Intro: 00:00 From ABC News Radio, KIBT 1490 in Southern California, this is BizNinja Entrepreneur Radio, with your host, Tyler Jorgenson.
Tyler: 00:14 Welcome out to BizNinja Entrepreneur Radio. If you’re noticing a slight increase in my energy, just right from the beginning, it’s cause I have the energy master, Steve Larsen on the call today and we are so grateful for you to come out and be on BizNinja Radio, so welcome out to the show, Steve.
Steve: 00:33 Oh, thank you so much. I don’t know if I can do too much yelling right now. My throat’s a little messed up, but… normally I would though, I’d pop all your ears.
Tyler: 00:39 Yeah, just being here, you’re raising the energy level. So that’s…, that’s we’re…
Steve: 00:44 Sweet.
Tyler: 00:44 Here’s what’s fun. Like, your website is SteveJLarsen.com, but you’re Stephen with a PH. Like, what do you go by? Are you Steve, are you Steven? What do you prefer?
Steve: 00:53 You know, after four years in the army and got… being called a lot of other things, Steve Larsen or Steven Larsen, or hey you is fine. So, I started using Steve Larsen because Steven Larsen on camera is hard to say that faster maybe…
Tyler: 01:05 Okay.
Steve: 01:06 I don’t know. That’s kind of awesome.
Tyler: 01:07 I’ve always know you as Steven, but so if I’ve got to switch to Steve, we’re just…, yeah, we’ll see. We’ll just… I’m going to flip them around. We’re going to go back and forth.
Steve: 01:14 Totally.
Tyler: 01:15 So… Alright. So backstory on you. I know… I know the story, but give us your… your short version of the… like, who you are and how you… like, why do I want to have you on the show today? Right? Like, how’d you get here?
Steve: 01:29 Sure, sure. Yeah. Yeah. So when my wife and I first got married, I mean, I had already been trying a lot of businesses, but we had nothing, you know, and I went and I… we started… three weeks in, I noticed she was staying in bed a lot, and I was still in college, and she had already graduated. And so, I would come back from classes each day, and she’d still be in bed. I was like, “Hey, what’s going on?” You know, you know, and she’s like, “Oh, nothing.” Okay, and then I come back the next day, same thing. Come back the next day, same thing. Finally I was like, you know, like, “What’s going on, you know, we’re just married. Are you still into this?”, you know, this is…
Tyler: 02:00 Not the kind of staying in bed you were looking forward to?
Steve: 02:03 Nope. Nope. And, it actually got really intense though, you know, we basically coaxed out of her that she’d only been eating one meal a day, and… and it was because we had such little money. We had a thousand… a thousand bucks to our name. I mean, no jobs, new town, you know, it’s a college town, so we couldn’t really get jobs that paid more than a couple bucks an hour anyway. And, stuff kind of got real there. And, I realized like, “Oh my gosh”, you know, if any guy who’s ever experienced that, or anybody ever, like that wrecks you, you know, to feel like you’re not the provider. So I was like, “I’ve got to… like, I’ve got to figure out something. And so, I found I could get student loans, and I went and I… I applied for student loans. We got ’em quick. No surprise there, and then… but they were going to come to like, four to six weeks, and it was crazy, cause we… we just… I was like, “We’re going to be dead like, in a week”, you know, there’s no way we’re going to survive anyway.
Steve: 02:59 So, I did… I did something that was culturally not like, I was raised to do. And I called my dad for money, you know, and asked him for money, and I said, “Hey dad, you know… you know, my wife’s eating one meal a day behind my back. I didn’t know that.” You know? And it was, seriously challenging my manhood. It really was. And, you know, “Could you just float us some… some… some cash. As soon as the cash comes in, we’ll go in and I’ll pay you back.” Long pause on the phone, and he said, “Son”, and I’ll always remember this. I was like pacing around this room ferociously, cause it’s not the… I was really nervous to do that, and I was pacing around. I was like, asked the question, and he goes, “Son, no.” And he goes, “If I give you this money, you will not exhaust the resources that you didn’t know you had.”
