If you’ve been trying to find a book to read that will take your marketing abilities to the next level, then keep reading this.
I recently ended up reading DotCom Secrets by Russell Brunson. It was my 2nd time reading the book and I discovered, much more, reading it the second time around.
It’s one of those books that you need to check out several times to completely understand it. And even then, it’s still not enough.
Brunson stated in the introduction 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 relevant. Even with marketing methods continuously changing, this book will stay incredibly useful in marketing no matter the year (possibly not the year 2700, however you never know).
What’s in the book?
In the book, there are 5 various sections.
Section One; Ladders and Funnels
In this area, Brunson talks about value ladders and funnels.
The value ladder is what you’re offering to your consumers. So 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 specific value ladder are examples of what a dentist can use.
The consumer comes in for a routine tooth cleansing. The dental expert says that your teeth might be lightened a little bit. So he then up-sells you on teeth lightening. And after that after the whitening, he up-sells the retainer by saying that you could gain from making use of a retainer. The dental professional says that you can benefit from cosmetic dentistry.
Each step up the ladder, the price increases and up.
Think about your organisation and see what you can include in your worth ladder.
In the other parts of this area, Russell informs 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 get in the funnel and convert as much of them as possible and have them return for more.
But prior to all of that, you first need to find 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 attempt and ruin too much for you, however the tail end of area one is “the 3 types of traffic”.
The three types of traffic are 1. traffic you manage 2. traffic you do not control 3. traffic you own.
Brunson enters into great detail on the three types of traffic so I recommend you have a look at the book for yourself (click here for the DotCom Secrets).
Area Two; Your Communication/ Follow-up Funnel
In this section, Brunson goes over the appealing character and what it means for your funnels (if you do not have an attractive character, then your funnels will not be successful).
The attractive character is somebody customers can relate too (i.e someone who was in a comparable position as the consumer, or an influencer of sorts).
Brunson also discusses the correct emails you need to send out to your consumers after they have actually registered for your email list. He even gives you scripts!
Prior to he liquidates the chapter, he offers you his “daily Seinfeld series” for e-mails. Who doesn’t enjoy Seinfeld?? This chapter was pure gold, so once again, I suggest you get a copy of the book to find out more!
Area Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).
This section is all about funnels. How to create them, how to handle them, how to utilize them in the best possible way so you can see the very best outcomes.
He speaks about the different kinds of funnels and the correct method to utilize each of those, where to put them, and he speaks about the foundation of a funnel which was actually cool to see.
I was amazed by simply just how much info he gave away in this section. He could’ve kept back a little bit, but he went full throttle in offering detail.
Section Four; Funnels and Scripts.
In this section, Brunson goes over the various types of deals you can do for your funnels.
Do you know what else he carries out in this section? He provides more e-mail scripts!
The scripts he gives work for the different types of funnels you run. ; there is a chapter in this area titled “The Perfect Webinar” and in that chapter, he provides you email scripts that work well for webinars that you are hosting.
He goes into greater information about the various types 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 site where you can decide on templates for a funnel and edit it to your taste.
DotCom Secrets is a detailed crash course in online marketing. It’s the conclusion of Russell Brunson’s 10+ years of building his own multimillion-dollar services online and his experience assisting thousands of other people develop effective 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 developed the fastest-growing non-venture-capital-backed SaaS business– ClickFunnels.
If you want to achieve success selling online, you need to certainly have a look at ClickFunnels. They make it easy to attempt before you purchase with a 14 day complimentary trial.
Brunson is the real offer, therefore is DotCom Secrets. It’s complete of actual, actionable steps for building and growing any company online. No gimmicks, no fluff.
It is essential to comprehend that despite the fact that I’m certifying internet marketing as if it’s something various entirely than plain old conventional marketing, it’s not. You may see internet marketing and believe “that’s for those internet master guys who offer courses and things. I have a brick and mortar service organisation, so that’s not for me” and totally neglect what I’m about to state.
That’s when I would scream “WRONG”!
Call it what you want– digital marketing, web marketing, e-marketing– it’s all MARKETING.
