Sales Funnel Radio

Ho, oh, boom! What's up, guys? This is Steve Larsen. This is Sales Funnel Radio. Today we're gonna talk about my four favorite traffic methods.   I spent the last four years learning from the most brilliant marketers today, and now I've left my nine-to-five to take the plunge and build my million dollar business.   The real question is, how will I do it without V.C. funding or debt, completely from scratch? This podcast is here to give you the answer.   Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels.   My name is Steve Larsen and welcome to Sales Funnel Radio. What's up guys?   Hey! I know it's already right on the whiteboard right here... (for those guys who are listening, obviously I'm going to explain everything as well.)   I wanna walk through this here real fast. It's a question I've been getting more and more frequently, and if you guys don't know, I actually don't like driving paid ads.   Now, please understand what I'm saying, we drive paid ads. But I don't want to learn how to do them.   When launched one of my first products I went and I put it out there, and I was super excited, super stoked. I was like, "Look! I birthed this amazing thing, World! Hey, this is incredible, it's amazing!"  I was so proud of myself because after a year it had done 60 grand with no ads spend. It was a little over a year, but I was like, "Oh my gosh, check this out!" I remember feeling really excited about that.   I was like, "I am the freakin' man, everyone bow to me!"  I wasn't saying that but, in my mind, I was like, "I finally did it" I finally made something work.  It was after a lot of tries. A ton of tries... and finally something worked, and I was proud of it. I was really proud of it.   I remember feeling so proud that I hadn't spent any ad spend, and it was still doing that well.   I don't remember who I was listening too, I think it was a Joe Polish thing, and some of Russell Brunson's stuff. Anyway, all of a sudden I had this epiphany: "Shame on you, Shame on you, you're not spending money on ads, right? I  started realizing that a real marketer would wanna be able to spend as much money as possible to acquire a customer, right?   If you think about those massive marketing phrases: "Whoever can spend the most money to acquire a customer wins." Those are like, laws of marketing. And I was like, "I'm not even spending any money. Crap! That means I'm not actually a marketer... I kinda accidentally came into that cash." I was like, "I need to be able to spend as much money as possible  in order to actually acquire customers." So it changed everything for me.   I started going through, and instead, I started building out funnels where not only the price point allowed me to dump cash back into it, but I started structuring to remove my ad cost.   But I was like, "Wait I don't actually wanna learn how to do this ad game." And I know that might sound crazy, but I really wanna just stay on just the funnel-building offer creation peak.  I wanna stay on top of that peak.   I used to climb a lot of mountains we did a lot of backpacking growing up. I grew up in Colorado. I loved it, absolutely loved it. Time with nature. Super cool. Teaches you a lot of stuff. But I never once, funnily enough, climbed two peaks at the same time. It's a weakness of mine to try and do lots of things. But I started looking at what I was focusing on in the same way as climbing mountain peaks.   Now I don't want to be a renaissance man. Renaissance men don't get paid anything. Obsessers get paid. So, I'm gonna stay on my obsessing peak of just being the offer creation guy, and teaching people how to build inside of a funnel. That's really what I do. And that's what I'm really freaking good at. So I'm gonna stay there.   If I go and learn something like ads, that's gonna distract from my peak. That's gonna require me to come off my peak and try to climb another one high enough to make the other one successful. That doesn't make sense.   I know many times I've dropped the fact that I'm going to interview my amazing team. There's one specific thing I've been waiting for in order to do it, and I'm so excited for it. It's gonna be really, really cool. Soon as it happens I will get my team in here and I will interview them.   I found an amazing ads-driving individual, and she's incredible. She's absolutely amazing. I'm like, oh my gosh, blows me away. Very, very good...   I personally like to obsess. She obsesses over the act of driving Facebook ads to the degree that I obsess over building funnels. I wanted someone like that, and you should find someone like that.   If someone's like, "I don't know... Hmmm, I can do it." Don't hire 'em. Hire someone who's ridiculously obsessed. Somebody who, it's not logical how obsessed they are. That's the kinda person that you want. It took me a long time to find, a long time to find her, but I found her. She's amazing.   But what do I obsess over traffic-wise? I know you guys can see right here, but I'm gonna walk through real fast these four things to show you guys how I actually get traffic.   These are my four favorite methods of getting traffic. These are my four favorite methods of getting sales, specifically. I don't like to obsess just on the act of getting traffic, I obsess over how to get sales. That's a different question. Now, traffic is money, but I don't just wanna get eyeballs.   I actually started out as a traffic driver - you guys might not know that? I was driving traffic for Paul Mitchell. It was right about the time I started learning what a funnel was. I was like, "This is really interesting, huh."   My buddy and I, (I actually I think it was Colton, he's sitting right over there) we were driving traffic to the first funnel that we ever built. That's how we got Clickfunnels.   It was called Fixed Insurance and it was for smartphones. It was smartphone insurance, and it's literally what we used to get our Clickfunnels account paid for. It was really, really cool. We didn't make any money, but we broke even, kinda. Anyways, it was good.   I started experimenting with different traffic methods and I remember once I got 53,000 people to a website in two days. And I was like, "This is awesome! I must be really good at this!"  I could get a lot of eyeballs, guys. But then I started thinking: "Wait, how come I didn't get 53,000 sales?" And I started learning about conversion, and squeeze pages, order pages, and opt-ins.   Anyways, that's one of the ways I got into it. So yes, traffic is money but only if you have a good funnel.   So I like to obsess over the sales methods, not just traffic methods. So please look at what I'm sharing today with that in mind.   All these methods will get you eyeballs on what whatever funnel or event, or whatever thing you're doing. But there are specific ones I like to use that I know will give me sales. And that's the reason that these are the four that I use. I've been very methodical about this for years and I want you to see why I do what I do here.   .... And I'm gonna shove this down your throat again and tell you, you all need to publish!   Publishing is by far the easiest, the best, the greatest, the most beautiful, the most evergreen way to get traffic and sales you will ever have. Ever!   I have never put a dollar of my own into my business. That means I've had to grow it a little bit slow here and there but, man, that was great when I was working a nine-to-five. How did I do it? Publishing Publishing.   I produced value for the marketplace. I was just trying to talk to people who knew who I was. I was trying to solve problems for the marketplace. That's why Sales Funnel Radio exists. That's the reason why my podcast does so well and there are other sales funnel podcasts that are out there that don't.   If you have a product out there, and it's not doing amazing,  you're probably focusing on how to get sales more than trying to figure out how to solve problems for your audience.   Just figure out how to solve more problems, and cash always follows. Okay, rant over on that one.   So number one, go figure out how to publish. Figure out some way you're gonna publish. And the cost to publish (that's what the C is right here.) The cost of publishing, frankly, is time. That's it. Which is why publishing is great if you're just starting out. Time, that's it. Time is the cost of publishing.   It'll take me half a day to get my episodes out For an entire month's worth of content, maybe a full day. It depends if it's a video or not. The video episodes are more challenging than the normal podcasts. Anyways, I digress...   The money potential with publishing is very high leverage. Your sales look like this...   A lot of this comes from the Hollywood model.   How well do you think sales would do on movies if the first time you heard about the movie was the day it came out? Not that good, right?  It actually could be quite bad, right? The sales would probably plummet.   Think about it, how come we know what the box ticket prices are on these movies when they launch out there so well? It's because they build up all this pressure forever. then they're like, "Wow! In two weeks, thirty million dollars! That's crazy!" They're building pressure. That's one of the major, major benefits of continuous publishing.   Right here, is what my sales from publishing look like;  Big spike as I build up a lot of pressure, and as I release the pressure for the sale, a lot. It's usually short-lived, but it can be a lot of cash. It never really goes down to zero, though. Because people continue to find things that you're publishing.   They find the videos. They find the podcasts They find blogs, whatever. And that content lives on the internet for your life. That's the other reason I publish. I'm literally creating a high-leverage asset that is here for the remainder of my life and my kid's life. Which means the call-to-action, all the stuff I say inside of it, it doesn't go away. It's there forever.   So it looks like this, and it'll drop down but it never really goes to zero. It'll kinda stay consistent for whatever it is you're selling. This isn't a scenario of selling just one product.   Now the next traffic method that I really, really like a lot... I'd say kinda both on the same tier, is affiliates and Dream 100. So let's talk about affiliates first, though.   What's the cost of having affiliates? Well if you have Clickfunnels, it's nothing, right? But there is the cost of time, 'kay?   It's time and training. Time and training. I'll say T and T there, 'kay? Time and training.   I've never been able to have a very successful affiliate campaign without teaching people how to actually use my affiliate link, right? So that's the reason why I create programs like Affiliate Outrage. (Which by the time this is out should be out.) We had to wait a little bit because of a few things, but if you wanna know how I train my people, there's a 30-day program teaching you exactly how to be an affiliate. You can use it for anyone's products, but I'm subtly hoping you'll promote mine, 'kay? Which makes sense.   I interviewed 15 experts, and they came in, and they talked about how to go in and use the platform they're an expert in to sell other people's products. You get all that inside of there and pre-built funnels. It's awesome.   The cost of me building out an affiliate army is a little bit intense. Building an affiliate army cost me time, it's a lot of time.  My gosh, lots of time - and some training to set up an affiliate program.   The training is what takes the time. It doesn't take a lot of time to set up an actual affiliate link, that's easy in Clickfunnels.   What do my sales look like with affiliates? Let's say I'm not doing something like an affiliate contest... Isn't it funny, I said these are my favorite traffic methods, but what I'm really tracking here is sales. Who cares about eyeballs if they don't buy anything?   I'm tryin' help you guys see money potential, the cost to get that traffic method, and the potential amount of cash that I typically see from each method.   Now, I know someone's probably gonna fight me on that... please understand that these are very, very plain-flavored, very blank kinda general statements on this stuff, 'kay?   Generally, my sales from affiliates, without an affiliate contest or any no incentive behind it are...   We do have a cool incentive; we just found a way to give people new iMacs without having to sell that much stuff. Ha, ha! Really cool. But typically, without incentives,  sales start out low and kinda steadily increases - especially as you get people to put your affiliate link in things that they're building. Especially when you get people to put your affiliate link in things that they're publishing or promoting or stuff that stays out there evergreen, forever, right?   I'm not talking about people who only drive traffic. That's a good method, but typically for how I use affiliates, I can expect there to be a kinda evergreen, steady, slow increase in the cash that's coming in.   Let's look at Dream 100, 'kay?   Dream 100; what the cost of Dream 100? There's really two costs for the way I use it - which are a little bit more time and money.   Colton's my affiliate manager slash Dream 100 manager. He's studying our Dream 100 people and teaching me about them. Helping me understand who they are and what they like.  We're learning together about these individuals and creating relationships, right? That takes time. Holy crap, that takes time.   Dana Derrick's has a great book about the Dream 100. The first position he encourages you to hire is an affiliate manager. It's what Russell encouraged me to do too.  An affiliate manager, that's your first hire. Not support. Not an assistant. You need to get a revenue-generating position filled.   So the first cost for Dream 100, is time. We'll start to send out little funny things. We've got the rubber fish thing over there. We have a bunch of stuff. We have little flash drives we send out that look like those message in bottle things. We got cool coins that we send out to 'em. It's not that expensive.   I was on stage teaching one of the final FAT events, and Dave Woodward came up. He manages a lot of the same things for Russell, or he did that the time. Anyway, I asked him how much do you spend on your Dream 100 packages to invite people to promote"Expert Secrets," and he said about 25 dollars. 25 to 35 dollars, something like that.   I asked: "Can you measure how much cash comes in for each package?" And he said: "No, it's like thousands of dollars."  Huh, I've never seen an investment do that well. 25 bucks for a package, thousands of dollars back out. Like that's amazing, right?   So anyways the cost of Dream 100 is, time and some money. But it doesn't need to be a lot of money.   I like to send out packages, but you don't need to do that, you could get a relationship with somebody by just solving a problem they have. Bam! You've done Dream 100.   Dream 100 does not just mean packages, 'kay? It doesn't. It means relationships.   Anyway, what the money potential of a Dream 100 kind of strategy?   Well, you might take some time to build up some of these relationships, so typically, not always, but typically it looks kinda more like this: No sales for a while -  a few sales - no sales again for a while - a few more sales. And then suddenly one of these Dream 100 relationships pays off, and you get this big massive win. Boom! This huge amount of cash comes in, right? These are the big wins.   You get all these tiny wins and boom! So it kinda looks like a stair-stepping kinda graph, right? Where it's like, "Hey, cash!" And then nothin'. Lots of cash! And then nothin'. Big cash! And nothin'.   Does that make sense?   So that's what you kinda typically expect the way I use Dream 100. That's what I expect for it to happen. So, there's no cash for a little while but man, you start settin' up, someone agrees, "You know what, yeah. "Let's do a joint venture together. "Promote your thing to my audience. Cool!" And I'm like, "yeah! I'll give you 50 percent for that" I do that for anyone who has an audience. If you guys are interested, reach out to Colton.   So anyways, that's what I do. I give you 50 percent - that's kinda how the cash kinda works. See, how these are all kinda working together?   Let's go onto the next one.   Ads! What's the cost of ads? It's the exact opposite of how I handle Dream 100. It's a little time, but it can cost a good chunk of cash. Now the key for me here, in fact, lemme erase this quick here, Check this o-out. ♪ Yee-hee ♪   By the way, while I'm doing this, ♪ thanks guys for being a listener. Really means a lot to me.   Okay, but think about this; the Dream 100  is the exact opposite. It can be a lot of time, and the cost is typically just a little cash. Anyway, so it's the exact opposite of ads.   Now I'm not gonna go and learn how to do ads, right? So that's something that I outsource. I outsource the Dream 100 stuff too. I like to do the affiliates thing 'cause I like to do the training, and I do the publishing because I'm the attractive character of my products. That's the guru biz, right? I hate being called that, but anyway. I digress...   The cost though of getting the ads out is a little bit of time, 'cause someone else is mostly handling that, right? It can be more expensive when you start spending ads.   Think with me for a second, if I've gone through and I've been publishing, and I do kind of the model that Hollywood follows...   I'm not saying you start publishing six months in advance before you launch your product. I'm not saying you put that kinda timestamp out there but let's say that you're like, "You know what, I'm gonna get my stuff together, get my crap together, and I'm gonna start testing sales messages, I'm gonna give myself two months. In two months, I'm gonna have my product out and my first sale in my hands." That's plenty of time to start publishing, 'kay?   You could even do a month. Start publishing, publishing, daily, daily publishing. I'm talking, Facebook Lives, or  YouTube or whatever. Just be consistent with whatever the platform is. Just marry the platform, right?   Now you've launched in and boom, you get an influx of cash.  Do not take profit. I did not pay myself for the first three months of this year. We lived on savings. I took all that cash and dumped it right back into the business. Where? Ads. My customers paid for my ads.   I built pressure ahead of time; then I went into the ads game.   Affiliates.  I've got a cool affiliate program. It's epic. You should all promote it... That was subtle. We've got cool affiliate rewards. A training program that's like no other on the planet on Earth.   Affiliates bring a steady slow increase of cash into the business.  And as people win, other people start to see like, "Yeah, I wanna keep promoting." Unless there's an affiliate contest, it's slow and steady.   I started as an affiliate, so I have some I have some affinity for affiliates. And that kinda how it typically works. The cash kinda grows, "oh look!" and it's slow, steady growth. That's how it works with my business.   So now ads. Ads typically for me, are very methodical in the beginning. It's not like this huge, big thing. Don't we go test with like a grand, 'kay? We test with like five bucks. Five bucks, ten bucks, then fifteen, then twenty, right? And we keep the ads spend small and see what the markets' reaction is.   There were some people I built funnels for in the past, and they're like, "Hey we got this funnel, it's not quite converting." I asked: "Okay, how much are you spending on ads ?"  "Well, we went, and we borrowed a quarter million dollars and put it into ads." I was like, "A quarter million bucks! How fast did you spend that?"   I don't remember if that was the exact number, but it was monstrous. And they wasted all of it and made hardly any cash. I don't know that much about ad spend. But I do know that is the wrong way to scale 'em though. Terrible, terrible. That's trying to run the Boston Marathon after deciding to do it the day before. That's CRAZY- that's ridiculous. You're not prepared. You're not scaled, you're not figured out, your body has no idea how to handle it, 'kay? The exact same thing here with ads.   So with ads, typically what I see is little, tiny cash. Little, tiny cash. No buys. Then scaling. Then scaling. Then scaling. And they're getting bigger. And they gettin' bigger, right? And it kinda looks like those like stair-steppers, right?  It's increasing at a stair-stepping rate with sale, sale, sale, sale, sale, sale, sale, sale! The frequency of sales increases. The pressure increases as you kinda open up, woosh!   So, look at each of these graphs together.   I've got money potential; the amount of potential of cash for publishing. Now, this is just promoting one product.  I'm gonna go in and do other events, so I'll get definitely influxes of cash. Let's say this is a 60 day period here:   Not that many sales for Dream 100 for a while, right? And then bam! Nice win, right? Bam, nice win!   Now so, affiliates again. Kinda slow, slow cash comin' on out so I always start with publishing so that people start gain affinity for the product prior to me selling to them -they just don't know that. Then I go in and I love to do things, I like to do affiliates and  Dream 100 kinda in tandem. This is not necessarily the order, 'kay?   Publishing is always first. But these other three, that's not necessarily the order that I do them in.   I typically go publishing, take that cash, go directly to back into ads, and then start getting relationships with Dream 100, then I figure out affiliates. Which I probably should've numbered them the other way. It's exactly what I've done for my own business.   So look here, kinda combine these in your mind's eye. What gives you the huge wins? Usually, Dream 100. What kinda keeps the doors open? After, after publishing, what kinda keeps the doors open? Ad spend and affiliates. They kinda scale slow at the same time.   We're gonna do things like contests, events, big giveaways, and huge rewards to create pressure. We literally have a sweet event coming up soon. We'll teach you how to actually promote with Affiliate Outrage. Then we're gonna do an affiliate contest, and then we have an event for the top 20 people to come and just hang out with me for two days. I'll help them and look at their stuff - which is ridiculous. I charge 30 grand a day for my consulting.  So it's huge value to them, but it's a huge thank you from me as well. Back and forth, it scratches both our backs. It's awesome. Right, so that's what we're gonna do. I'm really excited about it.   We've gotta mixture of slow steady cash coming in, and big wins coming every so often with the Dream 100, Bam! Bam! Bam!   Ever increasing ad spend as you profitably... ooh, I love that word, "profitably" increase ad spend and "profitably" spend ad money.  It's not your own money. You took that initial profit and dumped it back in.   So anyways that's my traffic strategies. So when someone's like, "How do you get traffic to this? I'm like, "Well, are you willing to be the attractive character?" If they're like, "No, I won't publish." I'm like, "Alright, well, are you willing to spend some time to figure this out?" They're like, "No, I won't." Well, okay. "Are you gonna spend some money?" "Well, I don't have any money." "Okay,  then your funnel's dead. Alright? Case closed. Well, see you later." And that's true!   You gotta buy your customers somehow. If it's not with money then it's gonna be with time. If you're not willing to spend time, like, be willing to go door-to-door. That sucks. 'Cause there's really three costs. There are three ways to buy a customer. )And I'll end with this here, 'cause this has been a cool episode, and hopefully, you guys got some cool stuff from this.)   Three costs are this: You could buy a customer with money like ad spend. You could buy a customer with time, but there are two kinds of time. There are two kinds of time, and I'm very careful to spend one and not the other. Here they are:   The first kind of time that you can spend is what I was doing when I was a door-to-door salesman. I memorized the pitch, which is great, You all should all be pitching everyone the exact same way, by the way. and making tweaks based on what the market says.   If your pitch is different every time, your funnel is already dying. I don't care, anyway. It's a different topic, different rant, I gotta hold myself in here.   Anyway, two different kinds of time. First, kinda time is the kinda time where I personally go out and pitch. Woov! I will never get that time back. And that person, if they weren't listening, might need me to say the pitch again. I hate spending that kinda time. I hate it! That's why I'm not a telemarketer anymore, even though I was kinda good at it.   That's why I don't do door-to-door sales even though it was an amazing, amazing training ground for me. It was kinda like sales boot camp for me, you know, honestly.   The kind of time I like to spend and the reason why I don't go learn other kinds of traffic besides really these three (and why I outsource everything that has to do with ad spend) is because I want to leverage my time by creating a training program, that doesn't go away when I'm done, right?   They're literally carbon copies of my time, over, and over, and over, and over again.   Making this episode, I know I'm selling some of you guys right now. You might be like, "Hey, let's get him out for consulting, and I'm gonna go get his funnel stash. He's got a book comin' out, sweet! Oh, lemme go to his MasterMind. Lemme do this..."  And I get that, and it's one of the purposes of publishing. I think a lot of you guys know you do that. A lot of you guys reach out and ask that. Which is great. I'm giving value, and you want some back, that's awesome. That's one of the purposes of publishing; I'm solving problems, and you're gonna solve other problems for me. I need cash flow. You need answers. Boom! That's business. That's great. That's marketing. I'm getting too technical on my definitions here. But it's awesome!   I don't need to turn back around though and record this episode again tomorrow for the thousand people that are gonna download this tomorrow, right? I don't! That's my favorite kind of time to spend when I don't want to spend money. It's the other reason why I tell you guys to freakin' publish so much.   If you're like, "oh, I don't wanna publish." Okay, then make a sick affiliate course for people go through and teach 'em how to promote your stuff. That course stays there forever. Unless you take it down, which I don't know why you would.   Your Dream 100 are relationships. I don't like to burn relationships. I'm very strategic about who I hang out with now, and that's great. That's awesome like I'm gonna go create cool, strategic relationships with people that would go and promote it and guess what? Next time something cool comes out, or next time they're putting something out, I might promote for them, they might promote for me again. That relationship's still there, it's time well spent because the value compounds, it doesn't leave.   The reason I don't spend a lot of time on ads, and if you love ads, that's great. Stay in your zone, right? That's your zone of genius, stay there. It's just not my zone. I like to look for ways to leverage my time. I know that you guys might be like, "Well, it works well 'cause I season pixels."  I get that. That's awesome, and it totally works. I just don't want to climb two peaks at the same time.   My peak is funnel-building and offer-creation. Bam! That's it. That's where I stay. The reason why is because if I go and I spend money which I should. If you are not spending cash, it is my firm belief you are not a real marketer. Sorry. I gotta go to the identity spot there. But it's true. If you're like, "Man, I'm getting all this cash. I'm not having to spend any money on it." Argh... okay. Different topic. Different rant. I gotta reign myself back here.   I use these methods so that I can spend a butt-ton of money over here in the ad place. I don't wanna learn that part of it; I'm gonna go spend my time in places where it's evergreen, where it stays, where the value compounds, where it's gonna be there for the rest of my life and beyond.   This is literally one way I am developing the asset for my kids. That's the way I look at it. That's the reason why I do this. It's the reason I'm so protective about my time. I'm a Nazi when it comes to me gettin' crap done. I push really freakin' hard and I know that and you guys know that about me too.  I hope that you do and you learn that trait. It's a learned trait. It's not that I'm born with it. I was frigging lazy as a high-schooler. It's a learned trait. Learn the trait! It's work! It's awesome! Super fun. Best endorphins and dopamine you'll ever have in your entire life.   Remember that episode I did about that? So, please know that that's why I publish. I do affiliates too, but I do training courses about it 'cause my time is re-created. My time is re-created when I Dream 100. Ads, not so much. I might go spend some cash and they're like, "Oh, this is cool." And they click away and, ahh. That's kind of it. That's fine, though as long as I've got these other things.   If you take these graphs and you lay them on top of each other, you can see how the cash continues to come in at increasing rates. Then I'll do another cool thing...   One of the things I like to do to get another peak of cash here in the publishing game is to go to testimonial interviews of the people who bought this first round. I make sure they're successful. I make sure everyone is. If they're willing to do the work. If they just do what I tell them they are. Then I go and I interview 'em. Bam! And that gets another influx of cash comin' in as people hear the testimonials, right?   You guys will see me do that soon. I'm just letting you guys know so when you see me do it you know what I'm doing.   Same with the affiliate stuff, ever increasing. And if I go out like, we got an affiliate contest comin' in Bam! This big influxes, but it's still got, Bam! Still kind of increases at increasing rates. You lace those things on top of each other. What really keeps the doors open in between the downtimes when someone's not bought for a little while, is ads. After you've done your publishing, after you open cart.   This has been a long episode, but I just want you to know why I do what I do and why these four traffic/sales methods are my favorite strategies. I'm actually very methodical about this, and that why I launch in the way I do I do.   I go out and I hit the lists, I go to my hot audience, and you can kinda see how this goes from hot to cold even right on this whiteboard, right? Publishing, hot traffic. That's totally hot traffic. 'Cause they join your list, they get little freebies from you, and you're starting to build pressure. "Hey, it's comin' out. "It's comin' out. "Two days left, get on the waiting list, beta list only." Bam, bam, bam, bam, bam! Open! Boosh! All these people buy, wow oh my gosh, look at this cash comin' in.   Then I go dump directly back into ads, which goes definitely more kinda like the warm kinda traffic area. Affiliates. That's definitely like the warm-hot, people who're gonna promote for me. They are the people who really like what I do. And I know that. And that's great. I'm gonna enable them, I'm gonna give them, I'm gonna try to solve every problem for them. I want to make it really freakin' easy for them to go spend money, to promote my stuff, to drop to their own lists to promote my stuff.   Dream 100s with them. That's definitely more of a hot traffic strategy. So that's kinda how it's laced out though.  I hit each one of the hot-warm-cold traffic areas, but not all at the same time, and I don't use my own money.   I make sure that I'm methodical in the way that I drop it out there so that my customers are paying for more customers which is really awesome.   I just want you guys to see how I've been doing this and I'm really, really excited. If you guys like this kinda stuff, I'm gonna go through a little bit more how I actually do this for what we call a pre-funnel. The pre-funnel is very powerful. It's important, it's amazing, and it's what I'm going to speak out at Funnel Hacking Live 2019 - baby, in Tennesee, woo! It's live, guys. Go get tickets, I think you guys'll really enjoy it.   It's five thousand people this time. Oh my gosh, it's so freaking cool. I cannot wait.   I wanna go through on and teach you guys everything I do before I actually open something like Clickfunnels. It's everything pre-funnel. There's a checklist I go through. I developed it, I thought through it, I was like "Huh, this is actually what I do, "huh, oh, wait that's what Russell does, "oh interesting, does anyone know this? "I don't know!" And as I started building funnels in that way, it's like almost guaranteed success every time and great amounts of cash because of everything I do pre-checklist. So anyways, go ahead and go get Funnel Hacking Live Tickets.   Funnelhackinglive.com We're excited to have you guys. I'm saying we as if I work there, still. I don't but man, I bleed them. I bleed Clickfunnels. I'm even wearing their shirt right now, again. And I just absolutely love it. I love, it's amazing what it's done.   So, anyways guys, those are my four favorite traffic strategies, again. Figure out which one you wanna go do. Figure out what peak you're trying to climb. Stop trying to climb others. And then figure out ways to pull off these others. If you're like, "Hey, I don't wanna do that" That's fine, I'm not telling you that the one I would tell you that everyone should do is publishing.   If you're like, "I don't wanna do an affiliate thing" that's fine. Find someone else's, they can teach your people.   If you're like, "I don't wanna do Dream 100." That's fine. Find someone, find a Colton, alright. Go figure out how to actually go and make that position filled.   If you're like, "I don't wanna do ads," I don't either. Go find someone to do the ads piece.   The publishing one, that's why I shove it down everyone's face so much. I'm like, look, you've got to figure out that. It's is the most ridiculous long-term asset. It's amazing power. Especially in a world today where it's not just the information age, it's actually the attention age. That's how you get attention.   Alright guys, thanks so much. Hopefully you've enjoyed this. Please, please, please. Sorry for the little glitches in the camera here and there. Stupid camera, freaking battery died.   Anyways, if you guys enjoyed this please rate it on iTunes and I really appreciate every guys listening. Means a lot and I'll talk to you guys later. Bye. 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 also, 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?   They're small groups so I can answer your 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

