Sales Funnel Radio

Why learning from my podcast is LESSER than learning from ME… What's going on everyone? This is Steve Larsen and you're listening to Sales Funnel Radio. 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? I got a really cool episode for you guys here today. It is a crazy week, which means it's a normal week. There's a lot going on though. I mean we are in the pre-funnel hacking live stage and there's a lot to prepare for and a lot to go through. This week I am automating pieces of my webinar still, there's a whole bunch of assets I got to get to my traffic driver who I will interview here shortly for you guys so you can learn from her because she's amazing. All the flash drives I told you guys if you run up to me and say the magic word, which you have no idea what I'm talking about go back and listen to a few episodes ago, or actually I think it was last episode. Anyway, there's paying bills, I got to build an affiliate program, which I'm very pumped about for my program. I figured out a cool model where I can buy people an iMac, like those brand new ones that are $5,000... Anyway, we've got a cool affiliate program we put together, which is very, very awesome. Maybe I should tell you how I did that as well. Then I'm actually building out this really cool members area. I've been building out a lot of live funnels lately. One of the reasons why is because I was the lead funnel of their click funnels guys. I built almost one funnel a day. Literally that's what the numbers were. Almost one funnel a day was the average, which is crazy. The last few months of me being solo I have build one funnel, you know what I mean, there's only been one, I guess two, there's been two revenue funnels. There's been a few management funnels, but my entire focus is just on one single sales funnel, my webinar one. It's been a little bit weird to go back and think through oh my gosh, I almost have the itch. I got to build something oh my gosh. It's been weird, I've shaved my focus down to just having this one funnel, and really, really enjoyed it though. I'm really, really excited though for this. There's a lot going on and I'm excited to get you guys in the loop. I got one really, really cool announcement and I want to tell you why I'm excited about it. Gosh, I'm joining Inner Circle, Russell's Inner Circle, and some of you guys might be like, "Oh my gosh, Steven you vox him almost daily, why, why would you do that?" The reason why is because I'm coaching now. Does that make sense? I'm coaching now. When you have a coach and if they're not being coached also you're getting cut short. Does that make sense? I'm getting coached, which means I will continue to be a good coach. Does that make sense? That's the reason why I'm so excited guys. I've told this story before, but I remember I wanted so badly, so badly to join Russell's Inner Circle. This was like three years ago, yes about three years ago now, and click funnels had just barely been out for just a little bit here and Russell sends this email out, and he says, "Hey, just wanted you to know that there's only a few spots left in my coaching program," and I remember I stopped dead in my tracks. I was on campus, I was in college and I stopped dead in my tracks. I was in the basketball stadium and I was walking through, passing through, going through some class I had or to the gym or something like that, I can't remember. Anyway, I remember I stopped right there and I replied to the email. I don't think he read it of course, that's fine, but I replied to the email and I was like, "Hey, crap, no, don't shut it down, I want to get in this. I don't have the cash for that kind of thing yet." The first year of marriage together my wife and I we only made $18,000 our first year of marriage. That's is $18,000, and most of it I think was loans. We were poor, poor. Guys I've been there, which is why I get so passionate about this when I see someone. I'm like, "I know you're close, I see you. I see your scenario. You are so close to this, just do it." I went through and I replied to the email. I said, "No, stop, wait." I was like some day I'm going to join that. I had no idea that four months later I was going to be working for him in the capacity that I was. I was already moving, I was already in motion. I already had a little funnel building agency. I was building funnels for other people, other businesses, and it went really, really well. I've told that before, but the reason why is because here's what happened. This is one of the most powerful lessons I feel like I could ever teach somebody is this right here. Is that there is a huge difference between personal and impersonal knowledge. Impersonal knowledge and personal knowledge are very, very different. They come at different values, they come at different weights, they hit harder. It was like Stephen, what's the difference between personal and impersonal knowledge? Well here you go. I get hired. I go and I'm sitting next to the man and I'm freaking out. I think I was mute. I literally did not say anything for the first two months I worked there because I was like I'm literally an arms length away from this guy who's already changed my life and now it's going to keep changing because my proximity is literally two feet from him. I could put my arm back and scratch his back, literally right there. I was like oh my gosh. I had clearly understood the extremely rare opportunity that that was to do that... I was sitting there next to him and for the first little while I would just sit and I was building funnels like crazy obviously, building whatever you needed to and just cranking stuff out. The deadline for getting things done was always that it needed to be done a day before whatever the day currently was. We were just hauling balls, we're just getting stuff done, it was tons of fun. As time went on and I started telling him like, "Hey, I got this podcast that I've started called Sales Funnel Radio." He'd be like, "Oh cool." Then he'd start giving some advice. I was like oh cool, "I'll totally go do it that way." Then I'd be, "Hey, I built this funnel" just kind of in passing and talk to him and he'd be like, "Oh that's awesome. Make sure you do this, this, and this." I'm like, "All right, cool. Yes I already done the X, Y, and Z. I added these things in." He's like, "Whoa, that's pretty cool." Then in passing or sitting next to him again and building stuff out. He'd be like, "Hey, how about one, two, and three?" I'm like, "Whoa, how about A, B, and C?" Was I learning that from a book? No, no I wasn't. It was extremely tailored knowledge to whatever scenario I was currently in. There's a huge difference between person and impersonal knowledge, it is a very common thing now for me when I go to an event for someone to walk up and be like ... So many people have said this to me now. "Stephen I've listened to all of your podcasts, I feel like I know you. I've spent tons of hours just listening to the stuff you said, your stories." I'll be like, "Wow." I forget I've told literally every aspect of my life on this podcast. I remember the same feeling. I saw Russell and I was like, "Man, I feel like I know you. I've consumed all of your stuff." The first time I ever met him, at that first Funnel Hacking Live that I ever went to. "I feel like I know you." You still don't though, you know what I mean. That's impersonal knowledge, and the difference is massive. Personal knowledge, in order for something to be qualified as personal knowledge I must get personal with you. Does that make sense? Meaning one on one. Russell shared a lot of personal knowledge with me. I'm not saying private stuff. What I'm saying is he would get ... It's personal knowledge to me. Where he would sit down and he would say something or disclose something or something about his life and now we're in the personal knowledge zone. When you get into that zone the knowledge is deeper, the knowledge sticks harder, and it is far, far, far faster. My progression is far faster when you get into that zone. It's one of the major reasons why the guru on the mountain is such an important principle. If you don't know what I'm talking about the guru on the mountain is the principle that as someone becomes more of an expert in their field they must charge more for people to get closer to them. Which is weird, it feels weird, especially for the expert. A lot of times that's a weird phase to start getting into, but the reason why is because it there ends up being so many questions and so many people asking questions, there has to be some kind of system to sort out who gets the guru's attention, who gets the experts attention. It's very, very fascinating. Understanding what this whole personal knowledge and impersonal knowledge thing. Impersonal knowledge yes, while it is fantastic, yes it is the starting place. You get it from the books, you get it from the podcast, whoever you're listening to, you're consuming from, it's still impersonal. You are seeking personal knowledge because of the speed that it gives you, the progression that it gives you. I was already hauling, I was going so fast, barely sleeping for years before I met Russell personally. I felt like I knew him beforehand, however I didn't, not personally. Then when I sit down and I start talking with him and he and I start sharing aspects about our life, in order for something to get personal I must share something, I must deliver and expose myself in some aspect of my life to the other individual. When that happens there is a bond that happens between whoever it is that you're doing that with. What's cool about that is that knowledge transfers very, very, very intimately where you can take it and run at a much faster pace. Is this making sense? This is a very, very, very big deal. You should seek to get that kind of knowledge and that's the reason why you should pay to get closer to the guru on the mountain. It's the reason why I'm joining Russell's Inner Circle, it's the reason that I am coaching now also right, which I told you guys about that. I'm not pitching you, I'm telling you that this is the reason, one of the reasons why I'm doing it is because those people who join, which thank you, what's up guys? I'm very, very excited. Those people who joined, those people that joined they're going to get from me personal knowledge. Because of that I know that I can help them be successful with it. It's like when somebody comes up and they're like, well what's the package you're going to get? What about this? What about this? What about this? Where are you going to get this, this, this, this? They start checking the boxes, things like that. It's not a check the box thing. One of the talents, one of the coolest talents you can ever develop is the ability to sit and listen to another individual and be actually listening. Don't be thinking about the next thing you're going to say. Sit and actually listening, and when they're done speaking be like, "You know what, I would do this." You give a piece of advice to another individual. That takes a certain kind of talent and you must have a certain amount of finesse and experience inside of your field in order to actually be able to pull that off. That's all I've done for the last year, over a year now as a Two Comma Club coach every Friday for hours. Then on stage, and then on the podcast, and all the other places, and that's the reason I do it is because I'm trying to develop that skill on purpose. Finally when I feel like I got to a point where yes, I've done this enough times, I can have my own little coaching thing. I want to deliver personal knowledge. Have you ever noticed how interesting it is when someone actually gets inside of an inner circle program or they get close to a guru or whatever, they seem to accelerate like crazy. You know what's fascinating? At the core of it they're getting the same information that you are impersonally. What's the difference? It's personal knowledge. It's personal knowledge, that's the difference. I hope that I'm hitting this on the head and that it's not weird or confusing. I hope that what I'm trying to say ... There's an X factor. I love the book Leadership and Self-Deception. This is another reason why impersonal knowledge either does or does not get transferred when you're with individuals. Have you ever hung around somebody and at the end of them, when they walk away you're like oh man, that conversation was a little bit fake? You know what I mean? I had an experience very recently, it was actually last week. I was speaking to somebody and the person was just fake, very not themselves, and people can see that. They can see straight through it. If you're being true to yourself, if you're being true to your own ... You have to be true to yourself to actually transfer personal knowledge. You should seek to be able to get that intimate as far as being able to help another individual in the form of knowledge transfer. Not all knowledge is created equal, it's not, the faster knowledge. Classic story, classic story right. One of Russell's Inner Circle people they didn't have the cash, well they had the cash but it was their last $25,000 and he went and he paid this $25,000 and kind of gave everything to get in there. He immediately was able to have very, very fast success because of the proximity to the other people that he's around, be able to take on that form on knowledge. What is it? You can either buy your way in or you can work your way in. What am I trying to say here? I'm trying to say that when you decide to actually go get coaching from somebody number one, make sure they know what they're freaking talking about. Don't just go get it from someone who's just a little bit further down the path. For products I feel like that works really, really well, but you should seek to learn from the people who know what they're doing and have a crap ton of experience doing it, which is why I offer the funnel coaching. Besides Russell I don't know another person who's built as many funnels as I have. That's not conceited, that's true. I just don't, you know what I mean? That's the reason why I'm like, "Hey, if you want to learn how to build some sweet funnels I got you." You know what I mean? At the core of it a funnel is an offer. We got to build offers. Funnels are just manifestations of the offer. That's all it is. Anyway, so what I want to do is that this great book, Leadership and Self-Deception. Really, really enjoyed this book. If you never read it it's absolutely fantastic. The first third of the book alone I feel like is the major core lesson. Anyway, there's a realness that the guru must have to be able to transfer that kind of knowledge to another person. It starts with this whole notion of being able to be true to themselves, like I was just saying. What I want to do real quick is I wanted to read a few different passages here from this book. This is a fantastic book. I actually really, really enjoy this book. I have marked it to death. My style for reading books guys, just so you know, is every time I read a book if there's a page where it's like man, that was really, really good I will fold the bottom corner of it so that I can pick the book back up later. I read this book I don't know how many years ago, but I've got all these corners folded down in the bottom of the book and that's when I can go look at the highlights again and be like oh yeah, that's what that was. The scenario that this book is talking about, the first little bit. This is a scenario I've been in and I can't tell that I've actually made the right decision every time. Where the scenario of the story, the book is telling a story and the story is that there's a young couple and the couple they have a kid, and the kid in the middle of the night, everyone is sleeping in the middle of the night, the kid starts crying. The dad kind of wakes up and acts like he doesn't hear it. Other dads what's up? How are you doing? I've done it too and he acts like he hasn't heard it. It's a brand new infant. I can't even feed the kid, I'll let her take care of it. I regret to say that I've done that before, we've all done things like that before. If I was face to face with you right now and I just said that that would be personal knowledge, but because it is a one to many styled messaged, sales message that's good to get to a one to many sales message. One to many as far as knowledge transfer that's not personal knowledge. If I said that to you one on one and I went into a little more detail we would now be in the personal zone and anything I said about funnels, or helping you later on, or whatever, that actually will affect your actual life. That's why you seek to get into the personal knowledge zone with your guru, with whoever the expert is that you're following. Pay them whatever they're asking. There was somebody who was trying to negotiate. Guys negotiating price, price is not real. There's no such thing as price. As far as getting close to somebody else when they're like, "Hey, why don't you come along," and why don't you come in and be like, "Hey, why don't you come along and do my coaching program?" "Hey, would you do it for this amount?" It's like, "No, you're missing the whole point." It's not about price, it's about value, it's completely different. Anyway, different side rant there. In the story of this book, in this book itself ... I'm kind of all over the place right now but hopefully that's okay. Just follow along with me. In this book this young couple no one's gotten the kid yet. The other one is sitting there thinking, "Hey maybe they'll get it. Maybe they'll get the kid. Maybe they'll get the kid." When you do not act true to yourself what you do is commit self-betrayal. Here's self-betrayal, this is what self-betrayal is. It actually defines it in the book Leadership and Self-Deception, self-deception. The first thing you should do is self-betrayal, it's one of the first things that you learn in this book. When you see your ability to help another individual and the opportunity to do so, and you do not it is an act of self-betrayal. It literally says an act contrary to what I feel I should do for another. An act contrary to what I feel I should do for another. What ends up happening when you commit acts of self-betrayal is this. He says, "When I betray myself I begin to see the world in a way that justifies my self-betrayal." That make sense? This is the theory of cognitive dissonance applied to self-betrayal. I'm getting way too deep on this episode. I hope that's okay, but let me wrap it all up here. I'm going to come full circle so that you guys understand what I'm trying to say here. When I betray myself I begin to see the world in a way that justifies my self-betrayal. Then when I see the world in a self-justifying way my view of reality becomes distorted. Does that make sense? If you are learning from somebody who cannot get to the personal stage with you, who cannot share of themselves, you will not get to the personal knowledge zone, which is the knowledge speedway. It's like the knowledge fast track. It's one of the major reasons why Russell's fun to learn from. How many stories does he tell about himself? How many stories do I tell about myself? When you are not willing to tell stories about yourself, whether it be slightly embarrassing or not, it doesn't matter. Are they true? Is the story true? I told you guys that story about me dancing around on stage for a little bit and I squatted down, I totally ripped my pants straight down my butt. I told you that. I told you that story for a reason. I am trying to practice being completely bare with the world. I'm trying to practice being completely open because when we speak face to face we will have gotten past all the pleasantries of society. How you doing? Good. How's your day? Awesome. What you been doing? This. Want to get past that crap. Let's get to the real stuff. What is it you actually want to get to? When you get to the personal knowledge zone with an individual and you cannot do it with somebody who is in the act of self-betrayal, which means when they see that they are able to help you they must ... I'm very excited here guys because in two hours I go live with my new coaching students. In two hours I go live with them. I love doing this. I do this every Friday. I've been doing it every Friday, 52 times. I went for four straight hours every single week for six months non-stop, no break with hundreds of students, diving deep with them into their business, getting personal, trying to transfer as much of the how-to knowledge as I can. That's the whole point of this episode I'm trying to make guys is that you must seek to get into the personal knowledge zone with the expert. Number two, that person and you cannot get to that if they are in the act of self-betrayal. You get to an act of self-betrayal by not helping somebody when you know you could.' For that reason in two hours when I go live with these new students that I've just taken on, I must first of all I must get vulnerable. I'm going to teach a little while before I actually start talking to any of them and actually coaching them on their businesses. I must get vulnerable, and as I get to that vulnerable stage they will do the same with me, and when they get vulnerable and not try and posture themselves and act like they're farther than they are, or act like I'm farther than I am, and when we get vulnerable we get to this spot where we can help each other as we are, not as we want to be seen. When that happens we will get to that personal knowledge zone which is the information fast track. I am completely aware that I had this massive catalyst and giant caffeine boost to my progression by sitting next to Russell. I know that. I'm not naïve of it, I know it. I'm completely aware of it. Someone once was like, "Well you had this completely massive advantage by sitting next to him." Yes, I worked my butt off to get there, I know that. I'm completely aware of it. I'm not going to act like that's not true, but it's because of my willingness to be vulnerable and his willingness to be vulnerable as well about where we are and our ability to actually help other people. The other individual will not allow themselves to be helped if they will not be vulnerable. Does that make sense? This is like a deep episode guys. I just hope that you understand that. That's one of those frustrating aspects for me. It's like the weirdest sixth sense and sad thing, talent development to see when people are not in that. There's a lot of times I've been on stage and I'll be standing there and I can tell the person's trying to posture. I understand there is an element to that. This is show business. There is an element, but you have got to not posture. I am begging you. When you get to Funnel Hacking Live that you be you, you do not posture, you do not act like you are farther than you are, but you are so charged, bright eyed and bushy tailed, just ready to take on the world. That attitude alone will get you father along than not knowing the next step. Does that make sense? I hope this is making sense. It's kind of a different kind of episode and I just wanted to get a little bit, I don't know if philosophical is the word for it, but it's just the pattern that I've noticed. Impersonal knowledge is good. Impersonal knowledge is good. It kind of sets the foundation and ground works so that when you actually get to meeting face to face with whoever the expert is you're trying to follow, you can get to the vulnerable stage because there's a ground work already. It does speed up the progression a lot. Then when you actually get to face to face and you actually start talking ... Anyway, it's very, very fascinating when you allow yourselves ... This is the definition of allowing yourself to be coachable. Does that make sense? When you are not in the act of self-betrayal. It's always funny, there was several masterminds that I've participated in. There's one or two masterminds I've been in though where I can tell some of the people in the room they really, really, really, really, really want everyone else to know that they're cool. It's like we get it, all right you're cool, I get it. If you just check your freaking pride at the door and be like, "Look, here are where my weaknesses are." You enter this zone, especially when the guru is also in a personal knowledge scenario and everyone has said I'm going to come as I am, let's all come as we are, and we get to this certain spot, oh my gosh there's magic that happens in those rooms guys. I mean that's what I crave. I've been a part of that many, many times. That's the reason I'm joining Russell's Inner Circle for real. I told him, I was like, "Dude, if you're cool with it man," I hope he's okay I'm sharing this. This is me getting personal. I said, "Dude, if you're cool with it don't give me any kudos, don't give me any handouts. I want to pay full price. I want to pay full price to join your Inner Circle." I'm already talking to him like crazy still, so why would you do that Stephen? I am honoring the system. I am not asking for a discount. I am respecting the zone that he has always lived in, the personal zone, he is that way with all of us. If you watch really what an attractive character is, if you look at the book Expert Secrets and it says develop an attractive character, a charismatic leader, you must get good at this if that's his thing. You must get good at being vulnerable. Stop caring how people see you. They're already seeing you as you are. If you're real with yourself about it, you stop the acts of self-betrayal and you get to these cool zones, it's like magic in those rooms. I absolutely love it and I crave it. It's very hard to get to those zones with people. The Army is the only place I've ever had the kind of brotherhood with another group that I've ever had ever. You know what I mean? The amount of trust and the reason why, one of the reasons why is because we get personal with each other. Meaning we get to the personal knowledge zone. You're sitting around, you've been through some crap for the past little bit, whatever it is. Doesn't mean you have to be suiting around or whatever. You know what I mean? There was a time we ran out of food for a while. We're all just sitting there like I lost 15 pounds I did not have to lose. When you're crawling around with those people and it's physically very challenging and demanding, there's a bomb that happens, and a trust that happens when you're shooting live rounds over each other's heads with the trust that the other person's not going to hit you. You know what I mean? It's a huge deal. That kind of brotherhood, the only other time, the only other time I have felt that close to a group of people is inside masterminds where everyone drops the crap, is real where they are, they get to the personal knowledge zone, they're not in acts of self-betrayal, everyone is giving without the intent to receive back, they're giving answers, they're giving their networks, they're giving their resources, they're giving their advice, they're giving their experiences, the lessons, the shortcuts. It's funny guys, the people who say the more in coaching programs are the ones who always make more, they always do. For whatever reason it's honoring the system, whatever that is. Anyway, it's a long episode guys and I hope that it makes sense and I know I kind of ranted and kind of rambled just a little bit, but I hope that you get kind of the picture of what I'm trying to paint here. If you are willing to get to one of those zones you, first of all will actually become coachable. I'm so excited you guys. I'm starting to get really, really pumped for the group that I've got coming in in two hours here. I've tried to preface the group. I'm going to dive deep with them in each one of their businesses, whether or not they have a funnel. If they have a funnel we'll critique it, if they don't we'll figure out the plan they need to go build. Then I'll give them a whole bunch of assets, whatever ones that are applicable to the scenario to help jump start them, but it's not going to work unless I come to them as I am and as long as they also show up as they are as well, and we're all just teachable, trainable, and honest with our scenarios. Doesn't mean don't be confident. Doesn't mean you got to crawl into the room on your hands and knees and be like, "Oh Mr. Humble," that's not what I'm saying at all. Just in your attitude of being able to be teachable and coachable. All right guys, that's it. Sorry for the long episode there but I hope that made sense and I will see you guys at Funnel Hacking Live. Please arrive coachable. Talk to you later. Hey, thanks for listening. Please remember to rate and subscribe. Got a question you want answered live on the show? Head over to salesfunnelradio.com and ask your question now.Advertising Inquiries: https://redcircle.com/brands

