Intro[Upbeat Intro Music]00:09 Topher: I’ve spent the last 12 years building websites for people that looked great, but didn’t sell. That changes today as I take you on my journey learning from the best sales and marketing people in the world. I’m Topher Fangio, and this is the How 2 Funnel Podcast.[Music Fades Out]00:25 Topher: What's up everybody. Topher here from How 2 Funnel. Today talking about the One Funnel Away Challenge, Mission One. Which we are starting out this week, so last week was all the pre training. Today is the actual first mission and I'm super excited.Today and this whole week is actually about offer hacking and today specifically is about getting ideas. Like where do you get ideas from. And the videos today were really great. I'm excited about this because it really takes you from having nothing to being able to figure out what you need to sell, what you want to sell.So maybe you have an idea maybe you've already got a product that's great. If you don't though, there are a lot of ways that you can go about figuring out something to sell. And maybe you have this general idea of what you want to sell. But this week is really about taking that idea and turning it into an actual offer; something that you can sell to people.Product. Market. Niche.01:25 Topher: So a couple of things about this. The worksheet was really great, I think; it talked about three specific things.Number one is you know what is your product? Write it out. OK that's cool. Easy to do.Second question what core market does your idea fall into? And as Russell said there's only three core markets. Now I think that there's actually a fourth one I want to talk to you guys about it, but I'm going to save that to the end. Alright. So keep listening if you want to hear what I think the fourth one is.But the ones that Russell talks about are health, wealth, and relationships.Anytime you're selling a product you're selling one of these three things. And he goes into a couple of examples of this like: well if you're selling this product what does that fall into? If you're selling this product, informational product, you know what does that fit into? Well, it's probably about relationships. So it's it's really easy to break down exactly what you're selling and try and figure out which one of those three core categories it falls into. I think a lot of us are probably going to be in the wealth space and if you're doing well, you're probably talking about like information products. How can people learn from you to make more money? That's probably a pretty common one.02:38 Topher: If you're doing supplements, you're probably doing health. So that's cool.The third question is what submarket niche does your idea fit into. So the markets are health wealth and relationships. But when you're selling something you can't just sell to everybody in the health market. You've got to really laser focus and target the people that you really want to sell to. These people need to have money to buy from you.So that's really important. So that's one of the things that we talked about. But finding out what you're submarket niche is, is incredibly important. So say you're selling supplements. Well you don't want to just sell supplements to everybody. You need to figure out who your supplement serves and why they need to buy from you. And so like maybe you're selling supplements for neuropathy pain. Maybe you're selling a specific supplement that helps with back pain or knee pain like joint pain stuff like that. Maybe there's a disease and you know that your supplement can help with the side effects or the symptoms of that disease.So go figure out what your specific niche is. For me I think this is gonna be funnel hacking, ClickFunnels, online marketing; that's kind of my niche and I'm trying to narrow it down even further than that. I've got some ideas. I'll tell you guys about those later.But so mine are like: What is my product? Lessons and resources for becoming a funnel hacker. What core market does that serve? Wealth. If you're building these you want to be making money. Or it may actually be like you're wanting to increase your non-profit. Sure it maybe is not exactly about money, but you're wanting to grow in business. And then like the submarket I just told about, like ClickFunnels, funnel hacking, like that's my specific submarket. And I think I can do even more laser focused than that. Alright. So that was part of the worksheet.Do Your Homework!04:33 Topher: Then we get into all of the other things. So Stephen's coaching. Man I love Stephen. I hope you guys do too. Stephen, if you're listening man: love you. Appreciate it.Funnel hacking is really about finding the offer. OK so going out and figure out what is selling right now and how is it selling and how can I sell that too. And he like screams this is like, "Do your homework!" That's all this is: go out and do your homework. Because that is how you're going to win.You've got to go out and find what he calls the bloody red market. This is the market that is selling. This is the market where all of the money is at. That's what you've got to go out and do.And so I love this one because they actually gives really practical examples of how you can do this. And the homework for this one is to sit down and look at Facebook ads and figure out kind of like how they're selling. And what they're selling and things like that. But there's a lot of ways.You can use Facebook. You can use like Click Bank to see what ads are being run where and like which ones are successful. You can also use a site called Similar Web to find out...like...you go type in any company and they'll tell you, like where the traffic is coming from, like where they're running ads, where they're generating  most of their leads from and stuff like that. So that's great.If you can't find them on there though like somebody else like well what do I do if I can't find them on ClickBank or Similar Web? Use Google! Like figure it out!That's your job is to go out and figure out how these people are making money and to funnel hack them. Maybe it's not even Google maybe it's not digital at all. Maybe it's magazines. So maybe you can go look at the last year's worth of magazines and see what ads are always running in those magazines.And then like look across lots of magazines right all in the same industry all in the same genre. And figure out OK this ad was running in eight different magazines in November. And it's still running in December and January and February. And. So maybe this is an ad that we need to look at. Maybe it's...it's got to be selling well. Otherwise they would take it out of the magazines.So try and think out of the box on this one but do your homework go find the bloody red market.Who is Worthy of Homework?06:55 Topher: How can I tell if someone is successful. Well, first off, they're probably running ads. If they're not running ads that means that they haven't figured out how to get the ads to generate revenue which means they probably have something wrong with their funnel. Another good indicator is that they have a big following. If somebody doesn't have a good following you don't want to funnel hack them. They don't know what they're doing.Maybe they do know what they're doing but they're just not there yet. That's fine whatever. But you don't want to funnel hack them because you know...or You don't know if they know what they're doing. If they have a big following. Obviously they are doing something.So that's who you should funnel hack.What Does Your Customer Want?07:36 Topher: Stephen went on with this great story about Trey Lewellen. He sold these little widgets online. And he would watch people as they went to the site to buy. Like there's like heat maps you can see where their cursor is, where their mouse is, and stuff like that. What they're typing things like that. To try and figure out what your customers are doing.So he would sit there and he would watch them! And he would watch them fill out the form and he would watch them like hover over the buy button but never click it. He's like, "What the heck is going on?!" But he got their phone number in the previous form so he would like call them on the phone. "Hey...saw that you tried to buy this but you didn't like what happened? Like why didn't you actually make a purchase?".And they would be like oh well this is really awesome. I thought my brother could use it too. But like I didn't see a way to buy two of them. So I'm gonna go talk to him and try and figure it out and stuff. It's like oh you wanted two of them? OK sure. Yeah. I guess I can do that.And so he made a way, he made an option to buy two of them