Show notes
Welcome to the first episode in this special 8 part series. With Russell being incredibly busy preparing for Funnel Hacking Live, he decided to share some of the traffic tips that he released last year during the "Traffic Secrets" book launch.
On this episode, Russell reveals the CRITICAL difference between the "Searcher" vs. the "Scroller". You'll learn:
How to craft your funnel for BOTH types.
Why interruption marketing is so powerful (and how to correctly use it).
Why you must HOOK your audience before you tell your story or make your offer.
Listen in to learn more! Also, go get your FREE copy of Traffic Secrets here!
Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com
---Transcript---
What's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. All right, I've got a special treat for you guys over the next 30 days. One of the biggest requests I get people wanting to know more about traffic, which is one of the reasons why I wrote a whole book called Traffic Secrets, which if you don't have go to trafficsecrets.com and get it, what are you waiting for? Do you hate money that bad? Anyway, so what I wanted to do over the next couple of weeks because I've been slammed recently with obviously Funnel Hacking live is happening in less than a week from the time I'm recording this. We've also got inner circles relaunching we've got a whole bunch of other crazy things, like a bunch of there's lots happening. And so I thought it would be fun I think for you guys to get more traffic stuff and also take a little weight off my shoulders for the next couple of weeks is to give you guys access to eight episodes of me talking about traffic.
Now, this is something that I actually recorded during the pandemic when I was in the book launch. So I had a chance to go deep on a whole bunch of topics from the Traffic Secrets book. And so I want to share those with you guys over the next couple of weeks. So that's kind of the game plan. If you want, I would highly recommend getting the Traffic Secrets book and reading along as we go through the next eight episodes or so because I'm going to be going deep into each of the sections and the chapters and talking about all the principles, all the things you guys got to do to get more traffic into your funnels.
So I hope you enjoy the next few weeks, hope you enjoy the Traffic Secrets episodes. If you guys want more info about traffic, of course go get the book. On top of that we also have a Traffic Secrets podcast. These episodes are from that podcast. So hopefully you get addicted and make you want to go subscribe to that podcast as well. Thanks again you guys. I appreciate you for listening and I hope you enjoy the next eight episodes.
What's up everybody this is Russell. Welcome back to we're at day number three. Day number three of the Traffic Secret series. I'm going live every single day for the next, I don't know, we're in quarantine. Well as long as we want, as long as you're having fun, we'll keep doing this. So if you are having fun, please let me know down in the comments, be like, this is fun, Russell. We should do this more often. Or if you're like, I have better things to do with my day than sit in quarantine and listen to Russell talk about traffic. Well let me know in the comments down below if you're having fun because so far I'm enjoying this and I'm not going to lie, it gives me a little bit of break from all the other distresses of all the stuff we do. So I'm enjoying it. And hopefully you guys are having some fun as well.
As you guys know, oh, let me pull this over here so you can see inside the screen. We are on day number two, actually it has been in 26 minutes it'll have been 24 hours that the book Funnel has been live. And why do you guys, since you're all my marketing nerds who like to hang out and talk marketing with me, The Funnel is doing insanely well. We are just shy of 10,000 copies. So I was trying to get 10,000 copies in the first 24 hours. It'll probably be 25 maybe 26 hours before we hit it. But that's still pretty dang good. To put that in perspective, the average New York Times bestselling book only sells 10,000 copies the first week. So we are 10,000 copies in less than 24 hours which means this must be a book you guys are interested in. It must be a topic you are interested in. It's probably the most timely thing ever.
It's interesting when I started this project two years ago, not knowing when this was going to go live, not knowing the circumstances. And now with, depending on if you're watching this live or later, we are in day two or three of quarantine here. The coronavirus is just crazy and businesses are freaking out and people are struggling. And a lot of companies are shutting their doors. And right now the thing I think that people need more than anything is traffic, it's people. How do you get your dream customers, the right people to come to your door so you can help them and you can serve them. And so that's what this whole book's about. So my goal is hopefully you guys all get a copy. Again, these don't ship until May 5th but the audio books are there now. In fact 36% of you guys are buying the audio books.
