Sales Funnel Radio

Latest Episodes:

SFR 166: Keep The Thrill Of Buying... Aug 17, 2018

Show notes

Boom. What's going on everyone, this is Steve Larsen. This is Sales Funnel Radio - and today we are going to talk about JCPenney.

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.

Okay, first off this is probably one of my favorite case studies ever that I've read. This is from a Harvard one that I read, and it's really, really fascinating stuff.

First of all, I would not consider myself a clothing connoisseur. But this is a very fascinating case study.

I am not gonna be able to say dates or even names correctly, it's the lesson though.

I remember when I read this the first time, I was sitting in a very tiny room, listening to 400 words a minute, reading through and going through…

I was like, oh my gosh, this is a great lesson, right. And it completely applies to everything that's going on here. So here's the story…

The story goes that the guy who... You know when Apple first started making their Genius Bar in the Apple Stores, right.

There was a guy, right, that went through and he started thinking through this amazing Genius Bar and this amazing experience when you walk in and the design of it, the layout, the look of it, right.

When you walk into an Apple Store, you know you're in an Apple Store, right?

And, again, I can't remember his name, so if anyone remembers, awesome. I don't right now off the top of my head. But the guy, what he did is he went and created this Genius Bar and he created this awesome feel when you walk in there. It's very premium feel when you walk in.

The Apple Store was launched, right, very small, and then they started replicating, replicating just, and blast them all over the place when they got the base test correct, right. Well, they started thinking to themselves, so why don't I keep building this out and put this around other areas.

Other department stores started seeing what Apple is doing. It's about this time JCPenney came along and said, Hey what's up guy, do you wanna leave Apple, come on over here and design our stores instead?

And so he left designing these Apple Stores, with the Genius Bars and that premium feel when you walk in, he left doing that and what he did instead was he came and he started doing designing and doing very similar for JCPenney.

He moved into the JCPenney and he gutted tons and tons of stuff inside of there. Gutted it.

He got rid of this and that - the normal shirt racks and the rings, things like that. I mean he got rid of, it literally looked like an Apple Store but with JCPenney clothing inside of it:

#1: He completely redesigned the entire feel

#2: He got rid of mailers

He started saying things like, “Hey look, people know that we mark this up and then when they come in with a coupon they're actually buying it at the normal price it was anyways. Well instead, we know that customers are smart. We know the customers are smart. Why don't we just not do that?

And instead of, right, let's say they get a shirt in, and it's 40 bucks they mark it up to, I don't know, 60, 70 dollars and then send out a coupon that brings it back down to 40 bucks, right.”

That's like the classic Kohl's model; that's why there's always a deal going on, always clearance right now - there's always this going on.

That's how they run all those department stores.

So instead of sending mailers - they didn't send anything. He started telling the customers, and his message to the market was, “Look, customers, we know, you know what's going on. We know that you know that these mailers we send out are not really an extra 50% off, or 40% off or 30% off.”

What, oh my gosh! Right.

All they did was they marked it up like crazy - so then it seems like this huge discount.

It's kinda like, my favorite thing, I went and I just grabbed a quick pair of like, swim shorts at Kohl's the other day and they're like, “You saved $97!” when I go and check out.

They don't tell you how much you spent, they tell you how much you saved.

That's very clever and I'm starting to do that in some of my sales funnels; right on the thank you page, “You saved blank, blank, blank” - instead of you spent this much.

Like you still say that, but the message is, “You saved this, this, this.”

And I was looking at them kinda funny. I'm like “I bought a pair of socks and a shirt, you're telling me I saved $147 today?” And I always kinda look at them and smile, and they know and they're like, “Thank you. Congratulations.” But it's the psychology behind what they're doing, right?

Anyways, so this guy said, “Hey we're not gonna do that, we're not gonna send out these mailers.” Instead, if a shirt is $20 we're not gonna say it's $19.97 - we’ll just say it's 20 bucks. We're not gonna mark it up and then give you a coupon. We know you're a smart customer.

A very interesting thing happened…

Their stock price dropped, it like, I think it was uh, like a full fourth. I mean they lost so much value - it may even have been more that. It dropped a gigantic level in a matter of two months - I mean really really fast.

All their foot traffic stopped in the stores, no one showed up anymore…

There was no reason to show up, right?

Eventually, they ended up getting rid of the apple guy, getting back their old model. And then suddenly, you know, it's no longer that tight. JCPenney lived and moved on.

What's the lesson there? Guys, even if people know…

Okay, we do this thing when we do webinars called the stack. The stack in the webinar is beautiful, it's amazing, it's brilliant, it’s incredible. The stack is a way to structure your offers and then present the offers.

However, it can feel a little bit weird to the person who's doing it, right? Cause you're like, “First, you get this…” This is totally like an infomercial. This is why they do it, this is called the stack. It's inside an infomercial, right?

First, you're gonna get this, and that's valued at this price, but wait, if you act now I'm gonna give you two for the price of one. But wait, if you act now we're actually gonna give you a third for absolutely free, but wait, if you act now we'll give you this, and this, and this, and this, and this - that's a total value of blank

And they stack this value up and then do a massive price drop. People know what they're doing, right? You know what they're doing, right?

...

SFR 165: How To Sell Other People's Products... Aug 14, 2018

Show notes

Boom, what's up, it's Steve Larsen. This is Sales Funnel Radio, and today we're gonna talk about how to sell other people's products that you do not control. (Stephen is wearing a chicken suit)

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.

All right, that was a little weird, and it was crazy hot. So anyways, I was gonna wear it for the entire episode, but I'm gonna take it off.

Hey, so what's with the chicken suit?

A little while ago Dana Derricks, if you do not know who he is, he is a copywriting master, he's a complete rockstar! Dana was brought in by Russell to help figure out other ways to sell Clickfunnels based on the different audiences that they had.

Think about how cool that is! Okay, let me just go full circle...

When he showed up, he gave me that chicken suit I ended up riding it home on my motorcycle. If you want to watch, it's on Funnel Hacker TV - it's pretty funny. That thing is hot though!

Anyway, think about what Dana Derricks had to do? I digress, we're back to this "serious marketing" - you guys know me ;-)

Okay, let’s think about what Dana Derricks had to do. He had to come in, and he had to figure out how to sell a product that was not his, okay?

