SFR 245: Podcast Webinars – Stephen Larsen

SFR 245: Podcast Webinars

May 24th, 2019 anchorwave

Here’s a deeper look into how I launch my podcast content and the sideways webinar I sneak in…

Marketers are event throwers.

… and you can use this strategy to your advantage in ANY content that you put out – yep, even your podcast or your blog!

I’m gonna show you a strategy that I use in my content to:

  • Break Objections
  • Build Epiphany Bridges
  • Build Pressure
  • Announce and Sell products

Steve Larsen sideways webinar

… it’s time to throw in a sneaky *SIDEWAYS WEBINAR*


When I went to my first Funnel Hacking Live, I knew that I was prepared to do ANYTHING Russell said… EXCEPT publish!

I took 52 pages of notes FHL and in those notes, I actually wrote…

“I don’t wanna talk!”

“What am I even gonna say?”

“I don’t even know if I’m interesting enough to listen to!”

My very first episode for Sales Funnel Radio was an interview because I didn’t know what to say.

I didn't want to create content

To start with, I just published because Russell said to do it. I fought him on that for a while…

Fear of talking was one of the things tripping me up.

… but then I realized, “Woah, producing content is changing me faster than I could change myself!”.

Creating content was teaching me what to sell faster than I could test things out.


I’ve finally accepted the fact that I’m definitely in the content business!

How does Steve Larsen create content

One of the biggest questions I get right now is NOT:

  • how to create an offer
  • how to create a funnel
  • how to create a sales message.

…instead, it’s, “Stephen, how on earth do you come up with your podcast content ideas?”

And that’s a very valid question – because I produce sooo much content right now…

How to create content

(Bonus points if you remember the fish slap episode 😉 )

I’ve just bought specifically to deep dive into how I create and publish content.

There’s a third show that’s about to come out, (which is exciting)… and there’s a lot of strategy behind it.

However, right now, I’m going to let you in on a secret… (and I wonder if you’ve noticed me doing this?).

The secret to create content


Often, I create content based around:

  • An idea or an “AHA!” that I have
  • Problems in my business and how I’m overcoming them (a fun thing to document!).
  • Straight up documenting the journey of what I’m doing.

…but other times, I actually use a webinar script to create content.

Sideways webinar content

Did you realize I was doing that? It’s very effective 😉


You’ve probably seen a webinar, right?

Sometimes, when I say, “Webinar,” people just roll their eyes.

Sideways webinar's are not dead

To that, I say, “Well, we’re still making a ton of money off of automated webinars…

Webinars are NOT dead.

In fact, a while back, I realized that webinar scripts are NOT just for webinars – they’re for ANY selling…EVER!


The question I’m gonna answer is:

How I use webinars scripts to create content without you knowing that I’m doing that?

Well, here’s an example…

During my last podcast episode, I shared all about my high-end program MyOfferLab with you… and while that wasn’t a webinar, it was very much me breaking and rebuilding false beliefs.

Create content to break false beliefs

My intent was to…

  1. Help you understand why OfferLab is so cool.
  2. Make you think, “Oh my gosh! This program could actually shortcut my success by a few years!”


The first 30-ish episodes of Sales Funnel Radio are so bad, that in some ways, I wish I could delete them…

You could tell that I was reading them out. I was like:

”Hey, what’s up everyone? This is Stephen… uh, Larsen… Uh, you’re listening to Sales Funnel…uh, Radio… uh….”.

The content was great, but the delivery sucked so bad.

Create content and keep it

(Oh, how I wished I could go back and do them again)

I probably would had deleted them if Russell hadn’t told me to keep them (and you should keep yours too)…

*It’s really helpful for your audience to see your journey because it helps them believe that the same transformation is possible for them.

My advice is:

Don’t listen to yourself for a while… it’s gonna bother you … it’ll totally get in your head…

Start to create content

You’ll start thinking: “Do I really sound like that!?!”

Naturally, I sounded really HOT! 😉

Beginning to create content

Errrm… Sadly, NOT true!

I was terrible, “Oh my gosh,” I couldn’t believe that I sounded so bad!

The first 30 episodes of Sales Funnel Radio, I did TONS of interviews because I didn’t know what to say.

I was sooo freakin’ scared of talking.

By about Episode fifteen-ish, I stopped reading everything out as much.

Then around episode 30, I started getting more comfortable with my voice and the way I sounded.

But here’s how I create my first content for SFR…


I went to page 114 in Expert Secrets

On the right side, in the middle of the page, (geek alert), you’ll find the Epiphany Bridge Script…

Use the epiphany bridge to create content

…that was literally my episode.

  • I wrote down all of the headings
  • Answered all of the fields
  • Deleted the questions to create the script that I’d use.

