Only listen if you want to hear the thought process inside my head of what we’re doing and why… On today’s episode Russell talks about the strategy behind his new book. Here are some cool things to listen for in this episode: The different types of traffic and how to convert them. How to create bait to get the right customer. And how Russell came up with the title for his new book Expert Secrets and what it will focus on. So listen below to get excited for Russell’s new book, which is coming soon. ---Transcript--- Hey everyone, this is Russell Brunson and welcome to Marketing In Your Car. All right everybody, I hope you guys are having a great day today. For me it was daylight savings last night, which meant I got to go to bed late, I got to wake up early, and I feel awesome. I think that daylight savings, for those of you guys who take advantage of it, is the greatest thing in the world. Now when I wake up at 5:00 in the morning, my body thinks it’s 6. I get to start waking up an hour earlier by not shifting things, and I get an hour more out of each day. I hope you guys are doing that as well because it gives you the chance to just get free time. Then if you stick with that schedule it stays. I’m trying to do the same to my kids, like now trying to put them to bed an hour earlier, and keep them on that schedule and I’ll get an hour on that side too. Anyway, I don’t know if that makes sense, but that’s what I’m trying at least. Because I woke up today and it was like 6 am but it was really 5 am, and it was awesome. So, I got way more stuff done today so, it’s kind of fun. We also had a great Halloween, hope you did as well. And, I was just thinking about something that I was going to share with you guys. And if you haven’t read the DotComSecrets book yet, this may be a little over your head, but if you have read it, and you should, then this will make perfect sense to you. So, you know in the DotComSecrets book I talk about the secret formula, which is figure out who it is you want to serve, and then create bait that will attract them. Find where they are congregating and put that bait out in front of them, then you can get them as a customer, then you can ascend them up and give them the results you want to give them, right? And so, I talked about, in the book how when we wanted to change who our customers were, we changed our bait. And, how simple, basically, business was, as soon as you figured that out. Like who do you want to be selling stuff to in the future, and be working with. Figure out and identify who that person is, and then just create the bait that will get that person excited, and get them to want to enter your world, join your list, give you money, etcetera, etcetera. And so, you know look at Click Funnels for example, over the last year since we launched it we’ve been trying out a lot of different bait to get different types of customers in the front door, which has been really really fun. Now, the next part in the DotComSecrets book we talk about is hot traffic versus warm traffic versus cold traffic, right? So hot traffic is like your own list. They love you, they’re warm, they’ll pretty much buy anything if you just say “hey, go buy this thing”, they’ll go buy it. So, that’s an example of your hot traffic. Then your warm traffic is like people that don’t have a relationship with you yet, but they have a relationship with somebody else, like a joint venture partner or friend or, you know, they read a blog or listen to a podcast, whatever. And, the warm traffic is that person giving you an endorsement, saying like “Hey, Russell’s awesome, go buy his crap.” And then they’re going to go buy it, because they have that relationship, right? Then the last is cold traffic, and cold traffic’s got no idea who you are, have no relationship, and so it’s a little harder to convert them. In fact we did a little two day workshop here, for my Ignite members called Funnel Catcher that went through the details of how to c