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    Business

    Sales Funnel Radio

    My first 5 years in entrepreneurship was 34 painful product failures in a row (you heard me).

    Finally, on #35 it clicked, and for the next 4 years, 55 NEW offers made over $11m.

    I’ve learned enough to see a few flaws in my baby business…

    So, as entrepreneurs do, I built it up, just to burn it ALL down; deleting 50 products, and starting fresh.

    We’re a group of capitalist pig-loving entrepreneurs who are actively trying to get rich and give back.

    Be sure to download Season 1: From $0 to $5m for free at https://salesfunnelradio.com

    I’m your host, Steve J Larsen, and welcome to Sales Funnel Radio Season 2: Journey $100M

    Advertise

    Copyright: © 2016+ All Rights Reserved

    • Apple Podcasts
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    • Spotify

    Latest Episodes:
    SFR 269: Dana Derricks Shares The Biggest 'Dream 100' Mistakes Aug 16, 2019
    Show notes

    I have a very special guest on today, a dear friend of mine, someone I look up to and learn from constantly…

    I’m very pumped about what he’s gonna share ‘cause it can really shift the dial on your business…

    In fact, Russell called what he teaches…

    The foundation of our entire company.

    #ClickFunnels

    You’ll know him as The Category King of The Dream 100.

    He’s also a…

    • Goat Farmer
    • New Father

    Welcome to the show, Mr. Dana Derricks. How are you doing, man?

    Dana: What's up, man? Hey, thanks so much for having me back, I can't believe it.

    Steve: Yeah, I'm excited, it's NOT too often I bring someone on twice to Sales Funnel Radio, (kinda as a policy almost)... I'm excited you're here.

    Dana: Awesome, man, let's do it. [chuckle]

    Steve: Well, hey, the show has grown like crazy since you've been on, I think you were on like literally 200 episodes ago...

    HOW DID YOU BECOME THE DREAM 100 GUY?

    Dana: Oh, man!

    Okay, so first of all, for everyone listening for context, (in case you haven't listened to the other 200 episodes)...

    Stephen makes that seem like it’s NOT a big deal… but 200 episodes for Stephen, that's like two weeks, so I was on like 200 episodes ago…

    For everyone else, that's like 10 years' worth of content, so yeah!

    I'm super excited, I can't believe you're 200 plus episodes in man, that's bravo...

    Steve: Crazy.

    Dana: Yeah.

    Steve: Thanks. [chuckle]

    Dana: Okay, sorry, I didn't wanna gloss over that.

    Steve: No, I appreciate that, thanks.

    Dana: Alright, so how I kinda became the Category King of the Dream 100 is - man, it's like ironic, right?

    So I first learned about the strategy or discovered it from Chet Holmes and his Ultimate Sales Machine, he had a chapter on it.

    That was NOT enough…

    I'm like, "Oh my God, there needs to be a book on this thing" and I looked…

    I thought there'd be 10 books on it, and there weren't, so that was like, "Okay, we should probably change that."

    It wasn't long after I created my first Dream 100 List, like my actual intentional thing, right?

    'Cause a lot of people, I’d been doing it without knowing and so...

    Steve: Sure.

    Dana: I finally knew, and I was like, "Alright, I'm gonna do it for real."

    I put Russell Brunson's name as number one

    ...and fast forward, built a relationship with him, through the whole Dream 100 thing, and it was him, he was the reason that I became the Category King because of an interview I was doing with him.

    I asked him a question, I said, "Russell, what is the ONE MISTAKE you made in your business that you wish you could go back and fix?"

    And his answer shocked me. I was NOT expecting it.

    He said, "I wish I wouldn't have run around for so many years trying to be everything for everyone. I wish I’d planted my flag in the ground as the funnel guy like years ago."

    ...and he didn't even finish his sentence, and I knew, “that means I need to go plant my flag.”

    By the end of the day, I was, in my head, Mr. Dream 100. I was like the Category King already!

    Then I went all in and did all the stuff that you need to do to actually be that.

    Steve: Which you were already an expert in...

    I mean for everyone who doesn't know, I was sitting in the room, and suddenly, Russell's talking about this guy ‘Dana Derricks’ and I was like, "Huh! That's crazy."

    He's like, "Yeah, look, he sent this to me, did this to me, come on over here," and then suddenly, I saw in Russell's calendar behind his office, "Rewrite ClickFunnels' homepage copy with Dana Derricks."

    I was like, "What!"

    Dana comes flying in..., and it's where I learned how to do the whole piece of paper on the floor thing... that's how I brainstorm!

    I mean behind this screen right now, that's precisely what I'm doing…

    ...because I watched you do that.

    I mean you were already such a master at it by that time.

    Dana: That was one of the best weeks in my career coming out there, that was so much fun, and you're a huge part of that.

    For you guys that are listening or watching, I don't know if somehow we can, (in the notes or something), get that picture of you in that chicken suit. [chuckle]

    Steve: Okay, I'll find it.

    Dana: So yeah, I won't spoil it but maybe we could actually...

    Man, we're gonna see each other in a month or so, maybe we could get that thing dusted off, pull it out of the closet.

    Steve: It's right over there. [chuckle]

    Dana: Okay. Yup, yup, yup.

    Alright, keep listening everybody 'cause at the end of this episode…

    We're gonna reveal how and where you can see the one and only Stephen Larsen wearing a full-grown chicken suit.

    Steve: I think it's a great idea. [chuckle]

    Dana: Yeah, awesome. Oh, yeah.

    Steve: So you go in, and you realize, "Oh my gosh, I have this talent."