and it started selling. Like lots of people bought it. He's like well, I wonder how far I could push this...like so let's try three...and then four...and then five...and then 10 and then like 100 right! And he sold all of these things because he watched what the user did and what they were needing. What problems they ran into and he found solutions to those problems.So this is business and marketing design. It works for every business. Let's say you do a service oriented business. Go find someone who is doing that service well, and model them.So say you're like doing lawn care. So go out and find someone who's already being really successful at lawn care and figure out who their clients are, who they're serving, what the offer is that they're giving them. That offer is the thing that is solving the problems and that's why it sells well. What it means is this person has figured out what all of the problems are and given their buyers their customers a solution to those problems.So I'm just going to kind of go off the cuff here but like say you're doing lawn care. And maybe you have a service. You go out and you mow lawns for $35. And it's doing okay but it's not like making you tons of money. Well who else is doing things in the lawn care industry in your area. Maybe you can go learn from them.Maybe they're working for businesses and they're charging $500 bucks to go mow the lawn. Maybe that's working for them. If that's not working for them maybe they're serving multiple ways...maybe they're serving their customers in multiple ways. So maybe they also do tree trimming; maybe they also do like seeding and chemicals for your lawn. Maybe they do, like you know, clean up, and like trash removal.Like what services are they offering? Because that's going to be the thing that helps you. So you're going to want to offer similar services probably at similar price points if you want to compete with them. But you can also go in and add value to your offer to make it even more lucrative and then you can increase your price a little bit.Okay so that's the key thing here. What are people buying? And how can you sell that and give them an offer?Funnel Hacking Facebook Ads10:41 Topher: Man...so this was all really great stuff. One of the pieces of the homework for this was to go out and actually look at a bunch of ads. So we're just going through like 10 ads on Facebook go like find somebody that was doing really well on Facebook; go see what ads they're running.It's really easy; like you click on the page and then on the left side there's like an ads and info banner, info and ads, or some like that. You click on that and you can see what ads that Facebook page is running. So it's really easy to see what things are working like if they're running ads, those ads are probably working.I don't think you can see... you used to be able to see like how long the ads have been running a stuff like that you can't see that anymore. But this still gives you a pretty good idea and you can go in and look at this like go in every week. Did I see this ad last week? Yeah I did. OK maybe that one worked. Maybe you can even go through and like pick like 10 people or whatever and just like screenshot all of their ads and then see how they change week to week. Something like that.But the idea behind this was we wanted to look for the three things that are essential for selling: that's the hook, the story, and the offer. So we're supposed to go through everything one of these ads that we find. Ideally in our niche. We're going to go through and figure out what the hook, the story, and the offer was.So I'm just going to give you guys a couple of examples of these because I thought there were really great. So one of them, the hook is: there's video of these guys and they're standing in front of a Tesla. If you don't know what a Tesla is. First off where have you been? Secondly it's an awesome, very expensive car that most people can't afford. So if you see one of these in a video, obviously you're gonna go oh hey those guys must be rich. Maybe I want to listen to them because we all want to listen to rich people because they're probably telling us how we can be like them, how we can get rich.And that was the story. Like hey we've worked with lots of clients and we know what's working and what isn't working in the ad space. And so that was their story. Like here's how we've made money.The offer was for seven dollars a month, we'll share this with you. Click this button and you'll be part of our membership program for $7 a month. Obviously if you click the button you go through and there's an order bump: for $22, we'll show you our six step process for seven figure ads that we've run. Then you can get the training and download this and yada yada yada. You go through and they give you more stuff to offer. That's how this works.And so Russell encourages us to go through a couple of these funnels; at least one or two and actually buy the product and see what they were selling. So that's what I did. But I want to share with you guys just a couple more of these things.So one of the ones that ClickFunnels themselves are running. I really liked. It's actually a video of this drunk guy and you're like wait what. Like you don't ever see videos of drunk people on Facebook almost because it's just not something that pops up very often at least not in my feed. Maybe that pops up in your...I don't know. Depends on what you're doing on the weekend I guess.But there's drunk like high school dropout and it says, "Drunk high school dropout reads one book and like makes millions of dollars!" Right. And so you're watching this video and he's like seriously saying, "Yeah I'm drunk right now..". And he's standing in front of this house that looks beautiful. And it's in the background. He's like Yeah. And I read this one book and y'all this one boLike I'd built one funnel and it made me $2.2 million dollars. And like this house behind me is like $2.2 million dollars. This is my house now because this has made me so much money you know yada yada yada.OK so that was the story. And then the offer for that was click the button and I'll buy you the same boRight. So that you can go out and make that kind of money too. I thought that was really great.Another one, so this was not in my niche but I thought it was really great. This one was actually for like a curling iron. And so the hook is, "Break up with bad hair days". And it's got this video of this woman doing her hair; and I love this one. And I wanted to mention it to you guys because it kind of doesn't follow the standards that you see with a lot of videos, but it's just this woman and there's a little bit of music in the background and there's no narration...there's no voice. There's nothing ok but it still tells a story. And I want you guys to realize that that you can absolutely do this. You can still tell a story even without any words. And it shows this woman like she's got straight plain kind of boring hair and she uses the curling iron and she curls her hair and in like 30 seconds she goes from having this boring ugly hair to beautiful, bountiful, curled hair. And then the offer is: Shop now. Go buy your own curling iron so that you can have beautiful hair. I loved that: hook, story, offer; and even a story without words can even be done.Alright. So I thought those were all really cool. I wanted to share a couple of those with you guys.The Fourth Market?15:21 Topher: Last thing: I told you at the beginning that I had another idea about a specific market. So we talked about the three markets are: health, wealth, and relationships. I kind of think that there's one more market I wanted to throw it out there, get y'all's comments to see what you thought. I feel like there is another market for entertainment and maybe it falls into one of those other three but I just can't wrap my head around that like I feel like entertainment is almost its own market. And I just wanted to see what you guys think about that.So leave comments, hit me up on Facebook; definitely go check out the Facebook page. Please like it, share it with your friends. That'll help me out a lot.Go get subscribed to the podcast and if you guys can write a review on like iTunes or Spotify or wherever you guys are listening that also makes a huge difference. I really appreciate it. Thank you guys for listening. Have a fantastic night.[Upbeat Outro Music]16:17 Topher: If you liked this episode of the How 2 Funnel Podcast, get subscribed; checkout my website how2funnel.com for more info and join our How 2 Funnel Community on Facebook so you can tag along on this incredible journey with me.[Music Fades Out]

