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 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 several times to fully comprehend it. And even then, it’s still insufficient.
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 methods continuously altering, this book will remain incredibly beneficial in marketing no matter the year (possibly not the year 2700, however you never understand).
What’s in the book?
In the book, there are 5 different areas.
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 use the example in the book, the worth ladder for a dental professional would look something like this:
- Teeth cleansing
Those 4 steps in this particular worth ladder are examples of what a dental professional can use.
The consumer comes in for a regular tooth cleaning. And then after the lightening, he up-sells the retainer by saying that you could benefit from the use of a retainer.
Each step up the ladder, the price goes up and up.
Think of your business and see what you can include in your value ladder.
In the other parts of this section, Russell informs you how to best set about starting your sales funnel( s).
A funnel relocations individuals through the sales process. The goal is to have them get in the funnel and transform as many of them as possible and have them come back for more.
Before all of that, you first have to figure out who your dream customers are. Russell made it quite clear in the book that without this knowledge, you will not be successful in running successful funnels.
I’m not going to attempt and ruin too much for you, but the tail end of area one is “the three types of traffic”.
The 3 types of traffic are 1.
Brunson enters into terrific information 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 area, Brunson goes over the appealing character and what it indicates for your funnels (if you don’t have an attractive character, then your funnels will not achieve success).
The appealing character is someone consumers can relate too (i.e somebody who was in a comparable position as the consumer, or an influencer of sorts).
Brunson also talks about the appropriate e-mails you require to send to your customers after they have actually registered for your email list. He even offers you scripts!
Prior to he closes out the chapter, he gives you his “everyday Seinfeld series” for emails. Who doesn’t love Seinfeld?? This chapter was pure gold, so again, I suggest you get a copy of the book to discover more!
Section Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).
This area is everything about funnels. How to create them, how to manage them, how to utilize them in the very best possible method so you can see the best outcomes.
He discusses the different types of funnels and the appropriate 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 info he distributed in this section. He might’ve held back a bit, however he went full throttle in offering detail.
Area Four; Funnels and Scripts.
In this section, Brunson goes over the different kinds of deals you can do for your funnels.
Do you understand what else he does in this section? He offers more e-mail scripts!
The scripts he gives work for the various 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 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 do not understand what Clickfunnels is, it is just a website where you can decide on design templates for a funnel and edit it to your taste.
DotCom Secrets is a comprehensive refresher course in web marketing. It’s the conclusion of Russell Brunson’s 10+ years of developing his own multimillion-dollar services online and his experience assisting thousands of other individuals construct effective business.
If you’ve spent any amount of time worldwide of online marketing, then you’ve probably become aware of Russell before. He’s authored a few books already and has built the fastest-growing non-venture-capital-backed SaaS company– ClickFunnels.
If you wish to achieve success selling online, you must definitely check out ClickFunnels. They make it simple to attempt before you purchase with a 14 day complimentary trial.
Brunson is the genuine deal, therefore is DotCom Secrets. It’s full of actual, actionable actions for structure and growing any business online. No gimmicks, no fluff.
It is necessary to comprehend that even though I’m qualifying internet marketing as if it’s something different totally than plain old traditional marketing, it’s not. You might see internet marketing and believe “that’s for those internet guru guys who sell courses and things. I have a brick and mortar service organisation, so that’s not for me” and completely ignore what I’m about to state.
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 since we’re specifying where we do not even require to qualify shopping online as online shopping anymore, or shops online as e-commerce; it’s just shopping and commerce.
It’s simply the way customer behavior is heading. Even for businesses that have a physical presence, the majority of customers will have their first interaction with the business online long before they ever appear personally.
Here are the facts: year after year, more individuals are investing more of their money online. Check this out from Business Insider (focus mine):.
The number of online shoppers has actually grown by nearly 20 million from 2015 to 2016. And these 224 million shoppers are spending more, as the overall amount invested online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. Lastly, these clients are transacting more regularly, as the number of online transactions has increased by 115 million from 2015 to 2016.
However is it really all that unexpected? I’m not that shocked. You can buy anything online at this moment, even a better half (they do not ship through Prime, though, so it’s not worth it to await more than two days).
Understand that you require to understand how to reach and offer to individuals online? Good.
Surpass the book. Benefit from nearly 50 pages of notes that function as the best 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 ended up being necessary.
Companies that wish to survive, grow, and flourish now and into the future should therefore understand how to reach and sell to people online.
It’s that simple.
Even if the sale happens in digital area, or at least partially in digital area, does not suggest you require to reassess everything you understand about sales and selling. A lot of the tried and real sales principles that have actually been utilized since services initially existed are still being used successfully, however they are being integrated and hybridized to optimal result for the digital frontier.
From crossover sales to selling online one-for-one, there are numerous unique tools, strategies, and techniques particular to the online landscape that build on essential sales concepts.
This mix of the old and the new is at the structure of what constitutes online marketing as we know it today, and it is the focus of Russell Brunson’s (dare I state work of art?) DotCom Secrets.
If you wish to succeed online, you need to know what these strategies are and how to utilize them.
Russell Brunson didn’t create the majority of the techniques and techniques in the book, nor does he claim to. You can discover informative items that similarly describe a lot of the topics he provides in DotCom Secrets.