Haha, what's up, guys? This is Steve Larsen.   This is Sales Funnel Radio, and before we cue the intro here, I want you to know, this episode for me was really special.   I interview an incredible entrepreneur. Her name is Natalie Hodson. She's fantastic. I love learning and studying from her.   She's gonna talk about some things that went on kinda crazy in her life, and how to leverage the crazy things inside of your life for your audience - particularly around the subject of vulnerability.   So this is how to be vulnerable without looking like you're weak, right? And for a lot of guys, that's super important.   For a lot of selling in general, that's super important - the purpose is not to look like you're weak.   So anyways, let's cue the intro here. I hope you guys enjoy it, and if you have liked this, please reach out to her and say thank you. She puts some really amazing things out.   Thanks, guys, so much, and see you on the episode.   I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million-dollar business.   The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer.   Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels.   My name is Steve Larsen, and welcome to Sales Funnel Radio. What's going on, everyone?   Hey, it's Steve Larsen, and I'm really excited to have you here today.   Stephen: I have someone that I've been trying to get on the podcast for a very long time - because I just think the world of her. It's been super amazing to get to know this person. Anyways, I'm excited about it.   The first time that I got to hear this story,  it was heart-wrenching for me to see, not just everything that had happened, but the inspiration that it's causing in other people's lives.   The way it's changing other people's lives is a huge deal.   It was fascinating for me to see that this is real, you know, this is a big deal.   I already knew that, but just to continue to watch it in application... I was like, "Gosh, the thousands and thousands and thousands of lives that it's changed."   It's my incredible honor and privilege to have you on the show. Guys, I wanna welcome Natalie Hodson. How are you doing?   Natalie - Hey, thank you so much, Stephen. That was an amazing intro.   Stephen - I mean it.   Natalie -  I'm so excited to be here too. I've watched your stuff, and I've binge listened to all your podcasts. Your advice has helped me so much, so it's like a win-win. I'm excited - you're excited. It's awesome.   Stephen - Oh, I appreciate it. Thank you very much.  I know a lot of people may not know about you yet, and frankly, it's just a matter of time... I think everyone's gonna know who you are.   Natalie - Aw, thank you.   Stephen - Could you tell us a little bit about your story, and kind of the background, 'cause it's inspiring, and...   Natalie - Yeah.   Stephen - There's obviously funnels in there, but that's a vehicle for this whole thing. You're changing people's lives, and I'd love you to grace my audience with that... that'd be great.   Natalie - Totally. Well, there's a long version and a short version. I'll try to keep it towards the short version, but I tend to be long-winded.   So at any point, if you're like, "Natalie, take it this direction," you know...   Stephen - We have happy ears.   Natalie - So I'm in the fitness space. But I always say that I accidentally fell into the fitness industry because I was a history major in school. I didn't know:   #1: That there even was a fitness industry   #2: That I ever wanted to be a part of it.   After I had my son, I gained 70 pounds when I was pregnant with him. I was like big, out here. He was a 10-pound baby.   Stephen - 70 pounds?   Natalie - Yeah, I was really big. And after I had him, I remember feeling lost. I remember looking in the mirror and feeling like, "I don't even recognize myself... I just wanted to feel like myself again," and it wasn't even so much about the weight. I just didn't feel like me.   So I started a blog, and honestly, it was like an online journal - just as a way to keep me accountable for my fitness stuff.   I didn't tell a single person that I knew in real life, because I was embarrassed.  I didn't want the people I knew to know what I was struggling.   This was when Pinterest very first got started, about eight years ago.  I just started sharing...   I like to cook, so I started sharing healthy recipes, and I started putting them on Pinterest.   And honestly, if you look at my first pins back then, they were taken with a flip phone, just awful photos, but luckily for me, now people are taking gorgeous pictures for me.   So I started to get a lot of traffic to my website.   Stephen - You were just kinda documenting what you were doing?   Natalie - I was just documenting what I was doing and sharing.   This was right when Facebook groups weren't even a thing, and I started a Facebook group with this training program I was doing. I started sharing my ups and my downs, just because I felt like it was a safe space.   I was really vulnerable and telling, you know, my struggles; like I got called out of the gym daycare again - just like real struggles, you know?   I was struggling with all this stuff. And so, I did that 12-week program, and had awesome results, and got some recognition from bodybuilding.com.   I was getting a lot of traffic to my site. So I was like, man, if I'm getting traffic, I might as well monetize it. So I got certified as a personal trainer and started writing - I wrote a couple of ebooks.  I didn't know what I was doing. I didn't how to write an ebook. I just kind of figured it out as I went.   Stephen - Yeah.   Natalie - And then, I started recognizing, basically, like, long story short, what happened is one day...   I was at an event, and this girl came up to me. And she's like, "I love following your stuff! I could never do what you do, because I have stretched skin after I had my babies, and I could never look like you."   I got really confused in the moment, 'cause I was like, "What are you talking about? I have tons of stretched skin."   And then I started realizing that, I don't share that. I have all these beautiful professional photos where I stand up straight, and I angle myself just right so you can't see it, right?   Stephen - Right, yeah.   Natalie - Posture and perfect looking. I started realizing, like, "Holy crap," in my head, I look down, and I'm like, "Oh, yeah, I have stretched skin, whatever," but I wasn't like, showing that to anybody else.   And so, that night, I pulled out my camera, and I filmed this video,  just saying to people, "Look, I recognize that I've never shown you... this is what that looks like."   People talk about that a lot, but this was six years ago, and really, nobody was talking about it.   I remember the first time I posted that video, my hand was shaking. I thought I was gonna lose every follower I had. But I was like, "I know that if I'm struggling with this, other people are too."   Stephen - Yeah.   Natalie - And I posted it, and I shut my computer down. I wouldn't look at it, 'cause I was like, "everybody's gonna hate this."   When I opened it up an hour later, there were just thousands of comments, and that video went kind of viral.   Then I started realizing that the more I talked about things that felt scary or uncomfortable, it was actually more of like a magnet. People started to feel like, "Whoa, she gets me. Whoa, she's talking about things that I think in my head, but nobody's really talking about."   And then what happened is it started to  heal broken parts of me too - because I started to realize that those fears and insecurities weren't even real. It was just the story that I was telling myself.   So the more I talked about my story, the less power it had over me.   And so, total side note here, fast forward to right now... 'cause this was years ago... but I feel like I worked through all that body image stuff kind of on accident.   Stephen - Sure.   Natalie - I was being vulnerable, and it's crazy, 'cause right now, I'm going through a very similar process. I'm trying to do a lot of self-work. Learning to be perfectly imperfect with the body stuff - I feel like I did that, and I'm okay with it.   Stephen - “Perfectly imperfect” - that's cool.   Natalie - Yeah, and now it's like, "Okay, how can I...?" I've always struggled with this idea of perfection, and now with relationships, I'm trying to recognize that it's okay to not be perfect in relationships. That when you work through the hard stuff, when you talk about the hard stuff, it actually...   So anyways, I'll turn back now. I skipped a big chunk in there, but...   Stephen - No, that's fascinating what you just said... We will come back to that.   Natalie - Okay.   Stephen - Keep going, 'cause there's this whole spot... I'm like, "This is so cool."   Natalie -  I might not have the right words for it, because I'm just starting to figure it out. It's what I was talking to my friend Yara about last night.   Stephen - Yeah.   Natalie - So, anyways, I built this big audience, all organically. I had about 400,000 followers, but I wasn't really monetizing it.   I was selling ebooks and making decent, good money, probably  around six figures as a stay at home mom - so it was good. Like, it was awesome, and I was enjoying it. I was writing.   And then I went through a divorce. And then it got really scary, because I was like, "All right, I don't have child support, I don't have alimony.  I have to figure this out."   Stephen - Right.   Natalie - And it just so happened... like, you know, I swear, a lot of times, things fall in place when they're supposed to, or you meet people when you're supposed to.   Stephen - Right.   Natalie - It just so happened that... I don't know actually what happened. I don't know if my name got thrown around in a mastermind or something, but all of a sudden, I got emails or phone calls from eight different people wanting to build a funnel for me in ClickFunnels, and all this stuff.   I was like, "What? what is a funnel? What is this?" And so, I started researching and googling, and I kept seeing this name, Russell Brunson.   It's so embarrassing now 'cause I know what a good, honest, genuine hard-working guy Russell is... but honestly, at first, I was like, "Is this a scam? Why are people promising me the world, and like telling me they can..."   Usually, if somebody tells you something that's too good to be true - it is, right?     ...And they're like, "With that audience, you can make all this money." And I was so skeptical.   But the embarrassing part is, Russell wrestled in college with my cousin, and we live like just right down the street from each other. So we had all these mutual friends.   Stephen - Right.   Natalie - I messaged him on Facebook, and basically just... I mean, I didn't say, "Is your company a scam?"... but that's basically... I mean it was rude!   And now that I know who Russell is, I'm like so embarrassed, and I'm so grateful he didn't just say, "See ya, I'm never talking to you again."   So I started finding out about ClickFunnels, and then I read his DotCom Secrets book, and I was like, "What?"   'Cause  I'd built this big audience, but never in my life had I even spent a dime on Facebook ads.   So, I started reading his book, and I was like, "What? These are real secrets. Why is he sharing this?"   Stephen - Yeah.   Natalie - Look, this is my original notepad.   Stephen - What?   Natalie - That's crazy. I was organizing my office, and it happened to be sitting here.   So what I did, this was cool. I pulled out this notepad, and as I went through the book, I started saying, "How can I apply that to my business?" Like, five variables of successful campaigns:   Step one, who are your competitors? And I started writing down who are my actual competitors? This is cool. Blast from the past.   Stephen - That's so cool. I just found mine the other day.   Natalie - No way!   Stephen - Yeah, it's just right over here - the exact same thing. I was just showing it to somebody else. But, yeah, I found mine. It's like going way back.  "I remember the first time I realized this!" This is a huge deal.   Natalie -  I was mind-blown, and I was like, "What?" And so, I started implementing it, and I was like, "This works!"   I brought somebody on to help me with building the funnel at the beginning. Now we've since split ways...   So we launched the funnel. So, okay,  this story's getting very long, so we'll wrap it up, but...   Stephen - No, it's awesome. Super valuable.   Natalie - Okay, so, basically, at that point, I was like, "Hey, my back's against the wall. I need to figure out, how am I gonna monetize what I have here?"   So what I did was, I looked at my Google Analytics on my website.  I was like, my audience is telling me what they're interested in through my analytics, right? So, I took my five most popular blog posts, and I said, okay, I'm gonna make an offer around each of these.   Stephen - Wow.   Natalie - So the first one was this weird word called Diastasis Recti. Which is basically ab separation.   When you're pregnant, your abs can separate to make room for the baby, and in about two-thirds of women, they don't always come back together the right way. So it can cause you to look pregnant, even if you're eating right or exercising. It can cause you to have like just core weakness.   The other post was this thing called Pelvic Floor Dysfunction, which in layman's terms means like, if you laugh, cough, sneeze, jump on a trampoline, exercise too hard, a lot of times, women, after they have babies, will pee their pants a little bit.   Stephen - Right.   Natalie - And so it just so happened that one of my good friends from college had just gotten her Ph.D. in this specific area.   So, I reached out to her, and I was like, "Hey, Monique, I am getting a massive amount of traffic to this blog post. Do you think we could do something together?"   And that's when she told me. She's like, "Oh my gosh, Natalie, the peeing your pants stuff doesn't have to happen! Just 'cause it's common, and happens to so many women it doesn't mean that it's normal or healthy. It can be improved."   And I was really skeptical again at first. I was like, "Yeah, right!" I was like, "Yeah, I've had two 10-pound babies." I got kind of defensive.   Stephen - Your kids were 10 pounds?   Natalie - Yeah, both of 'em. Isn't that crazy?   Stephen - Oh my gosh. Our first two were five and a half.   Natalie - Oh, wow.   Stephen - We have little kids.   Natalie - Yeah, and I had 'em at home too, with midwives, yeah.   Stephen - Oh my gosh.   Natalie - It was crazy. So crazy.   Stephen - Amazing.   Natalie - So, long story short, last year, it was November of last year,  I talked to her. It was that first conversation. And it's funny, 'cause we have the Facebook messages still with the date.   And I said, "Hey, do you think we can write a program helping women?"   Because she put me through a program, and it totally worked.  I knew that if I'm struggling with this, other women must be too.     We started talking about it on Thanksgiving. We began writing it at Christmas. We launched on January 31st.   It was like, a month, a month, a month.   Stephen - Yeah.   Natalie - And we launched it through ClickFunnels, and within four months, we'd sold a million dollars of this $37 ebook.   Stephen - Do the math on that, people.   Natalie - Yeah.   Stephen - How many people? That's crazy.   Natalie - Yeah, it was really crazy. We don't sell the physical version, but this is the physical version, and it's just an ebook. I mean, there's nothing super fancy about it. It's kind of text, parts of it are kind of textbooky.   Stephen - Yeah.   Natalie - I partnered with the doctor to write that. I'm glad I did because she has the credibility, and I have the connection, so it's kind of like a one-two punch.   Stephen - I love that, yeah.   Natalie - I don't think I could have created that program 100% on my own, because when you're talking about the body and anatomy - there are so many things that I wasn't qualified to talk about, but anyways.   So then, it was this whirlwind of like, "Holy crap." Before this, it was just me in front of my computer answering emails.   Then all of a sudden, it's like, "whoa," we have this big company and this big machine, and I need to learn how to hire people and scale and be a CEO of a company instead of just like, a little solopreneur.   Last year was a real whirlwind of a year. I had to learn how to be tough with business. I had to learn the value and the importance of contracts and of not let people take advantage of you.   I had to grow and scale - and create value. I mean, just everything was...   Conceptually, I knew what I needed to do, but applying it was kind of a whirlwind.   I still feel like we're still... we'll always be working on our businesses, but...   So, that was the world's longest answer to "How you got started," but that's how I got involved in the ClickFunnels community.   The one thing I will say is; if anybody is watching this and is skeptical, "I understand," 'cause I felt the exact same way.   But if you just do what Stephen teaches, what Russell teaches it works. It really, really works! It's not scammy.   If you have a good product and a good message to give to the world, follow the system and don't try to change it, and it will work. That's all I did.   I didn't do anything fancy, other than I came up with the idea and the program...  I just did what you guys say to do, and it worked.   Stephen - That's so cool. That's so awesome.   Natalie - Yeah.   Stephen - That's so awesome. Yeah, sometimes people look at it. I had a buddy who looked at it once, and he's like, "That looks like it's scammy," - you know, the same kind of thing. I'm like, "Ah, no, we actually end up delivering more value than if you don't do it this way."   Natalie - Yes, 100% agreed.   Stephen - Fascinating.   Natalie - Yeah.   Stephen - You gave a speech at Funnel Hacking Live which was incredible.  I was so excited. I think we were sitting in the front row, or something like that, I was pumped.   I was like, "Yeah, Natalie's next!" You gave a speech about vulnerability. And you talked about some of the ways you build in vulnerability - and this isn't a weakness.   Natalie - Yeah.   Stephen - Right, but how do you find the strength to be vulnerable?   I guess, first of all, can you tell us what it means to be vulnerable?   You're such an... I don't know if you wanna call it vulnerability secrets, vulnerability expert, or hacks? Whatever, like, but you're really good at doing this in a way that doesn't come across, you know...   It seems like most people are like, "I'm not gonna be vulnerable 'cause it means I'm weak."   Natalie - No, it's not.  I get that, 'cause I felt that way for a long, long time.   So first off, I think a lot of times, especially if you're talking to guys, they will hear the word vulnerable, and they'll be like, "I'm a man. I am not vulnerable," right? And I get that.   So, another way of saying "be vulnerable" is just "be real," right?   Look at Russell. He shares the ups and the downs, and because he shares the downs, you wanna champion and root for him on the ups.   If somebody only shares the good times, then you don't connect as much.   It's almost like we naturally, as humans, have a tendency to...   If you think somebody is only always doing good, it's harder to wanna cheer for them and root for them, you know?   Stephen - "Yeah, the cards are always in that guy's favor... are you kidding?"   Natalie - Yeah, exactly. And so, you know, when it comes to being vulnerable, it's not about crying all the time, and it's not even about being vulnerable all the time.   If you look at my content, 80 to 90% of it is just really good quality content, and then occasionally, I'll add some real honest truth or raw moments into what I share. And what it does is it brings, this isn't my phrase... it from an author named Brene Brown, her books changed my life.   *Natalie looks for books* I don't have them here, but "Daring Greatly" and "Rising Strong" literally, personally and professionally, changed my life.   Brenee is a shame and vulnerability researcher. She teaches that vulnerability is the ultimate human connector because vulnerability and shame cannot survive together.   And so the more vulnerable you are, the less shame can survive, and the less power that story has over you.   And so, you know, we all have moments that we feel embarrassed to talk about, or we think that people will judge us, or we feel ashamed, and what's crazy.   I've found that the more you talk about the hard stuff:   #1: The less shame you feel talking about it, and you start to feel more comfortable with it   #2: People start to open up to you and say, "oh my gosh, me too. I didn't think anybody experienced that."   And so what happens is it creates a different level of trust with your audience.   However, there's a fine line between being vulnerable to get sales and actually being vulnerable, right? That's kind of hard to teach. And so, you know, I didn't start this off saying, "I'm gonna be vulnerable so I can build a big audience and make all this money."   I genuinely have a heart to help people, and selfishly, it helped me along the way, too, because it made me feel less insecure about these things.   People always say, "Okay I get it in theory, it makes sense to be vulnerable, but how do you actually do that without coming across as that crazy person on Facebook that puts all their drama there?"   Stephen - Always crying, the person like, "Oh, crap, unfollow."   Natalie - Yeah, and you're just like, Where's the popcorn. Let's watch their drama unfold." And so I kind of have this four-step system that I didn't mean to create. It's just how I naturally write, but it works really well.   The first thing that I do is #1, remember that you don't always have to share your vulnerable moments in the moment.   Stephen - Yeah.   Natalie - So, if you haven't worked through something and you're still feeling very fragile about it - it's okay to wait to share. Because, I've made that mistake before.   If you get criticism back and you haven't really worked through it yet, that criticism can be shattering to your confidence.   And so, one of the tricks that I have...   For a long time, I struggled, 'cause when you're going through the vulnerable stage when you're really sad or excited or happy or embarrassed or feeling ashamed when you're in the moment, the feelings feel very real...   But sometimes it's hard to sit in front of your computer later and remember the real emotion that you felt during that moment.   So one of the things that I do now, a trick that I have, is I'll pull out my phone and pull up the notes section when I'm in that moment feeling, you know, small or hurt or scared or whatever the feeling is, right? It can be good or bad.   And I'll just shorthand write out the raw feelings. Not like full paragraphs, but, now I have this big catalog of feelings, so if I want to tell a story that relates to this, that relates to body image, or that relates to whatever,  I have all these raw emotions to draw on.   I'm not faking vulnerability. It's my real stuff.  It's my real moments that I can draw from and turn into actual stories.   Another tip: A little family joke is that I'm really bad at analogies, and my family calls them "Natalogies" because a lot of times, like, you know...   The whole crux of expert secrets, is you have to be able to do epiphany bridges and analogies. And my analogies do not make sense half of the time.   I'll say them, and people are like, "that didn't make sense?" I'm just not good at them.   I hope someday, I can learn to be better at analogies. So what I try to do instead is just pull on these stories that I have - and kind of weave it together instead - 'cause my "it's kind of likes" never actually make sense.   So that's like my trick, you know how Russell talks about in the soap opera sequences, to start with the drama - to start with the most dramatic point, and then you tell the back story...   In my posts, a lot of times, I do that.   I start with like the hurt, the pain. Whatever you're feeling, the run moment, start with that, 'cause then people will automatically be like, "Whoa. She's talking about something nobody talks about."   And then what I do is I, and this is just my style. Everybody will find their own style.   But my step number two is to show myself some grace. Remind myself "perfectly imperfect, it's okay," or,  just show yourself some grace, and in some words, type that out.   Then the third step is to try to remind myself of a time when this has happened before and I worked through it -  or when somebody else has gone through something like this and worked through it.   Stephen - Right.   Natalie - And then the fourth step is; I always finish up on a positive note.   So like, either how I worked through it - if this is a past experience, or if I don't know how to work through it, I share what my plan is to try to work through it, even if you fail trying, right?   So what it does is it puts people, like, when you're, when you start with the raw stuff, it makes people feel like, “whoa, like, that could be me, because I've felt that exact same way.”   And then you're giving yourself grace, and you're teaching other people how to show, how to give themselves grace if they're in the same shoes, and then when you talk about how you work through it.   It's like, somebody else could look at you, look at your situation and say, “Whoa, I'm in that situation too, and if she can work through it, I probably can, too.”   And so, I think that's why a lot of my content has gone really viral, is because I make it relatable by sharing, it's not fake. I mean, they're the real moments, and then I come up with like a positive, and it's not.   Stephen - End with hope at the end.   Natalie - It ends with hope, yeah, but it's not like, talking down to somebody.   It's not like, you have to do x, y, and z, or I'm so perfect on my high horse here.   It's more like, we're in this together. We're all in the arena, and we've all fallen down. Let's dust off our knees, and this is how I'm gonna try to stand up. I might get knocked back again, but like, this is what I'm trying.   I don't know if that makes sense at all, but I think that's why... there's an underlying subtleness of talking down to somebody or being on the same playing field and championing everybody to come up together.   I don't know if I have the language to always describe how I do it, but that's kind of the feeling behind it.   I have written and deleted and written and deleted, 'cause I'm like,“This feels like I know everything,” or you know, I'm like talking down, and I never want that to come across that way.   Stephen - Right. Absolutely, and you know, you know what it reminded me of is so like, you know, we always tell people, like, start publishing before you have a big following.   Natalie - Mmhmm.   Stephen - So that you can bring them with you and you become the expert in front of them.   Natalie - Exactly.   Stephen - Rather than become an expert and then start publishing, 'cause it's so less believable.   You've done the same thing with the vulnerability, which is fascinating. Like, yes, start it. Don't be afraid to talk about the low moments, not that it always needs to be low, and it probably shouldn't always be, but you know...   Natalie - Totally.   Stephen - But being open about what's actually going on and doing it in front of 'em rises everyone together. That's fascinating.   Natalie - Well, and what's crazy is that it never gets... well, it's always a process, right?   So, what's weird is that eight years ago, for me to talk about the body image stuff, it was so hard for me, 'cause that's where I was. I was in that phase of my life where I was really struggling with that, right?   And so, I did the work, and I went through the process unintentionally.   I didn't know I was doing the work at the time. I was just being vulnerable. I was sharing.   So what's cool is that, fast forward to now, I don't really have all of those body image insecurities that I had then, and I think it's honestly because I was willing to talk about it in the moment.   Now, fast forward to today, and the issues that I'm struggling with are different.   I'm a different person than I was eight years ago, right?   So when I built my audience with talking about the body image stuff, now, it's like, "okay, I don't feel like I have to talk about that as much, 'cause I've not grown past it," - that's not the right word, but  it's not my main focus anymore. And now it's...   Like, okay, you know, I went through a divorce, and I haven't really talked about that very much publicly.   But now it's like, "Okay, now I'm sitting in this moment where  I'm at a crossroads." Am I gonna do what has worked for me in the past and be vulnerable and open up and share these things that feel uncomfortable to me again, right?   It's not the body image stuff anymore. Now it's personal development and relationships and the struggles that I've had with my business.   Like, it's always changing.   So vulnerability is never like, you just learn how to be vulnerable and you've got it. Like, it's always easy.   It is easier for me to be vulnerable on the body image stuff, but now it's shifted to "how can I grow?"   And the only hope I have is that I know that it worked with the body stuff. So  I'm hoping that five years down the road, I can look back and say, "Okay, I was scared to be vulnerable.  I was scared to talk about these things, but it got me into this confident, comfortable zone because I shared."   Stephen - No, totally, totally. Like, I went through a lot of the exact same, you know, it's funny because I feel like it's the emotion that binds people.   While I haven't gone through a divorce, there are other times where I felt really vulnerable as well. And so whilst that person may not have gone through a divorce, if we didn't have the same experiences, we did have the same emotions, and being able to expose the emotion, I feel like, is what binds people. I think it's interesting what you said.   Anyway, quirks, the little quirks that you have or the little vulnerabilities you have, that's your superpower. That's the reason people follow you. They don't follow you because of pure perfection 24/7. That actually annoys people after a while. But you actually get personal healing along the way. Like that's so, that's so amazing.   Could you tell us a little bit... I mean, this is Sales Funnel Radio, and you're talking about your sales funnel. Like, what does this have to do with sales funnels? Why does it matter? 'Cause it totally does, but just for everyone else, you know.   Natalie - Well, it 100% matters because the thing that I've learned is although I'm not the best trainer in the world. Like, I will be the first to admit that. Yes, I'm a personal trainer, but like, people don't buy my programs because....   I mean there are probably people that can talk science better than I can. I stumble over my words. I have mild dyslexia, and I mix up scientific terms all the time. But the reason people follow me and the reason people buy my programs, the reason we were able to sell so many of this book, is because of the connection.   I owned a company called Dollar Workout Club a couple of years ago, and we would film our workouts, and we never cut the cameras. And we would always be joking and be like, "guys, if you're at home you can relate to the doorbell ringing or whatever, right?" And it was very relatable.   Stephen - Yeah.   Natalie - Well, in one of the workouts, I happened to be wearing gray shorts, and Drew, the only guy, the other trainer, wrote the workout, and it was all jumping exercises, right?   So, we're doing the jumping, and I'm like, "Oh, crap." I could tell I was like, peeing my pants a little bit, right?   It was so embarrassing.  I'm wearing gray shorts and you can see this little tiny spot, then by the end, my whole butt was just... it was so gross. It's just covered in pee. At the end, I'm trying to stretch and turn sideways so you can't see.   Anyways, I could have never shared that, and I didn't for a while. I was really embarrassed about it. But we have that footage. So then when I went to go create this program, I could take screenshots from that video. I could take the actual video and put it in my funnel.   So what happened is people were like, "Whoa, this woman actually peed her pants." Like, this is embarrassing. I mean, truth be told, this program almost didn't come out, 'cause I had to have a heart-to-heart with myself really, and say, "okay, Natalie, are you willing to tell the whole world that you used to pee your pants," you know?   Stephen - Yeah.   Natalie - But what happens is then you can put those real stories in your funnel. You can put the photos. And it's kind of like instead of social proof this is your real story and your real-life proof.   "Whoa, this woman understands me and this woman gets me." Because the truth is that real change, like, I can give you the best meal plan and the best workout program in the whole world, but it's not gonna have a lasting, long-term effect until you make that internal change and have that belief in yourself.   I feel like that is my gift, is helping people see their value and their power. And so, you know...   Stephen - People kind of have an identity shift with the vulnerability that you have, almost. That's fascinating.   Natalie - 100%. And so that's the psychology behind it.  I think that when you are willing to be real vulnerable, not fake vulnerable... If you're willing to be real vulnerable, people can relate to that. And once people relate to it, they begin to trust you, and then once they trust you, they'll buy from you.   My biggest fear is that when people listen to me talk about this, they're gonna be like, "Oh, I see dollar signs. I'm just gonna like, figure out how I can be vulnerable." But the truth is, people are smart. Your customers are smart, and they will smell out fake vulnerability.   Stephen - Right.   Natalie - And so.   Stephen - Yeah.   Natalie - The biggest thing... If you're sitting there and you're thinking, "There's no way I could ever talk about this," then you're on the right path. That's how you know it's real vulnerability.   If you seriously feel nervous to share it and talk about it, and you think: “Everybody will think I'm a fraud. Everybody will think I'm a bad parent." Everybody will think I'm a bad husband or wife. Nobody's gonna find me attractive."   All of these things, these stories that we tell ourselves that you feel if you start talking about, people are gonna think you're terrible... Guess what? That's the real good stuff that you need to be talking about and sharing if you wanna create real connection and live a wholehearted life.   Stephen - Totally believe that yeah. 'Cause I struggled. Anyway, when you got up, and you were speaking about that on stage, I was like, "Man, I know, I feel ya, holy crap."   I had like, zero confidence. So rather than choose not to be active and do this game, I just called out my fear publicly, and that became a theme for a little bit.   It was like, "Look, guys, I don't really wanna be doing this, although I got something cool to show you, all right?"   And for a while, that was the theme of it. And then as I grew up and healed, (I like how you said that) I passed certain things in front of the audience.   Then it was like, "Whoa, I've gotta wait for this new episode," or "what's he doing now?" And it was crazy, crazy. That was worth more than me putting hundreds of episodes out of just the best content ever.   Natalie - Yeah.   Stephen - It was crazy, crazy what that did.   So, what would you say is, like...   So you tell people, go ahead and start recording down things that are going on in the moment. Don't feel the pressure to go ahead and say it in the moment, which I totally agree with. I don't know if I can handle that.   Natalie - Well, and it can be whatever platform you like the most, right? Mine happened to be Facebook, but some people are better at YouTube, or some people are better at podcasting or Instagram.   There's not one that's better or worse. Just find what feels the easiest for you and start there.   Stephen - Yeah.   Natalie - I will say too...   So, one of the downsides of being vulnerable is, and I don't let this scare you from being vulnerable, but it does happen. It still happens to me.   So when you're open and transparent about your life, for some reason, and I get it. We're that way with celebrities, right?   You're like, "I wanna know why they broke up." And both sides of the story; people feel like they know every aspect of your life. And I do share a lot, but I don't share everything.   And so what can happen is that you get harsh people on the internet. And we all get that anyways. Even just last night.   I get mean from people messages every day pretty much.   Luckily, I have my team now to kind of shield me from it, just 'cause it's like silly.   Stephen - I have to do the same, yeah.   Natalie - Yeah, just 'cause it's hard for me to continue to be vulnerable if I'm always reading the negative messages.   Stephen - Yeah, I'm the same.   Natalie - But one woman was like, "You are so different from how you used to be. You used to share your progress photos, and now you just talk about your life."   The truth is, we all change and grow as people, right? And so for me, posting an ab selfie now, I don't get validation or fulfillment. I don't need that like I did six years ago. So, yeah, if you look at my feed, I don't post as much like, like, body image stuff, because I'm kind of like in a different space.   And so what will happen is that as you're transparently sharing what you're focused on in your life, sometimes, you will get people that you don't attract anymore.   Like, they're still in a different area, and they want to follow people that are in that area, and that's okay.   What I've had to learn is that the number-one thing when you get mean people on the internet, and it took me a long time to figure this out, is that it's so much more about them and what they're personally struggling with than it is about you, you know?   Stephen - Yeah.   Natalie - Okay, so, for example, my peach tree. So we had a big wind storm. I'm sure you saw it 'cause we live in the same town.   So, this tree that I've nurtured for two years, finally had some fruit coming off of it, well the storm completely broke the tree, and I was really sad. I posted about it on my Insta Story, and she wrote back, and she was calling me all these mean names, and she's like, "To think that your biggest worry right now is that your peach tree died. My mom just died, and my brother is sick."     And I realize she's hurting because of that, and she's lashing out at me, right?   So it's a reflection of her. It's not a reflection of me. And so that was the hardest thing I had to learn, being open and vulnerable in the online space, is that you will get critics.   I always say it's like the people in the peanut gallery out there who aren't, like...   I'll listen to criticism from people who are in the arena with me, right, people who are battling and fighting and trying and working hard, but if it's just a critic out in the peanut gallery that isn't there fighting along with me, then their opinion doesn't matter.   It's probably more about them than me.   Stephen - You're better than I am, then. There are times I just, I don't know.   Natalie - Well, I did block her.   Stephen - I like to fight with 'em sometimes. And I shouldn't, and I'm growing past that, and there's me being vulnerable. I like to stir the pot sometimes when it's already brewing.   Natalie - You should talk about that, Stephen. So you should talk about it-  not just like the fun, "I said this, and he said that" but the real issues, "why did that trigger you?" And what's the story behind that insecurity?   Those are the things that people love. Not just the story, but going deeper into the feeling or the "why" behind it - you know?   Stephen - Yeah.   Natalie - I don't know.   Stephen - I told you, yeah, some of it's going on right now still with some other people. Like, it comes in waves. I don't know if that happens for you too.   Natalie - Yes.   Stephen - It's like the criticism goes down, whoa, and then it goes away, and you're like, everything rocks, and then you try something big again, and everyone's like, "whoa!" Not everyone, but there's like, anyway, the talking heads, as I call them, come on out. It's the armchair quarterbacks.   Natalie - Uh-huh, 100%.   Stephen - Yeah, I told you, and I've been planning on doing that. Funny you say that. I just haven't quite formulated how to do it yet, so.   Natalie - Yeah.   Stephen - It's top of mind.   I wanna thank you for being on here with everyone, and guys, Sales Funnel Radio, we're talking about vulnerability.   This is everything, especially if you are the attractive character in your own business - which I hope that you are, and you choose to be.   This is not a tiny subject. It's something that you will not have the choice to go around. You will address it whether it's through haters or your own personal growth. You're gonna get it.   So, please, please go follow Natalie. Natalie, where should people go to follow you?   Natalie - My website is nataliehodson.com, or Facebook is Natalie Hodson Official. Instagram is nataliehodson1   Stephen - Cool.   Natalie - If anybody has any questions, you know, you can leave 'em, and I'll keep checking 'em. I'll answer them and stuff.   The books that I talked about are Brene Brown's Daring Greatly and Rising Strong.  I think they're books every single human being on this planet should listen to.   I call the books magic, 'cause I've listened to them probably six times now, and every time, I need to hear a different piece. I gain something different from them every time, you know? They're good books.   Stephen - I wrote it down. I'm excited. I'm gonna go get them right after this.   Natalie - Cool.   Stephen - That's awesome. Everyone, guys, thank you so much.   Please reach out to Natalie and say thank you and go follow her, and watch her practice what she preaches on this stuff. It's fantastic and amazing - and that lets her audience open up as well.   So Natalie, thank you so much for being on, and it's been a pleasure.   Natalie - Yeah, you're so welcome.   Stephen - Woohoo, hey, thanks for listening.   Hey, many don't know that I actually made my first money online as an affiliate marketer.   If you wanna know how I funded my entire company without using any of my own money ever, you can learn to do the same for free at affiliateoutrage.com. Advertising Inquiries: https://redcircle.com/brands

Boom. What's going on everyone, this is Steve Larsen. This is Sales Funnel Radio - and today we are going to talk about JCPenney.   I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine-to-five to take the plunge and build my million dollar business.   The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer.   Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels.   My name is Steve Larsen, and welcome to Sales Funnel Radio.   What's up guys.   Okay, first off this is probably one of my favorite case studies ever that I've read. This is from a Harvard one that I read, and it's really, really fascinating stuff.   First of all, I would not consider myself a clothing connoisseur. But this is a very fascinating case study.   I am not gonna be able to say dates or even names correctly, it's the lesson though. I remember when I read this the first time, I was sitting in a very tiny room, listening to 400 words a minute, reading through and going through…   I was like, oh my gosh, this is a great lesson, right. And it completely applies to everything that's going on here. So here's the story…   The story goes that the guy who... You know when Apple first started making their Genius Bar in the Apple Stores, right.   There was a guy, right, that went through and he started thinking through this amazing Genius Bar and this amazing experience when you walk in and the design of it, the layout, the look of it, right.   When you walk into an Apple Store, you know you're in an Apple Store, right?   And, again, I can't remember his name, so if anyone remembers, awesome. I don't right now off the top of my head. But the guy, what he did is he went and created this Genius Bar and he created this awesome feel when you walk in there. It's very premium feel when you walk in.   The Apple Store was launched, right, very small, and then they started replicating, replicating just, and blast them all over the place when they got the base test correct, right. Well, they started thinking to themselves, so why don't I keep building this out and put this around other areas. Other department stores started seeing what Apple is doing. It's about this time JCPenney came along and said, Hey what's up guy, do you wanna leave Apple, come on over here and design our stores instead?   And so he left designing these Apple Stores, with the Genius Bars and that premium feel when you walk in, he left doing that and what he did instead was he came and he started doing designing and doing very similar for JCPenney.   He moved into the JCPenney and he gutted tons and tons of stuff inside of there. Gutted it.   He got rid of this and that - the normal shirt racks and the rings, things like that. I mean he got rid of, it literally looked like an Apple Store but with JCPenney clothing inside of it:   #1: He completely redesigned the entire feel   #2: He got rid of mailers   He started saying things like, “Hey look, people know that we mark this up and then when they come in with a coupon they're actually buying it at the normal price it was anyways. Well instead, we know that customers are smart. We know the customers are smart. Why don't we just not do that? And instead of, right, let's say they get a shirt in, and it's 40 bucks they mark it up to, I don't know, 60, 70 dollars and then send out a coupon that brings it back down to 40 bucks, right.” That's like the classic Kohl's model; that's why there's always a deal going on, always clearance right now - there's always this going on. That's how they run all those department stores.   So instead of sending mailers - they didn't send anything. He started telling the customers, and his message to the market was, “Look, customers, we know, you know what's going on. We know that you know that these mailers we send out are not really an extra 50% off, or 40% off or 30% off.”   What, oh my gosh! Right.   All they did was they marked it up like crazy - so then it seems like this huge discount.   It's kinda like, my favorite thing, I went and I just grabbed a quick pair of like, swim shorts at Kohl's the other day and they're like, “You saved $97!” when I go and check out.   They don't tell you how much you spent, they tell you how much you saved.   That's very clever and I'm starting to do that in some of my sales funnels; right on the thank you page, “You saved blank, blank, blank” - instead of you spent this much.   Like you still say that, but the message is, “You saved this, this, this.” And I was looking at them kinda funny. I'm like “I bought a pair of socks and a shirt, you're telling me I saved $147 today?” And I always kinda look at them and smile, and they know and they're like, “Thank you. Congratulations.” But it's the psychology behind what they're doing, right?   Anyways, so this guy said, “Hey we're not gonna do that, we're not gonna send out these mailers.” Instead, if a shirt is $20 we're not gonna say it's $19.97 - we’ll just say it's 20 bucks.  We're not gonna mark it up and then give you a coupon. We know you're a smart customer.   A very interesting thing happened…   Their stock price dropped, it like, I think it was uh, like a full fourth. I mean they lost so much value - it may even have been more that. It dropped a gigantic level in a matter of two months - I mean really really fast.   All their foot traffic stopped in the stores, no one showed up anymore… There was no reason to show up, right?   Eventually, they ended up getting rid of the apple guy, getting back their old model. And then suddenly, you know, it's no longer that tight. JCPenney lived and moved on.   What's the lesson there? Guys, even if people know…   Okay, we do this thing when we do webinars called the stack. The stack in the webinar is beautiful, it's amazing, it's brilliant, it’s incredible. The stack is a way to structure your offers and then present the offers.   However, it can feel a little bit weird to the person who's doing it, right? Cause you're like, “First, you get this…” This is totally like an infomercial. This is why they do it, this is called the stack. It's inside an infomercial, right?   First, you're gonna get this, and that's valued at this price, but wait, if you act now I'm gonna give you two for the price of one. But wait, if you act now we're actually gonna give you a third for absolutely free, but wait, if you act now we'll give you this, and this, and this, and this, and this - that's a total value of blank   And they stack this value up and then do a massive price drop. People know what they're doing, right? You know what they're doing, right?   Go open up your mailbox next time the mail comes in, I guarantee there's some kind of mailer in there. And you know what people are doing, right? But buyers love the game!   It doesn't mean you don't play the game just because like, “Oh they're gonna know what I'm doing.”  Great, good, then they know that you're asking for their money soon, right?   It's pretty common, especially for a funnel builder, to be like, “Well, I don't know if I want to put like the whole like price slash thing. I don't know if I wanna put like a countdown clock, I don't know if I wanna put like.... You know, all these little scarcity urgency things..”   All these little scarcity urgency things we used to get someone to push over the edge, they're there for a reason! Don't feel awkward about it. Don't feel weird about it. People want an excuse to act now.   The coupon mailers that go out - that’s a reason for people to get off of their butt and buy now.   Could they buy the same shirt probably the next day for the same amount of money? Yes. But the mailer is the lever that you have, right?   It's the ad. It's the scarcity and urgency, specifically that gets them to get off of their butt and take action immediately rather than wait.   If they wanna buy, give them a reason to now.   That's why I love this case study so much. JCPenney literally took away the deal. It took away the endorphin rush that I'm going to get knowing that I saved $147 today on socks from Kohls.   I did not save $140, I spent $20. But it's the way that you say it that makes it an offer. And you can do that with your copy, not just what you're selling. You can do that with your scarcity and your urgency.   This is a huge lesson. Let people play the game. Buying is a game.   What's funny is, if you look at the sales process psychology from beginning to end, there's a game that gets played inside of there.   There's an endorphin rush that happens that people get to feel when they purchase. It's an actual endorphin rush. They want to feel it. Let them feel it.   When you take away the deal, they don't feel it. And even though they've got the same product, they are less satisfied with it. Does that make sense?   You can give the exact same product away and not play some of these games… Not play some of these scarcity and urgency moves. Not give them a reason to act now. And you will literally kill the fun of them purchasing. They know. They're still buying, they're still responsible purchasers (most of the time, right?)   What you want to do is find ways to get - so that's my challenge, that's literally the entire point of this entire episode....   This might be a little bit short. But that's the whole point of the episode, okay? Figure out what it is people want to purchase.   There's this weird thing that happens, guys…   Anything that I sell, the 80/20 rule always applies. 20 percent of my people are going to run forward after they purchase. Which is true for any product.   When I was doing Two Comma Club coaching for Clickfunnels, a year ago, I still am, but a year ago I started looking at the numbers.   There were several hundred people who were inside the course, and when I looked at how many people were actually active, it was literally 20 percent.   The other people who were in the course would still get what they needed, the 20% were just the hardcore people who stuck. You know, the hardcore believers that were with me like crazy. They're the true believers. They were about 20 percent.   It's the exact same rule when you're actually selling this stuff. If you think through the actual buyer psychology; they want to feel the warm fuzzies of them purchasing.   I did an episode about this a little bit ago, about the pre-purchase. This is one of the easiest ways to have a pre-purchase. Don't take away the deal. Don't take away the warm fuzzies. Don't take away the fun of buying, right?   People want to purchase. When you show something cool, they already want to buy.  People want to buy. They want to buy things. There's a consumption instinct. (There’s a great book called the consuming instinct.)   We want to consume things. And that's not a bad thing. But sometimes you, the entrepreneur, get in the way with your own emotions of what you feel awkward over. Don't do that!   If something is proven to help you sell a product, then you stay the course and use it to sell the product - as long as it's ethical and moral. I think that goes without saying, but maybe it doesn't, so let me go ahead and just say it. As long as it's ethical and moral, okay?   So, figure out what those mechanisms are.   One of the easiest ways for you to go ahead and do that is to start looking at what other products your customers are buying to get the same solution.   Like if they wanna get money, and let's say they buy your product here and they buy someone else's and buy somebody else's and buy somebody else's.   Go look at not just like the funnel, but also what scarcity and urgency, what thrills of purchase thay have laced into their product.   There's a thrill of purchase. Give them the thrill of purchasing. That’s exactly what JCPenney lost when they brought that other guy in.   They're sending all these mailers out to all these women who wanted to buy, then they took away the thrill of purchase because they didn't save.   My mom's awesome, but she would spend tons of time clipping coupons. She would go gather coupons from all over the place.   She would end up getting money from the store and two carts of groceries for free. It's like crazy, right? Amazing. But mentality it’s very different... so to take away part the thrill of the savings…   It's kind of like when you go on a vacation, right? I said this a few episodes ago, the vacation itself has been shown to have the same amount of fun and excitement, as the expectation leading up to the vacation.   When you see a movie preview come out six months in advance and you put the time on the calendar. You get the babysitter set up, you're planning everything so that you go, that's the exact same thing.   It's the reason you open carts and close carts. It's the reason you do scarcity and urgency. It's the reason you have a countdown clock. It's the reason you do price slashes and price drops - little things like that.   Does the customer know what you're doing? 99 percent of the time, the answer is yes, but that does not mean you don't do it?   The customer wants to play the game. It is a courtship, it is a dance that they're playing with you.   And when you look at it that way, it is a lot of fun.   So anyways, that is the whole point of this episode… Keep the fun, keep the thrill of purchasing for your customers.   Make sure you've got these little things laced inside there, so they like to buy. Make it so it's easy for them to buy. Make it so it's fun.   One of the easiest ways, have success paths. Little cultural things.   We have a product we just launched called My Funnel Stache, as in a mustache. My Funnel Stache is ALL the top end funnels that I built while at Clickfunnels for Russell and his clients.   I rebuilt them in front of a live audience and you could buy them and use them. So like the top of the top, the freakin' awesome, okay? But with My Funnel Stache, I send out they're Clickfunnels sunglasses - one lens is red, one lens is blue - they're 3D glasses, but they look like the Clickfunnels colors.   Then I send you out a Clickfunnels mustache, it's not Clickfunnels, but it's a fake adhesive mustache. Why? Because it's fun. That's the only reason. It builds CULTure - it's the thrill of the purchase that we're lacing inside there.   We got another cool little few tools we've been using lately.   When somebody goes in and they buy from me, I'll just flip my phone open and send them a video real fast and say thank you to them personally with their name. “Hey, what's up, thanks so much,” and I'll crack stupid jokes. I don't care if they're stupid.   That's not the point. I'm keeping the thrill of the purchase laced inside of the buying process.   Don't be boring to buy from - don't be boring in general ;-) - but don't be boring in the actual order process.   Anyway, there's a lot of tiny little things we've been doing like that lately. It’s even laced inside of my copy:   “All right, if you don't get this now, are you ever going to be successful doing this stuff? Absolutely not!”   I'll say things like that just as a joke, and they know that. I’m lacing in my personality. I’m lacing in scarcity and urgency. The courtship of the purchasing experience is so important.   Don't take away the fuel from their sales. They already wanna buy from you - just give them reasons to do it now.   So that's what I've got for you guys today. Remember the JCPenney rule, and the time you go get your mail from your mailbox, and you're leafing through your crap and you're like, “that's junk, that's real, that's junk, that's real,” I guarantee you guys all do that - so do I. But I like to read them...   Every once in a while you get one of those coupons, and you're like, “Sweet. You know what, we should go do this.” What did they give you? Their numbers work at the discounted rate - they just marked it up most of the time to get you in.   They gave you a reason to act now - that's a close.   Coupons are a close. It's not even marketing anymore, we're in the sales, especially the close area. They're closing you, “Come on in,” let's get that foot traffic up and rocking.   So anyway, keep the thrill of the purchase going.   Hope you guys enjoyed this episode. If you guys liked it, please rate and review in iTunes and share it. I have a lot of fun making these for you guys.   If you guys want to check out My Funnel Stache, literally go to myfunnelstache.com and you can watch how I built that whole thing and the marketing behind it.   I built the funnel live in front of an audience, built the marketing itself, designed the funnel. Built the script live in front of the audience. The entire thing was really fun.   It includes the application funnels, webinar funnels, event funnels, e-com funnels, supplement funnels, B2B - all the top ones that are built out of Clickfunnels. These aren't your grandma's funnels - these are awesome funnels. That's my Funnel Stash.   I decided it would be cool if it was “stache,” so we got 500 fake mustaches right behind the camera right now, and we're shipping them out!   All right guys, thanks so much, and talk to you later. Bye.   Boom! Just try to tell me you didn't like that!   Hey, whoever controls content controls the game. Want to interview me or get interviewed yourself? Grab a time now at SteveJLarsen.com! Advertising Inquiries: https://redcircle.com/brands

Boom, what's up, it's Steve Larsen. This is Sales Funnel Radio, and today we're gonna talk about how to sell other people's products that you do not control. (Stephen is wearing a chicken suit)   I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million dollar business.   The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer.   Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels.   My name is Steve Larsen, and welcome to Sales Funnel Radio.   All right, that was a little weird, and it was crazy hot. So anyways, I was gonna wear it for the entire episode, but I'm gonna take it off.   Hey, so what's with the chicken suit?   A little while ago Dana Derricks, if you do not know who he is, he is a copywriting master, he's a complete rockstar! Dana was brought in by Russell to help figure out other ways to sell Clickfunnels based on the different audiences that they had.   Think about how cool that is! Okay, let me just go full circle...   When he showed up, he gave me that chicken suit I ended up riding it home on my motorcycle. If you want to watch, it's on Funnel Hacker TV -  it's pretty funny. That thing is hot though!   Anyway, think about what Dana Derricks had to do? I digress, we're back to this "serious marketing" - you guys know me ;-)   Okay, let’s think about what Dana Derricks had to do. He had to come in, and he had to figure out how to sell a product that was not his, okay?   Now, why does this matter?  It matters if you're in affiliate marketing, it matters in general...   I really believe that you gotta be amazing at doing this as a whole - because if you can figure out how your competitors are selling their products, and figure out how you would sell their product better, you're already gonna get more customers than they have.   So follow me here for a second, okay?   I have had the incredible honor of being asked by Clickfunnels, by Russell, by Dave Woodward, to come in and do the Funnel Builder Secrets webinar.   If you guys know the 90 minute $3 million session that Russell did, it was with the Funnel Builder Secrets webinar, and they've asked me to come in and be the pitch guy for it now - which is really, really exciting.   I think I'm safe to announce that? They were puttin' it out on the affiliate group for Clickfunnels a bit ago, so I think I can say it? If not let me know and I'll take it down... I'm really, really excited about it.   The reason I bring this up is, if you think through what Dana Derricks had to go through to write a script for a product that was not his own, right? How powerful that really is. Now follow me with this...   The pattern that he has to go through is pretty fascinating, he has to put himself in the shoes of Russell. “How would I sell this if it was mine to sell? How would I sell this if it was something that I bled for to create and bring to life?”   We all love our products, we love our businesses, and we'll stay with them for a long time...   I got my whiteboard here 'cause I wanna share with you guys a few things 'cause it's the same thing I've had to go through this past little bit here.   Funnel Builder Secrets is not my product, but I have to write a script. They're letting me rewrite the script with my stories and my things in it to help sell an offer that is not mine... and so I have to think it through.   It's easy to do this when you are selling your own product because your stories tie into certain elements inside of the product; this story relates into why this product's in there, and this story ties into why that product's in there, all right? ...   For example; "It was this full amount, price drop, get it today for this amount." - It makes more sense.   I don't know if you guys have been watching, but Kaelin Poulin just went, and she rewrote some of the Funnel Hacks webinar doing this exact same thing with her audience. I'm going through this as well, right now.   This is a fascinating thing to think through. If you guys have a product, by the way, I wouldn't begin in this manner.   So two things here:   Let's think about the timeline that Russell Brunson has gone through, along with other massive sellers on the internet, to get to this kind of space now, okay?   #1: They figure out the one audience,   I got a whiteboard here, they figure out the one audience, the Red Ocean, that would love to see their product.  And they're like, "Sweet check it out! Here's Clickfunnels or whatever, here's this product or that product,” right?   They have to write the script for that one singular Red Ocean.   Most the time when people write a sales message, or they write anything that has to do with trying' to sell any product, one of the easiest ways to screw it up is to write it for multiple audiences.   "Well, you know who could buy it? This person could buy it, and these people could buy it these people could buy it, these people could, could, could, could, could."   That's not what you guys have to answer first. The first thing to answer when you're writing a sales script is "Who should buy it? Who is willing and able to spend cash on this? Who is my dream, dream customer?"   Not, "this person could" and "these people could" and "that audience over there, they could?"   That's the fastest way to, number one, not sell, and number two, to make somewhat of a hellish scenario where you service people that you don't want to - Speaking from experience here, all right? Four or five years ago I totally did that.   There's like flakes of chicken all over the place around me, little chicken hairs all over the place. Anyway, so number one, you gotta think through who the best purchaser for your product is? So think through right now. Clickfunnels has done that. I've done that with my products. I know the best purchaser for my products. Russell knows the best purchaser for his products.   For Funnel Builder Secrets, Russell knows the best people for that thing.   Let's say we're selling Funnel Builder Secrets - which is what I'm gonna be selling - what I'm doing' for the next few days is just workin' that script, workin' that script, workin' that script, rewriting it.   But think about the pathway that Russell went through, the timeline as far as the script goes, the maturity of the script...   And I know I'm getting deep here. It's a little deeper than I normally get on this, but think through this with me and follow me for a moment, okay?   If I'm gonna sell Funnel Builder Secrets to people to people in the Red Ocean...   The first time the script was created, Russell went through, and he figured out the best audience the best fit of buyers for the Funnel Builder Secrets webinar.   One of the easiest things we can do now is figure out other "Sub Red Oceans" - that's what I call them. They're Sub Red Oceans - SROs.   Sub Red Oceans are people who could accept the script as well.   