Podcast Sales Funnel Radio by Steve J Larsen Episodes

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	Title	Pub. Date	Duration
	Building Cathedrals In The Mind	31 Aug 2024	00:21:35
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.
	Foundations Of 7 Figure LeadFlow	21 Aug 2024	00:32:19
Gotta build a leadflow system before you can build a salesflow system. Here's the foundations of 7 figure leadflow.
	How Lawrence Kim Got Started Selling Bus Ticket With His Sales Funnel	16 Nov 2023	00:16:06
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 --- Download Season 1 episodes here --- 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!
	SFR 290: How To Position Content	03 Dec 2019	00:30:01
*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... Creating 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… What Russell and these ClickFunnels did. 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… The interview happens on video with templated questions. The video interview acts as the base medium and we turn it into a TON of content. We grab an interview image. We grab the audio. We write the blog. We have Instagram and other platforms. We obviously have iTunes and other things like that. Obviously, there's Facebook - 'cause they're social platforms, that's another category. 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… Get people to listen to you 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.
	SFR 289: What's A Funnel?	26 Nov 2019	00:14:36

	SFR 288: The Two Worlds Of Marketing	19 Nov 2019	00:20:15

	SFR 286: The Study Of Money	06 Nov 2019	00:13:37

	SFR 285: My Own Life Makes The Best Hook...	29 Oct 2019	00:26:20
*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? Mother Nature. Everything else that's around you. 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… How they've pursued profit? 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… The strategy of what I'm pulling off here Some things I learned 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.
	SFR 284: Trim The Shoots	22 Oct 2019	00:15:36
*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.
	SFR 283: I Leased An Office For Free	15 Oct 2019	00:19:22
*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: 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.
	SFR 282: The 2nd Millionaire In America	08 Oct 2019	00:25:15
*This is one of my favorite, brilliant marketing stories!* I’ve just finished another 20-mile bike ride (in the dark)… I'm still several miles from home, but my mind's kinda spinning, so I thought I'd stop and… Drop kinda a cool story about PT Barnum that involves a dead monkey and a fishtail… (Yep, that BT Barnum… and Nope, it’s NOT in the film 😉) Tell you WHY Sales Funnel Radio will be ending soon! #SHOCK! MAKING MARKETING HISTORY! I LOVE studying yesteryear's marketing gurus. I’ve been going back to the 1700s and 1800s… I've been kind of obsessed with studying how these old, rich, dead marketers got their messages out before the internet. ...because we live in a very different world. And while the internet is beautiful, it’s largely a crutch… And it’s a HUGE distraction if you don't understand what marketing truly is. To illustrate my point, I’m gonna tell you a story of a guy named PT Barnum. You’ve probably have heard of PT Barnum from the movie, The Greatest Showman, which is … A largely made up by Hollywood. A great movie. Most of what’s in the movie is NOT true. PT Barnum did have a circus, but it was his retirement project. Barnum was older when he started that circus, but the movie makes it seem like he had this young struggling family and that it was the circus that made him... That's NOT at all true. However, PT Barnum was a brilliant, brilliant guy, and he died in 1891 at 81 years old and by that time, I believe he was the second millionaire in America… he was definitely the first show business millionaire in America. A million dollars was waaay more back then than it is now, it was pretty impressive to have a million dollars at that time. HUMBUGS & A PRE-INTERNET MARKETING STRATEGY Barnum loved doing hoaxes, or as he called them, *‘humbugs’* for the public. And there's a lot of famous quotes from him about that... I don't care what the newspapers say about me as long as they spell my name right. - P. T. Barnum One of the MOST famous hoaxes that Barnums well-known for is the Feejee Mermaid. The Feejee Mermaid was widely known in the1800s as being one of the greatest hoaxes ever pulled off. Barnum was famous for saying something to the effect of, ‘The world wants to be fooled, so let it be fooled.’ The bigger the humbug, the better people will like it. - P. T. Barnum So Barnum would play these tricks on the public and his sales would increase… And so long as he over-delivered on value, he found that nobody really cared that they were hoaxes.. Now, I'm not here to say whether or not that's right or wrong. I personally don't think that's right. Don't lie… However, there's a lot you can learn from the brilliance of what Barnum did. And I wanna share a really fascinating story on what I believe true marketing is if you remove the internet… It's kind of a funny episode, it's a cold dark night, and I'm in a Staples parking lot… (Who says marketing isn’t glamorous? 😉) CHECK IT OUT But back to the story! THE FEEJEE MERMAID Barnum had this museum in New York and most of his income came from this museum of crazy stuff, NOT the circus. AND… When in the mid-1850s, *‘a mermaid was caught off of the coast of Feejee’*(#QuoteUnquote) it was brought to PT Barnum to see if he wanted to put it in his museum. It was literally a monkey's body that they had been sewn onto a fish, and it's kind of morbid. But Barnum decided that he could use the ‘mermaid’ to create a cool buzz! So he grabbed all of these naturalists to declare, "This is a true Mermaid from Fiji." *Now, anyone looking at the ‘mermaid’ could tell that it was fake…* So Barnum asked experienced naturalists until finally, he had a naturalist who would declare: "This is a real mermaid." *Then he took that story* and ran with it. He and one of his associates started sending letters to the newspaper from various locations. His associate acted as a doctor and they started “leaking” quote after quote of interactions they were having about the Feejee Mermaid and how spectacular it was to the press. They sent them from anonymous locations throughout the city and the nation. The press was like:** "Oh my gosh, we're getting all these letters about this incredible Feejee Mermaid. Look at this correspondence between this doctor and PT Barnum the museum owner.” It was completely fake. However, when they’d created enough buzz, *the fake doctor* took a trip from New York down to Philadelphia o ‘business’ and brought the Feejee Mermaid with him. They did their Dream 100 homework and chose a hotel where the owner was friends with a bunch of newspaper editors. Dr. J. Griffin (fake doctor, fake name)... checks into this hotel and as a thank you for letting him stay, he promises to let the hotel owner see the *Feejee Mermaid.* The hotel owner goes, "Oh my gosh. That's the coolest thing I've ever seen. Do you mind if I bring some of my friends over?". Q: Guess who his friends were? A: Yep, all these editors! *… but wait, it gets even better!* Seriously, this is some AMAZING marketing! When people are like "I sent a Facebook campaign…” I'm like, "That's NOT a campaign, that's just a Facebook ad. This* is a campaign. Study what Barnum did".* Barnum was BRILLIANT at campaigns. So while this fake doctor is in Philadelphia swooning all of these editors, PT Barnum is busy at work in New York… He prints off 10,000 fliers with these voluptuous, nude mermaids. He literally litters 10,000 Mermaid pamphlets all over New York City. And what he says on the flyer is: "Guys, guess what? I am gonna get the Feejee Mermaid to my museum, but it's only gonna be here for one week, starting on this day." Oh my Lanta! That’s straight scarcity and urgency direct from the1800s! (Now, there's A LOT more to the story, I'm telling the Reader's Digest version.) CREATING A MARKETING CAMPAIGN 1800’S STYLE Now that the press in Philadelphia and New York are buzzing, Barnum puts the cherry on the top... ...and this is what he did. Again, I'm not here to argue whether or not this is right or wrong. I don't think it's right, but that's beside the point… Just learn from what he did here... So… There are10,000 fliers in New York City Philadelphia is buzzing. Everyone knows that the Feejee Mermaid will be in Barnum's museum for ONE week… So Barnum goes to the press and says, "Hey, local news-press. I wanna give you exclusive rights to cover the story when the Feejee Mermaid shows up". They go, "Oh my gosh, that's awesome." Then he went to the next newspaper and said the same thing… and he did this over and over again! He told all the newspapers, "You have exclusive rights!” All the papers were like, "Oh my gosh!" So the day comes when the Feejee Mermaid will be revealed... and there's a TON of pressure built up. The newspaper editors know about it and they were excited Over in New York, there are 10,000 leaflets all over the place with (I'll be honest) voluptuous, largely nude mermaids. (Again, I'm NOT talking about the morals of this, I'm just saying this is what happened.) Now ALL the think they have *exclusive coverage!* BUT… When the day of it comes, and the newspapers learn that all the other newspapers “exclusive coverage.” But rather than miss out on an opportunity, they ALL decide to l run the story… Because they don't wanna be the newspaper that's left out! And that gets ridiculous sales for PT Barnum and was a HUGE deal for his career. Now here’s my point... DON’T BE A LAZY MARKETER! Compare the amount of foot-work that Barnum did to create pressure around a single date and compare it to what MOST people do when they build a funnel and turn Facebook ads on… I’ve said it before and I’ll say it AGAIN… Facebook ads are NOT a campaign. I've had people say, "Steve, what do you mean Facebook ads are NOT campaigns?" Look, I'm not saying ads can't be part of a campaign, I'm saying that just running an ad is NOT a campaign. So let's think real quick about what PT Barnum did for his campaign to promote a completely fake and NOT valuable thing called the Feejee Mermaid. It was NOT the voluptuous mermaid in the pictures, it was this rotted to death, stuffed, frozen monkey sewed to the back-end of a fish. First of all… What was the hook that PT Barnum used to get this campaign going? Probably the picture of the mermaid… that's definitely one of them. The headline was very, very clever… I wish I could remember it off the top of my head, it ‘s on the internet, you can go look it up. He created a story. People do okay with the story, but creating hooks is a work of art. Most people don't really create a hook. The next part of EVERY campaign is to attach it to distribution. Q: What is the distribution channel that PT Barnum used? A: Newspapers. He even distributed 10,000 leaflets around New York City. He used the distribution channels that were already there. Barnum did NOT create his own newspaper press, he used the existing distribution that was there. That's 100% a direct response marketer play. So there’s a… Hook Story Distribution Call To Action Let's think through the mechanics a little bit...'cause there's another piece I wanna go hit real quick that’s very key… You'll see that Hollywood even does this today. Inside of the sales letter, he said, "The Feejee Mermaid’s only coming on these days and when it's gone, it's gone. ." Most of the time, people make the mistake of promoting their products by making it ALWAYS available. However, Barnum opens and closes the cart on a physical location, his museum. He opened the cart and closed the cart... that's HUGE; that was his call to action. These are ALL the same principles we use today; it’s no different just because we have the internet. When you remove the internet out of the equation and… Learn what marketing really is Learn how to build campaigns ...then, when you add the internet, it's very powerful. However, before you learn what marketing is and how to build campaigns, the internet can be a distraction. Now, there's one other element to this… HOW TO MARKET YOUR BUSINESS… Understand that Barnum did NOT start by going to the newspapers and saying, "You have exclusive coverage.” ... *that was his final move.* First, he created a series of campaigns. I literally call campaigns, orchestrated noise. Think about the way Hollywood launches a movie, it’s very similar. A year out, Hollywood will launch a minute-long preview - it doesn't say much, and they're probably still editing. But it just brings a little bit of, "Oh my gosh, I can't wait." And who does that attract? The fans! When Disney bought Star Wars to start dropping hints that they were gonna drop a movie, all they had to do a year before was play the 15-second Star Wars theme, and say: "Coming Summer, This Year!" ...that was it. And what do all the hypers do? “Oh my gosh!" They go spread the message all over the place … ... the *‘sneezers’* spread the message for them. That's the beginning of a campaign, it's a single pressure event… Then six months ahead of time, they release another trailer that's 90 seconds… Then in three months, they release another one that’s three minutes. Next, they release a few different versions and tell a little bit of story around different characters. ...it's a series of escalating pressure. That's a campaign! A campaign is NOT a single event, it’s a series of events that escalate pressure, and piggyback off of each other. THE GREATEST MARKETER… You can clearly see this pattern of creating events that build pressure in the PT Barnum example. Anonymous letters create buzz. A fake doctor goes to Philadelphia to build MORE pressure. 10,000 pamphlets with voluptuous mermaids are distributed. ALL the newspapers are given an ‘EXCLUSIVE. All these orchestrated events build pressure for a specific date, and that's very key. So one of the things I've been obsessed with lately is watching what other successful marketers do Launch keep the products out, once they're selling. That's two separate styles of campaigns. A Launch Campaign. An Evergreen Campaign. And I know I've beat that to death, but it's because that is how a marketer gets paid on the internet in today. It’s very powerful. I want you to analyze how a lot of those guys back in the past created noise and realize that that's why this stuff works. I use Facebook campaigns in conjunction with my podcast. A lot of times we'll drive ads to a specific podcast episode, NOT a registration page. People go through the podcast episode, and then we re-target them for a small download… Once they get the download, we re-target them for the actual thing with more pressure. BOOM! Cart closing, only open during this time. Bam! closeout. We still use the same principles as Barnum today! But it's ONLY when you understand the principles that Barnum used all those years ago that today's modern tools are really powerful. Without that backdrop, it's very easy to take advantage of the tools and use them in weird ways as easy distribution channels… And NOT actually use real marketing. That’s NOT marketing, it’s link barfing BARF! BARF! BARF! Anyway, hopefully, you enjoyed today's blog? And I’d really appreciate it if you dropped a review. THE DEATH OF SALES FUNNEL RADIO! Just so you know… ( Oh my gosh, I'm gonna start a campaign right here! ) Sales Funnel Radio will most likely be over at episode 300. (I’ll tell you why in a future episode 😉) It's NOT because this show doesn't do well; we get 2500 - 3000 downloads a day. I'll teach you guys the actual strategy of what I'm doing and a pattern that I noticed in content creation… I’m in a position now that I've really fought and worked hard for. But there is a principle that I'm following and that I want you to take note of. So, anyway, it's just a little heads up... in a month or two… *Sales Funnel Radio will be over.* The whole point of the show has been to document my journey from literally broke to... I'm hoping we hit a gross of 5 million by the end of this year. I still have another million and a half to go, but I think I can hit it and I'm trying to hit it by the end of this show. So anyway, *It's pretty sick.* #GetRich. *Hey, just real quick:* A few months ago Russell asked me to write a chapter for a secret project he was doing. I had to write a chapter for a book, this was the letter I got from him. He said: "Hey Stephen, let me ask you a quick question... You suddenly lose all your money, along with your name and your reputation, and only have your marketing know-how left. You have bills piled high and people harassing you for money over the phone. You have a guaranteed roof over your head, a phone line, an internet connection, and a ClickFunnels account for only one month. You no longer have your big guru name, your following, your JV partners. Other than your vast marketing experience, you're an unknown newbie... What would you do from day #1 to day #30 to save yourself? *Russell Brunson* Hey, if you want to see my answer and a bunch of other marketers who also answered that in this amazing book and summit, just go to 30days.com/stephen. You can see the entire summit, you can see the book, you can see what we wrote in there and each of our detailed plans. Just go to 30days.com/stephen.
	SFR 281: Using OPE (Other People's Events)	01 Oct 2019	00:18:20
*How am I using the Perfect Presentation Script in OTHER people's funnels?* Are webinars dead? Kinda… Russell doesn't use the term webinars anymore, it’s now called a ‘presentation’. … and it's because people are like, "Well, I'm not gonna do a webinar to sell my thing." Frankly, people who think that are missing the point... ‘cause it's the format NOT the name that matters. The script itself works extremely well... whether you call it a webinar or a presentation 🤓 So ‘YES!’ the webinar is dead… Long live the Perfect Presentation Script! HOW TO PROMOTE YOUR BUSINESS AT OTHER PEOPLES EVENTS! So here’s a question for you… Q: What has 5 parts and can be used to sell or launch ANYTHING on or offline (and why I’m cycling in the boonies at 10 pm)? A: (You guessed it…) The Perfect Presentation Script! And this may come as a shock to some people… Selling a car, is the same as selling an info product, is the same as selling soap, is the same as selling insurance... etc. Sales is sales. And the other night, while cycling in the boonies, I came up with a sweet NEW way that I could ‘kill two birds with one stone’ to use other people’s events to save myself hours of work… Here’s how it happened... NO THANKS, I’D RATHER BIKE… Growing up, my parents said I was NOT allowed to drive unless I got my Eagle Scout. I didn't wanna too... so I biked EVERYWHERE instead. And it wasn't just down the road, I put in some serious miles in high school. Recently, I started cycling again… It was pitch black and I had only the w flashlight on my bike. I was trying to study the road and pushing super hard, some things were coming at me fast… It's totally a Children of the Corn scenario... It was so *FREAKY* … but it got me thinking! RELEASE THE PRESSURE It’s been such an intense week! We’ve been… Launching Running lots of payments Getting lots of people onboarded to Offer lab Now we're working with people to get all the inputs that my funnel team needs to build their funnel for them. *Yep! You heard that correctly* You may not know about OfferLab yet, but this is the second year we've run it. It was successful the first year, but now we’ve found ways to make it even MORE successful. So, anyway, it's been an intense week, and honestly, I need time to do aggressive physical activities just to stay in the zone. I use my little Apple Watch to track my time and distance and I'm at 19 and a half miles in about an hour and a half... Those of you guys who cycle might be thinking, "Oh, that's not that far, Steve." I get it, but check out the bike I'm on… It's a mountain bike… Look how FAT those tires are. Give me some credit! I'm pushing pretty hard, and I burn A LOT of calories doing this. I’m trying to get in more shape so that I can go jujitsu... it's gonna be a ton of fun. MY SPEECH WRITING HACK Anyway, back to that sweet idea I had… It suddenly hit me that I'm speaking at events six times in the next six *weeks.* Which means… I have six speeches to plan and write and it takes me, on average a solid 8 - 15 hours to create each speech. People are like, “Woah, Stephen, you don't need to do that.” I've had people tell me, "Stephen, you could just take a marker, stand up, and teach." Yes, but that's NOT the point. Even if I'm NOT selling something for money, I'm still selling ideas. And so I need to know… What's the false belief I gotta break? What are the stories? This is my craft. I'm not gonna just stand up and just spitball it, that's dumb. I’m highly prepared for every speech I give, highly... HERE’S MY AGENDA I'm gonna be speaking at Carnegie Hall along with... Martha Stewart Dan Kennedy (so long as his health is okay). Michael Gerber, who wrote The E-Myth, (that book changed my life in college). Hal Elrod from The Miracle Morning. ...I'm really excited about it. I'm NOT normally the kinda guy to name drop stuff, (and frankly, that kinda drives me a little bit nuts…) But… IT’S SOOO COOL!!! These are some of the people that I've learned from over the years, and maybe you have too. I'm pumped about it. I'm giving two speeches at Carnegie Hall, and then the very next weekend, I'm speaking, literally back to back, at two different events in different locations. On Friday, October 4th, (I believe it's the fourth), I'm gonna speak at Boss Con. And then Saturday, October 5th, I'm speaking at Carrot Con and Daymond John is gonna be there! Then I come back home to Inner Circle, and then I think the next week I’m getting on a plane to speak at Pruvit’s event. A lot of you guys know I'm in Pruvit, I'm in Russell's downline. I love Pruvit, I’m drinking it right now. It's A LOT of speeches. So I was thinking to myself, "Self, what else has five things? Oh, My Lanta, webinars/ presentations do." *So here's what I was thinking…* BREAKING DOWN THE PERFECT PRESENTATION I'm allowed to sell at Carrot Con, but the others, I'm not allowed to. So, if I just figure out which platforms would be best for… My origin story Secret #1 Secret #2 Secret #3 The Close. ... can you see where I'm going with this? So there are five parts to the perfect presentation, and I'm gonna take the speeches I write, put them in order, and then… I’ve literally created a whole NEW presentation from all the speeches for these events. I freakin’ love the perfect webinar (oops, presentation) format; I use it for EVERYTHING. It's how I sell my… Affiliate stuff. Expensive stuff. $25,000-program. $13,000-program. $3000/ $1000/ $1-programs. That format is so beautiful to sell ANYTHING... Even something is FREE, you still gotta sell it. I’M AN ARTIST At OfferMind 2019 we collected about $1.4 to 1.5 million in sales. We don’t have the final count, so we're not quite sure yet. But it's about $1.4 to $1.5 million in sales and I think we'll get to 1.6 or 7 - which is crazy. Here’s the thing, though… I spent four days just creating the slides for that one hour pitch. Not the research. Not the brainstorming. Not the thinking through. *… four days on just the slides!* ‘Cause I'm an artist baby. I'm a scientist, but I also love the art part as well. So when people are like, “Well, Stephen, you don't need to... “ *I’M GONNA PREPARE* #GeeksGetPaid However, instead of me spending 10 hours each for my next five speeches… What if I just spent the time creating one webinar, took out the pieces, and I told it across different stages?!?! Of course, I'm gonna have to adapt it a little bit. I know it's probably NOT gonna fit perfectly… I can't just walk on to the last stage and just immediately start pitching! I'm still gonna have to have a little origin story and stuff like that… But I'm gonna make sure I do it in a way that I can lace together the speeches from the five different stages. It's gonna be sooo sick- I'm psyched about it. PULLING IT TOGETHER I don't have that long to speak at Carnegie Hall; I have two sessions that are like 25 minutes each. It's not that long and I get it, it's just an honor to be there. That event's called Living Legends - so I'm excited to even be called a ‘Living legend’ - that's REALLY honoring. So, 25 minutes is not really enough time for me to teach something in-depth meaty and juicy, which is what I'm kinda known for… I'll still teach something, but I'm selling me NOT an idea. Most people will have no idea who I am... I don't think Martha Stewart even knows that I'm breathing air right now ... and that's totally cool. So instead, what if I go and I actually sell them on me. So I might as well tell my origin story at Carnegie Hall. ...and then, I'll give some cool nuggets on how to create cool offers and sales funnels and stuff like that. BOSS CON Then the next event I’m psyched for is Rachel Pedersen's Boss Con Event. Hopefully, you’re going? I’m excited to see you there. My guess is I’ll probably share Secret #1 or #3 at Boss Con. Now, if you don't know what I'm talking about when I say this… Secret #1 or Story #1 is told tell after the origin story and it’s all about the product itself. Secret #3 or Story #3 is all about external-based false beliefs that you have to break. I don't wanna get too deep in that here… But the whole point of this is, that I'm trying to find more patterns and places to tell use the presentation script… So I'm basically breaking up a presentation funnel script at tons of events and I'm gonna use that to launch a product I'm promoting. So, "Stephen, what products are you gonna promote?" I’m so glad you asked… 😉 YOUR ONLY ONE FUNNEL AWAY I love the One Funnel Away Challenge, and so I said… “Just so you know, ClickFunnels... I think I'm gonna go sell the One Funnel Away Challenge at *Carrot Con." And they were like, "Cool, we’ve got some additional things we want you to test with that."* Hopefully, I'm alright to say this…??? But ClickFunnels is sending a bunch of One Funnel Away boxes to Carrot Con for me so I can sell One Funnel Away, which is super cool. So understanding that I'm such a big proponent of One Funnel Away… ( I help teach a lot of the one funnel away challenge. I'm one of the coaches in the challenge.) … it puts me in a kind of a neat spot where I can actually create a webinar selling One Funnel Away by telling it over five different events. That’s *SICK* (in the modern sense)! I'm so excited about it, it's gonna be awesome. WORKING THE PERFECT PRESENTATION I guess the whole purpose of this episode is that it doesn't need to be an official ‘webinar’... You just need to understand the principles behind why the presentation script works so well. The presentation script tackles false beliefs in the order that the brain typically experiences any sale or decision. For example: When I decided to bike super far tonight, I actually went through the same process that I’d go through if I was buying something. First of all, my vehicle-based objection to the bike ride was... “My back tire is a little bit flat.” "Stephen, shut up! (Steve is talking to Stephen, the weak side of me) Go to a gas station and pump up the tire." And that's what I did. *"Oh man, I don't know how far I can go.”* “Don't worry about it, just set your Apple watch, Steve. Go ahead and press the button, and start moving.” “*Oh, man. I don't know if I have enough energy to do that?"* "That's okay, son. You got yourself some Keto from Pruvit, man." ...and that's what I did. Most decision-making happens in the process of the presentation script, not just sales. That's the purpose… that's what I'm trying to say in this episode. IT’S ALL SCRIPTED So, if you're like, "Man, I'm gonna go sell something. I don't have time to do a full-out perfect presentation funnel." Then DON’T... just take the idea behind it and lace it in these different places. Every single product that I'm selling right now has a perfect presentation funnel selling in front of it... at EVERY price point! It's NOT locked to a price point. It's NOT locked to info space. I use the perfect presentation script for EVERYTHING, it's magic. Probably three years ago, I realized that there was a hack to the game, and ALL I had to do was learn how to sell expensive things to people with money. That's it! Q: Guess what the best way to do that is? A: The perfect presentation funnel. Q: Guess what that means though? Guess where you can sell with it? A: ANYWHERE I was dropping voice mails on people's phones before OfferMind telling very brief two-minute stories to pre-frame their brains before they showed up. It's ALL scripted, baby! Every single little pause of my OfferMind speech. There was a lot of thought behind… What people are talking about. When the presentations were given during the day to break and rebuild false beliefs. The effect of All the presentations together. I love my craft, man, “Oink, baby. What's up? Oink.” I'm very prepared, I have never stepped on a stage unprepared. There have been many times that I’ve… Stayed up 'til 3 or 4 AM in order to prepare a speech. Slept a couple of hours. Given a speech. Then rested. It's that big of a deal to me to step on a stage prepared because there's a lot that goes into it. It's NOT about content, it's about beliefs and distribution. That's direct response marketing right there; beliefs and distribution - that's measurable. [chuckle] There it is, that's marketing. Anyway, and that's the latest way that I'm using the perfect presentation script. Alright, my friends, hopefully, you enjoyed the episode… ... and go do something freaky! #GetRich. #BOOM! SEE STEVE LIVE So several years ago, I walked by a stage in a basketball stadium. It was my college campus and I was deeply concerned with what I wanted to do in my life. For some reason, I looked at the stage and thought, "Huh, one day I wanna be on stage. I wanna be an entrepreneur and I wanna buy and sell companies." Well, while the last one hasn't happened ... YET (Muahaha)... stage and entrepreneurship have. And as my business has grown and my message has spread, a frequent question I'm asked is, "Steve, what stage will you be on next?" Now I totally get that this feels, maybe, a little conceited here... But considering my childhood fear of speaking up, being heard, extreme lack of self-confidence, and getting in front of people, back in my growing up days, I feel satisfied. I thought I'd tell you where I'll be in the world coming up. And funny enough, just literally go over to seestevelive.com, and it'll forward you to the next place. I love stage and it's one of my biggest things to look forward to in my current role in my business. From little 10 person masterminds all the way to gigantic 5000 person events - from free seats to paid events - events have always been one of the ways I can deliver the MOST value and get the greatest “AHA’s” in the shortest amount of time. Just come say *hi,* and go over to seestevelive.com.
	SFR 280: Next Steps After OfferMind 2019	24 Sep 2019	00:27:26
*Now that the event is over, here are some of the most important steps I'm taking in my business…* I just finished OfferMind 2019, and it was incredible. Now, that might sound weird *'cause it was my event’* but the reality is - it was REALLY good. And as Sales Funnel Radio is all about documenting the journey, I want to... Do a quick recap... Tell you where I’m at now... Explain what's happening now that OfferMind is over and WHY I’m in the process of DECONSTRUCTING and SIMPLIFYING... Tell you WHY hiding in the park is one of the BEST moves you can use to grow your business… OFFERMIND - THE RECAP At the time of me creating this episode, Offermind was a week ago, and ‘Oh, my gosh,’ the event was... This year OfferMind was 650 people, by contrast, at the first event last year, we had 140 -150 people show up. The event was super cool. However... The only problem is that most of the tickets were free. In fact, they largely were free; people got them as bonuses for buying other offers… And that's okay, but the downside is… It pre-frames the brain for FREE stuff, so when you go to sell, it's just harder. The #FACT is: It's a little bit more challenging to pitch a ‘FREE’ room. Now, I understand everybody is in a different scenario in their life and I'm not making fun of that at all, but that's just the reality. If it's a completely free event it's very different than if people just pay just a little bit. OFFERMIND 2019 - FILLING THE EVENT Filling events is hard! I kept track and we created 15 separate campaigns + 1 Ad Campaign Which means it was 16 Campaigns that I ran in order to fill this year’s OfferMind. That was HARD In fact... Running campaigns to fill the event was as hard as the event itself, if not harder. I always wanna do awesome and over-deliver for the people who come to my events, but it’s very challenging to do that... We had an awesome group of volunteers who are our social agents from my groups, and they volunteered to help set up a few things. (The AWESOME volunteers… Bonus Points* if you can spot me* 😉) We had an amazing company come and run registration for us - that's all they do at events. OfferMind cost about a quarter-million bucks for me to put on. AV is very expensive and Swag was 50 grand alone. And I know I just did an episode about this, but I thought I'd just recap to show you my next steps… THE FIRST RULE OF FIGHT CLUB SELLING OFFERLAB Most people don't know what OfferLab is yet. ...‘cause, like the First Rule of Fight Club: Don’t talk about Fight Club, right? 😉 OfferLab is pretty ridiculous and it’s NEVER been offered before - by ANYONE! So we sold OfferLab at the event and we had this really cool thing created. It was a packet with A LOT of cool stuff in it… However, I'm NOT gonna tell you about the offer right now 'cause I wanna share it with you another time. BUT… (and this is sooo cool!)... I had a stage rush. … and that says something. I spent five days creating the pitch. Before that, there was the ‘brainstorming’ and all these other things, but when I finally landed on it... I was like, “This is it! I’ve hit it! This offer is freaking sexy!” From stage, we counted $1.9 million in sales. MY FIRST STAGE RUSH Here’s what happend… I was pitching and showing more about what the program was worth and I hadn't even gotten to the price yet, and a guy stood up... I still remember it! Stage left, on the front, this guy stood up and started shimmying through everybody else to grab a form at the front of the room. There were tables at the front of the room, and this guy went and slapped his credit card down before I even said the price or did a price drop. It was so honoring. Then it was like a waterfall that started slowly… I think I spoke for an additional 10, 15 minutes while everyone got up... I'd never had that experience before, it was so cool. Brandan Fisher, (he created FishDawg Productions), is one of my good friends, he's also a guy that does a lot of filming for me and for Russell’s programs… He’s a very talented guy, who’s been around this world like crazy. Afterward, Brandan sent me a message and he's like: *"Dude, I've never seen anyone besides Russell actually do a legitimate stage rush. Huge congrats to you."* And I was like, "That's so cool of you to say, man. Oh my gosh." I was freaking out… It was so cool to have a stage rush. WHERE I’M AT NOW… It is exhausting being the speaker on stage, let alone putting the event together. Now, I had help, a lot of help… Austin and Colton killed it while we were selling OfferLab. ...it was tons of fun. But for three of us to pull off a 650 tickets event - that’s NOT normal. And we suffered because of it! I'd have no desire to go through that again, it was physically painful. I mean that in all reality. The event was in Boise and I always stay at the hotel that I'm speaking at... 'cause I need to stay in the game. After day one, I went back to my hotel room… I'll just tell you right now, I was in a lot of pain… and the type of headache that comes from something like that is pretty big. And what I always do, especially when something is that intense, is grab the hotel towels and ice, then lay them out on either the floor or the bed… … and then I wrap my legs in ice till they're completely numb. You gotta get enough ice so that it doesn't melt - it sticks to your skin and stuff. So I totally iced my legs and numbed them out. I've had some people reach out, and ask, "Well, Steven, why do you do it then?" What are you talking about? Do you know how many lives I that just helped? .. whether they bought my program or not (which I think everybody should)! 😉 You might laugh, like, "Well, of course, you would say that." Okay, but seriously though, whether or not they bought, that was one baller event. I mean, my gosh, the raving reviews. I saw one negative review, and it's because we didn't have the piggy banks there. I was supposed to give piggy banks out 'cause it was part of the offer. TURNING A NEGATIVE INTO A POSITIVE It was so frustrating… We ordered these piggybanks from a company in China, and they were like, "Okay, it’s on its way." We were like, "Sweet, they’re gonna be here well within enough time." Then a few weeks later, we got a message saying, "Oh, the plastic to create them is almost here." We were like, "Okay, but that's NOT what you said. You said they were on the way!" So, what we're gonna box each of those things up,( 'cause we said people would have them, so we owe them), and ship them out, on our penny, to EVERYBODY who was at the event along with something else as well... Which is super cool! So negative thing turned into a positive, you know what I mean? Just super frustrating, #OurBad. But that was the ONLY negative comment I heard about the entire event And usually, there are some negative comments that pop up … I've done A LOT of events and A LOT a lot of speaking, in A LOT of places… And there's ALWAYS someone! But it was an awesome event ... Oh my gosh, it was awesome! WHAT NEXT? So the event was on a Monday and Tuesday… On Wednesday, I woke up... and I don't think it had hit me yet. I was tired, but, to be honest, I was riding the high. 1.9 million? What? Crazy! It was super exciting and very honoring. So, anyway, we had to go and clear the event room; the AV team and Boise Center dealt with most of it, but we still had stuff, upon stuff upon stuff to deal with. There was a huge room full of leftover swag...‘cause we ordered A LOT of EVERYTHING! So we rented a U-Haul, (that's how we got it all there in the first place), and it took two trips... We had two U-Hauls worth of stuff. Then once we dropped the U-Haul off, Austin, Colton, and I just started fading... We wanted to go see a movie to celebrate real quick 'cause we knew that it was about to hit the fan again… 'Cause now we have to start putting all the stuff together for onboarding, meeting, calling people, and stuff like that... And it's just a whirlwind. So we went and we decided, "Hey, let's go see this movie." I didn't eat for almost the entire event. I was just so dialed in that I didn't realize. Day two, I didn’t eat for the whole day; the first time I ate was at 10:00 PM room service. I just forgot. Day one, I think I had some food. Wednesday, when we were tearing down the event, we had a little bit, but not really. … so we were starving! We were just super hungry and just sprinting around - none of us really slept much. At the end of the event, we went an ordered $71 worth of concessions from this crappy movie theater. It was the MOST dumpy movie theater I've ever seen in my life. It was so bad that sitting down made me wanna wash my hands. … it was so bad, but we just didn't care. I don't even remember really what the movie was about. I don't even remember the movie we saw… Oh, it was the new Men in Black, it wasn't that good. Not enough of a heuristic journey in it. And that's where we've been, and that's the recap on what happened. The event cost a quarter million, we pulled in $1.9 million ...which is exciting and impressive. Obviously, I feel really satisfied with it. But you have to know, I'm tired… #REALLYTIRED! It's taken me a week, and even then I'm sleeping like 10 hours every night trying to catch up. I'm chronically exhausted, and so I've started thinking through the longevity of me, and what does that require? WHAT’S YOUR COOKIE? So we have this tradition in my business called ‘The Cookies.’ I say, "What's your cookie?" Then we decide, "Okay, what would I want that's around 500 bucks?” ...and we each name what our individual motivational cookie. And when we get our critical things done we go get the $500 thing… … that’s OUR COOKIE! Right now, the critical things in the business are: An office An assistant for me A full-time support person to just answer questions because people lose their logins, (which is fine, it's just part of it), or whatever. And so what I've been doing this past little bit is just thinking through the strategic moves I could make in the business to save ME... 'Cause I'm NOT the business, but in the last few weeks, it has felt that way. REMOVING ‘ME’ FROM THE BUSINESS We're finally getting to a growth, a speed, and a phase where I need MORE people and an office. I've been ‘appropriately annoying’ certain realtors in the area... “I would walk into an office tomorrow. Show me a dang office!” *The squeaky wheel gets the oil, right! 😉* I've bootstrapped out of a room in my house that's technically my office... But we're too big now, meaning there's three of us in this little bedroom. I’ve got three kids screaming on the other side of the doors, and that's actually the real reason I started yelling on podcasts. Most of you don't know that… 😂 I’d hear a little rivalry going on between my first and second kid, and that's the real reason I’d yell… I’d just hear them start to go at it, and I'd be like, "And you're gonna build a funnel!!!!” ...it's part of the reason why I'm out at the park right now! I love my kids, and I never ever, ever, ever, ever wanna stifle their energy levels, so I need to move. I'm all for bootstrapping, there's no reason to spend money you don't need to, but now is the time... So the office, the assistant, the support person, those are the next strategic moves that I'm making. IT’S MONDAY, BABY! The other thing that I'm doing is diving heavily into onboarding systems and processes. I’m actually moving a lot of my systems out of Trello. If you guys are like, "Steven, I don't understand what you're talking about." I totally get it. Project management systems are awesome but they can also be a big pain in the butt. Sometimes they're too intensive. I love Trello, but I need something that's less breakable for users. I need something that I don't need to educate my people for. So we're switching to monday.com 'cause “It's Monday, Baby!” I should be an affiliate for them, that'd be fun. So we're changing and transitioning everything from Trello to Monday... and we're putting more onboarding processes in place. I have a back-end phone team set in place. I have a funding team set in place. ... and that's where I am. BUILD SLOWLY So right now… There’s a lot of stuff in the air, but it’s on purpose. And I wanna drop one little nugget here. I always want to build certain things slowly. I heard Dana Derricks mention this as well. He's like, "Yeah I wanna build stuff slowly so that I can build a system behind it." And I was like, "Oh, that's awesome." I'd been building that way, but I’d never put it into words like that. I like to do is build these systems slower than it looks like I could because I'm building a system behind the system. 80% is already done, but it’s that last 20% that makes it more turnkey... The last little 20% putting the systems into place... I do slow, and it's so that I can critique my own thing. MY FAVOURITE SEMESTER Back when I was in college, one of my favorite times was a semester where we had no classes. The ONLY thing that we had to do was to start a business from scratch, and the professors were NOT allowed to help us or give us any instruction. All they were supposed to do is… Put us in groups Assign us an industry Watch us build an actual real business for real money. … and that's what we did. It was one of the greatest educations in all of my college experience. I was with this group of 15 other students, and they put us in the food business. I suck at cooking. I have no desire to learn cooking, I just don't. I'll pay for someone else to cook me food, and I do. So when I heard I was in a food business, I was like, "Oh my gosh, are you serious? I don't wanna do this." I was mad about it. At that point in my life, I was already gung ho entrepreneurially and everyone knew that, so they voted me as the CEO. I was like, "Crap. Dang it, I don't wanna do this." ....and what happened was every single decision was being placed on my shoulders… EVERY DECISION! For example: We were selling empanadas, I didn't even know what they were. Someone would say, "Stephen, we've got these logo designs, which one do you like?" (Back when I thought logos mattered 😉) And I'd be like, "Oh, let's go with that one." And then someone else would walk up to me, "Stephen, do you like this flavor empanada or this one?" And I'd be like, "Which one does the customer like more? Sweet, let's go with that one." "Stephen, the supply chain's having an issue and we're having an issue with a certain kind of ingredient, it's not gonna show up till this time, but we think we can hold out if we cut back recipe usage of this one ingredient for a little while." “Okay, cool let's do that.” It was *MURDER* For the first three, four weeks of that semester, I was dead. Then for some reason, I was like, "Oh my gosh, that's why you create departments." And that might sound funny... but I just didn't know that. So I was like, # "You five, you're gonna go over, you are now in charge of finance. Please keep track of all the numbers, make sure our margins really are what we think they are. Help me know what we can spend on marketing stuff." ('Cause I thought marketing needed a budget back then.) # I was like, "Cool, you five over here, you're in the supply chain, please order all the stuff mix, we have enough things that we can survive with. Make sure you talk with finance to make sure that the stuff you're ordering can actually get paid for." # Then I went to marketing, "Hey, what's up, marketing?" ' (I thought marketing should be a department by that time also.) I was like, "Hey, marketing, please bring in more sales, we really need to bring our projections and how much money we're gonna make by this level, by this time." And that helped. Another week would go by, another two weeks would go by, but I'm still having all these people come in. So then I created department heads. I was like, "Cool, 80% of decisions are gonna be made by these heads. I'm just going to work with the heads of each department daily, that's it…” And I went to them. And suddenly our little fledgling system business actually started growing wheels, and we did quite well selling broke college students empanadas. We had health inspectors come on in, and it was a crazy cool experience. One of the reasons why it did so well was that halfway through the day, during the middle of the busiest seasons, I would disappear. You see where I am right now… 😉 #ParkLife I disappear to observe my system. IT IS YOUR FAULT! One of the issues people have when they start putting together some of these things that I teach is that they think it's the person that should be held responsible. Now ultimately, sure, right! But that's NOT actually what you need to be judging the success of your marketing with. You judge the system, not the person. There was a time a while ago, (this isn’t happening right now)... There was a time a while ago, I was like, "Why aren't these individuals doing this thing that I asked?" And after a while of being completely belligerent in the way I was judging the person falsely, (which I shouldn't have been), I realized… "Oh my gosh, my system sucks. It's NOT the person.” Q: Have they ever had success? A: Yes, they have. So it's NOT them, it's my system, it's ME. And taking that level of ownership and realizing that, "You don't have a process in place..." That's helped me like crazy. So why am I bringing that up right now? I'm bringing that up right now because we have one of the most incredible programs ever that cause A LOT of success for people in the funnel and marketing world. This is a powerful program, I know it is. It's NOT cheap but it's powerful. And so my role in the program is NOT to do the program; my role is to tweak the program. My role is to look at the systems and the structures that deliver what we promised and tweak the processes. That's my role. So when I talk about the next steps: We're getting an office We're getting an assistant We're getting a support person Frankly, it’s ridiculous that we haven't had those things yet. I'm just gonna be honest… We're kind of dying and it's a little bit insane that we haven't got that support yet. Sooo… My role is for the next little while here is to solely focus on the process for the fulfillment for these things. MAKING IT SIMPLE Here’s the question I’m asking… How can I make it so stupid simple for every client that comes in? (... it already is, but how can I keep doing that?) I'm gonna ask the question again and again and again… That's where simplicity comes in. *YOU MAKE IT SIMPLE* I probably spent 20 hours cutting OfferMind material, NOT adding complexity. I was chopping stuff to make it so simple that everyone would get it, and they did. And I know that’s one of the reasons WHY the event has been raved about so much on the Internet. I chopped stuff out, I didn’t add. There’s a quote from Ray Kurzweil that says: The purposeful destruction of information is the essence of intelligent work. Don't keep trying to make stuff… Instead, see how much you can take away. And that's the key with it. that's the key to building processes... that's the key to ANYTHING you're delivering. I'll tell you… Russell gave me some advice a little while ago, and he's like: "Hey man, if I was ever to start this over again, I'd focus on certain areas, but instead of doing ‘this and this and this and this and this and this and this and this and this…’ I would make my product do ONE THING really well." And I was like, "Oh that's gold, my friend.” #Gold Anyway, so I know it's a longer episode here, but I just wanted to recap what’s happened and what my NEXT steps are. So super excited about it, really honored by it! I’m pumped to have those of you who are in OfferLab with me - 'cause this is pretty ridiculous. #DevelopingMyCatergory. BOOM! If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on *all the strategies, right? That's also good. But the hardest part* is figuring out what the market wants to buy and *how* you should sell it to them, right? That's what I struggled with for a while until I learned the formula. So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it. *Wanna come?* There are small groups on purpose, so I can answer your direct questions in person for two straight days. You can hold your spot by going to OfferMind.com. Again, that's OfferMind.com.
	Stu McLaren Shares 3 Effective Ways to Increase Subscriber Lifetime Value (LTV)	09 Nov 2023	00:31:09
It’s harder to go down these product creation rabbit holes because all we think about is just creating one new offer after the other. Why not create an excellent offer that people want to consume forever? That’s what basically came into Stu McLaren’s mind one day. Stu is one of those people that I look up to and consider to be the category king of the subscription model landscape. He knows pretty much everything there is in building a profitable subscription business. Luckily, he’s here on the show to share three surprising tricks to increase your subscriber lifetime value and live off recurring revenues. Here’s my conversation with Stu. Key Takeaways: Introduction (00:00) How Stu McLaren started his subscription-based business (02:59) The magic of memberships and recurring revenue (07:34) Mistakes most funnel world people make (13:33) How to increase your subscriber lifetime value (17:52) How to help your members build meaningful connections (25:04) Episode wrap-up (29:59) Additional Resources - Connect with me here - Interview me on your show --- Download Season 1 episodes here --- 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!
	SFR 279: OfferMind Event Walkthrough	20 Sep 2019	00:24:51
Here's a sneak peek of the event hall, the week before OfferMind. I walk through some of the event psychology… I’m about to take you back in time to four days before my 2019 OfferMInd Event… So I can reveal to you… The secret sauce of how I set up an event Why I think that is that the last few years have evolved the way they have…‘cause it's NOT normal. Why OfferMind is NOT a funnel event (and what type of event it is). Why I HATE bad swag (and where I get my haircut 😉)! The extremely special venue I’ve chosen for OfferMind 2020 OFFERMIND 2019 TIME TRAVELING I’m standing in the Boise Center where, in ONLY four days, OfferMind2019 is about to take place!!! It’s a beautiful place with lots of salespeople hanging out below me in the courtyard! I'm not finished with my slides or my presentation… and we have a ton of swag to stuff… But I want to take a moment to show you around and share some fascinating event psychology that you may not be aware of. What's fascinating is that I’m completely aware that… What I am doing right now is NOT normal for the amount of time that I've been doing it. … it's NOT a boasting thing, but it is a reality. I haven't been graduated from college for even four years yet, which is nuts! I'm pretty sure we just crossed $2 million in total revenue, and now we have an event that’s gonna be around 650 people - that's crazy! Let me ask you a question… Q: How many people have built a funnel? A: A lot of people have built a funnel. Q: How many people have built a funnel that has made no money? A: A lot, right? … and that's rough to say, but it's true. However, it's NOT the funnel. It's the person. At the time of me making this video, we’ve sold 624 tickets and for the last few months, we've been selling roughly 10-tickets a day… I don't know why, but that's about what we've been at for a little while, and it's pretty steady. Selling events is hard. It's one thing to sell a product on the internet, it's totally different to get somebody to… Book a plane ticket Find a hotel Make arrangements Take time. You know what I mean? FROM CLICKFUNNELS TO OFFERMIND I left my job, January 1st, 2018 - that's when I officially pulled the cord and decided to be a solo entrepreneur… I very quickly realized that being a solo entrepreneur is the same thing as being broke. You need a team. You need people. So things have changed a ton for since then… and next year’s OfferMind is gonna bring things full circle for me in an exciting way… But for now, let’s go back to OfferMind 2019! So when people enter the building from the courtyard, they’ll use the escalators or the elevator to get to the event hall. Registration is gonna be in this room…. We're flying in a company that ONLY does registration for events - ‘cause the registration process has gotta be *smooth like butter. We have these iPads loaded with all the ticket data, so you come in and you plug in the email that you bought with and it finds your record… And then, right on the spot,* it actually prints out the ticket. It's really cool. Everyone gets a tag, but if you're a VIP you get an extra little tag that says ‘VIP ‘ - that gives YOU access to a bunch of stuff. You get a t-shirt, a ton of other things THE WAR AGAINST BAD SWAG! Oh, my gosh, our swag is *soooo* good!!! I hate bad swag. I owe it to my message to make nice swag... and so, I do. This event cost me a solid quarter million. SOLID I love what I do and I want people to have a good time when they show up. And when I say “This is marketing,” I can't be the guy who has no proof in the way he's living. *I owe it to my message* It's NOT about showboating 'cause I certainly don't do that... Man, I get my haircut at SportsClips 😉 So, swag-wise, people are gonna get… Awesome shirts. A cool notebook. An event book, which is like a magazine, literally, in fact, I think a magazine company is printing it. Different ribbons if they've done the One Funnel Away with me or bought some of my other products. There are about 30 amazing incredible volunteers showing up to do and I'm so appreciative of them. We got A LOT of swag to set up. We have from 1 PM to about 4 PM Sunday to stuff swag and get things ready. AN OFFER HE COULDN’T REFUSE! Some people have asked, "Stephen, why did you do the event on Labor Day?" Well, if you go back to Sales Funnel Radio (maybe 50 episodes ago)... The title of the episode is How I Pitched Russell Brunson to Keynote at OfferMind. ...I went through, in-depth, the offer that I sent to Russell in order to ask him to speak - ‘cause he doesn't speak at events anymore… So how did I get Russell to turn up at OfferMind? And, NOPE, it wasn’t just because we have a relationship - I was NOT willing to rely on that. Part of the offer was that he got to choose the date. That way, it was very hard to say, "I just don't have the time." We were like, "Well, we’ll move it," and we did! OfferMind was supposed to be in July, and then we thought maybe August... and then we were like, "What about October?" One of the reasons we got Russell was because I was like, "Well, you get to choose the date.” ( … some of the others were Sushi and massage, but you’ll have to read the blog post to find out more 😉) KEEPING THE DREAM ALIVE For people who came to OfferMind last year, we're actually doing a special breakfast for them on the morning of day one. I'm gonna meet-and-greet and say, "Hey, thanks so much. Thanks for keeping the dream alive." This is my second OfferMind, and the first one had 150 people - this one has 650! That’s NOT normal growth in one year. (...in fact, I think, it's only been 11 months.) GET RICH GIVE BACK So anyway, as you walk back out to the main foyer, over on the side we're doing an OUR donation. OUR are actually bringing a booth - it's super heart-warming. I gotta be honest, I'm actually really excited we're doing that. It's one of the things I'm most excited about for this event, frankly. We also have a swag store that's going right over there, 'cause all you all love the Capitalist Pig... We also have ClickFunnels coming to talk about One Funnel Away. ClickFunnels is coming to freaking OfferMind. They're gonna talk to people about One Funnel Away. They're also gonna be inside the event for certain things, which is super exciting. WHAT!!! It's one thing to get Russell, (which is really hard), but to get ClickFunnels to come, I was like, "WHAT? How about them apples! What's up son?" OFFERMIND EVENT ‘SECRET SAUCE. PSYCHOLOGY You need to understand that one of the reasons events work is because you transport somebody. So next year's OfferMind is actually in San Diego in the same room that my first Funnel Hacking Live was in. OfferMind 2020 is in the same room as Funnel Hacking Live 2016. … it’s kinda like, "Let's tie the bow on this, let's go full circle!" We already have the room… But what's funny is that when I saw the room, I did not recognize it. And that’s a very key point… When you set up an event, it’s my belief that people can't realize they're even in a room - it has to transport them to a different scenario. There are very few things on this planet, in my opinion, that are more effective than attending a live event. I'm a sucker for live events; I think I'm speaking at six in the next 10 weeks after OfferMind. I'm speaking A LOT this fall. And you have to be able to transport people to a new scenario when they come to an event. So, at OfferMind, there’s gonna be... A really cool truss system with BIG speakers. A MASSIVE TV Screen. Signage ALL OVER the place. A HUGE OfferMind logo plastered on the window of the building. Music BLASTING. We’ll have around 650 people, and about 100 are gonna be Early Access. The doors will stay closed on purpose until right before the event because there needs to be that feeling of anticipation! So the doors are gonna be closed, they cannot just walk in. At 8:30 AM, we have VIPs walking into Early Access... and then at 8:45, only 15 minutes before the event starts, the rest of the doors open. AND IT STARTS… and there's gonna be smoke and lights! *It has to transport people* And maybe there's a better way to say it, but if they came back to this room a few years later, (like I did at Funnel Hacking Live), they should NOT be able to recognize that this was the room they were in… That's happened at pretty much every single Funnel Hacking Live event I've ever been to. The change of scene pulls people out of their comfort “I'm gonna stay the same way I've always been” zone… … so they actually have the ability to make some real changes in their life. There’s a little state control with it, but what's MORE powerful in my opinion, is that people are doing things they've never done because they're in a place they've never been. They're in a state that they're not used to being in, and they find out: “Good crap! I am capable of more in my life than I knew that I was previously.” That's why you do it. It's a pre-frame for everything that they will hear on the stage. So anyway, the room itself… UP CLOSE & PERSONAL I don't like deep rooms, I like shallow rooms that bring the people closer to the speaker and the slides. So we're changing the long hall to a shallow room…... ...and the backdrop is gonna go across the whole back part right there. There's gonna be tables for everybody, which I like because I take A LOT of notes. My first Funnel Hacking Live, I took 56 pages of notes. I found the notebook the other day too, I take a lot of notes. Have I ever reviewed them? No. That's not the point. That's how I learn. When I process and I'm thinking, I take notes. For some reason, adding an action really helps me learn. I don't care if people don't read their notes, I hope they do, but that's beside the point. We’re gonna have tables for everybody so they can go in and take notes. We have the coolest looking notebook ever and a beautiful pen, which might sound cheesy, but I'm a little bit of a geek for that. I don't need a crazy expensive pen, but I like a good pen. We've got water bottles and there's an event book. The event book is the guide of the event and the schedule of when things are happening. We don't put times on speeches, because we don't want people cherry-picking which ones they wanna go to. Events are crafted in an order. You're supposed to receive the event in ‘an order’. In my opinion, almost as hard as filling the event, is coming up with the event order. A lot of times you'll see people who have never thrown an event before, and they just like, "Who's speaking next?” Urgh, NO! Events are meant to be consumed in ‘an order’ because they're experiencing a webinar over two days. We’re obviously recording it, so I've got photographers walking around all over the place. I have multiple videographer companies - 'cause we need a lot of creative. I want people to find themselves in the pictures when we release them to everybody else afterward. I think it's crazy that events will keep their pictures of the audience. Man, if you give that out and share around, it is the craziest pieces of social proof ever. Don't wanna hang on to it. I want this to be a well-documented experience. And if the audience can't do it, then it's such a big deal that I will spend a lot of money to create the creative and then hand it out afterward. It's a BIG deal. I spent a lot of money on creative and AV and stuff like that. AV is very expensive, but that's okay.... It’s part of the experience. It needs to transport them. HOW I AFFORD EXPENSIVE THINGS IN MY BUSINESS… Let me tell you… I would NOT be able to afford this event with my current cash flow levels had it not been for affiliate marketing. That's another affiliate marketing plug 😉 Go to makeaffiliatesgreatagain.com. (of course, it's a playoff the Trump thing, come on), and you can see how I run all my affiliate stuff. In fact, I give access to a lot of sweet programs for FREE. Anyway, that's beside the point… 😉 But that's how I've been able to pay for all the stuff that I do. I actually do what I teach. Whenever I need to pay for something expensive, I'm like: "Hey, here's my normal cash flow levels... We're only allowed to scale ads to a certain level, (thank you, Facebook, or wherever we're putting ads)... So even if we did scale as aggressively as we could, it's still not gonna be the cash flow level I need in order to pay for something really expensive... *How else could I pay for that?” I watched Russell solve that problem multiple times with a much higher price tag. Entrepreneurs are problem solvers.* OFFERMIND 2019 - WHAT HAPPENED? OFFERMINDDAY #1: Who Spoke... Steve Larsen Dana Derricks. Dana talked about how to find your Dream 100. I think everybody has at least a bit of an idea on what to do once you have the Dream 100, but figuring out who to put on the list is very hard. It's kind of a challenge - you don't take people off your list easily, so who do you put on and who do you NOT put on? Brad Gibb - my personal finance coach). (I did an interview with each of these speakers, check them out…) Brad Gibb talked about what to do to cash flow ‘personally’ harder from your business. The reason this is important is that… There are A LOT of Two Comma Club Winners who are broke - their business has money, but they don't. And so Brad’s taught what to do to actually get paid and compensated for the hard work that you do. So Brad taught personal cash flow tactics. I taught my process; last year was good, but it was pretty nerdy… This year was very different. By the end of day one, people had a clear idea of what their offer is and why it will sell. That's another thing I've noticed when listening to people who've made money... A lot of people don't know WHY they made the money. You should be able to have a clear understanding of your message and your offer. OFFERMIND DAY #2: I'm gonna talk a lot more about campaigns and how to go create campaigns. If you’re thinking, "Oh I know what a message is..." *I highly doubt it* I highly doubt it you will have heard about it in the way that I talked about. In fact, I've had a hard time calling it ‘a message or an offer” 'Cause I don't want people to think they know what it is. It probably isn't what you think A campaign, definitely not - that's a dying term in today's direct response marketing world. Myron's gonna share more about how to offer your offer. …. *how to actually offer what you've created. And then…* Russell's gonna come on and teach about what we call Level 10 Opportunities. What's interesting about some of the things I've watched Russell go through is… Same skill set, different vehicles, vastly different increases in revenue. So choosing the business model matters. This is NOT a funnel event, it's a money event. And next year, same thing, but we'll have different speakers probably every year. But, anyway, it's not a funnel event. It's hardly an offer event. You're gonna learn offers, but it's really a money-making event, #Oink. I'm really psyched about all this stuff. It's extremely rare for how long I've been out to do something this big and I get that, and I feel the pressure of it. I’ve not been sleeping a lot, which is just part of the game. And I always get people to reach out and say, "You should sleep." No. I'll sleep after it's over! SELLING OFFERLAB Of course, I'm gonna sell...come on! My program is called OfferLab and I haven't been that public about it 'cause I've been testing it for the last year, making a lot of tweaks. This is the second year that we opened enrollment... We had 200 of these awesome boxes that are stacking way up high on this super tall window. They also got what we call the golden ticket to get picture with me on stage. My program's good and it changes tons of lives. I know it's good, so I have a responsibility to sell, and I hope you treat your product that way as well. I really look forward to selling, it doesn’t freak me out. I'm actually really stoked about it. I wish we could just start with that. We did sales tables at the front of the room and no sit down ‘one-on-one’ conversations with sales guys. ...if people like it, sweet. If not, that's fine too. It was low key, it's NOT a high-pressure thing. I'm also sharing the patterns I found among four or five old school marketers of how they behaved when selling products. ... and it's one of the reasons my stuff has done so well. I looked historically at what all the old dead guys doing before social media and the easy cop-out ways to promote were even around. I'm sorry, did I say that out loud? 😉 Well, I found those patterns and I've been applying them! ...and I'm gonna share that too. Alright, guys. I'll see you later. If you guys want to come to next year's OfferMind, we'd love to have you. For next year's event room, I don't wanna go above 1000 people. I just don't. For Funnel Hacking Live or other people's events, 100 people to me feels a little bit small. Maybe I'm just kinda weird that way… When it's a higher ticket program, I want it a lot smaller, and that's how it is with OfferLab - it's way smaller than this because it's very workshoppy. I literally walk around the room and spot check people's funnels and offers and campaigns. It's really fun. So, for San Diego, we'll probably cap the room. There's 650 at the last OfferMind, and I'm seeing where things are moving. I'm seeing what it takes to put on something like this. I don't want the room over 900 or maybe a thousand. I just don't. So, go to offermind.com to get a ticket and more information. I'm hoping that this is inspiring you - that's the whole purpose of this episode. It's NOT to showboat. It's to say, "Holy crap! It's been 20 months only, not that long." A lot of times, you can pull amazing stuff off as soon as you get out of your own way. Funny enough, for me, one of the biggest keys was confidence. I’d love to have you come to OfferMind next year. Get rich, my friends. BOOM! If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on *all the strategies, right? That's also good. But the hardest part* is figuring out what the market wants to buy and *how* you should sell it to them, right? That's what I struggled with for a while until I learned the formula. So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it. *Wanna come?* There are small groups on purpose, so I can answer your direct questions in person for two straight days. You can hold your spot by going to OfferMind.com. Again, that's OfferMind.com.
	SFR 278: Do I Have Too Much Follow-Up?	17 Sep 2019	00:15:50
*I'm frequently asked how you know when you’re following-up too often? Here's my answer, some stats, and a few guidelines to consider…* "Steven, how much is too much emailing? How much is too often to follow-up with somebody after I try to sell them?" (Those of you who are experienced might be chuckling just a little bit here…) But or those of you who are brand new at this game or haven't had success yet - this follow-up question is pretty common for me to get asked! And funnily enough, the answer is very, very simple - so I wanna give you a few examples to illustrate. SALES FOLLOW UP? I recently heard Frank Kern talking on Instagram. He had this bowl of mints and he put them in 3 different piles… A small pile of mints = people who are ready to buy. A medium-sized pile of mints = people who are ready to buy in the next 60-90 days. A HUGE pile of mints = People who will buy sometime in the future. He said that one of the biggest mistakes people make is ONLY targeting those who are ready to buy immediately. Funny enough, he said that it's not actually those who are ready to buy right now that you need to be focusing on… You should actually focus more on the second group who’ll be ready to purchase in 60-90 days And I totally get what he's saying. By all means, #GetTheSale by focusing on those people who’re ready to purchase… But don't neglect those who need to wait 60-90 days in order to buy… *… because it’s actually* *a much larger pot. I was like, "Oh, that's super clever."* One of the major benefits of publishing frequently, (if you've chosen to follow my advice and do that), is that it allows you to warm up the 60-90 day pot. HOW TO FOLLOW UP WITH LEADS... So here are the general questions I tend to get asked: How much follow-up is too much follow-up? How many emails are too many? Can I send more than a few follow up emails a day? My standard follow-up sequence for a funnel is usually about five days long... However, there are other scenarios where the follow up is much longer than that. I was talking with Trey Llewellyn, (we both went to Myron Golden’s speaker training event)... I was like, "Holy crap, that's Trey." And Trey looks up and goes, "Oh, my gosh, that's Steve. Look at those eyes." Anyway, we were chatting and he told me about one of his webinars where he's got something like a two-month follow-up sequence. I was like, "Holy crap, that's BIG!" He goes, "Yeah, yeah, I know." He told me that he ALWAYS gets a few more people buying because of the length of the sequence. There are A LOT of marketers who will wake up and add an additional email at the end of a massive email sequence... ...so now they have this year-long email sequence. Follow-up is EVERYTHING. I FOUND THIS IN MY CUPBOARD! When I was doing door-to-door sales, they handed us this manual, and I still have it. 😂 I found it in my cupboard ...and it has some really interesting stats about follow up. This is actually from that old door-to-door sales manual: “If you've ever watched a four-year-old, “No!” doesn't bother them. So the next step is just to keep asking. Don't be stopped by the first ‘No’ - continue to ask for the sale until they give you a ‘Yes!’” Now, if you’ve studied any kind of sales, or if you are a salesperson, you know that the first “No” is actually when the sale begins. When your prospect says “No” ...it actually guides and helps you know what you should be doing next. So this is a powerful principle to understand 'cause most people think “No” means NO! But usually, ‘No’ means… "Not right now." "Hey, I can't focus on this right now." Most people are NOT ready to purchase right out of the gate. To illustrate my point, I'm just gonna read you a few stats... F 47% of salespeople stop after the first “No”… That means that ALMOST half of salespeople NEVER follow up. You might be thinking, “Well, Steve, that doesn’t apply to me, I’m NOT a salesperson!” BUT… If you're an entrepreneur, make no mistake, you ARE a salesperson. That means that almost half the people who are out trying to sell their things never ask more than one time, EVER! Think about that… *that's crazy!* YOU’RE LEAVING MONEY ON THE TABLE Most people never even do just one follow up and, let me tell you, the majority of my money comes from follow up. But most people don't even follow up once… #CRAZY Twelve percent of people will fail to follow-up after the fourth rejection. However, statistically, it takes six to eight follow ups before MOST people are willing to say “Yes.” Now, there’s a way to follow up that's annoying… ... I'm NOT telling you to do high-pressure sales. However, I looked at a ton of credible sources for this data, and it confirmed, "Yeah, a lot of times people need more follow up." But… That doesn't mean you gotta bug people... That doesn't mean you need to be annoying... There's a way to do follow up with A LOT of value. ASKING FOR THE SALE You’ll notice that a lot of my Sales Funnel Radio episodes have the same outro and the same call to action at the end of the episodes. I use the same outros over and over again. That's me asking *‘again’* for the sale. So understand what I'm telling you about here… You can continue to ask over and over and over and over and over and over and over … But it doesn't mean you need to be annoying…and it doesn't mean you need to be high pressure. In fact, I ask you to NOT be high pressure, because that's gonna be hard on your future sales… … you’re really gonna piss people off! Here’s another stat for you: 94% of salespeople fall short after the fifth ”No!” But if you think back to what Frank Kern was talking about… Most people need the 60-90-day range to make a good decision. That doesn't mean don’t get sales from those who are looking to buy, it just means don't neglect the greater percentage who aren’t ready to purchase yet. There’s a ton of marketers who are solely email-based, and they just add another email or two to the end of their sequence… *... and they end up with a giant sequence.* I think the longest one follow-up sequence I've ever heard of is well over a year. You join their list and it's all automated and the money comes in during the follow up. DON’T BE AN AMATEUR I think it's Brendon Burchard who says that he spends aggressively to acquire customers. He's willing to be in the hole for several months because… The follow-up is where he makes his money. You've probably heard Russell Brunson mention that amateurs focus on the front end… … and the reason why that’s true is that the professionals know that people joining your list is NOT enough - you gotta go follow up I’ve got a few students that ask *“How many times is too much?”* ( ...and I wanna get into that in a moment with you) But during my research, I found one blog that was kinda funny; it said that there are only a few scenarios where you should stop following up with somebody… If they die. If they send you a cease and desist letter. It was joking... but there's some seriousness to this as well... 😂 Another reason to stop following up with a prospect is… If someone buys from you. But then you should just start following up for the next sale. I think we get a little bit weak on our follow up 'cause we get nervous. However… There's a way to follow up while adding a lot of value ...and I ask you to follow up in that way. THIS MAY PISS YOU OFF! When I'm creating a follow-up sequence I do a standard five emails; usually, within three days. That's just kind of my standard rinse and repeat version. But I don't want just anybody on my list! It common practice for some marketers to routinely download their list, and then remove everybody who hasn't opened their email for a while… …. and from an email deliverability standpoint, I get it. But from a marketing standpoint, I have to say, that “I feel like that's somewhat of a failure to do that…” So instead... I want people to NOT like me so much that they opt-out. #GOOD! Think about how much I spend to put somebody on a list… and then I go take them off??? In my opinion, they should opt-out because I've been aggressive in my marketing and because they’re truly just NOT a fit. I would rather people opt-out my list than remove them myself because I was NOT marketing hard enough. Does that make sense? LIST MANAGEMENT LARSEN STYLE… I honestly, I don't take anybody off my list... Instead… I'm very loud I'm very opinionated I’m very polarizing ....about what I believe or don't believe in! I'm so aggressive that people will opt-out if they’re NOT a good fit. I use SendGrid and I've got four different SMTP accounts… Across the board, my open rates are like 40% higher (for the most part). Most of the click-through rates are significantly higher than is usual. My reputation is at the 99% level and higher. … it's awesome! And I think it's because *I truly do share a lot of my opinions on here. If you like it = awesome. If you don't like my opinions = you opt-out and leave. In fact, some of the funnels I've launched in the last four months… For example:* Any time I launch Make Affiliates Great Again, I mean, come on, it's totally a play of Trump's thing; “Make America great again!” We even put Trump's toupee looking wig on top of the logo. … and it was offensive to people! I knew it would ruffle some feathers, but I didn't realize how many feathers it would ruffle. It was A LOT of feathers. People started opting out…. #GOOD I wasn't like, "Oh my gosh, how many unsubscribes there are?" I would rather it was that way; I don't wanna go clean them out myself. I want them to opt-out. The Capitalist Pig thing; people opt-out… … that's okay. I get about 80 to 100 people joining my list a day and I think I get 10 to 20 leaving every day too. I’d rather be that way. I'm gonna clean house, man, but I'm doing it with a marketing message. Meaning, I don't wanna go send it to some list scrubber. THIS WORKS! Here are the rough numbers to prove it… 😉 Every single month, I usually make about 30 to 40 grand in front-end kind of offers. And if you're like, “Steve, I don't see any front-end offers?” It’s because I treat my affiliate things as front end offers, and we do 30 to 50 grand a month in those things… Now, if we didn't do any follow-up, if there was nothing else I could push too, it would end there… But we actually do anywhere from 120 to usually 200 grand a month. So we're making another couple of dollars per person we're bringing on in. The fortune’s definitely in the follow-up YOUR ‘NEW’ FOLLOW UP STRATEGY So when people ask how much follow up is too often, I don't know… I haven’t found the limit yet! When people build lists and they say, “I don't know what to do with it?” - my answer is SIMPLE... Man, send messages to them! If they don't like it, then they’ll leave and actually do you a favor *... so don't worry about it.* I get it, I had the same fear. However… The faster you get over the fear of following up, the faster you're gonna have a thicker wallet. That mentality in your head is directly tied to revenue. So think through about how you're gonna treat your follow-up as seriously as your promotions. What's the follow-up sequence you're gonna go put together? What’s your rinse and repeat follow-up sequence? ... I shared mine with you a few episodes ago. I have a little SOP around how I'm gonna treat my follow-up sequence regardless of what it is. The fortune is certainly in the follow-up. Remember, you don't *STOP* until they… Die... Send you a ‘cease and desist…’ Buy… … 😉 Anyway, hopefully, you enjoyed this! I appreciate you, and I’ll see you next time ( unless you unsubscribe 😎). Bye. Haha! Awesome episode, right? Hey, bear with me for just a moment while I tell you about makeaffiliatesgreatagain.com. Probably one of the most fragile phases of being an entrepreneur is that tender spot where you have just enough cash coming in to get excited… *But expenses also increase a little while you take on:* New Tools New Systems New Teams. It can be heart-pounding, and frankly, nerve-wracking. Well, one of the ways I've kept ownership of my companies and NEVER picked up any debt or used any of our family finances to grow the business, was through affiliate marketing. My first dollar online actually came from affiliate marketing, ONLY a few years ago. So I often get asked the question: “Steve, how can you have been bootstrapping this and scraping by so hard just a few years ago, but now have a business that makes millions in revenue?” … that's a fair question! So besides having *kick-butt products, when I've needed to get some extra cash for an expensive project, I have a very specific method of affiliate marketing* that gets me paid to sell other people's products. *You wanna see how I do it?* Just go to makeaffiliatesgreatagain.com. ClickFunnels actually wants to know how I've been doing this as well… So I just wrote a chapter in ClickFunnels' new book called Affiliate Bootcamp… If you wanna see my chapter, and be shown *how* I treat affiliate cash in my business, just go to… makeaffiliatesgreatagain.com ... and you'll get a bunch of other cool stuff from me - like, the actual Make Affiliates Great Again Funnel… The one you're gonna see there - it’s pre-built - it’s awesome - and you can download it. You also get my audio chapter on *how I create affiliate offers. You get the actual video of me training my team* on how to build ‘Make Affiliates Great Again’ - it's crazy valuable. Plus you also get several my other stage speeches. How I launched my affiliate offers… And you'll even get a discount ticket to OfferMind… + the Make Affiliates Great Again Mini-Course… Is it okay if I over-deliver??? If you want ALL that for free... (plus other things), literally just sign up at makeaffiliatesgreatagain.com... and then, sign up for the New Affiliate Bootcamp through my affiliate link. Go figure. My friends, *get rich, give back.*
	SFR 277: How I Prepare To Speak	13 Sep 2019	00:26:50
*Here's a snapshot of the mental stuff I do to stay in the game before I speak on any stage...* It seems like questions often come in themes and in waves. I don't know if it's just 'cause I have my ear to the ground listening to what people are asking me… But it seems like the recent wave of questions are all about, “How do you prepare before you go on stage?” By the time you read this, OfferMind 2019 will be over, and so I thought it would be the perfect time to share how a guy who used to hate public speaking preps for LIVE events I didn't really think about my preparation until people started asking the question, but when I started to look more closely, I discovered that: Before I speak on stage, there's a pattern that I go through that comes in two phases. The Thinking Phase. The Prepare for War Phase … you may find some of what I do a little surprising, (and frankly, a few years back, I could never have imagined myself doing some of this stuff 😉) MY TWO-PHASE SPEECH PREPARATION THE THINKING PHASE On my office floor right now, there’s tons of yellow paper all over the place… ... and it's where I collect my ideas as I start to think through and organize my content. I've done it for a couple of years now... and the system works well for me, and so I keep doing it. So it's the preparing/ thinking phase where: I listen to way less music that has words in it I do a lot more meditation (I actually use a cool bit of kit that Alex Charfen introduced me to, I’ll show you a bit later) However, as the actual event gets nearer, my behavior changes a bit as I move into the 2nd phase. So I thought it would be kinda cool if I wrote a list of the things that I do, and shared them with you… STATE CONTROL 101 There were many times at ClickFunnels when Russell would walk in and be like, "I'm not gonna lie, I really don't know what I wanna do what I gotta do today...” I’d say, “Yep, I'm not gonna lie, I gotta build three funnels today, me neither!” ...and we’d be like, “How do we move forward?” So we’d take a moment, and sometimes we’d… Watch comedy Watch a funny video Listen to music ...but we always used the same few things to kick us into state (usually, Seven Nation Army). We’d jump about and do some Tony Robbins type state control… I did mentally make fun of it for the first little bit…. But then, I was like, "Oh my gosh, what if, what if this actually works?” ... and I started doing it. *IT WORKS* Suddenly, it's like, “Man, I'm really tired, but I'm ready to rock.” And as the last three years in my ‘stage speaking career’ have unfolded, I’ve come up with my own kind of state control patterns that help me get ready to go on stage. PRIMING YOUR RAS RECEPTORS I've been listening to a super fascinating book lately called Buying On The Brain. ...it's a challenging book to chew. You really gotta think hard when you listen to it. So if you're like, "I don't wanna go listen to it,” don't worry, 'cause I'm a nerd and I'm gonna distill it down and bring the key takeaways back to the show… Anyway, I've been listening to this part of the book and it talks a lot about the RAS receptors in the brain... Let me explain… Have you ever woken up a little bit late with that anxiety feeling? You’re fast asleep and suddenly, you wake up - BOOM! “Oh, crap the alarm didn't go off,” or whatever… and you go flying out of bed! Everyone knows that feeling... You get that hasty, “Oh, My Gosh,” feeling and you go flying around to get all the pieces together, and jump in the car… You’re like "Oh, my gosh, hurry!” You go super fast as you're driving to the office or wherever… Finally, you arrive wherever you're late for and you're like, “Oh, my gosh, I'm sorry!” ... and the rest of the day you kinda feel *a little bit off! Q: Is the rest of the day really off or is that just kinda how you were pre-framed?* What's interesting about RAS receptors is that, once we focus on them, the brain starts to look for those things above everything else… The great news is that we have a lot of control over WHAT we focus on. I was talking with my wife ('cause I teach her a lot of the things I learn to make sure I know them)... I was like, “Did you ever notice how when we bought our car, we suddenly are seeing that car all over the road?” (We got this new car, it's like a family car, family SUV 'cause we've got three kids.) She's like, “yeah!” I was like, “I learned why! It's because we have these things called the RAS receptors and whatever we put our attention on we start seeing in the world.” .And so that brings me on to another way I like to prepare… SEE YOUR FUTURE Before I go on stage, I make sure that I’m visualizing: Excellence. Engagement. Myself clearly delivering the ideas and concepts. The audience having the epiphanies that are needed for those concepts. Before the last OfferMind, the way that I prepared relied heavily on visualization. I walked through a ton of visualization exercises. WINNING THE MIND GAME There’s a fascinating study around the concept of visualization… They hooked up an Olympian to a whole bunch of brain sensors and said: "Okay, Olympian, go do your event." The Olympian ran around the track (or did whatever their event was) while their brain waves were tracked. After they’d relaxed, the same athlete was sat in a chair, hooked back up to sensors, and asked to close their eyes to imagine doing the same event. NOW HERE’S THE FASCINATING BIT… There was zero difference in the brain scans between the real and imagined events. The brain didn't know that the imagined event was NOT real. So that’s one of the reasons why pretending, play, visualization, setting goals and thinking about where you're going to be in the future are very powerful tools. This was my second OfferMind, but I have mentally visited the stage hundreds of times by the time the event came around. *Do you understand that?* That's a BIG principle - it's a huge concept to understand. The same thing was true with: Funnel building Being an entrepreneur Leaving my job Building what I have in the last few years ...I think about it and visualize it happening *waaay* before the actual event! It's the reason why obsession is practically required for you to succeed. When people say, “Have life balance…” What the freak is life balance? I don't know what they’re talking about. I'm just gonna be obsessed! I'm gonna think about it mentally, and in my head, I'm gonna visualize outcomes! I'm not gonna lie... until I started learning about some of these studies, *I thought this stuff was woo-woo crap!* But several years ago, I started realizing like, "Oh my gosh, if I just think about my future, I can help make it happen." It's not like the book The Secret where it’s like, "I'm gonna have a $1,000 show up in the mail today." It's NOT like that. But when you sit down, and you're actually running the event in your mind - things start to happen the way that you see them There's a reason I started dreaming in the ClickFunnels editor after I started working for ClickFunnels… Because funnels were so ingrained in my head; when Russell was like, "Hey Dude, I need this funnel in the next two hours." BOOM! I knew that play because I had run that play in my head so many times. Visualization is crazy powerful. The brain fires the exact same as if you were actually doing it, your head doesn’t know the difference. I TALK TO MYSELF Here's a little vulnerability... I don't know what the deal is with warm showers in the morning, but I start talking to myself. I totally monologue and think about being on stage. I remember growing up (when I was a late teen), I thought about being on stage A LOT. There’d be times when standing in the kitchen late at night, I’d freaking monologue in my head like crazy. This is something that's been very practiced in my head and my brain for such a long time. I didn't really realize that until I started learning these other studies, and I was like: "Oh, crap, I've been preparing for this far more than I realized." And there's a caveat to it... there's another side of the coin… THE ‘BIG’ BUT... If you have a natural tendency to be fearful, you gotta cut that crap out. You are literally creating a self-manifesting future. You're practicing nervous. You're practicing anxiety. You're practicing fear. It's NOT that you have to be the other side. all emotionless and iron steel, but your thoughts truly do matter. By the time I hit the OfferMind stage… By the time I hit any stage... ...I have visualized what it's gonna be like when they go: "Please, welcome to the stage, Mr. Steve Larsen." Everyone yells *… the bass starts pumping and I see myself running across the stage with the lights strobing.* I visualize that A LOT. It sounds conceited, but that's NOT what I'm saying. I'm saying… I've run my speech in my head a lot of times to train my RAS receptors. CHOOSING HOW TO SPEAK ON STAGE I make sure that how I wake up, (especially in the weeks leading up to an event that's gonna be really big and intense for me), is a conscious choice… I wake up and I just choose that it's gonna be an awesome day. It's as simple as that… My RAS receptors are looking for ‘the awesome’ in the day and NOT the curve balls that are bound to happen. The day is gonna be sweet. I am gonna have epiphanies. I will create things that are prolific. I am going to make decisions very quickly and on the spot so that things move forward. We are gonna get all these pieces together. I definitely choose my RAS receptor focus by deciding: What's going to happen... What I’ll look for... What I’ll choose to be aware of throughout the day... This stuff sounds cheesy, and I'm not gonna lie, I thought it was some fluffy crap until I started doing it. Then I was like, DANG! THIS STUFF WORKS I watched Russell execute things when he was like, "Duh, I'm not gonna lie. I really could use a nap right now." He would sit back and he would take a moment to feel his feeling and then choose the outcome. I am NOT my feelings and neither are you. Sooo… #1: I practice focusing my Ras receptors #2: I do A LOT of brain practice and visualization. I've practiced my event many times before I get up there. I've spoken many times in my head before it actually happens, ...which means it has - my brain doesn't know the difference! I visualize it a lot, and it’s something I did a lot naturally as a kid without realizing the impact it would have. If you could be a fly on the wall of my office, sometimes you’d see me put my headphones on and click into this weird mode where I’ll forget where I am... and do my event inside of my head. … it's kind of a form of meditation - (which brings me to point #3 ). #3: Meditation I wanted to share the actual meditation device that I use - 'cause a lot of you have asked. It's NOT part of my routine to do it every day, but especially as events come up, I definitely meditate far more than any other time. There's a thing that I use called Muse, (and here's a little product placement 😉)... It's this headband that goes around the front of your head, and once you put it on it measures your brain signals in real-time to let you know if you are getting off course with your meditation. So, it helps guide your meditation! ... it's really cool. So if I start losing focus on my meditation, it actually simulates a rainstorm - it's like you're in a rainforest. And if you start to get away from meditation it increases the tropical storm in your headphones so you know to come back. And when you come back, the rain stops and it becomes peaceful with these birds... ...it literally trained me *how* to meditate. 'Cause, I'm not gonna lie… I kinda made fun of meditation for a while too 😬 But in order for me to have a clear focused head, I need to meditate... I use this headset when I travel too and I meditate sitting in the chair in my hotel room. I also have other practices that help me to manage my state: I definitely do more yoga I do more massages I want to stay relaxed and focused on the weeks leading up to an event. MY SPEECH PREPARATION SOUNDTRACK Music is a huge part of my life. In the time preparing for the event, I focus heavily on music that has very few words. I want ‘my own thoughts’ to be what goes through my head. In the day leading up to the event, literally 24 hours ahead of time, I listen to a lot more aggressive styled music. Some of you guys asked for those playlists - I don't know if I'm gonna share some of those playlists with you, but I go to war in my head. I think about becoming ‘Steve’. A lot of things I'm doing right now are pretty rare, and I know that. At the Last Funnel Hacking live, a lot of people wanted to come say hi, and I appreciate that… But I started getting followed around the hotel and pitched at the urinals. People were following Colton and I jogged around the whole event, and it got weird. I'm totally down with saying ‘Hi,’ and shaking hands and ‘let's take a picture,’ whatever… But people were physically grabbing me and taking me places, and it got really weird. The bubble was crossed many times and it got awkward. Colton and I would run around Funnel Hacking Live to avoid people and that's why we were missing deadlines. We were moving so that we wouldn’t get stopped. ...and it felt awkward 'cause I wanted to say ‘hi’ because I wanted to say, "Thanks for following." But I couldn't get away. I'm fine with that, as long as I can pull a ripcord and be like, "Okay, I gotta go get ready for this now," but people weren't letting me go anywhere. So, like, "Hey, I gotta go here, I need to get backstage," or "I have to go to the bathroom," or whatever might be. But for the first time, last year's Funnel Hacking Live was really aggressive. I think it was because of the One Funnel Away Challenge. And I get it. It'll happen to you if you choose to publish and do what I tell you to do. But first, it was like 100 million X the intensity of the year before. I've NOT developed that part of me… or learned how to handle that pressure yet. (but I'll keep working on it.) So I texted Dave Woodward and said, "Dude, can you come help me? I don't wanna be rude, but I really have to get out of here, but people wanna say hi, and I know that I've helped them.” ... and so it was weird and very conflicting for me. Dave came and he grabbed me and he brought me backstage to a green room, and I shut the door. I was supposed to go on stage for my speech in an hour, and Dave was like, "Dude, you're white as a ghost. You've never had that happen before, have you?" I was like, "No. No." At that moment, I was Steven. I was a little bit nervous and kinda freaked out a little bit. A lot of my kid and my teenage tendencies to retract, pull in and pull back were happening... and I was aware of that. It was like, "I can't... Steve, where are you, man? You're going on stage soon, man." I'm telling you this because this is a trick that I've learned. Todd Herman has a book, Alter Ego, and I’ve 100% created one for a lot of stage stuff. (I don't think I've told you guys the story…) But I did planks and push-ups... I did a lot of push-ups, sit-ups, and planks for the next hour, listening to David Goggins swear at me. I closed the door, shut off all the lights, I needed no input. I needed to decrease the inputs as much as possible… I'm listening to David Goggins swear at me, and about 15 minutes beforehand, Steve showed up, and I was like, "Boom! Let's rock this." They put the headset on me and I went out, and it was an awesome impactful speech. So anyways... I go to war in my head STEVE VERSUS STEPHEN One of the reasons I listen to the music I do is because that's one of the ways I conjure STEVE I'm NOT always STEVE... but I think people expect me to be. I've had a few people, locally at grocery stores, walk up to me and they're like, "Oh my gosh!" And I can feel their eyes... They think I'm gonna be like, "Boom! Wow! Yeah!" They think I'm that way ALL the time. It's just a thing that I've learned in order for me to keep my message across. I know I talk a lot - and we need a pattern interrupt sometimes 😉 Funny enough… BOOM It's Monday, Baby The Capitalist Pig ...were three things I never planned on being this big massive thing, and now, it's kind of what I'm known for. 😂 Anyway, the major point is that… I take a moment to go to war in my head. Before I go on stage (or anything like that), I think about… What I am fighting for. What I'm fighting against. The people who are gonna be listening. The scenarios that those people are in and what they may have given up to be there. And suddenly, it's really easy for STEVE to come out. It's real easy for me to be my true self and not retract as I used to as a teenager and as a young kid. Anyway, I hope that this makes sense... This might be a different episode than you were expecting? It's not about slides, it’s about how I mentally make sure that I'm fit and ready to rock? PUBLIC SPEAKING ADVICE LARSEN STYLEE I drink a ton of water. I do my RAS receptor brain practice. I meditate quite a bit more than normal. I definitely do yoga and massages and chiropractor and all that stuff. There's a specific style of music I listen to and specifically, a style I don't listen to, right up until about 24 hours ahead of time. When it's ‘go time,’ I take time to mentally go to war and 'cause that's what it is, right? People are fighting for what they think they should be doing in their lives and they're trusting me with that. I take that very seriously. In my office… We have a trampoline We have a few of those exercise balls we sit and bounce on We have foam rollers I have a balance board that I use a lot. I strategically fast A while ago, I learned from a really awesome company that: When you don't eat, a hormone is released in your brain that increases your mental focus. And when I went to my first Funnel Hacking Live, there were actually times when I didn't eat. I was hungry, but they believe it's because you needed to go hunt down your food and so you need a higher level of focus. ...you see what I'm saying? I really wanted to get the most I could out of that first Funnel Hacking Live and so there were times where I didn't eat for quite a while. I was starving, but that doesn't mean I need to eat, right? That just means I'm hungry. I'm NOT my feelings ... and so I sat back… … and you can feel it happening. Massive Levels of Mental Clarity You’re hungry, but you’ve got that fighting edge. There are times when I am creating slides and stuff like that, where I will do kind of strategic *"let's get crazy mental focused"* style fasting. Anyway, there’s A LOT of stuff in my office that I use to prepare. SPEECH PREPARATION - FAST RECAP Be aware that what you choose to see in the day is what you will see in the day - the way you kind of predestined yourself for those ras receptors. Practice your event, whatever that might be, whatever it is that you do in your business - visualize the crap out of it Play every little detail using all the five senses. Go into that scenario and run it top to bottom in your head as many times as you can. In fact, I heard a really awesome athlete say that"Your practice should be so intense that the game seems easy." He said: "By the time you actually get to your event, the amount of work that it's taken behind the scenes to get there makes what you're doing seem really easy.” The practice is way harder than the actual event. I was like, "That's a really good principle." I visualize a lot. When I wake up, I take a moment to think about the event: What it's gonna be like? How am I gonna interact with the audience? How am I gonna choose to be present there? I go through a lot of that stuff. It's a massive, massive cornerstone of all this. I definitely do more yoga stuff. I make sure there's a moment to slow down. I have massages. I go to the chiropractor more. I drink crap tons of water except for around two hours ahead of time. I stop drinking water, so I don’t have to go to the bathroom on stage I make sure to go to war in my head. I think about what each person's going for and the desires inside of them. I try to get very empathetic and feel what people are feeling and what they're trying to get from me. The strategic fasting, I've done that many times. I use my trampoline if I start to feel a little bit of a lull, I bounce and it sends blood back up to my head, release my organs, and brings more energy in. The foam roller increases blood circulation. I have little spiky balls at the bottom of my desk. I play with them to stimulate my feet. There's a balance board - when you're on a balance board, it fires your head like crazy. There’s A LOT of little tricks you can use to make sure that you’re on your A-game. Next year's OfferMind is actually going to be in San Diego in the same room as my first Funnel Hacking Live! It’s a massive full circle, I’m so excited for it. We actually just had the contract signed which is exciting - it’ll be mid-September 2020 - I'll make sure the dates go out. So anyway, guys thanks for following the journey, and those of you who are coming next year, go grab your ticket and go get rich! So, several years ago, I walked by a stage in a basketball stadium. It was my college campus and I was deeply concerned with what I wanted to do in my life. For some reason, I looked at the stage and thought, "Huh, one day I wanna be on stage. I wanna be an entrepreneur and I wanna buy and sell companies." Well, while the last one hasn't happened ... YET “Muahaha…” stage and entrepreneurship have. And as my business has grown and my message has spread, a frequent question I'm asked is, "Steve, what stage will you be on next?" Now I totally get that this feels, maybe, a little conceited here... But considering my childhood fear of speaking up, being heard, extreme lack of self-confidence, and getting in front of people, back in my growing up days, I feel satisfied. I thought I'd tell you where I'll be in the world coming up. And funny enough, just literally go over to seestevelive.com, and it'll forward you to the next place. I love stage and it's one of my BIGGEST things to look forward to in my current role in my business. From little 10 person masterminds all the way to gigantic 5000 person events - from free seats to paid events… Events have always been one of the ways I can deliver the MOST value and get the greatest “AHA’s” in the shortest amount of time. Just come say hi, and go over to seestevelive.com.
