Module​ ​2:​ ​Part​ ​I:​ ​Who​ ​are​ ​you​ ​selling​ ​to?

The​ ​Hot​ ​Market 

In​ E​ xpert​ ​Secrets​,​ ​Russell​ ​talks​ ​about​ ​finding​ ​your​ ​subculture​ ​within​ ​a​ ​hot​ ​market.​ ​For​ ​a​ ​funnel
to​ ​be​ ​successful,​ ​you​ ​need​ ​a​ ​hot​ ​market!​ ​That​ ​means​ ​there​ ​are​ ​people​ ​willing​ ​to​ ​buy.

For​ ​a​ ​deep​ ​dive​ ​on​ ​this,​ ​you​ ​can​ ​read​ E

​ xpert​ ​Secrets​,​ ​or​ ​enroll​ ​in​ ​the​ ​Expert​ ​Secrets​ ​Masterclass.

But​ ​like​ ​most​ ​hot​ ​markets,​ ​they​ ​are​ ​crowded.​ ​So​ ​filtering​ ​down​ ​your​ ​market​ ​until​ ​you​ ​have​ ​a
sub-culture​ ​or​ ​sub-niche​ ​is​ ​super​ ​important.

Here​ ​are​ ​a​ ​few​ ​examples:

HOT​ ​MARKET:​​ ​Internet​ ​Marketing

SUB​ ​HOT​ ​MARKET:​​ ​Facebook​ ​Ads
BLUE​ ​OCEAN​ ​NICHE:​​ ​Facebook​ ​Ads​ ​for​ ​Jewelry​ ​Makers

HOT​ ​MARKET:​ R​ elationships

SUB​ ​HOT​ ​MARKET:​ M​ arriage
BLUE​ ​OCEAN​ ​NICHE:​ ​Marriage​ ​Boot​ ​Camp​ ​for​ ​Military​ ​Couples

HOT​ ​MARKET:​​ ​Weight​ ​Loss

SUB​ ​HOT​ ​MARKET:​​ ​Low​ ​Carb​ ​Dieting
BLUE​ ​OCEAN​ ​NICHE:​​ ​Bulletproof​ ​Coffee

So​ ​now​ ​it’s​ ​your​ ​turn.​ ​Before​ ​we​ ​create​ ​our​ ​offer,​ ​let’s​ ​get​ ​clear​ ​on​ ​our 
niche. 

HOT​ ​MARKET:​ ​______________________________

The​ ​hottest​ ​markets​ ​are​ ​Health,​ ​Wealth,​ ​and​ ​Relationships.​ ​This​ ​does​ ​NOT​ ​mean​ ​you​ ​can’t​ ​go
outside​ ​of​ ​that.​ ​You​ ​can.​ ​Things​ ​like​ ​the​ ​arts,​ ​entertainment,​ ​home,​ ​food,​​ ​-​ ​these​ ​can​ ​all​ ​be
valid​ ​markets​ ​as​ ​well,​ ​but​ ​you​ ​won’t​ ​be​ ​able​ ​to​ ​charge​ ​as​ ​much.

SUB​ ​HOT​ ​MARKET:​ ​__________________________

Once​ ​you​ ​have​ ​your​ ​market,​ ​think​ ​about​ ​the​ ​big​ ​categories​ ​in​ ​that​ ​market.​ ​So​ ​for​ ​relationships,
it’s​ ​friendships,​ ​parenting,​ ​marriage,​ ​dating.​ ​In​ ​a​ ​space​ ​like​ ​food,​ ​hot​ ​submarkets​ ​might​ ​be​ ​things
like​ ​healthy​ ​cooking,​ ​baking,​ ​organic​ ​eating,​ ​etc.

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BLUE​ ​OCEAN​ ​NICHE:​ ​________________________
Here’s​ ​where​ ​you​ ​really​ ​dial​ ​in​ ​what​ ​your​ ​unique​ ​identifier​ ​is.​ ​You​ ​can​ ​make​ ​a​ ​sub​ ​hot​ ​market​ ​a
blue​ ​ocean​ ​niche​ ​simply​ ​by​ ​calling​ ​out​ ​a​ ​certain​ ​type​ ​of​ ​person,​ ​a​ ​certain​ ​environment,​ ​tool,​ ​etc.
In​ ​the​ ​food​ ​example,​ ​we​ ​said​ ​organic​ ​eating​ ​is​ ​a​ ​hot​ ​market.​ ​It​ ​becomes​ ​a​ ​blue​ ​ocean​ ​niche
when​ ​you​ ​say​ ​“organic​ ​crockpot​ ​meals”.​ ​Now​ ​you’ve​ ​mashed​ ​up​ ​crockpots​ ​with​ ​organic,​ ​and
there​ ​will​ ​probably​ ​be​ ​recipe​ ​books​ ​on​ ​organic​ ​meals​ ​and​ ​recipe​ ​books​ ​with​ ​crockpots,​ ​but​ ​not
organic​ ​crockpot​ ​meals.

