Russell Brunson, author of DotCom Secrets says that when you learn how to write to cold traffic and still come out on top with conversions and sales, you may as well of mastered “the holy grail of online marketing” (121). In fact, he even goes as far as to say that effectively reaching out to a cold audience for traffic is the secret to 7, 8, and 9 figure businesses!
But wait a second:
What is traffic? And why are they hot, warm or cold?
In my previous blog, Avoid Neediness In Sales With Pre-Framing I talk about the importance of pre-framing, which is to basically prep people who have no idea what you’re talking about with what you’re trying to sell them. Pre-framing is mainly for cold traffic. Keep reading, and I’ll explain shortly.
By the way, if you hadn’t guessed, traffic is basically the wave of people who are frequently visiting your site. For example: when you have a bunch of people visiting your site, you have a bunch of traffic. Make sense?
Determining Your Traffic Temperature.
Regarding traffic temperature, Russell Brunson quotes legendary marketer and copywriter Gene Schwartz when he writes:
If your prospect is aware of your product and has realized it can satisfy his desire, the headline starts with the product.
If he’s not aware of your product, but only of the desire itself, your headline starts with the desire.
If he is not yet aware of what he really seeks, but is concerned with the general problem, your headline starts with the problem and crystallizes it into a specific need. (119).
A temperature is nothing more than the attitude or mindset that the audience you’re reaching out to has regarding your product. In order to know how to write to them, it’s important to determine the temperature before hand.
(aware of the product, problem, and desire)
You’re golden when your traffic is hot. Hot traffic is when you’re writing to people who know exactly who you are, what you’re selling, and they like you and what you’re selling. These are the people who’ve been on your email list for some time and have grown into your biggest fans. You give immense value to these people. You talk to them casually, like they’re your friends. You build such a big rapport with them that when you’re ready to sell them something they’ll jump on it like stray dogs on a slab of meat. Why? Because they have complete trust in you.
How To Write to Hot Traffic
The cool thing about hot traffic is that you don’t have to do much to convince them to buy anything from you. In fact, the shorter the better, like a simple email with a link attached to it would suffice, according to Brunson.
Learn how to start your email series write in the blog: How To Write The Perfect Email Sequence.
(aware of the problem and only the desire itself)
Warm traffic is a little tricky. These people don’t really know who you are, but they know somebody that YOU know. For example: if a company like Toyota just became partners with JBL, a stereo system company, and they wanted people from their email list to check out JBL, they would say something like:
“Hey, everyone! Toyota’s thinking of partnering with JBL for factory speaker installation! Their speakers are state-of-the-art and are the best speakers on the market to date. Check out their amazing deals and tell us what you think!”
…or something like that.
Then, if Toyota’s traffic likes JBL’s products, they go from warm to hot traffic from JBL. This is how joint ventures (JV’s) are so successful at growing and expanding their businesses.
How to Write to Warm Traffic
Writing to warm traffic is kind of like writing to hot traffic except for you’re using an authoritative source or two to help sell your product. Russell Brunson calls these letters “lift letters,” because you’re basically the hype man for whatever product or service the letter’s about.
In my personal opinion, this is the epitome of pre-framing, you’re hyping up people who know you with what’s called a “lift letter” to get people interested in something new or different. And since they trust you, chances are they’re going to like it, too. That’s why it’s such a big deal to authors when Oprah tells people to read their books, or when radio stations tell listeners to listen to a debut album from a new artist.
Learn how to write like the person people can’t get enough of in the blog: How To Apply Russell Brunson’s Attractive Character Method In Your Copy.
(Not yet aware of what he really seeks, but concerned with the general problem)
Cold traffic is just that – ice cold. Why? Because they have no idea who you are. And because of that, they have no idea if they can trust you. Cold traffic is the hardest traffic to convert. These people are usually the ones that stumble across a blog post of yours on social media or randomly find themselves on your Facebook business page. But more often than not, these are the people you who were drawn in by your paid advertising. They clicked on an ad and ended up on your site or landing page due to SEO and keyword optimization.
How To Write To Cold Traffic
As I mentioned above, this is where pre-framing is a MUST. You must educate your audience thoroughly by pre-framing them; from the lingo, you use, to how the product solves their problems and adds value to their lives.
The best thing I can compare this to is a series of sequels, like Fast & The Furious. In the first movie, you learn about the main characters, like Vin Diesel and others. You learn that he’s a dope street racer and that he’s an outlaw. You learn that Paul Walker’s character (RIP) is a cop and that he was assigned to arrest Diesel, but ends up becoming an outlaw himself, etc. etc.
By the time the fourth Fast & Furious comes out, you get SUPER hyped. You know the backstory of the main characters, and you know that the movie is going to have a bunch of sweet cars, sexy women, and crazy action scenes. That anticipation is embedded in you, every time a new Furious movie comes out.
So yeah, you have to educate them fully, so that when you do present your product or service to them they know everything about it and more!
Learn how to heat up a cold audience with mental imagery in the blog: How To Make Your Readers Visualize Mental Pictures.
In This Case, Traffic Jams Are A Good Thing
Once you can pinpoint your traffic temperature, with the knowledge of how to write to each temperature traffic, you can never go wrong!
Check out the JD Blog for more copywriting tips and strategies.