30Day - PDFCOFFEE.COM (2024)

Russell Brunson - ClickFunnels

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Contents Introduction

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Chapter 1: The Reactive Startup by Trey Lewellen

Chapter 2: High Ticket Coaching by Liz Benny

Chapter 3: Application Video Funnel by Garrett J. White

Chapter 4: Ecommerce Funnels by Alison J. Prince

Chapter 5: The Dream 100 by Dana Derricks

Chapter 6: Start as a Service Provider by Julie Stoian

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Chapter 7: Mid-Range Info-Product Launch by Stephen Larsen

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Chapter 8: Three Weeks to Webinar Launch by Stacey and Paul Martino

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Chapter 9: Free 7-Day Challenge by Ed Osburn

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Chapter 10: Fundraising for Nonprofits by Tyler Shaule

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Chapter 11: Service Packages via LinkedIn by Rachel Pedersen

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Chapter 12: Sell Funnels on Instagram by Jeremy McGilvrey

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Chapter 13: Live Events by Peng Joon

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Chapter 14: Bible Success Blueprint by Myron Golden

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CONTENTS

Chapter 15: Ecommerce Funnels by Jaime Cross

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Chapter 16: Pre-sell Courses With Webinars by Dan Henry

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Chapter 17: Mindmap by Joe McCall

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Chapter 18: Affiliate Marketing by Spencer Mecham

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Chapter 19: Facebook Live Summit by Anissa Holmes

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Chapter 20: Coaching Packages via JV Webinars by Dean Holland

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Chapter 21: Teach a Masterclass by John Lee Dumas

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Chapter 22: High-Ticket Sales via Webinars by Rob Kosberg

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Chapter 23: Ebook Launch by Natalie Hodson

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Chapter 24: Coaching One-on-One and Masterminds by Pat Rigsby

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Chapter 25: Online Courses via Autowebinars by Caitlin Pyle

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Chapter 26: Coaching Clients via Facebook by Akbar Sheikh

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Chapter 27: Three Weeks to Webinar Launch by Rhonda Swan

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Chapter 28: Facebook Marketing Services by David Asarnow

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Chapter 29: Connect on Instagram by Raoul Plickat

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Chapter 30: High-Ticket Consulting James P. Friel

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References

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Introduction I’m so excited that this copy of the 30 Days book has reached you and is now in your hands, ready to change your life as you know it. But before you dive into the 30 blueprints I know you’ve been waiting for, I want to share the story of how this book came to be, because to be honest, I’m still shaking my head in disbelief at exactly how much each member of the Two Comma Club was willing to share. In fact, I am TOTALLY CONVINCED, that ANYONE, as long as they faithfully apply the tested and proven marketing secrets found in these 30 Day marketing plans, could become the next “Two Comma Club” Success Story. And that includes you. You may already know that I’m the CEO and co-founder of a company called ClickFunnels. I’m that guy on stage who is handing out the “Two Comma Club” awards to entrepreneurs who have built successful funnels. But what a lot of people don’t know, is that every day I see between 750 and 1,000 new people signup to ClickFunnels to build funnels hoping to turn their dreams into a reality. Many make it, but many more don’t. And that fact drives me crazy! So I asked all my Two Comma Club winners a very personal question to find out EXACTLY what they would do to get back on top if they lost everything: You suddenly lose all your money, along with your name and reputation, and only have your marketing know-how left. You have bills piled high and people harassing you for money over the phone. Plus, you have a guaranteed roof over your head, a phone line, an internet connection, and a ClickFunnels account for only one month. You no longer have your big guru name, your following,

INTRODUCTION

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or JV partners. Other than your vast marketing experience, you’re an unknown newbie. What would you do, from day 1 to day 30, to save yourself? At first I was nervous to send the email but just seconds after I clicked “send” my nerves turned to excitement as I waited to hear back from them. Over the next few days, the responses started to pour in from members of this exclusive club telling me their stories of when THEY were in that exact spot... no product, no list, no traffic, and no funnel... and then detailing EXACTLY what they did in a simple, step by step daily process! These were not quick emails they sent back to me, but detailed battle plans! Some made me laugh and others made me cry as I re-lived with them what it was like when they first got started. Some started from homelessness, others had jobs they hated, and others just wanted more. But all of them ended in the same spot... onstage, with a “Two Comma Club” award in their hands! What you’re about to read in the following chapters is different than anything you’ve ever seen before. As I re-read each 30 day plan, I looked out for “loopholes”, like having to spend sums of money in some form or another, using special programs well beyond the reach of the average person, or having to “know” certain people. And as amazing as it might sound, the blueprints were almost flawless. There and then, I knew beyond the shadow of a doubt, that if anyone followed these plans to a T, they were almost GUARANTEED to make money! These plans make failure virtually impossible!

Meet Your Dream Team Before I go futher, I want to introduce you to the 30 individuals who were crazy enough to agree to help serve you at their HIGHEST level… for FREE!?! This is your dream team and the concepts each of their blueprints are based on: w Trey Lewellen: The Reactive Startup - The Proprietary “Reactive

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Startup Formula” That Makes Launching Your Product Painless…And Virtually Guarantees Your Success! w Liz Benny: High Ticket Coaching - Secrets Of A High-End ($10K+) Coaching Program w Garrett J. White: Application Video Funnel - The “Core 4” For Achieving Success w Alison J. Prince: Ecommerce Funnels - How My School-Age Daughters Built Their Own 6-Figure ECommerce Empire...In Just 9 Months! w Dana Derricks: The Dream 100 - The “Dream 100” Method That Helped Generate Millions In Revenue For Myself And My Clients w Julie Stoian: Start as a Service Provider - The 3 “Profitability” Steps You Absolutely Must Accomplish During Your First Week To Establish Credibility, And Attract High-Ticket Customers And Clients w Stephen Larsen: Mid-Range Info-Product Launch - The “Purple Ocean” Approach To Identifying Products That Your Fans Would Body-Check Their Grandmas To Buy! w Stacey and Paul Martino: Three Weeks to Webinar Launch - The 3 Non-Negotiables For Setting Yourself Up For Success (...Before You Even Start Your Funnel) w Ed Osburn: Free 7-Day Challenge - The #1 Factor That’s Exponentially More Powerful Than A Testimonial For Getting Your Clients And Customers From A “Maybe” To A “Yes!” w Tyler Shaule: Fundraising for Nonprofits - 4 Simple Steps To Crafting Your Fundraising “Offer”

INTRODUCTION

w Rachel Pedersen: Service Packages via LinkedIn - How I Take Entrepreneur Clients From $4,000/Mth To Pulling In Up To $7,000 PER DAY! w Jeremy McGilvrey: Sell Funnels on Instagram - My Foolproof “HCBA” Hack That Pin-Points Profitable, In-Demand Niches In Just MINUTES w Peng Joon: Live Events - How To Attract Attendees To Your $1KPer-Ticket LIVE Event In Just 45 Minutes…(And FILL Every Seat In The Room!) w Myron Golden: Bible Success Blueprint - The Strategies I Use To Help My Clients Rake In Up To $10 MILLION Per Year Each w Jaime Cross: Ecommerce Funnels - Mastering the “Convergence Quadrant” Method: Optimize Your Offers Before You Ever Start Building Your Funnel! w Dan Henry: Pre-sell Courses With Webinars - The Unusual Approach That Led Me To Build A $3 Million Business In Just ONE Year w Joe McCall: Mindmap - Simple Techniques That Create An Irresistible High-Ticket Coaching Offer w Spencer Mecham: Affiliate Marketing - How To Attract Buyers To Your Affiliate Programs On Autopilot w Anissa Holmes: Facebook Live Summit - How To Leverage FB To Land Clients To Consistently Fill Up Every Slot In Your Schedule w Dean Holland: Coaching Packages via JV Webinars - How To Come Up With A Valid Product Idea And Create A Webinar Strategy That Optimizes Your High-Ticket Sales

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w John Lee Dumas: Teach a Masterclass - The 2 Most Important Practices I Use EVERY DAY To Stay Focused On My 7-Figure Businesses w Rob Kosberg: High-Ticket Sales via Webinars - My Top-Secret “Embarrassingly Simple” Strategies That Enable Me to Land $25,000 Sales (Day After Day) From A Webinar w Natalie Hodson: Ebook Launch - How To Identify And Approach Your PERFECT Influencers To Promote Your Lead Magnet… (And Get The Most “Yeses” Possible!) w Pat Rigsby: Coaching One-on-One and Masterminds - “I’ve Repeated The Same EXACT Process Over And Over Again To Create 7 Businesses That Make At Least $1 Million Per Year.” w Caitlin Pyle: Online Courses via Autowebinars - How To Build INSTANT Credibility And Authority In Your Niche (Even If You’re “New And Unknown” At The Moment) w Akbar Sheikh: Coaching Clients via Facebook - How To Create An Almost INSTANT Coaching Practice That Attracts Your Perfect Client w Rhonda Swan: Three Weeks to Webinar Launch - How I Traded My All-Day “Hustle” For A Tripwire Funnel That Shot From “Zero” To 6-Figures In Just WEEKS! w David Asarnow: Facebook Marketing Services - The Lost PHILOSOPHY That Earned Me An 8-Figure Award...FOUR TIMES! w Raoul Plickat: Connect on Instagram - Tapping Into Your “A.G.P.” To Accomplish Any Goal In HALF The Time! w James P. Friel: High-Ticket Consulting - The SINGLE Biggest Mis-

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take That Holds New Business Owners Back…(and keeps them from ever achieving the success they dream of!) This panel of funnel building experts are about to radically and ruthlessly transform you into an internet marketing expert! Before you begin on this journey, all I ask is a commitment from YOU – a commitment to implement what you’re about to read… You know how the old saying goes: “you can lead a horse to water, but you can’t make it drink…” Well, here is the water, now it’s your job to take a drink. Remember, you’re just one funnel away, Russell Brunson

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Chapter 1

The Reactive Start-up by Trey Lewellen

Trey Lewellen

CEO Physical Product Sales NGOABuyersClub.com Trey’s entrepreneurial journey took off in 2012 after working several years at the job he thought he wanted. He quickly shifted from working for someone else to becoming an entrepreneur when he was inspired by a successful business man to create his own wealth. Since then he has hosted a series of trainings on MrOnIt.com, unstoppable cores, vlog, Critique Your Funnel, Funnel Hack Fridays, and Kommerce Kings.The success in Trey’s sales career made him passionate about teaching others how

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to achieve their definition of success, and his own coaching business, the Trey Lewellen Mastermind, was born. He began to share with others the lessons, tips, and tricks he learned from his own experience and research to help them build their own long-term, sustainable online businesses. “I’ve learned that in order to be happy in life, you need to figure out what your talents and strengths are… then run with them! Don’t settle for anything less than what your abilities can get you.” - Trey Lewellen

The Reactive Start-up: 30-Day Roadmap To An Online Business What you’re about to read is NOT theory, but actually a proven and working strategy! You’ll find the following roadmap to be profound, realistic, doable, and repeatable. You will not have to possess any tricks, tactics, or superpowers, nor will you need to be educated in any field or hold any licenses, training, or diplomas. With that said, I give you my 30-day roadmap to a successful online business I coined “The Reactive Start-up.” Before starting with Day 1, I want to be extremely clear with the knowns: I have no connections, my name is worthless, I have a ClickFunnels account, and most importantly, I have ZERO money! The following would be my exact 30-day roadmap to a successful online business with the above circumstances.

Day 1: Downsizing It’s time to get to work. And I have a long day ahead of me. I will create a morning routine to follow over the next 30 days so I can be ALERT,

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ACTIVE, and REACTIVE. Yes, this means waking up earlier than most of the world and also going to bed before most of the world. The night prior to Day 1, I’ll be in bed at 9pm with an alarm set to 4:15am. My morning routine will be as follows, and will be repeated for every day forward: 4:15am: Wake up, take shower 4:30am: Make coffee and eat a biscotti (chocolate and almond) 4:45am: Listen to Tony Robbins (Personal Power II) 5:30am: Read a motivational book (Crush It! by Gary Vaynerchuk) 6:00am: Elliptical (hitting target heart rate) 6:40am: Priming Exercise with Tony Robbins 7:00am: READY TO START THE DAY! Today, I’ll be calling my bank to let them know I’ve lost all my credit cards and will need replacements. Doing so will allow any and all recurring monthly transactions (gym membership, magazine subscriptions, Netflix, newspapers, car wash, etc.) to be automatically cancelled. For the bills that are received via direct mail such as utilities, cell phone, mortgage, and electric, I will be calling to negotiate a lower rate or lower percentage. (Keep in mind: everything is negotiable. And check out the book Secrets of Power Negotiating by Roger Dawson.) I will be putting my car on Craigslist for sale and purchasing a car with the profit from the sale (no loan). Day 1 is for downsizing and getting rid of anything unnecessary.

Day 2: Niche Selection If I’m going to build a business, I should mold it around what I love. Those who love what they do never have to work another day in their lives. Which brings me to picking out a niche that I absolutely enjoy. Picking a niche can be difficult at times, so to help me decide, I will think of something that I absolutely love talking about. For some people, this could be their kids, gardening, a sport they used to play, remote-control airplanes, or the latest and greatest beer they just brewed in their basement. These are all niches that can become prof-

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itable businesses! To help me pull out my thoughts, I like to use whiteboards and/or 18” x 12” sheets of paper. I typically will purchase packets called Art1st Sketch Pads that keep all my ideas on one big notepad. I could go to a park or coffee shop and sit for hours on end just unleashing my brain of all the things I enjoy doing and why. This will help me pull out the niche I am destined to build a business around, but maybe I just didn’t realize it until now. Here are 46 niches that I would consider going into: w Beer Brewers w Bicycling w Bodybuilding

w Gardening w Grandparents w Hunting

w Bow Hunting w Cars (specific models)

w Juicing w Makeup

w Cats (specific breeds) w Cigars

w Mechanics w Military

w Coffee w Computers

w Moms w Motorcycles (Harley)

w Cooking w Crane Operators

w Musical Instruments (I’m a guitar player)

w Dads w Dirt Bikes

w NASCAR w Nursing

w Dogs (specific breeds) w Doomsday Prepping

w Police w Quilting

w Eighteen Wheelers (truckers)

w Self-employment w Sewing

w Emergency Medical Technicians

w Smoking/BBQ w Spinners (Soul Cycle, etc.)

w Engineering w Farmers

w Sports (specific teams in a specific sport)

w Firefighters w Fishing

w Tea w Triathletes

w Fitness w Fraternities and Sororities

w Weight Loss w Wine

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Day 3: Barnes & Noble Now that I have my niche selected, today will be all about the nearest bookstore. I could also visit Amazon under Magazine Subscriptions or Magazines.com. I will go to a bookstore such as Barnes & Noble and flood myself with magazines. The ones that are displayed to show 100% of the cover are the most popular and sell the best. Then the next most popular magazine will show around 60%, and so forth up the rack. I will then pull out all the magazines I can find that talk about my niche. So if I chose cigars as my niche, I would go and grab ALL of the magazines regarding cigars. I’ll take today to look through the magazines and familiarize myself with the articles—what language they are using to talk to their audience and the common buzzwords. There should be postcards inside the magazine that allow readers to order that magazine fairly inexpensively. Magazines will be monthly, bimonthly, quarterly, or bi-quarterly. The problem here is that I would have to wait an entire year to see who is advertising inside these magazines. The solution? I can call the number on the cards and ask if I can purchase the back issues for the previous 12 months. Most if not all will say yes, and I might actually get the back issues for FREE if I let them know that in the near future I might be looking to place an ad in their magazine and wanted to make sure it’s a good fit! Next, I’ll find all the magazines that work parallel with my selected niche. For instance, since I picked cigars, the parallel magazines could be magazines about whiskey, barbecue, expensive watches, yachts, and so on and so forth. I will also write these magazine phone numbers down for later, once I have my first product underway. Cost: $50–$100 (I’ll be able to afford this from all the money I save by canceling all my monthly subscriptions.)

Day 4: The Foundation Today’s job is to get everything out of the magazines and blow it up on my wall.

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What I like to do is cut out each individual ad and glue it to a large sheet of paper, allowing myself to see what ads start to repeat themselves and show up in other magazines. For each magazine, I have a separate large sheet of paper, typically the size will be 3’ x 3’ to fit all the ads on it. As I start to receive the back issues, I can cut and paste the ads inside those to the sheet of paper as well. I’ll start to notice a lot of overlapping ads, as well as ads that just ran once. I’ll take notes on the ads that are running multiple times throughout the prior 12 months. Here is an example:

Day 5: The Journey The objective for the next 25 days is two-fold. First, I am going to acquire free product(s) and use those products to gain from 10,000 to over 30,000 FREE leads (i.e., email addresses). Part 2 will take place after the email list is created—I will survey them on what t-shirt design they would buy. I will take that design and create a shirt email launch to sell as many of those shirts as possible.

Days 6–8: Donations The first thing I’ll do is write down all the phone numbers from the collage of product ads that are now pasted to my wall. Those are going to be my first go-to’s when it comes to donations. From the ads, I’ll know which products they are trying to promote and most likely

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own inventory for. What I tend to do when calling the numbers is ask for the marketing department, or if it’s a larger company, I’ll request to speak with the manager of marketing. Most likely this person will have enough weight in their role that they’ll be able to make a decision on the donation. Here is why they’ll want to donate to me. I’m going to explain to them that I will be growing an email list of 10,000 to 30,000, depending on how many other companies I get involved in the project. By their donation, they’ll receive the new leads for FREE! At ZERO cost to them, all they need to do is gift the product. (Donations on product(s) are easier to come by than you might think, you just have to show the donator the advantage of doing so.) The donation retail amount I am looking for will need to be around $300 to $700. I have found this price range leads to the most generated leads. The cost isn’t too low nor is it too high to make the leads think the giveaway is a scam or impossible to win. I give this three days, because more than likely the decision will have to go back and forth with co-owners or someone of higher authority. I also might find that they are out of the office the day I call, or I have to leave a message and follow up the next day. Whichever roadblocks I come into contact with, I will need to overcome them and have donations on their way by the third day of calls. (If the company is not willing to donate, see DAY 9 for another way I can work with them while they are on the phone with me.) Lastly, if the company I call doesn’t have a product in that price range, I can simply have more than one donation to achieve the $300 to $700 benchmark.

Call Script Hello, , this is with . I saw you were advertising in and wanted to reach out and let you know we are doing a FREE GIVEAWAY in the next two weeks and thought your would make a great fit for the giveaway! The best part—when you donate, you’ll

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receive all the names and email addresses we collect during the giveaway. Would you like to donate? (Note: Of course, for anyone signing up to be added to an email list, they must give permission and be given the opportunity to unsubscribe if desired.)

Day 9: Joint Venture From Days 6–8, I will have made some really nice contacts with the advertisers asking for donations. Within those companies, some have really big email lists, but they may not even be emailing often. If they are emailing, it’s often about internal offers that they’ve recently come out with. When calling them, I make it a point to discuss their email list and the size. However, sometimes bigger doesn’t mean better. For instance, a company might have 50,000 emails and get 1,000 clicks, while a newer company might have a 7,000 list and achieve 500 clicks. Both lists are fantastic, although the smaller company has a much more active list. I will let them know that in the next week I am going to be pushing out a massive $300 to $700 giveaway. There is no cost to enter the giveaway, all I ask is that they email their list about it. The WIN-WIN here will be that when they email to the giveaway, they’ll receive in return all the leads generated from all the other companies involved! This is where it really starts to become fun. Once I have ONE company on board, I can go back to the companies who previously said no and let them know about the other companies who are now participating. As the companies keep stacking on one another, I create leverage as I continue to make phone calls. The goal here is to get as many companies on board as possible— the bigger the total number of subscribers on the lists, the more FREE leads that’ll be generated.

Day 10: The Opt-in Funnel Before any leads can be collected, I will need to create a page that

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collects the lead. The industry term for this is an “opt-in page.” I’ll want this page to be extremely basic, with just a headline of what they’ll be receiving if they win, the value of the giveaway, how to enter, the date on which the giveaway ends, and any terms needed for my state. (I will consult with an attorney for the proper terms that I’ll need to use.) Most opt-in pages will only have a name input field and an email input field. I like to add a phone number field that is optional. I may or may not share the phone numbers with the participating parties. Since the phone number field is optional, I’ll receive around 30% of total opt-ins. So for every 100 people who give me their email addresses, about 30 will also give me their phone number. I strive for an 80% to 90% opt-in ratio, thus for every 100 people who click over to the giveaway, I like to capture 90 email addresses.

Day 11: Monetize The Thank-You Page Most thank-you pages I see are a headline and a confirmation of what the client just purchased or became a part of. I like to do things a little differently. On the thank-you page that comes directly after the opt-in, I’ll present a congruent affiliate offer. Affiliate offers are products sold by companies that are willing to give up a big portion of the sale revenue to incentivize other companies to push traffic. To find affiliate offers, I can do a number of things. I like to search for “ affiliate program.” For example, if I were in the golf niche, I would google “golf affiliate program” to see what already exists. I’d also check affiliate websites such as ClickBank, A4D, W4, and Tapstone. I can also google “affiliate conferences ” to see which ones all the broker houses are attending and call the people on that list. If the clients who are opting in are not taking the offer, then I will try a different one. I’ll want around 1,000 clicks before making a decision. To gauge whether the affiliate offer is congruent, the key performance indicator (KPI) I look for is around $.10/email. For example, if the affiliate offer is paying out $10, and for every 100 emails I receive

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one sale, I’m on track! ($10/100 emails = $.10/email). For another example, let’s say the affiliate payout is $5. I would need 2 sales for every 100 emails collected. I’ll be keeping all the profit collected, since the deal with the other companies providing the clicks is that I’ll be giving them the other leads collected. Using the example of $.10/email, for every 1,000 emails, I am on track to collect $100. PROFIT: $.10/email > $1,000 to $3,000+

Day 12: In-House Case Study (Payday) We recently went through this exact process and acquired just over 30,000 email addresses, making $3,000 on the thank-you page and another $12,000 on the 20-day autoresponder. If there is any doubt that this 30-day roadmap won’t work, here is undeniable proof… We sent a giveaway to lists with a cumulative number of subscribers of two million email addresses. The lists drove over 33,431 clicks, and we had a 96% conversion from click to lead.

From there, we were able to post a congruent offer on the thankyou page that paid out a $3,000 check, along with some other affiliate offer payouts from other campaigns. We then followed up with everyone who opted in to the giveaway with 20 emails (see Day 13), one email per day, which generated another $12,000, making the company around $15,000 from a FREE generated list. The best part is that we are not done. We currently hold a buying audience, and it is our job to keep presenting offers they will absolutely love!

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Day 13: Welcome Campaign Today, I will want to start putting together an email campaign where I send out a daily email to everyone who opted in to my list. This allows them to get to know who I am and how excited I am about my particular niche. I’ll be able to set up an email sequence within ClickFunnels Actionetics.

Email 1 The first email I send out will be my welcome email, which will explain who I am and my mission as well as my love for the niche I’ve selected. It’s also a really good idea to ask a question in this email such as “What state are you from?” or “What is your favorite product?” or “Why are you passionate about ?” Anything that will get the lead to reply. Doing so will show all the email providers that I am not a spammer but am actually having conversations with everyone on my list.

Email 2 For Email 2, I like to survey the people who are on my new list. This allows me to better understand them as an avatar: their needs, wants, and fears. I use SurveyMonkey or Google Forms to send out my surveys. A favorite question I love asking inside the surveys is “If you could wave a magic wand to make the most painful problem disappear, what would that be?” This was given to me by a good friend and mastermind client, Sid Mylavarapu. Some other questions, from the book 80/20 Sales and Marketing by Perry Marshall, are… w What have you recently googled regarding ? w How important was it to find an answer to that question: Low/ Medium/High w Did you find the answer you were looking for? Yes/No From those questions, I will bring to the surface all the HIGHs and NOs giving me problems that exist with high urgency for the answer.

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Lastly, the most important question for this 30-day campaign would be to ask: What is your favorite saying/phrase/quote regarding ? I will use these responses on Day 15.

Emails 3–6 For Emails 3 through 6, I will want to send out affiliate offers that I found from Day 11. A good affiliate offer will make around $.02/email. For example, for every 1,000 emails I send, I’ll be looking to make around $20. Sending out the next three email messages at 30,000 email addresses per send should generate approximately $1,800. PROFIT: $1,000 (10,000 emails at $.10/email) to $12,000 (30,000 emails at $.20/email)

Email 7 For Email 7, I am going to ask my leads what their favorite shirt is to get a good feel of the type they are proud to wear. The reason for doing this is to get a grip on what designs they like—the color of the shirt, the size, the brand, and so on. In a few days, I am going to design a shirt that will outdo any in their closet. Here is the typical message I’ll send out for Email 7. Subject: Show Me Your Closet Hey, , I’m about to do something really fun and creative and would like to have your help in the process. I’m going to be designing a good-looking t-shirt that shows off the passion that you and I both love, . With that said, I need your help! It would mean the world to me for you to go to your closet and take a picture of your most favorite shirt revolving around — you know the one. The shirt that, no matter how dirty or smelly it is, you’d put it on in a heartbeat! My goal is to receive more than 100 shirt examples, and by doing so find the trends and come up with the most badass shirt anyone has ever seen! So hurry—go to your closet, take a picture of your favorite shirt and reply back to this email! I look forward to seeing it!

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Day 14: ZERO RISK I’ve found that one of the easier products to sell quickly is t-shirts. They sell easily, I don’t need to describe them, all the buyer cares about is what design is displayed on the shirt. When I get the design right, I’ll have a six-figure shirt ready for sale. Back in April 2018, I was able to sell 5,571 shirts in two weeks with a $21 price point and made over $117,000 using this exact same strategy! The best part about selling t-shirts is there are no upfront costs. No investment cash needed. Zero risk. There are companies out there that already have a full warehouse of inventory of t-shirts, sweaters, long-sleeve shirts, and much more waiting to be printed on. In fact, I use Printex (which is located in Hannibal, Missouri) to do all of my printing when selling t-shirts. Printex also will drop-ship the shirts, which means I never have to see or touch the product that is sold to the end consumer! The other main reason I really enjoy using Printex is because of their location—they sit right smack-dab in the middle of the USA. This is a plus because I am only two to three zones away from any mailbox. If I were to ship from California and had an order come in from Florida, I’d be paying double if not triple the price for postage.

Day 15: The Design I know what I excel at and what I really fail at. One of those failures would be creating a design that goes on a t-shirt. Luckily, some other entrepreneur knew of my weakness and created 99designs. This is a website that allows people to submit a phrase and have access to 40+ professional designers who will design beautiful artwork for their t-shirts. I will make sure to put the word “guaranteed” in the project title. Doing so will let the designers know I mean business. Guaranteed means that one of the designers who submits the winning design chosen by me will get paid. This will pull in some of the top designers on 99designs because they have a better chance of winning and getting paid. I usually just go with the lowest bid amount, which is $199. Following the guidelines above will pull the top designers to build me a really nice shirt design.

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Days 16–19: Designs In Review Once I submit a request, the campaign will stretch over five days in order for all designers to see the campaign, submit their work, and then have it reviewed by me. While I am waiting on designs to come in, I will remind myself about some tips I’ve learned along the way. w Tip #1: Give stars, but only 4 and below. If I give someone a 5-star review, the other designers will see this as me choosing the winner before the contest is over. I like to only give 4-star reviews, even if I really like the design. w Tip #2: Make the project guaranteed. This means no matter what, I’ll be choosing a winner at the end. w Tip #3: Don’t freak out. It never fails—the worst designers always submit their designs on Day 1, while the top designers wait till the last few days to submit their artwork. I must be patient— the best designs come at the end of the campaign cycle. w Tip #4: Allow all artists to see the other designs. This is the power of 99designs. As designers place their work onto my campaign wall, other designers get to watch and learn what I like and don’t like, and then will react to building me more of what I love. w Tip #5: Give feedback. When I am placing 4 stars and below, I will make sure I am chatting with the designer and giving them feedback on things I really like and don’t like as well as changes I would like to see. They don’t know what I’m thinking, so this helps them to improve their design so it fits my needs.

Day 20: 99designs Is Complete The day has come! I have my finalist and some really good-looking designs—so good, it’s hard to choose. But I won’t be making the final decision—my newfound audience will be. One of the biggest lessons I learned early on was that people don’t think like me nor do they purchase what I think is cool. So when I found something I thought was a cool product and tried to go and sell it, it would bomb. However, when I asked my client list their opinion on what they would buy, it always sold like deep-fried Oreos at a carnival!

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I will need the cumulative power of my audience to now vote on their favorite t-shirt design before I take it to market. The first step is to choose three designs that came from 99designs. Next step is to ask the designers to place the artwork on a solid-color t-shirt—I usually tell them to use a black shirt. The shirt should also be blank, meaning there is no creative sparkle in the shirt image, not on a person or with any background. The background I want is white. The reason for this is I want to make it easy and non-deceptive for the audience to choose which shirt they truly do love. When I show the three shirts to my audience, the only thing that will be different in the three images is the design itself, nothing else. Now that I have the three shirts with their designs, I will put them side by side and create an image of all three together. I’ll also place an A, B, and C above the shirts so that my audience can easily tell me which one they would buy. The last thing to do is ask the list. I’ll send an email to my list letting them know I am ONE day away from launching my first t-shirt, but before I do, I want their opinion. I will paste the image into the email with the three shirts and the A, B, C above them, then ask my audience to promptly reply on which shirt they would buy. Using the word buy is crucial. If I use words like love or wear, I’ll receive inaccurate data. When I use the word buy, people will put more thought into it, because they are making a transaction, spending money inside their head when giving me their answer.

Day 21: Build The Shirt Funnel Before the big launch tomorrow, I need to build out the t-shirt funnel. This will be a two-page funnel. Page one will be the order page, and the second page will be the order confirmation page. On the order page, I’ll want to have a few things in place: a headline talking about the shirt, an image, and a paragraph describing the color and brand, and possibly a size table (to help the person buying the shirt know what size they’ll need to purchase to fit them appropriately). This page will also contain the order form, allowing someone to purchase with a credit card.

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Days 22–28: LAUNCH T-minus zero! It’s time to launch the shirt offer. I am going to launch the offer to my email audience over a seven-day course. Doing so will create an inverted bell curve of sales. I will have a great number of sales come in the first two days, then sales will slow down tremendously the next three days, and then spike the final two. This creates a compounding effect of sales through a seven-day cycle—I love it! The following would be my email schedule. w Day 1: Email twice. w Day 2: Email twice. w Days 3–5: Email once. w Day 6: Email twice. w Day 7: Email three times. Days 1 and 2 will be about the launch of the new t-shirt. Days 3 through 5 will be subtle reminders that the shirt is still for sale. Day 6 will be a reminder that the shirt offer will be going away the next day at midnight and they must purchase it within the next 48 hours to own one. Day 7: These are all countdown emails. I like to send one at 10am letting them know they only have 10 hours left to purchase. The next email will go out around 6pm and then another at 10pm for the final closing at MIDNIGHT. It might sound like a ton of emails going out, but when I break it down into days over a seven-day period, it’s very few. The biggest thing I must do is stress the URGENCY to purchase the first two days and then again the last two days. The majority of the population buys on impulse the first two days and then from scarcity of missing out the last two days.

Day 29 I’ll go over everything that happened with the lead generation and the t-shirt offer. What were the conversions on the lead gen from click

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to lead? Could I change the headline and possibly raise the conversion? Did I make $.10/email or more on the affiliate offer that was placed on the thank-you page? Reset and repeat Days 6 through 29.

Day 30: Reactive Growth Building a database for my company will be the best thing I ever do for it. And now with my 30,000+ new email addresses, I can expand more into profit! Over the next 90 days, I will focus on the following:

1. Email them more often. I should be emailing my list two to three times per day! Hunting for more offers from affiliates, working with brokers, renting out my list, selling my list, and selling my own internal offers. For every email I have in my database, I average around $.30/ month/email. For easy numbers, a 100,000-email list would generate $360,000 per year (100,000 emails x.30/email x 12 months).

2. Call them. I will create outbound phone campaigns to my own internal offers or external affiliate offers. From the 30,000 emails I’ve collected, I will have received around 30% phone numbers, which is around 9,000 phone numbers ready to answer and talk about products in my niche! And 9,000 phone numbers are worth around $2/number to me. And I like to call them once every three months. If the only thing I did over the next year was collect the 9,000 phone numbers, I would still be able to generate around $72,000 in revenue (9,000 phone numbers x $2/number x 4 times per year).

3. Direct mail them. By obtaining a client’s email address or their phone number, I can do a reverse lookup for their address with a 70% accuracy rate. If I were to collect 30,000 leads and do a reverse lookup, I would have approximately 21,000 mailing addresses. I like to mail $997, or a three-pay of $397 programs, with a .05% to 1% take rate. When I mail out 21,000 mailers and achieve a 1% take

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rate, I generate 210 sales at $997, a total revenue of $210,000.

4. Find congruent joint venture offers to email, call, and mail out to my new audience. I learned this concept called “relational capital” from Jay Abraham, where your problem is someone else’s solution to their problem. For example, if I were in the garden niche selling t-shirts but I find out my customers are also interested in the best dirt to purchase for their plants, instead of going out and creating a dirt company, I would partner with someone who already has a dirt company in place with manufacturing, customer service, internal/external systems, etc. This will allow me to market what my customer wants without ever having to go through the hassle of building a dirt company while reaping the rewards as if I had!

5. Create a continuity program to collect monthly paychecks. As my business grows, I’ll want to start offering my clients continuity, where every month they receive something in exchange for their hard-earned dollars. I can do a quick Google search of other continuity programs already in place around my selected niche, figure out which ones I can model, and determine whether I can create something better.

FINAL THOUGHTS First off, congratulations on reading this entire chapter. As you can see, from the beginning to now the end, you don’t have to possess any tricks, tactics, or superpowers, nor must you be educated in any field or hold any licenses, training, or diplomas to create a business out of thin air. Many entrepreneurs when first getting started think they have to spend money, work long hours, and have an extremely com-

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plicated system to make a dime. In fact, I’ve proven the exact opposite (along with many of my colleagues), that a simple system can be as effective if not more so for making income for yourself. The big key here is to pick one chapter and stick to it, burn the ships as they say. Do it until completion. No other chapter will be easier or have fewer difficulties along the way; they all come with their own challenges. Lastly, no matter what anyone says, money doesn’t come easy—if it did, everyone would have it!

