Andre Chaperon & Shawn Twing – The Traffic Engine

Andre Chaperon & Shawn Twing – The Traffic Engine

The Traffic Engine

Paid Traffic Manifesto
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Course Outline & Schedule
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Shawn We have been discussing the idea for this course since October 2018. “You create the course,” I said: “and I’ll publish it under our TLB-brand.”

This was originally done via email. Shawn’s response was almost immediate — an enthusiastic, “yes!”

However, months passed without any tangible progress. When I finally checked in, there was no status report. Shawn His resistance was explained by:

“You’ve set the bar impossibly high with SOI & ARM,” He stated, “ARM redefined email marketing — it’s the gold standard. SOI did the same — how the hell am I supposed to live up to that?!”

[Several months later.]

Shawn emails me:

“I shared some of my ideas about paid traffic with Todd Brown’s Top One mastermind…”

The Bugger loves to close loop me. I responded, “…and?”

“I won the Million Dollar Power Hour for best marketing idea. I’m starting to feel pretty good about this.”

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Shawn Twing Top One (March 2019).

March 2019, Shawn Twing Top One (middle), Damian Lanfranchi, Todd Brown (right).

[Several months later.]

Shawn: “I presented those ideas to John Carlton’s Platinum Mastermind Group…”

(The Open looping is a great game that never gets old Shawn.)

Me: “…and?”

Shawn: “… incredible response … I got [unnamed enormous direct response company] as a client … lots of great feedback … I’m feeling really good about this.”

It was several months later.

Shawn: “Remember that guy I told you about who heard my presentation and implemented the ideas? He pulled me aside last week and told me he doubled his cost per acquisition…”

Me: “Ouch! …”

Shawn: “Right. But that wasn’t the punchline. He increased his average order value by 8x!“

Month after month, example after exemplu, it continued. And now, here we are — both of us 100% “all in” — or, in Derek Sivers’ terminology, we can finally say “HELL YEAH!”

Below is Shawn’s Traffic Manifesto.

(I’ll append more content and info to this page over the next week.)

Paid Traffic Manifesto

By Shawn Twing (March 22, 2020) / 8 minutes

What you’re about to read was eighteen months (and twenty-It took one year to make. It began as a conversation between two friends and has evolved into a professional and personal calling day by day.

These ideas were shared with clients and colleagues, who then refined them with razors.-Sharp marketers are those who excel in high-level groups and work in highly demanding boardrooms. I have implemented strategies that were based on these ideas for clients generating millions of dollars in sales as well as for clients generating hundreds and millions of dollars.

These ideas have been implemented by others, with consistent and overwhelming feedback. These ideas work.

Now I’d like to share them with you.

Before I begin, I want to provide some context for you so that you can understand my point of view. “Where you stand depends on where you sit,” As the saying goes.

Twenty-five years ago, I owned a digital agency.-One year, nearly two years.-One hundred clients, over 650 projects completed, thousands of campaigns managed, many tens to millions of dollars spent on Google, Facebook YouTube, LinkedIn and other ad networks. I worked with some the most demanding clients in the most competitive industry categories.

I’ve spent tens of thousands of hours thinking deeply about my craft and developing mental models and frameworks to further improve my understanding (and results), and I have had countless conversations with some of the most capable marketers, strategists, writers, and thinkers in my field.

More importantly, I’m just like you. I’m a creative professional, marketer, and business owner who is 100% responsible for the stability and growth of my business. I’ve faced the same professional challenges you have, and I’m certain we have shared similar struggles.

My experience has taught me that there are only a few simple truths that matter in every endeavor. Respecting these truths can make the difference between success or failure.

Here are seven simple business and marketing truths I’ve found particularly powerful.
Simple Truth #1 — High-Qualitative Traffic Business is its lifeblood

A business is, at its core, a system that generates revenues and income through the combination of qualified prospects with offers that convert them into paying customers. No matter how good the offer is, it doesn’t matter how effective.-written the copy, how extreme the value, if no one ever sees it there’s no chance it’ll succeed.

The ROI can help you achieve personal freedom, wealth, opportunities, and value.-Conversion and traffic are a positive combination.
Simple Truth #2 — There’s No Such Thing as ‘free traffic’

There are many ways to get traffic. Broadly speaking, there’s organic traffic, affiliate traffic, and paid traffic.

