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By Russell Brunson, the Overnight Success Maker

I hope that you are enjoying your DotComSecrets Labs

membership! This month I want to talk about a topic we've
been focusing on inside of the Ignite Inner Circle program -
it’s a concept we call the “Funnel Catcher.”

We focus a lot on what to do and where to take somebody

when they first come into your funnel. What are the upsells
and the downsells, and how are you sending people through
your value ladder?

But today I want to talk about the front end, because we

don't spend much time talking about that. Recently, we did
a two-day event for our Ignite Inner Circle members called
Funnelcatcher where we went really deep into this concept. What Is Your Traffic’s Temperature?
I thought it would be valuable to share it with all of our
DotComSecrets Labs members as well. Phase one is determining what type of traffic you have. Are
the people coming to your site hot traffic, warm traffic, or
But first, I want to go over the foundational concepts so this cold traffic?
all makes sense to you... First off, in my DotCom Secrets book,
I shared a graph called “The Seven Phases of the Funnel” that Hot traffic are the people who have an existing relationship
shows the process we take prospects through. You can see with you, who are pretty much going to buy anything you
the graph below. want. When we drive hot traffic, we take them through a

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funnelCATCHER

very small pre-frame bridge. Typically the pre-frame bridge How Aware Is Your Traffic?
is a simple email. It's very short, and because they have a
strong relationship with us, we don't need to do a lot to get This next image shows a concept I learned from Gene
them in a state where they're ready to purchase. Schwartz as we were talking about the life cycle of
a customer. This graph again shows the three traffic
The second type of traffic is called warm traffic. These are temperatures - cold, warm and hot. You can see in the graph
not people who know you, but they already have a hot that hot customers are the most aware. Again, they know
relationship with somebody else (like an affiliate). That who you are, they have a relationship with you, and they will
person passes their relationship on to you so it’s coming to give you money for almost anything.
you as warm traffic. Usually you need to take warm traffic
through a pre-frame bridge as well, but that bridge is just As you move down that cycle, next is "product-aware." These
slightly longer than you’d use for hot traffic. are people who are aware of different product choices but
they may not quite know you yet.
The pre-frame bridge for warm traffic might be an email or
blog post from the affiliate warming them up to you. Again One level down is "solution-aware." These people know
that pre-frame bridge is pretty short. there's a problem and they know a couple different solutions,
but they don't know what products are available. They just
Then there are the cold hard masses. This is cold traffic, and know that different solutions exist.
it is the most difficult kind of traffic to convert. Typically,
these people don't know who you are and they might not And then as you move down a little further you've got
even know what your product is. Because of that, the funnel "problem-aware" where a prospect doesn’t know anything
catcher process really focuses on this type of traffic. How do about the products that are out there or the solutions.
you get these people warmed up to build a relationship with All they know is they've got a problem and want to fix it
you where they’re willing and able to buy? somehow or some way. And then at the end is "unaware."

Remember that most of the funnel catcher doesn't relate so Anywhere from solution aware to most aware, are typically
much to the hot or warm traffic, but it’s a concept that gives your warm and your hot traffic and they're very easy to
us the ability to convert cold traffic. convert. As we move down to unaware people or problem

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aware, we have to take them through a process to make pre-frame bridges that we use. I'll share with you a couple of
them solution aware and then product aware, and then examples that we showed at the live event.
most aware - and that's what this funnel catcher process is
all about. Pre-Frame Bridge 1: Micro-Commitment Quiz

Cold traffic needs some type of pre-frame bridge to bring The first type of pre-frame bridge we use for cold traffic is
them along this path. There are lots of different types of what we call a micro-commitment quiz. If you've read the
DotComSecrets Labs 108 Proven Split Test Winners book,

Conversion Rate you've seen a lot of the tests we've done include micro-

95%
commitment quizzes.

These work very effectively for getting cold traffic into your

increase
funnel quickly and then from there you can warm them up
through a bridge page, or a video or something to help them
move from being unaware all the way up to product aware,
which is what you are selling.

