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Click above to listen in iTunes... Here is how I have mitigated risk as I prepare to leave my job... 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 your host Steve Larsen.  Hey, so the last few days have been pretty intense, not in a bad way. There's good intense and bad intense. You know what I mean? But the pressure has been increasing. My wife came to me the other day. I think it was yesterday or two days ago. She walked up to me. It was morning time. You know, everyone's kind of getting up. She walks in and she's like, "I had a really bad dream last night." I was like, "Really? What was it?" She goes, "I had a dream that you were upstairs ..." I have a home office here upstairs, kind of in the corner of the house, which is kind of nice to have. I've got sound panels all over the place. I totally made a man cave. I love sitting in this room and creating stuff. I got whiteboards all over the place. Quotes on the wall. Three bookshelves totally full. Anyway, I love it. Sound equipment all over the place. Film stuff. I've got a sheet over on the wall over here, top to bottom. It's a black sheet that I stand in front of and film a bunch of 4K videos with, which looks awesome, super cool, and actually pretty pro. It looks pretty awesome. Anyway, I like video a lot. Anyway, back to the story. She goes, "I had a dream that you came down from the office. That you had left ClickFunnels. This was later on in the future, in January. You came down and you just said, 'Alyssa, is there a check in the mail?'" She was like, "I said back to you, 'No. Why would there be a check in the mail?'" I'm like, "I don't know," or, "Who it'd be from?" "I don't know. I'm just wondering if there's a check in the mail. We only have a thousand dollars in our bank account." This is all in the dream. My wife was like, "What? Oh my gosh. Are you kidding me? There's no money in the bank account?" Like, "What have you been doing?" I was like, "Ah, I haven't started selling anything yet." She's like, "Well, go start selling crap." Like, "What are you waiting for?" Anyway, the pressure is here, okay? The pressure is turned up. I'm excited. It was never my intention to be an employee. But I am super thankful that I've had this experience. I would never regret the fact that I've gone through this and that I've worked for somebody else and that it's Russell Brunson. I mean, come on. Holy crap. This is like a dream job which seems all the more ludicrous that I would leave ClickFunnels. What's funny about it is that there's a lot of people ... I don't know if some of you guys who listen to this that still think that I'm crazy about them. It's hilarious to me how many people have reached out, giving me their opinion on the fact that I should not leave. I go, "Okay. You have no idea what I'm going to go do." Some person messaged me and they're like, "Hey. Awesome. You're going to go do ..." I'm won't say exactly what they said, but it's just hilarious like ... It reminds me of the quote like if you're not marketing hard enough or if you don't offend someone by noon, you're not marketing hard enough. It's funny, guys. As you develop your own attractive character, be prepared to have a lot of naysayers that pop out. I actually kind of look forward to it now. If I don't get enough naysayers, I feel like I'm not taking as aggressive of moves as I should be, so bring it on. I like hearing the other side too, but man, every once in a while it's like, "Gosh." I wrote something back to a certain individual like three times, and I just ended up deleting it. I was like, "It's not even worth it. Just, ugh, whatever." It's funny. It's funny, but the pressure is on. So what do you do ... I know a lot of you guys are thinking like what do you do when you know that you're about to lose your job? I shouldn't say lose my job, I'm leaving. But most people they either lose their immediately because they got fired or they're leaving this other job with a two weeks notice. I've known for a very long time you guys, way before it was ever announced. Way before Russell every announced it before, everybody start talking about it. We have both known that I was going to leave ClickFunnels for a long time. What's funny about it is it's almost like ... I'm trying to think of an example, but you know like when you put something off and there's more ... I forgot the name of it. There's an actual theory behind this. It's when there's an ... Like if you have three months to get something done, because you have three months, there is added stress and pressure because you have three months of stress and pressure rather than it being needed to be done in three days because you know that it's three days. You know what I mean? It's been fumy because that's exactly what's happened. I've totally had sleepless nights. I've thought through ... I'm just being open about this, okay? I'm being open and I'm being real. I'm letting you guys know where I am. What's funny is I'm not nervous about creating revenue on my own. Obviously, I would not leave ClickFunnels without that being a very solid plan, which it is. I'm grabbing a little ownership and a few other things that I haven't quite announced yet. There's a lot going on behind the scenes in the world of Steve Larsen. But what I wanted to talk about real quick today was if you ... Okay, quick story. Russell has got this cool story he was telling me about the other day. I can't remember who, but he had this thing called like the 30 day challenge or something like that. I actually can't remember what it was called. But basically, the premise was this guy went around to all these gurus and he started saying things like, "Hey, let's say you lost everything. You lost your reputation or you don't have one. You're starting literally from scratch. What would you do to be back on your feet in 30 days?" It's a pretty powerful question when you think about that. Think about where you are right now and go ground zero in your own head, ground zero. No assets, nothing. No money, no reputation, no following, nothing. No list, anything, nothing at all. You have a ClickFunnels account and your rent on your internet has been pre paid for a month or something like that. What would you do? Right? What would you do? Someone messaged me the other day. They're like, "How can we not sleep anymore?" and stuff like that. What would you do if you knew you don't have a job in a few weeks? Come on. Tell me how would you handle it. I worked my butt off which I've been doing. We are more than fine. I made like 10 grand last week on this one event funnel, I'm sorry, application funnel. That's not to be cocky. I'm letting you guys know I'm not an idiot. I'm not going to just jump ship from something without any plan. It's a very solid plan. It's been there for a long time. It's amazing and extremely lucrative, and it's awesome. I'm excited to talk more about it once I'm no longer part of ClickFunnels, anyway, and tell you guys a little bit more about those things you guys can follow and totally funnel hack, which is awesome. Anyway, but what would you do? What would you think about? So I want you to know the process that I've gone through in my head to make sure that I'm ready to make the leap because I know a lot of you guys are trying to do that because you message me about it. A lot of you message me. I don't think you guys realize how many of the rest of you are also messaging me besides a lot of the rest of you also. There's a lot of messages that I get. It's fun and it's awesome. Please don't get offended if I can't answer every single one of them. It's logistically impossible now. But anyway, what would you do though? You think about that. What would you actually do? Then what I invite you to do is as I go through like two or three things here to let you know what I've done. I've already tested it. It's already making great money. It's already like this, you know, which is why I can leave, which is why I can go jump off and do that stuff. I want you to think through in your head your own checklist. What is it that you would do? Then I invite you to actually do it. Create that actual environment in your head and just get it done. You know what's funny about building funnels? It's really easy. I know some of you guys are laughing when I say that, but it is. Click drag, drop, click buttons, choose some colors, right? I mean, if you can send email, you can use the ClickFunnels editor, right? What most people screw up on and the reason why it gets hard for them is because they suck at making offers, okay? Funnel building is more about offer creation than it is putting a few pages together, okay? Any monkey can put a few pages together. They're even pre-done for you in templates where you literally would just have to change the copy on the page, okay? There's templates over the place. So then what is it really? Let's think about it. What actually is the reason why the funnel isn't working? It's because you suck at offer creation. If that stings a little, that's okay. It's medicine. Think through, "Wow. Do I actually know how to create offers?" Wherever you are in the world right now, I want you to raise your hand. I'm not trying to get on a side tangent here, but I want you to realize how I've been able to secure my landing as I jump from ClickFunnels, because I know how. I know exactly why. I want you to be the same. You've got to know why your stuff's working or why it isn't. If you don't know, that's the scariest thing ever. So I'm trying to shed some light on usually the number one reason why a funnel doesn't convert. Raise your hand right now and say, "I will not sell products anymore." What? "Oh, Mylanta. Steve Larsen, what are you telling me to do?" Okay, "I will not sell products or services anymore." Now you raise your other hand and you say, "I will now sell offers. I only sell offers now." Now think about that. The point ... I was getting kind of ticked off when someone's like, "The book Expert Secrets is only about info products." Bullcrap. It's not true at all. "The book Expert Secrets is only about webinars." No, you missed the whole point if you think that. Go back and read it again, okay? Webinars is just an example of what to do. It's an example of how to pull off what the book teaches. Expert Secrets is such a good book because it's about offer creation. It's not about webinars. It's not about info products. Those are just two examples of how to pull off what's it's really teaching you to do. If you missed it, go back, especially to the third section there what's called your moral obligation to sell. But honestly, the whole thing though, okay. The reason why I am totally at peace about this decision, there's some few butterflies here and there, but honestly, I'm very excited and I'm totally at peace about it. There's some freakout moments. I'm not going to lie, okay? It has nothing to do with whether or not my ability to make money. It has everything to do ... My biggest freakout has everything to do with not being around other marketers, okay? Sitting in isolation in my home office, that freaks the crap out of me. Not because I'm a chatty guy, I'm actually not. In public, I'm actually kind of shy. I am. I don't know what to say a lot of times. Whenever like after I finish speaking at an event or something like that, whatever it is, I'm actually pretty shy about it, okay? Anyway, it actually scares me more to just be alone and not be connected to the marketing nucleus that ClickFunnels is. You know what I mean? That actually scares me to death. So I have a few things coming out, a few things to help mitigate that. Things that I've watched and things that Russell has taught me one on one. As I sat back and I asked specific questions and realized like, "Oh, that's why you do this. That has nothing to do with you needing money over there is it?" He's like, "No. No, no, no, no." I was like, "That has everything to do with you staying connected and making sure that you've got the best of the best of the best." He's like, "Yeah." "Oh, man. Well, I'm going to do that." So just watch closely over the next few months because I am a funnel hacker. Anyway, so here's the reason why. It's because of offer creation. I've learned how to create offers. I'm actually using the same process that I teach as the Two Comma Club coach, the Secrets Master Class coach. This is not something where it's like I've read about it and now I feel like I can teach it. It's actually not that at all. I've been doing this for a long time and on my own before I worked at ClickFunnels, doing it for other people, doing it for their clients, doing it for their businesses, their customers, their product lines, and doing it for my own, right? Took a total hiatus, dropped pretty much everything except this podcast and a few other things as I started working for ClickFunnels. I will tell you that the two things that really made the jump, that it is making the jump more easy for me is that I've gotten much better at selling products. I'm sorry, selling offers rather than products. Then number two, I am far better at marketing and not just selling, okay? Those are the two major differences there. It's about two and a half, three years ago when I really learned the difference between marketing and selling, and then selling products versus offers, okay? When I sell offers, awesome. When I sell products, bad. I have to compete in price. When I do marketing, awesome. When I just do sales and no marketing, it's like starving leads kind of salesmen. It's not a fun place to be in at all. It's a terrible spot to be in. Anyway, so here's what I've done though, so I want you to know ... That's a long freaking intro. I'm so sorry. But anyway, here's what I've done, okay? What I did is I sat back and I thought, "What is the core of my business?" Now you think about what the core of your business is. Let's think about it. I think it's a ... Gosh, what book is it? I think it's Rework. Yeah, Rework. At a hotdog stand, can you sell hotdogs without relish? Yeah, you could, right? You could do that. Could you sell hotdogs, I mean, could you have a successful hotdog stand without having mustard? Yeah. What about buns? Technically, yeah, sure, you could. Could you have a successful hotdog stand without hotdogs? No, okay. At every single business and in every single value letter, there is a core aspect to the business. You got to figure out what that is, okay? If you don't know what that is, it's scary because you treat every product like the core and you shouldn't. That's where a lot of you will start getting in trouble and they start to ... they confuse offers and it causes a little schizophrenia inside of their customers because they don't know what the core of the offer is. They don't know what the core of the business is and what it's actually offering, okay? What I did is I figured out what the core of my business is and I placed it inside of a thousand dollar webinar which just kind of fits in the middle of the Value Ladder, okay? When I knew what the core was, I now could start testing it. First though, I wanted to make sure there would be traffic, ample traffic, ridiculous traffic, traffic in a way that I knew I would never have to worry about it again. So I started creating cool little free front-end products, and then I put them out there for free or I just put places over here or small little free plus shipping things or things ... You know what's funny? It exploded. It exploded. It made so much money on just this little dinky free crap where like barely any money kind of stuff. I was like, "What the heck?" We went on a cruise. We did all sorts of stuff. Anyway, it made almost matching my beginning salary with ClickFunnels for a very long time, which is hilarious. I couldn't believe it. I'm like, "Oh my gosh. There's something to this." It took me a solid two and a half, three years to really clarify the core and the niche, and find the niche and create it. Then what I did is I wanted to make sure that I would have an easy ascension. I know in past episodes I've said, "Hey, start at the core of the business and only sell that," which I did and I've done, but I have gone out and I've made sure there is an easy ascension. I've made sure that there's easy traffic in the front-end. I've made sure ... There's different strategies and ways to pull this thing off, okay? I've tested the core offer like crazy. It's not like I was skipping that step. I did not skip it at all. But anyway, so if you're going to jump ship, or if you're just trying to get your first thing off the ground, or if you're just trying to make a little extra money, I remember like my first goal was just to make an extra thousand dollars a month. If I could do that, I thought that I would die and be in heaven because I would be able to cover some bills. That was my goal four years ago, okay? It's crazy that how tiny that is. You can do that, okay? If you're trying to figure that out, number one, you've got to figure out your Value Ladder, okay? What I mean is figure out the core of the business, figure out a price point around a thousand dollars. Do not go cheaper, okay? And go start testing it. Go sell it like crazy. That's what I did. Then when I knew it could sell, I went in and found an additional traffic source, I proved out that traffic source, and that was a really easy very soft landing for me to land on as I jumped from ClickFunnels, okay? That Value Ladder, guys, is stronger than the majority of the business models I learned in my marketing degree. I feel like it gets misunderstood a lot of times. I'd go back and I read DotCom Secrets again if you don't quite understand that or whatever. Anyway, but that's how, that's why. I've got at least jitters. I've got all these, I mean, guys, I'm nervous. I am nervous, but there's complete safety in my head. Not just in my head, I've tested it. The fact that I've tested these things, there's a Value Ladder and I only am focusing on one step of the Value Ladder at a time. I've built up the front-ends. I've built up the back ends. I'm finishing up the core right now, and then I just got to turn the machine on. Everything else has been tested. I know it's literally about me just clicking a few buttons now which is great. If you're trying to figure out what to do next or if you're waking up and you're like, "Oh my gosh. Steven, there's so much data out there. There's so many things out there that I could go be doing right now. There's so much noise." What I'm telling you to do is go nail that Value Ladder. Figure out a core thousand dollar product or at least 500 bucks to two grand. Somewhere in there because then you don't need that many to actually change your life. Figure that out. If you don't know what it is yet, fine, don't let your brain leave that problem sitting still. That's where your head needs to settle. Be okay with the fact that it's unanswered still and just let it sit there, let it marinate, let it marinate, let it marinate. You sit there and you figure it out. Then you just focus on that one thing, go test it. It could be life changing. It was life changing for us. How crazy that that little tiny test that I did, guys, that had the complete ability to pay for the down payment on our house. We don't have a huge house, but it's not a tiny house. You know what I mean? It's because of that. Again, not showboating, I'm just telling you. I'm trying to illustrate the power of what it is that ... Anyway, so I totally have the jitters, okay? I'm nervous. I'm scared. There's a solid plan. I have I think eight different revenue sources identified. I'm just turning them on one by one now. They've been working great. Anyway, it's exciting... So what's cool about this, guys, is that from the ... This podcast is going to continue as I move past ClickFunnels, but what I really want to do is I'm trying to continue to podcast. I want to get to episode 100 before the end of the year. I don't think that's going to happen, but I'm not sure yet. But the reason why is because I want zero to 100 to be my journey with ClickFunnels. Then I want 101 beyond, I want to document my journey. I want to document what's going on, the process that I'm going through, being super transparent, letting you know like, "Hey, this Value Ladder worked really well over here. This one did terrible over here. This one and this one ..." You know what I mean? And just being super open so you guys can see like, "Look, Steven is hitting the freaking ground running, and he's on his own. This is how he's doing, and this is how he's doing it." You know what I mean? I feel like that would be crazy valuable, so I'm excited. I'm excited to keep doing these things, and I'm excited to keep pushing out. But I mean, there's totally been fear with it. I'm just trying to be true to myself so and it's going to be awesome so ... Anyway, I'd still be contracted as the Two Comma Club coach for Secrets Master Class which I'm very excited about. I'll still be very involved at ClickFunnels, actually, from that aspect. But I probably will never be an employee again in my life which is crazy. If you want that and you're still an employee or even if you're not, like get more clear in that Value Ladder, it's totally the key to blowing this thing up. We've noticed, especially people inside the inner circle, I've noticed other people ... Anyway, when someone has a clear Value Ladder, when they know what the core of their business is, when they know how they're actually making money ... What's funny is a lot of people don't know how they're making money, or it's haphazard, or they're like they think that the value is over here but really the market's giving them all the money in this area over here or whatever it is. What's funny about that whole thing is every time someone gets super clear on their Value Ladder, I'm going to give this free thing. If you have no idea what I'm talking about, go read the book DotCom Secrets, okay? That would give you context for the whole thing, of everything I'm talking about right now, but it is. When I read that and I was laying in the dirt with my M16 in my right hand and DotCom Secrets in my left hand, no kidding, when I read that and I was laying on the security line reading that book, my brain was exploding because now I had a map. I wasn't making it up anymore. Suddenly, there was this logical progression that went from this product to that product to that product. Oh, sorry. That product doesn't fit, so I can't do it. There was so much clarity in my head. It made so much more sense. It actually was calming to me on what the path was that my business needed to take. So it's the same thing. If you got noise just like screaming in your head right now, you probably don't know where you're going, okay? That's probably it. You probably have no idea where you're going. I know exactly where I'm going as I leave ClickFunnels. I have known for a long time, okay? At least six months, very, very clearly. About a year and a half, kind of fuzzy. But especially in the last month, the clarity is ridiculous. So if you got the noise in your head, you have no idea where you're going, it's time to get back to the Value Ladder and think through what am I actually trying to sell, what is my offer, and then what funnel matches that offer . Go build that funnel type, okay? You stay on that funnel till it's profitable, and the whole game will get so much more clear in your head. You might actually have fun with that again, okay? Hopefully, you still are, but that's exactly what I'm trying to tell you is that this is it's a very fun game. It is a game. I look at it as a game. I have a lot of fun with it, but it doesn't need to be this super confusing thing. I was confused out of my butt in my entrepreneurship classes in college. I took a lot of them because I really wanted to be one. All except one that they offered. I did really well in every one of them. I was always that weird kid that has actually doing entrepreneurial things, and actually had businesses, and was actually making money versus all the other students that were just trying to get A's reading books and writing reports. What I can tell you is that there's a lot of information out there, but it's as vital as for you to learn a ton of stuff as it is for you to shield yourself from a lot of crap and noise out there... The way I've done it is through the Value Ladder. That's the entire way that I'm able to go do what I'm about to do in January. So anyways, guys, excited for the journey to continue. I'm excited to have you guys with me as I keep doing it. I'm excited to keep pushing forward as I take this huge next step, it's a big step. All right, 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 internet sales funnel for free? Go to salesfunnelbroker.com/freefunnels to download your pre-built sales funnel today.Advertising Inquiries: https://redcircle.com/brands

This is one of the biggest lessons I've taken right from the desk of Russell Brunson 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. Now here's your host Steve Larsen. Steve Larsen: What's up, guys? Hey, I'm thinking here that I'm going to change up the intro music to this thing at some point. I'm excited. I can't believe that we're going to hit episode 100 in a few episodes here. That's ridiculous to me. I can't believe how fast that time has gone first of all or that I've had a hundred things to say. I just hope that you guys look back at each one of these episodes and you might think, "Hey, those were great episodes." I'm sure there's one or two where maybe something was weird or whatever, but I just appreciate the loyal following this show has. Just a big shout out to all of you guys. It's Christmas time and I'm not sure what faith you are and that's obviously not the purpose of this podcast, but we celebrate Christmas. We're putting up Christmas lights. It's getting cold outside. Been with my little girls and my little one just turned four and I have another two year old, and then my wife is three months pregnant as well. Super excited for the new arrival... Anyways, I always love this time of year. It's been a lot of fun. A little more focused on family time and things like that. It's been a whole lot of fun. Tonight we're putting together a gingerbread house and it was just one of those like cheap kits from Walmart. The thing totally collapsed like five minutes in. We ended up just trying to make this massive pile of sugar and candy and nastiness. It's actually a whole lot of fun. Anyway, it was a lot of fun. My little ones just whenever my back was turned kept like sneaking over and grabbing like big old handfuls of icing and like just stuffing it in their face. That is so nasty. Oh man. Anyway, it's a lot of fun. Hey, this has been an awesome last few days. Obviously not just family wise, but also with you guys. Big shout out to those of you who joined me on my last live funnel build. I've been doing those pretty regularly. For the next while, it's going to be pretty much every Saturday. As I build out whatever funnels I actually need, I just might as well flip the camera on and you guys can watch and ask questions while I'm actually building it. It's been a lot of fun. The last funnel that I just built was an application funnel. Honestly, the application funnel is probably one of my favorite ones to build besides the webinar funnel, free plus shopping funnel, eCom funnel. I like them all. Membership areas. I like them all. Honestly, what's cool about the application style funnel is how much it actually has an effect on your business. I think it was Frank Kern that said that there's really three things that every business needs ... Actually I think I've sent this list before as well, but whatever. He said, "Number one, you need to be having ... Just charge higher prices." He said, "Number one, you need to have higher prices. Just charge higher prices." If you just raised your prices by 10%, I doubt that anyone's going to leave just because of that. If they do, so what? You lose one or two, but the raised price of everybody else more than covers what they left with. You know what I mean? Most people are not going to bat an eye at all. You know what I mean? Prices go up. Everyone kind of expects that. Same thing with yours. They should go up. You should just charge more money. Figure out how to charge more money... That was his number one. Number two what he said was that you've got to have somebody in the backend calling all of your current customers to sell them a high ticket thing in the back, whatever that is, a five grand, 10 grand, 15, 25 grand thing, whatever it is in the backend. Whatever you're selling on the front, all those customer who are buying, just have somebody calling and selling those big things in the backend. A lot of the Inner Circle from Russell Brunson is always shocked at how fast that doubles their business. It's fun for me to read and hear about a lot of the comments because they'll be sending messages to Russell and whatever and be like, "Oh my gosh. Why aren't more people just selling something high ticket on the backend? It will double everything." I know. Those messages come pretty frequently as we tell people to do that kind of stuff. Figure out what you can sell that's high ticket in the backend and then the third thing he says is that figure out how you can sell things not on the internet. In reality, I mean the internet is fantastic. It's really, really cool, but when it comes to big sales, the internet's really not that effective for it. You got to change the selling environment, whether that's on the phone with those high tickets sales in the backend or direct mail or whatever it is. Somehow figure out how to sell not just online. It's funny because a lot of the data that's out there that we've seen shows that. That those who have both online elements and offline elements to their funnels actually make more money, rather than those who just stay online. Anyway, kind of fascinating. It was probably about two and a half years ago. I was getting ready to become an officer in the Army. I was in the ROTC program. I had already gone through basic training and gone to that fondness and actually really enjoyed that. Well, we wanted to do like a cool little charity run. What we did is we got together and we decided that we would do this 5K warrior mud run. This mud run was ... I mean it was awesome. It was totally legit. Anyway, it was awesome. We had literally like flame throwers actually. We had all sorts of like these dummy M16s laying all over the place. They had to run and sprint around with this stuff and climb these massive walls and jump through stuff. I mean it was really fun. It was legitimately quite a massive operation to pull off. Well, I was getting good enough with ClickFunnels at the time and ClickFunnels had been out for a little while at that time now. I guess this was ... No, this was about ... Holy crap. Yeah, that was about two and a half years ago. That's crazy. ClickFunnels had been out for a little bit at that time. I was getting good enough with it and I already had paying clients and I was traveling all over the place filming gurus in their events. Then I would go edit the video and then make a funnel for the video. That's kind of what I was doing at that time. It was before working for ClickFunnels or anything. I decided like how cool would it be if I built an event funnel for this mud run? What I did is I went and I put together this funnel and I kind of thought okay, on this very first page, there's a point to all this of course, on this very first page, we'll sell the ticket. We'll them what it's about. It was for a charity cause that would connect wounded soldiers. It would reconnect wounded soldiers with their families whatever hospital they were being kept in. It was a really awesome charity that we did it for. I mean it was so fun. It was so fun. The first page is sold the ticket. The second page told them more about information, things like that. When it was all said and done, I flipped basically the entire event funnel and we raffled off like rifles, like M16s and stuff, right, or 15s. Anyway, it was a lot of fun. Really, really enjoyed the whole thing. You know what's interesting is we had 650 people, 650 people show up. Three new stations. I got on TV because I was one of the main guys running it. I was in charge of huge portions of the program. It was over like 70 people and then another like 50, 60 over my actual unit. I mean I was super busy at the time, but it took me 30 hours, 40 hours to really polish it up, make it look awesome, but I built this sweet event funnel. 