	SFR 276: Making Peace With The Past	10 Sep 2019	00:25:54
*Anyone can make extra money on the side.* *But the moment you get serious about having a big impact on others, you'll be forced to deal with a lot of your own skeletons in the closet…* I love my childhood, but just like anybody, there's a lot of garbage which can come from things that were even unintentional. So this episode’s a little bit different. Recently, I took a five-mile walk around where I grew up, I wanted to face some skeletons in the closet to help me move forward. You have to will your future into existence. … but that’s *waaay* harder to do if you’re still hiding from your past! BECOMING AN ENTREPRENEUR… Oftentimes, we think that if we leave, go somewhere, or sacrifice time to go and build something, we'll miss out on things. But it's just not the case. I walked through my childhood haunts and it's pretty much exactly the same when I was last here. And so you're NOT really missing out on anything by choosing to go sacrifice some… Time Comfort Pressure ... in order to create the life that you really want! You'll realize that ‘the sacrifices’ aren't really sacrifices at all. So with that, let's cue the ghosts; it’s gonna be a little bit raw. VISITING WITH SKELETONS I grew up in this house… ...and I’m walking down memory lane here. I was at a Russell Brunson event in Denver, (which is where I grew up), and on the first day, I just couldn't get an idea out of my head. I was like, " I gotta go walk around where I used to live." It was an hour's drive, so I jump in an Uber and did some filming… I'm the eldest of six kids… When I was growing up, we weren't poor. My dad was an executive at IBM most of my childhood and he started two companies and ran them. I watched him be an entrepreneur; he changed my life, and obviously, my mom did too, of course - she gave me life. I love my parents and my family - they are amazing; they taught me so many things. All those yard stories I tell you about - the yard’s behind that house. All the times where we ran from golf course rangers... … the golf course on the other side of the house across the road. My family doesn't live here anymore…. I knocked on the door here and I was like, "Hey, I used to live in this house." That's probably weird... but from age 5 to 20, I lived in this house. During my late teen years, I was in and out, but I officially left the when I was 20. DOCUMENTING THE JOURNEY One of the purposes of Sales Funnel Radio was to do something kinda ballsy - I wanted to leave my job and document all the aspects… … and Sales Funnel Radio has been an awesome platform. As you grow up, there's a whole bunch of stuff that happens to you, and one of the purposes, (like I said), of Sales Funnel Radio, is to document the journey. And over the last 3-6 months, something different is going on for me, so I want to document that too! And so, this is me documenting the garbage that I've been trying to fix… and WHY it’s sooo important for my success. FACING GHOSTS I believe anyone can make money in this game, but there's a certain spot you hit where you stop and you can't go any further into the future until you find some way to shake hands with your past. ...and that's what I'm trying to do. A lot of you guys have reached out and been like, "Steven, take more time for yourself." I actually take more time for myself than you might realize or know that I do, and it’s because of systems and processes - I've gotten good at them. I haven't built a funnel since November of 2018 I’ve maybe built a single squeeze page or something like that… But for the most part, I haven't touched my own funnels. I don't do much on my podcast episodes anymore. It's the system. It's the team. I have incredible teams and incredible funnel builders - they’re awesome. Q: So what it has allowed me to do? A: Let me tell you... I've never been able to go spend time on myself because I've always been in a job. I've always had to work, work for somebody else. I've worked in... Construction jobs. Discount Tire. A plastic factory - that was my first job. Pool Maintenance - I was a pool boy. A golf course across the street. A clothing store Sports store. ... I did all kinds of stuff. I had 16 jobs by the time I left home (... a lot of side stories there) *But here’s the point…* If you don't learn to make money for the sake of making more money in general, do it for the hidden benefit of being able to spend money and time on you. Because I just want to share a pattern that I'm noticing. If you’re feeling stuck, you need to find some way to shake the hands of your past … and, frankly, you may not enjoy it. I'm not saying that my past is super dark, but there's a lot more dark than I've ever let on… *… which is super challenging.* There was a lot of death when I was growing up - there was some intense crap that went down. ARE YOU A STUDENT OF EXCEPTIONS? I grew up in Suburbia and which was great. It's not like I was fearing for my life, it’s wasn’t like it was The Bronx or anything… But any childhood has something inside of it, usually, and I'm kind of a student of exceptions... There's a lot of stuff that I've done in my life that isn't the norm. … and that was a pattern I started exhibiting as I was growing up. I almost got kicked out of high school for selling pens. If you guys know the Columbine shooting, that's right over there - my wife and her siblings went to college there. I went to their rival high school, which is just a mile up that direction A lot of things happened, and … Trying to figure out ways to be okay with ‘where you've been,’ for some reason, is super important for where you're trying to go. MONEY AND GROWTH A low month for me now is 100 grand. ...and please don't feel weird about that - as I said, I'm just documenting. We’re only halfway through the month and we’ve almost hit 200 grand. I'm helping people, lives are changing, it's profitable and everything's going the way it's supposed to go. There have been ample times when it's NOT been that way… and you all know those stories. But I've always wondered what you would spend your time when you’re able to make enough cash to buy back your time? Well, one of the most natural things that you go spend your time on when you start buying some of it back is *working on yourself.* Right now... I'm going through EMDR therapy I have a massage therapist. I have a chiropractor. I'm getting my blood work done. I'm doing all kinds of stuff to help my longevity - 'cause I'm realizing the mission that I'm on is larger than me, and it's an honor to be able to go do this stuff. I really believe that… In order for you to move forward, you really need to find a way to shake hands with the past and stare those devils in the face. You don't have to hug them... but give them a nice, enthusiastic high five. You have to like everything that happened but you'll find that it's so much easier to face the future and do the things that I'm teaching you how to do. The content that I give away is not normal, I know that - I teach you stuff that most people charge for. I'm trying to help you make money, but so much has to happen inside your head if you're really trying to make this a career. If you're gonna be a leader, you gotta have your head on. And there are increasing levels of self-discovery and personal development that I've been going through… A few weeks ago, I told my wife, "Man, I can feel like I’m being required to level up." … it was scary! And this happens every three months now! FACE YOUR FEAR! Sometimes people reach out and ask: "Steven, do you ever have fear?" DUH! "Steven, have you ever been afraid?” UH - HUH! “Stephen, is there any weirdness that you're trying to overcome?” YEP! #FACT: EVERYONE goes through that - there's no one who doesn't. Funnily enough, I can teach you the formulas that cause cash, and you can make it without going in any of this stuff, but there comes a spot where you have to go and finally say, "You know, I got to work on me." . The whole point of this episode is: Don't try to hide from stuff in your past that keeps nagging at you. You know what I'm talking about when I say that 😉 I don't know your past, but I do know there's probably something there. And if this prompts you and you're like, "Oh, crap. I got to work on these things." *DON’T HIDE FROM THEM* YOUR ATTRACTIVE CHARACTER MAY NOT BE WHAT YOU THINK... You'll find that a lot of the things that you weren't amazing at are the very reasons why you become follow-able online. I was super overweight - 35% body fat Double chin - working on the triple. ...and I was getting picked on a lot in high school. This is NOT a pity party - I just want to illustrate a point. One day I was walking through the hall and I was like, "Man, I'm freaking sick of this, I'm gonna lose weight" I started lifting every day, and I lost 45 pounds nine months later. And I guarantee, it's highly unlikely that you're listening to Sales Funnel Radio and you don’t have some of those things in your own past, right? We entrepreneurs tend to enjoy the triumph, and we tend to enjoy the journey as much as the end prize ...which, on the outside, can look really weird to a lot of people. Don't apologize for that. Just understand that you also don't need everyone to like what you do or agree with it. CONTROL YOUR DEMONS OR BE CONTROLLED As I walked around, I listened to music for some state control because some things are a little bit triggering for me still. I once heard Tony Robbins say he’s thankful for his history, and he's got a crazy history… My history is awesome compared to Tony Robbin's history - it's nothing like his at all. But I thought it was really cool when he said that he's thankful for his history because of what it turned him into. As I was driving over here in this Uber, I was sitting in the back seat, and I was trying not to cry. I was like, "Man I don't know if I wanna burn the house down or hug it?" It's not like things were being imposed on me, but there's a lot of crap that can go on. I have a very hyperactive, observant noggin... and, for quite a while, it was just really hard to own me. A SOLID SENSE OF SELF One of the best things you could ever go to do in your entire life is to develop a solid sense of self, and that's what my wife and I have been focusing on like crazy. In order to do that, we've had to confront some beasts in the closet and actually shake hands with some personal devils that not a lot of people actually want to confront. It's hard enough for people to be honest about the fact that they have things in the closet that… They're not proud of Happened to them They’re not over yet They’re affected by things emotionally that logically they should not be affected by, but emotionally, they are. Man, those are some of the best gifts you could ever give to an audience - EVER. It's one thing to become aware of those triggers, and it's another to look at them, start to pull them apart and willingly dive back into them to make peace. USE YOUR HEAD... When I was 18 years old, I used to longboard down this road barefoot. My brother would follow behind me in a car, and I would go 45 miles an hour down this road. We watching this cool TV show where these guys would study some martial arts, and this dude kept getting choked out… So they tied a rope to his head, tied it to a car in neutral, and he pulled the car with his head. We were like, "Oh my gosh...” I had this little Volkswagen Jetta, and we tied a rope to our heads and pulled the car with people in it - it wasn’t easy! We had some beefy necks after that one. MAKE PEACE WITH YOUR PAST Make peace with the past, (and again, you may NOT like it), but do it in a way that you make enough peace that you can move forward, and say: "Hello future, that I can totally have. All the stuff that I'm learning from Steve Larsen podcasts and all the stuff that he does, (or whoever it is that you're following), I can go do all this.” The thing that most holds people back is NOT confronting those things in their past which are hard. And usually that's why people are self-medicating... When you find people here who usually have some kind of addiction, don't look at them and be like, "I would never have that kind of addiction." Man, that person might be going through some crazy stuff, and their way of ‘numbing out’ is their addiction. And if you have stuff in your past, look around in your life and you'll start to notice that you've been numbing out too. So ask yourself… How are you doing that? How can you change it and switch it around? ...that's my challenge to you! ENTREPRENEUR MOTIVATION #1: Focus On Revenue - become a highly, money motivated Capitalist Pig, but remember that… The intent is what matters ….so what's you're intent? Is your intent to show the world you're better than everybody else? If that's why you wanna get rich, I have a bit of an issue with that! Is your intent is to have some personal triumph? That's different, that's okay! I'm totally for it. Is your reason to get fabulously wealthy to turn around and enhance your own life, confront your own demons and figure out how to bless humanity? Then you’re in the right space and you’re following the right guy - that’s what I’m all about here. If you’ve got stuff from the past, find a way to give it an enthusiastic high five... and keep moving forward. MY KEY TAKEAWAYS ***Side Note *Do not walk five miles in dress shoes* Holy crap, my feet were wrecked! Five miles is not that far, but in dress shoes… I got blisters on my feet! So… Other than learning that dress shoes are as uncomfortable as hell, I had two major realizations as I walked around: *#1: When you're a kid your perception is different.* You're small, physically, and as I'm walking around I'm like, “This is NOT as big as I remember.” I went back to my high school and elementary school. My middle school is super far, so I wasn’t gonna walk all the way over there. But anyway… Our perceptions of how things were in the past are often not how they really are - it's just our perception of it. So besides the fact that things are NOT exactly how I remember, (which is actually really cool and freeing in some things), the second thing I've noticed is that… #2: This is largely the exact same place. My family moved here 26 years ago when I was five years old. And now, there's been a little construction and the trees are a little bigger, but besides that, everything is pretty much the same. I left the area for two years on a mission for my church. And when I came back, I assumed that... All the stuff would be different. Many of my friends at the time would've gone off and done cool things, that they’d be active participants in their own life. ...and that just wasn't the case. It was eerie to me how much the exact same everything still was as when I left. So my takeaway from this (and it’s actually been healing in some regard), is … Our pasts will often look at us and they have a very convincing beckoning cal and tight grip on our current psyche and how we decide to behave in the present with our goals, what we go for, and the things we moving towards. But if you actually go back to where some things may have happened.. To you For you Against you ... or whatever it is. Most human beings on this planet have something that was kind of crazy in their past. If it's a bad memory, and you think, "Oh my gosh, that was terrible and everything. That was crazy." (And I’m not saying it wasn't) ... but if you go back and you start looking at it, (which I'm doing right now)... I'm like, "Huh. That was speaking louder in my head than it needed to be". Now I realize that I can be like, *"Bring it on!"* I know this is different to what I usually talk about, but I wanted to talk more about what's going on personally. I talk about the cash, which is great... and everyone should be, in my opinion, highly money motivated with great intent for the right reasons… #HelpPeopleCreateValue But there's so much mental stuff (when you start getting serious about the game), that you gotta start working through it. And for me, walking around my old haunts has helped me to: Make peace with certain demons Realize that some of the demons were just in my imagination means I can say, "Hey, shut up. You're speaking louder than I should be letting you, and it's not fair to my future." I'm NOT trying to have you open up a can of skeletons and get vulnerable in unhelpful ways. However, I am trying to be vulnerable to document some of the things that I've been going through... 'cause they've been very real for me. ...especially the last three to six months. It's like somebody opened up skeleton cans and just dumped them all over my head. I was like, "Oh my gosh, I gotta go deal with those junk before I can actually move forward and move on". I wouldn't recommend going after all these things at once, just choose one or two at a time and start going after them in order to make peace with your past. #GetRichGive Back. Alright! YOU reading this right now! You're in one of two scenarios... Either… You're currently selling a product and you've got a slick sales funnel and traffic... There are ads and you have content, bringing in new customers. You have upsells, downsells, and phone sales. You've almost automated it, making money while doing everyday things. Either that's all set up and going… OR… The second option is you don't have any of that, and you're still trying to make this work and tie all of these pieces together. If you want my help, just go to capitalistcoaching.com and see where you can get started. It took me a long time to get the skills for all this to get moving… Writing the sales letter Making the sales videos Building the funnel Writing follow-up emails Promo campaigns Promo emails Fulfillment plans Fresh new ads ... there's A LOT. And the path to move forward is different for each person. So I created capitalistcoaching.com for you to check out where you need to start. Whether you're just starting out with… No product No list No single clue on what to do next. OR… If you're like one of our BIG corporate clients who just need to add more revenue and scale your offer, go to capitalistcoaching.com. I don't really believe in shortcuts, but I do know you can speed up the path on the journey. Figure out the BEST place to start by going to capitalistcoaching.com now.
	SFR 275: What Content Goes Where	06 Sep 2019	00:20:37
*You can publish the exact same content on multiple platforms and get completely different reactions from your audience. Why?!* I really don't read that many books! I have a different method of learning - that’s kinda controversial… and a few people have gotten a little fussy with me about it. *Here’s what went down...* (and it’s kinda funny!) A little while ago, I was talking about a book that I had consumed. I was like, "Hey, I read this book." What I meant was that I’d listened to the book. Then someone reached out and said, "Stephen, did you actually read the book or did you just listen to it?" I was like, *"Who the freak cares?"* So I wanted to address that question... because it raises a few interesting points that can seem, at first glance, kinda opposing … 😉 I want to let you know... The REASON I consume books the way I do. WHY it matters WHERE you share your content The ‘A -Word’ I HATE… WHAT matters MORE than WHERE you get your content from But first, let’s start with WHY I don’t read that much... HUNTING ANSWERS I'm NOT a slow reader, but it's NOT abnormal for me to spend two to three months reading a book. ...and maybe you're like me, but I'll read a paragraph and often, I’ll get distracted by thoughts... I'll sit back and ask: "How does this plug into my framework? Does it fit here or there?" The question I'm asking is: *“Is this TRUTH?”* … just because it's in a book doesn't mean that it's true, right? I’ll go off on these mental tangents… and that can take A LONG TIME... ...so because of that, sometimes, I just want to absorb the main ideas from a book and so I’ll just go with the audio version. Back in the day, when I first started this game, I read more books cover to cover, but now that I've read enough of them, I focus more on… Executing My specific questions ... and that's what guides my education. I'm more hunting answers rather than trying to consume and master all the content. I want the information faster and I wanna know the key points quicker. I can listen to books at 2 x - 3x speed, and be like: "Oh my gosh, key point. How does it relate to the framework I know causes success? BAM. You know what? I thought that was a cool idea, but I actually don't think it works. It's an attractive idea, but that doesn't mean it's right.’ Okay, let's NOT insert that idea into the framework…” I think A LOT of people, feel weird about the fact that they're listening to a book, instead of reading it. I've heard many people apologize by saying, "Well, I didn't read the book, I just listened to it." *THAT’S STUPID* ...seriously, who cares? It doesn't matter! I consumed the book, (let's call it that). STOP GETTING HUNG UP! If you're like me, and you like listening to books, stop apologizing for that. It doesn't matter! Who cares, okay? Yes, I listen to books. I listen to books far more than I read them. I know some people will be like, "Well, you have to read the book to take in the information! " But that’s NOT TRUE In my head, it’s like the movie Beautiful Mind... I can close my eyes and see my framework and where it plugs into all the frameworks of my favorite funnels. I can see all the follow-up sequences and all the promo sequences. It's drawn out in my mind. One of the reasons I use my whiteboard like crazy is 'cause drawing is how I learn. Now, let's get historical here… CONTENT MARKETING BC Back 2000 years ago, a lot of the time, Dads were big storytellers, and people would listen to their grandparents and their fathers. Q: And how was information passed? A: By speech. I can guarantee that none of the kids were sitting around going, "Dad did you read that in a book ...or did you just hear that from grandpa?" … you know what I mean? Just because the method of passing on knowledge has changed doesn't mean that the knowledge is bad. Thousands of years ago, orators, (people who got up and spoke) were the teachers... There weren't many books. It's NOT like they were over at the printing press - they were handwriting that stuff, man. No one was sitting around saying, "I'm sorry, I don’t believe you unless it’s handwritten with a quill on a scroll!” Too many times we get caught up on the whole method of information delivery. Don't apologize for the medium that you learn from the best. HOW I LEARN… I listen to audio... I’d rather download a program and listen to it while I'm going about my day than sit down. Sometimes, I need to pace around. However, just to get contradictory here, there is a subconscious power of a platform that you can utilize to boost COUGH your ‘authority’... And that is the second point I wanted to make in this episode. BOOSTING YOUR ‘A- WORD’ WITH CONTENT MARKETING One of the biggest questions I get asked is, "Stephen, how do you become an authority?" I'm like, "Man, I don't freaking know?" In fact, I was talking to Stacey Martino, an amazing relationship expert, at the Unlock the Secrets Event. I was like, “... sometimes I don't know whether to burn my skeletons in the closet 'cause I hate 'em or hug 'em because of what they’ve made me?” I'm NOT talking about secrets and stuff, it’s just the past and some level of crazy experiences that we go through the further we get… … and not just the entrepreneur path. Any path will require you to kinda purge yourself and keep getting better. I was telling Stacey... I never tried to be an authority. I just did what Russell said, *(which was to start publishing),* and I accidentally got in a little bit of limelight. … but that's the lesson I could just talk to someone on a street corner and they might be, “Yeah, that’s interesting, and who are you???…” BUT... A podcast has waaay MORE authority with the same freaking info. Think about it! Being seen on certain platforms generally increases your status... People are like: "Wow! You’ve been on a radio show!" "Wow! You've been on TV!" The medium that you consume information from vastly affects how the audience perceives the information. The medium is a pre-frame for the information. If I'm gonna go scroll through Instagram, I treat that information differently. Every platform has a different context: Speaking Reading a book versus listening to it There's a context behind each platform! UNLOCK YOUR CONTENT MARKETING STRATEGY I started thinking about this subject during the Unlock The Secrets event. (A brilliant event by the way) It was 3 days, literally, deep-diving into Russell's 3 books and teaching (in more depth), how to do what was in the book. In fact, a lot of times, when I first started attending Russell's Inner Circle meetings, (not as a member… this was years ago, when I just was sitting on the side, just kind of listening and observing)... I was shocked to find out a significant percentage of the room had NEVER read Russell's books, but we're in, (at that time) his $25,000 Mastermind, (which went to $50,000). I've told that to people in the past, and they were like, "What? That’s psychos, that’s crazy!" But ask yourself this... “Is it REALLY crazy?” Obviously, you get waaay more from a mastermind than the book itself... However, a lot of times, Russell would be teaching some of the very concepts and principles from the book to his Mastermind. It doesn't matter if people: Read Listen Learn from a Mastermind, (which comes with far more obviously than the book, obviously) The BIG lessons are: #1: Who freaking cares if you've been reading or listening to books. #2: Understand the other side of that coin, and know like, "Oh my gosh, the mediums that I choose to publish on are actually affecting my audience.” #STATUS It's funny because people ask, "Stephen, you haven't written your book yet?" It’s funny, ‘cause I'm saying the same things that are gonna be in my book in my podcast… There’ll be more detail, clarity and refinement… but basically, it’ll be the same stuff! WHERE YOU DELIVER MATTERS What's interesting is when you're chatting with somebody and they share something they’ve learned, and you're like, “Really?” And they're like, "Yeah, yeah, I read it in this interesting book." Q: What do usually happens? A: It satiates the question. You think, "Oh, they've read it in a book, therefore it's probably good. Therefore, it's likely to be true.” There's a HUGE lesson, right there… The method of content delivery does carry authority. For example: I could give the exact same speech face to face to someone on the street that I gave at Funnel Hacking Live ...and they'd be like, "Oh that's really interesting." But for some reason, put me on a stage with the exact same speech… … and there's MORE Authority. People will trust what I say far more quickly There's an increased speed of trust and affinity just from just being on a stage. If I take that same speech and put in a book, “Whoa!” For some reason, our brains look at content delivered in a book and go, "Oh my gosh, look at that, this person is an expert... " So, I’ll say it again… The method of the information delivery matters. YOUR CONTENT MARKETING PLAN Maybe you consume my content on… YouTube iTunes The Blog ...or wherever, (we put it all over the place). However, if you watch me, I know that MORE authority comes across in a video than if you’re listening to me on the podcast. ... and that's okay, we all consume differently. But I know that’s the case… *and that's fascinating!* It's the reason *why* when you say, *“I listened to a book,”* instead of, *“I read a book,”* people will try to discredit the fact that you read the book. “Well, you didn't actually read the book…!!!” What they're really saying is, “I heard it from a higher authority!” ...even though it's the same freaking information. It’s so funny! ... whether you're B2B* or B2C; it doesn't matter...* The medium you choose is a pre-frame for how you’re perceived. I know people who are like, "I'm NOT gonna go on that platform because the context of that platform would not do well for the information I'm giving!" I get it. … which is why there's A LOT that I can't or will not share on a podcast. People reach out and say, "Stephen you give so much stuff on your podcast. What else can possibly be in your courses?" #TonsMore. There's A LOT more helpful stuff in my courses ...because the context of the platform allows me to do more. For example: The context of OfferMind allows me to change… the environment the setting the state of the brain faster. Information is just information, but the way you choose to develop your content with the platform you put it on vastly affects how people are gonna perceive and consume it. WHAT MATTERS MORE THAN WHERE YOU GET YOUR CONTENT? … dropping gold nuggets here 🔥 Can you imagine if you treated every one of my podcast episodes like you were sitting in an audience watching me speak? You would treat the episode with far more affinity and far more, (I hate using the word), authority... At Unlock The Secrets, I was sitting dead center in very front row, and someone said: "You're taking notes, Stephen?" I was like, "Yeah, duh... Russell Brunson's speaking!" "But you sat next to him..." "That doesn't mean that I’ve' stopped learning from him." There's a reason why Russell continues to cite Brandon and Kaelin Poulin, Alex Hormozi, and myself as success stories, I try to be his best student, which means… I treat Russell's podcast like he’s speaking on stage every single time. I treat his podcast like he’s turning around and requiring me to re-teach it to somebody as soon as he’s done talking #LearnForTwo. *One of my tricks is learning for two.* Learning for two was a theme of this show probably 200 episodes ago. HOW NOT WHERE… It's the way I treat the things that I learn that’s sooo powerful... Just because I'm learning from someone face-to-face versus on a stage does NOT mean I should treat it differently! … but people have a tendency to do justthat. *DON’T* YOUR MISSION Go find the one, the two, the three people that you wanna keep following who will teach you a skill set that you know you need, (not things you're getting distracted with)… And anytime time you’re listening to them speak, act like they're on a stage. Anytime they speak, act like you paid $100,000 for a one-day consultation. I used to charge 35 grand for a day's consultation and the waiting list was more than I actually just had time to do, so I don't do it anymore. It was funny how differently someone treated the exact same information because of the context. Let me give you an example: When I left ClickFunnels and I wanted to join the Inner Circle, I was like, "Dude, Russell, let me pay full price." He was like, "Oh, man you don't have to... " I said, "No, no, no, no. It's because I need to treat the information like I paid money to be in it." I also got charged an extra five grand this last year to be in the 2 Comma Club X program on top of my normal Inner Circle fee, which was funny because I'm one of the coaches. I was like, "Ah, dude, you're paying your fee.” If I don't feel a personal investment, if I don't allow myself somehow to change state with it, I will NOT treat that information how I need to treat it. DO WHAT WORKS Don't apologize for the medium that teaches you the best. Understand how the medium you choose does influence those that are starting to follow you or who consume content from your business. The delivery of the information doesn’t matter, as much as the value you place on it. It doesn’t matter if you read the book or listen to the audio… Who the freak cares???? What matters is how I treat the information. When I listen to books… I pause them a lot. I take notes on my text messenger Screenshot it Write it down later ...I have tons of text message screenshots 😂 The last book I actually physically read was (I think) David Goggin's book, *'Can't Hurt Me,' which is so good. (Don't listen to it if words offend you 😉) When people are like. "Well, Stephen I'm not publishing yet,"* I get it. I didn't want to either. But one of the reasons *why* it's so powerful to publish is because… People will treat the exact same message differently just by you changing the medium that you deliver the message on. … that’s why* we pump out so much content.* One of the BIGGEST reasons is... ( and I hate saying it) AUTHORITY The medium you choose is a pre-frame for how you’re perceived. … you can shout your message on a street corner, and the chances are that people will think you’re CRAZY, but increase the staus of WHERE you place your content… ...and you also increase the status of your message! COMING FULL CIRCLE Finally, Some Exciting News… A few days ago, I told Russell: "Dude, good news, man. For 2020, we have the very room that the 2026 Funnel Hacking Live was in” Funnel Hacking Live 2016 was my very first Funnel Hacking Live. It's the one where: I hid a bicycle in a bush I Bootstrapped my way there I stayed up all night in a hotel lobby I traded funnels for tickets, hotel nights and plane tickets I was like, "Let's go full circle." It'll be September 2020, I don't like giant events cause I tend to learn a little bit less and the speakers can't go as deep… So it will probably be a 1000-person event. If you didn't get a chance to come this last year, we'd love to have you next year. Go to offermind.com, we're making it so that you can grab tickets year-round - so you can plan and stuff like that. 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.
	SFR 274: A Marketers Role	03 Sep 2019	00:18:57
*When you get down to the core of it, the list of roles Marketing owns is actually quite small. Powerful, but short.* Recently my revenue took another BIG jump, but funnily enough, I'm doing less of the things that MOST people spend ALL their time doing (e.g. funnel building and posting on social media)... So I started thinking about why this happened? And it all came down to a very interesting principle that enabled me to come 2nd in an affiliate competition (that I didn’t even know was going on)! *Here’s how it happened…* HOW TO BE A MARKETER A few months ago, ClickFunnels was doing this BIG promotion for the One Funnel Away Challenge. I promote with the One Funnel Away routinely because I think everyone should go for it. Besides ClickFunnels itself, the OFA challenge has probably been one of the most life-changing things that ClickFunnels EVER put out - so I talk about it A LOT... Well, I didn't realize that my launch of makeaffiliatesgreatagain.com happened to coincide with the exact time when ClickFunnels was saying: "Hey, we got this cool contest going on." I had no idea that there was anything was going on… … and look where I ended up... Holy Crap it's amazing! I rode a jet ski for three hours and my back’s all sore 'cause I got six feet of air a few times… so you might get to see my fly one day - *#Ouch! I haven't had a break where I just hang out, in quite a while, and… I'm at a point now where I'm trying to orchestrate some more self-care.* I've worked my butt off! What I’ve done in the last year-and-a-half is pretty rare, but it's come at a cost! So, I'm excited to start doing more self-care and stuff, (and, I'm just being open and real and honest with you. This is part of me documenting the journey, right?) For a little while, it was kinda rough. Here’s what’s funny… I didn't know that I’d come 2nd in this affiliate contest until I got a message saying, "Hey, you're coming to Lake Cascade." I was like, "What are you talking about?" But that's not the point of this blog 😉 Instead, I want to share with you… The 3 roles I have in my company Why it looks like I’m doing sooo much, but I’m working less than I ever have What marketing is NOT WHY MARKETING IS IMPORTANT My role in my company is the CEO, but I'm also the marketer. In the last four weeks especially, I've been thinking about my role as a marketer... But first of all, let me share MY DEFINITION of marketing with you… Marketing is the act of changing beliefs with the intent of a sale. Marketing has very little to do with logos, that's branding. Marketing has very little to do with slogans, with color schemes; that's not marketing. Marketing is the act of changing beliefs for the intent of a sale. ...and so, how do you do that? I frequently get asked, "Steve, what's your daily schedule look like?" Or "Stephen, what do you do?" And I get it! ...and it's been interesting to look back and realize what marketing is not. Now, as I say this, I might ruffle a few feathers, but just stick with me for a little bit, okay? Marketing is NOT the act of funnel-building Marketing is NOT the act of posting on social media. ...those are ways to deliver marketing, but they’re NOT marketing itself. Marketing is NOT publishing … I’m NOT marketing now unless I choose to try to start breaking certain false beliefs. I do use my podcast and blog to launch certain products, and you’ve probably seen me do that! But put quite simply, marketing is the act of changing beliefs with the intent of a sale. So it's been interesting to sit back and ask, "What activities in my company fit that description?" I'll be honest, at the time of writing this, I haven't built a funnel in six months. It looks like I’m doing loads of stuff because of the content that gets produced, and I'm not gonna lie; I work like crazy. I work my butt off between 9:00 AM and 6:00 PM. Going up to OfferMind, (or when there's a huge thing about to launch), I spend more time, but besides that, I only work 9:00 to 6:00… But as I mentioned, my revenue is still growing in leaps and bounds.. HOW is this possible? A: It’s simple! MARKETING BY DEFINITION If marketing is the act of changing beliefs with the intent of a sale, (that's my own definition), what activities fit inside that description? Marketing is... Creating a sales message - kinda obvious because that's where you create the stories that change beliefs. Creating the offer - 'cause the offer is gonna be orchestrated with those false beliefs. Creating campaigns - these cause the cash to come in And so, recently, I've been focusing on campaigns like crazy, and there are multiple types of campaigns. Usually, I ONLY deep dive into campaigns in my $23,000 program, but I'm excited to briefly walk through some campaign fundamentals with you now. I'm not gonna go into a crazy amount of depth… But I want you to have a little taste of what I mean. WHAT’S A CAMPAIGN? A campaign is NOT ads. A campaign can include ads, but think back to the days when social media did not exist; think back to the days when marketers didn't have the internet… *How did they get attention?* A campaign is nothing more than orchestrated noise … it's orchestrated noise with little tiny spurts of pressure here and there. And so to create a campaign, I'll build up pressure and then, BOOM! I release the pressure... And all these sales come on in. There are campaigns that are great for getting a product out into the marketplace. There are campaigns that are good at keeping a constant drip of sales coming in. The 2 types of campaigns that I want to talk about today, I call… Launch campaigns Evergreen campaigns But most of the time people are just doing ONE style. So what I've been doing, (and it's really nerdy, it's really geeky, but I absolutely love it), is hanging out with a whiteboard! I know, it sounds really weird 😂 I’ve been hanging out with a whiteboard observing how people are collecting the cash. Now, just think about this for a moment… How many times have you been in *this* position...? You’ve got a sales message You’ve got an offer You’ve got a funnel ... but you don't have any sales! And you're like, "But Steve... but ClickFunnels... but Russell... I'm doing it. I've got the funnel. I've got the offer. I've got the message." Q: Why aren't you collecting cash? A: The campaign is the activity that collects the cash. A funnel is NOT a campaign. A funnel is the way to present the marketing. A funnel just says, "Here's an offer, and here is a message." … that's all a funnel is. But you’ve still gotta get noise for the funnel - *that's a campaign. Think about a campaign as being the orchestrated noise for your funnel.* LET’S MAKE SOME NOISE! Again, remember, there are two types of noise… Launch noise/ campaigns Evergreen noise/ campaigns And what I've been doing is listing out *(on my whiteboard)* these HUGE lists of different campaign styles that people have successfully used to create noise around a product when they launch… ... or successfully evergreen that noise by creating perpetual noise around that product. So, if we take Facebook ads... Facebook ads are a great way to create evergreen sales. Right now I have a webinar where we put $1 in, and we get $4-5 out, (and it's been that way for a long time, and I haven't touched it) - that’s pretty evergreen. That's an evergreen style way to use Facebook ads. Another awesome way to create evergreen sales is by creating very specific podcast episodes that break and rebuild beliefs. As new people find the show, it breaks and rebuilds beliefs, and then pushes 'em over to go buy. That's another evergreen way to get noise around a product. Another one of my favorite ways is... On Tuesday mornings, I'll go on anybody's show, (I've been doing that for a long time), and that's very evergreen, 'cause it's seeding me on all these other shows... That's evergreen! Evergreen styles are NOT usually explosive, but they're just enough cash to keep the doors open and keep money coming in. I want to tell you guys something real quick here… LET ME TELL YOU A SECRET… I have an internal funnel team, and now we're just about done building an external one… *... because so many people ask me to build their funnels.* As of last week, I have two agencies, but it’s still hush-hush (But you know about it now 😉) People sometimes say, "Steven, you can do all this stuff because you have teams." My answer is, "Son, I have been broke many times in my life. I’m just resourceful." So let me give you ONE of the easiest takeaways that I can about how to get resourceful. Q: If I know that a team of professionals can build me a kick-butt funnel for 15 grand, but I don't have 15 grand, *how could I get resourceful around that?* A: Well, I'll tell you something I still do, (even though I have the *15 grand*, I still do it this way)... I go and I talk to my funnel team and I say: "Hey funnel team, we got this really cool thing coming up. Okay, let's go build the funnel, and then I can pay you guys out in two weeks after the funnel's out and the dust kinda settles." And they're like: "Oh that makes sense." Q: So while they’re building the funnel, what do I do? My role as a marketer is three things: Create a sales message Create an offer Create campaigns. So as soon as I create a sales message, as soon as I create an offer, I hand it off to my funnel team... And they build the funnel while I build launch campaigns. So when that funnel's done, I can direct all that pressure and all that pent-up noise over to that funnel - BOOM! I get a bunch of sales, and then I pay off the team with the first round of sales that come in from my launch campaign. *Does that make sense?* It basically means that the funnels that I've been creating for a while now, have NOT come from my business pocket. Instead… The money has come from my early-bird customer's pocket. Do you see what I'm saying? As a marketer, I pull the same five levers.. and boom, cash, cash, cash, cash, cash, cash, cash… And it's NOT around… Funnel building Facebook posts So what are the mechanisms that pull the money off the table? To get something out the door = Launch Campaigns To keep the cash dripping in = Evergreen Campaigns MY ROLE AS A MARKETER? I’ve got three perpetual tasks on my desk: How can I create more sales messages? How can I create more offers to fulfill on the sales message? How can I create campaigns/noise pressure that monetizes once the funnel's out the door? It's funny how people in the One Funnel Away Challenge reach out and say, "Well, I built the funnel and I didn't make any money from the One Funnel Away Challenge." I'm like, "Then you didn't build a campaign, son? Right? That's not the funnel's problem, that's your problem. Go learn what campaigns are!” Campaigns are NOT ads. Facebook is destroying the term ads. YouTube is destroying the term ads. … they're killing it. Campaign existed before social media! But now they call it, ‘Set up your Facebook ads campaign.’ They're killing it! Now we all think that an ad is a campaign. NO Ads can be part of a campaign, but they are NOT the campaign. So go study ways to CREATE CAMPAIGNS! ...and my recommendation is to start watching how marketers are creating noise pressure around the products that they launch. In this game, I've realized I can outsource… Funnel building - 'cause that's NOT marketing. Facebook posts - 'cause that can include marketing, but it's NOT inherently marketing. A lot of my publishing - which I do. It looks like I'm doing A LOT, but I'm honestly not… ... because those things are NOT marketing! Cash is the by-product of marketing And guess what marketing isn't? Funnel building Posting on social media all the time, (I'm not saying it can't be part of campaigns) You spending an insane amount of time like responding to everybody. And then being like, "Oh, I don't have any money coming off of it?" FALL IN LOVE WITH YOUR WHITEBOARD 😉 You’ll need a pen to draw 2 columns: A column for launch campaigns that you’ve observed other people use to generate positive noise and pressure around their product launch. A column about the evergreen campaigns that you’ve seen, "Oh man, look how they're perpetually getting sales off. That is amazing." When you look at it that way, you can step back and go, "Oh man, I need to orchestrate my launch campaign and my evergreen campaign in EVERY funnel before I start building it." The funnel is NOT complete without the campaigns … that's *how* you get the money off the table. Don't just build the funnel and be like, "The funnel hasn't worked." My funnels work because I generate noise to them, not because they exist on the Internet. I sat back and I started realizing, "Crap, I’ve won a few of these trips in affiliate contest now." I didn't even know this competition was happening, but the reason why it's worked so well is that… I know my role, and then I outsource what is NOT my role. *Stop trying to be a solopreneur* Alright, you reading this right now, you're in one of two scenarios. Either… You're currently selling a product and you've got a slick sales funnel and traffic... There are ads and you have content, bringing in new customers. You have upsells, downsells, and phone sales. You've almost automated it, making money while doing everyday things. Either that's all set up and going… OR… The second option is you don't have any of that, and you're still trying to make this work and tie all of these pieces together. If you want my help, just go to capitalistcoaching.com and see where you can get started. It took me a long time to get the skills for all this to get moving… Writing the sales letter Making the sales videos Building the funnel Writing follow-up emails Promo campaigns Promo emails Fulfillment plans Fresh new ads ... there's A LOT. And the path to move forward is different for each person. So I created capitalistcoaching.com for you to check out where you need to start. Whether you're just starting out with… No product No list No single clue on what to do next. OR… If you're like one of our BIG corporate clients who just need to add more revenue and scale your offer, go to capitalistcoaching.com. I don't really believe in shortcuts, but I do know you can speed up the path on the journey. Figure out the BEST place to start by going to capitalistcoaching.com now.
	SFR 273: Simple Marketing Math	30 Aug 2019	00:26:42
*After the basic marketing principles are learned, tracking effectiveness really just comes down to simple numbers…* One of the BIGGEST reasons why people don't move forward in this game is that they feel that they’re unqualified for what they're being taught. Meaning, they say: "That’s awesome, but it will NOT work in my situation." Besides doubt itself, that attitude has killed more dreams than almost anything else The belief that what they're learning doesn't actually apply to them is, in my opinion … One of the biggest reasons why people don’t move forward in their lives and get what they want. I have a bee in my bonnet about this… and frankly, it pisses me off! I've had so many people say things like: "Stephen, you're in the info product space, therefore what you’re teaching can't work for me, because I'm selling e-comm..." or whatever. So, I wanna teach you how I used specific marketing principles and applied them to an e-comm funnel! I'm following marketing and sales principles, not funnel principles. The marketing and sales principles tell me what to do beyond, "What’s the model?” ...and so I just follow these principles. It doesn't matter what you sell, it has nothing to do with that. BEST MARKETING PRACTICES, (NO YOU’RE NOT THE EXCEPTION) *TRUTH NUKE* You’re selling to a 100,000-year-old brain, so unless you've found that one person in 100,000 who’s found a way to negate the human brain, this applies to EVERYONE. And *YES* … it’ll work for you, even if you're in... Retail B2B Multi-stage high ticket sales. And it’ll work for you EVEN if you don’t collect the cash on the internet… Those types of things are mechanics. I want you to understand marketing and sales at a deeper level than just ‘how do you sell in just a single scenario.’ The principles are the same and the product really doesn't matter nearly as much as people think it does. (Yep, still pissed, but I'll stop pounding that point now!) The bottom line is, everyone could achieve so much MORE if they just actually start executing! SELLING CAPITALISM SWAG I love selling info products for a lot of reasons, but today, I'm gonna walk you through how I boosted the cart value for some physical products… I’m gonna share the case study of my recent Capitalism Swag funnel. This is something that it might be advantageous for you to go to salesfunnelradio.tv to watch - click the link and it'll take you straight to the YouTube channel… However, my blog writer is awesome - so if you prefer to read you can stay put! 😉 DIGITAL MARKETING STRATEGY - MY OPENCART* So this a screenshot of the stats dashboard… The cart was open for about five days, but the stats cover a week, 'cause there were a few follow-up sales that happened because we had some "seen but not purchased" email sequences going. So this is July 17th - July 24th, 2019. There are a few key principles I wanna share with you guys on this, but first, let me show you the funnel... FUNNEL PAGE #1: We gave the option to buy the Capitalist Pig t-shirts. (...and by the way, you can go to capitalismswag.com and sign up for the notification list if you wanna jump on the next drop.) The whole goal of Capitalism Swag is to make rather jarring t-shirts which say the message so that you don't have to. The offer was a $32 t-shirt; which was NOT cheap, but not crazy expensive either. I mean, there are t-shirts out there that cost way more than that… but it's towards the upper range. And let’s face it… It would be really weird to sell discount Capitalist Pig t-shirts - that would be against the actual message. Anyway… There was a male fit and a female fit. You could buy 1-5 shirts of any size. We added a $19 bump - which was a hat. It's so dumb to not have a bump! Anyway, the bump was 19 bucks, which is very comparable for a hat. FUNNEL PAGE #2: On the next page, we offered a hoodie for $69... A little bit more expensive, but it was a super nice one. ...and it was like, “Hey, whatever size shirt you chose on the last page, that's the size of the hoodie you’ll get.” For the next page, I remembered a powerful lesson I learned back in the day when we launched the Expert Secrets book… DIGITAL MARKETING - EXPERT SECRETS STYLE I’m very observant, it's one of my superpowers, and when I was at ClickFunnel I observed what Russell did like crazy! One of the things I noticed was that, a lot of times, when Russell sold a book, something physical, swag, or whatever it might be… The first few steps in the funnel were physical because the perceived value is extremely high… However, the cost of goods was also high because you’ve gotta... Pay for them Print them Put them in a box Ship them (...and if you’re not the one doing it, the costs go up, and I'm not gonna be the one doing that!) So that means super high costs at the top of the funnel. However, as we moved down the funnel, (and it was the same in the Expert Secrets book funnel), the upsells get more digital. Q: What's the cost to fulfill something that is digital? A: NOTHING It doesn't cost me anything to fulfill on digital, but I do have to sell it harder. We know that the second “YES” is ALWAYS easier than the first… So if I'm selling physical, I might as well have a digital something down the road… Which brings me to page #3... FUNNEL PAGE #3: For page #3, I was like, "Well, what can we add that would be digital?" And sure enough, we had this thing called OfferMind MasterClass, which included a ticket to OfferMind. It’s basically an OfferMind ticket for $297, but they are also getting the OfferMind MasterClass with it as well. FUNNEL PAGE #4: Finally, we had ‘Thank You’ page that was actually a ‘Thank You’ page webinar with a special deal. It was a $3000 product for 50% off called My Funnel Stash Now, this is really key as we move forward… It’s the reason why if they clicked ‘buy’ on the 50% OFF offer, then the actual order page, the fulfillment, and all that was actually in a different funnel... (which is why it's NOT part of the stash dashboard)… ... but we had sales directly from My Funnel Stache from this funnel. Now what I'm gonna do real fast is use another marker to go through this, (and let me kinda zoom this up here a little bit so you guys can see it a little better)... So now it’s time to walk through some numbers… CAPITALISM SWAG - THE NUMBERS We had… 1751unique people saw the first page. We had 121 bought a shirt = 6.9% conversion rate 12 people, (about 10%- I forgot to click the down button and see), bought the hat. 20 people bought the sweatshirt = 15% conversion rate We had 12 people buy OfferMind MasterClass = 10% conversion rate We had 2 people buy the offer on the ‘Thank You’ page webinar - now that's NOT a lot, but the price tag is high. It's incredible, but it was also a screaming success. I launched to a hot-list and didn't spend any ad money. ...and what's interesting is what happens next, check this out... So if we look at this on the stats dashboard right here real quick; we had $10,700 come through just on the shirts, NOT including the ‘Thank You' page webinar. We had 2 sales, (which is another three grand), so our actual gross amount of revenue from this funnel was $13,786.95. Now the reason why these numbers are such a BIG success is that there were only 121 buyers. So if you divide $13,000 by the 121 buyers... ...instead of it being an $89 cart value, (which is still awesome for a $32 shirt, it's like them buying three of everything), it was actually $113! The BIGGEST thing I want you to know right now is that I'm NOT sharing this with you guys so you're like, "Oh, this is how he got us..." NO, NO, NO! This is smart marketing, (if I'm allowed to say that about myself)... 😉 This is using is the marketing and sales principles of funnels to sell anything. The whole point of this funnel was to help people gain more awareness and go purchase OfferMind tickets - that's why everything after this goes to OfferMind… #OfferMind, #OfferMind, #OfferMind. Capitalism Swag was created as a front-end for OfferMind. It's also to help people create messages on their chest that say, "Hey, I believe and don't believe this!" But as a business, it's a front-end for OfferMind - that's why we created the whole thing! This was such a huge deal because instead of it being $89, the average cart value became $113 because of the ‘Thank You’ page webinar offer… ...it was like everyone bought an additional t-shirt, even though only two people bought that final BIG offer. BOOSTING YOUR AVERAGE CART VALUE Okay, so think about this for a second… There was a $113 average cart value (no ads to hot-list shot, and it was only open for five days). We had ‘seen but not purchased sequences,’ so if people saw the hoodie but didn't buy, we had two or three emails that reminded them. We had a number of people buy after that. We had ‘seen but not purchase’ sequences that came in, "Hey, I see you didn't get the OfferMind Masterclass..." ... and we had a number of people that came and bought that. Of the 121 who entered the funnel, we got a substantial boost to the revenue by having a ‘seen but not purchased’ sequence. We had a substantial revenue boost by having a few digital products in the back that were very valuable. There was also a substantial revenue boost by having 12 people buy another $20 hat order bump on the first page. These are powerful principles. We also had the option to add downsells to a couple of the pages… If people didn't click “Yes” for the OfferMind MasterClass there was a downsell which offered it as a two-pay option for (I think) an extra $30, $40, $50. So downsells on either the OfferMind MasterClass or My Funnel Stache dramatically helped the revenue. APPLYING PRINCIPLES TO ANY INDUSTRY I had a chance to go consult with a clothing company recently and the principle of increasing average cart value was one that I went through with them… The question you ask is… How can I increase the average cart value of those who are already buying and those who are already in the motion of purchasing? Q: You know what happens when you give people the option to spend more money? A: They spend more money! So instead of only being able to spend $32 on ads... (Right now, I have the cost of goods and I have all that stuff as well, so it's not that full amount)... ...there’s a significant amount more cash I can spend on ads because of those higher-priced digital upsells. Now I can spend $113 I can spend to acquire a single customer. ...that's crazy.! Can you tell me another t-shirt company that has the ability to do that kind of stuff? There's not many out there! That's why I wanted to share this with you… BREAK THE RULES If you already have a funnel that's up and running right now, instead of going and trying to build another funnel, (which I'm not saying to not do)... But go back to your initial funnel and look to see where the obvious places for upsells and down sells are? If you’re thinking: “Hang on a minute, Steve! You put a webinar in the back of an e-comm funnel???” “Heck Yeah, Son!” …’cause it doesn't matter! The rules are more blurry than we tend to make them. If you’re thinking “Whoa, but that's an info-product practice!” I have another question for you… Well, are you sure? 😉 TWO PRINCIPLES Sooo… #1: If you already have a funnel up, I challenge you to go in and say, “Where can I grab more cash off the table?” If you don't have a funnel up yet... I encourage you to just get something out there. Solve a problem Make something in the marketplace that's of value, and just put something up. Start gathering data to start tweaking stuff and that alone, right there, will start dropping false beliefs more than you trying to plan the crap out of it. Stop! Get it up! Just get it out the door!!! #2: I want you to ask yourself the question: *How can I increase the average cart value?* MAX CART VALUE (& WHY IT MATTERS) Now, I wanna run through one last piece on this to just to illustrate the principle…. … cause this whole game is a lot more engineer-able than most people realize! Let's say I was to buy EVERYTHING in the funnel, check this out… $32 for the shirt $19 for the bump $69 for the hoodie $297 for OfferMind Masterclass $1497 for My Funnel Stache ... if I was to buy every single thing inside of this funnel, I would spend $1914. If someone was to buy everything from the funnel, I call that The Max Cart Value. ...I don't know if there's another term for it, I just kinda I call it that. I've seen my average cart value be as high as a third of the max cart value, but that's not too often. So, let's take SaaS, for example, (aka the software industry)... For SaaS, a lot of times, it’s $100-$250 just to acquire a customer trial - that's not abnormal. So if I know, “Oh my gosh, I need to be able to fund $100-$250 just to acquire a trial,” then my max cart value better be 10x that amount. So I if I divide my $113 average cart value by the Max Value of $1914 - that's 5%... ... so if I needed $100-$250 to acquire a customer, I would need to boost my average cart value. Does that make sense? MATH & MARKETING PRINCIPLES One way to approach this game is to know, "Hey, this is how much money I make on average when somebody comes through my funnel." The other thing to consider is how much ‘typically’ somebody in your industry is spending to acquire a customer ... and then, just try to get your max cart value as high as you can to give you the best shot at acquiring that customer for FREE. … and if that didn’t make sense, go rewatch on YouTube... 'cause that’s a powerful, powerful principle! When I started realizing that principle, I was just looking at the average cart value and asking... “How can I get my average cart value really, really massive?" But now I look at the max cart value… I’m like, "Oh man, I need to add another upsell in here that's worth like $500? Yeah, yeah, yeah. Let's put a $497. What is worth way more than 497?” I boost my max cart value which, in turn, increases my average cart value and that will help get me above my cost to acquire. The relationship between the... Cost to Acquire Average Cart Value Max Cart Value ...is one of the things I'm looking at A LOT when I developing funnels now. And let me repeat, it doesn't matter if your business is... E-comm Info High ticket ...and it doesn't matter if you collect the actual money online or offline! A lot of people get leads like this, the first funnel you see is not what they actually sell, but where they get the leads. You’re using an offer for something else is paying for the leads, you're liquidating all of it, and then you're collecting all the cash on the back. I can feel there's not enough story in this episode, but I'm hoping it's walked you through a little bit more of how my brain works when I'm starting to design funnels. I have six funnels on deck right now, and they're big ones, they're hard ones, they're challenging funnels to think through and put together. ...and I'm excited about them! But this is what I'm looking at… How can I spend the most to acquire a customer? I wanna be able to spend more money profitably than all my competition to acquire a lead. Not only am I awesome at fulfilling on it, but my offers are amazing #I’mTheOfferGuy But if I can speak louder and be amazing, that's HUGE. Sometimes, people are like, "Oh Stephen, I'm not gonna speak louder 'cause my products so good." *DO BOTH* I'm gonna speak crazy awesomely loud, (which you all know I can) 😉 I'm gonna be able to spend more money to acquire a customer than everybody else because I understand these very simple principles. So go in and start thinking through that…. Do you actually know your cost to acquire a customer right now? Do you know your average cart value? What's the most amount of money somebody could spend in a buying session? Can you increase that ceiling? Then watch your average cart value increase as you increase your max cart value ceiling. ...that's the game! Once you realize that, you're like, "BOOM! Now, I got this huge list of people who are buyers." And then I can go dump all of this $13,000 in revenue back into... Fulfillment for the t-shirts and all that stuff Back into ads… or in this case, OfferMind to make it even cooler… ...we’re not taking profit, I want to dump MORE money into cooler, bigger projects! … it’s exactly the same principle. Hopefully, you enjoyed this! If you did, I’d love a review from you, go to sjlreview.com - that’s Stephen Joseph Larsen! Be honest. If it's brutal, be brutal, but if you wouldn't mind, leave me a review. And then, go implement this in your business…. Go figure out… Where am I leaving more cash on the table? Start thinking about the principles of … Cost to Acquire Average Cart Value Max Cart Value ...and when you start looking at it you’ll realize, "Oh my gosh, this game is not as much about guessing and getting lucky as I thought." I remember when I realized that myself! I'll see you next time… and hopefully, I'll see you at OfferMind. BOOM! If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on *all the strategies, right? That's also good. But the hardest part* is figuring out what the market wants to buy and *how* you should sell it to them, right? That's what I struggled with for a while until I learned the formula. So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it. *Wanna come?* There are small groups on purpose, so I can answer your direct questions in person for two straight days. You can hold your spot by going to OfferMind.com.
	SFR 272: 10 Common Product-Marketing Mistakes	27 Aug 2019	00:30:43
*Understanding some simple 'laws' around marketing greatly increases the chance of a successful product.* *It's not a linear scale. It's exponential.* *A small principle massively determines a product's outcome…* I was just chatting with my crew, Colton, and Austin, I asked: "What are the most common issues you see when people are talking about their products?" You have to understand the unique position that we're in… I'm coaching like crazy, and they're here listening, hearing the questions, and my responses… We also spend time going back and forth on principles of our own to figure out how to sell MORE stuff… It's a very unique room! Every once in awhile, it's cool to sit back to think through what we’re learning. In fact, I picked up one of my favorite books and reading some of the pages I haven't read yet… (which is funny as I just called it one of my favorite books… which is true, it is,! But it was a part of the book I haven't really read that much yet…) … and all these things that I’ve been teaching and going through, the guy's saying the exact same thing. I was like, "Man!" I had this moment of stopping and reflecting on: What am I learning? What are we learning as a team right now? … and that's been really helpful. So I encourage you to make some time to do that also… Take a moment to sit back and think about what you’ve learnt on your entrepreneurial journey here? PRODUCT MARKETING & THE ENTREPRENEURIAL JOURNEY I recently did a podcast interview with somebody and they asked about my coaching style. I did NOT go out to be a coach. I am a coach, but that's NOT ‘what’ I am. I have a motorcycle, that doesn't mean that I'm a biker. … and equally, coaching is only just part of what I do. So… If I have the goal of what I'm moving towards as an entrepreneur, ( and this is what I was talking about in the interview I was on)... As a marketing coach, I'm gonna go in and teach cash models - that's what I'm promising to teach, and that's exactly what I do. I teach models that cause cash, as a rule, NOT an exception to the rule. i.e., "As a rule, when I do that, da-da-da-da, cash pops out the other side.” Now what happens is when I'm teaching these models, there’s this really crazy thing that happens inside of each one of us… ...it happened to me, and it still happens to me! We see the goal and we see where we are currently, (and I've talked about this a little bit in the past), but what happens is I start to say: "Oh, you know what? I actually... I'm not actually worthy to pull that off yet." And maybe ‘worthy’ isn't the right word, but, "I'm not ready to pull something like that off yet???" The ‘me’ of even a year and a half ago could NOT handle what I'm doing right now. … it has nothing to do with systems and teams and all that stuff, ( I have those things now), but the ‘me’ of a year and a half ago would NOT be able to pull off what I'm doing right now…. *There's no way! I've grown way too much since then!* So what happens is we're like, "Hey, I'm gonna go hit this goal," and as we start progressing towards the goal, all of these little blocks, all these obstacles pop along the way. Bam, bam, obstacle, obstacle, obstacle, obstacle… … and tons of false beliefs about our capacities and our ability to move forward: What should I be selling? Who should I sell to? "Oh, you know what? I'm glad that business didn't work, otherwise, I'd be stuck selling in it." It's like these scales that pop away from our characters and these character flaws just start melting away from us. ...and this is a very *not-fun* thing to go through! It's one of the reasons why so many people don't make it. It has very little to do with the model that we're teaching. 99% of the reason someone doesn't make it in this game is that they can't hack the growth. That's it. And that's a false belief - EVERYONE can hack the growth. I'm watching my little one-year-old: She's walking She's eating She's teething ...she's going through a whole bunch of growth and it's super similar to going through growth as an entrepreneur. You can handle it, EVERYONE can handle the growth, but what they don't have is confidence in their ability to execute. Now that you know that about yourself, (and all these character flaws and things start popping up), what you have to be cognizant of is: "Oh my gosh, I have these character flaws I didn't know I had." Here’s what to do: Write them down! Write them down! Become conscious of them. Don't tackle 'em all at once. Don't compare yourself to another person. It's you against you, and it's you against yesterday. ... so start writing down all the things that you're starting to see in yourself, like, man… not that we're seeking perfection... That's not what it’s about either! However… I can't do a podcast if I'm afraid of speaking - which I was! I can't sell if I'm afraid of talking. I can't sell if I'm like, "Man, I don't know how to use ClickFunnels." ... I’ve gotta go through a little bit of a learning curve to learn how to use ClickFunnels! And all those pieces ...that's why people don't make it. People ask, "Stephen, is this gonna work for me?" "Uh, yes! But are you gonna work for it?" *Flip that question around* Are you willing to do that? I SEE PATTERNS As I watch some of the patterns inside of my audience and the ClickFunnels' audience, and other places, these are 10 reasons that I see (just right off the bat) that someone's product isn't working. Just by the way they're speaking about their product, I know, "Oh, that's easily why it's not working for you." HOW TO MARKET A PRODUCT #NOT! This is NOT a definitive list. This is the list that we just riffed off real quick the most common things that I see when it comes to… Why your product is NOT selling Not really doing a great job at marketing Issues when you talk face-to-face about your product. Massive issues and false beliefs around your capabilities. So these are 10 things, (again, not definitive). I wasn't even going for the number 10, it just happened. I don't wanna rank these and say, “This one’s more important than this one." That's NOT what I'm saying at all, but if you are doing any of these in your product marketing, you won’t be selling as much as you could be! 10 MASSIVE MARKETING MISTAKES #1: TRYING TO SELL EVERYBODY (...and this is definitely one of the BIGGER reasons why people don't sell well...) Don't do that! Not everyone is a dream customer of mine. I'm not trying to sell everybody. I used to try to and anything that had a heartbeat. "Come on over here. You keeping your options open?" … and all this stuff! I kept trying to sell anything that had a heartbeat, and I went through 17 tries and then I learned what funnels were, and then it was another 17. The second 17, I actually was breaking even - I was actually making money. It was more money than I'd ever seen. It wasn't tons, but it was like, "Wow! It’s working.” One of the major differences between my first 17 attempts (over three and a half, four years) versus the 17 afterward, (which again was another three and a half, four years)... *YES - it took me a long time to try and figure this out!* "Stephen, it took you that long?" Yeah!” I'm sharing all the lessons so that you don't have to go through that - 'cause it sucked. Hopefully, you're coming to OfferMind, so I can share more lessons with you. To counteract this tendency to sell EVERYONE ... I get extremely clear on ‘WHO’ I want to sell. The more clarity you have around ‘The Who’ the easier this entire game gets! #WorldsEasier. It's so much easier to figure out what you're gonna sell when you just know: ‘WHO’ you're selling WHAT their issues are. Anyway, that's #1 #2: SELLING PRODUCTS THAT ARE BETTER THAN THE REST OF THE MARKET *STOP* In fact, I saw a post yesterday and I was like... (crap, what day is it? It's Tuesday, it might have been two or three days ago)... Anyway, somebody said, "Who wants to get on and help make a better ClickFunnels?" [laughter] “And maybe we could go get funding for it?" People started talking about how much money they were gonna go get… "Let's go get some VC funding. And yeah, who knows a coder that knows how to code some stuff?" And I was like, "Man, that is destined for some serious failure already on so many levels." Not just the fact that they are taking on VC funding, but the fact that, by very definition, they were trying to make a better ClickFunnels! ….they’re already destined for failure. ClickFunnels is already the category king of the funnel world. Be prepared to fight over the scraps, my friend. Clickfunnels has 80% of the market share, so here's your tiny share! ClickFunnels has something like 350 plus employees. I don't even remember how many devs they have any more, but it's A LOT. The overhead they have just to keep the company up and moving... are you prepared to compete with that? That's exactly the fallacy that people have though! This is in any industry… For example; let's say protein. Someone's like, "Oh, I'm gonna go make *a better* protein powder." That sucks! Man, pull a Bulletproof Coffee. Dave Asbury did a completely different thing than, "Let's just make a better coffee." He's like, "Let's put butter in it?" #What! The key here is that you don't want to be better, you wanna be different or new. Stop trying to be better. I'm NOT trying to be better - that's why I'm NOT the funnel guy even though I was a funnel guy at ClickFunnels. It would be actual suicide for me to position myself as the funnel guy. I didn't do that on purpose. I'm the offer guy 'cause it's complimentary. *Offer creation was different, no one was doing it.* Be different rather than better. Be new versus better. *DON’T BE BETTER* Go read the books Play Bigger and Niche Down - those two books are awesome and very much talk about this piece. So, go in and… Study and learn how to create things that are different. I'm just gonna leave it there. This is NOT meant to be a dissertation. *#3: PEOPLE DON’T KNOW WHAT YOUR FIGHTING FOR* OR AGAINST? I did an episode about this very subject recently - 'cause this is a HUGE deal, and it's the reason WHY** I wear The Capitalist Pig T-shirt so much. The moment people understood what I’m personally, (not just product-wise), fighting for and fighting against - it calls the people who share my beliefs out. They're like, "Oh my gosh, me too." And guess what that did? It definitely caused a divide. I'm NOT trying to divide people; those thoughts and opinions about what I fight for and fight against, they were already there. I didn't create them. I'm trying to see what my market is fighting for and fighting against and which ones I agree and completely disagree with, and then just be REALLY LOUD about it. Just be more opinionated about the opinions I already have. I'm not creating it, I'm just being louder about it. The mistake is when your customer has no idea what you fight for or fight against. People wanna buy what you fight for and against as much as they wanna buy the product. In fact, I think it was Seth Godin who said that there’s never been a time in the history of humanity where there's been so much de-tribing happening. There's never been a time in history where there's been so much separation amongst people. People are wanting a tribe. People want to know where they should be and feel included, but equally, they don't wanna be in places where they're not supposed to be. There are two equal levels... They wanna be included They don't wanna be where they're not supposed to be. I'm giving people a place to belong by using the statement: My name is --------- -------- and I am fighting FOR ------- #Blank ?! and fighting AGAINST ------- #Blank?! By using this statement, I'm actually being a voice for a core human need. When people don't know what it is that you're doing, (all you're doing in their eyes), is trying to sell 'em another product. When I know what you’re fighting against, I'm joining with a purpose. I'm saying things like: "The product is the way to fight for----- #Blank. The product is the way to fight against------ #Blank." People don't know what you’re fighting for or against unless you can declare it. Know what that is that you’re fighting for and fight against. I'm fighting for----- #blank! I'm fighting against----- # blank! I fight for ... Entrepreneurs, especially new ones Entrepreneurs that have done a million to 10, and they're trying to get even bigger And… I fight against Socialism. That’s it in a nutshell. I’m not saying don’t help people, that's not it at all. I just believe I can help more people when I'm rich than when I'm poor. And BOOM! ...if loud about that offends you, I completely understand! …. but just take the lesson. That's exactly what I'm talking about. There are people that are gonna want to learn from me because they're like, "Yes! I’m for and against those same things Stephen." And then there are people who were like, "No, I don't wanna do that." Fight for, fight against. The way to help solve that mistake is just to listen. Once you know who your dream customers are, listen to what they’re fighting for and fighting against and start sifting through… Oh, you know what? No, I don’t fight for that! I do fight that one I fight against that one. I fight for that one I fight against that one. “Thank you, dream customer base. I’m already really passionate about that. Why don't I have that be my FOR” I keep listening, listening, listening - that's how I chose what I’m FOR and AGAINST #4: LEAD WITH THE PROBLEM Now, this is a pretty common mistake. I don't remember what the stats are on this, but literally, we're seeing thousands of ads and brands every day... ...even if we don't know it, they're just always around us, ads and brands all over the place, thousands of them. Most people are leading with is their solution. Products are essentially a solution. And what they're going around and doing is saying like, "Hey, come follow me over here... solution, solution, solution, solution.” That's actually an issue. Unless they're actively seeking a solution, (which sometimes people are), but a lot of times people are not… Make sure you lead with the problem, NOT the solution, and the way to do that is to actually know what problem you solve. I feel like most of the time when I'm watching somebody's funnel, they don't know what problem they're actually solving. You should be able to say, “This is the problem that I solve." if you can't say that … If you don't have clarity about what you do or the problem you solve, your customers don't either. In order to lead with the problem, you actually have to know what problem you solve - *know the problem.* #5: SELLING FEATURES This is super common, I see this one a lot. I just got this Apple Watch and they're freaking cool. I've really enjoyed this thing. I've only had it 24 hours, and I'm amazed! But I'll tell you, all the features are NOT what sold it to me. What sold it for me, were certain stories about people using it and it actually improved their lives. It had very little to do with features. There are a few features I was excited for, but that's not ultimately what did the sale. What made the sale was my own narrative: Oh man, I wanna get healthier. I realized that I actually do spend a lot of time at the desk. I know what I track always improves, (even if I don't do anything else with it), if I just simply track it, things will improve. Why don't I track my health and I can become the identity that I know that I am, which is an athlete. It's just that I've been an entrepreneur in the past a little bit and getting the stuff off the ground… I have’ an identity’ that the Apple watch gets me closer to. So stop selling with features, no one usually cares. … they're cool little ‘attaboys,’ but they're NOT usually the reason why somebody buys. Buying for features is very, very, very seldom, and don't seek to be the exception there either because... Story is greater than features. Oh, what's up son?! *Story is greater than features* - just keep that in your mind. If you're like "Oh my product needs one more feature to really make it awesome in order to sell." #TruthNuke! Features are NOT what they're buying in the first place. Do you have a story? This is a BIG one. People start with talking about what's in the offer - and you gotta tell people what's in the offer but that's so secondary, it's like number 99 down the line. Features are NOT what causes the buying emotion. ….if you don't believe me, go find the podcast episode in Sales Funnel Radio called My Favorite Book, aka The Fake Book Story… … it’s the epitome of this principle! Anyway, I'm just gonna keep going on these…. #6: TALKING ABOUT THE PRODUCT, NOT THE CUSTOMERS PROBLEMS I’ve kinda talked about this one a little before, but you’ve gotta lead with the problem during your actual conversation with people... Leading with the problem is how I create: The Offer The Marketing Message The Story But I'm saying ‘in the actual conversation’ you're having over the phone or face-to-face, do NOT just start talking about features. The conversation needs to be guided around their problems. Of course, you're not gonna call them problems and come right out and ask, "What are your problems?” They're not gonna call them that, right? That's NOT what I'm saying at all. *But you're gonna focus on their issues.* Too many times, people walk up and talk with some other person, and they say, "Yes, and the product is this, so it'll... And the product is this and does this and is this, is this….” And most of the time, somebody who's purchasing won’t always see how your product solves their problem. That's why you have to focus on the problem. You lead with the problem. As far as conversation goes, it's about their problems, NOT your solution. Eventually, you gotta get to the solution, but don't start that way. I guess that was kinda a remake of #4 #7: TECHNOBABBLE Technobabble isn't bad when you're talking to someone else who understands it! But if you don't understand it, “Man you feel lost in the sauce.” A few nights ago, we had some friends over to hang out and play a fun card game, and it was awesome, but they started talking about a show that neither my wife nor I had seen… …. and I'm not gonna lie for a little while there it got a little bit awkward. And *I know they read this*, ‘What's up guys!” ...but this is to illustrate the principle. (I'm laughing because I'm gonna be made fun of for this… but I've never seen *Stranger Things* ... I'm planning OfferMind, baby!) However, we've all been in a scenario where you're just like, "I don't understand what they're talking about," and it's fine… But… In a sales scenario, a confused mind always says, "No." I love Experts Secrets where it talks about how if there's anything that you perceive as being technobabble, you add what's called a kinda like bridge... ...that's what Russell calls it and I love that title for it. So instead of using technobabble, you add a ‘Kinda Like’ bridge Instead of saying like, "Beta-hydroxybutyrate,” you say, “...it's kinda the coals on fire at a campfire. You know how they burn a long time - that's kinda like what that is.” Then your customer's brain is like, "Oh, I get it!" The human brain learns by building off where it already is. We don't learn these random pieces of information and then be like, "How does that connect?" There are very few people on this planet do that. Instead, we learn by starting at a place of understanding and then seeing how it relates to the NEW thing. That's how we all learn, and that's how your sales message has to be. Does that make sense? #8: NO ORIGIN STORY In general, some of these mistakes are slightly overlapped, but when there's no origin story that's a massive mistake. The Origin Story is the easiest of the stories (usually) to create, but it’s also the one that can take more time. Just 'cause it takes more time doesn't mean it's hard, but it can take more time. You have to go through and test it and see which parts of the story are actually resonating with your people. People are buying the story. One of my favorite examples was at an event I was speaking at a little while ago; I told everybody to close their eyes and I said: *"Guys, I wanna tell you about this really amazing time and I'm gonna lie my face off."* I’d already done The Fake Book Story, so I was like, "Hey, I'm gonna lie my face off, but it's to illustrate another principle, check this out….” I came home from my college classes one day and I walk up to my apartment. I open up the door and the moment I opened the door, *there’s an amazing aroma of food.* You can tell that there's been preparation in there. I open up the door and I just get hit with this big old blast of amazing food smell... ...and sure enough, on the kitchen table in our little apartment, *there was this incredible spread of food.* I kick my shoes off and walk across the floor over that one place that *always creaks.* You know that spot - it ALWAYS creaks down. I walk over and my wife is there making *this amazing spread of food*. She had on this apron and I totally dipped her back and *gave her a kiss*, and we just had a fun evening together. Then, I stopped and said, "Okay, now let's think about this, what food did you imagine?" I had people saying… Pizza Thanksgiving Lasagna What's funny is everyone had imagined a different spread of food. I said, "That's really interesting. I was imagining a different kind of food than you all did - that's weird, that's my story though.” I said, "Now, what was the color of the door that you opened up?" And people were like… I was imagining this house we used to live in I was imagining this apartment we used to live in. I was like, "Oh, that's interesting. We were living in these college apartments with a blue door."I remember that blue door.” I said, “ Now what was the color of the carpet?" Everyone had a different color. I said, "Well, that's weird." “And then I walk across the carpet, and remember there's that one spot that squeaks, do you remember what the squeak sounded like?" *...people started making the squeak!* I'm like, "That's funny, man. The squeak was different in my head than in your head. That's really crazy. I wonder why that happens?” You have to understand that telling a story allows others to become the protagonist in ‘your’ story. They become the main character in your story and they use their backgrounds and facts and experiences to experience your emotions. That's why story is so powerful. To not have a story is NOT a small deal, it's a HUGE deal. Story is what people buy; people don’t buy the offer, the offer is just the justification, The story is what creates the buying emotions. #9: SELLING THE PRODUCT, NOT THE TRANSFORMATION Said another way… *People are selling the drill rather than the hole. You're selling the sizzle, not the steak.* You know what I'm saying? You gotta sell what your thing allows them to become and do and why it allows them to get closer to the who (#MyAppleWatch 😉) they know they are. It’s very easy to buy and justify certain things when people are like, *"Well, I am a----- # Blank.”* And you're like, "I know. That's why we created this so that you can have that!” They're like, "I get it!" It’s very easy to sell stuff when you sell the sizzle, not the steak. #10: NOT CLOSING Probably the number one reason I notice people don't make sales is that they don't close *- they just don't ask for the sale. People go in and say, "Well, I told the story, Stephen. I have an offer. I had a great hook."* I'm like, “How come they didn't buy? Tell me what your closes were? What were the logical reasons to act now?" “Well, I don't know if I had any closes?" COUGH Well, that would be the reason no one bought! People are waiting for permission to take action; most of the time you just have to give it to them. Q: “Is this something you could see yourself actually using in the future? 'Cause I feel like it could be a great fit for you.” A: “Oh yeah, totally.” Q: “Do you think that this would be something that you'd want sooner or later? Would you want these results now or maybe in a year from now?” A: “Oh, you know, I'd like them now." Q: “Debit or credit?” BAM! Just go straight in for it. … and usually, the sale begins if they say, “NO.” RECAP! These are some of the major mistakes people make when they're talking about or selling their product. They sell it to everybody, but not everyone's gonna buy. In fact, there's a dream slice that is pre-destined to purchase. I want them. Selling what's different and new rather than what's better. No one cares about the better. What are you fighting for and fighting against? That lets them join with you. Lead with the problem, not the solution. That's very key, that's a HUGE marketing lesson. Story outweighs features - 'cause they're not buying features. They're buying the story. Your conversation about the product needs to be focused on their problems, not what you do. They’re like, "Oh man, I thought this was about me and if it was a good fit for me? ...and you just keep talking about yourself Sales guy!" Don't technobabble Make sure you have an origin story Sell the problem not the solution Always close I wanna thank you so much for being part of what I do, and hopefully, you’ll choose to come to OfferMind. BOOM! If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on *all the strategies, right? That's also good. But the hardest part* is figuring out what the market wants to buy and *how* you should sell it to them, right? That's what I struggled with for a while until I learned the formula. So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it. *Wanna come?* There are small groups on purpose, so I can answer your direct questions in person for two straight days. You can hold your spot by going to OfferMind.com. Again, that's OfferMind.com.