Steve: 03:43 And it was interesting for me to go through that with him. And, yeah, you know, awesome dad to say something like that, and not bail his kid out. And I don’t frankly remember how we made it through that, but I was on fire, and it started something in me, that I feel like a lot of entrepreneurs fail to gain, which is this like, just fire in the gut just to move. And I started doing everything from real estate, you know, residential, commercial, stocks and options. I did door to door sales as a telemarketer. I did… sold eBooks. I’ve sold random junk I was buying. I did… I was a traffic driver for Paul Mitchell. I mean, it was… it was crazy. I did all sorts of… diamonds, I mean, it was all over the place. And these three to six month swings and…, and I would learn, but totally fail, and learn, totally fail.
Steve: 04:23 And I think it was like, around like, try 12 or 13, like things started actually sticking. And I’m like, “Oh, that’s crazy.” And I started, it was around the time we started a, I was at driving traffic for Paul Mitchell. I was in college and we were doing a project for them in one of my marketing classes. And, uh, my buddy and I went out and were like, hey, we’re going to go and we’re going to get, um, you know, we’re doing all these servings, um, for, for their company. And, uh, I was like, you know what, I’m going to, we’re going to go out and we’re just gonna run some Facebook ads to this thing and blow it up. And together he and I got more than the entire class combined, uh, for this thing. And Paul much was like, Hey, we got questions on the social media thing, like who do I, who do we grab?
Steve: 05:04 And these teachers were like, we don’t know what these two kids are doing but grab them. And so we started building websites for the rising celebrities before they go on TV. And, um, we could drive a buttload of traffic, but then like suddenly, like it wasn’t converting. And like until that point, I had never considered that it’s not enough to just get eyeballs. Like what’s the actual psychology behind it, which is such a base level question, you know, uh, now and, um, um, and so we still didn’t have any cash and I start snooping around the Internet and Russell knows the story and he laughs about it. But, um, I stole one of Russell Brunson’s courses, DotComSecrets X, and I got a bootleg copy of it. And I went through and I was like, learning this stuff cause he said we didn’t have anything.
Steve: 05:49 I was, you know, anyway. And, uh, I told him that, I was like, do you don’t pay it back. He’s like, no man. It brought to me or what brought you to me and uh, anyway, so I started learning this stuff in. The more I applied of it, the more money started making. And I was like, I’ve got to prove this whole funnel building thing that I’m learning. So I went and I started building all these funnels for free for all these companies, making them whole bunch of cash and then Funnel Hacking Live came along. I was like, you know what? This guys seems legit. Like I’m making money. When he said when I do it, he says, so then I’m making money for the people too, but we don’t have the cash to like, you know, discretionary income to really give.
Tyler: 06:26 Now this is Funnel Hacking Live 2 in San Diego, right?
Steve: 06:29 Yeah. Two of the 16 yeah. Yeah. And, and I started trading funnels for plane tickets and funnels for hotel nights, the phones for event tickets and stuff. And, and just bootstrapped my way there. And I remember I was, I was riding, you know, those like Citi bikes that you rent. I what money we did have, I couldn’t get like a cab or whatever. So I like had my luggage and I was renting a city bike, like riding around the bay, over the Funnel Hacking Live around my shoulder, I was just making it work and I walked on up and I had already, I was already a hyper user. Click Funnels on was it only been around for a little bit about that time, you know, I, you started using it right after Beta. They left me, uh, like you right. I mean that’s about… Yeah.
