Ep 07 - Attract Your Dream Customers RIGHT NOW (And In The Future)!

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. Hey hey, what's up everybody? This is Russell Brunson. Welcome back to, what do we call this? Quarantine Traffic TV? We should be talking about viral traffic, how viruses grow. Actually we do, we actually are gonna be talking about viral growth, viral traffic towards the end of the Traffic Seekers book. When we get to growth hacking, there's a bunch of really cool things, but we will save that for another day. Just checking in on everybody. Hope you guys are doing great. I know it's crazy times, a lot of things are happening, but a lot of good things are happening in the world right now too, and just grateful for just so many amazing people who are publishing. I went live yesterday to our 2 Comma Club Collective group, I told everyone, I said, "Look, now is the time for you to all be publishing. Your people need you. They need faith. They need hope in a better world. They need things like that happening. It's time to start publishing." We're going to get deeper into that in the next couple episodes here as we're talking about traffic seekers, about publishing and finding your voice and things like that. Now is the time. Your people need you more than ever, and so it's important for you to go out there and start sharing. Even though it's scary and even though all the stuff, it's time to be a light for the people that follow you. Today, we are getting back into Traffic Secrets. Hope you guys have been enjoying this so far. Have you guys enjoyed these, going live every day? It's been fun for me to kind of start and kind of kick off the day, and hopefully it's been good for you guys as well to kind of give you something to think about and talk about and brainstorm on throughout the day. One of the mantras I've had in my business for the last, probably 10 years or so, is this concept of how do you give yourself a raise every single day, right? So every day I wake up in the morning and I'm like, how do I give myself a raise today? 'Cause think about it, in the real world, the only way to give yourself a raise is to go back to school, right? If you're a doctor and you wanna give yourself a raise, you gotta go back to like 4 more years of medical school or postgraduate school or things like that. But as an entrepreneur, it's kinda fun because like, I can come in every single day into my office and be like, okay, if I can increase the conversions on my page, that gives me a raise today. If I can get more traffic coming into my funnels, that's giving me a raise today, right? So there's always little things we can do to give ourselves a raise every single day. And so hopefully this hanging out with you guys, talking about traffic and going through the Traffic Seekers book is giving you guys ideas as you come every day Listen for a tip, a hint, an idea, something that you can grab that'll be the thing that'll give you a raise today. And the more you guys do that, the better. So, it's kind of fun. Anyway, we're in the middle of the Traffic Seekers book launch. I think we're halfway through the official launch. It's been going amazingly well. The funnel's converting well, the books are selling like crazy, and I wanna thank you guys all for participating even though times are crazy. I think this is the time for all of us to start sharpening our saws. You look at the best companies in the world were all built during these times of economic uncertainty. So your business, your following, your brand is the time to start building it now. So, alright, so here we go. You guys wanna jump into Traffic Secrets again? So I've been going through chapter by chapter every day. Some days we've covered half a chapter. I'm gonna be moving into the next, the next stuff. So if you don't have your copy yet, we're in pre-order right now. You can go get trafficsecrets.com to go get your copy. They're there. It's free plus shipping, so it'll cost you $9.95 US. 1995 International. We start shipping these on May 5th, so you may have to wait a little bit to get them, but the audiobook, which I recorded, 7 hours of me reading this entire book, is available right now, and every single day we're going live, and I'm going through the book, so while you wait for the book to come, all the stuff I'm sharing with you guys can start getting the wheels in your head spinning, and get the ideas coming forth. So anyway, if you haven't got it yet, go to trafficsecrets.com and get your book, and I recommend getting the audiobook, 'cause you can listen to the whole thing tonight. 