Disclaimer:​​ ​If​ ​you​ ​decide​ ​to​ ​jump​ ​into​ ​a​ ​red​ ​ocean​ ​because​ ​you​ ​want​ ​mass​ ​appeal​ ​(so​ ​say​ ​you
want​ ​to​ ​do​ ​a​ ​general​ ​Facebook​ ​Ads​ ​course​ ​or​ ​a​ ​marriage​ ​bootcamp),​ ​you​ ​will​ ​have​ ​to​ ​spend
TONS​ ​more​ ​time​ ​and​ ​money​ ​competing​ ​with​ ​the​ ​huge​ ​names​ ​in​ ​the​ ​industry,​ ​so​ ​be​ ​prepared​ ​for
that.​ ​You​ ​will​ ​get​ ​a​ ​small​ ​piece​ ​of​ ​the​ ​pie,​ ​or​ ​the​ ​crumbs,​ ​but​ ​rarely​ ​will​ ​you​ ​have​ ​enough​ ​capital
to​ ​dominate​ ​the​ ​market.

Knowing​ ​your​ ​financial​ ​and​ ​business​ ​goals​ ​is​ ​critical.​ ​Do​ ​you​ ​want​ ​to​ ​make​ ​$10-$20k​ ​a​ ​month​ ​or
become​ ​a​ ​multi-million​ ​dollar​ ​empire?

Selling​ ​to​ ​ONE 

In​ ​the​ ​Marketing​ ​Secrets​ ​Podcast,​ ​guest​ ​John​ ​L.​ ​Dumas​ ​talks​ ​about​ ​the​ ​importance​ ​of​ ​really
writing​ ​out​ ​who​ ​your​ ​customer​ ​is,​ ​down​ ​to​ ​what​ ​they​ ​wear​ ​and​ ​what​ ​they​ ​do​ ​each​ ​day.​ ​The​ ​more
specific​ ​the​ ​person​ ​in​ ​your​ ​mind,​ ​the​ ​more​ ​powerful​ ​your​ ​messaging​ ​and​ ​copy​ ​will​ ​be.

Listen​ ​to​ ​this​ ​podcast​​ ​→​ h

​ ttps://youtu.be/DEeyKWgx9GU

Once​ ​you’re​ ​done,​ ​it’s​ ​time​ ​for​ ​you​ ​to​ ​write​ ​down​ ​your​ ​ONE​ ​perfect​ ​client​ ​and​ ​customer.​ ​Here
are​ ​some​ ​questions​ ​you​ ​can​ ​answer,​ ​but​ ​don’t​ ​let​ ​it​ ​stop​ ​you​ ​from​ ​doing​ ​more!

1. Gender:
2. Age:
3. Hair​ ​Color:
4. Eye​ ​Color:
5. What​ ​Kind​ ​of​ ​Clothes​ ​Do​ ​They​ ​Wear:
6. Where​ ​Do​ ​They​ ​Live:
7. What​ ​Kinds​ ​of​ ​Foods​ ​Do​ ​They​ ​Like:
8. Where​ ​Do​ ​They​ ​Work:
9. What​ ​is​ ​Their​ ​Relationship​ ​Status:
10. Do​ ​They​ ​Have​ ​Kids?
11. What​ ​is​ ​Their​ ​Biggest​ ​Dream:
12. What​ ​is​ ​Their​ ​Biggest​ ​Fear:

©​ ​2017​ ​-​ ​2020​ ​Funnel​ ​Builder​ ​Secrets​ ​-​ ​All​ ​Rights​ ​Reserved​ ​-​ ​Etison,​ ​LLC. 
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The​ ​Customer​ ​Journey 

In​ D
​ otCom​ ​Secrets​​ ​Russell​ ​talks​ ​about​ ​the​ ​difference​ ​between​ ​cold,​ ​warm,​ ​and​ ​hot​ ​traffic.

● COLD​ ​TRAFFIC​​ ​is​ ​only​ ​problem​ ​aware.​ ​They​ ​don’t​ ​know​ ​anything​ ​other​ ​than​ ​the
problem​ ​or​ ​pain​ ​they​ ​face.
● WARM​ ​TRAFFIC​​ ​is​ ​solution​ ​aware.​ ​They​ ​know​ ​their​ ​problem​ ​and​ ​they​ ​know​ ​the
solution.
● HOT​ ​TRAFFIC​​ ​is​ ​you​ ​aware.​ ​They​ ​know​ ​the​ ​problem,​ ​the​ ​solution,​ ​and​ ​about​ ​you​ ​(the
person​ ​with​ ​the​ ​keys​ ​to​ ​the​ ​solution).​ ​They​ ​just​ ​haven’t​ ​purchased​ ​yet.

Let’s​ ​take​ ​a​ ​look​ ​at​ ​the​ ​customer​ ​journey​ ​at​ ​these​ ​three​ ​points​ ​in​ ​time.