Tyler: 07:09 We got a lot of our, a lot of our stories crossover in terms of timing. Yeah. Yeah. Okay. Yeah. And um, I, uh, walked on in and they said, you’re that kid pulling off all that Star Wars Ninja crap. And that was Mark Manguda her and said, I want you to apply. And then we got four more job offers and two days later I was in Click Funnels. Two days after that I graduated college. Two days after that, I was next to the Russell
Tyler: 07:32 And I remember… so I remember this, because this is when you and I first met, we met in the hallway hanging out with Mark and you came walking by and Mark says, Hey, how’d the interview go? And you go, it went really well. And then like the next time we saw you, which was like five, you know, not that long later you’re like, they offered me a totally different job than I thought. And then all of a sudden you were like, and you know we had mutual clients and stuff and stuff like that. But all of a sudden you’re Russell’s right hand guy and that’s where a lot of people in the Click Funnels world, no use cars for the first few years of Click Funnels. You were just, you know, in the background or the foreground of a lot of Russell’s stuff working hand in hand with him. Um, I mean, I’m sure that can be in the, and you could do an entire video series on like what you’ve learned with working with Russell, but what would you say is like the one big takeaway that you got from your time they’re being the funnel guy at Click Funnels.
Steve: 08:25 Oh Man, I’m gonna have to organize it by topic.
Tyler: 08:30 Let’s do that by topics. So let’s do it as like, what’s the big takeaway you got? And I think I know the answer from just simply like how to make, I’m going to, I’m going to lead the question.
Steve: 08:41 Sure.
Tyler: 08:41 About offers.
Steve: 08:43 Okay.
Tyler: 08:44 Because I think that’s something that I think has been to become a big thing for you is what’s the big difference? And you said it earlier in having just a website or having just something to get eyeballs on and the psychology of the coming to that website versus what your goal is. Right. So what do you structure, like how did you learn through that phase of working there? The difference of having an irresistible offer versus just putting a product up for sale?
Steve: 09:08 Sure, sure. So there’s, there’s several different, um, ideas to, to follow with this. You know, first idea is obviously, um, I was getting nervous when someone comes to me like, Hey Stephen, do you think this is going to sell? And I don’t know. I have no idea. And frankly, that person doesn’t know either. You know, I was never do this, anybody ever, but I was, my first kid was on the way, literally we were in the hospital about how, uh, you know, I have this kid and be induced and Noah Kagan at the time of this offer, you can text them before you bought with any questions. And so I was texting him like, my wife was not in labor yet. We were just there, the waiting game, but don’t do that. I’m texting Nyla and I’m like, hey dude, I got the sweet idea and I’ve, I’ve talked to a bunch of people, they all said they really like it.
Steve: 09:50 What do you think? And he goes, I don’t know. I don’t care. I was like, wait, what do you mean you think it’s a good idea? He’s like, who, dude, I care what people think by what they give me money. They vote with their wallets, man, I don’t care. And I was like, what? And I had never thought about that at that time. And um, so number one, like it, it doesn’t matter what your opinions are. And I think that’s what a lot of entrepreneurs will get stuck up on and they’re like, oh my gosh, like I don’t know that I liked this offer. Well you don’t feel your own wallet, so who cares what you think, you know, it was like, so there’s this balance though between selling what people are buying and selling something that’s slightly on the cutting edge. You know…
Tyler: 10:27 You have to during there something that you’re actually excited about, right? Like, I mean, I guess obviously you can sell it. I’ve sold plenty of products on ecommerce that like, whatever, I didn’t even exist in the machine. It’s just a product, especially if you’re the face of a company, it’s gotta be something you believe in. So there’s kind of that balance of an offer. You believe in something that people want and like making it unique and new and something kind of, yeah, I think you always talk about blue ocean strategy type stuff, right?
Steve: 10:54 Yeah. Yeah, totally. And like, if you can’t, if you don’t totally love the product that you know people are buying, well then at least fall in love with a cause that you have, you know, are falling off. You know? Um, so it brings in this interesting conundrum though, you know, if I go out and I just figured out what people are buying and just sell that, I will be like everybody else and eventually only compete on price. But if I turn around and I say, okay, what are people are buying now? And it’s Kinda like, you know, Dorothy and the yellow brick road, you know, we follow the yellow brick road as far as it’s gone down that market path and then we’d make a new brick rather than the same, you know, that it’s, it’s more, it’s more of that. It’s like, um, you know, a right Henry Ford, right?
