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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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    Latest Episodes:
    SFR 216: How Much Should You Charge... Feb 12, 2019
    Show notes


    How Much Should You Charge?

    Q: How many of you guys get stuck on the pricing?

    I totally get it. It’s always like, “Man, what do I charge? I’ve got this sweet core offer, what do I charge? Look at all this value… what do I charge for it?”

    As I'm Funnel Hacking the message and the offer, I'm also looking at price points.

    I'm looking to see:

    • What’s everybody else charging?
    • What price points have the successful sellers proved?

    Because…

    The path is already paved. You've just gotta follow it!

    FOLLOW THE YELLOW BRICK ROAD

    It’s like Dorothy and The Yellow Brick Road. You just follow the proven price points that people already buying and then... (I’ll tell you in a moment… keep reading).

    It's great… because a lot of the decisions are NOT even up to you.

    You just have to know your Red Ocean:

    • Talk to sellers
    • Get really intimate with the buyers

    ... And then, BAM! 80% of your decision making comes from other people.

    MY FRAMEWORK

    I look to see historical price points.

    I might see:

    • $97
    • $147
    • Someone at $127
    • A cheapo who's afraid to charge money and has a lot of internal hangups... they only sell for $47

    I had money hang-ups for a long time too. That's why my first product was $127. I was afraid to charge more money.

    You might find someone's who’s like, “Oh, I'm gonna be the $297 person.

    BUT... most people will be kinda in the mid-range, between $97-$127.

    I'm like, “Hmm... If I’m really cheap I won’t be able to spend much on ads and still cover my cost of goods.”

    You look at all the historical price points, and then if you can't be super cheap... *Be Really Expensive*


    You need to figure out: “How can to be premium?”

    For example:

    If there's only one guy selling at $297, then I want to go that little bit higher, “Hmm, what if I sell at $347?”

    ...Then I justify the premium price point by creating an offer

    If I can't be really cheap, I need to figure out how can over-deliver and out-deliver everybody else inside of that market

    WHY PREMIUM PRICE POINTS WORK…

    Not all industries are gonna have a mid-tier $1,000 offer, but that's very common in the info product model. There’ll be multiple price areas in different industries… so you need to check yours out.

    If you see a house for $1000 you probably shouldn't buy it, right? You know what I mean…

    There’s probably something wrong with it, right?

    So you need to see what the price categories are in your Red Ocean.

    What are the:

    • Really high price point
    • Medium price point
    • Low price point
    • Historical price points

    ... And then you can look to see how you can be just a little bit premium.

    For my business, I want the name. I want the reputation.

    I don’t want people saying, “ It's like only like $4 for the house. There’s gotta be a catch!”

    Because there's an interesting thing that happens with price, let me explain...

    THE $5,000 LAMBO

    Do you own a Lamborghini?

    I keep making fun of Lamborghini’s. I think they're super awesome. But... if it's NOT yours don't go take a picture and act like it is... that's all ;-)

    If you do own a Lamborghini, I think you're cool. I'm not making fun of them.

    Anyway, let's say that you want a super cool car. Say a Lamborghini. Or a Ferrari. I'm bad at cars. What's a cool car? A Batmobile, *Definitely*

    I'm NOT a car or a sports person at all.

    So let's say you go to a Lamborghini store and you're like, “I’ve been saving up for this Lamborghini forever. It is my dream!”

    You walk in, and the salesman is awesome and you go for a test drive:

    “Imagine what it'll be like taking your spouse out in this car…”

    The salesman is putting you into an emotional state of anticipation:

    • What will it be like?
    • How will people look at you?

    They’re playing with your identity.

    You start thinking, “Oh man, this is gonna be so cool. I can’t wait. This car is soooo me!”

    Subconsciously, that’s the game that’s going on...

    Just as you’re getting out your wallet to buy, the salesman comes over and says, “Dude, I got something so special for you. It's so awesome. We’ve decided that we will give this new Lamborghini to you for only $5,000.”

    What’s Your Reaction?

    Yeah. EXACTLY! “What's wrong with it?”

    Suddenly you start to feel different about the car. You're like, “Is this crappy? Is there an engine? What's wrong with this car? A...


    SFR 215: My Favorite Book... Feb 08, 2019
    Show notes


    Today, I'm gonna to tell you about my very favorite book… *Spoiler Alert* … it’s NOT one of Russell’s ;-)

    There's a really important lesson that goes along with this… so make sure you don’t skip any of this… or you won’t get the payoff.

    I'm psyched to tell you about this book... because it literally transformed my life.

    I've only ever shared the story of why this book is so powerful and important in a few select places.


    At OfferMind (my own event right back in November... you guys can get tickets now at offermind.com), I finally recorded the strange story of how this impactful book came into my life.

    … so, y'all ready?

    THE TWO VOICES

    The game's hard for a while, right? You're proving yourself to... life, existence, God, the universe, the market, EVERYBODY…

    You’ve decide, "I want this cool thing? Sweet!”

    Then, for a while, the path tends to be:

    • Objection
    • Objection
    • Objection
    • Constraint
    • Constraint
    • Constraint

    ...Right?

    If you’re at that stage don’t worry about it. Start publishing about your journey… ‘cause funnily enough, those are the things that people will follow you for.

    For me, it was around business try #8... that was the time when things started to get me down. It was rough, man!

    I was one of the only people in the entire world, besides Russell, that I even knew who was doing this... and he didn't know who I was.

    I didn't know how to describe what I was doing to other people well. So it kinda got lonely.

    Crap was kinda hitting the fan for me mentally.