Pre-Frame Bridge 2: Full Survey

The second type of pre-frame bridge we're starting to use

18% 35%
even more is an actual full quiz or survey. The way that a full
survey works is that somebody comes through, you ask them
a set of questions, and based on those questions, identify
Control Micro-Commitment
how aware they already are. Are they unaware, are they

Example Pre-Frame Bridge 1: Micro-Commitment Quiz

Control Micro-Commitment Style

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funnelCATCHER
Example Pre-Frame Bridge 2: Full Survey

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problem aware, are they solution aware? Where are they? Pre-Frame Bridge 3: Conversion Articles
What are their interests and what are their needs?
The third bridge-type uses conversion articles. These are
After you've identified those things, you take them to a articles you post on your blog, or other people's blogs that
landing page that has a specific video speaking to them pre-sell your product or your service. Then you drive traffic
directly. directly to these blog posts.

In the past it's been difficult to create full quizzes, but in the Pre-Frame Bridge 4: YouTube Videos
very near future all DCS Labs members will have access to
our new software that allows you to create full quizzes and The fourth bridge type uses YouTube videos. YouTube
surveys and we're really excited about that. So that's the videos work very similar to conversion articles where we
second type of bridge. make a video that talks about a topic that the prospect

Example Pre-Frame Bridge 5: Contest

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funnelCATCHER
Example Pre-Frame Bridge 5: Free Gift

Pre-Frame Bridge 5: Contests

Bridge number five is what we call "contests." This is a great

way to grab people based on what they're excited by, or if
you figure out what type of product or service your dream
customer would like, you give it away for free.

You do a contest and you can promote these on Facebook or

through email ads. There are a lot of different ways you can
promote a contest, giving away something you know your
dream client would like. They come and they give you their
email address and then they're added to this contest and
now you've got that person's information, now you can start
warming them up through your email sequences and your
bridge pages.
might be interested in, that kind of meets them where they're
at. We post that video on YouTube and then we drive traffic Pre-Frame Bridge 6: Free Gifts
directly to the YouTube video which then in return drives
them into our squeeze page and into the front of our funnel. Bridge Funnel number six uses free gifts. This is one that

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When you start creating these types of pre-frame bridges,

it’ll give you the ability to capture cold traffic where they’re
at. You create different bait like free gifts, surveys, videos,
or articles, that you know your dream customers will listen
to, read, and opt in for - and then you can bring those
people into your sales funnels and email sequences.”

is used a lot in the internet marketing world. You can give and why it's so important. When you start creating these
away free swipe files, free reports, free videos or things like types of pre-frame bridges, it'll give you the ability to
that. Free gifts are a great way as well to get your dream capture cold traffic where they're at.
client to give you their email address.
You create different bait like free gifts, surveys, videos, or
Those are the six core types of pre-frame bridges that we articles, that you know your dream customers will listen to,
really focus on. In next month's newsletter I'm going to go read, and opt in for - and then you can bring those people
deeper into the funnel catcher concept. into your sales funnels and email sequences.

The next steps we’ll focus on are the platforms and the Everything else you're doing is going to help take that
content we create. We’ll also talk about the promotional person from unaware to problem aware, to solution aware,
strategy we use to get people to read the content, then get and eventually to product aware, where they're going to
from the content to the bridge page and to our funnels. start making investments and giving you money!

I wanted to really focus this month's newsletter to help you

understand the beginning of the funnel catcher process

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DCS Success
Darren Stephens, Inner Circle

Q: Can you tell us a little about your business,

why you started and how long you’ve been
Vision Board
an entrepreneur?
Main Website

A: I started out as a young entrepreneur running my first www.DarrenJStephens.com

business at age 13 by making chess sets out of rubber molds
and plaster. I was then selling them through a local barber Personal Motto
shop, making over $125 a week, which was huge money
There’s always a “Game behind the Game”
back then and I thought I was rich!! Especially as my Dad was
working 40 hours a week as a plumber earning $200 per week.
Hometown Age
Anyway, this was my first taste of success, so I left school at 16 Melbourne Australia 51
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and went on to start my own business. This was a signage and
display company; I have quite a creative flair. After growing
this business to over 40 staff and a yearly turnover of $12
million I moved on and started a business consulting and
marketing company.

