“Traffic Secrets” by Russell Brunson

The Secret Tutorial to Filling Websites and Sales Funnels with Your Dream Customers: “Traffic Secrets”

In the fast-paced social media and search engine marketing world, most conventional traffic secrets books are outdated before they even hit store shelves. But Russell Brunson’s teachings in Traffic Secrets are different. He reveals unchanging promotion principles in Traffic Secrets that never lose their power.

This Traffic Secrets book analyzes how networks and platforms evolve, equipping you to navigate shifting trends easily. With Brunson’s timeless algorithms in Traffic Secrets, you can make optimal marketing decisions, both paid and organic. Discover what will always work for attracting and converting customers online with the Traffic Secrets framework.

ClickFunnels succeeded because it used consistent principles, not rapidly outdated techniques.

The usual Internet marketing cycle:

• New free traffic platform emerges
• Pioneers exploit cheap traffic
• Popularity grows, and costs increase.
• Experts sell courses
• Promotion becomes unprofitable
• Shift to new platforms.

To succeed:

• Every business needs traffic. Traffic is people. People are predictable.
• Universal methods: Ideal customers, managing traffic channels, building platforms.

Ideal Customers

Know your customers better than they know themselves – demographics, dreams, fears, etc.

Many incorrectly think business centers on their personality. The customer’s personality should drive marketing.

Where They Meet

• Social networks
• Forums
• Industry sites
• Newsletters
• YouTube channels

Integrate your offer into existing customer dialogues. Don’t try to start new conversations.

Language They Speak

Learn your audience’s values, problems, and vocabulary. You must speak their language to integrate into internal dialogues.

Top 10 Thoughts

Learn from Those Who Sold Before the Internet

The problem with Internet marketing is that most marketers (and authors of manuals for them) focus on the technical aspects. Trying to please search engines and adapt to changes in social network algorithms, they forget that the basis of any marketing is human psychology.

Russell Brunson is sure that his success in the online business is because he learned from people who knew how to sell well long before the advent of the Internet. Brunson can separate the principles of communication with the audience and techniques that have only tools and teaches this to readers.

“I don’t want to give you fish, but to teach you how to fish,” says Brunson, who tells you how to rebuild your marketing thinking once and for all, stop depending on changing algorithms, learn how to maneuver in an ever-changing environment of different platforms and tools.

Brunson’s book does not become obsolete as soon as it leaves the printing house. It is about methods that will always work. This reliable “fishing rod” will feed you, no matter what Google and Facebook come up with.

Going Beyond Algorithms

In the history of Internet marketing, several crises have nullified many years of efforts to promote sites. ClickFunnels has weathered all these crises because instead of rapidly outdated techniques, it has used consistent principles.

The usual development cycle in Internet marketing is as follows:

• A new platform appears for advertising and promotion, which costs nothing or is very cheap;
• Pioneers who develop the site learn how to work effectively with it and skim the cream in the form of cheap traffic for months or even years;
• The site is becoming more and more popular, the prices for promotion on it are growing, and the efficiency is decreasing;
• Experts are working on this site; they write books and sell courses, and prices continue to rise;
• The ratio of price and effectiveness of promotion on this site becomes unsatisfactory, and there is an outflow of advertisers to other platforms.

Methods that will work under any circumstances:

1. Work with dream clients.
2. Management of paid, free and own traffic.
3. Creating your own platforms.

Ideal customers

You need to know your customers better than they know themselves.

Who are they? Where they live, what they do, how they earn and rest, how old they are and how many children they have, what they dream about and what they are afraid of, what can make them happy and make their lives better – in short, you should know them better than they know themselves.

Many entrepreneurs think that their business is built around their personality. This is a big mistake. The customer personality should be at the center of business development and promotion. Most often, a business begins with solving its own pressing problem. So, going back in time, you can imagine yourself at a point when your problem has not yet had a solution. Back then, you were your own dream client. What were you like? What did you care about? What did you want to get?

Where do they meet?

Social networks, forums, thematic sites, newsletters, and Youtube channels. The marketer’s task is not to create a dialogue with the consumer but to integrate his offer into the existing dialogues of dream customers.

What language do they speak?