    I was trying to stay true my mission, but I had two voices in my head:

    • I know it's there. This is going to be super. I just need to keep going.


    • But man, am I just being stubborn? Should I get a job?

    ...You know what I mean?

    There was this conflict back and forth: “Is it really there... or am I just

    believing in a mirage?” And that's when a lot of the self-doubt started to creep in…

    MARRY THE PROCESS

    Although things were still tough, there was this moment where I started learning enough that I would kinda get in fights with my marketing professors...

    And for whatever reason, at that moment, things started turning for me.

    When you declare what you want and start walking towards it, things begin to conspire for you.

    It doesn’t mean that there won’t be opposition... but most people aren't even willing to declare what they want publicly, in a big enough for things to conspire in the first place.

    Declare your intent and stuff will begin to happen for you, and for your sake... I believe it's God.


    That moment had NOT quite happened yet for me, but it was close.

    89 CENT BEAN BURRITOS...

    I was sucking it up on several different business attempts, and life was really challenging.

    I was:

    • Broke
    • In the Army
    • Studying in College
    • Married
    • A father

    It was a lot...

    My wife and I, would go to like a Taco Bell, or somewhere like that for our date nights because 89 cent bean burritos were all we could afford. It was fun…

    But it was extremely humbling... and a constant reminder of what I wasn't.

    Papa Larsen realness coming out here...

    As I started trying my next business, I was excited. I told Princess Babe (my gorgeous wife) about it... and she wanted to believe in me.

    But it was challenging…

    And when she asked, "Is this the one?"

    On the outside, I was, "Yeah, babe. I'm your man. I will provide."

    But I wasn't providing at all. We were living off loans, and it was really tough.

    Then one day, EVERYTHING changed...

    THE MAN

    It was a grey rainy day, and I’d just finished the most boring class on earth, #Quantitative Economics... Man, it sucked!

    As I walked to my next class my head was full of doubts and questions:

    • Crap, is this the one?
    • I wanna feel like a man.
    • I wanna provide.
    • I wanna be her man.
    • Am I good enough for this?
    • Maybe I’m NOT good enough.?
    • Maybe I should go get a job?
    • But $8 an hour won’t pay the bills.
    • Should we keep living on loans?

    All these doubts and questions were running through my head… the noise was intense.

    Have you ever have felt the noise? It was like, "Shut up… I can do it… but am I psycho?"


    SFR 214: Snapshot Of My Long Term Funnel Plan Feb 05, 2019
    Show notes

    I try to pay myself as little as possible, but ONLY for this reason... Here's what I'm ultimately building towards.

    Would it surprise you to know that, even though I came pretty close to hitting $1,000,000 this year, the amount of money that my wife and I live on is less than half of what we were getting paid when I worked at ClickFunnels?

    Out of all the money that comes into the business, I take just a tiny amount to live off…

    I’m not saying it’s fun, but I’ve got my eye on a bigger prize. I'm focused on building a long-term asset.

    I know that if I just focus for 4 years, then it's gonna shortcut 40 years!

    Some people have asked:

    • What's your long-term vision?

    • What's your long-term goal?

    • What do you do with the money once it comes in?”


    So I decided to share my 30,000-foot-view strategy with a small group of people in my OfferLab Program to help them understand a little bit more about the game I'm playing.

    OfferLab is the equivalent of my Mastermind or inner circle. It’s where I share the most of my nerdy geek out brain.

    I don't think I've ever actually shown this to anybody outside of that group…

    Frankly, one of the major reasons why I left ClickFunnels is that I realized I couldn't pull this plan off while I worked for somebody else.

    Insert *Massive Disclaimer* Here:

    I’m NOT a financial advisor. I’m NOT an investment person. I'm just telling you this is what I'm doing and this is how I look at things.

    The reason I'm sharing my plan is so that you can start thinking through your long-term strategy as well.

    WHY I TOOK A HUGE PAY CUT

    I hardly paid myself at all in 2018. Even now, my wife and I, are just scraping by…

    That might shock you, but it's actually on purpose because I'm dumping in all the cash I make back into:

    • Building a Funnel Team

    • Creating Mind-blowing Content

    • Increasing my Web Presence

    My plan is NOT to live off the income from my funnels or any of my time that I contract out. I'm really playing long term, top-down strategy…

    I have a plan, I'm working the plan... and the plan's working.

    Making a million bucks is not that crazy. Everyone will most likely do that in their lifetime...

    I don't wanna die and barely have made a million bucks…

    What I really want in the end is philanthropy. I wanna go do cool projects. I really wanna go help domestic and international, but that takes money.

    That takes a lot of crap to be able to pull that off, so that’s why I'm trying to freakin' dominate right now.

    BUYING BACK YOUR TIME

    Most people start by contracting out their time in a service business.

    These are the things that I am doing right now, it's everything from:

    • FHAT events

    • The One Funnel Away Challenge

    • The 2 Comma Club X

    • My own funnels

    • My own projects

    Coaching is definitely part of my major service-based business.

    Everything I get paid from Russell usually ends up being about a fifth of my monthly revenue. Everything else, I generate on my own. I'm very proud of that. I’ve worked my face off for it.

    But when the cash comes in I'm using it to develop something that's long-term because the downfall with a service business is that it takes a lot of time, and usually when you get paid money, the work begins.

    The benefit of a product business, physical or digital, is that once you pay the money, typically, the sale's over. It's easy to get into the service business, but you eventually gotta move into the product business to buy back your time.

    What is it that's going to release you and buy you back your time in the long run.

    PLAYING THE FUNNEL GAME

    Funnels are extremely effective, so you need to have a plan for when the cash comes rolling in.

