Welcome to Day 2 of Growth Tools' Traffic School!

Remember: we're offering 1:1 sessions with our dedicated traffic experts this week, helping you create your own Bulletproof Traffic Plan for your business.

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Lesson 2: All Traffic Is Good Traffic

 

My wife and I went to buy a car recently.

From the dealer's perspective, we were what you might call the "perfect lead."

  • We knew exactly what we wanted,
  • We'd made an appointment for a test drive,
  • We'd even transferred the money into our checking account, ready to go.


We show up at the dealership, and I immediately got the heebie-jeebies.

Something about it was just…off.

  • There was no office.
  • No one greeted us.
  • There weren't even any signs or branding.

It was just a gated parking lot full of cars.
 

The guy we'd made the appointment with wasn't even there. Standing outside a locked gate and barbed wire fence, we called him...and a minute larer his 14 year old brother or cousin or whomever showed up, ready to let us test drive…in the parking lot.

(Because he wasn't actually old enough to drive off the lot)

When the sales guy finally did arrive, he told us the price was $1,000 more than the listed price.

Three strikes and you're out, right?

Obviously, we didn't buy the car.
 

But my point is…our decision had absolutely nothing to do with the car itself.

The car was fine; exactly what we'd wanted.

And, under different circumstances, we definitely would have bought it.

So why didn't we?

That's the cornerstone of today's lesson.

You see, most people think about their business' traffic in the wrong way. They lump it into different buckets. They think some traffic is "better" than other traffic, and then they spend all of their time trying to find the next hot funnel and the "absolute best" traffic source for their business.

 

But, the truth is: that's the wrong approach.

"Good" traffic is NOT about finding a magic bullet.

It's about something much simpler…the reason we didn't buy that car:

 

Trust.

 

My wife and I should have been that dealership's dream customers. But, even though we were "perfect traffic," we didn't buy, because we didn't trust them.

So, starting today, I want you to stop thinking about dividing your traffic into 'good' or 'bad' camps, and instead start thinking in terms of a simple question:

 

Does this user trust me?

  • If the answer is yes, you're 80% of the way towards making the sale.
  • If the answer is no, well…they've probably already got one foot out the door.


Yesterday, I talked about how - for most businesses - their traffic flows like water through a sieve.

Well guess what:

Lack of trust is what pokes all those holes in that sieve...and - I believe - the #1 reason businesses fail to convert and monetize their traffic.

It's sad, because trust doesn't have to be that hard to build. Tomorrow, I'll talk you through how to do it.

Bryan

 

P.S. Don't forget to book your traffic strategy call with one of our experts to build out your Bulletproof Traffic Plan. On the call, we'll help you build a clear action plan to grow your traffic…and your sales.