  Here's what I learned while watching Russell in his $3 Million Dollar HOUR... What's going on, everyone? This is Steve Larsen and you're listening to Sales Funnel Radio. Welcome to Sales Funnel Radio where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. Now here's you host Steve Larsen. Steve Larsen: Hey, what's going on, everyone? Hey, so I just barely left ... Where was I? I was in Vegas. I forget where I go now. I'm traveling a lot right now. I'm going all over the place. I was home for a few days, went over and traveled. I'm only home for a few days again. I'm going to go travel again. I'm home for just a little bit, then I'll go travel again. It's all over the place right now. It's been fun. I really, really do enjoy it. Missing the family though a lot actually, but it's been really interesting. I had the very rare opportunity of watching Russell pitch. I was at Grant Cardone's 10X event and it was a great experience. I got to go sit down and watch. Honestly my favorite speaker was Grant himself. Okay? Besides Russell. I'm going to talk about that in a second. If you've not heard the huge news with that, which is pretty amazing, but I was sitting there and I was listening to Grant Cardone and he was teaching amazing stuff. Absolutely love listening to him. Super dynamic speaker. Great guy to listen to. I got a lot of great things from other speakers as well. Frankly the whole reason I went down to this event, okay, I was not planning on going to this event for quite some time. It was about a month ago. I remember I woke up one morning and I started thinking ... I don't know why guys, but I started thinking you know what? I've spoken on a lot of smaller stages now. I've spoken on a lot of smaller stages and smaller events, anywhere from 1 to 200 people, many times now, right, and several other events when there's supposed to be more people and there wasn't and there's a smaller amount. You roll the punches. A lot of fun, but I started to think. I'm like, "I want to see big people. Really huge influencers. I've got to see them go speak on huge stages with massive audiences and see what they do with their energy." The entire reason that I went to Grant Cardone's Growth event, right? 10X Growth event. I actually did not realize how big of a deal it was. I'm going to be completely honest with you. I didn't realize how many people were going to be there until I think the day before ... Not even. No, no. Yeah, okay, the day before I went down there, there was 8,500 people. 8,500. I didn't know. I have never been in an event that has been that big, that huge. I had no idea it was going to be that big, which there was pros and cons to it. Obviously I'm a huge fan of ... Obviously the pro of a smaller venue is you get a little more of the personal touch. However, the con is you may not get to network quite as much. I mean there's no way I'm going to meet 8,500 people anyway. Anyway, literally the entire reason I went to this event was to go watch massive, massive influencers speak to massive, massive audiences. I've spoken enough on other stages. I've taught a lot on other stages. Obviously not just on Russell's, but a lot of others. There is this vibe. Okay? Each presenter pulls different energies and relationships out of the audience, and it's fun to watch. They will match and they will mirror to the personality of the one speaking. It was fun to watch. It's always fun to watch. If you have ever listened to Darren Stevens, he talks about universals and truisms, things like that, to bring the audience together to get them to do things that you want. I love studying stage and I love studying stage presenters and what they do to actually control the audience. They have no idea most of the time that that's what's going on. Anything from small and OP things, down to the words you say, the gesture you use, the stories you tell. Stage to me is an amazing performance. I have a lot of respect for it because of ... If you go watch a movie, they can do a million takes, but like on a stage, you got to be an A game the entire time. It's all in one take. It's super, super amazing to watch what these guys do. It's honestly what I aspire to do. I want to go do that really bad. I'm really pumped. In a few days, I get to go speak in front of 2,500 people and I'm so excited. It's going to be over in Dallas. That's the biggest group I've ever spoken to. I didn't realize that that actually is a lot of people until Dave Woodward told me it was. I was like, "Oh, I didn't realize that ... I thought everyone's ..." Anyway, I'm excited about that and that's awesome, but knowing that, knowing that that was going to come up, I wanted to go watch this event and it is the reason that I went. I don't know what I was expecting or what I was even thinking, but I wanted to show up and I wanted to go, like I said, to watch how these guys interact. For some reason I had it in my mind, I knew that Russell was going to go and I knew he was going to pitch, and I knew that he was pulling off some very special things to be able to pitch to that many people. That is a skillset of its own, but I watched. I was like, "Yeah. I'm going to go." I didn't tell him I was going to show up for a while and I went and I showed up and got to listen. The shocking thing right from the beginning, I don't know why I was expecting anything different. I thought well, there's got to be some extra thing that he's doing for that many people. What is it? There's got to be some extra ... I knew he was going to use the perfect webinar script. I knew he was going to go through it. That's what I teach guys in Two Comma Club Coaching. I go through and teach you how to actually set up a webinar and get it going, which is ... Frankly, it's one of the major reasons I left my job. I wanted to go prove out and who that that's actually something I knew how to do as well, not just teach it. I'm actually doing it, which I am. It's great. I'll keep accounting for what's been going on there in future episodes here. I don't know why I expected anything to be different. I sat down and I can tell you that he used the perfect webinar script just like he would anywhere else. What was fun for me because I love that script. That script has made millions of dollars. I can think of very few of activities in my life that are worth studying that are that high leverage of an activity to go study than to learn how to pitch one to many, right? Instead of one to one, one to many like that. What I did is I started taking these notes and Russell got up and I was so excited. I know. I want to watch a master in his game, right? I got to watch him do that a lot of times sitting next to him face to face or right at his side or whatever in his office, but it was always over a computer, right or it was always over ... There'd be these smaller stages I go see him present of, but never one that big. For some reason I kept thinking that there would be this extra X factor. I can tell you, I even wrote down, I wrote small audience versus large audience equals the same. I don't know why I thought it'd be any different. There was a few things though, little extra flares, right? Little extra things. I mean he's been doing it so long. How can you do it truly 100% the same every single time? There was little tiny things that he did along the way that I thought were just brilliant, little shows of mastery all throughout, right? I took notes of them. I wanted to go through a few of what they are. There's one massive big one. I'm going to save it to the end. There's my little hook to stay to the end, okay? One massive one. There was a huge shift in what he normally does. It was brilliant to watch it guys. Absolutely amazing to watch it. I knew it was coming. I was excited for it. We had studied this stuff before we've gone ... Anyway, it was right before I left actually. He had this huge memory hit. I'm like, "Oh my gosh. There's a guy who used to ... He did a pitch this way. Let me go find it." Like 15 minutes later he had dug up all the pages from years ago and all the emails and he was like, "This is it." When he found it, it was amazing. He's got an elephant brain for marketing stuff. Absolutely incredible. It was one major thing that he switched. There was little funny phrases along the way that I keep continuing to pick up on and put it on my own webinar. Every time I do, I swear my wallet just gets a little bit fatter, which is fun. I hope you guys are doing those things as well. Anyway, this is a skillset to just study and learn and obsess over. I don't know that I've actually told you guys this yet, I recently went and I took everyone of Russell's webinar pitches, anything from Funnel Scripts, DotComSecrets X, obviously Funnel Hacks, Funnel Builder Secrets, any of the software secrets when he did that pitch, I grabbed everyone of the pitches that I've ever seen him do. I ripped the audio from every single one of them and I put them in this ... It's literally 11 hours of me listening to Russell pitch back to back to back to back to back. I will just listen to it, right? I've got it all together and I will just listen to it. Boom. Boom. Boom. Boom. Boom. Boom. One after another listen to ... There's all that education that matters that much in my opinion than learning that skillset. Have no mistake that I'm obsessed over this process. I absolutely love it. I love doing it. This is the thing for me to get better at. It's where I've dropped my anchor. You know what I mean? For a long time I just kind of ran around looking for different things to go do. Anyway, what I wanted to do is I've got Russell's Funnel Hacks webinar presentation that we use in Two Comma Club Coaching on one screen right now. Then in front of me, I've got also a whole bunch of notes. What I wanted to do is real quick just run through just a few little things. Some of them might seem tiny. Okay? Some of them might seem tiny. There's one major one though and I want to go through what that is. I want to document it. He certainly will I'm sure because it's just freaking incredible. If you don't know, he did over $3 million in an hour and a half. $3 million dollars in 90 minutes. He had a 90 minute slot. $3 million. His goal awhile ago was just to do a million dollars in a day or even in just a year, right? I think it took four years to hit that million dollars in a year, which is awesome to hit that. That's huge. That's so cool to do that, and then he did again and again and again and again and again and faster and faster. The time getting shorter and shorter and shorter, right? Even the Two Comma Club Coaching program, we did that in three and a half weeks for a million dollars. We did that several times in a few weeks for like Expert Secrets Book, things like that, and the timeline was getting just shorter and shorter, more and more compressed. Finally, building up to this thing, this scenario where he did $3 million in an hour and a half, which is ridiculous. It's so cool. It's so cool. I'm so excited for him, so pumped for him. I went nuts on Voxer just screaming. Oh man. I'm so excited for him. Anyway, I want to go side by side real quick here. If you study the Funnel Hacks webinar, the Funnel Hacks presentation, like I said, this is like the highest leverage stuff I believe you could ever go study that will pay you and pay you and pay you and pay you to learn how to do this stuff. Now I understand. I know there are other ways to pitch. I know there are other scripts. I know there are other formats, but this one is doing amazing. Why change what works? I've been going back through ... I'm sorry. I've not actually gone to the actual content here yet. I promise I will here in just a moment, but what I've been doing also for my own webinar is I've been going through and I've been studying a lot of the big webinar people today, right? I've been funnel hacking Liz Benny and watching her stuff. Dan Henry, right? Obviously Russell. Been going looking at Akbar Sheikh. I've been going and looking at each one of their pieces. Not just the pages, but inside each one of their scripts. How are they saying what they're saying? How does their slide say it? How are certain things here and there that are changing? It's been cool to go through and do that. The major foundation piece of my offer, that came from the market, right? I funnel hacked to a certain extent. I funnel hacked to a certain area and then after that, I went and I made my offer. The actual changes to the funnel, now that the product's done, now the product that I've been selling is totally done, now I'm just focused on two things: the funnel, how can I improve the funnel, the actual buying experience and selling experience, number two, promoting it. That's it. Those are my two activities until I die basically, right? Well, number one, I'm really focusing right now especially on the funnel. I know there are things that are broken. I'm fixing them right now. We're getting those done. I'm very excited for that. Then I'm going and I'm focusing on how to sell this stuff obviously. I've been going through that and I've been changing all these things. My head has already been very much in the spot. That's the whole reason why I'm trying to pre-frame what I'm going to tell you that it's not like just random things I wrote down. This is stuff that I looked at very specifically that what he was doing that I'm going to go through and I'm going to add. Anyway, at the very beginning, like in the Funnel Hacks presentation, one of the things that you do is ... There's really two introductions inside of the perfect webinar and I don't think people realize that. There are two introductions. Number one, you introduce the webinar. Okay? Why the heck are they there, right? Why are they there? If you've ever read the book Pitch Anything, it's one of my favorite books ever, it is definitely probably in the top probably 5 or 10 books I've ever read ever, and what it teaches and goes through is it talks about every time there's something new that comes up inside of the brain or in your life, your head runs through all these filters, right? It's always funny. My wife and I went ... I can't remember what movie we went to go see, but we went to a movie theater. We were sitting down in the movie and the movie preview started showing up, right? The movie previews are showing and they're these little basically little mini stories that are supposed to get you excited about the real thing. It's always funny. Everybody becomes a movie critic at the end of a movie preview, right? You always see everyone's heads turn to each other and go, "Oh yeah. We should see that. It looks great," or you'll see everyone's heads go, "That looks weird. That looks stupid. Dumb. Weird." Everyone becomes this movie critic. Why are you bringing this up, Steven? Because every time something new pops up in front of us, our heads starts to run through a filter, much like a movie preview. We run it through a filter, right? Number one, am I in danger? Needs of the body. Am I in physical danger? Can I eat it? Should I run? Fight or flight? Should I meet with it? Random stuff like that, but there's these criteria that your head runs through whether or not you're trying to to keep you safe and keep you alive and keep you breathing, right? It's the same for every piece of marketing. It's the same for every piece. Unless you can get past the first part of that brain, you will not pitch that person. They will not make a buying decision, right? There are two introductions to a webinar. The first introduction is introducing the webinar itself, right? That's where Russell says, "Hey, look, you're in the right place. This is where I'm going to show you how to do this without this. Here's my earnings disclaimer. Here is a testimonial of somebody else doing this thing." He doesn't even talk about what it is yet or who he is. The second introduction is introducing him or me, right? Because I'm doing the same thing, right? The first I'm introducing the webinar very methodically. Number two, I introduce myself. They got to fall in love with me now, right? The whole reason for those two, especially the first introduction, is to get past that first part of the brain so that they know, "Oh, I'm in a safe place. Oh, I can let the guard down." I literally have been saying that in my webinars lately. "Guys, feel free to just let the guard down. It's okay. Let the walls down. This is a safe place and safe environment for us to all learn." I can't remember everything I say without my slides here yet. I don't have it totally memorize slide by slide yet like Russell does, but it's going in that direction. There's two introductions. The story, Russell use the story at the beginning talking about the Four Minute Mile and he's using it right off the bat. The story is breaking and rebuilding beliefs. It's getting everyone the same plain. That's actually a form of NLP. Especially from stage, it's very, very clever for him to do that from the very beginning, to begin with a story like that. Most people know that story, which brings a sense of community and bringing together, right? All those little things. If you read the book Launch, the nine mental triggers, he is using those like crazy at the very beginning of that pitch. It's very crafted very, very well. He's going through and that's what he's doing. He's going through and he gave the story about the Four Minute Mile. It was absolutely incredible. He tells his own story. He's using an epiphany bridge. "Oh, how cool to be if I made a million dollars? This guy made a million dollars in a day. My Four Minute Mile is what if I just made a million dollars in a year?" He's talking about these internal and external desires, using epiphany bridge script, right? Now what we need to do is we need to see that this guy is not the only nutcase who actually had these results. He goes through and he's showing ... Because that's what the brain is thinking. He goes through and he's showing success stories of others, showing some video testimonials, right? He's using the same exact format and formula. He very, very closely to the point ... It was right after he introduced the webinar, right after he kind of introduced himself as well, he goes into what he calls a price marinade. This is the major difference for fear of talking forever and talking your face off guys and getting to an actual point of this podcast. I'm going to go straight to the main idea. Okay? We've been going for a little bit. I'm just going to talk about it. He does what he calls a price marinade. He's talked about his before so I feel totally fine talking about it as well. A price marinade. Now what's a price marinade? Now in a normal sales environment, it's very common for a lot of times to withhold the actual price until the end, right? What is that in Funnel Hacks? His stack, his value and his stack is $11,552. $11,552. Is this worth $11,552? Of course, it is. If all I said was this, is it $11,552? Of course, it is. Right? That's what he does. He goes through and that's what he teaches. His stack has a total value of $11,552. What typically happens is you withhold that information until the ever end. Then there's a big price drop, a public price, and then another kind of final price drop because you're special and you're on the webinar today. In this scenario, he took that first part and he made it known in the very beginning. This is very key. This is very, very key. This is a huge deal you guys. You don't pull this off without a lot of finesse, which obviously he has and he could do very, very well. What he did is he went and he said, "Here is the price. Before I sell you, before I have anytime to break and rebuild your belief patterns, which is the rest of the webinar, to do the stack and to tell three more stories, before I get a chance to do that, I'm going to tell you the price of this." It's a very interesting play. I feel like I'm going through and I'm talking about and commenting on football plays from the Super Bowl right. It's a very interesting play though to go through and watch a pitch man go and pull part of the price, the most expensive aspect of the price, and bring it at the beginning of the pitch, of an hour and a half pitch. That's a lot of time for someone to get out of their seat and walk away. It's how he did it that was very, very clever. It's called a price marinade because you bring that price forward and you talk about it at the beginning and you bring it up first so that it marinates. The brain has time to get used to that price point except that the price point that you said is actually real and say yes to it along the way. Is this making sense? I know I'm like going deep into the weeds right now and it's not normal on my podcast to do this. Usually when I do this, people are like, "Oh, that's an okay episode." I'm like, "No. That was like the most gold I could have given." It's because it's not wrapped in terms of the story right now. That's why people might feel like that. Understand what I'm saying. He brought the most expensive, the total value of a stack, and he brought it first. This is what he said, "My goal is to show you that everything that I'm doing here for you to be successful you need to invest $11,552." That's about how he worded it. Is that okay? He made everyone raise their hand. I think we raised our hand or we did something physical to attach to that verbal thing where we said, "Yes. Yes, Russell. I agree. If you can give me 10 times the results of my business right now," we're talking about 10X even he tied it right into it, which is awesome, "if you can give 10 times what my business is doing now, of course, I'll pay you $11,552." This was masterful. This was masterful because he charges $3,000 for the product, but they've already said yes to a much higher price point. Now he has the entire rest of the "webinar" live from stage, though in front of 9,000 people ... How many people were there? I think it was 8,500. He's got the rest of the time to break and rebuild the beliefs that are saying no to $11,552. He went through and guys, the way he crafted it was just incredible. Just incredible. What's interesting is Russell's following the path with ClickFunnels that all of us would be expected to follow as well. First, you write a sales message. You make sure it sells. Then you actually built the product to make sure it fulfills what you sold, right? Then you kind of go on the road selling it like crazy, and you're doing the same webinar to tons of people for a long extended period of time. That's kind of the road that I'm getting on right now and I'm feeling that shift... In fact, I was talking to Cole. You guys know, he's my buddy and he's my first full-time employee, which I'm very excited about to be happening here in a month or two, which I'm very excited about. He was already keeping me on track saying like, "Dude, stay focused man. Don't go getting on anything else," but I'm willing that shift right now. I'm feeling the shift and Russell was in the shift. The shift is don't go build anything else. Just sell the crap out of the thing that you've proven, right? You go and you go and you start selling and selling and selling and selling and selling and selling and selling. Russell for the last little while has done nothing, but the Funnel Hacks webinar... Very few other webinars here and there that he's built from scratch. This one though, I think he built the majority of this one from scratch. It was amazing to watch the template and the way he used the template of the perfect webinar script and he took certain parts here and he moved other parts there. You need to see what parts are malleable and what parts are not. What's interesting is it's no surprise what's not malleable. Storytelling? That's not malleable. You tell your stories. You get good at telling stories. You want to know how you sell? Tell stories. You want to know how to market? Tell stories. At the very based bottom line of it without going to any other detail, marketing to storytelling. You know what I mean? You're building and rebuilding the way someone sees the world through storytelling. That's exactly what he did. He's followed that exact same thing, but this idea of the price marinade is how he was able to get everyone pre-framed for a lot of money. Then it was this insatiable deal when it was only three grand. Does that make sense? He's introducing a constraint. He's introducing a constraint at the beginning of the webinar. The constraint being, "It's 11 grand. Oh my gosh. I've got to come up with $11,000. Holy crap." Then he's releasing it at the end. Same thing with the Funnel Hacks webinar. He introduces the constraint. Hey, this is what ClickFunnels is. It's $297. For $297 you get this and this and this and this and this and this. He's saying that because that creates limits, that creates barriers, right? You get this many contacts. You get this many funnels. You get this many this and that. He's saying that so that at the end of the webinar he can release the constraint for his fast acting bonus and get people to get it. This was like loaded with tons of constraints at the beginning with tons of constraint releasing at the end. That's why I was so freaking nuts and excited about the pitch that I was seeing. I was like dude, you usually just put like one limiting thing at the beginning and then you release that constraint at the end. You put like a hundred and price marinade. Oh my gosh. $3,000 price point. Thee million bucks in an hour and a half. Oh my gosh. Huge guys. Hall of frame right there in my mind. Should be in yours as well. I know that he's got this Two Comma Club Coach trophy, but they better come up for another way for what he just did. $3 million in an hour? That should be its own award. Most of us is just trying to hit that in much longer period of time. It's pretty funny. Walk inside ClickFunnels and he's got I think 17 or 18 Two Comma Club awards of his own, and three of them are $10 million products besides ClickFunnels. The dude knows how to sell. Mad, mad, mad props, my friend. Absolutely incredible. Very fun to watch that. I encourage everyone of you guys to obsess like you would over sports or obsess like you would like a hobby over the act of pitching. You've got to sell. Everything depends on sales. Don't think