# Private Voxer Coaching Call (Listen In!!)

- Link: https://jarvislegacy.com/podcast/private-voxer-coaching-call-listen-in/
- Published: 2019-07-17T08:00:00-07:00
- Author: anchorwave

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Private Voxer Coaching Call (Listen In!!)

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One of my friends is a new entrepreneur and asked a really good question, so Steve
Larsen and I decided to tag team it for you!!

On this episode Russell enlists the help of Stephen Larsen to talk to another friend
of his about entrepreneurship and what he should be focusing on as he tries to figure
out how to make and stick with a product. Here are some insightful things in today’s
episode:

 * Why both Russell and Stephen believe Jaime is focusing on the wrong thing as 
   he looks to start a business.
 * How switching his focus from himself to his customers will help him find what
   he should be selling.
 * And some final advice for finding fulfillment in entrepreneurship. 

So listen here as Russell and Stephen tell Jaime (and everyone else) how to best
get started as an entrepreneur.

—Transcript—

What’s up, Stephen? I hope you are doing amazing. I had a question/favor for you.
So at church the other day, one of my friends, Jaime, he’s a new entrepreneur was
asking some questions about entrepreneurship. I asked him to vox me his main questions.
And he said to me, they were really cool, he was asking basically some things about
as an entrepreneur how do you pick which idea? He’s passionate about a lot of stuff.
How do you pick the right idea? And then second off, how do you stick with one and
see it through to the end?

Anyway, I thought it was a really good question and I was going to respond back 
to him through voxer and I thought you know what would be more fun, is instead what
if me and you tag teamed it back and forth and that way he can hear both different
perspectives. And number two, I could take all the audios from our voxer messages
and I could upload them as a marketing secrets podcast. That way it doesn’t just
help him, it doesn’t just help me or you, but it helps the entire funnel hacker 
community as a whole.

So my question for you is, do you want to tag team this answer with me, and turn
this thing into a podcast? If the answer is yes, message me back and let me know
yes, and then we gotta queue up the Marketing Secrets theme song, then I’ll send
you the message and we’ll start tag teaming it and help Jaime out with his question
and hopefully help a bunch of other funnel hackers out there as well. So let me 
know your thoughts and we’ll go from there.

Stephen: Hey sounds good man, sweet idea and looking forward to it. Heck yeah, I’m
in. Send over the question.

Russell: Alright everybody, this is going to be a once in a lifetime opportunity
to hear behind the scenes in live voxer coaching where me and Stephen are going 
to be tag teaming Jaime, it’s going to be a ton of fun and I’m excited to take you
guys behind the scenes. With that said, I’m going to forward you, and let you listen
first off to Jaime’s messages to me, and then hear me and Stephen go back and forth,
I hope you enjoy it, and I’ll talk to you guys all soon.

Jaime: Hey man, I guess I’ll just get right to the chase. I’m just looking for advice
on entrepreneurship. My first thing that I’ve been kind of wrestling with a lot 
lately is that I have a ton of passion and a ton of things that intrigue me and 
that excite me. And the hardest thing to do has been sit down and pick one thing
and stick with it, and to focus completely and solely on that. And yet, I still 
don’t know exactly what to do or what to pick or where to start. I feel stuck and
kind of like paralyzed by all the things that do interest and when I start on one
path, I feel like I get stuck and then I don’t continue onward. That in itself is
probably the biggest thing that I’m dealing with right now. So I appreciate it, 
I look forward to hearing from you, and we’ll talk to you soon.

Russell: What’s up man? Great to hear from you. Yes, I do know that feeling very,
very well. Before I tell you the answer though, explain to me two or three of the
businesses you’ve worked on in the past. I just want to hear in your words, because
how you explain, that will tell me a lot. Alright, let me know and we’ll go from
there.

Jaime: Hey man, so the first thing I guess I’ve been working on for a while now,
is I have an outdoor clothing brand called ReExplore Apparel and it’s at reexploreapparel.
com. I’m super into the outdoors, super into outdoor living, cycling, running, hiking,
camping, all that stuff. So I’m also a big fan of North Face, and Patagonia and 
REI and those kind of brands. So I always wanted to create a clothing brand that
kind of catered to that lifestyle. So I started that a little over a year and a 
half ago. And we got a pretty, we got, our launch was actually pretty decent. We
got over a hundred followers on Instagram in one day, which I know isn’t a ton. 
But I didn’t know how to launch anything at the time.

