If you’ve been looking for a book to read that will take your marketing abilities to the next level, then keep reading this.
I recently finished reading DotCom Secrets by Russell Brunson. It was my second time reading the book and I learned, much more, reading it the 2nd time around.
It’s one of those books that you need to read numerous times to fully grasp it. And even then, it’s still inadequate.
Brunson said 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 appropriate. Even with marketing approaches continuously altering, this book will remain extremely 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 various sections.
Section One; Ladders and Funnels
In this section, Brunson talks about value ladders and funnels.
The worth ladder is what you’re offering to your customers. So to utilize the example in the book, the worth ladder for a dentist 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 consumer comes in for a routine tooth cleaning. And then after the bleaching, he up-sells the retainer by saying that you might benefit from the use of a retainer.
Each step up the ladder, the price increases and up.
Think of your business and see what you can include in your value ladder.
In the other parts of this section, Russell tells you how to best tackle starting your sales funnel( s).
A funnel moves individuals through the sales process. The goal is to have them enter the funnel and convert as many of them as possible and have them return for more.
However before all of that, you initially have to figure out who your dream customers are. Russell made it quite clear in the book that without this understanding, you will not be successful in running effective funnels.
I’m not going to attempt and spoil too much for you, but the last part of area one is “the 3 kinds 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 excellent 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).
Area Two; Your Communication/ Follow-up Funnel
In this area, Brunson discusses the attractive character and what it suggests for your funnels (if you don’t have an appealing character, then your funnels will not be successful).
The attractive character is somebody consumers can relate too (i.e somebody who remained in a similar position as the consumer, or an influencer of sorts).
Brunson also discusses the correct e-mails you need to send out to your consumers after they have actually signed up for your email list. He even gives you scripts!
Before he liquidates the chapter, he gives you his “daily Seinfeld sequence” for e-mails. Who doesn’t like Seinfeld?? This chapter was pure gold, so again, I recommend 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 develop them, how to handle them, how to utilize them in the very best possible way so you can see the very best results.
He speaks about the different types of funnels and the correct method to use each of those, where to position them, and he talks about the building blocks of a funnel which was actually cool to see.
I was surprised by just how much information he handed out in this section. He might’ve held back a bit, but he went full throttle in supplying detail.
Section Four; Funnels and Scripts.
In this section, Brunson talks about 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 e-mail scripts!
The scripts he gives work for the various kinds of funnels you run. For instance; there is a chapter in this section titled “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 higher detail about the different kinds 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 website where you can pick design templates for a funnel and edit it to your preference.
DotCom Secrets is a thorough refresher course in internet marketing. It’s the culmination of Russell Brunson’s 10+ years of developing his own multimillion-dollar organisations online and his experience assisting thousands of other people develop successful companies.
If you’ve invested any quantity of time on the planet of web marketing, then you’ve probably become aware of Russell prior to. He’s authored a couple of books already and has actually built the fastest-growing non-venture-capital-backed SaaS organisation– ClickFunnels.
If you want to be successful selling online, you ought to definitely check out ClickFunnels. They make it simple to try prior to you buy with a 14 day totally free trial.
Brunson is the genuine deal, therefore is DotCom Secrets. It’s complete of actual, actionable steps for building and growing any business online. No gimmicks, no fluff.
It is necessary to comprehend that although I’m qualifying internet marketing as if it’s something different totally than plain old conventional marketing, it’s not. You may see web marketing and think “that’s for those internet guru people who offer courses and things. I have a traditional service company, so that’s not for me” and completely disregard what I’m about to state.
That’s when I would scream “WRONG”!
Call it what you desire– digital marketing, online marketing, e-marketing– it’s all MARKETING.
I state this since we’re specifying where we do not 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 way consumer habits is heading. Even for companies that have a physical presence, most customers will have their first interaction with the business online long before they ever appear in person.
Here are the truths: year after year, more people are spending more of their cash online. Check this out from Business Insider (emphasis 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 amount invested online grew from $61 billion in the very first quarter of 2015 to $68 billion in Q1 2016. These customers are transacting more regularly, as the number of online transactions has actually risen by 115 million from 2015 to 2016.
Is it actually all that unexpected? I’m not that surprised. You can purchase anything online at this moment, even a better half (they don’t ship by means of Prime, however, so it’s not worth it to await more than 2 days).
Recognize that you require to understand how to reach and offer to people online? Great.
Go beyond the book. Benefit from almost 50 pages of notes that work as the ideal buddy to DotCom Secrets.
Why DotCom Secrets?
Given the previously mentioned truths about customer habits and the general direction of marketing and commerce, understanding and mastering selling in the digital space has actually become vital.
Business that wish to survive, grow, and grow now and into the future needs to for that reason understand how to reach and offer to individuals over the internet.
It’s that easy.
Just because the sale happens in digital space, or at least partially in digital area, doesn’t imply you require to rethink everything you understand about sales and selling. Many of the attempted and real sales principles that have been utilized since organisations first existed are still being utilized effectively, but they are being integrated and hybridized to ideal effect 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 blend of the old and the new is at the foundation of what constitutes online marketing as we know it today, and it is the focus of Russell Brunson’s (attempt I say masterpiece?) DotCom Secrets.
