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Traffic Secrets Book Summary Part Three | Author Russell Brunson

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Secret # 7 – Infiltrating the dream 100

You have more leverage when you have your own show, or your own platform.

 

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.

 

None of these people needed another friend. They did need, however, access to your platform, and so that gives you the ability to get your foot in the door, build friendships, and start partnerships. This is the key to working your way in.

The more powerful thing to understand is that today you don’t have to convince a network that you should have your own show. Instead, you can click a few buttons and that fast you can have a show on all the major apps. 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)

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.

Your primary distribution channel: Email

The modern-day application of direct mail is email.

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.

 

Your primary show channel: Text, Video, or Audio

 

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.

 

The modern-day application of newspapers is a blog.

 

The modern-day application of sitcoms, talk shows, and reality TV are respectively YouTube, Facebook, and Instagram.

 

The modern-day application of radio is a podcast.

 

Listen to Marketing in Your Car by Russell Brunson

 

“Endure Long Enough to Get Noticed”:

 

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

 

Pick a channel and publish daily on it.

 

Hunger to make the perfect piece of content is what’s actually crippling them.

 

You have to put out valuable content on a regular basis.

 

You should be doing a YouTube blog or podcast or some sort of long-form audio/video series at least once a week. You should be posting on Instagram and/or Snapchat stories at least six to seven times a day.

 

Document. Don’t create.

 

You can ponder about the strategy behind every post and fabricate yourself into this “influential person”……or you can just be yourself.

 

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.

 

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.

 

To grow your show, reach out to your Dream 100 to see if you can be a guest on their show.

 

The reality is that many people you ask will say no, and that’s okay, because you don’t need everyone. You just need one: one guest that you can then leverage to get the others.

 

Putting all together

 

Recap

 

Step #1: The first step is to figure out what type of show you want to have. If you’re a writer, then you should start a blog. If you like video, then you should start a vlog on one of the video platforms. Lastly, if you like audio, then you should start a podcast.

 

Step #2: Your show will be you documenting the process of achieving the same goal that your audience will be striving for.

 

Step #3: You’ll leverage your Dream 100 by interviewing them on your show. This will give you the ability to build relationships with them, give them a platform, give you the ability to promote their episode on your show to their audience, and get access to their friends and followers.

 

Step #4: Even though this is your own show, you’re renting time on someone else’s network. It’s important that you don’t forget it and that you focus on converting it into traffic that you own.

 

Section Two – Fill your funnel

In the first section of this book, we focused on truly understanding who your dream customers are, finding out who has already congregated them, and learning how to get access to those people and get them onto your lists. In this section, we’ll be shifting more into the tactics of how to fill your funnels with your dream customers on the following four advertising platforms: Instagram, Facebook, Google, YouTube

Each platform has a goal to make the best user experience for their end user as possible. That’s what keeps their people coming back again and again. Google wants to make sure that they give their users the best search results possible. Facebook wants to make sure you love the things that show up in your feed. Once you understand that creating the best user experience possible is their goal, then you can start asking yourself how you can align with their goals.

 

Step #2 – Find and model your Dream 100:

 

Here are the three things it will take to funnel hack social algorithms: 1) Follow each of your Dream 100 and spend 10 minutes each day watching what they are doing. Write down the answers to these questions: What are they posting? How are they getting people to engage with what they post? What paid ads are they running? 2) During these 10 minutes, try to comment, like, and engage with as many things they are doing each day as possible. 3) Notice the pattern of what is working right now and model it for your posts (funnel hacking). This will give you a pulse on what is working in the market on that platform right now. It gives you the ability to see in real time what the algorithms are rewarding today.

 

When the pattern interrupt becomes the pattern, it stops being as effective.

 

Step #3 – Identify the publishing strategy and create your publishing plan:

 

Step #4 – Work your way in:

 

Step #5 – Buy your way in:

 

Step # 6 – Fill your funnel:

 

The goal is always to convert all the traffic and attention into traffic that you own

 

You do that by pushing people into your funnels where you can get their contact information, sell them your front-end products, and then push them through a follow-up funnel to ascend them up your value ladder.

 

Secret #8 – Fill your funnel organically (Working your way in)

The goal of social networking is to invite people back to your home and, from there, to introduce them into your funnels.

 

Register for my webinar, attend my next event, read my new book, or join my newsletter list. That’s how I invite people from my house into my funnels.

 

Producer, not consumer

 

If you’re spending more than 10 minutes a day consuming social media, then you are wasting your time. The keyword here is “consuming.”

 

As of today, you are no longer a consumer of social media. You are a producer of social media. There is a big difference. Consuming social media doesn’t serve you or the audience you’ve been called to serve. Producing social media does serve them.