Now, why does this matter? It matters if you're in affiliate marketing, it matters in general...

I really believe that you gotta be amazing at doing this as a whole - because if you can figure out how your competitors are selling their products, and figure out how you would sell their product better, you're already gonna get more customers than they have.

So follow me here for a second, okay?

I have had the incredible honor of being asked by Clickfunnels, by Russell, by Dave Woodward, to come in and do the Funnel Builder Secrets webinar.

If you guys know the 90 minute $3 million session that Russell did, it was with the Funnel Builder Secrets webinar, and they've asked me to come in and be the pitch guy for it now - which is really, really exciting.

I think I'm safe to announce that? They were puttin' it out on the affiliate group for Clickfunnels a bit ago, so I think I can say it? If not let me know and I'll take it down... I'm really, really excited about it.

The reason I bring this up is, if you think through what Dana Derricks had to go through to write a script for a product that was not his own, right? How powerful that really is. Now follow me with this...

The pattern that he has to go through is pretty fascinating, he has to put himself in the shoes of Russell. “How would I sell this if it was mine to sell? How would I sell this if it was something that I bled for to create and bring to life?”

We all love our products, we love our businesses, and we'll stay with them for a long time...

I got my whiteboard here 'cause I wanna share with you guys a few things 'cause it's the same thing I've had to go through this past little bit here.

Funnel Builder Secrets is not my product, but I have to write a script. They're letting me rewrite the script with my stories and my things in it to help sell an offer that is not mine... and so I have to think it through.

It's easy to do this when you are selling your own product because your stories tie into certain elements inside of the product; this story relates into why this product's in there, and this story ties into why that product's in there, all right? ...

For example; "It was this full amount, price drop, get it today for this amount." - It makes more sense.

I don't know if you guys have been watching, but Kaelin Poulin just went, and she rewrote some of the Funnel Hacks webinar doing this exact same thing with her audience. I'm going through this as well, right now.

This is a fascinating thing to think through. If you guys have a product, by the way, I wouldn't begin in this manner.

So two things here:

Let's think about the timeline that Russell Brunson has gone through, along with other massive sellers on the internet, to get to this kind of space now, okay?

#1: They figure out the one audience,

I got a whiteboard here, they figure out the one audience, the Red Ocean, that would love to see their product. And they're like, "Sweet check it out! Here's Clickfunnels or whatever, here's this product or that product,” right?

They have to write the script for that one singular Red Ocean.

Most the time when people write a sales message, or they write anything that has to do with trying' to sell any product, one of the easiest ways to screw it up is to write it for multiple audiences.

"Well, you know who could buy it? This person could buy it, and these people could buy it these people could buy it, these people could, could, could, could, could."

That's not what you guys have to answer first. The first thing to answer when you're writing a sales script is "Who should buy it? Who is willing and able to spend cash on this? Who is my dream, dream customer?"

Not, "this person could" and "these people could" and "that audience over there, they could?"

That's the fastest way to, number one, not sell, and number two, to make somewhat of a hellish scenario where you service people that you don't want to - Speaking from experience here, all right? Four or five years ago I totally did that.

There's like flakes of chicken all over the place around me, little chicken hairs all over the place.

Anyway, so number one, you gotta think through who the best purchaser for your product is? So think through right now. Clickfunnels has done that. I've done that with my products. I know the best purchaser for my products. Russell knows the best purchaser for his products.

For Funnel Builder Secrets, Russell knows the best people for that thing.

Let's say we're selling Funnel Builder Secrets - which is what I'm gonna be selling - what I'm doing' for the next few days is just workin' that script, workin' that script, workin' that script, rewriting it.

But think about the pathway that Russell went through, the timeline as far as the script goes, the maturity of the script...<...

SFR 164: Are Webinars Dead? Aug 10, 2018

Show notes

What's going on everyone? It's Steve Larson, and this is Sales Funnel Radio! And today, we are gonna talk about webinars.

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 Larson and welcome to Sales Funnel Radio.

What's up guys, hey, okay first of all... I know I got a rubber fish in my hand. We'll get to that in a second... this is called a hook ;-)

Hey, I’m tired of the question, and I think this has been a bit of scare that has happened across the internet, as you guys know, (or if you haven't known), Google Chrome no longer allows auto-playing videos on page load.

What that means is that for everyone who's like, "Hey are auto webinars dead?" I wanna address that question today, 'cause I'm getting it from a lot of my personal students, for coaching that I get from other people that I fulfill on - I get it a lot of places. I even see other gurus saying things like "Hey, webinars might be dying."

Let's talk about this, okay...

So two things here:

#1: the answer's "no!"

#2: I actually wanna drop in and I screenshotted my stats from our webinar over the last month. I grabbed it from the last month - simply so you can see what's been going on for us because the Chrome update has been out longer than a month.

So what I'm gonna do is share with you guys.

We just barely turned on ads for this funnel, we re-turned them on three weeks ago.

Now if you don't know, I have several strategies for how I get traffic inside that funnel:

The first way I get traffic is, I do a lot of Dream 100 stuff and that's actually where this fish is coming in - we've got 100 of these, it's a full-size fish, a full-size trout and we're shipping them out to people in the next two weeks or three weeks.

What we're gonna do is we're inviting them to “fish-slap the crap out of the old ways!” Ha-ha get it? It's talkable, it's not expensive. Please do Dream 100. Anyway, so Dream 100, that's the first way.

The second way is with affiliates. I treat Dream 100 and affiliate stuff in two separate strategies - they are not the same strategies.

With Dream 100, they're existing influencers, they have big lists already, right. I go in, and I'm like "let's do a joint venture together, I'll split 50/50 with you."

With affiliates, they may not have a big list yet, but they're willing to go promote, they're willing to push it out there, right, and I give them a percentage for going out and selling.

To get the affiliate thing off the ground, I launched a program recently called affiliate outrage. It is a free program that teaches people how to make money as an affiliate, selling anybody's products, but all the examples I use in the training are for my products - so hopefully inadvertently they actually go and start promoting my products.

I had about 15 or 16 other massive, massive experts come in and teach courses that were for free - normally you'd have to pay tens of thousands of dollars for this.

For our Dream 100 strategy and we had like 20 or 30 people reach out to us a few weeks back and we've got our JVs setting up. We're doing all that now - it's a lot of fun.

