The Russell Brunson Show - How To OWN Your Traffic (AKA Build Your Own List!) (TS)

Episode Date: October 4, 2021

Enjoy another awesome episode from the Traffic Secrets book launch podcast. Want FULL ACCESS to your dream customers? What if you didn't need permission from Facebook or Google to talk to your dream customers? On this episode, you'll learn... Why your email list should be your NUMBER ONE growth metric. How Russell made his first $70 by building an email list illegally. How to convert ANY website visitor into traffic that you OWN and never have to pay for again. 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 our chance every day where we get to hangout and talk about traffic and funnels and all of the fun things. Excited to be with you guys here today. It's actually kind of cool be in this whole quarantine thing. Where outside everything looks normal and it's this weird, eerie feeling. But then inside we can hangout and be with our family, our friends, we can go live, we can share thoughts, ideas. I think this has been a really cool time for so many people to start sharpening their saw, and starting to get smarter and better about what they're doing and why their doing it and how they're doing it and all kind of stuff. So I'm excited to be here with you guys today. We're going to be talking more about traffic secrets. Today we're going to be covering the third type of traffic. Yesterday we talked about the first two types of traffic. Traffic that you control, traffic that you earned and then today we're talking about the third type, which is traffic that you... you guys know what it is? Traffic that you own. That's the best kind of traffic. So we're going to be going to that in here a few seconds. But while we're waiting for everybody to jump on and get here, I want to make sure you guys know that we're in the middle of the traffic series book launch, which is kind of fun. We've been selling books like crazy. This is the highest numbering funnel we've done so far. So for my funnel hackers, if you're going through the funnel make sure to buy slowly and watch the process and see what's happening and why it's happening because it's doing really, really well. You can go to trafficsecrets.com. This is it right here. There's the video. In fact, you watch the video, I'm very proud of the video, hopefully you'll learn some stuff just from watching that. You can see the offers, you can buy the book for free, just cover shipping and handling, it's 9.95 shipping in the U.S., a little bit more internationally, but you can go get that there. Scroll down you can see the sales pitch. This is a chance, look at what I'm doing, you guys. I spent two years writing the book and about the same amount of time brainstorming this funnel and getting it live and ready. It is over 20,000 books sold and it's kept a $63 average cart value, which is insane. Especially knowing that a lot of you guys are my funnel hackers. You're like, "I bough the book six times. I want to get everybody's bonuses." With that said, to be able to keep the average cart value that high I would say the real average cart value, if I were to pull out all the duplicates, the average is probably 80 plus dollars, which is insane. Most book funnels are 20 to 30 bucks max. The funnels are awesome, so make sure to go watch it, buy slowly, learn some stuff while you're doing it. You just go to trafficsecrets.com. For those of you that are extra bored, especially if you're bored with your kids, right here is funnelflix.com. And if you go to funnelflix.com, you can get a free premiere week. Which basically you go in there, and you get a bunch of video for free. Including the very first one, which is from, I don't know if you can see it right there, that is Frank Kern... this is Frank Kern right here. He spoke at Funnel Hacking Live. Nobody knew he was coming, we kept it a surprise and he came out and people lost their mind. Frank is one of the original OGs. When I was learning internet marketing, Frank was one of the dudes teaching it. You can actually go and literally go watch his presentation online for free, bunch of other ones as well. Julius, I hear he's got 5,000,000 followers on Instagram. He walks you how he does it, how he did it. You get that one for free. You get one from me for free. Anyway if you go to funnelflix.com you get Funnel Flix premiere week for free. Then if you go over here to trafficsecrets.com, you get Traffic Secrets for free. So anyway, that's what's happening. All right with that said, you guys, we got a full audience between Instagram we're about 160 people, Facebook we're at 155-ish, so we've got 300 people here. We can start this party and get started and it should be fun. Lionel said, "I think I found my ADD community." Yes, welcome to the ADD-nis. All right. Okay, so today we're talking again about Traffic Secrets. If you don't have your free copy of the book, go to trafficsecrets.com. And this is the box set with all the books. If you don't know anything about me, these are the books I've written. Dotcom Secrets is the first book. This is the new updated hardbound version. This is Expert Secrets is the second book. And Traffic Seekers is the third and final book in the trilogy. And Unlock the Secrets is this amazing workbook that goes with all of these books here. It's kind of fun. Anyhoo, let me pull out book number one. All right, the Traffic Secrets book. So here we go, Traffic Secrets. Today we're going to be going into one of the secrets. Brian saying, "How do you get the box set?" The box set is not for sale right now unless after you get the Traffic Secrets book the upsale may or may not be the box set. This is all pre-order, these aren't shipped till May 5th. But the audio books are available today. I spent three days in the studio reading the Traffic Secrets book. It's a seven hour audio, you can go and get that. It's for the order form bump. You can grab that, plug it in and start listening, which is kind of cool. Also, we've got the audio books of the Dotcom Expert Secrets new update as well as part of the sales funnel. If you go through the funnel, you'll see all the cool stuff. So you just got to go to trafficsecrets.com and slowly today go through the funnel and have some fun with it. Reesio said, "How is my quarantine?" It's been good. We're having a good time. I think I'm driving my kids crazy sometimes, they're driving me crazy sometimes, but as a whole, we're doing really good. Thank you for asking. All right, hope you guys are all doing as well, good as well. My job for the next 25 minutes or so is to entertain you, get you excited, inspire you, open your mind to how to get traffic. What you do with traffic, how it all works. I've been doing these live on Instagram and Facebook every day for the last two weeks, so if you missed any of them feel free to go back there. We may or may not also be launching a Traffic Secrets podcast that'll have the recordings of these too. That may be live in the next day or so, I'll let you guys know and then you can start listening in there as well, which will be kind of cool. All right, here we go, Traffic Secrets. So what we covered so far. Section number one is all about your dream customer. Secret One we figure out who's your dream customer. We talked about figuring out and understanding them at a deep level. Figuring out are they moving towards pleasure or away from pain? What's interesting in this market today, I think two weeks ago a majority of customers were moving towards pleasure. Which meant your ads, your advertising is all focused on grabbing people or trying to move towards pleasure. Over the last two weeks, people are in pain and they're now in a state where they're moving away from pain. Looking at that lens, most of our advertising and marketing should be shifting from speaking to them moving towards pleasure to speaking to them moving away from pain. So there's a little hint from Section number one. We also talked about the difference between a searcher and a scroller. What advertising networks people are searching, which ones they're scrolling and how you differentiate your ads and your landing pages and everything based on if they're a searcher or a scroller, the pros and the cons. That was all secret number one. Number two we talked about now you know who they are. Where are they hiding? Where are they congregating? We've got to find those pockets of our dream customers so we can go and target them. We also talked about then who's already congregated and who are our dream 100? And we built the list of our dream 100. After that, secret number three, we talked about hook story offer. How do we throw our hooks in the water to grab their attention and we tell the story to increase perceived value of what it is we're selling them and then how we make them an offer. And secret number four. Yesterday we talked about with your dream 100 how do you work your way in and how do you buy your way in? And that's what brings us today. Today we're talking about secret number five, which is traffic that you own. So I'm going to jump right there, we're going to go through that. This is the best type of traffic of all the types of traffic that are out there. So many things I have to gloss through because this book is super huge and I can't just cover every... make sure you still get the book and read it because there's so many things, like in here, just in the last chapter, I walk through five of our front end funnels. I'll show you the stats, numbers, every single funnel, how it works. I talk about how much you spend on traffic, how much on ads. I give you very detailed numbers. It's like six pages of the numbers of the funnel that you can get inside the book and look at and say, okay, here's the product. How much is it sold for? Here's the order form bump. Here's the commissions, the percentages, here's how it all worked. I breakdown every funnel in great detail. Those are all things I can't do on a live like this that you get inside the book. Okay. Secret number five, traffic that you own. So if you look at the image here, you can see here is the dream 100, right. If you've done this exercise with me over the last couple days, here's Facebook, here's all the people that have already congregated my dream customers on Facebook. Here's Instagram, here's a lot of people that have already congregated in my dream customers Instagram. On Facebook, on YouTube, on Google, we find those people, we have our dream 100 list. Now we're trying to figure out from yesterday how do I work my way in and how do I buy my way into these audiences, okay? Because that's where are traffic's already at, we're just trying to work out way and buy our way in into the audiences. And then from there, this is what this whole secret's about: Traffic v. Yield. So all the time we're getting traffic, our goal's not to get traffic to sell products, our goal is to get traffic where we're either getting traffic that we've earned or traffic we control and we're converting it into traffic that we own. That's the big secret, okay. So, for example, traffic that I earn. If I'm earning traffic, it means I'm going out and I'm working for it, right. I'm getting on podcast interviews, I'm doing Facebook lives with people. I'm getting somebody to promote my product for me. This is stuff I'm not paying for, but I'm earning it, I'm putting in the time and the energy and the effort, okay. Traffic I control is I go to Facebook, right. And I don't own Facebook ads, right? Mark Zuckerberg, he owns all that traffic on Facebook, but he allows me and you to go to him and say, "Hey, I want to control some of that traffic. I will pay you if you let me divert some of that traffic from Facebook over into my funnel," okay? It's the traffic you control. There's traffic that I earn, I'm working my way in. There's traffic that I control, where I'm buying my way in. Now the goal of both those traffic sources is not just to sell a product. This is where most people get it wrong. This is the very shortsightedness of almost all entrepreneurs. They're like, "Oh, cool, I bought traffic from Facebook. I'm going to sell my product." Yes, that's part of the goal, but the bigger goal, the overarching strategy is to convert traffic that you earn and traffic that you control into traffic that you own. When you own traffic, you own your own destiny, right? If Facebook shutdown tomorrow, I'd be okay because I have an email list of, I don't know, one and a half to almost 2,000,000 people. So I own that traffic. Any day I can wake up like, "I want to send traffic to this." I can send an email and, boom, traffic goes there. I launch a new book, I want to send traffic here. Because I own that traffic, I own this ball of traffic, I can send it to this page or this page or that page. I can send it wherever I want because I own that traffic, okay? So all the other things I'm doing, all the other exercises of buying ads and working my way into doing podcast interviews and all those things, the only goal of those things is to convert the traffic that I'm controlling and then buying, or that I'm earning and controlling, into traffic that I own, because then I control my own