SFR 167: My Favorite Traffic Methods (AND WHY) – Stephen Larsen

SFR 167: My Favorite Traffic Methods (AND WHY)

Aug 21st, 2018 anchorwave

This is HOW I get all my buyer traffic (and, just as importantly, what traffic I don’t focus on)…

I like to obsess. I’m obsessed with funnel-building and offer creation. I want to stay at the top of that game, so I protect my time and my energy fiercely.

For a long time, I was a bit of a renaissance man. I could turn my hand to a bit of anything. Build funnels, do sound editing, mess about in Photoshop. But Russell taught me that obsession gets you paid waaay more than being a renaissance man.

Think about it…

I did a lot of backpacking growing up. I lived in Colorado, and I loved it. I used to spend days climbing mountains. Time in nature teaches you so much. One day, I realized that although it was impossible to climb two mountain peaks at the same time, that was exactly what I was trying to do in my business.

you can't climb more than one peak at the same time

I was trying to do all the things. It’s a weakness of mine. So I started looking at what I was focusing on in my business the same way as climbing mountain peaks. So I decided to stay on top of the funnel-building offer creation peak, (because that’s what I’m freakin’ good at) and outsource everything else. There are some costs in my business that I’m willing to pay, and others I avoid like the plague.

Let me explain…


There’s always a cost to acquire a customer, but you don’t always have to pay with cash from your wallet. In my opinion, you should never pay with cash from your wallet – more on that later. But for now, let’s focus on the subject of WHAT it actually costs to acquire a customer, and how you should manage those costs in your business.

Woman holding credit card

When you talk of cost to acquire, most people naturally think of paid ads and how much they cost to run. And sure, you can pay to acquire customers with cash for ads, but you can also pay with your time and your energy.

In this blog, I want to show you my TOP TRAFFIC STRATEGIES; the ones I use to drive my business.

Along with my favorite strategies, I’m going to reveal to you which strategies I invest my personal time in, and which strategies I prefer to outsource. I also show you the COST I pay in time and money for each method, as well as my typical results.

These strategies combine to form a long-term methodology that I use to increase profitability and bring in consistent sales for my business.


So what do I obsess over traffic-wise?

Here are my favorite methods of driving traffic, or to be more specific; my favorite methods of getting sales:

  • DREAM 100
  • ADS

I don’t want to obsess solely on the act of getting traffic – that would be daft. I don’t just want to get eyeballs; I want to make money. LOADS OF MONEY.

I actually started out as a traffic driver for Paul Mitchell. It was about the same time that I started learning about funnels.

Me and my buddy, Colton were driving traffic to the first funnel that we ever built. (If you don’t know who Coulton is, hold tight, and I’ll introduce him soon.)


It was called Fixed Insurance – it was for smartphone insurance. We built it in two-weeks flat because we needed to make some money before the fourteen-day trial ran out on our Clickfunnels account. We didn’t make any money, but we kinda broke even. AND “that’s how it all started!”

I began experimenting with different traffic methods. Once, I got 53,000 people to a website in two days. I thought: “This is awesome! I must be really good at getting traffic!”

However, while I could get a lot of eyeballs, I didn’t get 53,000 sales. And that’s when I started learning about conversions, squeeze pages, order pages, and opt-ins. Yes, traffic is money, but only if you have a good funnel and a good product.

The four traffic strategies I’ve chosen are the specific methods that I use because I know they produce sales.

publish affiliate dream ads

So let’s do a quick dive into each so I can show you how they work individually and as a combined strategy.

Ready? Let’s go!


larsen rant warning

I’m gonna shove this down your throat again, and tell you: “You ALL need to publish!”

Publishing is by far the EASIEST, the BEST, the GREATEST, the MOST BEAUTIFUL, the MOST EVERGREEN way to get traffic and sales, that you will ever have. Ever!

I have never put a dollar of my own into my business. That means I’ve had to grow little bit slow here and there, but that was great when I was working a nine-to-five. How did I grow a business without investing my own money? The answer is Publishing. PUBLISHING!

I provided value for the marketplace. I was trying to solve problems for my audience. That’s why Sales Funnel Radio exists.

I solemnly swear to solve problems and drop value nuggets

That’s the reason why my podcast does so well.

If you have a product that’s not doing well, then you’re probably focusing on getting sales more than to trying solve problems for your audience

Figure out how to solve problems, and the cash always follows

Okay, rant over on that one.

So #1: Go figure out some way that you’re gonna publish.

The cost of publishing, frankly, is time. That’s it. Which is why publishing is great if you’re just starting out.