We also have the affiliate traffic, that's coming in.

The third way I do it is publishing; I have a podcast show dedicated to my major products.

So there's a podcast show for this very webinar funnel that I'm gonna share with you guys right now.

Then number four is ads.

Do you see how many things I went through before I got to ads!

Ads are usually the thing that people run into first. I'm not saying not to - I'm just saying there are other ways to do it, okay.

So what I'm gonna do is go in and show you guys exactly what we've been doing - and when I say "show," I mean I'm gonna talk about it.

For those of you guys who are in iTunes right now, just know that I'm holding a 12-inch massive rubber fish!

For those of you guys on youtube, you guys can see it.

Anyway, awesome stuff okay.

I have my phone here, I just took a picture of my screen about three minutes ago before I started this, and these are the actual live stats. Here's the thing you have to understand about webinars right now; "yes, chrome shut down the auto video playing thing," but did they really?

The answer is "no," okay! That's gonna be maybe controversial depending on who you ask, but the reason for my answer is:

In Clickfunnels there is a feature in the native video element where I can still have the video autoplay - I just can't have the sound autoplay. So the page can load and start playing the video - all they did was put a film over top of it that says, "Turns On The Sound."

So I still have audio playing videos in my webinar funnel. My auto webinar funnel is still autoplaying - you just click "Yes" when it asks "Would you like to autoplay?" If you block pause - the video starts playing on page load - they can't pause it.

However, what we've done is change the text on the film they've put on top of the video. The film is kind of dark and slightly transparent, so they can see the video playing in the background, but I have the text say, "Click to join live session in progress."

When they click- the sound turns on and the film goes away, and it picks up right from where it is right there. So if they don't click, they're not seeing it from the beginning of the webinar - which is awesome.

I've actually been using it to my advantage; I put things on the actual page that say, "Hurry! Click above to join session in progress." I have an arrow down below saying the exact same thing. I pre-frame.

You can also pre-frame in the confirmation email, you can pre-frame them in the actual page ahead of time by saying, "look, you're gonna join a session that's actually going live, you're gonna join a session that's starting right in the next few minutes - it will autoplay."

I don't know what the big scare has been about because we're still doing it and it's been awesome.

So let me share with you...

SFR 163: Easy Add-On Products... Aug 07, 2018

Show notes

Boom! What's going on everyone? It's Steve Larsen.

This is Sales Funnel Radio, and today we're going to talk about some easy add-ons you can put to your products.

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 don't know if you're like me, but my favorite part of going to movies a lot of times is the previews ahead of time.

I remember we were driving to a movie, and I didn't want to go to it anymore because I knew we would just get there in time for the movie. This might be a little bit weird, but I love watching the previews. I love being sold. I love being sold. Being sold is so fun.

There's a guy who came, and he walked through our front door, and he said, "Hey, I wanna give you some pest control ... or carpet cleaning... or this or that." I love the sales process. It's so fun. It's really really cool to see in action.

Infomercials, oh my gosh. I can watch infomercials... matter of fact, I have done that many times. I just watch the infomercial for the sake of the infomercial because I don't want to watch whatever show is on. I've done that multiple times. I love the act of selling.

In infomercials, though, you guys have seen, back, I don't know, several years ago, I would watch (definitely like six, seven, even eight years ago), I would watch these infomercials, and even just in general, you'd see these products that people would come out with. And you'd see these infomercial guys like, "You're gonna get this... and it's the CD set."

And it's all these CDs. It's this course laid out in all these CDs, like 12 CDs. Now, spacing-wise, it could easily fit on one CD, but they know it looks bigger if it's on 12 so, "You're gonna get this 12-CD set!"

And you're like, "Wow, that's crazy cool!" "You're also gonna get this workbook over here." "Wow, that's cool." "You're also gonna get the personal book "from the author as well, from the creator of the course. "They've also authored a book. "We're gonna give you that book." "Wow, that's cool!" "You're also gonna get this checklist." "Wow, that's cool." Right, and they're masters at creating offers.

And even when it's like the ShamWow guy, right, I don't remember his name. ShamWow guy, right, "If you act in the next 15 minutes, "we're gonna give you two ShamWows for the price of one." What! "We're also gonna throw in four mini ones "in case you're ever in the car." What!

Right, they're building an offer. That's an offer. The infomercial people are experts at creating these offers, and that's exactly what we do on the internet. We create these offers and put them all together.

Well, my perception of what it took to create a product was like way up here. I mean, it was so big because I would see these guys. You know, and I'd see these guys, and they'd be creating, "You're gonna get this CD set. "You're gonna get the workbook. "You're gonna get the transcriptions. "You're gonna get this and this and this." And it was like, "Wow! "Gurus are telling me to go and actually create."

(My phone's going off over there. No, alright. Sorry about that.)... But it was my perception that I would have to go and create these massive massive products. And it ended up becoming a block to me, right.

I'd be like, "Man, these gurus, "they're saying the only way for me to get out there and actually go create success with this stuff" is for me to go and make, "I gotta have this CD course set. I gotta have the workbook. I gotta have this, I gotta have this, I gotta have this or this."

If I'm doing some supplement, "I gotta be able to give this away. "And a workbook from," let's say it's a weight loss thing. "I gotta go interview these people, "and I gotta become an expert on weight loss. "And give them that workbook as well. "Plus the supplements, plus the formulator, "plus put together the packaging and the branding "and how much it's gonna fulfill. "And the shipping, right."

My perception of what it took to actually create a product, and especially an add-on, was through the roof. It was crazy. It was through the roof. It was so challenging because these guys were so good at it that it actually ended up becoming a barrier, and I started believing that I needed to do it like that in order for me to actually become successful and build my own product. And so for the first few products that I put out, it was like that.

I would go months, guys, months and months of time putting little info products together, then like a little CD, and a free plus shipping thing with something physical. And that's how I would build out these products. And I still do that, but there's some hacks to it.

I wanna let you know that that's not always the case though. If you go look at what these guys are experts at, they're experts at creating offers and products.

So what I wanted to go through with you guys today, (I've got my phone here which is why my computer rang. I've got my phone here. And I'm putting it on airplane mode so nothing else pops in.) I started writing down a list of really easy ways for you to create add-ons, okay?

