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 just recently finished reading DotCom Secrets by Russell Brunson. It was my second time reading the book and I found out, much more, reading it the 2nd time around.
It’s one of those books that you need to read numerous times to completely understand it. And even then, it’s still not enough.
Brunson stated 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 approaches continuously altering, this book will remain extremely beneficial in marketing no matter the year (perhaps 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 section, Brunson discusses value ladders and funnels.
The worth ladder is what you’re selling to your customers. So to use the example in the book, the value ladder for a dental professional would look something like this:
- Teeth cleansing
Those 4 steps in this specific value ladder are examples of what a dental professional can use.
The customer comes in for a routine tooth cleaning. Then the dentist says that your teeth could be whitened a little bit. So he then up-sells you on teeth whitening. And then after the bleaching, he up-sells the retainer by saying that you might benefit from the use of a retainer. The dental practitioner states that you can benefit from cosmetic dentistry.
Each step up the ladder, the price goes up and up.
Think of your organisation and see what you can include in your worth ladder.
In the other parts of this area, Russell tells you how to best tackle beginning your sales funnel( s).
A funnel moves people through the sales procedure. The goal is to have them enter the funnel and convert as a number of them as possible and have them return for more.
Prior to all of that, you first have to figure out who your dream clients are. Russell made it pretty clear in the book that without this understanding, you will not be successful in running effective funnels.
I’m not going to attempt and ruin excessive for you, but the last part of section one is “the three types of traffic”.
The three types of traffic are 1. traffic you manage 2. traffic you don’t manage 3. traffic you own.
Brunson goes into terrific information on the three kinds of traffic so I suggest you check out the book on your own (click here for the DotCom Secrets).
Area Two; Your Communication/ Follow-up Funnel
In this section, Brunson talks about the appealing character and what it indicates for your funnels (if you do not have an appealing character, then your funnels will not succeed).
The attractive character is somebody consumers can relate too (i.e somebody who remained in a comparable position as the customer, or an influencer of sorts).
Brunson also talks about the appropriate emails you require to send out to your consumers after they have actually signed up for your e-mail list. He even provides you scripts!
Prior to he closes out the chapter, he provides you his “daily Seinfeld series” for e-mails. Who doesn’t like Seinfeld?? This chapter was pure gold, so again, I recommend you get 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 produce them, how to manage them, how to utilize them in the very best possible way so you can see the best outcomes.
He speaks about the various kinds of funnels and the correct way to utilize each of those, where to place them, and he speaks about the foundation of a funnel which was really cool to see.
I was surprised by just how much information he gave away in this area. He might’ve kept back a bit, however he went full throttle in offering detail.
Section Four; Funnels and Scripts.
In this section, Brunson discusses the various types of offers you can do for your funnels.
Do you know what else he carries out in this area? He provides more e-mail scripts!
The scripts he gives work for the various types of funnels you run. For example; there is a chapter in this section entitled “The Perfect Webinar” and because chapter, he provides you email scripts that work well for webinars that you are hosting.
And finally, he goes into higher information about the different kinds of funnels (i.e frontend funnel, middle and worth ladder funnel, and backend funnels).
Section Five; Clickfunnels.
In the last area, he shows you the power of Clickfunnels. For those of you who don’t know what Clickfunnels is, it is simply a site where you can pick design templates for a funnel and edit it to your taste.
DotCom Secrets is a thorough refresher course in web marketing. It’s the conclusion of Russell Brunson’s 10+ years of developing his own multimillion-dollar organisations online and his experience helping thousands of other people develop effective business.
If you’ve spent any amount of time worldwide of internet marketing, then you’ve most likely heard of Russell before. He’s authored a few books currently and has developed the fastest-growing non-venture-capital-backed SaaS company– ClickFunnels.
If you want to be successful selling online, you must certainly check out ClickFunnels. They make it simple to attempt prior to you purchase with a 14 day complimentary trial.
