SFR 93: Creating and Repurposing Content...

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Here's the Pattern I've Noticed 'the Greats' Following...

What's going on everyone. This is Steve Larsen, and you're listening to Sales Funnel Radio.

Announcer: Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business, using today's best internet sales funnels. And now, here's your host, Steve Larsen.

Steve Larsen: Hey, you guys, super excited for this episode here. I've got somewhat of a treat here. This is a little bit different. One of my buddies, Ben Willson, totally the man, been friends forever with him, actually made my first dollar online with him, while I was in college. He's the man. Anyway, he and I chat all the time, super good friends, and he had a question about content creation strategies and how to go about doing it in a way where it doesn't suck up your entire life. What I wanted to do is drop in a Vox conversation that we had about that very topic.

So what I'm going to do is I'm actually ... I have the Voxers right here, and I'm just going to drop them in right here, so you guys can hear them. It is a little bit long, but I think the strategies that I say in here should connect a lot of dots for people and help people understand more about how we can produce so much content in such a little amount of time. This is literally how I am doing it. There's more of this that I'm implementing personally, as well, my own processes.

Honestly, when you start looking at about how all the gurus actually create so much stuff, most of them are doing variations of this, if not this exact same thing. So let me go ahead and go over to the episode here, and please let me know if you enjoyed this, and give a shout out to Ben Willson for asking the question and sucking this information out of me, because sometimes I don't realize some of the things I'm doing. I'm just doing them. You know what I mean? So this was helpful.

Ben Wilson: What am I doing? What am I doing? How should I say this. I spent eight months creating my first info product before I ever sold any of it. You know that I mean? Eight months, and it sucked, and I thought I was doing it the right way, but it was the total wrong way, because I still had not hung around Russell to realize what he actually was doing. Now, though, I know exactly how he does it, which is awesome.

The way he pumps out so many freaking products ... because he has a hold. I mean, granted he's got a graphics guy. He's got a video guy. He's got a Facebook guy. He's got this. He's got this, whatever, but he's still the main creative, you know? He is. He's still the main innovator of products there.

What I've noticed, watching him, is that ... so I spent eight months creating that first product, and no one bought it for months after it was done. Instead, and this is the scariest thing on the planet, but it is ... How should I say this? Dude, he sells stuff before he ever, ever starts creating it, and it's the way he rolls it out, and he pre-frames it with everybody, so they know that it's not ready.

He says, "Hey, look," two weeks from the time that it starts ... I'm sure that, I've talked about this on my podcast before, so you're probably like... That's how, though, like "Hey, it starts in two weeks. Part of the early bird pricing is we're going to give a little price drop as a thank you. It's $9.97 to join."

Then one week out, "Hey, it's one week away, $9.97 to join, early bird pricing." Then on the actual day, "Hey, guess what? It's actually, opened today, but we're still accepting the early bird pricing deal," right? Then a week after you've opened the cart. "Hey, good news. You guys don't have to wait like everyone else did. You can get started right now, for just $9.97."

Same thing two weeks in. "You don't need to start. There's already two modules that are already done in there for you." But really, what you're doing is, so that's the surface level that everybody sees but what you're actually doing and this is how I build Secrets Masterclass what you're actually doing is you put an ask campaign onto every single module, so you know at least what the models are gonna be but they're not created yet.

So on every single module you have an ask campaign. So let's say the first module was about how to drive Facebook ads and module number two is about how to talk to people on the phone, I don't know I'm just making stuff up. Let's say module number three is about whatever. You would go and you would say, "Okay, I'm so excited for this module with you guys." Sorry, "So excited for this module with you guys." Module number one's going to be all about Facebook ads just so I make sure I've got the content correctly, addressing your needs. What is your number one question or challenge about Facebook ads right now?

And they're, when they go through and answer it they're giving the freaking content that they're asking you to create. It's funny because I usually go way past what they're expecting, way overboard. I have totally done that on this [inaudible 00:05:17] products thing. 100%, you know what I mean? Because I'm building stuff that they didn't even know existed, which is fine 'cause I'm going to use it in other areas, but I won't probably sell it like this in the future. Anyway, so that's one way as far as rolling out courses and you probably, I mean you probably know that, I'm sure.

