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Russell’s focus was never on how much money he was going to make or how big his business was going to be. He always looked through the lens of how to help people go faster.
DotCom Secrets was the “science” of funnel building, Expert Secrets became the “art” behind successful funnels, helping people to move through your funnels and become your dream customers.
Chris Carpenter: Google Cash.
traffic courses teaching the latest tactics.
The people I learned from were some of the old-school, direct response marketing greats like Dan Kennedy, Bill Glazer, Gary Halbert, Jay Abraham, Joe Sugarman, Chet Holmes, Fred Catona, Don Lapre, Eugene Schwartz, David Ogilvy, and Robert Collier.
traffic is people, and people are extremely predictable.
“I went to college for four years to get my degree, then I spent an additional four years at chiropractic college to become a chiropractor. In all that time, not once did they ever talk about how to actually get patients to come to my clinic.”
the people who put all their focus on creating something amazing (instead of also focusing on getting people to actually see what they created) are the people that fail. The biggest problem they have is getting their future customers to discover that they even exist. Every year, tens of thousands of businesses start and fail because the entrepreneurs don’t understand this one essential skill: the art and science of getting traffic (or people) to find you.
This section of the book will be focusing on answering two very important questions: Question #1: Who is your dream customer? Question #2: Where are they congregating?
If it was something that Alexis would love, then the answer was yes. If it wasn’t something she would love, then the answer was always no. They didn’t run a product-centric company; they ran a customer-centric company.
If you want customers (traffic) to come into your funnels, then you have to be able to find them online. And if you want to find them online, then you have to start to understand them at a much deeper level.
What do I mean when I say obsessed? Being obsessed with your customer means understanding them just as well, if not better, than they understand themselves.
“Our mess becomes our message,” Nicholas said.
Robert Collier published one of the great books on copywriting, The Robert Collier Letter Book.
If you want to really understand who your dream customers are and where they are congregating online, you need to be able to enter the conversation that is already taking place inside of their mind and see the world the way that they see it.
trying to move away from and the core desires and passions they are trying to move toward,
Which of these three desires is my future dream customer trying to receive when they buy my product or service?
Most products can fit into multiple categories, even if they may look as if they don’t fit into any category at all, but no matter what, the key is that your marketing message can and must be focused on only one of the 3 Core Desires.
away from pain or toward pleasure.
Health (moving away from pain) I’m overweight and don’t feel comfortable in my clothes. I don’t have energy and feel tired all of the time. I hate what I see when I look into the mirror.
Wealth (moving away from pain) I hate my job and want to fire my boss. I have no money saved, and I’m scared I could lose my job. Everyone around me makes more money than I do. Relationships (moving away from pain) I’m in a bad relationship and don’t know how to get out. I feel alone and want to feel what love feels like. I feel awkward when I’m around people I don’t know.
Figure out the pains and desires template
They don’t have a desire for health, wealth, or relationships because they are unhappy; they have a desire because they are happy and looking for more.
Chart
make it a continual process to identify and write down the conversations happening inside of your customers’ minds.
as a business owner, if you wanted to make more money or grow your company, you were not in control. You had to wait for people to have a need in order for them to come and find you.
“America runs on Bulova time.”
https://youtu.be/k9IfL8EEBRo
grab their potential customers’ attention long enough to plant that seed of desire and show the perceived value of what they were selling.
The process was simple: get a captive audience, entertain or educate them,
Pros and Cons for Search:
You’ve got to be the price leader, as well as the quality leader and the niche leader.
until you become good at funnels and offers, you’ll likely be trying to beat your competitors by lowering your prices.
open a small window of time where you can grab their attention and show them the perceived value of what you’re selling.
The con for social-based interruption traffic is that because the customer isn’t actively looking for you, you have to become good at your “Hook, Story, Offer,”
pleasure, the next question we want to ask is “Where are they congregating?”
there are congregations where the scrollers are hanging out, and congregations you can target for the searchers.
it’s like catching fish in a barrel. You simply have to find the barrel of fish with your dream customers and throw in your hooks.
EXERCISE Here are some questions you should be asking yourself at this point: What are the top websites that my dream customers already go to? What forums or message boards do they participate in? What are the Facebook groups they engage in? Who are the influencers they follow on Facebook and Instagram? What podcasts do they listen to? What are the email newsletters they are subscribed to? What blogs do they read? What channels are they following on YouTube? What keywords are they searching for in Google to find information?
So he bought an issue of Premiere magazine that listed “The 100 Most Powerful People in Hollywood,” which became his Dream 100 list.
I made a list and wrote out everywhere that I could think my dream customers might be gathering. On that list I identified: 10+ top websites and forums they spent time on 15+ active Facebook groups they participated in 50+ influencers they followed on Facebook and Instagram 30+ podcasts they listened to 40+ email newsletters they subscribed to 20+ blogs that they actively read 20+ YouTube channels they subscribed to
Outsource this research
After making the list, I added up how many subscribers, readers, and followers each of those channels had.
Next, I tried to figure out how to get my message in front of those 30 million-plus people.
I did a Dream 100 campaign to the owners of those 185-plus communities asking them to promote my book to their audience?
The second part of the Dream 100 strategy (covered in more detail in Secret #4) works even for those who didn’t respond or weren’t willing to promote my book.
On Facebook, I was able to buy ads that were only shown to his audience, and we were able to sell thousands of copies of my book to his people!
We asked ourselves this question: “What are the tribes that my women are already in? What network marketing companies are they in? What Facebook groups . . . what Instagram channels . . . what hashtags are they following?” After we identified these things, we tried to figure out who are the tribe owners of these women. Who do we need to become friends with? Anyone who had over 200,000 followers, we would direct message (DM) them, tell them who we were, and ask them if we could talk. We started messaging everyone. Our focus was to find the tribes, and then figure out the best ways to infiltrate
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It always makes me laugh when people think these concepts will work for every business except their own, when the reality is that this concept works for every business. Period. Let
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too.” Not trying to steer people’s comments gave us a pretty great recommendation. Some