7 hours, it took me 3 days to record, but it's 7 hours of audio. So you can listen to it all day today and by this time tomorrow have the book done and in your head and understanding it all perfectly well. So, alright, and then on top of that there's like 5, I think it's 5 bonus videos you get when you get Travis Sears' book that by each of those by themselves we could sell for a couple hundred bucks. You get them all for free when you go to travissears.com and get your free book. So I think I said free like 40 times so far, so it's time. Anyway, alright, everyone's asking what's Unlock the Secrets? Oh, well there's DotCom Secrets, which is book number 1 in the series, Expert Secrets book number 2, Traffic Secrets book number 3, Unlock the Secrets is a workbook that goes with all of them to kind of help mush them all together, mushify them, but right now we're talking about the Traffic Secrets book. Okay, so should we dive in? So let's talk about, let's recap what we talked about so far, okay? In the introduction we talked about the fact there's a storm coming, and then it's crazy that we're in the middle of literally, well in Boise we're actually having a storm outside, but we're in the middle of this economic storm. And it's scary times right now, and I literally, it's kind of, I don't know, kind of creepy. I wrote this probably 18 months ago, but the introduction starts with there's a storm coming. And it's talking about the reason I wrote this book is because there's a storm coming, and businesses are gonna be struggling, and like the lifeblood of every business is what? Traffic. Lifeblood is customers. And so like right now in these crazy economic times, like the life preserver you have for your business is literally traffic. It's the customers coming around you, and it's building up customers that'll be there for a lifetime. Anyway, so then we actually talked about the fact there's a storm coming, how to prepare for it. Then section number 1 was all about your dream customer. Who is the person you wanna serve? And then really understanding them at a deeper level, like are they someone who's moving towards pleasure and moving away from pain? Are they a searcher, are they a scroller? Where are we finding these people? How are we interrupting them? That was all in section 1, which is one of my favorite chapters. Hope you guys enjoyed that one. Section 2, or secret number 2 then, was now that we know who our dream customers are, secret 2 is like where are they actually hiding? I need to find those people, they gotta be hiding somewhere. And we talked about congregations and how to identify 'em and then the third video we did like this, we talked about the Dream 100, who's already congregated those people, where are they at? And I had you guys do an exercise, hopefully you did, it's on page 41 in the book when you get the book, but it was basically, it was like going through each platform, so on Facebook, who are the people that have already congregated your dream customers? Who are the people that already have big Facebook followings and writing their names down. Then who are the people who already have Big YouTube channels, okay, and writing those names down. Who are the people who have big podcasts of your dream customers? Oh, that's YouTube. Instagram channels, bloggers, big email lists, like who are the people that have already congregated the customers you wanna have and you wanna serve? We gotta start listing those people out, okay? That's the first step here in the Dream 100. We're gonna come back to that today, so I wanna make sure you guys have done that and prepared there. And then yesterday we talked about my favorite concepts, which is hook, story, offer, whoop! So we talked a lot about that. If you missed that one, all these are being posted on Facebook, they're on Facebook long-term, so you can go and watch those on Facebook. We may or may not be putting out a Traffic Seekers Podcast, these episodes as well, because some people have been asking for the replays. So that may be coming to you. But today we're going into secret number 4. Secret number 4, you guys ready for this? Secret number 4 is called work your way in and buy your way in. And this goes back into, if you read the original DotCom Secrets book, I talk about there's 3 types of traffic, right? How many of you guys remember this? There's 3 types of traffic. This is Internet Marketing School 101, okay? Traffic that you control, there's traffic that you earn, and there's traffic that you own. So there's 3 types of traffic. Today we're gonna be talking about 2 of those 3 types, okay? Alright, so working your way in and buying your way in. In fact, let me see what's the best way I can share this. Oh yeah, so I talk about this, it's interesting, when we were launching ClickFunnels 5 and a half years ago, As you guys know, I'm the non-technical co-founder, which means I got no skills. I can't code, I can't write software, so everyone's writing software for me, 'cause I can't do it. So Todd and Dylan are writing, creating software, and so it was like, what was my job in this whole thing? My job was to figure out how am I gonna, like when the doors open on day one, how am I gonna make sure that there's traffic coming into our funnel so that people are lined up waiting to create a trial? So that was like, while they were up all night coding, drinking Red Bulls, and you know, doing the hackathon, stuff like that, I was hanging out with them, figuring out okay, I gotta figure out Dream 100, who are the people, who's got our dream customers? And so I built my whole Dream 100 list just like I just showed you guys right now and how we did X-rays a couple days ago. I built out the Dream 100 and I started contacting him and calling him and messaging him and sending him stuff in the mail and getting to know them and all sorts of things, right? And when I'm doing that, after I figure out who my Dream 100, there's two things I'm trying to do. One, I'm trying to work my way in, okay, and number two, I'm gonna try to buy my way in, okay? And so working your way in is how do I get, those people who already have my dream customers to promote me, right? Now all you