If you’ve been searching for a book to check out that will take your marketing skills to the next level, then keep reading this.
I recently completed reading DotCom Secrets by Russell Brunson. It was my 2nd time reading the book and I learned, much more, reading it the 2nd time around.
It’s one of those books that you have to read multiple times to completely comprehend 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 several years and years to come.
By evergreen, he wants to keep the book pertinent. Even with marketing methods continuously altering, this book will remain extremely useful in marketing no matter the year (possibly not the year 2700, but you never ever know).
What is in the book?
In the book, there are 5 various areas.
Area One; Ladders and Funnels
In this area, Brunson speaks about value ladders and funnels.
The value ladder is what you’re selling to your consumers. To utilize the example in the book, the value ladder for a dentist would look something like this:
- Teeth cleansing
Those 4 steps in this specific worth ladder are examples of what a dental professional can offer.
The customer comes in for a routine tooth cleansing. The dental practitioner says that your teeth could be lightened a little bit. He then up-sells you on teeth lightening. And then after the bleaching, he up-sells the retainer by saying that you could take advantage of making use of a retainer. The dental expert states that you can benefit from cosmetic dentistry.
Each step up the ladder, the cost increases and up.
Think about your company and see what you can consist of in your value ladder.
In the other parts of this area, Russell tells you how to best go about beginning your sales funnel( s).
A funnel relocations people through the sales process. The objective is to have them get in the funnel and convert as a lot of them as possible and have them come back 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 knowledge, 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 section one is “the three kinds of traffic”.
The 3 kinds of traffic are 1. traffic you control 2. traffic you do not control 3. traffic you own.
Brunson enters into fantastic detail on the 3 kinds of traffic so I suggest you check out the book on your own (click on this link for the DotCom Secrets).
Section Two; Your Communication/ Follow-up Funnel
In this section, Brunson goes over the appealing character and what it implies for your funnels (if you don’t have an appealing character, then your funnels won’t achieve success).
The appealing character is someone customers can relate too (i.e someone who remained in a similar position as the customer, or an influencer of sorts).
Brunson likewise goes over the appropriate emails you require to send out to your consumers after they have actually registered for your email list. He even gives you scripts!
Before he liquidates the chapter, he offers you his “daily Seinfeld sequence” for e-mails. Who does not enjoy Seinfeld?? This chapter was pure gold, so again, I recommend you get a copy of the book to find out more!
Section Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).
This section is all about funnels. How to produce them, how to handle them, how to utilize them in the best possible way so you can see the best results.
He speaks about the different types of funnels and the appropriate way to utilize each of those, where to position them, and he talks about the foundation of a funnel which was actually cool to see.
I was surprised by just how much information he distributed in this area. He could’ve kept back a little bit, however he went full throttle in offering information.
Section Four; Funnels and Scripts.
In this area, Brunson discusses the various types of offers you can do for your funnels.
Do you understand what else he does in this area? He provides more email scripts!
The scripts he gives work for the different kinds of funnels you run. For instance; there is a chapter in this area titled “The Perfect Webinar” and in that chapter, he provides you email scripts that work well for webinars that you are hosting.
And lastly, he enters into greater detail about the various types of funnels (i.e frontend funnel, middle and value ladder funnel, and backend funnels).
Section Five; Clickfunnels.
In the last section, he shows you the power of Clickfunnels. For those of you who do not know what Clickfunnels is, it is just a website where you can pick design templates for a funnel and edit it to your taste.
DotCom Secrets is a detailed refresher course in online marketing. It’s the culmination of Russell Brunson’s 10+ years of developing his own multimillion-dollar organisations online and his experience assisting countless other people develop successful companies.
If you’ve spent any amount of time on the planet of internet marketing, then you’ve most likely heard of Russell prior to. He’s authored a couple of books currently and has constructed the fastest-growing non-venture-capital-backed SaaS service– ClickFunnels.
