot of times twice a did. I did a couple three days. It was all self-driven. I really like it. I'm very aggressive as an individual physically. I like to push my body. As I have been married and in school and college and the pressures of everything, I'm not going to lie, I gained a little weight.

I want to change that. About six weeks ago, I got on YouTube with the intent of finding a buff dude that I could hire. What I did is I went on YouTube and literally found the most shredded guy I could, the guy who has to walk sideways through doors. You know what I mean? I wanted to find the guy that could kill me in a single flex. Not punch, flex. So I went and I found this guy. He's massive. He won all these fitness competitions.

I just messaged him totally out of the blue. I didn't know if he did any coaching at all. I was like, "Hey, man, I really want to get ripped. How can I hire you?" I was like, "I've been disciplined to do it before on my own. I want help with the meal plan. I'd like help with the X, Y, and Z. The lifting part is easy. I want help with the meal plan. Please help me with that." He was like, "Sure, man, sounds good." He's been working with me for the last six weeks. I have no idea where he lives. It's all been remote. I am not, by any means, shredded yet, but my whole goal is to be more buff looking than Russell is by Funnel Hacking Live.

So a lot of the office right now is in this competition, trying to get swol. Swol patrol, baby, woo! Anyway, Russell, he was laughing. He was like, "You follow the biggest cash rule. This dude's ripped, so that's why you hired him. You came here, you learned marketing. Biggest pile of cash rule. You follow that all the time. I wish that more people learned that."

I was like, that's interesting. I was thinking through just my life. Kind of subconsciously, that's kind of how I've done it for a long time. I explicitly did door-to-door sales because I knew it would be one of the most emotionally challenging sales environments that I could conjure up. That's why I did door-to-door sales.

Honestly, I did door-to-door sales voluntarily, knowing that it was going to suck. That's why. I did it for two summers. Then, after that, I guess I didn't get enough of it. I went and did telemarketing, because I knew that I hated talking on the phone. I knew that I would learn how to sell. Those are the reasons why I did it, so that I could get better and put myself in an uncomfortable scenario. Fascinating. I took two or three minutes just to think through the list. I was like, that was kind of like a biggest pile of cash rule.

Then, I went to the next one, the next one, the next one. I was trying to speak at different events and things like that, years ago.

A lot of you guys may not know this, but I sang for a long time, since fourth grade. I had a lead role in several musicals. I was in the top choirs. I sang in a band. I played drums for, like, six years. What was funny is that when I was doing singing, at first, I was so shy that no one could ever hear me, so I just kept practicing, practicing, practicing until finally ... I mean, I got a lot better. I put myself in really challenging scenarios on purpose. You know what I mean? Stage scenarios. What's funny is how much I'm on stage now, and I had no idea those two should coincide. Army.

I legitimately went into the Army because I wanted to get my butt kicked. I didn't need to go into the ... There were other ways, okay? I wanted to do it because I wanted to go into those extreme stressful environments where it's physically demanding, where it's all you can do to just keep it together. You know what I mean? I wanted that, which was so funny.

It sounds like a problem, but when Russell pointed it out just a few weeks ago, I was like, huh, maybe he's right. Is this a problem? You know what I mean? He's like, "Think about that. You came to learn marketing here. The buff guy, you went and you hired that guy." I'm leaving my job, not because I have a bigger pile of cash than Russell. Please never think that. I think that everyone already knows that. That goes without saying, probably. Because I think that there's things I need to learn that a job can't teach me. You know what I mean? There's some stress that comes with it. Good stress.

I'm not freaking out or anything. I'm actually really, really pumped. It'll be awesome. All I wanted to do is I wanted to help you understand the biggest pile of cash rule, as coined and termed by Mr. Russell Brunson himself. Trademarked, register mark. Put a huge thing of disclaimers in right there.

Honestly, I don't know where it stems back from, but definitely early on in my childhood, some things that I started doing ... I think, honestly, in my early teens or mid-teens. I don't know what clicked or what it was, but I kind of liked putting myself in stressful environments on purpose, because of what would happen to myself after I was done with them.

Honestly, I may not have even understood that consciously, that that's what I was doing, but I did seek out slightly stressful environments kind of on purpose. Probably first as just kind of an adrenaline high. I was a bit of an adrenaline junkie growing up. I would go long board down ... I was a big long boarder guy. I loved to long board. It's like a skateboard, but it's long. It's long board. I had a speed board, and I would go 45 miles an hour. My brother would clock my in a car behind, barefoot down hills. That's stupid. Who does that crap? That's stupid. I've always been a little bit of an adrenaline junkie, so I don't know if I can blame it on, yeah, I consciously knew that was the biggest pile of cash rule as coined by Russell.

