If you’ve been searching for a book to read that will take your marketing skills to the next level, then keep reading this.
I recently ended up reading DotCom Secrets by Russell Brunson. It was my 2nd time checking out the book and I found out, even more, reading it the 2nd time around.
It’s one of those books that you have to read multiple times to fully grasp it. And even then, it’s still not enough.
Brunson said in the introduction of the book that his objective was to keep the book evergreen for years and years to come.
By evergreen, he wishes to keep the book appropriate. Even with marketing techniques constantly changing, this book will remain extremely beneficial in marketing no matter the year (perhaps not the year 2700, however you never ever understand).
What’s in the book?
In the book, there are 5 various sections.
Section One; Ladders and Funnels
In this section, Brunson discusses worth ladders and funnels.
The value ladder is what you’re offering to your customers. So to utilize the example in the book, the value ladder for a dental professional would look something like this:
- Teeth cleaning
Those 4 steps in this particular value ladder are examples of what a dentist can use.
The consumer comes in for a routine tooth cleansing. Then the dentist states that your teeth could be bleached a bit. He then up-sells you on teeth bleaching. And then after the bleaching, he up-sells the retainer by stating that you could benefit from using a retainer. The dentist says that you can benefit from cosmetic dentistry.
Each step up the ladder, the cost increases and up.
Consider your organisation and see what you can include in your value ladder.
In the other parts of this area, Russell tells you how to best go about starting your sales funnel( s).
A funnel moves people through the sales procedure. The objective is to have them enter the funnel and convert as a lot of them as possible and have them come back for more.
Prior to all of that, you initially have to figure out who your dream customers are. Russell made it pretty clear in the book that without this knowledge, you will not prosper in running effective funnels.
I’m not going to attempt and spoil too much for you, however the tail end of section one is “the three types of traffic”.
The three kinds of traffic are 1. traffic you manage 2. traffic you don’t manage 3. traffic you own.
Brunson goes into terrific detail on the three types of traffic so I suggest you have a look at the book for yourself (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 appealing character is someone customers can relate too (i.e somebody who remained in a comparable position as the consumer, or an influencer of sorts).
Brunson also goes over the proper emails you require to send out to your customers after they have actually signed up for your email list. He even provides you scripts!
Before he liquidates the chapter, he gives you his “everyday Seinfeld sequence” for emails. Who does not enjoy Seinfeld?? This chapter was pure gold, so again, I suggest you pick up a copy of the book to discover more!
Section Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).
This area is all about funnels. How to produce them, how to handle them, how to utilize them in the best possible way so you can see the best outcomes.
He discusses the different kinds of funnels and the appropriate way to use each of those, where to place them, and he talks about the foundation of a funnel which was truly cool to see.
I was amazed by just just how much information he gave away in this area. He could’ve kept back a little bit, but he went full throttle in offering information.
Area Four; Funnels and Scripts.
In this area, Brunson goes over the various kinds of deals you can do for your funnels.
Do you know what else he carries out in this section? He gives more email scripts!
The scripts he gives work for the different types of funnels you run. For example; there is a chapter in this section titled “The Perfect Webinar” and because chapter, he gives you email scripts that work well for webinars that you are hosting.
And lastly, he enters into greater information about the different kinds of funnels (i.e frontend funnel, middle and worth ladder funnel, and backend funnels).
Area Five; Clickfunnels.
In the last section, he reveals you the power of Clickfunnels. For those of you who don’t know what Clickfunnels is, it is simply a website where you can pick templates for a funnel and edit it to your liking.
DotCom Secrets is a comprehensive crash course in internet marketing. It’s the culmination of Russell Brunson’s 10+ years of developing his own multimillion-dollar businesses online and his experience assisting countless other people develop effective business.
If you’ve spent any amount of time on the planet of web marketing, then you’ve most likely heard of Russell before. He’s authored a couple of books currently and has actually developed the fastest-growing non-venture-capital-backed SaaS service– ClickFunnels.
If you wish to be successful selling online, you should definitely have a look at ClickFunnels. They make it easy to attempt prior to you purchase with a 14 day totally free trial.
Brunson is the genuine deal, and so is DotCom Secrets. It’s full of actual, actionable steps for building and growing any company online. No gimmicks, no fluff.
