Perpetual Traffic

Do you often feel like your conversations aren't going anywhere? Or that you’re not connecting as deeply as you'd like? It turns out, most of us are missing a key ingredient in our communication. We're not asking the right questions.
In today’s episode, we share part of the conversation we had with Charles Duhigg on becoming a supercommunicator. Charles reveals why traditional conversations fail and what you can do differently to spark real engagement. He explains how asking the right questions can shift a conversation from shallow small talk to deep, emotionally resonant discussions.

Want to know how to break through the surface level and start having real conversations? Tune in for practical examples of how to ask deep questions that invite others to open up and share their honest thoughts and feelings.

You’ll learn:
- How to ask deep questions that drive real connection
- The psychology of persuasion and trust-building
- Why most “practical” conversations fail to persuade people
- How emotional conversations impact decision-making
- How to use empathy to lead tough conversations
- The role of vulnerability in creating strong relationships
- Tips for switching from a practical to an emotional conversation
- The secret to making your customers feel heard and understood

Mentioned in the Episode:
Charles’ Book, Supercommunicators: How to Unlock the Secret Language of Connection: https://amzn.to/3Xj0ioW
Charles’ Book, The Power of Habit: Why We Do What We Do in Life and Business: https://amzn.to/4adpO6o
Listen to the Full Episode: https://www.youtube.com/watch?v=S7yot6sWy34

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Charles Duhigg:
Website: https://charlesduhigg.com/
LinkedIn: https://www.linkedin.com/in/charlesduhigg/

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now
Mentioned in this episode:
We’re opening up sponsorship spots for Q1 and Q2!
https://perpetualtraffic.com/advertise-with-us/
Apply for an ad spot on Perpetual Traffic for Q1 or Q2.
Visit www.perpetualtraffic.com today to secure your spot!
Apply for an ad spot on Perpetual Traffic for Q1 or Q2.
Visit www.perpetualtraffic.com today to secure your spot!
https://perpetualtraffic.com/advertise-with-us/

Are you spending more on traffic than you’re actually making and calling that “growth”? Business owners often chase scale, obsess over ROAS, and completely miss the bigger picture. Most of them don’t have a traffic problem but a strategy problem. And if you don’t fix it, you’re just working for Meta, Google, or whoever owns your traffic source.
Today, we revisit a conversation we had with Kasim Aslam. He breaks down a hard truth about scaling: diminishing returns are still returns, but most businesses quit too early. We explain why entrepreneurs stop at the peak of performance instead of riding the full curve, how margin obsession kills growth, and why doubling down on what’s already working beats chasing every new platform or tactic.

We get into what’s actually happening with AI, automation, and why “scalable” might be the most dangerous word in your business right now. We also unpack what really drives sustainable business growth and why the future belongs to those willing to do what doesn’t scale.

In This Episode:
- Why traffic sometimes costs more than profit
- Doubling down on what works
- Riding the bell curve of ad performance
- Margin vs net profit
- Incalculable business advantages
- The flip-and-exit mentality
- How AI is killing easy business models

Mentioned in the Episode:
Apply to Work With Tier 11’s Marketing Experts: https://www.tiereleven.com/apply
Previous episodes on the law of inverse profitability: https://perpetualtraffic.com/?s=inverse+profitability

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Kasim Aslam:
Website: https://kasimaslam.com/
LinkedIn: https://www.linkedin.com/in/kasimaslam

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/
Apply for an ad spot on Perpetual Traffic for Q1 or Q2.
Visit www.perpetualtraffic.com today to secure your spot!
We’re opening up sponsorship spots for Q1 and Q2!
Apply now by visiting www.perpetualtraffic.com

https://perpetualtraffic.com/advertise-with-us/

Download your free Tier 11’s nCAC calculator at: https://www.tiereleven.com/ncac
How do you acquire new customers without frustrating the ones you already have? It’s a delicate balance that’s harder than it seems, especially when you think you've reached your market saturation.

In this episode, we revisit a case study of a business that thought it had tapped out its market but was still able to scale quickly and profitably. We offered data-driven customer segmentation, personalized ads, and targeted creative hooks.

Our results within about six months included a 52.7% year-over-year increase in total subscribers, nearly 20% growth in web subscribers despite a price increase, and 156% growth in app subscribers.

