Traffic conversion and sales by letruongan.com

“Proven Secrets
to Double Your
TRAFFIC,
CONVERSION
& SALES
For Any Product
or Service Online”

Welcome To
DotComSecrets Ignite!
Dear Friend,
Congratulations and welcome! The next few days you will begin a journey towards creating
a business that will not only help you to achieve the financial freedom you want and
deserve, but also to change the lives of the people you will serve.
Over the past decade I have been literally obsessed with how businesses (both online and
offline) generate and monetize customers. While learning and applying these methods in
my own businesses as well as hundreds of others around the world, I have developed a
process that we’ve used countless times to double the traffic, conversions and sales for
almost any product or service online.
Make sure you take full advantage of all of the tools that you have been given inside of
DotComSecrets Ignite. Some of you will leave this experience with the tools you need
to change your lives forever, while others will leave and have gained almost nothing.
So, what’s the difference? Simply what YOU do AFTER you finish the course. Make sure
you take advantage of everything we’ve given you, and then go home and take action
immediately.
I’m truly excited and privileged to have this opportunity to share with you the best of what I
have learned. Enjoy this program, but more importantly, USE IT!
Thanks,

Russell Brunson
President of SuccessEtc LLC and DotComSecrets.com

DISCLAIMER:
The information contained in this book is for general guidance on matters of interest only. The application
and impact of strategies, theories and laws can vary widely based on the specific facts involved. Given the
changing nature of market forces, laws, rules and regulations, and the inherent hazards of communication,
there may be delays, omissions or inaccuracies in information contained herein.
Accordingly, the information in this book is provided with the understanding that the authors and publishers
are not herein engaged in rendering legal, accounting, tax, corporate finance, investment, banking, or other
professional advice and/or services. As such, it should not be used as a substitute for consultation with
professional accounting, tax, legal, corporate finance, investment, banking, or other competent advisors.
Before making any decision or taking any action, you should consult a professional advisor. While we have
made every attempt to ensure that the information contained in this book is reliable, SuccessEtc.com LLC
is not responsible for any errors or omissions, or for the results obtained from the use of this information. All
information in this book is provided with no guarantee of completeness, accuracy, timeliness or of the results
obtained from the use of this information, and without warranty of any kind, express or implied, including, but
not limited to warranties of performance, merchantability and fitness for a particular purpose.
In no event will SuccessEtc.com LLC, its related partnerships, corporations or other entities, or the partners,
agents or employees thereof be liable to you or anyone else for any decision made or action taken in reliance
on the information in this book or for any consequential, special or similar damages, even if advised of the
possibility of such damages.
Certain information in this book may have come from other sources (including websites) created and/
or maintained by partnerships, corporations or other entities related to SuccessEtc.com LLC or by third
parties unrelated to SuccessEtc.com LLC As such, SuccessEtc.com LLC makes no representations as to the
accuracy or any other aspect of this information.
COPYRIGHT INFORMATION:
All copyrights belong to their respective owners. The word mark and logo "SuccessEtc.com LLC" are
registered trademarks owned by SuccessEtc.com LLC This book and its contents are the copyright of
SuccessEtc.com LLC SuccessEtc.com LLC is incorporated in Idaho, United States of America.

Table Of Contents
Section #1 – Ignite
• Session #1: The Secret Formula
• Session #2: The Attractive Character
• Session #3: How To Spend More Than Your Competitors
• Session #4: Three Types of Traffic
• Session #5: How To Hijack Traffic / Facebook
Section #2 – Funnelology
• Session #6: 7 Phases Of A Lead and 100 Visitor Test
• Session #7: The 31 Building Blocks Of A Funnel
• Session #8: The 14 Core Funnels
• Session #9: Clickfunnels Workshop
Section #3 – Inception
• Session #10: Inception Secrets
• Session #11: The Scripts
• Session #12: Soap Opera and Seinfeld Emails

SESSION #1:
The Secret Formula
How To Make Sure You Ge
t Paid
Exactly What You Want
1st) Who Is Your Dream Customer? Example: I want to work
with small businesses
that make between $1
million and $3 million
dollars per year.

2nd) Where Are Your Dream Customers?
3rd) What Bait Are You Going To Use To Attract
Them?
4th) Where Are You Going To Take Them?
Example: They are on
Facebook, and email
lists of small business
owners.
Example: I’m going to
use my book “108 Split
Tests” as bait to get
them into my funnel.
Example: I can serve
them the best if they
work one on one with
me and come to my
mastermind 3X per year.