    I've been part of multiple funnel launches where we almost bankrupted em’ because we sell too fast. I know the funnels work.

    That's not the problem, but sometimes businesses aren't strong enough for the funnels that I build.

    ....then a lot of times, once people have made all their money, they don't know to do with it.

    You might be thinking, “Oh, that'd be a nice problem to have.” And yeah, you’re right! *BUT IT IS A PROBLEM ALL THE SAME*

    Most people don't know what the heck to do with the cash that they get from the funnel game because it comes in a lot faster than from many other businesses, especially when you leverage the internet.

    You could have an entire funnel offline, but when you decided to use the funnel online as well... a lot of amazing stuff can go down.

    I've got my time contracted out in several places, it’s not just theOne Funnel Away Challenge and the 2 Comma Club X...

    There are several places where I contract my time out... that's the reason I'm hustling so hard right now.

    There are two value ladders I'm building out, a front-end business, a back-end business…

    I need the outcome of having a team that handles more of the creative decisions for me... and I also want to create mind-blowing content.

    You wanna change an industry, you change the content that they are consuming.

    So this is the strategy; this is how I'm doing what I am right now…

    BUILDING A TEAM

    I grab my revenue, and I dump it into:

    • My own funnel team

    • Mind-blowing content

    Then all I do to turn the gears...

    My input is the strategy and critical creatives.

    Critical creatives = No one else can write my book for me.

    I have an author who's helping me with the initial draft, but I will definitely rewrite it a billion times.

    So in order to turn these gears, I need to put in the strategy and creatives that that represent my part of the brain that no one else can do It's my shtick, it's my thing. Offers, funnels... that's me.

    I'm trying to be the best, so it...


    SFR 213: Big Lessons From The 2CCX Cruise... Feb 01, 2019
    Show notes

    Here's some takeaway's I learned and taught on the 2CCX Cruise this year

    Imagine going on an amazing cruise to the Bahamas with Russell Brunson, James Friel, John Parkes, Julie Stoian, and a bunch of amazing Two Comma Club Coaching Peeps…

    You’d expect to have a ton of epiphanies... and you’d be right!

    Today, I want to share a game changing insight I downloaded... and the most well-received lesson that I taught during the cruise.

    Y’all ready?

    MAKING A MILLION

    The Two Comma Club Coaching helps people create their offers and the sales funnel that will best present the offer they’re selling in their business, and I'm one of the coaches for the program.

    Two Commas = A Million.

    This year, we went on a cruise from Miami to the Bahamas with 400 students to have fun, mastermind, and geek out about all things marketing.

    We went to Nassau, Saint Thomas, Tortola, and some other places I can't pronounce… and I got to see dolphins and stingrays.

    I even saw the world's deadliest plant … which is in the Guinness Book of World Records. Apparently, if you even touch it, you die. It's crazy, crazy, crazy.

    Pretty much every single day there were masterminds with all the coaches taking turns to teach, open mic, and Q & A.

    There were golden nuggets dropping all over the place. James Friel, John Parkes, Julie Stoian, myself, and Russell various things that we saw the group needed…

    It was so cool each coaches perception of what the group needed. I'm NOT gonna go through everything here, you’d need to join the program. However, there was one session that I really liked...

    James Friel was the first one up, and he started talking about setting goals. I really appreciated his viewpoint, so I want to share it with you now.

    WHY YOU SHOULDN’T 10X YOUR GOALS

    Have you’ve ever noticed that a lot of people who teach goal setting just focus on, “What's Your Big, Massive, Scary Goal?”

    I understand the point of having a big goal that makes you kinda freaked out, there's a benefit to that.

    A few weeks ago, I set my own SCARY goal for this year. I'm charging towards four million dollars, and I really hope I hit it.

    It's NOT some shot in the dark number, I know how to get there - I have a plan, I was very careful when I picked that number.

    It’s freaking me out a little bit, not in a negative way; it's positive stress.

    If the number was any higher though, it would be different... I'm right on the line of positive stress versus negative stress for that goal.

    Goals shouldn't just freak you out for the sake of it.

    I know Grant Cardone says, “What's your goal? 10 X it!”

    Sometimes that's extremely destructive, and I'm not actually a fan of that when it comes to your team. We're not necessarily wired the same way.

    If you go to your team and say: “Hey, everything that you're doing, 10 X your effort!”

    It's like: “Oh man, how about an arbitrary goal you can't measure... and then let's just stress the crap out of you all.”

    It paralyzes everybody.

    Personally, I think there's room for BIG SCARY GOALS that push you, but there's also room for goals that are just the next two-inch putt.


    YOUR PROCESS GOAL

    James talked about how the goal that we generally set as New Years Resolutions is typically a result-based goal: “ I want this result. I want this thing…’

    A lot of times, it's a mountain that you want to get to the top of so you can have a huge life-changing outcome; a Massive Result- based Goal.

    James said that the reason why most people never hit their goal is because they don’t have a Process Goal.

    A process goal is THE THING that secures your results goal.

    For Example:

    • A Result-based Goal: My goal for the year is to get back to 10% body fat. I want to get back down to the single digits eventually... that's my results-based goal.
    • The Process Goal: I need to break down how I’m gonna achieve my goal?” What’s the process? How can I break that goal down into smaller chunks?
    • Habits: Your process goals are achieved and determined by your habits.

    A lot of the time, we only set the BIG GOAL, without giving enough consideration to the process and habits we’ll need to actually achieve our goals.

    If you want to succeed you need:

    #1: A Habit: I'm gonna get up and I'm gonna work out every single day. This is how I'm gonna eat, etc....

