hey guys Stefan here from project life
master comm in this video mis share with
you guys how to build a successful
online business and I'm gonna share with
you guys what I call the passive income
ladder of success okay
and I'm gonna draw it up for you guys on
this whiteboard and this video is gonna
be for anybody that wants to build any
online business and by the way this can
apply to virtually any type of business
out there but I'm gonna primarily gear
it towards an online business and this
is my sales funnel for my business what
I've learned and what I believe and
that's helped me have a lot of success
in my own financial life and allowed me
to scale up online and this is primarily
geared towards making passive income as
well so that's what this model is about
it's about building a passive income
online business and how you can do this
in any niche or market that you choose
to okay so I'm gonna first draw a
pyramid here and illustrate what the
ladder is okay so at the bottom here of
this pyramid is what I tend to call just
free stuff okay free stuff and there's a
really powerful concept when it comes to
business and making money online which
is just giving away stuff for free in
fact I've been pagan calls it moving the
free line and the you know some really
well-known amongst the internet
marketing community that when you give
away stuff for free to a lot of people
and a lot of people get to be exposed to
what you're about what you're content
what your information is it also
establishes you as a credibility and an
expert in your market and builds a
relationship and rapport with your
prospects customers and essentially
building a fan base and the free stuff
can basically be in the form of let's
see here let's say a blog maybe YouTube
videos or YouTube channel to be a
podcast those are the main channels that
people have we're giving away free stuff
and it's just giving away free
information okay giving away free stuff
and like I said by doing that you are
providing value to people and when you
provide value to people and they receive
that value and it makes a difference for
them in their life they start to
associate that to you so for example if
you're in the dating market and you give
a guy you do a YouTube video or a blog
post on how to approach a woman right
and you give him some little technique
or some free advice or a step by step in
a free video on how to do it the person
and he says wow this is really cool I'm
gonna go and try this he's gonna go home
and he's gonna go to his local city and
he's going to approach a girl on the
street let's say and let's say he
approaches her and she smiles and laughs
and gets a great reaction and then he
leads that conversation he's like wow
that's awesome I learned this from this
guy in a video and I went out and did it
and it worked you know it actually
worked this girl responded to me awesome
now when that person gets that result
it's gonna come back and he's gonna
associate it to who he learned that from
so he is now building more trust and
more credibility with the person that he
received that information from he's
gonna become a fan of that person he's
gonna want to come back for more he's
gonna want to know hey what else do you
have you know what you said worked thank
you
what else you share with me that can
help me now go further in my dating life
and improve net area as well so that's
the power of free information we give
away free stuff there's a lot of power
to add value to people when you add
value to people they're gonna love you
for it
and that's essentially what I've done
with my business I've done YouTube
videos blog posts now podcast just
giving away free stuff the best of the
best of what I have and as a result
people that use it and apply to their
life it comes back to me you know people
I become a follower of mine that
subscribe to me and they want to know
more of what I have great example of
this by the way is my morning ritual
video which you know a lot of people
found me from Mon if you watched it yet
but a lot of people have watched that
video you know it's a step-by-step
hour-long video they got great results
from it their life's better for it and
then they end up thanking
for that and sharing with me these
incredible stories and as a result they
you know build a relationship with me
and they want to come back from war so
the more free stuff you give and the
more valuable the free stuff is the more
goodwill that you're building up okay
the more and better relationship you
have with your list and with your
following now when it comes to free
stuff again it could be articles YouTube
podcasts I like YouTube I think it's a
very powerful channel that you can
provide more value to people rather than
just written articles but whatever you
decide to do in your business having
some sort of layer like this a
foundation is very important and one
mistake that people make is they they
kind of skip this step a building you
know the list and the following of
people and stuff and they go to the next
step which is selling a product or a
service and the problem with that when
you try to sell a product or service and
you don't have any relationship with
people or credibility or authority then
it's gonna be very challenging for you
to actually get those people to want to
buy or find out more about what you have
you're not going to have a list or
following the people that you could
actually sell something to so I always
recommend to start with this foundation
first build up a base a fan base a
subscriber list get them on an email
list or subscribe to your YouTube
channel whatever it is and then once you
have that list for that following you
now are in a position to add more value
to them okay so the next step is going
to be the front end offer
so let's say you started with this of
just adding free value to people it's
not just free stuff but it's amazing
stuff stuff that really helps people
stuff that really makes a difference to
them in their lives and they love you
for it and you've got a list of
subscribers to an email list or YouTube
channel or whatever it might be you now
want to survey those people and you want
to ask them how can I add more value to
you in your life how can I support you
even more so for example if you are in
the dating market again just as an
example and you've got a list of now a
