Traffic Secrets

Notes
Notes and Key Takeaways from Russell
Brunson's Book Tra c Secrets

Nate McCallister | EntreResource.com

 This Is NOT a Replacement to
Tra c Secrets
This is a summary of the key takeaways
from the book but you owe it to yourself
to get a FREE copy of Traf c Secrets as
well.

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don't show links) visit
https://entreresource.com/traf c-
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 Get Your Free Copy Here

My General Thoughts on Traffic Secrets
I jotted down my thoughts on a separate note pad as I read, here they are in
the order that I had them while reading.

Who Should Read Traf c Secrets? 

Anyone with a desire to make money online or build anything that requires
mass attention (charities, politics, awareness to a cause etc.) You do not need
something to sell yet to bene t from this book.

Do I Need to Read DotCom Secrets and Expert Secrets First?

No. Traf c Secrets builds on concepts from the other 2 books in the trilogy,
but you can read it on its own. I highly recommend that you read all three (If
some concepts seem slightly repetitious , you likely need to hear them more
than once, these aren't " uff" books)

"Traf c Principles," or "Traf c Strategies" Would Be More Descriptive Titles

This book does NOT cover today's top, speci c tactics and hacks, it covers
evergreen concepts that will last until people stop buying things. Showing
you strategies and tactics on one speci c platform is "giving you a sh," but
teaching you the framework is "teaching you to sh."

You WILL still leave the book with a hit list of things to implement
immediately. They just won't be little tech hacks or temporary tricks for
quick but eeting gains.

The closest you’ll get to these sorts of takeaways are things like, “we leave
our rst retargeting ad up for 5 days,” etc. 

Thoughts on the Writing Style of Traf c Secrets

Russell is a brilliant curator. While many authors will desperately work to

convey the idea that they know everything about everything, he doesn't try
to take credit for every piece of information he shares.
Much of the book is from experts that Russell learned from, composed in a
way that exposes them to the masses in a new way. This was awesome
because it's unreasonable to expect him to be the most knowledgeable
person on every single traf c topic. He understands this and makes sure
that we get the best information, even when it means bringing in additional
experts. 

Page 82 gave me chills. When Russell asks his wife if he can spend $1,000 on
a course by Mark Joyner. I can't recall any other marketing books evoking an
emotional response like that.

This book is easy to read because every chapter starts with a relevant story.

This book doesn't offer a solution to get out of putting in the work. Page 117
has a sobering truth about how much work you need to put in.

Throughout the book, you'll read a lot about spying on your dream 100.
Russell wants you to understand you DON'T COPY, you use your Dream 100
for inspiration for your own creativity. 

For more on this concept, I highly recommend reading the book Steal Like
an Artist by Austin Kleon. So freaking good.

One of the most amazing things about Russell (this is a testament to his
insane charisma) is that in this book he's TELLING ME how he got me to buy
and the psychological triggers that made me a fan/customer. And yet, it
makes me like him more somehow. Some people would NEVER tell their
buyers how they made them buyers.

Although Russell identi es as an introvert, some of the tips in this book are
an introverts nightmare. If you refuse to “brand” yourself and be the face of
your business, try to read this with your clients in mind. If you aren’t going to
use these tactics for yourself or for clients, you may nd a lot of this book to
be unnecessary. 

Consistency is at the heart of all of the items in here. There are some "a ha!
This will get me traf c fast!" takeaways but consistency is what drives all of
these things together.
Things I'm Doing After Reading
Books like Traf c Secrets mean nothing if you don't actually leave them with
actionable insights and next steps.As I was reading, I made a list of the
things that I could implement immediately in my own business.

One thing to keep in mind, Russell covers a LOT of things in this book but he
suggests that we only focus on one platform at a time. He suggests that
only after we've mastered that and take the action steps to optimize our
traf c for that channel should we move on to the next channel. This means
6-12 months focused 100% on one platform. 

So, I made notes of the things I need to implement across all my channels
but they are eventual changes, not immediate.

I'll actually be referring back to this article myself to remind myself of what I
need to do when the time comes. I've annotated those points with
asterisks*.

These action items are after reading the entire book, but I'll go into more
detail about the underlying concepts and reasoning in later sections of
these notes.

#1 Re ning my customer avatar. The customer avatar or "dream customer,"

is a concept that was covered in detail in Dot Com Secrets and Expert
Secrets but it's just as important for Traf c Secrets. We can't properly get
traf c if we don't know who are traf c is!

My own avatar is a bit blurry and always has been.

Honestly, this concept has always confused me a bit. I always feel like it's too
narrow or something...but, after reading the book I understand better what
the concept really means. 