How 2 Funnel

H2F 6: OFA W1-M1 - Do Your Homework

There are SOOO many other products on the market. How do you know who you should funnel hack? We'll answer this, give some examples, and talk about the fourth market in this episode of How 2 Funnel.

Intro[Upbeat Intro Music] 00:09 Topher: I’ve spent the last 12 years building websites for people that looked great, but didn’t sell. That changes today as I take you on my journey learning from the best sales and marketing people in the world. I’m Topher Fangio, and this is the How 2 Funnel Podcast.[Music Fades Out]00:28 Topher: What's up, everybody! Topher here from How 2 Funnel. Today talking about the One Funnel Away Challenge, the pre-training. This is kind of Mission 5 of the pre-training.Today is learning about Lady Boss and we watched her video. This is the webinar, which is kind of selling ClickFunnels and, you know, Russell was talking in his video about like, "I want you to watch this and see how she sells" right? Because that's really important.So that's what we're going to be talking about today.Honesty and Openness00:57 Topher: But I told you guys that I want to be honest with you; want to be open and totally kind of vulnerable and just you know, have you guys know who I am. And so tonight, I just want to tell you guys honestly: I'm a little bit bummed and I'll tell you why. I've actually already recorded this entire podcast episode.And the first time I did, it was like 21 minutes long. I thought it was amazing, it was really great. And then when I went to save it, it like didn't save and the file got corrupted...guys, I was so upset! But it still said it recorded 21 minutes of stuff. So I spent like 2 hours the other night trying to see if I can figure out how to recover this. I finally found a company that claims that they could do it and so I like uploaded the file and it recovered like 6 minutes.Okay, cool. Well that wasn't all of it. But let me click this little button that says "Reach out to a human and see if they can fix it."So I clicked that; I sent them a ticket and they get back to me like the next day and are like, "Yeah, um, we recovered all of the audio that's in the file. Sometimes it lies to you about like how much time is actually done right? So maybe it was the whole file and that you just think it's recorded, you know more than that..."I'm like yeah, thank you, but...no it actually lost a lot of data because I'm getting cut off mid-sentence. Right? And I know that was like a third of the way through my whole podcast.So I'm honestly a little bit bummed about that, but we're here and I've got the opportunity to record it again. Hopefully even at a better quality; I've got a slightly better set up. I'll share a picture with you guys of what my current podcasting studio looks like. I think it's pretty amazing.But again, just wanted to be open and honest with you guys, let you know how I'm feeling. We're going to move on we're going to make this happen. It's going to be great.Lady Boss02:45 Topher: So Lady Boss. If you guys don't know who Lady Boss is, she is amazing. Her and her husband: Kaelin and Brandon Poulin built this Health Empire for women that really empowers them to lose weight and get fit and just have a better, healthier life; and they're amazing. They've helped, I don't remember how many, like 1.3 million women, or something ridiculous, to lose weight and feel healthier and be better, and obviously they made lots of money in the process. It's just an absolutely amazing story.This is my second time to watch the video and I watched the whole thing through again because it was just so good. Right? Like, just to hear this story, to hear all of the amazing things.So the homework was like what is the one thing in this story that she says that really stuck with you? Okay, and so they're broke and they've got like no money, they show a picture of their apartment where they're like literally sleeping on a mattress on the floor and they've like got nothing else. And they go from that and they're like, "Okay...well I don't know how we're going to buy groceries next month", right?And so they see this like webinar by Russell and he's like, "Okay, just give me like $2,000 and I will show you guys how to make money online." And they're like, "Ahhh! This makes so much sense."Like they watch the webinar and they're like, "We've got to do this!" And they go back and forth and they like wind-up kind of buying it and she's like, "No! We have to get the whole thing!" So she goes back, she puts it like on a credit card or something. They buy this training.And then they sit down and they watch the training, and the thing that stuck with me is: what they would do is: they would watch the video, and then they would pause the video, and then they would go out and execute on whatever the idea was...whatever the strategy was...whatever whatever Russell said in the video, they would go and they would do that.Ok, and they were not allowed to unpause the video until they were finished. So they would watch the video; pause; do the thing; unpause; watch the video; pause do the thing and they just did that until they got through all the videos and they had this entire product in this entire funnel, like, laid out.What was my takeaway?04:50 Topher: So, why did this resonate with me? That's the next question. Why do you think it gave you a reaction? Right? What about it relates back to your own life? Business? Fears? Dreams? Hopes? Etcetera.Okay guys, I don't know about you but I struggle with like getting stuff done. Right? Like I'm always the same person who is like, "Oh yeah! That course sounds great. Let me go buy that for $50 bucks or $20 bucks or a $100 bucks or whatever."And then like I get it and I see all of the content and I sit there like, okay...now what? And I wind up never actually doing anything with it and it just sits there. It is just a total waste of money. And so this really resonated with me because they actually went out and executed on it. They really utilized the materials. They utilized the lessons, and the learning, and the tutorials to actually build their empire. And that's what I'm really really trying to do with this One Funnel Away Challenge, right?So like every night I am committed to doing the homework. I am committed to working on my offer. I am committed to all of these things to get this done and make this happen because I want to succeed.We talked about that in a few of the episode before, about how we have to change our belief and we have to absolutely believe that we can do this. You guys I absolutely believe that I can do this and I believe that you can too if you guys want to do this.Okay. So this stuff is really great.This is one reason I actually love the One Funnel Away Challenge is because as I'm going through this, they give you small nuggets everyday, like you can't move on. You can't go past this stuff right? But now you have something to do every day to work towards your goals. And that is fantastic. This is like the first thing that I've ever done where I don't just buy it and like throw it away after two days, right?So, I'm really excited about that. I think it's this is probably the best way to learn ClickFunnels I have ever seen. I'm super excited about it!The Three Pilars of Selling Anything06:36 Topher: Then! Stephen's coaching...y'all...Stephen, I love Stephen. He's like, "Booooom!" at every single episode, it's how he starts out and he breaks people's eardrums. It's amazing! But he's so energetic because he loves what he's doing, right?So the thing that I got from Stephen's coaching, like, he had so much; I can't even tell you how many notes I have on all of the stuff. But Stephen's coaching: he talks about the secrets of psychological marketing. And this stuff is really amazing. These are some things that I have never heard before. Obviously, I don't know hardly anything about sales, so most of this is new to me, but I think this is some really great stuff.So one of the things he says and I wrote this down like word-for-word because I think it's absolute gold, right!"Sales, Marketing and Closing are all three separate things that you need to become good at."~ Stephen LarsenAll three: Sales, Marketing and Closing are separate things. Okay, and he gives these definitions for all three of these that are absolutely genius. They're spot on and they make so much sense.Okay. So marketing: is the act of changing beliefs with the intent of a sale.Obviously our intent here is to sell something right. And so you have to take the person's preconceived notions and beliefs and change them so that they're willing to buy.Sales: is presenting an offer and overcoming objections.Okay. It's like they've got all these excuses and you have to crush these excuses, right? You have to give them a solution for these problems, right?So that was the second one. Marketing is first one: the act of changing beliefs with the intent of a sale. Sales is the second one: presenting an offer and overcoming objections.The third one is closing, and I love this.He says, "Cash is in the closing."This is logical reasons why you should act now.So closing is like actually making the sale and getting the money, right? And I think that is like spot on: Cash is absolutely in the closing.If you can't close you're never going to sell, you're never going to have money, and so you got to be good at that. But you've also got to be good at the marketing and the sales piece.Okay, go through this again: Marketing is the act of changing beliefs with the intent of a sale. Sales is presenting an offer and overcoming objections. And closing is logical reasons why you should act now. This means so much to me. I absolutely don't even know like where to go from here. But there's there's some amazing other things that he does. So Stephen knows exactly where we should go with this right?The Brain's Three Stages of Sales09:07 Topher: So he says selling is 100% emotional, right? But you can make people think that it's logical. People like to be sold to. It