Ep 03 - TWO Types Of People Online

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. Welcome back to, what are we at, day number 3? Day number 3 of the Traffic Secrets series. I'm going live every single day. For the next, I don't know, we're in quarantine, as long as we want, as long as you guys are having fun, we'll keep doing this. So if you are having fun, please let me know down in the comments, be like, this is fun, Russell, we should do this more often. Or if you're like, I have better things to do with my day than sit in quarantine and listen to Russell talk about traffic. Anyway, let me know in the comments down below if you're having fun, 'cause so far I'm enjoying this, and I'm not gonna lie, it gives me a little bit of break from all the other stresses of all the stuff we do. So I'm enjoying it, and hopefully you guys are having some fun as well. As you guys know, oh, let me pull this over here so you can see it inside the screen. We are on day number 2, actually it's been, in 26 minutes it'll have been 24 hours that the book funnel has been live. And a lot of you guys, since you're all my marketing nerds who like to hang out and talk marketing with me, the funnel is doing insanely well. We are just shy of 10,000 copies sold. I was trying to get 10,000 copies in the first 24 hours, it's probably gonna be 25, maybe 26 hours before we hit it, but that's still pretty dang good. To put that in perspective, the average New York Times bestselling book only sells 10,000 copies the first week. So we are 10,000 copies in less than 24 hours, which means this must be a book you guys are interested in. It must be a topic you're interested in. It's probably the most timely thing ever. It's interesting, I started this project 2 years ago, not knowing when this was gonna go live, not knowing the circumstances, and now with, you know, we're in the middle, for those who are depending on watching this live or later, we're in day 2 or 3 of quarantine here for the coronavirus, which is crazy, and businesses are freaking out, and people are struggling, and a lot of companies are shutting their doors, and right now the thing I think that people need more than anything is traffic, it's people, how do you get, your dream customers, the right people to come to your door so you can help them, you can serve them. And so that's what this whole book's about. So my goal is hopefully you guys all get a copy. Again, these don't ship until May 5th, but the audiobooks are there right now. In fact, like 36% of you guys are buying the audiobook, so thank you for that. But it gives you a chance to go and start listening to it immediately. But then I'm going live free here, and I'm just gonna basically share stuff in the book. So if you wanna see some of the old episodes, On Facebook, they're there, other places, YouTube, we got them there as well. But basically I'm going through the book and talking about it. So today, I'm gonna dive back in. You guys want some more insights from the book that hopefully help you out in whatever part of the journey you're in right now? Hopefully you do. And as you're reading this, you're like, alright, fine, Russell, you pushed me over the edge, I'm finally ready to get the book you've been talking about for 2 years. Just go to trafficsecrets.com, you'll see the funnel, and I would recommend going through the funnel slowly. This is the highest converting funnel I've ever done, and I've been doing this game for 15 years now. So this was 15 years of like me testing and trying a bunch of things and this is the, I talk about like funnel hacking, you know I said you can go through and get all the arrows in the back like try to figure your way out or see where people are, where they're at today and then model it. So right now, this is where my funnel's at and it's killing it. Excuse me, we're averaging like 80, almost $80 for every free book we give away inside the funnel. So it's working, it's good. Anyway, so that's the game plan. You guys ready to jump into this? Should we have some fun? I love it, all right, okay, I'm gonna go, so here we go. I'm gonna open up the box set, and like I was like yesterday on the live, everyone's like, where do I get the box set? I'm like, the only place you can get the box set is in an upsell, so you gotta buy the book, and then the upsell's like, hey, do you want all the books? All the new hardbound copies and the workbook and everything, so that's the only way to get it, is after you go to trafficsecrets.com and get a copy, your free copy of the book. I think it's $10 shipping and handling US for the hardbound, And then it's like $19.95, I think, international. So, and these will be shipping May 5th. This is a pre-launch. May 5th, these will start shipping. But the audiobooks that I recorded myself in a studio for 3 days are available. You can get 'em today. And yeah, so there you go. Plus all the other bonuses. There's 5 insane bonuses you guys get with the book as well. Easily I could've sold each of those for $97 as its own standalone product. You get 'em for free when you buy the book for free. So if you like free, then you should