Take the ClickFunnels example; when Russell's selling ClickFunnels on a webinar, (if you guys haven't seen it, it's called Funnel Hacks, you guys can go get free funnels from ClickFunnels at salesfunnelbroker.com and  click on Free Funnels up on the top right - it's an affiliate link of mine, but it gives you a two-week trial and a preview of funnels for your stuff.)   Okay, so think about this; if you go to Funnel Hacks and watch the script -  what it's doing is targeting people who are using websites.   Remember he threw those rocks at websites: "Websites are dying, websites are crap, you spend ad money on websites, and it's the fastest way not to get any return," right?   He is throwing rocks; websites are the Red Ocean.   As the script progresses, he knows that's the correct pitch for these people, then he'll start bringing' in other audiences.   People are like, "oh you know what, it makes sense, but I don't have a website, but oh man, I'm, I don't know, I'm a coach, I don't know if this works for me in coaching?"And Russell's like, "it works for you, it works for you."   Just follow me for a second, I know this is kind of all over the place, just, and we'll go full circle here, you're gonna be like, whoa! I'm hopin' you have like the big whoa moment, okay? Follow me for a second, okay...   He's like, "Check it out, it is for coaches." And people are like, "oh, ClickFunnels is really cool, but I don't know if it works for me, I don't know if it works for me, I don't have a website, and I'm not a coach - so I don't know if I can use it? I'm actually in retail." And Russell's like, "oh crap, wait!  It works for retail." And then he goes and he adds that in the script, right?   Then he'll add B2B in the script, then, the next thing, and the next thing, next thing, next thing, next thing... Info, MLM, ecom, supplements, bam bam bam. “It works for here, it works here.”   Here's the fascinating thing about this; now who told Russell which audiences should be in that script?  The market did - the market told him.   It's not like Clickfunnels is over here on the side doin' things like, "hey check it out! This person could, they could, they could, they could, they could."   Now the market's going, "oh I'm not gonna buy it because I'm not, I'm not, I'm not, I'm not." And we're like, "but it works for you, wait a second, it works, it works, it works."   You let the market tell you what Red Oceans, what markets, what little pockets and Sub Red Oceans of people are great to include inside of the script.   Think about what I'm doin' with Funnel Builder Secrets... This is a little bit of a different-style episode, I just think it'd be kind of cool and valuable to do with you guys, okay?   Now that he's got this script completely nailed down for the audiences that keep coming to him and we're like, no it does work for you, that does work, I would use it like this for that, no, you know, and he's got that down now, right? Now that that's down, okay, that has helped create two things here:   We know "WHO" we're selling to and we know "WHAT."   We know "WHAT" the offer should be. It has been proven, it has been vetted, the market has spoken and said, "Yes, we will give cash for that."   So my role is to I come in and be the pitch guy for Funnel Builder Secrets. I don't really change the "What." I actually don't even really change the "Who."   I don't change the "What" - I don't change the offer.   What I'm doing is I'm changing the stories. I'm not gonna go in and tell potato gun stories. I'm not gonna go in and tell the stories that Russell would normally tell.   The audience doesn't know who I am, right? As far as sales psychology goes, there's really two intros in any script.   Guys, again, follow me here, I know this is not a normal Sales Funnel Radio episode but stick with me for a moment, okay?   There are two intros inside of any sales script. And people screw this up all the time...   In the first intro, you gotta answer the question, "What is this? What is Funnel Builder Secrets?"  It's this knee-jerk reaction that people are gonna have to keep them safe. It's a reaction from the part of the brain that keeps people safe, okay? You know, the "croc brain."   If you guys ever read the book Pitch Anything, it's a fantastic book to go read - one of my favorites...   But first thing we're gonna do is we're going to intro, I gotta intro Funnel Builder Secrets itself, okay?   The second thing, (and this is the reason I can't go tell Russell Brunson's stories even though it's Russell Brunson's product), I gotta tell my stories.   The second intro is an intro to me. "Okay, okay, you've made me feel safe, you've made me feel okay, I know what Funnel Builder Secrets is now, okay, I have the expectations for what the rest of the script is gonna be." They're not gonna say that, but they're feeling those good, warm fuzzies.... "But who are you?"   That's like the second thing they're gonna start feeling  - so I have to intro that.   So we're still targeting the same "Whos,"  the market has spoken, the market has said, you know what, I'm a good fit for this. And we're like, "oh cool, we didn't think about that. We'll add that to the script." And so we have a big list of what all these WHOs. "Oh, I'm in retail, B2B, info, supplement, ecom, MLM, Coaching, info product, physical products." Tons of lead gen.   Anyway, we know what all the "Whos" are, and the market keeps telling us who the best fit is. Very key.   We also know what the best "Whats" are. "First you're gonna get this, and then you're gonna get this, and you're gonna get this, and you're gonna get this."   There's a portion of that offer that comes from the market telling us, "You know what? I would buy this main thing up here, I would buy the main product that you're talkin' about, but I just don't how I can X, Y, and Z?"  And we're like, "Oh, cool, okay, let's go add another product they'll get for free that will answer that when they buy the main product." Crazy cool, right?   So we have the right "Whats." We got the right "Whos."The thing that I am switching is the stories, okay?   I'm still introing the webinar the same kind of way that Russell does it, but  I have to introduce me - so they know who the heck they're listening to -'cause the sales psychology's gonna stop if I don't do that.   But I gotta go come up with my new stories. I gotta come up with a story for secret number one, a story for secret number two, a story for secret number three.   (If this is completely Greek, if you have no idea what I'm talkin' about, then you have got to go read the book Expert Secrets   Those are free sources guys, they're worth more than my entire marketing degree. That's not a joke...   I've learned more from those books and more from those resources than my entire degree - which took five years - and I don't use any of it.  I use everything that has to do with those books though, okay? )   Anyways, I have to come up with the stories for me - even though it's not my product.   One more major point here, and hopefully I haven't spoken too much and gone too crazy here?   I remember I was riding my bike home one day from college classes - we didn't have enough money for another car - and frankly, my pride was on the line a little bit.     I had tried at least 10 businesses on my own, and they'd all failed or barely broke even.   It was a nice summer day - usually, it was freezing, and I was beating myself up with phrases like "Man, you've been studying this for years, Stephen, what's wrong with you?  It's gotta be you, Stephen, 'cause all these other guys are doin' it - what's wrong with you?"   Don't do that beat yourself up - it doesn’t help.   … But that day, I was beating' myself up. I was like, "Man, I've been studying like crazy, I know what I'd do in this scenario, I see that guy's business in that scenario, I know what I'd do over there, I know what I'd do over there." And I was like, "but why am I still poor?"   It was a big question for me, and I remember that there was this idea that came flying' into my head...   First of all, I was like, "Well shoot, I'm not even asking for anybody's cash anywhere, you can't even give me cash anywhere online, so that's dumb, why am I complaining?  There's not even an ability for somebody to be able to pay me."   Number two, (and some of you might laugh at this, and some of you guys are gonna be like, "what?") I had never considered that there was a huge, stark difference between marketing and sales.   Sales is not marketing. Marketing is not sales. They have very specific different roles - they have very different functions.   I had been doing door-to-door sales and telemarketing for the explicit reason of learning sales. That's actually why I did it. I wanted to learn like consciously, that's the reason I chose the door-to-door.   I was like, "you know what, I know this is gonna be terrible, it's gonna be hell sometimes, I'm gonna get the door slammed in my face like crazy, I'm gonna go make door-to-door sales," and that's one of the reasons I did it.   But riding home that day, I realized, "Crap, marketing isn't sales. I've been studying sales, what the heck is marketing? Like dang, it!”   So to just sum it up real fast here, and not make this like a course:   Sales are what happens face-to-face. That's what I was doin' door-to-door, that's what I was doin' over the phone, I wasn't face-to-face but you know what I mean, I was with the customer, right?   Sales are what happens face-to-face, but marketing is how you get them to your face.   This is an area that a lot of people don't study ever.   And so, if you think about what I'm doing with the Funnel Builder Secrets webinar right now, you think about how this whole thing works…   What I am doing is I am affecting the marketing of Russell Brunson's Funnel Builder Secrets script, but I'm not affecting the sales of Russell Brunson's Funnel Builder Secrets script, okay?   Again, one more time, follow me here, let me draw this on the whiteboard.   A script, any sales script-  not just a webinar - at the beginning of any script, it’s very marketing driven.     Another way to define marketing is "the act of changing somebody's beliefs for the intent of a purchase to happen." You're just changing somebody's beliefs. You're changing the way they see the world, all right?   You're educating with the intent to change beliefs in hopes that it leads to a purchase. That's really what marketing is.   Sales, sales is just reasons to act now, okay? "Here's what you're gonna get - 50% off - Price goes up at midnight."Countdown clocks here!” Those are all sales tactics, but they're not necessarily marketing tactics.   A marketing tactic has everything to do with the actual stories that you tell, it's the way that you break and you build someone's belief patterns.   So my task for this webinar, which I've been incredibly honored to do...   I'm excited guys, I get to do it with these massive people in their audiences and close them, right, and do the webinar for that person in Russell's name, right?   I'm hopin' in the future it turns into some traveling and doin' it on stages, that would be really fun, anyway, that'd be really cool - 'cause Russell is the CEO of a major company so he can't really do all the stuff anymore, right?   So think about this, any sales script is really broken into two major pieces... there are more pieces, but there are two major pieces... The biggest thing that's happening at the beginning is marketing.   I'm tellin' stories with the intent to change your beliefs,  and the way you see the world, to help you understand that you're not seeing the world the way it really is.   For example:   "Oh man, don't use a website. Last time I used a website blah blah blah blah blah blah..., and it was a terrible result, and this guy said the same blah blah blah blah blah blah, blah."   I start changing' the way you see the world:   "Oh, I always thought websites were the bee's knees, and the cat's meow - baby, like websites are everything."   And suddenly, they're like, "Oh crap, this guy says they're not, what's the answer?" Then Sales swoops in... Does that make sense?   So I'm gonna tell marketing stories, and that's what's gonna happen at the beginning of the script for the first half or maybe more - when you think about the timeline of a script going' on the first half is marketing.   Then somewhere down the road, we flip into sales mode. Then I start talkin' about the offer.   I start talking about logical reasons to purchase now. I start talkin' about what you're gonna get when you act now.  I start talkin' about what will happen if you don't buy now.   I begin answering objections. "I don't have money." Well I'm gonna answer that objection. "I don't have this." Well I'm gonna answer this objection. At the end, I'm using some closes, "Go buy - Go to this URL - Open up in the tab - Go here!"   I feel like I keep saying this over and over in all these other subgroups I'm in, but I've never mentioned it on my podcast - that's why we're diving' into this.   I know it's a little bit deeper, and a little bit more tactical than I usually go on this show, but I just hope it helps.   When I look at a script, there are two major phases, so what my role in this webinar is,  I'm not actually adapting or changing Russell's offer at all, right?   Dana Derricks didn't change Russell's offer at all - it's still Clickfunnels, right? However, the lever that you can change, the lever that you can adapt when you are not in control of the actual product is marketing. You can control the stories. Those are levers you can pull.   The actual offer is over on this side, all right? I'm not touching it, I'm not gonna change it.   I'm not gonna pull out the different products or put them back in. Why would I change that? It's an amazing offer. I can't even compete with the things that are in that offer - it's incredible, absolutely incredible! Why would I ever touch it? That's not what I'm touching.   The thing that a lot of affiliates do, and even JVs, is they'll be like, "But what uh, uh???" and they stress out, they're like, "How do I sell this offer?"   Don't worry about the offer! The offer's already sexy. It's up to its creator to make the offer amazing, absolutely attractive and absolutely incredible.   The place that you go and you spend all of your time in is this marketing. What are the stories that you can tell that will break and rebuild beliefs?   What's the stance you can take? What attractive character attributes can you take on?   The stance I'm taking is very much that of a reporter. It's Funnel Builder Secrets and I was the lead funnel builder at ClickFunnels for a little while, right? I was Russell's funnel builder, and that means I should probably be able to sell Funnel Builder Secrets quite well.   I'm gonna go through and adapt the stories. It's gonna be fascinating.   There's not gonna be a potato gun story in one of his scripts - so that’s gonna be really weird ;-)   Anyways I'm really, really excited!   So just know when you don't control the offer, it's more about the stories you're gonna tell in the beginning.   It's more about the pre-frames, before they see the offer.   You're not gonna touch the offer, don't try and, don't even worry about the offer.   If someone's like, will you promote my thing, and their offer is not drop dead sexy, don't spend the time comin' up with the stories.   Your job is to break and rebuild the beliefs that they have about what's possible so that when they see the offer, they're like, "Oh my gosh, that's a new vehicle. That's a new opportunity for the desire I have. That's a new way for me to get what I've been goin' for all along."   What bridges that gap is the stories that you tell.   So I'm going in and creating all the stories that could break beliefs. I'm pre-thinking the beliefs that I'm gonna be breaking - so I can match my stories to them, and tell them in a way that causes the epiphany in their head - "Wow, I gotta get this offer!"   So anyways, I just thought that'd be kind of a neat episode.   I know this is a little bit different style, and it made me think of Dana Derricks with the chicken suit. I was like, "Oh yeah, it's like the time Dana came in, and he was selling' Clickfunnels."   Clickfunnels isn't his, but he was still adapting and helping to write the scripts. Fascinating!   So, anyways, we got a chicken suit on auction... if you guys want it, bids start at a million buck.     All right guys, we'll talk to you later.   If you guys have enjoyed this please, please, please share this, please, please, please go tell iTunes Zeros & Ones with the review, how awesome this has been.   Please go review it, it really means a lot to me, and I've spent a lot of time putting these things together for you and I just hope that it helps break and rebuild your beliefs on how you can build a successful sales funnel.   Guys thanks so much, talk to you later, bye. Oh, thanks for listening. Hey please remember to rate and subscribe.   Hey you want me to speak at your next event or mastermind? Let me know what I can share, that would be most valuable, by going to stevejlarsen.com and book my time now. Advertising Inquiries: https://redcircle.com/brands

What's going on everyone? It's Steve Larson, and this is Sales Funnel Radio! And today, we are gonna talk about webinars.   I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business.   The real question is how will I do it without VC funding or debt completely from scratch? This podcast is here to give you the answer.   Join me and follow along as I learn, apply, and share marketing strategies to grow my online business. Using only today's best internet sales funnels.   My name is Steve Larson and welcome to Sales Funnel Radio.   What's up guys, hey, okay first of all... I know I got a rubber fish in my hand. We'll get to that in a second... this is called a hook ;-)   Hey, I’m tired of the question, and I think this has been a bit of scare that has happened across the internet, as you guys know, (or if you haven't known), Google Chrome no longer allows auto-playing videos on page load.   What that means is that for everyone who's like, "Hey are auto webinars dead?" I wanna address that question today, 'cause I'm getting it from a lot of my personal students, for coaching that I get from other people that I fulfill on - I get it a lot of places. I even see other gurus saying things like "Hey, webinars might be dying."   Let's talk about this, okay...   So two things here:   #1: the answer's "no!"   #2: I actually wanna drop in and I screenshotted my stats from our webinar over the last month. I grabbed it from the last month - simply so you can see what's been going on for us because the Chrome update has been out longer than a month.   So what I'm gonna do is share with you guys.   We just barely turned on ads for this funnel, we re-turned them on three weeks ago.   Now if you don't know, I have several strategies for how I get traffic inside that funnel:   The first way I get traffic is, I do a lot of Dream 100 stuff and that's actually where this fish is coming in - we've got 100 of these, it's a full-size fish, a full-size trout and we're shipping them out to people in the next two weeks or three weeks.   What we're gonna do is we're inviting them to “fish-slap the crap out of the old ways!” Ha-ha get it? It's talkable, it's not expensive. Please do Dream 100. Anyway, so Dream 100, that's the first way.   The second way is with affiliates. I treat Dream 100 and affiliate stuff in two separate strategies - they are not the same strategies.   With Dream 100, they're existing influencers, they have big lists already, right.  I go in, and I'm like "let's do a joint venture together, I'll split 50/50 with you."   With affiliates, they may not have a big list yet, but they're willing to go promote, they're willing to push it out there, right, and I give them a percentage for going out and selling.   To get the affiliate thing off the ground, I launched a program recently called affiliate outrage. It is a free program that teaches people how to make money as an affiliate, selling anybody's products, but all the examples I use in the training are for my products - so hopefully inadvertently they actually go and start promoting my products.   I had about 15 or 16 other massive, massive experts come in and teach courses that were for free -  normally you'd have to pay tens of thousands of dollars for this.   For our Dream 100 strategy and we had like 20 or 30 people reach out to us a few weeks back and we've got our JVs setting up. We're doing all that now - it's a lot of fun.   We also have the affiliate traffic, that's coming in.   The third way I do it is publishing; I have a podcast show dedicated to my major products.   So there's a podcast show for this very webinar funnel that I'm gonna share with you guys right now.   Then number four is ads.   Do you see how many things I went through before I got to ads!   Ads are usually the thing that people run into first. I'm not saying not to - I'm just saying there are other ways to do it, okay.   So what I'm gonna do is go in and show you guys exactly what we've been doing - and when I say "show," I mean I'm gonna talk about it.   For those of you guys who are in iTunes right now, just know that I'm holding a 12-inch massive rubber fish!   For those of you guys on youtube, you guys can see it.   Anyway, awesome stuff okay.   I have my phone here, I just took a picture of my screen about three minutes ago before I started this, and these are the actual live stats. Here's the thing you have to understand about webinars right now; "yes, chrome shut down the auto video playing thing," but did they really?   The answer is "no," okay! That's gonna be maybe controversial depending on who you ask, but the reason for my answer is:   In Clickfunnels there is a feature in the native video element where I can still have the video autoplay - I just can't have the sound autoplay.  So the page can load and start playing the video - all they did was put a film over top of it that says, "Turns On The Sound."   So I still have audio playing videos in my webinar funnel. My auto webinar funnel is still autoplaying - you just click "Yes" when it asks "Would you like to autoplay?" If you block pause - the video starts playing on page load -   they can't pause it.   However, what we've done is change the text on the film they've put on top of the video. The film is kind of dark and slightly transparent, so they can see the video playing in the background, but I have the text say, "Click to join live session in progress."   When they click- the sound turns on and the film goes away, and it picks up right from where it is right there. So if they don't click, they're not seeing it from the beginning of the webinar - which is awesome.   I've actually been using it to my advantage; I put things on the actual page that say, "Hurry! Click above to join session in progress."  I have an arrow down below saying the exact same thing. I pre-frame.   You can also pre-frame in the confirmation email, you can pre-frame them in the actual page ahead of time by saying, "look, you're gonna join a session that's actually going live, you're gonna join a session that's starting right in the next few minutes - it will autoplay."   I don't know what the big scare has been about because we're still doing it and it's been awesome.   So let me share with you guys actual stats, that sound good?   I might offend a few people when I say that sort of thing, 'cause they're like "Ah, but it's not true autoplay." WHATEVER! I actually like it. It's a micro-engagement before they actually go and actually watch it. It's been amazing actually.   I've actually really enjoyed this whole feature. We're actually using it to our advantage. I'm not gonna fight it, "let's just go with the flow and use it to our advantage." Instead of fighting it, there are these little micro-engagements before the page loads.   I'm like, "Hey, once you get in there make sure you click soon because it will be playing and you wanna be able to turn your sound on and make sure everything's set up."   It's just one extra step of micro-engagement, and we seem to have more attentive attendees.   Alright so I got my stats here. I'm gonna walk through my stats real quick. This is from June 21st through July 23rd, 2018, so just over a month starting from today just about a month in the history.   We have about $3.35 earnings per click. Not bad! Remember that we turned ads back on about three weeks ago.   Let me run through our page in the last month:   The registration page has 1798  unique page views. 1800 people have seen that page uniquely in the last month.   63% have opted in. A 63% opt-in rate on an auto webinar funnel, you guys, I can barely even get that on a live webinar funnel!   Usually, when you go from live webinars to auto webinars, you get a drop in conversion rates. Mine went up!   We also are selling it harder, we've put a whole bunch of testimonials on it recently, and it's just really boosted a bunch of stuff.   Anyway, so 63% opt in rate, that's pretty huge.   So 1100 people have opted in. For those of you guys again who are listening I'm looking on my phone right now. So we're just reading the stats right here.   A 63% opt-in rate, that's ridiculous! From that, we have on the auto webinar funnel - I get about an 8% purchase rate.   So from those who actually register, there's a drop off from those who register. Right after they register, they get sent to a self-liquidating offer, and that's actually selling quite well.   Only 10% of people actually see it. It's a little over 10%, maybe like 15%, about 15% of the people actually see the self-liquidating offer, actually click over to the actual order page, but it's a 35% purchase rate.   It's pretty crazy, so overall when compared with the other, it's maybe more like 10% purchase rate from the actual traffic coming on in, which is pretty great for a self-liquidating offer.   If you guys don't know what that is, it's self-liquidating, meaning, we have spent about $2000 in ads, just testing stuff - we're turning things back on slowly.   We spent about two grand in ads in the last month, we have made about $1700 in sales on that self-liquidating offer. So we are literally right now just about breaking even on all of our ads spent for that funnel. That's crazy, okay, that's crazy.   We don't have all of the targeting ads turned on. We haven't even really started making new ads. I mean these are all great signs of a fantastic webinar, it's been awesome, and we had great successes with them too.   I've loaded just tons of awesome case studies and testimonials from that product just in the last like three weeks, and that's really helped a lot as well, anyway.   So again, we only turned ads on about three weeks ago, so this is over the last, so for about a week there, there was not much going on in that funnel for I don't know, like a month.   There was lots of other stuff that was going on;  I was building, putting things together.   We had 17 sales from $2000 in ad spend, but that ad spend was also liquidated; so we're putting a dollar in ads, guys, and we're getting three or four back out. It's more like, the four, yeah, about four dollars back out, but we're also liquidating on the dollar, almost. Isn't that crazy!   Remember we're keeping it tiny, this is not like huge, overall, the funnel's done about 19 grand in sales. And the average cart value is...   We're getting another $114 per purchase because of the self-liquidating offer. Which means for about every two people who buy the self-liquidating offer, one of those people, or the third one, is buying the actual full program. That's nuts!   Anyway, so are webinars dead?   Oh my gosh, let me just take this fish and just help you guys. "No! They are not dead, let me fish slap the crap out of that belief."   People are like, "Webinars are dead, they're dying, "do you think it's gonna happen?" No I don't, I don't think they're gonna die. I think you're gonna have to adapt.   I think you'll have to add one extra little step here and there, but I actually think it gets a better purchaser.   What I've been noticing is that the people coming in are buying. They've taken one extra little micro-commitment before they actually see the webinar, and they're actually better buyers, and it's been awesome. So none of this has been a detriment to us.   At first I was freaking out too, I was right along with everyone else. I was like, "but you know what, maybe..." And so we started looking at it, and so yes, we have auto webinars running to Facebook ads.   Again we got the Dream 100 stuff going, which we're about to do a ton of joint venture webinars with people on this product.   Affiliate outrage, that's going awesome, and that really hasn't even started turning on yet, as the time of me filming. Meaning, about the first week of that program, I just teach people how to set stuff up and kinda get things running inside their accounts to get things going, and then we get into actual promo strategies.   So as the time of me filming, that part has not actually turned on yet, so affiliate's not even touching it yet.   I also publish like an animal which has helped tremendously - a lot of buyers come from that.   And then we have the ads we've got running.   Those are like my four major traffic strategies that I just always fill slots in for them.   So hopefully that's helpful, so that's some of our stats. So we're still doing great on the opt-ins, still doing great on the purchases.   On a live webinar funnel, you're doing pretty good if you get a 25% show up rate to the webinar.   On an auto webinar funnel, because it's starting in the next ten minutes, right, the actual show up rate is significantly higher. We have about a 50% show up rate, which is awesome.   And then several people come back in for the actual webinar replay, and that's where a lot of purchases come through as well, so anyway we're doing a lot of little cool things like that.   I just wanted to show you guys and walk through that a little bit, and answer that question 'cause my strong opinion is absolutely not, they're actually not dying, but it does mean that you as a marketer, just add one extra little step in there.   It's already native to Clickfunnels. Just go turn on the button, okay. That's all you gotta do. Maybe go inside the actual email or the first page, registration page and say, "make sure you check your sound, click to turn on your sound so you can actually hear the session in progress," you know stuff like that, that's totally fine.   Another thing that's really helped a lot; we just put in this really cool chat element so people can chat with cool people that are in there. We're adding in live closers to the thing. Things that we'd do anyway, regardless if Chrome stopped it or not.   So it's my strong opinion that the answer to this question is, "Absolutely Not! Webinars are NOT dying!"   If you think they are, at least take the webinar script and use it in other places.   We're taking that webinar script, one of the things we're gonna be doing here in the next month is grab the webinar script and repurpose it.   I don't always wanna buy through a webinar. Personally, I don't like always buying through webinars. I actually like buying through a product launch funnel - that's one of my favorite ways to purchase something on the internet... or I just go to the order page and buy it.   If I know it's a great product, I'm just gonna buy it. I've done that many times. Some of you guys have done that with my stuff as well.   So webinar, right that's one way, product launch funnel, same script, different delivery.   I can take that same script, and I can go and make it a blog post.   I can make that same script into an audio program and have people listen to it.   Dean Holland actually takes his webinar script, and he turns it into a free plus shipping book. That script is gold!   So if someone's like, "ah, webinars, they're dying!" First of all, "no, I don't agree with that at all."   Number two, figure out other ways to deliver that exact same script - it doesn't have to go through a funnel. The funnel isn't the script. Does that make sense?   The funnel's not the reason that they do the buying. The funnel does the closing on the actual internet. So just deliver the same material differently. That's one of the things we're doing.   I'm very cognizant of the fact that there's a lot of people who will buy through webinar, but then you take the same script and just repurpose that crap.   Go around and put it in other places. Understand that there are other ways people prefer to purchase.   So, are webinars dying? No! First of all, number two, just take the same thing and blast it all over the place. I am super passionate about this. “Whoa, Papa Larsen's coming out a little bit here!”   You can take the webinar script on stage. Every time I've done that thing on stage we make money, and we close fantastically well - usually like, anywhere 20-30% of the room, which is pretty average, depending on the room, 'cause some people in the room are kinda crazy.   But most of the time I can usually close 20-35, 25-30%, it's in that range whenever I get on stage with it.   Russell Brunson usually does 40-50%! He closes half that room, baby. We'll get there soon.   So those are my answers to that:   #1: Webinars are not dying #2: If you really feel that way, just start taking the same script and deliver it in different ways.   Don’t blame Google Chrome.   Google Chrome is not gonna stand in the way of me delivering my sales message to people who do actually want to purchase my products. So take that thing and just repurpose it.   Hey guys, hopefully that's helpful. Again this is my invitation to “fish slap the crap out of that question and move forward with confidence.”   It’s my opinion from my own results on just one of our webinars. We have a second one launching here soon for another product.   They're doing fantastic, so I don't know what the big scare has been.   So anyway, that's my answer. Maybe it's a little spicy for some people, but whatever ... Those are our stats - those are our numbers. We've been making money.   Alright guys, thanks so much, I'll talk to you guys later.   If you guys have enjoyed this, please share it, comment, tell me if you agree, and I'll see you guys in the next episode, bye.   Aw yeah! Hey, wish you could geek out with other real funnel builders, and even ask questions while I build funnels live?   Wish granted! Watch and learn funnel building as I document my process in my funnel strategy group. It's FREE - just go to thescienceofselling.online and join now Advertising Inquiries: https://redcircle.com/brands

