Hey, Steve Larsen here! In today’s episode of One Funnel Away: Stories, I’m am tackling one of the most frequently asked questions I get. By now, I have hopefully convinced you of the importance of publishing. If not, then check out last week’s episode.
I’ve covered why publishing is so important, but that’s not the end of the battle. What’s equally vital is the approach in which we publish. It is not enough to simply throw content out and hope it sticks to the right audience.
Luckily, I’ve spent a lot of time studying this. There are best practices when it comes to positioning what you publish. The key is to focus on social issues. Marketers are attention getters. To get sales, you have to create noise.
“Create content for a specific marketplace” – Steve Larsen
Where to Put Focus
“You have to make noise to get attention” – Steve Larsen
To succeed in marketing, you must command attention. It is not an easy thing to do! Look at Russell Brunson, for example. Yes, he is incredibly successful now, but he did his thing for THIRTEEN years before switching his focus to promoting funnels. If you want to start from the bottom, then all the more power to you, but let me say, there IS another way.
So what is it? The truth is, you can align with where noise and attention already is. Instead of sitting on your deserted island with your S.O.S signal, try finding the audience that already exists. One of the easiest ways to do that is to understand the social issues that are out there and take a stand.
Probably one of the biggest mistakes I see people make is not taking a stand. They tend to be so afraid of offending people that they refuse to offer any of their own opinions. You have to make yourself known! I’m Steve Larsen, who are you?
Take this podcast, for example. It’s pretty obvious from the title that when I came up with the concept of the show, my goal was to target the ClickFunnels community. Every week, I talk to a successful entrepreneur who has gone through the One Funnel Away Challenge to inspire you guys and create noise!
How to Position Publishing
Make publishing an asset. That’s exactly how I’ve positioned the One Funnel Away: Stories podcast. Like I’ve just stated, my goal here is to generate noise. And why is that noise so important? Because my hope is by listening to these stories, people who are interested in taking the challenge decide to take the leap. Maybe they’ve been inspired because someone with a similar entrepreneurial journey to their own has found success through OFA. Whatever the reason is, the desired outcome is the same. My goal is to generate more leads, and that is how you ensure that you make publishing an asset.
After some time, this begins to expand the ClickFunnels space. Our reach becomes bigger and bigger. The aim here is to expand the borders of the market that I’m serving. Doing this attracts more of our targeted dream customers to our product. This is what it means to position yourself properly.
“I’m really creating content to keep reaching out”- Steve Larsen
Stop Overthinking and Do This!
This is where I go back and re-preach everything I’ve been saying all along! Just do it! Just go out and publish. Mentally decide your market and go create content. Who are you publishing for? Envision as clearly as possible who you’re looking to attract!
“Create content for a specific marketplace” – Steve Larsen
I hope you all found this helpful and leads you to take some action. Check out the One Funnel Away Challenge. It will change the way you’ve been approaching your business so that you can finally get the results you’ve been looking for. See you there!
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.
Get Russell Brunson’s Free Books
By The Way, I’m A HUGE ‘Funnel Freak’
If You Want A Two Week Trial To ClickFunnels, Click Here
- Inspiring and educational!by Lia Zalums from Australia
Great to listen to different entrepreneur experiences learning and making money online with click funnels
- Hidden G..by T_Holmes14 from United States
GOLD.. This podcast is HIDDEN GOLD. Thank you Shane for this Podcast. If you’re struggling in business. LISTEN to this EVERYDAY! 1,000 STARS
- Steve rocks the houseby grantegginton from United States
I love Steve’s podcasts. Such a great topic to be getting out onto the airwaves!
- Best Podcast With The Best Online Course Everby Become a Fearless Father from Spain
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!
- Right now action!by valerieleeneill from United States
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!
- Possibility!!by Nashnan from United States
Love hearing stories of how others have been able to succeed in their entrepreneurial journey.
- Inspiring me to dig deeper and funnel better!by Sue Henry Talks from United States
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!
- Best course everby GTG Pod from United States
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!!
- One Funnel Away is The Best!!!by Nata.M. from United States
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!