So thank you for that but it gives you a chance to go and start listening to it immediately. But then I'm going live free here and I'm just going to basically share stuff in the book. So if you want to see some of the old episodes on Facebook, they are there. Other places, YouTube we got them there as well. But basically I'm going through the book and talking about it. So today I'm going to dive back in. You guys want some more insights from the book that will hopefully help you out in whatever part of the journey you're in right now? Hopefully you do. And as you're reading this, you're like, all right, fine Russell, you pushed me over the edge. I'm finally ready to get the book you've been talking about for two years, just go to trafficsecrets.com, you'll see The Funnel. And I would recommend going through the funnel slow.
This is the highest converting funnel I've ever done. And I've been doing this game for 15 years now. So this was 15 years of like me testing and trying a bunch of things. And this is the, I talked about funnel hacking. I said, you can go through, get all the arrows in the back, try to figure your way out or see where people where they're at today in their model. So right now this is where my funnel is at and it's killing it. Excuse me. We're averaging 80, almost $80 for every free book we give away inside the funnel. So it's working, it's good. Anyway, so that's the game plan. You guys ready to jump into this so we have some fun? I love it. All right, okay. I'm going to go. So here we go. I'm going to open up the box set.
Some of you guys yesterday on the live everyone's was like, where did I get the box set? And I'm like the only way you can see the box set is an upsell. So you've got to buy the book and then the upsell is like, hey, do you want all the books? All new hardbound copies and the workbook and everything. So that's the only way to get it is after you go to chaptersecrets.com and get your free copy of the book. I think it's $10 shipping handling US for the hard bound. And then it's like 19.85 I think international. And these will be shipping May 5th. This is a pre-launch, May 5th these will start shipping but the audio books that I recorded myself in a studio for three days are available beginning today. And yeah, so there you go.
Plus all the other bonuses, there's five insane bonuses you guys get with the book as well. Usually they sell each of those for 97 bucks as a standalone product. You get them for free when you buy the book for free. So if you like free then you should get a copy of the book. All right, with that said, I'm going to go in here. So the first day I talked about, I just read some stuff from the intro which was all about basically a storm coming, which is interesting now that we're in like the middle of the storm. But there's a storm coming, traffic shifting everything's different and you got prepared. I was lucky enough and blessed enough when I started learning traffic it wasn't when Facebook Ads were here. And I was trying to figure out how to run Facebook Ads. I was learning this stuff before Facebook, before Myspace, before Friendster, I was learning how to drive traffic from some of the original OGs of direct response marketing.
I was learning direct mail, radio, postcards, things like that. And as you apply these principles to the internet, it's really, really powerful. So if Facebook shuts down, or your ads account is banned or Google changes, this book is like, here's how to have a stable foundation to get traffic even in those times. I've been lucky to now have been doing this for 15 years. And I've been through a couple of market grows, a couple market crashes and I've seen networks come and go, Google Slaps, Facebook Snaps, a whole bunch of stuff. What is interesting is that we've not only survived in the times, we've thrived is because of the foundational principles you're going to learn here inside of Traffic Secrets. So talking about a storm coming. That struggle in chapter one, your dream customer. Shared some cool stories from this yesterday. I'm not going to go back into it but the whole key is becoming obsessed with your dream customer and the better you understand them, you understand what are they doing to move towards pleasure away from pain.
It makes it so much easier to find them. So today we're what we're going to talk about are two things called the searcher and the scroller. When you have your book, if you go to page 25, as I start talking about these concepts of the searcher and the scroller, I think I got some doodles in here. Yeah, I got some doodles in here. So for those who are like me, like the doodles, there is the searcher and there's the scroller. Now it's important to understands a lot of people think that traffic is just traffic. Oh, I just need to figure how to get more traffic. And so that's kind of all they're looking for. But you got to understand that people's habits are different. And so there's a searcher and there's the scroller. And what's interesting if you look at how business started back in the early 1800s, when did people buy something?
