Looking back, I think it’s funny that while most kids

my age were collecting baseball cards, I was studying

junk mail and learning marketing funnels.
People who model the surface level
Introduction
of what others are doing and are
frustrated that they aren’t getting
similar results.

To create hyper-targeted messages, you have to know

your target market inside and out. Successful
businesses get inside of the customer’s mind and find
out what the individual really cares about. What are
their pains and passions? What do they desire? What
do they think about, and what do they search for
online? When you can find out those tiny details, you
can search more specifically and find buyers in not-so-
Who Is Your Dream Client? obvious places.
One of the coolest things about the Internet is the
power of congregations. These seemingly
unimportant groups of people gathering together in
little corners of the Internet make it possible for
people like you and me to get into business quickly
and be successful without all the barriers and
expensive hurdles of traditional media.
Remember your target market is made up of real
people, so you need to look at their real behavior.

Where do they hang out online? Where do they spend

their time? What email newsletters might they
subscribe to? What blogs do they read? What
Facebook groups are they a part of? Are they even on
Facebook—or do they prefer Instagram? What
keywords are they searching for on Google? What
books are they buying on Amazon?

Answering these questions can take some time and

research, but it’s worth taking as much time as you
need to develop a clear picture of where your ideal
Where Can You Find Them?
clients are directing their attention.
You control traffic when you have the ability to tell it
where to go. For example, if I purchase an ad on
Google, I don’t own that traffic (Google does), but I
can control it by buying an ad and then sending those • Email ads (solo ads, banners, links, mentions)
who click on that ad anywhere I want. Any kind of
• Pay-per-click ads (Facebook, Google, Yahoo, etc.)
paid traffic is traffic you control, including the
1. Traffic you control following: • Banner ads
• Native ads
• Affiliates and joint ventures
• Social media (Facebook, Twitter, Instagram, Google+, LinkedIn, Pinterest, etc.)
• Search traffic (search engine optimization or SEO)
Three types of Traffic • Guest blog traffic
2. Traffic you don’t control
• YouTube
• Guest interviews
Now, just like traffic that I control, my ONLY goal with traffic that I don’t control is also to turn it into traffic that I own.
Traffic you own is the BEST kind of traffic. It’s your
3. Traffic you OWN email list or your followers, readers, customers, etc.
You are trying to engage someone who is already
checking email, Facebook, and his cell phone at the
exact same time. You have to interrupt potential
customers long enough for them to click on your ad
and visit your website.

Four important questions It’s about the persona you’re sharing with your
audience and how you communicate with your list.
Most people either don’t bother to create this
character, or they don’t do it correctly. So, I want to
explain the process to you now. It’s one of the most
important steps you can take when it comes to
making sales. Once you intentionally create your AC,
your business will change forever.
You share your backstory because you want people to
see where you came from. If they can relate to where
What Bait Will You Use to Attract Them?
you came from, then they will want to follow you to
where you are now. If they don’t see the backstory,
potential customers won’t follow you or listen to you.
You’ll seem untouchable; you won’t seem real to
them.

However, if they see that you were once in a similar

situation, then they instantly identify with you and will
follow you. Your story has provided a hook. You can
then lay out the path, and they will want to follow
1. Backstory. that path.
The Attractive Character
A parable is a story about something that happened
in your Attractive Character’s life. Most people let life
pass them by, and they don’t stop to take note of the
interesting things that happen to them. But you’re
DotCom Secrets different. You have the ability to use the things that
Russell Brunson happen throughout your life to teach and inspire
2. Attractive Characters Speak in Parables. others—as well as sell products.
No one wants to hear about the perfect person—
because you can’t relate. Yet most of us try to put on
a perfect facade for our audiences. Conversely, as
soon as the audience knows you’re not perfect, that
you have character flaws, then they will start to
empathize with you. They’ll like you more because
The four elements 3. Attractive Characters Share Their Character Flaws. you are like them: not perfect.
Attractive Characters are typically very polarizing.
They share their opinions on hard matters, and they
stick to their guns—no matter how many people
disagree with them.

They draw a line in the sand. And when they take a

stand for what they believe in, they split the audience
into three camps: those who agree with them, those
who are neutral, and those who will disagree with
them.

As you start to create that polarization, it will change

your “fair weather fans” into diehard fans who will
follow what you say, share your message, and buy
4. Attractive Characters Harness the Power of Polarity. from you over and over again.
What Result Do You Want To Give Them?

The deeper your funnel is, and the more things you
can offer your clients, the more each customer will be
worth to you. And the more they are worth to you,
the more you can spend to acquire them. Remember
this truth:

Value Ladder Bait

Frontend
Basic Value ladder
Middle
Backend
Before I start to build out any new sales funnel, the
first thing I want to do is find other people who
already have a successful funnel and are selling to my
target market.

If I can’t find other businesses, then I won’t continue

to move forward. But if I can find others who are
already successfully selling to the chosen market,
then I can reverse engineer what they’re doing and
figure out where they are getting their traffic.
A direct competitor is a person or company selling
something very similar to yours. In the supplement
business, anyone else selling the same type of
supplements is my direct competitor. We are trying to
sell basically the same thing to the same people.
We’re going to do a direct competitor analysis in a
moment.