that you can be in marketing and neglect sales. They are different. They are different. The better marketer you are, the less hard sales we have to do, but you still have to learn how to sell. You still got to learn how to pitch. You still got to learn how to present an offer. Obsess over these elements. These are the things, these are the dials to turn. These are the most high leverage activities for you to go obsess and absolutely love. Anyway, that's all I got for you guys. I'm sorry if it was a little bit in the weeds. It's a little bit of a different styled episode than normally I would do, but I just wanted to talk about that and help you guys understand like why that was such a big deal. It was a huge deal on a lot of accounts. My brain, my little marketing serious brain is going nuts. I literally was just about to end the episode, but I forget one other thing that you guys should all know about. One of the things I've struggled with ... Struggling is the wrong word for it, but like is a challenge when you're face to face with people in an event to get people when it's time to go buy to actually stand up, the physical action of them to stand up and go buy at the back table or back of the room or whatever. The reason why is because they will sit there and they just kind of look at you and they don't want to be rude because you're talking. You have to give them permission to stand up even though you just said, "Go to the back right now. There's order forms on the back. When they're gone, they're gone," or whatever, right? You have to actually say it. It's interesting to watch Russell ... Two of the things here that I've just learned from those are huge, huge, huge guys. I hope that you are soaking this in. This is annoying that I'm going this long, but it was cool to watch him. Several times when he got to the part where the actual call to action came, he would be like, "Guys, if you can tell this is already going to fit you already, like stand up and go to the back. Stand up and go to the back. Seriously right now. Stand up and go to the back. Get up. Stand. Right now. Just get up and go to the back." He kept saying it like that way. Then he would stop like in the middle of the stack. I stood up. He was super nice. He talked about my MLM Funnel in his presentation. All this people around me were asking about it. I stood up to go down to the table and they were like, "You bought already." I was like, "This is something to buy again." I started walking down. He still went for another like 15-20 minutes it felt like. It was funny at least. About 15 minutes. He wasn't even done with the presentation and there was probably a thousand people. He wasn't even done. That's what I want to come say. He was not done and he kept going and going. He was finishing the whole presentation, but there was already this huge massive people at the tables turning their order forms like hotcakes. That's what I want you to understand and know is that ... He continued to throughout, continued to say, "Stand up and go to the back. If you know this is a good for you already, oh look at that. Those are the smart people who are already in the back right now just standing up and go to the back." He kept giving permission because people don't want to get rude. They're sitting there. They're listening to you. They're in this docile state. You got to break that. He'll continue to say it over and over and over and over, getting them permission to come up. I've used that tactic in the past and I made the stupid mistake of not continuing to say it. I kept talking afterwards and some dude sat down after he saw that I kept speaking. It pissed me off. He didn't go buy because he was trying not to be rude to me. That dude should have just went and bought. I did not continue to say stand up. Stand up. When you're doing live events like that, continue to say, "Get up if you know this fits for you. Get up. Keep going. This would be helpful for you. Get up." Then the next day what he had was a ... He was able to stand back up and give a ... It was basically a re-offer. He like did a double close. It was really interesting. He gave away some really cool ... He basically stood up and said, "Look guys, I pulled $3 million out of the room. If you guys want to know how I did it, I've decided that I'm going to add my presentation and all the stuff that I did inside what you bought. If you're like on the fence relieving like in the next little bit, you have got to stand up right now and go to the back and purchase right now because I'll give you ..." He's adding his extra bonuses in. I thought like how interesting is that? The guy is offer creating off the fly. This is incredible. Just making it even better and better and better and better. Anyways, he did this cool follow up thing. I was thinking like how would I apply it to a webinar? I'm thinking if I can, that's going to be a cool thing where I do some cool unadvertised bonus. Hey look, if you're still on the fence, I decided to add X, Y and X in. I think it'd be awesome. Anyway, I'm excited to go apply some of the things that I saw to the online webinar. This certainly apply. Man, guys, I get more excited about Funnel Hacking Live than Christmas and this was like the most exciting thing I've ever seen in my life. It was so cool. You guys can call me nerd. I don't care. It was awesome. All right guys. Talk to you later. Obsess over your thing. Don't let anyone else talk you out of working hard. Talk to you later. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? 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WHY I get so excited for Funnel Hacking Live... Hey, what's going on everyone? This is Steve Larsen and you're listening to Sales Funnel Radio. Oh yeah. 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? I am so freaking excited for Funnel Hacking LIVE. It is coming up. Just to be clear, I've had a lot of people reach out and say, "Oh, Steve, now that you're leaving ClickFunnels, are you gonna keep podcasting and publishing and doing their podcast?" Please understand that this is my own show and it's not affiliated at all with ClickFunnels. I just happen to be a ridiculous fanboy of everyone over there, what they do. They're changing the world, and so that's why I talk about it so much. Also, besides the fact that I've worked there. It's just a lot of part of my history, and I have massive, ridiculous respect and love for Russell and what he does. And, frankly, when you've made the kind of money he has, he obviously very easily could kind of drift off into the night, and he doesn't choose to do that. He decides to continue to go out and change stuff. So, anyways, I'm excited for Funnel Hacking LIVE. If you are not going, please find a way to get there, okay? I'm not being paid to say that. I am trying to help you understand and get to the spot that changed my life. It changed my life for me when I got there, and it was amazing. It changed everything. To be around the right people, to be around the right information, to be around the most cutting-edge stuff ... Anyways, there's my pitch for you. Hey, I have for the last several episodes been teasing you guys with this idea that I've got something special for you who are coming, and I do. I'm sure we're gonna meet anyways, but I really want to meet you guys if you're listening to this, okay? And so, I've got something special for you. I went out and I grabbed these sweet little flash drives and these flash drives ... What I'm gonna put on them is pretty incredible. I have been going out ... And if you haven't been noticing, I've been building a bunch of funnels live lately. It's been a lot of fun. I've built, maybe, nine of them and each one of them is about five hours long. I build them from scratch and I record myself doing it, and I do it in front of a live audience. And I've been doing that for the last, I don't know, four months, five months, something like that. And it's been fun. I've really, really enjoyed going through and doing that. It's a ton of work, oh my gosh. But I teach for the first fourth, the first third, something like that, and then I build from the ground up and everyone asks questions while I go. So it's extremely in-depth. Every single thing I place on there is on purpose. Everything has a purpose, and it's all part of the strategy. Anyways, I hope if you've been able to watch those, it's been kind of awesome... Well, when ... It's probably, like, what, three years ago? I built this funnel. It was probably the fourth or fifth funnel I'd ever built. The first funnel I'd ever built was, I told you guys, it was a smartphone insurance funnel. It went well. It was kind of a break-even business. If I had known more at that time, I would've kept it going and sold something more expensive on the back end because we were getting customers. Break even, which is awesome. That was our first funnel, first attempt, which is pretty cool when you think about it. It's awesome. But, shortly after I started building all these funnels for all these other companies. I was ... A lot of you guys know, I am actually just barely leaving the Army right now. Paperwork in the government takes a long time to do what it's supposed to, I guess, and get the final signature. I don't know what it does. It must just sit somewhere and have a four or five month timer on it, and then someone walks up, signs the last thing, and hands it back. I don't know, but everything's out of my hands. I'm in the middle of leaving the Army right now. As soon as the last signature happens, I am completely out of the military. Anyways, so I enlisted first, and I went through basic training and I loved it. It was hard. It wasn't impossible, though. I was actually hoping it'd be a little bit harder, but there were some challenging moments. There was some challenging aspects to it. I didn't eat that much. I still actually slept pretty well for the most part. We didn't really eat, though, that much, which was ... I lost 15 pounds, and I went in weighing, like, 170. I was really skinny when I came out of basic. It was crazy. So that part was challenging, and there were some challenging aspects along the way. So I get out, and I was officially in the military at that time, and when I get in college and start building these funnels, build the smartphone insurance funnel, build all these other things. And what ends up happening is ... I was in a program called ROTC, and I became an officer when I graduated. However, we wanted to put on a fundraiser. We wanted to put on a mud run. So what we did, was we put together this track. It was a 5K mud run, you know what I mean? Like, there was mud everywhere, obstacle courses all over the place. We had cool fire pits you had to jump over. We had spots where ... We made it military style, you know what I mean? You ran with M16s through all the stuff while we had simulated explosions going on around them. It was really, really cool. And we put this awesome course together and they're like, "Hey, how are we gonna get people?" I was like, "I've got it. I've been learning about this thing called ClickFunnels. I know none of you know what it is. I'm gonna go build it, I'll be right back." And I spent probably 40 hours. I didn't totally know what I was doing at the time. I was just kind of figuring it out as I went, and I was talking to Support pretty much every single day. A couple times, actually. I became "that guy," you know what I mean, to Support, probably. Which is fine. I was learning. And I went through and I was building all this stuff and I put together this event funnel. And it was the first time I ever did anything like that. Well, from that event funnel, I went out and we started promoting it, and we got it on the news. We got it in newspapers. We got it on our school ... And we went, basically, the equivalent of what a Dream 100 would be. We ended up getting 650 people to my first time ever building a live event funnel. 650 people to a live event. We ended up raising ... We collected $7,000. We raffled off an AR-15. If you don't know what that is, it's like an M16, but the civilian version. And we went out and we raised all this money and donated it to the Fisher House Foundation. Which, the Fisher House Foundation is the ... It's pretty awesome. When a soldier gets wounded and they get flown to a hospital, the Fisher House Foundation funds the expenses for the family to fly out to whatever hospital the soldier is being taken care of in. So they can actually go see their loved ones while they're in the hospital getting better. So we were able to make a good donation there, which is awesome. It was a really, really cool experience. So, it's very fascinating, though, because very shortly after that funnel ... No joke, meaning, the event happened ... A lot of people don't know this. The event happened and the next week I was at my first Funnel Hacking LIVE event. When I bootstrapped my way to that event. That was all literally a week after we ran that mud run, which was the funnel that I built to get people to it. I was like, "This is working. Holy crap!" And I was building it for other people. And I was like, "What if I did this for this event and it worked?" And we ended up straight cash, and I bootstrapped my way building more funnels for other businesses to get to that Funnel Hacking LIVE event. Well, lo and behold when I got hired, time came for Funnel Hacking LIVE again, 2017. And I had the complete, ridiculous, insane honor of helping build, obviously, like every other funnel that I was there for ... Helping build the funnel for Funnel Hacking LIVE 2017. Guess what? Same process, okay? I literally funnel hacked, basically, Russell's 2015 event funnel for my mud run funnel, and then I went through, and I was at the 2016 one. And when the 2017 event came along, I was like, "Sweet. We're gonna build this funnel." And guess what? Obviously, the page looked different. Obviously there was better sales copy than I ever wrote, that first time I ever built that mud run event funnel, that 5K ... We called it the 5K Warrior Mud Run. Obviously, it was to a higher quality, but it was the same funnel. And I went through, and I was like, "This is so sweet. Holy crap!" And I went through and I got the extreme, ridiculous honor of building this thing and putting it altogether for the 2017 Funnel Hacking LIVE. Well, I am extremely ecstatic. In just a few weeks here, like, one week to be exact. I get the honor of going again to Funnel Hacking LIVE and meeting those of you guys who are also coming, and guess what I want to give you? I went through, and I've been building these funnels live. Let me go full circle with this, okay? You're like, "Man, Steve, you're going all over the place." Just follow me for a second, okay? I've been building ... When I left working there, which crushed my insides. I just felt like it's something I had to do. It crushed my insides when I left that job. I was like, "I've gotta go put in stone a lot of these very specific lessons and tactics and tricks that are very funnel-specific. I've gotta go put those down in stone." So that's why I've been building live a lot of funnels. There's been a group of about 40-50 people that have been joining me for the majority of these funnel builds for the last five months, and I have the recordings of all of them. I have the share funnels. I have the email sequences. I have how it works in each industry. I have other ridiculous stuff that I put inside of it... And my plan is to sell those ... A lot of people have asked me, "What are you doing with these, Steven?" Well, number one, I've been putting them in my product for my webinar. A lot of you guys have been going out and buying that product just so you can get the funnels, which is awesome. There's like, eight, of those recordings in there. Almost literally every single one of them's in that product... But a lot of you guys, though ... Like, the ones that ... There are others that I've been obviously not including that did not apply to the product that I've been selling. So, anyways, my plan is to be able to give you some of those funnels, as well as the five hour recording of me, first of all training you on that funnel. When to use it, when not to use it, the order in which to use it, the best scenarios to use it in. And then me actually building it. But then also, the share funnel itself. The email sequences with it. The pdf map that shows you how the whole thing works from a top level view, 50,000-foot view. And I want to give the event funnel to you. Now, obviously it's not the Funnel Hacking LIVE event funnel; however, it is the same funnel. Does that make sense? I went through and I built it ... I don't know when that was. It was recent, and that was one of my favorite ones ever. I want to give it to you guys for free. It's my future plan, though, to sell them individually anywhere for $400-$500 a piece because they're freaking awesome and they're worth more than that. I don't start building funnels for somebody until the $50,000-$100,000 range with royalties in the back. They're definitely worth $500, okay? Anyways, I want to make them $1,000 each, but I wanted to make them more available. So, it's the training, it's the funnel, it's the email sequences/other sequences that come along with it. It's the pdf map, and it's when I went and did a full training on the event funnel itself. It's like five hours. It's a live Q and A in front of a huge group, which is awesome. Anyways, so I wanted to give that to you. I'm gonna put that on the flash drives, and I've got like 60-70 flash drives, and it says Steve Larsen on them. And I want to be able to give them to you, though, at the event. Here's what I'm asking for in return. Yes, I am a marketer, so what I'm gonna ask is that when you come up to me, you say a little magic phrase so that I know that you are one of the people who are listening to this show. And here's what I ask from you. That we take a picture together, and you post it on your Facebook profile. That's it. Say, "Hey, I'm with this good looking champ right here," of whatever. Does that sound good? That's all I'm asking for in return. This is me pitching. Sounds good? I told a story to break and rebuild your belief about the importance of an event funnel and what it can do. And then what I do, is now this is me putting the offer out. Sound good? And what I'm doing, is this is call to action. You're gonna walk up to me, and this is what you're gonna say. First of all I'm gonna say it. Actually, you know what? I'm not gonna say it. I need to tell a story to help explain it. So what I'm gonna do, is ... When I was in the Army in basic training, I went in the middle of winter. And winter was rough, guys. Winter was rough. It was a stupid decision to go to basic training in the winter because the drill sergeants totally took advantage of it. There were ice storms all the time, and just out of a mental toughening factor, they'd leave us out in the ice storms in shorts and a t-shirt for hours. And you'd just be sitting there at the position of attention, which means you can't move. The only thing you can do is move your eyes, but even then you're just supposed to look straight forward. So you're staying completely still, just freezing your butt off, and there's these ice storms going off. And you're just, "Ah!" And one day, we were practicing taking over areas. Like, "How do we enter in an area and take over that position?" There's 200 of us. Can you imagine handing over a bunch of 17 and 18 year olds M16s? There's gonna be some coordination. There's gonna be a plan. So we were practicing taking over, and I was significantly older than most of the rest of the people there. I was in college. That made me very different. I was married. That made me very different. I had a kid. That made me very different. I was a very different scenario. I was running side businesses. That made me very different. I was a very different kid than the person that was already there. But anyways, we were practicing taking over these areas, and we get to this field, and the field is flooded. It had been raining/ice falling. Not snowing, it was either ice or rain. It was sleeting for the last several days. And I went and they were like, "Hey, we're gonna practice taking over these areas." And we were kind of walking through the scenario, so it wasn't run at full speed. We're all doing it half-speed. And they're like, "Okay, Larsen. You're gonna run out here, and you and this guy, you're gonna dive on the ground and you're gonna interlock your feet. And you wiggle your foot, and that's how you would talk back and forth to each other. So you don't have to actually speak with your mouth. Your feet are interlocked. Just one of the foots of the guy next to you. Does that make sense? So I went out and I go out there and they're like, "Okay, get down right here." And where they pointed was this, probably, like, six inches of water. It was a lot of water. It was a full out puddle, and the drill sergeant knew that, and they were smiling at me. And they wanted to make it crappy, and I was like, "Okay." And if you've ever seen the movie Unbroken, this is nothing like that intensity, but please understand that's what I was trying to do. I was trying to say, "Alright. Bring it. I can take it." So I laid down, and what happens when you get in cold ... It's 33 degrees outside. It was not quite cold enough yet to freeze, but it was so cold that ... It was almost ice. Guys, I'm laying in six inches of water, 33 degrees. Freezing. Massive wind coming in. Nonstop wind. And I'm laying in water. It's now almost completely covering my entire body, and I'm laying in it completely still in the prone holding my weapon with our feet interlocked. And my first thought was, "Oh my gosh." What happens when you get in water that's that cold ... If anyone's ever taken an ice bath before or if you've ever had the luxury of Russell throwing you in the middle of his Cryosauna, your body starts to shake. And what's happening is, when you start shaking, the capillaries are cinching up and the blood is sucking out of your capillaries and rushing to your organs. And that shaking feeling is kind of your body trying to get warm, but also after a while your body just kind of sucks the blood out of it. That's why your fingers start to turn a little bit blue, it's because the blood's taking out of your extremities towards your organs to keep them warm. And when you stop shaking, you know that you are starting to head towards a dangerous area... So, I was shaking. I was like, "Oh my gosh," and I just started yelling. I was like, "Whoa, yeah." I'm gonna react to this well. I'm gonna react to the scenario well. I cannot control what is happening to me. I can control my reaction to it. So I'm going to change the way I view this. And I'm going to start yelling, and I'm going to get excited. And I'm gonna be bigger than this situation because we did not go back for a long time. I stayed wet for a long time. My feet were gray, I don't think they're supposed to be that color, when I finally took my boots off. But I was like, "I'm gonna react well. I am going to choose how this happens. I'm gonna choose the outcome of this scenario." And it was the first time ... It's not the first time, but that was a very vivid time that I was like, "You know what? This is an important opportunity for me to learn something if I choose to." So this is what I did. I stood up when the drill sergeants weren't looking. I stood up and I started running. I started running and I started jumping in the puddles of water next to all the other soldiers. And I started playing with them. Does that make sense? I started making it this thing ... We were in a slow speed, kind of, environment. This was not like ... We weren't running this at full space. We weren't being ... Anyway, we're all holding real weapons, but we were jumping around. We were being safe, but we were jumping around, we're splashing water. And I was like, "Woo! Yeah!" Jumping around. And people were like, "Larsen! Shut up! Shut up! I hate you!" And they're swearing on my unborn, future children at the time. They're like yelling at you. They're like, "Oh, I'm gonna kill you. You're dead tonight. You're dead. We're putting soaps in our socks and hitting you." They're threatening me with all this stuff, and I'm jumping around, and I was just doing what I could to react appropriately to the crappy scenario I had no control over. And I started saying this phrase, and it sounds stupid, but it's what I want you to say to get the flash drive. Okay? Don't mess it up. There is a vernacular to it. It sounds very simple, okay? I started going ... And what I would do is I would start saying in my mind, "H!H! OO BAYBAY!" and I would start yelling that. I would start yelling it. "H!H! OO BAYBAY!" Don't jack it up. This is how you do it. This is how it's spelled. It's h ... This is all in caps. If you're writing it, it's all in caps. Massive 72-point font. Bold. It's H!H! OO BAYBAY. It's baybay. Not baby. You're not, "Oh baby." No. None of that weak crap. You're gonna reach down. You're gonna grab your boot strings, and you're gonna go "H!H! OO BAYBAY!" And you're gonna scream it. And when I see you, that's the phrase. Because you're probably gonna be tired at Funnel Hacking LIVE. You are probably ... There's probably so many things gonna be lodging into your brain that you've never considered. New connections, new ideas, new things to take your business to the next level, that often a lot of times what will happen is if you are not in the correct state of mind, you will miss it. And I don't want you to. This is all about self-state control, and you've gotta get good at it. I believe in it, and it's the reason Russell and I were able to build funnels at the speed we were. We didn't always feel like it. We're tired most of the time. But by choosing my state ... Yes, even on the internet when I'm sitting in my office by myself and there's no other person around me to cultivate that energy, I choose the outcome. I choose the scenario. I'm sorry, I don't choose the scenario. I choose the way I react to it. Which, that is what determines the outcome, funny enough. Not the scenario. How many people have you ever heard of who were super poor, terrible with life scenarios, and then they turn it all around? Why? Life didn't dish them up this amazing card deck. It's the way they reacted to it that determines the outcome. I use that phrase in so many ... Guys, when we were ... Later on, just to keep the military thing going on ... Honestly, I use it in so many areas. I still do today. We were doing gas chamber ... I don't know if I've told this story before, but we were doing gas chamber training, and I put my gas mask on. I put my gas mask on, and it's CS gas. If you don't know what CS gas is, it's not fun. It gets inside of your ... As soon as you breathe it or it starts to seep into your skin, it literally makes all of your glands and your pores start to ... The equivalent of defecate, okay? You have no control over your nose and you start to get these disgusting runny noses. Your eyes start to get all red and watery. It's pretty nasty stuff. And it's basically riot control gas. But, they really increased the dosage for my group. Because they want to teach you how to use gas masks. So we're all lining up there, and people start kind of freaking out and kind of hyperventilating. We're all standing outside of this gas chamber, and we all got these gas masks, and they all start practicing. "Gas! Gas! Gas!" And we all put our gas masks on. We have to do it within seven