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They believe that if you have a great product or create an amazing company, the customers will automatically follow. That is not true, if you build that, they will not come, right? You have to learn how to market. I always tell people like, "Your business is not the thing, right?" And so all you guys have a different business. You guys have a product, right? You're selling some kind of a physical price. So you guys are selling a service. You guys are selling information or coaching or whatever. My business is not the book. My business is the marketing of the thing.

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Transcripts:

What's up everybody. This is Russell and this is my Thanos Glove. I got corrected by everyone guys because I said Thanos, I think it's Thanos. Or maybe I said, Thanos supposed to be Thanos. I don't know. I get confused, but this is the glove. All right. So those zero backstory in Avengers Infinity War, Thanos was the bad guy or Thanos. I apologize in advance, who basically gets all the infinity stones into the gauntlet. And then he snaps his fingers and half of the entire population disappears overnight and dies in the whole universe. And if you guys have been paying attention, that's what this whole book launch is about. So today the Traffic Secrets book comes out at 02:00 Eastern Time, which is noon, Mountain Time.

This is going live and you can finally get your copy of trafficsecrets.com. So depending when you're watching this, if you're watching it live, then it'll be happening soon. If you're watching this in replay, meaning it might already be live. But the premise of this book is basically the traffic is changing. And right now we are in crazy times. I am literally in quarantine with my kids, as many of you are as well. And we're in this crazy time where things are happening. And excuse me, what's actually interesting is right now there's some economic instability, right?

And right now this is happening. It may not be Zuckerberg snapping his fingers. May not be Thanos snapping his fingers. But right now the economy is snapping its fingers, the Corona virus is and tons of businesses are going to be failing and it's a scary time. And so really the way to survive and thrive during this time is really understanding a couple things. "Which is how do you get people into your door? How do you serve those customers? How do you do it in a way that gets them to want to continue to work with you?" Because it's interesting, money hasn't disappeared, as people are scared to spend it right now. So how do you build a business in a way that gets people excited to spend money with you?

And so, anyway, that's kind of what this is about. So every single day I'm going live. Yesterday I went live and I read some of the introductions to you of Traffic Secret's book. And today I'm going to read some of chapter number one and tell you guys some stories. You guys in for that? Who here's interested in me reading some more out of the Traffic Secrets book? That's coming soon to a funnel near you really quick. So this is the Thanos glove, right? Snaps his fingers and half the population disappears. But if you've seen Endgame, this is Iron man's version of the glove. When he goes back to snaps his fingers and the other side of the world then Thanos', This finger is stuck, hold on, bad guys disappear and they come back and all the good guys come back. So we've got two gloves. These are so loud.

This is the Zuckerberg/Coronavirus glove snapping that's affecting businesses. And this is going to be the Traffic Secret side, we come back and we destroy the bad guys, we save all businesses. Anyway, there's the cheese analogy. But as you will hear me read the Traffic Secrets books, all about haux story offer. And my guests, some of you guys saw these weird gloves and you're like, "What is that?" And it was a hook to grab your attention just long enough I can tell you a story to pursue value of what I have to hook story offer. Anyway, that framework is weaved into the DotCom Secrets book and the Expert and the Traffic Secrets book.

But today, we're talking about Traffic Secrets book because today's the launch day, huh! Now a couple things, the book doesn't actually ship till May 5th. I know our publisher's... Its a weird publishing thing and all that stuff, but the pre order goes live today at 02:00 Eastern Time. So at trafficsecrets.com, you can pre-order your copy. But here's a little secret. If you guys, who wants the inside tip, we'll give you two inside tips. One of them, if any of you guys are interested in the box set, this may or may not be an upsell after you get a copy of your Traffic Secrets book. So if you want the entire Secrets Trilogy, DotCom Secrets, Expert Secrets, Traffic Secrets, the new updated hardbound version. Each of these has over 30,000 new words. Then we got Traffic Secrets brand new and then Unlock the Secrets, which I can't tell you too much about other than it's a workbook that helps you to consume the whole thing.