If you want to be successful online, you have to understand what these techniques are and how to use them.
Russell Brunson didn’t develop most of the techniques and techniques in the book, nor does he declare to. You can find informational products that similarly describe a number of the topics he provides in DotCom Secrets.
None of these other items, nevertheless, present the details in such an easy-to-follow format as DotCom Secrets. In most cases they likewise don’t take such a holistic approach.
In DotCom Secrets, Brunson links all the small details that make up a successful online business, while likewise making certain the reader never ever loses sight of the big picture: rapid business development.
Not only does he break down how present organisations successfully market and sell their items online, he provides a detailed blueprint for you to duplicate it within your own business. It has been my experience that this is the area where many similar guides most importantly fall short. They concentrate on theory and fail on actionable details.
Simply put, if you wish to discover how to sell online– be it physical products, digital items, coaching, or in-person services– you just 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 find them, and how to get their attention. He calls it the Secret Formula. When you’ve got their attention you can construct your offers, and BAM– you’ll be swimming in money within 12 hours …
Okay, so it’s not that easy.
Let me be clear: this book is not a guide to getting rich quick, making a fast buck, or utilizing some loophole to rank on Google or Amazon.
The strength of this book is that the content is evergreen, suggesting it’ll be just as true 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 purchase.
That hardwiring will be with us permanently, which suggests that the tools you utilize to execute the strategies in the book may alter, but the methods will remain the exact same. The staying power that the Secret Formula has is a testament to Brunson’s ability to boil the variety of tools, techniques, 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 discusses the development and deployment of various types of sales funnels online.
However just what are sales funnels?
Sales funnels are the series of interactions a consumer has with a business online during the purchase process. It’s the actual pages they visit previously, throughout, and after they buy something.
You might feel daunted initially, thinking of building sales funnels.
You can quash any issues or worries you have concerning the technical aspects of building sales funnels, or any web pages online for that matter, as soon 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. Whatever talked about in the book can be created quickly, with no prior technical or coding knowledge, utilizing 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 things that drive our organisation forward– not on the technical elements. My group and I use ClickFunnels and we love it.
DotCom Secrets teaches and preaches the effectiveness of a well-built sales funnels, but if you believe you belong in the advanced positioning class you can skip ideal to the free 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS company, here.
Whether or not you utilize a streamlined service depends on 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 operate in a big way. It doesn’t matter if you use 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 ought to), then by using sales funnels, in addition to the concepts in DotCom Secrets, you’ll be able to manage this whole procedure. It it also crucial to keep in mind that sales funnels aren’t just for offering items.
In Secrets, Brunson keeps this flexibility well within the book’s scope and always in focus. He lays out numerous strategies for constructing sales funnels for any type of product and services.
Everything starts with the Secret Formula (which isn’t that secret really). By using pre-frames, upsells, downsells, and more, Brunson explains how sales funnels can turn a 5- or 6-figure company into a 7- or 8-figure service– with no upward border for possible future development.
At the danger of seeming like a broken record, this book isn’t about a get rich fast plan. And I was doubtful at first that it might be yet another pump and discard info item.
Not the case in the least.
The charm of Brunson’s description is that he focuses on the psychological elements at play that are impacting the decision-making of a client. By doing things such as constructing trust, easing fears, and eliminating risk, DotCom Tricks information how you can not just increase the income capacity of a single consumer, however you can also develop a lifelong fan of your business.
In this way, sales funnels are truly no different than the conventional selling process old school salespeople have been refining for years. Sales funnels simply adjust sales letters, sales calls, and knocking on doors to the digital area and optimize the buying experience for your customers 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 finding clients/customers from the internet (i.e., virtually all businesses), then the response is an unfaltering YES. Yes, this book is for you. If you read absolutely nothing else before 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 offers links to complimentary digital resources that help readers internalize and act on the concepts presented in the book. Loaded with extremely consumable graphics, funnel plans, sales scripts, and evergreen methods, this book has ended up being a (dog-eared) staple of the small library of company books I keep a shelf next to my desk.
Most importantly, you can get a totally free copy (simply pay shipping) straight from Russell Brunson at the link listed below. He’s not going to be offering this book away totally free forever, so make sure you declare your copy prior to they are all gone– or before he begins charging what this book is truly worth.
It deserves noting that Brunson isn’t handing out a PDF or a digital copy of his remarkable 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 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 junkie before though, so that’s just me.
The bottom line is that I love DotCom Secrets. It is all info and no frills. The composing style is concise and structured and the accompanying graphics are extremely easy to understand and are “crafted for instantaneous recall.”.
Those are Brunson’s words, not mine, but he hit the nail on the head.
I know it looks like I have actually 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 seem so overwhelming. There are a lot of moving pieces and variables that a book like DotCom Secrets that understands the insanity in such a valuable way really stands out from the crowd.
It’s complete of actual, actionable actions for structure and growing any company online. And these 224 million consumers are investing more, as the overall amount 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 present companies effectively market and sell their products online, he offers a step-by-step plan for you to reproduce it within your own company. Brunson starts with the structure of revealing 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 read absolutely nothing else before you start selling online, read this book.