Ep 02 - Behind-The-Scenes Of Our LAUNCH DAY!

Welcome to the Traffic Secrets Podcast. Here you will learn the secrets to get tons of your dream customers, AKA traffic, to any website or funnel. It'll also help you to massively grow your fans, followers, and customers. I'm your host Russell Brunson. Now let's get started. What's up everybody? This is Russell and this is my Thanos glove. Thanos glove. I got corrected by everybody yesterday because I said Thanos. I think it's Thanos or maybe I said Thanos and it's supposed to be Thanos. I don't know. I'm very confused, but this is the glove. Alright, so those who don't know the backstory, in Avengers: Infinity War, Thanos was the bad guy, or Thanos, I apologize in advance. He's the bad guy who basically gets all the Infinity Stones into his Infinity, into the gauntlet, and then he snaps his fingers and half of the entire population disappears overnight and dies in the whole universe. And if you guys haven't been paying attention, that's what this whole book launch is about. So today, today the Traffic Secrets book comes out at 2 Eastern, which is noon Mountain time. This is going live. And you can finally get your copy of TrafficSecrets.com, ah! So depending when you're watching this, if you're watching it live, then it'll be happening soon. If you're watching this in replay, I mean, it might actually already be live. But the premise of this book is basically that traffic is changing, and right now we are in crazy times. I am literally in quarantine with my kids, as many of you are as well, and we're in this crazy time where things are happening, and, excuse me, what's actually interesting is right now, there's some economic instability, right? And right now this is happening. Like, it may not be Zuckerberg snapping his fingers, may not be Thanos snapping his fingers, but right now the economy is snapping its fingers. The coronavirus is, and tons of businesses are gonna be failing, and it's a scary, scary time. And so really the way to survive and thrive during this time is really understanding a couple things, which is how do you get people into your door? How do you serve those customers? How do you, in a way, that gets them to wanna continue to work with you because it's interesting, money hasn't disappeared, just people are scared to spend it right now. So how do you build a business in a way that gets people excited to spend money with you? And so anyway, that's kinda what this is about. So every single day I'm going live. Yesterday I went live and I read some of the introduction to Traffic Seekers book and today I'm gonna read some of chapter number 1 and tell you guys some stories. You guys in for that? Who here's interested in me reading some more out of the Traffic Seekers book that's coming soon to A Funnel Near You? So really quick, so this is the Thanos glove, right? Snaps his fingers, half the population disappears. But if you've seen Endgame, this is Iron Man's version of the glove. When he comes back through, he snaps his fingers and the other side of the world, or then Thanos and his bad guys disappear. His finger's stuck, hold on. The bad guys disappear and they come back and all the good guys come back. So we've got two gloves. This is the Zuckerberg slash, these are so loud. This is the Zuckerberg slash, The coronavirus glove snapping that's affecting businesses, and this is gonna be the Traffic Secrets side. We come back and we destroy the bad guys, and we save all businesses. Anyway, there's the cheesy analogy. But as you will learn when you read the Traffic Secrets book, it's all about hook, story, offer. And my guess, some of you guys saw these weird gloves and you're like, what is that? And it was a hook to grab your attention just long enough I can tell you a story to build up perceived value of what I have to offer. Hook, story, offer. Anyway, that framework is weaved into the DotCom Secrets book and the Expert and the Traffic Secrets book. But today we're talking about Traffic Secrets book because today's the launch day. Now, a couple things is this, the book doesn't actually ship till May 5th. I know, our publisher, it's a weird publishing thing and all that stuff. But the pre-order goes live today at 2 Eastern time, so at trafficseekers.com you can pre-order your copy. But here's a little secret, if you guys, who wants the inside tip? I'll give you 2 inside tips. One of them, if any of you guys are interested in the box set, this may or may not be an upsell after you get a copy of your Traffic Seekers book, so if you want, The entire Secrets trilogy, DotCom Secrets, Expert Secrets, Traffic Secrets, the new updated hardbound version. Each of these has over 30,000 new words. Then we've got Traffic Secrets is brand new, and then Unlock the Secrets, which I can't tell you too much about other than it's a workbook that helps you to consume the whole thing. If you're interested in this, this may or may not be the upsell. There's secret number 1. Secret number 2 is I record the audiobooks of DotCom, Expert, and Traffic Secrets, and those actually inside the funnel, they're also kind of an order form bump thing. The audiobooks are done and live. So you may not be able to read this book till May 5th, but you can start listening to it today. Ah, who's freaking