SFR 290: How To Position Content
Consistent publishing can feel like a chore. Lemme show you how I position my shows to attract future buyers.
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WASSUP?
Check out my NEW background!
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*SPOILER ALERT* \u2026 it\u2019s for my new show!\xa0
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ONE FUNNEL AWAY STORIES #THE BEGINNING
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Today, I wanna share with you WHY I believe it makes sense for me to create another show... (or *ahem* #3) \U0001f609\xa0
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My friend, welcome back, I'm excited for you to be here.\xa0
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Six weeks ago, (or something like that), I was at Russell Brunson's Inner Circle, and I was thinking to myself, "What can I teach that would be valuable for the room?"\xa0
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For a while, I\u2019ve had this theory about why ClickFunnels exploded.\xa0
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So I just wanna do a quick and dirty on this to teach you my theory, and then I want you to see why it makes sense for me to create another show.
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Now, I understand that One Funnel Away is 100% a trademark of ClickFunnels.\xa0
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I had to do some fancy footwork and work with them in order to be able to use their logo on my show.\xa0
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You cannot just go out and just create stuff with other people's intellectual property.\xa0
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That's NOT what I'm telling you at all.\xa0
HERE\u2019S MY THEORY
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We all read these books like:\xa0
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- Expert Secrets
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- Play Bigger\xa0
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- Blue Ocean Strategy
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... and all these books teach that there\u2019s a red ocean and that your entire goal is to create a blue ocean.\xa0
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So, if that's true...\xa0
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What is ClickFunnel's red ocean?\xa0
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If ClickFunnels is a new opportunity, what was the old opportunity?\xa0
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That was the question that's been on my mind for a while!
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So\xa0 I started asking\u2026
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- If ClickFunnels is the red or the blue ocean, what was ClickFunnels\u2019 red ocean?\xa0
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- What is the market that ClickFunnels was born out of?\xa0
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I started thinking back to the stories that I had heard Russell tell, and I was like:
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\xa0"Oh, my gosh, the market, the ocean that ClickFunnels was born out of was the website market."\xa0
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And if you are like, "I don't know about that."\xa0
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Go back and listen to the Funnel Hacks Webinars\u2026
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- These are webinars that originally sold ClickFunnels.
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- \xa0These are webinars that got ClickFunnels past tens of millions of dollars in revenue.\xa0
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Q: What is it that ClickFunnels was fighting against?\xa0
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A: Websites.\xa0
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HOW CLICKFUNNELS WAS ALMOST ABANDONED
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Now, the story goes...
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\xa0ClickFunnels was almost an abandoned project
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(If you\u2019re thinking, "Stephen, how does this relate to a new show?" I'll get to that in just a moment, just stick with me for a second.)\xa0
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... the product was amazing, but they were still trying to figure out how to sell it because...\xa0
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- Creating
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- Selling
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\xa0\u2026\xa0 are two separate activities.
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Anyway, \xa0Mike Filsaime reaches out to ClickFunnels and says,\xa0
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"Hey, you got that new thing ClickFunnels, come on my stage and come sell it."\xa0
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Russell's like, "I don't know man, people aren't buying it right now."\xa0
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Mike said, "Come on man, I\u2019ve already told everyone you're going to."\xa0
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So Russell agreed to do it\u2026
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This was the fifth or sixth time that Russell had tried to create a sales letter for ClickFunnels.\xa0
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There\u2019s a key lesson right there...
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Even Russell's first few launches for ClickFunnels didn't work out.
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\xa0#Mind-blowing.\xa0
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So think about this\u2026
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\xa0Russell goes to Mike Filsaime's event; he makes tweaks and adjustments to the actual offer, and suddenly -\xa0 there's a stage rush.\xa0
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People are running to get an account with ClickFunnels.\xa0
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Q: What made the big difference? Why did it work so well that time?
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A: ...
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Russells messaging had become anti-website.\xa0
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He's like, "Hey, websites, I'm gonna fight against you."\xa0
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And ClickFunnels starts blowing up.
