Dotcom Secrets and Expert Secrets – Book Review

If you’ve been trying to find a book to read that will take your marketing skills to the next level, then keep reading this.

I just recently finished reading DotCom Secrets by Russell Brunson. It was my second time checking out the book and I found out, even more, reading it the second time around.

It’s one of those books that you have to read multiple times to totally grasp 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 pertinent. Even with marketing methods constantly altering, this book will stay exceptionally beneficial in marketing no matter the year (possibly not the year 2700, but 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 consumers. To use the example in the book, the value ladder for a dental professional would look something like this:

  • Teeth cleansing
  • Whitening
  • Retainer
  • Cosmetic

Those 4 steps in this specific value ladder are examples of what a dental practitioner can use.

The customer comes in for a regular tooth cleaning. Then the dental professional says that your teeth could be whitened a bit. So he then up-sells you on teeth bleaching. And after that after the whitening, he up-sells the retainer by stating that you could benefit from making use of a retainer. And lastly, the dental practitioner states that you can take advantage of cosmetic dentistry.

Each step up the ladder, the rate increases and up.

Think about your organisation 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 beginning your sales funnel( s).

A funnel relocations people through the sales process. The goal is to have them enter the funnel and convert as a lot of them as possible and have them return for more.

Prior to all of that, you initially have to figure out who your dream clients are. Russell made it quite 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 too much for you, however the tail end of area one is “the 3 types of traffic”.

The three types of traffic are 1.
Brunson goes into excellent information on the three kinds of traffic so I recommend you take a look at the book for yourself (click on this link for the DotCom Secrets).

Area Two; Your Communication/ Follow-up Funnel

In this section, Brunson talks about the attractive character and what it means for your funnels (if you do not have an attractive character, then your funnels won’t achieve success).

The appealing character is someone consumers can relate too (i.e somebody who was in a similar position as the consumer, or an influencer of sorts).

Brunson likewise discusses the proper e-mails you require to send to your consumers after they have registered for your e-mail list. He even gives you scripts!

Prior to he liquidates the chapter, he gives you his “daily Seinfeld series” for e-mails. Who does not love 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 all about funnels. How to produce them, how to handle them, how to use them in the very best possible method so you can see the best outcomes.

He speaks about the different types of funnels and the proper method 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 distributed in this section. He might’ve kept back a bit, but he went full throttle in providing information.

Area Four; Funnels and Scripts.

In this section, Brunson goes over 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 different kinds of funnels you run. ; there is a chapter in this area entitled “The Perfect Webinar” and in that chapter, he offers you email scripts that work well for webinars that you are hosting.

He goes into higher information about the various types of funnels (i.e frontend funnel, middle and value ladder funnel, and backend funnels).

Section Five; Clickfunnels.

In the last area, he reveals you the power of Clickfunnels. For those of you who don’t know what Clickfunnels is, it is merely a site where you can pick design templates for a funnel and edit it to your liking.

Get Dotcom Secrets for FREE Here.

DotCom Secrets is a comprehensive crash course in internet marketing. It’s the conclusion of Russell Brunson’s 10+ years of building his own multimillion-dollar companies online and his experience assisting countless other individuals develop successful companies.

If you’ve spent any amount of time worldwide of web marketing, then you’ve probably heard of Russell prior to. He’s authored a couple of books already and has developed the fastest-growing non-venture-capital-backed SaaS organisation– ClickFunnels.

If you want to achieve success selling online, you ought to definitely have a look at ClickFunnels. They make it simple to try before you purchase with a 14 day totally free trial.

Brunson is the real offer, therefore is DotCom Secrets. It’s full of real, actionable actions for structure and growing any company online. No tricks, no fluff.

It’s important to understand that despite the fact that I’m qualifying internet marketing as if it’s something various completely than plain old conventional marketing, it’s not. You may see internet marketing and think “that’s for those internet expert people who sell courses and things. I have a physical service company, so that’s not for me” and entirely disregard what I’m about to say.

That’s when I would shout “WRONG”!

Call it what you want– digital marketing, web marketing, e-marketing– it’s all MARKETING.

I state this because we’re specifying where we don’t even require to certify shopping online as online shopping any longer, or stores online as e-commerce; it’s just shopping and commerce.

It’s just the method customer habits is heading. Even for services that have a physical presence, most customers will have their very first interaction with the business online long before they ever show up face to face.

Here are the realities: year after year, more people are investing more of their money online. Check this out from Business Insider (focus mine):.

The variety of online buyers has grown by almost 20 million from 2015 to 2016. And these 224 million shoppers 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 customers are transacting more regularly, as the variety of online deals has actually increased by 115 million from 2015 to 2016.

But is it truly all that unexpected? I’m not that stunned. You can purchase anything online at this point, even a significant other (they do not ship through Prime, though, so it’s not worth it to wait on more than two days).

Recognize that you require to understand how to reach and sell to people online? Good.

Read on.

Go beyond the book. Benefit from almost 50 pages of notes that serve as the ideal buddy to DotCom Secrets.

Why DotCom Secrets?

Given the aforementioned realities about consumer behavior and the basic direction of marketing and commerce, understanding and mastering selling in the digital area has actually ended up being vital.

Companies that want to endure, grow, and thrive now and into the future must therefore understand how to reach and offer to people online.

It’s that basic.

Even if the sale takes place in digital space, or at least partly in digital area, does not imply you require to reassess everything you understand about sales and selling. Many of the attempted and real sales concepts that have been used considering that businesses initially existed are still being used efficiently, however they are being integrated and hybridized to ideal impact for the digital frontier.