	SFR 271: Fight For, Fight Against	23 Aug 2019	00:12:35
**One of the simplest ways to create the noise needed for large sales is to get public about what you're fighting for* and against.* You'll find the added polarity CAN carry your product faster and further than you could on your own...** I’ve been making some people pretty livid recently… ...and it’s ALL because of ONE simple sentence! What if I could share this dangerous fill-in-the-blank sentence with you, (it has the power to totally revolutionize your business) - would you be interested??? *CAUTION* … this sentence isn’t for the weak-minded and it will probably bring you some haters!!! (I’ve definitely been feeling nervous recently). But it’ll also help you to… Develop your attractive character Define your market Increase engagement with your content Grow your following (which is one of the questions I get asked most often) …so are you ready to take this next step? CAPITALIST PIG SALES PSYCHOLOGY #OINK There are a few specific principles that I use which work very well to get my message out there, and they have EVERYTHING to do with The Capitalist Pig! But you have to understand the reason why The *Capitalist Pig* has worked so well and why I've made such a big deal about my schtick lately. It’s all because I’ve been taking a stand FOR and AGAINST... So… I'll just tell you right now, the BIGGEST thing you can do is to figure out how to complete this ONE sentence… It’s coming soon…. (Well, I’ve gotta create some suspense... 😉) #HollywoodLaunchCampaign THE SENTENCE IS... ... My name is --------- -------- and I am fighting FOR ------- #Blank ?! and fighting AGAINST ------- #Blank?! *THAT’S IT* You just need to answer the questions: I'm fighting for ------ #Blank?! I'm fighting against------ #Blank?! … and if you can fill out that sentence, suddenly there begins to be *purpose* behind everything you do. Let me tell you WHY... HOW TO INCREASE SALES Recently, I had a chance to go consult with a clothing company for the whole day and we talked about how to create funnels so they could sell MORE. They do a lot of e-comm in traditional methods, such as Shopify but they were like, "Hey, we want a funnel." So I had a chance to hang out with them. They make a lot of videos, and they'll go live like four hours every day selling clothing... and they make A LOT of money! So I started asking them, "Which articles of clothing sell the most?" They said, "Well, it changes a lot because we get so many new pieces in." They named a few types that did really well, and then at the end, *(and this is fascinating), they added, "And frankly, any article of clothing that’s tied to a purpose."* I asked, "What do you mean?" And this is what they told me: "Any article of clothing that is tied to a bigger *‘why’* than the clothing itself ALWAYS sells more than anything else." I’m telling you this to illustrate the point that, it doesn't matter… What you're selling... What you're doing… What content you put out... YOU NEED A ‘WHY!’ The Capitalist Pig thing, I totally do it for that reason. Ever since I started posting about being A Capitalist Pig, I’ve had people reach out to me totally #LIVID! (... until I get the opportunity to explain to them *why* I do it) *I tell them:* "Look, I just don't believe that we should get government hand-outs." They say, "But I believe we you should take care of people." I'm like, "I do, too!” In fact... I believe can take care of more people when I'm rich rather than poor. They're like, "Oh, okay. Yeah, me too.” It’s NOT about me living in an ivory tower. But when you say: "Hey, my name's ------- -------, I'm fighting FOR ---- #Blank, and I'm fighting AGAINST---- #Blank!" … in the long-term, people care MORE about your cause than what you sell. *Do you hear that clearly?* Get public about what you're fighting for and fighting against. More and more, people are WANTING a heavy scoop of opinions on the side of their product purchase... We all have products, (and that's great), but until you have a cause you’re kinda invisible. FINDING YOUR CAUSE In Expert Secrets, Russell explains what causes a mass movement; he teaches that you need: An Attractive Character," (that just takes practice). A Cause, (which is what I’m talking about, but most people kind of skip over). A New Opportunity. The new opportunity is the one that everybody typically will run to and say, "This is the one I really want. I'm so excited about this.” The new opportunity is sexy, it's attractive. The attractive character is hard to develop - you gotta deal with a lot of crap in your own head. *However...* One of the easiest ways to create the cause and know what cause you're moving towards is knowing HOW to complete this sentence: My name is --------- -------- and I am fighting FOR ------- #Blank and fighting AGAINST ------- #Blank! … it’s also one of the *easiest ways* to create your market positioning. I get asked questions like, "Stephen, I love this! I get it, it's awesome, but I don't know what market I serve. I don't know what market I'm against?" Filling in the blanks in that sentence is NOT just meant for your cause, it also helps you create your market positioning. I FIGHT FOR…? I fight for Clickfunnels! ... that's the vehicle, and I’m an appendage to that vehicle. The market positioning that I have actively and purposely taken is: “Get ClickFunnels, and I will help accelerate your success with it.” I'm fighting FOR the ClickFunnels message. I’m fighting AGAINST a lot of the mainstream entrepreneurship topics. From a Broader Perspective: I'm fighting FOR Capitalism. I'm fighting AGAINSTthe negative parts of socialism, i.e, a lot of hand-outs that I do not agree with. And... because I can finish that sentence, people know what to expect from me. THE HATERS I just had a conversation with some guys, (and I can't repeat the whole thing), but they were like... "Hey, I don't understand why you do this? I don't understand the Capitalist Pig thing? Do you understand? Wake up, wake up! Are you kidding?" And I was like, "Not kidding! And understand what I'm doing for it. Have you ever turned down a paycheck? If money's so evil, when's the last time you turned out a paycheck?” Money's NOT evil. Money's an amplifier. Money accelerates us. Money just takes who we are and makes us louder in those things. If you're a jerk when you're poor, you'll be a jerk when you're rich - except you'll be an even bigger jerk. The money doesn't change you. You change you. The money just amplifies you. And what's funny is, I was nervous to launch The Capitalist Pig shirts, but it wasn’t because I thought it wouldn’t work… (...it’s easily the biggest thing that I get Instagram and Facebook DM'ed about…) Everyone and their mom wants a Capitalist Pig shirt! It was a dream of mine to get them out, and I'm very stoked about it. However… I was nervous about the next wave of polarity and what that's going to cause for those who follow me. But it's just a natural part of taking a stand. FILL IN THE BLANKS SALES PSYCHOLOGY The further you get in whatever business you choose; if you can find the answer and fill in the blanks: My name is --------- -------- and I am fighting FOR ------- #Blank and fighting AGAINST ------- #Blank! If you can fill out that statement and you have a product with a marketing message… You're gonna offend people by nature. You’re gonna offend people by breathing. You're gonna offend people without trying. *… it's going to happen.* The further you get down the road you go with your message, the more the polarity will increase. You might think, OH, CRAP,** but it’s splitting thinning the herd - it's just part of the game itself. I just wanna jump on here and tell you guys, “Hey look, that's natural. It's gonna happen…” But the easiest way to solve a lot of the questions you guys are asking me, which is things like: "How do I gain a following?" … is to know *WHO* you’re fighting FOR* and AGAINST* To have ‘a following’ means you need to have people not follow you also, and there's no way around it. People are gonna hate you. You gotta get over it! RAISE YOUR BANNER If you want a following, you need to have opinions and you need to share them… ... which means people are gonna have opinions against you, and it's gonna shock you, and make you go like "Man, I can't believe you think that way?" But it's human nature. It's okay. Love everybody. Serve as much as you can. But the hates still gonna happen. So if you want a following, and you want your own Facebook group and you wanna have actual momentum in whatever you're creating… You have got to learn to lift a banner and be willing to catch some of the flack that comes from it. The banner can't be a politically correct answer though - it has to be whatever your opinions are - you have to be unapologetic. You lift it up and watch opinions split - it's just part of it. I recommend that when you start raising your banner; stop looking at all of your social media messages 'cause it will destroy your psyche. It will wreck you. It’s nuts. You have no idea how much negativity comes, but it just strengthens your resolve. So whatever it is that you're doing… Figure out what you're fighting for Figure out fighting against Understand, it's a very natural process, especially as the attractive character develops. When your cause gets stronger, the attractive character is required to get stronger. Your new opportunity gets stronger. It's just kind of a circle that moves around those three. So stand up and say like, "This is what I am for. This is what I'm against," and be open about it and speak your mind and speak your opinions around it. It’s attractive for a customer to follow the why as the reason for them buying the product in the first place. For example, Toms Shoes... You buy a pair of shoes because you also give a pair of shoes away to somebody else. … it's a pretty clear message! People buy the shoes as much for the message as the pair of shoes, and it's the same thing with tons of stuff. I'm NOT saying that it has to charity-based, but you gotta figure out what it is that you believe in… ... and then lift that banner up and be willing to catch the flack that comes with it. *But first, you need to fill in the blanks!* I'm fighting for ------ #Blank?! I'm fighting against------ #Blank?! … and then we can move on to the second step of the formula which is figuring out your dream customer and your positioning. This is what creates that ‘why’. It’s very easy to find which markets you serve when you really can fill the sentence It's very natural to figure out who your dream customer is once you know what you’re ‘for’ and ‘against’. Then it's very natural to find out what problems they have and then it's very natural to create a solution to their problem. Next, you create an offer around that. It's not a hard formula, but most of the time, people just haven't learned it. I didn’t learn this formula in school I didn’t learn it from mainstream entrepreneurship. I kinda had to discover it myself, but only after putting in the mat time.. I'm excited for you to come to OfferMind, but I also want you to spend some time thinking about: What the heck you’re fighting for? What you’re fighting against? People want to know about you and they are looking to join forces with you, but they have to know what you believe in first, so... Start getting loud about what you believe in. BOOM! If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on *all the strategies, right? That's also good. But the hardest part* is figuring out what the market wants to buy and *how* you should sell it to them, right? That's what I struggled with for a while until I learned the formula. So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it. *Wanna come?* There are small groups on purpose, so I can answer your direct questions in person for two straight days. You can hold your spot by going to OfferMind.com. Again, that's OfferMind.com.
	SFR 270: Optins Vs Leads	21 Aug 2019	00:21:27
*Just cause you have a BIG list, doesn't mean you have BIG leads. Here's how I turn optins into leads…* There’s a HUGE difference between optins and leads! A lot of people are super impressed by list size… However, #TruthNuke, just because you have a BIG list, it doesn’t mean you have a ton of buyers. The whole reason why you want to build a list is to sell So I want to show you how to turn your optins into leads in the quickest MOST effective way possible. What I’m about to share with you is some serious sales psychology because the bottom line is… The more you understand human behavior, the better marketer you'll become. OPTINS VS LEADS On a basic level, the function of someone putting their email in, and you thinking, "Oh, I got leads..." might look the EXACT same as when someone opts-in… BUT! ... when you think about sales psychology itself, you might *NOT* be getting a lead at all. Let me explain... *Q: Have you ever done door-to-door sales?* I ask because door-to-door sales taught me something REALLY powerful! Here’s how… I did door-to-door selling pest control. I'd walk up, knock, and someone would answer, but when I was out knocking doors was I handed a list of people who were… Leads? Asking for pest control information? Q: Did the act of someone answering the door and engaging in a conversation with me *make them a lead?* A: NO, it didn’t! **I'm bringing this up because there are times when I've gone through somebody's funnel, and I'm like, "Oh, sweet funnel. This is actually a really cool funnel."* They're like, "Look at how many leads I'm getting." I'm like, "Your leads aren't really coming until step two." They're like, "What do you mean? The optins are GREAT! But, NO! There’s something key they’re missing... I want you to pay attention to THE FACT that… Someone who opts in for something is NOT necessarily a lead. THE DIFFERENCE BETWEEN OPTINS & LEADS? Here’s a CLASSIC example: Let's say you have a standard lead magnet page with a FREE PDF to download … A typical page layout would be: A page with a headline: “DOWNLOAD THIS COOL FREE PDF” The FREE PDF An email entry field which says: “Put your email address down below so we know where to send your PDF, yada, yada, yada.” A button Now, let's say that AFTER some has downloaded your FREE lead magnet, you actually want them to buy a software trial. Once they’ve given you their email to download the PDF, you have a list which you can send to an email sequence that pushes them to the software trial. So the steps are: They optin You put them on a list All these emails push them to: "Go get the software" But think about this…??? Q: If somebody opts in are they actually a lead yet? A: A lot of times, NO! Q: So when does someone *become* a lead? (And this is important to notice) A: … it depends on whether you started talking about the software on the first page. If you didn't... they're *NOT* really a lead yet! Put simply... A lead is somebody who has an interest in what you’re selling ... that's it! So when I was knocking door-to-door and someone opened the door - we can say, they *kind of* opted-in. When I made the list of those I needed to follow back up with at the end of each day - I was looking at my leads. BUT… The leads weren't every single door on the street. I was like, "You know what, there were two people who were really interested." A lead is somebody who expresses actual interest in what you’re offering while an optin may just want the free PDF. An optin is an act to get the FREE… it's the act of getting on the list. A lead is an act in the actual sales process. Does that make sense? BUSINESS LEAD GENERATION OPT- IN: “I'm opting in for whatever gets me on the list.” LEAD: “I'm actually showing interest in the sales process.” I'm telling you this because it's a powerful difference. And it might sound like, "So what, Stephen?" But you need to understand that… The whole reason why you want to build a list is to sell So the sooner I can get them into the zone of creating a pre-frame (#LeadMagnet), the better... I want to pre-framed potential leads on the first page. For example: Sticking to the software trial scenario; let's say my FREE PDF was about cooking… that's definitely *NOT* a lead list for a software funnel. Instead, I need a PDF that tells people, "Hey, download this free PDF on the top 25 agencies to hire to build your next software or app..." I would say that's much closer to an actual lead because they're showing a genuine interest in what you’re selling. “I HAVE A MASSIVE LIST!” I'm saying this because sometimes people will come to me and say: "Stephen, someone gave me a list of three million people. I have three million leads." I'm like, "No, you don't [chuckle]... You have a random list of 3 million people." Those aren't leads You need to do things to turn them into leads *before* you send them to the actual thing you want them to buy. It's a HUGE difference - BIG, BIG, BIG difference! Here’s how it works… Let's say I've got a funnel and I've created this cool offer that I wanna sell… On the first page, I have a hundred people who optin, but it's NOT something that's related to the actual thing I'm looking to sell… … those leads are waaay less qualified! The whole idea is to create a PRE-FRAME on the first page - whatever they're downloading needs to be a *pre-frame. WHAT MAKES A LEAD?* There are two things I really look for: I ONLY wanna sell to those who have a pre-existing desire for the thing I'm selling - that's super key and it’ll shortcut half of your headaches in this game. The target person NEEDS to have a pre-existing desire and a pre-existing disposition for whatever it is that I'm gonna go sell. On the FIRST page, the very first interaction I have with them, NEEDS to set them up for whatever they're gonna see next. One of the things I've noticed is that people will start creating a list, and think the list size is the thing that makes all the difference, but... *IT REALLY DOESN’T* If your list is NOT pre-framed for whatever you're gonna send them to next, you just have optins, NOT leads. Here's why this is important: Let's say that I have... A 10% optin on my first order page. 8% optin on OTO #1. 2% optin on OTO #2. Let's say this is a frontend funnel, which means the prices are a little bit *cheaper* - it's the *low-end* of the value ladder things in this funnel... It's NOT… Your high-end stuff The biggest done-for-you services The expensive stuff Q: Are the conversion rates of 10%, 8% and 2% acceptable? A: Yeah. I've had people say, "Man, I want more! How can I increase the conversion?" You *could* increase the conversion rate, (and spend most of your time doing it)... I'm NOT saying that's a *bad* thing to go do… OR… You can just focus on getting a better quality lead in the door, and it'll probably increase your conversions anyway. Do you know what I'm saying? Changing the offer is NOT always the answer. Changing the sales message is *waaay* easier than changing the offer, however... Q: What's *waaay* easier than changing the sales message or the offer? A: Changing WHO you're talking to. BUT… What's even easier than changing the WHO is changing the FIRST thing that they optin to... (and let's say it's free)... Just change the optin and it literally attracts a different person to you - so that *better* people are seeing a *more targeted optin! Better leads are actually getting a chance to buy from you in the back end.* LEAD FUNNELS & PINK VOLKSWAGENS I look at A LOT of funnels! And when I'm looking at all these funnels, people are like, "What should I change?" And they'd be like, "Oh, man it looks like OTO number two is sucking it up! Look at that 2% conversion. Oh, that's super bad." However… It may just be that I’ve NEVER been in the market to buy a pink Volkswagen... and you offered me a pink Volkswagen. IT WASN’T THE OFFER! (Don’t write in… I know it’s NOT a Volkswagen 😉) You're just talking to the wrong person* and you gave me* the wrong pre-frame. For example: Your optin was about cooking and now we're talking about cars... like, what?! So your sales message needs to… Be congruent and one pointed throughout the funnel Attract a target customer who's rich and who has a pre-existing desire to buy the thing you're gonna talk about … if you do these two things, it's waaay easier sale… Because when your lead starts moving through the funnel, it's like, "Oh, of course, I'll buy a pink Volkswagen, I've always wanted a pink Volkswagen.” Your funnel gave: A FREE PDF/ mini-course on how to take care of my pink Volkswagen Recordings from cool coaches on the best way to drive a pink Volkswagen A subscription to the best kinds of gas that you're gonna ship out to me for my pink Volkswagen *Then when you ask:* “Why don't you just buy a pink Volkswagen?” The answer is: Like, “YEAH!” CHANGING THE ‘WHO’… However, too many times there are HUGE message differences, and because of that, it's NOT a natural flow in the upsells. So you can either: Go through all the worry of trying to change the offer (that's more challenging) Change the message (not as challenging, but still challenging) Change the frontend optin (which can be challenging as well) Just change *who* you're talking to (easiest thing to switch) Changing the customer is *waaay* easier than changing the offer. Hopefully, you can see that there’s a HUGE MEGA difference between leads and optins. Go look at your funnel and your funnel stats - draw it out (there's something to that)... And when you're looking at ALL of your stats and ALL of the pieces that are in your funnel, ask yourself the following questions… Are these actually leads or are they optins? How can I take my optins and turn them into leads who are interested in what I'm gonna sell? And one of the *easiest* ways to do it is to fix your pre-frame. Fix your pre-frame Fix the person that you're targeting It’s *waaay* easier to do it that way than to change your message or your offer! *Let me tell you a story…* KNOCK-KNOCK I did two summers of door-to-door sales, and it's NOT like I was handed a list… I was handed a neighborhood to walk around and knock on doors. People optin in by starting a conversation, but leads did NOT happen unless there was *actual interest.* I was also a telemarketer... I remember my first day, I showed up excited to do it. I liked doing phone sales and I wasn't bad at it… I was one of the top guys for a while; I became a team leader and I trained a bunch of teams. This other guy and I would go back and forth between #1. Anyway, I was doing these phone sales, and they’d go buy these lead lists. What was hard was to realize, was that the people they were buying lists from weren't actually qualified… Meaning they weren't leads. They just farmed out people who were most likely to buy something, but they didn't show any genuine interest. Basically, they were buying optin lists. They were buying HUGE lists of contact information so it was straight cold calling. What would have made it a lead was if the contact had an interest in the product. CREATING HOT LEADS One of the ways that we do this in application funnels, (i.e., high-ticket stuff), in order to turn someone from an optin to a lead really quickly on the second page of the funnel is this... On the very first page, we'll say, "Hey, start your application process here - optin so we can send you a little mini-course, so you know what it is that we're talking about." So they optin on the FIRST page. On the next page is the actual application. Q: What happens to somebody when they go through an application process that says, "Tell me *why* we should allow you to pay us." A: they become a pretty HOT lead. The selling psychology difference between the FIRST page and the SECOND page is MONUMENTAL. I’ll tell you right now, in one of my application funnels; for every 100 people who optin, about 20 of them *actually* complete the application. …THAT* is the difference between optins and leads.* PAGE #1: I get 100 optins PAGE #2: I get 20 leads I'm telling you to do this because it will help relieve *so much* of the pressure in your business if you know: "I'm actually turning these people into a lead. They have a genuine interest in the thing that I'm selling and they’ve told me that - they're like, 'Give me more information… Please, can we talk?'" … versus someone who's just like, "I got people on a list." Our list, right now, is about 40,000 people, but they're not ALL leads for every product I have. What I need to do is tell those people on my list, "Hey, do you want this cool thing about X, Y, and Z that you don't know is really a pre-frame for the thing I'm hoping you go buy later on?" THEN they become a lead for just that product. A lead for one product is NOT a lead for another product. You wanna figure out *how* you can pre-frame people the hardest and the fastest, early on in the funnel… Because as they progress down the funnel, you don’t want it to be the first time they see a pink Volkswagen. BUYING LEADS? There was one time in real estate where I did buy a list… and it was actually leads, kinda… 😉 It was a service where they grabbed the list of all the people who had somebody pass away recently in their life and they’d inherited a house or a property. It's called the inheritees list. I wanted to go in and get a HUGE MEGA list of all the inheritees in my local area. So that's a list… Q: How do I turn them into a lead? We had a HUGE list with a thousand names of people who had inherited a property in the last 90 days. A lot of people were on the list because of a major life event were someone had passed away and they inherited a property through the Will… ...and a lot of them just wanted to sell the property for *cash.* So I was like, "Well, let me go be the guy on that and take the cut in between." In order to take the thousand-person list and turn them into leads, it's a mechanism. I ended up getting about 100 of them to call me, and this was how... I grabbed a legal pad I grabbed a red pen I wrote, "I'm so sorry for your loss. I just wanted you to know that I'm in the area and I'm actually looking to buy a property like yours for cash. We'll make it quick. Let me know if you're interested. Here's my name, my address, my phone number." But it wasn’t your usual type of letter! It was triple spaced down the page We folded it up kind of rough, put it in an envelope, and DIDN’T seal it. We put the stamps on crooked. Wrote the address with BIG red letters. This thing stood out so hard, it was a HUGE eyesore. My wife and I would spend tons of time in the evenings, (this was when we first got married), writing out all these legal letters. (They're called Yellow Letters) We wrote out *hundreds of Yellow Letters* and we'd ship them out to people. We had 100 people call back... About half of them were freaked out thinking I was *taking their house.* I was like, "No, no, no, read the letter. We're trying to see if we can buy it from you." And since they just wanted to get rid of the property, we could talk them down on price based on the market value. Then I would go find buyers and match them, and take the spread in between. That was the plan… and it didn't really work. However, we ended up having 300 phone calls in a month. *300 PHONE CALLS* … those were *LEADS! The inheritees,* they where just a list. 40,000 SUBSCRIBERS When you have people coming into your list you're gonna be like, "I have all these people.” When I send out a broadcast of 18,000 emails to one of my general Seinfeld lists, I usually get… A 30% open rate. A 10%-20% clickthrough rate. Just because they're on the LIST doesn't mean they're a LEAD. I have to turn them into a lead. That's ONE of the most amazing powers of funnels EVER! It's funny because some people will be like, "Well, I'm not selling anything on the Internet so I don't know if I can use ClickFunnels." I’ll be like, "What? You're taking lists and you're washing them, qualifying them and sifting them on down to your actual leads… ... it’ll save you a ton of time! I'm only gonna talk to those who have a genuine interest in what I'm gonna sell to them. If you guys like this stuff, come to OfferMind... That's my UNAPOLOGETIC PLUG BOOM! If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on *all the strategies, right? That's also good. But the hardest part* is figuring out what the market wants to buy and *how* you should sell it to them, right? That's what I struggled with for a while until I learned the formula. So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it. *Wanna come?* There are small groups on purpose, so I can answer your direct questions in person for two straight days. You can hold your spot by going to OfferMind.com. Again, that's OfferMind.com.
	Weird Split Tests to Improve Automated Webinar Conversions with Sam Kwak	02 Nov 2023	00:31:53
Who says webinars are dead? I love webinars! I still do them, and they do work. However, never did I expect I’d hear something new about webinars. I was amazed when I heard how Sam Kwak, an entrepreneur, real estate investor, and webinar expert, does webinars. All those little things like pattern interruptions, retention graphs, and weird split tests improve his automated webinars. Here’s how Sam did it… Key Takeaways: Introduction (00:00) Meet Sam Kwak (01:46) The evolution of Sam’s webinars (04:29) How do you treat a webinar like a machine (09:22) How to analyze a webinar after it’s done (15:43) Unique pattern interruptions to increase retention (20:36) When to stop doing live webinars (25:37) Episode wrap-up (30:22) Additional Resources - Connect with me here - Interview me on your show --- Download Season 1 episodes here -- 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!
	SFR 269: Dana Derricks Shares The Biggest 'Dream 100' Mistakes	16 Aug 2019	00:24:16
I have a very special guest on today, a dear friend of mine, someone I look up to and learn from constantly… I’m very pumped about what he’s gonna share ‘cause it can really shift the dial on your business… In fact, Russell called what he teaches… The foundation of our entire company. #ClickFunnels You’ll know him as The Category King of The Dream 100. He’s also a… Goat Farmer New Father Welcome to the show, Mr. Dana Derricks. How are you doing, man? Dana: What's up, man? Hey, thanks so much for having me back, I can't believe it. Steve: Yeah, I'm excited, it's NOT too often I bring someone on twice to Sales Funnel Radio, (kinda as a policy almost)... I'm excited you're here. Dana: Awesome, man, let's do it. [chuckle] Steve: Well, hey, the show has grown like crazy since you've been on, I think you were on like literally 200 episodes ago... HOW DID YOU BECOME THE DREAM 100 GUY? Dana: Oh, man! Okay, so first of all, for everyone listening for context, (in case you haven't listened to the other 200 episodes)... Stephen makes that seem like *it’s NOT a big deal…* but 200 episodes for Stephen, that's like two weeks, so I was on like 200 episodes ago… For everyone else, that's like 10 years' worth of content, so yeah! I'm super excited, I can't believe you're 200 plus episodes in man, that's bravo... Steve: Crazy. Dana: Yeah. Steve: Thanks. [chuckle] Dana: Okay, sorry, I didn't wanna gloss over that. Steve: No, I appreciate that, thanks. Dana: Alright, so how I kinda became the Category King of the Dream 100 is - man, it's like ironic, right? So I first learned about the strategy or discovered it from Chet Holmes and his Ultimate Sales Machine, he had a chapter on it. That was NOT enough… I'm like, "Oh my God, there needs to be a book on this thing" and I looked… I thought there'd be 10 books on it, and there weren't, so that was like, "Okay, we should probably change that." It wasn't long after I created my first Dream 100 List, like my actual intentional thing, right? 'Cause a lot of people, I’d been doing it without knowing and so... Steve: Sure. Dana: I finally knew, and I was like, "Alright, I'm gonna do it for real." I put Russell Brunson's name as number one ...and fast forward, built a relationship with him, through the whole Dream 100 thing, and it was him, he was the reason that I became the Category King because of an interview I was doing with him. I asked him a question, I said, "Russell, what is the ONE MISTAKE you made in your business that you wish you could go back and fix?" And his answer shocked me. I was NOT expecting it. He said, "I wish I wouldn't have run around for so many years trying to be everything for everyone. I wish I’d planted my flag in the ground as the funnel guy like years ago." ...and he didn't even finish his sentence, and I knew, “that means I need to go plant my flag.” By the end of the day, I was, in my head, Mr. Dream 100. I was like the Category King already! Then I went all in and did all the stuff that you need to do to actually be that. Steve: Which you were already an expert in... I mean for everyone who doesn't know, I was sitting in the room, and suddenly, Russell's talking about this guy *‘Dana Derricks’* and I was like, "Huh! That's crazy." He's like, "Yeah, look, he sent this to me, did this to me, come on over here," and then suddenly, I saw in Russell's calendar behind his office, *"Rewrite ClickFunnels' homepage copy with Dana Derricks."* I was like, "What!" Dana comes flying in..., and it's where I learned how to do the whole piece of paper on the floor thing... that's how I brainstorm! I mean behind this screen right now, that's precisely what I'm doing… ...because I watched you do that. I mean you were already such a master at it by that time. Dana: That was one of the best weeks in my career coming out there, that was so much fun, and you're a huge part of that. For you guys that are listening or watching, I don't know if somehow we can, (in the notes or something), get that picture of you in that chicken suit. [chuckle] Steve: Okay, I'll find it. Dana: So yeah, I won't spoil it but maybe we could actually... Man, we're gonna see each other in a month or so, maybe we could get that thing dusted off, pull it out of the closet. Steve: It's right over there. [chuckle] Dana: Okay. Yup, yup, yup. Alright, keep listening everybody 'cause at the end of this episode… We're gonna reveal how and where you can see the one and only Stephen Larsen wearing a full-grown chicken suit. Steve: I think it's a great idea. [chuckle] Dana: Yeah, awesome. Oh, yeah. Steve: So you go in, and you realize, "Oh my gosh, I have this talent." Russell says, "I didn't focus enough in my early career," and you planted the flag, "This is what I'm gonna be," (and it's cool because there isn't really anyone doing that yet at all)… So what did you do from there to kind of become The Category King in everyone else's eyes? Dana: Yeah, so I think it starts with… You do have to have a level of confidence and certainty to deal with the impostor syndrome and shelve that as much as possible... but I think too many people miss that you have to put in your 10,000 hours before you can be Category King. Steve: Yeah. Dana: And so, for me, I had been doing The Dream 100 my whole life. I talk about this in my book… So as a 13-year-old kid, I Dream 100’d it to get high-speed internet in my neighborhood 'cause we lived in the country… I called the phone company every week for months because we're on this dialup, “Man, how am I supposed to run an internet company off dialup?” Like, that ain't gonna work. So I literally created a Dream 100 list of all my neighbors, that I thought would say, *“Yes”* if I went and asked them if they wanted high-speed internet. ...and there were 12 of them. So I rode my bike to each one - I got 11 out of 12, closed them, hardcore, right? Assassin! Steve: You were a 13-year-old. Dana: That's right, I mean come on, and cold knocking. I would have closed 12 of 12... but the 12th, I had a conscience 'cause he was an old farmer, and he asked what high-speed internet was... [chuckle] I was like, “Man, I'll leave him off.” And anyway, I've been doing that whole life. I did the same in high school to get myself a football scholarship to college. I did all these examples leading up to it without knowing what I was doing. And then in business, when I realized what it was and that there was a word for it and it was an actual thing, I created a system around it … … which lead to: Books Podcast Challenge Launch program Mastermind … and all the other stuff around it. You encapsulate the 10,000 hours you put into it, you build all the tools and all the resources for someone to come into your world and to have success with it… ... and I think *that's the formula for being Category King.* Steve: I love that. 10,000 hours is certainly a must. And just... I know we've been throwing around some vernacular here assuming everyone knows what it is… WHAT IS DREAM 100? Dana: Yeah. Steve: I'm gonna ask that first. Dana: That's okay. I take it for granted a lot, too. The Dream 100 is putting the right people in place to collapse the time frames on your goals. For example: If someone's goal is to get access to a guy like Russell Brunson - it's doing the right things and putting the right people in place to get access to him the right way. Sort of like I did, i.e., tangible ways I did that... You did the same. You did every bit if not better than me, probably really a lot better than me but... First of all, it starts with buying all their stuff or consuming as much of it as you can. Steve: Yeah. Dana: That's kind of the golden rule. ...and then it's serving them and impacting their community as much as possible for FREE, if possible… ... and then kinda just doubling down and creating a value exchange from there. Steve: It's interesting you said that... I'm just taking notes here... So you mentioned being their best student - that's fascinating. Yeah, 'cause it's interesting 'cause people will Dream 100 me, (and I'm sure they Dream 100 you, you're the Dream 100 guy), but people will do it to me, and I'm like, "I've never heard of you!" ...and then there are others who will come in, and I'm like, "I know this person, they're engaging with me, they're... " - that's impactful right there. *What do you think the biggest mistakes people make with the Dream 100?* Dana: Yeah. By far, the biggest mistake we see (and I'm on the receiving end of all the time, and I know you're on the receiving end of all the time) is people, they'll either read my book… …. or they'll somehow get some secondhand information on Dream 100 and think they're an expert, and then… They do what I call spam 100-ing. [chuckle] They create a list of 100 people and then they'll go and *spam 'em…* I've heard you talk about this before, we get the same thing… They'll send you one package in the mail and then expect you to just promote them for the rest of their life or something… ...and then even worse, they put almost a condition on it or an expectation that "me doing this will get me something." Steve: Yeah. Dana: The spirit of the Dream 100 is the opposite. It's unconditional giving for the greater good. ... if that makes sense? Steve: So they go in, and they just start sending gifts or something and then they... I had a few people who just straight up sent cash, and they said: "We know that your daily rate is this amount, we need 15 minutes of your time; therefore, it's this amount. We look forward to your phone call." It's like, I get it, and okay, clever to think of it that way, but it feels invasive. Dana: It does! WHAT IS THE DREAM 100 STRATEGY? My favorite analogies for Dream 100ing are dating and marriage. The equivalent of what they tried to do, and whenever someone sends us anything with an expectation or a condition that we're gonna do something in return… That's no different than somebody taking a gal out on a date and the expectation that he has, or the condition that he's kind of set is that they're gonna go and do what he wants to do later that night. It kinda cheapens the whole thing, and the gal can feel that! "Oh, the real reason that you're taking me to dinner and buying me drinks right now isn't that you genuinely want to get to know me and like me. You just wanna do that later." And we can feel that, the same way, that in that situation - it just cheapens the whole thing. Steve: It's true, and then you're like, "Oh man, it starts to feel... " I just got a Dream 100 package from this kid, and he took a milk carton, and he put his picture on the missing person's thing. And it actually was super awesome! It made me laugh and connect with him on everything he put on side of it as well too... like, "This is awesome!” Versus there's a stack over there, I just haven't even gone through. Anyway, Spam 100! What's another HUGE mistake people make with this? Dana: Yeah… Saying the wrong things. Spam 100ing is the start of it, but then it's trusting that you think you know what motivates someone and there's even a couple of words that come natural to us that we think we should use but are awful… Like, the worst mistake you can make! *Going back to the dating thing…* When you reach out to Dream 100 and have communication with them, it's sort of going on a date with your childhood crush, supermodel person You got one chance, and if you say the wrong thing, “Goodbye,” you're gone. Right? Steve: Yeah. Dana: That would be the BIGGEST MISTAKE #2 - thinking you're using the right words and saying the right things, that you know what motivates them, but “Uhh Uhh.” Steve: Is the wrong thing something like you said, thinking that they're motivated by one thing, but they're really not, they're motivated by the other? Dana: Absolutely! And also we've talked about this before, and this is actually something that I plan on sharing with your audience soon… Your messaging needs to be different from your customer to your Dream 100 target. 'Cause they're two totally different… They're motivated by two totally different things. What we say to our customer versus what we say to our Dream 100 target does NOT work and vice versa. What we say to our Dream 100 target you should NOT say to our customer, and people try to *blend the two,* and that's why it doesn't work. Steve: I remember somebody asked, "Well, how do I create a relationship with them?” How would you create a relationship with anybody? Do that! ... that's the checklist right there! Okay, so... Spam 100 They say the wrong things, (especially in terms of, I'm gonna speak to somebody and hopefully, it promotes my product the same way I speak to my customers), and that's bad blood! So if you guys don't know, Dana is actually gonna come and speak at OfferMind… he's one of the highlights, baby! I'm super excited for him to come. And just to give you guys even more context around this whole Dream 100 thing… If you're like, "I still don't know what Dream 100 is?" ...totally get it, but you gotta go look up Dana after this and grab his book. The Dream 100 is so powerful. RUSSELL & THE DREAM 100 I was in a room with Russell, and he goes: "I don't even start a business unless I can identify the Dream 100. I don't care how good the product is, how much I could sell it for, how much... " He says, " Until I know that the Dream 100 is there, I'm not even gonna begin the product." #Amazing At OfferMind, Dana is gonna teach us more about the Dream 100 and how it relates to your offers. What else are you gonna talk about at OfferMind, Dana? Dana: Yeah, so this is so funny… I wrote this book like I don't know, almost three years ago, and it wasn't until like, I don't know like six months ago… This is terrible to admit So Russell wrote the foreword, right? ...and that quote at the top, can you read that? Steve: Yeah, The foundation of our entire company. Dana: That's a quote from Russell talking about ClickFunnels. Steve: Really? Dana: Yeah, aka the fastest-growing non-VC backed software company in history. Steve: I didn't know that. Dana: Six months ago, (and I've had these for years), I looked at it, and I was like, "HOLY CRAP!" I didn't even know that I glossed over that. That was a HUGE turning point and a shift for me to go ‘all in’ 10X on this. So one of the things that actually inspired in my head was… How and where I can implement the Dream 100 not just for traffic or not just for like the one thing I think it's for. And what I realized was the Dream 100 is literally EVERYWHERE! ...and once we open up our eyes and we put the Dream 100 lens on, like *the ole Dream 100 glasses...* [laughter] Dana: (Those are the Thug Life glasses) Steve: I love it. Dana: … all this stuff kinda comes natural. So I think the biggest, I know, the BIGGEST thing that I can bring to OfferMind... (And we were chatting before we got on air about how amazingly complementary what we do is, you and I, Stephen and I) Steve: Yup. Dana: And a lot of people that come into my world, (I'll just be fully transparent), love the thought of the Dream 100… … in theory, they're all in, excited to do it, but they're NOT ready… they're just not ready... And what Stephen does and what's gonna happen at OfferMind is… Steve gets you ready to Dream 100 … and to do Dream 100 the right way. And then all I do is take those of you who Have a killer offer Know who the heck it's for, and how to get it to 'em ... and then I go and help you to find where those people are and blow things up and just collapse timeframes - so that it happens A LOT quicker. So without getting into the gory details, I think the biggest thing that I'll bring to OfferMind, (and everybody needs to literally pause this and go to offermind.com and get your ticket now before it's full), would be to know that you don't have to mess around with the difficult tech stuff. So like … Facebook ads YouTube ads. … that's NOT the best way to do this! Figuring out ahead of time ('cause everybody you know just thinks that that's what you do next)... NO! Figure out ahead of time, these distribution channels, what we were talking about earlier, by way of the Dream 100, and then it's all ready. It's like setting up the slides ahead of time. All you need to do is just get your thing, and then the slides are there sending your thing to your dream customer, and you just shoot them down the slides. So, we'll send up your Slides! That's a weird analogy but... Steve: [chuckle] I wanna go down a Slide. Dana: Yeah, exactly. And the more slides, guess what, the MORE money you're gonna make. So we'll set up the slides, and first of all, we'll know Who your Dream 100 is How to approach them the right way, i.e., Not the way that most do it. What to say How to build those relationships How to monetize and cash in on those relationships How to leverage your amazing, irresistible offer that Stephen is gonna help you create to the fullest, and Dream 100 the crap out of it! Steve: Super awesome. The purpose of OfferMind is to help you design and launch a lucrative offer. That's it But I can't even think of how to actually do that without doing what Dana also does, right? So that's why this is such a fun natural fix and very excited for you to come, man. This is gonna be a lot of fun. Thanks for taking the time to come in on both the show.. but also #Boise! Boiseano 😉 Dana: Oh, I'm super excited to come back to Boise, man. There are two people I'd go to Boise to see; you're one of them. Steve: That's awesome, man. I appreciate it. And the other will also be speaking, so that's good too! Dana: Guys, I'm telling you right now, having had Russell on my stage before, (which mind you, he didn't belong on), he was so above and beyond what I gave him…. He’s such an awesome human being for coming out there. It's kinda like Michael Jordan playing on your ‘three on three’ weekend bar league basketball team, you know. That's what it was like, so guess what, *We Won!* Steve: Guess what, we won. [laughter] Dana: If there's no other reason than to come other than… Get your offer done... okay, cool! Get your Dream 100 rolling… Cool! ...but just being that close to Russell like that, I am sure everyone saw the documentary??? I don't think the Dude's gonna speak anymore. I am not counting on it, so this could be one of the last times you get to see him speak at all. Steve: He actually told me that he's like, "I am kind of done." And I was like, "Well, sweet, man, thanks." And guess how I got him, everybody??? I wrote a Dream 100 campaign I did like four or five episodes on it, and that's why he came. It wasn't 'cause I asked him, or he and I have a relationship… I used what Dana teaches, and that's why Russell's coming. It's crazy. Dana: So y'all might not get Russell, 'cause he might have retired, but think of who you can get at your event?!?! Stephen and I... Even me, I am way worse… But, Dude… I have no business working with Russell; I’m a goat farmer from Wisconsin. You know what I mean? [chuckle] But look at what we're pulling off! Just for context, everybody… THIS is a part of the Dream 100! Look at how amazingly stacked Stephen's line up is! Just look, go to offermind.com and look. How many other websites on the internet right now have Russell Brunson as a keynote speaker for their event? I don't know. Steve: Tony Robbins did last week. Dana: Okay. There you go. Steve: That's all I can think of. Dana: Tony Robbins did. I think Grant Cardone did, a few months ago... Those are pretty BIG names for us to be in, right? And why? Because of The Dream 100. So I'll tell you this… Just for a stat for everybody, when I landed Russell to speak at my event, I don't even know if you know that, you probably do, you were there. But I remember his assistant Melanie told me that they got, (at the time) 15 solicitations for him to speak at events per week... ... that's like paid, right! Not just free. Steve: 15 a week? Dana: Yeah. It was more than that. Steve: Oh! Dana: Yeah. But 15 a week and they turned them all down. Steve: I didn't know that. Dana: Yeah. And it makes sense… Minute for minute, he's arguably the highest- paid speaker in the world But Stephen and I got him to come to our events because of The Dream 100. [chuckle] Dana: Not 'cause we were one of the 15 people that spam 100’d. We did all the things that we're gonna show you at OfferMind ...and it's gonna be fun, man. I am excited. Steve: It's gonna be awesome. Dude, I am really pumped that you're coming and I am so psyched about it. Guys, right now, as of the time of us making this and doing this together with you guys, VIP, I believe, is completely sold out. The room we are actually starting to look at adjusting certain things for fitting more people, so go get your ticket at offermind.com. It's coming up, this is not... I am a Time Nazi. I hate wasting my time, and I hate people wasting my time. I am pretty finicky about it. I promise if you show up, I am not here to waste your time, we're gonna give you actionable things. It's a networking event and that you'll meet people that will really change your life, but that's not why it's there. OfferMind is a curriculum. And I want you to come and learn these talents... This is just a skill set. Right? I got kicked out of college, man! You and I, we're not like, "Look at our IQs." That's NOT it at all. [laughter] We just know some formulas and patterns and we just keep running them. [chuckle] Dana: Don't lie to 'em, we met at a Mensa convention. Steve: Oh, man! Well guys, thanks so much! And thank you for being on here, man - really appreciate it. Dana: Of course. Thanks again. See you at OfferMind. Steve: Offermind.com !!! BOOM! If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on *all the strategies,* right? That's also good. But the hardest part is figuring out what the market wants to buy and *how* you should sell it to them, right? That's what I struggled with for a while until I learned the formula. So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly, the right sales script to get it off the ground and sell it. *Wanna come?* There are small groups on purpose, so I can answer your direct questions in person for two straight days. You can hold your spot by going to OfferMind.com. Again, that's OfferMind.com.
	SFR 268: Myron Golden Teaches WHAT Keeps Us Back...	13 Aug 2019	00:36:29
He’s invited by some of the world's top salesmen to help them sell more. He’s incredible...and amazing at it - I’ve learned SO much from him. Every time he speaks, I take out a pen and paper... *(Hint, hint...cue, cue*...to everybody here!) Please take out a piece of paper and take notes! This is a man who’s likely to make MORE money arrive in your pocket just by listening to him... ;-) Mr. Myron Golden. Myron: Hey, Steve. How are you doing, man? Steve: Fantastic. Thanks for being on here, man. Myron: Absolutely my pleasure to be on Sales Funnel Radio, talking to one of my favorite trainers...teachers… ‘OfferMinds…’ Ooh, did you see what I did there?! ;-) Steve: That's good! Honestly, thanks so much for taking the time. The feeling is mutual. I have notebooks upon notebooks from your things. Every time you come speak...or anytime I’m at Inner Circle or one of Russell's events, I’d fill a WHOLE legal pad. And thinking… "Oh, man, that was amazing." "No, that was better than the last." "Oh, my gosh, they're getting better…” Myron: You're kind, thank you. Steve: You are just an incredible salesperson. You have so much skill and so much knowledge... I've watched you unplanned… (...and I know you've done this multiple times!) ….get up and pitch someone's product better than they pitch it to an audience that doesn't know you… AND you'll make MORE sales than the actual owner of the product! How do you do that?! I know that's a huge question, but that's amazing… HAVING NO INHIBITIONS Myron: First of all, how I do that in particular, is how I sell. First and foremost, I have to believe in the thing that I'm selling. If I believe in the thing that I'm selling, then it's easy for me to sell it. What I mean by that is... *Most salespeople don't even realize that they haven't gotten out of their own way yet.* Most people who sell things, whether they sell cars, or sell shoes, or sell online courses… or whatever... … they believe that selling is doing something ‘TO’ people not doing something FOR them. So first and foremost, I look at selling as a service. I look at it as something that I do FOR people’ that makes their lives better. It makes the world a better place because people like me are selling. So I don't have ANY inhibitions. For example...a pitcher will have pain in his shoulder, and he can't throw the ball as fast, or a golfer will have pain in his back and he can't swing. Because subconsciously, his body knows that, “This movement is gonna hurt me or hurt someone.” Right? When we are incongruent or when we have incongruence about selling in general, that makes it hard for us to sell things. I think the thing that I have going for me when it comes to selling is that I have NO incongruence in me whatsoever. If I feel like a product isn’t good, then I wouldn't sell it to somebody in the first place! Does that make sense? Steve: Yeah, that makes sense. Myron: I get out of my own way. Steve: And I mean, you've done that multiple times. I saw you do that at Dream 100 Con. I mean, you're the guy that Russell Brunson asks to come re-pitch ClickFunnels' amazing offer after he's pitched! Myron: Yeah. Steve: It's impressive. Myron: I'm honored. I'm honored by Russell. I appreciate him more than I can say... I've got so much belief in what he offers, that selling a Russell Brunson coaching program is easy for me to sell. (...even though he doesn't consider himself a guru, okay? I'm gonna call him my bounce-back guru.) Because I went out, made a fortune and had a lot of great things happen in my life. And then… I went through seven years of life devastation. Like every year, major tragedy after major tragedy, of some kind, happened in my life. ...from 2007 through 2013. I signed up for another coaching program in 2014 and I just didn't like that kind of work. I don't believe that the key to success is to find something you're passionate about and the money will follow.’’ I DON’T believe that's true. Steve: I don't either. Myron: But I do believe that… If the work that you’re doing doesn’t match the person that you are, you will never create wealth or massive world change in that arena - because your ‘doing’ has to match your ‘being’. Right? The coaching program was great; they had a lot of people making A LOT of money...it just wasn't the kind of work that suited me. After that in 2015, I joined Russell's Inner Circle and my life has been on an upward trajectory financially, ever since then. Selling a Russell Brunson coaching program? That's like the easiest thing in the world for me to sell! Because he is the one person who I can point at and say, incontrovertibly, has helped more people to become millionaires in a shorter period of time than ANY other human being I've ever known of. Steve: Yeah, not even just “known of”. I've never heard of anyone doing that! Myron: Exactly. And he's not an MLM guy. He's just a guy who teaches you frameworks that work. So standing up and selling his product is easy because… I wasn't selling the product I was selling the payoff ...and I know what the payoff is because I get paid from that payoff all the time! So that's why, if I can look at something and it makes sense, then it's easy for me to see how it makes sense... ...then it's easy for me to say HOW it makes sense in a way that's easy for people to receive. Steve: It's powerful stuff! And you know what's funny? I feel like there's a lot of people who are jumping in entrepreneurship… (which is great!) ….but they do it under this notion that it's NOT sales, it's “entrepreneurship”. But like, “ Eh, entrepreneurship IS sales. It's a sales role." Myron: Yeah, exactly. Steve: And if you're lying to yourself about that, you're already a bad entrepreneur! To be an entrepreneur is to be a salesperson. Myron: Exactly. Steve: How can people be better? How can they get rid of the inhibitions around selling? Myron: Let's start with this. So as you just said… The reason that people say, “I'm an entrepreneur, I'm not a salesman," (What does that even mean?) ...that is because they think there's something inherently wrong with sales! But I'm gonna fix that right now. BLOOD & SALES …. the people reading right now - they can agree or disagree. If you disagree ...here's what I'm gonna say to you… ”You've been wrong before… congratulations, it's happening again!” So I happen to have some money in my pocket…. ….if you take some money out of your pocket, any amount of money… and you look at that money - just check it out - and you’ll realize that: All of the money that you have... All of the money you will ever have... To do the things… You desire to do for yourself... For the people that you love... The causes that you care about... The only reason it's possible for me, you, or anyone else to ever have money is because somebody somewhere sold something to someone for a profit. PERIOD. (I wasn’t gonna go here, but I will…) Money is like blood, right? Money is like blood, in that, money is stored in a bank. Where's blood stored? Steve: In your body. Myron: Well, no, it's stored in a blood bank. Money is stored in a money bank, right? Steve: Oh, I get what you're saying. Myron: Blood is stored in a blood bank. Blood has to be in circulation in order to give life to your body and money has to be in circulation in order to give life to the economy. Steve: I love that. Myron: Right? So money is very much like blood. Blood carries oxygen to every part of your body. Money doesn't really carry oxygen, but it does help you breathe. … because when you don't have any money, you feel like you can't breathe. Steve: That's true. Myron: Right? But also… Money is a mass noun, just like blood is a mass noun. Yesterday, I went and got some blood drawn - I didn't go get ‘A blood’ drawn, I got SOME blood drawn. … even though it's singular, it's a mass noun. So you have to put “some” (which is plural) in front of a singular word. You'd never say "I gave A blood," because that doesn't make any sense. I gave SOME blood. Well, guess what? When it comes to money, you wouldn't say, "I gave A money..." It's SOME money. Money and blood are both mass nouns. Money and blood are both fungible. Q: Now, what does fungible mean? Well, you drove my car when you were in Tampa. Steve: Yeah, great car, beautiful car. Myron: With my name on the floor mat. Steve: On the floor mats right there, that was...wooooo! Myron: I drive a Bentley Continental GT. If I let Steve borrow my car, when he brings my car back, my car is NOT fungible. It's a car, but he can't bring me back a Volkswagen Jetta and say, "Here Myron, here's a car." You have to bring back the same car! ...or at least the same kind of car in, at least the same kind of condition. (Preferably my car, right?) So if somebody borrows a car, a car is NOT fungible. If somebody borrows my golf clubs... (… I wouldn't let somebody borrow my golf clubs 'cause those are my babies!) But if I did, it's like, "No, you can't bring me back some other golf clubs." "Well, they're golf clubs! What difference does it make?" No! Golf clubs are NOT fungible. If you give blood at a blood bank and then get in a car accident, you need to go get some blood… they don't have to search through millions of pints of blood to find the exact blood you gave! Steve: "Oh, here are your cells!" Myron: Exactly. They just have to find the same blood type. It's like with money. Money is fungible. If you loan me $5, you don't care if I pay you back the same bill. Or if you owe me $50 then you don't care if I pay you back a $50 bill. Or two $20s and a $10 or five $10s or 10 $5s. You don't care. Q: Why? A: Because money is fungible. As long as it's the same currency type **(#American dollars), you don't care. You don't wanna loan me $50 in American dollars and I give you back Costa Rican dollars. That wouldn't work.** So… Money and blood are very much alike. So here's what you gotta realize. The only reason any of us EVER have any money in our pocket to do… The things we wanna do The things we desire for ourselves The things we desire for people we love or the causes that we care about … is because somebody somewhere sold something to someone for a profit. Here's what that means: Just like money is the blood, it keeps the economy alive, money is the lifeblood of the economy. Salespeople are the heart of the economy that keeps the blood flowing. If you are in sales, free yourself from the idea…from this ridiculous Hollywood notion that selling is somehow doing evil in the world. Hollywood does way more evil in the world than salespeople! The government tries to demonize business and salesmen and entrepreneurs while they do WAY more evil in the world. Here's what you gotta realize... Being a person who is in sales (a salesman or saleswoman) is one of the most noble, honorable positions and vocations in the world. You make the world go ‘round. Once you realize how essential salespeople are in the world and how much joy they bring into the world? Salespeople bring joy into the world! Remember how good you felt last time somebody sold you a new car? Or somebody sold you a new house? You felt great! Why? Because they sold you something that made your life better. Salespeople bring more joy into the world than almost any other profession. So once you wrap your mind around what selling really is… … that FREES you up from all those internal conflicts and incongruencies that create the cognitive dissonance that restrict you from going out and making your offers boldly. Steve: I 100% believe that. Myron: That was a long answer. Steve: But it's an amazing answer. It drives me crazy…. "Money's evil." Money is NOT evil, money is an amplifier. I feel like (most of the time) when someone is NOT good at sales, usually they need to redefine their relationship with money. They have so many false beliefs around money. Myron: Absolutely. Steve: Do you find that to be true? Myron: Absolutely. I'm gonna say, money IS an amplifier, but I'm gonna add a caveat. Because money IS an amplifier… If you're bad, money will make you a worse person, or give you the opportunity to do more evil in the world. If you're a good person, money will give you the opportunity to do more good in the world HOWEVER… Money itself is NOT bad, nor is it neutral. Money itself is good. Money is a good thing. Steve: Right. Myron: How can you say money is a good thing? Q: What is the substance that represents wealth around the world since the beginning of time? What's that substance? Steve: Gold. Myron: Gold, that's right. Steve: Yeah. Myron: Gold is the substance that represents wealth. The first time gold is mentioned in Scripture is in the Garden of Eden. Here's what God said, "And there was gold in that land, and the gold of that land is good." Now, wait a minute, wait a minute! Help me understand something here. The Garden of Eden is a place where all the food is free. The Garden of Eden is a place where there were only two people who ever lived there, Adam and Eve, (last I checked, they were married to each other). There were no stores, there was nothing for sale, and yet God put gold in the Garden of Eden and then, He made sure He told us it was good. Money is good. It's not neutral. It's not bad. It is inherently good. You can do bad things with money, but it’s inherently good. A car is inherently good - it's not bad to not have to walk everywhere you go! It's good to be able to get places faster and it gives you the ability to save time and put more experiences in your life. But people have run over people intentionally with cars! You can do something bad with something that's good but it doesn't make the good thing bad - it just means that a person did a bad thing with it. Steve: And the person did it, NOT the car, or the gold, or the object! Myron: You know how you talk about the Capitalist Pig it really irritates people? THIS MAY OFFEND YOU I'm gonna say something that really irritates people. Steve: Yeah. Myron: I'm not attempting intentionally to offend anybody (that's not my intention) but if they get offended…. they should probably grow up a little bit! So the government talks about gun violence, right? Steve: Yeah. Myron: Oh, there's no such thing as gun violence. I know, I just lost a bunch of people....but I lost the ones I wanted to lose. Steve: Sure. Myron: Okay? There's no such thing as gun violence. I have a whole bunch of guns, not one of them is violent. (I know I just lost a bunch of people… but I lost the ones I wanted to lose) Steve: Me too. It's so funny, they're just sitting there and they never harmed anyone. Myron: They don't do anything to anybody. They just mind their own business! In fact, they don't even mind their own business ...because they don't do anything. They just sit there until I go to the range and I practice. There's no such thing as gun violence, it's people violence and some of those people use guns. Nobody talks about... Steve: Car violence. Myron: Car violence. Nobody talks about fist violence. It's stupid, it's like saying, "My stupid pencil failed that test." Your pencil didn't take the test Steve: I'm gonna use that one! I wish I would have known that when I was in elementary school, hah. “My pencil's broken!” Myron: "My pencil...I can't believe this... What kind of pencil is this?!” Steve: So we've gone through and said, “Okay, in order to get better at sales, you really need to embody…” Myron: You have to fall in love with it. Steve: Sales are incredible. Myron: You have to fall in love with it. I love sales and salespeople. Pray for salespeople every night when you go to bed. Thank God for them every morning when you wake up. Stop being, "I can't believe that person tried to sell me something." When somebody tries to sell something to you, get excited about it and watch their process and see what you can learn. Instead of , "I can't stand these stupid infomercials. I can't stand these stupid commercials….” I like infomercials… I really love them! Steve: Me too! I watch them for fun. Myron: Goodness, they're so entertaining! I'm like, "Ooh, that is such a great idea!" Steve: Oh man! So we’re saying … THE STRUGGLE IS NOT REAL! Number one: You can't even learn any of the skills or real tactics that you teach if you can't even accept the fact that… Sales ARE good. That money IS good. Myron: Absolutely, absolutely! And that you are doing good in the world when you sell things to people. Do you understand that people only buy something because they value the thing they're buying more than they value the money? It's kind of amazing when you think about it. Steve: Yeah, money is GOOD. Sales are GOOD. I'm writing down some of the notes here... What else would somebody need to do? I mean these are all major foundational pieces before you even get into tactics… (or even things that you'll be speaking at OfferMind about) So what else can somebody do to just increase their sales? They're like, "Hey, I've got those things, I know sales are GOOD. I know money is GOOD." What would be the next step? Myron: Realize that the struggle is not real, it's imagined. “But sales are SO hard!” No, no, no, no, that's just a story you tell yourself. Sales are NOT hard, you're just NOT good at it. I love what Jim Rohn said his mentor told him. He said, "Mr. Rohn, Mr. Rohn. Don't wish it were easier. Wish you were better." Steve: Ohhhhh...there's some zing on that! Myron: That's juicy, ain't it? Steve: It's a little sting, there. A little spicy. Myron: Yeah, he was like, "Sales is hard." No, no, no, no. It ain't the problem. Sales are not hard. Sales are really, really easy! You just don't know how to do it. Jim Rohn said his mentor, Mr. Earl Shoaff asked him, “So how much money do you make?" He said, “Well, I don't make that much. I'm broke.” His mentor said, “How is it that you, being 26 years old and a healthy American male...and you're broke?” He said, “Well, I can't help it. This is the job I have. This is all they pay.” His mentor said, “Well, now Mr. Rohn that's not true. Let me ask you a question. Are there people who work for your company that get paid more than you get paid?" He said, "Yes." His mentor said, "Well then, that's not all they pay. That's just all they pay YOU." And I said, "That is so good!" Steve: I totally I can hear his voice as you say that. You do it well! Myron: That's all they pay YOU So what we have to realize is… Mr. Rohn said, "It's too expensive." "No, Mr. Rohn. The problem is not that it's too expensive. The problem is that you can't afford it." We always wanna blame it on something outside of ourselves. We always wanna relieve ourselves from the responsibility to do the thing, but the reality is... the reality is that sales ISN’T hard… “…I just haven't learned how to do it yet!” I'm gonna tell you something, Steve. *I have NOT always been good at sales.* When I got started in sales in 1985 selling insurance and investments through a company called AL Williams, I was not even good enough to be bad yet. I was so bad, I was worse than bad! I got started in October of 1985 and I did not make my first sale until April of 1987. I was working and doing presentations... and I was woefully awful. See, here's what happens. Most people are not willing to be bad long enough to get good. I was making offers and doing presentations from October of 1985 to April of 1987. (By the way, if you're counting that's 18 months before I made a single, solitary sale.) Shortly after I made that first sale, I became the top salesperson in our office month after month after month after month. Some of you will say, "Well, Myron. How did you do that? What was it that changed for you, that took you from not being able to make the sale, to being the top salesperson in your office?" EASY *I ran out of all the ways that wouldn't work.* Steve: Mat time! Myron: The only thing I had left? The ways that it WOULD work. It's so amazing, Steve. People resist the only activity that can help them get better at the thing they are desiring to do. They'll create all kinds of creative avoidance around not doing the one thing, i.e., Making offers Doing presentations. DON’T HIDE I'm gonna tell you something, I've got a young lady who's in one of my high-end coaching programs. Her name's Eileen, I think you met her. This particular coaching program is $40,000 and they have to put at least half down and then they get on weekly bank drafts, right? So she's like, "Myron, I really wanna get in this and I don't have the money. I don't know what to do." First of all, she came to me and she didn't hide from me. She came to me and said, "I don't have the money. I don't know what to do. What should I do?" I'm like, "This person's gonna be awesome." … because when they didn't have the answer, they knew there was an answer… ... and so they ASKED for the answer instead of avoiding the place where they could get the answer. Steve: Yes. I'm a student of exceptions. If you don't have the means, or you don't have whatever... JUST FIND ANOTHER WAY. It doesn't mean that you're blocked! You keep moving! Myron: Yeah, exactly. Here's what I told her: "Eileen, you already have a $4000 offer. Raise the price to six and make more offers. In fact, take the people who are in your current database right now and give them a date at which you're gonna raise your price to $6000 and give them an opportunity to get it now for only $4000. Raise your prices." I said, "Then the second thing you wanna do, raise your prices and make more offers." Now, here's what make more offers means to me: Collapsed timeframe. Take the number of offers you would do in the next year and do that in the next month! Take the number of offers you'd do in the next month and do that in the next week! Take the number of offers you'd do in the next seven days and do that many offers today! You will have the money in less than 30 days. She called me a week later, "Myron, I have the money." Steve: That's SO cool. Myron: It’s something as simple as “make more offers”. I can tell you story after story. That's not unusual, but it is unusual to find people who are willing... To make an offer! Adjust the offer and then make that offer to another person when somebody says no to their offer Make that offer just the way it is to 10 more people just to see if the problem is the offer... OR if it’s just the way they're offering it. Steve: Right, right. Myron: Most people won't allow themselves to stay in the game long enough to figure out how to win the game. Steve: You know, it's funny. I went back and I recounted how many tries it took me... and it was 33 failures over six years! It was painful... Myron: Well, why didn't you quit? Steve: Right? Yeah, I know. Someone was like, "Why did you think you could keep going like that?" I was like… I realized that failure is largely made up. You just learn. Everything is progression. It's not win-lose, it's just progression. Man, I had a lot of garbage in my own head around the beliefs in money that I had to overcome. Myron: Absolutely. Steve: Before I could even sell what I was making in the first place. ALL WORK WORKS Myron: Absolutely. What's really interesting that a lot of people don't realize? They'll say, "But Steve, it's not working! But Myron, it's not working!" I say, "Okay, first of all, let me help you understand something. All work WORKS." Steve: I'm gonna put that on my ceiling! Myron: All work works. There's no such thing as, "I did that thing, and it didn't work." Oh, it worked. "No, no, but I made the offer and nobody bought." It still worked. "Well, if I made the offer and nobody bought, how can you say it worked?" See, work is a two-sided coin. Q: What are the two sides of the coin? There's the work I do on it There's work it does on me. When the work I do on it doesn't do what I thought it would do...then the work it does on me ALWAYS does what it's supposed to do! I know all work works. So when I'm working on something that seems like it's NOT working, it's still working on me. It's so interesting, we were talking about how you had six years... six years you tried all these different things and none of them "worked." You had six years of failure, about 30-some odd failures but here's what we as human beings fail to realize. Repetitive use of a limited ability will always produce an increased capacity. What do I mean? If I wanna get in shape and started doing push-ups, and I wanna do 30 push-ups, but I can only do five, here's what happens initially after I do five. The next day I can only do three, right? Because push-ups, in the beginning, don't make you stronger at first, they make you weaker because of fatigue. So people think when they become fatigued from the activity that they wanna get good at, they think that means it's NOT working. But you have to do it over and over again. Repetitive use of a limited ability will ALWAYS produce an increased capacity. Unless you do the activity repetitively, it cannot increase your capacity to do that thing. Eventually, if you do five push-ups today, and three tomorrow, and then five the next day, and then three the next day, and five the next day... all of a sudden, you get down one time and then it’s 21. Where did that come from? Repetitive use of a limited ability will ALWAYS produce an increased capacity. Over that year and a half when I was making presentations and nobody bought, what I didn't realize I was learning two very valuable lessons. I was learning how to NOT work for money. I was learning how to hone my message and how to adjust my approach and then go back and do it again. And that's what I mean when I say I literally became the top seller. Went from a year and a half no sales...to making a sale...to top salesperson. “How did you do that?” I ran out of all the ways that wouldn't work. The only thing I had left were ways that would work. Steve: I totally get it. It's kind of the same thing for me... after a while, I was like, "I don't know how else to be bad, or make it not produce cash.” Myron: Exactly. Steve: So just so everyone else can see, I've taken so many notes that I even turned the page… ….now I'm going down this side of the page with notes! I have so many notes and what's funny is that I've listened to you speak so many times... Every time I hear you speak, more and more comes out! I have a greater understanding of why I behave the way I do. Not just, "How do I sell more?" It's, "How do I actually behave better?" It's really fascinating and I want to thank you for that. Myron: Absolutely, my pleasure bro. Steve: So you're gonna be teaching a lot of stuff at OfferMind and you're gonna come speak... Myron: Yes. Steve: And at the point where you're gonna come speak, people should have a great idea of what their offer actually is. The core offer, what they should be doing. Horse blinders on about everything else and just hyper-focused on that one core offer…which is what I'll be doing on the first day. But you're gonna come in and teach them *how to offer the offer.* Myron: How to offer the offer in a way that people expect it. So many people make the mistake of thinking that the offer is their person. What do I mean by that? What they'll do is say, "Well you'll get so many hours of my time." I say, "How many hours of your time?” What I want less than hours of your time is for you to have hours of my time! Steve: Right. Myron: Okay? So they'll sell their person. They'll sell their pieces, "Well, this has got five books, 17 videos and 47 audios." Well, nobody cares about the pieces. Steve: No, I don't want that. Myron: Nobody cares about the pieces. They'll sell their process. It's fine to teach people the process after they've taken advantage of your offer, but don't sell them the process! If you sell them the process then they're not gonna buy it. I'm gonna teach you *how* to offer the offer... Q: ...and so how do you offer the offer? When you're selling to somebody you don’t sell them the process, you only sell them the payoff. You don't sell them your person, you don't sell them the pieces, you don't sell them the process. Q: What do you sell them? You sell them the payoff and you use a concept that I call Emotional Cooperation. After you use Emotional Cooperation… (and I'll teach you what that means when I get there - at OfferMind…) ...then you use what I call Logical Justification. When you combine Emotional Cooperation with Logical Justification, you become what I call a Psychological Artist. You can hang pictures in people's minds for them to refer to that help them see your offer in a more favorable light. OFFERMIND??? Steve: That is powerful stuff and I’m taking notes like CRAZY. If anyone's watching or listening to this now, and they're like, "Will OfferMind be worth it?" ...first of all, if you're NOT convinced by now… I don't know what to tell you! What would you say to somebody who's like, "You know what, I don't know if I should show up to OfferMind?" Myron: What does that mean? Steve: Right. Myron: No, no, I know what you mean. I'm like, "I don't know if I should show up for OfferMind?" Some of the greatest marketing and sales minds in the world alive today are gonna be there teaching you how to get BETTER at creating offers, and offering those offers… ...if you don't know if you should be there…? Perhaps we should come get your family and take them to safety!?! It's that kind of deal. THE TWO THINGS... One of my old mentors, Charlie "Tremendous" Jones... I love that man and he was so amazing. He changed my life in so many ways. Steve: Oh, I didn't know he was! Oh, that's cool. Wow. Myron: Oh yeah, I knew Charlie. Steve: Oh, that's amazing. Myron: Yeah, I knew Charlie. Steve: Cool. Myron: He lived in the same town as me. I used to go visit him. Steve: That's amazing. Myron: Like, I would go hang out with him. Charlie used to say: Your life would be the same 10 years from now as it is today, except for two things, the books you read and the people you meet. When he said, "The people you meet", he is talking about the people you associate with. I have found that NOTHING in this world ... in this life...changes your life for the better like going to live events. Live events are my vibe. I get to meet people and interact with people. If I had never gone to Funnel Hacking Live, I wouldn't even know you and we wouldn't even be having this conversation right now. Steve: No, definitely not. Myron: When you were at Funnel Hacking Live in San Diego, 2016 and I was at Funnel Hacking Live 2016... I don't even know if I remember meeting you. Do you remember meeting me? Steve: No. Myron: Probably not. No. Steve: No, no. Myron: Probably not, right? We were both there, just as attendees. And now you're having your event, and I'm coming to speak at your event! You learn from me, I learn from you. We make each other's lives better and we help each other's students, it's like... ...does it get any better than that?! Steve: I don't know?! Myron: You will meet joint venture partners and they can open doors for you that you can't open for yourself just by going to live events in general... But OfferMind! Like really?!! I mean where will an assembly (other than at Funnel Hacking Live) of this level of marketing and sales genius be converged in ONE place at the same time other than OfferMind? If you're not there ...where else would you be?! Steve: I don't know? I've asked the same question. I'm like, “I don't know why you wouldn't show up to this, it's pretty ridiculous…” Myron: Your life will change. I love what JR Ridinger used to say, he is a guy who is the president of a network marketing company I used to be a part of. He said, "You can change your life in two days." How long is OfferMind? Two days or three days? Two days? Steve: Two days. Myron: You can change your life in two days. You can get more accomplished in two days than you get accomplished in a whole year by being smart enough to get yourself to that next event. Steve: There’s something about it... Myron: It collapses timeframes It gives you a synergy It gives you a level of focus that you can't get...that's diffused when you're out here doing your own thing in the workaday world. When you come into a space where there are that many people focused on sales, focused on marketing, focused on offer creation, dude, it changes everything. Steve: Yeah. Myron: Yeah, I'm speaking at OfferMind. But I'm not just going to OfferMind 'cause I'm speaking, I'd be going to OfferMind if I wasn't speaking. Steve: Yeah. Myron: Let's not get it twisted, ladies and gentleman. Steve needs to go to events, I need to go to events, Russell needs to go to events. The teacher who has stopped learning has lost his right to teach. Steve: Okay, amen. I think about like wings on a plane. I tell everyone, if you're being coached by someone who's not also being coached, stop listening to them! They're not practicing the very thing they're teaching you. Myron: Absolutely. Steve: Get away from them. Myron: Absolutely. Steve: Oh man. Myron: Don't get stuck like Chuck in a pick-up truck. Steve: Well hey thanks so much for being on here, thanks for being in Sales Funnel Radio. I'm just incredibly excited to have you on. Myron: Me too. Steve: Guys, go to OfferMind.com and grab your ticket. By the time while I'm saying this right now, we're pretty much out of VIP seating - stuff is filling up very quickly. Go get your ticket and we'll see you September 2nd and 3rd! You’ll get to listen to Mr. Myron Golden teach you how to offer the offer that I'm gonna teach you how to build on day one. Myron: May I borrow one of your words? Steve: Yes. Myron: BOOM! Steve: BOOM! BOOM! If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on *all the strategies, right? That's also good. But the hardest part* is figuring out what the market wants to buy and *how* you should sell it to them, right? That's what I struggled with for a while until I learned the formula. So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it. *Wanna come?* There are small groups on purpose, so I can answer your direct questions in person for two straight days. You can hold your spot by going to OfferMind.com. Again, that's OfferMind.com.