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On the flight back, Russell Brunson grabs his phone and says, "Hey, I've figured it out - we're all gonna get rich. The metrics are there - we're gonna do this thing."\xa0
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Over the next little bit, he pretty much starts shutting everything else down to go all and focus on ClickFunnels - which blows up and becomes what it is today.
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FIND YOUR NEXT MARKET?
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Now, eventually, ClickFunnels started running out of dream buyers in \u2018the website space\u2019\u2026
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\xa0(Russell\u2019s NOT trying to sell EVERYONE in the website space - he's selling to a little bit of the red ocean where his blue ocean customer exist.)\xa0
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Q: So what does Russell do?\xa0
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A: He goes out and finds the next market.\xa0
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Q: Who else does ClickFunnels sell to?\xa0
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A: ...
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- Affiliates.\xa0
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- Retail
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- People who do software.
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- \xa0MLM or network marketing.
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- \xa0B2B.\xa0
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I remember one particular day... (this is when I worked for him still), Russell came back into his office and he goes, "Dude!"\xa0
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He\u2019d just come from back from speaking and pitching ClickFunnels at Grant Cardone's event for the first time - so it was the first 10X event\u2026
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As he\u2019s about to get on the plane, someone runs up to him and says:
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\xa0"Oh man, you did so awesome, all these people bought ClickFunnels - the only reason I didn't buy is that you didn't say it was for B2B people."\xa0
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And Russell was like, "Oh, my gosh it totally is for B2B people, are you serious?"\xa0
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Q: So what did we do?\xa0
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A: We added B2B to all the categories on our sales letters.
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So you have to understand\u2026
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- \xa0What Russell and these ClickFunnels did.
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- Why I believe ClickFunnels has exploded.
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\xa0My theory is that ClickFunnels\u2019 growth is so immense because when they started running out of traffic a market they did NOT try to find more people in the same ocean\u2026
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They didn't make the customer circle of the original market even bigger\u2026
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\xa0Instead, they just found a new source of hot, hot, hot, mega ridiculous insanely hot traffic in a NEW market!\xa0
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When you run out of buyers, you don't go cooler in your messaging, you find a NEW market.\xa0
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POW!
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\xa0Replay that a *MILLION* times! \U0001f609
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This is a BIG lesson.\xa0
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When you're running out of people to sell to, don't cool down your messaging.
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Because that's...\xa0
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- Very Hard\xa0
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- Expensive\xa0
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- Not Easy\xa0
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HOW TO MARKET YOUR BUSINESS
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When people say, "I'm running cold Facebook ads..."\xa0
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I\u2019m like, \u201cHopefully, not!\u201d\xa0
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That's NOT how ClickFunnels grew.\xa0
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Q: Did you know that ClickFunnels didn't even have Facebook ads running for the first year?\xa0
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Instead, they made all that money, this huge amount of change, just doing EXACTLY what I'm teaching you right here...\xa0
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They found somebody who had a big pot of their dream customers in different spaces\u2026
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- Affiliates
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- Website
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- Retail
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- Software
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- ...or whatever
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You don't try to cool down your messaging to capture more and more of the same market\u2026
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\u2026 you switch markets.
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You go and you find your dream customer who's attending a different market\u2026
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I don't wanna get too deep into this, but a market is NOT a person.\xa0
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If someone asks, \u201cWho's your dream market?\u201d\xa0
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There's no such thing.\xa0
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A market is a location not a person.\xa0
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You need to find your dream person who's frequenting another location - that's exactly how ClickFunnels exploded and blew up...\xa0
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ClickFunnels slowly adapted their sales message to tons and tons of markets.\xa0
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I dropped this theory out at the Inner Circle.
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\xa0I was like, "Hey, I've had this theory, what do you think - 'cause I can't disprove it."\xa0
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Everyone loved it which was great.\xa0
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HOW DO MARKETS THRIVE?