RESOURCES w 80/20 Sales and

Vaynerchuk

Marketing by

w Google Forms

actionetics) w Amazon.com

w Magazines.com w “Personal Power II” by Tony Robbins w Printex USA (printexusa.com) w Secrets of Power Negotiating by Roger Dawson

w Art1st Sketch Pads w Barnes & Noble

w SurveyMonkey (surveymonkey.com)

w ClickBank (clickbank.com) w Craigslist (craigslist.org)

w Tapstone (tapstone.com) w Tony Robbins’ Priming Exercise (tonyrobbins. com/priming-exercise)

w Crush It! by Gary

w W4 (w4.com)

Perry Marshall w 99designs (99designs.com) w A4D (a4d.com) w Actionetics (clickfunnels.com/

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Chapter 2

High Ticket Coaching by Liz Benny

Liz Benny

The Queen Of Kapow Life And Business Transformation LizBenny.com Liz lives and breathes the philosophy of ‘playing life full out’. And it’s not about doing that in a way that other people say is right or proper; it’s about being 100% authentic to herself. That’s where Liz believes true happiness happens, and she wants that for everyone! It took Liz a while to find business success, although she earned a Masters with Distinction from her work in Positive Psychology. After this, ironically, Liz found herself stuck in a job that was draining her soul, so she made a decision and set out

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to create a better life for herself and family – a life she’d always dreamed of. She firmly believes that EVERYONE deserves happiness, and her passion is drawing that out of each and every person she works with. Here’s the thing: She knows how to make a ton of money in business, but she also knows that if you’re not grounded in what makes you truly happy… then all the money in the world will never be enough! Ever! Liz’s main focuses at the moment is sharing her message of how to be authentic; and she does this through her work as a keynote speaker, assisting others to KAPOW with various training programs, and one-on-one business mentoring. People say that she has a magnetic and engaging personality that you literally get swept along with. But deeper than that, Liz has a raw passion to impact the world positively before she dies, and has a goal of helping 1 Billion People live true, real and authentic lives. Crazy goal - Yes. Impossible - No!

KAPOW Restart: Coming Back From The Ashes Hey, and a massive KAPOW! I truly hope this inspires you, to know that if you are ever in this type of situation, you are just a short time away from getting yourself out of whatever horrible situation you’re in…JUST a short time. My friend and mentor Russell Brunson says, “You’re only ONE funnel away.” I know this having experienced it. HOWEVER, if you’re not there, you need to TRUST that you can have the success you desire. I promise! For the purposes of this chapter, I am going to put myself in the hy-

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pothetical situation of being a version of Liz Benny who has nothing but bills piling up, a sick wife, kids who hate school, a mother-in-law with cancer, no clients, and no systems or products set up to create income to pay the bills, let alone feed the family. This is an ironic story to write for you all because recently I quite literally lost more than seven years of business documents in a freak Apple encryption situation when I changed my computer password. I tried everything to get the information back. After a 47-minute conversation with Mr. Apple Support, the following happened: “The next step, Elizabeth, is to wipe your hard drive,” he said. “Okay, I’ll just restore it from the backup,” I said, saddened because I knew my last backup had been four months prior and I would lose an entire unreleased webinar. Then Mr. Apple Support said something that created an ever-expanding empty pit in my stomach, which then filled slowly with the most extreme sense of guilt. “No, Elizabeth. The backup won’t work. It’s encrypted, too. You have lost it all.” You have lost it all. Those words reverberated in my ears faster and faster as I mentally scrambled for another solution in my foggy brain. But my mind was blank, and the harder I thought, the foggier things became. I’m not sure how long I sat there, silently moving my lips, hoping maybe THAT would conjure up the exact right words to say in order to remedy the situation. In my mind I know only a few seconds passed, but in the moment I would have sworn I sat there silently with Mr. Apple Support on the other end of the line for 15 minutes. And yet, all I could say in reply was… “I don’t want to have this conversation anymore. Thank you. Goodbye.” I’m still unsure why I thanked him. Probably because I was in shock. I suppose it doesn’t really matter, because the point is this: I was literally, in that moment, FULL of guilt for having lost my wife’s and children’s photos and memories. They were gone. POOF! Just like that.

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But at the same time, I was grateful in a way that I’d never expected. I realized that although I’d lost all original files—Photoshop files, logos, templates, checklists, webinars…everything I’d built my business on… w I knew enough to rebuild. w I knew I WOULD rebuild. w I was confident in my ability to scale my business and produce income. w I knew I had the knowledge, resources, and tenacity to create any business I wanted…FROM SCRATCH. Because, in that moment, it’s what I had to do. I gave myself a few weeks off from my business. No building. I wasn’t under pressure. And that allowed me the space to work out that Mr. Apple had actually been wrong. My backup wasn’t encrypted…and I was able to reclaim ALL my files. (Well, nearly all of them. No silver lining is completely perfect.) This is, however, a SUPER FUN exercise for me to do for you…knowing that it’s easy to create a business you love. Below, I’ll map out exactly what I’d do in the first 30 days to build my business from the ground up.

Day 1: Decision Day It’s decision day, first and foremost. No BS. Today is the day I’m working out exactly what I’m going to do to pull myself out of this hole. I need to know where I’m going, so Day 1 is all about gathering up my internal resources and then mapping out a plan. Time to roll…

Looking After Myself It is of paramount importance that I’m making powerful decisions from Day 1. There are people I owe money to who will likely come at me if I don’t communicate. Fair enough! With that said, I can make the money more easily if I’m in flow. So as a first priority, I need to call them really quickly to let them know I intend to pay them, that I’m in a squeeze

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financially, and that I need a little grace period so I can pay them. Right, now that’s done, I also need to have an honest talk with myself and make sure that I’m solid internally (belief-wise) for the steps I’m about to take. I’ve seen so many fail already with half-hearted efforts, so I’ll take myself into my KAPOW CAVE to create the time and space to emotionally get ready for this 30-day sprint. I turn on some inspirational music, close the curtains in my office, and turn on one light. Blocking out all distractions is important right now, more than ever before! During this KAPOW CAVE time of solitude, I focus on “armoring up,” staying the course, focusing on where I expect to be at the end of the 30 days. While I don’t have a detailed plan yet, I know that if I’m not solid emotionally and ready for the journey, I’ll just end up burned out and drained of all my money and confidence like everyone else who tried and failed. Fortitude is key. Resilience is key. I’m going to hear NO. I’m going to have naysayers. So armoring up allows me to shut them out so I can focus on the game at hand. A final stage of preparing myself internally for this rebuild is forming an accountability relationship with someone. When I say I’m going to do something, I do it. The best way to ensure I stay focused is to tell someone I respect what I’m doing and then ask them to hold me accountable, especially for the next 30 days. After calling my friend and asking them to hold me accountable, I take a pen and paper and draw a 30-day calendar to secure my focus for the next 30 days. Once I’ve buttressed my internal resources, I step into the external phase of the process. NOW I’m ready to shift to the specific steps of what I’m going to do to dig myself out of this. I have until the end of the day to get the external phase done. It’s time to…

Take Care Of Business Right! I’m SOLID, ready to go, and NOW it’s time to get clear on HOW I’m going to rebuild. There are many business models from which I can choose. I know the webinar game so well I could do it in my sleep. The same is true with the consulting/ coaching game…and funnels and social media and so on. There are a lot of right paths I could take, but I’m not interested in that. I’m

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interested in pursuing the BEST path. I know from experience that starting with understanding WHY I want to build a business is going to serve everyone better in the long run. I don’t want to build a business for the sake of making money, but I know that I need to make money in the short term, too. So strategically, the first thing I need to focus on is how to create an income stream in the short term that I’ll want to build for the long term. Note: I’m ONLY giving myself to the end of the day to make the decision of what the business model is going to look like. Tomorrow is action day, and I’m not about playing around being indecisive. I am, however, going to be strategic and ensure that the business I’m creating is right for my customers, for me, and for the world. Based on those criteria, I will have worked out the game plan based on my background and marketing knowledge, my drive to help others shine, and my tenacity and energy. Strategically, I want to find the fastest path to profits. In my case, it would be to start coaching heart-centered entrepreneurs who have a message they want to get out into the world. The plan is to get them results quickly and then sell a scalable online program to other heartcentered entrepreneurs, including recordings from the consulting I did with the initial clients. BUT before I even start to go too far down the rabbit hole of what my offer is going to be, I simply MUST search online to find at least three people who are doing what it is that I’m looking to do. Why? Well, I have a very short space of time…and I’m not about to mess around being innovative with my approach. I need to ensure that the market I’m entering is a HOT market, that there are BUYERS, and that the people who are doing what I’m wanting to do are SUCCESSFUL. Also, as I have no name, no guru status, I need to ensure that I lean on my strengths—I have knowledge and belief. These are MUSTS to step forward with, or else imposter syndrome will significantly reduce my likelihood of success. One final but incredibly important thing I must do before moving forward is to work out from where I’m going to attract my target market. What traffic source am I going to use to get eyeballs on my offer? I

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decide that, given my experience, the best thing to do is use Facebook Ads, Facebook Lives, organic posts, and an email series (after a free offer) to attract applicants to my consulting offer. I’ll work the specifics out tomorrow…but I know that Facebook is the main area for me to use right now.

What Movement Can I Take A Stand For? I get specific about what the vision is for the movement I’m about to start. Even though I’m beginning with consulting clients, I have to be clear that this is a movement. I’m more likely to be successful if I’m taking a stand for something I believe in, rather than just plodding along.

My Origin Story I work out what my origin story is. I have to work out why I’m doing this and what makes me want to help my prospective clients/customers. What happened in my life that led me to believe I MUST help my specific customers?

Ask Campaign I create an Ask Campaign to share on social media to get direct feedback from the market about what their pain points are and what it would feel like if these pain points were alleviated. I post this in FB Groups on my personal page and send messages on FB to people who are in my target market, respectfully asking them to assist me in better understanding what I can do to help them.

What’s My Offer? I work out what the first offer is going to look like by first asking myself what my prospective clients need to do to get the success they desire. The first offer is a one-on-one or group coaching offer (which will be sold as a high-end beta program). I’ll be able to serve these first clients at a very high level. This is important because for the first lot of clients through, I literally want to do anything and everything to ensure they get results, have an amazing experience, and are raving fans. My offer would include the following: w Course curriculum

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w Six weeks of group coaching calls w w w w

One-on-one quick-start call Bonuses (templates, spreadsheets, etc.) All recorded content Access to future course content (I may reshoot footage later.)

What Are My Bonuses? I’ll also work out what bonuses I could offer the high-end clients. These bonuses could also easily become part of a future course. The more I focus on ensuring the offer is solid AND there are buyers for it, the better success I will have. With that said, I am also wanting to focus on what my competition offers. I’ll get an understanding of their price points, their pitch, their branding, and the specifics of their offers. I want to make sure that my offer is better and more solid and has a point of difference that will ensure that it’s a no-brainer to work with me.

Why Wouldn’t Someone Buy My Offer? Then I’ll move on to ask myself why people would say NO to my offer. Like, for real. Why would they say NO if my offer is so insanely amazing? What fears do they have? What internal objections do they have? I’m an unknown— will that be an objection? If so, how will I overcome it? For each objection I can think of, I’ll create an honest reply. Ideally, I will have thought of all the reasons, so that I’m prepped and ready if objections arise during the sales calls!

Stories That Will Sell My Offer Next, I take a break. It’s been intense so far, and now it’s time to take a walk with my phone. During this walk, I’m going to use Voxer to send myself voice messages of 10 stories I can tell that will help my target market believe in me—believe that I’m authentic, that I have what it takes to get them success, that I understand their pain, and that I get where they are wanting to go. For example, “I remember when I was a little kid down on the farm, and I knew that I was meant to make a difference in the world. I just knew it. I would daydream about being on stage. I would practice my speeches in the mirror and would have conversations with the nonex-

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istent audience as I stood there alone in my bedroom…”

Why Me? After this, it’s time to consider how I’m unique in the marketplace. Effectively, there are thousands of people who could do what I’m proposing to do for my target market, but I must work out what makes me different. If I’m like everyone else, I’ll fail. I don’t stop on this question until I work out exactly what my point of difference is. To derive this, I’ll focus on my experience, my passion for being real and raw, my magnetic personality, and genuine solutions.

Target Market Research Next, I move on to the intricacies of my target market. I want to understand, to a VERY DEEP degree, what their pains are, what they desire, and what male and female versions of my target market would look like.

Social Proof/Testimonials Finally, I want to make sure that I have evidence that I’m the person who can assist my target market in getting results. I start thinking about what outcomes I have created in order to help my target market feel that I can assist them with what they desire. Personal success stories are fine here, but my ideal is to find the success stories that I’ve helped create for others. Right! This has been a FUN and intense day. This is always my most fun day of any business creation. And this has probably taken me about seven hours of solid, focused time. Now it’s SUPER important to have a break and be with my family. I know tonight I’m not going to be able to sleep, because I’m riding on the energy of excitement now, so it’s important that I hang out with my family before they go to sleep. I’m also going to take this time to communicate with them about what I’m going to do over the next 29 days. I know from experience that I can’t work as easily, as productively, or as ruthlessly (which is sometimes needed) if I don’t have the support of my family, specifically Kristi, my wife. More to the point, I know if Kristi sees me working endless hours, shut off from her and the kids during these next 29 days and she’s not aware of the plan, purpose, or where the light at the end of the tunnel is, then there may be some undue turbulence in

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the “home department” that makes the “business department” harder than it needs to be. After dinner and hanging out, I spend the time from 9pm till midnight working on creating a brand (name of business, logo, colors, and of course domain name). I use WorkFlowy to brainstorm ideas. After finding a domain I love, I quickly check if it’s available onhttp:// godaddy.com/ GoDaddy. This process will normally take around 20– 30 minutes, to find a domain that I love that represents a movement I can and will stand for and will make sense to my target market. When I find the domain that “sings” to me, I buy it straight away and move on. I’m not here to mess around and take four weeks on this decision. It’s do or die, so I must DO. After the domain is purchased, I head over to Envato and search the logo section. I want to find a logo that is bold, that will speak to the hearts of my target market, and that is easy to use in horizontal and vertical form. I’m giving myself 30 minutes maximum to find the logo I’m going to use. Once I find it, I buy it and then proceed to find a designer onhttp://fiverr.com/ Fiverr who can modify the logo to my requirements. I move quickly here, giving specific directions and clear instructions—including making sure that my logo is changed to colors that will attract my target market. I want the logo back tomorrow so I can use it to start marketing. I know in my heart that most people would want to move more slowly than I have today, but I know that the power of momentum will drive me through this time to get my debts paid and have a solid business income coming in to support my family. So going slow is not an option, and furthermore, it’s harder to restart than to ride the momentum. And after all the activity of Day 1, I have a tremendous amount of momentum.

Day 2: First Day Of Action Looking After Myself Quite honestly, I probably ended up staying up till 2–3am last night working on the project, so today it’s SUPER important to look after myself and rebalance my body/internals

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before jumping into action. I go for a brisk walk with Kristi to connect with her. I ensure that I’ve had a ton of water, as I will continue to do each day, and I also ensure that I’ve watched a motivational video on YouTube before starting work. I do this because I know being in the right state of mind is going to enable me to be more productive.

Taking Care Of Business The list of things to do in my business today is mainly about ensuring that there’s nothing in my way that will stop me from being able to market my business from tomorrow onward. I do the following by lunchtime: w Ask Kristi to be my photographer and take 10 photos of me— some with a blank, solid-color background—because I want to be able to “clear cut” myself out, so I can paste my photo into a variety of backgrounds to use in my marketing images. w Open an account with Clipping Magic to remove the background from some of my photos, so when I create marketing material, I can put a cool background behind me. w Open an account with Stencil so I can create email banners, Facebook Ads, and the like there. w Map out my funnel on a piece of paper. I’m going to create a short FREE giveaway that my target market will want, so my first funnel will look like this: – Step One: FREE OFFER upon opt-in – Step Two: Video thank-you and message about opportunity to work with me personally. This page will have a Book a Call section on it and will include real scarcity and urgency. The opt-in will trigger an email series where I’ll use story-based messages to inspire people to put in an application to work with me. – Step Three: Thank-you page with phone number to call w Create a Facebook page for my business and brand it accordingly. w Do a Facebook Live video (with 10/10 energy, excitement, and conviction) on my new Facebook page about my new venture and

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the new opportunity to work with me. I share this video to my personal Facebook page. Behind the scenes, I ask my friends to share my message on their Facebook pages IF they have friends who fit the target market I’m looking to serve. w Create a Facebook Group for the clients I’m about to bring in and then create a first welcome video message for members of that group. w Open an account with Zoom to deliver content. The afternoon is spent working on my FREE offer, building the funnel for it, and working on a content calendar for social media. I know it’s super important to get regular content out over the next month, so my customers know I’m serious about what I’m doing. I want to ensure that my content is relevant to my market and that I’m authentic, vulnerable, and real.

Day 3: Committed Action Looking After Myself Today is SUPER important to look after my spirit because I know I could start to get a little wobbly now. I drink water, I connect with Kristi, and I make sure that I’ve exercised and watched something inspirational before working.

Taking Care Of Business Today I continue my Facebook Lives and ensure that I’m sending people to my free offer funnel. In the background, I’m also going to start working on my coaching funnel, which could otherwise be called a Getting Beta Clients For My Online Course Funnel. In this funnel, I make certain that I’m 100% transparent about looking to personally mentor a small number of people to get incredible results and that I’ll be looking to leverage their results for future marketing purposes. I use this as a sales approach because I want to show people that their results are what I’m hungry for. I also say, with integrity, that I’ll be offering my coaching services for $25,000 in the future; however, I’m looking to ask for their help in refining what my online program is like, so I’m looking to help 15 people at just $1,497

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for a six-week coaching period. The offer will be stacked so high that it’s a no-brainer but will look to repel non-ideal (headache/pain-inthe-butt) clients. Oh, and I need to set up an order page that only I will see, because I’m going to mostly be doing phone sales for the first round of clients. I will, however, make sure that the post-purchase emails are all automated and ready to go, so I don’t have to tell 15 people the same message over and over. The instructions on when the group coaching is going to start and particulars are all in that email. NOW more than ever, I need to bring the energy and conviction into my messaging, so that I make sure the tone of every video I do is energetic, excited, and confident. Without confidence—in myself and in my ability to get results for others—I’m not going to be successful.

Days 4–6: Consistency Looking After Myself These days, I continue to ensure I’m looking after my mindset, my body, and my relationship. Without these pillars, the wheels will very likely come off.

Taking Care Of Business During these days, I… w Stay consistent with my Facebook Lives. w Create a Facebook video ad campaign to give away my free offer. w Create a retargeting ad campaign to my coaching funnel. w Close calls with applicants who have applied. w Send a FREE gift to all applicants who have paid already. Based on the information I’ve gathered from the Ask Campaign, client applications, and Facebook Likes and Comments, I prepare for the delivery of my group coaching to my clients. I’ve set the start date of the program at a week from now. I’ll create my slides in Keynote and ensure that they are branded and look professional. They also MUST be structured in a logical way so that the information is easily understood by my clients.

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Day 7: Rest And Regroup Looking After Myself Re-center, take time off, meditate, speak to my woo-woo friends to see if I’m in balance, and have time in nature. Nature always makes me feel at peace.

Taking Care Of Business Tonight, I plan out my next week and see if there are any looming barriers that I need to be aware of. My aim is to keep this process simple, so if I feel like things are too complicated, I’ll “cut the fat.” I will also spend some time putting together a one-page video funnel that is aimed at getting referrals for clients from my Facebook contacts. I speak from my heart to my fans and to my friends about what I’m aiming to do. I ask humbly for help in tagging someone they know who needs my services. I remind them that I’m raw and real (a key differentiator from my competition). I know that between my Facebook friends and their friends, there are people who need my help. Oh yeah, and I’ve also found that it helps to sweeten the deal by saying I will pay a referral fee for any successful referrals.

Days 8–13: Marketing Strong Looking After Myself Each day, I’m working on my mindset. I know if I start to freak out or get worried or annoyed, then I’ll have a difficult time in the results department. Belief in myself is KEY, so I keep looking after myself and my mindset all week.

Taking Care Of Business This week is pretty much full of marketing my program like my life depended on it. My main areas of focus are to… w Stay consistent with my Facebook Lives. w Tweak my Facebook Ads to my free offer. w Share my free offer in Facebook Groups where my target market hangs out. w Tweak retargeting ads to my coaching funnel. w Close calls with applicants who have applied. w Send a FREE gift to all applicants who have paid already.

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And I also ensure that I’m building community spirit with my new clients in a Facebook Group. I don’t want anyone to feel left behind or unsupported during this time. It’s SUPER important to focus on the early adopters and ensure that they are communicated with and feeling like a part of where we are going. I have to be solid here, even if I’m feeling wobbly inside. I have to stay confident and on top of my game. This week, I’m also finalizing content and closing last-minute sales.

Day 14: Rest And Regroup Looking After Myself Re-center, take time off, meditate, speak to my woo-woo friends to see if I’m in balance, and have time in nature.

Taking Care Of Business Again, just as I did last week, tonight I plan out my next week and see if there are any looming barriers to success that I need to be aware of. I’m nearly halfway there. So today I rest a bit. I’m simply making sure that I’m on course, that I’ve anticipated any future obstacles, and then gearing up for the rest of this 30-day journey.

Days 15–20: Delivery Looking After Myself Consistency in looking after myself is key. I make a point of having magic moments with Kristi and the girls so we all feel connected as a family. I’m building up steam now and getting really excited about how things are panning out, so I’m sharing success with my family so they can feel like the loss of time with me is worth it.

Taking Care Of Business It’s time to deliver content to my clients! I also want to make sure I keep my leads coming in. With that said, I’m going to be focusing this week on… w Staying consistent with my Facebook Lives where I’m delivering VALUE. w Staying consistent with my community development in my group. w Tweaking my Facebook Ads to my free offer. w Sharing my free offer in Facebook Groups where my target mar-

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ket hangs out. w Tweaking retargeting ads to my coaching funnel. I’m keeping my Facebook Ads running during this time to pick up a few more clients. I only want ideal clients, though. Bad-egg clients will shatter this whole push. w Delivering course content in a structured manner. w Delivering group coaching content in a mastermind manner. w Uploading all content to a members area in ClickFunnels. Furthermore, I have to listen to my clients’ concerns, needs, and desires. They will say things during this time that may change the marketing for the full launch of my course. At this point, I am most likely in a position to pay back some of the folks I owe money to, so I make sure that I do so. I make a solid point of thanking them for giving me some leeway with their payment terms.

Day 21: Rest And Regroup Looking After Myself Re-center, take time off, meditate, speak to my woo-woo friends to see if I’m in balance, and have time in nature. (Are you noticing a pattern? Make sure that you know what helps you stay centered and balanced, and then build that into your day as well.)

Taking Care Of Business Again, I will plan my next week and see if there are any looming barriers to success that I need to be aware of. My aim is to keep this process simple, so if I feel like things are too complicated, I’ll “cut the fat.”

Days 22–27: Delivery And Webinar Looking After Myself Exercise is one thing that may have slipped during these last few weeks, so I make a concerted effort to work out (properly) at least five out of seven days this week. I tell my accountability partner this also. As with the other weeks, I’m continuing to drink a TON of water and communicate with Kristi about where I’m at business-wise, and I also ensure I have special Lizzy Time with the girls so they know that they’re more important than work.

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Taking Care Of Business This week, I will continue delivering content to my clients and making sure leads are coming in. I’ll gather testimonials about the process I’ve taken my clients through so far and any wins they’ve had as a result of last week’s training. I’m also going to start working on a webinar to sell the scalable course I intend to make, because I have spent a ton of time working with my clients now, and I understand what they need and want. I’ve also refined my offer even more so it make sense to my target market. During this week, I’m laser focused on overdelivering to my clients. I want them to have success. I do, however, maintain a healthy boundary so I am able to “turn down the volume” of how hands-on I will be in the future.

Day 28: Rest And Recover Looking After Myself Re-center, take time off, meditate, speak to my woo-woo friends to see if I’m in balance, and have time in nature. And I make sure I have huge family time.

Taking Care Of Business Again, just as I did last week, tonight I plan out my next week and see if there are any looming barriers to a successful week that I need to be aware of. My aim is to keep this process simple, so if I feel like things are too complicated, I’ll “cut the fat.”

Days 29–30: Start Of Phase Two Looking After Myself This week is going to be big. As with the other weeks, I’m continuing to drink a TON of water and communicate with Kristi about where I’m at business-wise, and I also ensure I have special Lizzy Time with the girls so they know that they’re more important than work.

Taking Care Of Business As well as servicing my clients as I have done so far, I am going to focus on finishing and launching my webinar live this week, with paid traffic. It’s a tall ask, but it doesn’t have to be perfect…in fact, imperfect action always beats perfect inaction (and overthinking), so I’m going to go for it!

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Final THoughts If you sell digital products and coaching and ever find yourself in a similar position, I’m confident that the structure I’ve laid out in this 30-day plan will get you back on your feet and moving forward… building momentum as you go. And if you follow what I’ve laid out above, then you’ll avoid two of the biggest pitfalls of most business owners who are either launching a new business, scaling an existing one, or reviving a dead one. 1. Lack of confidence, discipline, and inner peace 2. Lack of a clear plan and well-defined outcomes So wherever you are in your business, you can do it. I’ve helped so many people from so many different backgrounds and life circumstances that I’m convinced anyone can be successful. You have EVERYTHING you need inside of yourself right now to make it happen. Because when you control your mindset, discipline, and focus while channeling your energy and strengths, you’re able to create win-win solutions. A win for you…and a win for the people you’re helping! In closing, I want nothing more than for you to be successful, so in one final attempt to ensure the following point sticks… Please do not waste time trying to be perfect! Take massive action and… Go get it done. KAPOW!!! Liz

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RESOURCES w Clipping Magic

w Keynote

(clippingmagic.com) w Envato Market

w Stencil (getstencil.com) w Voxer (voxer.com)

(graphicriver.net) w Facebook Ads

w WorkFlowy (workflowy.com)

w Facebook Lives w Fiverr (fiverr.com)

w Zoom (zoom.us)

w GoDaddy (godaddy.com)

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Chapter 3

Application Video Funnel by Garrett J. White

GARRett J. white

Founder, Wake Up Warrior Consulting WarriorBook.com Garrett J White is the founder of the Wake Up Warrior Movement and author of bestselling books “Warrior Book” and “Be The Man”. He is creator of Warrior Week and host of the number one podcasts Warrior On Fire, Warrior Wealth and Date Your Wife. What started as a desire to set himself free from the bondage of his own failing life after the banking crisis of 2008, soon transformed into the launch of a movement in late 2012 that is quickly changing the business world we have known for decades using an

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unconventional method known as the Warriors Way. Garrett also co-owns DKW Styling Salon and BMS Training systems in the hair industry. He lives in Laguna Beach, California with his three children Parker, Bailee and Ruby.

Day 1: The Reality Check Regardless of my reality with my money, I will still invest in my children daily and drive them to school every day. I must know where I am before I can determine where I can go. I will… w Investigate all of the chaos in my finances. w Assess the reality of what I owe, who I owe, and why, and create a simple “Here is the reality of my money” checklist. w Inform anyone I owe money to that I will need 90 days, and that from there I will catch everything up and everyone will be made whole. w Create a “PIT” DOLLAR FIGURE. This is the amount of money I am in the hole. w Create my “PEAK” MONEY target. This is the amount of money I am committed to producing to dig myself out and put myself back on top of the game in less than 90 days. w Assess all areas of my CORE 4 (body, being, balance, business) and create my DAILY (every single day for the next 30 days) WAR MAPS (see details below) with the Clear Daily Actions. I will also establish my DAILY WAR. These are the things I will be doing every single day by noon to keep

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me in power and keep the game moving forward for my offer in the next couple of weeks and beyond. I will start with CORE 4 today, but will start with the DAILY 8 on Day 6 of this 30-day sprint.

The Daily War CORE 4 (A Daily Game Of Power As Taught By Wake Up Warrior) w Body (Fitness and Fuel) – I will work out every morning. – I will drink a green smoothie every morning. w Being (Meditation and Memoirs) – I will meditate for 20 minutes twice a day. – I will write in my journal about my feelings and thoughts 20 minutes daily. w Balance (Partner and Posterity) – I will send a text of love to my wife every morning, appreciating and honoring her. – I will send a video text of love to each of my children. w Business (Discover and Declare) – I will study Expert Secrets by Russell Brunson for 20 minutes every morning. – I will share what I am learning in my own language every day online.

Daily 8 w VIDEO: Live Stream (10 mins.) – I will teach and train on this video every day (marketing). w PHOTO: IG Picture (x3) w AUDIO: Daily Fuel Podcast (10 mins.) w TEXT: FB blog (300 words) w Join one new network per day on Facebook until I am at a MAX of 10 groups. w Spend 60 minutes per day per group adding value. w Build prospect list daily by 10 and engage each of them via chat. w Add 25 new personal friends on FB from groups.

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Day 2: What Do I Want? w OUTCOME: Establish the reality of where I am committed to go. w Start With Daily War Core 4 only. I will lock in the target of what I truly want. If I have gotten myself into this situation, I will ensure that I will never go back to this place again and things will be different when I produce this time. I must learn from the mistakes that got me here, for they are the access points to my new level of production. Today is not a waste of time. I am going to allow everything I create today in my head to hit my heart, because it is the fuel that will allow me to keep going weeks from now. The first 30-day target will be to set up the systems to set me free again and to make money. As part of my daily routine, I will do a MIDDAY MEDITATION for 20 minutes and WALK for 20 minutes. It is not okay to spend the month just planning and building—I must start getting paid also. This is a MUST, not negotiable. In this case my target is $100K (received). I will also put myself on track to do another $100K a month for the rest of the year with the systems that I will build and the game I am going to play. This is a target then of both money and strategy. What do I want economically? Answer: $100K in 30 days. What do I want my lifestyle to look like? I will be a solo backpack entrepreneur for the next six months without a team. Since I f**ked up badly enough to lose everything, I obviously need some time alone to just manage myself and the game I am creating, so I will leverage only my own skills the next six months.

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Day 3: Why Do I Want it? w OUTCOME: Establish the reality of my why and what is driving me to create. w Start With Daily War Core 4 only.

The why? This is going to be crucial. I will surf today for an extra hour and also go for a very long walk (10+ miles) and contemplate my why while taking notes on my cell phone as I go, documenting ideas as they come. Once I return from the walk? I will write out the why on my boards. I will also find a picture of my family. I will get a picture made of the financial target I am hunting down. I will take the photo of my family and the money target and hang them in my home office alongside of my why statements. These I will look at 50+ times a day as I am working in my office. They will be the first things I see in the morning and the last things I see in the evening before bed. I will ensure that one room of the house is mine 14–16 hours a day. I will have the sit-down conversation with my wife about where I am—the financial PIT I have put our family in—and then I will paint the vision for where we are going in the next 60 days. I will ask for her support and will let her know that I will likely be on edge for the next 30 days but that I am still 100% committed to living the Warrior’s Way and will be taking her on a date every week over the next four weeks.

Day 4: What Happens If I Don’t Get What I Want? w OUTCOME: Establish the reality of the clear consequences for failure. w Start With Daily War Core 4 only. Today, I will identify all the obstacles inside myself and the game I am about to play again solo. How can I f**k this up?

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What could I do or have I done in the past to mess up the game for myself? Understanding my weakness and the reality of failure allows me to build the paths necessary for the success of what I am creating. This is not saying I am going to fail, but being willing to live by the TRUTH the way I see it such that I am able to clearly see where I may stumble and why. I will take the entire day to outline the challenges I am going to face and the solutions in my mind where I stand in that moment to be able to handle them. I will go on another 10-mile hike and document my answers on my phone. When I return from my hike, I will do the following: w I will narrow them down to the top 10 risks or obstacles and my current solutions and write them on the whiteboards inside my home office. w I will also write down the strategies I am going to leverage to overcome these obstacles. w I will spend a good hour before bed reviewing everything I have done so far the first four days.

Day 5: What Happens If I Do Get What I Want? w OUTCOME: Establish the reality of the clear consequences for success. w Start With Daily War Core 4 only. I will put myself into massive pain today. I will spend several hours in the ocean surfing and sitting on the beach. As I do, I will envision two things. First, I will look at the painful consequence of me failing on my mission. Yes, you read that right—of me failing. I need to get some leverage for myself, and that means I need to see

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the clear reality in me, my family, and my future if I fail. This will create massive pressure that, armed with the rest of the work, will give me the ability to launch into an intensity necessary to sell. I will write out the impact on… w Me w My marriage w My children w My life I will tattoo the s**t out of this pain all over my soul and then hang that failure reality in plain view next to the WHY photo of my wife and children along with the dollar amount. I will then write a statement on my forearm in marker: “Failure Is Not An Option, Go Motherf**ker” This will be written on my arm every single day until the target is hit. This is no BULLS**T. I want a visual reminder for me and everyone who sees me about what I am committed to! And I will spend an hour writing this on my arm and reviewing everything I have done in the first five days.

Weekly Date Night With My Queen Tonight and every week, I will coordinate a babysitter and take my wife out. We will not have any money, so it will be something for FREE. That night, I am going to make love to my wife and confirm to her the status of the rebirths of myself and the business. Yes, SEX and connection with my wife will matter.

Day 6: What Problem Will I Solve? w Saturday Date Morning With Kids w Today, I start the full Daily War (CORE 4 + DAILY 8). Today, I will determine the domain and the problem that I am going to solve.

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I am very clear that my path is in consulting. This is my X FACTOR—working directly with producers on the issues of power, production, and profit. And although I got my a$$ kicked and lost everything again, my skills are still there. The domain will be BUSINESS. I will brainstorm the problems that I know with 100% certainty I can solve for businessmen or women inside this domain. Specifically, I will focus my energy on… w Advertising w High-Level Fulfillment w Leadership of Teams w Marketing Strategy w Sales Systems Today, I will choose the top five problems. 1. Lack of qualified leads 2. Underperforming sales teams and systems 3. Underwhelming fulfillment of products and services 4. Overwhelm and failure to lead teams 5. Dysfunction of home life while experiencing the first four problems I will post these problems on the WALL. Today, I will also start my Daily General’s Tent, which is 30 minutes for me to review right before bed what I did each day and what I am committed to doing the next day. This will be the formal debrief from the day that I have been doing informally for Days 1–6. The focus on this is clearly laid out below. This will involve four phases. 1.

Return and report on what I did for the day.

2. Lessons Learned: I will assess what I learned today from what worked and what didn’t work out for me.

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Course Correct: I will adjust strategy for the next day based on

what did not work today. 4. New Targets: I will set my numbers and targets for tomorrow’s game. Everything in the daily debrief will be money- and marketing-driven.