What problems do they care about? What promises will they hear first? You can only integrate into the client’s internal dialogue by studying his language, values, and worldview.

Define a Key Need

People buy goods or services to improve:

• Your health;
• Level of well-being;
• Relations.

Your marketing message should focus on only one of these factors. Trying to fit two leads to a 90% drop in campaign effectiveness.

If you need to broadcast two or more messages, you need a separate campaign for each.

If you feel your product doesn’t belong to any categories, consider it. Without this, it is useless to move on.

Define Traffic Route

Clients can move towards the same goal in two directions:

• from pain (the main motivation is to get rid of discomfort);
• to pleasure (motivation is to increase satisfaction).

To determine the direction of your customers:

1) remember yourself before your problem was solved. Write down phrases from your inner monologue;

2) study forums and social networks – how customers talk about their problems and desires;

3) Put yourself in your customer’s shoes – how would you articulate your needs?

Write down at least 12 formulations of both types, for example:

“My excess weight kills my self-esteem and harms my health” – pain, movement from pain.

“I would like to change my diet to become more energetic” – the initial situation is prosperous, a movement towards pleasure.

The more such phrases you can find, the more traffic flows you can create.

How and Where to Place Marketing Messages

You can enter into communication with the client in different ways:

• Offer him what he is looking for;
• Interrupt his classes on the Internet and make his offer.

A customer looking for your product is ready to make a purchase, but at the same time, he compares your offer with many others. You have to compete by building the most effective sales funnels (because competing by lowering the price means risking the entire business).

If a potential customer is busy with their business online and you show them your ads, you can help them recognize the need and encourage them to accept your offer. To do this, you must improve your ability to catch the client on the hook, tell him a cool story, and make an attractive offer.

On thematic forums, people gather to discuss topics common to them. You can get warm traffic on social networks by setting up targeting by interests. Once you’ve come to where your ideal customers gather, you only have to throw the maximum number of hooks to catch their attention.

It is important to understand that the traffic you will attract to your website does not need to be created. This traffic already exists; you only need to redirect it to your sales funnel.

Make a list of sites where your ideal customers gather:

Make a list of at least ten items for each category of sites. This is your “golden hundred” that will ensure traffic flow to the site with your offer.

“Golden Hundred”:

• has already collected your potential customers on its site;
• speaks to them in their language;
• It shows what they are thinking and what they care about.

All you have to do is redirect that traffic to your offer. Promotion is a matter of numbers. The more of these sites you find, the more effective your marketing campaigns will be.

During the launch phase of ClickFunnels, Russell Brunson compiled a list of 736 sites where potential customers gather. Five years later, the flow of regularly paying customers attracted to this list exceeded 100 thousand people.

Do not limit yourself to your market niche to gain the coveted hundred. Look at your neighbors – those whose offers are also interesting to your ideal customers.

Operate with questions: “What else do people who want to lose weight do to improve their health?”, “What other goods / services do those who want to become more energetic buy?”.

How to make the “golden hundred” work for you

Having made lists of the “golden hundred,” get to work.

• Subscribe to all accounts from the list.

For subscriptions to mailing lists, Brunson uses one special box; inside, he sets up filters so that letters from each sender are collected in a separate folder. This lets you quickly view all the necessary mailings before entering into correspondence about a collaboration or advertising.

You must completely change your attitude towards social networks and other Internet sites. You should avoid unnecessary information, follow only what your “golden hundred” members are doing, and focus not on consumption but on creating and publishing your own content. If you follow these rules, you will spend a minimum of time hanging out on the Web.

• Become a customer: listen to a podcast, comment on blog posts, or make a trial purchase from a member of the “golden hundred.”

The goal is to find a topic to contact the site owner you need at the first contact. In this first email, you should be able to praise what he does and offer him some benefits, such as giving him valuable advice on improving the quality of his interaction with his customers. If you can’t bring such benefits, advertise the site or product from the “golden hundred” at home.

Learning about the Golden Hundred and connecting with it takes a lot of effort, but think of it as laying the foundation for your business to thrive. In addition, it is a great way to more accurately determine your position in the market and improve your USP.

