My message to market to offer match...

Hey, what's up everyone? This is Steve Larsen, and you're listening to Sale's Funnel Radio. I've spent the last four years learning from the most brilliant marketers today, and now I've left my 9:00-5:00 to take the plunge and build my million dollar business. The real questions is how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me, and follow along as I learn, apply, and share marketing strategies to grow my online business, using only today's best internet sales funnels.

My name is Steve Larsen, and welcome to Sale's Funnel Radio...

What's up, new intro! Hey, first off, just celebrating 100 thousand downloads. We've actually be past that for quite a while, just have not had the chance to create the new intro. I wrote this script while I was in the airport, I think two days ago, and I was like let's go do this, let's get it done. Anyways, hopefully you like that. I wanted to be more forward, and open, and purposeful about what this podcast is really all about, and why I do what I do.

The first about 100 episodes were me just documenting the journey and lessons as I sat next to the man Russell Brunson, of course, right? After that though, I wanted to make a really strong point of this is what I did, when I did it, this is my adjustments as I saw what market was telling me to switch. This is the part of the business and part of the funnel I'm building here and there, but not until this point because of this and that. Do you know know what I mean? I'm trying to help you guys see what I'm doing and why I'm ding it.

We certainly had a chance to build a lot of those kind of things for other entrepreneurs and such along the way, and finally I was like man, I see this pattern, it's the same pattern, regardless of the industry, I'm just going to go do it, and it's been working great. Anyway, it's been a ton of fun. Here's to 100 thousand downloads, and moving along, and me kind of documenting the journey as I keep going forward.

It's been off to a great start, we're officially in the month of March, which is crazy. That's nuts...

Anyway, hey, so this last week I was, I've traveling like a beast, guys. About two weeks ago I was in Vegas, last week I was in Dallas, and then I hope those of you that are coming to Funnel Hacking Live I'll get a chance to actually meet you. I got something cool. Stay tuned, I think next episode I'm going to drop something cool for you guys, for those of you who are actually coming to Funnel Hacking Live.

Anyways, I was speaking last week, and I don't know what the deal is with when events get created, but I feel like they get the speakers in by saying there's going to be this many people, and getting people in events is like the hardest thing on planet earth. To get someone to buy something on the internet, that's a lot easier, because, I mean, you're either having to ship something to their house, they don't have to change anything in their plans, or it's literally an info product, and you're just giving access to them, or some coaching, but an event?

They got to take time out of their life. They're going to plan a flight, they're going to plan hotel rooms, they're going to plan how to get from the airport to the hotel, they're going to plan, does this make sense? What are they going to eat, what are they going to wear? They got to pack a bag? They got to make arrangements.
Besides the fact you're going to sell them the actual ticket, like it's pretty incredible to watch how people, but you can really see who the amazing, amazing individual marketers are based on the events that they're putting, on which is Russell Brunson's No Different, it's freaking huge.

It's amazing, it's bar none the best marketing event that is in there, that is out there. In my very humble, but straight forward opinion, and correct opinion.
Anyway, this last event I was speaking at was awesome.

There was supposed to be 2000 people, there was only 1000 people, which is still a lot of people, and that was a lot, which is great. I had a lot of fun, but I was expecting more. Anyway, a lot of fun though. In the evening time I went and I spoke, and I got to go to dinner with some friends that were there, and one of the people asked me a question. They said, "Steven, how do you really come up with all this podcast material? Where do you see yourself in five years? What are you going to be saying?"

This is one of the major concerns that I feel like people get when they start considering publishing regularly, right? I had the same concern. The concern was what the heck do you say? Especially after I can come up with a few different episode ideas, but after a while I don't know what to be saying anymore. You know what I mean? I totally get it. I went through the exact same predicament. Whereas I don't even know, what am I going to say in episode 97? What about episode 140? What am I going to say when I'm at episode 1000? Oh, my gosh, right?

I will tell you that I don't care at all until I'm at episode 96 is over. Until 139 is over, until 9999 is over. Okay? There are times, though, I've don't that six part series where I went through and deep dived with other experts in their funnels. There is times where there is a lot of planning involved with it, but I started just talking very openly about how I do my shows, and I just wanted to drop this little tiny thing onto you, and help you understand how.

I feel like this is one talent and skill that has served in many areas, and I know is one of the major reasons why I've been speaking more. I know is one of the reasons why I've been able to go out and even do Russell's fad events, it's because of podcasting. I was talking to them, and I was like, "Well, here's the thing that a lot of people don't realize, is that you're learning with me. Okay, we're learning at the same time, I'm just telling you what I'm learning."

How many of you guys are learning something new probably every day? Right, everybody. Everybody is. Are you telling anyone about it?

One of the major things that I did in college, I know one of the major reasons why I started getting straight A's, I do believe ... You guys know that I am very religious, I believe in God, and I don't live perfectly, but I try to live the best I can. I know that for me I did really, really, really well in school.

A lot of that was divine intervention, there is not a doubt in my mind. But a lot of it had to do with my own action, obviously, all of it. None of it happens without my own action, and one of the habits that I started creating for myself is that every time I came back from a class in college, this is very key, listen to this, this is, it's the same pattern for how I come up with stuff in my podcast.

Every time, most times I should say, as often as I could, one of the things I actively did was whatever I learned in class that day that was exciting, that was interesting, that was prolific, that was amazing, that was something I wanted to remember, I made it a point to teach it to somebody else as quickly as I could.

The moment I was done learning whatever, whether it was stuff I was studying on my own, or stuff that was in a class, or something I was building a funnel for another business, in college, that's where I developed that pattern, I developed that habit.

When I learned something that is incredible, when I learned something that is like, oh, my gosh, like that really helped me here, here, and here. Right? I teach it to somebody as fast as I can. I find somebody. I have even taught random people. I know that sounds stupid and weird, but I have literally, I've done it before, or I'll send a message to somebody and be like, "I know you're thinking about this at all, I just learned something cool, I just wanted to share," because frankly it's to be selfish. I want to share it with you, but I also want to make sure I remember it, and I will teach them what I just learned.

I do over and over and over and over and over...

What's cool about it is it's almost like you guys have seen The Five Minute Journal? I can't remember who it's by, but it's the five minute journal, and who is by actually? I can't remember ... Anyway. The five minute journal goes through and it makes you look at your day, it makes you go back and look, and kind of debrief. I can't think of the other word for it. Assess, take accountability for the things that you did in your day, and the things that you learned, and what was amazing, what was bad, how you're going to change it, how you're going to react. I try and treat this show like that. Does that make sense?

When something amazing it going on in my life and I'm like oh, my gosh, that's crazy cool. I got to share that. Right? Then it becomes very, very easy for me to continually have podcast material. I don't know what two episodes from now is going to be, but I know it will be amazing, because I thought it was amazing, and because I get excited about it, because I'm obsessed about funnels and marketing it's going to be easy for me to talk about it, and it's going to be easy for me to tell a story around it. Does that make sense? You've got to develop this talent, this habit, okay?

What was super cool was I was able to use very, very heavily when I was speaking this last weekend. I've shared with a few other people as well, so if you've heard this, I'm sorry, but I went through and I was on stage and I could tell very, very quickly that the stories that I was telling, I wasn't allowed to pitch, but I took the first half of my webinar script and I just took out the pitch and I pretty much did the exact same script. I still broke and rebuilt their belief patterns, and I know it worked because a ton of people came up afterwards.

Actually, it's kind of funny, for the first 24 hours not a lot of people came up. For the second 24 hours I feel like it all hit their brains and they're like, wait a second, I get it. The next day it was like floods of people. I've never had that happened before, it was funny. I was like awe, cool.

Anyway, I could tell I was speaking, I wasn't pitching, but I was definitely selling, I'm always selling. I'm selling through stories, very crafted stories to help break and rebuild the way they see the world and whats actually possible, you know what I mean? You obviously can use that for very bad things, but anyway.
I was speaking though, and I was I could feel that the room, like a third to a half of the room was not with me.

Because I've been practicing this as frequently as I have, right? I have an entire separate podcast show. We're at episode 60-something now, right? I'm about to cross 200 episodes of doing this, let alone the different events, let alone the different places I've spoken or taught, let alone the different coaching sessions. Pretty much all of Friday for me is coaching. My entire Friday, every week, I just coach 100s of people. I mean, it's the entire day. I've been doing for that over a year now, and I've had a lot of practice at it.

When I was up there and I could feel that part of the room was not with me, because their eyes went down. They got distracted by what was on the table in front of them. I wasn't getting any more like oh, ah, like you would at Fourth of July, you know what I mean? I was able to see, I was a able to sense it. I don't know what it is guys, it's a sixth sense. You will develop it if you do what I'm telling and just start publishing, you will develop it. It will not happen for awhile, but you will develop it. I could feel that part of the room wasn't with me.

One of the challenges that you have as an entrepreneur, one of the challenges that I run into, that everyone runs into. I'm no exception on the rule in this, when you've got a product that kicks butt, I know that the webinar that I'm selling, that the product that I'm selling right now, it's amazing. I know it's the best one that's out there right now. I know that there is nothing out there that it like it. I know that I am the only one that delivers it how I do with the most value.

I am confident in that, but that's not what sells stuff, the message is what sells it.
The sales message is a different thing than the actual product. It's the reason you can start selling without the product actually being done. I've been obsessing over the sales message. I've just barely finished the product that I've been selling, which is awesome. It's such a good feeling ...

Anyway, what I've been doing is I've been going and I've been selling, selling, selling, selling. Selling like crazy, and when you have a product that's, follow with me. I know I'm kind of stumbling, but follow with me, I've got 15 billion thoughts all over the place. I'm trying to follow it and grab it. When you've got all these different ...

Sorry, when you've got this amazing product, okay, I'm sure all of you guys have an amazing product, so why isn't literally everyone on the planet running out to buy it? I know we've already talked about sales message is what sells the product, however, there comes a point when you don't need to be tweaking as much of the sales message anymore as much as you need to be tweaking who's hearing it. Does that make sense? I know we've all heard the phrase, "Message to market match." 100%, totally with that, totally agree with that, obviously.

I think one of the dangers we will fall into through as funnel hackers is we will continue to change, after awhile, I'm not saying not to, but change your product, change the sales message, tweak, tweak, tweak, tweak, tweak. I'm getting it to a point now with the level of obsession that I've been at, where I feel like it's not going to be so much tweaking the sales message anymore that's going to be doing it, I think I could shorten the sales message for my webinar right now. I think I could shorten it.

I think it's a little long, but the actual message, I think it's spot on. I think my offer, there is a few things I could add to it to turn up the sexy just a little bit, and I think I know what they're going to be, but the next piece if really changing who is hearing it, right? Who I'm dropping it front of.

Steven, why are you on this random rabbit, squirrel that's over on the side? You're talking about being on stage. Okay, here's why. I was on stage, and I was telling you that about half through I could tell they were with me, they were getting it, they were like, oh, my gosh.

Remember I was pitching to MLM-ers. If you're not in MLM, that's fine. I'm just telling who I was speaking with, and I was speaking with them, there's 1000 people there, I show them the funnel stuff, and a lot of them have never seen this before, and they're like, "Holy crap." About half of them were freaking out, they were like, "Good grief, that's what you just did?" I was like, "Yeah, what's up? I don't know any of you guys, you all know each other though."

Anyways, it was really cool. About the other half, though, weren't with me. From that I had two options. This decision happened in my head very quickly while I was up there. They gave me a tight 45 minutes to be up there and be speaking. I had a very tight timeline, and ... That was really fast for what I did up there.
I had two options, through. Option number one was to just say, you know what? It's fine. If you don't resonate with what I'm saying you're not probably a good fit for this anyway. Does that makes sense? I wouldn't say that, but that would be my reasoning, but like you didn't resonate, that's fine. That's okay.

You didn't resonate with the stories, you didn't resonate with the sales message, even though I'm not pitching, I'm definitely selling, and you didn't resonate, that's fine...

Number two, though, the second option I have is the one I took, which was to grab another story that I have been practicing, because of all the publishing, because of the podcasts, because of all the stuff, I developed, right, that little sixth sense that I'm talking about and grab another story from my Quiver...

Grab another story, grab another arrow from my Quiver and launch that story out there that I think fits who I saw who was also in the room. I was like, "Man, I didn't realize there would be this many of this kinds of demographic. This kind of psychographic, this kind of belief pattern.

I didn't realize, I wish I would have known that before. Do you know what I mean? Your ability to adapt on the fly like that will very much depend on how much you've been publishing, how much you've been practicing telling the story. The first option I had was okay, that's fine. You didn't resonate with my message, that's cool. I think a lot to when I automate the webinar that that will be my reasoning, hey, look, you didn't resonate, that's fine, but I have a second option, which is the benefit of doing live webinars, which is the benefit of feeling like live is you get to feel that sixth sense, and you get to go out and you get to say, hey, look, let me launch this other story.

Let me grab another arrow from my Quiver, and shoot it out there, and go is that going to stick? And it did, and I was able to grab a hug other portion of the room and it resonated with them. Does that make sense?

I know I'm kind of all over the place with this, but I hope you understand what I'm saying. This is all very very connected. Your ability to tell story, do it repeatedly, have a lot of stories in your Quiver, and being able to sense when to grab. They're like weapons guys, you grab another story, boom, and you launch it out. You grab a different story, boom, you launch it out there, you're like oh, man, that one didn't hit. Boom, that one hit.

I can tell, I'm reading their body language, they're jumping all over the place, they're clapping, they're screaming, whatever. The equivalence of that online, during a webinar, whatever...

If you're not getting a lot of that feedback when you're selling your product it might be very well possible that they're not feeling that. You have two options, number one is to say, that's fine, and you just keep finding people that resonate with your current message. Number two, launch a second story and shoot it out there. Launch a second story, see if it sticks, and be like oh, that one didn't stick, boom, and you launch another one, and you launch another one, and you launch another one, and your ability to do it quickly will very much effect how well the rest of your funnel performs.

Anyway, does that make sense? That was kind of long, roundabout way of saying all this guys, but I hope that makes sense, what I'm saying here. This was a pretty powerful thing for me to go through. I've done it on very micro scales, where there's maybe up to 60 people in a room. I've done that many times, where I can sense it, I can feel it in the room and be like they're not getting it, or be like you know what? Let's come up with a brand new analogy on the fly, or let's use one of their business, okay, let me weave a story in between there to help break and rebuild beliefs there. Your ability to tell story is marketing, and it is selling. I'm sorry, is marketing, not selling, it's face-to-face.

Anyway, I hope that make sense, and I want you to, the takeaway from this episode ... I feel like I've been all over the place a little bit with these last few episodes, but I'm trying to distill down the things that I'm noticing. It's like I think we all have the bricks, what I'm trying to do is help you fill in the mortar, you know what I mean? The glue between them, and figure out how to do that stuff.

Anyways, I'm trying to help you understand that the takeaway from this is that you have got to write out storylines of what's happening inside your life. You've got to. If you've got the gumption, which I hope that, if you don't have it, learn it. Just start publishing. Start publishing those storylines, and as you do it, I don't know somewhere around episode 30-ish, I started finding my voice.

Then something else happened around episode 90. I don't know I've heard it from a lot of you guys, you felt it as well. There was this extra amount of, I don't know, glaze that my voice gained as I published. It was like this extra sizzle, and I think it was part of that sixth sense that started coming in...

As I would start to say stuff it was almost like I would hear the audience reply with something, with the false believe that they were hearing, that they were giving up as an excuse, and I'd have a chance to react back and forth, boom, boom, boom, boom, back and forth, back and forth, as if you were in the room with me while I was doing these podcasts. Does that make sense? I hope that you're understanding what I'm saying here with this.

This is super, super, super, super, powerful. I know I pound the story, I tell you guys get good at story, but the applications for it are all over the place. It's not just in publishing, not just in selling, but the ability to adapt on the fly.

The ability to get new markets in, when Russell tells the story about, "Hey, I couldn't figure out how to sell Click Phones for awhile." He had to change the story. That's the major thing. When he changed the story and the offer, and he's tweaking it back and forth, boom, boom, back and forth, back and forth, which offer matches the story that I'm telling, that matches the person that's hearing it. It's really this three part series, right? Who's hearing it, what's the story that they're hearing, and you got to craft that, and then what's the offer?

Then when you match those three together, that's where the magic happens. What I was feeling on the stage was the person who was in the room was not the person I was anticipating. Crap, my story's not right, which means my offer, even though I wasn't actually pitching, I was certainly selling though, I was still breaking and rebuilding the way they saw the world, wasn't correct. There was a mismatch. I felt the mismatch. It was like this three part mismatch. I got to come up with another way to say that. It's message to market match, yeah, but there is something, it's deeper than that.

It was the thing that I start knowing, and feeling, and sensing, and I hope that you understand what I'm dropping out there with this, and start feeling that. Start asking yourself, okay, who am I actually doing the selling to? What's the story I'm using to gain their attention and break and rebuild their beliefs? Then number three, what's the offer?

Where do I feel like that weak spot is? If you don't know what the weak spot is you are not pitching frequently enough.
I'm telling you around episode 85-90ish, okay, that was a long time, that's when I started feeling it. You have got to have frequency with this thing. Frequency is far more important, in my opinion, than perfection in every single thing you say. I say too many ums, I say too many ahhs, I'm practicing storytelling, I'm practicing is ...

Anyway hopefully this has been helpful to you guys. You know what? You might actually have an amazing offer, and my gut feeling is that you probably do, you probably know that it is amazing, and if you don't know that, get there. Okay? Oh, it's amazing! It's so cool! It's the best thing on the planet. I know I can defend it to death. You know what I mean? If you got that, boom, done, boom. My offer is there, there is a few more things I got to toss in there to make it extra sexy, in terms of my fast action bonus, but the offer, done. Okay, next piece. Message. What are my stories? My stories are set, my stories are freaking awesome. I know they're great, I feel it.

Then what's the next thing though? It's who is hearing it, and I think I'm speaking to about half the people that I'm supposed to. I think the other half that are coming in, they're not going to resonate with my story, so number one, whatever, or number two fire a different story. That's the next piece I'm trying to figure out when it comes to my webinar funnel.

That was a very long message, and hopefully it made sense, and hopefully you can see how it applies to what it is that you're doing, and think of it in these three stages, and as I've done that it's simplified, the entire process for me. It's all very much interconnected, it's all very much, and you will not do it without mat time. You will not do it without podcasting, or whatever it is. Publishing in general, you will not develop that kind of sixth sense without actively seeking to. It will just kind of happen one day you'll be like oh, crap. I felt, that was weird, you know? It's kind of cool when it happens though.

All right guys, thanks so much for listening, I appreciate it. I've developed a whole bunch of other cool outros, and maybe I'll talk about that in the next episode coming up and why I did that. Anyways, thanks so much. Talk to you later. Bye.

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Crazy, I've never had to thing about this stuff before. WOO!!!

Hey. What's going on everyone? It's Steve Larsen. You're listening to Sales Funnel Radio.

Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business, using today's best internet sales funnels. Now, here's your host, Steve Larsen.

How you guys doing? Have you guys ever seen those oxygen restriction masks? Those things are nuts. I bought one. This morning I went on this run and it was so much harder than I ever anticipated it being. I used to backpack a lot. I know I talked about that a couple times. When I was backpacking there was this time we climbed Pikes Peak.

If you know what that is, it's very famous mountain in Colorado. It's funny because there's a tram that takes you up to the top. It's above 14,000 feet. When you get that high, I mean, walking just takes the breath out of you. It feels like you're exercising when you're just walking. We climbed it though. We started super early in the morning, we start climbing up this thing. It's so funny, when you start getting above tree line, which is usually around 11,000 feet, meaning it's so high that trees can't grow anymore, so it's above tree line, you start getting really deliberate in the steps that you take.

It was funny because ... That was a very challenging hike actually. I liked it a lot. It was funny because, I started feeling like that this morning when I just put this mask on. If I run down to the street light, that's just a street light and back, that's two miles. Almost on the dot...

 It's funny it took me an extra five, ten minutes than it normally would because I was just sucking wind. I even had it on the lowest setting. I was like, "Good grief." I forgot my high altitude lungs are just gone.

Anyway. Anyway. Hey, I've been listening to and re-listening to all of the old funnel hacking live speeches. All of them. It's been a lot of fun. I'm almost done with the 2016 replays. I'll go back to the 2015 replays soon, then I'll go to 2017. I don't really know why I started in that order but I did. It's been a lot of fun to go back through and do that. It's fascinating to remember, "Oh yeah, remember when I had that aha, that was at this event here.

