SFR 244: Offer Or Die...
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I\'m going to show you a deep look into the top of my Value Ladder and the offer we\'re selling there (and why)...
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We\'re in a marketing economy where customer success equals the future of our companies.
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\\u2026 so if you can\'t get success for those who buy from you... you\'re gonna die.
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So one of the questions I ask myself is:
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How can I get faster results for those who purchase from me?
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My answer is LIVE EVENTS\\u2026 but not any ole live event - I\\u2019m talkin\\u2019 something SPECIAL\\u2026
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In two days from the publication of this article, I\\u2019m gonna be running my first high-ticket event, OfferLab \\u2026
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And I thought I\'d tell you what it is\\u2026 and why I know that it\\u2019s gonna get AMAZING results for people.
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First, let me tell you why I LOVE live events sooo much!
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EVENT MAGIC
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There\'s something to good Live events that makes them extraordinary
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If somebody\'s willing to schedule a time to come to a live event...
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i.e.,
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- Get the babysitter
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- Take off work or their own business
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- Organize the flight and the hotel room
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- Take the time to show up
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....that\'s NOT the same kind of individual as someone who wants to download a member\'s area, and just consume content in their basement.
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You know what I\'m saying?
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It\'s just NOT the same kind of person.
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The more workshop style events are the ones that I appreciate going to the most.
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I don\'t just want to be spoken at...
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Even OfferMind is not just a \\u2018let\'s just listen to Stephen speak for three days event,\\u2019 I hate that.
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- I\'m there to network... but it\'s NOT why I go.
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- I\'m there to learn\\u2026 \\xa0but I\'m NOT there to be spoken at.
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I really wanna do things at events that are hard to pull off on my own or that would take me a huge amount of time or money to learn on my own.
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I think this workshop-style approach was part of the reason why FHAT was so successful back in the day.
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THE FHAT EFFECT!
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The FHAT events were small groups of 60-ish people.
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It was an expensive room - people would pay 15 to 30 grand for three days.
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First, Russell ran the event... and then eventually, I had the privilege and the honor of running it for him.
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So people would work with me during the day and then Russell would do spot training in the evening.
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It was a really powerful event.
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Eventually, I began to notice this weird phenomenon, ( I didn\'t expect this at all), but without fail, the fastest success stories ALWAYS came from people in the FHAT event.
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I\'m sure there were anomalies, but that was the general pattern.
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That was a powerful lesson for me because I started realizing \\u2018the role of the event.\\u2019
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A lot of people were already successful... or they were brand new and serious\\u2026
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But I think one of the reasons why the FHAT success rate was so high had less to do with whether someone was already successful\\u2026 and MORE to do with *INTENT*
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It was the reason why they showed up in the room.
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The FHAT Event was fast, furious and very focused... it was a workshop style three straight days... and by the end, people had tangible results:
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- \\u201cSweet, I got my sales message.\\u201d
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- \\u201cAwesome, I got my offer.\\u201d
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- \\u201cCool, here\'s my funnel.\\u201d
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And for what we didn\'t get done there was a ton of easy pre-built things for them to use...
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We specifically focused on all the things that are very hard \\xa0to do on your own.
THE DEATH OF FHAT
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The FHAT event doesn\'t run anymore... and here\'s been this hole in my heart ever since.
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I can\\u2019t bring the FHAT event back because it\'s NOT my event (it\'s a ClickFunnels/ Russell Brunson event), but I\'ve always wanted to have a similar event of my own\\u2026
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But I wanted to bring it back in a very different way\\u2026
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I\\u2019m talkin\\u2019 Larsen style 2.0.
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INTRODUCING OFFERLAB...
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OfferLab is happening on May 23rd, 24th, and 25th - it\'s something I\'m only doing twice a year - so far, I don\'t see a reason to do it more than that.
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At its core, OfferLab is a workshop event.
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Now, I know that\'s nothing new... but stay with me ;-)
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OFFERLAB DAY#1:
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After the first Funnel Hackathon event, Russell and I realized that people needed to go through a whole bunch of stuff before they showed up to the event\\u2026
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Otherwise, we just ended up re-teaching all the stuff that was in the member\'s area.
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I don\'t want to do that.
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Why would you come to an event where I\'m just gonna teach you the same stuff that you had inside of a members area?
