- Boom!! What's going on everyone?
It's Steve Larsen, this is Sales Funnel radio .
Today I'm gonna show you guys my five phases
of funnel building.
(loud music)
I 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.
(loud music)
What's up. Hey I'm excited for this video today!
I've actually been thinking about this quite a bit here.
Now when you think about building something like
a sales funnel, okay, the first time I ever heard
about building something like a sales funnel,
I was like oh my gosh!
I got to write copy right.
There's the copy piece I should find some images.
I'll should do some videos.
I should do these actual pages themselves.
The actual product itself.
How I'm gonna promote it?
Like there's all the stuff that goes into it.
And you can get incredibly stressful.
So what I wanted to do right quick is,
For as long as you guys are listening.
Just know that on YouTube I'm gonna draw this,
so you guys can see a little bit
of my funnel building process.
Okay, so this is this is interesting.
I teach a lot of the stuff right at events
and multiple times right, somebody will stand up and be like
hey, hey how should I go about
doing up sale this this and
that for my product and I'm like why even thinking
about that, you don't even have a main product yet.
Too many times we get too involved in questions
we don't really need to answer yet,
but there are questions that do matter
from building a funnel right.
Sometimes people are so concerned about
what makes the car engine run.
That they don't even know how to drive the car.
You know what it means?
It's like there's a whole bunch of things out
there and like you don't need to know that yet.
So little my purpose in this episode today,
is I just wanna walk you guys through very simply,
the very simple funnel building process that I have
and why it works and how to screw it up. (giggles) Okay?
This is really it, I mean this is truly it.
Now if you think about it, there's really like I said
there's these five steps here.
The first thing I need to do is kind of a research period.
Check this out turns out and I'm gonna explain
this kind of as I go here.
The first thing that I do, is I go and I have
to make sure that I know what my customers
are already buying and how they're buying it.
We call it the what and the how.
You guys may have heard of this before,
It's the what the how though.
So, I go in and I look at a red ocean meaning,
if I'm gonna go sell I don't know pencils.
I'm looking at pencils or pens,
they're over my desk over there.
Let's say I'm gonna go sell pens.
Who else is selling pens and how are they selling them?
Who as far as the businesses go that are out there
but also the customers who are out there
and they're like hey this is how I like to hear
about my pen purchases, this is how I like
to go and purchase them.
You know what I mean, so we answer the what and the how.
What am I gonna sell, What are the people selling
and how are they selling it.
We call it the red ocean when there's lots
of competition inside of one place.
So I'm gonna go inside, and I'm gonna look at the red ocean.
I'm gonna look at thr red ocean
and specifically what I'm doing is I'm looking in,
I'm looking for the what and how.
I'm just gonna write that down again, red ocean,
and I'm looking for like I said the what and how
and I'm gonna draw a bit of line here.
That's like phase number one here.
So it's phase number one, red ocean
just research who is already selling the things,
that I'm interested in selling
and how are they selling them?
That's all I'm answering.
So the second thing now that I know a little bit
about the actual red ocean and again member I know the
what and the how that's all I'm looking for.
The second thing I can go and I can start looking
into it's literally the second phase a funnel building
for me is the actual sales message writing.
Not products creation.
This is super key, I have spent,
there are multiple products in my early years
of doing this where I did it wrong
and I would start building products
before I knew how to sell them.
Stupid, dumb. And when I say that loud you're
like well yeah of course you're gonna do that.
Yeah that's what everybody does. (chuckles)
They come in and they start making these products
without any knowledge on how to actually go out
and sell the thing, meaning the sale script,
the sales message, products don't sell themselves,
a product never sells itself.
When you go out and you say like oh the product's so good
you've got to get in front of people.
The actual cases where that's true are so rare.
That it's the exception not the rule
and I do not build a business based on exceptions.
I look only on the rules.
So don't go do that.
The first thing is right there.
So the second thing I go and I start building here is,
the actual sales message. (scribbles something)
sales message, and my writing is awesome.
No it's not. (chuckles)
That's the second thing.
Once I've got the sales message down,
the way I know I can move
onto product creation mode,
when there are literally wallets
flying through the air at me.
Meaning when my sales message is so compelling
that people are like I have to have that
where do I pay you.
