It’s all about building pressure. Today I’m talking about how we launched the One Funnel Away Challenge. But before we cover that I should mention my first launch and why at first I was so embarrassed by it.
One of the biggest mistakes I hear from people is their rush to push a launch. They get so excited about their product that they’re ready to do everything right now. I fell in this trap too. And my advice is that it’s the quickest way to stay broke.
So what do you do instead? You wait, and you build pressure. A successful launch is all about building buzz and momentum. In this episode of One Funnel Away: Stories, I’m sharing what I learned from my first failed launch and how we went on to launch the OFA challenge successfully.
My First Launch
The first product I ever launched took me eight months to build. Life was busy at the time. I had young children and was in the army trying to squeeze in time at the end of the night to work on my product. I was sinking so much time into this project, but I knew it would all be worth it.
The time came for it to launch, and I use ClickFunnels to build the sales funnel. I was so excited, and sure it would be instantly successful. So I make a Facebook page for it and wait for the money to start rolling in. Except, it didn’t. No one bought it.
I was embarrassed. For months, I had spent months hyping it up to all my military buddies just for it to fall flat. I was disappointed in myself and just stopped bringing it up completely. But after a few months, something weird happened. I started getting dings on my phone alerting me to money being deposited in my account!
Money was tight at the time, so every sale was a BIG win. I had honestly forgotten the funnel was even up. So why was it working now? I had to get to the bottom of it.
“Unless you want to be broke, then you need to build pressure!”- Steve Larsen
How to Launch Correctly
Do you know how a funnel works? I didn’t. The failure of my funnel was all in the approach. I used the weakest form of launching. After building the funnel, I would do an E blast. This is when you go through your email list and announce your launch. If you’re lucky, you might get a few shout outs on Instagram, but other than that, the excitement around the launch tends to fizzle out pretty quickly. No one knows about the product until the day of release.
If you want a launch to fail, then that is the way to do it. Think of Hollywood films as an example of a good launch strategy. Usually, months before the release of a movie, there is buzz leading up to it. A few trailers are released, and the cast does their press circuit to create more conversation surrounding the film. They spend months building up pressure to the point where you’ve mostly seen the movie by the time you go watch it in theatres.
The same tactics work for launching a great funnel. My initial funnel failed because I didn’t build pressure, a story, or have a script. You need to have that to craft a narrative that people are interested in.
The One Funnel Away Launch
When we launched OFA, we promoted the heck out of it! It wasn’t just an E blast that Russell threw together. It was a whole production. We focused on creating a stair-stepping of sequences leading to more stairs that increased the pressure before the OFA launch. This is what a marketer does. We even used the 30-day summit to leverage the One Funnel Away Challenge.
To sum it all up, the key here is building to the big event. It’s the pressure that makes the biggest impact. Want to dive deeper? Take the One Funnel Away Challenge. We’ll be taking you step by step so you can avoid the early mistakes I made. You don’t want to miss out!
Not Sure How To Get Started?
It wasn’t until my 17th funnel try, that it all started working, big time. You know what? There are PATTERNS of failure and PATTERNS of success. I WISH I had the One Funnel Away Challenge to guide me. Click to accept the 30 Day Challenge.
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- Inspiring and educational!by Lia Zalums from Australia
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I was blessed to be on the first ever One Funnel Away Challenge and it changed everything for me from that moment forward. Plus I got to be on this show, how cool is that. Must listen!
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Listening to episode 14 w/ Leanne Woehlke explain the next ONE THING helped me figure out my next step in my copywriting career goals! Thanks for this podcast!
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Love hearing stories of how others have been able to succeed in their entrepreneurial journey.
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Love these stories of people who have completed the OFA challenge, applied what they learned, and kept tweaking til they got massive results. I didn’t have success with my first one but after listening, I’m excited to keep trying and launching until I have success! OFA rocks and levels the playing field for entrepreneurs. Thanks, Stephen, for starting this podcast!