What Is The LEAST Amount Of Work You
Need To Do To Reach Your Goals?
1st) What Do You REALLY Want / Need In Life? Example: $1.2 Million
Dollar House, $60,000
Car, $3k Per Month To
Charity, Food, Travel
Fund, Etc…

2nd) What Are The Monthly Payments To Get
Those Things?
3rd) So, how Much Do You REALLY Need Per
Month?
4A) Membership Site: How Many Members Do
You Need To Hit That Goal?
4B) Backend Sales: How Many Sales Per Month
Do You Need To Hit That Goal?
Example:
House: $8,000
Car: $1,000
Charity: $3,000
Food: $1,000
Travel: $2,000
Etc…
Example: $20,000
Example:
$: 49.95
M: 400
Example:
$: 5,000
M: 4

4C) Combinations: What Combination Of Continuity
& Backend Do You Need To Hit That Goal?
5th) How many “SLO” (Self Liquidating Offer) sales
do you need per month to sustain your continuity
and backend?
6th) How much traffic do you need to get that
many front end SLO sales?
Example:
C:
$: 49.95
M: 200
BE:
$: 5k
M: 2
Example: @30% I need
150 SLO sales per
month
Example: @5% I need
3,000 clicks a month
(or 100 per day)

SESSION #2:
The Attractive
Character
Backstory Example: I used to
crave candy and was
overweight… now I’m
skinny…

Parables
Character Flaws
Polarity
The Leader
Example: Russell’s
potato gun story…
Example:
Superman’s kryptonite
Example:
Howard Stern…
Example:
Donald Trump

The Adventurer / Crusader
The Reporter / Evangelist
The Reluctant Hero
Example:
Richard Branson
Example:
Larry King
Example:
Frodo Baggins

Loss and Redemption
Us VS Them
Before And After
Example:
The movie: Taken
Example:
Mac VS PC
Example:
Jared at Subway

Example: Skinny bean
– this new chocolate
that helps you lose
weight!
Amazing Discovery
Secret Telling
3rd Person Testimonial
Example: A secret
Google loophole…
secret food helps you
lose weight…
Example: Check out
what happed to Joe
when he tried X…

SESSION #3:
How To Spend More
Than Your Competitors
“People Will Pay More Money,
For The Exact Same Content, Packaged In A
Different Way.” - Russell Brunson

How Can You BEST Serve Your Dream Client?
How Can You Provide Monthly Value To Your Client?
Example: Your High
Ticket Product
Example: Your
Continuity

What Does The Rest Of Your Value Ladder Look Like?

SESSION #4:
Three Types of Traffic
Question #1) Who Is Your Target Market? Example: Julie, 42 year
old with 2 kids (find pic
on google images)

Question #2) Where Are They Congregating?
Question #3) What is the shiny object (bait) they
want?
There are 3 types of traffic:
Traffic You Control
Example: Forums?
Email Lists? FB Groups,
Fan Pages, etc…
Example: 108 Split
Tests, quick way to
lose weight, secret
stock tip…
Example: Solo Ads,
PPC (facebook, google,
etc.) Banners, Affiliates,
etc…

Traffic You Don’t Control
Traffic That You Own
The Goal of ALL Traffic Is To Convert
It From Traffic You Control/Don’t Control ->
Into Traffic That You Own
Example: SEO, Social
Media, PR, etc…
Example: Your list, your
fans, your followers,
your readers, etc…

The FASTEST Way To Get Traffic
And Grow Your Company: List Hacking
Affiliate / Joint Ventures
Solo Ads

SESSION #5:
Instant Traffic
Hacks / Facebook
Where? (Direct and Indirect) Example:
Direct => competitors
Indirect => what else
are they buying?

