Sales Funnel Radio – Details, episodes & analysis

Here's how (and why) I take time to build cathedrals in the mind. Plus, take a moment to 'walk around' my new 4-core offer model with me.

Gotta build a leadflow system before you can build a salesflow system. Here's the foundations of 7 figure leadflow.

It's funny how I used to make fun of mindset once in front of Russell Brunson when I first started working there.

The younger me was screaming mindset has nothing to do with becoming a successful entrepreneur.

It turns out it's almost all mindset! Boy, I was dead wrong.

And this week's guest, Lawrence Kim, one of our featured speakers at the OfferLaunch, has his own story to tell.

Lawrence was once an avid entrepreneur fan–stalking guys like Gary V., Grant Cardone, and Russell Brunson–and later took the leap to become an actual entrepreneur.

And guess what? 

He started selling bus tickets through his sales funnel.

Come learn the mindset shift he's made since then to keep his business growing.

Key Takeaways:

Introduction (00:00)

From corporate to entrepreneurship (01:21)

Lawrence's first launch attempt (02:31)

The pivotal mindset shift (07:58)

What happens when you reinvent yourself? (11:15)

Final thoughts (14:28)

Additional Resources 

- Connect with me here 

- Interview me on your show

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Download Season 1 episodes here

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Sales Funnels Radio is a podcast for all passionate digital marketing pros looking to up their game and stay ahead.

Follow us on your favorite podcasting platform so you never miss an episode!

Consistent publishing can feel like a chore. Lemme show you how I position my shows to attract future buyers.

WASSUP?

Check out my NEW background!

*SPOILER ALERT* … it’s for my new show! 

ONE FUNNEL AWAY STORIES #THE BEGINNING

Today, I wanna share with you WHY I believe it makes sense for me to create another show... (or *ahem* #3) 😉 

My friend, welcome back, I'm excited for you to be here. 

Six weeks ago, (or something like that), I was at Russell Brunson's Inner Circle, and I was thinking to myself, "What can I teach that would be valuable for the room?" 

For a while, I’ve had this theory about why ClickFunnels exploded. 

So I just wanna do a quick and dirty on this to teach you my theory, and then I want you to see why it makes sense for me to create another show.

Now, I understand that One Funnel Away is 100% a trademark of ClickFunnels. 

I had to do some fancy footwork and work with them in order to be able to use their logo on my show. 

You cannot just go out and just create stuff with other people's intellectual property. 

That's NOT what I'm telling you at all. 

HERE’S MY THEORY

We all read these books like: 

• Expert Secrets

• Play Bigger 

• Blue Ocean Strategy

... and all these books teach that there’s a red ocean and that your entire goal is to create a blue ocean. 

So, if that's true... 

What is ClickFunnel's red ocean? 

If ClickFunnels is a new opportunity, what was the old opportunity? 

That was the question that's been on my mind for a while!

So  I started asking…

• If ClickFunnels is the red or the blue ocean, what was ClickFunnels’ red ocean? 

• What is the market that ClickFunnels was born out of? 

I started thinking back to the stories that I had heard Russell tell, and I was like:

 "Oh, my gosh, the market, the ocean that ClickFunnels was born out of was the website market." 

And if you are like, "I don't know about that." 

Go back and listen to the Funnel Hacks Webinars…

• These are webinars that originally sold ClickFunnels.

•  These are webinars that got ClickFunnels past tens of millions of dollars in revenue. 

Q: What is it that ClickFunnels was fighting against? 

A: Websites. 

HOW CLICKFUNNELS WAS ALMOST ABANDONED

Now, the story goes...

 ClickFunnels was almost an abandoned project

(If you’re thinking, "Stephen, how does this relate to a new show?" I'll get to that in just a moment, just stick with me for a second.) 

... the product was amazing, but they were still trying to figure out how to sell it because... 

1. Creating

1. Selling

 …  are two separate activities.

Anyway,  Mike Filsaime reaches out to ClickFunnels and says, 

"Hey, you got that new thing ClickFunnels, come on my stage and come sell it." 

Russell's like, "I don't know man, people aren't buying it right now." 

Mike said, "Come on man, I’ve already told everyone you're going to." 

So Russell agreed to do it…

This was the fifth or sixth time that Russell had tried to create a sales letter for ClickFunnels. 

There’s a key lesson right there...

Even Russell's first few launches for ClickFunnels didn't work out.

 #Mind-blowing. 

So think about this…

 Russell goes to Mike Filsaime's event; he makes tweaks and adjustments to the actual offer, and suddenly -  there's a stage rush. 

People are running to get an account with ClickFunnels. 

Q: What made the big difference? Why did it work so well that time?

A: ...

Russells messaging had become anti-website. 

He's like, "Hey, websites, I'm gonna fight against you." 

And ClickFunnels starts blowing up.

On the flight back, Russell Brunson grabs his phone and says, "Hey, I've figured it out - we're all gonna get rich. The metrics are there - we're gonna do this thing." 

Over the next little bit, he pretty much starts shutting everything else down to go all and focus on ClickFunnels - which blows up and becomes what it is today.

FIND YOUR NEXT MARKET?

Now, eventually, ClickFunnels started running out of dream buyers in ‘the website space’…

 (Russell’s NOT trying to sell EVERYONE in the website space - he's selling to a little bit of the red ocean where his blue ocean customer exist.) 

Q: So what does Russell do? 

A: He goes out and finds the next market. 

Q: Who else does ClickFunnels sell to? 

A: ...

• Affiliates. 

• Retail

• People who do software.

•  MLM or network marketing.

•  B2B. 

I remember one particular day... (this is when I worked for him still), Russell came back into his office and he goes, "Dude!" 

He’d just come from back from speaking and pitching ClickFunnels at Grant Cardone's event for the first time - so it was the first 10X event…

As he’s about to get on the plane, someone runs up to him and says:

 "Oh man, you did so awesome, all these people bought ClickFunnels - the only reason I didn't buy is that you didn't say it was for B2B people." 

And Russell was like, "Oh, my gosh it totally is for B2B people, are you serious?" 

Q: So what did we do? 

A: We added B2B to all the categories on our sales letters.

So you have to understand…

1.  What Russell and these ClickFunnels did.

1. Why I believe ClickFunnels has exploded.

 My theory is that ClickFunnels’ growth is so immense because when they started running out of traffic a market they did NOT try to find more people in the same ocean…

They didn't make the customer circle of the original market even bigger…

 Instead, they just found a new source of hot, hot, hot, mega ridiculous insanely hot traffic in a NEW market! 

When you run out of buyers, you don't go cooler in your messaging, you find a NEW market. 

POW!

 Replay that a *MILLION* times! 😉

This is a BIG lesson. 

When you're running out of people to sell to, don't cool down your messaging.

Because that's... 

• Very Hard 

• Expensive 

• Not Easy 

HOW TO MARKET YOUR BUSINESS

When people say, "I'm running cold Facebook ads..." 

I’m like, “Hopefully, not!” 

That's NOT how ClickFunnels grew. 

Q: Did you know that ClickFunnels didn't even have Facebook ads running for the first year? 

Instead, they made all that money, this huge amount of change, just doing EXACTLY what I'm teaching you right here... 

They found somebody who had a big pot of their dream customers in different spaces…

• Affiliates

• Website

• Retail

• Software

• ...or whatever

You don't try to cool down your messaging to capture more and more of the same market…

… you switch markets.

You go and you find your dream customer who's attending a different market…

I don't wanna get too deep into this, but a market is NOT a person. 

If someone asks, “Who's your dream market?” 

There's no such thing. 

A market is a location not a person. 

You need to find your dream person who's frequenting another location - that's exactly how ClickFunnels exploded and blew up... 

ClickFunnels slowly adapted their sales message to tons and tons of markets. 

I dropped this theory out at the Inner Circle.

 I was like, "Hey, I've had this theory, what do you think - 'cause I can't disprove it." 

Everyone loved it which was great. 

HOW DO MARKETS THRIVE?