It takes me half a day to get my episodes out for an entire month’s worth of content. Sometimes it’s a full day if it’s video because the video episodes are more challenging than the normal podcasts.

The money potential with publishing is very high leverage. Your sales look like this:


This is what I call The Hollywood Model.

How many sales do you think a movie would make, if the first time you heard about it was the day it came out? Not that good, right? The sales would probably be terrible

When a new movie is coming out, they build up all this pressure for months. Then they’re like, “Wow! Thirty million dollars in two weeks!” They’ve built the pressure.

That’s one of the major benefits of continuous publishing. It builds pressure.

New content coming soon

It’s usually short-lived, but it can generate a lot of cash. The best thing is, once you’ve created content people continue to find the things that you’ve published, and that constantly drives new traffic to you.

They find the videos. They find the podcasts. They find blogs. And that content lives on the internet for life. I’m literally creating a high-leverage asset that’s here for the remainder of my life and my kid’s life. It doesn’t go away. It’s there forever.

If you’re planning a launch, you need to get all your crap together and give yourself at least two months to start publishing and build pressure.

You could even do it in a month. Start publishing daily. I’m talking Facebook Lives, YouTube, or whatever. Just be consistent with whatever the platform is. Just marry the platform.


What’s the cost of having affiliates? Well, if you have Clickfunnels it’s nothing, right? But there is the cost of time.

I’ve never been able to have a successful affiliate campaign without teaching people how to actually use my affiliate link. So the time you need to spend is to create training.

That’s the reason why I create programs like Affiliate Outrage.

Affiliate Outrage

Affiliate Outrage is a 30-day program that teaches you how to be an affiliate. You can use it to be an affiliate for anyone’s products, but I’m subtly hoping that you’ll promote mine ?

Fifteen experts came in, and they talked about how to use the platform that they’re an expert in to sell other people’s products. You get all that plus pre-built funnels. It’s awesome.

The cost of me building an affiliate army is time. A lot of time. The training is what takes the time. Setting up an actual affiliate link in Clickfunnels, that’s easy!

What do my sales look like with affiliates?

If I’m not doing an affiliate contest or event, then my sales from affiliates are slow and steady.


Sales start out low and steadily increases – especially as you get people to put your affiliate link in things that they’re building or publishing. That stuff stays out there forever, it’s evergreen.

If you run affiliate contests, incentives, or events, you’ll typically see a massive spike in sales, but generally, it’s slow and steady.


What the cost of Dream 100? There are two costs the way I do Dream 100 – these are a lot of time and a bit of money.

Colton’s my affiliate manager slash Dream 100 manager. He studies our Dream 100 people and teaches me about them. Helping me understand who they are and what they like. We’re creating relationships, and that takes time. Holy crap, it takes time.

Dana Derrick’s has a great book about the Dream 100. I interview Dana a while back, so if you don’t know what the Dream 100, is you can get the lowdown from Dana, here.

We send out little funny things. We’ve got the rubber fish thing and a bunch of other stuff.

Check out my awesome fish

We have little flash drives we send out that look like messages in a bottle. We got cool coins that we send out. It’s not that expensive.

I was on stage teaching one of the final FAT events, and Dave Woodward came up. He manages a lot of the same things for Russell, or he did at that time. Anyway, I asked him: “How much do you spend on your Dream 100 packages to invite people to promote Expert Secrets?” It was about 25 dollars.

I asked: “Can you measure how much cash comes in for each package?” And he said: “No, it’s thousands of dollars.” Holy crap, that’s some investment! 25 bucks for a package that helps generate thousands of dollars. That’s amazing, right?

So the cost of Dream 100 is time and some money – but it doesn’t need to be money.

I like to send out packages, but you don’t need to do that. You can nurture a relationship with somebody by just solving a problem they have. Bam! You’ve done Dream 100.

Dream 100 doesn’t just mean packages. It means relationships.

What’s the money potential of a Dream 100 strategy?

Generally, it takes some time to build up these relationships, so typically, sales it looks like this: No sales for a while – a few sales – no sales – a few more sales. Then suddenly one of your Dream 100 relationships pays off, and you get this big massive win. Boom! This huge amount of cash comes in. These are the BIG wins.

dream 100

I give 50 percent of sales for Dream 100 JV’s. If you are interested, reach out to Coulton.


What’s the cost of ads? It’s the exact opposite of how I handle Dream 100. It’s a little time, but a good chunk of cash.

After you’ve published and built some pressure for a launch, and boom, you get an influx of cash. Do Not Take Profit.

I didn’t pay myself for the first three months of this year. We lived on savings. I took all that cash and dumped it right back into the business. Where? Ads. My customers paid for my ads.

