SFR 173: How I’d Get It All Back In 30 Days – Stephen Larsen

SFR 173: How I’d Get It All Back In 30 Days

Sep 11th, 2018 anchorwave

And then, I got an email from Russell Brunson asking, “What Would You Do To Get It All Back In 30 Days, With No List, No Guru Name, And No Cash…?”

Hey Stephen from Russell Brunson

Hey Stephen,

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, an internet connection, and a ClickFunnels account for only one month.

You no longer have your big guru name, your following, or JV partners. Other than your vast marketing experience, you’re an unknown newbie.

What would you do, from day 1 to day 30, to save yourself?

Russell Brunson

I've lost everything

It’s a fascinating question, right?

If you lost EVERYTHING… how would you get it all back? With NO list, NO reputation, NOTHING. You’re starting from scratch with just your marketing know-how, your internet connection, and your ClickFunnels account…

I still have my clickfunnels account

This was the question that Russell asked to me and twenty-nine other 2 Comma Club marketers to solve for his New Book, 30 DAYS.

I was kinda laughing when I was asked me to write a chapter for the book – because I’d just gone through that process for real at the beginning of this year.

Leaving my job at ClickFunnels was one of the hardest things I’ve ever done in my life… I cried many man tears over that decision.

While most people RUN to leave their jobs, my case was the exact opposite. I can’t express how much I love that place. The only reason I left is that I can’t stop creating sales messages, offers, and funnels.

I’m an entrepreneur, and an adrenaline junkie, but even I would never leave the security of 9-5 without a solid plan.

I had a family to support, a mortgage and bills to pay. AND a third child on the way.

Stephen Larsen with family at park

We had very little savings to live on – so I created a detailed plan to make sure my family could eat, and wouldn’t end up homeless. It sounds kinda crazy, right?

But I’d created hundreds of successful Sales Funnels, and I was successfully coaching 600+ people on the process of what I was about to do.

Over and over again, I had the same epiphany… This process is a PATTERN. It’s all a BLUEPRINT.

All I needed to do was to follow the exact pattern that I was obsessed with. I needed to use that pattern in my own business.


On January 1st, 2018, when I jumped ship, I didn’t have a business, I didn’t have a funnel, I didn’t have a script, and I had no product.

man jumping off ship

Two weeks later, by January 14th – I had already made $37k.

So when Russell asked me to share my own personal 30 Day Plan, I knew exactly what to do.

I spent a lot of time writing that chapter because I wanted to make sure I was documenting accurately exactly what I did. I think this makes my plan a little different from the others in the book.

Next, I glazed in the adjustments I would make as I looked over my plan in retrospect. A few tweaks here and there help to refine my strategy and make it even more awesome. I’m was like, “Okay that was cool, but that bit sucked. I wouldn’t do that again.”

  • Day one – this is what I do.
  • Day two – this is what I do.
  • Day three – this is what I do.

My blueprint is literally laid out, piece by piece by piece.

You’ll also find the “get it all back” plans of 29 other amazing marketers.

If you suddenly lost everything what would you do

What’s fascinating to notice is that although each of our plans are different on a micro level – ‘cause we all have our own ways of doing things…

When you zoom out, you’ll see THE PATTERN…

It’s the same success blueprint that I noticed again and again while I was an employee at ClickFunnels. It’s same the pattern that gave me the confidence to quit the job I loved so that I could follow my dreams.

As much as it pained me to leave – I was so itching to do my own thing.

Because of this pattern, I’m not gonna work for anyone else for the rest of my life – so listen up.

If you want to see my exact 30 Day Blueprint, you can get it from You’ll get my plan meticulously detailed day by day for 30 straight days.

I dissect what I did so that you can model it.

Now though, I want to give you an overview of my 30-day plan, and the reasons why I together in the way I did. What I changed. What I learned. What I improved.

BOOM! Y’all ready for this?


Stephen Larsen on stage with whiteboard

If you’re starting from scratch here are #4 points to consider:

#1: If you’re thinking, “Stephen, I don’t know if I could do all this in a month.” Then, cool, give yourself two or three. Stop watching the clock, and just execute. You can use my 30-day plan as a checklist to get you off the ground.

Someone messaged me once, and said, “Stephen, I left my job, just like you!” And I was like, “Oh my gosh. I’m not asking you guys to leave your jobs.”

I wouldn’t ever leave a job without getting yourself a revenue source first. But with this plan, you could easily set things in motion and pull this stuff off so that you can leave your job once you are making some money.

#2: Health, Wealth, or Relationships – those are the 3 hot markets that you can sell in. They are the “No Duh” areas that people like to spend their money in.

Now, for me, selling wealth is the easiest pitch. It’s more in my natural wheelhouse. Selling wealth is easier for me than selling health or relationships.

no duh buying health wealth relationships

In my opinion, selling wealth is more lucrative, and will make money faster than selling either Health or Relationships.