Now you may be thinking..,

“So Stephen, what does this have to do with launching a show?” 

Let me explain..,

 If One Funnel Away has blown ClickFunnels up bigger than anything else they've ever done ever, *ALMOST*...  we have to understand a few things about markets...

• A market survives when it has an ecosystem around it. 

• A market survives when there's continual story that people are consuming inside of it. 

The reason I'm saying this is because there's A LOT of markets that don't survive. 

Let’s take the example of Beanie Babies, Pogs, or disposable camera accessories...

Q: Who wants to go in with me on disposable camera accessories? Anybody? 

A: No, it's dumb! 

Q: Why would you say that it's stupid to go to the disposable camera accessories market? 

A: A] That market is freaking small. B]  There’s no money in it. C] There's no story around it. People don't believe 'em. 

You see what I'm saying?

There are things that keep a market alive and things that kill a market. 

And I wanna make sure that who I'm attaching myself to is a market that is strong…

... and that's what I teach you at OfferMind. 

That's why I need you to come to OfferMind next year  -'cause while I lead as The Offer Guy (and I am)...

 What I really teach you how to do (and what makes offer creation simple) is market positioning.

When you know how to position yourself in the market, the offer is easy. 

So the reason why I'm doing the One Funnel Away Stories show, (and the reason WHY I've been forking out my own cash to go do this), is because…

• OFA has caused ClickFunnels market to grow at a speed that is nearly incomprehensible.

•  Their market is getting larger and larger and larger and larger 

• OFA is convincing people who were never planning on being ClickFunnels customers to be customers. 

• It's actually expanding their little bit of blue market inside of the markets that they go serve - and that's NOT easy to pull off .

Most markets don't ever figure that out  - which is why they die.

 I'm hoping this not too much of a super techy episode, but I need you to understand why I'm doing this. 

WHY THE ONE FUNNEL AWAY STORIES SHOW?

• The OFA Stories banner cost me  a 1000 bucks

• It's gonna cost me about 15 grand a month to run and promote the One Funnel Away Story Show.

Q: Why on earth would I try to do this?

A: The One Funnel Away Challenge is so powerful for brand new users - so I wanna make sure that the success stories that people are having become the forefront of the One Funnel Away Challenge. 

There are tons of reasons why. 

• For me, strategically it makes sense -  because now I am getting associated with the things in the front, (I’m being open with you guys about that). 

Why wouldn't I do that? 

I'm a marketer baby, my role is NOT to create noise, it is to align with where noise is. 

*Put that on a T-shirt*

As a marketer, my job is to find where the noise currently is... 

Q: Where's the noise? 

A: One Funnel Away. 

Q: Does it work? 

A: Oh, yeah, (when people actually do it). 

IS CLICKFNNELS ONLY FOR INFO PRODUCTS?

I just interviewed a guy who uses ClickFunnels to fill his private horse training business - (he fixes people's horses is what he told me).

 I’ve also interviewed a...

• Hairdresser

• Photographer

• Coach for dads

• Personal trainer

• Copywriter

• Studio gym owner

Gone are the days of people saying ClickFunnels is just for information products. 

#No! #Done. 

One of the reasons why I'm doing the One Funnel Away Stories is because I wanna take the experiences of people who are doing the work we're telling them to... and share with them with the world.

The fact that I'm creating the One Funnel Away Stories is actually helping the ClickFunnels market survive with an even stronger ecosystem. 

.... I'm doing it on purpose. 

If no one is talking about these successes, no one would know or think that it works - so I'm gonna talk about it.

So real fast, I just wanna share a few ways that I'm creating the show - so you can see how I actually do this stuff.

I wanna share with you how I pull this stuff off. 

MY CONTENT STRATEGY

Q: So, Stephen, how are you gonna create the OFA Stories show? 

A: Well, first of all, I need to treat the show like a product - 'cause it is. 

So I say:

• Here is the market that I'm going to serve and its name is ClickFunnels

• I want this One Funnel Away Challenge to be sold to ClickFunnels' users and new people coming in. 

• So the ‘who’ is someone a little bit less educated or new in this world, (which is great, it's fine, welcome, you found a home).

• It's meant for the people who may not be total diehards yet, maybe they need a few more stories or more examples of how ClickFunnels works in their industry.

• Maybe they're not marketers and they're like, "I  don’t wanna think like that. Let me go see who else is a horse trainer. Oh, check it out, here's a horse trainer pulling off ClickFunnels." 

The show is NOT gonna be a One Funnel Away commercial... that's NOT what the show is. 

If the show was a continual promo of One Funnel Away, that would be so annoying. 

Instead, I'm taking the entrepreneurial stories of people in the OFA and I interviewed 'em (split-screen) deep on their journey and business experience.

WANNA JOIN ME ON ONE FUNNEL AWAY STORIES?

If you've taken the One Funnel Away Challenge and you’re thinking, "Hey, I'd be interested in being interviewed on that show," I'd love to have you. 

You gotta reach out to Shane Larson - he’s the guy running the One Funnel Away Challenge…

 (Shane, you don't know I'm doing this - sorry, buddy, you're about to get a lot of people pinging you. 😂 )

I use a template to ask very similar questions to every person that I interview.

(If you're not on YouTube right now and you're listening or reading this, I would strongly encourage you coming over to watch this one. A few of these episodes are better when seen.) 

MY CONTENT MARKETING STRATEGY

Here’s how it goes…

1. The interview happens on video with templated questions.

1. The video interview acts as the base medium and we turn it into a TON of content.

1. We grab an interview image. 

1. We grab the audio.

1. We write the blog.

1.  We have Instagram and other platforms. 

1. We obviously have iTunes and other things like that. 
2. Obviously, there's Facebook - 'cause they're social platforms, that's another category. 

1. That's obviously the kingpin and then there's a whole bunch underneath it. 

There are  Kingpin categories…

• Audio 

• Image

• Written

• Social 

Everything gets syndicated and pushed all over the place. 

My role is to…

•  Create a super awesome intro with a call to action

• Do the interviews 

•  Create a final call to action

... 

...so now, this becomes the episode.

Q: And then what do I do? 

A: I shove it at my audience and at all the other audiences that ClickFunnels serves - that's who I’m targeting.

 Now the reason I'm sharing with you is that if you were to say, 

• "Oh, this show doesn't work very well for other people in internet marketing…”

 It's NOT meant for them. 

• "Oh, this show doesn't work very well for those people who are this or that or the other." 

You understand that, just like a product, you have to have the base questions for the show…

•  The who?

• Where they're trying to go?

• The problem they're running into as they go to their goal? 

And you position it so it's targeted at very specific people. 

I'm gonna go for this person and then this person and then this person. I'm gonna go with these individuals, and the ClickFunnels space - that's who it's for. 

PUBLISHING MAGIC

There's this magic that happens when you create content or decide to continually publish - I promise it will change your life. 

...it's incredible. 

The magic thing is that when you have laser clarity on who you serve, only then do you…

1.  Get people to listen to you 

1. Get the fringes.

 By having ultra clarity on who I serve, I actually get people that are out on the fringes, the people that aren't necessarily the ones I was gonna go for.

If I try to target everybody I don't get anybody.

 You understand how targeting works like that? 

You have to be hyper clear on who you serve and who you don't. 

And funny enough, people work to try to qualify to fit in those categories and they work hard to be with you. 

My Best Buyers Always Come From My Content, Not My Ads

HOW MY CONTENT STRATEGY STARTED

When I first launched Sales Funnel Radio (my first show),  it was just me and it was a $5/month account at libsyn.com…

I’d ride my bike into Russell Brunson's office 'cause I was still broke, (I was just out of college and really haven't any money at that point)... 

My goal was to be in the seat at 6:00 AM  - sometimes I was a little late (like 6:10) but usually, at 6:00 AM, I was there.

I would unplug Russell's microphone from his computer and plug it into my little laptop (which I traded funnels for in college)... 

… and just started talkin' and tellin' stories.