Or I remember this personal development growth piece, this happened here or there or whatever." What's interesting is to go back and listen to all the things and I'm like, "How come I never heard them say that the first time?" Right? I think it's the reason why, I mean, my two year old and my four year old I still have to say the same things to them over and over and over again. "Hey, stop hitting your sister.

Hey, be nice. Hey, be nice. Hey, hey, hey." You know what I mean? It's just human nature we all have to hear things a million times before we actually hear it.

Which I think is kind of fascinating when you think of it like that. That's why I always laugh when someone's like, "I already read the book Expert Secrets." I'm like, "That is one of the most core marketing books that is in existence today. You've only read it once?" Right?

I just re-read 108 Split Tests. I did. Okay? Why? Because there's all these things that you continue to get from it over and over and over again. Right? When they are the classics, when they're the things that change the way a market behaves, why would you not study them like crazy? Right?

I listen to an awesome course. It's by Perry Belcher. If you can't handle swearing don't listen to it. It's by Perry Belcher and it's ... Oh my gosh. Is it the Secret Selling System? I think that's what it is. That course is freaking amazing. It's like 18 hours but that is fantastic.

I'm going to go back and re-listen to that here shortly I think 'cause man that was incredible.

Anyway. I keep going back to the greats. I keep going back ... What's funny is that there's so much new material around me at all times that I have not even begun to dive into because I feel like I've not mastered some of the simple things that are right in front of me. Do you know what I mean?

I only like to learn things for a purpose. Even all the DISC tests and all the 16 personalities tests, all that stuff, that even says so in there. Right? I only like to listen and learn and study from things that I will use right now. I am not a good general learner, which has turned out to be a big blessing because I don't get distracted by all this other garbage that frankly it doesn't matter that I'm on or not. Right?

Anyway. One of the things I was picking up today and I was kind of refreshing my mind on was a book that I read in college. It's funny when you read things the first time and when you're brand new ... Not brand new. When you're not as experienced in an industry and you start reading the books from that industry, it's funny how the first few books or courses you take is just like mind blowing. You're like, "Oh my gosh. Oh my gosh that's so crazy. What?

You automate your emails out and to think all the soap opera series?" Right, that's like the most basic thing on the planet. Right? Especially for our world and what we do right?

So, what I think is interesting about this is I went through and I picked up this book that I read in college and at the time I was like, "It was really good. I really enjoyed the first half of it."

It's a book called Visionary Business by Mark Allen. I'll be honest. The first half of the book I got some good things from it. The second half got a little weird. It was talking about how the business has a soul and stuff like that. I was like, "Ah, I don't know about that." That business has a value ladder. That business has a really cool offer. Right? A sexy offer. Some false beliefs. I don't think it has a soul.

Anyway. I don't know, maybe I'm just not open minded enough or something like that. I don't know. It's fascinating though, 'cause one of the realizations I had, and this is where I'm trying to take this episode just so you know, one of the realizations that I had as I ... It was probably about three or four years ago, was that I was studying areas of business that did not apply to where I was at the time. Okay? I know I've talked about this before as well, right? Just in time learning, stuff like that. I believe it's good in phases. You know what I mean?

Every once in a while you got to just drink deeply and I can tell. I can tell. I'm not exactly sure when but I can tell that sometime soon I'm going to go through a really, really, really deep learning phase and it's going to be me primarily focusing on the seven to eight figure area. I think that my webinar's going to hit a million bucks probably summer to the latter part of the year. Somewhere in there. I think that's when I'll hit it.

Then, primarily where I've been focusing is the zero to one figure area, right? 'Cause that's where my personal thing is on right now. While I've made a million bucks for a lot of other people many times, this one of my own, that's what I've been focusing on obviously. What I realized though is three, four years ago I was studying these areas of business that I was not in. It was just general learning and therefore I was a distraction and I was literally getting nowhere.

It's fascinating 'cause I picked this book up again this morning, Visionary Business, and I start looking through the book and I start reading through it again. I was looking at just ... My habit is that if something's really, really amazing I will fold the bottom corner of the page so next time I pick the book back up again I'll look at the key points.

If you look at all my books that's one of the reasons it takes me so long to read them, but the reason why is because I can come back later and I just look at all the corners of the pages that are folded up on the bottom and I can read just that part again. I'm like, "Oh yeah, that was like the core thing of this part. Oh yeah, that was like the core idea of this one." Right? I can pick back up really quickly and refresh what I need to. It works well.

Anyways. I was doing that and I picked up Visionary Business and I started looking through and I was looking through all the little turned up corners on the bottom page and it was fascinating because there's some really interesting ... I liked some of the key parts that it teaches about management. I don't know why the heck I was studying management when I had no one to manage. Right?

You know, I saw it, just barely launched the hiring funnel. Thank you to those of you guys who are applying. I appreciate that a lot actually. Those of you guys who want to work with me, that really means a lot. If you did not hear that episode it's like two episodes before this one it's called My Hiring Funnel. You can back up and just listen to those.

Anyway. Awesome stuff...

I was looking this up again and there's these two different styles of management that it goes through. This is what it says. Okay? It was on page 68. It says, "There are two styles of management. Management by crisis, and management by goals. Those caught in the management by crisis trap are always working in the business and never have time to work on the business. Their vision of the future is lost."

I think that's fascinating. It's very much a ... You know, we should all react to crisis obviously well and try and move on but I totally understand, I totally get that. Right? Management by crisis, management by crisis. Right? Oh my gosh. We're going to have this bad thing happen and this bad thing happen and this bad thing will happen. You almost bring to fruition your fears, rather than focusing on what the goals are and that's what you bring to fruition. Right?

That's what you should actually bring to the present now and actually make happen...

I thought that was kind of interesting. The only reason I'm bringing this up is because I'm hiring people now. Right? I have actual employees. Number one, I'm an actual employee of my own business. That's how we structured it. Pretty soon my wife probably will be also and things like that, and that's great. But I have an actual employee now. You know? Now I look at this and I'm like, "Management by crisis. Huh." I've had a ton of VA's, right?

But this is my first real employee. W2 employee. Actual employee, right? I'm excited. It's going to be so fun, right? He's not starting for a little bit here but I'm super excited to have him. You guys will all know who he is. I'll introduce him. He's the man. I wouldn't have hired him otherwise obviously. We actually have quite the history together, which is kind of cool.

It's funny that that's how that's turning out. We're getting back together, getting the band back together man it's going to be awesome...

Anyway. It's going to be a lot of fun. What I'm doing though is I'm looking through and I'm thinking management by crisis. That's fascinating. How do I avoid a management by crisis scenario and instead, how do I manage by vision, by goals, right? Obviously there's times for both. But how do I primarily stay in the management by goals area?

Anyway. I thought that was kind of interesting. I can't remember, I was at a fad event or I don't know, I was coaching someone I can't remember who it was but they were asking, "How do I find good people? How do I find good people?" I know I talked about this a little bit in the hiring episode but this is the phase I'm in so I'm just kind of documenting my stuff as I'm going through here, right?

Anyway. It was fascinating 'cause I was watching Russell and I was listening to Russell and he said, "Hey, I always hire from within."

That's what he said that time when ... I mean, he sent out a whole bunch of emails. I've watched him do a lot of things like that where he hires from within. He hires from within the culture, which is why it's important to build it. Right? Expert Secrets talks about that. You build the culture. As you're building the culture you're actually having these true believers come out of the woodwork. Right? Me. Right? It's safe to say that I'm a click funnels fanatic.

People know that and he knows that and everyone knows that and that's fine and they should. It's great. But his ability to create culture is what allowed him to hire from within and that's what I'm trying to say is start thinking through hey what's your management style and things like that, but so much of it will already be dictated by how your culture has been set. Right?

Russell had to spend zero time indoctrinating me. When he hired me. He had to spend zero time teaching me click funnels. Zero time. You know what I mean? It's because I was so into it already. That's all I've been doing is looking for the individuals who are so into what I do. Right? I always say, you guys are going to get like 10% of the people who follow you to just be like the fanatics. The people that are crazy, right?

I'm sure I'll throw some kind of event. I'm sure I'll throw some kind of my own inner circle summit or some kind of coaching. Something in the future of my own, right? It'll be 10% of you that are really, really, really Steve Larson fanatics and would love to come hang out, and would love to learn the next piece, and would love to ... That's exactly what happened at the last Mastermind that we through, right? That's exactly it. You have to understand that's the natural progression but I did not worry about that or focus on it until now. Right?

Meaning I've been building the culture. I've been building all that stuff but I'm not studying management til I need it. Right?

Then again, I'm not even really studying it because they're already indoctrinated into what my vision is. Right? I want to change the world. I don't exactly know how yet but I know I do. Right? It took me a long time to have the cojones to say that kind of thing. I always thought that was kind of weird, like, "Oh yeah I want to change the world ha ha ha. Oh ha ha." Right?

I don't know why I was always timid about saying that kind of thing but not anymore. Right? I'm trying to find other individuals who are also like that. It's been kind of fun because I know those of you guys that have been applying to work with me, whether as a funnel builder, an assistant, a support person, a high ticket salesman, you understand where I'm trying to drive the ship.

That's the benefit of doing it that way, which is kind of fun. It's really fun actually. Anyways. That's all I really want to say in this episode. Start building culture because when it comes time to actually hire, you've got to be able to have that culture that's already there so that you can hire from people who are already indoctrinated. Anyway. There's another cool quote, I was looking at another one of the turned pages in this book Visionary Business.

Again, I really like the first half of this book. The second half for me got a little woo woo. I don't mind woo woo but in a business? There's nothing innately spiritual in my business itself. My logo is not speaking to me, you know? I'm the one driving it. You know what I mean? If anything it's the woo woo in me. Anyway. We can go on a whole other topic there. I'm going to pack up.

This last half of the book was a little bit weird for me but it was on page 92 about halfway down, it says, "Hire people who are passionate about their jobs and who have the suitable personality for the job.

Hire a technician for a technician's job and a manager for a manager's job." I think that's so true. Gosh, that's so true. Understand what you are innately geared to do and it's one of the reasons why I have people take the DISC test. It's one of the reasons why I have people take that 16 personalities test, why I have them film a video. If you can't film a video and put it on YouTube and give me the link, you are already not suited to work with my stuff. You know what I mean?

That makes sense. I know you all know to do that but that's the reason why I do that.

Anyway. It's been kind of fun to go through that and start looking at these different management styles, make sure I'm not managing by crisis. Make sure I'm managing through goals. It's like, "Hey, let's go here. Let's drive there." I'm trying to do it in a way where I'm not babysitting. Right? Not that I need to. Not that I'm going to have to with this guy. He's the man. I know I'm not going to have to. Right? He's the man. But you know when you were growing up, I'm sure we all did this to a degree. We're all growing up, mom and dad give you a task right? Or whoever. Your guardian, whatever it was. Whenever you were younger somebody gave you a task. It could be a teacher, right? You were given a task.

The moment that individual walked away you had such a less fire in the gut to get that activity done. Right? Same thing when I was in the army you guys, which by the way I'm finally finishing up the paperwork. I'll be out of the army here very shortly, which is very, very exciting actually.

But anyway. In the army, right? A commander or a first sergeant or someone of authority would come up and give some kind of task and everyone would be like, "Roger. Oh yeah, I'll get it done." As soon as they leave sometimes it'd be like, "Oh, okay we have like three hours to do that thing.

We really need like 30 minutes. Okay, well we're all just going to hangout for a little while and [inaudible 00:16:14]." Right? Then that person comes back and everyone acts busy again. Right? That's not the management style or scenario or culture that you want inside your business. Right?

What's so awesome is the people that I'm hiring, especially this guy, I'm so excited for him to come in because I already know that his culture and my culture together match and mix and we do well. I am not babysitting. I am not managing by crisis. I am not managing as a babysitter. Right? I'm setting the goals, I'm saying, "Let's do this. Let's do this over here. Let's take that mountain. Let's do it." I don't have to be in the room for those things to be done.

I'm so thankful for that because I can quote so many jobs and I'm sure you can as well, where that was the culture. Where as soon as the individual left, right? As soon as the individual left nothing happened. Nothing happened. That was management by force. Right? Management by crisis.

Terrible management style to be a part of that. Anyway. Those are the things kind of going through my head with this and hopefully that's helpful somehow. Understand, again, I didn't worry about any of this stuff until I needed it. I don't know if worry is the right word either but I'm not concerning myself with it until I need it. I really don't need it that hard anyway because the people that I'm hiring and bringing on are already indoctrinated. I think it almost negates some of the things that are in this book is also kind of what I'm saying.

You don't have to do all those pieces so deeply. Right? That a lot of these other management books will talk when you have a strong culture in the business and when you hire from within. That's the main key. That's all I'm trying to say in this.

It's kind of a long winded way to say it but anyways guys. Hopefully that's helpful. Thanks so much for being a listener and we are well past 100,000 downloads now. I just have not had time to actually go and create the new intro music, which I'm very excited to do.

There's something special with it that I'm trying to put in it so anyway, it will be done hopefully shortly. Alright guys, talk to you later. Bye.

Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best interest sales funnels for free? Go to salesfunnelbroker.com/freefunnels to download your prebuilt sales funnel today.

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Take stories about you and craft them to the market you're selling to...

Hey, what's going on everyone? It's Steve Larsen. You're listening to the Sales Funnel Radio.

Welcome to Sales Funnel Radio where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. Now, here's your host, Steve Larsen.

Hey, guys. What's up? Hey, I am going to a lot of events right now. I have an event every other week for the next almost two or three months. That's a lot of travel that's coming up. Some of them, I'm going just to go, and some of them, I'm going because I'm funnel hacking actually. What I'm trying to do, I was talking to Russell about this, with him in his office the other day, and I was like, "Yeah. You know what's funny is I've spoken a lot in smaller groups. I've spoken several times in bigger groups."

A lot of people don't know I was actually a singer in high school and in college a lot. I sang in bands. I sang in choirs. I was in musicals. So I mean, the most I ever sang in front of is probably 40,000 people. That was fun. I've done that a couple times actually. I actually really enjoy that part of it. Anyway.

What I was telling him is that I haven't really done a lot of speaking in front of more than a couple thousand. Right? So what I'm doing is I've done a lot of speaking in front of a smaller audience, and I'm learning how to control the room. You know what I mean? It's been a lot of fun to go through and do that. I've had a ton of fun with it. Okay? I'm learning to control the room. I'm learning how to make everyone sway the way I want them to. It's been a lot of fun.

What I want to do is I want to go, and I want to watch big guys, right, the Russell Brunson's of the world, right, the Grant Cardone's. I want to watch them and how they interact with a room. I want to watch how they interact. I'm really pumped about it.

So I've been going around to these different events and watching. It's fascinating to watch the different experiences, I guess, experience the different ways that they interact with the room. Big guys in front of big rooms. It's been a lot of fun. I've actually really, really enjoyed it, and gained a lot of things from it.

So I'm sitting here, and I'm speaking next week in front of 2,500 people. I'm super pumped, you guys. Oh my gosh, it's so cool. It's an event down in Dallas called the Happiness Convention. Anyway. So I'm putting my slides together right now. What's been fascinating is to go and put these slides together in a way that with all the different lessons that are happening right now. You know? It's been a lot of fun. I've really, really enjoyed, and I know I keep saying that, but I really do, guys. I enjoy what I do. It's so fun.

I can't remember who I was talking to the other day, and they're like, "Oh, that sucks, man. You had to work on a Saturday. That sucks so bad." I was like, "Actually, I am completely addicted to what I do. I'm completely both feet in. I really don't have any other hobbies. This is my hobby. I like to get better at it, and better and better and better."

So anyways. I am sitting here, and I am creating my slides, and I'm putting together the slides. I'm supposed to get them over to him today. I don't know if I'm going to be able to do that, but it's nice they gave me a full hour. What they're doing is they're letting me, I'm not selling, but I'm allowed to pre-frame my webinar, the stuff that my webinar sells. I'm allowed to go pre-frame that, and pull people from the audience over to that, and get them ready to buy that. So it's kind of fun.

So I'm still breaking and rebuilding belief patterns the exact same way I would on the webinar. So what I've done is I've gone, and I've literally just cloned by slides for my webinar. I'm just adapting them to the room, removing certain elements from it, changing and adapting to the room, the audience that's going to be there. That's always been the hardest part is what I've noticed.

It's funny, because there was a time I was speaking in Vegas. I sat down in the back of the room, and I had this stark realization that, oh my gosh, what I had just created is not for the right audience. So I pulled my laptop up, and I'm changing the lingo, same lessons, but the words had to change. You know what I mean? I was not using the correct vernacular. I was not using the correct isms from the people inside the room. I went through and I created. Luckily, I was able to really, really quickly go through and change what I was speaking about. Right? What was cool about it is that I gave the speech. It was awesome. It was a ton of fun.

Then about six months later, no, it was about maybe nine months later, this guy walks up to me, and he goes, "Hey, man. I was there in the room when you gave that speech. I want you to know I made $100,000 from that speech that you made." He was like, "Thank you so much. I went out and I did the exact same thing that you were telling us to do. He was like, "I made a hundred grand." I was like, "What? Whoa." I don't know if that would have happened had I not addressed the correct individual in the room. Right?

So that's been the hardest part preparing for this speech that I got to give coming up shortly to 2,500 people.

I still need to break and rebuild the same belief patterns that I know are in there, but I've got to make sure that it's using the correct vernacular, using the correct stories. I got to use some of their isms. It's hard to always know what those are without actually observing the crowd.

So it's funny, because I was telling Russell this story when that happened a while ago, and I said, "Yeah, man. I realized that it was not the right thing." He's like, "Yeah. I've totally done that." He's like, "What I like to do is go sit in the room, and watch the audience for a little while." He's like, "I'm watching the speaker, but what I'm really doing is I'm watching the audience to figure out what," I don't know if he'll remember he said this to me, but he was like, "I like to sit and figure out if my message will resonate with this crowd correctly, and I see what they're resonating with." He's like, "Then I go back to my hotel room. Then I go and I start writing. Then I go figure out the slides and stuff like that."

It's so funny, because to so many people that is straight up ludicrous. "What? You finish your slides right before the actual presentation is needed?" Like, "Yeah." That's the reason why. Right? It's this ability, this speed, to be able to get things and produce things out there in a way that resonates with the crowd, but you can't do that unless you're okay with feeling a little bit of ambiguity of not knowing until you get there. Right? Anyway.

I got to talk to him, and see, "Okay. Let me get you this rough draft of slides, but please let me get you an updated one after I get to the event." That's what I want to do. That's what I'm trying to do is, hopefully, is get these things done in a way that will allow me to adapt to the room.

It's always funny, you guys. You'll start to experience this if you haven't already. Guys, Sales Funnel Radio listeners are rock stars. I know that. I know that about you guys. I know that. I appreciate you listening. I'm trying to give you the best sales funnel stuff. I got some really cool series and episodes coming up here shortly, and going to do a big ole round of interviews again with some experts of their industries. Anyway. There's a lot of cool things coming up here.

I know that you guys have probably experienced that before. It's easy to see if the crowd is with you or not. Right? It's easy to see it. You feel it. It's the same thing with podcasting or publishing, whatever it is that you're doing.

Any kind of communication piece, you begin to see and feel and know if the crowd is with you. In a very long roundabout way, that's all I'm trying to say in this episode is that when you are building your funnel, okay, make sure you are using a message that you know, not think, resonates with the people that are actually coming into your funnel, the same way that I would if I'm in front of them on stage, the same way you would if you were in front of them on stage. Right? You're trying to put this together in a way that, obviously, resonates in a really, really powerful way.

I just had this really cool meeting with a guy who will actually be a guest on the show shortly here. So that's as much detail as you guys are going to get with him right now.

He was like, "Hey, Stephen. I was looking through all your videos." He's like, "Your ability to invoke an emotion out of a video is amazing." I said, "Hey, thank you very much. I've been practicing it a long time." I said, "That means a lot." He goes, "Seriously though."

It meant a lot what he was saying, and that's part of the reason why I keep telling everyone to just go freaking publish frequently. You're going to suck at it at first. Right? You're going to be bad. You'll be real bad. As you go, what you are really practicing when you're finding your voice is your ability, part of it is your ability to invoke emotion from those who are listening to you.

Okay. That's what you're trying to go for, because if you can invoke emotion, you are at the foundation level of where you can start to break and rebuild belief patterns. Right? If I can invoke emotion from you, the listener, it means that I can start telling stories that will shape the way that you see the world or the industry that I'm trying to help you see differently. Does that make sense. Big ole nugget right there, big ole aha.