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After managing the OFA Challenge for the last year and a half, I have seen first hand the impact it has in various business owners! Steve has an immense role in this success of these business owners and I love this show as he’s allowing them a platform to share their stories!! Must listen for any entrepreneur!!
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Great coarse! The best coaches! They are always available, very knowledgeable and easy to talk to. I would recommend OFA to everyone who want to be successful!
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After going through the challenge myself, I’m excited to hear others successes.
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Thank you for starting this podcast. Every day I’m studying, building, and implementing! The support and guidance you guys provide is priceless. I may have given up if it wasn’t for your support. Everyone comes into this thinking it’s going to be easy, and for a few it is. The majority of us must dig deep and change ourselves to become “good enough” to make it to the payoff. My goal is to one day be on a stage with people chanting my name. Not because I want to be a hero. Not because I’m rich, or famous, but because I made such a positive impact on their lives that they love me for it. Thanks for all your help in keeping this dream alive. D
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The One Funnel Away Challenge was exactly what I needed to actually ‘finish’ a project I had been working on for years. It’s so easy to put stuff off, isn’t it? Well lucky for us we get access to some genius marketers and entrepreneurs through this challenge. They give us the formula and work with us to go through it... so there’s no excuses anymore. Can’t wait to hear more stories of this from Steve! Right now I’m actually building up a funnel for my Juggling Video Course and will be re-doing the OFA Challenge to make sure I finish it in time. - WhosChrisHughes
"The Transcript Is Auto Generated And May Contain Spelling And Grammar Errors"
Steve Larsen 0:00
One of the biggest mistakes I hear from people is they'll say, Steven, my product, I just came up with the idea. I'm so excited. I think I can launch it next week. And I'm like, please, for the love of all capitalism, push the launch back, right? Build pressure, you want to be broke,
don't launch next week, build the pressure,
no one even know they've even heard the title of the thing. If you're gonna go watch. If you're like us, you've dreamt of building your own business empire, and the freedom it 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 asked about their shopping journey from failure to freedom. You can join them too. One funnel away.com. I'm your host, Steve Jay Larson. And you're listening to one funnel away stories. The first product I ever launched was actually this product. It took me about eight months to build. I was the army. We had kiddos. Life was busy. All right, and I was squeezing out a few hours a day, stayed up to two or 3am every day with class at 7am. But I was working on my own stuff. And I mean, I give up a lot of sleep for this thing. I spent eight months doing this, I mean to spend discretionary time and you might be in a similar situation. How many guys right now watching listening have spent your discretionary time putting together a product, right? And lots of time. Lots of time has gone into this thing. Well, I did the same thing. And the day comes to to launch it and I go out in this products done I build the sales funnel. I was using clickfunnels at the time still there too. And I was building this product, I toss it and I was like, This is gonna be amazing if 1% of 1% of 1% like oh my gosh, what island will I buy you I'm saying like, we all do that crap. And and I go out to launch it. And I built like a Facebook page and I made one small little post.
Do nobody bought it.
Like, it was a month and I was so embarrassed. I had hyped this up to my friends to military buddies. They were like,
you know, is this gonna be the thing? And I was like, Yeah, baby good song. You know, I was like, so psyched about it. Nothing.
Nothing. It was such a such a disappointment for myself. I didn't say anything. People bring it up and I would like kind of brush, accountant brush it off or whatever. And anyway, about three months goes by, and suddenly my phone dings then 795 Why did I just get seven bucks? and few minutes later goes by
hundred dollars and 97
who Why am I getting 90 Ding 400 white $497 you understand that at that time I was living on like $3,000 Every quarter like so to get $500 was like, Oh my gosh, this is either a bank error in my favor like a straight up monopoly, or something's going on. It had been so long. I forgot the funnel was up. It was so disappointing for me that when I spent a month on, I forgot it was up. And I was like, why
is this working?
compared to how we launch stuff now? That that's an embarrassment. Okay. So first of all, I want you to see why funnels even work. And to do this, I need to draw something here real quick. So again, if you're if you're listening to this, now, you're not going to miss out but just know that on YouTube. I am going to draw a little bit here for you. Okay, so let's, let's act like we have a funnel here. We got a funnel right here, and we got a page we got a page, we got a page and there's a down sale. Right and a thank you page, my box is getting worse.