get a copy of the book. All right, with that said, I'm gonna go in here, so the first day I talked about, I just read some stuff from the intro, which was all about basically a storm coming, which is interesting now that we're in the middle of the storm, but there's a storm coming, traffic's shifting, everything's different, you gotta prepare. I was lucky enough and blessed enough that I started learning traffic, it wasn't when Facebook ads were here and I was trying to figure out how to run Facebook ads. I was learning this stuff before Facebook, before MySpace, before Friendster, I was learning how to drive traffic from some of the original OGs of direct response marketing. I was learning direct mail, radio, postcards, things like that, and as you apply these principles to the internet, it's really, really powerful. So if Facebook shuts down, or you get your ads account banned, or Google changes, this book is like, here's how to have a stable foundation to get traffic even in those times. I've been lucky enough now to be doing this for 15 years,, and I've been through a market, you know, a couple market grows, a couple market crashes, and I've seen networks come and go, Google slaps, Facebook snaps, a whole bunch of stuff, and what's interesting is that we've not only survived in those times, we've thrived, and it's because of the foundational principles you're gonna learn here inside of Traffic Secrets. So, talk about storm coming, then I start going to chapter 1, your dream customer. Shared some cool stories from this yesterday, I'm not gonna go back into it, but the whole key is becoming obsessed with your dream customer, and the better you understand them, you understand like what are they doing to move towards pleasure and away from pain, makes it so much easier to find them. So today we wanna talk about our two things called the searcher and the scroller. When you have your book, if you go to page 25 is where I start talking about these concepts of the searcher and the scroller. I think I got some doodles in here. Yeah, I got some doodles in here. So for those who are like me, like the doodles, there is the searcher and there's the scroller, okay? That's important to understand 'cause a lot of people think that traffic is just traffic. Oh, I just need to figure out how to get more traffic. That's kind of their, all they're looking for. But you understand the people's habits are different, right? And so there's the searcher and there's the scroller. And it was interesting, if you look at how business started back in the early 1800s, right? When did people buy something, right? They had a need for it. So like, oh, I need a hammer. They would go jump in the car, drive to the grocery store, and they would go buy a hammer. They're searching for something. Now when you're searching, you know what you're looking for. Like, I need this thing to solve this problem, this thing. And so you're searching for it and you go look for it and you buy it. And you come back, okay? And for a long time, that's how business happened back in the early 1800s, early 1900s, was 100% of commerce happened through searching, right? Someone needed something, they went and searched for it, right? The Yellow Pages came, they'd search through the Yellow Pages, find the business that had the thing they need. Oh, I need a plumber, find the person, they'd search for 'em, and they can go and get 'em. So what was nice for consumers was nice, I could go search, I could find things I wanted, but as a business owner, it was tough because I couldn't go and get people's attention, right? And so if you look at it, I share some of the timelines, like the first time the interruption, excuse me, so yeah, I'll go into that in a second, but searching's the first thing, right? And then, but again, searching's good because you can go find exactly what you want, that's the pros of it. I think I have a list of the pros and the cons. Yeah, the pros for search is that when people come to you, they're hot, right? That's the thing, like I'm looking for a plumber, they call you like, I need a plumber, like sweet, I'm a plumber, I'm coming right over, or I need a hammer, it's like they're hot, they're looking for us, that's the pros of search. The cons is you can't stimulate that, I can't stimulate search and make you all of a sudden come search for me, right? And so that was kind of the cons of it, and so it was hard to really grow and scale a company 'cause you're sitting there waiting for people to search for you, waiting for someone to get a desire, okay? Then fast forward to 1927. So 1927 was the first, is when TVs were invented, and 15 years later on July 1st, 1942, It was during the Brooklyn Dodgers-Philadelphia Phillies game at Ebbets Field. It was the first ever TV commercial aired. So what happened, think about this. People are sitting there, they're watching TV in their homes, they're being entertained, they're enjoying this thing, they're interested in baseball, they're watching baseball, and then in the middle of that, boom, they're interrupted with an ad. And the ad was for Bulova watches, and Bulova, and think about