out? Anyway, hopefully you're freaking out. Alright, so I'm gonna go into this. So we're gonna read, I'm gonna go, like I said, every day I have, the one thing is the box is hard to get the books out. But after the books are out, they look so good. Alright, so what we're gonna do right now is I'm gonna, yesterday I read part of the introduction to you guys, and if you remember the introduction, I talked about Basically, and I apologize, and that's my eyes just going back and forth. There's like multiple cameras on Instagram, Facebook, YouTube. So I'm at my house quarantined, so I'm doing all this technical stuff by myself. So if I look goofy, that's why. I usually have a team of people help me out, but right now it's all me, the one-man production studio. All right, so Travis Seeker's book. Yesterday I read the introduction and talked about the introduction about this, about the Thanos snap, right? Where if you guys seen Avengers Endgame or Infinity Wars, He snaps his finger and half the population disappears. And me and Payne June were joking about how that's similar to Mark Zuckerberg, or back in the day when I was getting started, it was Larry and Sergey, right? How many of you guys remember traffic before the Google snap, right? The Google slap. PPC used to be easy, then we got Google slapped, then SEO was easy, then we got Google slapped 3 or 4 or 5 or 6 times, and it was tough, and I literally saw it as my friends and entrepreneurs, half of the people I knew that had business online, they disappeared overnight because they weren't prepared. And right now, we've got Facebook, And we were joking about how Zuckerberg, we nicknamed him Zaynose 'cause he's a blend of Thanos and Zuckerberg. He can literally snap his fingers and half the businesses online will disappear overnight. And right now it's been happening. I'm sure you guys have been watching and seeing it as ads accounts getting banned, people getting shut down, all sorts of stuff. And so it's coming back to the fundamentals. Like how do you build a business today that's not gonna get shut down? Or if it does get shut down, how do I stay relevant? How do I keep getting traffic even outside of those things? So that was kind of the journey that I started with when I started on this book, is how do we create traffic that's not gonna get shut down? How do we create something that we can survive and thrive during tough times? Little did I know that literally during launch day would be the same day that the entire world's under quarantine, and so these principles now are more important than ever. If your business can't get customers, if you can't get traffic, you are in trouble. I'm watching it now as tons of businesses who aren't focusing online are struggling. They're getting shut down. They're also like, if you can't socially network, if you can't meet people, if you can't talk to people, like what happens, right? It comes down to traffic, your ability to get people online. Right now is the best time ever because right now people are home bored out of their minds sitting around. Like, how do you learn how to get traffic and use these skill sets to get people to come into your funnels, to come into your websites? Um, and so this is, this is why this is such a— it gets crazy actually how timely this, this book is. And I'm really proud of it, excited. So yesterday I read the introduction. If you missed that video, go back into, um, the live streams or whatever and go see if you can find it, but today we're going into chapter number 1. Actually, they're not called chapters here. Because this is the Secrets book, this is secret number 1. You guys wanna see the table of contents? I don't know if it's inverted, you might not be able to actually read it, but there's the table of contents. There's 3 sections. Section number 1 is your dream customer. Section number 2 is fill your funnel, and section number 3 is growth hacking. I'm not gonna lie, my favorite section is growth hacking. I wish I could have led with that, but it's like, you have to have all the fundamentals and understand these things first before here, but this is like the ninja tricks that are like, what? Russell, how did you get traffic before Facebook? Oh, there they are. How'd you get traffic before Google? Oh, there's all the secrets. Anyway, so you'll get to growth hacking. I'm excited for you guys to read that, but today we're gonna start in section number 1, which is your dream customer, and secret number 1 is actually who is your dream customer? And so like I said, I'm not gonna actually read this because I read this whole thing in the audiobook and it took me 2 days. I'm gonna just tell you guys some stories from this. And hopefully get you guys excited about it. So again, section number 1 starts with your dream customer, and I tell a story in here about one of my buddies, Dr. Chad Wolner, and it was interesting, the storytelling here. He's a chiropractor, and he had gone through chiropractic college, right? So I don't know exactly how it works. There's like 4 years of real school, and then there's 4 years of like chiropractor school, I think, or whatever it's called, I don't know. I think actually I called him when I wrote this book, so I had the correct, I was DC degree, so it was, Doctor of chiropractor. So