Okay, and like Oh, sweet. There's the funnel.
Now what I used to go over my notes on my answer. What I used to go do though, is I would build the funnel, and I would do the weakest form of launching. I call it an E blast. An e blast is where you go out And you're going to drop an email. If you have a list, you're going to go to all the socials and say, hey, it's available, you're gonna go out, right? You're gonna go to Instagram, you might get a few shout outs here and there. And that's it. That's the extent and worst of all, you don't say anything about the fact that it's popping up until the day it's available. That sucks. Walk with me here. Okay, think about this. I want to draw another scenario here for you guys. Let's look to see how Hollywood launches a product. Right? And if you want to know more about these principles, and how to actually get traffic go to secrets of traffic calm. That's my affiliate link for Russell's new book. I got to write a little section in there about how I go in position stuff. You'll see it inside there, but secrets of traffic calm. It's no different than charge to you, but you get a bunch of bonuses for me. But anyway, what we do though, is we go out and you'll see this example in there. So I'm bringing it up. How does Hollywood launch a product? Again? I mean movie, what they do what happens like 12 months before the movie is about to come out. What do you see? Right before another movie, who they're talking to their buyers. You go to these things called previews and they're entertaining, right before and they're talking to their buyers literally because they're sitting in the seat watching other movies. They're talking to their buyers 12 months beforehand, and suddenly, there may not even be like much of a preview or a story. It's just like, coming summer 2020
You don't say it like That's it? Like,
if you don't know anything about it, there's no, right. There's the emotion that pops up. You might even put it in your phone. I see people do that sometimes, too. No date. Hardly anything else besides the title, but now there's a little bit of buzz, right? They just popped up a little bit of pressure right there, right, a little bit of a pressure bill, a little bass line right there. What happens about six months prior, six months prior, they bump up the pressure. Again, a little bit more of the story is released. Let's go highlight a little bit of the protagonist, maybe a little bit of the antagonist. Let's go Oh, look at that little bit of excitement. They're going to do something similar as an E blast. You'll start seeing some ads on YouTube. You'll start seeing right, what happens about three months beforehand. Oh, they pump up the pressure a little bit. Again, more of this story is released. There. So how many times you go to a movie? And basically you saw the movie in the preview? Right? Right. They're just releasing segments of the story, man. That's what it is. It's a business, right? What do they do like three months beforehand, or even six weeks. All the actors go on tour, and they're gonna hit all the tonight shows in the late night shows. They're gonna get over here and talk.
And they're gonna Hey, what's
what's that scene? You said? That scene was crazy,
right? You go watch it. They're like, what was it like filming that? Yeah. It's pretty crazy. Like, hey, yeah, makes you go see it out in theaters this weekend. Right? It's a pressure launch. Okay, they're literally launching a product. And they're hitting the distribution channels of the people who are likely to go buy the product, watch the movie. And so it's the stair stepping increases of pressure, small little mini events, little tiny mini events that are that are increasing in pressure towards three things. a specific date, time and location. Okay, date, time and location. You guys aren't taking notes. This might be a good one for you guys to do that again. If you're not watching In YouTube, it might be advantageous this specific episode, but date time and location in theaters near you. location. Thank you so much on this date, available midnight, date, time location, three foundations of a launch. Okay, now caveat this or comparison, compare this compare this with how you launched your last funnel. One of the biggest mistakes I hear from people is they'll say, Steven, my product I just came up with the idea. I'm so excited. I think I can launch it next week. And I'm like, please, for the love of all capitalism push the launch back. Right? Build pressure. You want to be broke. Don't watch next week, build the pressure, no one even know they've even heard the title of the thing that you're gonna go launch. Why would you watch right now? That's one of the biggest veins of current launch styles. No one's ever heard of it.