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Now you may be thinking..,
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\u201cSo Stephen, what does this have to do with launching a show?\u201d\xa0
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Let me explain..,
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\xa0If One Funnel Away has blown ClickFunnels up bigger than anything else they've ever done ever, *ALMOST*...\xa0 we have to understand a few things about markets...
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- A market survives when it has an ecosystem around it.\xa0
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- A market survives when there's continual story that people are consuming inside of it.\xa0
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The reason I'm saying this is because there's A LOT of markets that don't survive.\xa0
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Let\u2019s take the example of Beanie Babies, Pogs, or disposable camera accessories...
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Q: Who wants to go in with me on disposable camera accessories? Anybody?\xa0
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A: No, it's dumb!\xa0
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Q: Why would you say that it's stupid to go to the disposable camera accessories market?\xa0
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A: A] That market is freaking small. B]\xa0 There\u2019s no money in it. C] There's no story around it. People don't believe 'em.\xa0
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You see what I'm saying?
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There are things that keep a market alive and things that kill a market.\xa0
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And I wanna make sure that who I'm attaching myself to is a market that is strong\u2026
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... and that's what I teach you at OfferMind.\xa0
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That's why I need you to come to OfferMind next year\xa0 -'cause while I lead as The Offer Guy (and I am)...
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\xa0What I really teach you how to do (and what makes offer creation simple) is market positioning.
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When you know how to position yourself in the market, the offer is easy.\xa0
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So the reason why I'm doing the One Funnel Away Stories show, (and the reason WHY I've been forking out my own cash to go do this), is because\u2026
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- OFA has caused ClickFunnels market to grow at a speed that is nearly incomprehensible.
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- \xa0Their market is getting larger and larger and larger and larger\xa0
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- OFA is convincing people who were never planning on being ClickFunnels customers to be customers.\xa0
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- It's actually expanding their little bit of blue market inside of the markets that they go serve - and that's NOT easy to pull off .
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Most markets don't ever figure that out\xa0 - which is why they die.
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\xa0I'm hoping this not too much of a super techy episode, but I need you to understand why I'm doing this.\xa0
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WHY THE ONE FUNNEL AWAY STORIES SHOW?
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- The OFA Stories banner cost me\xa0 a 1000 bucks
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- It's gonna cost me about 15 grand a month to run and promote the One Funnel Away Story Show.
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Q: Why on earth would I try to do this?
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A: The One Funnel Away Challenge is so powerful for brand new users - so I wanna make sure that the success stories that people are having become the forefront of the One Funnel Away Challenge.\xa0
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There are tons of reasons why.\xa0
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- For me, strategically it makes sense -\xa0 because now I am getting associated with the things in the front, (I\u2019m being open with you guys about that).\xa0
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Why wouldn't I do that?\xa0
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I'm a marketer baby, my role is NOT to create noise, it is to align with where noise is.\xa0
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*Put that on a T-shirt*
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As a marketer, my job is to find where the noise currently is...\xa0
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Q: Where's the noise?\xa0
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A: One Funnel Away.\xa0
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Q: Does it work?\xa0
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A: Oh, yeah, (when people actually do it).\xa0
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IS CLICKFNNELS ONLY FOR INFO PRODUCTS?
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I just interviewed a guy who uses ClickFunnels to fill his private horse training business - (he fixes people's horses is what he told me).
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\xa0I\u2019ve also interviewed a...
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- Hairdresser
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- Photographer
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- Coach for dads
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- Personal trainer
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- Copywriter
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- Studio gym owner
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Gone are the days of people saying ClickFunnels is just for information products.\xa0
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#No! #Done.\xa0
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One of the reasons why I'm doing the One Funnel Away Stories is because I wanna take the experiences of people who are doing the work we're telling them to... and share with them with the world.
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The fact that I'm creating the One Funnel Away Stories is actually helping the ClickFunnels market survive with an even stronger ecosystem.\xa0
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.... I'm doing it on purpose.\xa0
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If no one is talking about these successes, no one would know or think that it works - so I'm gonna talk about it.