This led me to work with some of the well-known

entrepreneurs and thought leaders such as Jay Abraham, Tony
Robbins, Dr Richard Bandler, Tom Hopkins and Dr John Gray to
name a few. I guess one of my claims to fame is I helped build
the brand “Men are from Mars Women are from Venus” with
Dr. John Gray.

Since then, for the past 20 years I have been helping other
business owners and entrepreneurs build their brands or
overcome mindset challenges using my hypnosis techniques
so they can achieve more success.

One of the ways I have helped people is by showing them

how to leverage their brands and business by becoming a
Bestselling author. I’ve done this successfully now for over
eight years. I own one of the world’s leading Entrepreneurial
publishing companies “Global Publishing Group.”

Q: For those who missed your Periscope with

Russell, can you share your secret to making
$80,000+ before a book is finished?

A: Sure, as a marketer I see books very differently to all other

publishers, so one of the strategies I teach my students is

that in the back of your book you have the potential to sell
advertising to your suppliers or other businesses that are
chasing the same marketing demographic that your book is
targeted to.

Let’s use one of my books as an example; this book is all about

franchising, “The Top Franchise CEO’s Secrets Revealed.” In the
back of this book I have a chapter called “Success Resources”
which is filled with businesses that are all trying to sell their
services to someone who is looking at going into franchising.

For example, we have franchise attorneys, franchise

consultants, accountants, business insurance, franchising
associations, etc.
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Now - this is an important point - we make it look like it’s a are already targeting your same demographic.
resource directory of services that is adding value to the reader.
We don’t want it to look like it’s all just paid advertisements Let’s say you’re doing a business book, then look at magazines
in the back of a book, especially as the publishing/book like “The Entrepreneur Magazine” or “Forbes Magazine.” Now
industry frowns on this type of marketing. So we need to be look through the magazine and see who all the advertisers
entrepreneurial in our approach. I guess it’s just like if you were are. They are all your new potential resources for your book.
doing a paid advertorial in a newspaper or magazine. Even
though it is advertising, it shouldn’t look like it is! You see... they’re all paying normally large amounts for an
advert that lasts only one month in the magazine edition.
You can offer them a better option by offering them a place
Q: What tips would you give authors trying to in the resource section of your book which won’t just last one
get advertisers for their own resource section? month, as on average a book lasts out in the market place four
to five years.
A: The best way to find the right people for the resource
section in your book is to find a magazine of the people who The other cool thing is that you can find out exactly how
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I got my investment back in the program in the

first day of the Inner Circle. It’s also [about] the contacts
and friendships I’ve made, the people I’ve met, plus
the different ways to grow your list, and thinking
differently about online marketing...
Q: What is the coolest thing you’ve learned in
the Inner Circle?

A: Wow! So many things, however to start with, simply the

importance of being a part of the Inner Circle group! It’s
awesome to be with like minded, big thinking, enthusiastic
entrepreneurs. Secondly the importance of using your
“Video Assets” to really grow your business, but created in a
professional way like Russell showed us.

Q: How have Russell and the Inner Circle

helped your business grow?

A: Without a doubt being in the Inner Circle has already

done just that and I got my investment back in the program
in the first day of the Inner Circle. It’s also the contacts and
friendships I’ve made, the people I’ve met, plus the different
ways to grow your list, and thinking differently about online
marketing are just a few.

Q: Can you share a favorite accomplishment

you’ve made as a business owner?

A: That’s a hard one as I have had lots of favorite moments,

but I guess the one that has had the most impact was
when I sold $2.5 million dollars from stage. This gave me
much each person paid for their advert in the magazine a really strong belief in what’s possible to achieve in just a
because all you need to do is go onto the magazine’s website weekend. From that day onwards, for the past six years, I
and download their advertising and media pack and it will tell have been able to consistently convert about 50 percent of
you everything you need to know. the room at my events.

Join Inner Circle members like Darren by applying

online at http://ignite.dotcomsecrets.com