If you're interested in this, this may or may not be upsell there's secret number one. Secret number two is I record the audio books of DotCom, Expert and Traffic secrets. And those actually inside the funnel, they're also kind of an order form bump thing. The audio books are done and live. So you may not be able to read this book till May 5th, but you can start listening to it today. Ah, who's freaking out? Anyway, hopefully you're freaking out. All right, so I'm going to go into this. Yesterday we read... The one thing the box is hard to get the books out. Ah, but after the books are out, they look so good.

All right, so what we're going to do right now is I'm going to... Yesterday, I read part of the introduction to you guys. And if you remember the introduction I talked about, basically... And I apologize, and that's my eyes going back and forth. There's like multiple cameras on, on Instagram, Facebook, YouTube. So I'm at my house quarantine, so I'm doing all this technicals by myself. So if I look goofy, that's why I usually have a team of people help me out. But right now it's all me, the one man production studio. All right, so Traffic Secrets book yesterday, read the introduction and talked about the introduction about the Thano snap, right?

Where if he has seen Avengers Endgame or Infinity War, he snaps his finger and half the population disappears. In Peng Joon were joking about how that's similar to Mark Zuckerberg or back in the day when I was getting started was Larry and Sergey, right? Having you guys remember traffic before the Google snap, right? The Google slap PPC used to be easy. We got Google slap. The SEO we got Google slapped three or four, five or six times. And it was tough. And I literally saw as my friends and entrepreneurs, half of the people I knew had business online, they disappeared over night because they weren't prepared.

And right now we've got Facebook and we were joking about how Zuckerberg we nicknamed him Zenos because he's a blend of Thenos and Zuckerberg. He can literally snap his fingers and half their businesses online will disappear overnight. And right now it's been happening. I'm so sure you guys have been watching and seeing it as ads accounts for in band people getting shut down, all sorts of stuff. And so it's coming back to the fundamentals like, "How do you build a business today that's not going to get shut down. Or if it does get shut down, how do I stay relevant? How do I keep getting traffic even outside of those things?" So, that was kind of the journey that I started with when I started on this book. As how do we create traffic that's not going to get shut down. How do we create something that we can survive and thrive during tough times?

Little did I know literally during the launch day would be the same day that the entire world's under quarantine. And so these principles now are more important than ever. If your business can't get customers, if you can't get traffic, you are in trouble. I'm watching it now as tons of businesses who aren't focusing online are struggling. They're getting shut down and also if you can't socially network, if you can't meet people, if you can't talk to people, what happens, right? It comes down to traffic, your ability to get people online. Right now is the best time ever, because right now people are home board out of their mind, sitting around. How do you learn how to get traffic and use these skill sets to get people, to come into your funnels, to come into your websites? And so this is why this gets crazy actually how timely this book is. And I'm really proud of it and excited.

So yesterday I read the introduction. If you missed that video, go back into the live streams or whatever and go and see if you can find it. But today we're going into chapter. Number one, actually they're not called chapters here because this is the secrets book. This is secret number one. You guys want to see the table contents? I don't, if it's inverted, you might not be able to actually read it. But there's the table contents. This three section, section number one is your dream customer, section number two is fill your funnel and section number three is growth hacking. I'm not going to lie my favorite section is growth hacking. I wish I could have led with that, but it's like, "You have to have all the fundamentals and understand these things first before here." But this is the ninja tricks that are like, "What! Russell, how did you get to Traffic before Facebook? "Oh, there they are." "How'd you get Traffic before Google?" "Oh, there's all this secret."

Anyway, so you'll get to growth hacking, I'm excited for you guys to read that, but today we're going to start in section number one, which is your dream customer and Secret number one is actually, "Who is your dream customer?" And so, like I said, I'm not going to actually read this because I read this whole thing in the audio book and took me two days. I'm going to just tell you have some stories from this and hopefully get you guys excited about it. So again, section number one starts with your dream customer. And I tell a story here about one of my buddies, Dr. Chad Wilner. And it was interesting, the storytelling here, he's a chiropractor and he had gone to chiropractic college, right? So I don't know how exactly that works.