destiny. For me, for the last few years, I've been working on that. For the last decade and a half I've been building my list, building my following, it's traffic that I own now. Even if Facebook disappears, if Google goes away tomorrow, I'm still going to be in business because I own traffic, okay? And that's the mindset shift of what you guys are all having, that you need to understand that you want to be able to own that traffic, okay? So that's what this whole secret's about, owning traffic. When I first kind of started understanding this, let's see... When I first started understanding this, it was back early in my journey. One of my first mentors was a guy named Mark Joiner. Some of you guys know Mark, he's amazing. He's the one who kept telling me, "Russ, we have to focus on building a list, building a list, that's the secret to internet marketing. Building a list, building a list." And I remember at the time there were all these people that were doing different ways to make money. And I was so grateful that my first mentor told me, "You have to build lists, you have to build lists," because that thing has saved me now for a decade and a half. During the ups and downs of the trials of my business and the safe parts of my business. Having a list has helped me to endure. The people who have email lists right now, are the ones who are going to thrive during this whole crazy recession and depression, whatever ends up happening. I don't even know what's going to happen. But those people are surviving because they're prepared for that, right? It's very important to understand that. Let's see. There's so many things I could share with you guys. Just get the book and read it, it's so good! Anyway. Okay. Oh, there's a story in here, but the story's four pages long. Part of me wants to read it, and part of me is like if I read that I'd lose half of you guys. I'll tell you the gist of the story and I'll read one part of it. So this was the day that I learned about list-building, the day it really got sunk in my head. I was like, "Oh my gosh, I need an email list," right? In fact, I told this story yesterday on an interview with Jim Edwards, it was kind of fun. All right, when I first started learning about this whole game of internet marketing, I started hearing people talk about email list. I remember reading and article online and it was about... sometimes you hear about the gurus and they make $30,000 in a weekend and you think it's scam, right? And the guy's like, "No, it's not a scam. Let me explain how this whole thing works." And he explained, he said, "The gurus, whatever you want to call them, they have an email list of maybe 10,000 people, or 30, or a 100,000 people." He said, "All they do is an email out to a 100,000 people and if they send an email to a 100,000 people and they get 10,000 people who actually go and sign up for the thing," right. "Say you send an email to 100,000 people, 10,000 people open the email, 5,000 click through to the thing, and then 500 of those people actually buy the product and let's say it's a $20 product, you just made 10 grand or 30 grand, whatever the math is," right. And he's just like, "It's just a numbers game." He said, "The reason why these gurus make a ton of money is because they spent the last X amount of time building up these huge email lists, right, traffic that they own." And when I read that I was like, "Oh my gosh," it was the epiphany and all of a sudden I understood." I was like, "I need my own email list." I didn't know how to get an email list. So the first thing I did was I jumped on Mr. Google. I said, "How do you get an email list?" And I started searching around and within a few minutes I found this website. I can't remember the domain exactly, I think it was spam for emailaddresses.com. I was like, "Sweet, that's what I need, spam for email addresses." So I went and there was some DVDs where you could buy a DVD with a 100,000 email addresses, one with 500,000, one with a 1,000,000. I'm like, "Well, if I'm going to get an email list, I want a 1,000,000." So I spent 70 bucks and bought a DVD with a million email addresses on it. I waited for it to get sent to me, I get this thing with 70,000,000 email addresses. I'm like, "I'm going to be rich." I'm doing the math in my head. Send an email to a 1,000,000 people, if I get a 100,000 to open, 10,000 to click, 5,000 to buy the thing times $20. If I could send an email every single day, I'm going to be rich. I'm doing the math in my head, I'm trying to explain to my wife, we'd just gotten married at the time. "You can literally quit your job tomorrow. We are going to be rich. I figured out the secret of internet marketing. This is going to be so easy." So I took this DVD, and back then the way we sent emails was different. It wasn't through an email auto responder, you had to buy desktop software. So I bought the software, I put it on my desktop and I uploaded the DVD with a 100,000,000 people's email addresses. I wrote an email and I remember that night, about to go to bed. And you have to remember this was almost 15 years ago. It was, no, probably 16-17 years ago. Anyway, it was before we have high speed internet, before we had cell phones, things like that. If you remember the internet back then, usually you had one phone line and it was your phone or your modem. So I had to crawl under my desk, unplug the phone and plug in my modem, get online. I remember that night writing an email, clicking send and then telling my wife I was like, "We'll be rich by morning. You can literally quit your job tomorrow." And I remember sitting there watching the email software, boom, one email sent, two emails sent, three, four. I'm like, "Oh, this is amazing!" I go to bed that night and I'm like a kid at Christmas time, laying there in bed thinking about it. Every couple of hours I get out of bed and run in, move the mouse to get my screensaver off and 600 sent, 800 sent, 2000 sent. I'm just freaking out, right? So finally the next morning I wake up, my wife's getting ready for work, I'm getting ready for school. And I sneak back in the room where the computer's at, I look at it. And overnight we'd sent, I think we'd sent 6500 emails or something like that during the night. And I was like, "Dang it, I thought I was going to send a million overnight. It's going way slower than I thought." Then Colette was like, "I need to use the phone." I'm like, "You have to use the phone? You don't understand, we're printing cash right now, we cannot use the phone." She's like, "I have to use the phone. I have to call someone at work." So I crawl under the desk, I go and unplug the modem, I plug back in the phone and as soon as I plug it in, I'm still under the desk, I hear the phone ring, brrg. I get out, I pick up the phone and on the other end was my internet service provider yelling at me and screaming at me and cursing me out. Telling me how many spam complaints that they got in the last four or five hours. They're shutting me down and they're going to potentially file a lawsuit and all this stuff. I just like, oh, crap, and I totally freaked out. Finally, the guy hangs up on me, shuts off my internet. I hang up the phone and Colette's like, "Who's that on the phone?" I'm like, "Uh, nobody. Oh, and by the way, please don't quit today. Just wait it out a couple days." She kind of laughs at me. Anyway, she goes to work and that day I'm kind of bummed out. I'm licking my wounds and I go and I put my backpack on and I'm walking to school. I get to school and I'm super bummed out because I lost internet. I can't even check my email, I've no internet right now. I go into the computer lab at school and I check my emails. I said I felt like, "I wonder if anybody bought anything?" So I logged into my PayPal account like I did many times prior, and every time I logged into PayPal in the past, there's always a big zero on top. How much money did you make? Zero dollars. I'm like, "Ah." And I logged in this time and guess what? It didn't say zero. First time ever, it said 70. I was like, "What?" I was like, "I made 70 bucks." The way I did it apparently was illegal, but I did it, I made 70 bucks. This actually works! And it was the proof I needed. This whole thing actually works. This whole idea of having a list works. I did it the wrong way, but there's got to be a right way to do this. So it started me on this journey of I have to figure out the legitimate way to build the email list because other people are doing it. I got a little taste of it, I made 70 bucks the wrong way so I got to figure out the right way. So I started this journey of I have to learn how to build a list, have to learn how to build the list. That became my obsession for the next decade of my life and it's still an obsession today, which is why I have a big email list, because I focus on it. In fact, every single day we have a company-wide meeting. We call it the Click Funnels Pulse Meeting. And one of the stats we share every single day is how many people joined our list yesterday? That's the number we're looking at. It's a metric, it's a KPI in our company. How many people today joined your list? It was interesting for all of you guys who are watching this, if you're not looking at that metric daily, your list probably isn't growing. I've seen some people who have a business, they'll grow a list and they get 10,000, 20,000, 30,000 people on the list and then they stop and go, "Oh, I got a list." And they send emails to the list and they're making money so their fine. But what happens is that list will start to atrophy over time, get smaller, smaller and eventually your business just disappears and dies. Your focus point is you need to consistently, continually always be building your list. That should be the number one metric. You wake up every morning, how many people joined my list yesterday? How many joined yesterday? I remember the first time I got that, one of my friends, Dagen Smith, he told me that. He asked me, "How many people a day join your email list?" I'm like, "I don't know." He's like, "You don't know that number?" "I mean people are joining, but I don't look at that." He's like, "Dude, what you watch, what you measure grows." And so I was like, "Okay. I'm going to start looking it." I started looking at it. I remember at the time there's probably 60-70 people a day joining my list, and so I started watching it. And what's crazy is I started looking at the numbers every single day, it started making me upset in my head. "Ah, only 70 people." Then your subconscious mind starts looking for ways. "Well, how do I make this bigger? How do I make it bigger?" As I'm sitting there thinking how to make it bigger, new ideas pop in my head. Then I morph from 70 a day to 100 a day to a 150 a day, and 500 a day to a 1,000 a day, to 2,000 a day. And it became the focal point of my business. For all you guys, when you start getting this book, that's what I talk about. All the things you're doing, from traffic you control, the traffic you're buying, the traffic that you're earning, the goal of all that traffic is just to convert into traffic that you own, which is your list. Your list is the key. If you look at, "What's the biggest secret of the Russ Brunson's internet marketing?" Your list is the key. You need to be building your list. That's the big aha, okay? You have to understand that. All the things I'm doing, from Facebook live to videos, to podcast interviews, to buying ads, the goal of all the thing is to build my list. And the key metric, the KPI I look at every single day, the most important one of my business for me, is how many people today joined my list? Okay. So all you guys need to be focusing on that. That's the big thing. Someone said, "What software do you use?" I use this weird software called Click Funnels. Click Funnels builds my list, it does everything. All right. That's the big thing to understand. Okay. So there's my little tangent, the way to understand, it's the traffic that you own, okay? And I told you that story already. When I'm doing all this stuff, when I'm buying ads, when I'm earning traffic, the goal of both of those is to get into traffic that I own, right? So when I'm on a podcast interview, I'm doing a podcast and I'm earning traffic while I'm there and being interviewed. At the end of it what do I say? At the end of it I'm like, "Hey, by the way, I got this cool new book called Traffic Secrets. Go to trafficsecrets.com to get a free copy." People go to trafficsecrets.com, they click on the button, they put in their what? Email address. Then what happens? They join my list. Oh. That's the goal. If I do the podcast interviews, not just do an interview. I do an interview the interview's not like that's okay. Yeah, I want to sell copies of the book, but the only reason I'm trying to sell copies of the book is I want you on my email list because that's the game, okay? Hopefully, that helps you understand that. So all the traffic you're buying, all the traffic your earning is all going into one spot where you can build an email list because that's the secret of internet marketing. If you look at these, some of you guys have already seen this. This is one of my