7-figure Letter Issue #19 – The future of traffic

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Through the companies I’ve advised and mentored, I’ve used every traffic source for lead generation in the books. 

I see the trends, before it’s a trend. 

And I’ve made my highest returns before anyone even understands there are returns to be had.

My belief is quite strong, Cynthia… 

For those who have businesses that are generating less than $10 million a year…

The future of traffic is very different than it has been…

Now, I’ve been harping about this for years…

In 2015, I spoke about my sidewalk, slow lane and fast lane method of lead generation…

However, it wasn’t until about 2021 until I saw that if you didn’t do this that your marketing no longer worked. 

In 2018, I launched my Relevancy, Omnipresence and Intimacy method for marketing… again, I was ahead of the curve and we’re now just seeing how if you’re not using this inside of your marketing and sales that things are becoming much more difficult. 

There are 3 types of traffic… 

Organic traffic, such as your Instagram profile or referrals… 

Paid traffic, such as Facebook Ads…

And Partnership traffic, such as affiliates…

And the truth is… 

I’ve yet to find anyone who can scale a 7+ figure business without nailing at least one of these sources. 

The problem is… the way that traffic has worked… is rapidly changing…

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Back in 2017 I could post something on Instagram and it would continually blow up– this wasn’t just me… at the time I worked with a lot of influencers… they continued to blow up just for simply posting…

Now? Between censorship and algorithms… It’s difficult to use traditional organic traffic and if you don’t already have an audience… It’s a massive uphill battle. 

The same goes for paid advertising on major platforms… from costs to lead quality and the amount of trust that someone has… it’s at an all time low.

This doesn’t mean it DOESN’T work…

It just means that what has worked, won’t. 

So… what’s the antidote to the future of traffic? 

Well… it’s what I’ve been talking about for a very long time. 

I believe the future of traffic belongs to two very specific types of audiences: 

#1. Owned Audiences

#2. Leased Audiences 

An owned audience is organic without the algorithm. 

This is your email list, your mailing list, your texting list. No one can separate and disrupt the connection to your audience. 

A leased audience is utilizing someone else’s audience that has already been built. 

This is partnerships, sponsorships and affiliates, allowing you to piggyback off of what someone has or is continuing to build. 

When you bring these two types together and add in my elements of 

Relevancy… knowing who you are and what you do…

Omnipresence… showing up over and over to those people…

And Intimacy… through connection, conversation and community. 

It creates a bulletproof traffic model.

The truth is that you should be doing whatever you can to utilize owned and leased audiences as the cost of both will continue to rise. 

However, those who have ownership of the audience, will have ownership over the attention and that attention can be converted into customers any day of the week.

This is why I believe if you aren’t spending money on leasing audiences (through sponsorships and partnerships) then the future growth and viability of your business will be deeply impacted. 

It’s why I believe if you have a business and it’s ready for scale and generating $25K/mo+ then you should be inside of my upcoming Sponsorships.com 8-week intensive. 

We start on July 10th and you can apply here. 

– Scott 

Here’s a few things I thought you might love…

1. If you’re not signed up for Online Business Owner Digest, I highly recc. that you do. 

2. If you’re more of the “marketing” type and want to dive deep into the latest marketing “stuff”, you might like The Growth Memo. 

3. Did you get my book, The Nuclear Effect? 70k people have bought it already, and if you didn’t get it yet, you could get for free this week. Make sure to enter the coupon code “freebook” on purchase page.

That’s it for this 7-figure letter. I publish new one every Sunday. Make sure to signup here to get yours.