I had the joy of speaking to Giuliano Grimaudo on this episode of One Funnel Away Stories. His entrepreneurial journey is filled with valuable lessons to anyone who is just starting.
Giuliano has had an interest in entrepreneurship for as long as he can remember. Throughout his childhood he would try to come up with different ways of leveraging his talents to make money. But it wasn’t until a year ago that he connected the dots and realized that was the direction he wanted to take his career in.
For a while he attempted to monetize his talent as a musician. He would do local gigs as well as perform online. He also taught himself graphic design to build a business with those skills. After that, he taught himself photography and even started booking himself some weddings. Eventually those business attempts fizzled out as he struggled to figure out how to attract sustainable traffic.
That all changed once he took the One Funnel Away Challenge. Now Giuliano uses the skills he learned from OFA to help build his multi-level marketing business. He has learned how to offer value in a way that attracts customers and is using this newfound knowledge to scale his business.
Finding His Path to Entrepreneurship
Giuliano Grimaudo has always had the entrepreneurial bug. He had tried and failed at several business endeavors before really finding one that stuck. Each time he would start a business he struggled to find a customer base that would stick. Things finally started to look up once he found DotCom Secrets and the One Funnel Away Challenge.
He learned that there is a specific mental process people have to go through to buy. As a business owner, it became important for him to understand how to walk people through that, and in turn his confidence began to grow.
Giuliano used the skills he learned through OFA to join his wife in her business endeavors. She was building her MLM company and he decided to jump on board. Now that he had learned the essentials of funnel building he started to aim his focus on creating value.
To find success in their multi-level marketing business, Giuliano knew he needed to show and offer value to build a brand. The framework for those businesses is often two-fold. On the one hand, they are promoting a product but on the other they are selling the ability for others to become their business owners.
Giuliano Grimaudo Imparts the Importance of Adding Value
In Giuliano’s business he starts offering value the moment potential leads land on his website. He and his wife make sure to add value up front through sending out free product samples. They believe it’s a matter of getting the potential customer into the bottom of the value ladder, and then ascending them up the value ladder.
People often vastly underestimate how much value they have to offer in order to make money. Oftentimes in the MLM world people think they can just show up and the money will start coming in. In reality, it takes continued effort and value creation to really build and scale a business.
Giuliano and his wife’s business is in the hair and skincare realm. They initially produce value through establishing a relationship of trust whether the customer buys from them or not. His wife created a guide that helps women achieve healthier hair by altering the way in which they wash it. They don’t have to use any specific products. They just have to change up their routine.
The method they created allows people to benefit from their business without ever actually buying anything. This implants a seed of thought that entices them to continue up the value ladder and see what they can get when they do decide to spend some money.
“You can’t deposit in someone’s emotional bank account if you don’t connect to their emotions.”- Giuliano Grimaudo
How to Make an Emotional Connection With Your Customer
When it comes to providing value it can be difficult to ascertain what exactly that may be. Giuliano and his wife set out to answer that question by considering an emotional appeal. If you can do something to make someone’s life better in some way then you’ve most certainly provided value.
Giuliano Grimaudo does free daily coaching to help others build their business. When he’s in the position to help others, it takes very little effort to sell. Essentially his services begin to sell themselves. When you can offer emotional substance to people the rest just starts to fall in place.
His advice to other entrepreneurs is to just go for it no matter what. It can be easy to see someone else’s success and believe there is something different about them that allows their achievement. He’s developed a mantra of flipping that perspective and now believes he is capable of anything. It’s important to carry that confidence as a business owner.
“If they did it, then I can do it.”- Giuliano Grimaudo
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"The Transcript Is Auto Generated And May Contain Spelling And Grammar Errors"
Guiliano Grimaudo 0:00
I think people vastly underestimate how much value they have to add to other people in order to be able to make money. But the cool part is like you just add enough value out there. And the money just comes, you know.
