- What's up, guys?
Hey, this is Steve Larsen.
This is Sales Funnel Radio and today
we're gonna talk about how I craft offers.
(rock 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.
(rock music ends)
Alright guys, I have talked about this topic a lot.
You guys know that's kind of my thing. (laughs)
It's kind of what I'm known for, is offer creation.
I thought how cool it would be, so here's what happen, okay.
About, I don't know, it was like three weeks ago,
four weeks ago.
The affiliate program for the 30-days book was about
to go out, and I thought how cool it would be
if you guys watched me create the very offer
that I was gonna sell back to you when
you bought the book through my link, right?
Does that make sense?
I was like, what if I crafted the very thing that
I'm gonna give you, all of the bonuses?
What if you watched me work through that in front of you?
The very people that I hope would go get the book
through my link.
A little ballsy, but I have used the format a lot.
And so, that's exactly what I've done for you guys.
I'm excited because what I'm gonna share
with you guys today, the whole video is
like an hour and 45 minutes.
I took like a 15 minute chunk, okay,
and you guys are gonna watch me go in,
and I think I'm doing it with socks. (laughs)
Just as an example, I'm trying to share with you guys.
Now, I'm not giving you guys pairs of socks,
when you got the book through my link.
But what I'm trying to do, I want you guys to see
how I'm gonna work through a very simple way
to create offers.
Now, there's like a full-fledged way
that companies pay for me to come out and fly out,
and do like a solid eight-hour thing with them.
To actually craft on a very detailed level of what
their offer is actually going to be,
the sales message behind it,
the funnel that would best carry that offer,
and the sales message to their market.
Alright, that's fun, that's awesome, that's really intense,
that's expensive, okay.
What I've done here is I grabbed out for you guys...
I'm using the example of how could you
turn socks into an offer.
Selling socks on Amazon, how could you do it?
I teach a lot, on stage, these concepts, okay?
And the thing that drives me the most crazy
is when someone's like, "Ah, this doesn't apply
"to me because I'm in retail.
"This doesn't apply to me because I'm in B2B.
"Excuse me. I've sold things on Amazon,
"I can't make offers."
It's like, oh my gosh!
Okay, let's go through this and work through this together.
So, one of the examples that I like to use is socks.
I'm gonna actually, in front of a live group,
In the video you guys will see,
there's like 75 people that are on with me.
And I'm going to use them and market feedback
to actually craft an offer around socks. (laughs)
And it's very loose, it's very, very light.
You guys are gonna see a very, very top-down,
very simple formula that I use to roughly, very easily,
kind of rough draft outline,
figure out what an offer might be.
There's obviously the bigger, deeper process
that I actually go through when I'm about
to launch something.
But I want you guys to see how I would do this
and how I would craft it around socks.
So, anyway, and I'm trying to choose things
that are like, ludicrous.
We could do it for toothpicks.
We could do it for anything.
The product, price-point, industry, your sales ability.
If you've ever done a funnel, regardless of funnel type,
none of that has nothing to do with offer creation. (laughs)
You gotta get that out of your mind. (laughs)
It has nothing to do with it at all.
So I thought I'd choose something that's kind of crazy.
And you guys could see how I would go in
and craft an offer around socks.
Now, I've been really, really excited
and tickled pink a little bit because on Amazon,
I was buying a jump rope 'cause I like
to exercise in the morning.
And I like to jump rope a lot to warm up,
like the boxers jump rope, the Rocky style. (laughs)
Anyway, I was buying this jump rope on Amazon,
and the dude had an offer for his jump rope.
It's super cool, it's one of those speed ropes, okay?
And there was like, you would get this course,
it's a two-week program so that you'd know exactly
how to use your jump rope.
There was this awesome extra parts
that they featured out with it.
There was this cool little bag.
You were invited into this special community.
It was a freaking jump rope, okay.
And it was literally an offer!
And I was like, cool, they solved my need
to be a part of other communities.
There literally is one.
They solved my need of, "Well, what kind
"of program should I follow?"
"Bam! Guess what?
"We gave you one, right here.
"Boom! Two-week one.
"Came with it."
"Well what about this, what if something breaks?"
"We got the parts for you."
You know what I mean?
They had crafted this amazing thing around jump ropes.
And what I'm trying to do is, I'm trying to share
with you guys multiple ways to create offers,
regardless of what you guys sell.
And so, we're gonna cut over here now,
and it's me sharing my screen.
So if you guys listen on iTunes,
might be helpful for you to go listen on YouTube
if you want to.