- Another great podcastby Lesa024 from United Kingdom
Wow, cool podcast !! I'm looking forward for more episode. Keep up the great work.
- I can’t wait to hear these interviews!by Arushi-315 from United States
After going through the challenge myself, I’m excited to hear others successes.
- Love Steve’s contentby ryanhelms from United States
I always learn soooo much from listening to him!
- One Funnel Away is amazing!by RogerSmith! from United States
One Funnel Away is amazing!
- Where’s the BOOM???by SarasotaAgent from United States
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
- Great show!by Chase726842 from United States
Daxy and Ryan are amazing!!!
- Dom Caminitiby Domcaminiti2424 from United States
Stephen & Russell - you guys are awesome!!!!
- Super excited for more!by WhosChrisHughes.com from United States
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
My friends, what you're watching me do right here in this little series that's happening is I am creating content that is actually on the fringes of the clickfunnels marketplace. We've identified material and titles and topics of the most common or frequent questions that people looking at the clickfunnels market, looking to see what is a funnel, trying to understand why you publish, and they're on the outside wondering if they should go in. You're literally in the middle of us doing. 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 Well, I asked about their shocking journey from failure to freedom. You can join them too at one funnel away, calm. I'm your host, Steve Jay Larson. And you're listening to one funnel away stories. What's going on Steve Larson, welcome back to the one funnel way story show. And today I want to tell you guys how to position what you publish. Now, I first learned about this principle when I was I was in the military for a little while. And we had a we had basically a whole semester where all we learned was how to do battle, right. And basically, we studied wars. And at the end of we studied why the war happens, we started have this general moving into that general is a very, very fascinating semester where I was anyway, this historian guy who's brilliant. He kind of made this off the cuff comment that has changed the way I market and produce content. And I thought I'd share it and bring it to you here. Well, here comes he sat back and he goes, You know what's fascinating is there's never been a war that have started because of a social issue. It's always started because of states rights or rights in general. And he just made this kind of like off the cuff comment, and then it took me back because like, Whoa, you say that again. And he's like, yeah, think about it. Like there's never been a war that started because of a social issue, only because of rights. And the reason was so powerful for me is because in my mind, I did not understand that there was a difference for a while. Okay, I just had never thought of it never thought before my entire life. The way this has really affected the way I market you guys all know, like, I'll call myself a capitalist pig or, right. But anyway, what I did is I decided to start doing some marketing based on social issues. Right? And I don't want you to sit back here. This is a little bit more of a deeper episode for the show. And I want you guys to know that this is like version 2.0. But the thing I want you to understand is this very key principle right here, okay. When you are marketing, you have two choices. marketers are attention getters, by the way, they are sales noise creators, and if you're not like Well, here's my stuff, right? And you're not doing that you're probably not marketing very hard. And you're might be wondering, why not get enough sales? You have to make noise. You have to make it to make noise and get attention have to get over it. All right? There's good styles of noises, bad thousand noise do do the good ones. So you got two options, though. The first is you can create attention. And that is a very, very challenging road to go down. I'm saying it's long. It's very, very long. Think about how much noise Russell Brunson and clickfunnels has had to create in order to tell the world that funnels are a thing, right? You got like 400 employees, man, they make so much money that makes so much money. And