Steve: 11:32 Totally key. Uh, a coin for saying, you know, if I just listen to everyone else, I would have made a faster horse. He’s still delivering the result they want, but he’s switching up literally in this case, the vehicle to get there and does, that’s kind of a combo between the two. So when you’re, when you’re selling stuff, you know, we, we’ve talked about office all the time, like in my mind, like the part doesn’t have to be the first part, but half of it, it should be, right. The stuff that’s slightly the genius of the entrepreneurial of the stuff, that’s a way, and that might be way out there. The stuff that’s new and exciting, but it’s also this blend of selling what others are buying at the same time. And if you go too far out, suddenly no one’s able to actually consume the thing.
Steve: 12:11 It’s too disruptive. You know, it’s like, what’s like, how many of us use excel for all the features that has no, like add, subtract, you know, divides out. You know, if that’s it, but it can do so much more, you know, so, but if it didn’t do those things, no one to know what to do with it. Right. It’s a blend between the two. And I think one of the reasons people get so stuck in this game is they’ll go around and it’d be like, you know, I’ve got this amazing idea. No one’s ever done it before. It’s like, Hey, that’s scary. And then be though, like one of my favorite books is, um, uh, it’s the innovator’s dilemma, which basically says like, if a market doesn’t exist, you can’t analyze it. You know, if you’ve got the sweet idea and no one’s done anything like it ever, it’s actually really nerve wracking. If you go and you start pursuing it, like you’ll actually go and create something out of the own blueprint that you see in your own head, how that should be made. It, you should make that first cutting edge product with the customer. And I feel like that’s a, anyway, cool.
Tyler: 13:15 It was a 2010, uh, on this radio show back when I was on NBC instead of ABC. Um, I was reading blue ocean strategy for school. We were kind of having a conversation about this topic and I, and I came up with the term pink ocean strategy.
Steve: 13:30 Interesting.
Tyler: 13:30 Cause I’m a little like for me, total blue ocean that that like true innovative space is scary because there’s no like not only is it not read with other competitors, it’s not green, but people spending money.
Steve: 13:44 Right? Right.
Tyler: 13:45 If you just get outside of the fringe of the sharks, right? Like where it’s deep red and you go into that pink area where there’s some stuff happening, there’s some opportunity, but there’s still room for innovation and you can use the data from the market to innovate. That’s where I try to create stuff. Isn’t that like, I think you can create a new opportunity or an opportunity stack or a switch or whatever and you can do that in the areas where you know that there’s market demand, right? But you have to come up with something new and come up with that new like what’s, what’s the unique opportunity? What do you think of that? Am I good? Am I on point?
Steve: 14:20 Yeah, totally. Yeah. Like I’ve never thought of combining natural colors. That’s kind of cool. But yeah, it’s like you sell, this is how we teach a lot of people to do it as well. Like when you’re going out and actually sell on the first product, the first version of it, like you should look at it like it is a broken thing always and not fall in love with it and you make the first version with the customer. Then you come back and he’d break and rebuild it and you iterate and iterate and iterate and it’s a finance at the spot where it’s like, man, literally the market made that product for me. I wouldn’t have not thought to do it in that way without their input and like
Tyler: 14:56 Absolutely.
Steve: 14:57 So much more safe to do it that way. So you’ve become a really good at all this Click Funnel stuff. Right now there’s the technical side of Click Funnels, which I think is, is good. And, and the team over at Click Funnels and the great job of building a good system that the average person can get in there and build stuff. Right. Cool. But i, you and I probably see this all, I see it all the time and I know that you see a 10 times more than me. People ask like, which funnel should I use for this? Or which should I like someone? Does anyone have a real estate funnel I can use? And I’m like, you’re missing the whole point of this system. You can model what works and write funnel hack. But in the end you’ve got to look at what is the offer that you’re trying to do with, like what does that, so what’s your advice to people who make that what I feel like kind of miss the misunderstanding of how the funnel system works?