So, if I’m jumping ship, I’m gonna sell wealth. Neither of the other two areas really interest me that much as places to sell in. I’m gonna always sell wealth – because it’s naturally what I think about all the time.

Whatever industry you choose, you need to make sure that you can tie it into one of those Hot Markets.

#3: The industry I choose was MLM – if you’re thinking, “Hey, Stephen, I don’t want to learn about MLM.” You need to get over it.

I’m gonna go through, and teach you from a marketer’s perspective why I did what I did, and how I structured it in a way to make people want to give me money before I had even made the product.

The MLM industry drives me nuts, okay. Talk about an industry that’s stuck in the 90’s. BUT that’s good. That’s why I chose MLM!

Because I can really help people and make a difference.

What I’m really looking for, is an industry with several things that I can throw rocks at. I want to be able to take a stand against things that people in the MLM hate.

If you’re not in MLM, don’t worry. Everything I’m going to teach you can be applied to your business as well.

#4: I launched when I didn’t have a product – If that sounds a bit freaky to you, stay with me. Honestly, the first time I heard of entrepreneurs pre-selling something that wasn’t built yet, I was like, “Is this okay to do? Is it ethical?”

What you don't have a product built

However, if you do it correctly, launching this way is THE BEST way to serve your customer by making sure that you’re building the product that gives them most value.

The first time I launched an info product, it took me eight months to build, and nobody bought it… No one bought it for another four months after I launched it.

The reason why is because I thought success had to do with the product. I thought sales had to do with the product – but that’s not true

Now I hate it when somebody says, “This thing sells so well that all you gotta do is get it in front of people, and it sells itself. “Bull Crap!” That’s garbage! If you follow that path, your sales are going to suffer.

A sales message is a different asset to your product. They’re both assets, but they’re not the same asset.


A little while ago I told a story on stage about a book. I told everyone how cool the book was. I told an awesome story about the book and got everyone excited to buy it…

Stephen Larsen talking on stage with microphone

The thing was, it was all fake. None of it was true. It was an entirely made up story. I made it up.

Here’s where it gets interesting:

The (fake) story created so much desire for the book that people in the audience started ordering the book from Amazon while I was speaking.

One of the ladies who had helped to write the book was in the audience, and she bought the book again.

It was a freaking good story.

At the end of my presentation, I let everyone know, “Look, I’ve actually never read this book. It’s a random book off my shelf. I have no idea who this author is. I have no idea what’s in the chapters.”

Then I asked: “Did I tell you what the chapters were?” They said, “No.” I was like, “Huh, so you bought this thing from me, and I didn’t even tell you what was in it.”

Think about it:

  • I didn’t mention what was in the book.
  • I didn’t explain what was in each of the chapters.
  • I didn’t give the names of the authors.

So what does that tell you?

It tells you that sales has nothing to do with the product. I wanted to show that sales have nothing to do with the product. Your product does not sell itself.

Sure, your product is an asset, and your sales message is an asset. But they’re not the same asset. They are separate things. If you think that the roles of both are the same, then your sales will suck.


What I had to figure out was: “What is the product that I can sell, but also what’s the idea that sells?”

The major goal of week one on a macro level is create a purple offer design.

A purple offer is where I pull in elements of red ocean and elements of blue ocean to make a purple ocean.

The Purple Ocean

If I grab too much from the blue ocean, it’s risky ’cause no one’s ever done it before. If I stay in the red ocean, it’s risky because my only option is to compete on price.

This is what I do for people when I consult with them.

I go in and design the purple ocean marketing message, and design the offer behind it – so that it over-delivers for the customer – and for the client’s wallet.

When you use this strategy, you don’t have to compete on price anymore.

Most sales messages fail because they’re trying to convince die-hard customers with features and benefits. die-hards are not gonna change. It would be like me leaving ClickFunnels – it’s not gonna happen because ClickFunnels is part of my identity.

You’re not trying to sell everyone in the red ocean, you’re trying to speak to the section of the red ocean that freaking hate what’s going on there. Those are the easiest sales ever.

You need to work out what you can say to these people so that when you say: “Your method sucks!” They’re like, “I know, but what’s the alternative?”

The 3 personas

The people who you want to market to are the people who already hate the way things are being done in their industry.

They’re sold on the opportunity, but they hate how it’s being done. They hate the vehicle that’s used – but they think that there is no other option.

The “no other options” are price and value shoppers, which means you can sell to them because they are looking for something better.

There’s a whole episode on the 3 personas of the Red Market that you can check out here.

I chose to go into the MLM space because I can teach these people who are stuck in the 90’s, how to freaking use the Internet.

woman looking at phone in shock

My second objective for Week One is to start testing which messages would get people riled up, and make them think “Oh crap, he’s right!”

When I say that I’m testing messages, that means testing stories.

My way of testing messages was to start a podcast. Each episode is just a new story for me to test. Does that make sense?

If you guys want to see what I’m talking about, go listen to Secret MLM Hacks Radio.