They had a need for it. So like, oh, I need a hammer. They would jump in the car, drive to the grocery store and they would go buy a hammer. They're searching for something. Now, when you're searching, you know what you're looking for. I need this thing to solve this problem, this thing. And so you're searching for it and you go look for it and you buy it and you come back. And for a long time, that's how business happened. Back in the early 1800s, early 1900s was a hundred percent of commerce happened through searching. Someone needed something and they went in search for it. The yellow pages came, they searched through yellow pages, find the business that had the thing they needed. Oh I need a plumber, find the person, they'd search for him and they can go and get him.
So what was nice for consumers is I could go search, I could find things I wanted. But as a business owner it was tough because I couldn't go and get people's attention. And so if you look at, and I share some of the timelines, like the first time the interruption, excuse me. So yeah, I'll go in that second, but searching is the first thing. And then, but again, searching is good because you can go find and find exactly what you want, that's the pros of it. And I think I've listed the pros and cons. Yeah, the pros for search is that when people come to you, they're hot. That's the thing, like I'm looking for a plumber, they call you, I need a plumber. Sweet, I'm a plumber I'm coming right over.
Or I need a hammer. It's like they're hot, they're looking for it. That's the pros of search. The cons is you can't stimulate that. You can't stimulate search and make you all of a sudden come search for me. And so that was kind of the cons of it. And so it was hard to really grow and scale company because you sit there waiting for people to search for you, waiting for somebody to get a desire. Then fast forward to 1927. So 1927 is when TVs were invented. And 15 years later on July 1st, 1942, it was during the Brooklyn Dodgers Philadelphia Phillies game at Ebbets Field it was the first ever TV commercial aired. So what happened? Think like this, people were sitting there, they're watching TV, in their homes, they're being entertained, they're enjoying, they're interested in baseball or watching baseball.
And then in the middle of that boom, they're interrupted with an ad. And then the ad was for Bulova Watches and Bulova. And think about before this, if Bulova wanted to sell a watch, what did they have to do? They'd wait for someone who's like, I need a watch and they'd go search for a watch. They're waiting, I hope business comes because they had to wait. That was the first TV commercial in the early 1900s. People were sort of watching TV, they're not planning. And all of a sudden in the middle of that ad they're interrupted. They're interrupted and after the interrupted then comes in the ad was, it says the ad was nine seconds long. In fact if you go to YouTube right now and search it, you can actually find it. I found it there. It is nine seconds long, it costs them $9 to run.
And the ad said, America runs on Bulova time. Now obviously that was not the greatest ad in the world but it was the ad. It was the first time somebody did interruption marketing. So people watching baseball so they were interrupted and Bulova had this little window of time where they could grab someone's attention. They could build up the perceived value, what is there to sell and then they can make them an offer. And that was the very first time this interruption concept happened. And interruption marketing is powerful because it gives you, because in research marketing, people have to be looking for you. They're interested, they have a desire, they're looking for you. With interruption, you have a chance to capture their attention and then make a presentation to increase the perceived value of the thing that you're trying to sell and then you make them an offer.
And in the book you hear me talk a little more about hook story offer in a day or two. I don't know when can we get there, but that's the next framework is when you interrupt somebody you got this little window of time. So I'm going to sit down here because this is my studio I'm sitting on the floor because that's what we got here when we're in quarantine. But what we understand that like this is some of the interesting stuff. And I have a friend, his name is Trevor Chapman and he's the one that kind of first made this concept light up in my head. He talks about searching versus interruption. So search marketing. Let's say for example you wanted a new home security system. So what would you do? You'd go on Amazon and type in home security system.
You'd search for it. And if you found it, you're like, oh, I need a home security. So I'm looking for it. And right now you can get a pretty good home security system on Amazon for like 200 bucks. You pay 200 bucks, it comes to you, you install it and boom, you now have a home security system for 200 bucks because you were searching for it. And people that search typically they're bargain shoppers, looking not just in one place, they're searching five different things, they're price comparison and all these kinds of things. But when they come to you, they're hot. They're ready to buy right now. Now put that in contrast with what Trevor talks about when he talked about what he did. He ran a sales team, a door to door sales, people selling home security systems. And he said, we didn't rely on search at all. We relied on uninterrupted marketing.