I state this due to the fact that we’re getting to the point where we don’t even need to qualify shopping online as online shopping anymore, or shops online as e-commerce; it’s simply shopping and commerce.
It’s just the method customer behavior is heading. Even for organisations that have a physical presence, the majority of customers will have their very first interaction with the business online long before they ever appear personally.
Here are the facts: year after year, more individuals are spending more of their money online. Check this out from Business Insider (focus mine):.
The variety of online shoppers has grown by nearly 20 million from 2015 to 2016. And these 224 million shoppers are investing more, as the overall amount spent online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. These consumers are negotiating more regularly, as the number of online deals has actually increased by 115 million from 2015 to 2016.
Is it truly all that unexpected? I’m not that surprised. You can purchase anything online at this point, even a significant other (they don’t deliver by means of Prime, however, so it’s not worth it to wait for more than two days).
Understand that you need to understand how to reach and offer to individuals online? Good.
Exceed the book. Benefit from almost 50 pages of notes that work as the ideal companion to DotCom Secrets.
Why DotCom Secrets?
Given the abovementioned realities about customer habits and the basic direction of marketing and commerce, understanding and mastering selling in the digital area has ended up being necessary.
Companies that want to make it through, grow, and flourish now and into the future should for that reason comprehend how to reach and offer to individuals over the internet.
It’s that basic.
Just because the sale takes place in digital space, or at least partly in digital area, doesn’t imply you require to rethink whatever you know about sales and selling. Many of the tried and real sales concepts that have actually been utilized because organisations first existed are still being used successfully, however they are being integrated and hybridized to optimum result for the digital frontier.
From crossover sales to selling online one-for-one, there are a number of unique tools, techniques, and methods particular to the online landscape that build on fundamental sales concepts.
This mix of the old and the new is at the foundation of what makes up online marketing as we know it today, and it is the focus of Russell Brunson’s (attempt I state work of art?) DotCom Secrets.
If you wish to be successful online, you have to understand what these strategies are and how to utilize them.
Russell Brunson didn’t create the majority of the methods and methods in the book, nor does he declare to. You can find informative products that similarly lay out a number of the subjects he provides in DotCom Secrets.
None of these other products, nevertheless, present the information in such an easy-to-follow format as DotCom Secrets. In most cases they likewise don’t take such a holistic technique.
In DotCom Secrets, Brunson links all the small details that comprise an effective online company, while also ensuring the reader never ever loses sight of the big picture: exponential organisation development.
Not just does he break down how present businesses effectively market and offer their products online, he offers a step-by-step plan for you to duplicate it within your own business. It has actually been my experience that this is the area where many similar guides most importantly fall short. They concentrate on theory and fail on actionable info.
In other words, if you wish to learn how to sell online– be it physical products, digital items, training, or in-person services– you simply HAVE to read this book.
THE SECRET FORMULA.
Brunson starts with the foundation of showing you how to figure out who your consumers 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 build your deals, and BAM– you’ll be swimming in cash within 12 hours …
Okay, so it’s not that easy.
Let me be clear: this book is not a guide to getting rich fast, making a fast buck, or using some loophole to rank on Google or Amazon.
The strength of this book is that the material is evergreen, indicating it’ll be just as real tomorrow as it will be 10 years from now. Even if we have flying cars and trucks and jetpacks, there is no changing the psychology of why individuals purchase.
That hardwiring will be with us permanently, which suggests that the tools you utilize to execute the methods in the book might alter, however the techniques will stay the very same. The remaining power that the Secret Formula has is a testimony to Brunson’s capability to boil the range of tools, strategies, and tactics down to bite-sized and highly-actionable pieces.
What Are Sales Funnels?
After the breakdown of exactly how the Secret Formula works, the bulk of DotCom Secrets discusses the production and implementation of different types of sales funnels online.
But exactly what are sales funnels?
Sales funnels are the sequence of interactions a customer has with a business online throughout the purchase process. It’s the literal pages they check out previously, during, and after they purchase something.