From crossover sales to selling online one-for-one, there are several distinct tools, strategies, and techniques particular to the online landscape that build on fundamental sales principles.

This blend of the old and the new is at the structure of what constitutes web marketing as we know it today, and it is the focus of Russell Brunson’s (attempt I say work of art?) DotCom Secrets.

If you want to achieve success online, you need to know what these strategies are and how to utilize them.

Russell Brunson didn’t develop most of the strategies and techniques in the book, nor does he claim to. You can find educational items that likewise outline a number of the topics he provides in DotCom Secrets.

None of these other products, however, present the details in such an easy-to-follow format as DotCom Secrets. In a lot of cases they also do not take such a holistic technique.

In DotCom Secrets, Brunson intertwines all the small details that comprise an effective online company, while also making sure the reader never ever forgets the big picture: exponential business growth.

Not only does he break down how current services effectively market and offer their items online, he supplies a step-by-step blueprint for you to replicate it within your own business. It has been my experience that this is the location where many comparable guides most importantly fail. They focus on theory and fall short on actionable info.

Simply put, if you wish to learn how to offer online– be it physical products, digital products, coaching, or in-person services– you merely HAVE to read this book.


Brunson starts with the foundation of revealing you how to determine who your consumers 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 fast, 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, implying 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 individuals purchase.

That hardwiring will be with us forever, which indicates that the tools you utilize to perform the strategies in the book may alter, but the techniques will stay the very same. The staying power that the Secret Formula has is a testimony to Brunson’s capability to boil the variety of tools, methods, and techniques down 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 discusses the development and implementation of different kinds of sales funnels online.

But just what are sales funnels?

Sales funnels are the series of interactions a client has with a business online during the purchase procedure. It’s the literal pages they visit in the past, throughout, and after they purchase something.

You might feel frightened at first, thinking of constructing sales funnels.

You can quash any concerns or worries you have regarding the technical aspects of building sales funnels, or any websites 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 dealing with your method.

This is NOT where entrepreneur and business owners need to be spending their time. Everything gone over in the book can be created easily, with no previous technical or coding knowledge, using the drag-and-drop page contractor in ClickFunnels.

ClickFunnels was produced by Russell Brunson so that business owners like you and I can concentrate on the important things that drive our service forward– not on the technical aspects. My group and I use ClickFunnels and we love it.

DotCom Secrets teaches and preaches the effectiveness of a durable sales funnels, however if you believe you belong in the sophisticated positioning class you can avoid ideal to the totally free 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS business, here.

Whether or not you utilize a streamlined solution depends on you, however the principles that drive the success of sales funnels hold true across any variety of platforms. If you have the coding chops, even 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 offering things online (as you absolutely must), then by making use of sales funnels, as well as the ideas in DotCom Secrets, you’ll be able to manage this entire process. It it likewise crucial to bear in mind that sales funnels aren’t just for offering items.

In Secrets, Brunson keeps this flexibility well within the book’s scope and constantly in focus. He sets out several techniques for developing sales funnels for any kind of service or product.

All of it starts with the Secret Formula (which isn’t that secret actually). By making use of pre-frames, upsells, downsells, and more, Brunson describes how sales funnels can turn a 5- or 6-figure business into a 7- or 8-figure business– without any upward limit for prospective future development.

At the threat of seeming like a broken record, this book isn’t about a get rich fast scheme. And I was skeptical in the beginning that it might be yet another pump and discard info 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 client. By doing things such as building trust, easing fears, and eliminating risk, DotCom Tricks information how you can not only increase the earnings capacity of a single client, however you can also develop a lifelong fan of your business.

In this way, sales funnels are really no various than the traditional selling procedure old-fashioned salesmen have actually been developing for years. Sales funnels just adjust sales letters, sales calls, and knocking on doors to the digital space and enhance the buying experience for your clients and maximize your profits.

… Should I Read It?

If you’ve been interested enough to read this far, then this book is for you.

If you presently are or will in the future be selling things and discovering clients/customers from the internet (i.e., essentially all businesses), then the answer is an unfaltering YES. Yes, this book is for you. If you read nothing else before you start selling online, read this book.

Russell Brunson’s insight isn’t confined to living in between the covers of DotCom Secrets either.

He likewise offers links to complimentary digital resources that assist readers internalize and act upon the principles provided in the book. Packed with extremely consumable graphics, funnel blueprints, sales scripts, and evergreen strategies, this book has actually become a (dog-eared) staple of the tiny library of company books I keep on a shelf beside my desk.

Most importantly, you can get a free copy (simply pay shipping) directly from Russell Brunson at the link below. He’s not going to be providing this book away for free permanently, so ensure you declare your copy prior to they are all gone– or before he starts charging what this book is really 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, copy the images, and emphasize important passages.

You must see my copy. Every page is bright yellow and there’s a stack of dead highlighters next to my desk. I have actually been called a highlighter addict before though, so that’s just me.

Final Thoughts

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 extremely 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 appears like I have actually been gushing about this title and yes, I may 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 so many moving pieces and variables that a book like DotCom Secrets that makes sense of the madness in such a helpful method really sticks out from the crowd.

It’s complete of actual, actionable actions for building and growing any company online. And these 224 million shoppers 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. Not only does he break down how current services effectively market and offer 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 consumers are, where they are online, how to find them, and how to get their attention. If you read absolutely nothing else before you begin offering online, read this book.

Next Steps

Get Dotcom Secrets for FREE Here.

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