Honestly you can hear totally fine there on iTunes also.
But listen to the questions,
listen to the way I'm walking
through it to make sure that
I am crafting a cool offer around socks.
Now this is a 15 minute version.
Obviously, there's a lot of other things
that probably got tossed in there.
But I want you to see the structure in the questions
that I'm asking in order to actually do this.
So anyway guys, thanks so much.
Hopefully you guys enjoy the episode.
Let's go head over there now.
Bye.
What I wanna do here is, I'm going to go through
and I'm gonna detail through and show you guys
how these big guys actually do it.
Because when I first was on my own doing this kind of stuff,
the big flaw that I was committing was that I promoted,
by literally walking around and doing exactly ...
I invited you right now, (claps hands)
go open up your inbox, and open up your email,
and just start counting all of the promos
that you're getting hit with.
I already see one from a lot of big guys.
I'm not gonna name them by name, okay,
but it's the same freaking email.
Right, again, there's nothing wrong with that
if you're gonna get just people to promote in general.
Pre-writing the emails is a good things,
but that is not the way it is actually done
with these big, big players that are actually serious.
And I wanna share with you guys some strategy behind this,
that, frankly, I don't think I've ever shared
with anyone before.
Not that I'm trying to keep it tight,
I'd just never had a platform.
There's no reason for me to share it with you guys.
So, when I first saw this in action, I was in ...
Are you guys excited, first of all?
Is it cool if I kind of geek out for a little while here?
I need an actual soapbox.
Like, how cool would that be if we had soapbox
that I was actually on?
If anyone knows where to get custom soapboxes made,
please let me know, because I wanna make one, okay.
(laughs)
You have three already?
Alright, yeah! (laughs)
You guys like the 'Capitalist Pig' shirt.
You got three already, you got a whole bunch already.
Okay, I wanna share with you guys the issue with that.
I don't care if you're making your own products,
or if you're promoting somebody else's.
I'm gonna teach you how to go in and do this stuff
from a marketers perspective on how
to actually promote someone else's products.
Again, I'm not here to slap people around like,
(slapping sound effects)
"Oh, that's crappy, that's crappy!
"Don't do that!", right?
But I am here 'cause I wanna share with you guys,
there is a total junky way to do this,
and a real way to do this that actually provides value.
I'm a firm believer in something that Todd Brown said.
Todd Brown said, "If you have nothing else of value to say,
"you need to end your funnel."
And if I'm taking the same white copy
that all these people have come in and are getting,
and I'm blasting the same,
because I want you to buy the book.
It's my affiliate link, I'm gonna be open about that.
I'm cool with that, okay?
But what I want you to understand is
that if I do it the exact same way,
that is the epitome of a freaking red ocean!
Part of a red ocean is understanding,
not just what people are selling,
not just how they're selling it,
as far as the actual messaging goes,
but the funnel they're selling it with.
And if I'm blasting out the exact same material,
So I wanna show you guys ...
I literally, literally 30 minutes ago,
I was getting some water and I was sitting there and
I was like, "How am I gonna do this different
"than everybody else?"
And real quick, I lodged into this framework.
And I wanna show you what the framework is.
And a lot of you guys know what it is
if you guys have been following me.
But I'm gonna show you how I'm using it differently
than you are probably anticipating.
I'm gonna show you guys how I'm actually doing this
in a way to actually make ...
Guys, my offer for you guys for getting this book
is gonna be better than anybody else's, and I know that.
And I wanna show you why. (laughs)
Check this out, okay?
Any questions before we get started?
I'm like, so hopped up on goofballs right now.
My left eye's starting to twitch,
which means this is about to be amazing.
So if you gotta question, you need to drop it out right now.
I'm really stoked about it, okay.
What's up?
Oh my god, we got a bunch of guys jumping on in here,
and I'm sorry for all those who didn't get on earlier.
eBay vintage soapbox.
No way!
Kirk, you found one?
Awe, sick! Okay, sweet.
Let me open that in a new tab. (laughs)
Okay, anyway.
Yeah, get the fish.
Wait, I need ...
Oh, aye can you fish slap, fish slap over at me?
- [Man] Fish slapping.
- Fish slap!
Thank you.
Boom!
(slapping sound effect) Okay!
I'm gonna fish slap the crap out of the junky, poopy ways
to go promote people's stuff.
I've got affili-outrage.
I've filmed all but three videos.
It's almost ready.
It's almost done, and what I wanna do is
I wanna share with you guys.