squeeze pages, okay. If you go to marketingsecrets.com/blackbook, this is one. This lead page alone has generated over 300,000 leads for me. 300,000 leads, okay, boom. This is where my book funnels. The goal of it is to get somebody to join the email list. I'm sending people from all these places to spots. You notice that every page I send somebody to, like right now I sent you to trafficsecrets.com. When you go there, guess what happens if you click on the button? You join my list. I send you to funnelsclick.com, you go there you get this free stuff or I give you this bait to go watch Frank Kern's presentation, Julius', and mine, right. It's four hours of free video, but what happens if you watch those videos? You give me your email address. Now you join my list. I'm working my way right now to you guys, right. We'll then buy ads to this video, which I'll be buying my way in, but the goal of all of them is to get you on my email list, right? I've been telling you you got two email lists today. That's my goal. I'm trying to convert all this traffic that I'm earning, right, I'm earning it, right. We've still got 160 viewers on Instagram, we got 185 in Facebook. We'll push these things live over the next two or three weeks. We'll probably get, I don't know, 50 to 100,000 people to watch this video. From that, hopefully, I'll get, I don't know, 20-30,000 people to join my list from it. That's why I'm doing these exercises, okay. That's why we do all this stuff. So I hope you guys understand that. Okay, one more thing I'll talk about list-building, just to give you guys some metrics to make this really tangible for you and then we'll wrap it for today. When I got started, I had one of my friends, who's actually Mike Filsaime, I love Mike. Mike told me, he said, "You should average, on average you should make at least one dollar per month, per name on your email list." And I didn't know if that was high or low. It's actually really low. You should make more than that, but this is a really good baseline, right? So what that means, let's say you got a 100 people on your email list. You should average one dollar per month, per name on your email list. So I got a 100 people on my email list, I should make at least a 100 bucks a month from those people. I got a 1,000 people on my email list, I should be making a 1,000 bucks a month. If I've got 50,000 people on my email list, I should make 50,000 a month and so on and so forth, right? And for you guys who are starting your business, you're growing your company, you're like, "How do I grow my company?" That's the big secret. How many people are on your email list right now? If I ask you and you're I don't know, then you don't have a business. You're goofing around, okay. Engagement on Instagram does not count as an email list, right? The goal of engagement on Instagram is to get people to go to your email list and join your list, right? That's the tangible business that we're in. I remember he told me that, I was like okay. So I started at that point, it was my very first product called Zip Brander and I had it top of my list. I started driving traffic to it. I remember the very first month I got 217 people. Isn't funny you remember some random numbers like that? 217 people joined my email list that very first month. In that month, I think I made $300 in sales. I was like, okay, that's a little more than a one dollar per name. I'm going to keep focusing. I took that money that I made, I reinvested it back into more traffic. I got more people in and in month number two I had 600 people on my list. That month I made like 800 bucks. I was like, uh. So I reinvested that 800 bucks back into ads, I kept doing it, and soon I got to 2,000 people on my list and 1500 people, then 2,000 people on my list. And that number stayed pretty sync. When I had 2,000 people on my list I was making a little over a two grand a month. When I had 5,000 people on my list, I made five grand a month. When I had a 100,000 people on my list I was making a 100 grand. Now I'm at over 1.7, 1.8 million people on my email list, we make more than that per month, right? So those numbers sync. And what's interesting is you get better at this game, you get better communicating with your audience, better making offers, better telling stories. All this I'm teaching you through these books that number will go up. You shouldn't just make a one dollar per name on your email list. You can make five dollars or $10. Sometimes I see local businesses where the list is small, they only have 800 people on their list, 500 people on their list. It's usually because of the relationship, because they're local they're able to make 10, 20, 30 bucks per name per email on their email list, okay? I want to give you that number as a metric. Because if some of you guys are like, "I need to retire." "I want to work from home," I want to do whatever, right? That's the number you should be looking at, right? If you're thinking I need to make six figures a year. Okay, if you had 10,000 people on your email list, you're averaging one dollar per month per name, that's 10 grand a month times 12 months, that's 120,000 a year. If you can focus, and get 10,000 people on your email list, based on the math, you should be making 120,000 bucks a year, your six figures a year. If you're like, I need to make five grand a month to survive, cool, you should be focusing on building a list of 5,000 people. You get a list of 5,000 people, you should, based on the math, if you do it okay, you should be making 5,000 grand a month. If you're I want to make a 1,000,000 bucks. I want to hit two comma club, cool. It's just a math game, right? That means if you want two comma club, you need to focus on getting a 100,000 people on your list, 100,000 people times 12 months is 1.2 million bucks a year. That's the game, you guys. That's what you've got to start to understand. The list is the secret. That's the metric, that's the thing we're all focusing on. So all this traffic stuff we're doing, as much fun as it is, like how do you Facebook ads, and Google ads, and do integration marketing? And how do you do growth hacking? All the things we're talking... as exciting as those things are, and they are, they're pretty amazing. The real secret, the real big aha, is that all the focus point of that is to turn it into traffic that you actually own. And I think tomorrow we're actually going to talk about followup funnels. I'm pretty sure. So tomorrow, we're going to talk about followup funnels. So followup funnels is like now someone's on my list, now what do I do with it? How do you make a dollar per name per month, Russell? Well, you do it by the followup funnel. This is the sequences and tomorrow we're going to go deep into that. But I'll give you guys a hint, just so you know. I was doing a... and I'll show this tomorrow, we'll go deep into this. I was looking at my front end funnels and we did a 30 day snapshot in a window. And in a 30 day window, for every dollar we made on one of our front end funnels, those are the funnels that buy ads too where I push stuff through like this. I'm buying my way, working my way, for every dollar I make in that front end funnel, we made $16.49 in the next 30 days through the followup funnels. These are the emails and messages that are sent to them over the next 30 days. So that's the big secret, you guys. So, again, I will share that with you guys tomorrow. If I can do nothing else, to drill into your brain, say the traffic secret to drill in your brain today, the most important thing you'll be focusing on is traffic that you own. How do you convert all the traffic you're earning, all the traffic you're buying into traffic that own? Because then when the storms come, and they're coming, you're feeling it right now. When the recession hits, when the depressions hit, when Facebook is shutdown by the government, when whatever. The platform you're on, the people are huge on buying and then buying got destroyed and then people have podcasts. Let's say the podcasts disappear. Who knows what it's going to be? But as long as you're focusing all your efforts on one thing, traffic that you own, you'll survive the hard times, okay? I've survived two collapses of the economy, excuse me, one big collapse of the economy, two collapses of my business. I've survived all these things because of one thing, and one thing alone: I have my email list. That's the big secret. You guys got that? That's the big secret. So always have to think about that today. In fact, that should be your goal right now, as you get off this thing, start thinking, okay, how big is my email list today? That's number one. If it's zero people, now's the time to start, okay. But look at it, how big is your email list, that's number one. Then number two, how many people per day are joining it, okay? Again, if that's zero, then that's the next thing, how do I get people every day to do it? Then number three, okay, how do I make that number bigger? What you measure grows. So if you start measuring it, it'll grow, or shrink if you're in weight loss, right? If you're measuring your waist every day, you don't want it to grow, but it'll shrink. But in business you want it to grow. So whatever you measure will grow. So every single day the number you should be looking for is how much did my list grow today? How many leads have I got today? That's what you got to start focusing on, okay. Help you guys to survive the storms or the craziness, that's just as important. So there you guys go. That is the Traffic Secret for today I'm going to share. We had a good turnout today. You guys must be bored out of your minds at home during the quarantine. So if you are, what I recommend doing right now... by the time we hangout tomorrow, you guys could listen to this entire book. Go to trafficsecrets.com, you can pre-order a hardbound copy of this book for free. They don't ship until May 5th though, but the order form bump is the audio book of this. If you get the audio book you can plug it into your ears and you could listen to it. It's seven hours of me reading the entire book, word-for-word. By this time tomorrow, you can have it done, we can get back to work. That's your challenge. While you're sitting around, go do it. Let's go. Trafficsecrets.com, get the hardbound book. There's also a whole bunch of amazing video bonuses you get. You get a presentation from Prince Ea who has over three billion views on Facebook. He does a presentation you get for free in there. Payne June talks about how he does his social media, presentation for me about traffic. A bunch of cool stuff you get for free in there. You just got to go get the book for free and then get the audio book you can start listening to today, if you want. Those who have been asking about how do you get the whole box set. The upsale flow you can get the box set in the upsale flow, so that's there as well. And then, you guys, after you've done that and you're like, "I need more stuff, Russ. I want to keep geeking out. I want to sharpen myself, want my brain to get bigger." Then just go to right here, funnelflix.com. Click Funnels has entered the streaming wars, we are trying to destroy Disney+ and Netflix and all the others. No, I'm just kidding. This is way better. But you guys get a free week at funnelsflix.com, it's called Free Premiere Week. You can go there. You put your email address in, click submit and you can get the first four presentations for free. First one's from my man Frank Kern. One of the original OGs in internet marketing. He's one of the dudes I was learning from when I got started. He did a secret presentation at Funnel Hacking Live. Nobody knew he was coming and when he came out on stage, they flipped out. Anyway, his presentation is there for free. You have funnelflix.com, put your email address in here, and then what happens? Oh, you joined my list! "What? Russ practices what he preaches! Oh, this is so crazy." You joined my email list, right? Boom, you watch Frank's presentation. Then, number two, you go right here, and you watch the presentation of Julius, who built an Instagram following of I think 5 or 6,000,000 people. He's a magician, his presentation was insane. His magic is awesome. Then over here you've got a presentation from me on your value ladder which is awesome. Anyway. So funnelflix.com, so trafficsecrets.com get your book. Funnelflix.com go geek out, you've got free premiere week over here, bunch of cool stuff. With that said, you guys, I appreciate you all hanging out. Tomorrow we'll be back. Tomorrow we're going to go into followup funnels, which will be a lot of fun. Yeah, it's going to be fun. Anyway, appreciate you guys. Thanks for hanging out today. If you got any value from this, please call me down below and let me know. If you're on Facebook watching this, please share it. That'd be awesome too. I don't know, can you share this on Instagram live? I don't really know how that works. But feel free to share this if you got any value, it'd mean the world to me. Thank you guys for hanging out, appreciate you all. And we'll see you guys all again tomorrow. Bye. Learn more about your ad choices. Visit megaphone.fm/adchoices