And I actually do collect money,
meaning people don't just say that,
they vote with their wallet and they tell me yeah,
that's a really great idea.
In fact so much of that let me go and just give you money
and I actually have money in my hands.
That is when I go actually create the product.
And you might be like Stephen that's kind of weird.
It's like a bait and switch thing.
No no no no no, I always tell them hey this isn't ready yet.
We get the beta version if you pay
you know this discounted price
you can get the beta version coming out here soon.
And then I go build it real fast.
There's so many companies that do it that way.
And what's cool about that is that you are using literally
the market's opinion to create your products.
That's huge, that's a massive benefit that you have.
It removes like 90% of the risk of the entrepreneur game.
This game is not risky if you just do it in the right way.
Going out and create a product then trying
to figure out the sales and trying to figure out
what markets should buy it, that's risky.
And that was all the ways that could've taught me
to build stuff which is really weird anyway.
So red ocean, when I know the what and how,
It's similar to the thing I'm gonna be selling.
Then I go and create a sales message.
And my aim is to be different not better.
We talked about that a few episodes ago.
I'm trying to be different not better, super key.
And then number three right here, the third thing I'm doing
then I actually start building the product.
Now, in order for me actually make a sales message,
there's some idea of what the product's going to be in
the first place but I don't need
to actually build the thing!
Does that makes sense?
Very important distinction right there.
Then when I'm to going out
and I'm actually building the product,
That's when I actually I move onto step number four,
and I'm gonna want a whiteboard space here.
(chuckles) You guys see that light over there on the side,
Oh man this' so funny, guess you'll see
all my home studio stuff anyway,
whatever I'm gonna keep going, is that cool?
(chuckles) Alright sounds good.
Alright number four, what I do here.
That's actually when I start building the funnel.
Now in order to actually get sales in the first place,
I might need half somewhat of a funnel up
but I don't obsess over it.
So back in step 2 when I build the sales message,
I'm running the sales message I'm actually getting
cash coming in, there's some sort of funnel that needs
to be up but I just don't obsess over it.
Does that make sense?
It wasn't for like four months, five months,
in to the one of my major products
that I started actually going in and adding all
the little pieces a glaze and all the features
and all the little cool things
that click funnels has inside.
Does that make sense? 'Cause most people go in
and start like, that's the first thing they do,
and they're the like, and then we could have this this page
we have this this page, this this page.
And the issue is that if those are the things
that make your product sell the little tweaks,
the little features, that little split test
they gave you extra half a percent conversion increase,
if that's what's making you profitable,
your offer and your sales message are not sexy enough,
they're not good enough!
I don't want to bank on a feature
to make my business profitable.
I ship my products, my sales message should
be really freaking good.
And the funnel is just an accelerant.
All the features, all those little things
are just an accelerant for everything does that makes sense.
So, then I go in here
and then I start building the funnel.
Meaning I add in all the glaze, I add in all the cool stuff.
The last thing I go to is as far as funnel building phases
the final phase is traffic, lots and lots and lots and lots
of evergreen traffic sources, all over the place.
Traffic traffic trafficc traffic traffic traffic.
Now the reason I drew these columns right here is
because I wanna make a very important distinction here.
In every single one of these,
let me just erase some part here,
in every single one of these,
I feel like I say this phrase all time.
But I was at an event, I was teaching and somebody said,
"Hey Stephen I know what my red ocean is",
I was like Sweet. They said,
" I've got a converting sales message",
I was like cool or like a convert
at least something you know well enough.
I was like cool.
And they were like I've built the entire product
they were like I have a sweet funnel
and I've got a little sweet little doohickeys
and you know the features and all that stuff inside it,
and I was like sweet.
And they were like, where do I get traffic?
And I was like oh my gosh! Are you're serious?
You have to understand that for each one of these,
guys if you go all the way down here then you're like
where's my traffic coming from?
Like you waited too long.
You shouldn't have started building the funnel,
you shouldn't started building the product,
until you know this piece when it comes down to it.
Traffic is money, traffic is money flow like
eyeballs getting attention.
Attention is money attention is cash.
And if you step back and you like the product,
the product is just a reason collect cash,
the sales message is just a reason to collect cash.
Traffic is the cash, traffic is the thing.
If you can drive traffic and that's epic.
