SFR 279: OfferMind Event Walkthrough
Here's a sneak peek of the event hall, the week before OfferMind. I walk through some of the event psychology\u2026
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I\u2019m about to take you back in time to four days before my 2019 OfferMInd Event\u2026
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So I can reveal to you\u2026
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- The secret sauce of how I set up an event\xa0
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- Why I think that is that the last few years have evolved the way they have\u2026\u2018cause it's NOT normal.
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- Why OfferMind is NOT a funnel event (and what type of event it is).
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- Why I HATE bad swag (and where I get my haircut \U0001f609)!
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- The extremely special venue I\u2019ve chosen for OfferMind 2020
OFFERMIND 2019 TIME TRAVELING
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I\u2019m standing in the Boise Center where, in ONLY four days,\xa0 OfferMind2019 \xa0is about to take place!!!\xa0
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It\u2019s a beautiful place with lots of salespeople hanging out below me in the courtyard!\xa0
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I'm not finished with my slides or my presentation\u2026 and we have a ton of swag to stuff\u2026
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\xa0But I want to take a moment to show you around and share some fascinating event psychology that you may not be aware of.
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What's fascinating is that I\u2019m completely aware that\u2026
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\xa0What I am doing right now is NOT normal for the amount of time that I've been doing it.\xa0
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\u2026 it's NOT a boasting thing, but it is a reality.\xa0
I haven't been graduated from college for even four years yet, which is nuts!
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I'm pretty sure we just crossed $2 million in total revenue, and now we have an event that\u2019s gonna be around 650 people - that's crazy!
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Let me ask you a question\u2026
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\xa0Q: How many people have built a funnel?\xa0
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A: A lot of people have built a funnel.\xa0
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Q: How many people have built a funnel that has made no money?\xa0
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A: A lot, right?\xa0
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\u2026 and that's rough to say, but it's true.\xa0
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However, it's NOT the funnel. It's the person.\xa0
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At the time of me making this video, we\u2019ve sold 624 tickets and for the last few months, we've been selling roughly 10-tickets a day\u2026
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\xa0I don't know why, but that's about what we've been at for a little while, and it's pretty steady.\xa0
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Selling events is hard.\xa0
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It's one thing to sell a product on the internet, it's totally different to get somebody to\u2026
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- Book a plane ticket
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- Find a hotel
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- \xa0Make arrangements\xa0
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- Take time.\xa0
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You know what I mean?\xa0
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FROM CLICKFUNNELS TO OFFERMIND
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\xa0I left my job, January 1st, 2018 - that's when I officially pulled the cord and decided to be a solo entrepreneur\u2026
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I very quickly realized that being a solo entrepreneur is the same thing as being broke.\xa0
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- You need a team.\xa0
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- You need people.\xa0
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So things have changed a ton for since then\u2026 and next year\u2019s OfferMind is gonna bring things full circle for me in an exciting way\u2026
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But for now, let\u2019s go back to OfferMind 2019!
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So when people enter the building from the courtyard, they\u2019ll use the escalators or the elevator to get to the event hall.
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Registration is gonna be in this room\u2026.
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We're flying in a company that ONLY does registration for events - \u2018cause the registration process has gotta be smooth like butter.\xa0
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We have these iPads loaded with all the ticket data, so you come in and you plug in the email that you bought with and it finds your record\u2026
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\xa0And then, right on the spot, it actually prints out the ticket. It's really cool.\xa0
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Everyone gets a tag, but if you're a VIP you get an extra little tag that says \u2018VIP \u2018 - that gives YOU access to a bunch of stuff.\xa0
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You get a t-shirt, a ton of other things
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THE WAR AGAINST BAD SWAG!
Oh, my gosh, our swag is soooo good!!!
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I hate bad swag.\xa0
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I owe it to my message to make nice swag... and so, I do.
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\xa0This event cost me a solid quarter million.\xa0
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*SOLID*
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I love what I do and I want people to have a good time when they show up.
