Traffic Secrets: The Underground Playbook for Filling Your Websites and Funnels with Your Dream Customers

by Russell Brunson

program which, for many people, has replaced email as their favorit...

It’s a very powerful tool that has a much higher open rate than email.

with Messenger, I can only send one or two messages a week

Text Messages:

I do try to grab a phone number when people buy something from us or when they register for a webinar.

We can use text broadcasts to make sure people don’t miss the webinar they’ve signed up for, let them know the statuses of their orders, and help move them into the next step in our value ladder.

There are always new communication tools being developed, but their goal is the same: build a relationship with your subscriber and a...

I want to spend a minute on the psychology and sequencing of...

THE 3 C...

Emotion Logic Fear (urgency and scarcity)

Figure 6.6: Whenever you close someone, make sure to include in your message emotion, logic, and fear.

The most powerful way to get someone to take action is by using emotion.

That’s why most of our ads lead with emotional stories. The lead of any sales letter, the stories in my webinars, the first emails in our follow-up funnels, and the first ads in my retargeting sequences always speak to people’s emotions.

The top of the page has a headline that appeals

to one’s emotions, a video telling stories to get one emotionally interested in the product, and then an order form for one to take action. Fifty percent of my sales

They’re my emotiona...

Figure 6.7: Every sales page we create has this same style because it addresses the emotion, logic, and fear messages in the order required to create the sale.

The next 30 percent of buyers are a little bit harder to convince. They’re the analytical buyers. They may have felt something emotionally, but they need to be able to logically convince themselves that the purchase is right for them.

So under this top section of the page, I transition my message to speak toward their logic. I explain why this is a good deal and compare it to other investments they could make. I also let them know about the money-back guarantee if it doesn’t work so they won’t risk a decrease in status.

The last 20 percent of buyers

they are motivated by a fear of missi...

Urgency comes from you giving them all the reasons why they need to buy it now, and scarcity comes from all the reasons why this will be gone soon.

Figure 6.8: We build emotion, logic, and fear

messaging into our follow-up funnels to help our audience purchase our products.

When your goal is to move people through a process or funnel, every type of communication you send should start with emotion, move to logic, and end with fear (urgency and scarcity).

FOLLOW-UP FUNNELS (SOAP OPERA SEQUENCES) VS. BROADCASTS (DAILY SEINFELD EMAILS)

When someone first joins my list, I take them through a process called the Soap Opera Sequence. We call it that because the emails aren’t stand-alone messages, but instead we

will use multiple emails to tell a story, where each email hooks you to read the next email

In these emails, we tell our readers a story that will build a relationship and rapport. That way, they’ll be more likely to keep reading our emails, clicking on our links, and buying our products.

The second type of communication is the Daily Seinfeld Emails

Each email is a stand-alone message that has a hook, tells a story, and then pushes...

The truth is they both work together inside of your value ladder.

Figure 6.9: After a lead has gone through your entire Soap Opera Sequences for all your funnels, then you can send them your Daily Seinfeld Emails.

Immediately, they’re put on a Soap Opera Sequence where we tell them stories (providing an emotional close) and lead them through our follow-up funnel. The first set of emails are all about

building rapport.

Then we transition to the first funnel we’re going to promote in our sequence. We start “Season Two” of our Soap Opera Sequence (SOS)

The SOS moves through emotion, logic, and fear, and it guides people into and through that first funnel.

When it’s over, we move to “season three” of our SOS and start our new story about the new product/funnel that we’re introducing them to.

The Daily Seinfeld Emails come after someone has moved through all the Soap Opera Sequences inside of the value ladder and they ...