gives them a high; it gets their endorphins and their dopamines going, right. And they actually enjoy it.So for every person that you're trying to sell to, you have to ask like, what are those person's current beliefs and how can I change them? And the brain experiences sales in a specific order. And this was also, again, something I had never heard: three steps.So step one is the vehicle: I see that this product could actually work.How many people believed that the iPhone could work?I want to go over this example because this is just absolutely amazing. And as Stephen was going through this, I kept going back to the original launch of the iPhone. I don't know if you guys saw it, but if you haven't seen it go like look on YouTube; I'm sure it's on there.Where Steve Jobs introduces the iPhone. Steve was an absolute master salesman, and he did such an amazing job with this. So as I was going through this, all I could think of was like the vehicle: I see that this product could actually work.The next one is internal beliefs: I believe that I could actually use this product or that this product would work for me.And then the last one is external: I have the resources capable to do it. So time...support from your spouse...money...whatever.The iPhone Launch10:36 Topher: And so Steve Jobs, absolutely, I think I crushed all three of these and so I want to just kind of go through this with you because this was on my mind the whole time and it was amazing.So step one: vehicle.It's a phone right? I don't know how many of you guys remember this, but when the iPhone first came out all of the other phones on the market, like, you know, the big players like Blackberry was huge. I think Samsung was even there. Nokia was massive, right.All of these big players, they were all saying: No...the iPhone...like, Apple can't make a phone...Because they had heard rumors, right "Apple making a phone." Yeah, whatever...Apple can't make a phone. They do like MP3 players, right? There's no way that they can break into this market, okay.So all of the people sitting in that stadium or whatever when they were watching the keynote were Steve Jobs talks about the iPhone and he introduces it to them. All of these people had these preconceived notions, these preconceived beliefs, that Apple can't build an iPhone. Like, it just won't be a good phone.So the first thing he has to do is break that, okay and so he's like, "Okay. Well obviously people don't know if it works. So we've got to show them that it works." And so people are like well, what is a phone? Like what does a phone have to do? Well, it has to make calls.Okay. So let's make a live call in front of everybody and show them that it works. Right? So he calls Starbucks, right?And this poor Barista...he's like "Yeah, I need 3,000 lattes...Sorry! Wrong number...bye!" Click. And you can hear the barista on the other end like, "Whaaattt?!?"And so it was this awesome experience for all of them! Everybody laughed, obviously. I don't know if it was planned, or not. I don't know if they like called the Starbucks beforehand to let them know, "By the way, we're doing this thing..."But it was a really great way of showing people that the phone actually works and crushing those preconceived notions; those beliefs they held that Apple couldn't make a phone, right? Hey, here's a phone. It works. Let me show you how it works. That was absolutely amazing.The second thing right? So that was vehicle. The second thing is internal: I believe that I can actually use it too, right?And, man, this one was the big kicker for me!So, if you remember all of those other phones beforehand, like they all had a keyboard and they all had this little like trackpad thingy that you could use. It was like a little button or something...not even a button. Like a little pointer or something that you could like move around and move the mouse on the screen.If it was one of those kind. If it wasn't one of those kind, if you didn't have a fancy one, you might have like buttons on the side that let you scroll and then you could hit the menu button or maybe it had like up and down arrows and an okay button, something like that, right? It was like really complicated to try and use this thing.And when Steve Jobs is talking about this is like, you know, "It's a beautiful design. It's amazing. It's great. And if you want to scroll..."We're all sitting here looking at it like, "Okay...I don't see a place for a stylus...like how the heck are you supposed to use this thing? There's no buttons on the side to let you scroll. Like how am I supposed to interact with this thing that's an entire screen."He's like, "All you have to do is put your finger on it...and flick."And holy crap!! Like we take that for so much granted right now, but at the time that was revolutionary guys! That was absolutely revolutionary and amazing. And the crowd knew it!They went wild, like, "OH MY GOD!" And you could hear everyone screaming because that was so simple. And like the physics worked right. Like you flick it and it just like really pretty in a nice smooth motion that slowed down.When you got to the bottom, like he scrolled up a little bit too far and it like bounced back into place, like a rubber band. Like kind of a physical world item. And nothing...nobody had ever seen anything like this.So what was he doing there? That was the internal one. Where he was saying "This is simple...anybody can use this. If you have a finger, you can use the iPhone."That was absolutely amazing!Third one: external. Do I have the resources capable to do this?So a lot of people in the audience are thinking, "Okay. This is amazing. I definitely want one, but man it's got to be expensive. It's an Apple product. Right? All Apple products are expensive, I can't afford that."And this is one of the ways is that I think Apple did really well here.So first off, obviously they're like, well, you know, some of those were going to be saying well, "I don't have the right cable for it or I don't have a pair of headphones to use with it... whatever..."We'll throw it in the box. You will have everything you need. Here, we'll give it to you.You just buy this, and you'll have everything you need to use the iPhone and be successful with the iPhone, right? And so that gets some people that may have been like saying, "Oh, well I don't have all the right stuff...""Cool will give it to you. No problem."Then the price comes in. Okay. Do I have the money to afford this? And here's what they did that was absolutely gold.They worked with AT&T to subsidize the cost of the phone, right? So yeah, you wound up paying a little bit more per month on your data plan or on your voice plan and whatever. But, you got the phone right now and you paid it off over time, essentially. And at the end of two years, if you signed a two-year contract, the phone was yours; you got to keep it as long as you made your payments on time and stuff, and you got to have the iPhone.The best, most amazing, most technologically-advanced phone right now, even if you don't have a whole lot of money.And like everybody could do that right. Like almost everybody, right? So again, this goes back to Apple wasn't targeting people who were paying $20 for a crappy piece of junk phone, right? He was targeting people who could actually kind of somewhat afford $500 for a phone, but $500 that point in time was still expensive, so they found a way to say, "Okay. Well, maybe you can do like a $100 bucks a month and add it to your data plan."And then everybody can afford...well a lot more people can afford it, a lot of the people who had money...who were making good money could definitely afford that.So all three of those I think Steve Jobs and Apple did exceedingly well when they were doing that sales pitch, right?And so I was thinking about that the whole time I was listening to Stephen talk about all of this stuff and god, it was just absolutely amazing.Go Watch the Video17:03 Topher: So that's what I have for you guys tonight.If you haven't seen the video of Steve Jobs introducing iPhone, seriously, like pause the podcast go watch that right now. It is absolutely worth watching every second of it to see how Steve does this and how he's doing all three of these things: the vehicle, the internal, the external. And how he's doing the marketing, and the sales, and the closing; overcoming those objections and stuff.And the closing was, "Hey, you can go buy it right now because we're working with AT&T to give you that subsidy."So he does all of this so well, and to be able to look at it from this perspective now and see all of these different things working together and to see how Apple did it, how Steve Jobs did it.Man! Like, now moving forward, I'm going to be watching sales videos in a totally new light to try and figure this out right and say, okay. "Well, what was the vehicle here? What was the internal? What was the external?"You know, and I would encourage you guys to do the same thing because I think it's going to help us all become way better and actually sell things online and make lots of money and be able to help other people do that.So thank you guys for listening. As always if you have questions or comments, hit me up on the Facebook group, or email, or wherever you guys can get a hold of me. I'm always happy to answer questions.If you guys could like the Facebook page, share it with your friends; that would help out greatly.And, if you're subscribed to the podcast, go ahead and write a review of the podcast; that also helps. On iTunes or Spotify, wherever you're looking at it.And if you're not subscribed, why not!?Click the button and get subscribed! Because there's going to be some amazing content coming your way.All right. Thanks guys. Have a wonderful night.[Upbeat Outro Music]18:47 Topher: If you liked this episode of the How 2 Funnel Podcast, get subscribed; checkout my website how2funnel.com for more info and join our How 2 Funnel Community on Facebook so you can tag along on this incredible journey with me.[Music Fades Out]