seconds, seal it, clear the mask of any gas that actually might have gotten in while we were putting the mask on. So, you blow air in and then you grab another valve, seal that one off, and then suck in really hard, and it seals it to your face. It's not comfortable. And they're like, "Okay, we're gonna go in," and we start going into this gas chamber, and it was a little bit freaky, I'm not gonna lie. You get in there, and it's thick, green smoke all over the place. You're like, "Crap, I really don't want to breathe this garbage. Oh my gosh, I hope I sealed my mask correctly. H!H! OO BAYBAY!" Does that make sense? All these fears, "Scared! H!H! OO BAYBAY! Let's just do it, baby, and you just jump out the plane, build the parachute while you fall." That's why I say that phrase. Does that make sense? It's crazy, though. Some girls in there started freaking out, and they had to physically grab this girl and shove her against the wall and tell her to settle down. It was a little bit ... Anyway, and then you take the mask off and you start doing exercises in there, and it was not fun. People were throwing up. That was a terrible experience. That was not fun. But that's what I'm saying, though. You don't always have control. In fact, you almost never have control over the scenarios in your life. And when you're given a little bit of rope to have control, you take that rope and you run 15 miles with it and you go as far as you can with it. Most of the time, it's about reacting appropriately to the actions that are handed to you. That's, like, 90% of why I do what I do, guys. That's, like, 90% of the reason I've been able to do what I do. It is a mentality. I hate the phrase, "Oh, it's all about ... I do mindset coaching." Like, okay, what does that mean? I don't understand that. To me, though, that is what that means. State control. That means something more important to me than mindset training. That's what I do, though. It's about how I react to the scenarios given to me. Very rarely do I ever have a great deck that is just given to me. I believe in luck, I just don't believe in chance. Does that make sense? Luck. Have you ever heard the quote, "Luck is where preparation meets opportunity?" I think that's how the phrase goes. I can't remember. "Luck is where preparations meets opportunity," or something like that. I believe in luck, I just don't believe in chance. I believe that if I work my absolute guts out, I will be ready for the opportunity that just kind of comes my way. And it will be handed to me because I've been running. I'm already in motion. Opportunity goes to those who are already in motion. It is so frustrating to try and coach individuals who are not in motion yet, and their main hurdle is for me to help them get in motion. Oh my gosh, that is a rough scenario. Oh, just be in motion. I don't even care if you're running the wrong direction. Just be moving, and you will find guidance as you move. It is so much easier to steer a moving canoe... Have you ever sat in a canoe before? I was in scouts. I got my Eagle Scout award. I went and did all this other stuff. It's a lot of fun, right? But paddling ... I've been in many canoes before where you're paddling, and if you're trying to just coast along with the river, it could be a little challenging, if you're moving at the speed of a very still river, to actually steer. It's way easier to steer when you're going somewhere. You control the speed, rather than try and drift. Drifting with the paddle is, like, worse than not having a paddle at all. You don't have a paddle. You've got ClickFunnels. You've got the best marketing out there. You've got the best of the best of the best. The only thing that's up to you is to start rowing. I don't care if you're going the wrong direction. So, the phrase is, "H!H! OO BAYBAY!" And you've got to say it like that, or I'm not handing you a flash drive. I'm excited for you to get there. I'm excited for you guys to feel the change if you want it to be there. You guys, understand that I had so much belief that if I just got in the room ... If I just got in the room, my life would change. That was my belief. It was that strong. That first event I ever got to when I did not have the discretionary income to actually pay for something like an event and I bootstrapped my way there. And because of that, it did change. And when I got hired at ClickFunnels, 20 minutes after my interview, they give a call, and they said, "Hey, you're hired. We want you to sit next to Russell," and I was like, "What?" I was trying to go for a sSupport position. I just wanted to be near where the action was. I was like, "Are you serious? Of course. You're gonna pay me to do that?" And I called my wife, and ... Years of struggling ... I was in motion. I was in motion, and that's why I feel like it came my way. I did not have all the answers, but I had enough to see the three steps in front of me. I knew where the peak was. I could not see anything in-between. And I called my wife, and I said, "Babe ..." I was trying not to cry, but I was also losing my voice because I was just yelling I was so excited. I was like, "Babe, our life just changed." I was driving the five hours back to where my family was. Less than a week later, we were living in Boise, Idaho. What I'm trying to say is ... I said, "Babe, the course of our life just changed. The outcome of where we were going to go, it's different now." If you choose it to be ... It's the reason I get so freaking pumped about Funnel Hacking LIVE. If you choose it to be, Funnel Hacking LIVE is that for you. It was for me. It is not a trite thing. It's not just another event. I will tell you from working there from my own experience that every individual who works at ClickFunnels is there to change the world. It's an active conversation. Unfortunately, that's an awkward conversation for most other places in the world. It is an active ... "How can we change the world?" Like, "What? Who talks like that?" Those in the ... Just like Steve Jobs said, "Those who are actually gonna try and change the world are the ones that actually do." And they are. It's the reason I get so pumped about it. They changed my world. They're changing everyone else's world. They're changing industries. That's why I get so pumped about it. People are like, "Man, you're a freak show about Funnel Hacking LIVE." Yeah I am. I get more pumped about it than Christmas, every other holiday. It literally is ... And it's because of what it can do for you. To be in a room with that many other millionaires, to be in a room with that amount of mental ... Top of the line stuff, you guys. And software. How often do you get the marketing education and technology blend in the same sitting? That's so freakishly rare it's ridiculous. You get both at Funnel Hacking LIVE. The top of the top, the best of the best. The who's who are all there. And if you're like, "Steve, I still don't have my ticket." Well, you've got, like, a week. Find a way and get there, and know that it has the power to change your life and put the course of your life on a different outcome based on how you react. So you come up to me. I've got ... There's two things on them. Number one, I'm gonna give you guys the event funnel. Some sweet training on there. I'm gonna give you guys ... There's a whole bunch of other stuff that I'm not gonna advertise, okay, that's really, really cool. I've got some extra little Easter eggs in there for you. But you walk up to me, and you give me the most interactive, "H!H! OO BAYBAY!," I will give one right back, so long as my voice is not completely gone, and let's take a picture. You post that up there. I will give you a flash drive. On your Facebook profile, and I will hand it off to you. Sound good? Alright guys, that is the prepare for Funnel Hacking LIVE plan. I would start going through. I would re-listen to any ... If you've got a Funnel Hacking LIVE ticket ... I know because I built the Members' Area, okay? When you got a Funnel Hacking LIVE ticket, you also got access to the 2015, 2016, and 2017 replays. I have been ... I'm almost done listening to all the replays again. Yes, I do listen to them all the time. I just reread 108 Split Tests. I am re-listening to tons of stuff. That's how I'm preparing, guys. Prepare. Put yourself in a state-control. Choose. Decide the outcome. Decide the outcome before you actually start the event. How crazy of an idea is that? That's what you can do with this. So, go out and start preparing. Re-listen to the past episodes. They came with your ticket this year, which is awesome. Go and actually start re-reading Expert Secrets. Re-read [inaudible 00:30:00] Secrets. Re-read 108 Split Tests. Go through the Funnel Hacker Cookbook. Go through those things, and start consuming that stuff. Get yourself in a state to receive. Most of you guys are coming to my Mastermind the day before. I'm very excited to have you guys. It's gonna be great. It's a small group. I'm excited it is. So, very, very excited to have you, though, and I am excited to meet you. Excited to meet you guys over there. Give a high five, brotherly hug, whatever. Give me a little state-controlled shout out. A little, "H!H! OO BAYBAY!" And we'll take a picture. You post it up there, and my thank you is a flash drive with the event funnel. The event funnel, as well as a whole bunch of other goodies that I'm just gonna toss on there for fun. I've only got, like 60 or 70 of them, so ... Anyways, thanks guys. I appreciate it. I know this was kind of a different styled episode, but you need to know why I get so pumped about it. Someone was laughing at me. They were like, "You get that excited about it?" I'm like, "Okay, let me tell you why. It's because I chose it to be and it's because I knew ... I believed that Russell knew how to get me to the next spot." Half of you guys are still trying to decide if this stuff works. Get past that freakishly stupid doubt, and go and just believe it. Take a chance. They're not paying me for this. They don't even know I'm doing it. I just know it works. Before I knew it worked, I had to believe that it worked. There's nothing that's gonna happen. I'm not gonna actually act unless there's just this little inkling that it could possibly actually work. You've gotta get there. Drop the other doubts. Choose the outcome before the event starts by your state-controlling self. Prepare like crazy. I've got some cool goodies for you. Come give a little state-controlled shout out, "H!H! OO BAYBAY!" And come on out and say hi. Let's take a picture, and I'll give you guys some sweet stuff as a thank you. And hopefully you guys can get out there and start crushing, as well. Alright guys, thanks so much. And I hope you guys enjoyed this episode. I certainly did. We'll talk to you later. Thanks for listening. Please remember to write 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

How can I "remove" my own salary from the biz expenses... Hey, what's going on everyone? This is Steve Larsen. You're listening to Sales Funnel Radio. I've got a sweet lesson for you today. 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 everyone? I am loving that new intro. Hopefully you're loving the purpose of this show and what I'm doing and what I'm trying to help you guys understand and see. I had a guy reach out to me once and said, "Stephen, I like listening to your stuff because," actually I've had a lot of people say this to me, "because you're not like massive, massive yet." I was like, "Yeah, I plan to be. I appreciate what you're saying." He's like, "Hopefully it's not offensive." I was like, "No, it's not offensive at all. I totally get it. I know exactly where I am. I'm not lying where I am. I know where I am and I'm owning it and that's fine." He's like, "You're not massive, massive, massive, massive." I was like, "Yeah, awesome, cool." He's like, "But it's cool about that, because I can relate more." I was like, "That's interesting. That's very interesting." Anyways, hopefully you guys are getting the same kind of value as that guy was saying. I'm trying to be very, very painfully transparent about what it is that I'm doing and why I'm doing what I'm doing. Hey, I told you guys I've been traveling quite a lot lately. There's an experience that happened as we got to one of the hotels we were staying at. I say we, I'm with my buddy Colton Woods. What's up buddy? Colton and I built, he and I built our first successful sales funnel together. My very first one in ClickFunnels was with Colton. We built a smartphone insurance funnel back in college and that story, if you guys ever heard the story about me hiding in the box office seats in the basketball stadium on campus, that was with him. I would sit and we'd look and we'd wait for all the security guards to look away and I'd toss my backpack through the window and then I would wait for them to turn again and then I would jump through the window. I would stay up there for literally all day and get homework done within a couple hours, but then spend literally the entire day studying marketing, building the business, building a small little agency, building the funnels for other companies while we were in the middle of college. First of all for ourselves, and a whole bunch of other people. It was a ton of fun and frankly I did that for about a year and a half, hiding up there. Anyway, so I was with Colton. Colton, he is taking the role, I'm super excited, the moons aligned, the suns came into align with each other and he and I are, he's moving out here actually and he's going to work with me full time, which I'm super stoked, guys. My little business officially has two employees now. What? We've got a bunch of freelancers, a lot of other people on the side, but as far as in here, with me in my office, I'm sure you guys will all get a chance to see him and meet with him. He's the man. I'm excited to have him. Anyway, so I was with him. That's why I'm saying we. Colton and I were out and we were walking into the next hotel, we've been traveling like crazy going all over the place, and I walked in and I turned around and I was like, you know, he and I were just, we were sharing a hotel room and keeping cost low as much as we can. There was this ... We walk into the hotel room and I turned around and I was like, "Dude, what can we do to give ourselves a raise right now?" The webinar's going great, we're fixing out the final tweaks. It's always probably going to be in that stage regardless. It's going well though, okay? We're doing some massive plays on it coming up here soon, and Colton's kind of handling the assistant/support/lots of different hats, running a lot of the business side while I go continue to build stuff and sell stuff. Which is awesome, because I can do the thing that I'm good at and he's extremely good at the other side, which is awesome, and I'm not good at that part. We complement each other well. I'll tell you guys more about him as we continue to go, but he's the man. Anyway, so I was like, "Dude, what can we do to give ourselves a raise right now?" He's like, "What do you mean?" I was like, "Well ..." I told him, we were sitting there and I was like, I remember listening to Russell once, I was talking to Russell once and I was like, "How can we do the Inner Circle?" One of the reasons why is just because the way it helps with the structure of his revenue of where things come in. I'm sure he's okay if I share this. He shares this all over the place. It's not the reason, okay, but one of the benefits for him having an Inner Circle and doing coaching was that he does not have to take ... It pays for his living expenses. I was like, that's clever. I started looking around at all these other gurus where their coaching platform is what pays for their living expenses while whatever the product makes, they can roll that money directly back on itself, which means they can spend a butt load of money in ads. They don't have to take profit from the product sales for quite some time. I was like, ah, that's very fascinating. What I've been doing is I was like, and I was telling Colton that story and I was like, "I want to do that. What is it that everyone wants from me right now? What is it that everyone wants from us?" He's like, "Dude, everyone wants you to coach them. Everyone wants you to look at their funnel. Everyone wants you to build them a funnel if you can." I was like, "Yeah. I can't build funnels for people right now. Focus on my own stuff, but coaching." Gosh, I love coaching. I love looking at people's funnels. What we decided to do, I was like, "What if we built the coaching?" I was speaking in 24 hours and I was like 90% ready. I was like, "What if we built an entire coaching program right now?" What we did, the only reason I'm trying to tell you guys this story is please observe the speed at which we did this. Okay? I went through and we decided like okay, how are we going to do it? I was like, "You know, I love Voxer Coaching because I'm not always available to talk on the phone, and we're not always going to match up. We might be on different sides of the world or whatever, but people are going to ask me questions over Voxer, and I love it." That's a sweet way to coach, and I love having a cool introductory session with people where I get to dive deep with them with the funnel. Anyway, so what I did is I said, "I would want like 10." He and I started crafting it together, like how many people are we going to have? I was like, "I only want like 10." I want to keep it small, especially while we kind of figure out the first pieces with it, stuff like that. I was like, cool, this is going to be awesome. I was like, cool, so what's the URL? We found a cool URL. Then we started planning it all out, and I was like, "I want to gauge some interest." Even though we're going to launch this thing in the next 24 hours, I was like, "What if I tried to treat this," okay, understand what I'm doing here, okay? I'm trying to pre-frame the market for what I'm about to drop on them so it doesn't feel like a cold drop, so it doesn't feel like this massive bludgeoning across the face like, "Oh, I was not expecting this at all." What I did is I put a post out there. I put the post out there and I put a post just on my major Facebook profile page, my main one, and a lot of you guys who are listening to this probably saw it. There's 144 comments on the thing within like 12 hours. It was ridiculous. It got shared. Anyways, a lot of likes and stuff like that, but what I asked was, I didn't want to say, "Hey, let me get you guys in a coaching program, because I know I can help." What I wanted to do though is I wanted to salt the oats a little. I wanted people to tell me that they wanted to get in. Does that make sense? I was trying to actively flip the sale. Right? Does that make sense? What I did is I kept it very, very light. In fact, I'm actually going to click over here. I'm in front of my computer right now. I'm actually going to go to Facebook and grab the exact words I said, because it was amazing at how well it worked. This is what I said. I said, "Sitting thinking, what do people wish I was delivering to them? Funnel coaching, anyone?" It was a question mark. That was it. It was all over the place. Guys, I've never had ... I was like, huh. There's something to be said about like, okay, you have to understand, this is me just being open about where I am in my business right now. There's a lot of people that want me to build the funnels for them right now. A lot of people. I'm honored and I would love to, it's super cool, but it's not what I'm focusing on right now. Right? My whole focus is to say no to everything else except for me making this webinar even more awesome. When it gets to a certain spot, I don't exactly know the certain spot, but I know I'll feel when it's time to take on something different. It can be automated and everything ... Does that make sense? I will feel it. I'm not feeling that yet. I don't know totally why. Probably because I feel like if I walk away, it will start to crumble. You know what I mean? It's not at a spot where it's completely self-sustaining yet, and so I'm not going to walk from that. Why would I bring on a different focus? Does that make sense? I'm like okay, well I can't do that. I was like, what do people want from me? Not need. I know what they need. What do they want from me, and is there a place where it fills the need at the same time? Colton and I, we were kind of like pacing around. I pace a lot when I think and talk a lot out loud. I swear if I was not sitting in front of my mic right now, I'd be pacing around the office over here. We were walking around and I was walking around just kind of feverishly, that's kind of how I work out ideas a lot of times. I was kind of feverishly just kind of walking around the hotel room and I was like, "Dude, what is it that people want? What do they want from me? What is it that everybody is asking?" Inadvertently, what are people saying as if I asked an ask campaign? I was like, it's coaching, man. Everyone's asking for the coaching piece. They want me to look at their funnels before they launch or right after they launch. I was like, huh. Do the same though. That's what I'm trying to get at. This is not me, me, me hour. I'm trying to help you. What is it that people are asking you for? You guys have heard me talk about the theory of, it's not a theory. It's called Duct Tape Marketing, I think it was called. I believe the phrase came from Duct Tape Marketing. I believe the phrase came from when people would buy a car off of the lot, this is before there were mirrors, you know what I mean? When people would buy a, meaning like a rear view mirror. When people would buy a car off the lot, salespeople and car dealerships would see people drive off the lot, pull the car over, and duct tape a mirror to the middle of their windshield facing backwards. Okay? Duct tape marketing. That was the market telling the dealerships what to make next. The user was literally telling them the next evolution of their product. Does that make sense? I hope that makes sense. What I was trying to do is trying to see where the duct tape marketing was, meaning, what are people asking me to do for them right now? What it is, I was like, funnels. They want me to see their funnels obviously, which for obvious reasons, okay? They want me to see what they've been building. They want me to double check it. They want a second pair of eyes. They want the emotional validation that yes, run some traffic, come back and let's talk again. What he and I decided to do is we would, like hey, let's build it. If that's what they're asking, let's build it. I was speaking to, it was the CEO of this company, I'm not going to say the name of it. I was speaking to the CEO of this company and I didn't know he was the CEO of this extremely successful company, and extremely wealthy individual, and I was sitting in a room with him. This was not long ago. I was sitting in a room with him and a bunch of other people and they said, and I was like, "Well yeah, I got to build it. I got to get X, Y and Z done." I can't remember exactly what I was talking about, but like unanimously around the room they were like, "If you build it, they will come." I started laughing. I was like, "Oh, man." I thought they were joking. I was like, "Yeah, that is the most false crap on the planet." I said that to the CEO. I was making fun of it, and then later I find out that that's actually the motto on some of their Facebook pages. I was like, are you serious? Anyway, so I was sitting there and it was like, "If you build it, they will come." You guys, funnel stacking is the only scenario where that's kind of true. The opportunities stack. Not funnel stacking. The opportunities stack. Opportunity switches. If you have no idea what I'm talking about, go read Expert Secrets, okay? Opportunity switches, if you build it they will come, is not true at all. Okay? Opportunity stacks though is one of the only scenarios where if you build it they will come, kind of works. Not even really that much, but it kind of works. You'll get a little bit of windfall. You know what I mean? I was thinking through if you build it they will come. I was like, that's so not true, but there's enough people that are already asking, that if I build it, they might actually just come. Meaning there might actually be a little bit of people jumping into the coaching program. That was kind of the logic I was going through, and he and I were talking this through. I was like, "Okay, cool." What we did is first of all, I salted the oats by dropping something out on my Facebook page. I don't really post that much on Facebook. I probably should do it more. I've had a love/hate relationship with Facebook. It's not for any particular reason, it's just, I don't know. I like Facebook, guys. Sometimes I just can't get into it, okay? Like with the frequency that I need to, which is why a lot of stuff is auto-posted and things like that. Anyway I was like, I'm just going to go post something out there and just say like, "Hey, sitting, thinking, what do people wish I was delivering to them?" I knew, but I just wanted to see if anyone resonated with this. I was like, "Funnel coaching, anyone?" Lots of comments. Holy crap. Lots and lots and lots of comments. I had over 145 comments on this thing. All over the place. Shares and people liking it, and I was like, I guess it didn't get shared too much, but anyway. What was cool about it was then I had the opportunity to treat it like an ask campaign. When people said, "Oh my gosh, yeah." I responded to every person who commented. Literally every person. I said, "Cool, what do you have in mind?" Or, "Cool, what would be most helpful?" Or, "Hey, awesome. Is there something that you wish I was delivering/helping with?" I kind of already had an idea, but everybody else came up with the offer for me. Does that make sense? I kind of already had an idea of what I wanted, but there were some particular very good, a few ideas that a few people said I was like, "Oh, that's a great idea. Let me toss that in." I basically created a stack. It was an unofficial stack. Maybe I should go create a more official stack with it, but it was basically a stack, meaning there was an offer with it. You get this main piece but what happens is you get this and you also get this and you also get this. I ended up creating somewhat of a stack, and spent the next couple hours putting the funnel together, tweaking stuff, putting a few things together, putting a few little ninja things in there. Building out the business side so that Colton could manage it while I continued to be the coach. Does that make sense? We built a little coaching funnel... With just that little post, we closed $15,000, which was awesome. And I know I can help them. Obviously they could too. This is like hot, hot, hot, hot, hot market. Okay? And we were at an event. I was speaking at an event. It was funny because there was a guy who ran up to me after I spoke and he's like, "How do I get your help with X, Y, and Z?" I closed him right there on it too. What I'm doing, there's really two things I wanted to bring out here with us. Ask like, okay, if you've been selling consistently inside of your market, is there an area that people are just begging you to be in, and you're like, "I don't know." Is there some kind of way that you could still kind of fulfill and deliver in there? Like I can't do funnel builds for people yet. I'm sure that time will come. It's my plan to, it's later on in the year. 2018, later on in the fall to