Russell Brunson - Traffic Secrets To Get Your Dream Customers

When I launched my very first book, the Dotcom Seekers book, I didn't know any podcasters. I went through the whole podcast directory and there's, you know, hundreds of really good podcasts. So I sent every single one of them a copy of the book, and they're like, hey, here's my book. Can I be on your podcast? And within, like a week, I got a call back from. I didn't know him at the time. I knew who he was, but I didn't know him personally. It was John Lee Dumas from Entrepreneur on fire. And JLD's like, Dude, your book's awesome. I want to interview you on the podcast. And I'm like, okay. So he interviewed me on the podcast. We told some stories like this. I told people, go buy them a copy of the book. And from that one, that one interview sold over 500 copies of the Dot Com Secrets book. So I got one yes. I got 500 customers from it. Right. And then I got a whole dozen other podcasters who had let me on the shows as well. And like. And like, that strategy is really powerful because one yes opens up a thousand yeses.

Boom, boom, boom, boom, boom, boom.

What's up, everybody? You're listening to the Hustle and Flow Chart podcast with your boys, Matt Wolf and Joe Fear. Wiki wiki Wiki. Yo.

Sup? How are you?

I'm doing well. We're still in lockdown.

We are in lockdown. So we're virtual again. It seems to be working out. We still got our flow. Still a little lag, you know, in the interwebs since everyone's using the Internet right now.

Yeah. Yep. Today we actually have a. Kind of a legend in our marketing space. You know, he's legendary. He's known for potato. Very popular course that he put out. Yeah. The potato gun course.

How to make a potato. Potato gun dot com.

That's obviously what he's most known for in the world, is the potato gun stuff.

You know it. And you know Clickfunnels as well. Yeah.

He's also one of the co founders of ClickFunnels. He wrote.com secrets, expert secrets, and Traffic Secrets is the newest book. And today on this episode, we're gonna really hone in on the traffic secrets.

Stuff with Russell Brunson.

With Russell Brunson.

Let's not forget who.

So we got Russell on the show. It's a shorter show, but we got a lot with the time that we had. And yeah, we had the pleasure of getting the books actually, before they're even released right now, or at least this new book, Traffic Secrets. And obviously we've chatted with a lot of traffic folks on the podcast. But what we both love about Traffic Book Traffic Secrets is it's not like here, click this button and do this thing, do that thing, that are just outdated in like a week. But it's like, here are the paradigm shifts that you need to go through to really understand traffic, but not just like the ad networks or all that stuff, but like the business as a whole. And I think there was. There was a lot of big aha's for both of us that we experienced.

Yeah. So this is a very densely packed episode. We had 30 minutes with Russell today, and so we tried to get as much out of this episode as we could. And, you know, we, Joe and I felt like the biggest impact we can get was really focusing on those paradigm shifts that, you know, Joe was just mentioning. I also, out of curiosity, wanted to know the story behind how he got on the Prophet and got to know Marcus Lemonis. And he graciously gave us that story as well. But what you're really going to come away from this episode understanding is why you should be using these different traffic sources and like, what their uses are versus the actual tactics. You can get the tactics in his book, you know, his Traffic Secrets book. We actually have a URL for you. If you go to hustleandflowchart.com traffic, you can go get his Traffic Secrets book and he breaks down the tactics. Like he literally at the end of each chapter says, if you're going to use Google Ads or if you're going to use Google, here's what I would do on a daily basis, here's what I do on a weekly basis, here's what I do on a monthly basis. And he breaks it down to that granular level. And that's all inside the book. So what we wanted to talk about here is more of the why behind the various traffic strategies, the sort of higher level hows the Dream 100 concept, the philosophies, the why you should understand the history of these various traffic sources. We really dive into a lot of that kind of stuff in this episode.

Yeah. So even if you're a, you know, if you're a novice, starting with no traffic or even no business right now, Amazing first start is to get the Traffic Secrets book. But also, even if you're a veteran, guarantee, like, there are just minute things you probably haven't thought about. And I really do love his Dream 100 concept. And it's it's kind of sprinkled throughout the entire book in different formats. And we cover that inside this in this podcast at a high level. And you can see exactly how it then translates into actually running traffic too. But also it's kind of like how we use the Dream 100 to get guests on the show. I mean, I even said to Russell, I'm like, you were on there, but he does the same thing. And like I said, Marcus Lemonis was on his Dream 100. And then that turned into what you just said, being on the profit and all these other things, building funnels for him. Really cool stuff, man. So, yeah, hustleandflowchart.com traffic you can get the book. And it's. He basically, you know, it's. I think it's like 10 bucks for shipping. It's something like that if you're in the US like Russell said in this episode, maybe a little bit more international, but either way it's a no brainer if you hustle on flowchart.com traffic.

Yes. And speaking of traffic, Ahrefs is a really cool tool for SEO.

