Sales Funnel Radio

Steve J Larsen
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Jul 12, 2019 • 23min

SFR 259: Part 2 - Designing Your Value Ladder

Follow along and create your own Value Ladder as I show you how I designed my personal one.   This is part two of this series.    First, I walked you through the principles I use to design and develop my value ladder.    And today, I wanna teach you MORE about my personal value ladder, (and give you a sneak peek into my EXCITING plans)...   VALUE LADDER  MARKETING   The value ladder is super important and very powerful.    However, sometimes, after reading the book DotCom Secrets, people try to design their ENTIRE business before they even have a product or a funnel.    *DON’T DO IT*   However, the value ladder is NOT something that I try to design, or feel that I need to have designed before I start moving.    I want you to know that the value ladder is very malleable; it's something that’s designed as you move forward.   It flexes as you go... and as you get further along the path, your value ladder starts to become more solid.   If you've not read Part #1, (shame on you), go check it out before you read any further, (it’ll make more sense - honest).   In Part #1: I teach you under what context I even try to develop a value ladder.    And I use the following definition from DotCom Secrets to define the function of value ladder:   A value ladder is where you want to take your client.   First, a quick recap of Part #1...   Before you can even think of starting to create a value ladder, you need to know:    What market we're serving   The Dream Customer that we're serving inside the Dream Market    What problems that they're having and what we can go solve for them    The Core Problem and Offer   How to launch    ... the value ladder starts in that whole five-step process.   I also talk about value ladder education being the easiest way to make MORE sales...   In fact, my team and I, have a funnel building template, and towards the bottom, there’s a whole section called value ladder tie-ins.    HOW TO CREATE A VALUE LADDER   So here’s a value ladder …   I’ve got…   A funnel at the top   A funnel in the middle   A funnel at the bottom with a little downsell…   All these funnels work together…   (... by the way, this might be one of those episodes that might be helpful for you to watch on YouTube).    The funnel at the bottom of the value ladder brings in new people faster than the middle.   The middle funnel brings in new people faster than the funnel at the top.    I have eight different mechanisms that we use to auto-educate customers and ascend them through the funnel.   People on the bottom of the funnel are ascended through email sequences, thank you page webinar, etc, which let them know...   "Hey, since you bought that, did you know you could go buy this?"    Now that we've already acquired the customer with a dollar in, I don't have to pay for them again (we've already paid for them).    Let's say it's $1.00 in and $1.30 back out on the bottom of the value ladder…    Now, if I can just automate their ascension, I don't have to pay money to do that.    Maybe they wanna go from the bottom all the way to the top.    Maybe there are people out there who are like, "I don't want the bottom or the middle, I wanna go straight to the top..."    ...and that's totally cool.    DIFFERENT BUYING STYLES   One of the most shocking things for me when I first attended an Inner Circle Meeting… (I remember it was an amazing day)...   Russell Voxed me, and goes, "Dude, do you wanna come to the next Inner Circle Meeting and just sit in?"    Honestly, I felt like I'd just died and went to heaven…   I was like, "What? I've wanted to be in The Inner Circle ever since I heard it existed, are you serious?"    Russell goes, "Yeah man, just sit on the side, you can keep working on stuff, but just so you can kind of get a feel for more of the thing."    I was like, "Absolutely man!"    What was crazy is that at that time, ClickFunnels was not that old; half of The Inner Circle had still NEVER read DotCom Secrets …       ... but they were paying 25 grand to be in his Inner Circle.    I remember thinking, “ ...are you serious?”  And at first, I was like kinda, like, “...that's dumb. Are you kidding me?”    But you have to realize that different people will buy different things from you.        So we have different places in the value ladder to cater to different buying styles.    For Example:   Right now, I would rather just pay the author to teach me their formulas, than go read the book.    You know what I mean?    And that's EXACTLY what Russell’s Inner Circle were doing.    In the beginning, when I had no money, the free plus shipping book and the bottom of the value ladder stuff definitely made more sense for me.    But now, I'd rather just go to the top and learn straight from the person…   Which is why…    There's a bunch of automated email series that ascend people immediately...    We put ads in EVERY single value ladder step...    ...but with the understanding that…     Some people are gonna come straight to the top of the ladder and NOT go down..       Some people are gonna go to the bottom of the ladder and NOT ascend.      MY PERSONAL VALUE LADDER   I  want to show you my personal value ladder…   ...and it's so you can learn how to develop your own.    Some of what you’re gonna see isn’t even launched yet… ...and it's to illustrate a principle.    Now I have two value ladders, and a few people have said, "You can't have more than one business."    And that's generally true... until you have teams.    There are a lot of funnels that I haven't touched in like a year... and they still cash flow really hard.   I can go build other stuff, as long as I have systems    And so I do have a second value ladder.    But what I’m gonna talk about today is *My Core Offer* value ladder…  (you can check it out on capitalistcoaching.com and stevejlarsen.com)   So when I start building my value ladder, the main thing I want to do is prove it’s core idea, and I actually have several steps with this.    Now, if you were at Funnel Hacking Live last year, (and if you weren’t, I would strongly recommend you go next year)…    It’s one of the purest forms of marketing knowledge that I believe is out there.  One of the reasons I love Funnel Hacking Live so much is because it opens your eyes to things that you didn't even know were there.    There are people not just doing it, they're really freaking successful - so you get to learn these powerful things right from the horse's mouth.        For me, it's the place where I get immersed, and I'm like:    “Holy crap, I didn't know that you could do that in that industry. Now that's NOT my industry, but what if I took that idea and pulled it into my industry?”    That's why I LOVE Funnel Hacking Live - it's like a decade of learning in a weekend.    It's all in one shot; there's no way you’d get all those HUGE people to teach you that for the ticket price anywhere else.    OfferMind, on the other hand, is very step-by-step on how to launch *YOUR* thing.   OfferMind and FHL are meant to be companions.        So, in the middle of my value ladder, I have OfferMind.    Now the reason why I put OfferMind in the middle is because I wanted to test out the idea of the value ladder.    I wanted to make sure that I had it ironed out all the places.    The reason it's worked so fast for me is that I've been teaching this stuff, .doing it myself, coaching people, and helping people make a million dollars for a while.    So last year's OfferMind was me reteaching it in my own format, and teasing out the sticking points in people's understanding.        I was like: “Oh okay, there, okay, I didn't know that that would be a sticking point, okay. Oh, there too, okay I didn't know that would be a sticking point either.”    … it was cool because I was able to go in and iron a lot of sticking points out.    It's was the same principles, I just wanted to make sure that I was teaching them well.   So, I taught that and I was like, “That's sweet!”    On my value ladder, above OfferMInd, I have a program called OfferLab…   TOP OF MY VALUE LADDER?     Now the purpose of OfferLab is to get my time and my team's time to help you launch your offer.    It's a year-long coaching program that includes a live event where we help you actually get your thing out the door.    There's a lot to this, but it's actually really simple when you just see it in one shot.    And people make a lot of money with it, which is great.    However, the top of my value ladder isn’t just OfferLab - there’s some other stuff too that you probably haven’t heard about because they’re NOT launched yet…   So at the Top of my Value Ladder, I have…      OfferLab     My mastermind, which is called Titans of Industry.    Business Syndicate - at the VERY top, (the thing that I'm moving towards, and I'm so stoked about)   Business Syndicate is the coolest URL I have ever bought in my entire life. What I'm doing with Business Syndicate is fighting against Shark Tank!        I wanna fight against the idea that I have to go get VC funding.    I love the show Shark Tank, but I hate what they do.   Shark Tank teaches that you need funding in order to grow your company.    *NO! YOU DON’T*    If you know how to build a front end funnel you don't; 99% of businesses do NOT need funding.    99% of people who take funding, usually don't need it.    Now I understand you might need a loan if you're building a big factory or some manufacturing plant. I get it.    That's why I'm saying 99% of the time, most businesses *do not* need capital… they just need to know how to build front end funnels.    So many people ask me to build their funnels for them, I was finally like, “Alright! Let's do it! “       We're actually gonna build a studio like Shark Tank, and people are gonna come pitch me and my team on building their funnel in exchange for a small portion of their business.    So we're not gonna given them funding, but we have skin in the game!    That's the difference, that's why I love it.    Because in Shark Tank, they don't have skin in the game!    They put their money up, but a lot of times, they don't do that much else.    I've seen the other side of that when we were building stuff for CNBC for The Profit … they'll help for a little while, but it's the cash injection that's their big input.    What my team and I wanna do is actually build funnels for all these different companies.    Anyway, stay tuned on that because it's NOT launched yet, but that's what we're doing and that's where I wanna go.      BOTTOM OF THE VALUE LADDER   Now, going down, I have a webinar that we're launching called Create Your Offer which will teach you what my book is gonna teach you, but far more handheld.    My book is called also called Your Core Offer.    There's one more piece we're actually coming out with which I'm super psyched about.    We're gonna start putting out a newsletter.    The newsletter is gonna be part of the continuity, and I want it to be cheap - because I do really high quality.   I teach you stuff that most people charge for.    So what I wanna do is make something that's really cheap, but just gets a few more how-tos, kind of more the tactical side.. because I can only get so tactical on a podcast episode, right?    So we have something called Offers For Profit, which is a newsletter.    It's gonna be super cheap, like nine bucks.    It's NOT really necessary to make a ton of money on - it's for other reasons, (which I'll talk about more when we start launching).    In continuity we have:   Offers for Profit   Me being a ClickFunnels affiliate   ...there are other things that are more of continuity, that I'm not really ready to disclose yet ;-) THE FREE ZONE Now, even further down, is what I call the FREE ZONE and this includes:   Sales Funnel Radio     Capitalism Swag     The new One Funnel Away Stories podcast (which is launching soon)   The Pursuit of Profit .tv - which is gonna be super cool, oh my gosh.   We have another show that's coming out soon called It's Monday, Baby. Guess which day that'll be on?    … it's a lot of stuff.    ONE-DAY EVENTS   Inside OfferLab there's actually all these one-day events that you’re gonna start seeing me do as well…   You can fly out for a day, and I'm gonna deep dive on just that one subject in a very, highly interactive and cool environment.    How I actually run my content team   How I built my funnel team   What are the campaigns I found are the MOST profitable   … just a straight day of me teaching you campaigns from 9 a.m. to 9 p.m.    I’m gonna go deep on those days.  So, on my Value Ladder (and already in existence) there's…    OfferMind   OfferLab   Sales Funnel Radio, (that's the free zone)    All the rest of the things on my value ladder are NOT done.    A QUESTION FOR YOU!   Q: Why on earth would I tell you about all this stuff before it's ready?   A:  To create anticipation.   To help people see where I'm going.   To show you that I have a plan and that following and adhering to EVERYTHING I taught in the Part #1of this series.    If I wanna make sure that OfferMind is the most insane, ridiculous core of the whole value ladder - I need it to over deliver to the freakin’ hilt.    And so…    I can’t do that if I launch a million things at the same time.    For me to pull off Business Syndicate, that's agency model, I'm gonna have to change some business structure to handle that.    To pull off My Mastermind, there's some business structure I'm gonna have to adapt and adjust.    So, I'm NOT gonna say “Yes” to building someone's funnel yet.    I don't care how much money it is -  it has NOTHING to do with that.    It has everything to do with:     Can I handle it?      Can I over deliver?   ...because I built my name on doing that.    So all I'm doing right now is just focusing on OfferMind, while we buy an office, and actually, get an assistant….   Does that make sense?    Understand that this stuff comes in order, and because of that, it's actually a gift.    It means I don't have to think about it for a little while.     As of very recently, I know what my value ladder is gonna be, (like a week or two ago).    So while you're launching your stuff, just know that almost no one knows how all the pieces fit together at the start of their journey.    If you came to Funnel Hacking Live, I taught you a little bit about my methodologies on how I learn and move forward.    All I wanna know is the blueprint.    *My VALUE LADDER is the blueprint*   The book we're writing it right now, that's a blueprint.   Most of the stuff on the bottom in the free zone, that's all blueprint.    And what blueprint am I following?    I'm following the info product model and the coaching model - because that's what everyone wants from me.   There's some structure stuff that I'm still putting together, I'm not gonna go take on all this stuff and promise all these results, that'd be crazy.    THE 5 QUESTIONS   In Part #1, I talked about the 5 Questions I ask to see what I need to launch next… (go check it out if you need a refresher about the order that I launch and build this stuff in).    Do I need more leads? No.    “Okay, now I'm ready for my Titans of Industry Mastermind   Now I'm ready for the other things on my value ladder… I'm really really psyched about EVERYTHING we're putting together.   We're gonna be publishing even MORE than I am now - which I know might sound crazy, but we are.    It's not actually that hard if you see what's going on behind the scenes.    (Come to one of my one-dayers and you'll find out what that is ;-) )   I just wanted to show you what my value ladder is.    So, if you're sitting back and you're thinking, like, "Well Stephen, what's *my* value ladder?"    I wouldn't really worry about it too much…    Your goal is just to figure out the core idea.    Can ya sell it?   Can ya sell it for mid-tier product pricing as it relates to your industry?    … because once you can sell it, BOOM!   PROVING IDEAS    I have another whiteboard, (I have whiteboards all over the place), and it's just full of ideas.     And as we've moved forward, those ideas become more and more solidified. I don't worry about it.    You don't need a value ladder design before you start actually building and selling.    Stop worrying about it.    That's *EXACTLY* how I've done it right here, EVERYTHING that isn't built but is kind of an idea.    And then as time progresses, and I start to listen to the market, and  I hear them say things like, "Stephen, we've been wanting a mastermind from you forever."    I'm like, “Crap. Seems like they want a mastermind from me and they've wanted it FOREVER!”   I just listen to the market.    Then I'm like, “What would I call it that would be cool?”   I buy A LOT of domains    ...and it's because I'll be like, “...this is what it's gonna be called! Buy the domain, buy buy buy buy buy buy buy!”    Then a little bit later, I'll be like, “Crap. That's not it, dang it, it's this now! Buy buy buy buy buy buy buy buy!”    I'm trying to fish to make sure that it fits with the entire value ladder. We've also started to develop our own awards - much like the 2 Comma Club Award, but for different areas - it's really cool.    Different awards, different thresholds, different things for you …   There's a lot that goes into it…    It’s far more than me just saying:    This is what it's gonna be.    Here's the funnel.   Here's how I'll fulfill.    What's the core idea?    A value ladder sells an idea, as much as it does a product.    I've enjoyed this, I really like showing you more about how I actually put my value ladder together.    I'm super psyched about all this stuff going down, and hopefully, it's been helpful to you to see it.   Start thinking through this stuff... but put some horse blinders on.   Relax, bring it down, and say:   "You know what, I'm just gonna go make sure that this one idea on the value ladder works.  The whole value ladder isn't worth stressing about or even brainstorming on until you know that this idea is good enough to build out the rest of your value ladder with.    Hopefully, this has been helpful to you, and if you wanna see more get more details, go to capitalistcoaching.com    Same thing with stevejlarsen.com… click on Programs, and one of the options is value ladder, and you’ll see this…   BOOM!    If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good.   But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?    That's what I struggled with for a while until I learned the formula.    So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.    Wanna come?    There are small groups on purpose, so I can answer your direct questions in person for two straight days.  You can hold your spot by going to OfferMind.com.    Again, that's OfferMind.com. Advertising Inquiries: https://redcircle.com/brands
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Jul 9, 2019 • 26min