That's slightly been the outcome from it, though, is that putting myself in scenarios where not all the pieces are quite figured out, where not everything is quite laid out in front of me, where I can't really see the middle, I just kind of know where the end is and where I'm trying to get. I know that it'll work out on the other side. Long boarding barefoot, that's stupid, okay? Don't do that. That was a dumb example.

That was an example of what not to do. I think it comes down to some lessons that Perry Belcher talked about. There's a great course. I just heard that DigitalMarketer ... This is, honestly, the best course that I think DigitalMarketer's come out with. It's a course called secret selling system. It's like 18 hours long, by Perry Belcher. It is fantastic. It is one of the best funnel training courses I've ever listened to ever. A fair warning, though, there's a fair amount of swearing in it. Anyway, I wouldn't listen to it around kids, just to let you know. Perry Belcher's a bit vulgar, if you know anything about him.

There's a few different levels. I think he named seven. I'm just going to go through three of them here. Seven different belief phases. These are different phases that an individual has to go through in order to make a sale. You think about what you're doing to yourself, too, as you start to follow, if you want to, the biggest pile of cash rule. I was thinking through that's interesting, because it really is following that same thing.

Instead, I'm just selling myself, which is why I go through those scenarios on purpose. Pre-thought out, whatever that term is. One of the very first phases of this is that a person needs to go through and ask themselves, okay, this guy's got this cool product. Is this possible at all? Meaning not for anybody, but can I see this product working at all, for anybody? If the answer to that question is yes, they can kind of move on to the next question, which is if it's possible for other people, in general, is it possible for me?

There's a whole bunch of in-between steps. I cannot remember all of them. This is the basic premise, though, and honestly, the same effect comes from these three, in my opinion. These are the three, also.

Number one, is this possible at all? Is it possible in general that this product could get the change that this guy says it is? That's the first phase of belief. The second one is is it possible for me? Can I pull this off? Is this something where I could actually go off and be successful with it?

Which kind of leads me, honestly, to the third thing. Honestly, the place that you want to stay if you're going to follow the biggest pile of cash rule, meaning whoever has the biggest pile of cash, whether that's money or some kind of result or whatever it is, those are the people you go learn from. If you're going to try and learn funnel building, go find a freaking awesome funnel builder who's built a ton of them. Right? This is Sales Funnel Radio.

That's why you're listening to me...

I've built a lot of funnels for a lot of people in a lot of scenarios. You're following the biggest pile of cash rule already right now. I've had a ton of you guys reach out and ask me if I'm going to have a mastermind after I leave ClickFunnels or coaching or something like that. I was like, hm, that's interesting. That's probably the market telling me that that's what it wants. I haven't thought of that. Maybe I should do that.

Anyway, you want to stay kind of in this third phase if you're going to follow the biggest pile of cash rule. This is something I identified for me, anyways, where if I can get past a belief that ... Let's take this lifting example, this example of me trying to ... I want to go get buff again. I was doing sprint triathlons. Guys, I was killing it. I was the fastest dude out of, like, 50 guys that I would run with. Oh, man, I so miss that. It's such a huge physical rush. I like pushing my body to those uncomfortable places. That's awesome. Maybe it's a little bit of an issue. It goes back to the adrenaline long board barefoot issue, maybe.

Let's take this as an example. Is it possible at all? Is there any belief that I have that it is possible for anyone in all of humanity to get ripped and buff? Yeah, I do believe that it's possible. Okay, that lets me go on to the second phase.

Obviously, in tandem, think through this, also, with money making. So let's go to the second phase. Is it possible, then, for me? Do I believe that I have the capacity to be able to do this? Yeah. Yeah, I have. Not just because I've done it before and was that way for a while, until I kind of focused on making money, which makes sense. I was trying to follow my fatherly roles and husbandly roles of providing. That leads me to my third phase, the third one here, and this is honestly kind of a personal one.

The third one is since it's possible, if this is possible ... How should I say this? Since it's possible, I'll just figure it out and start walking. That's kind of what I'm going to name the phase. Meaning I never, hardly ever, have all of the steps planned out. I have a very rough, 30,000-foot view plan of what I'm actually trying to do. I've noticed that it's the same way with how I build funnels. That's always that way. We never have all the details, all the plan.

