Today we have part 2 of 3 where Russell speaks at Dream 100 Con about traffic and how to build your list. Here are some of the things you will hear in part 2: Find out the difference between hot, warm and cold traffic, and why you need to change how you get your word out to them. Why you need to build out your dream 100 list by knowing who everyone else is in your market and what they are doing at all times. And find out how phones are like TVs in 1965 and how you can use that to your advantage. So listen here to part 2 of 3 of Russell’s super informative presentation at Dream 100 Con. ---Transcript--- Hey everyone, this is Russell. Welcome to the Marketing Secrets podcast. I hope yesterday you enjoyed part one of three from my presentation at Dream 100 Con. Today I want to give you part two. So we’re going to drive in today into the next section of the presentation. I hope you’re taking notes and starting to piece together how this process and how this concept can work inside of your company. With that said we’re going to queue up the intro and then jump right into part number two of my presentation at Dream 100 Con. Okay, now one thing I want to explain as you’re doing this is, these are little landing pages right here. The landing page or the funnel for each of these is going to be a little bit different because they’re different parts in the journey. In fact, Dana this is the reason why your stuff works really, really good on Dream 100 and sucks on Facebook ads. It’s not because the offer doesn’t work, it’s because right now your offer works really good at this phase right here.  Someone needs traffic? Boom, dream 100. So you have a list of people trying to get traffic, he dream 100’s them, it’s really, really good. But if he’s going to come back here to somebody that they don’t even know they need traffic, they just got their first website set up and they’re trying to figure out how to sell something, that person needs dream 100 more than anybody, but if he says dream 100 they’re like, “I don’t know what he’s even talking about.” As you move further out the person, they don’t understand your language patterns, so you have to rephrase how you do it. So every single step back in this timeline, my landing page, my funnel has different ways that I explain things. If you’ve read the Dotcom Secrets book, I talk about, there’s basically….how many of you guys know what I’m drawing here? There’s hot traffic, there’s warm traffic, and there’s cold traffic. So the hot traffic, they know this thing, those people are super easy. You just have to push them over the edge and they’re in. “I know about traffic, I know about everything. The dream 100? Sweet, that’s more traffic. I’m in.” That’s hot traffic, so that’s how you speak to people. People down here that are warm, you have to speak to them differently. They don’t even know what they don’t know. They don’t know what they don’t have. So you have to speak to them differently. And people that are really cold, you have to speak to them differently. Jean Schwartz, how many of you guys study the old school copywriters? If not, they are the best. All the good stuff is from the old school. So Jean Schwartz, old dead dude who’s a genius, he said, he was talking about this concept right here. He said, “If your prospect is aware of your product and realizes it can satisfy his desire, your headline starts with a product.” So if he knows about your product, “I was at Funnel Hacking Live, I was onstage and I heard about Dream 100, Dana was there.” or “I was on a webinar and my buddy introduced me to Dana on this webinar and talked about this thing.” Like, they know what the product is, it’s really simple. “Hey, just buy my product. Buy the thing. Buy Clickfunnels.” If someone knows about Clickfunnels, I can just pitch the Clickfunnels. Now move back. If they’re not aware of your product, only the desire itself, the headline starts with the desire. So if I’m  here, here I’m selling the product.