I don’t like the term ‘paid traffic’ Because it implies that the other options are available at no cost. They’re not. The This is a different method of payment. Instead of paying mostly with time, energy, and attention — all of which are finite resources — I prefer to pay for traffic with money which, under the right circumstances, is effectively limitless.

How can money be made? ‘effectively limitless’?

Here’s a simple example. If you create a system where it costs you $10 to acquire a customer, the average value of a customer’s first purchase is $15, and over an average customer’s lifetime you’ll earn an additional $250, how many customers can you afford to purchase?

They all.

This is how my friend Todd Brown described it best. “A typical entrepreneur gets a customer to make a sale. A smart entrepreneur makes a sale to get a customer.”
Simple Truth #3 — Paid Traffic Gives Us What We All Desire Most — Control

Let’s be very clear about what we all really want. We, as business owners, creative professionals, marketers, need to generate awareness, make sales, satisfy our customers and clients, and make a profit to keep our businesses afloat.

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That’s what we need.

But, what we really want — more than anything — is a sense of control. We want to be able to predict, plan, and scale our business’s results. The next month will be even better than the last. That there’s opportunity to increase the value we contribute to the world, expand our horizons, our relationships, and our income.

For a second, I want to ask you to visualize what it would be like. What if you knew — really knew — that you could thrive month after month, year after year? Later I’m going to explain what it takes to get there.
Simple Truth #4 — The Rules Of The Paid Traffic The Game has Changed

The old model for paid traffic — still widely used today — was based on cheap traffic and pliable traffic platforms that allowed aggressive tactics, over the top messaging, and shady business models. If an advertising account was shut down, no big deal — just move on and open a new one and you were back in business.

The The old model was built on low assumptions.-Cost and high-volume. The Answer to all traffic questions was always “more.”

The The new reality is that traffic is costly, prospects are becoming more skeptical, and the largest traffic platforms (Google, YouTube and Facebook) are closing down entire business models and category while severely limiting the tone of messaging.

The New model is built on high standards-Quality at a lower price-volume. Every traffic question can be answered with this answer: “better.”

The old model’s days are numbered. The Future belongs to those who can see the implications and adjust their strategies accordingly.
Simple Truth #5 — The Way To Win Is To Avoid Losing

Warren Buffett and his partner Charlie Munger are arguably two of the world’s greatest investors and sharpest analytical minds. Decade after decade they’ve been asked about the secrets to their success, and they’ve consistently attributed that success to avoiding dumb mistakes rather than pursuing innovation.

“It is remarkable how much long-term advantage people like us have gotten by trying to be consistently not stupid, instead of trying to be very intelligent.” — Charlie Munger

This is a universal truth that I have found to be true. The Over the past two decades, my greatest contribution to my clients has been in teaching them how they can avoid expensive, unproductive performance.-crushing mistakes.

A recent, profound example:

‘Client X’ Google Ads cost $200,000/month, and $140,000 was clearly, objectively, wasteful. The overall ROI was positive, and nobody wanted to stop something that was, in the end, working. A small percentage of the spend was driving the results. Within weeks, well more than a million dollars worth of wasted advertising spend had been returned to the bottom line, while simultaneously improving overall performance.

That’s the power of avoiding big mistakes.

Advertising platforms have unique ways of making costly mistakes. However, some mistakes can be avoided. “best practices” They generate substantial revenue for the platform. Let me assist you in avoiding costly errors, if nothing else.
Simple Truth #6 — Your Prospects Are Far More Valuable Than You Realize

In October 2019 I had an opportunity to sit across from legendary marketer Dean Jackson at a speakers’ dinner prior to Kevin Rogers’ Copy Chief Live.

Dean explained to me that he had analyzed many of his clients’ businesses and found that all of them had something in common. Sales were calculated over time. 15% of sales happened within the first ninety day after the lead was acquired. The remaining 85% occurred over eighteen month.

“Think about that”He said, “There’s 4x the revenue opportunity after ninety days.”