Here's another way, I'm just going off the top of my head, like here's several ways of repurposing content like an absolute beast. So we'll have, do you know the difference between, this is also one of the major keys, it's the difference between an opportunity switch and an opportunity stack. If you, I know you've read "Extra Secrets" but, when it's an opportunity stack, those are way easier than opportunity switches, with an opportunity stack and we're just doing like one off sales when they're, "Hey we should sell this," but it's not like a continuity, it's not like easily continuity based thing like, Funnel Immersion, do you remember that?
I don't know if you ever saw that but Funnel Immersion was like the back archives of all the treatings he had done for his inner circle. So like 300 bucks. It was amazing.

And on day two it was like $400 for the same content. On the third day it was $500 for the exact same content because on the fourth day it closed out and you still can't buy it. If you go to Funnelimmersion.com you still can't buy it but what it did is it let us create a product. Sorry. It let us create a product and get paid for the creation of the product. Okay he doesn't like to create content without getting paid for it.

So he always sells it first and then he goes out and he creates the content second. So it's the same kind of thing so all he did was he had these pre-created things and all I did was I aggregated them and we sold it, it made 300 grand in like three days it was ridiculous and we closed it out but now what we know is that that offers awesome. So it becomes a very easy upsell in other funnels. So, I can't remember which funnels I'm part of right now, but you can't buy it on the open web, which is awesome because it's let us say in the pitch now, on the first OTO, "Hey this is literally not available on the internet."

You know the back archives of X, Y, and Z is $300 and we know it converts well because it sold so well so he'll take these one off products and make them the upsells inside other funnels where it makes sense to have that thing. And I'm trying to think what other ninja strategies or content tips.

The repurposing thing that is totally, I'm sure that's kind of self, I'm sure you've done that before too. That's why I like [inaudible 00:08:20] so freaking much, oh my gosh, I just create one podcast episode and it blasts all over the place on youtube and video platforms and also, tons of social medias and the blog and, it just gets repurposed like a beast.

It's kind of cool because if you can get your own content strategy down it lets you feel to the rest of the world your like, a hundred guys. When your just like one or two.

Here's another cool strategy that I'm actually gonna start implementing it, especially as I go solo. Dude, I know you've noticed content creation takes for freaking ever and it's a huge pain in the butt so I'm gonna start doing what I've seen a lot of other inner circle people do and actually I've actually already been doing it to a smaller degree. And that is a lot of these guys will bash their content in a serious way. Sorry, dude I'm yawning like crazy, I gotta go to sleep soon. [inaudible 00:09:24]at like 2 AM I gotta go to bed now but anyways so what they'll do is this. They will find themselves a graphics guy and like a general social media manager person. Kay, and what they do is and this is what [John Lee Dumas 00:09:44] does, JLD, entrepreneur on fire, I got to listen to him, got to talk with him, he's a cool guy.

They will schedule all of their interviews for their podcasts for all of their content creation or every video they're gonna shoot for that, for the next while, you know, three months even and his team gets it transcribed, takes a picture from it to turn it into a meme, they turn it into a podcast, they turn it into a blog post, into an Instagram thing.

Anyway they repurpose it into every platform that you can even conceive in a week's time. So first of all it gets passed to this person and they create a meme out of it. And then they hand it off to the next person and they get the next one and they create it out of the meme out of that one and they hand it off to the next person and this next person what they do is, and this is these ridiculous content generating machines that they put together. Yeah, they don't have to spend all the time creating all this stuff. They spend several days at the beginning of each month.

John Lee Dumas, I know he does, he told us that he does his interviews the first two days of every month. So they'll only be one hour interviews but they'll be back to back to back to back. He's like they're killer days. They're good days but they're killer. He's like, "I'm totally rocked by the end of it, but then I hand it off to my team they do the editing, then they put it all together, and then they drip it out. Every single day for the next ever." I mean he podcasts literally every day that's like JLD's thing but that's how though, that's how he does it.
Stu McLaren, for his membership sites. Dude that dude makes $627,000,000 a year on membership sites that he only actually spends two weeks a year creating. Most people don't know that. Isn't that crazy?