So let's say that your main product, let's say you got a supplement. And you might put a little add-on on there. Maybe you can use it as an upsell or, "Hey, it just comes with it naturally anyway." And these are things that you could do to increase the perceived value of the product without you spending inordinate amounts of time going out and building out literally an entire additional product. Does that make sense?

Okay, what we're doing here is we're toying with the perceived value of offers of products by tossing in a few of these really simple ways.

Now, for those of you that are in the Two Comma Club X Program, there are huge lists of ways to create products quickly in there, right, which is awesome. Product Secrets is amazing. But I want to be able to share just a few of the things that I personally do, that are on that list also, that I like to use to very quickly increase the perceived value of the primary thing I'm trying to sell.

For example, I have a product that I launched the beginning of this year called Secret MLM Hacks, right? And it sells in the MLM space, and it's doing awesome. It's amazing. But there are a few things I added in there that I knew would increase perceived value. I added in a workbook...

Here's the issue with info products. I love info products. You guys know why I'm in the info product game. The issue with it, though, is that people know as the perception like even though it took this guy for freaking ever to create this thing, for him to fulfill it to me he literally does nothing, you know what I mean? Meaning there's an email with the login link. Even though there's a lot of time that we...

SFR 162: Scaling Buyers... Aug 03, 2018

Show notes

Boom, what's going on everyone. It's Steve Larsen - This is Sales Funnel Radio...

And today we're gonna talk about how to acquire a mass of qualified customers.

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, today, I'm actually going to toss in another recording from the Science of Selling Online Facebook group.

I was reading from a book, showing them strategies from these various books.

Not only how to acquire a mass of qualified customers, but when to acquire them. At what stage in your business it's important to do so and when is it not.

When's the best time to actually go try and get a huge amount of customers? There is a time to do that and a time not to.

You might be thinking, "Stephen that's stupid, why would you not just want tons of customers?"

There's a lot of reasons why you should and why you shouldn't do that.

In this episode, I'm actually gonna cut straight over to a Facebook live, but watch carefully because I'm using the very same strategy inside my business right now.

I've created the main product for my business, so now that it's there, what front ends do I create to amass a huge list of qualified buyers, not just random people?

Anyways hope you enjoy this, we'll cut over to the episode now. Talk to you guys later, bye...

What's up. How's it going, everybody? Hope everyone is doing fantastic! I need to be asleep right now but... you know, some nights I just can't get relaxed.

Yes, I wear glasses. I've had glasses and contacts since second grade. My eyes are terrible.

I barely made it into the army - my eyes are so bad that I'm only a few points away from not being allowed to join... like isn't that funny?

So anyway, yes I'm wearing my glasses right now. And I have been jumping on my tramp right there and listening to music and thinking a lot.

I don't know why, but every once in a while, I just get in these zones where I just walk around, and I can tell that to everyone I kinda seem like a zombie - you know what I mean? My head's just spinning going through tons and tons of scenarios; it's fun. I absolutely love it. It’s like a Beautiful Mind, "vroo, vroo" all over the place.

I wanted to share a lesson with you guys real quick - because it's actually something that I'm doing right now. It's something that I taught a solid six-seven months ago. And it's interesting; what's happened.

*REPLYING TO FB COMMENTS*

“What's up guys, how's it going Ross? "Like your glasses, the real you." "Yeah, yeah, right. I cannot wait to get LASIK...

I was at the eye doctor a little while ago, and he told me that I have clinically large eyeballs. I was like, "Oh. It's not like I can do anything about it. Thanks for making me self-conscious for the rest of my life!"

I want to share with you guys something that you need to understand.

We talk all the time about going at the core of the value ladder, right! That is the place where you start your products.

You start your business at the core of the actual value ladder. The reason why is because everything else kind of spiders out from there. What I want to do is - I want to tell you why. I wanna tell you why everything spiders away from the core of the value ladder... it doesn't have to do with creating the back ends.

The market's gonna tell you what to do, all that because yes, yes, yes, yes, but another big reason has to do with one of the principals from the book, Ready, Fire, Aim.

I was flying back home from speaking at an event in January, and I ended up doing a few Facebook lives in the airport, and one of them was about this very principal right here. It has more to do with the way the cash actually moves inside of the business.

A little while ago, a customer was frustrated, and she came up to me, and she said "Hey, do I really need to go create products? Do I really need to go make..." Anyway, she was being whiny.

And what I said to her was "Look, a customer is purchased regardless. You will buy a customer whether or not you want to. There's a cost to it."

Most of the time when we think of average cart value and cost to acquire, those are the only two numbers that we really care about in a marketing funnel.

However, cost to acquire we typically always assume means money. It actually can mean time as well.

So what I want to do real quick is, I want to talk real fast about the realities of what it actually means to acquire a customer. And when it's best to go and... Let me step back.

There's a thought; I keep trying to get it out for you guys, so you understand what I'm trying to go for...

Somebody was probing me, they're like "Stephen, why has your funnel not hit passed a million bucks already?" And I said, "It's because it's not scalable yet." And they're like, "What do you mean?"

There is a podcast episode coming out about this soon. I "out-revenued" the systems in my business. Does that make sense? My revenue was growing faster than the business.

This has happened multiple times; I would build a freaking awesome funnel, then we put it out there, we'd launch it:

Day #1: They're excited. They're like, "Oh my gosh, this is so cool. Look at all these sales coming in!"

Day #2: They're like, "Wow, that's a lot of sales!"

Day #3: They're like, "Turn it off, turn it off, you're going to bankrupt us!"

I remember the first time that ever happened to me, it was well before I ever worked for ClickFunnels. And this company, I almost bankrupted them.

And I was like, "What? That doesn't make any sense? I've never met anyone ever who wants fewer sales!" I didn't understand what happened until later on when I was working for ClickFunnels.

I was sitting next to Russell, doing all this stuff. He and I were building a funnel for FiberFix, and the exact same thing happened. We basically, two and a half, 3x-ed their revenue in a couple days. It was like "BAM!" Really fast. Same story:

Day #1: "Wow!"

SFR 161: My Favorite Rollout Strategy... Jul 31, 2018

Show notes

Boom what's up guys it's Steve Larsen, and you're listening to Sales Funnel Radio, and today we're going to talk about how to roll out products. This is my favorite rollout strategy.