The project schedule that Brunson uses:

• Days 1-14: Golden Hundred Subscription, Content Research, Comments, Trial Purchases.
• Days 15-30: initiation of contacts with the “golden hundred.”

Avoid template messages. Write a unique letter to each addressee. Do not talk about yourself – at the beginning of the contact, talk only about the addressee, his product, his benefits, and his prosperity.

Factors that will increase the chances of success of the first letter:

• you have already been seen – you have commented, advertised, or otherwise supported what a member of your “golden hundred” does;
• you competently praised the activities of the addressee (tell him exactly what he is good at and what specific benefits you learned from him);
• you talk about what is important to the addressee;
• You don’t ask for anything for yourself.
• Days 31-60: Get a member of the Golden Hundred interested by providing them with your product, free trial access to the service, etc.

After that, start generating traffic from the “golden hundred” members to you.

Offer collaborations (guest posts, joint activities). Invite partners to use your channels to promote their products. Speak on broadcasts and podcasts. The author suggests doing this at least twice a week, and as your professionalism grows, even more often.

Don’t be confused by rejections. The author’s practice shows that only 30 people out of 100 agree to such cooperation, and only ten bring the matter to an end. Therefore, the “golden hundred” list should be as long as possible.

Free traffic based on cooperation with the “golden hundred” grows slowly but, over time, as a rule, increases.

Paid Traffic

Buy advertising from those members of the “golden hundred” to whom you could not get through for free. Yes, as soon as you stop paying for advertising, the flow of customers from this source will dry up, but there are also advantages to paid traffic:

• It allows you to increase sales quickly;
• It makes it possible to test different hooks and evaluate their effectiveness;
• Provides access to a warm audience that is otherwise impossible to obtain.

When calculating traffic costs, consider the entire sales funnel. For example, when releasing his new book, Russell Brunson offers the audience to get it for free, paying only postage; he works at a loss. But this only applies to book sales.

At other stages of the funnel, customers who come to the “get the book for free” lead magnet buy the author’s training or become ClickFunnels customers, and the costs of the first stage pay off handsomely.

Take full advantage of paid advertising. Use as many hooks as possible. Experiment with targeting; try to hook the audience of the leading members of your “golden hundred.” Change the design and text of the ad, and be flexible and inquisitive in researching your audience’s tastes.

Be prepared that, at first, paid advertising will not meet your expectations; you may even lose money. But the 80/20 principle also works here: 20% of your ad will bring you 80% of the profit after all iterations.

The best way to scale a business is to create an effective sales funnel and invest as much as possible in filling it with traffic.

Both paid, and free traffic are useful for achieving your business goals. Always combine them.

Own Traffic

All activities for cooperation with the “golden hundred” investments in free or paid traffic aim to create your own customer base. Emails and messages of your customers are a channel that you can now and forever use to promote your projects without spending additional resources on them.

If, thanks to working with the “golden hundred” and buying advertising on the sites you need, you have reached a total audience of 1 million people, an insignificant percentage of purchases from each mailing list or advertisement will be enough for you.

These considerations guide giants like eBay and Facebook when buying Skype and Instagram: they primarily want to get an audience already used to a certain product.

The sales funnels come into play, which bring you real profits. You can offer different products to this audience using different tools to move customers through the sales funnel.

One of the techniques that the author constantly uses in his marketing practice is webinars, where users receive special offers for Internet marketing courses.

Which contacts are preferable?

Statistics change quite quickly, but when writing this book, messengers were more effective than Internet mailings. The author also advises collecting phone numbers to send text messages. And even addresses address customers through classic paper mail.

A specific tool is not as important as the goal – strengthening the connection with the customer.

The Three Parts of Marketing Communication

Marketing communication with customers consists of three parts:

• Hook: A message that pulls a potential customer out of their circle of worries and makes them pay attention to you. Hooks can be pictures, banners, or corporate identity in the design of the video – in general, anything that will attract the audience’s attention.
• Story: Helps add value to your offer, build brand credibility, and boost engagement.

To strengthen your connection with your audience, tell interesting and useful stories to your customers. Do not sell, but benefit. Then your audience will start advertising to you.

• Offer: it can be a call to make a purchase, like, share a post, or subscribe to a newsletter.