    #2: A Process Goal: Here's the process that I know will cause success and get my result = Your habits feed that process goal

    There are a few other pieces, but I'm just kinda focuing the top level view here…

    However, there's one other piece that James dropped out which I thought was fascinating... He taught that what’s need to start this whole thing is an Identity Shift.


    CREATING IDENTITY SHIFTS

    I totally geek out about identity shifts.

    Taking on a new identity is one of the major purposes of a sales message.

    It's the hardest thing t...


    SFR 212: Wealth Formulas... Jan 29, 2019
    Show notes

    This is one of the reasons I pursue this game so hard. Check out the other options you have to this funnel game…

    Today, I'm gonna teach you The Wealth Formula, and why I'm so jazzed about this Funnel Game.

    I'm really pumped to share this with you.

    I ran through The Wealth Formula at my exclusive OfferMind event, so you’re gonna get a sneak peek behind closed doors...

    Right now, I'm doing the One Funnel Away Challenge which is specifically targeted at people who are people new to funnels.

    The Wealth Formula is my answer when someone says, "Stephen, this is really cool, but it seems like a lotta work. There's gotta be another way? How long does it take the average person to be successful with this?"

    ...I hate that question, it drives me nuts. I’m like, “Well, how bad do you wanna make a million bucks?”


    What Yield Will You Learn To Earn?

    One of the benefits hanging out with the amazing people at ClickFunnels was that I got some cool insights into the books and courses they rated. I got to see who the gurus learned from...

    If a guy who runs a hundred million dollar company thinks something’s cool… then I should probably think that's cool too, right!

    Ya know what I mean?

    If I hear, “Hey, I really learned a lot from this...” I'm like, "What was the name of that again?" I'm gonna look it up and buy it.

    I bought so many books when I worked at ClickFunnels... because I was just like, “If Russell thinks that's amazing, I need to make sure I have that info for the future.”

    I’d be sitting feet away from people like Tony Robbins or Robert Kiyosaki, and if they said, "I read this great book recently... " I’d be like, Boom! BUY IT.

    The Wealth Formula was one of the things I heard about, for the first time, while I was at ClickFunnels... and it was life-changing for me.

    I already believed in funnels, but this was amazing.

    Capitalist Pig, Baby!

    At OfferMind I did a presentation called: “What Yield Will You Learn To Earn?”

    I walked through how much money you can typically expect to get from different kinds of investment vehicles…

    I know there are people out there making MORE money from some of the ways that I talk about, but I'm talking about the 80 percent majority.

    I don't wanna learn stuff where I have to learn exceptions to the rule in order to make cash. I'm interested in the rule.

    … the cash causing models.

    If I do X, Y, and Z, will I get this amount of money? I'm looking for the 80 percent rule. The default that makes the cash most of the time.

    Let me show you how the Wealth Formula plays out…

    THE WEALTH FORMULA

    QUESTION #1: Figure out how much money you're willing to put away into an investment account every month for the rest of your life?


    You don’t touch it, it’s just meant for investments. Write that amount down.

    For this example, I'm gonna use $165...

    Can you put $165 in an account every month?

    If you're like "Hey, I can't do that right now." That's okay, you're solving the problem ahead of time... and that's cool.


    QUESTION #2: How long will you leave it there?

    Okay, let's say 25 years.

    For 25 years, you're not gonna touch that money. It's not meant for income.

    QUESTION #3: What yield will you get?


    What yield you’ll get depends on the investment vehicle you choose?

    … And that's one of the things I wanna talk about here.


    QUESTION #4: What’s the total amount of money you want?

    Let's say, a million dollars… that’s a nice round number ;-)

    So now, I wanna run through a few examples with you… because if you knew how to earn a higher yield... what would that mean for you? CLUE: *IT’S HUGE*

    RETURN ON INVESTMENT…

    WEALTH SCENARIO #1:

    So let's say you take $165 every single month at a yield of zero percent (and just put it under your mattress) for 25 years.

    How much money would you have?

    After 25 years, you’d have $49,500.

    I know you mathematicians are freaking out over the fact that it's zero percent, just get past that... you’d have $49,500...

    Could you live off of that if you retired? Probably not, right?

    You’d get creative real fast…

    WEALTH SCENARIO #2:

    Let's say you take $165, and you want to learn to earn 3 percent for 25 years.

    Q: Where can you guarantee to learn to earn 3 percent?

    A: Some savings accounts… I'm talking guaranteed, you understand? There are some savings accounts out there right now, not many anymore, but there are some that'll give you 3 percent if you just leave it alone.

    Q: What would the total be after 25 years?


    After 25 years, the total would be $73,775 (I left out the cents).

    Let’s keep going…

    WEALTH SCENARIO #3:

    $165 per month at 6 percent for 25 years…

    Q: What's an investment vehicle that’ll guarante...


    SFR 211: Design Thinking 101... Jan 25, 2019
    Show notes

    This is one of the greatest skills I've ever learned. An incredible teacher taught this to me in college, and I taught everyone else at OfferMind...

    One of the secret weapons I have in my arsenal of marketing skills (and life in general) is design thinking

    Design thinking is one of the reasons why I'm able to step into the darkness without seeing the whole path in front of me.

    I was taught design thinking when I was in college, and it’s one of the MOST valuable things I've ever been taught in my life.

    When I shared the design thinking process at OfferMind, I got some amazing responses.

    You can watch the whole process here, but if you’d rather keep reading, then carry on…


    WHY DESIGN THINKING?

    The process was invented by a company called IDEO. If you don't know who IDEO are, they’re the company who invented the mouse for Steve Jobs’ first version of the personal computer.

