SFR 182: Causing An Identity Crisis – Stephen Larsen

SFR 182: Causing An Identity Crisis

Oct 12th, 2018 anchorwave

What “lever” actually CAUSES a sales in the sales message? Let’s dive in…

There are 3 objections that a person will go through before they buy your product. However, one of them is waaay more powerful than the others.

Today, I’m going to reveal to you WHAT that objection is… And more importantly, HOW you can crush it.

Ready to make more sales? Let’s go!



Before I dive into what the 3 objections are, I just want to make the point that people don’t buy because of your product. They buy because of your sales message.

You still need to create awesome products if you want to avoid disappointed customers, bad reviews, and endless refund requests.

However, you need to know that people don’t buy because of the product, they buy because of the sales message.

It freakin’ took me 17 tries to work this out for myself – and I want you to succeed a lot quicker than I did.

The first time I created a truly successful product was when I decided to fixate on a sales message that got people excited, and THEN make the product to fulfill on what that message promised.

That was one of the biggest reasons why my stuff started working!

Your product and your sales message are very different. They have unique roles and responsibilities. Each has their own discipline. A product creators hat is not the same as a sales script writers.

Forget what you’ve heard in films – “If you build it they will come” is a total pile of garbage. A Sales script is why people buy.

Hope is a crappy foundation to build your future on. I’ve seen too many people lying frustrated and broken on that field of dreams.

So instead, I’m going to provide you with some solid marketing foundations that actually work…

I’m gonna talk about the most important shift that must take place in every sales message for it to be effective.


magnet to money

I’ve already said that it’s your sales message, not your product, that will make your customers open their wallet. So now we’re gonna take that sales message and break it down so you can see what’s inside it. Specifically, I’m gonna focus on:

  • The 3 objections you have to identify before you make a sale.
  • The one objection that you MUST overthrow for someone to eagerly purchase your product rather than just walk away.
  • The key shift you have to create to make your sale message irresistible.


the 3 objections to a sale

If you think of the red ocean as the place where the majority of your potential customers are hanging out. It’s kinda like the goto holiday resort that people know about… but it’s starting to get a little crowded.

It’s not as fun as it used to be, and some people are getting a little bored of the same old thing. They’re looking for something else, but they’re not sure where to go. They don’t want to make a mistake or spent their money traveling somewhere that sucks, or that is dangerous and scary.

And that’s where you come in.

It’s your job to create a bridge that leads them over to your blue ocean of gorgeous new opportunity and experience, i.e., your product. You need to put their fears and doubts to rest before they’ll be willing to buy.

Stephen Larsen in front of whiteboard

Most people are lazy. They’re not ambitious, and they don’t want to move from a place that they are already familiar with and comfortable in. So the question I want to answer is:

What gets a lazy person out of their comfy couch in the red ocean to your blue ocean opportunity?

The task of getting someone off their duff and over to a blue ocean is not an easy thing to do. What gets them to get up and run over to that blue ocean?

Let’s take a little look at marketing psychology…

Stephen Larsen with graduation hat on

(This isn’t going to be boring, I promise ? )

There’s an order in which your brain processes and experiences any new opportunity/ sale.

If you understand the process and what you need to do at every stage, then you have remarkable power to influence your customer.

What I’m going to reveal next is the order in which the brain typically experiences the sale process.

You can use information for really crappy stuff… you could be totally unethical, but I don’t want you to do that. As marketers, we need to make the world a better place.

checkout this market

To show you how this works, I’m going to use the example of a marker pen…

I’m tellin’ you, “This is the BEST marker pen that you’ll ever use.”

Do you believe me? Probably not, right? So let’s talk about objection #1…


the product vehicle objections

The first objection that somebody typically has is to buying your product is the vehicle itself. Maybe you’ve heard that marker pens are useless. That they dry up and run out quickly…

Why would you get off your comfy couch and give me your money if you don’t even believe that there’s a possibility of the product being either:

  • Awesome.
  • What you need.
  • Cool.

This usually leads to product based objection such as:

  • “Is that marker any good?”
  • “Why is that marker any better than my marker.
  • “Why do I even need a marker?”
  • “Are markers better than chalk?”

One of the biggest reasons that someone will leave the comfort of the red ocean is FOMO – the Fear Of Missing Out: “Oh there’s something better over there.”

The blue ocean is all about creating things that are different, not better.

Once you’ve convinced a person that the new opportunity exists and is worth considering, the next objections that pop up are internal ones…


the internal objections

The second objection that people have to overcome is their internal beliefs.

This usually has to do with insecurities and identity.

For example:

  • “I’m not good enough.”
  • “I’m not smart enough.”
  • “There’s no way I can do that.”
  • “My family’s never done those kinds of things before.”
  • “I should not do that.”

If we go back to the marker pen example, it could look something like this:


My grandfather used chalk, and his grandfather used chalk, I will never use a marker…”

It may sound silly, but people are doing that with your products all the time.

A lot these objections are subconscious.

But when you address each objection in the same way that the brain experiences a sale, you become a better salesman, a better marketer, a better product creator, and a better blue ocean creator.

If you can get someone to believe that:

  • Smart people use markers.
  • Cool people use markers.
  • People who use markers are sexier.
  • Successful people use markers.

Whatever it is, if you cause them to think that they are missing out, or that they belong with a group of people who use markers – then the will find a way to cross over to your blue ocean because of what it says about them if they don’t.