The The implications of this analysis are astounding. Marketing is a complicated game. An understanding of the financial incentives will tell you that it should not be taken lightly.-Long-term investments-Our prospects are looking for long-term relationships. It all starts with how we acquire our audience.
Simple Truth #7 — There’s Only One Thing To Do To Improve Your Results

When we accept that our businesses are systems, we realize that they’re subject to the insights of systems theory. Perhaps the most profound insight is this one, from Eli Goldratt’s Theory of Constraints: the only way to increase the throughput of a system is to improve the performance of its weakest link.

In Goldratt’s terminology, we need to focus on improving the system optimum, not improving local optima. Improve the whole, don’t tinker with the parts.

In layman’s terms, that means there’s always one — and only one — place to focus our attention to improve our results. It is enough to be able to identify where and how to look and then to act accordingly.

When we internalize these simple truths and then begin to act on them, we tap into the most powerful force in the universe — leverage. Our measuring stick becomes progress instead of effort — relentless forward motion, not spinning in circles.

That leads to the obvious question — how do we do that? I’m glad you asked…

André has created the definitive guides to customer acquisition (Sphere of Influence) and customer conversion (AutoResponder Madness). It was eighteen months since Andre set the bar so high.

Beginning in early April, I’m going to lead a cohort of people through an eight-Week hands-on paid traffic training we’re calling The Traffic Engine.

We’ll start with core concepts, timeless foundational principles, and a behind-The-Scenes look at the new reality for digital marketing and paid traffic.

Then we’ll apply those concepts and principles to create retargeting and prospecting campaigns on Google Ads (including search and the Google Display Network) and Facebook. Q&A will be held live.&Calls to amp;A with me-Deep hot seats and performance/metrics review.

For agency professionals or freelancers looking to implement these ideas, there are additional options. This limited-time offer will be available starting April 1.-7).

You can find the course outline, pricing and other information here starting April 1.

My goal for this course is simple — to externalize and share my decades of experience with a group of people who can multiply its value far beyond anything I could ever do alone by building ‘traffic engines’ for their own business (or to learn how others can do the same)

In the spirit transparency, I also have a selfish purpose. Teaching is the ultimate forcing mechanism for me — it requires depth of thought and insight to pressure-My ideas are tested, explained clearly, and then distilled into actionable insights. For years I’ve done that individually with clients and now I’m looking forward to doing that with a motivated group of early adopters.

— Shawn Twing (March 22, 2020)
Email Archives

Tue (Mar 24, 2020) — TTE: American Airlines (Email 1)
Wed (Mar 25, 2020) — TTE: Where do I start? (Email 2)
Thu (Mar 26, 2020) — TTE: Structure + Tip (Email 3)
Fri (Mar 27, 2020) — TTE: Pricing Framework (Email 4)
Mon (Mar 30, 2020) — TTE: Ladybug Marketing Effect (Email 5) [w/ video presentation]
Tue (Mar 31, 2020) — TTE: Freeze Frame (Email 6)
Wed (Apr 1, 2020) — CART OPENED
Fri (Apr 3, 2020) — TTE: Testing Framework (Email 7)
Sun (Apr 5, 2020) — TTE: Iterate to Success (Email 8)
Mon (Apr 6, 2020) — TTE: Just One Person (Email 9)
Tue (Apr 7, 2020) — CART CLOSED at 11:59pm Pacific Time — TTE: Resources (Email 10)

Questions & Answers

1.) I don’t have an offer/product — I’m an affiliate — will TTE still be relevant for me?

This question was partially answered in Email 2.

TTE is relevant and actionable for all businesses that benefit from monetizing attention through paid traffic, even affiliate offers. However, I am absolutely not an affiliate marketing specialist so it’s unlikely that my examples will be specific to those needs.

2.) 2.) How will TTE differ to the traffic module in SOI

The Traffic Engine There will be an update to (and expansion of!) the paid traffic content within SOI. TTE will reflect my most current, best thinking.

Google and Facebook are being more strict with advertisers. Ad costs have gone up by an order of magnitude. The downstream consequences of those two factors are profound and a lot of what I’ll be covering in TTE will be in response to that new reality.

Also, the first TTE cohort will include live Q&Hot amp;A calls-seats and other direct interactions with me

The paid traffic content to SOI was also specific to that method. The Traffic Engine Approach-agnostic, meaning it’ll inform how you think about lead generation, direct-To-Advertising models such as offer and others. And, of course, it’s informed by the principles that make SOI and ARM great.