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And when I say \u201cThis is marketing,\u201d I can't be the guy who has no proof in the way he's living.\xa0
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\xa0*I owe it to my message*\xa0
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It's NOT about showboating 'cause I certainly don't do that...\xa0
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Man, I get my haircut at SportsClips \U0001f609
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So, swag-wise, people are gonna get\u2026
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- Awesome shirts.\xa0
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- A cool notebook.\xa0
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- An event book, which is like a magazine, literally, in fact, I think a magazine company is printing it.
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- Different ribbons if they've done the\xa0 One Funnel Away with me or bought some of my other products.
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There are about 30 amazing incredible volunteers showing up to do and I'm so appreciative of them.\xa0
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We got A LOT of swag to set up.
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We have from 1 PM to about 4 PM Sunday to stuff swag and get things ready.\xa0
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AN OFFER HE COULDN\u2019T REFUSE!
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Some people have asked, "Stephen, why did you do the event on Labor Day?"\xa0
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Well, if you go back to Sales Funnel Radio (maybe 50 episodes ago)...\xa0
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The title of the episode is How I Pitched Russell Brunson to Keynote at OfferMind.\xa0
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...I went through, in-depth, the offer that I sent to Russell in order to ask him to speak - \u2018cause he doesn't speak at events anymore\u2026
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\xa0So how did I get Russell to turn up at OfferMind?
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And, NOPE, it wasn\u2019t just because we have a relationship - I was NOT willing to rely on that.\xa0
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Part of the offer was that he got to choose the date.\xa0
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That way, it was very hard to say, "I just don't have the time."
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We were like, "Well, we\u2019ll move it," and we did!
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OfferMind was supposed to be in July, and then we thought maybe August... and then we were like, "What about October?"\xa0
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One of the reasons we got Russell was because I was like, "Well, you get to choose the date.\u201d
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( \u2026 some of the others were Sushi and massage, but you\u2019ll have to read the blog post to find out more \U0001f609)
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KEEPING THE DREAM ALIVE
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For people who came to OfferMind last year, we're actually doing a special breakfast for them on the morning of day one.
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\xa0I'm gonna meet-and-greet and say, "Hey, thanks so much. Thanks for keeping the dream alive."\xa0
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This is my second OfferMind, and the first one had 150 people - this one has 650!\xa0
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That\u2019s NOT normal growth in one year.\xa0
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(...in fact, I think, it's only been 11 months.)
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GET RICH GIVE BACK
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So anyway, as you walk back out to the main foyer, over on the side we're doing an OUR donation.\xa0
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OUR are actually bringing a booth - it's super heart-warming.\xa0
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I gotta be honest, I'm actually really excited we're doing that. It's one of the things I'm most excited about for this event, frankly.\xa0
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We also have a swag store that's going right over there, 'cause all you all love the Capitalist Pig...\xa0\xa0
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We also have ClickFunnels coming to talk about One Funnel Away.\xa0
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ClickFunnels is coming to freaking OfferMind.\xa0
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- They're gonna talk to people about One Funnel Away.\xa0
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- They're also gonna be inside the event for certain things, which is super exciting.
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WHAT!!!\xa0
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It's one thing to get Russell, (which is really hard), but to get ClickFunnels to come, I was like, "WHAT? How about them apples! What's up son?"
OFFERMIND EVENT \u2018SECRET SAUCE. PSYCHOLOGY
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You need to understand that one of the reasons events work is because you transport somebody.\xa0
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So next year's OfferMind is actually in San Diego in the same room that my first Funnel Hacking Live was in.\xa0
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OfferMind 2020\xa0 is in the same room as Funnel Hacking Live 2016.\xa0
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\u2026 it\u2019s kinda like, "Let's tie the bow on this, let's go full circle!"\xa0
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\xa0We already have the room\u2026
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But what's funny is that when I saw the room, I did not recognize it.\xa0
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And that\u2019s a very key point\u2026
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\xa0When you set up an event, it\u2019s my belief that people can't realize they're even in a room - it has to transport them to a different scenario.\xa0
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There are very few things on this planet, in my opinion, that are more effective than attending a live event.\xa0
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I'm a sucker for live events; I think I'm speaking at six in the next 10 weeks after OfferMind.\xa0
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I'm speaking A LOT this fall.