Day 7: What Pain Will I Resolve? w OUTCOME: Clarify the painful consequence of the problem in my prospects’ lives. w Sunday Family Date Morning Regardless of my reality with my money, I will still invest in my family outing weekly. Each day, I will START WITH THE DAILY WAR then REVIEW GENERAL’S TENT from the previous night. I will spend today outlining the matrix of painful consequences that a prospect would be facing because of failure to solve each of the problems above. Each one of these painful consequences will be one of the angles I will take with my marketing messages that I am sharing with my Daily War. At this point, my Daily War has been going for seven days, and I will already have located my first two to five clients and started the seduction process with each of them. I will study them. Study their social media presence and start testing the waters with the painful consequence that they are seeing and facing inside their worlds to see if what I am finding is accurate. This is the magic sauce that will set up my marketing efforts in a few days. I will walk through each of the problems and link the painful consequence of the problem on each of the four domains of life. When I experience , the unintended consequence on my… w BODY is…

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w BEING is… w BALANCE (marriage and kids) is… w BUSINESS (money and lifestyle) is… By the end of today, I will have the PAIN WEB built, and I will be starting to express this during my DAILY WAR to the marketplace and inside the groups I am sharing in. This PAIN WEB is what I will reference every time I write sales copy. I will post these as sticky notes and stick them on the wall next to the problems so that I can see, then stand back and review them. w Complete Daily General’s Tent

Day 8: Who Are The People I Will Serve? w OUTCOME: Clarify the specific target I am going to serve with this promotion. Today, I will narrow in on a specific target of the man and woman I am after. I will identify how the problem and the painful consequences will impact them individually. I will research specifics about their lives overall and choose the location of those prospects inside of the United States and other English-speaking countries. I will consider these demographics: w Age w Belief Systems w Economics w Family w Religion w And everything else I can find At the end of the day, I will print off a picture of the MAN and WOMAN who will operate as my avatars, and I will post those pictures

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right next to the rest of the problem and pain statements on the wall. I will arrange them so the pictures are right there in the center of all the research. I will name the man Bob. I will name the woman Mary. If I have a clear idea of who I want to be my first four or five clients, I will print their pictures off from social media and have them on my board also. When I write copy, create videos, and produce any other marketing assets, I will leverage all of this in the space of these prospects so that I am speaking directly to a person and not a vague concept of a person. w Complete Daily General’s Tent During tonight’s General’s Tent, I will begin building the PROSPECT LIST from my Daily War and start specifically with the Daily Seduction to the offer coming in two weeks.

Day 9: What Product Will I Provide? w OUTCOME: Create the product or service I am going to offer. I will spend the day today researching offers to my target. I will find the top 10 offers on the web of coaches, consultant programs, and events that are speaking to my prospect. I will identify where they are dominating. I will study their marketing copy, sales systems, and FRAME they are selling from. And I’ll find the weakness and solidify in my mind why I am the f**king choice above them all. I will identify where they are weak and determine where I can dominate inside the weakness I see or how I can position myself against the competition. I am really looking to see what is already selling and why. I am also cross-checking the types of clients they are getting results for, what that might mean for me as a producer and consultant, and

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how my offer will be different. At the end, I will be offering a coaching and consulting package angled at the target of MONEY and lifestyle as a businessman or woman. Just because I have lost my empire two times now (the first time for real and the second for the purpose of this book) does not mean I don’t know how to build sh*t and get paid. My ability to guide my students to get the money is not damaged by my inability to keep my own money. My program will focus on the skill of getting money, not on the skill of keeping money. That way, my integrity is SOLID as F**K, and I can own the frame in selling. w Complete Daily General’s Tent Every day, I will continue list cultivation and start building files for each prospect, tracking their moves on social media and looking for leverage points when it comes time to offer.

Day 10: What Package Will I Provide It In? w OUTCOME: Finalize the packaging of the product. I will spend today creating my consulting package. This means I will outline the specific structure of the game. The program will be six months. I will determine… w How many training calls we will have w Focus of the calls w Form and technology used to deploy our training together w Blueprints I am going to deploy with them to leverage in their own businesses to get paid w Outcomes they can expect I’ll come forward with “WHAT I EXPECT from your results as a cli-

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ent of mine,” knowing that until I truly know the whole picture of a client’s story, it will be difficult to actually know what results are truly possible, so I will go off of past results. I will create the assessments that I will use to measure the results they are going to get. I will also create the FRAME inside of which they will be able to operate. But the time I am done today, I will have the entire program framed up and ready to go. w Complete Daily General’s Tent

Day 11: What Positioning Will I Frame? w OUTCOME: Specify the positioning of WHY ME against the other options in the market.

Why Am I The Solution? Today, I will… w Outline all of my past case studies, including the specific results they got and the process I took them through. w Narrow it down by the end of the day to the TOP 10. w Tell all their stories and share the results they have gotten. w Create specific before-and-after charts that show the clear hero’s journey of each client, starting with the painful problems they were facing when I met them and what their results look like today. w Ensure that I have six men’s and four women’s stories and that I have a variety of backgrounds—economic, social, and racial—so that I have the stories I need to connect with the prospect when I need to. And I will be clarifying the game with them on my boards. w Who they were

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w Whey they mattered w What results they got w How we worked together in the past By the end of the day, I will have the master list of case studies. Also, I will have the frames I need to create the 10 five-minute casestudy videos, where I will draw out the story of each student and the journey they took to get results on my whiteboards. w Complete Daily General’s Tent

Day 12: What Pitch Will I Make? w OUTCOME: Simplify my pitch, pricing, and promotion. Today, I will finalize my financial target. The target is simple: 10 clients for 6 months of consulting each. Tuition is $10K. Again, the target is $100K. This will allow me to hit my target. I will be doing this through sales calls and interviews with prospects over the phone and will be collecting credit card information for the initial commitment of $10K. (It will be $10K regardless.) I will start testing this pricing in pre-sales content inside of my Daily War and with my growing prospect list through private messages. I must start the pre-frame game in a way that allows the price to start being known but without it being a shock. Easier to warm up to the number over two weeks than be hit right in the face with it. I will also spend tons of time embedding the results and case studies of my students. For anyone with a payment plan need, I will push to the second 60 days and simply take a $2K deposit to add them to the next group,

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which I will launch 60 days from then. The first round will be $10K, period. I will also shoot the first five case-study videos today and shoot the next five tomorrow, so that I have assets to start sharing with my prospect list privately via chat with links to individual pages with the videos on them. No attempt to sell yet. Just starting the seduction game. w Complete Daily General’s Tent Continue list cultivation and start building prospect files for each prospect tracking their moves on social media, looking for leverage points when it comes time to offer. w Weekly Date Night With My Queen

Day 13: Create The Funnel Content Framework w OUTCOME: Frame out the entire FUNNEL I will be building. w Saturday Date Morning With Kids Today, I draw out the funnel on my whiteboards. This is my sales funnel in ClickFunnels. It will have… w Landing Page w Content 1 Page: I AM A MARKETER – The man who can make it rain controls the game. w Content 2 Page: I AM A CLOSER – The land of maybe is a lie—it is either yes or no. w Content 3 Page: I AM A LEADER, NOT A SAVIOR – I can show you the way, but I won’t carry you there. w Content 4 Page: POWER, PRODUCTION, AND PROFIT – The art and science to having it all w Content 5 Page: ARE YOU READY TO HAVE IT ALL?

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w Application Page: WHY SHOULD I ACCEPT YOU? w Schedule Page: THE PRODUCER CHECKUP The pages will be simple. They will have a black background with simply my signature logo, Garrett J. White. No sexy graphics. Just functional and automated. I will be loading my autoresponders later. Once I have the whiteboard drawn out and done, I will grab some coffee, and I will not go to sleep until the funnel is built and only waiting on the Actionetics email copy and the videos I will be shooting tomorrow. Daily Seduction to my growing lists from my DAILY WAR. w Complete Daily General’s Tent

Day 14: Deploy The Early-Bird List w OUTCOME: Start building the EMAIL list for pre-launch. w Sunday Family Date Morning Today, I will create a temporary landing page for the new funnel. I will shoot a three- to five-minute video that I will put on the page with an opt-in and one autoresponder that will tell them “Thank you for getting on the early-bird list.” I will do a live Q&A webinar for only the early birds the last 7 days of my 30-day run. This will give them incentive to opt in. On the other side of the page, I will be speaking to the four-part video training series I am going to be taking them on. I will have specific release dates for each of the videos, so that they can see that there is some really cool s**t coming. I will also create the frameworks for all five of my content videos that I will be recording tomorrow. TODAY, I will begin to start promoting individually to my list of prospects from my DAILY WAR to get them registered for the training series.

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w Complete Daily General’s Tent w Weekly Date Night With My Queen

Day 15: Shoot The Five Content Videos w OUTCOME: Complete five RAW core videos for the funnel. Today is my video day. I no longer have my teams to run my studios. So I will be on my own with this. But this is how I started, so it’s no problem. I will be shooting from my iPhone, using my hand as the microphone and my arm as the tripod. I will shoot in my home office and also on the beach down below my home. I will draw in the sand on the beach videos and will be drawing on and using whiteboards to teach the content of each video. w Complete Daily General’s Tent

Day 16: Shoot “The Application” And “The Opt-In” And Create Application w OUTCOME: Complete the application and opt-in videos and finalize the application. Today, I will watch all of my videos I shot yesterday two or three times. I will take notes on key ideas and statements I said. Then I will shoot the application video. Once I have shot the application video, I will shoot the thank-you video for the post-application. The final VIDEO I will shoot at the beach. This is the opt-in video, the most important video of all. It is the HOOK.

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I will make sure I am rested, have meditated, and am ready to go when I shoot that last video. I will also clarify and create my application that I will be using for the call to action in the series I am about to publish. w Complete Daily General’s Tent

Day 17: Edit All Videos In iMovie w OUTCOME: Edit all videos and export then load to Vimeo. Today, I will load all my videos in the series into iMovie, and then it is time to “step into the matrix.” I will create simple intros and transitions inside of each video. Since I don’t have my team to help make this magical, I am going to choose to keep things simple and focus on the content. I will add text in certain spots and will also load some B-roll photos over the edits every couple of minutes just to keep the viewers engaged. Because I was shooting and writing on my whiteboards in my office for most of my videos, I won’t need a ton of B-roll, but I will use some photos from the past of me as a trainer teaching others. I will not go to bed until all of the videos are exporting and being saved as MP4s on my desktop. This is going to be a long day, but I am going to lock myself in a room and ensure that this gets done. w Complete Daily General’s Tent

Day 18: Build Sales Funnel w OUTCOME: Funnel built, tested, and ready to deploy Okay—today, I have to start gluing everything together. This means that I am going to have to build the actual pages for the

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entire funnel. I am going to have to add the videos, images, and application. Then I am going to test all of the links, pages, and buttons. I will review the COPY on all the pages once the funnel is built and up. I will not be relying heavily on the copy for this funnel but will be leaning heavily on the video assets. With that said, I will ensure that my headlines, sub-headlines, and body copy above and below the videos are on point and ready to go. w Complete Daily General’s Tent

Day 19: Write #1–6 Autoresponders And Add To ClickFunnels w OUTCOME: First six emails written and loaded into ClickFunnels Today, I am going to write all the email copy. My focus will be Emails 1–6. They will be written and then activated inside of the funnel, leveraging Actionetics. Once someone opts in, these emails will go out every single day for 10 days. Each of the emails will spoon-feed content to the reader that they would have seen inside the videos. w Emails 1 and 2 go to Video #1 “Power, Production, Profit” w Emails 3 and 4 go to Video #2 “I’m a Marketer” w Emails 5 and 6 go to Video #3 “I’m a Closer” Each of the emails will be compelling by itself as stand-alone content and will be written as a mini sales letter more so than like a regular email. Within each email, I will teach content that they will see in the corresponding video. I will also start testing this COPY inside of the GROUPS I am part

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of—not just inside of my autoresponder—so I can see how they are received. I will write them like BLOG POSTS. Start building engagement inside the groups and keep adding to my list of prospects as they engage with the content. w Weekly Date Night With My Queen w Complete Daily General’s Tent

Day 20: Write #7–12 Autoresponders And Add To ClickFunnels. w OUTCOME: Second six emails written and loaded into ClickFunnels Today, I am going to continue cranking out my email copy. Once it is complete, I will load into Actionetics, and we are good to go. w Emails 7 and 8 go to Video #4 “I’m a Leader, Not a Savior” w Emails 9 and 10 go to Video #5 “Are You Ready to Have it All?” w Emails 11 and 12 go to the application page All of these emails are now complete, and I will load them all up in sexy formatting into ClickFunnels so they are ready to go. These emails are not for a one-time use, as I will be using these same autoresponders as part of my ongoing campaign with this funnel. I am not creating this funnel and business just to be profitable for a month—it is going to be my new game for a year or more. I will keep testing this COPY inside of the GROUPS I am part of—not just inside of my autoresponder—so I can see how they are received. I will write them like BLOG POSTS. Keep building engagement inside the groups and keep adding to my list of prospects as they engage with the content. w Complete Daily General’s Tent

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Day 21: Test And Deploy The FUNNEL To My Lists w OUTCOME: Start driving traffic to my funnel. w Sunday Family Date Morning I will… w Spend the first five or six hours of my day testing my funnel. w Do everything I can to break it. w Test for mobile, desktop, and a variety of browsers. Once I feel it is as solid as I can get it, I will begin to deploy it to the lists. This is my chat list I have built, as well as my personal pages on social media. I will write a SOLID frame for WHY, which I will send to each person I have engaged with from my Daily War efforts. Each of the messages will be customized and well thought out. At this point, I should have 100+ individuals who sit on my chat prospect list who I have been chatting with and adding value to the past two or more weeks. I will also go LIVE on Instagram and Facebook, start sharing the new series that I have available online, and begin the actual hard promotion of it. I will not start promoting in the groups yet and will retain my promotion to just the one-on-one game with each of the individuals, only growing my chat list of prospects. I will keep posting some content from the emails inside the groups and start the beginning phase of prepping them for the launch of the funnel the next day. I will keep testing this COPY inside of the GROUPS I am part of as before, writing them like BLOG POSTS to continue building engagement. w Complete Daily General’s Tent

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Day 22: Promote My A$$ Off w OUTCOME: Gather first applications. Today, I will be tracking everything and promoting everywhere. I will start to promote in the 10 groups I am part of. I will have added enough value at this point to not get slammed. This means I will start sharing the FREE training in the funnel that I have already been sharing via chat and in FREE LIVE streams in the groups I am part of. I will also go to my personal page with an offer for people to message me directly to learn more about the limited 10-student acceleration program I am creating. My personal page will be for direct promotion to chat. It is time to cash in on the goodwill and value I have produced in the previous weeks. I started with my DAILY WAR almost two weeks ago, to connect with and build relationships with whoever is running the group, so we are totally on the same page. By this time, I should have several of the group leaders ready to run a webinar with me, or at minimum to authorize me to GO LIVE with them inside the group and promote my new funnel. At the end of the day, this is a FULL-ON BLITZ, all day long in the groups and also in chat. I will be closing individuals via chat as well as via the funnel to application. Everything will end at the application. But I will not wait for my HOT PROSPECTS, who I have been chatting with one-on-one for weeks, to go through the entire funnel. I will have already built relationships with and been on the phone with many of them, so it will be time to get the first couple on board and ready to roll. w Complete Daily General’s Tent

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Day 23: Promote and Pitch (1) w OUTCOME: Collect 10K in tuitions today! Now my days are going to get very simple. I am going to be involved in two games, promoting hard all day inside the groups, chat, and my growing email list of opt-ins. I am going to balance the game between launching a business and the push to get to $100K, so I am going to stick with the HOT prospects and have patience with those who are not ready yet. I am building a business again, not a Hail-Mary income solution for 30 days only. I am not building a funnel. I am building a business. Scheduling one-on-one calls for interviews for the 10 spots. I will do them always that day or the day after. I will text them as the applications come in and will get them on the phone as soon as I can after I get the application, even if that means I call them right after it comes in. Knowing how lethal I will have been in seducing the prospects the past two weeks, I am confident I will have my first three or four interviews today and take my first YES CLIENT into the game. $10K target today. I will not get off the phones until I have collected $10K. I will have already hand-selected the three or four prospects who I feel are a perfect fit weeks ago and will have been working on it, so this is going to happen. w Complete Daily General’s Tent

Day 24: Promote and Pitch (2) w OUTCOME: Collect another 10K in tuitions today! I have some cash now.

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I will… w Start cultivating new clients by giving them assignments. w Launch my new Ads Manager and start getting ads approved today for the funnel. w Start spending $2K–$4K a day as soon as I can, but it is going to be a new account, so I’ll have to scale to this with $100 a day and get some ads approved first. w Get two or three ads up and running today to test the click, image, and copy. w Start getting more intense with my list now. w Send specific private messages to those I believe are a fit for this program with me. w Send custom VIDEO and AUDIO messages to them once they have confirmed they are part of the funnel. w Leverage the notes I have taken for weeks on each of them, which will allow me to align the offer with the needs and desires they have. w Have my first one or two $10K tuitions collected by now. This is giving me momentum. Tomorrow, I will start adding scarcity to the lists. Today, once I have collected tuitions, I will begin building my ad sets on FB to deploy ads. w Complete Daily General’s Tent

Day 25: Promote and Pitch (3) w OUTCOME: Collect another 10K in tuitions today! Today, I will have two or three interviews, and my target is to get to three or four closes by the end of the day. But if things are going as planned, I should be in the mix on this: $30K–$40K collected.

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I will also be deploying two or three more ads and spending $200/ day per ad. I will start getting traffic and my first applications from them. Having $30K–$40K is going to create the breathing room I need to keep pushing the game. This means putting the squeeze on the prospects. I will have six seats left. I will update my copy to reflect this. w Complete Daily General’s Tent

Day 26: Promote and Pitch (4) w OUTCOME: Collect another 10K in tuitions today! Today, I will have two or three more interviews. These interviews are going to be one or two hours each. They are just as important for me to figure out my prospects as they are for the sales process. By the end of the day, I will be at 50% sold out at 5 for $10K. Total $40K–$50K collected. I will add my five students to a private FB Group and begin giving them assignments to get each of them ready for our one-on-one journey that will begin in less than a week. The assignments I will give them will be about having them get clear on where they are today. Today, I will deploy $300/day to each of my ads to the funnel. I am averaging roughly $10/email. That is 300 new emails a day and averaging three or four applications. It is working perfectly. I will also ship a welcome gift to all the new students, so they feel validated for their efforts and investment. w Complete Daily General’s Tent

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w Weekly Date Night With My Queen

Day 27: Promote and Pitch (5) w OUTCOME: Collect another 10K in tuitions today! w Saturday Date Morning With Kids Today, I will do another two or three interviews. The target is to add one person per day for the next five days, to have it sold out by the thirtieth day. I will also start something new today. I am going to schedule a Referral Strategy Call with all of my current clients, meaning the first five who have signed up. I will do those calls tomorrow. The focus of those calls will be to get them on point, but also to ask for one referral from each of them of a person like them who they feel would be a perfect fit for the program. I will close another $10K today. That will take me to $60K and 6 clients. Today, I will deploy $500 in ads to my funnel. w Complete Daily General’s Tent

Day 28: Promote and Pitch (6) w OUTCOME: Collect another 10K in tuitions today! w Sunday Family Date Morning Today is going to be a hustle. I will have 50+ in the mix and only 4 spots left. I will likely have to lean on some people today. I will have my six client calls and ask for referrals. I am not expecting them to close as part of this group. I want the referrals for the next round I am going to be selling. Today, I will close one more client at $10K.

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And I will deploy $650 in ads to my funnel. w Complete Daily General’s Tent

Day 29: Promote and Pitch (7) w OUTCOME: Collect another 10K in tuitions today! Today is another day of hustle. But I am close to my target. I will have another two to four interviews today. My target is to close at minimum one person at $10K to take me to 8 clients and only 2 seats left to hit my target. During today’s game, I will schedule a “surprise” webinar for all of the opt-ins to the funnel and the applicants who I have not gotten hold of yet. I will announce it in the morning and then invite them to attend a Live tomorrow at noon. This will be in addition to the video series. The focus will be HOT SEATING prospects during a webinar. Today, I will end with 8 total clients and deploy $750/a day per ad in ads to my funnel. At $10 a lead, that is 75 emails today and several more applications. w Complete Daily General’s Tent

Day 30: Promote and Pitch (8) w OUTCOME: Collect another 20K in tuitions today! Today, I will close it out. I will push everyone to the webinar at noon. The focus of the webinar will be to customize the content of the videos and close hard LIVE on the final seats. Interviews will all be scheduled this afternoon and evening.

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I will not go to sleep until the final two seats are sold. Once they are sold, I will lock down the group of 10 clients and then roll out the program individually and add some small-group BONUS events with them virtually. I will lay my head down tonight and sleep well, knowing I did not just make money. Tonight, I will also lock my ad spend at $1K a day, assuming that I have been able to naturally get the increase by FB, with no issues the past week. I will not take the ad spend less than $1K a day for the rest of the year. This use of ad spend from profits will allow me to repeat this and the DAILY WAR every single day, as well as repeat what I just did every 30 days until I decide not to anymore. Pay for my annual membership of ClickFunnels. Celebration date night with my wife and children!

RESOURCES w Actionetics (clickfunnels.com/ actionetics)

w Facebook Live w iMovie (imoviewindows.com)

w Expert Secrets by Russell Brunson

w Vimeo (vimeo.com) w Wake Up Warrior

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Chapter 4

Ecommerce Funnels by Alison J. Prince

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Alison J. Prince

2 Comma Momma Ecommerce 0-100k.com Alison built multiple million dollar online brands and decided it was time to teach her 10 and 13 year old daughters how to sell products online. Within 9 months, these girls (who were in junior high and elementry) made their first 6 figures selling scarves. She is now teaching over 2,000 others how they can build their profitable ecommerce business and living a #becauseican Clan life.

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Starting an e-commerce site from scratch isn’t new to me; I’ve done it before multiple times, and I know I can do it again. In fact, the idea kind of excites me a little bit because it’s my chance to kick fear in the teeth again, grab life by the proverbial horns, and feel that energy that comes from building and growing something new. Because this isn’t my first time attacking a new business, I know there are two commodities when starting a business: time and money. Well, I don’t have any money, so I need to leverage the time I do have and turn it into money FAST—all while balancing my primary role of wife and mom. I don’t have time to shoot the breeze when I work. I’m here to get it done, bless lives, make money, and get home, because each day includes getting my four busy kids out the door to school and chauffeuring them to activities after school and on weekends. I plan out my “power hours” and get things done.

Day 1 Big Goal: Plot out my 30-day process (by weeks). To start out each day, I get up at least one hour before my family to get the day’s game plan in place. I know my long-term goal: start my own e-commerce business. It can get me cash in the door fast with the added bonus of working at home in my pj’s. Selling products online is an easy way to build trust with people quickly. It’s something tangible; they can touch and feel and incorporate it into their lives. But the best thing about selling products online is that choosing them doesn’t need to be complicated. If Chia Pets have grown an empire on clay and seed, that’s proof enough that it’s not the product, it’s the process. I need to set up the high-level process today to maximize my results when I launch my profitable e-commerce site. Here’s what the layout of the next 30 days looks like: 1. Find parties. 2. Find products for the parties. 3. Throw my own parties. 4. Throw my own party (again).

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Parties? Yes! Parties make it fun when you’re selling online, and I know they can make my business profitable on Day 1. If there is any time left on Day 1, I will start searching for trending products—in other words, what’s selling online. If I sell what people are buying, it will make this game a lot easier.

Day 2 Big Goal: Find the right parties. Here is the real issue I’m facing when starting an online business selling products: I need traffic. If no one comes, no one buys. That’s why today is all about getting everything ready so that everything moves the moment I turn my ClickFunnels site live. On Friends when Ross and Rachel threw parties, it always seemed to be that the camera panned to Ross sitting on the couch all alone at his, but the ones Rachel threw in her apartment were buzzing with excitement galore. Here’s the reality: both of these types of “parties” are happening online every single day. What I need to do is make sure I find those Rachel parties and weed out the Ross ones. I’ll imagine the ever-popular Rachel using my product at her party. She would tell EVERYONE there where she got it, so of course everybody else would want it, too! Getting my products in the hands of others will be so much easier if the Rachels of the world are showcasing my product than if I attend Ross’s party or merely wander down the hall, knocking on doors, seeing if someone wants to buy it. These online Rachel parties are hosted on social media 24/7. The parties never stop. And that’s a good thing when selling products online. Partygoers (or in this case, social media followers) are constantly engaging with the party throwers (influencers) and this is the perfect setup for me. But how am I going to actually FIND the people throwing these Rachel parties? How am I going to find the influencers who know how to get an engaging audience? I’m going to Instagram! With this handy little app full of influencers, we are (sometimes literally) sitting on the direct lines of communication with all the Rachels of the world. I just

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need to look for them. Instagram’s hashtag search provides my first shot at getting an invitation. With it, I can see where people are gathering at parties like Rachel’s—parties that will complement my future business. There are also some Ross parties out there, and I move right on by those along with any party that could get the cops called for bad behavior. I only want to attend where my products will sell and, quite honestly, where I feel comfortable. As I scroll down the list in Instagram, here are some of the basic requirements I look for in my perfect online parties: w They have good engagement on Instagram. w They are micro-influencers; in other words, they have fewer than 100,000 followers on Instagram. Rachel threw a great party in her apartment; I don’t want a big party (over 100K followers) where an amphitheater would have to hold everyone. Things can get expensive. In this case, a smaller following is definitely better. w They currently sell other products and have good interaction on those posts. As I find the parties I want to attend, I’m making a list using Google Docs (also FREE). The more, the merrier. Doing this pre-work today will save me hundreds of hours in growing a strong, solid customer base and will allow me to be profitable on the day I launch.

Day 3 Big Goal: Find trending products. Yesterday, I searched for the trending parties (influencers). I was able to see what products were getting engagement and what resonated with people. Today will be my day to research and find trending products. My goal is to make a list of what products are selling. I check on the influencers’ feeds and other sites like Amazon to see what people

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are buying. This is not to steal ideas. Because I can’t order unique items from China, I need to look at something I can get quickly (two or three shipping days), and that’s usually more of a commodity-type item. Later, I’ll be “un-commodifying” it. Note: I’ve been known to sell blocks of wood I found behind my shed and turn those sales into $9K within 24 hours. My girls sold scarves and made six figures. I won’t overthink and make this process complicated!

Days 4–5 Big Goal: Find out where to get the trending products. Days 4 and 5 are focused on researching where to source the commodity-type products I’ve identified locally. I have to be able to get these products in two to three days. Normally, I get samples to test the products. I ask the vendor if I can get a sample, but if they don’t do that, I’ll have to take an educated risk. I’ll ask for testimonials from other clients and research vendor Facebook pages, Instagram feeds, etc. to make sure they are highquality products. I don’t want to sell junk. No way. To save time, I will also ask the vendors if I can use their pictures on my site to resell the products. (Of course, I would never use them without asking!)

Day 6 Big Goal: Choose a logo, colors, and a name. I have to make today short because I have soccer games and a piano recital to attend. Those take priority, because my kids will never be this age again. For a logo, I’ll head to Canva. I’ve got a 14-day free trial, so I’ll use one of their pre-designed logos or whip up a simple one of my own. I’ll use the free color-dropper Chrome extension, then search “color palettes” on Pinterest to find the color scheme I want to use. I don’t have a lot of time to spend, so I just choose and go. I’ll eventually use these

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on ClickFunnels to personalize the template I select. Oh, and as for the name of my business? I’ll let my kids choose.

Day 7 Big Goal: Rest. This is my rest day, a day to spend time with family and enjoy a respite from business building. It’s an important “reset” for me personally, and ultimately will be beneficial for my company. I take time to worship, take a nap, go out for walks, visit with friends and my 95-year-old grandpa and just be very present in the moment.

Day 8 Big Goal: Un-commodify. Monday starts out early because I just can’t sleep. This is getting way too exciting! Today’s focus is on “un-commodifying” the main product I’m about to sell by building an offer. I know that I’m selling a product that another seller could get elsewhere, as I purchased from a vendor instead of a manufacturer. That means I need to make my offer something they can’t refuse. This doesn’t mean I need to sell it for pennies. My goal is to make money, and underpricing is exactly the WRONG way to achieve it. Instead, my offer will deliver greater value than anyone else’s. I’ve done this before. I know this strategy will work. Here’s an example: cake stands. There are a billion and a half out there. BUT what if my cake stand is the most valuable because of an offer that looks like this: Purchase A Cake Stand And Receive… A FREE Downloadable Recipe Book Filled With 50 Five-Minute (Cup)Cake Recipes Perfect for Last-Minute Bake Sales and Parties A Free Set of Beautiful Cupcake Liners AND Free Shipping

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WOW! Now THAT’s an offer! For just pennies, I’ve set myself apart from my competition—and didn’t sacrifice my profit margins! I’ll also add in a faster shipping option as my order bump, then set up Offer #2: my upsell. Hmmm…what else will they need to make beautiful cupcakes quickly? How about a piping set—the things that make pretty swirls on top? I can find them super cheap on eBay (I know, I looked this morning) and I’ll actually sell them for FREE! Yes, FREE…if they sign up for a monthly cake-celebration package. The front offer is now built out. Done!

Day 9 Big Goal: Set up ClickFunnels. It’s time to start setting up my first funnel. I use the Daily Deal template and customize it with my colors, logo, and business name. Then comes adding in the product. Thank heavens ClickFunnels has these templates all built out! Talk about a time (and cost) saver! I’ll also add in ClickFunnels’ Pro Tools Freebies found at CFProTools.com: w CF USA ONLY Shipping w CF Customer Info w CF Best Seller Highlight w CF Rearrange Highlight I’ll then focus on additional pages and customizations, which include: w Creating a pop-up offering 10% off if a customer attempts to leave without buying w Setting up email automation to send an email to any customer who does not purchase, again offering a 10% off coupon w Adding my upsell

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w Creating an About Us/Contact page w Adding in customer information on Thank-You page

Day 10 Big Goal: Get an invite to the party. Now that I’ve got my list of online parties I really want to attend (that is, the influencers I’d like to work with), today’s big question is figuring out how to get INTO the party to sell my products. I don’t know them. They don’t know me. I can’t offer them money to promote me. (My wallet’s empty, after all!) I need to create a three-way win: a win for the influencer, a win for their customer, and a win for me. This is the day I’ll reach out to the Rachels, the influencers, and get them to notice me. It’s my job to convince them why they want to work with me. Influencers want to make money from me just like they do when they sell other people’s products. I just need to show them how easy I will make it for them. I’ll talk about the revenue they can make, explain the quality of the product, and review how simple it will be for customers to convert with my value-added offer. (Here’s a tip: When you approach an influencer, talk to them like they are a person. You’d think that was obvious, but I’ll just throw that out there. Use their name, talk about their product, and make the interaction personal to them. Another tip: throw in a little nonspammy time-sensitive message so they’ll take action quicker.) I know some won’t answer, but that’s okay because I’m planning on sending these out to multiple “parties” from the list that I built clear back on Day 2. (Hint: Dana Derricks’ Dream 100 Book is a must-read when it comes to spoiling influencers and creating long-term relationships with them.)

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Day 11 Big Goal: Set up the 3x undercover funnel. The 3x undercover funnel is my focus for today as I wait for influencers to respond. I love how “3x undercover” sounds James Bondish…because it totally is. When I get a customer, I want to woo their socks off. I want to sell to them again and again…and again. AND I plan to sell to them two additional times before their original order ships. So that’s three orders in one—meaning additional income for me without having to pay a dime in advertising fees. What?? Yup. It all starts with the thank-you email. On the thank-you email (which gets seriously high open rates), I’ll tell them to watch out for an email the next day offering them a gift. I underscore that it’s one they DEFINITELY don’t want to miss out on. (How much do you love the e-comm-style soap opera email sequence Russell talks about that I’m building out?) They were just thinking about how they got a good deal from me on their first purchase and now I’m offering even more! This trains customers to open future emails from me. In that second email, I’ll present another offer: free sprinkles so sparkly that they could win first prize at the county fair with their cupcakes! I’ll give them a gift certificate (or a code) to buy that one additional product—they’ll just have to pay shipping and handling. Or they can buy two or three and I will waive all shipping and handling charges. One caveat: this offer expires in just 24 hours. Here’s what’s awesome: their first order still hasn’t gone out, so I can combine their orders and my margins will be a lot higher. On the third day after their original purchase, they’re getting another email from me, this time offering them a serving knife for free if they pay shipping and handling, and again they can get free shipping if they just order two or three. The fourth day after the sale, with my margins now sky-high, I’ll combine all the orders and ship THREE ORDERS IN ONE. Happy customers because they feel like they just got a fantastic

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deal. Happy business because the bottom line just grew.

Day 12 Big Goal: Create content. I should at this point either have samples or know that I’m not getting any. Either way, I need to create a video for Facebook today. Fortunately, I have a video camera in my pocket—my phone. No sample? No worries. There are plenty of ways to make a video with the still pictures I got permission from the vendor to use. A quick Google search provides tons of ideas. What else is happening today? I’m going to… w Build out an affiliate program on my shop’s site. w Set up a Facebook page and add at least 9–12 pieces of content. w Set up an Instagram page and add at least 9–12 pieces of content.

Day 13 Big Goal: Get date commitments. I start hearing back from influencers, which gives me the chance to share more about my offer and their commissions. I also want to get them to commit to the date on which they’ll promote my product—preferably between Days 15 and 20. If they agree to do it during that time, I’ll give them a bonus commission. Once confirmed, I send videos and product pictures.

Day 14 Big Goal: Rest. After a very busy week, getting to wind down and have some family time makes me pretty dang happy.

Day 15 Big Goal: Test and tweak. Today, I’m testing and tweaking my funnel by doing trial runs with my sister (or brother or mom—whoever will pick up the phone) to

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make sure all emails are firing correctly. I set up ShipStation using a free trial offer. I know that sometimes they offer a free 60-day trial, so I’ll definitely be on the hunt for that.

Day 16 Big Goal: Get my ducks in a row. I don’t have any cash in my pocket yet, so I unsubscribe from Canva. I make changes and minor tweaks to my emails and call my vendors to get an updated inventory count. I don’t want to oversell! Okay, my ducks are now officially in a row. Here we go.

Day 17 Big Goal: Launch influencer #1. I kiss my kids as they head out the door, say a quick prayer (probably the third or fourth of the morning), and officially launch my ClickFunnels shop. Influencer #1 launches. I bite my nails as I watch the back end. I have a free Hotjar account hooked up so I can see when and where customers get stuck or have issues. I’ve left my day 100% open to address any issues that arise during the launch. Now that I have orders coming in, I use the funds received to order the products. I also order shipping bags and boxes from Amazon so I can get orders out as soon as possible.