You may feel daunted initially, considering developing sales funnels.
You can quash any concerns or fears you have concerning the technical elements of building sales funnels, or any webpages online for that matter, as soon as you get this book.
Brunson does not desire you to get hung up on this when you’re dealing with your method.
This is NOT where entrepreneur and entrepreneurs require to be spending their time. Whatever discussed in the book can be created quickly, without any previous technical or coding knowledge, utilizing the drag-and-drop page home builder in ClickFunnels.
ClickFunnels was developed by Russell Brunson so that entrepreneurs like you and I can concentrate on the important things that drive our company forward– not on the technical aspects. My team and I use ClickFunnels and we enjoy it.
DotCom Secrets teaches and preaches the effectiveness of a well-built sales funnels, however if you think you belong in the innovative positioning class you can avoid best to the totally free 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS business, here.
Whether or not you use a simplified solution depends on you, however the ideas that drive the success of sales funnels are true throughout any number of platforms. If you have the coding chops, all the more power to you.
Sales funnels work and they operate in a huge way. It doesn’t matter if you utilize ready-made-software or if you do the work yourself.
When you have your own website and platform for offering things online (as you absolutely should), then by using sales funnels, as well as the principles in DotCom Secrets, you’ll have the ability to manage this whole process. It it also important to remember that sales funnels aren’t just for offering products.
In Secrets, Brunson keeps this flexibility well within the book’s scope and always in focus. He sets out several methods for constructing 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 explains how sales funnels can turn a 5- or 6-figure organisation into a 7- or 8-figure organisation– without any upward border for possible future development.
At the risk of seeming like a broken record, this book isn’t about a get rich quick plan. And I was skeptical in the beginning that it might be yet another pump and dump info item.
Not the case in the least.
The charm of Brunson’s explanation is that he concentrates on the psychological aspects at play that are affecting the decision-making of a client. By doing things such as building trust, easing worries, and removing threat, DotCom Secrets details how you can not just increase the revenue capacity of a single customer, but you can likewise develop a long-lasting fan of your business.
In this way, sales funnels are actually no various than the traditional selling procedure old school salesmen have actually been sharpening for years. Sales funnels merely adapt sales letters, sales calls, and knocking on doors to the digital space and enhance the purchasing experience for your clients and optimize your revenue.
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 selling things and finding clients/customers from the web (i.e., virtually all organisations), then the answer 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 Secrets either.
He also provides links to free digital resources that assist readers internalize and act upon the ideas presented in the book. Packed with highly consumable graphics, funnel blueprints, sales scripts, and evergreen techniques, this book has actually become a (dog-eared) staple of the tiny library of business books I keep on a shelf beside my desk.
Most importantly, you can get a complimentary copy (just pay shipping) straight from Russell Brunson at the link below. He’s not going to be providing this book away free of charge forever, so make sure you claim your copy before they are all gone– or before he begins charging what this book is actually worth.
It’s worth noting that Brunson isn’t handing out 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 highlight crucial passages.
You ought to see my copy. Every page is brilliant yellow and there’s a stack of dead highlighters next to my desk. I’ve been called a highlighter addict before however, so that’s simply 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 incredibly easy to understand and are “engineered for instant recall.”.
Those are Brunson’s words, not mine, however he struck the nail on the head.
I know it appears like I have actually been gushing about this title and yes, I might have a guy crush on Russell Brunson, but for me this book has been a valuable tool. Marketing and sales in digital areas can seem so frustrating. There are many moving pieces and variables that a book like DotCom Tricks that makes sense of the insanity in such a practical way really stands out from the crowd.
It’s complete of actual, actionable actions for building and growing any company online. And these 224 million consumers are investing more, as the overall amount spent online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. Not just does he break down how existing companies effectively market and sell their items online, he provides a detailed plan for you to reproduce it within your own organisation. Brunson begins with the foundation of showing you how to figure out who your consumers are, where they are online, how to discover them, and how to get their attention. If you check out absolutely nothing else prior to you start offering online, read this book.
Check out Dotcom Secrets for FREE Here.