If customers reach the offer but don’t do what you expect them to, work on the hooks, story, or offer quality. Make the offer in such a way that it is difficult to resist.

Suppose you refuse to vacuum in an apartment for 100 rubles. Then you may be offered to contribute to your health by freeing the house from harmful dust, and the chances of success will increase. And you can offer 1000 rubles for this work.

Build an appeal to the audience (posts, mailings, and sales funnels themselves) according to the scheme:

• Emotions – headline, top block in advertising, etc. The first element that the client sees should touch his emotions. In Brunson’s experience, the emotional block brings him about 50% of sales.

• Logic. Next, state logical arguments to perform the target action (subscription, purchase, etc.). This part brings another 30% of sales.

• Fears. We do not call for intimidating customers, but 20% of them perform the target action

Continue to advertise to an audience that responded to your ad but didn’t go any further:

• Five more days – for those who reacted to the post (shared, left a like or comment);
• Seven days — for those who clicked on the link to your landing page but did not make a purchase;
• And also, launch advertising campaigns for subscribers from your list to get through to those who are subscribed but do not open your newsletters.

Don’t forget to put an advertising pixel to track conversions and evaluate the effectiveness of campaigns. You can create retargeting campaigns once without wasting time and effort on them.

What to do with a new customer on the list?

You can use two options for communication with a person who has entrusted you with his phone, messenger, or email.

• Thematically related messages (soap opera format) – a sequence of messages, each containing a hook for the next. In a soap opera, you first create a “positive character” who will communicate with the audience on behalf of your brand, creating and reinforcing an emotional report. And then tell stories about creating the products you offer to customers. Since all emails are hooked, the customer gets used to reading your messages, is more willing to follow links, and is increasingly inclined to purchase.
• Self-contained, unrelated messages that have a hook, a story, and a call to action.

Contrary to popular misconception, these two messages do not contradict but work perfectly together. First, for 30-60 days, you take the client to a soap opera and then send him separate letters of the second type.

Ten rules for creating your own content

Rule 1: choose one promotion channel and deal only with it until your company’s turnover reaches seven figures. Only then connect other channels.

Rule 2: Choose the channel that you prefer as a consumer. If you willingly subscribe to and read newsletters, make a newsletter first. If you like videos, start a Youtube channel. If you read blogs, create a blog. If you communicate on Facebook, create a page there.

Rule 3: Don’t wait to become a master at content creation. Start as early as possible – and your skill will grow every day. As long as you don’t do anything, you don’t progress.

Rule 4: Post updates daily for at least a year. Do not look at statistics, which can grow very slowly, and sometimes even fall. If you can publish updates every day for a whole year, you will never have to worry about money again, Russell Brunson is sure.

Remember how many times you found an interesting series years after it aired? Any content needs time to surface and become visible to a wide audience.

Rule 5: Document, don’t invent. Many people are confused by the desire to make five to seven stories on Instagram every day, write posts every day, etc. Indeed, if you strive to give out perfect, wise, incredibly useful content daily, such volumes are fantastic.

Use another method: reflect the current impressions of the day in your content. Document your daily routine, talk about what excites you today, and you will never have a shortage of topics.

Rule 6: Collect statistics. Pay attention to which topics and formats resonate best.

Rule 7: Tell your story. If you run a channel where you can unscrew posts and read everything written from the beginning, tell us about yourself in the first episodes.

Rule 8: Invite them to your place. Give representatives of your “golden hundred” the opportunity to speak in front of your audience. Even if it is small, you still allow them to do something useful for them. They will publish a recording of the broadcast and link it to you. You will get new subscribers, etc.

Rule 9: One “yes” is enough to start. Do not strive to perform in ten accounts from your “golden hundred” at once.

To begin with, one collaboration is enough. This threshold can be difficult to overcome because it is easy to refuse for those whom no one knows. But you only need one person to get started. Then you will refer to it, and things will go.

Rule 10: sell at home. Don’t try to sell anything in the comments to someone else’s content. It’s like coming to a fun party and pestering guests there with an offer to purchase a 10-volume gift encyclopedia, which accidentally happened to be with you in your suitcase.