#2 Creating a more detailed "where are my Dream customers," list. You'll read

the term "Dream 100" at least 100 times in this book. It is the funnel hacking
concept but focused on audiences and keywords. 
#3 Updating email sequences to focus on emotion -> logic -> scarcity. This
part is more reminiscent of things you'd read in his other books, but I
realized that my traf c will be much more valuable if I make my follow ups
better. Currently, they're a little bland. I know they could be better and that's
a priority I'm actually implementing ASAP.

#4 Creating content daily. I'll share more about this in the "Bold statements"
section coming up. 

#5 Reviewing my "hook, story and Offer," on all my products. I sell several

software and information products and I realized that I haven't been mindful
to create a hook, story and offer  ow to my sales copy.

#6 Getting on my dream 100s shows. Many in uencers have already

congregated my dream audience. Getting myself on their shows (podcasts,
YouTube, blogs, etc) gets me in front of them quickly.

#7 Narrowing down my friends list and following my dream 100 exclusively

and narrowing down which groups/pages I engage with. More on this in the
bold statements chapter.

#8 Making 4X more adverts + sales copy tests for paid ads. One of my favorite
"a-ha!" moments of the book. More creatives, analyzed and acted on
effectively, means better conversion rates.

*#9 Updating my Instagram bio and modeling it after what's working for my
Dream 100.* Instagram isn't my primary focus so this is on the "do later" list.

#10 Focusing on building my FB messenger bot. I'll also be adding a "send to

messenger," check box on my email opt-in. What? Well, I changed my mind
on this one after reading about Facebook's new messenger policy. I felt
compelled to keep this here though since it was in my original notes. 

#11 Focusing a % of my ad spend buying banners on websites ranking for the

keywords I want to rank for (2nd click is more valuable). Instead of spending
all of my ad budget on Google, YouTube, Instagram, Bing and Facebook, I'm
going straight to the sources and working to buy media directly on the
websites that are already ranking for my dream keywords.

*#12 Updating my YouTube trailer video (p.239)*. My YouTube channel needs

work. P. 239 gives a nice template for your trailer video that converts.
#13 Encouraging "bingeing" on YouTube with playlists.  The same concept
we use in sales funnels applies to YouTube. When someone is watching a
video on a certain topic, it's very likely they're interested in watching
another...and another...and another.... By leveraging this we can get a surge of
traf c to our older videos and give a boost to our overall channel.

#15 Russell asks himself, "how did I give myself a raise today," ...I'm going to
start doing that. How did I plug into other people's distribution channels to
expand today?

Bold Statements In Traffic Secrets

I always read looking for the boldest statements possible. These are usually
the things that push the needle forward. They're bold because they aren't
commonly acknowledged yet.  

Here are the statements in the order in which they appear in the book.

Statement #1

"If you're spending more than 10 minutes a day consuming social media,
then you are wasting your time." P. 140

Thoughts: This statement is bold because most people are guilty of

spending too much unproductive time on social media, but it's REALLY bold
because 10 minutes is a fraction of the norm. I don't personally plan to cut
down to 10 minutes (I enjoy my memes and funny videos too much) but I
am absolutely cutting down on my consumption and focusing more on my
creating. 

Bold Statement #2: 

"If they did that (publish daily for a year), they'd never need to worry about
money again." P115

Thoughts: Any claim about "do this and achieve nancial freedom," is always
bold. This one is so interesting though because most people say they would
create every day for a year if it guaranteed nancial freedom, but then, they
don't actually follow through. 

Bold Statement #3: 

“I stopped logging into Snapchat and eventually deleted the app altogether.”
P. 171

Thoughts: This was bold because it read like a death blow to SnapChat. I

mean, come on, after reading that Russell isn't interested in it anymore, are
you still interested? I'm not and I'm feeling better about having ignored
SnapChat from day #1. 

Bold Statement #4:

“I purchased a second phone for the sole purpose of being able to go live on
Instagram at the same time I went live on Facebook.” P 175

Thoughts: This wasn't the boldest statement but if Russell thinks it's
important enough to maximize our stream time that he bought a second
phone to do it, it's pretty important. 

Bold Statement #5:

“My test for if something should be on my page is this: ‘is this content good
enough that I will spend at least $10-$20 to boost it? If you’re not willing to
pay for ads to that content, then do not post it on your fan page.” -Julie Stoian
Page 194

Thoughts: The rst bold statement that wasn't made by Russell. Julie Stoian
is a marketing genius and this quote really hit home for me because I am
notoriously posting subpar, thoughtless content to my fan pages. Posting
for postings sake isn't productive. 

Bold Statement #6

"I still use my iPhone for the majority of my videos." P. 240

Thoughts: I actually just covered this topic in a blog post in February. So

many creators delay creating until they have all the fancy gear and
expensive tools. Russell makes it obvious that you don't really need all of
that. 