kind of offer that kind of stuff. But for right now, I don't want to do that stuff. I'm staying totally focused. I don't want to do anything else but what I'm doing. Does that make sense? But I love coaching. Every Friday is already spent coaching. I've got no problem adding in another 10 of my own students. Anyway, so that was the thing. Then what I did is a little tiny mini ask campaign, after salting the oats with that Facebook post. Then I got a whole bunch of people who came on in and said, "Oh, that's awesome." Then really, really quickly we closed out ... Anyway. We closed out $15,000 with it, which was awesome. I was like, "I don't know if we'll take more. I don't know." Anyways. This is not me pitching. If you are interested, that's awesome. I made a whole bunch of cool outros for my new podcast intros and outros. You guys will hear about it. Awesome. That's be great, love to have you. This is not me pitching. I'm just trying to help you understand, sometimes there's just cash that's just in front of you and you just have to reach out and grab it. For your expertise, the thing that feels so easy to you it feels like you're breathing. Does that make sense? It's massive value to others and other people will pay for that. Does that make sense? I was talking to Jamie Smith, shout out to you, buddy. I'm like, "Hey man, how do I do X, Y, and Z?" In three seconds he's coded out some cool thing. I'm like, "Man, that is your expertise, bro." Good grief. Man, you're so good at that. That is clearly your thing. I don't even know where to start. Whatever their expertise is, is there some other aspect that people wish they could just give to you? The reason I chose coaching is because I wanted to move up on the value ladder first before going down on the value ladder. Before doing other cool low-end things, which is in the works, by the way. There's a really cool thing coming out, which should be done in probably like a month. Month or two, and very, very excited for that. It's freaking awesome. Anyway, I can't say any more. What I'm trying to do is I want to pay for living expenses so that I don't take cash away from the product. I want the product to be completely self-sustaining and then next I'm putting out little self-liquidating offer and I'm removing costs to the business. I'm removing costs to the product, right? The product has a margin, but the business has a margin too, obviously. I'm trying to remove my cost, my own employee status. I pay myself as an employee of my own business. How do I remove that cost from the business? Well I offer coaching, and I'm going to go through and now I easily pay for my salary and then as well as Colton's off of the coaching. I'm still able to deliver great ridiculous value, but keep all the cash from the product in the product and keep the ads rolling and spin faster. In my opinion, doing what I just did will speed this product off to making its own award much, much faster because of that one move because I'm going to be able to re-dump ads, all the profits directly back into ads again and just explode the thing. When I do add an SLO, when I do add a front-end offer, when I do add something a little bit in the back-end, the whole thing is completely self-sustaining and I can just crush it with that. Anyway, does this make sense? That's my new coaching program, and I was super stoked about it. Anyway, yeah. If you guys want to hear about it, it's in the outro that I'm going to toss out here. Feel free to dance a little bit. It's sweet music. Anyways guys, thanks so much for listening. Start looking too ... One of the things I'm nervous about saying all this stuff, I hope you don't take your eye off the balls and just build one funnel at a time. Don't take your eye off the ball, but when you get to a certain spot and you know that your offer's converting, you know your message is converting, you know you're finding the right individuals that you're actually pitching to, one of the easiest next steps is to start doing something a little more high ticket that can remove your payout from the cost of the business. That way the whole thing rolls on top of itself, and that's exactly what was screaming through my brain. All those thoughts, like boom, boom, wait I can do this, I can do this, and because of this, this could happen. Because of that, this can happen. Bam, bam, bam, bam, bam. I was like, "Oh, let's do it. Boom." Within 24 hours we launched the program, and it's freaking awesome... Anyway. Hey guys, thanks so much for listening. Hopefully you got some stuff out of that, some value out of that, and you can go out and apply that and get more ad spend out there. You should want to spend as much money as you possibly can to acquire customer so you will crush it. Alright guys, thanks so much. Talk to you later, and woo, Funnel Hacking Live, baby. That is coming up. Oh my gosh, I'm so excited. Oh, man. If you have any sway at all, you get yourself to Funnel Hacking Live. Even if you don't have a ticket yet, man, just find a way. Find a way. Alright guys, talk to you later. Bye. Hey, thanks for listening. The most common question I get is, "Steve, will you look at my funnel?" Of course. Whether you want me to coach you, give some hand-holding and guidance during your funnel build, or simply review the one you have, head over to CoachMeSteve.com and book your session now.Advertising Inquiries: https://redcircle.com/brands

My message to market to offer match... Hey, what's up everyone? This is Steve Larsen, and you're listening to Sale's Funnel Radio. I've spent the last four years learning from the most brilliant marketers today, and now I've left my 9:00-5:00 to take the plunge and build my million dollar business. The real questions 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 Sale's Funnel Radio... What's up, new intro! Hey, first off, just celebrating 100 thousand downloads. We've actually be past that for quite a while, just have not had the chance to create the new intro. I wrote this script while I was in the airport, I think two days ago, and I was like let's go do this, let's get it done. Anyways, hopefully you like that. I wanted to be more forward, and open, and purposeful about what this podcast is really all about, and why I do what I do. The first about 100 episodes were me just documenting the journey and lessons as I sat next to the man Russell Brunson, of course, right? After that though, I wanted to make a really strong point of this is what I did, when I did it, this is my adjustments as I saw what market was telling me to switch. This is the part of the business and part of the funnel I'm building here and there, but not until this point because of this and that. Do you know know what I mean? I'm trying to help you guys see what I'm doing and why I'm ding it. We certainly had a chance to build a lot of those kind of things for other entrepreneurs and such along the way, and finally I was like man, I see this pattern, it's the same pattern, regardless of the industry, I'm just going to go do it, and it's been working great. Anyway, it's been a ton of fun. Here's to 100 thousand downloads, and moving along, and me kind of documenting the journey as I keep going forward. It's been off to a great start, we're officially in the month of March, which is crazy. That's nuts... Anyway, hey, so this last week I was, I've traveling like a beast, guys. About two weeks ago I was in Vegas, last week I was in Dallas, and then I hope those of you that are coming to Funnel Hacking Live I'll get a chance to actually meet you. I got something cool. Stay tuned, I think next episode I'm going to drop something cool for you guys, for those of you who are actually coming to Funnel Hacking Live. Anyways, I was speaking last week, and I don't know what the deal is with when events get created, but I feel like they get the speakers in by saying there's going to be this many people, and getting people in events is like the hardest thing on planet earth. To get someone to buy something on the internet, that's a lot easier, because, I mean, you're either having to ship something to their house, they don't have to change anything in their plans, or it's literally an info product, and you're just giving access to them, or some coaching, but an event? They got to take time out of their life. They're going to plan a flight, they're going to plan hotel rooms, they're going to plan how to get from the airport to the hotel, they're going to plan, does this make sense? What are they going to eat, what are they going to wear? They got to pack a bag? They got to make arrangements. Besides the fact you're going to sell them the actual ticket, like it's pretty incredible to watch how people, but you can really see who the amazing, amazing individual marketers are based on the events that they're putting, on which is Russell Brunson's No Different, it's freaking huge. It's amazing, it's bar none the best marketing event that is in there, that is out there. In my very humble, but straight forward opinion, and correct opinion. Anyway, this last event I was speaking at was awesome. There was supposed to be 2000 people, there was only 1000 people, which is still a lot of people, and that was a lot, which is great. I had a lot of fun, but I was expecting more. Anyway, a lot of fun though. In the evening time I went and I spoke, and I got to go to dinner with some friends that were there, and one of the people asked me a question. They said, "Steven, how do you really come up with all this podcast material? Where do you see yourself in five years? What are you going to be saying?" This is one of the major concerns that I feel like people get when they start considering publishing regularly, right? I had the same concern. The concern was what the heck do you say? Especially after I can come up with a few different episode ideas, but after a while I don't know what to be saying anymore. You know what I mean? I totally get it. I went through the exact same predicament. Whereas I don't even know, what am I going to say in episode 97? What about episode 140? What am I going to say when I'm at episode 1000? Oh, my gosh, right? I will tell you that I don't care at all until I'm at episode 96 is over. Until 139 is over, until 9999 is over. Okay? There are times, though, I've don't that six part series where I went through and deep dived with other experts in their funnels. There is times where there is a lot of planning involved with it, but I started just talking very openly about how I do my shows, and I just wanted to drop this little tiny thing onto you, and help you understand how. I feel like this is one talent and skill that has served in many areas, and I know is one of the major reasons why I've been speaking more. I know is one of the reasons why I've been able to go out and even do Russell's fad events, it's because of podcasting. I was talking to them, and I was like, "Well, here's the thing that a lot of people don't realize, is that you're learning with me. Okay, we're learning at the same time, I'm just telling you what I'm learning." How many of you guys are learning something new probably every day? Right, everybody. Everybody is. Are you telling anyone about it? One of the major things that I did in college, I know one of the major reasons why I started getting straight A's, I do believe ... You guys know that I am very religious, I believe in God, and I don't live perfectly, but I try to live the best I can. I know that for me I did really, really, really well in school. A lot of that was divine intervention, there is not a doubt in my mind. But a lot of it had to do with my own action, obviously, all of it. None of it happens without my own action, and one of the habits that I started creating for myself is that every time I came back from a class in college, this is very key, listen to this, this is, it's the same pattern for how I come up with stuff in my podcast. Every time, most times I should say, as often as I could, one of the things I actively did was whatever I learned in class that day that was exciting, that was interesting, that was prolific, that was amazing, that was something I wanted to remember, I made it a point to teach it to somebody else as quickly as I could. The moment I was done learning whatever, whether it was stuff I was studying on my own, or stuff that was in a class, or something I was building a funnel for another business, in college, that's where I developed that pattern, I developed that habit. When I learned something that is incredible, when I learned something that is like, oh, my gosh, like that really helped me here, here, and here. Right? I teach it to somebody as fast as I can. I find somebody. I have even taught random people. I know that sounds stupid and weird, but I have literally, I've done it before, or I'll send a message to somebody and be like, "I know you're thinking about this at all, I just learned something cool, I just wanted to share," because frankly it's to be selfish. I want to share it with you, but I also want to make sure I remember it, and I will teach them what I just learned. I do over and over and over and over and over... What's cool about it is it's almost like you guys have seen The Five Minute Journal? I can't remember who it's by, but it's the five minute journal, and who is by actually? I can't remember ... Anyway. The five minute journal goes through and it makes you look at your day, it makes you go back and look, and kind of debrief. I can't think of the other word for it. Assess, take accountability for the things that you did in your day, and the things that you learned, and what was amazing, what was bad, how you're going to change it, how you're going to react. I try and treat this show like that. Does that make sense? When something amazing it going on in my life and I'm like oh, my gosh, that's crazy cool. I got to share that. Right? Then it becomes very, very easy for me to continually have podcast material. I don't know what two episodes from now is going to be, but I know it will be amazing, because I thought it was amazing, and because I get excited about it, because I'm obsessed about funnels and marketing it's going to be easy for me to talk about it, and it's going to be easy for me to tell a story around it. Does that make sense? You've got to develop this talent, this habit, okay? What was super cool was I was able to use very, very heavily when I was speaking this last weekend. I've shared with a few other people as well, so if you've heard this, I'm sorry, but I went through and I was on stage and I could tell very, very quickly that the stories that I was telling, I wasn't allowed to pitch, but I took the first half of my webinar script and I just took out the pitch and I pretty much did the exact same script. I still broke and rebuilt their belief patterns, and I know it worked because a ton of people came up afterwards. Actually, it's kind of funny, for the first 24 hours not a lot of people came up. For the second 24 hours I feel like it all hit their brains and they're like, wait a second, I get it. The next day it was like floods of people. I've never had that happened before, it was funny. I was like awe, cool. Anyway, I could tell I was speaking, I wasn't pitching, but I was definitely selling, I'm always selling. I'm selling through stories, very crafted stories to help break and rebuild the way they see the world and whats actually possible, you know what I mean? You obviously can use that for very bad things, but anyway. I was speaking though, and I was I could feel that the room, like a third to a half of the room was not with me. Because I've been practicing this as frequently as I have, right? I have an entire separate podcast show. We're at episode 60-something now, right? I'm about to cross 200 episodes of doing this, let alone the different events, let alone the different places I've spoken or taught, let alone the different coaching sessions. Pretty much all of Friday for me is coaching. My entire Friday, every week, I just coach 100s of people. I mean, it's the entire day. I've been doing for that over a year now, and I've had a lot of practice at it. When I was up there and I could feel that part of the room was not with me, because their eyes went down. They got distracted by what was on the table in front of them. I wasn't getting any more like oh, ah, like you would at Fourth of July, you know what I mean? I was able to see, I was a able to sense it. I don't know what it is guys, it's a sixth sense. You will develop it if you do what I'm telling and just start publishing, you will develop it. It will not happen for awhile, but you will develop it. I could feel that part of the room wasn't with me. One of the challenges that you have as an entrepreneur, one of the challenges that I run into, that everyone runs into. I'm no exception on the rule in this, when you've got a product that kicks butt, I know that the webinar that I'm selling, that the product that I'm selling right now, it's amazing. I know it's the best one that's out there right now. I know that there is nothing out there that it like it. I know that I am the only one that delivers it how I do with the most value. I am confident in that, but that's not what sells stuff, the message is what sells it. The sales message is a different thing than the actual product. It's the reason you can start selling without the product actually being done. I've been obsessing over the sales message. I've just barely finished the product that I've been selling, which is awesome. It's such a good feeling ... Anyway, what I've been doing is I've been going and I've been selling, selling, selling, selling. Selling like crazy, and when you have a product that's, follow with me. I know I'm kind of stumbling, but follow with me, I've got 15 billion thoughts all over the place. I'm trying to follow it and grab it. When you've got all these different ... Sorry, when you've got this amazing product, okay, I'm sure all of you guys have an amazing product, so why isn't literally everyone on the planet running out to buy it? I know we've already talked about sales message is what sells the product, however, there comes a point when you don't need to be tweaking as much of the sales message anymore as much as you need to be tweaking who's hearing it. Does that make sense? I know we've all heard the phrase, "Message to market match." 100%, totally with that, totally agree with that, obviously. I think one of the dangers we will fall into through as funnel hackers is we will continue to change, after awhile, I'm not saying not to, but change your product, change the sales message, tweak, tweak, tweak, tweak, tweak. I'm getting it to a point now with the level of obsession that I've been at, where I feel like it's not going to be so much tweaking the sales message anymore that's going to be doing it, I think I could shorten the sales message for my webinar right now. I think I could shorten it. I think it's a little long, but the actual message, I think it's spot on. I think my offer, there is a few things I could add to it to turn up the sexy just a little bit, and I think I know what they're going to be, but the next piece if really changing who is hearing it, right? Who I'm dropping it front of. Steven, why are you on this random rabbit, squirrel that's over on the side? You're talking about being on stage. Okay, here's why. I was on stage, and I was telling you that about half through I could tell they were with me, they were getting it, they were like, oh, my gosh. Remember I was pitching to MLM-ers. If you're not in MLM, that's fine. I'm just telling who I was speaking with, and I was speaking with them, there's 1000 people there, I show them the funnel stuff, and a lot of them have never seen this before, and they're like, "Holy crap." About half of them were freaking out, they were like, "Good grief, that's what you just did?" I was like, "Yeah, what's up? I don't know any of you guys, you all know each other though." Anyways, it was really cool. About the other half, though, weren't with me. From that I had two options. This decision happened in my head very quickly while I was up there. They gave me a tight 45 minutes to be up there and be speaking. I had a very tight timeline, and ... That was really fast for what I did up there. I had two options, through. Option number one was to just say, you know what? It's fine. If you don't resonate with what I'm saying you're not probably a good fit for this anyway. Does that makes sense? I wouldn't say that, but that would be my reasoning, but like you didn't resonate, that's fine. That's okay. You didn't resonate with the stories, you didn't resonate with the sales message, even though I'm not pitching, I'm definitely selling, and you didn't resonate, that's fine... Number two, though, the second option I have is the one I took, which was to grab another story that I have been practicing, because of all the publishing, because of the podcasts, because of all the stuff, I developed, right, that little sixth sense that I'm talking about and grab another story from my Quiver... Grab another story, grab another arrow from my Quiver and launch that story out there that I think fits who I saw who was also in the room. I was like, "Man, I didn't realize there would be this many of this kinds of demographic. This kind of psychographic, this kind of belief pattern. I didn't realize, I wish I would have known that before. Do you know what I mean? Your ability to adapt on the fly like that will very much depend on how much you've been publishing, how much you've been practicing telling the story. The first option I had was okay, that's fine. You didn't resonate with my message, that's cool. I think a lot to when I automate the webinar that that will be my reasoning, hey, look, you didn't resonate, that's fine, but I have a second option, which is the benefit of doing live webinars, which is the benefit of feeling like live is you get to feel that sixth sense, and you get to go out and you get to say, hey, look, let me launch this other story. Let me grab another arrow from my Quiver, and shoot it out there, and go is that going to stick? And it did, and I was able to grab a hug other portion of the room and it resonated with them. Does that make sense? I know I'm kind of all over the place with this, but I hope you understand what I'm saying. This is all very very connected. Your ability to tell story, do it repeatedly, have a lot of stories in your Quiver, and being able to sense when to grab. They're like weapons guys, you grab another story, boom, and you launch it out. You grab a different story, boom, you launch it out there, you're like oh, man, that one didn't hit. Boom, that one hit. I can tell, I'm reading their body language, they're jumping all over the place, they're clapping, they're screaming, whatever. The equivalence of that online, during a webinar, whatever... If you're not getting a lot of that feedback when you're selling your product it might be very well possible that they're not feeling that. You have two options, number one is to say, that's fine, and you just keep finding people that resonate with your current message. Number two, launch a second story and shoot it out there. Launch a second story, see if it sticks, and be like oh, that one didn't stick, boom, and you launch another one, and you launch another one, and you launch another one, and your ability to do it quickly will very much effect how well the rest of your funnel performs. Anyway, does that make sense? That was kind of long, roundabout way of saying all this guys, but I hope that makes sense, what I'm saying here. This was a pretty powerful thing for me to go through. I've done it on very micro scales, where there's maybe up to 60 people in a room. I've done that many times, where I can sense it, I can feel it in the room and be like they're not getting it, or be like you know what? Let's come up with a brand new analogy on the fly, or let's use one of their business, okay, let me weave a story in between there to help break and rebuild beliefs there. Your ability to tell story is marketing, and it is selling. I'm sorry, is marketing, not selling, it's face-to-face. Anyway, I hope that make sense, and I want you to, the takeaway from this episode ... I feel like I've been all over the place a little bit with these last few episodes, but I'm trying to distill down the things that I'm noticing. It's like I think we all have the bricks, what I'm trying to do is help you fill in the mortar, you know what I mean? The glue between them, and figure out how to do that stuff. Anyways, I'm trying to help you understand that the takeaway from this is that you have got to write out storylines of what's happening inside your life. You've got to. If you've got the gumption, which I hope that, if you don't have it, learn it. Just start publishing. Start publishing those storylines, and as you do it, I don't know somewhere around episode 30-ish, I started finding my voice. Then something else happened around episode 90. I don't know I've heard it from a lot of you guys, you felt it as well. There was this extra amount of, I don't know, glaze that my voice gained as I published. It was like this extra sizzle, and I think it was part of that sixth sense that started coming in... As I would start to say stuff it was almost like I would hear the audience reply with something, with the false believe that they were hearing, that they were giving up as an excuse, and I'd have a chance to react back and forth, boom, boom, boom, boom, back and forth, back and forth, as if you were in the room with me while I was doing these podcasts. Does that make sense? I hope that you're understanding what I'm saying here with this. This is super, super, super, super, powerful. I know I pound the story, I tell you guys get good at story, but the applications for it are all over the place. It's not just in publishing, not just in selling, but the ability to adapt on the fly. The ability to get new markets in, when Russell tells the story about, "Hey, I couldn't figure out how to sell Click Phones for awhile." He had to change the story. That's the major thing. When he changed the story and the offer, and he's tweaking it back and forth, boom, boom, back and forth, back and forth, which offer matches the story that I'm telling, that matches the person that's hearing it. It's really this three part series, right? Who's hearing it, what's the story that they're hearing, and you got to craft that, and then what's the offer? Then when you match those three together, that's where the magic happens. What I was feeling on the stage was the person who was in the room was not the person I was anticipating. Crap, my story's not right, which means my offer, even though I wasn't actually pitching, I was certainly selling though, I was still breaking and rebuilding the way they saw the world, wasn't correct. There was a mismatch. I felt the mismatch. It was like this three part mismatch. I got to come up with another way to say that. It's message to market match, yeah, but there is something, it's deeper than that. It was the thing that I start knowing, and feeling, and sensing, and I hope that you understand what I'm dropping out there with this, and start feeling that. Start asking yourself, okay, who am I actually doing the selling to? What's the story I'm using to gain their attention and break and rebuild their beliefs? Then number three, what's the offer? Where do I feel like that weak spot is? If you don't know what the weak spot is you are not pitching frequently enough. I'm telling you around episode 85-90ish, okay, that was a long time, that's when I started feeling it. You have got to have frequency with this thing. Frequency is far more important, in my opinion, than perfection in every single thing you say. I say too many ums, I say too many ahhs, I'm practicing storytelling, I'm practicing is ... Anyway hopefully this has been helpful to you guys. You know what? You might actually have an amazing offer, and my gut feeling is that you probably do, you probably know that it is amazing, and if you don't know that, get there. Okay? Oh, it's amazing! It's so cool! It's the best thing on the planet. I know I can defend it to death. You know what I mean? If you got that, boom, done, boom. My offer is there, there is a few more things I got to toss in there to make it extra sexy, in terms of my fast action bonus, but the offer, done. Okay, next piece. Message. What are my stories? My stories are set, my stories are freaking awesome. I know they're great, I feel it. Then what's the next thing though? It's who is hearing it, and I think I'm speaking to about half the people that I'm supposed to. I think the other half that are coming in, they're not going to resonate with my story, so number one, whatever, or number two fire a different story. That's the next piece I'm trying to figure out when it comes to my webinar funnel. That was a very long message, and hopefully it made sense, and hopefully you can see how it applies to what it is that you're doing, and think of it in these three stages, and as I've done that it's simplified, the entire process for me. It's all very much interconnected, it's all very much, and you will not do it without mat time. You will not do it without podcasting, or whatever it is. Publishing in general, you will not develop that kind of sixth sense without actively seeking to. It will just kind of happen one day you'll be like oh, crap. I felt, that was weird, you know? It's kind of cool when it happens though. All right guys, thanks so much for listening, I appreciate it. I've developed a whole bunch of other cool outros, and maybe I'll talk about that in the next episode coming up and why I did that. Anyways, thanks so much. Talk to you later. Bye. Hey, thanks for listening! Please, remember to rate and subscribe. Got a question you want answered live on the show? Head over to SalesFunnelRadio.com, and ask your question now.Advertising Inquiries: https://redcircle.com/brands