Steve Larsen 0:13
If you're like us, you've dreamt of building your own business empire, and the freedom that can bring you. But today, there's hidden traps on the path of entrepreneurship placed by Big brother and the big brands. So now we're forced to answer hard questions like, how do we grow a real company without taking on debt or giving away ownership? Or how can we get leads and buyers for our own products when there's so much competition with deep pockets? Finally, those questions are answered and 10s of thousands of people are taking the challenge to walk the new path of entrepreneurship. Follow this podcast while I ask about their shopping journey from failure to freedom. You can join them to at one funnel away calm. I'm your host, Steve Jay Larson, and you're listening to one funnel away stories on what's going on Steve Larson Welcome back to the one funnel way stories show I am very excited. I am asking entrepreneurs about their entrepreneurial journey, which for many of us usually is a lot of attempts before something works. And we have success. So that's what I'm asking everybody on the show about. I'm on with a very special guest. Juliana Amato, very excited for you to be here today. Thanks for taking the time.
Guiliano Grimaudo 1:20
Yes, absolutely. Glad to be here.
Steve Larsen 1:22
Yeah, absolutely. up now just sort of looking around to get to know you. What, what are you doing right now currently.
Guiliano Grimaudo 1:27
So right now I am in an MLM with my wife. Me and her are doing it together. It's something she actually got started on her own. And then I kind of just realized, like, I fit into it perfectly with a lot of the stuff that I learned from, you know, Russell Brunson from you with LFA and all that stuff. So we kind of like teamed up and now that's what we're doing together. So that's awesome.
Steve Larsen 1:47
And with everything that's going on right now, honestly, everyone's thinking about home based businesses now, so I'm sure that's
Guiliano Grimaudo 1:52
100% 100% people were just saying like how crazy it is like people are getting laid off and whatnot. For us, like, our team just had like one of the biggest weekend's in business like ever. Yeah, even with the stuff going on. So
Steve Larsen 2:06
no, it's only it's only makes sense. Absolutely. To go to roll it way back, you know, compared to now, when did you realize, oh my gosh, I'm an entrepreneur.
Guiliano Grimaudo 2:15
That's so funny. You know, I feel like my whole life like I've been always trying to like start businesses and make money and I didn't. It wasn't until like, literally a year ago, I realized like, Oh, this is a thing like, like, always want to start businesses. They're called entrepreneurs. That's me. That's what I want to do. Yeah, it's so funny. I'd started trying stuff when I was like a little kid like I was like, had these little like bead lizard things that I was trying to sell you made those
Steve Larsen 2:39
two, I totally sold those. I did that same exact thing. My brother and I would stay up and we would do little different patterns in him and make duct tape wallets and go somewhere like exactly larious You're the only person I've met. Who knows what that is.
Guiliano Grimaudo 2:54
That's hilarious. Yeah, I did that when I was a kid. And then, you know, over time, it's like I tried so many different things, because I'm A musician and I tried to make money like doing YouTube videos. I tried being a photographer, graphic designer, like all this stuff, and it always just fizzled out.
Steve Larsen 3:09
So, okay, so I think it's a powerful thing you just brought up though I think a lot of us have tried businesses before we ever knew we were an entrepreneur. And I certainly resonate with that so then it was like a year ago you said that you're like, Oh my gosh, what entrepreneur is the first business then was it was it the lizard beat thing?
Guiliano Grimaudo 3:26
Oh, man if you I'll be like if I go back to being a kid Yeah, absolutely. I would say it was like this lizard bead thing that I was trying to make and sell to people Yeah, but then with when I when I joined Oh, fa it was I was I had an e commerce business where I was selling these like little these little medical alert wristbands. Oh, cool. Yeah, that's awesome.
Steve Larsen 3:44
So econ biz, what you're doing I'm sure there was something after lizard before you come business. Where were you trying in there?