guys have been watching this Traffic Secrets book launch, and I have a lot of people said, man, my entire Facebook and Instagram and YouTube feeds are all filled with people talking about Traffic Secrets, okay? And literally it's my Dream 100s, people I've been building relationships with for years, who I said I got a new book coming out, do you wanna talk about it? And they have. So I worked my way into those relationships, okay? Those people are promoting it, I'm not paying them, they are affiliates, they will get paid commissions if they sell a book, But I didn't buy ads from them, right? I just said, hey, you wanna promote this? And they said yes. So I worked my way in. So if you look at how you work your way into your Dream 100, you can go through the book here on page number 57. I start walking through the process. Step number 1 is called Dig Your Well Before You're Thirsty. And there's a book that Harvey Mackay wrote called Dig Your Well Before You're Thirsty. I remember reading that book and just being like, okay, that's the thing. A lot of times people are like, well, when my product's done, then I'll go start working on my Dream 100. I'll start building relationships. When I'm ready to launch, then I'll go do that. It's like, no, no, no. Like, you need to do that today, because when your product's done, if you come to someone and the first time you meet, like, hey, how's it going, my name's Russell, wanna promote my book? They're gonna be like, dude, I don't know who you are, all you're doing is asking me for favors and asking me for things, right? Your job is to start building a relationship today, like immediately. Start digging your well before you're thirsty, okay? So that's why I led the book with this, because you should start doing this today, right? Let's say you do this on Instagram or on Facebook, right? So let's say Instagram, you figure, who on Instagram already has my dream following? Who are the influencers who already have a huge list of people, right, a ton of followers of my dream customers, and then start messaging them, right? I read you guys a couple days ago in here talking about Dream 100, Rachel Hollis, when she launched her book that became the number 2 best-selling book of the year last year, only losing to Michelle Obama, come on now. First thing she did, she went to Instagram and found everyone who had her dream customers who had over 200,000 followers, and she personally DM'd every single one of them. She started working her way and getting to know them, messaging them, sending them free copies of her product, and like getting to know them. Same thing with Tom Bilyeu from Quest when they launched Quest Nutrition. Same thing, he went to Instagram, found who was all the influencers that had my dream customers, and I'm gonna start working my way in to send them free samples, send them product, and started working their way in. So that's step number 1, is like working your way in and getting to know these people. When your product's launched, they should already know who you are, they should be friends. In fact, I think I tell a story in here of Tim Ferriss. When he launched The 4-Hour Workweek, he did the same thing. He said, I'm writing a book, I need to start digging my well today. So he said, who's my Dream 100? Who are the people that someday I'd love for them to promote my book? And he built a huge list of bloggers and podcasters and things like that, and he started getting to know them, became friends with them, messaged them a year before he launched his book, right? And so he started building, he started digging his well before he was thirsty with these people, getting to know them as he's writing the book, and eventually people are like, What do you do for a living? He's like, oh, I'm an author, I'm writing a book. They're like, what's the book? He's like, it's not done yet, I'll tell you when it's done. And people are like, this guy's really cool, he's just like really nice, and then eventually Tim's like, hey, my book's done, can I send you a free copy? They're like, heck yeah! So he sent all these people free copies of The 4-Hour Workweek, and then he's like, hey, launch day's this day, if you like it, I'd love for you to write a blog post on launch day and tell the world. And on launch day, he had like, I don't know, 1,000 bloggers on day one blogging about The 4-Hour Workweek, and that built Tim Ferriss. And so this whole concept is how it works, right? You figure out who your Dream 100 is, and step number 1, you start digging your well before you're thirsty. And I'm not gonna spend too much time, but we talk about all the different ways to do that here inside the book, and the ways to do it the right way and then the wrong way, okay? Okay, let's see. I'll make sure I'm doing this in the right order, yeah. So step number 1 is dig your well before you're thirsty. Step number 2 is you work your way in. It's interesting, right now while we're in quarantine, my kids and I and my wife are doing the Marvel marathon. So we started with Captain America and then Captain Marvel. We're doing it chronologically. So it's not when the movies were released, but when they chronologically fit into time. So Captain America's number 1, Captain Marvel, last night was Iron Man, tomorrow or tonight's gonna be Incredible Hulk. We're doing the whole marathon, right? And as I was watching, I was thinking about, I