Air Transat presents two friends traveling in Europe for the first time and feeling some pretty big emotions. This coffee is so good. How do they make it so rich and tasty? Those paintings we saw today weren't prints. They were the actual paintings. I have never seen tomatoes like this. How are they so red? With flight deals starting at just $589, it's time for you to see what Europe has to offer. Don't worry, you can handle it. Visit airTransat.com for details. Conditions apply. AirTransat. Travel moves us. So 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 answer. My name is Russell Brunson and welcome to Marketing Secrets. What's up everybody? This is Russell Brunson. Welcome back to our chance every day where we get to hang out and talk about traffic and funnels and all of the fun things.

Excited to be with you guys here today. It's actually kind of cool being able to be in this whole quarantine thing where outside everything looks normal and it's kind of this weird eerie feeling. But then inside we get to hang out and be with our family, our friends. We can go live, we can share thoughts, ideas. And I think this has been a really cool time for so many people to start sharpening their saw and start getting smarter and better about what they're doing and why they're doing it, how they're doing it and all kinds of stuff. So I'm excited to be here with you guys today. We're going to be talking more about traffic secrets today. We're going to be covering the third type of traffic. Yesterday we talked about the first two types of traffic, traffic that you control, traffic that you earn, and then today we're talking about the third type, which is traffic that you, you guys know what

it is? Traffic that you own. That's the best kind of traffic. So we're going to be going into that here in a few seconds. But while we're waiting for everyone to jump on and get here, I want to make sure you guys know that we're in the middle of the Traffic Secrets book launch, which is kind of fun. We've been selling books like crazy. This is the highest converting funnel we've done so far.

So for my funnel hackers, if you're going through the funnel, make sure to buy slowly and watch the process and see what's happening, why it's happening, because it's doing really, really well. You can go to trafficsecrets.com. This is it right here. There's the video.

In fact, you watched the video. I'm very proud of the video. Hopefully you learned some stuff just from watching that. You can see what the offer is. You can buy the book for free. Discover Shipping Handling. It's $9.95 shipping in the US, a little bit more internationally, but you can go get that there. Scroll down, you can see the sales page. But this is a chance to

look at what I'm doing, you guys. I spent two years writing the book and about the same amount of time brainstorming this funnel and getting it live and ready. And it is over 20,000 books sold and it's kept like a $63 average cart value, which is insane, especially knowing that a lot of you guys are my funnel hackers. Like I bought the book six times. I want to get everybody's bonuses. And so with that said, to be able to keep the average cart value that high, I would say the real average cart value, if I were to pull out all the duplicates and stuff,

is probably $80 plus, which is insane. Most book funnels are $20 to $30 max. So this funnel is doing awesome. So make sure to go watch it. Buy slowly. Learn some stuff while you're doing it. You just go to trafficseekers.com. For those of you guys who are bored, especially you're bored with your kids, right here is funnelflix.com. And if you go to funnelflix.com, you can get a free premiere week, which basically you go in there and you

get a bunch of videos for free, including the very first one, which is from, I don't know if you can see right there. That is Frank Kern. Oh, however you look. This is Frank Kern right here. He spoke at Funnel Hacking Live. Nobody knew he was coming, we kept it a surprise, and he came out, and people lost their mind, Frank is one of the original OGs, and I was learning internet marketing, Frank was one of the dudes teaching it, and you can actually go and literally go watch his presentation at Funnel Hacking Live for free, bunch of other ones as well, Julius, all right, here, he's got five million followers on Instagram, he walks you how he does it, how he did it. You get that one for free. You get one for me for free.