The reason I'm bringing this up is that all this looks really complicated…

 And if you're like, "I don't understand this!” 

I don't want that to be the reason you choose NOT to publish. 

So I'm sharing that with you because the success of the show has come out of the consistency of it and me trying to…

•  Solve legitimate problems per episode

• Create value

• Get people interviewed on the show

… it’s this amazing thing.

And so, if you're like, "I don't understand this?”

 I'm just understanding it myself

So think of it as like Publishing 4.0... but as I've seen these different patterns come together now I'm like:

"Well, crap. My whole role here is to know who I serve, where they're going, the problems they're hitting along the way”

 That's NOT just true for products or offers, it’s true for content too.

 And I was like: "Oh, my gosh, that's amazing. 

Oh, and by the way, that's how ClickFunnels exploded by knowing who they serve and only doing one market at a time - holy smokes!”

I learned more and more as I went along the way. 

So this is certainly more of a techy episode but I'm hoping it's shown you like, "Oh, my gosh, that's why he's launching MORE shows."

WHAT HAPPENS AFTER SALES FUNNEL RADIO GETS THE AXE?

• There’ll be a show targeted at the ClickFunnels community… aka One Funnel Away Stories

I don't know another person that's as big a fan of ClickFunnels as me.

If you go to onefunnelawaystories.com you can get on the waiting list for that. 

• Also targeted at this community, and broader internet marketing community is the show that will be coming out (as soon as we finish the studio) called pursuitofprofit.com. 

Yes, you can go to that show, it’s gonna be super cool. 

And then also targeted this community (because we're all made up of different people and we have different likes, dislikes, tastes)...

 I love my crowd here.

• We’re launching a new show called Modern Downline Radio.

Be real with me here, how many of you guys have actually tried a multilevel marketing or network marketing thing in the past? 

(Which is totally fine, if it's not your thing - whatever then, don't do it.)

 But if it is, I grow mine without looking at it because of funnels - so that's the focus of the show. 

I’m gonna teach modern downline and product sales growth strategies. 

It's cool because a lot of it's like case study stuff  -'cause that's what I do right now and I don't really do any work for it...

(I did at one point but the work is perpetual.)

I’M NOT THE FUNNEL GUY!

I'm not trying to position myself as the funnel guy. 

That's the other reason why Sales Funnel Radio is going away for as far as my involvement with it - the content will stay up 'cause, come on, that's part of the power of the content.

Secret MLM Hacks Radio is dropping out for several rebranding reasons, which is why the other show’s coming out. 

I'm so excited for Pursuit of Profit - it's a studio show, it's gonna be side-by-side similar to Impact Theory. 

I wanna fly people in and sit down side-by-side with them in a studio to ask them about their profit models. 

• I wanna ask them how did you make profit? 

• Show me your profit model. 

I wanna know because most people are like, "What's your business model?" 

But most people don't know what a business model even is. 

And so I wanna ask 'em what that is and have them come in and teach that -  it's gonna be super cool.

 Take a lot to get off the ground on that one, but I'm super pumped about it.

We're working to launch One Funnel Away stories, January 1st, (or at least that first week-ish)...

I  actually just got off of Voxer with Russell…

 The show itself will probably start with Russell telling more of his story of being One Funnel Away. 

We'll most likely have also Julie on as one of the other coaches.

 We'll have me on here as one of the other coaches with my One Funnel Away story.

TAG ME!

Hopefully, you enjoyed the blog?

 I’d love to get a review if you guys wouldn't mind - I’ve poured a lot into the show and it’s been super, super fun. 

Certainly, I’m sad to part ways but at the same time, it's the natural evolution. 

So let me know what you liked about the show,  and please do me the favor of screenshot-ing any part of it, then tag me on social media, and say...

 "Steve Larsen, this is my favorite thing about that episode." 

Your feedback has actually has helped me see more of what you like than pretty much anything else. 

So I wanna keep making the stuff that's helpful to you. 

Thanks so much… and I'll see you in the next time.

CAPITALISM SWAG.COM

“Stephen, why do you call yourself the Capitalist Pig?”

Ahh, there are several reasons... 

I had a lot of beliefs around money that were NOT correct, and eventually, in order to actually launch, I needed to change my relationship with money. 

It's one of the BIGGEST steps that most entrepreneurs need to take. 

So I wear this shirt that says Capitalist Pig, loud and proud, as a reminder of the power and responsibility that we've been given as entrepreneurs. 

 I defend my message that you should get rich on purpose, and it's NOT evil, and I am vehemently against socialism. 

I believe true change will come from entrepreneurs and society, NOT the government. 

In the words of Grant Cardone, "Money can't buy happiness, but broke can't buy anything."

• I do not believe that the government should take care of me, an able-bodied person. 

• I do not believe in unwarranted handouts.

•  I DO believe in God and I believe in helping those who cannot help themselves. 

• I believe God would rather me be rich than poor. 

Capitalism fosters personal growth, and God has been all along this journey.

 I believe the pursuit of riches creates strength of mind. 

• I can do more as a rich person.

•  I can fight louder for what I believe in as a rich person. 
• I can help more people as a rich person. 

• I have more time to work on my weaknesses as a rich person. 

• I have more power to hire the right people to help me grow as a rich person.
•  

 In the words of Mark Cuban, "I don't care what anyone says, being rich is a good thing." 

Money doesn't change me. Money amplifies me. 

• If I'm a jerk when I'm poor, I will a much bigger jerk when I'm rich. 

• If I'm charitable, and human-oriented when I'm poor, I'll have the power to bless in a massive capacity when I'm rich. 

If this is resonating with you, and you believe the same, go get your Capitalist Pig t-shirt, at capitalismswag.com. 

My friends, Get Rich, Give Back.

New environments are some of the easiest ways to create a new hook. Unless you physically never move, ever, this will work for you…

I've been traveling A LOT lately, (more than I like), but what happened was, and with full disclosure…

 I said yes to more things than I realized I did
 

...and that's okay.

But life’s been a little busier than normal and I've been speaking in interesting places like crazy…

So, I thought it would an awesome idea to show you how to promote your business, create a hook, add curiosity, and leverage your time in a NEW and novel way…

What I’m about to show you, has doubled my income in just 3 days.

… it’s also lead me on some crazy adventures 😉

HOW TO PROMOTE YOUR BUSINESS & LEVERAGE YOUR TIME!

I don't remember the first time I first saw Russell do this, but I remember thinking, "Oh that's really clever and cool!" 

Russell would be speaking in different places and instead of just traveling solo, he’d bring a film guy to film the whole journey -  so he could capitalize and leverage what he was doing over and over again. 

#Genius

But until recently, I wasn’t doing that…

I’d just go speak at different places, sell, and that would be it…

 Sometimes I tell you about it, and sometimes I wouldn't.

I speak a lot of places, but I'm pickier than I used to be.

In the past, I’d just get on anything, and it was the same with podcasts... 

However, I probably won't do as many interviews for people's podcasts as I have in the past because…

 I'm gonna start designing my lifestyle a little bit more, which is very exciting, and a natural step after a certain spot. 

So in order to capitalize MORE on my time, there are a few things I've been doing...

I was on an interview today and the guy asked me “How do you stay so effective?” 

Well...

One of the things is, I only work from 9:00 to 6:00. 

… and that might shock some of you, but that's what I do.

 I work from 9:00 to 6:00, and once that's over, I don't do anymore! 

Sometimes, I’ll work in the evenings... 

• If I have an event happening.

• If OfferMind's coming up.

• If I'm speaking somewhere.

 but that’s the exception, NOT the rule.

 The Rule is…

 I work 9:00 - 5:00, and that's it, and whatever I don't get done, I'm okay with that.

I've had to be strict with myself and then be okay with that.

I've been doing that now for a little over a year... Crap, it's October!  so it's actually been a little over a year-and-a-half 😂 

I'm really enjoyed where things are moving to. 

MY FILM GUY

One of the things I've been doing to stay more effective (just like Russell) is to have a film guy follow me on my trips. 