before this, if Bulova wanted to sell a watch, what would they have to do? They'd wait for someone who's like, I need a watch, and they'd go search for a watch. They're like waiting, hopefully business comes to us, they'd wait. Right? Now, this first TV commercial in the early 1900s, people are sort of watching TV, they're not planning it, all of a sudden in the middle of the ad, they're interrupted, right? They're interrupted, and after they're interrupted, then comes in the ad where it says, and the ad was 9 seconds long, in fact, if you go to YouTube right now and search it, you can actually find it. I found it the other day. It's 9 seconds long, it cost them $9 to run, and the ad said, America runs on Bulva Time. Now, obviously that ad was not the greatest ad in the world, but it was the ad, it was the first time Someone did interruption marketing, right? So people watching baseball, so they interrupted, and Bulba had this little window of time where they could grab someone's attention, right? They could build up the perceived value, what is it they have to sell, and then they can make them an offer, right? And that was the very first time this interruption concept happened, okay? And interruption marketing is powerful because it gives you, because with search marketing, people have to be looking for you, right? They're interested, they have a desire, they're looking for you. With interruption, you have a chance to capture their attention and then make a presentation to increase the perceived value of the thing that you're trying to sell and then you make them an offer. And in the book here, I'm gonna talk a little more about hook, story, offer in a day or two, I don't know, when we get there, but that's the next framework is when you interrupt somebody, you got this little window of time, right? So, I'm gonna sit down here 'cause this is my studio, I'm sitting on the floor 'cause that's what we got here when we're in quarantine. But I want you to understand that this is some of the interesting stuff, and I have a friend, his name's Trevor Chapman, and he's the one that kind of first made this concept light up in my head, right? He talked about searching versus interruption, so search marketing, right? Let's say, for example, you wanted a new home security system. Okay, so what would you do? You'd go on Amazon, type in home security system, you'd search for it, and if you found it, you're like, oh, I need a home security system, I'm looking for it. And right now you can get a pretty good home security system on Amazon for like $200, right? Pay $200, it comes to you, you install it, and boom, you have a home security system, $200, right? Because you were searching for it. Now people that search, typically they're bargain shoppers, they're looking not just one place, they're searching 5 different things, they're price comparison, all these kind of things, right? But when they come to you, they are hot. Right, they're ready to buy right now, okay. Now, put that in contrast with what Trevor talked about. He talked about what he did, he ran a sales team, door-to-door salespeople selling home security systems. He said we didn't rely on search at all, we relied on interruption marketing. He said what we'd do is we would go and we would go door-to-door and we'd knock on the door and we'd interrupt someone during dinner or whatever it is, we interrupt them, okay, and when we interrupt them they open the door and we have this little window of time. First step is to hook them, get their attention, we hook them. Right? If we can get past the initial hook, then we have this window of time where we can tell them a story, and the goal of the story is what? Is to increase the perceived value of the thing it is I'm gonna sell, and then I have a chance to make an offer, okay? Now 2 minutes earlier, that person was not looking for a home security system, but because I interrupted them, I hooked them with something to grab their attention, I told them a story to increase the perceived value, then I could sell the thing that I'm selling for what it's actually worth, right? Typically with search-based marketing, you're in a comparison game, right? It's a race to the bottom. You're selling commodities and people are searching for all the different variations to find the cheapest one with the best, with the highest ratings, right? Whereas interruption-based marketing, they're not searching everywhere else in the world. You're coming to them, you're interrupting them, you make them, you make a presentation about the perceived value, what it is you're selling, and then you can sell for whatever you want, right? And he talked about how when he was selling security systems, like someone could go on Amazon and find them for $200. But what we would do, we knock on the door, interrupt them, tell the, tell our story, increase perceived value, make them an offer, and walk out the door with a $5,000 contract for a home security system. Okay, that's the power of interruption marketing. Gives you the ability to find people who aren't in the moment needing it, but you create a desire in them to be able to go and