 Boom! What's going on everyone? It's Steve Larsen.   This is Sales Funnel Radio, and today we're going to talk about some easy add-ons you can put to your products.   I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine-to-five to take the plunge and build my million-dollar business.   The real question is, how will I do it without VC funding or debt completely from scratch? This podcast is here to give you the answer.   Join me, and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels.   My name is Steve Larsen, and welcome to Sales Funnel Radio.   What's up, guys? Hey, I don't know if you're like me, but my favorite part of going to movies a lot of times is the previews ahead of time.   I remember we were driving to a movie, and I didn't want to go to it anymore because I knew we would just get there in time for the movie. This might be a little bit weird, but I love watching the previews. I love being sold. I love being sold. Being sold is so fun.   There's a guy who came, and he walked through our front door, and he said, "Hey, I wanna give you some pest control ... or carpet cleaning... or this or that." I love the sales process. It's so fun. It's really really cool to see in action.   Infomercials, oh my gosh. I can watch infomercials... matter of fact, I have done that many times. I just watch the infomercial for the sake of the infomercial because I don't want to watch whatever show is on. I've done that multiple times. I love the act of selling.   In infomercials, though, you guys have seen, back, I don't know, several years ago, I would watch (definitely like six, seven, even eight years ago), I would watch these infomercials, and even just in general, you'd see these products that people would come out with. And you'd see these infomercial guys like, "You're gonna get this... and it's the CD set."   And it's all these CDs. It's this course laid out in all these CDs, like 12 CDs. Now, spacing-wise, it could easily fit on one CD, but they know it looks bigger if it's on 12 so, "You're gonna get this 12-CD set!"   And you're like, "Wow, that's crazy cool!" "You're also gonna get this workbook over here." "Wow, that's cool." "You're also gonna get the personal book "from the author as well, from the creator of the course. "They've also authored a book. "We're gonna give you that book." "Wow, that's cool!" "You're also gonna get this checklist." "Wow, that's cool." Right, and they're masters at creating offers.   And even when it's like the ShamWow guy, right, I don't remember his name. ShamWow guy, right, "If you act in the next 15 minutes, "we're gonna give you two ShamWows for the price of one." What! "We're also gonna throw in four mini ones "in case you're ever in the car." What!   Right, they're building an offer. That's an offer. The infomercial people are experts at creating these offers, and that's exactly what we do on the internet. We create these offers and put them all together.   Well, my perception of what it took to create a product was like way up here. I mean, it was so big because I would see these guys. You know, and I'd see these guys, and they'd be creating, "You're gonna get this CD set. "You're gonna get the workbook. "You're gonna get the transcriptions. "You're gonna get this and this and this." And it was like, "Wow! "Gurus are telling me to go and actually create."   (My phone's going off over there. No, alright. Sorry about that.)... But it was my perception that I would have to go and create these massive massive products. And it ended up becoming a block to me, right.   I'd be like, "Man, these gurus, "they're saying the only way for me to get out there and actually go create success with this stuff" is for me to go and make, "I gotta have this CD course set. I gotta have the workbook. I gotta have this, I gotta have this, I gotta have this or this."   If I'm doing some supplement, "I gotta be able to give this away. "And a workbook from," let's say it's a weight loss thing. "I gotta go interview these people, "and I gotta become an expert on weight loss. "And give them that workbook as well. "Plus the supplements, plus the formulator, "plus put together the packaging and the branding "and how much it's gonna fulfill. "And the shipping, right."   My perception of what it took to actually create a product, and especially an add-on, was through the roof. It was crazy. It was through the roof. It was so challenging because these guys were so good at it that it actually ended up becoming a barrier, and I started believing that I needed to do it like that in order for me to actually become successful and build my own product. And so for the first few products that I put out, it was like that.   I would go months, guys, months and months of time putting little info products together, then like a little CD, and a free plus shipping thing with something physical. And that's how I would build out these products. And I still do that, but there's some hacks to it.   I wanna let you know that that's not always the case though. If you go look at what these guys are experts at, they're experts at creating offers and products.   So what I wanted to go through with you guys today, (I've got my phone here which is why my computer rang. I've got my phone here. And I'm putting it on airplane mode so nothing else pops in.) I started writing down a list of really easy ways for you to create add-ons, okay?   So let's say that your main product, let's say you got a supplement. And you might put a little add-on on there. Maybe you can use it as an upsell or, "Hey, it just comes with it naturally anyway." And these are things that you could do to increase the perceived value of the product without you spending inordinate amounts of time going out and building out literally an entire additional product. Does that make sense?   Okay, what we're doing here is we're toying with the perceived value of offers of products by tossing in a few of these really simple ways.   Now, for those of you that are in the Two Comma Club X Program, there are huge lists of ways to create products quickly in there, right, which is awesome. Product Secrets is amazing. But I want to be able to share just a few of the things that I personally do, that are on that list also, that I like to use to very quickly increase the perceived value of the primary thing I'm trying to sell.   For example, I have a product that I launched the beginning of this year called Secret MLM Hacks, right? And it sells in the MLM space, and it's doing awesome. It's amazing. But there are a few things I added in there that I knew would increase perceived value. I added in a workbook...   Here's the issue with info products. I love info products. You guys know why I'm in the info product game. The issue with it, though, is that people know as the perception like even though it took this guy for freaking ever to create this thing, for him to fulfill it to me he literally does nothing, you know what I mean? Meaning there's an email with the login link. Even though there's a lot of time that went into that. The perceived value of info products can a lot of times be low for that very reason.   The perceived value of something that's physical is a lot higher. You don't have a lot of sales copy next to Amazon products.   If you look on Amazon, what's the sales copy on an Amazon product? There's no sales copy. There's like bullet points. Here's what it is. Here's how much it is. Here are the questions people ask. There are the answers. Boom, buy it.   There's not a sales letter. There's hardly even testimonials on things like Amazon products. Why? It's because I'm gonna be able to feel it. I can future pace myself of what it's gonna be like when that thing shows up.   It's in the box. It's coming to my house. Think of the day, imagine the day. It's coming straight to the front door. I'm gonna run to that front door. I'm gonna grab that box, open it on up, bam, wow. I get to hold it, right? All that future pacing goes on post-purchase. There's not a lot of future pacing that goes on in like an info product. So what I do is then combine them?   So a few of these strategies I'm gonna share with you are:   #1: The info product, which I love 'cause of the high margins, combined with something physical.   #2: Events, there's high perceived value in events. I'm gonna book time out of my schedule. I'm gonna set up flights and a hotel and what I'm gonna eat. I'm gonna check with loved ones and friends and family. I'm gonna let them know, "Look, I'm gone, I'm gone." There's a lot of high perceived value inside of an event because of the mere time it takes to put together the event and just you attending.   What I am trying to do is I want to show you guys a few cool ways and things to do that'll help you increase perceived value of whatever it is that you're selling out there, okay?   So think about this, say I've got my product here, a really cool strategy is, let's say you're selling a book, or you've got, again, a supplement or something like that. Let's say you're gonna do a little event, an afternoon event or a weekend event or something like that, a free ticket to that event included in the product before it, massive value added, massive value.   Let's say there's gonna be a $200 little mastermind you're gonna toss or something like that. Putting in a free ticket to that is huge.   Filling events is hard. That's like probably one of the hardest things to do. Filling events, that's not easy. People that can put 3000 people in a room, that is not easy to do.   You think of Click Funnels, their last event Funnel Hacking Live was like 3500 people or something like that. They have 60 thousand users, and 3000 people came. Isn't that interesting?   60 thousand active monthly users, and that number's going up all the time. At the time of recording this, though, it's like 65 ish or something, alright? And 3500 came. Like, get real on how hard it is to fill up events.   So a good way to start filling up that event where people can see your upsells, people can see and start hearing more about you is by merely tossing in a ticket in that product ahead of time. That's one way.   Let me get back to my notes here.   #3: One of my favorite strategies which was barely tossed out, was the course on how I made the very thing that they're buying. Anyway, just super cool.   Think about this: so if you're an author, back to the author thing, how cool would it be if you were to share as you're actually making the book, as you're writing the book, or putting together the notes or whatever, like the actual notes that you're using, the original outline.   "This is when I wrote this piece. "This is when I wrote this piece. "This is why that piece comes before that part. "This is why this piece comes before that part." Like, crazy. The value-add that is inside of the book is crazy. "Oh, by the way, here's the book, "but also here's how I wrote the book."   "Here's the supplement, "but here's how I created the supplement "and why it has what it has in it." I don't know half the crap that's in a supplement. It would be awesome if someone was to tell me that. I don't know what someone went through to create a software. That would be awesome. And all it does is help create more true believers for your actual product itself...   Since you're already doing it, just document it. It's a very easy way for you to add a lot of perceived value to the thing.   #4: One of my favorites is to just get a whole bunch of experts. Again, back to the book thing. Let's say you have a book that's in a topic of how to lay bricks. I would go, and I'd find the top masons. The top people who are masonry's, I mean. And I would go out, and I would grab the top people who are the top bricklayers on the planet, and I would go in and I would interview those guys. And I would include that series inside of my book called, How to Lay a Brick. Crazy example, just trying to go crazy so you understand just how easy this is.   It doesn't matter what you're selling. It's the principle behind it.   If you're gonna go in, you're making a supplement, and it's about weight loss, man, go interview a whole crapload of people. It doesn't take a lot of time. It really doesn't. Make it 20-minute interviews.   Go list out 10 people. Get that, and package it all together. Give that away for free with the actual supplement. That's crazy. Really easy add-on. You're not making it. They're saying the stuff. You're literally just compiling, which is pretty awesome.   #5:  One of the other ways, (I currently do this in several of my products,) I like to create welcome packages.   So if I'm selling something that's info, a welcome package could include something like a manifesto. It could include some stickers. It could include a workbook. It could include my personal notes, like as if I'm going through the course myself, me writing it out in the workbook. So a copy of how I would fill out the workbook. Anyway, does that make sense? A t-shirt, getting their shirt size and sending that with them. A welcome package with stuff like that. Those are super easy add-ons you can toss in as well.   #6: Next one here, let's say that you a not an expert in what you do yet, or you wouldn't consider yourself to be. Let's say the market doesn't consider you to be an expert. That's totally fine. What's very easy to do, and actually it's one of the things, on my very very very first info product.   I read the book, Dot Com Secrets by Russell. And I went through and I watched a few more videos and trainings that he did on that stuff, and then I literally got a whole bunch of people together and I taught what I learned for like two or three hours and recorded it. And that became my first info product.   #7: A checklist on how to do what the guru is teaching about, super easy to do as well. If you're already a geek about what it is that you're selling, that's really easy to do. You're gonna find some person who you geek-out about and go to that person's audience and say, "Hey, that person's audience, "you want a checklist on how to apply "what you're learning from this guy?" Huge value-add. Huge value-add. And you couple that with something you're already selling, that's a massive way to do it as well.   #8: Compiling other people's content. What's cool about YouTube, guys, YouTube is public domain. It means there's been times where one of my Live Funnel Builds, one of the cool membership area strategies I like to use.   Let's say that you have a product. Let's say you're selling fishing rods. I'm just trying to use random crap so that you know how easy it is to do this.   Let's say you sell fishing rods. You're a fly fisherman. You sell fishing rods…   The fear that people have when I say, "Get into an info product kind of thing," is they think, "That means I have to get a camera. And I've gotta get some weird backdrop. And what am I gonna say? And do I know how to talk that long?"   There's all this fear, fear, fear, fear, fear, fear. "Heck no, heck no there's absolutely "no way I'm gonna do that." And they start backpedaling like, "No, I'm not gonna do that!"   Here's an easy fix for it:   When you put something on YouTube, and it's marked as Public, don't do this for unlisted videos 'cause that's stealing. But when you press Public, and you push that thing out there, that's public domain. I have grabbed the URLs. So I would go out, and let's say I'm a fly fisherman, and I sell fishing rods and fishing equipment, I would go find content that some person with a massive audience, multiple people, people with huge audiences inside the fishing space, I would go in and I would grab a lot of their stuff off of YouTube.   I wouldn't download it. I would literally just take the URL and put it in a members area. "Hey, with this book, with the fishing rod… with this fishing rod, we're gonna send it out to you, we're also gonna give you a FREE account to the members area that's gonna have the experts teach you how to use it correctly."   You didn't make the content. You just compiled content from existing experts. Does that make sense? Super easy value-add. Content's already existing.   That's part of what I'm trying to help people understand with this. Most of the time the content is already out there.   If it's marked as Public, don't steal it, but if it's marked as Public and it's on YouTube, grab that URL, put it inside a member's area, and give away a free account. It already was free. Give away a free account. They're still gonna get the views on their thing. And that's a fantastic strategy. That works super well.   #9: One of my favorites is to give away group coaching sessions.   So let's say that I'm gonna do, let's say I'm selling events. Or let's say that my primary business is masterminds. I'm going to give away a free group coaching session after the event to make sure you apply what it is that you learned. That's a huge value-add, right? There's a lot of value associated with time. And if I'm giving away my time, now, I would not give away one on one time. That's why I do a group coaching session. I'm gonna do a group coaching session, and I've tossed that inside of my offers many times. Actually in that very scenario, for masterminds.   If I'm selling a product at a mastermind, a group coaching session, that's an awesome way to add more value into what you're doing. Anyway, that's a huge one. Or let's say you do an info product, "Guys, I don't want you to be lost on the info product. "If you have any questions or whatever, "I do a coaching session two times a month, "on this day and on this day. "Here you go. Come on in, and sign on in, and this'll get you off the ground. We want to get your questions answered."   People want that hand-holding feeling. They want the blanket of security. "Everything's going to be okay."   Anyway, so that's my small little list. And I made that really really fast. And the principle that I'm trying to put in people's brains here is check that all the ways you can increase perceived value with easy add-ons.   RECAP:   > So like, an event ticket, does that cost you anything else to fulfill? No, you're gonna do the event anyway. So if you are doing an event anyway, just put in a free ticket for that person, and it's way easier to fill up that event.   And in events, you change the selling environment, so usually that's where a lot of upsells happen too.   > A course on how you made the thing. It literally is just you recording you doing your thing and including it in the product. The very thing that you're making. That's huge. I sell a lot of stuff that way.   > Doing expert seminar, kind of, interviews. Going in and grabbing a whole bunch of experts if you're not an expert yet and compiling that. That's very easy.   > Welcome package, that's a fantastic one. I use that one right now also. Manifestos, t-shirts, workbooks, all that stuff, so that's something physical paired with info. That works super well for retail and B2B. That's awesome.   > Checklists to use, like, "Hey, here's how to apply what that expert was teaching." That's a great strategy.   > Compiling things from YouTube and public domain, that's super easy. Go in and literally type in your keyword plus public domain. You'll find a whole bunch of free content on the internet. It's public domain, meaning you can grab it. That's what public domain means. That's an awesome one. That's an awesome one.   > Group coaching, that's awesome. I would not do one on one, but group coaching.   Anyway, so hopefully this has been a cool episode for you. I just want to walk through a few ways to do it.   And that's the principle. If you spend a ton of time and energy getting in and actually building the cool thing but really easy ways to increase perceived value so you're not competing on price is by coupling in a few add-ons like this. It's not hard.   Most of them you can just automate and do one time. And then you can sell at what it's really worth rather than competing on price.   Alright guys, hopefully this has been helpful to you. If it has been, please go to iTunes and rate and review it. That would mean a lot to me.   I'll see you guys in the next episode.   Bye Hey, thanks for listening. Please remember to rate and subscribe. Gotta question you want answered live on the show? Head over to salesfunnelradio.com, and ask your question now. Advertising Inquiries: https://redcircle.com/brands

Boom, what's going on everyone. It's Steve Larsen - This is Sales Funnel Radio...   And today we're gonna talk about how to acquire a mass of qualified customers.   I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business.   The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer.   Join me and follow along as I learn, apply and share marketing strategies to grow my online business. Using only today's best internet sales funnels.   My name is Steve Larsen and welcome to Sales Funnel Radio.   What's up, guys? Hey, today, I'm actually going to toss in another recording from the Science of Selling Online Facebook group.   I was reading from a book, showing them strategies from these various books.   Not only how to acquire a mass of qualified customers, but when to acquire them.  At what stage in your business it's important to do so and when is it not.   When's the best time to actually go try and get a huge amount of customers? There is a time to do that and a time not to.   You might be thinking, "Stephen that's stupid, why would you not just want tons of customers?"   There's a lot of reasons why you should and why you shouldn't do that.   In this episode, I'm actually gonna cut straight over to a Facebook live, but watch carefully because I'm using the very same strategy inside my business right now.   I've created the main product for my business, so now that it's there, what front ends do I create to amass a huge list of qualified buyers, not just random people?   Anyways hope you enjoy this, we'll cut over to the episode now. Talk to you guys later, bye...   What's up. How's it going, everybody? Hope everyone is doing fantastic! I need to be asleep right now but... you know, some nights I just can't get relaxed.   Yes, I wear glasses. I've had glasses and contacts since second grade. My eyes are terrible.   I barely made it into the army - my eyes are so bad that I'm only a few points away from not being allowed to join... like isn't that funny?   So anyway, yes I'm wearing my glasses right now. And I have been jumping on my tramp right there and listening to music and thinking a lot.   I don't know why, but every once in a while, I just get in these zones where I just walk around, and I can tell that to everyone I kinda seem like a zombie - you know what I mean?  My head's just spinning going through tons and tons of scenarios; it's fun. I absolutely love it. It’s like a Beautiful Mind, "vroo, vroo" all over the place.   I wanted to share a lesson with you guys real quick - because it's actually something that I'm doing right now. It's something that I taught a solid six-seven months ago. And it's interesting; what's happened.   *REPLYING TO FB COMMENTS* “What's up guys, how's it going Ross? "Like your glasses, the real you." "Yeah, yeah, right. I cannot wait to get LASIK...   I was at the eye doctor a little while ago, and he told me that I have clinically large eyeballs. I was like, "Oh. It's not like I can do anything about it. Thanks for making me self-conscious for the rest of my life!"   I want to share with you guys something that you need to understand.   We talk all the time about going at the core of the value ladder, right! That is the place where you start your products.   You start your business at the core of the actual value ladder. The reason why is because everything else kind of spiders out from there. What I want to do is - I want to tell you why. I wanna tell you why everything spiders away from the core of the value ladder... it doesn't have to do with creating the back ends.   The market's gonna tell you what to do, all that because yes, yes, yes, yes, but another big reason has to do with one of the principals from the book, Ready, Fire, Aim.   I was flying back home from speaking at an event in January, and I ended up doing a few Facebook lives in the airport, and one of them was about this very principal right here. It has more to do with the way the cash actually moves inside of the business.   A little while ago, a customer was frustrated, and she came up to me, and she said "Hey, do I really need to go create products? Do I really need to go make..." Anyway, she was being whiny.   And what I said to her was "Look, a customer is purchased regardless. You will buy a customer whether or not you want to. There's a cost to it."   Most of the time when we think of average cart value and cost to acquire,  those are the only two numbers that we really care about in a marketing funnel.   However, cost to acquire we typically always assume means money. It actually can mean time as well.   So what I want to do real quick is, I want to talk real fast about the realities of what it actually means to acquire a customer. And when it's best to go and... Let me step back.   There's a thought; I keep trying to get it out for you guys, so you understand what I'm trying to go for...   Somebody was probing me, they're like "Stephen, why has your funnel not hit passed a million bucks already?" And I said, "It's because it's not scalable yet." And they're like, "What do you mean?"   There is a podcast episode coming out about this soon. I "out-revenued" the systems in my business. Does that make sense? My revenue was growing faster than the business.   This has happened multiple times; I would build a freaking awesome funnel, then we put it out there, we'd launch it:   Day #1: They're excited. They're like, "Oh my gosh, this is so cool. Look at all these sales coming in!"   Day #2: They're like, "Wow, that's a lot of sales!"   Day #3: They're like, "Turn it off, turn it off, you're going to bankrupt us!"   I remember the first time that ever happened to me, it was well before I ever worked for ClickFunnels. And this company, I almost bankrupted them.   And I was like, "What? That doesn't make any sense?  I've never met anyone ever who wants fewer sales!" I didn't understand what happened until later on when I was working for ClickFunnels.   I was sitting next to Russell, doing all this stuff. He and I were building a funnel for FiberFix, and the exact same thing happened. We basically, two and a half, 3x-ed their revenue in a couple days. It was like "BAM!" Really fast. Same story:   Day #1: "Wow!"   Day #2: "Whoa!"   Day #3: "Stop, turn it off, or you were gonna bankrupt us!"   I was like that's so weird. And I don't know why but until that time.... I mean, I knew that funnels weren't businesses. A funnel is NOT a business, right? Funnels are not businesses. A funnel is a way to sell stuff, right?   I am a master at the funnel building side, however, I know I'm not a master at the building the business side. I've had to learn that stuff as I go along - because my revenue was outpacing my business.   So let's go back. Let's think about this; when we think about "cost to acquire," there are multiple costs to acquire:   #1: There's a cost to acquire as far as money goes.   #2: There's a cost to acquire as far as time goes.   If you're not willing to pay ads to acquire a customer, you're gonna pay with your time, right?   I'll go do that with my podcasts, right? That's one way I'm purchasing a customer with my time.   I don't like doing methods where I have to do the same strategy over and over and over again; meaning, I'm not good as the guy who's like gonna spend time doing the same pitch to tons of people. I'd rather do the pitch one time, and automate it through a funnel to leverage my time that way.   #3: There's also a cost to acquire as far as your business goes and the stress that causes on the actual structure that you've built.   If you don't have a structure  - if every single support ticket is different - If you handle a support ticket differently every single time...   If you handle a customer complaint differently each time...   If every time somebody purchases from you, it's a different scenario every single time...   YOU'RE GONNA DIE!   That's part of the stuff that I was running into the first three months of this year.   I was selling, selling, selling, selling, selling.   I did over 200 grand real fast, bam, real quick.  I was kinda the sole operator, and everything slowed down. I was like,"What's happening? Holy crap, a lot more people still want this thing, how come I can't push it forward even harder? How come I can't... "   I had to step back.   And while I'm a funnels guy, I needed to become a business systems guy too.   And so what I've been doing a lot lately; I’ve been setting up systems that allow my funnel and my revenue to become scalable.   We're just about hitting that point right now.   We just tested this SLO, it's doing really well. It's converted, last I checked,  around 15%, which is great. That's great for a self-liquidating offer for a webinar. It's good enough anyway - at least to take the edge off. It's going good, going really, really well.   What I wanna do real quick is I want to, first of all, put my glasses on, 'cause I really can't see you guys. My vision is that bad. What I wanna do real quick though, is I wanna read to you why this happens.   I'm at this phase right now... I wanna show you guys one thing real quick here. I do not regret building it the way I have. I don't believe you're an entrepreneur if you don't go actually create something of value.   Like, alright there are business owners, and then there are entrepreneurs. They're not necessarily the same thing.   A business owner comes out of college, "Hey, I'm gonna go build a business." They get VC funding to fund the structure that they're putting together. Rather than go create value first to make money to build the structure. Right?   I believe an entrepreneur goes and makes value. They get paid for it, and then they use that cash to build the system to let them go sell more. That's what I've been doing.   And so, what I'm trying to get at here, what I'm trying to share with you and show, is this phase that I'm entering. I'm really excited.   There are a lot of phases all over the place, but the ones I'm talking about today are:   #1: Does the market even want what I'm freaking selling? Do they want it?   Answer: "Yes" I'm making cash from it. We don't even have ads running right now, and there's still sales - which is awesome. It means it's selling by word of mouth which means there are ravenous buyers and ravenous evangelists. Which is awesome.     So is it selling?  "Yes." Is the market telling me they want it? Yes, they are. Okay. Next phase...   #2: Let's turn it up. Boom! "Oh my gosh, my business structure can't handle it."   Too many support tickets   Too many things coming in   I'm the sole operator, "Oh my gosh, I am drowning." I'm now working "in" the business instead of "on it."     I need to turn down my revenue and turn up my systems.     Does that make sense? 'Cause that's what I've been doing. But now that I'm about to enter this other phase, and it's part of the reason why I'm doing Affiliate Outrage.   I wanna share with you why I'm steering the ship the way that I am.   Is this cool? First of all, I hope this is cool? That's what I mean when I invited you guys to this group... "the deep dark secrets of Stephen's mind."   This is the stuff that just rocks through my brain. And I'm just connection, connection, connection...   I'm linking together several different books right now, and what I wanna do is read a section here to you guys from Ready, Fire, Aim, and tell you why I'm doing what I'm doing:   Anyway, you guys ready? Here come the glasses. I think my vision is like negative 6.5 or something like that. I mean it's REALLY bad. I think it's 7.5 was like the army cut off, and I barely made it. I cannot wait to get LASIK. I will be a life changing event. I mean, I'm serious, I'm so blind.   My hand is in focus finally, when it's about right here. Barely, isn't that nuts? Anyway, I'm actually quite blind. And no it's not because of all the computer screens. I started when I was in second grade.   This is a section, this is a chapter here from Ready, Fire, Aim. This is on page 118. Fantastic book! If you've not read it, I recommend it completely.   The first section is dedicated to the systems on the marketing side and even on the business side that you need to put in place to go from zero to a million.   The second part of the book is one to ten million.   The next part of the book is ten to a hundred million or fifty million - and then goes beyond that.   I've only read the first part, 'cause that's all I care about with this funnel right now. And while I have a 2 Comma Club award, it was with Russell, and I want my own. So that's why I'm documenting my journey along the way.   Check this out, pg 118, this is how I read books, and this is the reason why it takes me like three months to read a book if I'm being active about it.   Alright, so here it is.  Check this out. Right, where my thumb is”   "So although your primary focus should always be on customer service, your quantifiable goal at this stage of an entrepreneur should be to acquire as fast as possible what we call a critical mass of qualified customers.   