I've spent the last four years learning from the most brilliant marketers today, and now I've left my 9 to 5 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'm excited to be able to share with you some neat things that, frankly, I don't see many people doing.

The first product I ever launched and put out the door was an utter failure - the thing was terrible, okay? But I didn't know that at the time.

I spent inordinate amounts of time putting together the product. I thought my product was the best product ever -I was so excited! I was running towards it.

In my mind, I was like this thing's going to change everything - this is going to be incredible. I was excited, and people would be like, "What are you doing? What do you spend all this time doing?"

I'd be feeling a little smug about it like, "You don't know - just you wait and see!" There'd be people coming up to me and saying things like, "Larsen, what's up now? You doing that thing again? Alright, good luck with that..."

I was actively seeking what I called, "My Shut Up Check." My shut up check"was something that I sought as fast as I could when I was launching.

This was four years ago, and I hadn't perfected the rollout strategy that I want to talk with you guys about today... But what was interesting was I'd go build these things, I was looking for my shut up check.

The shut up check was a concept I learned from a guy I was listening to six or seven years ago. The shut up check is the first check you get from your business.

So when someone says, "Oh, you doing that thing again? Is that even gonna work?" You can pull it out that check and be like "Shut Up! It is working, here's the money." That's your shut up check.

I hope that you've gotten your shut up check to throw in the naysayers faces a little bit? Not that we would ever do that... BUT TOTALLY DO IT ;-)

What I wanna do real quick is share with you guys how I roll out my products.

What ended up happening with that first one is, I spent eight months building it... and then when I finally launched it, and I put it out there... nobody bought it. And it's because nobody knew about it.

It took three or four months before cash actually started coming on in, and I kind of abandoned it. Until I figured out better ways for traffic - and then I started making more money. But I don't want you to go through that, okay?

I was in the middle of college, I was doing stuff with the Army, I was super busy. So for me to spend eight months of my time - we're talking late nights, early mornings - time I could have been with my family... And then, to not have it work - that was so mentally tasking it was ridiculous. I don't want you to go through that.

So instead, I wanna share with you how I roll out my stuff.

I have marketing books in bookshelves all over the place. I was reading this book, Positioning (It's written by Al Ries and Jake Trout)

... just kind of thumbing through it.

Frankly, instead of reading front to cover, I'll thumb through and find chapters that look interesting, and I'll go learn something specific from it.

Anyway, it's kind of cool, they say, “When you make a new product you must by default, position against the old product.” I thought “Hey, that's super cool.” I totally get it, when you're making an opportunity... and he's saying a whole bunch of other great stuff.

I really like what they say at the beginning. They say that, “we live in a communication-saturated environment.” There's so much communication; you're listening to me, you're listening to other people ... Don't listen to other people, just listen to me ;-) There are so many people speaking.

Back in the day, not enough communication was the issue. Inside of organizations, not enough communication was really the issue. Maybe even customer to business, or business to the customer - not enough communication. Those are serious issues for sure.

However, there are also massive tendencies to over-communicate now. I believe in consuming a very information very low information diet - as Tim Ferriss teaches and talks about in 4 Hour Work Week.

I'm very careful who I choose to listen to and very careful about what I consume. If I'm not learning for intent, then why am I learning? It's just noise. I ranted about that on a previous podcast. I really like what Tim Ferriss says about the subject.

In Positioning they say, “Today, communication itself is a problem. We've become the world's first over-communicated society. Every year we send more and receive less.” Now as an entrepreneur, as a marketer, that is a terrible terrible place for you to be.

It has to do with something that was mentioned in the beginning of the book. There's a point that I really like ... (There are a few points that I disagree with too - sorry. Actually - not sorry - I believe it. Just from my own experience of rolling out products)

This is the point; “For years, all of us in the marketing area have taught to our students to build a marketing plan around ‘The 4 P's’.” If you guys don't know the 4 P's; the 4 P's are like the Bible, they're like gospel. Especially in corporate marketing.

The 4 P's are: Product, Price, Place, and Promotion. What's the product - what's the price of it? Where you gonna place it? How you gonna promote it? Now that makes sense, but he makes a great point. There's some areas here that I agree with and some that I won't here, and I wanna share with you why - and it has to do with my rollout strategy.

The next point is; “I began to realize some years ago, that some important steps needed to precede the 4 P's. All good marketing planning must start with research before any of the P's can even be set.

Research reveals (among other things) that customers differ greatly in their needs, perceptions, and preferences. Therefore customers must be classified into segments.”

Research, get them into segments. You can't serve all segments. I agree with that. I wanna walk you through how I do this wit...

SFR 160: My Greatest Asset (+College Transcript)... Jul 27, 2018

Show notes

Boom, what's going on everyone? This is Steve Larsen. This is Sales Funnel Radio, and today I'm gonna talk about my greatest asset and my college transcript.

What's up, guys? Hey, today's a little bit different.

First off, I wanna apologize. The last few episodes that went out, we found out the mic on the camera was busted, and so that's kinda why they sounded a little bit weird.

Thankfully my super-ninja sound dude was able to take out a lot of the stuff, but we apologize for that. He's the man. You guys'll all get to meet him another time when we all feature our content team again.

But, what I wanted to do, this episode's a little bit different, and you'll notice it's a little bit longer, but what I wanted to do is...

I did a Facebook Live to my group, and it's a little long but the lessons are huge, and it frankly is how I went from completely failing out of college; I had no idea how to learn. Did not know, right? I really didn't know how to learn. Even into my early 20s, I had to figure out how to learn.

In fact, the first thing I show you is my college transcript - you'll see the huge difference between when I learned how to learn, and when I had no idea how to learn. And how that's blessed me in my life and frankly, everything else that I do.

Anyway, so it's a little bit of a different episode. We're going to cut over to it now. It's the recording from me in my group The Science of Selling Online. And so, we're going to cut straight over to that.

If you have any questions or whatever, please reach out.

The group itself had a great discussion about it afterward, and by the time I was done over 900 people had already watched it. And then a few hours later it was 1500. It's been really, really cool.

There's some real talk, please go in with some thick skin. If you are easily offended, maybe don't watch this one. But anyway, let's cut over to it now and I'll see you in that episode.