Bold Statement #7
"So, for those of you who are reading this section now, know that for you, if
you were sitting in front of me right now, I'd have you pick one platform, build
your show on it, get to work on your dream 100, and then only focus on that
for at least the next 12 months of your life." P. 263

Thoughts: The Dream 100 isn't just a fun concept to Russell, it's his #1 priority
for his paid clients.

Bold Statement #8

"My goal is to pay out 50% (in commissions) of  the pro t I make in my
funnel."

Thoughts: While many af liate managers are looking for ways to pro t by
paying their af liates less, Russell suggests focus on ways to pro t by paying
your af liates more. Secret #18 titled Your Af liate Army was one of my
favorites and he explains the value of af liates and how to make them
actually want to promote your products over the millions of other options
they have. 

How to Crack Any Traffic Platform

If you were to take just one concept from this book, it should be this one. 

In Traf c Secrets, Russell doesn't go into deep detail about every platform.
He does break down the 4 biggest ones (Google, Instagram, Facebook and
YouTube) but he provides a framework that can be applied to any new
medium at any time.

Even in 2050, when Billie Eilish is president, dogs live forever and it's cool to
wear socks with crocks (sorry, I'm not good at predicting the future and this
was all I got), this approach will help you nd success on any of the new or
existing platforms. 

This method will help you smoothly navigate what Russell refers to as "snaps
and smacks," that platforms throw at us.

For example, when an algorithm changes, you'll see it coming and be more
prepared to survive it. You'll adapt faster to change and nd real traf c more
quickly.
Here are the 6 steps.

Step #1 Understand the History and Goal of the Platform. Every platform has
the goal of making money and they all do it in different ways. Understanding
their priorities and analyzing how they've worked to achieve them in the
past will help us crack their platform and stay in their good graces. We won't
have to rely on gimmicks and tricks that work in the short run. 

Here's an example. Google sells ad space. The more people that use their
search engines, the more money they make. To get as many people using
the platform as possible, they have to provide the best search results. To get
the best search results, they have to be able to lter out value. Their
algorithm works to provide the best answer to every question and they
reward the sites that do this.

Step #2 Identify Your Dream 100. The dream 100 is broken down differently
depending on the platform. For platforms that function like Instagram or
Facebook, we want to collect a list of 100 in uencers who have already
gathered our dream audience around them.  

If the platform functions as a search engine, you want to nd the 100

in uencers who already have your audience congregated around them AND
the 100 keywords that your dream customer is looking for already. 

Step #3 Identify the Publishing Strategy and Create a Plan. Next, we review

the dream 100 (in uencers and/or keywords) and see what is working for
them. What posts are getting the best engagement? 

We gather this information and start to build up an idea of what we should

be creating. We are NOT stealing content or ideas, we are just using them for
inspiration and our own unique content. 

Step #4 Work Your Way In. This part we begin to "dig our well before we're
thirsty," and network with our dream 100 . We aren't trying to sell them on
anything. Never sell to someone right away. Make connections even before
you have anything to sell at all if you can.

Over time, work to collaborate with your dream 100. Try to get exposure to
their audience and share value. This is a two way street and there's a ne line
between genuine, symbiotic connections and parasitic manipulation. 
Focus on doing things of real value for your dream 100. This part requires
empathy and a genuine desire to serve others. Without that, this becomes a
gross process full of self serving, empty efforts.

Step #5 Buy Your Way In. Begin to buy exposure (however that is de ned by
the platform). This could be in the form of running ads in front of the pages
of your dream 100, buying traf c to your dream keywords on Google, buying
banner ads on websites...whatever it is at the time. There is always an
opportunity to buy in!

Step #6 Fill Your Funnel. Turn all traf c you're borrowing into traf c you own
(email list). 

This is the evergreen framework for getting your dream customers from any
platform.  

Takeaways (As They Appeared in the Book)

Here are the things that I made note of as I was reading the book. I apologize
if some leave you hanging. I can't possibly cover them all in the same detail
that the book does so I'm not going to even try. 
Quick Note on These Notes...
This isn't a typical blog post. These notes follow the order that I jotted them
down and some things may not make perfect sense or may seem oddly
injected. Take what you can out of this, I've done my best to make it as
valuable as possible. I've done my best to leave my personal interpretations
out of things and note them as close to what Russell intended as possible,
but of course, I am not Russell so these won't be exactly perfect. Another
reason to read the book...

Forward Notes
Dean Graziosi Foreward Takeaway: Dean Graziosi is the picture of internet
business success and was an awesome choice for writing the forward. 

His biggest takeaway was a reference to the movie Field of Dreams. It primes
the underlying theme of the entire book.