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So real fast, I just wanna share a few ways that I'm creating the show - so you can see how I actually do this stuff.
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I wanna share with you how I pull this stuff off.\xa0
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MY CONTENT STRATEGY
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Q: So, Stephen, how are you gonna create the OFA Stories show?\xa0
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A: Well, first of all, I need to treat the show like a product - 'cause it is.\xa0
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So I say:
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- Here is the market that I'm going to serve and its name is ClickFunnels
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- I want this One Funnel Away Challenge to be sold to ClickFunnels' users and new people coming in.\xa0
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- So the \u2018who\u2019 is someone a little bit less educated or new in this world, (which is great, it's fine, welcome, you found a home).
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- It's meant for the people who may not be total diehards yet, maybe they need a few more stories or more examples of how ClickFunnels works in their industry.
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- Maybe they're not marketers and they're like, "I\xa0 don\u2019t wanna think like that. Let me go see who else is a horse trainer. Oh, check it out, here's a horse trainer pulling off ClickFunnels."\xa0
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The show is NOT gonna be a One Funnel Away commercial... that's NOT what the show is.\xa0
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If the show was a continual promo of One Funnel Away, that would be so annoying.\xa0
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Instead, I'm taking the entrepreneurial stories of people in the OFA and I interviewed 'em (split-screen) deep on their journey and business experience.
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WANNA JOIN ME ON ONE FUNNEL AWAY STORIES?
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If you've taken the One Funnel Away Challenge and you\u2019re thinking, "Hey, I'd be interested in being interviewed on that show," I'd love to have you.\xa0
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You gotta reach out to Shane Larson - he\u2019s the guy running the One Funnel Away Challenge\u2026
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\xa0(Shane, you don't know I'm doing this - sorry, buddy, you're about to get a lot of people pinging you. \U0001f602 )
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I use a template to ask very similar questions to every person that I interview.
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(If you're not on YouTube right now and you're listening or reading this, I would strongly encourage you coming over to watch this one. A few of these episodes are better when seen.)\xa0
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MY CONTENT MARKETING STRATEGY
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Here\u2019s how it goes\u2026
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- The interview happens on video with templated questions.
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- The video interview acts as the base medium and we turn it into a TON of content.
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- We grab an interview image.\xa0
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- We grab the audio.
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- We write the blog.
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- \xa0We have Instagram and other platforms.\xa0
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- We obviously have iTunes and other things like that.\xa0
- Obviously, there's Facebook - 'cause they're social platforms, that's another category.\xa0
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- That's obviously the kingpin and then there's a whole bunch underneath it.\xa0
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There are\xa0 Kingpin categories\u2026
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- Audio\xa0
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- Image
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- Written
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- Social\xa0
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Everything gets syndicated and pushed all over the place.\xa0
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My role is to\u2026
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- \xa0Create a super awesome intro with a call to action
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- Do the interviews\xa0
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- \xa0Create a final call to action
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...\xa0
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...so now, this becomes the episode.
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Q: And then what do I do?\xa0
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A: I shove it at my audience and at all the other audiences that ClickFunnels serves - that's who I\u2019m targeting.
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\xa0Now the reason I'm sharing with you is that if you were to say,\xa0
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- "Oh, this show doesn't work very well for other people in internet marketing\u2026\u201d
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\xa0It's NOT meant for them.\xa0
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- "Oh, this show doesn't work very well for those people who are this or that or the other."\xa0
You understand that, just like a product, you have to have the base questions for the show\u2026
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- \xa0The who?
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- Where they're trying to go?
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- The problem they're running into as they go to their goal?\xa0
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And you position it so it's targeted at very specific people.\xa0
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I'm gonna go for this person and then this person and then this person. I'm gonna go with these individuals, and the ClickFunnels space - that's who it's for.\xa0
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PUBLISHING MAGIC
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There's this magic that happens when you create content or decide to continually publish - I promise it will change your life.\xa0
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...it's incredible.\xa0
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The magic thing is that when you have laser clarity on who you serve, only then do you\u2026
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- \xa0Get people to listen to you\xa0
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- Get the fringes.