650 people. We raised a lot of money. We gave a lot to charity and it was just an awesome time. It would not have been possible without ClickFunnels. Now again that was before I worked for ClickFunnels and that was before all of that happened. What's funny is when the mud run ended, a lot of you guys know that story that I was really poor. I didn't have money to go to events. I didn't have money to do that stuff. I was trading tickets for funnels, right? I was trading airline tickets. I was trading event tickets for funnels. I was just bootstrapping. I was just finding a way. I knew that I needed to get there. What's funny because like two days after that whole event funnel ended, after that mud run ended, I went to San Diego on another person's dime because I was building funnels for him, and I went to the first funnels hacking live event. It was literally five days ... From the time that event was over, the mud run was over, I was hired at ClickFunnels like a week and a half later. I mean it was really, really fast. The whole thing was crazy fast. Maybe two weeks later, maybe. Anyway, it all went really, really quick. What's been interesting is I have always had ... What I'm trying to get to here is I'm trying to portray a lesson that has always been ... It's never been illicitly stated while sitting next to Russell, but is certainly a strong lesson. He might have said it once or twice. I can't remember, but like I had always thought ... Now think about the Frank Kern quote, right? Number three, how can you sell besides online, right? I went to Russell's event and he gets on stage and he's got the sweet event funnel obviously that he sold Funnel Hacking Live 2016 with. I go and I stand and I'm watching this stuff and I'm like, "Oh my gosh. This is so cool." I see him pitch certification and I was like, "I've got to get in this." I didn't know how, but I was like calling my bank. I was trying to get loans. I knew I would be better off ... Again this was like a few days before I got hired, certainly a day or two before I put the application in. Anyway, it all happened so quick. It's crazy, crazy fast. All of it. Anyway, Russell was selling at his event. Lo and behold, right? Not online. He found another way to sell besides online that he was selling at his own event obviously. Of course, he would. As I've progressed sitting next to him, what I have learned and noticed and we have implemented and put in place and I've done myself in many other places and especially in another industry really strongly, even in this one, is I have learned that everything you do as a marketer revolves around events. Your ability to create events. What is a webinar funnel, right? You're creating an event online through a webinar funnel, right? You're putting together an event online, right? It's the same thing. Auto webinar funnel. Now you're mimicking one. You're trying to make them feel like it's a live event, right? Now anytime that you are putting anything out online ... Russell's book launch. That was certainly an event, right? We built an event around it. When we had the Viral Video launch, we literally said, "Okay. We could just make this video and we'll just put it out there." We're like, "How can we make this more awesome. Oh my gosh. What if we actually rented the Boise State Stadium? Yeah. All right. Cool. What else can we do? Let's get Gary V. there. Oh my gosh." They're like, "Oh, let's get all these influencers there. Let's send out these really, really cool invites to get them there also. Oh, let's do bubble soccer." You know what I mean? We created an event around the launch. Okay? Every single time we have ever launched anything big or one of those big players like that, every time we've always put an event around it. What I've learned and what I've implemented on my own and a lot of you guys know I'm heavy in MLM, in the MLM industry and in other places as well, I have done that very thing and it's ridiculous what it does when you start putting all those kinds of events. Literally the only reason for this episode is what I'm trying to tell you to do is like figure out ways to create events around your marketing. Put these events around your marketing, whatever you're launching, any funnel you're putting out there. If you've already launched something, it's not that you can't create an event either. Again even though it's already launched or put out there, toss another bonus or two in there and call it something special as they buy the original product that get the other two with it. You know what I mean? You can figure out how to do that, but just have an eye for it... The whole thing is about you creating events. Okay? Sorry. There's two other places I'm trying to take this here. I was in Dallas two or three weeks ago. Holy crap. That was like three weeks ago. Time's moving. Oh my gosh. Anyway, I was in Dallas a few weeks ago and I was sitting down with ... He's the guy who created I believe ... Don't quote me on this, but I believe he created the company Travelocity. Huge guy, right? I mean extremely successful, right? Another guy who had done half of a billion dollars in sales. Another guy that runs all of the events for The ONE Thing. I can't tell anymore than that. [inaudible 00:13:29] Crap. Whatever. Anyway, but it's interesting. I was sitting there will all these guys and it was interesting listening to all of them. I could not believe how fortunate I was to spend an entire day with these individuals. I was sitting in Dallas. It was the day after I spoke. I happened to be there and I thought I might as well stay there and listen to what they had to say. I was sitting there and I was listening. There was this basically the equivalent of an event funnel that they had put together to help launch a certain product that they have coming out. They showed me the video and I'm being tender with this, okay, as I say that. I'm not trying to make fun of it or anything like that, but I lost so much interest after 30 seconds. I couldn't believe it. I could not believe how bored I got. It was like an awkward kind where I was uncomfortable to be sitting there continuing to watch this six minute video or whatever it was. I was like, "Ah-ah." It was the kind of video where I was like, "Oh man." There was like a billion things in red flags screaming through my head on what is wrong with this event video. Again not trying to throw rocks here. I'm just going by comparison. Okay? Here's another example. Have you ever seen the event funnel video that T&C puts out for their event? It is so boring. Oh my gosh. Again I'm not throwing rocks to the dude, but there's an art to this thing. Okay? All it is is Ryan Deiss standing up saying, "All right, guys. It's that time of the year again. We're going to have T&C and there's going to be this many people and this is what we're going to talk about." Okay. Now contrast that experience with the videos that Russell puts out about his event. Okay? If you have no idea what I'm talking about, go to funnelhackinglive.com and watch the video from this last year and you can even watch the previous two years also on that very first page up on the header. I know because I was heavily involved in the construction of it. Up in the header, up at the top there. You can watch it and just pay attention to your emotions. How do you feel as you're watching those videos? I'm filled with hope when I watch them. Huge hope. I'm filled with this enabling power. I feel like I can go take on the world when I watch those videos. I am not kidding. You guys will laugh at it, but Russell and I literally will play that video on ... We have listened to that over and over and over and over while we're sitting in the office working. We love the video that much, which might sound kind of weird. Anyway, that's what I'm trying to say with this whole thing is that think and feel your emotions while you're watching your own sales videos, while you're watching your own event funnel videos, while you're watching any of the videos that you put out there. It's all about emotion. You know what's funny about this podcast and what I've noticed about it, when I first started this podcast, the structure for each episode was very different than it is now. Well, not very different, but it's evolved. I would tell story for like 60% of the time and then I would give like some kind of tip or content piece the other 40%. What was funny about the whole thing is people kept saying, "Please give us more tips." I think people kept trying to tell me like, "Stop doing 60-40. Do like 20% story, 80% tips and tricks." I think I did that for an episode or two and it just felt weird. There was no story behind it to help it actually sink in. Funny enough, whenever I would do the heavy tips and tricks type of episodes, everyone forgot that crap anyway. Unless you wrap your marketing messages in stories, unless you wrap your events in stories, unless you are publishing stories, no one's going to remember what you're saying anyway. Story is what drives emotion straight into the heart where we remember the tip or the fact or whatever it is. Just that one little golden nugget. What I did when I was in Dallas is I said, "Okay." I'll try to say it nicely. I was like," Hey, great job on the video. Can I just show you this other one by contrast?" I pulled up Russell's video and we watched it. At the end of it, they were like, "Oh my gosh." I was like, "I know. What did you notice?" He's like, "Well, Russell's not talking about the event himself." Right? He's not talking about the event itself. It's a ton of testimonials. It's a ton of people talking about how much ClickFunnels has changed their life. It's a ton of people telling many stories and many epiphany bridges all over the place for this one overarching epiphany bridge story. That's it. What I'm trying to say here and what I'm trying to invite you guys to do is that I'm going to be building an event funnel this next Saturday. You guys should get this episode by the end. If not, that's totally fine too. Just know that I'm building a lot of funnels over the next two Saturdays especially as I prepare to leave ClickFunnels, which I'm super sad about still, which might confuse a lot of people for me to say that. I am quite sad about it. I've had many freak out moments. If you want to watch me build my next event funnel, go ahead and you can to salesfunnelbroker.com/live. Salesfunnelbroker.com/live. That's going to be kind of my HubSpot place for any funnels that I'm building live in the future. You can keep checking back there. If something's already gone through, there might be bit and pieces of replays, things like that. Anyway, there'll be stuff on there for you to go check out. Anyway, that's all I was trying to say with this is that when you think about the three things that Frank Kern says, right, just charge more money, have someone calling people in the backend and find a way to sell in other environments, well, one of those ways is events. I can tell you from personal experience, I've got a lot of people, 650 people, to my first event ever doing that. That's crazy. Now granted obviously I didn't do it on my own. I had a team. I can't take full credit for that, nor would I try to. However, we've built a lot of event funnels and events is marketing. Events is marketing. All right. Go think through the next event that you're going to put out. It doesn't have to necessarily be something physical. It can be totally virtual. It could be online. It could be whatever, but create events. Events naturally create urgency. They naturally create scarcity because it'll never happen again, which is like the biggest two tools that you have as a marketer. All right? If you want to come join me on the next funnel build that I do, go to salesfunnelbroker.com/live. Guys, thanks so much. Appreciate it. Appreciate the involvement. I batch record pretty much all these episodes. For me, I feel like I haven't put an episode for a while, but I know they've been dripping out to you pretty consistently, which is great. I have an awesome assistant for that and I will be interviewing her shortly, so that you guys can find out who she is. She does an awesome job with my podcast. Anyways, guys, you're all awesome. Appreciate you and get out there and crush it. 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 prebuilt sales funnel today.Advertising Inquiries: https://redcircle.com/brands

Routinely, these are the most common ways we'll increase the perceived value of our offers... Hey, what's going on everyone? This is Steve Larson and you're listening to Sales of Funnel Radio. Welcome to Sales Funnel Radio where you will learn marketing strategies to grow your on-line business using today's best internet sales funnels. Now, here's your host, Steve Larson. What's going on everyone? I am a kid at heart. What can I say? I'm going to be that way on purpose till I die. Do not make me into an adult. Hey, all right it's like 10:00. I've got three nights left before I'm going to go fly to Dallas, which I am super excited about. I am going to speak at Danny Vega's and James Smiley's B2B Mastermind, which, I am super excited about. It will be awesome. But I am up tonight and I am thinking through like the different things I am going to give and offer there and I am pumped about it. Ultimately I am going to do the same to you guys ... You know, if you want it. It's almost sad, I am putting the slides together, I'm putting together what I am going to deliver and put up there. It will be a three hour presentation, which I am really excited about, be fun. Anyway, I am thinking through a lot of the different funnels that I have built over the last little while. I am way past 300 funnels built in the last year and half. I have no idea how many it is now. I mean, it's huge. Anyway, I lost count. I know that, like there is one project once that was 82 funnels alone. I mean so honestly it could be in the 400's. I have no idea. I know that it is a crap ton. I was thinking through all the funnels. It was actually a lot of fun. Anyway, I think it was two weeks ago, I built a membership funnel live. A lot of people don't know you can build member areas inside Click Funnels that are amazing and frankly I still think that it's the best even out of Kajabi even out of all the other member area places, I still think that the Click Funnels ones are the best because it is still geared toward you continuing to be able to sell more and more and more. There is a lot of stuff that you can do inside member areas to increase your revenue even inside the member area that I don't know that you can do inside of other places. Anyway, lot of fun stuff. Went great. So I build the member's area live. It was, we had about 35-ish people watch the entire four and half hours while I built it live. And it was really fun because they could get there and they could interact with me. I did that for a live webinar funnel probably about a month ago and I just built out the entire thing live again, which, is a lot of fun. And I am going to do it again. I thought I would invite you guys to come along and join if you want to. It's one of the things that I will be giving and offering over to this mastermind too, in Dallas, which I am really pumped about. The pressure is on though. Man, got three days. It will be awesome. Just want to make it awesome, so ... December 2nd, what I am going to be doing is I am going to be building an application funnel. A high ticket coaching application funnel. Could be a coaching funnel. Could be some kind of application funnel. Could be high ticket product funnel. Could be whatever, whatever it is where someone has got to send or submit in an application. I am going to be building that funnel type. I'll show you three different strategies I have used as well. It has been kind of fun. I launched one of these of my own about a week ago in a different industry and it's going really, really well. I was able to pioneer a few different things that I am going to show you guys and it's working. It's been so cool to see it work. Oh, my gosh. Stuff I've never seen and even know what to do before. Anyway, if you guys want to go and watch it live and participate and things like that. It'll be at SalesFunnelBroker.com/live. SalesFunnelBroker.com/live... That is where you can register. I set it up just like a webinar on Zoom, but you guys can be on there, live with me and actually ask questions as we go through the whole thing and it's a lot of fun. Last group, anyway I know they learned a lot. I learned a lot. It was a lot of fun. I build from literally the ground up. Start from absolutely scratch and just show a lot of my different design principles and strategies. Things that are really fast. I build the whole thing together usually ahead of time. Try to have some assets together so that I'm not just filling in the blanks with dummy texts and things like that. It's great. Anyway, so plan on about four hours if you guys want to come watch, it's Saturday morning usually starting about 8:00 in the morning. 8:00 or 9:00 something like that Mountain Standard Time. You guys can jump on and watch. If you are listening to this episode and it is past December 2nd, for you and I guess for everyone else. I am going to be restructuring Sales Funnel Broker as I've, as I've ... It's great. I've tried to make it as a cool resource, a place that people could just download cool funnels. Some of them for free, some of them for paid. Show some of my other resources I use as I, you know that I used to funnel build with, but I need to revamp it. You know. I launched that before I even started podcasting so, I mean it's been out there for like a year and half. There is a lot of stuff I got to go update. I've got some cool ideas for it. I'm going to be selling some more ... Okay, just think about this for a second. I have built a ton of sales funnels in the last year and a half alright and I built funnels well before working for Russell on WordPress, which is terrible in different ways. On my own with Click Funnels during and it's been awesome. But, there are repeatedly the same funnels that I build over and over and over again that just kill it. Some of them in no matter what industry and some of them in very specific industries. What I was thinking is I've been listing out this huge list of funnels that I build over and over and over again. Why would I not build them from ground up with you guys so you can see how to do it and then at the end I will sell the share funnels as well as the recording with it. As well as, I always make these really in depth PDF maps so you can see what is going on, on each page. Why I do what I do, where it's hooking into. The automation behind it. Is there any third party stuff. Am I hooking stuff up with Zappy or how do I? I mean all the stuff that I am doing. And I want to be able to do and deep dive those things with you guys so that you've got even more power behind you on building these things. Anyway that's what's been going on this last little bit. It's been a whole lot of fun. I have been building. I just built an application style funnel. That one took me a couple of weeks 'cause I had to go film stuff and anyway it's been, but it was a lot of fun. There is a new take on the application itself funnel that I haven't really put out there before and it's been awesome. I kind of made it up. It's been working and it's in a different industry. It's been awesome but, anyway, been cool. Anyway, bit of a plug there... Whatever it's blatant and I hope you guys join. Hey, so, what I want to talk through real quick is the application style funnel. All right and real quick, so I don't know wherever you are or whatever but if you want to draw a value ladder. Right. At the bottom of a value ladder, and if you guys have never drawn before or this is your first time on the episode, or whatever it is at the very bottom of, like, lets, so the very lowest step. Let's say if you drew three steps of some stairs. On the very first step there that's typically where we have like a lot of free shipping stuff there. Free stuff in general. Free, free, free, free, free. Like lots of free stuff. Somewhere, usually between the first and the second stair step, personally that's where I draw. Like I call it the money barrier. When you break the money barrier, that's when you actually start to sift out actual customers versus freeloaders. Okay? It's super important. Something you always want to do. I put out lots of content for free. But eventually I sift you guys out. Who is it that is actually willing to pay to play? Who is actually willing to pay to learn and actually run fast with the people who are sprinting into certain industries. You know what I mean? Like, you've got to do the same thing. Pump tons of free content out there or whatever it is and then eventually you've got to have this barrier where you charge someone some money. Right? Then typically in the middle of the value ladder what I do is have a $1000 to $2000 product. Somewhere in that area. Right? That kind of becomes the core of the business. That's actually where I start. I start. When I start at, I only have you know. I'm doing my best to have one value ladder at a time. I know I did an episode a little while ago on that, but I try and do one value ladder where I start in the middle of the value ladder. I actually don't start at the bottom. I don't start by giving away free plus shipping things or the little tiny front end products or the little tiny. I'll start by giving out free lots of content and publishing. But I actually don't start selling stuff, you know, I start with the $1000 to $2000 range in any business. Because, you know when I am consulting or my own self or whatever it is, because it does not take many $1000 to $2000 sales to make a dent in the wall. It does not take many $1000 to $2000 sales to give you awesome profit to dump back into ads. How many $7 products do you got to sale to actually make a profit? A ton. Right? I would rather the market tell me what to create on those front end products. I don't want to guess. That's super risky. Seen a lot of people waste a lot of time on lower front end products. They don't work. It's a huge shame. I mean cause you just wasted all that time. You know so, what I do is start with the middle of the value ladder and then what I do is I typically also. Number one, start in the middle. Number two I go to a high ticket product in the back end. I don't go to the front end yet. This is the order in which, what should I call it. This is the order to create products on the value ladder. This is the order to do it. That I've seen work the best that I've done many times. Number one I start in the middle. Number two, I go back to the high end stuff. At least $5000. Right? $10,000, $15,000, 25 grand, in that range. You know, at least 5k though. Okay I guarantee, I mean if you've got any value at all you've pumped into the market place you could charge five grand for an event and get a few people to come in. That's actually how Russell started by selling those events. It actually started in events. He did that. He sold an event for $5000 and got two people to pay and was like, "What the heck? That's so cool." Number one, start with the core, number two you do kind of the back end. Number three, that's when I start creating front end products. That's when you start creating your little $7 things. Your $27 things, your $50 your $100 things, maybe even up to $300 things. If you start by, you know it's funny when you read the book Dotcom Secrets a lot of times what it makes you think is that you need to start the creation for your business the order is to create them is that you start with those front end things and that's just not how you do it. If you do it that way you are guessing. It's a lot of volume you've got to go through to actually make that thing convert before you've got to keep tweaking it before it actually. I mean even Russell himself when we launched those when we launched our own funnels. Most of the time round one they are not usually not successful out of the gate. Okay. It's usually when we make the second tweak. The first tweak the second tweak that's when they get wildly profitable. And Russell is Russell Brunson. He's I ... Second to him I have probably built more funnels than anyone I know. Any guru I know. Anyone. Like period, but he's number one though. He's done it, way, more than I have. Does that make sense? Like that's crazy. Even for him. Okay. If you look at how click funnels did stuff as well. Click funnels started by selling $1000 product called Funnel Hacks. Then it went into events and higher ticket things in the background. And then started creating things like Dotcom Secrets and front end things and Funnel Swag and Frontal U and Frontal Graffiti and all these front end products that all lead into the same thing. Does that make sense? For whatever reason it gets like it's sexy in someones head to do it the other way around or we start there. Don't start there. Do that last. Do that last when, when ... 