An Identity Shift Should Always Be Included At Your Cart Checkout.


the external resources objections

Once you’ve moved through the product and identity objections, the next objection that comes up is the resources objection.

Resource-based objections often sound like:

  • “I don’t have enough time.”
  • “I don’t have enough money.”
  • “I don’t have enough energy.”
  • “Do I need to buy special equipment?”
  • “I don’t have enough support from my spouse.”


person with cash

The 3 objections that we’ve just covered are:


It’s important to note that the brain moves through these 3 objections systematically.

woman looking

The brain doesn’t move to the next objection until the previous objection has been answered.

The next thing to recognize is that the hardest objection to break is the identity one.

If you can get somebody to shift and shed their identity – the game’s so easy.

  • When someone takes on a new identity a lot of their resource-based objections seem to dwindle away somehow. They’re not as important as they used to be.
  • Even if they don’t totally understand everything about the product, those vehicle-based objections start to melt away too.


hands on window

Your next task is to start thinking through ways you can give yourself and give your customers a brand new identity.

I call my people The Mavericks. The Renegades. I call them a lot of different names because it’s who I am.

I’m a fighter, I don’t care if I ruffle some feathers, and I love breaking rules.

I attract people who feel the same way, or who want to share that identity.

I’m trying to help you understand what gets someone to abandon the red ocean and come running over to your blue one:

  • Yes, a good product helps.
  • Yes, overcoming resources objections helps
  • The thing that will get them running though is their identity.

The one thing that they will not sidestep is their identity.


tough mudder

I really want to go do these tough mudder things. I’m super excited about it. I’ve been on the cusp of a buying frenzy ever since I discovered them… Go on, ask me, “Why?”

Let me tell you…

I’ve been having an identity crisis!

I didn’t want to just be known for the guy sitting behind the desk and talks funnels. I really want to go do other things.

I do other stuff too

I’m very physically aggressive by nature. I lift super hard every morning, and it has as much to do with my identity as anything else.

Half the reason I joined the army was because of identity. My belief that ‘I’m a tough guy’ is what sold me on joining the military.

Watch what you’ve done in your life, and start seeing which bits are part of your identity. They can be positive or negative. What do you believe about yourself?

Identity is freakin’ huge. We are all in constant pursuit of self-discovery, and if you aid someone in that self-discovery process in your sales script and help them have an identity shift…

That is what will get someone to get off their butt and start running to a blue ocean even if they have vehicle or resource objections that aren’t fully resolved.

This is marketing psychology at its best.

An Identity Shift Should Always Be Included At Your Cart Checkout!


no no no

#1: Product based insecurities are not that hard to overcome. Everyone’s seen a new product before. We are conditioned to buy things at a fast pace.

We buy stuff, and we’re used to seeing new products daily. It doesn’t take a long time to get over product based objections.

If your product’s great, it just takes a little product education. In a webinar, this is secret number one = the product based objections.

#2: Resource-based objections – every product has resource based objections!

It doesn’t matter whatever you’re selling, you’re gonna hear the objection, “It’s too expensive. I don’t have time enough to do that. I don’t know if my wife’s gonna like that. I don’t know if…” Every freaking product has those objections.

Resource-based objections are the easiest to break. But they’re often the ones that people go to the first when they write their scripts. DON”T DO THAT! They should be the third thing that you tackle because you can get into a features battle if you focus on the resources objections too much.

Anyway, the most challenging one, the most challenging one for people to overcome is number 2. It is i

#3: The thing that gets people off their butt from a red ocean and sprinting to a blue, is identity.

The easiest way to create the feeling needed to get someone out of the red ocean and running towards the blue is to create an identity crisis.

If I can have somebody experience an identity crisis and realize that they have to be over here in this blue ocean, it melts tons of resource-based false beliefs. It melts tons of beliefs about the product itself.

An identity crisis will cause someone to will leave their security, put their flag in the sand and say, “This is who I am. I belong here.”

woman with hood

You have to understand that this is the hinge in a sales message.


There’s a lot of people who go through the Funnel Hacks webinar… they will buy Funnel Hacks, and they’ll get six months of ClickFunnels included.

Clickfunnels wall

They’ll go through the onboarding process to get their free Funnel Hacking T-shirt, and they will never log in again. Ever.

Why would somebody do that? It’s because the cost of being a Funnel Hacker and having that T-shirt is worth the $97 a month to them.

“You’re right, Russell, I hate websites. I hate VC funding.”

Think of all the rocks that he’s throwing. Those are part of the identity:

  • “I will not take on VC funding.”
  • “I will not take on debt.”
  • “I will bootstrap.”
  • “I will not cheat.”

All those phrases we’ve all heard before – that is IDENTITY. The identity of what we are… and what we are not.

When you can get people to shed their old identity, and as they buy your product, take on a new identity…

That is one of the easiest ways to sell your products.

Until next week – Keep Crushing It!

Hey, there are more marketing resources than there are seams of the sea – am I right? Okay, maybe not – but there’s a lot.

How do you know if you’re paying for good ones?

Recently I went through my business bank statement, and I counted 51 internet tools and resources that I use to run my business every day. And actually, keep my team size small.

If you want to see the list, I actually filmed an individual video teaching you why I use each tool and the strategy behind it. And then I dropped the link straight to the source right below it.

resources for every funnel build

If you want to see the list and see what you can use yourself, go to That’s

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