It was eight questions:

  1. The Backstory: What is your backstory that gives us a vested interest in your journey?
  2. Your Desires: What is it you want to accomplish?
  3. The Wall: What was the wall or problem you hit within your current opportunity that started you on this new journey?
  4. The Epiphany: What was the epiphany you experienced and new opportunity you discovered?
  5. The Plan: What was the plan you created to achieve your desire?
  6. The Conflict: What conflict did you experience along the way?
  7. The Achievement: What was your end result?
  8. The Transformation: What was the transformation you experienced?

Yes! I did ALL the Epiphany Bridge… in one episode.

Epiphany bridge and sideways webinar

Then on the next episode, I took one of the objections and false beliefs… (that I didn’t answer in the main script!)…

…and I’d just found another story.

I’d ask, “What’s the cool story that helps people realize that…”

  1. Their belief isn’t real?
  2. They need to rethink the way they’re seeing the world?

“Huh… cool!”

Use a story to create content

Now, for that story, what’s the…

  • Backstory?
  • Wall?
  • Epiphany?
  • Plan?
  • Conflict?
  • Achievement?
  • Transformation?

And that’s how I launched Sales Funnel Radio

However, about a year later, when I launched Secret MLM Hacks Radio I did it very differently.


The Secret MLM Hacks Radio launch was awesome, I learned a lot from it.

Secret MLM Hacks sideways webinar

I wish I’d launched Sales Funnel Radio the same way… because it was so much better!

So let’s talk about the Sideways Webinar…

The way I launched Secret MLM Hacks Radio was totally different.

Here’s how I did it…

First of all, I understood that people are gonna have some serious hang ups about using funnels in the MLM space!

Create content for the MLM space

So I started thinking about what objections they’re going to have to even just the idea of using a funnel.

I listed out all of the objections out that I could imagine

All the ideas that were gonna cause them to flip out a little bit!

AND I started to look for ways I could break those objections with my stories.


Q: What are all the major elements of the actual webinar script?


  • The Origin story = Introduction to you
  • The 2nd Origin story
  • Story for Secret #1 = vehicle based concern
  • Story for Secret # 2 = Internal based concern
  • Story for Secret #3 = External based concern
  • A pitch and call to action (CTA)

Create content checklist

So for Secret MLM Hacks:

  • Episode #1: was my origin story = the introduction to me.
  • Episode # 2: was the story associated with the vehicle story = Secret #1
  • Episode #3: focused on the internal story = Secret #2
  • Episode #4: was the external story objections.
  • Episode #5, I did a call to action = this cool little free download.

Create content to sell

The audience had no idea that I was telling stories to break specific beliefs…

I had no following at all… and it was so crazy to see what happened!

At the time, Sales Funnel Radio was doing about 600 downloads a day.

Secret MLM Hacks had no downloads a day, but the engagement was through the roof – it was insane.

Create content for engagement

There was way more engagement from the MLM audience even with fewer downloads.

It was almost the creepy kind; aka, they find your phone number and wanna fly out to meet you!

Sideways webinar engagement

And all because I broke their belief patterns in this way. I

It was super nuts how engaged they were.


From Episode #6 onwards, I started asking a different question. I wanted to increase my audience, so I asked:

Q: Who would wanna get on this show?

A: Red ocean…C- level influencers…

Now, I’m starting to harvest other people’s followings and getting them to come to me.

OfferMind following

And with those influencers, come their follower… and if the enjoy the show, they’re probably going to start listening from beginning of the show…

Which means they’re gonna hit my call to action and get sent over to a registration page or an opt-in page to start building a relationship with me.

OfferMind content creation

This is 100% how I launched Secret MLM Hacks and it’s way more lucrative and effective when you do it this way.

Now, I have brought a lot of my students through this process with their MLM product.

If you go to iTunes and type in “MLM”… of the first top 20 podcasts, the first six of them are my students.

Their shows are ranking at the top of iTunes because they’re breaking and building people’s beliefs like crazy!


Before I even launched my Secret MLM Hacks product, I’d published about 50 podcast episodes.

To start with, I just started talking about the ideas and I told stories to break false beliefs and objections.

But then, around episode 10-ish, I started building pressure for my program launch.

Sideways webinar pressure

I started saying things like:

“Hey, there’s this crazy cool project that I’ve been working on and I just wanted to tell you guys about it!”

Create content pressure

… then that was it – end of the episode.

In the next episode, I’d say:

”Hey, I’m really pumped, we’ve actually grabbed a few people as a litmus test to see if this project works and it’s been amazing – this is kind of what happened… but anyway, that’s today’s episode… see you later!”

I’m starting to build curiosity.

Q: What are the two major weapons that a marketer has?