There's four years of real school and then there's four years of chiropractor school, I think, or whatever it's called, I don't know. I think actually I called him when I wrote this book. It was DC degree, he is doctor of chiropractor. So he spent eight years in school, to become coming to chiropractor. Then he goes and works in associate for a while. And he decides he wants to start his own practice. Because he an entrepreneur. Starts, his own practice goes in there and then what happens? Nothing crickets and he's like, "I'm not making any money. This is really frustrating." And the story in here, he calls me was like, "I'm going trough a bad place can you come over?"

I come over, then we start talking, trying to figure out how to get his business started. And then he says something that's so powerful and I want to show this to you. This is a quote from, from Chad that night, he said, "I went to college for four years to get my degree. And I spent an additional four years at chiropractic college to become a chiropractor. In all that time, not once did they ever talk about how to actually get patients to come to my clinic." What!" And then my quote back here, which I love is like, "Isn't unbelievable?" They can lock up an entrepreneur for eight years to teach them a skill, but not even spend 10 minutes showing them how to market that skill. To me, that's the biggest problem with our education system, it's one of the biggest issues that plague new entrepreneurs in any market.

They believe that if you have a great product or create an amazing company, the customers will automatically follow. That is not true, if you build that, they will not come, right? You have to learn how to market. I always tell people like, "Your business is not the thing, right?" And so all you guys have a different business. You guys have a product, right? You're selling some kind of a physical price. So you guys are selling a service. You guys are selling information or coaching or whatever. My business is not the book. My business is the marketing of the thing. That's the big secret, right. If you can't market the thing, it doesn't matter. Okay, you can have a better product than everybody, but if you don't know how to market the thing, you do not have a business.

So business you have to understand is not the thing that you do, the product, the service, whatever, it's the marketing of the thing that is the business. When you understand that it changes everything. You understand that traffic is the only thing that actually matters, okay? And hopefully you've got the best product in the world not spend time to make it the best, but you have to understand it doesn't matter how good your product is. It's how good you are marketing the thing. That's the big secret. Okay, and so that's why this is such four books. Sounds intro. Okay, then who is your dream customer? Okay, and this is something that if we were to do a class just on this alone can spend a week or two. Sorry I'm sitting on my floor because that's the way I can figure set up my phone. Anyway that's what we do in quarantine, right? All right, so in section of who's your dream customer? This is where all traffic starts at.

Most people start with like, "How do you do Facebook ads? How do you do Google ads?" That's where they start with. I say, "No you're missing everything." The first step in this process is understanding at a deep level, who is your dream customer, right? And in here I tell a story from my buddy Perry Belcher. Perry's one of the co-founders of DigitalMarketer.com and Traffic and Conversion. One of my favorite and smartest people I've ever met. But he told me the story and I called him up when I was writing this chapter to make sure I got the details right. And basically Perry used to have a whole bunch of physical products and stuff he was selling. In fact, he told me this story, I think this is true, he actually invented hand sanitizer.

Now, I don't want you to fact check me because maybe I'm wrong. But I heard this story that he was trying to make liquid candles and they didn't work because they kept lighting on fire. And then he had all this $50,000 was liquid candle stuff laying around. And he's like, "What should I do with this?" And one of his partners was like, "Well, if you put it on your hands, it kills germs." He's like, "We should bottle this crap." So he did, and then sold at some company who eventually sold to Purell. So, all these hand sanitizer things, thanks to Perry Belcher, I think. Don't quote me on it, I heard that one time. Anyway, so Perry was at Sally Beauty Supply pitching a product to the buyers of Sally Beauty Supply. And he shows the first product and they're like, "Oh no, I don't think Alexis dont like that."