'Cause here's what is going to happen. When, you start selling $1000 product, when, you start selling something that is thousand bucks, right? Or $2000 or whatever it is. The core of your business. I'm not saying it has to be that. But it's got to be enough money where it doesn't take many of them to really make a dent. Right? ... Where, you can dump huge profits back into ads. Right? When you start doing that you are going to get feedback in the form of complaints. It's just part of it. I remember the first time that ever happened for me. I was like why the heck are you complaining about this? "I wish you did X, Y, and Z. I wish you did this. Blah. Wipe my butt." You know and I was like, "Oh, my gosh. Are you serious?" What's going to happen is you are going to start to get feedback in the form of complaints. Now it is your job as the entrepreneur to sift the complaints and you want to sift them into two different groups. You are going to sift the complaints number one into feedback for how to tweak your existing offer. Okay. You might be getting these complaints and you're like, "Crap". Wait they are right. I should change X, Y, and Z. I need to tweak this thing. All right. That is what Russell is doing. That is what he and I are doing. Typically, when we launch something and we've got to tweak it the first round or two we are listening to our customer feedback and we're like "Crap. Let's sift these things. Okay? Let's go and et's tweak the offer. Let's make it even better." Right? The second thing though. The second category you gotta look for is, is when you can sift these customer feedback items and their telling you what to go and create on the front or back end of your value ladder. They are letting you know. The market is telling what it is that you need to go and create. Okay? These front end products are being created by the customer who bought your middle tier product. That make sense? Let me say it again. Your front end products, typically the most successful ones I've ever seen. Typically, the ones, their being created third. The customer is telling you what they want you to create. They don't know they are doing that but that is what their doing. We're taking all those pieces of feedback and we're saying you know what? People wish they had shirts with our logo on it. Let's make Frontal Swag. You know what? People are telling us that they wish that they had something to help them write their copy. Front End Scripts. Right? We didn't start with front end products like that. We started with the mid and I personally do that as well. I start with the middle area of the value ladder at least $1000. When I get that core down when I get it converting. "Psssh." You've got yourself an ATM machine. You've got a cash machine... Then you make an application style form on the back end selling your one-on-one coaching, you're done for your stuff, your implementation styled products. Right? Don't put implementation styled products. Don't put coaching. Don't put one-on-one stuff in the core area. Don't put yourself in the fulfillment of the core of the value area. You put that in the back end. That is why I am going to build an application stype funnel with you guys. That's why I am doing that. If you want to come join me and watch me do it. Right. Get your questions answered then come watch. SalesFunnelBroker.com/live. You can watch the whole thing. I'll do the whole thing. You can watch for free. You know and follow along. You can do whatever you want anyway, but then I am also going to have for sale the actual funnel themselves as well as the training as well as a whole bunch of other stuff. It's just going to be awesome. Action sequences, a whole of bunch of other cool things I am going to toss in there for you. Then what I do is I build front end products. Front end funnels. Front end things that can with the only intent. You're not trying to make money on them. The only intent is to recoup ad costs and get customers for free so that anything they do on the middle of the value ladder and on the back of the value ladder is pure profit. Does that make sense? This is like value ladder strategy and it always irks me just a little bit when I see someone. I'm like no. Don't start with the front end product. I'm not telling you, you can't make money but, you gotta sale a crap load of those things to make a difference in your wallet. I got so animated I just threw my pen. Oh, almost landed in the trash can. Anyway, so hopefully that helps. That is all I am trying to say with this whole thing. I've built a live webinar funnel, live. I built the membership area funnel, live and a lot of cool strategies that showed how to use them in affiliate areas too, which is crazy cool. Then I am going to do an application style funnel as well. All of these are going to be available shortly on SalesFunnelBroker.com. If you want it, go check it out. I've got three requests in a single hour to build someones funnel. There is no way I can handle it out. There is no way I am going to try to. Honestly, it would be a disservice if I did try to. It'd be a disservice to all the people that I said. You know that I would say yes to. The way that I am getting around it is still building the kick butt totally rockin' funnels that I do know how to build but do it live with you guys in a template where can go do the same thing you are trying to do with it. You know what I mean? That's why I am trying to do these things live. For a while, I've got a huge list of funnels guys. You guys have join me for a while. I'm. If you want to keep going back to SalesFunnelBroker.com/live periodically, I'm just going to be building funnels live for quite a while. You guys can still come in. You can still grab them. I am going to be updating a lot of cool stuff and sharing things. It's the latest and greatest. Things that. Stuff that I know no one else is doing. Because we either pioneered it or I made it up or I figured it out or we made it up. Or whatever it is. Anyway, I'm excited. If you want to join you can. Please adhere to funnel strategy that we know works the best. Or I should say value ladder strategy. This is the order to build products on a value ladder. Number one mid tier, not front end. Mid tier, mid product, mid priced at least thousand bucks. Number two, go towards the back of the value ladder. Go at least $5000 on something. Coaching and event. Some kind of done for you application. Some kind of implementation. That is where we do that, higher up on the value ladder not towards the bottom. Number three, then we do the actual market driven front end products. Not from us with the sole intent to recoup ad costs. Anyway, I feel like the last few episodes for me have been a lot of techno babbled styled stuff. But I feel like ... Anyway, I hope you guys feel and sense that I am just trying to drop gold. These are the things that I do. Things that we know. Things that I have been doing for a long time and I just. Anyway, it blows me away when someones like "Oh yeah, I've got all these front end products and they are doing well, but, I'm not making any money." It's like, "Duh." 'Cause you're not supposed to make money with that stuff. That's supposed to give your customers for free. What's your actual business? What's the core? What's the mid tier product? What's the back end? Anyway, so hopefully this has been helpful. Hopefully these episodes have been great. I've kind of done some funnel deep dives lately. I've got some cool plans for this podcast coming as well. I am excited for you guys to be part of it and. Anyway if you've gotten any value at all. I love hearing that. It kind of keeps me going. Keeps me juiced. Because each one of these episodes honestly takes me in full after creating it, after putting it all together about an hour and half to two hours per episode. It's nice to hear ever once in a while, like a little shout out. I love it. Super nice. If you guys want to go to iTunes. Please rate the podcast. Give a rating. A love the written reviews. That helps me like crazy. That helps everyone else trying to find this kind of information as well. Anyway, it has been great. Last little shout out. If you guys want to join with me and dive into this whole thing. Even if you don't have a Click Funnels account, you can still watch. It's just a Zoom link so you can do live Q & A with me with everyone else and we'll build this whole thing together. And it's going to be awesome and I'm going to keep doing that for a while. Mostly 'cause I love building funnels. Some of them are funnels I need to build anyway, personally. I just thought I would include you in the journey. Go to SalesFunnelBroker.com/live and you can check that on out. Anyway you guys are all awesome and I will talk to you later. Bye. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get on of today's best internet sales funnel for free? Go to SalesFunnelBroker.com/freefunnels to download your prebuilt sales funnel today.Advertising Inquiries: https://redcircle.com/brands

Heres some of the best business lessons I've learned while sitting next to Russell Brunson for 20 months... Hey, what's going on everyone? This is Steve Larsen and you're listening to Sales Funnel Radio. Oh, yeah. 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. I'm still such a dork. Hey, I want to, so just real quick, I know I talked about in an episode ago, my voice is just rocked right now. I want you guys to know a really cool success I just had. It's good that we all ... Your successes, too. I want to hear about them. Don't shun your successes. Everyone, you got to go embrace your successes. Here's one of mine. I used to call them brag moments. When I was in the army, we'd be doing push ups. There was a time when I was commanding 150 people, and I was pretty good at push ups. I've got, honestly, longer arms than most people so they were a little bit harder for me, but I wanted to be good at them. I'd be doing these push ups, and I'd look up in the eyes of all the guys looking at me while I was doing it, and I'd be like yelling at them, getting them going. We were all fired up. You know, we were trying to keep each other motivated. It was a lot of fun. I used to have these brag moments to distract them while we were in those painful episodes, right? I would say, "Hey, Johnson. Brag to me, man? What's sweet in your life? What are you doing right now that's just kicking butt? Don't be humble. You tell me what's awesome in your life. What are you doing awesome at?" He would tell me. "Well, I did great at this," or, "There's a test I killed it at at this," or, "I did this over here. I did this." He would tell me that stuff, and it was cool how much confidence that brought the individual. I wasn't planning on saying this at all, but be cognizant of those things. Whenever you have a win, take time to win. You know, I'm not saying you've got to stop your whole operation and throw a party every time, but take time to acknowledge it, and be like, "Yeah, I'm the freaking man." Not in a cocky way, you know, but take pride in what it is your own personal progression. Be in competition with you, and get excited about those successes. Those are the successes to get braggy about. The ones where you're in competition with yourself and go kill it. Anyways, here's a cool one for me. I was asked to speak at a B2B Mastermind last weekend. It was a ton of fun. There was a FHAT event, though, two weeks ago, and I was solely focused on that. By the time the Funnel Hack-a-thon, the FHAT event, was done, I only had one week ... Actually, it was like five days. Only like five days to create an entire three hour presentation. Okay, I've done a lot of four hour presentations without stopping. I've done a lot of 15 hour ones at the FHAT event, too, but three hours, that's still a long time to prepare for, when it's a new material the whole time. You know what I mean? Meaning I had to reorganize and restructure it. I was spending all the evenings, I was thinking through strategy, I was talking to all my buddies, I was trying to figure out all the pieces in place. I was like, "You know, let me know what you think." I was trying to get a heartbeat on the industry, trying to figure out where people are. You know, what are the false beliefs of all the people who are going to be in the room? Literally doing the same strategy of creating a new product that I would anywhere else. I went through, I was like, "What are the false beliefs of the people in the room? What are they going to be thinking? What are they going to falsely believe about my ..." It was cool because I got to pitch. This was my first time ever pitching from stage, so I wanted to do a good job. I went, and I was flying over there, and I've got longer arms than the average bear, like I said before, so anytime I'm trying to do work on a computer in an airplane, it is not easy. My hand is contorted into the weirdest positions just for me to ... It doesn't work. Anyways, it's like a five hour flight with one stop and all that stuff over there. I'm getting stuff done, and it's like 10 o'clock in the evening. Wait, no. When did I land? It was 11. I landed at 11, got to the hotel at midnight, and I'm presenting this thing in eight hours. I was like, "I have barely even started the slides on this thing. I've barely made a dent in them. Oh my gosh. Okay, well, buckle up. When in Rome. Let's just get this done." I sat down in the hotel room, and I just put on tons of awesome music. I was listening to the Foo Fighters, and Muse, and Incubus, and all my favorite bands, and I was jamming out. I was just cranking out these slides, and I was working the formula, and I was putting the pieces together. All the things that we know, do the best. I put those pieces together, and I look up, and it's 3:30 in the morning. I was like, "Crap. I'm only going to sleep a few hours. Ah, whatever, let's make this sweet." Then I went back through, and I was making things, and I was fixing it. I was like, "When in Rome, baby. Let's go, get this done." I went through and I was writing the script, and putting all the pieces together, and about four o'clock ... I only lasted another half hour after that, but about four o'clock, I fell asleep, and I finished, and it reminded me of all these other hack-a-thons that I'd done with Russel, where we're like just dying, but we have a deadline, you know? It's letter gold. Are you going to get it done, or are you not? You know, just do it. Time's not going to wait for you, just get it done. I was like, "All right, well, I'm going to get it done." Anyways, I went to bed at four a.m., and I was on stage talking and teaching at 8:30 a.m. I only slept four hours, got up, didn't eat, didn't nothing else, I just dressed and showered real quick, and I got downstairs, and I started teaching. It was a lot of fun. There is a rush. If you guys have never done a webinar, I beg you to, because it's like the fastest way to cash we've ever seen. Myself, personally, as well as with Russell, and all the two comma club coaching students that I have, but especially though from stage. There is a huge endorphin rush from stage. I love it. I didn't feel like I only slept four hours. I felt like I had a full night's rest. I was on fire. It was awesome. I actually got the recordings back, which is awesome. I was teaching B2B people how to make new opportunities from their offers, and a whole bunch of other stuff, which is really a whole lot of fun. My first session ended, there was a bit of a break, and I hadn't even made order forms yet, so I run to the back with my buddy James Smiley, shout out to you, buddy. Hey, a little side note, actually. You guys know when I did that six part series where I interviewed someone from the six different industries that we know are using click funnels? James Smiley is still the guy who represents the B2B industry for me. He is killing it. He's doing awesome. From that one podcast episode, and the things that he's created from that, only two, three months ago, they've done huge numbers. I'm not allowed to say how much, but a lot of money, and it's been awesome. Very, very proud of what he's created. Super pumped for him. Anyway, he's been a friend to me for a long time. Anyways, he was there. It's his Mastermind. Him and Danny Veiga. They were both there, obviously. I was there with them, and after my first session, I realized that we didn't have order forms done, so James Smiley's running over to the back, and he's writing these order forms, and he's putting those things together. I don't think anyone in there knew. I started feeling like crap, so I took some more caffeine. "Let's take some vitamin C, baby, some caffeine. Let's get this thing rocking." I did my first ever stage pitch. I've taught in the whole perfect webinar format many times, but I take out the last part where there's the actual offer, and this time I didn't stop it. I'm really excited, you guys. I closed 28% of the room on my very first time ever pitching from stage. By comparison to other stage presenters, that's actually quite good. I'm very excited, you guys. That's my brag moment for this episode, and I'm super, super stoked about it. Well, what I wanted to go through real quick with you guys is, there's two different directions I could take this episode. I've pre-written out a lot of stuff, a lot of ideas. There's two different things, okay? Anyway, so what I was going to tell you, though, is that was Friday, and I went to bed at like midnight, and got up early again, and I had a full day of meetings with another group of people that was over there in Dallas, and then I went to bed again at four a.m. that next night. It's Monday, and my throat is on fire. I'm actually going to stop here, shortly. Principle number one, just get it done, just do it, okay? You set the goal. It's like when I would buy tickets to triathlons. The first triathlon I did, I just bought the ticket before I was in shape, because I knew now I had to get in shape. You know, same thing. All right, set the date, start sending traffic to your registration page. Just get it out there, and you will figure out a way because you have to. You hold your own feet to the fire, feel a little pain over it. I dare you to feel a little pain over it, but you'll find out actually really quickly that it's the secret to getting a crap ton of stuff done and actually your goals much faster. I've got to get some water. Just a second. There you go. This is live. Unedited. Raw. Steve Larsen, raw. That means different things in different places. All right. Hey, so what I wanted to go through really quick was, it reminded me of this, is I was thinking through a lot of the lessons I've learned, because I was teaching a lot of cool stuff at the B2B Mastermind, and super stoked I get to speak again in January, probably in February. In March, I will be, as well. I'm kind of off to the races. I'm going to speak a lot next year, so I'm kind of warming up baby. I'm excited. Hopefully I'll sleep more next time... Anyway, guys, as I was starting thinking through the different lessons that I've learned while at ClickFunnels, things that I could share at the B2B Mastermind, I was reminded of a list that I kept for a long time when I first got hired at ClickFunnels. I first thought to myself, "Oh my gosh. I get to sit next to, in my opinion, the most brilliant marketer that is alive, Russell Bronson." I was like, "How on Earth am I going to be able to capitalize on this? You know, how am I going to learn the most? How am I going to take away the most I can from this?" What I did is I keep a list of "Brunson-isms", okay? These are "Brunson-isms." These are 12 "Brunson-isms" that I've kept over the years. Well, I shouldn't say years. It's been almost two years. It feels like years, though, guys. We've been hauling cojones for a long time. I feel like I just have not stopped. I'm in a whirlwind. Anyway, but I call them "Brunson-isms." These are the things that I have written down while sitting next to him. When I say that I don't mean in like the same building, I literally mean arm's length away. As he'll be on coaching calls, as he'll be coaching in a circle, as he'll be talking to someone on a podcast interview, as he'll be launching this or that, or creating this video, or making this podcast episode of this own. You know what I mean? This is just 12, okay? I sifted out a lot of stuff. I didn't want to talk specifically about funnel building strategy. I wanted to talk more about how you act as an individual, as an entrepreneur. Anyways, these are 12 "Brunson-isms." I won't dive too deeply into these, simply because some of these, the lesson just kind of speaks for itself, but guys, one of these lessons alone has changed my life, in my personal business, I mean. Anyways, I'm excited to go through these. I realize it's 12 of them. Usually, it's easier if I say like, the three things, the two things, the one thing, maybe five, but there's 12, okay? I wanted to get them all done in one episode, so that you guys could hear what they are. These are the 12 "Brunson-isms" that have had probably the most impact on my life. My life, not just my business. I sifted out those. This is my life, okay? Number one "Brunson-ism," and these aren't ranked. They're not ranked. I wrote them down. I was actually in a Trello card, and this is just a running thing that I've had for a long time. Number one is don't create stuff. Document and sell instead, okay? Huge lesson. I did a whole episode about this a few episodes ago. It changed everything, okay? Anyway, it's crazy you guys. Review, document, and sell what you're doing instead of take the time to create it... I spent eight months making my first info product, and no one bought it for the first few months because I hadn't spent any time creating any market pressure, creating any interest. I didn't know what I was doing, okay? You can go spend a ton of time figuring out the actual like, "Let me go make the whole thing first." No, no, no. Flip it. Sell it first, then document it and create it as you go. Sorry, document and sell as you go. All right. That's number one. Number two, and I'll do like a review, just I'll read all of them real fast at the end, too. All right, so that's number one. Number two, design doesn't sell stuff. Okay, design doesn't sell stuff. As sad as that is to a lot of designers that are out there. If you look at Frank Kern's funnels, he's got a completely white background, and all he has is a headline, a video, and a button. That's pretty much it... The more I've been doing this game, the more subtle my design's become. I do think that design will help with follow-up sales, but it's still not the thing that sells. If you're getting hung up, like, "What should my funnel look like? What should this look like?" Scrap that attitude... Scrap that mindset, and know instead that it's the copy that sells, it's your offer that sells. Okay, that's it. If you're going to spend a lot of time on the funnel, the place to spend the time most on, after an offer, after all that stuff, is on your video. I don't mean like making it all professional, and stuff like that. I mean the script. I mean actually what are you going to say in that thing, and how are you going to come across as human rather than it being scripted? The actual words on the page, that's what does the converting. As much as we sometimes want to trick ourselves and think that it's the colors, and how good it looks, and things like that. That'll help you for a little bit, but there's no longevity with it. Anyways, that's number two. Design does not sell stuff, copy does. All right, number three. This is a big one. A little bit ago, Russell talked about, we realized that one of the reasons why Russell is where he is is because ... and honestly a lot of the other people that I know who are wealthy that have become wealthy quickly on the internet, is because they stopped selling one to one, okay? Bear with me a little bit, okay? Understand where I'm taking this... I'm not saying not to have call centers or people doing outbound or inbound calls, or taking inbound calls. I'm not saying not to do that stuff. What Russell, as the main entrepreneur, the entrepreneur of the company, has learned to do is sell not one to one, he's learned to sell one to many. Think of the scenarios where that applies most, okay? One to many. One to one, that's when I was like doing door to door sells, right? That's when I was a telemarketer, right? I was good at those things, but it's still only one person hearing the pitch, right? 28% of the people I closed in that room before, let's think through that, though. 28% of the people. That means I've got to talk to a lot of people one on one conversations. I've got to do that pitch a ton of times to really make a dent in my wallet. Well, what Russell's learned to do is get a lot of people in a room, or a lot of people in a webinar, or whatever it is, and pitch one to many. If you can learn to do that, wealth is easier to be yours, okay? All right, that's number three... Number four, this whole thing has been all about movement. There have been many times both personally and with Russell in the office there, where we'll look around, and we'll be like, "I don't know what to do next." Personally, in my own business, I've run into this many times, and you probably have, too, where you're like, "I don't know what to do next. What am I supposed to do next to actually be successful with whatever I'm trying to do?" You've got to come up with that plan. One of the biggest lessons I've learned from Russell is that this is all about movement, all of it. All about movement. Just move, okay? Think about a river, okay? There was this river I was rafting down once. We went on this 36 mile kayak trip, and it was a lot of fun. 36 miles, that's long, it's not like crazy long, but it's pretty long. It wasn't supposed to be that long, because the river was supposed to be moving, but what's funny is like the first 12 miles it was moving. It was fast. It was a lot of fun. Going through, I'm an adventuresome kind of guy. The last 24 miles, though, the river stopped moving. We literally paddled 24 freaking miles. We were so sunburnt, because we were planning to be out there like four hours. We were out there 12 hours. 12 hours, no sunscreen, like none of that stuff. Barely enough water. Actually, we pretty much were all incredibly dehydrated. We were so sunburnt that we couldn't stand for like two weeks. We actually got hurt over it, okay? Eventually, you've got to steer the ship in the right direction, but if the thing isn't moving in the first place, then who cares? If you don't know what to do, just move. Think to yourself, "I don't know. What should I do next? I think that." Like, cool. Move forward. If you really have no idea, just do something, okay? Don't worry about placing your foot in the most perfect place before you start going, or having all the steps planned out. It doesn't work like that. Hardly ever does. Never has for us. Never has for me personally either. Just about movement. Some people are like, "Well, that means you're going to do like 13 things you didn't need to do." It's like, yeah, but I found the three that made a ton of money, and you still haven't done anything yet. Anyway, this is number five. Number five is a big one. One of the first things Russell said to me when I sat down next to him, is he turned around and he looked over at me, and he goes, "Hey Steven, I want you to know why you're here." I was like, "Cool, I would love to know that, too, because you chose me out of a bunch of people. Why am I sitting next to you?" He's like, "Someone told me early on," I don't remember who told him this. He's like, "Someone told me early on, though, that there are starters and there are finishers." He goes, "Steven, I think that you are a finisher. I'm a starter." What's funny is that's true for me as far as funnels go, but it's part of the reasons I'm leaving ClickFunnels, is because I'm actually a starter. I know how to finish, but I'm actually a starter, and I can't not start stuff, and I've been doing that the whole time since I've been there. Anyway, just know, though. Usually, most of us have a predominate side. Are you a starter or are you a finisher? Sometimes one of the reasons people aren't being successful is because they're a finisher and they're trying to do all these starting things. Go find a starter. Attach yourself. Same thing as the opposite. If you know you can start a ton of stuff, but you take forever to finish things, find a finisher and connect yourself to them. Russell told me early on that's one of the reasons he's hired who he has, is because he's like, "I'm a huge ridiculous starter," which is true. You guys will see all the things that he does. He moves fast. He goes to sprints quickly, but he said, "I have tried to hire as many finishers as I possibly can." Anyways, huge sage advice. All right, number six. Russell's a delegation master. One of the "Brunson-isms" that I've learned probably most from him is, I'll make comments like, "Oh man, I wish I knew JavaScript better." Or, "Oh man, I wish I knew CSS better." He'll be like, "Why? We've got a guy for that." I was like, "Yeah, but then I'll be able to do X, Y, Z." He's like, "No, no, no. We have a guy for that." I was like, "Yeah, but I'm interested. It would be cool to know that." He was like, "That doesn't matter, dude. It's not what makes the money." He's done that to me many times. I like video editing. I like sound editing. I geek out over the process. I like geek out over the process of doing the thing that I do. It's a lot of fun. All of the pieces of it, all of the aspects of it, but one of the things he's helped me realize is like, "Man, you just delegate like a beast." That's exactly what he does. He's a visionary, he moves forward, he's a mover, he's a shaker, he figures those things out, and what he's very good at doing is figuring out what he shouldn't be doing. Not what he can't do, but what he shouldn't do. There are many things that he could do that he's not, because he shouldn't be doing those things... He should be focusing on the other parts of the business. Does that make sense? One of the biggest lessons I learned from him. It's not that I didn't know it before, but seeing it in action. It's insane, you guys. It's how he gets so much done. He doesn't do it all on his own. He doesn't try to. Sometimes, a lot of us, especially for brand new, for kind of a solopreneur, I actually have a team. I haven't told you guys much about them. I will interview them shortly. I want you guys to know who they are and how I found them. Specifically how I found them, so that you guys can do and start to replicate yourself as well, but I have my own team for my own stuff. I have for a long time, for this exact same reason. I delegate like a beast... I've got all sorts of stuff going on. I've got software being created, I've got an app being made right now, I've got tons of stuff that I do that I juggle on the side of working at ClickFunnels, which is kind of ridiculous, but it's because of this principle that I can do that. I'm not doing it all on my own, and neither is Russell. Anyways, delegate like a beast, you guys. Okay, next one. Moving on. Selling is all about status. Okay, if I'm trying to sell stuff, you guys got to understand that if you're selling things to people, in the person's mind, this is what's really happening. "If I buy this dude's thing and I fail at it, I'm going to look like an idiot." That's one of the biggest hang ups. That's one of the biggest reasons people don't buy from you. One of the things that he's taught me a lot of is that, "Look, selling's all about status." Okay, that's why there's a guarantee. It has less to do with them being able to recoup their money. It has more to do with them being able to protect their status, so that when they go to their spouse who didn't know they bought the thing, and they go and something breaks, they can say, you're giving them the excuse, you're giving them an out, you're giving them the ability to say something like, "Oh, don't worry. It's under warranty. Total crap. I shouldn't have done that, but I got the money back." It protects their status. It's all about status. You're trying to increase their status and protect them from losing it at the exact same time. Anyway, next thing. Biggest thing I see from Russell, also, he's a huge planner. Big massive wall calendar. Since seeing that, I got one last year, and I just got my one for next year, also. It's for macro level planning. We really don't do that much micro level planning, but we almost always have what we're going to do the next day totally planned out before we get there. Meaning, I know what I'm doing tomorrow. I know what I'm doing the next day. I know what those things are, but we've got a macro level view on these big massive wall calendars. "Okay, we've got this event this day. We've got these things this day. We've got that that day. We've got these pieces here. We've got that there." What's cool about it is that it actually really ... In my juvenile years, I used to think that planning would cause some kind of stress, because I had to think through details that I didn't need to know yet, and there's an element to that, but if I keep it macro, it actually takes more off my head. I actually increase my shelf space, my mental shelf space, when I use a macro level planner. Then I'll have a micro level one on just a legal pad. Russell does the same thing. He actually types it, he prints it, but I like to write mine on a legal pad. Anyway, plan the day the day before. All right, there's a few other delegation points here, so I guess some of these could have been combined. When you hire people, your only focus is to hire those people to do business stuff, to tend to the actual business, so that you can do what your role is. As the entrepreneur, your only role, the only thing you need to worry about is selling. That's it. Stop worrying about your dang logo, okay? I know it's cliché, I say it all the time, but it's true. Stop worrying about your logo. It doesn't matter, okay? For a long time, it does not matter. What you're trying to do, is it's proof of concept that you're looking for. Just sell it. Sell stuff, and know that at the beginning, you know what? You'll probably have some refunds because you didn't sell it right. So what? You're moving. Anyway, so when you hire people, you hire people explicitly to handle business stuff, right, so that you can do your job, which is to sell, sell, sell. Basically, if something doesn't make you money, you shouldn't be doing it, okay? Yeah. Okay, another huge thing that I see Russell do, which you guys actually have also been a part of, you may not have known it though, is that do your best to include your customers in the creation of your business, or at least your product. I mean, how many things does Russell publish? A lot of stuff... How many secrets does he keep? He doesn't keep any secrets. Everything that he tells you is everything that I get, too. Everything that he publishes, all the pieces that are out there, he tells it all. What's funny, is it's contrary to what most people think. "I've got this idea, and if I tell anyone my idea, they're going to steal it." Okay, I've told everyone my ideas for such a long time. I can tell you that's not true. You'll have one percent of people who try to pull it off, but even if they do, they're not going to pull it off the same way you will, so stop hiding your ideas. Start telling them. Get feedback, okay? Include your customers in the creation of your thing. All right, next one is whenever we're about to go on stage ... He taught me this early on, also. I thought I'd pass this on, because this has been a huge piece. Whenever we're about to go on stage ... What's funny is that at first it was just him, and then I've started doing it, too, but now we do it together, especially when we're about to collaborate on stage together. Like at the last FHAT event, I was on stage for a while, he was on stage for a while, and then back and forth, and then for a while also, we were on stage together, which was really awesome. Actually, it was a lot of fun. Anyway, he taught me this. My voice is going, guys. I've got to end this thing quickly. I've been going for 26 minutes, too. I've got to end it soon, anyways. You guys are probably like, "Shut up, Steven." Here's the last one, and then I'll recap real fast. All right, the frame work is what saves you. That's what it is. Now let me explain it. Whenever we're about to go on stage, we drop pictures, okay? You know all those little graphs inside Expert Secrets and DotCom Secrets book? Those were once stage presentation images. Okay, so when we're trying to figure out what to teach, a lot of times what we'll do is we'll use that opportunity to test stuff, to test concepts, to test things that we know we're on the brink of that we haven't quite been able to formulate yet, though. It's not that when we get on stage it's always polished. We obviously present it very polishedly, but if there's a concept, or there's this technique, or there's something like that that we want to make sure that we can test or whatever, we actually will draw it in pictures, which is why we have so many pictures. We draw it on a legal pad or a piece of paper. That's the thing that we take on stage with us. I do the same thing, and then when I'm teaching, and when Russell's teaching, we can just look real fast at that picture, and it represents that entire idea, okay? Rather than write out all these bullet points, which we'll do sometimes, which I'll do sometimes also, but mostly it's just this big, big thing of pictures, because if you can explain something in a hand drawn picture with a stick figure, it means you've probably dumbed itdown enough that anyone can understand it. Not that the people are dumb, but that you've put it and an area, and in a concept, and in a way that can be grasped and digested quickly. Hence lots of pictures formulate cool book, okay, that's the formula. Anyway, so that's actually 11. I thought there were 12. It's actually 11. 