Introduction

Out of all the struggles that online marketers face (especially ones just starting out), getting quality traffic to your offer is probably at the top.

So in this lesson, I’d like to tackle that problem head on with some general observations.  In the next lesson, we’ll get to some practical advice on traffic generation.

Please, whatever you do, don’t skip over this first section because you want strategies.  

This is what amateurs do.

They don’t understand the concepts behind traffic, and so they end up wasting a lot of time and money and then giving up far too soon.

Principle #1 – There is No Such Thing as a Traffic Problem

The number of ways to get people to see your offer is staggering.

Apart from the major social media and advertising platforms (YouTube, Facebook, LinkedIn, Pinterest, Twitter, Snapchat, Google and Bing) you have access to advertising networks, solo ad providers, organic traffic through SEO, banner ads, influencer shout outs, FB messenger marketing, forums, Facebook pages and so much more.

So decide today that what you have is not really a traffic problem per se, but something else that is prohibiting you from making those sales.

Principle #2 – You Must See Traffic as One Part of the Whole 

When your sole focus in marketing is to generate traffic, you may be blind to other weaknesses in your funnel.

Sure, low quality traffic can sometimes be blamed for a lack of opt-ins.  However, more often than not a lack of conversions is caused by one of the following factors:

  1. Lack of creativity – You blindly copy what everyone else does and never think outside the box regarding your traffic sources
  2. Poor quality landing page or offer – Sometimes, what you are giving away, your hook, isn’t really that compelling.  Poor grammar or a sloppy landing page will also sink your conversions.
  3. Mismatched landing page – Sometimes the jump from ad to landing page is too abrupt.  There is no congruency in the message between your ad and the landing page.
  4. Wrong target audience – The people you are trying to reach do not feel sufficiently compelled to sign-up for what you are offering
  5. Wrong advertising message or ad type for the audience or platform – Your ad does not evoke the mood needed for what you are selling or your ad feels foreign within the platform.
  6. Lack of focus in learning a platform (this is probably the biggest reason) – You simply do not know enough about advertising on a particular platform to be effective.

Principle #3 – You Must Master One Source of Traffic

This is probably the most important thing I can tell you in this course, or heck, in your entire digital career.

YOU MUST TAKE THE TIME TO MASTER ONE TRAFFIC SOURCE.

(At the very least, read the friggin advertising guidelines so you don’t get yourself banned.)

This is so critical.

As online marketers, we are so desperate for a sale that we chase after every shiny promotion that promises to deliver red hot buyers.

My point is this.

Don’t be lazy.  Don’t expect people to hand you everything, Roll up your sleeves, spend some money and start experimenting with ONE TRAFFIC SOURCE.  Just one.  Pick one.  It doesn’t matter.  Just like learning software earlier on.  It is your job to learn all of the platform’s bells and whistles.

Or just pick one topic within a platform: Facebook retargeting, Facebook lead ads or using Facebook fan pages to generate leads. Honestly, it just doesn’t matter (Principle #1 – There is no traffic problem).

If you spent 3 months mastering one traffic source, you would be set for the rest of your digital career (and you could even begin selling your expertise to others).

Principle #4 – Every Platform Has Its Advertising Style

I cannot get into a lot of detail here.  Gary Vaynerchuk, in his book Jab, Jab, Jab, Right Hook deals extensively with this topic.

He dives into each platform and provides practical tips on how to natively use each of these platforms to grow your business.  He even critiques real ads to tell you how they met or did not meet the platform’s expectations.

A good example is Facebook.

This is truly a social network.  People log on to Facebook to catch up with friends and family and to stay connected to the things that are most important to them.

In other words, people don’t log on to see your cheesy ad, and certainly not one that promises 10K per month.

In addition, Facebook users respond to content that is engaging, controversial, entertaining, surprising, clever and emotional.  Indeed they make this content go viral.

In other words, they will not respond to your cheesy and unoriginal ad that promises 10K per month!

Are you starting to get the picture?

An Example of Something Less Subtle

Here’s an ad that performed pretty well on Facebook.  Lots of people clicked and came to my website to check out what I was offering.

We’ll get into some things that make it work later, but you’ll notice right away that there’s a story right at the top that starts with a question. This copy went on forever, like several paragraphs in length  Though it was considered long copy,  at times it was funny.

The image and copy also drew people in.

This ad is not going to win any awards.  My only point is that you have to respect the platform if you are to succeed with advertising.

Principle #5 – You Must Be Creative

I mentioned earlier that the reason so many people have traffic problems is that they have a poor quality offer or they are targeting the wrong audience.

But the other problem is a lack of creativity.

For example, everyone always goes after the make money online, home business or online marketing niches. These are what we call opportunity seekers markets.  In truth, it’s not a bad market since it converts decently.

It’s more that there are so many other worlds to explore.

For example, you must surely realize that a great percentage of the working world is not truly fulfilled in what they are doing.

They have a job and not a vocation.  They go to work because they have responsibilities.  In addition, they are caught in a middle class trap.  They are in debt, but don’t make enough money to create wealth. They are trading time for money, so they can never get ahead financially.

Finally, many people dream of doing something else but don’t know how to take that first step.

Speak to Where People Are

So instead of always leading with “make mo money” try to enter into someone’s world for a spell and see if you can’t come up with some creative audiences or creative angles to promote the Four Percent Group opportunity.

For example:

  1. Course creators, digital authors or digital content creators
  2. Burned-out professionals, small business owners, real estate agents, insurance agents or lawyers (by the way, these also make good prospects for some of the 4PG products)
  3. Instead of “make money online” ads try “escape the middle class trap”, “live life on your terms”, “do you love what you do?”

Conclusion

I hope that the above principles have been useful as you think more holistically about your traffic. In the next lesson, we’ll get into some of the sources I have used for traffic.