Secret #19 Cold Traffic

2 Min. Read Sep 16, 2025 #Traffic Secrets

You can build most companies to multiple eight figures a year just by focusing on warm traffic(then fans and followers and lists of your Dream 100) and then turning it into hot traffic(your own list). If you want to scale beyond that, though, you’ll have to master one other type of traffic: cold traffic.

Most of the landing pages, offers, and ads that you’ve created up to this point are for people who are solution aware or product aware. They know they have a problem, they’ve tried a bunch of solutions, and you’re presenting them with a new opportunity that will get the results that they want. Because they are already aware of the potential solutions, have done some research, and have probably tried a bunch of your competitors, when you have a chance to hook them and tell them your story, they already have a context for the problem you’re trying to solve for them.

Cold traffic is a group of people that are at the 3 Core Desires level. All they know is that their health, wealth, or relationship isn’t good; they don’t have any understanding yet of anything beyond that. They haven’t been congregated into groups yet, so no one is helping them. They’re often even not aware they have a problem. If they are aware they have a problem, they’re still at the beginning of their journey and have no idea what to do or where to turn. Anything presented to them at this point has to be filled with a lot of education to get them ready for what you have to offer.

Step #1: Create Your “Cold Traffic Customer Avatar”

You need to look back in time to where you were struggling with that same problem that your cold market clients are experiencing right now.

Questions for you:

What is your version when just start struggling with that problem?
What were the things that would have grabbed your attention at the beginning of your journey?
What words and phrases would you have used back then to explain what it is you’re doing now?

Step #2: Create A Bridge

Don’t take cold traffic directly from a cold ad into a warm funnel. Instead, take them through a warming-up process to prepare them for the warm funnel.

Write an article landing page which will become your cold traffic pre-frame bridge. Send all the cold traffic to this article page. From the article page, direct them to a lead funnel that capture their email address, and then build a follow-up funnel that led them to different content assets which are strategically placed to warm them up. Eventually, introduce them to your front-end offer.

Questions for you:

What language patterns (words and phrases) should you use to explain what you’re trying to warm people up for?
What false beliefs do they have that will keep them from buying when they see your funnel?
What stories do you have that can bridge the gaps and break their false beliefs?
What content pieces do you need to create to tell these stories?

If you’re able to get your offers to convert to cold traffic, then you can buy ads almost anywhere, including buying ads in colder email lists and banner ads on most websites.