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And you have to be able to transport people to a new scenario when they come to an event.\xa0
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So, at OfferMind, there\u2019s gonna be...
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- A really cool truss system with BIG speakers.
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- A MASSIVE TV Screen.\xa0
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- Signage ALL OVER the place.\xa0
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- A HUGE OfferMind logo plastered on the window of the building.
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- Music BLASTING.
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\xa0We\u2019ll have around 650 people, and about 100 are gonna be Early Access.
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The doors will stay closed on purpose until right before the event because there needs to be that feeling of anticipation!
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So the doors are gonna be closed, they cannot just walk in.\xa0
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At 8:30 AM, we have VIPs walking into Early Access... and then at\xa0 8:45, only 15 minutes before the event starts, the rest of the doors open.\xa0
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AND IT STARTS\u2026 and there's gonna be smoke and lights!
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*It has to transport people*
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And maybe there's a better way to say it, but if they came back to this room a few years later, (like I did at Funnel Hacking Live), they should NOT be able to recognize that this was the room they were in\u2026
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\xa0That's happened at pretty much every single Funnel Hacking Live event I've ever been to.
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The change of scene pulls people out of their comfort \xa0\u201cI'm gonna stay the same way I've always been\u201d zone\u2026
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\u2026 so they actually have the ability to make some real changes in their life.
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There\u2019s a little state control with it, but what's MORE powerful in my opinion, is that people are doing things they've never done because they're in a place they've never been.
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They're in a state that they're not used to being in, and they find out:
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\xa0\u201cGood crap! I am capable of more in my life than I knew that I was previously.\u201d\xa0
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That's why you do it.
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It's a pre-frame for everything that they will hear on the stage.\xa0
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So anyway, the room itself\u2026
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UP CLOSE & PERSONAL
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I don't like deep rooms, I like shallow rooms that bring the people closer to the speaker and the slides.\xa0
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So we're changing the long hall to a shallow room\u2026...
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...and the backdrop is gonna go across the whole back part right there.\xa0
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There's gonna be tables for everybody, which I like because I take A LOT of notes.\xa0
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My first Funnel Hacking Live, I took 56 pages of notes.\xa0
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I found the notebook the other day too, I take a lot of notes.\xa0
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Have I ever reviewed them? No. That's not the point. That's how I learn.\xa0
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When I process and I'm thinking, I take notes. For some reason, adding an action really helps me learn.\xa0
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I don't care if people don't read their notes, I hope they do, but that's beside the point.\xa0
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We\u2019re gonna have tables for everybody so they can go in and take notes.
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We have the coolest looking notebook ever and a beautiful pen, which might sound cheesy, but I'm a little bit of a geek for that.\xa0
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I don't need a crazy expensive pen, but I like a good pen.
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We've got water bottles and there's an event book.
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The event book is the guide of the event and the schedule of when things are happening.
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\xa0We don't put times on speeches, because we don't want people cherry-picking which ones they wanna go to.\xa0
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Events are crafted in an order.\xa0
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You're supposed to receive the event in \u2018an order\u2019.\xa0
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In my opinion, almost as hard as filling the event, is coming up with the event order.\xa0
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A lot of times you'll see people who have never thrown an event before, and they just like, "Who's speaking next?\u201d
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Urgh, NO!\xa0
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Events are meant to be consumed in \u2018an order\u2019 because they're experiencing a webinar over two days.\xa0
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We\u2019re obviously recording it, so I've got photographers walking around all over the place.\xa0
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I have multiple videographer companies - 'cause we need a lot of creative.\xa0
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I want people to find themselves in the pictures when we release them to everybody else afterward.\xa0
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I think it's crazy that events will keep their pictures of the audience.\xa0
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Man, if you give that out and share around, it is the craziest pieces of social proof ever.\xa0
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Don't wanna hang on to it.\xa0
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I want this to be a well-documented experience.