If you wish to achieve success selling online, you need to absolutely take a look at ClickFunnels. They make it simple to attempt before you buy with a 14 day complimentary trial.
Brunson is the real deal, and so is DotCom Secrets. It’s complete of real, actionable steps for structure and growing any company online. No gimmicks, no fluff.
It’s important to comprehend that despite the fact that I’m qualifying internet marketing as if it’s something various totally than plain old traditional marketing, it’s not. You might see internet marketing and think “that’s for those internet expert men who offer courses and things. I have a physical service business, so that’s not for me” and totally disregard what I will 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 due to the fact that we’re specifying where we do not even need to certify shopping online as online shopping any longer, or stores online as e-commerce; it’s simply shopping and commerce.
It’s just the way consumer habits is heading. Even for businesses that have a physical existence, the majority of consumers will have their first interaction with the business online long before they ever show up personally.
Here are the facts: year after year, more individuals are investing more of their money online. Check this out from Business Insider (emphasis mine):.
The variety of online buyers has actually grown by nearly 20 million from 2015 to 2016. And these 224 million shoppers are investing more, as the overall quantity spent 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 variety of online deals has actually increased by 115 million from 2015 to 2016.
Is it truly all that unexpected? I’m not that surprised. You can buy anything online at this point, even a better half (they do not ship through Prime, though, so it’s not worth it to await more than two days).
Recognize that you need to know how to reach and offer to individuals online? Good.
Surpass the book. Benefit from nearly 50 pages of notes that function as the perfect buddy to DotCom Secrets.
Why DotCom Secrets?
Offered the previously mentioned facts about customer habits and the basic instructions of marketing and commerce, understanding and mastering selling in the digital area has actually ended up being vital.
Companies that wish to survive, grow, and thrive now and into the future needs to for that reason understand how to reach and offer to people online.
It’s that basic.
Just because the sale takes place in digital area, or at least partially in digital space, does not indicate you require to rethink everything you learn about sales and selling. Much of the tried and real sales concepts that have been used since organisations initially existed are still being used effectively, but they are being combined and hybridized to optimum impact for the digital frontier.
From crossover sales to offering online one-for-one, there are numerous distinct tools, methods, and strategies particular to the online landscape that build on basic sales principles.
This blend of the old and the brand-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 say work of art?) DotCom Secrets.
If you wish to succeed online, you have to understand what these strategies are and how to use them.
Russell Brunson didn’t develop the majority of the techniques and strategies in the book, nor does he claim to. You can discover informational products that likewise describe many of the topics he presents in DotCom Secrets.
None of these other products, however, present the info in such an easy-to-follow format as DotCom Secrets. Oftentimes they likewise do not take such a holistic method.
In DotCom Secrets, Brunson links all the small details that comprise a successful online company, while likewise ensuring the reader never loses sight of the big picture: rapid service development.
Not just does he break down how present organisations effectively market and sell their items online, he provides a step-by-step plan for you to duplicate it within your own service. It has been my experience that this is the area where lots of similar guides crucially fall short. They concentrate on theory and fail on actionable details.
In other words, if you wish to find out how to offer online– be it physical items, digital items, training, or in-person services– you merely HAVE to read this book.
THE SECRET FORMULA.
Brunson starts with the foundation 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. He calls it the Secret Formula. When you’ve got their attention you can construct your deals, and BAM– you’ll be swimming in cash 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 quick buck, or using 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 automobiles and jetpacks, there is no changing the psychology of why people buy.
That hardwiring will be with us forever, which suggests that the tools you utilize to execute the methods in the book may alter, however the methods will remain the very same. The remaining power that the Secret Formula has is a testament to Brunson’s ability to boil the series of tools, strategies, 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 creation and deployment of different types of sales funnels online.
What exactly are sales funnels?
Sales funnels are the series of interactions a customer has with a company online during the purchase process. It’s the literal pages they visit before, during, and after they purchase something.
You may feel daunted in the beginning, thinking of building sales funnels.