Dean explains how the movie is great, but the line "If you build it, they will
come." would be terrible business advice. 

Many entrepreneurs mastered the concepts of Dot Com Secrets and Expert
Secrets and still struggled to achieve results. The reason: they built it and
forgot about driving the traf c!

Three Core Markets to Pick (and You Must Pick Only One). They are health,
wealth and relationships. These markets are always moving away from pain
or toward pleasure.

Dream 100 Notes

SECTION I

Chet Holmes "Dream 100" from the Ultimate Sales Machine Was the
Inspiration for Much of This Book. Russell credits Chet with much of what he
shares in the book. You can grab a copy here on Amazon. 

Dream 100 One to One + Dream 100 One to Many. Russell says this is the
foundation of ClickFunnels. He said ClickFunnels had a "dream 736" before it
launched 
Dream 100 Is Russell's #1 Priority. Russell charges $100,000 for 1 day of
consulting and the FIRST thing he does is spends 3-4 hrs building out this
list. Concept is easy to grasp but the execution is hard.

Target People Who Are Already on Your Platform. "Podcast listeners love

podcasts," etc. Growing a YouTube channel? Target people who are already
on YouTube! Etc

You'll Only Hit a Fraction or Your 100. Our success isn't measured by getting
every single person to get on board. It's getting as many as possible. This
might only be 5-10 at rst. The more you build authority and reputation in
your space, the easier it will be to get the attention of your dream 100, but
even Russell says he doesn't expect near 100%. 

Go Beyond Your Core Niche. I am a top ClickFunnels af liate but my core

niche is Amazon sellers but their sub market aligns with ClickFunnels,
Wealth. I was able to sell 115 Clickfunnels memberships in 2 weeks by
tapping into this new audience and introducing them to Clickfunnels and
how it could be used in their space. 

2 Congregation Types. (1) Interest based (2) Keyword based. 

Hook Story Offer. The foundation. All problems relate back to the hook, story,
or offer.

  ooks: Can be many things (vague) but they're anything

H
(words, images, actions) that grab attention. Email
subjects, Thumbnails, Videos, Headlines etc.
 Story: (1)Builds value to offer and (2) connection with you
as attractive character or brand.
 Offer: call to action (doesn't always mean buying
something)
Tip: Learn to be mindful of the hooks that get your attention. Ask "why?" and
you can get better at making your own.

Dig Your Well Before Your Thirsty. Build relationships before you're asking for
something. This is covered at length in the book "Dig Your Well Before You're
Thirsty" by Harvey Mackay.
 1. Subscribe to everything they publish
2. Buy their products 
3. Find ways to help them 
^Doing these things also helps you better understand the ecosystem.

You're a Producer, Not a Consumer. Russell says to consider yourself as a

producer vs consumer. Don't use social to be social.

Outreach. (1) Don't send templated outreach. (2) Don't tell a story right away.
(3) Don't ask for anything right away. (4) Do make sure they see your face
before hand. (5) Do tell them how great they are. (6) Do your homework

Work Your Way In. Think about how actors go on talk shows in the weeks
leading up to their Hollywood blockbusters. Do this (smaller scale) and get
on their platforms (not yours). Try to be consistent and do 2+ per week.

Paid traf c is "faster," but dies when you turn off your ads. Russell suggests
we work beyond just paid traf c for lasting, consistent success.

Goal is a "break even funnel." When you have a "break even funnel," you
break free from an ad budget. A break even funnel means that for every $1
you spend you make at least $1 back. If you do this, you're getting free leads
and can pro t on the upsell or future promotion.

"Ultimately, the business that can spend the most to acquire a customer
wins." -Dan Kennedy 

Which Is Better? Paid or Earned? They are both necessary for long term
growth. There is a 3rd, best option: Owned traf c.

Traf c You Own = Closest Thing to Money Press. Goal is turn traf c you buy
and earn into traf c you own. I've written about the importance of turning
paid traf c into list traf c for af liate marketers here. Example: List of 10,000
people...sell a $50 product and convert just 1% ...earn $5,000!

Example: eBay Purchases Skype for 2.6 Billion in September of 2005. They
could have made the software, but what they were buying was the 54
million members and 150,000 new users per day.
Convert traf c to leads with a lead magnet. {The different types of lead
funnels are covered in more detail in Expert Secrets, but here is a list of 50
lead magnets put together.}

Value of an Email. Russell says that on the low end, you should average $1 per
subscriber per month. This is very conservative (see hook, story, offer if your #
is below this) and many marketers see $50-$100+ per month per member.

