There are only three types of traffic. 1️⃣ Traffic you control. You control traffic when you have the ability to tell it where to go. For example, when you purchase an ad on Google, you don’t own that traffic, but you do control it. By buying the ad, you decide exactly where the people who click are sent. Any form of paid traffic falls into this category. The main problem with traffic you control is that every time you want more of it, you have to spend more money. Because of that, the goal is always to send purchased traffic to a squeeze page. A squeeze page has one goal and no distractions. There is only one thing for the visitor to do. It exists for a single purpose: to convert traffic you control into traffic you own. When paid traffic is sent to a squeeze page, visitors only have two options. They either give you their email address or they leave. Some people will leave, but a percentage will give you a personal email address. Once that happens, traffic you controlled becomes traffic you own, and you can move that person through your sales sequences. 2️⃣ Traffic you don’t control. This type of traffic simply shows up. You don’t control where it came from or where it goes. For example, someone might mention your brand on Facebook, their followers search your name, and they land on a random blog page. You had no control over that chain of events. Just like traffic you control, the only goal with traffic you don’t control is to turn it into traffic you own. The way to do this is by pushing all uncontrolled traffic back to your blog. The top third of your blog can function as a modified squeeze page. When people arrive, the primary action available to them is to give you their email address. Once they do, they become traffic you own and can be placed into your communication funnels. Blog posts should be structured as modified squeeze pages to convert as much uncontrolled traffic as possible into owned traffic. 3️⃣ Traffic you own. This is the best kind of traffic.