SFR 258: Part 1 - Designing Your Value Ladder

Follow along and create your own Value Ladder as I show you how I designed my personal one.   It’ll probably come as no surprise to learn that I love the book DotCom Secrets ;-)    DOTCOM SECRETS - MY FIRST TIME    I first read DotCom Secrets when I was in the army…   I was on a security line training - it was ten days lying prone in the dirt.   It might NOT surprise you to find out I have a very active brain, and I can only study bugs for so long…   Army uniforms have these cargo spots where you can store things    I kept DotCom Secrets in a plastic bag in my pocket to keep it from all the dirt and the crazy intense rain.    With my M16 in my right hand, I’d pull out DotCom Secrets…    I’d take out my pen from these pen slots on the side of my uniform, lay my weapon down and take notes.    I don’t have my original copy, which kinda stinks, but it was marked to death 'cause I really go deep.   Before I read DotCom Secrets, I was probably on business try number 10/ 11/ 12, or somewhere around that…   But it wasn't long after reading DotCom Secrets that things started really working for me, and part of this was because of the topic I want to talk about today, which is value ladders.  HACKING THE VALUE LADDER   So what is a value ladder?    Right at the bottom of page 23 of DotCom Secrets, it says:   A value ladder is where you want to take your client.    *THAT’S IT*    … that's all a value ladder is.    It's where you want to take your client.    Funnels are NOT the only thing that Russell's popularized in the Internet marketing space- he's kinda credited for being the one that popularized value ladders too.   And now,  I wanna teach you…   How I use value ladders after reading DotCom Secrets..   Where most people kind of mess up when they focus on creating a value ladder.     After reading DotCom Secrets, all my college notebooks were crammed with drawings of funnels and value ladders …   They were HUGE value ladders with tons of steps - they were MASSIVE value ladders.     However, one of the things that I got stuck on was thinking that I needed the entire value ladder planned and designed before I could even start building a funnel.    I want you to know, that's actually NOT true.    That's NOT the way ClickFunnels builds their funnels, that's NOT the way I built mine, but most people think that’s what they have to do.    When I ask "What's the model you're following?" A lot of times what that means is what’s the value ladder?    Do you know the value ladder/ the model that your industry uses most and has all the success with? '   … ‘cause it's the template.    When I started realizing that there where models,  I’d be sat in classes thinking, "Man, all I gotta do is follow the model! What’s the info product model?"    YOUR CORE IDEA   Now, if you don't know, we have OfferMind coming up, and OfferMind’s purpose is to to help you find your core idea.    The reason I’m bringing this up is that…   I'm following the info product model   If you’re in the e-commerce model there’s a value ladder that is proven to work really well for that too.    If you’re in, B2B, there's also a value ladder model.    ClickFunnels follows the software plus info product model.    If you guys aren't watching on YouTube, this might be one of those episodes that’s powerful for you to watch, and actually see how I draw this out.    So if we take the DotCom Secrets definition of a value ladder, remember that...   A value ladder is where you want to take your client.    This is a cool framework that you can use to develop your entire company.    But there are a few specific things about this model that I want to share with you that’ll help you get the MOST from it…   HOW TO NAVIGATE THE VALUE LADDER  The goal of the the value ladder is to ascend your customer to very tip-top, (I'm gonna put a star there) - that's where you want to take your people.    The top of your value ladder is where you want your dream customers and your dream product to be.   It's also the MOST expensive step on the ladder.    It's the one where you give the most value, and the most amount of your time, (if you want to design it that way).    And at the bottom, it’s the exact opposite.    It's NOT that you don't want to sell people at the bottom, but the whole point/ the whole idea is that you want to start qualifying people.    I can't draw very well, but let's say this is a phone…    (There we go, there's a little phone right there)    This phone, (a.k.a, value ladder step), is what's calling out to your dream customer.    You bring people in on the cheap step and then you start to ascend them to the top.   So the value ladder is somewhere that you wanted to actually take people to… I want to show you how I personally design my own value ladder, but first, I want to teach you the principles I use to design my value ladder.    So that next post, you’ll see the application of these principles as I actually teach you what my value ladder is.   HOW TO INCREASE CUSTOMER VALUE   Recently, I’ve been really geeking out lately on this idea of campaigns, and one of the issues I've found is that most of the time...    People don’t buy from you because your offers NOT good enough,  ...it's usually 'cause they don't know *WHAT* they can buy from you.  So my role is to create:   Cool marketing messages   Cool offers   Campaign noise around offers   … but it's also my role to educate my customers on what they can buy from me.   Sharing your value ladder with your customer base is one of the easiest ways that you can educate your customers on what they can buy from you.    How many of you guys, right now, as you guys are listening or watching this, how many of you guys, even know that there's the option for me to fly to you?    (That's something we're probably gonna take away, but I’ve been doing it for a while though.)    Did you know that there's an option where you can fly to me for a day?    ...there's all these cool things that people just don't know about.    And so I've realized, "Man, my role is to educate the value ladder, NOT just the product."    I think it was Peter Drucker who talked about the only two obligations an entrepreneur has are marketing and innovation.    “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation - P Drucker One of his definitions of marketing is education for a sale.    Every enterprise is a learning and teaching institution. Training and development must be built into it on all levels - P Drucker   Drucker believed the marketers needed to educated people, so that they’d actually go buy.   My definition of marketing is:   Marketing is changing beliefs for the intent of a sale - S Larsen   (I can feel I’m not telling enough stories, so hopefully, you guys can follow me with this.)    But anyway, I started to realize was that:    I need to create mechanisms inside of my funnels that don’t just sell the product itself - I have to educate people on the other things that they can buy from me as well …   ...and that I actually can automate huge parts of that process.    (If you come to my events, I teach much deeper on this)   VALUE LADDER EDUCATIONThere are eight ways that I create what I call value ladder education, and they're all automated ways that teach people how to go and make a lot of money.    Now, let me walk through a few mechanisms with you guys.    So I'm a One Funnel Away coach for ClickFunnels, I coach daily, and usually live (unless I'm traveling, sick, or something like that)…   There are like 6,000 people on this last challenge - it's a big one, we're having tons of fun with it.   One of the things we teach is that typically, (even if you're bad), you can make a dollar per person per month on your list.    Typically, you can expect a dollar per person on your list per month.    Now, what I've learned is that the $1 per person per month can easily become $2 with what I'm gonna share with you.    Add a few other things, and you can make that $3 … then as you get better you can turn that into $4/ $5 per person.    Right now, for every person on our list, (our list grew heavily in the past little bit here), but...    With the list that I have right now, we do $3 - $5 per person per month on the list.    What I'm gonna teach you right now is one of the easiest ways to manipulate this formula and increase customer value.   Value ladder education, (a.k.a, teaching your customers what it is they can buy from you), is one of the easiest ways to increase customer value.   There's a lot of automated ways so you're NOT having to be the one putting in more sweat equity.    You just do it once, and it's all automated.    SIX STEPS TO YOUR CORE OFFER   There are six steps that I use to create a core offer.    … they have to go in a certain order as well.    What is my market/ where is it?   Who is my dream customer in that market?   What problems do my dream customers have?   Identify the core problem   Find the core solution   Make the core offer   The first thing I do when I'm designing a new value ladder is...  I want to know what market I'm selling into.    I've gotta know what this red ocean is.    What is my market?    Now once I know what my market is, I wanna know…    Who my dream customer is in that market.    I'm not trying to sell the whole market. People mess that up all the time.  Now once I know the who, that I'm trying to sell, I need to know…    What their problems are?    I list out what their problems are.    What problems are they trying to solve?    Then ‘Who’ leads to ‘What’...     This is where ‘The Dream’ comes in…    Because NOW, from the ‘What,’ I can identify what I call ‘The Core Problem.’    "Stephen, what does that have to do with designing a value ladder?"    It has EVERYTHING to do with it!    And *this* is the reason why you may NOT know what's on my value ladder yet because I'm testing out my core offer...   I've had people offer me $1 million.   It's NOT a joke...    They're like, "I'm dead serious, Stephen. I will give you $1 million for a funnel."  I've said “NO!” - which it's baffling to them…    And,  the why, is because of what I'm sharing with you right here.    I don't want to be in a scenario where I'm like, "You know what, I could do that…”    But the REAL question is, “Is it what I'm designing?    The value ladder is the roadmap for my business and my activities.    So if it's NOT time for me to be offering those kinds of deals, “A million bucks??? No thanks!” ;-)   I'm NOT saying I won't take 'em in the future, but, at that time, when the first BIG offer came, the answer was “NO!”    I don't want to be in a scenario where I’m like, "Crap, I'm getting out of line with my value ladder."    When I got hired by ClickFunnels there were only 14,000 monthly users - now there's 92,000.    There were only 40 ClickFunnels employees - now there are 340. It's crazy! It has exploded!    I joined ClickFunnels right before this major, explosive growth, and part of the reason why I know I can teach so much about this is because I was there:   Helping    Experiencing    Designing   Observing it   Being a part of it   … I watched this HUGE, ridiculous growth happen.    And so, these questions that I'm walking through are the kinds of things that were being tackled when I was at ClickFunnels.   When it comes to value ladder design, people are like,    Well first, I'm gonna do a free plus shipping book   Then I'm gonna do a course   Next, I'm gonna do a high ticket mastermind   I'm gonna do a high ticket event   … that's all great, but *that* comes waaay down the road.        What you need to know first is:   What's the market that your serving?    Who is your dream customer?    What are their problems?   Is there a core problem to be solved?    You design a core solution   You create a core offer   Now, you’re finally at a spot where you can create an offer.    You create a core solution, and from there you create a core offer - that's why I call it Your Core Offer.    I place the core offer in the middle of the value ladder.    And I start at that spot.    WHY HAVE A CORE OFFER?If you're NOT watching on YouTube, I strongly encourage you to watch this part of it - it graphically helps you to understand these pieces.    I help people find out what their core offer is because the numbers work easier with ads.    If I'm selling something that's mid-tier priced, I only need to sell one of 'em, and Facebook ads are covered for a while.    Rather than me go straight to the top… and there are people who argue with me and say, "Go straight to the top..."    I get it, and I've done that as well…   I'll be honest, the one I don't do first is the very bottom, and it's 'cause it's a little bit riskier.    There’s a quote in my head, but I'm not very good at remembering the names of who said what…    Anyway, the quote is something like:    People spend more money for the same thing repackaged in a different way.   It's a powerful quote, and it's a quote that floats around in this space a lot.    You have to understand that each value ladder is represented by an idea - it's actually a full idea.   I need to prove the idea almost more than the product itself. I’m proving out the idea, NOT just the offer!    So once I know that…    My core offer delivers a core solution   Which fixes the main problem   Which helps solve my dream customer   Which is targeted at one specific spot inside of my market...    Man, now I can build a whole value ladder.    But too many times, people are all like,    "I'm gonna build this funnel, then this funnel, then this funnel, then I'm gonna publish this, and then I'm gonna make this continuity program..." and it's so fast…   ...they build too quickly.    All their focus is on getting that next funnel out... which is great after you've proven out the main idea and after you've proven the core offer.    I hope this is making sense to you?    (It's funny, I wanted to trial close you guys, even though I can't see you right now)   ... but hopefully, this is helping ;-)    So, I focus on the middle of the value ladder to prove out the main idea.    SAME IDEA DIFFERENT VALUE    Now that the idea is actually proven for the entire value ladder, my whole goal is to go in, and develop varying levels of value on the same ladder.    I can go do something more high-touch with my time up here. I can go develop a cool mastermind up at the top up here - that's lots of value.    I have the same ideas at the bottom of the value ladder, but now I'm gonna have:   The Book   A Challenge    CDs    Courses   A Continuity-based Program   ...I'm gonna have all this stuff.    And it works because I've proven out the main core offer and the main core idea.    And with the cash flow from the middle of the value ladder, I get to:    Skip things like VC funding   Build a business    Put systems together that free up my mental faculties enough to go build the rest of these funnels.    HOW TO PAY FOR EXPENSIVE THINGS IN YOUR BUSINESS   As a business, we're running lean on purpose.    I don't want a ton of people inside of my company as far as employees and stuff like that, I just don't.    But the reason I get to do it that way, and the reason we're cash flowing so hard right now is that I follow my six-step model that helps to clarify the way the value ladder is used...    'Cause you do want to upsell people    You should bring in the bottom of the value ladder individuals.    … but all in good time.    One of my favorite book, Ready, Fire, Aim, teaches that your goal, as a beginner entrepreneur, is just to get enough customers     You're just trying to get a big ole list.    Once you have a BIG list of customers, anything you sell to them afterward is MORE likely to be successful “because so many of your existing customers will buy it.”    … that's exactly how the book it says.    Now, when I need to get more people in a funnel/ business), then I go build something at the bottom of the value ladder.    The reason I don't have a book right now is that I don’t need leads.     It's the reason why I don't have a lot of cheap stuff right now,    I don't need leads.    Do you see what I'm saying?    (I’m gonna make this a two-part series...    I want you to know the principles behind my value ladder so that you’ll have the context when I teach you my value ladder… and it’ll make more sense to you.)    HOW TO KNOW WHAT TO BUILD NEXT?   One of my favorite individuals is Alex Charfen,  in fact, I just interviewed him… Alex Charfen is a BEAST.    I've learned A LOT from Alex, the book Clockwork (great book btw,) and James Friel about building a business…   Now, there are five criteria that I analyze my business on, and this is how I determine what to build next in my value ladder...    Ohh! What's up?    The first thing, I go and I figure out what I'm gonna go build on.   I want to see:    How well do I get leads?    How well do I convert them?    How well do I deliver the stuff that they bought?    How well do I retain them?   How well do I upsell them?    (This is how I personally do it - I know there are different formats here and there)    And so, I break those categories out separately and I rank myself…    For example:    If I start getting low on leads, I’m ranking myself, “Oh, dude, your leads are kinda low right now, darn it..."    I start asking:   What should I go build on my value ladder next?    What would get me a lot of leads really quickly?    ANSWER = BOTTOM OF THE VALUE LADDER STUFF   I don't need more leads right now! That's why I don't have bottom of the value ladder products.  I've had a few people reach out, (and if a few people have reached out, it tells me a lot are thinking it), and ask, “Stephen, why don't you have a book yet?"    The answer is…   Man, I got more leads than I can handle, so that's NOT what my personal business scenario needs right now.    Now you might be like, "Stephen, I need leads." That's great, but don't compare yourself to me.    I just follow the formats and formulas that cause success.   In order to decide what to build next, I answer the questions:     How well do I convert leads?      A: You know what, I convert pretty high. So I don't need to focus on the actual sales message or the offer.      How well do I deliver?      A: I deliver really high! I know I do.      How well do I retain an upsell?      A: Well.      How well do I upsell?      A: *NOT WELL*   … so the next thing I'm building is an upsell.    Meaning, there's NOT a lot at the top of my value ladder…   So the next thing I'm focusing on is on top of the value ladder…   ... because that’s the thing that I'm suckin' at the most at right now.    I just look at it the value ladder objectively and think,  "Oh man, I gotta do this.”     I was listening to the book Clockwork while mowing the lawn, and that's where I learned this... I've had so many epiphanies mowing the lawn, it's crazy. I'm always nervous to get somebody to go do it for me because I have so many epiphanies.    I need to look objectively at my company, and ask:   Do we have leads? "Oh yeah, lots."    Are we converting them? "Yeah, we are."    Okay, so that's not the issue, so where's the weak spot?    So…   PLAYING TO MY STRENGTHS & WEAKNESSES   As an individual, and a solutions provider, I sell my strengths, but as a business builder, I solve my weaknesses.    That's a big statement, (that has a lot to do with the value ladder)...   As a business owner, I fix my weaknesses, and I only focus on the weak part, to fix these five formula pieces.    However, as a solutions provider, I sell my strengths, which makes total sense, right?    But too many people get it switched.    INSTEAD... I let the model tell me what to go build on my value ladder.    I know what purpose each phase of the value ladder is for:    The Bottom of the value ladder is hardcore about acquisition.   The Middle is all about ascension, (whether I'm ascending them from the red ocean into my value ladder, or I'm ascending them from the bottom up) - it's a place of monetization.    The Top is the MOST monetizing.   And if I am not in a spot where I've tested out and proven the main idea of the whole value ladder, I shouldn't even be looking anything else.    All I'm doing is testing ideas.    Now, I know I've spit a lot at you in this blog- so if you need to re-read a few times, go for it (or check it out on YouTube).    This is how I think about my value ladder, and this is the premise I design under.    I know that I'm tossing A LOT at you with this - it was kinda heavy, but if you like this kind of stuff, we cover a ton MORE in this depth at OfferMind.    Guys, go get a ticket at offermind.com.     We’re, we're pushing pretty hard on tickets right now - so it's super-exciting…   There's a chance this baby will sell out.    So anyway, go get a ticket at offermind.com, so I can teach you how to do this for your own business.   You’ll create a roadmap of what you actually need to do - not just from a business structure standpoint, (which is kinda what I'm showing here), but also from a marketing standpoint of how to actually get your offer out the door.    Thanks for leaving reviews -  I just can't even tell you how much that means to me. It's very exciting to see those. Gets me pumped.   We spent a lot of money and a lot of time putting this content out, so your reviews are super fun, and I really love 'em. Thankful You.    Get Rich - Do Good   BOOM!    If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good.   But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?    That's what I struggled with for a while until I learned the formula.    So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.    Wanna come?    There are small groups on purpose, so I can answer your direct questions in person for two straight days.    You can hold your spot by going to OfferMind.com.    Again, that's OfferMind.com. Advertising Inquiries: https://redcircle.com/brands
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Jul 5, 2019 • 23min

SFR 257: Book Review: Influence And Income Online...

Once you know what you sell, your DUTY is to spread your message. This chapter will show you more about my tactics to increase my influence and income online…   I don’t think I’ve ever talked about this publicly….   But before I bootstrapped my way to my first Funneling Live event, I started having conversations with my wife, and all I would focus on was telling her how intimidated I felt...     Nobody knew who I was   I didn't have a list    I’d been doing funnels for other people, but I hadn't learned how to charge yet.    I was still overcoming a lot of money-based objections in my own head.    In all the promos, Russell was saying things like, “You're gonna be around millionaires...”    Immediately, I my mind started thinking, “I Arrgh, 'm outclassed. I can't go perform in this game. There's no way…”   Finally, my wife was like, “Don't tell anybody that you're not a millionaire yet. Who needs to know?”    … and I felt like I had to hide.    BUT LET ME TELL YOU…   First of all, understand, that was the most absolutely wrong mentality that I could have taken, I just didn't know any different.    Second of all, I didn't understand that during those first few years, when I didn’t have influence or income, I was actually in one of the most powerful positions of my entire life. .    INFLUENCE & INCOME ONLINE   Looking around now, I see it a lot of people who (like me) have their own dreams... but as they start to pursue them, they look at the assets, the influence, and the authority of others ahead of them in the game, (and just like I did), they feel:    Disqualified   Unworthy   Outclassed    ...which is one of the reasons I really feel like I understand where the mind of a brand new beginner is -  because I walked the path and it sucks.   I felt VERY outclassed.    But if that’s how you’re feeling at the moment, I want you to understand that…   You don’t need to start with Influence and Income in order to get them.    … I certainly didn’t.   HOWEVER…   The good news is that there are a few simple plays that you can use to help successfully increase both your influence and income where you’re a beginner, or further down the road.   HOW TO BE INFLUENTIAL   So anyway, about eight months ago, I was asked to be a part of this project and because of how long the project took, (I'm not complaining at all, it's just the nature of the project), it took a long time to come to fruition…   … it takes a long time when you're working with the kind of people that are involved in this kind of project.    A lot of the BIG guys have launch calendars with their time planned out for months in advance.   I already have a launch calendar; I know exactly what I'm gonna be promoting in five months from now.    Another Example:   You may not know that the One Funnel Away, 30-Days Book was in the making for like six months, but no one knew…   It’s the same with some other projects that I can't talk to you about… ;-)    But…   The book that I was asked to be a part of, about eight months ago, is called Influence and Income Online…   And the prompt I was given for my chapter was:    What are some of the steps somebody should take to master influence and income online?   I do A LOT of coaching… (the One Funnel Away, Two Comma Club X, OfferLab, and OfferMind)… and *that* question actually comes up frequently.   DO YOU HAVE THIS FALSE BELIEF?   One of the most common false beliefs  out there is that:   “ Stephen, no one will buy from me because I don't have any following. I have no influence or no authority on the internet.”    And I got to tell you, ...that's just a completely false statement.    You have to understand that three and a half/ four years ago, no one knew who I was…   *NOBODY*   I haven’t even graduated from college when I went to that first FHL…    Then I started working for Russell... and still, nobody knew who I was for a little while.    And that's okay - that's a part of the game.    That’s why I tell everyone to ‘freakin’ publish’ - because it gives you instant authority.    So anyway, I wrote this super thick, incredibly juicy chapter to answer the question of how you get influence and income   I write for a lot of books now. I actually love writing.    You guys may not know, but I was actually the head editor of the yearbook in high school, and I got three Colorado State Awards for my layout designs.    I was NOT a writer, but I did a lot of layout design.    I've always liked writing about the topics that I like to write about, but I HATE writing about topics that I don't like.    Which might sound, “ Duh- obvious!” but I didn't do very well with papers in school because I was like, “I freaking hate this.”    But when I'm really passionate about the topic, I actually love to write.  If you’ve read my chapter for the 30-Days Book, I really enjoyed writing that, (and there are others in the works)...    Moving on…. Uh, *AWKWARD MOMENT*...     I can't tell you the other things coming up, but I can tell you about this!    THE INFLUENCE & INCOME ONLINE FORMULA   In Influence and Income Online, 30 Millennial Millionaires were asked to write a chapter … (a.k.a people who have done a million in their business, who are millennials).    Before anyone who's a baby boomer says, “What can you guys teach me?”   … the proof's in the pudding, man.     There is a formula to getting influence on the internet.    ...and that's what I talk about in my chapter:   I geek out about formulas, and it's because I don't like flash in the pan strategies.    About year and a half ago, I was asked to speak at an  event - I'm not throwing rocks, but the whole theme was strategies to help create HUGE authority in business.    And I think I offended a lot of people because I stood up and said:     “Hey, you know what's interesting about getting authority on the internet? It doesn't matter for a long time.    In fact, it has very little to do with your sales - FOREVER.    Don't focus on getting authority upfront, go focus on providing value. Go focus on providing a really cool solution to a problem and authority naturally comes.”   What I go through in my chapter is a formula - a very easy three steps that I just continue to rinse and repeat so that my authority (I feel weird saying that), increases.    I truly believe that if you just want to know the formulas that create influence and income on the internet, it's not that hard.   I call them axioms….    There are three separate axioms you can go through that enable you to harness some influence on the internet.        Some of them you can probably guess, but some of them you won't - so I'm excited about this chapter.    It's a legit book; it's NOT a pamphlet.    I wrote an actual pretty thick chapter there and I think you’ll really find what I put in there to be helpful.    One of the axioms is to publish but besides that…    What else do you do?    How else do you actually use what you have and the assets you've been given to your advantage?   ...what I share with you in that chapter are some of the reasons I've been able to do EVERYTHING I have in the past four short years.    I mean, I've only been gone from my job barely a year -  it's literally NOT even a year and a half yet as I record this.    *That's saying something*    There are hundreds of thousands of entrepreneurs who in the middle of their nine to five and doing things on the side…    What is it that's massive eyeball Steve Larsen did and figured out to kind of hack the game?    That's exactly what this chapter teaches you.    I had someone reach out and say, “Stephen, you give so much away in your podcast. Why should I ever buy any of your stuff?”    Well let me be very frank and clear with you; I’m NOT giving it ALL away on the podcast, but I’ve got really good crap, so the little bit that I do give away is still really awesome…   Sooo…   *GO GET THE BOOK*.    “Stephen, are you pressuring us?”        YEAH, YOU BETTER BELIEVE IT!    Dang straight, I am... because I know that this chapter can really, really help you implement what I share.    RAIDING THE COOKIE JAR   One of my favorite people to follow is David Goggins...   I LOOOVE David Goggins.    He's very tough to listen to, and he swears like crazy, so if words offend you, don't follow him.    One of the things he talks about in his ideology/ methodology is concept of ‘The Cookie Jar.’    The concept is that ‘anything that I go through in my life that’s tough is actually a cookie for the future.’    So when I'm about to go through something that's very challenging and intense, I will look back and go to my ‘cookie jar…’     You probably don't know, but I get actually really nervous when I'm about to get on stage, (it might shock you and surprise you to hear that).     I love it, it's where I want to be, but I still have a hard time. Steve killed Stephen, but sometimes, I'm just naturally Stephen:    How did I become somebody who's new?    How did I kill the old self and become/ craft and design somebody who's new?    The Three Axioms that I talk about in my chapter are literally the mechanisms that I use that helped me gain influence and then afterwards, income on the internet.    Sometimes you just gotta cut the mental crap and do the thing!   You've got to be willing to do things and NOT get paid for them for a little while, and that's okay.    The MASSIVE payouts come a little bit later.    ...but so many people are like, “Well, how is this gonna help me immediately?”    It may NOT for awhile - *SUCK IT UP*   Keep doing the things, and after a while, it's like that quote from The Titans, “just like Novocaine, works every time, just takes a little time,” whatever the quote is...    So I created a cookie jar, to remind me of the tough things I went through and when I'm about to go do things that are more challenging, I'm like “Oh man, just do it.”   GETTING OUT OF YOUR OWN WAY   In my content and coaching, I talk a lot about:    Strategies   Methodologies   Marketing    Launch campaigns   ...all those are great, but...    If you can't even do the stuff because there’s crap in your head that's holding you back - stop studying strategies.        It's time for you to sit back  and do a little bit of self-work and ask:      “Why am I so freaked out?        Is there some experience that I've had in my history that is keeping me from behaving as one who would get influence naturally?”      There's a lot of you out there that follow me, (and I appreciate you doing that), who are gonna sit back and say, “Stephen I know that strategy, I've heard you say that before...”    But if you’re your wallet's still thin you need to get introspective. This game has very little to do with what's the next method and strategy. I run the same five plays day after day... it's the same thing and it makes money.    But I had to do A LOT of self-work in order to actually qualify to pull off those methods, those frameworks, those patterns; those football plays, as I think of them.    So I'm excited for you guys to get this chapter.    And when you read it, some of you might be temped to discredit it. DON’T!    Instead of saying,“Yeah, right,”  ask:   What if there's a chance that these strategies could actually work for me?    They're NOT hard, but they're scary.    So I challenge you to go learn them, and while you confront them for the first time in your life, here's the challenge…    I want you to sit back and think to yourself, “What’s my knee jerk reaction right now?”    Because if it's anything other than, Whew, let's go get 'em,” what is it? That's important.    It shows you what the hangup is in your brain.    So when you look at these strategies, it's just like three things I just continue to do…    It's like five strategies marketing-wise,( acts of marketing), that I just keep continuing to do and our income is going up 10% a month - which is ridiculous growth.   I just do the same thing over and over again.     Here's a little moment of tough love because I care about you because you have all this negative talk.    It's this negative feedback loop and you're looking for reasons in your history that disqualify you from moving forward.  So go get the book on Amazon, and as you move through the chapter, write dow what comes up for you.   I've noticed that the entrepreneurs that actually make it and succeed in this game are very, very introspective.    It would probably shock most of you to realize that probably only half of the time the people who get up and share at  Russell's Inner Circle are talking about strategies, the rest of the time, we all go through our internal struggles...   We all go through it!    It's the negative crap in the head that we all have to get over   You understand?   HEAD JUNK    This is such a key thing that Russell Brunson actually hired a specific coach to help the inner circle with their own junk in their head.    Seriously, there is a dedicated coach who studied under the foot of Tony Robbins himself, she's amazing. She's super, super good. Her name is Mandy Keene - she’s incredible.    But you understand how big of a deal this is?    Russell's teaching the strategies but he's like, “I need somebody who's gonna come in and help work on their brains.”    He actually hired somebody while I was still working over there.    He hired a specific individual who is a master at helping people overcome the junk in their head.    What does that tell you?    If you've been focusing only and solely on these strategies, that's great to know them, but I was doing that too…    ...and after two years, I was on try number six of 17, I was doing the same thing.    I knew all these strategies, I knew how to run 'em, but the thing I was running into was my mental crap.    I hate saying the phrase mindset because it's such a fluffy, crappy phrase now, and we all use it in such weird ways.    “What's your mindset?”... and it goes to woo-woo land. I hate that crap, but there is something to it.    And if you've not taken a moment to sit back and go, “Okay, what is it that's actually keeping me back, because it's not the strategies?”    It’s no longer, “Oh I hope someone's gonna go make that tool.” That time and season are over.    All the tools, all the strategies, regardless of product, price point, industry, regardless of if you sell on the internet or off the internet, the crap is here:   The systems    The tools   The people   The processes   … all the stuff that you need is here.    I still don't know how to drive Facebook ads. I don't need to know.    I don't need to know how to be a coder.    I don't need to know how to do all the things that my content team does - I don't.    I don't know how to do most of the things that my business does.   … and that's important to realize and understand.    So what is my role?    It comes down to what I talk about in this chapter:   Influence   Income    Do you need influence to have income? No. Does it help? Yes.    Of course, it helps.    So where do you start if you have no influence?    What do you need to be doing if you have influence?   How do you generate income?    That is what my chapter goes through and that's what I'm excited to teach to you guys.    This is very, very important.    You have to understand, from my position, I have a very unique set of eyes. I've coached 25,000 people personally in this game now - that's not a joke..    Why do you think so many washout?    It has nothing to do with the models.    It's got nothing to do with how it should work for me.    “Stephen, my business is different.” NO!    It has everything to do with your ability to actually execute.    And when I say that, there are things that keep you held back…   Are you sprinting at executing the models?    If you're not, that's exactly what I'm talking about...    And if you are executing, there are things you can do to leverage your time, so you're not spending a ton of time gaining more influence.    You still get influence... but not with tons of your own time.    That's the point of the chapter.    And you're not just gonna hear it from me, you're gonna hear it from 29 other amazing gurus, like Josh Forti and James Smiley, who also answer the question:    How do you actually get influence and income online?    So I'm excited for you guys to have it. Swipe up, swipe down, wherever it is, above this video, down below this video, at the end of the video, and go get the chapter.    It's NOT expensive, but the information is very, very amazing.    How many new books do you think I get on a daily basis here?   It's at least three or four books a day. I buy a lot of information.   WHAT’S IT WORTH TO YOU?    This has actually happened multiple times, one of my friends, probably four or five years ago, said, “   “Stephen, how are you doing all of this thing on the internet?”    (This was right about the time I started actually having success for other clients.)    I said, “Dude, you've got to go get this book. It's called Expert Secrets, it's amazing.    And he goes to expertsecrets.com, and he's like, “This looks like it's a scammer man, I don't know. I don't think this is actually gonna be a thing. $7.95, I don't know if I'm willing to pay that for the book.”    And I was like, “What! You know me. What is wrong with you?”    About a month later, he reaches back out and he goes, “Dude, seriously, how are you doing this stuff?”    I said, “Go buy the book.”   He goes, “I went back there, dude. It looks like it's a scammer. I don't know, it's a scamming site. $7.95, I don't think I'm willing to part with that for a book.”    I was like: “You're not willing to risk $7.95 to have passive income that exceeds what your job pays you and all the expenses in your life? Don't buy the book. I disqualify you. Are you kidding me?”   And it ended that way, and he's still never bought the book.    I had other buddies that went and bought it and now they have these businesses that they left their jobs and they do it full-time. Now they've got teams…   So it's just so funny to me…   Buy the freaking book, it's a few bucks -  it's called Influence and Income - I'm excited for you to have the chapter.    Click the link at the end, go to the link that's at the end, swipe up, again get the book - this one's worth your time.    Hey, you want the worst marketing advice on the planet?    “If you build it, they will come.”    Barf! Such a lie.    You still need to get attention, no matter how good your product is, right.    A major benefit of this funnel and offer game is your influence and income will grow over time.    So more time in, more offers, more funnels - they all add to the future success of the product.    But what about in the meantime?    In my personal belief, seeking influence for the sake of it, for the sake of just becoming an authority figure, it's kind of dumb and I make fun of it.    But once you have a product that you know adds value, you owe it to your future customers to create buzz.    If you want to see three simple moves I make over and over and over to increase my personal reach and influence; I just wrote a chapter in a new book on Amazon called Influence and Income.    Literally, go to influenceandincome.online and it'll take you straight there.    Recently a man walked up to me after an event and basically said:  “Stephen, not to make you feel weird but a year ago, if you'd have been a little bit louder with what you really do and found ways to push your message further, I don't think I'd be in the mess I'm in right now.”    OUCH!    Guys, learn how to increase your influence for good and check out my new chapter in the book Influence and Income by literally going to influenceandincome.online now.Advertising Inquiries: https://redcircle.com/brands
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Jul 2, 2019 • 27min