3.) 3.) Will this course be relevant in a year, despite Google and Facebook changing their platforms so frequently?

This is not an example of a ‘flavor of the day’ The tactics-Based training. Instead, it’s focused on timeless principles that inform implementation. I anticipate some of the following. ‘which button do I push?’ Details will change over time, but the emphasis is on the top.-Leverage strategies that are driven by the action and not the thought ‘in the weeds’ details.

However, about 60% of the course content is going to be implemented. I expect these recommendations to be durable over time and be updated as needed.

4.) I’m new to paid traffic (never done it before) — will the course be too advanced for me?

Maybe.

I suggest you read the free 10-Part blog series I wrote last monday. If that feels like it’s too complicated, that’s probably a good indicator The Traffic Engine won’t be a good fit. (In that case, I would recommend studying that material and asking questions in the comments which I’ll continue to answer.)

However, I would expect you to be able to relate to the content and style. The Traffic Engine You will find it easy to use. I’ll go into much greater depth in the course, but my approach to distilling / simplifying ideas so they’re accessible will be the same.

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5.) I’ve been driving paid traffic for years — it’s our primary source of leads — will I learn anything I don’t already know?

I’m 100% convinced André added this question as a curveball knowing how much I hate to discuss my background and experience.

The short answer is yes — even if you’ve been running traffic for a long time I am confident that you’ll get a lot of value from The Traffic Engine. My experience shows that the more ads you spend, the greater your impact on these ideas. Results multiply.

I say this with confidence (and humility) because I’ve shared these ideas and principles with some of the best marketers in the world in the most competitive markets and I have not yet experienced anyone yawn and tell me they knew it all already or couldn’t immediately see 10+ ways to benefit.

6.) 6.) Text, video, live calls, etc?

Screencasts, text and live Q&Hot and amp;A-Zoom seat calls, recorded interviews, and links to resources (videos articles, tools, etc.) can all be done over Zoom. It is very unlikely that I will also use video (though the thought of being seen on video is so terrifying, I doubt it).

Please continue to ask questions in the comments below, and share any insights you’ve had so far during this campaign.

7.) 7.) Is there a payment option?

No.

I am very clear about this: you shouldn’t sign up. The Traffic Engine if it’s going to be a stretch financially. André and I would much rather have you keep the $375 to spend on paid traffic (and using the free paid traffic training as a guide).

If you’re interested in The Traffic Engine, please remember this is about paid traffic which means you’ll want some budget available to buy traffic.

As much as we’d love to have you in the course, it’s far more important that you make decisions in your own best interest. The Traffic Engine will be available again later this year, so please do not feel like you’re going to miss an opportunity. We’ll be here when you’re ready.

8.) 8.) What are the prerequisites to this course? What knowledge/requirements do I need in order to successfully apply the TTE curriculum?

There are no formal prerequisites. The Traffic Engine. Here are some guidelines to help you get started.

Read the 10 free pages.-Training in traffic and part-time work The Traffic Engine Manifesto.
Second, email #2 — Where Do I Start? — explains how to get the most out of the training.
Third, if there are still questions regarding your particular situation, you can ask them in 219 comments.

9.) 9.) How much budget should I set aside for paid traffic?

I’ve answered this question in the comments section as well (generally more specific to the individual’s situation).

There is no one right answer. The The ultimate goal for paid traffic is to generate revenue (customers for nothing) as fast as possible. Initially, however, during testing and iterating, there’s no way to know when that will happen.

Without knowing specifics, it’s hard to estimate.

If you’re planning on testing ideas, $10 – $25/day is a decent budget. The point of that testing would be to get a result, so this would not be ongoing if it’s not working. Test, iterate, test again — that’s how the process works.

Positive results lead us to allocate more money for ad spending, knowing that sales could offset this spend. Part of The Traffic Engine This training includes learning how to calculate these numbers to determine when and what amount to spend.
Course Outline & Schedule

The Traffic Engine Core training is an eight-Week, ten-module* course that teaches the fundamentals of successful paid traffic campaigns on Google Ads and Facebook, including prospecting and retargeting.