None of these other items, nevertheless, present the info in such an easy-to-follow format as DotCom Secrets. Oftentimes they likewise do not take such a holistic approach.
In DotCom Secrets, Brunson intertwines all the small details that comprise an effective online company, while also ensuring the reader never loses sight of the big picture: rapid business development.
Not only does he break down how existing companies effectively market and sell their products online, he supplies a detailed blueprint for you to replicate it within your own business. It has been my experience that this is the location where lots of comparable guides most importantly fall short. They focus on theory and fail on actionable details.
Simply put, if you want to find out how to offer online– be it physical products, digital items, coaching, or in-person services– you just HAVE to read this book.
THE SECRET FORMULA.
Brunson starts with the foundation of showing 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. 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 simple.
Let me be clear: this book is not a guide to getting rich quick, making a fast 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 real 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 individuals purchase.
That hardwiring will be with us forever, which implies that the tools you use to carry out the techniques in the book might change, but the strategies will stay the same. The staying power that the Secret Formula has is a testimony to Brunson’s capability to boil the series of tools, techniques, and tactics 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 goes over the creation and release of different types of sales funnels online.
But what exactly are sales funnels?
Sales funnels are the sequence of interactions a customer has with a company online throughout the purchase process. It’s the literal pages they go to in the past, throughout, and after they buy something.
You might feel intimidated in the beginning, considering constructing sales funnels.
You can quash any concerns or worries you have relating to the technical elements of structure sales funnels, or any websites online for that matter, as soon as you pick up this book.
Brunson doesn’t want you to get hung up on this when you’re dealing with your strategy.
This is NOT where company owner and business owners need to be spending their time. Whatever talked about in the book can be produced quickly, 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 things that drive our organisation forward– not on the technical aspects. My team and I utilize ClickFunnels and we like it.
DotCom Secrets teaches and preaches the effectiveness of a well-built sales funnels, but if you believe you belong in the sophisticated placement class you can skip right to the totally free 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS company, here.
Whether or not you utilize a simplified service is up to you, however the ideas 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 huge method. 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 selling things online (as you absolutely ought to), then by utilizing sales funnels, as well as the principles in DotCom Secrets, you’ll be able to manage this whole procedure. It it also crucial to remember 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 numerous strategies for constructing sales funnels for any type of service or product.
Everything starts with the Secret Formula (which isn’t that secret truly). By using pre-frames, upsells, downsells, and more, Brunson discusses how sales funnels can turn a 5- or 6-figure company into a 7- or 8-figure organisation– without any upward border for prospective future development.
At the danger of sounding like a broken record, this book isn’t about a get rich quick plan. And I was hesitant initially that it might be yet another pump and dispose info item.
Not the case in the least.
The appeal of Brunson’s explanation is that he concentrates on the mental components at play that are impacting the decision-making of a client. By doing things such as developing trust, easing fears, and removing threat, DotCom Secrets information how you can not only increase the revenue capacity of a single consumer, however you can likewise develop a long-lasting fan of your business.
In this way, sales funnels are truly no various than the conventional selling procedure traditional salespeople have actually been refining for years. Sales funnels merely adapt sales letters, sales calls, and knocking on doors to the digital area and optimize the buying experience for your consumers and maximize your income.
… 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 discovering clients/customers from the internet (i.e., essentially all businesses), then the answer is a dedicated YES. Yes, this book is for you. If you check out 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 Secrets either.
He likewise provides links to complimentary digital resources that assist readers internalize and act upon the concepts provided in the book. Packed with highly consumable graphics, funnel plans, sales scripts, and evergreen methods, this book has ended up being a (dog-eared) staple of the tiny library of service books I keep on a rack beside my desk.
Most importantly, you can get a complimentary copy (simply pay shipping) directly from Russell Brunson at the link listed below. He’s not going to be giving this book away free of charge forever, so make certain you claim your copy before they are all gone– or prior to he begins charging what this book is actually worth.
It deserves noting that Brunson isn’t giving away a PDF or a digital copy of his amazing book. It’s a physical copy that you can touch and hold. You can write in the margins, copy the images, and highlight essential passages.
You need to 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 addict before however, so that’s just me.
The Bottom Line.
The bottom line is that I like DotCom Tricks. It is all information and no frills. The writing style is concise and structured and the accompanying graphics are incredibly easy to understand and are “crafted for instant recall.”.
Those are Brunson’s words, not mine, but he struck the nail on the head.
I know it seems like I have been gushing about this title and yes, I may have a man crush on Russell Brunson, but for me this book has been a valuable tool. Marketing and sales in digital areas can appear so overwhelming. There are numerous moving pieces and variables that a book like DotCom Secrets that understands the insanity in such a valuable method really stands apart from the crowd.
It’s full of actual, actionable actions for building and growing any business online. And these 224 million buyers are spending more, as the overall quantity spent online grew from $61 billion in the very first quarter of 2015 to $68 billion in Q1 2016. Not just does he break down how existing organisations effectively market and offer their items online, he supplies a detailed blueprint for you to duplicate it within your own business. Brunson starts with the foundation 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 begin offering online, read this book.