SFR 256: How I 'Earn' The Chapter...

This is the process I went through to write my chapter for the new Affiliate BootCamp book...   I actually didn't know that writing books would be part of the journey, but I’m here to document my journey, so I have to tell you that…    When you start publishing a lot, people start to ask you to publish in other fashions as well   … so, quite unexpectedly,  I've found myself writing A LOT of guest chapters in some REALLY cool books.   So today, I want to show the process of how I write chapters for books.    ..honestly, I NEVER thought I’d be giving book writing advice ;-)   BOOK WRITING ADVICE, LARSEN STYLEE   Now, some of you guys may have seen this in the past, but you might get new insights on:   How I write chapters   Why I do write chapters in the way I do.    https://media.giphy.com/media/SRlH6uLa5zI3FPBaLK/giphy.gif   The chapter that I’m gonna show you is for Russell Brunson's New Affiliate Bootcamp Program - which comes with a book.   Russell had a ton of us write an answer to the question:   How do you become a ClickFunnels Super Affiliate and make enough money that you can do kinda what you want to in 100 days?   I was like, "Oh, that's a sweet prompt."    I spent most of Christmas writing it…   I think you’ll enjoy seeing the process  I use... 'cos I don't write crap, and it takes A LOT for me to write how I do.   In fact, some people have reached out saying things like, "Stephen, you could do it faster than that!"    I'm like, "Yeah maybe, but it might be way less cool!"    WHY I LOVE AFFILIATE   My first big money came from affiliate marketing   I wanted to build a team and products when I was working at ClickFunnels, but I didn't have discretionary income or time…   Working at ClickFunnels is not a 9-to-5 job -  it's way more than that.    I was like, "How can I crap done when I still have an actual job?”    So I started droppin' out these cool little affiliate promos, and I'd make money, but I wouldn't take the money as profit…    I never take money from affiliate marketing as profit.    I'd go in and dump it back into hiring a team or getting a piece of a product done…   I remember the first time I hired a coder to go in and code the first version of the blog for Sales Funnel Radio…   I ALWAYS used affiliate cash to build my business it was NEVER my own money.    I don't ever use affiliate cash for profit, it's ALWAYS an accelerant to do expensive projects I've been waiting to do.    So I want to share with you what I've been doing.    So check this out…   I relaxed the first few days for Christmas, and then after that, I was like, "I have got to work,” like, I can't not work.    It's the same method and pattern that I use to write my own book, to come up with stuff for the 30-Days chapter that I wrote.    METHOD IN MAY MADNESS?   First of all...    I start with the main image that kinda represents EVERYTHING right from the top, and I set that at the top.    (For 30-Days, I didn't draw a picture, it actually would have been easier to write.)   Down the left side, I write all the major topics of what should actually be in the book.    Shooting off to the right is every one of the deep-dive strategies.   Next, I think through those four major topics down the side, and just start dumping in topics with legal pieces of paper:   "Oh yeah, let's talk about that. Hmmm,  that's about that. So is this, so is this, so is this…."    I make a big stack of yellow pad papers, organize them, and take out any of them that don't make sense.    … so it's a BIG process.    I don't write crap.    Then what I do from there is, go week by week and write it on my whiteboard.    I wrote out it wants you to do it in 100 days, well 100 days is 14 weeks, so I said, "Well, this is what I'd do week by week."  It's an aggressive plan, but it's very similar to what I've actually pulled off.   I almost felt like I was documenting - it's not so much theory because it’s what I actually did...    And I did most of it while working aggressively for somebody else -  so you guys can totally do this as well - it's the reason I wrote it that way...    So I went through week by week…   We have the 'Who' in 'Wealth' - I'm gonna help you guys figure out where the 'who' is.    Then I'll help you guys choose what kind of ClickFunnels product to promote, 'cos NOT all of them are created equal, NOT all of them create the best ClickFunnels user either.    I literally went through week by week saying,  “This is what I'd do.”    What's fascinating to me, is that nowadays I feel like people forget... like, they build the funnel, they get the traffic, but then after that…   It's almost like we've forgotten or neglected what campaigns are.   It’s interesting that guys like Bill Glazer and Frank Kern talk about campaigns.    Frank Kern just came out with a campaign-based book to teach this stuff -  I wonder if they've noticed the same things that I have?.    I was careful to NOT just teach:   Here's the product    Here's where you get traffic   Here's where I turn ads on   … it's NOT that kinda stuff at all.    It assumes you have NO following   It assumes you have NO money for ads   … it’s basically a launch campaign and an evergreen campaign that will keep this going -  and that's what's so cool and super unique about this.   It’s leveraging the actual content that ClickFunnels has already created and proved works really, really well.   It's a blend between what you see Russell and ClickFunnels doing, mixed with what I would do.    So it's really cool, it's a HUGE shortcut to the whole game - I'm really pumped about it.    FINDING YOUR ‘WHO’?   The whole thing's start out by finding a money-prone 'who'.    Think about this for a second…    If you go to the actual homepage of clickfunnels.com - on the right side, they’ve got this cool new onboarding sequence for different industries, which asks if you’re:   Agency / Freelancer   Information Products   E-Commerce   Coaching / Consulting   Network Marketing   Local Small Business   B2B Lead Generation   Blogging / Affiliate   Non-Profits   Just Getting Started   So you can choose, "Hey, I'm an agency/ freelancer/  e-com/ B2B,” or whatever…    What I did, (and this might make some people feel a little uncomfortable or a little bit weird), but…    I went through each of the10 categories and crossed off the ones that I would NOT try to sell ClickFunnels to.    Yeah, I know, and it's not to make anyone mad, and I'm not saying you can't, but remember the prompt is, “How would I retire in 100 days - just selling ClickFunnels accounts,” and this is an intense prompt because obviously…    Not all industries are created equal   Not all industries are ready to buy   Not all industries are the easiest shortest distance of sale to actually get someone to buy ClickFunnels.    For example:   # B2B - I love selling people the B2B space, but sometimes there's a longer length of the sales -  just 'cos the deal and who you're dealing with - it can take a little bit longer to negotiate higher-ticket things.    But I need 100 people, so I don't know if I'd go for the B2B space if I was going to do it in just 100 days. I'm NOT saying you can’t do it -  I do sell to that space, and I do sell ClickFunnels to those spaces as well, but not in that time frame.   # Network marketing  - sorry but that's NOT an area that I would go to because the cash flow for so long is not big enough to justify a $97-a-month thing, (even though 97 bucks a month is nothing compared to what ClickFunnels actually does).    There are several categories that would be, "WHAT! WHAT! WHAT!” to that price point...    I don't want that kinda person.    So at the beginning of the first week or two, I'm helping you figure out the 'who' that is money-prone enough…    (... their numbers that they deal with are big enough in their industry, and the sales come frequently enough)   ... so that it’s easy for them to justify a $97/ 297-a-month subscription to ClickFunnels.    After that, I help you come up with a unique offer.    So think about this scenario…   YOU’RE UNIQUE OFFER    If somebody's gonna buy something like Funnel Hacks, or Funnel Builder Secrets, or if I'm a ClickFunnels affiliate selling ClickFunnels to a specific 'who' they need to be:    Money-prone   Have cash frequency  Enough cash coming in to  justify their purchase of ClickFunnels from me easily   Hit all those buttons and... it's a short distance to the sale.    Russell writes scripts to break and rebuild beliefs, but he can't break and rebuild all their false beliefs.    So what if I was just to pull out the false beliefs he didn't solve; solve them with my own products... and then give that away as a bonus when they buy through my link.   So that's part of what weeks two/ three/ four talk about, and I'll tell you how to do that as well.    Weeks five/ six/ seven/ eight, we start getting into more campaigns, and of course, I'm gonna talk about publishing a little bit in the chapter I wrote...    Publishing is a way of leveraging to get a list fast - so that you go and actually sell your dream customers ClickFunnels/ Funnel Hacks (or whatever)… and then give away your bonus when people buy through you.    I would not ever sell ClickFunnels straight out - ClickFunnels doesn’t even do that.    I'm sure some other affiliates would disagree with me on that, and that's totally fine. It's just, for my personal strategy, I just wouldn't. I never want to spend money without the immediate chance to reclaim the cash.    ...so because of that, I wanna promote a ClickFunnels product that cookies them, so they can get ClickFunnels from my affiliate link afterward.    Does that make sense?    ...if this sounds Greek or whatever, you guys are gonna learn more about this in the actual chapter itself.    SELF PUBLISHING YOUR WAY TO CASH   I never put a dollar of my own in my businesses ever.    How?    Well, that's what you learn in my chapter as too ;-)   I'm gonna suggest that you build a summit.   I'm gonna suggest that you build your own challenge   ... but it's NOT challenging.    The way I do it is to actually leverage what's already existing inside ClickFunnels.    I've never written anything like this plan before... and I haven't seen anyone else do that either.    MY SHAMELESS PITCH   What I have for you now, is a special offer - check this out...    It's gonna be a very light pitch, this is super easy to get, it's not an expensive thing at all…    But I want to do is bribe you to go get the New Affiliate Bootcamp through my link.   I'll share with what you're gonna get - 'cos it's really powerful stuff…   The first thing you're gonna get when you buy the New Affiliate Bootcamp through my link…    Go to makeaffiliatesgreatagain.com -  Thank you, Trump!)   … the first thing you're gonna see is a page that says, "Here's what you're gonna get from Russell…   *A TON OF VALUE*   But then as you scroll down the page you’ll see…   “Here's what Stephen gonna give you," and this is the offer that's on the page…    So the first thing you're gonna get is:   BONUS #1:    I'm actually gonna give you guys the Make Affiliates Great Again Share Funnel.    I pay A LOT of money for my team to go build those things, and I'm gonna give you guys that share funnel for FREE.   All you have to do is sign up and Russell will say, "Hey, thanks for signing up for the free summit - you should join The One Funnel Away Challenge, so you can learn to set up all your affiliate stuff."    (You don’t just sign up for the Affiliate Bootcamp - you have to *actually go purchase* The One Funnel Away Challenge through my affiliate link…   https://media.giphy.com/media/fAoIpBeHpqsR9gMIUT/giphy.gif   ...then you get ALL these bonuses - which are super powerful.    The next thing I'm gonna give you is…   BONUS #2:    My Affiliate Bootcamp audio chapter.    It’s a BIG chapter   I spent most of Christmas writing that thing, and it's a HUGE.   It took a long time to write that chapter.    Read out loud, it's about an hour and 10 minutes!    I loved writing the 30-Days chapter, but this one was even more near and dear to my heart because affiliate is where my first dollar came from.    What you’re learning in that chapter are true-and-tried principles.    The reason why the audio chapter's cool is 'cos I give a lotta extra things that I couldn’t fit in the written chapter.    There’s a lotta extra side commentary in there - it goes a little bit deeper and explains a few things more.    I did get a few people who reached out and say, "Stephen, that was an intense chapter..."    So, I was like, "I know, let me explain some more in the audiobook..." So that's why I did that, and it's already ready for you -  it's awesome.    All these things are ready for you immediately.    Anyway, the next thing I wanted to give you is   BONUS #3:   The internal strategy video that I sent to my team - it wasn’t meant for anyone else.    I sent it to my funnel builder team to teach them what we're about to build, and so it's pretty awesome.   I take my whiteboard and I draw out the funnel on camera to teach my team the funnel and what we're gonna do…   Here's the follow-up    Here's the messaging   Take these elements from these pages and go put 'em over here, and take 'em from that spot and put them over there.   I was never planning on this being part of the bonus, but I thought, "How cool would that be if you could actually see a little bit behind-the-scenes of how I actually do it?"    … so you’re gonna get that as well.    It's a strategy video for my funnel team, but I'm actually just gonna go toss it out for you, so you can have it as well.   I think it'll be really powerful for you to see how I actually handle all the funnel builds, and I'm gonna give you the chance to do that, a-right now - just go to makeaffiliatesgreatagain.com, and sign up there.    The next thing I'm gonna give you… BONUS #4:   I get asked to speak a lot -  at the time of filming and recording this, it's June, and I spoke every single week the whole month of May.    I speak a lot now, and I'm really, really pumped about all the cool things coming down…   So I thought it’d be cool to give you some of my favorite speeches.   It depends on the scenario, but most of the time I don't charge to speak - I'd rather sell while I'm there.    So sometimes what I'll do is I'll say, "Hey, I’ll come speak if you give me the video of my speech afterward."  It's not all the speeches I've ever given, but some choice ones that I've really loved doing, (especially of late), that we're just really on point, and gave people a lot of clarity.    Some of the most famous little quips that I've come up with are in those speeches - and that's where I actually discovered a lot of them.    So there’s some major behind-the-scenes funnel-ology in these speeches.    I'm gonna give you the Funnel Hacking Live speech that I just gave - which is really cool.    There's a little mini-speech I gave in 2018, we have that as well. It's a small little cut, it's pretty powerful stuff.   Then Dream100 Con - I love Dana Derricks, he's a beast, he's the man - anyway I spoke at his Dream100 Con and teaching my Dream100 strategy.   … see all those boxes at the back of my office?   I'm not a slob... we do what I tell you to do, we're doing it right now.    That's what this stuff's for -  that's what Coulton's been doing right over here...   Literally right before I turned this video on, that's what he was doing with all these boxes over here.    So…   What is my Dream 100 Strategy?   How do we actually implement it?    Well, I gave that whole speech and full strategy at Dream100 Con... and you guys get access to that speech.   Dana is also comin' to speak at OfferMind, which I would love to have you guys come too.    VIPs almost sold out, by the way, so go getcha ticket - we are super excited about that whole thing.    Actually, I'm pretty sure, actually, I'm not allowed to say the next name. Hold it please! (anyway, back to speeches ;-))   Billion Dollar Body - I absolutely love Amanda and Nicholas Bayerle - such an awesome couple, a model couple in my opinion. Super, super cool, down to earth.    They have a very high-ticket group, and they asked to come in and speak in a high-mountain cabin, and you get that speech as well.    It's a two-hour deep-dive on market selection - pretty awesome stuff.    And then, the last one that you get, as of right now, (I'm gonna keep adding as I go, 'cos I wanna collection of all the cool stage speeches I've done).    But anyway, some of you guys might know Alison Prince. She is so cool - one of my favorites.     She was at one of the original FHAT events that I was teaching and her business exploded after that - so fun, so fun.    I’ve had a chance to work with her quite a bit, and anyways I have mad respect for her. She's helped me personally a lot.   Anyways, I got a chance to speak at her Clan Con event, and I love the speech that I gave there, “Holy crap.”    (That was the one where I had food poisoning in the hotel the night before)   All the speeches are available for you immediately.    Now, once I teach you guys how to actually do this affiliate game and my strategy behind it, (which is the point of the chapter)...    How do you actually launch your offer?    BONUS #5:   I've included a handful of the videos I've used to launch the affiliate offers in the past.    I don't consider myself a professional affiliate at all.    BUT…   I've been number one several times    I've placed amongst the top affiliates in others    I've swooped in at the last second, (with hardly any list), and placed in the top 10.    I definitely have a repertoire for the affiliate game, which is hilarious, 'cos I don't consider myself a professional affiliate at all.    So you're gonna find out...   How I launch my affiliate offers    You are gonna see me doing MORE what my chapters' teaching - cos like it's a freakin' sexy offer, right?    You get ALL this for FREE if you just sign up…   HERE’S HOW TO GET THIS OFFER!  Go to Make Affiliates Great Again, and click 'sign up.'    It'll take you over to Affiliate Bootcamp to sign up for the summit.    Next Russell's gonna say, "Cool, now that you're in the summit, the next thing you should do is join The One Funnel Away challenge."    If you sign up for that challenge, you will get all these things that I’m talking about for FREE.    Last up…   BONUS #6:    I'm gonna give you guys a discount on your ticket for OfferMind.    OfferMind was free last year, it's NOT free this year.    There's a full blog post  teaching why I used that strategy… and why OfferMind will NEVER be free again...   This year, there are ONLY a thousand seats, I'm super psyched about this...    Russell's gonna keynote   Dana Derricks     Alex Charfen   Myron Golden   I'm very, very pumped about it.    So *YOU* get a discounted ticket to OfferMInd as well!    Can I overdeliver? Is there anything else I can give you that's really freakin' cool?    I want this to be talkable - I mean, this is a HUGE offer, it's ridiculous!   BONUS #7:   IA Five-Day Mini-Course when you opt-in you’ll get a brief crash course on how I actually play this game, and why I believe I was asked to write the chapter...   ... 'cos again, I don't consider myself to be a professional affiliate -   So why are they asking me?     (it's free - you don't even have to buy  anything at this point)    The Mini-Course teaches you, some of my top tips on affiliate marketing:   How I'm doing it   Why we've done it   Why it's worked so well    Why everyone's freaking out about it.   I'm really, really pumped for you to have it…   THE CLASSIC STACK MOMENT   Here we go. Ready! Oh, baby...   Here's what you're gonna get:    First, you're gonna get the Make Affiliates Great Again Share Funnel - just download it. I paid my team to build it so that you can have it for free... Value: a ton, (10,000 bucks).    My Affiliate Bootcamp Audio Chapter -  I spent 70 minutes going a little bit deeper on that chapter, so you can get more detail on pieces that were a little bit rough to understand.    MyFunnel Team Strategy Video - this is the video that was just meant for them, so you can see the flow of how I build everything - super powerful!   My Favorite Speeches - Funnel Hacking Live, Dream100, Billion Dollar Body, Clan Con.    My Affiliate Offer Launch Videos -  I'm gonna toss in a handful of the videos I've used to launch what I'm talking about in that chapter.    A Discount OfferMind Ticket - Russell Brunson is keynoting! You‘ll need to redeem this quickly to make sure you go actually get a place because we’re running out of VIP spaces and it's gonna get full.   MY Make Affiliates Great Again 5 -Day Mini-course  All you gotta do is go to makeaffiliatesgreatagain.com, and sign up before the NEXT One Funnel Away Challenge….    Here’s how...   Go to makeaffiliatesgreatagain.com and it’ll forward you a page where you’ll see ALL the offers. Click ‘opt-in’ and put in your email address (so that this five-day series can go to you).   Next, you’ll be forwarded  to the Affiliate Bootcamp to sign up    Once you sign up at Affiliate Bootcamp, on the Russell on the next page is gonna be like, "Hey, now that you're in the summit, go sign up for The One Funnel Away Challenge."    If you do that, you get this CRAZY offer from me - you get all the things I'm talking about right now.    That's a lot of stuff right there.    Just for people to be the room for the Billion Dollar Body Speech was 18 grand.   I don't wanna misquote prices, but these were NOT cheap - just for the speeches.   So anyway, just go to makeaffiliatesgreatagain.com,   If you sign up for The One Funnel Away Challenge, you get all this…   To be super clear on this….    The One Funnel Away Challenge costs $100     get…   The Challenge   Russell’s Offer   + My bonus OFFER.    Is it OK if I overdeliver - is that all right?     Haha - awesome episode, right!    Hey, bear with me for just a moment while I tell you about makeaffiliatesgreatagain.com.   Probably one of the most fragile phases of being an entrepreneur is that tender spot where you have just enough cash coming in to get excited, but expenses also increase a little while you take on new tools and new systems, new teams.   It can be heart pounding, and frankly, nerve-wracking.   Well, one of the ways I've kept ownership of my companies and NEVER picked up any debt or used any of our family finances to grow the business, was through affiliate marketing.   My first dollar online actually came from affiliate marketing, ONLY a few years ago.   So I often get asked the question:   “Steve, how can you have been bootstrapping this and scraping by so hard just a few years ago, but now have a business that makes millions in revenue?”   … that's a fair question.   So besides having kick butt products, when I've needed to get some extra cash for an expensive project, I have a very specific method of affiliate marketing that gets me paid to sell other people's products.   You wanna see how I do it? Just go to makeaffiliatesgreatagain.com.   ClickFunnels actually wants to know how I've been doing this as well…   So I just wrote a chapter in ClickFunnels new book called Affiliate Bootcamp... and if you wanna see my chapter, and be shown how I treat affiliate cash in my business…   …. just go to makeaffiliatesgreatagain.com    You'll get a bunch of other cool stuff from me - like, the actual Make Affiliates Great Again Funnel…   The one you're gonna see there - it’s pre-built - it’s awesome - and you can download it.   You also get my audio chapter on how I create affiliate offers. You get the actual video of me training my team on how to build Make Affiliates Great Again - it's crazy valuable.   Plus you also get several my other stage speeches.   How I launched my affiliate offers…   And you'll even get a discount ticket to OfferMind… + the Make Affiliates Great Again Mini-Course…   Is it okay if I over deliver???   If you want ALL that for free... plus other things, literally just sign up at makeaffiliatesgreatagain.com... and then, sign up for the New Affiliate Bootcamp through my affiliate link. Go figure.   My friends, get rich, give back. Advertising Inquiries: https://redcircle.com/brands
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Jun 25, 2019 • 23min

SFR 254: My Dream Customer Criteria...