    Russell says, "I didn't focus enough in my early career," and you planted the flag, "This is what I'm gonna be," (and it's cool because there isn't really anyone doing that yet at all)…

    So what did you do from there to kind of become The Category King in everyone else's eyes?

    Dana: Yeah, so I think it starts with…

    You do have to have a level of confidence and certainty to deal with the imposto...


    SFR 266: Types Of Entrepreneurs... Aug 06, 2019
    Show notes

    I can't stop my brain.

    For years, I tried to be like, "Okay, it's nighttime, I'm gonna go try to calm down and wind down."

    I don't do that anymore…

    Now, I just try and redirect my noggin...

    WHAT IS ENTREPRENEURSHIP???

    So... I was on vacation, sitting in a hotel room... my wife had taken our kids on a little walk. I had stuff on my mind, so I decided to take an hour or two to write a post...

    … and it turned into this thing that was pretty awesome.

    BUT when I posted it (and it was a huge lesson for me), something happened that made me laugh!

    ... it was actually a mistake, that I will NOT make again 😂

    Here’s what happened…

    I needed a picture for the post, so I took a picture of me speaking on stage for Two Comma Club X coaching program at ClickFunnels.

    I was wearing a shirt (that we will definitely be selling) because EVERYBODY talked about the shirt - NOT the post.

    It took me two hours to write that email, (and it was so good), and EVERY comment afterward was about the shirt I was wearing…

    • Oh my gosh, I love that shirt!
    • Where did you get that shirt?
    • That's a cool shirt!
    • How do I get that shirt?
    • Should I Google that shirt?
    • Where's that shirt, where's that shirt, where's that shirt?

    There was NOT a single comment about the actual post itself.

    This is a classic example of the market telling you what to do.

    I was laughing pretty hard. I was like, "Oh man, that's funny.."

    Next time, I'll choose pictures more carefully so that people read the post - 'cause it was some good stuff.

    So, scroll away from the shirt pic… ‘cause I’m gonna share what I wrote in the email, (before *the shirt* sabotaged it)... because I think there's some power in knowing why I write emails in the way I do…

    GETTING SURGICAL WITH STEVE

    There are two things I do spend A LOT of time doing…

    1. Content Creation
    1. Email and Post Writing

    Whenever I start writing a post, I really wanna go all in and usually, it'll take me a while - an hour per post is not abnormal...

    For me, it's surgical. Like... "Oh man, it seems like people are struggling with this concept. Boom! Let's do that.”

    I have a team of writers and a big content team now, (#Amazing) - their role is to go a little more broad stroke teaser based on the content that I'm promoting.

    But when I write stuff, I like to dive in deep...

    INTO THE SHARK TANK

    Recently, I've been watching a bit more Shark Tank.

    And it's funny…

    Someone from the corporate world might look at Shark Tank and see both the people sitting behind the desk and the person who's asking for money as an entrepreneur…

    … and technically, they're right.

    But I wanna go through and talk about the different types of entrepreneurs, so you can identify…

    "This is the kind of entrepreneur I'm trying to be."

    I want you to have a clear understanding of what each of these roles is likely to bring you.

    Obviously, I'm talking in stereotypes, I'm NOT talking about science-backed numbers here, however...

    These are very stereotypical ranges of income that I typically see happen for the different types of entrepreneurs that are out there.

    THE EMAIL - THE ENTREPRENEUR PERSONALITY

    Much of the business world is kinda getting carried away with the word "entrepreneur"...

    So that's how the email started…

    The subject line was ‘Types of entrepreneurs (or not)...’


    Much of the business world is kinda getting carried away with the word "entrepreneur"...


    And many are calling themselves an entrepreneur when they're really not...


    AND, not everyone is an entrepreneur, nor should we expect everyone to be.


    Free Market Capitalism needs different roles...


    AND THAT'S OK!


    But -

    I wanna share some insights on the differences (because an "investor", "fast food franchise owner", or "copy cat" isn't an entrepreneur).

    The term "entrepreneur", (the actual definition) is a noun and the actual definition of the word "entrepreneur" is…

    ‘a person who organizes or operates a business or businesses, taking on greater than normal financial risks in order to do so’.

    Now, I'll tell you, right off the bat…

    One of the reasons why the funnel game that we teach is so powerful is that you get to mitigate a significant amount of that financial risk if you just know how to build a funnel.

    1. You don't need to take on money
    1. This post may offend some people 😉

    WHICH TYPE OF ENTREPRENEUR ARE *YOU*?

    #1: THE VC-BACKED ENTREPRENEUR?

    The VC-backed entrepreneur is the type of person who walks up on Shark Tank asking for money. They're asking for VC, (venture capital)...

    i.e., they're asking for funding for their business...

    Entrepreneur, VC-Backed:

    Ow...


    SFR 265: My Typical Cart-Close Sequence... Aug 02, 2019
    Show notes

    Now, if you don't know…

    Cart closing is one of the most powerful things you can do for any product that you sell.

    I think one of the BIGGEST reasons why people don't sell as much as they should is that they are ALWAYS selling their product...

    If you just add in a cart open and cart close sequence you add a ton of urgency and scarcity…

    And something that may have left your potential customers feeling…

    “Hey, I can get it at any time...”

    … suddenly becomes even more valuable than it is … simply due to the addition of MORE scarcity and urgency.

    Scarcity and urgency are the easiest weapons you can pull as a marketer, and one of the easiest ways to create that is by closing the cart.

    MASTERCLASS CART CLOSING

    A few weeks ago, I decided to do a rerun of what I call the OfferMind Masterclass.