Click above to listen in iTunes... Crazy, I've never had to thing about this stuff before. WOO!!! Hey. What's going on everyone? It's Steve Larsen. You're listening to Sales Funnel Radio. Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business, using today's best internet sales funnels. Now, here's your host, Steve Larsen. How you guys doing? Have you guys ever seen those oxygen restriction masks? Those things are nuts. I bought one. This morning I went on this run and it was so much harder than I ever anticipated it being. I used to backpack a lot. I know I talked about that a couple times. When I was backpacking there was this time we climbed Pikes Peak. If you know what that is, it's very famous mountain in Colorado. It's funny because there's a tram that takes you up to the top. It's above 14,000 feet. When you get that high, I mean, walking just takes the breath out of you. It feels like you're exercising when you're just walking. We climbed it though. We started super early in the morning, we start climbing up this thing. It's so funny, when you start getting above tree line, which is usually around 11,000 feet, meaning it's so high that trees can't grow anymore, so it's above tree line, you start getting really deliberate in the steps that you take. It was funny because ... That was a very challenging hike actually. I liked it a lot. It was funny because, I started feeling like that this morning when I just put this mask on. If I run down to the street light, that's just a street light and back, that's two miles. Almost on the dot...  It's funny it took me an extra five, ten minutes than it normally would because I was just sucking wind. I even had it on the lowest setting. I was like, "Good grief." I forgot my high altitude lungs are just gone. Anyway. Anyway. Hey, I've been listening to and re-listening to all of the old funnel hacking live speeches. All of them. It's been a lot of fun. I'm almost done with the 2016 replays. I'll go back to the 2015 replays soon, then I'll go to 2017. I don't really know why I started in that order but I did. It's been a lot of fun to go back through and do that. It's fascinating to remember, "Oh yeah, remember when I had that aha, that was at this event here. Or I remember this personal development growth piece, this happened here or there or whatever." What's interesting is to go back and listen to all the things and I'm like, "How come I never heard them say that the first time?" Right? I think it's the reason why, I mean, my two year old and my four year old I still have to say the same things to them over and over and over again. "Hey, stop hitting your sister. Hey, be nice. Hey, be nice. Hey, hey, hey." You know what I mean? It's just human nature we all have to hear things a million times before we actually hear it. Which I think is kind of fascinating when you think of it like that. That's why I always laugh when someone's like, "I already read the book Expert Secrets." I'm like, "That is one of the most core marketing books that is in existence today. You've only read it once?" Right? I just re-read 108 Split Tests. I did. Okay? Why? Because there's all these things that you continue to get from it over and over and over again. Right? When they are the classics, when they're the things that change the way a market behaves, why would you not study them like crazy? Right? I listen to an awesome course. It's by Perry Belcher. If you can't handle swearing don't listen to it. It's by Perry Belcher and it's ... Oh my gosh. Is it the Secret Selling System? I think that's what it is. That course is freaking amazing. It's like 18 hours but that is fantastic. I'm going to go back and re-listen to that here shortly I think 'cause man that was incredible. Anyway. I keep going back to the greats. I keep going back ... What's funny is that there's so much new material around me at all times that I have not even begun to dive into because I feel like I've not mastered some of the simple things that are right in front of me. Do you know what I mean? I only like to learn things for a purpose. Even all the DISC tests and all the 16 personalities tests, all that stuff, that even says so in there. Right? I only like to listen and learn and study from things that I will use right now. I am not a good general learner, which has turned out to be a big blessing because I don't get distracted by all this other garbage that frankly it doesn't matter that I'm on or not. Right? Anyway. One of the things I was picking up today and I was kind of refreshing my mind on was a book that I read in college. It's funny when you read things the first time and when you're brand new ... Not brand new. When you're not as experienced in an industry and you start reading the books from that industry, it's funny how the first few books or courses you take is just like mind blowing. You're like, "Oh my gosh. Oh my gosh that's so crazy. What? You automate your emails out and to think all the soap opera series?" Right, that's like the most basic thing on the planet. Right? Especially for our world and what we do right? So, what I think is interesting about this is I went through and I picked up this book that I read in college and at the time I was like, "It was really good. I really enjoyed the first half of it." It's a book called Visionary Business by Mark Allen. I'll be honest. The first half of the book I got some good things from it. The second half got a little weird. It was talking about how the business has a soul and stuff like that. I was like, "Ah, I don't know about that." That business has a value ladder. That business has a really cool offer. Right? A sexy offer. Some false beliefs. I don't think it has a soul. Anyway. I don't know, maybe I'm just not open minded enough or something like that. I don't know. It's fascinating though, 'cause one of the realizations I had, and this is where I'm trying to take this episode just so you know, one of the realizations that I had as I ... It was probably about three or four years ago, was that I was studying areas of business that did not apply to where I was at the time. Okay? I know I've talked about this before as well, right? Just in time learning, stuff like that. I believe it's good in phases. You know what I mean? Every once in a while you got to just drink deeply and I can tell. I can tell. I'm not exactly sure when but I can tell that sometime soon I'm going to go through a really, really, really deep learning phase and it's going to be me primarily focusing on the seven to eight figure area. I think that my webinar's going to hit a million bucks probably summer to the latter part of the year. Somewhere in there. I think that's when I'll hit it. Then, primarily where I've been focusing is the zero to one figure area, right? 'Cause that's where my personal thing is on right now. While I've made a million bucks for a lot of other people many times, this one of my own, that's what I've been focusing on obviously. What I realized though is three, four years ago I was studying these areas of business that I was not in. It was just general learning and therefore I was a distraction and I was literally getting nowhere. It's fascinating 'cause I picked this book up again this morning, Visionary Business, and I start looking through the book and I start reading through it again. I was looking at just ... My habit is that if something's really, really amazing I will fold the bottom corner of the page so next time I pick the book back up again I'll look at the key points. If you look at all my books that's one of the reasons it takes me so long to read them, but the reason why is because I can come back later and I just look at all the corners of the pages that are folded up on the bottom and I can read just that part again. I'm like, "Oh yeah, that was like the core thing of this part. Oh yeah, that was like the core idea of this one." Right? I can pick back up really quickly and refresh what I need to. It works well. Anyways. I was doing that and I picked up Visionary Business and I started looking through and I was looking through all the little turned up corners on the bottom page and it was fascinating because there's some really interesting ... I liked some of the key parts that it teaches about management. I don't know why the heck I was studying management when I had no one to manage. Right? You know, I saw it, just barely launched the hiring funnel. Thank you to those of you guys who are applying. I appreciate that a lot actually. Those of you guys who want to work with me, that really means a lot. If you did not hear that episode it's like two episodes before this one it's called My Hiring Funnel. You can back up and just listen to those. Anyway. Awesome stuff... I was looking this up again and there's these two different styles of management that it goes through. This is what it says. Okay? It was on page 68. It says, "There are two styles of management. Management by crisis, and management by goals. Those caught in the management by crisis trap are always working in the business and never have time to work on the business. Their vision of the future is lost." I think that's fascinating. It's very much a ... You know, we should all react to crisis obviously well and try and move on but I totally understand, I totally get that. Right? Management by crisis, management by crisis. Right? Oh my gosh. We're going to have this bad thing happen and this bad thing happen and this bad thing will happen. You almost bring to fruition your fears, rather than focusing on what the goals are and that's what you bring to fruition. Right? That's what you should actually bring to the present now and actually make happen... I thought that was kind of interesting. The only reason I'm bringing this up is because I'm hiring people now. Right? I have actual employees. Number one, I'm an actual employee of my own business. That's how we structured it. Pretty soon my wife probably will be also and things like that, and that's great. But I have an actual employee now. You know? Now I look at this and I'm like, "Management by crisis. Huh." I've had a ton of VA's, right? But this is my first real employee. W2 employee. Actual employee, right? I'm excited. It's going to be so fun, right? He's not starting for a little bit here but I'm super excited to have him. You guys will all know who he is. I'll introduce him. He's the man. I wouldn't have hired him otherwise obviously. We actually have quite the history together, which is kind of cool. It's funny that that's how that's turning out. We're getting back together, getting the band back together man it's going to be awesome... Anyway. It's going to be a lot of fun. What I'm doing though is I'm looking through and I'm thinking management by crisis. That's fascinating. How do I avoid a management by crisis scenario and instead, how do I manage by vision, by goals, right? Obviously there's times for both. But how do I primarily stay in the management by goals area? Anyway. I thought that was kind of interesting. I can't remember, I was at a fad event or I don't know, I was coaching someone I can't remember who it was but they were asking, "How do I find good people? How do I find good people?" I know I talked about this a little bit in the hiring episode but this is the phase I'm in so I'm just kind of documenting my stuff as I'm going through here, right? Anyway. It was fascinating 'cause I was watching Russell and I was listening to Russell and he said, "Hey, I always hire from within." That's what he said that time when ... I mean, he sent out a whole bunch of emails. I've watched him do a lot of things like that where he hires from within. He hires from within the culture, which is why it's important to build it. Right? Expert Secrets talks about that. You build the culture. As you're building the culture you're actually having these true believers come out of the woodwork. Right? Me. Right? It's safe to say that I'm a click funnels fanatic. People know that and he knows that and everyone knows that and that's fine and they should. It's great. But his ability to create culture is what allowed him to hire from within and that's what I'm trying to say is start thinking through hey what's your management style and things like that, but so much of it will already be dictated by how your culture has been set. Right? Russell had to spend zero time indoctrinating me. When he hired me. He had to spend zero time teaching me click funnels. Zero time. You know what I mean? It's because I was so into it already. That's all I've been doing is looking for the individuals who are so into what I do. Right? I always say, you guys are going to get like 10% of the people who follow you to just be like the fanatics. The people that are crazy, right? I'm sure I'll throw some kind of event. I'm sure I'll throw some kind of my own inner circle summit or some kind of coaching. Something in the future of my own, right? It'll be 10% of you that are really, really, really Steve Larson fanatics and would love to come hang out, and would love to learn the next piece, and would love to ... That's exactly what happened at the last Mastermind that we through, right? That's exactly it. You have to understand that's the natural progression but I did not worry about that or focus on it until now. Right? Meaning I've been building the culture. I've been building all that stuff but I'm not studying management til I need it. Right? Then again, I'm not even really studying it because they're already indoctrinated into what my vision is. Right? I want to change the world. I don't exactly know how yet but I know I do. Right? It took me a long time to have the cojones to say that kind of thing. I always thought that was kind of weird, like, "Oh yeah I want to change the world ha ha ha. Oh ha ha." Right? I don't know why I was always timid about saying that kind of thing but not anymore. Right? I'm trying to find other individuals who are also like that. It's been kind of fun because I know those of you guys that have been applying to work with me, whether as a funnel builder, an assistant, a support person, a high ticket salesman, you understand where I'm trying to drive the ship. That's the benefit of doing it that way, which is kind of fun. It's really fun actually. Anyways. That's all I really want to say in this episode. Start building culture because when it comes time to actually hire, you've got to be able to have that culture that's already there so that you can hire from people who are already indoctrinated. Anyway. There's another cool quote, I was looking at another one of the turned pages in this book Visionary Business. Again, I really like the first half of this book. The second half for me got a little woo woo. I don't mind woo woo but in a business? There's nothing innately spiritual in my business itself. My logo is not speaking to me, you know? I'm the one driving it. You know what I mean? If anything it's the woo woo in me. Anyway. We can go on a whole other topic there. I'm going to pack up. This last half of the book was a little bit weird for me but it was on page 92 about halfway down, it says, "Hire people who are passionate about their jobs and who have the suitable personality for the job. Hire a technician for a technician's job and a manager for a manager's job." I think that's so true. Gosh, that's so true. Understand what you are innately geared to do and it's one of the reasons why I have people take the DISC test. It's one of the reasons why I have people take that 16 personalities test, why I have them film a video. If you can't film a video and put it on YouTube and give me the link, you are already not suited to work with my stuff. You know what I mean? That makes sense. I know you all know to do that but that's the reason why I do that. Anyway. It's been kind of fun to go through that and start looking at these different management styles, make sure I'm not managing by crisis. Make sure I'm managing through goals. It's like, "Hey, let's go here. Let's drive there." I'm trying to do it in a way where I'm not babysitting. Right? Not that I need to. Not that I'm going to have to with this guy. He's the man. I know I'm not going to have to. Right? He's the man. But you know when you were growing up, I'm sure we all did this to a degree. We're all growing up, mom and dad give you a task right? Or whoever. Your guardian, whatever it was. Whenever you were younger somebody gave you a task. It could be a teacher, right? You were given a task. The moment that individual walked away you had such a less fire in the gut to get that activity done. Right? Same thing when I was in the army you guys, which by the way I'm finally finishing up the paperwork. I'll be out of the army here very shortly, which is very, very exciting actually. But anyway. In the army, right? A commander or a first sergeant or someone of authority would come up and give some kind of task and everyone would be like, "Roger. Oh yeah, I'll get it done." As soon as they leave sometimes it'd be like, "Oh, okay we have like three hours to do that thing. We really need like 30 minutes. Okay, well we're all just going to hangout for a little while and [inaudible 00:16:14]." Right? Then that person comes back and everyone acts busy again. Right? That's not the management style or scenario or culture that you want inside your business. Right? What's so awesome is the people that I'm hiring, especially this guy, I'm so excited for him to come in because I already know that his culture and my culture together match and mix and we do well. I am not babysitting. I am not managing by crisis. I am not managing as a babysitter. Right? I'm setting the goals, I'm saying, "Let's do this. Let's do this over here. Let's take that mountain. Let's do it." I don't have to be in the room for those things to be done. I'm so thankful for that because I can quote so many jobs and I'm sure you can as well, where that was the culture. Where as soon as the individual left, right? As soon as the individual left nothing happened. Nothing happened. That was management by force. Right? Management by crisis. Terrible management style to be a part of that. Anyway. Those are the things kind of going through my head with this and hopefully that's helpful somehow. Understand, again, I didn't worry about any of this stuff until I needed it. I don't know if worry is the right word either but I'm not concerning myself with it until I need it. I really don't need it that hard anyway because the people that I'm hiring and bringing on are already indoctrinated. I think it almost negates some of the things that are in this book is also kind of what I'm saying. You don't have to do all those pieces so deeply. Right? That a lot of these other management books will talk when you have a strong culture in the business and when you hire from within. That's the main key. That's all I'm trying to say in this. It's kind of a long winded way to say it but anyways guys. Hopefully that's helpful. Thanks so much for being a listener and we are well past 100,000 downloads now. I just have not had time to actually go and create the new intro music, which I'm very excited to do. There's something special with it that I'm trying to put in it so anyway, it will be done hopefully shortly. Alright guys, talk to you later. Bye. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best interest sales funnels for free? Go to salesfunnelbroker.com/freefunnels to download your prebuilt sales funnel today.Advertising Inquiries: https://redcircle.com/brands

Take stories about you and craft them to the market you're selling to... Hey, what's going on everyone? It's Steve Larsen. You're listening to the Sales Funnel Radio. Welcome to Sales Funnel Radio where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. Now, here's your host, Steve Larsen. Hey, guys. What's up? Hey, I am going to a lot of events right now. I have an event every other week for the next almost two or three months. That's a lot of travel that's coming up. Some of them, I'm going just to go, and some of them, I'm going because I'm funnel hacking actually. What I'm trying to do, I was talking to Russell about this, with him in his office the other day, and I was like, "Yeah. You know what's funny is I've spoken a lot in smaller groups. I've spoken several times in bigger groups." A lot of people don't know I was actually a singer in high school and in college a lot. I sang in bands. I sang in choirs. I was in musicals. So I mean, the most I ever sang in front of is probably 40,000 people. That was fun. I've done that a couple times actually. I actually really enjoy that part of it. Anyway. What I was telling him is that I haven't really done a lot of speaking in front of more than a couple thousand. Right? So what I'm doing is I've done a lot of speaking in front of a smaller audience, and I'm learning how to control the room. You know what I mean? It's been a lot of fun to go through and do that. I've had a ton of fun with it. Okay? I'm learning to control the room. I'm learning how to make everyone sway the way I want them to. It's been a lot of fun. What I want to do is I want to go, and I want to watch big guys, right, the Russell Brunson's of the world, right, the Grant Cardone's. I want to watch them and how they interact with a room. I want to watch how they interact. I'm really pumped about it. So I've been going around to these different events and watching. It's fascinating to watch the different experiences, I guess, experience the different ways that they interact with the room. Big guys in front of big rooms. It's been a lot of fun. I've actually really, really enjoyed it, and gained a lot of things from it. So I'm sitting here, and I'm speaking next week in front of 2,500 people. I'm super pumped, you guys. Oh my gosh, it's so cool. It's an event down in Dallas called the Happiness Convention. Anyway. So I'm putting my slides together right now. What's been fascinating is to go and put these slides together in a way that with all the different lessons that are happening right now. You know? It's been a lot of fun. I've really, really enjoyed, and I know I keep saying that, but I really do, guys. I enjoy what I do. It's so fun. I can't remember who I was talking to the other day, and they're like, "Oh, that sucks, man. You had to work on a Saturday. That sucks so bad." I was like, "Actually, I am completely addicted to what I do. I'm completely both feet in. I really don't have any other hobbies. This is my hobby. I like to get better at it, and better and better and better." So anyways. I am sitting here, and I am creating my slides, and I'm putting together the slides. I'm supposed to get them over to him today. I don't know if I'm going to be able to do that, but it's nice they gave me a full hour. What they're doing is they're letting me, I'm not selling, but I'm allowed to pre-frame my webinar, the stuff that my webinar sells. I'm allowed to go pre-frame that, and pull people from the audience over to that, and get them ready to buy that. So it's kind of fun. So I'm still breaking and rebuilding belief patterns the exact same way I would on the webinar. So what I've done is I've gone, and I've literally just cloned by slides for my webinar. I'm just adapting them to the room, removing certain elements from it, changing and adapting to the room, the audience that's going to be there. That's always been the hardest part is what I've noticed. It's funny, because there was a time I was speaking in Vegas. I sat down in the back of the room, and I had this stark realization that, oh my gosh, what I had just created is not for the right audience. So I pulled my laptop up, and I'm changing the lingo, same lessons, but the words had to change. You know what I mean? I was not using the correct vernacular. I was not using the correct isms from the people inside the room. I went through and I created. Luckily, I was able to really, really quickly go through and change what I was speaking about. Right? What was cool about it is that I gave the speech. It was awesome. It was a ton of fun. Then about six months later, no, it was about maybe nine months later, this guy walks up to me, and he goes, "Hey, man. I was there in the room when you gave that speech. I want you to know I made $100,000 from that speech that you made." He was like, "Thank you so much. I went out and I did the exact same thing that you were telling us to do. He was like, "I made a hundred grand." I was like, "What? Whoa." I don't know if that would have happened had I not addressed the correct individual in the room. Right? So that's been the hardest part preparing for this speech that I got to give coming up shortly to 2,500 people. I still need to break and rebuild the same belief patterns that I know are in there, but I've got to make sure that it's using the correct vernacular, using the correct stories. I got to use some of their isms. It's hard to always know what those are without actually observing the crowd. So it's funny, because I was telling Russell this story when that happened a while ago, and I