Build Your Business Online Day 2


Steve J Larsen

After being the the Lead Funnel Builder at ClickFunnels, Steve Larsen left to start his own company. Just thirteen months later, he went on to score his own Two Comma Club Award when his business crossed $1 million. He has four podcasts which teach marketing, offer creation, and internet cashflow strategies. Steve is passionate about improving the economic confidence of entrepreneurs through Capitalism. He helps entrepreneurs design and launch wildly lucrative offers online.


  • 1


    Take this assessment to determine how much you already know and what you will be learning.

  • 2

    Class Introduction

    Steve ensures that students understand that the material learned in this course directly builds on what was learned yesterday. He also introduces the topics that students can expect to learn about in day two of this course.

  • 3

    One Funnel Away

    The instructor shares a story about a marketing strategy that PT Barnum used to unveil his “Fiji Mermaid.” Students today do not have to go to the lengths that PT Burnum did to market products, thanks to the internet and social media.

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    • 4

      Many Campaigns One Funnel

      The instructor states that we are living in the “attention age”, where being the loudest and getting attention brings more sales. He explains why that is, and how students can begin to draw attention to their product.

    • 5

      Cash Campaigns

      Steve defines what a campaign and cash campaign are. Also, he says that if students incorporate even 10% of what they are learning today into their business, they will automatically be more successful than those who don’t.

    • 6

      The Three Roles

      In this clip, students will learn about the three roles that make up a business: the CEO, the marketer and the entrepreneur. It is up to students to decide what role they would like to fill within their business.

    • 7

      Campaign Foundations

      Steve provides an overview of the things that are needed to launch a successful campaign. These foundations include: an idea of who your ideal customer is, what your marketplace is, and what proven campaigns you need to model.

    • 8

      Finding the Dream Customer

      Steve draws a diagram illustrating the process he uses to find his dream customer for Click Funnels. Students can use the same criteria that Steve uses to find their dream customer as well.

    • 9

      Funnel and Campaign Hacking

      Steve introduces the concept of funnel and campaign hacking, which is determining what marketing methods have been proven to work and attract your ideal customer and implementing that information into your own material.

    • 10

      Finding Cashable Noise

      A business is not very profitable if nobody knows it exists. Steve talks about generating noise and how to bring in customers that are also interested in what your business stands for, not just your product.

    • 11

      Social Issues and Noise

      One way to bring additional attention to your business is to align yourself with an important social issue. Steve talks about what this means to him, as well as how students can incorporate this same strategy into their own business.

    • 12

      Passion and Messaging

      It is much easier to market your business or product when you ally yourself with a societal issue. Steve also explains why regular advertisements are not as effective as most people think they are.

    • 13

      Writing Hooks

      Steve shows the class some real hooks that he has written for clients. He shares what questions he asked his clients in order to write an engaging, effective hook.

    • 14

      Dream Scenarios

      One of the easiest ways to attract your dream customer is to imagine what type of scenario they would be in when they see your product. Steve teaches the class what a dream scenario might look like, and how to use that to your advantage when marketing your product.

    • 15

      Writing Hook Exercise

      Steve wraps up this section about cashable noise by helping a student create a hook for their dream customer.

    • 16

      Launch Campaigns

      Steve tells the audience about his time leaving Click Funnels and starting his own marketing campaign. By using what is known as the “seed launch”, Steve went out on his own to create his own success using marketing strategies he has learned over the years.

    • 17

      The Anti-noise Formula

      Steve shares with the audience how he is able to keep himself centered on his goals while also not comparing himself to others.

    • 18

      A Springboard

      One of the most important parts of starting your own marketing campaign is launching it. A springboard will generate hype and customer interest before your product is even available. Steve shares some insider tips on how you can utilize a springboard for a successful launch.

    • 19

      What Stops a Launch?

      The class learns what factors most commonly stop a launch and how to reassure the customer that your product is worth their money and time investment.

    • 20

      Feedback Post Launch

      One of the most important things you can do for your campaign is to listen to feedback and modify your product accordingly. The instructor highlights certain feedback you should keep an eye on, and how to adjust your material if needed.

    • 21

      Launch Examples

      Steve brings attention to the different types of launches students can use in their own marketing and talks about the pros and cons of each, as well as how effective each one is.

    • 22

      Launch Examples II

      Steve introduces more launch examples and the success he has had with each one of them in his business, including how he uses direct mail.

    • 23

      Platform Tailoring

      Steve discusses how he tailors the same piece of content for different online platforms. For instance, a video on a YouTube channel needs to have different characteristics than a podcast. This helps make the content feel meaningful and high quality for the customer.

    • 24

      Publishing and Your Journey

      If you are new to social media and posting about your product, one of the best places to begin is to post about your journey. Steve explains how impactful this can be for customers hearing about you for the first time.

    • 25

      Campaign Calendar

      Once you launch your product, it is important to spend your time selling, not inventing more products. Steve also shows the class how they can use planning tips and tricks to stay focused on their primary goal.

    • 26

      Be Scrappy and Resourceful

      Steve tells a story about how P.T. Barnum was able to “ride the noise” and promote his business in the midst of a tragedy.

    • 27

      Free Attention and Brand Wars

      One of the ways to bring attention to your brand is to ride the coattails of category kings. Steve tells the class the best way to do that, as well as how you can engage in brand wars with other companies.

    • 28

      Launching Too Fast

      Sometimes, business owners do not promote their product very long and launch too fast before the market is aware of the product. Steve addresses those issues in this segment, where he teaches students how to properly generate noise and attention for their product launch.

    • 29

      Relationships and Afilliations

      The class will learn about how being affiliated with other businesses can be beneficial to both of you. Also, Steve answers an audience question about re-launching a product.

    • 30

      Evergreen Campaigns

      After a launch, business owners must think about how they are going to support their product with an evergreen campaign. Evergreening is usually slower paced, but generates long-term cash flow for the business.

    • 31

      When Not to Evergreen a Funnel

      Oftentimes, business owners get so excited about automating parts of their business, that they end up automating before their business or product is ready for it. Steve tells students what numbers they need to know about their business before they should even think about automating.

    • 32

      Keeping Offers Alive

      Steve educates the class about the chemicals that are released when someone purchases something, and how you can use it to your advantage as a business owner.

    • 33

      Big Fish, Little Pond

      When getting your business off the ground, one of the easiest and fastest ways to grow is to become the dominant presence in your marketplace. Steve shows the class how to do that, and when it is time to move on to a bigger “pond” in order to keep growing.

    • 34

      Evergreen Examples

      The instructor shows the class some of his examples of how he has evergreened his products and the type of maintenance they entail.

    • 35

      Value Ladder Education

      Steve ties in the concepts he has previously taught in other segments into the value ladder to show students how it all works together. Also, he gives students a short recap on the topics they have covered so far.

    • 36

      Question and Final Thoughts

      Steve wraps up the course by answering several audience questions about automation and business styles. Also, he encourages students to become an orchestrator in their business, not a jack of all trades.

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      Take this Post-Assessment to see how much you've learned and what areas you still need to work on.

  • 37


    Take this Post-Assessment to see how much you've learned and what areas you still need to work on.