he spent like 8 years in school, right, to become a chiropractor. Then he goes and he starts his own, uh, he goes, works as an associate for a while, and he decides he wants to start his own practice because he's an entrepreneur. Starts his own practice, goes in there, and then what happens? Nothing. Like crickets. Like, he's like, I'm not making any money, this is really frustrating. Um, and, uh, I remember one day he called me and, uh, uh, the story's in here. He calls me, I was like, I'm in a really bad place, can you come over? I come over, then we start talking, trying to figure out how to get his business started. And then he says something that's like like so powerful, um, and I want to share this with you. Uh, this is a quote from, from Chad that night. He said, I went to college for 4 years to get my degree, and I spent an additional 4 years at chiropractic college to become a chiropractor. In all that time, not once did they ever talk about how to actually get patients to come to my clinic. What? And then my, my quote, uh, back here, which I love, is like, isn't it unbelievable they can lock up an entrepreneur for 8 years to teach them a skill but not even spend 10 minutes showing them how to market that skill. To me, that's the biggest problem with our education system, and it's one of the biggest issues that plague new entrepreneurs in any market. They believe that if you have a great product or create an amazing company, the customers will automatically follow. That is not true. If you build it, they will not come, right? You have to learn how to market. I always tell people, like, your business is not the thing, right? And so all you guys have a different business. Some of you guys have a product, right? You're selling some kind of a physical product. Some of you guys are selling a service. Some of you guys are selling information or coaching or whatever. And you have to understand your business is not the thing, right? My business is not the book. My business is the marketing of the thing. That's the big secret, right? If you can't market the thing, it doesn't matter. Okay, you can have a better product than everybody, but if you don't know how to market the thing, you do not have a business. So business, you have to understand, is not the thing that you do, the product, the service, whatever. It's the marketing of the thing. That is the business. When you understand that, it changes everything. You understand that traffic is the only thing that actually matters, okay? And hopefully you've got the best product in the world, if not, spend time to make it the best,, but you have to understand it doesn't matter how good your product is, it's how good you are at marketing the thing. That's the big secret, okay? So that's why, again, why this is such a poor book. So that's the intro. Okay, then who is your dream customer? Okay, and this is something that, man, if I could spend, if we were to do a class just on this alone, we could spend a week or two. Sorry, I'm sitting on my floor because that's the only way I can figure out how to set up my phone. Ah, anyway, it's what we do in quarantine, right? All right. So in section 1, who's your dream customer? This is where all traffic starts at. Most people start with like, how do you do Facebook ads? How do you do Google ads? Like how do you, like that's where they start with. I say no, no, no, you're missing everything. The first step in this process is understanding at a deep level who is your dream customer, right? And in here I tell a story from my buddy Perry Belcher. Perry's one of the co-founders of digitalmarketer.com and Traffic and Conversion. One of my favorite and smartest people I've ever met. He told me the story and I called him up before I wrote, when I was writing this chapter to make sure I got all the details right. And basically he was, Perry used to have a whole bunch of physical products and stuff he was selling. In fact, he told me this story, I think this is true. He actually invented hand sanitizer. Now I don't want you to fact check me 'cause maybe I'm wrong, but I heard this story that he was trying to make liquid candles and they didn't work 'cause they kept lighting on fire and then he had all this like $50,000 worth of liquid candle stuff laying around and he's like, what should I do with this? And one of his partners is like, well, if you put it on your hands it kills germs. He's like, "We should bottle this crap." So he did. And then I sold it to some company who eventually sold it to Purell. So all these hand sanitizer things are thanks to Perry Belcher, I think. Don't quote me on it, but I think I heard that one time. So anyway, so Perry was at Sally Beauty Supply pitching a product to the buyers of Sally's Beauty Supply. And he goes and he shows the first product and they're like, "Ah, no, I don't think Alexis will like that." And he shows them the next product and they're like, No, I don't think Alexis would like that. He shows 3 or 4 products and finally he's getting so mad because every single product he shows them, they're like, oh, Alexis wouldn't like this. And finally he's like, who is Alexis? Like, she sounds like she's the decision maker. Can I get her here? Because if I can pitch her, I guarantee she's gonna want my stuff. And