thousand people that like your stuff and
receive value from you you then want to
send out a survey to them whether it's
just an email or you can use Survey
Monkey or wufu one of these platforms
and you send out up just a short survey
and you ask them you know how can I help
you more what would you like more from
me if I were to create a product or a
service what would you want that product
to be what are your biggest challenges
that you have with dating with meeting
women or with health or with making
money online or whatever it might be
whatever niche or market you're in what
challenges do you have what are your
goals in this area and by sending out a
survey for that they're gonna give you
back a lot of great information and one
they're gonna actually want to help you
and want to fill out the survey because
you've already provided so much free
stuff for them without even asking for
anything in return
so when you send out a survey or an
email to your list for this they're
gonna be more than happy to answer it
for you
if you have enough goodwill so they're
gonna essentially tell you what they
want they're gonna say hey you know I'd
like to know more about you know just
step by step how I can go from start to
finish from meeting a woman to getting
her phone number of getting a date you
know they want what might want more
information on that or they might say
you know my biggest challenge is I have
this anxiety to approach women you know
I've learned a lot of these great
techniques and stuff but I just have so
much fear and anxiety to walk up to that
woman and talk to her or my biggest
challenge is confidence or my challenge
is I don't know what to say you know I
can approach someone to give them a
compliment but I don't know what to
say after that or you know I might have
a conversation with a girl and it's
going really well
and then I end up walking away and I
just sabotage it and I have that feeling
of regret because I didn't get her phone
number so they're gonna tell you what
their challenges are which are gonna
give you ideas for what kind of product
you can create for them and the product
or whatever you're gonna create the
front end offer it's going to be
something to help solve whatever the
biggest challenges that they have and
yes you can offer it as free stuff but
the value of creating a product is it's
gonna be higher quality and it's going
to be organized in a way that's more
beneficial and that's what people are
really paying for when they're buying a
product when you're buying an e-book or
a video course or whatever it is all the
information out there on whatever people
want to learn is free already right all
the dating advice is free already
there's so many forums there's so many
blogs videos you can just go you know
out there on the internet and just
compile all the information out there
for free and you probably wouldn't need
the front end offer people wouldn't need
to buy a product but it takes a lot of
time to do that right and people would
much rather to spend money to buy a
course or product that teaches them step
by step that they can follow and get
results from that same thing in my
business you know I teach Kindle
publishing
how'd it published books outsource them
sell them make money from it all the
stuff that I teach in my course K money
mastery is free out there on the
internet you know you could probably
spend weeks or months though trying to
compile all that information and put it
together but you're not gonna also have
the certainty of it you're not gonna
have just a step-by-step plan that you
have confidence in that you know works
and just has simplified it too for you
to have more success you know I've got a
lot of free stuff on Kindle publishing
on my blog even you know that I share a
lot of just free stuff but again it
doesn't compare to the value of actual
course so there's always value in
selling a course or a product or some
sort of service to help people get there
faster and that's essentially what
they're buying and they're also buying
more than the product they're buying you
they're buying you because they trust
you they have a relationship with you
they'd rather learn from you rather than
just from a bunch of other people they
don't know
because again you've already provided
value to them okay now the survey is
important okay so I'm gonna write that
down
survey your list and then you're gonna
create the product now if one tenth
offer is something that isn't too
expensive okay it's typically something
to get people in the door it's something
they can probably sell less than $50 but
it does depend on the market that you're
in so if you're in the dating market or
the health market or the the muscle
training market or CrossFit or whatever
it is then the price point might be
something like seven dollars to twenty
seven dollars thirty seven dollars and
you might be signing an e-book or just
kind of like a video series or something
like that something that again that's
affordable for people and it covers a
specific area whatever their biggest
challenge or frustration is and of
course when you create this product
you're providing a ton of value
providing them a lot more value than
what they're paying for
so if somebody you know if you're
selling a product for seventeen dollars
you want to make sure that the value of
it is beyond fifty dollars or more
because then again when people receive a
lot of value from you they're gonna love
you more for that right they're gonna
want to buy more products or services or
whatever else you have to offer so you
always want to over deliver on any
product that you're selling and again it
does depend on the nature of the market
you're in you know in my case I teach
people how to make money online I can
typically sell something at a higher
price point in that market if you're
into the investing market or the real
estate market or whatever is you can
sell front end offer for a lot more
money so it does depend on the market
that you're in but again and what it has
to be something just to get them in the
door once they're in the door so again
you're selling something and if you guys
see that there but let's say seven
dollars to $50 okay it's something that
provides value it solves a problem that
they have
and then once they buy that the next
piece of this of this pyramid here is
going to be either an it's gonna be a