11 "Brunson-isms". Number one, document and sell. Document and sell rather than create. Number two, design doesn't sell stuff. Number three, learn to sell one to many instead of one to one. Number four, it's all about movement. Just move. Just do stuff. Number five, are you a starter or a finisher? Whatever your answer is, hire the other. Number six, be a delegation master, okay? Just delegate like crazy, you guys. It's funny because there's a lot of personalities out there that are begging for that kind of thing. They want to be led. They want to know what they're supposed to be doing. So tell them.All right, what is this? Number seven? Selling is all about status. Number eight, plan your day the day before. Number nine, hire people to do the business stuff so you can focus on just selling. If something doesn't have to do with selling, you should not be doing it. What is this? Number 10? Hold on. One, two, three, four, five, six, seven, eight, nine. Yeah, 10. Include customers in the creation of your thing. Number 11, the frame work of what you create is what saves you. That's what saves you on stage. That's what saves you in tons of areas. Guys, my voice is going like crazy, and it actually is killing, but I hope that that helps. There's an episode I did a little while ago called My Black Book of Business. All I would do is write down business ideas and lessons. I beg you to start tracking those things for yourself. If you keep track ... Just something to writing stuff down that frankly drives me nuts, because sometimes I don't like to write stuff down, but I know if I do, it'll be there. Just write down the thing. Keep a list. I don't care if it's on Trello or whatever it is, but start writing down the lessons you're learning, and they'll stick longer, you can teach them, you'll actually end up doing them, you'll remember them, you'll actually get them digested and start applying this stuff. Anyway, so that's kind of what I've been doing this last little bit, and I just wanted to share that list with you. That's my 11 "Brunson-isms." Remember to have your brag moments. Remember to have your lessons written down. This is a long episode, guys. Sorry about that, but I thought it'd be worth it to go through some of the biggest lessons I've learned from Russell Brunson. Thank you guys. 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 prebuilt sales funnel today.Advertising Inquiries: https://redcircle.com/brands

  ...sadly, it's time... 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. All right. My voice is a little bit shot. There's another story to that, another time. I have not slept that much in the last few days and I just wanted to get this episode out to you guys, because of something that has happened very recently. I've actually known about it quite a while, but it's not been let out of the bag for quite some time now, and that is that I'm leaving ClickFunnels. I know. I know. I just heard your gasp during the recording of this. You gotta understand. I'm not leaving ClickFunnels, like the software. I am not longer going to be employed there. The first time I ever said that, the other ... Anyway. I should tell you some of the story, so you guys have a little context with this, then I've got somewhat of a treat for you. It is a huge bittersweet for me, a huge bittersweet. When I first got hired at ClickFunnels I was driving. I was at Rexburg, Idaho and I was driving over to Boise, Idaho. I'd never been to Boise, you know, this is where we are now. I was driving over there, and after I was driving away after the interview, the interview went great. I think I've told you guys about that before, but the interview went great. As I was leaving, the moment I got on the highway, they called me and they said, "Hey. We want to hire you." I said, "Oh. What? That's so cool." They're like, "Yeah, but I don't think you get it yet." They say, "We wanna hire you, but we want you to be Russell's actual funnel building assistant. We want you to sit next to him and help him build his funnels all day. Are you willing to do that?" I was like, "You're gonna pay me to do that? Uh. Yes." The moment that I hung up with them, I first screamed like crazy, and I pretty much lost my voice in the four hour car ride home. I couldn't believe it. I mean it's like winning the lottery, even better than that. Yeah. Actually that's a stupid, stupid analogy. It's way better than winning the lottery. I went and I called my wife immediately afterwards. I told her ... I was like, "Babe. You gotta understand that, first of all I just got hired, and ..." She was going nuts. I was like, "Babe, what you gotta understand is that like, our life just changed." Okay? It was one of those moments where I just knew the course of it had just shifted. It's a big deal, you know. I hope that you're starting to identify those moments in your life. For me, one of the biggest first shifts, professionally, is when I first got my ClickFunnels account. Another was when I first read DotCom secrets. I had been trying to do this stuff for a long time. Someone recently said, "Steven you're so lucky. You got to sit down and Russell taught you how to build funnels." No. No, no, no, no, no, no. I was already building well before I worked there. Okay. I had my own clients. I was making money for other people. I was making money myself. I definitely was ... I was doing it. I was in it. I was running. I was already in motion, and obviously I learned a lot, from Russell like crazy. You know, we geek out together all the time about it, but anyway ... I've had another one of those moments. Anyway, maybe I'll tell you guys the whole story sometime. Guys, I'm an entrepreneur. Okay? I don't make a good employee, and I know that. It's my fault that I'm leaving. You know, it's not like I'm being fired. I'm not being fired at all. It's kind of a mutual agreement actually. Actually, in fact, Russell kind of suggested it that I go leave for a bit. Gonna go pursue some of my own stuff, frankly because I keep doing my own stuff on the side as an employee there, and... Anyway, I just so love ClickFunnels and Russell, and I can tell you from being there almost two years, that ... Man, like, guys there's not another place on the planet like that. It's not that I'm just, you know, drinking the cool aid, or indoctrinated, or whatever it is, but I can tell you that everyone who's there, truly wants to change the world. It's not like it's this accidental thing. We are actively trying to actually change the world... I mean it's something that is intentional. That's kind of one of the main point of this whole podcast, is that I'm leaving ClickFunnels. There's a whole bunch of stuff I've been doing and selling on the side, stuff that you guys don't know about, stuff that a lot of people don't that a ... You know, I've been scratching my own itches, you know. Selling stuff like crazy, doing things in here and there. I mean, I've never really stopped, and ... Anyway, what made me actually, kind of just push it over the edge, cause it's been on my mind for a while, really since like, June-ish, July-ish, somewhere around there. Maybe around August-ish. Somewhere around there, like mid-summer, late summer, somewhere around there. What really pushed me over the edge was ... I was talking to a mentor, a different mentor. I've got several mentors, which I recommend you all do, if you don't. I was talking to a mentor and he asked me ... He said, "Hey Steven. What's your five year goal?" I think I've talked to you guys about this before. I said, "I don't know." He said, "What do you mean?" I said, "I have no idea. I have no idea. I am focused solely. I never plan past six months, because I'm trying to stay focused." He goes, "Okay. I understand your point, but you gotta understand that you could be running in a completely different direction you actually wanna go, because you're not asking the actual hard question. What do you want to be doing in five years?" I was like, "Ah. I don't know." It stressed me out. It actually freaked me out. He's like, "Okay, well, what's your 10 year goal?" I was like, "I have no idea. I've never thought of that question before. I don't know. I'm just focused on what I'm doing right now and being the best in the world at it." I'm trying ... Am I? No, but I know I'm close. You know, I work really, really, really hard. Besides Russell, I don't know anyone else who's built as many funnels as I have in as many industries, like I just don't. I mean, I've worked super hard to get where I am. There's no shortcut to it. You can fluff it. Okay? This isn't some crappy thing that you ... You know, it's not a get rich quick thing. I hope it is some day. You know what I mean? Whoever said, "Don't worry. It's not a get rich quick scheme." He's like, "Oh dang it. Really? Darn it." I understand what they're saying. I hope I get rich with it. You know what I mean. Anyway, that was always my come back when they ever said that. The point is that, it freaked me out. I didn't know the answer to it. I did not understand what I actually wanted. That question haunted me. What's funny is that most of the time, whenever there's something that new that pops up ... Whenever, there's something that pops up that ... I'm good under that kind of pressure. I actually perform quite well under pressure. It's one of my skills. I like pressure, good pressure... You know there's bad pressure too, but there's good pressure. Good stress. I love it. I love being under that kind of stress, cause it's very growing. It's very uncomfortable, and at the end, I always pop out the other side with more confidence, more skill, a better know how. You know what I mean? And so, I look forward to those things. This guy's asking me, "What do you want to be doing?" It actually scared me. I went home and I started talking to my wife about it. I was like, what do I actually want? I didn't have an answer for a while, which scared me, because I was kind of tricking myself, cause I really did know what the answer was. The answer was ... I kept asking myself that you guys. I mean, an obsessive question. It's not like me to do that. I like the stress. I like the questions that come, because I get to tackle 'em, challenge 'em, move forward. Tackle 'em, challenge 'em, answer it, move forward. I couldn't answer this one. It was like I was wrestling something that wouldn't go to the ground. I was like ... It's not like me. You know, I try and just have a very aggressive attitude and it comes to my profession, cause I'm dealing with my family finances, you know? I'm not being a pansy about it. You know what I mean, I'm trying to ... I'm not trying to accidentally make money. I am trying to make money. You know what I mean? Funny enough, I think some entrepreneurs, you know, will get themselves kind of in that rut, where they're like, "What? I don't want to feel greedy, so I'm not trying to make money. I'm making it for those peop ... I'm making it for that like ... No. I mean, you can make it for yourself, you know, with good intentions. You know, anyway. Different subject. It scared me. For honestly, probably several days at least, which in my brain is a few years, I just couldn't answer the question. Finally, one day ... This is probably three months ago. Yeah. It was probably three months ago, maybe three and a half-ish. Anyway, one day I was sitting there and I was like ... I asked myself again. I was like, fine. I'm just gonna be totally honest. I'm gonna get to this place of vulnerability with myself. I was like, Steven. What do you want? I immediately just blurted out, "I want to run my own company. I want to run ... I've always wanted that, which is ludicrous to leave what I've been in. I get that. You have got to stare at yourself in the mirror and answer that question at some point, you know. Maybe it's that you are scared to death and you really think you may not be able to make it as an entrepreneur. I mean, challenge that, you know. Is it something you want? Then don't back down. You know, whatever it is that you're really trying to do. I was like, "Gosh. Dang it. I don't want to leave ClickFunnels. I don't wanna leave ClickFunnels." I still don't want to leave ClickFunnels. Most people leave their job, because they hate it, or because they finally beat the nine to five, or whatever. I could legitimately say I love Russell like a brother. I would do anything for him. I have got to scratch this itch. The answer freaked me out. And so, after a lot of conversations, a lot of long conversations, honestly a lot of ... I'll be open about it. I totally broke down in the bathroom at work, several times. I am not excited to leave ClickFunnels, for the sake of leaving ClickFunnels. I want to be there, but I'm trying to follow the answer and actually, the answer that I've given myself, and I've actually kind of been uncovering, which is that I wanna run my own company. I think I'll do a great job at it. In fact, I think I'll do a very good job at it. I'm cut out for that kind of thing. You know, my brain works that way. I'm excited, which is, I think is one of the reasons I've been a good assistant for Russell, you know, cause ... It's not like I'm managing just to funnel. There are parts of things where I'll manage, like whole aspects of what we're doing. You know what I mean? I'm excited to do it. Please understand. I'm not trying to showboat or be like, oh, Steven this, X that. You know, you're showboating. You're being whatever. That's not what I'm saying. What I'm saying is that, you have got to stand with full confidence in the thing that you're trying to do, and stop apologizing to others, but especially yourself for what your goals really are. Pause for effect. Okay? Think about that. For a long time, I'm know that, that's what I want to do. I've known that since high school really. It's always been a part of me. You guys remember a few episodes ago, I went and I actually talked about the ... I called myself the seven year overnight success story. I talked about the 17 businesses that I can remember, that I failed at beforehand. I mean, a ton of stuff. It's my not first rodeo at this stuff. It's not my first time making money on my own. It's not my first time failing on my own. It's not my first time creating awesome stuff on my own. I'm excited to go do it again, but I'm very excited. I've had several of you guys reach out, as kind of the news spread out there a little bit. This podcast will definitely continue. This is not affiliated ... Technically it's not affiliated with ClickFunnels. I just am obsessed with it, and what I know the mission of ClickFunnels is, and what they're trying to do. I talk about it a lot. Okay? Sorry. My voice is like shot you guys. I'll tell you what's happened in a little bit also. Anyway. That's what the lesson of this whole show is. This episode anyway, is that ... Get honest. Okay? When Garrett White stood up, a few lives ago, he stood up and he said, "You've gotta stop lying." Okay. He said a lot of expletives. He said, "You gotta stop lying. Stop lying. Stop lying. Stop lying. Stop lying to yourself. Stop lying to your family. Stop lying about your goals. Stop lying on what you really want. Stop lying about any desires you really have, things that freak you out. Whatever it is, you gotta get to this place of ultimate vulnerability and it's not easy to do." What's funny is that most people don't think that, that's honestly what it does take to be an entrepreneur. You've got to do those things, just like Robert Kiyosaki said. Any venture you start in any business, funny enough, it's your character flaws, a lot of times that blow up in your face and keep you from moving on. Not other stuff. Yeah, you gotta have an opportunity. Yes, all those other pieces get in there. All of those other ... Like that stuff matters. Awkwardly enough, until you address some very critical, key character flaws, you won't move forward, not at a quick pace, and not at a pace that you're hoping to actually make money at. That's what this whole things been about for me is just ... I'm just trying to be real. Steven, what that have to do with building funnels? Everything. Okay? Everything, has everything to do with it. Just get real about it. I was watching a post from someone the other day. They were saying how they're trying to build several funnels a week, or even like, one a day, or something ridiculous like that. I was like, "That's not the point. That's not the point." I know some people have used that strategy before, but some people use it as a distraction, where it's like this goal. It's this badge. "Oh, I built a new funnel every week for the last six months." Cool. And you're still not making money. Okay. You missed the whole point. Just choose one. Get good at that one. ClickFunnels comes with hundreds of funnels that you can go build. Truly, you need one funnel to actually kill it. You know what I mean? I mean, there's a lot of stuff you can do the other's for as well. Focus on one. You know, obsess with the one. Get real with yourself about what one thing you're actually trying to do. That's my challenge to you. A lot of you guys have asked. A lot of you guys have reached out. Steven, why on earth would you leave something like ClickFunnels? I get it. It does sound absurd, but I actually never in my life thought that I would go into the MLM industry, but I am. The reason why is cause, I'm frankly a little bit ticked off at that industry. Russell and I were looking at a definition of entrepreneur the other day. I actually really like it. The definition was that, an entrepreneur is somebody who takes responsibility for problem that is not their own. I was like, interesting. I have been obsessed, actually, silently ... For a lot of you guys, you don't know this, but for the last three years, I've been obsessed with trying to help fix the MLM industry, meaning, I think it's stupid that you gotta go talk to your family members and friends. I think that, just like in any other business on planet earth, if you sell the same thing, like in any MLM, or in any industry, or in anything else. If you sell the same thing as every other person out there, with the same script, the same everything, you're gonna really struggle in business, for some reason, all these MLM'ers think that it's gonna be different for them. That's not. Uplines don't teach that crap. Corporates don't teach it, because they don't know. I'm super fired up, really passionate about it. There's a lot of things I'm doing in the industry already that a lot of people don't know about. That's what I'm leaving to go do for a while. I've got a piece of software that I've been creating, that'll be done, honestly probably in about two months, that's killer, it's amazing. I've got a whole bunch of auto-recruiting funnels. Got all these cool .. Anyways, I've been building on the side for a long time. I've launched the beta of it about a year and half ago. Went great. I learned what was wrong with it, learned what was great with it. I've got a whole beta group that's been running for months. There's a lot of stuff going on, a whole podcast has been created out of this, which is killing it, so anyway, that's why. I'm very passionate about it. I'm passionate enough about it to leave the insane, insane, amazing, incredible, other synonyms, cool job that I had at ClickFunnels. If you compare what I'm leaving to what I'm gonna go do, it must be pretty freakin amazing. That's all I'm saying to it. I hope you get that, that I understand very much, what I'm doing and the pain is huge, which must mean that the potential for pleasure in what I'm trying to actually go do, must be even bigger, and it is, and it's stuff that no one's ever done before in that industry. I just wanna go help it. It drives me a little bit crazy. Anyway, it's not a pitch anyone. A lot of people have been asking and I thought I'd just answer it here. Anyway, I hope you guys get real. Get real is what it is that you are trying to do in your life. If you are not doing it, I beg you to get real with yourself, and figure out exactly what it you're trying to go do, and be willing to jump out without your parachute being built yet. Don't worry. You'll build it on the way down, cause the fear of hitting the ground's gonna be too strong. That's just how it works. That's just how it works. This game has so much less to do with being perfect before you do something, as it does with just taking action, and just doing stuff. You know what's funny? 80% of people out there, which I'm is much more than that, are just freaked out about life in general. If you're one of the other 20% that just does, something, you're already ahead of everybody else. Just do something. That's really what's been on my mind past little bit. It's like, man. Just get out and do it. Whatever it is that you've waiting for. "I just gotta have this membership site done," or, "I've gotta just, get this last piece together," or, "I gotta get this contract done," or, "I gotta meet with my lawyers." No you don't. "I gotta get my logo done." I hate that one. It's not true at all. "I gotta finish my website." Barf. No you don't. Okay. The only thing you need to worry about is selling. That's it. If you've never sold your thing, but you think it's gonna be the thing that saves you and gets you out of your thing, wake up. Okay? Papa Larsen's getting real with you, okay? Wake up. Quit hanging onto that false dream. It's not a real dream... What you do is you get real with yourself, and you get to a place of vulnerability, which is gonna take you, learning how to trust you, and a different level you've never gone before, and you say, "Oh my gosh. This is where I actually want to go." Then you have the cohunes to get out there and try and sell it for the first time. If people are buying it, ah, awesome. Now you're getting into a spot where the possibility of you leaving your job or changing your business, or whatever you're trying to do, actually can become real. Before that, you're just lying to yourself. Anyway, sorry my voice sounds weird. I pretty much didn't sleep over the weekend. I think I'm getting sick. I'm trying not to. I don't want to admit it, cause I feel like that's part of me getting sick. I don't know if that's true at all. I really don't want to get sick. Anyway, so I'm leaving ClickFunnels you guys and I'm really bummed about it, but it's because I've gotta go cut my own path. I'm just being true to myself. I'm stoked to do it. I'm extremely passionate about it, but there is a level of Steve Larson that the world has not experienced yet. I've done a lot of stuff in a nine to five setting, with Russell, which is, it's way more than nine to five, but you know, normal job. Oh Mylanta. I come back and I get all this other stuff done in the evenings, on the outside of my job there. A lot of people are like, "How do you do all that?" You haven't seen anything yet baby. Here comes Steve Larsen. Okay? I'm super excited. I'm just gonna come out of the gate just running and I excited to do it. I'm excited to be more a part of it, the entrepreneur world. I'm gonna figure it out. I got no doubt in my mind about that. I've already done a lot of testing a lot of the way. I've already made a lot of money along the way with my testing. It's been great. Anyway, Honestly I was planning on taking this episode an entirely different direction, but that's what was from the heart. Not necessarily about funnel strategy, but very much having to do with where you're trying to drive your ship. Some of you guys are running super hard, but in a weird direction. You just gotta get real with where you're trying to go, and not confuse, like I said before. Don't confuse your movement with achievement. It's not the same thing. If something doesn't have to do with selling your thing, quit doing it. You know, if you're not doing the stuff that you ultimately want to be doing in the next five years, change it. Get to it. Anyway guys. You're all awesome. I love this community by the way. I absolutely love all the guys. I love everyone who listens to this show, not just cause you're listening to it, but because I know that you guys are fighters. I was tired for years, of being around people who are just trying to just get by. "Well, I'm just trying to get by." It's like, really? "Oh Gosh. I have to work today?" I'm like, "Oh you kidding me? I get to work today." You know what I mean? I know this podcast brings those kinds of people around. I am intentionally trying to change the world, and I hope that you are as well. I hope you're bold enough to talk about that. It'll feel weird at first. It was weird for me for quite a while. It was not comfortable for me to say those kinds of things. I'm comfortable with it now. I've developed enough now. I'm in my own journey, in my own progression. I'm telling you right now. Iwanna change the world. Not exactly sure how, but that picture is coming more clear. Me leaving ClickFunnels is a big piece of me trying to get that picture in focus. Anyway, guys, talk to you later. Have some cohunes about your own future, and I'll talk to you later. Bye. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Wanna get one of today's best internet sale funnel for free? Go to salesfunnelbroker.com/freefunnels, to download your sales funnel today.Advertising Inquiries: https://redcircle.com/brands

