If you’ve been trying to find a book to check out that will take your marketing skills to the next level, then keep reading this.
I just recently completed reading DotCom Secrets by Russell Brunson. It was my 2nd time reading the book and I discovered, a lot more, reading it the 2nd time around.
It’s one of those books that you need to check out multiple times to totally grasp it. And even then, it’s still insufficient.
Brunson stated in the intro of the book that his goal was to keep the book evergreen for many years and years to come.
By evergreen, he wishes to keep the book pertinent. Even with marketing techniques continuously altering, this book will stay exceptionally helpful in marketing no matter the year (possibly not the year 2700, however you never ever know).
What’s in the book?
In the book, there are 5 different sections.
Section One; Ladders and Funnels
In this area, Brunson discusses value ladders and funnels.
The value ladder is what you’re selling to your customers. To utilize the example in the book, the worth ladder for a dentist would look something like this:
- Teeth cleaning
Those 4 steps in this particular value ladder are examples of what a dentist can offer.
The customer comes in for a regular tooth cleaning. And then after the whitening, he up-sells the retainer by saying that you could benefit from the usage of a retainer.
Each step up the ladder, the rate increases and up.
Think of your business and see what you can consist of in your value ladder.
In the other parts of this section, Russell tells you how to best go about starting your sales funnel( s).
A funnel moves people through the sales procedure. The goal is to have them go into the funnel and transform as many of them as possible and have them return for more.
However prior to all of that, you first need to figure out who your dream customers are. Russell made it pretty clear in the book that without this understanding, you will not be successful in running successful funnels.
I’m not going to try and ruin excessive for you, but the last part of section one is “the 3 types of traffic”.
The three types of traffic are 1. traffic you control 2. traffic you do not manage 3. traffic you own.
Brunson goes into terrific detail on the three types of traffic so I recommend you have a look at the book on your own (click here for the DotCom Secrets).
Section Two; Your Communication/ Follow-up Funnel
In this area, Brunson discusses the attractive character and what it implies for your funnels (if you do not have an appealing character, then your funnels will not be successful).
The attractive character is somebody customers can relate too (i.e someone who remained in a comparable position as the consumer, or an influencer of sorts).
Brunson likewise discusses the appropriate emails you need to send to your customers after they have registered for your email list. He even provides you scripts!
Prior to he closes out the chapter, he offers you his “day-to-day Seinfeld sequence” for emails. Who doesn’t like Seinfeld?? This chapter was pure gold, so once again, I suggest you pick up a copy of the book to discover more!
Area Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).
This area is everything about funnels. How to create them, how to manage them, how to utilize them in the best possible method so you can see the very best outcomes.
He talks about the various kinds of funnels and the correct way to use each of those, where to position them, and he talks about the foundation of a funnel which was actually cool to see.
I was amazed by simply how much info he handed out in this section. He could’ve kept back a bit, however he went full throttle in providing information.
Area Four; Funnels and Scripts.
In this section, Brunson talks about the various types of offers you can do for your funnels.
Do you understand what else he does in this area? He offers more e-mail scripts!
The scripts he gives work for the various types of funnels you run. ; there is a chapter in this area entitled “The Perfect Webinar” and in that chapter, he gives you email scripts that work well for webinars that you are hosting.
And lastly, he enters into greater detail about the various kinds of funnels (i.e frontend funnel, middle and value ladder funnel, and backend funnels).
Area Five; Clickfunnels.
In the last section, he shows you the power of Clickfunnels. For those of you who don’t know what Clickfunnels is, it is just a site where you can decide on design templates for a funnel and modify it to your preference.
DotCom Secrets is a thorough crash course in online marketing. It’s the conclusion of Russell Brunson’s 10+ years of developing his own multimillion-dollar companies online and his experience assisting thousands of other individuals construct successful companies.
If you’ve spent any amount of time in the world of web marketing, then you’ve most likely become aware of Russell prior to. He’s authored a couple of books currently and has actually constructed the fastest-growing non-venture-capital-backed SaaS company– ClickFunnels.
If you wish to be successful selling online, you ought to certainly check out ClickFunnels. They make it easy to attempt before you purchase with a 14 day totally free trial.
Brunson is the real deal, and so is DotCom Secrets. It’s full of actual, actionable actions for building and growing any company online. No tricks, no fluff.
It is essential to comprehend that although I’m qualifying web marketing as if it’s something different entirely than plain old conventional marketing, it’s not. You may see internet marketing and think “that’s for those internet guru guys who offer courses and things. I have a brick and mortar service company, so that’s not for me” and completely overlook what I’m about to state.