Guiliano Grimaudo 3:52
Yeah, well, so yeah, like I said before I was doing I was a musician. So I was like, trying to do stuff like, like playing like local gigs. Then I tried. like making money online like posting videos of myself singing and playing guitar and like trying to do like Patreon and all this stuff. And then and then I started I start I taught myself like how to do graphic design. And so I was trying to take on graphic design clients, I taught myself photography, and I started a young photographer clients, but like they all kind of just fizzle out because I didn't really like understand how to like how to acquire customers. Right, like and it was so funny is like later, like once I went through RFA, I looked back at all these businesses, I had tried them like I couldn't use funnels for all of these things, was like, I had no idea about it at the time, you know,
Steve Larsen 4:36
seriously, I've done the exact same thing. I've had to be gentle with myself. Be like, Oh, look at those tries. Like That was sweet. what it was that was her. That was cute. The exact same issue though, because I thought the talent was based on the thing, not selling the thing, you know? Yes. So I guess besides that, though, like What are some of the other patterns you saw? Like now they've gone away and things like that. What are the things that looking backwards? Like, oh, this is also why that didn't work. Oh, yeah.
Guiliano Grimaudo 5:08
So you know, it's funny. It's like what you just said about having the skill to do something, but being able to sell it. Like when I saw it's funny a lot. There were a lot of things. I focused on the skill, right, like playing guitar and singing, I fell. I tried practice for years. But then what's funny is when I ended up doing photography, what happened was, I was doing graphic design, and one of my clients was like, I don't she was like, she was ready to move forward. And then she was like, oh, man, something came up. I don't have the money, but I really want like the design done, like, will you take one of my cameras cuz she was a photographer, like, will you barter? I was like, Yeah, sure. So I took her camera, and I immediately was like, I need to get paid for this. And literally that weekend, I booked a wedding where I got paid $100 an hour. Wow. And I didn't I hadn't even shot with the camera before. Like it was like a DSLR like a professional DSLR camera. But like that point it was it's like What you said like realizing there's a difference between having a skill and then being able to sell because at that point, I had never even taken pictures. But then I put like, literally the week I got the camera, I booked a wedding where I was getting paid 100 bucks an hour, like I took good pictures. Right? Right, right, keeping those fit like you're not it's nothing unethical. But like you said, there's a value in being understanding how to sell people on something versus the quality of the product or whatever you're doing itself, you know,
Steve Larsen 6:25
so so that being said, I'm taking notes here. That being said, then if the issue in the past was because I had the same problem, but at least in the past was repeatedly I have the thing, but then selling the thing and how to how have you solved acquiring customers now?
Guiliano Grimaudo 6:41
Yeah, well, so now I understand that like one of the things that we learned so before I took all FA like I read.com secrets, I read expert secrets and all that and understanding like the process that people have to go through to be able to buy and understand like a funnel, right? It's like all it is is just walking them through Through that process to get them to say, like, yes, I'm willing, I'm willing to pay for this, you know. So for me was just a matter of like understanding that process and turning that into something like a funnel right that people could walk through. And so now that's basically all it is like, anytime, like I said, I transitioned over into an MLM. Because I was just confident that I could, it's like, well, I understand the process. Like I understand how to acquire customers. And I was like, let's just
Steve Larsen 7:22
apply this now to a new business. So like, what does that look like for for how you're, you're right. And I think that's the reason why so much what we do applies to like, 99% of actual business out there. So acquisition, like if you're going to teach this to a brand new person, what would you say to them? This is how you acquire.
