SFR 263: Campaign Follow-Through – Stephen Larsen

SFR 263: Campaign Follow-Through

Jul 26th, 2019 anchorwave

A marketing campaign is nothing more than orchestrated noise around your product.

Here’s an example of how to keep a campaign going when everything is going well…

A campaign is about creating orchestrated noise

… that’s my definition, but really that’s all a campaign is.

Running Facebook ads, that’s NOT really a campaign. It can be part of a campaign, but it’s NOT a campaign on its own…

Marketing campaigns are a dying art… which means MOST people are leaving money on the table.

Think about this…

We’re no longer just in the information age, we’re in the attention age where the loudest, not the best, is more likely to get paid.


Turbocharge your ad campaign

Recently, one of my good friends, Josh Forti, did a cool launch, and he had me come on to promo this product.

After our interview was done for the launch, he asked if he could get on my Facebook page to chit chat about the interview and do a little MORE promo around it.

I swear one of the major reasons that people don’t do very well in this game is simply because they don’t know how to do the second step that Josh took…

Ad campaign second step

…which is why I thought it’d be cool to share the interview with you…

I chopped it in different places and such, but you’ll see Josh ask some very general questions…

Then kind of after each of my answers, he’d go back to, “Hey, we covered that in the playbook, click here.”

That skill is a very learnable thing, and it’s one of the easiest ways to get better results in your marketing campaigns…

Because, here’s the thing…

I see people with a…

  • Great Product
  • Excellent Funnel
  • Good Launch

… but then they don’t follow through all the way, and it cuts their launches down.

Campaigns are broken up into a lot of parts. I plan and put all the pieces together, and then, I ask…

  • How am I gonna get tension?
  • How am I gonna leverage the followings of other people to get attention?
  • Once it’s in the middle of a launch, how do I keep the momentum going?
  • Once it’s done, how do I keep that pressure moving as well?

And, so I thought this interview with Josh was a great example of how to keep the pressure moving…

So, when you launch your product, or whenever you’re putting your stuff out; *REMEMBER* it’s NOT just about the product or the funnel…

It’s about the noise.

So you need to ask, “How am I creating that noise?”

Ad campaign noise

The success of your product is just as dependent on the noise you orchestrate as the product and the offer and the sales message itself.

If no one knows about your offer, you’re NOT making any money anyway.

If you can’t get anyone to even go look at your sales message, your product is already dead… so why did you make it?

Why did you make an ad campaign

So I’m just giving this to you as an idea, so you can see like, “Oh, man, I should go do that.”

A follow-up interview whenever you interview somebody for a product you’re putting out is NOT abnormal at all.

Let’s cut over right now…


Steve: On the other side of this wall here, there’s a whiteboard and I call it my “questions whiteboard.”

Josh Forti ad campaign

I believe that questions invite revelation, and that’s good and bad…


I have to focus on answering rich people questions instead of poor people questions.

Because whatever I ask, I will likely answer.

The purpose of the board is NOT for me to answer the questions.

The purpose of the board is me to figure out which question to focus on answering.

…because I shouldn’t try and answer EVERYTHING.

It’s funny you asked that; I don’t know why, but it happens in the morning….

I’m getting ready in the morning and my brain turns on, and I’m like, “Whoa, what about this idea?”

Man, I’m not going to lie, I’ve run out in a towel before to write stuff down… like, “That’s such a sick idea! Oh my gosh! I should try to answer that…”

And I put it on my questions board… and I write, and write, and write…

I have a BIG list of unanswered questions that I want to pursue.

Ad campaign questions

It’s NOT that I’ll sit down always and be like, “I have to answer this now,” and just dive into my books…

But, on interviews, because it’s on my mind, I’ll continue to clarify the answer to that question…

I’ll be like, “I think it’s this.”

One of my favorite things is to go back and listen to those interviews and hear myself, and be like, “…that was probably the coolest I’ve ever explained an answer to the question on my whiteboard.”

And so I go back a lot, and it’s one of the coolest ways I figure out like, “Okay, that made sense, that didn’t make sense. This was helpful, that was confusing.”

And it’s only honed me in what I do more and more.


Josh Forti advertising campaign strategy

Josh: It’s interesting how much you can learn about certain things that you say when there are clips of the crowd, (and they get the back angle)…

… and you watch everybody’s heads go down and start writing all at once.

And you’re like, “Oh my gosh, they all really liked that point.”

And so it’s ALWAYS interesting for me to kinda go back and listen to old interviews, speeches, or things that I’ve done… that got A LOT of really good engagement…

‘Cuz I feel like you can learn so much about what people really like, what resonated and what didn’t resonate.