That's why you publish so frequently. It's to find the voice, but really what we mean by that is your ability to invoke emotion. How can you do it in a way that is natural sounding and comfortable to you, right, to your personality? I know sometimes I'm a goofball. I'm a kid at heart. Some of you guys aren't. That's fine. All right. It's whatever it is that you are. So when you out speaking on stage, you're building the funnel, you're going out and you're writing copy, whatever it is, any communication piece, make sure it is resonating with the individual.

Some of you guys might say, "Stephen, duh. I get that. Why wouldn't we do that in the first place?" What's funny is that when we write copy, a lot of times, we'll do it from the standpoint of what we think is cool. That's the wrong way to do it. Right? What you're doing is you are writing copy, you're telling stories as the other person would tell them. Okay?

You're doing it as the other person wants to hear it, not how you think it sounds good or cool or professional or awesome. You've got to take yourself out of the copywriting experience, meaning you're not the one that you're writing the copy for. You're not the one that you're telling the story for. It does not matter what you think is good or bad. It is completely up to what the market tells you is good or bad, and because of that, you have to know them.

I was coaching an individual, actually it was last week, just this last Friday actually. I was coaching somebody, and I was going through, and I was asking this person, "Hey, what market are you stemming from?"

Meaning what's your sub market? They were like, "Oh, I don't know." I was like, "Then literally everything I say will be a straight guess." Then they're like, "What do you mean though? Just give me your opinion. Do you like this or not?" I said, "It doesn't matter what I think. I'm not the one filling your pockets, so screw my ideas. Right? Doesn't matter." I was like, "I'm trying to teach you a formula to extract it from the market.

The market is what will tell you what is good or bad. Same thing with your storytelling. Same thing with your ability to adapt. You've got to use the vernacular of your market, not what you think is awesome." I've pounded that point several times with you guys. I'm just trying to make that whole idea.

She's like, "Hey, is this good? Is this bad?" I was like, "It truly," and I could tell it was frustrating a little bit for this person, but I was trying to make a point. Until you know what sub market you're selling to, not industry, sub market, your stories, don't even start writing them. Right? Don't even start writing your stories. Don't even start putting your copy. It does not matter until you know exactly what sub market you are selling to. Right?

It's the same thing. Until I know the person, the type of people, right, the conglomerate, top average individual that's going to be in that room when I start talking to them, some of this stuff, I'm not going to know. I've got to get ground level, got to get right down to the nitty gritty. Right?

I got to get down to the nitty gritty of understanding these people and who they are and their passions, their emotions, their fears, their desires, their stories, the stories they're most used to hearing, the stories that I can tell that they will resonate with most, and that will let me invoke emotion powerfully. Anyway.

I hope that made sense. That's the power of this. It's starting storytelling. Yes, just get good at doing it in general, but eventually you got to be able to adapt it to the individual with the correct vernacular, correct examples that they are used to hearing so that you are going to where they are, and bridging a gap from where they stand rather than from where you stand. It does not matter what you think. Anyway.

That was a big massive ramble. Hopefully that was helpful to you guys. Anyway. I got to get these slides done here, and send it over to this guy. I'm excited to do it, super honoring. Funnel Hacking Live is coming up. I got a bit of a present for you guys coming up here as well for those of you guys who will be in it. So continue to listen, probably the next episode, I will tell you what it is. I just barely got them to my house. I'm not going to tell you what they are. Talk to you guys later. Bye.

Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnels for free? Go to salesfunnelbroker.com/freefunnels to download your prebuilt sales funnel today.

Advertising Inquiries: https://redcircle.com/brands

I'm tripling how often I deliver my webinar. BUT, sometimes I can't be there to do it live, so...

Hey, what's going on everyone. This is Steve Larsen, and you're listening to Sales Funnel Radio.

Welcome to Sales Funnel Radio where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. And now, here's your host, Steve Larsen.

So I was just outside. We've been shipping just a whole bunch of stuff into the house, stuff for our garage, stuff for ... just lots of different stuff. And a lot of the stuff has come on big pallets and things like that. We've been shipping a lot of cool stuff in here. It's been fun. But funny enough, we've just had this stack of boxes and pallets and all this stuff all over the place and so we've been wondering what to do with it.

There's no one who comes out and says, "Hey, you've got a whole bunch of pallets you've got to get rid of?" You know what I mean? So it's funny, for Valentine's Day, my wife got me an ax, which is kind of fun, actually.

So I've been outside for the last three hours just bashing apart and burning these pallets, and it's been a whole lot of fun. It's totally manly. Hey, this last week has been kind of interesting with my webinar.

A lot of sales at first, kind of trickled down, and then it really slowed down quite a bit, and I know ... I figured out why. I think I figured out why. I think it's because ... So here's the numbers, right. I still have a 56 percent opt in rate on my first page. 56 percent. It's awesome. It's really, really ... I mean super, super cool. I'll get 150 to 200 people registering from my webinar each week. But there's only like a 7 to 10 percent show up rate.

Of the people who show up, I still end up usually closing anywhere from 10 to 20 percent, which is an awesome close rate for a webinar. But the actual show up rate is so low that the last little bit here hasn't been that many sales. I'm like, okay, what's the problem? And I know there's probably some guru or whatever's out there who's like, "Why would you ever share these numbers? Don't make yourself look bad." What I'm trying to help you understand and to know and show and see, is that my reaction to what the market is telling me is what is key right here.

And so I was ... I'm not going to lie, I was super frustrated, like, what the heck's going on? C'mon. I know the product's freaking awesome.

There's no one else selling anything that's like this. I know it's incredible. I've had amazing success stories with it. People are doing amazing things with it. Like, ah. It's been so cool. So I'm like, okay. But that just goes to show what I keep saying to all these people too. Stop focusing and freaking out so much about the product. Start focusing and be obsessive over the sales message and the product will take care of itself.

You go and you make something awesome. And it should still be awesome, but you know what I mean? Focus on that second...

Anyway, so I was boxing Russell, and I was like, "Dude, I don't know what the heck's going on. It's nerve-wracking doing one webinar per week, and ... " Follow me on this okay? There's something very specific I want to tell you guys on this webinar because I'm very excited you guys. I think I hacked out the way cook funnels works a little bit. It's so cool.

So anyway, I was boxing Russell and I was like, dude, what's going on. What do you think's happening? What do you ... " And he was making fun of me because I'm still putting a dollar in on ads and I'll get like $4 back out. And he was like, "I'm Stephen. I only 4Xed my money." And I was like okay, "Okay, I get it." And it's still that kind of thing. But it's like the numbers are tiny. I was like, "How do I scale this thing up so that my show up rate's higher?"

And he was like, "Yeah, my show up rate ..." He usually gets a 25% show up rate. And I was like, "I'm floating around anywhere from 7% down to ... up to 15%. It's still kind of low. You know?" So that's the number I'm working on. And so, all these little things that I've been doing to my webinar to get it to increase.
Anyways, I was telling him about it.

And I go, "Dude, I can't handle ... It's my sole income. You know what I mean?" I'm putting my money where my mouth is and this is my sole income. And we're doing totally fine, by the way. It made more money last month than I've had in my bank account ever. We're doing great but still, the consistency of it is part of the sexiness of it. You know what I mean? And so, I was like, "What's wrong? How can I react to what the market is telling me?"

So I was telling him all this and was like, "Once per week is rough because I'm eating what I kill. You know?" And he goes, "Well, what if you just do it twice a week?" I was like, "Huh." Why have I never thought about that? So I was like, "Okay.' So I ... A few nights later, I was like, "Okay, I got to think through this model." How do I from a technical standpoint run this thing in a way so that when group one is going through my replay sequence, they're not also seeing the Facebook ads that I'm running for group two that week. Right?

And so, I was sitting there and I don't know what it is about Dubstep guys but I was putting my headphones on and it always gets me in the creative zone just a little bit. I don't know. But maybe that weird but whatever. Different kinds of music do affect me differently and my creative zen, you know what I mean? So I was sitting there and actually I put my headphones on and I started just pacing around my office here. And this is how I solve problems. I don't know if anyone knows ... I've never really told you guys this.

That is how I solve problems. And I solved ... What I will do, and one of the commonalities of people I see who don't solve problems in their life is they see that there's a problem and then rather than accept the fact that there's a problem and they don't know the answer, they just act like it's not there and move on and ... Or they'll say, "I can't move on because it's here." And they don't look to themselves and their own noggin to try and figure it out.

I was listening to this really cool interview ... it wasn't an interview, it was a speech. I don't know who it was. It was some guy on the internet speaking in front of a ton of people. And he said some things that were really profound and he was going through some interesting numbers that they were finding. And what they figured out was that successful people will solve 80% of the problems the first time that they hear them. I think I was saying that right. Meaning they solve literally almost every single problem. They make a decision. Solve isn't the right word. They make a decision. There we go. That's what it was.

They make a decision 80% of the time. Right? So something comes to them and they're like, "Hey I've got this thing. Go make a choice on it, Steven. Go make a choice." 80% of the time, they make a decision right then. And that's what he was teaching. He was trying to show, look, successful people don't take forever to make a decision. They just make a decision and they move forward. And they just get crap done and they know ... They make the decision as best they can with the information they have right there with the understanding that it could be wrong.

But they're so good at making decisions on a fast basis that their chances of actually being successful are so much higher and it's one of the reasons they are successful is because they make decisions very, very quickly.

And so, I had that in my mind and I was walking around. And I love getting into the zone, guys. It is one of my favorite things to do ever. I was going to go to sleep. It was late at night but for whatever reason ... It was late at night and I was in the zen state and the creativity ... I don't really control when those moments happen. I just follow them when they do. And so I stayed up. I had the music on.

I was pacing around and I had this ... that kind of lesson in my head of hey look, I've got to make decisions 80% of the time the very first time I have to make ... that I need to be making it. I hope that makes sense what I'm saying with that.
But when you have a decision to make, 80% of the time you should make a decision the very first time you hear about and you make it on the spot. And so anyways, I was pacing around and I was like, "Okay, this is ... gosh, how do I solve this? How do I solve this?" And what I do mentally, guys, is I try and look for, I think of them as threads. And I start looking around, I closed my eyes. And I usually start pacing around in my office kind of fast.

And it gets a little bit detrimental sometimes with my eyes closed but I do. And I'll have music going and it's loud and I'm trying to find a thread. That's how I think of it. I'm looking for a thread. And I think of it like there's all these threads, these possible solutions to the thing I'm looking for. I don't really know what it is. And I don't really know that it's going to be the solution yet.

But what I do is I start thinking through in my head ... I don't know if this is weird but this is how I think about it. This is what I do. And what I do those is I start thinking through all these threads and I grab a thread that's there that exists and I start following it. That's how I think of it. I think of it as I'm going hand over hand following this thread. And I don't know what's on the other end of it. I love those states because what always ends up happening is the first thing I have to do is I have to draw the end of the thread.

And so, that's what I did is I came over and I was like, I think I know how to solve this problem. I think I know how to solve this problem. I don't know how it's totally done yet but I know enough that I could start drawing. And so, I go to my whiteboard. And that's always the next step that I always go through. I go to my whiteboard and I start drawing the end of the thread, whatever it is that I believe will lead to the solution.

And it was a very interesting thing that happened. And I started drawing it. I started drawing it and I put the marker back down and I kind of paced around for a little while and I was like, okay, but what's the next step after that? What is it? What is it? And I started walking around and usually I'm pacing kind of quick.

And funny enough, it wasn't the right solution but another one took its place and I followed that one and that's how I solved it...

Here's what I was trying to figure out. And I hope that makes sense what I'm saying is like, I've seen that most entrepreneurs out there do this. Certainly, Russell does. Certainly most of the ultra-successful people that I've seen or been around or gotten to work with or just gleaned info from, most of them, they don't always know what the outcome's going to be, they just know that the beginning's real good and if they can sprint at it hard enough, make as many decisions on a fast basis as they can, usually it'll be shown to them the kind of thing they need to be doing.

So here's what I was figuring out though. So Russell's like, "Hey, do two webinars a week." And I was like, "Well, what's better than two webinars a week? Three webinars a week." And I was like, Cool." So, I am doing starting this Tuesday, I'm doing my webinar live three times a week. Okay? It's very aggressive but there's a lot of reasons why I'm doing it that way.

So I'm doing it literally Tuesday, Thursday, Saturday. And what I've done is I figured out a model because usually the model that we teach at Click Funnels, that I teach Two Coaching and Secrets of Master Guide, even in Expert Secrets and all the different trainings. The webinars are in this one per week model where Monday through Thursday you're promoting, Thursday do the webinar, and Friday through Sunday you do your replay sequence.

I was like, okay, but how do I squish into this thing three webinars a week without overlapping. And so what I did was I figured out how to do it. And I figured out this model. Which is super cool because it still feels like an isolated event to the people who in the middle of it. They don't know that there are these other webinars that are going on also. And what's cool about that is it lets me perfect the message at a faster pace, right? Brandon and Katelyn Pullman, I think they did their webinar thirty some times before they actually automated it.

Russell did his 60 or 70 before he automated it, right?

I'm trying to get to that number. I'm trying to get to those volumes of having done it so I know the script so well, so well. And I know what the issues are. I know that the good, the bad, the ugly. I know what's converting well. I know the stories that work well.

I know the stories that are not good to tell. You know what I mean? I'm trying to figure out what that is but I'm trying to run at it because I feel like you can't skirt that process. You know what I mean? There's shortcuts. There certainly are shortcuts. There really are secrets. There really are hacks. But some stuff you just can't shortcut.

And so rather than me trying to shortcut it and go straight to an automated webinar, I'm actually trying to just marry the process. I'm looking at it like a sport, okay? This is mat time. This is gym time. This is me just spending time in my craft. And so, that's what I've been doing. And I just figured out, I'm about to build it right now. I just figured out how to do the entire thing. And I was checking with my amazing ads lady and she's fantastic and she's like, "Yeah, that could totally work."

And so, I will probably do some kind of training on it in the future here because it's super powerful. So as I was looking at it, it was like three times a week. I am zapped from a single webinar. The way I do them with such high energy. If you want to check it out guys I would love to have you one it.

It's secretmlmhacks.com if you guys want to. But it's been really, really cool. And I convert really well on the webinar. And I get an amazing opt in rate. The one thing I'm tweaking right now, and I know exactly what I'm going to do. And I'll tell you guys about it in the future which probably means next week. Because I think I figured out how to solve my problem, my show up rate problem. And I got some just awesome stuff down that's coming. Oh my gosh. It's cutting edge. There's only two other people on earth that have what I'm about to go put out and I'm really excited about it.

Anyway, it's super cutting edge but I'll tell you guys about it in the future. How's that for salting the oats, right? Anyway, so what I did though was I figured out how to do this and run this thing in a way. And I was like, three webinars in a week, we got Funnel Hacking Live coming up. I'm speaking at an event. There's 2,500 people at it. I'm super excited about it. I just got asked. It's going to be so cool. It's the beginning of March. I'm going to go to Grant Cardone's 10X event.
Anyway, so there's life.

What do I do when I can't do one of these webinars? Three a week? That's a lot...

So what I did was I figured out that in those scenarios where I physically cannot do the webinar, I will automate it. And I will deliver an automated version of the webinar. And so what I've been doing and going through and figuring out is how in a single click to turn my entire funnel from a live webinar funnel into an automated funnel.

So for that one time ... So Tuesday, Thursday, Saturday, right? Let's say Thursday, I'm at an event and I can't do it. Well, for that group, that scenario, I will run an automated webinar with a single click and switch the entire funnel from an automated funnel ... from a live one to an automated one. And then in a click, turn it all back.

That's what I figured out that night. Thank you Dubstep and pacing around and following threads in my noggin. That's what I figured out. And at some point, I'll probably do some cool trainings. I want to show you guys this stuff. It's really ninja. I don't think that there's a way you can sidestep having to do it live over and over and over again. I even asked Russell, I was like, "Dude, maybe I should just automate it." And he started laughing and he's like, "I'm not going to let you off the hook that easy dude. You keep doing it live." And I was like, "Gosh dang it. Just let me automate this thing." Oh man.

Anyway, I've been pumped about it and I'm trying to marry the process and keep to what works. You know what I mean? When I was in basic training, I shot really, really well with my M16, a shot expert. I shot so well that it was only me and another guy out of 200 that actually won a phone call home which was awesome. And what I was doing though is I was marrying the process.
And they would teach us ... There's a lot to shooting, by the way.

And I love it. Shooting's tons of fun. And so, there's all these different things they teach us. And one of the things they'd have us do is they'd have us lay down, obviously on the prone, but on concrete. And we'd lay in the prone and hold our M16 and then we'd just start smacking our elbows on the ground. And the reason why is it would toughen the elbows and we could hold steadier for a long time. We'd literally be trying to bruise our elbows.

And we'd take our elbows and we'd just start smacking them on the floor. Sounds kind of crazy but it worked...

So I would be in the barracks when everyone's hanging out and I'd be in the prone smacking my elbows on the ground. I'd be putting canteens on the very end of my barrel, full ones, and try to hold it as steady as possible for 30 minutes. We'd put dimes on the end of the barrel and hold it as steady as possible and do an entire cycle meaning I would charge the weapon, fire it, and try and hold the dime at the very end of the barrel and keep it that steady so it wouldn't fall off during the entire cycle.

And so, my body moves. I charge the weapon ... I put a round it. Nothing in, a blank or whatever, and I'd fire and then try and not have that dime fall off.
And I married the process, guys. There's no short cutting certain things in this business, in this life. And rather than trying to fight it, marry it. And you stay the course and that's what I'm ... And I always talk about that. I do it too. I'm still reminding myself, okay, don't seek a shortcut, Stephen, just seek to be the best in this process.

And so I'm trying to do that. That's, as far as documenting the journey, that's what I'm doing right now...

So anyway, been a ton of fun and that's what I'm doing. So, I am literally right now I'm about to go and build an automated version of the webinar for those scenarios when I can't do it the third time that week. You know what I mean? But I'll flip it right back out. I don't want to ... I'm not ready to automate the thing yet. I don't want to yet. I'm not quite dreaming about the slides yet. When I start dreaming about it, that's when I know that it's really a part of my subconscious but I'm not doing it. It sounds stupid but it's true. Okay?

I've had dreams in the editor. I've built whole funnels in my sleep. And brainstormed headlines, okay? There's a level of obsession that you've got to have with this stuff and so anyways.

All righty. So, that's been it and that's what I'm excited about. And that's what I'm literally about to go do right now. So I'm going to shut this thing off and got ClickFunnels up right here, got my two monitors. And I'm looking at my little map that I drew that night. And sometime, I'll make a cool map out of it and I'll probably do some training on it and toss that out there.

But anyway, it's been a lot of fun. It's been ... I'm just trying to show you guys the process. Like okay, when the funnel does well, and it did well for a while, but there's either ad fatigue going on which I don't think that's what it is at all. There's this or that but as I look at the numbers, the numbers are telling me a story. And the story is you've got to talk ... You've got to increase your show up rate.

So I'm just ... I know what that plan is. I'll tell you guys what it is in a little bit here. I think it's going to work really, really well. I'll tell you about it in a little bit.
But the second thing I'm doing is just increasing the frequency. So just increasing the show up rate, increasing the frequency of me actually doing the webinar. And I think that's the next step so that's where I'm following it. And that's where that thread goes.

Anyway guys, thank so much, appreciate it. And thanks for being a listener. It means a lot. We just barely passed 100,000 downloads with this thing as you guys know and I'm pumped. Thanks guys.

Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best sales funnel for free? Go to salesfunnelbroker.com/freefunnels to download your prebuilt sales funnel today.

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Here's how I 'm using funnels to hire a support person, funnel assistant, personal assistant, and high ticket sales person...

Hey, what's going on everyone? It's Steve Larsen. You're listening to Sales Funnel Radio.

Welcome to Sales Funnel Radio where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. Now, here's your host, Steve Larsen.

Holy crap, so I'll be completely honest with you. I was actually at church three days ago and I was sitting down and this guy just said the word Super Bowl, and all of a sudden it hit me that that day, later that afternoon was the Super Bowl. I was like, "Hey, guys. I'm assuming today is the Super Bowl."

Someone is like, "Yeah." "Oh, okay. I did not know that." They're like, "You didn't know today was the Super Bowl?" I was like, "No. No, I didn't. I did not know today is the Super Bowl." I had a few other friends and stuff they're like making fun of me for it. I don't care. I don't care. Actually, I love the NFL actually. Like, I shouldn't say I love it. I watch one game per year and that is the Super Bowl. I love the Denver Broncos, mostly because I'm from there.