sell the thing. Okay, and so what's interesting, as you start looking at the online, the same trend happened throughout history, right? When the internet first came out, there was what type of marketing? There was search, right? You'd go to Google and you would search for something. And it was amazing 'cause you could rank for the keywords, you make a bunch of money, you could buy pay-per-click ads, but you only made money on people that were actually searching for you. Everybody else you just missed out on the opportunity, right? And so you lost that money, okay, but it was a really good opportunity. Then a little while later, then all of a sudden the social networks started coming out, right? And social networks happened and then somewhere down the line, and I have the dates in here, but somewhere down the line is when Mark Zuckerberg introduced the Facebook ads platform, which was the very first real big play of interruption marketing, right? Someone would come on Facebook, right, and they're hanging out with their friends, they're talking, they're being entertained, and then we're able to come in and interrupt them for a second. Right? So you're scrolling through the ads, awesome, boom, your ad comes, and if you do it right, this is like the knock on the door for the door-to-door salesperson, right? You knock on the door, it interrupts them for a second, just long enough, you got their attention, right, you hook 'em, and then it opens up this little window for you where you can now tell them your story, and the goal of your story is to increase the perceived value of what you're gonna sell them, and then you make them an offer. Hook, story, offer, okay? And that's the power of interruption marketing, is it gives you that little window of time where instead of waiting for people, like, hey, I hope someone searched for, cat food today, 'cause I'm selling cat food, instead of waiting and waiting, we're able to say, okay, who's interested in cats? Let me go find those people and let me try to interrupt them. Let me go knock on their door. Let me go throw out these hooks and try to grab their attention. Just as long as I can explain to them why my cat food's so much better, my cat medicine, or my cat, whatever cat thing you sell, tell them perceived value, tell them your story, increase the perceived value of something and sell it for what it's actually worth, okay? Then you're not going out there and they're fighting and they're comparing your cat food versus 500 other people. You have the ability now to, to increase the perceived value and sell your thing for what it's worth, okay? So that's search versus interruption. And if you start looking at all the different advertising networks out there, you start classifying them, okay? So Google is a search platform, right? People coming to search on it. Yahoo's a search platform. I don't even know what other ones are out there. I just use Google, but those are search platforms, right? Then you got Facebook and Instagram. These are interruption platforms, right? They're getting people's attention. They're categorizing people based on what they're interested in, and you're really coming to interrupt those people, saying I wanna interrupt all people interested in cats, all people interested in, in fitness, all people interested in business. I interrupt them, right, and then it opens this little window for you to come in there, set a hook to get their attention, tell them a story, increase perceived value of what you have, and then make an offer, okay? And that's the magic. Now, so then again, the first phase we talked about in this book here was you're taking your dream customers and you're identifying, you're breaking them up based on people that are trying to move away from pleasure and people who are trying to move towards pain, right? We have different messages for both those people. They are not the same, they are different, right? So maybe we have different funnels, different landing pages, different ads, or speaking differently to each person. The next thing is understanding where am I going fishing, where am I trying to find these people. If it's search-based, that's okay, but I'm gonna speak to those people differently. Those people are probably doing more comparison shopping, those people are probably looking for a deal, they're researching, right, they're searching for you, they find you. So if my landing pages aren't based on understanding, hey, this is the mindset someone's coming to, they're researching, you're gonna struggle, right? Now if someone's in Instagram or Facebook, they're just doing something else, I'm interrupting them, so I gotta do something exciting, I have something cool, I need to have a cool background, I need something like this. Where they're scrolling through, they're seeing this like, what is this thing? Why is Russell waving a book? Like yesterday I had my Thanos, I had these gloves on yesterday, right? Because when the videos are on Facebook and Google, I want someone scrolling through like, why has Russell got this weird glove? And they're gonna stop, right? I hooked them just long enough, they have a