I'm gonna put this in as a little bonus
with it for day one and two to show you guys
how to create affiliate offers.
It's the same freaking concept.
What happened was, I had only been at ClickFunnels
for like two months.
And I was sitting right there, I was siting right there
What's up Jay, how you doing?
Breathe?
I don't know if I can breathe. (laughs)
What the freak is breathing and relaxing? (sighs)
I've been told I should start meditating,
and I can't figure out why still yet.
(laughs) Just kidding.
Hey, but this is what I did.
If you wanna promote more like an idiot, like I said,
go around and just start sharing the link.
It's a dumb way to do it though, okay?
Yeah, very eager for Affiliate Outrage,
it's almost done, it's almost done.
I got three more videos to finish filming.
We gotta chop them and then I'm writing some emails...
And most of the pages are already done.
It's close (manically laughs).
I can't wait for you guys to have it.
Okay, anyway, let me come back over here real quick to,
here we go, okay.
So, I was sitting there, I had only been working at
ClickFunnels for about two months,
and Russell, he turned around,
and in all great ideas, he did this,
" (gasps loudly) Dude."
Right (laughs) and he sees how you go, "Man.
"You know Stu McLaren?"
And I was like, "Yeah."
He goes, "He's got this thing coming up called TRIBE."
And I was like, "Okay."
And he's like, "And I wanna promote it,
'cause it's really good."
And he doesn't promote many people's things, right?
But when he did, it was very methodical.
So I wanna walk you through the process
that I watched him do and that I now do
and I'm trying to teach you to do as well.
And I'm doing it right now to you,
hoping you'll buy the book through my link,
as opposed to everybody else's,
because I'm gonna out-value them, okay?
And here's why, okay?
Lemme walk you through this.
The first thing, the first thing that he said...
Actually, let me just stop sharing the screen
real quick here, it doesn't matter yet.
Okay, cool.
The first thing that he said was this:
he goes, "Aw man, okay.
"I want them to go buy Stu McLaren's
"product TRIBE with my affiliate link, right?
"I wanna promote it."
And I was like, "Okay, cool."
And he goes, "What could I...
"What else could I give with that?"
And I was like, "What do you mean?"
And until then I had never considered the fact
that he as gonna create an offer
around the person's affiliate link, okay, okay?
Check this out.
The promo for this book is gonna go for a little while here,
but I wanna share with you guys,
I wanna share with you guys
some pretty sick stuff here, okay?
I'm about to pull a ninjary move.
Man, no one's freaking done this before (claps) (grunts)
So excited to be the first baby (whoops)
Yeah! Right?
Anyway, okay, check this out.
What we did is we said, first, first,
actually let me show the Google Sheets of this.
First, at the very top,
we've got the affiliate link that we're gonna promote.
Let me zoom in right here, right?
And this was the affiliate link itself,
the affiliate product.
Now, you can start by asking yourself this question.
So let me just walk you through the process
and then we're gonna do this together
for something else, okay?
So that you guys can follow along, okay?
So, check this out.
If I've got this affiliate product
that I'm gonna go promote, the simple question,
I think I was in the shower which was all
great ideas, for some reason, coming to me there.
And I was like, "Oh, this a great question to ask
"yourself in order to create offers."
In order to turn a product into an offer,
because they're not the same thing, right?
What could I do, okay, this is what you gotta ask:
Every time you buy a product from somebody,
you also get with it a set of problems.
Every time I give you guys something like Affiliate Outrage,
Affiliate Outrage is coming out soon,
every time I give you guys something like that,
I also am giving you guys a whole bunch of problems,
right, to go solve, which is the reason why it's a series,
'cause I'm trying to solve those problems.
But what, wait, what did I just say?
What I'm saying is, if I can go and identify
future problems
problems that my product,
or in this case, this product
will create, right?
I wanna go in and I wanna identify
what are all the future problems...
Is this making sense so far?
I should go back and probably
look at the chat real quick here.
Is this making sense?
Ninjary, gonna have to remember that one (laughs)
Didn't you have secret MO
hacks before you left ClickFunnels?
No, I didn't, I had no products, okay?
I had nothing.
I don't think people know that. (laughs)
It was kinda a bit of a ballsy move,
but this is the reason why, okay?
This is the reason why I was not crazy anyway.
I got some episodes coming out soon
to describe more of that,
so that you guys know what actually happened.
But anyway, okay.
So if I have an affiliate product,
let's say for some reason I'm gonna go, I don't know,
let's say uh, let's say this gum.
Just for fun, let's do this.
