- Boom!
What's going on everyone?
It's Steve Larsen from Sales Funnel Radio.
Today I'm going to teach you guys more about
how to hack the value ladder.
I've spent the last four years learning
from the most brilliant marketers today.
And now I've left my 9-5 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.
(electric guitar)
What's up?
Hey, so, I had my event called Offermind a little bit ago
and I had a ton of fun with it, which is awesome.
First of all, yes I'm wearing a Santa hat.
I know this is the second episode I've done this in.
Merry Christmas.
And if that offends you, I can say what I want.
(laughs)
Anyway, hey guys, what I wanna do is inside of Offermind,
which is the event I had.
There was a certain segment that I did
all about hacking the value ladder.
And if you don't know what a value ladder is,
a value ladder is a way to design a business.
It's gonna help you design how to acquire customers,
how to ascend them, how to monetize them,
how to have continuity inside of your business.
The value ladder's huge.
Now, what a lot of you guys may not know
is that the value ladder was actually something
that was slightly, kinda pioneered by Russell Brunson.
He actually did a whole lot of work to actually
help figure out how to actually do these things.
Now, this is traditionally what a value ladder looks like.
I know for a lot of you guys this is review.
But I want you to see what I'm about to do to it.
There's an order, there's an order
to attacking a value ladder, right?
And you can think of a value ladder as like,
as a business plan.
In college I was often encouraged
to write these monstrous 15, 20, 35 page business plans,
which were not even really that executable
by the time you were done, okay?
A value ladder, though, you actually get to
design out the entire business.
How it makes money, how you're gonna ascend people,
how you're gonna acquire them, all those things, right?
Get the continuity, all in one graph, right?
So its a huge deal.
I don't ever write a business plan, I value ladder.
In fact, on the other side of this whiteboard,
it's double sided,
is the value ladder for both of my businesses
and I know exactly the next step
that I am building at all times.
Which is cool, because it also means
I know exactly what I'm not building at all times.
It is a way to simplify everything that I'm doing, okay.
So this is again,
let me just make sure you can see right here.
If you guys listening on iTunes, I'm just gonna draw this,
but you'll be totally fine listening as well,
I'm gonna explain it all as we go.
I just am very visual and need to draw it out.
Kay, so this is kind of like a,
this is a value ladder, right?
Now traditionally,
now there are value ladders with more than three steps,
but we typically will draw it with three steps, okay?
So let me just put this down here, okay?
Alright, so, now at the cross at the bottom
there's two axis', right?
There's one across the bottom right here
and there's one that goes up the side
and on one side we have value
and the other side we have price, right?
Now, first off, I might confuse some of you guys
if you're getting like, brand new in this game, right?
Price and value are not the same thing at all.
And that's a completely different topic
which would be very fun to rant on about
sometime in the future. Okay,
but we have price and we have value and what we do is we go,
lets say this is money and right over here
on this side is value.
Obviously the more value you give,
the more money you can charge moving up the top.
So what we do is as were planning out a business,
or as I'm planning out how to actually go
and tackle a red ocean, or things like that.
One of the first things I like to look at
is what is the likelihood of me making money, right?
How many cards can I stack in my favor, before I ever start.
And so, one of the things I like to do is walk in and go,
okay, I like to go in and I like to tier the price points
that are already in existence inside of an industry.
So lets say I'm gonna go inside of, I don't know,
lets say I'm gonna start selling real estate, okay?
What are the different kinds of price point areas
that you see inside of real estate, right?
So it's super, super expensive, right?
Lets say $10,000,000, is there more than that, sure.
But, I like to look at my pricing inside of a value ladder,
inside of a market in three different categories, okay?
What's the group, right?
What's the area of price ranges that are the cheapest?
What are the area of price ranges
that are kinda in the middle?
What are the area of price ranges that are towards the top?
And as I do that, right,
this is gonna help me determine whether or not
I even want to enter.