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Sooo\\u2026
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Day #1 is a recap and a spot-check - people already gone through an in-depth 90-page workbook.
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The last thing anyone needs is MORE content - so the workbook is focused teachings with specific outputs that build upon each other.
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I want to check that people know:
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- Who they\\u2019re selling to
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- What they\\u2019re selling
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- The core problem they solve
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- Their core offer
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It\\u2019s a lot of the foundation pieces that most people skip when they\'re doing any kind of offer creation.
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I\'m finding that I can\'t teach offer creation without going into market selection.
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I don\'t know how it works otherwise? I don\'t know how to do it without that key piece.
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The first thing I need to go through is market selection.
Before I even think about:
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- An Offer
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- A Sales Message
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- The Funnel
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- How to launch
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... ahead of time, I need to know the market selection and positioning.
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It\\u2019s a much broader, high level, 30,000 view that massively affects the kind of
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- Offer I build
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- launch campaign I run
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I need to know all that other stuff, but it comes after I discover market selection and positioning.
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So Day #1 is about; it\'s market selection, and we go through what the core problem is\\u2026
It\'s aggressive... and we go late into the night, but at the end of \\xa0Day #1, everyone is gonna be very clear on:
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- What market they serve
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- The red ocean they\'re coming out of
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- Their blue ocean and the scaffolding to build it
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- The core problem that they solve (most people can\'t even name the problem they\'re solving in their business. Baffling, right?)
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- The core offer and how to build it and likely it will be built.
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But it gets EVEN Cooler!
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GETTING RESULTS
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I started thinking, \\u201cOkay, but a lot of people run events like that...
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\\u201cI\'m Steve Larsen, baby! How can I make this different to what everyone else does?\\u201d
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So we did a little brainstorming session\\u2026
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I started to think about where people got stuck at the FHAT event\\u2026
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We\\u2019d help people to:
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- Build their webinar slides - which was so cool. I mean, it was so unique.
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- Give \'em things for the funnel
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- Put together their offer
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- Think through a lot of their positioning inside of the market.
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BUT\\u2026
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One of the things I noticed that people struggled with after they had those things - was when the rubber meets the road at the launch\\u2026 \\xa0
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At that point, most people can\'t just push that baby outta the door\\u2026
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\\u2026 which leads me to Day #2!
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OFFERLAB DAY#2
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Day #2 is all about Lucrative Launch Campaigns...
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I\'m specifically focusing on the most lucrative styles of launch campaigns that I see over and over again, regardless of what they sell/ industry/ product/ price point/ online/ or offline\\u2026
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What are the launches that pretty much always GUARANTEE a win?
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I love Jeff Walker, he has \\u2018Launch\\u2019... but that\'s teaching one specific style of launch.
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The book Ask by Ryan Levesque, (love the book), that\'s really one style of launch too.
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Those are great ways to launch, but there are lots of other ways too.
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I just used a bunch of different launches myself\\u2026
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So on Day #2, I\'m gonna teach launch strategies - \\u2018now that you know the core of your business, who gives a crap unless you can cash flow on it.\\u2019
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Cash isn\'t king, cash flow is king.
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So taking the core offer that they\\u2019ve built - what\'s the quickest way to cash? That\'s all I care about now!
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Now it\'s time to make money.
Right now, of the 30-ish people coming to OfferLab - about half are new and about half have an existing business.
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That\'s the beauty of what \\xa0I\'ve chosen to teach\\u2026
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It\'s NOT just for somebody who is a killer with an existing business - \\xa0it\'s for EVERYONE.
LUCRATIVE LAUNCH TO EVERGREEN
There are two different types of campaigns\\u2026
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- The Launch Campaign
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- The Evergreen Campaign
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Most people run straight to the Evergreen Campaign and just turn on Facebook ads.
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There\'s nothing wrong with that, however, you stumble over a ton of cash if you skip the Launch Campaign - they\'re very different creatures.
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So on Day #2, we cover\\u2026
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- Here\'s how to have a lucrative launch campaign
- Easy ways to turn on Evergreen-style campaigns.
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MY CONTENT MACHINE
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However\\u2026
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The thing I\'m most excited about on Day #2 is the insane deep dive on my content machine.