Oh my gosh that's so cool.
So while these are the five phases that I build them in
and first I do this and then second this,
and third I do this and fourth I do this
and fifth I do this.
Well those are the different phases,
I don't start any of the phases until I know
the answers to those five.
So there's really two different blocks here going on.
So I'm gonna draw a line right here.
So it's two different things you wanna hear.
Everything on the top here I'm just gonna learn,
I'm gonna learn, so I'm just gonna put L for that.
I'm gonna learn in the red ocean
and I actually have that in of time.
I'm gonna figure out the what and the how,
that's all wanna know.
In the sales message piece, I'm gonna learn,
what gets people so motivated that
they're actually giving me cash.
So when I have cash in hand,
I'm gonna learn how the other people around ocean are
selling, I'm gonna go learn what their sales messages are.
I'm not writing one yet, I'm just learning.
It's a research phase.
This whole top part is a research phase.
When I go out and I'm building a product,
I like go find out how these
other guys built the similar products.
And obviously, if you guys have been following me
for any amount of time you know that in this phase
I go out with my crate with colored purple offer
and that makes me completely unique but I still need to
figure out what people are already buying.
I want to be prolific but I don't wanna be risky.
So I'm still gonna go find things out there
that are already selling and create like stem out
of similar things you know what I'm saying, anyway.
So I'm gonna go research best ways to build the products,
I'm gonna go research the best funnels that are out there
that would be a good model for what I'm starting
to see actually go sell.
I'm gonna go research all the different traffic methods.
The best ones that are out there,
evergreen traffic methods, the traffic methods
that are gonna bring in a whole bunch
of people once, maybe traveling methods
that are a little bit like slow growth ones.
I have a podcast episode I suppose like 20 episodes ago
called my four favorite traffic methods.
I think it's was called, go look at that!
That's what I'm looking at specifically.
Look at what I've been doing this past a little bit
in this podcast, in the show I've been going in
and I've been doing a little bit of a deep dive
on each one of these five categories.
So I'm trying to go like 30000 foot view again,
not turning in the weeds on you guys on this stuff
but I'm going 30000 over view again.
I'm going through and I'm looking.
30000 over view,
this is how all the pieces map together.
I'm going in research phase, what and how.
I'm going in research phase, figure out what sales messages,
what hooks, what stories, can I tell to get people so
excited that they get up and they're like
take my money and they like throw in the wallet.
Next thing research phase.
How can I build the products, how can I build the offer,
how can I craft a purple offer?
How can I craft something that both brings in kind
of risky prolific imaginary things,
wow something no nobody's ever done that piece before!
But then also the security of
what people are currently buying.
That's why I call it the purple offer,
Red Ocean, Blue Ocean, purple.
Research phase different funnel types,
are people liking to buy through,
research phase, what kind of traffic that's there,
does that makes sense?
Then there's the actual execution.
Once I know those things then it is okay
for me to go build a funnel, then it is okay for me
to go out and actually start moving down on this.
Too often people research and build in the exact same steps.
Don't do that. Okay. It's scary. It's risky.
First thing you're doing is you're going in
and it's research, you're learning learning learning.
And then once you've got all that down,
then you build it in that order.
Step one, two, three, four, five.
And five just continues with five five five five five
'cause you're going to need just more traffic
more traffic more traffic more traffic.
Does that make sense? I just wanted to walk through
that with you guys real quick, so you guys again
this 3000 over view and if you guys have been watching
what I have bee doing the last little bit.
The the sole purpose of it is been going through
and teaching like hey, look here's the things you go collect
from the red ocean before you can move on.
There is a podcast episode, I think it's right before us
walking through red ocean stuff that you should
have before you actually go out and move on.
The sales message I do tons of stuff on sales message.
If you could just rewind like 30 episodes
and start watching, you'll see I've been diving in
seeing what you guys react to the best
so that I know like hey that was the best way to teach
that concept and we are doing a ton
of building a product stuff.
That's the whole purple offer thing that I thought about.
Building natural funnel that is what I'm known for.
And then traffic and I go back
to my four favorite traffic methods.
Anyway you can start to see that and I just want you
to know how the pieces all fit together,
'cause I'm starting to get some questions of people like
sweet see how you've got to build this thing
but how do we get traffic for it
and like oh my gosh like the traffic's reached a peak
like why did you not look at
that before you started building you know and then I get it.