Just because I could enter a market, doesn't mean I should,
doesn't mean it's a good fit for the lifestyle
that I personally want, right?
So what I like to do is, you know, up at the top, right,
down in the middle and then down to the very bottom,
start to walk through different price points
that are actually popped up inside
of these different categories,
it's like the different markets that are there, right?
So super expensive, right?
Lets say $10,000,000.
$10,000,000 and we have a price range
where its around that kind of area, right?
In the middle lets say,
I don't know, you got the $1-2,000,000 houses.
I'm just speaking very generally here, right.
And then down at the bottom lets say
that you got a lot of houses
that are in the $100,000 range, right?
50 to like, where it's super low, up to like $300,000 range.
Lets just say, keep it simple here, right, $100,000 range.
Okay, now one of the things that I like to do,
is I like to look inside of here and I like to see,
if those are the different price points
that this industry is used to bearing.
Now, could I look inside of there and see,
okay, how frequently does the average person
make a sale inside of that market.
And so, if I'm looking in
and I'm looking at all these different real estate agents,
and I'm looking at all of these people
that are inside of that area and I'm seeing like,
oh man, check this out, these guys, let's say they get one,
they get four sales a year
at the $10,000,000 price range, right?
I have no idea if that's the case.
Lets say that they're getting
around 1-2 sales every single month.
So lets say it's like, I don't know, six, say seven,
seven per year in this range, right?
And lets say there doing three a month in that range.
Okay, so how much can I expect to be making?
Okay, now a lot of you guys might be sitting back
thinking like, oh crap, like, this is really, really simple.
And I know my handwriting's terrible, but like,
man, I'm shocked at the number of people that don't do this.
And so they'll go in, they'll start selling
some freaking knick knack and be like,
how come I'm not making any money?
And I'm like, man, your funnel's great,
your sales message is awesome, your offer is fantastic,
literally the vehicle that you chose,
the industry that you went into
is not used to the price points to actually
make a lifestyle for you.
I swear if someone tells me they're selling like,
homeopathic life coaching to college students
I'm gonna go nuts, okay?
And I'm not trying to like throw rocks here,
but I am trying to get your freaking attention, okay?
Because if you're sitting back and you're like oh man,
how come Stephen, how come it's not working for me?
It probably, most of the time I have found that it is,
you are actually doing it well enough.
But you literally have chosen, right?
You have got these level eight, nine
or 10 skill levels inside of a level two opportunity.
Instead of level two price point.
And so what I like to do,
is I like to sit back and start thinking like,
how can I actually go in and develop these.
For example, lets check this out now.
You don't need to sell that often,
that many at these price levels to really make
somewhat of a good living, right?
Think about this crap before you go
and just jump into a market, okay?
There is some people that I have been coaching
the last little bit here and someone said
they're gonna sell, I'm not gonna say what it was
because I don't want to embarrass anybody, okay?
But, it was very clear that they were going
to sell to extremely broke people.
Which again, I'm not saying that they don't need services,
or anything like that.
I'm just saying that if were gonna make your
change your world business, not the world.
Man, stack the cards in your favor.
Good grief, like, make sure you think through this
before you actually start diving in.
Just 'cause you could sell to them,
doesn't mean that you should, right?
So anyway, alright guys,
I got a really cool opportunity here for you.
This one I'm gonna drop out to you.
Hey, the very, very top price levels,
I know, it's gonna blow your minds.
Okay, oh my gosh, here we go.
$100 up at the top.
Oh that's way brighter.
Why didn't I have that before?
Kay, 100 bucks at the top for a natural price level,
the markets already used to bearing around that level,
oh, that's so cool, so cool, I'm really, really excited.
Down here at the bottom, guys, we can go super cheap.
I'm really excited about it,
that we can get it cheaper than everybody else.
We can actually could sell each one of these items,
which I'm going to reveal in a moment, for $5 a piece.
Oh my gosh, are you so pumped?