So I have a buddy and I that started that. And it kind of just fell flat. It’s kind
of hard to explain. But that’s the first thing, an outdoor clothing brand that I
did with a buddy of mine. And then I’ve had several different podcasts over the 
years, that I’ve created and founded and been on, and I currently have one podcast
that the one funnel away challenge inspired. So I’m doing that one. I feel really
confident in it, I feel really good about it. So I’m more kind of about that. But
I’ve had others in the past. You know, I’ve had three or four that kind of fell 
through as well.

And then the last thing was, I actually had a buddy when I was living in Virginia,
we were in college and we worked on a bunch of different business projects together.
We had a moving company we worked on in Virginia that did fairly well for a little
bit, but it didn’t really take off. And we worked on an internet café thing in Virginia
in my little college town near SVU.

So just that kind of stuff. I was never really like super passionate about the moving
thing, or the internet café, I just wanted to start something and do something, 
so that’s kind of why we worked on that. So that’s kind of three ideas, or three
businesses that I’ve worked on in the past, but I have a million other business 
ideas, I just don’t know how to like get them off the ground and get them running.
I don’t know, I guess that’s kind of the best way to put it. Those are the three
things I’ve worked on the most.

Stephen: So the first thing I would say about this whole thing is that you gotta
realize that the number of opportunities that you have on your plate has nothing
with to do with how successful you’re going to be. And it sounds super simple to
say that, but there was a time when I had, I mean, I had like a dozen people on 
a waiting list for funnels and I was like, “I’m so successful.” But nothing was 
getting done. So the first thing I would tell Jaime on this is that you gotta get
good at saying no. And it’s one of the hardest skills of any entrepreneur, it’s 
super rough to do it. So that’s a skill set I feel like will just always get better
and better, but truly I actually think he might be starting at the wrong question.

Instead of “what do I sell? What do I sell? What do I sell?” which is kind of the
question that I just beat myself up with for probably four or five years, instead
of starting with the question of “What do I sell? What do I sell? What do I sell?”
and being so product focused, that’s like question number three or four, I feel 
like.

Question number one should be like, “Who do I want to sell?” and I think if he went
back and started focusing instead on what his dream customer looks like, it’s really
easy to be just solving their problems and they tell you what products they want
you to go build for them. And the game gets way easier.

One other thing that I’d probably tell him too is that like, the products, a product
plan is never complete without your campaign on how you’re going to launch it. So
if you’re like, “Hey, I got this idea, I got this idea, I got this idea.” Ideas 
are great, but ideas are nothing. They’re just like {inaudible}. So I would tell
him like, hey you’ve got to sit back and think through not just what your idea is,
now that you know what your dream customer is, now that you kind of have more of
an idea of what products they want, because you’re not the one who buys the products,
so who cares what you think, I think that no product plan is complete without a 
campaign that launches it. “I have an idea for a product.” That has to include the
way you actually bring it to the market.

So all these ideas, you’re just making products not how you’re actually going to
bring it to the marketplace, and that’s just as an important step as the product
itself.

Russell: Yes, yes, yes, yes. If you noticed my message back to him initially, my
first question I asked him was “Tell me about your businesses and I’ll tell you 
the answer.” And I wanted to hear how he explained. So Jaime, if you’re listening
to this, what’s interesting is when you explained it you talked about yourself, 
you talked about your ideas, you talked about what you wanted to do and you wanted
to create clothing and stuff like that. I was waiting to hear you say, “I’m obsessed
with people who like to go camping.” Or “I’m obsessed with…” or “I love….whatever.”
It’s the customer part that you missed, that he was talking about.

And I think that’s what most entrepreneurs when they first get started do, is they’re
looking at what’s the opportunity? What’s the product? What’s the service? What’s
the thing I’m going to sell? As opposed to exactly what you just nailed on the head.
It’s the opposite. Initial its like “Who am I going to serve? Who gets me pumped?”