they start laughing and they're like, no, no, Alexis is not a person. Alexis is our customer avatar. And they took him in another room and showed him like, here's a picture of Alexis and what she does and what she believes in. And said, in our company, from every decision we make, from like how do we market, what products do we have, The music playing in our stores, everything is based off of whether or not it would make Alexis happy, like if that's something she would actually want. And he had the big aha of like, oh, it's not that we're in the product business, we're in the customer business. How do we serve the customer right? Right, and so for you, it's really come back and like, do you have that? Have you guys ever developed your customer avatar? Do you know who you're actually gonna serve? 'Cause in this book, I'm gonna show you how to find those, your dream customers. But if you don't know at a deep level who those dream customers are, like it's, it's all for naught. It's just a wasted activity, right? So I tell that story here and here. I talk about becoming obsessed with your dream customer and getting to know them. You gotta know them at a level that they don't even know themselves sometimes. I guarantee that you guys as my fans and followers and friends and future customers of the brand new book Traffic Secrets that's going live today at noon, I bet you I know a lot more about you guys than you may even know about yourself. I know about your browsing habits, I know what you do, I know what your deepest desires, your core fears are, your core passions. I know the things that are, that are pulling you away from pleasure and the things you're trying to get to to get back to pleasure and away from pain. I study you guys at a deep psychological level that you probably don't know about. This book talks about what I do and how I do it. I talk about how people in all aspects of life, they're always either moving towards pleasure or away from pain. Depending on where you are in your business right now or in your life, you're making all your decisions because you're trying to move towards pleasure or away from pain. Depending on essentially most people make their decisions one way or the other, right? And it's interesting 'cause most aren't, not all, in fact, I'm gonna do a poll right now as you're all listening and post down below in the comments. Do you make most of your core decisions 'cause you're trying to move away from pain, right? Like I wanna fire my boss, I wanna get out of debt because I wanna lose weight 'cause I just don't feel good, right? Those decisions away from pain. How many of you guys make most of your core decisions away from pain? Or on the flip side, how many of you make your decisions 'cause you wanna move towards pleasure? Moving towards pleasure, away from pain's like I wanna fire my boss or I wanna, I'm sick and tired of feeling sick and tired, right? Towards pleasure is like, I wanna get rich, I want a house, I want a boat, or I want a six-pack abs so the ladies like me, or whatever, right? So there's away from pain or towards pleasure. And what's interesting is that most people make their decisions based on one of those two things, right? And what's fascinating, I found, in fact, first off, this is the vote. So down below, do you make your choices 'cause you're moving towards pleasure or away from pain? Message down below, say pleasure or pain. I'm curious how many of you guys are pleasure, how many of you guys are away from pain? Towards pleasure, away from pain? So comment down below. I'm seeing both come in right now. We got pleasure away from pain, pleasure, pleasure away from pain. Somebody was like, I do a little bit of both. And yeah, you do do a little bit of both, but primarily most of you guys make your decisions based on one or the other. And what I found fascinating is most entrepreneurs, not all, I'd say probably 80% of entrepreneurs make their decisions moving towards pleasure. Whereas if you look at the society as a whole, 80% of people, again, This is a stat that I pull out, I mean, maybe it's different, right? But the majority of people make their decisions moving away from pain, which is fascinating. And so what happens a lot of times entrepreneurs who create ads, 'cause we're like, I wanna move towards pleasure, my people do, so we make ads trying to get people to move towards pleasure, 'cause that's what we would do, yet the majority of our audience is actually trying to move away from pain. Oh, little distinction there. And so if you make ads that talk to people moving away from pain and talking towards pleasure, you cast a much wider net. Especially times during economic uncertainty right now. Like a lot of us are in quarantine right now, okay? And people that may have in the past made decisions towards pleasure right now are freaking out and they're making the same decisions to stay away from pain, right? That's why people are going and hoarding toilet paper like crazy right now, right? 