This is so cool.
Alright, now right here in the middle, lets go,
we've got $25 range right here in the middle
of this value ladder.
Oh man, look at that, look at that.
We could actually auto-ship out to people for $10,
every single month.
We could auto-ship out, right here.
Alright, you guys wanna know what it is?
Pogs.
(laughs)
Kay, you guys remember Pogs?
When I was in elementary school, these things called Pogs,
these little circle cardboard things
that were colored and you could
play a little game with them.
I don't know that anyone ever
actually figured out what the game was, we all just had 'em.
I don't even know if you could find
someone to give $100 for Pogs for.
Okay? If you have a huge list,
or if you are like an e-comm killer, awesome, that's great.
But how much margin are you gonna pull on something like,
you see what I'm telling you guys?
Like, hack the value ladder, right?
I'm gonna walkthrough, real quick, a scenario here.
These are a few things that I look at
when I'm actually building out a value ladder, okay?
For real, this is really what I go do.
And instead of value at the bottom and price on the side,
I wanna walkthrough one other thing here.
Kay, this is something that I look at, again,
before I ever enter a market,
before I ever think through where I'm gonna get traffic,
before I ever think through what my offer is going to be,
before I ever think through any of that stuff.
And I'm not saying, I mean that's all great,
you should think through that before start buying it.
But before I ever start thinking about that stuff, though,
the stuff I'm thinking about is actually this right here,
okay? Alright, so down at the bottom,
what I'm actually going to do is
we're going to put typical margins, okay?
What are the typical margins
I can expect at this price level, at the high price level,
and the middle price level, okay?
And what I've technically found, across almost all industry,
in fact I would say pretty much all of 'em,
this is how I usually see it working, okay?
The typical margins at the
different value ladder steps, okay?
So down here on the side we're gonna go with margins.
Okay.
And then up here on the side,
we're gonna go time to fulfill, okay?
'Cause a lot of you guys like, you're making a lot of money,
but you're spending so much time fulfilling.
I'm not saying you need to get out of your business,
I'm saying you should start thinking
about other ways to make a lot of money
and a lot of margins without a lot of time to fulfill.
And a lot of your guys have never thought of that before,
or you're still doing, you know, a classic 9-5 job.
That's a lot of time to fulfill,
with not much margin, right?
That's a 9-5 job, that is the definition,
it's the lowest spot on the totem pole, right there, right?
So if we go through we think about time to fulfill, right?
Lets look at this right here quick.
Time, I'm just gonna go fulfillment time.
Fulfillment, okay,
fulfillment time on one side and margins,
typical margins across the bottom.
What I usually see,
when you're building out a value ladder, right?
Is that the higher up you go in the value ladder,
obviously, the more margins.
And you're like Stephen, duh. Like, yup, it is duh, okay?
On the very bottom of the value ladder,
lets say I'm selling a book, right?
Man, that's not much margins, why?
Because it's a book, right?
It's not normal.
Is there exceptions to the rule, yes, but again,
Steve Larsen is not about exceptions to the rule.
What are the rules that cause cash?
I don't want to have to be constantly
learning tricks to make money.
What are the rules that make money?
I can just follow those.
So typically as a rule, right?
The margins, at the very bottom are very small
when you're selling something like a book, right?
Or whatever your low end thing is,
there's usually not a lot there, okay?
Towards the middle, obviously number two, more margins,
you're going higher up.
Number three, right, even more margins going up, right?
More margins, more margins,
like obviously the place you wanna go
is the very tippety top.
But who can you only sell to?
Typically the people who are already your customers, right?
So you gotta acquire a lot of customers pretty quickly,
typically, right?
Typically. Okay, now lets look at this, though.
This is what's fascinating.
Okay, what is, how much time does it take
to fulfill a book sale?
Like nothing, because you already wrote it, right?
(laugh)
I just don't, usually products
that are down here towards the bottom.