He said so what we do is we would go and we would go door to door and we knocked on the door and we'd interrupt someone during dinner or whatever it is, we interrupt them. And we interrupt and they opened the door and we had this little window time. The first step is to hook them, to get their attention we hook them. Right? When you pass that initial hook, then we have this window of time we can tell them a story. And the goal of the story is what? Is to increase the perceived value of the thing I'm going to sell, and at the end have a chance to make an offer. Now two minutes earlier that person was not looking for home security system but because I interrupted them, I hooked them with something that get their attention.
I told them a story to increase the perceived value that I could sell the thing that I'm selling for what it's actually worth. Typically the search-based marketing you're in a comparison game. It's a race to the bottom you're selling commodities and people are searching for all of their variations to find the cheapest one or the best with the highest ratings. Whereas interruption based marketing, they're not searching everywhere else in the world, you're coming to them. You're interrupting them. You make a presentation about the perceived value, what it is you're selling. And then you can sell for whatever you want. And he talked about how when he was selling security systems, someone could go on Amazon and find them for 200 bucks. But what we do, we knock on the door and interrupt them, tell our story, increase the perceived value, make them an offer and walk out the door with a $5,000 contract for a home security system.
That's the power of interruption marketing, gives you the ability to find people who aren't in the moment needing it, but you created a desire in them to be able to go and sell the thing. And so what's interesting as you start looking at the online, the same trend happened throughout history. When the internet first came out, there was what type of marketing? There was search. You would go to Google and you would search for something. And it was amazing because you could rank for the keywords, you can make a bunch of money, you can buy pay-per-click ads, but you only made money on people that were actually searching for you. Everywhere else you just missed out on the opportunity. And so you lost that money but it was a really good opportunity. And then a little while later, then also in the social networks started coming out.
And the social networks happened and then somewhere down the line and I have the dates in here, but somewhere down the line is when Mark Zuckerberg introduced the Facebook Ads platform, which was the very first real big play of interruption marketing. Someone would come on Facebook and they're hanging out with their friends, they're talking, they're being entertained. And then an ad would come in to interrupt them for a second. So you're strolling through the ads, awesome boom, your ad comes. And if you do it right, this is like the knock on the door for the door to door sales person. You knock on the door, it interrupts them for a second. Just long enough, you got their attention. You hook them and then it opens up this little window for you where you can now tell them your story.
And the goal of your story is to increase the perceived value of what you're going to sell them. And then you make them an offer, hook, story offer. And that's the power of interruption marketing is it gives you that little window of time where instead of like waiting for you to be like hey, I hope someone searched for cat food today because I'm selling cat food. Instead of waiting and waiting, we have to say, okay, who's interested in cats. Let me go find those people. Let me try to interrupt them. And we go knock on their door. Let me go through all these hooks and try to grab their attention just for long enough so I can explain to them why my cat food is so much better. My cat medicine or my cat whatever cat thing you sell. Tell them your story, increase the perceived value which is selling themselves what it’s actually worth.
Then you're not going out there and they're fighting and they're comparing your cat food versus 500 other people. You have the ability now to increase the perceived value, sell your thing for what it's worth. So that's search versus interruption. And if you start looking at all the different advertising networks out there and you start classifying them. So Google is a search platform, people are coming to search on it. Yahoo is a search platform. I don't even know what other ones are out there. I just use Google. But those are the search platforms. Then you got a Facebook and Instagram, these are interruption platforms. They're getting people's attention. They're categorizing people based on what they're interested in. And you really come in to interrupt those people saying, I want to end up all people interested in cats.
All people interested in fitness, all people interested in business. I interrupt them and then it opens a little window for you to come in there and set a hook to get their attention, tell them a story, increase the perceived value that we have and then make an offer. And that's the magic. So then again, the first phase we talked about in this book here was you're taking your dream customers, you're identifying, you're breaking them based on people that are trying to move away from pleasure and people who are trying and move towards plain. We have different messages for both those people. They are not the same, they're different. So maybe we have different funnels, different landing pages, different ads are speaking differently to each person. The next thing is understanding, where am I going fishing? Where am I trying to find these people?