	SFR 267: Brad Gibb Teaches Entrepreneur Cashflow Tactics...	09 Aug 2019	00:39:30
*Brad Gibb Teaches Entrepreneur Cashflow Tactics…* I’m NOT a finance expert, and I can't teach you that stuff, 'cause it's NOT my thing… I am very interested to know what happens to my cash. I’ve watched and observed a lot of other entrepreneurs who make A LOT of cash… They're successful BIG names… (Yes, even Two Comma Club Winners)... However, behind the scenes, in their personal finances, they're broke. I was like, "That sucks. I don't wanna be that way.” I want to pay as little taxes as possible but it needs to be… Legal Ethical Moral I see entrepreneurs who are NOT experts in finance, who handle their own tax strategy - often they get in trouble with the IRS and owe taxes FOREVER. I've seen sooo many people do that. It's hard enough to get a freakin’ business off the ground, let alone try to go navigate all that finance stuff afterwards ... so I don't even try to do that, instead, I hire experts. HOW TO MANAGE YOUR MONEY LIKE A CAPITALIST PIG I hire experts to teach me Then I hire the experts to “Just go do it for me please." Now, the guy that I listen to explicitly on my finance stuff is Brad Gibb... I have profound respect for Brad and the things that I’ve learned from him. I'm a geek and a nerd around the topic of finance and what to do with it. I want to just listen to those people who are most influential - so I don’t have to be an expert in everything - 'cause that’s impossible. I’m VERY careful who I listen to… I have a Marketing Coach - it's *Russell. I've got a Systems Coach - it's* *Alex Charfen.* I've got a Sales Coach - it's *Myron Golden.* I've got a finance coach - it’s *Brad* In fact, there's one other person, and I'll kind of keep hush-hush for right now. But it's almost 150 grand that I'll spend this year on my personal coaching. It's so funny when someone's like, "I won't spend this amount of money for you to come teach me this or be in your program, Steve." I'm like, "You are definitely not a fit then, 'cause I am willing to pay for results personally." I pay for much faster results, (as opposed to me trying to learn it all myself). HOW TO FASTTRACK YOUR RESULTS For OfferMind, I’m bringing in my coaches to teach you… So today, I thought it'd be cool to interview Brad Gibb to give you a glimpse of what you can expect. So Brad is gonna walk you through some key things that new and existing entrepreneurs can and should be doing to protect their cash. OfferMind is NOT about funnels ... it’s about offers, but it's offers in the context of... Let's learn cashflow strategies. Let's learn cashflow tactics. And funny enough, that's actually the name of Brad's company #CashFlowTactics Disclaimer! Disclaimer: I am NOT your financial person. This is NOT financial advice... ... this probably won't work for you X, Y, and Z, whatever…. Everyone feel disclaimed? Alright, cool! … then I'm excited to bring on *Brad Gibb. WHY EVEN SUCCESSFUL ENTREPRENEURS ARE BROKE* Brad Gibb has been one of the guys who's taught me probably the MOST about the actual business underneath the hood… How it works why I should be doing what I am Why I should stop doing some things that I am Brad has actually altered A LOT of the things that I sell and my actual personal finances and the way we run EVERYTHING. He's given structure to the numbers behind the scenes, and I just so much appreciate everything he's done. Brad is actually one of the speakers at OfferMind, which is very exciting. At OfferMInd… Day #1: I'm going to coach Day #2: All the people that I reach out and gain wisdom from. … and foremost on that list is definitely Brad Gibb. Thanks for coming to Sales Funnel Radio. Brad Gibb: Hi Steve, and I appreciate you having me on - it’s a massive honor. I love working with you… ... and yes, I'm a professional cat herder ... 'cause I try to get entrepreneurs to do all the things that they don't wanna do, but that are amazing and really transform and continue to the next level. So I'm excited to be here. Steve: Well, you're crazy good at it. And just for those people who don't really know what you do, could you just let them know? Brad: So it is kind of a catch-all, but… We're basically money coaches for the world of entrepreneurs. ...cause what we found in our journey, (which I'll probably share a little bit about that here in a second), is that what happens to an entrepreneur is… We do EVERYTHING the exact opposite of what we're told. At some point, whether it was in school, whether it was at your job, whether it was an internship, at some point, we were like: "Wait a minute. I don't fit in this world, and I'm gonna go over here and play a totally different game." And then when we're successful in that other game and we ask people: "What should I do with my taxes, and with money, and with my investing?" … and they try to put you back in the box that you just left and say, "Oh, you should do all the things that all the employees are doing with their money." ..and it ends up sabotaging what you're actually trying to do in this other box. There’s an entirely different world of finance that mimics and mirrors, and supports you as an entrepreneur. But unfortunately, just like everything, and everything is a product and everything has an intended audience. The finance world is a product, and 97% of that advice is aimed at the employee ... and so for you, 97% of financial advice is either dangerous, misleading or just outright wrong, 'cause you play a different game. So what we teach you is the game that you're actually in from a money-taxes structure, and even just the mindset, the way we think and feel about money... That's what we do. ENTREPRENEUR FINANCIAL MANAGEMENT- AKA: HOW NOT TO LOOSE MONEY Steve: It's a HUGE deal. I remember the first time I made 50 grand from this thing that I was doing. I was so excited about it. I was like, "This is great." It was one of my first big wins. And I remember paying 46% taxes on that thing! I was like, "What? This is ridiculous!" I got so mad. I was like, "Uncle Sam... " ...it wasn't a six-figure check yet, but it was my first big taste of like: "Man, I gotta learn this or I will literally not keep much of what I actually make after business costs and everything else. It's not gonna be much." And I started diving more deeply and realized that there really truly are secrets that are ethical, that are moral, that you can use to actually keep money and set up a real good life for yourself. WHAT’S YOUR FINANCIAL IQ? Brad: We have two goals #1: We wanna increase your financial IQ ... 'cause no one is gonna come save you. No one's gonna care more about your money than you do. And ultimately, while we're raising our marketing IQ, we're raising our sales IQ, we're raising our system IQ… Rarely does the entrepreneur work to really raise their money and finance IQ. Our job is to make sure that's levelling up with the rate of growth you're experiencing in all other areas, right, Steve? And you and I have talked about this a bunch like, "Business is like the ultimate personal development tool." … but we don't do that on the money side, so we upgrade your financial IQ. The goal is to empower you in the conversation of money. So as you enter conversations with… Accountants Attorneys Investments i.e.; When you ask: “What do I do with this capital?” … you start to make decisions that have *lots of dollar signs* next to them; you're empowered in *how* to make those decisions. That's our ultimate outcome for the entrepreneur. Steve: That's massive stuff. How did you get started on this? ‘Cause like you said, "Some entrepreneurs are kinda like herding cats." So I'm sure there's like *a love-hate relationship* with it? Brad: Absolutely. So I'm a super nerd, and I love my spreadsheets. I would just sit with them all day long if I could. But if we rewind the clock, I always liked money, I always liked those conversations. And so, being the super nerd that I am, (following the traditional advice that I was told), I thought, "If one degree was good, four would be better." So… I got an undergrad in accounting. Then I got a Masters in accounting. I was a guy that went to summer school not to graduate faster, but so I could do all this other stuff that I wanna do. I got a degree in economics A degree in statistics. So I was like, "I got everything I need." Steve: That's so awesome. Brad: And I loved it. I was still supposed to be getting a Ph.D. in accounting *...* that's how much I loved numbers and studying. But luckily, something deep down inside me told me that it just wasn't gonna be a good fit, so upon graduation, I joined Goldman Sachs, (don't hold that against me). It’s the evil empire, and I understand that. I was in the belly of the beast. But the amazing part about that experience was that I was downtown New York in 2008. And for those who don't understand what went down in 2008… The world almost exploded, and everything was melting down, and I had a front-row seat to it. And it really was like the beginning of my awareness of ‘there are things that I learned, but the application and what's going on in the real world is like completely different.’ And that's where, after a very short time, (seeing what was going on), it was one of those things where I had a Jerry Maguire moment of like: "I can't be here. I can't be part of this. I gotta get out." So, I leveraged some contacts that I had there and started a consulting firm. ENTREPRENEUR CASH FLOW TACTICS So this is where I realized… #1: Not only was there a lot of stuff going on in money and finance in Wall Street that I wasn't okay with #2: The bigger story there was that I thought that having a good job, having a good education, and having the resume of Goldman Sachs was gonna be what brought me security… ...but that was the wake-up call, "Wait a minute, there is no such thing as security." The Lehman Brothers disappeared overnight, and it just as easily could have been Goldman Sachs. It was Lehman/ Goldman Sachs? Lehman/ Goldman Sachs?... and it happened to be Lehman that went out. I was like, "Wait a minute, this isn't what I thought it was gonna be." So I took the leap to be an entrepreneur and said, “That's where my security is gonna come from…” I'm not gonna have a boss, I'm gonna be the boss. So I made that transition, and things went really well. We grew an audit consulting firm, where we actually helped companies go public - we were on the interface of the SEC and investors. We're putting all this together to help companies go public. We've taken about two-dozen companies public during that time, then I had my second realization which really led into what I do now was… I was making good money, on my resume, everything was exactly... I was a partner of the firm. We were growing. We were hitting, making more money than I ever imagined. But I still remember vividly… MY 2ND WAKEUP CALL I was sitting in my desk, looking outside. It was pitch black, it was two in the morning and I was finishing up client work for the deadline that was coming up the next day…. And as I finished it up, I kind of took a breath and thought for a minute and realized that it had been multiple days in a row. This was the third day in a row that I'd been in my chair at two in the morning, finishing up client work. I had left so early the morning before that I didn't get to see my kids. I hadn't seen my wife in three days. I sat back, and I was like, "Wait a minute, what is all this about? My business is now totally and utterly controlling me." Steve: Wow. Brad: And that was kind of the second part of freedom… I was like, "Wait a minute, yes, I need the control and benefit that comes from being an entrepreneur, but I've gotta figure how to also be free from my business." And so, that started a personal journey for me into… Business finance is NOT personal finance. The economics that Wall Street uses is NOT what is going to put dollars and cents (from an investing and a tax standpoint) in my own pocket. So that started the path to, “How do I get free and independent from my business as fast as I possibly can?” So that's why I started bringing those two worlds together and put the entrepreneur first. Because I have a business for me, first and foremost… I need to make money and I need to have the life that I want. And so I lined all that knowledge up against me as the entrepreneur and asked, “How do I structure everything to benefit me and put me where I need to be?” And that process, obviously, enabled me to eventually walk away from that firm and start Cashflow Tactics, which is what we do now… It enabled me to make all of those lifestyle decisions that allowed me to run and be involved in an amazing business, that gives me an arm's length sort of freedom to balance that… ... if that makes any sense? Steve: No, it totally does. And it's an awesome story going from... You have these amazing talents, man. This is so incredible, you're one of the smartest people I know. And it's super fun to listen to you. You're a source of gigantic financial education for my wife and I, and my business and all these decisions we make. It's amazing how eye-opening it's been. I look at the world differently, my decisions as a marketer are actually influenced by what you and I have chatted about. The topic of funnels in marketing is giant, but it's like the same five things I see EVERYONE screwing up. What are the things that you see EVERY entrepreneur, big or small, where you're like, "I just know this is gonna be jacked up, 'cause it almost always is..." You know what I mean? Brad: That is such an awesome question... because you're right! I've asked you for funnel advice, and you've given me, like, "Brad, really? Like, come on, it's right there. Don't you see?" But, yeah, so a couple of things for entrepreneurs, (and it's funny because I'm thinking about our conversations), and we've had these with you, so don't feel bad, everybody has them… WHERE ARE YOU SCREWING UP? One of the big ones is: Revenue and Profit are not the same thing. Cash and profit are not the same thing. *You're gonna have profit and NOT end up with cash.* So understanding how to take the numbers that we're running our business with and make them real and tangible - so there are conversations around that. Understanding, as I said, the difference between revenue and profit, and how to understand what drives both of those. And then understanding… What is profit? What is cash? And that's really what then opens up a conversation of... How do we pay the least amount we can in taxes yet still have money in our bank account? .. ‘fortunately, MOST tax advice just requires you to drain your bank account and be poor - which isn't what we want! So separating cash and profit is a powerful piece to it. And then just understanding dashboards - understanding what are the levers that my business is running. So that's kind of one area of a lot of questions, so that when an entrepreneur comes in and says, "Hey, can you help me set up my structures or help me invest?" “Yeah, after we dive in, and we help you understand where you're numbers really are.” ‘Cause ultimately... I can't help you unless you're really clear on what your business numbers are. So that's definitely where we get in and clean everybody up initially is: Revenue and Profit Profit and Cash A Set of Dashboards. Steve: That's awesome. Brad: That's one major element. A second one is… There’s a huge difference between being an actual investor and being a gambler or a speculator. … and we're never really told the difference. How do we actually understand what investing means and not what we've been taught? i.e, Not what most employees are taught to do. So exiting that world of employee over to entrepreneur, and understanding that what investing entails, is NOT what you think. So yeah, the second major one would be that. And there's a third one, (it'll come back to me in a second), but those are two major conversations we have. Steve: It's funny, man, because people will say that to me about ads, " There's a huge gamble on ads." I'm like, “If you've done all the pieces we've said, there's not... It's not a gamble. You're playing the game. This is what's supposed to happen.” It's really interesting. THE ICEBERG PRINCIPLE Brad: And then, I guess the last one I kinda talk about is, ‘*The Iceberg Principle.’* Everybody wants to look at that part we can see that sits above the water, but really, 90% of investing and wealth creation is what's below the surface. I want you to upgrade your question, don't ask, “What are the rich doing with their money?” Instead ask, “What did the rich do to get their money in the first place?” That's the question that we wanna answer, right? I don't care what Bill Gates does with his money today - when I have a billion dollars, maybe I'll ask those questions, but I don't. “What did he do in my stage to get there?” Those are the questions that we look at and really answer. And so, it's a question of: Do I understand what's going on? How do I keep the money I'm making? Keep the money that you’re making first, and then understanding what your investing looks like. Those are the main conversations we have. Steve: I love that, yeah, 'cause we're all on different stages as entrepreneurs… But I think too many times, we'll look at other people and say, "Well, so-and-so did this." But "Yeah, but so-and-so is running a billion-dollar enterprise." Brad: Yeah, “Bill Gates just did this or that.” Who cares? You're NOT a billion-dollar endowment fund, so what do you care? Steve: Yeah, who cares? “…that's where they're putting their cash,” for a totally different reason! Or “...that's where they're getting their traffic,” and like, "Ugh! Anyway, they're selling Beanie Babies.” Brad: But it's so crazy because truth is truth is truth, right? A lot of the same mistakes people are making on the marketing side that you're dealing with every day, it's the same set of underlying assumptions of, "Well, that guy's doing it, so I should too." Well, NO We're NOT asking the right question - that's so much of the problem. Would you agree with that? QUESTIONS LEAD TO REVELATIONS If we correctly identify the problem and then ask the right questions, the solution becomes easy. … that’s so much of what we spend time doing on the money side, diagnosing the same things you are, just a different outcome. Steve: Yeah! I find it's harder to actually figure out what question to be pursuing rather than actually find the answer. This is really interesting. Okay, so I sat next to ‘The Man’ for a while and I would watch him. We'd set up all these funnels, all this marketing, and put all these pieces together, and I’d watch how they would treat the cash. I wasn't sitting around, going, "Oh, what are they saying?" But, it was easy to observe it. There was a pre-created strategy that they had. The cash would come in. It would break even all these ad costs. They'd upsell people. They’d take profit for the business Finally, they’d go in and fill their pockets. That was a really cool front-row seat to a lot of that. PROFIT OR REVENUE? Let's take an entrepreneur who is around the million-dollar range. What are some of the things they could do with their cash? Brad: It's kind of funny, you picked the million-dollar range because what we harp on to so many entrepreneurs (it’s not a hard and fast rule because profit is different than revenue, right?)... So if they’re making enough profit there are levers we can pull, but certainly, up to a quarter-million, my answer is… Just keep figuring out how to make more money. Steve: Let's just make money. Brad: It's too easy to make a quarter-million dollars today. I know that might blow some people's minds that are reading, but it really, it's too easy to make a quarter million to a million… So if you're NOT doing that, stop trying to do anything after that, (like, investing in vehicles with the stock), and just take all your money and figure out how to make that kind of money. Steve: Just bring more cash. Brad: Just bring more in, right! Don't fall for the $10,000, $15,000 packages of ‘protectionals’ because you have NOTHING to protect. You don't have enough money to invest to make a difference. So let's just start there and just say you need to be making, (depending on your business and profitability model), you need to be making a quarter million dollars or more. Fair? Steve: Yeah. Brad: Cool. Sorry, what was the question you were asking? Steve: And then after that point though, what would you suggest maybe someone start doing? THE MOST EXPENSIVE MONEY YOU HAVE Brad: So the first thing to do, ( I usually keep a dollar bill here for emphasis, and my kids must have taken it…) Steve: Still on your board? Brad: Yeah. Right here. That $20 bill, 'cause I use this for other things, but this $20 bill... The $20 bill that you have in your wallet is the MOST expensive money you have in your life... because what did it take to get this 20 bucks? You had to… Launch funnels and promote Have ad spend Break-even Upsell to actually make a profit Pay all your vendors Pay all your employees Write Uncle Sam his check ... and then after all of that happened: Your wife wanted to spend money You had to eat Put gas in your car Make your mortgage payment Live your lifestyle … and then* there was money left over to be in your wallet, right?* Once entrepreneurs get good at making money, it's easier for them to just say, "Oh, if I want something, I'm gonna make MORE money..." ...instead of trying to keep a little bit of the MOST expensive money. If I can help you keep an extra dollar, for most entrepreneurs, that's five to 10 on the top line. Steve: Interesting. Brad: So it's getting a focus of, “How do I keep the money that's coming in? “ And so it's this conversation, (and Stephen, you and I had it)... The business becomes this snot-nosed, whiny baby that just cries until it gets what it wants. Agree? Steve: Yeah. Brad: And we have to do a lot of work of separating the entrepreneur from their business- so that they can discipline their business and make it give them what *they* want. So it's this bridge between understanding *how your business needs to operate and how you're gonna operate independent of that. So it's teaching a blend of the idea of this metric of … How do we then reverse engineer the profitability and the cash that we want in the business owner's pocket?* … and until we think through that process, we're always going to be *robbing Peter to pay Paul.* And I think entrepreneurs have been through this... Like, they'll go sacrificing, sacrificing... making sure the business grows. Going without, going without, going without... until it just teeter-totters and just spend a bunch on the other side. And every time they're spending, they're worried about, "Is there gonna be enough for my business?" And then every time they're actually re-investing in their business, they're like, "This sucks 'cause I don't know when I'm ever gonna benefit from this?" However, in reality, it's simple, it's a process. There's a formula to understand how to live our life and build our own wealth, while not taking from or at the detriment of our business growth. ...and how we balance those two things? Brad: 'Cause, unfortunately, too many business owners get lazy once they start making money… When I didn't have any money, I had to put my thinking cap on and be an entrepreneur and just figure out how to do it anyway. Does NOT having money ever stop you from what you want to do? Steve: No, I figure it out. Brad: No, we just figure it out, right? Steve: Yeah. Brad: But once you have money, then you let the dollar solve the problem instead. You're just like, "Oh, I can't do that in my personal life because my business needs the money." Well, how is that...? That's just lazy rather than saying, "What if I didn't have the money, how would I solve it?" Or, "I'm paying myself this much 'cause I'm demanding it." And then, “How do I create that problem, so I can solve it? Rather than just papering over it with, "There's money in the bank account so I'm gonna spend it." Does that make sense? Steve: It does, and that's one of the major things I learned from you. Basically, I had to define the relationship with me and the business. Not just the CEO hat, (which is what I studied and was focusing on like crazy and learning from guys like Alex Charfen)... ...you took it to this other level. It's like, “Now, let's talk about you as just a human, and your family needs compared to the actual business needs.” It was nuts to see how that worked and the security that came from that was astounding. Brad: And so everybody says like, "What can I do?” Or... “How do I…? " That comes after we set up what we call *'A Game Plan.' Start figuring out…* Where you are? Where do you want to go? ...and then, depending on that gap, we set in the things that we need in order to get you there. That's really the most impactful thing I could ever do for somebody is connect these conversations. The tools and tactics become a lot easier once we have a game plan. The most impactful thing I could ever do for somebody is to give them a very clear step-by-step roadmap… ...'cause we're all entrepreneurs, once we have a target, it's just a matter of time, we're gonna hit it. Steve: I'm gonna do it. Brad: It's setting up the right target. Steve: Yeah. That makes sense... and then having clarity in where you are in relations of the target, yeah. GETTING HONEST… Brad: Yes, and as embarrassing as that sometimes feels, like that's just being honest with: Where things are at? How do we feel? What frustrates us? Like there was a lot, (not just you), but every entrepreneur I’ve worked with - you really unpack that. Like… How are we feeling? What's causing us to not feel secure? There's a lot to unpack there, and then... we can line up the road map and go from there. Steve: Interesting. You can obviously see that Brad is just this fountain of knowledge and it's so incredible, and it's super exciting to have you on here. I asked Brad to come speak at OfferMind. Day one is my offer creation formula…’cause #OfferMind. But you all know, I mean I’m wearing the Capitalist Pig Shirt, right now… It's for the purpose of profit, and it's for the purpose of doing things in your life that you want to do in relation to these structures that Brad teaches. And so what I asked Brad to come in and teach more about personal cash flow tactics. His actual business is called Cashflow Tactics. Brad: I think it's fun. We hit it on the head. We did it. Steve: Yeah. Super fun. Could you just give a little brief, just really briefly, what are you gonna talk about at OfferMind? SHAMELESS OFFERMIND PLUG FROM BRAD Brad: Yeah, can I plug your event first? Steve: Yeah. Brad: Okay. Guys, I've known Stephen for four years, I've been in Russell's Inner Circle. We met there, and I think we both had this little rush of like, "Oh, that's Stephen. I can't go talk to Stephen." And Stephen was like, "That's Brad and Ryan. I can't... Steve: "It's Brad. I can't go talk to Brad... " Brad: For two years, it was like that… We got over that… 😂 But what I struggled with, (even being surrounded by 100 of the top marketers in this space for the last four years), what we struggled with (for literally two and a half to three years), was our offer. I had all the frontend tactics, the strategies, I had all of this, but I could not figure out how to talk to the market… Once I got something in front of me, I could melt your face, I could take you down a rabbit hole. But when somebody said, "Well, how do I work with you?" That's when I was like, "I don't really know, I need to get in and... " And that held us back for so long, but literally, this was what happened… We spent some time with Stephen, we spent some time with a couple of other people, and it was like flipping a light switch. We figured out what our offer was, how to put it together, how to communicate it to the marketplace in April. We took everything down. Took two months to put it together, launched it in June. From June to February, we hit the 10X Award. Steve: Yeah, you did $10 million. Brad: … in whatever that is, eight months! Because we got the offer right. I had all the knowledge, I had stored it all up. We had all the delivery. We had the team. We had EVERYTHING but just couldn’t get any traction. We get asked to speak in a lot of places, (as you might imagine), and we have to say ‘NO’, ('cause I've got five kids that I really like spending time with, and so I'm gonna spend a lot of time with them)... The one event I said, "Absolutely, I'll speak at” is OfferMind... ...because of just how powerful it is to conceive around the offer, for us, it linked from the offer, it linked forward into the marketplace, and it linked backwards into how we grow our company- that was essential. Steve: Dude, that's awesome, thank you. Brad: If anyone's on the edge and thinks they might need it - that's where we were stuck, and it totally transformed. I was wishing, “Somebody should run events and teach me how to do this,” and then… BOOM! Steve: It's awesome, man. Brad: What are we gonna talk about? We are gonna talk about... So, on day one you're gonna hear from Stephen and then you're gonna hear from these other coaches about all of these models to have a business where you can create cash flow, right? Whether it's marketing, whether it's speaking, whether it's whatever... those models are gonna bring cash into the business. What I'm gonna talk about is… What do you do, personally as an entrepreneur, to take that cash and make it work for you forevermore to bring cash into your life? Personal Okay? And kind of an idea behind this,... just think about this... THE WOLF YOU CAN’T SEE... There's this concept that I like to call "entrepreneurs we’re hunted by a wolf you can't see." No matter how much money we can make from stage. No matter how much money we can make on our webinar, No matter how much money we have coming in the door ... our business has what we call *a half-life, and if we stopped paying attention to it, it will slowly degrade. No matter how good we are, it's just, it has to be actively maintained and that's the pressure… That's the wolf that's hunting you* Unless you get up and push forward and innovate and ensure that things move forward, you know that no matter how good the cash flow models we got on the frontend, they're dependent upon YOU. What we try to do is push that wolf off by creating cash flow models that do not rely on you, as the business owner anymore. In my case, I have well over $10,000 a month that comes in, 100% independent of my business, before I wake up in the morning… We call it leveraged income. Because... “Psst…. There's no such thing as passive income, it doesn't exist. It's a myth. It's a lie.” We call it leveraged income in that it does NOT rely on you, or your asset of you as the business owner, you as the attractive character and the center of your business. Right? Steve: Yeah. Brad: And if we can bridge that... Our whole model is… No matter where you start, we can get you there in 10 years or less. So we're gonna marry that cash flow model up to the ones you're gonna learn on day one and parts of day two - so that we have the outcome that we all really want in business… ... which is true financial security. And that ONLY comes about if we can have ourselves removed from that equation. Our business funds this model and then now we're NOT necessary. That's where true financial freedom comes from. That's the model we're gonna share at OfferMind. Steve: Yeah, yeah. So you're saying it's pretty awesome. I mean, it's life-changing, man. And the stuff that I've learned from you guys is just incredible, and, I'm already kind of a geek like that. You know we all geek on one thing, but we follow rabbits everywhere. I listen to tons of finance books, I love that stuff. Financial Econ was the major I almost went into. And then it was like... It was like 50 years of knowledge in this little contrite, three-hour thing you guys took me through - it’s been amazing. So guys, come to OfferMind and come learn the stuff from Brad. Yeah. Anyway, thanks for taking the time to do this, man. Brad: Hey, thanks for having me. Like I said, come to OfferMind for what Stephen teaches and then stay for what I'm gonna teach, 'cause it's gonna be awesome. But really it's ‘*Make money, first and foremost,’ right? Come, learn. It's just too easy in today's day and age to be a Capitalist Pig and unashamedly make a bunch of money.* And then, as I said, Our mission is to help you keep MORE of that money and grow it to provide that ultimate financial security. Steve: You know, it's interesting, moving down this road, (and I know you've seen tons of it way more than I have), just watching a lot of friends and peers make this money… They do all the studying They figure out how to make cash, (which is awesome, its own skillset). ...and then they struggle financially for like every single year for the rest of their life. And you're like, "What are they doing versus the people that... " It's crazy. THE SKILL EVEN TWO COMMA CLUB WINNERS STRUGGLE WITH... Brad: So, you triggered it, when you asked me, "What's one of the main things that you touch on... The myth that everybody... " The one was left and that just came back to me was… The skillset required to make money is fundamentally different than the skill set required to keep it and grow it. Steve: Yeah. Brad: It's almost the opposite skillset. And what most people don't know is most Two Comma Club award winners, most people with these big businesses, they're really struggling on the personal side of it. They've got the skillset to bring the cash in, but it’s NOT a skillset that translates… But it's learnable. And if you're working with somebody who is an actual entrepreneur, who actually does it in their own life, (like we do), it can be pretty simple. You hit that nail, I'm glad you brought that back up that because I forgot. They are two fundamentally different skill sets. So, get the skillset to make it and then we need the skillset to keep it and grow it. Steve: Totally, yeah. And with that plan that you've helped me create, I have confidence in what I go make 'cause I know there's a plan for it. ... it's like it reignited the fuel. 'Cause after a while, I was like, "Alright, let's launch something again? Let's send more ads?" I was like, "Why?" It's like, "Oh, this other piece that you brought in." I was like, "Oh okay, that makes sense." Brad: And we've actually worked with a lot of entrepreneurs that have intentionally, or even subconsciously, stopped growing their business because of all the uncertainty on the other side... It was self-sabotaging. They didn't want, or couldn't grow, because of that bottleneck and that breaking point. There are so many people that they make the money so fast, they've not built those other skill sets. It's kind of like the NBA player syndrome, where you get this huge signing bonus and you make money for a little while… However, 9 out of 10 NBA players are broke when they leave...'cause they don't have that set, They spent the money so quickly. And it's that same idea that we're just trying to teach and lay those foundations so that your financial IQ rises with your business acumen. It just allows us to keep and grow what we're making. Two Comma Club awards are fun and exciting, and revenue is super sexy…. But guys, really, the thing that makes you sleep at night and the thing that really brings that level of certainty is, "Am I able to keep it?" Steve: And you guys notice, I've had actually several, about four or five people in the last little bit, reach out and say, "Stephen you look physically different." I'm more rested, my friends. It's A LOT of the stuff you're talking about. And the answer is not a dumb Dave Ramsey, “Live on beans 'til you die,” thing. That’s NOT at all what Brad's talking about here. Brad: How many times did I tell you, “Stephen, stop doing those things. Stop trying to be good at investing, cause your skillsets here"? Steve: Yeah. Brad: Yeah. Steve: Yeah, it was huge. And by the way, it's not about living on carrots. It's totally the opposite actually, there's just a plan for it, and it was so like, "Ah, a breath of fresh air." Anyway, it's super fun. Brad: Very good. Steve: Well, hey, you guys, thank you so much. And Brad, where can people follow you? Brad: So, actually the best place cause obviously on a podcast, we skip around and it skips over the surface of all these concepts. I gotta bring up all these different ways to think… Where we start breaking that down, is actually on YouTube. That's probably the best place where we give 5-15 minute clips of starting to go into detail of what these concepts are. So if you wanna start poking around and see, "What the heck is he talking about when he says 'profit is not cash'?" Go to our YouTube channel and start hunting, digging around and geeking out there. I promise it's NOT overwhelming and it's totally consumable, 'cause I studied from guys like *Stephen*, who helps me break down my spreadsheets into real examples that are understandable. That really is the best place is to follow us there. And then we're on the main things like Twitter, Facebook, Insta or whatever... I don't do a lot of the social media stuff, but if you want more information, start on YouTube, and then you can always follow what we put out on Instagram and Facebook. Steve: That's awesome. Hey guys, go check out Cashflow Tactics on YouTube and go to offermind.com and grab your ticket. Brad: Do that first and then come to YouTube. So go to OfferMind and get your tickets, then come to my YouTube channel and geek out about how to keep all the money Stephen is gonna teach you how to make here in a couple of months. Steve: Yeah. That's awesome. Brad, thanks so much for taking the time. Brad: Thanks, dude. BOOM! If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on *all the strategies, right? That's also good. But the hardest part* is figuring out what the market wants to buy and *how* you should sell it to them, right? That's what I struggled with for a while until I learned the formula. So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it. *Wanna come?* There are small groups on purpose, so I can answer your direct questions in person for two straight days. You can hold your spot by going to OfferMind.com. Again, that's OfferMind.com.
	SFR 266: Types Of Entrepreneurs...	06 Aug 2019	00:23:53
I can't stop my brain. For years, I tried to be like, "Okay, it's nighttime, I'm gonna go try to calm down and wind down." I don't do that anymore… Now, I just try and redirect my noggin... WHAT IS ENTREPRENEURSHIP??? So... I was on vacation, sitting in a hotel room... my wife had taken our kids on a little walk. I had stuff on my mind, so I decided to take an hour or two to write a post... … and it turned into *this thing* that was pretty awesome. BUT when I posted it (and it was a huge lesson for me), something happened that made me laugh! ... it was actually a mistake, that I will NOT make again 😂 Here’s what happened… I needed a picture for the post, so I took a picture of me speaking on stage for Two Comma Club X coaching program at ClickFunnels. I was wearing a shirt (that we will definitely be selling) because EVERYBODY talked about the shirt - NOT the post. It took me two hours to write that email, (and it was so good), and EVERY comment afterward was about the shirt I was wearing… Oh my gosh, I love that shirt! Where did you get that shirt? That's a cool shirt! How do I get that shirt? Should I Google that shirt? Where's that shirt, where's that shirt, where's that shirt? There was NOT a single comment about the actual post itself. This is a classic example of the market telling you what to do. I was laughing pretty hard. I was like, "Oh man, that's funny.." Next time, I'll choose pictures more carefully so that people read the post - 'cause it was some good stuff. So, scroll away from the shirt pic… ‘cause I’m gonna share what I wrote in the email, (before the shirt* sabotaged it)... because I think there's some power in knowing* *why* I write emails in the way I do… GETTING SURGICAL WITH STEVE There are two things I do spend A LOT of time doing… Content Creation Email and Post Writing Whenever I start writing a post, I really wanna go *all in* and usually, it'll take me a while - an hour per post is not abnormal... For me, it's surgical. Like... "Oh man, it seems like people are struggling with this concept. Boom! Let's do that.” I have a team of writers and a big content team now, (#Amazing) - their role is to go a little more broad stroke teaser based on the content that I'm promoting. But when I write stuff, I like to dive in deep... INTO THE SHARK TANK Recently, I've been watching a bit more Shark Tank. And it's funny… Someone from the corporate world might look at Shark Tank and see both the people sitting behind the desk and the person who's asking for money as an entrepreneur… … and technically, they're right. But I wanna go through and talk about the different types of entrepreneurs, so you can identify… "This is the kind of entrepreneur I'm trying to be." I want you to have a clear understanding of what each of these roles is likely to bring you. Obviously, I'm talking in stereotypes, I'm NOT talking about science-backed numbers here, however... These are very stereotypical ranges of income that I typically see happen for the different types of entrepreneurs that are out there. THE EMAIL - THE ENTREPRENEUR PERSONALITY Much of the business world is kinda getting carried away with the word "entrepreneur"... So that's how the email started… The subject line was ‘*Types of entrepreneurs (or not)...’ Much of the business world is kinda getting carried away with the word "entrepreneur"...* And many are calling themselves an entrepreneur when they're really not... AND, not everyone is an entrepreneur, nor should we expect everyone to be. Free Market Capitalism needs different roles... AND THAT'S OK! But - I wanna share some insights on the differences (because an "investor", "fast food franchise owner", or "copy cat" isn't an entrepreneur). The term "entrepreneur", (the actual definition) is a noun and the actual definition of the word "entrepreneur" is… ‘a person who organizes or operates a business or businesses, taking on greater than normal financial risks in order to do so’. Now, I'll tell you, right off the bat… One of the reasons why the funnel game that we teach is so powerful is that you get to mitigate a significant amount of that financial risk if you just know how to build a funnel. You don't need to take on money This post may offend some people 😉 *WHICH TYPE OF ENTREPRENEUR ARE YOU?* #1: THE VC-BACKED ENTREPRENEUR? The VC-backed entrepreneur is the type of person who walks up on Shark Tank asking for money. They're asking for VC, (venture capital)... i.e., they're asking for funding for their business... Entrepreneur, VC-Backed: Own: Partial Control: Partial Risk Tolerance: Highest PERSONAL Cashflow Level: Moderate until an IPO, if it happens Time to Personal Cashflow: Once funded, immediate They're a creator, imaginary, disruptor, truly new Eg: Entrepreneurs that take cash on Shark Tank. I'm very against this. It's freaky. I want the market to give me my paycheck when I'm selling something of worth, and not before that. How much risk tolerance does that type of person usually have? The highest level of risk tolerance - and that's NOT always a good thing. Personal cash flow level, that's typical, moderate until they take out their company to go to the stock market with an IPO, (if it even happens). Time to personal cash flow- immediately, if they get funded. Now what's crazy about an entrepreneur who chooses to go get VC funding is that… Traditionally, the VC funded entrepreneur gets paid from the money that they borrow. In my opinion, that's backwards... I didn't get paid until I created actual value and started selling stuff. That's one of the reasons I'm so against the whole concept of the J Curve. If you've NOT seen the episode of Sales Funnel radio called Kill the J Curve, go watch that episode - you can watch me freak out a little bit on the whiteboard and teach you why it's so VC funding is sooo crazy. *The J Curve is Nuts* Don't borrow money. 99% of the time, you don't need it. Don't think you're the 1% either! Now, here's some general characteristics of entrepreneurs who seek VC funding… They're creators They're imaginaries They're disruptors They make things that are truly new. Example: hose entrepreneurs who take on cash on Shark Tank. I'm very against this model - it's FREAKY. I want the market to give me my paycheck when I sell something of worth and not before. The freaky part about it, (and why I'm so scared about it), is that when someone takes on money for their business, usually they get paid from that cash in addition to paying for their marketing efforts. If you just bootstrap a little bit and just get ready to feel a little bit of discomfort, you can own 100% of your company! You don’t need to take on money and a paycheck when you may NOT actually have a successful business - you’ll owe somebody else millions of dollars, and then... you may go bankrupt. You know what I'm saying? It's not too much of a trade-off in my opinion to boot strap for a while For me, it's a very obvious choice. THE NON-VC BACKED ENTREPRENEUR? This is *why* ClickFunnels has been such a big deal. ClickFunnels has taken on NO VC money. In fact, it's NOT even really been self-funded... It's not like Russell and the founders put their own dollars in to start it; they just built a funnel and then sent an email invitation to a webinar to their list… … and then, all the money just went right back into the business. They didn't borrow any money They didn't really self-fund it either. This is a BIG deal to understand! ClickFunnels is one of the fastest-growing SaaS companies in the world - that's *EXPLOSIVE* growth. Everyone's like, "Oh man, we need to go recheck the curriculum inside of colleges 'cause they're doing everything you're NOT supposed to be able to do." And it's just because Russell knows how to build a front-end funnel. Other funnel software don't even sell their software with a funnel - little jab there, *unapologetically* 😉 Entrepreneur, Non-VC Backed: Own: Full Control: Full Risk Tolerance: High (less likely to lose their shirt if it fails, they own it all) PERSONAL Cashflow Level: Low for a while, then grows big Time to Personal Cashflow: Soon after traffic is consistent They're a creator, imaginary, disruptor, truly new, and a bit more scrappy than the VC-backed chaps. Requires moderate skills in marketing and sales. Eg: Steve Jobs (He tried to get financing but was turned down. So he sold his car for $750 and Steve Wozniak sold his calculator for $500. Get after it) Eg: Russell Brunson (He used funnels to sell funnels (imagine that, a product of his product) so his own money wasn't at risk. Get after it) So, as a Non-VC Backed Entrepreneur… How much does that entrepreneur own? Full ownership. They didn't give up any of their company. How much control do they have? Full control. How much risk tolerance do they have? They have a high-risk tolerance, but they're actually less likely to lose their shirts if it fails because they own it all. Personal cash flow level. It's kind of usually low for a while - I didn't take a paycheck for the first 2-3 months that I was doing this on my own. Personal cashflow is low for a while, but then it grows really big, really fast. Time to cash flow soon after traffic is consistent. (If you guys wanna go see this email, and you know you're on my list, go search in your inbox for *types of entrepreneurs (or not)...*and it'll pop up for you) Entrepreneurs that are non-VC backed are... They're creators They're imaginary They're disruptors They make things that are truly new They're a bit more scrappy than VC-backed entrepreneurs, (that's what I've typically found) because they're willing to feel a little pain. It requires moderate skills in marketing and sales to actually be a non-VC backed marketer and an entrepreneur. (You've gotta have a few marketing skills - come to freaking OfferMind - that's where we teach you that 😉 ) Example: Steve Jobs. Steve Jobs tried to get financing, but he was turned down. Steve Jobs, tried to get VC funding, and he was turned down, so he sold his car for $750, and Steve Wozniak sold his calculator for $500… ... and that's how they self-funded Apple. 😂 Russell Brunson used funnels to sell funnels, (imagine that, a product of his product)... So his own money wasn't at risk. Get after it! Now… There are 4 other profiles who often think they're entrepreneurs, but they're not. # THE BUSINESS OWNER A business owner is NOT an entrepreneur. Business Owner, Copy-cat: [not an entrepreneur] Own: Full, depending Control: Full Risk Tolerance: Moderate (but they're just copying someone else) PERSONAL Cashflow Level: Moderate, they didn't create anything Time to Personal Cashflow: Moderate They're usually not very creative. They can make good money "hacking" all the time but I've found those that stay there usually remain worried about money. It's not that they don't make money, they just constantly need to see what others are doing so they know how to act next, which takes focus off their own creativity, so they stay in a "hacking" loop. Eg: Any product that was 'second' to a market or off-brand Let's look at the definition of an entrepreneur... A person who organizes or operates a business or businesses, taking on greater than normal financial risk. *They are the creator* To ‘entrepreneur’ something is to put something together and create stuff. A business owner is NOT always an entrepreneur, in fact, most of the time they're not. It's NOT semantics. A business owner is not always an entrepreneur - if they are not the one who put it together, usually they're not being entrepreneurial. You can own something and not create anything in it. Anyway… How much do they own? Full, (depending)… Do they control anything? Yeah, they can have full control, (again, depending on ownership levels). Risk tolerance is moderate, but usually, they're just copying somebody else. Personal cash flow level is moderate - they didn't create anything though. They didn't create anything usually. Now, I'm not jabbing anybody who's a business owner, I'm just saying, (usually) they're NOT as creative as an entrepreneur. They can make good money by hacking, but I found that people who stay in this role, usually, remain worried about money. If your whole business is based on continually hacking everybody else, that is the category that remains worried about money the longest. Eventually, you gotta be prolific. I'm NOT saying you can't funnel hack your way into a lot of wealth, but usually that person remains a little bit nervous most of the time. # THE FRANCHISE OWNER *( The Franchisee)* The person who owns a franchise - that kind of business owner is NOT an entrepreneur. When somebody buys a franchise of McDonald's - that's NOT an entrepreneur. They're participating in the fruits of the entrepreneur but they're not entrepreneurs themselves… .... they just own the business. This also includes anybody who's working for commission. So I'm gonna tell you, affiliate marketers, (most of the time), they're not entrepreneurs... unless they're ‘entrepreneuring’ a way to sell something that's different. They didn't make the product. My affiliate marketing stuff has been so powerful because I start bringing in entrepreneurial principles into affiliate marketing. Same thing with MLMers, (little stingy here), okay! They're NOT entrepreneurs, they're salesmen. Entrepreneurs create stuff, and if you're not genuinely creating anything, you're NOT the entrepreneur. So anything that is working under commission, you are under the category of business owner, franchisee/salesman. Do they have control? They ‘think’ they have control, but it's really an illusion. Franchise owners, in my opinion, are the MOST desperate to be included as an entrepreneur. They're stuck in a business model that focuses their role solely on products and operations, NOT actual marketing. It's out of their hands. They bought a job and ‘entrepreneur’d’ nothing. The original builder was the only entrepreneur in this scenario. Example: practically any fast-food chain. #THE CEO CEO: [not an entrepreneur, usually] Own: Only if they built it, or contracted a percentage when hired Control: Depends if they were hired into the role, or built the role Risk Tolerance: Moderate (if they fail, they're fired, not Chapter 11'd) PERSONAL Cashflow Level: Moderate to High Time to Personal Cashflow: If hired, Immediate I believe most all entrepreneurs should become the CEO of the company they built, but in due time. They're both 'builders' but for different roles and at different timelines. Entrepreneurs build to solve a valuable problem. CEO's build to sustain and grow systems. Both are important, but a CEO isn't absolutely necessary for a new entrepreneur for some time. However, a CEO that's hired from the outside is not an entrepreneur. They're a 'business systems tweaker/builder'. It's funny to me when bright and shiny new entrepreneurs label themselves as CEOs (A CEO of what? They have no business systems to be a CEO **over, ha!) Eg: Steve Jobs creates, then leaves, then comes back make Apple innovative again (chopping almost all projects) Eg: Russell Brunson creates, then puts systems in place and becomes a CEO later** CEOs are NOT entrepreneurs unless they were also the one that built the product. I was first an entrepreneur and then I took on the role of CEO. … and that's a very natural progression for any entrepreneur who doesn't wanna stay a serial entrepreneur their whole life. I want to start as an entrepreneur and then take on the CEO role to build the business... That's the model I know I'm gonna follow my whole life. So, CEOs are usually not entrepreneurs. #THE INVESTOR Investor: [not an entrepreneur] Own: Depends if it's an equity, asset, or cashflow deal Control: Depends how the business was valued and what type of contribution the investor is making (cash, talent, assets, relationships, etc) Risk Tolerance: Low PERSONAL Cashflow Level: Willing for low, but secure, with big exit plan Time to Personal Cashflow: Usually needs cashflow back regardless of business health It's the other side of the "Entrepreneur, VC-Backed" coin. I have no problem when someone chooses to take on an investor to move faster, but only AFTER the market has said yes to them by paying the business lots of cash. An investor doesn't have the option of simply giving cash. I've heard investors say that the only time when their investments in existing companies has worked well is when they're personally involved (not a fund-and-dash), or there's a brand new talent brought in for the company. Eg: Warren Buffet (who kinda 'entrepreneur'd' his style of investing) An Investor is NOT always an entrepreneur. Now, this might sound really weird, but here’s my description of an investor from the email... An investor is the other side of the entrepreneurial and VC backed coin. I have no problem when someone chooses to take on investment to move faster, but ONLY after the market has said yes to them by paying the business lots of cash. I'm fine when people take on money in VC funding post their business being validated by a lot of money from the market. But beforehand your business has been validated? Sounds really dumb to me I’ve heard investors say that the ONLY time when their investments work has taken at least one of the following… They're personally involved They're bringing a new skillset There is a brand new talent brought into the company. I've actually heard from a few people: "Hey, I don't find that straight up just investing cash in a business very challenging to make it work, unless you're willing to actually bring in a new skill set, bring in some kind of new talent.” The cash itself is usually NOT the reason why something's going to work - which is why you don't need it in order to build it in the first place. So hopefully, I've not just offended the crap out everybody who's reading this? I know I went a little bit deep, and there’s not a lot of story but just to recap… (Again, speaking in stereotypes here, I know there's always different scenarios and clever contracts... ) TYPES OF ENTREPRENEURS (OR NOT)... # A VC-backed Entrepreneur - obviously NOT an entrepreneur. They just took on cash and gave up a lot of control and ownership, usually. #A NON-VC backed Entrepreneur - obviously an entrepreneur. They own everything and keep control. They usually don't take a paycheck for a while, but they have an insane amount of flexibility afterwards, more than any other type. # A Business Owner (who's kind of a copycat) - by default they're NOT an entrepreneur. They're just hacking their way into cash, which is great, but eventually, understand that *to be an entrepreneur* is to create something. if you're just copycatting your way in, that's not being an entrepreneur. This is the category that remains the most scared about money, even above the franchise people, 'cause they're like, "Who do I hack? Who do I hack? Who do I hack?” They have to spend all this time, money and resources hacking and hacking, and hacking and hacking and hacking. They get freaked out and they're like, "Then I need to go recreate it, then I need to go relaunch it and it's scary." Just be a real entrepreneur and build something that's awesome. Build a list, and then it's very hard for your products to fail after a certain level … just stay with it. # Business owner who's a franchisee (also includes any sales positions) - not an entrepreneur. It's a sales position that you bought. # CEO - not an entrepreneur, unless they were an entrepreneur beforehand. # Investor - not an entrepreneur. I know I'm gonna get a little kickback from that, but I'm talking about the investor who just walks up and hands cash off and then walks away. The invest and dash model - that's not being an entrepreneur. Now an investor who brings extra talent, and starts actually creating extra things on top of the business they invested in, sure… they can be an entrepreneur. This was all in my email, (and it's the reason why it took me a lot of time to write), and maybe I went too deep… *but I don't care, whatever.* So, here’s how I tied EVERYTHING together... DO YOU OWN OR CONTROL? "Steve, nice. Why show me this?" I totally get it... Seems random, but it's not... The reason I get so stoked about my OfferMind event and what I do is because it's a VERY fast path to REAL entrepreneurship that lets you OWN and CONTROL everything you build. *"The poor OWN everything and CONTROL nothing.* *The rich OWN nothing and CONTROL everything."* - Robert Kiyosaki FASCINATING It's from Robert Kiyosaki… The poor own everything and control nothing, the rich own nothing and control everything This is sooo powerful because, (if you just caught what I've just said)... OfferMind teaches you how to OWN and CONTROL your business. … and that’s freaking rare! Everything we're doing in this funnel world... Everything we do in this offer world... Everything I do in my business... … is NOT normal. BUT IT WORKS It's just NOT known yet - it's just barely starting to get seen by the actual mainstream entrepreneur space. You have such a ridiculous advantage if you just learn the models we're talking about. ... and the BEST NEWS, the models aren’t hard to follow! You can execute them at a 50% level and you'll still make a lot of money. It's NOT about perfection. I finish the email by saying… When you come to OfferMind (Sept 2-3) you'll learn the marketing principles and timeless models... (That let us non-VC backed, REAL Entrepreneurs grow our companies from the ground up...) Not sure how else to position the tremendous value here... This is NOT what I learned in my Marketing Degree... This is NOT what you'll learn in mainstream entrepreneurship... But would it surprise you to know that REAL entrepreneurs know and do MORE than is being taught??! Come to OfferMind Sept 2-3, 2019 and let me pull back the curtain... There really is a back door. Understand that when I'm writing emails and doing promotions, I’m finding principles and tying them back to whatever I'm promoting, (which isn't new)... But what I'm declaring in the email I sent, (and what I was hoping people would gather from the post before my shirt subverted it was… You can OWN and CONTROL your entire company. SKIP THE J CURVE! Robert Kiyosaki says, ‘The poor own everything but control nothing. The rich control everything and own nothing.’ I'm saying you can own and control if you just learn how to build a freaking funnel and skip the entire J curve. And that's *why* this stuff's so powerful, so please hear the principles inside what I'm telling you… The opportunity you have inside this funnel space is unlike any other has ever existed in the entire history of the planet. And when you choose to come and learn these kinds of things, I promise you, you will NOT be able to look at any business the same way… You’ll sit back and go: Huh. I wonder how they're generating leads? Huh. I wonder what their average car value is? Huh. I wonder what their cost to acquire is? I wonder this? this? this? It's ALL a big formula. And I'm excited to teach it to you at OfferMind. We're almost sold out of VIP and we're starting to max out in other tickets too - it's gonna be awesome. I’ll be doing interviews with the speakers cause I want to chat with them - so you can see what you’re actually gonna learn from them. Go to offermind.com and grab your ticket. We'll see you guys there. Let me help you learn how to get rich. BOOM! If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on *all the strategies, right? That's also good. But the hardest part* is figuring out what the market wants to buy and *how* you should sell it to them, right? That's what I struggled with for a while until I learned the formula. So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it. *Wanna come?* There are small groups on purpose, so I can answer your direct questions in person for two straight days. You can hold your spot by going to OfferMind.com. Again, that's OfferMind.com.
	SFR 265: My Typical Cart-Close Sequence...	02 Aug 2019	00:23:05
Now, if you don't know… Cart closing is one of the most powerful things you can do for any product that you sell. I think one of the BIGGEST reasons why people don't sell as much as they should is that they are ALWAYS selling their product... If you just add in a cart open and cart close sequence you add a ton of urgency and scarcity… And something that may have left your potential customers feeling… “Hey, I can get it at any time...” … suddenly becomes even more valuable than it is … simply due to the addition of MORE scarcity and urgency. Scarcity and urgency are the easiest weapons you can pull as a marketer, and one of the easiest ways to create that is by closing the cart. MASTERCLASS CART CLOSING A few weeks ago, I decided to do a rerun of what I call the OfferMind Masterclass. The masterclass is a deep dive through six different steps on how to actually create and launch an offer. It's six sessions (two hours long), over three days - so it's two sessions a day... and that’s A LOT. ...it's a ton of fun and I love doing it… but it’s EXHAUSTING At the end of the masterclass, I said, “Hey, if you get this Masterclass, I'll give you guys a FREE ticket to my OfferMind Live event.” However, because I'm following the principles of cart closing, I needed to create a cart close sequence to increase the pressure. Now, a lot of people create a sequence to launch their product, but many people forget the close sequence. YOU’RE LEAVING MONEY ON THE TABLE I remember the first webinar I ever put out there, I created all these campaigns to promote it… Go register Go do this... There were all these sequences… I remember spending tons of time sitting at the computer thinking about what emails I could write that would create A LOT of registration desire, (which is very similar to buying desire). I wanted people to think… “Oh man, I wanna go register. I gotta go see that. I gotta have this!” As I went through and started creating these sequences, I realized, “Oh my gosh, I need to have a cart close sequence as well.” It's one of the ClickFunnels, Russell Brunson’s Perfect Webinar-isms to do that, and now,... I've become as obsessed with the cart close sequence as I have the cart open or promotion sequence I’m OBSESSED with how to create A LOT of noise around the cart close. I want people to know… Hey, we're actually gonna take this away. This isn’t gonna be around FOREVER! TEST THIS! I remember the very first webinar I tossed out that was a BIG success… I was playing with different cart closing sequence timelines At first, there were three days from *here's the offer* to *let's go ahead and close the cart...* And funnily enough, that actually felt a little bit long for me the sequence I use… Hey, why don't you go buy... Watch the replay… Here's another reason why you should go get it… By the way, there are only a few hours left... ...that's kind of one of the standard sequences you'll see in an info product launch, but you can use it for ANYTHING. Then I was like, “What if I tested 24 hours?” So a few weeks later, I did a live webinar again and I gave them 24 hours to make the decision to move forward… … and that was too fast. So I was like, “Alright, well, maybe somewhere in between…” Here’s what I found… Personally right now, whether it's… An Info Product A Physical Product Some kind of Coaching Consulting ...whatever it is, personally, right now… I like to close cart about 48 hours from the time that I give them the option to buy. Now, that doesn't mean that I won't reopen the cart strategically and make the buying sequence longer… But I will definitely close down a cart within 48 hours, and I recommend you do that too. I dare you to give it a go and then come tell me if it makes you MORE money. … because I'm pretty sure you’re wallets gonna get fatter just by you takin' your offer off the shelf! ‘Cause let’s face it, EVERYONE wants what they can't have... ... and so, usually, you’ll make more money. THE HOW TO... So I thought it’d be cool to share the 3x emails that I wrote to close the cart on the OfferMind Masterclass… I DON’T want you to sit back and approach this with an attitude of, “Hmmm, he used that maybe that's why the sequence worked?” YOU ARE LOOKING FOR THE PATTERN In fact, recently, I was speaking at an event and somebody walked up and said: “Stephen, I thought it was amazing that you went and you used this one sentence and then you switched the color from this to this … that's sooo brilliant!’" Basically, they were trying to find connections with things that were NOT connected. Don't do that with what I'm about to share here Please understand that having a close cart sequence is worth *waaay* more than you obsessing and trying to follow some obscure deep dive formula and reaching for connections that really aren't connections. Don't do that when you follow somebody, okay! Just follow the major, core framework... and then, if there's a strong pattern, cool! Then you can add it to the framework. JUST RIFFIN’ I’m adding this little caveat 'cause I've noticed some people are starting to *focus on the art of what I do*, rather than the science… In fact, a little while ago, I did a video for ClickFunnels and I hijacked Russell's phone (and really I just recorded a video on my phone and I sent it to the ClickFunnels team and then they put it from his account)... But I was like, "I'm hijacking Russell's account," and there were tons of people legitimately concerned that I'd actually done that. I'm like, "Come on." But that video was very effective, it sold A LOT and it was awesome, and I was just following some formats and frameworks in my head… *… there wasn't a lot of planning!* At the end of that video, I had some people reach back out and said: "Stephen, that was amazing, that was so crazy. You must have spent time putting these pieces together. I like the flow of the content this way." Someone else said, "I downloaded it and I've transcribed it." I was like, "Guys, *I was riffin'*... I was just making it up. I just pulled out my phone!" So there’s a sense of being prepared, but there's also something to just getting it done, right? Anyway, I'm telling you that because as I read this, I don't want you to sit back and say: This is the most powerful framework This is law. No, no, no! This is art, okay? This is NOT science. My group is the science of selling online and I want you to follow me for the science of it… Sometimes, though, I like to play in the art of it... the stuff that's really hard to measure - so this is more art, and I'm just telling you that. Anyway, so check this out… HOW TO INCREASE SALES Now, think about a product that you're selling, or what you want to sell… You go and you present the offer to somebody, right? Now, this is the first email that I dropped out after I present the offer... I'm NOT saying it's the end-all, be-all. I'm NOT saying it's the one I use for webinars - (that's actually a VERY different sequence) But this is the cart close that I will typically use on anything I'm promoting, whether it's… My product An affiliate product Online Offline ... this is usually the sequence that I follow up with. So, bearing in mind all these backdrops, these are the CART CLOSE EMAILS that I sent out after the OfferMind MasterClass… CART CLOSING EMAIL #1: Opportunities don't leave you if you don't act, they just go to somebody else. That was a rather powerful quote I heard and I believe from an event that I was attending about eight years ago. The topic was stocks and options, and it was from the Rich Dad Company… My dad and I were attending together. He and I both looked at each other and came up with a plan on how we could pay for the $30,000 course that they were selling right there. It’s a true story. It was the first reason I started doing this business at all, by going in debt, Stupidly Anyway, I'm glad I did that, but you understand, it was NOT easy for me to measure the return. Anyway… "Okay, if I do this I'll put up half the cost, and then you pay your half back from the money you make from it. Sound good?” That's what my dad actually said to me, and that was our actual deal, that I would pay him back 15 grand from the money from the course. We signed a promissory note and everything, and we made the jump and went after it. I set up a computer next to him in his office, and we started paper trading, meaning, with fake money, like animals. And learning all about financial markets… And you know what? I never made cash from that with the course... GULP ... or have I? But that was the trigger that started a series of events in my life that gave me a sense of self-confidence around taking opportunities. If I had not made that jump I would NOT have gone on to do real estate like I did. If I had not made that jump I would have NOT started learning how to post real estate listings and actually get my first taste of the internet, et cetera, et cetera, et cetera… Do you understand where I'm going with this? My past failures set up my future success, and under that premise, there's very little real failure… There's only momentum There's only progression There's only action. If I feel myself losing speed it's usually because I started to play small out of fear, right? That said, opportunity is all around us. But there's a time limit on it. The saying that, ‘opportunity doesn't come around too often’ is plain stupid, okay? They come frequently, we just don't take them that often... Where do they go? They go to somebody else. Hey, I've struck an opportunity with those of you guys who've been on the fence for OfferMind, (the actual event)... And then, what I do is, I start transitioning into the offer. Q: Now, what do you notice from that email? A: I'm telling a pretty gripping story. Q: Why am I telling the story that I am? What false belief do you think I'm trying to help people overcome before buying my product when they hear this story? It's the same as I opened up the email… Opportunities don't leave if you don't act on them, they just go to somebody else. That was a quote I heard from that first event that I did with my dad, okay? Q: And then what did I do? A: I start talking about money and how afraid I was. I share how, honestly, I didn't make any money from that, but everything else positive that's happened in my life has come because of that very freaky big jump I made. That was 15 grand - that was way more money than I ever had in my bank account at that time, okay? Q: So if somebody is sitting there and reading, what's the point? What do you think is happening in their brain? A: “Oh my gosh, opportunities - it's not like they just go on pause, they actually go to another person,” - which is true. Opportunities go to somebody else if you don't take action. Q: What do you think that starts doing to their psyche about moving forward? A: They're like, “Oh my gosh, I have to have this, I need this,” right? So in the first email - I tell the story and then I transition into the offer. I'm pitching them in the email… I tell them: Hey, I've struck an opportunity here with you, right? If you've been on the fence for OfferMind, if you guys go get the OfferMind Masterclass before tonight, before today, right, just a few hours from now, I'll actually give you guys a free ticket to OfferMind (plus all the other stuff that I was giving away at the time) … and that way you guys can create momentum in your life. The funny thing about momentum is that it's one of the easiest things to create but it can seem like the scariest thing in your entire life before you start moving. So set the wheels in motion for you benefit, no matter your current situation. Click below to go get it. *Do you see what I'm doing there?* But if you look at the two pages I've printed for this email… 3/4 of this email is a story. The offer is only the last 1/4. And there's a powerful principle to that. Too many times in these emails where you're closing out the cart people skip the story… I'm NOT saying it doesn't work to just present the offer and to remind them… However... *Half the time* people need to get back in the same state that they were in when they were experiencing your sales pitch. So I don't wanna do it the same pitch, so what I need to do is start a NEW story and then go in and drop my offer at the end. That's a method, I'm NOT saying it's law. It's a method. It's one of my favorite methods to do though. So that was the first email and it was all about opportunities leaving, and I dropped in an actual screenshot of my offer right in the email. I'm like, “Hey, here's the offer, come check it out,” and I'm recapping the offer. So when they click my verbiage is, *“Go buy this now.”* It's NOT ‘go get sold later.’ I'm selling them in the email, it's ‘*go click to go buy,’ (and that worked very, very well).* The whole campaign we did like 45-ish grand, (something like that) - not bad for a rerun, right? I actually learned a lot from that... CART CLOSING EMAIL #2: "Private Larsen, what is that and where did you get it?" I had completed basic training and was now an AIT (Advanced Individual Training), and I was becoming an 89 Bravo which means you're an ammunition specialist. Basically, we studied all kinds of ammo the army had, except nuclear (This is a true story on how I learned a lot more about finance strategy) Now, I didn't know when I entered, but we basically were just glorified warehouse dudes, and I was REALLY bored. To be clear, I loved the army, and what it taught be about myself, but there were moments of just complete dull, grinding, you know, crap. Hey, that's like anything, including funnels, right? Well, I got bored from learning paperwork so one day at the PX, (which is like a grocery store or convenience store on a base), I bought a book on finance and I snuck it back into our barracks. We were still fresh out of basic and personal items like that weren't really allowed yet. In between training sessions, I'd pop open my book, read financial strategies, and figure out how I could use my military pay to use them. It took my mind back to a creative zone and I felt my mind open again. (The most grueling parts of basic and the army were actually my favorite and in hindsight, I wish I'd chosen something much, much, much harder. I just didn't know.) I didn't know what I was choosing when I signed up! And I didn't know how much I built from momentum, aggression, and grit at that time either… But, hey, at least I learned it young. Well, you can see where this is going… I got caught with the book and I got punished. I got punished for reading finance books, and honestly, I get it. It's a group largely made up of teens that you're gonna give weapons to who represent a country, you're gonna want them pretty locked up. Now, I can't recall a single strategy that I actually learned from that finance book, but one of the biggest lessons I learned from it overall was that there are options in general. Just knowing that there are things I can do with my money became very liberating. So while the army was teaching me how I could be moldable... and how moldable my life really is if I'm willing to feel a little bit of discomfort… My money is actually is the same. I wanna teach you how to mold marketing for your sake and right now I have a little deal going on for you. If you get OfferMind Masterclass before midnight tonight I'll give you this ticket. You see? It's the same thing as the last email. Literally, 3/4 of this email is a story... and then the last little bit is a recap of the offer you're gonna get… And click here to buy now before midnight - because we're taking away bonuses one day at a time right now. We didn't take anything from the core offer, instead, we took away bonuses day by day - which is a really powerful tactic! Same offer - 'different hook. Q: I know a lot of guys who did some kind of military service experience follow me, and when I say that, *what does it do? A: It creates a bond. I resonate, right? We resonate together! I'm sharing more of myself and things that I've been through, and what's cool is, and then, I just tie it into the offer. Guys, this skill is amazing and it's one of the greatest skills of actual true marketing* you could ever go develop. Now, I wanna give you one more little example, (and it's a short email)... This is what I sent out on day three - this is an email that I sent out *just to recap the offer.* When I'm doing webinars, I'll do these emails a little more frequently … Anyways, there's always a moment were I don't wanna just make someone read a huge email to see the offer. If someone like me, most of the time they just need to see a buy button and put the credit card in. I buy very easily - which is why I think I know how to sell stuff also. Become a good buyer, and you usually know how to sell stuff better when you just buy more stuff - which is true! CART CLOSING EMAIL #3: In the third email, watch how fast I get to the offer - it's super fast! It's meant to remind people, “Hey, this going away.” In exactly two months we'll be setting up the room for OfferMind 2019 (which is September 2nd and 3rd). I wanna give you one last shot at a FREE ticket when you buy OfferMind Masterclass by clicking right here. I make the offer in the second sentence. Last week you had a chance to get a fast glimpse of some of the OfferMind Masterclass. I want to remind you that if you act before midnight tonight what you're gonna get is… BAM! I go straight to the offer! And it has a total value of this… but it's yours for just this amount, but I'm gonna be pulling all this down by midnight tonight. This means you gotta take action right now! ... and I go straight into the offer! Now, there's one piece I like to do in anything I'm promoting manually… If I'm auto-promoting stuff it's NOT something that I usually toss in in emails… But if I'm manually promoting something this is definitely something I'll do frequently. Check this out… (If you’ve been following me or any of my campaigns you've likely watched me do this…) At the end of the email, social post, or wherever it is that I'm doing presenting my content, at the end of the email, (especially if it's like a real-world, live, manual campaign that I'm running… NOT an evergreen)... I love putting the list of those people who have purchased in the bottom of the email to say, congrats to those of you who bought… I swear that technique has doubled my actual purchases in the past. That's a HUGE deal. I download the list of people who either bought or have purchased something through an affiliate link, and I just put their name, (nothing else), in the email. Do you know what that does for social proof? That's so freakin' powerful - it's so amazing, guys. The only reason why I'm telling you guys this stuff is because… I want you to know that EVERYTHING should have a close cart sequence. And yes, there are tons of strategies. Webinar ones have something very specific and e-comm ones can have that too, but having one cart closing sequence, in general, is AWESOME… You can start with ONE, and then, just close the cart! Focus on how your product sells, and not just what your product is. ONE STEP TO SELL THEM MORE I have some very good friends and some close acquaintances who have made millions of dollars on cheap products merely because strategically they open and close their cart frequently. They say, “I'm gonna take it down,” and then they put it back up... then take it down, and put it back up. They'll do two, three-week rotations - where the cart’s not open for several weeks. And then BOOM! They'll blast out an email, and it's like, “Hey, it's open for a couple of days.” Bam! Then they close it down. Usually, *what I’ve found is that if your* … Offer is good enough - and you have been selling it Sales message is good enough - and people have been consuming and buying Funnel is good enough... … most of the time when someone comes to me and they say, "Stephen, how do I go and I increase my sales?" Instead of changing something in the funnel or the sales message, one of the easiest ways to do it is by introducing MORE scarcity and urgency. And that's the whole point of this blog, and hopefully, this has been helpful to you! If you found this useful, please let me know by going to sjlreview.com and leaving a review. I appreciate that a lot if you choose to do that. And then also... * Shameless Pitch* 😉 Please Come To OfferMind 😎 OfferMind is NOT a funnel event… It's about cashflow tactics It's about cashflow models We're gonna go and we're gonna teach you several cashflow models that you can use. Day #1: We're gonna go deep on a few things just with me personally Day #2: I'm bringing in my coaches, (who at the end of this year, I will have paid probably almost 150 grand), and you get to hear from my coaches for the price of an admission ticket … *#SuperPowerful.* I've asked them to come in and teach you is cashflow models in regard to what their expertise is. It's very powerful, and I would love to have you come. Go to offermind.com and go ahead and get your ticket. VIP's almost sold out - we're really excited. If you come to OfferMind, I’ll see you in just a few months! *#GetRichDoGood* BOOM! If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on *all the strategies, right? That's also good. But the hardest part* is figuring out what the market wants to buy and *how* you should sell it to them, right? That's what I struggled with for a while until I learned the formula. So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it. *Wanna come?* There are small groups on purpose, so I can answer your direct questions in person for two straight days. You can hold your spot by going to OfferMind.com. Again, that's OfferMind.com.
	SFR 264: Paul And Stacey Martino Show How To Build A Solid Sense of 'Self'...	30 Jul 2019	00:41:25
I think one of the hardest pieces of being an entrepreneur speed of evolution, right? I'm not even the same guy I was six months ago In fact, about a month ago, I was chatting with my wife, and she goes, "What's wrong? can tell something's wrong!" And I was like, “Uhh, I can just feel one of those phases coming up. I feel another major self-development phases is about to happen again, " and she's like, "Oh, okay." ...and she knows what that means. FINDING YOUR SENSE OF SELF! Being an entrepreneur means that you’re continually breaking and rebuilding yourself over and over again. One of the biggest issues I find in this game isn’t, “Hey, what model should I go try and execute?” That's NOT where people mess up anymore! People mess up in their actual execution of the model A lot of things I'm doing right now are things I first learned about funnels, (probably six years ago) before ClickFunnels was even out… I'm executing are tactics that I learned FOREVER ago, but I’m growing I developing, and becoming a NEW person, a NEW individual - at an intense pace… ...which can be kinda tough on ANY relationship! *And who cares how rich you end up alone and hating yourself…* RELATIONSHIP DEVELOPMENT Stacey and Paul Martino are the REAL DEAL. They’re kinda the unofficial agony aunts of Russells Inner Circle. Their programs have saved 10,000 marriages from divorce. Almost 50 percent of all marriages in the United States will end in divorce or separation… But Paul and Stacey have a 1% divorce rate from their programs - which is Super cool! They’re masters at helping people NOT just have a relationship with their significant other, but also with themselves. So I asked them to share about kinda a unique theme… I asked them *how to become self-confident as an entrepreneur* I'm NOT saying you need to lack self-confidence to benefit from what they’re about to reveal... However… Entrepreneurship is the best self-development course you NEVER opted into. And you’ll notice a lot of entrepreneurs, (the further they get into this game), have A LOT of confidence in who they are and their message… ... and it's MOSTLY because they've been through the wringer and gone through lots and lots of self redevelopments… And with that much rapid change in who you are, and so much growth and development, ‘ the self,’ and the core of who you are, starts to get stronger and stronger and stronger. So I asked Paul and Stacey How do you gain a stronger self of self? How do you gain self-confidence to actually execute all these models that I teach? How do you grow rapidly while still maintaining your important relationships? PAUL & STACEY - THE INTERVIEW I’ve NEVER done an interview like this - this is a BIG deal in the entire history of Sales Funnel Radio. This is a VERY powerful episode You’re gonna learn *how* I’ve been able to do A LOT of things recently. So I want you to stop and take notes… If you're driving, pull over and take the opportunity to really take this in. I know it's a little sidebar, (maybe a long intro here), but you have to understand that while I teach so much stuff on the podcast, (and some of you guys have been very loving on that)... The biggest reason why people don't actually have success with this game is that they don't know how to be authentic with themselves and they have no relationship with themselves - so they can't trust their actions. So it doesn't matter what I teach, they can't even do it. So without further ado, I wanna welcome Stacey and Paul Martino, thank you so much for being here! Stacey & Paul: Wooh! Thanks for having us even, yeah. So excited to be here, yeah! Steve: I'm pumped, you guys are here! I'll be honest, I'm gonna be really jealous if everybody leaves my podcast to start listening to yours after this is over. Paul: That won't be necessary…. Stacey: Everybody can listen to both! I listen to both. Steve: Yes, that's good, it's funny... So the Inner Circle meeting that we just all had together, immediately my wife and I watched your session again, (and, I think, a third time), it's just super powerful stuff. I'm really excited for you guys to be here 'cause it's exactly what I was saying in the intro… It's very challenging for people to learn to trust themselves I was the shy kid, and no one knew that I was this raging storm on the inside 'cause I was afraid of speaking. And so much of me doing this game, (I love it so much), is NOT just 'cause of the products, but because of the personal development that happens with it. I know that that may not be much of an intro for what you guys really do, so could you tell everybody *what* you do? Stacey: Yeah, awesome, so Paul and I are the founders of Relationship Development, and basically, Relationship Development is personal development for your relationship… Every single day we help people create their unshakable love and unleashed passion using our unique methodology where it only requires ONE person to do the work to transform ANY relationship… Our methodology works for: Marriages The Relationship You Have With Your Kids Your Family Of Origin Business Relationships Clients Potential Client Your Relationship With Yourself ... whatever your relationship is we teach the real tools and strategies, (that nobody ever got), to actually navigate life as your best and most authentic self and have your relationships rise up. So you have NOT only the tools for the best and most authentic you, but also the tools to relate to other people in the world around you in a way that lifts up that relationship instead of breaking it down… ...and that’s fundamentally what we do, and that's our mission in life. Steve: You're insane at it! You're so good at it, oh, man. So good! LEARNING ABOUT YOURSELF Steve: Just like I was saying before, we teach so much stuff, and the world is loud and noisy, and the checklists are HUGE. *How does somebody actually begin to remove the noise?* (By the way, You’ve found the answer* ;-)* If you guys are watching or listening, you don't need to google ANYTHING else #HowDoILearnAboutMyself? You found them, okay! I wanted to bring Paul and Stacey to you on show, and I'm excited that they're here…) So how does somebody actually go learn about themselves? How do you start that process? ‘Cause for me, it was REALLY uncomfortable. Stacey: Yeah, and I think for A LOT of people it's really uncomfortable (and I know you can speak to this too, Paul). I started our journey over 20 years ago, I don't know if you were even alive when I started? But I think that the key is when you're left on your own to try to learn how to navigate life, (by figuring out who you really are, and how you're going to be ok with being who you really are)... While living in a World with a lot of other people who have expectations and desires for *who* they want you to be… For a lot of people, it is either too scary or gets too confusing, and they jump off. And so for me, the key is ALWAYS something we teach called The Hand of Vlad… Paul, do you want to do Vlad real quick? Paul: Yeah, I can do Vlad… THE HAND OF VLAD So when you need someone to guide you somewhere, you always wanna reach for what we call *The Hand of Vlad.* If you imagine Vlad is this infant who is swinging on a trapeze with his mother. His mother is raising him, rocking him to sleep, while she's on the trapeze holding on with one hand, and does her flips... Vlad's Grandmother, Grandfather, Father, Mother, all of them, the whole family, for generations, has been doing nothing but trapeze. And they feel completely comfortable up on the trapeze. So, when you want to learn how to do the trapeze, for example, you want to have someone like that who grew up on the trapeze. The whole family does trapeze, and that's their comfort zone. Where for us, we climb up that tall ladder to the trapeze, and we get to the top and stand on what Stacy calls ‘the cracker at the top’… You really want to get to the cracker on the other side, but to get there, you have to go across these trapeze swings that are coming back and forth… So, you don't want to do that all on your own. You don't want to be the one that's up there on the cracker waiting for that trapeze to swing your way, and then jump hoping you can grab on, flip over and catch the next one to get you to the next cracker, right? You want to find someone who has already navigated the trapeze and knows how to do it all so easily that it's just effortless for them... And, instead of * you* doing the work, they know how to do it. And what happens is, *if you reach for the Hand of Vlad,* it's basically the same as standing on that cracker waiting, and out of the darkness swings Vlad… Vlad reaches out his hand, and he is like, "Take my hand, and I'll get you where you want to go." Steve: Yeah. Paul: And if you don't take his hand when he swings over there, he'll disappear back into the darkness again, and maybe he’ll come back for another swing, he's like, "Take my hand, I'll take you where you want to go." And if you want to get there, your best chance at getting there with the least effort and the fastest way is just to take Vlad's hand - he knows how to get you across. So, we say ‘reach for the hand of Vlad,’ that's his comfort zone, and instead of trying to figure it out how to do trapeze for 20 years and practicing, and trying not to fall Stacey: Maybe you get there, maybe you don't. Paul: Maybe you don't get there… And then, even worse, this is what happens to people… People try to find their way somewhere, and if they don't reach for the hand of Vlad, (that mentor), what happens is often, at some point they feel pressured or desperate, and they just take that leap… And when they fall, then they say "Well that's just not for me. "That's just not possible for me. I can't get to where I want to go." ...and they kinda give up. They think that the fall meant that they shouldn't do this, it dissuades them from getting there... when in reality, the mistake they made was just NOT reaching for the hand of Vlad… The hand of someone who's already done it, who can get them there. So, whenever anybody is reaching out for someone like you, or Stacy and I… You know, we all have our gifts, we all have our zone of expertise - we are all the Hand of Vlad, (in some form or another), for each other. So, really you want to start with someone who has already navigated the path so they can help you get there. So that's the first answer to your question. Steve: So, try to find a coach, somebody who's been through that in the past. Paul: Yeah. Steve: And there's a lot of coaches out there… Which is what I was trying to tell everybody, you don't have to look anymore, Stacy and Paul Martino. I feel like most of the Inner Circle, all of our problems go to you guys, and we all get better because of you. Paul: We're always glad to help. Stacey: And we're happy to serve, absolutely. FINDING YOUR AUTHENTIC SELF Paul: The funny thing is we came into this world authentically who we are. Stacey: Amen. Paul: And then we get developed this sense of self, and we start looking around and comparing and judging ourselves against others, right? We start trying to figure out what we want to be... Throughout life, it's not about necessarily learning how to become authentic, it's learning how to stop becoming unauthentic. Instead of us adapting throughout these years, trying to be like something else, it's truly about understanding what's at your core, and how to peel back those layers… ... which is NOT so hard. It sounds difficult, but it's NOT actually that hard to get past the layers that we developed AGAINST our authentic self. Stacey: Yes. Paul: And getting back to it really drives you… What's authentic to your core? What's in your heart? ...and one example of this is *pleasing versus giving.* STOP BEING A PLEASER! If you think about it, a lot of times, we do something that we don't really want to do, but we're doing it to please someone else *just for the sake of pleasing.* And when we do that, we feel a little bit like, "I don't really want to, but I'm gonna do it because it's the right thing to do." But what happens is, often it's not received, right off the bat, in the way we really meant it to be - it kinda falls short, and then it boomerangs back as resentment. And even when we do please over and over and over, after a while, we start to build up of that resentment… I don't really want to do this I'm always doing this. … it doesn't feel right. And yet, one of those coping mechanisms we've learned over the years is like, "I have to do this, so I'm going to please this person." However, the answer was ALWAYS there… If you have intentions for someone, where you feel you want to help them, there's ALWAYS a way to give without looking at it as pleasing. What is it that I can authentically give from my heart and feel good about when I'm giving? … and that's the subtle difference of starting to find your way out. That's one example of finding your way out of the conditioning that's happening to us over the years as we learned to become something that we think we’re supposed to be for others versus… Truly showing up authentically as ourselves feeling good about it every day Getting to know ourselves because we're learning, "This I can give, and I can give it all day long and always feel good about it." I'm gonna stop pleasing just for the sake of pleasing, but I'm going to find a way to give it to that person in a way that they can truly receive the gift. And whether they take the gift or not, it doesn't matter. I'm giving it anyway. There's no expectation of return, and I ALWAY get to feel good about that. There are subtle shifts that we can make to start deprogramming ourselves from what we thought we should be, versus what we truly authentically are. Stacey: Awesome. Steve: That's fascinating. So, I love that… You have to unlearn unauthentic because we were already authentic at some point ... that's fascinating. There was a book that always sat next to Russell's desk in the first office that I was working with him at in, and on the back cover it said, "You don't learn interesting, You unlearn boring." ...it reminds me of that. We're born with so much of this cool stuff and so much of these cool powers. LAYING THE TRACKS I hate throwing the rocks at the school, but it's reality! You learn so much of these train tracks that we follow, and then suddenly you graduate, leave school, or whatever... and the track suddenly ends… ...and you're left to build them on your own. There's this weird pattern that I’ve found that unless someone has built their own tracks before in their life, they have a very hard time executing what we're showing them to go do. So how does somebody start navigating their own life? Stacey: Yeah, so one of the things that’s so big for us is learning how to navigate life. What you're describing is the perfect example of living a life in reaction, versus living your life in intention. LIVING IN REACTION See, most of us grew up, (like you're explaining), living our life in reaction... ...in reaction to our folks ...in reaction to our teachers ...in reaction to our friends We say something, and all of our friends around us are like, "Eww!" And we're like, "No, no, no, me neither, eww!" (Like immediately, right?) Because the pain of being… Shunned Judged Made fun of … is just too great. We're in school, and we don't want to be wrong. Every time we talk, we get in trouble… And then, all of a sudden we find ourselves in business, and if you don't talk to your neighbor, you're dead, right? So, like, “What is this?” Because I've been trained for 18 years NOT to talk to my neighbor to get the answer, and now I wonder why I'm having a tough time asking for help in my business. So, it's important for us to start learning that ANYTHING I'm doing in reaction, is wrong, and it's my opportunity to live free. LIFE BY DEFAULT? Living free means living a life by design instead of a life by default. Life By Default is living in reaction to everyone else around you. So instead of checking in with your head to see… What have I been told that’s right? What have I been told that’s wrong? A life by design is where you check in with your heart and ask: How do I feel about that? Does that feel aligned for me? I know they told me that's right, but that just doesn't feel right? Your heart will never steer you wrong. When you follow your heart, you can do no wrong. Now you need to partner that with a toolset so that you can live authentically… AVOIDING THE AUTHENTICITY TRAP We call it *The AuthenticityTrap* Some people swing in the opposite direction to this life of conformity that we've been raised in, and they end up in what we describe as The Authenticity Trap. It's like, "I gotta be me, and to heck with you if you don't like it! Blah blah blah." That's NOT awesome! I get it! The whole thrill for you that you want to be free… ... but telling everybody where they can go is NOT exactly creating a life by design. Believe it or not, you just swung the pendulum in the other direction - you're still living in reaction to everything that you've been through - it's still controlling you. Your hearts NOT telling you to tell everybody to take a flying leap. You might just be feeling… Defensive Done with it Mad because the blinders are off But… Your heart will always lead you to an authentic place The thing that people are missing when it comes to taking that step forward to living authentically is the fear that comes up for most people which is... “Okay, so how can I do this without hurting and disappointing everyone around me?” *Who has an expectation for I should be, or who I am?* Steve: Mhm, totally. Stacey: And that's just a skill set... it’s a skill set. The gap between "I need to be authentically myself,” and “I don't want to create pain on the other side," is a skill set of learning how to be able to speak and relate in a way that works… *YOU & YOU* RELATE** So that there's the you piece, and there's the you relate piece. The you piece is, “I need to live my life by design and stop everything that I'm doing” - that's life by default. The you relate piece is because ‘relationship’ is nothing more than you plus you relate. The you relate piece is, “Alright, so how do I…” Show up as a team with my partner? Show up in service to my children? Still be part of my family of origin without prioritizing my family of origin over myself and my primary family? These are tools that we actually have to learn. It's part of the relationship education that no one ever gave us. Paul: Part of learning is going back to what we're saying in the beginning, it's unlearning. And part of that is *we want to make a change,* (and then that great example you just gave), which is…), but everybody has these expectations of *how* I've been showing up, and they expect me to be that way. Part of it’s the unlearning a pattern, but people struggle with that, 'cause they feel like they’re Confrontational Concerned about how someone will react (“Are they gonna push me away)? One of the tools to start freeing you from that feeling is instead of seeing it as a conflict, you want to start recognizing that if you're NOT being authentic to them, you're actually holding back from them. You're holding back the best self that you have for them. They will love the authentic you so much more, and you’re being disingenuous by not being your authentic self with them. Stacey: Amen. Paul: You're not being that true friend, you're not being the son that your mother really wanted to know, right? You're being someone who is been modified, rather than the true person that people want to see you for. Your best friend, who's been like, "Man you're so much happier now. I don't know what's going on, but I see this difference, and you're so much happier." That comes from your own authenticity So the first sort of fingertip grip we want to peel back on is that… You're doing people a disservice by not becoming your authentic self. You're holding back what the world needs from you. We all come here with gifts We all come here with our unique personality ...and anybody who loves you, anybody who cares about you, and really wants the best for you - they want to know the real you! They don't want to see the modified you, they want to really get to know the real you, the unique soul that you are that came onto this planet. So when we start coming from the perspective of instead of being conflict, “I need to do this for the sake of my relationships with my mother, with my friends,” ... whoever it is that we feel like it would be unusual for us to show up differently. “… they deserve the real me and not something else.” If you think about it in reverse… Would you want your friend NOT to be genuine with you and to put on a facade to some degree to help make you feel better? Or would you want them to feel free? Especially as a man, right? We resonate with that freedom, like, "No, I want you to be free, free to be you!" So, when we start to see it for what it really is, it becomes easier to start letting go of *that fear* that it's a conflict, and start embracing the fact that is actually a gift, not only for ourselves but for… Everybody that cares about us Everybody that we know The world in general ...because the world needs EVERYBODY to bring those unique gifts, and not to mute or modify, just to please others. So, yeah. Stacey: Let's put a real crack in this blueprint, because you're almost there, let's just annihilate this forever. Steve: Let's do it. So, any time you're telling yourself that you're holding back on being your authentic self is actually what other people want from you, I'm just gonna shatter this for you right now… The truth is, (and this is scientific! This is not my theory. This is not a guess), when you show up pretending to be something you're NOT, you energetically and strategically convey the message to the other person: "It's not okay for me to be who I am, and let me tell you something, it's not okay for you to be who you really are.” So, I'm telling you right now, "I’m pretending to be something I am not, and I expect you to be something you're not too, so let's go!" Steve: Yeah. Stacey: And the minute you release that, and you show up as your authentic self, you immediately convey to them: "Hey, I'm going to be real with you, you can always be real with me." Now that's service. Paul: And who do you trust now? Steve: Yeah, that's so huge, you know? Getting someone to own and have the confidence to even execute what we're teaching - that's one of the MOST challenging pieces that I try to do, and you guys are the experts at this. I heard somebody define confidence as self-trust, and I was like, "That's really, really cool. Stacey: Amen. ARE YOU LIVIN’? Steve: I started reading David Goggins and similar things, (and really there's a lot of heaviness in certain things from those people), but I appreciated what they were still talking about, which is that… You gotta show up authentically, or you’re literally not living. You've got this shroud over you all the time. Stacey: Amen. Yes. Steve: So, what else can somebody be doing to… You know, I'll talk as if I was my young, shy self here... Let's say I know that I don't have confidence, (not even just confidence in general), like… There's no way I deserve to do these Funnel things. There's no way I can go and actually be a successful attractive character, or a business person. Let's say I know I have these inhibitions, what's the first step that I should start taking to start switching that? Stacey: Alright, this may sound completely out of left field,-- Steve: I'm loving it. Already. YOU’RE SELFISH! Stacey: Anytime you're saying something like that, you're being MASSIVELY selfish. Steve: Interesting. How so? Stacey: You’re focussing ONLY on YOU... For example, when you say: I can't Who am I to? There's no way I can... You're absolutely right at this moment - you're gonna get nowhere... Steve: Nowhere. Stacey: … if you're ONLY focussed on yourself in life with all of your fears tied up and looking just at you. There are times when I've been out on a ledge too, like metaphorically… I don't know if I can do this! It's so much! We all end up at that panic point, at some moment, as things start to scale. Luckily for me, my husband knows my blueprint really really well, and he knows exactly what to say, which is: "Stacey, what about the kids? What about the kids in that house of the person who hasn't found us yet? What about them? Who's going to stand up for them if we're not there tomorrow? Let's get back out there, and let's reach that family." Steve: I love it. Stacey: And then all of a sudden, guess what? There's no fear! ... because it's NOT about me. It's got to be about somebody more than you. There's somebody whose life is going to take a very different trajectory if you don't show up, and interrupt the yellow brick road of their life with a solution. If you're not going to be their Vlad, who is going to swing on the bar? They might jump into the abyss if you don't show up. MAKE THE BREAK So the first step is a pattern break... Every single time you start saying things like that, catch yourself: “If I'm making it about me, I am wrong, I'm being selfish. I refuse to live like that anymore, not a single day. So how can I make this about something more than me, something bigger than me, someone else other than me?” That's the first step out Paul: And the truth is, all of us have learned this sense of *who we are* and this sense of identity - we created over time. It’s what we've chosen, and it's what creates the model of the world that we work within - this blueprint that we keep talking about. Fortunately for us, we're kind of like computers in the sense that we run programs, and we've run that one program really long, but we can always change the program… ... we just weren't aware of our perspective of relationships in the program. We thought we were in the program, and that we couldn’t do anything about it, and that it's just running. The truth is, we're observing it, and we can actually change it. I was in IT years ago, and I used to make fun of people who put the little quotes all over their computer, (the big giant computer monitors back then with a 10 ft widescreen, crazy big things)... And they'd put all these little quotes all around them, and their family pictures and stuff, but I'm like, "Why would they put all this junk around, (not the kid stuff, but the quotes), all-around their computer monitor?” Stacey: And then one day! Paul: And then one day, I found a quote from like 5000 BC - I found a quote from Lao Tzu. That's the American pronunciation, it's like ‘Lao Suh’ I think if you pronounce it properly. But anyway, I found this quote, and I found myself printing it out on paper, putting tape on... and I put it on my monitor because I wanted to look at it every day -it goes directly to this point. As I let go of what I am, I become what I may be - Lao Tsu It's the process of letting go of what we thought we were that allows us to become what we may be… But as long as we believe ‘what we are’ - you're under the influence - you're inside the bubble of it. But when you can step back and say, “As I let go of what I am, I'm allowing myself to become what I may be,” it's sorta like that first baby step in acknowledging the fact that… I am not fixed. I am not what I think I am. I can change. And you can see that all the time with people who go through significant emotional episodes...Something happens to someone (good or bad), and they change. Steve: Yeah. Steve: There was a great book on that, Psycho-Cybernetics by Maxwell Maltz. Oh, you have it, yeah! He's a plastic surgeon, and he changed someone's face a little bit, and their whole life changed because they allow themselves to believe that they're now someone different - that they were someone else. It wasn't the actual mechanical changes he made, it was the belief that "Oh and now I'm someone else." We don't have to wait for a significant emotional event to throw us into… A different experience where we are forced to show up a certain way Finding ourselves having new features from our personality. It's a choice But we don't think that can happen to us because we believe that voice in our head is us. We believe that what I am is what I am, but we are so much more than what we give ourselves credit for. We just don’t take a step back to say: I'm in the driver seat now. I see where I've been. Today's a new day. I'm deciding where I'm going to go now. Stacey: Yeah. Paul: Like Stacy is saying, now I'm going to start breaking that pattern, and I'm shifting because today was the last day I'm going to be that, where I'm going to be in this situation, and tomorrow is the day that I take my first step. In fact… Today is the day I take that first step towards the new tomorrow. Stacey: Amen. Paul: So it's that change, but we have to do it consciously, but we get so caught up on 'the day' that we don't see these things happening. But you can actually break this down and step back, and start shifting it without life happening by default to you, and finding yourself somewhere you didn't want to be. I'm going back to your point, ‘the railroad tracks,’ we want to design that track, and say this is where I'm going. I'm going to start building that track today. I'm heading this way. So, I think that sums it up. Steve: You know, it's funny ...you guys might be able to see it. Ah? Maybe? There are just tons of quotes on my ceiling. They're not on my monitor, they're all over the ceiling. Stacey: We are surrounded, you can't see our walls, but we have like literally painted 8 feet across on our walls, we're surrounded by 30 or 40 quotes in here. Paul: Yeah, that's the best. Stacey: That's what our office walls are, they're painted right on there. Steve: I ran out of wall space, so I'm going to the ceiling then! Stacey: Amen. Paul: That's commitment. Steve: One of those quotes that, I think it's up there right now, goes along the same point you're saying: How would the person I'd like to be, do the thing I'm about to do? Stacey: Amen. Paul: Yeah. Steve: I love that because it encapsulates all this stuff. If I can get somebody to fill in the blank, "I am a -----!" (whatever it is…), and own it, they turn into Superman… … they do so much stuff that's so awesome! I never thought that I’d be talking about this kind of thing EVER... because I’m like, "Oh, it's all about the marketing thing," you know? But in reality, you can't even do that stuff unless you are actually at peace with yourself and who you are, and being authentic about it. Stacey: No question. Steve: Let's say this is my old self speaking through me, *how can I interact with those I love that don't like my new path?* I know that's wanted. Stacey: This is what we do all day every day. Paul: It's very common. Yeah. Stacey: So, here's the thing we have loads of tools for this... Walk them Across The Bridge? Or Right Hand, Left Hand? Paul: I think Right Hand, Left Hand. Steve, would you say that it's because you've chosen to be entrepreneurial? Is that where your specific example is for? Or personal development, is that sort of where you're coming from? Steve: I'll go teach this stuff, and I find that most people, if they can believe that, “Yes, I can be a... blank,” the next one they ran into is, "Dang it, my relationships!" They don't know how to actually go through that now that they're owning what they want. Stacey: Yeah, OK. So, there are so many tools, and some of them are really situational, right? For example: I am no longer going to put my family of origin before my primary family, now how do I handle that conversation with my mom, because we're not coming to Christmas Eve like we always do? ...those things are situational, and we have scripts for, all that stuff, and there is a skill set for all of them… But honestly, the biggest one is the *right-hand, left-hand tool* that I know that you know, that you know we teach about how to navigate life with people *who* are different to you. YOUR 7TH POWER TRIBE? So, there are actually three groups of people in your life: Toxic People Your Seventh Power Your friends and family. Now, toxic people, we can talk about another show, but they are the people that no matter what you do, there's no making them happy. Toxic people are in a downward spiral in life, that's just where they are, they're in a bad place. Nothing will make them happy, because they don't want to be happy, and there's really nothing we can do for somebody who's toxic. Now, we're going to talk about the other two groups of people, because they're really the primary groups. # Your Seventh Power is Your Tribe People that you grow with. People that you listen to the podcast and send it to them Read the book, and talk about it with them Go to the event and then spew everything from the event with them... and they love it. The people that you pitch and catch with Grow and expand with You help them, and they help you They reach down the mountain and pull you up They get behind you and kick your butt all the way to the top if you're NOT reaching your potential fast enough! That's your Seven Power Tribe. Now with them, you do all of these conversations, you tell them about the book, you tell them about what you're doing, you tell them all about the event. They support you, they validate you, and you do that back with them. # Your Friends and Family Group, (which is the largest group in your world), they are NOT on that path. Steve: No. Stacey: They're not into personal development They really don't care about the book They don't want to hear about being an entrepreneur. They're not into growth. Here's the thing… That does not make them toxic! Like, I don't know when that became toxic! Steve: Are you sure? Because I got some stories 😂 Paul: I'm sure you do. Stacey: And yet, A LOT of people, (even the most well-meaning people), say, "You can only surround yourself with positive people, people who get your journey." That's NOT cool! You still have your marriage You have kids, you have family You don't need to shut those people out. It's a disservice, it's just a skill set that you didn't have before. So we teach this tool, Right Hand, Left Hand. Put out your right hand, put out your left-hand. Your right hand is your friends and family group Your left hand is your 7th Power. Pain happens, when they come together and when you don't know what hand you're in. Steve: AMEN! Stacey: … when you're with your friends and family, but you're treating them like they should be in your 7th Power. You're telling them all about the book you're writing, and they're like, "Uh, who do you think you are?" You're talking about the awards on your wall, and they're like "Uh, why did you do that?" They say, "Hey I'm taking this pill for this thing," and you're like, "You should do the 21-day raw food cleanse with me! Just did it, it's awesome! The dairy is killing you, don't eat that pie, let me tell you about sugar." And you just start vomiting all of your personal development all over them. THEY DON’T LOVE IT I know we all mean well, everybody means well, but the minute that someone experiences a difference between themselves and someone else, they get uncomfortable. Steve: Ah. Stacey: It's just wired into the human condition. And most people have been wired with this win-lose dynamic, where if there's a difference between me and you, one of us is right, and one of us is wrong. I need to make you wrong because I cannot be the one who's wrong at the end of this day. And so, unfortunately, when they experience the difference as you grow, as you elevate, they have two choices: Elevate with you Make you wrong. Most people will choose: "Ugh, what do you think you are?” “What? Do you think you're better than me?” “You're in a cult with your brainwashing and all your stuff. Go dump more money into that, why don't you?" If you know they have to poo-poo it because they're uncomfortable and they end up feeling rejected… Like, somehow you feel that you're better than them, or that you have these new lenses and you're probably going to be judging them… You're not, but it's really hard to get out of the blueprint of feeling that when you're not doing personal development, and you don't see things that way. So, your role, *how do you navigate that situation?* Please don't cut them out of your life ...because for probably more than half of you listening, one of them is your spouse! Steve: Alright. Stacey: This is life! You're still married You're still parents You still have family … this is your job, so know your role. First of all, when you’re interacting with someone, know what hand they're in. Is this a right-hand or a left-hand person? Know your role. When you're with your friends and family, you only have one job. Give with unconditional compassion. That's it. Just give with unconditional compassion, no judgment for where they are. You don't need to talk about yourself, you don't need to seek validation from them. You don't need to be like, "I don't get it, why my mom doesn't see that I'm not the same that I used to be, and I keep telling her " That's a conversation for your 7th Power person, but when you're with your friends and family, just show up, and give unconditional compassion. Actually, we ALL could use some development in the area of being able to give unconditional compassion without judgment. So, your family is your gift for you, because honestly, you, me, everybody, we need to practice... And they are your practice. Everybody on this earth is a wonderful, beautiful person, and they're having their own journey, and nobody deserves your judgment. What better place to practice your skillset of unconditional compassion, then with your friends and family. And so, the beauty of having a tribe, and having 7th Power is you get it to fill up from your 7th Power so that you have *what to give with* to your family. Steve: So incredible, that was incredibly powerful. I learned that from you guys, and while you were teaching it, and I was like, "That's why!" I was like, "I need to shut up, okay!" ... and that's OK! It was a very, very key for me - a BIG moment. Guys, I want to thank you so much. So everyone is listening, (and for you guys as well), my wife and I have talked about you A LOT. The things that you guys have taught are amazing, it's truly applicable immediately. It's not like, theory theory theory theory, it's not. It's like, "Hey, here's the tool, here's how to use it," and there have been times, (even recently), I'm like, "Drop the sale!" ...it's impacted my life a lot. Stacey: Amen. Steve: So I want to thank you a lot. Where can people find out more? Because I want everyone to go experience the true Martino power. Stacey: Well, I'm sure you're going to share a link for the free web class, that is what I really highly recommend. We put together this free online training for the kind of stuff that Steve's talking about right now. Paul and I don't do theory and crap. We do real, simple tools Paul: No psychobabble. Stacey: it’s for real families. And literally, when you consume this free training class, you will see a result before your head hits the pillow tonight - that's how fast this works. So we did like a two and a half hour real training, and it's totally free where we literally teaching you what's been invisible in your relationship dynamics that's been causing you pain, and we make it visible. You get the tools to actually shift it and show you how it only takes one person to transform any relationship, and that's ALL in this web class. So, definitely check it out. That's what I would say to start with. Paul: It's funny, cause I say the same thing about you. Like, what I love about you, (I know we were talking about this the other day), what I love about you is that you take things that are sort of accepted, and then you question it… You're like, "Wait a minute, what is the doctrine?" And then you start breaking things down, and you're like "Hold on," and we make these discoveries, right? And the clarity of the truth of discoveries that you find become so powerful, but what you're doing is the same thing that we're doing in relationships. You're showing them like, "Hold on, let me peel back the layers, so that you can see it now, so you know how to really do it right." It's kinda the same thing with us All we are wherever we're lacking (in any area) is the clarity to see *what* we can't see you right now, and to have someone peel back the layers, because once you see it… now you can do something about it. That is a life by design Even this whole episode, it’s Sales Funnel Radio, but I love how you brought in like, "Hey, not being authentic is a big deal if you want to make sales," Imagine that like, you're doing their old radio announcer, like, " Well, I would like for you to do…." Like, nobody wants to buy from somebody who's got that fake voice, right? Being authentic, and being yourself, people are like, "I like that person. I trust that person." And they're going to create sales by being authentic, and you have that vision. I love how you bring your visions with such clarity to the people that you serve, and how you can see all those pieces, and how they're all related - just like how ‘relationship’ is applying here. A relationship with yourself is applying Sales Funnel Radio ... yes, it matters to be a part of it! So anyway, I just want to honor you for doing that, and basically, that's what we're doing here, too… Same thing, but just for relationships. Steve: Yeah, yeah. So huge. Guys, make sure you go to awesomemartino, as in, ‘Martino's are awesome.’ Go to awesomemartino.com, and you guys can check out their free web class. I learned this from Paul and Stacey, also… A relationship isn't something you have, it's something that you do. *...that blew my mind.* And, when I realized that, I was like, "Crap, I've been treating it the wrong way." So I've been learning to *do* relationships, not just with myself, but all the other loved ones I have in my life. And, I want you guys to have love in your heart for you, as much as you do for your message and those you serve. So please go over to awesomemartino.com, and you guys can go check out their web class. Guys, thanks so much for being on today. Paul & Stacey: It's always a pleasure to be with you. Hey, if you haven't noticed yet, you will. Entrepreneurship can be hard on relationships. Entrepreneurship is nothing more than a learnable skillset, and relationships are actually the exact same. This is NOT something I normally talk about in my material, nor would I act like I'm a pro at it - because I'm not. But I do know who it is. Paul and Stacey Martino are some of the most impactful people I've seen in my life. As of today, they've helped save over 10,000 marriages, literally. Since your business can only grow to the level that you do, (which includes your relationships with others, and yourself)... I wanted to dedicate an episode here in letting you know *who* is actively helping relationships flourish. I've experienced their genius first hand and wanted to tell you some of the same wisdom in your life. Yes, it's for you, even if your relationship is great, and no, they don't teach rah-rah methods. Right now they have an awesome free training at awesomemartino.com. Simply go to awesomemartino.com with paper and pen, and watch your entrepreneurial life gain even MORE color. No one wants to arrive alone, and it's frankly a failure to do so. Learn the skillset of relationship from Stacy and Paul Martino, by going to awesomemartino.com now.