If you're like, Stephen, this makes sense
because you're talking about info products.
Guys, it works for any industry, okay?
Watch the concept that I'm talking about here, real quick.
Time to fulfill, or fulfillment time, right?
What's cool, what's very fascinating
is that it's actually the opposite right here.
Instead of one, two, three, it's one, three, two.
What I find is that when you're entering a market, right?
When you go and you say, hey red ocean,
you look really red and there's a lot of competition,
I'm actually gonna take you
and I'm gonna turn you into a blue ocean, right?
I'm gonna bring people out and make a blue ocean out of you.
Oh gosh, that's so exciting, Okay?
What I find is that when you're moving from a red,
you're taking a stand and you're moving into the blue,
this place in the value ladder,
right here, is the place you wanna be, okay?
And it's the middle of the value,
funny enough, middle margins, lots of time to fulfill.
You're like, Stephen, why on earth would
we create something on purpose that actually goes and okay,
this is hacking the value ladder, right?
Follow me for a second as we go into this.
The way I like to draw this,
is I like to draw the red circle right there,
its the red ocean.
And as I create this value ladder, right?
I'm creating the value ladder and what's creating it,
that first thing in the value ladder,
the first thing in the blue ocean
is that middle spot in the value ladder, right?
Look at that, typical margins,
you're gonna get good margins, right?
It's why, you're gonna get good enough margins.
You could take the money and dump it back into ads,
you can get good enough margins
that you don't need your Facebook ads
to be a perfect round one,
'cause they're not going to be, right?
You can get good enough margins
that you can go and actually put the money
where you need to, to start building the business.
When somebody comes and they enter a blue ocean
by building a product on the value that's at the bottom,
I know, it's typically, they either got deep pockets,
a giant list, they're already an expert in something crazy,
or they just like wasting money.
Like, I can't understand it.
I actually I have a hard time understand why anybody ever,
would enter a blue ocean,
or try to build one with a low margin,
low time to fulfill product,
the very bottom of the value ladder.
It baffles me, I don't get it, okay.
The order that I always build in
is always middle, top, front.
Because as I'm going and I'm building
in the middle of the value ladder, right?
It's like I said enough margins for me to go
and mess up a little bit and that's okay.
And I can, when I do get sales
its enough of a mid-tier price level, right?
I could actually go and dump it back into ads
and still be profitable.
And the machine works, the systems work,
the numbers work better.
So what I like to do, is I like to go in,
like I said, first of all, number one,
this is the first place I like to build.
Because it proves out the main idea with the customer.
We take them from the red,
we pull them over to the blue
and we prove out the main idea with the customer.
Then what I do, is I sell something more expensive
to my existing buyers,
not to those who are in the red, okay?
I like to go in and this is the
second place I like to go build, right?
We look at like, the order I like to build in,
that's the green here, right?
The order I like to build in is one,
two on the back, because it's a lot of money,
actually, ironically, less time to fulfill than the middle,
which is very ironic but it's usually always true.
And then down here at the bottom,
when I start running out of customers
and I need to start building break even things
to just fuel these other two top places, okay?
Down here at the very bottom, right here,
this very spot right there,
before these three steps in the value ladder,
that's where I have, this is my content, okay?
I take my content very serious,
I consider myself to be in the content business
and then Stephen Larsen, okay?
Its like my identity.
I am a content machine and then I am Steve Larsen.
I think it was Gary Vee that said that the first time
I heard him, anyway.
So right here is content.
(marker squeaking)
Boom.
Boom, content right there.
So I build content and that's fueling different steps
in my value ladder.
'Cause you'd be shocked how many people
in Russell's inner circle have never read Expert Secrets,
or DotCom Secrets.
And it shocked me like crazy
and I thought they were joking
and I started laughing openly once at a Mastermind.
You have to understand though, a lot of these people,
they're successful business owners, they don't,
a lot of them don't have time to go through the next book.
They just want the done for you solution, okay?