    The masterclass is a deep dive through six different steps on how to actually create and launch an offer.

    It's six sessions (two hours long), over three days - so it's two sessions a day... and that’s A LOT.

    ...it's a ton of fun and I love doing it… but it’s *EXHAUSTING*

    At the end of the masterclass, I said, “Hey, if you get this Masterclass, I'll give you guys a FREE ticket to my OfferMind Live event.”

    However, because I'm following the principles of cart closing, I needed to create a cart close sequence to increase the pressure.

    Now, a lot of people create a sequence to launch their product, but many people forget the close sequence.

    YOU’RE LEAVING MONEY ON THE TABLE

    I remember the first webinar I ever put out there, I created all these campaigns to promote it…

    • Go register
    • Go do this...

    There were all these sequences…

    I remember spending tons of time sitting at the computer thinking about what emails I could write that would create A LOT of registration desire, (which is very similar to buying desire).

    I wanted people to think…

    “Oh man, I wanna go register. I gotta go see that. I gotta have this!”

    As I went through and started creating these sequences, I realized, “Oh my gosh, I need to have a cart close sequence as well.”

    It's one of the ClickFunnels, Russell Brunson’s Perfect Webinar-isms to do that, and now,...

    I've become as obsessed with the cart close sequence as I have the cart open or promotion sequence

    I’m OBSESSED with how to create A LOT of noise around the cart close.

    I want people to know…

    • Hey, we're actually gonna take this away.
    • This isn’t gonna be around FOREVER!

    TEST THIS!

    I remember the very first webinar I tossed out that was a BIG success…

    I was playing with different cart closing sequence timelines

    At first, there were three days from here's the offer to let's go ahead and close the cart...

    And funnily enough, that actually felt a little bit long for me the sequence I use…

    • Hey, why don't you go buy...
    • Watch the replay…
    • Here's another reason why you should go get it…
    • By the way, there are only a few hours left...

    ...that's kind of one of the standard sequences you'll see in an info product launch, but you can use it for ANYTHING.

    Then I was like, “What if I tested 24 hours?”

    So a few weeks later, I did a live webinar again and I gave them 24 hours to make the decision to move forward…

    … and that was too fast.

    So I was like, “Alright, well, maybe somewhere in between…”

    Here’s what I found…

    Personally right now, whether it's…

    • An Info Product
    • A Physical Product
    • Some kind of Coaching
    • Consulting

    ...whatever it is, personally, right now…

    I like to close cart about 48 hours from the time that I give them the option to buy.

    Now, that doesn't mean that I won't reopen the cart strategically and make the buying sequence longer…

    But I will definitely close down a cart within 48 hours, and I recommend you do that too.

    I dare *you* to give it a go and then come tell me if it makes you MORE money.

    … because I'm pretty sure you’re wallets gonna get fatter just by you takin' your offer off the shelf!

    ‘Cause let’s face it, EVERYONE wants what they can't have...

    ... and so, usually, you’ll make more money.

    THE HOW TO...

    So I thought it’d be cool to share the 3x emails that I wrote to close the cart on the OfferMind Masterclass…

    I DON’T want you to sit back and approach this with an attitude of, “Hmmm, he used *that* maybe that's why the sequence worked?”

    *YOU ARE LOOKING FOR THE PATTERN*

    In fact, recently, I was speaking at an event and somebody walked up and said:

    “Stephen, I thought it was amazing that you went and you used this one sentence and then you switched the color from this to this … that's sooo brilliant!’"

    Basically, they...


    SFR 264: Paul And Stacey Martino Show How To Build A Solid Sense of 'Self'... Jul 30, 2019
    Show notes

    I think one of the hardest pieces of being an entrepreneur speed of evolution, right?

    I'm not even the same guy I was six months ago

    In fact, about a month ago, I was chatting with my wife, and she goes, "What's wrong? can tell something's wrong!"

    And I was like, “Uhh, I can just feel one of those phases coming up. I feel another major self-development phases is about to happen again, " and she's like, "Oh, okay."

    ...and she knows what that means.

    FINDING YOUR SENSE OF SELF!

    Being an entrepreneur means that you’re continually breaking and rebuilding yourself over and over again.

    One of the biggest issues I find in this game isn’t, “Hey, what model should I go try and execute?”

    That's NOT where people mess up anymore!

    People mess up in their actual execution of the model

    A lot of things I'm doing right now are things I first learned about funnels, (probably six years ago) before ClickFunnels was even out…

    I'm executing are tactics that I learned FOREVER ago, but I’m growing I developing, and becoming a NEW person, a NEW individual - at an intense pace…

    ...which can be kinda tough on ANY relationship!

    And who cares how rich you end up alone and hating yourself…

    RELATIONSHIP DEVELOPMENT

    Stacey and Paul Martino are the REAL DEAL. They’re kinda the unofficial agony aunts of Russells Inner Circle.

    Their programs have saved 10,000 marriages from divorce.

    Almost 50 percent of all marriages in the United States will end in divorce or separation…

    But Paul and Stacey have a 1% divorce rate from their programs - which is Super cool!

    They’re masters at helping people NOT just have a relationship with their significant other, but also with themselves.

    So I asked them to share about kinda a unique theme…

    I asked them how to become self-confident as an entrepreneur

    I'm NOT saying you need to lack self-confidence to benefit from what they’re about to reveal...

    However…

    Entrepreneurship is the best self-development course you NEVER opted into.