Day 18 Big Goal: Launch influencer #2. Place orders for the primary products and for the 3x undercover email funnel.

Day 19 Big Goal: Launch influencers 3+. Flood the day with the rest of the influencers who’ve agreed to promote my products. Place orders.

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Day 20 Big Goal: Eat ice cream. What have I planned for today? Celebrating with my family! Turning off everything and playing! No checking my phone or my computer. No researching, no tweaking funnels, no planning for the future. Today, my entire plan is to laugh as much as I possibly can and make a lot of memories with the most important people in my life. Ice cream may be involved. It’s a very good day.

Day 21 Big Goal: Rest. I may see if there’s any ice cream left in the freezer.

Day 22 Big Goal: Wait by the mailbox. Check the mailbox every 15 minutes until my products arrive. I snap a selfie (or six) in front of the post office as I begin shipping products out to my new customers. I’ve included a small surprise and call to action in each package to make them want to shop with me again.

Day 23 Big Goal: Build influencer list. Today’s game plan? Ship out more products and prepare to contact even more influencers. I’m building out my list to keep things going strong AND rescheduling the first influencers.

Day 24 Big Goal: Think about funnel #2. Line up more influencers and start building Funnel #2. I’m keeping buyers HOT!

Day 25 Big Goal: Show some love. Today, I’m sending out an email to my customers, asking them to

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follow me on social media. More importantly, however, I’m going to spoil my influencers—the Rachels who have helped me get my business off the ground. I’m shipping them a thank-you gift I know they’ll appreciate because I want to spoil them and work on developing terrific long-term relationships. This gift doesn’t have to be big. For influencers who’ve had babies, I’ve sent out paper plates, plastic forks, and paper towels with a note that says I’m doing their dishes for a week. When an influencer’s husband was out of town and she was too tired to make dinner for her kids, I sent them a meal. Find a pain point, relieve it, and I’ll have a fan for life. It’s just how humans work. We like to feel spoiled and loved.

Day 26 Big Goal: Ship and hire. From here on out, I’ll keep shipping out products as orders roll in and post even more on social media. By now, I may need to hire my first employee (or maybe my daughters) to ship products, and I definitely want to get that off my plate as fast as possible.

Day 27 Big Goal: Work on the books. Today, I’ll start looking at additional trending products to sell and start building out additional offers. I’ll schedule funnel #2 to launch in two weeks.

Day 28 Big Goal: Rest. I’m really happy today’s a rest day. I need it!

Day 29 Big Goal: Offer giveaways. With the end of my first 30 days nearly in sight, I’ll begin a giveaway sequence getting customers to share my social pages. It’s important that I begin growing those platforms so I can use them to launch my next (and future) funnels.

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Day 30 Big Goal: Keep it going. In one month, I’ve put the pieces in place to build a thriving online business. I continue to do what I’ve been doing: growing, spoiling, profiting, and smiling. Talk about a party! I high-five my kids as they walk through the door and give my husband a hug. I have a smile on my face, and I’m ready to get started on the next 30 days—or 30 years—ahead.

RESOURCES w Amazon.com w Canva (canva.com) w Dream 100 Book by Dana Derricks w Google Docs

w Hotjar (hotjar.com) w Pinterest (pinterest.com) w ShipStation (shipstation.com)

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Chapter 5

Find Your Dream 100 by Dana Derricks

Dana Derricks

Goat Farmer Non-Broke Entrepreneurs Dream100Book.com Dana, hailing as the premier expert on the Dream 100 and author of 8 books, featured on Forbes, Inc., ABC, and more... has personally worked with over 1,000 entrepreneurs in his career and has directly been responsible for hundreds of millions of dollars in revenue, while impacting millions of lives. He also is a world famous goat farmer.

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Day 1 What I WILL Have Done w Understood that my life isn’t over, it’s just beginning w Set myself up to successfully document the ENTIRE journey (which I’ll later sell) w Gotten into the habit of recording and documenting everything I do (creating assets)

What I Will NOT Have Done w Spent ONE second feeling sorry for myself or dwelling on anything negative that’s led me to this point w Skipped ahead or not taken the few minutes to get myself set up to document the journey (I’d regret that like crazy later on)

Action Steps w I will think about the WORST thing that’s ever happened to me in my life. Then I’d compare that against what I’m dealing with now. I’ve instantly crushed any power this situation had against me. w I’ll grab a free screencast recording program that records my screen and webcam. w I’ll set up my ClickFunnels Membership Funnel area to upload and save all my videos into for safekeeping (because I will eventually sell access to them). w I’ll go feed my goats and remember that I always have a fallback plan if this stuff doesn’t work. (The price of goat milk has been steadily rising.)

Day 2 What I WILL Have Done w Spent EVERY single second actively focused on the solution to get where I need to be w Given myself permission to NOT be pushed around or harassed by my debtors w Completed my “Holy crap, the world isn’t actually ending” list of saleable skills

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w Brainstormed and selected something I can dangle as a carrot that I’ll purchase once I’ve successfully gotten myself out of this mess

What I Will NOT Have Done w Fallen into the false thinking that any amount of reading, watching videos, browsing social media, or going through courses will get me out of my situation…the ONLY way out is for me to take action like crazy w Spoken to the people harassing me for money or anybody else that’s 1) not paying my bills for me and 2) not directly going to help me get out of this situation

Action Steps w List out ALL the skills and knowledge I have obtained over the years that is genuinely valuable and that I could sell. w Prioritize my list of skills and knowledge in order of most to least valuable, with prices attached to each (finding values will require basic research). w Set up my phone, emails, and social media to NOT allow incoming messages from debtors or anybody else who may cause pressure and noise. w Write down all the things I wish I could purchase or have if my finances were in order (e.g., house, car, vacation, something for family, etc.). w Narrow in and select ONE item I WILL purchase once my finances are in order and put a picture of that in front of me at my workplace (e.g., specific service like creating done-for-you amazing logos, or weekly done-with-you coaching to show how to create amazing logos).

Day 3 What I WILL Have Done w Selected ONE of my skills to start selling to get me some breathing room

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w Built my list of “the crap that’ll make me riches is my list of niches” I could be selling my skills/knowledge to w Made a final selection on the niche market I’ll be in

What I Will NOT Have Done w Thought I can operate my business without a cash register by NOT putting full efforts into sales and marketing w Wasted any time or energy getting distracted by anything that’s not going to put immediate money in my pocket

Action Steps w Create a list of 15+ niche markets that desperately need the skill/ knowledge I’ve chosen. w Choose ONE niche that I’ll absolutely dominate. w Plant my flag in the ground and become THE go-to expert on for that specific niche.

Day 4 What I WILL Have Done w Figured out and descriptively defined WHO my ideal, perfect avatar (customer/client) is w Figured out and descriptively defined WHO my ideal, perfect avatar (customer/client) is NOT w Defined my “why” and the bigger mission/purpose I’m serving w Gotten my “free marketing is the best marketing” Attractive Character nailed down

What I Will NOT Have Done w Gotten lazy with or haphazardly breezed through building out my avatar, why, and Attractive Character w Put ALL of my focus on making money or on anything material, which goes against the real reason I’m doing this

Action Steps w Define who my ideal, perfect avatar is (e.g., wealthy, 30–45 years

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old, female, married, etc.). w Define who my ideal, perfect avatar is NOT (e.g., broke, < 30 or > 45 years old, male, not married, etc.). w Finish the following sentence: I am helping to by . Here’s a sample of one that’s filled out: I am helping 500 pediatric dentists to improve their patient retention, satisfaction, and overall experience by providing immensely valuable and necessary training for their staff. w Put that on my wall right next to my workplace. w Brainstorm all the different parts of me that I could attach myself to that help express who I am, make me different, and allow me to stand out, and that could be used as my Attractive Character (e.g., racing, sports, goats, colors, music). w Nail down my selection and absolutely OWN one of the options and use that as my Attractive Character. (My Attractive Character will be “everybody’s favorite goat farmer.”)

Day 5 What I WILL Have Done w Perfected a script to send to past customers/clients to build a database of testimonials w Reached out to all my past customers/clients

What I Will NOT Have Done w Forgotten to feed my goats w Underestimated the value of social proof and testimonials, and how much easier this will make everything else we do

Action Steps w Write out a list of ALL the people I’ve worked with in the past and gotten results for or helped out. w Craft a script that I’ll send to all of them to get a testimonial that I’ll use in my marketing moving forward. w Deploy this script to every single person on my Dream 100 list:

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“Hey, ! It’s Dana. I have a small favor to ask…but it’s REALLY important… I’m in the process of preparing to launch something super exciting and am in need of just a handful of success stories/reviews to highlight what some of my clients are experiencing. You were one of the first that came to mind. The testimonial doesn’t have to be anything crazy, just a video shot right on your phone is perfect! Just mention the following in your video: – Your backstory before you met me – A problem you encountered and how it made you feel, both externally and internally – The epiphany you had (ideally from me or some of my materials) – What you tried before that didn’t work – The new action(s) you took or plan to take – The end results you’ve seen or plan to see Would you do that for me?? It’d seriously brighten up my day!! Thanks a million.”

Day 6 What I WILL Have Done w Built my funnel (SINGULAR) that sells the service I’m offering

What I Will NOT Have Done w Explored 700 different types of funnels and different opportunities I could pursue w Built three-fourths of a funnel 600 times, so I have 0 total funnels completely built and ready to launch

Action Steps w Log in to my ClickFunnels account > build funnel > Funnel Cook-

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book > model an existing funnel that fits the service I’m providing > fill in the blanks > launch it!

Day 7 What I WILL Have Done w Built my Dream 100 list of clients I will target with my service (at LEAST 50 entries) w Gotten as much of the data as I possibly could for each entry on my Dream 100

What I Will NOT Have Done w Built my list to fewer than 50 clients w Gotten lazy or listened to the voice in my head saying, “They’ll never work with me.”

Action Steps w Brainstorm a list of all the products or services (complementary to mine) that my perfect avatar would buy either before or after my service and start searching for those products or services online. Enter them into my Dream 100 list. w Search for LISTS of my ideal customer/client avatar on social media, Google, any association websites, memberships they’re involved in, associations, certifications, etc. Enter them into my Dream 100 list. w Fill in as much data as possible on every single entry of my Dream 100 list (e.g., phone number, mailing address, Facebook, or LinkedIn). w Opt in to ALL their lists, get into their groups, buy their stuff (if possible), and follow them as closely as possible.

Day 8 What I WILL Have Done w Deployed my outreach campaign for my Dream 100 list of clients who I will target with my service

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What I Will NOT Have Done w Given up or gotten dejected if I don’t hear back right away or am told no

Action Steps w Craft a script that I’ll send to ALL my Dream 100 that I will target with my service. w Deploy this script to my Dream 100 list. (I know based on experience that being humble doesn’t work—I’ve tested it.) “Hi, , I absolutely LOVED your !!! Also, I read a little of your story and . Keep reading. My name is Dana, and I’ve . I’m the #1 in . I also . Anyway, I’d like to open up the possibility of sharing my service (which complements and adds value to you, it most certainly does not compete directly) to your audience to make us both more money while, most importantly, adding significant value to your customers/followers by helping them . I hand-picked you and am typing this message from scratch directly to you because I have something that can be VERY valuable to your followers. I’ve created an incredible to , and am certain that this would fit perfectly with your and will even make it BETTER for your customers!! Cool, right? You just send some of your tribe over to me. I’ll take

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good care of them AND write you the check for the referral! We change more lives together. My sells for one payment of , and I’d be happy to share a portion of that with you. You’ll walk away with nearly on EACH sale, withOUT lifting a finger. Last thing, I’d love to send over a complimentary for your review so you can see it’s the real deal. I am limiting the number of partnerships, though, so please don’t read this and not reply immediately. Got it? Awesome!! Please feel free to reply directly, or you can also reach me on . Thanks so much for partnering with me! So excited!”

Day 9 What I WILL Have Done w Reached back out to as many of those who I messaged yesterday as possible with a sample of my actual service, customized for them

What I Will NOT Have Done w Skimped out on what I deliver to them, leading them to believe my actual service is anything but world-class w Gotten tired (I can sleep when I’m dead) or distracted (my attack goat will go crazy on me)

Action Steps w Create a sample of the service that I decided to sell to every single person I sent a message to yesterday on my Dream 100 list. (For example, If I’m selling email copywriting, I’ll revise/rewrite some of their emails and send them the sample.) w Send the customized sample to every person on the list with

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this script: “, It’s Dana again. I’m sorry, I seriously couldn’t contain my excitement in working with you (and showing you just how powerful my is), so I made this just for you—see the attachment! Cool, huh? Take a peek and please shoot me a reply ASAP. I’ve got others I’m going to offer this to, but I will keep your spot safe for a few more days. Thanks for replying!”

Day 10 What I WILL Have Done w Closed EVERY single lead that has replied to me so far to work with me (get my $$ situation right) w Followed up with all the leads that didn’t reply to me

What I Will NOT Have Done w Gotten scared to sell or close deals, because this is about cashing checks and snapping necks, not about my feelings w Thought my follow-up was too extreme or aggressive. (I remember how obnoxiously aggressive the government was in their follow-up with me when I forgot to pay my tax bill on time or an employee filed unemployment on me.)

Action Steps w Send this follow-up to every single person on the list with this script: “Hey, . It’s Dana. Sorry I didn’t follow up with you. My inbox absolutely exploded with replies to the few I sent a message to yesterday (the same exact one

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I sent to you). I’m already working with three others, but still have that one spot reserved for you… Can you please give me a quick reply to let me know you’re seeing these messages as well as confirm you received the sample I sent over, on me? I know you’re busy and your time is valuable, that’s why I hand-selected YOU to work with. Can’t wait to work with you, but I need to hear back please! Thanks again.”

Day 11 What I WILL Have Done w Closed EVERY single lead w Reached back out to all those I requested a testimonial from to get them to send it to me

What I Will NOT Have Done w Felt like I was bothering people or that this “wasn’t working” because I didn’t get a 100% response rate

Action Steps w Reach back out to every single person on the list that I requested a testimonial from with this script: , It’s Dana again. I’m sorry I didn’t follow up with you, I was sifting through the testimonials I received and noticed you were one of the only names that hadn’t sent me your testimonial! Please send that over—it means the world to me for you to take a few seconds to do that. (See instructions in the last email, reply if you don’t see them.) I sincerely appreciate your help. I hope that this re-

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minder is the last one I have to send in order for you to send that over to me. Thanks for replying with your testimonial!”

Day 12 What I WILL Have Done w Closed EVERY single lead w Followed up with all the leads that didn’t reply to me

What I Will NOT Have Done w Taken my foot off the gas for one second or stopped doing what was working just because it became boring or no longer “sexy” w Allowed anybody or anything else to distract me, including shiny objects, people, debtors, the fact that my neighbor’s van is on fire outside, etc.

Action Steps w Send this follow-up to every single person on the list with this script: , Sorry, I meant to follow up with you sooner…I’ve been swamped with leads wanting to work with me… Here’s what just said about my :

…and here’s what said about it:

…and said:

By now, you can probably see it’s actually more costly to NOT work with me than it is to reply with a quick “Yes.” Shoot me a reply with a “Yes” if you’re in. I’ve got one spot left and it’s yours, but ONLY if you’re serious and reply ASAP.

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Best-case scenario? Everything I said is true and you benefit immensely. Worst-case scenario? Everything I said is false and you ask for your money back, and I give it to you AND let you keep the that I give you. The only way you can lose is to not respond. I know you’re a winner, though. Can’t wait for your reply and to knock this out for you!”

Day 13 What I WILL Have Done w Closed EVERY single lead w Followed up with every single new customer/client to get more work and/or get referrals from them

What I Will NOT Have Done w Been afraid to go back to my customers/clients thinking they hate me, my work sucked, or that they’ll demand their money back (one of the most costly mistakes any entrepreneur makes)

Action Steps w Send this follow-up to every single person who has worked with me: “Hey, ! It’s Dana. I just wanted to take a minute to first tell you how grateful I am to work with you! That’s something I do not take for granted, trust me. With that being said, is there anything else you’re looking for? Got another project in mind? If not, who do you know that could use ? I’ll give you $250 cash for each person you send my way that uses my service.

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Yep, that’s ME paying YOU just for sending folks my way. Just simply reply with some names and emails, and I’ll take it from there. Thanks again for the reply! You’re the best.”

Day 14 What I WILL Have Done w Closed EVERY single lead

What I Will NOT Have Done w Taken my foot off the gas

Action Steps w Repeat steps from Days 8–13 until I’ve won a ClickFunnels 2 Comma Club award. w Looking forward, get prepared to transition out of done-for-you and into more of a coaching/teaching role to get back my time. (Now I’m $$ rich, but time poor…I need to be $$ AND time rich.)

Day 15 What I WILL Have Done w Transitioned my business from trading time for dollars into selling scalable products w Understood that I’ll always make more $$ showing people how to successfully do the thing, as opposed to actually doing the thing for them

What I Will NOT Have Done w Fully abandoned what’s paying the bills or stopped/reduced the quality of fulfilling on existing customers/clients

Action Steps w Gather all the recordings of everything I’ve documented to this point, including building out my Dream 100 list, soliciting tes-

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timonials, building my funnel, drafting outreach and follow-up scripts, etc. w Put everything into the ClickFunnels membership site area (to be sold).

Day 16 What I WILL Have Done w Built out the assets to sell my course/program

What I Will NOT Have Done w Gotten distracted or actively added more customers/clients into my done-for-you service, or I’ll never be able to leave it

Action Steps w Build a sales page in ClickFunnels (using Russell’s proven template) where I’ll sell access to my course/program. w Shoot a video pitching my course/program > toss it onto my sales page. w Get payment processing and everything taken care of inside ClickFunnels account to start taking in passive $$.

Day 17 What I WILL Have Done w Created the best asset for selling that my business will ever have w Understood that selling the thing itself is hard, selling the thing that sells the thing is easy, so I’m going to create my “thing that sells the thing” (TST)

What I Will NOT Have Done w Anything but spent full time and attention on building this asset w Built more than one of the items below…ONLY BUILD ONE, then test

Action Steps w Build out one of the following, depending on how my audience

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consumes information (my TST). – Audio book – Book (using Dana’s template) – Mini webinar – Perfect Webinar (using Russell’s template) – Video series

Day 18 What I WILL Have Done w Gotten my “thing that sells the thing” into the hands of every single human being possible

What I Will NOT Have Done w Been shy about who can see and consume my TST

Action Steps w Hit up every single human being in my network who is a potential lead (including existing customers/clients) to invite them to consume my TST. “Hey, ! It’s Dana. I’m SUPERRRRRRRRRRRR excited to share something with you… I’ve been working on a top-secret project and I JUST finished it. YOU are the first person that came to mind to get a sneak peek at it… Can I send you one of the first copies of my , on me?? You’re seriously one of the only people in the world to get your hands on it… Just simply reply with a yes and I’ll zip it over to you…but please do NOT share this, k? You’re going to absolutely LOOOOVE this!”

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Day 19 What I WILL Have Done w Figured out and descriptively defined WHO my ideal, perfect avatar (customer/client) is for my NEW course/program w Figured out and descriptively defined WHO my ideal, perfect avatar (customer/client) is NOT for my NEW course/program w Defined my “why” and the bigger mission/purpose I’m serving

What I Will NOT Have Done w Gotten lazy with or haphazardly breezed through building out my avatar, why, and Attractive Character w Failed to trust the same exact process that put $$ in our pocket to do it again

Day 20 What I WILL Have Done w Built my Dream 100 list of potential affiliates I will target to promote my NEW course/program (at LEAST 100 entries) w Gotten as much of the data as I possibly could for each entry on my Dream 100

What I Will NOT Have Done w Built my list to fewer than 100 w Gotten lazy or listened to the voice in my head saying that “They’ll never promote my stuff.”

Action Steps w Brainstorm a list of all the products or services (complementary to mine) that my perfect avatar would buy either before or after my course/program…and start searching for those products or services online. Enter them into my Dream 100 list. w Search for LISTS of my ideal customer/client avatar on social media, Google, any association websites, memberships, associations, certifications, etc. Enter them into my Dream 100 list. w Fill in as much data as possible on every single entry of my

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Dream 100 list (e.g., phone number, mailing address, Facebook or LinkedIn links, etc.) w Opt in to ALL their lists, get into their groups, buy their stuff (if possible), and follow them as closely as possible.

Day 21 What I WILL Have Done w Continued to deploy my outreach campaign for my Dream 100 list of clients w Fully understood that I need to stick with this and it’ll pay major, major dividends…but won’t be the most enjoyable task I’ve ever done

What I Will NOT Have Done w Given up or gotten dejected

Action Steps w Craft a script that I’ll send to ALL my Dream 100 who I will target with my service. w Set up my affiliate program in just minutes in Backpack (part of ClickFunnels full suite). w Deploy this script to my Dream 100 list. “Hi, , I absolutely LOVED your !!! Also, I read a little of your story and . Keep reading. My name is Dana and I’ve . I’m the #1 in . I also . Anyway, I’d like to open up the possibility of sharing my course/program (which complements and

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adds value to you, it most certainly does not compete directly) to your audience to make us both more money while, most importantly, adding significant value to your customers/followers by helping them . I hand-picked you and am typing this message from scratch directly to you because I have something that can be VERY valuable to your followers. I’ve created an incredible to and am certain that this would fit perfectly with your and will even make it BETTER for your customers!! Cool, right? You just send some of your tribe over to me, I’ll take good care of them AND write you the check for the referral! We change more lives together. My sells for one payment of $, and I’d be happy to share a portion of that with you. You’ll walk away with nearly $ on EACH sale, WITHOUT lifting a finger. Last thing, I’d love to send over a complimentary for your review so you can see it’s the real deal. I am limiting the number of partnerships, though, so please don’t read this and not reply immediately. Got it? Awesome!! Please feel free to reply directly, or you can also reach me on . Thanks so much for partnering with me! So excited!”

Day 22 What I WILL Have Done w Closed EVERY single lead

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What I Will NOT Have Done w Gotten scared to sell the promotion or close deals because they’re people just like me, so no need to be nervous

Action Steps w Send this follow-up to every single person on the list with this script: “Hey, … It’s Dana. Sorry I didn’t follow up with you. My inbox went crazy with replies to the few who I sent a message to yesterday (the same exact one I sent to you). I’m already working with three others, but still have that one spot reserved for you to get this in the hand of your audience…so they can , too! Can you please give me a quick reply to let me know you’re seeing these messages as well as confirm you received the offer of having a copy of I sent over, on me? I know you’re busy and your time is valuable, that’s why I hand-selected YOU to work with. Can’t wait to work with you and get this in your audience’s hands, but I need to hear back please! Thanks again.”

Day 23 What I WILL Have Done w Closed EVERY single lead

What I Will NOT Have Done w Allowed anybody or anything else to distract me, including the fact that what I’m doing is ACTUALLY WORKING and it feels kind of weird

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Action Steps w Send this follow-up to every single person on the list with the testimonial script I used before.

Day 24 What I WILL Have Done w Closed EVERY single lead w Created my course/program to deliver to those who purchased it (Yep, I sold it before I made it…like the gangster I am.)

What I Will NOT Have Done w Gotten caught up in analysis paralysis or any other BS that stops me from getting this done, because done is the new perfect

Action Steps w Organize every single recording I’ve created to this point that helped me successfully run my service into the ClickFunnels membership program area. w Add in every single asset I used to build my service, including the scripts, Dream 100 build-out, tutorial videos, etc. (I won’t short-change this, but give them EVERYTHING they need to be successful.) w Go through the entire course/program and jot down notes where somebody might get stuck or have questions, and then stop and answer those questions and give them anything else they may be missing. w Stop and ask myself if I’m proud of what I’ve just created…AND tell myself I have full conviction that this will give my buyers results. If I can’t say 100% yes to both, I will go back in and make it better. w Launch and deliver my course/program to my buyers!

Day 25 What I WILL Have Done w Closed EVERY single lead

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What I Will NOT Have Done w Taken my foot off the gas (Yep, it’s worth repeating one last time.)

Action Steps w Repeat steps from Days 21, 22, and 23. w Looking forward, prepare to transition out of working “in” my business (and being such a critical piece for its operation) to working “on” my business to get back my time and allow for maximum growth (and get one of those nice ClickFunnels 8 Figure Club awards).

Day 26 What I WILL Have Done w Given myself permission to NOT have to do every single thing in my business and been okay with delegating tasks to my team members; even if they don’t get them done quite as well as I do, it’s getting done w Added the most critical member of my team to immediately help me offload w Recognized which tasks I should and should not be doing on a daily basis w Visualized what working ON my business will enable me to do as opposed to working IN my business

What I Will NOT Have Done w Gotten caught up in anything that’s distracting; I am laser-focused on growth

Action Steps w Write out a list of ALL the tasks I’m doing in my business, and then segment the list in order of priority (1’s being absolutely critical for my business to continue to operate, 2’s being medium importance, 3’s being less important). w Throw up ads for an assistant to delegate tasks to. w Interview and go with the candidate who fits the personality pro-

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file of a rockstar assistant. w Allow assistant to start taking noncritical tasks (3’s and 2’s) off my plate and provide them with support to do their job very well.

Day 27 What I WILL Have Done w Added the next most critical member of my team to immediately help with revenue growth

What I Will NOT Have Done w Thought or expected that a salesperson could/will outperform me, because they’re not me

Action Steps w Put ALL the templates I’ve used and recordings of me actually selling and closing deals into a nice neat place where my salesperson can access them for training. w Throw up ads for a commission-only salesperson to continue revenue growth. w Interview and go with the candidate who fits the personality profile of a rockstar salesperson. w Allow salesperson to start going after leads and closing deals and provide them with support to do their job very well.

Day 28 What I WILL Have Done w Added the next most critical member of my team to immediately help with revenue growth

What I Will NOT Have Done w Thought or expected that an affiliate manager could/will outperform me, because they’re not me

Action Steps w Put ALL the templates I’ve used and recordings of me actually

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closing Dream 100 joint ventures in a nice neat place where my affiliate manager can access them for training. w Throw up ads for a base-plus-commission affiliate manager to explode revenue growth. w Interview and go with the candidate who fits the personality profile of a rockstar affiliate manager. w Allow affiliate manager to start going after leads and closing deals and provide them with support to do their job very well.

Day 29 What I WILL Have Done w Added the next most critical member of my team to immediately help with business growth and sustainability

What I Will NOT Have Done w Thought or expected that an operator could/will outperform me, because they’re not me

Action Steps w Put ALL the systems and recordings of me actually running my business in a nice neat place where my operator can access them for training. w Throw up ads for an operator to ensure business growth and sustainability. w Interview and go with the candidate who fits the personality profile of a rockstar operator. w Allow operator to start taking care of the day-to-day tasks of the business and overseeing employees and provide them with support to do their job very well.

Day 30 What I WILL Have Done w Reflected and shown gratitude for where I am, where I came from, and where I’m going.

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What I Will NOT Have Done w Gotten complacent or taken my foot off the gas. This day is to be used as motivation to KEEP moving forward and accomplishing the mission I set out on Day 4.

Action Steps w Reflect on the journey that led me to the beginning of this, the past 30 days, and what the future will hold for me. w Show gratitude to these people: – Every single customer/client who helped me get out of the hole that I found myself in – Every single member of my team who has taken me beyond where I imagined possible – Russell, for creating one of the most powerful software platforms in history, which inspires millions to achieve their dreams every single day

Final THoughts You’ve got the roadmap, now use it. You CAN and WILL succeed, as long as you buckle down and do every single thing I told you to. Success is the ONLY result. Enjoy.

RESOURCES w ClickFunnels

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Chapter 6

Start As A Service Provider by Julie Stoian

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Julie Stoian

2CCX Coach, Funnel Builder, and Digital Marketing Strategist Internet Marketing TheDigitalGangsta.com Julie Stoian is a digital marketing consultant and marketing coach, making her mark on the internet through her popular brand Create Your Laptop Life™. Julie has inspired and equipped thousands of up and coming business owners with the skills and strategies they need to create, build, and grow profitable online businesses. Julie started her journey to entrepreneurship as a blogger and writer, garnering the attention of me-

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dia outlets like The New York Times and Washington Post with her no-holds-barred approach to social media. After a rocky divorce and unexpected pregnancy in 2014 that left her needing to build a profitable business quickly, Julie transformed her passion and love for internet marketing into the 7-figure business she has today. In addition to her business, she is also a head coach and funnel builder working with Russell Brunson and ClickFunnels. Julie has been featured on media outlets like Anderson LIVE, BBC World Have Your Say, and Rachel Ray, as well as numerous business and marketing podcasts and blogs such as Content Academy, Boss Moms, GoDaddy Garage Blog, and Funnelhacker Radio.

Day 1 Day 1 of my internet business apocalypse would certainly be a nerve-wracking day. With just a ClickFunnels account and no following, friends, clients, or other social proof, I know that the FASTEST way to getting back on my feet is to find the right customer who will advertise for me (through word-of-mouth referrals). I also know that in the online space, the fastest route to cash is through a tangible deliverable. Since I’m not an e-commerce expert and the margins are slimmer (not to mention I need money for inventory), I will go my favorite route— offering done-for-you services. On Day 1, I only have one goal: figure out who I will serve and what

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result I will get them. For me, the result is easy. I will build them a marketing funnel to help them get leads and sales. The question that takes me a bit longer to answer is “Who will I serve?” I sit down with a sheet of paper and write down all the dream clients I would love to work with and look for the common themes among them. Are they coaches, course creators, influencers, men, women, entrepreneurs, start-ups, established? Once I have that list sorted, I have my who and my result. Everything builds off of there.

Day 2 Today is a fun day. It’s the day I get to figure out my business assets. I’m going to keep it super simple and “Oprah-fy” my business by simply using my name. I decide on Julie Stoian Media, LLC, and I set up my business entity, buy the domain (inside of ClickFunnels), and then use Photoshop to create a quick logo and brand board.

Day 3 On Day 3, my main objective is to get a basic website up. I know I will be using funnels mainly for my business, but since people still think of a website as a sign of online legitimacy, I use ClickFunnels to create a basic site. I set up a home page, about page, contact page, and services page. The services page will double as the entry point into my funnel. I write up some copy and use my logo and brand board to create a simple, clean design. Since photos are important as well, I ask my husband to take a few photos with my phone at dusk, and I spruce them up in Photoshop and use them in my design, so I appear as personable and approachable as possible.

Day 4 When it comes to social media and a service-based business, the platform I will focus on for leads is Facebook. But I will also secure social channel usernames for Twitter, YouTube, LinkedIn, Instagram,

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and Pinterest. Once I have those, I will get to work adding my details, branding, and photos to them all. Lastly, I will set up a simple G Suite account to create a professional email address ([emailprotected]) so I can send marketing emails when the time comes.

Day 5 Even though LinkedIn isn’t my primary real estate online, as an agency looking for businesses to hire me, I will need a properly optimized LinkedIn profile. When people look to see if you’re “legit,” one of the key searches they do is for a LinkedIn profile. I want to be ready! So on this day, I spend time filling out my work history, finding and requesting connections, and publishing one or two long-form cornerstone pieces of content that show off my funnel knowledge on the native LinkedIn platform.

Day 6 Today is a big day, since I will be setting up my first funnel. It’s a business-intensive funnel, and it will be the primary way I create custom proposals for my clients. The funnel starts on the services page. I write a long-form services page that is a hybrid of direct-response copy as well as a bit of bragging about what I can do. The whole goal is to get them to click the Book Strategy Call button. That goes directly to my scheduler (I use Acuity) where I’ll ask a few questions before allowing them to book a call. Next, I’ll set up the back end of the funnel. I know that I will be selling $1,000 business intensives on these calls, so I create an order form and order confirmation form that I can use to collect payment. On the order confirmation form, I set up another schedule type with Acuity, which is the place to book the two-hour intensive call. I create a much longer and more in-depth questionnaire so I can do research on the potential client before the call. Lastly, I go into my email and set up some custom email replies spe-

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cifically for after the discovery call (if they don’t book in the intensive). I save them as canned responses, so I can send them quickly when people aren’t sure if they want to sign up for the intensive with me.

Day 7 With my social, web, and funnel presence all set up exactly one week after I start, I will be ready for my first free traffic activity. Using Facebook, I will deploy an “attraction” marketing strategy that has me entering Facebook Groups full of my ideal clients and responding to questions in a way that is so helpful or controversial that they can’t help but reach out to me on Facebook. I set up a spreadsheet to monitor the groups, to capture the comments I make, and to follow up with leads who reach out via private message (PM). By the end of the day, I expect to have two or three discovery calls booked in for the next day.

Day 8 Today is the day I get money for the first time since I started! I aim to close at least one of the three discovery calls I have, and that means $1,000 in hand for a business intensive. It’s important to get money in hand as fast as possible, not just for the sake of income, but also because of the mental pressure it relieves. This is why I recommend people start service-based businesses at first, because that money comes so quickly. Imagine how many books or low-cost physical products you’d have to sell to get $1,000 in profit? Now that I have an intensive, the rest of the day is spent repeating what I did yesterday (prospecting in groups) and monitoring my key performance indicators so I have more discovery calls booked. I’m also going to buy DotComSecrets and Expert Secrets and study up on my funnel skills before the upcoming intensive.

Day 9 Phase two of my plan begins next. The business intensive is only the first part of my service offering. Once I complete the two-hour in-

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tensive, I will be sending a report to the customer along with a highticket, done-for-you (DFY) custom proposal. I know that these can take time, so today I will set up my report templates. That way, I have the hard work done. This means creating a pricing sheet and a “How I Work” document, plus a slide template to build out the funnel while we’re on the call. From this day forward (and every day), I will repeat what I did on Day 7 so there is always a steady supply of new leads and discovery calls. It takes me about one and a half hours a day, but until I have enough money for ads (or enough client referrals), I will consider this activity my #1 priority…always.

Day 10 By this day, I should have completed my first intensive and hopefully have my first high-ticket proposal out to bid. I might even have more intensives based on my discovery calls (booked by prospecting in FB Groups). Depending on how much time I spend on the phone or in groups, I may have another two or three intensives booked (another $2K–$3K). And if I’ve had at least one intensive and high-ticket proposal sent out (for $10,000 or more), I might even have a deposit and contract in hand for $2,500 or more. With a steady influx of cash, I’m ready to set up my first visibility campaign with Facebook Live and Facebook Ads. I sit down and map out at least 10 topics I can talk about for 5 minutes. I focus on curiosity and value. Then I go on my business page and do my very first Facebook Live. After it’s over, I log in to the Ads Manager and run a $20 boost to interests that have my ideal client.