The number of loyal customers you need in order to make all or most all of your subsequent selling transactions profitable."   English, what does that mean?   Let me read it again real quick, and then we're gonna dive into this.   "Although your primary focus should be customer service, you need to acquire as fast as possible a critical mass of qualified customers.   The number of people in order to make all of your transactions profitable."   Let me keep going here.   "Once you have a good number of qualified customers, you'll be in a really good position where almost every new product you come out with will be successful because so many of your existing customers will buy it."   Does this make sense? Follow me here. Let me keep going, one more part here.   "You need to understand the dynamics of generating long-term profits through the development of large circulation, low-cost products, sold at a loss on marketing by upselling high-end products to this larger base."   This is a lotta crap, right, this is a lotta crap. Follow me though. Now, let's go through and let's read my squiggles.   Let me flip this around here again, real quick. Here's my squiggles...   If you think about this, what this is saying is:   #1:  Acquire as many customers as fast as you can. As fast as possible acquire a critical mass of qualified customers.   #2:  Once you have a lot of them; every single subsequent transaction will be profitable because so many of the existing customers will buy your upsells. That's saying use freaking funnels.   #3:  The way to do that is by producing large circulation, low-cost products that you sell at a loss.   Does Russell Brunson actually make that much money by selling his book alone? No, he doesn't. What actually makes it profitable? All the upsells in the back.   Here, let me go full circle. Follow me here ...   Think about where I am in my business. I know the market wants my product.   I've actually completely shifted who I'm selling to.   Just recently, in the last two weeks, I realized I'm selling to the wrong person. So I'm redoing a lot of stuff, I'm changing the vernacular, I'm changing ads, I'm changing a lot of stuff, and I'm readjusting and realigning for the right person. "Oh, my gosh, you were here all along."   Markets are discovered, they're not created. New markets, blue oceans, purple oceans are discovered.   You don't set out and go, "I'm gonna create a brand new niche." It doesn't exist! How can you measure it? You discover niches.   I have been discovering this new niche because I'm actively selling inside of it, and the market is telling me how to move.   Now that I know that the market wants me to sell it, that product, and I'm like, "oh my gosh, my revenue is outpacing my actual business." so I stopped for a while and fixed the business, and now I'm turning the ads back on. The engines are turning back on again.   What I'm really doing now is exactly what Ready, Fire, Aim is teaching. Which is I am creating low cost, low price, high circulation products. Does that make sense? Those are the qualifiers.   When you figure out the core of the business, which is what I've done now, the core of the actual business that you have, your role, right,   I've gotta a sweet back end product that we're gonna go create here soon, I want my own event. I think it'd be super cool, and I really think it can help a lotta people. So that'd be a lotta fun. The cool back-end product for me is events and consulting.   Front-end though, low cost, low priced. So they're low cost to you, they're low priced to the consumer, but they are high circulation.   Do you guys know that when somebody buys a book, on average, it gets passed around up to nine times? Nine times! So when you sell a book to somebody, there's a high potential that it actually gets read by nine people.   That's the reason why we sell so many books. It's the reason why we do so many FREE + shipping things. So the FREE + shipping CDs, info, information, right? Little knick-knacks here and there, funnel graffiti - stuff like that.   It's not to make money, it is to acquire a critical mass of qualified customers. Precisely what Ready, Fire, Aim is talking about. Does that make sense?   But the problem is is that most people, before they know what the core of the business is, they start with low cost, low price, high circulation products. That's why I don't usually recommend going into things like e-com right out the get-go.   You can do e-com by bundling it with info, and then suddenly you're margins go really high again.   So if I now have a critical mass of qualified customers, they're buying everything... The second "yes" is easy, once the first “yes” happens - they're buying a lot of my subsequent products - everything you're coming out with your existing customer base is buying it.   A low price, low cost to acquire equals a big customer base for your back-end products. Those are the three categories though. Low cost, low price, high circulation potential. That's really what you're going for at those phases.   If I go and I create a critical mass of qualified customers in the middle of my value ladder...   I was drawing a value ladder; I was on an airplane, listening to dubstep,  there was caffeine in my system, and I was at 30,000 feet, which usually is when I have all these epiphanies. I need to take more flights ;-)   I have a critical mass of qualified customers right there in the middle, so I was looking at this, and I was looking at some of my different numbers. And what I figured out is that for me to hit a thousand buyers at $1,000, right, that's a million bucks, I was working backward...   If I have a 15% close rate on live webinars, let's say that's high though, right? I would need to spend somewhere around $166,000 to make a million.   Now, my product is worth way more than $1,000. So what I'm doing is I am actually gonna double the price of it, I'm really excited.   Actually, no, no, no. It's a different product I'm doubling.   I'm gonna raise it $500. And it's because one of the issues that I've been finding is as I narrow it down on what it is I'm actually doing is selling to the wrong person. And the wrong person was coming to me.   They would say things like, "What's a funnel?" And I was like "Psh.. oh my gosh, I am probably not your guy to start out with if you don't know what a funnel is, right? Go read some books, go read Dotcom Secrets, Expert Secrets and then come back to me." In fact, that's my recommendation to everyone. Go read:   Launch   Dotcom Secrets   Expert Secrets   Ready, Fire, Aim,   These are my go-to books always. They're always on my shelf. Actually they're not on my shelf, they're all around the room, 'cause I reference them so much.   Trying to remember what the others are? I just reorganized everything, which means I can't find anything anymore. You guys know what I'm talking about? Anyway, Ask, that's an awesome book.   *STEPHEN ANSWERING FB COMMENTS*   "Terran, yes. Yep, I am referring to that. MLM Hacks, that's my main webinar right now.   I have a second insanely awesome product I just finished building it today. Oh my gosh. Right, 'cause not everyone's an MLM. And I totally get it. And if you don't wanna be, and I still have sick funnels for you. So how do I go serve you guys then? So anyway, so I'm super pumped about it."   So that's the whole lesson... 'cause I know one of the things that happens to a lot of entrepreneurs is what I'm talking about right now.   They're going out, and they're saying things like, "I'm selling like crazy and then all of a sudden, the sales kinda seem like they slowed down."   #1: You probably have ad fatigue.   #2:  Did you just sell to your hot market, and the warm really isn't that attracted to it?   And I had to figure out a little bit who my real customer was. But then I voluntarily slowed my revenue down. Hard. Hawd, HAWD.   Way back, I turned it off - I didn't slow it down - I turned it off. It's been off for a while. And it's because I'm doing this massive overhaul.   Here check it out. Alright, check this out. Wrong side, okay, this side of the whiteboard right here. Right, I've been redoing all that. It's a freaking huge funnel now. I didn't start that way. You don't need to start that way. But this is what I've been building.   I've just finished the SLO, it's converting like crazy, it's doing fantastic.   Next I'll be building out a product launch funnel inside the replay sequence.   Then I'll be going in like this awesome, insanely amazing success path, it's 30 days, it's 30 videos showing them after they buy, how to be successful with their purchase.   Very key, it's not enough to just sell 'em, you gotta show 'em how to use it and be successful with it, or you're dead in the water. And so, that's how we do it.   When I realized like, "Oh my gosh, it's all working," then finally I was like okay, this makes total sense for me to go and let's try and acquire as fast as possible even more qualified customers and buyers. And so what I've been doing.   That's one of the major reasons, (cat's outta the bag), for Affiliate Outrage. Now there's nothing paid in there, upfront. But it leads to paid things.   All it's doing is widening the net - and it's being really, really open. It's teaching anyone how to be an affiliate for any product.   “You guys want the rest of the strategy? ♪ Yeah ♪ Everyone say... ♪ Yeah ♪ You gotta give me the... ♪ Yeah ♪ Like that.”   Everyone was making fun of me on the 2 Comma Club coaching stage, 'cause I guess I do a lot of sound effects. I didn't know that.   You guys ready for it? 'Kay, check this out, alright. If you listen to my podcast, you know that the only two things on my calendar. The only things on my calendar are events and launch dates.   I've got Affiliate Outrage; then I've laced together like six different campaigns that I've seen make that really fast, usually.   Who's got my money, hey, Love Grant Cardone. ♪ Who's got my money ♪ So anyway, I laced together six different campaigns and I'm going one by one by one through all of them. So just watch carefully to what I'm doing here because now that I know the market wants what I'm selling, "oh baby, now we get to open the freaking floodgates."   I feel like the other thing that happens too; a lot of the times in this community, people spend so much time building the funnel. That's just the first piece of the pie. Next, you get to go do a lotta cool things like Dream 100 stuff.   We've been reaching out to massive people, and they've been reaching out back. And excited to promote it.   *FACEBOOK COMMENTS*   "What do you think of Sam Oven's 20 million dollar webinar funnel?"   "I think it's awesome, and I think it's proving the exact point I'm talking about, Kenny. When you actually know what the heck you're selling, ] when we actually know, then man, stop messing with the funnel and start figuring out cool ways to just put traffic into that thing. And that's what these campaigns are. Campaigns are not ads."   Anyway, so how about that for a rant? That was a late night rant. I was jamming out, I have a playlist called Pre-Stage, it's my pump up mix.   That's the lesson tonight, guys. Go figure out how - after you know the core after the market actually said that they want what you're selling - go figure out little tiny things that bring in the low cost to you, low price for them, high circulation potential. And then just open up those floodgates.   Honestly, is super fun. It's the reason why we have so many awesome front-ends at Clickfunnels.   *FACEBOOK COMMENTS*   "What do you say to someone who is getting great front end conversions but leads are not buying? Referring to affiliate.”   “What do I say to that? Terran, that's a great question, great question. If you look in Dot Com Secrets... I don't think the funnel is complete. If you look on page, I think it's 93, I don't remember, I'm not gonna take the time.   Anyways, one of the seven phases of a funnel is, it sounds like you're qualifying the subscriber, which you need to, but you also need to qualify the buyer. That's the very next step.   That's step number four of the seven steps, I think. And so, sounds like an incomplete funnel.   So it's not to say that lead funnels are not complete funnels, but if you're trying to make sure there's an up, like they're actual... If you know you're gonna lead them to something that's expensive in the back, or even buy something later on, the funnel isn't done, in my mind, until there's cash in your pocket.   So that might mean that the funnel goes offline. That might mean the funnel goes on the phone. That might mean going and saying 'Hey, we gotta meet in person, or come to an event.'   So the lead might be captured on the internet, but you might be capturing and actually closing and actually getting cash in your pocket, offline or different places. I know there's different scenarios for that. But you're talking about affiliate marketing. So what do I say to someone who's getting great front end conversions?   What usually is happening is some confusion. There's a disconnect... Here's the story:   John Parks was talking to this guy...  he was critiquing his ads, and this guy had great conversions on his ads, and all these people were clicking on this ad. But no one was buying. And this guy goes to John Parks,  (who is Russell's traffic guy), and says "Hey, can you look at my numbers, look at my ad, what's going on here?"   John was like "Wow, you're getting a lot of clicks on this thing, how come nobody's buying?"   And he goes in, and he starts looking at the numbers, the conversions, and he had like a 15% click-through rate on that ad, that Facebook ad. And John was like, "Whoa, like that's really high."   Then he looked at the numbers for the next page, and there were no conversions on that page. There were no purchases at all. And he's like, "What's going on here?" He hadn't looked at the ad yet, when he looked at the ad, he knew why immediately!   The ad was a picture of this incredibly sensual woman just dripping sensuality.  And sure enough, it's guys that have been clicking on the ad.   He clicks on the ad and goes to the next page, and the very next thing people see on this ad is this middle-aged, overweight white guy saying, "Hey do you wanna opt-in for X, Y, and Z?"   That's not why they were clicking on your ad, buddy. Like right! So weird example right? But that's typically in some form what's usually going on.   There's some disparity between what's actually going on from the ad, and to the actual page.   One of the things that I like to do is to make the headline on the ad the exact same as the headline on the page they'll see. That way there's not a new concept that they have to accept. And it brings them straight on in.   *NEW QUESTION*   "If we are building webinars, three things to focus on?"   "Yep, only thing you should focus on, and only worry about ever, for a long time, is just your story, the actual sales message itself. Don't worry about anything else.   Once you know people are trying to give you money, then put together an actual offer. And then once you have a story, or sales message, I call them one in the same, you've got a sweet offer, then go obsess about the funnel.   I mean there's a reason why I haven't gone in depth on thing yet at all. Like my funnel is limping along on one leg. It's broken. My funnel's broken, I know it's broken. And I haven't cared.   It's like trying to fix a leak all the way down a pipe when there's actually a leak further upstream on that pipe. Does that make sense?   It doesn't matter you fixed that other leak, you gotta go fix the one in the beginning, right?   I don't know if that makes any sense at all. But like, anyway, that's how I think of it that way."   *NEW FB COMMENT*   "Thanks for all the value."   "Love the geek out over this. Awesome stuff. "   Anyways, hey guys, hope that was helpful to you. I'm sorry that was a long Facebook Live there. Actually I'm not sorry, that's freaking awesome! I'm gonna download that.   Anyway, so hopefully that's helpful to you though.   So just recap from the book real quick here, real fast, all you're gonna try and do is   #1: "Acquire a critical mass of customers."   The existing customers buy every subsequent product you ever come out with which is why you just acquire as fast as you can.   #2:  You're gonna make low cost, low price, high circulation products, which is why I am doing things like Affiliate Outrage.   We got a ton of front ends that I'm gonna come out with here shortly. Salesfunnelbroker.com as it currently is, like oh my gosh, it needs to be completely different.   salesfunnelradio.com, oh baby!  I've built so many funnels for so many other people, it's fun to like turn back around and finally do my own for a while.   Awesome guys, talk to you later, have a good night.   If you like this, please let me know. Keep inviting your friends to this page. I am trying to pull over people who like really freaking love why funnels work and who really geek out about this stuff.   Alright guys, talk to you later. Go crush it.   Ah yeah! Hey, wish you could geek out with other real funnel builders, and even ask questions while I build funnels live?   Uh-oh, wish granted.   Watch and learn funnel building as I document my process in my funnel strategy group. It's free, just go to thescienceofselling.online and join now. Advertising Inquiries: https://redcircle.com/brands

Boom what's up guys it's Steve Larsen, and you're listening to Sales Funnel Radio, and today we're going to talk about how to roll out products. This is my favorite rollout strategy.   I've spent the last four years learning from the most brilliant marketers today, and now I've left my 9 to 5 to take the plunge and build my million dollar business.   The real question is, how will I do it without VC funding or debt? Completely from scratch. This podcast is here to give you the answer.   Join me and follow along as I learn, apply and share marketing strategies to grow my online business. Using only today's best internet sales funnels.   My name is Steve Larsen and welcome to Sales Funnel Radio.   What's up, guys? Hey, I'm excited for today; I'm excited to be able to share with you some neat things that, frankly, I don't see many people doing.   The first product I ever launched and put out the door was an utter failure - the thing was terrible, okay? But I didn't know that at the time.   I spent inordinate amounts of time putting together the product. I thought my product was the best product ever -I was so excited! I was running towards it.   In my mind, I was like this thing's going to change everything - this is going to be incredible. I was excited, and people would be like, "What are you doing? What do you spend all this time doing?"   I'd be feeling a little smug about it like, "You don't know - just you wait and see!" There'd be people coming up to me and saying things like, "Larsen, what's up now? You doing that thing again? Alright, good luck with that..."   I was actively seeking what I called, "My Shut Up Check." My shut up check"was something that I sought as fast as I could when I was launching.   This was four years ago, and I hadn't perfected the rollout strategy that I want to talk with you guys about today... But what was interesting was I'd go build these things, I was looking for my shut up check.   The shut up check was a concept I learned from a guy I was listening to six or seven years ago. The shut up check is the first check you get from your business.   So when someone says, "Oh, you doing that thing again? Is that even gonna work?" You can pull it out that check and be like "Shut Up! It is working, here's the money."  That's your shut up check.   I hope that you've gotten your shut up check to throw in the naysayers faces a little bit? Not that we would ever do that... BUT TOTALLY DO IT ;-)   What I wanna do real quick is share with you guys how I roll out my products.   What ended up happening with that first one is, I spent eight months building it... and then when I finally launched it, and I put it out there... nobody bought it. And it's because nobody knew about it.   It took three or four months before cash actually started coming on in, and I kind of abandoned it. Until I figured out better ways for traffic - and then I started making more money. But I don't want you to go through that, okay?   I was in the middle of college, I was doing stuff with the Army, I was super busy. So for me to spend eight months of my time - we're talking late nights, early mornings - time I could have been with my family... And then, to not have it work - that was so mentally tasking it was ridiculous. I don't want you to go through that.   So instead, I wanna share with you how I roll out my stuff.   I have marketing books in bookshelves all over the place. I was reading this book, Positioning (It's written by Al Ries and Jake Trout) ... just kind of thumbing through it.   Frankly, instead of reading front to cover, I'll thumb through and find chapters that look interesting, and I'll go learn something specific from it.   Anyway, it's kind of cool, they say, “When you make a new product you must by default, position against the old product.” I thought “Hey, that's super cool.” I totally get it, when you're making an opportunity... and he's saying a whole bunch of other great stuff.   I really like what they say at the beginning. They say that, “we live in a communication-saturated environment.” There's so much communication; you're listening to me, you're listening to other people ... Don't listen to other people, just listen to me ;-) There are so many people speaking.   Back in the day, not enough communication was the issue.  Inside of organizations, not enough communication was really the issue. Maybe even customer to business, or business to the customer - not enough communication. Those are serious issues for sure.   However, there are also massive tendencies to over-communicate now. I believe in consuming a very information very low information diet - as Tim Ferriss teaches and talks about in 4 Hour Work Week.   I'm very careful who I choose to listen to and very careful about what I consume. If I'm not learning for intent, then why am I learning? It's just noise. I ranted about that on a previous podcast.  I really like what Tim Ferriss says about the subject.   In Positioning they say, “Today, communication itself is a problem. We've become the world's first over-communicated society. Every year we send more and receive less.” Now as an entrepreneur, as a marketer, that is a terrible terrible place for you to be.   It has to do with something that was mentioned in the beginning of the book. There's a point that I really like ... (There are a few points that I disagree with too - sorry. Actually - not sorry - I believe it. Just from my own experience of rolling out products)   This is the point; “For years, all of us in the marketing area have taught to our students to build a marketing plan around ‘The 4 P's’.” If you guys don't know the 4 P's; the 4 P's are like the Bible, they're like gospel. Especially in corporate marketing.   The 4 P's are: Product, Price, Place, and Promotion. What's the product - what's the price of it?  Where you gonna place it? How you gonna promote it? Now that makes sense, but he makes a great point. There's some areas here that I agree with and some that I won't here, and I wanna share with you why - and it has to do with my rollout strategy.   The next point is; “I began to realize some years ago, that some important steps needed to precede the 4 P's. All good marketing planning must start with research before any of the P's can even be set.   Research reveals (among other things) that customers differ greatly in their needs, perceptions, and preferences. Therefore customers must be classified into segments.”   Research, get them into segments. You can't serve all segments. I agree with that. I wanna walk you through how I do this without getting technical. So, I'm gonna put the book down.   The scariest thing ever, is for you, as a marketer, or Sales Funnel builder, to go out and launch a product that nobody has ever heard of. Scary, scary crap! That's so freaky.   I remember I was watching a lot of gurus launch their products, and these gurus would go launch their products, and a lot of times the product wasn't even built when they were selling it. I had this moral compass conflict inside of me, "Is that right? Is this ethical?" I was like, "that's kind of weird," and I had a hard time with it for a while.   Every time I teach this strategy, someone says, "Is that right? Is that real? Is that okay?"   Let me explain what's really is going on behind the scenes: They're doing the four Ps, they're doing research and segmenting, they're doing all these other things inside there. They're positioning the new product against the old one. This positioning game heavily affects what makes a good marketer.   The stories you tell, all that stuff that stuff matters tremendously. The reason I'm talking about this is that I'm doing it right now for two products.   If you guys are part of my group The Science of Selling Online, I just built 'Affiliate Outrage' live, in front of the group. I designed the marketing message, drew out the funnel,  and then I built the funnel live.   Now, I'm doing it again with another product in front of that group -  for FREE - anyone can watch it. I go through, and I say, "There's a need right here, right everybody?" And they're like, "Yeah, there is a need right there." "Okay, what kind of thing would you wish was inside that product? Awesome, cool. You know what, I'm actually go through in front of you, I'm going to design the marketing messages. I'm going to go through, let's brainstorm together what false beliefs there are about the product I'm gonna put out there." They're like, "Well if it's about funnels - I'm not a techie!" I'm like, "Oh, that's a good one community, thank you for saying that. Community, this is how I would combat that?" I go around and show them, "Well, that's a bad belief because of x, y, and z," and I retell them another story. Then I'm like, "Oh man, community, what are some of the stories you would expect somebody to be believing some of the experiences that they've gone through that's made them think they need to be a techie?" They're like well, "I saw this guy and he was an awesome funnel builder a great person online, and he was a coder. All these people were coders." I'm like "Oh that's great, that's great. Okay let me write that down, I need to break that story, I need to put a new story.” Does that make sense?   I'm going in, and I'm using the very people who are buying the product to help create the marketing message, and I'm doing it live in front of them. What does that do?   So I just did this for Affiliate Outrage - it's a free program. I took the time to go do it because I wanted to, number one, go through and show... there's a there's a sense of... I'm trying to display that I know what the heck I'm talking about. How do you say that word, I don't know what that word is?   ...But I'm trying to say "Look, I'm not a fake. Watch me do it live. Watch me build and construct the thing in front of you."   I did for  Affiliate Outrage, and now I'm doing for another paid product. I'm literally building in front of the very people that I hope will buy it. That's the strategy - and I hope you all use it in your businesses.   The strategy is if you are selling an info product or you're writing a book or you are in retail or if you're in B2B. Take those products and deconstruct them in front of a customer, and put it back together, and say, "Here you go." That increases your sales like crazy.   Six months into working at ClickFunnels, Russell Voxed me, and he said, "Hey, dude, we're going to start a show called Funnel Fridays." "Like cool, what's that?"   A lot of you guys know me from Funnel Fridays. Every Friday, Russell gets on with Jim Edwards, fantastic copywriting expert, and Russell, obviously a funnel building expert... They take somebody's product, whether it's somebody from the audience or something else that they're doing at that time, and they build an entire funnel live in front of people in 30 minutes.   Now, do they always finish? No, hardly ever, that's not the point though. What that does... think about it... Russell CEO of Click Funnels and Jim Edwards creator, the seller of Funnel Scripts coming together and using the product in front of the customer. Doing exactly what their product sells - using the products in the live build.   Sometimes there'd be two, three, 400 people live watching live, giving feedback and asking questions. "Why did you do it this way... why did you do it that way?" Guys that's selling!   Does it feel like a sales script? “No!” The whole point I'm trying to make here is that if you are going, "Hey, I want to go build this product..." do everything you can to, number one, roll it out in front of your audience. Include them in your rollout strategy. Include them in the build. You'll create these true believers.   Let's say you're building software; your potential customers will remember the story of you going through and teaching them why this button exists. They'll remember everything that went on to create that feature.  Now they’ll have an affinity for that feature. Whereas before it was just a crappy little feature.   When you're building the little pieces inside of your product, you're putting things together, it's incredibly important for you to document the journey of its creation. That's the point of today's episode.   If you document the journey of the creation of your product - what you end up doing is pre-selling people for the day that you open the doors.   That is what I did not understand when I launched my first info product.  I did not understand for quite some time.   It's kind of like Hollywood right? Hollywood goes out six months before a movie goes out, they start getting people ready. They start creating curiosity, they start building pressure.   A marketer builds pressure over time towards an event - a purchasing event. That's really what a campaign is. It's building pressure towards a purchasing event.   There's a campaign and they're building, building, building, building, building pressure. They're building pressure - six months out - or even a year sometimes, right?   There's a preview for a movie -it's only two minutes long - but it's a teaser. Six months out there's another one, three months out there's another one. A week ahead of time, "Holy crap, oh my gosh, this is the launch date. Get your premiere tickets; pay extra to see the first showing of it in your area." Does that make sense?  They make an event out of the rollout of the product.   The issue that I find, more often than not, is that there's been no pressure, no talk, nothing about a product before it launches.   The problem with that is that you're gonna rely on ads and influencer name drops. And that's fine; I would use those strategies. I do those strategies myself. However, if you're not building the pressure ahead of time...   There are really two ways that you can build the pressure:   #1 Build the pressure ahead of the product launch     #2 Then you can build pressure after the product launch by doing things like ads, closing the cart strategically, doing lots of stuff like that.   So anyway, I hope that this has made sense? I kind of dove deep with it a little bit. I agree with what the book Positioning was talking about, but not just from a positioning standpoint, but from a rollout strategy. That's very very huge.   For you to think through how to actually put your product out the door. So if you want to see an example of that in action, go to thescienceofselling.online.   I'm saving the live product and funnel builds in that group so you guys can go back and watch them. It's been really cool.   If you wanna see the Affiliate Outrage one in there, you'll see how I designed the marketing, meaning the actual messaging, the sales message. There's a format, there's a template I used for that. Going out and then choosing the funnel to build. There's a format there's a template. 90% of this is just a big 'ol formula. People just convolute it.   Then when I'm actually building the funnel, there's a format, there's a formula that I follow to get that out the door quickly.  As I'm doing it live, I'm showing my prospective customers how I'm gonna be selling 'em. There's nothing wrong with that; this is a huge extra value add. Now they're like, "Oh man, I didn't know this is why you did that. I didn't realize Stephen that this belief I have is actually a false belief. Oh cool, you're going to put that feature in. Huh, Interesting."   What's beautiful beautiful beautiful about this whole thing is I'm going out and I'm showing them what they're getting without them getting it. So that makes the curiosity higher. When they've invested that amount of time with me on the internet, (they're engaging for free), if they don't get the product, the itch is not scratched entirely. So they have a massive incentive to buy.   Anyway, I just hope that you take that seriously. What I've been doing the last little bit here, is re-creating certain parts of the product after products are rolled out. I'll re-create certain parts of that product live in order to push more people in. The first time the product goes out, I'll make a whole bunch of it in front of the people. Sometimes not all of it, but key parts I know they'll be really interested in. Anyway, lots of fun stuff.   The whole point is to take the customer with you on the creation of the product (or certain parts of it.) It will create a massive affinity which leads to true believers.   Rather than go and find true believers, you create true believers - which is very powerful.   Alright guys, hopefully, this has been a helpful episode for you today! Thank you so much to all of you who've been reviewing the podcast on iTunes, it means a lot to me. Please keep doing that, and I'll see you guys on the next episode. Bye.   Boom. Just try to tell me you didn't like that. Hey, whoever controls content, controls the game. Wanna interview me or get interviewed yourself? Grab a time now at stevejlarsen.com Advertising Inquiries: https://redcircle.com/brands