Today, I wanna share some of the criteria that I personally use to choose my Dream Customer.    I have an actual list that I go through to find my Dream Customer. Knowing my ‘WHO’ helps me on multiple levels so that I can:   Create the sales message   Serve the right customer for my business     Choose the dream customer for my personality    Now, when you think about the phases of this whole game, it goes like this:    I pick my market -  a red ocean market.   I choose a dream customer inside that market.   I choose a core problem that my dream customer is experiencing.    I choose the core solution.   I turn that core solution into an offer.    The actual launch/ or campaigns in general - which includes funnel building, content creation and a bunch of methods like that.    ...that's a lot of steps, but I've gotten really good at making each of those steps crazy simple.    And those are the six steps I use to get things out the door.     Its kinda like if someone was asking, "Hey, can we make building cars more simple?" Yes, they're still complicated, but the building of them can be simple.    You see what I'm saying?    There's a lot to what we do in this game, but it doesn't need to be complicated, per se.    FINDING YOUR DREAM CUSTOMER   So I wanna share a few of the criteria I use to find my Dream Customer… and WHY it’s sooo important to me!   I didn’t ALWAYS have these criteria…(and it kinda made me broke and miserable)...    In fact, this is a pretty recent list... and I've gotten clearer as I’ve gone along…     Let me tell you a story…   MY MONEY BARRIERS   Back when I was doing door-to-door sales, I'd wake up excited… I'd literally run from door-to-door just get more doors in for the day.    I would knock on doors and sell ANYBODY who had the cash to pay.   If somebody said, "Here's my credit card," you’d just take it.    BUT…    there are some major drawbacks to that kind of a thing - HUGE drawbacks.    In fact, I'll tell ya, I was soooo scared… (a little bit chicken even 😉 )   I had a lot of money barriers that I hadn't overcome at that time.    Six years ago, I was doing door-to-door sales...    We’d drive around in these areas, (selling pest control), basically tryna see spots that would be the easy laydown sales... and they would spend a lot of money.    We'd drive around, and look at these different areas...  I remember, there was this particular area…   I don't wanna offend anybody when I say this, (you have to understand, from my perspective as a door-to-door sales guy)...   ... but I’d be like, "I don't know that these people are gonna have cash to buy pest control - Pest control may not be the biggest thing on their to-do list right now.”    … we weren’t judging, but that was the reality.    Then we'd drive through these really rich, affluent neighborhoods, and we'd be like, "Man, these guys would spend a ton of money on pest control. Holy crap! So cool"    But I had so many money fears that I would not go to the affluent areas.   Instead, I’d go to these areas where I’d sell cheaper contracts... 'cause I was cheap in my head.    I would sell cheaper contracts and I would sell cheap… and it was on purpose - I’d literally seek out kind of low-income housing areas.    Now there's a BIG lesson in this…   STAYING BROKE   So here’s what happened…   I sold A LOT of pest control… 'cause I was able to give the first treatment for free, and then say, “...it's only this much per month.”    I was literally fighting and competing on price.    The first half of the summer I did really well…   The second half I started learning what the internet was... and it kinda messed me up, and I lost all my focus.    But I still did a lot of sales...    The way a lot of these door-to-door companies work is that you get paid four months after the summer's over...    'Cause they wanna make sure that the accounts just aren't gonna fall out or whatever.    Which makes sense, right, from the business side/cash flow side of things…    Anyway, the day came, and I get a message saying, "Your check's on the way,"  so I run to the mailbox excited.     I’d worked the whole summer, and we were super pumped about it.    “This is gonna be the check that save us.”    This is gonna be the check that's gonna give us security for the next two semesters of college.     But when I opened up the check, I was like, "This can't be right. Are you serious?"    There was ONLY $1100.    I was like, "Are you kidding me? There's gotta be some mistake here. I worked a whole freaking summer and I only have $1100?"    I have chills right now thinking about it -  it freaked me out so bad, 'cause I realized that the sprint we were living in gonna keep going.    After I settled down, I called my boss, and I called my buddy... and said, "Hey, what happened?"    And he goes…    "Dude, you only knocked at the poor neighborhoods, Stephen.    You got a lot of contracts really fast, but when it came time for that second and third rebill, EVERYONE canceled…    So you only got a little bit of money up front for getting the contract…    I had spent the majority of the summer knocking poor neighborhoods, and in the end, I had nothing to show for it…    … because almost ALL of them canceled.    And again, no judging, but think about that...    A lot of these other people who’d only knocked rich neighborhoods, (this is a big lesson, and it slapped me on the face so hard)...    ...had waaay less sales, but A LOT more money.    *A LOT MORE MONEY*   There's a HUGE powerful lesson here…    And I started realizing that:   Just because somebody has the cash does NOT mean they’re your dream customer.   I’M NOT CHEAP   So now, I wanna share some of the criteria that’ll help you recognize your Dream Customer…   And usually, it means is saying ‘NO’ to other people.    In fact, I was on a cruise ship, and there were some people who were mad at me for NOT having really cheap products right now.    My stuff’s kind of expensive right now...    So when people ask, "Hey Stephen, what can I buy from you?"  I don’t have those cheaper things in my value ladder right now… there certainly will be cheaper products…    But right now…   I’m NOT focusing on my:   ‘Could be customer…’   ‘Hey, they have the money customer.’    *I’M FOCUSING ON MY DREAM CUSTOMER*   … when I said that,  people got really offended!  They're like, "So am I not your dream customer?"     …. I said, "Well, probably not," and that's okay…   ... but they didn’t like that!   THIS CAN CHANGE YOUR LIFE!   I want you to understand why this list I'm sharing is such a BIG deal!   It's NOT a list that I just drew out!  A lot of very painful experiences led me to this…    For example, that door-to-door experience 😬    Honestly, a lot of stuff that I have launched recently, has come from me saying ‘NO!’ to a lot of people.   Again, you have to understand from my standpoint, I'm proving out the idea and making sure that we have awesome results - which we do!    Which is why you'll start to see a lot more cheaper products coming out soon.     I'm proving out the core of the value ladder - (i.e. something that's mid-price or more expensive)...   ….I'm doing exactly what I tell you guys to do.    Then I'll go do the cheap stuff, right… but I don't have time for that yet.   THE WRONG WHO    At the beginning of last year, when I left ClickFunnels, I was selling the wrong who…   I was selling to the wrong customer.    It wasn't a dream customer -  it was a ‘could be’ customer. It was the customer that had cash…   Within three months, I hated waking up.    I’d wake up and I'd be like, "Aw, I gotta go serve these people… they’ve paid, so I have to fulfill…”    But it was terrible - they didn't do have the stuff I was telling them to do.    Sooo…    All I did was change ‘the who,” NOT the product… and all ships rose.    When the customers came in they were not just better, success stories went up 'cause they were just doing it.    I didn't change the product.    THE SCIENCE OF SELLING ONLINE   Someone in my Facebook group asked the question: (by the way, if you're not in the group you can totally join us @thescienceofselling.online)...     "Stephen, I have my customer, I have my product, I have my sales message, I have my offer and we've got great traffic coming on in, and tons of people are seeing my order page. Why do you think they're not buying?"    Right of the bat, I said:   “It’s waaay easier to change your customer, (the person who's hearing your sales message), than it is to go change the sales message, the offer, and the funnel."   At the beginning of last year, I made a few tweaks to the sales message, but really I just changed who was hearing it....    We just changed the ‘WHO,’ ...and suddenly, the whole business exploded.    WHO SHOULD I SELL TO? So I've gone from selling door-to-door..    ...which really helped me understand that I should sell to people who:   Have Money   Are Willing    Are Able    Have Money    I know that I wanna sell to those that are willing and able, but I wager that there's one more criteria though…   And that is, people who are:     Willing + Able + A Dream = My Ideal Customer   … those are the three categories that I look for now.    I don't just look for willing and able anymore... now it's willing, able and a dream customer.    So this is how I came up with the criteria for my dream customer…   I'm setting this up, so that when you see the checklist, you to value it for what it really is and how powerful it is...     ...and the journey it's taken me to EVEN get clarity on this... ('cause, it's been a lot).   I've had to go through a ton of personal failures in order to create this list.    You'll notice that A LOT of these things on the list have very little to do with demographics and very little to do with interests…   But they do have a lot to do with psychographics…     ...meaning the way the customer thinks.   Psychographics are way more important than demographics in terms of creating my dream customer.    I don't really care about demographics, I want psychographics.   How does my customer they think in terms of creating the dream component of willing, able, and dream?    There's a more in-depth, far more applicable version of this that I do at my OfferLab event.    OfferMind will definitely talk about it a little bit, but anyway…   But this is My Personal ‘WHO’ Dream Customer Criteria.    MY DREAM CUSTOMER INGREDIENTS   INGREDIENT #1:    I want my Dream Customer to be able to buy.    My Dream Customer is somebody who buys and uses red ocean products, (especially from the category king).    So think about that…    I want them to be a current purchaser.    Eugene Schwartz - copywriting, advertising rockstar that he was, says that there are three types of traffic…   Hot traffic   Warm traffic   Cold traffic    I also wager that there's one more…  I don't just wanna sell hot traffic...   By definition, hot traffic is somebody who's ONLY problem aware and solution aware…    *THAT’S NOT ENOUGH FOR ME*   I want one more level -  it's ‘The Dream Phase.’    I want someone who's problem aware, solution aware and a buyer.    You don't have to be hot traffic and be a buyer by Schwartz’s definition. I feel like I'm walking on coals, fighting the great Eugene Schwartz while I'm saying that…    But understand, it's actually NOT enough for the way I chose my who…    I only want those who are problem aware, solution aware and a dream… and so for them to be a dream, they need to be a buyer.    I want them to be an active purchaser of red ocean products.    Case in point…   Let's say I'm selling the Crossfit community, and I'm telling them about ketones.    Well, it's gonna be really weird if I'm selling the Crossfit community, and I'm selling somebody who's NEVER actually purchased or paid for ANYTHING for Crossfit…   You see what I'm saying?    I want them to be a buyer of that red ocean stuff… that also tells me that they're NOT a freeloader.    INGREDIENT #2: I want my Dream Customer to already be conscious of their pain.    There's a lot of old-school copywriting courses and marketing courses that teach that you need to spend time talking about their problem - so that it brings room in for your solution.    *I HATE THAT*    The reason I hate that is that, I have to create the problem.    (...and I'm not fighting it. I just think it's a harder customer.)    If the problem that I'm solving isn't BIG enough, so that when they see my solution, they're like, "Oh my gosh, finally, I've been waiting for this!"    … that tells me right out the bat, I don't want that kinda person.    It means I have to educate them on the problem, NOT just my solution - that sucks, okay.    I want someone who is currently conscious of their problems and their pain already.    … this also means that they're in a state to react to my sales letter.    INGREDIENT #3:     I want my Dream Customer to have bought the red ocean products, but still, be feeling hopeful.    I want them currently in a state where they feel abandoned, forgotten, almost betrayed.    Meaning, they went in and they purchased, "I'm gonna do CrossFit!"    ...and they're doing it, and then suddenly, they're painfully conscious of the lack of results…   They're like, “Man, I was so hopeful. I was really hoping that would be the one."    Well, that tells me that they're a really passionate individual and naturally hopeful.    I want that...    There might be parts of my product that I'm launching that may not serve them the way I really want it to, and I’ll need a little bit of time to go in and make some tweaks - so it will serve them.   Somebody who's naturally hopeful will appreciate that… versus a natural skeptic.    I don't want the skeptics in my programs - they fight me on EVERYTHING. I try actively to keep them out.    Understand, my sales funnels are NOT just to sell people, they're also to keep people out …   ...which is why I'm very forward on who my stuff is for … and why I'm walking through this!   INGREDIENT #4:     I don't my Dream Customer to play 20 questions with me or my support.    They need to know value when they see it and buy on their own without me hand holding them.    This is such a BIG deal because the way that I bring somebody to my product and the way they are brought in effects their success…   The manner that a customer enters my product often dictates how well they do after the purchase.    So if I have to beg them to purchase, I will, by default, usually have to beg them to do stuff with it afterward…   ... so I wanna set precedents ahead of time.    I've already answered 99.9999% of ALL the questions people are gonna ask - so if I've already answered all those questions…    I don't need them to keep playing 20 questions…I need them to be doing what I'm telling them to do.    Just do it, right!    I’m NOT gonna beg them by saying,  "No no, it really is awesome..."    There's a reason why when someone Facebooks me questions about my product, I don't answer. I really don't…    Someone will reach out and say, "Hey Stephen, how do I do x, y, and z? Is this really the product fit for me?" ...and I'm like, "Probably not.    Looks like my funnel didn't pick you up, so you may not be a good fit."     …. they're like, "What?" ...and it freaks them out.    They're like, "You're firing me?" and I'm like, "Yeah."    I can do that as a seller... and so can you.    I wanna go and make sure that they're NOT gonna play 20 questions… which doesn’t  mean that I won't serve them...    It just tells me about their mentality, and what I'm gonna be doing post-purchase with them.   I want natural action takers.    INGREDIENT #5:    I want my Dream Customer to already have some level of success.    I don't care what it is…    I don't care if they're an ice-skater who won some cool thing, whatever…    It tells me a lot about their mentality.    They're more likely to succeed at my products when they've succeeded with something else in their life.    If I am the first level of measurable successes they've felt in their life then that’s an issue…    I'm NOT just gonna be a product coach on what I've told them I will help them do and the outcomes I have promised them... I will become a life coach…    Most people don't like my life coaching methods   ... which have a lot to do with me saying things like, "Sack up and just do it."     A lot of people are gonna have a hard time with that.    So, I want them to already have some level of success, 'cause there's a mental toughness that they've developed already.    INGREDIENT #6:   I want my Dream Customer to consume market content regularly.    Q: Why would I want that?    A: 'Cause it means that they're gonna be likely to consume my content    Next on here…   I want them to have experienced a previous identity shift   Every purchase that we make in this life includes an identity shift...   That's pretty profound… (...is it weird to call your own thing profound? 😂)   Every purchase that you make also includes an identity shift.   I want them to have participated in a red ocean identity.    I want them to have walked in and put on a t-shirt that says ‘Crossfitter,’ own it, and tell people about it.    The reason why is because they're more likely…. when they realize that their method... (I'm not throwing rocks at CrossFit, I chose that as a random example)...    But let's say that they went in and they put on this identity as a ‘CrossFitter…’   I want them to own that identity.     “I am a ------- (fill in the blank)!”...is a very powerful statement to finish in your own psyche.    ...and so I want them to have done that.   Once they’ve owned an identity, they're MORE likely to take on whatever identity I'm going to give them.    I can't be the first time that they've put on an identity - there's ownership that's required for that.    So, anyway, there's just three more criteria….   INGREDIENT #7:    I want my Dream Customer to be a sneezer.    Now, this is kinda gross... I believe it's from Seth Godin…    He talks about the concept of being a sneezer, meaning, they spread stuff, (which is totally nasty).    But he's like, "You need sneezers!"    I was like, "That makes a lot of sense."   I want my customers to be true believers, aka, Diehards.    So when they purchase, and we start getting those results for them, they're like, "This is awesome!"    *Spread, Spread, Spread, Spread, Spread*   ...they tell everybody, “You should go check this out,” and they become some of my best salesmen ever.    INGREDIENT #8:   I want my Dream Customer to have a strong sense of self.    This one might surprise you that it's a criteria for me.    But when somebody doesn't have a strong sense of self, I have to help them find themselves, and that's okay, but it's just more challenging.    I can't be the source of their ‘self’…   My company is NOT the source of personal validation. I am there to give them a result.    We'll create a relationship for sure, but when they come in with the premise and the expectation that I'm the one that's gonna go give them personal validation…   …. it's really weird!   Every step, they're like,    "Is that okay?"    "So it was okay... was all right then? "    Okay, sounds good… cause I was just making sure it's okay...Cause if it's not okay, tell me 'cause I'll switch it! “    “Cause I wanna make sure it's okay… cause Stephen, I just wanna make sure I'm following your models, okay?”    "Is that okay?"     I'm like, "Whoa, oh my gosh! You did it! Done's the new perfect, son. Just move!"    I will get feisty with them so, I can't be their sense of personal validation.    And then, the last one is… INGREDIENT #9:  I need them to be willing, able...and a dream.    ... that's my criteria.    The reason why, is if they’re…   Willing   Able (meaning they have the cash)   A Dream   ...and they fit a lot of these criteria, (if not all of them).    Then, I wake up in love with my customers.   I wake up and I'm like, "Oh my gosh, I cannot wait to drop this new thing on them. They're gonna get so much more success with this. It's awesome."    ...and it lets me play in my mental playground zone more.    It lets me play in my zone of genius more when I love the customer.    I love my customers, and it's been a long, long, long time of me making sure that I'm serving the right customer... not just for the product, but for my personality.    So that when people come in they're like, "All right, I love this," and then they do it - they move and act.    Hopefully, it's helpful to you!   This is an awesome blog, if I do say so myself... it’s one of my favorites.   *REMEMBER*    All good marketing starts with a who.    So if you can get clarity on:    Your dream customer?   Who you're serving?   Why you're serving them?    Maybe some of the criteria that you personally want? ... that's okay, just add your own.    We're talking about YOUR Dream Customers, which may NOT be the same as my dream customer.    Get clear on some of those criteria and you’ll literally be able to build a business that you like.      If you liked this...  then leave me review @ sjlreview.com ...that would be super helpful.    It's been really fun to see a lot more of those reviews lately. I've really appreciated that - it's been helpful for me.    It's a lot of work getting these shows up. We have a huge team behind getting these out - so it's super fun for us to see all those together... sjlreview.com  OFFERMIND Also, last part…    OfferMind is getting soooo awesome!    We have...   Dana Derricks    Alex Charfen   Myron Golden    Obviously, I'm gonna be speaking and then, to top it all off, we have the brilliant and incredible Russell Brunson keynoting!   ...so it'll be very fun.      This is NOT an event like you've EVER  been to.    I'm excited about it - we'll get a lot more into the nitty gritty of how a lot of this stuff all fits together.    A lot of times, I just wanted someone to just fit the pieces together?   … and sometimes, that means going just one layer deeper so that you can make it simple and  understand how a lot of these components work together... and take on the identity of a marketer.    *I am a ----- marketer!*     Go to offermind.com and we're excited to have you.    All right guys, see you later. Get Rich!    BOOM!    If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good.   But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?    That's what I struggled with for a while until I learned the formula.    So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.  Wanna come?    There are small groups on purpose, so I can answer your direct questions in person for two straight days.  You can hold your spot by going to OfferMind.com.    Again, that's OfferMind.com.Advertising Inquiries: https://redcircle.com/brands
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Jun 21, 2019 • 27min

SFR 253: Dave Woodward Shares The New Affiliate Bootcamp Book...

