Marketing Secrets with Russell Brunson - Behind-The-Scenes of the Traffic Secrets Book Launch

Episode Date: March 16, 2020

On this episode Russell gives us a behind the scenes glimpse of what is going into the Traffic Secrets book launch. Here are some of the awesome things to listen for in today's episode: Find out how long this launch has been in progress and what the steps have been. Hear about the different phases of launching something, and see what phase Russell is in now with Traffic Secrets. And find out when the book will actually launch, and what comes next. So listen here to find out all you need to know about what goes on behind the scenes of a big book launch. Transcript - https://marketingsecrets.com/blog/293-behind-the-scenes-of-the-traffic-secrets-book-launch Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up, everybody? This is Russell Brunson. Welcome to the Marketing Secrets Show. I hope you guys are excited for today. So today, I'm actually gonna be taking a question from the ClickFunnels community as we are getting closer and closer and closer to the Traffic Secrets launch.

People have been asking to see behind the scenes of what we're doing and why we're doing it and how we're doing it. And so, I don't think I can show you everything just because it would take days. We could map out everything. I do wanna show you guys the highlights of what we're doing and why we're doing it.

And so that's what this episode is about. The question I'm going to be answering is what's happening with the Traffic Secrets book launch. Can you give us any insider details about it? I'm going to keep the theme song right now. When we come back, I'll deepen that question and show you guys behind the scenes of what we're doing and why. The big question is this. How are entrepreneurs like us who didn't cheat and take on venture capital, who are spending money from our own pockets, how do we market in a way that lets us get our products and our services and the things that we believe in out to the world, and yet still remain profitable?

That is the question, and this podcast will give you the answers. My name is Russell Brunson, and welcome to Marketing Secrets. Everybody's asking questions about this right here, the brand new Traffic Secrets book, which is coming out. The launch day is actually like a week from Tuesday, which is crazy. It's March 17th, we're launching. So the question that we've been getting a ton from people is this, what's happening with the Traffic Secrets book launch? Can you give us any insider detail about it? So I would love to give you some insider detail. There's so many things that go into a book launch or to any kind of product launch for that matter.

And a lot of people ask questions about what are we doing and how are we doing it. So I'm going to kind of tell you guys some of the stuff. So the first thing, step number one, was it actually started almost two years ago. So this is some seeding for you guys to understand that product launches don't start like a week before the product launch. Like two years ago, when I had the idea to start writing this book is when it all began. And so for the last two years, as I've been preparing it and figuring out and testing the material and trying to learn the message that's going to be in this book, I spoke at multiple different events. I spoke at Dana Derrick's event initially. It was the very first.

It was Dream 100 Con. And I spoke teaching some of the principles from Traffic Secrets. And I still remember I was in the back of the room, like, doodling stuff out before I went up. And then I was, like, testing these different concepts and ideas to see which things stuck with people, which ones made sense, which ones confused people. And then a couple months later, we did a Traffic Secrets event for my two Common Club X students. And we taught it again for over two days. I taught the principles again and changed things and tweaked things.

After that, I started talking about it on my podcast, on Facebook Lives, and all sorts of places. I tested it in little spots. I would speak different places. I would try different things and just kept testing the material. Then I started the actual writing process, which if those of you guys haven't written a book yet, I don't know. Some of my friends, like Dana Derricks, is like, I can write a book in an hour. Not me, it takes me like a year or more to write the book.

And so I started the process of writing. And as I was writing, I didn't just write in hiding. I talked about it a lot on Instagram, on Facebook. I would share pictures, I would share me writing. I'd share like chapter number three and like I would do this cool doodle and show the doodle off and try to build anticipation for the last year

and excitement. And hopefully, most of you guys have seen pieces of that and hopefully you're excited right now, right? Half of marketing is making enough noise to get people to actually care, right? So for the last year as I was doing this, I've been taking people on the journey. And that's been a big part of it because now people actually care. There's relevancy of like why is this book? Why should I care about it? And now people are excited for it. Similar to like, if you guys have been, you know, followed the whole Marvel, the MCU launch of,

of, you know, they're all serious. Like it was years of like building up and sharing video after video and this movie, this movie, all leading up to eventually Avengers Endgame, which is when, you know, the whole thing kind of, kind of wrapped. But man, it was all the pressure and buildup of a long time that got people to come, and that's why it became the highest grossing movie of all time. So, all right, so that's how it started. Then, as we got closer and closer and the book actually got done, then the next phase, which we started recently, was like, I need to send this to some people to see if they like it.

What's crazy is, like, for me as a writer, I think anybody who creates anything, I heard Ryan Holiday say this in Perennial Seller, but, like, when you create something, you're creating it in private, private. You're on your computer by yourself. You're with your thoughts, and you're trying to create, and you're so excited. Then when you first make it public, it's really, really scary. We printed 300 copies of the Traffic Secrets book, and we did our Dream 100, which funny enough, I talk about in the Traffic Secrets book. We figured we're on every platform, podcasting, Instagram, Facebook, Google, bloggings, and just found different people in each of the markets that we thought would be good for our Dream 100 list, which are people who potentially could promote the book.