Russell Brunson brilliant genius. 13 years doing this on his own before ever, ever, like getting into the funnel space. I mean, a guy like that with the experience like that, who still has to make as much noise as he has to to tell the world about funnels. Who that this is a long route. Okay, I'm not saying that it's wrong. I'm not saying that. But there are easier ways to do this the first time You can go number one, create attention over here, look over here, look over here, or you can do the second thing. And this is what I was learning from that guy at a store and back in the day, so stick with me for saying, this is a very powerful principle. The second thing you can do is you can align with where noise slash attention already is probably should have written that out. Again, already is, boom, align with where noise and attention already is. Okay? And so what I started recognizing is like, Whoa, I can create it or I can align with it. One of the easiest ways to align with it, it's to understand the social issues that are out there and just take a stand. So when you think about aligning with where noise already is, there is noise inside of the battle between capitalism and socialism, right? That's what I do a lot of like my capitalist pig things and all that stuff. I didn't create that argument. I'm just taking a stand on it. You do the same thing when it comes to actually producing content and publishing out there, how to position what you publish, and that's I want to go through this with you guys today. So the first mistake that people make when they start publishing first of all is that they don't so if you are just know that you're already ahead of the game. The second thing though is that they create no positioning they don't take a stand with they don't they don't align themselves with where noise already is. They don't They're so afraid of offending people that they don't actually share an opinion. And so what we want to do is we want to go in and we want to identify, like, I want to tell you guys how we launched this show. Is that cool? I won't tell you guys how how did I position the one funnel away story show, okay, check this out. Now this goes back to how we actually produce and publish and position Oh, products and offers not to shows. Okay, but watch this. If I'm going to go in and I've got this market. Okay, I got this market right here. If I have something called one funnel away stories, what do you guys think of the marketplace is that I'm targeting Click Funnels, right. The clickfunnels audience I know Hey, what's up, you guys are likely the ones that are gonna be watching this. Hence we called it One funnel way stories, right? So I approached, you know, Russell and David were and I was like, hey, what if we were to take some of those stories and experiences that people are having? And what if we had them come on the show? And those are the podcast episodes like, Oh my gosh, that'd be awesome. That was so cool. So we went in and we started, just watch this. This is how you make a show go really big. First of all, I'm going to target a specific marketplace, like, here's that marketplace right there. And I'm going to target them because I want them to hear the fact that people are having success with one funnel away, right? So it's like, well, let's go grab the success stories. It's okay, if I show you like, I feel like I'm the magician showing you how it works. Okay, I'm pulling back the curtain here. This is cool. Don't get weird. I mean, all right. Dave, this is how it works. I'm like, hey, once always epic. What if we go and we grab this, let's go publish the coolest things. We'll put them on the show. I'll bring them on the show. We'll interview back and forth and if you haven't heard those other episodes, they're on YouTube right now you go check them out. So I'm going on in and this is this this never ending flow of awesome experiences that are happening. This is vault way More than I can even go interview. And so we're interviewing we're videoing, we're interviewing. Now what happens after a while. After a while we've got, we've got lots and lots and lots of people who are starting to tell their stories. And these are episodes, episodes, episodes, episodes, episodes episodes. Who does that feed? Who does that feed? The clickfunnels market? But what if I want to go get people outside of the clickfunnels market? Ah, my friends, what you're watching me do right here in this little series that's happening is I am creating content that is actually on the fringes of the Click Funnels marketplace. We've identified material and titles and topics of the most common or frequent questions that people looking at the clickfunnels market, looking to see what is a funnel, trying to understand why you publish and they're on the outside wondering if they should go in. You're literally in the middle of us doing this. Okay, so we have Episode Episode Episode Episode. And now it's Three outbound styled marketing, we're going out to them, hey, we know you've been looking up something on how to publish, hey, we know you're looking up on like, what is a funnel? What if we title the show about that, and it's not so much for the funnel space, it's for those looking looking outside of the clickfunnels market, you understand what I'm doing here? This is how publishing becomes an asset. This is why I get so happy when someone's like, Well, I'm not gonna go publish, it's not gonna be it's not gonna make anything. Yeah, for a little while publishing doesn't make any cash. But for a little bit, you're just feeding the existing customers inside. How do you How are you doing? are you feeding your existing customers?