Dave Woodward helped shape the entire affiliate program at ClickFunnels. He's a personal mentor, friend, and brother.   It's long overdue that I invite him to come on Sales Funnel Radio to share his wisdom...   I'm really pumped about this. Frankly, it's been in the planning for, like, seven months now…   I have wanted to get interview Dave Woodward  for a very, very long time.     If you guys don't know anything about him, he is one of the backbones of ClickFunnels...   … so you’re in for a treat.   I think it was October-ish 2018, just after the 30-Days Book went out. I was approached by ClickFunnels to write a chapter for a NEW book...   And, NEWS FLASH…   In case you’re slow to catch on ;-) this is me, announcing the release of the NEW Affiliate Bootcamp Book!   And of course, in true Steve Larsen fashion, I'm gonna over-deliver bonuses to the hilt, so you’ll wanna buy the book through my link…   THE NEW AFFILIATE BOOTCAMP BOOK   The book asks the question:   “How would you retire as a ClickFunnels affiliate in a hundred days?”   I spent pretty much all of my Christmas break writing my chapter.   ...it's NOT straight theory kinda stuff.   This is A LOT of the strategies I’ve used to crush it in affiliate contests.   So, I'm really excited about this.   For the 30-Days Book, I interviewed Russell…   For this one, I thought I would interview one of the backbones of Clickfunnels and the reason why:   Stuff gets done   There's an affiliate program that's run well.   The Dream 100 program is killin’ it.   ...and the name of that individual is Dave Woodward. He's a beast. He's the man...   Dave has become one of my favorite people on this planet, a mentor, a friend, a brother, and I look up to him like crazy.   I care dramatically what Dave Woodward thinks about me.   Maybe I shouldn't... I'm NOT supposed to say that, but it's true.   I really appreciate him, and everything he's done for me, and my family.   I am very, very excited, and completely, (in full transparency), extremely honored, to have our guest today.   This has been an interview I have been planning, and looking forward to, for a little over a year and a half now. I'm excited and to be completely honest, a little bit nervous.   I have tremendous respect for Dave Woodward. - tremendous respect.   If you guys don't know who Dave is, you should!   INTRODUCING DAVE WOODWARD   Dave is one of the cornerstones and keystones of all of ClickFunnels, and why it works…   ...please take that from a guy who sat across, and watched, and was very much a part of the intimate workings of what ClickFunnels is, and how it works.   Dave is one of the reasons why ClickFunnels is where it is.   He is one of the reasons why relationships are the way they are.   And,  in my honest opinion, the reason why Russell can even get his message out there…   I have a ton of respect for Dave and for what he does.   He has gone from a friend to an incredible mentor to me. I so appreciate and love him, and I'm very honored to interview him today.   Dave, thanks for being here.   DAVE: Well, I'm extremely honored, and I'm very nervous myself, so that makes two of us.   Thank you for allowing me to come on your show. I have such huge props for you, and I just admire all your work, and everything that you've done…   No one implements like you implement.   I love seeing it, you're such a role model to my kids, it's just fun, and I love seeing the impact that you're literally having across the entire world... so, it's an honor to be here. STEVE: Oh thank you very much, man. I'm glad to have ya.   Now a lot of people may not know….   Dave sits, literally across from his seat, he literally is looking into Russell's office - I mean he's like right there…   There's this tradition, (at least when I was there), it looked kinda like this…   So Dave and I, right, we're working, Melanie's there, we're getting our stuff done. Usually, there's some music going.   We're sitting around, and then all of a sudden Russell goes,”“UHHH!”   Which means…   “Get up and run to my desk.”   So Dave and I, would get up and run over to Russell's desk, and we'd basically watch the zeroes and ones God pour down wisdom into Russell's marketing brain…   https://media.giphy.com/media/3JSGn9bSDpzAFutb6W/giphy.gif ... and gold would just fall out. Dave and I, would both try to keep up, while at the same time validating, “Oh my gosh, that is a cool idea, better catch on to it...”   ... it's like really, really fun. One of the funnest environments. I miss it terribly.   Now, but a lot of people don’t know that you had a history with Russell and, pre-ClickFunnels. Right?   I mean, what were you doing before coming into ClickFunnels?   HOW DAVE MET RUSSELL   DAVE: I had my own marketing consulting agency for years.   In fact, I actually met Russell…   So, I come from the direct response marketing days…   Old Dan Kennedy, Bill Glazer, copywriting type of stuff... years and years and years ago.   And at the time I had a lot of clients who were in either the insurance, the health field, or else mortgages.   A lot of them were trying to figure out this whole online thing… (this is like 2007, 2008).   And it was that point where I thought, I gotta figure out this whole internet stuff. I've got too many clients who are wanting information about it.   I'd been on Russell's list, I'd been on other lists, and Russell was coming to do a seminar in affiliate marketing, not far from where I lived in Southern California…   So I thought, “Oh great, I'll just go, and go and listen there.”   I'm a huge believer of either working your way in, or buying your way in. And I've always preferred buying your way in, if it's at all available, it's faster. So it was Russell and Stu McLaren, and Russell got up and said:   "Hey, you know what? If you guys would like to take us out to lunch or dinner or anything, to just kinda pick our brains, go to the back and sign up."   I literally jumped out of my chair, ran to the back, and I signed up for EVERY breakfast, lunch, and dinner that Russell had.   I'm like, “The guy's either gonna hate me, or we're gonna become friends through this thing.”   I wanted to get to know him better, and so I literally signed up for EVERYTHING!   I'm sure when he first got it he was like, “Who in the world is this Dave Woodward guy? What have I gotten myself into?”   I can guarantee you, Russell would never do that now. You could never take him to lunch or dinner, but he was just getting started.   … and so we created a deep friendship.   I ended up setting up his 10th anniversary for Collette. They flew down to Southern California and went out to dinner, then flew to Catalina...   Russell is more than a friend, he's like a brother.   He's probably, in all honesty,  the closest friend I have aside from my wife.   There's nothing I wouldn't do for him.   Over the years, we've had the opportunity of doing a ton of different projects together, some in the real estate niche, some in the network marketing niche, some in the fitness niche.   Some made money, some lost money.   My very first product was with Russell - it was Legendary Marketers.   STEVE: No way.   DAVE: Yeah.   STEVE: Oh, I didn't know that was. Cool.   DAVE: And so, that was the very first product that I ever did...   Again it was one of those things where I saw, just his desire to help others grow, and, at whatever the cost. Just, just pour so much into people, and I was just drawn to him…   … and we've just literally become lifelong friends.   When we started ClickFunnels, I was still in Southern California. I was flying up here every other week, and Russell was like, “You just need to move up here..”   I'm like…   Dude, listen, we've been through a lot of things over the years, and NOT all of them have worked…   Before I uproot my family, I wanna actually make sure this whole ClickFunnels thing is actually gonna take off.   And then, as you can tell right now, it'll be three years this August.   So we moved up here after ClickFunnels was up and running for about a year and a half.   STEVE: I remember that. Only because it was like two months before, you flew in, that's when I moved my family up.   Russell was like, “You know Dave Woodward?” ...and I had just started seeing your majesty in the inner workings of ClickFunnels - all the stuff you're doing with Dream 100, the affiliate stuff…   … and Russell was like,  “He's gonna move on up,” and I was like, “No way, that's awesome.”   You moved up, and I kid you not…   We were already kind of naturally high energetic people, you, and I, and Russell, but the overall energy, it was like one plus one equals twelve when you came in!   I was like, “This is awesome,”...it's not a classic business office…   We were running around barefoot in t-shirts, shorts... music going all the time…   it's such a fun place to work and try to change the world also.   So, how did you end up doing stuff for Russell's people - the affiliate manager was your first role, right?   DAVE: Actually, no. I was in charge of all our business development. So one of the pieces of it was the affiliate plan.   STEVE: That's right, my bad.   DAVE: Yeah, so, what happened was, so …   My coming into ClickFunnels, (as far as, one of the things), we were at TNC, (we’ve just come back from TNC 10, so this must have been TNC, like five, or six), and it was ClickFunnels' first booth, at TNC, and they had put us in the far back corner…   I was like, “This just sucks. We can't do this. No one's gonna see us.”   Russell was actually speaking at TNC, and he was like, “Gosh, I just wish we had some way of getting attention to us, no one's gonna come to us…”   ...because it wasn't in the main ballroom…   He was like,  I wish we could just get some of those like showroom girls, you know, event girls, whatever it is.”   I'm like, “Dude, you're in my city. This is San Diego. I promise you, I will get you some girls.”   And sure enough, within about two hours, we had about five girls there, basically handing out t-shirts and directing people where to go...       And that's, I guess when Dillon and Todd were like, “We definitely need him more full-time than he is currently,” and that's how it started.   STEVE: Oh, man. Yeah, yeah. There have been multiple times where you've done stuff like that. Russell flies in, you fly in, you know.   Guys, Dave, Dave is the one that protects Russell emotionally when we travel as well. Multiple times, just protecting him.   Making sure, “Hey, we need to get somewhere,” or making sure Russell is where he needs to be, and protecting him from people who may be, respectfully, somewhat of a time suck.   There are just so many stories that are just popping into my head.   Oh my gosh…   You guys flew in once, and Russell didn't have any time to sell, or didn't get order forms, and you literally, in the lobby…   What's this story again? It's awesome.   DAVE: A friend of ours, basically in the health space, flew into Denver…   I love to sell, which is weird because for years I hated selling. It was like the worst thing in the world.   I would never, ever sell. I would never associate myself with selling...   … NEVER, dirty, bad!   But, I remember, we flew in, and I was sitting there talking to the promoter, and he basically said:   “Well, you know what, I thought we were gonna have more time. we ran over, we only really have about 25, 30 minutes, and you can't sell”   I'm like, “Dude, we flew all the way to Denver. We're not here NOT to sell.”   And he says, "No you really can't sell."   So I said, "Well, how much time do we have?" He said, "Well, you've only got 30 minutes."   I'm like, “Well we need at least 45.” He said, "Okay, 45 minutes."   I said, "If I just have a little tiny offer, would that be okay?" He said, "Yeah, but I don't want a full pitch." I'm like, “No problem.”   So I literally went into the little business center, and I created an order form on the computer they had there, (I'm sure it's so completely non-compliant)...   It was, honestly, just name, email, address, phone number, credit card - that's it.   It was printed off black and white and there was nothing fancy to it. I don't even know if they knew what they were buying.   But, just like Russell does, he was able to get up and he spoke... I could tell the promoter at the back was just getting antsy.   He's like, “You gotta hurry, you gotta hurry, gotta hurry.”   I'm like, “Russell let's just go a little bit faster.”   So, all of a sudden, he gets to the pitch.   He's like, “Listen, I don't have time to go through this, but you're gonna get this, this, this, this, and this…   ...and if you want, Dave's got some order forms, just take the order form and give them to us, and we'll process it.”   I literally had someone come back there and grab it out of my hand, write on it, and slap it down right in front of Russell on the stage.   Usually, we get table rushed at the back, but we had this massive podium rush. Everyone went to the front, and it was hilarious.   We out the room and we just laughed.   It's those types of moments, where I'm like, “No matter what it takes when you have an opportunity, we're gonna sell...”   And we sold, and it did very well.   STEVE: You guys knocked out the house, is what I heard. Just blew it out on a whim. I mean, come on! That's the kind of team that you guys are. It's just awesome.   Hey, so I wanted to ask a little bit about this Affiliate Book that's coming out - you have such unique eyes from where you are, and where you get to sit.   I know you get to work a lot with:   Biz Dev   Bringing in new Dream 100 people   All the affiliate stuff as well   … what is this New Affiliate Book, by the way?   DAVE: Oh, it is super, super cool… so this whole idea behind affiliate marketing ... First of all, for those of you who aren't familiar with affiliate marketing, it's probably the easiest way to get started online, because you don't have to have your own product.   You are literally promoting someone else's product.   And for us, they're promoting ClickFunnels.   We have a whole bunch of front end products because it's really hard to promote just a free trial -  one of those was 30days.com. Another one is OFA…   If you're not on OFA, my gosh, the One Funnel Away Challenge, Steven is just crushing it -  so you definitely need to be in that.   We had so much success with 30days.com - the idea behind that summit was, Russell went out to a lot of our Two Comma Club award-winning people, like Steven, and basically said:   “Hey, if you were to lose everything, and all you had was ClickFunnels, and your marketing know-how, what would you do in the next 30 days, to make money?”    ..and they put together a 540-page book, and it became a front-end for the One Funnel Away Challenge.   Well, as we were looking at that model, it became super, super successful, and we realized...   Steven actually helped build out Affiliate Bootcamp, which has been the primary product we've used to train our affiliates over the last year and a half, and we're at a point right now where we're trying to think…   If we were to update it, how would we do it best?   And we thought, instead of us doing it…   Why not reach out to the people who've been the most successful doing affiliate marketing inside of ClickFunnels, and have them tell their stories…   ... and use somewhat of the same premise as the 30 Day Book…   Not necessarily, if you lost everything and only had 30 days, but, “If you were to start over as an affiliate, what are the things that you would wanna do?”   What are the different things that would actually provide the greatest return in the shortest amount of time?   Because for a lot of affiliates, it's like, “Ah, I've got my own job, I don't have a whole bunch of time, ” and it was just fascinating.   Bailey Richert is the one who basically put it together for us, she went out, and interviewed 17 of our top affiliates…   I was literally talking to her today, and she goes, “You know, Dave, the 30days.com was really cool, but the real secret sauce was on the back end after you bought the product you got behind the scenes of their actual funnel…”   She said, "I don't know what it was with these affiliates? They literally gave every single thing on the front end."   So those people who actually get involved in our New Affiliate Launch, or Summit are going to get the very best of 17, (we may actually get to 20, but 17 right now), people who have literally been crushing it as an affiliate for ClickFunnels sharing EVERYTHING:   YouTube strategies   How to do an offer?   What is a bridge funnel?   How do you build a list?   How do you build a product that ties into your list to provide even greater value so that people fall in love with you, as well as the new product that you might be introducing them to?   So, the whole idea behind this is really to have a person create their own product/ business on the front-end without having to create all the products, (and everything else), on the back end...   … and NOT have to worry about the support.   So, I'm so excited about it...  because it’s literally going to be the BIGGEST game changer for us.   Currently, Steve, we have five people who have done over a million dollars in affiliate commission so far.   Five people who have hit the two comma club as an affiliate for ClickFunnels.   STEVE: Oh man.   DAVE: It's just insane.   You know, when we first started this thing, we came up with this idea of the dream car…   The idea behind it is, if you got a hundred people, we'd pay $500 for your lease or purchase of your dream car.   At 200 people, we'd pay $1,000.   I thought, “No one's ever gonna get to 200 people!”   ...and now we have people who have thousands of affiliates...   Thousands of ClickFunnels accounts because of it.   So the idea behind affiliate marketing:   It's the easiest way to get started online.   This new affiliate summit is literally gonna give you, truly, the step-by-step program from 17 of the top affiliates that we have.   They're gonna break down, NOT only just affiliate marketing, but how they actually get traffic, how do they actually build an offer, how they build a bridge page.   And you’ll actually see some of their actual bridge pages, as well.   We were sitting there trying to price this thing out, and I'm like, “You understand this is like a $500 product,” and Bailey's like, “Yeah, but summits only sell for like $47 to $67.”   And I'm like, “Oh my gosh, alright, we'll do it, whatever price.”   I don't know what price point we're gonna settle at  - somewhere between $47 and $97, I don't know...   But it's people like you, Stephen, who literally said, "Alright, let me show you exactly what it really takes. Let me go through and break it down step by step, how you actually can make tens of thousands of dollars a month, as an affiliate."   And I know we pay you a pretty hefty cheque, just in affiliate commission.   STEVE: Yeah, it's, uh ...   And what's funny everybody, is that it's kinda on the back-end of my business and it's just because of the strategy.   I gotta tell you, I loved writing the 30 Days chapter, but the affiliate chapter... oh my gosh, I took all of Christmas, like three or four days, to write that thing - it was beautiful.   DAVE: Well actually Bailey, (just between you and I), even though anyone who listens to this will now know it, Bailey actually said yours is the best one…   … honestly, because it was so detailed, Stephen.   The way you did it, she actually wants to lead with yours to set the stage for the other ones...   Because of the way you talked about:   Bridge Funnels   Offers   Bonuses   I mean, you were our top affiliate for 30days.com, and it was just crazy. And, I've seen you do that multiple times, even in our One Funnel Away Challenge.   And the crazy thing about the One Funnel Away Challenge was you came in dead last and didn't start until like three days left. It was crazy.   STEVE: That 10X Secrets thing...   DAVE: That's what it was.   And you were right in the middle of OfferMind, I think. Was that it?   STEVE: Yeah, yeah.   DAVE: And I was asking you to teach some of our speaker training, and you had no time. No time at all. And yet, to see you come in, and use this strategy that you now taught in that chapter, it was just brilliant to see.   The thing that I love most about the chapter that you wrote, is your chapter actually goes in through, literally, step by step…   It's how you teach -  you're so very methodical in teaching practical steps - literally, it's ‘paint by numbers.’ It's the easiest way you can do it…   I mean, step one, step two, step three.   And because you've been through it, you lived through it, and you started with nothing…   ...and NOW, you're one of our top affiliates!   It's just neat that you were so kind and so generous with spending as much time as you spent on that chapter.   It's probably going to be one of our leading chapters.   STEVE: Oh man, I appreciate that a lot.   Well,  what can somebody do ... What's a favorite way ... I mean, you have such a unique area that you get to see all these different affiliates…   If somebody’s new and doesn't have much of a following, what should they be doing if they want to become an affiliate?   DAVE: I think, it goes back to, probably your secret sauce, and that's publishing.   I think, honestly, and as much as people hate it, I think it’s one of the coolest things.   People wanna find someone they can connect to, so documenting your journey as an affiliate, is probably the best thing that you can do, because later you’re gonna be able to sell that journey.   And it may take a little bit of time, but if I was a brand new affiliate, just starting off, I would start publishing on a regular basis.   You could pick:   Dotcom Secrets   Expert Secrets   30 Days   ….I don't care which product you want.   I would literally go in, I would make it your own, I would teach what you learn, on a Facebook live, on an Instagram story, whatever it might be, and refer people to it:   “This is what I've learned.”   Because people love understanding the take a way that you got and seeing how that you're actually using that.   So, I think that's probably one of the things that I would look at.   Where MOST affiliates go wrong is, they think they're just gonna take the affiliate link and just promote it directly, and that's why I love your chapter… because you were so anti that.   You're like, “You can't do that! Let me show you what you can do.”   And I think, as an affiliate just getting started, just pick one thing…   And, again, as you mentioned before, just go all in on it. Study it. Make it your own.   And that way when you're teaching it, people are going, “Oh, that's how that works. Oh, okay, now I understand,” and then people can connect with that… and they'll love the journey as well.   STEVE: Oh man, that's awesome. Thank you so much for taking the time.   You know, I have such respect for you, and what you do, and just love your family -  my wife and I talk about you guys a lot.   We love your sons, they're all awesome and incredible - we just love your family and everything that you guys do.   And I really mean what I say,   I really believe that half the reason Russell can do what he does is that he’s got you in his corner, just fighting battles he didn't even know about.   You know what I mean?   Just going to bat, getting all the dirties away that are out there trying to take advantage, you know, stuff like that.   It's just this role that is like so, I don't even know, it's special. And it's fun to see it.   DAVE: Thank you.   STEVE: So I just, anyway. Any parting advice or words before we end up here?   DAVE: You know, for me, I think the one thing I would tell people is just don't give up.   I think the hardest part for affiliate marketing, or even for a lot of the online marketing is just, you have a dream out there, and you see it, and you want it so bad…   ... and yet things don't go exactly the way that you want.   You can joke around about this idea, being one funnel away, but you truly are…   You just don't know which funnel that's gonna be.   And so, I would just say:   If this is what you wanna do, don't let anything get in your way.   It's possible, things happen... it doesn't go as fast as you want, I'll let everyone understand, I'm totally transparent...   It never works as fast as you want   ,...but for those who stick it out, you get to this little corner and you literally hockey stick and life takes off for you.   I saw the same thing with you last year, where you got going and you’re putting forth all this effort, and all of a sudden you get to this little corner, and you literally hockey stick, and life just takes off for you.   And I think the problem is, most people aren't willing…   Again it's that, 99 yards does not a touchdown make…   You gotta be willing to go all the way   As long as you don't quit, and just realize that you're in that phase of learning…   There are two parts…    You have the:   Learning phase   Earning phase   Too often people wanna jump into the earning phase, without paying their dues in that learning phase.   If you'll spend the time in that learning phase, the money that will come later in life - it's just crazy. Astronomical.   STEVE: Oh, man. Well, thank you so much. You're a friend, a mentor, a brother, and just, I love and appreciate you. Thanks for being on.   Awesome episode, right?   Hey, bear with me for just a moment while I tell you about makeaffiliatesgreatagain.com.   Probably one of the most fragile phases of being an entrepreneur is that tender spot where you have just enough cash coming in to get excited, but expenses also increase a little while you take on new tools and new systems, new teams.   It can be heart pounding, and frankly, nerve-wracking.   Well, one of the ways I've kept ownership of my companies and NEVER picked up any debt or used any of our family finances to grow the business, was through affiliate marketing.   My first dollar online actually came from affiliate marketing, ONLY a few years ago.   So I often get asked the question:   “Steve, how can you have been bootstrapping this and scraping by so hard just a few years ago, but now have a business that makes millions in revenue?”   … that's a fair question.   So besides having kick butt products, when I've needed to get some extra cash for an expensive project, I have a very specific method of affiliate marketing that gets me paid to sell other people's products.   You wanna see how I do it? Just go to makeaffiliatesgreatagain.com.   ClickFunnels actually wants to know how I've been doing this as well…   So I just wrote a chapter in ClickFunnels new book called Affiliate Bootcamp... and if you wanna see my chapter, and be shown how I treat affiliate cash in my business, just go to makeaffiliatesgreatagain.com…   You'll get a bunch of other cool stuff from me - like, the actual Make Affiliates Great Again Funnel…   The one you're gonna see there - it’s pre-built - it’s awesome - and you can download it.   You also get my audio chapter on how I create affiliate offers. You get the actual video of me training my team on how to build Make Affiliates Great Again - it's crazy valuable.   Plus you also get several my other stage speeches.   How I launched my affiliate offers…   And you'll even get a discount ticket to OfferMind… + the Make Affiliates Great Again Mini-Course…   Is it okay if I over deliver???   If you want ALL that for free... plus other things, literally just sign up at makeaffiliatesgreatagain.com... and then, sign up for the New Affiliate Bootcamp through my affiliate link. Go figure.   My friends, get rich, give back. Advertising Inquiries: https://redcircle.com/brands
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Jun 18, 2019 • 32min

