There are 3 types of traffic. The traffic you control, the traffic you don’t control, and the traffic you own. The first one is all the traffic from advertisements, affiliates, and other paid sources. It’s the traffic you can control. The traffic you don’t control is the traffic from blog posts, mentions on facebook, and other sources. This is also called cold traffic because you cannot fully control the journey of the user.
These two types of traffic (the one you control and the one you don’t) have only one goal - to convert to traffic you own. This means your own subscriber list. You own the traffic because by having the list, you can send emails to them at any time. You can easily convert this type of traffic into paying customers. Russell Brunson mentions that he used to earn on average $1 monthly per user on his subscriber list.