    And you’ll notice a lot of entrepreneurs, (the further they get into this game), have A LOT of confidence in who they are and their message…

    ... and it's MOSTLY because they've been through the wringer and gone through lots and lots of self redevelopments…

    And with that much rapid change in who you are, and so much growth and development, ‘ the self,’ and the core of who you are, starts to get stronger and stronger and stronger.

    So I asked Paul and Stacey

    • How do you gain a stronger self of self?
    • How do you gain self-confidence to actually execute all these models that I teach?
    • How do you grow rapidly while still maintaining your important relationships?

    PAUL & STACEY - THE INTERVIEW

    I’ve NEVER done an interview like this - this is a BIG deal in the entire history of Sales Funnel Radio.

    *This is a VERY powerful episode*

    You’re gonna learn how I’ve been able to do A LOT of things recently.

    So I want you to stop and take notes…

    If you're driving, pull over and take the opportunity to really take this in.

    I know it's a little sidebar, (maybe a long intro here), but you have to understand that while I teach so much stuff on the podcast, (and some of you guys have been very loving on that)...

    The biggest reason why people don't actually have success with this game is that they don't know how to be authentic with themselves and they have no relationship with themselves - so they can't trust their actions.

    So it doesn't matter what I teach, they can't even do it.

    So without further ado, I wanna welcome Stacey and Paul Martino, thank you so much for being here!

    Stacey & Paul: Wooh! Thanks for having us even, yeah. So excited to be here, yeah!

    Steve: I'm pumped, you guys are here!

    I'll be honest, I'm gonna be really jealous if everybody leaves my podcast to start listening to yours after this is over.

    Paul: That won't be necessary….

    Stacey: Everybody can listen to both! I listen to both.

    Steve: Yes, that's good, it's funny...

    So the Inner Circle meeting that we just all had together, immediately my wife and I watched your session again, (and, I think, a third time), it's just super powerful stuff.

    I'm really excited for you guys to be here 'cause it's exactly what I was saying in the intro…

    It's very challenging for people to learn to trust themselves

    I was the shy kid, and no one knew that I was this raging storm on the inside 'cause I was afraid of speaking.

    And so much of me doing this game, (I love it so much), is NOT just 'cause of the products, but because of the personal development that happens with it.

    I know that that may not be much of an intro for what you guys really do, so could you tell everybody what you do?

    Stacey: Yeah, awesome, so Paul and I are the founders of Relationship Development, and basically, Relationship Development is personal development for your relationship…

    Every single day we help people create their unshakable love and unleashed passion using our unique methodology where it only requires ONE person to do the work to transform ANY relationship…

    Our methodology works for:

    • Marriages
    • The Relationship You Have With Your Kids
    • Your Family Of Origin
    • Business Relationships
    • Clients

    SFR 263: Campaign Follow-Through... Jul 26, 2019
    Show notes

    A marketing campaign is nothing more than orchestrated noise around your product.

    Here's an example of how to keep a campaign going when everything is going well…

    A campaign is about creating orchestrated noise

    … that's my definition, but really that's all a campaign is.

    Running Facebook ads, that's NOT really a campaign. It can be part of a campaign, but it’s NOT a campaign on its own…

    Marketing campaigns are a dying art… which means MOST people are leaving money on the table.

    Think about this...

    We're no longer just in the information age, we're in the attention age where the loudest, not the best, is more likely to get paid.

    HOW TO TURBOCHARGE YOUR MARKETING CAMPAIGN

    Recently, one of my good friends, Josh Forti, did a cool launch, and he had me come on to promo this product.

    After our interview was done for the launch, he asked if he could get on my Facebook page to chit chat about the interview and do a little MORE promo around it.

    I swear one of the major reasons that people don’t do very well in this game is simply because they don't know how to do the second step that Josh took…

    ...which is why I thought it'd be cool to share the interview with you…

    I chopped it in different places and such, but you’ll see Josh ask some very general questions…

    Then kind of after each of my answers, he'd go back to, "Hey, we covered that in the playbook, click here."

    That skill is a very learnable thing, and it’s one of the easiest ways to get better results in your marketing campaigns…

    Because, here’s the thing…

    I see people with a...

    • Great Product
    • Excellent Funnel
    • Good Launch

    ... but then they don't follow through all the way, and it cuts their launches down.

    Campaigns are broken up into a lot of parts. I plan and put all the pieces together, and then, I ask...

    • How am I gonna get tension?
    • How am I gonna leverage the followings of other people to get attention?
    • Once it's in the middle of a launch, how do I keep the momentum going?
    • Once it's done, how do I keep that pressure moving as well?

    And, so I thought this interview with Josh was a great example of how to keep the pressure moving...

    So, when you launch your product, or whenever you're putting your stuff out; *REMEMBER* it's NOT just about the product or the funnel…

    It's about the noise.

    So you need to ask, “How am I creating that noise?”

    The success of your product is just as dependent on the noise you orchestrate as the product and the offer and the sales message itself.

    If no one knows about your offer, you're NOT making any money anyway.

    If you can't get anyone to even go look at your sales message, your product is already dead... so why did you make it?

    So I'm just giving this to you as an idea, so you can see like, "Oh, man, I should go do that."

    A follow-up interview whenever you interview somebody for a product you're putting out is NOT abnormal at all.


    Let’s cut over right now…

    JOSH FORTI’S MASTER MOVE

    Steve: On the other side of this wall here, there’s a whiteboard and I call it my "questions whiteboard."

    I believe that questions invite revelation, and that's good and bad...

    So…

    I have to focus on answering rich people questions instead of poor people questions.

    Because whatever I ask, I will likely answer.

    The purpose of the board is NOT for me to answer the questions.