That's one style of podcasting, one style of episodes, feeding the existing buyers list. Are you doing that? The second though, is I'm going out and I'm using it to expand the marketplace. I'm using it to get larger and then a little bit larger and a little bit larger. And I'm pulling people
in who are right
on the fringes who already know they want to go take the challenge you already know. Click funnels is amazing, who already are kind of sold, but just haven't quite pulled the trigger yet. You're in it. Right? Don't feel weird. Okay, but that's what it is. Can I show you behind the curtain? Here's beyond that. Here's what's under the hat. All right, this is this is it. So okay, so then there's a third type. Oh, wait a second Click Funnels is a marketplace has its place, it's a location. And I'm bringing these dream customers on in. And I'm saying hi to them. And I'm trying to introduce them to the cool things that teach people how to build a successful funnel. And I've got episodes of, of people who are kind of brand new in the space, talking about their successes. And I've got episodes of me kind of sitting on the fringes right here, right? What if we ask a different question? What market is the clickfunnels market a part of? Okay, stick with me. I don't want to be weird, but just stick with me for just a minute. Does clickfunnels represent all of internet marketing? Now? Not even close right? Not even close. So what we have, we have the clickfunnels space right there. And let's say that's the clickfunnels market. And I've got episodes helping people see the successes that are coming from the one funnel way. And I've got episodes of me kind of representing fringes of all the questions we know that people are asking while standing on the fence. What market is clickfunnels part of? This might be too I don't want it to be too deep, guys. Stick with me. Stick with me. All right. This is market in. Alright, I'm going to go in. Oh, man. clickfunnels is part of a broader market called internet marketing. But wait a second, internet marketing. Does that represent all of entrepreneurship? No, there's a lot of other ways. Holy smokes. Internet Marketing is just a portion and a part of a broader circle called entrepreneurship. Does that make sense? So wait a second. If I'm trying to there's already people on the fringes and they're interested in they know and they believe like, if you're watching this right now, and you're not using Click Funnels, I'm probably talking to you. Right? Yeah. And don't get weird. That works. Okay, I'm going to go in and I'm going to start trying to create episodes and things that say, look, this is how this may be just a piece of understanding that you don't quite have yet. This is how it works. That's how these Oh man, but they might already be part of the broader internet marketing space. So what should I do? What should I do next? What if I was to go in and I was to grab episodes with in interviews with other big influencers in the broader internet marketing space, they're not necessarily part of clickfunnels but they're big people that everyone else knows about. Oh my gosh, what if I went after specific big people? Holy smokes, the power of that, what does that do to the click funnel space, it starts to expand it. Now guys, I feel like I'm getting too deep here. I can already feel it. I kind of feel it. Okay. What that does is it starts to make the Click Funnels marketplace a little bit broader, a little bit broader, a little bit broader as we start to attract more of the dream customer into our products. So I'm bringing this up because this is more of a deeper, maybe kind of geeky way to look at why we publish content and how we position it. But you're not making content like a content creator, you're making content like a marketer, right? I'm not trying to make these episodes for the sake of just being all over the place, which is a great strategy. I create content like a marketer, what is a marketer trying to do sell? And what I'm doing is I'm going in and I'm expanding the borders of the market that I'm serving. Does that make sense? He is with me on this. I want to do one more example with you guys on this. Stick with me and it should help you kind of wrap this up just a little bit more. Okay. If Check this out, check us out. Let's say Russell Brunson gives you a phone call. Hey, I'm so excited. I got you on the phone. I'm the CEO of clickfunnels. And and you know what? I heard about you and I want you to be the CEO for me instead. Oh my gosh, congratulations. throw a party so excited. Holy smokes. You are now the CEO of clickfunnels Oh my lanta. throw a party, it's gonna be awesome.
