Hot Traffic is made up of people who already know who you are. They’re on your email list, they subscribe to your podcast, they read your blog—you have an established relationship with them. You’re going to talk to these people like they’re your friends (because they are). You want to use personality-driven communication. Tell them stories, share your opinions, and let them into your private life a little bit. Remember the Seinfeld email examples from the last chapter? They each brought me over one hundred thousand dollars because I had hot traffic, and I knew how to talk to them.