If we ever get a good quarterback again, maybe they'll have a good shot at actually doing something good again...

Guys, I love low-information diets. I'm trying to cultivate one of them. For years ... I don't really read the news. I used to have a subscription to The Wall Street Journal. Yes I stopped that a long time ago. I had another friend that was like, "Hey, did you see on the news X, Y, and Z?" I was like, "No." They're like, "What? Where do you go to get your news?" I was like, "I don't. I don't." They're like, "Huh, if something important is going on how do you know about it?" I was like, "Because I hear people talking about it."

If anything, Facebook will at least give me a skewed idea that something's at least going on. I'll hear it from the filters of a billion people on Facebook. I should go check it out then. Like, "Really?" I was like, "Yeah, it's all about me not taking in too much information. It's all about me trying my hardest to not take in information.

There's so much data that's produced every second now, every little nanosecond. I mean there's so much. There's no way you could ever consume the amount of stuff that's produced in your lifetime. What's nice about that is you get to actually choose what it is you actually take in. The hard part about it is that you actually have to choose what you should take in. You know what I mean? I go through and actually ... I wasn't trying to talk about this at all actually during this episode.
I try and cultivate a low-information diet as much as I can, much like before our workweek talks about. I've noticed in my life, it's a lot more, I can think. There's a lot more calm in my head.

I know there's crazy stuff going on and I'm not trying to be an un-responsible citizen, but I think my best way to contribute to society is to help a whole bunch of people learn how to make a whole bunch of money and help their customers, and I think it's going pretty well so far. You know what I mean? All right, there's my contribution and it's going well.

I really don't read much news. I had no idea the Super Bowl was going on, which by the way, I did want the Patriots to win. I was a little bit sad they didn't. Broncos and Patriots those are my teams, if I can even say that. I can't even name players. I barely even know what the teams are.

I don't even know what all the divisions are inside the NFL. I'm serious, I don't. I don't feel awkward about that. I'm a little jealous of all the people who know how to talk sports. I don't know how to talk sports at all, at all. Why? It's actually slightly on purpose, especially at the beginning it was very much on purpose. Now it's just a habit, but I am trying to stay obsessed with my craft. Obsessed. I mean, freakishly obsessed. You know what I mean? Straight up fanatical, monomaniac over what I do. Why?

You know what's funny? There's a stat I was reading that I heard about. I can't remember what it said, but it said basically if you read like ... If you consume an hour a day of the material inside your industry, just an hour a day or something like that, within a couple of years you'll be one of the top people. That's so awesome. There's so much other noise, there's so many other distractions that other people give in to. All I got to do is I got to start reading, I got to start studying, I got to start reading the greats, understand where they are and I'll be at the top.

It's the same thing with you guys. I know that every one of you on here, you're all rock stars, you're all producers, you're all ... We may not all be A type personalities, but we're all go-getters. We all try and get things done. I'm a little bit more of an introvert in person. Depends on how well I know you.

That's all I'm trying to say though, is I try to keep and cultivate this low-information diet and I try to do things in a way that ... I'm trying to practice more of what Tim Ferriss is talking about, where he said, he'll walk around and he'll just try and figure out the one thing that he could do that would make all these other things he has to do obsolete, which leads me to the topic of this episode.

I know it's five minutes in, but I feel like that was important to say that. Just try and stay obsessed. You know what I mean? Really, try and stay completely obsessed with what you do, and if you can't get obsessed about it, you might not be doing the right thing. That make sense? No one really has to motivate me. I mean yes, I get through slumps. I feel like I just got through a little bit of a slump. Creating the product that I just launched out there was rough. I can say with full confidence that my product freaking rocks. It is worth way more than I charge for it. It is amazing. I absolutely love what I produced. It is so good.

Oh, my gosh, I don't know any other product that's out there that does what this one does in the space that it's in. I'm very, very excited and I feel completely confident about that. I just finished it and well by the time you guys get this I'll finish it because today I'm finishing it.

That was intense. That was hard. Now it's out. It's done. It's just like Seth Godin says guys, "You can be the first or you can be the best." That's the path to cash. Vanilla is the number-one selling ice cream that sells 10 times more than number two. It's chocolate. Right? Number two sells three times more than three. It's not a linear curve. It is an exponential curve. You can either be the first or you can be the best. We try to teach you through Expert Secrets how to be the first. We try to teach you through DotCom Secrets how to be the best.

Funnel hack someone and do what their process is, and then you go improve on it. It's a combination of the two that we're trying to go through and show you guys how to do this stuff.

Anyway, powerful stuff, powerful stuff. Speaking of teams, how's this for a lead in? I am realizing that where I am, the big domino that I'm trying to knock over my life right now is holy crap, I cannot handle the number of messages that come into me anymore on my own. I can't, I already wasn't. If you guys have sent me a message I'm sorry, I probably have not answered it. It's because of the straight up volume of messages. It's not out of me being rude, please don't get offended, but I am doing my best right now.

I'm going to go to try and duplicate areas of my life that I know are duplicated bowl. There's certain things that I do that I will never try to outsource, that I want to control. I'm sure at some point I actually will outsource those things, it's just I haven't figured out the best way for me to outsource them and duplicate those things. Stay tuned, I've got a plan on something really cool coming up.

Oh my gosh, I want to build another funnel so bad. I almost built almost one funnel per day for almost two straight years. I mean that's crazy. I am itching so bad to build a second funnel. I was talking to another buddy of mine yesterday and he was like, "Do not build a second funnel." I was like, "I want to, I want to build another funnel so bad."

He's like, "Don't do it." He's like, "I wish someone else had told me that when I was early on in my entrepreneurial game also." He's like, "Russel was right." I was like, "I know, I know he's right." I was known for my speed with these things and it's helpful. I can take a lot of elements from lots of different funnels that I've built and toss them all into just the one. It makes sense, it's time for pure obsession in just that one thing. I don't know the exact moment where it'll be time to move on but I think I'll know and I've got a plan for it.

Anyway, so yes anyway. What I'm trying to do right now is I'm trying to go out, I'm creating a hiring funnel basically where I'm going out and I was sitting at a mastermind once, actually was the Inner Circle. I was sitting in the Inner Circle and someone was asking the question, "Hey, how do I find someone good?" It was cool because both Russell and also myself, I raised my hand, and Russell was like, he's like, "You got to hire from within."

Meaning hire from within your own community, which is why it's so important that every one of you guys is publishing. When I was going out and I was getting all these odd jobs done for random things I needed built, I had to reindoctrinate them on what my tasks were, what my goals were, what the culture of what I'm trying to build is. You know what I mean? If I hire from within, meaning I hire from within my own audience, my own following and that's where I get my help from, that is 100% the easiest way to do that. You know what I mean?

Anyways, that's what I've been doing. This is, I guess, my shout out for it. It was weird when I did a shout out, when Russell did, to his community to find my replacement. That was weird. That was weird. I'm sure some of you guys saw that, but I was sitting there next to him and he goes, "Dude, it's time." We put off making the video to find another funnel builder for weeks. We kept putting it on the list. We're like yes we'll do it, and then we wouldn't. We'll do it, and then we wouldn't. It was back and forth, back and forth, back and forth.

I think it's because both of us didn't want to actually admit that it was about to happen. I didn't want to leave, he didn't want me to leave, but the circumstances made it necessary and I'm glad I did. Been able to go build my own stuff and put it all together and things like that. Still involved there.

Actually just signed the contract to be a Two Comma Club coach there, which I'm very, very excited about. I already was though, you guys already know that. I guess they just made it official by signing a contract since I'm gone now, you know what I mean? Anyways I already was though. What I'm focusing on right now ... I'm sorry, my thoughts are kind of all over the place. There's a lot of different ideas that I'm trying to lace together here so you can follow what I'm saying. What I'm trying to say is be obsessed, understand that I've never seen anybody ever get to $1 million on their own ever.

I've never seen someone who got a Two Comma Club award ever make it there on their own. They always had at least some VA's, there's always some other people, some other team members, things like that. Maybe not straight up employees, I don't want to have straight up employees. Not for right now anyway.
I want to help you guys understand that you will need other people on this journey. It is not cool to be a solopreneur.

If you've never hired on someone else, if you've never outsourced some jobs or whatever, I dare you to break that mold because you're never actually going to get there on your own. There's literally just way too much to do. It's the reason why every time I record these podcasts it goes off to an assistant, and she turns it into a blog post, and she syndicates it all over the place. If you want to know more about my podcasting strategy listen to episode 60 and 61, and they will tell you about my content engine and super, super powerful.

You got to understand that you can't do it on your own, don't try to do it on your own, but be a monomaniac over the thing that you're trying to be the best at. Obsess over it, read things about it, you'll be better than everyone else within a couple years, even if you just consume a little bit each day. Obviously if you speed that up timeline shrinks like crazy also, which is I am convinced why it happened for me so quick. Self-driven to just study my face off, and I can feel another big learning loop about to happen for me, which I need, it's good.

I'm in a big application phase right now. I'm just applying all the stuff that I've learned. I'm implementing like crazy and all the stuff that I know, all the things that I've done, all the models that I teach and it's working brilliantly. I mean holy crap, we're doing well, which is very fun. It's exciting, we've worked hard for it.

As far as progression moving forward and as far as scaling, the thing that I know that I'm going to need to do next is I've got to get number one and assistant and number two I've got to get a support person. There is way too many questions coming in, I just cannot handle them. What I'm finding myself doing is working in the business rather than on the business and that's a scary place for me to go for many reasons. I am not good in that area.

My personality is not good in that area, I'm not good at support. People ask questions and I can't blame them. "Hey, I've got a question about this, this, this, this." For me I'm a self-solver, 99% of the time. It's not like I don't ask questions, I ask tons of questions to everybody, you guys know that about me. I ask questions to the cashier, I ask questions to dry cleaner, I ask questions to everyone at all times, I'm learning as much as I can as I go and I love that.

There's also this element of self-solving. No one's going to hold your hand to $1 million, you've got to be able to self-solve, you've got to be able to go and figure out problems on your own, answers on your own. I'm not good at support. As personality goes and even all the tests that I've taken, personality tests, DiSC tests, the 16 personalities test, all of them say you're not going to be good at the support role because I get frustrated too fast.

People are like, "Hey, how do I build a funnel." I'm like click. The add funnel button, it's right there, it says it. You know what I mean? I'm not good at that. My personality's not good at that stuff, so I'm trying to find someone who is good at those things. I'm trying to find somebody who's ... It's been fun.

I've been going through and I've been funnel hacking the Click Funnels hiring funnel. It's the very funnel that I went through to apply to get the job there, and I've been building it out. It's been a bunch of fun and whatever positions I need you just click on which one you're interested in and you can send in your application, there's several things that I have you do. I have you take the DiSC test, I have you take the 16 personalities test, I have you create a video telling me why you should have the job, and uploading it. There's a lot of things that I have you do, which is awesome. I mean it's awesome, it's a fun application process honestly.

Anyway, so this is my extremely soft pitch. If any of you guys are interested go to stevejlarsen.com and at the bottom there it's going to say hiring. You click right there. I mean it says hiring there at the bottom for you. Click right there and it'll show you the positions that I'm looking for. Honestly, right now I'm growing slow as far as personnel goes.

I am very slow to expand right now. I'm nervous to ... How should I say this? Things are so much in the testing phase still. Even though the product's done, even though all the pieces are done, even though the things where they need to be going, now that I have the what of what sells down, I'm just making sure I got the how down. I'm tweaking the funnel like crazy. I'm cleaning up the traffic sources. I am keeping the live funnel but I will probably do a split live and replay option as well, which is kind of cool.

I'll tell you guys more about that in a little bit. I kind of made it up. I haven't built it yet but I know how it's going to work and it's pretty, pretty cool. That'll be a whole separate episode, but anyway, so I need help and I already have an awesome traffic driver, I have a buddy of mine who helps me with ... He sets up all the processes in the back end, so I'm good at building funnels, but I'm not really good at building the business, he is. He's building the business and he's building the processes.

You'd come in and you're going to work with him and he'll help you get integrated in a way that the process is all easy, it's simple, it's fast, and scratches everyone's back...

Once that process is set he goes on to the next thing and he builds that piece. Soon I'm going to have to build a fulfillment machine, however that happens, to ship out the stuff that I'm selling because I do have physical products with the webinar that I'm selling as well. It's kind of a different kind of episode, hopefully it's okay, but that's all I'm doing right now is I am so focused on just the product. I want to build something else so bad but I can't, and so what I'm doing in order to keep the creativity juices going because it's not about stopping your creativity as an entrepreneur in the stage, it's not.

When you have the thing done, when you have the thing that you're selling ready and it's done and you're selling it and it's awesome, the next piece to go get creative on is more ways to get people in.

The next thing to go also do is figure out what you can do inside the business to make it easier and start building up those processes, start building up those internal things you need to so remove you, it's the big domino Tim Farriss was talking about, that's what I'm trying to say. I'm looking at the things that remove me from certain areas. Number one, I have got to have an assistant. It's super honoring you guys, I'm getting asked to speak on tons of podcast shows right now, which is awesome.

I'm getting asked to go talk on tons of events, which is awesome. I'm getting asked to have the relationships over here and remember this little detail about this person over there, and it's good, that's awesome, and I want that stuff, those are important things, they've got to be there but I am just not time wise capable of being able to handle that kind of stuff right now.

I've got to have an assistant, even if it's just a little bit, a couple hours a day, literally to help me organize my life so I can stay in my creative zone in the funnel building world. Then number two I've got to find a support person. Again, even if it's just a couple hours a day just to ... From my standpoint that's the stuff that I'm looking at and I'm excited for those processes to get put in place so that it helps me stay in the creative zone.

How easy is it to get ahold of Russell Brunson? It's not, he's got processes, he's got appropriate walls to protect himself. It's kind of a selfish move, but it's not negatively selfish. It's selfish in that it protects him and lets him stay in the creative zone, that's how he can do so much, that's how he can put so much out is he is always producing.

He's never there as the mechanic trying to fix things in the business. That's what the rest of the business is for, the rest of the personnel, the rest of the people there, the employees. They're there working on those processes, they're there taking and removing him from those things so that his only focus is selling stuff. That's what I'm trying to do. It was fascinating to watch that process in person for that amount of time, it's fascinating, and that's what I'm trying to create and do. I've got this funnel that's killing it and I think it'll make a Two Comma Club award.

I don't want to call my shot here, but I think by the beginning of fall I think it will make $1 million because we haven't really even started promoted very hard yet. We're just tweaking, we're figuring out the traffic sources, we're figuring out all the different pieces and it's been great.

Then as soon as that's up and I feel like it's in a good place where it stands on it's own then I'm going to build another funnel that pays for all the costs of my people that I'm hiring. Does that make sense? Rather than say I can't afford it, I'm asking how can I afford it? I'm like well, there's a really easy spot right over here that I could go sell stuff in that I know everyone wants that would pay for the people that I'm hiring, would pay for the costs of the actual business.

The actual cost of the product for me isn't that high and my customers help pay for it, obviously through the purchase of the product. How do I pay for the actual people? There will be a second funnel that is very little impact on my time but at extremely high value that I know will pay for my people.

That's what I'm looking at right now, and I just want to drop that out to you guys so you guys see kind of what I'm going through as I kind of take a step back and go, "Okay, my average cart value is really high, my costs to acquire is really low. Awesome, great place. The funnel's doing well. Awesome, cool, let's keep that traffic source going, we'll start discovering others. Let's keep over here, let's keep creating relationships over here, we'll do Dream 100 stuff, awesome.

Sales of the product, cool, done. Now let's go look at actual business...

We'll go back over here and we'll figure out the pieces. I have seen so many businesses fail when they build a funnel because they really didn't actually have a business. They just had an idea and a product. The funnel is not the business, the funnel is not the business, the funnel sells stuff.

The business supports what the funnel is selling, that's the relationship there. Three times now, at least, that's the ones I can remember, I have had people calling after we've launched a funnel either personally or with one of Russell's clients. I've had people and businesses and business owners calling begging me to turn off the funnel because it is about to bankrupt their company, or they just can't handle it and their customers are getting mad.

It's exact same thing Trey Lewellen when he sold that many credit card knives and flashlights and survival things that quickly. People are like who's this guys? Did someone just take my money, did they steal from me? He's like no he didn't actually, he had a great product. He just so many sales he could barely handle the volume of sales.

That's what I'm trying to prep myself for is a support person who starts out with just a couple hours, we get the process down, and as we scale we turn up the hours of the support person. Frankly I could use a full-time assistant, but we start with a few hours, we figure out the process, and then we turn it up slowly as things need to be done. I am not a fan of just tossing money in random places with hopes that the money solves the problem. I've never seen that happen so we start slow, exact same thing with all these million dollar funnels that we go launch and put out there guys.

We just start with a little bit of ad spend, test what's happening, test what's going on up there, and then we start turning it up once the results start coming in. Don't think you got to have hundreds or even thousands of dollars to go test your product ideas on paid traffic sources, you don't. It's the same thing with the way you hire, and the way I saw him hire.

He'd vet people out, he'd bring them on in, and then he'd fire them real quick if he needed to, if it really was just not a good fit. It wasn't him doing any of that either, it was Brent, the COO. He literally could stay in the creative producing, selling mode 24/7 which is amazing.

That's all I got for you guys. I know my podcast episodes are a little bit long, going for almost 25 minutes now, but it's because I want to fully dive into the idea and the different applications of it. I hope that makes sense as I do these things, what I'm doing with it. I've got a really cool surprise coming up for everybody as well. Something is in the works. It's probably another six weeks out, but I think you guys are really going to enjoy this. It is a big piece of me. I'm really excited for you guys all to have it. I'll salt the oats there. I'm not going to dive into it now. If you are interested.

If you're like Stephen I would love to work with you please know that there's a lot of people that come to me without me even putting something out there that's like this, and if you're listening to this after the time of me launching it and you're like, "Hey I would love that." Literally you can go to stevejlarsen.com, stevejlarsen.com, the guy that wanted stevelarsen.com wanted $40,000 so I got stevejlarsen.com.

Scroll down to the bottom and it says hiring right there, and you can see the different positions that are open, or if there aren't any at the time that's okay, you can join a list and wait, and be like hey want to be notified next time we have an opening, you really want to get into this. That's my soft pitch, but that's exactly what's going on in the business.

This is me telling you what's going on and also saying if you're open to it I'd love to have you. All right guys, thanks so much. Hopefully you got some stuff out of this and you got some ideas. I'm serious about that, learn to be a monomaniac, learn to say no to things so that you can be a monomaniac, you can obsess, you can be one of the best in the industry, whatever it is that you do, and then understand that you don't ever get there on your own. I'm trying to stay in my obsessive zone by finding help because I need it.

Anyways guys, thanks so much, appreciate it and I will talk to you later.

Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? Go to salesfunnelbroker.com/freefunnels to download your pre-billed sales funnel today.

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What Dave Woodward taught me in-between stage time...

Hey, what's going on everyone? This is Steve Larsen. You're listening to Sales Funnel Radio.

Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business using today's best Internet sales funnels. Now, here's your host, Steve Larsen.

All right, all right, all right. I am in the throws of just building like crazy. I'm about to finish my webinar product. I have had, I've had a ton of people come out and say, "Hey, will you build this? Will you build this? Will you build this?" It's so funny you guys. It's been this way every single time I've ever built anything, ever. I remember I was going out, and I can't remember what I was building, it was years ago.

I started noticing this pattern that any time I got ... I started setting this resolve of like, "I'm going to go build this, and I'm going to stay focused, and no one else is going to get distracted." Like, "All right, no one's going to distract me, and I'm only going to do one thing at a time this time." As most entrepreneurs probably go through.

It's every single time I go out and I start having that kind of intent to build something different or put something out there, it's like the world and the market come flying out from the woodwork and just trying to distract me, trying to say, "Hey, well here's an opportunity over here.

Come over here, there's an opportunity here. This piece over here. Don't miss out on this over here." Right? I'm sure you guys have all seen that before. If you haven't, get ready and buckle up, okay? As soon as anyone ...

Here's the funny thing, okay? Most people in life don't really do that much stuff, right? If you're listening to this podcast, right, you're probably one of the other ambitious individuals on the planet.