The good and the bad of my very first info product...   What's going on everyone? This is Steve Larsen and you're listening to the best podcast on planet earth in my opinion and in reality of course. Welcome 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. Hey, you guys... Hey, I'm excited for this episode. This is something that's been on my mind for probably four weeks now. I've just not ... I don't know. I haven't had the time to actually make it, but I've been making this list and I've been writing this list for a while. I keep walking into my office, my home office, and I look over to the right and I've got whiteboards all over the place and quotes stapled to my wall. A huge black sheet stapled from the top of the ceiling down to the bottom of the floor. I've got big flood lights and film equipment. I've got a whole set up in here. I got a whole studio, but all over on the side of the wall over there, I've been writing this big list down. Weird as it, whatever it is in the morning, my brain turns on real fast. What's been on my mind for the last sort of while is kind of lessons from my first info product. When I first started coming up with this product idea, my little girl was about to turn four years old. Super excited. She's a cutie, a lot of fun. Love hanging out with her. It's fun though. As she gets older and older, it's not that she wasn't fun before, but even now we can have like more conversations, which is crazy. She's only four almost, which is nuts. When I look at her too, I also remember weirdly enough this first info product that I launched is around the same time when we found out that she ... That my wife was pregnant with her. My wife came running out of the bathroom one day and we were excited... We were trying to have a kid. She ran out and she was like, "Oh my gosh. We're pregnant. Ha, ha." I was like, "Wow. Yeah. I'm so pumped." We were so excited. We're so excited. I have, how should I say this, almost the bitter taste in my mouth also during that moment. It has nothing to do with my excitement for the kid. I was so excited for my little girl, so excited for her to come, had nothing to do with that. What the bitter taste comes from still is that I mean we were just broke. I mean broke, broke. I didn't know how to pay for the birth. I don't know how I pay for those. I mean it's one of the reasons I joined the army. I mean I always wanted to anyways, but it is one of the root reasons. It was like, "Crap. I had not figured out how to sell stuff," despite the fact that I have been constantly trying. Up until that point I had been doing real estate, both commercial and residential, door to door sales. At that time I was getting into like eBooks and I was writing a lot of stuff, which I never launched one of them by the way. It'd be kind of cool to show and actually finish that one one day. It's cool how on point I was four years ago when I was writing that thing. It's like right on point. All of it's still valid. I was like, "Oh my gosh." Anyway, different subject. It was hard because like I really just didn't know how we were going to live, how are we going to eat. I was trying to be fiscally responsible.... We didn't have expensive habits. Thankfully neither my wife or I we really had like super expensive taste. It's not that we didn't want to, but we were okay with the fact that we didn't have the money to... Neither of us have really ever been concerned about the other spending a whole bunch of money randomly. You know what I mean? That's not ever been us, but at the same time, we just didn't have any money. I was in school. I did great in school. After a while when I learned how to learn that I started getting straight A's every semester almost, which is awesome. I was deep into school. I was trying to learn. I was trying to outdo my other peers. I'm very competitive on purpose. I was trying to beat them on everything. I was trying to beat my professors even, my marketing teachers. I was trying to show them that they were wrong on a few things. I mean it's just my personality. I run. I'm a sprinter. I know that. Anyway, this product idea though came at a moment when I was really needing something the most money wise. Not almost the most. There was one more intense time than that. I remember I was sitting on the couch at 2:00 AM and it was freezing. I was in our cold apartment. This is in Eastern Idaho, Southeastern Idaho, which if you don't know in the wintertime and even during the summer, like the wind just always blows there. I don't know what is going on over there, but it always blows wind. I'm from Denver. My wife and I are both from Denver. It doesn't blow like that over there. Anyway, I had this idea and it's not like it hit me all at once. The core of it did, but it continued to develop over the course of several weeks. The idea was to create this info product that I could not find anyone else in this particularly industry creating. No one else had done it. No one else understood ClickFunnels enough to pull it off as far as I could tell. ClickFunnels was pretty new. I'm sorry. Let's see. Yeah, okay. This was about three and a half years ago right after ... Timeline wise, ClickFunnels had just opened up, so not quite four years ago then. It's amazing how much has happened in that amount of time. That's crazy. Holy crap. Anyway, I had this idea and I was excited and I didn't totally know what I was doing, but I figured that I needed to go create this product and then start to sell it because it was a blue ocean. No one else had really done it. There was enough people that I could go funnel hack to get kind of an idea of the thing that I should create, like what would be accepted content wise, but I was going to deliver it up in a completely different way than that market had ever experienced before. I was like sweet. Cool. I mapped the whole thing out many times. I wrote out the value ladders. I literally went page by page through Russell's DotComSecrets Ignite program. It was a workbook that he gave for free. After the DotComSecrets book on the thank you page there, he was like, "Hey, I don't want you to sit around, wait around just being bored, so here's three days of this event and the workbook with it." I was like what? Oh my gosh. I took the workbook. I printed it out. It was like a hundred pages. I got it spiral bound and I started hiding in the basketball ... On campus, the basketball stadium box office seats because you could jump through the front window and it was kind of like dark, really fast internet up there. No one would bother me. I would just kind of dodge security when no one was looking and I'd jumped through the window. That's literally how I learned this stuff you guys. That's how I did it. I was just hustling my brains out. It hasn't really stopped. I just haven't stopped since then. I learned it around this entire product. This product was how I learned funnels. That's why it was so near and dear to me. Now I had created stuff before, but not like this. I promise I'll get to the good stuff here in just a moment. Here's the back story with the whole thing, okay? I went and I created the product and it took me eight months, eight months to make the thing, right? I was in school. At that time we had our kid. I had family life with a kid that had just started. I had started with the army. I went away for six months to basics training and all this other stuff and other trainings, pieces like that. Six months I was gone. Anyway, in total, actually creation, took me eight months to make the thing and I launched it and I was so proud. I was so proud. No one else really understood what I was doing, but I was so excited to just have ... It was my first info product to really put out there and it was good. I knew it was good. Nobody else was doing what I was doing and I knew that. I was very proud of the full thing, but the problem was a lot of stuff. There was just so many things. Oh my gosh. If I could go back and just like shake my three and a half year old ago self, I would. What's been on my mind the last few weeks here and now has been lessons from that first product launch. I think the reason it's been popping back up is because I'm about to launch another info product here early January and I know there's another soul in planet that's doing what I'm doing. I know that there's no other one who's even pulling it off closely or even remotely similar to how I'm doing it. I know it's a blue ocean. I have tested the crap out of it for the last year and a half to two years. There's on one else. I'm excited. Very similar scenario as that first info product I launched. When I launched that very first info product though, nobody bought it. I had not even thought about traffic. Looking back, so juvenile and now I'd be like, "Why on earth would I not think about that now?" I just didn't know. I had no idea. It ended up making me like 50 grand just through like one or two traffic sources and it was awesome. It was great. Really, really cool. Well, now I'm about launch a second one and I'm so excited about it, but I wanted to go through a list of kind of some of the ... I wrote them all down here and I'm sure that there are others, but these are like the most stark lessons that I have gathered from that first info product launch and it's totally different this time. 100% different. Like completely day and night different the way I've been handling this thing. Anyway, you know what's funny is I actually go through these with two comical coaching students as well and definitely did this with the latest fad event as well. Went through a few different strategy on how you could pull off. Here's the number one lesson from the whole list. There's about five or six things. What I'm going to do is I'm just going to go through them real quick and I'll explain them as I go. I want to go through these because I need you to understand that if you're about to launch an info product and you feel stuck, I almost guarantee that it is because of one of these reasons. Here's number one, lesson number one is create the revenue before you make the product. This is huge and it's totally counterintuitive to anything else you would ever expect. All right? Even in my marketing classes, like even some of the early mentors I had, they were always like, "Look, go create something brand new. Create this cool thing and then go try and sell it." I was like no. It's totally the opposite. First, you sell it and then you create it. You're like, "Steven, that makes zero sense." Let me tell you how to do it... The reason why is because I spent eight months creating this thing that was amazing, but I did not get paid a dime for it forever. Luckily I created something that was cool enough people could pay me for eventually. I mean that was straight luck. I guessed my whole way to profits. Here's how you do it though. Let's say that you're selling an info product or even a physical product. You can start selling the thing. I mean think about Kickstarter. That's exactly what that thing is. You are buying something that may not even be done yet. What does that tell the entrepreneur? It tells the entrepreneur it's a good idea, right? You currently as the entrepreneur do not create the creativity. You do not create the ideas. You do not have them inside of you. You do not have inside of your own being right now what it takes to make a million dollars from the market. None of us do and I wish I had understood that ahead of time. What you do is you create the product with the first buyers. You create it with them. What I've been doing is I've been spending all my time. I mean I've created cool stuff. I've created workbooks. I mean I've created lots of stuff that goes with it, but I still have not created or filmed the actual thing yet. It's because I am waiting all my time, all my attention, all my focus is on creating pressure, the actual sales message before I start to sell it. I'm not creating the actual thing first. Now if you see the way that Russell rolls things out, if you see the way Russell Brunson and ClickFunnels in general roll products out, a lot of times the way we do it is we sell the thing, we prove that it was good and then we start to ask campaign the buyers. We prep them ahead of time, so it's not like a bait-and-switch. You know what I mean? There's certainly room where you could be really shady with that and we're not. What we do is we say, "Hey look, classes start in two weeks. Buy now for your early bird ticket to get in cheaper," right? Then on the very first module or the very first training, you could do this for physical products too, whatever it is, then we start saying things like, "Hey, what's the number one question or challenge you have with X, Y and Z," and that's just for module one. Well, now we know what to create. They told us what to make. Does that make sense? What's going to blow a lot of people's minds is when you realize that the product rarely sells itself. Rarely ever do you have a product that's so good that it sells itself without any sales copy, without you even trying, where their word of mouth is so strong that you don't need any sales message. What's funny though is when people focus all their time on creating the product and no time creating the sales message, right? They think the product alone is what sells the product. That's not true at all. I have watched Russell sell products he doesn't even know what the product is. It's because he knows persuasive. He knows how to sell. He knows how to create offers. He knows how to stack things. He knows how to create new opportunities. He knows how to invoke that kind of emotion from an individual, right? It's because he's gone through and he creates the actual new opportunity. He creates the sales message. It does not matter really what the product is. It does obviously. It can't be crap. It's got to be amazing. It's got to deliver. It's got to be the coolest thing on the planet earth. You know what I mean? You're creating a brand new opportunity. It better deliver. It better be awesome. Do not deliver junk. That is not my culture. It should not be yours. Okay? What I'm telling you is that you can sell and make money before you actually start creating the product. Then what you do is you create the product with them. You create it as you go. That's all we do. That's all I've done... I have created so many freaking member areas in the last like year. It is ridiculous. My role at ClickFunnels has somewhat shifted. I'm not so much of a front end funnel builder anymore. We're not creating them any front end funnels anymore. My role has shifted. I'm more like a members area, content creating, fulfillment guy now. I don't know why it's totally shifted, but I think that's why is just because we don't create that many front end funnels anymore. It's all about delivering these massive awesome members area. It's all built in ClickFunnels. I mean everything I do and everything I build is in ClickFunnels, but anyway. That's the first lesson is that oh my gosh, biggest thing, why did I wait eight months to collect any check? Honestly, it took a while for word to get out because I hadn't thought about traffic, so really it was like a year. That was rough. Why did I do that? Don't do that. I'm begging you not to do that. Anyway, number one, please know that you should spend most of your time on actually creating the sales message. Focus on getting paid before you make the product as much as you possibly can. Then what you do is that first round through, that first group through who bought your thing, you create the product with them and you say, "Hey, guess what? It's all going to start in two weeks. Go ahead and get your ticket. Go ahead and buy now, so you can get the early bird pricing. It starts in two weeks. When you get in there, very first module, there's a little stop in there, go ahead and answer that questionnaire so that we know we are covering the things that you need most." It's just an ask campaign... Then when we're one week out, "Guess what guys? It starts in one week. Go ahead and get your ticket or go and buy. Then the very first module, get in there, make sure ... Guess what guys? It's starting today. It means you don't have to wait like the people who wait had to wait two weeks ago. Go ahead and get in. I'm going to extend the early bird pricing. You can go ahead. In the very first module, you can go through and make sure you fill out the survey so we can make we're answering it and filling the products to your needs so we can make sure we're helping you the most. Guess what guys? It only started a week ago. That means you don't have to wait. That means you don't have to wait. You can get in there and you can start right now, but go ahead and go to module two and to let us know what is it you're most struggling with. That way we know we can make sure we tailor the product to ..." You know what I mean? It's that same thing. "Guess what? It started two weeks go. Guess what? It started three weeks ago." Then whatever it is, let's say you have six modules and something, that first group through, they're creating it with you. You're making money. You're seeing what works and what doesn't and you're no longer just guessing, creating an entire product, spending all this time and actually wasting a lot of time and frankly probably money that you could have been getting that you didn't. Does that make sense? This is like one of like six lessons and I'm spending a ton of time on it because I just want you to know that. For the love, sell the stuff. Do a great job fulfilling on it. Don't be shady. Let them know that they're the first ones through. You know what I mean?... Let them know that they're going to be creating with you and then a really easy thing to do is let's say you go create module one. At the end of module one, let's say it's on a Saturday. Let's say you released module one on a Monday. Friday do a live Q and A call with everybody. Put the recordings back into the members area. That becomes a value-add. You can toss that in at the end of your stack. That lets you know what holes you didn't fill. That lets you know where the people are not able to understand or follow what it is you're actually doing. Does that make sense? Anyway, what is that? 18 minutes for number one? Let me go a little bit faster here, but I hope that makes sense though, okay? That's one of the biggest lessons I ever learned. Number two, here's the second lesson, let's say that you're hiring out support. Let's say you have a support person or you've got support people or whatever it is. Let's say it's someone who's not totally vested in what it is you're doing. Let's say it is and they just don't understand what your product is. One of the worst things that can happen is when someone starts to ask a front line support person about your product because they may not know about it. What I try to do, what I'm trying to do now is I'm trying to separate support where they are mostly transactional style questions, "Hey, I can't find my login. Hey, I didn't get my receipt. Hey, does this include this?" Right? It's more factual and transactional. I'm trying to leave support to do that stuff while I handle the question on my live Q and As about the actual products and how to use it and how to get the most out of it and how to go crush it. You know what I mean? I'm trying to create that split right there and there's really a few things that I've been doing. I got this awesome guy. I want to interview him so you guys can all meet him sometime. He's so cool. He's awesome. He's been going through and he's been taking a lot of the Q and A questions that I get, support questions that I get and he's making a knowledge base with the most common questions. I think we're using Freshdesk. He's creating a knowledge base with like the most questions and it's not a perfect process yet and it's not a perfect system. I know that and I apologize if some people have gotten confused or frustrated if there's something that's been weird in there. We're still making it better. It'll be awesome. Anyway, that's where the knowledge base is sitting and a lot of transactional questions, a lot of like what things come with what questions. All that stuff is I'm trying to separate that and put that to support and I'm trying to take the other questions about the product and how to use it, how to actually be successful with it. I'm trying to put those in a live Q and A that I'm going to be doing with this new info product starting January. I'm going to be doing that every single week live with a group of people. I'll share my screen and we'll go through stuff. I'll take those things and I'll put them back into the members area so that people know what's going on with there. You know what I mean? That's the plan. The reason why is because there's been a few times where much earlier support people who were with me ... This new guy I have is amazing. His name is Luke. Shout out to you, buddy. I want to introduce him to everybody sometime. He's been amazing. Anyway, very much earlier support people, they weren't as passionate about my stuff as I am, which you can expect. That's totally fine. They might make customers a little bit mad or whatever it is because they may not understand a strategy. That should be something that I handle, not the support person. Anyway, okay, that's kind of a long answer there. Here's another lesson, well, I was originally funnels on SalesFunnelBroker.com for $100. I think they're still out there right now, but that's been changed. I just want you to know that. When I originally was selling that stuff, there's a lot more stuff I had on there for sale for a hundred bucks also. When I was selling funnels, when I'm selling share funnels, things like that, and even with this other info product, when I was selling stuff for a hundred bucks, I did not like the customer that brought. That was way too intense of a product. A whole share funnel and how to set it up, that's way too intense to be selling for only a hundred bucks. That's holy crap. This is lesson number three. Lesson number three is more money equals a better customer. Now I can understand having smaller physical products on the front end of your value ladder. That's a lot cheaper. It's because it doesn't take as much to fulfill on that... Not nearly at all. It does not take nearly that much to fulfill on it. That's a hard thing to screw up. You know what I mean? Like a book or something where it's cheaper and smaller and it's self-explanatory. That's way easier for a customer, any kind of customer, to come through and actually understand. When I was selling stuff that was cheaper that should have frankly been more expensive, that brought a kind of customer that was a little bit more needy. Not that it's a bad thing, but there's a level of self-solverness. They are people who solve a lot of issues or problems on their own. Entrepreneurship is a self-solver kind of a game, right? If you're not in love with solving problems, you're probably not going to make a great entrepreneur. Does that make sense? It's a big deal. All this game is going from one problem set to the next problem set, to the next problem set. The reason why Russell Brunson sometimes doesn't listen to a lot of stuff or go to a lot of other events anymore, he doesn't go to a lot of other people's things anymore, he doesn't read a lot of other people's books, the reason why is because he's on a much higher level problem set, right? He's not trying to figure out how to go from zero to a million or 1 to 10 or even 10 to 100 anymore. He's trying to figure out how to go to a billion dollars. That really ups the kind of person he's trying to learn from. It's the exact same thing with this whole ... Look, more money you charge equals a better customer. I could dive into that a lot deeper for other things too and show some other examples, but I'm going to move on. First lesson, make money first and make the product with the customer. That's huge. Massive value bomb right there. Number two, the live Q and As should be ... Anyway, I wish I had been doing live Q and As about how the product works rather than leaving that to support. That was a dumb decision on my move. Support should be more transactional stuff and creating a knowledge base. Number three, when you charge more money, you get a better customer typically. Number four, I wish that I had first funnel hacked a really hot market and then created a new niche out of that hot market. A lot of times it gets confusing for people... Hey, go funnel hack someone... Model them totally. Then hacks for secrets comes out which says, "Hey, create a brand new opportunity. Totally new niche. Something that's never been created before." You're like, "Wait a second. What? Where does funnel hacking come in and where does creating a new niche come in?" Right? Luckily, I guessed right on my first product. Number one, you go find a really ridiculously bloody, bloody red ocean, right? Something where tons and tons of money is being spent. You find out what they're all doing, then you create a new niche out of one step out of that really hot market. That's one of the easiest ways to ensure a big win. I wish I had done that the first round I've been more purposeful with that, but I frankly wasn't. I just didn't know. Next lesson, nevermind. That one doesn't make sense. Here's the next one, this is going to sound self-explanatory as I say this, but I just didn't understand this either. I wish I had created traffic sources prior to launching my first info product. I didn't even test anything. Nothing... I talk a lot about Tim Ferriss' book The 4-Hour Workweek and it's simply because it's really good, but if you know the story of how he actually wrote that book and put it out there, it took him like a year of planning and preparation and writing. He would drip out a little bit of it here and drip out a little bit there and write little pieces here and there. He did it over the course of like a year. When he came up with the title, The 4-Hour Workweek, what he did is he brainstormed a ton of book title headlines, lots of ideas, a lot of book title ideas and he created an ad for each one of them and he threw them all out to the marketplace and he looked at which one had the highest click-through rate, which was The 4-Hour Workweek, and that's why he chose the title The 4-Hour Workweek. That's why that book is called that. He tested like crazy. He PR'd himself like crazy before he ever, ever launched the thing. He primed the pump way before he ever put it out there, which is awesome. I love how the product Software Secrets was launched. If you hadn't seen the Software Secrets launched, it's amazing. They made tons of money. It's amazing product. I personally use it. I personally bought it. I absolutely love Software Secrets. I think it's so cool, but what's cool about Software Secrets is that for almost a full year, in fact it might have been a full year, they had this podcast where all they did was document the creation of the product. They included their customer in the actual creation of the product. Now when there was this new feature that popped out, they said, "Oh yeah. You guys remember the story behind this feature?" Then they talk about it, right? That's cool because when they actually launched the thing, now they know the stories behind how hard it was to create this thing and the trial and challenge behind this one over here. It's cool because they brought us on the journey. They basically were selling everybody before they actually sold the thing and that's why they did it. That's how they did it. I wished that I had done that before. I wished that I had created pressure and traffic sources prior to actually launching the product. Oh my gosh... Guys, if you can make the event of you launching the product feel like an event, it's like one of the easiest ways to ensure success with this whole thing. Anyway, I have been talking like crazy and I know this is kind of a long podcast. The last few have been kind of long, but I'm just excited to share a with you guys a few of these things that have been going on my head. Anyways, if you're making a product, you're making something that's good, that's ... It could be the first one. It could be something that's also maybe not even your first one. Maybe it could be whatever it is you're about to launch something or you've already launched it, think through ... Okay. I'm just going to recap these lessons real quick. There's one, two, three, four, about five things here. Number one, figure out again how you can actually make money before you start creating your thing. That's going to ease your pain like crazy because the guess work's not going to be on you. The market will tell you what it wants you to create, right? I just went over that. You don't have that inside of you of really knowing what it is to create. You got to ask the market. You might as well get paid while you do it and you can. Start selling before it's ready. That's number one. Number two, separate what support's roles are with your roles. Your role is to sell the thing, make it awesome, help people learn how to use it, help people learn how to consume it. Support's roles in my opinion is more transactional. You know what I mean? It's more let's make a knowledge base. Let's do the things. Let's answer the questions you're answering all the time, Steven. Let's answer all the questions. You know what I mean? It's that kind of stuff and again I'm going to introduce you to a cool guy here shortly. Stuff starts to roll out with this thing. The third thing, charge more money. More money equals a better customer typically. More money typically equals someone who's willing to take more action. If someone spends more money, usually they're willing to do what you say rather than blame random stupid crap on you that it's not your fault, rather than just their own fault for not actually taking action. You know what I mean? Anyway, more money usually equals a better customer. Fourth lesson, find the hot product where lots of money is, then take one step out of that as you create a new niche, right? Don't just create something new willy-nilly. Find out what's actually selling before and go create something new from it. Then the fifth and final thing is create some pressure before you start to sell something. Find the traffic sources... Do some testing. Figure out what is actually selling. Your job is to sell. Just sell. Don't worry about stupid stuff like business cards or office space. That stuff doesn't matter. Sell, sell, sell, sell, sell. Sell for a while and prove what the market wants, then we can kind of automate stuff because the market told you what it wants. Anyway, I've been talking a long time. That was a freaking 30 minute podcast and I'm sorry that it went that long, but honestly, I just hope that you understand more of like ... Gosh, like so many headaches. I can't even tell you how many headaches would have been relieved if I had just done this. I mean this is over the course of like two years of me learning that. Okay? I hope that that 30 minutes cut down two years of you learning how to do this stuff. You might even be amazing at selling that stuff and I hope that you and you probably are, but just the way you structure stuff with your support, with all the different things, all the different pieces, just know that like is ... Those are for me the five huge lessons when launching an info product or products in general. When it comes to selling it, just ... It eases the pain like crazy. I kind of jumped into a lot of that stuff too with our last fad event and it went really great, but anyway. I'm excited to launch this thing. I think it'd be great. I've got a lot more structure in place this time as far as the business wise goes, which usually I don't care as much about, but I'm trying to take you to a lot of the lessons I learned for the first info product. I'm excited to launch it. It'll be early January. Anyway, it's going to be awesome. Anyways, get out there. Launch stuff. Just sell stuff and I'm excited for you and what you're launching. It's cool to hear all the stories. I love when you guys reach out and share with me what you guys got from these things too. It's really fun. Anyway, you guys are all awesome. Get out there... Create products... Put stuff out there... Time is a ticking... Don't waste it. I'll 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 internet sales funnel for free? Go to SalesFunnelBroker.com/freefunnels to download your prebuilt sales funnels today.Advertising Inquiries: https://redcircle.com/brands