H2F 5: OFA W0-M5 - The iPhone Launch

What does the original iPhone launch have to do with sales? I break it all down for you in this episode with the Three Pilars of Sales and the Brain's Three Stages of Sales.

Intro[Upbeat Intro Music] 00:09 Topher: I’ve spent the last 12 years building websites for people that looked great, but didn’t sell. That changes today as I take you on my journey learning from the best sales and marketing people in the world. I’m Topher Fangio, and this is the How 2 Funnel Podcast.[Music Fades Out]00:28 Topher: What's up, everybody! Topher here from How 2 Funnel! And man, I am so excited about mission number four from the One Funnel Away Challenge.I just got through watching all the videos and really I'm super pumped about some of the stuff Stephen said today. It was like a 30 minute video. I watched it at 1.75 speed which is insanely fast because Stephen already talks incredibly fast.Occasionally I even miss some of the words that he's saying because he's just soo energetic and soo fast and it's amazing and listening to at 1.75 speed is just like super sonic, right?So anyway, I'm so excited and I've been pumped about this and it literally got my heart rate elevated. And so I wanted to do my podcast about this tonight and give you guys some of my perspective on this.10x Your Business01:14 Topher: So what Russell was talking about in his video...It's like a one hour presentation. I also watched it at like 1.5 speed just so I can get it done with a little quicker and it's about 10xing your business. Okay, so if you're making you, know $10,000 a year right now or $10,000 a month, let's get you to $100,000 a month.If you're making $100,000, let's get you to $1,000,000 a month. Or maybe, you know, you're only making $1,000 a month and you want to be making $10,000. Let's make that happen! So it's to 10x your business and that's what he was talking about and all of the different ways, all the different things that you have to think about when you're thinking about growing your business.01:50 Topher: So one of the things that I love about ClickFunnels is that they took on absolutely zero funding; they had no venture-capital. They didn't even have money from their own pocket that they invested in this. They built ClickFunnels from the ground up using funnels to sell itself.And this was the key. So at one point, you know, they're making like a hundred million dollars...they're one of the fastest growing companies and they have all these people saying, "Hey! We want to invest in you. Take our money!" All these VCs that are like, "You guys are growing incredibly fast...take our money and let's let's do this!"And so, they're going, "We don't really need that money." Like, "We're doing this...we're doing the thing...why should we take money?" But one day they're like, okay, so everyone's talking about valuation. How much is ClickFunnels valued at?So they sit down with one of these VC guys and he comes in and he's like, "Okay tell me: how much does it cost you to get a new customer?" And he was like, "Well, you know our ads run and it's like $20 bucks for a new customer.""Okay, wow, $20...that's amazing." All right, so he's doing math in his head. "Okay...so if we give you like 30 million dollars, you know, we can translate that into...Okay. Well, so what do you make off that?" Russell's like, "Well for free,  right. That costs me $20 to get them into a free trial and that's how they started."And that was okay. But you know, you're getting free trial. So that's not that great. You still haven't gotten a paying customer. You might get some paying customers from that but really the thing that made ClickFunnels really amazing and really launch was that they realized they need a front end funnel.Which is the book DotCom Secrets and they've got Expert Secrets and a couple of other things that they sell.The Front End Funnel03:37 Topher: Basically they're like. Okay, we'll ship this book to you for free, just pay shipping & handling; we'll give you the book for free, and then as you go you say, "Yeah sure I want that book! It's like, what, $6 for shipping. Absolutely! I'll take a free book to teach me how to make millions of dollars online, sure."Well you get the free book, you go through the funnel and the next page is an upsell. So, they say, "Cool you bought this. So do you want this other thing also? It's like $12.""Okay, cool. Yeah. Sure. I'll do that.""OK awesome! Well now you should go sign up for my podcast." Right, and from the podcast they get signed up for something else and so for like, every person that goes through this funnel: Yeah, it cost like $20 in ads to get them through the funnel. But then you make $20 on that person, and then from your podcast, from all the email lists that they signed up for...from the book...Literally! It's in the book! It says, "Go use ClickFunnels. Here's how to make lots of money: you use ClickFunnels".So they pay $20 for the ads, and then they basically make $20.So this funnel breaks even and it pays for their advertising. And the VC didn't get this. He said, "Okay, that's...what? I don't...I don't understand..." And Russell's like, "No dude...Yeah, you don't understand!""We put money into this and we get the exact same amount of money out. What that means is we never have to pay for advertising; we can advertise as much as we want, because for everything that we advertise we don't even have to sell our main product. We're not even trying to sell that; we're selling other smaller things that paid for the advertising."Whoever Can Spend the Most Money to Acquire a Customer Wins05:10 Topher: "Which means we can out-advertise our competitors."And that is the key. So that was one of the big things that he said in his video was you have to be able to basically out-buy your competition. Whoever can spend the most money to acquire a customer wins.Right? So if you can spend $100,000 to acquire customers because you're making $100,000 immediately to pay for those ads. Absolutely! If you can spend $1 on Monday and you get $2 on Tuesday; well, how much money would you put into that, so that you can sell your product right?You put as much as you can! If you only have $10 you put $10 into it, because then you'll get $20 right? Or whatever and it's just going to pay for itself. And then as you start getting all of these people on your email list, you get them on your podcast, you get them getting your book...whatever; some of those people will convert to paying customers and you basically just got them for free!Because your advertising will totally 100% pay for it! And that is the key to ClickFunnels success. And that is what Russell was trying to get across to everybody.And that was just like blowing people's mind. Right. And that is really the secret he shares is: how to build your funnel, so that you have this front end funnel that makes a little bit of money to help you pay for the advertising to get them to buy your main product. So that you can spend as much money as you want on advertising, and it doesn't affect your bottom line on the revenue that gets generated from your products.So that was like amazing thing number one!I'm learning so much from these videos, I don't know if you guys can tell that I'm excited. I'm really excited about these videos!The Ultimate Litmus Test06:48 Topher: Then I went and watched Stephen talking about this, and, man I almost wish that I had watched Stephen first because he talks about the reason that Russell does some things he does in these videos.So Stephen is great! He used to work for ClickFunnels, he used to build funnels. He used to do a lot of stuff for ClickFunnels and he quit over a year ago, like December 31st of not this past year but the previous year. And on January 1st, he wanted to be like the litmus test to say that this framework of selling works. Right?So what he did was: January 1st, he sent out an email to his list saying, "Hey guys! I'm going to run a webinar and I just want to see if you guys are going to be interested in it."And some people registered. And what's cool is, he had no idea what the webinar was going to be about! He had absolutely no clue!So on January 2nd he's got all these people signed up. He was like, okay. Let's see. What should I do on my webinar? And instead of making something up, he went up to the people who registered and he talked to them, and he's like, "Hey! What do you guys want to hear about? What should I talk about? What value can I provide to you?"And they told him; they gave him ideas. So that's what he did in his webinar.And then he did some other stuff, and he came up with an actual product to sell. And so he did another webinar and in that webinar, he sold the product. And he made $13,000 from that one webinar. It was ridiculous. It's insane!And that was on January 4th or something. Thursday or Friday, rightLike less than a week like he's already made $13,000 by following this framework. So he did it again the next week and he said, "I'm doing another webinar; what do you guys want to know about?" And so they would register and they would tell him.And then he would sell that to them and then he would actually build something to give them in return and they got a lot of value out of that, and he made money. And it was absolutely mind-boggling and what he talked about in his video; Stephen was saying: What the One Funnel Away Challenge is designed to do, is to teach you how to sell.The Three Keys of Sales08:51 Topher: So there's there's three key things right? You've got: number one is the statement [also known as "message"; I couldn't remember the word when I was recording this podcast ?].Like, what's the problem? What value am I providing to you? And you've got to be able to craft that statement to people.The second piece: is the actual offer. Okay, so; here's the value that you need; here's what you're missing; here is the thing that is going to provide you that value. Here's what I can actually offer you for $37.95 to fill that gap in your life; to do whatever you need it to do.So you've got your statement, then you've got your offer, and then the funnel is just the delivery mechanism for that. It's the place where people can go and get your offer after reading your statement. And so that's all that a funnel is.And what he talks about in the video; it's so amazing...he's talking about how Russell does all of these things in his training and in his webinars. The way that he uses his voice, the way he's like, "Hey is that cool? You guys like that, right?" Or talking about, "What you got to do...any good entrepreneur, you've got to pull out your wallet and you've got to pay for their product and go see what they're selling." Right?He says all of these things in his webinar that are specifically designed to get you into a buying mode.And that is what the One Funnel Away Challenge teaches you is: how to actually sell products.One to Many, not One to One10:18 Topher: The last thing that I took away from this was that is not a one-to-one sale. Okay, it's not: Hey, I'm Topher and I'm talking to you John and I want to sell you this product. It's not the door-to-door type of sales. It's a one-to-many sell.So that is a different sell than a one-to-one relationship. Okay? And you have to be good at both obviously, but if you want to make good money and make money online, you have to be good at the one-to-many sale.Because that is what is going to get you many buyers which in turn gives you more money. If I can sell something to somebody for $100 that sits in front of me; that's great.But if I can sell something for $50 to a thousand people, I'm going to be in a much better financial position, and that's what we want to get to.So that's what Russell does in his videos and that's the tips and tricks that we're going to learn throughout this One Funnel Away Challenge is how to sell in that one-to-many sales position.And obviously we going to learn how to do it inside ClickFunnels. I know there's going to be a huge piece of it. I already know a little bit about that. I'm excited to learn more, but really, what I'm excited about is learning how to sell, especially in this environment.11:32 Topher: So anyway; that was my take away from tonight. I hope you guys appreciate it. I hope you guys found something insightful in this and I hope that I'm delivering value to you guys. As always if you guys have comments or questions or feedback; anything I can do to deliver even more value.If you want to hear more of these; less of these whatever; just let me know in the comments or shoot me an e-mail or Facebook. Whatever you want to do. However is most convenient to you; I want to hear from you because I want to serve you.All right. Thanks for listening. Have a great night.[Upbeat Outro Music]12:07 Topher: If you liked this episode of the How 2 Funnel Podcast, get subscribed; checkout my website how2funnel.com for more info and join our How 2 Funnel Community on Facebook so you can tag along on this incredible journey with me.[Music Fades Out]

H2F 4: OFA W0-M4 - The Front End Funnel

How did ClickFunnels become a $100 million business in just 3 years? How did Stephen Larsen quit his job and make $1 million in just 13 months? They followed a framework and used a front-end-funnel to pay for their advertising. Want to learn how to do the same?