\\u2026 there\'s a lot to it.
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There\'s far more to my content machine than, \\u2018let\'s just repurpose this stuff and publish it all over the place.\\u2019
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If you guys really watch what I\'m doing with content...(it makes me sound conceited)... it\'s freakin\' cool.
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I\'m gonna go into insane depths about my content machine and actually help people to create their own\\u2026
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I understand that a lot of people are gonna be scared to publish. I get it - I was too.
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I know a lot of people are gonna be scared to repurpose... I get it.
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I know a lot of \'em are gonna be like, \\u201c...but Stephen, you\'re spending 20 grand a month on your content machine. Do I have to do that?\\u201d
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*NO YOU DON\\u2019T*
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We can help everyone implement \\xa0- no matter where they are...
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Now, this is as far as I thought through when I first started selling this program, but I was like, \\u2018...it lacks a certain pizzazz.\\u2019
RED TEAM/ BLUE TEAM
I think one of the best things anyone can do with their offer is to play devil\'s advocate.
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It\\u2019s time to look at your business and ask:
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- \\u201cWhy does my business suck?\\u201d
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- \\u201cWhat are the things that can be improved?\\u201d
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I never look at my business like it\'s perfect - \\xa0there\'s always something wrong with the baby, right?
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I look in my business and ask:
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- What\\u2019s not good?
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- Why would I NOT buy my own thing?
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- What\\u2019s lacking sexiness?\\u201d
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That\'s one of my secret weapons.
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I Red Team/ Blue Team my stuff all the time - I didn\'t realize that\'s what it was called until I heard Tim Ferriss say that in an interview once.
In the army, we\'d call it War-Gaming - one side attacks while the other defends.
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You go as hard as you can at each other...
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It\'s interesting what you learn when you Red team/ Blue team your stuff - \\xa0
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There\\u2019s a similar scenario that comes from the coding world as well:
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- I\'m gonna try to hack your stuff
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- I\'m gonna try and defend it
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...who wins?
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CREATING INSIGHT
One of my favorite things is to put headphones on and listen to a playlist I have called Insight Music - I just walk around thinking\\u2026
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I like to brainstorm; there\'s not necessarily a topic. It\'s one of my favorite things on the entire planet to do.
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I can\'t wait until I have more business structures built inside of my company so I\'m doing that all the time. That\'s where my zone of genius comes out.
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Anyway, I did that for OfferLab - I was like, \\u201cWhat else could we do?\\u201d
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\\u2026 and then it came to me!
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The thing I hate about most events is that when they\\u2019re finished I can\'t say, \\u2018This is what the event helped me to create.\\u2019
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A lot of times, I don\'t know what the outcomes from me having gone to the event are?
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That was my biggest fear with OfferMind.
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I believe that one of the reasons why OfferMind has been so successful already was because I focused on what you\\u2019d be equipped with when you leave.
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I want you to be able to say:
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- \\u201cThis is what happened.\\u201d
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- \\u201cThis is what I\'ve done.\\u201d
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- \\u201cThis is why things are different.\\u201d
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- \\u201cThe common denominator just changed.\\u201d
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- \\u201cThings actually upgraded.\\u201d
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- All ships rose because I went to that event.\\u201d
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\\u2026 and I definitely want that for OfferLab too.
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So I was thinking about how to create an event that people walk away from saying:
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\\u201cThis is what I did. This is why it was all worth it?\\u201d
So what we decided to add Day #3\\u2026
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OFFERLAB DAY #3
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It was ALWAYS frustrating to me whenever I\'d see some successful guru something achieving. I\'d be like, \\u201cWell, of course, they can do that, they have\\u2026
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- A List
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- A video person that\'s awesome.
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- Thousands of dollars to spend on awesome headshots.
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I felt so outclassed. I couldn\'t function, I couldn\'t perform or compete in this space\\u2026
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It was a false belief, but it was my belief.
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...and maybe you\'ve been there?
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If you\'re like, \\u201cWell, I can\'t compete because it\'s Steve Larsen.\\u201d
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Man, I wasn\'t Steve Larsen until two and a half years ago.
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So what could I do? How could I arm people to overcome that limitation?
