DotCom Secrets: The Underground Playbook for Growing Your Company Online

by Russell Brunson

A Warm Traffic Bridge

All that traffic needs is a little note of endorsement from a person they trust; then they’ll be in the right frame of mind to go to the landing page.

A Cold Traffic Bridge is the holy grail of online marketing. If you really want to scale your business, you have to learn how to convert cold traffic.

They talk to cold traffic in the wrong language, and nobody buys. To fix this, you need to make your offer more general.

I bridged the knowledge gap using a pre-frame.

For hot and warm traffic, the ad or email generally serves as the pre-frame.

Whatever product you’re selling, it’s critical that you match your message to your traffic’s temperature and knowledge.

We can do the same thing with YouTube testimonials. If someone puts up their own video about one of our products, we’ll ask them to add some keywords to the description and add a link back to our product’s site.

Another cool type of bridge page is a survey or a quiz.

We plant seeds, and the visitors start wondering about a question we asked.

Phase #3: Qualify Subscribers

Qualifying subscribers is done through an opt-in or squeeze page that offers something of value in return for contact information.

Phase #4: Qualify Buyers

Immediately after you qualify your subscribers, you want to find out who among them is a buyer.

Don’t wait a day or a week. Qualify buyers right away.

a buyer is a buyer is a buyer. If someone is willing to buy from you once, they’ll continue to buy from you as long as you keep offering value.

At this point, I have two lists: subscribers and buyers. Each list is unique and gets treated differently.

Phase #5: Identify Hyperactive Buyers

These are the people who are in some kind of pain right now and will buy more than one thing at a time.

You want to identify these people as quickly as possible. Who’s in pain right now? And what are they willing to buy right now to alleviate that pain?

And when they’re in pain and want relief, they will spend money in that quest.

Phase #6: Age and Ascend the Relationship

During this step, you want to age and ascend the relationship.

If you’ve followed the five phases of the funnel up to here, you’ve already moved people through the first level or two (or three) on your Value Ladder.

Phase #7: Change the Selling Environment

Let’s Review:

You need to break out and examine each of the phases your customer passes through in your sales funnels.

In this way, you can help people ascend to the next level of your Value Ladder.

THE TWENTY-THREE BUILDING BLOCKS OF A FUNNEL

As I said, I think of sales and building funnels kind of like playing with Legos.

Try it. Test it. Tweak it. And start all over again.

This chapter is going to show you twenty-three of the most effective building blocks for your sales funnels.

I highly recommend you start with my version, simply because I’ve tested these in the real world over and over.

The twenty-three blocks I use most often are used at specific times during four specific phases in the funnel: the pre-frame bridge, qualifying subscribers, qualifying buyers, and identifying hyperactive buyers.

PRE-FRAME BRIDGE

Quizzes:

Agitate the problem your business solves for them.

Articles:

Someone clicks your banner ad and lands on a website with a pre-frame article. It might be a case study of how you helped an individual solve a problem.

Then you add a call to action somewhere on the page.

News:

Blogs:

Videos:

The video should agitate the problem for the viewer or educate them on some process or idea. The

Email:

Presell Pages:

Sometimes you have to educate people before you sell to them. A presell page tells a story.

QUALIFYING SUBSCRIBERS

The next phase is to qualify your subscribers. Remember the goal here is simply to get people to opt-in to your list, subscribe to your newsletter, or request a free offer you’ve put in front of them.