remember when Infinity Wars came out and Endgame came out, right? And how did those, how did they launch those movies, right? You think about this. What they did is that the movie theaters, Disney, they have relationships with the people that have their dream customers, right? So like, the Today Show, the Tonight Show, Good Morning America, Late Night, all the different talk shows, right? And about a week before any of these movies go live, what happens? Okay, what happens is that, so again, let's just say that we're Hollywood right now. So Hollywood builds out their dream 100. So here's your dream 100, right? You're like, I gotta figure out how to work my way in and buy my way into these people. This is what Hollywood does, the same thing. It's like, okay, here's the morning shows, the talk shows, late night talk shows. If we're gonna promote this movie, we need to start working our way in today. And so what do they do? They go and all of a sudden you see the guy who plays Thor, Chris Hemsworth, is on every single show talking about the movie. And then you got Iron Man going where, and you got all the people, like all the famous people going on all these shows talking about the movie. Like this weekend the movie's coming out, it's coming out, it's coming out. And they're working their way in to all these channels, letting them know that this thing's about to go live, right? And then boom, movie goes live over the weekend, they make a billion dollars, and that's how they launch movies. The same thing's true in our world, right? Like for the last 2 years I've been writing this book, I built my Dream 100, I got to know 'em, I built relationships, I sent free copies of the book, now I'm doing podcast interviews, Facebook Lives, I'm doing all sorts of stuff talking about my book, getting it out there to the world. Okay, same thing's true for your product, the same thing, you start working your way in. Then you call it, we call this working your way in or earning your traffic, 'cause it's free, you're not paying for it, you're paying with your time, your relationships, but it's the best kind of traffic, 'cause it's, First off, it doesn't cost you any money. Number two, usually it's coming with a personal recommendation, so it's the best type of traffic you can get. Okay, so work our way in. So the first goal is to work our way into everyone inside the Dream 100. In fact, on page 64 you see, here's a picture of it there. I figure the person that tried to figure out how to work my way in, okay, so I go through all my podcasts, how do I get on everyone's podcast? I wanna hit the podcast circuits. Here's all my YouTubers, how do I get on the YouTube circuits? Here's all the people that Facebook Lives, all the people that have email lists. I'm trying to work these circuits and get into every single person's thing. Right? So that's how I worked my way in. In fact, when I launched the Expert Secrets book, I show a picture here, but I spent, and some of you guys saw the video, I did a whole YouTube video about this, I spent 10 years building a relationship with Tony Robbins and my Dream 100, and when the Expert Secrets book came out, I said, hey, can you interview me about my book on your fan page? He's like, okay, and he interviewed me, and this video, this interview got 3.1 million views of Tony interviewing me when the last book came out. Okay, I was working my way in. Didn't cost me any money, but I got in there and got this free promotion. Now, that's the first thing is that, is working your way in. The second way is you buy your way in. Now, in a perfect world, everyone in your Dream 100 would just promote you for free, right? But the reality is for 10 years, for example, Tony Robbins didn't promote me for a decade. I was working my way and working my way and working my way in. But what's cool is during that time while I'm working my way in and hoping to get him to promote me for free, I'm still able to go and buy my way in. So I was able to go to Tony Robbins, he's in my Dream 100, right? And I targeted his fans, his followers on Facebook, and I bought ads to his followers. Okay, I know his followers are my dream customers, so I bought ads to those people. I do that, Grant Cardone's followers are my dream customers, so I bought ads to those people. And I did that same thing. So there's two sets to the process. You figure out who your Dream 100 is, and number one is you're going and you are working your way, trying to get free exposure to their following, to their fans, to their audiences. And number 2, while you're trying to work your way in and get free exposure, you can also buy your way in. All the advertising platforms nowadays like Facebook and Instagram and YouTube allow you to buy ads directly targeting certain people. Okay, so if I have your dream customers, you can buy ads to say, everyone who follows Russell Brunson, I want them to see my ad. You can do that really easily. Okay, if you're selling a health product, you can say, everyone who follows Dr. Oz, show them my product, right? And so like, while you're waiting for Dr. Oz to put you on the show someday in the future while you're building a relationship and trying to, get on his show to get all this exposure, you can at the same time, you can be buying your way in today. You don't have to wait for him to say yes. Facebook, Instagram, YouTube, the channels have already