It’s kinda funny how I found him…

I was at my sister's wedding (which was awesome) - it's cool to see your little sister get married,  and while I was there, I saw this film guy, and I was like:

 "Oh, he's really into it. I like his style, he seems to be getting some neat shots."

 And then, when I saw the video he produced, I was like, "Dude, that was good." So I reached out to him on Facebook and asked:

 "Hey, I'm speaking at Carnegie Hall, do you wanna come film me on the journey, while I'm there, in the streets, and then on the way back?"

He's like, "Sure." 

So I paid for his ticket, paid for everything, (paid him, obviously), and then he filmed the whole journey and we did some cool stuff. 

Here’s what happened…

Now, I have a little bit of an advantage ‘cause I've already read Traffic Secrets, but I can share this with you as I’ve heard Russell talk about this on his podcast…

 One day he and I were sitting in his office, and he had just come back from hanging out with Dean Graziosi for a day. 

And, at the time of this story, Dean filmed an ad a day which helped him to sell 4x as many books - it was ridiculous!

Rather than spend a ton of time writing a single ad, Dean literally competes by making a massive amount of new ads. 

I was like, "That's really interesting." 

ENVIRONMENT & THE HOOK

So there I am with my *FULL* speaking diary and a ton of traveling to  interesting places to do, so I was like:

 "You know what? Every time we land somewhere, let's find the cool tourist attractions, and when I'm not speaking let’s go to those attractions and film ads.” 

...and that's what we've been doing.

In the last two or three weeks, we've easily filmed 50 ads, no joke. 

We just wrote this MASSIVE list of all the things that we promote (and maybe you don't even know I have that many things that you could buy?)... 

… and we filmed ads for each one of those things with a brand new hook that tied into the environment I was in.

Let me explain…

 Today, I’m here in a baseball park so, I might say:

"Boom, what's going on? It's Steve Larsen! Hey, I'm so excited, I'm in a baseball park and I want you to hit out to the park this year. So go ahead, post your goal down below, go buy this thing and  just pay for shipping." 

I tie the hook into the environment that I'm in. 

 Even if it's cheesy, it doesn't matter.

SECURITY THREW US OUT!

I wanted to film some ads at the Empire State Building, but we got caught and security threw us out.

Everyone has a camera, but my film guy had a *CAMERA*

...you know what I mean? 

He had a Shotgun mic and this BIG Rode thing.

… and we got caught and we couldn't film anything. 

However, #PlotTwist...

The next day, we broke the camera apart and put it in our backpacks,  and snuck it through security…

We got to the top of the Empire State Building. 

And yeah, It felt a little bit scary for a little while, but...

We filmed a bunch of ads at the top of the Empire State Building!

 (Shhhh, don’t tell anyone 😉)

 … it was super fun, and the ads look amazing!

Next, we went to Times Square and filmed me walking through the crowd, the camera guy walking backward and Colton walking forward, parting the sea of people. 

It looks super sick! 

I'm talking as I walk through the crowd with all these billboards and banners everywhere.

I’m tying in the environment to a very brief hook.

Guess where we went next????

Yep! We took the camera to the Statue of Liberty…

 But we got kicked out again (Security does not like BIG cameras), so we had to go subterfuge mode again to sneak the camera in. 

I'm really bad at hearing "no."

THE PERFECT SALES SCRIPT

Then, we went to a theme park in Chicago that has the world's fastest zero to super-fast roller coaster - it had the most aggressive backward inversion…

...it was crazy. 

So we filmed a whole bunch of small ads tying the hook into the environment. 

Then I was like, "Let's film a longer form ad with multiple scenes." 

So I took out my notepad ( which is always with me), and basically did the same thing I‘d done with several other ads…

 I  used the webinar script - it's the perfect sales script -  that's really what we should call it. 

The theme park that was insanely over-packed and they had a Halloween theme going on, so I grabbed a pumpkin that was next to one of the props and did a cool pattern interrupt.

I walked through rides while following the webinar script. 

It was very eye-catching, but at the same time, I'm following general, good direct response marketing principles.

 I'm telling you this because it doesn’t matter where you are...

Take the opportunity of whatever you're already doing, and just document it. 

If you're like, "Steven, I can't hire a camera guy," then don't use one. 

Today, I balanced my phone on a chain-link fence in the park. 

...that's all it takes. 

Russell still uses his phone with the Voice Memo App while he's driving and that's his podcast. 

 "What camera equipment do you use?" My phone 😂 That's it.

YOU DON’T NEED TO BE CREATIVE

The whole point of what I'm saying is…  use whatever you're already doing and document. 

I know I've said that multiple times, but it’s true. You don’t need to be creative, you just need to document what you’re already doing…

Don't create, document. 

It's much harder to sit down to create this brand new amazing thing - instead, just use the environments that you're already in and tie them into a hook. 

The environment is one of the easiest hooks. 

One of the reasons ads works is because of pattern interrupts…

 Well, the pattern interrupt could literally just be where you're standing.

The Statue of Liberty; that's an awesome pattern interrupt. 😉

When you have a cool environment it literally means you can be less good at scriptwriting, and it would still be a captivating ad.

Case in point…

 There's A LOT of crappy movies out there, but because of all the CGI and the graphics, you still get the explosions, so we still think, "Hey, it's an okay movie!" 

….even if the script sucked. 

Ler’s face it, that happens all the time! 

People want variety - it's actually one of the six needs that Tony Robbins teaches about.

...and for some of us, that need is greater than others - so provide that variety and spontaneity with your environment. 

I've been using that principle more and more lately... 

I DON’T make the same content all the time anymore. Instead, I use whatever’s going on around me to create a cool environment.

If you’re thinking, "Steven, but I'm not that creative." And you may be right, maybe you're not that creative, but guess who is? 

1. Mother Nature.

1. Everything else that's around you.

1.  Other people. 

You don't need to be creative to have creative things!

 We're using environment to cause MORE emotion than (sometimes) my video may be able to convey…

MY ‘NEXT’ BIG PLAN!

I just got off the phone with my realtor, (who's amazing), and he's been helping us get an office space where I can actually set up an event space. 

I'm looking at shows like Impact Theory, and Baydros…

And I think video is gonna go even further than it already has and so... 

I'm going to create a show where I can control the environment and make a very appealing environment for face-to-face chats with big people. 

My lease is gonna be a lot of money; we're probably gonna spend a solid 200 grand to outfit this studio that can be used for multiple things. 

I'm having them gut ALL the walls to build an event center that holds 50 people. It’s gonna be the full works with…

•  A Stage

• Different Backgrounds

• Lights

• Cameras

• Sound

...all the things to make it feel like a brand new environment. 

Creating that transformational atmosphere is the BIGGEST costs for me when I do my events…

When I walk into an event, it needs to transport me to a new place. 

And here’s the interesting thing...

 A lot of times, the same thing is true with ads or creating any kinda content. 

The reason I'm telling you this is that I'm in the process of setting up a space that I can use for a face-to-face interview-style show.

I’m gonna pay for my office by using the space I create for…

•  A Show

• OfferLab stuff

• My own mastermind, which is definitely coming, (we're building the funnel now).

I just want you to start thinking of the different ways you can use your environment. 

So anywhere you go, start thinking about ways you can sit back and start creating these ads. 

TALKING TO A PUMPKIN

We’ve cranked out about 50 short ads, and then more of a long-form one to promote One Funnel Away. 

I'm literally creating paid advertising for my bridge page promoting One Funnel Away - 'cause…

•  It's super profitable

• It helps ClickFunnels

• It helps me

• It helps everybody

There's enough commission that I can actually go spend money to acquire customers and still keep just a little bit over, which is nice. 

I'm don’t say "One Funnel Away" in the ads, I doubt that would be allowed…

But in the ad, I'm sitting on a bench with a pumpkin... 🎃 (Yes, you know I'm a goofball at heart, and I'm totally cool with that)…

I'm looking at him like:

 "I know, right! Have you ever wondered if you could build a sales funnel for your business?" 