Anyway, so if you go to FunnelFlix.com, you get FunnelFlix Premier Week for free. And then if you go over here to TrafficSecrets.com, you get TrafficSecrets for free. So anyway, that's what's happening. All right, with that said, you guys, we've got a full audience. I mean, Instagram, we're about 160 people. Facebook, we're 155-ish. So we've got 300 people here. So we can start this party and get started, and it about 160 people. Facebook, we're 155-ish. So we got 300 people here. So we can start this party and get started and it should be fun. Lionel said, I think I found my

ADD community. Yes. Welcome to the ADD-ness. All right. Okay. So today we're talking again about Traffic Secrets. If you don't have your free copy of the book, you can go to trafficsecrets.com. And this is the box set with all the books. So if you don't have your free copy of the book, you can go to TrafficSecrets.com. And this is the box set with all the books. So if you don't know anything about me yet, these are the books I've written. So.com Secrets is the first book. This is the new updated hardbound version. This is Expert Secrets is the second book.

And Traffic Secrets is the third and final book in the trilogy. And Unlock the Secrets is this amazing workbook that goes with all of these books here. So it's kind of fun. Anywho, let me pull out book number one. All right, the Traffic Secrets book. So here we go, Traffic Secrets. Today we're going to be going into one of the secrets. Let me see. So Brian's saying, how do you get the box set? So the box set's not for sale right now unless after you get the Traffic Secrets book, the upsell may or may not be the box set.

So this is all pre-ordered. These are on ship until May 5th. But the audio books are available today. I spent three days in the studio reading the Traffic Secrets book. The seven-hour audio, you can go and get that. It's with an order form bump. You can grab that, plug it in, and start listening, which is kind of cool. Also, we've got the audio books, the.com Expert Secrets new update as well as part of the sales funnel.

So if you go through the funnel, you'll see all the cool stuff. So you just got to go to trappistsecrets.com and slowly today go through the funnel and have some fun with it. So, um, um, Mauricio said, how is my quarantine? Uh, it's been, it's been good. We're having a good time. Um, you know, I think I'm driving my kids crazy sometimes they're driving me crazy sometimes, but as a whole, um, we're doing really good. So, um, thank you for asking. All right. Hopefully you guys are doing as well. Uh, good as well. My right, hope you guys are doing good as well. My job for the next 25 minutes or so is to entertain you, get you excited, inspire you, open your mind

to how to get traffic, what you do with traffic, how it all works. I've been doing these live on Instagram and Facebook every day for the last two weeks. So if you missed any of them, feel free to go back there. We may or may not also be launching a Traffic Secrets podcast that'll have all the recordings of these too.

So that might be live next day or so. I'll let you guys know, and then you can start listening in there as well, which would be kind of cool. So, all right, here we go. Traffic secrets. So, um, what we covered so far, um, section number one is all about your dream customer, a secret one. Uh, we figured out who's your dream customer. Uh, we talked about figuring out and understanding them at a deep level, um, figuring out, um, uh, are they, are they moving, uh, towards pleasure or away from pain? It was interesting in this market today,

I think two weeks ago, the majority of customers were moving towards pleasure. This meant your ads, your advertising was all focused on grabbing people who are trying to move towards pleasure. Over the last two weeks, people are in pain and they're now in a state where they're moving away from pain. And so looking at that lens,

most of our advertising and marketing should be shifting from speaking to them moving towards pleasure to speaking to them moving away from pain. So there's a little hint from section number one. We also talked about the difference between a searcher and a scroller, what advertising networks people are searching, which ones they're scrolling, and how you differentiate your ads and your landing pages and everything based on if they're a searcher or a scroller, the pros and the cons. That was all secret number one. Number two, we talked about now you know who they are. Where are they hiding? Where are they congregating?

We've got to find those pockets of our dream customers so we can go and target them. We also talked about then who's already congregating, who are our dream 100? We built the list of our dream 100. After that, secret number three, we talked about hook, story, offer. How do we throw our hooks in the water to grab their attention? How do we tell them the story to increase perceived value of what it is we're selling them and then how we make them an offer? And the secret number four yesterday, we talked about with your dream 100, how do you work your way in and how do you buy your way in? And that's what brings us to today. And today we're talking about secret number five, which is traffic that you own. So I'm going to jump right there.

We're going to go through that. Uh, this is the best type of traffic of all the types of traffic that are out there. Um, and there's so many things that like I have to gloss through because this book is super huge and I can't just cover every, yeah, make sure you still get the book and read it because there's so many things that, like in here, just in the last chapter, I walked through five of our front-end funnels.

I'll show you the stats and numbers of every single funnel, how it works. I talk about how much we spend on traffic, how much it adds. I give you very detailed numbers. I can't just go, I mean, it's like six pages of the numbers of a funnel that you can get inside the book and look at and say, mean, it's like six pages of the numbers of a funnel that you can get

inside the book and look at and say, okay, here's the, you know, here's the product, how much it's sold for. Here's the order form bump. Here's the commissions, the percentages. Here's how it all worked. I walked through the whole, the, you know, I break down every funnel in great detail. So those are all things I can't do on a live like this that you get inside the book. Okay.

Secret number five, traffic that you own. So if you look at the image here, you can see here is the Dream 100, right? So if you've done this exercise with me over the last couple days, you have here's Facebook. Here's all the people that have already congregated my dream customers on Facebook. Here's Instagram. Here's a lot of people that have already congregated my dream customers on Instagram, on Facebook, on YouTube, on Google.

We find all those people, right? So we have our Dream 100 list. Now we're trying to figure out from yesterday how do I work my way in and how do I buy my way in and how to buy my way into these audiences? Okay. Cause that's where our traffic's already at. Trying to work our way and buy our way into the audiences.

And then from there, this is what this whole secret's about traffic that you own. So all the time we're getting traffic, our goal is not to get traffic to sell products. Our goal is to get traffic where we're, we're either getting traffic that we, um, that we've earned or traffic we control and we're converting it into traffic that we own. That's the big secret, okay? So for example, traffic that I earn, if I'm earning traffic, it means I'm going out and I'm working for it, right?

I'm getting on podcast interviews. I'm doing Facebook Lives with people. I'm getting somebody to promote my product for me. Like, this is stuff I'm not paying for, but I'm earning it. I'm putting in the time and the energy and the effort, okay? Traffic that I control is like I go to Facebook, right? And I don't own Facebook ads, right?

Mark Zuckerberg, he owns all that traffic on Facebook. But he allows me and you to go to him and say, hey, I want to control some of that traffic. I will pay you if you let me divert some of that traffic from Facebook over into my funnel, okay? And so it's traffic you control. So it's traffic that I earn, I'm working my way, and it's traffic that I control where I'm buying my way in.

Now, the goal of both those traffic sources is not just to sell a product. This is where most people get it wrong. This is the very short sightedness of almost all entrepreneurs. They're like, Oh cool. I got, I bought traffic from Facebook. I'm going to sell my product. You're like, yes, that's part of the goal. But the bigger goal, the overarching strategy is to convert traffic that you earn and traffic that you control into traffic that you own. When you own traffic, you own your own destiny, right? If Facebook shut down tomorrow, I'd be okay because I have an email list of, I don't know, one and a half to almost two million people. So I own that traffic. Any day I can wake up and be like, I want to send traffic to this.

And I can send an email and boom, traffic goes there. I launch a new book. I'm like, I want to send traffic here. Because I own that traffic, right? I own this ball of traffic. I can send it to this page or this page or that page. I can send it wherever I want because I own that traffic. Okay? So all the other things I'm doing, all the other exercises of buying ads and working my way and doing podcast interviews and all those things, the only goal of those things is to convert the traffic that I'm controlling

and that I'm buying or that I'm earning and that I'm controlling into traffic that I own because then I control my own destiny, okay? And so for me, for the last few years, I've been working on that. Like for the last decade and a half, I've been building my list, building my following because of this traffic that I own now. And so even if Facebook disappears, if Google goes away tomorrow, I'm still going to be in business because I own traffic.

Okay? And that's the mindset shift that you guys all have is that you need to understand that you want to be able to own that traffic. All right. So that's what this whole secret's about, owning traffic. And when I first kind of started understanding this, let's see. When I first started understanding this, it was back early in my journey. One of my first mentors was a guy named Mark Joyner. Some of you guys know Mark.