Steve: 15:50 Sure, sure. Um, I heard it said once one time that the offer should choose the funnel. It’s kind of like out of like, it’s like Harry Potter, you know, it was the wizard area. It’s kind of like that. Right? But uh, um, it’s interesting. We were just talking about this as you know, as a Click Funnels HQ yesterday we were chatting about this very thing. It’s an interesting conundrum that we, that you go through, cause it’s not like you think of the three things that I, I believe make up a funnel, got a sales message, which in my mind it’s like the most important piece. People skip by it. They’re like, what’s the offer? What am I going to sell? And then it’s some scary crap when he turned around and you realize, wait, I don’t have any clue how itself and really should be the other way around.
Steve: 16:34 It’s still first I go obsessed crazy hard over the actual sales message and when, and then when wallets are flying through the air, they want whatever I’m talking about so badly, I that’s actually want to go create the offer I was talking about. I used to do it the other way around. I’ve wasted tons of time that way. Firstly, what sales message gets people off their butts. You know, humans are lazy. You know, what do I normally, humans are lazy. So how do I get them up off the ground while you know money in there. They’re so excited, they’re pumped. Then I’m creating the first version of the product with them. Then I obsessed over all the little funnel stuff like cause cause you’re right, it’s totally, from a technical standpoint it’s really not that challenging anymore at all. It’s usually a marketing issue.
Tyler: 17:19 What you just, you just basically we said sales message. Well I want to dive into what you define as sales message cause I think that’s really important for people to get as a takeaway from today. Um, and then offer offer and what that product is, right, the product and what makes that product unique in the marketplace. And then funnel stuff. And I think the general trend is that people are trying to do that in inverse order. They’re trying to build a funnel and then they’re adding a product and then they’re trying to go edit somebody else’s copy. Right? So like let’s break that down. Like is what is a sales message? Help us to like define that for the listeners.
Steve: 17:53 Sure, sure. Um, so the first thing is like understanding that there’s a huge difference between sales and marketing. And when I, when I understood that difference in my wallet got a lot fatter and I had been treating all engagement like a sales engagement rather than a marketing engagement until I understood that. And I like Joe Polish talks about this, he says write a sales is what happens face to face. But marketing is how you get them to your face. And I feel like so much has done, you know what’s cool is that you know, the better you are at the marketing, obviously the less amazing you’d have to be at a as a sales closer. So when I talk about sales message, it’s kind of this combo between marketing and sales at the same time.
Steve: 18:33 So marketing, let’s talk about, you know, for marketing, what is marketing? Marketing is the act of changing someone’s belief. That’s really what it is at the essence of it. If I can understand what someone currently believes, tell them some stories in my message that changed their beliefs and the way that they see the world. I have effectively marketed to that person. I’ve educated them with the intent to purchase. And that’s really what marketing is. The sale is just all the logical reasons why they should purchase. Now I was like, hey, it’s half off right now. The cat and the timer’s about to go down. You know.
Tyler: 19:05 It’s by scarcity, risk reversal. All those mechanisms of sales that we’ve learned have worked over time. Right. And those are kind of like scientific, like there’s a lot of data on that. Yeah. But the, the marketing and the beliefs shift that is a little bit more of a fluid thing that you have to kind of work out. Right. And figure out based on, and so I think, I don’t know if there’s a better example of marketing storytelling than Russell Bunsen. I think, I mean these remarkable. So t tell us a little bit about how important it is to be able to tell stories too, like you said, to change the belief and the stories that lead to change. Not only maybe give us an example of that.