There're just new mistakes you wouldn't know
without being in the game for a little bit.
I did the exact same thing, my very first product,
I didn't look at a red ocean, kind of did not really.
Definitely didn't look at a sales message.
I focused solely on building the product thinking
that's what actually causes money.
It's not and I focused very heavily on funnel.
So those two, there's products funnel product funnel
product funnel a profit and I was like it's done,
I remember the day when it was like done,
I was like babe this is huge!
The next question we're gonna answer is
what island will we buy?
Oh my gosh this is gonna be so cool!
And nobody bought, because I didn't answer this,
how do we get traffic?
And I did not answer sales message.
There was no targeting of who I'm actually targeting
with the red ocean.
And anyway, so hopefully it's been helpful to you guys.
And I just wanted to go through and kind
of do that 30000 over views, so anyways,
guys short episode but this is incredibly impactful.
This is like powerful powerful stuff.
In fact this is the model that we
would follow of quick funnels.
Now the funnel builder is over there.
Red ocean we knew very well who we were selling to.
The what and how also who you're selling
to comes from the red ocean.
We knew the who, we knew who our customers were,
very very well.
The sales message, honestly that's actually
where we would start, because we knew this piece so well.
We would start at the sales message
and we would start the building.
It's cool to watch.
Like I always noticed Russell Brunson was willing
to move forward with actually crafting the offer,
he'd have kind of an idea of maybe the offer would be,
kind of an idea of what the funnel would be,
kind of idea of where the traffic come from.
But this was the lock gate,
if he could not think up a good hook,
if he could not think up a good story.
He did not move on to offer.
It's a hookstory offer but he did not
move on to offer until he knew
what hook and story were.
And then we'd move on as soon as you know that boom.
Then it was like kick Stephen into gear.
And I would start building funnel funnel funnel.
Now we knew what it was and we started crafting
the offer and started pulling pieces together
and I start working with John and we start working
anyways, it's supercool melody
of all these actions that were going.
Takes a lot to get a funnel up and I totally get that
and I encourage you to never do more than one.
Don't move on from it until you can literally walk away
and have several pieces automated.
So anyway guys this is just how I build again funnels
not businesses and I just wanted to walk through again
and share with you guys the relationship
between these pieces
and what to do to learn from these 20s pieces
and then when you can have license I should say
to start not guaranteeing it'll work.
Obviously there's always tweaks inside of it but
when can you actually move on to the build phase,
when you are building what already do you do it in.
And so anyways just wanted to walk through
that with you guys and hope you guys enjoyed this episode.
Thank you so much.
Thank you guys so much for reviewing
and ratings the side of iTunes.
I've loved watching that, seems it's so fun is very
motivating for me and the YouTube channel,
you guys have just blown it up with lovely new comments,
(chuckles)
it's actually super super motivating so, means a lot to me.
I put a lot of work into this.
We've a seven man team, just creating content
(chuckles) that's how it is.
And so it's actually very very motivating.
We hear good feedback!
So thanks so much guys.
Catch you later.
See you next episode, bye.
(loud music)
Oh yeah wasn't that awesome?
Hey, just real quick, a few months ago Russell asked me
to write a chapter for a secret project he was doing,
and how to write a chapter for a book
and this was the prompt.
This is the letter I got from him.
He said Hey Steven, let me ask you a quick question.
You suddenly lose all your money,
along with your name and your reputation.
And only have your marketing know how left.
You have bills piled high and people harassing you
for money over the phone.
Plus you have a guaranteed roof over your head.
A phone line and internet connection
and a click funnels account for only one month.
You no longer have your big guru name,
your following, your JV partners.
Other than your vast marketing experience,
you're an unknown newbie.
What would you do from Day one to 30 to save yourself?
Russell Brunson.
Hey if you want to see my answer a bunch
of other marketers that also had to answer that in
this amazing book and summit.
Just go to 30days.com/Stephen
Again you can see the entire summit,
you can see the book, you can see what we wrote in there
and each of our detailed plans, just go
to 30days.com/Stephen
that's 30 as in 3 0,
30days.com/Stephen
s t e p h e n
Guys enjoy.
(Loud music)
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