He shows them the next product. And they're like, "No, I don't think Alexis like that either." Shows three or four products and finally he's getting so mad because every single product he shows them they're like, "Oh Alexis wouldn't like this." And he is Like, "Who is Alexis? She sounds like she's the decision maker. Can I get her here? Because if I can picture her, I guarantee she's going to want my stuff." And they start laughing and they're like, "No, Alexis is not a person, Alexis is our customer avatar." And they took him into another room and showed him like, "Here's a picture of Alexis and what she does and what she believes." And they said, "In our company, from every decision we make from how do we market, what products do we have? The music playing in our stores, everything is based off of whether or not it would make Alexis happy. If that's something she would actually want."

And he had the big aha of like, "Oh it's not that we're in the product business, we're in the customer business. How do we serve the customer? Right?" Right, and so for you really come back and like, "Do we have that? Have you guys have re developed your customer avatar. Do you know who you're actually going to serve?" Because in this book, I'm going to show you how to find your dream customers. But if you don't know at a deep level who those dream customers are, it's all for no. It's just a wasted activity, right? So I tell that story here and talk about becoming obsessed with your dream customer and getting to know them. You got to know them at a level that they don't even know themselves sometimes. I guarantee that you guys, as my fans and followers and friends and future customers with the brand new book Traffic Secrets is going live today at noon.

I bet you, I know a lot more about you guys than you may even know about yourself. I know about your browsing habits. I know what you do. I know what your deepest desires, your core fears your core passions. I know the things that are pulling you away from pleasure and the things you're trying to get back to pleasure and away from pain. I study you guys at a deep psychological level that you probably don't know about. And this book talks of what I do and how I do it. Right? We are talking about how people in all aspects of life that are always, either moving towards pleasure away from pain. And depending on where you are in your business right now or in your life, you're making all decisions because you're trying to move towards pleasure and away from pain.

It's interesting, most people make their decisions one way or the other, right? And it's interesting because most, not all. In fact, I'm going to do a poll right now, as you all listening and post standalone comments. Do you make most of your core decisions because you're trying to move away from pain, right. Like, "I want to fire my boss, I want to get out of debt because... I lose weight because I just don't feel good." Right, those decisions away from pain. How many you guys make most of your core decisions away from pain? Or on the flip side? How make your decisions because you want to move towards pleasure. Moving towards pleasure away from pain's lik, "I want to fire my boss or I'm I sick and tired of feeling sick and tired." Right? Towards pleasure is like, "I want to get rich, I want a house, I want a boat or I want to six pack abs so the ladies like me or whatever." Right?

So, it is away from pain towards pleasure. And what's interesting is that most people make their decisions based on one of those two things, right? And what's fascinating I found, in fact first of this is the vote it's down below. Do you make your choices because you're moving towards pleasure away from pain? Most of us down below will say pleasure or pain. I'm curious how many guys are pleasure, how many as are away from pain. So I'm comment down below. I'm seeing both come in and I've got pleasure away from pain. Pleasure, away from pain. So you guys do a little bit of both and yeah, you do a little bit of both, but primarily most you guys make decisions based on one or the other. And what I found as fascinating is most entrepreneurs, not all, I'd say probably 80% of entrepreneurs make their decisions moving towards pleasure.

Whereas if you look at the society as a whole 80% of people, again, this is a stat I pulled out. I mean, maybe it's different, right? But the majority people make their decisions moving away from pain, which is fascinating. And so what happens a lot of times is entrepreneurs will create ads because we're like, "I want to move towards pleasure." My people do so, we make ads, try to get people to move towards pleasure because that's what we would do, yet the majority of our audiences actually are trying to move away from pain, all little distinction there. And so if you make ads that talk to people, moving away from pain and talking towards pleasure, you cast a much wider net. Especially times during economic and certainty right now, a lot of us are in quarantine right now, okay?