What issues do I cause for a person when they buy this gum?
Right, and what I'm gonna do is,
I'm gonna start listing out all these problems.
Holy crap, check out this problem.
Oh man, look at this problem.
Oh, look at this problem, right?
If I go, this is very simple, right?
If I go and I still have this person's
affiliate product right here,
If I go
and match a product that solves that problem,
okay, I now have an offer.
I use the example of socks a a lot too.
Let's say socks, right?
Let's say I'm gonna go and I'm gonna sell socks.
That's why I like die inside when someone's like,
" Well, I don't know if I can use this
"because I'm in retail."
Like great, there's no difference for you.
So let's say I'm gonna sell socks.
What are all the problems you guys would
think happens...
What are the problems you create for somebody
when you sell them a pair of socks?
This is totally interactive,
I'm actually here to listen to you, okay?
We should totally keep that in the office
just for that reason.
Exactly (laughs)
Bring Poverty in and hit him a few times.
This is awesome sauce.
(laughs)
He's had some upgrades man.
I actually brought him in a few future episodes,
you guys will see him.
Okay, but what are all the problems I create for somebody
when I sell them a pair of socks?
What can you imagine?
What are the future issues
they'll run into when the use my product.
Yeah, maybe the feet are two warm, right?
Lateesha said the feet are too warm.
Let me, let me get this over here.
Thanks for the soapbox thing man,
I'm stoked about that, but anyway.
They don't know how to put them on.
I mean funny enough, that might be one of the things, right?
So they don't know how to put them on.
Let's list these out.
Dry feet, right?
dry feet,
how do I put them on,
too warm.
A whole bunch of things here, right?
How to keep them clean, stinky feet, my size.
I'm trying to choose a ridiculous example
so you guys see how easy this really is.
What size, do they stink,
foot care in general.
So think about this...
What shoes go with these sizes?
Yeah, exactly.
I'm getting athletes foot, holes,
you guys are saying them faster than I can write them.
But does that make sense?
Is it making sense what I'm saying?
Now, now... need washing or
they're too tight after the first wash.
So, there's a whole bunch of problems.
Wait a second.
You knew the problems before you sold it to 'em.
Huh. You guys can probably see where I'm going with this,
but just follow me for a second.
Let's match a product,
let's choose, let's choose
the fact that your feet might stink,
the size and foot care, okay?
Let's say that those are the top three problems
that I could think of and if I don't know
what the problems actually are, it's really easy.
I'm just gonna go look at reviews.
I'm gonna go look at reviews, okay?
So what product could I send with the socks
in order to fit the...
I'm sorry, solve the problem of what size should I have?
How could I solve that problem?
Right and let's wrap a product with it.
How do I put them on?
(laughs)
Sensitive skin, losing socks, story of my kids life.
(laughs)
Lateesha, that's funny.
Right, what are the problems that I can solve?
And what products can I put to solve the problem of
I don't know what size to get?
Right, I could actually, for their first pair,
I could send, I could send two pair of different sizes.
That way they don't have to deal with,
especially online, man I hate it when I find out
I get something wrong in the mail
and I have to package it back up,
go to UPS and ship it back.
Unless it's like kind of a high ticket thing,
I'm just kinda like, "Oh crap."
You know what I mean?
So I'm gonna send two pair of different sizes.
Maybe you were this adult, who got,
hey, we've got giant, bigfoot size socks,
literally Sasquatch size (laughs) and then like
normal person size, we're gonna send you both
to see which one you like with it.
That makes sense?
You see it, okay, wait,
but we're already giving them a pair of socks.
One pair of socks.
Leave that upper case.
Okay, this is the main product,
but this is where most people jack it up.
Here, watch this.
So two pair of socks, I'm sorry, one pair
and now I'm gonna give you of additional sizes.
Now what could I do to solve the problem of,
oh man, I'm not gonna wear socks
because my feet are gonna stink, you know what I mean?
A ruler, yeah, honestly, yeah,
you could send a ruler with them.
Al-bun-dee (laughs)
Send Shoe-Pourri, it's like Poo-Prri, but for your feet.
Boom!
There we go (laughs)
Exactly, that's what I'm talking about.
Shoe, shoe, uh pourri?
Didn't spell that right, but it's a made-up word anyway,
so it's totally fine, right?
Awesome, right?
You could also send them to, you could also send to them
maybe something like,
what if it was like a guide on how to get,
how to know what kinds of shoes cause feet to sweat?
You know what I mean, you see what I'm saying?