No one's ever even know that I'm building
it. I built no pressure, no story, no scripts, nothing around it and suddenly the day arrives and you're like, how come nobody's bought
it? You know,
it takes like 10 years to educate an entire economy for a single product.
What do you expect them to do in a day? Stop?
Let's go back to how we launched one funnel way challenge, because this is key. We have the one funnel way challenge. Guess what Russell didn't do an E blast only. Okay. He didn't just on the day one because he walked me one day and he goes, Hey, dude, I'm interested in doing this challenge thing. Would you be interested in being a part of it? And I was like, to be totally honest. I was like, I don't know, man. Like, I don't know if that's my shtick, and it was my jam. And he goes, No, this is what he said. He said, Dude, it's in your freakin DNA to be this role. Because because you have a way of yelling at people without yelling at them. Please come and be one of the one funnel way coaches come into my office. So I came in his office and I sat down there, and it was myself is Julie stone and several others. And we started going through and mapping out the curriculum for the one funnel way challenge which by the way, if you've not taken this, and what I'm what I'm saying right now is fascinating to you. Go take the challenge, go to facebook.com and grab the challenge. dropping a lot of links, but come on, this is valuable crap, right? Imagine if you paid a little. Alright, so if I come over here and we got the one funnel way, I'm just gonna say oh f a challenge, right, we get the one funnel way challenge. Again, what we did not do is merely drop an email. How many people think are on Russell's list? box? There's half a million when I showed up four years ago. There's a lot of people on his email list. Okay. Just like one segment. By the way, a lot of people on his email list, what we did not do is just go and do an E blast.
So what we did,
and think about this in terms of your own product, your own funnel, right? What we did is we're like, oh my gosh, we got to create the stair step of sequences leading up to the stair step of increasing pressures towards the date that oh FA is available, is with me.
is what a marketer does. So what Russell first did is he's like, okay,
the best way to go get a lot of sales towards something is to do something else. Right before it and leading up to it. So what we did is Russell Russell came up with this concept called the 30 Days Challenge or 30 day summit, if you guys go to 30 days calm, he doesn't see it. What he did is he went out and he goes, Okay, I know that I want to sell. This is a little bit more of like a techie style. I'm gonna go deeper on this episode, but hope you guys are enjoying this. Because you understand like, what marketing really is by watching what it is that we did to launch this. So for like, okay, we know we want to sell the Click Funnels space. And we also know that we want to sell a little bit more of the broader internet marketing space on the one funnel away challenge.
What if we had some of the top list owners who were very successful?
Right? Oh man, big person, big person with a big list, big person with a big list, big person, a big list. Let's go in. And let's have them get on a summit. We'll call it the 30 day summit. What would you do if you had To get if you lost everything. This is the hook for the summit. What would you do if you lost everything? How would you be back on your feet in 30 days, day by day? What would you do? Listen, intense prompt. He has 100 people, only 30 of us respond because that's an aggressive question.