What?
Model What Works
Example:
Similarweb.
com/website/
competitorwebsite.
com
WhatRunsWhere.com
or AdBeat.com

Facebook Hacks
1. Find your Facebook Audience:
2. Search for groups that are in your niche
3. Search for Events that are in your niche
4. Search for pages that are in your niche
5. Keep your eyes open for ads that run to your niche
Think: Where do your people congregate? Over what topic? Who are some of the leaders
in your niche? Big brands? Big gurus? Different but similar ones? Pay attention to who is
advertising in your niche, who is earning money?
5 steps to Hack Custom Audiences for your offers:
1. Upload any email subscriber list you may have already
2. Capture Facebook IDs of group members, event attendees, and page fans
a. Note about pages: Target more precisely by scraping those who are active and
engaged on the page (commenting, posting, sharing).
3. Diving into personal profiles for more precision (great for higher ticket offers)
4. Create Lookalike audiences from your BUYER list
5. Broker deals with Group admins, Event admins, and page owners.
Notes:
Notes:

5 steps to highjack a large and responsive fan-page audience:
1. As your page, ‘like’ other pages in your niche (2-3 a week)
a. Think: niche celebrities, bigger-businesses, brands, other major players in the niche
2. Message page admin. Tell them you like their page and there is a specific post of theirs
you want to share on your page with a shout-out and link to their page, etc.
3. After you post, send the admin the link showing them.
4. Tell them that you would be honored if they connected with your page as well by having
their page “like” your page (if they haven’t already) and even repost something if they find
an interesting post, etc.
5. Follow likealyzer.com page critique to ensure that you maximizing your page
effectiveness.
Notes:
Resources
http:/
/findmyfacebookid.com
http:/
/socialleadfreak.com
http:/
/likealyzer.com

Section #2
FUNNELOLOGY

SESSION #6:
7 Phases Of A Lead
and 100 Visitor Test
Step #1 – Traffic Temperature

Step #2 – Your Pre-Frame Bridge
Step #3 – Qualify Subscribers
Step #4 – Qualify Buyers

Step #5 – Identify Buyers In Heat
Step #6 – Age and Ascend The Relationship
Step #7 – Change The Environment

SESSION #7:
The 31 Building
Blocks Of A Funnel

Pre-Frame Bridge
Qualify Subscribers
Qualify Buyers

Identify Buyers In Heat
Age and Ascend The Relationship
Change The Environment

SESSION #8:
The 9 Core Funnels

SESSION #9:
Clickfunnels Workshop
Step #1 – Pick Your Funnel Type:

Step #2 – Pick Your Funnel:

Step #3 – Pick Your Pages:

Step #4 – View Your Funnel:
Step #5 – Edit Your Pages:
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
________________________
Step #6 – Setup Your Integrations:
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
________________________

Step #5 – Edit Your Pages:

Step #6 – Setup Your Integrations:

SESSION #10:
Inception Secrets

Most Aware -> Product Aware -> Solution Aware -> Problem Aware =>
Unaware
Primary Question
Magic Bullet (The ONE Thing)
Example: “What’s
wrong with me?” “How
can I make this better?”
Example: Double your
reading, get a girl this
weekend, etc…

Copy Speed
Trial Closes
Desire Amplifiers
Example: If it hasn't hit
you yet... it will soon.
Right now, I average
$1 per month for each
person on my email
list! Does that make
sense...?
Example: Does that
make sense? Are you
getting this? Isn’t that
cool?

SESSION #11:
The Scripts
Enquirer Interrupt:

Your Pattern Interrupt Headline:

Who, What, Why, How:
Who Are You?
Who Are You? Example: Hi, My name
is Russell Brunson…

What Do You Have?
Why Do They Need It?
How Can They Get It?
Example: I’ve got a
free DVD that is going
to show you _______.
Example: If you’ve
been struggling with
_____ then you need
this DVD because it’s
going to _____.
Example: Just fill in the
form on the side, let
me know your shipping
address, and I’ll ship it
right away…

Catch
Urgency
Guarantee
Re-Cap
Example: There is no
catch.. I’m doing this
because…
Example: I only have
a very limited # of
copies…
Example: If you don’t
love it, I’ll give you your
$ back and you can
keep it anyway.
Example: In the P.S. –
“for those who skim,
here is the offer: …

Star, Story, Solution:
Pattern Interrupt Example: It happened
again, didn't it?
to you... or someone
you love.
I know your story…
Everyone’s situation
is different, but the
results are usually the
same…
Let me know if this
sounds familiar.

Core Desire Questions
Agitate Past Failures
Example: I've got a
quick question for you...
Have you ever wanted
to work from home...?
Own your own
business...?
Come on... you know
you want that lifestyle...
the one that everyone
talks about...
where you can "work
from home in your
underwear..."
or on a "beach with
your laptop..."
Example: So... why
hasn't it happened for
you yet?
Come on... admit it.
This isn't the first time
you've been looking for
a proven way to make
money... is it?
When it is your turn?