Convert Emails to $ with Follow Up Funnels. Many people get spooked

when their front end funnels lose money. They don't see that the follow up
funnel can make them pro table and, essentially, get paid to grow their lists.
Sometimes the break even happens on the front end while other times, it's
in the follow up.

"Not following up with your prospects and customers is the same as lling up
your bathtub without rst putting the stopper in the drain!" - David Frey

"Amateurs focus on the rst sale." - Mark Litman

Fighting Short Attention Spans. Most emails go unopened. Supplementing

these with other communication mediums helps...(1) SMS (2) Retargeting
Ads (3) Messenger

The Psychological Closes: Emotion, Logic, Fear. Most powerful way to get

someone to take action is by using emotion. Russell says 50% buy based on
the emotional part, 30% from the logical and the last 20% from fear.

Soap Opera Sequence vs Seinfeld Emails. Both are covered in detail in Dot

Com Secrets. Soap Opera is your initial follow up where you build your
attractive character and Sein eld emails are your regular daily broadcasts.

Everyone Answers When You Have a Show. Russell tells a great story about
Arsenio Hall and how he was a contestant on the Celebrity Apprentice many
years after his show ended. He couldn't reach anyone when he needed
favors because he didn't have anything to give in return anymore. "Working
your way in" is easier when you have something of attractive value. It's
harder when you try to "live in the shadows," and reach out as a nobody.

New Mediums for Evergreen Old School Tactics 

   martphones = TV.
S
 Radio = Podcasts
 Talk Shows = Facebook
 Reality TV = Instagram
 Sitcoms = YouTube
 Newspapers = Blogs.
 Direct Mail = Email
Focus on one platform at rst . If you're unsure which is best, start with the
one where you consume most of your own content because you know that
best.

Owned vs Borrowed Platforms. Each platform has its own "list," but email is
the only one you own. Owned traf c is the ultimate goal. 

Starting Your Show. There's no "perfect time," but there is a "right time," and
that is right now. Your early content will probably not be good. Don't look at
the stats!!! Early content can get eyes once you "connect," with your
audience down the road. Russell says many of his high level mastermind
students said they listened to a later episode, connected and then went
back to the early content.

Step #1 Publish Daily for 1 Year. Russell said it took 3 years for marketing in
your car to really have traction.

Step #2 Document the Journey. Documenting is just as powerful as creating.

It doesn’t matter what stage of your process you’re at. Total newbies can
document what they’re doing and provide value in that process. Don’t fear
cynical passerbys. Just share what is most meaningful 

Gary Vee said that in uencers “Trying to oversell themselves because they
think that’s what’s going to get people’s attention,” is one of the biggest
mistakes people make in their personal brand. “I think it’s more fruitful to talk
about your process than about the actual advice you ‘think’ you should be
giving them.”

And don't let your fear of "bad content," scare you...

Step #3 Testing Your Material: Dean Graziosi mentions how popular
comedians seem to be funny 100% of their shows. He goes on to explain that
they got all of their bad jokes out of the way over the years and kept what
worked. Publishing daily will help you re ne your voice.

Step #4 Introduction to Your Dream 100: Reach Out to Your dream 100 and
try to become a guest on their shows. You'll get a lot of "no's" but one yes
can get you in with others.

SECTION II

Leveraging Instagram, Facebook, Google and YouTube

Refer to the "How to Crack Any Platform" section I shared earlier. For each of
the speci c platforms he covers, he references this framework and works
through it. 

The following notes are things that expand beyond that framework that are
worth mentioning.

DON'T BLINDLY COPY. Just like with Funnel Hacking, the goal isn't to steal.
We are going to spy on the people who are having success in our space and
on our platform and see what is working and use it as inspiration for our own,
original content.

When pattern interrupts become the pattern, it stops being as

effective. Remember, just because something has been working for one of
your dream 100 doesn't mean that it will work forever. Things change and
often become less effective over time. Favor recency when possible.

Social Media House Party Stop selling on social. Social is about making

friends and connections.

Produce, Don't Consume. Mentioned this once already, but Russell says that
spending more than 10 mins per day consuming content is too much.

Social Media Reset. Do a "social media reset," and unfollow the distractions.
Follow ONLY your dream 100. This will also help you "dig your well," because
you'll only be commenting on their stuff. Next, nd the most engaged
groups and pages. Engage in only those.
Filling Funnel with Paid Ads. Adding paid traf c on top of earned traf c is like
putting lighter uid on charcoal. Reminder: You have no advertising budget
if you've created a break even funnel.Start with a small budget and if it
breaks even, see how much you can spend, if it doesn't, turn it off and
optimize. 

Prospecting Ads VS Retargeting Ads. Best results come from combining

prospecting ads and retargeting ads.