Step #1: Where Are Your Competitors (Both Direct AND Indirect)? There are also indirect competitors. These are people
or companies selling something different than you,
How but to the same demographic
Step #2: What Are They Doing? similarweb.com
The demographics are all the characteristics of the
people you’re targeting. The demographics define
who belongs in the target group and who doesn’t.
We’re talking about distinguishing factors, like age,
Reverse Engineering a Successful Funnel sex, education, geographical location, income level,
race, language, and political affiliations—any and all
characteristics you can think of that define those
people you want to reach with your message.

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 The demographics are all the characteristics of the
people you’re targeting. The demographics define
who belongs in the target group and who doesn’t.
We’re talking about distinguishing factors, like age,
sex, education, geographical location, income level,
race, language, and political affiliations—any and all
characteristics you can think of that define those
1. Demographics people you want to reach with your message.
The offer comes down to what you are selling and at
what price point you are selling it, including your
2. Offer upsells and downsells.
This is the page a person lands on right after they
click on an ad, and I believe it’s the most important
page in your entire sales funnel. What does that page
look like for your successful competitors? Is it an opt-
in page? Is it a sales page? What’s working for people
right now?

I’m not going to make up my own landing page and

hope it works. I’m going to reverse engineer what’s
already working and model that for my own page. I’m
5 Variables of successful campaign
going to make something very similar to what’s
3. Landing page already successful.
Where is your competitor’s traffic coming from? What
are the specific websites that competitor buys ads on?
Is the traffic coming from banner ads or social media
4. Traffic source or email? Does he use mainly video or text?
This is the last element of a successful campaign.
Funnels What do successful ads look like? What makes people
click on the ad? What’s enticing them to even look at
the competitor’s ad in the first place? What pictures
are competitors using? What does the headline say?
What does the body copy look like? Are the
competitors using video? All these things influence
5. Ad copy whether a person clicks on an ad or not.
Experts in neuro-linguistic programming (NLP) talk a
lot about pre-framing to gain the outcome you desire.
A pre-frame is simply the state of mind you place
someone in as they enter into the next step in your
sales funnel. Changing the frame of mind, the
mindset, can profoundly change the answer to a
question or the experience you have with someone or
It's all about the Pre-frame something.
The first phase to examine is the mindset of the
traffic before it reaches your site—or, your traffic
temperature. You may not ever think about it, but
there are three levels of traffic that come to your
website: hot, warm, and cold
Hot Traffic is made up of people who already know
who you are. They’re on your email list, they
subscribe to your podcast, they read your blog—you
have an established relationship with them. You’re
going to talk to these people like they’re your friends
(because they are).
Warm Traffic consists of people who don’t know you,
but they have a relationship with somebody you
know. This is where joint venture (JV) partnerships
work well. Affiliates or JV partners have relationships
Phase #1: Determine Traffic Temperature with their lists, and they endorse you or your offer to
their subscribers. They lend their credibility to you so
their followers feel comfortable checking out your
offers.
Cold Traffic is made up of people who have no idea
who you are. They don’t know what you offer or
whether they can trust you. These may be people you
find on Facebook or who click on your pay-per-click
ads. Maybe they stumble across your blog somehow.
Most likely, you’re paying for this traffic somehow, so
it’s important to pre-frame them correctly to get the
highest return on your investment.
A Hot Traffic Bridge is typically very short. You
already have a relationship with these people, so you
don’t have to do a lot of credibility building or pre-
framing. You can probably just send out a quick email
with a link to your landing page, and that’s about it.
A Warm Traffic Bridge is a little longer than a hot
traffic bridge, but not much. All that traffic needs is a
little note of endorsement from a person they trust;
then they’ll be in the right frame of mind to go to the
landing page.
Phase #2: Set Up the Pre-Frame Bridge
A Cold Traffic Bridge. For cold traffic, you often need a
whole separate page that they go through (the bridge
page) before they hit the offer page. This separate,
7 Phases of a Sales Funnel pre-frame page educates people, enabling them to
better appreciate the offer and making them more
likely to convert.
The whole goal here is to take all the traffic—hot,
warm, and cold— and find out who is willing to give
us an email address in exchange for more
Phase #3: Qualify Subscribers information. (This is known as subscribing to a list.)
Immediately after you qualify your subscribers, you
want to find out who among them is a buyer. How
many of those three hundred people who were
interested in getting free information are willing to
pull out their credit cards and make a purchase?
After you’ve identified the buyers, you want to
Phase #4: Qualify Buyers identify the hyperactive buyers. These are the people
who are in some kind of pain right now and will buy
more than one thing at a time.
After you’ve identified the buyers, you want to
identify the hyperactive buyers. These are the people
who are in some kind of pain right now and will buy
Phase #5: Identify Hyperactive Buyers more than one thing at a time.
If you’ve followed the five phases of the funnel up to
here, you’ve already moved people through the first
level or two (or three) on your Value Ladder. Now,
you’re going to continue to provide value and help
people with whatever you offer.

Allow some time to pass. How much time is up to

you; whatever feels logical for your product is best.
Let them dig into whatever products they’ve already
purchased, and give them enough time to see the
value you give. You’re going to ascend them up the
ladder over a longer period of time, eventually
Phase #6: Age and Ascend the Relationship moving them to the very top level.
Typically, it’s difficult to sell super-expensive products
or services online. Not many people are going to read
a sales letter and click the buy button for a fifteen
thousand dollar product. Some might, but usually you
have to change the selling environment if you want to
sell high-ticket products. The most common ways to
change the environment are to sell the pricier items
over the phone, through direct mail, or at a live event
Phase #7: Change the selling environment or seminar.

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