...it's super cheesy, but in the first two seconds, it’s like, "What? What? What?" #PatternInterrupt

 I don't care if it's goofy; there's a hook, and it pulls you and then I walk through the super cool script.

BREAKING BELIEFS

I’m tired of people saying stuff like, "Well, does it work for this industry? Does it work for this? Does it work for this?" 

So we went to the Better Business Bureau and we grabbed ALL the industries that you can find, and I just run through them...

*ALL* of them. 

I'm trying to go through several hundred of these categories - because I'm sick of people asking the SAME question! 

After I hit a certain point in the script, it's just me dropping industry after industry, I’m…

•  … getting into a rollercoaster

• … getting out of the rollercoaster

• …  getting into an Uber

• … getting out of the Uber

• … collecting my luggage

• … walking back to the Uber

• … riding to the airport

• … running through the airport

• …  getting on the plane

• … getting off the plane

(you getting the idea? 😉)

… it's all just categories.

 *All the things* I know people ask about when they do One Funnel Away or my other products.

It's pretty hilarious, it slowly starts to fade out with a call to action as I keep adding the next category, on and on…

STORYTIME WITH PAPPA LARSEN

I wanna leave you with a cool little story about how you can use the environment to create a hook …

#StorytimeWithSteve

 Back in the 1900s, there was a guy named Harry Reichenbach, (I believe he was the guy that dumped diplomas over enemy lines in World War I) …

Reichenbach was known for helping people get some really cool things. 

There was an actor called Francis X. Bushman who wanted to be a famous movie star, and so he says to Harry, "Hey, I wanna be a star, would you please help me?" 

 So Harry arranged to introduce Bushman to a producer.

(This next bit is brilliant!)

Harry goes to the bank and he gets 2,000 pennies... 

(I love this story.) 

...and he starts walking Bushman, through the city, to the producer's office 

As they're walking, Harry starts dropping pennies...

(Back then, a penny was made of something that was actually worth something.)

So as he’s walking with Bushman, Harry is dropping all these pennies. 

At first, it's just kids picking them up, but as time goes on, adults start following him too…

Eventually, there’s a MASSIVE crowd of people behind him picking up the 2,000 pennies. 

By the time he gets to the producer's office, there’s this sea of people. 

The crowd gave the studio executives the impression that Bushman was very popular and they signed him up for a big contract with Metro Pictures.

The crowd had no idea who Bushman was, they just were behind him because Reichenbach kept dropping all these pennies. 

Say what you will about that, it’s *BRILLIANT*

USE YOUR ENVIRONMENT

Most marketers are nervous to do random stuff like that, and that's the reason why I started using ‘environment’... 

I don't care if it's an unanswered loop. You don't have to close all loops. I'm gonna open ten loops…

 That's why I'm looking at a freaking pumpkin…

(Meet my pumpkin friend 🎃… what do you mean, you can’t see him!?!)

I know it's a weird ad, but gotta be weird enough to catch attention. 

You don't have to be that ‘creepy weird’. 

You don’t have to be out there strange - that's NOT what I'm saying at all... just be ‘out of the norm…’ 

Focus on ‘out of the norm’ things in your ads…

•  ...in the way that you shoot them

• ...in the way you put the things together

...even if you're not doing video ads, that's fine.

We’ve found these types of ads to be significantly more effective than text ads… for me, anyway. 

So we're filming a lot more ads like that.

 In the last few days, we've almost doubled our revenue with the new creative we've been tossing out there. 

It’s the exact same stuff with just a little bit more ads, and sales have pretty much doubled in the last three days, which is NUTS! 

(It’s NOT enough of a litmus test to make a rule out of it, but it’s exciting!)

So here’s what I want you to do...

Start thinking about unusual ways to... 

• Create curiosity

• Shoot ads

If you're already going somewhere, take an extra five seconds to think about how you can use that environment for an ad. 

And if it's not awesome, who cares? Make a bunch of them! 

Compensate with ad volume rather than one perfect ad. 

… that's what we're doing and it's been awesome.

PATTERN INTERUPT LARSEN STYLE

Sales Funnel Radio is ending.

 Oh, you didn't know that??? … or a lot of you didn't. 

Sales Funnel Radio is coming up on 300 episodes and at that stage, iTunes starts to get weird, and so we're gonna end the show. 

Sales Funnel Radio currently has about 3,500 organic downloads a day - which is awesome, right?

The message has just continued to grow, and I thank you for that because I know your sharing it has been a big piece of this journey.

I gonna end the show, but that doesn't mean I'm gonna stop publishing though…

I'm launching a show called Pursuit of Profit. 

“Oh, what's that?"

Well, let me tell you…

I'm gonna bring in a whole bunch of really cool rich people and ask them…

1. How they've pursued profit?

1. What allowed them to actually make cash?

… it’s a different kinda show. It's gonna be awesome. 

(I had to pay a lot of money for that domain 😂)

It's also the reason why Sales Funnel Radio output has slowed down as we work on this transition.

If you wanna go get on the waiting list, go to pursuitofprofit.com - I'm very excited about it. 

It’s gonna be about 50% interview with someone big and rich and 50% me teaching you what I'm doing  - I still wanna keep documenting the journey 'cause I think that's important.

We'll fly in a whole bunch of people, and I’ll probably sell live seat tickets. 

The room's only gonna hold 20 to 30 people. 

I'll literally do back to back interviews with these AMAZING and rich people.

I wanna dive deeper with a little bit more of a broader market. 

So if you wanna go get on the notification list, go to pursuitofprofit.com. 

Someday I'll teach you…

1.  The strategy of what I'm pulling off here

1. Some things I learned

1. Why I'm ending Sales Funnel Radio - which feels like a sin! 

We're gonna redo salesfunnelradio.com  and put all of the episodes on a single MP3 player. 

But (stay with me) there’s even MORE!

STORYTELLING IN MARKETING

We're launching another show called One Funnel Away Stories, and here’s the story behind it...

About two-three years ago, I was walking through the Vegas Strip with Russell ….

(We were at an event to learn some things)

Anyway, I was walking next to Russell, and I was like:

 "You know what's funny? All the tools are here now - they're largely all here. So why is it that some people still don't believe that this will work for them?" 

#1: I believe that it's just story. That's it. We just need more story. 

This has become a game….

 It's no longer like, "Does it work for me?" Yeah, it does, alright! 

#2: I need to be techy…

ClickFunnels means that you don’t need to be a coder anymore, right? 

#3: “I just don't believe." 

There it is, that's the kicker. 

Q: How do we break that belief?

A: *STORY*

So I was talking to Dave and Russell, I was like:

"Why don't you guys buy One Funnel Away Stories?" 

(It's their domain, they're just letting me run the show) 

So I'm gonna pull in tons of people to share their story for 20 minutes hearing their story on how they used ClickFunnels, and funnels in general, to blow up. 

I think it'd be a really interesting show, it’s gonna be more story-based and less tactical.

 Each week you’ll get a chance to go hear success stories from people in crazy industries. 

I'm gonna choose ALL kinds of industries, they won’t be the standard ones you hear about all the time, tho there’s nothing wrong with those either.

So those are the NEW shows coming up.

As soon as Sales Funnel Radio hits 300, we'll be done. Sales Funnel Radio will stop, but we're gonna start two others shows. 

I do have some special tricks up my sleeve for the end of the SFR that have been ready for quite a while  - which we're very pumped about!

I'm psyched, it’s gonna be awesome. 

Thanks so much for being here. If you like this episode, please screenshot it, post on social media, and tag me - tell me what you liked about it. 

If you hated it, and you think my eyes are too large (as I do), go ahead and let me know that as well. 

Anyways, thanks so much for being a part of the show. I can't even believe we're nearing 300 episodes.

I’m telling you...

Start publishing, and in one year, tell me if your life's not dramatically different!

... it was for me.

Thanks so much for all this, you are One Funnel Away. 