So you know, he talked about in there, obviously, camping and outdoor clothing and
stuff like that. So I think it’s shifting it from selling that type of merchandise
to like, “These are the type of people I want to serve, people that ‘this’ is what
they do, and ‘this’ is what they do for fun.” And that’s the question, who, not 
what am I selling. It’s who am I selling? That’s the first thing.

Then it’s looking at okay, now that we know who they are, then it’s like where, 
what’s going to be the easiest way for me to get access to those people?

I remember when I was in London I was speaking at an event out in London and afterwards
a guy, you know in the presentation I’d shown five or six industries that we’d built
funnels in and had made a bunch of money, and he asked me afterwards, “How do you
know what market to pick?” And I said, “You know what, most people don’t ever ask
me that. They ask me other things but they don’t ever ask me that.”

You know what’s interesting, the reason why every funnel I’ve had in the last 8,
I don’t know, the last time I had failed funnels, its been a little while right.
I’ve had some that have been not as good as others, obviously, but the last one 
I had that bombed was 7 or 8 years ago, and it’s because that was about the point
I realized, I said, “I’m not going to build a funnel until I know where the traffic
is first.”

So I know that, like let’s just say I love survival stuff. I’d be like, ‘Okay, the
survival market, that’s where I want to be at. So where do I get survival traffic?”
That’d be the question, where are those ‘who’s’ at? Where can I find them at? I 
gotta find those people right. So I’d be looking at what email list can I write,
what Facebook ad, what are the groups, what are the forums? Trying to find how easy
is it going to be for me to get access to those people?

We built the Neurocell supplement, I didn’t know anything about Neurocell, other
than I knew that people who were going to buy it were Diabetics who had Neuropathy.
So my first thing was, kind I find Neuropathy email lists? Can I find Neuropathy
forums? Can I find Neuropathy groups? Can I target them on Facebook? What does that
all look like? So before I ever even dreamt about how to make the supplement or 
even name the supplement, I was trying to figure out where are those people.

And as soon as I was like, they’re right here, here, here. I was like, we’ll circle
them on a map and say, ‘there they are.” Now I’m going to go create a product, and
go get access to those people.

So the first question is who are they and where are they at? Finding that out first.
And then just going into those worlds and becoming obsessed. What else is already
being sold to them? So for Neurocell I went to every one of these email lists, all
the conservative republican newsletter lists. All of the health newsletters. All
the ones that my dream clients were on already, I started subscribing and looking
at what were the offers being sent out to them.

Jaime, you initially said something, I’m going to forget it right now, but you talked
about having a clothing line and stuff like that, and it’s tough because you know,
I think a lot of us have dreamed of having a clothing line. And it’s funny now, 
looking at Clickfunnels, we have 90-something-thousand customers and we’ve tried
to launch our swag store like ten times and I still can’t make it profitable.  Maybe
that’s my one, my most recently failed funnel, was the swag stuff. We tried so many
times, and it’s hard because swag is like, you gotta create it ahead of time, and
it’s like, what sizes, you got small, medium, large, and do I do more than large
or small? And upfront cost, any kind of physical product, is really, really high.

So for me, when I’m going into a market, I’m not going to typically do that as the
first pass. My first pass is what’s going to be something that’s easy that I can
cut my teeth on? So I’d be looking at okay, let’s say it’s the outdoor/recreational
space. What physical products can I be an affiliate for at first? I want to find
out what my people are going to buy. So I join four or five affiliate programs of
potentially where I might want to sell in the future. Maybe it’s a clothing line,
maybe it’s tents, maybe it’s a camper, maybe it’s RVs, maybe it’s whatever that 
my dream people are going to buy, and I’m going to become an affiliate for those
things before I risk any money buying inventory and product. Because that’s just
upfront costs you don’t want to eat ahead of time. So it’s figuring it out and saying,“
How can I build a list of customers that I can then go and send over there?”

So for me, there’s a reason why I’m so obsessed with info products, because info
product funnels are the best and easiest and cheapest way to get dream customers
in the door. So I might do a summit of, I’m going to find top ten coolest, or I’m
going to do an online summit with ten cool camping gurus. I don’t even know if they
have camping gurus. They probably do right.