chance now to tell them my story, to increase the perceived value of what I'm doing, and then make them an offer, okay? By the way, BTW, those who are watching this video on Facebook, Instagram, YouTube, wherever you are, what did I just do? I hooked you, right? I've been telling you a story to increase the perceived value of the offer I have for you. Right, some of you guys are like, dang, that's in the book, that's in secret number 1 in the book, that's awesome, I need that. So I just told you a story to increase the perceived value of this thing that I'm gonna offer you here in a second, right? Wait, Russell, you practice what you preach? Yes, I do every day, okay? So that's what I'm doing, right? Now if I'm putting this out to a search audience, it's gonna be different, okay? My message is not gonna be me with a thing else, I'm not trying to interrupt them 'cause they're already looking, they don't care for it. How to get more traffic, I'm gonna come to them like, hey, here's a review page, here's 5 ways to get traffic, boom, boom, boom, by the way, number 1 book to get traffic is this book right here, you should go get it for free at trafficseekers.com, right? I'm speaking to them differently. So you're categorizing people based on search versus interruption, okay? And understanding your ad campaigns, your structure, all the things you're doing are different depending on which way people are coming into your world. Does that make sense? Okay, I think so many times people group traffic or advertising to just one thing, it's like, no, you gotta start understanding the intricacies of, of what you're doing, right? So I need to understand if I'm speaking to someone who's searching versus someone who I'm interrupting, 'cause it's different. My ad's different, okay? My ad on my Google ad is not me running around going crazy or lighting my book on fire, right? But my ad on Instagram is, my ad on Facebook is. I gotta grab your attention just long enough to open a window so you will listen to my story so I can increase the perceived value of what I have to sell and I can make you an offer, okay? And start thinking that, you guys start thinking in your mind like, oh my gosh, I've seen this over and over again. When I go to Google, I search for stuff, what do the landing pages look like? People who are successful, what are those ads looking like, what are they saying, how are they speaking to me, right? I'm speaking to them differently than I'm speaking to somebody who I'm interrupting, right? If I'm interrupting, I'm doing crazy videos trying to capture your attention, trying to get you to like focus, and just long enough I can grab you, grab your attention, and then tell you a story, okay? So that's the key that I want you to understand. There's a little different, a little like slight intricacies, little slight differences, but it's the key to this whole game. Oh yeah, okay, so, Google is a search platform, right? YouTube's interesting 'cause YouTube is a search but it's also a social. So YouTube's one of my favorites and there's a whole chapter here going deep into YouTube because it's a search and it's an interruption platform. And so there's different strategies when you're inside of that which are kind of fun. Facebook, Instagram are interruption platforms. Other search-based platforms like Quora where you're going and you're searching questions, you're answering questions, like that's a search-based platform. So as you start looking at there where to get traffic and you start thinking through this in your mind, realize there's search-based, interruption-based, two different things, and it's important 'cause that's some of the foundational stuff you gotta understand as you're going after your dream customer. So, that again, yesterday's video and today's is all just secret number 1. We haven't gotten to secret number 2 yet. So, let me come back real quick. So secret number 1, so I did introduction day number 1. Yesterday, or today and yesterday was who's your dream customer, and then today I talked about searcher versus scroller. You can see that in the video there. Tomorrow's video, I'm gonna go into secret number 2, where are they hiding? So depending on if this is live, look for this tomorrow, if this is on YouTube or on a playlist, like there's probably a playlist here we can watch the next one, but that's what we're gonna go into next is where are they hiding the Dream 100? Now, really quick, now that I've grabbed your attention, I've told you of value, increased the perceived value of this book hopefully, now I'm hoping you want a copy of this so badly, so if you want one, guess what? Right now during pre-launch, they are free. You just gotta cover the shipping and handling. This is the hardbound book, I've already paid for the printing of this thing, They are not cheap to print, so I pay for the printing. They are gonna be shipping out on May 5th. Right now we are in pre-launch. We've almost sold 10,000 copies the first 24 hours, which is crazy. Really proud of that. Proof these traffic things we're talking about actually work. But you can get a copy right now at trafficsecrets.com