That’s when I would yell “WRONG”!
Call it what you desire– digital marketing, online marketing, e-marketing– it’s all MARKETING.
I state this because we’re getting to the point where we don’t even need to qualify shopping online as online shopping any longer, or stores online as e-commerce; it’s just shopping and commerce.
It’s merely the method customer habits is heading. Even for companies that have a physical existence, the majority of customers will have their first interaction with the business online long prior to they ever show up face to face.
Here are the realities: every year, more people are investing more of their cash online. Check this out from Business Insider (focus mine):.
The number of online buyers has actually grown by nearly 20 million from 2015 to 2016. And these 224 million buyers are investing more, as the total quantity invested online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. Lastly, these consumers are transacting more frequently, as the variety of online transactions has increased by 115 million from 2015 to 2016.
However is it really all that unexpected? I’m not that shocked. You can purchase anything online at this moment, even a better half (they don’t deliver via Prime, though, so it’s not worth it to wait on more than two days).
Realize that you need to know how to reach and offer to individuals online? Excellent.
Surpass the book. Benefit from almost 50 pages of notes that work as the ideal companion to DotCom Secrets.
Why DotCom Secrets?
Given the previously mentioned realities about consumer behavior and the basic instructions of marketing and commerce, understanding and mastering selling in the digital area has ended up being important.
Business that want to endure, grow, and grow now and into the future should for that reason understand how to reach and offer to individuals online.
It’s that simple.
Just because the sale takes place in digital area, or a minimum of partly in digital area, doesn’t imply you require to reconsider whatever you learn about sales and selling. Much of the attempted and true sales concepts that have actually been used since businesses first existed are still being used successfully, but they are being integrated and hybridized to optimal result for the digital frontier.
From crossover sales to offering online one-for-one, there are several unique tools, techniques, and strategies specific to the online landscape that build on fundamental sales concepts.
This blend of the old and the brand-new is at the foundation of what constitutes web marketing as we understand it today, and it is the focus of Russell Brunson’s (dare I state masterpiece?) DotCom Secrets.
If you wish to achieve success online, you need to know what these methods are and how to use them.
Russell Brunson didn’t create most of the techniques and methods in the book, nor does he declare to. You can discover educational products that likewise lay out a lot of the subjects he presents in DotCom Secrets.
None of these other products, nevertheless, present the info in such an easy-to-follow format as DotCom Secrets. In many cases they also don’t take such a holistic technique.
In DotCom Secrets, Brunson links all the small details that comprise a successful online business, while also making sure the reader never ever forgets the big picture: exponential organisation growth.
Not only does he break down how existing businesses effectively market and offer their items online, he provides a detailed blueprint for you to reproduce it within your own organisation. It has been my experience that this is the area where many comparable guides most importantly fall short. They concentrate on theory and fall short on actionable details.
In short, if you want to learn how to sell online– be it physical items, digital items, coaching, or in-person services– you just HAVE to read this book.
THE SECRET FORMULA.
Brunson begins with the foundation of showing you how to find out who your clients are, where they are online, how to find them, and how to get their attention. He calls it the Secret Formula. As soon as you’ve got their attention you can build your deals, and BAM– you’ll be swimming in money within 12 hours …
Okay, so it’s not that basic.
Let me be clear: this book is not a guide to getting rich quick, making a quick dollar, or utilizing some loophole to rank on Google or Amazon.
The strength of this book is that the material is evergreen, implying it’ll be just as real tomorrow as it will be 10 years from now. Even if we have flying vehicles and jetpacks, there is no changing the psychology of why people buy.
That hardwiring will be with us permanently, which suggests that the tools you use to carry out the techniques in the book might change, however the strategies will stay the very same. The remaining power that the Secret Formula has is a testimony to Brunson’s ability to boil the series of tools, strategies, and methods to bite-sized and highly-actionable pieces.
What Are Sales Funnels?
After the breakdown of precisely how the Secret Formula works, the bulk of DotCom Secrets talks about the development and implementation of various kinds of sales funnels online.
What precisely are sales funnels?
Sales funnels are the series of interactions a consumer has with a business online throughout the purchase process. It’s the actual pages they go to before, during, and after they buy something.
You might feel frightened in the beginning, thinking about developing sales funnels.
You can quash any issues or fears you have concerning the technical aspects of structure sales funnels, or any webpages online for that matter, as quickly as you get this book.
Brunson doesn’t want you to get hung up on this when you’re working on your strategy.