They are absolutely amazing and perfect timing for this episode too. So you've been actually using, using ahrefs to uncover. We might have already talked about it, but I feel like you're digging in deeper with ahrefs. I feel like we've used Ahrefs for what, like three years or so? Three plus years. A long time. And then like just the other day you're like, hey, look what's happening over here. I'm seeing some trends like that are very interesting for these keywords for this product that we sell as an affiliate. Hey, I think we should run some more ads over here because search traffic's going way up and we didn't know that.

Yeah, no, I'm literally going into ahrefs and doing a search for specific terms and looking at the trends of how SEO or search traffic is affecting these keywords. Right. So I could go in there and see like, ooh, this keyword. More and more people are searching for it. Maybe we should try to SEO some content around it. Maybe we should buy some ad traffic to that keyword and really sort of leaning in on some of the trends we're seeing, which was is kind of something new that I've been doing that and, and finding PPC terms. I've actually recently learned that I could go and plug in some of our competitors URLs in there and it'll tell me what PPC terms they're bidding on and I can decide whether or not I want to bid on some of those same terms. But just so much cool stuff that you can do with it.

Yeah. So ahrefs, it's a H r e f s.com and yeah, they're amazing sponsors and you can get a trial for seven bucks, seven day trial and basically experience all of these features. And there are a lot so doubt you can get through them all in seven days, but you can sure as heck see what's possible, possible and then start a handful of these things. Like do what Matt just said, basically look at your competitors and like, boom, look at all these opportunities right there and you can see what's actually working for them, where the traffic's at. So ahrefs, you'll love it.

Yeah. And, and I did mention this was a fair, fairly densely packed episode where we kind of squeezed a lot of content out of Russell in a. In a short amount of time than we. Shorter amount of time than we normally have. Which means you're probably gonna want the notes on this. You can get the notes by going to hustleandflowchart.com computer or you can text the word comp to 38470 and we'll hook you up with the notes there too. If you do decide to become an Evergreen Profits member, you'll be able to access the whole video version that we did because this was actually on video with Russell. We'll make sure that's in the members area for anybody to view so you can actually see ours and Russell's beautiful face on camera while we have a conversation together.

He showed off his some diagrams in the book for demonstration purposes. And I think he was in his house because he's quarantined too, or locked down. So it's like we're all getting different experiences with folks right now, you know?

Yep. So optinflowchart.com comp to get the notes or text the word comp to 38470. You can get the notes for free. But you got to be quick. They're available for two weeks. After that they get locked into the members area and you got to be a member to get access. Let's go to chat with Mr. Potato Gun. I mean, Russell Bronson.

Russell, thanks, man. We'll do a kind of re intro.

Thanks for coming on the show here. And yeah, we're talking about traffic secrets and everything. Traffic related and what it's like the end of your trilogy with the whole box set that you got behind you, people watching. So it's fascinating, man. I felt like it was a good perspective shift when it comes to traffic, of how to organize traffic and how to do it consistently. I felt like that was kind of a big takeaway for me. Matt's playing with the box over there.

I'm just trying to get my copy out so I have it in front of me.

It gets stuck in the box.

I haven't been working out in quarantine, so I got to do this.

Yeah. I think what we wanted to talk to you about today on this episode is not necessarily getting into the actual traffic tactics. I mean, anybody who grabs this book, which you're going to be basically giving it away, anybody who grabs it can actually get the tactics by reading the book. I think what we wanted to talk about is more the sort of philosophy behind the traffic and talk a little bit about the sort of mindset shifts that people need to have. Because I think that was one of the things that Joe and I got when we went through this book is there's a lot of different perspective changes around traffic that you get from going through this book. The tactics are in there as well. I love how at the end of each chapter, you've got a little breakdown of daily do this, weekly do this, monthly do this. I mean, that's amazing. But I think what was the most valuable for me was just some of the perspective shifts around, like, the dream 100 and knowing the sort of goal behind the traffic sources and things like that. So I think that's where we really want to sort of dive in.

Cool. I think it's interesting because most people, when they think about traffic, especially because the last, like, I don't know, seven or eight years, like, traffic's been kind of easy. Like, you go to Facebook, you set up an ads account, and boom, you got traffic. And. But for anyone who's been doing this for a long time, you remember back. Back when we got started, like, I got started before Facebook and before MySpace and before Friendster, before they were. And it was different. Like, we, like, I remember seeing, like.

How do I get traffic?