	SFR 263: Campaign Follow-Through...	26 Jul 2019	00:17:13
*A marketing campaign is nothing more than orchestrated noise around your product.* *Here's an example of how to keep a campaign going when everything is going well…* A campaign is about creating orchestrated noise … that's my definition, but really that's all a campaign is. Running Facebook ads, that's NOT really a campaign. It can be part of a campaign, but it’s NOT a campaign on its own… Marketing campaigns are a dying art… which means MOST people are leaving money on the table. Think about this... We're no longer just in the information age, we're in the attention age where the loudest, not the best, is more likely to get paid. HOW TO TURBOCHARGE YOUR MARKETING CAMPAIGN Recently, one of my good friends, Josh Forti, did a cool launch, and he had me come on to promo this product. After our interview was done for the launch, he asked if he could get on my Facebook page to chit chat about the interview and do a little MORE promo around it. I swear one of the major reasons that people don’t do very well in this game is simply because they don't know *how* to do the second step that Josh took… ...which is why I thought it'd be cool to share the interview with you… I chopped it in different places and such, but you’ll see Josh ask some very general questions… Then kind of after each of my answers, he'd go back to, "Hey, we covered that in the playbook, click here." That skill is a very learnable thing, and it’s one of the easiest ways to get better results in your marketing campaigns… Because, here’s the thing… I see people with a... Great Product Excellent Funnel Good Launch ... but then they don't follow through all the way, and it cuts their launches down. Campaigns are broken up into a lot of parts. I plan and put all the pieces together, and then, I ask... How am I gonna get tension? How am I gonna leverage the followings of other people to get attention? Once it's in the middle of a launch, how do I keep the momentum going? Once it's done, how do I keep that pressure moving as well? And, so I thought this interview with Josh was a great example of *how to keep the pressure moving...* So, when you launch your product, or whenever you're putting your stuff out; REMEMBER it's NOT just about the product or the funnel… It's about the noise. So you need to ask, “How am I creating that noise?” The success of your product is just as dependent on the noise you orchestrate as the product and the offer and the sales message itself. If no one knows about your offer, you're NOT making any money anyway. If you can't get anyone to even go look at your sales message, your product is already dead... so why did you make it? So I'm just giving this to you as an idea, so you can see like, "Oh, man, I should go do that." A follow-up interview whenever you interview somebody for a product you're putting out is NOT abnormal at all. *Let’s cut over right now…* JOSH FORTI’S MASTER MOVE Steve: On the other side of this wall here, there’s a whiteboard and I call it my *"questions whiteboard."* I believe that questions invite revelation, and that's good and bad... So… I have to focus on answering rich people questions instead of poor people questions. Because whatever I ask, I will likely answer. The purpose of the board is NOT for me to answer the questions. The purpose of the board is me to figure out which question to focus on answering. ...because I shouldn't try and answer EVERYTHING. It's funny you asked that; I don't know *why, but it happens in the morning…. I'm getting ready in the morning and my brain turns on, and I'm like, "Whoa, what about this idea?”* Man, I'm not going to lie, I've run out in a towel before to write stuff down... like, “That's such a sick idea! Oh my gosh! I should try to answer that…” And I put it on my questions board... and I write, and write, and write… I have a BIG list of unanswered questions that I want to pursue. It's NOT that I'll sit down always and be like, "I have to answer this now," and just dive into my books… But, on interviews, because it's on my mind, I'll continue to clarify the answer to that question… I'll be like, "I think it's this." One of my favorite things is to go back and listen to those interviews and hear myself, and be like, "...that was probably the coolest I've ever explained an answer to the question on my whiteboard.” And so I go back a lot, and it's one of the coolest ways I figure out like, “Okay, that made sense, that didn't make sense. This was helpful, that was confusing.” And it's only honed me in what I do more and more. FINDING WHAT RESONATED? Josh: It's interesting how much you can learn about certain things that you say when there are clips of the crowd, (and they get the back angle)... ... and you watch everybody's heads go down and start writing all at once. And you're like, "Oh my gosh, they all really liked that point." And so it's ALWAYS interesting for me to kinda go back and listen to old interviews, speeches, or things that I've done... that got A LOT of really good engagement... ‘Cuz I feel like you can learn so much about what people really like, what resonated and what didn't resonate. Steve: Well, it's funny 'cuz the market literally votes, (they don't know they're doing that a lot of times), and it's NOT just with products, but even with content, (you know that)… It's cool to see that reaction when you say something and you know it's right, you know it's helpful… ... but you said it differently that time, and suddenly it’s *the click… and you're like, "Oh, that's what you mean!"* And then you see all the heads go down, and you're like, “Okay, note to self, say it that way next time because it's more impactful than last time.” ARE YOU ASKING POOR PERSON’S QUESTIONS? Josh: I believe that the key to thinking different… The key to getting, basically, anything that you want out of life is asking the right questions. If you know how to ask good questions, you can ultimately go out and find answers, have a good perspective, and get what you want out of life. But how did you learn, like... How does one go and actually learn good questions? How do you determine what questions you're actually gonna ask, and what's worthwhile to go study or not? Steve: One of the biggest filters I run things through is, does that sound like a rich person question or a broke person question? Josh: Hmm. Steve: A lot of times, people try to answer broke people questions just out of habit. For example: I don't clip coupons. I'm not against coupon-clipping. Well, actually I am… ;-) One of the issues is… If I spend my time and my attention and my focus on how to save money, I will find out how to do it… ...but I also didn't learn how to make MORE money! I'd rather learn how to make more money and who cares how much something costs at that point? The one thing everybody has when they start this game is a buttload of questions. … and it makes sense why they would. Just EVERYONE has tons and tons of questions. Josh: Right. Steve: That's natural… but, like start writing them down. I challenge everybody to do that… And… Before you seek to answer the question, seek if it's worth answering at all. Josh: Yeah. That's huge. Steve: It will pay you in time or money. Josh: I love that. One of the things you said is interesting because we mention it in The Mindshift Playbook, is the habit thing… You said, ‘Often times we just do it out of habit,’ right? Steve: You know what's funny, I'll go teach these models, “Hey, this is a cash flow model. This is a cash flow model. This is a cash flow model…” And what's funny is, the very first reaction people have is, “Is that gonna work for me? Am I in the right spot to do this?” And I'm like, “Oh, my gosh, are you kidding?” ... it ticks me off so bad. Josh: It’s like, “Does ClickFunnels work for -----?” Steve: You know what? Of the hundred thousand monthly subscribers, you're right, you're the one it's NOT gonna work for. It's like, “Come on! Just do it." People set a goal, "I'm going to go do this, and I'm going to use ClickFunnels to do whatever,” and they don't allow themselves to break on the goal. That's the key… You have to break you on the goal instead of change the goal. Robert Kiyosaki says that as well… As you start moving towards any goal, you’ll have these character flaws that explode in your face. I was probably, you could say… Addicted to video games in high school. I was very overweight. I got kicked out of college. I barely graduated high school. I couldn't speak. I had major anxiety issues. I am literally the opposite of everything that I was back then because I started realizing that, I needed to allow myself to feel some pain on the way to the goal. Pain does not mean bad, and pain does NOT mean the wrong choice. Most of the time, pain means growth. Josh: Yeah. FAIL FAST Steve: When you realize, “Oh my gosh, failure is really kind of a made-up principle. It's not even a principle, it's made up... As I start to feel that pain, I start to feel the progression of moving towards things. I went back and counted *how many times* it actually took me to make one of these funnel things work, and it was actually 17 funnel tries and 17 before that… It was actually my 34th thing that actually blew up (from age 20 until now). Josh: That's crazy. Steve: That's A LOT of freaking failures. ...and most of the time, people aren't going to be able to go through that. About 1/3 into those tries, I became cognizant that… I was changing at a speed faster than any personal development course could ever hope to give me. Josh: Ever! And you mentioned that in the interview too. You say like, Entrepreneurship is the best personal development course you NEVER signed up for. I mean, like it just is, and I 100% agree with that. ...and it's interesting what you say about pain and struggle. I think the one thing that we both agree upon is that the struggle is there for a reason. The struggle is a good thing. The struggle is absolutely needed to develop you into who it is that you say. So it's interesting that like, they're saying it, you're saying it. Like, it's there… I think in today's society, we're just trained to want to avoid struggle. Everything is convenient. Everything is now. Everything is easy. Like, “Avoid this!” (Thank you, marketers, right?), but like, you know what I mean? I feel like we're trained as a society to avoid struggle, which I think is *why* it's so hard for so many people. Steve: Yeah. And, you know, I think a lot of it, (and I'm never gonna be the one that just like slams and bad mouths school and all that stuff)... ... but you think about it, you get punished for doing something wrong in school. But like, man… I do stuff wrong, all the time, in business, and that's actually the thing that accelerates me. Josh: Right Steve: “You can't do that here, or you can't do that here.” Or… “What if I fail?” Plan on it And then you just move forward. Josh: Write it in. Steve: I find that failing ends up being an accelerant to everything else that you do I've gone through that many failures, and because it sucked for so long, it's NOT that hard to make cash now. I'm like, “Okay, well, I solved that problem.” And what I've learned is that while I teach these models, and then people feel this first sense of personal development requirement that comes like… “Oh, man, I don't actually qualify to be running my dream in the first place.” ...as they start moving, they start to gain this self-confidence. And then, they move faster and faster and faster… I almost want them to hit some major speed bump quickly and then see if they can pick themselves back up. That kind of person, I love working with them. Josh: Yeah, because people don't know how to fail. Sorry. Go ahead. DO YOU QUALIFY? Steve: I was chatting with Russell about this a little while ago… I was like, "Dude, when I met you and started working for you in the same room, you were totally a different person a year and a half later by the time I left." The Russell Brunson of 3 or 4 years ago, could NOT handle what he's doing right now. But too many times we're like, “I want my dream with the million-dollar business now.” Man, You don't qualify You've gotta get some personal development going down! Josh: What would your advice to me be, if I were to go down that route and be like, "Yeah, I'm gonna open up a talk show where we bring on interesting guests. Maybe we talk politics. Maybe we talk about business. Maybe we talk, whatever.” What's your advice to me when it comes to doing those interviews or creating concepts around that? Steve: Okay, so I'll tell you one of the reasons why Sales Funnel Radio has been so successful and *“The Capitalist Pig”* is such a big deal to people… It's because it actively throws rocks around mainstream ideas that others believe. So, I was in the Army, (and y'all know that if you’re on here, right?) I was in the Army, I enlisted and I went to become an ammunition specialist, (which I didn't know at the time meant "fancy warehouse guy." ) I was like, “Crap, I wish I would have chosen something a little different." Anyway, a little bit through that, I was like, "I'm going to go be an officer." So, in the middle of my officer trainer, one of the things that they do is they make you study wars, battles, lots of strategy and movements... things like that. So you study these HUGE battles, and it's a ton of fun. I really enjoyed it. The guy who was teaching us was ridiculously smart. He's a historian that they brought in just for officer training. It was a whole semester of just studying wars. What's interesting is that he taught us that wars are started over usually pretty much always out of rights... States' right Human rights ... that's what wars start over. The Civil War was NOT started because of slavery. We did NOT leave Europe because of religious oppression, but that's how we romanticize the past… What's funny is that in the middle of a war, a lot of times, a social issue will piggyback on the war. So slavery becomes part of the Civil War, (like right towards the last hour)... And that's when Lincoln said, "Hey, The Emancipation Proclamation, let's go dump it in there." The same thing with like leaving Europe, as Americans, we're gonna go in and you know what… ‘it's about religious freedom now.” It was NOT at first. We were Britains! And the reason I bring this up is that from a marketing standpoint, when it comes to the way I treat a message, (this is not something I normally would talk about either), but … I look to piggyback a message on the back of a social issue. (Not a human rights issue... because then you're seen as political) But when it comes to really disruptive messages in the marketplace, Socialism right now is getting a lot of attention… So one of the easiest ways for me to get a lot of attention on a show is to become the anti-something major in a social issue that's currently got momentum. It takes a lifetime to create momentum, but I don't have to do that if I piggyback on a social issue that I'm passionate about in the opposite way. Josh: That's super good advice. Steve: Yeah, I would figure out what big things to talk about. I find that themed shows always do better than a general, let's just... Josh: Let's just talk. Steve: Yeah. So I would find something that you find and throw rocks at it like that, and then it's very natural to find those people who are for or against to hear both sides. You'll get as many people who listen to you and love you, as hate your guts. Josh: Yeah, well, I think this entrepreneurship like micro-influencer game has prepared me for the hate. Holy cow, dude! Steve: Yeah, it only gets louder. Josh: Aww, man, I tell you what! But I've learned to tune it out. Steve: Well, thanks for listening and thanks for jumping on here. Josh: Absolutely, man. Thanks so much. WHOA! If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on *all the strategies, right? That's also good. But the hardest part* is figuring out what the market wants to buy and *how* you should sell it to them, right? That's what I struggled with for a while until I learned the formula. So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it. *Wanna come?* There are small groups on purpose, so I can answer your direct questions in person for two straight days. You can hold your spot by going to OfferMind.com. Again, that's OfferMind.com.
	SFR 262: The 3 Day Design Challenge Winner...	23 Jul 2019	00:36:54
*In this interview, I get to chat with the winner of my 3-day design challenge, Sal Peer... AND review his funnel. He did an epic job in this challenge…* Here’s the backstory… Recently, I reached out to a bunch of designers and said, “Hey, I really need to create some Facebook profile frames…” You know when there are these massive events or movements where people put frames over the top of their Facebook profiles... I thought, “Why don't I do that for my groups!” So I reached out to all these designers and asked, “Hey, could you design some FB frames?” In full disclosure, when those designs came back, I did NOT like any of them. So I thought why not ask my actual audience design the frames instead, so I reached out … And it was INCREDIBLE We ran a 3-Day Design Challenge, and the prize was that I'd critique the winner's stuff on an episode of Sales Funnel Radio… ... thus, here we are! INTRODUCING SAL PEER I'm with the incredible Sal Peer, and I'm very excited that you’re here. Super excited that you won, (by A LOT). Thank you! You're clearly a very talented designer. It's been awesome having you on here. You run a company called Funnel Chefs. Anyway, I just want to thank you for being on here; *welcome to the show. Sal:* Thank you so much for having me, it's a real honor. I've been following your stuff. Amazing! Just the amount and your presentation. Like, literally, in the last year, it's just gotten better. Like, you've gotten better and I see it. Steve: Thanks, man. Sal: So it's amazing to be here with you. The Design Challenge was so much fun. It was a challenge to design five frames with no direction. You're like, “Just do it, I trust you. Just do what you can. If you win, you win.” I'm like, “Holy shit, there's no direction here.” So I dug into all your stuff. I went into the MLM Hacks Groups, the Sales Funnel Radio... I went into EVERYTHING, and I was like, “Okay, what is he talking about?” And then, I was like, “Oh the cube. He's talking about putting stuff together correctly.” I was like, “Well, why don't we get a Rubik's cube and kinda put the frame around that... ...and whoever's in there has kind of figured out the Rubik's cube for OfferMind and Sales Funnel Radio.” ...it was a lot of fun, man. Steve: Dude you're so cool. It was funny because I remember we were scrolling through all of them, (and thank you, first of all, to everyone who did do it - it was great). Sal: There was some awesome stuff on there, by the way. Steve: Really cool stuff on there. But there were ones that really caught my eye, and I was like, “Who? Oh Sal, Sal, Sal, Sal, Sal, Sal….” Sal: I hacked it though! I've got to say, I hacked it. Steve: Good. Sal: I submitted my first drafts, which I never submit. I was like: “Oh, let's just stick that out there, and create some traction, I'll see what people are doing, and then I'll come over the top like a minute before the competition ends and just be like, BOOM!” That was so much fun. Steve: That's funny because I've noticed a lot of the best people on Freelancer, (where I go run contests on there a lot), do the same thing. They just toss something out and then they see, “Yeah!” Sal: Yeah, because you want to see, “Oh, wow, he liked this one so how do I make that better?” … that's what we look for, and the branding. I really wanted the branding to be strong. When somebody puts it on the frame, they recognize the colors, they recognize the kind of thing - that was very important. Steve: So the intent was for my social agents and our community ambassadors to be able to have those frames on their profile, so then people knew, “Hey, this is legit.” Sal: Yeah, it gives them status too. It's a really solid idea. Steve: Yeah, it's been awesome. How did you become a designer? Sal: So it's funny, let's just go back to like four or five years ago. I was out of work. I was living retired or my mom would say, “retarded life,” and I was just hanging out… Then, my wife got pregnant and we bought a house... and I had no money left. I had eight and a half grand, (which is three months of paying the mortgage, but NOT the bills, the hospital bills, the insurance, the cars - all the stuff). I was like, “I got to do something,” and I didn't know what to do. And it's like you said… You test your market by presenting offers and seeing who reacts to it, and I did, basically, the same thing. I owned computer stores a long time ago, and I started them with classified sections, so I was like: “Why don't we just put out a bunch of ads and see if there's a market?” My wife and I were talking, and I decided, “Well, I don't want to do that because it will get me traveling everywhere and I want to kind of stay put and maybe do one or two events a year.” And so she's like, “Well why don't you do marketing? You know websites, you know marketing. You did it for your computer stores in '98. You get this stuff.” And I was like, “Well, I don't know…” I don't know if there's a market? I don't know where I'm gonna get clients from? I don't know…? It's gonna cost me three grand in Google ads... or 30 grand in Google ads to get clients! And all these excuses just start piling up. Then I'm like, “Alright, well let's do all the Google testing because I need to know Google back in and out.” So I got eight certifications from Google and I went and opened up a marketing agency by putting FREE classifieds out EVERYWHERE - even long ones. I got the real estate ones, (where they have the lawn thing), and stuck that in the ground. I got fined by the city, by the way - so I'm NOT recommending to do that, but it worked. That weekend, (the ad was $197 for a basic website, five pages, and then, I up-charged throughout), I sold like six of them. I was like, *“Dude, I made $1200 bucks this weekend.” I was like, “Hmm, there's something here…”* SELLING CANDY I look at myself as an Entrepreneur, and I've been at this working for myself since I was like five. My dad was a tour guide and I sold candy that I would get as a kickback, (from places he would take tourists), back to the tourists on the bus to make money. So entrepreneurship was kind of in my genes. I just saw a huge opportunity and I was like, “Yeah, I got to get into it.” I was watching Russell's stuff and I was like, “Oh, I don't know, it's another marketing guy with the same old stuff.” I worked with Mike Long... Frank Kern was part of a project that we launched a while back, and I was like, “Oh, well you know what, I gotta do it.” A bunch of my marketing buddies started coming in. I was, “I'm gonna pick up the book...” And then, I just said, “You know what, the book is so good. It's like ‘Inception’ for real!” … there are ONLY a few books in my life that did that, and it got me integrated into this. My mom was an interior designer, so I have taste. Sometimes, “Yeah you can do stuff on Canva or stuff, but it's the creation and the creative that goes behind it (before it gets touched up), that's the gold. That's what makes everything else work. Steve: That's so awesome, man. Sal: Because basic Photoshop skills are easy. Steve: It's super cool, yeah. Sal: But coming up with creatives, (just like you come up with offers), it's difficult. You're like, “Well, why do you need that? Well, we have to do all this research first,” and stuff like that - so it's been amazing. Steve: That's so awesome, man... and again, thank you, you clearly won. And guys, just so you know… My offer to whoever won was to go through their funnel. And so which funnel do I get to go through? Sal: So, obviously, I've been following you closely for a while now and I built this funnel with you in the OFA Challenge... Steve: Sweet. Sal: If you guys haven't taken his OFA and haven't signed up through his affiliate link, do it because the bonuses are AMAZING. Steve: Thanks, man. Sal: So that's how I built it. It's actually converting on the front end really well - it's like 37% conversion on the front end. Steve: That's awesome. Sal: And then once they're in, maybe my email follow up isn't on point or maybe the sales page isn't on point... because it's NOT converting there. That's the problem. So it could be the offer? I'm open to EVERYTHING. Literally, because I've listened to you, I went and recorded this live - I streamed it live and then I turned it into a masterclass. Steve: Sweet. That's awesome. That's super cool. I'm really excited about it... and we'll cut over now, and I'll start diving through your pages man. This is awesome, and again thanks for putting all the effort in to do the design... because I know it's a lot of work. It's a ton of work. Design is its own beast. I mean, holy smokes! So it's A LOT on your end as well, so it means a ton... And where can everyone go to learn more from you? Sal: To get a free discovery call with me, go to cfchefsal.com. That's cfchefsal.com SAL’S FUNNEL REVIEW This is the funnel Sal built during the One Funnel Way Challenge - the *One Funnel Way Coach, I’m excited go through to see what he created... The purpose of that challenge is to get your first funnel out the door. So if you've NOT had the chance to go through the One Funnel Way Challenge, ofasignup.com is where you can go sign up for the challenge and get a whole bunch of extra stuff* that I give you - which is super awesome. If we had a live audience right now, I'd say let's give Sal a round of applause… ...because what he's doing right now, (letting me go critique his baby), that's kind of a freaky thing in and of itself. Usually, I do these sessions with people one-on-one or privately, not on a big old radio show. So anyway, let's go to this next piece right here… So I'm gonna walk through Sal’s Funnel, but before I do, I just want to tell to go over to YouTube, so you can watch me do the review, (I cover a ton of stuff)... I'm a really visual learner and a very visual teacher. I'm actually gonna share my screen and walk through some stats that I'm seeing, and I want to share some of the epiphanies that I'm having... Well, in order to do that, it's gonna be really easier if you watch. So, head over to YouTube and you’ll learn: Why even Russell Brunson's guessing without the 1000/1000 Rule... How to find out *where* your funnel is clogged... How to avoid a mismatch in messaging that can destroy your sales... The OBJECTIONS you unconsciously create in your customer's minds that prevent them clicking your button... How to get sales psychology on your side and sell MORE... Why Urgency and Scarcity matter... A simple tweak that makes your sales page *waaay* sexier… easy way to create ULTRA clarity that gets your customer’s brain ready for the sale... Where in your funnel you need to have an offer… What % of story you need to add to your funnel to make your customers care… The details I’d LEAVE OFF an order page... Why you should NEVER rent a Cadillac Escalade in a big city … and how Enterprise got it right! The ONE principle that will make all of your funnels convert *waaay* better... … and a TON more *TRUTH NUKES* that’ll help your funnel to convert #GetRichGiveBack . The most common question I get is, “Steve, will you look at my funnel?” Of course! If you want me to do this kind of review on a funnel of yours, go to coachmesteve.com. It's the notification list that I have, so whenever I do have an opening, I just drop an email straight to that list… I'm just like, “Hey, here you go, first come, first served. Here's the time I have and here's a little order page so you can grab some of my time.” So if you want to be notified the next time I have an opening, just go to coachmesteve.com, and I can dive through your funnel, your offer, and your message with you. Whether you want me to coach you, give some handholding and guidance during your funnel build… Or simply, review the one you have… Head over to coachmesteve.com, and book your session now.
	SFR 261: My 'Guru Tabs'...	19 Jul 2019	00:23:44
*I'm at Myron Golden's awesome speaker training and here's a few of the takeaways from the epic experience...* I'm at a really interesting point right now in my business, and I'm trying desperately to ONLY listen to people for the skills that they're known for. Meaning, I'm looking around asking: How can I get better on stage? How can I get better at the act of selling? How can I get better at just -----? Then I learn from the one person who's known as being the best. So, that's why I'm at Myron’s event because he's absolutely incredible at stage speaking. (Looking good Myron 😎 ) MY GURU TABS At Funnel Hacking Live, about two years ago, Russell did eight million in sales for his program… And then Myron did a re-pitch, and sold another four million… *Crazy Amounts Of Cash* When I saw that, I was like, “Right, the proofs in the pudding.” And if someone's NOT actively doing the thing that they're coaching on, *why on earth am I gonna listen to 'em?* I'm NOT going to. So I want to tell you a few things about the way I operate - 'cause a lot of people ask me: Stephen, what do you study? How do you learn? How do you go do this or that? … and, the reality is, I don't study the way that most people think I do very often. I’M VERY SELECT... don’t ya know ;-) In fact, I have specific GURU TABS on my computer for people I follow in different areas: Health Relationships Wealth Marketing, (which is Russell). Finance strategy. It's really interesting because as you learn to NOT be an employee, you have to learn other skill sets that those who run businesses have. I would NEVER have told you, “I'm going to go study freakin' taxes,” but that's a skill set that my dream required me to have… But I'm NOT gonna go try to learn it on my own. HOW I INCREASE MY SPEED About I two or three weeks ago, I was driving in my car when I had this thought… I was like: “I don't want to just keep buying books. What I'd rather do is go find the person who's the psycho-genius.” Like, I'm the crazy in the offer creation space, my eye twitches on that topic. I want to go find the person with the eye twitch on tax... on health, on whatever... I want to go find the psycho… ...'cause it's really hard to be on two peaks at the same time. So, I want to know *who* has spent most of their life climbing just one peak, and *how* can I pay them to teach me for a day? I called someone recently, and said, "Hey, would you just teach me?" They didn't fly in, and wasn't a full day... but it was hours and hours of intense learning. I learned MORE in that compressed finite period of time, right from the horse's mouth… It would have taken me FOREVER to go learn that stuff and put it all together on my own. There’s some serious power in that… HOW TO CHOOSE YOUR GURU ON THE MOUNTAIN As I’ve been doing more and more in my business, there's been a fiery focus on just learning from those individuals who already have the skillset I want… ... but there are a few caveats that I need to place on them. They have to be rich. If they're not rich, I'm NOT listening. They have to be actively participating in the skillset that they are teaching. If they’re just someone who's standing on the side, and they're like: “This is how I did it forever ago, and I've never had any experiences since 20 years ago when I took the cake that one time.” I DON’T want to learn from them. I want to learn from somebody *who knows how to teach, NOT just has knowledge… (It's NOT as important, but it's still one of the things I look for)* Knowing and teaching effectively ARE completely different. Another thing I look for is... I want to make sure that whoever I'm learning from has developed their own framework. Think about this? The reason *why* my stuff has been so impactful is because I spent tons of time going and learning from all these people. Then I realized that if I started combining all the gems that I’d learned and added my own zone of genius, I could create my own framework. ALL THE THINGS in one place = FASTER RESULTS! People could just learn the framework, instead of going to the 15 people that caused all the pieces that went into the framework. I want to learn from somebody who has gone through the mental jog that it takes to create a framework. That's why I push frameworks so much. Some people made fun of me for that... but, whatever… If I can create a framework, it means I understand it to a level, not just to do it, but see the patterns, and then teach it. And I always wanna make sure whoever I'm following has done that. And so, why it's been cool to learn from Myron, and why I went to his speaker event… I learn finance from Brad Gibb and Ryan Lee for - they’re freakin' amazing. I follow Wallace and Ashlyn Nelson for health I love to listen to Grant Cardone for sales pieces… but stage selling, I like to learn that from Myron. There are very specific individuals that I listen to, and then, I don't listen to anybody else. HEADSPACE My head is so active and fast-paced, (it's just naturally that way)… … so I need to do is make sure that after I learn frameworks, I do nothing for a while. It's very important for my brain to play. So I do * NOTHING… ... and I know that because of the systems I've created, (I have frameworks around so many aspects of my business now), it looks like I'm NOT taking any breaks... But, man, I've worked a nine to five, nine to six, pretty much every day, (except a few rare occasions), for the last year, year and a half. I'm just clarifying because sometimes people have said, “Oh, Stephen, you're not taking any breaks. You need to take care of yourself.”* I play. I have fun. (I went shooting again over the weekend - it was awesome.) Anyway, “Stephen what's the whole point of this?” Make sure that following people with intent. Don't consume stuff just because it’s available. Unplug from Facebook if it's not your time to check in with those you're following. If you are ALREADY learning from a guru on the mountain, l, shut everything else off. Just turn it off. LEARNING ON DEMAND I like Tim Ferriss - A LOT! The Four Hour Work Week is a book that I repeatedly go back to. And there's a spot in the book where he talks about learning on-demand, (which is kinda where I got that). He says in there that reading, after a certain time can pollute the mind and distract it from its creative pursuits... which makes a lot of sense. In fact, probably two months ago, Russell and I were having a conversation about this over Vox … I was like: “Hey man, have you ever had any fears that you won't be able to replicate what you did in the past, or you're not studying as hard as you once were to get the results that you've done?” ( If you've been in any game ever, you've probably had those feelings) Am I gonna be able to do it again? Am I gonna be able to replicate this again? Am I learning fast enough? Am I running hard enough to go figure this stuff out in the future? … it's a legitimate fear, and I totally understand it. So, I was asking Russell for his feedback on that... I was like, "Hey, you know, have you ever thought that?" And he was like, "Yeah, I have." (Hopefully, he's fine with me sharing this…) I'm all about doing a BIG immersive study at the beginning. Any time you go into some brand new, you immerse like crazy. You consume all the books, all the courses, all the content, the gurus… You're pulling in as much info as you can because you don't have a base. There's no foundation… (and this is kind of what Russell told me). He's like, “Once you have that foundation, your learning still continues, it just changes.” Let's say you come to learn offers from me... In the beginning, there's always this big, major, massive, huuuge brain dump. BOOSH There’s a HUGE smack of education… But then, after a while, the education style shifts. The education style shifts once you have learned the framework. Now what you do is learn by executing. JUST DO IT! Myron said something this morning I thought was awesome. He said, "You don't get to learn anything until you do something." He's said… "You're not here in this workshop so you can learn the thing. You're here to get the tools that you need to go home and study it by doing it." I thought that was really prolific... it was TOTALLY awesome. AND that's EXACTLY what I'm saying here too… Your learning style changes once you know the framework IT HAS TO ... It's no longer about consuming another book... Now that I know the framework, I’ve got to start executing. I learn in a very active state. For Example: Most of us didn’t learn how to ride a bike by reading books. I'm not saying you can't do that - I'm not saying it's NOT helpful… But eventually, the learning is very different from what you can learn from a book - once you get on a bike, the learning style changes... Once you get confident riding the bike… Once you get confident in the offer creation and start launching… *… you get more specialized in your education needs.* DON’T STOP LEARNING If you don’t want to become irrelevant after 10 years… KEEP LEARNING I can't tell you how many times Russell, (when I was in his office) would say, “Dude, you remember this guy X, Y, and Z?” And I was like, “Nope, never heard of that guy.” He'd be like, “Are you serious? He was a huge deal only five years ago.” But that happens A LOT …. And the reason is, (and Russell talked about this a lot with me), that individual stopped learning, and stopped being relevant… They became irrelevant because they said, “I know my one trick. I'm a one-trick pony.” Boom... and that's it. DON’T BE A TIGHTWAD! What I'm doing now is very key to my personal progression… I've identified certain, specific areas that I know I need to develop… I could go and learn it on my own by reading all the books and being a tightwad... But I’d be spending my time, rather than my money. That’s the opposite way to how I should do it. I should be spending money to save, compact, and compress time by learning directly from these gurus. So that's EXACTLY what I'm doing. I’ve shifted my focus, and I want to learn NOT ONLY skill sets, but for lifestyles. So I’m asking How can I go learn it from the BEST? How can I compress the time it takes to cause the ‘aha.’ I truly believe that it does NOT take as long to learn something as we might all think. HOW TO WIN A DRAG RACE I grew up in Littleton, Colorado... About 15 minutes away from where I grew up there was this drag strip right off the highway. Anyway, there was this drag strip speedway… If you've never seen a drag car: The tires are giant so they don't flip. They have more traction and they can take off faster. They’ve got these MASSIVE fins on the back literally keeping the tires on the ground by pushing air. It's pretty fascinating… Anyways, let's say that I have a drag car and I have a Prius... and they're gonna race. Okay, now let me ask you a question, (I want to be very, very careful how I ask it here)... Q: Who will reach the end? The drag car or the Prius? A: BOTH #TrickQuesion... I asked *who* will reach the end? I didn't ask about the speed. They’ll both reach the end. BUT… The freakin' drag cars gonna blow everything out of the water. I mean, *the drag car might be cooled down by the time the Prius hits the end of the strip, right? And that's the whole point… CAN YOU MAKE A MILLION?* There's a speed to education, and it's exactly the same with wealth. A million dollars is a million dollars, but a million dollars in a day has more value than a million dollars over a year. Isn't that interesting? It's still a million dollars, but my utility of the million is way higher for a million dollars in a day versus a million dollars over a year or 10 years. Everyone's gonna make a million dollars in their lifetime. If you go work a nine to five job, you're gonna make a million dollars by the time you're done, I mean, you will.. do the math! What matters is SPEED … and it's the same thing with learning. That's exactly *why* I've been speeding up my education in certain areas lately. I see the vision that I'm trying to go for, and I know exactly *what* it is, and I know exactly *what* my value ladder is (most of you don't even know what it is yet 😉 ) I know exactly what I'm trying to build. I know why I'm in business. I know what I do outside of the business. What I'm trying to do now is figure out *how* to increase my speed… And the way that I can do that through education is NOT to just go buy books... (I'm not saying I don't, of course)... I buy a lot of books. I probably have a book-buying issue. I buy a lot of books, but I don't actually consume that many of them unless I have a specific question… And then I hunt the answer. Once I have the answer, I put the book down. … that's NOT where I start though. I start by finding the person who’s… Rich because of their skillset - the proofs in the pudding. Actively doing what I want to learn. The creator of their own framework. Able to teach, not just do - they must know how to teach and cause epiphanies When people are like, “Huh, Stephen, I'm NOT willing to pay you to teach me…” I just kind of laugh. “Ha! You just valued money over time.” I can't save up time... so I'd rather use my money to save time by learning the frameworks from the main expert people and surround myself with those kinds of people... *That's one of my major tricks.* Make sure those that are coaching you are also getting coached. It's like two wings on a plane, and if they're NOT… Stop getting coached by them. If they're NOT actively doing the thing they're teaching you, then don't listen to them. Stuff changes so fast, (especially in technology)… That’s why I did sooo many live funnel builds as soon as I left ClickFunnels… I wanted to cement those industry-specific lessons into a course, or a video, or something, so I wouldn't forget them. HACKING THE GAME Last little thing here… I listen to a lot of famous speakers while I work, (depending on the kind of work I'm doing)... Recently, I’ve been listening to Robert Kiyosaki’s book *Why A Students Work for C Students and B Students Work for the Government…* ... very fascinating book. In that book, he talks about the different learning styles, (I can't remember which scientist it's from)… Reading is the lowest… Lectures, I think, was the next lowest... The highest retaining education was by merely doing the thing through simulations. So, that's why he sells the Cashflow Game. That's why… even if you're NOT trying to launch your next funnel, start crafting your next offer. Let your mind go to those places, and it's literally simulation. I can't remember which book it was this came from, but they hooked up a whole bunch of athletes to these brain scan things, and they had the athlete go run their Olympic event in their mind… They watched the brain patterns, and then they had the Olympic athlete actually run the real thing… There was no difference in brain signals between the ones sitting in a chair and visualizing versus the ones doing it. So if you sit down and start thinking to yourself: I'm gonna go create this wealth. I'm gonna go create this solution to problems. I'm gonna go help people in this way. I'm gonna go make an offer like this. These are the price points I wanna go do for ... and actually, just run through the simulation. I can't even tell you the number of hours I've spent at a whiteboard, (before anyone knew who I was), trying to: Craft my offers Craft how I would launch them Plan out the entire funnel. I have notebook upon notebook upon notebook with drawings of funnels. I was… Visualizing like crazy. Sure I would reach my goal. Not sure how long it would take, but willing to pay the price for how long it would take, (which was not nearly as long as I thought it would be). Shortcut your timeline and get some freakin' coaches in your life. Make sure they're amazing, and it will compress time. Make sure you just learn their framework for the thing they're known for. My last piece of advice is that when you learn something from somebody who's a BIG deal… You cannot start taking other topics that are NOT related. If I'm gonna go learn finance from somebody, I shouldn’t also learn health from that person. But we do that with some of the gurus that we follow. We'll say, “Hey, you taught me X, Y, and Z about marketing, therefore, you must be amazing at marriage counseling.” It's like, “What? No!” That's a very natural thing to do, but catch yourself before you do it. Only learn the BIGGEST thing, (what they're most known for and what made them rich), from the person that you're hiring. Unit Next time… #GetRichDoGood “Steven, 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. If this is resonating with you and you believe the same, go get your Capitalist Pig Shirt at capitalismswag.com. I believe in Free Market Capitalism and its personal development power. Entrepreneurship is the best personal development course that you never enrolled in. Entrepreneurship is NOT about greed or being flashy. Entrepreneurship doesn't discriminate, it treats Baby Boomers and Millennials the same. Entrepreneurship pays you more, the more you personally grow. I believe that money is the reward for my discipline and the types of problems that I solve. I believe the sickness of entitlement is spreading, and I'm quite the opposite, I am due nothing. I deserve, (I hate that word), I deserve NOTHING. I fight for EVERYTHING. 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.
	SFR 260: Why The 'Capitalist Pig'?...	16 Jul 2019	00:30:24
*This is why I started calling myself the 'Capitalist Pig'...* Besides, “Steve, will you look at my funnel...” the 2nd question I probably get asked the most is “Where do I get your shirt?” What's with the Capitalist Pig t-shirt? It's really fun to wear this shirt in malls, airports - you get a lot of scowls, and I totally get it… It's meant to be aggressive, it's meant to be abrasive. ATTRACT YOUR TRIBE I created it to both attract the right people, and repulse the wrong people… It's NOT meant to be offensive on purpose, but it does attract my tribe without me opening my mouth. There are A LOT of reasons that I wear that shirt…. I’m NOT just walking around thinking, “Hey, let's see how we can cause some controversy today.” I believe in using controversy for the purpose of spreading a message when you have something of real value, but controversy for controversy's sake, I think it’s stupid … it's NOT helpful - there's enough noise in this world as it is! So there's a very specific reason that I wear this shirt. I went on a two-year mission for my church, and when I came back, I had NOTHING. I was in college, (before I met my wife), and working a labor job. I worked a lot of labor jobs growing up. I worked at Discount Tire for a while as a tire buster https://youtu.be/draLFn4wvuQ I did it through a winter in Denver when everyone's switching to snow tires. I got crazy sick ‘cause the doors are always open, and it was always snowy. Another job was residential swimming pool construction + cleaning and maintenance. I cleaned a lot of pools for the Denver Broncos, the Colorado Rockies, and a ton of really famous golfers. I got to meet some really cool sportspeople… But I knew that I wanted MORE in my life, but I didn’t know what that meant. The last day of the job… before I started college after my mission... (I’d finally learned how to learn, and *how* to have a goal and just move for it.) I picked up this piece of broken tile, (I still have it), and put it in my pocket It was a small piece of black tile, about half an inch, and I held it in my hand and said: I will never work another labor job again. I wanted to learn *how* to use my brain instead of my hands. I was driving when I heard a radio ad that said something like: "Come learn from Rich Dad how you can invest in stocks," I said, “Yeah, alright!” And so I went to this two- three hour evening seminar thing… As I was driving to the event, I felt kinda nervous. I was like, “What if everyone in the room's crazy smart? I didn't know that I was literally walking through a funnel , but a physical version. (I don't think I've ever told you this story?)... Inside the room, this guy was teaching some cool strategies. I couldn’t believe that you could make money *without going to a nine to five!* I was like, “What! I thought this was only possible for highfalutin people who had access to resources … ….cause it takes money to make money, right?” I had so many false beliefs When they announced a three-day event where we're gonna teach you more about these strategies, I was like, “Sweet.” It was $200, and I had about $250 in my account. It felt like this mountain of cost for me at the time cause I was working labor jobs for nine bucks an hour... But I paid the $200 and got the time off of work. On the first day of this seminar, I couldn’t believe what they were teaching. I was like, “This is insane, I didn't know you could do this kind of thing!” It wasn't just like, “Here's this stock principle...” When I left, I was kind of on fire because of the things that they were teaching... ... but also because of the different mentality around cash. It was the first major combatant that totally *ninja punched me in the face* in terms of all my old false beliefs around money. WHAT ARE YOUR FALSE BELIEFS? The funny thing about false beliefs is... *you don't know you have 'em.* If someone asks, *“What are your false beliefs?”* You’d be like, “I don't have a false belief, I only have beliefs.” Anyway, this was the first time I realized, “Oh my gosh, I believe something, and it might NOT be true.” When I got home, and I was like, "Dad!" And I just barfed all over him: "You gotta come do this. I learned this thing, and this strategy, blah blah blah blah blah,... And my Dad got nervous that I was being kinda brainwashed. I was like, "You gotta come with me on day two, I'm allowed to bring a guest." He said, "I'll go do this with you, but it's 'cause I wanna show you that they're probably scamming you." I was like, "I get it, but just come see for yourself." Halfway through the 2nd day, guess what they did? *They dropped a pitch for a $30,000 thing* My dad looked at me, and we said, “You know what, this is really freakin’ cool.” He's like, "I get it now. I see what they're doing." So we paid 30 grand, and went into these stock and options courses… and it's how my dad got into what he does now. (Eventually, he stopped trading on the Nasdaq, and now he does Forex…) I don't know why, but that event seemed to set off some kind of chain reaction in me. I’d already read *Rich Dad, Poor Dad,* that's how I knew who he was, but anyway… I’d read Rich Dad, Poor Dad Gone to that seminar thing We were doing these courses I started reading books like The Richest Man in Babylon (if you haven't read that book, it's a great one) I read The Alchemist, (I love that book) - I’ve heard it’s Will Smith's favorite book - Super good book. ... and I realized like, “Oh my gosh, this life is malleable, and I can do something about all this stuff?” … you probably know where this story picks up ;-) My wife and I got married, I was still taking stock classes from Rich Dad Company with my dad. I still had A LOT of mentalities about what *it takes money to make money.* So I was like, “Well, maybe I shouldn't do stocks and options. What should I do next instead?” When I found out I couldn't feed my wife, I called my dad, and asked, "Hey, will you lend me the cash?" And he goes, "No." He basically said, “Figure it out,” and it put me on this path to move forward as fast as possible. There were the 17 failed business attempts, and what was really happening inside my head was… I was losing these false beliefs around money and cash. MONEY IS THE DEVIL When you read Rich Dad, Poor Dad, he says there are three different asset types: Real estate Paper assets - like stocks and bonds and mutual funds. Business. I had sooo many false beliefs around: Business Money Capitalism ... that I literally chose to try business last. That's why I was doing stock and option classes first. I didn't wanna look like I was being greedy. How stupid is that? That's why I went into real estate afterward, and I didn't try to start selling things, *even though I had the desire to.* I'm saying this because I know A LOT of you are like that. Then, I finally slunk over to the third asset type… BUSINESS That's actually *how* it happened. And that's the real reason why I chose business last, and it really shows the I mentally I had at the time. HOW I BECAME THE CAPITALIST PIG I became The Capitalist Pig because… As Batman became Batman because he's afraid of bats, I was very afraid of cash, so I became The Capitalist Pig. I mean I liked cash, and I think everybody does… If *Money's The Devil,* then tell me the last time you turned down a paycheck? Think about that… Money's NOT the devil. #Misquoting the Bible. We all like the cash; we like what it allows us to do and the resources it gives us… And, I'll go religious... God has ALL the resources, he just knows how to use 'em properly. So the resources themselves are NOT the devil, it's how and what we use them for... *Intent matters* Why are you getting rich? That matters. I decided to become The Capitalist Pig to face my fear. That's one of the major reasons I wear this shirt, guys. For a long time, I was like, “Man, I'm gonna become a Capitalist Pig,” and I would say it almost like a joke. I would say, “I wanna get rich...” (and it was like a sidestep)... “...but only so I can give it all away...” “… but only so that I can do…” “...but only so that I can die poor ..” And I started trying to justify my dream. This is a lot deeper for me than just wearing an aggressive t-shirt. "Capitalist Pig" could be the name of the story that I've gone through for the last 10 years to gain the mentality that I have. Anyways, fast forward to now… There are so many reasons I wear this shirt. Yes, it's to be offensive in a jarring way against socialism, but I'm NOT against helping people, in fact, I'm very for it - and it's one of the reasons I wanna make a lotta money. I'm really against handouts. I'm REALLY against getting stuff that you did not work for. I tell people like, “Look, I don't deserve anything.” GET RICH I wrote a post about *‘Why I call myself a Capitalist Pig…’* It starts with a conversation I had with my little girls. It says: 🐷 "Steve, Why Call Yourself The "Capitalist Pig?!" Here's why... ***** A CONVERSATION I HAD WITH MY KIDS TODAY: 🧔🏻 "Let's say Brinley (my oldest) does all the chores on her own and does a good job... Should Brinley AND Maiya (my second) get ice cream"? Or just Brinley?" 🧒 "Just Brinley!" 🧔🏻 "Yup! If NO ONE does the chores today, should you STILL get ice cream?" 🧒 "NO!" 🧔🏻 "Right, and that's Capitalism. But, if someone is hurt or sick or can't take care of themselves, should we help them?" 🧒 "YES!" 🧔🏻 "Definitely! Can you help more people when you have a lot of money or only a little bit?" 🧒 "Ummm.... a lot of money?!" 🧔🏻 "YES! So when I'm here in my office every day trying to make a lot of money, it's on purpose..." ****** My little quip "get rich, give back" is not a cute saying... I study MONEY a lot! How it works... How it's made... Where value comes from... Where it flows... The pieces that increase flow... ****** 💵 Money is man-made That's FANTASTIC NEWS!!!! Cause IT HAS RULES! (learn the rules, beat the game) If so, I need to keep going deep learning Capitalism and learn the rules of money!! I believe the 'entitled sickness' is spreading in the world... 🤺 And I believe quite the opposite: I am 'due' nothing I 'deserve' (i hate that word) nothing I fight for everything I defend my message that you should get rich on purpose... It's not evil... Capitalism fosters personal power and growth 💗 , and God has been all along my pursuing path🙏... ****** I've been studying more economics lately... I have a new bookshelf of 'basic economics' books (haha, they're so huge)... It's a hobby of mine and not something to fear (which I used to)... I've been playing the CashFlow game A LOT... I've been talking to big, rich people about their personal finances... I've been learning lots of vocab... ⚡️ "Poor people own everything but control nothing... ⚡️ Rich people own nothing, but control everything..." ****** Yesterday I was in Russell Brunson's office and spoke to him about what to do with the cash from the funnels... 🧔🏻 "Russell, what if I made a product or two with no other purpose than to store up for future cash flowing assets?!" 🤼‍♂️ "Stephen, ALL of your products should be geared towards that..." oh, yeah... hmmm... Understand that I'm only 4 years into the funnel game (8 years into the entrepreneur game)... Compared to a normal profession, 'offers and funnels' is such an EASY thing get good at. "Steve, but, but, but..." but LOOK AT IT! >> Where else does this kind of time-money leverage happen? ✔️ I have funnels AUTO-SELLING EVERY DAY... ✔️ I'm not boasting. It's what I TEACH YOU TO DO! ✔️ And I KNOW stuff is broken or needs improvement in my funnels (that's my point - you don't have to play this game perfectly for the market to find you worthy enough to pay you - perfection ≠ cashflow)... I'm only concerned with the REQUIRED pieces that cause cashflow. The 20% that causes the 80%... ******** ⭐️ Much like we create frontend-breakeven funnels to remove ad spend and make profit in the backend... ⭐️ I'm structuring my business like the 'frontend-breakeven' to my personal investment strategy, which fuels my investment-backend... --- DISCLAIMER: I'm not your finance guru and won't pretend to be. I'm merely documenting my journey, and these are the 'problems' i now need to look at as my journey is progressing... ******** 🎤 My event, OfferMind, was BUILT to 👨‍🏫 show you how to design and launch LUCRATIVE offers... (many of you have a good enough offer but are still broke cause it was never 'launched' or 'evergreen-ed') I've built quite a lot of successful offers now, and they're getting larger... And there most certainly IS a pattern to the successful ones... "Get Rich, Give Back." That path has caused more personal growth in my that any personal development course could ever hope to deliver... Unapologetically >>> Get Rich, Give Back... Your Friendly Neighborhood Capitalist Pig... #notsorry #oink TAKING A STAND If I call myself a Capitalist Pig, I need to keep learning Capitalism itself and learning the rules of money. I believe the entitled sickness is spreading and it's spreading in the world, and I believe quite the opposite of that mentality. I am due NOTHING No one owes me anything. I don't deserve, (I hate that word), ANYTHING I hate it when people say, “You deserve it.” Bha, No man, I don't deserve a thing. I'm willing to fight tooth and nail for every single inch that I gain.. ENTREPRENEUR MINDSET The other day, someone asked me, "Stephen, are you ever nervous about losing it all?" I'm like, "No, because I know that most people can't hack my work ethic, so, uh no.” Even if everyone stole EVERYTHING from me, they can't create it on their own, which means I'm gonna outlast 'em. It takes just as much work to steal as it does to do it on your own ... which is hilarious. When you steal, you don't have the mentality that it took to make it. You know what I'm saying? So that doesn't make me nervous at all. I fight for EVERYTHING. I defend my message that you should get rich on purpose. MONEY is NOT evil. *Capitalism fosters personal power* I watch more people grow and progress in their lives when they try to actually be industrious. So Capitalism fosters personal power and growth, and God has been all along my path while I pursue this. Perfection does not equal cash flow. Cash flow comes way before perfection, but I think people try and learn what I teach to such a degree that they're like, “It has to be perfect, uhh. uhh, uhh...” *Just Execute* Sales Funnel Radio is about me documenting my journey on the way to certain monetary figures, or as I go create the next asset or whatever. So as far as me documenting my journey on this, this is me documenting it. One of the things I've been running into now is what do I do with the cash that's coming on in? (It's very protected in these different asset protection entities. It's very protected; it's all over. We've been building it smartly, which is great.) MY WHY! There are two reasons for this episode... #1: I want you to come to OfferMind. OfferMind is NOT about funnels. OfferMind is specifically about mechanisms that cause cash flow whether for your business, or your personal finances. We have some really cool surprises that I don't think much of this audience knows about. And I'm not making fun of it, but for a lot of you guys, this is your first stab into the business space, but it's been my obsessive focus for 10 years now. I mean, *we didn't eat unless it was working for a little while there.* Most people have NOT made that jump or been able to feel that kind of pressure on their lives. And so you learn it different. So what I'm telling you guys (and the reason why I'm sharing this with you) is that… Capitalist Pig T-Shirts are now available. Go to capitalismswag.com. We're only gonna do this swag drop like once a month because I'm smart on swag. I don't know if I can say that - it sounds conceited 😉 But I'm NOT gonna buy a bunch of swag and have it sit there on the shelves, (all that money sitting there) - we're hoping that it sells. So I'm only releasing the shirts once a month for a couple of days. If you want to know when the swag drop's about to happen, join the waiting list because that list that I tell like: “Hey, it's coming out. Boom! " It'll only be open for brief periods, then we'll ship it out to you real fast. That's how we're gonna do it. I'm really psyched about it. We also have other shirts that say: I got 99 problems but my pitch ain't one. Another one that says, *“It's Monday, Baby!”* ... which is actually gonna be a show soon, (which we're very excited about), 'cause Mondays DON’T suck! What sucks is what people are doing. I love Mondays, Mondays mean I get to work really hard. Anyways, we have another one that says: Work for the system, or build one It's true, those are like the two options. Anyway, we're gonna keep making really aggressive shirts that have a point. It's NOT meant to be offensive, but if someone gets offended, that's okay. I believe that socialism is spreading, and this country is starting to beg for it. In order for me to fight the spread, I gotta get loud… and so do you. I don't have a problem helping people, I think that you should… we do. I'm all about using your resources to go help other people. I believe in that. But… I don't believe in straight up handouts that people live off. I very much am against that, and if that offends somebody. I won't apologize for that, 'cause I think it's wrong. So if you wanna stand with me, and get real loud about what Capitalist Pig means… it means, own your crap If you're gonna get paid, understand you're gonna get paid to the degree of the value you create in the marketplace. So the question is… *How do I solve more problems in the marketplace?* It's NOT unfair for the rich to be rich. No, screw that, they figured it out, congrats to them. If someone's like, “Oh that's so unfair they’re rich,” UNFAIR! are you kidding? Oh man, I wanna go freakin' nuts every time I hear someone say that. Like, “Get out of my audience if you believe that.” UNFAIR! It's NOT unfair. They went and provided value to the degree that the market said, “Yeah, I'll pay a lot of money for that if you sell that to the market.” Go do that. That's okay, 'cause there are people out who can't serve themselves. There are people out there who can't work or can't take care of themselves. And yes, I do believe that it's our blessing and obligation to take care of those people as well. This is a different style episode that I know I've ever done in Sales Funnel Radio, but it's my beliefs. I really believe that. Your business better be solving a problem. Solve a problem, get paid for it, and get paid real well… ..but solve a problem. Help people along the way, otherwise what the heck is the point... you can be rich and lonely. So… Make A LOT of money Do it on purpose Be unapologetic about it ...know that that's *why* I do this, and *why* I wear this shirt. I try to wear it in public places, and I love getting some of the scowls. Frankly, a lot of people say, “Oh, I love that…” and I'm like, “Right! Seriously, we need more of this.” Be industrious my friend, no one owes you a dime. No one owes you a thing, and when you treat it that way, you will be shocked at how much of a beast, animal, superhero you will become in your own right. You start holding personal power in your own hands. And you say, “You know what, I'm willing to feel a little bit of discomfort while I figure out this whole money thing,” ' and then you start moving forward. I'm massively, massively pro for everything I'm telling you right now. I'm very against socialism, for hand out's sake. I'm very against it, and I'm not saying like, “Oh yeah, that's too bad.” No! I think it's wrong. Go get paid, to the degree of the types of problems that you solve. The amount of money you make in this life is akin to the types of problems you solve. So if you wanna solve a problem of how to put groceries in a sack at the end of a grocery line, you're gonna get paid accordingly to how much of a problem you're solving there. That's NOT much of a problem; therefore, society doesn't pay you that much. It's NOT about fair, it's about value. You wanna make more money? Learn how to solve bigger problems. It's super fun WHO you become as you do that, and that's kind of like the pseudo-theme of Sales Funnel Radio. That wasn't on purpose, I was just documenting my journey. I was like: “Dang, I had to shed that character flaw. That sucked.,Nah, dang it, I don't wanna let go of that one, but I see that my message needs me to let go of that one.” That's one of the fun parts about the game, and that's why I wear this shirt, and that's why I wanna invite you guys to do the same. I'm really, really sick of all of the entitled crap, (and yes it comes from baby boomers too), yes it comes from everybody. It's a mentality that's coming from everywhere. And I want you to look at this shirt and be like “Oh, yeah, you know what, I'll be a “Capitalist Pig” in your eyes.” I'm gonna go get paid really nice because I solve actual problems. That's cool, I don't believe in feeding off the government... or “Who's gonna take care of me.” Own your crap Move forward and say, “How can I own my life,” and you'll become this person, that's like the funnest part… The money's fun, but what you become, “oh my gosh,” that's the funnest part about what I do. I turn around six months after coaching somebody, and they feel like a new person. They’ve got self-confidence, and they own it, and they are moving forward. They're saying: This is what I do This is what I solve This is who I serve This is how much money it is I know I get the results for people, and I’ve been labeled prideful, for helping get people to that spot. Being confident in your ability to deliver a result is NOT pride …. and that was a HUGE false belief I also had to overcome in terms of becoming a Capitalist Pig. I'm inviting you to become a Capitalist Pig. (Go to capitalismswag.com) Know that I really stand behind this message. Go get rich, on purpose, it's NOT gonna happen on accident… You hear me clearly as I say that? It's NOT gonna happen on accident. You may already be rich... but maybe not... You need to have intent, clear intent, and purpose behind getting money and causing value in order to do so. I tried to buy oink.com... whenever someone's like bashing me online, I just put #oink I'm like, “Yeah baby, lean into it sucka, 'cause I'm not apologizing for what I believe, and this is what I believe.” *Get some cash on you* “Steven, 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. If this is resonating with you and you believe the same, go get your Capitalist Pig Shirt at capitalismswag.com. I believe in Free Market Capitalism and its personal development power. Entrepreneurship is the best personal development course that you never enrolled in. Entrepreneurship is NOT about greed or being flashy. Entrepreneurship doesn't discriminate, it treats Baby Boomers and Millennials the same. Entrepreneurship pays you more, the more you personally grow. I believe that money is the reward for my discipline and the types of problems that I solve. I believe the sickness of entitlement is spreading, and I'm quite the opposite, I am due nothing. I deserve, (I hate that word), I deserve NOTHING. I fight for EVERYTHING. 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.
	How Chas Wilson Uses Community in Response to the Loneliness Epidemic	26 Oct 2023	00:26:21
Most marketers want continuity in their business. Who doesn't? We all do. It brings you peace of mind, thinking you have recurring revenue every month. So, most of us would then rush into launching membership programs. Little did we know that building a networking group is more than just luring people in to sign up for memberships. That's what you'll be learning from today's podcast guest, Chas Wilson. Chas is one of our featured speakers at OfferLaunch 2023 event. (If you haven’t gotten your ticket yet, grab them HERE.) But for now, he's here to share how he went on to build his network empire–Master Networks–and use community to combat today's Loneliness Epidemic. Here's how he did it… Key Takeaways: Introduction (00:00) Meet Chas Wilson (02:01) What is Master Networks? (04:17) The power of building a community (08:22) 3 key concepts in building a community (11:06) How to get your first paying member (12:47) How to help people realize they need networking (16:15) People want to be connected (18:45) Episode wrap-up (25:13) Additional Resources - Reserve Your Seat at the OfferLaunch 2023 event here - Connect with me here - Interview me on your show --- Download Season 1 episodes here -- 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!