    IDEO are the reason why your toothbrush is shaped the way it is. In fact, many of the things we use daily have actually been designed by IDEO.

    IDEO has mastered the process of creativity. They’ve manufactured process that produces innovation almost on demand.


    You’re gonna have to get your playful zone on to make the most of what I’m about to share with you, but just know that if you're boring as a person, your offers will be too.

    I'm straight up telling you. If you suck to be around, no one's gonna wanna be in your tribe. If you have a Debbie Downer kind of mentality you're gonna be terrible at this process.

    Those who are creative are typically more playful individuals.

    It’s time to get back into your kindergarten brain and the enter the fun zone of your noggin if you want to get the MOST out of this process…

    Almost everything I've created has been produced following this design thinking process.

    When I was in college, I had a FANTASTIC professor who became one of my first ‘one on one’ mentors. He was the CMO of Denny's and Pizza Hut. He invented stuffed crust pizza. Yep, he's the man.

    I used to hang out in his office after classes and just fire questions at him.

    MY FAVORITE SEMESTER

    There was one semester where our entire focus was to launch a business from scratch and make as much money as we could on our own.

    Instead of being like, “Hey, do this and this and this and this…” they literally just threw us out the back door and said, “Build the parachute!” We were like, “Oh, Crap!”

    We were together in different teams of about 15 and took us on a retreat to bond and brainstorm.

    I got put in the food business. I was like, “Oh my gosh, I hate cooking.”

    Each team spent several days up in the mountains talking about ideas, and trying to decide:

    • What should we sell?
    • Who do we need to serve?
    • What should we put together?
    • What would they want?

    I don't know if you noticed, but I'm a little bit loud, and so I got voted CEO of the company. I was like, “Great…”

    We decided to sell empanadas (I didn’t even know what they were at the time)

    We had one class each day, and the rest of the time we were just supposed to make money.

    THE TEACHER WENT CRAZY...

    One day we walked into class to find all the tables piled with toys. There were Lincoln Logs, Lego, bouncy balls, and Play Dough all over the place. I mean literally, just tons of toys all over the table...

    We just stood there look at the just looking the teacher standing there with a whiteboard, a squirt gun, and all this random crap all over the room, and thought, “What the heck is going on? He's lost his marbles, right?”

    Then teacher looks at us and says: “I'm gonna teach you how to think.”

    He said, “I want you to brainstorm different ideas. Let's talk about what you're gonna call your company?” Then he sat down, and kinda hid away at the back of the room.

    One by one each of us got up and started writing down our ideas on the whiteboard...

    We came up with all these crazy names and it was really funny. Someone would stand up and write something on the board, and we'd be like, “Oh yeah, that’s a good idea.”

    Then one time, after someone had written an idea on the board, a student in the corner of the room made a kinda disapproving sigh...

    Quick as a flash, the teacher jumps up takes out a squirt bottle, shouts, "BAD KITTY!"

    ...and started shooting the student in the face with water.

    We're like, “Who is this guy? Are you serious?” We were all afraid to “He's become unhinged, man!”

    But we kept going, and eventually, we noticed that every time someone had any negative reaction to an idea, he would shoot them in the face with water and yell, “BAD KITTY!”


    HOW TO THINK

    RULE #1: You cannot be creative and serious at the same time. Half the reason I mess about is that I'm trying to stay in the creative zone.

    If you’re playful it’s way easier to be more creative. Most ideas aren’t gonna come to somebody who’s NOT playful.

    If you're kind of a stiff, this is not gonna be that effective. I'm just telling you, straight up. Some Papa Larsen love coming out here..

    If you're boring your offer will be too

    Just telling you... Okay?

    Being an attractive character is a learnable trait, so that's the saving grace.


    RULE #2: Get moving - I have a freaking trampoline and a balance board and I try to stay physically moving and active.

    I guarantee that your change the world ideas are NOT gonna happen while you're sitting behind a desk. Get up!

    When I need some sweet ideas. I put headphones on and jump on my the trampoline. or use my balance board with some Vitamin C in my veins. Then it’s like, *DING* “That would be sick. Yeah, t...


    SFR 210: Quick Targeting Checklist... Jan 22, 2019
    Show notes

    If you ever sat down to create a sales message, you’ve probably gone through a process to discover a few vital things about your target audience.

    You’ll want to know:

    • Vehicle-Based False Beliefs
    • Internal False Beliefs
    • External False Beliefs
    • Which Stories to Craft
    • The Source of their Current False Stories

    ...there's a lot of things that go on behind the scenes in the pursuit of a message that sells.

    All of which is great! HOWEVER, (all caps for emphasis) a lot of times marketers skip over one VITAL area along the way, and that is…

    Who's already highly likely to give you money?

    *THIS IS SO IMPORTANT*

    If you ignore this question you’re going to create a customer who:

    • Takes a lot of convincing to buy
    • May not be ready to buy
    • Is high maintenance

    I'm not saying you're NOT in the right market, I'm saying, you're selling the wrong person in that market.

    CHANGING MY TARGET AUDIENCE

    I actually went through this situation at the beginning of this year... During January, February, and March of 2018, I was selling in the wrong zone. I was like, “Crap, I’m selling the wrong customer. I'm selling a more challenging customer.”

    It's not that I'm NOT willing to help those people...

    But I'm here to make a change in Steve Larsen's world before I make a change the world business, and you should be doing the same.

    Before you focus on ‘changing the world’ you need to cash out hard and make a lot of money. Capitalist Pig, Baby!