SFR 252: Make Affiliates Great Again

There’s is a project that’s been in the making since October, and I haven't been able to talk about it... FOR A VERY LONG TIME…   ‘Mum’ has been the word… But now, I can reveal EVERYTHING ;-)   THE NEW AFFILIATE BOOTCAMP During Christmas, I wrote a chapter for a cool book. Now, you might remember the 30-Days Book… The hook for that book is: “Hey, if you were to lose everything, how would you get back on your feet in 30 days?” I wrote a chapter for that book…   But there are also other books that I've secretly written chapters for… Recently, I shouldn't say 'recently,' (what month is now? I can't remember... May? June?) Anyway, around October - ish, Russell reached out and asked if I wanted to contribute a chapter to an affiliate book. Russell had gone to some of the biggest ClickFunnels affiliates and asked: “How would you retire as a ClickFunnels affiliate (or an affiliate in general) within four months?” ... https://youtu.be/XAs4LjErbtQ *Cool Hook* Huh! It was a very challenging chapter to write… There's so much that goes into affiliates, and I had a ton of fun answering... BUT NOW, IT’S TIME TO PROMOTE! I’d literally just finished drawing the funnel for My Team, but instead of erasing it, I decided to show you how I create ANY Funnel that promotes someone else's product… ‘CAUSE… there’s a right way and a WRONG way to do it…   LINK BARFING Affiliate Marketing is NOT 'link barfing'. Just because someone else made the product, doesn't mean you get to skip the marketing. You still need to create the actual marketing for the affiliate product... A lot of you know that: I'm definitely an affiliate I’m definitely in MLM … I'm in A LOT of scenarios where I don't control the product; it's NOT my product. So how on earth do you promote something that’s NOT yours? How do you build a Funnel for something that’s NOT yours? … that's what I'm gonna teach you here.   AFFILIATE MARKETING 101 I knew the strategy existed, but I’d never witnessed it until I worked at ClickFunnels. One morning, I walked in to find Russell writing ferociously on a whiteboard.   I was like, “What's up? How can I help? What are we doing?” Russell was about to promote Stu McLaren's product, Tribe... and he was creating an affiliate offer to go with it. Tribe was about members areas... so Russell was brainstorming all these cool things to do with members areas. He asked himself the question: “What is it that everyone is gonna struggle with after they buy Tribe product through my affiliate link? How can I answer those problems with my own products?” Russell had a ton of products to help with that… So he was like: What if I gave those things away if they buy through my affiliate link? We'll give them these Funnels We'll give them these products We have these pieces of training… ...and that's what we did. I ended up having to create, ( let me do the math...it was 89 Funnels x2) … 188 Funnels in the next two weeks - it was CRAZY.   It's the reason why I say that I built around 500 Funnels while at ClickFunnels... not all of them were revenue Funnels. There were probably near 100 revenue funnels, but the other 400 were were based on fulfillment. Anyway, that’s beside the point… Russell created a single page for people to see, “Oh, my gosh, this is what you get when you buy through Russell.”   He's done that strategy so many times that it’s ridiculous. He will swoop in at the last moment and just like win these massive contests. Does it help to have a huge list, of course, but you don't need one. This strategy I'm about to walk you through is one of the major reasons why you don't need a huge list... and you can still make a ton of cash.   ONE FUNNEL AWAY When I was promoting for the One Funnel Away Challenge - the 30-Days Book specifically, I was the number one affiliate, and Julie Stoian was hot on my heels… I was like, “I gotta win this.” She and I have some pretty friendly competition, back and forth, “Who's gonna be the top affiliate?”   I had this cool bridge page, and so I basically asked myself the same question as Russell asked when he was promoting Tribe: “When you get this 30-Days Book through Russell, what can I give that will add MORE value and benefits to it?” I asked myself: “Well, what is it they’re still gonna struggle with if they go buy the product through my link?” If you guys wanna see the live example of this, go to 30days.com/stephen or ofasignup.com - both of those will forward you to the bridge page. It's a page that I built real fast in a hotel room in one morning before the Two Comma Club X Cruise at the beginning of last January… It's insane how much cash came off that page. That one single page has made 110 grand since October - which is awesome - it’s A LOT of cash. I don't consider myself a professional affiliate, but the reason it works is because of the strategy that I'm about to show you guys. It’s the same principle if you're in MLM or commission based sales… Let me tell you a story ;-)   BECOMING ONE WITH THE BILLBOARD…  I learned this for the first time when I was doing door to door sales - (...and this is how I got on the internet and why I love affiliate so much). I was knocking doors, and I’d had a bad week. Things were looking dismal on the cash front, and my wallet was flatter than a pancake… I was selling pest control in Salt Lake City, Utah, and I was knocking doors like crazy. For the first half of the summer, things were going really well, until *this happened*… I went from two to three sales a day to two to three sales a week. … it darn near bankrupted my wife and me.   We were driving out to our area, and I was pissed because the day before had been bad...I was in a bad mood. It was a beautiful blue clear sky day, and we're going 85 miles an hour down the highway, and I remember looking up at these billboards … Suddenly, I don't know why, but I had the thought... As I looked at these billboards, I said to myself: “I am going to sell things to people, (as a door to door salesman(, who are NOT planning on buying anything that day.” I was like: I'm selling things to people who are NOT planning on spending any money... but people calling these billboards are calling begging to be sold. “They're picking up their phone and calling... and if they call… the chances of selling them really high! Whereas I'm waking up every day walking around knocking on doors, trying to sell things to people who are not planning on spending money that day…” It was a different level of intent. So I started I asked myself…   “How can I be MORE like a billboard?” So I went and created an ad on some free classified online sites. I didn't know what I was doing. I just wrote: “Hey, come get this pest control if you have these kinds of bugs - it treats these kinds of things.” I put it on Craigslist and several other places - Seriously, I had no clue what I was doing… It was the first time I'd ever written an ad...and he first time I'd ever done ANYTHING on the internet, business wise...   No joke... within like 24 hours my phone was blowing up. I was this door to door sales guy, and my boss was like, “Dude, how are you getting all these sales?” I was like, “I just put this ad up.” Suddenly, I was getting as many sales a week on the phones as I was knocking doors for the same product. All I had changed was the delivery of the sales message, that's it.   TRUTH NUKE! One of the easiest ways to make a lot of money is to change the delivery of the sales message. It's NOT a new product It’s NOT a new offer It’s NOT a new sales message You just changed the delivery of the sales message. It was CRAZY! I was like, “Oh my gosh, this is nuts.”   LINK BARFING OR ADDING VALUE? A little before that, we were hiding in this McDonald's cause there was AC, (it was the same summer - literally just a few weeks prior)... It was like 110 degrees outside, and we were dying, like “Oh, my gosh.” So we're standing inside this McDonald's for a while just cooling off, and this guy walks up and says, “Hey, I wanna buy your services.” There was a group of us, all salesman, and we were so unused to people walking up to us asking to be sold that we all just kind of stared at each other for a while…   We were like, “Oh, yeah, you get it… You haven't had a sale in a while. No, you haven't had a sale in a while. No, why don’t you get one?” Finally, our boss had to point at somebody and say, “Hey, you take it,” and he pointed to somebody and that person got a lucky sale... ...that experience never left me. As I walked away from that McDonalds, back out on the streets to go knock…   I had this thought: “It didn't matter who that dude chose. We were all selling the same products.” #AffiliateMarketing We were all had the exact same: Fulfillment Uniform Stupid scripted jokes Script overall I mean, it didn't matter who that guy chose, he’d get the exact same service! Well, you have to understand that affiliate marketing/ MLM/ commission based sales, ANYTHING where you DON’T control the cart, is very much the exact same way. So in order to stand out, you need to see: What product you're selling? What problems arise from the purchase of that product? What offer you can around it with your own stuff? Now, when someone buys through you, they don't just get the original offer, they also all these amazing bonuses… They get a whole additional offer, often worth more than the price they're paying for the actual thing. That's one of the secrets to affiliate sales - and that's what I've done.   That's why the ofasignup.com page works so well. My offer is ridiculous, and I'm gonna go add even MORE to it. I'm really excited about it. I'm not gonna tell anyone what it is, but it's REALLY awesome ;-) It's sooo good! MY AFFILIATE FUNNEL I just finished drawing the funnel to promote the NEW AFFILIATE BOOTCAMP out for my team, and I was about to erase it, when I thought, “You know what, I might as well share this.”   *This* is the Funnel that I’m building for my affiliate promotions.. and it's how I build my affiliate Funnels for ALL the things that I promote; yes MLM included, (you too, people). Affiliate marketing and MLM are literally the EXACT same model on the internet, but everyone's like, “No, that's not true,” cause MLM is a freaking swear word…   Get over it, alright! There are CRAPPY ways to market and GREAT ways to do it. You know what I mean… MLM and affiliate are the exact same model! *EXACT SAME MODEL* This is the same thing that I do in MLM that blows it up in the same way as affiliate. In fact, I have a ton of people in the affiliate marketing space who buy Secret MLM Hacks, and that's why they’re killin’ it as an affiliate - #SameModel. Check this out… All right, this is the Funnel….   And if it looks kind of crazy and all over the place, I promise it's actually NOT that intense of a Funnel. I'm not gonna show you the offer, cause I want you guys to go check it out…   I want you to go check it out because I want you to see how I'm actually displaying this… I was able to find and get the URL makeaffiliatesgreatagain - Make Affiliates Great Again - I’m kinda playing off the whole Trump thing, ‘Make America Great Again.’ So anyways, it's makeaffiliatesgreatagain.com- you guys can go check it out - it's live right now. It's the same format; the same structure as any other bridge page that I've ever created. If you wanna another real-life example of how to display this, (it's actually not nearly as in depth of this one), go to ofasignup.com or 30days.com/Stephen, and check that out WHAT THE FREAK IS A BRIDGE PAGE? When I was a brand new Funnel builder, I never understood what a bridge page was...   I was like, “What the freak is a bridge page?” It was only when I watched Russell when I was at ClickFunnels that I was like, “I get it!” I don't know why it was so complicated for me - it shouldn't have been. I dive more deeply into the strategy of the positioning inside of my actual affiliate chapter in the Affiliate Bootcamp Book. I teach NOT only how to promote stuff and make affiliate offers, (I’ve basically just answered that here already), but also how to create more of the messaging and the positioning amongst the market. Some people try to create a blue ocean out of affiliate marketing. In my mind, that is NOT the role of affiliate marketing. I'm not trying to create a blue ocean. I don't try to birth a brand new market from affiliate marketing because you can't, it's NOT your product. That's NOT affiliate marketing is about… and it’s NOT where the easy cash falling from the sky strategy is - that’s what my chapter’s about in the book. So go to makeaffiliatesgreatagain.com and go get the chapter. I would appreciate it if it's through my link - that’d be really cool… and you’ll get a whole bunch of sick bonuses. You'll see what they are. They're pretty cool. As part of the bonus, you’ll actually get *this funnel* that I’m about to show you. So check this out….   WHO? WHAT? WHY? HOW? So now, I'm gonna walk through the funnel real quick… So the first thing I do is: Choose a headline for the bridge page. If you guys listen on iTunes, this might be one of those episodes that you might wanna watch on YouTube... Go to salesFunnelradio.tv ... and it will forward directly to the YouTube channel. I drew it all out, and you might wanna see me do that. I'm very visual, and this page structure is kind of what I go use for all this stuff. You’ll actually notice that it's a very similar page structure as like dotcomsecrets.com.   … and a very similar page structures like expertsecrets.com - that’s actually one of the places that I learned it.   In the book Dot Com Secrets, it gives a script called the Who, What, Why, How Script… The Who, What, Why, How Script is an awesome template to use for these kinds of pages. It basically answers these questions: Who are you? What do you have? Why are you selling it? How do they get it? … that's also kind of the same format I use in the copy and everything below the video. So the way I choose a headline for the affiliate promotion is I just chose the same headline as the main offer ...so it's the same headline. For Example: Whatever the headline is gonna be for the New Affiliate Bootcamp, (which is kind of what this is), I will choose the same one… Or…. What I'm thinking would be kinda cool is to use the same headline as the title of the chapter I wrote... which has to do with creating affiliate offers and launches… NEXT... I'm gonna create a video to walk people through a very brief origin story. There's NOT a lot of selling that goes into it, but I am gonna walk people through the offer they're gonna get from me and how to get it. You ALWAYS wanna walk people through how to purchase from you. It might seem obvious... Click the button Fill out your credit card… BUT it's NOT obvious! So ALWAYS walk people through how to purchase - in ANY Funnel. Here are the steps for this funnel: Click the link - then the pop up comes up. Tell me where to send your bonuses - which is where this is. The page is gonna forward to my affiliate link Sign up for whatever, blah blah blah.com with my affiliate link. I'll send you the bonuses.   MY OFA MISTAKE... One of the mistakes I think I made during the One Funnel Way promotions was that I ONLY sent out the bonuses once a month. I did it to protect myself because affiliate commissions aren't paid until 30 days after - in case somebody refunds. Now, I had hardly anyone refund ever; I think there's like four people out of 1100 that have signed up... something like that. So I’ll probably send the bonuses twice a month or even every week - we're trying to figure how to manage that little bit better - so that when you sign up, you actually get it straight away.   Like, how cool would that be? Now, this is Super Key... One of the points of ANY Funnel is to create a list... You don't send people straight to your affiliate link - you create a list... and then redirects them to your affiliate link. So the way you set this up in ClickFunnels is with a pop-up. When people sign up and put in their name/ email... and then click the button, (it's a submit action button, just like any other button in ClickFunnels)... (And if you don't have ClickFunnels 😬 like, you gotta just go get it. ClickFunnels is the power of an entire dev team in a software …and YES, it works for what you're in.) Anyway, when someone clicks Submit… in page settings there's a redirect option, so you just paste in your affiliate link…   First, it captures them as a lead, so you can add them to a list... and then, it forwards them to whatever your affiliate link is using the redirect. So it's literally a single page… For the OFA sign up right now, frankly, there's NOT EVEN an email series behind that sucker. But I'm gonna make it even cooler as we launched the new One Funnel Away podcast that I'm gonna do THE AFFILIATE MARKETING STACK Russell always creates a stack in anything that he sells - he creates an offer… so I just screenshot it. Go to ofasignup.com and check it out - it's literally a screenshot of Russell's offer:   I tell them: Here's what you need from Russell - it's literally the screenshot + Here's my offer. … and this is one of the reasons why it has worked so well. I've already talked about the stack in the video on the page: “You're gonna get some cool stuff from Russell!” But now, what I wanna tell you is what you're gonna get from me if you buy through my link. I added in a whole bunch of really sick bonuses. Then it says, “The total value what you're getting from Russell + total value from Steven = MONSTROUS ... It's ONLY gonna cost you *this much* when you go to the next page and sign up through Steve’s link. Then they click, BOOM!   *This* is how to be an affiliate... When someone gives me their email it sends them to my affiliate link, and I can see the list of those who sign up through my link, but I ONLY send my bonus out to people who complete the process….   Sometimes people will say, “...but I signed up!” And I’m like, “No! You opted in... you didn't actually go and sign up. You have to sign up.” I don't even consider myself a professional affiliate. I really don't. But this has worked so well that Russell’s mentioned it by name at Funnel Hacking Live a couple of times, and said, “Go look at Stephen’s affiliate bridge page.” *THIS IS HOW TO BE AN AFFILIATE*   IT’S TESTIMONIAL TIME, BABY! When people say: “Stephen, I don't have testimonials,” that just doesn’t cut it… For affiliate stuff, there’s an easy workaround… For the last One Funnel Away stuff, I didn't know what testimony to grab at that time… So I went and grabbed the testimonials from the actual thing that I was promoting, which I think is okay? Seemed like it was okay… ;-) I just took those testimonials, and I put them on the bottom of the page…   BAM! Done, done, DONEZO! I was building in a hotel room before I got on a cruise ship - it took me three hours! My Funnel team didn't do it… and that's why I'm gonna ask them to go redo it... cause they're better at it than I am... and that’s saying something! LEAVE A REVIEW? I've been collecting a lot of my own testimonials... and *THANK YOU* if you’ve left one for me…   I really appreciate you. It means A LOT! I feel like I drop waaay more value on this podcast than most people do in their courses - so it means a lot when you actually drop a review. It's one of the things that keeps me motivated...   TRULY! I'm not just saying that... When  I see those comments, I'm like, “Oh, SUP!” - It makes me feel good. If you wanna drop a review, go to sjlreview.com, (Stephen Joseph Larsen, that’s my full name) - I’d appreciate that. MY FINAL POP SHOT Okay, so we’re right down at the bottom of the funnel now…   My final pop shot at getting people to buy is a display of what you get. Russell always has a product bundle…   Do you remember the episode that I did a while ago called Physical Versus Digital? Go watch that again and understand why I create a digital representation a picture display of what they're getting… So the image is Russell's stuff plus my stuff in a single image - that's gonna be a lot of stuff that I run for ads. I'm gonna make it the page image that people see when the page is shared and the image loads... Then I have one final shot, right at the bottom, for them to go opt-in with the countdown clock… That's how I run it, it's a super easy page...   You'll spend more time thinking through what you're gonna give them than you do building this. AND THERE’S MORE… So, real quick, I want to show you what's so different about my Funnel this next time… So when I launched one of my shows, I came up with this Funnel idea that would make my stuff more talkable so it would spread, but would also give a mini-course to them - which would upsell them into my webinar. One of the reasons why my Secret MLM Hacks product sells so well is because of this exact strategy I’m talking about. What I have them often to in that show is a free mini-course, (which is exactly what you're about to see me explain). So when they opt-in, that doesn't mean that they've actually gone and signed up yet. I've noticed about half the people who sign up actually finish purchasing through my affiliate link, (well, that's a lot of people - now especially). So I wanna go in and remind them what they're gonna be getting… Well, why not do that with some value? I don't wanna just throw a scarcity, urgency play... “You better get it, you better get it, better get it, better get it... one hour left, two hours left...” … those strategies work, and I totally use them, but I also wanna toss them a lot more value at the same time. So the way I'm gonna go do that is by filming a mini-course. If you guys liked the program, Affiliate Outrage, affiliateoutrage.com - it's a free thing that I did, honestly, demonstrate prowess... That's one of the reasons I did it, and that's totally okay. I'd rather do it with a free course than me saying, “Remember how cool I am,” you know what I mean? So I did Affiliate Outrage to demonstrate some prowess and get some more experience under my belt for a few things. But anyway, this is a mini-course which drips out to them. One video is immediate - the time on the timer is zero, then it’s… One day later… Two days later... Three days later... Four days later... The videos are answering questions like: How to create an affiliate offer. Why and how affiliate funnels work. How to strategically position yourself in relation to what you're selling and the company that you're an affiliate for. Let's show you a little bit more about list building strategies. ... you know what I mean? At the bottom of each one of these pages, there’s just another hook for them to go and buy through my affiliate link - all these videos tie back into them doing that very thing. So they go in, and it says: “Hey, remember, if you like this, it’s just a small section from the chapter I wrote in the book for Russell, if you want the full book, plus the summit that comes with it, (which is insane value), plus all these other bonuses... (Which I don't wanna tell you about - go see them yourself) ... then just click the link below.” And that's what I'm doing… So it's literally the same freakin' page for all five videos - it's just cloned five times with a different video and different headline. It's different content with different angles and hooks to try and pitch them in. In the end, all rivers lead to the Seinfeld Series. The last two videos are actually day one from my Affiliate Outrage Program - and it’ll ascend them, hopefully... (even though it's a free thing) into a 30-day affiliate program where, hopefully, they choose to be affiliates for me... See how this has turned beautiful!   AND FINALLY… I’ve got another minute here…so what I want to show you, (and I know I'm going through a lot of stuff here), but I just wanna teach you how I fulfill on all of these things… People sign up with my affiliate link ClickFunnels shows me who is buying through your affiliate link. I go to my affiliate dashboard in ClickFunnels and just download the list of those who've bought through my link in the last two months. I take that list, (I remove those who’ve refunded or are doubles)... I upload it to a separate list. Now I have a second action Funnel in ClickFunnels for those who bought Make Affiliates Great Again, #M-A-G-A. So I have a Make Affiliates Great Again, buyers list. Anytime I upload to that list, the action fires and adds a tag to their profile which unlocks all the bonuses in the member's area. Then two separate emails show them, “Hey, look... your stuff is being sent to you... make sure you redeem it.” ... and that's how it works - it's ALL automated…   It's the same emails EVERY time. I just have to write them once. So fulfillment is as easy as me just going in and downloading that list and uploading it. I don't do anything else…. Everything else fires. Everything else unlocks. Everything else is automated - it’s so nice. That's how I run my affiliate stuff… (explaining as fast as I can on a podcast episode). Anyways, go to makeaffiliatesgreatagain, and check out the offer that I've got there for you guys, and hopefully sign up for the book through my link…   You get this Funnel as part of it. ….I'm NOT gonna tell the rest of the bonuses, go check it out! Hopefully, you guys enjoyed this episode. I appreciate your time. I appreciate you guys doing this... and I love affiliate cash - it's the gravy in my business! Again, go check out makeaffiliatesgreatagain.com. Haha, awesome, right? Hey, bear with me for just a moment while I tell you about makeaffiliatesgreatagain.com.   Probably one of the most fragile phases of being an entrepreneur is that tender spot where you have just enough cash coming in to get excited, but expenses also increase a little while you take on new tools and new systems, new teams. It can be heart pounding, and frankly, nerve-wracking.   Well, one of the ways I've kept ownership of my companies and NEVER picked up any debt or used any of our family finances to grow the business, was through affiliate marketing. My first dollar online actually came from affiliate marketing, ONLY a few years ago. So I often get asked the question: “Steve, how can you have been bootstrapping this and scraping by so hard just a few years ago, but now have a business that makes millions in revenue?” … that's a fair question. So besides having kick butt products, when I've needed to get some extra cash for an expensive project, I have a very specific method of affiliate marketing that gets me paid to sell other people's products. You wanna see how I do it? Just go to makeaffiliatesgreatagain.com. ClickFunnels actually wants to know how I've been doing this as well… So I just wrote a chapter in ClickFunnels new book called Affiliate Bootcamp... and if you wanna see my chapter, and be shown how I treat affiliate cash in my business, just go to makeaffiliatesgreatagain.com , and you'll get a bunch of other cool stuff from me - like, the actual Make Affiliates Great Again Funnel… The one you're gonna see there - it’s pre-built - it’s awesome - and you can download it. You also get my audio chapter on how I create affiliate offers. You get the actual video of me training my team on how to build Make Affiliates Great Again - it's crazy valuable. Plus you also get several my other stage speeches. How I launched my affiliate offers… And you'll even get a discount ticket to OfferMind… + the Make Affiliates Great Again Mini-Course… Is it okay if I over deliver??? If you want ALL that for free... plus other things, literally just sign up at makeaffiliatesgreatagain.com... and then, sign up for the New Affiliate Bootcamp through my affiliate link. Go figure. My friends, get rich, give back.  Advertising Inquiries: https://redcircle.com/brands
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Jun 14, 2019 • 21min

SFR 251 - 3 Easy Ways To Create An Offer...