It’s important to comprehend that even though I’m qualifying web marketing as if it’s something different completely than plain old traditional marketing, it’s not. You might see online marketing and think “that’s for those internet guru people who sell courses and stuff. I have a physical service company, so that’s not for me” and entirely neglect what I’m about to say.
That’s when I would yell “WRONG”!
Call it what you desire– digital marketing, web marketing, e-marketing– it’s all MARKETING.
I state this because we’re specifying where we don’t even need to certify shopping online as online shopping any longer, or stores online as e-commerce; it’s simply shopping and commerce.
It’s just the method consumer habits is heading. Even for businesses that have a physical existence, a lot of consumers will have their first interaction with the business online long before they ever appear in person.
Here are the truths: every year, more individuals are spending more of their cash online. Check this out from Business Insider (emphasis mine):.
The variety of online shoppers has actually grown by almost 20 million from 2015 to 2016. And these 224 million consumers are investing more, as the overall quantity invested online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. Finally, these consumers are negotiating more frequently, as the number of online deals has increased by 115 million from 2015 to 2016.
But is it truly all that unexpected? I’m not that stunned. You can buy anything online at this moment, even a better half (they don’t deliver through Prime, however, so it’s not worth it to await more than two days).
Realize that you require to know how to reach and offer to individuals online? Excellent.
Exceed the book. Take advantage of nearly 50 pages of notes that act as the ideal companion to DotCom Secrets.
Why DotCom Secrets?
Provided the aforementioned truths about customer behavior and the basic instructions of marketing and commerce, understanding and mastering selling in the digital area has actually ended up being essential.
Business that want to endure, grow, and grow now and into the future must therefore comprehend how to reach and offer to people over the internet.
It’s that simple.
Even if the sale takes place in digital area, or a minimum of partly in digital space, does not indicate you need to rethink whatever you understand about sales and selling. Much of the attempted and true sales principles that have actually been used considering that organisations first existed are still being utilized effectively, however they are being combined and hybridized to optimum result for the digital frontier.
From crossover sales to selling online one-for-one, there are a number of special tools, methods, and methods specific to the online landscape that build on essential sales principles.
This blend of the old and the brand-new is at the foundation of what makes up internet marketing as we know it today, and it is the focus of Russell Brunson’s (attempt I state masterpiece?) DotCom Secrets.
If you want to achieve success online, you need to understand what these methods are and how to utilize them.
Russell Brunson didn’t invent the majority of the methods and strategies in the book, nor does he declare to. You can find educational items that similarly outline a number of the topics he presents in DotCom Secrets.
None of these other products, nevertheless, present the details in such an easy-to-follow format as DotCom Secrets. In many cases they likewise do not take such a holistic method.
In DotCom Secrets, Brunson links all the small details that make up an effective online business, while likewise making certain the reader never ever forgets the big picture: rapid company development.
Not only does he break down how current services successfully market and sell their items online, he provides a detailed plan for you to replicate it within your own organisation. It has been my experience that this is the area where many similar guides most importantly fail. They concentrate on theory and fall short on actionable information.
Simply put, if you wish to find out how to offer online– be it physical items, digital products, training, or in-person services– you simply HAVE to read this book.
THE SECRET FORMULA.
Brunson begins with the structure of revealing you how to determine who your clients are, where they are online, how to discover them, and how to get their attention. He calls it the Secret Formula. Once you’ve got their attention you can construct your deals, and BAM– you’ll be swimming in cash 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 buck, or using some loophole to rank on Google or Amazon.
The strength of this book is that the material is evergreen, meaning it’ll be just as real tomorrow as it will be 10 years from now. Even if we have flying automobiles and jetpacks, there is no changing the psychology of why people buy.
That hardwiring will be with us forever, which indicates that the tools you use to execute the techniques in the book might alter, but the methods will stay the very same. The remaining power that the Secret Formula has is a testament to Brunson’s ability to boil the range of tools, techniques, and strategies 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 goes over the creation and release of various kinds of sales funnels online.
What precisely are sales funnels?
Sales funnels are the sequence of interactions a client has with a company online during the purchase procedure. It’s the literal pages they visit before, during, and after they purchase something.
You might feel intimidated at first, thinking about building sales funnels.
You can quash any concerns or worries you have regarding the technical elements of building sales funnels, or any websites online for that matter, as quickly as you pick up this book.