    So now before I even decide to start selling a product, I run through this brief checklist so I know if it's even worth pursuing… and that’s what I’m going to share with you today…

    BUT FIRST, how’d you like to join me for a mud run?

    MY MUD RUN FUNNEL

    You may not know, but probably the third funnel I ever built was for a charity 5K warrior mud run.

    We had fire pits, mud pits, and crazy obstacles where you put on armor to tackle them. All the money went to the charity for the Fisher House Foundation which helps support bring family members to the bedside of injured service members.

    I was still in college, and it was my first event funnel. The funnel worked and the way we promoted it worked very well. We got on the news several times, and 650 people show up for the event. Then we used the funnel after the event to raffle off some cool items too. I enjoyed it a lot.


    It was very validating for me to sit back and be like, “Oh crap. I knew this would work, but man this funnel stuff really works.”

    Looking back, it's funny how long it took me to build a simple two-page event funnel. I remember finding random places on campus with fast, free internet. I think it took me 40 hours to build!

    SELLING MUD RUNS TO COUCH POTATOES

    I have a question for you:

    Q: If I'm selling a mud run, who is the easiest person to sell?

    A: Somebody who already does mud runs, right?

    If you’re thinking, “Yeah, Stephen, No Duh!” You’re right, it is, “No Duh!” But a lot of the time, people don't have that approach with the products they sell.

    Now let's flip this a little bit…

    Q: Who would be the most challenging person to sell a 5K warrior mud run to?

    A: Someone who’s never run a race in their life:

    • They like being clean all the time
    • They don't own a pair of running shoes
    • They don’t like being outside

    That person is gonna be a hard sell - they don’t even WANT to do a mud run.

    Let's talk cookbooks:

    Q: Who would be the best person for me to target if I'm going to sell cookbooks?

    Yep, you’ve guessed it…

    A: Somebody who already buys cookbooks.

    ...BUT there's a lot of marketers out there who create their product, and it's a freaking 5K warrior mud run, they're like, “I want to change the world.”

    So they focus on selling to somebody who has literally lived their entire life on the couch... Because it means they’re changing the world while they do business.

    I'm NOT saying you shouldn't try to change the world. I want to change the world too. BUT as far as a product goes, that's a sucky way to do your marketing.


    I'm trying to get you to think about how you do your targeting.

    There seems to be this theme going on, especially for a lot of new marketers, but even for experienced ones…

    • They find the vehicle, internal, and external related false beliefs
    • Craft stories.
    • Set up all these campaigns and sequences.
    • Make ads and creative
    • Create content.

    ...They make all this cool stuff, but it's targeted at the person on the couch rather than the person who's already in motion doing t...


    SFR 209: My Stage Teaching Template... Jan 18, 2019
    Show notes

    Boom, what's going on, everyone?

    Steve Larsen from Sales Funnel Radio, today I'm gonna teach you guys my event teaching template.

    I've spent the last four years learning from the most brilliant marketers today and now I've left my nine to five to take the plunge and build my million dollar business.

    The real question 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 Sales Funnel Radio.

    What's up, guys? Hey, I'm excited for today. I wanna share with you guys kind of a cool little thing here.

    I’ve been teaching at events for a number of years now. I’ve taught everyone, from people who are brand new to people who are extremely experienced and very wealthy, and there is a format that I teach in.

    One of the things that I get asked, actually more and more frequently this has been happening, is, “Stephen, how can you get up and riff for two hours?”

    The answer is, I'm not just like talking, I'm actually following a format in my head.

    There's been a few people have reached out and said, “Stephen, I wish you'd just get straight to the principle.” But there's reasons why I'm doing what I'm doing with this.

    Right after my OfferMind event in 20218, I had the opportunity to go in and teach Russell Brunson's new speaker team for about half a day. He's got a new traveling team and they travel around on small stages that he can't get to, 'cause of who he is - which totally makes sense.

    This team pitches ClickFunnels and content around the world, which is awesome. It's super cool.

    So I was asked to come in and teach some of my methods and how I do what I do. I walked up and there wasn't really much of a framework, I had an idea…

    I was watching and observing like crazy before it was my turn to go up, 'cause I wanted to see where they were. So I had an idea of what to actually talk about…

    But guys, I'll be honest with you, sometimes as I'm talking, especially on stage, (I'm always extremely prepared, especially when I get on stage), but there's always a little bit of playroom.

    One of my favorite things to do when I'm talking and going through a principle or whatever is to watch, I don't know how else to describe it, other than watching the eyes of the people to see:

    #: Do I have them?

    If I'm losing them, I've got to tell a story. I've got to just do something that's high drama or drop some more gold, something a little more valuable. I've got to do something to get 'em back; whether that's an engagement, or sometimes I'll do a random Q&A.

    Half of a being speaker is being able to deliver cool stuff; the other half is being able to read the audience.

    I’ve done a lot of three-day events, tons of them and I have slides, but not every group that comes into the room is the exact same, so I've got to be able to adjust based on what they're doing.

    So what I've done, especially over the last two years, I've been developing kind of my own pattern for how I do stage stuff. Those of you guys who are coming to Funnel Hacking Live, you’ll see me do this.

    I'll be extremely prepared, however I'm also gonna leave a little bit of room. I'm gonna watch how people are reacting.

    There's been some stages that I've spoken on and like every audience is different, there's nothing to really prepare you for it, other than just doing it.

    There’ve been some audiences that I've spoken to that were just the driest, dry, most unfun group to talk to ever, I'm not gonna say who it was, but it was a few events in Vegas and Texas and these other areas. I just talked to them and like, “Man, are you guys dead?”