When you go to the Inner Circle works, everybody takes a turn to teach something awesome to the group, and then they say, “Hey, I have some things I need help with.” Then the whole group kind of analyze this person's business and give feedback… You get advice from a lot of heavy hitters, and everyone is focused on you until the timer goes off - it's intense…   It’s mentally exhausting, but it's a lot of fun, and totally priceless! Before the Inner Circle, I could not sleep. I woke up at five dreaming that I was on stage...I was like, “I can't sleep anymore,” so I spent three hours pacing and working this out… MY OFFER CREATION PROCESS One of the things I want to teach you today is three simple ways to create an offer. We all think that creating an offer means that we go and add a whole bunch of products together… And that’s definitely an awesome way to create an offer…   ...but it’s NOT the ONLY way. Anyways, I want to teach you three of those methods today. THE DREADED QUESTION On top of that, another thing I think you’ll really find interesting is seeing me answer the question of what I actually do.. *that* is NOT an easy question for a lot of entrepreneurs to answer…   “What do you do?”...is kinda the dreaded question! When somebody asks, “What do you do,” and you have to answer - sometimes that sucks. But now, I can answer that question; I know exactly what I do…   There are some things that, (like I said in the past), you have to design, and there are other things that you have to discover… Sometimes explaining what you do is something you have to discover, and that's been the case for me; it's not the case for everybody, but for me, it's been that way... ...and I’m gonna share that with you in a single sentence! https://youtu.be/mwj8UkCVSds So you’re gonna find out: Three ways to create an offer What it is I that actually do for the marketplace Why we have so many people reaching out to ask to be in our programs. If you want to watch the actual presentation, you can do that here. I have chopped out a certain piece that I don't want you to know about yet… ;-) We have a product that we've been doing for a while now, and we have a lot of people in it now - which is great, it's done quite well… It’s made a lot of money for us, and made A LOT of money for the students, I chopped that piece out, and I’m gonna keep that hush-hush for just a little bit longer while I finish a few things of…   YES, THIS WILL WORK FOR YOU! One of the most challenging things I have to deal with is when people ask, “Stephen, that's really cool, but how does it work for me?” They say things like: I'm in high ticket B2B sales that are multistage sales that are multistage sales/ contracts… I'm in retail… Stephen, I'm in… So, I think one of the things that’ll be helpful is for you to see three ways to create an offer… that you can tweak to apply to whatever business you’re in…   You can use them all together, (which is very powerful), but you also can use just one or two to add immediate value to whatever you sell. So let's talk about value creation and how that actually happens… JUST DO IT This is my third inner circle meeting as a member, and I think those of you guys who saw me that first time will agree that I’m really very different… One of the things that I've been focusing on is showing up as my authentic self and being unapologetic about that, and it's been very fun to start doing that…   … and I've noticed when I can do that for customers and help them arrive, they do all kinds of stuff on their own. That’s literally what the One Funnel Away Challenge was meant to do… If I can get them to say, “ I am an entrepreneur, I am a funnel builder,” they'll suddenly go do stuff without me yelling, “Just take the next step...”   The amount of forcing I have to do drops like crazy. BUILDING MY WAFFLE I have been building my waffle, and it is awesome: I have to content teams I have a funnel team … I don't have quite the executive team yet, but it's been awesome. I mean, stuff's getting done without me all the time.   A lot of people asked me, “Stephen, how are you doing all that you are?” I'm NOT, my company is. I'm building an actual asset… ... and that's been a major big piece for me in the last six months. Other cool things that we've done: We did a cool 7-day launch (following what Russell did) - it was so good, it was awesome. It launched my event, and opened the tickets - it was a 6-figure launch. I did my first quarter-million-month last month - that was awesome, that was a cool one. 10, six-figure months in a row - yeah, stuff’s going good. We have 3,000 downloads a day on the podcast, which is so fun. I'm speaking of Carnegie Hall - how cool is that! That's gonna be with Martha Stewart, Dan Kennedy, Michael Gerber in September. My main product OfferLab - there's not even a funnel behind it - started at a quarter million, (softly just word of mouth), there's not even a funnel yet, it's been really validating.   The Carnegie Hall people asked me, “Do you want to sell?” I was like, “Yeah, I wanna sell!” They said, “No one else has said they want to sell…”   I was like, “Why would you say ‘no’ to that, of course, I want to sell.” WHAT IS AN ENTREPRENEUR? Anyways, I'm in this weird phase… I was talking to Alex Charfen a few days ago, and I was like, “Dude, I feel like I am always moving and changing.” Alex said, “...that's what an entrepreneur is. You just redevelop over and over and over again.” So it's been weird... I feel like I've been shifting and changing so fast and asking, “Well, what is my foundation as a human being... as me,” and that question is what I think has allowed my true self to start coming out.   In fact, two or three weeks ago, I told my wife Alyssa, “I can feel another change coming on, and I'm kind of freaked out about it..., but it's coming...” … and those changes are ALWAYS uncomfortable. One of the things I’ve realized who I serve... I didn't know the answer to that before... I serve existing and new entrepreneurs inside ClickFunnels There are a few things about ClickFunnels, in the last six months, that have shown me that it is A MARKET ... …and I'm very excited about because it's growing and maturing. And now, when someone asks, “What do you do?” I can tell them... I've never been able to answer that before. So here it is:   I help people design and launch wildly lucrative offers ... that's exactly what I do! So I'm excited; that's just the most ultimate ridiculous clarity. I think I would've been my own worst nightmare client like a year ago, because I couldn't answer those questions…   What do you want? Where are you moving to? ...and so it's fun to be able to say that what I do in one simple sentence. Anyways, a little give here... I’M A CAPITALIST PIG   I call myself the Capitalist Pig, so I’d better know about capitalism - so I've been learning about the origins of Capitalism. I've been diving into a lot of history lessons… I’ve been learning about Adam Smith is known as the father of modern Capitalism… In his time, Smith was known, for disrupting a lot of things... NOT just Capitalism itself… In the 1700s - 1800s Europe, there was this really weird belief of how value is created... People believed that the amount of time spent creating a product equaled the amount of value that it had. But Adam Smith was like, “No that's dumb,” and he was the first one to really start switching that idea. Smith came in and flipped that idea, and said, “No no no…” Value is in the eyes of the beholder. Value is in the eyes of the person who's gonna consume it. And so, as the Offer Guy, what I'm really doing is helping people understand how value is created. And to do that, you have to understand the difference between COST/ PRICE/ VALUE… WHAT’S IT WORTH?   COST = is what you pay to fulfill. PRICE = is what your customer pays to get your product. VALUE = is determined in your customer's eyes. I used to have this major, major hang-up; it was a huge false belief of mine… I used to think, “Oh my gosh, would I buy my own product?”   ...and that would be how I decide the price. *MAJOR PROBLEM* I wouldn't pay myself 35 grand to hang out with me for a day - I'm not that cool ;-)   BUT… I'm NOT the one buying the product... and lots of people do buy. The customer decides, the customer chooses the value, and I make things that are valuable in their eyes. WHAT IS AN OFFER? So... I've been on this mission to define an offer... and I can't say how many times, (even just with Russell), I've heard it said, “Can someone just define a funnel better... like how can we get a better definition? How can we explain it?”   So I'm trying to solve the same problem for offers, and I think I have… Recently, I was able to meet Dan Kennedy's ghostwriter. He was the guy who was in charge of all the writers at Dan Kennedy's place and ended up writing Magnetic Marketing. He and I would email back and forth, and he has his own book. His name's Jack Turk (by the way don't steal him, I'm still convincing him to write my book)... ...and in that book he says: Offer = Core Product + Value Add   I was like, “That's such a good way to define what an offer actually is!” PRODUCT VERSUS OFFER People ask me all the time, “What's the difference between a product and an offer, Stephen?” I'm like, “Well, an offer is a collection of products,” that's a method when you get down to it... A core product + value add = that's what an offer is! ClickFunnels = core product + value add (a whole bunch of other stuff that helps you use it better). For Example: ClickFunnels + Funnel Hacks = OFFER   So I've been geeking out hard on ways to create offers under that formula. How can I take a product and move it into an offer? So staying with the example of #ClickFunnels as the core product... The method we're all used to creating offers with is by adding MORE products in our stack slide - and it's a great method! We add product, product, product, product, product and that adds a lot of natural value to what we're selling… ...and now, our dream customer is like, “Boom! Well, of course, I'll pay a grand or two for Funnel Hacks!”   Does that make sense? These are super-powerful points to understand. There are other ways to create an offer, though… MY FAVORITE BOOK How many of you guys have seen the fake book story?   I've made so many people mad with that story. The funny thing is that Michael Porter is like a huge deal. He's a scholar and Ph.D. But think about this… What's interesting is, I take his product, (I’ve never read that book, still haven't), and I sell it…   Every time I tell that story, ( it’s about eight times now in front of live audiences)... EVERY TIME I tell that story, (before I even get to the stack), people have the book in their shopping cart, and a lot have already bought before I’ve finished.   Q: What added the value and made people want to buy the book? A: It was the story and the sales message. This has been helpful for a lot of people in retail/ b2b/ multistage sales events, people who are on the fringes of ClickFunnels'... … it helps them create a product or an offer without having to create a HUGE stack! Some of them already have the product, and they're like, “I'm not gonna go create all these things for my stack.” Now how many of you have ever thought that? “What?!!! I gotta go create all that stuff inside of my offer to make an offer?”   If that’s you. Then you can use this method, you’ve just gotta have a really amazing story. THE CLAUDE HOPKINS WAY... The other way to add value comes from Claude Hopkins…   Claude has this really interesting quote… I actually learned this first from Tim Ferriss in The 4-Hour Work Week. Tim uses the example of t-shirts, and he says, “If these aren't the most comfortable t-shirts you'd ever worn in your life, I'll give you the shirt back plus twice your money.” It's like, “Woah,” that just increased the value! Q: There are no additional products or sales message - so what increased the value? A: *The Guarantee* Now, back to Claude Hopkins, who said: Two men came to me each offering me a horse. Both made equal claims. They were good horses, kind and gentle. A child could drive them. One man said, ‘Try the horse for a week. If my claims are not true, come back for your money.’ The other man also said, "Try the horse for a week." But then he added, "Come and pay me then." I naturally took the second horse. Isn’t that interesting…   Hopkins flips the guarantee on it’s back and creates an offer out of the very same product - that's all he does! Horse #1 Horse #2 ... what's the difference? Nothing but the guarantee! Why was there a natural value add, (‘I naturally took the second man's horse”)? ...because of the guarantee, this whole thing was switched.   There are more ways to create value, andI've been deep diving into the concept of what creates offers and some of the easiest ways to add value to everyone's business... I've been focusing pretty hard on this especially for the last year, and I had a big question arise in me… MOWER MAN GETS EVEN... I was mowing the lawn, and I don't know why, so I was listening to audiobooks, and I had this realization, like: “Oh my gosh, I am where I am because of talent not positioning.”   Have you ever realized that about yourself? It's freaky. I realized that people are making a lot of money because of positioning only and NOT talent. I was like, “Oh my gosh,” I said it out loud as I was mowing the lawn. I was like, “I am where I am because of talent, NOT positioning.” Some people are waaay worse, super bad and they’re making waaaay more money than me… And after I got over being pissed, I finally thought, “...but what's the lesson from this? Oh my gosh, look at how they position themselves in relation to the market!”   So now, what I do is I teach people in existing companies, (they're the ones that love this the most)...   And I've been traveling a lot doing this… I help companies understand what their market is. Most people can't even define what that means much less choose one. ...so I help businesses to understand what their market is and the relationship to all the other markets out there. IS YOUR RED OCEAN EVEN RIPE? Not all markets are red Not all red markets are ready for a blue   There are signals - there are patterns all over the place - I feel like it's ‘a beautiful mind...’ “Oh my gosh, are you all here?” And I've realized that “Oh my gosh, the path on this is so clear.” I just help people understand: What market they actually sell into Who their dream customer is in there, so they're not trying to sell everybody The core problem they’re trying to solve…   ... and I dedicate my whole business to the Core Offer, it's pretty simple.   DO YOU HAVE A BUSINESS? Pre my ClickFunnels days, I was building funnels for a company in Florida using ClickFunnels... This company had an amazing product - their product was beautiful - they were known at the top of their industry. But as I started working with them, it was the most garbage jacked-up company I've ever seen in my life.   They had… No Processes No Systems No support No salesmen ... it was jacked up! That company was surviving strictly because it had a good product, there was NO business That’s when I realized that there was… A huge difference between a business and products A huge difference between a business and funnels ….and it just kept going and going from there, until I realized that what I do is help people: Create the middle of their value ladder Create the launch campaign that puts it into orbit... and the Evergreen campaign that keeps it there. Then whatever goes on top and the bottom of the value ladder. So I've been realizing, “Holy crap, there are lots of ways to create an offer.” I just showed you very briefly, three ways to create a valuable offer: You can do through the guarantee You can do it through having lots of products and a stack You can do it through a story ... but there are ways all over the place to do that: I can do it by identifying a core problem that there's already existing - I don't need to create the problem. I can do it through identifying a clear who in the market that I serve. I can do it inside the way I launch. How many of you guys know someone who's waaay worse than you are, but they're making more money than you do? Pisses me off…   ….what about you? I'm like that is not right, and it’s one of the reasons why I'm diving so heavily into what a campaign is… A campaign is NOT ads, but ads can be part of it. MAKING NOISE There are two different styles of campaigns, and I've been making HUGE lists of the major launch campaigns and evergreen campaigns that I've seen…   ...because that's how crappy people are making more money than you, that's how they're making more money than me…. They just make more noise. I'm a marketer - I'm a professional noisemaker. ...and the people making MORE money... well, they just know how to make MORE noise.   BOOM! Oh yeah, wasn't that awesome? Hey, just real quick: A few months ago Russell asked me to write a chapter for a secret project he was doing. I had to write a chapter for a book, this was the letter I got from him. He said: "Hey Stephen, let me ask you a quick question... You suddenly lose all your money, along with your name and your reputation, and only have your marketing know-how left. You have bills piled high and people harassing you for money over the phone. You have a guaranteed roof over your head, a phone line, an internet connection, and a ClickFunnels account for only one month. You no longer have your big guru name, your following, your JV partners. Other than your vast marketing experience, you're an unknown newbie... What would you do from day #1 to day #30 to save yourself? Russell Brunson Hey, if you want to see my answer and a bunch of other marketers who also answered that in this amazing book and summit, just go to 30days.com/stephen.   You can see the entire summit, you can see the book, you can see what we wrote in there and each of our detailed plans. Just go to 30days.com/stephen.  Advertising Inquiries: https://redcircle.com/brands
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Jun 11, 2019 • 28min

SFR 250: Living Legends...