said, "Yeah, man. I realized that it was not the right thing." He's like, "Yeah. I've totally done that." He's like, "What I like to do is go sit in the room, and watch the audience for a little while." He's like, "I'm watching the speaker, but what I'm really doing is I'm watching the audience to figure out what," I don't know if he'll remember he said this to me, but he was like, "I like to sit and figure out if my message will resonate with this crowd correctly, and I see what they're resonating with." He's like, "Then I go back to my hotel room. Then I go and I start writing. Then I go figure out the slides and stuff like that." It's so funny, because to so many people that is straight up ludicrous. "What? You finish your slides right before the actual presentation is needed?" Like, "Yeah." That's the reason why. Right? It's this ability, this speed, to be able to get things and produce things out there in a way that resonates with the crowd, but you can't do that unless you're okay with feeling a little bit of ambiguity of not knowing until you get there. Right? Anyway. I got to talk to him, and see, "Okay. Let me get you this rough draft of slides, but please let me get you an updated one after I get to the event." That's what I want to do. That's what I'm trying to do is, hopefully, is get these things done in a way that will allow me to adapt to the room. It's always funny, you guys. You'll start to experience this if you haven't already. Guys, Sales Funnel Radio listeners are rock stars. I know that. I know that about you guys. I know that. I appreciate you listening. I'm trying to give you the best sales funnel stuff. I got some really cool series and episodes coming up here shortly, and going to do a big ole round of interviews again with some experts of their industries. Anyway. There's a lot of cool things coming up here. I know that you guys have probably experienced that before. It's easy to see if the crowd is with you or not. Right? It's easy to see it. You feel it. It's the same thing with podcasting or publishing, whatever it is that you're doing. Any kind of communication piece, you begin to see and feel and know if the crowd is with you. In a very long roundabout way, that's all I'm trying to say in this episode is that when you are building your funnel, okay, make sure you are using a message that you know, not think, resonates with the people that are actually coming into your funnel, the same way that I would if I'm in front of them on stage, the same way you would if you were in front of them on stage. Right? You're trying to put this together in a way that, obviously, resonates in a really, really powerful way. I just had this really cool meeting with a guy who will actually be a guest on the show shortly here. So that's as much detail as you guys are going to get with him right now. He was like, "Hey, Stephen. I was looking through all your videos." He's like, "Your ability to invoke an emotion out of a video is amazing." I said, "Hey, thank you very much. I've been practicing it a long time." I said, "That means a lot." He goes, "Seriously though." It meant a lot what he was saying, and that's part of the reason why I keep telling everyone to just go freaking publish frequently. You're going to suck at it at first. Right? You're going to be bad. You'll be real bad. As you go, what you are really practicing when you're finding your voice is your ability, part of it is your ability to invoke emotion from those who are listening to you. Okay. That's what you're trying to go for, because if you can invoke emotion, you are at the foundation level of where you can start to break and rebuild belief patterns. Right? If I can invoke emotion from you, the listener, it means that I can start telling stories that will shape the way that you see the world or the industry that I'm trying to help you see differently. Does that make sense. Big ole nugget right there, big ole aha. That's why you publish so frequently. It's to find the voice, but really what we mean by that is your ability to invoke emotion. How can you do it in a way that is natural sounding and comfortable to you, right, to your personality? I know sometimes I'm a goofball. I'm a kid at heart. Some of you guys aren't. That's fine. All right. It's whatever it is that you are. So when you out speaking on stage, you're building the funnel, you're going out and you're writing copy, whatever it is, any communication piece, make sure it is resonating with the individual. Some of you guys might say, "Stephen, duh. I get that. Why wouldn't we do that in the first place?" What's funny is that when we write copy, a lot of times, we'll do it from the standpoint of what we think is cool. That's the wrong way to do it. Right? What you're doing is you are writing copy, you're telling stories as the other person would tell them. Okay? You're doing it as the other person wants to hear it, not how you think it sounds good or cool or professional or awesome. You've got to take yourself out of the copywriting experience, meaning you're not the one that you're writing the copy for. You're not the one that you're telling the story for. It does not matter what you think is good or bad. It is completely up to what the market tells you is good or bad, and because of that, you have to know them. I was coaching an individual, actually it was last week, just this last Friday actually. I was coaching somebody, and I was going through, and I was asking this person, "Hey, what market are you stemming from?" Meaning what's your sub market? They were like, "Oh, I don't know." I was like, "Then literally everything I say will be a straight guess." Then they're like, "What do you mean though? Just give me your opinion. Do you like this or not?" I said, "It doesn't matter what I think. I'm not the one filling your pockets, so screw my ideas. Right? Doesn't matter." I was like, "I'm trying to teach you a formula to extract it from the market. The market is what will tell you what is good or bad. Same thing with your storytelling. Same thing with your ability to adapt. You've got to use the vernacular of your market, not what you think is awesome." I've pounded that point several times with you guys. I'm just trying to make that whole idea. She's like, "Hey, is this good? Is this bad?" I was like, "It truly," and I could tell it was frustrating a little bit for this person, but I was trying to make a point. Until you know what sub market you're selling to, not industry, sub market, your stories, don't even start writing them. Right? Don't even start writing your stories. Don't even start putting your copy. It does not matter until you know exactly what sub market you are selling to. Right? It's the same thing. Until I know the person, the type of people, right, the conglomerate, top average individual that's going to be in that room when I start talking to them, some of this stuff, I'm not going to know. I've got to get ground level, got to get right down to the nitty gritty. Right? I got to get down to the nitty gritty of understanding these people and who they are and their passions, their emotions, their fears, their desires, their stories, the stories they're most used to hearing, the stories that I can tell that they will resonate with most, and that will let me invoke emotion powerfully. Anyway. I hope that made sense. That's the power of this. It's starting storytelling. Yes, just get good at doing it in general, but eventually you got to be able to adapt it to the individual with the correct vernacular, correct examples that they are used to hearing so that you are going to where they are, and bridging a gap from where they stand rather than from where you stand. It does not matter what you think. Anyway. That was a big massive ramble. Hopefully that was helpful to you guys. Anyway. I got to get these slides done here, and send it over to this guy. I'm excited to do it, super honoring. Funnel Hacking Live is coming up. I got a bit of a present for you guys coming up here as well for those of you guys who will be in it. So continue to listen, probably the next episode, I will tell you what it is. I just barely got them to my house. I'm not going to tell you what they are. Talk to you guys later. Bye. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnels for free? Go to salesfunnelbroker.com/freefunnels to download your prebuilt sales funnel today.Advertising Inquiries: https://redcircle.com/brands

I'm tripling how often I deliver my webinar. BUT, sometimes I can't be there to do it live, so... Hey, what's going on everyone. This is Steve Larsen, and you're listening to Sales Funnel Radio. Welcome to Sales Funnel Radio where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. And now, here's your host, Steve Larsen. So I was just outside. We've been shipping just a whole bunch of stuff into the house, stuff for our garage, stuff for ... just lots of different stuff. And a lot of the stuff has come on big pallets and things like that. We've been shipping a lot of cool stuff in here. It's been fun. But funny enough, we've just had this stack of boxes and pallets and all this stuff all over the place and so we've been wondering what to do with it. There's no one who comes out and says, "Hey, you've got a whole bunch of pallets you've got to get rid of?" You know what I mean? So it's funny, for Valentine's Day, my wife got me an ax, which is kind of fun, actually. So I've been outside for the last three hours just bashing apart and burning these pallets, and it's been a whole lot of fun. It's totally manly. Hey, this last week has been kind of interesting with my webinar. A lot of sales at first, kind of trickled down, and then it really slowed down quite a bit, and I know ... I figured out why. I think I figured out why. I think it's because ... So here's the numbers, right. I still have a 56 percent opt in rate on my first page. 56 percent. It's awesome. It's really, really ... I mean super, super cool. I'll get 150 to 200 people registering from my webinar each week. But there's only like a 7 to 10 percent show up rate. Of the people who show up, I still end up usually closing anywhere from 10 to 20 percent, which is an awesome close rate for a webinar. But the actual show up rate is so low that the last little bit here hasn't been that many sales. I'm like, okay, what's the problem? And I know there's probably some guru or whatever's out there who's like, "Why would you ever share these numbers? Don't make yourself look bad." What I'm trying to help you understand and to know and show and see, is that my reaction to what the market is telling me is what is key right here. And so I was ... I'm not going to lie, I was super frustrated, like, what the heck's going on? C'mon. I know the product's freaking awesome. There's no one else selling anything that's like this. I know it's incredible. I've had amazing success stories with it. People are doing amazing things with it. Like, ah. It's been so cool. So I'm like, okay. But that just goes to show what I keep saying to all these people too. Stop focusing and freaking out so much about the product. Start focusing and be obsessive over the sales message and the product will take care of itself. You go and you make something awesome. And it should still be awesome, but you know what I mean? Focus on that second... Anyway, so I was boxing Russell, and I was like, "Dude, I don't know what the heck's going on. It's nerve-wracking doing one webinar per week, and ... " Follow me on this okay? There's something very specific I want to tell you guys on this webinar because I'm very excited you guys. I think I hacked out the way cook funnels works a little bit. It's so cool. So anyway, I was boxing Russell and I was like, dude, what's going on. What do you think's happening? What do you ... " And he was making fun of me because I'm still putting a dollar in on ads and I'll get like $4 back out. And he was like, "I'm Stephen. I only 4Xed my money." And I was like okay, "Okay, I get it." And it's still that kind of thing. But it's like the numbers are tiny. I was like, "How do I scale this thing up so that my show up rate's higher?" And he was like, "Yeah, my show up rate ..." He usually gets a 25% show up rate. And I was like, "I'm floating around anywhere from 7% down to ... up to 15%. It's still kind of low. You know?" So that's the number I'm working on. And so, all these little things that I've been doing to my webinar to get it to increase. Anyways, I was telling him about it. And I go, "Dude, I can't handle ... It's my sole income. You know what I mean?" I'm putting my money where my mouth is and this is my sole income. And we're doing totally fine, by the way. It made more money last month than I've had in my bank account ever. We're doing great but still, the consistency of it is part of the sexiness of it. You know what I mean? And so, I was like, "What's wrong? How can I react to what the market is telling me?" So I was telling him all this and was like, "Once per week is rough because I'm eating what I kill. You know?" And he goes, "Well, what if you just do it twice a week?" I was like, "Huh." Why have I never thought about that? So I was like, "Okay.' So I ... A few nights later, I was like, "Okay, I got to think through this model." How do I from a technical standpoint run this thing in a way so that when group one is going through my replay sequence, they're not also seeing the Facebook ads that I'm running for group two that week. Right? And so, I was sitting there and I don't know what it is about Dubstep guys but I was putting my headphones on and it always gets me in the creative zone just a little bit. I don't know. But maybe that weird but whatever. Different kinds of music do affect me differently and my creative zen, you know what I mean? So I was sitting there and actually I put my headphones on and I started just pacing around my office here. And this is how I solve problems. I don't know if anyone knows ... I've never really told you guys this. That is how I solve problems. And I solved ... What I will do, and one of the commonalities of people I see who don't solve problems in their life is they see that there's a problem and then rather than accept the fact that there's a problem and they don't know the answer, they just act like it's not there and move on and ... Or they'll say, "I can't move on because it's here." And they don't look to themselves and their own noggin to try and figure it out. I was listening to this really cool interview ... it wasn't an interview, it was a speech. I don't know who it was. It was some guy on the internet speaking in front of a ton of people. And he said some things that were really profound and he was going through some interesting numbers that they were finding. And what they figured out was that successful people will solve 80% of the problems the first time that they hear them. I think I was saying that right. Meaning they solve literally almost every single problem. They make a decision. Solve isn't the right word. They make a decision. There we go. That's what it was. They make a decision 80% of the time. Right? So something comes to them and they're like, "Hey I've got this thing. Go make a choice on it, Steven. Go make a choice." 80% of the time, they make a decision right then. And that's what he was teaching. He was trying to show, look, successful people don't take forever to make a decision. They just make a decision and they move forward. And they just get crap done and they know ... They make the decision as best they can with the information they have right there with the understanding that it could be wrong. But they're so good at making decisions on a fast basis that their chances of actually being successful are so much higher and it's one of the reasons they are successful is because they make decisions very, very quickly. And so, I had that in my mind and I was walking around. And I love getting into the zone, guys. It is one of my favorite things to do ever. I was going to go to sleep. It was late at night but for whatever reason ... It was late at night and I was in the zen state and the creativity ... I don't really control when those moments happen. I just follow them when they do. And so I stayed up. I had the music on. I was pacing around and I had this ... that kind of lesson in my head of hey look, I've got to make decisions 80% of the time the very first time I have to make ... that I need to be making it. I hope that makes sense what I'm saying with that. But when you have a decision to make, 80% of the time you should make a decision the very first time you hear about and you make it on the spot. And so anyways, I was pacing around and I was like, "Okay, this is ... gosh, how do I solve this? How do I solve this?" And what I do mentally, guys, is I try and look for, I think of them as threads. And I start looking around, I closed my eyes. And I usually start pacing around in my office kind of fast. And it gets a little bit detrimental sometimes with my eyes closed but I do. And I'll have music going and it's loud and I'm trying to find a thread. That's how I think of it. I'm looking for a thread. And I think of it like there's all these threads, these possible solutions to the thing I'm looking for. I don't really know what it is. And I don't really know that it's going to be the solution yet. But what I do is I start thinking through in my head ... I don't know if this is weird but this is how I think about it. This is what I do. And what I do those is I start thinking through all these threads and I grab a thread that's there that exists and I start following it. That's how I think of it. I think of it as I'm going hand over hand following this thread. And I don't know what's on the other end of it. I love those states because what always ends up happening is the first thing I have to do is I have to draw the end of the thread. And so, that's what I did is I came over and I was like, I think I know how to solve this problem. I think I know how to solve this problem. I don't know how it's totally done yet but I know enough that I could start drawing. And so, I go to my whiteboard. And that's always the next step that I always go through. I go to my whiteboard and I start drawing the end of the thread, whatever it is that I believe will lead to the solution. And it was a very interesting thing that happened. And I started drawing it. I started drawing it and I put the marker back down and I kind of paced around for a little while and I was like, okay, but what's the next step after that? What is it? What is it? And I started walking around and usually I'm pacing kind of quick. And funny enough, it wasn't the right solution but another one took its place and I followed that one and that's how I solved it... Here's what I was trying to figure out. And I hope that makes sense what I'm saying is like, I've seen that most entrepreneurs out there do this. Certainly, Russell does. Certainly most of the ultra-successful people that I've seen or been around or gotten to work with or just gleaned info from, most of them, they don't always know what the outcome's going to be, they just know that the beginning's real good and if they can sprint at it hard enough, make as many decisions on a fast basis as they can, usually it'll be shown to them the kind of thing they need to be doing. So here's what I was figuring out though. So Russell's like, "Hey, do two webinars a week." And I was like, "Well, what's better than two webinars a week? Three webinars a week." And I was like, Cool." So, I am doing starting this Tuesday, I'm doing my webinar live three times a week. Okay? It's very aggressive but there's a lot of reasons why I'm doing it that way. So I'm doing it literally Tuesday, Thursday, Saturday. And what I've done is I figured out a model because usually the model that we teach at Click Funnels, that I teach Two Coaching and Secrets of Master Guide, even in Expert Secrets and all the different trainings. The webinars are in this one per week model where Monday through Thursday you're promoting, Thursday do the webinar, and Friday through Sunday you do your replay sequence. I was like, okay, but how do I squish into this thing three webinars a week without overlapping. And so what I did was I figured out how to do it. And I figured out this model. Which is super cool because it still feels like an isolated event to the people who in the middle of it. They don't know that there are these other webinars that are going on also. And what's cool about that is it lets me perfect the message at a faster pace, right? Brandon and Katelyn Pullman, I think they did their webinar thirty some times before they actually automated it. Russell did his 60 or 70 before he automated it, right? I'm trying to get to that number. I'm trying to get to those volumes of having done it so I know the script so well, so well. And I know what the issues are. I know that the good, the bad, the ugly. I know what's converting well. I know the stories that work well. I know the stories that are not good to tell. You know what I mean? I'm trying to figure out what that is but I'm trying to run at it because I feel like you can't skirt that process. You know what I mean? There's shortcuts. There certainly are shortcuts. There really are secrets. There really are hacks. But some stuff you just can't shortcut. And so rather than me trying to shortcut it and go straight to an automated webinar, I'm actually trying to just marry the process. I'm looking at it like a sport, okay? This is mat time. This is gym time. This is me just spending time in my craft. And so, that's what I've been doing. And I just figured out, I'm about to build it right now. I just figured out how to do the entire thing. And I was checking with my amazing ads lady and she's fantastic and she's like, "Yeah, that could totally work." And so, I will probably do some kind of training on it in the future here because it's super powerful. So as I was looking at it, it was like three times a week. I am zapped from a single webinar. The way I do them with such high energy. If you want to check it out guys I would love to have you one it. It's secretmlmhacks.com if you guys want to. But it's been really, really cool. And I convert really well on the webinar. And I get an amazing opt in rate. The one thing I'm tweaking right now, and I know exactly what I'm going to do. And I'll tell you guys about it in the future which probably means next week. Because I think I figured out how to solve my problem, my show up rate problem. And I got some just awesome stuff down that's coming. Oh my gosh. It's cutting edge. There's only two other people on earth that have what I'm about to go put out and I'm really excited about it. Anyway, it's super cutting edge but I'll tell you guys about it in the future. How's that for salting the oats, right? Anyway, so what I did though was I figured out how to do this and run this thing in a way. And I was like, three webinars in a week, we got Funnel Hacking Live coming up. I'm speaking at an event. There's 2,500 people at it. I'm super excited about it. I just got asked. It's going to be so cool. It's the beginning of March. I'm going to go to Grant Cardone's 10X event. Anyway, so there's life. What do I do when I can't do one of these webinars? Three a week? That's a lot... So what I did was I figured out that in those scenarios where I physically cannot do the webinar, I will automate it. And I will deliver an automated version of the webinar. And so what I've been doing and going through and figuring out is how in a single click to turn my entire funnel from a live webinar funnel into an automated funnel. So for that one time ... So Tuesday, Thursday, Saturday, right? Let's say Thursday, I'm at an event and I can't do it. Well, for that group, that scenario, I will run an automated webinar with a single click and switch the entire funnel from an automated funnel ... from a live one to an automated one. And then in a click, turn it all back. That's what I figured out that night. Thank you Dubstep and pacing around and following threads in my noggin. That's what I figured out. And at some point, I'll probably do some cool trainings. I want to show you guys this stuff. It's really ninja. I don't think that there's a way you can sidestep having to do it live over and over and over again. I even asked Russell, I was like, "Dude, maybe I should just automate it." And he started laughing and he's like, "I'm not going to let you off the hook that easy dude. You keep doing it live." And I was like, "Gosh dang it. Just let me automate this thing." Oh man. Anyway, I've been pumped about it and I'm trying to marry the process and keep to what works. You know what I mean? When I was in basic training, I shot really, really well with my M16, a shot expert. I shot so well that it was only me and another guy out of 200 that actually won a phone call home which was awesome. And what I was doing though is I was marrying the process. And they would teach us ... There's a lot to shooting, by the way. And I love it. Shooting's tons of fun. And so, there's all these different things they teach us. And one of the things they'd have us do is they'd have us lay down, obviously on the prone, but on concrete. And we'd lay in the prone and hold our M16 and then we'd just start smacking our elbows on the ground. And the reason why is it would toughen the elbows and we could hold steadier for a long time. We'd literally be trying to bruise our elbows. And we'd take our elbows and we'd just start smacking them on the floor. Sounds kind of crazy but it worked... So I would be in the barracks when everyone's hanging out and I'd be in the prone smacking my elbows on the ground. I'd be putting canteens on the very end of my barrel, full ones, and try to hold it as steady as possible for 30 minutes. We'd put dimes on the end of the barrel and hold it as steady as possible and do an entire cycle meaning I would charge the weapon, fire it, and try and hold the dime at the very end of the barrel and keep it that steady so it wouldn't fall off during the entire cycle. And so, my body moves. I charge the weapon ... I put a round it. Nothing in, a blank or whatever, and I'd fire and then try and not have that dime fall off. And I married the process, guys. There's no short cutting certain things in this business, in this life. And rather than trying to fight it, marry it. And you stay the course and that's what I'm ... And I always talk about that. I do it too. I'm still reminding myself, okay, don't seek a shortcut, Stephen, just seek to be the best in this process. And so I'm trying to do that. That's, as far as documenting the journey, that's what I'm doing right now... So anyway, been a ton of fun and that's what I'm doing. So, I am literally right now I'm about to go and build an automated version of the webinar for those scenarios when I can't do it the third time that week. You know what I mean? But I'll flip it right back out. I don't want to ... I'm not ready to automate the thing yet. I don't want to yet. I'm not quite dreaming about the slides yet. When I start dreaming about it, that's when I know that it's really a part of my subconscious but I'm not doing it. It sounds stupid but it's true. Okay? I've had dreams in the editor. I've built whole funnels in my sleep. And brainstormed headlines, okay? There's a level of obsession that you've got to have with this stuff and so anyways. All righty. So, that's been it and that's what I'm excited about. And that's what I'm literally about to go do right now. So I'm going to shut this thing off and got ClickFunnels up right here, got my two monitors. And I'm looking at my little map that I drew that night. And sometime, I'll make a cool map out of it and I'll probably do some training on it and toss that out there. But anyway, it's been a lot of fun. It's been ... I'm just trying to show you guys the process. Like okay, when the funnel does well, and it did well for a while, but there's either ad fatigue going on which I don't think that's what it is at all. There's this or that but as I look at the numbers, the numbers are telling me a story. And the story is you've got to talk ... You've got to increase your show up rate. So I'm just ... I know what that plan is. I'll tell you guys what it is in a little bit here. I think it's going to work really, really well. I'll tell you about it in a little bit. But the second thing I'm doing is just increasing the frequency. So just increasing the show up rate, increasing the frequency of me actually doing the webinar. And I think that's the next step so that's where I'm following it. And that's where that thread goes. Anyway guys, thank so much, appreciate it. And thanks for being a listener. It means a lot. We just barely passed 100,000 downloads with this thing as you guys know and I'm pumped. Thanks guys. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best sales funnel for free? Go to salesfunnelbroker.com/freefunnels to download your prebuilt sales funnel today.Advertising Inquiries: https://redcircle.com/brands