Guiliano Grimaudo 7:38
Okay, yeah. So one like a funnel that we have going right now that I'm building is like, first of all, like adding value, right? So you've got like the the lead magnet or like the squeeze page. And so like that 100% is like adding value up front, getting their email address and continuing to add value to the point that they feel like they need to pay right So like for us, it's like we have a lead magnet where people opt in and they get taken to a second page where they're basically sold on like the free samples of the product. So it's a matter of just getting them into the bottom of the value ladder, and then ascending them up the
Steve Larsen 8:13
value ladder. So value first and you continue. I like you said that continue until they feel like they should pay you. Yeah, they should pay you. Yeah,
Guiliano Grimaudo 8:22
I feel like there's so many people that I talked to especially like, you know, when you're in MLM you get people who join who just feel like, oh, if I just show up, I'm somehow gonna make money, but it's like, no, like you, you I think people vastly underestimate how much value they have to add to other people in order to be able to make money. But the cool part is like you just add enough value out there, and the money just comes, you know? Yeah,
Steve Larsen 8:44
yeah, I think it was, um, oh my gosh, I'm gonna miss I'm gonna mess this up. But it was a book. I think it's the science of getting rich. There's two ways to get rich by competition or creation, right? And so I can go compete like crazy and you notice like the people that don't lead with Value first, they typically come in and they are competition right out of the gate. And so in doing so, like they have to compete on margins, and it's razor thin, it's really sucks. Or you can do exactly what you said, by creation. That's how you get rich. And leave with the value first, what type of value like for someone who might be leaving on this the first time? What do you mean by value? Sometimes? So it's accounts and that's not what we're talking about.
Guiliano Grimaudo 9:22
Yeah, yeah, totally. I totally get that. So for us, like, the, the, the MLM that my wife and I are in is like a hair and skincare thing. So for us, it was like, What can we give to someone from the beginning, that is going to bring them into our audience that is valuable to them, regardless of whether or not they ever buy from us. And so for us, like my wife came up with this thing where it's basically like, you've been washing your hair wrong this entire time. It doesn't matter what brand you're using, you've been doing it wrong. And if you change these like three steps to what you're doing, when you're washing your hair, you will see a difference in your hair. It doesn't matter if you buy from us or not. And so she made this guide like it's just basically The Ultimate Guide to washing your hair. And so that's how we bring people in, right? But the point is, like you said, it's value. It's something that it's not like I'm not discounting our products, but it's something that people are like, Wow, this is so valuable, and I didn't have to buy from them in order to get something like what, what, what sort of value Am I going to get if I give them money? Interesting?
Steve Larsen 10:20
Yeah, that's powerful. So how do you decide you know, cuz a value is obviously determined by the other, you know, to me, not you. How do you figure out what's valuable?
Unknown Speaker 10:33
That's a good question. I know he's
Steve Larsen 10:34
like all questions on sort of like philosophical but this is like a huge, huge thing for people to understand because you're so right on. It's like, it was it was Adam Smith. He's like one of the first people to say like, value isn't how long it took the person to make the product value is in the eyes of the beholder. And he was like one of the first people to say that, and it was like this earth shattering thing, but values this thing we all it's like the easiest thing, tweak and play with the easiest level. A poll, I guess. So how do you how do you figure out like, what is valuable?
Guiliano Grimaudo 11:04
Yeah, sure. Well, so I think for us part of what our process was, was because obviously has to be tied to our business, right. So we're thinking, Okay, it's kind of like the question I asked before, like, what is it that I can do that would make a difference in someone's life, regardless of whether or not they ever buy from us, but it is somehow tied to our product, right? And so for us, we realized, look, if anyone's ever going to buy from us, it's because they want better hair. So how can we get them to get better hair without having bought from us in the first place? Right? So that they see Wow, these results are amazing what's going to happen if I actually buy I mean, for me, the way I view it, it's the same way as like calm secrets, right? And expert secrets like I got the book for free. I learned so much from that book. And so when I came across all FA It was like, dude, if I if I got this book for free, just pay shipping and handling and it was like so amazing. What am I can get if I put 100 bucks. But I mean, yeah,
Steve Larsen 11:57
yeah, dude. Oh, man, that string of questions you just dropped As goal there, why do they want this benefit? How can we help them get that benefit regardless if they purchase from us? And then we toss in? How can we actually go for the sale after that, everybody and Giuliana will be taking over the one funnel way challenge. So buddy, so it makes total sense, though, because I feel like when you don't start with those first two questions and try to figure out like, hey, how do I solve? It gets really hard to acquire customers. And that's when you got to go study more hardcore sales and closing tactics, which is a great thing to go learn. And when you combine that with this, oh, baby, it's raining. But yeah, absolutely, absolutely.