	SFR 259: Part 2 - Designing Your Value Ladder	12 Jul 2019	00:22:39
*Follow along and create your own Value Ladder as I show you how I designed my personal one.* This is part two of this series. First, I walked you through the principles I use to design and develop my value ladder. And today, I wanna teach you MORE about my personal value ladder, (and give you a sneak peek into my EXCITING plans)... VALUE LADDER MARKETING The value ladder is super important and very powerful. However, sometimes, after reading the book DotCom Secrets, people try to design their ENTIRE business before they even have a product or a funnel. *DON’T DO IT* However, the value ladder is NOT something that I try to design, or feel that I need to have designed *before* I start moving. I want you to know that the value ladder is very malleable; it's something that’s designed as you move forward. It flexes as you go... and as you get further along the path, your value ladder starts to become more solid. If you've not read Part #1, (shame on you), go check it out before you read any further, (it’ll make more sense - honest). In Part #1: I teach you *under what context* I even try to develop a value ladder. And I use the following definition from DotCom Secrets to define the function of value ladder: A value ladder is where you want to take your client. First, a quick recap of *Part #1...* Before you can even think of starting to create a value ladder, you need to know: What market we're serving The Dream Customer that we're serving inside the Dream Market What problems that they're having and what we can go solve for them The Core Problem and Offer How to launch ... the value ladder starts in that whole *five-step process.* I also talk about value ladder education being the easiest way to make MORE sales... In fact, my team and I, have a funnel building template, and towards the bottom, there’s a whole section called value ladder tie-ins. HOW TO CREATE A VALUE LADDER So here’s a value ladder … I’ve got… A funnel at the top A funnel in the middle A funnel at the bottom with a little downsell… All these funnels *work together…* (... by the way, this might be one of those episodes that might be helpful for you to watch on YouTube). The funnel at the bottom of the value ladder brings in new people faster than the middle. The middle funnel brings in new people faster than the funnel at the top. I have eight different mechanisms that we use to auto-educate customers and ascend them through the funnel. People on the bottom of the funnel are ascended through email sequences, thank you page webinar, etc, which let them know... "Hey, since you bought that, did you know you could go buy this?" Now that we've *already acquired the customer* with a dollar in, I don't have to pay for them again (we've already paid for them). Let's say it's $1.00 in and $1.30 back out on the bottom of the value ladder… Now, if I can just automate their ascension, I don't have to pay money to do that. Maybe they wanna go from the bottom all the way to the top. Maybe there are people out there who are like, "I don't want the bottom or the middle, I wanna go straight to the top..." ...and that's totally cool. DIFFERENT BUYING STYLES One of the most shocking things for me when I first attended an Inner Circle Meeting… (I remember it was an amazing day)... Russell Voxed me, and goes, "Dude, do you wanna come to the next Inner Circle Meeting and just sit in?" Honestly, I felt like I'd *just died and went to heaven… I was like, "What? I've wanted to be in* *The Inner Circle* ever since I heard it existed, are you serious?" Russell goes, "Yeah man, just sit on the side, you can keep working on stuff, but just so you can kind of get a feel for more of the thing." I was like, "Absolutely man!" What was crazy is that at that time, ClickFunnels was not that old; half of The Inner Circle had still NEVER read DotCom Secrets … ... but they were paying 25 grand to be in his Inner Circle. I remember thinking, “ ...are you serious?” And at first, I was like kinda, like, “...that's dumb. Are you kidding me?” But you have to realize that different people will buy different things from you. So we have different places in the value ladder to cater to different buying styles. For Example: Right now, I would rather just pay the author to teach me their formulas, than go read the book. You know what I mean? And that's EXACTLY what Russell’s Inner Circle were doing. In the beginning, when I had no money, the free plus shipping book and the bottom of the value ladder stuff definitely made more sense for me. But now, I'd rather just go to the top and learn straight from the person… Which is why… There's a bunch of automated email series that ascend people immediately... We put ads in EVERY single value ladder step... ...but with the understanding that… Some people are gonna come straight to the top of the ladder and NOT go down.. Some people are gonna go to the bottom of the ladder and NOT ascend. MY PERSONAL VALUE LADDER I want to show you my personal value ladder… ...and it's so you can learn *how to develop your own. Some of what you’re gonna see isn’t even launched yet… ...and it's to illustrate a principle.* Now I have two value ladders, and a few people have said, "You can't have more than one business." And that's generally true... until you have teams. There are a lot of funnels that I haven't touched in like a year... and they still cash flow really hard. I can go build other stuff, as long as I have systems *And so I do have a second value ladder.* But what I’m gonna talk about today is My Core Offer value ladder… (you can check it out on capitalistcoaching.com and stevejlarsen.com) So when I start building my value ladder, the main thing I want to do is prove it’s core idea, and I actually have several steps with this. Now, if you were at Funnel Hacking Live last year, (and if you weren’t, I would strongly recommend you go next year)… It’s one of the purest forms of marketing knowledge that I believe is out there. One of the reasons I love Funnel Hacking Live so much is because it opens your eyes to things that you didn't even know were there. There are people not just doing it, they're really freaking successful - so you get to learn these powerful things right from the horse's mouth. For me, it's the place where I get immersed, and I'm like: “Holy crap, I didn't know that you could do that in that industry. Now that's NOT my industry, but what if I took that idea and pulled it into my industry?” That's why I LOVE Funnel Hacking Live - it's like a decade of learning in a weekend. It's all in one shot; there's no way you’d get all those HUGE people to teach you that for the ticket price anywhere else. OfferMind, on the other hand, is very step-by-step on how to launch YOUR thing. OfferMind and FHL are meant to be companions. So, in the middle of my value ladder, I have OfferMind. Now the reason why I put OfferMind in the middle is because I wanted to test out the idea of the value ladder. I wanted to make sure that I had it ironed out all the places. The reason it's worked so fast for me is that I've been teaching this stuff, .doing it myself, coaching people, and helping people make a million dollars for a while. So last year's OfferMind was me reteaching it in my own format, and teasing out the sticking points in people's understanding. I was like: “Oh okay, there, okay, I didn't know that that would be a sticking point, okay. Oh, there too, okay I didn't know that would be a sticking point either.” … it was cool because I was able to go in and iron a lot of sticking points out. It's was the same principles, I just wanted to make sure that I was teaching them well. So, I taught that and I was like, “That's sweet!” On my value ladder, above OfferMInd, I have a program called OfferLab… TOP OF MY VALUE LADDER? Now the purpose of OfferLab is to get my time and my team's time to help you launch your offer. It's a year-long coaching program that includes a live event where we help you actually get your thing out the door. There's a lot to this, but it's actually really simple when you just see it in one shot. And people make a lot of money with it, which is great. However, the top of my value ladder isn’t just OfferLab - there’s some other stuff too that you probably haven’t heard about because they’re NOT launched yet… So at the Top of my Value Ladder, I have… OfferLab My mastermind, which is called Titans of Industry. Business Syndicate - at the VERY top, (the thing that I'm moving towards, and I'm so stoked about) *Business Syndicate is the coolest URL I have ever bought in my entire life.* What I'm doing with Business Syndicate is fighting against Shark Tank! I wanna fight against the idea that I have to go get VC funding. I love the show Shark Tank, but I hate what they do. Shark Tank teaches that you need funding in order to grow your company. *NO! YOU DON’T* If you know how to build a front end funnel you don't; 99% of businesses do NOT need funding. 99% of people who take funding, usually don't need it. Now I understand you might need a loan if you're building a big factory or some manufacturing plant. I get it. That's why I'm saying 99% of the time, most businesses do not need capital… *they just need to know how to build front end funnels.* So many people ask me to build their funnels for them, I was finally like, “Alright! Let's do it! “ We're actually gonna build a studio like Shark Tank, and people are gonna come *pitch me and my team* on building their funnel in exchange for a small portion of their business. So we're not gonna given them funding, but we have skin in the game! That's the difference, that's why I love it. Because in Shark Tank, they don't have skin in the game! They put their money up, but a lot of times, they don't do that much else. I've seen the other side of that when we were building stuff for CNBC for The Profit … they'll help for a little while, but it's the cash injection that's their big input. What my team and I wanna do is actually build funnels for all these different companies. Anyway, *stay tuned* on that because it's NOT launched yet, but that's what we're doing and that's where I wanna go. BOTTOM OF THE VALUE LADDER Now, going down, I have a webinar that we're launching called Create Your Offer which will teach you what my book is gonna teach you, but far more handheld. My book is called also called Your Core Offer. There's one more piece we're actually coming out with which I'm super psyched about. We're gonna start putting out a newsletter. The newsletter is gonna be part of the continuity, and I want it to be cheap - because I do really high quality. I teach you stuff that most people charge for. So what I wanna do is make something that's really cheap, but just gets a few more how-tos, kind of more the tactical side.. because I can only get so tactical on a podcast episode, right? So we have something called Offers For Profit, which is a newsletter. It's gonna be super cheap, like nine bucks. It's NOT really necessary to make a ton of money on - it's for other reasons, (which I'll talk about more when we start launching). In continuity we have: Offers for Profit Me being a ClickFunnels affiliate ...there are other things that are more of continuity, that I'm not really ready to disclose yet ;-) THE FREE ZONE Now, even further down, is what I call the FREE ZONE and this includes: Sales Funnel Radio Capitalism Swag The new One Funnel Away Stories podcast (which is launching soon) The Pursuit of Profit .tv - which is gonna be super cool, oh my gosh. We have another show that's coming out soon called It's Monday, Baby. Guess which day that'll be on? … it's a lot of stuff. ONE-DAY EVENTS Inside OfferLab there's actually all these one-day events that you’re gonna start seeing me do as well… You can fly out for a day, and I'm gonna deep dive on just that one subject in a very, highly interactive and cool environment. How I actually run my content team How I built my funnel team What are the campaigns I found are the MOST profitable … just a straight day of me teaching you campaigns from 9 a.m. to 9 p.m. I’m gonna go deep on those days. So, on my Value Ladder (and already in existence) there's… OfferMind OfferLab Sales Funnel Radio, (that's the free zone) All the rest of the things on my value ladder are NOT done. A QUESTION FOR YOU! Q: Why on earth would I tell you about all this stuff before it's ready? A: To create anticipation. To help people see where I'm going. To show you that I have a plan and that following and adhering to EVERYTHING I taught in the Part #1of this series. If I wanna make sure that OfferMind is the most insane, ridiculous core of the whole value ladder - I need it to over deliver to the freakin’ hilt. And so… I can’t do that if I launch a million things at the same time. For me to pull off Business Syndicate, that's agency model, I'm gonna have to change some business structure to handle that. To pull off My Mastermind, there's some business structure I'm gonna have to adapt and adjust. So, I'm NOT gonna say “Yes” to building someone's funnel yet. I don't care how much money it is - it has NOTHING to do with that. It has everything to do with: Can I handle it? Can I over deliver? ...because I built my name on doing that. So *all I'm doing right now* is just focusing on OfferMind, while we buy an office, and actually, get an assistant…. Does that make sense? Understand that this stuff comes in order, and because of that, it's actually a gift. It means I don't have to think about it for a little while. As of very recently, I know what my value ladder is gonna be, (like a week or two ago). So while you're launching your stuff, just know that almost no one knows how *all* the pieces fit together at the start of their journey. If you came to Funnel Hacking Live, I taught you a little bit about my methodologies on how I learn and move forward. All I wanna know is the blueprint. My VALUE LADDER is the blueprint The book we're writing it right now, *that's a blueprint.* Most of the stuff on the bottom in the free zone, *that's all blueprint. And* what blueprint am I following? I'm following the info product model and the coaching model - because that's what everyone wants from me. There's some structure stuff that I'm still putting together, I'm not gonna go take on all this stuff and promise all these results, that'd be crazy. THE 5 QUESTIONS In Part #1, I talked about the 5 Questions I ask to see what I need to launch next… (go check it out if you need a refresher about the order that I launch and build this stuff in). Do I need more leads? No. “Okay, now I'm ready for my Titans of Industry Mastermind Now I'm ready for the other things on my value ladder… I'm really really psyched about EVERYTHING we're putting together. We're gonna be publishing even MORE than I am now - which I know might sound crazy, but we are. It's not actually that hard if you see what's going on behind the scenes. (Come to one of my one-dayers and you'll find out what that is ;-) ) I just wanted to show you what my value ladder is. So, if you're sitting back and you're thinking, like, "Well Stephen, what's my* value ladder?"* I wouldn't really worry about it too much… Your goal is just to figure out the core idea. Can ya sell it? Can ya sell it for mid-tier product pricing as it relates to your industry? … because once you can sell it, BOOM! PROVING IDEAS I have another whiteboard, (I have whiteboards all over the place), and it's just full of ideas. And as we've moved forward, those ideas become more and more solidified. I don't worry about it. You don't need a value ladder design before you start actually building and selling. Stop worrying about it. That's EXACTLY how I've done it right here, EVERYTHING that isn't built but is kind of an idea. And then as time progresses, and I start to listen to the market, and I hear them say things like, "Stephen, we've been wanting a mastermind from you forever." I'm like, “Crap. Seems like they want a mastermind from me and they've wanted it FOREVER!” I just listen to the market. Then I'm like, “What would I call it that would be cool?” I buy A LOT of domains ...and it's because I'll be like, “...this is what it's gonna be called! Buy the domain, buy buy buy buy buy buy buy!” Then a little bit later, I'll be like, “Crap. That's not it, dang it, it's this now! Buy buy buy buy buy buy buy buy!” I'm trying to fish to make sure that it fits with the entire value ladder. We've also started to develop our own awards - much like the *2 Comma Club Award, but for different areas - it's really cool. Different awards, different thresholds, different things for you … There's a lot that goes into it… It’s far more than me just saying: This is what it's gonna be.* Here's the funnel. Here's how I'll fulfill. What's the core idea? A value ladder sells an idea, as much as it does a product. I've enjoyed this, I really like showing you more about how I actually put my value ladder together. I'm super psyched about all this stuff going down, and hopefully, it's been helpful to you to see it. Start thinking through this stuff... but put some horse blinders on. Relax, bring it down, and say: "You know what, I'm just gonna go make sure that this one idea on the value ladder works. The whole value ladder isn't worth stressing about or even brainstorming on until you know that this idea is good enough to build out the rest of your value ladder with. Hopefully, this has been helpful to you, and if you wanna see more get more details, go to capitalistcoaching.com Same thing with stevejlarsen.com… click on Programs, and one of the options is value ladder, and you’ll see this… BOOM! If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on *all the strategies, right? That's also good. But the hardest part* is figuring out what the market wants to buy and *how* you should sell it to them, right? That's what I struggled with for a while until I learned the formula. So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it. *Wanna come?* There are small groups on purpose, so I can answer your direct questions in person for two straight days. You can hold your spot by going to OfferMind.com. Again, that's OfferMind.com.
	SFR 258: Part 1 - Designing Your Value Ladder	09 Jul 2019	00:25:48
*Follow along and create your own Value Ladder as I show you how I designed my personal one. It’ll probably come as no surprise to learn that I love the book DotCom Secrets ;-)* DOTCOM SECRETS - MY FIRST TIME I first read DotCom Secrets when I was in the army… I was on a security line training - it was ten days *lying prone in the dirt.* It might NOT surprise you to find out I have a very active brain, and I can only study bugs for so long… Army uniforms have these cargo spots where you can store things I kept DotCom Secrets in a plastic bag in my pocket to keep it from all the dirt and the crazy intense rain. With my M16 in my right hand, I’d pull out DotCom Secrets… I’d take out my pen from these pen slots on the side of my uniform, lay my weapon down and take notes. I don’t have my original copy, which kinda stinks, but it was marked to death 'cause I really go deep. Before I read DotCom Secrets, I was probably on business try number 10/ 11/ 12, or somewhere around that… But it wasn't long after reading DotCom Secrets that things started really working for me, and part of this was because of the topic I want to talk about today, which is value ladders. HACKING THE VALUE LADDER So what is a value ladder? Right at the bottom of page 23 of DotCom Secrets, it says: A value ladder is where you want to take your client. THAT’S IT … that's all a value ladder is. It's where you want to take your client. Funnels are NOT the only thing that Russell's popularized in the Internet marketing space- *he's kinda credited for being the one that popularized value ladders too.* And now, I wanna teach you… How I use value ladders after reading DotCom Secrets.. Where most people kind of mess up when they focus on creating a value ladder. After reading DotCom Secrets, all my college notebooks were crammed with drawings of funnels and value ladders … They were HUGE value ladders with tons of steps - they were MASSIVE value ladders. However, one of the things that I got stuck on was thinking that *I needed the entire value ladder planned and designed before I could even start building a funnel. I want you to know, that's actually NOT true. That's NOT the way ClickFunnels builds their funnels, that's NOT the way I built mine, but most people think that’s what they have to do.* When I ask "What's the model you're following?" A lot of times what that means is what’s the value ladder? Do you know the value ladder/ the model that your industry uses most and has all the success with? ' … ‘cause it's the template. When I started realizing that there where models, I’d be sat in classes thinking, "Man, all I gotta do is follow the model! What’s the info product model?" YOUR CORE IDEA Now, if you don't know, we have OfferMind coming up, and OfferMind’s purpose is to to help you find your core idea. The reason I’m bringing this up is that… I'm following the info product model If you’re in the e-commerce model there’s a value ladder that is proven to work really well for that too. If you’re in, B2B, there's also a value ladder model. ClickFunnels follows the software plus info product model. If you guys aren't watching on YouTube, this might be one of those episodes that’s powerful for you to watch, and actually see how I draw this out. So if we take the DotCom Secrets definition of a value ladder, remember that... A value ladder is where you want to take your client. This is a cool framework that you can use to develop your entire company. But there are a few specific things about this model that I want to share with you that’ll help you get the MOST from it… HOW TO NAVIGATE THE VALUE LADDER The goal of the the value ladder is to ascend your customer to very tip-top, (I'm gonna put a star there) - *that's where you want to take your people.* The top of your value ladder is where you want your dream customers and your dream product to be. It's also the MOST expensive step on the ladder. It's the one where you give the most value, and the most amount of your time, (if you want to design it that way). And at the bottom, it’s the exact opposite. It's NOT that you don't want to sell people at the bottom, but the whole point/ the whole idea is that you want to start qualifying people. I can't draw very well, but let's say this is a phone… (There we go, there's a little phone right there) This phone, (a.k.a, value ladder step), is what's calling out to your dream customer. You bring people in on the cheap step and then you start to ascend them to the top. So the value ladder is somewhere that you wanted to actually take people to… *I want to show you how I personally design my own value ladder, but first,* I want to teach you the principles I use to design my value ladder. So that next post, you’ll see the application of these principles as I actually teach you what my value ladder is. HOW TO INCREASE CUSTOMER VALUE Recently, I’ve been really geeking out lately on this idea of campaigns, and one of the issues I've found is that most of the time... People don’t buy from you because your offers NOT good enough, ...it's usually 'cause they don't know WHAT* they can buy from you.* So my role is to create: Cool marketing messages Cool offers Campaign noise around offers … but it's also my role to educate my customers on *what* they can buy from me. Sharing your value ladder with your customer base is one of the easiest ways that you can educate your customers on what they can buy from you. How many of you guys, right now, as you guys are listening or watching this, how many of you guys, even know that *there's the option for me to fly to you? (That's something we're probably gonna take away, but I’ve been doing it for a while though.)* Did you know that there's an option where you can fly to me for a day? ...there's all these cool things that people just don't know about. And so I've realized, "Man, my role is to educate the value ladder, NOT just the product." I think it was Peter Drucker who talked about the only two obligations an entrepreneur has are marketing and innovation. “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation - P Drucker One of his definitions of marketing is *education for a sale. Every enterprise is a learning and teaching institution. Training and development must be built into it on all levels - P Drucker* Drucker believed the marketers needed to educated people, so that they’d actually go buy. My definition of marketing is: Marketing is changing beliefs for the intent of a sale - S Larsen (I can feel I’m not telling enough stories, so hopefully, you guys can follow me with this.) But anyway, I started to realize was that: I need to create mechanisms inside of my funnels that don’t just sell the product itself - I have to educate people on the other things that they can buy from me as well … ...and that I actually can automate huge parts of that process. (If you come to my events, I teach much deeper on this) VALUE LADDER EDUCATION There are eight ways that I create what I call *value ladder education, and they're all automated ways that teach people how to go and make a lot of money. Now, let me walk through a few mechanisms with you guys. So I'm a One Funnel Away coach for ClickFunnels, I coach daily, and usually live (unless I'm traveling, sick, or something like that)…* There are like 6,000 people on this last challenge - it's a big one, we're having tons of fun with it. One of the things we teach is that typically, (even if you're bad), you can make a dollar per person per month on your list. Typically, you can expect a dollar per person on your list per month. Now, what I've learned is that the $1 per person per month can easily become $2 with what I'm gonna share with you. Add a few other things, and you can make that $3 … then as you get better you can turn that into $4/ $5 per person. Right now, for every person on our list, (our list grew heavily in the past little bit here), but... With the list that I have right now, we do $3 - $5 per person per month on the list. What I'm gonna teach you right now is one of the easiest ways to manipulate this formula and increase customer value. Value ladder education, (a.k.a, teaching your customers what it is they can buy from you), is one of the easiest ways to increase customer value. There's a lot of automated ways so you're NOT having to be the one putting in more sweat equity. You just do it once, and it's all automated. SIX STEPS TO YOUR CORE OFFER There are six steps that I use to create a core offer. … they have to go in a certain order as well. What is my market/ where is it? Who is my dream customer in that market? What problems do my dream customers have? Identify the core problem Find the core solution Make the core offer The first thing I do when I'm designing a new value ladder is... I want to know what market I'm selling into. I've gotta know what this red ocean is. What is my market? Now once I know what my market is, I wanna know… Who my dream customer is in that market. I'm not trying to sell the whole market. People mess that up all the time. Now once I know the *who, that I'm trying to sell, I need to know… What their problems are? I list out what their problems are. What problems are they trying to solve? Then ‘Who’* leads to ‘*What’...* This is where *‘The Dream’* comes in… Because NOW, from the ‘*What,’ I can identify what I call ‘The Core Problem.’ "Stephen, what does that have to do with designing a value ladder?"* It has EVERYTHING to do with it! And this is the reason *why* you may NOT know what's on my value ladder yet because I'm testing out my core offer... I've had people offer me $1 million. It's NOT a joke... They're like, "I'm dead serious, Stephen. I will give you $1 million for a funnel." I've said “NO!” - which it's baffling to them… And, *the why, is because of what I'm sharing with you right here. I don't want to be in a scenario where I'm like, "You know what, I could do that…”* But the REAL question is, “Is it what I'm designing? The value ladder is the roadmap for my business and my activities. So if it's NOT time for me to be offering those kinds of deals, “A million bucks??? No thanks!” ;-) I'm NOT saying I won't take 'em in the future, but, at that time, when the first BIG offer came, the answer was “NO!” I don't want to be in a scenario where I’m like, "Crap, I'm getting out of line with my value ladder." When I got hired by ClickFunnels there were only 14,000 monthly users - now there's 92,000. There were only 40 ClickFunnels employees - now there are 340. It's crazy! It has exploded! I joined ClickFunnels right before this major, explosive growth, and part of the reason why I know I can teach so much about this is because I was there: Helping Experiencing Designing Observing it Being a part of it … I watched this HUGE, ridiculous growth happen. And so, these questions that I'm walking through are the kinds of things that were being tackled when I was at ClickFunnels. When it comes to value ladder design, people are like, Well first, I'm gonna do a free plus shipping book Then I'm gonna do a course Next, I'm gonna do a high ticket mastermind I'm gonna do a high ticket event … that's all great, but that comes waaay down the road. What you need to know first is: What's the market that your serving? Who is your dream customer? What are their problems? Is there a core problem to be solved? You design a core solution You create a core offer Now, you’re finally at a spot where you can create an offer. You create a core solution, and from there you create a core offer - that's why I call it Your Core Offer. I place the core offer in the middle of the value ladder. And I start at that spot. WHY HAVE A CORE OFFER? If you're NOT watching on YouTube, I strongly encourage you to watch this part of it - it graphically helps you to understand these pieces. I help people find out what their core offer is because the numbers work easier with ads. If I'm selling something that's mid-tier priced, I only need to sell one of 'em, and Facebook ads are covered for a while. Rather than me go straight to the top… and there are people who argue with me and say, "Go straight to the top..." I get it, and I've done that as well… I'll be honest, the one I don't do first is the very bottom, and it's 'cause it's a little bit riskier. There’s a quote in my head, but I'm not very good at remembering the names of who said what… Anyway, the quote is something like: People spend more money for the same thing repackaged in a different way. It's a powerful quote, and it's a quote that floats around in this space a lot. You have to understand that each value ladder is represented by an idea - it's actually a full idea. I need to prove the idea almost more than the product itself. I’m proving out the idea, NOT just the offer! So once I know that… My core offer delivers a core solution Which fixes the main problem Which helps solve my dream customer Which is targeted at one specific spot inside of my market... Man, now I can build a whole value ladder. But too many times, people are all like, "I'm gonna build this funnel, then this funnel, then this funnel, then I'm gonna publish this, and then I'm gonna make this continuity program..." and it's so fast… ...they build too quickly. All their focus is on getting that next funnel out... which is great after you've proven out the main idea and after you've proven the core offer. I hope this is making sense to you? (It's funny, I wanted to trial close you guys, even though I can't see you right now) ... but hopefully, this is helping ;-) So, I focus on the middle of the value ladder to prove out the main idea. SAME IDEA DIFFERENT VALUE Now that the idea is actually proven for the entire value ladder, my whole goal is to go in, and develop varying levels of value on the same ladder. I can go do something more high-touch with my time up here. I can go develop a cool mastermind up at the top up here - that's lots of value. I have the same ideas at the bottom of the value ladder, but now I'm gonna have: The Book A Challenge CDs Courses A Continuity-based Program ...I'm gonna have all this stuff. And it works because I've proven out the main core offer and the main core idea. And with the cash flow from the middle of the value ladder, I get to: Skip things like VC funding Build a business Put systems together that free up my mental faculties enough to go build the rest of these funnels. HOW TO PAY FOR EXPENSIVE THINGS IN YOUR BUSINESS As a business, we're running lean on purpose. I don't want a ton of people inside of my company as far as employees and stuff like that, I just don't. But the reason I get to do it that way, and the reason we're cash flowing so hard right now is that I follow my six-step model that helps to clarify the way the value ladder is used... 'Cause you do want to upsell people You should bring in the bottom of the value ladder individuals. … but all in good time. One of my favorite book, Ready, Fire, Aim, teaches that your goal, as a beginner entrepreneur, is just to get enough customers You're just trying to get a big ole list. Once you have a BIG list of customers, anything you sell to them afterward is MORE likely to be successful “because so many of your existing customers will buy it.” … that's exactly how the book it says. Now, when I need to get more people in a funnel/ business), then I go build something at the bottom of the value ladder. The reason I don't have a book right now is that I don’t need leads. It's the reason why I don't have a lot of cheap stuff right now, I don't need leads. Do you see what I'm saying? (I’m gonna make this a two-part series... I want you to know the principles behind my value ladder so that you’ll have the context when I teach you my value ladder… and it’ll make more sense to you.) HOW TO KNOW WHAT TO BUILD NEXT? One of my favorite individuals is Alex Charfen, in fact, I just interviewed him… Alex Charfen is a BEAST. I've learned A LOT from Alex, the book Clockwork (great book btw,) and James Friel about building a business… Now, there are five criteria that I analyze my business on, and this is *how* I determine what to build next in my value ladder... *Ohh! What's up?* The first thing, I go and I figure out what I'm gonna go build on. I want to see: How well do I get leads? How well do I convert them? How well do I deliver the stuff that they bought? How well do I retain them? How well do I upsell them? (This is how I personally do it - I know there are different formats here and there) And so, I break those categories out separately and I rank myself… For example: If I start getting low on leads, I’m ranking myself, “Oh, dude, your leads are kinda low right now, darn it..." I start asking: What should I go build on my value ladder next? What would get me a lot of leads really quickly? ANSWER = BOTTOM OF THE VALUE LADDER STUFF I don't need more leads right now! That's why I don't have bottom of the value ladder products. I've had a few people reach out, (and if a few people have reached out, it tells me a lot are thinking it), and ask, “Stephen, why don't you have a book yet?" The answer is… Man, I got more leads than I can handle, so that's NOT what my personal business scenario needs right now. Now you might be like, "Stephen, I need leads." That's great, but don't compare yourself to me. I just follow the formats and formulas that cause success. In order to decide what to build next, I answer the questions: How well do I convert leads? A: You know what, I convert pretty high. So I don't need to focus on the actual sales message or the offer. How well do I deliver? A: I deliver really high! I know I do. How well do I retain an upsell? A: Well. How well do I upsell? A: NOT WELL … so the next thing I'm building is an upsell. Meaning, there's NOT a lot at the top of my value ladder… So the next thing I'm focusing on is on top of the value ladder… ... because that’s the thing that I'm suckin' at the most at right now. I just look at it the value ladder objectively and think, "Oh man, I gotta do this.” I was listening to the book Clockwork while mowing the lawn, and that's where I learned this... I've had so many epiphanies mowing the lawn, it's crazy. I'm always nervous to get somebody to go do it for me because I have so many epiphanies. I need to look objectively at my company, and ask: Do we have leads? "Oh yeah, lots." Are we converting them? "Yeah, we are." Okay, so that's not the issue, so *where's the weak spot?* So… PLAYING TO MY STRENGTHS & WEAKNESSES As an individual, and a solutions provider, I sell my strengths, but as a business builder, I solve my weaknesses. That's a big statement, (that has a lot to do with the value ladder)... As a business owner, I fix my weaknesses, and I only focus on the weak part, to fix these five formula pieces. However, as a solutions provider, I sell my strengths, which makes total sense, right? But too many people get it switched. INSTEAD... I let the model tell me what to go build on my value ladder. I know what purpose each phase of the value ladder is for: The Bottom of the value ladder is hardcore about acquisition. The Middle is all about ascension, (whether I'm ascending them from the red ocean into my value ladder, or I'm ascending them from the bottom up) - it's a place of monetization. The Top is the MOST monetizing. And if I am not in a spot where I've tested out and proven the main idea of the whole value ladder, I shouldn't even be looking anything else. All I'm doing is testing ideas. Now, I know I've spit a lot at you in this blog- so if you need to re-read a few times, go for it (or check it out on YouTube). This is *how I think about my value ladder, and this is the premise* I design under. I know that I'm tossing A LOT at you with this - it was kinda heavy, but if you like this kind of stuff, we cover a ton MORE in this depth at OfferMind. Guys, go get a ticket at offermind.com. We’re, we're pushing pretty hard on tickets right now - so it's super-exciting… There's a chance this baby will sell out. So anyway, go get a ticket at offermind.com, so I can teach you how to do this for your own business. You’ll create a roadmap of what you actually need to do - not just from a business structure standpoint, (which is kinda what I'm showing here), but also from a marketing standpoint of *how* to actually get your offer out the door. Thanks for leaving reviews - I just can't even tell you how much that means to me. It's very exciting to see those. Gets me pumped. We spent a lot of money and a lot of time putting this content out, so your reviews are super fun, and I really love 'em. Thankful You. *Get Rich - Do Good* BOOM! If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on *all the strategies, right? That's also good. But the hardest part* is figuring out what the market wants to buy and *how* you should sell it to them, right? That's what I struggled with for a while until I learned the formula. So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it. *Wanna come?* There are small groups on purpose, so I can answer your direct questions in person for two straight days. You can hold your spot by going to OfferMind.com. Again, that's OfferMind.com.
	SFR 257: Book Review: Influence And Income Online...	05 Jul 2019	00:23:27
*Once you know what you sell, your DUTY is to spread your message. This chapter will show you more about my tactics to increase my influence and income online…* I don’t think I’ve ever talked about this publicly…. But before I bootstrapped my way to my first Funneling Live event, I started having conversations with my wife, and *all* I would focus on was telling her how intimidated I felt... Nobody knew who I was I didn't have a list I’d been doing funnels for other people, but I hadn't learned how to charge yet. I was still overcoming a lot of money-based objections in my own head. In all the promos, Russell was saying things like, “You're gonna be around millionaires...” Immediately, I my mind started thinking, “I Arrgh, 'm outclassed. I can't go perform in this game. There's no way…” Finally, my wife was like, “Don't tell anybody that you're not a millionaire yet. Who needs to know?” … and I felt like I *had to hide.* BUT LET ME TELL YOU… First of all, understand, that was the most absolutely wrong mentality that I could have taken, I just didn't know any different. Second of all, I didn't understand that during those first few years, when I didn’t have influence or income, I was actually in one of the most powerful positions of my entire life. . INFLUENCE & INCOME ONLINE Looking around now, I see it a lot of people who (like me) have their own dreams... but as they start to pursue them, they look at the assets, the influence, and the authority of others ahead of them in the game, (and just like I did), they feel: Disqualified Unworthy Outclassed ...which is one of the reasons I really feel like I understand where the mind of a brand new beginner is - *because I walked the path and it sucks. I felt VERY outclassed.* But if that’s *how you’re feeling at the moment, I want you to understand that… You don’t need to start with Influence and Income in order to get them.* … I certainly didn’t. HOWEVER… The good news is that there are a few simple plays that you can use to help successfully increase both your influence and income where you’re a beginner, or further down the road. HOW TO BE INFLUENTIAL So anyway, about eight months ago, I was asked to be a part of this project and because of how long the project took, (I'm not complaining at all, it's just the nature of the project), it took a long time to come to fruition… … it takes a long time when you're working with the kind of people that are involved in this kind of project. A lot of the BIG guys have launch calendars with their time planned out for months in advance. I already have a launch calendar; I know exactly what I'm gonna be promoting in five months from now. Another Example: You may not know that the One Funnel Away, 30-Days Book was in the making for like six months, but no one knew… It’s the same with some other projects that I can't talk to you about… ;-) But… The book that I was asked to be a part of, about eight months ago, is called Influence and Income Online… And the prompt I was given for my chapter was: What are some of the steps somebody should take to master influence and income online? I do A LOT of coaching… (the One Funnel Away, Two Comma Club X, OfferLab, and OfferMind)… and *that* question actually comes up frequently. DO YOU HAVE THIS FALSE BELIEF? One of the most common *false beliefs* out there is that: “ Stephen, no one will buy from me because I don't have any following. I have no influence or no authority on the internet.” And I got to tell you, *...that's just a completely false statement.* You have to understand that three and a half/ four years ago, no one knew who I was… NOBODY I haven’t even graduated from college when I went to that first FHL… Then I started working for Russell... and still, nobody knew who I was for a little while. And that's okay - *that's a part of the game.* That’s why I tell everyone to ‘*freakin’ publish’ - because it gives you* instant authority. So anyway, I wrote this super thick, incredibly juicy chapter to answer the question of how you get *influence and income* I write for a lot of books now. I actually love writing. You guys may not know, but I was actually the head editor of the yearbook in high school, and I got three Colorado State Awards for my layout designs. I was NOT a writer, but I did a lot of layout design. I've always liked writing about the topics that I like to write about, but I HATE writing about topics that I don't like. Which might sound, “ Duh- obvious!” but I didn't do very well with papers in school because I was like, “I freaking hate this.” But when I'm really passionate about the topic, I actually love to write. If you’ve read my chapter for the 30-Days Book, I really enjoyed writing that, (and there are others in the works)... Moving on…. Uh, AWKWARD MOMENT... I can't tell you the other things coming up, *but I can tell you about this!* THE INFLUENCE & INCOME ONLINE FORMULA In Influence and Income Online, 30 Millennial Millionaires were asked to write a chapter … (a.k.a people who have done a million in their business, who are millennials). Before anyone who's a baby boomer says, “What can you guys teach me?” *… the proof's in the pudding, man. There is a formula to getting influence on the internet.* ...and that's what I talk about in my chapter: I geek out about formulas, and it's because *I don't like flash in the pan strategies.* About year and a half ago, I was asked to speak at an event - I'm not throwing rocks, but the whole theme was strategies to help create HUGE authority in business. And I think I offended a lot of people because I stood up and said: “Hey, you know what's interesting about getting authority on the internet? It doesn't matter for a long time. In fact, it has very little to do with your sales - FOREVER. Don't focus on getting authority upfront, go focus on providing value. Go focus on providing a really cool solution to a problem and authority naturally comes.” What I go through in my chapter is a formula - a very easy three steps that I just continue to rinse and repeat so that my authority (I feel weird saying that), increases. I truly believe that if you just want to know the formulas that create influence and income on the internet, it's not that hard. I call them axioms…. There are three separate axioms you can go through that enable you to harness some influence on the internet. Some of them you can probably guess, but some of them you won't - so I'm excited about this chapter. It's a legit book; it's NOT a pamphlet. I wrote an actual pretty thick chapter there and I think you’ll really find what I put in there to be helpful. One of the axioms is to publish but besides that… What else do you do? How else do you actually use what you have and the assets you've been given to your advantage? ...what I share with you in that chapter are some of the reasons I've been able to do EVERYTHING I have in the past four short years. I mean, I've only been gone from my job barely a year - it's literally NOT even a year and a half yet as I record this. That's saying something There are hundreds of thousands of entrepreneurs who in the middle of their nine to five and doing things on the side… What is it that's massive eyeball Steve Larsen did and figured out to kind of hack the game? That's *exactly* what this chapter teaches you. I had someone reach out and say, “Stephen, you give so much away in your podcast. Why should I ever buy any of your stuff?” Well let me be very frank and clear with you; I’m NOT giving it ALL away on the podcast, but I’ve got really good crap, so the little bit that I do give away is still really awesome… Sooo… GO GET THE BOOK. “Stephen, are you pressuring us?” YEAH, YOU BETTER BELIEVE IT! Dang straight, I am... because I know that this chapter can really, really help you implement what I share. RAIDING THE COOKIE JAR One of my favorite people to follow is David Goggins... I LOOOVE David Goggins. He's very tough to listen to, and he swears like crazy, so if words offend you, don't follow him. One of the things he talks about in his ideology/ methodology is concept of ‘The Cookie Jar.’ The concept is that ‘anything that I go through in my life that’s tough is actually a cookie for the future.’ So when I'm about to go through something that's very challenging and intense, I will look back and go to my ‘cookie jar…’ You probably don't know, but *I get actually really nervous when I'm about to get on stage, (it might shock you and surprise you to hear that). I love it, it's where I want to be, but I still have a hard time. Steve killed Stephen, but sometimes, I'm just naturally Stephen: How did I become somebody who's new? How did I kill the old self and become/ craft and design somebody who's new? The Three Axioms* that I talk about in my chapter are literally the mechanisms that I use that helped me *gain influence and then afterwards, income on the internet.* Sometimes you just gotta cut the mental crap and do the thing! You've got to be willing to do things and NOT get paid for them for a little while, and that's okay. The MASSIVE payouts come a little bit later. ...but so many people are like, “Well, how is this gonna help me immediately?” It may NOT for awhile - *SUCK IT UP* Keep doing the things, and after a while, it's like that quote from The Titans, “just like Novocaine, works every time, just takes a little time,” whatever the quote is... So I created a cookie jar, to remind me of the tough things I went through and when I'm about to go do things that are more challenging, I'm like “Oh man, just do it.” GETTING OUT OF YOUR OWN WAY In my content and coaching, I talk a lot about: Strategies Methodologies Marketing Launch campaigns ...all those are great, but... If you can't even do the stuff because there’s crap in your head that's holding you back - stop studying strategies. It's time for you to sit back and do a little bit of self-work and ask: “Why am I so freaked out? Is there some experience that I've had in my history that is keeping me from behaving as one who would get influence naturally?” There's a lot of you out there that follow me, (and I appreciate you doing that), who are gonna sit back and say, “Stephen I know that strategy, I've heard you say that before...” But if you’re your wallet's still thin you need to get introspective. This game has very little to do with what's the next method and strategy. I run the same five plays day after day... it's the same thing and it makes money. But I had to do A LOT of self-work in order to actually qualify to pull off those methods, those frameworks, those patterns; those football plays, as I think of them. So I'm excited for you guys to get this chapter. And when you read it, some of you might be temped to discredit it. DON’T! Instead of saying,“Yeah, right,” ask: What if there's a chance that these strategies could actually work for me? They're NOT hard, but they're scary. So I challenge you to go learn them, and while you confront them for the first time in your life, here's the challenge… *I want you to sit back and think to yourself,* “What’s my knee jerk reaction right now?” Because if it's anything other than, Whew, let's go get 'em,” what is it? That's important. It shows you what the hangup is in your brain. So when you look at these strategies, it's just like three things I just continue to do… It's like five strategies marketing-wise,( acts of marketing), that I just keep continuing to do and our income is going up 10% a month - which is ridiculous growth. I just do the same thing over and over again. Here's a little moment of tough love because I care about you because you have all this negative talk. It's this negative feedback loop and you're looking for reasons in your history that disqualify you from moving forward. So go get the book on Amazon, and as you move through the chapter, write dow what comes up for you. I've noticed that the entrepreneurs that actually make it and succeed in this game are very, very introspective. It would probably *shock most of you* to realize that probably only half of the time the people who get up and share at Russell's Inner Circle are talking about strategies, the rest of the time, we all go through our internal struggles... *We all go through it!* It's the negative crap in the head that we all have to get over You understand? HEAD JUNK This is such a key thing that Russell Brunson actually hired a specific coach to help the inner circle with their own junk in their head. Seriously, there is a dedicated coach who studied under the foot of Tony Robbins himself, she's amazing. She's super, super good. Her name is Mandy Keene - she’s incredible. But you understand how big of a deal this is? Russell's teaching the strategies but he's like, “I need somebody who's gonna come in and help work on their brains.” He actually hired somebody while I was still working over there. He hired a specific individual who is a master at helping people overcome the junk in their head. What does that tell you? If you've been focusing only and solely on these strategies, that's great to know them, but I was doing that too… ...and after two years, I was on try number six of 17, I was doing the same thing. I knew all these strategies, I knew how to run 'em, but the thing I was running into was my mental crap. I hate saying the phrase mindset because it's such a fluffy, crappy phrase now, and we all use it in such weird ways. “What's your mindset?”... and it goes to woo-woo land. I hate that crap, but there is something to it. And if you've not taken a moment to sit back and go, “Okay, what is it that's actually keeping me back, because it's not the strategies?” It’s no longer, “Oh I hope someone's gonna go make that tool.” That time and season are over. All the tools, all the strategies, regardless of product, price point, industry, regardless of if you sell on the internet or off the internet, the crap is here: The systems The tools The people The processes … all the stuff that you need is here. I still don't know how to drive Facebook ads. I don't need to know. I don't need to know how to be a coder. I don't need to know how to do all the things that my content team does - I don't. I don't know how to do most of the things that my business does. … and that's important to realize and understand. So what is my role? It comes down to what I talk about in this chapter: Influence Income Do you need influence to have income? No. Does it help? Yes. Of course, it helps. So where do you start if you have no influence? What do you need to be doing if you have influence? How do you generate income? That is what my chapter goes through and that's what I'm excited to teach to you guys. This is very, very important. You have to understand, from my position, I have a very unique set of eyes. I've coached 25,000 people personally in this game now - that's not a joke.. Why do you think so many washout? It has nothing to do with the models. It's got nothing to do with how it should work for me. “Stephen, my business is different.” NO! It has everything to do with your ability to actually execute. And when I say that, there are things that keep you held back… *Are you sprinting at executing the models?* If you're not, that's exactly what I'm talking about... And if you are executing, there are things you can do to leverage your time, so you're not spending a ton of time gaining more influence. You still get influence... but not with tons of your own time. That's the point of the chapter. And you're not just gonna hear it from me, you're gonna hear it from 29 other amazing gurus, like Josh Forti and James Smiley, who also answer the question: How do you actually get influence and income online? So I'm excited for you guys to have it. Swipe up, swipe down, wherever it is, above this video, down below this video, at the end of the video, and go get the chapter. It's NOT expensive, but the information is very, very amazing. How many new books do you think I get on a daily basis here? It's at least three or four books a day. I buy a lot of information. WHAT’S IT WORTH TO YOU? This has actually happened multiple times, one of my friends, probably four or five years ago, said, “ “Stephen, how are you doing all of this thing on the internet?” (This was right about the time I started actually having success for other clients.) I said, “Dude, you've got to go get this book. It's called Expert Secrets, it's amazing. And he goes to expertsecrets.com, and he's like, “This looks like it's a scammer man, I don't know. I don't think this is actually gonna be a thing. $7.95, I don't know if I'm willing to pay that for the book.” And I was like, “What! You know me. What is wrong with you?” About a month later, he reaches back out and he goes, “Dude, seriously, how are you doing this stuff?” I said, “Go buy the book.” He goes, “I went back there, dude. It looks like it's a scammer. I don't know, it's a scamming site. $7.95, I don't think I'm willing to part with that for a book.” I was like: “You're not willing to risk $7.95 to have passive income that exceeds what your job pays you and all the expenses in your life? Don't buy the book. I disqualify you. Are you kidding me?” And it ended that way, and he's still never bought the book. I had other buddies that went and bought it and now they have these businesses that they left their jobs and they do it full-time. Now they've got teams… So it's just so funny to me… Buy the freaking book, it's a few bucks - it's called Influence and Income - I'm excited for you to have the chapter. Click the link at the end, go to the link that's at the end, swipe up, again get the book - this one's worth your time. Hey, you want the worst marketing advice on the planet? “If you build it, they will come.” *Barf!* Such a lie. You still need to get attention, no matter how good your product is, right. A major benefit of this funnel and offer game is your *influence and income will grow over time.* So more time in, more offers, more funnels - they all add to the future success of the product. But what about in the meantime? In my personal belief, seeking influence for the sake of it, for the sake of just becoming an authority figure, it's kind of dumb and I make fun of it. But once you have a product that you know adds value, you owe it to your future customers to create buzz. If you want to see three simple moves I make over and over and over to increase my personal reach and influence; I just wrote a chapter in a new book on Amazon called Influence and Income. Literally, go to influenceandincome.online and it'll take you straight there. Recently a man walked up to me after an event and basically said: “Stephen, not to make you feel weird but a year ago, if you'd have been a little bit louder with what you really do and found ways to push your message further, I don't think I'd be in the mess I'm in right now.” OUCH! Guys, learn how to increase your influence for good and check out my new chapter in the book Influence and Income by literally going to influenceandincome.online now.
	SFR 256: How I 'Earn' The Chapter...	02 Jul 2019	00:27:08
*This is the process I went through to write my chapter for the new Affiliate BootCamp book...* I actually didn't know that writing books would be part of the journey, but I’m here to document my journey, so I have to tell you that… When you start publishing a lot, people start to ask you to publish in other fashions as well … so, quite unexpectedly, I've found myself writing A LOT of guest chapters in some REALLY cool books. So today, I want to show the process of *how I write chapters for books.* ..honestly, I NEVER thought I’d be giving book writing advice ;-) BOOK WRITING ADVICE, LARSEN STYLEE Now, some of you guys may have seen this in the past, but you might get new insights on: How I write chapters Why I do write chapters in the way I do. https://media.giphy.com/media/SRlH6uLa5zI3FPBaLK/giphy.gif The chapter that I’m gonna show you is for Russell Brunson's New Affiliate Bootcamp Program - which comes with a book. Russell had a ton of us write an answer to the question: How do you become a ClickFunnels Super Affiliate and make enough money that you can do kinda what you want to in 100 days? I was like, "Oh, that's a sweet prompt." I spent most of Christmas writing it… I think you’ll enjoy seeing *the process* I use... 'cos I don't write crap, and it takes A LOT for me to write how I do. In fact, some people have reached out saying things like, "Stephen, you could do it faster than that!" I'm like, "Yeah maybe, but it might be way less cool!" WHY I LOVE AFFILIATE My first big money came from affiliate marketing I wanted to build a team and products when I was working at ClickFunnels, but I didn't have discretionary income or time… Working at ClickFunnels is not a 9-to-5 job - it's way more than that. I was like, "How can I crap done when I still have an actual job?” So I started droppin' out these cool little affiliate promos, and I'd make money, but I wouldn't take the money as profit… I never take money from affiliate marketing as profit. I'd go in and dump it back into hiring a team or getting a piece of a product done… I remember the first time I hired a coder to go in and code the first version of the blog for Sales Funnel Radio… I ALWAYS used affiliate cash to build my business it was *NEVER* my own money. I don't ever use affiliate cash for profit, it's ALWAYS an accelerant to do expensive projects I've been waiting to do. So I want to share with you what I've been doing. So check this out… I relaxed the first few days for Christmas, and then after that, I was like, "I have got to work,” like, I can't not work. It's the same method and pattern that I use to write my own book, to come up with stuff for the 30-Days chapter that I wrote. METHOD IN MAY MADNESS? First of all... I start with the main image that kinda represents EVERYTHING right from the top, and I set that at the top. (For 30-Days, I didn't draw a picture, it actually would have been easier to write.) Down the left side, I write all the major topics of what should actually be in the book. Shooting off to the right is every one of the deep-dive strategies. Next, I think through those four major topics down the side, and just start dumping in topics with legal pieces of paper: "Oh yeah, let's talk about that. Hmmm, that's about that. So is this, so is this, so is this…." I make a big stack of yellow pad papers, organize them, and take out any of them that don't make sense. … so it's a BIG process. I don't write crap. Then what I do from there is, go week by week and write it on my whiteboard. I wrote out it wants you to do it in 100 days, well 100 days is 14 weeks, so I said, "Well, this is what I'd do week by week." It's an aggressive plan, but it's very similar to what I've actually pulled off. I almost felt like I was documenting - it's not so much theory because it’s what I actually did... And I did most of it while working aggressively for somebody else - so you guys can totally do this as well - it's the reason I wrote it that way... So I went through week by week… We have the 'Who' in 'Wealth' - I'm gonna help you guys figure out where the 'who' is. Then I'll help you guys choose what kind of ClickFunnels product to promote, 'cos NOT all of them are created equal, NOT all of them create the best ClickFunnels user either. I literally went through week by week saying, “This is what I'd do.” What's fascinating to me, is that nowadays I feel like people forget... like, they build the funnel, they get the traffic, but then after that… It's almost like we've forgotten or neglected what campaigns are. It’s interesting that guys like Bill Glazer and Frank Kern talk about campaigns. Frank Kern just came out with a campaign-based book to teach this stuff - I wonder if they've noticed the same things that I have?. I was careful to NOT just teach: Here's the product Here's where you get traffic Here's where I turn ads on … it's NOT that kinda stuff at all. It assumes you have NO following It assumes you have NO money for ads … it’s basically a launch campaign and an evergreen campaign that will keep this going - and that's what's so cool and super unique about this. It’s leveraging the actual content that ClickFunnels has already created and proved works really, really well. It's a blend between what you see Russell and ClickFunnels doing, mixed with what I would do. So it's really cool, it's a HUGE shortcut to the whole game - I'm really pumped about it. FINDING YOUR ‘WHO’? The whole thing's start out by finding a money-prone 'who'. Think about this for a second… If you go to the actual homepage of clickfunnels.com - on the right side, they’ve got this cool new onboarding sequence for different industries, which asks if you’re: Agency / Freelancer Information Products E-Commerce Coaching / Consulting Network Marketing Local Small Business B2B Lead Generation Blogging / Affiliate Non-Profits Just Getting Started So you can choose, "Hey, I'm an agency/ freelancer/ e-com/ B2B,” or whatever… What I did, (and this might make some people feel a little uncomfortable or a little bit weird), but… I went through each of the10 categories and crossed off the ones that I would NOT try to sell ClickFunnels to. Yeah, I know, and it's not to make anyone mad, and I'm not saying you can't, but remember the prompt is, “How would I retire in 100 days - just selling ClickFunnels accounts,” and this is an intense prompt because obviously… Not all industries are created equal Not all industries are ready to buy Not all industries are the easiest shortest distance of sale to actually get someone to buy ClickFunnels. For example: # B2B - I love selling people the B2B space, but sometimes there's a longer length of the sales - just 'cos the deal and who you're dealing with - it can take a little bit longer to negotiate higher-ticket things. But I need 100 people, so I don't know if I'd go for the B2B space if I was going to do it in just 100 days. I'm NOT saying you can’t do it - I do sell to that space, and I do sell ClickFunnels to those spaces as well, but not in that time frame. # Network marketing - sorry but that's NOT an area that I would go to because the cash flow for so long is not big enough to justify a $97-a-month thing, (even though 97 bucks a month is nothing compared to what ClickFunnels actually does). There are several categories that would be, "WHAT! WHAT! WHAT!” to that price point... I don't want that kinda person. So at the beginning of the first week or two, I'm helping you figure out the *'who'* that is money-prone enough… (... their numbers that they deal with are big enough in their industry, and the sales come frequently enough) ... so that it’s easy for them to justify a $97/ 297-a-month subscription to ClickFunnels. After that, I help you come up with a unique offer. So think about this scenario… YOU’RE UNIQUE OFFER If somebody's gonna buy something like Funnel Hacks, or Funnel Builder Secrets, or if I'm a ClickFunnels affiliate selling ClickFunnels to a specific *'who'* they need to be: Money-prone Have cash frequency Enough cash coming in to justify their purchase of ClickFunnels from me easily Hit all those buttons and... it's a short distance to the sale. Russell writes scripts to break and rebuild beliefs, but he can't break and rebuild *all* their *false beliefs. So what if I was just to pull out the false beliefs he didn't solve; solve them with my own products... and then give that away as a bonus when they buy through my link.* So that's part of what weeks two/ three/ four talk about, and I'll tell you *how* to do that as well. Weeks five/ six/ seven/ eight, we start getting into more campaigns, and of course, I'm gonna talk about publishing a little bit in the chapter I wrote... Publishing is a way of leveraging to get a list fast - so that you go and actually sell your dream customers ClickFunnels/ Funnel Hacks (or whatever)… and then give *away your bonus when people buy through you. I would not ever sell ClickFunnels straight out - ClickFunnels doesn’t even do that.* I'm sure some other affiliates would disagree with me on that, and that's totally fine. It's just, for my personal strategy, I just wouldn't. I never want to spend money without the immediate chance to reclaim the cash. ...so because of that, I wanna promote a ClickFunnels product that cookies them, so they can get ClickFunnels from my affiliate link afterward. Does that make sense? ...if this sounds Greek or whatever, you guys are gonna learn more about this in the actual chapter itself. SELF PUBLISHING YOUR WAY TO CASH I never put a dollar of my own in my businesses ever. How? *Well, that's what you learn in my chapter as too ;-)* I'm gonna suggest that you build a summit. I'm gonna suggest that you build your own challenge *... but it's NOT challenging.* The way I do it is to actually leverage what's already existing inside ClickFunnels. I've never written anything like this plan before... and I haven't seen anyone else do that either. MY SHAMELESS PITCH What I have for you now, is a special offer - check this out... It's gonna be a very light pitch, this is super easy to get, it's not an expensive thing at all… But I want to do is bribe you to go get the New Affiliate Bootcamp through my link. I'll share with what you're gonna get - 'cos it's really powerful stuff… The first thing you're gonna get when you buy the New Affiliate Bootcamp through my link… Go to makeaffiliatesgreatagain.com - Thank you, Trump!) … the first thing you're gonna see is a page that says, "Here's what you're gonna get from Russell… *A TON OF VALUE* But then as you scroll down the page you’ll see… “Here's what Stephen gonna give you," and this is the offer that's on the page… So the first thing you're gonna get is: BONUS #1: I'm actually gonna give you guys the Make Affiliates Great Again Share Funnel. I pay A LOT of money for my team to go build those things, and I'm gonna give you guys that share funnel for FREE. All you have to do is sign up and Russell will say, "Hey, thanks for signing up for the free summit - you should join *The One Funnel Away Challenge*, so you can learn to set up all your affiliate stuff." (You don’t just sign up for the Affiliate Bootcamp - you have to actually go purchase The One Funnel Away Challenge through *my affiliate link… https://media.giphy.com/media/fAoIpBeHpqsR9gMIUT/giphy.gif ...then you get* *ALL these bonuses* - which are super powerful. The next thing I'm gonna give you is… BONUS #2: My Affiliate Bootcamp audio chapter. It’s a BIG chapter I spent most of Christmas writing that thing, and it's a HUGE. It took a long time to write that chapter. Read out loud, it's about an hour and 10 minutes! I loved writing the 30-Days chapter, but this one was even more near and dear to my heart because affiliate is where my first dollar came from. What you’re learning in that chapter are true-and-tried principles. The reason why the audio chapter's cool is 'cos I give a lotta extra things that I couldn’t fit in the written chapter. There’s a lotta extra side commentary in there - it goes a little bit deeper and explains a few things more. I did get a few people who reached out and say, "Stephen, that was an intense chapter..." So, I was like, "I know, let me explain some more in the audiobook..." So that's why I did that, and it's already ready for you - it's awesome. All these things are ready for you immediately. Anyway, the next thing I wanted to give you is BONUS #3: The internal strategy video that I sent to my team - it wasn’t meant for anyone else. I sent it to my funnel builder team to teach them what we're about to build, and so it's pretty awesome. I take my whiteboard and I draw out the funnel on camera to teach my team the funnel and what we're gonna do… Here's the follow-up Here's the messaging Take these elements from these pages and go put 'em over here, and take 'em from that spot and put them over there. I was never planning on this being part of the bonus, but I thought, "How cool would that be if you could actually see a little bit behind-the-scenes of *how* I actually do it?" … so you’re gonna get that as well. It's a strategy video for my funnel team, but I'm actually just gonna go toss it out for you, so you can have it as well. I think it'll be really powerful for you to see how I actually handle all the funnel builds, and I'm gonna give you the chance to do that, a-right now - just go to makeaffiliatesgreatagain.com, and sign up there. The next thing I'm gonna give you… BONUS #4: I get asked to speak a lot - at the time of filming and recording this, it's June, and I spoke every single week the whole month of May. I speak a lot now, and I'm really, really pumped about all the cool things coming down… So I thought it’d be cool to give you some of my favorite speeches. It depends on the scenario, but most of the time I don't charge to speak - I'd rather sell while I'm there. So sometimes what I'll do is I'll say, "Hey, I’ll come speak if you give me the video of my speech afterward." It's not all the speeches I've ever given, but some choice ones that I've really loved doing, (especially of late), that we're just really on point, and gave people a lot of clarity. Some of the most famous little quips that I've come up with are in those speeches - and that's where I actually discovered a lot of them. So there’s some major behind-the-scenes *funnel-ology* in these speeches. I'm gonna give you the Funnel Hacking Live speech that I just gave - which is really cool. There's a little mini-speech I gave in 2018, we have that as well. It's a small little cut, it's pretty powerful stuff. Then Dream100 Con - I love Dana Derricks, he's a beast, he's the man - anyway I spoke at his Dream100 Con and teaching my Dream100 strategy. … see all those boxes at the back of my office? I'm not a slob... we do what I tell you to do, we're doing it right now. That's what this stuff's for - that's what Coulton's been doing right over here... Literally right before I turned this video on, that's what he was doing with all these boxes over here. So… What is my Dream 100 Strategy? How do we actually implement it? Well, I gave that whole speech and full strategy at Dream100 Con... and you guys get access to that speech. Dana is also comin' to speak at OfferMind, which I would love to have you guys come too. VIPs almost sold out, by the way, so go getcha ticket - we are super excited about that whole thing. Actually, I'm pretty sure, actually, I'm not allowed to say the next name. Hold it please! (anyway, back to speeches ;-)) Billion Dollar Body - I absolutely love Amanda and Nicholas Bayerle - such an awesome couple, a model couple in my opinion. Super, super cool, down to earth. They have a very high-ticket group, and they asked to come in and speak in a high-mountain cabin, and you get that speech as well. It's a two-hour deep-dive on market selection - pretty awesome stuff. And then, the last one that you get, as of right now, (I'm gonna keep adding as I go, 'cos I wanna collection of all the cool stage speeches I've done). But anyway, some of you guys might know Alison Prince. She is so cool - one of my favorites. She was at one of the original FHAT events that I was teaching and her business exploded after that - so fun, so fun. I’ve had a chance to work with her quite a bit, and anyways I have mad respect for her. She's helped me personally a lot. Anyways, I got a chance to speak at her Clan Con event, and I love the speech that I gave there, “Holy crap.” (That was the one where I had food poisoning in the hotel the night before) All the speeches are available for you immediately. Now, once I teach you guys how to actually do this affiliate game and my strategy behind it, (which is the point of the chapter)... *How do you actually launch your offer?* BONUS #5: I've included a handful of the videos I've used to launch the affiliate offers in the past. I don't consider myself a professional affiliate at all. BUT… I've been number one several times I've placed amongst the top affiliates in others I've swooped in at the last second, (with hardly any list), and placed in the top 10. I definitely have a repertoire for the affiliate game, which is hilarious, 'cos I don't consider myself a professional affiliate at all. So you're gonna find out... How I launch my affiliate offers You are gonna *see* me doing MORE what my chapters' teaching - cos like it's a freakin' sexy offer, right? You get ALL this for FREE if you just sign up… HERE’S HOW TO GET THIS OFFER! Go to Make Affiliates Great Again, and click 'sign up.' It'll take you over to Affiliate Bootcamp to sign up for the summit. Next Russell's gonna say, "Cool, now that you're in the summit, the next thing you should do is join The One Funnel Away challenge." If you sign up for that challenge, you will get all these things that I’m talking about for FREE. Last up… BONUS #6: I'm gonna give you guys a discount on your ticket for OfferMind. OfferMind was free last year, it's NOT free this year. There's a full blog post teaching why I used that strategy… and why OfferMind will NEVER be free again... This year, there are ONLY a thousand seats, I'm super psyched about this... Russell's gonna keynote Dana Derricks Alex Charfen Myron Golden I'm very, very pumped about it. So YOU get a discounted ticket to OfferMInd as well! Can I overdeliver? Is there anything else I can give you that's really freakin' cool? I want this to be talkable - I mean, this is a HUGE offer, it's ridiculous! BONUS #7: IA Five-Day Mini-Course when you opt-in you’ll get a brief crash course on *how* I actually play this game, and *why* I believe I was asked to write the chapter... ... 'cos again, I don't consider myself to be a professional affiliate - *So why are they asking me?* (it's free - you don't even have to buy anything at this point) The Mini-Course teaches you, some of my top tips on affiliate marketing: How I'm doing it Why we've done it Why it's worked so well Why everyone's freaking out about it. *I'm really, really pumped for you to have it…* THE CLASSIC STACK MOMENT Here we go. Ready! Oh, baby... Here's what you're gonna get: First, you're gonna get the Make Affiliates Great Again Share Funnel - just download it. I paid my team to build it so that you can have it for free... *Value:* a ton, (10,000 bucks). My Affiliate Bootcamp Audio Chapter - I spent 70 minutes going a little bit deeper on that chapter, so you can get more detail on pieces that were a little bit rough to understand. MyFunnel Team Strategy Video - this is the video that was just meant for them, so you can see the flow of *how* I build everything - super powerful! My Favorite Speeches - Funnel Hacking Live, Dream100, Billion Dollar Body, Clan Con. My Affiliate Offer Launch Videos - I'm gonna toss in a handful of the videos I've used to launch what I'm talking about in that chapter. A Discount OfferMind Ticket - Russell Brunson is keynoting! You‘ll need to redeem this quickly to make sure you go actually get a place because we’re running out of VIP spaces and it's gonna get full. MY Make Affiliates Great Again 5 -Day Mini-course All you gotta do is go to makeaffiliatesgreatagain.com, and sign up before the NEXT One Funnel Away Challenge…. Here’s how... Go to makeaffiliatesgreatagain.com and it’ll forward you a page where you’ll see ALL the offers. Click *‘opt-in’ and put in your email address (so that this five-day series can go to you). Next, you’ll be forwarded to the Affiliate Bootcamp* to sign up Once you sign up at Affiliate Bootcamp, on the Russell on the next page is gonna be like, "Hey, now that you're in the summit, go sign up for The *One Funnel Away Challenge." If you do that, you get this CRAZY offer from me - you get all the things* I'm talking about right now. *That's a lot of stuff right there.* Just for people to be the room for the Billion Dollar Body Speech was 18 grand. I don't wanna misquote prices, but these were NOT cheap - just for the speeches. So anyway, just go to makeaffiliatesgreatagain.com, If you sign up for The One Funnel Away Challenge, you get all this… To be super clear on this…. The One Funnel Away Challenge costs $100 get… The Challenge Russell’s Offer + My bonus OFFER. Is it OK if I overdeliver - is that all right? Haha - awesome episode, right! Hey, bear with me for just a moment while I tell you about makeaffiliatesgreatagain.com. Probably one of the most fragile phases of being an entrepreneur is that tender spot where you have just enough cash coming in to get excited, *but expenses also increase a little* while you take on new tools and new systems, new teams. It can be heart pounding, and frankly, nerve-wracking. Well, one of the ways I've kept ownership of my companies and NEVER picked up any debt or used any of our family finances to grow the business, was through affiliate marketing. My first dollar online actually came from affiliate marketing, ONLY a few years ago. So I often get asked the question: “Steve, how can you have been bootstrapping this and scraping by so hard just a few years ago, but now have a business that makes millions in revenue?” … that's a fair question. So besides having *kick butt products, when I've needed to get some extra cash for an expensive project, I have a very specific method of affiliate marketing* that gets me paid to sell other people's products. *You wanna see how I do it?* Just go to makeaffiliatesgreatagain.com. ClickFunnels actually wants to know how I've been doing this as well… So I just wrote a chapter in ClickFunnels new book called Affiliate Bootcamp... and if you wanna see my chapter, and be shown *how* I treat affiliate cash in my business… …. just go to makeaffiliatesgreatagain.com You'll get a bunch of other cool stuff from me - like, the actual Make Affiliates Great Again Funnel… The one you're gonna see there - it’s pre-built - it’s awesome - and you can download it. You also get my audio chapter on *how I create affiliate offers.* You get the actual video of me training my team on how to build Make Affiliates Great Again - it's crazy valuable. Plus you also get several my other stage speeches. How I launched my affiliate offers… And you'll even get a discount ticket to OfferMind… + the Make Affiliates Great Again Mini-Course… Is it okay if I over deliver??? If you want ALL that for free... plus other things, literally just sign up at makeaffiliatesgreatagain.com... and then, sign up for the New Affiliate Bootcamp through my affiliate link. Go figure. My friends, *get rich, give back.*
	SFR 255: Alex Charfen's Essential Systems For Every Business...	28 Jun 2019	00:49:24
*Alex Charfen is one of the very select few coaches I continually plug into...* I have wanted to get this individual on here for quite some time, and Alex Charfen has been one of the reasons why my stuff is blowing up so much. I have learned that I need to listen to less people, and I'm very, very picky on those that I choose to dive deeply with… So for marketing and sales, I've really dove deep with Russell, (obviously) and you all know that. For systems and business systems, I've dove very deeply with Alex Charfen... he's the other coach that I pay a lot to and listen to as well. ...and I have other various ones that are very carefully selected... and I don't listen to ANYBODY else! I'm extremely careful about the content that I consume - so that I can spend most of my time just moving, rather than gathering MORE information… ... which I don't think many of us need more of. So anyway, I'm excited for you guys to understand more of why Alex Charfen, for me, has been so key… So I asked him to come on the show and to teach a little bit more about the systems that all businesses need, regardless of whatever you're in. A lot of these are the systems that a brand new entrepreneur needs when they finally get that revenue coming in. ...and then there are systems that he creates for those who have an existing business and are ready to scale. Alex answers the questions… How do you know if you should be scaling or not? What are the five reasons why* most companies fail to scale?* If you guys like this interview, please reach out to him, (he did not need to do this) and say *“Thank You!”* At the very end, we have a special little thing for you, and so we're excited! Boom, what's going on everyone? This is Steve Larsen, welcome back to Sales Funnel Radio - we're really excited to have you guys here. I'm with one of my good friends, who's become an amazing friend and definitely a mentor... I would call and consider him a brother as well. I want to introduce everybody to Alex Charfen. Before I really bring Alex on, I just want you all to understand, Alex Charfen was one of the guys that helped me understand *why* I am *who I am... and that, it’s okay… and helped me lean into that.* I talk to you a lot about leaning into your obstacles, leaning into those things that have been crappy in your life… … because they end up becoming your superpower. You all know my story of going to the first Funnel Hacking Live, Alex Charfen was one of the first speakers, and I took so many notes… I ran back home, I showed my wife and she goes "That's why you act the way you do?" And I was like "*YES, i*t's because of this guy!” He had a crazy deep gravelly voice and I loved it. He was the man!" ...and I'm so excited to bring him on the show here: Guys, please welcome Alex Charfen, “How you doing, man?” ALEX: Steve, it is so good to be here with you, man. Thank you, and I echo your sentiments completely, and I consider you a brother as well, man. STEVE: Oh thank you so much, thank you so much. You know it was like two weeks ago; me and my wife were chatting about your material and going on through it, and she goes "Oh yeah, I have to remember this is how your brain kind of works." I was like, "Really naturally, yeah! You should really know that" so we'll go back through your stuff. You know, I've got that Capitalist Pig shirt that I wear all the time, but I really want one that just says, "Charfen will explain," or something like that, you know what I mean? That should be the next shirt… So much of what I do in this world just is NOT explainable without you. ALEX: Yeah, it's unique, you know, Stephen… I think when you characterize it that way, so much of what you do is different than what anybody in the world would ever expect... and that's what I've found from the day I met you. I think I walked up to you and said something like: "Hey man, I think we should talk. You're a really unique entrepreneur and I don't think you understand just how unique." STEVE: I remember you said that. ALEX: Or something like that. STEVE: Yeah I remember, and I felt like, *you know in the Matrix when he's talking to that lady with the spoon bend... I felt like I was talking to her, and I was like: "What does he see in me? What are you looking at?" You know, and "Please dissect me!"* So anyway, I really am pumped for you to be here and just massive incredible love. You have to understand, your name; it's NOT just a noun, it’s a verb in my vocabulary. People are like "How did you do that?” *"I just Charfenized it, baby!"* I say ‘*Charfenation’* all the time. I was hanging out with the other ‘*Charfenites.’ I'm going over the ‘Charfenation.’ "How did you do that?" “Oh, I* *‘Charfenized’* it, baby!” Anyways, you're very much a verb in my vocabulary, and with my family... so it's really quite an honor to have you on, it really is. ALEX: Thank you Stephen, it's an honor to be here man, this is awesome. STEVE: This is really cool. Well hey, I wanna just start right out and just, I wanted to ask… My audience has heard a lot about you. I've talked about you a lot because there’s so much that ‘veI learned. Just recently, I was going through some of my old notes, from two years ago, from one of your events, and I was like "Gosh, you're so right, this is so cool!" It really has created additional leverage for what I'm trying to do. It works, it's real, and I want everyone to listen to this and listen to what Alex has to say here. Understand that *this* is how I've been doing what I’m doing. I learned marketing and a lot of sales from Russell... but how to have a life, systemize, and make my business an asset from Alex Charfen. So, anyway, could you just tell us how you got into this? 'Cause I know you weren't always… I mean I call it *entrepreneurial optimization, I mean it's really what you do - it's not just the systems, but like: I'm wearing glasses now I'm drinking more water than I ever have in my life I'm doing all sorts of stuff I never would do, because of you How did you get into this? ALEX:* - You know Stephen, I think if the question is, "How did I become an entrepreneur?” I didn't find entrepreneurship, it found me. This was really the only thing I ever felt comfortable doing in my life. Ever since I was a little kid, I was always the kid that was different than everybody else, crazy socially awkward, like what you see today… I don't try to be socially awkward, it's just natural. I was always different than the other kids I didn't really get along I had trouble in school All the systems in the world told me I was broken. … and then, *when I was eight years old*, my family went through kind of a financial downturn; my father lost a company. He didn't go bankrupt, but he went really close, and to make money for the family we were selling stuff in a swap meet on the weekends. I remember going to the swap meet for the first time and standing behind a folding card table, and a woman walked up, and I sold her a pen that had an LCD clock in it… (Like that was big time for 1981 or whatever or '78 or '79, or whatever it was). Stephen I can remember thinking at that moment, "Holy crap, I'm good at this. This is something I'm NOT terrible at." … because up until that point, I really hadn't found anything where it was like, "Hey, that was good." It was always’ "Almost got it, kid. You don't suck as bad as you did yesterday." I was the kid who consistently got MOST IMPROVED all the time, 'cause it's the award you give to ‘the kid who sucked the worst!’ And when that woman walked up, it was like "Hey, this is something I can do over and over again." And the more that I worked with my Dad, and the more that I experienced business, I loved it. The world is so random, but when you get into the world of business there are rules. …. there's an outcome. People are in it together, and you actually have to work together to accomplish and achieve. … if everybody cares about the outcome, it'll happen. And so this is where I feel comfortable. You know, it's funny, when I was a kid I used to create businesses, create business plans, write out time cards and all this other stuff, and as an adult, I thought that was like ‘the weirdest thing.’ I would reflect back and think like, "Man, I was such a weird kid." Now, that's exactly what my daughters do. My daughter this morning was at the kitchen table for three hours writing out a schematic for a water park she wants to build one day. STEVE: Wow! ALEX: And you are *who you are,* and I think, from the very beginning, this is *who* I've been. STEVE: That's amazing, and when did you decide to make a business around this and go actually help other entrepreneurs, like myself, *who need these systems? ALEX:* Well, the business that I have today, we started… So let me give you a little brief history. So in my twenties, I was a consultant, and you know, a lot of people ask about that. I did some consulting at a very high level at the Fortune 500 level... I built a very large business that almost killed me. And so I can tell *the story really good... I can give you all the highlights and make it sound great: $250,000,000 company I've worked with Fuji and TDK and Memorex and Logitech, and all international business. Or I can tell you the other side of that coin…* I had a $250,000,000 company I made less than $2,000,000 a year my margins were razor thin I had a bleeding ulcer I was probably over 300 pounds STEVE: Wow. ALEX: And so when I got out of that business, I wanted to do something completely different. So in my early thirties, I got into real estate, and we were taken out by the real estate market in 2007. Cadey and I introduced our first information product, and that's how we got into this world. We created a product called the Certified Distressed Property Expert Designation. In 2007 we were bankrupt, we introduced our product at the end of the year: In 2008 we did $500,000 in sales The next year we did $7,000,000 The next year we did $10,000,000 Over the course of the life of that product, we did about $70,000,000 We went from bankruptcy to liquid millionaires in a year. In 2013, the US Treasury came to our office and did a broadcast with us, where they said that, according to their research… *Our company had pulled forward the foreclosure crisis five to seven years* ….so it was intense. STEVE: Oh, yeah... ALEX: Really intense! And what happened was, right around 2011… A lot of our clients who were buying our product wanted help growing their business; so I took all of the stuff that I used to use as a consultant; *the systems and structure Cadey and I used to run our business, and we started training it. And so since 2011, we've been training it in classes/ courses. In 2017, we started the products that we have today. So now we have : An entry-level coaching program called Billionaire Code Accelerator -* for people who are doing *over 300k a year* A high-level coaching program called The Billionaire Code Grow and Scale - for people doing *over 3,000,000 a year.* STEVE: That's awesome! That's so cool. ALEX: Yeah it is the most fun I've ever had, Stephen… It's like every day, I wake up and here's what I get to do: I get to play in this playground with game-changing entrepreneurs that are starting businesses that are doing things that are just unreal. ...and *our systems, our structures are kind of the backbone* for how they're doing things. So on a daily basis, me and everyone on my team, wake up knowing that we are helping the game-changers change the world, and we recruit people who want to do that… We recruit for people who are passionate about our mission… Everyone on my team feels like their life's mission is being fulfilled through being in this business right now. It's the greatest thing I've ever done. STEVE: That's incredible, and I can tell everyone else who's listening and watching this now, it's exactly as he says it. I think I've been to three of your events now, and they have just been life-changing. I go through and it gives structure to the idea, but then, also, *how I behave against the idea.* So I can actually go in and breathe; I can live. I watched my Dad create this awesome company when I was a young boy, but it took him too. But everyone does that, it's super natural - so you to go in and… Remove the entrepreneur Create systems Create processes and procedures, and people that actually push forward their vision even further. ... it's incredible. I know it's not magical, but it feels magical, to me! I'm like "Oh my gosh!" I've actually had a tab open with your course open for like the last month and I'll just dive into another video, and I'm like "Oh my gosh! Back to the drawing board, that was so good!" And I go back to it again and again and again... it's just always up, everybody who's listening to me, it's always up. That's really what's teaching me how to run a company, rather than ‘me’ being the company, and I've loved that. *Just so powerful* I wanted to ask you kind of a key question here, and it's a question that I get asked a lot... People come through my programs, I'll help them make money. They go and make a lot of cash, and it's awesome... but then after that, like *what do you do?* What are the first systems that you find that new entrepreneurs with a sizeable amount of cash should actually go create first? What are those first few moves? ALEX: You know I think I definitely want to share a couple of systems Stephen, but first, I want to just share a thought process. ..and this is a tough thought process for most entrepreneurs to take on, and it's interesting 'cause I've watched you go through this shift too, right? ' Cause at the beginning, (and I just want everyone to know)... When I met Stephen Larsen, he was ready to take on the entire world solo! STEVE: Yeah. ALEX: Like all alone, right? And here's the thought process… After you start making money, the next thing to ask yourself is: How do I sustain this? How do I make it real? How do I make it last a long time? How do I make it so that I'm not the only driver here? when you get to the point where the momentum you're creating on your own isn't enough, and believe me, we all get there... Like I know that if you're watching me, watching Stephen, you're one of those entrepreneurs... and in the back of your mind, you have *this crazy voice* that has always told you: You're meant for more You're gonna do more You're gonna change the world You're gonna make a massive impact ... and if you've always felt that, then there's a shift you have to make in your thinking. Because here's the issue for people like us; I call it the Entrepreneurs Dilemma. For people like us… We need far more help than the average person to reach our full destination, but any request for help or support that we have to make, leaves us feeling vulnerable and exposed. Stephen, you with me? STEVE: Yes, yes, yes, yes, 100%! ALEX: And so here's the shift… We have to realize that if we're gonna change the world, that is a group activity, and leadership's a contact sport. So we have to *wake up to the fact* that when we start to: Build a team Create a structure Pour into the people around us Invest in those people Make them important Build relationships with them *…. we will build the company that we have always wanted.* That's the only way it's ever been done. The myth of the solopreneur who's changed the world is a myth - it's a joke. STEVE: So true ALEX: It's one of the most damaging things out there in the entrepreneurial world today. Because the fact is… Show me anyone that looks like they changed the world on their own, and I will show you a massive team behind them. STEVE: So true! There's this idea that gets pushed around now, and it's like, “I'm gonna go and be this person that does all this stuff. I'm the gift to the world...” ...and it's like “Okay….” but you can't do that on your own. In the last six months, I have begun to experience and feel burn-out. ALEX: Yeah. STEVE: I have never in my life experienced that, and it's been hard. The only way I've been able to create leverage is by *listening to what you say* and create those teams. ALEX: Yeah. Well then, Stephen, that's the thing… Here's the deal I want everybody to understand this: If you're an entrepreneur, you have a job, and that job is to… Stay out of burn-out Lower pressure and noise in your life Increase the protection and support that you have around you. Because if you don't work with that equation to constantly lower the noise and increase the support, lower the noise, increase the support… Here's what ends up happening… You are in an equation that doesn't work. … and it's not like anyone can come and argue against me here because *this is like gravity. This is like you know the facts of life, this is like taxes. We're all gonna pay 'em. There's no way to argue against this, you're going to lose. And so in that situation, as an entrepreneur, you have to be really cautious about doing too much yourself, and about loading yourself up, because here's our instinct… (You know you have this, I have this, we all have it.)* If there's something to be done, the first thought we have is, “How do I just get it done without telling anyone else,” right? Oh yeah! STEVE: Yeah ALEX: And it's like "I'm gonna conquer!" STEVE: Freedom baby! ALEX: We forget that humans are tribal animals, man. We are all terrible at most things. Let's get real… If you're good at a lot of things then you have a liability because you're not gonna be able to choose what you shouldn't do. I'm very fortunate, I suck at most everything, and that's like an honest reality. Anyone on my team will tell you like "Oh man, don't let Alex fill out a form, use the calendar, "send emails. We keep him out of all of our systems." Seriously my team actually knows when I have a password for a system and they monitor me using it, 'cause I'm so bad at that stuff. But on that same token, I know what I'm good at. I'm good at vision I'm good at where we're gonna go I'm good at putting the frameworks together I'm good at assembling a team … and by doing those things, *we can grow a massive organization and have a massive impact.* So for every entrepreneur, the key is to figure out what you're good at and do that to the exception of everything else *... and it's the hardest thing you'll ever do as an entrepreneur.* Here's why… The second you start doing that you feel like you're being egotistical. You feel like you're being self-serving. But here's the fact: When you drive your business to get easier for you it will grow like crazy. But driving your business to get easier for you will feel like you're doing the wrong thing. It happens all the time. There's a discussion right now on our Facebook group, one of the CEOs in our group made a post, and I'm paraphrasing, but she said something like : "As I offload and reduce discomfort and get a team around me, I'm feeling less and less significant, am I doing this right?" And my answer was "Yes! You're absolutely doing this right. That's exactly how it's gonna feel!" Because we need to attach significance to the total contribution, NOT to your day-to-day activities. STEVE: Mmmm, that's powerful. You know it's funny I was It reminds me of … You know when I first got to ClickFunnels, it was just he and I. There wasn't like a copywriter, a videographer... it was just he and I! So we did every single role in getting these funnels out, occasionally there was an exception where he'd go "Oh someone's really good at X, Y, and Z," but then, by the time I left... ALEX: - Probably design or something… but everything else was you guys? STEVE: Yeah, yeah, yeah, right! I knew enough Indesign and Photoshop, I was the one doing it most of the time... and doing first copy rounds, and it like, it was nuts! But by the time I left, it was funny because he had started implementing these types of things. I remember watching him during these funnel launches just laying on the floor, bored out of his mind. I've never seen him like that in my life, and he was almost going to a state of depression. He was like "I'm not needed in my own thing now. Ah no-one needs me anymore." It's a funny thing to realize, we're just the orchestrators. We don't play all the instruments. ALEX: We shouldn't, we shouldn't. And so, you know, back to your question about *what systems should an entrepreneur start looking at?* Now, I'm gonna talk high level, and I wanna share... You and I are really close friends, and I wanna share the most critical content we have for entrepreneurs with your group. STEVE: I appreciate that. ALEX: This is what we normally share internally once somebody joins our program… We share the five things that keep companies from scaling. The reality is, there are really five things that keep companies that should scale, from scaling. And here's *what I mean ‘*companies that should scale…’ You know, if you go talk to most consultants, venture capitalists, investment bankers, accountants, lawyers, whatever, they'll give you this laundry list of why companies don't scale: They didn't have enough money They didn't have the right people They didn't do all of these things The reality is, if you look at most companies that should scale, there are five clear reasons why they don't… So let me share them with you, but let me give you this caveat… Here's what I mean by *"should scale..."* If you've got a market If you're capable of selling If you could do more If you know you're leaving money on the table …. you should be scaling. If those things aren't there for you right now, go resolve that and then start scaling. Far too many people try and scale before they actually have all the steps in place. Then you just build infrastructure that does nothing. So let me tell you what the five things are... #1: So number one, first and foremost, absolutely most crucial, is… Most businesses don't have any type of strategic plan. So as a result, there's no go-forward strategy, and here's what happens in a business when you don't have a go-forward strategy. If you don't know where you're going, neither does your team ... neither does anybody around you And so you will, by virtue of math, become the biggest bottleneck in the company. Here's why… If there's no forward plan where all of us can point at and go get it and help you chase it down, every time we want to know what to do we have to ask you, and we have to go to you... and it's a death of a thousand paper cuts. You're literally in a place where you're: Telling people what to do Checking that it got done Telling them what to do again. And if you've ever been in that situation as an entrepreneur, you know that somebody only has to ask you twice before you're ready to flip out and lose it. Am I right Stephen? STEVE: Yeah, yeah, usually once. ALEX: Once, right, right, but by the second time you're like "Are you kidding me?" And so the way we get past that is we create a clear strategic plan, we share it with our entire team… ... and if the team knows where they're going, here's what happens. I want you to understand something about the people coming to work for you. If you're in a small business, you're hiring entrepreneurs. I know that there's this saying in the market, "You're either an entrepreneur or you work for one." I call complete and total BS - don't even bring that crap around me. STEVE: Yeah! ALEX: Every person on my team is an incredibly talented, hyper-motivated, world-changing entrepreneur, they just choose to be part of a team. And so you're gonna hire entrepreneurs, and the way you keep entrepreneurs absolutely and totally focused and excited, is you show them what they're hunting, you give them the kill. You say: Here's our plan This is what we're doing This is how you win. And if you hire the right people, they will walk over hot glass to get to that destination for you. STEVE: Yeah. ALEX: But if they don't know where it is, you're gonna demotivate them and completely de-leverage them. So number one, you have to have a strategic plan. In my experience, less than 1% of businesses do. Also, less than 1% of businesses ever hit $100,000,000. In fact only 3% ever hit 1,000,000. STEVE: Jesus. ALEX: So when you look at that, it's not 1% of businesses that hit 100,000,000, 0.01% of businesses ever hit 100,000,000, and the reason is... Most businesses don't know where they're going. And Stephen, by *you* having the tools to build a strategic plan in your business, hasn't it changed how you approach things? STEVE: Oh gosh, you guys remember when I tell you those stories of I left my job... I created 200 grand of revenue really quick but there were no systems I was the… Support guy Fulfillment guy Sales guy. I did every role, and I voluntarily, very painfully, had to turn down revenue to go build these structures. And I want you all to know, it was Alex Charfen's stuff that helped me go in and actually set those systems in place... and so, please understand my affinity for this man and what he does. About halfway through the year, I was only at like 300 - 400 grand, which is pretty good, but that last huge sprint came in because of the things that Alex Charfen and his team were teaching me. All those planning things that I use, and all the things that I've just lightly mentioned, they've all come from Alex Charfen, and it helped scale me. ALEX: That's awesome Stephen... Man, that makes me so proud. This is so cool! Like there's only one Stephen Larsen in the world, and I told you that the first day I met you… I'm like, "Dude you are completely and totally unique and I think I can help you build the company you really want." STEVE: Yeah, you said ALEX: And for us to be sitting here, and for you to say that, *I got chills Stephen, that's so awesome. Thank you, man!* STEVE: Oh man, I'm so jazzed about what we do, but it's because of what you teach I'm like "I can do it... " The first time I ever saw Stephen at an event, I did not leave the event until I'd cornered him and told him what I needed to tell him... because I knew you were gonna be *exactly t*hat type of person. ...and here's why it's so important to me, Stephen. I could tell the first time I saw you, that you were gonna have a massive effect on the world. But here's what I know about entrepreneurs; you're gonna have the biggest effect on the people closest to you - the people who are most proximal, your team. And when I see an entrepreneur like you Stephen, I'm like: "Man, if that guy builds a team he's gonna change hundreds of lives internally in his company. They're gonna change millions of lives externally, and I know those hundreds of people will build your legacy." And when I see somebody like you, I'm like, “Man! That is the path, let me show you how to do this.” The fact that it's working, is like, “Ah, it makes me so excited every day.” This is why I get up out of bed every morning and do what I do. STEVE: Ah, it's so fun man, feeling's mutual. You walked up, it was from that FHAT event that you were at. ALEX: Ah ha. STEVE: And you walked up and said, "There's a huge company in you and I don't think you know it, and I'm gonna help you pull it out of you." I remember when you said that, I was so scared. I was like, "There's no way that this is real! I know who you are, are you kidding me?" It freaked me out, and I had to own my own vision for a while. It actually took me a while to practice that. Anyway, so much has gone on in mental clarity and development from what you've taught, not just these systems and things around, it's really cool. ALEX: - So let's give the second one, Stephen STEVE: Yeah, sorry, sorry. ALEX: oh don't apologize, shit I love this part. So first you have a strategic plan… #2: Second, the thing that you need to have is A system to communicate that plan. Let me tell you something about us as entrepreneurs… We think we're good communicators, but we're lying to ourselves. The fact is, we are haphazard and emotional, and we're pumped one second and we're not the next, and we're all over the place… Here's what happens… When we have a team that has to deal with a personality like ours, and there's NOT a system for communication, it's random and haphazard and overwhelming... and it comes from all angles, and they're waiting for word from on high. Here's the fact, if you're the entrepreneur in charge, you're the MOST important person in the building all the time. You're the most important person on the team, in the tribe, in the group, and they're all waiting to see what you say. And if they're waiting for days and nothing's happened, they start thinking: Is something wrong? Did something go bad? Did we do something wrong? So you need a system. As an example: My team knows every Monday at 4:00, we're all gonna be on a weekly meeting together. They also know every day at 9:27 a.m. we're gonna be on a daily huddle, and I'll be there. They know that once a month we're gonna have a meeting where we show our strategic plan. They know once a month we're gonna have a meeting where they all get the results. So they all know *when* they're gonna communicate with me and *how. From the first day you're on our team there's a system that controls how* you hear from me. Not just me pumping stuff out there haphazardly. As a result, my team knows they're gonna hear from me, they trust it and here's what happens. I set the expectations, I meet the expectations, we create trust. I create trust with my team every time I do that. And here's the fact: If your team trusts you, you get way more out of them. If your team trusts you, they will do more for you. If your team trusts you, you'll get discretionary effort ... which means when they're driving, when they're showering, when they're doing something else, they're gonna be thinking about *your business. Why?* ...because it gives them momentum. So if you have a strategic plan and a system to communicate it, you're ahead of 99% of companies out there. And Stephen, same thing for you with the system, the structure? Like… We all fight structure, but once you put it in place, isn't it incredible? STEVE: Oh, it's amazing! Stuff's getting done right now, that we set in place once. and then, I'll be like "Oh, podcast episode just launched,!Oh, what day is it? Oh, that's sweet! Everyone just put it out, all right, cool!" ALEX: Right, I remember when I started getting messages like, "Hey, I love the new podcast!" And I'm like "Oh, we put a podcast out? Nice!" STEVE: I didn't do that, what are you talking about? ALEX: So you have #1: a strategic plan, then #2: a system to communicate. #3: Here's the third one, now this is BIG, really big, and most business owners just, they don't look at this ever and it's the biggest struggle is, or one of the biggest struggles is; You have to have a system to consistently document the right processes in your business. And by documentation, I mean having: A flowchart A process document A checklist Something that shows you how the important things in your business are done over and over again. For example: If you walk into a McDonald's, and you look above the fry cooker, there is a process to cook fries above that fry cooker. Anything that happens in that McDonald's, there's a process for literally every single thing, including: Unlocking the door Turning off the alarm Sweeping the floor That's why there's a consistent experience at McDonald's; I'm not saying it's a good experience, I'm saying it's consistent. In most businesses, in most entrepreneurial businesses, there's no process. In fact, it's even scarier than that... The process lives either in the owner's head or in an individual's head - so you lose a person, you lose the company. You lose a person, you lose a big chunk of what you're doing. STEVE: Hmm. ALEX: So you have to have a system in a business to consistently evaluate what processes are in the company, and then on a monthly and weekly basis document the right ones. The way that I would suggest you start, is you look at your customer experience: What is the customer experience in your company? What process documentation do you have to back it up to make sure that is completely consistent? If you do that, you're gonna beat most people out there... 99% of entrepreneurial companies have little to nothing documented in any type of process. STEVE: They're just shooting in random spots 24/7. ALEX: Or they're doing stuff like, "Here's how we do our customer on-boarding…” I trained Suzy Suzy trained Annie Annie trained Bob John does it now ...and you're like "Oh, cool! Let's go and see what John's doing?" Well, John's doing nothing close to what Suzy and Bob and everybody else was originally doing, and so you have these degrading processes in your business. And here's what happens… When you look at entrepreneurial businesses, they tend to… Go up in revenue Come back down in revenue Go up in revenue Come back down. If you're inside those companies, hundreds of times like I have been, here's what I can tell you… Revenue goes up as the process is working, and then when it breaks, it comes back down. *PERIOD* That's why businesses don't continue to go forward - there are processes breaking in the business. Whether it's marketing, sales, delivery, whatever it is there's a process breaking. When you document your proceses, you make them bulletproof. So in our business, we actually use: Lucidchart Flowcharts Sheets in Google Sheets A new product called Process Street - a distributed, automated process document system, which is incredible. So we have all of our processes in Process Street, and we have a distributed team around the world. We have somebody in Ireland who can do their part of the process, as soon as they hit the last button it transfers to somebody here in the US who can do their part of the process. STEVE: That's awesome. ALEX: Documenting your processes + Putting them in place = Game-changing STEVE: Holy cow, okay I wrote that down. I'm taking tons of notes so everyone knows, I hope they are as well…. And I'm not sharing! ;-) Process.st is the company, and we are so happy with it because... Stephen, here's what I want everyone to know,... Cadey and I have had five businesses get over $10,000,000 a year, and all five of them ran them with paper checklists. This is the first time we have automated checklists in Process Street. The last information products business that we had, we literally had three-ring binders that we would carry around the office and check stuff off. Having a three-ring binder with a process was so much better than having somebody trying to do it from memory. Now with Process Street, we can distribute that three-ring binder, and I can get reporting on who's doing what. STEVE: That's amazing. Yeah, I've actually seen the three-ring binder and I've thought, "Holy crap, that really is how he's doing it.” You would teach it and then I watched you actually do it.. 'cause you would record your stand up meeting calls in the morning ALEX: Yeah. STEVE: And I was, "Oh my gosh, that's so cool! I'm NOT doing that, interesting." Then I’d go back and take notes and start it. ALEX: And then implement. Well, and you know, there's this phrase in the entrepreneurial world. Ah... *I kind of get a little triggered, right! STEVE:* Let it out, baby! ALEX: You know the thing that people say from stage: "Here's what I want all of you to know. All you have to do is stop working in your business and start working on your business." And I'm always like: "Oh, good, thanks. Thanks for solving it all for us dude, that was awesome. You just solved all my problems with that really cliched BS thing that everybody tells entrepreneurs." When I was in my twenties, my instant thought was like, "How do I get on stage to punch that guy in the face?" And my then my second thought was like, "What a load of crap! If I don't work in the business nobody's answering the phones, sucker." Like, what's going on here? I don't know how to make that change. And so the way you make that change is… Working on the business means documenting processes. By making it: Clear Repeatable Real And so you have… A strategic plan that everyone understands A communication system everyone knows is gonna happen A system for documenting processes so everyone can repeat what's going on with your clients #4: The next step,(and this is BIG), is.. A consistent system for identifying, documenting, and then prioritizing the right project in the business. STEVE: Ah, this changed my life. HARDCORE ALEX: Whoa, Stephen, you know how game-changing this is because, here's the problem in most businesses… Projects are selected emotionally. Period, I can't tell you that they're done any other way - they're emotional. You go to an event and somebody says "I'm doing this thing," and then, the next day, you're doing that thing. You listen to a podcast or you hear a webinar, and the person says "Hey, I added this thing to my business," and the next day, you're trying to do that thing. In our business, if I have a really great idea that I want to implement today… If I'm like, "Man, this is a really high sense of urgency, we should get this implemented." It'll probably be somewhere around 45 days, and I'm totally okay with that. That's the timing it should be in my business. Now if there's an emergency we're gonna fix it that day, but if I'm like, "Hey, I see an opportunity here with something," it's probably a 45-day event… Why? I have a team and a structure, and a plan, and we have a system that's moving forward. We're already hitting our numbers, why would I mess with anything? I actually protect what's going on in the business I add things gently I add things carefully I make sure my team's into it too I make sure we have consensus In just in the last 60 days, we've gone from two million recurring to two point three million recurring, STEVE: That's awesome! ALEX: So why would I mess with what we're doing? STEVE: Yeah. ALEX: Yeah, so when somebody's like "Hey Alex, I got this "great idea for your business." I'm like "Awesome, get in line." And we'll put it into our system to see if we want to actually do this… Because the fact is… If you're getting sold as an entrepreneur on what your next project should be, you're probably in the wrong place. STEVE: Yeah, that's fascinating. I really agree with that. It was your planning system for figuring out which projects, I still do it. Top of every three months and it has guided everything we do. And while I do follow a few rabbits and I'm practicing bringing it back in, we still largely follow the plan as to what the business needs, and that's ‘grow and scale’ rather than this impulse of like: "Yeah, oh shiny object, shiny object, "that looks good, that looks good!" And it's been that discipline, that's the other thing that's always up is my waterfall... ALEX: Yeah, yeah, always! I mean mine's up right now. I mean I could share it right now. And the reason is I always have my strategic plan pulled up in front of me, I'm looking at it every single day. I'm asking myself: Is the team doing what we need to do here? How do I support people more? How do I help them do this more? Because when you look at our strategic plan, here's what it's made up of. Our one-year outcomes Our client-centric mission - which is our Superbowl, our hall of fame, the long term The 90-day projects we're focusing on right now What we're doing this month to hit those targets . So that waterfall of long term, to one year, to 90 days, to 30 days, I can see it all on one document and it tells me EXACTLY where I should be supporting the team and *what* we're getting done. And so here's what happens… I went to an event a couple of weeks ago, and I had an idea that was like "Oh man, we have to do this." Then I come back to the office, I look at the waterfall and I'm like "What do I want to kill in order to do this thing over here?" And you know what the evaluation was? NOTHING I'm not going to take anything off this, that would be crazy. There's no way I'm gonna go to my team and say, "Hey guys, in addition to all the other stuff you're committed to, here's a hot potato." I just backed down and I waited till the next time we had a planning meeting and I said, "Hey, there's this thing I think we should do." We evaluated it It went into the system It went into the plan There is very little knee-jerk reaction in our company because we are going so fast in a forward direction, that for me to challenge that in any way it has to be game-changing at a different level - so it rarely even happens. STEVE: Yeah, black-ops right? Call them black-ops? ALEX: Black-ops. STEVE: No black-ops! ALEX: No black-ops, baby! If it's NOT on the plan, you don't do it... or it's black-ops. And usually, the biggest creators of black-ops are guys like Stephen and I. So my team has an open license to tell me if I'm doing black-ops. They will actually call me out in a huddle, in a meeting, they'll be like "Ah, this sounds like black-ops," and then we'll make a note, we'll put it in a parking lot and do it later. STEVE: Oh, that's so cool, okay. ALEX: Yeah, that's one of the most important things you can do when you have a team Stephen… You train your team to criticize you and then you congratulate them when they do. STEVE: That's really cool, then they have a license to actually flex their brain instead of feeling like they're in a box. ALEX: Absolutely. You know I heard a story once about Larry Page, who runs Google, He was in a meeting and he really strongly stated a point. and one of the team members got emotional about it and started yelling at him. She was like, "I think you're wrong and this is why you're wrong," and Page was smiling… Afterward, she asked somebody "Hey why was he smiling?" ‘Cause she backed him down, and he actually said "You know what, I think this deserves more investigation. Let's do this." She walked out and she was shaking and all adrenalized up, she had just yelled at the CEO of Google, like, “What the heck's gonna happen to me?” She turned to somebody next to her, and was like "He was smiling, is that because he's gonna come down hard on me?" And the person was like, "No, he was smiling because you confronted him, he loves it, he wants it.” He knows that if people aren't confronting him, he's in a bad place. So I look at it in my team and I'm like, "Hey, if my team's not challenging me a little bit, then we're all just marching behind a duck." You know, I don't wanna have ducklings behind me. I want people who are saying: Hey, this might work This might not work We might have a better idea So you give your team license to criticize and license to call you on stuff. STEVE: Gosh, I love that. #5: So here's the fifth one... So we have: Strategic plan Communication system Selecting and documenting the right processes Selecting and achieving the right projects, ….and then, this is BIG Finding the right people It's NOT just finding the right people, its… Evaluating the company Understanding what the company needs right now What can you offload that is going to create the most momentum, not just for you, but for the team, for everything that you're doing together? What is the position that you need to put in place next - so that the company moves forward the fastest? And unfortunately, just like everything else I've named, planning, projects, process, all of those... *people also become emotional.* An entrepreneur wakes up one morning and says, "I'm doing too much, I'm gonna hire an assistant." Then they have the assistant sit next to them for three weeks, and they wonder why this doesn't work out? It's because you had the thought to get help, (which by the way I congratulate you on), but there was no process there to actually make it work. And so here's the process you need… Evaluate what's going on in the company Understand what the company needs Turn it into a job description Then you use it to recruit You do tons of interviewing You drive it until you have three people that you can select from You hire one of them and then you do at least a 90-day onboarding, high-intensity onboarding. When I'm onboarding an executive team member, I meet with them every day for the first month, three times a week for the second month, and two times a week for the third month. People tell me, "Hey man, doesn't that "feel like overkill?" I'm like: You don't understand what it means to have an executive team. Your job is to build relationships with those people. You want to know how you build relationships? There's one commodity that builds relationships. One! TIME - that's it. And so when I'm onboarding, when I'm bringing somebody on, (whether it's on my executive team or anywhere in the business), somebody is doing that high-intensity onboarding with them… *Up close and personal every single day for the first 30 days making sure we have no drift.* And so, when you have a system to select the right people, bring them on and then onboard them the right way… Here's what you avoid, (and Stephen this is like, Ah, this statistic drives me crazy)... In corporate America, I know because I used to be a consultant there. In corporate America, they would say things like, "Well we just hired so-and-so in that position so they'll probably be productive in four to six months." The first time I heard that I was like "Did he just say four to six months? Does he mean four to six days, or does he really mean four to six months?" Because in my business, even way back then), if I had to wait four months for somebody to be productive I would have been, “They're gone”! STEVE: Yeah, yeah, they're gone! ALEX: And so in our business, we actually have this experience right now. We recently brought on somebody else, a new person to help us in marketing, and with our onboarding process, he was actually achieving products within the first five days of his first week. STEVE: That's so cool! ALEX: And that's how it should be. You want somebody to come in, be effective and start contributing and creating momentum. Because here's what will happen… As an entrepreneur, if you're wired anything like I am, (and I know Stephen is), if you have somebody on your team that starts to feel like they're not carrying their own weight, you won't sleep. You won't sleep, it will rip you apart, Stephen am I right? STEVE: Yeah! ALEX: It will destroy you… And so here's the question though… Are they not carrying their own weight because: They're lazy? They don't want to? They aren't the right person? Or is it because it's not clear what they’re doing? STEVE: They have no idea what they're doing. They don't have confidence...I didn't help them! ALEX: Right, 'cause here's the thing. Your team needs three things in order to ultimately be effective and to be the type of team you want. And here's what I mean by that… As an entrepreneur here's what you want, you want a team that just does stuff and asks permission later. You want a team that achieves and lets you know how things worked out. That's it! I just know this is how entrepreneurs work. You want people who make really good decisions. You want people who move things forward. You want people who don't stand around waiting for stuff. And if you want to have a team that actually moves things forward as an entrepreneur… You gotta spend the time with them and let 'em know what your ethos is, and let 'em know how you make decisions… That's how you duplicate decision making. STEVE: Hm, gosh I love that. Okay, so… Strategic plan System to communicate System to document processes that can be shared inside the whole biz Documenting projects and the ones you're gonna work on Finding the right people ...and I actually personally just went through your onboarding training and it's so awesome! 'Cause it goes through and it's like this, you basically create a runway for 'em, right? And if they don't land, don't worry you've got parachutes and there are jumpy cords all over the place... - you're doing everything you can to help 'em win fast and lots of small tiny wins that build that confidence, and I was like: "That is brilliant. 'Cause that is not the way you're taught anywhere else.” ALEX: So Stephen, check this out, man. We recently fell out of the lucky tree on recruiting and we hired this guy named Greg Duby and he is, ah, amazing. He's like, he's just one of the most exciting guys I've ever worked with because he's so solid and so centered, and just so good at what he does. Greg is a former nuclear propulsion tech in the Navy, so you know what that is, *that's the guy who rides the bomb around in the submarine,* okay? STEVE: Yeah, that's amazing! ALEX: Yeah, you have to have advanced degrees in Physics, advanced degrees in Math. He's literally a rocket scientist. So he worked in the Navy, then he worked at NASA, then he worked for some of the larger consulting firms out there… I mean, he's done incredible stuff in his career. He's just one of the most solid people I've ever worked with, and within about two or three weeks into our company, in one of our daily huddles, we said, "Who got caught being awesome?" It's where we call each other out, and he said: You know, I just wanna call this company out for being awesome. “ I've been here for three weeks, I've never had an experience like this getting on-boarded anywhere... I'm up and running, I'm excited. I feel like I'm really part of the team. I feel like I've worked here forever and I'm three weeks in." And this is somebody who worked at some of the best consulting firms in the world, NASA and the Navy! And our little tiny company has impressed him so much because we did onboarding because he knew what he was supposed to do. And as a result, Greg, I think we're about three months in with him, and dude, there are projects that I thought were gonna take a year or two that are getting done this week. STEVE: That's so cool! ALEX: It's crazy. STEVE: It's just a completely different way to do it. One thing I hated in the military, I love the military, but you know, some things that are rough and that is that there are no clear guidelines on how to win ahead of time. The way you're instructed is by hitting barriers and then you get punished for it, and you're like: "Just tell me ahead of time and I wouldn't do it! But all right, let's do more push-ups." Anyway... ALEX: Something tells me you did a lot of push-ups, Steve! STEVE: I just want to say thank you so much for being on here. I asked for 30 minutes and you just completely over-delivered, and I just really want to say thank you to you. My audience already knows very well of you. *Where can people go to learn more about you but specifically also get your help inside the business?* ALEX: So the best place to learn more about us is to go to our podcast. I publish a podcast four days a week, which is essentially a one-on-one conversation with an entrepreneur growing a business. And the way that I create each one of those episodes is when a question or issue comes up in our coaching groups, I create an episode around it, we distribute it to the group. But then also we distribute it to anybody who's listening, so you can get the same coaching that I'm giving my high-level clients right on our podcast… It's called Momentum for the Entrepreneurial Personality Type, and you can check it out at momentumpodcast.com. And then, if you want to understand more about our products, about our coaching groups you can go to our website charfen.com, but better is to just reach out to me or to one of my team members through Facebook. The easiest thing, is just reach out to me, and I'll connect you with the right person in our company, and we'll go through a process with you to help you understand if we can help you. You know Stephen, we're pretty neat, we don't sell everybody. We actually get on the phone with a lot of people who we sell later, but we won't sell you unless it's time. We know exactly what solutions we provide, and if you have those issues and they link up, then we'll work together... but we go through a personal inventory in order to help you do that. So if anybody's interested in getting on a call with a member of my team, you can also shortcut the entire process by going to billionairecode.com… Answer a few questions and you can just set up a call link and you'll be on a call with one of my team members and they'll help you qualify and understand where you are. And just so you know, we don't do sales calls, they are all consulting calls. When you get on a call with my team, you won't ever feel like you're being sold, you'll feel like you're being helped. STEVE: Which is exactly what I have felt when I started doing that as well. Just so you all know he's very serious about that - that's very real. I always feel like I'm being helped by anyone on his team. ...and come to find out later, "Oh that was the sales guy!" ...You know what I mean? They dare to go in and actually they want to change the world and they're very serious about it. So thank you so much, appreciate it. Check out Billionaire Code. The Momentum podcast is a goldmine, it is one of those gems on the internet that is actually worth all of your time and attention. Thanks so much for being on here, Alex, I really appreciate you and love you, and thank you for being on here. ALEX: Stephen, dude, this has been an honor. I hope to be able to get invited back again, and as a Sales Funnel Radio listener, this is really cool. I appreciate you, man! STEVE: Thanks, I appreciate it! Hey, awesome episode right? Hey, once I figured out the simple patterns and formulas that make this game work, I had a new problem… Back when I eventually left my job and launched my personal business, I sold about $200,000 of product in around three months-ish… And while I thought I was *King Kong,* a new problem started. I was the business, there weren't any systems... I was support I was fulfillment I was the one in charge of getting the ads around I was the sales department I was the marketing department And I knew I wouldn't survive it alone… Better yet, I knew I'd never seen a rich solopreneur. This game takes a team. Contrast that to now, and my company does tons of stuff that I don't know how to do... What changed? His name is Alex Charfen, check him out at charfenrocks.com. So I usually don't bring tons of people on Sales Funnel Radio, but you should know that his programs, combined with my marketing skills, are *why* my business is killing it in revenue today, and NOT killing me personally. Alex Charfen's programs and training have been life-changing for me and my family... and taught me *who I really am* and *what I'm meant to be. So when you're ready to build an actual business, an actual asset and NOT just make this another job… When you're ready to keep the role of entrepreneur but learn the role of CEO,* go get started with Alex Charfen at charfenrocks.com. That's C-H-A-R-F-E-N rocks.com.