You can quash any issues or worries you have relating to the technical aspects of structure sales funnels, or any websites online for that matter, as soon as you pick up this book.
Brunson does not want you to get hung up on this when you’re working on your method.
This is NOT where entrepreneur and business owners require to be spending their time. Everything talked about in the book can be created quickly, without any prior technical or coding understanding, using the drag-and-drop page home builder in ClickFunnels.
ClickFunnels was created by Russell Brunson so that business owners like you and I can focus on the important things that drive our service forward– not on the technical elements. My group and I use ClickFunnels and we enjoy it.
DotCom Secrets teaches and preaches the efficiency of a durable sales funnels, but if you think you belong in the innovative placement class you can skip best 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 option depends on you, however the concepts that drive the success of sales funnels apply 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 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 must), then by making use of sales funnels, along with the principles in DotCom Secrets, you’ll have the ability to manage this whole procedure. It it likewise essential to bear in mind that sales funnels aren’t just for offering products.
In Secrets, Brunson keeps this versatility well within the book’s scope and always in focus. He sets out numerous strategies for building sales funnels for any kind of services or product.
Everything starts with the Secret Formula (which isn’t that secret truly). By making use of pre-frames, upsells, downsells, and more, Brunson discusses how sales funnels can turn a 5- or 6-figure business into a 7- or 8-figure business– with no upward border for possible future growth.
At the threat of sounding like a broken record, this book isn’t about a get rich fast scheme. And I was hesitant at first that it might be yet another pump and discard details product.
Not the case in the least.
The charm of Brunson’s explanation is that he focuses on the psychological elements at play that are affecting the decision-making of a client. By doing things such as building trust, allaying fears, and removing threat, DotCom Secrets details how you can not only increase the revenue potential of a single client, but you can likewise develop a long-lasting fan of your company.
In this way, sales funnels are truly no different than the conventional selling procedure old-fashioned salesmen have actually been sharpening for years. Sales funnels simply adapt sales letters, sales calls, and knocking on doors to the digital area and enhance the buying experience for your clients and optimize your earnings.
So … Should I Read It?
If you have actually 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 internet (i.e., practically all organisations), then the response is a dedicated YES. Yes, this book is for you. If you read nothing else before you start offering online, read this book.
Russell Brunson’s insight isn’t confined to living between the covers of DotCom Secrets either.
He likewise provides links to complimentary digital resources that assist readers internalize and act upon the concepts presented in the book. Loaded with extremely consumable graphics, funnel plans, sales scripts, and evergreen techniques, this book has become a (dog-eared) staple of the tiny library of business books I keep on a shelf next to my desk.
Most importantly, you can get a free copy (just pay shipping) straight from Russell Brunson at the link below. He’s not going to be giving this book away free of charge forever, so make sure you declare your copy before they are all gone– or prior to he begins charging what this book is truly worth.
It deserves keeping in mind that Brunson isn’t handing out 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 should 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.
The Bottom Line.
The bottom line is that I enjoy DotCom Tricks. It is all information and no frills. The composing style is concise and structured and the accompanying graphics are super easy to understand and are “engineered for immediate recall.”.
Those are Brunson’s words, not mine, but he hit the nail on the head.
I understand it appears like I have been gushing about this title and yes, I might have a guy crush on Russell Brunson, but for me this book has actually been an important tool. Marketing and sales in digital areas can seem so frustrating. There are so many moving pieces and variables that a book like DotCom Tricks that makes sense of the madness in such a handy method truly sticks out from the crowd.
It’s complete of actual, actionable actions for structure and growing any company online. And these 224 million shoppers 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 just does he break down how existing services effectively market and sell their items online, he supplies a detailed blueprint for you to reproduce it within your own organisation. Brunson begins with the foundation of showing you how to figure out who your clients are, where they are online, how to find them, and how to get their attention. If you read absolutely nothing else before you start selling online, read this book.
Check out Dotcom Secrets for FREE Here.