'Cause trying to move away from pain. They have the fear of the pain of what happens if I don't have toilet paper, right? Or I don't have food storage, I don't have whatever. And so we can definitely shift around and based on economic circumstances and things, We may shift how we're purchasing and stuff, but it's important to understand that, knowing that how your customers make their decisions and writing ads and landing pages and offers based on that, right? All right, so there it talks about that here in this first chapter. There's so many cool things. I'm so excited for you guys to get the book. You're gonna freak out. This book's not light reading. It is a beast, but you're gonna love it. I have exercises in here for you to go through and figure out what are the things people are saying in their mind if they're moving, 'Cause you have to, I talk about this in the book, like you have to get good at getting inside the conversations already happening inside your customer's mind, right? And so the questions and the exercises in here, like, well, what are they saying if they're trying to get out of pain? What are the keywords they're saying? What are the phrases? What are they looking for? What are they talking about? If they're moving towards pleasure, what's the difference? Like, what's happening there? Okay? I show examples so you can kinda see in charts, so you have different examples of towards pleasure, away from pain, and stuff like that. So anyway, that's kinda where I'm gonna go today. I'm gonna come back tomorrow, I'm gonna pick back up in chapter 1, we're gonna go deep into the searcher and the scroller, 'cause that's the difference between search-based marketing and interruption-based marketing, which is a whole nother fascinating topic by itself, all in chapter 1! And again, we don't call them chapters, all in secret number 1. So anyway, hopefully this gets you guys excited. I'm excited, today's the day. I've been talking about this for 2 years. Some of the backstory, I don't know if you guys knew this, when I wrote the DotCom Secrets book, I was like, I will never write a book again. That was the most painful process of my life, and I'll never do it again. And then about a year after I wrote the DotCom Secrets book, I was actually at a dinner with Dean Graziosi, who wrote the foreword for this book. And I was sitting there, and we were sitting across the table having dinner, and in the middle, I don't even know what we were talking about, but in the middle of the conversation I was like, I'm supposed to write another book, it's called Expert Secrets, and it's like, how do you, like how do you tell your story inside of a funnel? 'Cause DotCom Secrets is all about how to build funnels, Expert Secrets is like, how do you tell the stories inside the funnels, right, that move your customers and get people to go and buy from you? Storytelling, persuasion, all those things that happen inside the funnels. And so that night I remember coming back to the hotel room, I was sharing a hotel room with Dave Woodward, and I was like, okay, we are literally, yeah, Dean's on Instagram, he's posted, I remember like yesterday. Yes, that was like one of the first times we actually hung out. I went back to the hotel room that night, I told Dave, I'm like, we're writing a book, it's called Expert Secrets. He's like, I thought you were never writing a book again. I'm like, I wasn't supposed to, but there we are. That became book number 2. And then after this book got done, literally we're in the middle of the book launch, I told people just like this, I was like, this is the last book I'm ever writing ever. And during that time, John Reese emailed me, and John Reese owned TrafficSecrets.com, he said, hey, I'm selling off a lot of my business assets, would you be interested in buying TrafficSecrets.com? And I was like, oh my gosh, I'm writing another book. That was day 2 of the Expert Secrets book launch. So we bought that, that was like 2 and a half years ago, and I've been working on this project ever since. I spent the first year researching, testing, speaking, talking about these topics, and the next year and a half writing them, and it turned into the new Traffic Secrets book, which goes live today, ah! And the funnel is insane, I was up till like 2 o'clock last night working on the funnel, I got another probably 2 or 3 hours left. In fact, you can see right here, here's a sneak peek! If you click play on that button, you'll see this video, which is so fun. It's pretty epically amazing, I'm not gonna lie. Anyway, but I would, for those of you guys who are funnel nerds like me, and you get your free copy today at noon, or 2 Eastern, noon Mountain time, go to, you'll go to trafficsecrets.com, go there, like don't just buy it 'cause you're all excited, like take your time, like watch the video, listen to, like study this stuff, like all the things I teach in Expert Secrets you will see inside this video, all the stuff that you learn in DotCom Secrets you will see as you go through the funnel, okay? So if you wanna like experience this, like you can read about it, but if you wanna experience it, I always tell people like buy slowly, like watch the process, see what I'm doing, see why I'm doing it, what did I say, how did I say it, like how did I say it? And then you come back and read the book, like in here I talk about, The 3 closes, which is like emotion, logic, fear. I talk about how the first section of the page is all emotion, and the second section as you scroll down is all logic, and the bottom is all fear. And so