And everyone's like, I don't know. And so we just try stuff all the time. And I remember back then I wanted to learn this, but it wasn't like Internet marketing people you could hire seminar. Like, there wasn't that kind of stuff happening back then. So I joined this group with all these old school direct response guys like Dan Kennedy and Bill Glaser, and. And I remember joining and I go to this thing and I was the only Internet nerd in the room. And they used to tease me so bad, they like, they'd come in with a letter and envelope like, russell, this is a letter. We send these in the mail. People can actually open them. Have you ever seen one before? Like, you know, but I remember one at one of those first meetings I was at. I can't remember who it was. One of the guys there said, he said the reason why a lot of Internet marketers struggle and they have these big ups and downs is they think the Internet a business. He's like, the Internet's not a business. You guys understand that, right? And I'm like, no, I thought it was a business. He's like, no, no. The Internet is a media channel. It's like if you look at direct mail and radio and TV and newspapers, those are all media channels. And the Internet is just a media channel as well. And when you understand it that way, it's like the principles that work in direct mail and radio are the same principles work over here. And so you look at it a little bit differently and like, oh, this is the media channel. So the stuff that we knew were like, all the strategies that work in these other channels also work here. As opposed to. Most people are like, oh, I do Facebook ads. They figure out like this one loophole, this one tactic, and they do that. But if their ads account gets shut down or prices change or whatever, most people like, that's the end of their business. They lose it. And so my goal with this book was to get the whole conversation for all this. Entrepreneurs is thinking differently about how to get traffic. Cause there's so. There are so many ways to get traffic that aren't Facebook and there's so many other ways to do it. Most that are better, but nobody knows about them because they're all just focused on the one simple one that's easy to do right now. One of my major goals with this.

Yeah, I think you achieved it, man, because you started off with talking about how to make a potato gun.com and how getting all started. I remember those days too. I remember looking at the website. It was great, man. Never made one though. Probably should. But you had a good story in there how it was just really cheap traffic at the time. And then the Google slap days came and it basically forced you to innovate and create a funnel on the back end so you can then earn off of the, what, $3 clicks or so it was on the front end. I just thought just that story. And then the evolution of obviously more platforms Increasing rates or restrictions or whatever, it might be competition. My whole takeaway from that was it's forcing entrepreneurs to really get innovative and creative with funnels and that back end system. And without that thing, I mean, you're kind of good luck. You might get lucky here and there. But I kind of wanted to talk about that and that whole perspective change that you had back then and how it carries over now with funnels and kind of that whole unseen piece of the traffic funnel.

Yeah, it's interesting because I think a lot of times people are like, oh, traffic is over here and funnels are over here and they're different. And you read the book, you'll see how, how close they all fit together, how important they are, because traffic is not hard to get, right. I can go outside and I can go to any platform and dump money in and people will show up my website. But if, like your funnel's not good, it doesn't convert or doesn't make up money. Like, it doesn't. So, like, the two things work hand in hand. And one of the, one of the core principles I learned way back in the day was from Dan Kennedy said whoever can spend the most money to acquire customer wins. I didn't understand that at first. I was like, he said that it kind of, it's didn't mean much to me. And that's when I had my little potato gun dvd, right? I was selling my potato guns and you know, I tell the story in the book, but like, yeah, at first I was. It was super. Like, it remembers Google back 15, 16 years ago. It was so simple. Like, clicks were like 5 cents a click. It was so simple. Like you just put up an ad, put up a thing, and you just, it just worked. You're like. I remember thinking I was the smartest person on the earth. Like, I'm a genius, you know, I thought it was so cool. And I was for like two or three months until, like, I was at the very end of this, this amazing gravy train where all of a sudden this thing came that we call the Google slap. And instantly I went from 5 cent clicks, like $3 clicks. And now, like, I would, you know, before I would spend, I don't know, $10 to sell a $30 DVD. Now I was spending like 50, $60 to send to sell a $30 DVD. And really quickly that the Met, the math does not work on that. And so the rules all got changed. I'm like, I don't know what to do. And that's. I had a Couple of experiences about that time. One I heard this guy named Mike Lippman said. He said, amateurs focus on the front end. Again, I'm like, I don't understand what he's talking about. But all I had was my potato Gun dvd. And then I had this one friend who came up to me and he said, well, when someone buys your dvd, what else do you sell them? I was like, that's all I have. The only product. He's like, dude. He's like, you're missing the whole. He's like, when you go to McDonald's, they sell you a Big Mac. What's the first question they always ask you? I don't think they do it anymore. But they did back in the day, right? And they're like, well, do you want to. They would upsell you. And he was like, yeah. You realize McDonald's makes $0 on their big Mac, right? They lose money. They make money when you buy the fries and Coke. That's all the profit comes from fries and a Coke. I was like, huh? I was like, well, how does that work for my potato Gun dvd? And he was like, well, he's like, what? What's the next thing somebody needs? They buy the dvd. What's the next logical thing? And I'm like, I don't even know. And it was like, oh, the next logical thing. Well, then now they have to go to the store and they gotta buy pipes and a barbecue igniter and, like, all these things. He's like, well, what if you upsold them a potato gun kit? And I was like, oh, my gosh, I could do that. So I found a guy. Excuse me, I'm in Boise, Idaho. So we're like Potato gun or potato capital of the world. And there's a guy in northern Idaho who, lo and behold, makes potato gu for a living and drop ships. And so I set up a deal with him, and we said, someone buy my dvd. They'd upsell these potato grind kits, and he would drop ship them to them. And sure enough, one out of three people who bought the DVD started buying these kits. And so because of that, I was making way more money for every customer. And so Google's ad cost didn't ever come down, but I was making more per customer. Now I was spending the same $50 a day, but I was making $150 because the funnels was better. And also, like, I got what Dan Kennedy said. Whoever spends the most money to acquire customer wins. I was like, I can spend $50 to get a customer and nobody else can. And that's what that was like the light bulb for me. I was like, the funnel. That's the big secret. And we started geeking out and I started going to all these other businesses like, okay, let me take your business and let's take it from a static product to a funnel. And there's different funnels, different ways. And we started doing that and it became fascinating because if I got the funnel right, I could spend five times more money to get a customer than anybody else. And we would just demolish everyone else in the market. We'd just suck up all the customers. Getting those two pieces together, like the traffic and the funnels, that's when it gives you the ability to really blow things up quickly.