And people that may have in the past made decisions towards pleasure right now are freaking out and they're making their same decisions to stay away from pain, right? That's why people are going in hoarding, toilet paper, like crazy right now. Right? Because trying to move away from paint. They have the fear of the pain of what happens if I don't have toilet paper, I have food storage, I don't have whatever. And so we can definitely shift around and based on economic circumstances and things, we may shift how we're purchasing and stuff. But it's important to understand that knowing how your customers make their decisions and writing ads and landing pages and offers based on that, right? All right, so there talks about that here in this first chapter. Oh there's so many cool things.

Oh I'm so sure that if you guys get this book you will freak out. This book is not light reading. It is a beast, but you're going to love it. And I've exercised in here, if you go through and figure out what are the things people are saying in their mind, if they're moving. Because you have to talk about this in the book. You have to get good at getting inside because the conversations already happening inside your customer's mind, right? And so the questions, the exercises in here, like, "Well, what are they saying? If they're trying to get out of pain, what are the keywords they saying? What are the phrases? What are they looking for? What are they talking about? And if they're moving towards pleasure, what's the difference? What's happening there?" Okay, and I show examples. So you can kind of see in charts that have different examples towards pleasure away from pain and stuff like that. Anyway, that's kind of where I'm going to go today.

I'm going to come back tomorrow, I'm going to pick back up a chapter one. We're going to go deep into the searcher and the scroller because that's the difference between search based marketing and interruption based marketing. Which is a whole another, fascinating topic by itself. All these in chapter one. And again, we don't call them chapters all in Secret number one. So anyway, hopefully this gets you guys excited. I'm excited today's the day. I've been talking about this for two years. Some of the backstory, I don't know if you guys knew this, when I wrote the dotcom seeks book, I was like, "I will never write a book again.

That was the most painful process of my life and I'll never do it again." And then about a year after wrote DotCom Secrets book, I was actually at a dinner with Dean Graziosi and I who wrote the forward for this book. And I was sitting there and we're sitting across the table having dinner, I don't even know what we're talking about, but in the middle of conversation, I was like, "I'm supposed to write another book, it's called Expert Secrets." And it's like, "How do you tell your story inside of a funnel?" Because DotCom Secret is all about how to build funnels. Expert Secrets is like, "How do you tell the stories inside the funnels. Right, that move your customers, get people to go and buy from you. Storytelling, persuasion, all those things that happen inside the funnels." And so that night I remember coming back to hotel room, I was sharing a hotel room with Dave Woodward and I was like, "Okay." Dean's Instagram was posted I remember like yesterday.

Yes, I was like, "One of the first times we actually hung out." Anyway, we got to the hotel night and I told David like, "Am writing a book it's called Expert Secrets." He's like, I thought you'd never writing book again." I'm like, "I wasn't supposed to, but there we are." So, that became book number two. And then after this book got done, literally when we're in the middle of book launch. And I told people, "This is the last book I'm ever writing ever." And during that time, John Reese emailed me and John Reese on trafficsecrets.com, he said, "Hey, I'm selling off all of my business assets, would you be interested in buying trafficsecrets.com?" And I was like, "Oh my gosh, I'm writing another book." That was day two of the Expert Secrets book launch. So we bought that.

That was like two and a half years ago. And I've been working on this project ever since I spent the first year researching testing, speaking, talking on these topics and the next year and a half writing them, and it turned into the new Traffic Secrets book, which goes live today. Ah, and the funnel is insane, I was up until 2.00 AM last night working on the funnel. I got another probably two or three hours left. In fact, you can see right here, here's the sneak peek. If you click playing that button, you'll see this video, which is so fun. It's pretty ethically amazing I'm not going to lie. Anyway, I would, for those of you guys who are funnel nerds like me and you get your free copy today at noon or 2.00 Eastern Mountain time, go to TrafficSecrets.com. Don't just buy it because you're excited.