So right down here at the bottom, right?
We have the do it yourself solution, right?
In the middle is the done with you solution.
And then at the very tippety top,
we have the done for you solution.
Okay, the DFY solution.
So I'm doing the done with you,
the done for you and then finally
the do it yourself solution.
But what I find is that when
somebody reads the book DotCom Secrets
their natural inclination is to go start at the very bottom.
Build a break even tripwire funnel.
They're sexy, they're cool, I totally get it.
Ironically enough, they are more work
than any of these at the top, okay?
They typically take so much more time to build.
It's not that much more time to fulfill after the sale.
But they take a long time to build.
Anyway, so, that's the order that I do it in, okay?
Just to keep going here, real quick.
Just so you understand more of these pieces.
What I'm trying to do with each one of these steps
as well is right down at the bottom, this content,
the role that that step in the value ladder is,
is just merely a relationship.
(marker squeaking)
Okay, that is incredibly squeaky.
Right down there, the goal of it is just
to build a relationship, that's it.
I'm never not going to publish,
I will always be publishing the rest of my life, okay?
In the middle, that next step up right there,
the whole point of it is acquisition.
All I'm trying to do it acquire. Kay,
the next step up, the very next one up there
is all about ascension.
Ascension, I think I spelled it right but whatever.
The next one up is just monetization.
It's just where I'm selling my existing buyers
more expensive solutions.
Okay, monetization.
That's it. Relationship, acquisition,
ascension, monetization.
And that's what I'm expecting to do,
as well, as I'm building out the different funnels.
Now each one of these is at least one funnel,
at least one.
There's not, funny enough, one funnel is actually all that,
as well.
But, anyways, that's we're getting deep.
We're going, that's probably too deep, it's crazy.
Okay.
Last little piece, I want you guys to know about this stuff.
I know this is kind of a big episode here, anyway.
But what I'm typically also looking at is like,
as I'm building out the offers
that go inside each one of these things,
I'm looking to see which one,
like, I'm looking to see how to actually deliver
the offer that I'm promising them.
If the job on my sales message
is to give a cool promise, okay?
The job of my offer is just to fulfill on the promise,
see what I'm saying?
And the roles are not interchangeable,
you cannot reverse them.
That's the reason why when someone has a cool product,
but it's not selling, they didn't make
a sales message, right?
Of course its not selling, right?
The role of the product, the role of the offer
is to fulfill, not sell.
The role of the sales message is to make a new promise,
not fulfill, okay?
And so what I do for each one of these things.
Is this okay?
This is a far more technical episode
than I typically do inside Sales Funnel Radio.
I just wanted to teach this stuff to you guys,
so you see what I'm looking at
when I'm coaching a lot of people.
There's a lot of frameworks
that are running through my mind
when I start looking at peoples stuff.
And I'm like, yes, no, good, bad, wrong order,
look over here, don't look over there, you know what I mean?
But one of them that I'm really looking at,
is I'm looking to see like, okay, what's your price range?
Okay, what is the historical price range
that your market is used to bearing.
Oh, why are you selling down in the do it yourself range.
There's a individual that I buy services from who,
this person is an absolute killer,
they're absolutely amazing,
I could tell right from the get go, talking to them,
I'm not even telling you the gender so you don't know, okay.
I don't wanna embarrass anybody.
But I was blown away at how freaking cheap
the services were.
I mean I was like, I was astounded, I was astounded.
I thought at least that I was going to be charged,
at least five times more than the person
said they were going to charge me.
I was like, what?
This has happened to me multiple times, guys.
Stop selling your crap, right?
You're done with you services
at do it yourself prices, okay?
Cut it out.
You're actually hurting yourself.
I actually lost a little faith in the persons
ability to fulfill and deliver to me.
I actually refused to pay the cheaper price, okay?
I told this person,
I was like there's no way I'm gonna pay you that much.
They were like, no, no, it's totally fine, totally fine.