Day 11 As an agency, I need as much passive income as I can get, since a lot of my work is so time-heavy. I want to get affiliate commission on the software services I recommend. Today’s task is simply to set up myself on as many affiliate programs as I can, so when I start working with

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clients, I get the recurring residual revenue. ClickFunnels has one of the most lucrative affiliate programs out there, so I begin there. I might also sign up for additional affiliate programs like these: w Active Campaign w Acuity w AWeber w ConvertKit w Host providers w Teachable

Day 12 Since I am a funnel-builder mini-agency, as I’m nearing the twoweek mark, I know that I have an increasingly full schedule. I am actively managing… w Attraction marketing on Facebook (5–7 hours a week) w Discovery calls to close intensives (2–3 hours a week) w Intensive meetings (2–6 hours a week) w Fulfillment on DFY client work (15 hours a week) w Business building for myself (8–9 hours a week) This means I have a full-time schedule—and I’m on Day 12. Tell me, what other business model can you do this with? Today’s task is really about getting organized. I need to time block my calendar so I’m getting all of these things done throughout the week, because they are all important ingredients to make the machine run. My plan is to save Fridays for business building. I do nothing else but focus on the processes I need to grow. Monday through Thursday, I allot my mornings for intensives and done-for-you work, and I use the afternoons for prospecting and discovery calls. I do this so I’m sure to save my best brain power for the hardest work first.

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Day 13 On Day 13, I’m ready to start some more varied marketing. I go to ManyChat and set up my first Messenger bot. I am going to attach the bot to my first Facebook Live, as well as all Lives going forward. (My plan is to do one at least three times a week from my idea sheet I did on Day 10.) I plan to create a simple bot sequence that gives the viewers who comment something that’s valuable and free. In order to do this, I need to create that “something free,” so I will look at all the possible pain points I can solve and create a tool, report, or download to offer. Now that I have my something free, I’m going to go into ClickFunnels and create a simple lead-generation funnel to advertise that freebie. I’ll set up an opt-in page with a headline and email fields, and then a thank-you page with a video that invites them to check out my services. With that funnel built, I’ll put the link in ManyChat, and now my bot is ready for my first aggressive paid campaign.

Day 14 Today, I take my best three Facebook Lives and turn them into a Facebook Ad campaign. I use the objective engagement, so that I can get people to comment on the Lives and receive the bot notification with the freebie. Once I’ve finished setting it up for the first time, I will screen-record myself setting it all up as well as write the directions in a Google Doc. This way when it’s time to hire my first VA, I have the standard operating procedure all done, and all I have to do is go live with the topics. Then everything else is taken care of.

Day 15 For the next two weeks, I am only going to add a few new things to my plate, since the system I’ve set up is going to require most of my time. However, I do realize that not all clients are created equal. I can do the same amount of work for two clients, but the return on invest-

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ment on one is infinitely better if they have a large network or a lot of influence, or if they work with a lot of my ideal clients. So I will go back to that list of people I created on Day 1 and begin a strategic infiltration of their world through Russell’s Dream 100 strategy. It requires me to join their groups, buy their products, and send snail mail to them in hopes that I can develop a relationship. I’ll find the top 10 on that list and sign up to their lists and all their free (and maybe paid) products as well.

Day 16 Continuing on yesterday’s task, there’s a lot involved with getting on someone’s radar. Part of this includes tracking down their shipping info to send them a gift. I don’t want it to look like a bribe, but I do want it to get their attention (and not be just a letter). One of the ways to find something they like is to see what they pin on Pinterest or whether they have any public and searchable Amazon wish lists. Once I have some ideas, I’ll package up the gifts and send them out.

Day 17 In anticipation of some happy clients, today I will set up the way I get feedback, testimonials, and case studies. The goal is to make it as easy as possible for a client to give positive feedback. Rather than just asking for a testimonial, I’ll set up an email or a form with a few pointed questions that can be compiled into a testimonial. Another way to get feedback is by asking them if they are up for an interview. Since I don’t have a podcast, I will do the interview via Facebook Live and be sure to promote their business during the interview. It’ll serve as a great case study later.

Day 18 If I’ve been keeping up with all my activities, one of the things that should be happening is I should be collecting leads from my bots/ Lives. I might also be getting people going to my website and filling out the form for the discovery call. It’s probably time to start emailing them!

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Today, I’ll set up a nurture email sequence of five emails where I give my origin story, explain my expertise, showcase any proof or testimonials, and then invite them to a call with a strong call to action. I’ll set it up right in Actionetics on ClickFunnels, so that anyone who opts in automatically gets this sequence.

Day 19 Today, I’m going to set up Trello for my client projects. Nearly three weeks in, I should have some client work now, which means I need an onboarding process. As I build out my agency, how will I track tasks? Due dates? Other people? I’m going to follow James P. Friel’s Trello system and set up a board for each of my clients. Inside the board will be lists with the following titles: w Not Started w In Progress w For Review w Completed w On Hold w Important Info Each task in the project will be a card. Some of the cards will have microtask checklists. This way, I can keep track of all projects that are rolling in.

Day 20 One of the easiest ways to get new clients in an agency is with a referral network. There are two primary sources of referrals: colleagues and clients. In order to incentivize people to drop my name, I first need to give my clients some bonus or perk for referring me. Maybe it’s extra services or a finder’s fee. For this program, I’m going to create a nicely designed PDF doc then email my existing clients and explain that if they refer me, they will get some sort of bonus or finder’s fee.

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Next, I will aim to join between 5 and 20 other freelance and agency Facebook Groups, networks, or masterminds. I know if I start to get to know complementary service providers, I can extend the referral network program to them, offer to white-label my services, and more.

Day 21 I’ve got one more week officially to turn this into a full-time job that replaces my lost income. As a recap, here are the things I’m doing regularly in my business: w Attraction marketing on Facebook w Discovery calls to close intensives w Intensive meetings w Fulfilling DFY client work from high-ticket proposals w Courting my Dream 100 w Regularly asking for testimonials and referrals w Connecting with other freelancers and agency owners w Doing regular FB Lives (and boosting them) At this point, the next two big tasks on my radar are to start hiring a team and to create another lead-generation funnel that I can run ads to. Today, I’ll focus on the team building. My goal is to get as much off my plate as quickly as possible, so I can spend my time building relationships and making sales. So I will draw a “dream” org chart for my agency then figure out where the pain is the worst and hire there first. I’ll write up job descriptions for each role so they are ready to go.

Day 22 As my visibility grows, I want to make sure I’m known for something. Even if I have a full-service agency, there’s usually one primary reason people come to see me. I am going to pick that one thing and design a service-provider webinar or demonstration that I can do live each week to establish myself. I will show off my Facebook Ad knowledge, because most people

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who want ads also need funnel help. Today, I’ll set up a registration page and thank-you page for my webinar/demo and send an email out to my contact list inviting them to attend. I’ll build as much curiosity in the email and the registration page as possible and hint at the fact that for people who attend there will be a special offer that I don’t normally sell.

Day 23 Now that the webinar funnel is up and running, I’ll start some Facebook Ads. My goal is to target the people who’ve been watching my Lives (a custom audience). I’ll upload my email list if it’s large enough, and I will also do interest targeting based on Facebook pages. I’ll run a video registration ad for the next few days to see how many sign-ups I can get.

Day 24 To prepare for the webinar, I need to make an incredibly juicy and irresistible offer. Since I do done-for-you services, I have scarcity built right in, because my time is limited. I want to create an offer that’s easy enough to do an upsell with (like ads and funnels). To create the offer, I’ll make the stack slide on Google Slides and then push people to a simple Wufoo or Google Form to claim their spot for this special deal. It’s in my best interest to get these people on the phone, so I can easily upsell them to more services on the call.

Day 25 Since there are a few more days till the webinar, I’ll go back to the org chart I created on Day 21, go into my network groups, and place a job listing. At this point, I should have enough cash flow from intensives, done-for-you work, and affiliate commissions to easily be making $5K–$10K a month. Based on my budget, I can afford maybe $2,000 a month in extra help, so I’ll look for a virtual assistant or funnel builder who can reduce the tasks I’m doing day-to-day that are below my pay grade.

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Day 26 Since I used to be an SEO (search engine optimization) person, I know that optimizing my business for search engines is still a good idea, even though I’m not a hardcore blogger. On this day, I’ll set up a basic WordPress blog on a subdomain and style it so it matches my site. The goal is to put at least three pieces of long-form SEO-optimized content that will help people find me when they are searching online. Going forward, I will begin blogging approximately once a week. One of the easiest ways to do this is to simply repurpose my Facebook Lives into keyword-optimized blog posts. I can also make simple YouTube tutorials and turn those into blog posts as well.

Day 27 The Dream 100 strategy that began on Day 16 needs some follow-up. Today, I’ll follow up with any leads or conversations with my Dream 100 after receiving my packages. If I want to work with an influencer’s audience, I’ll come up with a special offer that is ONLY for their tribe and give a kickback referral fee to the influencer. If I want to work with the influencer directly, I’ll pitch a sample project idea that doesn’t interfere with what they’re currently working on. I’ll offer to do it for free and show them how I can create a new revenue stream out of thin air without them having to do any of the work.

Day 28 Today’s the day of the service-provider webinar. My plan is to show off just how much I know and to ignite their imagination about what’s possible if they work with me. Since I’m not selling knowledge but time, I can be more liberal in my demonstration. At the end of the webinar, I will pitch my special offer and give people 48 hours to reserve a spot through my form. Once the webinar is finished, I’ll send out a replay to my list and non-attendees and remind them of the special offer as well.

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Day 29 I’m nearing the end of my 30 days and feeling quite proud that I’ve created a full-time income in less than a month. I figure it might make a good story, so I create a pitch and go looking on major media sites and podcasts to see if anyone is interested in it. The goal is to seed the idea for a course or book down the road on “How To Create A Five-Figure Funnel-Building Agency In The Next 30 Days.”

Day 30 Not gonna lie, this 30-day blueprint is exhausting and grinding. Today, I rest. I look back at all the things I’ve set in motion—the momentum—and hopefully the fat stacks of cash I have started to accumulate. From here, I’ll continue to grow my agency, leverage the relationships I’ve built, and work to position myself as an influencer and expert in fast-growing agency models.

RESOURCES w Active Campaign (ontraport.com)

w DotComSecrets by Russell Brunson

w Actionetics (clickfunnels.com/ actionetics) w Acuity (acuityscheduling.com) w AWeber (aweber.com)

w Expert Secrets by Russell Brunson

w ConvertKit (convertkit.com)

w Google Slides w G Suite (gsuite.

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w Facebook Ads Manager w Facebook Live w Google Docs w Google Forms

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google.com) w ManyChat (manychat.com) w Messenger bots w Photoshop (photoshop.com)

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w Teachable (teachable.com) w Trello (trello.com) w WordPress (wordpress.org) w Wufoo (wufoo.com)

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Chapter 7

MId-Range Info-PRoduct Launch by Stephen Larsen

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Stephen Larsen

Funnel Builder Funnel Building / MLM SteveJLarsen.com For two years, Steve Larsen was the Lead Funnel Builder at ClickFunnels for Russell Brunson, and put over 500 under his belt (but honestly, lost track a year ago). His podcast, Sales Funnel Radio, was created to share best practices, teach the finer points of marketing and “funnelology”, and frankly just lets him nerd out as long as others keep listening. Long walks on the beach aren’t his thing, but he loves slappin’ five.

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How I’d Restart In 30 Days If I Lost Everything Because my situation is so dire in this example, it’s also extremely followable and talkable. I’m going to use that to my advantage. Rather than keep my current state quiet, I’d get loud about it. Anything I do from this moment on will be documented in detail over a daily podcast, plus Instagram and a new Facebook Group, for others to follow. Each day will have both a business-building aspect and a publishing aspect. I can start one with a free RSS (rich site summary) feed into iTunes at Auphonic. I’d go directly into selling mid-priced info products to those seeking wealth. I like how simple the pitch is and how it more easily lets me sell to those who have money.

Day 1 This first day would be a lot of research. Before doing anything else, I’d go look at the top “make money” podcasts and list out the biggest and most frequent publishers. I wanna know what products podcasters have been talking about and promoting recently. I also wanna see what products these podcasters are using their ad money to promote. I’d type those product names from the podcasters into Google, YouTube, and Facebook, and click on the ads that show up. The keywords “how to make money” are obviously a huge red ocean. I wanna see what others are buying and what communities already exist. Day 1 is successful when I’ve found several info products about making money that are also being talked about by influential podcasters, have ad money behind them, and have active internet communities. Tomorrow, I start podcasting.

Day 2 Beyond selling a cool product, I need to sell a cool idea. Today, I’d look for the biggest complaints on the existing info products I found. I wanna find the ideas that sold the product and look for a big one I don’t agree with at all, almost on a moral level. This idea will let me throw rocks at the red ocean and not a person. People can

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rally with that, regardless of the product. Then, I’d write and create a podcast intro and outro that include my rally for the red ocean to change. My intro would briefly tell everyone my personal intense situation and that they should follow to watch my next moves, and then I take steps away from the red ocean. My outro would invite them to my free Facebook Group. In Today’s Episode: The first four episodes are just the story portion of a webinar but dripped out over four episodes. So today I’d publish my origin story.

Day 3 My morning would be spent listing the A-, B-, and C-level influencers and podcasters in the red ocean. I’d reach out for video interviews that would be turned into podcasts. I’d try to get at least seven. In Today’s Episode: Before publishing, I’d read forums and Facebook Groups in the red ocean. I wanna find another main belief they have about what it takes to be successful that I don’t agree with. I’d use the Epiphany Bridge Script to write, record, and publish a story to break and rebuild that major false belief.

Day 4 Today, I’d interview three red-ocean experts on video. (It’s fine if they’re C-level influencers.) The prompts would be: “What are the three biggest pitfalls a new person needs to watch out for in order to get wealth?” and “What’s the single greatest thing a new person could do to speed up their success toward wealth?” These would be combined to use as my podcast freebie download. In Today’s Episode: I’d use the Epiphany Bridge Script to write, record, and publish a story to break and rebuild their second major false belief in the red ocean.

Day 5 Today I’d reteach, in three videos, what I learned from yesterday’s interviews. I’ll use these later. I’d make a fourth video as a call to ac-

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tion (CTA) to join me on a free webclass, using the Who, What, Why, How Script. These videos will be used later. In Today’s Episode: I’d use the Epiphany Bridge Script to write, record, and publish a story to break and rebuild their third major false belief.

Day 6 Today’s task is to create a publishing funnel by using one of the free opt-in templates on ClickFunnels. When visitors opt in on the first page, they get the videos of the three expert interviews I did. It’d be called “The Hidden Pitfalls Of Wealth Creation.” Now I can start list building. The next three days, they’ll get three more videos from me, reteaching in more depth what I learned from the experts. The fourth video will invite them to my free webclass (but the page isn’t built yet). In Today’s Episode: My episode would thank everyone for listening and invite them to get my free course on avoiding hidden pitfalls. I’d be sure to make a specific outro for this to push them to the funnel.

Day 7 I’d rest and reflect today. Smile. Serve. Meditate. Envision my goal as if it had already happened.

Day 8 Today is about more data. I’d spend the day asking forums and internet communities what they’re struggling with on their journey to wealth. The goal is to just get clearer on where people aren’t being served. I use the last half of the day asking gurus and sellers, “How challenging is it to do what you do? Why?” I doubt many will answer, but the ones who do will give me an idea of where other sellers fail in their fulfillment. I’ll use this later in my sales message and offer, and this information will also let me know what testimonials I should find. In Today’s Episode: I’d share several stories of rags to riches, including my own and how I lost it all. The CTA for this episode is all about

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asking people what they’re fed up with in their pursuit of wealth. I’d send them to a Google Form to collect their answers.

Day 9 Today, I wanna get to know a few more of the aggressive, critical, and more loud-mouthed consumers in the red ocean. Looking through Facebook Groups and red-ocean-product communities, I wanna find a few people I can get to know and see if I can help them. My aim is to give them value and eventually results—for free, if I have to. I’ll ask them to jump on a call with me. If that doesn’t work, I’ll keep asking more. I only need a few. In Today’s Episode: I’ll interview a red-ocean influencer about common pitfalls and ask them to share the interview with their audience.

Day 10 Today will be all about getting results for consumers in the red ocean. It’s highly likely I won’t have the expertise they require. I’m looking for something I can latch on to or outsource in order to get results for the red ocean. As I try to help people one-on-one, I’ll document the process that helps most. If a pattern appears, it’ll become a checklist for the future product. From this, I know where my new course can be prolific. I’ll try to do it with at least 10 people. My goal is to find a “purple ocean” that isn’t too blue with risk or red with saturated competition. These one-onone interview sessions are critical in finding red-ocean voids. In Today’s Episode: I’ll publish a few interviews with those who I was successfully able to help.

Day 11 It’s time to start building pressure for the launch. Today, I’ll put together a waiting list page for people to opt in for the future product’s early-bird access and pricing. The page will list benefits and outcomes, since I only have a rough draft of the actual offer at this point. The page will have testimonials of the people I’ve been able to help in person, on a forum/community, or other.

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In Today’s Episode: I’ll tell backstories of red-ocean consumers I’ve met. There will be a new outro pushing people to the waiting list page.

Day 12 I want to start creating more relationships with existing red-ocean communities and their gurus, for future joint venture (JV) opportunities. Today, I’ll Facebook Live into several communities and do nothing but help and teach based on what I’ve learned. It’ll be some of my best stuff. I’ll refer those who reach out to me to my podcast freebie to get them indoctrinated. In Today’s Episode: Interview with a red-ocean guru, preferably from the Facebook communities I just added value to.

Day 13 Revisit my rough draft of the offer and make adjustments to the plan based on red-ocean community needs. Then I’d go back to another community, answer more questions, and do more Facebook Lives, simply teaching. I’m trying to get known as a value adder. In Today’s Episode: Interview with a red-ocean guru, preferably from the Facebook communities I just added value to.

Day 14 I’d rest and reflect today. Smile. Serve. Meditate. Envision my goal as if it had already happened.

Day 15 Today, I’d write my headlines and promise for my webinar. Then I’d go back to another community, answer more questions, and do more Facebook Lives, simply teaching. Again, I’m trying to get known as a value adder. The other thing I want to do today is list out all the most common price points people are used to seeing and paying. Now I can charge just a little more and be seen as a premium course. In Today’s Episode: Interview with a red-ocean guru, preferably from the Facebook communities I just added value to.

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Day 16 Time to start preparing for the webinar itself. I’d build just my webinar registration process today. Because I have no cash in this scenario, I’d just go live on YouTube at the time of the webinar and embed the live feed on a ClickFunnels page that they can watch. I can use the app tawk.to (or similar) for live chat with those watching. I’ll also build a registration page and thank-you page and add people to a list. I’d return to all the places I’ve been adding value— plus my own list from my podcast opt-ins, Facebook Group, and Instagram—and begin promoting my free webclass. In Today’s Episode: Talk about the exciting new webclass that’s coming up and tell people to go register. Plus, they’ll get a free ClickFunnels funnel to attract leads for their big wealth-making deals. It’s my affiliate link, of course.

Day 17 It’s time to get the webinar script and slides done. Use the Perfect Webinar Script. It’s a full-day activity. I’d certainly practice it. Promote the webinar registration page with email, Facebook Live, and Instagram again. In Today’s Episode: Interview with a red-ocean guru (ask them to JV after the interview). Make mention of the new course coming out.

Day 18 Create the order and confirmation pages. Get video testimonials to put on the order page from a few people who I’ve helped in the past. Also, I’d build an affiliate program and contest. I need to invite those I’ve interviewed to do a JV with me for a 50/50 split when I launch. Promote the upcoming webinar to outlets again. In Today’s Episode: Interview with a red-ocean guru. Mention the new course coming out.

Day 19 The webinar is soon, so today I’ll create the members area where the course will be built. I’ll look at the previous topics I found the red

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ocean struggling with and make the top six topics the titles of my six course modules. It’s key that I ask what they’re struggling with under each module. A simple Google Form is enough to collect their responses. Now I can customize each module. It’s part of my pitch that the course isn’t done. “Can I go over a special offer I made for you? Now, to be clear, the course is not done. Module One is launching in two weeks, which means you get earlybird pricing today…” This lets me prove that the idea works, and I get paid for it without wasting time making something that doesn’t sell. I’d be sure to place the schedule of when each module launches on the first page of the members area. Promote the registration page like crazy through all channels. In Today’s Episode: Talk about a few of the super prolific product topic ideas. Talk about JVs who’ve agreed to promote.

Day 20 IT’S WEBINAR DAY and a busy one! Time to let all that pressure I’ve built up hit my live broadcast page. It’s best to deliver the script while standing up (matters a lot)! Then I’ll create the replay page. Honestly, I’d give someone who has Funnel Scripts my product for free if they let me log in to their account to write the webinar follow-up sequence and cart-close sequence. It’s important to share numbers with potential JVs. I’d use the opportunity to schedule webinars with their audience next week. In Today’s Episode: Publish a few of my numbers on an episode and talk about a few of the people who bought. Invite the listeners to register for the next free webclass opening.

Day 21 I’d rest and reflect today. Smile. Serve. Meditate. Envision my goal as if it had already happened.

Day 22 This whole week would be used to create the product as fast as I

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could with the personal expectation that it’s “broken” and I get to continue to improve it. My offer would include a live group Q&A session each week, so I can start to see what else needs to be created and where the holes in the product are. I’d pull my phone or computer camera up and use buyer responses to create Module One. I’d also keep one JV webinar spot open today. Today, the cart closes at midnight for the people who didn’t buy the offer yet. In Today’s Episode: Bring in a very happy student/buyer who visually appears to be sold on the importance of the product and has personally been bitten by the red ocean.

Day 23 More filming today. I’d pull my phone or computer camera up and use buyer responses to create Module Two. I’d also keep one JV webinar spot open today for someone I previously interviewed. The film editing would be simple. In Today’s Episode: Bring in a very happy student/buyer who visually appears to be sold on the importance of the product and has personally been bitten by the red ocean.

Day 24 I’d pull my phone or computer camera up and use buyer responses to create Module Three. Again, keep one JV webinar spot open today. Today, I also want to reach out to people who saw the webinar but didn’t buy. I want to know their reasoning. It’s some of the most valuable info for my script editing. In Today’s Episode: I’ll very briefly talk about the last three modules I just filmed and the major red-ocean problems they help to solve. Then, I’ll tell everyone to go register for the next webclass because it’s opening again soon.

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Day 25 I’d pull my phone or computer camera up and use buyer responses to create Module Four. I’d go to my attached Facebook Group that came with the offer and find one of the hyper buyers to go through and create bullet-point lists of the modules. I’ll have those printed and sent to the future buyers. I’d use some money from previous sales for red-ocean gurus on Instagram to do some mentions and shout-outs. In Today’s Episode: I’d talk about the affiliate program and the upcoming affiliate contest to win a free ticket to our $5K two-day workshop (coming soon).

Day 26 I’d pull my phone or computer camera up and use buyer responses to create Module Five. It’s time to make adjustments to the webinar script, headlines, stories, and offer before the next live webclass. I’d look at feedback and rewrite whatever is needed. In Today’s Episode: I’ll talk about the adjustments I made, how I’m personally feeling about how everything is going, and where the product will keep helping to SAVE people from the nasty red ocean in the future.

Day 27 IT’S WEBINAR DAY! STAND AND DELIVER! After the webinar is over, I’d do another live Q&A for all those who didn’t buy. In Today’s Episode: Another passionate student/customer interview.

Day 28 I’d rest and reflect today. Smile. Serve. Meditate. Envision my goal as if it had already happened.

Day 29 I’d pull my phone or computer camera up and use buyer responses to create Module Six. It’s time to reach out to red-ocean relationships

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again and ask if they’d like to speak at a workshop. In Today’s Episode: Talk about my personal journey in industry. Get vulnerable. Talk about how knowledge and execution are the only things that matter (pre-framing for future workshop).

Day 30 Download a free event funnel template from ClickFunnels. Email the list, message the Facebook Group, go live wherever appropriate, and sell a limited $5K two-day workshop. In Today’s Episode: Announce the upcoming workshop for those who want even more of a personal experience. I’d make them apply to attend though. It’s not open enrollment.

Final THoughts Funny enough, even in a situation of poverty, a lack of opportunity is never the issue. The issues start when the entrepreneur doesn’t learn to say no. I’ve never met a successful person who didn’t go through a period of sickening obsession over ONE idea for a period of time. I think it’s key to give yourself an emotional license to suck at “normal” life things so that you can obsess. Also, my strategy places a heavy emphasis on publishing, because whoever controls content controls ideas and belief. Plus, it lets me build a list and is a kind of barter I can use when talking to other influencers. I don’t ever wanna spend time actually creating everything in my offer without knowing how well it sells first. So I test parts of the offer and ideas on my podcast. Last, I learned from Joe Polish that there’s no relationship between being good and getting paid, but there’s a huge relationship between being good at marketing and getting paid. With that in mind, there’s no higher-leverage skill a marketer can devote time to than that of storytelling. You’ll learn how to affect the very blueprint that your

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customers use to see the world. It’s a superpower. BOOM!

RESOURCES w Auphonic (auphonic.com)

w Google Forms w tawk.to

w Facebook Live

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Chapter 8

3 Weeks to Webinar Launch by Stacey and Paul Martino

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Stacey and Paul Martino

Founders of RelationshipDevelopment.org Relationships RelationshipBreakthroughSecrets.com Stacey and Paul Martino have proven that it only takes ONE partner to transform a relationship… ANY relationship! The Martino’s are on a mission to empower people to get the Unshakable Love and Unleashed Passion they want in their relationship… even if their partner REFUSES to change! Stacey and Paul, are the founders of RelationshipDevelopment.

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org and creators of RelationshipU®. Through their revolutionary Relationship Development® methodology, they are changing the way relationship is done! Today, through their strategic coaching, online programs and sold-out live events, Stacey and Paul have helped save thousands of marriages around the world (by working with only one spouse). Trained and certified by Tony Robbins, Stacey is a certified marriage educator, divorce preventionist and strategic interventionist. As a six-time best-selling author, Stacey is a sought-after relationship expert, and is the Relationship Expert for Aspire Magazine.

My family was staring at me from across the kitchen table. Maybe Paul and I waited too long before we told them what was really going on. Their faces were serious. They were concerned, and rightly so. “How much do you have left?” my sister asked. “Thirteen hundred in cash,” Paul said. “And we have about sixty days before they start foreclosure on this house.” We had lost everything. With two babies sleeping in their beds upstairs, we sat around the kitchen table with our siblings, cards on the table, and asked for their help in making a good decision about what to do next. During the recession of 2008, all of our corporate consulting contracts got frozen at once. Those were tough years for many businesses, people, and even governments. Paul and I had been trying RELENTLESSLY for two years to save our technology businesses and recover our finances. But with no market-

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ing skills and just guessing, our consulting business ended up going under. We had already had our real estate investment property go into foreclosure—now we were fighting for our home. The only home our two babies had ever known. Paul and I felt like we were under a dark cloud when it came to money. After two years of zero progress and zero dollars coming in, our state and our mindset were BROKEN. Thank God for all our years of personal development. At least we knew enough to REACH OUT to trusted people for counsel on making a good decision about our next step. That was the day our financial recovery began. Paul and I both took corporate jobs and started to rebuild our financial house. It took us two long years of saving here and there to try to get even $10,000 in the bank as a safety net. Here’s what I want you to learn from our lesson. When you are at a panic point in life, who you surround yourself with MATTERS. The mindset, expertise, and experience of the people you CONSULT is going to MASSIVELY impact the results you are going to get. Back then, Paul and I had ZERO marketing skills. But our siblings believed in us 1,000%. That said, notice what decision they helped us to make: get jobs. Because that was their mindset and that’s what they knew. By the way, thank God for them and their support at that time. There are NO mistakes in life. If we hadn’t taken those jobs or if we had found a way to revive our IT consulting business, then Relationship Development would never have been born. Back then, Paul and I took the LONG way. This is why when Russell approached us about this project, Paul and I were a BIG FAT YES. To write this chapter for you, Paul and I sat down together and answered THIS QUESTION…

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If the Paul and Stacey Martino of today, with all the marketing expertise we know today and ClickFunnels, could go back in time to 2010 and be the ones to sit down at the kitchen table with the Paul and Stacey of that year, what would we coach OURSELVES to do? WOW!!! That’s wild, isn’t it? Knowing everything we know right now, after saving over 10,000 marriages with our proven solution, doing multiple seven figures in annual revenue by helping people heal their families and create their unshakable love and unleashed passion… If we were to go back in time and sit down with OURSELVES, with our two beautiful babies sleeping upstairs, this is EXACTLY what we would tell US to do, day by day, week by week, for the first 30 days, to GUARANTEE financial freedom and a life by design! Although the voice you will hear in the writing of this chapter is mine, please know that Paul and I crafted this entire plan together, to serve you. What we are laying out on the pages that follow is THE EXACT PATH we would have chosen! Without a doubt, what you are about to read can and will change your life…if you implement it. Maybe you are already financially safe and simply want a proven system to get you where you want to go. If so, this will serve as a tremendous shortcut on your path. However, if you are living in your own “kitchen table moment,” we hope that we can be the trusted counsel you can turn to. And we deeply hope that sharing our story with you serves you and helps you to truly create your life by design with this powerful proven system. Let’s do this!

Day 1 “For every action, there is an equal and opposite reaction.” — Newton’s Third Law of Motion

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“Garbage in, garbage out.” — Unknown “That which you think, in any moment, attracts unto itself other thoughts that are like it.” — Abraham (Law of Attraction) However you want to look at it, whether strategic or spiritual, your beliefs and your energy that go into your ACTIONS will determine the results you get from those actions. If you are in a crap state and you take an action (even the right action), your energy is going into that work. The receivers of your “work” will feel your energy (whether you choose to believe it or not) and will respond in kind. Magic does not happen from the crap zone. So Day 1 is all about getting into state.

Step One: Write my List of WHO I Am! I am love, compassion, grace, sunshine, fun, commitment, resourcefulness, intelligence, tenacity, speed, insight, and generosity! I write this list down on an index card. I’ll read it every morning when I wake up and every evening before I sleep.

Step Two: Crush the False Beliefs. Now it’s time to crush those false beliefs! The “drunk monkey brain” fear talk that tries to take over when I am in a tough place. I gotta crush it, baby. So I will write down each false belief (the nasty chatter in my head that creates resistance) and then CRUSH it by proving it wrong. Examples of affirmations that came out of crushing my false beliefs: w My net worth does NOT equal my self-worth. w Money is just a VEHICLE to what I want and no more. w If MONEY can solve my problems, I don’t have real problems. w The ONLY thing that matters in this lifetime is Paul and the kids!

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So I will write my affirmations down on the back of that index card and read them morning and night.

Step Three: Focus on the MOST Important Thing. When times would get stressful, Paul would say to me, “Remember, Stacey, I don’t care if it’s just me, you, and the kids in a cardboard box—as long as we are together, I have everything I need.” As we went through our financial crisis, I noticed something unexpected—we were happy. Every day, Paul and I thanked God that we did the work to create our unshakable love and unleashed passion when we did. Because when this financial crisis found us, we were in fact UNSHAKABLE together. While other couples were blaming each other and unraveling at the seams, Paul and I were stronger together than ever. All the work that we had done to become UNSHAKABLE allowed us to face our financial crisis TOGETHER as a rock-solid TEAM! And with the TWO of us facing a challenge TOGETHER, there wasn’t anything we couldn’t do! Every day, while we struggled to pull the money together, we still got to be HAPPY. We still got to be desperately in LOVE with each other. We still got to LAUGH with each other. And we discovered something awesome…SEX IS FREE! Every day, we FOCUSED on how much we LOVED each other and how we were UNSHAKABLE together. Every day, we FOCUSED on the UNLEASHED PASSION we got to live in. Every day, we focused on the LOVE that we have for our children and how lucky we were to be their parents. Their smiles, their playfulness, and their snuggles. A lack of money couldn’t take ANY of those things away from us. Every day, we would FOCUS on our unshakable love and unleashed passion over and over until we were VIBRATING with the energy of gratitude and limitless love. That’s the energy we would bring into our day and our work.

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Decide what that is for you. What is THE MOST important thing in your universe that money cannot ever take from you, that you can focus on and be grateful for until you are VIBRATING with that energy of abundance? Write it down. Incant it out loud, over and over, until you are vibrating with that energy! Do it every day, before you begin your day and your work!

Day 2: Celebration: Breaking Through My Panic Point For the last two decades, Paul and I have studied with the greatest experts in the world in personal development, human behavior, entrepreneurship, success, and fulfillment. About four years ago, Paul noticed that when people would come to us for help in making the right decision, we kept repeating some of the same principles over and over again. Then he started to look back at some of our best decisions and recognized that there was a repeatable pattern starting to emerge. He came to me and said, “What if we could take our ability to make outstanding decisions every time without fail and put it into a repeatable process that anyone could plug in and use for themselves? We could build a tool that people could use to trust themselves to make great decisions in any situation!” We spent about a YEAR mapping it out and simplifying it into a repeatable tool that anyone could use. Then we started testing it with our clients, each time revising and simplifying it to get predictable, outstanding results. After helping a few hundred people through our process, we were ready to teach our 5-Step Decision Making Model. We taught the entire model at our Relationship Breakthrough Retreat (a three-day live immersion event), and people went NUTS for it. We’ve taught it at that event every year since then! One of the KEY pieces in that system is… “The solution to every problem you currently have is

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sitting OUTSIDE your current comfort zone, or, by definition, it wouldn’t be a problem for you right now.” — Keith J. Cunningham As I approach the EDGE of my comfort zone, on my way to the solution, I will inevitably hit a panic point. This is where everything breaks down and goes to crap. This is where most people GIVE UP. What happens next separates the ones who will succeed from the ones who will not. When I find myself in a panic point, I must remember that the solution I need to BREAK THROUGH is The Mentor and The Tribe. Unfortunately, most people in a panic point try to figure out what to do themselves. They fail, of course, because what they already know is, by definition, NOT ever going to be the solution to what they need to do next. When people just do what THEY know, they fail and RETREAT. What do the ones who break through do differently? They seek out The Mentor and The Tribe solution. When I am looking at my goal and I know that it is outside my current comfort zone and I need to break through, I must find a MENTOR who (a) already navigated to that goal successfully for themselves, (b) has a proven process for taking other people to that outcome successfully, and (c) has many success stories of others they helped to get the SAME goal that I want to achieve. Bonus criteria: (d) make sure the mentor is seven or eight levels beyond the next-level goal I have for myself, so that when I achieve that goal and want to go to my next level, my new “problems” won’t scare the crap out of them because they already solved those, too. And now for The Tribe—people who BREAK THROUGH to new levels, surround themselves with a tribe of people who are on the same journey, going to the same goal or beyond. These are the people who will catch me when I stumble and celebrate me when I am victorious. I MUST surround myself with The Mentor who has the solutions and The Tribe that will support me.