No one else, yeah odor eaters, foot powder,
kinda like a shoe freshener, give them some kind of perfume.
Stupid example, right, and we're talking about
freaking socks right now, okay?
That's what I'm trying to help you understand with this.
Okay, anyway, there's a whole bunch of things
we can toss that now, but what about foot care?
You know what would be cool?
What if I went out and I interviewed like two or three
foot doctors on foot care and I give them,
Little known,
Doctors Order's,
Doctors Order's Foot care.
A sexier name than that, but you know what I mean?
That's what it is, we won't call it that,
but that's what it is.
Foot care, uh...
it could be like three interviews or three videos.
Now what's the cost to fulfill on a video?
Freaking nothing, okay?
But check this out.
How much have you out-valued your competition with this?
Right, let's say you're not gonna actually send out a full
thing of...
two more pairs of, two of the sizes anyway.
I mean, it could be a ruler, right,
just like someone else was saying.
It could be like that foot map, you know what I mean?
You could send over, there was a really cool company
that I was doing some work with for a little while.
What they would do is they would make these
custom rings and then they would,
it was my buddy and I at the time,
we would send them some pictures of rings that we liked
because we were trying to sell diamonds
and they would go and they would craft it out of wax
and then they would send the wax replica
to us to see if we liked it.
And then we would say yes or no for the client
and then sell the diamond to them at... pricing it up.
Which is crazy cool.
What if you were able to send over to them,
you know those key molds, you know what I mean,
where you put your key in and it's supposed to,
you could do the same thing with like foot.
Like, hey, here's the foot mold,
we're gonna make a custom pair of socks.
You know what I mean? In reality, you could have like
three different sizes, but it's perceived customization.
Does this make sense?
Oh mylanta, by the beard of Zeus,
the cat's meow, the bee's knees,
that's a freaking offer!
What is that?
That's a stacks slide.
Does that make sense?
Total value, a lot.
What is the real price of it?
A pair of socks like everybody else.
Right, you could actually charge a little bit of a premium
and nobody's actually gonna compete with you on that.
Yeah, makes sense, I'm getting more stuff for it.
But really, it's just your first thing you're leading with
and then you're getting... have you seen like those socks,
monthly socks companies.
Yeah, I would totally lead with something like this, right?
Let's take care of your feet
and also make custom ones for ya.
Someone who's gonna buy Shoe-Pourri or Socks-Pourri,
they're probably willing to spend some cash on their socks.
You're talking to someone who's willing
to spend some money on this.
Does that make sense?
Let me come over to the comments real quick.
Foot needs to avoid help from foot odor.
Yeah, yeah, yeah,
or foods to avoid help a foot odor, yeah, exactly,
Jay 100% right?
May have the sock fairy for the ones that disappear.
Right, exactly (laughs) that'd be funny.
You could go to their house once a week
and scrub their socks with Russell's toothbrush.
(laughs)
You remember that Dan?
That's funny.
By the beard of Zeus, I was waiting to hear that,
that's funny.
Okay, does this make sense?
One of the easiest ways, so there is like a
gigantic way, that's super in depth,
to create your offers and the benefit of doing it
the long way is that I actually end up creating
my entire sales message at the same time.
Okay, and it's the reason I do that.
I match false believes and problems to products in my offer.
That's why my freaking stuff sells so well.
I've got an offer creation book coming out
on this very concept, okay?
I've done it for a lot people now.
So I wanna ask you guys a question.
How many people we got,
we got a lot of people on here now, don't we?
We got quite a few on.
I appreciate you guys taking the time here.
But what I wanna do real quick,
is I wanna do something pretty crazy
and a little bit ballsy here, okay?
This is gonna be epic, we have 72 people on right now
and I appreciate you guys taking the time.
How does this work when they want to purchase another pair?
They already have bonuses so may not need them again.
What's cool about this, Jay,
it's a great question you bring that up.
Well the reason why this is such a big deal,
is because you are able to at least create
the relationship, quickly, and then afterwards, ask them.
Like I would lead this as a front end package
and then the upsale is
do you wanna get on the monthly thing?
You know what I mean?
And if they say no, that's fine.
I'm still gonna follow up with the people who said no
and ask them again later, you know what I mean?
I just would lead with this stuff,
because now you're like out-doing
every other person that's out there.
Awe yeah, wish you could geek out with other
real funnel builders and even ask questions
while I build funnels live.
Ha ho, wish granted.
Watch and learn funnel building as I document my process
in my funnel strategy group.
It's free, just go to thescienceofselling.online
and join now.
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