	SFR 254: My Dream Customer Criteria...	25 Jun 2019	00:23:07
Today, I wanna share some of the criteria that I personally use to choose my Dream Customer. I have an actual list that I go through to find my Dream Customer. Knowing my ‘WHO’ helps me on multiple levels so that I can: Create the sales message Serve the right customer for my business Choose the dream customer for my personality Now, when you think about the phases of this whole game, it goes like this: I pick my market - a red ocean market. I choose a dream customer inside that market. I choose a core problem that my dream customer is experiencing. I choose the core solution. I turn that core solution into an offer. The actual launch/ or campaigns in general - which includes funnel building, content creation and a bunch of methods like that. ...that's a lot of steps, but I've gotten really good at *making each of those steps crazy simple.* And those are the six steps I use to get things out the door. Its kinda like if someone was asking, "Hey, can we make building cars more simple?" Yes, they're still complicated, but the building of them can be simple. You see what I'm saying? There's a lot to what we do in this game, but it doesn't need to be complicated, per se. FINDING YOUR DREAM CUSTOMER So I wanna share a few of the criteria I use to find my Dream Customer… and WHY it’s *sooo* important to me! I didn’t ALWAYS have these criteria…(and it kinda made me broke and miserable)... In fact, this is a pretty recent list... and I've gotten clearer as I’ve gone along… Let me tell you a story… MY MONEY BARRIERS Back when I was doing door-to-door sales, I'd wake up excited… I'd literally run from door-to-door just get more doors in for the day. I would knock on doors and sell ANYBODY who had the cash to pay. If somebody said, "Here's my credit card," you’d just take it. BUT… there are some major drawbacks to that kind of a thing - HUGE drawbacks. In fact, I'll tell ya, I was *soooo* scared… (a little bit chicken even 😉 ) I had a lot of money barriers that I hadn't overcome at that time. Six years ago, I was doing door-to-door sales... We’d drive around in these areas, (selling pest control), basically tryna see spots that would be the easy laydown sales... and they would spend a lot of money. We'd drive around, and look at these different areas... I remember, there was this particular area… I don't wanna offend anybody when I say this, (you have to understand, from my perspective as a door-to-door sales guy)... ... but I’d be like, "I don't know that these people are gonna have cash to buy pest control - Pest control may not be the biggest thing on their to-do list right now.” … we weren’t judging, but that was the reality. Then we'd drive through these really rich, affluent neighborhoods, and we'd be like, "Man, these guys would spend a ton of money on pest control. Holy crap! So cool" But I had so many money fears that I would not go to the affluent areas. Instead, I’d go to these areas where I’d sell cheaper contracts... 'cause I was cheap in my head. I would sell cheaper contracts and I would sell cheap… *and it was on purpose -* I’d literally seek out kind of low-income housing areas. Now there's a BIG lesson in this… STAYING BROKE So here’s what happened… I sold A LOT of pest control… 'cause I was able to give the first treatment for free, and then say, “...it's only this much per month.” I was literally fighting and competing on price. The first half of the summer I did really well… The second half I started learning *what the internet was... and it kinda messed me up, and I lost all my focus. But I still did a lot of sales...* The way a lot of these door-to-door companies work is that *you get paid four months after the summer's over...* 'Cause they wanna make sure that the accounts just aren't gonna fall out or whatever. Which makes sense, right, from the business side/cash flow side of things… Anyway, the day came, and I get a message saying, "Your check's on the way," so I run to the mailbox excited. I’d worked the whole summer, and we were super pumped about it. “This is gonna be the check that save us.” This is gonna be the check that's gonna give us security for the next two semesters of college. But when I opened up the check, I was like, "This can't be right. Are you serious?" There was ONLY $1100. I was like, "Are you kidding me? There's gotta be some mistake here. I worked a whole freaking summer and I only have $1100?" I have chills right now thinking about it - it freaked me out so bad, 'cause I realized that the sprint we were living in gonna keep going. After I settled down, I called my boss, and I called my buddy... and said, "Hey, what happened?" And he goes… "Dude, you only knocked at the poor neighborhoods, Stephen. You got a lot of contracts really fast, but when it came time for that second and third rebill, EVERYONE canceled… So you only got a little bit of money up front for getting the contract… I had spent the majority of the summer knocking poor neighborhoods, and in the end, I had nothing to show for it… … because almost *ALL* of them canceled. And again, no judging, but think about that... A lot of these other people who’d only knocked rich neighborhoods, (this is a big lesson, and *it slapped me on the face so hard*)... ...had *waaay* less sales, but A LOT more money. *A LOT MORE MONEY* There's a HUGE powerful lesson here… And I started realizing that: Just because somebody has the cash does NOT mean they’re your dream customer. I’M NOT CHEAP So now, I wanna share some of the criteria that’ll help you recognize your Dream Customer… And usually, it means is saying ‘NO’ to other people. In fact, I was on a cruise ship, and there were some people who were mad at me for NOT having really cheap products right now. My stuff’s kind of expensive right now... So when people ask, "Hey Stephen, what can I buy from you?" I don’t have those cheaper things in my value ladder right now… there certainly will be cheaper products… But right now… I’m NOT focusing on my: ‘Could be customer…’ ‘Hey, they have the money customer.’ I’M FOCUSING ON MY DREAM CUSTOMER … when I said that, people got really offended! They're like, "So am I not your dream customer?" …. I said, "Well, probably not," and that's okay… ... but they didn’t like that! THIS CAN CHANGE YOUR LIFE! I want you to understand *why* this list I'm sharing is such a BIG deal! It's NOT a list that I just drew out! A lot of *very painful* experiences led me to this… For example, that door-to-door experience 😬 Honestly, a lot of stuff that I have launched recently, has come from me saying ‘NO!’ to a lot of people. Again, you have to understand from my standpoint, I'm proving out the idea and making sure that we have awesome results - which we do! Which is *why* you'll start to see a lot more cheaper products coming out soon. I'm proving out the core of the value ladder - (i.e. something that's mid-price or more expensive)... ….I'm doing exactly what I tell you guys to do. Then I'll go do the cheap stuff, right… but I don't have time for that yet. THE WRONG WHO At the beginning of last year, when I left ClickFunnels, I was selling the wrong *who… I was selling to the wrong customer.* It wasn't a dream customer - it was a ‘could be’ customer. It was the customer that had cash… Within three months, I hated waking up. I’d wake up and I'd be like, "Aw, I gotta go serve these people… they’ve paid, so I have to fulfill…” But it was terrible - they didn't do have the stuff I was telling them to do. Sooo… All I did was change ‘the who,” NOT the product… and all ships rose. When the customers came in they were not just better, success stories went up 'cause they were just doing it. I didn't change the product. THE SCIENCE OF SELLING ONLINE Someone in my Facebook group asked the question: (by the way, if you're not in the group you can totally join us @thescienceofselling.online)... "Stephen, I have my customer, I have my product, I have my sales message, I have my offer and we've got great traffic coming on in, and tons of people are seeing my order page. Why do you think they're not buying?" Right of the bat, I said: “It’s waaay easier to change your customer, (the person who's hearing your sales message), than it is to go change the sales message, the offer, and the funnel." At the beginning of last year, I made a few tweaks to the sales message, but really I just changed *who* was hearing it.... We just changed the ‘WHO,’ ...and suddenly, the whole business exploded. WHO SHOULD I SELL TO? So I've gone from selling door-to-door.. ...which really helped me understand that *I should sell to people who: Have Money Are Willing Are Able Have Money I know that I wanna sell to those that are willing and able, but I wager that there's one more criteria* though… And that is, people who are: Willing + Able + A Dream = My Ideal Customer … those are the three categories that I look for now. I don't just look for willing and able anymore... now it's *willing, able and a dream customer. So this is how* I came up with the criteria for my dream customer… I'm setting this up, so that when you see the checklist, you to value it for *what* it really is and *how* powerful it is... ...and *the journey* it's taken me to EVEN get clarity on this... ('cause, it's been a lot). I've had to go through a ton of personal failures in order to create this list. You'll notice that A LOT of these things on the list have very little to do with demographics and very little to do with interests… *But they do have a lot to do with psychographics… ...meaning the way the customer thinks.* Psychographics are way more important than demographics in terms of creating my dream customer. I don't really care about demographics, I want psychographics. How does my customer they think in terms of creating the dream component of willing, able, and dream? There's a more in-depth, far more applicable version of this that I do at my OfferLab event. OfferMind will definitely talk about it a little bit, but anyway… But this is My Personal ‘*WHO’ Dream Customer Criteria. MY DREAM CUSTOMER INGREDIENTS* INGREDIENT #1: I want my *Dream Customer* to be able to buy. My Dream Customer is somebody who buys and uses red ocean products, (especially from the category king). So think about that… *I want them to be a current purchaser.* Eugene Schwartz - copywriting, advertising rockstar that he was, says that there are three types of traffic… Hot traffic Warm traffic Cold traffic *I also wager that there's one more…* I don't just wanna sell hot traffic... By definition, hot traffic is somebody who's ONLY problem aware and solution aware… THAT’S NOT ENOUGH FOR ME I want one more level - it's ‘*The Dream Phase.’ I want someone who's problem aware, solution aware and a buyer.* You don't have to be hot traffic and be a buyer by Schwartz’s definition. I feel like I'm walking on coals, fighting the great Eugene Schwartz while I'm saying that… But understand, it's actually NOT enough for the way I chose *my who… I only want those who are problem aware, solution aware and a dream… and so for them to be a dream, they need to be a buyer.* I want them to be an active purchaser of red ocean products. Case in point… Let's say I'm selling the Crossfit community, and I'm telling them about ketones. Well, it's gonna be really weird if I'm selling the Crossfit community, and I'm selling somebody who's NEVER actually purchased or paid for ANYTHING for Crossfit… You see what I'm saying? I want them to be a buyer of that red ocean stuff… that also tells me that they're NOT a freeloader. INGREDIENT #2: I want my *Dream Customer* to already be conscious of their pain. There's a lot of old-school copywriting courses and marketing courses that teach that you need to spend time talking about their problem - so that it brings room in for your solution. I HATE THAT The reason I hate that is that, I have to create the problem. (...and I'm not fighting it. I just think it's a harder customer.) If the problem that I'm solving isn't BIG enough, so that when they see my solution, they're like, "Oh my gosh, finally, I've been waiting for this!" … that tells me right out the bat, *I don't want that kinda person.* It means I have to educate them on the problem, NOT just my solution - that sucks, okay. I want someone who is currently conscious of their problems and their pain already. *… this also means that they're in a state to react to my sales letter.* INGREDIENT #3: I want my *Dream Customer* to have bought the red ocean products, but still, be feeling hopeful. I want them currently in a state where they feel abandoned, forgotten, almost betrayed. Meaning, they went in and they purchased, "I'm gonna do CrossFit!" ...and they're doing it, and then suddenly, they're painfully conscious of the lack of results… They're like, “Man, I was so hopeful. I was really hoping that would be the one." Well, that tells me that they're a really passionate individual and naturally hopeful. I want that... There might be parts of my product that I'm launching that may not serve them the way I really want it to, and I’ll need a little bit of time to go in and make some tweaks *- so it will serve them.* Somebody who's naturally hopeful will appreciate that… versus a natural skeptic. I don't want the skeptics in my programs - they fight me on EVERYTHING. I try actively to keep them out. Understand, my sales funnels are NOT just to sell people, they're also to keep people out … ...which is why I'm very forward on *who* my stuff is for … and *why I*'m walking through this! INGREDIENT #4: I don't my *Dream Customer* to play 20 questions with me or my support. They need to know value when they see it and buy on their own without me hand holding them. This is such a BIG deal because the way that I bring somebody to my product and the way they are brought in effects their success… The manner that a customer enters my product often dictates how well they do after the purchase. So if I have to beg them to purchase, I will, by default, usually have to beg them to do stuff with it afterward… ... *so I wanna set precedents ahead of time.* I've already answered 99.9999% of ALL the questions people are gonna ask - so if I've already answered all those questions… I don't need them to keep playing 20 questions…I need them to be doing what I'm telling them to do. Just do it, right! I’m NOT gonna beg them by saying, "No no, it really is awesome..." There's a reason why when someone Facebooks me questions about my product, I don't answer. I really don't… Someone will reach out and say, "Hey Stephen, how do I do x, y, and z? Is this really the product fit for me?" ...and I'm like, "Probably not. Looks like my funnel didn't pick you up, so you may not be a good fit." …. they're like, *"What?"* ...and it freaks them out. They're like, "You're firing me?" and I'm like, "Yeah." I can do that as a seller... and so can you. I wanna go and make sure that they're NOT gonna play 20 questions… which doesn’t mean that I won't serve them... It just tells me about their mentality, and what I'm gonna be doing post-purchase with them. I want natural action takers. INGREDIENT #5: I want my *Dream Customer* to already have some level of success. I don't care what it is… I don't care if they're an ice-skater who won some cool thing, whatever… It tells me a lot about their mentality. They're more likely to succeed at my products when they've succeeded with something else in their life. If I am the first level of measurable successes they've felt in their life then that’s an issue… I'm NOT just gonna be a product coach on what I've told them I will help them do and the outcomes I have promised them... I will become a life coach… Most people don't like my life coaching methods ... which have a lot to do with me saying things like, "Sack up and just do it." A lot of people are gonna have a hard time with that. So, I want them to already have some level of success, 'cause there's a mental toughness that they've developed already. INGREDIENT #6: I want my *Dream Customer* to consume market content regularly. Q: Why would I want that? A: 'Cause it means that they're gonna be likely to consume my content Next on here… I want them to have experienced a previous identity shift Every purchase that we make in this life includes an identity shift... That's pretty profound… (...is it weird to call your own thing profound? 😂) Every purchase that you make also includes an identity shift. I want them to have participated in a red ocean identity. I want them to have walked in and put on a t-shirt that says ‘Crossfitter,’ own it, and tell people about it. The reason *why is because they're more likely…. when they realize that their method... (I'm not throwing rocks at CrossFit, I chose that as a random example)... But let's say that they went in and they put on this identity as a ‘CrossFitter…’* I want them to own that identity. “I am a ------- (fill in the blank)!”...is a very powerful statement to finish in your own psyche. ...and so I want them to have done that. Once they’ve owned an identity, they're MORE likely to take on whatever identity I'm going to give them. I can't be the first time that they've put on an identity - there's ownership that's required for that. So, anyway, there's just three more criteria…. INGREDIENT #7: I want my *Dream Customer* to be a sneezer. Now, this is kinda gross... I believe it's from Seth Godin… He talks about the concept of being a sneezer, meaning, *they spread stuff,* (which is totally nasty). But he's like, "You need sneezers!" I was like, "That makes a lot of sense." I want my customers to be true believers, aka, Diehards. So when they purchase, and we start getting those results for them, they're like, "This is awesome!" Spread, Spread, Spread, Spread, Spread ...they tell everybody, “You should go check this out,” and they become some of my best salesmen ever. INGREDIENT #8: I want my *Dream Customer* to have a strong sense of self. This one might surprise you that it's a criteria for me. But when somebody doesn't have a strong sense of self, I have to help them find themselves, and that's okay, but it's just more challenging. I can't be the source of their ‘self’… My company is NOT the source of personal validation. I am there to give them a result. We'll create a relationship for sure, but when they come in with the premise and the expectation that I'm the one that's gonna go give them personal validation… …. it's really weird! Every step, they're like, "Is that okay?" "So it was okay... was all right then? " Okay, sounds good… cause I was just making sure it's okay...Cause if it's not okay, tell me 'cause I'll switch it! “ “Cause I wanna make sure it's okay… cause Stephen, I just wanna make sure I'm following your models, okay?” "Is that okay?" I'm like, "Whoa, oh my gosh! You did it! Done's the new perfect, son. Just move!" I will get feisty with them so, I can't be their sense of personal validation. And then, the last one is… INGREDIENT #9: I need them to be willing, able...and a dream. *... that's my criteria.* The reason *why,* is if they’re… Willing Able (meaning they have the cash) A Dream ...and they fit a lot of these criteria, (if not all of them). Then, I wake up in love with my customers. I wake up and I'm like, "Oh my gosh, I cannot wait to drop this new thing on them. They're gonna get so much more success with this. It's awesome." ...and it lets me play in my mental playground zone more. It lets me play in my zone of genius more when I love the customer. I love my customers, and it's been a long, long, long time of me making sure that I'm serving the right customer... *not just for the product, but for my personality.* So that when people come in they're like, "All right, I love this," and then they do it - they move and act. Hopefully, it's helpful to you! This is an awesome blog, if I do say so myself... it’s one of my favorites. *REMEMBER* All good marketing starts with a who. So if you can get clarity on: Your dream customer? Who you're serving? Why you're serving them? Maybe some of the criteria that you personally want? ... that's okay, just add your own. We're talking about YOUR Dream Customers, which may NOT be the same as my dream customer. Get clear on some of those criteria and you’ll literally be able to build a business that you like. If you liked this... then leave me review @ sjlreview.com ...that would be super helpful. It's been really fun to see a lot more of those reviews lately. I've really appreciated that - it's been helpful for me. It's a lot of work getting these shows up. We have a huge team behind getting these out - so it's super fun for us to see all those together... sjlreview.com OFFERMIND Also, last part… OfferMind is getting *soooo* awesome! We have... Dana Derricks Alex Charfen Myron Golden Obviously, *I'm gonna be speaking* and then, to top it all off, we have the brilliant and incredible Russell Brunson keynoting! ...so it'll be very fun. This is NOT an event like you've EVER been to. I'm excited about it - we'll get a lot more into the nitty gritty of how a lot of this stuff all fits together. A lot of times, I just wanted someone to just *fit the pieces together?* … and sometimes, that means going just one layer deeper so that you can make it simple and understand *how* a lot of these components work together... and take on the identity of a marketer. I am a ----- marketer! Go to offermind.com and we're excited to have you. All right guys, see you later. Get Rich! BOOM! If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on *all the strategies, right? That's also good. But the hardest part* is figuring out what the market wants to buy and *how* you should sell it to them, right? That's what I struggled with for a while until I learned the formula. So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it. *Wanna come?* There are small groups on purpose, so I can answer your direct questions in person for two straight days. You can hold your spot by going to OfferMind.com. Again, that's OfferMind.com.
	SFR 253: Dave Woodward Shares The New Affiliate Bootcamp Book...	21 Jun 2019	00:26:54
*Dave Woodward helped shape the entire affiliate program at ClickFunnels. He's a personal mentor, friend, and brother.* *It's long overdue that I invite him to come on Sales Funnel Radio to share his wisdom...* I'm really pumped about this. Frankly, it's been in the planning for, like, seven months now… I have wanted to get interview Dave Woodward for a very, very long time. If you guys don't know anything about him, he is one of the backbones of ClickFunnels... … so you’re in for a treat. I think it was October-ish 2018, just after the 30-Days Book went out. I was approached by ClickFunnels to write a chapter for a NEW book... And, NEWS FLASH… In case you’re slow to catch on ;-) this is me, announcing the release of the NEW Affiliate Bootcamp Book! And of course, in true Steve Larsen fashion, I'm gonna over-deliver bonuses to the hilt, so you’ll wanna buy the book through my link… THE NEW AFFILIATE BOOTCAMP BOOK The book asks the question: “How would you retire as a ClickFunnels affiliate in a hundred days?” I spent pretty much all of my Christmas break writing my chapter. ...it's NOT straight theory kinda stuff. This is A LOT of the strategies I’ve used to crush it in affiliate contests. So, I'm really excited about this. For the 30-Days Book, I interviewed Russell… For this one, I thought I would interview one of the backbones of Clickfunnels and the reason why: Stuff gets done There's an affiliate program that's run well. The Dream 100 program is killin’ it. ...and the name of that individual is Dave Woodward. He's a beast. He's the man... Dave has become one of my favorite people on this planet, a mentor, a friend, a brother, and I look up to him like crazy. I care dramatically what Dave Woodward thinks about me. Maybe I shouldn't... I'm NOT supposed to say that, but it's true. I really appreciate him, and everything he's done for me, and my family. I am very, very excited, and completely, (in full transparency), extremely honored, to have our guest today. This has been an interview I have been planning, and looking forward to, for a little over a year and a half now. I'm excited and to be completely honest, a little bit nervous. I have tremendous respect for Dave Woodward. - tremendous respect. If you guys don't know who Dave is, you should! INTRODUCING DAVE WOODWARD Dave is one of the *cornerstones and keystones* of all of ClickFunnels, and why it works… ...please take that from a guy who sat across, and watched, and was very much a part of the intimate workings of what ClickFunnels is, and how it works. Dave is one of the reasons why ClickFunnels is where it is. He is one of the reasons why relationships are the way they are. And, in my honest opinion, the reason *why* Russell can even get his message out there… I have a ton of respect for Dave and for what he does. He has gone from a friend to an incredible mentor to me. I so appreciate and love him, and I'm very honored to interview him today. Dave, thanks for being here. DAVE: Well, I'm extremely honored, and I'm very nervous myself, so that makes two of us. Thank you for allowing me to come on your show. I have such huge props for you, and I just admire all your work, and everything that you've done… No one implements like you implement. I love seeing it, you're such a role model to my kids, it's just fun, and I love seeing the impact that you're literally having across the entire world... so, it's an honor to be here. STEVE: Oh thank you very much, man. I'm glad to have ya. Now a lot of people may not know…. Dave sits, literally across from his seat, he literally is looking into Russell's office - I mean he's like right there… There's this tradition, (at least when I was there), it looked kinda like this… So Dave and I, right, we're working, Melanie's there, we're getting our stuff done. Usually, there's some music going. We're sitting around, and then all of a sudden Russell goes,”“UHHH!” Which means… “Get up and run to my desk.” So Dave and I, would get up and run over to Russell's desk, and we'd basically watch the zeroes and ones God pour down wisdom into Russell's marketing brain… https://media.giphy.com/media/3JSGn9bSDpzAFutb6W/giphy.gif ... *and gold would just fall out.* Dave and I, would both try to keep up, while at the same time validating, “Oh my gosh, that is a cool idea, better catch on to it...” ... it's like really, really fun. One of the funnest environments. I miss it terribly. Now, but a lot of people don’t know that you had a history with Russell and, pre-ClickFunnels. Right? I mean, what were you doing before coming into ClickFunnels? HOW DAVE MET RUSSELL DAVE: I had my own marketing consulting agency for years. In fact, I actually met Russell… So, I come from the direct response marketing days… Old Dan Kennedy, Bill Glazer, copywriting type of stuff... years and years and years ago. And at the time I had a lot of clients who were in either the insurance, the health field, or else mortgages. A lot of them were trying to figure out this whole online thing… (this is like 2007, 2008). And it was that point where I thought, *I gotta figure out this whole internet stuff.* I've got too many clients who are wanting information about it. I'd been on Russell's list, I'd been on other lists, and Russell was coming to do a seminar in affiliate marketing, not far from where I lived in Southern California… So I thought, “Oh great, I'll just go, and go and listen there.” I'm a huge believer of either working your way in, or buying your way in. And I've always preferred buying your way in, if it's at all available, it's faster. So it was Russell and Stu McLaren, and Russell got up and said: "Hey, you know what? If you guys would like to take us out to lunch or dinner or anything, to just kinda pick our brains, go to the back and sign up." I literally jumped out of my chair, ran to the back, and I signed up for EVERY breakfast, lunch, and dinner that Russell had. I'm like, “The guy's either gonna hate me, or we're gonna become friends through this thing.” I wanted to get to know him better, and so I literally signed up for EVERYTHING! I'm sure when he first got it he was like, “Who in the world is this Dave Woodward guy? What have I gotten myself into?” I can guarantee you, Russell would never do that now. You could never take him to lunch or dinner, but he was just getting started. … and so we created a deep friendship. I ended up setting up his 10th anniversary for Collette. They flew down to Southern California and went out to dinner, then flew to Catalina... Russell is more than a friend, he's like a brother. He's probably, in all honesty, the closest friend I have aside from my wife. There's nothing I wouldn't do for him. Over the years, we've had the opportunity of doing a ton of different projects together, some in the real estate niche, some in the network marketing niche, some in the fitness niche. *Some made money, some lost money.* My very first product was with Russell - it was Legendary Marketers. STEVE: No way. DAVE: Yeah. STEVE: Oh, I didn't know that was. Cool. DAVE: And so, that was the very first product that I ever did... Again it was one of those things where I saw, just his desire to help others grow, and, at whatever the cost. Just, just pour so much into people, and I was just drawn to him… … and we've just literally become lifelong friends. When we started ClickFunnels, I was still in Southern California. I was flying up here every other week, and Russell was like, “You just need to move up here..” I'm like… Dude, listen, we've been through a lot of things over the years, and NOT all of them have worked… Before I uproot my family, I wanna actually make sure this whole ClickFunnels thing is actually gonna take off. And then, as you can tell right now, it'll be three years this August. So we moved up here after ClickFunnels was up and running for about a year and a half. STEVE: I remember that. Only because it was like two months before, you flew in, that's when I moved my family up. Russell was like, “You know Dave Woodward?” ...and I had just started seeing your majesty in the inner workings of ClickFunnels - all the stuff you're doing with Dream 100, the affiliate stuff… … and Russell was like, “He's gonna move on up,” and I was like, “No way, that's awesome.” You moved up, and I kid you not… We were already kind of naturally high energetic people, you, and I, and Russell, but the overall energy, *it was like one plus one equals twelve* when you came in! I was like, “This is awesome,”...it's not a classic business office… We were running around barefoot in t-shirts, shorts... music going all the time… it's such a fun place to work and try to change the world also. So, how did you end up doing stuff for Russell's people - the affiliate manager was your first role, right? DAVE: Actually, no. I was in charge of all our business development. So one of the pieces of it was the affiliate plan. STEVE: That's right, my bad. DAVE: Yeah, so, what happened was, so … My coming into ClickFunnels, (as far as, one of the things), we were at TNC, (we’ve just come back from TNC 10, so this must have been TNC, like five, or six), and it was ClickFunnels' first booth, at TNC, and they had put us in the far back corner… I was like, “This just sucks. We can't do this. No one's gonna see us.” Russell was actually speaking at TNC, and he was like, “Gosh, I just wish we had some way of getting attention to us, no one's gonna come to us…” ...because it wasn't in the main ballroom… He was like, I wish we could just get some of those like showroom girls, you know, event girls, whatever it is.” I'm like, “Dude, you're in my city. This is San Diego. I promise you, I will get you some girls.” And sure enough, within about two hours, we had about five girls there, basically handing out t-shirts and directing people where to go... And that's, I guess when Dillon and Todd were like, “We definitely need him more full-time than he is currently,” and that's how it started. STEVE: Oh, man. Yeah, yeah. There have been multiple times where you've done stuff like that. Russell flies in, you fly in, you know. Guys, Dave, Dave is the one that protects Russell emotionally when we travel as well. Multiple times, just protecting him. Making sure, “Hey, we need to get somewhere,” or making sure Russell is where he needs to be, and protecting him from people who may be, respectfully, somewhat of a time suck. There are just so many stories that are just popping into my head. Oh my gosh… You guys flew in once, and Russell didn't have any time to sell, or didn't get order forms, and you literally, in the lobby… What's this story again? It's awesome. DAVE: A friend of ours, basically in the health space, flew into Denver… I love to sell, which is weird because for years I hated selling. It was like the worst thing in the world. I would never, ever sell. I would never associate myself with selling... … NEVER, dirty, bad! But, I remember, we flew in, and I was sitting there talking to the promoter, and he basically said: “Well, you know what, I thought we were gonna have more time. we ran over, we only really have about 25, 30 minutes, and you can't sell” I'm like, “Dude, we flew all the way to Denver. We're not here NOT to sell.” And he says, "No you really can't sell." So I said, "Well, how much time do we have?" He said, "Well, you've only got 30 minutes." I'm like, “Well we need at least 45.” He said, "Okay, 45 minutes." I said, "If I just have a little tiny offer, would that be okay?" He said, "Yeah, but I don't want a full pitch." I'm like, “No problem.” So I literally went into the little business center, and I created an order form on the computer they had there, (I'm sure it's so completely non-compliant)... It was, honestly, just name, email, address, phone number, credit card - that's it. It was printed off black and white and there was nothing fancy to it. I don't even know if they knew what they were buying. But, just like Russell does, he was able to get up and he spoke... I could tell the promoter at the back was just getting antsy. He's like, “You gotta hurry, you gotta hurry, gotta hurry.” I'm like, “Russell let's just go a little bit faster.” So, all of a sudden, he gets to the pitch. He's like, “Listen, I don't have time to go through this, but you're gonna get this, this, this, this, and this… ...and if you want, Dave's got some order forms, just take the order form and give them to us, and we'll process it.” I literally had someone come back there and grab it out of my hand, write on it, and slap it down right in front of Russell on the stage. Usually, we get table rushed at the back, but we had this massive podium rush. Everyone went to the front, and it was hilarious. We out the room and we just laughed. It's those types of moments, where I'm like, “No matter what it takes when you have an opportunity, we're gonna sell...” And we sold, and it did very well. STEVE: You guys knocked out the house, is what I heard. Just blew it out on a whim. I mean, come on! That's the kind of team that you guys are. It's just awesome. Hey, so I wanted to ask a little bit about this Affiliate Book that's coming out - you have such unique eyes from where you are, and where you get to sit. I know you get to work a lot with: Biz Dev Bringing in new Dream 100 people All the affiliate stuff as well … what is this New Affiliate Book, by the way? DAVE: Oh, it is super, super cool… so this whole idea behind affiliate marketing ... First of all, for those of you who aren't familiar with affiliate marketing, it's probably the easiest way to get started online, because you don't have to have your own product. You are literally promoting someone else's product. And for us, they're promoting ClickFunnels. We have a whole bunch of front end products because it's really hard to promote just a free trial - one of those was 30days.com. Another one is OFA… If you're not on OFA, my gosh, the One Funnel Away Challenge, Steven is just crushing it - so you definitely need to be in that. We had so much success with 30days.com - the idea behind that summit was, Russell went out to a lot of our Two Comma Club award-winning people, like Steven, and basically said: “Hey, if you were to lose everything, and all you had was ClickFunnels, and your marketing know-how, what would you do in the next 30 days, to make money?” ..and they put together a 540-page book, and it became a front-end for the One Funnel Away Challenge. Well, as we were looking at that model, it became super, super successful, and we realized... Steven actually helped build out Affiliate Bootcamp, which has been the primary product we've used to train our affiliates over the last year and a half, and we're at a point right now where we're trying to think… *If we were to update it, how would we do it best?* And we thought, instead of us doing it… Why not reach out to the people who've been the most successful doing affiliate marketing inside of ClickFunnels, and have them tell their stories… ... and use somewhat of the same premise as the 30 Day Book… Not necessarily, if you lost everything and only had 30 days, but, “If you were to start over as an affiliate, what are the things that you would wanna do?” What are the different things that would actually provide the greatest return in the shortest amount of time? Because for a lot of affiliates, it's like, “Ah, I've got my own job, I don't have a whole bunch of time, ” and it was just fascinating. Bailey Richert is the one who basically put it together for us, she went out, and interviewed 17 of our top affiliates… I was literally talking to her today, and she goes, “You know, Dave, the 30days.com was really cool, but the real secret sauce was on the back end after you bought the product you got behind the scenes of their actual funnel…” She said, "I don't know what it was with these affiliates? They literally gave every single thing on the front end." So those people who actually get involved in our New Affiliate Launch, or Summit are going to get the very best of 17, (we may actually get to 20, but 17 right now), people who have literally been crushing it as an affiliate for ClickFunnels sharing EVERYTHING: YouTube strategies How to do an offer? What is a bridge funnel? How do you build a list? How do you build a product that ties into your list to provide even greater value so that people fall in love with you, as well as the new product that you might be introducing them to? So, the whole idea behind this is really to have a person create their own product/ business on the front-end without having to create all the products, (and everything else), on the back end... … and NOT have to worry about the support. So, I'm so excited about it... because it’s literally going to be the BIGGEST game changer for us. Currently, Steve, we have five people who have done over a million dollars in affiliate commission so far. Five people who have hit the two comma club as an affiliate for ClickFunnels. STEVE: Oh man. DAVE: It's just insane. You know, when we first started this thing, we came up with this idea of the dream car… The idea behind it is, if you got a hundred people, we'd pay $500 for your lease or purchase of your dream car. At 200 people, we'd pay $1,000. I thought, “No one's ever gonna get to 200 people!” ...and now we have people who have thousands of affiliates... Thousands of ClickFunnels accounts because of it. So the idea behind affiliate marketing: It's the easiest way to get started online. This new affiliate summit is literally gonna give you, truly, the step-by-step program from 17 of the top affiliates that we have. They're gonna break down, NOT only just affiliate marketing, but *how* they actually get traffic, how do they actually build an offer, how they build a bridge page. And you’ll actually see some of their actual bridge pages, as well. We were sitting there trying to price this thing out, and I'm like, “You understand this is like a $500 product,” and Bailey's like, “Yeah, but summits only sell for like $47 to $67.” And I'm like, “Oh my gosh, alright, we'll do it, whatever price.” I don't know what price point we're gonna settle at - *somewhere between $47 and $97,* I don't know... But it's people like you, Stephen, who literally said, "Alright, let me show you exactly what it really takes. Let me go through and break it down step by step, how you actually can make tens of thousands of dollars a month, as an affiliate." And I know we pay you a pretty hefty cheque, just in affiliate commission. STEVE: Yeah, it's, uh ... And what's funny everybody, is that it's kinda on the back-end of my business and it's just because of the strategy. I gotta tell you, I loved writing the 30 Days chapter, but the affiliate chapter... oh my gosh, I took all of Christmas, like three or four days, to write that thing - it was beautiful. DAVE: Well actually Bailey, (just between you and I), even though anyone who listens to this will now know it, Bailey actually said *yours is the best one…* … honestly, because it was so detailed, Stephen. The way you did it, she actually wants to lead with yours to set the stage for the other ones... Because of the way you talked about: Bridge Funnels Offers Bonuses I mean, you were our top affiliate for 30days.com, and it was just crazy. And, I've seen you do that multiple times, even in our One Funnel Away Challenge. And the crazy thing about the One Funnel Away Challenge was you came in dead last and didn't start until like three days left. It was crazy. STEVE: That 10X Secrets thing... DAVE: That's what it was. And you were right in the middle of OfferMind, I think. Was that it? STEVE: Yeah, yeah. DAVE: And I was asking you to teach some of our speaker training, *and you had no time.* No time at all. And yet, to see you come in, and use this strategy that you now taught in that chapter, it was just brilliant to see. The thing that I love most about the chapter that you wrote, is your chapter actually goes in through, literally, step by step… It's how you teach - you're so very methodical in teaching practical steps - literally, it's *‘paint by numbers.’* It's the easiest way you can do it… I mean, step one, step two, step three. And because you've been through it, you lived through it, and you started with nothing… ...and NOW, you're one of our top affiliates! It's just neat that you were so kind and so generous with spending as much time as you spent on that chapter. It's probably going to be one of our leading chapters. STEVE: Oh man, I appreciate that a lot. Well, what can somebody do ... What's a favorite way ... I mean, you have such a unique area that you get to see all these different affiliates… If somebody’s new and doesn't have much of a following, what should they be doing if they want to become an affiliate? DAVE: I think, it goes back to, probably your secret sauce, and that's publishing. I think, honestly, and as much as people hate it, I think it’s one of the coolest things. People wanna find someone they can connect to, so documenting your journey as an affiliate, is probably the best thing that you can do, because later you’re gonna be able to sell that journey. And it may take a little bit of time, but if I was a brand new affiliate, just starting off, I would start publishing on a regular basis. You could pick: Dotcom Secrets Expert Secrets 30 Days ….I don't care which product you want. I would literally go in, I would make it your own, I would teach what you learn, on a Facebook live, on an Instagram story, whatever it might be, and refer people to it: “This is what I've learned.” Because people love understanding the take a way that you got and seeing how that you're actually using that. So, I think that's probably one of the things that I would look at. Where MOST affiliates go wrong is, they think they're just gonna take the affiliate link and just promote it directly, and that's *why* I love your chapter… *because you were so anti that.* You're like, “You can't do that! Let me show you what you can do.” And I think, as an affiliate just getting started, just pick one thing… And, again, as you mentioned before, just go all in on it. Study it. Make it your own. And that way when you're teaching it, people are going, “Oh, that's how that works. Oh, okay, now I understand,” and then people can connect with that… and they'll love the journey as well. STEVE: Oh man, that's awesome. Thank you so much for taking the time. You know, I have such respect for you, and what you do, and just love your family - my wife and I talk about you guys a lot. We love your sons, they're all awesome and incredible - we just love your family and everything that you guys do. And I really mean what I say, I really believe that half the reason Russell can do what he does is that he’s got you in his corner, just fighting battles he didn't even know about. You know what I mean? Just going to bat, getting all the dirties away that are out there trying to take advantage, you know, stuff like that. It's just this role that is like so, I don't even know, it's special. And it's fun to see it. DAVE: Thank you. STEVE: So I just, anyway. Any parting advice or words before we end up here? DAVE: You know, for me, I think the one thing I would tell people is just don't give up. I think the hardest part for affiliate marketing, or even for a lot of the online marketing is just, you have a dream out there, and you see it, and you want it so bad… ... and yet things don't go exactly the way that you want. You can joke around about this idea, *being one funnel away,* but you truly are… You just don't know which funnel that's gonna be. And so, I would just say: If this is what you wanna do, don't let anything get in your way. It's possible, things happen... it doesn't go as fast as you want, I'll let everyone understand, I'm totally transparent... It never works as fast as you want ,...but for those who stick it out, you get to this little corner and you literally hockey stick and life takes off for you. I saw the same thing with you last year, where you got going and you’re putting forth all this effort, and all of a sudden you get to this little corner, and you literally hockey stick, and life just takes off for you. And I think the problem is, most people aren't willing… Again it's that, *99 yards does not a touchdown make… You gotta be willing to go all the way* As long as you don't quit, and just realize that you're in that phase of learning… There are two parts… You have the: Learning phase Earning phase Too often people wanna jump into the earning phase, without paying their dues in that learning phase. If you'll spend the time in that learning phase, the money that will come later in life - it's just crazy. Astronomical. STEVE: Oh, man. Well, thank you so much. You're a friend, a mentor, a brother, and just, I love and appreciate you. Thanks for being on. Awesome episode, right? Hey, bear with me for just a moment while I tell you about makeaffiliatesgreatagain.com. Probably one of the most fragile phases of being an entrepreneur is that tender spot where you have just enough cash coming in to get excited, *but expenses also increase a little* while you take on new tools and new systems, new teams. It can be heart pounding, and frankly, nerve-wracking. Well, one of the ways I've kept ownership of my companies and NEVER picked up any debt or used any of our family finances to grow the business, was through affiliate marketing. My first dollar online actually came from affiliate marketing, ONLY a few years ago. So I often get asked the question: “Steve, how can you have been bootstrapping this and scraping by so hard just a few years ago, but now have a business that makes millions in revenue?” … that's a fair question. So besides having *kick butt products, when I've needed to get some extra cash for an expensive project, I have a very specific method of affiliate marketing* that gets me paid to sell other people's products. *You wanna see how I do it?* Just go to makeaffiliatesgreatagain.com. ClickFunnels actually wants to know how I've been doing this as well… So I just wrote a chapter in ClickFunnels new book called Affiliate Bootcamp... and if you wanna see my chapter, and be shown *how* I treat affiliate cash in my business, just go to makeaffiliatesgreatagain.com… You'll get a bunch of other cool stuff from me - like, the actual Make Affiliates Great Again Funnel… The one you're gonna see there - it’s pre-built - it’s awesome - and you can download it. You also get my audio chapter on *how I create affiliate offers.* You get the actual video of me training my team on how to build Make Affiliates Great Again - it's crazy valuable. Plus you also get several my other stage speeches. How I launched my affiliate offers… And you'll even get a discount ticket to OfferMind… + the Make Affiliates Great Again Mini-Course… Is it okay if I over deliver??? If you want ALL that for free... plus other things, literally just sign up at makeaffiliatesgreatagain.com... and then, sign up for the New Affiliate Bootcamp through my affiliate link. Go figure. My friends, *get rich, give back.*
	SFR 252: Make Affiliates Great Again	18 Jun 2019	00:32:01
There’s is a project that’s been in the making since October, and I haven't been able to talk about it... FOR A VERY LONG TIME… ‘Mum’ has been the word… But now, I can reveal EVERYTHING ;-) THE NEW AFFILIATE BOOTCAMP During Christmas, *I wrote a chapter for a cool book.* Now, you might remember the 30-Days Book… The hook for that book is: “Hey, if you were to lose everything, how would you get back on your feet in 30 days?” I wrote a chapter for that book… But there are also *other books* that I've secretly written chapters for… Recently, I shouldn't say 'recently,' (what month is now? I can't remember... May? June?) Anyway, around October - ish, Russell reached out and asked if I wanted to contribute a chapter to an affiliate book. Russell had gone to some of the biggest ClickFunnels affiliates and asked: “How would you retire as a ClickFunnels affiliate (or an affiliate in general) within four months?” ... https://youtu.be/XAs4LjErbtQ *Cool Hook* Huh! It was a very challenging chapter to write… There's so much that goes into affiliates, and I had a ton of fun answering... BUT NOW, IT’S TIME TO PROMOTE! I’d literally just finished drawing the funnel for My Team, but instead of erasing it, I decided to show you *how* I create ANY Funnel that promotes someone else's product… ‘CAUSE… there’s a right way and a WRONG way to do it… LINK BARFING Affiliate Marketing is NOT 'link barfing'. Just because someone else made the product, doesn't mean you get to skip the marketing. You still need to create the actual marketing for the affiliate product... A lot of you know that: I'm definitely an affiliate I’m definitely in MLM … I'm in A LOT of scenarios *where I don't control the product;* it's NOT my product. So how on earth do you promote something that’s NOT yours? How do you build a Funnel for something that’s NOT yours? … that's what I'm gonna teach you here. AFFILIATE MARKETING 101 I knew the strategy existed, but I’d never witnessed it until I worked at ClickFunnels. One morning, I walked in to find Russell writing ferociously on a whiteboard. I was like, “What's up? How can I help? What are we doing?” Russell was about to promote Stu McLaren's product, Tribe... and he was creating an affiliate offer to go with it. Tribe was about members areas... so *Russell was brainstorming all these cool things to do with members areas.* He asked himself the question: “What is it that everyone is gonna struggle with after they buy Tribe product through my affiliate link? How can I answer those problems with my own products?” Russell had a ton of products to help with that… So he was like: What if I gave those things away if they buy through my affiliate link? We'll give them these Funnels We'll give them these products We have these pieces of training… ...and that's what we did. I ended up having to create, ( let me do the math...it was 89 Funnels x2) … 188 Funnels in the next two weeks - it was CRAZY. It's the reason why I say that I built around 500 Funnels while at ClickFunnels... not all of them were revenue Funnels. There were probably near 100 revenue funnels, but the other 400 were were based on fulfillment. Anyway, that’s beside the point… Russell created a single page for people to see, “Oh, my gosh, this is what you get when you buy through Russell.” He's done that strategy so many times that it’s ridiculous. He will swoop in at the last moment and just like win these massive contests. Does it help to have a huge list, of course, but you don't need one. This strategy I'm about to walk you through is one of the major reasons why you don't need a huge list... and you can still make a ton of cash. ONE FUNNEL AWAY When I was promoting for the One Funnel Away Challenge - the 30-Days Book specifically, I was the number one affiliate, and Julie Stoian was hot on my heels… I was like, “I gotta win this.” She and I have some pretty friendly competition, back and forth, “Who's gonna be the top affiliate?” I had this cool bridge page, and so I basically asked myself the same question as Russell asked when he was promoting Tribe: “When you get this 30-Days Book through Russell, what can I give that will add MORE value and benefits to it?” I asked myself: “Well, what is it they’re still gonna struggle with if they go buy the product through my link?” If you guys wanna see the live example of this, go to 30days.com/stephen or ofasignup.com - both of those will forward you to the bridge page. It's a page that I built real fast in a hotel room in one morning before the Two Comma Club X Cruise at the beginning of last January… It's insane how much cash came off that page. That one single page has made 110 grand since October - which is awesome - it’s A LOT of cash. I don't consider myself a professional affiliate, but the reason it works is because of the strategy that I'm about to show you guys. It’s the same principle if you're in MLM or commission based sales… Let me tell you a story ;-) BECOMING ONE WITH THE BILLBOARD… I learned this for the first time when I was doing door to door sales - (...and this is how I got on the internet and *why I love affiliate so much). I was knocking doors, and I’d had a bad week. Things were looking dismal on the cash front, and my wallet was flatter than a pancake… I was selling pest control in Salt Lake City, Utah, and I was knocking doors like crazy. For the first half of the summer, things were going really well, until this happened… I went from two to three sales a day to two to three sales a week. … it darn near bankrupted my wife and me.* We were driving out to our area, and I was pissed because the day before had been bad...I was in a bad mood. It was a beautiful blue clear sky day, and we're going 85 miles an hour down the highway, and I remember looking up at these billboards … Suddenly, I don't know *why, but* I had the thought... As I looked at these billboards, I said to myself: “I am going to sell things to people, (as a door to door salesman(, who are NOT planning on buying anything that day.” I was like: I'm selling things to people who are NOT planning on spending any money... but people calling these billboards are calling begging to be sold. “They're picking up their phone and calling... and if they call… the chances of selling them really high! Whereas I'm waking up every day walking around knocking on doors, trying to sell things to people who are not planning on spending money that day…” It was a different level of intent. So I started I asked myself… *“How can I be MORE like a billboard?”* So I went and created an ad on some free classified online sites. I didn't know what I was doing. I just wrote: “Hey, come get this pest control if you have these kinds of bugs - it treats these kinds of things.” I put it on Craigslist and several other places - Seriously, I had no clue what I was doing… It was the first time I'd ever written an ad...and he first time I'd ever done ANYTHING on the internet, business wise... No joke... within like 24 hours my phone was blowing up. I was this door to door sales guy, and my boss was like, “Dude, how are you getting all these sales?” I was like, “I just put this ad up.” Suddenly, I was getting as many sales a week on the phones as I was knocking doors for the same product. All I had changed was the delivery of the sales message, that's it. TRUTH NUKE! One of the easiest ways to make a lot of money is to change the delivery of the sales message. It's NOT a new product It’s NOT a new offer It’s NOT a new sales message You just changed the delivery of the sales message. It was CRAZY! I was like, “Oh my gosh, this is nuts.” LINK BARFING OR ADDING VALUE? A little before that, we were hiding in this McDonald's cause there was AC, (it was the same summer - literally just a few weeks prior)... It was like 110 degrees outside, and we were dying, like “Oh, my gosh.” So we're standing inside this McDonald's for a while just cooling off, and this guy walks up and says, “Hey, I wanna buy your services.” There was a group of us, all salesman, and we were so unused to people walking up to us asking to be sold that we all just kind of stared at each other for a while… We were like, “Oh, yeah, you get it… You haven't had a sale in a while. No, you haven't had a sale in a while. No, why don’t you get one?” Finally, our boss had to point at somebody and say, “Hey, you take it,” and he pointed to somebody and that person got a lucky sale... ...that experience never left me. As I walked away from that McDonalds, back out on the streets to go knock… I had this thought: “It didn't matter who that dude chose. We were all selling the same products.” *#AffiliateMarketing* We were all had the exact same: Fulfillment Uniform Stupid scripted jokes Script overall I mean, it didn't matter who that guy chose, he’d get the exact same service! Well, you have to understand that affiliate marketing/ MLM/ commission based sales, ANYTHING where you DON’T control the cart, is very much the exact same way. So in order to stand out, you need to see: What product you're selling? What problems arise from the purchase of that product? What offer you can around it with your own stuff? Now, when someone buys through you, they don't just get the original offer, they also all these amazing bonuses… They get a whole additional offer, often worth more than the price they're paying for the actual thing. That's one of the secrets to affiliate sales - and that's what I've done. That's why the ofasignup.com page works so well. My offer is ridiculous, and I'm gonna go add even MORE to it. I'm really excited about it. I'm not gonna tell anyone what it is, but it's REALLY awesome ;-) It's *sooo* good! MY AFFILIATE FUNNEL I just finished drawing the funnel to promote the NEW AFFILIATE BOOTCAMP out for my team, and I was about to erase it, when I thought, “You know what, I might as well share this.” *This* is the Funnel that I’m building for my affiliate promotions.. and it's *how* I build my affiliate Funnels for ALL the things that I promote; yes MLM included, (you too, people). Affiliate marketing and MLM are literally the EXACT same model on the internet, but everyone's like, “No, that's not true,” cause *MLM is a freaking swear word…* Get over it, alright! There are CRAPPY ways to market and GREAT ways to do it. You know what I mean… MLM and affiliate are the exact same model! EXACT SAME MODEL This is the same thing that I do in MLM that blows it up in the same way as affiliate. In fact, I have a ton of people in the affiliate marketing space who buy Secret MLM Hacks, and that's why they’re killin’ it as an affiliate - *#SameModel.* Check this out… All right, this is the Funnel…. And if it looks kind of crazy and all over the place, I promise it's actually NOT that intense of a Funnel. I'm not gonna show you the offer, cause *I want you guys to go check it out…* I want you to go check it out because I want you to see *how* I'm actually displaying this… I was able to find and get the URL makeaffiliatesgreatagain - Make Affiliates Great Again - I’m kinda playing off the whole Trump thing, ‘Make America Great Again.’ So anyways, it's makeaffiliatesgreatagain.com- you guys can go check it out - it's live right now. It's the same format; the same structure as any other bridge page that I've ever created. If you wanna another real-life example of how to display this, (it's actually not nearly as in depth of this one), go to ofasignup.com or 30days.com/Stephen, and check that out WHAT THE FREAK IS A BRIDGE PAGE? When I was a brand new Funnel builder, I never understood what a bridge page was... I was like, “What the freak is a bridge page?” It was only when I watched Russell when I was at ClickFunnels that I was like, “I get it!” I don't know why it was so complicated for me - it shouldn't have been. I dive more deeply into the strategy of the positioning inside of my actual affiliate chapter in the Affiliate Bootcamp Book. I teach NOT only *how* to promote stuff and make affiliate offers, (I’ve basically just answered that here already), but also *how to create more of the messaging and the positioning amongst the market.* Some people try to create a blue ocean out of affiliate marketing. In my mind, that is NOT the role of affiliate marketing. I'm not trying to create a blue ocean. I don't try to birth a brand new market from affiliate marketing because you can't, it's NOT your product. That's NOT affiliate marketing is about… and it’s NOT where the easy cash falling from the sky strategy is - *that’s what my chapter’s about in the book.* So go to makeaffiliatesgreatagain.com and go get the chapter. I would appreciate it if it's through my link - that’d be really cool… and you’ll get a whole bunch of sick bonuses. You'll see what they are. They're pretty cool. As part of the bonus, you’ll actually get *this funnel* that I’m about to show you. So check this out…. WHO? WHAT? WHY? HOW? So now, I'm gonna walk through the funnel real quick… So the first thing I do is: Choose a headline for the bridge page. If you guys listen on iTunes, this might be one of those episodes that you might wanna watch on YouTube... Go to salesFunnelradio.tv ... and it will forward directly to the YouTube channel. I drew it all out, and you might wanna see me do that. I'm very visual, and this page structure is kind of what I go use for all this stuff. You’ll actually notice that it's a very similar page structure as like dotcomsecrets.com. … and a very similar page structures like expertsecrets.com - that’s actually one of the places that I learned it. In the book Dot Com Secrets, it gives a script called the *Who, What, Why, How Script…* The *Who, What, Why, How Script* is an awesome template to use for these kinds of pages. It basically answers these questions: Who are you? What do you have? Why are you selling it? How do they get it? … that's also kind of the same format I use in the copy and everything below the video. So the *way I choose a headline* for the affiliate promotion is I just chose the same headline as the main offer ...so it's the same headline. For Example: Whatever the headline is gonna be for the New Affiliate Bootcamp, (which is kind of what this is), I will choose the same one… Or…. What I'm thinking would be kinda cool is to use the same headline as the title of the chapter I wrote... which has to do with creating affiliate offers and launches… NEXT... I'm gonna create a video to walk people through a very brief origin story. There's NOT a lot of selling that goes into it, but I am gonna walk people through the offer they're gonna get from me and how to get it. You ALWAYS wanna walk people through how to purchase from you. It might seem obvious... Click the button Fill out your credit card… BUT it's NOT obvious! So ALWAYS walk people through *how to purchase* - in ANY Funnel. *Here are the steps for this funnel:* Click the link - then the pop up comes up. Tell me where to send your bonuses - which is where this is. The page is gonna forward to my affiliate link Sign up for whatever, blah blah blah.com with my affiliate link. I'll send you the bonuses. MY OFA MISTAKE... One of the mistakes I think I made during the One Funnel Way promotions was that I ONLY sent out the bonuses once a month. I did it to protect myself because affiliate commissions aren't paid until 30 days after - in case somebody refunds. Now, I had hardly anyone refund ever; I think there's like four people out of 1100 that have signed up... something like that. So I’ll probably send the bonuses twice a month or even every week - we're trying to figure how to manage that little bit better - so that when you sign up, you actually get it straight away. Like, how cool would that be? *Now, this is Super Key...* One of the points of ANY Funnel is to create a list... You don't send people straight to your affiliate link - you create a list... and then redirects them to your affiliate link. So the way you set this up in ClickFunnels is with a pop-up. When people sign up and put in their name/ email... and then click the button, (it's a submit action button, just like any other button in ClickFunnels)... (And if you don't have ClickFunnels 😬 like, you gotta just go get it. *ClickFunnels is the power of an entire dev team in a software* …and *YES,* it works for what you're in.) Anyway, when someone clicks Submit… in page settings there's a redirect option, so you just paste in your affiliate link… First, it captures them as a lead, so you can add them to a list... and then, it forwards them to whatever your affiliate link is using the redirect. So it's literally a single page… For the OFA sign up right now, frankly, there's NOT EVEN an email series behind that sucker. But I'm gonna make it even cooler as we launched the new *One Funnel Away podcast* that I'm gonna do THE AFFILIATE MARKETING STACK Russell always creates a stack in anything that he sells - he creates an offer… so I just screenshot it. Go to ofasignup.com and check it out - it's literally a screenshot of Russell's offer: I tell them: Here's what you need from Russell - it's literally the screenshot + Here's my offer. … and this is one of the reasons why it has worked so well. I've already talked about the stack in the video on the page: “You're gonna get some cool stuff from Russell!” But now, what I wanna tell you is what you're gonna get from me if you buy through my link. I added in a whole bunch of really sick bonuses. Then it says, “The total value what you're getting from Russell + total value from Steven = MONSTROUS ... It's ONLY gonna cost you this much* when you go to the next page and sign up through Steve’s link.* Then they click, BOOM! *This* is how to be an affiliate... When someone gives me their email it sends them to my affiliate link, and I can see the list of those who sign up through my link, but I ONLY send my bonus out to people who complete the process…. Sometimes people will say, “...but I signed up!” And I’m like, “No! You opted in... you didn't actually go and sign up. You have to sign up.” I don't even consider myself a professional affiliate. I really don't. But this has worked so well that Russell’s mentioned it by name at Funnel Hacking Live a couple of times, and said, “Go look at Stephen’s affiliate bridge page.” *THIS IS HOW TO BE AN AFFILIATE* IT’S TESTIMONIAL TIME, BABY! When people say: “Stephen, I don't have testimonials,” that just doesn’t cut it… For affiliate stuff, there’s an easy workaround… For the last One Funnel Away stuff, I didn't know what testimony to grab at that time… So I went and grabbed the testimonials from the actual thing that I was promoting, which I think is okay? Seemed like it was okay… ;-) I just took those testimonials, and I put them on the bottom of the page… BAM! Done, done, DONEZO! I was building in a hotel room before I got on a cruise ship - it took me three hours! My Funnel team didn't do it… and that's why I'm gonna ask them to go redo it... cause they're better at it than I am... and that’s saying something! LEAVE A REVIEW? I've been collecting a lot of my own testimonials... and THANK YOU if you’ve left one for me… I really appreciate you. *It means A LOT!* I feel like I drop *waaay* more value on this podcast than most people do in their courses - so it means a lot when you actually drop a review. It's one of the things that keeps me motivated... TRULY! I'm not just saying that... When I see those comments, I'm like, “Oh, SUP!” - It makes me feel good. If you wanna drop a review, go to sjlreview.com, (Stephen Joseph Larsen, that’s my full name) - I’d appreciate that. MY FINAL POP SHOT Okay, so we’re right down at the bottom of the funnel now… My final pop shot at getting people to buy is a display of what you get. Russell always has a product bundle… Do you remember the episode that I did a while ago called Physical Versus Digital? Go watch that again and understand why I create a digital representation a picture display of what they're getting… So the image is Russell's stuff plus my stuff in a single image - that's gonna be a lot of stuff that I run for ads. I'm gonna make it the page image that people see when the page is shared and the image loads... Then I have one final shot, right at the bottom, for them to go opt-in with the countdown clock… That's how I run it, it's a super easy page... You'll spend more time thinking through what you're gonna give them than you do building this. AND THERE’S MORE… So, real quick, I want to show you *what's so different about my Funnel* this next time… So when I launched one of my shows, I came up with this Funnel idea that would make my stuff more talkable so it would spread, but would also give a mini-course to them - which would upsell them into my webinar. One of the reasons why my Secret MLM Hacks product sells so well is because of this exact strategy I’m talking about. What I have them often to in that show is a free mini-course, (which is exactly what you're about to see me explain). So when they opt-in, that doesn't mean that they've actually gone and signed up yet. I've noticed about half the people who sign up actually finish purchasing through my affiliate link, (well, that's a lot of people - now especially). So I wanna go in and remind them what they're gonna be getting… Well, why not do that with some value? I don't wanna just throw a scarcity, urgency play... “You better get it, you better get it, better get it, better get it... one hour left, two hours left...” … those strategies work, and I totally use them, but I also wanna toss them a lot more value at the same time. So the way I'm gonna go do that is by filming a mini-course. If you guys liked the program, Affiliate Outrage, affiliateoutrage.com - it's a free thing that I did, honestly, demonstrate prowess... That's one of the reasons I did it, and that's totally okay. I'd rather do it with a free course than me saying, “Remember how cool I am,” you know what I mean? So I did Affiliate Outrage to demonstrate some prowess and get some more experience under my belt for a few things. But anyway, this is a mini-course which drips out to them. One video is immediate - the time on the timer is zero, then it’s… One day later… Two days later... Three days later... Four days later... The videos are answering questions like: How to create an affiliate offer. Why and how affiliate funnels work. How to strategically position yourself in relation to what you're selling and the company that you're an affiliate for. Let's show you a little bit more about list building strategies. ... you know what I mean? At the bottom of each one of these pages, there’s just another hook for them to go and buy through my affiliate link - all these videos tie back into them doing that very thing. So they go in, and it says: “Hey, remember, if you like this, it’s just a small section from the chapter I wrote in the book for Russell, if you want the full book, plus the summit that comes with it, (which is insane value), plus all these other bonuses... (Which I don't wanna tell you about - go see them yourself) ... then just click the link below.” And that's what I'm doing… So it's literally the same freakin' page for all five videos - it's just cloned five times with a different video and different headline. It's different content with different angles and hooks to try and pitch them in. In the end, all rivers lead to the Seinfeld Series. The last two videos are actually day one from my Affiliate Outrage Program - and it’ll ascend them, hopefully... (even though it's a free thing) into a 30-day affiliate program where, hopefully, they choose to be affiliates for me... See how this has turned beautiful! AND FINALLY… I’ve got another minute here…so what I want to show you, (and I know I'm going through a lot of stuff here), but I just wanna teach you *how* I fulfill on all of these things… People sign up with my affiliate link ClickFunnels shows me who is buying through your affiliate link. I go to my affiliate dashboard in ClickFunnels and just download the list of those who've bought through my link in the last two months. I take that list, (I remove those who’ve refunded or are doubles)... I upload it to a separate list. Now I have a second action Funnel in ClickFunnels for those who bought Make Affiliates Great Again, #M-A-G-A. So I have a Make Affiliates Great Again, buyers list. Anytime I upload to that list, the action fires and adds a tag to their profile which unlocks all the bonuses in the member's area. Then two separate emails show them, “Hey, look... your stuff is being sent to you... make sure you redeem it.” ... and that's how it works - it's *ALL* automated… It's the same emails EVERY time. I just have to write them once. So fulfillment is as easy as me just going in and downloading that list and uploading it. I don't do anything else…. Everything else fires. Everything else unlocks. Everything else is automated - it’s so nice. That's *how* I run my affiliate stuff… (explaining as fast as I can on a podcast episode). Anyways, go to makeaffiliatesgreatagain, and check out the offer that I've got there for you guys, and hopefully sign up for the book through my link… You get this Funnel as part of it. ….I'm NOT gonna tell the rest of the bonuses, go check it out! Hopefully, you guys enjoyed this episode. I appreciate your time. I appreciate you guys doing this... and I love affiliate cash - *it's the gravy in my business!* Again, go check out makeaffiliatesgreatagain.com. Haha, awesome, right? Hey, bear with me for just a moment while I tell you about makeaffiliatesgreatagain.com. Probably one of the most fragile phases of being an entrepreneur is that tender spot where you have just enough cash coming in to get excited, *but expenses also increase a little* while you take on new tools and new systems, new teams. It can be heart pounding, and frankly, nerve-wracking. Well, one of the ways I've kept ownership of my companies and NEVER picked up any debt or used any of our family finances to grow the business, was through affiliate marketing. My first dollar online actually came from affiliate marketing, ONLY a few years ago. So I often get asked the question: “Steve, how can you have been bootstrapping this and scraping by so hard just a few years ago, but now have a business that makes millions in revenue?” … that's a fair question. So besides having *kick butt products, when I've needed to get some extra cash for an expensive project, I have a very specific method of affiliate marketing* that gets me paid to sell other people's products. *You wanna see how I do it?* Just go to makeaffiliatesgreatagain.com. ClickFunnels actually wants to know how I've been doing this as well… So I just wrote a chapter in ClickFunnels new book called Affiliate Bootcamp... and if you wanna see my chapter, and be shown *how* I treat affiliate cash in my business, just go to makeaffiliatesgreatagain.com , and you'll get a bunch of other cool stuff from me - like, the actual Make Affiliates Great Again Funnel… The one you're gonna see there - it’s pre-built - it’s awesome - and you can download it. You also get my audio chapter on *how I create affiliate offers.* You get the actual video of me training my team on how to build Make Affiliates Great Again - it's crazy valuable. Plus you also get several my other stage speeches. How I launched my affiliate offers… And you'll even get a discount ticket to OfferMind… + the Make Affiliates Great Again Mini-Course… Is it okay if I over deliver??? If you want ALL that for free... plus other things, literally just sign up at makeaffiliatesgreatagain.com... and then, sign up for the New Affiliate Bootcamp through my affiliate link. Go figure. My friends, *get rich, give back.*
	SFR 251 - 3 Easy Ways To Create An Offer...	14 Jun 2019	00:20:41
When you go to the Inner Circle works, everybody takes a turn to teach something awesome to the group, and then they say, “Hey, I have some things I need help with.” Then the whole group kind of analyze this person's business and give feedback… You get advice from a lot of heavy hitters, and everyone is focused on you until the timer goes off - it's intense… It’s mentally exhausting, but it's a lot of fun, and totally priceless! Before the Inner Circle, I could not sleep. I woke up at five dreaming that I was on stage...I was like, “I can't sleep anymore,” so I spent three hours pacing and working this out… MY OFFER CREATION PROCESS One of the things I want to teach you today is *three simple ways to create an offer.* We all think that creating an offer means that we go and add a whole bunch of products together… And that’s definitely an awesome way to create an offer… ...but it’s NOT the ONLY way. Anyways, I want to teach you three of those methods today. THE DREADED QUESTION On top of that, another thing I think you’ll really find interesting is seeing me answer the question of *what I actually do..* that is NOT an easy question for a lot of entrepreneurs to answer… “What do you do?”...is kinda *the dreaded question!* When somebody asks, “What do you do,” and you have to answer - sometimes that sucks. But now, I can answer that question; I know exactly what I do… There are some things that, (like I said in the past), you have to design, and there are other things that you have to discover… Sometimes explaining *what you do* is something you have to discover, and that's been the case for me; it's not the case for everybody, but for me, it's been that way... ...and I’m gonna share that with you in a single sentence! https://youtu.be/mwj8UkCVSds So you’re gonna find out: Three ways to create an offer What it is I that actually do for the marketplace Why we have so many people reaching out to ask to be in our programs. If you want to watch the actual presentation, you can do that here. I have chopped out a certain piece that I don't want you to know about yet… ;-) We have a product that we've been doing for a while now, and we have a lot of people in it now - which is great, it's done quite well… It’s made a lot of money for us, and made A LOT of money for the students, I chopped that piece out, and I’m gonna keep that *hush-hush* for just a little bit longer while I finish a few things of… YES, THIS WILL WORK FOR YOU! One of the most challenging things I have to deal with is when people ask, “Stephen, that's really cool, but how does it work for me?” They say things like: I'm in high ticket B2B sales that are multistage sales that are multistage sales/ contracts… I'm in retail… Stephen, I'm in… So, I think one of the things that’ll be helpful is for you to see three ways to create an offer… that you can tweak to apply to whatever business you’re in… You can use them all together, (which is very powerful), but you also can use just one or two to add immediate value to whatever you sell. So let's talk about value creation and *how* that actually happens… JUST DO IT This is my third inner circle meeting as a member, and I think those of you guys who saw me that first time will agree that I’m really very different… One of the things that I've been focusing on is showing up as my authentic self and being unapologetic about that, and it's been very fun to start doing that… … and I've noticed when I can do that for customers and help them arrive, they do all kinds of stuff on their own. That’s literally what the One Funnel Away Challenge was meant to do… If I can get them to say, “ I am an entrepreneur, I am a funnel builder,” they'll suddenly go do stuff without me yelling, “Just take the next step...” The amount of forcing I have to do drops like crazy. BUILDING MY WAFFLE I have been building my waffle, and it is awesome: I have to content teams I have a funnel team … I don't have quite the executive team yet, but it's been awesome. I mean, stuff's getting done without me all the time. A lot of people asked me, “Stephen, how are you doing all that you are?” I'm NOT, my company is. I'm building an actual asset… ... and that's been a major big piece for me in the last six months. Other cool things that we've done: We did a cool 7-day launch (following what Russell did) - it was so good, it was awesome. It launched my event, and opened the tickets - it was a 6-figure launch. I did my first quarter-million-month last month - that was awesome, that was a cool one. 10, six-figure months in a row - yeah, stuff’s going good. We have 3,000 downloads a day on the podcast, which is so fun. I'm speaking of Carnegie Hall - how cool is that! That's gonna be with Martha Stewart, Dan Kennedy, Michael Gerber in September. My main product OfferLab - there's not even a funnel behind it - started at a quarter million, (softly just word of mouth), there's not even a funnel yet, it's been really validating. The Carnegie Hall people asked me, “Do you want to sell?” I was like, “Yeah, I wanna sell!” They said, “No one else has said they want to sell…” I was like, “Why would you say ‘no’ to that, of course, I want to sell.” WHAT IS AN ENTREPRENEUR? Anyways, I'm in this weird phase… I was talking to Alex Charfen a few days ago, and I was like, “Dude, I feel like I am always moving and changing.” Alex said, “...that's what an entrepreneur is. You just redevelop over and over and over again.” So it's been weird... I feel like I've been shifting and changing so fast and asking, “Well, what is my foundation as a human being... as me,” and that question is what I think has allowed my true self to start coming out. In fact, two or three weeks ago, I told my wife Alyssa, “I can feel another change coming on, and I'm kind of freaked out about it..., but it's coming...” … and those changes are ALWAYS uncomfortable. One of the things I’ve realized who I serve... I didn't know the answer to that before... I serve existing and new entrepreneurs inside ClickFunnels There are a few things about ClickFunnels, in the last six months, that have shown me that it is *A MARKET* ... …and I'm very excited about because *it's growing and maturing.* And now, when someone asks, “What do you do?” I can tell them... I've never been able to answer that before. So here it is: I help people design and launch wildly lucrative offers ... that's exactly what I do! So I'm excited; that's just the most *ultimate ridiculous clarity.* I think I would've been my own worst nightmare client like a year ago, because I couldn't answer those questions… What do you want? Where are you moving to? ...and so it's fun to be able to say that what I do in one simple sentence. Anyways, a little give here... I’M A CAPITALIST PIG I call myself the Capitalist Pig, so I’d better know about capitalism - so I've been learning about the origins of Capitalism. I've been diving into a lot of history lessons… I’ve been learning about Adam Smith is known as the father of modern Capitalism… In his time, Smith was known, for disrupting a lot of things... NOT just Capitalism itself… In the 1700s - 1800s Europe, there was this really weird belief of how value is created... People believed that the amount of time spent creating a product equaled the amount of value that it had. But Adam Smith was like, “No that's dumb,” and he was the first one to really start switching that idea. Smith came in and flipped that idea, and said, “No no no…” Value is in the eyes of the beholder. Value is in the eyes of the person who's gonna consume it. And so, as the Offer Guy, what I'm really doing is *helping people understand how value is created.* And to do that, you have to understand the difference between COST/ PRICE/ VALUE… WHAT’S IT WORTH? COST = is what you pay to fulfill. PRICE = is what your customer pays to get your product. VALUE = is determined in your customer's eyes. I used to have this major, major hang-up; it was a huge false belief of mine… I used to think, “Oh my gosh, would I buy my own product?” ...and that would be how I decide the price. *MAJOR PROBLEM* I wouldn't pay myself 35 grand to hang out with me for a day - I'm not that cool ;-) BUT… I'm NOT the one buying the product... and lots of people do buy. The customer decides, the customer chooses the value, and I make things that are valuable in their eyes. WHAT IS AN OFFER? So... I've been on this mission to define an offer... and I can't say how many times, (even just with Russell), I've heard it said, “Can someone just define a funnel better... like how can we get a better definition? How can we explain it?” So I'm trying to solve the same problem for offers, and I think I have… Recently, I was able to meet Dan Kennedy's ghostwriter. He was the guy who was in charge of all the writers at Dan Kennedy's place and ended up writing Magnetic Marketing. He and I would email back and forth, and he has his own book. His name's Jack Turk (by the way don't steal him, I'm still convincing him to write my book)... ...and in that book he says: Offer = Core Product + Value Add I was like, “That's such a good way to define what an offer actually is!” PRODUCT VERSUS OFFER People ask me all the time, “What's the difference between a product and an offer, Stephen?” I'm like, “Well, an offer is a collection of products,” that's a method when you get down to it... A core product + value add = that's what an offer is! ClickFunnels = core product + value add (a whole bunch of other stuff that helps you use it better). For Example: ClickFunnels + Funnel Hacks = OFFER So I've been geeking out hard on ways to create offers under that formula. How can I take a product and move it into an offer? So staying with the example of #ClickFunnels as the core product... The method we're all used to creating offers with is by adding MORE products in our stack slide - and it's a great method! We add product, product, product, product, product and that adds a lot of natural value to what we're selling… ...and now, our dream customer is like, “Boom! Well, of course, I'll pay a grand or two for Funnel Hacks!” Does that make sense? These are super-powerful points to understand. There are *other ways* to create an offer, though… MY FAVORITE BOOK How many of you guys have seen the fake book story? I've made so many people mad with that story. The funny thing is that Michael Porter is like a huge deal. He's a scholar and Ph.D. But think about this… What's interesting is, I take his product, (I’ve never read that book, still haven't), and I sell it… Every time I tell that story, ( it’s about eight times now in front of live audiences)... EVERY TIME I tell that story, (before I even get to the stack), people have the book in their shopping cart, and a lot have already bought before I’ve finished. Q: What added the value and made people want to buy the book? A: It was the story and the sales message. This has been helpful for a lot of people in retail/ b2b/ multistage sales events, people who are on the fringes of ClickFunnels'... … it helps them create a product or an offer without having to create a HUGE stack! Some of them already have the product, and they're like, “I'm not gonna go create all these things for my stack.” Now how many of you have ever thought that? “What?!!! I gotta go create all that stuff inside of my offer to make an offer?” If that’s you. Then you can use this method, you’ve just gotta have a really amazing story. THE CLAUDE HOPKINS WAY... The other way to add value comes from Claude Hopkins… Claude has this really interesting quote… I actually learned this first from Tim Ferriss in The 4-Hour Work Week. Tim uses the example of t-shirts, and he says, “If these aren't the most comfortable t-shirts you'd ever worn in your life, I'll give you the shirt back plus twice your money.” It's like, *“Woah,”* that just increased the value! Q: There are no additional products or sales message - so what increased the value? A: The Guarantee Now, back to Claude Hopkins, who said: Two men came to me each offering me a horse. Both made equal claims. They were good horses, kind and gentle. A child could drive them. One man said, ‘Try the horse for a week. If my claims are not true, come back for your money.’ The other man also said, "Try the horse for a week." But then he added, "Come and pay me then." I naturally took the second horse. *Isn’t that interesting…* Hopkins flips the guarantee on it’s back and creates an offer out of the very same product - that's all he does! Horse #1 Horse #2 ... what's the difference? Nothing but the guarantee! Why was there a natural value add, (‘I naturally took the second man's horse”)? *...because of the guarantee, this whole thing was switched.* There are more ways to create value, andI've been deep diving into the concept of *what creates offers* and some of the easiest ways to add value to everyone's business... I've been focusing pretty hard on this especially for the last year, and I had a big question arise in me… MOWER MAN GETS EVEN... I was mowing the lawn, and I don't know why, so I was listening to audiobooks, and I had this realization, like: “Oh my gosh, I am where I am because of talent not positioning.” Have you ever realized that about yourself? It's freaky. I realized that people are making a lot of money *because of positioning only* and NOT talent. I was like, “Oh my gosh,” I said it out loud as I was mowing the lawn. I was like, “I am where I am because of talent, NOT positioning.” Some people are *waaay* worse, super bad and they’re making *waaaay* more money than me… And after I got over being pissed, I finally thought, “...but what's the lesson from this? Oh my gosh, look at how they position themselves in relation to the market!” So now, what I do is I teach people in existing companies, (they're the ones that love this the most)... And I've been traveling a lot doing this… I help companies understand what their market is. Most people can't even define what that means much less choose one. ...so I help businesses to understand *what* their market is and the relationship to all the other markets out there. IS YOUR RED OCEAN EVEN RIPE? Not all markets are red Not all red markets are ready for a blue There are signals - there are patterns all over the place - I feel like it's ‘a beautiful mind...’ “Oh my gosh, are you all here?” And I've realized that “Oh my gosh, the path on this is so clear.” I just help people understand: What market they actually sell into Who their dream customer is in there, so they're not trying to sell everybody The core problem they’re trying to solve… ... and I dedicate my whole business to the Core Offer, it's pretty simple. DO YOU HAVE A BUSINESS? Pre my ClickFunnels days, I was building funnels for a company in Florida using ClickFunnels... This company had an amazing product - their product was beautiful - they were known at the top of their industry. But as I started working with them, it was the most garbage jacked-up company I've ever seen in my life. They had… No Processes No Systems No support No salesmen ... it was jacked up! That company was surviving strictly because it had a good product, there was NO business That’s when I realized that there was… A huge difference between a business and products A huge difference between a business and funnels ….and it just kept going and going from there, until I realized that what I do is help people: Create the middle of their value ladder Create the launch campaign that puts it into orbit... and the Evergreen campaign that keeps it there. Then whatever goes on top and the bottom of the value ladder. So I've been realizing, “Holy crap, there are lots of ways to create an offer.” I just showed you very briefly, three ways to create a valuable offer: You can do through the guarantee You can do it through having lots of products and a stack You can do it through a story ... but there are ways all over the place to do that: I can do it by identifying *a core problem* that there's already existing - I don't need to create the problem. I can do it through identifying a clear *who* in the market that I serve. I can do it *inside the way I launch.* How many of you guys know someone who's *waaay* worse than you are, but they're making more money than you do? Pisses me off… ….what about you? I'm like that is not right, and it’s one of the reasons why I'm diving so heavily into what a campaign is… A campaign is NOT ads, but ads can be part of it. MAKING NOISE There are two different styles of campaigns, and I've been making HUGE lists of the major launch campaigns and evergreen campaigns that I've seen… ...because that's how crappy people are making more money than you, that's how they're making more money than me…. They just make more noise. I'm a marketer - I'm a professional noisemaker. ...and the people making MORE money... well, they just know how to make MORE noise. BOOM! Oh yeah, wasn't that awesome? *Hey, just real quick:* A few months ago Russell asked me to write a chapter for a secret project he was doing. I had to write a chapter for a book, this was the letter I got from him. He said: "Hey Stephen, let me ask you a quick question... You suddenly lose all your money, along with your name and your reputation, and only have your marketing know-how left. You have bills piled high and people harassing you for money over the phone. You have a guaranteed roof over your head, a phone line, an internet connection, and a ClickFunnels account for only one month. You no longer have your big guru name, your following, your JV partners. Other than your vast marketing experience, you're an unknown newbie... What would you do from day #1 to day #30 to save yourself? *Russell Brunson* Hey, if you want to see my answer and a bunch of other marketers who also answered that in this amazing book and summit, just go to 30days.com/stephen. You can see the entire summit, you can see the book, you can see what we wrote in there and each of our detailed plans. Just go to 30days.com/stephen.