Just chat. Be witty, attentive, and do not skimp on practical advice or useful comments. And when people are interested, go to your account and subscribe. They will see what you sell on your own site.

Filling the Funnel

This section will examine the algorithm for mastering sites like Instagram, Google, Facebook, and Youtube.

Once you understand how it works, you can use it anywhere – on TikTok and Snapchat, Pinterest and Twitch, and any platform that appears tomorrow or the day after tomorrow.

Six universal steps

• Study the site’s history and understand what its creators are striving for.

How did it all start? How have algorithms changed? What business decisions were made? What are the goals of the owners of the site?

• Find the “golden hundred” and understand what it does.

Who has already gathered your target audience on this site? What are they talking about? What formats do they use? What hashtags do they put? On what days and times of day does the “golden hundred” publish its content? How does it design posts?

• Develop a strategy and content plan. Inside the sites, there are different channels for publishing content: comments in groups and on pages, your account, inside it – the ability to make posts, image galleries, publish stories, etc. You must create a content plan covering all channels within the site you are developing.
• Earn free traffic.

How can I get free access to my “golden hundred” audience on this site and make them participants in my traffic?

• Purchase paid traffic.

In which accounts of the “golden hundred” is it best to buy advertising to ensure the rapid growth of the audience?

• Turn all types of traffic into your own (client sheet).

How to encourage people to subscribe and leave contacts? What hooks to use, what stories to tell, and what to offer to move customers through the sales funnel?

Now we will give specific advice on the sites.

Instagram

1. The goal is to encourage the audience to return to the app as often as possible.
2. Pay attention to the style of pictures, topics, and length of posts and stories. Comment. React to stories so that the owner of the “golden hundred” account notices you.
3. Design your profile header to become an attractive character for your target audience.

Remember that pictures are hooks. Highlight five topics that interest you and alternate them in posts. Make five folders corresponding to these topics in the “up-to-date” and save stories there. Create five photo folders with these themes in your smartphone and put the pictures you take there to find them quickly. Plan posts and build them strategically.

One post – one thought, one goal (to inspire, educate, entertain). Alternate post formats: history, question, list. Use hashtags, post them in the comments, and not in the post itself. Ask your audience to like, comment, leave emojis in the comments, and save posts so the algorithm can see that people like your content. Be sure to respond to comments.

Use stories for prompt, casual posting: this is a great tool for an emotional report with the audience. Use Instagram TV to answer questions and discuss topics that arouse the greatest interest in posts and stories in more detail with the audience.

Promote products in stories: set aside a whole day for one product; In the first story, ask the audience three questions to which you can answer “yes” or “no” (the first is related to your product, the second is related to the internal problem of the audience, the third is related to its fears); in the next story, apply the pattern: “I know how you feel…/I felt the same way…/and I realized that…”; In subsequent stories during the day, show how your product or service works, then repeat the offer to buy/subscribe, etc. And finally, end the day of stories with a call not to be late to take advantage of your offer, which has almost expired.

1. Try Q&A sessions with members of your “golden hundred.” Ask a question, record an answer on a video, post it in a post or story, link to a partner, then send him a video and ask him to do the same (post with a link to you). Take joint photos if you meet someone from the “golden hundred” in real life, tag your partner, send him a photo, and ask him to tag you.
2. Buy ads in posts and/or stories of your “golden hundred”. Don’t forget the link and call to action.
3. Launch a broad advertising campaign to hook even more of your potential customers.

Facebook

1. The network highlights and promotes posts that keep the audience on the platform for as long as possible (to have time to show the user more ads).
2. Search for the “golden hundred” like this: find the official pages of your market leaders, and subscribe to them. Then send friend requests on their personal accounts. Pay attention to who the algorithm offers to follow. Every time you visit the social network, look for groups, pages, and profiles on your market topic, subscribe, and send requests. Keep doing this until the total audience you can access through these subscriptions exceeds 1 million.
3. You can create a personal profile, page, or group on Facebook and use the messenger for promotion. A profile is your home, a platform from which you send people directly to your sales funnels. On the page, you make publications, which you will then promote by buying ads. A group is where you strengthen your report with the audience, a place of fun hangout where you periodically take part, but the main development comes at the expense of user-generated content. Messenger is a tool for communicating with the most active customers.