So what he does is his membership sites are heavily based on interviewing experts and each month they get a new expert interview, they get a blog post, they get a behind the scenes thing. A lot of cool stuff and the persons paying them $27 a month or something like that and it could be about recipes. Whatever. What he does is he'll fly in twelve different experts and he interviews them all in a single day and he creates all the content and all the models, all the courses, everything over the next week or two and then it's constantly, it's dripped out, so it's evergreen for each person that comes in and he's set for literally a full freaking year and ... it's behind the scenes of all these guys doing all their content in course generating that has been, it really opened my eyes.

To think through, like so I'm gonna start doing that because I got a business to freaking run man. But I got to talk to my audience. I try to podcast at least twice a week that's what I want to do though. Dude publishing has changed my life for that one so I can't not publish.

Ben Wilson: Not publishing feels like I'm taking away future of thousands of thousands of dollar per day for my self. Because if I publish and I just make a-

Steve Larsen: I'll text her to...

Ben Wilson: A following out of it like, I think publishing is as powerful of a skill as... because if you can get publishing down, dude some of the worst YouTubers out there have no idea what they're doing at all but they have these gigantic followings. They don't know how to build funnels, they have no idea how to monetize anything, but they get these massive, massive followings, really, really quickly because they figured out how to publish and be an attractive character and tell stories, which is mostly what it is, it's just story telling. And ... anyway that's seriously what that is though.

But that's what I've, anyways that's what I've learned.
Here's another cool little tidbit, when these guys go and create courses, so they'll go, they'll go usually whatever easiest to create the actual content that's the medium that they'll go for so like, I do podcasting cause it's really freakin' easy for me to repurpose that stuff and... and turns it into a video for me as it's getting publish, which is awesome so I don't have to make a video.

So Russel will film an entire module or even an entire course in a single sitting sometimes. He's got so much backlogged content that he doesn't totally need to do that anymore so well I'll just take and pick and grab different things and repurpose from other courses and, you know what I mean like, I do that all the time. That's what Secrets Masterclass is. And then we filmed a single intro video for each module in just a single shot but what these guys will do though for their courses, they call it thud factor.

Okay thud factor is if you were to take a book and drop it on a table from a foot high, like what kind of thud does it get so this is an actual thing called thud factor. I think this comes from Danny Kennedy or something like that. But what they do is this, is when they go and create these courses that put things together, it's the same reason ... Anyway let me tell you the thing and then tell you how I'm doing it. Cause I totally have been, which is awesome.

But what they'll do is, they'll go film the whole course, they'll take that, they'll get it transcribed and turn it into a workbook, or a news letter or transcriptions, they'll take the videos, they'll put it into a member's area but they'll also take the videos and put 'em into, they'll put it into 12 thumb drives, it could easily fit on one thumb drive but that takes away thud factor. Kay, in the workbook it would make fiscal sense to print double-sided. They don't. They print single-sided because it's thicker and you have more thud factor.

So when you get these boxed sets from these people. You open it up and we all consume content in different ways. I never read blogs, I'm shocked when people read mine, I know it's good to have so I do it. Right? Cause there are people that will read it so someone will each out and say, "Hey, I was reading your blog," and I was like, "Wow I forgot I had one." It's all part of the system I put up. And, "This sounds awesome, X, Y, and Z," but like they've never heard my podcast. They're just reading transcriptions from it.

Anyways it's fascinating stuff. Russel has all these box sets, all over his book shelves and what they are is their swipe files to him, meaning it's some guy who had awesome thud factor so they went out and it's this right there's a, first there's an actual iPad that has the course pre-loaded on it or you could listen to it on your computer and there's twelve thumb drives with all the courses spread throughout there. Or if you want there's a notepad where all of it has been transcribed and you get a huge massive, three ring binder and it honestly it could have fit on a two inch three-ring binder but it looks so much better it's on a four to six inch reading binder, you know what I mean?

And so you get this box that's huge because what they're trying to create inside the person's mind is finality. If there's finality in the brain, right that gives the warm fuzzies to a buyer that they have found a solution, that they've arrived, they come home, that there's no more reason to look anymore cause I found home. So that's how they're doing that. That's just a whole bunch of different content generating strategies man, when it's all said and done it's all about batching it and especially if you're regularly publishing, it's about batching it. If you're course creating it's usually about selling it first so you know it actually sells and then creating one module at a time with them.

