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Traffic Secrets
What It’s About
This book shows you the most effective way to get all eyes on your product. There's a classic movie with Kevin Costner called Field of Dreams. It's about building a baseball stadium in the middle of nowhere. It's a great film, but it sends the wrong message, because it suggests that people will come just because something is built.
Three Key Ideas
Dream Customer Obsession
Knowing exactly who your ideal buyer is, and where they already gather, determines every traffic decision you make.
Dream 100 Distribution Strategy
Targeting the hundred people who own your audience's attention earns you far more reach than chasing individuals directly.
Own the List, Not the Platform
Converting paid and earned traffic into owned subscribers is the only asset that survives algorithm changes and platform collapses.
Read a Sample
A Storm Coming
April 27, 2018. Russell Brunson is sitting in a movie theater with his kids watching Avengers: Infinity War, and Thanos has just snapped his fingers to vaporize half of all life in the universe. Brunson leaves the theater thinking about his friend Peng Joon, who had recently joked that Mark Zuckerberg could pull off the same trick at any moment. One algorithm change, one policy update, and half the entrepreneurs running businesses on top of Facebook would wake up to find their traffic gone. Brunson laughed. Then he stopped laughing, because he had already lived through it once.
In 2003, Brunson bought his first Google ad. He was selling DVD instructions for building potato guns through a tiny funnel. Clicks cost a quarter and produced two or three dollars in revenue. It was the closest thing to free money he had ever seen. Then Google decided it preferred big brands spending a million dollars a month to small entrepreneurs spending a few hundred. Click prices jumped from twenty-five cents to over three dollars overnight. The internet still talks about the Google Slap. Most of Brunson's competitors disappeared in a single week.
He survived for two reasons. The first was that his funnels squeezed five to ten times more revenue out of each visitor than a basic landing page, so he could pay the new prices and still make money. The second was that he had been studying old-school direct response marketers, Robert Collier among them, years before the internet existed. These were people who had to drive responses with direct mail, radio, and newspapers, and what they taught was not Facebook hacks or Google secrets. They taught how humans make decisions. That was the difference between getting wiped out and watching it happen to other people.
Who It’s For
- Anyone who runs an online business and struggles to bring in consistent, predictable traffic.
- Anyone who spends money on ads but has not yet built a follow-up system or an owned subscriber list.
- Anyone who wants a long-term traffic strategy that works across platforms, not just today's trending channel.
- Anyone who sells products, courses, or services and needs to find the communities where buyers already gather.
About the Author: Russell Brunson
Russell Brunson is the co-founder of ClickFunnels, a software company that helps entrepreneurs build sales funnels. He built ClickFunnels into a nine-figure business without venture capital, largely on the affiliate and earned-traffic strategies he describes in this book.
Brunson began selling online as a college student and has since authored several books on direct response marketing, including DotCom Secrets and Expert Secrets. He is widely known in the online marketing world for popularizing the sales funnel as the central unit of digital business.