Routinely, these are the most common ways we'll increase the perceived value of our offers... What's going on everyone? This is Steve Larsen and you're listening to Sales Funnel Radio. Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business, using today's best internet sales funnels. And now, here's your host, Steve Larsen. How you guys doing? Hey, just right off the bat, I want you to know if I'm talking fast or a little bit jittery, it's because I am a little bit jittery. Okay, so a few weeks ago, about three weeks ago I was like, "Crap!" When I first met my wife, I was six per cent body fat. I was running ... I was doing sprint triathlons like crazy, I was ... I'm not gonna lie, you know twisted steel and sex appeal. I mean, I was like ... I was looking really good. I had veins all over me, it was awesome. And then this thing called like work and college came along, and married life and responsibility and that kind of stuff and I was like, "Man, I'm not gonna lie, I feel a little bit big." So I went online and I went to YouTube and I found this guy that was just like shredded, right? I went on YouTube with the explicit purpose of finding some person who just looked totally jacked and huge and swole and looked like he could kill me in a single flex. And I found someone. And I got on there and I was like, "Hey man, do you do like, you know, do like customized meal plans?" I got no problem with the actual workout part, but I want like help with the meal plan part. So anyway, he's been ... I've been on this super, super strict like ... I mean it's literally like chicken and veggies and some healthy fats, like that's it. That's what I've been eating for the last two weeks and I feel so much better. It's amazing! How restricting actually makes me feel more enabled, think about how many lessons that applies to. But anyway, it's been interesting and right now, I was about to go do a workout and I've just been pounding some caffeine before I go and do my workout. And it's starting to hit me right now. So, if I sound kind of jumbled and all over the place, that is exactly why. And anyway, I'm excited. In fact, a few days ago, I was talking to Russell, I was like, "Dude, I feel so good, like oh my gosh, I've had no caffeine. I've had like ... I'm eating super clean." And he's like, "Really? Like that's awesome man. Like oh that's so cool." And I went back home and I was started looking at what it was he was having me take, and I've been taking 275 milligrams of caffeine in the morning. And I was like, "No wonder I feel like I'm on freaking cloud nine, my head is like buzzing, I'm going like crazy." And anyway, he's laughing, he's like, "Dude, that's like the equivalent of 12 Ignites, that's like so much caffeine." Anyway, so it's just been kind of funny. Hey, so we just barely finished a Funnel Hackathon event. Now, if you never heard of that, what happens is people come in for three days and day one, we go through their sales message. Now, well that's really day two. Day one what we do is a lot of foundational work, okay. What's your new opportunity? Who you selling to? You know, have you actually created a new niche? What's your message? You know, describe more of the target? It's more stuff like that. What are the false beliefs of the individuals? What stories do you have in your life that we can start crafting around it? And we do a lot of like, it kinda feels like you bouncing around a lot, but in day two, a lot of stuff starts to come back together. Okay, so the first day is like a normal nine to five kinda day, the second day though is ... We start at about eight thirty in the morning and we go til about midnight. And the entire three day event, it's not like we take breaks, there's no official breaks, there's no ... I mean, it's intense, it's very intense as a participant. It is extremely intense as the person running it, you know what I mean? It's kinda fun 'cause day one Russell and I, we're on stage, sometimes separate, sometimes together, sometimes we're kinda ping ponging back and forth, teaching this and it was just a ton of fun. I know a lot of you guys listen to this podcast, shout out to you guys, I know that. We've had hundreds and hundreds of you guys come through it now, it's been great. Day two though, it's just ... It's mostly just me and we go from sun up to way past sundown. And we build out the entire webinar slide presentation. All of it. From top to bottom. Then Russell comes in, the very last thing of the day, usually like nine or 10 in the evening and he does this actual stack presentation and just breaks it down and shows what he's actually doing and why it works. It's really cool. And then the third day, we jump through a whole bunch of funnels and one of the things I like to do, and I promise this is going somewhere, one of the things I like to do is on day three, I like to stand up at the front on the stage and just ask ... Okay, we've gone through the actual message, we've gone through how to deliver it, we're gonna go through some funnels here in a little bit. And I open up ClickFunnels with them. And we start to go through ClickFunnels itself and it's a lot of fun and I help them get the webinar ready to rock. But I always like to ask, "What ..." You gotta understand it, like Russell Brunson and ClickFunnels and Expert Secrets and DotCom Secrets and all this ... I mean, I have a marketing degree, I have no idea what it really did for me, besides create an environment for me to learn all this other stuff. I don't ... There's nothing content wise in college, except like two or three lessons from a single semester that I really even use, you know, from college. And so, what's funny is that, this is the best material, right? It's the best stuff, it's the best tools, it's the best everything and they're in the room. Each one of them paid like 15 grand a seat, just to be there, right? There was like over 60 people in this room, it's a ton of fun. I mean, I absolutely loved it. Everyone else always does love it. It's .... There's no other place on the planet where I know you can get that kind of stuff. And so, I always like to make the point, "Look, you've got the best stuff, you're in the best scenario, you're in the best environment, you're in a room with people that frankly you probably will not find in many other places, right? You're all A players, you're all here to run, you're all here to go." But it is incredibly baffling to me to sit and realize that like 20 per cent of them aren't gonna do anything. What? Are you kidding? You know what I mean? I never had an event like that, I never had any kind of ... I had DotCom Secrets, that was it. Expert Secrets wasn't even out, right? ClickFunnels was kind of just barely getting started, there were still a lot of things they were fixing, a lot of bugs. Like why on earth would you not just go take action? So what if no one sees your Facebook Lives when you're just starting? No one knows who you are anyway. Like there's nothing to lose. And so, I always like to, on that third day, sit back and write. Okay, what are the real barriers? What is the thing that is actually gonna keep you from going? What is it? I wanna know what those things are. And one of things I always like to bring up is a ... It's a section ... So everyone's using the Stack slide, we're creating brand new offers, we're all creating brand new opportunities in brand new niches 'cause they're creating the niche, not choosing a niche, if you choose the niche, you lose. You create the niche, okay? If you choose the niche, it means you're in a proven based offer already, out of the gate. Don't be that, right? I know I'm saying a lot of technobabble right now, but it was kinda interesting because I had the thought hit to me, like, there are some things that we constantly do to help increase the perceived value of the offers that we sell, right? The perceived idea ... I mean this is huge, massive gold mines going on here, okay? Or goldnugget, whatever you wanna call them. Okay. And so, what I said is like, "Let me show you guys some of the things that we do and the things that we use to increase the perceived value of the offers that we sell." Let's think about this real quick, okay? If you are selling just a straight info product, what is it cost you to fulfill on that? Like nothing, right? You're gonna send an email with an email link in there and they're gonna go jump into the members area or they're gonna go download your stuff or something like that, right? The amount of work that it takes to fulfill on an info product, very small. Now that's awesome for the business owner, right? But as a consumer, there usually needs to be more sales copy, you gotta convince me that it's actually worth it, right? That the information itself is actually worth it, okay? Now let's think about this. How much sales copy is on an Amazon E-commerce page? Not that much, right? There's not that much sales copy that actually goes onto, I don't know ... Whatever ... Let's say you buying a CD player, whatever, an MP3 player, something like that. Let's say you're buying whatever it is off of Amazon, how much sales copy actually goes on that? Like not much. We're talking bullet points, right? Another additional paragraph talking about the features. A little section that might be frequently asked questions from people that have already bought it, right? Some reviews. That's it. Now those are all things we would include in an info product, but why do we not have to include that on a physical product? It's because we can anticipate, right, the tangible aspect of that product. I can sense that I'm gonna be feeling and holding and touching this thing. This thing is gonna be real. It's gonna show up in my mailbox. I'm gonna take it out and it's real. I can touch it, right? I can hold it. I just got this sweet hoody from a rap artist I really like. I'm usually not that much into rap, but I found this guy I really like and he's amazing and I've been just all about his music for the last like month and ... Or however long. And it's been awesome and I totally bought his hoody, it's freaking cool. And it was expensive. But the perceived value is through the roof. Now if someone ... It was $60 for this hoody, okay? So it's relatively expensive, right? Actually honestly not that bad, now that I think about it, but when I think about like, okay, how much would you have to sell me for me to spend $60 on an info product, right? It's gonna be quite a bit more, you know what I mean? It's gonna be quite a bit more money. Now you think about it ... Okay, so the first thing I'm trying to tell you is that if you are selling an info product, if you can figure out a way to actually send something physical, anytime someone buys an info product, you're perceived value of that offer is gonna go way up. Let's think about this for a second, right? On a free plus shipping offer, free plus shipping, you're getting something physical in the mail, so free plus shipping, seven dollars, for something physical in the mail, that's really cheap, especially if it's a book, right? The perceived value of that is way higher than seven dollars, that's why it's so stupid, simple and easy, for people to go and get that thing. If you bundle an info product with a physical product, the perceived value goes through the roof, most of the time. If you do it right, if it's not crap, right? But most of time, the perceived value goes through the roof. And so, that's something I was trying to tell them, is that when you're actually selling on these webinars or these mid-tier products, right? Let's say it's around $1000, $2000, something like that. If you can bundle some kind of welcome package, something that they get in the mail, something that the perceived value is gonna go through the roof. "Hey, guess what guys? You're not only gonna get this sweet info product that's gonna teach you X - Y and Z, guess what? You're also gonna get my welcome package. It's something that I'm gonna ship to you in the mail, so make sure you put in your shipping address because I've got some cool box that's coming. We've got a T-shirt for you, we've got this cool notepad that's customized and a sweet pen with our logo on it." Or whatever. You know what I mean? If you've got those kinds of things in there, it's gonna be a lot easier for you ... Perceived value is gonna be a lot higher. I hope I've made my point with that. Start thinking through what those things are. And if you don't have an idea, I guarantee that if you were to go to Amazon and you started checking out key words that relate to whatever you're selling, I bet you can find stuff, right? Even if it is another info product, you could seriously just serve it up in a physical way, right? "Hey guess what? It's a whole bunch of recordings. Oh, guess what? I also transcribed the recordings and I put them in a little notebook and I'm gonna be shipping it out to you." Does that make sense? A lot of times, the additional money you're able to spend or sorry, a lot of times the additional money you have to spend to ship out something like that is gonna be far worth the additional money you get to charge for that thing. You can sell a lot more stuff typically, when you bundle an info product with a physical product. Okay, that's number one. Physical product, one of the easiest to increase perceived value of whatever it is you're currently offering, okay? And there's I think, through a lot of things that we've sold, you know, either personally, I've seen a lot of my early funnels, that's actually how I did it, was a free plus shipping thing, but then it went onto info products afterwards. And that's one of the models, where we have the most ROI, usually. Personally, as well, I've been that way, because we lead them in with a physical product and then when we sell info products on the upsells, it's pure profit. It takes nothing to fulfill on that. And it's free plus shipping, they've already paid for the shipping, they've paid for the product, right? And now we're just selling additional product, more info products than we were going to 'cause more people are seeing the upsells. You guys following me? I hope you guys are seeing how this gonna makes sense for your business, because if you think ... Especially on front end funnels, front low tier funnels, and even mid-tier, heck, even high-end products. I mean, I've seen Gary White, those black books that he sells like for $1000 or $10 000, however much it is, it's a lot of money. You're getting something physical in the mail and a lot of times, that's one of the easiest ways to boost the perceived value. So, anyway, without beating a dead horse, I hope you understand that. Start seeing the way you can apply that in your business right now. Number one, have an info product. Number two though, you toss something in, even if it's simple, you toss something physical in there. The perceived value, typically can go through the roof, as long as you not sending them pure crap or something like that, you know what I mean? It does have to be good, obviously. Alright, does that make sense? Alright that's number one. Physical product bundled with info product. Number two. Number two way to increase the perceived value. Now, this is not a definitive list, but these are three things that I always teach, that's kinda always off the top of my head. But we were two ... Sorry, getting stumbly, it's that caffeine starting to hit. I routinely see these things as the things where the perceived value goes up through the roof a little bit higher. Okay, so number two: software. Now when you think software, I don't want you to think ClickFunnels, right? You're not gonna go out and you're not gonna freelance this software ClickFunnels in like a day. Okay, that's just ... It's amazing, right? That's software's incredible. What's cool about software is that it does take usually an extra coder or programmer, it does usually take some extra people, it does ... It does definitely increase the perceived value. Now, I wanna give you a few resources you guys can use to go create your own software. I, right now, am creating my own app. I have this problem that I continue to run into, over and over and over and over ... And it's not a huge problem, but I see a really easy, obvious way for me to create this cool app that's gonna solve a ton of my own problems and I know if I'm having the issue, a lot of others are also. And I'm not gonna tell you what it is yet, I'll tell you guys as soon as it's out and stuff. It will probably take two months, honestly. But guess what? I'm not a coder or programmer, I have no idea how to do that stuff. The most I know how to code, I can read a little html, I kinda know what Java Script is doing and I read it, I definitely cannot write it. I can definitely read and write CSS a little bit, at least enough to be dangerous, that's how I do a lot of, you know ... That's it though. And that should be a source of comfort for a lot of people. That I don't know how to do that stuff, because it means that you don't have to either. If you don't know how to do that stuff. So I wanna give you two resources real quick. Alright, if you start thinking through software, software, software, software ... Software is some cool stuff you can toss into your current offer, to easily boost the perceived value. When you think of Brandon and Kaelin Poulin, right? Those two, they're doing like a million dollars a month or something like that. I mean, something ridiculous. They're selling an app, okay? They're selling access to an app. You think about how powerful that is, okay? It's huge, that's amazing. And I guarantee it, it could not have been a million dollars to create that app, but because ... I mean, the perceived value of apps are so big. Apps aren't that crazy hard to create anymore. If you go to Flippa.com, Flippa.com. That's with two P's, F-L-I-P-P-A.com. What's cool about Flippa.com is they ... It's a place for entrepreneurs to post pre-made apps, pre-made E-com stores, pre-made ... And all of it with an existing revenue. And you can go buy existing software and apps and E-com stores and all this ... In fact, pretty soon, one of the people I wanna interview, what he does is he goes on Flippa, he finds a cool E-com site that's already killing it, buys it, puts a funnel in front of it, if he can tell it's in a cool niche and blows it up. They've already proven the product concept the hard way, now he just puts a funnel there and blows it up. Like Flippa is amazing, well in Flippa, you can buy pre-made apps, they're already on the Apple app store. You're buying the whole thing, you're not buying source code, you're not white labeling it. Although there's plenty of other places, you could also white label apps or something like that. But what's cool about Flippa is that you can go and you can actually, you know, you can grab a whole bunch of stuff that's already existing and anyway, so super cool. Flippa.com, that's awesome. The other place that I go is Freelancer.com, I love Freelancer. I know there's others, there's Upwork, there's a whole bunch of other places you can go get, even Fiver, although I've wasted more money software wise on Fiver, than anywhere else. Although, Fiver still has its place. But anyway, Freelancer and Flippa, those are two places I like the most 'cause I can post projects and I can post contests and find out and sift out who's actually good. Does that make sense? So anyway, software does not need to be expensive. And what's cool is that you can go and you can get, you can go get existing software that's already proven, you can bundle it for free, you can put it into your existing stuff, you can do ... And it's way, way, not as nearly as expensive as you might think it is. I saw some app on Flippa the other day, I get little notifications 'cause it's exciting for me. I'd rather go on Flippa than Facebook, Facebook stresses me out now. And so sometimes I'll just kinda dink around in there and I'll watch what's going on. Some app, it was pretty cool, sold for like 70 bucks. I mean, when I say it doesn't have to be expensive, I really mean it, you know? Some of the most expensive ones I've seen on there, like three grand, even up to 10 grand, but it does not need to be that much. Anyway, there's a really good book that's called ... And this is why software is so cheap. And I'm sorry I'm going kinda deep, I know this is kind of a bit of a longer podcast, but I just wanted to drop this all to you guys, so that you know some easy ways to make more money. That's what I'm really ... This is me trying to help you make more money. So hopefully you don't mind that this podcast is a little bit longer this episode today ... So, there's a really good book, it's one of my favorite books actually. I read it in college and it was one of the books that actually had a stark impact on me. It's called, 'A Whole New Mind', it's by Daniel Pink and the subtitle is: Why right-brained thinkers will rule the future. You need to think about this. Now in America, and honestly most places, you know, first world places, especially obviously like ... Are you farming right now? Do you have a farm? Most of us, no. And even if you are farming, you probably chose that profession, you know what I mean? Like it's not like I have to go be farming. I'm not ... we're not making our own clothes, I'm not trying to like pump anything to try and get electricity, like the basics of life are pretty taken care of. You know what I mean? In a lot of first world places. Especially if you live in America. And so, like back in the day, when you know, during the Industrial Age and back when we were manufacturing like crazy or electricity is brand new or you know what I mean? Like those were the hot things to go sell, that was the hot markets. But that stuff's kinda taken care of. It's either monopolized or de-commoditized, right? So who really rules the future? It's the creative ones, right? It's the ones who are ... It's the reason why you can go hire out programmers super cheap, they're a dime a dozen. You can go get programmers ... And it's not ... I'm not saying don't go be a programmer, there's certainly a great place for it. But you just gotta understand where value gets really creative inside the market place, it's not typically someone who's doing some maintenance style job, right? It's what's new and exciting? It's the creative stuff, it's the stuff that's out there. So if you can be the creator, that doesn't mean you have to be the programmer, but if you can go create a piece of software, if you can go create ... It's not that expensive to go create those things anymore. And so, that's all I'm trying to say. Anyway, start thinking through like simple apps, little tiny simple things that you see ... I mean, I'll go back to the Brandon and Kaelin example, Brandon and Kaelin's app is a list of recipes and some exercise videos that describe to you what you should be doing on your daily routine and stuff. It's not like, it's not like it's doing crazy stuff, it's basically a content app. Does that make sense? That's the whole point I'm trying to make. It doesn't need to be crazy. So, if you've never thought about creating some kind of software piece before, I urge you to start thinking through that, okay? Anyway, so number one, think about how you can do a physical product bundled with your info product, right? Or vice versa, as the upsell. It definitely ... It boosts your perceived value. And number two, some piece of software that you can bundle with an info product or with your physical product or ... Does that make sense? Okay. And then number three, here's the other thing, now I wanna explain this one just a little bit. Let me just say it first, okay, number three, live Q and A. Okay, that's number three. Live Q and A. Now when I say live Q and A, I mean live group Q and A, alright? I mean live group calls. In my opinion, in my opinion, you should never include your own time as part of the fulfillment of whatever your current offer is. Let's say you're selling a $100 thing, don't you dare be offering your time as part of the offer, when they buy that info product. Does that make sense? Even on a $1000 webinar funnel product, a $1000 product, I still tell people, I always tell people this, at the FAD event, to Two Comma Coaching, anywhere, I tell people, "Do not put your own time in to fulfilling each order." Okay. When we do the Two Comma Coaching programs, like when I built Secrets Master Class and we built that program, when we were putting all those things together, I am not doing one on one calls. And the reason why is because there's no way I could handle that, I'm trying to sell a lot of right? Of Two Comma Coaching programs and they're totally worth it. And it's awesome to have all those people in there. But I do group coaching calls and I record them and I make those recordings available to all the people who are currently buying and buying in the future. And I index them. So I say, hey, in this one we talked about this and they can go listen to the recordings, and it starts to replicate me. And this is when we talked about this and that replicates me. And this one we talked about that. And I index all of them and now they're all inside the Secrets Master Class and Two Comma Coaching programs. And now anyone who comes in the future, they can keep watching those things and reading those things. And I still continue to do the live Q and A, group Q and A, every single week. One on one coaching time, that's higher up on the value ladder for me. I don't want myself to be a part of that fulfillment, right? I don't want that. I want an info product, it's only a $1000, like my time is not worth that, you know what I mean? It's worth more than that. And so, I wanna ... Anyway, those are some of the easiest things ... Because when you offer a live Q and A, as part of your stack, as part of your offer, whatever it is you're selling, right? Stack slides and things like that, that's not just for webinars, that's for every step of the value ladder. No matter what you're selling. I don't care if it's a free plus shipping seven dollar offer, put a freaking stack slide side by side with it, alright? Where does the free plus shipping book sit on the stack slide, probably the tool, right? Or that top one. Cool. Let's fill in the gaps. Alright, let's figure out what a bonus one is, bonus two, bonus three, that's how we make offers, that's how we ... On any, in any level of the value ladder, okay? Anyways, I'm sorry, I know I'm going really technobabbly with this one, I just wanted to toss in three of these things that we routinely do, that I routinely do also, to boost the perceived value, to give more and actually help you guys charge what your things are really worth. So, anyways, number one, just to recap again, find some kind of physical product. If you don't have any ideas, Amazon probably does for you, right? Number two, software. Doesn't need to be expensive, Flippa.com, Freelancer.com. Honestly, what's cool too is you can go to the app stores and see what things are already selling. You can probably go to some coder and say, "Hey, I wanna make me a version of that." And all they gotta do is ... What do you call it? App hack. Right? Software hack. And actually create that. Number three, live Q and A's. That gives warm, fuzzies, that I'm gonna be taken care of, that helps me know that there's plans after this. That lets me know that I'm not left on my own. That makes sense? That lets me know that other people are involved with it. So anyway, those are three things. I'm sure there are a lot of other things as well, but those are the three go-to things that I continually go through and that ClickFunnels and Russell continue to go to as well, to help boost the perceived value of what it is you're selling. I'm not saying it's not worth whatever you're selling it, but sometimes customers have a hard time like believing it, you know? Especially if they're Debbie downers, especially if they're doom and gloom style people or they just don't ... Whatever it is, like whoever you selling to, people want that extra thing, they want to feel like they're taking advantage of you, which is sad and stupid. But if you can play to it, by boosting perceived value and show 'em like, "Yeah, you're right. You are taking advantage of me. Here's all this extra stuff." You know what I mean? Like then it can help you sell even more and those are little things that take hardly anytime on your fulfillment, you know what I mean? Which is awesome... So, anyway, guys hopefully that was helpful. It's one of my favorite sessions to do, we dive a little bit deeper into that, even at the FAD event and through Secrets Master Class, but I thought I'd just kinda dive into it a little bit more, so you guys can see a little bit some easy ways to do this. So, again, does not need to be expensive, does not need to be very time consuming even. And honestly, you don't need to be the one doing it, right? If it's physical, a fulfillment house can do it for you. There's a ton of places, right? I don't send out ... I have a free plus shipping CD thing that I've been sending out for years, I don't send any of those, some other person does 'em. I think in Indiana. I don't even know. That's the whole point with this whole thing. So, anyway, physical product, some kind of software and some kind of live Q and A, group Q and A that you can record and continue to use in other assets, in other places and keep perceive value high. So anyways, hopefully this is helpful guys. I know it's a little bit of a longer episode, but this is honestly one of the coolest things on the planet for me, to share that kind of stuff with you. Please ... You know what would be really cool though, honestly? This podcast is gonna hit 80 0000 download here, very shortly, which I can't believe. I mean, it's so exciting. Thanks for being listeners, thank you for jumping into this content with me and sticking with me in all this. Number one, I would love if you guys wouldn't mind to go to iTunes, I am asking, and just leave some reviews. It was fun for me to go back the other day and see all of people who have left reviews, it's exciting. It's really cool actually. Got me pumped. But number two, more importantly, honestly, if one of these three things, I would love to know if you guys actually implemented 'em and I would love to know how much money you guys actually made back from it 'cause that would be so cool. Very, very exciting. So anyway, you guys are all awesome. I really appreciate just you listening. You know what's really cool for me too? Is just to know you guys are all out there, that you all listen to this, that it actually is helping you with your life. I love reading your comments. I love reading the things you guys are doing as well. And you've been successful with all this stuff, so scratch and back both ways, just so you know. I love hearing your comments and making these, probably just as much as little pieces of gold I'm trying to drop in each one of these. So, anyway, you guys are all awesome. Talk to you later, bye. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Wanna get one of today's best internet sales funnel for free? Go to SalesFunnelBroker.com/freefunnels to download your pre-built sales funnel today.Advertising Inquiries: https://redcircle.com/brands