I built pressure ahead of time, and then I went into the ads game.

Ads, for me, are very methodical in the beginning. It’s not a huge thing. We test with five bucks, ten bucks, fifteen, then twenty. We keep the ads spend small and see what the market reaction is.

I built funnels for in the past for people who borrowed a quarter million dollars and put it into ads. I was like, “A quarter million bucks!” I don’t remember if that was the exact number, but it was monstrous. They wasted all of it.

money into toilet

I don’t know that much about ad spend. But I do know that is the wrong way to scale though. Terrible! That’s trying to run the Boston Marathon with only a days training. That’s CRAZY- it’s ridiculous. You’re not prepared. You have no idea how to handle it.

So with ads, I invest a small amount of cash. No buys. Then we scale gradually and the sale increase. It gets bigger and bigger.


It looks like those like stair-steppers. Sales increase at a stair-stepping rate. Sale, sale, sale, sale, sale, sale, sale, sale! The pressure increases, and whoosh!


If you combine all these methods in your mind’s eye, you see that there’s a good mix of steady growth from different areas – mixed with some big wins.

There’s a mixture of slow, steady cash coming in, and some big wins coming every so often with the Dream 100. Bam! Bam! Bam!

publish affiliate dream 100 ads no text


As I said at the start of this article, you are going to buy your customers one way or another. Each of these traffic strategies has a cost and a different level and type of profitability.

publish affiliate dream 100 ads

If you don’t buy your customers with money, then it’s going be with time. If you’re not willing to spend time or money.

If you’re not willing to spend either time or money, then your funnel’s dead. Case closed. See you later

You can choose what type of time you spend, though. And I’m happy to spend on one type, while I hate spending the other…


The first type of time is where I personally go out and pitch. I will never get that time back. I hate spending that kind of time. I hate it!

man in cogs

I want to leverage my time by creating training programs that don’t go away when I’m done.

They’re literally carbon copies of my time, over, and over, and over, and over again.

My podcasts replicate my time, I don’t need to record episodes over again for the thousand people who are going to download them.

This is my favorite kind of time to spend when I don’t want to spend money. It’s the other reason why I tell you to freakin’ publish so much.

If you don’t want to publish, then make a sick affiliate course for people and teach ’em how to promote your stuff. The course stays forever.

Your Dream 100 is relationships. I don’t like to burn relationships. I’m very strategic about who I hang out with now, and that’s great.

I’m creating cool, strategic relationships with people who will promote my stuff, and guess what? The next time they put out something cool, I might promote for them. That relationship’s still there – it’s time well spent because the value compounds – it doesn’t leave.

I use these methods so that I can spend a butt-ton of money on ads, But I don’t do the ads. I’m gonna go spend my time on the evergreen assets that I can create where the value compounds for the rest of my life and beyond.

I have an amazing ads person who obsesses over ads as much as I do over offer creation. She’s on her peak, and I’m on mine. I outsource everything that isn’t my highest value so that I can stay obsessed and focused.

I’m so protective about my time. I’m a Nazi when it comes to me gettin’ crap done. I push really freakin’ hard, and I hope that you do guys do too. Learn that trait. I was frigging lazy as a high-schooler. It’s a learned trait. Learn the trait! It’s work! It’s awesome! Super fun. Best endorphins and dopamine you’ll ever have in your entire life.

Affiliates and Dream 100 recreate my time too.

If you take these graphs and lay them on top of each other, you can see how the cash continues to come in at increasing rates.

publish affiliate dream 100 ads no text


If you guys like this kinda stuff, I’m diving deep into what we call the pre-funnel at Funnel Hack Live. The pre-funnel is very powerful, and I’m going into it massively at Funnel Hacking Live 2019 in Tennessee. Woo, Baby! Go get tickets, I think you guys’ll really enjoy it.

It’s five thousand people this time. It’s so freaking cool. I cannot wait.

I want to teach you guys everything I do before I even open Clickfunnels. It’s everything pre-funnel. There’s a checklist that’s almost guaranteed success with great amounts of cash every time.

the lost art of the pre-funnel

Until next time, Keep Crushin’ it!

If you’re just starting out you’re probably studying a lot. That’s good. You’re probably geeking out on all the strategies also, right? That’s also good. But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?

That’s what I struggled with until I learned the formula, so I created a special MasterMind called OfferMind to get you on track with the right offer, and more importantly, the right sales script to get it off the ground and sell it. Wanna come?

The only mastermind with an ROI

They’re small groups so I can answer your questions in person for two straight days. You can hold your spot by going to

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