More Creative Assets Tested in Ads Means Better Conversions at Scale. Dean

Graziosi story about using 4X as many ad creatives as Russell for his
book. Everywhere you go, be thinking of places or ways to create new ads.

Targeting for prospecting Ads. Dream 100,  ideal customer avatar

(demographics), overlapping interests, algorithms. Prospecting ads are going
to be more expensive but you need them to improve your targeting and ll
your retargeting buckets. 

Three retargeting audiences. (1) Engaged {low value, run for 5 days, sell the
click} (2) Landed {higher value, clicked, run ads for 7 days, sell the opt-in or
purchase} (3) Owned {Opted In, highest value, sell the next step}

Retargeting Ads don't need new creatives constantly like prospecting Ads.
These can feel overwhelming. Highly recommend you consider hiring a
professional and focus your efforts on the ad materials or your other
strengths.

Instagram Traffic Secrets

IG TV + Pro le you don't sell and then Instagram Stories and Live you can
sell. These are the "party" vs "your house." You sell at your house, but not at
the party!

Crafting a killer Insta Bio. Emulate what's working for your dream 100.

JK5 Method from Jenna Kutcher. Pick 5 categories that your passionate

about. Pictures should rotate around these categories. Don't put two posts
back to back in the same categories.

Never post in real time. Plan our posts in advance. Real time posting is for
Instagram stories.
Create albums in your phone for each category and store pictures there for
later syndication. This makes it very easy to never run out of content.

Use the "ABCDQ Test" before posting anything.

  esthetic: Does it visually show something that ts the

A
personality of the brand?
 Brand: Is it aligned with my dream client or something
they will engage with?
 Consistent: Is it consistent in terms of color or quality to
t within my feed?
 Diversity: Is this something different f rom my last post?
Does it create recognition beyond what I sell?
 Quality: Is this up to the quality I want my
clients/followers to expect? If this stood alone would it t
my brand?
HSO of Instagram. Hook (picture/video), Story (captions) Offer (CTA)

Story goals. (1) Inspire (2) Educate (3) Entertain

Types of Captions. (1) Tell a story (2) Ask a question  (at least once per week)
(3) Make a list

Hashtags: Can use up to 30. Can be in caption or rst comment (covert). Find
them with tools or emulate your dream 100s

CTA (call to action): EVERY post needs one. Can be as simple as "double tap",
"share," "tag friends," or "post an emoji." These CTAs signal to instagram that
people enjoy your pro le and can help you drive traf c off the site.

Reply to Comments. This builds good will and increases future engagement.

IGTV: Re ne your best engaged content into more polished, longer videos.
Sweet spot is 3-6 minutes longVital to get them to watch the rst 60
seconds so they move to IGTV app
IG Stories. Your reality show. You don’t have to be as methodical with these
since they are only 24 hours long. These are the most powerful way to build a
relationship with your audience. Show things your working on behind the
scenes Stories are the “home” where you’re able to push people into your
funnels and actually sell to them. Russell tries to post 10-30 times on his
stories each day

Story Highlights. Give eternal life to your stories with story highlights. Here’s
a video I made showing how to do this…Your highlights are one of the rst
things that people who follow you will see. A front end sales funnel highlight
can do really well long term.

Story Highlights Mini Webinar: 

  tories 1-3: Yes or No questions… (1)Vehicle you’re trying to

S
put them into (2) internal struggles (3) external fears
 Next Stories: “Feel, Felt, Found” … “I understand how you
feel…I felt the same way…this is what I found…”
 Next Stories Introduces the offer
 Next stories: Show the proof
 Next Stories: Recap the offer
 Final stories: Add urgency
Instagram Live Strategy

Do Question and Answer Collabs with dream 100. Answer a question. Have

the other person answer it and lm it. Combine the videos. Post to IG TV and
tag them. Send them the video and have them upload as well and tag you.
Repeat. 

In real life: Take pics with people, tag them.

Buy Your Way In: Buy or swap shout outs from in uencers. 

Facebook Secrets
Great for marketers, annoying for users. They have 52,000 data points they
track!
Goal= Get more people to spend time on platform so they can sell more ads.

Building Your Facebook Dream 100. Start with fan pages then add their
personal pro les if possible Finding your dream 100 isn't a one time thing. It's
an "every time," and ongoing thing. This turns your social pro le into the
ultimate market research tool.

1 Million People Eco System. The goal is to plug into an eco system of 1
million people. This may be too big or too small depending on your market
size but it's a good starting number.

Keep direct promotions off your personal pro le. Be careful using your
personal pro le for business as Facebook doesn't love this when it's overtly
aggressive. You can and should use it to brand yourself but be careful with
promotions. 

“Do you need a personal page or a fan page?”  You need both. You need
personal for relationships (working in) and fan page for buying in. 

