“We had a very different approach that got a lot of people excited. Not just about the product, but they felt good about the way we treated them. We went old school, researching several hundred health and fitness influencers, then sending them handwritten letters and free samples.” 

“With traffic I own, I can follow up with my leads and customers anytime I like.” 

“Instead, we will be focusing on strategies that don’t change, including: Identifying your dream customers Finding out where they are already congregating online Learning how to “work” your way in Understanding how to “buy” your way in Creating your own publishing platform Building your own distribution lists” 

“When most people hear the title of Traffic Secrets, they assume I’m just going to show how to run Facebook or YouTube ads. While those tools are great, they’re just small external tactics of a much larger strategy.” 

“The core strategy to understand is that your dream customers have already been congregated by your Dream 100. If you focus on identifying them and marketing to them, your dream customers will start flowing into your funnels faster than by anything else you could do.” 

“The different funnel types here are covered in great detail in DotCom Secrets, but for now, I want to show you how we use these front-end funnels to convert clicks into traffic that you own.” 

“Those who understand funnels will last much longer because they will make more money from each visitor who clicks on their ads, but this tactic will soon become obsolete.” 

“With Secret #1, you identified your dream customer, and with Secret #2, you can locate where they’re hiding or congregating.” 

“Where are my dream customers (in this case wrestlers) congregating?” 

“SECRET #3 HOOK, STORY, OFFER, AND THE ATTRACTIVE CHARACTER” 

“In Section One, you will learn how to identify exactly who your dream customers are, where you can find them, and how to get access to them.” 

“The Value Ladder is the key to building your marketing funnels and mastering everything else I’m going to teach you in this book. This system does not work if all you have is one thing—like a book or an adjustment. You need to be able to build out a full Value Ladder. Most businesses I look at have one or two pieces of the ladder, but they rarely have all four. Once we add in the missing pieces, the business can start to expand dramatically. There’s no end to the level of backend services and experiences you can add. If you keep providing more and more value, people will spend more and more money to keep working with you.” 

“My lead funnel gives away 99 marketing secrets in a free e-book.” 

“SECTION ONE YOUR DREAM CUSTOMER” 

“Every piece of good marketing has a hook, a story, and an offer.” 

“STEP #1—DIG YOUR WELL BEFORE YOU’RE THIRSTY” 

“My book funnel gives away a free book (with $7.95 shipping) called Expert Secrets.” 

“How do I get my message in front of their audiences?” 

“Soon she would have to start her nighttime routine of cleaning up the house, getting herself ready for bed, taking off her makeup,” 

“In his networking book, Dig Your Well Before You’re Thirsty, Harvey Mackay explains that if you want to build a business relationship with someone that’s worthwhile, you have to start it before you’re ready to make the deal.9” 

“My webinar funnel gives away a “secret funnel strategy” in a one-hour presentation.” 

“I went to college for four years to get my degree, then I spent an additional four years at chiropractic college to become a chiropractor. In all that time, not once did they ever talk about how to actually get patients to come to my clinic.” 

“But if you really understand them, then you should already know where they’re congregating to get out of pain and where they’re congregating to move toward pleasure.” 

“If your prospect is aware of your product and has realized it can satisfy his desire, your headline starts with the product. “If he is not aware of your product, but only of the desire itself, your headline starts with the desire. “If he is not yet aware of what he really seeks, but is concerned with the general problem, your headline starts with the problem and crystallizes it into a specific need.”11” 

“Isn’t that unbelievable? They could lock up an entrepreneur for eight years to teach them a skill, but not even spend 10 minutes showing them how to market that skill.” 

“For example, if you know you want to make $100,000 per year, make sure you are focused on getting at least 10,000 people on your list (10,000 people x $1 per month x 12 months = $120,000). If you want to make $1 million per year, focus on getting 100,000 people on your list (100,000 people x $1 per month x 12 months = $1,200,000).” 

“The hook is the image and the headline that Jessica saw as she was scrolling through her feed. It hooked her and stopped her just long enough to get her attention.” 

“Your job is to identify where they are, tap into those existing streams of traffic, throw out some hooks, and then get a percentage of your dream customers to start coming to you.” 

“Chet Holmes, called the “Dream 100.”5 He wrote about it in detail in his best-selling book, The Ultimate Sales Machine.” 

“then asked Jessica to click on a link, which gave Natalie a moment to tell her story, build a relationship with Jessica, and explain the perceived value of the offer she would be making. Finally, Natalie made her an irresistible offer that would help Jessica to get out of pain and move toward pleasure.” 

“The most common mistake that entrepreneurs make when they start their Dream 100 is to wait to start building relationships with those people until their product is ready” 

“This Hook, Story, Offer framework is the pattern that you’ll see over and over again in most ads and funnels online.” 

“First, I subscribe to everything that my Dream 100 are publishing. If they’re on your Dream 100, they probably publish on at least one, if not many, different platforms.” 

“List building is a completely different investment model. I might have to pay anywhere from $1 to $5 per lead in Facebook. For this example, let’s use the top number. If I paid $5 per lead and only spent $5,000, I would generate 1,000 leads. If I averaged $1 per month per name, after five months I would break even, and after that I would have a positive cash flow of $1,000 per month.” 

“I’ll listen to their podcast, read their blog, watch their stories on Instagram, and join their email newsletter because there will likely be a time in the near future that I’ll have the chance to actually speak to them.” 

“I also watch what my Dream 100 are publishing because, in the future, I might be creating ads for these same people.” 

“If I know the things that an individual member of my Dream 100 are saying to their followers, I can model the same language patterns in my messages.” 

“The first step in this process is to become obsessed with your dream customer. Companies that become obsessed with their products will eventually fail.” 

“It’s how we diagnose what’s not working in every funnel that we set” 

“an ad isn’t working, it’s always because of the hook, the story, or the offer. If a funnel isn’t converting, it’s always because of the hook, the story, or the offer.” 

“I also only use my social apps (YouTube, Instagram, Facebook, etc.) for two purposes: to produce and publish content, and to spy on my Dream 100. I don’t use them to be “social,” because this is the fastest way to ruin your life.” 

“Chet Holmes’s Dream 100 for “One to One” selling strategy is powerful when your business model needs a small number of big customers. But for most of us, we’re looking for lots of customers, not just 100.” 

“In DotCom Secrets and Expert Secrets, I spend multiple chapters talking about Hook, Story, and Offer, where I fully explain how to make irresistible offers and the frameworks we use for story selling.” 

“While you’re building relationships with your Dream 100, you can still get traffic by buying it.” 

“but Expert Secrets is the definitive guide for mastering these concepts.”

“First: It’s faster. Paid ads can give you immediate feedback. I can turn an ad on and within minutes have people flooding into my funnels.” 

“it didn’t make financial sense to send packages and make phone calls to try to sell a $20 product. That’s why Chet’s Dream 100 concept didn’t make sense when I first heard it; I couldn’t see how it applied to my online business. In fact, initially, I completely dismissed the concept and figured it didn’t apply to companies like mine.” 

“your problem becomes your business; in other words, your mess becomes your message.” 

“Fourth: Paid ads are how you scale a company fast. My number-one goal with every funnel I create is to have a “breakeven” funnel, where for each $1 we put into paid ads, we get at least $1 back.” 

“from this point forward, you should never look at yourself as a “consumer” of social media but as a “producer” of it.”