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With that two-part solution, I can break through a panic point. So what does that mean for Paul and me? Mentor: Our mentor is Russell Brunson. Tribe: Our tribe is the group of friends in the ClickFunnels community that we have built over the years. So I’m going to pull out everything I have from all of Russell’s training and dive in. I’m ONLY going to follow his proven process, and I’m going to follow it EXACTLY as he says. Tribe: Instead of going into hiding during my time of struggle or rebuilding, I’m going to bring my tribe CLOSER to me. I’m going to reach out to them EVERY DAY. I’m going to share, serve, and be transparent. I’m also going to get an accountability buddy who wants to create something BIG within 30 days, so we can hold each other accountable every day. Every day, we are going to text each other with the three things we commit to do that day to move ourselves forward. Now we’ve got a proven strategy (The Mentor) and my peeps (The Tribe). We are ready!

Day 3: Set Myself Up for Success “If you talk about it, it’s a dream, if you envision it, it’s possible, but if you schedule it, it’s real.” – Tony Robbins After two decades of personal development, we can tell you for sure that people who achieve what they want make a huge impact, live their lives by design, and got where they are by living intentionally. That includes having systems and processes to set themselves up for success every day. Not some of the days—every day. You don’t accidentally achieve greatness! People who set a goal and then HOPE they hit it are going to strug-

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gle unnecessarily. There are two ways to live your life—by default or by design. A life by design is where you are intentionally designing your days to live on purpose, with a purpose, for a purpose. Living authentically and living the life that is right FOR YOU. Most people live a life by default. They are living the life they ended up in, living in reaction to everything that’s going on around them, trying to do what they think they SHOULD do, and ending up miserable. Part of living a life by design is strategically designing your DAY to create the results you said you want! The first and most important part of that is to design and implement your morning routine. Tony Robbins once asked me, “Of all the tools and strategies you’ve used to create so much success in every area of your life, what’s the ONE tool that you would say is the MOST impactful?” No question—my answer was, “My morning routine. Getting up and DESIGNING my day, every day. There is NOTHING more important than that. I don’t have any days that aren’t worth designing.” So what morning routine will I implement and commit to doing every day?

Morning Routine For the first five things, I borrow techniques from a video by Tony Robbins on YouTube. w Priming (breath work) w Heart meditation w Gratitude flood w Visualization of three outcomes w Raise my vibration w Prayer w 10 thank-you statements in my journal w Walk and consume growth content (Monday–Friday only) This process takes me about 30 minutes before the walk. I also have

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a 10-minute version that I can do on days when I need to condense it. But I make sure that I do the full version 90% of the time.

Beyond the Morning There are two more strategies I want to implement the rest of my days. STRATEGY ONE: DON’T PEE ON THE BREAD! Imagine for a moment that you were poor, homeless, alone, and had NO food. Can you imagine it? See yourself in dirty clothes, sitting on a bench on the street and feeling hungry. Can you feel it? Now imagine that a good person came by and gave you a loaf of bread. An entire loaf! You realize that you haven’t eaten in three days. WOW! You know you could actually make this last at least a few days if you just have a couple of pieces a day. It feels like a gift from GOD. Can you feel the RELIEF? Can you feel the GRACE? Can you feel how LUCKY and GRATEFUL you feel? Feel it for a moment. Feel yourself smile! Feel your eyes light up! Feel your soul feel lighter! Can you feel it? Let me ask you a question. Instead of eating it, would you drop your pants and PEE on that bread?? Yes, you read that right. Would you PEE (urinate) all over that bread? Yes? No? What’s your answer? Okay, I know. NO, you would not. Correct? Then why is it that when we are STRESSED and in PAIN over our business, our money, and everything related to work, we tend to bring all our negative energy and emotion to our spouses and our kids? They are our BREAD when we are hungry.

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They are our LOVE, they are our JOY, they are our SOUL, they are our EVERYTHING. And yet, we PEE ALL OVER the bread when we bring all our money and work stress into our family time! I will remember in this journey that any negative energy related to money, work, and business must stay at work! w Step One: Compartmentalize my time. Even in this most dire of times, I will only work 10 hours per day and 6 days per week. And when I am not in one of those work hours, I’ll compartmentalize my energy, emotion, and focus. w Step Two: Transition Ritual. Before I transition from a “work hour” to a “family hour,” I’ll create a transition ritual. Something I can do that allows me to leave all my work energy, thoughts, emotions, and actions AT WORK. Close the lid on that box. Shake off the energy of that. And transition to the version of myself that I want to be for my family. They are my BREAD when I’m hungry. I won’t waste them by peeing all over them (bringing all that negativity or work into my family time). I will write this ritual down. STRATEGY TWO: GIVE. No matter what is going on in my world, there is always SOMEONE who is suffering more than I am. I am bankrupt? There is someone who will find out today that their spouse wants a divorce. I found out my spouse wants a divorce? There’s a mother burying her child today. I am burying my child today? There’s a father who can’t find his child today. I will remember there are WORSE problems in the world. Get out of my own pity party about how bad I have it and get into a place of GIVING. Make a commitment every day to GIVE to someone. A true gift,

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with no strings attached. I committed to help someone with their love relationship every single day, without any thought of getting paid for it and with no strings attached. I simply committed to make ONE family better every single day as my way of GIVING to life! There has been a lot already and it’s only Day 3. The how-to’s are plentiful and the easiest part to implement.

Day 4: The Who and The What On this day, we will decide who we will help and what we will do for them. Who is that person we want to be a hero for? Who is that group of people we are really passionate about? It’s SUPER important to be crystal clear about this and get this RIGHT before we move on. I’ve got a lot of friends who have eventually closed down multiple six- and seven-figure businesses because they “hated” their audience. We must be intentional about who we are going to serve. Because when times get tough, we are going to break through our challenges FOR THEM. They will be our inspiration to get past the speed bumps and challenges that lie ahead on our journey. Our WHO is married entrepreneurs with kids. Paul and I wake up every morning to be heroes to the moms and dads who want to have unshakable love and unleashed passion so they can give their kids, spouses, and themselves the lives they deserve. We’ll get as specific as we can about our avatar and write it down. WHAT result are we going to deliver for them? What is it that we do for people? What outcome can we help them create? What problem can we solve for them? We won’t underestimate what we can do for others. What seems second nature to us is actually our unique brilliance. We won’t fall into that false belief that “Everyone can do what we can do, right?” WRONG. We have unique brilliances that are just ours. If we don’t yet know what we can do for these people, we can go on

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Facebook and find groups where our people hang out. Start reading their posts and comments. What are they asking for that we KNOW we can solve? We help real people to (1) save their marriages, (2) bring passion back to passionless relationships, (3) create harmonious co-parenting relationships as they divorce, and (4) find the right relationships for them (5) to divorce-proof great marriages. That is what we do. Those five things. All day, every day.

Day 5: Content Day On Day 5, it’s time to start getting some content up on a blog and my Facebook profile. This will be important soon because as we start driving traffic, people are going to want to check us out and see what we stand for, so we want some pillars of content on our blog for them to find. We’ll create a simple blog and write a few pillar content pieces that we can post there. A pillar content piece is like us getting on our soapbox and saying what needs to be said for the people we are champions for! With our avatar, what do they need to hear most? What are they going through that we can vocalize for them? What do they need to know in order to have HOPE again? What can we teach them to start giving them some relief from their problems? Here is a list of my 5 Pillar Pieces of Content for my blog: w The Four Steps To Creating A Rock-Solid Alignment With Your Partner, Even If You Guys Can’t Agree On Anything! w How To Reignite The Passion In Your Relationship (No Matter How Long It’s Been, How Tired You Are, Or How Busy You Are) w Five Things You Are Doing Right Now That Are Killing Your Relationship And How To STOP Them w The Day My Husband Walked Out On Me: How I Single-Handedly Saved My Marriage Even Though My Husband Was NOT Going To Do Anything To Save It w My Shocking Discovery…It Only Takes ONE Person To Save Any

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Relationship (And Why Couples Work Is Actually Destroying Marriages) On Facebook, as we write these blogs, we’ll share them on our Facebook profile page and also share three posts a day. These can be quotes, inspirational messages, or answers to common questions. Again, there’s no one watching us yet. But when we are ready to start bringing traffic back to our page, we will want them to find stuff there. Take Action: Decide what my five pillar blog posts will be about.

Day 6: Create My Free Offer On Day 6, it’s time to create my free offer to use as a lead magnet. This has to be excellent! Too many people make their free giveaway offer a worthless thing they are willing to just give away. That’s totally the wrong mindset. I once heard Julie Stoian (a ClickFunnels Coach) describe her process for figuring out the free offer as this: Figure out EVERYTHING you would give your highest-paying customer to get the result you are promising. Now, pick out the sexiest and most valuable thing from that whole pile. That’s going to be your free thing at the front of your funnel. That’s what we are going to make today! For us, we have two different lead magnets. w Four-part video program on how to reignite the passion in your relationship, no matter how far gone things seem w Four-part video program on how to create a rock-solid relationship, even if you and your partner can’t agree on anything With these two lead magnets, we are solving the two biggest challenges that our clients have. One (or both) of these offers will work for almost everyone we serve. As for the modality, it needs to be digital. This needs to be something we can give away for FREE. We can do video, audio, or PDF.

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I happen to have these programs already made on video, so I’m going to use them. We could also create a Word doc and turn it into a PDF. Last time I checked, the studies still showed that PDF free offers still out-convert audio and video. Another great tip from Julie Stoian: If you are going to do a PDF, don’t do 5 things or 10 things on a list. Do a huge list, like 210 things. For me, that could be “365 Things You Can Do To Create An Outstanding Relationship In Under 60 Seconds A Day.” Take Action: What is a BIG LIST kind of PDF that we can create?

Day 7: My Day Off “On the seventh day, He rested.” And so shall we. We’ll have an amazing day with our family and loved ones today.

Day 8: Perfect Webinar Week This week is BIG! It’s time to create our Perfect Webinar. I’ve heard Russell Brunson say hundreds of times that if he could only use ONE strategy to make the most money the fastest, it would be the Perfect Webinar. I agree 100%. Here’s a funny story about how I found Russell. Paul and I had grown our business and we were doing well, but we were FAILING miserably online with webinars. I had bought every webinar program out there and thought I had tried everything. And then, by the grace of God, I found Russell. When I first started working with Russell, I had ONE need to solve. I needed to be able to convert online (via webinars). I had been trying for years and failing. Before working with Russell, our sales conversion rate when we did webinars was one half of 1% (0.5%). We once had over 18,000 people come to a webinar, and only about 90 people purchased. When I told Russell this, I could see him get visibly ill at the thought.

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It was worse than that for me. Yes, it’s true, the sales do matter. If we are not profitable, we can’t keep doing this business. But it’s more than that for me and Paul. See, when 18,000 people sign up for just ONE of our webinars, they sign up for a reason. There’s some kind of pain there. And if I don’t do my job and help them get out of fear and take action to join our Quick Start program, then I can’t HELP that family. So when I thought about the 17,910 families that we were NOT helping through our Quick Start program and what might continue to happen in those households and what the kids in that house might be hearing or struggling with…my heart started breaking. One night, crying in Paul’s arms after another failed webinar, we prayed and begged God to send us the answer we needed to help the families that deserve our solution. And, no joke, God sent Russell Brunson to me in my Facebook feed the next day! (Thank you, John Parkes.) The very first thing we learned and implemented from Russell was the Perfect Webinar model. We did it EXACTLY the way he teaches it. Exactly! That’s what we are going to implement during Week 2 of this 30day plan now! Implement it, step-by-step, slide by slide. And we’ll watch as many high-converting Perfect Webinars as we can, so that we can get it into our nervous systems and pick up on all the nuances that go into the process. Paul and I are very proud to say that when we launched our Perfect Webinar, we converted at 10% live! That had never happened before… ever. We danced and celebrated! Guess what?! Today, just a few short months later, our Perfect Webinar converts at 20% or more live on the webinar. And we are also doing the same amount of sales in our webinar replay follow-up campaigns as we are doing live on the webinar. WHOOO HOOOO! My assignment for Day 8, for every single expert who contributed a chapter to this book, go to their websites, expert pages, etc. and find their Perfect Webinar. Opt in for it. Watch at least four today! And I’ll

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also be sure to opt in to watch Russell’s Perfect Webinar, too!

Day 9: Perfect Webinar Foundation First, we’ll review the Perfect Webinar blueprint from Russell. And we’ll grab our DotComSecrets and Expert Secrets books—we are going to need them. Today, we are going to build the fundamentals for the Perfect Webinar. w Title w Big Domino w Three Secrets These three pieces of the Perfect Webinar model are so vital to our success. We must get these right before we move on to build the rest of our Perfect Webinar. We’ll dig deep into the programs we have from Russell to figure out our content for these three things. Once we have what we think is the right answer for us, we’ll take it to our tribe! Take it to the ClickFunnels community and ask for feedback. But we have to be careful here—we don’t want every Joe Schmo spouting off their advice when they haven’t mastered it themselves! When we make a request, we’ll use a great pre-frame so we filter through what we really want. We can say something like, “For those of you who are doing the Perfect Webinar and converting at 10% or more LIVE, would any of you be willing to take a look at my three key pieces for my Perfect Webinar and give me some constructive feedback?” And if someone responds but doesn’t indicate that they have achieved the result, we’ll say “Hey, thanks. Can I just ask what sales conversion rate you are currently getting on your live Perfect Webinar?” If they don’t respond, we can ignore their feedback. Those of us who are converting, we know our numbers.

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Here are our three pieces of key Perfect Webinar content. Title: How To Get Unshakable Love & Unleashed Passion In Your Relationship…Even If Your Partner REFUSES To Change! Big Domino: It ONLY takes ONE partner to create an unshakable love and unleashed passion in ANY relationship. There is ONE Internal SHIFT that you MUST make to SAVE any relationship! And the ONLY proven solution for making that shift and creating the love you want is the Relationship Development ToolBox.

3 Secrets w Secret #1: The Truth I Uncovered About Why Couples Counseling Is Destroying Marriages! w Secret #2: After Transforming Over 10,000 Marriages, I Share The Real Reason Why EVERYTHING You Have Tried To Fix Your Relationship Is Keeping You Miserable And Stuck And Has Actually Made Things Worse w Secret #3: Why This Revolutionary Breakthrough Technique WILL WORK For You NO Matter How Far Gone Your Relationship Is Or How Hopeless Your Unique Circumstances Seem! Take Action: Share it in the ClickFunnels Community for feedback so we can hone in on specifics.

Days 10–12: Build Our Perfect Webinar For the rest of Week 2, we’ll build our entire Perfect Webinar except our offer. (That will come later). As we go through our content for the webinar, we’ll ask a few trusted friends who also represent our avatar to review it and offer feedback. I did this by hosting a Zoom meeting and walking through the slides that I had created after I was done with each secret. The feedback that these folks offered was very valuable in helping me switch from using MY vocabulary to using THEIR vocabulary. Since they were my avatar, hearing them explain their pains or wants in their words was very helpful!

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I kept revising my Perfect Webinar to replace some of my words with their words. This way, the content would resonate more with my audience. We can also find a few key people in the ClickFunnels community who would be willing to watch us practice our Perfect Webinar and give us some feedback. Again, we only want people who are actually doing it and getting great conversions. Take Action: Build my Perfect Webinar and get the right people lined up to give me feedback.

Day 13: Build My Perfect Webinar Funnel This is the easiest part of my 30-day plan, thanks to ClickFunnels. Go into my ClickFunnels account and find a high-converting Perfect Webinar share funnel. Go through the funnel, page by page, swapping out my copy for the sample copy. I’m done. Take Action: Build my funnel.

Day 14: Day Off What do the flight attendants always tell you during the safety presentation on a flight? Always put YOUR oxygen mask on first, before you put masks on your loved ones. One day a week, we will rest and rejuvenate, so that we can be of service to others. If we don’t care for ourselves (give ourselves oxygen), then we will have nothing to give to anyone else.

Day 15/Week Three: Traffic Week This week is all about finding our people and inviting them to our Perfect Webinar. We’ll schedule our Perfect Webinar for next week, on a time and date when our avatar is most likely to be available. All this week, we will drive FREE traffic to our webinar opt-in. Here are the strategies we are going to use this week to drive traffic to our Perfect Webinar.

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1. Do a daily podcast (with video recording). Put the podcast on our blog, Facebook, and YouTube. Deliver massive value and put it out there every day. At the end of every podcast, invite people to opt in for our webinar and give them the link. 2. On our blog and Facebook, change our banners and calls to action to all go to the Perfect Webinar opt-in page. Everywhere someone can find us, make sure there is only ONE call to action to opt in to our webinar. Change our Facebook profile cover photo to a banner inviting people to our webinar. Change the call to action in our bio to the webinar opt-in. After every blog post, have a call to action for our webinar opt-in. 3. Find the Facebook Groups where our people hang out. Go into those groups every day and just comment on other posts, offering tremendous value and solutions to the people asking for help. a. We will NOT share our webinar opt-in in those groups. Just give huge value. b. When people click on our profile pictures to check us out, they will see our banner giving them the opportunity to register for our webinar. They will see our Facebook posts and podcasts, all with the call to action for our webinar opt-in. c. If we have a blog or podcast that solves what someone is asking about, we can simply answer their question and then say, “Hey, I did a podcast on this very topic. It goes deeper into the solution. If it serves you, here’s the link,” and then post the link. That’s a cool way of sharing. 4. Start our own private Facebook community. On the webinar confirmation page, add a link and invite people to join our free private Facebook Group. a. Every day, post value in that group. b. Every day, post the webinar opt-in to that group and ASK peo-

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ple to comment when they register “I’m IN!” The key during this week is to BE EVERYWHERE. Be in every conversation and help lots of people. We will use these free traffic strategies to get as many people as we can into our Perfect Webinar. But we don’t need to be too concerned about our opt-in numbers right now. Many of us have done webinars to only six people before! We still have to deliver as if Oprah is watching…every time!

Week Four: Create Our Proprietary System And Deliver Our Perfect Webinar While we are driving the traffic to our webinar, it’s time to start building the framework for the course we are going to sell on that webinar! Yes, we are going to SELL our course before we build it! This is exactly how I launched my first course! Always (ALWAYS) get PAID to create your content! The first time we sell this online program, we will sell it first and then build it as we deliver it. The following week, we will do a webinar AGAIN, and we will sell the same course but will already be a week into building it. Eventually, we will be selling the course every week and it will already be created so we won’t have to create it again! The most important thing to remember about creating our course is that it does NOT have to be PERFECT. In fact, I can absolutely guarantee that it won’t be. It’s not supposed to be perfect. Any need for perfection that we have is about ourselves. Perfection is 100% tied to our own needs for certainty and significance. The only certainty we can rely on as entrepreneurs is the certainty we create. And perfection is the OPPOSITE of creation. And if our driving force is significance, we are going to run out of steam as entrepreneurs. And if this was all about significance for us, when we hit the BIG roadblocks, challenges, and bumps, we would

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jump off and find something else easier to do. The driving force in our business MUST be to SERVE the people who we are here to serve. Anything less and we can forget creating a massive impact, changing the world, and having any kind of legacy. When we have a need for perfection, we are suffocating our business. Have a standard for EXCELLENCE and always bring the BEST we’ve got and stretch ourselves way beyond our comfort zones…YES! But perfection? NO. Perfection is not for entrepreneurs. Perfection is not for game changers. Perfection is not for people like us. If we really want to have an impact, if we want to change the world for the better and live our purpose, we have to make it about THEM, the people we serve! When we do that, we can get through anything.

Our Proprietary System So now that our need for perfection is gone, it’s time to create our proprietary system. There are a ton of business models we can use to get our message out there and have an impact on the world, but if we are experts, the foundation of most business models comes back to needing OUR proprietary system in place. This system is OUR process. How we get the results that we promise. Our methodology. Our X-step system for Y results. For example, Paul and I developed our 8-Step Relationship Transformation System®. It’s our proprietary methodology for empowering ONE partner to transform ANY relationship! Once we have our proprietary system, it can be used in any business model. It’s the modules for our online program, the segments for our live event, the chapters for our book, the episodes in our documentary. We can do a smaller version of each step in an entry-level program and a deeper dive into each step in our year-long program. Our threeday event can be an immersion into the eight steps and our done-foryou program can be our team implementing them.

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This proprietary system is such a foundational piece! When I first learned about this, I felt overwhelmed wondering how the heck I was going to figure out my proprietary system. I avoided it for MONTHS because I felt like it was this big monster to overcome. Well, luckily for me, my mentor at the time, Fabienne, taught me her process for creating a proprietary system in about two hours. How to create a proprietary system: 1. Avatar/Muse: First, you must think of someone you know who would be your IDEAL client and someone you would absolutely LOVE to get paid to create your result for. 2. State: Everything starts with your state. You must get into a state of VIBRATING with gratitude for awesomeness to flow through you. 3. Environment: Find a spot that you love where you can be for about two straight hours without interruptions. A place that brings out the best creativity and flow state for you. 4. Modality: What is your modality? Typing? Writing in a journal? Writing on a legal pad? Talking into your phone? Figure out what your best modality is for capturing everything you are about to capture. 5. Step One: In bullet-point format, write down EVERYTHING you would want to teach your avatar to get them that result. Just the topics, not all the details. Examples: w How to create alignment with your partner even when you don’t agree w How to forgive something when you don’t feel it was resolved for you w How to bring dating back to a busy life

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w How to get your partner’s support when they aren’t happy with how much you give to your business w How to get over infidelity w How to understand your partner’s energy type w How to have more sex than you think most people can even have Keep doing bullet points like this (topics) until you have everything you would need to teach them in order to guarantee them the result you promised. You might have 200+ bullet points. When I did this, I had over 400. 6. Step Two: Group like topics together. As you go through your bullet points, you will start to see that some topics naturally go together with others. Start to label them. Put an “A” next to everything that has to do with TOPIC A and so on. For example, there are many topics in my list that have to do with forgiveness. So I made forgiveness Group A and put an A next to each topic that came under the summary topic of “forgiveness.” You want to come up with no fewer than 10 groups. 7. Step Three: Order. Looking at your groups, if you were to sit down with your avatar, in what order would you want to teach them those topics? There needs to be a logical order to what you would teach first, second, and so on. CELEBRATE! Now you have your proprietary system! This is YOUR methodology for teaching people how to get the result that you have promised them! These will be the topics for our online course we are going to teach. We are going to sell this course on our webinar. However many steps are in our system, that’s how many weeks our course will be. We will NOT teach our students EVERYTHING we know. We will not even teach them everything on the bullet-point list for each step

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of our system. It would be too much. When doing an online course, we want to teach two or three real actionable tools or strategies that our students can digest, implement, feel like “I did it,” and get a real result! To figure out what we will teach in our course, we can go into our Facebook Group each day and ask, “What are your biggest questions around X?” X will be the topic of one of our steps. So if Step One of our system is figuring out our brand, then we would post “What are your biggest questions around figuring out your brand?” Then we’ll let the audience tell US the biggest questions that we need to answer in our course.

Creating Content Next, we’ll write up an outline and notes for each of our weekly classes. Make a list of questions we are going to answer. We can package our course to include X number of online audio classes plus Y number of Q&A sessions with us. We can include a private Facebook Group just for course members. Each week, we will deliver the class via conference call or video live stream and record it. We’ll record the Q&A calls, too. Then we’ll package the recordings into our member site in ClickFunnels. We can always keep adding to it as we grow. As our students go through our program and get awesome results, we will screenshot their Facebook post celebrations and ask them whether we can use those as testimonials. We will keep gathering testimonials from our students and put them into our weekly webinar, our sales page, and everywhere. Russell Says: Do your live webinar every week for one year or until it reaches seven figures, whichever comes first!

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Final THoughts What I just described for 30 days took me years to do, because I didn’t have this map or ClickFunnels in the beginning of my business. But now I see people doing this all the time with ClickFunnels! There’s one more thing. Tony Robbins says, “Money is a magnifier.” It makes nice people nicer and jerks bigger jerks. He was right. Money is awesome, and you can have plenty of it. The sooner you learn that the ENERGY you bring, the love you add, and your intention to serve also matter, the faster you will reach fulfillment. When Paul and I both worked full-time corporate jobs, we could only help six families a year in our spare time. The first year we went into business with our solution, we hit $100,000 in revenue and we served 1,000 families! When we hit seven figures with this mission business of ours, we had saved over 10,000 marriages! That’s a LOT more positive energy, love, and serving others. The larger our company gets, the more positive energy we bring, the more LOVE we infuse, and the more families we serve. And so more come to us. Bigger, faster, stronger. The truth is, the more people you serve, the more will come through you for them. And the more will come TO you so you can serve them! Paul and I serve MANY. And we have made a promise to God that as more is given to us, we will serve more people with it! We keep our promise. We don’t lead from ego. We are not driven by significance. We always do the right thing. And we follow our divine guidance. And to us, much is given! Regardless of where you are on your journey right now, whether just starting out or at the top of your mountain, please remember it

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DOES matter what energy you bring, how much love you infuse, and your intention of service. Bring more positive energy into this world we live in. Lead with LOVE. YES, even in your business. Hold an intention of serving others. Do the right thing all the time, even when it’s hard. Use your influence, power, and money to move the world forward in positivity, love, and light. For your children, for my children, and for our grandchildren. Live your purpose. Follow your heart. LOVE others. Make a lot of money. And do amazing things with it…for the greater good! God bless you!

RESOURCES w DotComSecrets by Russell Brunson w Expert Secrets by Russell Brunson w Zoom (zoom.us)

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Chapter 9

Free 7-day challenge by Ed Osburn

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Laptop Lifestyle Mentor Health Professionals - Chiropractors TheChiropracticPhilanthropist.com The Chiropractor’s Laptop Lifestyle is the brainchild of Dr. Ed Osburn. Out of pure necessity and desire to connect and create an online presence and extremely lucrative business—Ed rocketed to the very TOP of the Chiropractic profession’s most notable and distinguished contributors. Honoured in 2015 as an Icon, Maverick and Genius by The Chiropractic Leadership, Ed is determined to bring the light of Chiropractic to the globe by train-

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ing Doctors to EXPAND outside their four walls and into the online world. First launching the Chiropractic profession’s #1 iTunes podcast (The Chiropractic Philanthropist), smashing successful virtual podcast training for Chiropractors, establishing an online training Academy (Laptop Lifestyle Academy) consisting of over 500 students, and finally the Men of Iron Brotherhood for men who want more! Ed has dedicated his efforts to mentoring Doctors towards building massive movements, impact, and multi-6-figure businesses. Ed’s philosophy is: “Practice can be anything you DREAM it to BE…and SUCCESS does not have to come at the expense of your quality of life.”

After working with tens of thousands of aspiring business owners, I’ve discovered that when someone seems paralyzed or unable to move forward, it’s due to one thing: a fear of failure. Well, I have news for you. The blunt reality is that it’s very likely that you WILL fail. But you don’t have to let it stop you. In fact, there is power in the FEAR of failure…and also power in falling and failing. Because when you fall and fail, you have the opportunity to correct your missteps and try again. And in repeating your process, you’ll get better and better. That improvement will eventually lead to success. And I’ve found that improvement will also lead to less and less fear over time. You see, I have less fear of failure now, a few years into my entrepreneurial journey, than I did when I started. Yes, I have more to risk.

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But even if I were to lose it all, I know without a doubt I could build it all again. So don’t think of those of us in this book as all that different from you. You’re just like us…a few years back. Maybe you’re where I was when I had one solitary Like on my Facebook business page—and it was my mom! As you read through this chapter, keep one thing in mind: I believe in you! I may even have more belief in you than you do in yourself. I know you can do this, although you may still be wondering. I want you to succeed, which is why I’ve distilled my process into four powerful foundations, one a week for four weeks. They are… w Week One: Planning w Week Two: Deployment w Week Three: Creation (Keep it Simple) w Week Four: House Cleaning and Scaling Before I get started, one last word. There are two very simple secret ingredients to your “success sauce.”

One: Create a legacy inside your business, one that will actually go on and have legs beyond the 30 days laid out in this chapter. Create something that will continue on for 5, 10, or even 15 years or more.

Two: As you build your successful business, commit to yourself that you’ll do so without compromising your relationships, your health, or your mental and emotional well-being. If you can figure those two elements out, you WILL be successful inside of this game we call online business. Ready to get started? Let’s dive in!

Week One: Planning “If you fail to plan, you are planning to fail.” — Benjamin Franklin

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Day 1: Personal For any budding entrepreneur or business owner, it’s critical to have a crystal-clear concept of why you want to build a business to begin with. Why does it matter? What does it mean to you? In my experience, the answer boils down to one of two things: IMPACT and INCOME. In the end, what matters in our lives are the substance and quality of our relationships and the depth of connection with our spouses, children, and families. That’s why on Day 1, I will prioritize what matters most to me. I’ll pull out my calendar for the next 30 days and add the following: w Daily meditation and self-care w Twice-weekly date nights with my wife w Weekly “dates” with my two young boys w Regular workouts with my trainer Once these priorities are in place, I can move through the rest of my month confident in the knowledge that I’ve put “first things first.”

Day 2: Radical Clarity My life is way too short to spend it doing something that I don’t love. That’s why today I’m answering the question, “What do I truly desire?” To unpack that, I will consider who is the ideal client I want to work with? What is that avatar? What relationship do I want to experience with that person? Do I want to have a group coaching relationship, consulting, a continuity group? Do I want to sell digital products or online courses? I’ll go deep into defining this ideal customer I want to relate to. Who is this person? What is their name? What are their desires and passions, their wants and their needs? Their pain and problems? I’ll write it all down, then find a picture and add it to the description. Then I’ll print it out and post it on the wall, next to my workstation. This person—this avatar—will be the litmus test for my marketing and my messaging.

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Day 3: Obstacles Today is the day I’ll foresee challenges and remove obstacles that may be in the way of my success. I’ll look forward over the next month, searching out any family obligations, vacations, holidays, special occasions, appointments, or other commitments that could take time away from this project. I’ll calculate the estimated hours or days necessary to fulfill these other obligations and create a plan to make up those hours in increased productivity. Again, by planning ahead, I’m planning for success and leaving nothing to chance.

Day 4: Avatar Today, I’ll go even deeper into my avatar. I’ll look at that ideal client and figure out what is their PAIN? What problems might they have? And going even deeper, what are the subproblems of their main problems? And once I have a list of their problems and pains, I can work on answering them—and speaking to them. What are the possible solutions I might have for these problems? Once I have a solution, I can create a system. So here’s how it goes: PROBLEM/PAIN >> SOLUTION >> SYSTEM Here’s an example. w Problem: All health professionals have one problem in common. That is, they are the catalyzing agent in their practice (business). If the health professional is not there, money does not flow. The problem then becomes how can they separate themselves from their business? w Pain: Lack of time and compromising their quality of life! Most doctors feel somewhat chained to their practice, that they are missing out on the critical years with their families. w Solution: Liberation of the doctor from their practice without jeopardizing their income and impact w System: Online courses, digital products, virtual consulting—

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these can be highly lucrative and of massive value. The SYSTEM is the STEPS to getting the outcomes and results desired. That’s the focus for Day 4.

Day 5: Messaging Today, I’ll take my work public by testing and refining my messaging. I’ll go onto social media—Facebook and Instagram—and post a text post or live video. I’ll speak to my avatar’s pain and ask if the problem I’ve defined and the possible solution I’ve developed is actually what’s desired by my marketplace. I am also seeking out free (closed) social media communities that are relevant to my cause and marketplace. I would gently post and ask questions, engage, and gather momentum in these groups. (By “gently,” I mean I’m not promoting my products or services in an inyour-face manner. Instead, I’m merely trying to create connections and relationships.) Based on the responses, I’ll refine my messaging as needed. (This may take a few tries, but if I do my homework up front, I should gather incredible data!)

Day 6: Branding and Product Based on my problem and solution, I’ll create a brand for my product and for my business. I need to start that today because the turnaround for a logo can be two to three days, and I want to get it underway. Resources: Youzign, Fiverr, or DesignCrowd if I want to hire a graphic designer In either case, I’d look for someone who could return the project in 24 hours, in case I need to edit or refine the brand. One of the biggest mistakes I see with aspiring online entrepreneurs is that they get stuck in the minutia. In this case, my target is to launch and get cash-positive ASAP. Brands and logos can be touched up later when the money is in the bank. Okay, so how can I shortcut the logo turnaround?

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1. I will tell the designer about my company and what I specialize in. 2. I’ll provide any relevant website examples I may have for reference. 3. The designer will be given at least two researched competitors’ logos, brands, and websites. 4. I will provide the EXACT name of my brand/logo. 5. I’ll give them the preferred color palette. 6. I’ll provide the tagline, if applicable. The fastest and most effective way to create a successful and marketable brand is to research my competition. This should take no longer than 48 hours.

Day 7: Blueprint Today, I’ll blueprint the next three weeks. I’ll start with what I want to accomplish and then work backward, reverse-engineering exactly what I need to do each day to accomplish my ultimate outcome—a seven-figure funnel in just 12 months! For instance, if my target is $1 million in one year (which is about $83,500 a month), I’ll figure out what I need to do in terms of sales each of the next three weeks that can eventually be amplified to reach this target on a monthly basis. In this first 30 days, my target is 20 customers and $20,000. This may sound like a lot if you’ve never made money online before, but it is a clearly reachable outcome based on my experience. And it will give me the confirmation and knowledge that I am heading in the right direction. My product will launch at $997 for the core offer with a $99 bump (upsell), a one-time offer of $99/month continuity, and an application high(er)-ticket offer for $4,000.

Week Two: Deploy “Imperfect action is better than perfect inaction.” — Harry Truman

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Day 8: Facebook Today, I’ll start marketing. I’ll create social media business pages for my product or brand and expand my personal page by requesting to join or adding myself to relevant free Facebook communities (related to my product or service) where I can add value and engage. Assuming that I am starting from scratch, Day 8 will be foundational to building a legacy project and will set me up for my future marketing efforts for rapid success. Here are a couple tips I’ll keep in mind for adding value to relevant private social media communities. 1. Review the rules and guidelines of the community and comment that I understand them. 2. Ask for permission from the moderators to post value (not pitch) inside the group. 3. Comment on others’ posts and provide feedback. 4. Add FREE unsolicited value to the community. 5. Don’t be self-serving. I’ll also conduct a POWERFUL and compelling five-minute video post to be distributed on all social media channels (Facebook, Instagram, LinkedIn, YouTube). I will ask viewers to interact, share, engage, and follow me. This is where I’ll share my best stuff, holding nothing back, to demonstrate my expertise and to provide amazing value. In fact, this is so powerful, I will do this for the next 10 days. I can search for POWERFUL and trending titles and topics on BuzzSumo.