Intro[Upbeat Intro Music] 00:09 Topher: I’ve spent the last 12 years building websites for people that looked great, but didn’t sell. That changes today as I take you on my journey learning from the best sales and marketing people in the world. I’m Topher Fangio, and this is the How 2 Funnel Podcast.[Music Fades Out] 00:28 Topher: What’s up everybody? Topher here from How 2 Funnel for mission number 3 of the One Funnel Away Challenge.I am really excited today. This one kind of stuck a nerve with me. It's actually pretty short. Which is pretty cool. I like when they are short. Because you can get through them a lot faster, but this one is really really important and the kind of the center piece of this one was "Who" not "How".Alright and I want to explain what that means. Because it’s incredibly important as you are beginning to build your business.Mission #3 - The Who, Not The How00:58 Topher: So you know your business. You know how to sell your product. You can sit there and say, this is why you should buy my product, right. That is kind of your role. Because it’s your thing, and you are the best person to sell your product, okay.But there is a lot of other things that go into building a business and maybe those aren't your strong suits, right? And a lot of times as entrepreneurs we really get caught up in this idea that we have to do it all ourselves. And sometimes, that’s like, "Oh crap I can’t afford all these things. I need to save some money...I got to learn Photoshop and figure out how to do graphic design right? I need a logo or I need this web graphic." Or whatever...And it’s tempting to say, yeah totally, you can do it yourself for free, right? You just got to learn all those things. But God! How much time do we waste learning something new? And so that's what’s this whole "who vs. how thing" is. It’s not "how can I do this", it’s "who can do this for me,so that I can concentrate on the things that really matter". And you look at this and you say “oh crap" that means I've got to hire people right? Well no, not all. There is so many sites. Like the internet right now is the best place to be if you are starting a business. Because there are so many ways that you can get stuff done super cheap. There is like fiverr.com, where for starting for $5 you can get a logo. Okay and maybe you have to pay a little bit extra if you want the vector version of it, so that you can scale it up and make it really big. Then like throw it on a billboard or something right?  But you are trying to like another $5 like $10 to get started with this okay. And I had some logos done recently for like $40 right? Which is like the high quality stuff and I found somebody who’s like doing it for years and has like a 4.8 star rating or whatever. But this start at like $40 to get started right?I know how much your time is worth? But it takes me like 8 to 10 hours to even like dream up a really crappy logo. I am not a graphic designer. I am totally 100% a computer kind of guy. Back-end I can do coding and stuff like that. You ask me to that, I am totally your guy.But when it comes to designing a logo, like I can barely work Photoshop or Adobe Illustrator, or lot of these other programs? So instead of figuring out like how can I do this, instead of going and learning how to do something; ask the question: Who could do this for me in a cheap manner, so that I can focus on what needs to happen?But Where Do I Find Them?03:36 Topher: So Mission 3 in One Funnel Away Challenge, Russell is kind of pitching this Funnel Rolodex that he has put together. Which is just a bunch of people that can do all these things.You don't know how to write sales copy? Boom! You got somebody who can write sales copy. You don’t know how to write headlines? Man we got somebody to do that. You don’t know logos and graphics? We can do that for you.And it’s really cool. He has this whole list that you are supposed go through to say okay I can do these things. I could offer my services, on the Funnel Rolodex. And that’s a way for me to pay for all these things, right.Okay I can't afford $40 for a logo...well what if I can write headlines for somebody? So every time I write a headline, I can get a logo or graphic done; right! That’s how you fund your business!And he is talking about how when he was doing all of this, he doesn't have this stuff available. He didn't even know what he was doing. So he would like go out and mow lawns on the weekends. Or early mornings or whatever to make a little extra money to pay for these things okay. So it’s not like I'll go throw it on credit cards right. Its figure out ways to make the money so you can go, do the things that you need to build your business. And so he is really encouraging people to go out and see, out of this list of things, what can you do so that other people can't do that you can offer as a service to them? Kind of an exchange for the things that you need to get done to build your business okay.One of the cool things I like about this is he is specifically left off "funnel builder" from the list okay. Because that’s the whole point of the challenge is to like show you how to build the funnels. So you shouldn’t offer that as a service and you shouldn't need that as a service. Because that’s what’s he is teaching you! And I love that that he left that off. I also kind of hate it. Because I can totally build tunnels for other people. But the whole point of the challenge is to do it yourself and be able to do it yourself. Because it’s so simple and because you are the person who should be building the funnels. Because you know your product and you know how to sell your product. And if you don’t, that’s what this challenge is going to teach you!The Topher Strategy05:28 Topher: So anyway, the thing that I did, I got a design done on Fiver; I got a logo. Actually for How 2 Funnel. You guys are probably going to see it, if you haven't already; and it was okay. It turned out alright. I'm not...particularly fond of it. So I reached out to a friend of mine who did some graphic design work in the past. He is pretty darn cheap. He is like $40 an hour and he is going to do some updates to it and make it look really awesome, make it look really professional. I am really excited about that! To see what he comes back with. Super pumped that he is doing it. I want to shout out to him say thank you very much! I am really excited to see how that goes.But you guys, just think about who can do these things instead of how can I do them myself. And if you have questions about it, if you're like, "Dude, I don’t know such and such. I need this service done and I don’t know...". Reach out to me. Because I probably know somebody and I could point them to you and they would be happy to do it and they will love to get a recommendation to help you out.So give me a shout out on Facebook, email, whatever. Let me know how I can serve you if you guys have needs; and obviously if you guys have questions about funnel building, I can answer a lot of them right now. Especially if they are technical. And then as I go through these challenge, my goal is to be able to answer tons and tons of questions and practically everything that you ask about building funnels and how to sell your product.  Alright, that is it for tonight. Thank you guys so much for listening. Love you guys all, have a great night.  [Upbeat Outro Music]06:56 Topher: If you liked this episode of the How 2 Funnel Podcast, get subscribed; checkout my website how2funnel.com for more info and join our How 2 Funnel Community on Facebook so you can tag along on this incredible journey with me.[Music Fades Out]

H2F 3: OFA W0-M3 - Find the Who, Not the How

STOP trying to do everything yourself! Instead, find "the Who" not "the How". As in, who can do this for me, so I don't have to learn how to do it myself.