Brunson is the genuine offer, therefore is DotCom Secrets. It’s full of actual, actionable actions for building and growing any business online. No tricks, no fluff.
It’s important to comprehend that even though I’m certifying online marketing as if it’s something different totally than plain old conventional marketing, it’s not. You might see online marketing and believe “that’s for those internet master guys who sell courses and things. I have a brick and mortar service organisation, so that’s not for me” and totally disregard what I will state.
That’s when I would yell “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 do not even need to certify shopping online as online shopping any longer, or stores online as e-commerce; it’s just shopping and commerce.
It’s simply the method customer habits is heading. Even for services that have a physical existence, a lot of customers will have their first interaction with the company online long prior to they ever appear in person.
Here are the realities: every year, more people are spending more of their money online. Check this out from Business Insider (emphasis mine):.
The variety of online consumers has grown by almost 20 million from 2015 to 2016. 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. Lastly, these customers are transacting more often, as the variety of online transactions has actually risen by 115 million from 2015 to 2016.
However is it actually all that unexpected? I’m not that stunned. You can buy anything online at this moment, even a better half (they do not ship through Prime, however, so it’s not worth it to wait for more than two days).
Understand that you require to understand how to reach and sell to people online? Good.
Exceed the book. Benefit from nearly 50 pages of notes that function as the best companion to DotCom Secrets.
Why DotCom Secrets?
Provided the aforementioned realities about consumer behavior and the general instructions of marketing and commerce, understanding and mastering selling in the digital area has become necessary.
Companies that want to make it through, grow, and flourish now and into the future must therefore understand how to reach and sell to people over the internet.
It’s that simple.
Just because the sale takes place in digital area, or at least partly in digital area, doesn’t indicate you need to rethink everything you know about sales and selling. A number of the attempted and true sales concepts that have been used because organisations first existed are still being used effectively, however they are being combined and hybridized to ideal result for the digital frontier.
From crossover sales to offering online one-for-one, there are numerous special tools, strategies, and strategies specific to the online landscape that build on basic sales principles.
This blend of the old and the brand-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 masterpiece?) DotCom Secrets.
If you want to be successful online, you have to understand what these methods are and how to utilize them.
Russell Brunson didn’t invent the majority of the strategies and techniques in the book, nor does he declare to. You can discover informative products that similarly detail much of the subjects he presents in DotCom Secrets.
None of these other items, however, present the details in such an easy-to-follow format as DotCom Secrets. In most cases they likewise do not take such a holistic approach.
In DotCom Secrets, Brunson links all the small details that comprise a successful online company, while also making certain the reader never ever loses sight of the big picture: exponential company growth.
Not just does he break down how existing businesses successfully market and sell their items online, he offers a detailed blueprint for you to reproduce it within your own business. It has actually been my experience that this is the area where lots of comparable guides crucially fail. They focus on theory and fall short on actionable details.
Simply put, if you want to find out how to offer online– be it physical products, digital products, training, or in-person services– you just HAVE to read this book.
THE SECRET FORMULA.
Brunson starts with the structure of revealing you how to figure out who your consumers are, where they are online, how to find them, and how to get their attention. He calls it the Secret Formula. When you’ve got their attention you can construct your deals, and BAM– you’ll be swimming in money within 12 hours …
Okay, so it’s not that simple.
Let me be clear: this book is not a guide to getting rich fast, 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, suggesting it’ll be just as true 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 execute the strategies in the book may change, but the techniques will stay the same. The staying power that the Secret Formula has is a testimony to Brunson’s ability to boil the variety of tools, strategies, and techniques 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 goes over the creation and deployment of different types of sales funnels online.
However what exactly are sales funnels?
Sales funnels are the series of interactions a client has with a company online during the purchase process. It’s the actual pages they go to in the past, during, and after they buy something.
You might feel intimidated at first, thinking of developing sales funnels.
You can quash any concerns or fears you have concerning the technical elements of building sales funnels, or any web pages online for that matter, as quickly as you pick up this book.