Yeah, I love that. I had a question because this came up in multiple chapters in the book. Every time you talked about a new sort of traffic source, every time you talked about Google or Facebook or one of those sources, you talk about understanding the history of the traffic source. Why do you think it's important to understand the history of the various traffic sources?

Yes. So if you had asked Russell this like seven years ago, my answer been completely different. Because back seven years ago, my goal was like, what's the loophole? Like how are we gonna, like, how are we gonna like get, like, what's the backdoor access thing to get all the traffic? You know, like if I can figure out. So like we used to study Google and stuff. Cause it's like, what are the algorithms? How do we, and how do we beat the system? And for years we would do that. And it was, it was like there were pros and cons because like we figured out we spend like six months doing all this stuff and we get ranked back on page number one and like a bunch of money's coming in, like, ah. And then like it was shipped again, we lose it. But it was always like this thing where we were trying to find the loophole and exploit it. The problem is like when you're doing that, you're always kind of, it's just like, it's not a long term business. So when we launched clickfunnels, I remember talking to my team, I was like, let's do this differently. Let's don't try to figure out the loophole. Instead, let's really get aligned with what the networks want. Because if we can align with them and give them what they want, then they'll reward us. Which is a different mindset than I ever had because I think most entrepreneurs were like, how do we hack the system? And I was like, okay, I'm going to try to, like, how do I bow down to the powers that be and, like. And do it the way they want? And so for me, I like going to thinking, like, understanding the history of, like, what have they did and why have they done it, and why have they done it? Because then if I see where they're going, what they're trying to do, and I can see where they're trying to go to, then it's like, okay, this is what they're rewarding people for right now. It's not the loophole, but this is what they want to create. So it's like, now I know I understand what they want me to create. Let me go and create a bunch of those things. I think that one of the first times I ever had the success was when Google first launched Google Hangouts, and they wanted people publishing on Google Hangouts or whatever. So I was like, okay. So I started publishing daily on Google Hangouts and, man, any keyword, I would do a Google Hangout about the next day. Within, like, hours, I was on page one for that. So I was doing Google Hangouts like, four times a day on every keyword, phrase I could think of, and they were rewarding me, and it grew, and it was amazing. And that was the thing. Facebook was the same thing. When Facebook Live came out, they were rewarding people like crazy because they wanted to get everyone to move off of Periscope and come over to them, right, and start publishing. And they rewarded us. So it's like figuring, like, where are they going, where they want you to do, and then do that, and they'll just reward you as you do it along the way. And so that's kind of the mindset shift. And so each of these chapters, like the networks I do show, I kind of try to show that the history and then how understanding this history gives us a glimpse of where we should be going, but it also helps you understand that, like, again, my biggest fear of writing this book was what happens if next week the government shuts down Mark Zuckerberg and Facebook is no longer there or whatever?

Who knows?

I don't want the book to be irrelevant. So it's like, when you understand the principles, it's like, okay, what's the next platform that's coming out? If it's TikTok or Twitch or some new system that all of us are gonna make next weekend that comes out, how do you understand these things? So you can apply it to whatever the platform is at the time.

Yeah. And that was actually my bigger. That was the very first thing I thought about when I saw Traffic Secrets and got it in the mail. I was, uh. Oh. So again, I have a bunch of screenshots of, like, Facebook or Google platforms. I'm like, this is going to be over in like a month.

There's some quick Russell.

Yeah, yeah, good luck with that. But it doesn't. And that's the beautiful thing, so. But yeah, I love it because, I mean, like, in Facebook right now, groups are really big and engaged.

They ran super bowl commercials promoting groups.

Right.

That shows how much Google wants you to be doing groups right now. So it's like, okay, if they're going to buy super bowl ads to get people in groups, that's what they want us to do. So let's go build groups right now. And you'd be crazy not to.

Yeah, that's right, man. We're seeing almost. It's almost on par with the email list right now, which is ridiculous. Doesn't take a lot of work. Yeah. So one of the things you bring up, too, and I thought, this is really cool because we modified this from, I think, a mutual buddy of ours, Roland Frazier and chet Holmes, the Dream 100 strategy. We use it to get dream guests on our podcast. You were on there and a whole bunch of other folks. But I like how you're using it to get your dream customers. And then of course, extended into all these other methods. And one of the questions, common question, is like, how do I start? I have a business. I don't really have connections. I don't know what to do. Where do I start with my traffic? And I really love what you're saying is get to know and really love and understand and just obsess over your dream customers. So can you go ahead and give us just like an overview? I know it's a deep strategy, but of the Dream 100 strategy from your side of things.