Steve: Well, it’s funny ‘cuz the market literally votes, (they don’t know they’re doing that a lot of times), and it’s NOT just with products, but even with content, (you know that)…

It’s cool to see that reaction when you say something and you know it’s right, you know it’s helpful…

… but you said it differently that time, and suddenly it’s the click… and you’re like, “Oh, that’s what you mean!”

And then you see all the heads go down, and you’re like, “Okay, note to self, say it that way next time because it’s more impactful than last time.”

Advertising campaign strategy notes


Josh: I believe that the key to thinking different…

The key to getting, basically, anything that you want out of life is asking the right questions.

If you know how to ask good questions, you can ultimately go out and find answers, have a good perspective, and get what you want out of life.

But how did *you* learn, like…

  1. How does one go and actually learn good questions?
  2. How do you determine what questions you’re actually gonna ask, and what’s worthwhile to go study or not?

Steve Larsen advertising campaign strategy


One of the biggest filters I run things through is, does that sound like a rich person question or a broke person question?

Josh: Hmm.


A lot of times, people try to answer broke people questions just out of habit.

For example:

I don’t clip coupons. I’m not against coupon-clipping. Well, actually I am😉

One of the issues is…

If I spend my time and my attention and my focus on how to save money, I will find out how to do it

Money making marketing campaign

…but I also didn’t learn how to make MORE money!

I’d rather learn how to make more money and who cares how much something costs at that point?

The one thing everybody has when they start this game is a buttload of questions.

… and it makes sense why they would. Just EVERYONE has tons and tons of questions.

Josh: Right.

Steve: That’s natural… but, like start writing them down. I challenge everybody to do that


Ad campaign answers

Before you seek to answer the question, seek if it’s worth answering at all.

Josh: Yeah. That’s huge.

Steve: It will pay you in time or money.

Josh: I love that.

One of the things you said is interesting because we mention it in The Mindshift Playbook, is the habit thing…

You said, ‘Often times we just do it out of habit,’ right?

Steve: You know what’s funny, I’ll go teach these models, “Hey, this is a cash flow model. This is a cash flow model. This is a cash flow model…”

And what’s funny is, the very first reaction people have is, “Is that gonna work for me? Am I in the right spot to do this?”

And I’m like, “Oh, my gosh, are you kidding?”

Advertising campaign strategy

… it ticks me off so bad.

Josh: It’s like, “Does ClickFunnels work for —–?”

Steve: You know what? Of the hundred thousand monthly subscribers, you’re right, you’re the one it’s NOT gonna work for.
It’s like, “Come on! Just do it.”

People set a goal, “I’m going to go do this, and I’m going to use ClickFunnels to do whatever,” and they don’t allow *themselves* to break on the goal.

That’s the key…

You have to break *you* on the goal instead of change the goal.

Ad campaign goal

Robert Kiyosaki says that as well…

As you start moving towards any goal, you’ll have these character flaws that explode in your face.

I was probably, you could say…

  • Addicted to video games in high school.
  • I was very overweight.
  • I got kicked out of college.
  • I barely graduated high school.
  • I couldn’t speak.
  • I had major anxiety issues.

I am literally the opposite of everything that I was back then because I started realizing that,

I needed to allow myself to feel some pain on the way to the goal. Pain does not mean bad, and pain does NOT mean the wrong choice. Most of the time, pain means growth.

Josh: Yeah.


Steve: When you realize, “Oh my gosh, failure is really kind of a made-up principle. It’s not even a principle, it’s made up…

As I start to feel that pain, I start to feel the progression of moving towards things.

Making an ad campaign

I went back and counted how many times it actually took me to make one of these funnel things work, and it was actually 17 funnel tries and 17 before that…

It was actually my 34th thing that actually blew up (from age 20 until now).

Making money with an ad campaign

Josh: That’s crazy.

Steve: That’s A LOT of freaking failures.

…and most of the time, people aren’t going to be able to go through that.

About 1/3 into those tries, I became cognizant that…

I was changing at a speed faster than any personal development course could ever hope to give me.

Ad campaign speed

Josh: Ever! And you mentioned that in the interview too. You say like,

Entrepreneurship is the best personal development course you NEVER signed up for.

I mean, like it just is, and I 100% agree with that.

…and it’s interesting what you say about pain and struggle.

I think the one thing that we both agree upon is that the struggle is there for a reason. The struggle is a good thing.

The struggle is absolutely needed to develop you into who it is that you say. So it’s interesting that like, they’re saying it, you’re saying it. Like, it’s there…

I think in today’s society, we’re just trained to want to avoid struggle.

  • Everything is convenient.
  • Everything is now.
  • Everything is easy.

Like, “Avoid this!” (Thank you, marketers, right?), but like, you know what I mean?

I feel like we’re trained as a society to avoid struggle, which I think is why it’s so hard for so many people.

