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

by Russell Brunson

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

As you have seen, we have a lot of tools that we can use to try to get someone to buy from us. But what should go inside of each message? We’ve found that the ones that give you the most leverage include messages based on: Emotion Logic Fear (urgency and scarcity)

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. It’s often been said that people buy things emotionally and then try to justify their purchase logically.

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. This is where the majority of your sales will happen too.

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 will come immediately from people who only see this top block and never scroll. They’re my emotional buyers.

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. Often they’re afraid of what others will think if they buy it, because they have a fear that their status will decrease if the product doesn’t work 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.

The last 20 percent of buyers aren’t as motivated by emotion or logic, but they are motivated by a fear of missing out (FOMO). The only thing that will get them to take the leap is for them to be afraid that you’re going to take it away. 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. For this last group, I close almost every sales presentation, letter, and sequence focusing on urgency and scarcity.

When someone joins a follow-up funnel, my first set of messages focuses on the emotion as I tell stories of other people who have used the product and share the hidden benefits. After a few days, I switch all my messaging to logic, and then the last set of messages will switch to fear.

The number of messages matters less than making sure you hit each of the closes, because each one will bring in a different group of buyers.

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).

Your platform is the true value that you have to provide your Dream 100. It’s more valuable than money, gifts, or anything. The Dream 100 want exposure, and your platform can provide that for them.

what you need to do for your business is figure out the channels where you could be the star of that network.17

Right now, the ABC, NBC, and CBS’s on people’s phones are:

Facebook (talk show) Podcasts (radio) YouTube (sitcom) Instagram (reality TV) Blogs (newspaper)

With your own list, you own the traffic, but with your own show, you’re renting space and trying to earn eyeballs on someone else’s network.

Until you own the traffic, you’re always left to the whims of the network. So even when starting your own show, remember that the goal is still to turn that traffic that you’re earning into traffic that you own.

The key to success with your show is how many people you can get to actually consume what you’re creating.

“After my new episode is live, how can I get people to go and consume it ASAP?” The best way to do that is to leverage the list that you’ve already been building.

We spend all our efforts to convert all traffic we control and traffic that we earn into traffic that we own (our own list) because when we have our own list, we control our own destiny.

In addition to email, you’ll want to continue to build up other lists and distribution channels, such as direct messenger lists on Facebook and followers on Instagram, so you can do “swipe-ups.” Each platform has its own version of a list, but email is the only one you own; you’re renting all the rest and you could lose them at any time.

The next logical question you might be asking yourself is, “Which channel do I create my show on?” My response would be, “It depends on you.” To begin with, you shouldn’t try to create a show on every channel. Doing that will hurt your ability to grow at all. For now, the key is to focus on one channel. In Secret #15, Conversation Domination, I’ll show you how to leverage your primary show to get distribution across all channels, but, for now, you need to focus on just two channels: your primary distribution channel (email) and your primary show channel.

The channel you should be growing your primary show on depends on you, your personality, and your talents. For those of you who love writing, I’d focus on creating a blog.

If you hate writing, but you love the idea of being on video, then I’d recommend you build your show on one of the video channels (each one has a different strategy that we’ll go deeper into in the next section).

For those who have a voice for radio or who may be a little nervous about being on camera, then I’d recommend starting your own podcast.

If you’re still not sure which platform you’d like to create your show on, I’d recommend looking at which platform you consume the most content on.

Remember that for now, you should only be building one show on one channel. Do not try to build more than one at this point.

it’s so essential to start publishing your show now, even when you’re not good at it. In the process of doing your show, you will find your voice.

Don’t look at your stats, downloads, or numbers at first, because you’re just trying to build the foundation for something great, and it will take time.

Let me walk you through the steps that will make your own show a success.

Step #1) Publish daily for at least a year: The first commitment that you have to make is that you will be consistent.

If step one in building an audience is to create great content, step two is to endure long enough to get noticed.

You must be publishing or you will never become relevant, and you must continue publishing if you want to remain relevant. This part of the traffic flywheel does not go away.

Step #2) Document the journey: The biggest question and the largest fear that most people have when I tell them to start their own show is they have no idea what they will talk about.

If you want people to start listening to you, you have to show up. What I mean by this is there are a lot of you out there who aren’t producing enough articles or videos or pieces of content that should be produced to build your influence. Too many “content creators” think that they only have one at bat—they have to make the one, most beautifully created video or image or rant on Facebook.

But what they don’t realize is that their hunger to make the perfect piece of content is what’s actually crippling them.

It’s true that if you want to be seen or heard on social media, you have to put out valuable content on a regular basis. You should be doing a YouTube vlog or podcast or some sort of long-form audio/video series at least once a week. You should be posting on...

I’ll give you the biggest tip when it comes to content creation: Document. Don’t create.

In very simple terms, “documenting” versus “creating” is what The Real World and The Kardashians is to Star Wars and Friends. And don’t get confused—just because you’re “documenting” doesn’t mean you’re not creating content. It’s just a version of creating that is predicated more on practicality instead of having to think of stories or fantasy—

But, one of the biggest mistakes people make when creating content for their personal brand is trying to oversell themselves because they think that’s what’s going to get people’s attention. Whether you’re a business coach or motivational speaker or artist, I think it’s much more fruitful to talk about your process than about the actual advice you “think” you should be giving them.

Documenting your journey versus creating an image of yourself is the difference between saying “You should . . .” versus “My intuition says . . .” Get it? It changes everything. I believe that the people who are willing to discuss their journeys instead of trying to front themselves as the “next big thing” are going to win.

So, when I say to put out those six to seven meaningful pieces of content a day, pick up your smartphone, open Facebook Live, and just start talking about the things most important to you. Because in the end, the creative (or how “beautiful” someone thinks your content is) is going to be subjective. What’s not subject...

Starting is the most important part and the biggest hurdle that most people are facing. They’re pondering and strategizing instead of making. They’re debating what’s going to happen when they haven’t even looked at what’...

People who are tuning into your show are typically doing it because they’re looking for some type of result. It’s the same reason why they buy your products, open your emails, and engage with your content.

“We get paid a lot to think for other people.”

So my first question for you as you start your show is this: “What is the big result that you’re obsessed with? What are you trying to learn for yourself anyway that you can document as you’re discovering it in real time?”

Step #3) Testing your material:

Publishing your show daily, as you’re documenting your journey, will give you a chance to start testing your material. You’ll discover what messages connect with people, which episodes get shared, and which ones don’t. You’ll see which messages get people to show up and comment and which messages don’t connect. It’s this very process of you showing up consistently and publishing that will help you to refine your message, find your voice, and attract your dream customers to you. It doesn’t matter if your end goal is a book, a webinar, a keynote presentation, a viral video, or something else, the more you publish and test your material, the clearer your message will become and the more people you will attract.

Step #4) Introduction to Your Dream 100: When you start your show, typically you’ll use the first few episodes to tell your origin story, why you created the show, and what people should expect. These initial episodes are important because there will be people who find your show a week from now, some a year from now, and others won’t find it for years, but when they do, and when they get hooked, most people will go back to episode one and binge-listen (or read or watch) to catch up on what they missed. Even though these early episodes are old, they’ll still likely be a starting point for many people that fall in love with your content.

After the initial episodes, it’s time to start using your show to infiltrate your Dream 100. This is the secret to getting amazing new content for your show, and it also gives you the ability to...