In your profile, pay attention to your photo (it should reflect you and your brand, but in no case contain a call to buy something. It looks like a gesture of despair), information about yourself (tell a small story about yourself here), selected photos (it will be appropriate to show your product here).

In your personal profile posts, use the five-topic tactics described above. Discuss not only business. Otherwise, the network will start hiding your posts. Write at least one post a day.

Add hooks, calls to action, and links to your landing page to your posts.

Your page is the first thing a person who clicks on your ad will see. Maintain the page carefully, and treat it like your company’s website.

Post videos on the page with a good hook and an interesting story, but without calls to buy. Such a video has a better chance of being reposted.

The already mentioned webinars work well on the page. You can also repost materials you have prepared for other networks, but you need to publish them by uploading them to Facebook and not with links. Otherwise, the posts on your page will begin to disappear from user feeds.

Keep an eye on the development of the group and, if necessary (but at least once a week), create your post, tell a story, and communicate with participants in the comments.

Master the capabilities of the FB messenger: teach the bot to welcome new subscribers, collect their data for mailing, and create a simple lead magnet that will lead them from the messenger directly to your landing page.

Once a week, remind users in the messenger about interesting publications in the group or on the page, encourage them to communicate, ask questions, etc.

1. Join thematic groups. Write useful posts and comments there, and answer questions. Make sure that people go to your profile and become your followers.
2. Buy ads when your page is ready (filled with high-quality materials). Use as many hooks and targeting settings as possible to hook the widest possible audience.
3. Remember that all your efforts aim to turn paid and free traffic into your customer list.

Google

1. The goal of the search engine, which can be traced through all the changes of algorithms, is to provide the best user experience. You must make the most useful content to avoid losing your position in the search results.
2. Make two “golden hundreds” for Google: keywords and top blogs. Identify a list of keywords and phrases used to find products or services in your market niche. Expand it as much as possible by adding the search engine’s continuation to the query.

For example, when you enter the word “stole” in the search box, the car will offer options: “knitting needles / crochet / buy.” If you enter “stole a,” the machine will offer “openwork stole”; “stole B” – “stole white / beige / burgundy”; “stole in” – “stole as a gift / in a cage,” etc. Substitute all the alphabet letters and write out the queries that suit you.

Next, identify the top bloggers who write about your niche using keywords.

• Enter a key phrase from your list in the search box and study the first ten posts in the search results. What are they about? What format do they have (a story, a list, a survey, a long read)?

Use the add-on technique: take a popular list as a basis and supplement it with a few items. Rewrite the popular article, adding useful material to it. Make an eye-catching design. It is best if your material is at the same time more voluminous, deeper, better laid out, and dated with a more recent number than the material that leads in the issue.

Build up a ton of links to your new publication. Contact the authors of the sites linked to your competitor’s article and invite them to pay attention to your new material, explaining that it is more voluminous and useful and can benefit site visitors. Advertise the material in your social media accounts and in your newsletter.

• Try to write a guest post at least once a week on one of the popular blogs on your topic. Give a link to your add-on material in these posts. Try to become the author of a column on any resource that your target audience reads.
• Buy ads in search results. The user needs one click from the search results to your landing page. To switch from the ad unit – two. But the trick here is that a user willing to make two clicks searching for a product or service is more motivated to spend money. Therefore, feel free to work with him.

Negotiate advertising (placement of links, banners, etc.) directly with the owners of sites leading in the search results.

If the sites leading the search results for your keywords have Google AdSense, add them to your list for targeting.

• Bring customers to your landing page using as many hooks and stories as possible for every taste.

Youtube

1. Youtube works as a search engine, so any video you publish there will work for you for a long time, gaining more and more views.
2. As with Google, create two “golden hundreds”: one for keywords and phrases, the other for bloggers, influencers, and brands suitable for your niche.
3. Keep track of what the members of your “golden hundred” are doing: what topics they choose, how they design videos, descriptions, the duration of the video, and what techniques they use to increase engagement (comments, saves, reactions).

On your channel:

Choose a name, paying attention primarily to the brand, not keywords. This will help you not to get lost.

Fill in the information about yourself – it will be reflected in the search results and introduce you to the platform users.