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And if the audience can't do it, then it's such a big deal that I will spend a lot of money to create the creative and then hand it out afterward.\xa0
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It's a BIG deal.
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I spent a lot of money on creative and AV and stuff like that. AV is very expensive, but that's okay....\xa0
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It\u2019s part of the experience. It needs to transport them.
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HOW I AFFORD EXPENSIVE THINGS IN MY BUSINESS\u2026
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\xa0Let me tell you\u2026
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\xa0I would NOT be able to afford this event with my current cash flow levels had it not been for affiliate marketing.\xa0
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That's another affiliate marketing plug \U0001f609\xa0
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Go to makeaffiliatesgreatagain.com. (of course, it's a playoff the Trump thing, come on),\xa0 and you can see how I run all my affiliate stuff.
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In fact, I give access to a lot of sweet programs for FREE.\xa0
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Anyway, that's beside the point\u2026 \U0001f609\xa0
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But that's how I've been able to pay for all the stuff that I do.\xa0
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I actually do what I teach.
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\xa0Whenever I need to pay for something expensive, I'm like:
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\xa0"Hey, here's my normal cash flow levels...\xa0
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We're only allowed to scale ads to a certain level, (thank you, Facebook, or wherever we're putting ads)...\xa0
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So even if we did scale as aggressively as we could, it's still not gonna be the cash flow level I need in order to pay for something really expensive...\xa0
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How else could I pay for that?\u201d
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I watched Russell solve that problem multiple times with a much higher price tag.\xa0
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Entrepreneurs are problem solvers.\xa0
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OFFERMIND 2019 - WHAT HAPPENED?
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\xa0OFFERMINDDAY #1:\xa0
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Who Spoke...
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- Steve Larsen
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- Dana Derricks.\xa0
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Dana talked about how to find your Dream 100.\xa0
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I think everybody has at least a bit of an idea on what to do once you have the Dream 100, but figuring out who to put on the list is very hard.\xa0
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It's kind of a challenge - you don't take people off your list easily, so who do you put on and who do you NOT put on?\xa0
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- Brad Gibb - my personal finance coach).\xa0
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(I did an interview with each of these speakers, check them out\u2026)
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Brad Gibb talked about what to do to cash flow \u2018personally\u2019 harder from your business.\xa0
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The reason this is important is that\u2026
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There are A LOT of Two Comma Club Winners who are broke - their business has money, but they don't.
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And so Brad\u2019s taught what to do to actually get paid and compensated for the hard work that you do.
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So Brad taught personal cash flow tactics.\xa0
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I taught my process; last year was good, but it was pretty nerdy\u2026
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This year was very different.\xa0
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By the end of day one, people had a clear idea of what their offer is and why it will sell.\xa0
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That's another thing I've noticed when listening to people who've made money...\xa0
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A lot of people don't know WHY they made the money.\xa0
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You should be able to have a clear understanding of your message and your offer.\xa0
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OFFERMIND DAY #2:
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- I'm gonna talk a lot more about campaigns and how to go create campaigns.\xa0
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If you\u2019re thinking, "Oh I know what a message is..."
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\xa0*I highly doubt it*\xa0
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I highly doubt it you will have heard about it in the way that I talked about.\xa0
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In fact, I've had a hard time calling it \u2018a message or an offer\u201d
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'Cause I don't want people to think they know what it is.\xa0
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It probably isn't what you think
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A campaign, definitely not - that's a dying term in today's direct response marketing world.