Brunson does not desire you to get hung up on this when you’re working on your strategy.
This is NOT where company owner and business owners need to be spending their time. Everything gone over in the book can be created quickly, with no previous technical or coding knowledge, utilizing the drag-and-drop page home builder in ClickFunnels.
ClickFunnels was created by Russell Brunson so that business owners like you and I can concentrate on the things that drive our organisation forward– not on the technical elements. My team and I utilize ClickFunnels and we enjoy it.
DotCom Secrets teaches and preaches the efficiency of a sturdy sales funnels, however if you believe you belong in the advanced placement class you can skip right to the free 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS business, here.
Whether or not you utilize a simplified option depends on you, but the principles that drive the success of sales funnels are true across any variety of platforms. If you have the coding chops, all the more power to you.
Sales funnels work and they operate 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 ought to), then by making use of sales funnels, in addition to the concepts in DotCom Secrets, you’ll be able to control this whole process. It it likewise essential to keep in mind that sales funnels aren’t just for selling items.
In Secrets, Brunson keeps this flexibility well within the book’s scope and always in focus. He sets out several methods for building sales funnels for any type of services or product.
It all starts with the Secret Formula (which isn’t that secret truly). By using pre-frames, upsells, downsells, and more, Brunson describes how sales funnels can turn a 5- or 6-figure company into a 7- or 8-figure business– without any upward limit for potential future growth.
At the risk of seeming like a broken record, this book isn’t about a get rich fast scheme. And I was skeptical initially that it might be yet another pump and discard info product.
Not the case in the least.
The charm of Brunson’s explanation is that he focuses on the psychological components at play that are impacting the decision-making of a customer. By doing things such as building trust, easing fears, and removing danger, DotCom Tricks information how you can not only increase the income potential of a single consumer, however you can likewise construct a lifelong fan of your company.
In this way, sales funnels are truly no various than the standard selling procedure old school salesmen have actually been developing for decades. Sales funnels merely adjust sales letters, sales calls, and knocking on doors to the digital area and optimize the purchasing experience for your consumers and optimize your income.
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 businesses), then the response is an unwavering YES. Yes, this book is for you. If you read nothing else prior to you begin selling online, read this book.
Russell Brunson’s insight isn’t confined to living in between the covers of DotCom Tricks either.
He likewise supplies links to free digital resources that assist readers internalize and act upon the concepts provided in the book. Jam-packed with highly consumable graphics, funnel plans, sales scripts, and evergreen techniques, this book has become a (dog-eared) staple of the tiny library of organisation books I keep on a shelf next to 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 offering this book away free of charge permanently, so make sure you declare your copy prior to they are all gone– or prior to he begins charging what this book is really worth.
It’s worth keeping in mind that Brunson isn’t handing out a PDF or a digital copy of his fantastic book. It’s a physical copy that you can touch and hold. You can write in the margins, photocopy the images, and emphasize important passages.
You should see my copy. Every page is bright yellow and there’s a pile of dead highlighters next to my desk. I’ve been called a highlighter junkie prior to however, so that’s just me.
The bottom line is that I enjoy DotCom Secrets. It is all information and no frills. The composing design is concise and structured and the accompanying graphics are super easy to understand and are “crafted for instant recall.”.
Those are Brunson’s words, not mine, but he hit the nail on the head.
I understand it looks like I have actually been gushing about this title and yes, I might have a man crush on Russell Brunson, but for me this book has been an important tool. Marketing and sales in digital areas can seem so overwhelming. There are numerous moving pieces and variables that a book like DotCom Secrets that understands the insanity in such a valuable way truly sticks out from the crowd.
It’s complete of actual, actionable steps for structure and growing any business online. And these 224 million consumers are spending more, as the overall 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 existing businesses effectively market and sell their products online, he offers a detailed blueprint for you to replicate it within your own business. Brunson starts with the structure of showing 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 check out nothing else before you start selling online, read this book.