Guiliano Grimaudo 12:39
I'm kind of doing something similar to what you were doing where I'm helping people within our MLM, like succeed using funnels, right. And it's like, we're talking about adding value, right? Like I do. We have a Facebook group, right? I do daily coaching for free. I just jump on for free and I just start coaching people on the business and it's like, easy to get people to join the group and I don't even feel like I'm sitting selling them. Right? Right? Because they just eat it up. It's like, this is amazing. You know, and I haven't even sold to them yet. No, it's so true. It's just, it's just the same concept. You know,
Unknown Speaker 13:07
it is and then you come back in,
Steve Larsen 13:08
like, I was talking about this with somebody yesterday, I was like, Hey, I was like, I love it when I get to do roofing podcasts where I'm just riffing on the last thing I just learned. And a common question is always, well, how much is too much to give away? And I'm like, don't worry about that. Like your position. Like, it doesn't work like that. Yeah, yeah, exactly. Absolutely. Okay, so how to acquire you guys solve that by figuring out what they want and how to get them closer to that regardless if they buy from you. And then it makes selling very natural. They want to be sold. There's been several times I'm sure you've had the same thing happen where people are like, I feel like I owe you this just because of how much I've learned from you from your stuff. Exactly. Exactly. Yeah. Has that been happening to you guys?
Guiliano Grimaudo 13:49
Uh, yeah. So so many people. Like I said, people are just flooding into the Facebook group or I'm like teaching stuff in there. Like this is crazy. Like, how are you just telling us this? We're not even in your downline, you know. So yeah, it's totally true. I haven't actually launched the, like the affiliate offer yet for them to join clickfunnels. But when they do, I'm sure people are just gonna eat it up.
Steve Larsen 14:06
It's so true. It's nuts how it works, man, I absolutely love that. Okay, so that's the major difference. So as far as selling the skill, you realize where the skill adds benefit in your dream customers life, then you figure out how to get them closer to it, then when you do drop a sale you've like, it's almost like, um, think of it like a, like an emotional bank account, you know, you've deposited so much so like, I'm really bothered with my actual wallet, you know? It's like, the easiest way to do, it's like, people always ask as well, and I want to ask, you see what your answers is like, they always say like, well, Steven, like, do you have to become the attractive character do you need to be? Can I just outsource the role of somebody going live every day or whatever, however you choose to publish, and it's like, that's, you're missing the point. It's, it's really hard to make these emotional deposits for them, you know, but it's gonna be a lot slower. Have a road that you're wanting, I guess I would share that as well. Is it important to become an attractive character? And how
Guiliano Grimaudo 15:05
Yeah, be 100% I mean, look, we live in a different time. Like, I feel like previously, it was like these big corporations where it was just like, oh, like, I just trust this corporation. But now, first of all, none of us are like trying to be like apple, like, none of us are like, I'm gonna be apple. It's like, we all just want to make a living and make a decent living, right? And it's like, the way to do that is like, you have to make that emotional connection with people. It's like you said about the like, the emotional bank account. You can't deposit in someone's emotional bank account if you don't connect to their emotions. And the only way to do that is from person to person, you know? Yeah. Oh, man. I love it. I love it. So
Steve Larsen 15:37
you've gone through I mean, everything from the lizards, which I certainly did myself, going into Econ, biz and musician, you took pictures you did digital, you did design for a while, like very similar people. And the biggest problem in the past is how do I acquire you solve that by realizing the skill and then selling the skill and leading lots of value? I guess what would you say to anyone else who's like thinking about like, making the jump into entrepreneurship in general? You know, there's
Guiliano Grimaudo 16:06
not me just entrepreneurship in general. Yeah, they're just like, you
Steve Larsen 16:10
know what, I'm working at a job, which I will just say publicly here as well. I don't care if you're working a job, if you're not happy in it, that I have an issue. Yeah, that's exactly right. Exactly. But someone sitting there, they're not happy in it. And they're, like, apprehensive, Oh, my gosh, am I gonna go do this? You know, what advice would you have for them? It's so