I just realized I have TWO FULL Value Ladders running right now... NO NO! What's going on everyone? This is Steve Larsen and you're listening to Sales Funnel Radio, oh yeah. 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. Hey guys, hope you're doing fantastic, hope you're having a great week, great day wherever you are. Thanks so much for tuning in, really appreciate it. This podcast I believe just passed 70,000 downloads. 70,000 downloads, that's crazy, never in my life, I first started this only a year ago, did I think I'd have that many downloads, that's amazing. Anyway, thanks so much for being a listener, thanks so much for being a subscriber and tuning on into this. 70,000 downloads that's awesome guys, and I really appreciate it, appreciate the support and hopefully you are getting some nuggets and things you can use inside of your sales funnels, both online and offline to increase your revenue. There's these sayings that I continue to put out in my head, these sayings that repeat in my head over and over again, and one of them that I say in my head all the time is like, I believe, one of my ism's is that I believe very much that one of the purposes of entrepreneurship ... One of the purposes of business in general is to pump as much value into the marketplace as you possibly can. Now I realize a lot of people will disagree with me on that, I'm not saying that it's not to make money, it is. It is to turn dollars, sales keeps the economy going. Make money, charge money, you know what I mean? Don't be afraid to sell, but you do that by pumping value into the marketplace. So anyways I just hope that my little ism there, like pump value into the market, pump value into the market. Like that's my thing, and hopefully this podcast has been helpful in some aspect to you, in some way. I would love if you wouldn't mind, I got on iTunes a little bit ago, and there's several reviews on there. Those are awesome, those are fun to read. If you wouldn't mind I would love to have a review in iTunes of this podcast, that'd be really fun. So anyway, don't feel pressured, but man I would love that, it'd mean a lot... Hey I'm really pumped, I love speaking on stage. I was on stage a lot growing up, I actually sang in a band, I played drums for four years, the full kit. I played piano for about six years, I sang, whether it was in choirs or in musicals or something like that, a lot of you guys probably don't know that about me. I sang a lot, ever since fourth grade, and I had the lead in several things growing up and anyway, really, really enjoyed it. I have the privilege of getting on stage yet again, several more times. I'm excited, I just got asked to go speak at James Smiley's B2B event, very excited about. If you guys don't remember him, he was on an episode probably about 10 episodes ago, he was talking about his B2B funnels and from that one podcast, I don't know how much it was he made, but it was a lot, which is very exciting. I had no idea, and from that one episode all this stuff has stemmed out, and I just really appreciate him as a friend and buddy. They ended up asking me to go over and speak at his event here in Dallas next month. So I'm really, really pumped to go do that. Then I'll be speaking at another one in January, called Authority Maker, that'll be exciting as well, that ones in Vegas. So anyways, I'm pumped and there's actually several more already lined up next year. I love talking, I love speaking from stage, luckily feedback has been that not bad to listen to either, which is kind of nice. But hey I have been revisiting my Value Ladder, and it was a few days ago, I sat down at my white boards here. I stood and I was jamming to music, I was in state, I was in flow, and I was really excited and I realized that I have two value ladders. If Russell saw that he would slap me, because it means I have two different businesses. Anyway I sat down, I started mapping through my Value Ladders, you know so I was putting the first thing in there. Right, Sales Funnel Radio, the next thing on there, and the next thing on there, and the next thing on there, and there's all these other things and I started putting them on. I was like those don't fit in that business, like what on earth? I went and I was like, wait those all create their own Value Ladder in a different Value Ladder, it's their own business. For those of you guys who don't know what a Value Ladder is, all we do is we start with cheap and or free things up front, and they give a lot of value to the customer or the person who's visiting. Then all we do is as a business we try to age and ascend customers. So as we give away that first thing, and we try and solve legitimate problems for the person, that lets us create a relationship with them. Well that means that I can now start charging money and the more value I'm bringing to that person, the more money I can start to charge them. So there's multiple steps in that Value Ladder, and the farther up the Value Ladder that you move, you get into areas like done for your products. Implementation and coaching products, the products that are more high tier, high ticket, more time intensive for the entrepreneurs personal time, and you obviously charge more for things like that. Usually when someone has not, does not feel like they can ... Usually when someone doesn't feel like they can charge enough money, it's usually because they're actually not pumping enough value in there. Or the person hasn't felt enough value come from the entrepreneur yet. So there's this weird awkward feeling that comes from it. So it doesn't necessarily matter where someone comes in, what level they come in to your Value Ladder with, but it's important to be purposeful about it. So think through, like what's your Value Ladder. I encourage you after this episode to go write that down, what are the free things, what are the free pieces of bait. What are the free things that people should be paying for, that you've got out there, right kind of your region of things, or things that help identify hyper buyers and things like that. Usually there's a whole funnel dedicate to just that front end product. Okay now what's the next thing? Is it a 47 dollar thing? 297 dollar thing? 497 dollar thing? 1000 dollar, 2000, you know what I mean? There's usually standard kind of price points throughout, that can be a whole episode. But anyway, think about what your actual Value Ladder is, and be purposeful about it, and don't get dissuaded from it. I don't know about you guys but I repeatedly suffer from shiny object syndrome, or at least I did for a long time. There's so many cool things out there, that I could be doing, that you could be doing. That ClickFunnels and Russell could be doing, I mean opportunities ... You know what's funny, I was actually talking to Russell about this the other day, and I was saying dude how funny is it that when you're in college, the mentality of every person in college typically, stereotypically, is oh my gosh I just hope that I get a good job. Please just get me a good job, I have to have a good job. You know hopefully there's at least one person out there that can give me the opportunity to have a good job, and I'll just work till I die there. I was like dude how funny is it that, that's the mentality in college, yet for an entrepreneur it's the exact opposite. It's like oh what opportunity should I chose? There's too much crap going on, there's too many things that I could go do. We were just laughing about how funny that is. If you're not feeling that yet in your life, my guess is that you've not been pumping enough value, you've not been solving enough legitimate problems out there for people. Solve legitimate problems, and you'll be pumping value out there. Opportunities will come knocking at your door like more than you can handle, and just trust me on that, go test me on that, tell me how it goes. I dare you to go give something away for free that you should have charged for, if you have nothing for free to actually give away, and watch what happens. I was watching, I was listening to Dayna Derek's on stage the other day, it was awesome, and he was like hey yeah, this book of mine, you know he's selling it for a lot of money, he's like I realized it was in a separate Value Ladder. So all I did, I just took this book that was a lot of money and I just made it for one of my free things in the front, and it brought in all these extra customers and now it's reinforcing my one Value Ladder. I was like hey that's really cool, it's sweet, it's a cool approach to it. He's like yeah now I just have tons of cool front ends, lots of cool front ends, but it still supports the core Value Ladder, the core business. I'm not chasing new shiny objects all over the place anymore. I was like, that's interesting, that's cool. It's been interesting because Russell went back and he started looking at his Value Ladder, he's like hey now this is our business and this is all we do. We're getting more focus there, and I realized like crap I have two separate Value Ladders, and they're similar enough that I feel like I can't get rid of them but they are as different enough that I feel like they're not the same thing. I don't have the answer, I actually it's kind of been the thing that I've been going through right now, is trying to figure out how to split the two. I don't really know yet where that split is, and I've committed to both, and I'm not telling you what the other one is yet, I will at some point here shortly. So you guys can go check it out, because it's killing it, the first funnel, the first page has got a 68 percent optime rate. There's been like 400 people that have hit the page, 68 percent, it's ridiculous. Tons of other ... So anyway, I'm testing it right now, I'm making it all awesome. It's this little side fun thing I've been doing on my own and it's killing it, and I'm so excited. Anyway I'm going to go turn ads onto it here shortly, and it's not hot traffic, it's not ... This is warm traffic, but still 68 percent optime rate, I'm like what the heck, so exciting. Anyway, but my encouragement to you though is to not have too many Value Ladders, and in fact just have one. So what's the core of your business? Typically the core of the business, this is what we teach in Secrets Master Class from the 2 Comma Club coaching. What we teach, what I teach is that really the middle of the Value Ladder, mid tier right, somewhere around 1000 dollars, could be more 2000, 25 hundred, five grand. Could be a little bit less, maybe down to like 500 bucks, usually not a whole lot less than that, usually, there's exceptions. But the core of your business, what is it?.. I hope that you have one, that something that is kind of mid tier right there. Why? Because it doesn't take a lot of mid tier Value Ladder level products to change your business. It doesn't, because they're higher ticket, you don't have to sell as many of them to help your wallet. How many smaller, free plus shipping seven dollar books do you have to sell to actually make a dent in your wallet and actually see? A lot, right? A ton, so they're great for front ends, but that's why we don't want to try and make money off of them, they're just to bring people in. We'll make money on that middle value ladder area, and then we'll double our business with a high ticket thing in the back. Do that to each Value Ladder, do that to each funnel, do that to each, and that's the formula right there. There's a whole bunch of other things you can do with it, and it's a lot of fun, it's a lot of deep strategy depending on what industry you're in that we could go through right now. But I'm trying to not go too deep ... Its fun though, I really, really enjoy it, and the only thing I'm trying to say is that if you feel like you've been spinning your wheels ... 'Cause I remember feeling that way, I felt that way for a long time, years, and the problem was that I didn't have one Value Ladder. I had tons, I was going to do ... There was a piece of real estate that I had a contract on, it was 3.5 million dollar piece of commercial real estate. I was flipping the contract, and that was one deal with one dude, and then I was writing, I can't even remember what else I was doing. I was like totally unrelated businesses, I can't even remember now that was probably like about five years ago. Holy crap that was five years ago, I don't remember every else that was going on, what I do remember is that there was a lot of things I was doing, but none of them to the full extent. I was spread too thin, and it's because I didn't have one Value Ladder. That's why I was laughing so hard when I sat down here the other day and I started looking at it, I was like crap I have two freaking Value Ladders. So my answer to it right now has been that I'm just not even working on one of them, and I'm only working on the other. I'm not touching the other, I'm not doing anything with it at all. Soon I'll reveal to you guys everything of what all those things are, so you can check them out, you can see what I'm talking about. See examples of the stuff that I know is converting, it's been fun, 'cause I've been able to test stuff before you guys will ever see it. So I can you actually numbers, which is exciting too, which I think you guys will enjoy. Anyway that's the whole point of this, it's fun for me to listen to Russell as he coaches his inner circle, one of the biggest things that he yells at them for is when he can tell they have more than one business. He can tell ... You're just not going to do more than one business very well, you're not. That's the thing I was kicking myself for, I was like crap. This other one snuck in so well I didn't even notice it, you know. That was just this little side hobby turned into this actual thing, and I was like oh crap, I have to actually support this thing now, like dang this is working. Oh gosh it's working, wait a second I already have a second business here now, oh, oh. So I've been trying to figure out what to do with it, again don't totally have the answer, I'm just only working on one at a time I guess. So I won't even touch the second for months, but it's going well. I'll tell you ... Again I know it's kind of, I'm being elusive but that's okay. Anyway guys go back restructure the business, think through what your front end free things are and what's cool about this is that you can have tons of cool free front end things. You know that part of the fun of it, when you know your Value Ladders converting, you know and you got a mid tier thing that's converting that well, and you've got a high ticket thing that's converting really well. I mean you get to go create all the cool front end products and multiple layers of it, as much as you want. As long as it's all part of the same business, all fueling the same part of the core. That's so fun, but the moment you take your focus and you shift over to, which is the medicine I'm trying to take right now too, and I'm like crap. Shiny objects, I just want to do this one thing. I'm trying not to take on a third that I really want to go do, but I shouldn't do it. Every time you go do that though you spread yourself too thin, and it takes a lot of mental mojo just to get a single funnel up, and I think everyone on this podcast probably knows that. So if you go do that and you're skipping from understanding one market and one person really well, and you're trying to skip over to a different profile, and understand that person really, really well. It's the whole reason why when I was ... I built a lot of funnels for my own clients for a while, I don't currently do that right now. I wouldn't take on more than one, because I couldn't handle more than one, because I had to understand so deeply just that one customer, right, for that one business, for that one Value Ladder. So that I could make the copy, I could make the sales letters, I could put the funnel together. I could make the follow up sequences, I could make the higher ticket thing and the front ... I mean there's so much that goes into it, right? Some guys making his whole career out of it, you think I can go do three or four of these at the same time? There's no way, that's why I was like, I got to just one of these things at a time. It's the same ... I'm trying to take my own medicine. I feel like I'm preaching to the choir now, you guys probably already know that, but I encourage you to go back and really think through what your Value Ladder actually is. Let's say you don't have the back end yet, ask your market. Let's say you don't know what the front end is, ask your market. I encourage you to not start by creating a front end product, and if you already have, that's fine. I encourage you to start with a mid tier product, thousand bucks. Why? 'Cause you only need a few of them to really break even, right? It's way harder to throw everything up against the wall and hope that something works when it's a free plus shipping offer, it's like oh. I know for E-comm people they might not like to hear that, well you can start with something that's even higher. You know, make an offer out of it, package a few things together and sell it in a package, as an offer. Or sell more higher ticket items at first, that'll at least get the cash flow going as you figure out how and what to sell. What are you selling? How do you sell it? You figure out those things the core of the business right there in the middle of that Value Ladder, boom, I guarantee you, you're going to start getting feedback. As you start getting feedback, guess what happens? Patterns will start to emerge, oh you know what everyone's asking for this one thing, that would be a really cool free plus shipping front end. Or a really cool free download front end, or a really cool 17 dollar physical thing front end. Does that make sense? Let the market tell you what front end to make, it's way less risky. Then guess what, a lot of people after they're consuming your core product, your 1000 dollar thing, around that area. Guess what's going to happen? A lot of them are going to go, oh my gosh I wish I had more Steve in my life, oh my gosh I wish I had more of you, your business, whatever it is. They're telling you what back end thing to go create. It's way easier to do this game when you take a lot of the guess work out of it, let the market tell you. You only have to kind of guess once, you're not really guessing 'cause you're going to run an ask campaign for that mid tier product. They're telling you everything to make, the market will tell. That's the whole point I'm trying to make with this, have one Value Ladder, let the market tell you what those front and back end products are, and create a new niche based off of the core product, that mid tier product. Anyway, I chattered a lot with this, and it did get a little bit techy, but I hope that, that helped. I hope that it simplifies a lot in your head, for years my head was spinning. I could do this, I could do this, I could do this. No, no, cut away everything else, cut away, cut away. Don't worry about those things, what's the one mid tier product, the 1000 dollar thing that you could go create right now, and actually go sell it? If it doesn't sell doesn't sell round one, tweak it. Figure out how to sell it, what are you selling, how does it sell? The core of the product, and then the market will start to tell you what to do in those back end and the front end products. The market will tell you what they don't like with your core thing. The market will tell you, it's all about iterations, just keep it going. Launch, figure out what's broken, go back fix it, and relaunch. Boom, boom, boom, that's how we do it. That's how I do it, that's how Russell does it, it's how ClickFunnels does it. It's how every person I've ever seen be successful in this stuff, all of the hundreds of people who've come through the 2 Comma Coaching Program. All the people in the Secrets Master Class that I've coached, that's how it happens. I feel like there's this paralysis that starts to happen, oh I better have the back end before I launch the front end. Like no, just launch the freaking, do the core, go launch the core. Oh I got to have this and this in place, no you don't. No, you don't, half the time we don't have the actual product built yet when we sell it. Like what? Oh my gosh, what? Well we're trying to see if the thing is right, if it sells, then we'll go build it real fast. Does that make sense? Take the pressure off, go figure out the one funnel, it'll simplify everything in your head. Go figure out the one Value Ladder, it'll simplify everything in your head. Have fun with the thing, gosh it's so much fun, if I'm not having fun with it I usually suck at it. Anyways guys thanks so much, hope this has been helpful, thanks for tuning in to this episode. I'm very, very excited for everything that's coming up, both in the internet marketing world. Whatever's going on in your life I hope that it's going awesome too, and if it's not go orchestrate it that way as well as your business. I'll talk to you later, bye. Thanks for listening to Sales Funnel Radio, please remember to subscribe and leave feedback. 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If you can figure out these 3 things, then you can make good offers... Hey, 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. Hey, hope you guys are doing great. It is a fantastic, what is it, Monday night, and it's a little bit late. I am loving the day though, great day, went awesome. Recently, Russel did a webinar and went fantastic. I know that I've mentioned it on here before but the webinar just ... I mean, it was incredible. The whole thing was incredible, really enjoyed every piece of it. It's fun for me to watch, fun for me to go through it and see all those pieces in action. And there's a pattern to ... and I don't know if I ever shared this before, so I thought I would. There's a pattern to how we create webinars. And Russel's unique ability is really offer creation, specifically webinars, I'll say that. Kills it with the webinar slides, with the webinar creation, all those pieces. And I am the Secrets Master Class coach, in the Two Comma Club program. And the whole purpose of the program is to help people get $1,000 webinar off the ground, which becomes the core of their business. So there's a place that we always start every time. I don't think I've ever shared this with anybody though, on this podcast anyway. When peoples webinars aren't converting, one of the biggest things I always notice right off the bat is it's usually that ... okay, if you haven't read the book Expert Secrets, some of this is gonna be techno babble. Okay? So go read the book Expert Secrets. I don't know why you have not read it. If you haven't, go ... it's seven bucks. I had a buddy once that was ... he was like, "Dude. How come you're not telling me exactly how to do this stuff?" And I was like, "I've told you how. Go get the book. It's free, you just pay for shipping." And he's like, "What? Hey dude, that's totally a scan dude. Are you kidding me?" I was like, "Wait a second. Wait a second. Dude, you're asking me," and this is a buddy I kind of grew up with a little bit, and he's like, "Dude, you're asking me." Actually, he's a buddy in the army. Anyway, whatever. I was like, "Dude, you keep asking me over and over again how I'm doing what I'm doing, how I'm able to do what I am doing both financially, both with my time, with all the ... I'm telling you right now, go get the freaking book and read it." And he was like, "Dude, no. It's got to be a scam man. Look at this. This is one of those sites that takes your money." And I was like, "You're paying for the freaking book. You're telling me you won't gamble seven freaking dollars on trying to figure out what it is I'm doing." He's like, "No. No. No. No." And I was like, "Oh my gosh. Okay." That's kind of my litmus test now. I don't work with anybody who has not read both Expert Secrets and DotCom Secrets. Maybe because there some technobabble and not so foundational. Anyway, whatever. All right. Anytime someone ... I recently did a coaching session with someone and they're like, "Hey. Could you look at my webinar funnel?" And actually this is a repeated coaching session topic. As the Two Comma Club coach, this is ... so anyways I was looking at the webinar. This is on one of the Friday calls that I do. It's a lot of fun. And they used to be four hours long, but I cut 'em down to two hours 'cause there's so much recorded content in there for people to go through already. But anyway, the part that people always mess up on ... I was going through four different people's ... I was going through their entire webinar funnel and script live, in front of the whole coaching program. And it was a lot of fun. I really, really enjoyed it, went through it. And the part that I've always noticed that people mess up on is really like only two or three things. And if you get these two or three things, the rest of the webinar script and funnel is really easy. And you can put it all together, a monkey can put it together. It's really, really simple. The most challenging aspects of it, right, after you've created a niche, after you've gone and you've created the niche, you've created a new opportunity, and you started to put an offer together. The most challenging thing that people have to figure out, and the place where people mess up the most on is figuring out their three secrets. Steven, what's the three secrets? The three secrets are completely based around false beliefs. And what people will do ... this is what we tell people to go do, go run an Ask campaign. Right? Figure out what people have got. Don't try and figure out what the market wants. Don't guess it. Go ask 'em. Ask 'em. Figure out exactly what it is that they want or that they're struggling with, and now you know what their false beliefs are, and now you know how to create your three secrets. That's like the spot, those three secrets. The three secrets and the big domino statement and the stack, those are the three different things. If you don't get your big dom ... If you have no idea what I'm talking about go ... seriously, go get the book. All right? I'm not asking you to buy it through my affiliate link. I'm getting no goodies by saying that to you right now. It is bar none ... I have a marketing degree, it is more valuable than my entire marketing degree, which took me five years to go through. Anyway, that's ... in all sincerity though, that is a life changing book. If you read DotCom Secrets and Expert Secrets, those two pretty much recap and more all of my degree, far more actually. But anyways, those are the three areas though. So, the big domino statement is the one where it's kind of like the first, you know, "How to blank without blank!" Right? That's like the headline of the whole webinar. People will mess that up sometimes, or they won't get it quite right, or they'll be too wordy in it, or they will say something that it just doesn't sound true at all. How to lose weight without ... eating cookies only. And I mean, that doesn't sound believable. You know? So, that's the first place, the how to without statement, the big domino statement, basically the title of the webinar. Right? That's number one, the title of the webinar. Number two is the three secrets. Those three secrets: internal false beliefs, external false beliefs, and vehicle based false beliefs. Now again, if you have no idea what those things are ... really, really simple way to put your marketing message together and your script in general. And what's cool is that I use that formula. I use the Perfect Webinar script in so many places besides webinars. I've used it in podcasts. Some of you guys don't know that's what I did to you. I've used it in email scripts. I've used it on stage presentations, both when I'm selling and not selling. I've used it ... I mean, I've used it a lot of places. It is persuasion 101, so don't think of it as the only thing you can do with it is a webinar. And then that third place that really people mess up on is the stack. Now, the stack is your offer. A lot of times people will not realize that they've gotta go and use the Stack Slide. The Stack Slide is the key to creating an offer in any business, any business. Stack Slide, it is the key, the key for the entire webinar, the key to your niche, the key to your new opportunity, the Stack Slide every single time. Whenever I'm creating anything, I use the Stack Slide. I think through ... what's the main offer? What are the three bonuses that directly address the false beliefs? Right? And what's a tool I can give 'em to help speed up the progress? If I can think through those things, boom, offer creation. Boom. Really, really easy to know that you're gonna win. Right? And it takes a little while, cause you gotta go run some Ask campaigns and stuff. So, anyways, this has been a little bit more of a techobabbly broadcast, and it already feels weird coming out of my mouth. I'm gonna be totally honest with you right now. I'm giving you freaking straight gold right here, but I haven't packaged it around a story so it's not really being delivered very well. And I know that, and I can feel it while I'm saying it. I've been doing podcasts long enough now to know that I ... it feels weird coming out. So please just take what I'm trying to say and just ... I wish I had, I should have packaged a story around this a little bit better. But, you know what? Here's one right here. Now, I didn't realize that I was doing this when I was in college. And I know I keep bringing up stories back in college time, but that really was the birth of me as an entrepreneur as I struggled for four freaking straight years failing after ... I listed it out once a couple of months ago, it's like 17 businesses I failed in before I had the first success. And it was an okay success, and the next one after that was like a huge one. And then, after that, it's been like bigger and bigger and bigger, and it's been awesome. But there's this product that was selling, and I was selling the product. It was a great product. And there was some up sales with it. There was a problem though. Every person that I was selling this product to, whether or not they bought the up sales, they would message me afterwords and go, "Great product Steven. Oh my gosh, great product. I'm loving it. This is so awesome. One thing though, I feel like the up sale should go with it." And I was like, "Greedy son of a ... are you kidding me? What? I'm not gonna ... no, it's the up sale. Are you kidding ... no, it should be with, you're supposed to buy that to get it. Are you kidding?" And I was like, "Ah whatever!" And then the next day, someone would ask the same thing. And that request started coming more, and more, and more, and more. And I was like, "Good grief! Oh my gosh, are you kidding me?" Anyway, I was really, really mad about it. And I was telling my wife, "Man, these bunch of people I'm selling to right now are just really greedy. They want all of it for the price of the initial thing." And I was like, "And I can't tell if I should do it because the market's asking me to. Is that what that is? Or am I selling to the wrong people and they're willing but not able to buy?" Where am I there? Where am I there? I might as well test it. So what I did is I took the main offer, the main product, I took the main product and I went and I took the up sale, and I made it a part of the first product. So when you got the product, you got the up sale also for free. Little bit of time goes by. Little time goes by. There's suddenly there's this big spike in my sales, and I was like, "What the heck is going on? Are you kidding me? Okay. Cool, cool, cool. I don't know what the heck, traffic source is the exact same. Why is there more sales coming in?" And then, shortly after that, all these people started coming to me, and they're like, "Hey Steven, you should put in that second thing. Put in a second thing man. We would love to have that. Put that in. That should be part of it because that's gonna help us do the actual ..." And I was like, "Daw greedy, are you kidding me? That's freaking ... you're supposed to buy that. I already added in the first up sale."  