Profile wallpaper – here, it is worth placing a simple and clear indication of the benefits the subscriber will receive from your channel.

Profile photo – use your personal photo.

Channel trailer – shoot a short (one to two minutes) video in which you will talk about yourself, present your expertise, and promise the audience to provide them with some benefit. Inform us about the posting schedule. End with a call to subscribe to your channel and turn on notifications for new videos.

Creating Content:

Record short (up to 15 minutes) videos highlighting keywords and phrases for your niche. The goal is to attract new subscribers. Such a video consists of a hook (15 seconds), a branded intro (three to four seconds), an introduction (justification of your expertise, a promise to solve the viewer’s problem, 15–30 seconds), the content itself (expert opinion, story, etc., 7–12 minutes), and a call to action.

Create videos with your webinars that primarily strengthen the message with your audience. In the end, you can encourage the audience not just to react to the video but to take advantage of your offer (lead magnet).

Post videos regularly, adhering to a specific schedule. The platform allocates updated channels not spontaneously but according to a certain pattern.

Make a video: choose a spectacular headline and keywords, and make a description in the style it is made by members of your “golden hundred” during this period.

Turn one topic not into one big video but into a playlist in which the topic is revealed in a series of short videos. Create a new playlist at least once a month.

Podcasts

This type of content is quite difficult to promote. On average, one person subscribes to six podcasts and makes new subscriptions only on the recommendations of personal acquaintances. Therefore, it is incredibly difficult to expand the audience of a podcast. On the other hand, if your podcast is subscribed to, you’ll get closer access to a potential customer. So it’s worth a try.

• The meaning and purpose of podcasts is to directly influence the minds and worldview of subscribers.
• Within one platform (Apple Podcasts), shows are ranked by the number of new subscribers, downloads, and comments. The first indicator is the most important, so calls to subscribe to a podcast are required in every activity on the platform.

Look for your “golden hundred” in each niche’s platform selections.

Search by keywords to see shows with few new subscriptions but many downloads and a large audience.

• Select the podcast format. Ensure you have the technical ability to record new episodes constantly (twice a week). For example, for an interview, you will need a studio to which you will need to invite guests.

Be consistent and persistent. Publish new episodes to achieve a cumulative effect of attracting subscribers. Publish new episodes strictly on a schedule, on certain days and hours.

• Send links to new episodes to your subscribers. Post links to them on Facebook and Instagram. Reply to comments on these posts.

Try to participate in other podcasts twice a week, give them links to your show, and promote these episodes within your audience.

• Buy ads on Golden Hundred podcasts and entire episodes in their shows.
• Actively invite your podcast’s audience to participate in your promotions and subscribe. Advertise lead magnets.

Effective Use of Content

Simply transferring content from one site to another is marketers’ most common and gross mistake. For the content to work well, it needs to be modified specifically for each site. And at the same time, it is desirable to have time to work and not go crazy.

To create unique content for each site separately, you need huge labor costs and other resources that must be torn away from the business.

It is necessary to create an algorithm of actions that will allow you to create content quickly, which, with minimal processing, can be published on different sites.

Here’s how Russell Brunson works with content.

Once a week, Brunson records a large audio, in the first part of which he delivers a monologue, and in the second part, he interviews. These two parts become the two episodes of the podcast that are airing this week. Eyeliners for the two parts are recorded separately.

Before recording the interview, he sends the guest a list of questions that he answers under the video. Brunson posts this video on Instagram TV. Marks the guest in the video; he also posts the recording and marks Brunson’s account.

Once a week, Brunson comments on a feature article from Google. Based on these comments, his team made a new article on the principle of “add-on.” This is a blog post.

Once a week, he checks the list of keywords on Youtube and records short videos like “how to do …”. These recordings go into playlists.

Once a week, Brunson chooses five pictures for Instagram posts (one for each category) and comments on them under the audio recording. Based on these records, the team comes up with the texts of the posts, writes, and publishes them.

By inspiration, Brunson selects quotes and also, under the audio recording, explains why he likes this particular quote. From these quotes and explanations to them, the team makes posts-cards.