4 Things to Post on Fan Page

1. Produced value videos: Hook + story but no offer (people don't share
CTAs) 3-4 for each CTA post 
2. Live value videos: Same but no produces. FB favors live over published.
3. Live perfect webinar: Sell (covered more in expert secrets)
4. Curated content from other platforms. Publish what did well on other
channels. Ex. Upload YouTube videos as FB native videos. Then run
$10-$20 to boost.
Facebook Groups = Your Party.

FB Messenger = Your distribution channel. Be very careful and don't spam.

You're on a borrowed platform.

3 Ways to Grow Your Messenger 

1. Messenger pop up on fan page

2. On Landing pages 
3. Lead magnet from post (triggered by keyword or action)
Use messenger messages as conversations rather than straight messages or
direct sales.
Google Traffic Secrets
Insane potential. If we can align with Google's core goals, they will send us an
almost unlimited amount of traf c for free.

Google Dream 100 is 2 parts. (1) Bloggers (2) Keywords 

Start with top 10 keywords. Then, nd 9 long tail keywords for each. Use
Google Auto ll for this. Or, scroll down to the bottom of google and see 8
related search terms.  

Skyscraper technique. This is the process of making content to outrank

existing content on search engines. Here is the ultimate article on the
skyscraper technique, but essentially, we're just trying to make an article
that is (1)Longer (2) More up to date (3) Better designed and/or (4) More
thorough 

Backlinks. Backlinks are critical to gaining organic traf c. 

Work Your Way In. Outreach to people linking to competitors 

Buy your way in. Google search or Display ads. Bing. Yahoo. Etc.

Find sites ranking for your dream keywords and get on them!

1. Newsletter Box? Buy solo ad

2. Adsense? Add to google display network 
3. Banners? Contact and buy. 
4. Try to get a backlink
Focus on building content that is highly linkable. People link to great
content that makes them look good. Make them look good. 

Two Types of Paid Google Ads. (1) Search (2) Display

YouTube Traffic Secrets

YouTube Videos grow exponentially. Since it functions like a search engine).
FB Lives last for a few days, YouTube videos gain steam.

YouTube Algorithms are built to keep people on YouTube as long as possible.

They recommend the videos that they believe will do this. 
YouTube = 2nd largest search engine behind Google.  YouTube videos can
also show up in Google search results. 

You can buy ads that will be placed in front of any monetized videos. This is
actually why I don't monetize certain high value videos 🙂 I make more
money on the video than I could by sacri cing my viewers attention to other
companies. 

Build out 2 dream 100 lists. (1) One for in uencers on YouTube (2) One for your
100 dream keywords.

Popular videos magnify what the algorithm is doing. Videos with large
amounts of traf c can show us what changes to the ranking algorithm are
being made. 

Anatomy of Channel

  hannel Name: Focus on branding rather than

C
Keywords
 About Us: Shows people who you are and shows up in
search engines
 Header Image:  Simple and speak clearly to your target
audience so they know the value they'll get f rom your
channel.
 Pro le image: Use a picture of yourself instead of a logo.
 Channel Trailer and Description:  shown only to non
subs.
Find your channels "focus keyword." There should be one main keyword your
channel aims to rank for and then other video topics that expand into this.

2 Types of Videos (1) Discoverable videos that are focused on driving new
traf c (2) "Video webinars" that are focused more on building relationships
with current subscribers. These are where you sell things.

Discoverable Video Structure

 1. Hook: 15 second concise introduction where you hook people using the
same keywords they were searching for.
2. Trailer: Quick trailer of 4-5 seconds
3. Intro: Introduce yourself and why they should listen for the rst 15
seconds.
4. Story/Content: Content and Story for the next 7-12 mins.
5. Offer: Add your CTA (like, comment, subscribe or turn on noti cations). 
Six Things to Do After Making Video

1. Schedule your video at a speci c time.

2. Find keywords 
3. Write your video title (contain phrase and have a strong hook)
4. Thumbnail hook: (looks good tiny, big face/image, bright colors and as
few words as possible).
5. Description: 150-300 words. 1st 2 sentences should be above the fold
(what people see before scrolling).
6. Add up to 3 hashtags 

YouTube Metric Benchmarks 

  TR: 4% Acceptable, 6% Good, 9% Awesome!

C
 Initial (1 min) retention: <70% 
 Overall retention: 35% Acceptable, 40% Good, 50%
Awesome!
Use Playlists to boost channel. Playlists encourage people to "binge watch"
and will boost your entire channel.

Collaborate with other in uencers and help grow each others channels. Be
creative; they don't need to be 1 for 1 video swaps.