Guiliano Grimaudo 16:27
funny. You say that, because I feel like for years, I wanted to work for myself. And I was always trying to, like, find a way to do it. Like I said, I came up with all these ideas. I forgotten even like Uber, and I was delivering for Amazon and stuff. Like, I've always had jobs, but I was always trying to do my own thing and like trying to find a way to make it happen somehow, you know. And in the end, I think I just realized that it's like, I'm not gonna get what I want in my life until I start giving myself what I want in my life. Right? And so in the end, it was like, dude, like, if you don't want to work for someone, don't work for someone. Go do it and make it happen. Because, you know, I remember when we jumped into RFA It was like, Look, other people have done this. Clearly this system works like the only variable is you. And so for me, I was always and I heard this over and over again, like about successful people, this is the way they think if they did it, I could do it. And that's honestly my entire life. That's how I've been thinking is like, if they can do it, I can do it. And in the end, guess what, if you don't think that way, just tell yourself, right? Make yourself think that way. Just keep repeating it yourself. If they could do it, I could do it. If they can do it, I can do it. Because that that's what ended up getting me where I am, is every single time I would come to something. I'll be like, if that person could do it, I could do it. And I feel like that was part of like what we talked about even during all FA was just like, like Russell Brunson like his attractive character or whatever. Like that is kind of like who he is as a person, you know, like, kind of shy and like, whatever. So because of that, it's like, dude, he's just a normal person. Like you understand that. All of us are just normal, right? We're just normal people. And it's like, if that person can do it, so can you base because they made the dishes decision to do it, right. They said yes, I'm gonna do it and then they took the action to make it happen. Yes. It's so true. It's so
Steve Larsen 18:05
true. Yeah. Yeah. And he, we were foxing yesterday, you know, back and forth. And this, it's still kind of like, reserved, you know, even though we've known each other for years, we work together.
Unknown Speaker 18:17
Like it's still that way. And
Steve Larsen 18:18
he's, I don't wanna say like, I'm not trying to downplay everything he's done. But yeah, he's a normal guy. He's got a family, he doesn't get too nervous. He gets you know, so it's totally normal to have all those things in those feelings. So, everybody, if you were on stage right now, I would ask for a raging round of applause and standing ovation, Giuliano tomahto everybody's been absolutely fantastic. Thanks for thanks for being on here really means a lot
Guiliano Grimaudo 18:41
yeah, I'm so glad to get on here and be able to talk to you is cool
Steve Larsen 18:44
Yes, very very cool. Well, if you get into thinking about taking the one funnel a challenge go to one funnel way comm if you want to Click Funnels trial, go to I love clickfunnels COMM And you get a two week free trial to it as well and join funnel hackers and one funnel layers everywhere. Thanks so much for Lana's been amazing Yeah, it wasn't that good. Hey, thanks so much for listening. About a year ago, Russell Brunson asked me to write a chapter for a secret book he was writing, and this is the prompts that he sent over. Hey, Steve, let me ask you a question. You suddenly lose all your money along with your name and reputation and only have your marketing know how left you have bills piled high and people harassing you for money over the phone. Plus, you have a guaranteed roof over your head, a phone line and internet connection and a clickfunnels account for only one month. You no longer have your big guru name. You're following your JV partners, other than your vast marketing experience. You're an unknown newbie. What would you do from day one to day 30 to save yourself, Russell Brunson. Okay, to hear my response and 29 other experts answer this very challenging prompt. Just go to 30 days calm. It's literally the number 33 zero days calm. Although each of these experts are in very different industries. You're going to see patterns and what we each talk. Above that you're going to learn what activities actually cause cash in your business. Seeing what 30 internet millionaires do and often did in a pinch to cause cash in their own businesses. open a new tab and attend the free summit at 30 days calm that's loaded the number 3030 days calm