 

The first step in this process is to do a social media reset. That means unfriending and unfollowing almost everyone on every platform that you’ll be using to generate traffic. That way, you won’t be distracted by the nonsense that everyone around you is posting.

 

From here on out, you’ll use social media as a business tool, not a social tool.

 

After you unfriend everyone, I suggest only following your Dream 100 on each platform.

 

Now that your social feed has been cleaned up, go and look for the social parties that have the most people engaged in them.

 

Look for the largest parties in town where you can get the most exposure for your efforts. Depending on the platform, you’ll be looking for the largest groups, podcasts, blogs, videos, and Fan Pages that you can go to and become the life of the party. As you participate in these groups and serve their audiences, the people will naturally start coming back to your home.

 

Secret #9 – Fill your funnel with paid ads

To get your best results for paid ads, don’t stop with prospecting ads. Continue with retargeting ads to give your warmer audience another opportunity to buy.

 

Step #1: Create lots of prospecting Ads to “Hook” your dream customers

 

The big secret. More creative. More hooks. More ads.

 

Targeting for Prospecting Ads

 

Dream 100:

 

Ideal customer avatar:

 

Overlapping sections of multiple audiences:

When you target overlapping sections of people, meaning you layer your audience and only target those who have multiple things in common, you can bring down your ad costs and get better results.

 

Step #2: Use a retargeting funnel to create customers

 

Through retargeting, you can reach those who didn’t buy when they first saw your ad.

 

Audience #1 – Engaged:

 

Audience #2 – Landed:

 

Audience #3 – Owned:

The three types of audiences to include in your retargeting ad campaign include: engaged audience, landed audience, and owned audience.

 

Engaged — Sell the click:

 

Landed —- Sell the opt-in or purchase:

 

Owned —- Sell the next step:

 

The lowest hanging fruit in the advertising world is running ads to your subscribers, followers, and ever-growing lists that you own.

 

Secret #10 – Instagram Traffic Secrets

 

Step #1: Understand the history and the goal

 

Step #2 –Find your dream 100 on this platform

 

Follow only those people who are already successfully serving the market that you want to serve, so you can understand what message they’re sharing. Then you can figure out your unique angles inside of that ecosystem and unfriend or unfollow everyone else.

 

Step #3: Identify the publishing strategy and create your publishing plan

 

On Instagram, you have two different ways to interact with the platform: by viewing other people’s content or by posting your own content.

 

The JK5 Method, you first need to create five main categories of things you’re passionate about. This will help to give you a recognizable brand, and as you post images, you’ll simply rotate through these categories so your followers get a good understanding of who you are beyond what you sell.

 

Before posting any picture or video, though, I highly recommend using Jenna’s “ABCDQ Test” to see if it is “on brand” and therefore worthy for your profile. Here is the test: Aesthetic, Brand, Consistent, Diversity, Quality.

 

Goal of Post. Each post you make should have one goal. As I post any picture and write its caption, the first thing I do is decide if the hook is meant to inspire, educate, or entertain:

 

Type of Caption. After I decide the goal of the post, I try to figure out the type of caption to post. According to Jenna, the three most common types of captions and how to use them in business are: Tell a story, Ask a question.

 

Make a list and use Hashtags

 

You can use up to 30 hashtags could show up in their news feed! Images, or hooks, show up in the searches and feeds of your dream customers.

 

Hashtags are the equivalent of keywords in search engines. Sometimes, you can put your hashtags in your actual caption (we call these overt hashtags) where your audience will see them, but typically most of your hashtags will be posted in the first comment after you post your image (we call these covert keywords).

 

To increase our reach, we place a few overt keywords in our post and the majority of our covert keywords in the first comment.

 

The offer (your call to action): The last step in creating your post is your CTA. Every single post needs a CTA, and it can vary from being a very small ask to being a big CTA. Examples of small asks include: “Double tap,” “Hit the ‘like’ button,” “Post an emoji,” or “Comment below.” Examples of bigger calls to action include: “Share this post,” “Tag 3 friends,” “Click the link in my bio,” or “Sign up for…….”

 

If you need more examples on how to do this, then look no further than your Dream 100. If they’re successful, you’ll see this pattern within their posts, and you can model it for your own posts as well.

 

Instagram TV strategy (Your produced video content)

 

The sweet spot for video length is three to five minutes, so we’ll spend that time answering a question or diving more deeply into a topic. These videos become our IGTV episodes.

 

After your account grows to 10,000 followers, though, you can unlock a really cool feature called “swipe up.”

 

Use the framework: Feel, Felt, Found. I might say something like. I understand how you feel….I felt same way….This is what I found….Then I make a few stories introducing a special offer

 

You can pay influencers to do a “shout-out” and mention you on their profile.

 

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