Brunson doesn’t desire you to get hung up on this when you’re working on your method.
This is NOT where business owners and business owners need to be investing their time. Everything gone over in the book can be created quickly, with no prior technical or coding knowledge, using the drag-and-drop page builder in ClickFunnels.
ClickFunnels was produced by Russell Brunson so that business owners like you and I can focus on the important things that drive our organisation forward– not on the technical elements. My team and I use ClickFunnels and we love it.
DotCom Secrets teaches and preaches the efficiency of a durable sales funnels, however if you think you belong in the advanced placement class you can avoid right to the free 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS company, here.
Whether or not you utilize a simplified option is up to you, but the principles that drive the success of sales funnels are true throughout any variety of platforms. If you have the coding chops, all the more power to you.
Sales funnels work and they work in a huge 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 offering things online (as you definitely need to), then by making use of sales funnels, in addition to the principles in DotCom Secrets, you’ll be able to manage this whole procedure. It it also essential to keep in mind that sales funnels aren’t just for offering products.
In Secrets, Brunson keeps this versatility well within the book’s scope and always in focus. He sets out several strategies for developing sales funnels for any type of product or service.
It all starts with the Secret Formula (which isn’t that secret actually). By using pre-frames, upsells, downsells, and more, Brunson explains how sales funnels can turn a 5- or 6-figure organisation into a 7- or 8-figure company– with no upward border for potential future development.
At the danger of sounding like a broken record, this book isn’t about a get rich quick plan. And I was doubtful in the beginning that it might be yet another pump and discard information item.
Not the case in the least.
The appeal of Brunson’s description is that he concentrates on the psychological components at play that are affecting the decision-making of a consumer. By doing things such as constructing trust, allaying worries, and removing risk, DotCom Tricks information how you can not only increase the profits capacity of a single client, but you can also develop a long-lasting fan of your company.
In this way, sales funnels are truly no various than the standard selling process traditional salespeople have actually been honing for years. Sales funnels simply adapt sales letters, sales calls, and knocking on doors to the digital area and optimize the purchasing experience for your customers and optimize your profits.
… Should I Read It?
If you have actually been interested enough to read this far, then this book is for you.
If you presently are or will in the future be offering things and discovering clients/customers from the web (i.e., virtually all services), then the response is an unfaltering YES. Yes, this book is for you. If you read nothing else before you begin selling online, read this book.
Russell Brunson’s insight isn’t restricted to living in between the covers of DotCom Tricks either.
He likewise offers links to totally free digital resources that help readers internalize and act upon the concepts presented in the book. Loaded with highly consumable graphics, funnel plans, sales scripts, and evergreen methods, this book has actually ended up being a (dog-eared) staple of the tiny library of business books I continue a rack beside my desk.
Best of all, you can get a complimentary copy (just pay shipping) straight from Russell Brunson at the link listed below. He’s not going to be providing this book away for free permanently, so ensure you claim your copy before they are all gone– or prior to he begins charging what this book is actually worth.
It’s worth keeping in mind that Brunson isn’t giving away a PDF or a digital copy of his amazing book. It’s a physical copy that you can touch and hold. You can write in the margins, photocopy the images, and highlight vital passages.
You ought to see my copy. Every page is brilliant yellow and there’s a pile of dead highlighters beside my desk. I’ve been called a highlighter junkie prior to however, so that’s simply me.
The Bottom Line.
The bottom line is that I love DotCom Tricks. It is all info and no frills. The writing style is concise and structured and the accompanying graphics are incredibly easy to understand and are “engineered for instant recall.”.
Those are Brunson’s words, not mine, but he hit the nail on the head.
I know it looks like I have been gushing about this title and yes, I may have a male crush on Russell Brunson, but for me this book has 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 understands the insanity in such a practical way really stands out from the crowd.
It’s full of actual, actionable actions for building and growing any business online. And these 224 million buyers are spending more, as the total amount spent online grew from $61 billion in the very first quarter of 2015 to $68 billion in Q1 2016. Not only does he break down how current companies successfully market and sell their products online, he offers a step-by-step blueprint for you to replicate it within your own business. Brunson begins with the structure of showing you how to figure out who your customers are, where they are online, how to find them, and how to get their attention. If you check out nothing else before you start offering online, read this book.
Check out Dotcom Secrets for FREE Here.