There's like, newsflash, there's not many of us. I didn't know that, and it's not to put anyone else down, but some people are completely content of doing the same thing over and over again in their life. That's great, good for them. I'm not and you're not either, I'm assuming, right, that's why you're listening to this, okay? I'm not.

For me, I had the hardest time when I was in school knowing what to try and choose to do. I would stand around and go, "Oh my gosh," like I, do I try and go ... My major at BYU-I was actually finance and then I was like, "Maybe I'll do supply chain. Maybe I'll do this over here.

Maybe I'll do ... Gosh, I have no idea, because if I do this, I'm going to get stuck at a desk doing the same thing over and over again. If I do this over here, oh my gosh. Like literally, I'll look at spreadsheets all day long." I was like, "I don't want that."

It's funny, because when I started getting really clear on what it is that I wanted, two things happened, right? The first thing that happened, well first of all, just so you know, I was like, I was in this huge conundrum and suddenly, and finally I had this professor, this teacher, he's kind of one of my, he was a mentor of mine basically. He was a teacher. He and I spent a lot of one-on-one time together actually and he would just teach me stuff.

He was a former CMO of Denny's and of Pizza Hut. I've talked about him before. He was the guy that invented the stuffed crust pizza, and all hail. He would teach me a lot of amazing stuff. One day, he took me aside and he goes, "Look, Stephen, I see that you are like massively torn between what you should do." He's like, "You need to come and you've got ... Come get a marketing degree, man." I was like, "Serious?"

I was like, "I'm not going to lie. I look at the marketing degree as like a cop out." Okay? That was my view of what marketing was at the time, which was so skewed. Like oh my gosh.

In my mind, there's no other skill set that will pay you more than learning how to do sales and marketing but for some ... Like the way it's taught, right? The cultural perceptions of western society look at sales as almost like the people who couldn't get any other career. Like are you kidding me? That's like the most valuable, most important career on the planet. Like without sales, the entire economy dies, newsflash, right?

Like holy smokes. Learning how to be salesman, learning how to market, those are like the most profitable skills you could ever learn, right? Which is amazing, it's just amazing.

Anyway, so I was like, "Okay." He's like, "Come, come and do this thing." Like, "Fine, fine." He goes, "Look, I know you're going to like it because you have to solve a new problem and a new challenge pretty much every day. It changes, you're never doing the same thing over and over again. Even if you have to, it's kind of different, right? It's for different people." I was like, "All right, fine." He goes and he convinces me to get into this. He's like, "Go do marketing," so I get into marketing.

I started studying marketing stuff and I was like, "Oh my gosh, this is amazing. This is super cool." It's always, it's been fascinating to me how much of it has to do with psychology than anything else. Some of you guys might be thinking like, "Steve, are you just realizing this now?" No. I'm not, but I had it reinforced to me again two weeks ago, and I wanted to tell you guys about it. Again, I'm talking about the FHAT event.

This last one was, frankly, like so freaking awesome. I was on point, Russell was on point. Like it was just, my gosh, and it was our last one, which makes me super sad, but I get why. Just logistically, it's a hard thing to pull off, it's three days. We clearly over-deliver on ... I mean, anyway, it takes a lot. It takes a lot to pull them off. I was up there, I was teaching, it was going great, it was awesome.

I love, I love, and I hope you guys understand in the future, I would love to have a coaching program of my own, I would love that.

The reason I'm bringing this up is because one of the things that's such a huge benefit of being attached to a place like ClickFunnels, which I still am, which is great. I'm contracted to run the Two Comma Club coaching program or part of it with them now, which is awesome. I just signed the contract, I'm very excited about. It's a huge deal, very huge deal. I love the mentorship. I love ... I'm scared to death to actually completely remove myself from the marketing nucleus that ClickFunnels is.

Internet marketing status quo as a whole gets created in those rooms, right? It's amazing, it's amazing. Common practice, think about the power of that. It's huge, right? It's like a massive innovation center. I mean, I feel like ClickFunnels is the apple of the Internet marketing world, right?

Just massive innovation on an intense level at all times. It's very, very fun to be part of. Extremely electric environment, right? I loved, loved working there, very sad to not be. You guys know that story though, for a lot of reasons why I'm not now, but I still wanted to be a part of it, so I was super, super thankful when I was asked to be contracted as a Two Comma Club coach there, and still be a part of that a little bit.

I wanted to tell you guys though about an experience that I had that kind of reinforces what I'm saying right now about how much of this has to do with human psychology. Had way more ... Which is funny, because I almost went into psychology. I was like, "Yeah, this is really interesting stuff." I was like, "That's a lot of science terms and I don't really want to learn that stuff." I still am ... The parts that interest me, funny enough, are actually all the things that I still use for marketing messages and storytelling as it is anyway.

Anyway so, gosh, mentorship is such a huge piece of growth to this, I love it. I hope to be able to do that, and a lot of you guys have asked, actually reached out and asked. Probably more of you guys are doing it than you realize, then the rest of you guys realize.

Yes, the answer is yes. I would love, love to be able to mentor and coach and show you guys the very obvious places where you could improve your funnels and things like that. It's all I do anyways. I've been doing it for the last year with hundreds and hundreds of students. We have over 600 students now inside of the Two Comma Club coaching program. I'm on with them every week, pretty much for the most part. Unless I get bronchitis like I did a while ago, it was crazy.

Anyway, so I was on stage and I was teaching, and it was awesome. I noticed that the room was starting to drop in their responsiveness on what I was saying. If you guys have ever taught or ever spoken, you can feel that as the speaker, right? I'm sure you guys have felt that before. You stand up and you starting to deliver, and you can feel the responsiveness.

You can feel how people are with you or not when you're actually speaking, and teaching and do whatever you're doing, selling, okay? Which is one of the major reasons why I tell everyone, "You've got to publish consistently. It would be an amazing teacher for you." Just you, that's like self-teaching. Just you publishing is like self-teaching. An amazing, a very powerful way, right? It's like tailored coaching to yourself, but it's from yourself, which is pretty interesting. You only get that with publishing frequently, right?

Anyway, which is why I'm like, "Oh my gosh. Get good at telling stories. It'll be so ... You'll see the responsiveness." Anyways, I'm on stage, I can tell. The reason why I knew is because they were just getting tired. Okay? They had been there for eight hours the day before and I don't let them take breaks, okay? If they got to get up and go to the bathroom or anything, they get up in the middle and then leave, okay? I don't really ...There's like two breaks the whole time, lunch and kind of dinner, kind of. Okay?

They'd already gone eight hours the day before and we were like six hours into day number two, and there's still like another seven hours to go. We're stopping for dinner, okay? There's been a lot of progress. I'm helping them make their webinar scripts. I'm helping them make the actual funnels.

We're going through and we're teaching storytelling, we're teaching, and we're helping them. They're doing it and we're also coaching them through it on different ways. They're listening to each other being coached and it's a great ... Oh my gosh, huge accelerant, massive catalyst for growth, and so I love that event so much.

They're getting tired and I can tell the responsiveness of the room is beginning to drop. I kind of started making fun of them just a little bit. I know a lot of you guys listen to this podcast, "What's up?" You guys are a great group, love you. Just know from my side, that's what I was seeing though.

I was like, "I know they're getting tired." I was like, "How can I break state? How can I break their state? How can I jar them in a certain way?" I was kind of like jesting, in a playful way, making fun of them like, "Come on. Stick with it here, we got to keep going. This is three days that can set up the next 30 years of your life if you do it right." It's like ...

Anyway, and so we break for dinner, I'm going on in the back. As a speaker, I got to decompress from just this constant ... It's like, let me think. It's like 24 hours of me on stage in three days. It's a lot. Russell told me 90 minutes is the equivalent of an eight hour day, and I'm on there for 24 hours in three days. Like I am wrecked by the end of it, okay? The day after and several days after, it feels like I ran a Sprint triathlon, which I used to do. It's like the same feeling of just exhaustion, but it's super fun. Keeping the energy high is super key with it.

Anyways, I go to the back, I'm decompressing, I grab food, and I was just kind of sitting in the back. One of the brilliant people that I love being around in ClickFunnels walked into the back, and his name is Dave Woodward. He walks into the back, and he sits down next to me, and he's eating food. We're just chatting it up, and he's asking how things are going. He's like, "Hey, you're on your own, this is awesome. What are the issues? What are the cool things?" Back and forth.

Then Dave goes into this brilliant teaching mode. I hope he's okay with me sharing this, but I wrote it down. He goes, "Have you ever heard of the four C animal psychology approach," or whatever. I can't remember what it's called. You guys out there, I'm sure some listeners listening to this probably know what I'm talking about. I was like, "No, I have no idea what you're talking about."

Because what I had just said was, "I can tell that I'm losing some of them. They're getting tired. I want to make sure ... I'm trying to keep them engaged. They have to be engaged mentally in this process for the three days. It's a lot, but they got to stay with it." I was like, "Trying to get ... I can feel ... It's going really well, but I'm killing them a little bit, I'm killing them. I got to resurrect the feeling a little bit. I got to keep them engaged with it. I got to inspire them a little bit."

He goes, "Hey, have you heard of this? It's like the four C animals approach to psychology." I was like, "No." I'm calling it wrong, okay? Whatever it's called, I don't know, okay? He goes, "Okay." He goes, "You and I, we're sharks. Sharks are go-getters. They stop at nothing, okay?" I was like, "Okay. That makes sense." He's like, "Then, there's also dolphins. Dolphins are bubbly. They like being the center of attention a little bit." He's like, "There's always a few people in the room that are really engaging with you the entire time?" I was like, "Yeah."

He's like, "Those guys are totally dolphins, okay? Those are the dolphins. They're very, very friendly, they're open, they're bubbly. They have no problem being engaging and energetic." I was like, "Okay." He goes, "Then, there's whales, okay? A whale is someone who wants to make sure everything is fair, okay? Those are the people in the room who are kind of like your checks and balances system when something ..."

"You say you're going to do something and you forgot to cover that, they'll go back and they're the ones correcting you. They'll make sure everything's fair, everyone's treated fair. That everyone feels validated and everyone feels edified, right?" I was like, "Okay."

Then he goes, "Then the fourth kind though is the sea urchin, okay? The sea urchin are like the accountants. The accountants are sitting back, and they're extremely logical. They're very number driven, they're very process driven."

He goes, he said, "We all have pieces of each one of those in us but there's always a dominant, okay?" He goes, "You're a shark." I said, "Yes." He goes, "You need to understand that people will not ... If they don't have any shark in them, they're not going to respond to your shark-like mentalities. They're not going to respond to yours shark-like communication style." I was like, "Huh, that makes a lot of sense."

He goes, "If you watch the way Russell speaks, and you watch the way Russell goes, he's very brilliant at making sure he communicates to all four of those personality styles, of those learning styles, right? Communication styles in the room. He hits all four of them in the room." I was like, "Huh, that's fascinating."

It was dinner, and we had another five hours to go. I mean, we usually stop that event at 12:30, 1:00, right? Afterwards, after it was over, we all, Russell and I and Dave and Melanie and John, we all just kind of hung out. It was a lot of fun. We just kind of chatted up and caught up for a little bit, because it had been several weeks since I had been there.

Anyway, so but that was fascinating to me though. He goes, "Make sure that ..." He said, "You're doing great. I mean, you're really, really awesome." I was like, "Oh, thanks so much." He goes, "But make sure that when you get back up there, and you are trying to keep them motivated, and you are trying ... That you are talking to sharks, yes.

You are a shark, that's easy for you to do." He said, "Make sure you're talking to the dolphins that are bubbly and energetic." He goes, "You can do that. That's very much your style also."

I was like, "Yeah, I'm definitely energetic." He goes, "Make sure also that you're talking to whales, right? The whale, meaning the personality who wants to make sure that everything's fair. Making sure that there's everyone's nice." He goes ...

Even though I was jesting, making fun of everyone. I was like, "Come on, stick with it. You guys ..." He's like, "That may have been bad," that I was jesting, making fun of them, right? I was like, "Come on, you can do it. Stick with it." I was just trying to keep them motivated but I was like, "Huh, for that personality style, for that communication style, they may not have liked that, and that was a mistake of mine." Right?

"Then for the sea urchin, make sure that you're still going through logical progression, you're still ..." He's like, "Make sure that when it comes down to motivating, when it comes down to communicating, when it comes down to script writing. When it comes down to any communication piece that you're doing whatever you can to communicate ..."

"Because a sea urchin, if that's their preferred style, they like to learn like a sea urchin, right? Not like a shark. You got to speak like a sea urchin, all right? Make sure if the person's, right, dolphin, you got to speak a little bit of dolphin, right?" He's like, "Make sure you're learning each one of those four." That was such a huge lesson. It was such a huge lesson. I was like, "Oh my gosh, that's okay, okay. Awesome, cool."

I went back out and for those of you guys who were there, you might have noticed, I don't know. I was trying to incorporate more of those things throughout, and I did that specifically on the third day. I don't totally know how, but I know that like when people say like, "Oh, when the student's ready the teacher appears." It has everything to do with the student's ability to learn though.

I was like, "No, it does have a lot to do also with the teacher's ability to deliver." Right? I was trying to practice that, and I was trying to get good at that.

Anyway, it was fascinating, so that's what I'm doing. What I'm trying to do is I actually went back to my webinar script that I'm currently running right now, right? My webinar. It's going great, going actually very, very well. It's been fun because I'm trying to incorporate now, I've got the shark piece but I'm trying to incorporate a little bit of dolphin, okay? I've got that pretty naturally also, okay? The whale, right? How can I make sure everyone feels like things are fair?

How can I make sure that there's still logical progression, and the people like to analyze stuff, for sea urchin? You know what I mean? I'm going through, and the actual sales scripts themselves, on the pages, inside the webinar, after the webinar. I'm going through all those things, I'm trying to add those things in. It's gone really, really well. It's actually been really, really cool to go through and do that.

Anyway, guys, that's all I wanted to tell you guys about was try and figure out which one you are, and then learn to speak the other languages, okay? As far as communication skills, communication tactics. If you are a straight up shark, unless you're looking for just straight up sharks also, right, make sure you're speaking other forms of communication as well that people ... It's kind of like the love languages.

These are almost like communication languages. That's how I look at them anyway. I'm probably botching some pieces of it...

I don't know the name of that methodology or whatever it was that he was teaching me, but the lesson, the lesson was powerful for me and I'm like, "Huh." I've always tried to incorporate certain things like that, but I never heard it described that way. I think I was neglecting specifically a certain part, and certain personality and communication style in the room. I didn't know that.

It's not that it wasn't good, not that they weren't getting the stuff also, but I'd be more effective if I was like, "I got to learn these other pieces here." Anyways, that's what I'm doing right now. Trying to go through and toss a few of those, more of those elements in. I am dedicating right now full days to just the actual webinar script. That's how much I'm trying to master and just get it down. Selling once a week right now, and it's the only funnel I'm running.

I got plans for all these other funnels. I got offers for tons of other funnels to go build. I got offers for all the other things, but it doesn't matter right now. Okay? I know I'm literally one funnel away. That's not just a phrase or a saying that's kind of cute, it's a real thing. I know that, and I've seen that, and I'm doing it, and so I'm trying to say no to everything else. Also, with the communication style of, "How can I speak to everyone else's language?" Because we're all different.

Anyway, okay guys. Thanks so much, appreciate it. I hope you guys learned something from that. You can go back and incorporate that into your scripts and your copy and communication styles. I'll talk to you later. Bye.

Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best Internet sales funnel for free? Go to SalesFunnelBroker.com/FreeFunnels to download your pre-billed sales funnel today.

 

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Here's how the first 30 days of my webinar are going and what I am going to change...

Hey, hey, what's going on everyone? This is Steve Larsen, and you're listening to Sales Funnel Radio.

Welcome so Sales Funnel Radio, where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. Now, here's your host, Steve Larsen.

Alrighty, guys. I am super pumped for this because I'm going to walk through, as I said ... That was about five, six weeks ago, I launched my webinar, and the webinar that I launched out there and put out there has been ... It's been going fantastic, and I wanted to walk through some numbers and some stats. This is a lesson, so this is Sales Funnel Radio, right?

I want to show you guys when you actually launch a funnel, and you guys know my philosophy that, look, you don't need to know everything, and in fact, it's best if you just know the formula for this whole business game to work online, and then all you do is you start your business and product ideas through the formula. While some of them are not going to work, you're just going to go out and you're just going to try it again.

That's totally fine, and if the formula works, you're just trying to find the right idea and market match that actually makes the formula work and blow up really, really well.

So what I want to do is I want to walk through the actual webinar that I launched. Now, the webinar that I've launched has been in the making, the actual planning of it as far as like, "Hey, I'm going to go do this thing," it was in the planning for, I don't know, a year? It did not actually exist until about four days before I actually did it. Does that make sense?

So I went through and day number one ... So this was January 1st. January 1st was a Monday, and on Monday ... and I did it on Thursday. The webinar actually launched on a Thursday, so Monday what I did is I went through and I just created my registration process itself meaning you could go in, you could register for the webinar, there's a confirmation page, a little bit of indoctrination series.

If you don't know what I'm talking about at all, go read the book Expert Secrets..

So I actually made the registration process itself before there was anything else. I didn't even make the script. There was no script. There was hardly any product at all, at all.

Day number two what I did is I went and I started actually making the script, and I didn't finish it at all, but I came up with my three secrets, and I came up with the actual offer itself, the actual stack slide, the actual offer. Then day number three I put a membership area together, put some stuff in there, and then the actual order process so people could buy.

Day number four, I actually did the webinar, and I woke up on the day of the webinar and I got up and I started the actual slides at 8:30 in the morning, and the webinar was at 2:00 pm, and I was just slide creating like an animal, and I was getting all these pieces together, and music was going crazy. That's the secret to good funnels, by the way. It's music and caffeine.

So I was making the funnels, putting all the pieces together, and I get out and the time starts going away and suddenly it's 10:30, and I'm like, "Crap. I just barely started the secrets," and suddenly it's noon, and it's two hours away, and I'm like, "Oh my gosh. I'm only into secret number two here." If you guys know the webinar formula, that means I'm a third the way through, maybe halfway through, maybe. About an hour before the webinar starts, and there's 270 people registered for this one, and I was like, "Oh my gosh. Holy cow. I'm not going to even finish this thing," and I'm going as fast as I possibly can, and I literally finished the slides two minutes before the actual webinar started. That was some stressful crap. I recommend you not doing it that way, but I got it out the door. I just did it. That's the whole point. I just did it.

If you've not launched something and you've been consuming all of my podcasts and you've been reading the books and you've been learning about the methodology and the formulas behind the stuff that we know works and you still haven't launched it, just set a date and just do it. Just do it. Know that it's going to go out kind of broken, and it was for me as well, and I told you in the last episode that it in part it has to do with a lot my storytelling that created an emotional experience for people that allowed them to know that it was going to be a little bit broken and that they were okay with that.

They were fine with that it was a little bit broken out of the box. All right, so anyway, that's huge. That's a massive, massive piece right there.

So anyways, I launched it, and I sold it. So I'm going to go through some numbers here. I want to go through some stats so that you see what I see, so I can show you what I'm seeing and what I'm looking at because I mean even when I worked at ClickFunnels, I was the lead funnel builder. We went through. We were building funnels like crazy. I was cranking out ... I mean, man, my entire almost two years there it was like one extreme deadline after the other.

I mean I felt like I hardly ever got a break. I got a little burnt out, I'm not going to lie. It was a lot, but I was cranking them out on average almost one a day, on the average. It was just like, "Holy smokes." It was a ton of funnels, and love it, enjoyed it, still enjoy it, still doing it, just now for myself.

Anyway, so what I wanted to do though is I wanted to just go through and just show you guys how like, "Okay, look. Here's the standard of after we launch a funnel, any funnel, usually out of the gate it does not do that well. There's some broken pieces with it. We expect that, we know that, and the reason why, here's the reason why.

A lot of what we build, a lot of what we put out there, has to do with what we call an ask campaign. Now you guys have heard this before, I'm sure.

When we were expecting our first girl, our first ... four years ago, over four years ago now. When we were expecting our first little one, we were literally in the delivery room. My wife was getting induced, and I am so sorry to admit this that I did this. This was stupid. I should not have done this, but we had been in that room for hours and hours and hours, and I was like, "Oh." As a man, there's not that much you can do.

My wife's getting ready to deliver our first kid. We're super excited. We've been in there for a while though, and spent the night in there, and it was ... We were just exhausted, and we were just waiting, and we were just waiting for the new one. She wasn't actually in labor yet, but we couldn't go home yet because it was in this weird limbo stage.