like, you'll see these things, these principles I'm talking about, all these books, weaved into this funnel. So like, anyway, the coolest thing about what I do is I get to like do it, but I get to talk about what I did, and like I'm sharing this stuff, so you're gonna be reading about these things, but you'll actually have a chance to experience it. So I would say buy slowly, go through the process, like watch what I'm doing and how I'm doing it and why I'm doing it, and hopefully you'll get ideas. For your own funnels as well, and you'll learn a bunch of stuff along the way. But this is the new Traffic Secrets. It's the hardbound version. I'm excited. It goes live today at noon. You can get free copies, just use cover shipping and handling. The books don't actually ship though till May 5th. This is pre-launch. This way our publisher is kind of having us do it. So these will ship on May 5th, but you can order it right now. You can get pre-launch. When we do start shipping, they'll be in a first-come, first-served basis. My, my, I'm pretty sure we'll sell anywhere from 50,000 to 100,000 books during this pre-launch. And so the sooner you order, the sooner this book will get shipped to you because they get in queue. So that's kinda works. Now there's two secrets to let you know about. Number one is in the upsell, we may or may not offer this whole entire box set. So if you're interested in all the hardbounds of the new pub updated versions in a cool box set like this, what? They may, this may or may not be one of the upsells. So just pre-warning you in case you're interested. Also, I have recorded the audiobooks for the new DotCom Expert and Traffic Secrets. And those actually live today. So if you see in your journey of getting the book an offer for an audiobook, you may take that and you may be able to start listening to it today. Ah, anyway, I'm pumped for you guys to get this book. It's been 2 years of hard work and I'm super proud of it. And I think, anyway, I hope you guys love it. So it goes live today again at 2 Eastern, which is noon Mountain, at trafficseekers.com. You go there right now, trafficseekers.com, get on the waitlist. And if you're watching this as a replay, it may already be live. So It's happening today, this is what the funnel is gonna look like, and I'm excited for you guys to see it. So anyway, that's all I got, you guys. I hope you are all having a great day and having fun in quarantine, and this should hopefully give you something to think about and start understanding it. How do you get customers? In times of economic turmoil, it's the people who can get customers and serve them at the highest level are the ones that win. And so that's where we're at right now, this is the world we're in, and so this is your time to start sharpening your saw, start learning, start mastering these concepts and these topics, understanding them at a deep level, so you can go back and you can get customers into your websites, your funnels, and your businesses, right? You know, we're in an amazing time where right now, you know, I've been talking to you guys now for 15 years about working from home, working online, like doing these things, and a lot of you guys have been doing these principles and have businesses running online now, and while the economy's scary, like you can still keep doing your business, right? It's about getting more traffic, more people, more of the right people into your funnels, and that's kind of where we're at now. Hopefully this book helps serve you guys to get a ton more of your dream customers in. I said if you reading this book helps you get one new customer in, you change their life, it'll have been worth all the effort that went into it. So anyway, I appreciate you guys, thanks so much for hanging out today with me, I had a great time and I'm excited tomorrow I'll come back on and I'll read the rest of chapter 1, we're going to the searcher versus the scroller, which is like, ah, the science of this is so much fun and I'm excited that it's finally being broken down in a way that hopefully everyone can understand and start using. Thanks you guys, appreciate you again. TrafficSecrets.com at noon today, or 2 o'clock Eastern, noon my time, but 2 o'clock Eastern the funnel goes live. You can finally get your copy of the book and again, the upsell, you may be able to see this, I don't know, that may be in the upsell and audiobooks are there too and you can start listening to audiobooks right away. Oh sweet, someone said, I've read all of your books, they are better than all courses I've ever done. Well thank you, I appreciate that. I put a lot of effort into these books. Awesome, all right, appreciate you guys. Have an amazing day, and I'm sure you'll get emails and messages from me the second this funnel is live. All right, bye everybody. We'll talk to you guys all again soon. I hope you enjoyed this episode of the Traffic Secrets Podcast. If you wanna learn more secrets to getting traffic to your websites or your funnels, then I wanna give you a free copy of my brand new best-selling hardcover book called Traffic Secrets. Now, I already bought a copy of the book for you, I just need to know where you want me to ship it. So go to TrafficSecrets.com and let me know where to ship your free copy today.