    The purpose of the board is me to figure out which question to focus on answering.

    ...because I shouldn't try and answer EVERYTHING.

    It's funny you asked that; I don't know why, but it happens in the morning….

    I'm getting ready in the morning and my brain turns on, and I'm like, "Whoa, what about this idea?”

    Man, I'm not going to lie, I've run out in a towel before to write stuff down... like, “That's such a sick idea! Oh my gosh! I should try to answer that…”

    And I put it on my questions board... and I write, and write, and write…

    I have a BIG list of unanswered questions that I want to pursue.

    It's NOT that I'll sit down always and be like, "I have to answer this now," and just dive into my books…

    But, on interviews, because it's on my mind, I'll continue to clarify the answer to that question…

    I'll be like, "I think it's this."

    One of my favorite things is to go back and listen to those interviews and hear myself, and be like, "...that was probably the coolest I've ever explained an answer to the question on my whiteboard.”

    And so I go back a lot, and it's one of the coolest ways I figure out like, “Okay, that made sense, that didn't make sense. This was helpful, that was confusing.”

    And it's only honed me in what I do more and more.

    FINDING WHAT RESONATED?

    Josh: It's interesting how much you can learn about certain things that you say when there are clips of the crowd, (and they get the back angle)...

    ... and you watch everybody's heads go down


    SFR 262: The 3 Day Design Challenge Winner... Jul 23, 2019
    Show notes

    In this interview, I get to chat with the winner of my 3-day design challenge, Sal Peer... AND review his funnel. He did an epic job in this challenge…

    Here’s the backstory…

    Recently, I reached out to a bunch of designers and said, “Hey, I really need to create some Facebook profile frames…”

    You know when there are these massive events or movements where people put frames over the top of their Facebook profiles...

    I thought, “Why don't I do that for my groups!”

    So I reached out to all these designers and asked, “Hey, could you design some FB frames?”

    In full disclosure, when those designs came back, I did NOT like any of them.

    So I thought why not ask my actual audience design the frames instead, so I reached out …

    And it was *INCREDIBLE*

    We ran a 3-Day Design Challenge, and the prize was that I'd critique the winner's stuff on an episode of Sales Funnel Radio…

    ... thus, here we are!

    INTRODUCING SAL PEER

    I'm with the incredible Sal Peer, and I'm very excited that you’re here.

    Super excited that you won, (by A LOT). Thank you!

    You're clearly a very talented designer. It's been awesome having you on here.

    You run a company called Funnel Chefs.

    Anyway, I just want to thank you for being on here; welcome to the show.

    Sal: Thank you so much for having me, it's a real honor. I've been following your stuff. Amazing!

    Just the amount and your presentation. Like, literally, in the last year, it's just gotten better. Like, you've gotten better and I see it.

    Steve: Thanks, man.

    Sal: So it's amazing to be here with you. The Design Challenge was so much fun.

    It was a challenge to design five frames with no direction. You're like, “Just do it, I trust you. Just do what you can. If you win, you win.”

    I'm like, “Holy shit, there's no direction here.”

    So I dug into all your stuff.

    I went into the MLM Hacks Groups, the Sales Funnel Radio...

    I went into EVERYTHING, and I was like, “Okay, what is he talking about?” And then, I was like, “Oh the cube. He's talking about putting stuff together correctly.”

    I was like, “Well, why don't we get a Rubik's cube and kinda put the frame around that...

    ...and whoever's in there has kind of figured out the Rubik's cube for OfferMind and Sales Funnel Radio.”

    ...it was a lot of fun, man.

    Steve: Dude you're so cool.

    It was funny because I remember we were scrolling through all of them, (and thank you, first of all, to everyone who did do it - it was great).

    Sal: There was some awesome stuff on there, by the way.

    Steve: Really cool stuff on there.

    But there were ones that really caught my eye, and I was like, “Who? Oh Sal, Sal, Sal, Sal, Sal, Sal….”

    Sal: I hacked it though! I've got to say, I hacked it.

    Steve: Good.

    Sal: I submitted my first drafts, which I never submit.

    I was like:

    “Oh, let's just stick that out there, and create some traction, I'll see what people are doing, and then I'll come over the top like a minute before the competition ends and just be like, BOOM!”

    That was so much fun.

    Steve: That's funny because I've noticed a lot of the best people on Freelancer, (where I go run contests on there a lot), do the same thing. They just toss something out and then they see, “Yeah!”

    Sal: Yeah, because you want to see, “Oh, wow, he liked this one so how do I make that better?”

    … that's what we look for, and the branding.

    I really wanted the branding to be strong.

    When somebody puts it on the frame, they recognize the colors, they recognize the kind of thing - that was very important.

    Steve: So the intent was for my social agents and our community ambassadors to be able to have those frames on their profile, so then people knew, “Hey, this is legit.”

    Sal: Yeah, it gives them status too. It's a really solid idea.

    Steve: Yeah, it's been awesome. How did you become a designer?

    Sal: So it's funny, let's just go back to like four or five years ago. I was out of work. I was living retired or my mom would say, “retarded life,” and I was just hanging out…

    Then, my wife got pregnant and we bought a house... and I had no money left.


    I had eight and a half grand, (which is three months of paying the mortgage, but NOT the bills, the hospital bills, the insurance, the cars - all the stuff).

    I was like, “I got to do something,” and I didn't know what to do.

    And it's like you said…

    You test your market by presenting offers and seeing who reacts to it, and I did, basically, the same thing.

    I owned computer stores a long time ago, and I started them with classified sections, so I was like:

    “Why don't we just put out a bunch ...