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.

Hey, I just want to share with you guys probably one of the most important assets that I've ever created. It's something that took me, probably, two years to develop. Um, of actively trying to do it, okay? And I want to show you this real quick though, hold on, let me; just pulling it up right here so you guys can see it.

I want to walk you through what I've done and why it means so much to me. And frankly, I know it's one of the major reasons why I am where I am right now. And it's because the lesson was so painful, okay? So let me share this with you guys...

Alright. Okay, check this out. I went through, and I found my college transcript. It's not like anyone has asked me for it, ever. Russell certainly didn't care. But I'm glad for what it taught me.

I'll never, ever regret going to college. Although, I you don't learn how to learn. You don't learn how to make money in college, right? But I'm glad I went.

Check this out. I'm gonna show you my transcript, okay? And I'm going to show you something. This is funny...

I graduated from college when I was 28. Right, and it's because I did like a two-year mission for my church; I took, frankly, a year and a half off. This was before I knew what I wanted to do. Before I tried enough things to know what I wanted to do. Right?

I took a couple of semesters for army stuff. You know, going to basic training and a whole bunch of things. So it was a long time, okay? Much longer than normal people usually take to get through college, but I mean I had a family. We had kids; we had a different scenario and everything.

Anyway, check this out. Okay, I'm going to show you my transcript. No one laugh, but totally feel free to because I'm going to.

Let me make sure you guys can see this. Look at that first semester right there. D plus, A, F, F, F, F. That's the first semester. Okay, check that out.

I got an A in Apartment Leadership because it was a two-hour thing. I just sat down and did it one day, when I realized how screwed I was at the end of the semester. My GPA was literally .00017, okay?

I had no idea how to learn. I actually got kicked out of college. I got kicked out - and frankly, you have to go to class to stay in it. That's kinda funny. I kinda stopped going to class about halfway through. But the issue was; I didn't know how to learn. Okay?

I had no idea how to learn, I didn't know the process it. I barely graduated high school, okay. I'm not just saying that; I got straight D's in science every semester; in math, every semester; in English. I certainly did in foreign languages. Spanish, straight Ds. And half of it was just because I didn't know how to learn. Right?

I was always interested, and at parent-teacher conferences, it would be like, "Your son seems really, really interested in this, he just hasn't applied himself." And that's what they said every freaking parent-teacher conference - from when I was in the fourth grade all the way through!

Until I finally went to college and removed my parents from the notifications list for the school. I didn't know how to learn.

The thing that I went and I figured out was, "how to learn." So I thought it would be kinda cool to share my process for learning with you. Cause there's a process, and it's active.

Let me share with you guys the difference though... So I ended up having to apply for college again four years later. Okay, four years later, I went and said, "let's go finish this thing; I gotta figure out how to do this."

I did not learn how to make money in college. I did not learn how to be a marketer, even though I have a marketing degree - which is really funny. I didn't learn how to do any of that stuff in college. It was all my own side hustles going on, you know. I had actual clients going on, on the side.

But anyways, let me show you this. Okay, check this out. Alright, so that's the semester that I got kicked out, okay?

Then check out that row right there. A, B, A, A, A, A, A, A, B. A, A, A, A, A, A. B, B, B, A, A, A, A, A. A, A, A, A, A. I didn't get a single C the rest of the four and a half years that I was in college. Straight A's, a few B's here and there. Ended up with a 3.83.818, okay? That's crazy, that's crazy. And the difference was that I learned how to learn.

This was such a powerful lesson to me. I remember where I was. I was over on the east coast, living in North Carolina. I was on a mission, and I started learning how to learn.

I completely believe that God had every bit to do with it, okay? For some reason, kinda opened and expanded...

SFR 159: Funnel Training Wheels... Jul 24, 2018

Show notes

Boom what's up guys? This is Steve Larsen, and this is Sales Funnel Radio!

We're gonna talk about training wheels - and, “Is this a real gun?”

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, first off this is not a real gun okay just so you know, it's an airsoft gun but is a replication of a few others.

Hey I know I give a lot of military examples, but I wanna give one for you right now, just 'cause it was a part of my life for a while, okay?

So, this lesson, if I can get you to understand how this relates to sales funnels... it has everything to do with sales funnels... follow me for a moment.

Okay, when we were shooting; we would shoot, and we'd shoot, and we'd shoot, and we'd shoot.

Before we ever shot a bullet; guys, for weeks and weeks and weeks - all we would do is we would lay prone on concrete. We'd sit down, and they would make us hit our elbows on the ground "bam, bam, bam," right on the concrete to make our elbows stronger.

It hurt like crazy for the first few days, but we started getting tougher and tougher and tougher so we could lay in the prone longer.

Anyone else who's in the service, you know you guys have been through this as well - you know exactly what I'm talking about.

For like two or three days we did that - and each night in the barracks we laid down just" bam, bam, bam, bam," smacking on the ground trying to get my elbows stronger and tougher.

Then eventually we could lay prone for a long time, and it wouldn't hurt your elbows anymore - you wouldn't need little elbow pads - you didn't need any of that kind of stuff.

The other thing we would do is for a long time, we would just sit there in a prone, and we'd take a full canteen, and we would hook it on the end of the barrel (so there's all that weight), and we'd just stay there.

There'd be no bullet, and all we would do was practice cycling the weapon. That was it, "bam cycle the weapon, bam cycle the weapon."

The next thing they would have us do is we would... (again I know a lot of you guys who have been in you know the service, you guys have done this as well okay, and you know exactly what I'm talking about). We would lay down there and we'd take a dime and sit it on the end of the barrel, and then we'd shoot...

There'd be no round, and there'd be no bullet; we'd take a shot right, and then we would recharge the weapon while keeping balance. The dime, and even sometimes a canteen would be hanging off the end.

If we could cycle the weapon multiple times without dropping that dime and leaving belts you know without rotating back and forth, then we were successful.

We would do that over and over and over and over again; point, shoot, point, shoot - over and over and over and over.

We did this for weeks and weeks and weeks before we ever even put a live round inside of a weapon.

There were these guys that would show up, and they were like, Man I'm gonna be a sniper, and they expect to be this high-fluent guy - but they can even sit in the prone for like five minutes without hurting themselves - they were way way ahead of where they are, right!