Big Promise (The ONE Big Thing)
Intro The Attractive Character
Example: You’re going
to discover “insert
huge promise here”
Example: Hey, my
name is Russell, and
a few years ago, I was
just like you…

High Drama Example:
You’re fired…
The seat broke as I sat
down…
She slapped me in the
face…

Backstory & Wall
Identify The Problem
Epiphany or Declaration of Independence
Example: This is where
it all started… -> the one
day I got stuck… my
problem.
Example: The problem
I had was _______.
Example: …and that’s
when I had my big “ah
ha…”
…and that’s when I
decided I HAD to make
a change.

Your Path To Find The Ultimate Solution
First Signs Of Success
Conspiracy
Example: So this is
what I tried first…
Example: This is when
something FINALLY
started to work…
Example: And that’s
when I realized why I
hadn’t been successful
before.

Big Lie! It’s Not Your Fault…
Common Enemy (Blame This)
Rapid Growth
Example: I discovered
the “big lie” and
realized it wasn’t
my fault I hadn’t
succeeded before…
and it’s not your fault
either.
Example: The real
problem is XXXXXX .
They are the ones who
are keeping you fat,
poor, etc…
Example: And when
I realized this, that’s
when we started
growing FAST! Here’s
what happened next…

Case Studies
Hidden Benefits
Formal Introduction
Example: But it wasn’t
just me… look what it
did for others…
Example: And what I
didn’t realize when I
got started, is not only
did it ____, it also _____.
Example: And that’s
why I created..... ____.

Pain + Cost
Ease
Example: It was super
hard to create, cost us
$X…
Example: But it makes
my life so much easier…

Speed
“So” Benefits
Social Proof
Example: what used to
take X time now I can
get done in X time…
Example: “Benefit, SO
you can _____”
Example: Here’s what
others have said about
it…

Make Offer
Build Value
Fake Price
Example: This is what
I’m selling…
Example: Plus you’ll
get this… and this…
Example: The total
value of all of this is
$$$$$$$.

“If All’s” => Pleasure & Pain (Emotional Close)
Reveal Price
Guarantee (Logic)
Example: If all this did
was help you to (move
away from pain)…
would it be worth it?
If all this did was help
you to (move towards
pleasure)… would it be
worth it?
Example: I’m not going
to charge you X… I’m
only going to charge
you X.
Example: I’m going to
put the risk on me and
give you my crazy XXX
guarantee…

Inject Scarcity (Fear Close)
Future Pacing
CTA
Example: But you have
to act now, because ...
Example: Just imagine
what life will be like
when _____.
Example: So click on
the button below right
now….

Post Selling
Take Away Selling / Warning
Close With Reminder
Example: For those
who are already
signing up, this is
what is going to be
happening next…
Example: This is for
YOU, not me. I’ll be
successful no matter
if you buy this or not,
but will YOU reach your
goals? Warning, this
ends soon…
Example: Remember,
(recap offer)…

OTO Bump:
Confirm Initial Decision Example: Congrats on
ordering X…

3X 2X
Smart => Why
Question: 3X 2X
Example: 3X your
results, 2X as fast…
Example: You’ve made
a smart choice, and
here’s why…
You ordered this
because you wanted
____...
Example: But, how
would you like to get
3X the results in X
days…?

Exclusive
Results, Fast, Speed
The 1 Thing
Example: This offer is
NOT for everyone, it’s
only for people who
bought (initial offer)
Example: This will
complement your first
order, and help you
to get more results,
faster, easier..
Example: We do it by
doing this ONE thing…
it’s called (cool name)
– then sell that thing
HARD…

Future Casting
CTA
Guarantee
Example: Just imagine
what your life will be
like when you have this
ONE thing….
the button below right
now to add this to your
order.
Example: I guarantee
this will be awesome.

Value Stacking
Scarcity
2nd CTA
Example: If you act
now, I’ll also add in
_____ and ____...
Example: But this offer
is only available right
here, right now – when
you leave this page it’s
gone forever…
the button now…

Testimonial Rush
Perfect Webinar:
Example: But don’t just
take my word for it,
here’s what others are
saying…

Intro:
The One Thing: Example:
“How To Instantly Add
“High Ticket Sales”
To Your Sales Funnel
WithOUT You
Personally Talking To
Anyone On The Phone…
Ever!”
“How To ___
Without ____!

