Once you get clear on what you want as an entrepreneur, the rest is a lot of learnable formulas that you DO NOT have to be pro at...
Every once in a while when an interview is just so awesome, I ask:
“ Do you mind if I repost this on Sales Funnel Radio?”
... and usually, they're very excited about that.
This interview was with Marian Esanu from the High Ticket Client Acquisition podcast.
Sometimes the right questions get me to teach something in a way that I haven't taught before.
Shout out to you, Marian, this was a great interview.
I’ve pulled out the BEST bits where Marian asks me about what I look for when I am trying to decide what to sell.
We talk about the whole red ocean analytics thing, (which by the way is a huge focus of the last OfferMind).
The next OfferMind is coming up September 2nd-3rd.
They’ll be a bunch of really cool speakers coming in and Russell's keynoting.
But back to the formulas…
Marian asks me:
You have to understand like I can close my eyes, and I can see the whole formula…
It's all a big pattern to me.
I know the formulas that cause success at each part of the value ladder. I know the formulas before we even choose or start brainstorming an offer to promote.
That should be really encouraging to everybody because that's what I teach:
The offer is part of the sales message. The sales message is part of the offer. They're separate, but they're combined in their purpose. They're equal but different.
FINDING YOUR VOICE
Marian: What's your thought on somebody starting publishing for the first time? How do you find your voice?
Do you just talk about stuff that you're good at, even if you don't know if people are gonna respond to it? What do you think about that?
Steve: That is one of the most frequent questions. It’s also one of the questions where the answer is NOT inspiring.
We created this event called the Funnel Hackathon Event. We called it the FHAT event.
Russell's inner circle was there; these people were paying 25 - 50 grand to be in the room. The room was filled with very rich, very successful, smart people.
I had gone through the previous 12 years of Russell's content to organize it.
I thought through like, “Hey, in order to know this, you really need to do that. In order to know this, you really need to do that.”
… and I put it in a digestible way... and we launched the original Two Comma Club coaching program from that.
We decided to test the material against the inner circle, so it was a BIG event for me.
Russell was gonna teach, and so I was excited to see how he was gonna do it.
I was walking to the event room side-by-side with Russell, and he turns to me and goes, “Stephen, dude, do you want to introduce me on stage?”
Immediately, I was like, “No.”
I was so scared, like... there's no way.
I'm very formula oriented, and I was like, “What's the formula dude? What's the script? How do I MC? How do I bring somebody in?”
...and Russell starts laughing. He's like, “Dude, no wait, wait. Okay, settle down.” I was freaking out, so he took me back out of the room, and we went to this little side conference room.
Russell said:
“Stephen, I got to tell you something... It’s impressive how well you model me... that's very rare, but dude, it’s time for you to find your own voice. Stop asking how would Russell Brunson introduce somebody on stage. How would YOU introduce somebody on stage?”
I focus so much on modeling success, it sounds stupid saying it, but it was the first time in my life where I found my voice.
It was the first time in my life that Steve Larsen was born on stage.
I was already podcasting... because I was listening to what he was saying... but Steve Larsen started becoming born on my podcast. Around episode 70 or 80, I felt it….
I started doing it the way I would do it.
I feel like a lot of the model's we follow will get you to 80%.
They'll jumpstart you and help shortcut decades, lots of pain and money that you otherwise would have to spend, but eventually the whole find your voice thing, in my opinion, is very unteachable.
I believe that there are things in this business that we can design, but there are other things that we have to discover... and your voice is one of them.
So you can follow some scripts and blueprints for a while, and then after a while, it's like: “Okay, how would you say it? Just okay say it that way.”
Marian: Got it. So it's more like practice, practice, practice, and the...