Take your time, watch the video, study this stuff. All the things In Traffic Secrets, you will see inside this video, all the stuff that are in DotCom Secrets you'll see as you go through the funnel, okay? So if you want to experience this, you can read about it. I always tell people buy slowly, watch the process, see what I'm doing, what did I say? How did I say it? How did I say it? And then we come back and read the book. In here, I talk about the three closes, which is emotion, logic, fear. And I talk about how the first section of page is all emotion. And the second section you just scroll down is all the logic and the bottom is all fear. And so, you'll see these things, these principles we are about all these books weaved into this funnel.

The coolest thing about what I do is I do it but, I get to talk about what I did and I'm sharing this stuff. So you're going to be reading about these things, but you actually have a chance to experience this. So I would say buy slowly, go through the process, watch what I'm doing and how I'm doing it and why I'm doing it. And hopefully good ideas, for your own funnels as well and learn a bunch of stuff along the way. But this is the new Traffic Secrets. It's the hardbound version. I'm excited, it goes live today at noon, you can get free copies, just use cover shipping and handling. The books are actually not shipped though until May 5th. This is prelaunch. This is the way our publishers kind of having us do it. So these will ship on May 5th, but you can order it right now, you can get prelaunch. When we do start shipping, they'll be in a first come first serve basis.

I'm pretty sure we'll sell anywhere from 50,000 to 100,000 books during this pre-launch. And so the sooner you order, the sooner this book will get shipped to you because they get in queue. So, that's kind of works now there's two secrets to let you know about number one is in the upsell, we may or may not offer this whole entire box set. So, if you're interested in all the hard bounces of the new pub updated versions in the cool box set like this. This may or may not be one of the upsell. So just pre warning you, in case you're interested. And also I have recorded the audio books for the new DotCom, Expert and Traffic Secrets and those actually are live today. So if you see in your journey of getting the book an offer for an audio book, you may take that and you may be able to start listening to it today.

Ah, anyway, I'm pumped for you guys to get this book. It's been two years of hard work and I'm super proud of it. And I hope you guys love it. So it goes live today again 2.00 Eastern Time which is noon Mountain @trafficSecrets.com. You go there right now, trafficsecrets.com get on the wait list. And if you're watching this as replay they already be live. So this is happening today. This is what the funnel it's going to look like and I'm excited for you guys to see it. So anyway, that's all I got you guys. I hope you are all having a great day and having fun in quarantine. And this should hopefully give you something to think about and start understanding it. How do you get customers in times of economic turmoil?

It's people who can get customers and serve them the highest level are the ones that win. And so that's where we're at right now. This is the world we're in. And so this is your time to start sharpening your sauce, start learning, start mashing, these concepts and these topics, understanding them at a deep level. So you can go back and you can get customers into your websites, your funnels and your businesses, right? We're in an amazing time where right now I've been talking to you guys now for 15 years about working from home, working online, doing these things. And a lot of you guys have been doing these principles and have businesses running online now. And while the economy's scary, you can still keep doing your business, right?

It's about getting more traffic, more of the right people into your funnels. And that's kind of where we're at now. So I, hopefully this book helps serve you guys to get a ton more of your dream customers and said, "If you reading this book helps you to get one new customer and you change their life. It'll been worth all the effort that went into it." So anyway, I appreciate you guys. Thanks so much for hanging out today with me. I had a great time and as I have said tomorrow I'll come back on and I'll read the rest of chapter one. We're go into the searcher versus the scroller, which is the science of this, is so much fun. And I'm excited that it's finally been broken down in a way that hopefully everyone can understand and start using.

So thank you guys appreciate you again trafficsecrets.com at noon mountain time, but two o'clock Eastern Time the funnel goes live. You can finally get your copy of the book. And again, the upsell may be able to see this. I don't know, that may be in the upsell and audiobook sort there too. And you can start listening to audio books right away. Ooh, sweet someone said, "I've read all of your books there better than all courses I've ever done." Well, thank you, I appreciate that. I put a lot of effort into these books, so awesome. I appreciate you guys have an amazing day and I'm sure you'll get emails and messages from me the second this funnel is live. All right, bye everybody. We'll talk to you guys all again in soon.

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