during the pre-launch. Again, we ship these May 5th, but when you're buying this, one of the order form bumps as you go through the funnel is for the audiobook. The audiobook is done. I spent 3 days in a warehouse, or not a warehouse, in a studio, reading this entire book, you can get the audiobook immediately, and inside the audiobook is actually links to a supplemental PDF that has all the doodles and stuff, so as you're listening, you can look at the doodles and make sure you understand the concepts. That's available today, you can start listening to the audiobook right now, you just gotta go to trafficsecrets.com, get a copy of the book, this ships May 5th, and then the order form bump is the audiobook, so you can listen to it, which is awesome, and right now like 36% of you guys are taking the audiobook, so that means that 1/3 of you guys are ready to listen today, and the rest of you guys are like, I'll listen, I'll worry about traffic in the future, but honestly right now, we're in scary times, I'm in quarantine right now, I'm sure most of you guys in quarantine, we're at our house hanging out. I'm recording this on my phone, on my iPad, because my film crews are in quarantine everywhere, like it's chaos right now. But you gotta understand, the most important thing in business for all of you guys, in good times and in bad, is traffic, it's the people, it's you having the ability to get your message in front of people. If you're not able to do that, it makes business really hard. If you are able to do that, it makes business easy. So how do you get traffic? Not just how do you get any traffic, how do you get, if you look at the sub-headline here, it says, the underground playbook for filling your website's and funnels with your dream customers. Not just any customers, your dream customers. The ones that have money, the ones that can afford your products, can afford your services, the ones you actually wanna serve. And so that's the game plan, you guys, that's Traffic Secrets. Now it's time to get yours at trafficsecrets.com. Someone said they ordered the book but never got a confirmation email. I'd look in your junk folder. Email is like the least reliable thing on this planet. I hate email, I wish someone would make something better than it. So, alright, oh, someone's asking how much is the book? So the box, the first upsell is the box set. If you want the entire box set, I won't spoil it for you, but when you go through the funnel, when you buy the Traffic Secrets book, the upsell is to get the whole box set. The box set's got the DotCom Secrets book, the Expert Secrets book, the Traffic Secrets, all hardbound, and these have all been updated. I added over 30,000 words to each of these books before the new hardbound versions came out, so these are all the 3 newest versions, and also this is the Unlock Secrets workbook, it's a 600-page workbook comes with it. If you want this huge box set, it is the upsell at, trafficsecrets.com, but you gotta get the book to even be able to see the offer for the whole thing. So I recommend getting it 'cause it's awesome. So anyway, I appreciate you guys. Thanks so much for hanging out today. While you're at home or doing your thing, just remember that this is not a time to hide and do nothing. This is the time to serve your audience at a higher level. Go live, tell your story, tell your message, give people a message of faith and hope. Don't stop selling things, don't stop promoting. Like if the economy, like, The best thing for the economy is for us entrepreneurs to keep doing what we're doing. If we stop all commerce from happening, this is horrible for the economy. It's what, it's, the scariest thing for me personally is not this virus, it's the economic repercussions of it. Our job as entrepreneurs is to keep doing what we're doing. If we stop, the economy will stop, and that's when it gets really, really, really scary. Yeah, keep producing, you guys, keep publishing. I've been talking about this for years, and as you get deeper in the Traffic Secrets book, one of the things I'm gonna challenge everyone is publish every day for a year, whether it's Facebook, Instagram, platform, YouTube, I don't care, pick a platform and continually publish every single day for a year. If you do that, you'll have no more financial troubles in a year from now, but you gotta be consistent and start publishing. So I'm gonna be publishing every day, every day I'm gonna be reading parts of the books for you. Hope you guys enjoyed today, got some ideas out of it, and I'll be back tomorrow with the next, chapter, secret number 2, we're going into, you guys. So between now and then, go get your copy of the book, trafficsecrets.com, and I'll see you guys all again very, very soon. Thanks everybody, appreciate you all, and we'll talk to you soon. Bye! I hope you enjoyed this episode of the Traffic Secrets Podcast. If you want to learn more secrets to getting traffic to your websites or your funnels, then I want to 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 ship it. So go to TrafficSecrets.com and let me know where to ship your free copy today.