    SFR 261: My 'Guru Tabs'... Jul 19, 2019
    Show notes

    I'm at Myron Golden's awesome speaker training and here's a few of the takeaways from the epic experience...

    I'm at a really interesting point right now in my business, and I'm trying desperately to ONLY listen to people for the skills that they're known for.

    Meaning, I'm looking around asking:

    • How can I get better on stage?
    • How can I get better at the act of selling?
    • How can I get better at just -----?

    Then I learn from the one person who's known as being the best.

    So, that's why I'm at Myron’s event because he's absolutely incredible at stage speaking.

    (Looking good Myron 😎 )

    MY GURU TABS

    At Funnel Hacking Live, about two years ago, Russell did eight million in sales for his program…

    And then Myron did a re-pitch, and sold another four million…

    *Crazy Amounts Of Cash*

    When I saw that, I was like, “Right, the proofs in the pudding.”

    And if someone's NOT actively doing the thing that they're coaching on, why on earth am I gonna listen to 'em?

    I'm NOT going to.

    So I want to tell you a few things about the way I operate - 'cause a lot of people ask me:

    • Stephen, what do you study?
    • How do you learn?
    • How do you go do this or that?

    … and, the reality is, I don't study the way that most people think I do very often.

    *I’M VERY SELECT*... don’t ya know ;-)

    In fact, I have specific GURU TABS on my computer for people I follow in different areas:

    • Health
    • Relationships
    • Wealth
    • Marketing, (which is Russell).
    • Finance strategy.

    It's really interesting because as you learn to NOT be an employee, you have to learn other skill sets that those who run businesses have.

    I would NEVER have told you, “I'm going to go study freakin' taxes,” but that's a skill set that my dream required me to have…

    But I'm NOT gonna go try to learn it on my own.

    HOW I INCREASE MY SPEED

    About I two or three weeks ago, I was driving in my car when I had this thought…

    I was like:

    “I don't want to just keep buying books. What I'd rather do is go find the person who's the psycho-genius.”

    Like, I'm the crazy in the offer creation space, my eye twitches on that topic.

    I want to go find the person with the eye twitch on tax... on health, on whatever...

    I want to go find the psycho…

    ...'cause it's really hard to be on two peaks at the same time.

    So, I want to know who has spent most of their life climbing just one peak, and how can I pay them to teach me for a day?

    I called someone recently, and said, "Hey, would you just teach me?"

    They didn't fly in, and wasn't a full day... but it was hours and hours of intense learning.

    I learned MORE in that compressed finite period of time, right from the horse's mouth…

    It would have taken me FOREVER to go learn that stuff and put it all together on my own.

    There’s some serious power in that…

    HOW TO CHOOSE YOUR GURU ON THE MOUNTAIN

    As I’ve been doing more and more in my business, there's been a fiery focus on just learning from those individuals who already have the skillset I want…

    ... but there are a few caveats that I need to place on them.

    • They have to be rich. If they're not rich, I'm NOT listening.
    • They have to be actively participating in the skillset that they are teaching.

    If they’re just someone who's standing on the side, and they're like:

    “This is how I did it forever ago, and I've never had any experiences since 20 years ago when I took the cake that one time.”

    I DON’T want to learn from them.

    1. I want to learn from somebody who knows how to teach, NOT just has knowledge…

    (It's NOT as important, but it's still one of the things I look for)

    Knowing and teaching effectively ARE completely different.

    Another thing I look for is...

    1. I want to make sure that whoever I'm learning from has developed their own framework.

    Think about this?

    The reason why my stuff has been so impactful is because I spent tons of time going and learning from all these people.

    Then I realized that if I started combining all the gems that I’d learned and added my own zone of genius, I could create my own framework.

    ALL THE THINGS in one place = FASTER RESULTS!

    People could just learn the framework, instead of going to the 15 people that caused all the pieces that went into the framework.

    I want to learn from somebody who has gone through the mental jog that it takes to create a framework.

    That's why I push frameworks so much.

    Some people made fun of me for that... but, whatever…

    If I can create a framework, it means I understand it to a level, not just to do it, but see the patterns, and then teach it.

    ...

    SFR 260: Why The 'Capitalist Pig'?... Jul 16, 2019
    Show notes

    This is why I started calling myself the 'Capitalist Pig'...

    Besides, “Steve, will you look at my funnel...” the 2nd question I probably get asked the most is “Where do I get your shirt?”

    What's with the Capitalist Pig t-shirt?

    It's really fun to wear this shirt in malls, airports - you get a lot of scowls, and I totally get it…

    It's meant to be aggressive, it's meant to be abrasive.

    ATTRACT YOUR TRIBE

    I created it to both attract the right people, and repulse the wrong people…

    It's NOT meant to be offensive on purpose, but it does attract my tribe without me opening my mouth.

    There are A LOT of reasons that I wear that shirt….

    I’m NOT just walking around thinking, “Hey, let's see how we can cause some controversy today.”

    I believe in using controversy for the purpose of spreading a message when you have something of real value, but controversy for controversy's sake, I think it’s stupid

    … it's NOT helpful - there's enough noise in this world as it is!

    So there's a very specific reason that I wear this shirt.

    I went on a two-year mission for my church, and when I came back, I had NOTHING.

    I was in college, (before I met my wife), and working a labor job.

    I worked a lot of labor jobs growing up.

    I worked at Discount Tire for a while as a tire buster

    https://youtu.be/draLFn4wvuQ

    I did it through a winter in Denver when everyone's switching to snow tires. I got crazy sick ‘cause the doors are always open, and it was always snowy.