Steve: 19:48 Sure. I think that storytelling is behind offer creation. Like the, the most important thing you could ever learn the entire life. The problem is that if I say that people think of like goodnight moon and it’s not sexy. And so like storytelling, there was no other higher leverage activity. I believe that you go learn. It doesn’t matter what the tech is for whatever, wherever you are, it doesn’t matter like the good to tell story because what you’re doing is the story is what changes a beliefs. We all have these beliefs inside of our head. I don’t know how you could actually really learn what marketing is about learning more about the brain. We all have these beliefs and the blueprint by which we see the world and it is upheld by our past experiences. I have learned that I should not put my hand, you know, in a, uh, you know, in, in a pawn of Paranas because there was a story once I heard a guy that did that and just ripped his hand apart. Right. You know what I mean? Like whatever it is, we are so story-driven at a human level. If we can understand the, that the, that the majority of the customer is experienced in their life, I can start from where that story ended and tell a new story and we’re finally in their head, they’re like, wait a second. Oh, caused this epiphany. That’s actually not true. If I put my hand in water that doesn’t have problems, it, I’m not going to, you know what I mean? Like whatever it is.
Tyler: 21:05 So that’s good. That’s good.
Steve: 21:06 Yeah. Yeah.
Tyler: 21:07 We can look down like over the ages. Right. And you can almost do like look through, uh, you know, sociology and be in realize that like all cultures have used stories to teach principles.
Steve: 21:18 Yeah.
Tyler: 21:18 Like religions are storytelling driven like terrible about this. Here’s a story about this. And then there’s always an, what’s the moral of the story, right. And, um, and then you look at TV shows and entertainment and these are all storytelling mechanisms trying to get you to have a certain feeling or invoke certain emotions. Um, and then we get into like normal human everyday interaction. And most of us suck at telling stories, but that’s how we learn. Right. And so what a, if there was one thing you think you could say to someone like, Hey, it, to get better at storytelling, you do this, what would that be?
Steve: 21:52 Honestly, um, um, I like the epiphany bridge script. That’s a great script to learn. But like, I think people get too afraid to be vulnerable in their story.
Tyler: 22:04 Sure.
Steve: 22:05 When really like that’s the thing that actually gets people to connect with you in the first place, you know?
Tyler: 22:09 And here, here’s my challenge with that and I’m going to like full transparency, me being a little bit vulnerable, right? We here, uh, very similar, uh, journey being shared at things like funnel hacking or in, in, in marketing and in business in general where it’s, I was broke. I tried all these things and failed.
Steve: 22:28 Yeah.
Tyler: 22:29 We heard one earlier today. Then I found this and that, and then all of a sudden things started working and I’m now, I’m not broke anymore. Now I’m not sleeping on the couch or, and now we eat three meals a day and they’re all right.
Tyler: 22:41 Yeah. So that, you know that story. You’ve lived it. I’ve lived it too. Okay. But we also hear it a lot. Here’s the challenge when you’re not to the point yet where you’re on the other side of the journey, it’s hard. I think it’s hard to be vulnerable where you’re like, I’m still struggling. I’m still struggling with ramen. Right. So you’ve got to, you see what I’m saying? So this, this fits the civically into, uh, education or business education or marketing skills or those kinds of products. But like those stories being told in ways that are more around other products or other services maybe. Do you have any examples of that? Like…
Steve: 23:19 100%. So I get asked that a lot on stage. So it, because they’re like, wait, I’m not where I want to be. Here’s the thing is like if you had never heard of Tony Robbins and he just barely sees it, all these success stories still and he just barely started publishing right now, would you believe him as easily, right? No. What’s funny is that when you think about like, um, uh, right in the movie, “Catch Me if You Can” write, it gets me if you can. And he says, you know, how did he get one chapter ahead? Right. I was the only one chapter. You know what’s funny is that if you wait until you are a thing, it’s harder for people to believe you. Along the way, there was a, I started publishing on my podcast. I did not want to write because I didn’t want to learn how to talk. I don’t want to know how to tell stories as a storyteller and or anything like that. It’s the same exact objection. And, and, um, after I’d been doing it for a while, I sat down next to Russell and day for work and I, you know, and I knew I had done a great episode that this, you know, that morning. And, um, I sat down and I go, dude, I was listening to one of my episodes, uh, one of my earlier ones.
