Converting Cold Traffic

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Steve Werner

Steve Werner

Keynote Speaker, Author, 170+ Monetization, Marketing, And Motivation Presentations Worldwide.

Converting traffic is the lifeblood of any business

If you are not able to convert leads into sales, you can’t really have a business, and that’s not good for anyone…

When I figured out what I am going to share with you here, it dropped my lead costs on fb from over 5$ a opt-in to under .80…

Some people do really well when they are getting started by converting their warm leads; friends, family, people that they have a relationship with.

But what happens when you don’t have a relationship with someone? How do you continue to grow once you have exhausted warm leads?

Cold traffic.

But its not the same. Each traffic temperature needs its own messaging in order to convert.

I originally heard about this from Dan Kennedy, and Russell Bronson also touches on it in his books.

Here are the traffic temps, what they are focusing on, and they become converting traffic:

Cold traffic is only pain aware

Warm traffic is pain aware AND knows the general solution

Hot traffic is pain aware, knows the general solution AND knows about your specific solution.

To put it another way:

Cold – not even in your ocean yet

Warm – in your ocean swimming around

Hot – getting ready to bit on your hook

cold traffic that converts into hot traffic

So what does this mean for you messaging? Above all, cold messages should be built on pain points only.

Don’t put anything in the hook about solutions, just the pain points. Don’t try to sell them anything right away, they don’t know, like, or trust you… yet.

Here is the framework to convert cold traffic:

The framework for a email, video, fb post ect is:

1. hook built around the pain point only
2. tell stories about the pain
3. lightly solve the problem (don’t deep dive, just tease about the general solution)
4. open the door for a deeper conversation.

Eban Pagan said “that the person who can tell someone about their pain better than they can express it, will win. the prospect will instantly trust them and all buying resistance will disappear”

The tale of two stories; one that leads to converting traffic and one that doesn’t…

For example, lets say you want to lose weight.

So how do you think you would respond to this?

Someone tells you they have an amazing diet that will take off 20lbs in a month. It includes only eating steak and bacon, and you have to work out for 2hrs a day.

— you are skeptical, you don’t know them. it raises all kinds of questions and objections.

Do you see how this kind of marketing triggers walls and doesn’t move toward trusting them?

on the other hand…

Someone tells you exactly what it feels like to not be able to lose weight…

You try to eat the right foods, but sometimes its tough. You run, workout, and diet, but you have hit a plateau and can’t get rid of that belly fat.

There is a solution out there, there are people that have done it, but its a custom solution for everyone.

Do you see the difference?

The story moves them toward being warm. They know you get their pain, and they are starting to get curious about the solution.

No objections are possible, as you haven’t given them something to object to.

They have to lean in to learn more.

If you like this style of marketing, I would check out the Cashflow Content marketing course here ( 

It will show you the step by step method to create the 5 core stories that every business needs. It will also show you how to create 90 to 120 days of content that drives sales.

Or If you know you would like to work with me 1 on 1 on a custom monetization strategy, you can click here to fill out an application and schedule a call with me.