I encourage you to all get rich, give back, and be a Capitalist Pig. You’ll do more good in the world with more money than if you're poor. I strongly believe that. 

I don't believe the government should take care of me.

I believe I should get as rich as possible, but first, I need to take care of myself, then I can go do good things with my money.

#GetRichGiveBack

AH, YEAH!

 Hey, wish you could geek out with other Real Funnel Builders and even ask questions while I build Funnels Live? 

Ah-oh…

*Wish Granted* 

Watch and learn funnel building as I document my process in my funnel strategy group. 

 It's FREE!

 Just go to the scienceofselling.online and join NOW.

Mother Nature knows to go all on the trunk of a tree for quite a while until the tree is ready for more shoots…

Today, I wanna talk to you about something I call ‘Trimming the Shoots…’

A.K.A -  *Doing Less, Better*

I’ve put this together from two pieces of content…

1. An introduction I gave to my high-level students in my OfferLab program #SneakPeek. 

2. A recording from my OfferMind event. 

First, I’m gonna explain what it really means to trim the shoots and then, I want to give you some MORE context... 

Because while this game is a ton of fun, it can also be EXTREMELY challenging. 

TRIMMING THE SHOOTS - HOW TO INCREASE SALES.

I'm the oldest of six kids growing up in Littleton, Colorado... 

(Can you spot me?)

And, my dad made me the yard manager...

Meaning I answered for all blades of grass and every weed. It wasn't a massive yard, but it wasn't small, either…

And I was where the buck stopped. 

One year, we planted two apple trees up on the side of the yard and those trees looked pretty sickly...  

They were as tall as I was, so they weren't that big.

The first season went by, and they'd just taken root, so we didn’t expect much fruit.

They were brand new trees,  so they weren’t gonna make a lot of apples.

Well, the next season, they were supposed to produce some fruit, but still, *NOTHING*

And my incredible mother, (she made me!) 😉... wanted these apples (which weren’t that awesome to eat, but crazy good in pies)...

...but there wasn’t enough of them for even one pie. 

So I looked at these trees and thought, "How come they’re not producing any fruit?" 

...and I realized there were tons of shoots branching off the main trunks. 

There were tons of these mini-shoots all over the tree. 

There had to have been at least 100 of these (no joke) tiny shoots…

 There were shoots EVERYWHERE!

 And as I looked at those shoots, I realized, "Oh, my gosh. Wait a second. That’s why the tree is NOT producing fruit. It's got too many startups."

TIME TO CUT BACK!

So as we started transitioning into fall, I took off every single one of those shoots. I broke them off and pruned the tree back, so it was only the main trunk with a couple of shoots. 

Anyway, winter goes by…

Every once in a while, I glance at the trees, wondering how they're doing and I go shake off the snow from them. 

It snows like crazy in Colorado; people get snowed in, and I miss that. Frankly, it's one thing I don't like about Boise. 

I miss the snow, real snow; lots of feet of snow. 

But then Spring came along, and it started to warm up… (I love spring. Spring's one of my favorite times ever. I love those transitions between all seasons.)

So I start going back out to the trees, and I break off the little buds that were trying to grow additional shoots.

And what happened was crazy…

 By the end of that season, there were so many apples that it was breaking the tree. There were so many apples that the trees could not handle the amount of fruit. 

It was shocking to me how many apples were sitting on those trees. 

The weight of the apples was weighing down all the branches and almost every single branch was nearly snapping. 

I was like, "Holy crap. Why did this happen?"  

After I learned why... I pruned EVERYTHING in the yard. 

Maybe I got a little prune-happy, but I started cutting back and chopping everything. 

And the next year after that we had this incredible yard.

(OK… maybe a slight exaggeration 😉)

But there's a lesson here…. 

BUSINESS GOAL SETTING

It may sound obvious, but I'm brought it up at the beginning of OfferLab to show you that you gotta prune the shoots! 

I’ve coached nearly 30,000 people. 

And when I teach the principles of what I do, it stimulates the mind... 

And the mind goes, "Oh, my gosh! I could do…

• *THIS*

• *THIS*

• *THIS*

• *THIS*

• *THIS*

 ...and all these shoots start appearing ALL OVER the place! 

And what's the problem with that? 

• None of the shoots grow.

• The tree doesn't produce any fruit.

• You don't get anywhere. 

What I'm teaching is dead sexy, and it is 100% real  #ItWorks…

 But you've gotta prune, you need one trunk, that's it. 

Don't think like, "Hey, I'm gonna grow this shoot with OfferLab, and I'm gonna grow all these other shoots on the side ..." 

...it doesn't work like that!

I’m growing a few more shoots, but it's only 'cause I have a team. I'm NOT the only one doing all the stuff.

And I've done this A LOT... waaay more than the average person. 

So please lean into the fact that it's hard to pull this off when you have MORE than ONE shoot!

OFFERMIND

(My Team!)

I have a few personal friends who are struggling, so  I said, "Why don't you come to OfferMind?" 

They are probably on idea six or seven, (which is understandable, no judgment)... we've all been there.

I was like, "Come learn the stuff from OfferMind and start to apply it to your thing and you will make more money." 

Anyway, I reached back out to them once the event was over and asked, "How'd it go?" 

They were like, "Good, but now we're doing this and this and this." 

It was like, "No! Stop! What are you doing? Cut that crap out! Stop messing with the shoots!"

CUT IT OUT!

To make a decision means to cut away all other options. That's what the word decision means - it means to cut away all other options. 

Decide what the ONE thing will be. 

You're NOT gonna make it if you’re like, "Bam, bam, bam, bam, bam, bam, bam, bam, bam!”

 #Oneidea.

Now, I'm NOT saying that  you can’t pivot if you decide, "You know what, I actually wanna go do this other idea." 

That's very much okay. It happens to me ALL the time. If that happens…

You just course correct and pivot. 

But…

It's gonna be very challenging if you have tons of things you're trying to do at once, and if you pivot, pivot, pivot, pivot, pivot, pivot.

STAYING THE GAME

When my wife and I got married, (you all know the story), we had *NOTHING* 

How many of you guys have ever been in that scenario? Not fun, right? Not fun at all. 

Money isn't bad or neutral, it's good. 

Do you know how greedy you get when you're broke? Way more greedy than when I've made a lot of money. 

You know what I'm saying? 

I'm gonna break a lot of beliefs around cash with this…

 One of the largest things I had to re-break, reframe and rebuild a belief, around was money itself; it's why I do the Capitalist Pig thing.

 It's like Batman, right? He's afraid of bats, so he became Batman. 

I was like, "I'll become the Capitalist Pig!"

...I’ve got A LOT of negative flack, but it kinda brings me pleasure, so… 😂

But it started way back in the day when I was nervous to charge even 50 bucks for an hour of consulting. 

I had nothing, so I started trying to figure out ways to make money, and it was like try/ fail/ try/ fail on repeat! 

Try... "Yeah, this is gonna be the one," *NOTHING*. "Oh, here we go again..."

Understandably, after a while, loved ones ask  (and I'm sure you've all had the question, right?) 

"Is this the *ONE* that's gonna work?"

 And you're like, "Yeah! Ain't nothing but a thang. I got this!" 

But I did NOT have it!

I had NO idea if it was gonna work.. and you're fueled by a prayer and a hope…

"Oh, my gosh, please make this be the one."

I was probably two years in and I was still obsessively focusing trying to figure this out. 

I WAS DESPERATE

I went to college in a place called BYU Idaho and one night, I was sitting on a couch in a freezing apartment at 2:00 AM…

And I remember kneeling down and just begging God to help... it was really hard.

I don't know if you’ve ever been in that place?

(I was NOT planning on talking about this, but it was rough.) 

And you're like, "It's not that I won't do it, but *what* is it?" WHAT is IT? “

I was trying like crazy and we were spending money that, frankly, that we probably didn't have.

 I thought it was about... 

“The greater the risk, the greater the reward!”