Steve: 24:21 And I was like, dude, you’re right. For whatever reason, run episode 30, I found my voice. I don’t know how to teach that except with someone just doing it. And I was like, I listened to like episode one, two, and three, dude, I’m going to go delete those. Those were crap, man. Are you kidding me? And he looks, he’s not like a confrontational dude, right? And so he looks at me and he’s, he’s working at his computer and he goes, no, super loud. He’s like, don’t you dare do that. And he goes, right? He goes, that’s how people know you are human ones. And I was like, oh, interesting. Like I usually don’t get the kind of reaction out of it. So Ford, because …
Tyler: 24:58 I love that.
Steve: 24:59 Yeah. Without the comparison. And so what the trick is is that if an entrepreneur can understand that when they can learn to publish in the bottom and bring an audience with them, it’s like, I know that’s one of the reasons why my audience has been like just really fast to me because what instead of the storyline being, look what I’ve done, it’s, here’s what I’m going to do. And you say, look, here’s what I did this and I tried, I’m going to call my shot and they come with you, I’m going to call my shot. And they come with you. And after a certain amount of time, it’s crazy the loyalty that builds. Um, so most of my stuff now that I’ve put out is what that storyline, you know, I’ve left this, I’m going to do this and I’m calling my shot, I’m going to go build this following me in my journey and I just document the journey.
Tyler: 25:42 Yeah. And so… and you know what, like a lot of people, I’ve got a couple of different ways I want to handle that conversation cause I didn’t get super important. Yeah. I really, really like the early days of marketing and marketing in your car. Yeah. Right. Like the, like when, when Russell did that, like whatever the hundred episode podcast, the MP3 player or whatever it was, right. Which is super awesome. Yeah. Going backwards in time to go through the journey of how he built Click Funnels. Yeah. He is so amazing. I think everyone should go do it, right. Because now Click Funnels is huge and it’s really hard for a starting guide to connect with somebody at that level, at the same human experience. Right. It’s just human nature. And that’s why like, you know, he did a brilliant thing like creating you guys as like this Dream Team of people that are slightly more accept access, the more human you, you’re all still superstars and Avengers.
Tyler: 26:42 But like, yeah, friends, Russell. Yeah. I totally get it. And so, um, I totally agree with you and I think that that’s vulnerable means just being honest in your current position. And it doesn’t mean you’ve got to like always be a sob story, but you can just be like, guys, this is what I’m building towards. And then when you hit the success stories, then you share a different version. That story can evolve. And what I always tell people is, you know, if you’re just getting started, don’t worry about how good it is because no one’s listening. Yeah. And so you’re going to, it’s going to take you time to build it up like that. Your first five or six listeners are probably friends and family anyways. They’re going to love it, right? And then as it grows and as it expands and as it becomes something more, then like your audience grows.
Tyler: 27:24 Like… like I just had a memory pop up on Facebook. Right? From eight years ago, where Garrett J. White commented congrats on the birth of my son, on Facebook. And I was like, “Dude, I knew him before.” And then I went into my emails, and I realized like, I knew him right when he was starting Warrior before it became Wakeup Warrior.
Steve: 27:44 Right.
Tyler: 27:45 And like, we had like had conversations because we had gone through the real estate crash together. And… and then I’m like looking at him now and I’m like, “Dude, if that guy hadn’t been willing to just iterate his story over, and over, and over, and over, he’d never be where he was now, you know, where he is today. And so, it’s crazy. Like, but at the beginning, you know the audience is small, and your story’s different, but evolved. My BizNinja’s out there in radio, YouTube, Facebookland, wherever you’re tuning in, it’s your turn to go out and do something.
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