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If the whole goal of OfferLab is to increase the value of one\'s core offer or help build a core offer - what can I give them inside of their core offer that\\u2019ll be a massive, huge accelerant?
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- Does the sale depend on a logo? No, but what if I helped them get one?
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- Does the sale depend on professional headshots? Absolutely not, but what if I was to help them get that?
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- It\'s cool to have the nice splash graphic, even though it\'s NOT why they buy - it does help.
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So I\'ve been listing a bunch of cool assets
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\\u2026 they are NOT the reason the sale happens but they are still assets.
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It\'s still nice to have a cool logo - even though it\'s not what cause the sale.
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So there are all these assets that I felt outclassed because I didn\'t have; what if day three was asset day?
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So that\'s what we\'re doing\\u2026
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ASSET DAY
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I went through all the people who do my...
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- Headshots
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- Videos
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- Logos
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- Motion graphics
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- Images
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- A lot of design styled stuff
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\\u2026 all the stuff that makes this Core Offer come alive.
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We\'re putting everyone into a limo, (I can\'t remember what kind it is, but it\'s BIG) and driving them to see all these people.
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I grew up in Denver, Colorado; I would never have guessed that Boise, Idaho has this much tech... but it really does.
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ClickBank is here... Bodybuilding.com is here... ClickFunnels, obviously - it\\u2019s a very entrepreneurial space.
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I\'m not gonna lie, I was like, \\u201cBoise, Idaho? I had potatoes yesterday.\\u201d
I had no idea...
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A lot of the times I\'d be watching Russell create assets and before that, I didn\'t even know that I should think about having someone to do that for me...
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It\\u2019s been cool is to list out all the assets that I see most new entrepreneurs or existing entrepreneurs want.
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And even though it\'s NOT the thing that makes the sale - \\xa0a lot of times it\'s what gives the new one\'s confidence.
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So for the first half of the day, I\'m actually gonna take people to\\u2026
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- Get their headshot
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- Tell their origin story on a beautiful camera
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- Get their logo done
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- Have a splash graphic done
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\\u2026 all the assets that really help the core offer.
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It\'s less about making it sell, (I didn\'t have any of that crap beforehand), and more about confidence for the entrepreneur, whether they\'re new or existing.
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MEET MY CONTENT TEAM\\u2026
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Then I was like, \\u201cOkay, how can we make it even sexier? One more step of awesome.\\u201d
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When I was studying to become an officer in the army, a very common style of training was the round robin.
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- Station #1: you\'re gonna learn grenade throwing.
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- Station #2: you\'re gonna practice buddy-bounding, (one guy shoots, \\xa0you run forward, and then you shoot to keep him forward).
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- Station #3: you\'re gonna focus on how to call for Medivac.
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They\'re only 15-20 minutes stations, but in two or three hours, you get this baptism in each one skill set.
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Then the next week, you did the same thing until you got better and better.
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I was like, what if we did something similar?
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So I invited my entire Content Team to come and round-robin for 15-minute fast spot-check coaching session \\xa0- it\'s like speed dating.
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That\'s a freakin\' massive deal!
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They will look at your content and say, \\u201cThis is the reason why your Instagram isn\'t growing.\\u201d BOOM!
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...then you get back up and you go to the next person and they look at your ad account or at your platform...
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\\u201cHey, this is the obvious sore thumb - just change that.\\u201d
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How sick would that be!
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MY HERO TEAM
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Then I thought\\u2026
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\\u201cWhat if I had my hero team come in?\\u201d
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So you have NOT just the content team, but the actual people who help me set up other aspects of the business.
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The people who...
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- Spot-check systems in my business
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- Run my finances
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When I first started in this game I felt like \\xa0\\u201cI\'m not gonna make it. I don\'t know who the best of the best is?\\u201d
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That was my thing.
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I was moving forward, but my biggest hang up the majority of the time was, \\u201cI don\'t have money but I have time, dude. What am I supposed to do? I don\\u2019t know who to ask?\\u201d
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Anyways, how cool would it be to have my\\u2026
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- Facebook ads person
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- Business systems person
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- Financial people
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They do all that stuff for me... \'cause they love it, and I don\'t! That\'s great, right!
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So now there\\u2019s a round robin with my content machine and my hero team as well.
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It just keeps going\\u2026.. it\'s freakin\' awesome!