said yes to you. Okay, so I'm working my way in and I'm buying my way in. People always ask, well what's better? Is it better to work your way in or to buy your way in? And the reality is you want both, okay? Here's a little graph here if you can see. If I'm buying my way in, boom, I get a big spike immediately, right? I start getting traffic like yesterday. Like I can get traffic super, super fast, right? I work my way in, it takes longer,, but over the long term you can get way more traffic from that. So the reality is you want both. You want the immediate traffic and sales coming in from buying your way in, and you want the long-term consistent free traffic, and if you're doing both at the same time, that's the best way to do it, okay? ClickFunnels is built up of a lot of traffic from both things. Free traffic that we're working our way in, as well as paid traffic that we're buying our way in, okay? And so, yeah, that's kinda where we're starting. Ah, I could spend like 6 years going on this, but, You gotta get the book, you guys. You have to get it. It's so, you can't say it about your own book. That's like annoying, but I worked really hard on it, so I can say that. I think it's really good. I'm really proud of it. It's funny 'cause like when you finish writing it, you're like so proud of it, and then there's this phase where you have to send it to people to read. And man, it is a scary, scary phase. I remember sending it to a whole bunch of my friends and just be like, here's my new book. And like, and then just waiting and like, hoping and hoping. It's funny 'cause at first you don't hear back 'cause books take a long time to read and you're just like, oh my gosh, they must hate it. I'm really, really scared. And then a couple weeks ago I was at Tony Robbins' 60th birthday party, which was insane. I'm sitting there and I saw Garrett White across the room and he came over and gave me a hug and then he's like, in the way Garrett says it, brother, he's like, I read the new book. I'm like, oh yeah, what'd you think? Like freaking out, like, oh, I hope he, and Garrett's like been one of the biggest fans of DotCom and Expert Secrets that we have, right? One of our biggest promoters of the book, and he's like, "This one's better than the other two." I was like, "What? Are you serious? Ah!" I was like, "Oh, cool, thanks." And like inside I'm like freaking out because I've been so panicked, so nervous, so afraid that when people got this, like, what if they don't like it? What if they, like, you know, it's the insecurities of the artist. You always will have it as you start putting your stuff out there. But it made me really happy that, anyway, so far everyone who's had a chance to read it has loved it. So many of you guys have had a chance to listen to the audiobook and have told me, sent amazing feedback, so. I'm grateful for it, so anyway, yes, I'm excited. So if you guys don't have a copy of the book yet, now is the time. All you gotta do is go to trafficseekers.com. Again, we're in pre-order right now. These don't ship 'til May 5th, assuming that Amazon opens back up soon. Anyway, that's a story for another day. May 5th, these start shipping, but we are, we'll be shipping from our warehouse, so you don't have to worry about that, but if you go to trafficseekers.com, you can pre-order, but the audiobooks are, there's an order form bump for an audiobook, so if you wanna start listening to it today, you can start listening today. I spent 3 hours, or 3 days in the studio in the studio reading it. It's a 7-hour audio, I think, of the whole book, so you can start listening to it today and have it ready by tomorrow. And it's gonna be awesome. So, yeah, anyway, I'm excited for you guys. I hope that you enjoy the book when it comes out. And I've gotta jump, I've been working my way, and I've got interviews starting in 4 minutes with a whole bunch of other people who are gonna be talking about this book, so I'm gonna jump off and jump on the calls with them, you guys. Yes, I practice what I preach. But now it's time to get your book, go to trafficsecrets.com. And I hope you guys enjoy, I hope you guys love it. And again, while you're waiting for the book to show up, there's the audiobook you can upsell, but there's also those 5 videos you get. One of them is me talking about Traffic Secrets at Funnel Hacking Live. There's one from Prince EA, who's got over 3 billion views on YouTube. There's Peng Joon's video. There's a whole bunch of amazing traffic videos you get instantly when you get the book, so go take advantage of that as well. And with that, at trafficsecrets.com, someone said where at. So anyway, I'm jumping off, I got a call in 3 minutes. I appreciate you guys, thanks for hanging out with me today. And we'll talk back tomorrow. Tomorrow we're gonna be going into The next secret, which is, ba-ba-ba-bum, traffic that you own. This is the most important type of traffic, so we'll cover this tomorrow. Again, there's 3 types of traffic. Traffic you control, traffic that you earn, and traffic that you own. So tomorrow we'll talk about traffic you own, the most important, most vital, most fun type of traffic. Thanks, you guys, trafficsecrets.com, appreciate you all, and we'll see you guys tomorrow. Bye, everybody. 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 book, bestselling 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.