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August 6, 2020
Moving forward, you have to understand that traffic is people, and people are extremely predictable.
Instead, we will be focusing on strategies that don’t change, including: Identifying your dream customers Finding out where they are already congregating online Learning how to “work” your way in Understanding how to “buy” your way in Creating your own publishing platform Building your own distribution lists
the art and science of getting traffic (or people) to find you.
Waiting for people to come to you is not a strategy.
But understanding exactly who your dream customer is, discovering where they’re congregating, and throwing out hooks that will grab their attention to pull them into your funnels (where you can tell them a story and make them an offer) is the strategy. That’s the big secret.
Most entrepreneurs mistakenly think that their business is about them, but it’s not. On the contrary, your business is about your customer.
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.
Being obsessed with your customer means understanding them just as well, if not better, than they understand themselves.
When you’re frustrated about a problem you’re having, you look for a solution. If you’re not able to find a solution that gives you the result you want, then you’ll likely go on a journey to find or create your own solution. In that way, your problem becomes your business; in other words, your mess becomes your message. If that’s true, then you need to look back in time to find the point where you were struggling with the same problem your dream customer has now. Then you need to remember what you were feeling when you were in that pain.
In the early 20th century, Robert Collier published one of the great books on copywriting, The Robert Collier Letter Book. In this book, he shares how to really understand your customers. If you’re going to find them, persuade them to follow you, and hopefully change their lives with the products and services you sell, you need to know and understand them better than they understand themselves. Collier believed that we as marketers should not be trying to figure out how to create the next amazing ad campaign, but instead we need to learn how to “enter the conversation already taking place in
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Which of these three desires is my future dream customer trying to receive when they buy my product or service?
Reason #1 — My product fits into more than one of these desires: Many products can be marketed toward getting a result in more than one of these desires, but your marketing message can only focus on one of them. Anytime you try to get your potential customer to believe in two things, your conversions will usually cut in half (most times by 90 percent or more). To target two different desires, you need two different ads leading to two different funnels. Only focus on one desire with each message you put into the market.
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.
I want you to take a few minutes and decide which of the 3 Core Markets or Desires your product or service currently fits into.
Ajejarse del dolor... Y acercatse al placer, es algo que desea la.mayoria de las personas
Now that you’ve identified which core desire your product or service is focused on, the next step to entering the conversation inside your customer’s mind is to understand which direction they are moving. Every human being on this planet is always moving in one of two directions when they make a decision: away from pain or toward pleasure.
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.
Wealth (moving toward pleasure) I want to buy my dream house or dream car. I want to grow my company so I can have more impact. I want to learn leadership so I can grow my team.
One of the common misunderstandings with traffic is that you have to “create” traffic, but, as you can now see, that just isn’t true. Traffic (your dream customer) is already there. Your job is to identify where they are, tap into those existing streams of traffic, throw out some hooks, and then get a percentage of your dream customers to start coming to you.
Chet Holmes, called the “Dream 100.”5 He wrote about it in detail in his best-selling book, The Ultimate Sales Machine
Chet said, “The goal of the Dream 100 is to take your ideal buyers from ‘I’ve never heard of this company’ to ‘What is this company I keep hearing about?’ to ‘I think I’ve heard of that company’ to ‘Yes, I’ve heard of that company’ to ‘Yes, I do business with that company.’” Chet grew that company by using the Dream 100 to create one-to-one sales opportunities.
That was the big “aha” that set into motion our strategy for building a special Dream 100 list just for our podcast through the other podcasts that our dream listeners were listening to. It also caused us to build out Dream 100 lists for every platform we’ve talked about already.
How do we decide on our blue-ocean strategy? We use the Dream 100 to find the red oceans and carve out our place in the market.
You see, the Dream 100 is the key foundation for traffic and the key foundation for your entire business because it helps you to figure out how to position your offers and tell your stories. I cover this extensively in DotCom Secrets and Expert Secrets, but I want to impress upon you here how important this key step is.
The hook is the image and the headline that Jessica saw as she was scrolling through her feed. It hooked her and stopped her just long enough to get her attention. It then asked Jessica to click on a link, which gave Natalie a moment to tell her story, build a relationship with Jessica, and explain the perceived value of the offer she would be making. Finally, Natalie made her an irresistible offer that would help Jessica to get out of pain and move toward pleasure. This Hook, Story, Offer framework is the pattern that you’ll see over and over again in most ads and funnels online.
This framework of Hook, Story, Offer is something I talk about often. It’s the core foundation for
how we sell anything online.
Hook:
The hook is the thing that grabs someone’s attention so you can tell them a story.
email subject line
post, picture, and video you see in your feed on Facebook
picture on Instagram, thumbnail on YouTube, and headline on a blog
Anything that grabs someone’s attention is a hook, and the better you get at creating it and throwing it into your Dream 100’s congregations, the more attention you will get.
Story:
small window to connect with them
The story will increase the value of the offer that you are about to make.
(or “epiphany bridge” stories, mentioned in Expert Secrets),
The story will build a connection with you as the Attractive Character and your brand.
Your personality (or “your Attractive Character,” mentioned in DotCom Secrets) is becoming more and more vital to the success of your traffic campaigns.
Offer:
The hook gets your customers’ attention, the story creates desire, and the last step of every message, post, email, and video is the offer.
If you hook someone, tell them a story, and make them an offer and they still don’t buy, it’s likely that the offer isn’t good enough for them. You may need to tell a better story to increase the perceived value of the offer, or maybe you may need to make a better offer. Add more bonuses, increase how much they get, make it sexier—whatever they need for the offer to be irresistible.
Figure 3.2: Every page of your funnel needs a hook, a story, and an offer.
I would research and find the people who already had my dream customers, add them to my list, and send them messages to introduce myself.
Now, if you skipped the exercise in Secret #2, please stop here to go back and do it. It’s the key to filling your funnels with traffic.
Now you have your Dream 100, and they have your dream customers.
The next question you should be asking yourself
is
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“How do I get my message in front of the...
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I personally do this in a few ways.