This is what it's going to look like. This is what it's going to be like. This is what this page is going to say. This is what this email's going to pop ... No.

What we do is we set a very rough flag out on a hill. We say, "That's where we're going. Take the hill." We just start walking towards it. As we encounter the hill, there's a random boulder that comes up or there's a cliff that appears and we didn't know it was there. Or there's a huge chasm or a massive river or a rope bridge where it's barely working. You know what I mean? Then, we just deal with that problem at that time only. I think sometimes one of the reasons people will not progress, and something that I see ... There's hundreds of people I've coached through the coaching program now, hundreds that have come to the FAT event, the Funnel Hackathon event.

There's hundreds, you guys. One of the things I think people ... There's really two different personality types that I see, as far as it comes to action-taking, happens all the time.

The first one is the one where it's like I have got to have everything planned out in front of me so that I know it's safe for me to jump, so that I can handle every single contingency that's ever possible. I'm like, gosh, that contingency right there rue asking me about, the probably of it is so tiny.

Are you kidding me? Deal with it when it comes, which is the second personality. The second personality that I see comes through ... It's funny, because when I'm saying it on stage and I'm seeing all these people ask questions and I see them progressing, I can see who's getting it. I can also see who's already implementing it in the event. They haven't waited to leave or go home. They're doing it there. The second personality is the one who goes, "Ah, I get it. I see the vision. Not all the steps. I see the vision. I see where you're trying to take us.

Therefore, I will fill in all the gaps that I personally can, because I know that my success is not on your shoulders, Steven." Does that make sense?

What I've seen, too, is when someone hasn't taken action but they've got everything filled out ... They've got all the pieces. They've got all these pieces together. They've got all the little parts. A lot of times, what ends up happening is they're looking for another thing that they think they need in order to distract themselves from getting started.

They're looking for excuses to not buy into the process. I am begging you to not fall into that trap. If you're going to follow the biggest pile of cash rule, you can't fall into that trap, because you will not have all the answers, and you never will.

Entrepreneurship is one big answering game after another. Another question, another question, every day you wake up.

Guys, I cannot tell you how many times I sit down for my own personal business, and I'm like, crap, I don't even know what to build next. Or I don't even know what to build next or what's the next step here. No one's giving me a to-do list. No one's giving Russell a to-do list.

No one's sitting down and going, "Okay, what do I got to do today? All right, who's got that list for me?" He's sitting down and saying, "Huh, what's hurting right now? Is there something I need to go fix? Is there something we should go increase revenue on or optimize?" Does that make sense? There's no such thing as entrepreneurship where all the answers are given to you, and I am all about entrepreneurship. I know you guys are all in here, too, who are.

If you are trying to become one, please understand that it is a biggest pile of cash game. Go learn from the best people.

There's a reason Russell has his own inner circle. 100 people come in from pretty much every industry you can imagine, and then he has his own personal growth-styled masterminds, also. Then he goes and he hangs out with these massive guys that are also on his level and even higher so that he can continue to grow. Does that make sense? It's the same thing. It's the exact same thing. You will not have all the answers. You sit there and go, "Yeah, I know. No duh." If you've been waiting to launch something for quite a while, you're not following the rule, then. Does that make sense?

It is a game of jumping out of the plane and building the parachute while you fall, not before you jump. Funny enough, the first time I ever built an info product, I did it wrong. I did it so wrong. I did it terribly. I spent eight months building it, building the product. I was convinced that the product was the thing that made the sale. Products rarely make sales. A sales message makes sales. They're not the same thing. It's the whole reason why we'll go out and we sell stuff before we ever make it.

Anyway, I'm totally getting on a soap box here, because I'm noticing that a lot of people haven't started because they think that the product needs to be done or has to be perfect. It's not going to be perfect. It's coming from your own head, when the market is the thing that needs to tell you what you should be building. You don't have the creativity inside of you to be successful and make a million dollars.

That's why this game is more like a game of detective. It's like a detective game, where you're going to go through and you're going to discover what the market wants. You're going to toss things out there. Nope, that wasn't it. Let's take these three things out. Let's adjust that. Now, let's relaunch. Oh, cool, all but one of them stuck. Okay, let's go back. Relaunch, relaunch, relaunch, relaunch.