Day 9: Facebook Challenge Group Today, I begin to control my traffic and maintain their attention! Day 9, I’ll create a closed Facebook community for a FREE 7-Day Challenge solving a subproblem of the MAIN problem I have identified (e.g., 7-Day Free Beach Fit Challenge, where this is a subsolution

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of the main problem in the weight-loss and fitness niche). The purpose of the FREE 7-Day Challenge is to gain authority, build trust, gain case studies (to demonstrate results), and solidify the solution to the problem I’ve identified and confirmed with my avatar. Inside the closed group, I’ll post the rules and define the PURPOSE and desired OUTCOME of the challenge. These will be pinned to the top of the page. For this challenge to be a success, it’s critical that there’s a lot of movement and action around it. And at the same time, I need to create a strong culture. It will be vital that my members inside the FREE Challenge see my daily posts and videos. I want to get them excited! Here’s how: 1. Post the rules of the community. 2. Discuss the outcomes they will receive in such a short time. 3. Name the members/community with a catchy moniker (e.g., Beach Fit Crew). 4. Address new members by tagging and thanking them for joining the movement. Another five-minute video post on all social media channels asking viewers to interact, share, engage, and follow me on my business pages.

Day 10: Build Tension Beginning today, I’ll build tension inside the challenge by creating daily posts inside the group, showing what I’m creating and how I am going to deliver massive value. I’ll also post a day-by-day countdown, in anticipation of the launch of the actual challenge within the community. In the free groups I belong to and on my business page and personal page, I’ll record a Facebook Live with a call to action to join the challenge, driving traffic to the FREE Challenge group. To further promote it, I’ll ask the people currently in the group to share and add their friends to the challenge.

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But I won’t stop there. Here are some RULES for adding and sharing. 1. The 7-Day Challenge members who add people must tag them in their posts. 2. Within each tagged post, state WHY they have been added to the group. 3. WHY? This sets the new member up to SEE the posts within the challenge…and get them engaging in the group. No one likes to be added to a closed social media group without their permission. My target is to have 200 people engaged in the FREE 7-Day Challenge.

Day 11: Blueprint The Challenge Today’s task is to lay out Days 1 through 7 of the challenge. Note: All 7-Day Challenge trainings will be conducted LIVE inside the private Facebook community. Length: 90 minutes Assignments: In addition to providing resources and guides, I’ll give actionable assignments that must be completed within 24 hours. I suggest a live-stream video response from the member on the private FREE 7-Day Challenge timeline. This keeps other members engaged and accountable and builds community, while making microagreements with my crew. Let’s face it—RESULTS are the ultimate outcome I want for these members. If I can get results for them, they’ll reciprocate and invest in ME! w Day 1: Logistics: This first training will be a “How To Get The BEST Out Of Your 7-Day Challenge…And How It Will Unfold.” w Day 2: Resources and preparation: What my members need to know to achieve their outcomes…and NO MORE w Day 3: Value and the System: Keep it high-level and challenge current beliefs while affirming that they CAN do it! w Day 4: Review: Days 1–3 review and a check-in to see if they’re on track

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w Day 5: Value training and webinar including transition into a webinar sell (Perfect Webinar by Russell Brunson) w Day 6: Urgency, promotion, and live Q&A w Day 7: Urgency and closing of the cart I know that I cannot deliver too much value—ever. All roads will lead to my MAIN solution/system to be presented in Day 5 of the FREE 7-Day Challenge webinar. I will keep this foremost in my mind at all times.

Day 12: Opening Dialogue On Day 12, I’ll private message at least 10 of the people engaging in the Challenge Facebook Group. (Yes, you read that right—I will message individual Challenge members!) I’ll ask them to share and add friends, and ask them what outcome and value they hope to achieve. This will build deeper connection with my community members—and help me gather data on how I am doing in my messaging and marketing. This process will take some time, and it’s not very scalable in the long term, BUT the payoff will be substantial. Foreseeing possible missteps and course correcting before I make my final offer can save a ton of heartburn and stress! In addition, I’ll do an Ask Campaign and poll inside the FREE 7-Day Challenge to gather more information on how I can best serve these members. I’ll create seven daily EVENTS using the events feature on the FREE 7-Day Challenge Community page in Facebook. This will both create the events and announce the days, times, and topics of each training. Then I’ll invite ALL members to join the live trainings.

Day 13: Group Focus Today, I’ll focus on sharing inside the FREE 7-Day Challenge Community as well as sharing it inside relevant Facebook Groups and social media channels. I will consider my targets (i.e., 200 FREE Challenge members) and

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what I need to do to achieve this outcome. What adjustments need to be made? I will shamelessly market to hit my target. I’ll also begin to create the content for the actual 7-Day Challenge. I’ll work on Day 1’s slide training, which I’ll hold as a live training (via Zoom). Day 1: Logistics: “How To Get The BEST Out Of Your 7-Day Challenge…And How It Will Unfold” Tips on slide-deck creation to remember: 1. Create slides in PowerPoint or Keynote. 2. Hire a designer on Fiverr to create a professional slide template with appropriate branding. 3. All slide presentations should flow like this: a. Share or story that challenges the viewers’ current paradigm b. Review of past trainings c. Overview of training d. Training (at a high level) e. Assignment 4. Approximately one or two minutes per slide (60 slides = 90 minutes) 5. Slides each contain ONE IMAGE and ONE or TWO words only I’ll be hosting that within Zoom. I’ll set it up for each of the challenge trainings to be recorded automatically—going live inside the Facebook Challenge group for each one. These will be repurposed as a stack (“bonus value”) on my Perfect Webinar on Day 5, and later converted into an actual digital course to be marketed and sold!

Day 14: Traffic Control I’ll want to start controlling some of this traffic (people inside the FREE 7-Day Challenge). To do so, I’ll need a landing page for email opt-in, so today I’ll log in

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to my ClickFunnels account to create a simple landing page for email opt-in. There are multiple easy templates that can be customized utilizing my branding and messaging. The goal is to capture as many challenge member emails as possible so I can later connect, nurture, and offer my opportunity directly. I’ll encourage them to sign up for the email list by telling them that if they do, I can email them directly about the daily training so they can stay up-to-date, even if they should miss something I added inside the Facebook Challenge group. Today, I will create a legacy indoctrination series of emails that will be sent automatically over the next week to those who subscribe to the email list. I’ll use the Nuance speech-to-text app on my mobile to create and edit those emails and line them up to be sent out. Finally, I’ll create the content—the slides and training—for Day 2 of the challenge.

Week Three: Creation (Keep it Simple) “Knowledge is a process of piling up facts; wisdom lies in their simplification.” — Martin H. Fischer

Day 15: Training Today will be Day 1 of the FREE 7-Day Challenge. Inside of the closed Facebook FREE Challenge Community, I will conduct the Day 1’s LIVE training. This will cover the introduction to the challenge and will last one hour, with 30 minutes dedicated to pure value. I’ll challenge participants’ current beliefs surrounding the PAIN and problem I have defined, and then reaffirm that they can create success or overcome problems they have. I believe in them. I’ll also create and build the slide deck and training for Day 3 of the FREE Challenge. I’ll never stop promoting and growing the FREE 7-Day Challenge…

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Day 16: Training and Value Creation Day 2 of the FREE 7-Day Challenge! The training, which is on resources and preparation, will be one hour in duration and will be live inside the Facebook Challenge Community. Deliver on these Day 2: w Websites, downloads, guides, and references that will support potential customers’ success w Stories and humor to keep people engaged Each of these challenges must be long enough so it’s virtually impossible for participants to access and consume all the content of all trainings. This way, I could actually create two or three trainings on each day, so I’m creating a massive amount of value in the group. If my FREE Challenge members are unable to consume ALL trainings, guides, and resources, this will create the value of offering the 7-Day Challenge recordings as a STACK on Days 5–7 (Real Bonus Value!). Today, I’ll create the slide deck and training for Day 4 of the challenge. If you’ve noticed, I haven’t actually created the product I’m selling. So today, I’ll blueprint that product, how it will actually be laid out.

Day 17: Training and Value Creation Day 3 of the FREE 7-Day Challenge! I’ll do the Day 3 training inside the Facebook Challenge Community. This will be a value build, so it will include the high-level solution to part of their initial problem or challenge. In other words, it will include high-level guidance. In addition, I’ll challenge their current beliefs and reaffirm their ability to succeed. I’ll also create the slide deck and training for Day 5 of the challenge and my Perfect Webinar for Day 5, including the formulation of the offer and opportunity.

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In addition, I’ll create a simple landing-page order form within ClickFunnels, where someone can land and pay to purchase my program (SYSTEM) when the opportunity goes live on Day 5. The program will be offered at a “special” reduced pre-launch pricing of $997, with a three-pay of $399. There will be a stack (bonus offer) that includes the five days of training from the FREE Challenge. This offer stack will be valuable because, during the challenge, each day’s training will be removed after 48 hours. The only way to get access to ALL of the trainings, resources, and materials will be through this Perfect Webinar offer. I’ll let participants know up front that this is how the challenge will be organized. (It will be included in the pinned “rules” post on the Facebook page.) I’ll explain that the reason we’re removing trainings after 48 hours in the challenge is for accountability, so people will actually do the work! So here’s the offer: A. Core Offer: $997 SYSTEM plus the trainings for the stack (7-Day Free Challenge trainings) B. BUMP (upsell): 30-minute coaching call with me for $99 (I consider this as a paid and qualified sales call, to upgrade my customer to my high-ticket opportunity). C. OTO #1 (one-time offer): $99/month continuity group with a FREE seven-day trial D. OTO #2 (high[er]-ticket item): $4,000 application to join my group coaching pod for accelerated results I’m looking for an average cart value of $1,200 and 20 sales. I will REFINE the blueprint for my CORE product offer (weekly trainings, specific and measurable outcomes). I will have a designer at Fiverr create digital product graphics for the Day 5 Perfect Webinar.

Day 18: Training and Review Day 4 of the FREE Challenge! I’ll do the scheduled training inside of the free Facebook commu-

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nity, careful to answer all questions and address all concerns. I will review content from Days 1 and 2 while foreshadowing the upcoming opportunity on Day 5. It is absolutely vital to check in with people and see whether they are on or off track for completing the challenge and getting results. I’ll find out what they may need to make the challenge successful for them. Day 4 is all about follow-up and support, engaging and building tension for the upcoming opportunity. For example, I’ll discuss how there is SO much content to cover that for lasting results and guidance, they need to stay in the challenge— at the next (paid) level. I’ll announce that the Day 5 training will have an opportunity for only the first 20 people…and encourage members to show up live! I’ll challenge their current beliefs and reaffirm their abilities to create the outcomes they desire. Today, I’ll review Russell Brunson’s Perfect Webinar training and review and refine Day 5 training and my Perfect Webinar (at least three times) in preparation for presentation.

Day 19: Webinar Day 5 of the FREE 7-Day Challenge! Today, I’ll host the Day 5 training, transitioning to my Perfect Webinar. I will include 30 minutes of solid value, leading into the Perfect Webinar opportunity and my SYSTEM. I’ll also have urgency and the bonuses, or stack—only 20 available! As I’ve done each day, I’ll challenge participants’ beliefs and reaffirm their abilities.

Day 20: Urgency Day 6 of the challenge! Today will be about creating urgency. I’ll go inside the free Facebook community, congratulating members who have purchased and doing urgency posts, letting people

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know the bonuses are going away soon. I’ll let people know how many have been sold, how many are left (if there’s any scarcity), when bonuses will be removed, and when the cart will close. I will announce a 30-minute live stream inside the FREE 7-Day Challenge, where I will be answering any lingering questions or challenges. The goal is to move those who have not yet purchased to action.

Day 21: Urgency Day 7 of the challenge! Today, I’ll continue posting about urgency, encouraging those on the fence and procrastinators to purchase. I’ll post about the cart closing and remind people that this is their last chance to get prelaunch pricing. I’ll also begin building out the CORE product and service for delivery, for seven days post-Day 21. This will be delivered via ClickFunnels, utilizing the secure members’ site feature. Week 4: House Cleaning And Scaling “Greatness is not a function of circumstance. Greatness, it turns out, is largely a matter of conscious choice and discipline.” — Jim Collins

Day 22: Download and Refine Today, I am going to compile content and feedback from the FREE 7-Day Challenge Community. 1. Download all video trainings (Days 1 to 5). 2. Compile all resources and guides created for the FREE experience. 3. Capture all direct messages, member wins, and positive feedback. I will place all this content in a folder. I’ll begin to refine and upload the new course content from the free Facebook Challenge group. I’ll edit and customize the videos/train-

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ings, and once that’s done, I’ll upload them to YouTube (setting them as unlisted). I’ll also create a members area within ClickFunnels. This is my value stack!

Day 23: Core Funnel Day 23 is fun! I get to build a proper sales page for the SYSTEM I have created. It will include a refined sales landing page with proper copy, leading to an order form, leading to the bump offer and the two OTOs. Now that I have made sales and have some money coming in, I have a choice of hiring an integrator (I use Integrator and Co.) to build the sales page and the new funnel on my behalf, or I can build it myself. I always prefer to scale and outsource this as much as possible—that includes my sales copy. (Lain Ehmann is excellent!) If I were not so ClickFunnels savvy, it could take a few weeks to get a GREAT funnel designed and converting on a learning curve, and I have lots to do, so I need to make the best use of my valuable time.

Day 24: Continuity Group On Day 24, I will create my continuity and support group for the CORE offer buyers who selected the FREE seven-day trial (and then $99/month). I will add those who took advantage of OTO #1 to a CORE offer continuity group. I’ll start adding value to that group. (See Day 9, rinse and repeat!) I’ll create a schedule and logistics for the group to drive the consistent helpful content, such as… w Live trainings on Mondays w Office hours on Wednesdays w Group Q&A on Fridays I must get to know my people—their names and personalities, too!

Day 25: Challenge Relaunch Today, I’ll repeat the challenge launch.

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Isn’t it too soon? Nope! Here’s where the innovation and scale play out. The relaunch will be completely via Facebook Messenger (resource alert: ManyChat). For the people who did not take advantage of my CORE offer and those who missed some of the FREE 7-Day Challenge trainings and resources, they’ll have the opportunity to go through the challenge one more time. This time, though, it will be offered via Facebook Messenger and ManyChat software. I’ll set a date for the launch, and I’ll have seven days of pre-launch marketing (see Days 4 through 14), doing the same marketing as the initial launch (Facebook Live and driving traffic), but with a twist. This time, I’ll market mainly from my branded business page and grow my bot list. Comments on the Facebook Live will initiate the Messenger bot and send them a ManyChat notification that they’re in for the challenge. The challenge itself will be dripped out over the course of seven days. Kaboom! WHY will I scale through Messenger bots? 1. I can communicate at an entirely different level through Messenger. It is both personal and automated at the same time. 2. The open rates on Messenger are UNREAL! I’ll take all the content and recordings I’ve created for the original challenge, and I’ll load those up in ManyChat to be dripped out to the subscribers over the course of the 7-Day Challenge. This FREE 7-Day Challenge via Messenger will lead to my Perfect Webinar on Day 5, and my CORE offer.

Day 26: Review Results Reflection On Day 26, I’ll compile and evaluate the results and statistics from the previous launch inside the FREE 7-Day Challenge. This will give me a benchmark of performance, and I’ll aim to improve those conversions and increase my cart value. I will step back from this project and reflect. I will ask myself, “If I

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want to achieve a 2 Comma funnel, what needs to happen? What can I improve? What is not working?” I’ll also be marketing for the next ManyChat free challenge, so I’ll do a Facebook Live to drive traffic (see Day 9).

Day 27: Case Studies Case studies are a powerful marketing tool. On Day 27, I’ll collect a minimum of two case studies from the first free challenge. I’ll reach out for two video testimonials or two video case studies. I’ll collect screen captures of results, and I’ll do a Facebook Live and continue to drive traffic to the ManyChat free challenge.

Day 28: Dream 100 To truly grow and scale, I must expand my reach. How can I possibly expand quickly and efficiently without expending massive dollars on traffic or marketing? SOLUTION: I’ll use Dana Derrick’s book Dream 100 as a guide and create my list of Dream 100 contacts for affiliates. I’ll take the sales statistics and case studies and create two introductory emails to send to potential affiliates—one that introduces myself and one that makes the affiliate offer.

Day 29: Outreach Using Dana Derrick’s system as a guide, I’ll research and reach out to the first 10 of my Dream 100. I’ll send them the case studies, the sales statistics, and the results in an email for affiliate recruiting. I’ll ask them to email for my CORE offer, and reward them generously.

Day 30: Rinse and Repeat I’ll move on to the next 10 of my Dream 100, sending them the same outreach email. I will celebrate all the hard work and massive impact I have created over the past 30 days!

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Final THoughts So there you have it—30 days to start rebuilding. Hopefully, you can see that not only have I created a substantial amount of revenue—$20,000—but I’m well on my way to expanding that number through the use of affiliates. It’s not just a one-time infusion of cash. It’s a system that can be grown and scaled over time. Now you can see why I was so insistent that you create not just a business but a SYSTEM—one that you can use over and over again. There is literally no cap on what you can do with a system like this. You can recruit more affiliates, you can run paid advertising to your free challenge, you can add more products and services to your offer, you can continue to scale and grow. And you can eventually remove yourself from much of the everyday operations because you will have already done all the hard work! Thirty days ago, you probably thought that creating a million-dollar-a-year business within that time was impossible. But that mindset is exactly what I want to challenge, over and over again, with my audience. I want to blast it apart until nothing is left but the unshakable belief that YOU CAN DO THIS. Remember, it’s not one-and-done. It’s a process of learning, revisions, and improvement. Each time you offer a webinar, each time you send an email, each time you do a Facebook Live, review what you’ve done and ask yourself what you can do to make next time even better. Constant improvement combined with a proven system WILL give you the success you want. It worked for me, and it will work for you, too. I believe in you.

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RESOURCES w DesignCrowd

w ManyChat

(designcrowd.com) w Dream 100 Book by

(manychat.com) w Messenger bots

Dana Derricks w Fiverr (fiverr.com)

w Nuance (nuance.com) w PowerPoint

w Integrator and Co.

w Youzign (youzign.com) w Zoom (zoom.us)

(integratorandco.com) w Keynote w Lain Ehmann (lainehmann.com)

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Chapter 10

Fundraising for nonprofits by Tyler Shaule

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Tyler Shaule

Executive Director Non Profit Children’s Summer Camp www.SummerCampCoach.com Tyler is the Executive Director of Forest Cliff Camp, the premier Christian children’s camp in Southwestern Ontario Canada. His background in education, experience in Nonprofit Leadership and recent industry awards in digital marketing and online fundraising have made him an in demand speaker and sought after consultant for Nonprofit organizations across North America.

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30 Days To Bootstrap A Profitable Online Fundraising Campaign For A Nonprofit That Is Changing The World My name is Tyler Shaule, and I’m the executive director of a Christian children’s summer camp in Ontario, Canada. I was awarded a 2 Comma Club award for a successful funnel I built to reach more parents and enroll more kids in our camp programs. Over the past four years, we have doubled the number of campers, tripled our annual revenue, and 10x’d our monthly donor giving. As a leader in the nonprofit industry, I believe that we have an obligation to be as profitable as possible, because we have the BEST place to use all that money—a cause that we know will make the world a better place. My mission is simple: I want to help nonprofit organizations launch hyper-profitable online fundraising funnels so they can get noticed and get the resources they need to change the world! This is my 30-day plan for how I would bootstrap a profitable online fundraising campaign for a nonprofit that is making a big impact— even if they don’t have a website, an email list, or any money in their fundraising budget. I know that the best way to bootstrap a nonprofit is to be missiondriven and donor-centric. I’m going to take these 30 days to build a raving online audience of like-minded individuals who feel my same burden about the cause, and offer them a way to be involved by giving money and then sharing the experience with their friends. I’m NOT going to spend all my time writing grant applications to foundations or looking for corporate sponsors. For this 30-day blueprint, I’m going to choose the mission my nonprofit will address. In my experience, there are three types of causes, each with their own challenges when it comes to marketing and fundraising.

3 Types of Nonprofit Causes w Compassionate: CARE for the vulnerable is the main focus of these organizations. Often children- or animal-focused, they

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serve those who can’t help themselves. w Change: These causes work to create justice in the world. They address an inequality or strive to protect what is not being valued by others. w Culture: These nonprofits are IDENTITY-based. Basically, if you finish the sentence “I am a(n)…,” you have specified this type of cause. You might say “Christian,” “art lover,” “accountant,” or “hiker.” Each of these segments of someone’s identity may form the cause a nonprofit is founded around. I will only combine two of the types of causes so that I can be specific in my mission and messaging. I’m going to pick a compassionate cause, because I know they are easier to create a donor-centered fundraising campaign for. Specifically, I want to focus on a cause that is child-based and local, so that I can easily get access to the programs and collect video and photos. I’m going to assume I have buy-in from the nonprofit’s board or staff and they want me to lead this effort for the next 30 days to create a profitable online fundraising campaign for them.

Day 1 I will spend the morning writing down everything I know about the cause and why I care about it. (This may seem silly, but I need to see it on paper so that I can begin to think about how to share my thoughts.) I’ll jump onto Google and study the top 10 search results then write down any questions I have. In the afternoon, I will schedule interviews with the board, staff, key volunteers, and any current donors. I would ask them the following three questions (plus any I got from my Google search). 1. What is unique about your nonprofit? 2. What would go undone if your nonprofit closed tomorrow? 3. Why do you give your money, time, or energy to this nonprofit’s mission?

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Then record the answers in a Google Doc. I’ll look for common themes and repeated words or phrases and capture any stories they share with me (so I can share with others). My job is to start distilling all the good work they are doing into just one message they can use to build an audience online. Many nonprofits want to educate the world on every aspect of their mission, but as a marketer, I know that what is needed is ONE clear, easy-to-understand message. My first step to is find that message.

Day 2 Hold a morning meeting with the key staff member I’ll be working with. Outline the plan and answer all their questions.

The 30-Day Bootstrapped Profitable Online Fundraising Campaign Plan 1. Set goals for how much to raise in the first 30 days. 2. Pick a social platform and build an audience. 3. Test the messages and see what resonates with the audience. 4. Create a fundraising offer (one-time gift + monthly gift). 5. Launch the TEST campaign and raise “seed” money for future campaigns. 6. Build an evergreen campaign with the assets we’ve made and audience we’ve attracted. Take the afternoon off. Rest, relax, and get ready for the craziness that will happen in the next part of the week.

Day 3 Goal time! Today, I’m going to work with the nonprofit to stretch their expectations for the first month of fundraising but still remain realistic. We’ll make sure to reflect back on these goals DAILY to measure our success.

Goals For First 30 Days Of Online Fundraising w 10 monthly donors ($50/month)

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w 100 individual donors (average gift of $50) w 30 day total = $5,500 w Monthly recurring revenue of $500/month (This is where the gold is!) We are going to cap our fundraising (marketing and advertising expenses) to just $500 for the first month. The truth is that it takes money to make money. Many nonprofits have a scarcity-based mindset (and budget). The rest of the day will be spent talking to staff members about the goals and discussing how they feel about the fundraising targets.

Day 4 Time to lay the foundation for building an online audience. I’m going to use social posting and Live videos on Facebook to get the attention of people who care about the mission of the nonprofit organization. Facebook is the ideal platform for this type of attentionbased audience building. Spend time brainstorming with the nonprofit staff member about four categories of messages we can create on Facebook. On the same Google Doc as before, list the categories and all the ideas. We won’t finish until we have at least five ideas under each category that relate to the solution the nonprofit provides or the problems faced by the people they serve.

Myths: These are ideas that are misunderstood or wrong or might be barriers for people to give to the mission. As we receive feedback from our audience, we will keep this category updated (especially with reasons they may have to not be involved or to give a gift).

Aha Moments: Create a list of moments when the staff members or people they know had epiphanies about why the cause is so important. Make sure to record as much detail with these stories as possible. Details make the story richer and will lead our audience to feel all the same emotions as the person who originally had the epiphany,

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increasing the likelihood that they will have the same belief-changing moment.

“Kinda Like” Bridges: Some nonprofits’ missions are about curing serious diseases or addressing complex social issues, or they involve very technical explanation. We need to be able to communicate the mission quickly and be understood, so coming up with a bunch of “kinda like” analogies for the problem we solve is a must. We will be creative and resist the urge to go too deep.

Distinctives: List the special or unique benefits or focuses of the nonprofit’s mission. It’s okay for us to throw rocks here. We’ll think of all the benefits that wouldn’t happen anymore if the nonprofit disappeared overnight, and we’ll call them out in these posts. Phewww! That is tons of work, but now we’ve got all the content ideas for next week’s social posts and live videos.

Day 5 Although Facebook changes in early 2018 somewhat decreased organic reach on pages, they still represent a great place to build an audience. I’m planning to use Live videos with really engaging content to get attention and spread the nonprofit’s messages and to find likeminded people. Another amazing way to build a qualified audience for future fundraising is through Video View audiences, which we can create in Facebook’s Ads Manager. We are going to spend today setting up a Facebook page for the nonprofit. I’m going to take the rest of the day to write a welcome message on the new page as well as to install a Messenger chatbot on the page. (ManyChat gives me FREE access) with a welcome message. I’ll add a chatbot opt-in so we can send broadcast messages to users about upcoming Live videos. It is also important to ask new chatbot subscribers for their email addresses. I’ll set up a new list in Actionetics and

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integrate the chatbot so we can add the subscriber’s email address into ClickFunnels’ email autoresponder.

Days 6–7 It’s “Dadurday” and church for me and my family on the weekend.

Day 8 Today, I’m going to train two of the nonprofit staff members on how to post socially on their personal Facebook profiles. We are going to start with personal posting, because this nonprofit has no presence online. Leveraging the personal social network of staff is a way to accelerate the online audience building for the nonprofit. We are going to take eight of the content ideas (two from each category) and create an outline for each post in the shared Google Doc. Each post will have a strong call to action to join the nonprofit’s NEW Facebook page. They will share two posts a day each for the rest of the week, with the purpose of growing the new page’s reach. I’m also going to work with them to create a private message (PM) they can send to their full Friend list to ask them to visit the new page and give it a Like. It’s totally reasonable to expect about 100 page Likes after the leveraged PMs and profile posts. Most nonprofits get caught up in vanity metrics on Facebook and obsess over Likes. For the online audience building, I’m going to focus on getting page Likes from people who really care about the mission (or people who work there) or have engaged with the page content by watching a video, sharing content, or commenting on a post. With this high-quality list of Likes, we can use the Boost Post feature to expand our reach to people we actually want to get our message in front of.

Days 9–14 (Yes, Even the Weekend) Each day, a nonprofit staff member will do a Facebook Live from the page. It will be a 10- to 15-minute broadcast about one of the most engaging content types we brainstormed on Day 4.

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Online Fundraising Rule #1: People give to people. I’m going to coach the staff member who has the best rapport and most senior position to do all the Live videos. They need to be the Attractive Character that Russell talks about in all his trainings and books. They need to connect with the audience and be an advocate that establishes trust and leads people to take action. Each video will be based on unique content—from one of the four categories, or perhaps an interview or interactive theme—but will have a similar format. Here are some other things I will keep in mind. 1. Schedule at least four Live video reminders on the page before I do the video. 2. I will start the video right away and not wait around for people to join. Facebook will promote the video for about 24 hours, and most people will watch the replay. 3. I’ll ask for engagement and feedback often. 4. Every five minutes, I’ll ask the viewers to SHARE the video so their Facebook friends can watch, too. 5. At the end of the video, I’ll take a minute to tease the next day’s video and remind viewers to Like the page and turn on notifications so they don’t miss any future videos. 6. Finally, I’ll tell viewers to make contact in Messenger if they have questions or want more information about anything that is being shared. I’m going to regularly analyze the videos for a few key metrics. w Views (after 24 hours) w Engagement (Likes, Comments, Shares) w Minutes of video watched) If a video gets very little response, then that could mean its message didn’t resonate with the audience. If a video BLOWS UP, then I’ll make sure to record more videos like it and take note of the topic, because it will help me next week when I work to create a fundraising

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offer that people will respond to. Every time someone engages with a video, I’m going to manually invite them to Like the nonprofit’s page. The goal is to get 200–300 views for each video and, by the end of the six days of live video, to have about 300 page Likes.

Day 15 I’m going to start the day by opening the Facebook Ads Manager for the nonprofit’s page and building a custom audience based on 50% video views. (I can make an audience of people who viewed certain videos on a page for a certain amount of time.) The target is to see an audience size of at least 400. If we aren’t there yet, then they need to do a few more days of videos OR boost the post with the Connections feature (friends of people who Like this page) and spend only $10 to get about 200–400 views. Once I have 400 in the custom Video View audience, I will create a Lookalike Audience (1% with geographic boundaries set to either state or country) of at least 100,000. Wow—imagine the impact of being able to reach an audience of 100,000 like-minded people with this nonprofit’s message in just 14 days of effort. Crazy! With this in place, I’m almost ready to roll out the first campaign. But first I need… w Money for advertising w A fundraising offer w A way for donors to give online The afternoon will be spent studying the people who engaged with the videos and cross-referencing that list with prior donors. The goal is to find past donors (at least five) who have actively engaged with the online videos and to share with them our goal of raising $5,000 in the next two weeks with an online campaign. If I couldn’t find any overlap with these two groups, I would ask five of the nonprofit’s offline donors who are most likely to give.

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The script is simple. Share with them the 30-day goal of $5,500 in online donations and finish with: “Can you help us get started toward that goal today with a gift of $100 or a monthly commitment of $50?” At the conclusion of the call, I will THANK THEM and ask them if they would consider being a guest on a Facebook Live video this week. I will get at least two donor interviews. Asking in person is best, but over the phone can work as well. A 20% conversion rate on the initial ask would be considered successful. I now have at least $100 to use for launching the initial fundraising campaign.

Days 16–18 I would start scheduling the donor interview Facebook Live videos ASAP. It is important for the donors to share the emotional reasons why they gave money as well as the practical outcomes that happened because of the gift. These videos are amazing social proof, so I’ll make sure I save them, because I’ll definitely be using them lots in the future. During the live video interviews, I will make sure to promote the upcoming fundraising campaign. The remainder of the three days will be for crafting the fundraising offer, the ask or appeal that we will use to raise the money for our goal. I know that the offer is the key to effectively fundraising, and it is even more important when raising money online. It can’t be rushed and often needs to be tested extensively and tuned regularly. However, once it is perfected for the audience it is presented to, it can EXPLODE and make a nonprofit a lot of money. That’s my goal, so I’m going to spend the rest of the week on it.

4 Keys To A Compelling Fundraising Offer 1. A donor-sized problem (EX: we can’t solve world hunger, BUT we can feed one child today) 2. A price point that makes sense to solve that problem 3. A reason to give NOW (natural urgency is best)

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4. A thank-you that gives them a CAPE (I got this concept from Kaelin Poulin’s presentation “The Identity Shift” at Funnel Hacking LIVE 2018. Superheroes wear capes when they are saving the world, and fundraiser organizers need to remind donors of their new identities as heroes to the nonprofit and the cause they serve by giving their money.) The last point to consider with the fundraising offer is the hook and story I will use to emotionally connect the audience to the offer. I’ve had the nonprofit test the stories and messages with the Live videos, so now is the time to study the results and find the BEST story that will draw out emotion, create belief, and connect the audience to the solution that the nonprofit creates, then move them to join by giving a donation. I’ll make a list and write pros and cons of each story as well as the engagement metrics. Getting multiple perspectives is helpful, so I’ll be sure to have an all-staff meeting to get feedback on both the offer and the story. By the end of Day 18, we’ll have an offer built, along with a story and hook. The offer will have two parts: a one-time gift option of $100 (we need to be specific on an exact donation amount) and a monthly gift amount of $50.

Day 19 Time to build the donation page and make sure all the tech will work for the campaign we will launch next week. Today will be spent in ClickFunnels, so I need to do the following: w Set up the landing page where the donors will be able to give. w Build a thank-you page (with a prominent SHARE button linking to the donation page so donors can tell their friends that they gave). w Write two email sequences that both last five days (one email per day).

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I’ll use one of the donor interview videos on the donation page along with very strong copy that clearly describes the problem, the nonprofit’s specific solution, and the outcomes when a gift is given AND not given. (We need to remind donors of the negative consequences of not taking action immediately.) I use radio buttons for each giving option and always include the FEWEST possible form fields. (I don’t ask for a phone number.) Email Sequence #1 is for donors who give to the one-time gift option, and its goal is to thank them, demonstrate the benefit of the gift, and present the monthly giving option as a great next step. Email Sequence #2 is for donors who gave with the monthly option. It will thank them and report on the benefits to the cause because of their gift. Use the other donor interview video in the emails to confirm in the mind of the donor that their gift was a great idea and is beneficial. Donation webpages are unique in many ways and are very important to the success of the campaign. Adding the Facebook pixel to the ClickFunnels donation page is important so we can track who has visited it.

Days 20–21 Time to get some rest and relaxation before the campaign kicks off.

Day 22 I’m going to kick the week off with a one-hour meeting to help the staff understand the promotion plan for the campaign launch this week. They’ll spend the remainder of the day working on content for the campaign. All the content should create an emotional link between the audience and the benefit being created with the money we will raise. The call to action (CTA) will be to visit the Facebook page or the donation page. w Personal profile posts (daily for four days for each staff member—we gotta leverage their friendships to get online donations)

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w Page posts (daily for six days) w Live videos (Time to make the BEST live videos of the month. We’ll use lots of stories, be in different locations, do interviews, and give updates often about the progress toward the goal.) w Messenger broadcasts (four) w Email broadcasts (four) I’ll work with the staff to schedule these content items over the next six days of the campaign. I’ll make sure to do last-minute tech checkups to make the sure the donation page works, the payment processor is hooked up, and emails are ready to send.

Days 23–25 On these days, we will work hard to organically get attention and raise money with the social posting. We’ll have to make sure to keep someone ready to take phone calls or answer Facebook Messenger questions in case a prospective donor contacts us. The first few days of the campaign are to get MOMENTUM. When we have an initial amount of money raised, I know it will be easier to create advertising that will get noticed and that people will want to be involved in. I would expect that we have at least 25 gifts of $100 by now, for a total of $2,500.