Intro[Upbeat Intro Music]00:09 Topher: I’ve spent the last 12 years building websites for people that looked great, but didn’t sell. That changes today as I take you on my journey learning from the best sales and marketing people in the world. I’m Topher Fangio, and this is the How 2 Funnel Podcast.[Music Fades Out]00:27 Topher: What's up everybody! Topher here from How 2 Funnel!Today, I'm going to be talking about Mission #2 from the One Funnel Away Challenge which changes your life and changes your thinking about business so that you can make money online.Again, I'm just doing this to share my experiences with you so that you guys know what this is all about and just to open this up, and be really transparent, because I want to show you guys a little bit more about me.I've always wanted to help people, and I had a friend of mine, D Grant, encourage me recently to just get out there and show myself a little bit more. He said, "I really think that once people get to know you; obviously they like you. And they want to do things with you; they want to partner with you; they want to see what you have to offer. So you gotta put yourself out there. You gotta get in front of people to show them who you are."So that's what I'm doing with this podcast, specifically this is about the One Funnel Away Challenge.Mission #2 - Failure01:22 Topher: And today, I'm going to talk about Mission #2 which is interestingly all about failure. So many times, we hear all of these stories of success. Like this guy made $100,000,000 in one year; and this guy made $10,000,000 in 2 weeks; and this guy, man he made $1,000,000 in 24 hours. And those stories are amazing, and they show you what is possible when you really know what you're doing and you follow the right way of doing it; you follow the framework and you make it happen.But, there's also a lot of failures that the salespeople don't like to talk about a whole lot. So I was really excited to see this one from Russell where he's being really transparent and open and honest with us, to tell us about all of his failures and how over the years, that has transformed him.But it's also been really really hard. And I don't know about you, but I think we've all had failures; I know I have. I have tried multiple times to do things, and it just never worked out. I've bought software thinking, this is going to be the one thing that helps me make money online. And it totally flopped.Or you invest in some business and maybe it's a new cryptocurrency, I don't know. But you invest in something and it just doesn't pan out like you want it to. And so you fail; and that weighs on you, and so just hearing what Russell had to say about this was amazing.Success as Failure02:53 Topher: One of the things that he said that really struck me was when he was talking about one of his successes and how it was kinda a failure. He wasn't doing that great, he made like a couple thousand here, he made like $10,000 over here and he wasn't doing a ton of money, but he finally figured out one thing that worked! And he started hiring his friends, and they got together; and they were like, "Dude! I want to do what you're doing! You're so amazing! Give me a job and I'll work for you. I'll help you do this."He said, "Cool; yeah; come on over!"So he gets this one employee and then his friends come over and he's like, "Yeah sure, absolutely you guys can have a job too! We've got $100,000 it's all good!"And so he starts this and he has like 6 or 7 employees, and one day, he's realizing; holy crap...these guys want to be paid and stuff; every 2 weeks! It's like a job or something. I can't just make the money when I make the money and pay them...they want this money up front.And so he's paying them, and he's giving them this money; but he's not making any money, because he's just hanging out and talking and doing fun stuff. And building funnels that aren't really doing anything yet. They're talking about funnel building, but haven't really built one to actually make the money.And he's talking about, okay guys; I don't know what to do...And one day it's around Christmas time and he's putting up the lights on his house. And he doesn't have any idea what he's doing...they turn out horrible. Whenever you hire a professional, there's people that actually do this and get paid to do this, and they make them all straight and perfect and pretty and match the colors and things. He didn't do any of that, because any time you're doing something yourself; you just don't know what you're doing...So he's tacking these up, and he's using a stapler or something...and he's even putting the staples through the wires and he's shorting the lights and it's horrible.And he can't figure out what he's going to do because he knows that he's about to go bankrupt, and he's gotta call of his employees and tell them, like, "Hey guys...there may not be Christmas for you; I'm not actually going to be able to pay you guys." And that's just weighing on him heavily. Because those people depended on him, and I think as business owners, that's something that we all fear. Getting people to depend on us, but not being able to take care of them.So, he's sitting there just trying to think of what to do, and I honestly don't remember what he said the idea was but he had this idea that came to him.And so he thought through this, and he keeps thinking and he gets more energy about it; and he's like, "Yeah...this could work! I think this could work!"And so he calls and texts all of his employees and says, "Hey, by the way; you don't know this, but we're about to go bankrupt, and there's no money left, and I've got this really awesome idea; I think it's going to save us! I need everybody to be there early tomorrow at 7:00am. We're gonna go through this, and we're gonna figure it out. Hope you have a great night!"Of course, they're all like, "Wait, what!? We're going bankrupt?! Why didn't you tell us sooner?" And being kinda scared like people do when you say, "Hey, there's no more money..." I've been in that position before; it's not a cool position.Anyway, they all get together the next day; and they start working through this, and the idea pans out and it saved their company. And not only did it save their company, but they went on to do great things! And they started this call center and he wound up having like 100 employees at one point; where they were making tons of money, and things were going great...and he kinda looked at it and said, "Is this really what I want to be doing? Is this the kind of business that I want to build?"And, some things happened and the merchant accounts that they were using got locked out, and so they had made the money, but the merchant accounts weren't giving it to them, because there were some new laws in place or something. Whatever it was, it froze all of their assets. And he had 100 employees that he couldn't pay.Long story short, it went way down hill from there. All of his employees left basically, all but 6 of them, left and went to the call center across the street that was making money. And he had to start all over; and he had money that he owed to the IRS. I think he owed like $150,000 to the IRS. And he had to figure out a way to pay that.So just the stories there of coming back and building new businesses and just picking yourself up after the failure, and making sure that you build something that you actually care about, that you're invested in. That you want to support and that makes you want to get out of bed every day and go into the office and do the work to make something awesome.What are your goals?07:39 Topher: So that was the thing that really stuck out to me in Mission #2. This idea of making sure that whatever you're working on, you're actually cognizant about the goal, the mission; where you're headed. And saying, "Yes! That is where I want to be! That is the company I want to build! That is the company that I want to go to work for every day because I'm helping people; I'm uplifting people. I'm doing the things that I want to do. It's making my life better; it's making my family's life better, it's making my friends' lives better. It's making the world a better place."You've got to be cognizant of your goals as you're building your business to make sure that you're always on track. So, the challenge for this mission was to come up with something that helps you in that process. For me, it was making sure that you track your goals.So I came up with this image that has this guy on this mountain top. And he's looking out, and you can tell that he's just climbed the mountain. He's taking a rest because he was successful and he's done really well, and he's made his goal!So I just put some text next to it that says, "Stay True to Your Goals." So that's what I want to encourage you guys to do. This is also encouraging to me. I want you guys to hold me accountable. If you ever look at me and say, "Topher, man, this is not at all what you said you were going to build. This is not what you said you wanted to do!"I want you to call me out on it! Because I want to build a business that makes the world a better place. That helps people to make the world a better place.So as I'm going through this, I want you guys to stay to true to your goals; figure out what they are. Make sure you always have them in mind. Write them on a sticky note. Write them on the white board in your office. Write them on something you see every single day, so that as you're going through this and you're building your business, THAT is what you're working towards, and you never lose sight of that.So Stay True to Your Goals!Alright, that's all I have for tonight. Thank you guys so much for listening. Join us tomorrow for Mission #3! I'm so excited, I can't wait to keep this going and see how you guys like it!Leave me comments or feedback, wherever you guys can find me! You can email me, you can Facebook, Twitter, whatever. I want to hear what you guys think about this, and how I can make it better, how I can make it more relevant to you guys.Thanks so much![Upbeat Outro Music]10:09 Topher: If you liked this episode of the How 2 Funnel Podcast, get subscribed; checkout my website how2funnel.com for more info and join our How 2 Funnel Community on Facebook so you can tag along on this incredible journey with me.[Music Fades Out]

H2F 2: OFA W0-M2 - Failure

In this episode we discuss some of the common, and not-so-common, definitions of failure and how you can overcome it to get back on your feet and change the world.