I have the incredible honor of speaking at Carnegie Hall in September with MARTHA STEWART, MICHAEL E GERBER, DAN KENNEDY, HAL ELROD, and other beasts. I'm beyond humbled by this. Here's the full scoop...   Frankly, I just love being on stage speaking and teaching.   Some of the early stages I got to talk on were Russell's - I did a lot of fulfillment for the original Two Comma Club program.   Back in the day, we did something called the FHAT Event which lasted for 3 awesome, intense days.   We’d go from:   Day #1:  9:00am to 6:00pm   Day #2: 9:00am - 1:00am(ish) - it was a long day.   Day #3 :9:00am - 6:00pm   By the end of the event, everyone was just exhausted.   Russell did the first event because he was testing materials and seeing where we needed to change things…   Then after that, he largely handed it over to me, and he just came in for a few one or two-hour guest speeches.   WHAT I LOVE ABOUT ENTREPRENEUR EVENTS   I remember there was this one particular FHAT event…   On the second day, I took a break to grab some food and went to Russell's office to sit down. Russell was like, "How are you doing?"   I was like, "Wheeew….”  I was just bringing it down... and trying to relax for a second…   ... THAT was a  very aggressive fast-paced stage for me - I loved it.   Russell goes, "How's everyone doing out there?"   We’d always talk about how the audience was responding:   Were they getting it?   Did they understand?   Which principles had tripped them up?   Had we managed to bridge the gap for them?   We’d chat back and forth exploring all the scenarios, but this time, when Russell asked, "So how are you doing?"   I kinda paused for a second…   https://media.giphy.com/media/1qXJDYI8lTG8SVhUZW/giphy.gif   Russell noticed and asked, "What is it?"   He may not remember this, but I said, "Dude, I can see those who are getting it and those who aren't. They're not telling me. I can see it."   And he goes, "You're getting that already, huh?"   I was like, "That's a thing?"   Russell said, "Yeah, yeah, I can stand up at any moment and, I've been doing it so long, I can see those who are with me and who it's clicking for and those who it’s not -  so I'll stop and I'll cater to those people who aren’t getting it."   https://media.giphy.com/media/7YCVWDMbIWTBNuTD9c/giphy.gif   I was like, "Okay, that's what that is. I'm starting to see that.”   MY FAVORITE MOMENT…   My favorite moment on stage, (and this may sound a little cheesy), is the moment when I see in somebody's eyes that they suddenly realize, "Oh my gosh, my capacity is greater than I thought it was and it's actually always been there."   It's funny to watch as people…   Have personal breakthrough moments   Suddenly see the road map and things start to click.   They're like, "Oh, that dream I've been going for all along is actually possible now."   I don't know. I don't know how else to describe it besides that…   But it's a thrill for me because you can see it happen in peoples' eyes as they listen to you.   Those of you guys who educate, teach or get on stage, you know what I'm talking about.   There's that moment where you can look at them, be like, "Bam, right there... I just caused the epiphany." About 6 months ago, during the Two Comma Club Cruise, I’d just finished a big session,  when a guy walked up to me and goes, "You're a really dynamic speaker."   People have told me that before,  and I still don't know what that means... So I said,  “Cool! Thank you,"  but what he said next made my jaw hit the ground…   He looked me straight in the eyes and asked "Do you want to come  speak at Carnegie Hall?"    I was like, "Are you completely serious right now?"   He said, "100%. We're going to see if we can get all these huge names," and I was like, "All right. Cool. Just keep me in the loop."   Six months later,  it's happening - it's in the bag -  it's an event called Living Legends, which is extremely honoring.   So I'm going to share an interview that explains EVERYTHING to you…   BECOMING A CELEBRITY ENTREPRENEUR I have a very special guest…   His name is Clint Arthur.   Clint and I, have frankly only known each other personally for probably six months, but I am blown away and just completely floored with what he does, his skill set, and who he helps.   What he does, when you're in a certain place, is completely magical and I'm very, very honored to have him on here.   So Clint, thank you so much -  welcome to the show.   Clint:       BOOM!   Steve:       In the middle of Carnegie Hall. What?   Clint:       Yeah.   Steve:       It's a proxy BOOM! Oh man.   Clint:       That's a Carnegie Hall ‘BOOM!’ for you - that's what that is.   Steve:       You're warming it up for us - thank you so much.   Clint:       Yeah, baby. Yeah, baby. Well, it's a pleasure to be with you... I met you on the cruise, I think.   Steve:       Yeah.   Clint:       The 2CCX Cruise - that was an amazing experience…   Really, the best part of the whole 2CCX program was the cruise.   I really believe that's because it was a special event.   When you participate in special events, it's not only great for the sales funnel… it's great for sales funnels for a reason...   It really does deepen the experience of the customer/client/ the person you're trying to transform their life... it opens up possibilities for people to have MORE community.   So as a result of that, here we are -  so great to be with you.   Steve:       That's so awesome. We're really honored, honestly.   Now just because some of my audience may not know who you are, which is baffling... but could you tell everybody what is it that you do?   Clint:       I am a celebrity entrepreneur -  which means:   I'm the MOST famous guy that nobody's ever heard of.   I’ve created systems, formulas and scientific methodology for creating celebrity positioning in the eyes of your customers and prospects.   So part of that is,  I have done 107 television appearances.   You might have seen me on FOX Business Channel, CNN, Headline News, or The Today Show with Brooke Shields… When Brooke Shields said, "Clint, you can have all of these plans and want to scale Mount Everest, but how do you keep from falling off the track?”   I said, "You've got to invest in mentors."   I said it then, and I meant it… and I mean it even more now.   Investing in mentors has been part of the reason why I have gotten to where I am.   Part of what I've done to become a celebrity entrepreneur is to become  Dan Kennedy's Info Marketer Of The Year - that's a great honor for me.   It’s something that really opened things up for me in my career and deepened my relationship with Dan Kennedy as my mentor.   So those are some of the things I've done.   I've also written a bunch of best-selling books...   My new book is called Celebrity Entrepreneurship.   Some of my other best sellers include:   What They Teach You At The Wharton Business School - I’m a graduate of the Wharton Business Schools entrepreneurship program.   The Greatest Book Of All Time...   I wrote this other book called The Last Year Of Your Life  - where you live as if you're going to die at the end of the year…   I told one of my friends, I'm going to add in videos and audios, it's going to be the greatest book of all time with those attached as links in the Kindle book, and he goes, "Why don't you just call it The Greatest Book of All Time?"   So I did, and that became my first real big selling book…   I sold 26,000 copies of that book.   Steve:       Wow. That's awesome. That's incredible.   Clint:       And it has contributed to …( I don't even think you know this…) Starting June 8th, I will be the host of a NEW talk radio show on WABC Radio in New York City called The Greatest Show of All Time.   Steve:       Oh my gosh. That's amazing. Just pushing straight on in there. That's incredible.   Now, actually, it was Peng Joon I started talking to about what it is that you do, and everything…   He was talking about just how incredible your stuff is and how amazing it is.   Why is it important to eventually become a celebrity entrepreneur for your audience?   Clint:       Well, I say on the back of my book that entrepreneurs struggle because they think that people are buying their products and services, but really people are buying you.   Who you are is more important than what you actually do.   ...especially if you're selling a product or service that's similar or equivalent to others that are in the marketplace...   The only difference is you.   If you're a financial advisor/  a realtor/ a doctor, or selling any kind of widget, there's a similar widget to what you sell - the main difference is who you are.   HOW TO BE A SUCCESSFUL ENTREPRENEUR…   What I do as a celebrity entrepreneur is help my clients position themselves as celebrities in the eyes of their customers and prospects.. and that's really using marketing on your personal brand.   That's what *this* is all about.   … and that makes all the difference in the world because people are NOT buying your widgets; they're buying you.   Steve:       Absolutely. I just so appreciate you taking that angle on it too.   There are a few places I've spoken at... where it's only been about getting authority for authority's sake, but you're saying let's get it so it pushes the message and the product more…   … because that's what they're gonna be buying anyway.   I love that. I'm very, very thankful for that. It's awesome.   How did you get started doing this?   There are gonna be a lot of questions revolving around ...   This is not something that my audience is gonna be very familiar with.   Clint:       Hey, I started out as an entrepreneur selling butter.   Steve:       Really?   Clint:       Yeah, really. That's really where this all began.   I was selling portion controlled butter in Las Vegas to hotels and casinos.   So if you've ever eaten bread and butter at Bellagio in Las Vegas, thank you for helping to put my daughter through the University of Southern California…   For a long time, pretty much every piece of bread at Bellagio was buttered with Five Star Butter, which is my company.   What happened was a lot of these celebrity chefs starting coming in: Bobby Flay, Gordon Ramsay, Emeril... and I wanted to get the celebrity chefs, so I came up with this idea…   What if I could be a judge on Iron Chef America and make myself a celebrity butter expert, not just the guy selling butter?   I talked the producers of Iron Chef America into making me the judge of Battle Butter... (you can watch that episode on my website, fivestarbutter.com and see me judging Battle Butter).   That was the beginning of my celebrity positioning as an expert.   Now, I tell you what, it changes things when you become a celebrity expert in what you do, it really does.   THIS WILL BLOW YOUR MIND   I heard a statistic that:   The number one top celebrity in the marketplace gets 50% of all the revenues.   The number two celebrity in the marketplace gets the next 25% of the revenues.   Number three, through infinity, split the remaining 25%.   That's why, if you're not the number one top celebrity, you are surviving on crumbs while everybody who you admire is feasting on giant pieces of pie.   For example, Tony Robbins, Date With Destiny…   Date With Destiny alone represents 10% of the entire live event seminar industry in its revenue.   Steve:       Oh my gosh.   Clint:       If you do the math, which I have, you will see that just that one event is 10% of all live seminar tickets.   Steve:       Geeze. I had no idea.   Clint:       Because he's the number one guy ... And here's the funny part…   Go into any bank in America and ask the teller, "Do you know who Tony Robbins is?"   … they're going to say ``No,” because he's NOT a real celebrity - He's a celebrity entrepreneur.   The same thing goes for Grant Cardone, who everybody worships…   I will show you videos where I'm doing seminars with financial advisors and I'd say, "Anybody recognize this guy?"   Not one hand goes up.   Nobody knows who he is because they're NOT his customers or prospects... and yet two months ago, he filled up Marlin Stadium...   And most of the people watching this video know exactly what I'm talking about.   Steve:       OH, YEAH.   Clint:       When you're a celebrity entrepreneur, (which is something that I pioneered, systematized and scientifically analyzed how do you do it), you're a god to your customers and prospects…   ... but the rest of the world doesn't know who you are.   And that's what I help my clients to do.   Steve:       It seems extremely magical sitting on this side of the screen listening to that. That's impressive. That’s so, so amazing.   Now, what should somebody do if they're trying to get started as celebrity entrepreneur?   Clint:       Okay. Well, the important thing to understand is that there's no time that’s too soon.   The sooner you start building your positioning as a celebrity in the eyes of your customers and prospects, the better off you are... because the product you're selling is irrelevant.   A lot of people come to me and say, "I don't have a product yet. I don't have a book yet. I don't have this data or anything yet, " and I just say;   “But you have you. You're already you. And you're always going to be you so you might as well start building your personal brand."   Really, there are five ways to do it.   Television is the most powerful way.   I'm not saying you have to go on Good Morning America first - that's a mistake. Don't go on Good Morning America first, go on little tiny local TV shows first.   Then the second great way to do it is by becoming a speaker.   I wanted to meet you, Steve, because you're such a great speaker…   I don't know if you've always been, but I doubt you've always been…   I’ve personally found that speaking is an acquired skill.   You have to learn how to be a great speaker - so there's no time that's too soon to start learning that, is there?   So go out there and start learning how to speak and start speaking in important places - the second part of my formula is to become a VIP speaker speaking in very important places.   The third part is one of my favorite things, celebrity attachment.   That's taking photos with famous people, and anybody who goes to my website will see I'm in photos with all kinds of famous people from Brooke Shields to Caitlin Jenner  - Ringo Star to Mike Tyson - Hilary and Donald Trump. I don't care.   I'm an equal opportunity celebrity selfie slut.   The more famous they are, the more I like it. That's it.   Part four my formula for celebrity entrepreneurship is to be a best selling author.   I've already dropped some of my best selling book titles on you guys. The fifth part is to be an award winner -  Win Awards!   I told you right in the beginning, I was Dan Kennedy's ‘Info Marketer of The Year,’ and you, as an entrepreneur, need to figure out how you can win awards too.   Steve:       That's amazing...   TV   Speaker   Celebrity Attachment   Best Selling Author   Award Winner   Clint:       Ideally you want to win an Academy Award, but if you don't have an Academy Award, then you've got to win something else.   You won a Two Comma Club X award, you won a Two Comma Club award -  whatever you can get!   The better it is, the better it's going to be…   You put all those steps together and you’ve radically transformed your positioning in the eyes of your customers and prospects.   Ultimately you want to accomplish each of those things.   Steve:       That is insanely valuable. I hope everyone's enjoying that. I can't put it off anymore… Where are you standing... and why are we talking about it right now?   I can't even hold it back…   CARNEGIE HALLClint:       Right now I'm in the lobby at Carnegie Hall in New York City.   Steve:       Oh!   Clint:       Yeah! And the reason why I'm in the lobby of Carnegie Hall in New York City is that I just finished my meeting with the production manager, the stage manager, the person who did all the contracts for my first of its kind entrepreneurial conference at Carnegie Hall.   They've never had an event like this before…   “It's so unique, Clint. We've never had anything like this, Clint. We're so excited. We can't wait to sit in on and see some of the people that are going to be ... You're really going to have Martha Stewart at your conference?"   Yes. I'm really having Martha Stewart at this conference.   "You're really going to have Coco and Ice-T?"   Yes. Ice-T and Coco are really going to be there.   "You're really going to have Scorpion -  the guy who produced five seasons of the TV show Scorpion for CBS? My dad loves Scorpion."   Steve:       That's a good show.   Clint:       That's what the lady said.   I'm like, “Yeah, Scorpion himself. You're going to be able to pick the brain of the smartest man on earth. Imagine what you're going to find in there.”   Albert Einstein previously spoke at Carnegie Hall. His IQ was 160. Scorpion's IQ is 197.   Steve:       Holy Cow!   Clint:       ...and who else is going to be speaking there?   Dan Kennedy will be speaking at this conference.   Michael Gerber, the author of The E-Myth, number one New York Times best-selling book for years and years and years   ….he’s changed so many entrepreneurs' lives.   Michael will be doing multiple days of speaking at this event, including the hot seats on the stage.   Amazing. Who else?   Jerry from Ben and Jerry's ice cream, the founder.   So look at this…   You've got Martha Stewart who turned herself into a household name...   Then you've got a guy who turned cream and sugar into a household product. Right?   Steve:       Yeah.   Clint:       Who else is going to be here?   Oh, Hal Elrod, ‘Miracle Morning’. Are you familiar with that book?   Steve:       Very. Yep. Got that and the journal right here.   Clint:       Right? Self-publishing phenomenon. By the way, he's one of my students.   Steve:       Oh, cool.   Clint:       He couldn't afford to come to my Celebrity Launch Pad TV Publicity Transformation Event.   He registered, and then he calls me the next day and goes, "Clint, I'm really sorry. I talked it over with Ursula and we really just can't afford it."   I'm like, "Wrong. I'm going to make it possible for you to do it. We're going to come up with a payment plan and you are coming on Celebrity Launch Pad."   He booked himself on 13 shows   I have the video of him, and he's like, "Any time I'm being considered for a speaking gig, I send them my TV appearances for them to evaluate me because it separates me so much from everybody else who's trying to get those same speaking gigs."   Anyway, he's one of my students and he will be speaking there.   Who else is going to be speaking there?   Princess Marianne Parker, another one of my students.   She transformed herself from a Bulgarian peasant to the princess of etiquette.   She's going to tell you how etiquette saved her life and made her wealthy.   And who else is going to be speaking there?   This guy named Steve.    Steve:          I heard he had big eyes and he’s probably gonna yell a lot. He's gonna drop a few ‘BOOMS!’ in the Carnegie Hall.   Oh!   Clint:       This event is called The Living Legends of Entrepreneurial Marketing.   This man, Steve, built 500+ funnels for Russell Brunson and ClickFunnels. How freaking legendary is that? Unbelievable.   I'm really excited to have you join us on the main stage for two sessions of dropping booms all over Carnegie Hall.   I'm really excited to share you with my audience because you're such an amazing speaker man.   Dude, you are an amazing speaker. I love you and I'm excited to share you with all of my friends who are going to be coming to this event.   HERE COMES THE SCARCITY & URGENCY   There are only 600 tickets total for this event.   Steve:       Holy smokes.   Clint:      Super special. Super special event. Tickets are available and people should be getting their tickets as soon as they can.   Steve:       That's awesome. Hey, so what are the dates so people know?   Clint:       September 26th/ 27th/ 28th in New York City at Carnegie Hall. Yeah, the one, the only Carnegie Hall. That's right.   Steve:       The actual Carnegie Hall.   Clint:       Yeah, the actual one!   You know who's spoken in here besides Albert Einstein? This is the coolest.   In 1906, Mark Twain gave his last lecture at Carnegie Hall.   I've asked Dan Kennedy to come and give his last lecture.   I said, "Dan, if you were going to die and you knew you were going to die and your kid came to you and said, ‘Dad, what should I do to thrive as an entrepreneur?’ that's what I want you to share with the audience."   That's what Michael Gerber is going to share.   That's what Martha Stewart's going to share, Ice-T, Coco, Scorpion, everybody. You too.   What is the magic sauce to thrive as an entrepreneur?   I'm so excited to hear what everybody has to say.   Steve:       Yeah. I just, I can't even tell you how stoked I am.   When you asked ... I was trying to ... “Oh, yeah, no, I'll be there, Clint. Yeah. Let me check. Yeah, no, I can be there.”   Then I hung up and I just started yelling.   I'm so excited, man.   Thank you so much. Very excited for it.   And you guys, you can go to seestevelive.com and it will take you over to the tickets - so you guys can go get booked up. Only 600 tickets, guys. That is NOT many. Go get one - especially for all those names.   Clint:       There's not 600 left... I've already been selling tickets.   Steve:       Oh, really?   Clint:       A lot of the VIP and Elite Tickets are already taken.   There are different levels…   There's general admission -  if you just want to come and you're scraping it together to make it.   Step up and show up for this thing - it will change your life. Going to events really does change you.   Steve:       Yeah, it does.   Clint:       You told the story of going to your first Russell Brunson's ClickFunnels Live and how that changed your whole freaking life.   Steve:       Yeah, everything.   Clint:       Well, that's what's going to happen here. Where was that ClickFunnels live? Somewhere in Orlando?   Steve:       Yeah. San Diego, actually. Yeah. Yeah. It's far.   Clint:       San Diego. Dude...   This event is at Carnegie Hall with Martha Stewart, Dan Kennedy, Michael Gerber, you and Scorpion, the smartest man in the world.   You see, what people don't understand is that the venue changes the event.   You can have the same performers, one of them performing, one time performing here and the next time performing at some arena someplace.   You're going to get a much more intense performance at Carnegie Hall because the venue brings out the power from the performer.   The performers rise up to the venue.   You know who else has spoken in Carnegie Hall? Aside from Albert Einstein and Mark Twain, we had…   Franklin Delano Roosevelt   Elenor Roosevelt   Teddy Roosevelt   Martin Luther King   Ernest Hemingway   Groucho Marx   Andy Kaufman   Jerry Seinfeld   The Beatles   Frank Sinatra   Liza Minnelli   If you have been a living legend, you've performed at this venue.   ...and that's why I selected it. That's why I'm paying the big money to get it.   That's why I'm paying the big money to have all these incredible names come and share their last lectures with my audience to change entrepreneurs' lives and their vision of what's possible in the future.   Steve:       Man. I'm not going to stop press and record. This is so awesome. Holy smokes!   I'm so psyched about it.   So September 26th through 28th. Literally Carnegie Hall! Obviously, New York City. 600 people.   Go to seestevelive.com.  and it’ll take you right over there.   Anyways, Clint, thank you so much for being on here. I really appreciate you being on. I can't even explain what kind of an honor this is.   Clint:       I'm so excited to be doing this. I have a testimony on my website from Peng Joon, because he came and spoke at one of my events at NASDAQ, and he said:   "Clint specializes in creating experiences."   That's really what I do... and that's what I've created here:   The experience of this unique first time ever entrepreneurial conference in this venue is going to be historical, life-changing, and career changing, and you don't want to miss it   I'm looking forward to sharing it with you, all of your friends and your audience; September 26th, 27th, and 28th. Thanks, Steve.   Steve:       Oh, sir, thank you so much. Appreciate it. We will see you there.   BOOM!   SEE STEVE LIVE   So several years ago, I walked by a stage in a basketball stadium.   It was my college campus and I was deeply concerned with what I wanted to do in my life.   For some reason, I looked at the stage and thought, "Huh, one day I wanna be on stage. I wanna be an entrepreneur and I wanna buy and sell companies."    Well, while the last one hasn't happened ... yet, Muahaha... stage and entrepreneurship have.   And as my business has grown and my message has spread, a frequent question I'm asked is, "Steve, what stage will you be on next?"   Now I totally get that this feels, maybe, a little conceited here...   But considering my childhood fear of speaking up, being heard, extreme lack of self-confidence, and getting in front of people, back in my growing up days, I feel satisfied.   I thought I'd tell you where I'll be in the world coming up.   And funny enough, just literally go over to seestevelive.com, and it'll forward you to the next place.   I love stage and it's one of my biggest things to look forward to in my current role in my business.   From little 10 person masterminds all the way to gigantic 5000 person events - from free seats to paid events - events have always been one of the ways I can deliver the MOST value and get the greatest “AHA’s” in the shortest amount of time.   Just come say hi, and go over to seestevelive.com. Advertising Inquiries: https://redcircle.com/brands
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Jun 7, 2019 • 14min

SFR 249: Leverage Information...

This is honestly the easiest way to make money from what you already do...   I've coached a lot of people now, but there have been a few times when I’ve heard the objection: "Stephen, I don't know that this could work for me?"   So, it’s time to do some excuse busting because the truth is...   You can leverage information, whatever your field of expertise is.   ...and the fantastic news is, you don’t have even have BEST in your field or EVEN the best marketer to make a decent amount of money.   In fact, there are plenty of people who are really bad at selling, but who have a good product and make great money.   Enough money to...     Massively supplement their income     Pay bills   Give up the 9-5   You can be quite bad at this and still make good cash.   … which is why this is such a HUGE deal.   So this is for EVERYBODY who says, “I don't know if this would work for me?”   My GOSH, *YES IT WOULD*   Whatever expertise you carry in this world, teach it and make a course about it.   If you're like, "...but I don't know how to do that."   There are a million things out there to teach you how.   The question is no longer, "Are the models out there?"   The question is no longer, "Do I have the tools out there?"   The question is more about belief.   I want to help anyone who hasn't launched anything yet…   If you've been following me for six months, and you still haven't launched a product yet…   Let me give a little tough love and make you aware of that.   Can I say, “Sack up?” Is that all right?   Just go for it. Launch something. Just get it out the door. You're not gonna make it perfect. You can't. You're not the one buying.   Get it out the door and start measuring feedback...   Take the pressure down and understand that all of these choices don't actually sit on your shoulders...   It's such a good thing to realize as an entrepreneur.   My ability to be successful with this is not so much on my shoulders - as far as the decision making…   All I have to do is learn how to listen to what the market's telling me to do and then put it in these frameworks and just move.   So if you’re ready, let me show you how you can leverage info to make MORE money, listen up!   THE EXPERTS SECRET   First, I want to bring your attention to a section in Expert Secrets.   I LOVE this book…   But there’s a strange phenomenon I’ve noticed.   When people quote from this book, there's an area that doesn’t get much attention… and it's this freakin’ gem that MOST people will just skip over…   I’m not making fun of anybody, but I just want you to know that there’s a piece right at the very beginning, (actually it's not even technically chapter one, it’s in the introduction)... where a gem is dripped out that I most people don’t understand...   TWO TYPES OF EXPERTS   There are two kinds of experts…   The first kind of expert is the expert who's selling information about their expertise itself. That's all they do - they just sell information products.   The second type of expert is someone who is leveraging information products for an existing business.   Information products are amazing because there are such huge amounts of margin in them.    The major con is that people understand that there's NOT a lot of cost to fulfill.   If you’ve followed me, you’ll have seen me talk about the benefits of info products versus physical products before…   There are heavy pros and cons pretty between the two of them. I don't think that it's one or the other. I think that they should work together.   But the second kind of expert leverages info in a certain way that most people do NOT understand.   One of the fastest ways that I know to blow up a company is to create an info product that sits in front of the actual thing that you do.   Now I want to share some quotes direct from the Expert Secrets Book   On page XXIII, it says:   Complicated sales will come easy because the information products will indoctrinate potential customers about why they need your products.   … I've found this to be 100% true.   For example:   People who listen to my podcast consume my sales messages waaay easier later on. That's no surprise…   Because they’ve spent time with me, watching or listening to me speak.   I’ve already given value and created a relationship, so the next step to buyer is much easier to take.   Expert Secrets goes on to say…   You'll be positioned as an expert instead of a commodity. People will pay you more for the same thing they could get somewhere else. All other options will become irrelevant. Price resistance will disappear and future sales will become easier.   That’s a very powerful point!   HOW TO INCREASE SALES   The book goes on to say...   You will be able to acquire unlimited customers for free.   ...which is very true!   I have more leads right now than we can actually handle.    For the last few months, (and moving forward), the major focus in my business has been how to actually handle all the leads that we get?   Where are these leads coming from?   Publishing.   Information products.   By design, I’ve matched up my expertise with the information space.   That doesn't mean you have to create the same kinds of things everyone else, I'm not saying that at all.   I'm saying you have to couple your expertise with info so that, (and back to the Expert Secrets)...   You'll be able to acquire unlimited customers for free. So every backend sale you make will result in a 100% profit. You will be able to grow much faster.   This book has taken me over a decade to earn through trial and error, making thousands of offers to millions of people. I'm only sharing strategies and tactics that are proven to work. Hope you enjoy the book.   (...I just love that as an intro.)   So now, I want to give you a working example of HOW this can work for any industry…   HOW TO MAKE MORE MONEY AS AN ARTIST   Recently, I had the pleasure of coaching an amazing lady. She was a musician…   This case study came from the OfferMind Masterclass; it's a fast, but powerful example.   This should be very encouraging if you’re trying to figure out if you should move forward on something like this. It’s a HUGE opportunity and it changes the whole business model as we know it. I feel weird saying it; ‘cause it makes me feel kinda biz oppy, but it's true…   So, let me ask you a question:   Q: How amazing do you have to be to make money as an artist?   A: You’ve got to be really good - really, really good.   To make money as a musician you’ve gotta be at the tippity, top, top, top - all the way to the top - in order to make actual cash.   So on a scale of 1- 5, your Artist's skill = is gonna be a five. Q: Stereotypically, how much money do you make as an artist?   A: Typically, you make no cash at all - so I’m giving it a one   Starving artist is a term for a reason.   So I might have level five skills, but be getting paid at level two - which is crazy, but it's how it is...   Here's what's fascinating…   If you were somewhat of a good artist but you chose to teach other people certain types of strategies/ skills/ history of the music piece that you've learned how to play, or whatever…   You actually can combine information with being an artist... and cash flow very hard.   I could be level one/ two at selling information, but it could bring in level four/ five revenue - it’s sorta the exact opposite. So…   Here’s another question for you:   Q: If I lead with info and sell how to stuff that’s truly valuable, what's the skill level I need as a marketer in order to make money in the info product space right now?   A: I'm going to say a one.   There's a lot of people who are extremely bad at selling but have a good product, so they still make great money…   You can be quite bad at this and still make good cash.   … but it gets EVEN better   LIQUIDATE THOSE AD COSTS   https://media.giphy.com/media/57WAdFQc3tba3OkCFZ/giphy.gif   So here’s one of the things I like to do to help me breakeven with my products…   If I have a $1,000 or a $500 product to sell, (which is not abnormal for the internet)...   Historical price points around the info product space are around 500-3000 bucks.   If you have any kind of aversion to that, as I say that, in a … “URGH, I've never paid thousands,” kinda way...   Let me set you straight:   You're NOT the one buying it - SO GET OVER IT!   If you're like, "I wouldn't buy  your product at that price..."   Make sure your product is darned AMAZING - so that you WOULD buy it!   Understand that people are already buying at that price point like crazy.   We have a thousand dollar product and it costs us about $100 - $150 to generate one buyer, but one buyer is worth  A THOUSAND DOLLARS*... (and we're about to raise the price).   But we can do better than that ;-)   So we started selling a $57 product in front of our $1000 one…   And that $57 product generates 4-5 purchases for every $1,000 purchase.   Now, did you notice what just happened there?   If we're spending $100 to $150 to generate a thousand dollar buyer, but now we're doing 5x $57 upfront, that means we’ve liquidated the ad spend it took to generate the buyer.   Now it's literally $1,000 pure profit  - and that comes in multiple times a day.   MY NEXT BUSINESS STRATEGY   So having just liquidated my ad cost what should I go do next?   I’ll do what I always do and start a podcast for that particular product to fuels it.   We took all the cash that came and dumped it right back into ads to create more leads.   It's stupid easy when you start looking at numbers that way…   When you combine info and your expertise people will pay for the information because it's extremely valuable...   Has this not been valuable? I mean come on, this is ridiculous, right?   Maybe this is a little bit too intense for what I should be giving for free… but that's why it works so well.   If you want MORE…   My course, OfferLab is a year-long coaching program with me and a bunch of other coaches from my Rolodex.   It's a specific three-day event where you go through and you're highly prepared to get thing outta the door...   There's a lot of material I have you go through, it's very ‘fill in the blank…’   Then you come into the actual event and it's very work-shop-ish. It's NOT just me ‘sprekening’ ;-)   It's everything to help an individual launch their core offer.   … that's why OfferLab was built.   BOOM!   If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good.   But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?   That's what I struggled with for a while until I learned the formula.   So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.   Wanna come?   There are small groups on purpose, so I can answer your direct questions in person for two straight days. You can hold your spot by going to OfferMind.com.   Again, that's OfferMind.com. Advertising Inquiries: https://redcircle.com/brands

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