Boom, what's going on everyone? This is Steve Larsen. This is Sales Funnel Radio, and today I'm gonna talk about my greatest asset and my college transcript.   What's up, guys? Hey, today's a little bit different.   First off, I wanna apologize. The last few episodes that went out, we found out the mic on the camera was busted, and so that's kinda why they sounded a little bit weird.   Thankfully my super-ninja sound dude was able to take out a lot of the stuff, but we apologize for that. He's the man. You guys'll all get to meet him another time when we all feature our content team again.   But, what I wanted to do, this episode's a little bit different, and you'll notice it's a little bit longer, but what I wanted to do is...    I did a Facebook Live to my group, and it's a little long but the lessons are huge, and it frankly is how I went from completely failing out of college; I had no idea how to learn. Did not know, right? I really didn't know how to learn. Even into my early 20s, I had to figure out how to learn.   In fact, the first thing I show you is my college transcript  - you'll see the huge difference between when I learned how to learn, and when I had no idea how to learn. And how that's blessed me in my life and frankly, everything else that I do.   Anyway, so it's a little bit of a different episode. We're going to cut over to it now. It's the recording from me in my group The Science of Selling Online. And so, we're going to cut straight over to that.   If you have any questions or whatever, please reach out.   The group itself had a great discussion about it afterward, and by the time I was done over 900 people had already watched it. And then a few hours later it was 1500.  It's been really, really cool.   There's some real talk, please go in with some thick skin. If you are easily offended, maybe don't watch this one. But anyway, let's cut over to it now and I'll see you in that episode.   I've spent the last four years learning from the most brilliant marketers today. And now, I've left my nine-to-five to take the plunge and build my million dollar business.   The real question is: How will I do it without VC funding or debt? Completely from scratch? This podcast is here to give you the answer.   Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels.   My name is Steve Larsen, and welcome to Sales Funnel Radio.   Hey, I just want to share with you guys probably one of the most important assets that I've ever created. It's something that took me, probably, two years to develop. Um, of actively trying to do it, okay? And I want to show you this real quick though, hold on, let me; just pulling it up right here so you guys can see it.   I want to walk you through what I've done and why it means so much to me. And frankly, I know it's one of the major reasons why I am where I am right now. And it's because the lesson was so painful, okay? So let me share this with you guys...   Alright. Okay, check this out. I went through, and I found my college transcript. It's not like anyone has asked me for it, ever. Russell certainly didn't care. But I'm glad for what it taught me.   I'll never, ever regret going to college. Although, I you don't learn how to learn. You don't learn how to make money in college, right? But I'm glad I went.   Check this out. I'm gonna show you my transcript, okay? And I'm going to show you something. This is funny...   I graduated from college when I was 28. Right, and it's because I did like a two-year mission for my church; I took, frankly, a year and a half off. This was before I knew what I wanted to do. Before I tried enough things to know what I wanted to do. Right?   I took a couple of semesters for army stuff. You know, going to basic training and a whole bunch of things.  So it was a long time, okay? Much longer than normal people usually take to get through college, but I mean I had a family. We had kids; we had a different scenario and everything.   Anyway, check this out. Okay, I'm going to show you my transcript. No one laugh, but totally feel free to because I'm going to.   Let me make sure you guys can see this. Look at that first semester right there. D plus, A, F, F, F, F. That's the first semester. Okay, check that out.   I got an A in Apartment Leadership because it was a two-hour thing. I just sat down and did it one day, when I realized how screwed I was at the end of the semester. My GPA was literally .00017, okay?   I had no idea how to learn. I actually got kicked out of college. I got kicked out - and frankly, you have to go to class to stay in it. That's kinda funny.  I kinda stopped going to class about halfway through. But the issue was; I didn't know how to learn. Okay?   I had no idea how to learn, I didn't know the process it. I  barely graduated high school, okay. I'm not just saying that; I got straight D's in science every semester; in math, every semester; in English. I certainly did in foreign languages. Spanish, straight Ds.  And half of it was just because I didn't know how to learn. Right?   I was always interested, and at parent-teacher conferences, it would be like, "Your son seems really, really interested in this, he just hasn't applied himself." And that's what they said every freaking parent-teacher conference - from when I was in the fourth grade all the way through! Until I finally went to college and removed my parents from the notifications list for the school. I didn't know how to learn.   The thing that I went and I figured out was, "how to learn." So  I thought it would be kinda cool to share my process for learning with you. Cause there's a process, and it's active.   Let me share with you guys the difference though... So I ended up having to apply for college again four years later. Okay, four years later, I went and said, "let's go finish this thing; I gotta figure out how to do this."   I did not learn how to make money in college. I did not learn how to be a marketer, even though I have a marketing degree - which is really funny. I didn't learn how to do any of that stuff in college. It was all my own side hustles going on, you know. I had actual clients going on, on the side.   But anyways, let me show you this. Okay, check this out. Alright, so that's the semester that I got kicked out, okay?   Then check out that row right there. A, B, A, A, A, A, A, A, B. A, A, A, A, A, A. B, B, B, A, A, A, A, A. A, A, A, A, A. I didn't get a single C the rest of the four and a half years that I was in college. Straight A's, a few B's here and there. Ended up with a 3.83.818, okay? That's crazy, that's crazy. And the difference was that I learned how to learn.   This was such a powerful lesson to me.  I remember where I was. I was over on the east coast, living in North Carolina.  I was on a mission, and I started learning how to learn.   I completely believe that God had every bit to do with it, okay? For some reason, kinda opened and expanded my noggin. But this is what I learned. This is the process that I learned. This is literally what I go through to learn.   It's no different, no different than what made me able to sit next to Russell in Build Funnels forum. It's no different, the exact same process.   In fact, even when I was sitting next to Russell, and he'd say, "Steven, go figure out how to hook up deadline funnel. Steven, go figure out how to do this. You got two hours to learn this whole software and integrate it into this funnel, go." Same process, okay, same process.   In fact, most of the time when I am coaching - I've brought 1600 people through this process now. Many of them became millionaires. Many became hundred-thousandaires, and lots of people made money for the first time in their entire life. It was by applying this process.   If I was sitting in Quantitative Marketing Research; blah, blah, right? I hate that, like; oh my gosh, that's terrible, right? I hated that stuff. Accounting!!! If you guys like that stuff, that's great. I don't, I'm not good at that.   In fact, my first major was CIT, blah. Coding? I'm not good at that, I hate coding okay? I do not know how to do it, I understand pieces of it, but my brain doesn't work that way. It doesn't work that way. And so, I had to learn how to learn.   The stats all say that every CEO is reading a book a week, at least, right. You gotta learn how to learn. And you gotta do it at speed, right? And that, if you guys go to; I'm not promoting or anything, but if you go to doublemyreading.com - it's the worlds fastest reader...   Every year Russell goes and does a promo with him.  He's got a course, it'll more than double your reading speed. If it only doubles, he gets mad about it.   I got to meet him. He read Expert's Secrets in five minutes. It was the craziest thing, I sat right in front of him, and I watched him. And then he had an in-depth conversation for an hour with Russell about all the details inside.   There's so much information around, the first thing you can do is be really picky on what you consume.   Stop listening to every podcast show that's out there. Choose the top two or three guys and go deep with them.   Stop reading every book. Choose the one or two topics that you want to get really good at in your lifetime, and that's it. Only do those things. Don't worry about the others, you're not going to get good at them anyway.   The first thing you can do is do what Tim Ferris teaches, and have a low-information diet, okay? And then you go deep on that thing.   I prided myself for a long time for being a Renaissance man. I could do ad copy, I could do the actual ad. I could do the actual funnel, I could set up the integrations. I could do the actual video, I could do sound editing. I could do all of it! And I was a one-man show and, frankly, for a while before you build a team, that's a great way to go so you know at least who to hire and who's good.   But after a while, stop learning everything. Okay? Cut it out. It's what's killing you. You just dive deep on just one or two experts that you really, really like. And you study 'em for years. That's the reason why Clickfunnels is literally three miles away in that direction, right over there. It's three miles away. Even though I was next to The Man that long, he is the silo that I have determined to learn and study from long term. I'm never not going to study deeply from him.   When I find out there's something that he is just freaking out about, and is super excited about. I read the same book. When I find out there's something; I still do it! Even though I had a massive brain dump just sitting next to the guy.   Anyways, what I want to do real quick is; I wanted to share with you the process...   The very first step, if I needed to go learn something that I didn't want to learn; I had to find a way to become curious about it. I had to become curious. I had to seek information, okay?   I looked at all the guys who were in my marketing classes, who were in my entrepreneurial class. Pretty much 99% of them were not doing a dang thing outside that class to learn on their own.   They literally surrendered all, all learning, All Learning, ALL LEARNING - to the teacher! That's crap! Don't do that! Okay, don't do that! You should be going and just getting extra little pieces done by that teacher.   If I'm coaching somebody (or somebody is in some program of mine), and they leave every single step up to me, I know they will fail. I'm that strong about it. If they have no drive,  if they do not learn on their own, if they've never opened up freaking Google or YouTube and typed in, "how do I _____ ____? I know they're not going to make it. Bar none! Done, right there - gone. Will not make it. Will not make money because they have zero drive.   Look, all these things that we're teaching you guys. Everything that we do is a formula. It will get you to the 90%. Okay? It will shortcut, save years of your life, Tens of thousands of dollars of you testing on your own. But that last 10% is up to the athlete. Right? It's up to you, right?   It's up to you; "Hey, this is how you do an econ funnel." Sweet, but I'm not going to go make an econ funnel specific to your exact product. So there's gonna be that last little 10%.   You'll make money during the 90%. You'll figure out how to be successful doing the 90%, or get leads doing that 90%, but it's that last 10%!   For the guys who can't stay up a few extra hours; who can't get up a few extra hours -  who can't and won't do it on their own... They surrender all of their learning to another person and say well, "But Steven didn't teach me how to do it with my product." Bullcrap! Not my fault. Not my fault, okay!   I realized when I sat down in college that people were literally leaving all responsibility for learning up to the teacher. That's when I realized; oh crap, it's actually freaking easy for me to be apart from everybody else.   That's the beauty of it guys. Study for an hour on your own. No one telling you to do it.  I'm preaching to the choir for a lot of guys on here right now. I know I am, but let me keep ranting, okay?   If you do just a little bit extra; in only a year's time... Six months guys! Six months from the time I built my first successful funnel was when I met Russell and got a job offer from him. Six months! It's because I dove deep.   Step number one, you've got to be self-sustaining. You've got to be diving deep, you have to be curious.   If there was something that I needed to go learn, I found a way to be curious about it. You must be curious. You must learn for the sake of wanting to do so. Reading is not enough, okay? Which leads me to step two.   As I was learning,  (and this was weird, okay), but I did this actively in college...   When there was a subject that I did not want to learn, you can see, I almost got straight A's. I got a 3.18 the rest of college after that. From straight F's? Right? I just showed my transcript to ya. What did I do?   One of my tricks was that I always "learned for two." That's the phrase I always say inside my head." I'm gonna learn for two, I'm gonna learn for two, I'm gonna learn for two." Meaning: As I'm learning something, one of the easiest ways for it to sink inside of my head; whether it has to do with funnels, right; or a script strategy...   Right now,  I am actually in funnel script.  I'm building out the webinar for funnel builder secrets to go do with all these cool JV's with Russell. Super cool, cool stuff. So anyways, that's what I'm doing right now. But, I'm learning for two...   Every time I watched Russell - even before I met him in person; before he ever knew who I was - I always learned for two.   Let's say there was some topic which I didn't want to learn it. I would sit back, and I would go: "How would I teach this to somebody else?"   I'm 100% convinced the reason I have this status right now is because of that principle.   It was weird guys; I would sit back, and I would say to myself: How would I teach this to somebody else?  For some reason I always imagined myself teaching it onstage. I don't know why but I always did.   I felt a little weird, little conceited even, doing that. And this became the basis for me to begin to publish - even though I didn't want to. Because in my head I'd future-paced myself enough times. Id think, "How would I say this onstage?" If I was gonna teach this; how would I simplify it? How would I draw in a picture so they can understand?   I'm not trying to sound super smart. I'm trying to sound "simple" - because it's actionable.   One of my favorite quotes... You know I'm starting my quote wall again, which I'm really excited about. I think it's that one right there. It says, "The purposeful destruction of information is the essence of intelligence." Okay?   I'm not trying to sound all smart and crap. I'm a "geek out," guys. We go some deep concepts for marketing, right? The different psychology and ask, "what's actually going on in the noggin?" If you guys followed me in affiliate outrage, then you saw me do that a little bit while I've been building it.   So step number one is; be curious, seek. You've got to be able to deep-dive without anybody telling you to do so. Freak out over it, obsess over it. Be unreasonable over the amount of information you're consuming on it, okay?   I have mastered this to such a level that I feel like already that I could teach a master class on any subject if you gave me two weeks. I just dive, dive, dive, dive, dive.  You will be ahead of so many people, it's ridiculous.   So that's step number one, okay. You have got to deep dive. Find a way to be interested. Find a way to be curious. Seek, seek, seek, seek, seek actively.   Number two is, "learn for two." And more specifically, you need to learn how to document what you're learning, okay? Write it down, I don't always write stuff down.   I used to write a lot of stuff down, which is why I showed you guys my funnel journal. Which is a previous Facebook Live.   If you haven't seen that one. I showed you my funnel journal and everything I was learning. I just showed Russell like two days ago, and he's freaking out about it. Which is awesome. It'll be on a Funnel Hacker TV episode soon, which is cool, cause he was really impressed by it. But that's how I used to do it.   Other ways I would document, though;  let's say there was a subject I didn't want to go learn. I actively would find somebody after class, I didn't care who it was. There were strangers I did this to many times.   I would walk up to 'em, and we'd be getting on an elevator or something like that. And I'd be like, "Hey, this is gonna be weird, but can I just tell you what I learned in this last class?" And they'd be like, "Yeah, I guess." And I'd be like, "Cool! This is what I learned, isn't that interesting?" They'd be like, "Yeah, that is interesting."   I would go back home, and I would teach my wife for that purpose, guys. It was an active thing that I would be doing. I would take that piece back, and I would go and tell it. I would teach it to my wife so that it sank in my brain. If you can teach it, you know it.   Those are really the two steps, okay?   Now the way you teach it matters. You know what's funny is with Sales Funnel Radio; do you guys watch Sales Funnel Radio at all? I don't know if you guys watch it at all. Sales Funnel Radio is freaking amazing. Love the group. Hey thanks, Adam, I love the group too. Sales Funnel Radio is epic.   What's interesting about Sales Funnel Radio is everybody just wants the nuggets. Okay, they want the nuggets. It's funny cause I was totally surveying people and this is what they say.  It's funny, they'll tell me things like, "Steven this is a really good point, I wish you just got straight to the lesson though." And I'll be like, "Oh, interesting!"   So at the beginning, when I was first doing Sales Funnel Radio, you can hear a few episodes where I did that.  It was pretty straight tactics. Straight to the point, right to the nugget. And you know what's funny about that? Nobody ever remembered it. No one remembered the nugget. Nobody applied it. It didn't mean anything to them. After two episodes, I stopped. I was like, crap, that didn't work.   They want the nugget, but if I go straight to the nugget, no one remembers it. And frankly, you won't remember it either. And so you have to wrap your nuggets in stories. Okay? You have to wrap the golden nuggets in stories. That's how people learn, it's how what sticks in the brain.   It's what also assigns the value to the nugget. Alright? It's what gets people to go, "Oh my gosh, that was so cool!" It only happens when I wrap things in story. When I do 80% story, 20% nugget. So watch what I'm doing in those episodes. Okay, and again; 80% story, 20% nugget. When I do it that way, they're like, "Oh my gosh, that was such a sick episode!"   When I go straight tactical, and it truly is stuff that I would charge a grand for at an event to go teach. They're like, "Hey, that was cool!" And then I never hear about it again. When there is a story though, there's an emotional response that people will remember forever. So what does this have to do with anything?   So again, here are the steps. Number one: you've gotta be able to dive deep and be a self-solver when it comes to your education.   I hate it, hate it when people reach out to me and they're like, "How do I add a new funnel?" I'm like, "Freaking A! Did you even google it?!" I get so mad about it. Are you serious? Google it!! Right!   Did you do anything on your own to solve that question on your own? No! Therefore, I'm not even gonna help! That's my response to it, and I get pretty animated about it, which you just saw.   When people reach out, and they're like, "Oh my gosh, Steven, how do I write a Seinfeld series?" "Did you even google it?!" Right? "Did you look at Dot Com Secrets? Did you read the scripts? Did you even YouTube?" Someone already has the answer.   I have a YouTube education. No one taught me how to do what I'm doing. No one taught me, okay? My very first education was a YouTube education.   For a long time, I would go, and I would get these people to say yes to me.  I would turn around, I'd say, "Look, I know you don't know what these funnels are, and in fact, I actually don't know how to build half the stuff myself." I wouldn't say that. I'd say, "Do you want me to go rebuild your website?" And they'd say, "Sure."   All I knew was that there was a guy out there, somewhere in the ether, who had some little tutorial on how to build a website in WordPress. And I would say, "Sweet!" And I would dedicate two days; guys, I'm not joking.  I would say, "Yes, I'll go do it!" What I was really saying was: "Let me go figure it out."   I would grab whatever asset I found on YouTube; I would go grab 'how to build a website' and I'd have that on one screen. I'd do it in the library, guys. I didn't even have a computer sometimes.   One of the things that I would do is I'd say "yes" to people. And I would be like, oh man, I just said yes to filming that guy's thing; I don't even have filming software. You know, editing software. Oh cool, libraries do. And I would go edit everything in a library.   Or I'd say,  "You want me to come to your event and film a thing? Yeah, I could totally do that!"   I didn't know what I was doing for a while. I was in my age of exploration. I was just learning crap, okay? I was doing it on purpose. Just saying yes to stuff and figuring it out as I went.   Build a parachute as you're falling. Funny enough, the ground never comes, okay.   So I went out, and I would go, and I would say things like, "Hey, let me say yes to you on that and then let me deliver it to you in about two weeks." And I would literally just go and grab, I would just go and grab a tutorial and press play for 15 seconds and do what the dude did over on WordPress before Clickfunnels existed.   When Clickfunnels came out, I did the exact same thing in Clickfunnels. Guys, I probably read every support document that they ever had out. It's not a joke.   Two to three times a day, I would be reaching out to support asking questions. I was "THAT GUY!"  I knew that, and I was fine with that. But I was that 'oh crap, it's this guy again.'   That's how they knew who I was when I actually showed up to a Funnel Hacking Live event. That's why I got five job offers by the time I actually got there. They knew who I was because I was dedicated to educating myself. I was a self-solver.   This topic for me drives me nuts. I absolutely hate it. When people come, and they say things like, "But Steven, I just don't know how to find a product to sell." Google it! Right? It's like right there! There's so much information! Google it! Right! Are ya feeling me?   I know I'm totally preaching to the choir here. You guys are all; you're in a group called Science of Selling Online, right? This is like me going deep in innermost thoughts of my noggin, okay? But I'm trying to help everyone see like, nothing is stopping you!   It is not a matter of "how do I?" anymore. How does this happen? How do I do that? Is this what-- Is this how this works? Is this how I do this over here? It's not a matter of that anymore! Freaking YouTube and Google are amazing! Just go there! And do it! That's why I get so frustrated about it.   When I'm in a course for someone. Or there's like this little tiny contingency that only matters for the smallest little deep, darkest corner of their very scenario -that happens on a Tuesday, after a full moon... And I'm like, oh are you kidding? Just go google it.   I'm freaking just yelling right now. And I know, and I totally get that. But it's because it's a passionate thing for me. I just showed you my college transcript. I failed my entire first semester. They kicked me out, I literally had to reapply for college. What I learned in that scenario, was how to learn.   How to learn is never on anybody else's shoulder. If you don't know how to do anything it is nobody else's fault; it's no one else's fault - BECAUSE Google exists! YouTube exists! Guys like me, who are willing to teach you, exist! The 80 20 principle totally applies.   When I was doing 2 Comma Club coaching, and I was the only coach, there were 600 students. I was the only coach for a full year. How did I do it? You wanna know the honest truth? It's because the 80 20 rule still applied, and 20% of the 600 weren't even doing anything. Okay? You getting info is not what gets you results.   If you go out and you start saying things like... (I know you guys don't do this, okay), this is my rant to the world as if everyone can hear it. I should stand on my roof and yell, "Do crap! Just look it up! The answer is already there."   It has nothing to do with 'how do I?' anymore! How do I "X"? How do I "Z"? (I forgot "Y") How do I "X" ?; How do I "Y"? How do I "Z"?  "How do I one, two and three?" That's no longer the issue. The issue is always: Have you taken the freaking time to answer it on your own? Are you in a group? Are you in a course? Did you pay the dude who's taken a lot of time of his life to learn it some money so that he can show you how to short-cut it? Have you done those things?   If you do that, and you actually get in those courses. And you do it, and you apply it; that's like half the freaking battle. Just being where you're supposed to be when you're supposed to be there.   In the army, there was a phrase; "You guys wanna know how you're not gonna get jacked up in this life? And you wanna know how you're gonna stay the course? It's simple; Be where you're supposed to be, when you're supposed to be there, in the uniform you're supposed to be in." And that's all they would say.   If you're supposed to be up at a certain time studying your craft, be up! If you're supposed to stay up late; be up! If you're like, "I don't know how to do this," make it your number one thing that day to figure it out. That is why I sat next to Russell Brunson. I am a self-solver, I am a self-teacher. God had everything to do with it.   When I asked him, "Will you please help me learn this because I'm kind of an idiot right now." Right, and I failed out that first semester of college, he helped, okay? And when I went out, and I said, "Look, I'm going to try and be curious about this." Rather than my attitude of like, "ugh I've got to learn freaking dream 100 again?," (Which is what I know people say), I was like, "Cool. How can I be curious about this? How can I seek the knowledge? How can I seek information and how can I get myself results? How can I self-solve and self-teach?"   There's no one else who's to blame except for myself if I don't learn this. Even the expert, even the guy teaching it. It's not his fault, it's always mine, okay? For my successes and my failures, never the expert's fault.   Number two, what I was saying is that you have to build a document somehow. I always follow the adage of "learn for two." Meaning, how am I going to go teach it? Either on a podcast or by writing somewhere? Am I gonna teach some random person on the street? Which I was doing to a hair-cut lady the other day as she was cutting my hair. She had a really terrible attitude about trying new things in life. Okay, anyway... You feeling me?   I don't care if the internet was to blow up; I'd be totally fine. Because I've learned how to learn. Does that make sense?   There's been a few times in my life;  a few projects that I've been on... This was true if it was a school project or a business project... Where if something changed the way we were running the business. And somebody started getting, "Ah, who moved my cheese? Ah, wait, am I gonna be taken along in that ride? Where am I gonna get mine?" It was always because they weren't a self-solver.   They always had the attitude of like, "Is, is this guy gonna remember; am I gonna be remembered? I'm gonna die in a gutter, blahhh!" And they would start saying that kinda crap, and you could see it. Their attitude would go that way, and they'd get a little more cut-throat. And we'd be like, "Dude, relax! We're still like fleshing out this thing. First of all, yes; you're still gonna be cut in this thing, it's okay."   I'm not gonna name a very specific project I'm thinking of, but it was always because someone didn't know how to learn on their own. They had no idea how to learn on their own. They had no idea how to self-solve. They had no idea.   There was a challenge that I used to run in the 2 Comma Club group called "The Self-solver Challenge." It's funny that I called it The Self-solver Challenge - all they had to do was just do the things I was teaching them. It was so ridiculous how many people wouldn't even do that. I'm like, "Are you committed to this?"   It's almost like Bourne Supremacy, you remember the Bourne movies, the Bourne Supremacy? "Will you commit to this program?",  Maybe a vague movie reference, I don't know? But I'm obsessed with Bourne movies. That's all I was asking for; "just freaking commit to it." And if they went and did what they were supposed to do in the program, I would go and do this special critique with them, or something like that.   There are two lies with this game. Especially in the info-product game. The first lie is that most of us start to confuse action with achievement...   Sorry, my hands shaky, I'm yelling too much...     If you're learning things, that's great. But if you're not learning with the intent to solve a problem, that's a distraction, right? It's the reason why I have so many books on my shelves that I haven't read. I have no reason to learn what's in those books right now.   People are like, "But you're supposed to read a book a week." Alright, maybe the equivalent of that I'm learning through listening to a ton of podcasts and a few other things that I do. I'm still learning like an animal. But I'm learning with intent.   This is how the game works...  I don't see beginning to end, and it's the reason why most people don't get started. What happens is they sit back, and they go, "Steven, I see how this funnel game could work," right? And some of you guys have said that "I get it, I get it."   These are like the two lies, okay. This is the first lie; the lie is that someone says, "I must see from beginning to end to get started in this game," but this is always a false belief.   I know this by taking 1600 people through this process. 1600, okay, I think it's more than that now. I think we're nearing 1700. The door is about to open for more, I'm really excited...   See, I teach people how to do for themselves the very things I'm teaching them how to do to their customers. I say, "What are your false beliefs about this very process I'm about to take you through?" And I, one of those beliefs is always, "Steven, I can't see the whole path."   Engineers and designers are always the worst because they want to see beginning to end before they ever start a project. They're always the worst.   Every time I'm gonna go teach on stage, I always look and see who the engineers are. If I know who the engineer is, I'm like, "Crap, there's the logic person who needs to see every step before they'll do anything." There's nothing wrong with that, it's a different skill set, just be aware of it   I'll sit back, and I'll say, "Okay, wait a second, that's not how it works. We see the peak! I always see the peak. I know exactly where I want to drive the ship. You all do, too. I want this kind of thing; I want this success. I want this kind of outcome; I want this kind of life. This kind of revenue or profit or whatever it is. We all know, right, you guys know what your peak is.   The reason I found that most people don't get started, and the reason that I found that most people who were taking time was because they could see the two or three steps in front of them but there was this area that was totally dark. No lights on, completely black. And they're like, "Ugh, okay, I see how to build the funnel, but I don't know how to get traffic?' And I'm like, "What!?" Month two hasn't even happened! Right? That's not how the game works! That's not how the game works!   There's as much faith in it as in anything else. You sit down, you say, "I'm going for that peak." You look down, and you say, "I see the one step in front of me, and number two, number three. I don't even really see number four." I don't even see number four in my own business. I see the peak, and I know the major milestones to get there, but in-between it's completely, completely dark. It's totally black, I have no idea what's there. No idea, no idea.   If you're nervous about solving problems in entrepreneurship, like get used to it, or learn to love it because that's all it is. So all you have to focus on is step number one.   