 ...which is *GARBAGE* by the way. 

And all the stuff that I was trying, NOTHING was working. We were not making any money and I was like:

 "I gotta hold my feet to the fire here. What do I need? More pressure? I'm gonna become like 5000 diamonds. Holy smokes, I'm under so much pressure." 

We were living on loans, I think we had about $3400 for every three months to pay for rent and all the stuff.

I'm not joking about going to the dollar menu date night thing. 

...we’d do that stuff. 

IT TOOK 34 TRIES!

So I was praying, "Please help." 

I don't know what you believe, and I'm okay with that, but…

 I believe is that God cares and that he’s willing to help

But the answer isn't always, "Here it is on try #1.”

Instead, my answer was…

“You're gonna go through 34 tries, son. And I'm gonna mold you into something that you would not willingly become on your own." 

There's no way I'd be doing this right now.

Even three years ago, I had huge levels of anxiety speaking with people.

That was a REAL thing. 

Those first few episodes of Sales Funnel Radio, have you listened to 'em? 

Kinda crappy, right?  😂 And that's okay! 

I was like, "I surrender. Just tell me what to do!"... and Russell's like, "Publis!," 

 I was like, "No, that can't be the answer." 

And Russell was like, "You should really publish." 

"No, that's probably not the thing. Let me go figure out more of this stuff. I wanna distract myself with other skill sets. Please. Okay, sweet, let's come over here." 

(You know what I'm talking about? We've all done it.) 

Then suddenly, I started publishing and started finding my voice. 

I started taking these steps and a little bit of light started showing up, *beep*...

It was tiny, but it was out there. 

...and piece by piece, it started coming together.

But my family is where it all started…

 And there are things that I just would not have done, (including OfferMind) if it hadn't been for ‘The Lovelies.’ 

I call them The Ladies, my Ladies - my three little girls and my amazing wife. 

Think about it, it would be very hard to be married to me - think about what my wife’s had to go through... 

I'm serious! Think about that... 

For years, not knowing…

• "Is this kid just psycho?”

• "He's got giant eyeballs.”

• “ Go get a job." 

I joke to kinda relieve the pressure on that statement, but you understand how much she's had to go through…

My wife is AMAZING! 

TAKE THE EASY ROUTE

I don't want anyone to think like, "Whoa, he's talking about himself again..." 

That's NOT what I'm saying at all. 

But understand that the pattern I'm gonna share with you comes from hundreds of funnels at ClickFunnels and hundreds of funnels built with my personal students… 

...it’s a culmination of ridiculous levels of stress and anxiety, and I'm excited because you DON’T have to go through that. 

We’ve made it really, really, really, really simple... #ReallySimple… and I'm stoked about it. 

BOOM! 

If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good.

But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right? 

That's what I struggled with for a while until I learned the formula. 

So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it. 

Wanna come? 

They are small groups on purpose, so I can answer your direct questions in person for two straight days. 

You can hold your spot by going to OfferMind.com. 

Again, that's OfferMind.com.

From a 300 sqft room to a 3200 office (for free)

We’re (finally) getting an office space, and I wanna walk you around real quick to share a principle with you that I learned from Russell which means that taking on this space isn’t actually gonna cost me a dime!

I’m also gonna reveal to you:

• The next 3 revenue-generating moves I’m making...

• What’s coming after Sales Funnel Radio ends, (Yep, you heard that right!)...

• Why NOW is the right time to move into a larger space…

• Why you don’t need a ton of equipment to succeed and why bootstrapping doesn’t need to hold you back...

• Why my office is a MASSIVE mess… and WHY I don’t care!

But first, I want to let you into the dream I have for my NEW space…

HACKING ENTREPRENEUR SUCCESS

I’ve had several people reach out and ask:

 "Stephen, why don't you have an office yet? You've made a lot of cash very fast in a short amount of period of time."

And the answer is that it made no sense to take on a BIG office space (when I can work from the couch)…

 *Unless I have revenue plans attached to ‘that space’ as well*

 And this principle is something I learned very early on from Russell!

When ClickFunnels was looking for a new office, not only did they find the shell of a space they wanted, they also drew all the things that they wanted in there.

And then, revenue-wise, in order to pay for it, Russell made sure he launched a product that would cover waaay more than the lease payment of that new building.

And he did that every single time he had something expensive to pay for...

For example:

When Tony Robbins came to speak at Funnel Hacking Live, it was expensive, man.

Tony Robbins is really, really expensive.

And so…

Russell put on his marketer hat and said, "How can I pay for that?" and then, he started coming up with clever ways in the FHL event to raise the money to pay for Tony.

And I'm doing the same thing here (...without Tony, but you get my drift?!).

This office is NOT anywhere near as expensive as Tony.

In fact, it's NOT that expensive a month at all, but even so, I’m NOT gonna be out of pocket to pay for it 

Here’s my plan…

THE PURSUIT OF PROFIT

I have three things I'm launching (that everyone's been wanting from me), that will help more than pay for this office space.

But before I tell you what they are, I want to walk you around and share my plans with you…

This NEW office is 3200 square feet, it's funny, 'cause on camera, it doesn't look that huge.

I’m planning on doing A LOT of restructuring, and I’m gonna tear down a ton of walls and raise the ceilings.

We can literally create any kind of structure we want.

When I first started working for ClickFunnels, random people would just show up at the office.

And that's fine, but it was awkward, 'cause people we didn’t know would literally just walked in.

There were no keycards or any of that stuff, so you were always kind of on edge, wondering when someone was gonna just walk on in.

It's mentally hard to get into a creative space when random strangers just walked in.

So eventually,  they made a wall with a keycard on one side and the event hall to the right…

I actually want the exact same setup…

There’s gonna be an event space in our NEW office

Every quarter we spend $8,000 to $10,000 renting a hall, but we could just use that cash and have the setup here...

ClickFunnel's made MORE money by building their own mini-event hall and attaching it to their office, and I'm doing the exact same thing.

So, we're gonna knock down some walls and build an event center with a full AV setup.

I'm trying to have my event room be almost the size of the event space that's in ClickFunnels.

It won't be as big, but that kind of a the spec.

I’ll still do my major events, like OfferMind, at other places, but what you need to understand is that

Colton, Austin, and I have been sitting in a 300 square foot bedroom for the last year-and-a-half … 😂

Now we're going from a 300 square foot bedroom to a 3200 square foot place.

...it’s really, really exciting!

HOW TO GROW A BUSINESS

Let me show you outside...

Check It Out….

It says Yellow Book USA; it's literally new tech replacing old tech.

I don't need all the space that ClickFunnels has.

Dave Woodward told me that  Clickfunnels has about 7000 square feet and our office is about half of that.

I can't imagine a scenario where I’ll need more than 15 people on my team…

 ...and so that's kinda what we're planning for.

There'll be an open area and a few spaces with offices.

It's been nice to work from home, but there's a lot of pros and cons.

People ask me, "How do you handle working at home?"

It's *NOT* easy.

I spent $200 putting sound panels across the top of my “office” #bedroom; (it's just an over-sized bedroom).

I put sound panels across everything!

 And I'll tell you…

WHY THE “BOOM!”?

 One of the major reasons I started yelling so much was because I could hear my three girls in the background.

• Maybe there’d be a little fight…

• Maybe someone would get hurt…

• Maybe there was a little amping up...

And so I’d ‘amp it up on camera’ to mask my kid’s noise.

That's one of the real reasons I started yelling…

There'd be all this commotion going off in the background and I’d be like…

 “And you gotta build the funnel! And you gotta... "

So, NOT having to deal with that anymore is gonna be super cool.

We will not have to put sound panels across the ceiling like we had to in the last office.

Up here on the top and the back of this door is literally soundproofing. I just put spray adhesive of everywhere.

But back to the NEW space, it's quite the large and it's perfect for what we need.

So…

• I'm gonna knock stuff down

• Draw out the floor plan

• Focus on building a really cool event space that saves me having to pay $10,000 to $20,000 every time I wanna do an event.