Yeah. I did initially learn from Chad Holmes. Chet was a friend of mine before he passed away, and he would use the Dream 100 strategy. What he would do. For those who don't know, he would go and say, okay, here's the hundred clients that I want to land as big, huge consulting clients. So he had 100 people, and he'd go aggressively market to these hundred people. He had all campaigns what he would do. I remember he told me that I was like, well, I sell books and I sell software. I can't spend $500 on a campaign to get someone to Buy a book. I'll be broke really quick. And I couldn't quite connect the dots for a little while. And then one day I realized I was like, wait a minute. And I talked about this chapter one of the books, like, who is your dream customer? Chapter two is like, where are these people congregating? Right? So it's like, for example, say you're a health and fitness. So your dream customer is obsessed with health and fitness. What are the health and fitness blogs that they read? Maybe there's five blogs or 20 blogs. What are the podcasts they listen to? There's a whole bunch of podcasts. What are the Facebook groups they're part of? What are the. You start looking for all these different congregations. That was step two, and then step three was like, now I found, like, there's 300,000 people on this blog learning about health and fitness. Who is the person that owns that blog? Who's the person? If I can get them to like me and build a relationship that they could, like, basically give me access to the entire. You know, to a hundred customers or a thousand customers. Who's the person who owns the podcast? And so one of the things we show. I think it's page 41. Yeah, page 41 in the Travis Secrets book for those who can see this. I know some of you guys are listening, but if you can see it, I have this little chart here. It has all different networks of Facebook, Instagram, podcasts. So what I do is I go say, okay, who on Facebook already has my dream customer? So who's already congregating together? They've got a group or they got a fan page, or they got something where my customers I want are already hanging out there. So I write down the names of all those people here. Then I go to Instagram, who are all the influencers that my dream customers are already following? And I list out all as many of those as I can. Then who are the people? All the podcasters have? Have my dream customers listening to the podcast and YouTube. And I go through all these different things, and eventually I get a list of like a hundred people or so. Maybe 150 or two. I mean, you know, it doesn't have to be a hundred. Exactly. But whatever it is, you have your list of your dream 100. And then the question is like, okay, how do I market directly to these people? Because if I can get one of those people to say yes, it's not like I made one customer. It's like, if that person says yes, it could open up 500 or a thousand customers. A good example is when I launched my very first book, the Dotcom Seekers Book. I didn't know any podcasters. I went through the whole podcast directory and there's hundreds of really good podcasts. So I sent every single one of them a copy of the book, and they're like, hey, here's my book. Can I be on your podcast? And within, like, a week, I got a call back from, I didn't know him at the time. I knew who he was, but I didn't know him personally. It was John Lee Dumas from Entrepreneur on Power, entrepreneur fire. And JLD's like, Dude, your book's awesome. I want to interview you on the podcast. And blah, blah. I'm like, okay. So he interviewed me on the podcast. We told some stories like this. We told people, go buy them a copy of the book. And from that one interview, we sold over 500 copies of the Dot Com Secrets book. So I got one yes. I got 500 customers from it, right? And then I got a whole probably dozen other podcasters who had let me on the shows as well. And, like, that strategy is really powerful because one yes opens up a thousand yeses. And so it's kind of how we begin. And as you get deeper in the book, that strategy is the core to everything, right? Because the same thing like. Like, where do I buy ads from? Well, what if I buy ads from the following in my dream 100, right? Like, JLD, I'm gonna promote on the show, but maybe I can buy ads in his podcast. Maybe I can follow his people on Facebook and Instagram and show them, you know, so it's like all of our traffic strategies are all based off of this one core foundational concept of the Dream 100.

That's what I really liked about that too. And even in the book, there's what, three phases? I think they're in like, 13 or 14 days, segments of kind of like always how to keep that engine running with the Dream 100. So it's like, all right, once that person's off the list, obviously, nurture, do what you will, but throw another person on there, study them, and then kind of go through the motions. That way, everything is just very systematic. And it just kind of makes it just clear as day. You're just like, oh, okay, this is what I should do. It's not this whole mess of, like, I don't know what to look at in the interwebs. But yeah, so I thought that was radio. Matt, do you have something over there?

Yeah, well, it's sort of a change of topic, but it's more of a curiosity question. So I'm a big fan of the show the Prophet with Marcus Lemonis, and there was an episode where ClickFunnels was featured for the Watch company, and I'm kind of curious how that whole thing came about, just, you know, just out of interest.