Create content curiosity


  • Scarcity
  • Urgency

… when used correctly, scarcity and urgency are AWESOME.

I thought I was gonna launch in October 2017, so I started building up all this pressure towards it….pressure…pressure…pressure.

I kept teasing, “It’s coming in October. I don’t know the exact date yet, but be ready!”

People started commenting and leaving reviews on iTunes asking, “What is it?? This is so cool!”

#Open loop #Open loop

I wasn’t exactly sure what the product would be, but I knew it had something to do with funnels and automation.

I’d already been doing a few of those things personally… so I wasn’t just making stuff up…I was doing the thing myself…


I started telling stories about things that I hated in the MLM industry… stuff that just drove me nuts.

Things I felt that were an injustice about what was available for current MLMers.

Some people started leaving comments like, “I hate your guts, Steve… you’re dumb!”

Create content polarization

But other people started reaching out to me saying, “You’re right! It’s terrible. I hate it too!”

I didn’t create the divide; I just brought it to the surface.

And when I started seeing this divide in opinion, it was a signal that I was on the right track.

It meant that when I start selling the product, people are gonna talk about it without me asking them to…

Sideways webinar

When it’s a little bit spicy like that, it means you have a talkable product

You’ve found the hot spots.


A few episodes later I realized, “Oh crap, I wanna make the product even cooler, so I’ll actually have to push it back a little bit!”


I was focusing on leaving ClickFunnels well…

Yes, I wanted to leave…but I didn’t wanna burn bridges… because that would be dumb.

So then I started saying, “Hey, I’m gonna launch to January instead, but I don’t know when…”

At the beginning of November, I started thinking, “Alright, if I leave ClickFunnels on December 31st… can have something ready by January 4th?”

It was intense, but it was a good constraint.

I didn’t want to go a while without getting paid though. We weren’t gonna have any other income…


…and that was some scary crap.

But that was the reality…

So, I asked myself, “How can I spin that to a positive and LEAD WITH IT?”

So I began telling people:

“I’m gonna leave ClickFunnels. I’m gonna leave my job! Watch what I do when I do this. I want you to know that the framework that I’m using works.

It was a cajones moment…

Create content

Yeah baby…*twitch in the eye*

So then I started building the pressure by saying:

“If you wanna get on the waiting list and get first dibs on the product when it’s launched, go to this URL… Go get on the waiting list.

I ended up getting 400 people on the waiting list before January even showed!

I started asking those people…

  • What’s your number one question or challenge with this?
  • What’s your big fear?

I started writing a huge list on a whiteboard with tons of:

  • Objections
  • False beliefs
  • Stories of problems they were running into
  • The things they hated
  • Stuff they loved

This started showing me – “Oh my gosh, *that* is where I need to sit in this market.”

OfferMind market

Beforehand, I kinda had an idea of what my product was going to be…but I still didn’t know EXACTLY.

…so I kept building up pressure!


There was one lady who was so excited to buy in October that she stayed up waiting for the page to launch

(I didn’t know this at the time, she sent an email to me after the actual launch.)

She said, “Are you kidding me?! Why is it January?”

Create content launch

I was like “Sweet, that’s a buy signal. We should probably move forward on this.”

She was that person on the Webinar who’s like, “I don’t care about the stack! Where is the link?!”

I thought, “Yes! Yes! Yes! I’m hitting it! Yes, this is gonna work!”

She actually started getting mad on the webinar.

Sideways webinar selling

I closed the chat just because she was starting to get in my head:

“You really wanna buy, but I’ve still gotta sell all these other people,! Come on now, hold on a minute!”

She ended up being the first buyer of the actual program.

Two days later, she messaged me…I think she was crying…

She said, “I forgot to tell my husband that I wanted to buy this! I stayed up all night and bought it without talking about it with him….and he’s a little bit mad. I have to get my money back.”

I was like, “Oh, Crap!”

I was said, “All right, that’s totally fine.”

She was sooo devastated and embarrassed.

Create content that people want

A few weeks later, she came back…. and told me, “The most amazing miracle happened, Stephen!”

My husband was like, “You know what, you really want this thing, huh?”

And she said, “Yes, I’ve been waiting like six months, the dude’s been dropping all this content on me like crazy!” (…by then I was Episode 60)

So she messaged me, “My husband just turned to me and said, ‘You know what? Why don’t you just go get it.’ ”

So she came back AND she re-bought it.

Get people to buy with sideways webinar

Now she’s this HUGE evangelist…

And that’s what happens when you take care of people and build pressure in the right way by launching your content with a sideways webinar.


Steve Larsen OfferLab

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.

OfferMind 2019

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

The post SFR 245: Podcast Webinars appeared first on Sales Funnel Radio Blog.