    Another job was residential swimming pool construction + cleaning and maintenance.

    I cleaned a lot of pools for the Denver Broncos, the Colorado Rockies, and a ton of really famous golfers.

    I got to meet some really cool sportspeople…

    But I knew that I wanted MORE in my life, but I didn’t know what that meant.

    The last day of the job… before I started college after my mission...

    (I’d finally learned how to learn, and how to have a goal and just move for it.)

    I picked up this piece of broken tile, (I still have it), and put it in my pocket

    It was a small piece of black tile, about half an inch, and I held it in my hand and said:

    I will never work another labor job again.

    I wanted to learn how to use my brain instead of my hands.

    I was driving when I heard a radio ad that said something like:

    "Come learn from Rich Dad how you can invest in stocks,"

    I said, “Yeah, alright!”

    And so I went to this two- three hour evening seminar thing…

    As I was driving to the event, I felt kinda nervous. I was like, “What if everyone in the room's crazy smart?

    I didn't know that I was literally walking through a funnel , but a physical version.

    (I don't think I've ever told you this story?)...

    Inside the room, this guy was teaching some cool strategies. I couldn’t believe that you could make money without going to a nine to five!

    I was like, “What! I thought this was only possible for highfalutin people who had access to resources …

    ….cause it takes money to make money, right?”

    I had so many false beliefs

    When they announced a three-day event where we're gonna teach you more about these strategies, I was like, “Sweet.”

    It was $200, and I had about $250 in my account.

    It felt like this mountain of cost for me at the time cause I was working labor jobs for nine bucks an hour...

    But I paid the $200 and got the time off of work.

    On the first day of this seminar, I couldn’t believe what they were teaching.

    I was like, “This is insane, I didn't know you could do this kind of thing!”

    It wasn't just like, “Here's this stock principle...”

    When I left, I was kind of on fire because of the things that they were teaching...

    ... but also because of the different mentality around cash.

    It was the first major combatant that totally ninja punched me in the face in terms of all my old false beliefs around money.

    WHAT ARE YOUR FALSE BELIEFS?

    The funny thing about false beliefs is... you don't know you have 'em.

    If someone asks, “What are your false beliefs?”

    You’d be like, “I don't have a false belief, I only have beliefs.”

    Anyway, this was the first time I realized, “Oh my gosh, I believe something, and it might NOT be true.”

    When I got home, and I was like, "Dad!"

    And I just barfed all over him:

    "You gotta come do this. I learned this thing, and this strategy, blah blah blah blah blah,...

    And my Dad got nervous that I was being kinda brainwashed.

    I was like, "You gotta come with me on day two, I'm allowed to bring a guest."

    He said, "I'll go do this with you, but it's 'cause I wanna show you that they're probably scamming you."

    I was like, "I get it, but just come see for yourself."

    Halfway through the 2nd day, guess what they did?

    *They dropped a pitch for a $30,000 thing*

    My dad looked at me, and we said, “You know what, this is really freakin’ cool.”

    He's like, "I get it now. I see what they're doing."

    So we paid 30 grand, and went into these stock and options courses… and it's how my dad got into what he does now.

    (Eventually, he stopped trading on the Nasdaq, and now he does Forex…)

    I don't know why, but that event seemed to set off some kind of chain reaction in me.

    I’d already read Rich Dad, Poor Dad, that's how I knew who he was, but anyway…

    • I’d read Rich Dad, Poor Dad
    • Gone to that seminar thing
    • We were doing these courses
    • I started reading books like The Richest Man in Babylon (if you haven't read that book, it's a great...

    SFR 259: Part 2 - Designing Your Value Ladder Jul 12, 2019
    Show notes

    Follow along and create your own Value Ladder as I show you how I designed my personal one.

    This is part two of this series.

    First, I walked you through the principles I use to design and develop my value ladder.

    And today, I wanna teach you MORE about my personal value ladder, (and give you a sneak peek into my EXCITING plans)...

    VALUE LADDER MARKETING

    The value ladder is super important and very powerful.

    However, sometimes, after reading the book DotCom Secrets, people try to design their ENTIRE business before they even have a product or a funnel.

    *DON’T DO IT*

    However, the value ladder is NOT something that I try to design, or feel that I need to have designed before I start moving.

    I want you to know that the value ladder is very malleable; it's something that’s designed as you move forward.

    It flexes as you go... and as you get further along the path, your value ladder starts to become more solid.

    If you've not read Part #1, (shame on you), go check it out before you read any further, (it’ll make more sense - honest).

    In Part #1: I teach you under what context I even try to develop a value ladder.

    And I use the following definition from DotCom Secrets to define the function of value ladder:

    A value ladder is where you want to take your client.

    First, a quick recap of Part #1...

    Before you can even think of starting to create a value ladder, you need to know:

    • What market we're serving
    • The Dream Customer that we're serving inside the Dream Market
    • What problems that they're having and what we can go solve for them
    • The Core Problem and Offer
    • How to launch

    ... the value ladder starts in that whole five-step process.

    I also talk about value ladder education being the easiest way to make MORE sales...

    In fact, my team and I, have a funnel building template, and towards the bottom, there’s a whole section called value ladder tie-ins.

    HOW TO CREATE A VALUE LADDER

    So here’s a value ladder …

    I’ve got…

    • A funnel at the top
    • A funnel in the middle
    • A funnel at the bottom with a little downsell…

    All these funnels work together…

    (... by the way, this might be one of those episodes that might be helpful for you to watch on YouTube).

    • The funnel at the bottom of the value ladder brings in new people faster than the middle.
    • The middle funnel brings in new people faster than the funnel at the top.

