SFR 240: Real Marketing, In A Single Sentence – Stephen Larsen

SFR 240: Real Marketing, In A Single Sentence

May 7th, 2019 anchorwave

There’s a single sentence I use to gauge the belief level of those I’m selling. Here it is (and here’s how it’ll speed up your marketing education)…

Imagine a simple sentence that could help you identify the points where your potential customers are getting stuck before opening their wallets to give you cash…

Sounds good, doesn’t it?!

Business marketing sentence

… and what if I could show you how to increase sales by using this sentence to show you the BEST way to communicate with your dream customers???

Well, Holy Batman (and all the Avengers)!

Watch this space… because that sentence exists, and I’m gonna show you how to apply it to your business!

Batman business marketing

“OH, WHAT?!!” Yes, you heard me right!


I first had this realization when I was coaching the original Two Comma Club X people, (way back in the day).

I realized that there was a single sentence that could help people identify where their marketing was lacking.

Over time, I started to develop this idea and test it out…

Testing business marketing

So today, I’m gonna help you to understand your customer more.

But first…


What I’m about to share with you is actually taken from a segment of my first OfferMind event… and here comes the pitch 😉

#Everyone should come to OfferMind.

OfferMind business marketing

Tickets are already selling fast, and I’d love you to be there.

We have an amazing event this year. We ONLY have 1038 seats and Russell Brunson is keynoting!

… and the swag, well that’s another story!


One of the things I hated when I first started learning about marketing was that gurus would say things like:

“You gotta join the conversation that’s happening inside your customers head.”

…and I’d be like, “Okay, how do I do that?” But that would be it… that was the sum of their advice!

Business marketing advise

It was frustrating for me…

  1. I didn’t understand what it meant to join the conversation in my customers head.
  2. I didn’t know how to do it…

I was like, “ … what are you talking about? Are we talking a Charles Xavier X-Men kind of thing? How do I get inside their head?”

Mind control business marketing

… I felt like I was lacking some special power.

I didn’t know how to actually pull off what these gurus were talking about!

… so I started coming up with a cool way to get inside my customers head by watching what they were saying.


I don’t like creating something that I can’t measure, and so I put together this simple framework.

The framework massively follows the vehicle, internal and external false belief formula that we use to move a customer through the process of buying.

What’s cool about this sentence is that it helps me figure out:

  • How ‘sold’ somebody is.
  • Which false beliefs I need to crush.

'Sold' business marketing

I want to show you:

  1. How the brain experiences the sale.
  2. The sentence that runs alongside each stage that helps me know where people are stuck.

When I join the conversation in my dream customers head, (using this technique) I can see whether the belief they’re stuck on is:

  • Vehicle
  • Internal
  • External

Then once I know where they’re stuck, I can engage with them in that place and help to move them along to the sale.


Business marketing detective

I do a lot of Facebook Lives, and as I’m doing them, I’m watching the comments to see the reactions.

There are certain things that my potential customer says that let me know:

“Oh my gosh, my sales message/ funnel is NOT doing a certain thing well enough…”

It’s the way people say things which makes me think:

“Hmmm… it looks like that person’s stuck on internal based beliefs. They think that they’re NOT good enough to pull off what I’m showing them … or they don’t think they have enough time?”

I run a sentence through my head to analyze comments and get inside the head of my dream customer

Let me ask you a question…


If you have a business, your hand should be up!

Business marketing sales person

Q #2: Do people ALWAYS buy the moment they see your product?’”

A: Probably not!

What! But I thought your product was the best? I thought it was amazing…

(This is where it starts to get good my friend.)

Q #3: Why don’t people buy?

A: (When I asked the audience at OfferMind they gave me these reasons)

  • No money.
  • No content.
  • Bad Stories.
  • False Beliefs.
  • Concerned about the ROI
  • “I’ve got a few last questions before I buy, man.”

…but ULTIMATELY, those are *NOT* the reasons why your customer isn’t buying… and it all has to do with HOW the brain experiences a sale.


How to increase sales with something new

I love the movie The Croods.

The daughter wants to have new experiences, and in the beginning, the father is really scared of leaving the cave.

He tells a story which ends with the words, “…and one day she saw something new, and died!”

The fact is that there’s a part of EVERYONE’S brain that reacts the same way when it sees something NEW.

It’s the same psychology.

Anytime something new pops up, we start to go into ‘crap mode’ and part of your brain starts to run red flags.

Business marketing red flags


One of my favorite books is called Pitch Anything by Oren Klaff. In the book, Klaff talks about the three parts of the brain that you actually talk to during a sale.

How to promote your business with psychology

#1: The first brain you’re talking to is the croc brain.

The croc brain is a picky and cognitive miser who’s primary instinct is survival only. This means it’s looking for ways to reject you.

No pitch or message is going to get to the logic center of the other person’s brain without passing through the survival filters of the crocodile brain system first. And because of the way we evolved, those filters make pitching anything extremely difficult – Oren Klaff

People don’t know they’re doing it, but they’re actively looking for ways to say no.