Well, so number one, Marcus Lemonis so is my favorite. That's, like, my favorite show. I love it. So he was like, definitely my dream 100. But I thought he was like. He's like. He's like the CEO Camping world runs a billion businesses, and he's on tv. I was like, there's no way. But he was on my list. So I'm like, well, how do we get to him? And I tried messaging him, and nothing. I tried a bunch of stuff. So finally I'm like, we have our event, Funnel Hacking Live. Maybe I'll hire him to be a speaker. And so finally got a hold of someone on his team, and they. So we hired him to come speak at Funnel Hacking Live. So he did came, and they gave us this time to get to know him, build a relationship with him. And he liked our. I mean, our audience loved him. He loved them. And I remember right before he went, spoke, we sat down and he's like, so, what do you guys do? And we're like, oh, we're like a funnel builder, or, you know, website builder. And he's like, well, why is everyone out there so excited? Because I've been to website conferences, and people don't normally go crazy. I'm like, oh, well. So we kind of explained him what a funnel was, and he got all excited. So after he spoke, when he left, he. So funny. Most of the people that speak at our events, like, they come in their private planes and all these things. Yeah. Marcus Lemonis, like, jumps into the Uber and, like, take. He was so cool. Like, so laid back. But anyway, he's texting me from the Uber. He's like. He's like, I want you to build funnels for some. Like, some of my companies. And so he ended up. We built funnels for, like, if you watch the show, like, Sweet Pete's and.

Pop Hack and Inca Shoes and, like, five or six companies of his, we built funnels for.

Yeah.

And then one day he messaged me, and it was so funny because he's like. He's like, you're being recorded right now. Is that okay? And I'm like, yeah.

Hey.

So I'm here right now with two Guys, and they have this company called Flex Watches, and they know exactly who you are, and they need a funnel. And, like, would you really come out here and build a funnel? I'm like, you know, but it all came back. And, you know, then we're on the show and a whole bunch of amazing stuff came from that. But it all, you know, you rewind back. It all came back from, like, he was on my dream 100 and we target him. We figured out how to build a relationship. Like, all the stuff we talked about in here, we did. Excuse me. At the same time, we're also buying ads to his audience. You know, like, they're like, we're doing the whole process. He was just one of the people on the Dream 100 who I looked up to and admired, and luckily we had a chance to work with.

That's so cool.

That's really cool. And that was actually something, actually Roland Frazier. That's just how we use the Dream 100 as well sometimes is like, hey, you let us know. It's like you can pay for them to be a speaker, even on your podcast. But from there, think about the relationship that can be built after you just open the door once and then do your homework using the Dream 100 process. Make sure you're not just flying blind when you get the conversation going. But like, that, that's just a perfect case study right there of anything can happen once you open that door. There was something in your book that actually I liked. I think it was, like, at the very end, and it wasn't like, Traffic specifically, but I think it was a good reframe if you're ever focusing on anything in Traffic specifically was, how can I give myself a raise every day? And just keeping that question in mind, I'm curious from your perspective how you would implement that, of course, in Traffic, but just in life business, how do you apply that?

Yeah, it's funny because, like, most people, if they want to raise, it's like, hey, I'll work for two years and I'll ask my boss for raise. Or if you're a business professional or whatever, it's like, I gotta go back to. I'll get my master's degree and then I'll get a raise. But entrepreneurs, like, we had the ability to write our own paychecks, right? So it's like, okay, how do I do it? And usually for us, there's a couple little hinges that swing big doors, right? Like, for me, if I can increase the conversion on a funnel, I make more money from moving Forward.

Sure.

Every day I come in, I'm like, the funnels are driving traffic to you. Like, what can I do to give myself a raise today? Like, is there a better headline I could use? Is there a different way to structure the page? What is those things? Little things like that. The other side of it, which is more related to traffic, is just how many people come in today. It's like One of the KPIs key metrics we look at every single day. In fact, every morning, all the entire click huddle staff of 400 people log on, do a big zoom meeting just like this. And we all go through our. It's a seven minute meeting. We go through all of our KPIs and it holds everyone cross accountable to each other. But one of them is how many people joined our list yesterday? Because that is like, you know, if you look at the metrics and the math, you make money based on how many people on your list. So how many people join our list today? Like, we're looking at number every single day. And it's like, if we can make that every day, if that grows, you know, click Funnels making more money, which means I'm making more money, which means I'm giving myself a raise every day. So I picked those key metrics that are like, and one's our list, one's conversions, one's how many people join click funnels today. There's a couple little things like that. And it's just every day coming in as a team, looking at that and it's interesting. Them, they say that what you measure grows. Unless you're in weight loss and what you measure shrinks, but everything else measure actually grows. So it's like, what are the things that if you look at them every single day and if they grow, it'll give yourself a race today or it'll make you healthier or whatever that thing is. Look at that. And then daily track it daily look at it. Because the more you look at it, the more your brain starts subconsciously trying to figure out ways to fix it and try to improve it and things like that and just making it something you're super aware of. So that's kind of how we do it with our team. How do we give ourselves? Great.

No, I like it. Yeah. In the book, I think you're like, okay, well how do I add more people to dream 100? How do I bring more affiliates in? How do I get them to promote more, incentivizing them in better ways so that, yeah, it's traffic it's just a really cool question. I was like, ha, I like that. I'm going to write that down. And it's a perfect thing to just go through the books, but just every single day, I think it just really focuses on where you should be at. And it's kind of the whole 80, 20, or even going slimmer down into the options that you got in front of you.