I was like, it's not fine.
I was like, you charge all of your clients this much money?
That's pennies, that's absolutely nothing.
You have that many, what?
Like you guys,
a lot of you are already better
than the majority of that market at what you do.
Stop selling your stuff at stupid, dumb low prices
just 'cause you're afraid and you have a price aversion.
I'm just here giving you Papa Larsen love
and I hope you understand like,
why you may not be doing well.
Even though you have all the pieces there.
Your sales message is good enough to sell, right?
Your offer is good enough to fulfill,
your funnel is good enough to deliver it all.
But you're just not making money because you're selling,
even done for you services, down at do it yourself prices.
That's exactly what this person was doing.
We weren't even going from this level to this level.
We were going from the very top level service
all the way down to the bottom.
It was almost nothing.
I was so, I was almost embarrassed.
I actually felt like I was in the wrong place.
I actually refused to even take this persons services on
until we 4Xed the price.
That's a true story, it happened yesterday, okay?
And what I want you to know,
that's what I'm trying to get you guys
to understand here with this.
As you are looking to see what to enter,
understand that just because you can sell something,
doesn't mean you should.
And just because you could go into a blue market,
what's the order you're going to do it in?
And as you start to enter the blue,
what are the historical price points
that your market is used to bearing
and how can you enter in near the middle, right?
Little bit more expensive, be premium, okay?
But with the expectation that people
are already expecting those types of price points.
I was expecting more money to go out, 4x, right?
Over 4x the amount of money.
We actually didn't even decide to do business
with this person until they 4Xed their price
and then it was just like,
tolerable enough compared to all the other services and,
I mean I have a lot of agencies working for me.
I was like, are you serious?
Even Colton walked over to Cameron like look,
do you know how hard it would be for Stephen
to do this on his own, there's no way, there's no way.
Come on, it's worth way more.
Are you serious?
It was an insanely low price.
Like done for you services at do it yourself prices.
The very top level the value ladder services,
at the very bottom of the value ladder prices.
I was like, holy crap.
And I actually felt embarrassed for the person
how shocked they were about what I was saying.
And I don't want you guys to go through that.
And I probably should've started with that story
so you would have more context on what I'm doing here.
For you to know where you're looking at this, like guys,
look at the historical price points, look at the historic.
What is the market used to bear,
what are they used to bearing?
Russell taught me this really cool thing once and he said,
he said, you know what's funny, man,
is when I started selling
and I started doing all this mastermind
and stuff like that, the price point,
the accepted market price point for a year long mastermind
was five grand.
I was like $5000?
And he's like yeah.
And then some dude came along and he's like,
dude, I'm charging eight.
And everyone was like oh, are you serious?
$8000?
That's crazy, you're nuts.
And then we all started charging like six,
seven, then up to eight
and then the market started charging eight
for a year long mastermind.
And then someone was the crazy psycho and went to 10
and then all the price levels,
the market prices that everyone
was used to spending went up another few grand.
And then it went to 12, and then 15, 18, 20, 22, 23, 25,
whoa, that guy was crazy, right?
Then it went to 30, 35, 50, Russell's 50 now.
Russell has, also mastermind,
he's a part of where he pays 100 grand a year
just to be a part of them.
But that was not possible, even like six or seven years ago.
The historical price points of the market
he was selling into could not bear those levels.
So if you don't know what those are, you are,
when it comes to pricing,
like hack the value ladder, my friends.
There already is one in existence
inside of your red ocean
and if you're gonna go build something that's new,
like understand what people are already used to buying.
So you don't have the embarrassment of someone going,
that cheap?
Because I will tell you I felt like someone was,
got me inside a cool Ferrari, I just went and test drove it,
I was super excited about it
and I got out of the car
and there was a smug look on the salesman's face.
And they said, hey, for this,
we're going to give you this awesome Ferrari
for only $2000, yeah.
You'd be like, what's wrong with it?
Right?