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\u2026. how to actually offer what you've created.\xa0
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And then\u2026
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- \xa0Russell's gonna come on and teach about what we call Level 10 Opportunities.\xa0
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What's interesting about some of the things I've watched Russell go through is\u2026
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Same skill set, different vehicles, vastly different increases in revenue.\xa0
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So choosing the business model matters.\xa0
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This is NOT a funnel event, it's a money event.\xa0
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And next year, same thing, but we'll have different speakers probably every year.\xa0
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But, anyway, it's not a funnel event. It's hardly an offer event. You're gonna learn offers, but it's really a money-making event, #Oink.\xa0
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I'm really psyched about all this stuff.\xa0
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It's extremely rare for how long I've been out to do something this big and I get that, and I feel the pressure of it.\xa0
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I\u2019ve not been sleeping a lot, which is just part of the game.\xa0
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And I always get people to reach out and say, "You should sleep."\xa0
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No. I'll sleep after it's over!
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SELLING OFFERLAB
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Of course, I'm gonna sell...come on!\xa0
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My program is called OfferLab and I haven't been that public about it 'cause I've been testing it for the last year, making a lot of tweaks.\xa0
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This is the second year that we opened enrollment...
We had 200 of these awesome boxes that are stacking way up high on this super tall window.\xa0
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They also got what we call the golden ticket to get picture with me on stage.\xa0
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My program's good and it changes tons of lives.\xa0
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I know it's good, so I have a responsibility to sell, and I hope you treat your product that way as well.
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I really look forward to selling, it doesn\u2019t freak me out. I'm actually really stoked about it.\xa0
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\xa0I wish we could just start with that.\xa0
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We did sales tables at the front of the room and no sit down \u2018one-on-one\u2019 conversations with sales guys.\xa0
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...if people like it, sweet. If not, that's fine too.\xa0
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\xa0It was low key, it's NOT a high-pressure thing.\xa0
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I'm also sharing the patterns I found among four or five old school marketers of how they behaved when selling products.
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... and it's one of the reasons my stuff has done so well.
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I looked historically at what all the old dead guys doing before social media and the easy cop-out ways to promote were even around.
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\xa0I'm sorry, did I say that out loud? \U0001f609
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Well, I found those patterns and I've been applying them!
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...and I'm gonna share that too.\xa0
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Alright, guys. I'll see you later. If you guys want to come to next year's OfferMind, we'd love to have you.\xa0
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For next year's event room, I don't wanna go above 1000 people. I just don't.\xa0
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For Funnel Hacking Live or other people's events, 100 people to me feels a little bit small. Maybe I'm just kinda weird that way\u2026
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\xa0When it's a higher ticket program, I want it a lot smaller, and that's how it is with OfferLab - it's way smaller than this because it's very workshoppy.\xa0
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I literally walk around the room and spot check people's funnels and offers and campaigns.\xa0
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It's really fun.
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So, for San Diego, we'll probably cap the room.\xa0
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There's 650 at the last OfferMind, and I'm seeing where things are moving.\xa0
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I'm seeing what it takes to put on something like this. I don't want the room over 900 or maybe a thousand. I just don't.\xa0
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So, go to offermind.com to get a ticket and more information.
I'm hoping that this is inspiring you - that's the whole purpose of this episode. It's NOT to showboat. It's to say, "Holy crap! It's been 20 months only, not that long."\xa0
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A lot of times, you can pull amazing stuff off as soon as you get out of your own way.
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Funny enough, for me, one of the biggest keys was confidence.
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I\u2019d love to have you come to OfferMind next year.\xa0
Get rich, my friends.
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BOOM!\xa0
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If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good.
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But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?\xa0
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That's what I struggled with for a while until I learned the formula.\xa0
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So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.\xa0
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Wanna come?\xa0
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There are small groups on purpose, so I can answer your direct questions in person for two straight days.\xa0
You can hold your spot by going to OfferMind.com.\xa0
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Again, that's OfferMind.com.