That's awesome.

Yeah. So I guess one more question and we'll let you jump off because I know you got to get to some other stuff. One of the things you talk about towards the end of the book as well is building an affiliate army. And I think. I think right now, in this sort of current environment that we're in, where everybody's kind of stuck at home and uncertainty, I actually think affiliate marketing is a huge opportunity for people right now. What, what sort of advice do you give people for? Let's see, which side of the coin do I want to talk about here? I guess for traffic, how would we go and get affiliates for our product? What's some, like, quick advice or tips for getting people excited to promote one of your products?

Yeah, that's a great question. Affiliate traffic, some of the best traffic, because, like, they promote you, they risk their money, and you only pay them if they make a sale. So it's like, it's great. But I think with affiliates, a couple things. Number one, like, a lot of times your customers, people who already bought your product, are like the best affiliates. A lot of times they don't know how to be an affiliate. So it's like, if you can train them and educate them on how to share this, then they'll become your biggest evangelist ever. I know when ClickFunnels first launched, that was our biggest thing. How do we get our customers, like, telling other customers, like, they have a good experience, they don't know people as well. So we made a really simple process where it's just like, you know, when you log in, like, there's your link, grab it and give it to a friend. And if you get three friends, basically the software's free at this point. So, like, people would share it and that it made it really simple for them. So those kind of affiliates that your customers that you're turning into affiliates, then there's the next tier of people who know what affiliate marketing is. And those guys need a little. They don't need education, but they need, like, incentive. Like, what's gonna get them to do right? So looking for. For cash or bonuses or prizes or something. Something fun. So you probably look notice with click funnels, like about once a month we do some kind of affiliate contest. Like we did a big affiliate contest from the book launch. We did one, you know, every month. Dave's like trying to figure out like what's something. Like let's give away some prizes. Because it's like people need a reason. Like they can promote anything. It's like why would they promote yours? Well, where do they get different? Like why? You know, you try to make things that are fun and make offers that work really well and just, you know, I mean you think about clickfunnels. We've had this for almost six years now and it's hard to get people to keep promoting something for six years straight. So like okay, how do we do it? Well, all right, let's write a book that then they promote that which then gets people into clickfunnels. Let's do a webinar and just giving them different things to promote and different exciting things to be able to keep promoting so that they can keep having different conversations and keep them engaged. So some of the things we do.

I like it, man. Well, let's wrap it up. We always of course tell them about give them I guess the scoop on how they can get their hands on traffic stuff, secrets and maybe even that whole box set too.

Yes. So right now we're doing the pre launch is actually start shipping on May 5, which is coming up soon. So but you can pre launching order right now. I don't know if you guys have a link or want me to send directly to the page.

Whatever you can spit out whatever link you got. We don't have it handy. We should have.

All right, well if you go to traffic secrets.com or click on these guys link wherever they have it. But go to traffic secrets.com again. I prepaid for the books. You just cover the shipping and handling. And so it's like under 10 bucks if you're in the US and a little bit more if you're international. So that's kind of how we get. And there's a whole bunch of five or six free videos that are like amazing. Some of our like Prince EA who's got 3 billion views on Facebook did a whole video on like how to do create viral videos. It was so simple. You're like, God, the guy's brilliant. We got Dean Graciosi with four. We're talking about some of his biggest traffic strategies. It's some really cool stuff you get for free as well. And then for anyone who's like, I want to go into this right now. Some of the upsells are the audio books. You can start listening to this right away. I did spend three days in a studio reading this whole book so you can get the audiobook and then in the upsell path, if you want. One of the things that you'll see is, like, the box set, which is like, my three books.com secrets, expert secrets, and traffic secrets. These are the new, updated, hardbound versions. So if you read in the past, these are the new versions. There's a lot of new stuff. Like, for example, the.com Secrets book initially was 58,000 words. The first printing for this new one, I deleted 30,000 words and ended up over 90, 93, 95,000 words. So it's basically twice as big as it used to be, Mostly new. And then same thing with. I rewrote both these books and then traffic. So they all kind of go together now. And this is the workbook that helps you work through them all. So that's in the upsell flow if you guys want the entire box set, which is nice.

Yeah. I've read the first two, and I didn't realize that these new ones were completely updated and overhauled. So now I get to read them again.

Yes. You'll love it. It's funny because I wrote dotcom secrets initially, it was based on my perception of the world because it just was my thoughts and then launched clickfunnels at the same time. So last five years, I've been able to see hundreds of thousands of other people and, like, taking all that back and, like, making the tweaks to make it more. Even more, I think hopefully better.

Hopefully better in the workbook, too. I think that's cool because you could bounce around and then actually follow along and kind of write your whole process there too. So that was unique. Had no clue that was even attached to it until we got it. Like, hell yeah.

Super cool. Awesome. Russell, thanks so much for hanging out with us and spending the time. Really appreciate it.