Here's how I 'm using funnels to hire a support person, funnel assistant, personal assistant, and high ticket sales person... Hey, what's going on everyone? It's Steve Larsen. You're listening to Sales Funnel Radio. Welcome to Sales Funnel Radio where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. Now, here's your host, Steve Larsen. Holy crap, so I'll be completely honest with you. I was actually at church three days ago and I was sitting down and this guy just said the word Super Bowl, and all of a sudden it hit me that that day, later that afternoon was the Super Bowl. I was like, "Hey, guys. I'm assuming today is the Super Bowl." Someone is like, "Yeah." "Oh, okay. I did not know that." They're like, "You didn't know today was the Super Bowl?" I was like, "No. No, I didn't. I did not know today is the Super Bowl." I had a few other friends and stuff they're like making fun of me for it. I don't care. I don't care. Actually, I love the NFL actually. Like, I shouldn't say I love it. I watch one game per year and that is the Super Bowl. I love the Denver Broncos, mostly because I'm from there. If we ever get a good quarterback again, maybe they'll have a good shot at actually doing something good again... Guys, I love low-information diets. I'm trying to cultivate one of them. For years ... I don't really read the news. I used to have a subscription to The Wall Street Journal. Yes I stopped that a long time ago. I had another friend that was like, "Hey, did you see on the news X, Y, and Z?" I was like, "No." They're like, "What? Where do you go to get your news?" I was like, "I don't. I don't." They're like, "Huh, if something important is going on how do you know about it?" I was like, "Because I hear people talking about it." If anything, Facebook will at least give me a skewed idea that something's at least going on. I'll hear it from the filters of a billion people on Facebook. I should go check it out then. Like, "Really?" I was like, "Yeah, it's all about me not taking in too much information. It's all about me trying my hardest to not take in information. There's so much data that's produced every second now, every little nanosecond. I mean there's so much. There's no way you could ever consume the amount of stuff that's produced in your lifetime. What's nice about that is you get to actually choose what it is you actually take in. The hard part about it is that you actually have to choose what you should take in. You know what I mean? I go through and actually ... I wasn't trying to talk about this at all actually during this episode. I try and cultivate a low-information diet as much as I can, much like before our workweek talks about. I've noticed in my life, it's a lot more, I can think. There's a lot more calm in my head. I know there's crazy stuff going on and I'm not trying to be an un-responsible citizen, but I think my best way to contribute to society is to help a whole bunch of people learn how to make a whole bunch of money and help their customers, and I think it's going pretty well so far. You know what I mean? All right, there's my contribution and it's going well. I really don't read much news. I had no idea the Super Bowl was going on, which by the way, I did want the Patriots to win. I was a little bit sad they didn't. Broncos and Patriots those are my teams, if I can even say that. I can't even name players. I barely even know what the teams are. I don't even know what all the divisions are inside the NFL. I'm serious, I don't. I don't feel awkward about that. I'm a little jealous of all the people who know how to talk sports. I don't know how to talk sports at all, at all. Why? It's actually slightly on purpose, especially at the beginning it was very much on purpose. Now it's just a habit, but I am trying to stay obsessed with my craft. Obsessed. I mean, freakishly obsessed. You know what I mean? Straight up fanatical, monomaniac over what I do. Why? You know what's funny? There's a stat I was reading that I heard about. I can't remember what it said, but it said basically if you read like ... If you consume an hour a day of the material inside your industry, just an hour a day or something like that, within a couple of years you'll be one of the top people. That's so awesome. There's so much other noise, there's so many other distractions that other people give in to. All I got to do is I got to start reading, I got to start studying, I got to start reading the greats, understand where they are and I'll be at the top. It's the same thing with you guys. I know that every one of you on here, you're all rock stars, you're all producers, you're all ... We may not all be A type personalities, but we're all go-getters. We all try and get things done. I'm a little bit more of an introvert in person. Depends on how well I know you. That's all I'm trying to say though, is I try to keep and cultivate this low-information diet and I try to do things in a way that ... I'm trying to practice more of what Tim Ferriss is talking about, where he said, he'll walk around and he'll just try and figure out the one thing that he could do that would make all these other things he has to do obsolete, which leads me to the topic of this episode. I know it's five minutes in, but I feel like that was important to say that. Just try and stay obsessed. You know what I mean? Really, try and stay completely obsessed with what you do, and if you can't get obsessed about it, you might not be doing the right thing. That make sense? No one really has to motivate me. I mean yes, I get through slumps. I feel like I just got through a little bit of a slump. Creating the product that I just launched out there was rough. I can say with full confidence that my product freaking rocks. It is worth way more than I charge for it. It is amazing. I absolutely love what I produced. It is so good. Oh, my gosh, I don't know any other product that's out there that does what this one does in the space that it's in. I'm very, very excited and I feel completely confident about that. I just finished it and well by the time you guys get this I'll finish it because today I'm finishing it. That was intense. That was hard. Now it's out. It's done. It's just like Seth Godin says guys, "You can be the first or you can be the best." That's the path to cash. Vanilla is the number-one selling ice cream that sells 10 times more than number two. It's chocolate. Right? Number two sells three times more than three. It's not a linear curve. It is an exponential curve. You can either be the first or you can be the best. We try to teach you through Expert Secrets how to be the first. We try to teach you through DotCom Secrets how to be the best. Funnel hack someone and do what their process is, and then you go improve on it. It's a combination of the two that we're trying to go through and show you guys how to do this stuff. Anyway, powerful stuff, powerful stuff. Speaking of teams, how's this for a lead in? I am realizing that where I am, the big domino that I'm trying to knock over my life right now is holy crap, I cannot handle the number of messages that come into me anymore on my own. I can't, I already wasn't. If you guys have sent me a message I'm sorry, I probably have not answered it. It's because of the straight up volume of messages. It's not out of me being rude, please don't get offended, but I am doing my best right now. I'm going to go to try and duplicate areas of my life that I know are duplicated bowl. There's certain things that I do that I will never try to outsource, that I want to control. I'm sure at some point I actually will outsource those things, it's just I haven't figured out the best way for me to outsource them and duplicate those things. Stay tuned, I've got a plan on something really cool coming up. Oh my gosh, I want to build another funnel so bad. I almost built almost one funnel per day for almost two straight years. I mean that's crazy. I am itching so bad to build a second funnel. I was talking to another buddy of mine yesterday and he was like, "Do not build a second funnel." I was like, "I want to, I want to build another funnel so bad." He's like, "Don't do it." He's like, "I wish someone else had told me that when I was early on in my entrepreneurial game also." He's like, "Russel was right." I was like, "I know, I know he's right." I was known for my speed with these things and it's helpful. I can take a lot of elements from lots of different funnels that I've built and toss them all into just the one. It makes sense, it's time for pure obsession in just that one thing. I don't know the exact moment where it'll be time to move on but I think I'll know and I've got a plan for it. Anyway, so yes anyway. What I'm trying to do right now is I'm trying to go out, I'm creating a hiring funnel basically where I'm going out and I was sitting at a mastermind once, actually was the Inner Circle. I was sitting in the Inner Circle and someone was asking the question, "Hey, how do I find someone good?" It was cool because both Russell and also myself, I raised my hand, and Russell was like, he's like, "You got to hire from within." Meaning hire from within your own community, which is why it's so important that every one of you guys is publishing. When I was going out and I was getting all these odd jobs done for random things I needed built, I had to reindoctrinate them on what my tasks were, what my goals were, what the culture of what I'm trying to build is. You know what I mean? If I hire from within, meaning I hire from within my own audience, my own following and that's where I get my help from, that is 100% the easiest way to do that. You know what I mean? Anyways, that's what I've been doing. This is, I guess, my shout out for it. It was weird when I did a shout out, when Russell did, to his community to find my replacement. That was weird. That was weird. I'm sure some of you guys saw that, but I was sitting there next to him and he goes, "Dude, it's time." We put off making the video to find another funnel builder for weeks. We kept putting it on the list. We're like yes we'll do it, and then we wouldn't. We'll do it, and then we wouldn't. It was back and forth, back and forth, back and forth. I think it's because both of us didn't want to actually admit that it was about to happen. I didn't want to leave, he didn't want me to leave, but the circumstances made it necessary and I'm glad I did. Been able to go build my own stuff and put it all together and things like that. Still involved there. Actually just signed the contract to be a Two Comma Club coach there, which I'm very, very excited about. I already was though, you guys already know that. I guess they just made it official by signing a contract since I'm gone now, you know what I mean? Anyways I already was though. What I'm focusing on right now ... I'm sorry, my thoughts are kind of all over the place. There's a lot of different ideas that I'm trying to lace together here so you can follow what I'm saying. What I'm trying to say is be obsessed, understand that I've never seen anybody ever get to $1 million on their own ever. I've never seen someone who got a Two Comma Club award ever make it there on their own. They always had at least some VA's, there's always some other people, some other team members, things like that. Maybe not straight up employees, I don't want to have straight up employees. Not for right now anyway. I want to help you guys understand that you will need other people on this journey. It is not cool to be a solopreneur. If you've never hired on someone else, if you've never outsourced some jobs or whatever, I dare you to break that mold because you're never actually going to get there on your own. There's literally just way too much to do. It's the reason why every time I record these podcasts it goes off to an assistant, and she turns it into a blog post, and she syndicates it all over the place. If you want to know more about my podcasting strategy listen to episode 60 and 61, and they will tell you about my content engine and super, super powerful. You got to understand that you can't do it on your own, don't try to do it on your own, but be a monomaniac over the thing that you're trying to be the best at. Obsess over it, read things about it, you'll be better than everyone else within a couple years, even if you just consume a little bit each day. Obviously if you speed that up timeline shrinks like crazy also, which is I am convinced why it happened for me so quick. Self-driven to just study my face off, and I can feel another big learning loop about to happen for me, which I need, it's good. I'm in a big application phase right now. I'm just applying all the stuff that I've learned. I'm implementing like crazy and all the stuff that I know, all the things that I've done, all the models that I teach and it's working brilliantly. I mean holy crap, we're doing well, which is very fun. It's exciting, we've worked hard for it. As far as progression moving forward and as far as scaling, the thing that I know that I'm going to need to do next is I've got to get number one and assistant and number two I've got to get a support person. There is way too many questions coming in, I just cannot handle them. What I'm finding myself doing is working in the business rather than on the business and that's a scary place for me to go for many reasons. I am not good in that area. My personality is not good in that area, I'm not good at support. People ask questions and I can't blame them. "Hey, I've got a question about this, this, this, this." For me I'm a self-solver, 99% of the time. It's not like I don't ask questions, I ask tons of questions to everybody, you guys know that about me. I ask questions to the cashier, I ask questions to dry cleaner, I ask questions to everyone at all times, I'm learning as much as I can as I go and I love that. There's also this element of self-solving. No one's going to hold your hand to $1 million, you've got to be able to self-solve, you've got to be able to go and figure out problems on your own, answers on your own. I'm not good at support. As personality goes and even all the tests that I've taken, personality tests, DiSC tests, the 16 personalities test, all of them say you're not going to be good at the support role because I get frustrated too fast. People are like, "Hey, how do I build a funnel." I'm like click. The add funnel button, it's right there, it says it. You know what I mean? I'm not good at that. My personality's not good at that stuff, so I'm trying to find someone who is good at those things. I'm trying to find somebody who's ... It's been fun. I've been going through and I've been funnel hacking the Click Funnels hiring funnel. It's the very funnel that I went through to apply to get the job there, and I've been building it out. It's been a bunch of fun and whatever positions I need you just click on which one you're interested in and you can send in your application, there's several things that I have you do. I have you take the DiSC test, I have you take the 16 personalities test, I have you create a video telling me why you should have the job, and uploading it. There's a lot of things that I have you do, which is awesome. I mean it's awesome, it's a fun application process honestly. Anyway, so this is my extremely soft pitch. If any of you guys are interested go to stevejlarsen.com and at the bottom there it's going to say hiring. You click right there. I mean it says hiring there at the bottom for you. Click right there and it'll show you the positions that I'm looking for. Honestly, right now I'm growing slow as far as personnel goes. I am very slow to expand right now. I'm nervous to ... How should I say this? Things are so much in the testing phase still. Even though the product's done, even though all the pieces are done, even though the things where they need to be going, now that I have the what of what sells down, I'm just making sure I got the how down. I'm tweaking the funnel like crazy. I'm cleaning up the traffic sources. I am keeping the live funnel but I will probably do a split live and replay option as well, which is kind of cool. I'll tell you guys more about that in a little bit. I kind of made it up. I haven't built it yet but I know how it's going to work and it's pretty, pretty cool. That'll be a whole separate episode, but anyway, so I need help and I already have an awesome traffic driver, I have a buddy of mine who helps me with ... He sets up all the processes in the back end, so I'm good at building funnels, but I'm not really good at building the business, he is. He's building the business and he's building the processes. You'd come in and you're going to work with him and he'll help you get integrated in a way that the process is all easy, it's simple, it's fast, and scratches everyone's back... Once that process is set he goes on to the next thing and he builds that piece. Soon I'm going to have to build a fulfillment machine, however that happens, to ship out the stuff that I'm selling because I do have physical products with the webinar that I'm selling as well. It's kind of a different kind of episode, hopefully it's okay, but that's all I'm doing right now is I am so focused on just the product. I want to build something else so bad but I can't, and so what I'm doing in order to keep the creativity juices going because it's not about stopping your creativity as an entrepreneur in the stage, it's not. When you have the thing done, when you have the thing that you're selling ready and it's done and you're selling it and it's awesome, the next piece to go get creative on is more ways to get people in. The next thing to go also do is figure out what you can do inside the business to make it easier and start building up those processes, start building up those internal things you need to so remove you, it's the big domino Tim Farriss was talking about, that's what I'm trying to say. I'm looking at the things that remove me from certain areas. Number one, I have got to have an assistant. It's super honoring you guys, I'm getting asked to speak on tons of podcast shows right now, which is awesome. I'm getting asked to go talk on tons of events, which is awesome. I'm getting asked to have the relationships over here and remember this little detail about this person over there, and it's good, that's awesome, and I want that stuff, those are important things, they've got to be there but I am just not time wise capable of being able to handle that kind of stuff right now. I've got to have an assistant, even if it's just a little bit, a couple hours a day, literally to help me organize my life so I can stay in my creative zone in the funnel building world. Then number two I've got to find a support person. Again, even if it's just a couple hours a day just to ... From my standpoint that's the stuff that I'm looking at and I'm excited for those processes to get put in place so that it helps me stay in the creative zone. How easy is it to get ahold of Russell Brunson? It's not, he's got processes, he's got appropriate walls to protect himself. It's kind of a selfish move, but it's not negatively selfish. It's selfish in that it protects him and lets him stay in the creative zone, that's how he can do so much, that's how he can put so much out is he is always producing. He's never there as the mechanic trying to fix things in the business. That's what the rest of the business is for, the rest of the personnel, the rest of the people there, the employees. They're there working on those processes, they're there taking and removing him from those things so that his only focus is selling stuff. That's what I'm trying to do. It was fascinating to watch that process in person for that amount of time, it's fascinating, and that's what I'm trying to create and do. I've got this funnel that's killing it and I think it'll make a Two Comma Club award. I don't want to call my shot here, but I think by the beginning of fall I think it will make $1 million because we haven't really even started promoted very hard yet. We're just tweaking, we're figuring out the traffic sources, we're figuring out all the different pieces and it's been great. Then as soon as that's up and I feel like it's in a good place where it stands on it's own then I'm going to build another funnel that pays for all the costs of my people that I'm hiring. Does that make sense? Rather than say I can't afford it, I'm asking how can I afford it? I'm like well, there's a really easy spot right over here that I could go sell stuff in that I know everyone wants that would pay for the people that I'm hiring, would pay for the costs of the actual business. The actual cost of the product for me isn't that high and my customers help pay for it, obviously through the purchase of the product. How do I pay for the actual people? There will be a second funnel that is very little impact on my time but at extremely high value that I know will pay for my people. That's what I'm looking at right now, and I just want to drop that out to you guys so you guys see kind of what I'm going through as I kind of take a step back and go, "Okay, my average cart value is really high, my costs to acquire is really low. Awesome, great place. The funnel's doing well. Awesome, cool, let's keep that traffic source going, we'll start discovering others. Let's keep over here, let's keep creating relationships over here, we'll do Dream 100 stuff, awesome. Sales of the product, cool, done. Now let's go look at actual business... We'll go back over here and we'll figure out the pieces. I have seen so many businesses fail when they build a funnel because they really didn't actually have a business. They just had an idea and a product. The funnel is not the business, the funnel is not the business, the funnel sells stuff. The business supports what the funnel is selling, that's the relationship there. Three times now, at least, that's the ones I can remember, I have had people calling after we've launched a funnel either personally or with one of Russell's clients. I've had people and businesses and business owners calling begging me to turn off the funnel because it is about to bankrupt their company, or they just can't handle it and their customers are getting mad. It's exact same thing Trey Lewellen when he sold that many credit card knives and flashlights and survival things that quickly. People are like who's this guys? Did someone just take my money, did they steal from me? He's like no he didn't actually, he had a great product. He just so many sales he could barely handle the volume of sales. That's what I'm trying to prep myself for is a support person who starts out with just a couple hours, we get the process down, and as we scale we turn up the hours of the support person. Frankly I could use a full-time assistant, but we start with a few hours, we figure out the process, and then we turn it up slowly as things need to be done. I am not a fan of just tossing money in random places with hopes that the money solves the problem. I've never seen that happen so we start slow, exact same thing with all these million dollar funnels that we go launch and put out there guys. We just start with a little bit of ad spend, test what's happening, test what's going on up there, and then we start turning it up once the results start coming in. Don't think you got to have hundreds or even thousands of dollars to go test your product ideas on paid traffic sources, you don't. It's the same thing with the way you hire, and the way I saw him hire. He'd vet people out, he'd bring them on in, and then he'd fire them real quick if he needed to, if it really was just not a good fit. It wasn't him doing any of that either, it was Brent, the COO. He literally could stay in the creative producing, selling mode 24/7 which is amazing. That's all I got for you guys. I know my podcast episodes are a little bit long, going for almost 25 minutes now, but it's because I want to fully dive into the idea and the different applications of it. I hope that makes sense as I do these things, what I'm doing with it. I've got a really cool surprise coming up for everybody as well. Something is in the works. It's probably another six weeks out, but I think you guys are really going to enjoy this. It is a big piece of me. I'm really excited for you guys all to have it. I'll salt the oats there. I'm not going to dive into it now. If you are interested. If you're like Stephen I would love to work with you please know that there's a lot of people that come to me without me even putting something out there that's like this, and if you're listening to this after the time of me launching it and you're like, "Hey I would love that." Literally you can go to stevejlarsen.com, stevejlarsen.com, the guy that wanted stevelarsen.com wanted $40,000 so I got stevejlarsen.com. Scroll down to the bottom and it says hiring right there, and you can see the different positions that are open, or if there aren't any at the time that's okay, you can join a list and wait, and be like hey want to be notified next time we have an opening, you really want to get into this. That's my soft pitch, but that's exactly what's going on in the business. This is me telling you what's going on and also saying if you're open to it I'd love to have you. All right guys, thanks so much. Hopefully you got some stuff out of this and you got some ideas. I'm serious about that, learn to be a monomaniac, learn to say no to things so that you can be a monomaniac, you can obsess, you can be one of the best in the industry, whatever it is that you do, and then understand that you don't ever get there on your own. I'm trying to stay in my obsessive zone by finding help because I need it. Anyways guys, thanks so much, appreciate it and I will talk to you later. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? Go to salesfunnelbroker.com/freefunnels to download your pre-billed sales funnel today.Advertising Inquiries: https://redcircle.com/brands

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