Anyway, I ended up adding in every thing from the funnel into the first product, which made it an offer. That's what made it an offer. And when I did that, huge spike in sales, and it sustained at that level for a long time, and paid for tons of stuff. It was great. Oh my gosh. It was awesome. Anyway, long long time. And I learned a lot from that. I learned that inside of every single funnel is a mini Value Ladder that your business overall ... my business overall was ... I had this Value Ladder where I had this free stuff in the front, like mid tiered stuff kind of in the middle, and then high ticket stuff in the back. Yes, my business was that. However, every funnel was also a mini Value Ladder. And I was like, "Interesting. And it's an offer." And I started putting ... anyway. Anyway, I hope that that makes sense what I'm trying to say here. But in these webinars, when you're going and you're creating 'em, you gotta understand that the Stack Slide is the key for everything. If you wanna go make a sexy brand new new opportunity, a brand new offer, as a B2B person. Boom. There's a way to do it, Stack Slide. Use that as a template. Let's say you are in network marketing, or MLM. What do you have as assets out of the gate? Well, if they give you physical products, cool. And we'll fill in the other spots of the Stack Slide. We need a few bonuses. And let's toss in a Master Class on how to use the product. Boom. Stack Slide. Done. That's the new opportunity, new offer going in. No one else has done that, so you're brand new. You just created a niche. You understand what I'm saying? The Stack Slide is the freaking key for how to create offers and create niches ... to create niches in places where it's all improvement based offers where it's no longer sexy. What's some of the least sexy businesses you can think out there? There's a bunch. But the way to make them sexy again ... you might be thinking Steven I'm in retail, how can I use these funnel things? Stack Slide. Okay? That's how you do it. Every time I create an offer now, whether it's at ClickFunnels or personally, I start with the Stack Slide. Okay? And what I do to fill it out is a go run an Ask campaign, figure out what the false beliefs are. That helps me figure out what my bonuses are, bonus one, two, and three. Again, if you don't know what I'm talking about, this is straight techno babble if you've never read Expert Secrets. Go read Expert Secrets. Okay? So I gotta start with the Stack Slide. Then what I do after that is I start thinking through the main thing that people are asking for. That becomes my master class. You know? Or the physical thing, whatever it is. Then I think through something physical as a tool, or a piece of software, or whatever it is that I can pull on with it. So, I'm putting the main thing with it, like a master class ... or let's say I'm in eCommerce, the physical product. All right. Now, let's give 'em some kind of tool. So if I'm selling an info product, what kind of tool could I give as an info product? Well, there's a piece of software, maybe there's some pdf guides, maybe some checklists before someone can use their thing fully. There's all sorts of stuff you could pull, and you don't have to come up with it. The market tells you. And then, there's bonuses one, two, and three that relate to the internal, external, and vehicle related false beliefs. Does that make sense? It's the template for every freaking business, for every single brand new niche that's out there that you are creating. The way to get into it is through the Stack Slide. And it blows my mind that people have a hard time understanding that. It doesn't matter what business you're in. It doesn't matter what industry you're in. If someones sitting there and they're thinking, "Oh, I don't know if that'll work for my business." If you freaking need customers or leads, it will work for your business. It's how you address the false beliefs of your market with products as the answer, and create a new niche. While you're doing that, you're also making the niche stronger. So it's harder for people to knock you off. Does that make sense? I'm sorry for how much techno babble ... I feel like I'm on a soap box right now. This has not been a normal episode of mine. But I hope that ... I hope that makes sense, what I'm trying to say here, that the Stack Slide is the key, not just for webinars. Okay? Webinar is just a ... it's a sales script. Right. It's a sales opportunity but what are you actually selling on the webinar? You're selling the Stack Slide. Okay? So take that Stack Slide, and that becomes the blueprint for how you succeed in whatever business you're doing. I don't care if there's 100 other people competing in the exact same thing. Where you differentiate yourself? Stack Slide. That's how you do it every single time. Right now, on my ... let me turn around here, my mic's on the other side here. Right now, on my whiteboards in my office right here, my home office, I have Stack Slides all over the place. New offers, new things I'm thinking through. Once you nail that Stack Slide, man, the funnel is easy to build. Steven, how does ClickFunnels build so many funnels so quickly? We start with the Stack Slide, that's how. That's how we do it. And then we think through like ... cool, okay, here's our offer. Here's our brand new offer. Now let's go find someone else who's done something similar, funnel hack them, add in our offer instead, funnel hack their traffic, figure where it came from. Boom. Ensures our success really quickly. That make sense? Not that we succeed out the gate every time. Mostly we don't. But on the second tweak usually we do. The second tweak. Tweak, not full readjustment. You know what I'm saying? That's how. So anyway, that's all I'm trying to say. I'm just trying to place emphasis on the Stack Slide. I feel like that's one of the themes that I keep telling people about all the time, it's like Stack Slide, Stack Slide, Stack Slide. If there's one thing you can do to figure out how to make more money in your business, Stack Slide. Stack Slide. Stack Slide. Stack Slide. I feel like I should ... before Russel knew who I was, I wanted to get his attention on social media. So I told him I was such a huge fan of ClickFunnels that I would staple his logo to my chest in one of his events. That never happened, but I did get a laugh out of him. And he did figure out who I was after that. But I feel like I should do that with your Stack Slides, like go freaking stapled to your chest. Okay? And it's all about that. If you wanna be competitive. If you wanna be the guy who's ... the person who's out there keeping everyone else on their toes, rather than you feeling like you're on your toes all the time and barely in business, it's because your offer or your Stack Slide isn't good enough. So go back to it. Get real clear on what it is that you're actually delivering, and that's the whole key to all of it. Anyway, thanks for letting me get on my soap box a little bit. I realize how some of that was a little bit technical, it might have been a little bit more challenging to understand just by hearing it. But if you seriously have not read Expert Secrets, go read the book. That book is fantastic. Anyway, I'm not just saying that 'cause I work there. I'm surrounded in marketing books right now. That still is easily, now you know, top five ever. Ever, of like any category. So, go read the book. Then you'll understand what I'm talking about. When it gets to that part about selling, specifically creating new offers with the Stack Slide, really really take your time. Don't try to power through it. Really take your time to try and understand how you do it. And then, create examples of different industries you would create offers in. Anyway, that's all I got for you guys. I will chat with you later. B'bye. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Wanna get one of today's best internet sales funnel for free? Go to salesfunnelbroker.com/free funnels to download your pre billed sales funnel today.  Advertising Inquiries: https://redcircle.com/brands

"What made Russell... RUSSELL??" After 18 months of sitting in the same room every day, I'm beginning to understand WHY Russell Brunson is Russell Brunson... maybe? 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. Hey, hope you're good. Hey, so was it this last week? We were putting on this webinar. It went fantastic. I got to watch Russell in full bore offer creation mode, and it's been fun. I mean I love watching him in that mode as well, and I try and learn like crazy. I'm trying to be a sponge. The things that I learn, I'm trying to pass 'em on to you guys. I'm trying to soak in those things. I'm like, "Oh, my gosh, this guy's like a 14 years of experience of obsessive, obsessive perfectionism and being the absolute best inside the marketing world." Like holy crap, and I'm trying to soak things in. Well, it's been fun to watch. We put this webinar on, and it was cool to see why, and it was fun to watch why. He went back, and we were looking at the same old offers we had. We were like, "We need to fix some stuff. We could just fix it and re-put it out there," but honestly, it's completely a brand new offer. It's a totally different product. We went out, and we launched it and it killed it. It went amazing and yet, again, I had another experience where I went back home to my wife, and I said, "Babe, I just watched him make $1,000,000 again." Like holy crap. Russell and I were sitting back the other day, and it was fun to ... I love getting him in those moments where he starts to reminisce, and he's telling me about ... If you guys never been inside the ClickFunnels office, all across the ceiling, all across the walls towards the ceiling, there are these 2 Comma Club plaques. They're all across the walls. They're all over the place, all over the walls, all over ... in the hallway near where the bathrooms are. Literally, ceiling-to-floor totally covered in 2 Comma Club plaques of people, of the ClickFunnels users who've made a million bucks, and they're constantly coming in another five every week. It's crazy. I mean it's really, really exciting. It's fun to see. I didn't think I had any kind of aversion towards making money beforehand. I really didn't, but the scope of what I feel like I'm able to accomplish has just been sky-rocketing. I was sitting back and Russell started reminiscing. He goes, and he was honestly asking me ... "Hey." He's like, "Steven, dude, how many 2 Comma Club plaques do I have out there again?" I was like, "You have like 18." He's like, "Dude, I've been put in the 2 Comma Club 18 times on my own and three of those awards are in the 8-Figure Club." This is besides ClickFunnels, altogether, which makes a lot of money. Besides, ClickFunnels, altogether, right? Russell knows how to make offers. It's fun to go back and watch him create offers. Repeatedly, one of the phrases, one of the lessons that's been ... I mean it was already burned in my brain. I remember two or three years ago, I was listening to ... It was when I first learned of who Russell Brunson was. I hope you guys ... I'm totally Russell Brunson Fan Boy. If you guys are not okay with that you should probably get off because there's ... anyway. I hope you don't mind if I share some lessons that I learned from him personally. This is one that's really stuck out to me, and I wanna tell you what I'm doing about it, but anyway, about three years ago, I was listening to one of Russell's earlier podcasts when it was still "Marketing In Your Car." He said in there, and I believe I've brought this up before, but he said in there ... "One of the easiest ways to become successful in something is to get a coach, number one and number two, to be a coach." Right? The moment you get a coach, you're not held accountable. Number two, the moment you become a coach you start to learn your own tactics better because people are asking you how you do what you do. You may not I honestly know how you're doing what you're doing, so you get a coach, and you be a coach. That theme has continued to come up over and over and over. I mean all the time it comes up, and it came up again yesterday. Honestly, weekly that that is the theme. He is constantly looking for the next coach, for the next person, the person that he can go hook into and not only be held accountable from, but who's the next powerhouse he can take his plug and plug into and learn more, whatever it is and supercharge. I love books. I am surrounded in them right now as I'm recording this podcast. There are books all over the place; stacks of them literally. Not just in bookshelves. There are stacks of books. Books a great, but sometimes when it comes to applicable knowledge that you need in the moment, man, coaches are great. Get a coach. Get a coach. Get a coach. Get a coach. That's been the thing that I've been watching him doing. I mean I'm starting to do myself as well. There was guy when I got hired on at ClickFunnels, and I was the ... got hired on as the Lead Funnel Builder. I'm sitting there, and I was already starry eyed. I'm pretty sure I was mute for the first two months 'cause I couldn't believe I was sitting three feet away from Russell Brunson. I was like, "Holy crap, dude. I almost put a poster of you on my wall?" He was like, "Ah, ha-ha." I was like, "I'm not kidding." It's like oh, awkward. There's a guy though who messaged out to me. He goes, "Dude, do you realize that to be near Russell that often is to become more like him in every way." Trey Lewellen calls me "little Brunson" now. I'm not patting my own back, but what I've started to notice, I've been there a year and a half now, and I'm like, "Oh, my gosh. That's starting to become true." The ism's; my mannerisms. Even the way I speak, the way I teach, all those pieces are starting to sink deeply into my own behaviors. Behavior is not an easy thing to change in human beings, right? It's not. That takes a long time. There is a huge amount of conscious effort that goes into shifting how you behave, right? Tons. Oh, especially over the last two or three weeks. I've begun to ask myself why has Russell become Russell? It's been a very interesting question, and it's kind of been a little bit subconscious; also conscious question, though. I was like, "Why? Why do I really feel Russell has become Russell?" There's a lot of reasons. There's a ton of 'em. The work ethic is through the roof, right? I mean he ... The dude knows how to work, right? He understands how to be a creator, right? Rather than someone just creating a me-too product. He knows how to create offers. It's so funny. A lot of times we'll go create something. ClickFunnels will go put something out there and within a little while, people will be trying to knock it off with their own versions of it. Russell has not created his expertise by learning how to do that well. He has created his expertise on learning how to create brand new amazing offers, right? That's huge, but why? One of the major points I'm trying to get here: why has Russell become Russell? Because I have never seen him where he's not had a coach. I have never seen him where there's not a sense of urgency, which is in part to the fact that someone else is holding him accountable as well, who he has paid money to. That's amazing. Recently, I would do coaching. I love it. It's a lot of fun. It was actually a buddy. I don't know if you guys know Akbar Sheik. I actually had him on the podcast recently. I hope he doesn't mind me telling this. I respect him like crazy. He is not just an acquaintance. He's a true friend to the core and I really, really appreciate him, but if you think about that. He came, and he's like, "Hey, do you wanna look over something of mine? I'll take one of your coaching spots." I was like, "Sure, that'd be great." I was tempted to not charge him, and I was tempted to not charge him because we're close. We're very, very close. You know what I mean? I've done that a lot to family, and I've done a lot of close friends and you know what I've noticed? Every single time is they never do anything afterwards. Ever. It's the saddest. It's heart-wrenching for both; the one being coached and the coach. Because the coach is really trying to help and so even by the way of self-preservation. Not that I'm emotionally weak or anything, but it sucks to watch that. I was like, "Dude, I hope you don't mind, but there is a law; some kind of weird unspoken law that if I don't charge somebody they don't do anything. They don't do anything. It's a sad thing to watch happen. It's not fun." When I first graduated from college, I was so impressed by the book, "DotCom Secrets," I sent 30 of them to friends for free. I just got the books, and I sent 30 of them out. I was like, "This book literally has changed my life. It started my actual business while I was in college. It got me out the door. It got me. It got me everything." "DotCom Secrets" was the freaking way, man. I mean I was so obsessed already that I plugged the powerhouse that I was already learning to become with the powerhouse of "DotCom Secrets," and it exploded me and made me qualifiable to actually work at a place like ClickFunnels next to Russell. You know what I mean? It's because I was trying to coach. I was trying to get a coach, and I was trying to be a coach. That was a principal that was always going through, around in my head, but I told my buddy. I was like, "Dude, I feel like I gotta charge you although it's weird for me to do so." He was like, "Hey, dude, I actually understand that. You charge me full price." I was like, "Okay." It's amazing what happens when there is a transfer of value back and forth. That's why it's free plus shipping. Does that make sense? Because if it was just free, no one would ever do anything afterwards. There has to be, even though it's usually $7 for the shipping. There has to be some kind of transfer value both ways. It's a give and give relationship, not a give and take one. Does that makes sense? All of business is, all of customers ... Any business I've ever seen that's worthwhile. It's sustainable for a lot of reasons. It is a give and take. There has to be some kind of transfer of value back and forth between the two, but I'm starting to notice ... Akbar paid me. My buddy paid me. I went and I watched Russell go out and get a new coach again for something different. He is constantly learning. I started thinking through ... Okay. Just bear with me for a second. I'm trying to figure how to share this. A lot of people have been telling like, "Steven, oh, my gosh, you work in the freaking marketing nucleus of the planet." I was like, "Yeah. I know." Freaking amazing. I mean it's the most cutting-edge stuff, right? Status quo is created in ClickFunnels. That's amazing. Marketing status quo is created in ClickFunnels all the time. How? He is bathing himself in it and loving it and is so passionate about it and if you can't be passionate about the thing you are to that degree, change the thing. Find the thing. You may not be in the right thing. He's going around, and he's constantly pushing himself, pushing himself, and I had the thought like how freaky would it be? Would Steve Larsen be Steve Larsen if I had not hooked into that? Interesting. I believe I would, but not with the speed that has happened. If you're frustrated with how slow things might be moving. Maybe they're not going fast enough. I dare you to go get a coach, and I dare you to pay them full price. I dare you to pay a full price. You know what? Overpay 'em a little bit. There is something weird that happens. Every single time I do any kind of coaching at all, I charge for their benefit. Does that make sense? It's not that I need the money. I'm not dying. You know what I mean? We're doing great, but if I don't charge, the other person doesn't take it serious, and they don't go freaking get off their butt and do what I said, or you know what I mean? The best people I've ever seen coaching wise - oh, my gosh - they come willingly. They pay beforehand and then they go do the thing immediately. Then they report back to me within like a day. They've already done the thing that I said. Like, "Oh, my gosh, that's way cool." Then they'll come back, and they'll do another session, back and forth and back and forth. That's how it happens. I think it's the same thing. Sitting around listening to Russell, the way he talks and be like, "Yeah. Yeah. This person was my first mentor." "Oh, yeah, this person over here was my mentor for a while over here doing this." "Oh, you know what? This guy over here? He was a mentor of mine." He was like, "Holy crap, dude. How many mentors have you had?" I know you've been at if for 14 years, but really in hindsight, 14 years is not that long. You know what I mean? Compared to all the greats that have been out there and all the guys who have done this. I mean 14 years that's not that long. In 2003, 14 years ago, that's really not that crazy. That's not that crazy. How has a guy who's not even, he's barely past mid-thirties, the way he is? It's 'cause of his coaching. That's my opinion, all right? He's just hooking into people all the time. He doesn't freak out when someone says, "Yeah, you gotta pay in order to be a part of this." He gets it. He knows it, right? That's why there's hundred thousand dollar groups in Masterminds. Those people get it, but sometimes it takes a mentality break. It takes a shift for people to understand that. Of course, there's an element of status to it, as well, being part of those kinds of groups, but that's not it. \Every time I watch or I hear the guys that are involved with those groups, every time I see someone whose going ... I mean they all understand you have got to pay to play. Get a coach and be coach. Get a coach and be coach. Get a coach and be good. I feel I should keep saying that over and over and over again. Just burn it in your head. That one principle. Russell asked me once. He's like, "Dude, what was the thing that got it? What was the thing that clicked in your head?" I was like, "Two things. Number one, I learned how to create offers when I was in college." Not products, offers. Not services, offers. The point is to graduate products and service into an offer, right? You don't sell products. You don't sell services. You don't sell products or ser ... That's not at all what you sell. You sell offers... It's very different. It's very different. When I learned how to do that in college. Boom. Massive, massive stride and progress for me. Luckily, I learned that before going to ClickFunnels. Then I was like and I said the second thing, what I told him was, I was like, "Dude, there was this podcast you gave when I was probably a junior in college and you said 'Get a coach and be a coach.' That changed my life." 'Cause I was trying to be a coach. I was Periscoping and I was Periscoping, I was scared to death. I really don't know all the things I was talking about. I was just trying to talk about different lessons that I was learning in marketing. That was it. I didn't have enough experience so I was just choosing little things here and there. That's what got me publishing and out the door. Then I was trying to get a coach as well. I was just consuming like a beast with the intent to reteach it. That's very, very key of learning for two. I've talked about that as well on here. Anyway. I'm blabbering now, but I want you to know that's really been the major thing in my mind why Russell Brunson has become Russell Brunson. For the last 18 months, I have spent every day, work day, in the same room with him. The thing that I watch over and over and over again ... You know what? I bet you listening to this podcast right now, you probably know how to work hard. You probably do. I'm a hard working guy. I do believe in an element of law of attraction. There's certainly the attractive character. You've probably been attached to this podcast for some reason. Mono e mono. We're seeing each other eye to eye or at least ear to ear. Voice to ear, anyway, right? Okay, so then what's the difference? His speed of execution is insane. The dude knows how to make offers. He knows how to work. You probably know how to do the same thing, but man, the dude has coaches for everything. He'll have a coach for ... Yeah. Maybe I shouldn't rattle 'em all off, but there's a lot. It's all over the place. There's coaches for everything. Then I get frustrated when someone's like, "You have a coaching fee to help me with my funnel, Steven?" Freak. Yes. I do. Because you won't do a dang thing unless You pay. You understand? You know what I mean? Clearly, I get animated about it 'cause I'm like, "Gosh, you don't get it yet. You don't get it yet." Anyway, lot of fun. It was fun. I look up the Akbar like crazy. He's fun to do that with him. All the other people that have done coaching sessions with me, you guys are all awesome, too. I really appreciate it. If you are looking for one ... You know what that's an announcement for later on, but anyway, guys, I hope that's sinking deep. Hope you're getting what I'm trying to say here. That if you choose to get a coach, it increases your speed in a way that's very hard for me to describe. Especially when you pay, always pay. Otherwise, I have a hard time saying that it's an actual coach. I see a lot of people sometimes on Facebook go like, "Hey, who wants to get together and do a Mastermind?" It's like, "Oh, that's cool. That's great." But if it's a free Mastermind, I feel like sometimes people have the facade of movement, and they start confusing motion with achievement. It's just moving. They're not really achieving stuff. You know what I mean? I'm not saying they're not good. I'm not saying you don't learn stuff. You learn great things. It's awesome. It's resources. It's fun stuff. I totally get it. I'm not backing on that at all. I feel like sometimes people try and take the place of a coach with things like free Masterminds on the internet, and I don't think that that takes its place at all. I think it robs it if you're thinking that way. Anyway, I'm continuing to ramble here, and I'm trying to get faster on my podcast. Sometimes I go a little bit too long, and I know that, but anyway, you guys are awesome. Appreciate it. Go get a coach and be a coach. I'll talk to y'all 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 funnel for free? Go to salesfunnelbroker.com/freefunnels to download your prebuilt sales funnel today.Advertising Inquiries: https://redcircle.com/brands