Instead, this space is $5000 a month; plus I'm building a revenue-generating machine.

It's a way of thinking that allows you to generate revenue rather than take on business costs.

 When you have something expensive to pay for ALWAYS make sure that you plan for a way to make revenue with it as well.

MY BUSINESS SYNDICATE

For example:

In the next year, I've got five events planned, and now two or three of them can actually just happen here in my NEW space.

...that's awesome!

Every time I do an event for OfferLab it costs me $100,000.

Now, instead of us running around and trying to coordinate hotels (which is it’s own full-time job and pretty much does give Coulton and myself gray hairs)...

...we will just put the event on here

We've actually built on the cost of this revenue arm.

That's the whole point of what I want to share with you today!

Every time you're building out something and you realize:

• Hey, I need this piece done.

• I need to go build this piece of my business.

• I gotta go put something together.

Instead, just think through other ways to generate revenue exactly like…

• Russell did with Tony Robbins.

• I did to build a lot of my events in the last year.

Think about other ways that you can pull cash flow from what you’re doing?

TITANS OF INDUSTRY

So, I promised to share with you what I’m planning next after the demise of Sales Funnel Radio and when we move into the NEW space…

We're hoping around January, beginning of the year-ish, we’ll be in the space and start building a studio for...

#1: Pursuit of Profit is a live show that we'll be launching kinda like Impact Theory - (I'm a huge fan of Tom Bilyeu).

Once we move into this space I’ll be able to bring people in to film side by side, (kinda like what I did with Russell at OfferMind),  and make sweet episodes right here.

#2: Business Syndicate is a show where I want people to come in and pitch me on building funnels for them, kinda like Shark Tank.

But instead of just giving dirty money, (which usually doesn't do a lot for the business)...

'Cause you know, you guys know, I'm crazy against VC funding...

Instead, you'll pitch me on building your funnels with my funnel team

#3: Titans of Industry is my MasterMind, and that can happen here as well!

Now, do you understand WHY it made sense for me to move now? 😉

It made makes no sense for me to take on a BIG expense…

 *Unless I had revenue plans attached to expense as well*

You can go check out titansofindustry.com -  it's NOT done (and ‘the space’ is obviously not done)...

 But there's a waiting list.

It will NOT be a cheap Master Mind, but my stuff works really well.

But I'd love to have you inside of the MasterMind if you want to.

Anyway, I don't wanna say any more about that… 😉

It’s the same with Business Syndicate…

 If you want to pitch me to build your stuff in exchange for equity in your business and to participate in profits, let me know.

Go to businesssyndicate.com and sign up on that waiting list.

Can you see how (on the back of the info product space), I am trying to build the rest of this legit stuff out?

… it’s very exciting!

 FACE YOUR EXTERNAL OBJECTIONS

I challenge you to start thinking of things this way!

If you believe:

"Stephen, I can't afford these things in my business..."

*REMEMBER*

You're NOT the one paying for them.

It's NOT my cash; it's gonna be other people coming in helping to foot the bill for this cool space so that we can all…

• Share

• Grow

• Learn

...together!

By comparison, I just wanted to show you my old office… and check this out, it's a mess!

It's funny because I've had people reach out to me and they're like, "You are affected by the environment you work in."

That's kinda crap!

If you are that’s fine...  but I'm not… I'm more affected by sound than clutter.

I've had multiple people reach out and say, "Stephen, it's so cluttered. How do you expect to get everything done in such a cluttered environment?"

What are you talking about? #JustDoIt

Are you telling me that you can't flex? Just do it!

However…

One of the major reasons why we need a NEW office is because we need storage space.

CAPITALISM SWAG

Q: Do you know how much leftover swag there is after an event?

A: A LOT

You never know exactly how many people will turn up and you want to have swag for EVERYBODY...

So, I ALWAYS over order, and that's one of the reasons why capitalismswag.com was created - so that we could have a spot to sell off extra swag from things like OfferMind.

So go to capitalismswag.com  and we've got cool stuff there.

JUST DO IT!

The ONLY reason I'm showing you the *MESS* in my old office is to prove to you that…

You don't need a lot of stuff to be successful, especially in the Internet space.

Info products are one of the best places you can turn to if you're trying to increase your revenue.

You gotta learn how to sell… ‘cause you're NOT shipping

anything….

 Things that are digital can be harder to sell - so learn how to sell and market, but at the same time, you can still bootstrap this thing, man.

BOOTSTRAPPING SUCCESS

When I was first building funnels in college, I didn't have the software I needed,  so I went and I found it in public libraries.

I built so many videos, funnels, courses, and stuff in public libraries because they have the software. I could just go there and put my headphones on …

I'm just bringing that up because if like somebody says, "I don't have the tools," you don't need to own them.

Where are they? Go find them!

For my first ever info product, (which eventually turned into my thousand dollars a week product which was big for me at the time)...

I didn't have a camera, so I went to a public library and rented a DSLR camera and a tripod 'cause we didn't have any money.

I mean, this is cluttered guys, but “Your work environment affects you!”

...that's like the last 5% of things that matter. 😂

Just get it done.

• I'd rent the camera

• I'd rent the card

• I'd hunt computers down in the library that would take the card from the camera

• Upload YouTube - 'cause it was free.

And that’s why I tell people…

 If you're trying to make something work,  I have empathy (I’ve been there), but I have very little sympathy. I'm not gonna feel bad for you, but I will feel with you.

That's empathy versus sympathy, and I think it matters like crazy on this...

BUSINESS MINDSET & CLUTTER

Austin's desk is actually a picnic table, which is funny enough what my desk was when I first got to ClickFunnels.

We’ve got our TV that we are gonna use to show a stats dashboard that we’ve almost done building so we can ALWAYS track:

1. Revenue

We’re still trying to figure out the last part, but we're almost done with that.

We also have a wall to track 'em sales and how close we are to a million bucks on stuff?

… it needs to be updated, 'cause it's way closer now!

We've got the paparazzi walls, but this is a black sheet that I stapled to the wall is how I filmed most of my first videos for the first program I created.

I just wanted to add some context to what we're doing here.

In the NEW office we’ll knock down all the walls and put flooring in. There's a lot of stuff that needs to happen during the TI space of the contract and stuff like that.

But we're ready to rock!

I'm just gonna drop a floor plan real quick and then talk to a few people to get some advice, and then we'll be good to go.

It’s crazy nuts to compare this new space to where it started in this CLUTTERED 300 square foot room.

 (I only know that my house is 3500 square feet and that this room is 10% of it - because that's what we write off in taxes. 😂)

I started in a 300 square foot of room, and now, we're gonna move to a 3200 square foot office that’s as big as this house.

 ...which is pretty crazy and I'm really excited about it.

I expect we'll be in our new office for two, three years and then build the next building that we move to.

Hopefully, this has inspired you to just get it done.

If you don't have a briefcase, borrow one or realize they don't matter.

#GetRichGiveBack

As you likely have heard in my podcast, I left my job in January 2018 to build my million dollar business completely from scratch without any funding or any help...

AND I HIT IT, right on February 1, 2019...

Just 13 months later, we actually grossed a million dollars, which is pretty awesome.

Better yet, I got to keep a lot of the cash, just 'cause my costs are honestly NOT very high.

That said, there are several tools, though, I use to automate vital pieces of my business and ClickFunnels is one of them.

ClickFunnels lets me build automated sales machines all over the internet that are non-stop pitching people for me.

It's ONLY $97 a month...

Better yet, I don't need to be a coder.

If you're asking yourself, “Stephen, are you giving me a blatant pitch for ClickFunnels right now?”

YES, 100%!

 I think it's dumb when people don't use ClickFunnels. It makes you MORE and saves you MORE.

Basically, I have the power of an entire tech team in my hand and I want you to have it.

Go grab a free trial of ClickFunnels by going to freecftrial.com.

I want EVERYONE to experience the power of ClickFunnels in their business, so they're letting me hook you up at freecftrial.com.