Don't worry about step number three until you've taken step number two. So many people are trying to put every little asset, every little thing in place. All these little pieces; "I'm not gonna be a good speaker. I'm not good at the funnel building. How does the offer go? How does this happen?" And they're like, "Oh my gosh."   Just start moving, and take step one. Don't worry about step two until it's completely there. You take it slow, and your speed increases over time. But you put that foot out, right there. You just put the foot out, and you place your foot as perfectly as your foot can be placed. Then you start to put a little weight on it. Lift up that back foot and get ready for step number two. And you hold it above, and you place that step as perfectly as it can be placed. And then the next one, and the next one. And you know what's funny is when you take the first step, a new third step always appears and begins to become visible.   The issue happens when people get distracted by it. "But how do I bill an affiliate product?" Man, you don't even have a product, who cares? And, "What's my affiliate program gonna be? I haven't set up backpack yet." You're not even selling your normal products on your own anyway, who cares?   Don't even worry about it until you get there. Don't even worry about it. Right, boom boom boom boom boom boom boom. That's like the first lie of the info-product, actually entrepreneurship game in general. Well, the first lie that people believe is, "Oh my gosh, I gotta know all these steps, I gotta know all these things. I'm not gonna be successful unless I do. I'm don't see from beginning to end." Okay, no one does, nobody does.   You guys know when we actually started the funnel for this book? Two days before the launch. Okay, that's some scary crap. I would not encourage you to do that. Okay, it's some scary crap, and we had a very pro team pulling it off, okay? But what I'm saying is execution is what matters. Done is the new perfect. Stop needing to see beginning to end, stop needing to be perfect.   Most of the time it's just a pride thing that the person is experiencing. "I'm gonna look like an idiot if this fails!" You mean when. When it fails - it will. Just get over it. When it fails, okay.   But because so many people are so scared to take action, if you just take a little, you're already ahead of 80% of humanity. Okay, that's why I can stay ahead. That's why I'm doing it the way I am. I already know it's not gonna be perfect. Right?   That's the way I started treating my learning. I didn't need to learn every little piece of detail.  I dove deep with it, right, I dove deep with it. I found step number one, just as I was talking about. Step number one. How can I be curious about what I'm learning? How can I dive deeply?   Then number two: How can I teach for two? I mean: How can I learn for two - so I can turn around and teach it to somebody else? Somehow document it. Somehow go around and turn around and be like, "Check it out, this is how it happens!"   Okay, anyway. There's some real talk there. Oh, that was lie number one. Lie number two is that "when I purchase something the problem is solved." That's the other lie that people believe.   How many you guys bought a treadmill and never used it? That's a perfect example. We've all done that. I'm not poking fingers. We've all done that, every one of us. That's fine, okay? But you have to buy with intent.   I buy stuff to funnel-hack it or to use it. There are times where stuff sits around. I'm totally guilty of that as well. That's the second lie of this game that people believe. When I go purchase something, it scratches the itch. And therefore I'll be successful, and we begin to confuse action with achievement.   So just to recap, cause I just said a butt-load of stuff and that was way longer than expected and I went into things that I wasn't planning to. That was gonna be like a five-minute little thing.   Number one, right? I showed you my college transcript. I literally failed out of college. I had to learn how to learn. I had to literally reapply, they kicked me out. Like, for real, okay?   Four years later, I went back in, I learned how to learn. Got pretty much straight A's, graduated with a 3.8 the rest of college. And then, then what I started learning, right.   The big difference between a straight A's and me failing out of college, which totally applied to me everything funnel-building-wise. And which is why I am completely convinced is why I'm doing what I'm doing now, right. In college, I learned how to learn, okay? I asked God for help, I learned how to learn.   I turned around, and I figured out how to get curious about things that I needed to learn but didn't want to. "How can I get curious about this? How can I seek, how can I ask for help? Who has the biggest cheese? Who can I go run after? Who's that person who that'll take me in to shortcut as much of the process as possible?"   Number two, I always learned with the intent to teach somebody else. I learned for two; learn for two; "learn for two, learn for two." It's like this constant thing that's going on in my head.  There have been awkward moments where I walk up to random people and say, "Look, I know you don't know who I am, this is gonna be weird, but I want to teach you what I just learned, so I remember it, is that cool?" Sometimes I would just tell them anyway. That was weird, a few times. But it worked   When I started funnel building  - the exact same thing, right!   The fastest time I ever built a funnel was in 11 minutes. I walked out of a 2 Comma Club coaching event.  Russell goes, "Dude, oh my gosh, good! You're out. This thing's launching in 11 minutes. Can you put it out?" I was like, "What?! Oh my gosh!" Right, whew! Right, say 'yes,' build the parachute while you're falling, funny enough the ground doesn't even come.   And then the two lies, right? Lie number one is that when I start anything, I believe I need to see beginning and end to be successful. That is a lie. That is not true. Nobody ever does. Get used to it.   Step two should never even be thought about until you've put a step in step one. I'm not talking about thoughtful planning. I'm talking about just executing and getting crap done.   The other lie is that when we purchase something we believe that the problem is solved. Like buying a treadmill and it just sits there, or buying into a member's area; we never do anything with.   The 80 20 principle sadly applies to everything that I've ever sold, ever. 20% of people do stuff with it. The other 80% will not. Some of them will come in, and they do stuff, and they get what they need from it. Or they'll funnel hack me, which is fine, too.   Guys, hopefully, this has been helpful. That was a lot, you guys commented like crazy. I haven't even read any of them. But that's my greatest asset. That's why I believe if something was to go to crap, it'd be fine. Because; let's say the internet exploded. I'm probably going to go into real estate, and I'm going to spend two weeks learning all the strategies and who has the biggest cheese, right? Who has the biggest cheese? Sausage number one, in the real estate game! And then I would go, and I would dive deep with them and do exactly what they said, right.   I'd find a Mr. Miyagi, which is why I have this thing. "Little Mr. Miyagi bobble-head," I gave one to Russell. I was like, "Dude, you're my Mr. Miyagi." You tell me to do things I don't want to do a lot of times, but when I do, money comes in. So that's why I do it.   It's not about what you think. Sometimes you think too much, sometimes you feel way too much.   (COMMENT FROM PEOPLE WATCHING STEPHEN LIVE ON FACEBOOK:)   Javier said, "Did you get kicked out for partying too much?" No, I literally just stopped going to class.  I didn't know how to learn. I'd go to class, I wouldn't know how to do anything afterward. I literally had no idea how to learn.   Anyway, hopefully, it's helpful. It's kinda some real talk, I guess if you want to call it that.   The YouTube education thing is huge, absolutely Billy. It's Tuesday, roar.   That's right, John. Google that crap, learn from my kids. Exactly.   Actually, funny, I used to use this as an insult and um, please take it as a learning thing if I ever do it to you, or do this in the group...   But if you're like, "Stephen, how do I make funnels?" Or how do I do this, how do I do this? Man, there's a site called let me google that for you dot com - It's the acronym for it though. Let me google that for you dot com, you type in lmgtfy.com   Anyway, what's funny about it is that you can go in and  I could type in 'how do I build a funnel. And it creates a little video gif, and you can-- It pops out a link. And you can send it.   In fact, I'll do it, I'll do it after this, okay? I'm gonna go drop it in so you guys can see what I'm talking about. And anytime that someone needed to ask me a question that was frankly stupid, or I could tell them, or I could tell that they had done no thought to think about the answer on their own, alright? This is what I would do.   As soon as the video is over, I'm gonna drop one for you. So you guys can see what I'm talking about. And it's not me saying, "Hey, I won't coach. Hey, I won't help," it's not me saying that at all. What I'm saying is; let's solve the greater issue.   If the person doesn't know how to learn. If they're not a self-solver - they literally have no responsibility for their own education. And they're putting it on everyone else? It doesn't matter if I even answer it, cause they're gonna come back with the next question, right?   This game is a series of questions. So I'll answer that one, and they'll be like, "Cool, I built a funnel! How do I change button color?" Are you kidding me?!   You know what I mean, oh my gosh! Like, you know what I mean? And so I want to solve the greater issue. I want you to be self-solvers.   Anyway, 100% responsible. 100% real talk.   FB COMMENT: "Stop yelling, you're scaring me." Good! It must be the Tony Robbins hat that's getting me kinda, hopped up on goofballs.   You guys are awesome. Good watching you as always.   "Great to see another veteran smashing it." Hey, thanks, Nathan.   Leslie, ha I just did it, fun stuff.   Awesome, cool guys. Hey, I'm gonna drop an LMGTFY for you, so you know what I'm talking about.   Please, please, please keep sharing the group. It means a lot. I know there's a lot of voices out there, and having built a lot of funnels; I think besides Russell, I think it's okay to say: no one else has built as many funnels in the world as I have. I mean, really.   People clone them, or stuff like that. But, and um... it feels weird to say that... I'm not trying to showboat. But it is a reality.   I'm trying to be a voice of clarity in the funnel world - and teach you how to sell crap on the internet, where you're not having to compete on price. I hate that. I don't compete on price, I sell for full-value. In fact, I mostly sell for premium values. And I'm trying to teach people how to do the same.   So if you guys like the group, it's my goal to go live in here daily. And it means a lot to keep sharing it. We screamed to over a thousand people so fast. I can't even believe that.  It means a lot.   So anyways, thanks so much for your involvement. I appreciate you guys being in the group and it means a lot.   Hey guys, I'll talk to ya later. Bye Ah, yeah.   Hey, wish you could geek out with other funnel builders and even ask question while I build funnels live.  Wish granted! Watch and learn funnel building as I document my process in my funnel strategy group. It's free, just go to thescienceofselling.online and join now. Advertising Inquiries: https://redcircle.com/brands

Boom what's up guys? This is Steve Larsen, and this is Sales Funnel Radio!   We're gonna talk about training wheels - and, “Is this a real gun?”   I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million dollar business.   The real question is how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer.   Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels.   My name is Steve Larsen and welcome to Sales Funnel Radio. What's up, guys?   Hey, first off this is not a real gun okay just so you know, it's an airsoft gun but is a replication of a few others.   Hey I know I give a lot of military examples, but I wanna give one for you right now, just 'cause it was a part of my life for a while, okay?   So, this lesson, if I can get you to understand how this relates to sales funnels... it has everything to do with sales funnels... follow me for a moment.   Okay, when we were shooting; we would shoot, and we'd shoot, and we'd shoot, and we'd shoot.   Before we ever shot a bullet; guys, for weeks and weeks and weeks - all we would do is we would lay prone on concrete. We'd sit down, and they would make us hit our elbows on the ground "bam, bam, bam," right on the concrete to make our elbows stronger.   It hurt like crazy for the first few days, but we started getting tougher and tougher and tougher so we could lay in the prone longer.   Anyone else who's in the service, you know you guys have been through this as well -  you know exactly what I'm talking about.   For like two or three days we did that - and each night in the barracks we laid down just" bam, bam, bam, bam," smacking on the ground trying to get my elbows stronger and tougher.   Then eventually we could lay prone for a long time, and it wouldn't hurt your elbows anymore - you wouldn't need little elbow pads - you didn't need any of that kind of stuff.   The other thing we would do is for a long time, we would just sit there in a prone, and we'd take a full canteen,  and we would hook it on the end of the barrel (so there's all that weight), and we'd just stay there.   There'd be no bullet, and all we would do was practice cycling the weapon. That was it, "bam cycle the weapon, bam cycle the weapon."   The next thing they would have us do is we would... (again I know a lot of you guys who have been in you know the service, you guys have done this as well okay, and you know exactly what I'm talking about). We would lay down there and we'd take a dime and sit it on the end of the barrel, and then we'd shoot...   There'd be no round, and there'd be no bullet; we'd take a shot right, and then we would recharge the weapon while keeping balance.  The dime, and even sometimes a canteen would be hanging off the end.   If we could cycle the weapon multiple times without dropping that dime and leaving belts you know without rotating back and forth, then we were successful.   We would do that over and over and over and over again; point, shoot, point, shoot - over and over and over and over.   We did this for weeks and weeks and weeks before we ever even put a live round inside of a weapon.   There were these guys that would show up, and they were like, Man I'm gonna be a sniper, and they expect to be this high-fluent guy - but they can even sit in the prone for like five minutes without hurting themselves - they were way way ahead of where they are, right!   One of the things I wanted to talk about with you guys real quick is this whole idea of funnel building.   A lot of people wanna be snipers when they can't even cycle a weapon in, right! A lot of people wanna build sales funnels that are successful when they haven't even figured out what copy is. They think, "Oh, it's not about copy, it's not about copy."   However, they don't even know the actual psychology of what's happening in the brain. They don't know the difference between marketing and sales. They have not done the things inside of their life, right and there's no pattern in their life to actually know how funnels work, or what a funnel is.   For a little bit, I used to think, "Oh, a funnel is pages." A funnel isn't pages -it's a way to do a funnel, okay?   Anyway, what I wanted to do real quick is - I wanted to show you guys a notebook, and how much I've dedicated my life to this topic, okay?   I wanna show you a notebook; this is the original notebook where I first heard about Russell Brunson and his very first course  - the first course that I went through of his was called "DotCom Secrets X."   Check this okay, I just wanna show you guys these pages. Here let me make sure you guys can see it. Check these pages out! They are chock full.   I stayed up till 3 AM for three months in a row, I mean look at that, studying funnelology. Studying.   Alright, this is all ads the beginning of it... This is all ad strategy - ad strategy, ad strategy. I mean look at that guys; this is one notebook!   I just found a whole bunch of 'em over there, and I've been kinda walking through memory lane. I probably spent too much time today doing that, but I was reminded like, "Oh, man, I really have spent a significant portion of time in this game," okay.   When I was in college, I would stay up till three AM studying Russell's first course, and this is the way I did it; I would press play, and I would pause after about five seconds, and I would write down what he said.   Okay, and I would press play, and I would press pause after five seconds then I would write down what he said. Look at this (Stephen flicking through pages of his notes), "Finding good sites," "These are the best tools," "This is the best way to buy banner ads," "This is the best way for media growth and traffic."The Online Traffic Blueprint:  this is how actual sales process happens part two of three, three of three, right! This is "Facebook strategies." I mean tons and tons of stuff, right... "How to take advantage of the lifeline of your leads," how to... I mean this is so rich, oh my gosh I can't even believe...   In fact, I was reminded of a few things that I'm gonna start doing differently!   I started calling this my "Indiana Jones journal." I wrote them down in my diary so I wouldn't have to remember, right? It's the exact same thing from Indiana Jones.   What I want you to know and understand is that if you're just starting out, or you've only been doing this for maybe like a month or two, and you're like, "It doesn't work,"  understand that's a false belief, it's not true! Get real with yourself and realize that when you're looking at other guys... don't compare yourself to where other people are!   Use it as leverage, use it as motivation - but don't compare yourself, or put your self-worth on somebody else.   That's the fastest way to go down.   Think dime drills, okay? Think you're laying down practicing...   This is like training wheels, okay? This is like Rocky; remember the first Rocky, and he's just breaking ribs pounding the meat in that freezer...   A lot of you guys haven't even done that yet, and you're expecting to go to an octagon, okay? Understand that this is a dedicated thing for you to get into.   If you're like,  "I don't know if I wanna get into this game?"  If that's a scary place for you to go, okay? I remember the day I was standing in front of the mirror in the bathroom, and I looked at myself;  I had done real estate, I had sold eBooks on the internet, I tried to through Amazon, I had done door-to-door sales, I was a telemarketer, diamonds, literally...traffic driving and that kinda...   I started seeing this funnel game, and I started getting into that.  I'd tried, I think it was definitely 17 businesses I think that I tried before one of 'em actually took off and was successful. It was easily like 9 or 10 industries.   I obsessed until I found the one.     If you're asking yourself like, "Stephen, I don't know what I want to do?' Here's simple fix, "Try More Stuff," okay?   I started doing real estate, and I started doing stocks and options; I mean I obsessed. We go spend a lot of money to learn from the best person at just this one thing; just this one thing, or just this one thing, right?   I dove in as if it was what I was gonna do for the rest of my life.  I committed right, but after about three, four, five, six months, I was like, "You know what, I just don't feel like I've found 'the thing' yet? I don't know if this is what I want?" Then I'd go to the next thing, and I'd dive in as if my life depended on it.   I called it an "Age of Exploration.'  I actively entered an age of exploration. I actively wanted to know, "is this what I want to do?"   And then number two, once I find it, I sink my teeth into it. Does this industry, or is this thing that I'm doing... do I have the capacity to obsess?   I wanna look ridiculous to people that are outside of the industry. If they don't know what I do, I want them to look at me and be like, "Dude, that guy is crazy about what he does!"   If you don't see that you have that capacity in what you're doing right now... If you don't have a capacity to obsess; I mean insatiably, inconsolably...   Are you able to "obsess, obsess, obsess" and become one of the best, if not the best at what you do, right?   Am I the best funnel builder? No, but I'm probably up there. I don't know of any other person, besides Russell, that's built so many funnels as I have - which is interesting, right? You think about that...    I was looking at some goals that I wrote three years ago, and one of my goals before I ever met Russell; one the goals I wrote down was, "I wanna hang out with Russell."  I just sent it to him, and I was like, "Dude, that happened. That's crazy!" However, it's part of it was part of the obsession.   When you obsess and declare what it is you want - it's funny how many things in the world start to conspire for you.   If you feel like things right now are conspiring against you - most of the time,  it's because you haven't declared what you want, right?   Things want to align up for your benefit, but if you've not declared - no one knows what you want. No one can help you. There are things that can't come together.   I'm not saying like, "the power of the universe." I believe in God, okay? However, I believe that God can't help me "do the thing" until I say, "This is what I wanna do."   So when those things came into alignment, and I said, "Boom, I wanna be the best funnel builder in the world," when I said that, things started coming together.   I saw that I had the ability; that this was an area where I was able to obsess.I saw it was an area and ability where I was able to try and become the best in the world. Where there was capacity and room.   If you're like, "Oh, I don't know what I want to do yet?' Well, start exploring with intent. Figure out, "Is this the thing I'm gonna sink my teeth in?" Are you just gonna be known for just this one thing?   What's funny is, when I actually got really really far down into the funnel game, suddenly this whole area's opened up where I can really obsess over; it's offer creation. So I've kinda become the offer creation guy. I was like, "Okay I'm gonna put blinders on." You know those horses with the blinders? "I'm not gonna look at real estate anymore." If you're doing that, "great," I'm just saying I'm not gonna look at real estate anymore. "I'm gonna stops selling eBooks." I was really into that kinda stuff for a while. "I'm gonna stop looking into doing diamonds, stocks and options too." I'm not gonna look at that anymore. Instead, I got real focused.   I put down every book that had nothing to do with funnels.  Even though all sales have to do with funnels... I mean specifically funnel building, and on the internet. I put  everything away, and I was like, "Who is the best person to learn from?"   I was walking out of the event room at Clickfunnels one day (this wasn't long ago, I think this was like last fall), I was walking out, and Russell was walking out of one of the other offices, and we were walking back to his office, he goes, "What's up man?" I said, "Oh just recorded this sweet video." He goes "Dude, you know what I figured out about you?" I go, "What?" He goes, "You live by a principal, it's kind of interesting I wish more people lived by it..."  I was like, "Oh yeah, this is interesting! What is it dude?" and he goes, "You live by the principal of following whoever has the biggest cheese." I was like, "That's kind of an interesting way to say that." and he goes, "If you wanna go and learn how to do this thing, you don't go learn from like a sea-level person, you see who has the biggest cheese in that thing and you learn right at their feet." And he pointed out all these places I'd done that.   I was like, "yeah that's right, yeah I've done that." And he's like, "Think about funnels and me." I'm like, "Yeah you certainly have the largest cheese on the funnel game there Russell."   However, first of all, just figure out where you are and then just declare it. Decide and then declare, "This is what I want. This is where I'm going."  Then be willing to put the training wheels on. Do the freaking dime drills. Take time to hit your elbows on the concrete. Do what you're supposed to. Don't shortcut the actual process - fall in love with the process. That's the easiest way to stay in love with what you're doing.   I'm really really passionate about this topic because man, I remember growing up, I would have conversations with my parents -  you know kinda complaining like, "I don't know what I'm good at?" Like I'm not really that "crazy for sports guy," although I like it. I was really physical; still I wasn't really into sports.  I didn't know what I do?   I'm so passionate about this because after a while - when I accepted the fact that I hadn't just tried enough stuff yet - I tried stuff, tried stuff, tried stuff tried, stuff - and then suddenly I was like "Boom!" I declared right. I decided and I declared publicly.   It's the reason I always give you guys my goals at the beginning of each year. It's the scariest thing I do.  January first comes along, "Alright, guys, here's how I financially did last year. Here's how financially I'm going to do this next year." Do I hit it? Not usually, but I usually come close. And it's because I'm declaring intent.   Because I have the intent, I  find the person who has right the biggest cheese. Boom! This is a Mr. Miyagi scenario. Too many guys are fearing looking stupid while you're painting the fence and sanding the floor, right? "Oh that has nothing to do with what I'm going to go do, I don't wanna look like an idiot."   Man be willing to look like an idiot, you're gonna be. You're not gonna know anything about the industry for a while - so who cares?   You're not gonna have any following  - so who cares?   No one's really watching you for a while anyway, okay?   If you're gonna go and you're gonna choose, be willing to find your Mr. Miyagi, "the biggest cheese." Then when he says, "Sand the floor, paint the fence, put a water bottle on the end of your gun," be willing to do it.   What ended up happening with that shooting thing is; I dedicated so much of my time,( not that you have a lot of time in basic training) but in the evenings, I would lay down in the prone I would keep hitting my elbows. I would keep cycling like visualize my sight picture like crazy. I would do everything I was supposed to do over and over and over.   I became pretty obsessed over it in basic training, and I was one of two guys out of 200 to win a phone call home because of how well I shot.   I only missed a few rounds, and they're like "dang."  It was super cool these off iron sights; you know really really far sho - it was really fun. I obsessed over it, and it was those kind of experiences though and realizing fascinating.   It's the training regiment that gives you success once you actually find the thing and you declare that that's the thing you want just everywhere, to the market to whoever, to God, yourself, spouse, whoever when you declare it.   Then you put blinders on, and you're willing to find the guy with the biggest cheese and do as he says; it's the dedication to the training regiment, it's pressing play and stopping after three seconds - that's what ends up giving you success inside of whatever you're deciding to do. Anything, right anything that you do.   In fact, the way I started learning how to do sales videos was actually pretty interesting. I went, and I found this guy's sales training, and it was really cool.   I wanted to do it, but I didn't know how to write sales copy - so what I started doing was, I would find these different sales videos, and this was a serious pain in the butt, but it taught me like crazy...   I would sit down for  2 hours and be like, "Okay, I'm going to do nothing but this."  I would press play for about 5-seconds and listen to what the guy was saying in the sales video, and then I'd press pause, and I would write down what he said. There were five videos I transcribed; it took me 6 weeks to do that.  I was in classes and doing other things as well, but every day, I would dedicate several hours to doing this.   Then I'd go back and read 'em I'd be like, "Oh patterns,  patterns everywhere."   Then I'd do it again to the next video, I'd see what he was doing, and what he changed from the last one, right. (This is a guy in a different industry - it wasn't sales funnel industry.) Then I did it again, and I did it again, and I did it again.   In fact, Russell's told me this story; he's got a big stack of sales letters behind his desk it's a huge stack, big old stack of swipe files. Back in the day, what they used to do is they would go to events, (I don't even know if there's still events like this - there might be though). But he's like, "If you wanna learn how to be like a copywriter, a sales copywriter, what you do is you go to these events, and they'd hand you like the top converting top performing sales letters from multiple industries. You would spend 3 days rewriting the entire sales letter by hand.”   That's all the event was - because writing it and thinking through got you to learn the process.   Learn the process, learn the process. I guarantee whoever has the biggest cheese; number one: they're clearly masters, but what they really have is a process.   I have a process for funnel building. I have a process for pumping funnels out of the door.   Just like there was a process for the shooting; there's a process for me going through and learning that stuff - there's a process for me.   I got third in my first sprint triathlon - which is really cool. It was a while ago - it was like five years, six years ago. There was a process I was going through... the process is the success, okay? What's funny is, if you wanna shortcut it; first, set the sight and declare. Go find the guy with the biggest cheese and learn that person's process. When you do that, it's the process, it's the training regiment that gives you the success.   Anyways, this feels like it's all over the place.   I just want you to know I know why I am where I am. I know exactly why, and it's because of these little realizations that I've had along the way.   It's kind of like if you guys remember the movie Titans? Great movie, right, great move. Remember in that training camp, and they're doing all these things that might seem kind of trite, right? The coach knew what was up; he knew exactly what things would cause what outputs.   So when you find that person; you find that Mr. Miyagi, and you're doing "wax on, wax off." You're doing all these things - you're doing dime drills.   The equivalent of that is you're pressing play and pause every 3- 5 five seconds.   Those are the things that make you a master. You do those things - don't watch the clock. Throw, shoot your clock. Okay get rid of it, don't watch the clock, and you'll realize that within like a year of you doing that kinda thing you're gonna be an expert. Meaning, more so than 80% percent of the population you keep doing that stuff.  You're gonna go 90% alright 91, 92 and you're gonna get without that much time - you're gonna get a lot of progress. You're gonna be able to remove those training wheels and suddenly you'll be training others.   You have to understand that most of the time when someone asks me, "What should I go do?"  I'm like, "Man you haven't tried enough stuff. Go try stuff and then declare what you want. Go find someone with the biggest cheese and learn from them - learn their process they've somehow formulated their process, learn their process."   In that training regiment, there's virtually guaranteed success. Then you turn around you start teaching others that solidifies what you've learned. That's the model that I use, and it's literally why I do this podcast.   If I can turn around and I can teach you guys what I'm learning at the same time, it serves me just as much as it serves you. I'm living the exact process I'm trying to teach you guys.   Anyways hopefully it's been helpful? My urge to you is to keep the training wheels on unless you feel like you can turn around and train somebody else.  Keep the training wheels on and find the person with the "biggest cheese." Go find the person with the process who's so good.   I have an offer creation process, so people come to learn offer creation process from me. I obsess over it, and it's become my thing. Offer creation - right, the actual sales message creation, the actual market message creation, that's my thing.  I think about that like 24/7 -I obsess.   If there's no capacity for you to obsess over the thing that you do , then you're probably in the wrong thing.   Alright guys hopefully this has been a helpful episode to you if you have liked this at all please go review it and rate it inside of iTunes - that means the world to me, and I do read them. I'll turn back around, "Oh check it out - a new review, and I go back, and I read it.  It means a lot to me, and I do see who does it. It means a lot.   Hey guys thanks so much and I'll see you in the next episode, bye. Oh yeah!   Hey wish you could geek out with other real funnel builders and even ask questions while I build funnels live? Wish granted, watch and learn funnel building as I document my process in my funnel strategy group. It's free just go to thescienceofselling.online and join now..  Advertising Inquiries: https://redcircle.com/brands