Day 26 The last few days of the campaign, we are going to leverage the MOMENTUM by sharing how close we are to our goal and the amount we need over the next two days. Doing it this way means that we raise the initial amount of the campaign from the most loyal donors and then use that result to encourage the less-qualified segment of the audience to give a gift to “put us over the goal.” Today, I’m going to create a video ad (edited from the best Facebook Live videos we’ve done) that tells the story of the nonprofit’s cause and presents the offer.

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In addition to running a video ad, I’ll also use the Boost Post ad feature and pick three different audiences to advertise to. a. Facebook fans and their friends b. Custom Video View audience c. Lookalike audience I created the last one on Day 15 to pay for the most popular two campaign Live videos to be shown to those audiences we created using our social video strategy. The major advantage of my social audience strategy is that I didn’t have to guess at demographic or interest targeting and waste time and money while building an audience to advertise to. Instead, I built an attention-based audience using Facebook’s social tools and, because of that, I can guarantee an advertising audience of at least 100,000 all the way to 1 million that will actually care about this small nonprofit’s fundraising offer…although they don’t even have a website yet. Over the next few days, I’ll spend the $100 the nonprofit dedicated to advertising from the initial gifts made on Day 15.

Days 27–28 On these days, I’ll watch the ad spend, give updates on totals, and make repeated calls to action to visit the donation page and give. I’ll remind the nonprofit staff to promote WAY MORE than they think is necessary. Most nonprofits get shy and don’t want to “bother” people, but the truth is that it takes many communication points to be heard among the noise of social media. Not promoting hard enough or giving up too easily are common traits among nonprofits, so I won’t let that happen to us. Instead, we will make another video, send another email, write another post, and make strong calls to action to give and make a difference so we can reach the goal.

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Day 29 Whew! The campaign is done and we exceeded the goal. Time to dance around and get excited for all the good that money will do for the nonprofit’s cause! With a social audience of 100,000, it is easy to raise money fast. The reason most nonprofits fail with online fundraising is that they don’t have a large or loyal online audience, and their technology is old or not optimized for seamless online transactions. My strategy provided the opportunity for this nonprofit to get their message in front of thousands of like-minded individuals and used the cuttingedge technology of ClickFunnels, the world’s premier online sales and marketing software, to make it easy to do (no coders, developers, or computer wizards needed). Even though the campaign is done, the nonprofit’s job is not over yet. I’ll get them to spend the next two days sending personal emails and messages to thank donors who gave and begin to sow the seeds for the next campaign.

Day 30 With the success of the online campaign, it’s time to make this fundraising offer “evergreen” with ads that run over the next 30 days, so the automated donor funnel will continue to build trust, change beliefs, and lead people to become donors. By knowing the key metrics of the initial campaign, it is much easier to convince the nonprofit to spend $500–$1,000/month for advertising when they’ve already seen the same online fundraising funnel create over $5,000 in revenue! I’ll keep a careful watch over the automated campaign and make sure it remains a donor-acquiring cash machine for months to come.

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Final THoughts After a nonprofit launches their first profitable online fundraising campaign, it is so much easier to show them the power of donor funnels to acquire new givers. The amazing thing is that donor funnels also help to increase the average amount given per gift and increase the frequency of giving (especially when you include a monthly giving option).

RESOURCES w Actionetics (clickfunnels.com/ actionetics) w Facebook Ads Manager

w Google Docs w ManyChat (manychat.com) w Messenger bots

w Facebook Boost Post w Facebook Live w Facebook Messenger

w Online Donations (onlinedonations.us)

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Chapter 11

Service Packages Via LinkedIn by Rachel Pedersen

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Rachel Pedersen

Marketing Consultant and Founder/ CEO of Social Media United Digital Marketing / Social Media RachelPedersen.com Rachel Pedersen is the founder and CEO of the social media agency SocialWorks Digital, and Social Media United - teaching others how grow personal brands and retain clients. Rachel is the symbol of freedom, determination, passion for life and business; making an impact by changing lives of those around her and showing anyone and everyone that they can reach new heights they never thought possible. Rachel has helped 100’s of individuals world-

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wide change the trajectory of their lives by finding freedom from a 9-5 job. In just over 2 years Rachel has gone viral reaching 11.3 million, being featured in Glamour, TODAY, Cosmopolitan and US Weekly. Rachel has taken her clients from $4k months to $7k days, with a 3-22x ROAS. She has worked with Fortune 500 influencers, celebrities and clients. She has gone from a single Minnesota mom, to one of the top social media marketers worldwide.

Day 1 Day 1. Ground zero. Ready for what I’m going to do today? It’s going to shock you…it might be a little unconventional. I’m going to bawl my frickin’ face off, write in my journal, and drown my sorrows in chocolate ice cream. What? You thought I was going to conquer the world today? I just lost everything! I’m a human, not a robot. Having painstakingly built businesses, a reputation, a following, and financial security—all the while sacrificing sleep and convenience and giving it 110% for YEARS—only to have it all ripped away in a moment for reasons unexplained to me? I’m absolutely devastated and need a moment to process the overwhelm AND to mourn the loss of what could have been. But I better get a good night’s sleep. World domination begins tomorrow.

Day 2 Silence the noise and pressure. No one thrives when the weight of the world (such as debt) is on their shoulders. It’s essential right now to silence my phone, ignore emails from debt collectors, and focus on

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the next 30 days. What happens in the next 30 days will remove the noise and pressure long-term, but first I need to put on my oxygen mask and help myself. In order to have some capital, I would go on a selling platform (such as Facebook Marketplace or Craigslist) and sell random items from around my house. This entire day is dedicated to generating capital. If I can make $1,000 today, I can breathe.

Day 3 Since I’m starting from scratch, I get to decide what industry/ niche/focus I’m going to go into. My expertise and skill lie in being a social media manager and Facebook ads manager, so I’m going to focus on the skills I know I can get the fastest results with. Hands-down: lead generation for coaches, courses, and email list growth. Make it rain leads—and fast!

Day 4 Time to create my social media profiles, all created around my name (as a personal brand) since it’s the quickest way to build an Attractive Character and magnetize people. The easiest way to set up a website is through ClickFunnels, so I’m going to create a simple website that I’ll add to later on. To determine my branding, I’m going to use Pinterest wedding palettes and stick with that branding throughout my social media profiles and new ClickFunnels website.

Day 5 The main social media platforms I’m going to focus on for the 30day build are Facebook and LinkedIn. The rest are great, but I’m going to focus on where I know I’ll get the best bang for my buck…err…time. If you don’t have the money, you’d better have the time! Making sure to Facebook pixel my new website so I can remarket to any visitors, I’m plastering the link everywhere—on my LinkedIn

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bio, on the bios and link spots on Facebook (both my profile and my page)—I want everyone to visit it. While I don’t have huge wins on my website yet, I can share what expertise I do have and tell a story.

Day 6 Heading over to LinkedIn, I need to optimize my bio. I want every visitor to have NO question what my focus is—I generate leads—and they need to know how that can benefit them. After optimizing my bio, I’d connect with hundreds of CEOs, founders, owners, presidents, and partners of companies in industries that want to generate leads for their business. Connect, connect, connect until my fingers are absolutely numb.

Day 7 Once hundreds of connections accept the request, it’s time for outreach. I’m going to send a message to each of the new connections with intention, sharing how I can generate leads for them and set up a strategy that brings leads to their business every single day. I want to help them with a strategy call for FREE—they’ll walk away with a strategy customized for their business. And I’m not going to charge a single dollar.

Day 8 Awesome! I got several bites overnight while I slept. (Although, let’s be real—I didn’t sleep. I kept connecting and sending messages on LinkedIn.) I’ve gotta get them on a call, and I’m going to give them one hour of valuable strategy. It’s going to intentionally be my BEST strategies, because I know that after that call, they’ll need support. Days 6–8 will be a small investment of time that I’ll repeat every single day AT LEAST until Day 22.

Day 9 Send over the full strategy report, in exchange for a testimonial

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and reduced monthly fee for support in implementing the proposed strategies. The power is in the testimonials; the reduced monthly fee is just to get some cash flow and momentum happening.

Day 10 Today, I need to add the testimonials into my ClickFunnels website. A photo-and-text-based testimonial is helpful—video testimonials are even better.

Day 11 On the ClickFunnels website I’m building (which by the way is just a one-pager to get started), I’m going to add a scheduler. After evaluating my current cash-flow situation, I have to decide between Calendly (which is free and sufficient but not amazing for advanced options) and ScheduleOnce or Acuity. (Acuity is amazing for adding in the next step, which I will add in the next few days.) Yes, Acuity sounds perfect. I’ll embed it into the pop-up page that appears when people click the button with the CTA. Easy peasy.

Day 12 On both my Facebook page and profile, I’m committing to going live every single day, sharing value and AWESOME strategies that can be implemented to generate leads. At the end of each Live, I’ll say, “If you want to learn more about effective strategies to generate leads for your business, click the link above to set up a fifteen-minute call.” Of course, the link goes to my awesome ClickFunnels one-page website, which now has a calendar they can use to set up a call. I won’t forget the CTA—value is great, but without a CTA I can’t become a profitable revenue-generating machine by Day 30.

Day 13 The Facebook Live videos on my page aren’t getting any views, which means they aren’t doing anything. (This is pretty normal for a

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new Facebook page, or any new social profile.) Using Facebook Ads, I set up Video View ads to get my ideal prospective clients to watch my Lives. I’m targeting CEOs, founders, presidents, and small business owners for these videos.

Day 14 Today is all about community. I’m going to go into large existing communities (on Facebook) and share long-form value posts with instantly implementable steps. After this happens, people will engage with the posts, which allows me to Friend them and send them a message. This is NOT a pitch. It’s just networking. A pitch on a platform that is highly personal will instantly repel people. Also, more people will see my future Lives on my personal profile when my friend base on Facebook is larger. Score!

Day 15 Using Facebook Ads, I’m going to retarget the video views from all my live videos. The goal is to send them to my ClickFunnels onepage website. It’s hard to spend money, but I have to remember that I generated $1,000 on Day 2 for this purpose. If I can get one client within the first $1,000 in ad spend, I’ll break even by month one. “The business that can spend the most to acquire a customer wins.” (This is an awesome quote by Dan Kennedy that was a favorite of Russell Brunson’s.)

Day 16 Continuing to secure calls for strategy, I reorganize my website with the best testimonials I’ve gotten so far. However, the “free” game ends now. It’s time to charge for strategy calls. I will update my Acuity scheduler to reflect this and add two options: w Qualification Call (note the flip in confidence): 15 minutes, FREE

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w Full Business Strategy Call: 60 minutes, $500

Day 17 Now the goal is to either get people to get on a qualification call or a full strategy call. The leads who set up a full strategy call will be upsold into a full package for between $1,000 and $2,000 per month. The irresistible offer is that they get 50% off their first month.

Day 18 Today, I’m going to repeat this process. I’ll be at $5,000 per month with at least five clients in the next few days. Once I hit five clients @ $1,000+ per month, time to raise the prices for my first few clients.

Day 19 Hitting a $5,000 month is something that most people only DREAM of being able to do in less than 30 days. It’s powerful enough to replace a 9–5, give freedom, and pay off debt. I am going to pivot today and start to build my own platform. I’d use a Facebook Group and invite people I’ve Friended over the last 19 days via a personal message.

Day 20 Keep repeating the steps from Days 6–8 but begin sharing with people how I secured five clients in less than a month using social media and my expert lead-generation strategies.

Day 21 Create a 100% passive product to teach people how I achieved a $5,000 month from the leads I generated. It can be simple and small—$19—a price that is a no-brainer for anyone who wants to get similar results. I’m sharing it with my newly growing audiences on Facebook and LinkedIn, and in my Facebook community. If I can get ONE sale, I can get a thousand.

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Day 22 I’m going to study the value ladder provided in DotComSecrets and learn exactly what the next logical step is and how I can give people more of what they want in a bigger product/course.

Day 23 Today, I’m gonna hit the LinkedIn lead-generation process (in my old business, it was called “10 Days to $1K”) hard and turn up my ad spend on the videos I’m doing live, plus the retargeting campaigns. I know that once I hit the $10,000 month, the world will be my oyster.

Day 24 Based on the value ladder I’ve created, I’m putting together the outline for my new course and seeding my following with excitement about it. Thankfully, I know that I can create a course overnight, and that’s what today is all about—recording the content and organizing it within ClickFunnels using the membership site template. They’re gonna love it.

Day 25 Time to put 10 beta testers through my program at a cost that’s a nobrainer. It’ll normally be $497 or so, but the first 10 people to sign up will get to join for just $97, or $197 with a weekly group coaching call. This is, of course, in exchange for a testimonial video.

Day 26 Get the initial feedback from the beta testers (while this is valuable, the testimonials of their own results are more powerful) and create a sales page for the course. This will be created with ClickFunnels templates for sales pages, since I know it’ll shortcut the time I need to spend wireframing a sales page. (I don’t build the prettiest funnels, but they convert and do the job.)

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Day 27 At this point, I’m getting close to a $10K month, and it’s time to bring on a part-time virtual assistant (just a few hours a week) to handle emails and schedule content on social media. This will free up some of my time so I can work ON my business in a bigger way. Oh, you thought that I wasn’t putting in 80-hour+ weeks? Ha ha, no way. I’m working 80+ every single week because I’m still FIGHTING for survival…but the end is in sight.

Day 28 Today is all about promotion. I need everyone to see my face, hear my voice, and know my name. I am going to pitch every single podcast in the categories my ideal person might listen to. My goal is to book 50+ podcasts so that I can quickly build back my influence and platform.

Day 29 Time to create my Dream 100, people who are one or two steps ahead of me in business. I want to make them affiliates/joint venture partners of my new course. I’ll share 50% of the revenue in exchange for their promotion.

Day 30 Today is a good day. It’s the day I can pay the minimum balances on all bills and double down my efforts through the leveraged systems I’ve built over the past 30 days. Around Day 30 is when I anticipate hitting a $10,000 month—then I’m on to $20,000 months!

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Final THoughts Wow. It was an intense 30 days, but I’ve been through it before. The biggest thing to remember is that this short-term, intentional sprint can literally save your butt and change the way you see everything in life. If you’re reading this thinking, That’s not replicable, Rachel, just go ask the people I’ve helped to do the same thing. It’s 110% possible, so now go take action!

RESOURCES w Acuity

w Facebook Ads Manager

(acuityscheduling.com) w Calendly (calendly.com)

w Facebook Live w Facebook Marketplace

w Craigslist

w Pinterest

(craigslist.org) w DotComSecrets by

(pinterest.com) w ScheduleOnce

Russell Brunson

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(scheduleonce.com)

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Chapter 12

Sell Funnels On Instagram by Jeremy McGilvrey

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Jeremy McGilvrey

Owner Instagram Expert IGBook.com Jeremy McGilvrey has completely disrupted the marketing industry with his seemingly magical ability to help entrepreneurs QUICKLY flood their websites, landing pages and offers with massive amounts of cheap and targeted prospects that easily convert into leads, sales and profit. Using Jeremy’s innovative techniques, startups as well as established business owners are able to generate an endless flood of warm, cheap and targeted leads ON DEMAND. McGilvrey uses what he calls,

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“word of mouth marketing on steroids” to make cold traffic a thing of the past. The warm traffic generated by McGilvrey’s new methods and techniques are exponentially easier to turn into both leads and sales. The Huffington Post has called McGilvrey a “brilliant entrepreneur,” but he didn’t earn that type of praise over night. It took years of pain, suffering and frustration for Jeremy to get where he is today, and now it’s his mission to help other entrepreneurs completely bypass the struggles he endured and to help them create massive success online in record time.

Losing it all? No big deal. I’ve lost it all before. In 2009, I went from a net worth of $10 million and managing half a BILLION (with a B) dollars in assets to a 40-year prison sentence due to financial improprieties that took place at my wealth management firm. (Thankfully, a miracle took place and I was given a second chance.) So I have the unique perspective of having lived this before. The first time something horrible happens, we as humans have no idea how to handle it. The second time the same horrible thing happens, it may not hurt any less, but at least we have some idea about how to cope and move forward. Now, while someone who has never experienced this would more than likely spend Day 1 lying on the couch, stuffing their face with Ben and Jerry’s, and watching Hallmark movies or drinking Jack Daniels straight from the bottle, (and understandably so)… I would IMMEDIATELY jump into action.

Day 1 First, I would immediately turn off ALL notifications—email, Facebook, Instagram, you name it. I would not allow myself to get addict-

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ed to distractions. Jeff Hoffman invented the airport kiosks, and he’s famous for saying: “If it doesn’t have to do with airport kiosks, let’s chat in a year.” That would be the exact focus I’d have when turning a setback into a comeback. Next, I’d figure out EXACTLY how much money I’d need to generate over the next 30 days. (For this example, the goal is $10,000.) Once I had my financial goal, I would select a niche market or what I call an HCBA (hungry, capable, buying audience). Hungry means they have a big pain that needs to be solved, and capable means they have the money and WILLINGNESS to pay for a solution. Because of my vast marketing experience, I know there’s a TON of fitness professionals on Instagram (IG) who struggle to get leads and clients. I also know that these individuals have the money and desire to pay for a solution that will provide them with qualified leads on autopilot. After that, I would determine HOW I was going to make the $10,000 (including products, price points, and conversion numbers). A product I KNOW that can easily generate $5,000 to $10,000 in one month would be a done-for-you sales funnel that I could sell to fitness professionals to help them get leads and clients for their fitness coaching businesses. The GENIUS part of this strategy (I’m actually patting myself on the back right now and typing with one hand) is that the SALES FUNNEL I will use to generate leads for this NEW business is the SAME one I will sell to the fitness professionals. All I’ll have to do is customize the marketing message and email follow-up sequence to fit their business. This means I only have to build ONE funnel from scratch, and I can use it both as a means to generate leads AND as the product I will be selling. Finally, I would use what I’ve learned from Russell in DotComSecrets to determine and sketch out the EXACT funnel and email sequences I would need to pull this all off.

Day 2 In online marketing, the easiest and fastest way to make money is by SPENDING money on ads. My problem in this scenario is that

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I’m completely broke. That’s why I’d focus ALL of my energy on Instagram. When done right, you can get traffic, leads, and sales 100% FREE, which is pretty much impossible to do anywhere else. But it still requires hustle and thick skin. Here are my Day 2 steps: 1. Choose an Instagram username that lets my followers know EXACTLY WHO I am and WHAT I offer just by reading it. Something like FitnessFunnelPros (Funnels for Fitness Professionals). * Pro Tip: I would also go buy a website domain name, as similar to my IG username as possible. (I literally bought the domain FitnessFunnels.com while I was writing this.) 2. Set up an Instagram page that will resonate with my perfect prospects. This includes designing an eye-catching profile image and a bio that builds authority, creates curiosity, and makes them want to click the link at the bottom. I would also develop and deploy a highly engaging content strategy to make people feel like they are missing out by not following me to see what I post next. Here’s the 100% FREE and simple process I would use to create content for my page. First, I’d search the three websites listed below for high-quality, eye-catching fitness images. w FreeImages w Pexels w Unsplash Next, I’d upload the images I chose to Canva. In order to make the text POP, I would create a light black overlay to place on top of images. After that, I’d google “top fitness quotes” and then add the best ones as text to the images.

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Finally, I’d post 12 crystal-clear fitness quote images on my page with captions (text below the post) that expounded on the quotes and added value to my followers or potential followers. I’d also make a checklist that details all of the daily tasks I’ll need to do in order to quickly grow and monetize my page. Even though I have all of these Instagram growth hacks memorized, by writing everything down, I will make sure nothing gets left out from day to day, because things are going to be crazy. This checklist will also make a cool bonus I can add to my STACK when I start pitching my done-foryou funnels to fitness professionals.

Day 3 Nothing—and I mean NOTHING—I do in online business will matter unless I have a crystal-clear customer avatar. Knowing exactly WHO my customer is, what makes them “tick,” and the words and images that will capture their heart and captivate their mind is ultimately what will determine my success. People fail online because they think there is a magical marketing tactic that will create success for them. Truth is, the MAGIC is in the messaging. On Day 3, I would… 1. Create detailed demographic and psychographic profiles as well as document things such as which gurus my prospect follows online and what products or services they currently use. 2. Figure out what other solutions are currently being offered in this niche, to understand what may or may not be working for the competition and also to determine how I can uniquely position myself as the “logical” choice to do business with. 3. I would take everything that I learned in previous steps and use it to decide what JUICY BAIT I could use to attract my perfect prospect. 4. Because I have ZERO time to waste creating my own BAIT, I’d go to a private-label-rights (PLR) website like Master-ResaleRights (a site where you’re able to purchase the rights to highquality, ready-made content for less than $7 and use it however

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you choose). I’d borrow $7 from a friend (because I’m broke) to buy an e-book that would be irresistible to my perfect prospect. Once I start driving traffic to my IG page, I’ll use this e-book to get prospects to opt in to my funnel.

Day 4 Just because I have the same steps as a funnel that made the 2 Comma Club doesn’t mean my funnel will have that same level of success. Funnel architecture is FICTION; funnel messaging is FACT. Poor funnel design with compelling copy will beat amazing funnel design with crappy copy every time. That’s why Day 4 will be 100% dedicated to developing a laser-focused marketing message that will make attracting and converting my ideal clients easier than shooting fish in a barrel. Here’s what I’d do: 1. Craft a series of headlines and sub-headlines using psychological triggers like curiosity, urgency, scarcity, benefits, and proof. 2. Next, I would write a series of bullet points relating to the BAIT I selected on Day 3, in order to add value and create curiosity. (I will later use these things to craft a compelling argument around why people NEED to download and consume my BAIT.) 3. Look into my past and create a simple “hero’s journey” story I could use in my copy to create rapport with my prospect. Also, I’d search for other true stories, so I have examples not just pertaining to me. 4. I would compile everything in steps 1–3 into a swipe file that I can use when I’m building out my funnel.

Days 5–6 Now that the “facts” that make the funnel work are in place—customer avatar, copy, and BAIT—I’ll use ClickFunnels to build the funnel (including email sequences) for getting leads and making sales, and ALSO as the product I’m selling (done-for-you funnels). Here’s what the funnel will look like:

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The landing page would have a 100% FREE (private-label-right ebook) about how to get clients and leads for online fitness professionals. The thank-you page would have a short message from me acknowledging the last action they took and thanking them for downloading the e-book, and some copy designed to add perceived value and curiosity about the e-book and also to prescribe next steps. At the same time, they would start to get emails adding more value and creating rapport on an unadvertised bonus page. After a few days, they’d be sent to an application page to apply for a FREE strategy session with me. (This is where I’ll pitch them on the done-for-you funnel.) Next, there would be an application submitted page that acknowledges their past action and gives next steps. Finally, if their application is approved, they would be sent to a free online scheduler to set up a time for their strategy session.

Days 7–8 Even though the online marketing dream is to “make money while you sleep,” sitting back and waiting for my first sale to come in would be a MASSIVE mistake. This is why my #1 focus on Days 7 and 8 is to “pound the online pavement” and go GET my first sale instead of waiting for it to come to me. Here’s how. 1. I would find 50 Instagram pages owned by low-follower-based fitness influencers (10K–20K followers) and I’d direct message (DM) them to start a conversation. People with more followers

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will never see the message or won’t need what I’m selling. Based on our conversation (and what I learned from creating my customer avatar), I’d determine whether they would need or be interested in my done-for-you funnel. 2. Once I had qualified them as a potential buyer, I would use the strategy I read about in DotComSecrets. I’d say, “Listen, I built this awesome sales funnel for someone who was looking to get leads and clients for their fitness business using Instagram. I charged them $1,500 and they can’t make the second payment, but if you want it, I’ll sell you the funnel for $750 right now.” 3. It may take me throwing in some bonuses, hopping on a Skype call with them, or even making this pitch to several people if the first person doesn’t take the offer, but based on my sales and marketing experience, I know I can close at least ONE person out of the 50 I messaged. 4. BOOM! I’m no longer broke, and I did it without spending a single dollar. (I do have to pay my friend back the $7 I borrowed to buy the PLR e-book). The best part is, I have $743 for paid advertising. This will allow me to drive traffic into my funnel without having to go out and interact with my prospects one by one.

Day 9 On Day 9, I would quickly get to work on turning the $743 into $2,000. Now that I have a little cash and proof of concept, I’m going to raise the price of my done-for-you funnels from $750 to $1,000. I’m not going to stop the DM strategy (because when you’re doing something that works, you need to do MORE of it, not less) but I’d also use the $743 to buy Shoutouts from Instagram influencers. Without going into extreme detail, an IG Shoutout is like word-ofmouth marketing on steroids. Followers of FAMOUS Instagram pages already know, like, and trust these pages (and the people behind

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them). When these pages “shout you out,” it’s like a word-of-mouth recommendation from a trusted friend instead of interruption marketing like Facebook-sponsored ads. I would find Instagram pages where I believe my target audience hangs out and purchase Shoutouts from them. (There is an art and a science to negotiating and crafting powerful, PROFITABLE Shoutouts, but I don’t have enough room to go into detail on that here.) While it’s important for the Shoutouts to build my email list and get more people going through my funnel, the ONLY thing I really care about is earning more money to buy Shoutouts. Because of this, I’m not overly concerned with opt-in rates or other metrics just yet. If I get my $2,000 at the end, I win, no matter how few people actually opted in. Also, because it will take a person going through my funnel a few days to get to the application and Skype call, it may take until as far as Day 14 for a lead to get to the point where they’re ready to be sold. Between the DM strategy and Shoutouts, closing at LEAST two new clients at $1,000 in the next five days is very attainable. I could probably do more.

Days 10–11 By Day 10, the fitness funnel would be in somewhat of a “holding pattern,” because it takes around three days for leads to work their way through to the application and strategy session (sales call). Rather than taking a break, I would use this time to start a second revenue stream and to build out a similar strategy to the one I used in the fitness professional niche, in a different yet powerful niche on Instagram: motivation and goal setting. Some people might argue that I should use this time to build out the next step in my fitness funnel value ladder. I completely disagree. I do not believe in stacking a new funnel on top of another funnel that is not fully optimized. Because I have no choice but to wait for the data from the fitness funnel, building out something NEW and profitable is my best option. Here’s what I’d do:

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1. Set up a new Instagram page in the motivation niche. 2. Go to a private-label-rights website and buy a variety of highvalue e-books and video content, which I can bundle together as a free giveaway and a paid product. 3. Use ClickFunnels to build out the lead-generation funnel and offer the paid product on the thank-you page and also through email follow-ups. 4. Once the funnel and email sequences are built, I would run Shoutouts to this NEW funnel and start building my email list and getting sales in this new niche. Yep, that’s right—in just TWO days I’ve created a separate income stream (without creating my own products or promotional assets), which I can use to reinvest in my business. Here’s what that funnel would look like:

Day 12 Now that the front end of my motivation funnel is working, I want to make sure that I nurture my list and maximize profits on the back end. To do this, I’ll find great free content by googling phrases like

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“goal-setting tips” and “common entrepreneur mistakes.” This will give me content that will add value to my list, and I will then schedule it to go out as an email broadcast two or three times each week (making sure to credit the source). Then what I’d do is go to ClickBank and find relevant affiliate offers I could send to my list ONE time per week (after I’ve already sent the value emails for that week). I could set this up and schedule it out as far as I’d like (or have time for) on Day 12. After everything is in place, all I’d have to do is drive traffic into the front of my motivation funnel with Instagram influencer Shoutouts. This strategy should easily bring in $1,000 or more every 30 days. Note: I skipped the in-depth customer avatar work with this because many affiliate products, including PLR, already have the copy written for you. I could have done this for the fitness niche, but because I needed it to be a home run, I went the extra mile to get it right.

Day 13 As strange as it sounds, no good Instagram strategy is complete without a STRONG Facebook component. Where Instagram is more personal and great for establishing oneto-one relationships, Facebook is great for establishing a community around your BIG idea. So on Day 13, I’d create a Facebook Group where the fitness professionals on my email list could “hang out.” I would invite everybody on my email list to join this group. Aside from creating community, I would also highlight some of the more Instagram-famous people in the group. Not only would this inspire the newbies, it would also allow me to catch the attention of the fitness influencers who I may not have been able to reach through DM. People care MOST about themselves, so when they find out they are being featured in my group, that will be my foot in the door.

Days 14–20 The first two weeks of my 30-day comeback was all about quick-

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ly building systems I could use to generate leads, clients, and sales (money) as QUICKLY as possible. Days 14–20 are going to be completely dedicated to WORKING and refining the systems I put in place on Days 1–13. My Instagram tasks would include posting, sending, and replying to DMs and reaching out to Instagram influencers to negotiate Shoutout prices. On Facebook, I would post one value-based or conversation-starting post per day. I’d also continue to highlight other fitness pros who are on my list of potential done-for-you funnel clients. During this seven-day period, it would also be my goal to generate enough money for Shoutouts to enable me to spend as much money as possible during Days 22–28, to ensure I hit my $10,000 in 30 days goal. Warning: Before you seasoned marketers see my 65% opt-in rate and call “bullsh**t,” you have to remember that Shoutouts are wordof-mouth marketing (warm traffic) and NOT cold traffic like Facebook-sponsored ads. Because the distrust and skepticism levels of my traffic are lower, since I am getting a personal endorsement by an Instagram influencer, my opt-in rates are MUCH higher. Here’s how the numbers work out.

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Since most of my processes are automated, it would allow me time to focus on optimizing my funnels and email sequences for both the fitness and motivation niches. Also, I would use this time to perfect the sales pitch I use during my strategy sessions. Because I’ll be raising my prices, I’ll have to add in more value to justify the cost. This means creating an irresistible STACK, like Russell teaches in Expert Secrets.

Day 21 At first, making a TON of money online is really exciting. Quickly though, you come crashing back to Earth and are hit with the harsh reality that you actually have to FULFILL those orders. Because of this, the FIRST half of Day 21 would be dedicated to making sure that my new done-for-you funnel clients had everything they’d need to be successful and my motivation customers received everything they’d paid for. At this point, the NEED to hire somebody would become apparent, but because I don’t have time to look for or train anybody right now— I’m stuck doing EVERYTHING, even if it’s “below my pay grade.” The second half of the day would be focused on perfecting the scripts and presentation that I would use to close two new done-foryou funnel clients at $2,500 each over the next 10 days. In order to do this, I would use a modified version of the Perfect Webinar that Russell teaches in Expert Secrets, as well as create an even more valuable and an irresistible STACK (also taught in his book),

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which would be essential to me closing sales at this higher price point.

Days 22–28 “I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times.” — Bruce Lee Once you have a funnel that is “kinda” working, there is an irresistible temptation to move on to something new, or to build out the next stage of your value ladder and just let the funnel run, but in my experience you can lose out on insights and optimizations that can put your profits through the roof. That’s why in the last full week, I would repeat what I did in Days 14–20, but this time all of the funnels, systems, and processes would be much better optimized. This would allow me to either increase my Instagram influencer Shoutout spend even more because I would KNOW that the funnels work, or to spend the same amount of money but know that the return will be greater than before. In addition to continuing the Instagram and Facebook tasks that I listed on Days 14–20 (and have done every day since then), on Days 22– 28, I would run the next round of Shoutouts to drive MASSIVE traffic into my funnels. Keep in mind, at this point I would have roughly $4,800 to work with. Because my funnels and sales scripts are optimized, I’m going to invest $1,500 in Shoutouts, leaving me with $3,300. This means that this round of promotions needs to NET $6,700 to reach my goal of $10,000.

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Here are the numbers.

Between the $3,300 I had before, the $4,000 I netted from the last two done-for-you funnels I sold, and the $2,022 I netted from selling the motivation/goal-setting upsell, I would have a total of $9,322. Now you may be thinking, That’s not $10,000. And you’re right. BUT I’ve also been selling motivation and goal-setting affiliate products to my motivation email list, AND I still have two DAYS left to sell ONE more done-for-you funnel! My Secret Weapon: Inexperienced marketers are so focused on front-end sales conversions and creating a positive return on invest-

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ment right away, they forget about the long-term value of an email lead. After all of my Shoutouts, I quickly built a 4,000-person+ email list. Russell taught me that email leads should be worth a MINIMUM of $1 per person per month. That’s another reason why being $675 short of my goal on Day 29 doesn’t matter. Earning $675 in two days from a 4,000-person email list is easy. I could definitely earn that much from ONE subscriber, but if you do the math, it breaks down to just $.17 per person.

Day 29 The second-to-last day of my 30-day scramble would be 100% dedicated to making that LAST done-for-you funnel sale that would push me over the top to reaching my $10,000 goal. I would go HARD on DMs, sending email blasts with heavy urgency and scarcity to my list, as well as leveraging my Facebook Group. To make sure that I was using REAL urgency and scarcity, I would let everybody know that after MIDNIGHT, the price for my done-for-you funnels would be going up to $10,000 each, and they would have the rest of that day to get in at $2,500 before that offer went away forever. In my experience, this kind of REAL scarcity and urgency ALWAYS generates sales (sometimes MASSIVE AMOUNTS), so on Day 29, selling my last done-for-you funnel is inevitable.

Day 30 On Day 30, I would begin work on the next step in my value ladder. On Day 29, when I told my online community I was raising my donefor-you sales funnel price to $10,000 each, it wasn’t because I want to build $10,000 funnels for clients. Instead, it’s because the next rung on my value ladder would be a done-WITH-you funnel coaching program for which I’d charge $2,500. I would do this for two reasons. 1. As an entrepreneur, it’s always my goal to stay as close to the VISIONARY side of the business as possible. And as much as I love building funnels, I can’t focus on building my own business if I’m busy building someone else’s. At first, I would run the coaching

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program, which would help to leverage my time. But after that, I would hire and train a team member to do it and only make small “cameos” on the coaching calls. 2. In order to properly position the value of the done-with-you program, the done-for-you funnel needs to be significantly more expensive. Nobody would join the done-with-you program for $2,500 if they could get a done-FOR-you funnel for the same price. This next rung would allow me to generate (at least) another $10,000 over the NEXT 30 days but will require much less of my time.

Final THoughts I feel like it’s really important for me to point out that NOTHING I did to go from ZERO to $10K in 30 days was anything I invented or some shiny-object “ninja hack.” All I did was apply what I learned from the people who came before me and combined it with the natural laws of successful business—clear customer avatar, hungry buying audience, and fixing a painful need in the marketplace. Remember, there is no magical funnel structure in ClickFunnels or “easy button” inside of the Facebook Ads Manager that will suddenly cause millions of dollars to flood into your bank account. All you really need to do is find a teacher, follow the plan, don’t give up when things get tough, and realize that success can feel a lot like failure until that day when you pick your head up, look around, and realize you’re somewhere more amazing than you could ever have imagined.

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