One’s going to be someone who’s great at Dutch oven cooking, and one’s going to 
be someone’s who’s awesome at RVing, and one’s going to be someone’s who’s awesome
at whatever. And I’d try to find people who already have a following. Who on YouTube
has got the biggest RV channel? Which podcast has got the biggest like, we talk 
about camping all day, following. I would try to get those people to host those 
shows, because in a dream world they’d promote it, and worst case scenario I want
to get their face on the thing, so I can promote to their people. I would do something
like that initially and launch that.

Now it’s like, now you’re interviewing these people you look up to anyway, which
is going to give you energy and energy is the key that keeps you moving through 
a project right. You get a project with low energy, that’s what makes this fall 
out. Start having success, you lose energy, that’s why you move onto the next project,
because the energy is not there anymore.

So now you’re interviewing people in that market that are the best in the world 
to light you up and you have fun doing it anyway, and you’re building a list of 
subscribers in the beginning and they promote it or whatever. And Stephen, I’m going
to pass it back to you here in a second about the campaign related to something 
like that, but use something like that, it gets a big following. And then from there
you say, “Okay, I’m going to sell this clothing line over here.” And you promote
it to your new customer list. Your clothing line, let’s say you do that and nobody
buys clothing, and you’re like, “Huh, my people don’t like clothing. I’m not going
to invest in a clothing line.”

And then you’re like, “Let’s promote this RV thing over here.” So you promote the
RV time share, or whatever. AirBNB RVs, that’s actually a thing. One of my friends
built that company and sold it for a crap ton of money. Anyway, I digress. So that
could be another one. You go out there and push that out there, and boom you sign
up like 12 people and like, oh my gosh, this is the thing. And then maybe you do
another one, it’s four or five different promotions as an affiliate, this is where
you’re finding out what does your audience actually want?

A lot of people think it’s, they’ve got a website, therefore it must be super profitable.
That’s not always the case. It’s like, ‘Let’s test things as an affiliate and find
out what my audience is buying on,” and then we find out, “okay they’re buying this
kind of thing and now I can go deep. I’m going to go and build an RV club.” Or “
I’m going to go and build a clothing line.” Or “I’m going to go and sell Dutch ovens
because holy crap everyone wants to buy a Dutch oven.” And that’s where you figure
out the product you’re going to develop.

So that’s kind of some of my initial brain thoughts. I’m going to pass it back to
you Stephen because my question for you, especially if someone doesn’t have a list
right now, and let’s say they do want to go this route of let’s interview cool people
in the market that you dream about going, how would you create the campaign to get
that taken off the ground and to blow it up?

Stephen: Yeah, I’ll say that that’s one of the biggest misconceptions that I find
frequently inside the one funnel away challenge or anywhere. Any new entrepreneur,
they always think like, “Hey, I need to go create something that’s completely brand
new, something that’s completely prolific, something that no one’s ever seen before.”
And it’s just not true. 80% of the security in entrepreneurship comes from selling
something that they’re already asking for and already buying something similar to.

So you’re not going in being like a me too thing, but it’s neat to see like, “Oh
man, I can go in and I can still be creative, I can still have the fun innovations,
but based off of what they’re already purchasing.” And then it gets way more secure.

As far as campaigns that I like the most, launching something with no list, you 
and I have each done that several times, and I think one of the biggest things that
I like from this side of it is, if I can go in and identify who’s already publishing,
this is one of the biggest hacks to the game in my opinion. Let’s say Jaime’s going
to go in and let’s say he’s going to sell t-shirts or whatever and it’s going to
be around camping, I would go in and do exactly what you said.

I would go, there’s two criteria that I would look for that would help me launch
when I don’t have a list. And the first would be, number one, who’s big? Who’s already
selling and has a giant list of customers? Who’s already actively purchasing from
them? And I would make a big list from them, similar to what you just said.

The second thing though, is I actually look to see who in there is actually publishing
somehow, whether it’s an actual book that they wrote, they’re actively publishing
on a podcast or something like that. What I want to do is I want to find somebody
who, like I said, number one is big, but also has trained their audience to consume
their content. And what’s nice about that is you get all these pre-groomed potential
buyers that you didn’t search out. You just go find them.