Appreciate you guys. Thanks for having me. And thanks for making a fun interview. It's a lot of fun. Yeah, man.

Everybody go pick up traffic secrets. It's amazing.

See you, man. Take care. All right. That was a good one.

Yeah, that was good.

It was short and sweet, but to the point.

Yeah, it was. But you and I, we weren't lying when you were saying that we read the book. I think you read a little more word for word where I did a real quick skim over the book last Night. But got the sort of high level points of the book.

It's a lot to read. Like Russell said too, it's a big.

Book, but there is so much, much in there. You know, I think the thing that I really, really enjoyed about the book was the sort of. The sort of schedules at the end of the book. Right. Like, or at the end of each chapter. So for example, there's a chapter on Facebook ads at the end. It's like, here's what you should do on a daily basis. Here's what you should do on a weekly basis. Here's what you should do on a monthly basis. Right. And he does. He has a lot of like diagrams. It's kind of funny. He's got this real like silly style with like stick figure drawings and stuff. He's really like. The book is really good at drawing out visual elements to explain the concepts.

He's all. Yeah, all the books have done that. So like, they have this whole like, trilogy set that we're fortunate to get a kind of a pre. Box set that had all these. And they're. They're hardcover too. That's not a hardcover.

But like these things with it.

Yeah.

But like these things literally they're like manuals for. Well, this one's traffic. But I would say in addition to this, like, not only just traffic, it's like, it's kind of like how we use our dream 100. It's like opening doors for just new things for your business too, which really, at the end of the day traffic are people. If you think about it, duh. It's not just running ads. It's like the other side of that. There are people, there are relationships and things that you can cultivate and doors you can open for opportunities and traffic. Russell talked about some of those like with Marcus Lemonis from the Prophet. But yeah, like traffic Secrets is. And I know we've talked a lot about it. We don't usually do like a full episode of like, here's a book, book, book, book kind of thing. But literally it's a manual that Matt and I were talking about. It's like there's schedules that will swipe in here and we'll. We will use this for like doubling down on Facebook, for instance. For us right now, that is extremely. It's working very well. Even Russell talked about groups. I brought it up how our Hustle and Flowchart community is. And the Facebook group is basically on par. Maybe even will overtake our email list in terms of engagement and all that. And it's honestly like more fun. You know, it's. It's really cool because we could talk to a lot of your, you know, you guys listening and, you know, it's@flowchart group.com if you ever wanted to join. For free.

For free?

Yeah.

No, I mean, this was a great conversation. I love the conceptual ideas around traffic. I feel like on our podcast we've done a lot of tactical episodes, right? Like, if you want to learn about Facebook ads and really dive deep on Facebook ads, go check out, you know, the David Schloss episodes, the Kurt Molly episodes, the Nicholas Kuzmich episode. We have so many tactical episodes on Facebook ads. Google Ads. You know, we've got John Belcher, we had Justin Brooke talk about Google Ads. We've had so many different, you know, just ninjas with Google. Talk about Google strategies. All of those strategies have been on the podcast before. All the tactical stuff and all the tactical stuff is in this book. But I think the thing that not enough people talk about is the why, the why behind the traffic strategies. Like, why should I be using Google in this way? Why do I need to know the history of Google and why Google was initially developed? Why do I need to know the history of Facebook and why Facebook was initially developed? It's because over the years people are trying, like Russell said it, he put it great, over the years people have tried to sort of hack these methods, right? People have tried to figure out what's the easiest way to get as much Facebook traffic as possible for as cheap as possible. Are there loopholes that I can find, things like that. But at the end of the day, you get a lot better results if you sort of lean into what Facebook wants you to use Facebook for. What Google wants you to use Google for. Right. So I think sort of that high level knowledge behind the various traffic strategies is just as valuable, if not more valuable than any individual tactic that you can learn.

Yep, yep. So it's all those paradigm shifts and I think there's a lot of them for everybody in here, no matter what skill level you got with traffic right now in business. So get the book. It's, it's, you know, it's basically just you paying for shipping and it's tiny shipping and it's 10 bucks or so for us and a little bit more for international. Not sure the exact prices, but just go to hustleandflowchart.com traffic and you will get it. So that's about it, man. I think that's all I got.

I think that's a wrap. Thanks again to Russell Brunson for joining us today. Hustleandflowchart.com traffic is the book. Hustleandflowchart.Com comp is where you can get the notes on this episode.

So that's it.

Thanks for tuning in.

Thank you.

Thanks everybody for listening to this episode of the Hustle and Flowchart podcast, for taking the time to listen. We want to give you something a little bit special. Every single episode that we do, we actually have somebody on our team take notes. We basically have a Cliffs Notes version of every episode where you can go and find all of the tips and tactics that they laid out, all of the resources that they laid out, all the good stuff from this episode. We actually have a nice simple notes version that you can find on our website. So go to evergreenprofits.com find this episode that you just listened to and give us your email address and we'll send you the notes.

Thanks for listening.

Go get it.