    Anyway, before I say anything offensive, I'm gonna move on, but like, “MAN!”

    Then some of the most fun stages are not necessarily always the most educated in what I do, so I've got to start at a different level. You've got to be really fluid as a stage talker.

    Now there's a difference between stage teaching and stage pitching - huge difference, monumental difference.

    • Every time I'm doing a stage pitch, I will follow a webinar script.
    • Teaching from stage, it's kind of that, but not really, there's a lot more that goes into it.

    So my wife and I, we're both geeks now and she and I were talking late about stage and we were talking about the different formats of being able to present on stage, and so I thought it'd be kind of cool to share with you guys some of what I do, and how I'm actually able to pull that off…

    I'm not just riffing, although it may look like that.

    Let me just pull this whiteboard in here. If you guys are on ITunes, no sweat, I'm gonna walk through, you guys won't miss anything out. Drawing just helps me explain, so that's half the reason I draw so much.

    Okay, so the first thing that I do is I go in and I draw a big old framework picture. It's a massive framework picture right here up at the top and it's a picture that represents the all the content.

    One of the major reasons that I do this is because it helps me stay focused on what I need to produce, but also it helps me stay focused on what I should NOT get distracted by. There are squirrels!

    As a speaker, you're like, “Oh man, you, one person in the audience, you think that's cool? Why don't I go on a massive tangent and teach you some other cool things, 'cause you think that's cool?” No! I'm sticking to a framework.

    There was an event I was speaking at early on, one of the first stages I ever spoke on, and it was really valuable, but I stopped teaching and started Q&A-ing.

    Stage pitching, totally different than stage teaching, which is totally different than Q&A, which is totally different than workshop. They're not all the same thing. They're the little tools that I pull out of my pocket when I need to to keep:

    • Things interesting
    • The learning up and high
    • The energy high
    • People engaged

    SFR 208: List Management 101... Jan 15, 2019
    Show notes

    Boom, what's going on everyone?

    Steve Larsen from Sales Funnel Radio and today I'm excited to teach you guys my list management strategy.

    I spent the last four years learning from the most brilliant marketers today, and now I've left by nine-to-five to take the plunge and build my million-dollar business.

    The real question is, how well 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 Sales Funnel Radio.

    Hey guys, I'm excited to show you guys this.

    This is probably a simple lesson, but I find more often than not there is a lot of people out there who don't really have a strategy for what I'm about to show you.

    Which means for all the lists that are being built, (which are the true asset of the Internet), there’s no strategy - there’s no list management at all.

    I remember the first funnel I ever built, it was a free plus shipping funnel, and it was selling this little CD.

    For those of you guys listening on iTunes, just know I'm drawing this but you'll be fine just listening as well.

    It was free plus shipping CD funnel and as soon as you bought the CD…

    Let's say the CD was here on the very first page - there’s a list specifically of people who bought that CD. Now, that makes sense. there was a list just for the CD people.

    Then there was a bump in there…

    If this is the first time you've ever tuned into Sales Funnel Radio, just know we're talking about sales funnels obviously.

    This is the way to sell things on the Internet, and this is one of the cool strategies to get a lot of low-end, low-ticket kind of things out the door through a free plus shipping funnel.

    So anyways, there'd be this bump, like: “Hey, you want to add something else to your order?” So there'd be another list specifically for this bump.

    ...and it started getting messy quick. You're starting to see where I'm going with this, right?


    • The next upsell = there was another list.
    • There was another list for this one.
    • There was a list of people who just bought the down sell.
    • There was a list of people who made it all the way through the funnel and bought everything.

    ...I mean, it was like a list upon list upon list.

    Lists had gotten together and had babies. There were camps of lists all over the place. It was ridiculous. I had so many lists. It got convoluted very very quickly.

    So literally every funnel that I'd build…

    If it was just a standard kind of low ticket funnel like this; I would easily have one, two, three, four, five, five or more lists per funnel. That's just for this value ladder step two.

    So if there were all these other value ladder pieces, for example, if there was five on this one, five on that one, five on that one…

    That’s easily 15 lists for every single thing I was going and I was building...

    And then I’d go build for other people!

    I mean, it got so convoluted so fast. I would have to go in and re-remember where each person specifically. It was terrible guys.

    And I know you're like “Oh, woe is you.” But like seriously, imagine how intense that gets very very quickly. It gets stressful.

    Every time you want to send an email, you’re stuck selecting 100 lists: “This one but not that one, this one but not that one.” It takes a long time actually.

    It took significant chunks of Russell's day every time he would do it.

    One of the things Russell had me do when I first got there, (probably about five months in), is I had to condense and organize and sort all of the lists at ClickFunnels.

    It's was a half a million people that were on that list at that time... just ClickFunnels' lists; now it's way more than that. It was a huge, massive list, but it was spread out across, I think well over 50, 60, 70. Don't quote me on that, but it was a lot of lists.

    So what I had to go do is come up with some kind of procedure some I could sift through to say, “Okay, this is how we're going to handle all list management in the backend from here on.”

    These funnels we built were so powerful, but there’s not really a nomenclature. If there’s not really a system for naming and organizing all the different lists that are inside someone's ClickFunnels account, value ladder, or inside of any business, it gets really convoluted.

    I know this might sound kinda a trivial trial, but it's not though! I promise, go try this out, and you'll see how frustrating it gets when you want to send an email.

    It's hard because your brain will be so consumed by the next thing you are building to have to go back and remember what you were doing in each one of these pieces. Man, that's why we have automation.

    So there are a few more pieces of automation people can add inside of their funnels to just make the whole thing sing and make it really really simple.

