If you’ve been searching 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 2nd time reading the book and I learned, even more, reading it the 2nd time around.
It’s one of those books that you need to check out multiple times to totally 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 pertinent. Even with marketing approaches constantly altering, this book will stay extremely helpful in marketing no matter the year (maybe not the year 2700, but you never ever know).
What is in the book?
In the book, there are 5 various sections.
Area One; Ladders and Funnels
In this area, Brunson speaks about worth ladders and funnels.
The value ladder is what you’re selling to your customers. To use 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 offer.
The consumer comes in for a routine tooth cleaning. Then the dental professional states that your teeth could be lightened a little bit. He then up-sells you on teeth whitening. And after that after the bleaching, he up-sells the retainer by stating that you could benefit from making use of a retainer. The dental professional 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 informs you how to best tackle beginning your sales funnel( s).
A funnel moves people through the sales process. The goal is to have them go into the funnel and transform as a number of them as possible and have them come back for more.
Before 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 prosper in running effective funnels.
I’m not going to try and spoil too much for you, but the tail end of section one is “the 3 kinds of traffic”.
The three types of traffic are 1. traffic you control 2. traffic you don’t control 3. traffic you own.
Brunson goes into great detail on the three kinds of traffic so I suggest you have a look at the book on your own (click on this link for the DotCom Secrets).
Area Two; Your Communication/ Follow-up Funnel
In this section, Brunson discusses the appealing character and what it suggests for your funnels (if you do not have an attractive character, then your funnels won’t succeed).
The attractive character is someone consumers can relate too (i.e somebody who remained in a similar position as the consumer, or an influencer of sorts).
Brunson also goes over the appropriate emails you require to send out to your customers after they have actually registered for your email list. He even gives you scripts!
Prior to he liquidates the chapter, he gives you his “day-to-day Seinfeld series” for e-mails. Who doesn’t like Seinfeld?? This chapter was pure gold, so once 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 produce them, how to handle them, how to utilize them in the very best possible method so you can see the best outcomes.
He speaks about the different types of funnels and the correct way to utilize each of those, where to put them, and he discusses the foundation of a funnel which was actually cool to see.
I was surprised by just just how much info he gave away in this section. He might’ve held back a little bit, however he went full throttle in offering detail.
Section Four; Funnels and Scripts.
In this section, 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 provides more e-mail scripts!
The scripts he gives work for the different types of funnels you run. ; there is a chapter in this section entitled “The Perfect Webinar” and in that chapter, he gives you email scripts that work well for webinars that you are hosting.
He goes into higher information about the different types of funnels (i.e frontend funnel, middle and value ladder funnel, and backend funnels).
Area Five; Clickfunnels.
In the last section, he reveals you the power of Clickfunnels. For those of you who do not understand what Clickfunnels is, it is merely a site where you can pick and choose design templates for a funnel and modify it to your liking.
Check out Dotcom Secrets for FREE Here.
DotCom Secrets is an extensive crash course in web marketing. It’s the conclusion of Russell Brunson’s 10+ years of constructing his own multimillion-dollar organisations online and his experience helping thousands of other people construct effective companies.
If you’ve spent any amount of time on the planet of internet marketing, then you’ve most likely become aware of Russell before. He’s authored a few books currently and has actually built the fastest-growing non-venture-capital-backed SaaS business– ClickFunnels.
If you wish to achieve success selling online, you should definitely take a look at ClickFunnels. They make it simple to attempt before you purchase with a 14 day free trial.
Brunson is the genuine deal, and so is DotCom Secrets. It’s full of real, actionable actions for structure and growing any company online. No tricks, no fluff.
It is very important to understand that despite the fact that I’m qualifying web marketing as if it’s something various completely than plain old standard marketing, it’s not. You may see online marketing and think “that’s for those internet guru people who sell courses and things. I have a traditional service organisation, so that’s not for me” and totally neglect what I will 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 getting to the point where we don’t even need to certify shopping online as online shopping anymore, or stores online as e-commerce; it’s simply shopping and commerce.
It’s simply the method consumer behavior is heading. Even for companies that have a physical presence, many consumers will have their first interaction with the company online long before they ever appear face to face.
Here are the facts: year after year, more people are spending more of their money online. Check this out from Business Insider (emphasis mine):.
The variety of online consumers has actually grown by nearly 20 million from 2015 to 2016. And these 224 million consumers are spending 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 often, as the number of online deals has increased by 115 million from 2015 to 2016.
Is it truly all that surprising? I’m not that shocked. You can buy anything online at this point, even a significant other (they do not deliver via Prime, however, so it’s not worth it to await more than two days).
Understand that you require to understand how to reach and offer to people online? Good.
Go beyond the book. Take advantage of nearly 50 pages of notes that function as the ideal buddy to DotCom Secrets.
Why DotCom Secrets?
Offered the aforementioned facts about customer habits and the general direction of marketing and commerce, understanding and mastering selling in the digital space has actually ended up being important.
Business that want to endure, grow, and flourish now and into the future must for that reason comprehend how to reach and sell to people online.
It’s that easy.
Just because the sale takes place in digital area, or a minimum of partially in digital space, doesn’t imply you require to reconsider everything you learn about sales and selling. Much of the tried and real sales concepts that have actually been used given that services first existed are still being utilized successfully, but they are being integrated and hybridized to ideal effect for the digital frontier.