He's amazing. He was the one that kept telling me, and roughly, it's focused on building a list, building a list. That's the secret to internet marketing, building a list, building a list. I remember the time there were all these people that were doing different ways to make money. I was so grateful that my first mentor told me, you have to build a list. You have to build a list because that thing has saved me now for a decade and a half during the ups and the downs, the trials of my business and the safe parts of my business. Having a list has helped me to endure. Okay, the people who have email lists right now are the ones who are gonna thrive

during this whole crazy recession and depression, whatever ends up happening. I don't even know what's gonna happen. But those people are surviving because they're prepared for that, right? And so it's very important to understand that. Let's see. Oh, so many things I could share with you guys.

Oh, you should just get the book and read it. It's so good. Anyway. Okay. God, there's this story in here. The story's like four pages long. And part of me wants to read it. Part of me's like, if I read that, I'd lose half of you guys.

Okay, I'll tell you the gist of the story and I'll read one part of it. So this was the day that I learned about list building. The day it really got sunk in my head. I was like, oh my gosh, I need an email list, right? In fact, I told this story yesterday on an interview with Jim Edwards. It was kind of fun. All right, so when I first started learning about this whole game of internet marketing, I started hearing people talk about email lists.

I remember reading an article online, and it was about, you know, sometimes you hear about the gurus, and they make, you know, $30,000 in a weekend, and you think it's a scam, right? And the guy's like, no, it's not a scam. Let me explain how this whole thing works. And he explained, he said, you know, the gurus, whatever you want to call them, they have an email list of maybe 10,000 people, or 30, or 100,000 people. He said, all they do is they send an email out to a hundred thousand people.

And if they get to say, send email a hundred thousand people and they get 10,000 people who actually go in and sign up for the, um, for the thing, right. Um, uh, or say you send an email, a hundred thousand people, 10,000 people open the email, uh, you know, 5,000 click through the thing. And then, you know, 500 of those people actually buy the product, and let's say it's a $20 product, you just made 10 grand or 30 grand, whatever the math is, right? And he's like, it's just a numbers game.

So he said, the reason why these gurus make a ton of money is because they spent the last X amount of time building up these huge email lists, right? Traffic that they own. And when I read that, I was like, oh my gosh, it was the epiphany that all of a sudden I understood. I was like, I need my own email list. So I didn't know how to get an email list. So first thing I did is I jumped on Mr. Google.

I said, how do you get email lists? And I started searching around. And within a few minutes, I found this website. And I think, I can't remember the domain exactly. I think it was like spamforemailaddresses.com. I'm like, sweet, that's what I need, spam for email addresses. So I went and they were selling DVDs where you could buy like a DVD

with 100,000 email addresses, one with 500,000, one with a million. I'm like, well, if I'm gonna get email lists, I want a million. So I spent the like 70 bucks. I bought a DVD with a million email addresses on it. I wait for it to get sent to me. I get this thing with 70 million email addresses. I'm like, I'm going to be rich. I'm doing the math in my head. Send email to a million people. If I get 100,000 open, 10,000 to click, 5,000 to buy the thing times $20. I'm like,

I can send email to you every single day. I'm going to be rich. I'm doing the math in my head. I'm trying to explain to my wife. We just got married at the time. I'm like, you can literally quit your job tomorrow. We are going to be rich. I figured out the secret of internet marketing. This is going to be so easy. And so I took this DVD.

And back then, the way we sent emails was different. It wasn't like through an email autoresponder. You had to buy desktop software. So I bought the software, put it on my desktop, and I uploaded the DVD with a million people's email addresses. And I wrote an email. I remember that night about to go to bed. And you have to remember, this is like almost 15 years ago.

It was probably 16, 17 years ago. Anyway, so it was before we had high-speed internet, before we had cell phones, things like that. And so if you remember the internet back then, usually you had one phone line, and it was like your phone or your modem. So I got to crawl into my desk, unplug the phone, plug in my modem, get online. I remember that night, write an email, clicking send, and then telling my wife, I was like, we'll be rich by morning. Like you can literally quit your job tomorrow. And I remember sitting there watching the email software all of a sudden, it's like, boom, one email sent, two email sends, three, four. I'm like, Oh, this is amazing. So I go to bed that night and I'm like a kid at Christmas time, laying there in bed, like thinking about it. Like every couple hours I get out of bed, run in, like move the mouse to

get my screensaver off. And like 600 cent, 800 cent, 2000 cent. I'm just freaking out. Right. So finally the next morning I wake up, my wife's getting ready for work. I'm getting ready for, for school. And I sneak back in the, uh, the, the, the room where the computer's at. I look at it and overnight we'd sent like, um, I think we'd, we'd'd sent 6,500 emails or something like that during the night. And I was like, dang it, I thought I was going to send a million overnight. It's going way slower than I thought. And then Colette was like, I need to use the phone. I'm like, you have to use the phone.

Like, you don't understand. Like, this is, it's sending out, like, we're printing cash right now. We can't not use the phone. She's like, I have to use the phone. I have to call someone to work. So I crawled to the desk. I went to unplug the modem. I't not use the phone. She's like, I have to use the phone. I would call someone to work. So I crawled into the desk. I went to unplug the, unplug the, the modem. I plugged back in the phone and as soon as I plug it in, I'm still under the desk. I

hear the phone ring. So I get out and I pick up the phone and on the other end was my internet service provider yelling at me and screaming at me and cursing me out. Tell me how many spam complaints that they got in the last four or five hours. They're shutting me down and they're going to potentially file a lawsuit and all this stuff. And I was just like, oh crap. Uh, you know, and I'm totally freaked out. And finally the guy hangs up on me, shuts off my internet and, uh, you know, I hang up the phone and class like, who's that on the phone? I'm like, um, nobody. Uh, Oh, and by the way, please don't quit today. Um, you know, let's wait out a couple of days. She kind of laughs at me and, uh, you know, anyway, so she goes to work and that day I, uh,

I'm kind of bummed out. I'm like licking my wounds and I go and I, um, I put my backpack on and walk into school. I get to school and I'm super bummed out cause I lost internet. I can't even check my email. I have no internet right now. Uh, I go into the computer lab at school and I check my emails and then I was like, I wonder if I said that thought, like, I wonder if, uh, if I did, you know, if I, if they, if they bought anything. So I logged in my PayPal account, like I did many times prior. And every time I logged into PayPal in the past, it was always a big zero on top. Like how much money did you make? $0.

I'm like, ah, and I logged in this time and guess what? It didn't say zero. First time ever it said 70. And I was like, what? I was like, I made 70 bucks. Like what I did, the way I did it apparently was illegal, but I did it. I made 70 bucks. Like what I did, the way I did it apparently was illegal, but I did it. I made 70 bucks. Like this, this actually works. And it was like, it was like the proof, the proof I needed. Like this whole thing actually works. It's the whole idea of having a

list works. I did it wrong. I did the, I did the wrong way, but there's gotta be a right way to do this. And so it started me on this journey of like, I have to figure out the legitimate way to build an email list because other people are doing it. I got a little taste of it. I made 70 bucks, um, uh, the wrong way. And so I got to figure out the right way. And so I started this journey of like, I have to learn how to build lists, have to learn how to build lists. And that became my obsession for the next decade of my life. And still obsession to today, which is, um, which is, uh, you know, why we have big email lists. Cause I focus on it. Um, in fact, every single day we have a company wide meeting. Uh, we call it the click funnels pulse

meeting. And one of the stats we share every single day is how many people joined our list yesterday. That's the number we're looking at. It's a metric. It's a KPI in our company. How many people today joined your list? It was interesting for all of you guys who are watching this. If you're not looking at metric daily, your list probably isn't growing. I've seen some people who have a business, they'll grow a list and they get 10,000, 20,000, 30,000 people on the list.