Steve: Yeah. And, you know, I think a lot of it, (and I’m never gonna be the one that just like slams and bad mouths school and all that stuff)…

Easy ad campaign

… but you think about it, you get punished for doing something wrong in school.

But like, man…

I do stuff wrong, all the time, in business, and that’s actually the thing that accelerates me.

Josh: Right

Steve: “You can’t do that here, or you can’t do that here.”


“What if I fail?” *Plan on it* And then you just move forward.

Josh: Write it in.


I find that failing ends up being an accelerant to everything else that you do

Ad campaign fail

I’ve gone through that many failures, and because it sucked for so long, it’s NOT that hard to make cash now.

I’m like, “Okay, well, I solved that problem.”

And what I’ve learned is that while I teach these models, and then people feel this first sense of personal development requirement that comes like…

“Oh, man, I don’t actually qualify to be running my dream in the first place.”

…as they start moving, they start to gain this self-confidence. And then, they move faster and faster and faster…

I almost want them to hit some major speed bump quickly and then see if they can pick themselves back up.

Ad campaign speed bumps

That kind of person, I love working with them.

Josh: Yeah, because people don’t know how to fail. Sorry. Go ahead.


Marketing campaign

Steve: I was chatting with Russell about this a little while ago…

I was like, “Dude, when I met you and started working for you in the same room, you were totally a different person a year and a half later by the time I left.”

The Russell Brunson of 3 or 4 years ago, could NOT handle what he’s doing right now.

But too many times we’re like, “I want my dream with the million-dollar business now.”

Man, *You don’t qualify* You’ve gotta get some personal development going down!

Josh: What would your advice to me be, if I were to go down that route and be like,

“Yeah, I’m gonna open up a talk show where we bring on interesting guests. Maybe we talk politics. Maybe we talk about business. Maybe we talk, whatever.”

What’s your advice to me when it comes to doing those interviews or creating concepts around that?

Steve: Okay, so I’ll tell you one of the reasons why Sales Funnel Radio has been so successful and “The Capitalist Pig” is such a big deal to people…

Capitalist Pig marketing campaign

It’s because it actively throws rocks around mainstream ideas that others believe.

So, I was in the Army, (and y’all know that if you’re on here, right?)

I was in the Army, I enlisted and I went to become an ammunition specialist, (which I didn’t know at the time meant “fancy warehouse guy.” )

I was like, “Crap, I wish I would have chosen something a little different.”

Anyway, a little bit through that, I was like, “I’m going to go be an officer.”

So, in the middle of my officer trainer, one of the things that they do is they make you study wars, battles, lots of strategy and movements… things like that.

Ad campaign training

So you study these HUGE battles, and it’s a ton of fun. I really enjoyed it.

The guy who was teaching us was ridiculously smart. He’s a historian that they brought in just for officer training.

It was a whole semester of just studying wars.

What’s interesting is that he taught us that wars are started over usually pretty much always out of rights…

  • States’ right
  • Human rights

… that’s what wars start over.

The Civil War was NOT started because of slavery. We did NOT leave Europe because of religious oppression, but that’s how we romanticize the past…

What’s funny is that in the middle of a war, a lot of times, a social issue will piggyback on the war.

So slavery becomes part of the Civil War, (like right towards the last hour)…

And that’s when Lincoln said, “Hey, The Emancipation Proclamation, let’s go dump it in there.”

The same thing with like leaving Europe, as Americans, we’re gonna go in and you know what… ‘it’s about religious freedom now.”

It was NOT at first. We were Britains!

And the reason I bring this up is that from a marketing standpoint, when it comes to the way I treat a message, (this is not something I normally would talk about either), but …

Ad campaign issues

I look to piggyback a message on the back of a social issue.

(Not a human rights issue… because then you’re seen as political)

But when it comes to really disruptive messages in the marketplace, Socialism right now is getting a lot of attention…

So one of the easiest ways for me to get a lot of attention on a show is to become the anti-something major in a social issue that’s currently got momentum.

Ad campaign momentum

It takes a lifetime to create momentum, but I don’t have to do that if I piggyback on a social issue that I’m passionate about in the opposite way.

Josh: That’s super good advice.

Steve: Yeah, I would figure out what big things to talk about. I find that themed shows always do better than a general, let’s just…

Josh: Let’s just talk.

Steve: Yeah.

So I would find something that you find and throw rocks at it like that, and then it’s very natural to find those people who are for or against to hear both sides.

You’ll get as many people who listen to you and love you, as hate your guts.

Josh: Yeah, well, I think this entrepreneurship like micro-influencer game has prepared me for the hate. Holy cow, dude!

Ad campaign interview

Steve: Yeah, it only gets louder.

Josh: Aww, man, I tell you what! But I’ve learned to tune it out.

Steve: Well, thanks for listening and thanks for jumping on here.

Josh: Absolutely, man. Thanks so much.


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 ad campaign

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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