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\xa0By having ultra clarity on who I serve, I actually get people that are out on the fringes, the people that aren't necessarily the ones I was gonna go for.
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If I try to target everybody I don't get anybody.
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\xa0You understand how targeting works like that?\xa0
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You have to be hyper clear on who you serve and who you don't.\xa0
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And funny enough, people work to try to qualify to fit in those categories and they work hard to be with you.\xa0
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My Best Buyers Always Come From My Content, Not My Ads
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HOW MY CONTENT STRATEGY STARTED
When I first launched Sales Funnel Radio (my first show),\xa0 it was just me and it was a $5/month account at libsyn.com\u2026
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I\u2019d ride my bike into Russell Brunson's office 'cause I was still broke, (I was just out of college and really haven't any money at that point)...\xa0
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My goal was to be in the seat at 6:00 AM\xa0 - sometimes I was a little late (like 6:10) but usually, at 6:00 AM, I was there.
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I would unplug Russell's microphone from his computer and plug it into my little laptop (which I traded funnels for in college)...\xa0
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\u2026 and just started talkin' and tellin' stories.
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The reason I'm bringing this up is that all this looks really complicated\u2026
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\xa0And if you're like, "I don't understand this!\u201d\xa0
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I don't want that to be the reason you choose NOT to publish.\xa0
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So I'm sharing that with you because the success of the show has come out of the consistency of it and me trying to\u2026
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- \xa0Solve legitimate problems per episode
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- Create value
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- Get people interviewed on the show
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\u2026 it\u2019s this amazing thing.
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And so, if you're like, "I don't understand this?\u201d
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\xa0I'm just understanding it myself
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So think of it as like Publishing 4.0... but as I've seen these different patterns come together now I'm like:
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"Well, crap. My whole role here is to know who I serve, where they're going, the problems they're hitting along the way\u201d
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\xa0That's NOT just true for products or offers, it\u2019s true for content too.
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\xa0And I was like: "Oh, my gosh, that's amazing.\xa0
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Oh, and by the way, that's how ClickFunnels exploded by knowing who they serve and only doing one market at a time - holy smokes!\u201d
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I learned more and more as I went along the way.\xa0
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So this is certainly more of a techy episode but I'm hoping it's shown you like, "Oh, my gosh, that's why he's launching MORE shows."
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WHAT HAPPENS AFTER SALES FUNNEL RADIO GETS THE AXE?
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- There\u2019ll be a show targeted at the ClickFunnels community\u2026 aka One Funnel Away Stories
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I don't know another person that's as big a fan of ClickFunnels as me.
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If you go to onefunnelawaystories.com you can get on the waiting list for that.\xa0
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- Also targeted at this community, and broader internet marketing community is the show that will be coming out (as soon as we finish the studio) called pursuitofprofit.com.\xa0
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Yes, you can go to that show, it\u2019s gonna be super cool.\xa0
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And then also targeted this community (because we're all made up of different people and we have different likes, dislikes, tastes)...
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\xa0I love my crowd here.
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- We\u2019re launching a new show called Modern Downline Radio.
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Be real with me here, how many of you guys have actually tried a multilevel marketing or network marketing thing in the past?\xa0
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(Which is totally fine, if it's not your thing - whatever then, don't do it.)
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\xa0But if it is, I grow mine without looking at it because of funnels - so that's the focus of the show.\xa0
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I\u2019m gonna teach modern downline and product sales growth strategies.\xa0
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It's cool because a lot of it's like case study stuff\xa0 -'cause that's what I do right now and I don't really do any work for it...
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(I did at one point but the work is perpetual.)
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I\u2019M NOT THE FUNNEL GUY!
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I'm not trying to position myself as the funnel guy.\xa0
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That's the other reason why Sales Funnel Radio is going away for as far as my involvement with it - the content will stay up 'cause, come on, that's part of the power of the content.