    That's the purpose of today's episode. I want to teach you guys, real quick, this list management strategy that I use still today.

    I just barely went through and I started deleting a bunch of lists that are old. I realized I wasn't following my own strategy. I think I just deleted 40 email lists. I download all of them, combined them, and re-upload them to my Seinfeld list

    If you don't know what I'm talking about here, guys, go get the book DotCom Secrets.

    If you're on this podcast and you've been listening to this and you haven't read that Dot Com Secrets, you should probably follow a different podcast…

    I say that jokingly, but not really ;-)

    This is gonna help you tremendously in every single funnel. I'm trying to make this as simple as I possibly can. Let me just move this whiteboard...


    SFR 207: My 2019 Goal... Jan 11, 2019
    Show notes

    Boom, what's going on, everyone? Steve Larsen from Sales Funnel Radio.

    I am excited for this episode. Well, to be honest, I'm actually freaked out. This is my 2019 goal.

    I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million-dollar business.

    The real question 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 Sales Funnel Radio.

    What's up everyone?

    Hey, so every single year I do this, and it's the scariest thing I do every single year. This is my fifth year in a row of doing this.

    If you wanna see the past goals I've made year by year, you actually can find them on the youtube channel. You go to salesfunnelradio.tv, and it'll take you to the actual youtube channel. If you want to check it out there - you can see the playlist of my previous years' goals.

    Well, every single year I do this. And I remember the first time I ever did this. I was in this place of desperation. I was going into the army. In fact, you can see I have a shaved head. There's almost no fat on my body for some of those videos in there.

    I remember sitting back and just thinking, “I'm tired.” guys. I'm tired of not having what I wanna have. I need to start doing things that are more drastic. And that's kind of what I was going through in my head at that time.

    So I grabbed my computer, and I literally had traded funnels for the computer I was using. Actually no, not at that time. I don't even know that I really knew what a funnel was when I made that first video.

    When I think back about it. I was taking a lot of traffic courses. Yeah, okay, that's what it was! Wait a second, so at the time what was going on, I was probably at business try, let's see, that was around number eight or nine, maybe ten.

    I was a traffic driver for Paul Mitchell. I’d had my first thousand dollar day, and it blew my mind. I was like "Holy Crap!" I was working with another guy at the time, we split the check, but still, $500 in a single day for me, I had never done that. And I was super blown away, guys. That was nuts. Absolutely insane for me.

    We were living on a grand a month, basically, I believe. Something like that, anyways. It was hardly any money. And I was tired of it.

    We’d been married for three years by that time and I was sick of being poor.

    You can actually hear me in the very first thing say that: "I'm tired of being poor. "I'm tired of not having the things I'd like to have. "I'm tired of not having a lifestyle."

    And honestly the biggest internal reason? I was tired of feeling like I couldn't provide for my family. I was sick of all of it.

    I was like, I need to start doing bigger things. I need to start doing big, drastic things in my life that are the big disruptive activities that literally catapult me to new levels.

    So the new goal that I made, the huge big goal that I made that very first video, five years ago, again you can see it, and you can see the progression year by year, which is crazy. I never thought I was starting a thing by doing this. But you can see, the big goal, I wanted to just do an extra thousand dollars a month.

    I was like, “If I could just do,” and I didn't know how. I was like , “If I could just do a thousand dollars a month that would radically transform our lives.”

    ...I mean, we would eat a little bit better. We would eat more. We could actually eat in general. I was just sick of it. I gotta be honest with you guys.

    Looking back on what's happened in the last five years, first of all, is ridiculous. I didn't really figure out the game for the first two years doing these videos.

    Then two years ago I was like, “Oh snap, the pattern's everywhere”... and then this last year, I decided to actually test the pattern, and I left my job. Scary, scary, scary stuff.

    But when I think about it and the things that have propelled me, I actually wrote this on my window. It says Play Angry. I'm not an angry guy, but when I remember back to what life was like before I started doing this stuff…

    I worked my face off, guys. I worked so freaking hard. I know the reason why stuff has happened really well in the last, especially two years. It's 'cause I worked really freakin' hard.

    I only took two days for Christmas, and that's not necessarily a badge of honor. I actually wanna change that, and that's part of what I want to talk about for my goal for this upcoming year, but I work hard. I work really hard. I just get after it.

    Nine times out of ten, I have no idea what the plan totally is. I'm just taking action. I'm just doing stuff.

    So as I look back at the things that have really kept me moving forward, like, “Yes, there's this strategy, that strategy... Remember to do this before that...” That's great, and it's helpful.

    But 80% of it is just me remembering the crap that I was going through and what life was like without having known or doing the things that I'm doing now - which sucked. I mean, “Oh my gosh, life was hard.”

    ...So I'm excited for this. I'm not gonna lie, I'm actually nervous about this. I hate posting these videos. It's one of the reasons I do it: I hate it. It freaks me out. I don't want to tell you all my goal.

    I don't wanna account for every previous year every single January. I hate New Year's resolutions, I think they're stupid. Why am I gonna do that once a year?

    At the end of every single month I think through the goal, what I'm doing next month, I make sure that all the things and activities I'm doing are heading me to that target more closely. I'm not doing that once a year, that's stupid.

    So, anyway, I guess an effort for me to accept a little more of that resolution thing is to do this.

    If you guys have never seen me do one of these episodes, or declare my goal publicly - what I do is I account for the last year.

    It's not to throw mud in anyone's face. It literally is so you can go back and watch:

    • Year #1: Here’s Stephen when he had no money and was completely broke.
    • Year #2: Still broke. He still hasn’t figured ...

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