Secret MLM Hacks Radio

For this podcast, I figured out what the actual purple offer is, then I figured out what the messages are. I figured out what the stories, and then I launched the podcast.

I tossed those stories out to see what works and what doesn’t. When a story doesn’t work, I try a new one.

  1. The very first episode is actually my origin story; “How did you get into this?” It’s all the issues and problems that I’ve experienced with MLM that lead me to create this new opportunity. This is you setting up a platform, and setting up an exodus.
  2. The second episode is where I tell people; “This is how I do that.” There’s a whole bunch of false beliefs that pop out here. This is actually Secret#1. (If you don’t know what the 3 Secrets are, you need to read Expert Secrets)
  3. The third episode is Secret #2.
  4. The fourth episode is Secret #3.
  5. The fifth episode is where I did a call to action to get a free download.

I literally created a sideways webinar, and dripped them out. Isn’t that cool?

I’m testing messages – I’m testing these stories… Does this story sell? Does this story sell? What is it you want?

I think mine is the only 30-day plan that includes publishing. No one else has it.

I’m not bashing anyone else’s plan, but when I see these giants who have killed it, and they’re not publishing, I wonder how they’ve done it? It actually shocks me a little bit.

It’s really impressive to me. I don’t know how you do that without publishing. That’s fascinating, especially in today’s world. My plan 30 day plan relies heavily on publishing…


A lot of what’s in week two is Ask Campaigns.

big satellite

At their core, however, Ask Campaigns are primarily flawed. Because the only definite feedback is when a customer gives you money. However, Ask Campaigns are a great way to start refining your message.

In my actual week #2, I needed listeners fast. So the way I did that was to focus on just getting whoever had a little more influence than I did on the show.

These influencers were just two levels up from me, and they already had a following in the Red Ocean – this meant that I got a whole bunch of red ocean people to listen to my show, and start hearing my stories.

What I’m really doing is testing which stories should be in my webinar script that’s coming up in week three.

I did a lot of script rewriting too. I was trying to match what people actually wanted.


I do the webinar to try to collect some cash and test how well my marketing message is working.

MLM free training class

I haven’t made the product yet. I’m just testing to see if my purple offer design and marketing message are on track. There’s no point making a product that nobody wants, right?

I just wanted proof of concept. I wanted to know: “Is my family going to eat?”

Stephen Larsen with family outside

There was no bait-and-switch. I was totally upfront with people. I said: “Look, the products not made yet, but you guys are gonna get ‘the early bird pricing’ at $997, to thank you for jumping in early.”

I had so many people lined up to buy because of this strategy, it was ridiculous. People were fed up when they missed the webinar.

In the first week, we did $37k. By the end of the second week, we’d made another $11k. After the first month, we had $60k with no ad spend.

The first three weeks were awesome. I feel like I pulled them off really well.


I did the whole process again. I continued creating relationships with red ocean podcaster’s who already had audiences that they want to monetize.

I would do the webinar again and focus on script rewriting to try to match the feedback I was getting on what people wanted.

I also started filming for module one, so that I could release it during week five.

And then I just released one module every week for about six or seven weeks – which gave me an entire week per module.

I just kept doing the webinar live, every week. Then twice a week.

Then I took that money that came in and dumped it right back into ads – so that my current customers were literally funding my future customers.


I have never put a dollar of my own in my business, because of the way that I launch stuff.

During this week I would also start to set up JV partnerships. I didn’t do this the first time I launched – there was something else that went down instead.

So if I were to go back and change something that I did originally, then it would be week #4.  I’d go back and set up those JV’s.

So there you have it, an outline of why I set my 30 Day Plan up the way I did.

The only other major difference from what I’ve outlined to you here is that I had done enough research before I left my job that I could launch my webinar during the first week, not the third week.

I already knew how to be controversial in a way that would bring eyeballs to my product.

I had to go straight for the sale because I had to bring in the cash so that I could sleep at night knowing that my family was gonna be okay.

So when you get my 30 Day Plan, you’ll see that it is adapted for someone who hasn’t done any research at all yet.

Until Next Time – Keep Crushing it!

you suddenly lose everything 30 days

Hey, just real quick, a few months ago Russell asked me to write a chapter for a secret project he was doing. I had to write a chapter for a book, and this was the letter I got from him. He said,

“Hey Stephen,

Let me ask you a quick question.

You suddenly lose all your money along with your name and your reputation, and you only have your marketing know-how left.

You have bills piled high, and people harassing you for money over the phone.

You have a guaranteed roof over your head, a phone line, an internet connection, and a ClickFunnels account for only one month. You no longer have your big guru name, your following, or 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?

Well, if you want to see my answer, and a bunch of other marketers that also answered that question in this amazing book and summit – just go to

You can see the entire summit, you can see the book, and you can see what we wrote in there. All of our detailed plans. Just go to Guys, enjoy.

The post SFR 173: How I’d Get It All Back In 30 Days appeared first on Sales Funnel Radio Blog.