And now squarely on your shoulders is the responsibility to get brand new customers in blood into the clickfunnels world? Oh, wait a second. That's not a small task. What do you do? Well, if I was Russell Brunson, and I was looking around which he does this, and I was looking around to see where I could get the customers to come in and how we could grow the company. Those are the problems you're gonna be solving. Let's say that I'm looking around and I could go for I'm gonna say specific company names. Well, good. No one's gonna hurt but syndrome. We good. All right. Let's say I'm looking around and I'm like, you know, what, what if we targeted there's kind of like this other company over here called Wix. Okay, sweet. That's a place I could go try and get customers from what what if, whoa, what if I went and I decided, you know what, I'm gonna go for lead pages. Links. I can say these names, right. If this episode is online, yeah, I'm proud to say it I'm just making it up. It's all hypothetical, right? But I want to ask this very simple question, you guys. Would somebody have faster success with clickfunnels coming from Wix or coming from lead pages? fascinating question. lead pages. Why? And people from Wix may not even know what a landing pages they probably just want a pretty website man. You see who their spokespeople are. They have no idea any kind of conversion metric they've never heard of SMTP they don't know what email follow ups are. They may never even heard of the term Seinfeld follow up sequence which is very popular like you see, I'm saying people from lead pages have a much shorter road to success with Click Funnels. People from lead pages have a much shorter road to purchasing Click Funnels. You need to ask this question. Just because someone has a credit card doesn't mean you should sell them. Right. So when I go in and we're creating and I'm like, Okay, how do we position the show? I'm going in I'm saying Okay, first of all, let's feed and help people see How one funnel way is how it's literally changing lives. Cool. So we'll make episodes for the following itself. Congrats. That's you, you're watching out, right? But there's also a lot of you guys who haven't seen any of the episodes that we've been doing and you just want to listen to me, which is great. What's up? I'm right here i doing. Gave it honestly, like, I'm creating content on the fringes. And yes, it is to support those who are inside the funnel space. But really, it's the start reaching out, reaching out, reaching out, reaching out reaching out. And as I begin to go further and further and help expand the boundaries of those using the one funnel way challenge, guess what I'm going to do next, go get other big influencers part of the internet marketing space, guess what I'll do beyond that start targeting specific places of customers who would be a great customer for clickfunnels Make sense? That is market. ng. You see I'm saying and that's why you have to position what you publish, have to position it. Where are you actually trying to get your your customer from with the episode you just created? Why? Are you getting and again, guys, I'm so freaking scared to teach this stuff to you guys. Because when people are like analysis paralysis has to be perfect in order for me to publish no man just go do it. Just go do it just start to sink and be cognizant of this and be like, Who am I kind of trying to go for stop overthinking it, and we start creating content for a specific marketplace. Suddenly positioning and show publishing gets a lot easier, because you know, you're talking to, hey, people who came from LeadPages, or I don't know, hey, those coming from WordPress, did you know that clickfunnels could do this and they're like, Oh my gosh, but do that exact same thing with your with your show and what you publish. The purpose is not to just create content it is to market and to market means you got to have a market selected. And to have a market selected means you need to know exactly who you're trying to have come by from you. That's who you create episodes for. That's why you publish. That's why and now, I literally have hundreds and hundreds and hundreds of many little sales letters all over the place. just caught going to content gets deleted from the internet. It's all over guys hopefully guys enjoy the episode I know there's a little bit deeper much deeper than I typically go with this stuff but hopefully start to see how this actually happens and why you position things the power that we've been given is ridiculous think back to what old school dead marketers right without the internet had to do to get their message out there you wake up every day with such power in your hand the distribution channels you have access to is absurd and largely free but you have to know how to position and talk to the right people just because they have a credit card doesn't mean they should be good buy from you. Anyways guys hope you guys enjoyed this episode. If you guys did please rate subscribe it, I'd really appreciate that. Let us know if we're doing a good job here and let me know which one of these categories you're in. Go to a signup calm you guys can take the challenge there. Thanks so much. We'll see you guys the next one,
Unknown Speaker 17:46
Steve Larsen 17:48
Want more Marketing Secrets. You want to know how to create the fire in people's eyes when they talk about your product. You want to know how I learned to write winning messages even for this show. You need Russell Brunson. best selling book expert secrets go to extra secrets calm now that books principles have changed my life personally both in how fat my wallet is and how I interact with the very world around me. Inside you'll learn how to create your own high converting sales message and a lucrative offer to go with it. Take it from me I'm not anti school or anti the man but almost everything I learned in my marketing degree was pretty much anti cash. All companies need cash flow and leads to survive and Russell Brunson extra secrets book will show you how to get both inside your own business. So skip misguided mainstream marketing and go right to a pure source. Get your free copy of Russell's book expert secrets.com now this book is a playbook loaded with strategies that Russell Brunson is used to grow Click Funnels into a billion dollar Empire with over 100,000 monthly active subscribers. These powerful strategies are not new, they're just not known and they've helped me grow my own. seven figure businesses. Learn what marketing really is and how to build a true cash flow and lead machine to fuel your own company. Go to expert secrets calm now, simply cover the small shipping fee and clickfunnels will send you your own copy for free. Go get your free copy at expert secrets.com now