some sort of upsell but
I'm just gonna write upsell but it could
be an advanced training course or it
could be you know maybe some reoccurring
membership members areas some advanced
training or or it could just be the main
core product okay so I'm just gonna say
it's the core product or core offer
let's call it so the core offer is going
to be something that's in a lot more
detail and a lot more comprehensive it's
like a more in-depth training program so
let's just go back to the dating mark
and also give you guys an example for my
own business as well so you have a ton
of free stuff out there on your blog
YouTube channel on dating advice you
have a front-end offer that's maybe you
identify the biggest challenge people
have is this approach anxiety you know
they just can't get themselves to talk
to a girl so you create a front end
offer an e-book that has you know ten
tips on how to overcome approach anxiety
how to overcome that fear it's you know
just a method on how to overcome that
and you sell that for twenty seven
dollars okay once they buy that then you
create a core off or a core product that
covers the step by step from start to
finish so the core offer is going to be
your comprehensive dating program that
teaches a guy how to be confident how to
approach a woman you know all the best
pickup lines and all the you know what
do you say after that how do you build
attraction how do you build a connection
with them how do you tell stories you
know how do you touch a girl and and
escalate things to be more physical how
do you you know kiss a girl and how do
you get a phone number and get a date
okay so that's going to be the core
offer it's like this step by step
ultimate training program this is
something that you could sell for a lot
more money
of course right it's something that you
could sell for over fifty dollars maybe
fifty dollars up to two hundred dollars
right so that's providing so much more
value to them and one thing that I
learned by the way is that we live in
the hardest time in human history to get
people to part with their money for the
first time we also live in the easiest
to get people to buy stuff from us again
and again and again and that's the
importance of the front end offer if you
just had the 200 all our products you
know that's a high barrier for people to
get to to want to buy that so that's why
you get them in the door or something
inexpensive they get to experience the
value that they're that you're giving
them and they're gonna want to buy more
from you after that once they've
received great value from you on this
product once they receive a results from
it you know in my case of my business
I've got my blog I've got my youtube
channel my podcast I give away a lot of
free stuff builds up a lot of great
goodwill and then I have a front I had
multiple front end offers I have I have
Kindle books that I sell just for $2.99
inexpensive on Kindle that people can
buy people find me from Amazon and from
Kindle and they you know buy books that
I have on how to make money online or
self-development they receive value from
it and then from there they're gonna
come to my blog or are they gonna find
out about my K money mastery course of
course on Kindle publishing and how to
make money with Kindle or another
front-end that I have is my course on
how to write a book in less than 24
hours so that's a 17 dollar product that
I sell or seventeen to twenty seven
dollars and people can buy that it's an
expensive has you know it definitely
works for people gets people great
results and then once they write a book
then if they see my K money mastery
course on how to publish that book how
to make money from that book how to
market that book how to you know rank it
in Amazon how to get reviews for it and
all that kind of stuff right and that's
a sixty seven dollar product right so
again they're going through the latter
they're going through the funnel that I
have here now the next thing the next
part is another form of upsell but it's
gonna be more advanced this is gonna be
your advanced training okay so let's say
for example back to the dating market
you know you've given them the step by
step program on how to approach a woman
you know how to go from start to finish
well now you know they've getting some
good results with that and say
Stephanie now I'm getting more dates now
and getting some more phone numbers
girls are responding to me but I want to
take it to another level I want you know
the more advanced stuff I want just the
more core concepts of my inner game how
I can really just strengthened my belief
systems my confidence even more how can
I improve my state I want more stuff
from you on you know how I can you know
go you know start making it with a girl
in like a minute
you know her kid her phone number in a
minute I want to know how to have like a
threesome or something like that
or I want to you know I want to know how
I can meet a girl and then take her home
with me to have sex right all this like
advanced stuff that that you know isn't
really covered and just like the core
basic product but people want more from
that you know in my case with Kindle
publishing I've got my K money mastery
which teaches from start to finish how
to publish a book how to outsource it to
cover how to you know format the book
how to publish it how to rank it in
Amazon get reviews all sort of stuff but
then I have up here my advanced training
which is my full disclosure membership
full disclosure has concepts like how
you can build an email list from your
Kindle book how you can use affiliate
marketing from your Kindle book how do
you can create paperback versions of
that book how you can you know I've got
interviews with like advanced Kindle
publishers that are making a lot more
money and I have more in-depth stuff
that you can just really optimize your
book more make even more money from it
the more advanced concepts so that you
can scale up even more right so that's
the more advanced training now the price
point for this can be a lot higher as
well so you can either sell it for more
than two hundred dollars I'll say two
hundred dollars to say let's say five
hundred dollars again it does depend on
the market that you're in I've seen some
people sell for thousands of dollars
advanced training courses or it could
also be a reoccurring membership like a