One of the things I wanted to talk about with you guys real quick is this whole idea of funnel building.

A lot of people wanna be snipers when they can't even cycle a weapon in, right! A lot of people wanna build sales funnels that are successful when they haven't even figured out what copy is. They think, "Oh, it's not about copy, it's not about copy."

However, they don't even know the actual psychology of what's happening in the brain. They don't know the difference between marketing and sales. They have not done the things inside of their life, right and there's no pattern in their life to actually know how funnels work, or what a funnel is.

For a little bit, I used to think, "Oh, a funnel is pages." A funnel isn't pages -it's a way to do a funnel, okay?

Anyway, what I wanted to do real quick is - I wanted to show you guys a notebook, and how much I've dedicated my life to this topic, okay?

I wanna show you a notebook; this is the original notebook where I first heard about Russell Brunson and his very first course - the first course that I went through of his was called "DotCom Secrets X."

Check this okay, I just wanna show you guys these pages. Here let me make sure you guys can see it. Check these pages out! They are chock full.

I stayed up till 3 AM for three months in a row, I mean look at that, studying funnelology. Studying.

Alright, this is all ads the beginning of it... This is all ad strategy - ad strategy, ad strategy. I mean look at that guys; this is one notebook!

I just found a whole bunch of 'em over there, and I've been kinda walking through memory lane. I probably spent too much time today doing that, but I was reminded like, "Oh, man, I really have spent a significant portion of time in this game," okay.

When I was in college, I would stay up till three AM studying Russell's first course, and this is the way I did it; I would press play, and I would pause after about five seconds, and I would write down what he said.

Okay, and I would press play, and I would press pause after five seconds then I would write down what he said. Look at this (Stephen flicking through pages of his notes), "Finding good sites," "These are the best tools," "This is the best way to buy banner ads," "This is the best way for media growth and traffic."The Online Traffic Blueprint: this is how actual sales process happens part two of three, three of three, right! This is "Facebook strategies." I mean tons and tons of stuff, right... "How to take advantage of the lifeline of your leads," how to... I mean this is so rich, oh my gosh I can't even believe...

In fact, I was reminded of a few things that I'm gonna start doing differently!

I started calling this my "Indiana Jones journal." I wrote them down in my diary so I wouldn't have to remember, right? It's the exact same thing from Indiana Jones.

What I want you to know and understand is that if you're just starting out, or you've only been doing this for maybe like a month or two, and you're like, "It doesn't work," understand that's a false belief, it's not true! Get real with yourself and realize that when you're looking at other guys... don't compare yourself to where other people are!

Use it as leverage, use it as motivation - but don't compare yourself, or put your self-worth on somebody else.

...

SFR 158: The Pre-Purchase... Jul 20, 2018

Show notes

My focus is shifting from, "what should I have customers do post-purchase" to "what should they do pre-purchase?"

Cue drum roll, cue lights; it's time to grab that tux and dig out that little black dress because - TODAY, your product is about to get the Hollywood Treatment.

I'm about to drop some gold here - so settle down and take notes ;-)

WHEN OVER-DELIVERING IS A BAD MOVE

Recently I've been focusing on the small tweaks that you can make in your customer onboarding that create BIG effects.

There this time that I built 86 funnels (x2) for a promotion that Russell was doing for one of Stu McLaren’s products called Tribe.

When somebody purchases Tribe, they are given a step by step path to help them go through the program without overwhelm.

Let’s think about that for a moment…

Have you ever bought an online course and been so overwhelmed by the amount of content that you didn’t know where to start... or even worse, decided to ask for a refund?

Providing a massive amount of content often makes us feel great because we feel like we're over-delivering. However, bombarding a customer with too much information can actually freak them out - causing them to utter the dreaded “refund” word. (*gasp*)

Your customer is not looking to be overwhelmed; they're looking for a solution.

Since I launched my product, I've been thinking a lot about the concept of onboarding and success paths. I've been trying to figure out the most effective ways to hand-hold your customers into being successful.

There was a membership area that I built. It was by far the best members area I've ever created in my entire life. The problem was that it contained 200 hours of content. It was packed with value, but it was just too much for most people to handle.

People were coming up to me saying: “I gotta quit my job to watch this! I'll never get through it." It was way too much stuff.

People felt so stressed that they started asking for refunds. If they didn't have time to consume all the content - they wouldn't get the result - so they asked for their money back. Not good, right?

So I started to create success paths that show customers exactly where they should start and what they should do if they want to achieve a certain result.

Your kind of giving your customer permission to focus on just one thing and holding their hand along the journey.

Creating a Success Path is a super effective way to increase customer satisfaction and reduce refund requests

We’ve just talked about the importance of a post-purchase success path for your customers… but what about before they purchase? What happens there?

Is it possible to create a pre-purchase success path to help you increase sales? The answer is a definite YES!

PRE-PURCHASE THE HOLLYWOOD WAY

Think about how Hollywood releases previews way before the movie gets released.

Can imagine what would happen if Hollywood didn't release previews? I mean, think about that. Our brains wouldn’t be pre-framed and loaded with anticipation. We wouldn’t look forward to the release dates and arrange to go to the movies with friends. A movie release would just slip out without much of an event.

It's like being really excited to go to a party or vacation. Sometimes, the most exciting bit is the anticipation and planning beforehand.

THE BEST PART OF YOUR VACATION ISN’T WHAT YOU THINK

A 2010 study published in the journal Applied Research in Quality of Life, found that planning or anticipating your holiday often makes you happier than actually taking it.

The happiest part of your vacation actually happens before you even begin your holiday

How does this work?

I have a favorite story that explains what’s going on in our brains when this happens, so let me share it with you quickly…

THE WARM/ COLD EXPERIMENT

There was a college class who were told that they would have a substitute teacher for the day.

Right before the substitute teacher came in to teach, the students were handed a biography of the teacher. However, there were two versions of the biography.

Both versions were completely identical except for one word.

One version said that, most students found the new teacher to be a very “warm” person,” The second version said that, most people him to be a very “cold” person.

The biographies where split equally between the students - Half the students were pre-framed to expect the teacher to be warm and friendly, while the other half expected him to be cold and aloof.

What happened next was fascinating...

At the end of the class, they surveyed the students to see if the professor should continue teaching.

