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

by Russell Brunson

Everywhere you go, you should be looking for opportunities to record a pitch for your offers that you can then turn into ads.

The more creative you can put into the prospecting ocean, the more fish (dream customers) you’re going to be able to pull out.

The next step after you have made your creative is to figure out who to show it to. John explains:

Dream 100: The best place to start is your Dream 100 list for that platform. When you’re running ads on Facebook and Instagram, you can target people who have an interest in a certain thought leader, brand, or celebrity. You’ll find many (but probably not all) of your Dream 100’s followers targetable this way in the Ads Manager. For YouTube, you can specify that you’d like your ads to show in front of your Dream 100’s videos both individually or their channel as a whole.

Ideal customer avatar: Second on your targeting list is your ideal customer avatar. Think about their interests, their age, their career, their home life, and anything else you can identify. Most of these ad platforms will allow you to get pretty specific on who you show your ads to.

Overlapping sections of multiple audiences: Some ad networks let you get more specific in targeting your audiences by layering on multiple criteria and then just targeting the overlapping sections. Think of three overlapping circles, each representing one of the audiences above and then imagine a center area where they all overlap. This center area represents the sweet spot where your dream customer is most likely to be. An example of this would be to not just target Tony Robbins’s followers in one campaign, business owners in another, and women between the ages of 35–55 in a third campaign, but instead to have one campaign that requires the viewers be in al...

Algorithms: The last thing, and honestly where the networks are working toward, is for you to rely on the algorithms to do a lot of the legwork for you. You see, once you have a few hundred people engaging with your posts, clicking through to your funnels, and becoming leads and buyers, you’ve generated a pool of data. You’ve begun to prove exactly who it is that is responding to your advertising efforts.

The platform algorithms can work with that data and actually start lending a hand in your targeting efforts. In Google and YouTube, they’re called Similar Audiences, and in Facebook and Instagram, they’re called Lookalike Audiences. In both cases, you decide which bucket to use as the source, the algorithm then looks deep into who those people are, and then matches up others in your specified geographical range who are most similar to them (and thus more likely to care about what you have to offer).

One thing to note when running prospecting ads is that these types of ads are the most expensive, but they are vital for two reasons. First, it’s through prospecting that you find out who is actually responding to your ads so your targeting becomes more on point (which brings your costs down). Second, it’s prospecting that fills your retargeting buckets. If you stop prospecting, you’ll soon find yourself with no one to retarget to.

When you put up your first ads, they’re almost always going to a colder audience, a group of people who don’t know you and don’t know what you have to offer. It will always be more expensive and less efficient to advertise to this crowd, but when you’re getting started, you have no other choice. Results will come slower with these prospecting efforts and costs to get a lead or a sale will be much higher (sometimes even so high that you’re losing money to begin with). In fact, don’t be surprised if you spend 80 percent of your advertising budget in this category and it only generates 20 percent of your results.

But if you hold strong, there is a light at the end of this tunnel. You see, while one purpose of the prospecting campaigns is to generate some leads and sales upfront, the bigger purpose is to fill all your retargeting audiences (which include your social followings and lists). As people begin to engage with your ads, they may subscribe and follow you (which you don’t have control over) as well as be added to specific retargeting audiences (which you do have control over). It’s from these new followers and retargeting audiences that you’ll often see 80 percent of your results while only using 20 percent of your budget. As you use both of these strategies in tandem, you can make the sales you want at the cost you want and grow your business effectively.