From crossover sales to offering online one-for-one, there are a number of special tools, techniques, and methods particular to the online landscape that build on essential sales principles.
This mix of the old and the new is at the structure 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 achieve success online, you have to understand what these techniques are and how to use them.
Russell Brunson didn’t develop the majority of the strategies and strategies in the book, nor does he declare to. You can discover informational products that likewise lay out many of the topics he presents in DotCom Secrets.
None of these other products, however, present the information in such an easy-to-follow format as DotCom Secrets. Oftentimes they also do not take such a holistic technique.
In DotCom Secrets, Brunson intertwines all the small details that comprise an effective online business, while likewise making certain the reader never ever forgets the big picture: exponential organisation development.
Not just does he break down how current businesses successfully market and sell their products online, he offers a detailed plan for you to reproduce it within your own company. It has actually been my experience that this is the area where many comparable guides most importantly fall short. They focus on theory and fall short on actionable information.
In short, if you wish to find out how to sell online– be it physical products, digital products, training, or in-person services– you merely HAVE to read this book.
THE SECRET FORMULA.
Brunson begins with the foundation of revealing you how to find 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 construct your offers, and BAM– you’ll be swimming in cash within 12 hours …
Okay, so it’s not that simple.
Let me be clear: this book is not a guide to getting rich quick, making a quick buck, or utilizing 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 true tomorrow as it will be 10 years from now. Even if we have flying cars and jetpacks, there is no changing the psychology of why people purchase.
That hardwiring will be with us forever, which indicates that the tools you utilize to perform the strategies in the book may change, however the strategies will remain the same. The remaining power that the Secret Formula has is a testimony to Brunson’s capability to boil the variety of tools, methods, and strategies 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 development and release of different kinds of sales funnels online.
But exactly what are sales funnels?
Sales funnels are the series of interactions a customer has with a company online during the purchase procedure. It’s the actual pages they check out in the past, throughout, and after they buy something.
You might feel intimidated in the beginning, thinking about constructing sales funnels.
You can quash any concerns or worries you have relating to the technical aspects of building sales funnels, or any websites 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 strategy.
This is NOT where company owner and entrepreneurs require to be investing their time. Whatever gone over in the book can be produced easily, without any previous technical or coding knowledge, utilizing the drag-and-drop page home builder in ClickFunnels.
ClickFunnels was created by Russell Brunson so that entrepreneurs 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, but if you believe you belong in the sophisticated positioning class you can avoid right to the complimentary 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS business, here.
Whether you utilize a streamlined service depends on you, but the concepts that drive the success of sales funnels apply across 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 method. It doesn’t matter if you utilize 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 should), then by utilizing sales funnels, along with the ideas in DotCom Secrets, you’ll be able to control this entire process. It it likewise 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 constantly in focus. He sets out a number of techniques for developing sales funnels for any type of services or product.
It all starts with the Secret Formula (which isn’t that secret really). By using pre-frames, upsells, downsells, and more, Brunson discusses how sales funnels can turn a 5- or 6-figure service into a 7- or 8-figure company– with no upward limit for potential future development.
At the danger of seeming like a broken record, this book isn’t about a get rich fast scheme. And I was doubtful 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 mental elements at play that are impacting the decision-making of a customer. By doing things such as constructing trust, easing fears, and getting rid of risk, DotCom Tricks information how you can not just increase the profits potential of a single customer, but you can likewise construct a lifelong fan of your company.
In this way, sales funnels are really no different than the traditional selling process old-fashioned salesmen have been developing for years. Sales funnels just adjust sales letters, sales calls, and knocking on doors to the digital area and enhance the purchasing experience for your clients 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 selling things and finding clients/customers from the web (i.e., virtually all businesses), then the answer is an unwavering YES. Yes, this book is for you. If you check out absolutely nothing else prior to you begin offering online, read this book.
Russell Brunson’s insight isn’t confined to living in between the covers of DotCom Tricks either.
He also offers links to totally free digital resources that help readers internalize and act on the principles provided in the book. Packed with highly consumable graphics, funnel plans, sales scripts, and evergreen strategies, this book has become a (dog-eared) staple of the mini library of service books I continue a shelf next to my desk.
Best of all, you can get a free copy (simply pay shipping) directly from Russell Brunson at the link listed below. He’s not going to be providing this book away free of charge forever, so make sure you declare your copy before they are all gone– or before he begins charging what this book is actually 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, copy the images, and emphasize essential passages.
You should 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 however, so that’s simply me.
The bottom line is that I like DotCom Tricks. It is all details and no frills. The writing design is concise and structured and the accompanying graphics are incredibly easy to understand and are “engineered for immediate recall.”.
Those are Brunson’s words, not mine, but he struck the nail on the head.
I know 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 spaces can seem so frustrating. There are a lot of moving pieces and variables that a book like DotCom Secrets that understands the insanity in such a practical way really stands apart from the crowd.
It’s complete of real, actionable actions for building and growing any company online. And these 224 million consumers are spending more, as the total amount spent 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 services successfully market and sell their items online, he supplies a detailed blueprint for you to replicate it within your own organisation. Brunson starts with the structure of revealing you how to figure out who your customers are, where they are online, how to discover them, and how to get their attention. If you read nothing else prior to you start offering online, read this book.