And then they stop. And they're like, I got a list. And they send emails to the list. And they're making money. So they're fine. But what happens is that list will start to atrophy over time. You get smaller and smaller. And eventually your business just disappears and dies. Um, your, your focus point is like, you need to consistently, continually always be building your list. Like that should be the number one metric. You wake up every morning. How many people joined my list yesterday? How many joined yesterday? I remember the first time I got that at one of my friends, Dagan Smith, he told me that. He said, he asked me, he said,

how many people a day join your email list? I'm like, I don't know. He's like, you don't know that number? I'm like, no. I mean, people are joining, but I don't look at that. And he's like, dude, what you watch, what you measure grows. And so I was like, okay, so I'm gonna start looking. So I started looking at it. I remember at the time there's probably, I don't know, 60, 70 people a day joining my list. And so I started watching that. And what's crazy is I started looking at, I remember at the time there's probably, I don't know, 60, 70 people a day joining my list. And so I started watching that. And what's crazy is I started looking at number every single day. It started, it started making me upset in my head, like, oh, it's only 70 people. And then, uh, your, your subconscious mind starts looking for ways. Well, how do I make this bigger? How do I make it bigger? And, uh, as I'm sitting there thinking how to make it bigger, new ideas

pop my head. And then I'm going from 70 a day to a hundred a day, 250 a day to 500 a day to a thousand a day to 2000 a day. a day. And it became the focal point of my business. And so for all you guys, when you start getting this book, that's what I talk about. All the things you're doing from traffic you control, the traffic you're buying, the traffic that you're earning, the goal of all that traffic is just to convert into traffic that you own, which is your list. Your list is the key. If you look at what's the biggest secret that Russell has in internet marketing, your list is the key. You need to be building your list. Like that's, that's the big aha. Okay. So you have to understand that. And so, um, all the things I'm doing from Facebook lives to videos, to podcast interviews,

to buying ads, the goal of all the thing is to build my list. And the key, the key metric, the KPI, I look at every single day, the most important one in my business for me is how many people today join my list. Okay. And so all he has to be focusing on that. That's, that's the big thing. Hey, funnel hackers, let me paint you a picture. You're running a business. Your funnel's finally converting like crazy. And suddenly it hits you. You need to hire someone like yesterday. Maybe it's a copywriter to help you crank out more sales pages or a designer to refresh your landing pages or someone to do customer support, to help you to handle your growing audience. The problem is you're swamped and you don't have weeks to shift through resumes. So what do you do? You turn to Indeed. When it comes to hiring, Indeed is all

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Go to indeed.com slash clicks right now and get a $75 sponsored job credit board to boost your post visibility. That's indeed.com slash clicks. Support the show, save time and find your next hire faster. Remember when it comes to hiring, indeed, it's all that you need. Hey, funnel hackers. I want to talk about building your business. You've got the idea, the passion, the drive, but here's the thing. Setting up the legal stuff can feel like a total roadblock. That's why you need Northwest registered agent. They're like the dream team for business formation, which is 10 clicks and 10 minutes. You can build your entire business identity. I'm talking about formation paperwork, a real business address, premium mail forwarding,

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10 minutes. Head to Northwest Registered Agent today and start building something amazing. Someone said, what software do you use? I use this weird software called ClickFunnels. ClickFunnels builds my list. It does everything. All right. So that's the big thing to understand.

Okay. So there's my little tangent. I want you to understand. So traffic that you own, okay? And I told you that story already. So again, when I'm doing all this stuff, when I'm buying ads, when I'm like doing, earning traffic, the goal of both of those is to get it into traffic that I own, right? So when I'm on a podcast interview, I'm doing a podcast and I'm earning traffic. I'm on there and I'm getting interviewed.

At the end of it, what do I say? Okay, at the end of it, I'm like, hey, by the way, I got this cool new book called Traffic Secrets. Go to trafficsecrets.com to get a free copy. People go to trafficsecrets.com, they click on the button, they put in their what? Email address.

And what happens? They join my list. Oh, okay, that's the goal. So I do the podcast interviews, not just to do an interview. I do an interview, an interview's not like that's okay. And yeah, I wanna sell copies of the book, but the only reason I'm trying to sell copies of the book is I want you on my email list because that's the game, okay?

And so that's kind of, hopefully that helps you understand that. So all the traffic you're buying, all the traffic you're earning is all going into one spot where you can build your email list because that's the secret of internet marketing. So if you look at these, some of you guys have probably seen this. This is one of my squeeze pages, okay? If you go to marketingsecrets.com slash blackbook, this is one. This lead page alone has generated over 300,000 leads for me, 300,000 leads, okay, boom, this is one of my book funnels, the goal of it is to get somebody to join the email list, like, I'm sending people from all

these places to spots, and here's every page I send somebody to, like, right now, I sent you to trafficsecrets.com, when you go there, guess what happens if you click on the button, you join my list, I say to go to funnelflicks.com, you go there to get this free stuff, right, I give you this bait to go watch Frank Kern's presentation Julius's and mine right there's like four hours of free videos but what happens to watch those videos you give me your email address now you join my list right so I'm doing this free I'm working my way in right now to you guys right we'll then buy ads to this present to this this video which I'll be buying

my way in but the goal of all of them is to get you on my email list right so I'm telling you you got two different email us today okay that's my goal I'm trying to convert all this traffic that I'm earning, right, I'm earning it, right? We've still got 160 of you guys on Instagram. We got 185 on Facebook. We'll push these things live over the next, you know, two or three weeks.

You'll probably get, I don't know, 50 to 100,000 people to watch this video. And from that, hopefully I'll get, I don't know, 20, 30,000 people to join my list from it, right? That's why I'm doing these exercises, okay? That's why we do all this stuff. So hopefully you guys understand that. Okay, okay. One more thing I'll talk about list building just to give you guys some metrics to make this really tangible for you. And then we'll

kind of wrap it for today. Um, when I got started, um, I had, uh, one of my friends is actually my Phil same. I love Mike. Um, Mike told me, he said, um, he said, uh, you should average on average, you should make at least $1 per month per name on your email list. Okay. And I didn't realize this time. I don't know if that was high or low. It's actually really low. You should make more than that, but this is a really good baseline, right? So what that means, let's say, let's say you've got a hundred people on your email list. You should average $1 per month per name on your email list. Okay. So I've got a hundred people on my email list. I should make at least a hundred bucks a month from those people. I got a thousand people on my email list.

I should make a thousand bucks a month. If I've got 50,000 people on my email list, I should make 50,000 a month and so on and so forth. And so for you guys who are starting a business or growing your company, you're like, how do I grow my company? That's the big secret. How many people are on your email list right now? If I ask you, I don't know, then you don't have a business. You're goofing around. Engagement on Instagram does not count as an email list. The goal of engagement on Instagram is to get people to go to your email list and join your list, right? Like that's, that's the tangible business that we're in. Okay. And so I remember he told me that I was like, okay, so I started at that point. It was back. It was my very first product called zip

brander. I had a pop up my list. And so I started driving traffic to it. I remember the very first month I got 217 people. Is it funny? You remember some random numbers like that? 217 people joined my email list that very first month. And that month, I think I made $300 in sales. I was like, okay, I was a little more than a dollar per name. Okay. And I was like, I'm going to keep focusing. So I took that money that I'd made. I reinvested back into more traffic. I got more people in. And then month number two, I had like 600 people on my list and that month I made like 800 bucks. And I was like, huh? So I reinvested that 800 bucks back in ads. I kept doing it. And soon I got to, uh, 2000 people on my list, then 1500 people, then 2000 people on my list. And that number stayed pretty sink. When I had 2000 people on my list, I was making like a little

over two grand a month. When I had 5,000 people on my list, made five grand a month. When I had a hundred thousand people on my list, I was making a hundred grand. Now I'm at over, you know, um, 1.7, 1.8 million dollars on people on my email list. We make more than that per month, right? So those numbers sink. And what's interesting is you get better at this game right you get better communicating with the audience better making offers better telling stories things like all this if i'm teaching you through these books that number will go up okay you shouldn't just make a dollar per name on email you can make five dollars or ten dollars you know sometimes i see local businesses where their lists are small they only have like 800 people on their list 500 people on their list

but excuse me because of the relationship because they're local they're able to make 10 20 30 bucks per name per email on their email list. Okay. And so that's just, I want to give you that number as a metric. Cause if it's somebody that's like, I need to retire, I need to, I want to work from home and I want to do whatever. Right. That's the number you should be looking at.