At the time, I was listening to a lot of Pat Flynn, Smart Passive Income podcast. It's a great podcast. I went through, I was listening to a lot of them, and that's where I learned about Noah Kagan, and Noah Kagan had this product where if you had any questions you could literally text Noah and he would text you back. So I was sitting in the room, and I was texting Noah Kagan, and I was sitting there in the middle ... and my wife's about to give birth. That was stupid, okay?

I did not earn brownie points for that, but here's what I learned...

I went and I was texting him, and I was like, "Hey, man, I really want to get your course," and I hadn't really figured this game out yet. This was four and a half years ago, and it's crazy she's that old now. That's nuts.

Anyway, so I was texting Noah Kagan, and he goes, "Hey, man. Hey, man, I got this cool idea, and all these people say they really want it, which is really awesome. Do you think I should go build it?" He's like, "That's cool, but frankly, I don't care what people think. I let people vote with their wallets." That's what Noah told me. I was like, "Huh. That's interesting. That's very interesting."

Okay, now take that, follow me real quick. When most of this product is started from an ask campaign, they're not voting with their wallets. They're voting with their opinions. People behave differently when it's actually time to take the wallet out. So here's the whole point. The formula that we teach, the formula that I teach, the formula that we go through sort of like, "Hey, this is how we know big money comes online in this formula. Start with an ask campaign, figure out what people want, and then just deliver it."

There's a whole bunch of stuff in-between that, but that's the premise of it. Figure out what people want, ask them what they want, and then go make it.

The issue that can happen, and the reason why funnels fail out the gate usually on round one, is because we did an ask campaign where there was no money involved. It's just their opinions. People behave differently with what they say versus what they'll actually take their wallet out for.

So we're going out, this very first week, this very first webinar, I went out and I'm building the webinar and I'm putting the stuff together, and I did all these ask campaigns. I did six or seven ask campaigns. Right next to me, there's a whiteboard full, chock-full of false beliefs that I found, and that stemmed my marketing message, the product, the actual offer, all the way I would talk, the way I would put the script together, all of it.

The thing is that there was not  actual wallet involved with that, so I have to take what they said with a little bit of a grain of salt, put it in the formula, and toss it out there with the expectation that now that I'm actually asking for people's money, they will probably behave slightly different than what they told me during the ask campaign because now their money's involved. They're going to vote with their wallets, just like Noah Kagan told me.

So I tossed this stuff out there. I put this stuff out there with the expectation ... and Russell's the exact same way. When we were there all the time, we'd put these things out there knowing that there's a gap between what people say they want versus what they will actually do and get.

There's a gap there, and this formula will close that gap as much as it possibly can, and then when it comes to launch it, you have to see and watch the numbers and see how things behave and then react appropriately. That's why the stuff usually fails out of the gate, but you're very close to profitability on round number one. Does that make sense? I hope that makes sense what I'm saying.

All I'm saying is that there's a gap between what people will say they will do versus what they actually do. "Oh, yeah, I'll do that," versus the people who actually do it. We all know that. I mean take ... It's just barely turned February, right?

New Year's resolutions, we all say, "Oh, yeah. I'm going to do this, I'm going to do this, I'm going to do this," and then when you actually get to the part of execution that can be a little bit different, and it's because of we say we want something versus us actually doing it. It's the same thing. It's because we're stemming the information that we're collecting on those ask campaigns is coming from people saying, "Oh, yeah, I want this and this and this.

This is what I'm really struggling with. Go make the product for this. That'd be great," versus what they actually get their wallet out for. There's a little bit of a gap there.

The formula, the Expert Secrets formula, the Dot Com Secrets formula, all this stuff that closes the gap as much as it possibly can, and then it's your job as the marketer to go look at the numbers and learn how to be a detective and go, "Huh. They all said they wanted this, but the numbers are telling me they want this. Let's go switch this right here." So all I want to do right now is I want to walk through some numbers of my current webinar. Is that cool? even though you're not in front of me. Is that cool? Does this sound awesome?

Can you guys see how this could be helpful to you? You guys seeing how this could be applicable in your own business?

Okay, so let's walk through this though. So I wanted to set that backdrop so you understand what I'm doing and what I'm looking for and why I'm looking for it. It's because of that gap. It's that action gap between what they say and what they'll actually do. So I created this whole thing off of all the stuff that we teach. I used the exact same formula, the exact same process.

We practice what we preach. I practice what I preach...

So I went out and I created this thing with the understanding that it will most likely fail out the gate. Now, it didn't because I've been publishing like crazy on a second podcast. That created a lot of affinity. That created a lot of emotion towards the upcoming product that they all knew that was coming up. I created pressure just like Hollywood would by tossing out a preview six months before a movie gets released. I did that on purpose. It was lot of planning that went into that.

So I want to walk through some numbers, and I want to walk through some numbers week by week just for the first four weeks. We're just going to go through a few different numbers here. I'm going to go through the registration rate and then I'm going to go through actual purchases, and then I want to go through the indoctrination series. As I go through it, what I want you to do is I want you to take note of what it is that you would do. How would you react based on the numbers that I am actually tossing out there. I've never done anything like this before on my show, but I think it's ...

Let me know if you like this, first off, because I want to keep doing this kind of stuff if you guys find it helpful. This game is more about becoming a good detective. It doesn't matter what you think. It matters what the market thinks. It doesn't matter if you like something or don't. It matters if it sells.

It doesn't matter. It's your job to just use the formula, plug a whole bunch of different ideas through, one of them pops and explodes and now you're just a detective tweaking things based on how the market reacts to it. That's it. That's it.

That sounds crazy, but if you realize that's really all it is, simplify it in your brain and just go master the process and master the formulas? Oh my gosh, guys, the game is not that crazy hard.

I just talked about in the last podcast how you really don't even need to be that amazing at sales copy if you're a good storyteller, so start practicing stories and start learning the formula.

Anyways, let's dive through these numbers here. So what I want to do is I want to go through and I want to toss out just some numbers, some stuff that I've been going through right now, and so I'm going to go week by week by weeks, so through four weeks of the different numbers, and I'm excited to show you. I know what my issues are.

I know exactly the problems. The market has spoken. I know exactly what the issues are, and I'm excited to go through and keep fixing them. So this is it then, okay?

So week number one I had 469 people hit my registration page, and instead of doing it this way, because it's going to be hard to listen to for me anyways, I'm just going to talk about percentages. I had a 60% opt-in rate.

That's insane, and the reason it was so big is because I was promoting to my hot list. I was promoting to my hot list. The people that were on my following, the people that were waiting and begging, they're watching the quote, unquote movie previews, they're listening to my other show. I was priming the market, letting them know it's coming up. So I had almost a 61% opt-in rate, which is on my registration page, which is pretty freaking awesome.

As I moved down though ... So there was 37 purchases, so we made 37 grand. The way it worked out is I think it was 21,00 in sales on the webinar, and then I did another 17,000 on the follow-up sequence, which is awesome. So cool. Holy crap, that's like we did $37,000 or whatever the math is on that. $37,000 on the first week, with no ad spend, just straight to my actual not list.

Now, understand that's going to skew the numbers a little bit. I did not promote to my hot list again after that. It was all about cold ads, cold traffic after that. Not cold, but warm. I don't care about cold traffic for a long time.

So that's $37,000 in sales, which is awesome. Now here's what's interesting. Before we move on past that, the actual registration page, 61% opt-in rate. That's 286 people who registered for the webinar. Unfortunately, it is very standard in the webinar space for only 15 to 20% of the people to actually even show up. If you're getting that, that's pretty standard.

It sucks, but it's standard. It means you're not failing. Of the people who show up and who start watching the actual pitch, they stay on long enough to watch the pitch.

If you're closing at 5%, yes, 5%, it's usually a six-figure webinar within a year if you're doing it every single week. If you're closing at 10%, that's a million dollars usually within a year. 15%? That's very, very good. So my webinar right now is closing, on average, anywhere from 10 to 12%, sometimes 15 with the follow-up sequence, but it's doing really, really well. I've nailed the offer, I've nailed the story, and it's going awesome.

So what's interesting about this is so that week number one, 200 people registered, 280 people. Only 40 of them went through my actual indoctrination series. 40 of 280. What is that? That's 40 ... It's only 13%.

Now, that's through email. 13% meaning 13% click-through rate of all the emails that I sent. That's unfortunately also pretty standard. I mean that sucks though. Oh my gosh. It's terrible. I don't like that that's normal. I don't like that that's standard, so I'm trying to figure out the next piece on that.

So let me compare week number one with the following ... I'm just going to compare with the next three weeks, basically, instead of going week by week by week by week. Okay, so that last was hot traffic. That last was very hot traffic. That was my hot list. The next three weeks I'm talking about here is weeks two, three, and four, and it's to cold traffic ... Not cold, but Facebook ads.

We're running Facebook ads. On average, we're spending about five to six dollars per registrant for a Facebook ad. That's how much you're spending to get someone to register, which is, again, pretty standard. It's pretty awesome. I would love it to be obviously very, very low, but anyway.

So three total weeks together, 612 people registered. Of the 612, again, only 39 people actually went through and opened up my indoctrination series. So I will tell you, looking at the numbers, that is the place that is sucking it up the most. I've got to get people indoctrinated. I've got to get people consuming stories before they get on the webinar.

That is one of the keys and secrets to the perfect webinar. You've got to try and get the sold before the webinar starts. That's one of the big old keys of this whole thing. So I'm going through ... Oh, I mean, gosh, that sucks. 39 people of 600 are actually going through and looking through my indoctrination series? That ... Ugh.

So my biggest thing that I'm focusing on right now is my show-up rate. That's all I'm trying to get to. I'll go through some more numbers in a second here, but the two things, as I go through this ... and keep that in mind as I go through these numbers. I'm being a detective, and the market is telling me to focus on really two things. Oh no, it's three things.

There's three things I'm trying to fix. Increase my show-up rate, which my show-up rate is pretty standard, but I don't like that, so I'm going to try and ... I've got a few ideas of how I'm going to blow it up.

There's some Facebook Messenger bots and stuff like that that we're going to be using. It will still be the same indoctrination series, but we're just going to deliver it over Facebook Messenger because I think a lot of my audience is there rather than their email all the time, so I'm just going to go where they are, and I'm going to follow them.

So I'm going to try and increase my show-up rate. The second thing I'm going to try that I'm going for here, I'm almost done actually building the product. Yes, I just said that. So I've been selling it without it actually being done, which is awesome because it means that the market is creating it with me, which makes the product way less risky for me to actually go create.

It makes it way less risky for me to actually go be successful with this because they're making it with me. The market is telling me what to do. I went through and I talked about that a few episodes ago. New markets must be discovered with the inventor and customer at the exact same time. It's the nature of a new opportunity. Anyway.

Okay, so number one, I'm trying to increase the show-up rate. Number two, I'm trying to increase ... Weirdly enough, weirdly enough, I actually ... I'll more than break even on my ad costs on the webinar, but the majority of my sales come in my follow-up sequence, almost all of them. For example, there was a webinar we did. We spent $500 in ads, and I'm just keeping things low right now, just so you guys know.

In total, my webinar has done about $80,000 in the first month, which is awesome, which is way awesome. $80,000. 37 of that was hot traffic. Anyway. I hope I'm not diving too much into numbers here and it's getting hard to listen to and follow. So let me finish just this idea, okay?

So I'm working on my actual show-up rate. Number two, I'm working on my actual ... When I say, "Hey, here's the URL. Go and buy," I'm trying to make more of a table rush so that the amount of sales I'm getting in the backend is also how many I'm getting when the actual webinar happens. Does that make sense?

Because as soon as I say, "Hey, go buy, everybody. Go buy," there's a few sales that come in, but then there's a bunch that come in during the follow-up series. I'm like, "What is going on?" Weird. Super weird. It was super weird.

All right, and then the third thing I'm trying to focus on is the actual follow-up sequence itself, and I want to make my scarcity and urgency sequence stronger, and I think I know how I'm going to do it. There's a few different places I'm going to go tweak and make better. Some of it has to do with my actual stack, but most of it has to do with how I'm doing the actual scarcity and urgency follow-up sequence because people are knocking down my doors trying to buy it still, and I'm like, "Hey, you got to get on the webinar."

I know they want it, and I've had to say no to a lot of people on stuff to ...

Anyway, so that's what I'm trying to let you guys know is that me looking at these numbers is what tells me what to focus on next. It's not up to me, which is so nice. It's not up to you and your own business. After you just get the thing off the ground, just launch. If you haven't actually put the product out there, just launch, and then it's all about you being a good detective. It's about you looking at the numbers and going, "Huh. That's fascinating."

So in total we only spent $3,000 in ads on the first month because we were just testing where the buyers are. That's it. We're just testing, and at $3,000 in ad spend on the first month and we brought in 40-something thousand in revenue from that. I mean some of that was probably some hot traffic too, but trackable, from Facebook ads itself. We're still 10xing our money right now.

So while we're figuring out where those places are, I'm finishing the product, we're getting stuff out the ground, but then this week, for me, the whole thing should be completely done, which is awesome, and then I'm just turning up the juice. I'm going nuts. I'm turning it up like crazy, and it's going awesome. People are loving the product.

We're having successes from it already, which has been great. People are using ... Anyway. It's just been awesome. I've actually had a lot of you guys go buy it. Not a lot, but I've had some of you guys go buy it from this audience because you guys are just funnel hacking me, which is honoring. That's awesome, but anyway.

So one of the things I did, I also then want to just point out here. I don't know if you guys are running webinars. I encourage you to. If you have nothing out there, I encourage you to actually the Expert Secrets model, figure out how you can package up whatever it is that you're good at, and go find an audience that you're a little better at what you're trying to sell, and they'll buy it from you.

It's one of the fastest ones to make a good chunk of change...

So one of the things that I did on week two that really helped is I went and I added the option to buy through PayPal, and so if you go to my order page right now, which I'm not going to tell you guys what it is because I don't want you to ...

I want to see what my stats are still, but if you go to my order page, you can click a button and buy through credit card or you can click another button and buy through PayPal, and it still does the exact same things as what it would happen is if you bought through Stripe or something like that. It's super cool. Found this cool little piece of code, and just dropped it in, and now I can do the whole thing with PayPal also, which is awesome.

Funny enough, I get about 30% of my sales is actually through that PayPal option now. 30%. That's big. I mean that's huge. 30%. 37,000 at the beginning was through hot audience, subtract it from 80,000. Means we got ... Yeah, that's about right. About $43,000 has come in from the ads and we're spending $3,000, and about 30% of that 43,000 ... Yeah, yeah, about 12,000 has come through the PayPal option.

Yeah, anyway, super, super awesome. Really, really love that. I'm going to go keep putting that in in pretty much every funnel I make now, that PayPal option, so that they can do either or. It's getting the technology's figuring out how to do this stuff with multiple pay options now inside the same funnel, which is awesome.

So anyway, hey, guys, I hope that made sense. I realize I got a little bit techno-babbly with that, but I just hope it makes sense what I'm trying to say is just watch the numbers, you guys. It's all about figuring out what the numbers are. I just finished reading the first section of Ready, Fire, Aim. That's what it talks about. It's like, "Hey, look." You've got to know what your numbers are. You have to know what they are. From cold ads right now, I have $7.07 earnings per click. Seven bucks. That's huge. That's amazing.

That's excluding my hot audience promotion that I did. I don't promote to them anymore. I'm not going to keep pounding them. I'll come back and probably promote it again once a quarter, once every six months, but that's about it.

The rest of it now is I'm going through it and I'm running ads, and then I'm also doing Dream 100 stuff, and I've been shipping packages to a whole bunch of big people, and they're wanting to promote, which is great, and I've had a total of I think of about seven MLM owners asking for this product for their entire company. It's good. I know it's good. There's nothing else out there that's like this, so anyway.

Hopefully that was helpful for me to go through some of these numbers here, and I hope you guys understand what I'm trying to do and what I'm looking at. It's very, very key to understand what that is. It should be relieving to understand that really it's not in your hands.

It does not matter what you think. You don't have to worry about all this stuff sometimes that I see a lot of people worrying about. Most of the time, just put it out there and see how people respond, and if you're like, "I wouldn't buy this," it doesn't matter. You're not the one buying it anyway, so who cares what you think. Just put it out there, see what happens, be a good detective, and work backwards.

So for me, I'm looking at this, and I'm like, "Man, yep, all my numbers are right within industry standards as far as a good webinar goes. Everything's awesome. Cool. Awesome. Built it from scratch just a few weeks ago, which is great. About to fix it and finish up, but man, look at this. I got to fix my show-up rate.

You know what? I got to increase more of the drive so people go buy as soon as the webinar is over. I mean my follow-up series is going amazing, but how can I tweak that and make that even better? Oh, how can I ... ?" It turns into this game. It's the reason why we say, "Don't automate it for a while." Don't automate it for a while, so that you can tweak, so you can go back and forth like, "Oh, man, I changed so much stuff."

I had a webinar that I did. It was two or three weeks ago. It had only a 6% conversion rate, and I was devastated, but my follow-up series brought in another 7,000 in sales. I was like, "Holy crap." So I was like, "Okay, well that series is working well, the follow-up series, but what about on the webinar?"

So I'm going through and I'm adding in all these pieces. I'm going through. I'm about to go download all the transcripts of all the chats, see what all the questions were, what all the objections were, and then I start incorporating and infusing those and lacing them in through the script to make it better and better and better and better and better until finally I know I'll get to a spot where I automate it, but it's not for a while, and I don't care. I'm not trying to have it happen for a while.

Anyway. I hope that makes sense what I'm saying.

This is a fun game. I don't recommend you go do it totally cold and outright if you still have a 9:00 to 5:00 job, and you've never done it before. Build it up on the side. That's exactly what I did, and all I did was document me. I just documented the journey of me creating the thing along the whole way, and it made it super, super profitable, super easy. It made it super safe and secure because I knew there was an audience waiting for it, and that's what made it release and go out.

So next phases for me, what I'm doing is I don't want to take any profit from this so far. I want to live completely off of other areas, so I'm turning on other funnels. I'm putting other things out there where all my living expenses are taken care of, and I can let the money that's coming in off of this webinar fuel more ad spend so I can just explode the thing and blow it up.

We're just testing with real small amounts right now, really small little pieces of cash all over the place, and by doing that, we're not actually spending that much money in ad spend. $3,000? That's it in ad spend to get that kind of revenue? Holy crap.

If I was to give you $42,000, would you give me $3,000 back? Yeah, of course, but we're keeping it really, really small, and we're starting to find where those pockets are, and now it's all about figuring out these different places and pieces that are going to make the numbers better, but anyways, it's been a ton of fun. I've really, really enjoyed it. I love what I do, and anyway.

Webinars are just so awesome. There is such beauty to selling stuff that's more high-ticket. Too many times I see people selling stuff for super cheap because they're afraid to charge that much money. You're not the one putting up the money anyway. It does not matter. Just figure out how to charge more and then justify for it. Anyway.

All right, guys. Hopefully it was helpful. I know it was a lot of numbers. It was a bit of a techno-babble as well, but I hope you see the process that I'm going through, and I hope that you mirror it. Guess what I'm doing? I'm documenting my journey. That's it, but the next places I'm going to go figure out and next pieces I'm putting on is I'm tweaking a lot of the script, show-up rates, all that other stuff.

So I'm going through and I'm funnel hacking some of the top webinars in the internet in general right now, watching their webinars, and watching what closes they have, and watching the things they put in there, and watching ... because I know my actual offer itself does well. It converts well.

I want to turn up the sexy on that just a little bit, but I know the offer is not actually the big issue right now. It's what can I do for more scarcity and urgency? How can I lace in more of this? You know what I mean?

Anyway, that's what I'm doing right now, so I'm going, I'm funnel hacking the greats. I'm going, I'm seeing what they're doing. I'm putting those things in and it's the very process that I preach, and I hope you guys can see that and just get it out. Just put it out there, whatever it is that you're doing, and just get it out. So anyways, guys, hopefully it was helpful, those current stats.

I'll probably, whenever there's something significant for me to update as well, I'll probably let you guys know what's happening again, but that's an accounting for month one, January, and you guys all know my goal for this year is a million dollars, and I'm on track for it.

A million dollars is what, 82 grand a month? We did $80,000 and then I sold a lot of other stuff in other places, so we're actually right on track, and we're just in the testing phases, so I hope, I think that it will happen faster than the end of the year, and I think it will, but ...