If it's search based, that's okay but I'm going to speak those people differently. Those people would probably do more comparison shopping. Those people are probably looking for a deal. They're researching, they're searching for you, they find you. So if my landing pages aren't based on understanding hey, this is the mindset someone's coming to they are they're researching, you're going to struggle. Now if someone's in Instagram or Facebook, they're doing something else, I'm interrupting them. So I have something exciting, I have something cool, I have a cool background. I need something like this where they're scrolling through their feed and it's like, what is this thing? Why is Russell waving a book? Like yesterday I had my Thanos. I had these gloves on yesterday because when the videos are on Facebook and Google I want someone scrolling through to be like why does Russell got this weird glove?
And they're going to stop. I hooked them just long enough to have a chance now to tell them my story, to increase the perceived value, what I'm doing and then make them an offer. Okay. By the way, BTW, those who are watching this video on Facebook, Instagram, YouTube, wherever you are, what did I just do? I hooked you right. I've been telling you a story to increase the perceived value of the offer I have for you. Some you guys are like, dang, that's in the book. That's secret number one in the book. That's awesome, I need that. So I told you the story to increase the perceived value of this thing that I'm going to offer you here in a second. Wait, Rusty you practice what you preach. Yes, I do every day. So that's what I'm doing. Now if I'm putting this out to a search audience this is going to be different.
My message is not going to be me with a Thanos glove trying to interrupt him because they're already looking. They're looking for like how to get more traffic. I'm going to come to that. Hey, here's the review page. Here's five ways to get traffic, boom, boom, boom. And by the way, number one book to get traffic is this book right here which you will get it for free at trafficsecrets.com. I'm speaking to them differently. So you're categorizing people based on search versus interruption. And understanding that your ad campaigns are structured. All the things you're doing are different depending on which way people are coming into your worlds. Does that make sense? I think so many times people group traffic or advertising like just one thing. It's like, no, you guys are not understanding the intricacies of what you're doing.
And so I need you to understand that if I'm speaking to somebody who is searching for someone who I'm interrupting because it's different, my ad's different. My ad on my Google ad is not me running around going crazy or lighting my book on fire. But my ad on Instagram is, my ad on Facebook is. I've got to grab your attention just long enough to open a window so you will listen to my story so I can increase the perceived value of what I have to sell and I can make you an offer. And start thinking, I guess if you're thinking in your mind like oh my gosh, I've seen this over and over again. When I go to Google, I search for stuff. What are the landing pages look like? People are successful.
What do those ads look like? What are they saying? How are they speaking to me? I'm speaking them differently than I'm speaking to somebody who I'm interrupting. If I'm interrupting, I'm doing crazy videos, trying to capture your attention and to get you to like focus. And just long enough so I can grab you, grab your attention and tell you a story. So that's the key that we understand there. It's a little different, a little slight intricacies, little slight differences but it's the key to this whole game.
Oh yeah. So Google is a search platform. YouTube is interesting because YouTube is a search, but it's also a social. So YouTube is one of my favorites and there's a whole chapter here going deep into YouTube because it's a search and it's an interruption platform. And so there's different strategies when you're inside of that which are kind of fun. Facebook, Instagram, are interruption platforms. Other search based platforms like Quora, where you're going to you're searching questions, you're answering questions. That's a search based platform. So if you start looking at where to get traffic and you start thinking through it in your mind, realize there's search based, interruption based, there's two different things. And it's important because that's some of the foundational stuff you've got to understand as you're going after dream customers. So that again, yesterday's video and today's is all just secret number one, we haven't gotten to secret number two yet.
So let me come back real quick. So secret number one, I did introduction date number one yesterday or today and yesterday was who's your dream customer. And then today I talked about searcher versus scroller. You can see that in the video there. Tomorrow's video I'm going to go into secret number two, where are they hiding? So depending on if this is live with this tomorrow, if this is on YouTube or on a playlist, like there's probably a place here where you can watch the next one. But after we can go into next is where are they hiding the dream 100. Now really quick, now that I've grabbed your attention, I've told you a value increase the perceived value of this book. Hopefully now I'm hoping you want a copy of this so badly. So if you want one, guess what?