The The emphasis of this course is on effective and high quality learning.-First, leverage strategies (weeks one, two), then implement those strategies to create awareness and test offers and gain customers using Google Ads search (weeks 3 and 4), and Facebook (weeks 5 and 6).

Week-Seven will be focusing on maximising revenue from traffic already generated with Facebook retargeting and Google Display Network.

(To ensure everyone is on the exact same page, we will begin with prospecting first and then add retargeting. This differs from my advice on the 10-Day free traffic training that I would like to acknowledge.

Week-Eight participants will talk about optimization and scale.

The The course goal is to create at least one Google Search Prospecting Campaign, one Facebook Prospecting Campaign, and GDN or Facebook retargeting campaigns and drive traffic.

The following are other related goals:

The Avoid the most common mistakes on every platform
The Performance on every platform is driven by critical factors.
The Few metrics matter. Learn how to calculate these metrics with free tools (e.g. Google Analytics and Google Sheets).
Strategies for service offers, ecommerce and digital offers, lead generation, co-Created offers
Strategies that are specific to Sphere of Influence or Autoresponder Madness
To test strategies for offer messaging
I use various frameworks and tools to generate ideas and capture them, create content, report on them, and many other things.
(And a lot more I’m sure I’m forgetting…)

Four Q will be included in the first live cohort.&A/hot-You can make seat calls with us. The exact dates are not yet known. However, I’ve included the weeks when each call will appear in the outline below.

(Q&A/hot-The recording of seat calls will also be made and made available in our learning area.

All content will be accessible beyond week eight. Participants can access all future course updates as they are made available.

Each module will have comments to ask questions which I’ll answer regularly throughout the first eight weeks, then less frequently (but consistently) after that.

The course content will include screencasts, written modules, and possibly video. There may also be links to third parties.-I consider party resources to be valuable.

There’s also an upgrade version specifically for freelancers, agencies, and creative professionals who want to use The Traffic Engine For client work

(The (The upgraded content is located below the core course schedule.

[*I may decide to add additional content. If that were to happen, I’ll make sure that content is created within the eight-week timeframe.]

Bonus: Module 0 — The 30,000′ View of The Traffic Engine (Tuesday April 7).
Core Module 1 – Friday, Understanding Current Reality (April 10, 2010).
Core Module 2 – Friday, Paid Traffic Principles (April 17).
Q&Make a Call
Bonus Module: Masterclass Audience and Offer Masterclass
Core Module 3: Getting Started with Google Ads (Search) — Creating a Campaign (Friday, April 24).
Core Module 4: Google Ads (Search) — Metrics and Performance (Friday, May 1).
Q&Get a second call
Core Module 5: Getting Started With Facebook (Prospecting) — Creating a Campaign (Friday, May 8).
Core Module 6: Facebook — Metrics and Performance (Friday, May 15).
Bonus: Module 6.5 — Facebook Offer and Messaging Testing Framework (Friday, May 15).
Q&Get a Call
Core Module 7: Retargeting — Google Display Network + Facebook (Friday, May 22).
Core Module 8 – Ongoing Optimization and Scale (Friday 29 May).
Q&#4: Give us a call

Client-Services Upgrade (Add-On)

The The following content is tailored to freelancers, creative professionals, agencies and other individuals who use it. The Traffic Engine For clients. This training is in addition to the core.

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Client-Services Module 1: Strategies to Find and Work with Paid Traffic Clients (Google Ads and Facebook) — April 17.
Client-Services Module 2: Common Problems and Solutions (Including Pricing, Reporting, Managing Client Expectations and Communications) — May 1.
Client-Services Q&Hot / amp;A-Place your order at #1
Client-Services Module 3: Getting results for clients The Traffic Engine (Prospecting and Retargeting) — May 15.
Client-Services Module 4: Growing Your Business and Your Clients’ Businesses (How to Think About Scale) — May 29.
Client-Services Q&Hot / amp;A-Seat Call #2.

The Client-Services upgrade will also include a curated collection of additional resources (articles and books, idea summaries and videos, etc.). Specific to working with clients.

Learn more https://archive.is/SGQ0a

Here’s what you’ll get in Andre Chaperon & Shawn Twing – The Traffic Engine