rooster reoccurring service I like the
reoccurring model and that's actually
what I've done I've created my full
disclosure membership people pay monthly
for that and it's a lot cheaper than
just paying $500 for the whole thing but
what it is is
get access to all this content and
videos in the secured members area and
in every single month there's more
content and videos being added right now
there's over 70 videos that I have in it
there's actually more videos in the
advanced area then there is and all the
other stuff that I have so it's you know
you're they're always getting more and
more content it's a lot cheaper than
paying $500 or $1,000 upfront because
they can just consume it on a monthly
basis stay a part of it for however long
that they want cancel at any time that
they want and it's great for me as well
because again it's reoccurring income
which I love you know I just have to add
more content and then people gonna stay
on board as long as they're receiving
value from it and in my case people
receive a lot of value from it and get
incredible results for it so they're
gonna stay on board for a long time
other things you can include here could
be like a monthly newsletter
I like the membership model ievel also
even include like a Facebook group that
people can be a part of the community we
have a couple hundred members in that or
they can ask questions and get support
and share advanced concepts and all that
sort of stuff so there's a lot of great
benefits of having an upsell like that
and now the next piece as well in this
funnel can either be another upsell I
don't really like the word upsell though
but more kind of cross promotions cross
promotions let's say okay and the reason
for that is you're gonna now have
established a following a customer base
people that love your stuff they're
receiving great value from what you're
offering to them they're a fan you know
they've gone through all your different
trainings and stuff and what you're
gonna find is that in any business that
you have with your customers they're
gonna be certain needs frustrations or
challenges or problems that you as a
marketer as an end as an entrepreneur
your mission is to solve those okay
that's really what marketing is it's
solving people's problems providing
value and then receiving a profit in
exchange for the value that you're
providing for people so for example in
my case Kindle publishing there's a few
things some cross promotions that I've
been ale
do to help to further serve and help my
customer base some of them have been
software okay so for example there's
friends that I know and people out there
that have created these incredible
software's that help people identify
better anisha's and markets on Amazon
right help them promote their books
better help them get Amazon reviews for
their books and all that sort of stuff
and so when I find something like that
some sort of other products or service
I'm gonna sure that with people right
cuz that's gonna help them that's gonna
add value I want to make sure first and
foremost I've tested it I've ever seen
value benefit from it so I feel
comfortable to endorse it to them but if
it's something that's good and it can
help them make more money then of course
I'm gonna share that with them so if I
find something like that I can then
offer it to these people and said hey
guys here's a great software that this
guy created that can better help you
make more money from your Kindle books
and find better markets and niches I'm
not an expert with software and stuff so
I mean I can't create it myself but
these guys are they've done a great job
with it check it out let me know what
you think and hopefully it benefits you
guys okay so it's sharing other products
another example is maybe create I mean
you can create your own sort of software
own product that could also complement
them as well so in my case I'm creating
my own software to help people get
Amazon reviews for their Kindle books so
that could be another upsell or cross
promotion in my sales funnel also or it
could be something like you know a lot
of people that want to know how to
create children's books and I primarily
cover nonfiction books so if a lot of
people want to know about children's
books then I can find another product
that I can refer to them and recommend
them that product okay or I could create
my own have that as an upsell as well
okay another product or service I can
offer them so this is I'm going to
promise to primarily state affiliate
marketing
it's a cross-promotion or you know is
again providing another of your own
products or services you typically don't
want to have too many upsells in place
when someone first buys maybe you know
two or three or something like that but
not too much more because then people
get they don't like that and of course
it has to be complementary to one
another right people have to be able to
have success with each of them and again
receive so much value from them that's
what's going to determine whether or not
they want more from you
now the last final piece is coaching or
consulting and this is the final piece
because you don't want to spend your
time doing the coaching consulting at
the bottom which is what I see a lot of
people do and the reason is coaching
consulting is an active source of income
it's not scalable and it's not
leverageable all this other stuff is
you're creating products courses ebooks
videos all that sort of stuff
and you're leveraging yourself in some
way it's all automated it's all passive
income okay that's what this is the
passive income ladder so you want to
start focusing on this first but there
will always be a need for coaching and
consulting there's are always going to
be a certain percentage of people that
want to work with you one-on-one that
wants to meet you that want to get to
know you because they received so much
value from you and they want your help
to kind of go through this process a lot
faster you know they say there's there's
different types you know there's the
type of people that just want the manual
right and they just want the
instructions which is all this since the
courses the ebooks and all that sort of
stuff there's another type of person
that wants you to walk them through the
manual right that wants to sit down with
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