Interaction, iteration, iteration, iteration. It's part of this biggest pile of cash rule, too, where what you're really trying to do is you're trying to help just get your own self in motion. Action creates action. Motion creates motion. Success creates success. One of the easiest ways to follow the biggest pile of cash rule that I've noticed in my own life is that I try to have personal, small wins every single day. I try to get at least ... Guys, I work full-time for somebody else, and it's way more than full-time. Way more than a 9:00 to 5:00 job. It's fun, because in the last two months here, Russell's like, "Dude, can we just do a normal 9:00 to 5:00 schedule?"

I was like, "Yeah, we've never done that. That actually sounds really nice. It's the holidays coming up." I mean, we're just killing ourselves. You know what I mean?

You're not going to have any success at all if you have to have all the pieces together. That's basically what I'm trying to say. If you're trying to follow the biggest pile of cash rule, one of the easiest things that you can do is go just try and do three ... That's what I was trying to say before. Sorry, I totally lost my train of thought, because I was thinking through ... I totally have the squirrel brain. Squirrel! Squirrel! Which is nice for brainstorming scenarios, and I'm totally doing it right now. I was trying to wrap up with this, and I got distracted. I'm sorry. This is me being vulnerable and just real.

What I was trying to say, though, is one of the easiest ways to follow the biggest pile of cash rule is just try and make three moves a day if you're working for somebody else. It's going to be way more than that for me when I am completely solo January 1st, which I'm very excited about. Just make three moves a day, and that's all I try and do. Sometimes I don't get a full three, and sometimes I just get two.

Meaning I try and get two to three big things done ... What's three? I try and get three things done each day that just move the ball forward. I don't even know always where the ball is going. I just try to move the thing. Motion creates motion. Action creates action. I kind of thought that was a cliché, okay, that's nice kind of thing five years ago, and it is so true, though. Just be in motion. Guys, I got an email from someone this morning that was ridiculous. It was so cool. It was an invitation to go hang out with some incredibly huge people that have helped massive celebrities we all know become very successful.

I was like, what? What? That's crazy. Why? Motion. Moving. I hate coaching people who are not already in motion. It's one of my things. If I can tell an individual is not already moving, looking for their pile of cash, just moving towards that ... If they're not already actively learning, I hate coaching those individuals. Or they're not actively already trying to make money. Not thinking about it. Not thinking about how nice of a goal it is. Not planning it out. Actually trying to make sales.

I hate coaching those kinds of people, because I've got to teach them the biggest pile of cash rule. They've had no practice following it, where you're going out and you're learning from the best people. You're trying. You're already doing it. Nobody's motivating you. You're motivating yourself. Does that make sense?

Anyway, I try not to put too many ideas in a single podcast, and I tend to string them all together, so I should probably stop this here, just so you guys know. What I'm trying to say here is now that Russell brought it out and I realize, oh my gosh, I do follow that rule.

That is why I'm actually leaving my job. Huh, that's why I called that dude and said, "Hey, make me buff," and why I've been reaching out to all these ... That's fascinating. So follow the pile of biggest cash rule. Who is it that has actually done it? Not talked about it. Not written books about it. Who's actually done it? Who's actually done the thing? Who's actually doing the thing? Who can you follow? Follow those people. Those are the people to go follow, okay?

A lot of times, what's funny is the people who have the biggest pile of cash are not the ones that are talking. Sometimes they're the ones who don't want to talk. They don't want to let out their secrets. It's been funny to watch this whole fill your funnel process, because sometimes people don't want to reveal the traffic secrets that they're using, because they're proprietary. They're the ones that are the cutting edge.

Usually, the ones that you're hearing in courses are not the ones that are the most cutting edge ones. You know what I mean?

That's like hearing the news say, "Hey, this is the best stock to go get right now." It's like, yeah, well, like yesterday. The opportunity's already passed. You know what I mean? Same kind of thing. Sometimes when those biggest pile of cash people come into your life, you've got to find ways to convince them that you are coaching worthy. Just like I just said, I've got things that turn me off as far as someone when they want me to coach them. It's the same thing.

You've got to go convince those people that you're coachable, that you're worthy to be coached. It is the most unattractive thing on the planet when someone's asking me to coach them and I can tell they haven't even started. They're waiting for permission to start. Cut that crap out. Just start. No one's going to give you permission or a to-do list, and it's going to be all one massive, big, continuous problem-solving exercise. It's very fun. It's kind of a liberating thing, actually. It's fun to have that kind of control. Anyways, guys, probably said too much there. Just think through that, though. What is the thing you're trying to go for? Find the person with the biggest pile of cash, and keep yourself in the phase where all you need to know is enough, not all of it. I'll talk to you guys later. Bye.

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