The 3 Secrets:
Secret Reveal
Reframe
Example:
Secret #1 – I Can
Make More In One Day
Selling High Ticket
Products Then I Can
In A MONTH Selling
Normal Products…
Secret #2 – I Don’t
Personally Have To
Sell Anything! (Big Plus
Because I Hate Phones)
Secret #3 – I Only Need
A LITTLE Traffic To
Make This Work! (About
100 Clicks Per Day)
Example:
• Universals (never)
• History
• Social
• Reflect
You must delink their
internal beliefs…

The Closes:
One Hour, One Day?
Let Me Ask You A Question
The Stack
Example: Transition
#1) We can’t cover
everything in an hour…
let alone a day… you
need more. I’m excited
to make an offer for
you where you can get
it all!
Example: Transition
#2) Let me ask you
a question… would
you like my help
implementing this?
Example: This is the
core flow to your close.

If / All's
Money Is Good
Disposable Income
Example: If all this did
was help you to (move
away from pain)…
would it be worth it?
If all this did was help
you to (move towards
pleasure)… would it be
worth it?
Example: Money is a
tool for exchange… you
spend money to get
something greater in
return…
Example: Shifting your
disposable income
from liabilities to
assets… spend it on
something that will
bring you long term
fulfillment.

Money Replenishes
Break Old Habits
Information Alone?
Example: Each month
money comes back,
time does not…
Example: If we leave
now, you’ll slip back to
your old habits… if you
want change, you need
repeated exposure –
the full system.
Example: You can’t rely
on information alone…
you need coaching,
accountability, etc…

Money or Excuses?
Your 2 Choices
Their 2 Choices
Example: You’re
either good at making
money, or making
excuses, but you can’t
do both.
Example: My choice –
go cheap and sell as
many as possible… or
more expensive so we
could devote more
resources to you.
Example: 1st – settle
with what you have
now and keep getting
what you’re getting
now. 2nd – make a
small investment, give
it a shot – if it works,
awesome. If not, then
get your $ back.

Us VS Them
The Hand Hold
Say Goodbye
Example: The brave
buyer vs the scared
dabbler…
Example: Let me show
you how to sign up
right now.. first…
Example: After you
have these in your
hands, you can say
goodbye to _____.
And when you have
___, then you can say
goodbye to _____.

Now & Later
Only Excuses
Reluctant Hero
Example: This is your
life now (paint picture
of pain) and this is what
it could be…
Example: Explain their
excuse for not signing
up, then diffuse it… use
the 2-3 most common
excuses.
Example: I’m nothing
special, yet look at
what I was able to do…

If You Only Got
Close Close
Example: If I stopped
right here, and you only
got just this, it would
still be worth it, but you
are also getting ___ and
___.
Example: Your last
CTA.

Set Script
Intro
Questions
Blast
Example:
Hey, this is ___ from
___’s office. Wanted
to find out why you
applied in the first
place…
Example: Ask
questions based on
answers… why is that?
How do you mean?
Anything else…, etc…
Example: Maybe I can
help you…

Posture
Probe
Finding Credit
Example: This is why
this is exclusive…
Example: Finding out
more personal info
about them…
Example: Find out if
they can afford your
high ticket product.

Goals
Commitments
Example: Now we
know where you are,
let’s talk about where
you want to be.
Example: Intro the 4
commitments. Time,
Teachable, Investment,
Decision Maker.

Close Script
Time
Decision Making
Resources
Example: Time
commitment
Example: Decision
commitment
Example: Investment
commitment

Knowledge
What’s Included
Close
Example: Teachability
Example: What you’re
getting when you sign
up today.
Example: Finalizing the
sale

SESSION #12:
Soap Opera and
Seinfeld Emails
Day #1 – Sets The Stage Example: Welcome to
my list, each day you’ll
be getting… this is why
you should read, etc…
(Introduce attractive
character)

Day #2 – High Drama -> Backstory -> Wall
Day #3 – Epiphany -> The ONE Thing
Day #4 – Hidden Benefits
Example: Tell story,
and how that story
brought you to a
wall… and tomorrow
you’ll reveal how you
broke through that
wall! (build bond w/
attractive character)
Example: Explain the
big epiphany, and how
it ties into the ONE
thing you created for
them…
Example: Here are
other hidden benefits
you probably didn’t
realize that the product
has..

Day #5 – Urgency C.T.A. Example: Give them
scarcity about why
they need to sign up
now.

Epiphany Style
Educational Style

DotComSecrets Ignite
TRAFFIC - CONVERSIONS - SALES

Traffic conversion and sales by letruongan.com

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