We’ll​ ​use​ ​this​ ​example:

HOT​ ​MARKET:​ ​Internet​ ​Marketing

SUB​ ​HOT​ ​MARKET:​ ​Facebook​ ​Ads
BLUE​ ​OCEAN​ ​NICHE:​ ​Facebook​ ​Ads​ ​for​ ​Jewelry​ ​Makers

● COLD​ ​TRAFFIC:​​ ​The​ ​Jewelry​ ​Maker​ ​can’t​ ​sell​ ​enough​ ​jewelry​ ​to​ ​make​ ​ends​ ​meet.​ ​She
is​ ​sad.​ ​She​ ​doesn’t​ ​really​ ​know​ ​how​ ​to​ ​get​ ​more​ ​leads.
● WARM​ ​TRAFFIC:​​ ​The​ ​Jewelry​ ​Maker​ ​sees​ ​her​ ​problem​ ​and​ ​knows​ ​that​ ​Facebook​ ​is​ ​the
answer.​ ​She​ ​doesn’t​ ​know​ ​you​ ​or​ ​how​ ​to​ ​do​ ​it,​ ​but​ ​she​ ​sees​ ​ads​ ​in​ ​her​ ​feed​ ​and​ ​wants​ ​to
try​ ​it.
● HOT​ ​TRAFFIC:​ ​The​ ​Jewelry​ ​Maker​ ​sees​ ​her​ ​problem,​ ​knows​ ​Facebook​ ​Ads​ ​are​ ​the
answer,​ ​and​ ​has​ ​in​ ​fact​ ​seen​ ​your​ ​ad​ ​for​ ​your​ ​course,​ ​she​ ​just​ ​hasn’t​ ​purchased​ ​yet.

Scalable​ ​funnels​ ​are​ ​funnels​ ​that​ ​speak​ ​to​ ​COLD​ ​traffic.​ ​You​ ​can​ ​also​ ​have​ ​funnels​ ​that​ ​speak
to​ ​WARM​ ​traffic,​ ​but​ ​those​ ​funnels​ ​usually​ ​need​ ​education​ ​before​ ​the​ ​funnel​ ​converts.

If​ ​you’re​ ​thinking​ ​about​ ​your​ ​customer​ ​at​ ​these​ ​three​ ​points​ ​in​ ​time,​ ​the​ ​front​ ​end​ ​of​ ​your​ ​funnel
will​ ​look​ ​different.

I​ ​had​ ​a​ ​client​ ​-​ ​he​ ​was​ ​selling​ ​a​ ​course​ ​on​ ​Amazon​ ​FBA.​ ​His​ c
​ old​ ​traffic​ ​audience​​ ​were​ ​military
guys​ ​who​ ​want​ ​more​ ​money,​ ​but​ ​have​ ​an​ ​inflexible​ ​job​ ​and​ ​are​ ​constantly​ ​moving.​ ​A​ ​funnel​ ​to
them​ ​is​ ​going​ ​to​ ​be​ ​more​ ​about​ ​educating​ ​them​ ​on​ ​the​ ​flexibility​ ​and​ ​profitability​ ​of​ ​FBA​ ​than
anything​ ​else.

His​ w
​ arm​ ​traffic​ ​audience​​ ​happened​ ​to​ ​be​ ​people​ ​who​ ​KNEW​ ​about​ ​Amazon​ ​FBA​ ​and​ ​started
dabbling,​ ​but​ ​weren’t​ ​having​ ​luck.

©​ ​2017​ ​-​ ​2020​ ​Funnel​ ​Builder​ ​Secrets​ ​-​ ​All​ ​Rights​ ​Reserved​ ​-​ ​Etison,​ ​LLC. 
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We​ ​had​ ​to​ ​make​ ​TWO​ ​funnels​ ​because​ ​the​ ​people​ ​who​ ​are​ ​problem​ ​aware​ ​need​ ​something
different​ ​than​ ​the​ ​people​ ​who​ ​are​ ​solution​ ​aware.

The​ ​difference​ ​might​ ​not​ ​be​ ​that​ ​drastic​ ​in​ ​your​ ​niche,​ ​or​ ​it​ ​may​ ​be...so​ ​map​ ​out​ ​your​ ​customer
of​ ​ONE​ ​and​ ​where​ ​they​ ​are​ ​in​ ​their​ ​COLD​ ​vs.​ ​WARM​ ​journey.

MY​ ​COLD​ ​TRAFFIC​ ​is...

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MY​ ​WARM​ ​TRAFFIC​ ​is...

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All​ ​of​ ​these​ ​details​ ​will​ ​become​ ​super​ ​important​ ​when​ ​we​ ​start​ ​picking​ ​our​ ​funnel​ ​strategy!

©​ ​2017​ ​-​ ​2020​ ​Funnel​ ​Builder​ ​Secrets​ ​-​ ​All​ ​Rights​ ​Reserved​ ​-​ ​Etison,​ ​LLC. 
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