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THE OFFERLAB LOWDOWN\\u2026
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Here\\u2019s how I set stuff out for OfferLab...
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- You need all the stuff on Day #1 and Day #2
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- You don\'t need a Day #3 without \\xa0#1 and #2.
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- You especially don\'t need a Day #2 or #3 without \\xa0Day #1.
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Day #1 is where you figure out\\u2026
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- What the heck you\'re selling?
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- Who you\'re selling it to?
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- Why they want it?
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- The core offer that you\'re doing...
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- The core of your entire business...
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Don\'t even worry about anything else in your value ladder until you\'ve got that - until it\'s proven - until people are buying it CONSISTENTLY.
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You\'re not the business... you\'re not the funnel.
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*DON\\u2019T MOVE ON*
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Then you go onto Day #2 - which is very much bringing it to market.
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- How do you actually get cash?
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- How does it sustain those Evergreen models?
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Really what keeps a blue ocean and a new product alive is content - so if you\'re not publishing, no wonder you\'re dumping so much money into ads!
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You gotta publish.
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So I\'m gonna go deep into that and help them actually design a content machine, both starter and eventually the one you\'re going to grow into.
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Finally, Day #3 is Asset Day:
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Let\'s get all the assets together to help make that core offer alive so it can live and breath.
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You want people to see it and be, \\u201cOh my gosh!\\u201d
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I don\'t care what you\\u2019re selling, you still need a lot of the same things regardless of what you\'re selling.
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On top of that, spot-check coaching from the who\'s who inside my personal Rolodex.
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This is happening on Thursday, Friday, Saturday - there\'s no room already - \\xa0you need to come through the six weeks ahead of time\\u2026
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That\'s why I\'m doing this episode.
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The next one will not be for a couple of months, but honestly, if you\'re brand new, that is a blessing\\u2026
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It gives you a chance to go through everything.
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We focus on it week by week. I\'m on weekly coaching. I have other people come in looking at your funnels, looking at your offers.
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I have people coming in holding your feet to the fire, \\u201cDid you get that asset done? Did you get this output figured out?\\u201d
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It\'s not a cheap program for me to run, but it\'s highly effective... and it was after the FHAT Event that I decided, \\u201cI want my own style of that event.\\u201d
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Very few things on this planet have ever got that level of results for the customer than a well thought out live event.
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\\u2026 and that\'s why I\'m doing OfferLab this way!
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So, guys, I\'d love to have you come to OfferLab.
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Go to myofferlab.com
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It\\u2019s NOT \\xa0offerlab.com because the guy who was selling offerlab.com wanted soooo much money - it was ridiculous!
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I was just like, \\u201cNo, I\'ll just put a \\u2018my\\u2019 in front of it, and buy it for 12 bucks!
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So go to myofferlab.com to jump on the phone with us and we\'ll look through your business and see if you\'re a good fit.
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It\'s not a joke, it\'s a real application!
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Anyways, love to have you come to the next OfferLab, (which won\'t be for a couple of months, but now you know), \\xa0go to myofferlab.com.
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Hey,
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I know this game can take a few tries to get the money flowing, especially the first time, right? And that can suck.
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I also know from experience how frustrating it can be to know your business is just a few tweaks away from your next big payday, but you don\'t know what tweaks to make.
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I\'ve felt completely paralyzed by that in the past, and it sucks.
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I\'ve been blessed to work with thousands of new and successful businesses over the last three years, and two things have really shocked me.
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#1: I began noticing the pattern to success is vastly the same, but everyone\'s spot on the path is obviously different.
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#2: I\'ve been shocked and overwhelmed by the number of people asking for my help, my systems, and funnels in their business.
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Well, until now I\'ve never had a system or product in my own business to help you build yours.
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Now, I\'m finally able to be public about all this...
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If you\'d like my help to build your offer or sales message funnel and even your content machine, go to myofferlab.com.
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The path to online and offline success is 80 percent the same regardless of the product, price point or industry, and it works if you\'re new or already a killer in business.
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You can get more details on how to get my personal attention and frameworks in your own business by going to myofferlab.com
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In-person classes are limited to 60 people each, and frankly, I can only do about two of these a year. Get more details, and even jump on the phone with us for free at myofferlab.com
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