    I have eight different mechanisms that we use to auto-educate customers and ascend them through the funnel.

    People on the bottom of the funnel are ascended through email sequences, thank you page webinar, etc, which let them know...

    "Hey, since you bought that, did you know you could go buy this?"

    Now that we've already acquired the customer with a dollar in, I don't have to pay for them again (we've already paid for them).

    Let's say it's $1.00 in and $1.30 back out on the bottom of the value ladder…

    Now, if I can just automate their ascension, I don't have to pay money to do that.

    • Maybe they wanna go from the bottom all the way to the top.
    • Maybe there are people out there who are like, "I don't want the bottom or the middle, I wanna go straight to the top..."

    ...and that's totally cool.

    DIFFERENT BUYING STYLES

    One of the most shocking things for me when I first attended an Inner Circle Meeting… (I remember it was an amazing day)...

    Russell Voxed me, and goes, "Dude, do you wanna come to the next Inner Circle Meeting and just sit in?"

    Honestly, I felt like I'd just died and went to heaven…

    I was like, "What? I've wanted to be in The Inner Circle ever since I heard it existed, are you serious?"



    Russell goes, "Yeah man, just sit on the side, you can keep working on stuff, but just so you can kind of get a feel for more of the thing."

    I was like, "Absolutely man!"

    What was crazy is that at that time, ClickFunnels was not that old; half of The Inner Circle had still NEVER read DotCom Secrets …

    ... but they were paying 25 grand to be in his Inner Circle.

    I remember thinking, “ ...are you serious?”

    And at first, I was like kinda, like, “...that's dumb. Are you kidding me?”


    SFR 258: Part 1 - Designing Your Value Ladder Jul 09, 2019
    Show notes

    Follow along and create your own Value Ladder as I show you how I designed my personal one.

    It’ll probably come as no surprise to learn that I love the book DotCom Secrets ;-)

    DOTCOM SECRETS - MY FIRST TIME

    I first read DotCom Secrets when I was in the army…

    I was on a security line training - it was ten days lying prone in the dirt.

    It might NOT surprise you to find out I have a very active brain, and I can only study bugs for so long…

    Army uniforms have these cargo spots where you can store things

    I kept DotCom Secrets in a plastic bag in my pocket to keep it from all the dirt and the crazy intense rain.

    With my M16 in my right hand, I’d pull out DotCom Secrets…

    I’d take out my pen from these pen slots on the side of my uniform, lay my weapon down and take notes.

    I don’t have my original copy, which kinda stinks, but it was marked to death 'cause I really go deep.

    Before I read DotCom Secrets, I was probably on business try number 10/ 11/ 12, or somewhere around that…

    But it wasn't long after reading DotCom Secrets that things started really working for me, and part of this was because of the topic I want to talk about today, which is value ladders.

    HACKING THE VALUE LADDER

    So what is a value ladder?

    Right at the bottom of page 23 of DotCom Secrets, it says:

    A value ladder is where you want to take your client.

    *THAT’S IT*

    … that's all a value ladder is.

    It's where you want to take your client.

    Funnels are NOT the only thing that Russell's popularized in the Internet marketing space- he's kinda credited for being the one that popularized value ladders too.

    And now, I wanna teach you…

    1. How I use value ladders after reading DotCom Secrets..
    1. Where most people kind of mess up when they focus on creating a value ladder.

    After reading DotCom Secrets, all my college notebooks were crammed with drawings of funnels and value ladders …

    They were HUGE value ladders with tons of steps - they were MASSIVE value ladders.

    However, one of the things that I got stuck on was thinking that I needed the entire value ladder planned and designed before I could even start building a funnel.

    I want you to know, that's actually NOT true.

    That's NOT the way ClickFunnels builds their funnels, that's NOT the way I built mine, but most people think that’s what they have to do.

    When I ask "What's the model you're following?" A lot of times what that means is what’s the value ladder?

    Do you know the value ladder/ the model that your industry uses most and has all the success with? '

    … ‘cause it's the template.

    When I started realizing that there where models, I’d be sat in classes thinking, "Man, all I gotta do is follow the model! What’s the info product model?"

    YOUR CORE IDEA

    Now, if you don't know, we have OfferMind coming up, and OfferMind’s purpose is to to help you find your core idea.

    The reason I’m bringing this up is that…

    • I'm following the info product model
    • If you’re in the e-commerce model there’s a value ladder that is proven to work really well for that too.
    • If you’re in, B2B, there's also a value ladder model.
    • ClickFunnels follows the software plus info product model.

    If you guys aren't watching on YouTube, this might be one of those episodes that’s powerful for you to watch, and actually see how I draw this out.

    So if we take the DotCom Secrets definition of a value ladder, remember that...

    A value ladder is where you want to take your client.

    This is a cool framework that you can use to develop your entire company.

    But there are a few specific things about this model that I want to share with you that’ll help you get the MOST from it…

    HOW TO NAVIGATE THE VALUE LADDER

    The goal of the the value ladder is to ascend your customer to very tip-top, (I'm gonna put a star there) - that's where you want to take your people.

    The top of your value ladder is where you want your dream customers and your dream product to be.

    It's also the MOST expensive step on the ladder.

    It's the one where you give the most value, and the most amount of your time, (if you want to design it that way).

    And at the bottom, it’s the exact opposite.

    It's NOT that you don't want to sell people at the bottom, but the whole point/ the whole idea is that you want to start qualifying people.

    I can't draw very well, but let's say this is a phone…

    (There we go, there's a little phone right there) ...


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