Book Notes #018 - Traffic Secrets by Russell Brunson.

Rating 4/5 ⭐️ (Good)

Topic: Non-Fiction: Online Business, Marketing and Sales.

"Moving forward, you have to understand that traffic is people, and people are extremely predictable." - Russell Brunson.

BOOK REVIEW

  • Main Ideas - Good.

  • Examples and Stories - Good.

  • Engagement - Medium.

INTRODUCTION


Traffic is the people that visit your website, go through your funnels and ultimately ended up buying your products. Traffic is the fuel of every successful business.


Every entrepreneur's dream is to have a constant flow of people that are buying their products and /or services, the big challenge is figuring out how to fill those funnels. The answer can be found in mastering one skill, the art and science of getting people to find you.


This book will show you how to do that.


MAIN IDEAS


#1 - GETTING PEOPLE TO FIND YOU.

(Figure 0.3. Brunson, Russell. Traffic Secrets (p. xvii). Hay House. Kindle Edition.)


One of the most common mistakes entrepreneurs make is that they spend all their time and money developing their products and services without considering who their dream customer is or how they are going to reach them.

"They’ll happily invest in coaching, product creation, design, education—almost everything—but when you then tell them to buy ads on Facebook or Google, they freeze."

The biggest problem with this is that they fail to acknowledge that their future customer doesn't know they exist. Once they are finally ready to launch their product, they get stuck wondering why their dream customers are not coming.


Other times, if they don't have the budget to pay for ads and they failed to understand that they will need to put their "sweat equity" into creating free content to grow their community.


They think "if I build it, they will come". But in reality, they won't. It's the marketer's job to actively look for them and bring them on as a customer or paid client.


Service-based businesses understand this better than product-based businesses. No client, no work to be done. On the other hand, you can get stuck working on the product for an entire year without ever launching it into the market thinking that the product will sell itself.


The solution to this problem is to become good at one fundamental skill. The art and science of getting traffic (or people) to find you.


Waiting for your dream customers to show up once you have finished building your product or service is not a strategy. But getting good at the art and science of getting traffic (or people) to find you... that's a strategy.


So, who are your dream customers? But more importantly, where are they hiding?


#2 - THE THREE CORE MARKETS/DESIRES.

(Figure 1.2. Brunson, Russell. Traffic Secrets (p. 17). Hay House. Kindle Edition.


The majority of people purchase products with the hope to improve one or more areas of their life. Health, wealth or relationships.


Nowadays, people no longer buy things they need. They buy things they want.


Marketers take advantage of this by grabbing your attention long enough for them to create a desire and later craft an offer. If you are a marketer, you need to understand that before creating any marketing campaign is important to ask one fundamental question.


"Which of these three desires is my future dream customer trying to receive when they buy my products or services?


  • If your product fits into more than one of these desires, pick one. One of the fundamental rules of marketing is that “a confused mind always says no.”


  • If you think your product does not fit into any of these three categories, think again. Rember that you are targeting "people" and their human desires.


AWAY FROM PAIN TOWARDS PLEASURE.


Another tool marketers can use to influence decision-making is the idea of "Away From Pain and Towards Pleasure".


All humans want to move away from pain or towards pleasure or reward.


The first direction people want to move is way from pain. This means they want to stop experiencing their current situation by saying something like


"I just want this headache to go away..."


The second direction people want to move is towards pleasure or reward.


Once they have moved away from pain, they want to keep feeling good or they are looking for more.


"I want to be able to have better focus..."


More examples;

Away from Pain

Towards Pleasure

Health

- Being Overweight.

- Getting a six-pack or building muscle.

- Chronic Pain (fatigue, stiff muscles, etc.)

- Better performance (stronger, more flexible, etc.)

- Headaches.

- More focus and clarity.

Wealth

- Living paycheque to paycheque.

- Have more savings.

- Hate their job.

- Be more productive.

- Payout debts.

- Invest more money (bigger returns).

Relationships

- Failing Relationship.

- Spend more time with their partner.

- Toxic Friendships.

- Spend more time with their friends.