If you’ve been searching for a book to read that will take your marketing skills to the next level, then keep reading this.
I recently ended up reading DotCom Secrets by Russell Brunson. It was my second time checking out the book and I discovered, even more, reading it the 2nd time around.
It’s one of those books that you have to check out numerous times to totally understand it. And even then, it’s still inadequate.
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 wants to keep the book relevant. Even with marketing approaches constantly altering, this book will stay exceptionally beneficial in marketing no matter the year (perhaps 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 discusses value ladders and funnels.
The value ladder is what you’re selling to your customers. To utilize the example in the book, the worth ladder for a dental practitioner would look something like this:
- Teeth cleaning
Those 4 steps in this specific value ladder are examples of what a dental practitioner can offer.
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 usage of a retainer.
Each step up the ladder, the rate goes up and up.
Think of your organisation and see what you can include in your value ladder.
In the other parts of this section, Russell tells you how to best set about starting your sales funnel( s).
A funnel moves 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 come back for more.
However before all of that, you first need to find out who your dream customers are. Russell made it quite clear in the book that without this understanding, you will not succeed in running successful funnels.
I’m not going to attempt and spoil excessive for you, however the last part of section one is “the three 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 fantastic information on the three kinds of traffic so I recommend you have a look at the book for yourself (click on this link for the DotCom Secrets).
Section Two; Your Communication/ Follow-up Funnel
In this area, Brunson talks about the appealing character and what it indicates for your funnels (if you do not have an attractive character, then your funnels won’t be successful).
The attractive character is someone consumers can relate too (i.e someone who remained in a similar position as the consumer, or an influencer of sorts).
Brunson likewise goes over the proper emails you need to send out to your customers after they have signed up for your email list. He even offers you scripts!
Before he liquidates the chapter, he gives you his “everyday Seinfeld sequence” for emails. Who doesn’t love Seinfeld?? This chapter was pure gold, so once again, I suggest you pick up a copy of the book to learn more!
Section Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).
This area is everything about funnels. How to develop them, how to manage them, how to use them in the very best possible way so you can see the very best outcomes.
He speaks about the various kinds of funnels and the proper way to utilize each of those, where to put them, and he discusses the building blocks of a funnel which was really cool to see.
I was amazed by simply how much information he handed out in this area. He might’ve held back a little bit, however he went full throttle in providing information.
Area Four; Funnels and Scripts.
In this section, Brunson talks about the various types of deals you can do for your funnels.
Do you understand what else he does in this section? He gives more e-mail 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 because chapter, he provides you email scripts that work well for webinars that you are hosting.
He goes into greater detail about the various types of funnels (i.e frontend funnel, middle and value ladder funnel, and backend funnels).
Area Five; Clickfunnels.
In the last area, he shows you the power of Clickfunnels. For those of you who do not understand what Clickfunnels is, it is simply a site where you can pick design templates for a funnel and edit it to your preference.
DotCom Secrets is a detailed refresher course in internet marketing. It’s the culmination of Russell Brunson’s 10+ years of building his own multimillion-dollar companies online and his experience assisting countless other people build effective business.
If you’ve spent any amount of time on the planet of online marketing, then you’ve probably become aware of Russell prior to. He’s authored a few books currently and has developed the fastest-growing non-venture-capital-backed SaaS business– ClickFunnels.
If you want to be successful selling online, you should certainly check out ClickFunnels. They make it easy to attempt prior to you buy with a 14 day free trial.
Brunson is the genuine offer, and so is DotCom Secrets. It’s complete of real, actionable actions for building and growing any company online. No tricks, no fluff.
It is essential to understand that despite the fact that I’m certifying web marketing as if it’s something different totally than plain old traditional marketing, it’s not. You may see internet marketing and think “that’s for those internet expert men who sell courses and things. I have a physical service company, so that’s not for me” and completely disregard what I’m about to say.
That’s when I would yell “WRONG”!
Call it what you desire– digital marketing, online marketing, e-marketing– it’s all MARKETING.
I state this because we’re getting to the point where we do not even require to certify shopping online as online shopping any longer, or shops online as e-commerce; it’s simply shopping and commerce.
It’s merely the method customer behavior is heading. Even for businesses that have a physical presence, many consumers will have their first interaction with the business online long before they ever show up in person.
Here are the facts: year after year, more people are investing more of their money online. Check this out from Business Insider (focus mine):.
The variety of online consumers has actually grown by almost 20 million from 2015 to 2016. And these 224 million shoppers are spending more, as the overall amount spent online grew from $61 billion in the very first quarter of 2015 to $68 billion in Q1 2016. Finally, these consumers are negotiating more frequently, as the variety of online deals has actually risen by 115 million from 2015 to 2016.
Is it actually all that surprising? I’m not that stunned. You can buy anything online at this point, even a loved one (they don’t deliver via Prime, though, so it’s not worth it to await more than 2 days).
Recognize that you require to understand how to reach and sell to individuals online? Excellent.
Exceed the book. Make the most of nearly 50 pages of notes that function as the best buddy to DotCom Secrets.
Why DotCom Secrets?
Provided the abovementioned facts about customer behavior and the basic direction of marketing and commerce, understanding and mastering selling in the digital area has ended up being vital.
Companies that wish to endure, grow, and flourish now and into the future should for that reason understand how to reach and offer to people over the internet.
It’s that easy.
Even if the sale occurs in digital area, or a minimum of partly in digital area, does not indicate you require to reassess whatever you know about sales and selling. Much of the attempted and real sales principles that have been utilized considering that companies initially existed are still being utilized successfully, however 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, methods, and strategies particular to the online landscape that build on basic 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 say masterpiece?) DotCom Secrets.
