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Here's the Pattern I've Noticed 'the Greats' Following...
What's going on everyone. This is Steve Larsen, and you're listening to Sales Funnel Radio.
Announcer: Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business, using today's best internet sales funnels. And now, here's your host, Steve Larsen.
Steve Larsen: Hey, you guys, super excited for this episode here. I've got somewhat of a treat here. This is a little bit different. One of my buddies, Ben Willson, totally the man, been friends forever with him, actually made my first dollar online with him, while I was in college. He's the man. Anyway, he and I chat all the time, super good friends, and he had a question about content creation strategies and how to go about doing it in a way where it doesn't suck up your entire life. What I wanted to do is drop in a Vox conversation that we had about that very topic.
So what I'm going to do is I'm actually ... I have the Voxers right here, and I'm just going to drop them in right here, so you guys can hear them. It is a little bit long, but I think the strategies that I say in here should connect a lot of dots for people and help people understand more about how we can produce so much content in such a little amount of time. This is literally how I am doing it. There's more of this that I'm implementing personally, as well, my own processes.
Honestly, when you start looking at about how all the gurus actually create so much stuff, most of them are doing variations of this, if not this exact same thing. So let me go ahead and go over to the episode here, and please let me know if you enjoyed this, and give a shout out to Ben Willson for asking the question and sucking this information out of me, because sometimes I don't realize some of the things I'm doing. I'm just doing them. You know what I mean? So this was helpful.
Ben Wilson: What am I doing? What am I doing? How should I say this. I spent eight months creating my first info product before I ever sold any of it. You know that I mean? Eight months, and it sucked, and I thought I was doing it the right way, but it was the total wrong way, because I still had not hung around Russell to realize what he actually was doing. Now, though, I know exactly how he does it, which is awesome.
The way he pumps out so many freaking products ... because he has a hold. I mean, granted he's got a graphics guy. He's got a video guy. He's got a Facebook guy. He's got this. He's got this, whatever, but he's still the main creative, you know? He is. He's still the main innovator of products there.
What I've noticed, watching him, is that ... so I spent eight months creating that first product, and no one bought it for months after it was done. Instead, and this is the scariest thing on the planet, but it is ... How should I say this? Dude, he sells stuff before he ever, ever starts creating it, and it's the way he rolls it out, and he pre-frames it with everybody, so they know that it's not ready.
He says, "Hey, look," two weeks from the time that it starts ... I'm sure that, I've talked about this on my podcast before, so you're probably like... That's how, though, like "Hey, it starts in two weeks. Part of the early bird pricing is we're going to give a little price drop as a thank you. It's $9.97 to join."
Then one week out, "Hey, it's one week away, $9.97 to join, early bird pricing." Then on the actual day, "Hey, guess what? It's actually, opened today, but we're still accepting the early bird pricing deal," right? Then a week after you've opened the cart. "Hey, good news. You guys don't have to wait like everyone else did. You can get started right now, for just $9.97."
Same thing two weeks in. "You don't need to start. There's already two modules that are already done in there for you." But really, what you're doing is, so that's the surface level that everybody sees but what you're actually doing and this is how I build Secrets Masterclass what you're actually doing is you put an ask campaign onto every single module, so you know at least what the models are gonna be but they're not created yet.
So on every single module you have an ask campaign. So let's say the first module was about how to drive Facebook ads and module number two is about how to talk to people on the phone, I don't know I'm just making stuff up. Let's say module number three is about whatever. You would go and you would say, "Okay, I'm so excited for this module with you guys." Sorry, "So excited for this module with you guys." Module number one's going to be all about Facebook ads just so I make sure I've got the content correctly, addressing your needs. What is your number one question or challenge about Facebook ads right now?
And they're, when they go through and answer it they're giving the freaking content that they're asking you to create. It's funny because I usually go way past what they're expecting, way overboard. I have totally done that on this [inaudible 00:05:17] products thing. 100%, you know what I mean? Because I'm building stuff that they didn't even know existed, which is fine 'cause I'm going to use it in other areas, but I won't probably sell it like this in the future. Anyway, so that's one way as far as rolling out courses and you probably, I mean you probably know that, I'm sure.
Here's another way, I'm just going off the top of my head, like here's several ways of repurposing content like an absolute beast. So we'll have, do you know the difference between, this is also one of the major keys, it's the difference between an opportunity switch and an opportunity stack. If you, I know you've read "Extra Secrets" but, when it's an opportunity stack, those are way easier than opportunity switches, with an opportunity stack and we're just doing like one off sales when they're, "Hey we should sell this," but it's not like a continuity, it's not like easily continuity based thing like, Funnel Immersion, do you remember that?
I don't know if you ever saw that but Funnel Immersion was like the back archives of all the treatings he had done for his inner circle. So like 300 bucks. It was amazing.
And on day two it was like $400 for the same content. On the third day it was $500 for the exact same content because on the fourth day it closed out and you still can't buy it. If you go to Funnelimmersion.com you still can't buy it but what it did is it let us create a product. Sorry. It let us create a product and get paid for the creation of the product. Okay he doesn't like to create content without getting paid for it.
So he always sells it first and then he goes out and he creates the content second. So it's the same kind of thing so all he did was he had these pre-created things and all I did was I aggregated them and we sold it, it made 300 grand in like three days it was ridiculous and we closed it out but now what we know is that that offers awesome. So it becomes a very easy upsell in other funnels. So, I can't remember which funnels I'm part of right now, but you can't buy it on the open web, which is awesome because it's let us say in the pitch now, on the first OTO, "Hey this is literally not available o...