In This Episode:
- New customer acquisition and targeting challenges
- How data-driven insights helped scale memberships
- Solution: personalizing ad creatives and hooks by state
- Results and key takeaways from the case study

Mentioned in the Episode:
Partner with Tier 11’s Marketing Experts: https://www.tiereleven.com/apply
Tier 11’s Data Suite https://www.tiereleven.com/what-we-do/data-suite

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now
Mentioned in this episode:
We’re opening up sponsorship spots for Q1 and Q2!
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
Apply for an ad spot on Perpetual Traffic for Q1 or Q2.
Visit www.perpetualtraffic.com today to secure your spot!
Apply for an ad spot on Perpetual Traffic for Q1 or Q2.
Visit www.perpetualtraffic.com today to secure your spot!

Are you scaling ad spend but getting worse results? If your ROAS looks amazing while your growth stalls, you might be optimizing for the wrong thing, and it’s costing you more than you think.
In this episode, I sit down with Scott Desgrosseilliers from Wicked Reports to break down one of the best case studies we’ve ever run at Tier 11. After five consecutive missed forecasts, we made a bold move and achieved incredible results.

We cut over 90% of Amazon spend and reallocated the budget to top-of-funnel channels. The result? Four straight quarters of growth, lower customer acquisition costs, and a massive increase in MER.

We show you how we used multi-touch attribution, incrementality testing, and creative strategy to drive real business outcomes. If you’ve ever questioned whether your “best” channels are holding you back, this case study will help rethink and optimize your ad budget allocation.

In This Episode:
- Case study: Five missed forecasts and rising CAC
- Meta’s recycling loop explained
- AOV and LTV of premium products
- Why Google’s nCAC is misleading
- Decoding direct traffic on Google
- Incrementality testing of Amazon and Google
- Results of cutting Amazon spend by 91%
- Analyzing the risks of budget reallocation
- Scaling the top funnel mix
- Wicked Reports breakdown
- Organic lift and MER from paid ads
- Action steps for brands

Mentioned in the Episode:
Partner with Tier 11’s Marketing Experts: https://www.tiereleven.com/apply
Tier 11’s Data Suite https://www.tiereleven.com/what-we-do/data-suite
Watch the Episode on YouTube: https://perpetualtraffic.com/youtube

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Scott Desgrosseilliers:
Website - https://www.wickedreports.com/
LinkedIn - https://www.linkedin.com/in/scottd71/

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now
Mentioned in this episode:
Apply for an ad spot on Perpetual Traffic for Q1 or Q2.
Visit www.perpetualtraffic.com today to secure your spot!
We’re opening up sponsorship spots for Q1 and Q2!
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/

Apply for our free $10,000 audit of your digital strategy: https://www.tiereleven.com/audit

Why do some prospects respect you while others walk all over you? When you feel like you’re chasing the sale instead of controlling it, you’re already losing. Neediness kills deals, and most marketers don’t even realize how often they signal it.

In this episode, we revisit a conversation I had with Oren Klaff on why traditional sales tactics, including being polite, agreeable, and even “professional,” actually sabotage your results. We get into frame control, status dynamics, and the subtle behaviors that instantly shift power in high-stakes deals.

If you’re running an agency, selling high-ticket services, or managing enterprise clients, this conversation will challenge how you show up on every call. You cannot sell from a low-status position. Listen to the discussion closely, and you’ll start spotting where you’ve been giving away leverage without even knowing it.

In This Episode:
- Oren’s “lose my number” story
- Why neediness kills deals
- Stop saying please and thank you
- Reframing the status and power dynamics
- Anchoring your value system
- Handling discount requests from buyers
- The “final boss” negotiation tactic

Listen to the Full Episode with Oren Klaff:
YouTube: https://www.youtube.com/watch?v=3s82Goe9d2k
Website: https://perpetualtraffic.com/podcast/episode-745-stop-losing-clients-master-saying-the-quiet-part-out-loud-to-close-deals/

Buy Oren Klaff’s Books:
Pitch Anything: https://a.co/d/fRAqAby
Flip The Script: https://a.co/d/hTcp9lP

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Oren Klaff:
Website - https://orenklaff.com/
LinkedIn - https://www.linkedin.com/in/orenklaff/
Newsletter- https://pitchanything.com/

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now
Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/
We’re opening up sponsorship spots for Q1 and Q2!
https://perpetualtraffic.com/advertise-with-us/
https://www.tiereleven.com/audit
https://www.tiereleven.com/audit