Intro[Upbeat Intro Music]00:09 Topher: I’ve spent the last 12 years building websites for people that looked great, but didn’t sell. That changes today as I take you on my journey learning from the best sales and marketing people in the world. I’m Topher Fangio, and this is the How 2 Funnel Podcast.[Music Fades Out]00:27 Topher: Hey, what's up everybody! Topher here from How 2 Funnel!Guys, I am so pumped right now.I've been going through this One Funnel Away Challenge and tonight I decided that I want to go ahead and start a podcast to share with you guys my experiences going through this because I'm just watching these videos, and I'm learning soo much!And the energy that these guys are providing when they give you these coaching videos and these training videos is just so amazing that I just have to share it with somebody, and I want that to be all of the people that I care about; all of the people that follow me.You guys are special to me and I just wanted to do something to let you guys know what this is about and why I'm so excited about it. And maybe, how it can help you guys too.So my plan for this is going to be really simple, really short. I've never done a podcast before so I'm sorry if it's like total crap you guys! Just let me know if I can do something to improve it.I think I've got a pretty good mic, and I think I've got a decent setup for this, but let me know if you're like, "Oh man, the audio quality is terrible! Please do something about that!" Or if you want it to be longer or shorter, if I'm too loud, if I'm too energetic; which I don't think is possible because I sound...so amazingly laborious whenever I hear myself talking, so I'm trying to do this with enough energy so that when it comes out the other side, it's actually a good quality and something that you guys want to listen to.The One Funnel Away Challenge01:48 Topher: But my plan is to do one per day. So the One Funnel Away Challenge is 30 days to get your funnel, your business off the ground and making money! Getting actually revenue coming in and trying to actually make a profit and do something that builds itself up instead of having to take money beforehand and put a lot of money into something.The idea behind a funnel is really like: take the product that you have, or maybe you don't even have a product; maybe you're selling somebody else's product. Maybe you're just an affiliate marketer and you don't even have something to sell, but you're selling something for somebody else and it's learning how to do that in a way that makes you money immediately so that you can turn around and use that money to build your business.And this flips everything upside-down on its head! That's not how people tell you to build a business. They tell you to go out and get VC funding, like you have to have millions of dollars. You have to hire people and sales people and programmers, hire copywriters; whatever. And this just completely flips that upside-down and says, "No, you have a product; you have something that you can sell...you need to learn what the message is, how to tell people about the product and then make an offer to them that they can't refuse. And then build a funnel, which is just the delivery mechanism for your message and for your offer."That's all that a funnel is! It's a specialized website that helps you sell your product to the people who need it and deliver value to them. So that's what a funnel is, and this challenge is all about getting that funnel up-and-running in 30 days so that you can be profitable.So, I love the way that the've done this. They are actually setting up missions, kinda like a Mission Impossible thing and they have some really cool graphics along with that; so it's pretty fun.Mission #1 - Crushing False Beliefs03:33 Topher: So Mission #1 is really awesome, it's about Crushing False Beliefs and I'm going through this, and the introspection that I have with it is deep and amazing because I'm sitting here thinking, "Okay...what am I afraid of with starting my own company? What could go wrong? Why am I scared to do this? Why haven't I pulled the trigger and made this happen yet?"And I came out with a couple of things, and I think that maybe these are things for everybody, right? I don't think that I am the only one who has these issues, so I just want to be real with you guys and kinda share what's on my heart about this and be totally honest about my fears.Fear #1 - Time is Ticking04:17 Topher: One of my biggest fears is that I may just not have enough time! We are super-busy in this day and age; we always have things planned, and I know that my family especially we have like Wednesday night church; we've got Sunday church...I almost never get to sleep in, and that's a big thing for me; because I love to sleep in!But we've got stuff to do all of the time like birthday parties and Christmas parties. Thankfully that's all over now, but there's just always something to do. It seems like every weekend we have something that we have to do.And as entrepreneurs, a lot of the times, we're trying to go out and make money. We're trying to build our business. We're going to events or we're doing a conference, or we're talking to people. Whatever we're trying to do, we have legitimate reasons that we're doing all of these things because we want to make money; to make our lives better.And so you sit here and go, "I don't know if I have an hour a day...or maybe 2 hours if that's what it takes to get this done..." And this 30 day challenge, this One Funnel Away Challenge is potentially amazing, if you can put the time into it.But my fear is that maybe I'm not going to have the time, maybe I won't be able to get this all done. Maybe something is going to come up that's going to keep me from doing it. And then Stephen comes through with his coaching call and is like, "Noooo! Just slap you in the face right now! That is SOO stupid! You MAKE the time for what is important!"You get up earlier, you stay up later. You make sure that you eat well so that you can sleep better so that you don't need as much sleep. You do whatever it takes to get this stuff done because it is important to you. And it HAS to be important to you.And so I'm crushing that biggest fear by making sure that I make time every single day to work on the worksheets, to watch the videos, and to just really think about this and to really go all-in on it. Because this is something that I really care about and something that I want to do and it's just amazing; I know it's going to be amazing for me.It's 30 days to get this funnel launched. I'll tell you guys what my plan is, I'm planning to sell ClickFunnels through this; I've got some other things that I might sell. Some like spin offs that help you with CLickFunnels and things like that. And I'm gonna have some training videos. And I'm going to sell ClickFunnels, and so my hope is that at the end of 30 days, I get to come back to you guys; like the 30th episode of this podcast is going to be me saying, "Holy crap! I launched this and I made $1,000!"That's my goal. Is to be able to say, I invested $100 at the beginning of this 30 days ago and today I 10x-ed it and I made so much money; and I'm on track to pay off some of my bills and student loans and credit cards and stuff like that. And this is going to make such a huge, positive impact on my life. That is my goal for this.So I've got those fears of time and stuff, but I've got this goal that I want to hit. So I want to make the time, I'm going to make the time to make this happen so that I can reach those goals.Fear #2 - What If I fail?07:24 Topher: Second fear: so I may not have time is the first fear, second fear is: God, I may put in the time; I may do everything that I can to make this work right, and it may just not work at all! I don't know...I could do everything to the best of my ability, and it just may not be enough.And just seeing what some of these other people have done with this, and I just watched another video from Russell today talking about how people can potentially make millions and millions of dollars with this, but what if you just made like 10% of that? Well that would still be like $100,000! That would be amazing, right! Or what if you can't even do 10%, what if you can only do 10% of the 10%? Well that's still like $10,000...that would still be life-changing for me.And even if I can't do that, even if I can't get the 1%, what if I could get 10% of the 10% of the 10%? That's like a measly amount, it means I did something horribly, horribly wrong; but that's still like $1,000. And that's still amazing.So I think all of these other people can do this; so the way that I crush that fear is by knowing that other people before me have done it; if I just follow the patterns, I know that it can happen for me. The other thing that I have to realize, though, is that it may not work the first time. And Stephen said a couple of points about this.He said, "You know we launch funnels all the time and it like bombs. But the reason that it works for us is because we pick ourselves back up and we tweak it a little bit, we try again and like the second time, maybe, we break even. And it's still not great, so we tweak it a little bit more, and we try again, and then it starts making money. And then we go back and we tweak it a little bit more and it starts making even more money, and then it's really on track to be doing the right thing."So you can't have this idea, of "Oh crap...it didn't work; I'm so screwed; I can't do anything..." because just tweak it and try again, and that's the whole purpose of ClickFunnels is to be really easy to use so that you can turn around and be really agile and really responsive, and say, "Oh crap; this didn't work the way we thought it would." Let's try this. Okay, that works a little bit better...well what if we did it like this?And to be able to do that super, super fast.Russell was talking about how they used to do these funnels; and it would take like 2-3 months to get a funnel built. Because they would send it off to the programmers and the programmers would take a couple of weeks. And they'd get it back, and they'd be like, "Well...we don't like this over here, can we like change the order of these pages, or whatever?" And they were like, "Sure, we can get it back to you next week..."And they'd get it back to them next week, and they'd have to do that all over again. "Okay, crap, can we change this over here and move this up and yada yada yada..." And it would take another week to get that back and it took them forever to build these funnels.But with ClickFunnels, you can literally drag and drop and take care of that. So, that's crushing fear #2 of "It just may not work." Yeah! It may not, I may have to tweak it a little bit. But, if I follow the pattern and I put the work into it, and I tweak it; I know that I can make this work.Fear #3 - Am I Worthy?10:23 Topher: Alright; last one, fear #3. Honestly, is maybe I'm not worthy of making this money, right? I think we all have that somewhere deep inside of us, like, I don't know if I'm worthy of having money like that. Should I be rich? Do I deserve to be rich? And you have to really kinda dig really deep on that and say, YES! We all deserve to be happy, and we all deserve to be able to use that money wisely and to do things to help other people. And I think as long as you're looking at it from that perspective, absolutely, you are worth to make this money. You are worthy to do great things.Personally, I believe in God; I don't know if you do. But I believe that God has put us on this planet to help other people; to change their lives, to make their lives better. And that is what I plan to do when I make this money.So yes, absolutely, I deserve to be able to do this and to make this money.So; that I think is going to wrap it up. These are the three fears that I had, that I just wanted to share with you guys and be real.Fear #1: I may not have the time. We crushed that by making the time; making sure it's important. Making it a priority.Fear #2: It may not work. Obviously, it may not work. Just keep trying. Keep going back and tweaking it; that's what ClickFunnels is there for. It's to be able to tweak things really fast, try new things, get it out there and see what works, so you can keep doing what works and make lots of money.And then,Fear #3: Am I worthy of that money. And yes, absolutely, we are all worthy of doing great things and sometimes that requires money; so absolutely, we are all worthy of making that money.So, I hope that you guys enjoyed this! I'm going to try to keep it to like 10-15 minutes a piece; maybe shorter than that. I hope you guys really enjoy this and look forward to Episode 2 tomorrow; which I don't even know what it's going to be about because I haven't done Mission 2.So thank you guys so much! Have a great night![Upbeat Outro Music]12:28 Topher: If you liked this episode of the How 2 Funnel Podcast, get subscribed; checkout my website how2funnel.com for more info and join our How 2 Funnel community of Facebook so you can tag along on this incredible journey with me.[Music Fades Out]

H2F 1: OFA W0-M1 - Crushing False Beliefs

On today's episode of How 2 Funnel, we face our fears going into this challenge and learn how to crush those false beliefs so that we can know with certainty that this can and will work for us. I share my top 3 fears and how I'm crushing them.

H2F 0: Origin Story

Why on God's Green Earth is Topher starting a podcast?! I'll tell you exactly why in the first episode of my brand spanking new How 2 Funnel Podcast! Get a behind the scenes look at what drives me and pushes me forward, and my goals and desires for this podcast.

I've been building websites for clients for over 12 years; and they looked great, but didn't SELL. That changes today as I focus on serving clients at a higher level by building funnels. Join me on my journey as I learn to sell from the best sales and marketing teams in the world.

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How 2 Funnel

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