Brunson writes Instagram stories as the day progresses, from the morning warm-up and cooking breakfast for the children until the evening. Some of them are work-related, some are not.

Growth Stage

You’ve mastered a universal six-step algorithm that works on every site. Have become a master at using at least one major platform to promote your brand. Achieved a steady flow of traffic into your sales funnels. It would seem that everything is fine.

And it is, but the author gives a few more tips.

1. Include your brand name in your keyword lists. Don’t forget about it!
2. Collect links to all your promotion channels in one place. Make it convenient for users to switch between your channels.
3. Look for new opportunities for direct advertising through queries for “mailings on the topic …”. Contact the owners of the newsletters directly. Bargain. When creating ad content, first carefully study the language in which this newsletter is communicated: you need to understand the tone and topics that interest the audience. The effect of the newsletter is visible within 48 hours after the letters are sent out – you can earn very quickly.
4. Look for the possibility of placing ads in push notifications.
5. Reach out to a cold audience that is not yet looking for your keywords and is not subscribed to your “golden hundred.” Create a separate customer avatar for this audience and tune in to warm up: before these people come to your funnels, they need to be helped to understand their problem, clearly articulate it in an organic language – and only then offer a solution.
6. When reaching a new audience segment, first prepare several articles or a separate landing page with texts clarifying that you share their values, know their problems, and speak the same language. Bring new people into your sales funnels not directly but through such texts.
7. Look for opportunities to expand the circle of your “agents.” Develop loyalty programs, and develop all types of partnerships. Pay customers to attract new customers and/or subscribers. Give affiliates a percentage of your sales or a flat rate for each customer through an affiliate link. Educate partners on the promotion methods you use to increase their loyalty – and, at the same time, the effectiveness of campaigns.

In the art of promotion, you are limited only by your own imagination.

Follow the trends. Create and promote your content. Look for more and more opportunities for partnership. And may you be accompanied by commercial success!

Top 10 Thoughts

1. To ensure a constant flow of customers, you need to rely not on knowledge of the algorithms of various sites but on psychology.
2. You have to know your customers better than they know themselves.
3. People make purchases to improve their health or relationships and increase their well-being. They can move towards the same goal in different ways: from pain to relief or from a normal situation to a better one.
4. The traffic you’ll drive to your website doesn’t need to be generated. It already exists. You need to redirect it to your sales funnel.
5. Look for places where your potential customers gather, and experiment with hooks with which you can hook their attention.
6. Combine free and paid promotion methods to constantly influx customers into your sales funnels.
7. To succeed in promotion, you must learn to generate content daily for at least a year. And then continue to do it further.
8. First, perfect the work on one promotion channel and only then proceed to the development of another.
9. The purpose of all marketing activities is to form your own client list.
10. Optimize your work with content to spend a minimum of time producing different types for different sites.

Quotes from “Traffic Secrets” by Russell Brunson

“There are three kinds of traffic: Paid traffic is when you buy ads. Owned traffic is your email list, blog subscribers, social media followers, etc. Earned traffic is when you gain exposure through PR, interviews, guest posting, etc.”

“The right message to the right audience at the right time. That’s what marketing is.”

“Trying to derive your self-worth from money or vanity metrics like social media followers is a dark path.”

“You don’t need more traffic, you need qualified traffic who desires your offer.”

“Traffic is just people. And people are predictable once you understand their desires and fears.”

“Your business should be built around your customers, not your own personality or preferences.”

“If you can’t explain your products and services in simple, clear language, you’ll never make the sale.”

“Most businesses fail because they only have one traffic source. Diversify across paid, owned and earned channels.”

“Don’t compete on price. Compete on your ability to attract traffic and craft compelling offers.”

“You can’t predict the future. But you can create it through purposeful action today.”

F.A.Q. about “Traffic Secrets” by Russell Brunson

Disclaimer: This blog post is a summary or resume of the book and is not intended to dispense the reading of the original book. This post aims to provide a general overview of the book’s main ideas and themes and encourage readers to read the complete book to gain a deeper understanding of the material. The information presented in this post is intended to be something other than a substitute for the original book and should be used as a supplement to, not a replacement for, the entire book. We strongly encourage readers to read the complete book to benefit from its ideas and teachings fully.