People wanna be included in stuff. They want to be where they’re supposed to be. They want the feeling of togetherness that oxytocin gives, but they don’t want to get kicked out of the tribe for doing the *WRONG* thing.

How to increase sales with psychology

We want to be around other people. We want to be accepted but we also don’t wanna be in places where we’re not supposed to be.

Q: What does this mean for you and your product?

A: It means that when your customer comes into contact with something new, subconsciously they start to find ways to let themselves out of the pressure of actually doing the new thing.

This is such a huge deal when it comes to sales.

Your customer is looking for a logical way to release themselves from having to move forward.

Once you’ve satisfied the Croc brain that there’s no danger to its survival, you move on to…


Business marketing mid-brain

#2: The Mid-Brain is the part of the brain you pitching to if you satisfy the croc brain.

The mid-brain is concerned with status and position, so it starts to come up with objections like:

  • Oh my gosh, no! I don’t belong in that category.
  • I’m making the right decision.
  • I’m gonna protect my status.
  • I’m not supposed to be there.
  • I’ll have a status increase by saying NO, not, YES…

If you satisfy the objections of the Mid-Brain, you’ll move onto…


#3: The Neocortex = the logical part of the brain.

Business marketing logic

…. we think the Neocortex is where the sale happens, but it only stands a chance of the other two brains have already decided to buy.

The Neocortex comes in to justify the sale logically

When we speak about features…

  • this feature…
  • this feature…
  • this feature…
  • this feature…

… we’re speaking to the logic driven Neocortex and thinking that’s where the sale happens.

BUT that’s NOT what happens…


Business marketing mapping the sale

I’ve figured out a way to map and measure how sold somebody is.

*This is powerful stuff*

Here’s how the brain experiences the sale…

#1: The possibility of product service working, in general.

What they’re gonna ask is:

“Oh, you got this cool thing called funnels? Does it even work?”

Business marketing vehicle

They’re gonna question the vehicle itself… Does it even work?

… and if they see a possibility that it could work, they graduate to internal based concerns.

#2: The Possibility that they might succeed

The very next thing that they’re gonna say to themselves is:

“Oh, I see it works in general, but I just can’t see myself pulling it off.”

Internal business marketing

A lot of people I coaching play *that move* thinking that they’re logically letting themselves out of the sale and taking action.

They’re like:

“Hey, I believe that what you’re talking about. Yeah, it’s true… but there’s just no way I can pull that off.”

That’s means I sold their brain, one third…

How to promote your business

I’ve got them past the first vehicle base hurdle, but then they got stuck on the second internal objection.

In their mind, the customer is saying things like:

  • Oh crap, I’m not a fit.
  • I’m not worthy.
  • There’s no way this is actually gonna work for me.

How to increase sales

… so it’s your job to move them past this hurdle so that they can get a ‘YES!’

Once they graduate the first two hurdles, they get a ‘yes’ to the questions:

  1. Is it possible?
  2. Is it possible for me?

If I can help them through the first two questions, then they progress to the third category.

#3: The possibility of them having enough resources on the journey.

They ask the question:

“Am I’m gonna have enough?

Business marketing resources

They see that:

  1. The Vehicle works.
  2. It’s possible for them.

… but they don’t know if they’re gonna have enough resources to make the journey.

External business marketing

They wonder if they have ‘enough’…

  • Money
  • Time
  • Community support
  • Support from spouse or family

The overall fear is that:

I don’t have enough RESOURCES for my journey.

They see that it’s possible to make the journey… however, they’re worried about what it will take to get there.

Business marketing journey

… and so you have to resolve that concern.

The good news is that it’s one of the easier objections to actually resolve.


If you look at how your customer responds, it’s easy to run their reactions through a simple sentence to see which objection they need to move through…

  1. The possibility of the product/service working in general = VEHICLE
  2. Possibility of the customer succeeding at driving the vehicle, (can they see themselves as the other person?) = INTERNAL
  3. Possibility of having enough resource for the journey = EXTERNAL

Steve Larsen how to increase sales

I hope that you can see that this is a *BIG DEAL* for your sales conversation!



Steve Larsen business marketing sales funnels

(Yes, it’s possible)

Occasionally, I’d walk out of a coaching session and Russell would say:

“Dude, glad you’re done. I go live in 11 minutes! Can you finish this funnel?”

I’d be like, “11 minutes to build a funnel? Oh my gosh!”

So in my head, I’d run through the exact formula I’ve just shared with you:

  • Vehicle Story
  • Internal Based Story to change their internal beliefs
  • External Based Story
  • Plug into the frameworks
  • Grab that page from this funnel… and that page from this funnel…

BOOM! … things are always soooo much easier with the right framework!

Until Next Time… #Get Rich, Do Good!

If you’re just starting out you’re probably studying a lot. That’s good. You’re probably geeking out on all the strategies, right? That’s also good.

But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?

That’s what I struggled with for a while until I learned the formula.

So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.

Steve Larsen OfferMind

Wanna come?

There are small groups on purpose, so I can answer your direct questions in person for two straight days. You can hold your spot by going to

Again, that’s

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