And we sent out copies about a week and a half, two weeks ago. And this, for me, was like the scariest thing, especially as people started getting it and started posting it on Facebook and Instagram. Like, I got Russell's book today. Every time I had someone post that, I had the weird excitement and then like the, Oh my gosh, they're going to read this thing. And like, um, like super scary. In fact, yesterday, um, the master list builder, Joel Christopher, who's someone I learned from a decade and a half ago when I was first getting started, uh, he got a copy of it and he read the whole section one last night and he was like highlighting and post pictures of his highlights. I remember like I saw the message come through. I was like, had all the fear and anxiety of like,

ah, what if he hates it? And I looked at it and it was like this page, it was all like highlighted all over in circle. And I was like, oh my gosh, this is so exciting. Uh, I was at Tony Robbins birthday last, last a week ago. And Garrett White was there and Garrett gave me a hug. He said, he said, brother, as he does brother, uh, of all the three books, this is by far the best. I'm just like, ah, which is like the thing you're so scared about all the time. And then when people get it and you're just like, ah, this is by far the best. I'm just like, ah, which is like the thing you're so scared about all the time. And then when people get it and you're like, ah, this is so cool. So that's been the second phase is dream 100, getting it out there. Um, and now, uh, next week we have the actual book launch, which is where the funnels will be live. And so my job on this

phase of the book launch is to get a funnel that is going to actually convert. So when affiliates promote it, when we're buying ads to it, um, we're not losing money. That's actually profitable. And so we have been geeking out and working hard on this book funnel. And because I rewrote also the dot com secrets book and the expert secrets book, all three books have been rewritten now. We're doing new funnels for all three of them. It's kind of fun. So you'll see when the funnels go live next week. If you go to all three sites there, they're similar style. In fact, one of the style, well, you'll notice about the style and this is kind of maybe a little tip for everyone moving forward is that it's very much designed for mobile.

Everything's one column instead of like, typically we always do pages side by side desktop, but man, so much more traffic's coming from, uh, from mobile now than desktop that we're just shifting our design style to, to really cater to that. And so you'll notice this, the, this page design's different. It's cool. Um, I've been geeking out on it, and we're really excited to roll out this entire funnel. And the funnel and the upsells, the downsells, and all this stuff, it's exciting. So those are the details of the Traffic Secrets launch. The launch, like I said, starts March 17th. And there's like a three-week launch where I'll be promoting it hard,

affiliates will be promoting it hard, and we'll hopefully sell 100,000-plus copies of the book, which will be exciting. And that's kind of the first phase of the launch. And then, uh, at the end of that, then we're doing a live event here in Boise, Idaho, a small event with like about 200 people or so. Hopefully we don't have to cancel it because of the coronavirus. Every event's being canceled right now. It's crazy. Um, but we did a small event here in Boise, uh, where I have 40 of the top traffic speakers in the world coming in each doing a 30 minute presentation on a very tactical way to get traffic.

Because the Traffic Seekers book is very strategic, and I want it very tactical. So we have 40 speakers each coming, and they're all presenting a tactical thing on how to get traffic from Pinterest, from Facebook, from LinkedIn, just all different ways, different platforms and different ways to get traffic. And so that's going to be happening at the end of the initial book launch. And then we're going to be streaming those live online. So hopefully you guys have a chance to watch a lot of those. And each one of those will actually become like an ad.

So it'll be, when you watch it, it'll be me introducing the speaker, them speaking, and then me doing call for action afterwards on the book. And each one will become a presentation, which will become an ad. And you'll see that kind of behind the scenes as well happening at the end of the launch.

And that happens the first week in April, and then afterwards, then we move to the social launch. And this is where I basically have like a month and a half blocked out where I'm doing a bajillion podcast interviews, Facebook Lives, other things. I don't even know what they're called, and that's kind of what's happening. So that's kind of behind the scenes what's happening on the book launch. A lot of it is for the initial surge of sales and then the long-term social. And then from there, we'll just get back to normal marketing as usual. We're creating tons of ads, buying ads. I'm going to try to test this book on radio and other things.

Dean Graciosi, I've been talking about potentially doing an infomercial for it. I think it's such a universal topic. Everybody needs traffic. And so I'm excited to get this message about the book out to more people. So that's what's happening with the Traffic Secrets book launch. I hope that helps. And I hope it gives you ideas for different ways that you can launch your products, your services, your businesses, whatever it is that you are looking to launch out into the world. All right, everybody, I hope you guys enjoyed that episode. On next week's episode or tomorrow's episode, when the next one's coming out,

I'm going to be actually bringing out one of my first ever guest hosts to the Marketing Secrets Show, Joe Marfolio, who I talk about a lot inside the Traffic Secrets book. He's a guy on our team who does our YouTube stuff. And he's gonna come on and actually share some really powerful tips, tricks, and strategies

to help you guys grow your YouTube channel, get videos that actually work, and a whole bunch of other cool things. And you'll see behind the scenes what he's actually been doing for us and hopefully get some ideas for how to grow your YouTube channel. If you've enjoyed this episode, though, please take a snapshot on your phone,

post it on Instagram, Facebook, Twitter, and tag me on it because I'd love to see it. And then also use hashtag marketing secrets and also hashtag overdeliver if you'd like as well. That's my new hashtag we're going to be building out. We have t-shirts coming, a bunch of other cool stuff for that, for hashtag overdel deliver because you should

be over delivering in all things you do in your life, in your business, your personal life, your family, your just everything. And if we could all do that, it gets us doing what we should be doing in this life. So with that said, thank you guys for listening and I'll see you guys on the next episode.