So it’s really easy, just go on iTunes or on YouTube, these other places and just
start looking, “Who’s big in camping?” and you start seeing, “Whoa, look how many
followers that person has, and that person and that person.” Those are the kinds
of people that I go and try to grab. And I know I say it a lot, but honestly what
I would do is I would start publishing. I would do the summit like you just said.
I would do a seed launch. I would do, someone’s listening they don’t know what those
things are, what’s neat is that it does exactly what I’m saying, you just go in 
and leverage the followings of other people that they spent tons of time and money
to create. It takes a lot of momentum to launch something.

So what I would go do is go grab the followings of people who are already primed
for the pump. You get all the cards stacked in your favor. One of my absolute favorite
methods of launching a product when I have no list, I’ve done it twice now, and 
it’s worked well, and what I did Russell, is I took your perfect webinar script,
and then I wrote a webinar, but there’s 5 parts of the webinar that you talk about,
so that became 5 episodes of a podcast or a blog or YouTube or whatever channel 
someone chooses to do.

But I said something a little while ago, and I might ruffle some feathers up here
a little bit. But it’s true, we’re no longer just in the information age. We’re 
in the attention age, where the loudest is likely to get paid, and not the person
who is just the best. And that’s made some people mad as I’ve said that, but it’s
so true. How many amazing products are out there that are sitting on shelves that
will never be bought? You’ve got to be able to create some noise and that’s part
of the product, it’s not separate from it.

So anyway, when I’m creating a launch when I don’t have a list, that is one of my
absolute favorite ways to go do it. Hey, let’s go see all the people who are used
to listening to someone publish, and who’s already following someone who’s already
big and then I’ll just feature that guy on my show, and a huge portion of their 
audience will come follow me, and I’ll start literally my episodes out being kind
of like a tripped out sideways webinar, that actually is your perfect webinar script.
So that’s exactly how I like to do it.

Russell: Hey man, that’s awesome. Okay, the last thing that I’m going to add for
Jaime and then if you have any final thoughts you can add them as well. The last
thing I wanted to recommend because he was asking about moving from thing to thing,
and what I’ve found with entrepreneur…not entrepreneurship, with anything, energy
is what keeps you going.

So what normally happens with a business as we get into something, we get excited,
we start it and do all this stuff, and then if we don’t start getting some wins 
really quickly then our energy starts lulling and it gets worse and worse til eventually
a month later, or two later, or six months depending on how long your attention 
span is, most people lose interest and they move onto the next thing.

So the biggest thing I say is to keep the interest long and excited is really, its
funny because I think entrepreneurs get into business because they want to make 
money for themselves. That’s the first thing they start looking towards, how to 
make money for myself. But really quickly, especially after it starts working, you
find out almost instantly, that does almost nothing.

I remember the first time I made a thousand and then ten thousand, 100 thousand,
a million… I kept like, this will be the thing. And then it happened and you’re 
like, that was not as cool as I thought. And it wasn’t until I shifted from that
mentality of “how do I make money?” to “Let me find people that I can serve.” And
the difference in making your first million dollars or making, having somebody else
have success with whatever it is you’re doing, it’s like night and day. If someone
launching their first funnel makes a thousand bucks, that does more for my energy
and my excitement than me making an extra million dollars. It’s insane.

And I’m saying that in my space, I would say if you look at Kaelin Poulin in the
weight loss space, it’s like when she has the women’s success stories of “I lost
30 pounds in the last 2 months following Kaelin’s thing.” That’s what gives you 
the energy to keep going.

So it’s like, the quicker you can get to that the better. So the best way to do 
that is to start focusing, we’re talking about the customers. Who am I serving? 
Getting obsessed with going and joining all the people’s email lists that are publishing,
listening to the podcasts, listening to the interviewers, listening to all the different
stuff, because you’re going to start hearing the pain points over and over and over
again, and you start listening to that. And you’re like, “Okay, I can solve that
one. I can solve that one.” And you start getting into there, and you solve someone’s
problem they come back to you, that’s the fire. That’s it.

I tell you what, there is no financial reason for me to keep coming into Clickfunnels
every single day. Literally everything I own is completely paid off, money keeps
coming in, it’s like I don’t know what to do with this. It gets ridiculous at a 
point. But every time I get hit up on Facebook or tagged on a thing and it’s like,“
Oh my gosh, it finally clicked for me, I’ve been trying this funnel thing for a 
year and Russell said something in the challenge or the book or whatever that clicked
for me, and now I get it. I’m in this thing and boom, here’s my result.’ That’s 
what gets us to keep publishing and moving and waking up in the morning and coming
in and dedicating time and energy and effort, is the stories.