The students who were pre-framed with the “warm” biography said that he was incredible and that they enjoyed the class.

Conversely, the students who were given the “cold” biography answered that they didn’t enjoy the class and didn’t want the professor to continue to teach.

It was exactly the same person teaching exactly the same lecture - but students the responses were wildly different depending on how they’d been pre-framed!

That’s nuts, right? It was exactly the same person teaching exactly the same lecture. On the surface, the students were in the same room having the exact same experience, but how positively they responded depended on the pre-frame that existed in their head.

Isn’t that fascinating?

As a marketer, I started to ask the question:

What can I put in place to pre-frame and build positive anticipation for the purchase of my product?

I started to look for a way to boost levels of anticipation and to create “an event” around the purchase of my product?

So here’s what I’ve been doing…

CREATING A PRE-PURCHASE EVENT

Before people attend my webinar, I have a product that they can purchase which helps me to recoup my ad cost.

As soon as somebody buys that mini product - I have a system set up that sends a message to my phone telling me who it is and I send them a quick personalized message.

Bloop. It sends straight back over to their email, and they get a personal message from me inviting them to come and watch the webinar. It's super effective.

We have a program on my funnel called “Deadline Funnel” and when ...

SFR 157: Three Personas Of The Red Ocean... Jul 17, 2018

Show notes

A common funnel error is targeting the wrong persona in the red ocean…

Do you have a great product that you know could change someone's life, but you’re not getting the sales you want? Well, stick with me, because you might just be selling to the wrong people.

In this blog, it's my mission to help you discover the customers who are ready, willing and able to buy your product. In fact, these people are so eager to buy - that you can even be a C-level copywriter - and still make loads of cash. Intrigued? You should be ;-)

MY PERFECT PITCH

A few years ago, I got a job as a door to door salesman. I'd walk around knocking doors, "What's up, pest control!"

As the summer went on, I developed a bit of a theory.

I started to notice that when I went to areas that were less affluent - smaller houses, not as much cash - I could get a ton of sales fast.

I was killing it!

Two to three sales a day was good in the pest control business, but I was regularly making six. I'd collect the cash, and we'd spray the houses... I thought everything was amazing. I felt like “The Man."

Every so often, we’d rotate our areas and visit different cities with more affluent neighborhoods where people had bigger houses and more money.

When I'd knocked doors in these wealthier neighborhoods and gave them my pitch, I was shocked to find that I got a lot of rejections.

It was rejection after rejection; I couldn't figure out what was going on. So I decided to go back to those old neighborhoods where the people didn't have as much money - 'cause I knew I could sell them.

Well, at the end of the summer, at least half of my accounts failed. Lots of my contracts refunded or didn’t renew because the people I’d pitched were not able to keep up the payment - even though they “wanted” the product.

I realized that I’d perfected my pitch to sell to people with less cash.

In the meantime, all my buddies who had spent time learning how to pitch to rich people made a lot of cash.

They had fewer cancellations and sold higher value contracts - so by the time the summer was over they were still getting paid on their accounts.

Not only were their customers not leaving, but they were also putting more money in their pockets.

I realized that even though I’d been making lots of sales, in reality, I’d been selling to people who didn't have the money for continuity - which made them far more likely to refund or cancel; leaving me broke and fed up.

Sure, I'd get a lot of accounts, but none of them would stick very long.

I was like, “Crap! How can I NOT ever do that again?” It was a huge lesson for me.

WHO ARE YOU SELLING TO?

Now it probably won't surprise you to you to learn that since my pest control days, one question I’ve obsessed over is “How do I sell expensive things to people who have cash?”

Most of the time when I consult with businesses they have a great product, it’s simply that they're selling it to the wrong “type” of person.

We know that it's best go sell in places that are competitive (i.e, the red ocean) - because there's security there.

Personally, I combine elements of the red ocean with elements of the prolific and the blue ocean to create a purple ocean offer that’s extremely attractive to your customers.

If you want to learn how I create purple ocean offers, you can find out here.

However, If you want to avoid making the same mistakes that I made when I sold pest control, it’s vital that you understand the 3 personas inside of the red ocean…

So let me grab my whiteboard and show you what I’ve figured out!

YOUR “NO DUH” PROMISE

The first thing I look at on any funnel that I work on is its promise.

There are 3 “no duh” areas that people spend money in, and these are HEALTH, WEALTH & RELATIONSHIPS.

So the question that you need to answer is: “Does my product promise results in either Health, Wealth, or Relationships?”

These are the “no duh” places for people to spend money in. They are the basic that everyone wants - they’re like milk or eggs (or maybe tofu if you’re vegan).

There's no salesperson next to eggs, right? It's a “no duh” buying experience.

I'm not saying, “go get in the eggs business.” But it's best to choose industries where there’s a “no duh” purchasing experience because this will make selling your product so much easier.

People will spend money on:

Improving Relationships

Improving Health

Growing businesses, investments, and wealth

THE 3 PERSONAS OF THE RED OCEAN

In every red ocean and every single industry, not all buyers are created equal - that probably goes without saying, right?

So let’s look at why I made such a big mistake as a door to door salesman.

Let’s look at the 3 types of buyer who exist in the red ocean (i.e.,the proven market) and what motivates the to buy.

THE “DIE-HARDS”

The “die-hards’ are deeply seated inside of their red ocean product.

If you come to a die-hard person and say, “Hey, I got this cool thing for you.” There not going to be interested. They’ve had success with the product that they use - they’re a fan.

I'm wearing my funnel hacker shirt right now. I'm a die-hard. For me to move away from ClickFunnels - well, it isn’t going to happen.

For me to shift from using ClickFunnels, I would need an identity shift. I would literally need change how I see myself. It’s about so much more than price and value for a die-hard.

If someone starts bad-mouthing ClickFunnels, I get a little hot and bothered about it. I'm like, “Are you kidding me? ClickFunnels changed my life! I'm a product of that product! No. I will never change.”

If you ask a die-hard to switch products - it's a personal insult.

THE “BREAK-EVENS”

Let’s use a relationship example here:

Let's say someone goes to Tony Robbins kind of event and that person is someone who's considering suicide or divorce and then Tony flip...

Our TOPPODCAST Picks

Follow Us

Stay Connected

Related Podcasts

Links

Stay Connected