I just came back from the Traffic Secrets event in Phoenix and want to share some key takeaways for your business.
Hey everyone, hope you’re doing amazing. I just got back from Phoenix, Arizona. I’ve been there for the last four days. I was at Russell Brunson’s Traffic Secrets event. For those of you who don’t know, Russell Brunson runs the famous coaching program, Two Comma Club X. I’m one of his head coaches and I went out to Phoenix to listen to him talk for two days all about traffic and if you run an online business, you know that traffic is life. Traffic is like oxygen for your business. So I was there with the express purpose of taking notes on all of his talks because these talks are going to become the outline and the content for his new book, which is coming out late next year in 2019.
So I thought what I would do today is give you a few of the nuggets and the quotables that I got sitting there, paying attention, taking pages and pages of notes because I will be ghostwriting this book, helping him get it out to the world. And I thought you guys probably want to know some of the cool things I learned.
Alright, so I’m going to give you just a few because there are so many. It was very hard to narrow down what to talk about today on the podcast, but these are the things that really hit me in a new way.
I work with Russell Brunson every single day. I have been in online business for a long time. I have my own customers. I know traffic, I understand how to move people through funnels, and yet there was something about this particular event that really brought back the fundamentals for me.
And the biggest fundamental is that traffic is just people. I think whenever marketers start talking about things like ads and lead flow, traffic, we get all this technobabble, right? And it’s a shame because traffic isn’t really an elusive graph. It’s not a pie chart. It’s not click-through rates or earnings per click.
Traffic is people, human beings.
So if you want to learn how to master the game of traffic, you have to master people. That’s it. Because when you can understand people and you can understand how they behave, how they congregate, how they buy, then you can master the traffic game.
Another thing that I learned that you know I’ve known but it was simplified for me, was that there are two types of traffic behavior. There is search and interruption.
One is based on need and one is based on desire.
It’s hard for me to keep this short for you, but search traffic are people who are searching, right? So like if you’re on Amazon or if you’re using Google or Pinterest or YouTube, people are searching based on need. They know they need something. Either they need a solution or they need to figure out what the solution is to their problem, but it’s driven by need.
Search-based traffic has its advantages because people are usually hot to buy. They’re ready for an answer. The downside is that search-based traffic typically will compete on price.
The second type of traffic is the interruption and that this is based on desire. In order to really master interruption marketing, what you have to understand is where are these people just hanging out? Right?
We call them scrollers, they’re on Facebook, they’re on Instagram, we’re going to interrupt them with our marketing and we’re going to pull them into our funnel. But in this case, it’s not really pulled by need. It’s pulled by desire.
I thought that was just a super simple way to understand the difference between a traffic strategy on YouTube where people are going to be searching for an answer versus a traffic strategy on Facebook where they’re going to be scrolling in a hangout situation and you need to interrupt them and woo them through desire.
Next, Russell talks a ton about the Dream 100. And if you don’t know what the Dream 100 is, unfortunately in internet circles it’s kind of been watered down a little bit by saying, “oh well the Dream 100 is just a list of 100 people that are big influencers that you want to attract. And so you mail them things in the mail and hopes that they’ll become friends with you and maybe help you leverage their business.
That’s like one percent of the Dream 100. At this event, we really used the Dream 100 as kind of the foundation of every traffic strategy paid and organic. That was kind of an Aha.
So the Dream 100 is really a list of a hundred congregations of humans that are already gathered in one spot under a particular influencer. I’m going to say that again.
The Dream 100 is a list of a hundred congregations of humans that are already gathered in one place under a particular influencer.
So this could be under in a group, on a page, and a podcast. We’re looking for the influencer that has created a congregation of humans and has them in one spot.
That’s it, and that becomes the foundation of your entire traffic strategy. Because if you’re going to run paid ads, you want to run it to that congregation of humans, right? You want to run ads to Tony Robbins followers or to Russell Brunson’s followers. If it’s an organic strategy, you’re going to want to hang out and invest your time and your posts and your platform to attract those people.
I guess that kind of leads into my next point, which is, you know, your owner show your own platform, your own social media presence is the best way to test your material because every offer that you have that you want to sell is going to have multiple stories that you will use to sell it.
And every story has multiple hooks. And I was like, oh my gosh, that’s so true. Every offer has multiple stories and every story has multiple hooks.
Just like a comedian who tests his jokes over and over before finding the best ones. How are you going to know which story or which hook resonates with the congregation that you’re speaking to at that time?
So if I’m selling something like let’s say Create Your Laptop Life, my membership community, if I’m selling that and I go to an influencer who has a big group of virtual assistants, I’m going to tell a story about being a virtual assistant that’s going to resonate with them, that’s going to pull them in differently than if I’m speaking on the Funnel Hacking Live stage and I’m speaking to all of the funnel builders who want to have a laptop life. It’s totally a different story based on the congregation. So you need your own show and platform to really be able to test that material.
The next thing that I thought was amazing was Russell was talking about how in when you retarget, right? When you follow up with people, these are people who get into your funnel and then for whatever reason fall out. So retargeting through ads, retargeting through email, any kind of retargeting traffic campaigns, should hit three hot spots in the prospect, the emotional close, the logical close and scarcity and urgency.
So when you’re creating an ad campaign for your funnel, do you have a retargeting ad that hits that emotional close? Is it a case study or a testimonial? Do you have an ad that’s a logical close, which is with evidence or stats or reasoning to help you know, kind of support the decision to buy and do you have urgency and scarcity, some sort of ad that has doors closing. You really need to hit all three points for an effective retargeting strategy when people fall out of your funnel.
Lastly, what someone sees or feels before they get to your funnel is as important as the funnel itself. So the content that you put out on social media, whether it’s an organic post or a paid ad, doesn’t matter. It is the frame under which someone buys.
I know that sounds kind of nebulous, but if I give you an example, when you introduce a friend, right? Hey, this is my friend Amy and Amy saved my life and Amy took care of my kids when I was sick and, and Amy was there for me in all these ups and down moments. You’re going to like Amy because of how I framed her versus if I said, hey, here’s Amy. She stole all my money and had an affair with my husband, right?
Now you’re going to hate her. So the frame matters. Everything you put out into the world on social media creates a frame and it determines whether or not the prospect is going to buy once they get to the page.
So if you have ads and people aren’t buying but they’re clicking, there’s obviously something about the ad that’s resonating, but it’s not framing the sale correctly so that when they get to the page, they fall off. Now of course, what’s on the page matters too, but I think people forget framing a lot when they’re doing traffic strategies.
That’s just like three or four nuggets of days and days. I’m throwing out a little tease here that Traffic Secrets is coming probably not till September of 2019, so you have a little ways to go.
However it is going to be an amazing book because it’s not just the technobabble, it’s not just about what are the latest and greatest tactics because at the end of the day, tactics change every five minutes and you know if you are on Facebook or Instagram, things get updated constantly. Zuckerberg decides he’s going to change the algorithm or he doesn’t like a certain type of business and it’s over.
So it’s important to remember that traffic is people that you can find congregations of people through the Dream 100 and create an entire paid and organic traffic strategy around that one concept that will immunize you from all of the ups and downs of algorithms and fickle social media and new platforms that come and go. So I hope that was helpful for you guys. Have an amazing day and I appreciate you and I’ll talk to you soon.
If you’re ready to create, grow, scale your online business, you can go to createyourlaptoplife.com/podcast and get a free plan on how you can get started today.