And so what he did
is he had us all come in, and this is one of the first things we did summit. Right. We went in, and he started talking about the fact that there was this summit that was going to be coming up called the 30 days summit. Now, do you think again, similar to this, do you think on the days that the summit was suddenly available, that's when people first heard about it. Now, he told where summit came from, he told where this 30 days concept came from. He didn't come up with any final act it from a guy from two years ago, right? So he went in and he asked all these other influencers, Hey, will you come in and do this cool interview? Will you write a really cool chapter about your interview? Will you do a deep dive on that strategy as well and packaged it all up? And he put it inside of a funnel and on the upsell said if you want to be pretty Part of a 30 day challenge to get your funnel out the door. Right? It's only $100. You see what we did here? So we did the summit. He starts going out. We did tons of interviews about it. He got on lots of he got on my show, he got a lot some of my original shows, with my affiliate link, helping me promote it. And he was doing that to all the other influencers as well. He went out and we did. I mean, he did the rounds, he did the equivalent of going on all the tonight shows, right talking about the summit talking, we're not talking
Not talking about one funnel a challenge talking about the summit. You see it as a stair stepping increased pressure kind of activity. This is a campaign. This is marketing. Remember, we're building small mini events leading up to a big event. So he did a 30 day summit, he did a whole bunch of interviews, he went out and he and who else did it we did lots of lots of stuff. It was like a year and a half ago. So I'm still trying to pull from my memory some of these things.
But the point
is, is that as stair step, increase their step, increase their step increase and then on the back of the challenge. The back of the summit, he sold the challenge. That makes sense. This is a really key big principle and big lesson. So anytime I'm like, hey, how can we go launch this product mistake? For me to keep it secret? opposite of what everything in college taught me opposite of what everything and all these marketing books taught me except for Russell's. Right? Stop holding your ideas to yourself. You're not the one buying it. Start talking about it. get feedback, get input, have people tell you oh my gosh, that's a great idea. Oh my gosh, that's a terrible idea. Like oh really why you're not you don't feel your own wallet. So go and start if you're like, Hey, I know I want to sell this thing or Hey, I know that I'm going to go and build this sweet funnel. Whatever it is you got on your mind right now. The question to ask yourself is how can I build pressure over time towards a specific date, time and location where this is suddenly made available and everyone is on bated breath waiting for it? Because this is why when I finally left my job, I had 20 grand in my hand Five days later, I left with no product, no revenue, like I was at nothing, there's no funnel. What I did have is I was very good for the six months prior building pressure, building pressure, building pressure, building pressure, and I just happened to release oops, having to release that pressure, like two or three days after I left my job. I found out later that there were people literally waiting up all night with their credit card in hand waiting to purchase it. If people aren't doing that. Asking for your thing. You probably shouldn't launch yet. But that's you understand, Okay, I'm gonna draw one of the things here. I'm gonna raise your hand real quick like I can hear me see the camera. Good job. Will not not get offended. Sweet. I don't have to say the last time but check this out. What creates cash, the funnel, or the stuffer? Who were getting in some pretty tend to topics right here. funnels don't create cash they collected. What creates cash is these marketing these pre marketing activities, these campaigns campaigns, create cash funnels, collect cash funnels capture the effects of your marketing. The reason why I also sometimes when someone's like, well, Steve, I don't have any money for Facebook ads. I'm like, that's not the only way to do a campaign, bucko. Right? Are you doing anything else? Any mini event any micro event prior to most my things now I go launch. I go and I actually one of the biggest products we just launched recently was we were through a is a four month campaign, four month campaign, we did a little mini event at someone else's Actually, we did a little mini event as someone else's event. We did a whole bunch of guests interviews, we did a summit and it took four months to go through all that but a boom pressure, building pressure, building pressure, building pressure, boom, slams out the back. That's where you make the money. Remember that funnels collect cash campaigns created, you need both, and you need both and both need to be amazing. And there's a science behind both of them, but understand why the cache actually gets created. So when people ask them Question How do we launch the one funnel way challenge? Well, we launched it like a direct response marketer guys go and take the challenge go to a signup calm love sharing this kind of stuff with you guys oh if they sign up calm that'll get you inside the challenge you can see what I'm talking about you'll be guided through the entire challenge itself if you want to know more of these campaigns strategies and how to build pressure and release it strategically like a direct response marketer online, go get Russell's new book go to secrets of traffic calm that is my affiliate link got a bunch of goodies there as well for some of my community's favorite traffic styles are given away as bonuses, but loved having the show please rate and subscribe. We'll see you guys in the next episode. Bye. Oh 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 by 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