	SFR 250: Living Legends...	11 Jun 2019	00:28:21
I have the incredible honor of speaking at Carnegie Hall in September with MARTHA STEWART, MICHAEL E GERBER, DAN KENNEDY, HAL ELROD, and other beasts. I'm beyond humbled by this. Here's the full scoop... Frankly, I just love being on stage speaking and teaching. Some of the early stages I got to talk on were Russell's - I did a lot of fulfillment for the original Two Comma Club program. Back in the day, we did something called the FHAT Event which lasted for 3 awesome, intense days. We’d go from: Day #1: 9:00am to 6:00pm Day #2: 9:00am - 1:00am(ish) - it was a long day. Day #3 :9:00am - 6:00pm By the end of the event, everyone was just exhausted. Russell did the first event because he was testing materials and seeing where we needed to change things… Then after that, he largely handed it over to me, and he just came in for a few one or two-hour guest speeches. WHAT I LOVE ABOUT ENTREPRENEUR EVENTS I remember there was this one particular FHAT event… On the second day, I took a break to grab some food and went to Russell's office to sit down. Russell was like, "How are you doing?" I was like, "Wheeew….” I was just bringing it down... and trying to relax for a second… ... THAT was a very aggressive fast-paced stage for me - *I loved it.* Russell goes, "How's everyone doing out there?" We’d always talk about how the audience was responding: Were they getting it? Did they understand? Which principles had tripped them up? Had we managed to bridge the gap for them? We’d chat back and forth exploring all the scenarios, but this time, when Russell asked, "So how are you doing?" I kinda paused for a second… https://media.giphy.com/media/1qXJDYI8lTG8SVhUZW/giphy.gif Russell noticed and asked, "What is it?" He may not remember this, but I said, "Dude, I can see those who are getting it and those who aren't. They're not telling me. I can see it." And he goes, "You're getting that already, huh?" I was like, "That's a thing?" Russell said, "Yeah, yeah, I can stand up at any moment and, I've been doing it so long, I can see those who are with me and who it's clicking for and those who it’s not - so I'll stop and I'll cater to those people who aren’t getting it." https://media.giphy.com/media/7YCVWDMbIWTBNuTD9c/giphy.gif I was like, "Okay, that's what that is. I'm starting to see that.” MY FAVORITE MOMENT… My favorite moment on stage, (and this may sound a little cheesy), is the moment when I see in somebody's eyes that they suddenly realize, "Oh my gosh, my capacity is greater than I thought it was and it's actually always been there." It's funny to watch as people… Have personal breakthrough moments Suddenly see the road map and things start to click. They're like, "Oh, that dream I've been going for all along is actually possible now." I don't know. I don't know how else to describe it besides that… But it's a thrill for me because you can see it happen in peoples' eyes as they listen to you. Those of you guys who educate, teach or get on stage, you know what I'm talking about. There's that moment where you can look at them, be like, "Bam, right there... I just caused the epiphany." About 6 months ago, during the Two Comma Club Cruise, I’d just finished a big session, when a guy walked up to me and goes, "You're a really dynamic speaker." *People have told me that before, and I still don't know what that means...* So I said, “Cool! Thank you," but what he said next made my jaw hit the ground… He looked me straight in the eyes and asked "Do you want to come speak at *Carnegie Hall?" I was like, "Are you completely serious right now?"* He said, "100%. We're going to see if we can get all these huge names," and I was like, "All right. Cool. Just keep me in the loop." Six months later, it's happening - it's in the bag - it's an event called Living Legends, which is extremely honoring. So I'm going to share an interview that explains EVERYTHING to you… BECOMING A CELEBRITY ENTREPRENEUR I have a very special guest… His name is Clint Arthur. Clint and I, have frankly only known each other personally for probably six months, but I am blown away and just completely floored with what he does, his skill set, and who he helps. What he does, when you're in a certain place, is completely magical and I'm very, very honored to have him on here. So Clint, thank you so much - welcome to the show. Clint: BOOM! Steve: In the middle of Carnegie Hall. What? Clint: Yeah. Steve: It's a proxy BOOM! Oh man. Clint: That's a Carnegie Hall ‘BOOM!’ for you - that's what that is. Steve: You're warming it up for us - thank you so much. Clint: Yeah, baby. Yeah, baby. Well, it's a pleasure to be with you... I met you on the cruise, I think. Steve: Yeah. Clint: The 2CCX Cruise - that was an amazing experience… Really, the best part of the whole 2CCX program was the cruise. I really believe that's because it was a special event. When you participate in special events, it's not only great for the sales funnel… it's great for sales funnels for a reason... It really does deepen the experience of the customer/client/ the person you're trying to transform their life... it opens up possibilities for people to have MORE community. So as a result of that, here we are - so great to be with you. Steve: That's so awesome. We're really honored, honestly. Now just because some of my audience may not know who you are, which is baffling... but could you tell everybody *what is it that you do? Clint:* I am a celebrity entrepreneur - which means: I'm the MOST famous guy that nobody's ever heard of. I’ve created systems, formulas and scientific methodology for creating celebrity positioning in the eyes of your customers and prospects. So part of that is, *I have done 107 television appearances.* You might have seen me on FOX Business Channel, CNN, Headline News, or The Today Show with Brooke Shields… When Brooke Shields said, "Clint, you can have all of these plans and want to scale Mount Everest, but how do you keep from falling off the track?” I said, "You've got to invest in mentors." I said it then, and I meant it… *and I mean it even more now.* Investing in mentors has been part of the reason why I have gotten to where I am. Part of what I've done to become a celebrity entrepreneur is to become Dan Kennedy's Info Marketer Of The Year - that's a great honor for me. It’s something that really opened things up for me in my career and deepened my relationship with Dan Kennedy as my mentor. So those are some of the things I've done. I've also written a bunch of best-selling books... My new book is called Celebrity Entrepreneurship. Some of my other best sellers include: *What They Teach You At The Wharton Business School* - I’m a graduate of the Wharton Business Schools entrepreneurship program. *The Greatest Book Of All Time... I wrote this other book called The Last Year Of Your Life* - where you live as if you're going to die at the end of the year… I told one of my friends, I'm going to add in videos and audios, it's going to be *the greatest book of all time* with those attached as links in the Kindle book, and he goes, "Why don't you just call it The Greatest Book of All Time?" So I did, and that became my first real big selling book… I sold 26,000 copies of that book. Steve: Wow. That's awesome. That's incredible. Clint: And it has contributed to …( I don't even think you know this…) Starting June 8th, I will be the host of a NEW talk radio show on WABC Radio in New York City called *The Greatest Show of All Time. Steve:* Oh my gosh. That's amazing. Just pushing straight on in there. That's incredible. Now, actually, it was Peng Joon I started talking to about what it is that you do, and everything… He was talking about just how incredible your stuff is and how amazing it is. Why is it important to eventually become a celebrity entrepreneur for your audience? Clint: Well, I say on the back of my book that entrepreneurs struggle because they think that people are buying their products and services, but really people are buying you. Who you are is more important than what you actually do. ...especially if you're selling a product or service that's similar or equivalent to others that are in the marketplace... *The only difference is you.* If you're a financial advisor/ a realtor/ a doctor, or selling any kind of widget, there's a similar widget to what you sell - the main difference is *who* you are. HOW TO BE A SUCCESSFUL ENTREPRENEUR… What I do as a celebrity entrepreneur is help my clients position themselves as celebrities in the eyes of their customers and prospects.. and *that's really using marketing on your personal brand.* That's what this* is all about.* … and that makes all the difference in the world because people are NOT buying your widgets; *they're buying you.* Steve: Absolutely. I just so appreciate you taking that angle on it too. There are a few places I've spoken at... where it's only been about getting authority for authority's sake, but you're saying let's get it so it pushes the message and the product more… *… because that's what they're gonna be buying anyway.* I love that. I'm very, very thankful for that. It's awesome. How did you get started doing this? There are gonna be a lot of questions revolving around ... This is not something that my audience is gonna be very familiar with. Clint: Hey, I started out as an entrepreneur selling butter. Steve: Really? Clint: Yeah, really. That's really where this all began. I was selling portion controlled butter in Las Vegas to hotels and casinos. So if you've ever eaten bread and butter at Bellagio in Las Vegas, thank you for helping to put my daughter through the University of Southern California… For a long time, pretty much every piece of bread at Bellagio was buttered with Five Star Butter, which is my company. What happened was a lot of these celebrity chefs starting coming in: Bobby Flay, Gordon Ramsay, Emeril... and I wanted to get the celebrity chefs, so I came up with this idea… *What if I could be a judge on Iron Chef America and make myself a celebrity butter expert, not just the guy selling butter?* I talked the producers of Iron Chef America into making me the judge of Battle Butter... (you can watch that episode on my website, fivestarbutter.com and see me judging Battle Butter). That was the beginning of my celebrity positioning as an expert. Now, I tell you what, it changes things when you become a celebrity expert in what you do, it really does. THIS WILL BLOW YOUR MIND I heard a statistic that: The number one top celebrity in the marketplace gets 50% of all the revenues. The number two celebrity in the marketplace gets the next 25% of the revenues. Number three, through infinity, split the remaining 25%. That's why, if you're not the number one top celebrity, you are surviving on crumbs while everybody who you admire is feasting on giant pieces of pie. For example, Tony Robbins, Date With Destiny… *Date With Destiny* alone represents 10% of the entire live event seminar industry in its revenue. Steve: Oh my gosh. Clint: If you do the math, which I have, you will see that just that one event is 10% of all live seminar tickets. Steve: Geeze. I had no idea. Clint: Because he's the number one guy ... And here's the funny part… Go into any bank in America and ask the teller, "Do you know who Tony Robbins is?" … they're going to say ``No,” because he's NOT a real celebrity - *He's a celebrity entrepreneur.* The same thing goes for Grant Cardone, who everybody worships… I will show you videos where I'm doing seminars with financial advisors and I'd say, "Anybody recognize this guy?" Not one hand goes up. Nobody knows who he is because they're NOT his customers or prospects... and yet two months ago, he filled up Marlin Stadium... And most of the people watching this video know exactly *what* I'm talking about. Steve: OH, YEAH. Clint: When you're a celebrity entrepreneur, (which is something that I pioneered, systematized and scientifically analyzed how do you do it), you're a god to your customers and prospects… ... but the rest of the world doesn't know who you are. And that's what I help my clients to do. Steve: It seems extremely magical sitting on this side of the screen listening to that. That's impressive. That’s so, so amazing. Now, what should somebody do if they're trying to get started as celebrity entrepreneur? Clint: Okay. Well, the important thing to understand is that there's no time that’s too soon. The sooner you start building your positioning as a celebrity in the eyes of your customers and prospects, the better off you are... because the product you're selling is irrelevant. A lot of people come to me and say, "I don't have a product yet. I don't have a book yet. I don't have this data or anything yet, " and I just say; “But you have you. You're already you. And you're always going to be you so you might as well start building your personal brand." Really, there are five ways to do it. Television is the most powerful way. I'm not saying you have to go on Good Morning America first - that's a mistake. Don't go on Good Morning America first, go on little tiny local TV shows first. Then the second great way to do it is by becoming a speaker. I wanted to meet you, Steve, because you're such a great speaker… I don't know if you've always been, but I doubt you've always been… I’ve personally found that speaking is an acquired skill. You have to learn *how* to be a great speaker - so there's no time that's too soon to start learning that, is there? So go out there and start learning how to speak and start speaking in important places - the second part of my formula is to become a VIP speaker speaking in very important places. The third part is one of my favorite things, celebrity attachment. That's taking photos with famous people, and anybody who goes to my website will see I'm in photos with all kinds of famous people from Brooke Shields to Caitlin Jenner - Ringo Star to Mike Tyson - Hilary and Donald Trump. I don't care. I'm an equal opportunity celebrity selfie slut. The more famous they are, the more I like it. That's it. Part four my formula for celebrity entrepreneurship is to be a best selling author. I've already dropped some of my best selling book titles on you guys. The fifth part is to be an award winner - Win Awards! I told you right in the beginning, I was Dan Kennedy's ‘Info Marketer of The Year,’ and you, as an entrepreneur, need to figure out how you can win awards too. Steve: That's amazing... TV Speaker Celebrity Attachment Best Selling Author Award Winner Clint: Ideally you want to win an Academy Award, but if you don't have an Academy Award, then you've got to win something else. You won a Two Comma Club X award, you won a Two Comma Club award - whatever you can get! The better it is, the better it's going to be… You put all those steps together and you’ve radically transformed your positioning in the eyes of your customers and prospects. Ultimately you want to accomplish each of those things. Steve: That is insanely valuable. I hope everyone's enjoying that. I can't put it off anymore… Where are you standing... and why are we talking about it right now? I can't even hold it back… CARNEGIE HALL Clint: Right now I'm in the lobby at Carnegie Hall in New York City. Steve: Oh! Clint: Yeah! And *the reason why* I'm in the lobby of Carnegie Hall in New York City is that I just finished my meeting with the production manager, the stage manager, the person who did all the contracts for my first of its kind entrepreneurial conference at Carnegie Hall. They've never had an event like this before… “It's so unique, Clint. We've never had anything like this, Clint. We're so excited. We can't wait to sit in on and see some of the people that are going to be ... You're really going to have Martha Stewart at your conference?" Yes. I'm really having Martha Stewart at this conference. "You're really going to have Coco and Ice-T?" Yes. Ice-T and Coco are really going to be there. "You're really going to have Scorpion - the guy who produced five seasons of the TV show Scorpion for CBS? My dad loves Scorpion." Steve: That's a good show. Clint: That's what the lady said. I'm like, “Yeah, Scorpion himself. You're going to be able to pick the brain of the smartest man on earth. Imagine what you're going to find in there.” Albert Einstein previously spoke at Carnegie Hall. His IQ was 160. Scorpion's IQ is 197. Steve: Holy Cow! Clint: ...and who else is going to be speaking there? Dan Kennedy will be speaking at this conference. Michael Gerber, the author of The E-Myth, number one New York Times best-selling book for years and years and years ….he’s changed so many entrepreneurs' lives. Michael will be doing multiple days of speaking at this event, including the hot seats on the stage. Amazing. Who else? Jerry from Ben and Jerry's ice cream, the founder. So look at this… You've got Martha Stewart who turned herself into a household name... Then you've got a guy who turned cream and sugar into a household product. Right? Steve: Yeah. Clint: Who else is going to be here? Oh, Hal Elrod, ‘Miracle Morning’. Are you familiar with that book? Steve: Very. Yep. Got that and the journal right here. Clint: Right? Self-publishing phenomenon. By the way, he's one of my students. Steve: Oh, cool. Clint: He couldn't afford to come to my Celebrity Launch Pad TV Publicity Transformation Event. He registered, and then he calls me the next day and goes, "Clint, I'm really sorry. I talked it over with Ursula and we really just can't afford it." I'm like, "Wrong. I'm going to make it possible for you to do it. We're going to come up with a payment plan and you are coming on *Celebrity Launch Pad." He booked himself on 13 shows* I have the video of him, and he's like, "Any time I'm being considered for a speaking gig, I send them my TV appearances for them to evaluate me because it separates me so much from everybody else who's trying to get those same speaking gigs." Anyway, he's one of my students and he will be speaking there. Who else is going to be speaking there? Princess Marianne Parker, another one of my students. She transformed herself from a Bulgarian peasant to the princess of etiquette. She's going to tell you how etiquette saved her life and made her wealthy. And who else is going to be speaking there? This guy named Steve. Steve: I heard he had big eyes and he’s probably gonna yell a lot. He's gonna drop a few ‘BOOMS!’ in the Carnegie Hall. Oh! Clint: This event is called The Living Legends of Entrepreneurial Marketing. This man, Steve, built 500+ funnels for Russell Brunson and ClickFunnels. How freaking legendary is that? Unbelievable. I'm really excited to have you join us on the main stage for two sessions of dropping booms all over Carnegie Hall. I'm really excited to share you with my audience because you're such an amazing speaker man. Dude, you are an amazing speaker. I love you and I'm excited to share you with all of my friends who are going to be coming to this event. HERE COMES THE SCARCITY & URGENCY There are only 600 tickets total for this event. Steve: Holy smokes. Clint: Super special. Super special event. Tickets are available and people should be getting their tickets as soon as they can. Steve: That's awesome. *Hey, so what are the dates so people know?* Clint: September 26th/ 27th/ 28th in New York City at Carnegie Hall. Yeah, the one, the only Carnegie Hall. That's right. Steve: The actual Carnegie Hall. Clint: Yeah, the actual one! You know who's spoken in here besides Albert Einstein? This is the coolest. In 1906, Mark Twain gave his last lecture at Carnegie Hall. I've asked Dan Kennedy to come and give his last lecture. I said, "Dan, if you were going to die and you knew you were going to die and your kid came to you and said, ‘Dad, what should I do to thrive as an entrepreneur?’ that's what I want you to share with the audience." That's what Michael Gerber is going to share. That's what Martha Stewart's going to share, Ice-T, Coco, Scorpion, everybody. You too. What is the magic sauce to thrive as an entrepreneur? I'm so excited to hear what everybody has to say. Steve: Yeah. I just, I can't even tell you how stoked I am. When you asked ... I was trying to ... “Oh, yeah, no, I'll be there, Clint. Yeah. Let me check. Yeah, no, I can be there.” Then I hung up and I just started yelling. I'm so excited, man. Thank you so much. Very excited for it. And you guys, you can go to seestevelive.com and it will take you over to the tickets - so you guys can go get booked up. Only 600 tickets, guys. That is NOT many. Go get one - especially for all those names. Clint: There's not 600 left... I've already been selling tickets. Steve: Oh, really? Clint: A lot of the VIP and Elite Tickets are already taken. There are different levels… There's general admission - if you just want to come and you're scraping it together to make it. Step up and show up for this thing - it will change your life. Going to events really does change you. Steve: Yeah, it does. Clint: You told the story of going to your first Russell Brunson's ClickFunnels Live and how that changed your whole freaking life. Steve: Yeah, everything. Clint: Well, that's what's going to happen here. Where was that ClickFunnels live? Somewhere in Orlando? Steve: Yeah. San Diego, actually. Yeah. Yeah. It's far. Clint: San Diego. Dude... This event is at Carnegie Hall with Martha Stewart, Dan Kennedy, Michael Gerber, you and Scorpion, the smartest man in the world. You see, what people don't understand is that the venue changes the event. You can have the same performers, one of them performing, one time performing here and the next time performing at some arena someplace. You're going to get a much more intense performance at Carnegie Hall because the venue brings out the power from the performer. The performers rise up to the venue. You know who else has spoken in Carnegie Hall? Aside from Albert Einstein and Mark Twain, we had… Franklin Delano Roosevelt Elenor Roosevelt Teddy Roosevelt Martin Luther King Ernest Hemingway Groucho Marx Andy Kaufman Jerry Seinfeld The Beatles Frank Sinatra Liza Minnelli If you have been a living legend, you've performed at this venue. ...and that's why I selected it. That's why I'm paying the big money to get it. That's why I'm paying the big money to have all these incredible names come and share their last lectures with my audience to change entrepreneurs' lives and their vision of what's possible in the future. Steve: Man. I'm not going to stop press and record. This is so awesome. Holy smokes! I'm so psyched about it. So September 26th through 28th. Literally Carnegie Hall! Obviously, New York City. 600 people. Go to seestevelive.com. and it’ll take you right over there. Anyways, Clint, thank you so much for being on here. I really appreciate you being on. I can't even explain what kind of an honor this is. Clint: I'm so excited to be doing this. I have a testimony on my website from Peng Joon, because he came and spoke at one of my events at NASDAQ, and he said: "Clint specializes in creating experiences." That's really what I do... and that's what I've created here: The experience of this unique first time ever entrepreneurial conference in this venue is going to be historical, life-changing, and career changing, and you don't want to miss it I'm looking forward to sharing it with you, all of your friends and your audience; September 26th, 27th, and 28th. Thanks, Steve. Steve: Oh, sir, thank you so much. Appreciate it. We will see you there. BOOM! SEE STEVE LIVE So several years ago, I walked by a stage in a basketball stadium. It was my college campus and I was deeply concerned with what I wanted to do in my life. For some reason, I looked at the stage and thought, "Huh, one day I wanna be on stage. I wanna be an entrepreneur and I wanna buy and sell companies." Well, while the last one hasn't happened ... yet, Muahaha... stage and entrepreneurship have. And as my business has grown and my message has spread, a frequent question I'm asked is, "Steve, what stage will you be on next?" Now I totally get that this feels, maybe, a little conceited here... But considering my childhood fear of speaking up, being heard, extreme lack of self-confidence, and getting in front of people, back in my growing up days, I feel satisfied. I thought I'd tell you where I'll be in the world coming up. And funny enough, just literally go over to seestevelive.com, and it'll forward you to the next place. I love stage and it's one of my biggest things to look forward to in my current role in my business. From little 10 person masterminds all the way to gigantic 5000 person events - from free seats to paid events - events have always been one of the ways I can deliver the MOST value and get the greatest “AHA’s” in the shortest amount of time. Just come say hi, and go over to seestevelive.com.
	The Untold Secrets of a 90% Event Retention Rate with Stacey Martino	19 Oct 2023	00:25:36
A marketer is nothing more than an event thrower. We throw events packaged as webinars, challenges, or whatever modality we use just to get people’s attention. However, one thing that most of us would refrain from discussing is that filling an event is HARD enough! But not for Stacey Martino. Stacey and her husband, Paul, are relationship gurus and have been doing it for 20 years. For the last 10 years, they’ve had a whopping 90% REPEAT ATTENDANCE rate (read that again). Her clients are even willing enough to pay as much as $15,000 to get into their program! How did they do it? Fortunately, Stacey is one of our featured speakers this coming October 26-28 at the OfferLaunch event (so exciting). And she’s here to share her event methodologies that will blow your mind. Here’s how she did it. (P.S. No tickets yet? Get your OfferLaunch event tickets here and learn the 6&7 figure strategies top marketers use to (re)launch offers.) Key Takeaways: Introduction (00:00) How Stacey Martino got into doing live events (01:27) Tips for finding the right joint venture (JV) partners (05:39) How to get repeat attendees for your event (09:04) The power of delivering prescriptive results (18:17) Episode wrap-up (24:05) Additional Resources - Reserve Your Seat at the OfferLaunch 2023 event here - Connect with me here - Interview me on your show --- Download Season 1 episodes here -- 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!
	SFR 249: Leverage Information...	07 Jun 2019	00:14:19
*This is honestly the easiest way to make money from what you already do...* I've coached a lot of people now, but there have been a few times when I’ve heard the objection: "Stephen, I don't know that this could work for me?" So, it’s time to do some excuse busting because the truth is... You can leverage information, whatever your field of expertise is. ...and the fantastic news is, you don’t have even have BEST in your field or EVEN the best marketer to make a decent amount of money. In fact, there are plenty of people who are really bad at selling, but who have a good product and make great money. Enough money to... Massively supplement their income Pay bills Give up the 9-5 You can be quite bad at this and still make good cash. … which is why this is such a HUGE deal. So this is for EVERYBODY who says, “I don't know if this would work for me?” My GOSH, YES IT WOULD Whatever expertise you carry in this world, teach it and make a course about it. If you're like, "...but I don't know how to do that." There are a million things out there to teach you how. The question is no longer, "Are the models out there?" The question is no longer, "Do I have the tools out there?" *The question is more about belief.* I want to help anyone who hasn't launched anything yet… If you've been following me for six months, and you still haven't launched a product yet… Let me give a little tough love and make you aware of that. Can I say, *“Sack up?” Is that all right? Just go for it. Launch something. Just get it out the door. You're not gonna make it perfect. You can't. You're not the one buying. Get it out the door and start measuring feedback... Take the pressure down and understand that all of these choices don't actually sit on your shoulders... It's such a good thing to realize as an entrepreneur. My ability to be successful with this is not so much on my shoulders - as far as the decision making…* All I have to do is learn how to listen to what the market's telling me to do and then put it in these frameworks and just move. So if you’re ready, let me show you how *you* can leverage info to make MORE money, *listen up!* THE EXPERTS SECRET First, I want to bring your attention to a section in Expert Secrets. I LOVE this book… But there’s a strange phenomenon I’ve noticed. When people quote from this book, there's an area that doesn’t get much attention… and it's *this freakin’ gem* that MOST people will just skip over… I’m not making fun of anybody, but I just want you to know that there’s a piece right at the very beginning, (actually it's not even technically chapter one, it’s in the introduction)... where a gem is dripped out that I most people don’t understand... TWO TYPES OF EXPERTS There are two kinds of experts… The first kind of expert is the expert who's selling information about their expertise itself. That's all they do - *they just sell information products.* The second type of expert is someone who is leveraging information products for an existing business. Information products are amazing because there are such huge amounts of margin in them. The major con is that people understand that there's NOT a lot of *cost* to fulfill. If you’ve followed me, you’ll have seen me talk about the benefits of info products versus physical products before… There are heavy pros and cons pretty between the two of them. I don't think that it's one or the other. I think that they should work together. But the second kind of expert leverages info in a certain way that most people do NOT understand. One of the fastest ways that I know to blow up a company is to create an info product that sits in front of the actual thing that you do. Now I want to share some quotes direct from the Expert Secrets Book *On page XXIII, it says:* Complicated sales will come easy because the information products will indoctrinate potential customers about why they need your products. … I've found this to be 100% true. For example: People who listen to my podcast consume my sales messages *waaay* easier later on. That's no surprise… *Because they’ve spent time with me, watching or listening to me speak. I’ve already given value and created a relationship, so the next step to buyer is much easier to take. Expert Secrets goes on to say…* You'll be positioned as an expert instead of a commodity. People will pay you more for the same thing they could get somewhere else. All other options will become irrelevant. Price resistance will disappear and future sales will become easier. *That’s a very powerful point!* HOW TO INCREASE SALES The book goes on to say... You will be able to acquire unlimited customers for free. ...which is very true! *I have more leads right now than we can actually handle.* For the last few months, (and moving forward), the major focus in my business has been *how* to actually handle all the leads that we get? *Where are these leads coming from?* Publishing. Information products. *By design, I’ve matched up my expertise with the information space.* That doesn't mean you have to create the same kinds of things everyone else, I'm not saying that at all. I'm saying you have to couple your expertise with info so that, (and back to the Expert Secrets)... You'll be able to acquire unlimited customers for free. So every backend sale you make will result in a 100% profit. You will be able to grow much faster. This book has taken me over a decade to earn through trial and error, making thousands of offers to millions of people. I'm only sharing strategies and tactics that are proven to work. Hope you enjoy the book. (...I just love that as an intro.) So now, I want to give you a working example of HOW this can work for any industry… HOW TO MAKE MORE MONEY AS AN ARTIST Recently, I had the pleasure of coaching an amazing lady. She was a musician… This case study came from the OfferMind Masterclass; it's a fast, but powerful example. This should be very encouraging if you’re trying to figure out if you should move forward on something like this. It’s a HUGE opportunity and it changes the whole business model as we know it. I feel weird saying it; ‘cause it makes me feel kinda biz oppy, but it's true… So, let me ask you a question: Q: How amazing do you have to be to make money as an artist? A: You’ve got to be really good - really, really good. To make money as a musician you’ve gotta be at the tippity, top, top, top - *all the way to the top -* in order to make actual cash. So on a scale of 1- 5, your Artist's skill = is gonna be a five. Q: Stereotypically, how much money do you make as an artist? A: Typically, you make no cash at all - so I’m giving it a one Starving artist is a term for a reason. So I might have level five skills, but be getting paid at level two - which is crazy, but it's how it is... Here's what's fascinating… If you were *somewhat* of a good artist but you chose to teach other people certain types of strategies/ skills/ history of the music piece that you've learned how to play, or whatever… You actually can combine information with being an artist... and cash flow very hard. I could be level one/ two at selling information, but it could bring in level four/ five revenue - it’s sorta the exact opposite. So… Here’s another question for you: Q: If I lead with info and sell *how to* stuff that’s truly valuable, what's the skill level I need as a marketer in order to make money in the info product space right now? A: I'm going to say a one. There's a lot of people who are extremely bad at selling but have a good product, so they still make great money… You can be quite bad at this and still make good cash. … but it gets EVEN better LIQUIDATE THOSE AD COSTS https://media.giphy.com/media/57WAdFQc3tba3OkCFZ/giphy.gif So here’s one of the things I like to do to help me breakeven with my products… If I have a $1,000 or a $500 product to sell, (which is not abnormal for the internet)... Historical price points around the info product space are around 500-3000 bucks. If you have any kind of aversion to that, as I say that, in a … “URGH, I've never paid thousands,” kinda way... Let me set you straight: You're NOT the one buying it - SO GET OVER IT! If you're like, "I wouldn't buy your product at that price..." Make sure your product is darned AMAZING - so that you WOULD buy it! Understand that people are already buying at that price point like crazy. We have a thousand dollar product and it costs us about $100 - $150 to generate one buyer, but one buyer is worth A THOUSAND DOLLARS... (and we're about to raise the price).* But we can do better than that ;-) So we started selling a $57 product in front of our $1000 one… And that $57 product generates 4-5 purchases for every $1,000 purchase. Now, did you notice what just happened there? If we're spending $100 to $150 to generate a thousand dollar buyer, but now we're doing 5x $57 upfront, that means we’ve liquidated the ad spend it took to generate the buyer. Now it's literally $1,000 pure profit - and that comes in multiple times a day. MY NEXT BUSINESS STRATEGY So having just liquidated my ad cost what should I go do next? I’ll do what I always do and start a podcast for that particular product to fuels it. We took all the cash that came and dumped it right back into ads to create more leads. It's stupid easy when you start looking at numbers that way… When you combine info and your expertise people will pay for the information because it's extremely valuable... Has this not been valuable? I mean come on, this is ridiculous, right? Maybe this is a little bit too intense for what I should be giving for free… *but that's why it works so well.* If you want MORE… My course, OfferLab is a year-long coaching program with me and a bunch of other coaches from my Rolodex. It's a specific three-day event where you go through and you're highly prepared to get thing outta the door... There's a lot of material I have you go through, it's very *‘fill in the blank…’ Then you come into the actual event and it's very work-shop-ish. It's NOT just me ‘sprekening’* ;-) It's everything to help an individual launch their core offer. … that's why OfferLab was built. BOOM! If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on *all the strategies, right? That's also good. But the hardest part* is figuring out what the market wants to buy and *how* you should sell it to them, right? That's what I struggled with for a while until I learned the formula. So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it. *Wanna come?* There are small groups on purpose, so I can answer your direct questions in person for two straight days. You can hold your spot by going to OfferMind.com. Again, that's OfferMind.com.
	SFR 248: Kill The J Curve...	04 Jun 2019	00:23:51
I'm going to throw rocks here a little bit. Ermmm, ‘NO,’ actually it's going to be mountains, boulders and things that are VERY heavy… I'm vehemently against this idea that we need to take on funding in order to start a company. The J Curve is what's taught in most of our education and mainstream entrepreneurship today. Case in point, the J Curve is the very model that Shark Tank operates under. And while I love the show, I’m vehemently against the concept of the J Curve... In fact… It’s time to kill the J Curve. If you don’t know what the J Curve is, all will become clear… but first, let me tell you a story of about *how to make a million bucks… THROWING A J CURVE…* I was working with Russell on a project for one of his personal clients… For every dollar we put in an Ads, they were getting $1.30 back out. For every dollar they were putting in an Ad, they were getting $1.30 back out. However, one day they called, us a bit ticked off, and said, "We're barely breaking even on this?" I was like, "You're NOT breaking even. You're actually making 30 cents for every customer that comes in." They weren’t happy with that answer, and they said, "Exactly, we're not going to make a ton of money on that." We were like, "You guys are missing the entire point here. You now have a machine where you're acquiring customers for free." We’d created a bottom of the value ladder offer that was expanding their current customer base. They already had their middle of the value ladder product and they had an expensive club as well… But what they needed was MORE blood in their value ladder to bring people in and ascend them to their more high-end offers. We were putting a $1 in and they were getting $1.30 back out… but *they were mad about that.* We asked, “What are you mad about? This is a success." They were like, "It's NOT a success." We were like, "Yeah, that's a HUGE screaming success." BREAK-EVEN WINS … we said, "Let's think about this for a moment…” “You have a machine that’s giving you customers for FREE and you’re even gaining 30 cents …” We told them: *“Anything you sell to those customers afterward is pure profit!”* Break-even is a million dollar scenario. … AND now, these customers are also MORE likely to purchase anything you tell them to buy. Still, they weren’t convinced… they were like, "What are you talking about?" Here’s a FACT: Second money is ALWAYS easier than first money. *A percentage of your list will ALWAYS purchase simply because they like you and they’ve had a good experience previously* We're not just tweaking: Your offer The way you position your messaging But *what's so incredible* about the way this works is this... STARTING A BUSINESS THE WRONG WAY? In college, I was taught that the first things you do when starting a business are: Write a business plan Gather the who’s who and get people on your team Think more about your idea and do some market research Competitive and SWOT Analysis Look into the probability of success and do lots of analytics. Probably my least favorite class was Quantitative Marketing research. I HATED that class… And that’s literally where the phrase ‘*J Curve’* comes from... When you start your business, since there's no revenue yet, you are expected to go into debt in order to fund the business, the people, and the systems. There are a series of systems in business... For example: There's a system for: Support Fulfillment Helping people actually have success. All that stuff costs money. At first, when I started my business, it was just me... but that's NOT the way I was taught in college. SAY ‘HELLO’ TO THE J CURVE In college, I was taught to get a loan and go into debt. #EyeRoll I would expect to be in debt until a magic moment three to five years away when I finally become cash flow positive. Meaning, I'm not losing money faster than I'm making it. I’m NOT breaking even; I'm just finally going in a straight line. I'm NOT making any money, but I'm NOT losing anymore. Then you keep tweaking and tweaking until you reach the mark where... hopefully... you’ve made more money than you took on to fund the business. And *this* is literally what I was taught in college… When the curve moves upwards enough, then you're profitable. The moment the curve starts to get to a certain zone *(see below)* you can take profit - which is great. You make a lot of cash... But as soon as you start increasing at a decreasing rate, meaning the curve starts going level, you're taught to sell. You go into the stock market with an IPO, and you sell off your company and you no longer own your baby. That SUCKS! You work your face off, but then most of your decisions will be made by a board… You gave away your business with golden handcuffs when you got a loan. *That's why Shark Tank irks me.* But you can skip this entire model with what I’m showing you here. KILL THE J CURVE Let’s go back to the ClickFunnels and the people who weren’t happy with $1 in and $1.30 back out … Here’s the CRAZY part... $1 in and $1.30 back out means that you're skipping the J-Curve. *It means that from the get-go, you're going up.* Is it fast? “No, but you're not losing money,” and remember, we already know that second money is ALWAYS easier than first money. A percentage of people will ALWAYS buy your upsell That's why this is such a big deal - that's why we freak out so much about doing this stuff. https://media.giphy.com/media/8B9hGl5neRTNK/giphy.gif Then when you understand more about how to create the offer and the order to build in, it means you don't have to do that VC garbage. That's why it's so awesome. You kill the J Curve and go straight to profitability. Even if things are level for a while and you're not making any money: You're not losing money You own your entire business You're actually making your own decisions. Merry Christmas! ;-) So then you start making HUGE profit... and you can sell if you want, but you don't have to - you can have cash cows like a lot of my offers are now. Tell me any other investments on this entire planet where I can put a dollar in and get a 30% return in a week? People boast when they get a 10% return on a mutual fund. Seriously, think about it! Do you know how much money you already have to have in order to actually make a living off of something like that? In my mind, there's no other logical way to invest in your future than doing a funnel and creating an offer the right way. I don't know another way. LET’S TALK MONEY … when that Facebook apocalypse thing happened a while back, it kinda jacked up our stats a bit, but before that, we had two months where we were putting $1 in and getting $8 - $10 out. It's not as high anymore, but it's still like a $1 in and $5 out … That’s a weekly return of 500%. You don't take profit, if you just keep putting a dollar in, and getting a dollar back out... Congratulations, break even is a million dollar scenario. The asset is the list; so when you can build a list of buyers for FREE - BOOM! Most corporate companies can't even begin to comprehend what I'm teaching you right now. *They don't get it.* They're so indoctrinated in the traditional stuff that when we show them other options they're like, "I don't think that's going to work?" And we make it happen and they're like, "Oh, snap. HUH!” TURNING DOWN 100 MILLION! At one time, there were a lot of companies trying to give ClickFunnels $100 million, and we kept saying, No. They were like, "Why? We'll give you $100 million with the BEST rates you’ve ever seen." I got to sit in the room where a lot of these conversations were going on. I’d hear Russell and the VC guys talking, and I'd be listening… https://media.giphy.com/media/Ll1rEkDebTIdO/giphy.gif They’d be offering all this money, and Russell's like, "We don't need it," which blew their minds. Russell would go to lunch just to kind of humor them, and because it would make a cool story... which it did ;-) The VC guys would say, "Come on, $100 million. How much money does it cost you right now to acquire a ClickFunnels person?" (And these are stats from a long time ago, so I'm sure the changed a little bit.) But at the time, as I recall, it was costing ClickFunnels about $120 to generate one trial. Now for the SaaS software world, $120 in ads to generate on average, one trial, that's actually very, very good. So when Russell said that, they're like, "Oh my gosh, are you serious? $120 to generate one trial? That's awesome. Here, let's give you $100 million, and then you can just go and get a butt load of trials and lots of customers." Russell was like, "No, no. We turned those ads off." And they were like, "Why would you do that?" He's like, "Well, because that’s coming out of our own pockets. $120, that's URRGH." (What I'm teaching you now is *the reason* to come to OfferMind…) HACKING THE VALUE LADDER So if ClickFunnels is in the middle of the value ladder, ( and I'm using ClickFunnels as an example because we all know them), we’d create acquisition-styled funnels… For example: Trip Wires Book Funnels VSLs Invisible Funnels Summits 7-Day Launches Small eCommerce stuff shipped out... … things that generate a buyer very cheaply. I know these numbers aren't accurate anymore, but the principle is still the same… It was costing ClickFunnels $22 to generate one Expert Secrets buyer, but the average cart value, (because of upsells, the way funnels work and because we're dang good at creating offers), was $66. And so, think about this… Now that we've generated a buyer for free, (put in a dollar and get three out), 22 bucks to generate a buyer with a $66 cart value. Divide them out, a dollar in, three dollars back out - that's awesome. I don't know another vehicle that makes that kind of cash… And frankly, I don't know another vehicle where you can be really, really bad at it and still make a lot of cash. Things like the stock market, (I'm not trying to throw rocks), but the majority of the time, you gotta have freakin’ ninja skills to make a lot of money - hopefully... (with flash in the pan kind of strategy to tactics). You can be bad at this and make a lot of cash. I definitely was! One of the first funnels I put out ended up making MORE money than I was making in my job. I was like, "Dang. That's awesome. I really can be bad at this and still make a great living." WHO ALWAYS WINS? I'm not just approaching value ladder design from the aspect of, “Oh, this is the good order to go in…” You're playing with the reality that those who can pay the MOST to acquire customer always win, even if they have a worse product. Let me explain… If I can spend $66 to acquire a book buyer and the book is only seven bucks, I'm going to dominate those who are on Amazon who have a locked average cart value that only enables you to buy one book with no upsells and OTOs... That's why this works. *That's why what we do is so killer.* So if I generate a buyer for free or breakeven, (if I'm making money, all the better)...I will never dare take profit at this level. Instead, I create sequences that invite them to ascend to the next step, and then... *it's pure profit.* The reason why we make the money we do and we don't have lots of overheads is because we're actually marketers. So Russell was with the venture capitalists who were trying to give ClickFunnels $100 million telling them that he’d turned off adds, that in their eyes, were very profitable The VC guys asked, "Why would you do that?" Russell (very clichely) explain by drawing on a napkin, ... He said, "We turned those ads off and now we actually MAKE $40 per ClickFunnels trial now." The VC guys said, "That's impossible. How are you doing that? That makes absolutely zero sense to me." Russell said, “No no. It totally does." REWRITING BUSINESS So let’s look at it the Expert Secret book funnel numbers … Average cart value in that funnel is $66 Cost to acquire was $22. (I think *the cost to acquire* is lower now, and the *average cart value* is higher - but anyways, those are some of the stats I remember.) So they're making $40 per ClickFunnels trial - because, at the end of the book funnel, they say, “Go get a free ClickFunnels' trial,” and then people do - *it works. Do you understand how mind-bending this is?* This changes the entire business model - that's why I'm like so fierce with some of this stuff - we’ve gotta push it out there more. Then they create all sorts of front ends - that's why he launched the Network Marketing Secrets book. And afterward, Russell promotes ascends them on the value ladder for FREE. He already owns the list. He doesn't need to pay to acquire the customer again, and so, he just invites them to take the next step... *Pure Profit* By approaching business in this way, you can Completely negate the need for VC funding Completely negate the need to give up ownership of your company Completely negate having to make decisions that you wouldn't want to make with your baby. *That's why it's such a big deal.* I started in the middle of the value ladder so that I can have MORE money to acquire a customer than my competitors. If I sell my book on Amazon for $20... but dang it, Russell's generating $66 per book purchaser (average cart value)... Man, he's going to wreck me. Do you see what I'm saying? If I can spend 60 bucks in Ads (especially on a book) before I start losing money… *GAME OVER* Again, you can be bad, but if you're breaking even, you still can upsell your most expensive things - that’s straight up monetization. For example... There are several people every month who are like, "Hey, I really just want to get an OfferLab. That's the kind of hand-holding I need." Or ... “I don't want to have to go read the book and go through all the stuff, Stephen. Just give me the result." READY, FIRE, AIM One of my favorite books is Ready, Fire, Aim - you can see I have it all tabbed out and stuff... The methods that I’ve shared are something that I've been teaching and doing for a while, but then, this book validated the crap out them. Now if you've never read this book, and you don't know anything about it: The first third goes from zero to 1 million - so I studied that a lot when that was the phase I was in. The next phase of the book is 1 million to 10 million The next phase (I think) is 10 million to 100 million. I spend most of my time with new people and people who are $1,000,000 to $10,000,000 in revenue - that's where most of my expertise lies for our business; new all the way up to about 10 million. *After $10,000,000, I don't deal with people too much.* Anyway, in the book, Masterson says… (This is on page 118) “Although your primary focus should always be on customer service, your quantifiable goal as a beginning entrepreneur should be to acquire as fast as possible, what we call a critical mass of qualified buyers/ customers. *This is the number of loyal customers you need in order to make all or most of your subsequent selling transactions profitable."* This is key. Masterson continues: “Your goal as a stage one entrepreneurship should be to acquire as many customers as you can to make all of your subsequent selling transactions profitable...” It's literally the exact same thing I've been talking about here He says: "And if you made your primary objective and satisfaction in selling more products to existing customers who enjoyed their prior buying experiences with you, it will be relatively easy as well as cheaper, therefore more profitable. Once you have a good number of qualified customers… (i.e., the middle of value ladder)... Hundreds or thousands, or hundreds of thousands depending on your industry, you'll be in a really good position where almost every new product you come up with will be successful because so many of your existing customers will buy it.” Break-even is a million dollar scenario. *I’m gonna keep pounding that point in* So I go in and test out my entire idea in the middle of the value ladder price point because it makes MORE sense for: Average cart value Cost to acquire Ad costs are very real today. I have flex room and I'm able to go and actually test stuff. SECOND MONEY IS EASIER Once you have a lot of customers, you just focus on that core offer for a while. Then once you've got a lot of people, anything you drop afterward is highly likely to succeed. As long as they enjoyed their first buying experience, it's highly likely that you're going to be successful. I read this and thought, "Oh my gosh." I was on an airplane and I was like, "This is exactly what I've been talking about." Anyway, check this out… Masterson continues: "Understand the dynamics of generating long term profits through the development of large circulation, low-cost products sold at a loss…” **( NOTE ...but you don't need to do this because you can break-even)*** “...by upselling high-end products to this larger base." Basically, the whole point of this entire thing is that, once you now have an existing customer base and you sell something more expensive, that's where you're going to cash flow hard. A lot of profits. I start at the value ladder and then move to the top, but once that’s working, and I want things to be MORE profitable; how do I do that? I create a mechanism, (I mean, funnel/offer), at the bottom of the value ladder to acquire more customers at a break-even level - *which makes subsequent selling transactions really profitable.* If 10 people out of 100 bought my middle tier product, maybe half a person out of 100 would buy my top tier... But then, I just fill the hopper up. Q: What's introducing a lot of these things to the marketplace? A: The fact that I podcast. Dang, it! I just let that out ;-) I'm creating a relationship I'm telling a lot of stories I'm breaking false beliefs that I know the audience is having as they start to say things that I know are not real. I create a story around my episode - at the end of each episode, pay close attention to whatever it is that I'm promoting in the outros. The outros often introduce a new thing inside of the value ladder or reminds people that my product’s still there. So I'm creating the relationship and leading with a butt ton of value. I give so much away on my podcast - *it's ridiculous.* #GetRichDoGood Hey, I know this game can take a few tries to get the money flowing, especially the first time, right? And that can suck. I also know from experience how frustrating it can be to know your business is just a few tweaks away from your next big payday, but you don't know what tweaks to make. I've felt completely paralyzed by that in the past, and it sucks. I've been blessed to work with thousands of new and successful businesses over the last three years, and two things have really shocked me. #1: I began noticing the pattern to success is vastly the same, but everyone's spot on the path is obviously different. #2: I've been shocked and overwhelmed by the number of people asking for my help, my systems, and funnels in their business. Well, until now I've never had a system or product in my own business to help you build yours. Now, I'm finally able to be public about all this... If you'd like my help to build your offer or sales message funnel and even your content machine, go to myofferlab.com. The path to online and offline success is 80 percent the same regardless of the product, price point or industry, and it works if you're new or already a killer in business. You can get more details on how to get my personal attention and frameworks in your own business by going to myofferlab.com In-person classes are limited to 60 people each, and frankly, I can only do about two of these a year. Get more details, and even jump on the phone with us for free at myofferlab.com
	SFR 247: Acts Of Marketing...	31 May 2019	00:24:17
"How to market your business" "marketing strategy" "product launch" *You walk into a group of people (your dream market)... what do you say and do to get their attention?* STOP! Before you read any further, I wanna drop a truth nuke… Reading this article could either be the best thing you do all day… or a MASSIVE distraction. ARE YOU READY FOR A PRODUCT LAUNCH? So before you continue, I want you to answer these quick questions, (and here they are): Have you studied Market Selection? Do you have a Product? Once you have a product, these are some of the *Acts of Marketing* that you can use to create a ton of noise when you launch. I've been at this game for six years now, and hindsight’s 20/20... so looking back, if I give one piece of advice, it would be: Stop obsessing over: Funnel types - until you have a product Offer Creation Methods - until you’ve chosen a market Your Dream 100 List - until you know who your dream customer is What to build - until you know *who* to sell. Last episode, I talked to you guys about *how to select a market, and it's super powerful - I believe it’s where EVERYONE should start when they're trying to decide what to sell… The big issue that I ran into in college was I was that I knew a lot of strategy... but I didn't have a product…* AND *THAT’S* WHY I WAS BROKE! So if you're studying Acts of Marketing without a product… Stop getting distracted with campaign styles of marketing. If you don't have a product yet, don't worry about this crap. This is powerful stuff, but you don't have to know EVERYTHING at once. CASH FLOW IS KING … First of all, you need to learn: Market Selection/ Market Design, i.e., How to choose your market… Start selling before you create the product (which is totally possible). I made six figures before my product was even done - which is super powerful. Events are the same way. The next OfferMind event hasn't happened yet, but we've already cash flowed a lot on that thing. You can study market selection without a product, but studying acts of marketing is a distraction. INSTEAD... Study product creation. Study The Seed Launch from Jeff Walker. It's a great way to get a product out there that you don't even have built yet to get paid for… There’s no bait and switch, your customer knows that the product isn’t created yet. What I'm trying to help you understand is… Acts of Marketing are very different from Market Selection I believe acts of marketing are the second thing that you need to study. Too many people get distracted by the acts of marketing... ...and I'm teaching Acts of Marketing today. I’m gonna teach you *how* to get your product out there. So if you don’t have a product yet, I’d figure out how to choose your market first. MY NEXT MARKETING STRATEGY? The BIG QUESTION that I’m trying to answer at the moment is: *How do I sell more OfferMind tickets?* … that’s the thing that I'm trying to figure out right now, and I'm not quite sure on the answer yet; I've got a few places I can take it… So in this instance, I'm NOT talking about Market Selection, I'm talking about Acts of Marketing… and I’m specifically talking about Launch Campaigns. There are launch campaigns, and there are evergreen campaigns. A launch campaign leads to a single day/ event/ time, where *all* the pressure is released in ONE go. A launch campaign introduces a product to the market in much the same way Hollywood does with a movie. (I’ll cover *evergreen campaigns* in another blog) But for now, let’s take the Avengers: Endgame… There was a lot of pressure and a lot of build up. There were even whole movies ahead of time setting it up. On the radio, I heard that Endgame is the fastest movie ever to gross $1 billion, or at least they're on track to be. *That's* nuts! *That’s* the fruits of a launch campaign... Most of the time, people don't design a launch campaign - which is *why* they don't ever have this *BIG i*njection of cash. That's why I did the OfferMind MasterClass two weeks ago, (I needed a week to recover - it was full-on)... The MasterClass was what we call a Seven-Day Launch and you can read about what we did here. The seven-day launch is designed for a MASSIVE injection of cash… And **SPOILER ALERT -** that’s what happened. We had a six-figure weekend. BOOM! A huge amount of cash came in… HOW TO MARKET YOUR BUSINESS... So we’ve just had a BIG injection of cash… Now, let me ask you a question: Q: What would be the wrong way to use that money? A: The mistake would be for me to take that cash as profit… *I DON'T TAKE PROFIT* That cash is held in reserve to Fuel the OfferMind Event. Fuel Evergreen Campaigns. Events are expensive, the way I like to do ‘em . Last year's OfferMind cost me $80 grand - this one's gonna cost *waaay* more. Anyway, back to launches… If someone says to me, "but I don't have money for ads." My reply is, “Cool, don't do ads.” Ads are an evergreen campaign type strategy. *This applies to any kind of ad* Ads, in general, come under the evergreen category. So, instead, what you have to do is create a Launch Campaign. The book Launch by Jeff Walker teaches you about Launch Campaigns, (the name kinda says it all ;-)) The benefit of a Launch Campaign is that you learn how to get a lot of cash. The con is that it teaches you nothing about how to actually build the rest of the business or an evergreen campaign. I've already done the seven day launch (and it was very successful. Almost all of the OfferMind VIP places have already gone)... so now I trying to decide what to do next to sell MORE tickets… WHAT SHOULD I DO? I documented my journey from leaving ClickFunnels to my first million - that happened fairly relatively quickly… So now what I'm doing is documenting my journey to the creation and the development of OfferMind. You're not going to learn the content, but I'm going to teach you *how* I'm designing the actual event and getting people to it - which is one of the most stressful things about launching events. Here are my options of what to do next: Turn on ads for OfferMind Do OfferSummit Launch capitalismswag.com Redo the OFA sign up page Launch a new freecftrial.com bonus The One Funnel Away Stories Podcast Plan a My Content Machine Event A Secret Project with ClickFunnels (If you want to watch me go through all this with a whiteboard you can watch on YouTube) Let’s break this down… OFFERSUMMIT? The asset of the internet is your list, so I need to develop a bigger list to pitch OfferMind to. If you're on my list, and you're NOT coming to OfferMind, it's confusing to me. I'm not throwing rocks at anybody, but… *YOU SHOULD COME TO OFFERMIND* But understand, that there are some people who didn't buy OfferMind and they're like, "No, I'm never going buy, I'm only going to take your free stuff, Steven." ...and there *are* people like that. So I can either work my freakin’ hardest to try to expand my messaging, to try and convert that person… Bleurgh… I HATE* that* ...Or I could just expand my list. *That sounds way better to me.* So I could do an Offer Summit, get a huge list, and then promote it to that list. I wanna interview freakin' Bill Glazer. I really want to interview massive guys, All the yesteryears' gurus - I want them. I'd love to get them to write a chapter. Who did that? Russell Brunson, in the 30-Days Book. I want to do that. That's going to take some time to coordinate! CAPITALISM SWAG? I’m gonna build Capitalismswag.com for the purpose of promoting OfferMind. One of the reasons I haven't done Capitalism Swag yet is because I was like, “What does it lead to?” I could just sell shirts, but what does it lead to from a marketing standpoint? So I needed something built in the middle before that. So Capitalism Swag is another launch campaign that’ll lead to OfferMind. I'm NOT gonna have the shirts available forever. It takes time to print and ship the T-shirts. The only I’ve seen swag be successful is it’s treated like a launch rather than an evergreen activity. I'm not in the shirt business, so each time I release a shirt, they’re only going to be available for three days. But there'll also be an evergreen aspect to it because I thought it'd be cool to be an exclusive shirt of the month - that I'm never going to print again. The Capitalist Pig Shirt, I’ll probably leave that up forever because it's freakin' awesome - it ruffles a lot of feathers, and I love that. It pisses off liberals, which just makes my heart sing and I sleep better at night. So it's kind of both types of launches, but really, I'm going to use it to promote OfferMind. OFA SIGN UP PAGE I want to go redo the OFA sign up page in its entirety. I want it to be awesome. Does it need to be awesome in order to sell? No! That thing's already made $110,000 just in hundred dollar sign-ups. That's insane! That single ofasignup.com, ‘not very design-esque, built it in a hotel room before I got on a 2CCX cruise ship’ page… … that's the power of a bridge page. The power of creating an offer on top of somebody else's. It's crazy. I also want to redo the network marketing one that Russell just launched. That would be cool. I would love to create my own offer around it. I think I know what it's going to be. Super sexy… “When you buy through my link, you get all these sick bonuses!” So the actual marketing network bridge page, that'd be a cool one to go launch. FREE CF TRIAL? I'm also thinking about launching freecftrial.com with a cool bonus offer… How cool would it be if you get a trial of ClickFunnels through me and it came with a freakin' sick offer. A specific training on how I use Actionetics MD. There's not a lot of training out there on it. What if I was the guy that did that, but you got it as a bonus by getting ClickFunnels through me? That's awesome. OFA STORIES PODCAST Oh, you know what would be a fun one from an evergreen standpoint that’d be incredibly powerful? It's funny because some people out there have gone out and they're using the phrase *‘One Funnel Away Challenge’. It's a freakin' trademark of ClickFunnels. They’re gonna have a huge issue with that. I have written permission, as their coach, to launch a One Funnel Away Stories Podcast. I'm gonna interview tons of people who were just one funnel away: Ordinary people Famous people People who were living in the gutter ... all their stories and what they did to have success with ClickFunnels.* That'd be really, really awesome. To pull the OFA podcast off is gonna take a lot of spin up. We republish my content machine to 22 places - so we have to set all that up! MY CONTENT MACHINE LIVE EVENT Another strategy that I'm thinking about using is to have a small one-day event where I teach you my content machine at OfferMind depth. I didn't start it that way…. There are two phases to content production: The crawl phase The sprint your face off phase It’d be fun to have content machine hardcore MasterMind that's like 12 hours long where I deep dive... mixed with Q&A's/workshop throughout. If I were to record that and sell it afterward, but give away a ticket… I could build an entire campaign around it... I thought it'd be cool to create some sick, awesome bonuses. Really valuable stuff that I see that everyone needs that no one really makes. Why don't I just go make that stuff, but then give it away as a bonus? Like, “Hey, Yeah, that's just like a taste of what OfferMind is. Why don't you come get an OfferMind ticket? Here's a little discount as a thank you.” ADS? Ads aren't a campaign. They’re part of a campaign, but they’re NOT a campaign. As a marketing society, we're losing the term ‘campaign.’ The 7-Day Launch brought in the money for the OfferMind ads - so we can turn those on now. I just need to do a few meetings with my ads team. I'm just trying to figure out the order of *what* to launch? May was an insane month for me. I spoke at an event literally every week the entire month of May, and one of was my own event OfferLab. I wrote about OfferLab a few weeks ago - I'm NOT just pitching you. I'm telling you *how* I crafted an event like OfferLab - so it's pretty cool. ACTS OF MARKETING I’ve been through market selection and now, this is Acts of Marketing. I could go create a webinar just for OfferMind - that's an act of marketing. It would start as a launch campaign, but I could turn it evergreen if I wanted to. I have friends who sell out their entire events with just webinars… If you’re thinking, “But it's not an info product,Steve?” Yeah, I know. That's why we say you can use webinars to sell ANYTHING. It's less about the *kind of product,* than it is, *what kind of campaign* you’re trying to create in order to launch your product. MY NEXT PRODUCT LAUNCH? So what should I launch next in order to answer the BIG QUESTION: *How do I sell more OfferMInd Tickets?* I think the sickest I could create right now, (which would take some coordination) would be OfferSummit. My Funnel Team would need to create the pages and all the stuff. So my thought is to *get my team started on that...* because that actually needs to happen quite soon… I want a lot done before I approach big people that I want to speak on it - so they can see it's not a joke. It'll be a massive list building thing. That's a lot to do, but I think we can do it. OfferMind's in September, so in order for me to promote, I need to do the summit in July. My brain works like a Gantt chart sometimes. (If you don’t know what that is, go look up.) There are a few assets my team needs to finish building the platforms for the OFA podcast just so that they're in flow and motion - which means capitalism swag will probably come before that. MY FOCUS? Someone is said to me, "Steve, why don't you just focus?" I am, dang it. What are you talking about’ just focus?’ I’m gonna: Build an offer Grow up my list Pitch a bunch of people on OfferMind That’s how you skip the freakin' j-curve. This is where my area of genius is, (I feel weird saying that)... My contribution to the marketing community is Market selection/ Design mixed with Offer Creation. I don't even know how to create offers without all the stuff that I'm teaching right now. Unless you're already actively in business and selling, it's very frivolous in my opinion, to waste your time studying Acts of Marketing - you gotta start at market selection. Little more homework up front, far more security on the launch. *Waaay easier to win.* No one ever talked to me about that, and after a while, I realized that I was stuck on tactics, not strategy. When I understand some of the strategy pieces behind it... This is far more malleable than I think people realize. YOUR COMPANY'S SOUL There's a book I have… the first half of it was really good. The second half started talking about *the business has a soul* and *respect the soul of the business.* And *what is the soul of the company telling you? I was like, “This is garbage.”* A business is a system that generates a lead and fulfills on it. That's all a business is. It's NOT fluffy junk. It's something that's designable. It's NOT all art. I definitely have some of my art and my flair on top of it. I believe some of it's my personality, (which is a little bit forward). However… A lot of business is designable, that's the science of it. Just understand that as you're doing this... So to the person who keeps asking me, “How do you give all this away on your podcast and still have things to sell?” First of all, this has nothing to do with how things are sold. I used to have that same fear as well. Second of all, we're just scratching the iceberg, baby. Scratching the very tip of it. There's so much more I do that I don't think people know about. Anyway, go to offermind.com, and get a ticket. I’d love you to be there. All right... see you later Get Rich, Do Good Oh Yeah! Hey, wish you could geek out with other real funnel builders... and even ask questions while I build funnels live? Wish granted! Watch and learn funnel building as I document my process in my funnel strategy group. It's FREE. Just go to thescienceofselling.online and join now. Again, it's thescienceofselling.online.

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