So the faster you can get to that the better, because it’s lonely. Entrepreneurship
is a lonely, lonely, lonely path. I know Jaime you’ve got great support from your
wife, most people don’t even have that. But even with that, it’s a lonely job, especially
with the ups and the downs. So the quickest way to start building your own tribe
and your own community where you’re serving them, and their wins are what fuels 
you.

And I don’t care if you’re selling physical products, ecommerce, clothing, whatever
it is, it doesn’t matter. Build a tribe and the tribe will give you the energy to
move forward, because as soon as you shift it from it being about you to it being
about them, then you’ll never leave it. I’ll never leave entrepreneurs. If I sold
Clickfunnels tomorrow for a billion dollars I’d still be doing events the next day
because that’s the juice, that’s what gets me moving and going.

So there’s my final thoughts, Jaime. I appreciate you voxing over the questions.
Stephen, any final thoughts before we make this thing into a podcast?

Stephen: Yeah, you know I think it was actually you that said to me, “Hey, the definition
of an entrepreneur is somebody who takes on a problem that they don’t need to take
on.” In fact, I remember, I was actually talking with you too about this a few months
ago. I was like, “Man, I’m making more than I’ve ever made or seen in my entire 
life. I’m all excited. This is so cool, so cool, so cool.” And then like a week 
later, not that long, seriously like 7 days later I was kind of getting depressed.

I remember thinking, this is really backwards, this is really weird. And I was like,
I must need to throw a bigger party this time. And then you go and you start trying
to do these things that you assume having more cash means and find out really quickly
that it gets really unfulfilling very quickly.

So I think for me, the game entrepreneurship is really, there’s two major things
it comes down to feeling a sense of fulfillment. Tony Robbins says that there’s 
the science of achievement and then the art of fulfillment. For me, the art of fulfillment
in entrepreneurship really comes in two ways. One might sound selfish, but you know,
Jaime if you’re listening to this, you’re probably seeing this in yourself, just
a row of what you might consider failures. When you step back and start thinking
to yourself, “How have I grown? How have I developed? How have I changed?” You know,
you start realizing that the level of opportunity that your personal capacity can
now match is way higher than what it was on your failure number one.

Sitting with Russell when I first started with him, you know, me and Russ sitting,
the you of right now, you’re totally different than you were like 3 years ago when
I first sat down next to you. And you even said several times there’s no way the
me of three years ago could handle the clickfunnels of today and what you’ve built
now.

So there’s a coin that I keep on my desk and when it comes down to the personal 
fulfillment side, it’s like I almost welcome the crap now that comes with stuff.
The obstacle is the way. And every single time anything happens, you start to realize
really quickly, holy crap, yesterday’s failure actually qualified me for tomorrows
opportunities and success.

So from a selfish standpoint, it might seem selfish, but the fulfillment of entrepreneurship
has come to me by looking forward, kind of, to some of the garbage. Not that I’m
looking to make it happen, it’ll happen on its own. But I’m like, ‘Let’s go launch
the next thing. I can’t wait to grow again.” So selfishly the fulfillment has come
from the growth, not the money.

Second thing though, that has really helped me in the fulfillment side of this, 
and as you start to see exactly, and I mean Russell you’re saying it’s all about
serving the people. When you start thinking, “What should I go sell next? What should
I go sell next? What should I go sell next?” Then you start taking the focus from
those you serve back to “How can I just make more money?” You’ll find very quickly
that it’s just not, I don’t know, it actually won’t serve them as much, probably
won’t sell as much, you get a little more antsy, wondering why people are so stuck
up they won’t buy your thing.

It’s really interesting the way it happens. If you just focus on your cause, is 
their problem. And entrepreneurship is taking on their problem, which you don’t 
need to take. And in my mind, this is like, I’ve almost treated this as kind of 
a sacred path. You know, I believe that the adjustments and changes in the world
is going to come from this sector. Not government, not, you know, it’s going to 
be from those who care who really don’t need to. So welcome to the entrepreneurship
brotherhood/sisterhood, the hood I should say. I really enjoyed doing this back 
and forth, hopefully it’s helpful.