Russell was telling everyone that he thinks it'll happen by summer. That puts some serious pressure. It's like, "Whoa, I didn't know you were going to give that kind of prediction there. Okay. How can we turn up the juice if that's what you're guessing? Okay. All right." That's some good pressure there. All right, guys. Talk to you later. Bye.

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There ONE skill that protects me against any mishap as I launch funnels...

Hey, what's going on everyone. This Steve Larsen, and you're listening to Sales Funnel radio.

Welcome to Sales Funnel Radio where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. And now, here's your host, Steve Larsen.

And we're about to cross 100,000 downloads. I am going to remake an intro. I have loved the intro that I have, but it's time to switch it up. After 100 episodes, what, it's like 120 episodes now almost and almost 100,000 downloads. To celebrate that I'll probably toss it out there. Hey, so I was on stage, I was teaching the Fat Event. It's been super busy, I'm sorry I've not done a podcast here in a little while. Funny story though.

I was on stage and I get excited, which I know is hard to imagine. I get excited in general. But I was on stage and it was the second day. It was lie one o'clock. One o'clock, two o'clock in the afternoon. And the second day's a long day. For me it's 12 hours on stage at least. Anywhere from 12 to 15 hours, and then Russell will come on as well.

And I was just wrecked...

Anyway, it's a lot of fun though. I mean I absolutely love it. I enjoy it like crazy. So I was on stage, and I was jumping around. I was getting ... I can't remember what I was teaching about.

But I ... The pants that I was wearing. You guys will like this story. The pants that I was wearing were a little bit more like loose fitting. And I was like ... We were jumping around, and I was teaching ... I can't remember what I was teaching. I think I was teaching about like storytelling or something like that. I think I was talking about energy. Why it matters. Anyway, I can't totally remember it was. But basically I jumped and no one else knew, but when I came back down I totally ripped by pants.

Like right up my butt cheek. And nobody knew.

And so ... And I didn't know how bad the rip was. And so I'm like jumping around on ... "Hey." Like I have no idea what's going on. I just know it's getting drafty back there. And I was like, "What the heck?" Like I've never had this happen in my life ever. And so I ... So there was a whiteboard there, and I write whiteboards a lot.

I draw on them a lot to illustrate certain principles and stuff. But I wouldn't turn my back and actually write on the whiteboard in front of me because I didn't know how bad it was. I didn't know how bad it was. So eventually after while I was leaning around the white board writing down.

Anyway. And I ... In my mind I was laughing. I was like, "I'm literally going to podcast about this." So this is me doing that. And I decided I would called a break.

I was like, "All right. I'm going to call break." And uncouthly remove myself from the room. And so I remove myself from the room and I grab my friend Miles who's also ... He's into ClickFunnels. Employee there.

He works at ClickFunnels. He's the DJ basically. Runs all the sound and lights and all that stuff for me while I'm doing those things. And I was like, "Hey man. I need you to be a bro and look at my butt." And he's like, "What?" I was like, "I freaking ripped my pants dude."

And so we're hiding in a corner and he looks at my butt and he's like, "Dude, as long as you stand perfectly straight, your shirttail covers it. It's not even a big deal." And I was like, "Okay." So for the next five hours I had the most perfect, unnaturally amazing posture that I have ever had in my entire life.

And anyway, no one was the wiser until the next day I told literally everyone that story while I was up there.

And I know that some people might think that that's weird, but it's to illustrate a point. Okay. It's to illustrate a point. Whatever weird thing's going in your life, whatever it is that's going on, whatever it is that's happening to you, that develops your attractive character when you start to share those things. Right? I know now not to wear slightly baggy jeans while I'm on stage jumping around. Okay? Who would've known?

I'll make that secret 12 in like some stage presenting workshop coming up, or I don't know. Just kidding. But anyway. But it's true though, okay. It's all about ... You guys got to understand this, okay? When it comes to your attractive character, and new opportunities. New opportunities you compete by being brand new. Right? All right. Your attractive character though is also something to be treated not as brand new, but as different.

Let me explain what I mean, okay? In creating new opportunities your business should be a new opportunity. Your business is a new opportunity. The product itself is a new opportunity to somebody else. And if you've never ... If this is a brand new concept to you, you should probably go back a few episodes and start listening right? Right. It's a pretty standard idea now to find something that's a brand new product. Brand new idea.

Your attractive character though also needs to make some kind of evolvement. Okay? When I was in college I wrote this ebook. It was before I ever read dotcom secrets. I didn't even know who Russell was I think. Wait, I'm thinking timeline. Yeah. I had no idea ... I didn't even know he existed. Okay.

And I wrote this ebook, and what I did is I talked about this concept called product big bang theory where most of the time people go out and they say, "Hey come up with something that's totally brand new. Something that's completely out of the box."

I call it product big bang theory. Meaning it just popped out of nowhere. "Ah this is something brand new. It's not stemming from anything else." And product big bang theory is an issue, okay? It's scary. It's freaky. It's risky. It's one of the most risky product strategies you could ever have.

Instead I called it product evolution. I never actually released that ebook. I probably should. It was good...

And so when I saw Russell's book about dotcom secrets, about first funnel hacking what's going on I was like, "Oh. Product evolution." Right? I'm taking what already exists and I'm making it new but I'm stemming it from something that already exists. Right? It's the same thing with like ... So when it comes to products that works really really well.

When it comes to your attractive character thought, you can't really stem from another individual.

I can't really say ... Why? Why why? Because you need to ... You can't compete on something like a strength. If you compete on things like strength, it's like the scariest thing to do also as far as your attractive character goes. So just follow me here real quick. Okay? I know this is ... I'm getting kind of ... Just follow me for a second. Okay? When it comes to products, you're trying to create a new opportunity but stemming from something that's already successful. Right?

It's a combination between funnel hacking and creating a new opportunity. It's a combination between those two. You don't just funnel hack. And you just don't create a new opportunity. You combine them. You do them in tandem. Right? That's like one of the most secure easy ways to actually create a new opportunity for yourself. I'm sorry, a successful business. A successful product.

One that is slightly disruptive in nature and creates a mass movement. That's one of the easiest ways. First funnel hack, second create a new opportunity from what you funnel hacked. Not something that totally never existed before. That's scary. Okay?

When it comes to your attractive character though, there is always somebody who will be faster, better, stronger, better looking, whatever it is. Right? So you don't compete on those things. Instead, you compete on your differences. There's only one you. There's only one me, and it's very easy for me to stand out when I stopped competing on strengths. Okay. When it came to my attractive character I'm talking about. Just my own ... The way I deliver. The way I talk. My stories. My personas. What I put out into the world. Out into the marketplace as far as my character goes, my brand.

There will always be someone faster, better, stronger, better-looking, er, er, er, er. Right? ER, ER, ER, ER. All over the place, right? That's a scary place to go. It's a scary place to be. Right? So I don't compete on strengths. And I don't compete on weaknesses.

I'm not trying to, "Well, no I'm worse than you. I'm worse ..." I'm not trying to compete on weaknesses. But what I am trying to do, is I'm trying to compete on my differences. Okay? It's a different way to think about it. It's a ... I don't know if it's a ... Hopefully it's making sense what I'm talking about, okay?

Because I talked about this a lot at this last Fat event that your character development is ... It's paramount to how your business runs. Okay? The way your product sells, the longevity of it, followup sales. Not just the initial, but repeat buys, a lot of that starts to depend now on your attractive character. You can get a lot of people to buy something from you once, but to get repeat buyers, there's got to be something attractive about your business, about yourself. Right?

And I don't want my attractiveness to be based on strengths otherwise what ends up happening is I link myself and I compare myself to the ideals of pop culture. That's scary, okay? Because pop culture changes momently. Not even daily or hourly. It changes momently. Right?

And so what I'm trying to say here with this whole attractive character thing ... I wasn't even planning on talking about this in this one. But I'm just kind of on a roll with it. Stop hiding what's different about you. If you don't normally wear a shirt and tie, do not put one on to go put a picture of yourself on the internet. Right? I made that mistake. If you go to Sales Funnel Broker right now ... So I'm going to go change Sales Funnel Broker like crazy. Right?

I love ... To be honest, I like wearing suits and ties. Okay. But it's not the norm. Man, I wear that maybe once very few months. Right? I'll wear a tie for church on Sundays. Right? But not a suit. And I'm wearing a full out suit in that picture. I don't like that. I should not have done that.

That was not ... That's what I'm trying to tell you guys. Whatever it is that you ... That's why I tell you guys random stuff like, there is literally ... You guys know I'm really into air soft. It's like paintball. Right? There's a sniper rifle right next to me that I just barely finished rebuilding. Tons of fun. I love that stuff. Right?

Why do I talk about random things like that? "Steven what does that have to do with internet marketing?" It has everything to do with internet marketing. Has everything to do with your character.

Has everything to do with why people will be attracted to you...

Why would I tell a story about me ripping my pants down my butt cheek? Right? It's not just to tell the story. Is it funny? Yes it is very funny. And I was laughing about it ... I wasn't going to say anything. Well I didn't know how bad it was, but I told them all later. Be willing to expose yourself. Okay? Be willing to expose your character flaws. Talk about the things that you're not good at. It's not about ... I'm not trying to say, "Oh look at me. I'm terrible. I'm a Debbie downer."

That's not what I'm saying at all. What I'm saying is don't be afraid when the story helps whatever you're doing. Do not be afraid to use a story even though it will appear to you to be a little bit to your detriment. It's not true. That's what I'm trying to say. It's not true. That's not how it actually works. Okay?

It's so funny. You will become human. You will become human to your audience. You will become human to those who are following you when you are willing to let other sin. And for a lot of entrepreneurs what I've noticed is they ... One sale, that's not super hard. Right? You could build a webinar funnel, tripwire funnel, any funnel, but the followup sales.

A lot of that starts to depend now your actual brand. I don't care about brand on the first sale at all. Okay. I really don't. I don't even take time to sit down and start thinking about brand. I build it as I go. It's not something that I ever had to sit down and start thinking about. The way I guess build my brand as I go, I tell stories. Right? When I'm the brand. When you are the brand. And even if you are not the brand. Your company still has stories.

Your company still has an origin story even if you don't have a specific face for it...

But anyway. That's all I was trying to tell you guys. Don't be afraid of telling stories about whatever it is that's going on about in your life. And so here's some things that's been going on right now. I think the next episode I'm going to do I'm going to walk through some webinar stats.

You guys know that I've been on my own now for about five weeks, totally solo. Self-employed. Had a lot of fun with it. It's been a whirlwind. I want to walk through some stats. I'll probably do it in the next episode because it'll be a little bit long.

But I want to walk through a few specific things with you. But as far as ... Like that's the business. But for my own personal stuff, how I've been handling it, it's pretty interesting. This is how it worked out. Week number one, like sickening anxiety. Like, "Holy crap. Why did I do this?"

Do you know what I mean? And anything ... A lot of things amazing in my life. I've had those feelings as I'm pulling the trigger. Right? Like, "Oh my gosh. Am I sure I want to do this?" You know? And I get that. And I get that. A lot of people get. Week two for me, I was excited. I had the first big successes. Week three and four for me I was gone a lot because I was traveling and speaking like crazy in three different events.

And week four was kind of a cleanup week fulfilling of things I sold in the previous weeks. And it's been kind of this whirlwind up and down, up and down, up and down. Right? Where I'm like, "Yeah this is working, oh my gosh." And then I go back, "And oh crap. So many things wrong with what I've launched so far." I'm going back and I'm fixing it. And I'm wrong, but you know things I want to optimize, and change and approve.

And just know that like your personal development is as much a part of the business as the business itself.

That's what I'm trying to say. That's the whole thing I'm trying to say with it. And being scared to share the stories of things you're going through at a personal level is not helping your business. It will actually hurt your business. It will help you tremendously. It will help get a following around you. So this is what I would do. I would sit down ... This is actually what I do. Behind me right now there is a whiteboard and it is chock full of storylines. Of things that are going on in my life that I can talk about okay?

And the longer I've podcasted, the longer I've done anything in internet marketing, the longer I've done anything kind of thing in this game, the more I've realized how much this whole thing is about storytelling. All of it is storytelling. Every funnel is it's own story. The link between the funnels is a story. How I got into it, is a story. It's all storytelling. If there's one thing that you can get good at, it's storytelling. Okay?

You can screw up 90% of your funnels, right? And be good at storytelling and they'll still work out just fine. Right? Why? I'm not making that up, okay? I've seen a lot of people with their funnels look like straight up trash, but that's fine. They sell like hotcakes because they're good at the story part. And that's the reality of it. It's not so much what the funnel looks like, it's can you evoke emotion in those who are coming to your pages?

Can you evoke over your business? Can you evoke emotion? If you're just another faceless corporation and literally your entire company is represented in a single logo, people are not in love with you. They might be in love with some outcomes that you get. But then if another person comes along and can beat you out, they'll start comparing you on features rather than emotions. Okay? That's super important what I just said.

If you want to be compared by features, don't tell stories. Right? And what I'm saying is someone will always be better, faster, stronger, right? And you might be number one. That's great. That's awesome. But man you will fight tooth and nail to stay there which is great. And you know I'm fighting tooth and nail to try and be one of the best funnel builders in the world. And that's what I'm doing. And I have tons people asking me to build their funnels, and I cannot accept them.

Way too much going on. But I ... That's the whole reason for it. Get good at telling stories and you'll have to sell hard ... You'll have to sell hard less. Get good at marketing, and it negates some of the need for hard sales. Get good at telling stories and you're not going to have to compete on features. Right? Because there's an emotion behind it. You know what's interesting is as I was launching this webinar, and I'll end it here. As I was launching this webinar, there were ... The very first week there was a whole bunch of issues with it.

I mean there's tons of issues with it. I knew that. And my customers knew that. And they were willing to stick through some of the weird things. Some of the tech issues I hadn't figured out yet, or just hadn't put any attention to yet. They were willing to stick through that stuff because of the emotional connection they have felt with me through these podcasts. Right?

I'm still on an MLM product and it's doing really well. And I've got a whole separate MLM show and because I have created that connection with those people, I hardly had to sell them very hard at all. Right? Hardly at all. And the weird stuff, that's the whole point of it. Guys, I just had my router, or modem get moved up into my actual office here where my computer is because my speed was slowing down. You know my router was ... They just barely left actually.

My speed was slowing down because it was in the other room, another floor actually. And so it was cutting my upload and download speed in half, and I was frustrated. I'm not going to lie. And I was super frustrated.

And when I called them, this lady just chummed it up and chatted with me and talked about where I was from, and the people that showed up on the doorstep, they came and they ... When they switched on the stuff they were awesome. And it wasn't just about the business. They took the time to treat me like a human being. Like a person. Like someone they would want to actually talk with. And it was noticeable to me. And I've actually sat and reflected on it here earlier this morning. And it was like, huh. You know what?

I was actually totally fine, and I was more understanding because of the stories that they brought me through. Both my own, and their personal ones back and forth and that's what brought the connection. That's what brought the emotion. And I was willing to actually put up with some stuff that was a little bit weird, that frankly if I didn't want to put up with, maybe I wouldn't have needed to. Right?

But I did put up with it, and now that everything's fixed it's fine. It's great. Everything's awesome. It's fast. The internet's great. But it's because of the stories, and because of the emotional connection. And if people are continually bombarding you with these features like, "Well this is faster. This is better.

This is ... What about this? Can I get a cutdown here?" It's because they have no connection with you. Start telling your stories. Don't be afraid to talk about your pants ripping. Or don't be afraid to talk about the way you got into this. Just publish. This whole funnel game guys. All of it.

That's what I'm trying to say. Anyway. I feel like I'm saying the same thing over and over again. But you can screw up on your funnels in a major way, and be good at publishing and storytelling and you'll still do great. Okay?

That's like being insanely ... That's what funnel is. It's a story. It's a progression. Sometimes people have great conversions on their pages, and I start to looking at them and it's like, "Well it's because you're just talking to me like I might be a potential sale. You're not actually talking to me like a human being.

What's the story here? What's the hook?" Okay, that's another word for it. "What's the hook throughout the whole thing?" The hook of the headline, the hook of the sales copy. Anyway. Anyway, that's what I'm trying to say.

You guys, I hope that makes sense. And what I would do as far as an actionable thing from this episode. I would sit down, and I've got an actual whiteboard right back there, and I just put down storylines of all the things that are going on in my life. And when I'm like, "Ah, you know I kind of want to put a new podcast out there. And there's this principle I want to describe.

Cool, what story can I wrap it in?" Right? Get good at story telling. Get good at that piece. And what I would do is if you're like, "Hey Steven, I really want to start publishing," I would seriously challenge that and invite you to reconsider. But if you're like, "Hey I really got a ... I want to practice. I don't feel like I'm good enough at this yet," just start I mean ... Start telling other people's stories, okay?

My dad is actually super good at this. So as a kid, he would just tell us random stories all the time. I didn't realize this until literally right now. And he would just tell us stories all the time.

And he would make them up right off the top of his head, and they were completely imaginary. But he helped me get good at storytelling because of how he would do it all the time. And then it would be our turn to tell a story. And he came over ... He was over here like a week ago, and I noticed he was doing it with my kids. And I was like, "Huh." I don't think he realized what he was doing with me when he did that.

But he lays down on the floor with them, and they're all just kind of looking at the ceiling and he just starts telling a story.

And seriously it'll be about my two girls and a make believe kitty. And they go on an adventure. And there is conflict. And there's resolution. And it's literally, it's an epiphany rich story. I don't think he realized that that's what he was doing.

But that is it. Okay. And then at the end, he'll ask my little girls to start telling a story. And they're four and two. Right? And they're practicing ... And of course the plot and the conflict, and the characters, and all that's not that amazing. Of course it's not. That's totally fine. It's just getting in the habit of it.

Coming up with the imagination piece of it is huge. If I was to go back to school, which I seriously doubt I'll ever do that. But if I was to do that whole piece over again, I would focus on storytelling. I would focus on debate. I'd focus on design. Right? I'd probably get the marketing degree again because I did learn some great things from there.

But that would be where the focus is. It's the ability to create. There's a book sitting right next to me, it's called A Whole New Mind. I recommend it to everybody. It's absolutely amazing. It's a book, it's by Daniel Pink. The subtext is Why Right Brain Thinkers Will Rule the Future.

And the context of the entire book, and the premise of the book is that, look, especially in Western culture, are you farming right now by necessity? No. Are you sewing your own clothes? No. Are you building a dam to create electricity? No.

Okay, the majority of the  basics for life are here. Right? You have to actually work to die of poverty in this country. Right? You do. In almost every country now there's welfare programs. It would be hard. You literally would have to do nothing. Okay? To try and make sure that you would die by starvation. Right? There's programs. It's hard to fail. Okay?

Because of that it is such a huge crutch. Okay? Huge crutch for a lot of people's progress because if the need really isn't there, then I don't really need to figure out how to make this whole business work. Right? I don't really need to learn about story telling. But the whole premise of the book says, look, there's so much that is actually taken care of for us right?

The left side of the brain, the very analytical side, factory work style. The future belongs to the right brained thinker. The storyteller. The creative. I'm inviting you to learn how to do that. To learn how to be a creative. Okay? And if you're like, "Ah I don't know how to be creative." Guess what? I didn't know how to do that stuff either. Okay? Pretty sure my dad stimulated a lot of that by just telling lots of stories. He'd do it at dinner about his childhood.

He'd do it at bedtimes. And he'd do it all over the place.

I had no idea. I had no idea until literally like just a little bit ago as I started watching the way he would interact with my girls. And I was like, "Wait a second. This has been like a patter throughout my life." And I wish ... Anyway, I'm just glad I recognized it early on. Tell stories.

Even if they're complete make believe, tell stories. Get good at telling stories. Marketing is story telling. Okay? It's the transfer of belief by changing the story inside someone's head. That's all it is. Okay? And your ability to do that is like ... It takes the cake on 90% of the stuff that I teach in this podcast. 90% of the internet marketing world, okay? Just get good at telling a story.

Anyway, I'm saying the same thing over and over again now. I just hope that makes sense. And I want you guys to go through and start doing that. And like I was saying before, actionable stuff, guys just start keeping a list of the things that are going on in your life. The little storylines right?

And if you look at ... Inside expert secrets, right? What makes a story is a character, right? And a plot, and a conflict. I think those are the three. And just start coming up with that. You're the character. What's [inaudible 00:24:49] storyline? Where's the plot? Where's the conflict? Where's the resolution inside of it? And then boom.