So that first group that comes in with you is creating a content with you so that everyone that follows up afterwards and is buying afterwards you know that its awesome content because it was basically user created, they just don't know that.

Anyways that's pretty much it though. And then they look for ways to duplicate themselves so live QnA calls are amazing, group QnA not one on one. One on one QnA calls to be sold at for a higher ticket price, higher up in the valley ladder. The group coaching QNA calls are awesome because you can record those, get them transcribed, you can give the audio, you can turn it into a video and make a youtube series out of it. You can take that and get it transcribed and put it into a monthly news letter with, "Hey this is the groups'-" dude, tons of people do that kind of stuff and I used to think it was kind of a joke honestly but it is ridiculous how powerful it is. And like there's tons of people who won't ever get on the QnA calls but they will listen to every single replay.

You know what I mean?

'Cause that's how they consume content. I don't ever read blogs, I watch youtube videos and I listen to podcasts. That's how I consume content.

I don't ever answer my phone and that's ... it's all about this concept that Russel talking long a Vox man sorry about this. I hope this is okay but it all revolves around a concept called conversation domination, I can't remember who first said that but, we wanna dominate every single channel, dominate every single conversation. Gary V taught that back in the 1950s there were like three different channels. NBC, ABC, and whatever alright there weren't that many and the reason Tony Robbins is Tony Robbins is because back when there was only three channels in the TV, he had ads on every single one of them. That's like how he blew up. Right, I mean that's why he's so big.

He dominate, I know it wasn't the 50s but 60s or 70s or something like that. That's why he's Tony Robbins because he dominated those channels and so Gary V teaches that the phone is like the TV of the 70s.

There's only three or four channels you got YouTube, there's Facebook, Periscope, you know, if anyone gets on it anymore, Instagram. Those are the channels. It's all about conversation domination so you make sure you are auto publishing to every single one of those platforms as frequently as you can because you'll dominate conversation, there's no other room for someone to even think about something else because you are literally dominating all conversation inside of it so that's why Russel publishes so freaking much. It's way more than a single person or follower or lover of ClickFunnels can ever consume and it's actually on purpose.

Anyway, I'm probably preaching to the choir on a lot of stuff. I just, I love this topic because, it's a huge deal. It's a big deal. And it blows my freaking mind when somebody does not take publishing seriously because if they actually want to have a successful business, especially in the social media world, and they're not publishing, they're kidding themselves. I kind of scoff at it honestly, it's like okay. Like cool, this is just a wish for you then, it's not a real thing yet. You know what I mean like that's why I wanna, that's the kind of attitude I have towards people when they're like, "Well I don't know that I wanna be publishing," I was like, "Well, get ready to not make money then."

You have to and anyway doesn't have to be crazy either, those are, a lot of those are extreme ways, the way I do it is I literally batch, I'll usually record three episodes at a time in my podcast of each one. I go send it, I get it all transcribed on one shot and I send it over to somebody and she turned it into a blog post and she uses this cool tool called SE Oppressor, which mimics Google algorithm so she can see how my blog will rank before we actually publish it, which is kind of cool. It fully works too, it's why Google Click Funnel my stuff starts popping up all over the place. It's totally worked. Just good, that was what I was going for.
And then I give her a schedule to release it all on.

That's kind of it. But because of... and how she's pushing it out it blasts to like 18 channels or something so. Anyway those are some long freaking Voxes man but anyway helpfully.

Steve Larsen: It's Steven holy crap you that, just pieced it together. You just straight pieced it together. So I've heard a lot of the stuff before but in snippets and in little bits and everything like that. What you just packaged in the, those two boxes, that was mind blowing ... I feel like I owe you lots of money for those two Voxes because that was nuts.

I actually, I legitimately I think I'm gonna transcribe what you just said and dude straight up, I would, you should easily just make that a podcast, I wouldn't even change it. Dude thank you for seriously taking the time to answer that question. I was literally what I was looking for and to the depth that I needed it 'cause like I said there's a lot of the information that's been said before but you connected the dots to a lot of things as to how you repurpose the contents and then how you go about creating the content and then repurposing it and dude you're a freaking rock star.

That was a lot I literally have to listen to 'em again.

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