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Secret MLM Hacks Radio is dropping out for several rebranding reasons, which is why the other show\u2019s coming out.\xa0
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I'm so excited for Pursuit of Profit - it's a studio show, it's gonna be side-by-side similar to Impact Theory.\xa0
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I wanna fly people in and sit down side-by-side with them in a studio to ask them about their profit models.\xa0
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- I wanna ask them how did you make profit?\xa0
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- Show me your profit model.\xa0
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I wanna know because most people are like, "What's your business model?"\xa0
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But most people don't know what a business model even is.\xa0
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And so I wanna ask 'em what that is and have them come in and teach that -\xa0 it's gonna be super cool.
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\xa0Take a lot to get off the ground on that one, but I'm super pumped about it.
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We're working to launch One Funnel Away stories, January 1st, (or at least that first week-ish)...
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I\xa0 actually just got off of Voxer with Russell\u2026
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\xa0The show itself will probably start with Russell telling more of his story of being One Funnel Away.\xa0
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We'll most likely have also Julie on as one of the other coaches.
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\xa0We'll have me on here as one of the other coaches with my One Funnel Away story.
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TAG ME!
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Hopefully, you enjoyed the blog?
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\xa0I\u2019d love to get a review if you guys wouldn't mind - I\u2019ve poured a lot into the show and it\u2019s been super, super fun.\xa0
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Certainly, I\u2019m sad to part ways but at the same time, it's the natural evolution.\xa0
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So let me know what you liked about the show,\xa0 and please do me the favor of screenshot-ing any part of it, then tag me on social media, and say...
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\xa0"Steve Larsen, this is my favorite thing about that episode."\xa0
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Your feedback has actually has helped me see more of what you like than pretty much anything else.\xa0
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So I wanna keep making the stuff that's helpful to you.\xa0
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Thanks so much\u2026 and I'll see you in the next time.
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CAPITALISM SWAG.COM
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\u201cStephen, why do you call yourself the Capitalist Pig?\u201d
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Ahh, there are several reasons...\xa0
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I had a lot of beliefs around money that were NOT correct, and eventually, in order to actually launch, I needed to change my relationship with money.\xa0
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It's one of the BIGGEST steps that most entrepreneurs need to take.\xa0
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So I wear this shirt that says Capitalist Pig, loud and proud, as a reminder of the power and responsibility that we've been given as entrepreneurs.\xa0
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\xa0I defend my message that you should get rich on purpose, and it's NOT evil, and I am vehemently against socialism.\xa0
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I believe true change will come from entrepreneurs and society, NOT the government.\xa0
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In the words of Grant Cardone, "Money can't buy happiness, but broke can't buy anything."
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- I do not believe that the government should take care of me, an able-bodied person.\xa0
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- I do not believe in unwarranted handouts.
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- \xa0I DO believe in God and I believe in helping those who cannot help themselves.\xa0
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- I believe God would rather me be rich than poor.\xa0
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Capitalism fosters personal growth, and God has been all along this journey.
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\xa0I believe the pursuit of riches creates strength of mind.\xa0
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- I can do more as a rich person.
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- \xa0I can fight louder for what I believe in as a rich person.\xa0
- I can help more people as a rich person.\xa0
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- I have more time to work on my weaknesses as a rich person.\xa0
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- I have more power to hire the right people to help me grow as a rich person.
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\xa0In the words of Mark Cuban, "I don't care what anyone says, being rich is a good thing."\xa0
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Money doesn't change me. Money amplifies me.\xa0
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- If I'm a jerk when I'm poor, I will a much bigger jerk when I'm rich.\xa0
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- If I'm charitable, and human-oriented when I'm poor, I'll have the power to bless in a massive capacity when I'm rich.\xa0
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If this is resonating with you, and you believe the same, go get your Capitalist Pig t-shirt, at capitalismswag.com.\xa0
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My friends, Get Rich, Give Back.