Just keep coming up with it over and over and over again. Script writing, I'm not amazing at script writing. But I'm pretty good at storytelling. And because of that I have gotten by pretty well with it. And I did a lot also when I was a ClickFunnels employee. And at least the basic foundation of a lot of those things that I would write would be okay. Especially by the time I left.

And they would be just edited rather than scrapped completely because of the storytelling. It's the storyline. The funnel has a story. The page has a story. It all links together. They're all one big story. And it links into your origin story as to why people should get there.

Anyway. Sorry to keep saying the word story. Story story story story. So go think through the things that are going on in your life. The things that are strength, the things that are weaknesses, right? But more importantly, your differences. All right? I just told you that I ripped my pants on stage, and it was awkward. And it's because I don't care.

It's because it develops my attractive character. You literally have more a bond to me now emotionally than before I told you that. Okay? It takes me and makes me a more real person inside your head. Right? I know that's what's happening. Anyway, start doing that to your own people. That's all I got for you guys. Talk to you in next episode. Bye.

Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? Go to SalesFunnelBroker.com/freefunnels to download more prebuilt sales funnels today.

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This is probably one of my favorite principles from Ready, Fire, Aim…

Hey, what's going on everyone? This is Steve Larsen. You're listening to Sales Funnel Radio.

Welcome to Sales Funnel Radio where you'll learn marketing strategies to grown your online business using today's best Internet sales funnels. And now, here's your host, Steve Larson.

Hey, how you doing? Got kind of a cool episode here for you. It's been busy, busy, and I've been loving it, been enjoying it. I am doing a lot of cool stuff. There's going to be some neat updates with this podcast coming up very shortly, which I'm very excited about. Neat updates with the podcast. This is going to be ... I've got a cool gift for you guys. I'm so excited. I think I have found the right person and hired her and, she's doing some amazing stuff for me with this podcast. So, coming soon there will be something pretty amazing.

Hey, I've been traveling a lot lately, and I was on an airplane. I don't know what it is about airplanes. I love putting headphones on. I pretty much have headphones on all the time. People think that I'm really shy and a bit of an introvert, which is slightly true. But anyway, I was sitting on an airplane, and I love getting out a legal pad, just a blank legal pad and a pen. And, I just think. That's it. I just sit there and I just think.

And I'm listening to awesome music. I got these cool noise canceling headphones. I slip them in noise cancel mode, and, I just sit there and I listen to awesome music, and I just think. And I just designing out whatever funnel or offer or marketing thing that I want to.

And so, I was designing out this really awesome funnel, which you guys will all see shortly because I think it's something everyone could benefit from. And so I have been building that, and I've been putting it all together. It's been a lot of fun, but one of the things I was thinking about as I kind of started studying from different books, and I was putting the pad down and grabbing different books. You guys know that I've been talking a lot of about Ready, Fire, Aim lately.

And guys, the way I read books is very weird, and I know it is. It takes me a solid, solid month to get through a single book if I'm actively reading it. If I'm not, I can be on the same book "for like three months", which is so true, and it's kind of sad. But the reason why is because, if you look, I'm holding a page right now. It is marked to death. So much so sometimes you can barely even read the words that are on the page.

Anyway, I don't know if it's necessarily a good thing, but I think about all the things ... That's the reason why, if I want to actually read a book cover to cover, "read it", I have to listen to it. Otherwise, I stop, I think about it, it connects with other ideas, I draw it, I remember three or four quotes from some other thing and I write them down, I hook them into the book.

And you know, that's the way I read books. Because of that, I was a very slow reader in school, and so, all I would do is I would find PDF versions of someone's book, and I'd go load it into like, an eBook reader and play it at like, four time speed. And that's literally how I got through all school. It's because of this. I think it's a cool problem. It's not necessarily a problem. I don't think it's a problem at all, but, it certainly keeps me going very, very slow.

So, I'm on page 119 and, I've been there for a long time...

Anyway so, I was sitting on the airplane, and I had my pen and paper out and, I start reading this paragraph from this section. And the reason I like to do so much is that, I know that when you learn and when you have ideas that come to you. When you combine them with other stuff, that's really how you learn anyway.

And so, I'll see them in my head by drawing pictures. I'll see them in my head by ... I mean, yeah. Little diagrams. I underline certain words, certain things like that. I star things all over the place. Weirdly enough, I imagine myself teaching the principal from stage, a lot.

That is actually, something I do a ton...

So that, by the time you guys are hearing it on the podcast. A lot of times, I've said it already. Both in my head, on stage, sometimes, actually on stage, probably, in two or three Q & A groups that I do every Friday, that some of your guys are a part of. And so, it's very, very in my head. And when I need to, it just bubbles up, and it pops up, and I use it in the future. And, it's honestly, one of the ways that I'll go learn new stuff. Most of the time I don't just learn for just whatever. I don't learn generically. I learn very, very specific for whatever problem I'm on right now.

So, I'm very, very selective and almost protective of myself based on what I'm going and learning and studying because I don't want to get distracted about stuff that I don't need to be using right now, you know what I mean?

Anyway, so I want to read to you this one thing though. This is very, very powerful, and I think it's one of the major reasons why some people ... they're not where they want to be. Anyway, so I want to read this real quick, okay.

So, this is in Ready, Fire, Aim. It's page 118, sorry. It's a few paragraphs down, and this is what it says. "So, though your primary focus should always be on customer service, you're quantifiable goal as a stage one entrepreneur should be to acquire as fast as possible what we call a critical mass of qualified customers, the number of loyal customers you need in order to make all or almost all of your subsequent selling transactions profitable."

Let me say that one more time. "You're primary focus should be on customer service. Although it is, the actual goal is to acquire as fast as possible a critical mass of qualified customers."

Follow me real quickly on this one, okay? So, you're acquiring a critical mass of qualified customers, right? All right. Once you have a good number of qualified customers, you will 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. Hmm. That's fascinating, isn't that?

So, let's think through that here real quick, okay? I'm like stuttering right now, sorry about that. I've got a billion ideas and my heads getting in front of my mouth, sorry about that. Okay so, first what you're doing is, you're grabbing a ton of customers, just qualified customers, as many of them as you possibly can and, as fast as you can.

What you're doing is, the reason you're doing it is because, you're acquiring the customer with a product so that ... A buyer is a buyer is a buyer is a buyer is a buyer is a buyer, right?

We all know that, right? What he's doing, what he's saying here is the reason you're doing that is because all the subsequent sales that you are trying to make to your existing customers, they're far more successful because they've already bought from you in the first place. That's what he goes into and talks about here.

And he goes through and he talks about ... This is interesting. On the very next page here he ... I hope you guys are okay that I read certain sections and passages to you. I hope that's okay.

Anyway, on the very next page he's talking about a consultant that sent him this email, and he said, "Although your eyes glazed over when you looked at the convoluted formulas in my spreadsheet that modeled allowable order costs, you immediately understood the dynamics of generating long term profits through the development of large circulation, low-cost products sold at a loss on marketing by upselling high-end products through this larger base."

In layman's terms and in English what he's saying is he goes and he's suggesting to this company basically a tripwire funnel. He is going out and that's what I drew right next to it. He says, "Look, here's what you need to be doing. You need to go out and you need to create long-term products through the development of large circulation, low-cost products sold at a loss on marketing by upselling high-end products through this larger base." So, he said, "Go and create this huge ... Acquire as many customers as quickly as you possibly can."

You get them in the door just so that they're in the door, and you might go and you might actually lose a little bit of cash on them. That's fine. Why? Because there is a followup sale. There is an upsell.

Now, because of the funnel world, because of the upsell world that we live in, we know that could happen immediately. This company, though, was talking about it as though they need to go in the hole for quite some time. We know because of funnels, because of tripwire funnels, because of upsells, downsells, all the different things that you can offer. You can make that second sale immediately right after you acquired them. That's why the book funnel works so well. Right?

The two-step tripwire funnel, or the low ticket eComm funnels, where the first product or two in the funnel are loss leaders, where you're going in and you're saying, "Hey, look, just have it. I'm just trying to help you practice take your credit card out when you see my name, my brand, my product. Oh good, you did. Here's something else." And the percentage of people who will buy from you goes through the roof because of that.

I love what he said in this. I think it's fantastic. So, I started thinking through how can I acquire as many customers for my current product that I'm selling right now as fast as I can, because I'm not building a tripwire funnel for a while, and I'm not going to, and it's on purpose, and it's gonna be quite some time before I actually put a tripwire in front of it.

And you guys all know why. I start at the middle of the value ladder. It's the core of the business. We've done a lot of cash so far, which is great, fantastic, but I could not have done that cash if I was focused on a tripwire funnel. I would've done maybe a couple grand vs. nearing a hundred grand. You know what I mean? Which is what we're doing now. It's just awesome. Okay.

You guys know my philosophy on that. It's the start in the middle, move to the back, and then go to the front. Sometimes you can go to the front second, but usually it's third depending on the business. I know some of you guys are in eComm, and you're like, "I'm not gonna do that". That's fine. That's fine. Just figure out a way to charge more money. That's the biggest takeaway that I'm trying to say.

So, here's what I did. As I started thinking through, here's my current webinar numbers, and I started thinking through how do I acquire 1,000 buyers as quickly as I can, as fast as I can. Why? Why? So that when I put a high ticket, back end product in front of them, there are enough customers to make a significant difference in my wallet. Right?

It's the coolest thing, guys. It's the funnest thing. Every time we put a hight ticket application style funnel on the back of an inner circle member's value ladder, it doubles their business. Right? But it only doubles their business if they have a certain number of qualified buyers, when they amass ... What did he call it? He called it a critical mass of qualified buyers. Right?

You have to do that. You have to do it. That's how this whole thing works really, really well. That's when it explodes. That's when it takes off, and there are really, really easy ways to grow big lists quickly. There are really, really easy ways to do this with starting out with not list, with the current list. You know what I mean? Start acquiring the list if you don't have one

Anyway. So, I wanna walk through this right here real quick. These are my current webinar numbers, and I kind of worked backwards on them thinking through how to actually get this done here.

Okay. So, if I want 1,000 buyers and I currently close anywhere from 6% to 15% on the webinar, and I know that's a huge spectrum, but the reason why is because usually it's anywhere from 6% to 10% on the webinar, and then another however many percent during the followup series.

So, I don't totally know the exact number yet. I've only done it live three times so far, but somewhere around there. It goes anywhere from ... I've had it closed even like as 25%, but then on some of them like 6%. You know what mean? So, there's a spectrum, so I'm just gonna say on average.

So, let's say that I want 1,000 buyers, and I close at an average right now of, let's say, 15%. That means I need 6,667 people to hear the pitch. Okay? I'd literally need to pitch ... There needs to on the stack section of the webinar I need almost 7,000 people to actually hear it in order for me to close at 15%. Okay? I get about a 15% to 20% show up rate from those who register, which means I need 33,333 people to register on my registration page.

That's how many people I need to register on the page for 15% to 20% to show up, which allows me to have about 7,000 pitches, which allows me to have about 1,000 buyers. That's about how the numbers shake out give or take a bit because obviously that's fluid.

Now, I'm spending on average anywhere from $4 to $8. It averages out pretty strongly around 5 to 6, actually, $5 to $6 per registrant. So, that means I'll need to spending about $166,000 on ads to get 1,000 buyers. That's actually not bad. For a $1,000 product, that means I'm giving up 16% of my $1,000 to acquire the customer. That's not bad. That's not bad at all.

I'm about to turn on this affiliate program here, and I'm giving away 25%, so you get $250 for every thing that you help me give away, that you help me sell. Let's compare that real quick. So, I started thinking, so I was like, "Wait a second. 16% in ads to acquire an individual vs. 25% to an affiliate. Why would I give 9% extra to an affiliate?" So, I started thinking about it.

This is all on the airplane, and I'm sure the person next to me thought I was a freak because I was writing ferociously. Something about hight altitudes, the pressurized cabin, and fast paced music. I don't know. But anyway.

There's 16% in my ad spend to acquire a customer, 16% of the total revenue to acquire the customer. That's not crazy. What am I ... That's 84% product margin. That's freaking awesome. Tell me another industry that you can get that in.
In school, I was part of a student run business. We built it from scratch. I was assigned to be in the food business.

I am not a cook. I am not good at cooking. I know that...

Other people around me know that. But that's what I was assigned to. We were making 8% to 10% business margin overall, and the professors were freaking out how amazing that was. I was like, "8%?" They're like, "Do you know how amazing that is? That's great. That's huge. Oh my gosh." I was like, "Oh my gosh. I'm not going into the food business. That's good for the food business? Oh man."

Anyway. So, that's the reason I sell what I sell. It's on purpose. It's very much on purpose because I want to choose products where there's high perceived value so that there's more margin so that I can spend more to acquire the customer plus also bring more profit into the business. Does that make sense?

Anyway. So, 16% of the sale is what I give up to acquire a customer when I spending ads. So far, that's about where they're shaking out. And I think that's not 100% always gonna stay there because the ads are getting better, we're finding sources of traffic. We just got offered a huge list to go promote to. But that now goes into the affiliate side, right? So, I could do 16% of the sale for ads or 25% of the sale for my affiliates.

Now, why would I do that? Why would I not just continue to acquire customers just through ads and save the extra 9%? 9% of a thousand bucks, that's starting to make a dent over scale, right? That starts to be a lot of money. Here's why. Speed. If all we care about is average cart value, which right now my average cart value is $997, and cost to acquire the customer, cost to acquire ... Until I read this passage in this book, just this last little bit here, I always thought of cost to acquire as dollars cost to acquire, and it's not. It's also time cost to acquire.

I could go out, and I could keep spending 16% on my ads to actually get people in the door. Right? And it would be good. It would be great. But man, if someone's already amassed a huge group of people and I want just this huge influx of people, why would I not go really quickly, just go and even give up extra margin to get a huge influx of people to come in? Why? Right? I'm acquiring as fast as humanly possible my critical mass of qualified customers so that I can give them the upsell easier. Okay? That's why. That's why.

Cost to acquire is not just about dollars. It's also about time, and I realized that while I was sitting on the plane, and I was like, "Holy crap. Why have I never ever thought of that before?" That might be a no-duh thing for you guys, and it might be, but man, I had never thought of it before.

So, think through, you guys. Think through...

You might be having great ad spend. Everything might be great. Everything might be profitable, but take into account the consideration that you might actually, if you get customers at a faster and faster rate and the time to get them in is drastically reduced, you might just be getting them in that first time so that you have this awesome base to be able to sell your next thing to where your massive profitability is. Right?

This little strategy right here, oh man. In my mind, that takes the place of any source of VC funding that could ever be needed because that's exactly what VC funding does. Let's go get a huge influx of cash from someone. We'll go borrow a ton of money from somebody. Then what we'll do is we'll start spending ad money in different places to acquire the customer.

So, there's a J-curve, right? You go down in the hole, and you owe tons of money, and you're not profitable yet, and you're spending more money than is coming in. That's freaking scary, by the way, which is another reason I hate VC funding. That's freaking scary. And you're spending more money than is coming in, and then eventually the hope is that you guys figure out enough how to acquire a customer as you go to eventually reach profitability where you're making more money than you're spending, then you actually make more money than you ever borrowed, and then you eventually go sell it off and do roll ups and all these different kinds of strategies. Does that make sense?

That's scary in my opinion...

What I just said in my mind takes place of all VC funding. Okay? It's the whole reason the tripwire funnel works. You're getting in there at the bottom of the value ladder. You're not trying to make money. You're trying to break even. You're acquiring the customer, you're training them that you're a good person to buy from, you're training them how to pull their credit card out, you're training them on your culture, you're training them that you're the attractive character, the charismatic leader, that there is a cause, that this is a viable business so that value ladder step number two you're pure profit.

You don't need to reacquire them. These people that are buying from you right now, I don't need to reacquire them they're in my home. You know what I mean? And those who didn't buy, they're on my list. I don't have to reacquire. I own that traffic now. Someone else owned it, Mark Zuckerberg, I paid him some money, he gave me some of his traffic, some of those people joined my list. I now own that traffic, and because of that I control that traffic through ads, and then now I own it. Sorry.

I own the traffic. I was talking about a different strategy. I own the traffic, but now they're on the list, and I can start promoting my upsell thing to them. So, what I've been doing ... That was a lot. Hopefully that's okay. What I've been doing is I've been trying to think through what my upsell is. Okay?

I've had seven MLM CEOs ask me for this product over the past year and a half. Especially this last little bit as we actually launched it, tons of people have been asking for it. I know it kicks butt, and I have a lot of people ask me, "Steven, why did you choose MLM?" Well, it's because I know what I do is extremely blue ocean for that market. Okay? I know that if I go play the card right and I get it front of enough people, if I can just get that first 13%, 17% to just take on this possibility, man, we just changed an industry.

That's what I'm trying to do. That's the reason why. It's because I know there's people in there who are buyers. I know there are people in there who understand funnels, and I want them to come get this product so that it's proven, those people can see it so they understand that this is actually a very viable thing. And it's very much on auto-pilot more than people realize it is when you use what I'm teaching.

Anyway, that's what I've been doing guys, is I'm going through ... And what I've been doing is I started thinking through, the question then became for me as I was sitting there is, okay, how do I create a low ticket, mass circulation product like he was talking about, a low ticket, low cost, mass circulation product that can get pushed out to tons and tons of people to help me acquire a customer even faster and faster and faster. That's the reason were written.

I know Russell could've sold click funnels just by selling click funnels and nothing else, but the speed was greatly increased by putting low ticket, high circulation products in front of click funnels. That's the reason that he's able to shortcut and skirt out everything else.

Anyway, massive, massive, super, super cool stuff. There guys. Hopefully that made sense. If you wanna re-listen to that, go for it. All I was trying to say, though, is actually I worked backwards, started thinking through ... Here's the application part for you guys for this is start thinking through what's the number of customers that I think I need that lets me have a critical mass of qualified customers. What's that number for you?

Start thinking that through. What I would do is I would start thinking through what percent of them do I need to buy the upsell to really make substantial increases in my wallet? That's what I would do. And for me, I know if I just have 100 people, just 10% of the people who are currently buying from me buy again my high ticket thing, that's gonna be a substantial boost in my wallet.

So, my number is 1,000. Not only just because it's 1,000 buyers at $1,000 is a million bucks, but also because I think I can get 5% to 10% of them to get my high ticket upsell thing even if it's only $10,000. And that is awesome. That's awesome.
So, anyway, that's what I'm working on right now.

That's what I've been thinking through is the low ticket, large circulation products. It's not my focus, but I'm trying to detect and be a good detective of the market. I'm trying to figure out what they want those products to be that will help me acquire buyers really, really quickly. I'm focusing solely on my webinar. I'm not moving from it.

Guys, I'm spending 24/7 on a single funnel. It blows my mind when people are building tons of funnels at once. I can see building maybe two funnels, maybe three if these are low impact funnels, but product funnels? Man. To really pull one off, especially if you don't have a big team like I don't ... I'm mostly doing this on my own right now, and I'm trying to find good people. And I got something cool coming up for everyone else, too, about that in the future here.

But start thinking through what those things are. How do I acquire customers quickly. How do I focus on being profitable really quickly out of the gate, which is why I charge what I do, which is why I do it. You know what I mean? That's what I would start focusing on. Start asking that question. Middle of the value ladder, then either go to the top or the bottom based on what the market's telling you to do. And they're telling you what to create on those front ends. You're not coming up with it on your own. They're telling you, and it removes the risk.

And doing it this way removes the need in my mind of having to get VC funding because if you can figure out what those front end products are that acquire tons of people at once ... The reason why I'm not starting with that is because I don't want a ton of customers all at once and then not have the core of my business be proved out yet, so I start in the middle. Right? Then I'm thinking through all those things in the back. Hey, here's how you actually do it.

Anyway. Guys, it was a long episode, and it was kind of deep. Hopefully that was okay. Someone said I've got all the people buying my product right now just to funnel hack me, which is very honoring and very flattering. How's it going guys. That's nice of you. Appreciate it. But someone sent me a message, and it goes, "I only have to buy your product for $1,000 to learn the deeper inner mind of Steve Larson? Heck yeah I'm in." I was laughing about that. That's a scary place, man.
Anyway. Hey, guys. Hope you're doing great.

Go crush it. This is a fun game...

Don't overwhelm yourself with all the steps, just do the one step in front of you. Don't worry about the other hundred that are in front of you. Worry about step 100 when you just finish step 99 and keep it simple in your head and just focus on the one step in front of you. Don't get distracted and build yourself a sweet funnel.

All right guys. Talk to you later. Bye.

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