“FitLife.tv’s problem wasn’t a traffic or conversion problem. It rarely is. More often than not, it’s a FUNNEL problem.” 

“Ultimately, the business that can spend the most to acquire a customer wins.” —Dan Kennedy” 

“Wealth → marketing → sales funnels” 

“The problem is you can’t spend enough to acquire a customer, and the way to fix that problem is to fix your sales funnel,” I replied calmly.” 

“Pay attention the next time you’re scrolling to what hooks grab your attention. Why did you stop? Why did you click play? What did the hook say, and how did it make you feel? Answering these questions will help you to become amazing at developing hooks.” 

“And as you’ll see in the next secret, understanding the phrases that are going on inside of your customers’ minds in both directions (moving away from pain or toward pleasure) will guide you to finding them.” 

“Other niches inside of the marketing submarket could be marketing through e-commerce, Amazon, dropshipping, SEO, PPC (pay per click), Facebook Ads, or online courses.” 

“With that in mind, when I build my Dream 100, I’m not just looking for other people who are selling “sales funnels” stuff. I do add those people, companies, and keywords to my list, but what I’m really looking for is all the other people, companies, and keywords that are within my submarket.” 

“That is the first question you need to ask inside of the secret formula: Who is your dream customer?” 

“But if you’re struggling to identify all the niches within your submarket, just ask yourself this question: What other vehicles are people trying to use to (insert result they desire) with (insert your submarket here)?” 

“In the WEALTH core market with a real estate submarket, I’d ask: “What other vehicles are people trying to use to make money inside the real estate submarket?” The answers to these questions would include: house flipping, short sales, and wholesaling.” 

“America runs on Bulova time.” And with those nine seconds, the shift from search advertising to interruption advertising had officially begun.” 

“Because people who are on Instagram love to consume content on Instagram. The same is true for our blog: our superfans will move from Facebook and other places to read our blog, but our best blog readers are people who read other blogs. People who love to watch YouTube videos love to watch videos on YouTube, and people who listen to podcasts listen to podcasts.” 

“In the HEALTH core market with a weight-loss submarket, I’d ask: “What other vehicles are people trying to use to get six-pack abs inside the weight loss submarket?” The answers to these questions would include: Keto diet, vegan diet, meatatarian diet, and bodybuilding.” 

“In the RELATIONSHIPS core market with a parenting submarket, I’d ask: “What other vehicles are people trying to use to have a better relationship with their kids inside the parenting submarket?” 

“The answers to these questions would include: homeschooling, baby sign language, after-school sporting programs, and drama.” 

“People watching TV that night were not searching for a new watch, but as they saw the commercial and the picture of the watch, it placed a seed of desire in their hearts and minds. They didn’t need this watch, but they wanted it.” 

“Each of these answers is a niche within a submarket with dozens of influencers, companies, and keywords that you can target!” 

“Offer: The hook gets your customers’ attention, the story creates desire, and the last step of every message, post, email, and video is the offer.” 

“The offer doesn’t always mean asking people to buy something amazing, although this is my favorite type of offer.” 

“The offer could be as small as telling them if they “like this post” or “comment on my video” or “subscribe to my podcast” or “join my” 

“I’m a local brick-and-mortar business trying to generate local leads online, so this won’t work for me.” 

“The offer could be as small as telling them if they “like this post” or “comment on my video” or “subscribe to my podcast” or “join my list,” you’ll give them a special thing in exchange.” 

“No longer would people only buy when they needed something; now advertisers had the ability to create desire and sell people stuff that they wanted.” 

“When building your Dream 100 list, instead of identifying the national influencers or leaders in your niche, you need to identify your local influencers.” 

“The same thing is true with your ads. If you hook someone, tell them a story, and make them an offer and they still don’t buy, it’s likely that the offer isn’t good enough for them.” 

“In my friend Dana Derricks’s book The Dream 100, I wrote the foreword, which includes:” 

“Every page of your funnel needs a hook, a story, and an offer.” 

“the Dream 100 is the key foundation for traffic and the key foundation for your entire business because it helps you to figure out how to position your offers and tell your stories.” 

“This book reveals the most cutting-edge way to drive eyeballs to your product or service to help people find you.”

“each ad has a hook (the image or video or headline that gets people to stop scrolling), a story (the thing that you show after you have people’s attention) and an offer (typically, what they are going to get if they click the ad).” 

“They think that as long as they build the best product or service, people will just show up to buy it.” 

“there are two ways that your dream customers will find you: either they’re going to search for you or they’re going to interact with things that interest them where you will interrupt them.” 

“The pro for search-based traffic is that when they come to you, they’re hot buyers who are ready to buy. This is similar to people who walk into your store or find you in the Yellow Pages and give you a call.” 

“In this powerful book, Russell Brunson opens his heart and shares the tactics and strategies necessary to make sure you reach your full potential.” 

“The con with search-based traffic is that they’re not just searching; they’re also comparing options with your competitors. You’ve got to be the price leader, as well as the quality leader and the niche leader.” 

“For example, if I owned a local juice bar, I would ask myself: Who is my dream customer and where are they already congregating? My dream customer would be someone who is trying to get healthier.” 

“What matters most is that you are making a list of all the people, companies, movements, and interests that your Dream 100 are already following.” 

“Start with your favorite social network and try to write down between 20 to 100 Dream 100 names for that network.” 

“To find these dream customers, I would create a list of the local gyms, health food stores, chiropractors, personal trainers, nutritionists, etc., and then start building my Dream 100 from that list.” 

“Pros and Cons for Interruption: As a marketer, you can target people who are interested in certain people, ideas, TV shows, or bands, and then you can interrupt them with your ads.” 

“Interest-Based Congregations:” 

“Search-Based Congregations:” 

“irresistible. Figure 3.2: Every page of your funnel needs a hook, a story, and an offer. Yes, each ad has a hook (the image or video or headline that gets people to stop scrolling), a story (the thing that you show after you have people’s attention) and an offer (typically, what they are going to get if they click the ad). If” 

“one of the first things I searched for was how many people were currently searching for phrases around that topic.” 

“you want to solve all these problems, create better hooks, tell better stories, and make better offers. SECRET #4 WORK YOUR WAY IN, BUY YOUR WAY IN It was just weeks before we were going to “officially” launch ClickFunnels.com to the world.” 

“THE ONLY REAL SECRET TO BUSINESS: LIST BUILDING” 

“We asked ourselves this question: “What are the tribes that my women are already in? What network marketing companies are they in? What Facebook groups . . . what Instagram channels . . . what hashtags are they following?” After we identified these things, we tried to figure out who are the tribe owners of these women. Who do we need to become friends with?” 

“We also see it in smaller, entrepreneurial-type companies. Your list is your key to your current and future success online. This is the best type of traffic: traffic that you own.” 

“In fact, my only goal with traffic that I control and traffic that I earn is to convert it into traffic that I own.”