This is NOT where entrepreneur and business owners require to be investing their time. Everything gone over in the book can be produced quickly, without any prior technical or coding knowledge, using the drag-and-drop page home builder in ClickFunnels.
ClickFunnels was created by Russell Brunson so that entrepreneurs like you and I can concentrate on the things that drive our organisation forward– not on the technical aspects. My team and I use ClickFunnels and we like it.
DotCom Secrets teaches and preaches the effectiveness of a sturdy sales funnels, however if you think you belong in the advanced positioning class you can skip best to the complimentary 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS business, here.
Whether or not you use a simplified option is up to you, however the principles that drive the success of sales funnels hold true throughout any number of platforms. If you have the coding chops, all the more power to you.
Sales funnels work and they work in a big method. It doesn’t matter if you use ready-made-software or if you do the work yourself.
When you have your own site and platform for selling things online (as you definitely must), then by utilizing sales funnels, along with the principles in DotCom Secrets, you’ll be able to manage this entire process. It it likewise essential to keep in mind that sales funnels aren’t just for offering items.
In Secrets, Brunson keeps this adaptability well within the book’s scope and always in focus. He sets out several methods for developing sales funnels for any type of product or service.
Everything starts with the Secret Formula (which isn’t that secret really). By utilizing pre-frames, upsells, downsells, and more, Brunson describes how sales funnels can turn a 5- or 6-figure service into a 7- or 8-figure service– without any upward border for potential future development.
At the threat of sounding like a broken record, this book isn’t about a get rich fast scheme. And I was hesitant initially that it might be yet another pump and dump details product.
Not the case in the least.
The beauty of Brunson’s explanation is that he focuses on the psychological elements at play that are impacting the decision-making of a customer. By doing things such as building trust, allaying worries, and eliminating danger, DotCom Secrets information how you can not just increase the earnings potential of a single consumer, but you can also develop a lifelong fan of your business.
In this way, sales funnels are actually no different than the standard selling procedure old-fashioned salespeople have been honing for years. Sales funnels merely adjust sales letters, sales calls, and knocking on doors to the digital space and optimize the purchasing experience for your clients and optimize your earnings.
So … Should I Read It?
If you’ve been interested enough to read this far, then this book is for you.
If you currently are or will in the future be offering things and discovering clients/customers from the internet (i.e., essentially all companies), then the response is a dedicated YES. Yes, this book is for you. If you check out nothing else prior to you start selling online, read this book.
Russell Brunson’s insight isn’t confined to living between the covers of DotCom Tricks either.
He also provides links to complimentary digital resources that assist readers internalize and act upon the concepts presented in the book. Loaded with extremely consumable graphics, funnel plans, sales scripts, and evergreen methods, this book has actually ended up being a (dog-eared) staple of the mini library of company books I keep on a shelf next to my desk.
Best of all, you can get a free copy (just pay shipping) straight from Russell Brunson at the link listed below. He’s not going to be providing this book away totally free permanently, so make certain you claim your copy prior to they are all gone– or prior to he begins charging what this book is actually worth.
It’s worth noting that Brunson isn’t distributing a PDF or a digital copy of his incredible book. It’s a physical copy that you can touch and hold. You can write in the margins, photocopy the images, and emphasize vital passages.
You must see my copy. Every page is brilliant yellow and there’s a pile of dead highlighters beside my desk. I have actually been called a highlighter addict prior to however, so that’s just me.
The bottom line is that I enjoy DotCom Tricks. It is all information and no frills. The composing style is succinct and structured and the accompanying graphics are super easy to understand and are “engineered for immediate recall.”.
Those are Brunson’s words, not mine, however he struck the nail on the head.
I understand it appears like I have actually been gushing about this title and yes, I may have a man crush on Russell Brunson, but for me this book has actually been an important tool. Marketing and sales in digital spaces can appear so frustrating. There are numerous moving pieces and variables that a book like DotCom Secrets that makes sense of the insanity in such a practical method truly stands out from the crowd.
It’s full of real, actionable steps for structure and growing any company online. And these 224 million shoppers are spending more, as the total quantity invested online grew from $61 billion in the very first quarter of 2015 to $68 billion in Q1 2016. Not just does he break down how current companies effectively market and offer their products online, he offers a step-by-step blueprint for you to reproduce it within your own business. Brunson starts with the foundation of revealing you how to figure out who your clients are, where they are online, how to discover them, and how to get their attention. If you read absolutely nothing else prior to you begin offering online, read this book.