Right now during pre-launch, they are free. You just got to cover the shipping handling. This is the hardbound book. I've already paid for the printing of this thing, they're not cheap to print. So I paid for the printing. They are going to be shipping out on May 5th. Right now we are in pre-launch. We've almost sold 10,000 copies the first 24 hours, which is crazy, really proud of that. Proof of these traffic things we're talking about actually work. But you can get a copy right now. trafficsecrets.com during the pre-launch. Again, we ship these May 5th, but when you're buying this, one of the order form bumps as you go through the funnel is for the audio book. The audio book is done. I spent three days in a warehouse, not a warehouse, in a studio reading this entire book. You can get the audio book immediately.
And inside the audio book is actually links to a supplemental PDF that has all the doodles and stuff. So as you're listening, you can look at the doodles and make sure you understand the concepts. That's available today. You can start listening to the audio book right now. You just got to go to trafficsecrets.com, get a copy of the book. This ships May 5th and then the order form bump is the audio book so you can listen to it, which is awesome. Right now like 36% of you guys are taking the audio book. So that means that one third of you guys are ready to listen today. The rest of you is like, I'll worry about traffic in the future. But honestly, right now we're in scary times. I'm in quarantine right now, I'm sure most of you guys are in quarantine or at your house hanging out.
I'm recording this on phone, on my iPad because my film crews are in quarantine everywhere. Like it's chaos right now but you got to understand the most important thing in business for all of you guys in good times and in bad is traffic. It's the people, it's you having the ability to get your message in front of people. If you're not able to do that, it makes business really hard. If you are able to do that, makes business easy. So how do you get traffic? Not just how to get any traffic, how do you get the stuff that the buyer says, the underground playbook for filling your websites and funnels with your dream customers, not just any customers, your dream customers, the ones that have money, the ones that can afford your products, can afford your services. The ones you actually want to serve. And so that's the game plan you guys, that's Traffic Secrets.
Now it’s time to get yours at trafficsecrets.com. Someone said they ordered the book but never got a confirmation email. I'd look in your junk folder, email is like the least reliable thing on this planet. I hate email, I wish somebody would make something better than that. So all right. Oh, someone is asking, how much is the book? So the box of the first upsell is the box set. If you want the entire box, I won't spoil it for you, but when you go through the funnel, when you buy the Traffic Secrets book, the upsell is to get the whole box set. The box has Dotcom Secrets book, the Expert Secrets book, the Traffic Secrets, all hard bound. And these have all been updated. I added over 30,000 words to each of these books before the new hard bound versions came out. So these are all the three newest versions.
And also this is the Unlock Secrets Workbook. It's a 600 page workbook that comes with it. If you want this huge box set, it is the upsell at trafficsecrets.com but you got to get the book to be able to see the offer for the whole thing. So I'd recommend getting it because it's awesome. So anyway, I appreciate you guys. Thanks so much for hanging out today while you were at home or doing your thing. And just remembered that this is not a time to hide and do nothing. This the time to serve your audience to higher level. Go live, tell your story, tell your message. Give people a message of faith and hope. Don't stop selling things, don't stop promoting. If the economy, the best thing for the economy is for us entrepreneurs to keep doing what we're doing. If we stop all commerce from happening, this is horrible for the economy.
The scariest thing for me personally is not this virus, it's the economic repercussions of it. Our job as entrepreneurs is to keep doing what we're doing. If we stop, the economy will stop. And that's when it gets really, really, really scary. So yeah, keep producing you guys, keep publishing. I've been talking about this for years, and as you get deeper in Traffic Secrets book, one of the things I'm going to challenge everyone is publish every day for a year. Whether it's Facebook, Instagram platform, YouTube, I don't care.
Pick a platform and continually publish every single day for a year. If you do that, you'll have no more financial troubles in a year from now but you got to be consistent and start publishing. So I'm going to publish every day. Every day I'm going to be reading parts of the books for you. Hope you guys enjoyed today. Got some ideas out of it and I'll be back tomorrow with the next chapter, secret number two we're going into you guys. So between now and then, go get your copy of the book trafficsecrets.com. And I'll see you guys all again very, very soon. Thanks everybody, appreciate you all. And will talk to you soon. Bye.
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