What You’ll Discover in Andre Chaperon & Shawn Twing The Traffic Engine
Andre Chaperon & Shawn Twing – The Traffic Engine
The Traffic Engine
Paid Traffic Manifesto
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Shawn Since October 2018, we have been talking about the idea of this course. “You create the course,” I said: “and I’ll publish it under our TLB-brand.”
Initial communication was 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 open loop me. So 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 The open looping game is never boring 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!“
It went on, month after month. Example after example. 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 mins
What you’re about to read was eighteen months (and twenty-One year (in the making). It all began with a long conversation between two close friends. Over time, it evolved into a personal as well as professional calling.
These ideas were shared with clients and colleagues, who then refined them with razors.-These ideas are useful for marketers who work in elite groups or in demanding boardrooms. I have developed strategies based on these ideas for clients that generate thousands of dollars in revenues as well as hundreds of millions in revenue.
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 start, I want you to understand my perspective. “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 some of the most competitive business sectors in the world.
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.
I have learned through experience that there are some simple truths to any endeavor that truly matter. This is what makes the difference between success, failure and success.
Here are seven simple business and marketing truths I’ve found particularly powerful.
Simple Truth #1 — High-Quality Traffic Business is the Lifeblood
At its core, a company is a system that generates revenues and income through the combination of qualified prospects with offers that convert them into paying customers. No matter how amazing the offer is, no matter how successful it is.-written the copy, how extreme the value, if no one ever sees it there’s no chance it’ll succeed.
ROI results in personal freedom, value, wealth and opportunity.-Positive combination of traffic and conversion
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 The method of payment is different. 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 used? ‘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 what Todd Brown, my friend, describes 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. As creative professionals and business owners, we must create awareness, generate leads and sell. We also need to fulfill our obligations to clients and customers. And make a profit that keeps our business 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 feel confident that our business results and our income are predictable, stable, and scalable. Next month will be more successful than this month. That there’s opportunity to increase the value we contribute to the world, expand our horizons, our relationships, and our income.
For a moment, I want to ask you to visualize what it would feel 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 Game have 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 Old model was based upon low.-High prices and high costs-volume. The Answer to all traffic questions was always “more.”
The New reality is that traffic can be expensive and prospects are more skeptical. The biggest traffic platforms (Google and YouTube) are closing entire business models and categories while drastically limiting messaging tone and content.
The The new model is based upon high quality-Quality at a lower price-volume. Every traffic question can be answered with this answer: “better.”
The old model’s days are numbered. The The future is for those who are able to understand and adapt to this new reality.
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 was costing $200,000 per month, $140,000 of which was objectively and demonstrably 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 mistakes if you don’t mind.
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 These implications are enormous. Marketing is a complicated game. An understanding of the financial incentives will tell you that it should not be taken lightly.-Investing in long-term investing-We build long-lasting relationships with our prospects. It all starts with how and where to 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. You just have to know where to look and how to act.
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). This announcement was 18 months in the making.
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 offer is only available for a short time and will end on 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’ as well as learning how to assist others in starting their own businesses.
In the spirit of transparency, there is also a selfish motive. Teaching is the ultimate forcing mechanism for me — it requires depth of thought and insight to pressure-Test my ideas, then explain them clearly and distill them into useful 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 partly answered by me 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. Many things have changed since the original content was created, so TTE will reflect my best and most current thinking.
Particularly, Facebook and Google have become more stringent with advertisers and ad prices have risen by orders 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 for SOI had to be specific to this methodology. The Traffic Engine Approach-agnostic, meaning it’ll inform how you think about lead generation, direct-To-Offer, and other advertising formats. 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-Training that is based on principles. 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.-Strategies that leverage the action, and not the other way around ‘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 10 free pages.-Part of a blog series that I wrote last month. 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, if you find the content and style appealing, I would expect it. The Traffic Engine It will be easily accessible for you. 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?
Text, screencasts and live Q&Hot and amp;A-Zoom seats, recorded interviews, links (videos and articles, tools etc.) are all available via 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 are the prerequisites to be able to use what TTE teaches?
There are no formal requirements. The Traffic Engine. Here are some guidelines to help you get started.
First, take a look at the 10 Free Printables-Part-time traffic training 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.) What budget should I prepare for paid traffic advertising?
I’ve answered this question in the comments section as well (generally more specific to the individual’s situation).
This question is not easy to 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 involves calculating these numbers to help you decide when and how much money 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 course focuses on learning high-quality, effective language.-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 of them will concentrate on increasing revenue from existing traffic using Facebook retargeting or 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-Traffic training is free for one day.
Week-Eight will be discussing optimization and scaling.
The Participants should have at least one Google prospecting campaign and one Facebook prospecting campaign.
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 are important and how to calculate them using free tools (e.g. Google Analytics, Google Sheets).
Strategies for service offerings, ecommerce, digital offer, lead generation and co-Offers created
Strategies for Sphere of Influence & Autoresponder Madness
Test strategies to help you communicate your offer messages.
I use frameworks and tools for idea generation, capture, content creation, and reporting.
(And a lot more I’m sure I’m forgetting…)
The first live cohort will feature four Q&Hot / amp;A-You can make seat calls with us. We are still working out the exact dates. However, I’ve included the weeks when each call will appear in the outline below.
(Q&Hot / amp;A-Seat calls will be recorded and made accessible in the 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 find party resources valuable.
There’s also an upgrade version specifically for freelancers, agencies, and creative professionals who want to use The Traffic Engine 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 the Current Reality (April 10)
Core Module 2: Friday. Paid Traffic Principles (April 17).
Q&+44 (0)1 – 888-344-8816
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&+220-333-0022
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).
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Core Module 7: Retargeting — Google Display Network + Facebook (Friday, May 22).
Core Module 8 – Ongoing Optimization and Scale (Friday 29 May).
Q: Give us a call
Client-Services Upgrade (Add-On)
The The following content is tailored to freelancers, creative professionals, and agencies. The Traffic Engine On behalf of clients. This training is in addition to the core.
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Client-Services Module 1 – Strategies for Finding and Working 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&A/Hot-Seat Call #1.
Client-Module 3: Delivering 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&A/Hot-# 2:
The Client-Services upgrade will also include a curated collection of additional resources (articles and books, idea summaries and videos, etc.). This is specific to working alongside clients.
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