"After the Slaps and the Snaps" : Podcasting

Podcasting Example:

 Harder to get subs but they're all more valuable. More

af uent people with higher incomes.
 Easy to nd dream 100.
Apples Podcast Ranking Algorithm
 1. New subscribers 
2. Number of downloads
3. Number of comments 
Podcasts have a "compounding" effect. When a new subscriber listens to
episode 50 and likes it, they will likely go back to episode 1 and binge listen
to others. The listens on day one for episode one are just the start. That
number will grow over time and that episode will have a long lifespan. 

Conversation Domination Mega Show. Russell has a crazy process where he

is able to record content for an entire week for almost every platform in just a
few hours. It's impressive and thought provoking but it's de nitely not for
people who have yet to master their rst or second platforms. 

Section 3: Growth Hacking

The Funnel Hub: A home website for your own stuff. Russell uses WordPress
for this.

Utilize other people's core distribution channels. Shark tank Example: They
buy what already ts into their existing distribution channel.Each person on
your list had a distribution channel, you just need to nd out how to tap it.

Distribution Channel #1: Solo Ads. 

Russell: "I'll often type in '[my niche] email advertising,' or '[my niche] online
media kit.'"Rates are negotiable. No universal price. "Suckers pay rate card"
though. Preferably pay for clicks vs total list size. Ask for a list of their past 5-10
emails and see how many clicks they got.Never "buy lists," buy the broadcast
(they send from their servers).

Pros of Solo Ads: Results fast (majority in 12 hrs and the rest within 36-48
hours). Great for running split tests to see quickly what is performing best.

Cons of Solo Ads: Can waste a lot of money fast. $5k on email (2 days) vs $5k
on FB (weeks)

Russell isn't a huge fan of "sponsorship ads," in emails. These are smaller ads
embedded to emails. 

Distribution #2 and #3 FB Messenger + Desktop Push

Other: Direct mail, postcards, SMS, FB Groups, LinkedIn groups, Forums

Direct Mail Process: Have them send their buyers list emails to mailing house
(you don't get them) and they craft the broadcast for you.

Buy Direct Banner Ads to replace GDN ads (after testing to see if they
convert). We mentioned this earlier in buying your way in. Russell has even
purchased exit pop ups.

Give Yourself a Daily Raise. Each added distribution channel is like a "raise."
Russell asks himself, "how did I give myself a raise today," Being mindful of
distribution opportunities is key. They start to show up everywhere when
you become mindful and look.

Integration Marketing: Further Reading on Integration Marketing:

Integration Marketing by Mark Joyner

Af liates. Pay commissions to anyone who drives sales.

1. Recruit
2. Make them af liates
3. Give them reason to promote
4. Train them to be better
5. Compensate your af liates 
Zero risk to you.

Digging your well makes outreaching easier. Read more about that in Dig
Your Well Before Your Thirsty by Harvey Mackay

Lumpy Mail. Send out packages (lumpy mail) to af liates to get them to
promote. Russell actually sends me these quite often. Usually little
keychains in manilla envelops. You notice these!

2 Af liate Motivations. Russell doesn't care which his af liates are motivated

by, but they are...

1. Quality and alignment with their audience

2. Maximizing money.
Added Incentives for Af liates to Promote.
 1. New launch
2. Their turn on a rolling launch
3. Something new or special 
Cater to your af liates unique views.

Pros vs. Newbie Af liates. Newbies are often excited but don't know what to
do and good af liates are often lazy (less motivated). As a pro af liate, I 100%
agree with this 🙂  Show af liates what to do and give them ads/banners and
whatever they need. Make a good af liate center.

What to pay af liates: Find how to pay them the absolute most possible. 

Two ways to pay (1) Flat CPA (2) % of sales

Approaching Cold Traf c: Speak to them differently. We have to use the

language that they understand. Cold Traf c isn't aware they even have a
problem yet. They aren't congregated anywhere (so no dream 100)

Step #1 Create Cold Traf c Customer Avatar. Dream customer but 6-12
months behind. They're only problem aware. 

Step #2 Create a Bridge. Find what makes them go from unaware to aware.

Over Growth Hacks. Compilation rate (each user refers < 1 other user and you
achieve vitality).

Examples:

1.  Dropbox, they gave additional storage if you linked Twitter and FB

2. Facebook: Encouraged users to add their contacts so they could see
who users were. They then emailed others to join FB
3. Hotmail: Added PS signature that said "P.S: I love you. Hey your free
email at hotmail.com."
 Disclaimer

Disclaimer:

(1) I am an independent ClickFunnels Af liate, not an

employee. I receive referral payments f rom ClickFunnels.
The opinions expressed here are my own and are not
of cial statements of ClickFunnels or its parent company,
Etison LLC.”*

(2) This PDF contains af liate links.