Expert-Secrets full book

SECRET #22
FILL YOUR FUNNEL
The million-dollar question everyone asks after they learn about funnels is
“How do you actually get people into those funnels?” I had the same question
when I got started. In fact, I remember asking a friend who was having a lot of
success online at the time, “How do you create traffic?”
He smiled and said, “Russell, you don’t need to create traffic, it’s already
there. People are already online. You just have to figure out how to get those
people to leave where they are and come to you instead.”
The wheels in my head started spinning. I started thinking about WHERE
my dream customers were already congregating. I realized that, in most cases,
the people I wanted to serve were already in the market looking for something.
And if I could present them with MY new opportunity, I could get them to leave
where they were and start following me.
About that same time, I heard about a concept called the “Dream 100” from
one of my friends and mentors, Chet Holmes. Early in Chet’s career, he worked
for Charlie Munger, who you may know was Warren Buffet’s partner in
Berkshire-Hathaway. Chet sold advertising for one of the company’s legal
magazines. At the time, they were really struggling. Chet was working with a
database of over 2,000 advertisers. He made calls and sent out materials every
day. But they were still #16 out of 16 magazines in their industry. Dead last.
Then Chet got smart. He did some research and discovered that out of those
2,000 advertisers, 167 of them were spending 90% of their advertising budgets
with his competitors. So he defined those 167 as his best buyers—the ones
spending all the money in the industry. Once he figured that out, he stopped
marketing to everybody and instead focused his time and efforts on those 167.
He sent out direct-mail pieces with lumpy objects in them every two weeks, then
he followed up with a few phone calls. Twice a month he’d mail, twice a month
he’d call.