If you want to achieve success online, you need to know what these methods are and how to use them.
Russell Brunson didn’t create the majority of the methods and techniques in the book, nor does he declare to. You can find educational items that similarly outline a number of the topics he presents in DotCom Secrets.
None of these other products, nevertheless, present the info in such an easy-to-follow format as DotCom Secrets. In a lot of cases they likewise do not take such a holistic technique.
In DotCom Secrets, Brunson links all the small details that comprise a successful online company, while likewise making certain the reader never forgets the big picture: exponential business development.
Not just does he break down how existing companies successfully market and sell their products online, he supplies a detailed blueprint for you to duplicate it within your own organisation. It has actually been my experience that this is the area where numerous similar guides most importantly fall short. They concentrate on theory and fail on actionable information.
Simply put, if you want to find out how to sell online– be it physical items, digital items, training, or in-person services– you merely HAVE to read this book.
THE SECRET FORMULA.
Brunson begins with the structure of revealing you how to find 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. 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 basic.
Let me be clear: this book is not a guide to getting rich quick, making a quick dollar, or using some loophole to rank on Google or Amazon.
The strength of this book is that the content is evergreen, meaning it’ll be just as real 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 individuals buy.
That hardwiring will be with us permanently, which implies that the tools you utilize to execute the techniques in the book may alter, however the strategies will stay the very 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 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 talks about the development and implementation of various types of sales funnels online.
But just what are sales funnels?
Sales funnels are the sequence of interactions a consumer has with a business online throughout the purchase process. It’s the actual pages they go to previously, during, and after they purchase something.
You might feel frightened in the beginning, thinking about building sales funnels.
You can quash any concerns or worries you have concerning the technical elements of building sales funnels, or any webpages online for that matter, as soon as you get this book.
Brunson doesn’t want you to get hung up on this when you’re dealing with your technique.
This is NOT where entrepreneur and business owners need to be investing their time. Whatever gone over in the book can be created easily, without any previous technical or coding knowledge, utilizing the drag-and-drop page builder in ClickFunnels.
ClickFunnels was created 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 utilize ClickFunnels and we like it.
DotCom Secrets teaches and preaches the efficiency of a well-built sales funnels, however if you believe you belong in the sophisticated positioning class you can avoid right to the free 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS business, here.
Whether you utilize a simplified solution depends on you, but the ideas that drive the success of sales funnels are true across any number of platforms. If you have the coding chops, even more power to you.
Sales funnels work and they work in a huge method. It doesn’t matter if you utilize ready-made-software or if you do the work yourself.
When you have your own website and platform for offering things online (as you definitely must), then by utilizing sales funnels, along with the principles in DotCom Secrets, you’ll be able to control this whole procedure. It it likewise crucial to bear in mind that sales funnels aren’t just for selling items.
In Secrets, Brunson keeps this versatility well within the book’s scope and always in focus. He sets out several methods for developing sales funnels for any kind of service or product.
It all starts with the Secret Formula (which isn’t that secret actually). By utilizing 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 organisation– with no upward boundary for possible future development.
At the risk of seeming like a broken record, this book isn’t about a get rich quick scheme. And I was skeptical in the beginning that it might be yet another pump and dispose info product.
Not the case in the least.
The charm of Brunson’s explanation is that he concentrates on the psychological aspects at play that are impacting the decision-making of a customer. By doing things such as building trust, easing worries, and getting rid of risk, DotCom Tricks information how you can not only increase the revenue potential of a single customer, however you can also develop a long-lasting fan of your company.
In this way, sales funnels are truly no different than the traditional selling process old-fashioned salesmen have actually been refining for decades. Sales funnels simply adjust sales letters, sales calls, and knocking on doors to the digital space and enhance the purchasing experience for your clients and optimize your profits.
So … 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 offering things and finding clients/customers from the internet (i.e., virtually all services), then the answer is an unfaltering YES. Yes, this book is for you. If you read nothing else prior to you start selling online, read this book.
Russell Brunson’s insight isn’t confined to living in between the covers of DotCom Tricks either.
He likewise provides links to complimentary digital resources that help readers internalize and act upon the concepts presented in the book. Loaded with extremely consumable graphics, funnel plans, sales scripts, and evergreen strategies, this book has become a (dog-eared) staple of the mini library of company books I keep on a shelf beside my desk.
Best of all, you can get a complimentary copy (just pay shipping) straight from Russell Brunson at the link listed below. He’s not going to be offering this book away free of charge permanently, so make certain you declare your copy prior to they are all gone– or before he starts charging what this book is really worth.
It deserves keeping in mind that Brunson isn’t handing out 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, photocopy the images, and emphasize important passages.
You ought to see my copy. Every page is brilliant yellow and there’s a pile of dead highlighters next to my desk. I have actually been called a highlighter addict before though, so that’s simply me.
The bottom line is that I enjoy DotCom Tricks. It is all information and no frills. The composing design is succinct 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 seems like I have actually been gushing about this title and yes, I might have a guy crush on Russell Brunson, but for me this book has been a valuable tool. Marketing and sales in digital spaces can appear so overwhelming. There are so many moving pieces and variables that a book like DotCom Tricks that makes sense of the insanity in such a practical way truly stands out from the crowd.
It’s full of real, actionable actions for building and growing any business online. And these 224 million buyers are investing 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 only does he break down how existing companies effectively market and offer their products online, he supplies a detailed blueprint for you to duplicate it within your own company. Brunson begins with the structure of revealing you how to figure out who your customers are, where they are online, how to find them, and how to get their attention. If you read absolutely nothing else prior to you begin selling online, read this book.
Check out Dotcom Secrets for FREE Here.