Right. If you're saying, okay, how much, if I need to make six figures a year. Okay. If you had 10,000 people on your email list, you're averaging $1 per month per, per name. That's 10 grand a month at times 12 months. That's 120,000 a year. So if you can focus to get 10,000 people on your email list, based on the math, you should be making 120,000 bucks a year. You're six figures a year. Okay. If you're like, I need to make five grand a month to survive. Cool. You should be focusing on

building a list of 5,000 people. You can list 5,000 people. You should, based on the math, if you do it okay, you should be making five grand a month. Okay. If you get, make a million bucks, want to hit Two Comic Club, cool. It's just a math game, right? That means if you want Two Comic Club, you need to focus on getting 100,000 people on your list. 100,000 people times 12 months is 1.2 million bucks a year, okay? So that's the game, you guys. That's what you have to understand. The list is the secret. That's the metric. That's the thing we're all focusing on. So all this traffic stuff we're doing is as much fun as it's like, how do you do Facebook ads and Google ads and do integration marketing how do you do growth hacking and how do you like all the things we're talking as exciting as those things are and they are they're pretty amazing the real secret the real big aha is that all the

focus point of that is to turn it into traffic that you actually own i think tomorrow we're actually going to talk about um follow-up funnels i'm pretty sure yeah so tomorrow we're going to talk about follow-up funnels so follow-up funnels like now someone pretty sure. Yeah. So tomorrow we're going to go talk about follow-up funnels. So follow-up funnels is like, now someone's on my list. Now what do I do with them? How do you make a dollar per name per month, Russell? Well, you do it by the follow-up funnel. This is the sequences. And tomorrow we're going to go deep into that. But to give you guys a hint, just so you like, no, I was doing, and I'll show you this tomorrow. We'll go deep in this. I was looking at my front end funnels and we did a 30-day snapshot in a window. In a 30-day window, for every dollar we made in one of our front-end funnels,

those are the funnels I buy ads to where I push through stuff like this. I'm buying my way, working my way. For every dollar I make in that front-end funnel, we made $16.49 in the next 30 days through the follow-up funnel. These are the emails and the messages that are sent to them over the next 30 days. That's the big secret, you guys. I will share that with you guys tomorrow, but I want you guys just, if I can do nothing else, to drill into your brain today, the traffic secret to drill into your brain today, the most important thing you'd be focusing on is traffic

that you own. How do you convert all the traffic you're earning, all the traffic you're buying, into traffic that you own? Because then when the storms come and they're coming, you're feeling it right now. When the recession hits, when depressions hit, when Facebook gets shut down by the government, when whatever, like the platform you're on, like people are huge on Vine and then Vine got destroyed and people have podcasts and the podcast disappeared. Like who knows what it's going to be? But as long as you're focusing all your efforts on one thing, traffic that you own, you'll survive the hard times.

Okay? I've survived two collapses of the economy. I've survived, or excuse me, one big collapse of the economy, two collapses of my business. I've survived all these things because of one thing, and one thing alone. I have my email list. That's the big secret.

You guys got that? That's the big secret. So I want you to start thinking about that today. In fact, that should be your goal right now, is you get off this thing and start thinking, okay, how big is my email list today? That's number one, okay? If it's zero people, now's the time this thing. So I'm thinking, okay, how big is my email list today? That's number one. Okay. And if it's zero people, now's the time to start. Okay. Um, but look at how big is your email list? That's number one.

Number two, how many people per day are joining it? Okay. And if I get that zero, then that's the next thing. How do I get people every day to do it? And then number three is like, okay, how do I make that number bigger? Okay. What you measure grows. So if you start measuring it, it'll grow or shrink. If you're in weight loss, right? Um, you probably don't want it. If you're measuring your waist every day, you don't want it to grow, uh, but it'll shrink. But in business you want to grow. So whatever you measure, it will grow. So every single day, the number you should be looking for is, uh, how much, um, how much did my, uh, how much my list grow today? How many leads got today? Like that's what we start focusing on. Okay. Hope you guys just survive the storms and the craziness.

That's just important. So there you guys go. That is the Traffic Secret. For today, I'm gonna share. We had a good turnout today. You guys must be bored out of your minds at home during the quarantine. So if you are, what I recommend doing right now,

go like you, you can have this by the time I hang out tomorrow, you guys can listen to this entire book. Go to traficeseekers.com. You can pre-order a hardbound copy of this book for free. They don't ship till May 5th though, but the order form bump is the audio book of this. And you get the audio book, you can plug it in your ears and you can listen to it seven hours of me reading the entire book word for word. By this time tomorrow, you can have it done and we can get back to work. That's your challenge. Why are you sitting around? Go do it. Let's go. TrappedtoSecrets.com. Get the hardbound book. There's also a whole bunch of amazing video, you get, um, a presentation from Prince EA that has over 3 billion views on Facebook. Um, he, uh, he does a presentation you get for free in there. Uh, paying June talks about how he does his social media presentation for me about, uh, traffic. It's a bunch of cool stuff you get for free in there.

You just got to go, um, get the book for free. Um, and then again, the audio books you can start listening to today if you want, uh, those who've been asking about how to get the whole box set, uh, the upsell flow, you can get the box set and the upsell flow. So that's there as well. And then if you guys, after you've done that and you're like, I need more stuff, Russell. I want to keep geeking out. I want to sharpen myself.

I want my brain to get bigger. Then you just go to right here, FunnelFlix.com. ClickFunnels has entered the streaming wars. We are trying to destroy Disney Plus and Netflix and all the others. No, I'm just kidding. This is way better. But you guys get a free week at FunnelFlix.com. It's called the free premiere week.

You can go there and you put an email address in, click submit, and you can get the first four presentations for free. First one's from my man, Frank Kern, one of the original OGs of internet marketing. He's one of the dudes I was learning from when I got started. He did a secret presentation of Funnel Hacking Live.

Nobody knew he was coming. And when he came out on stage, they flipped out. Anyway, his presentation's there for free. You go to FunnelFlix.com, put your email address in here and then what happens? Oh, you joined my list. What, Russell practices what he preaches. Oh, this is so crazy.

You joined my email list, right? Boom, then you watch Frank's presentation. Then number two, you go right here and you watch a presentation from Julius who built an Instagram following like I think five or six million people. He's a magician. His presentation was insane.

He has magic for me, and that is awesome. Then over here, you've got a presentation from me on your value ladder, which is awesome. Anyway, so FunnelFlix.com. So TravisSeekers.com, get your book. FunnelFlix.com, go geek out. You get a free premiere week over here, a bunch of cool stuff.

With that said, you guys, I appreciate you all. Thanks for hanging out. Tomorrow, we'll be back. Tomorrow, we're gonna go into follow-up funnels, which will be a lot of fun. And, um, yeah, it's going to be fun. So, uh, anyway, appreciate you guys. Thanks for hanging out today. Uh, if you got any value from this, please comment down below, let me know. Uh, and, uh, if you're on Facebook, watch this, please share it. That'd be awesome too. And I don't know,

can you share this on Instagram live? I, I don't really know how that works, but, uh, feel free to share this. If you got any value, I mean the world, uh, world to me, thanks for hanging out. Appreciate you all. And we'll see you guys all again tomorrow. Bye. Hey, funnel hackers. Let's be real. How many of you have forgotten about subscriptions and you keep paying for these things month after month after month. That was my wife and I, before rocket money came along literally a couple months ago, we downloaded this app and within minutes we found out a whole bunch of subscriptions. In fact, we had multiple Hulu payments, multiple Disney payments from accounts that my wife had set up and I had set up and we weren't even using one of them. It was crazy. Okay. Rocket Money is a personal finance app that helps you to find and cancel your unwanted subscriptions, monitors your

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when we started using Rocket app. Now their dashboard is amazing and you get a clear view of all your expenses across every account you have. You can even create a personalized budget with custom categories and track your monthly spending trends to stay on top of your goals. You want to save for that dream vacation or pay off some debt. Their new goals feature automatically saves money for you. So you don't even have to think about it. So cancel all your unwanted subscriptions and reach your financial goals faster with Rocket Money. Go to rocketmoney.com slash Russell today. That's rocketmoney.com slash R-U-S-S-E-L-L. That's rocketmoney.com slash Russell. All right, funnel hackers, listen up. It's 2025 and let me

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for your next campaign. Go to linkedin.com slash clicks to claim your credit. That's linkedin.com Hey everybody, this is Russell again. And really quick, I just opened up a texting community, which means you can text me your questions. And right now I'm spending anywhere between 10 and 30 minutes every single day answering questions through text message to people who are on the podcast. And so I wanted you to stop everything you're doing, pull your phone out and actually text me a message. Okay. Now the phone number you need to text is 208-231-3797. Once again, it's 208-231-3797. When you text me, just say hello. And then what's going to happen is we'll add you to

my phone and then they'll send you back a message where you can add me to your phone. And then we start having conversations. Uh, on top of that, through this texting community is where I'm gonna be giving out free swag, giving away a free copies of my book. I'll let you know about book signings, about times I'm coming to your local area and a whole bunch more. So I want to make sure you are on this list. On top of that, every single day, I'm sending out my favorite quotes, my favorite frameworks and things you can get for free only through my texting platform. So when you need it I just want to make sure you are on this list. On top of that, every single day, I'm sending out my favorite quotes, my favorite frameworks and things you can get for free only through my texting platform. So what you need to do right now is pull out your phone and text me at area code 208-231-3797.

One more time. That's 208-231-3797. I can't wait to hear from you right now.