It doesn't feel like a deal,
It feels like you're actually in jeopardy, okay?
So if you guys are doing that right now,
raise your prices, okay?
Just raise your prices.
Understand the historical levels, figure out where they are,
understand the historical levels
and then go a little bit more premium.
Understand that the order you're gonna attack
the value ladder in, right?
You're done with you, right?
Then the done for you,
then the do it yourself services, okay?
And when you do that, my friends,
welcome to the capitalist big game, okay?
Way easier to do that. Funny enough,
I felt more taken care of, okay?
After spending more money, which is crazy.
And if you're like that sounds stupid, Stephen you're dumb,
why didn't you get the discount?
It's not about the money at that point,
it's about the value, okay?
And they're not the same thing.
And you need to know that people are looking
for that from you.
So I just wanted to do this quiz episode right here.
I know it was a little bit more technical.
But I want you to see what's running through my head
as I start to look through someones business.
Okay, what are they thinking that they're selling at,
holy crap, this person has a price aversion,
or this person has no idea
the historical price points inside their market,
does that make sense?
You gotta figure out where you are.
Or, this person is just barely building
out their products and they're afraid
of charging the full price,
'cause they feel like they gotta go beta.
I never do discounts, ever
and I don't think you need to either.
Anyway, so guys, that's what I look at.
Your typical margins,
typical time to fulfill on the product
and then I look at the order to actually go
and attack the value ladder in.
And I spend quite a lot of time
in the middle of that value ladder area.
Especially when building a blue ocean.
Because the red ocean is guiding me
in the creation of the blue.
I spend more time understanding the blue, than I do,
let me say that again,
I spend more time understand the red,
than I do creating the blue, okay?
'Cause the market is gonna guide me in that.
And as I do that, once I figure out the solution,
once the idea is cemented,
then I just go and I create something else
and I sell back to those existing buyers.
And then once I can tell
I'm kinda getting all the easy customers from the red ocean,
then I go and I create a do it yourself solution,
just to acquire more people at a break even, okay?
At a break even funnel.
That's kinda how I do it
and I've done it twice now, just in this year alone
and it's been really,
really fun and it's worked really well.
And I've been doing it for a lot of other customers.
A lot of students and the patterns holding true
and that's exactly how we've been doing it.
Doesn't matter if you're in the info business,
doesn't matter if you're in e-comm,
I actually love doing this most in e-comm.
Doesn't matter if you're in be to be
or in retail or whatever,
this is the conceptual thing that I use to go do that.
And if you have more steps in your value ladder,
that's okay.
Just know that these are more like zones,
towards the top this is what it's going to be,
towards the middle, towards the front.
And if you don't have content, right?
People are gonna, what I do is I create content
that hooks into each,
I have an episode that hooks
into each one of the pieces of my value ladder.
Then I go back and I do it again, okay,
and then I go back and I do it again.
The little tiny hooks that bring people in.
And, anyway, guys hopefully that episode was helpful to you.
I know it was kind of long
but I want you to understand what I'm doing and why I do it.
And the strategy behind,
I go and inflate a blue ocean
and actually put the scaffolding in it to actually go win.
Anyways, guys, thanks so much.
Hopefully you guys enjoyed the episode.
Please, please, it really means a lot to me
if you could leave a review inside of iTunes,
it would mean so much.
I spend a lot of time doing this
and it actually is very invigoration
and exciting for me when I see inside iTunes,
different reviews and it gives me steam to keep doing this.
We put a lot of effort into this episode, or this podcast.
Guys, thanks so much.
I'll see you guys later.
Welcome to the capitalist big foundation.
Bye.
Oh yeah.
Hey, obviously the funnels already dead
if you can't get anyone to opt in, right?
So I spent four hours teaching an audience
how to get high opt-in's.
When they work, when they don't work.
If you want access to that members area,
where you can watch those replays,
just go to freeoptincourse.com
to create your free members account, now.
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