If you’ve been trying to find a book to read 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 second time reading the book and I discovered, much 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 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 wishes to keep the book appropriate. Even with marketing techniques continuously altering, this book will remain exceptionally beneficial 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 section, Brunson speaks about value 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 dental professional would look something like this:
- Teeth cleansing
Those 4 steps in this specific worth ladder are examples of what a dentist can provide.
The customer comes in for a regular tooth cleansing. The dental expert states that your teeth could be whitened a little bit. He then up-sells you on teeth whitening. And after that after the whitening, he up-sells the retainer by stating that you could take advantage of the 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.
Think about your organisation and see what you can consist of 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 people through the sales procedure. The goal is to have them go into the funnel and transform as many of them as possible and have them return for more.
But prior to all of that, you first have to determine who your dream clients are. Russell made it pretty clear in the book that without this understanding, you will not succeed in running successful 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 enters into great detail on the 3 kinds of traffic so I suggest you take a look at the book for yourself (click here for the DotCom Secrets).
Area Two; Your Communication/ Follow-up Funnel
In this section, Brunson talks about the appealing character and what it suggests for your funnels (if you do not have an attractive character, then your funnels will not achieve success).
The appealing character is somebody 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 correct e-mails you require to send out to your consumers after they have registered for your e-mail list. He even gives you scripts!
Prior to he closes out the chapter, he offers you his “day-to-day Seinfeld sequence” for emails. Who does not love Seinfeld?? This chapter was pure gold, so once again, I recommend you pick up a copy of the book to discover more!
Area Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).
This section is everything about funnels. How to create them, how to manage them, how to utilize them in the best possible method so you can see the best outcomes.
He discusses the various types of funnels and the appropriate way to use each of those, where to position them, and he discusses the building blocks of a funnel which was truly cool to see.
I was amazed by simply just how much information he gave away in this area. He might’ve kept back a little bit, however he went full throttle in supplying detail.
Area Four; Funnels and Scripts.
In this area, Brunson discusses the various kinds of offers you can do for your funnels.
Do you know what else he carries out in this area? He offers more e-mail scripts!
The scripts he gives work for the different kinds 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.
And finally, he goes into greater detail about the various kinds of funnels (i.e frontend funnel, middle and worth ladder funnel, and backend funnels).
Area Five; Clickfunnels.
In the last area, he shows you the power of Clickfunnels. For those of you who don’t know what Clickfunnels is, it is just a site where you can decide on design templates for a funnel and edit it to your preference.
DotCom Secrets is a thorough refresher course in internet marketing. It’s the conclusion of Russell Brunson’s 10+ years of building his own multimillion-dollar organisations online and his experience helping thousands of other people construct effective business.
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 constructed the fastest-growing non-venture-capital-backed SaaS company– ClickFunnels.
If you want to achieve success selling online, you need to certainly have a look at ClickFunnels. They make it easy to try 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 actions for building and growing any business online. No tricks, no fluff.
It is essential to comprehend that even though I’m certifying internet marketing as if it’s something different completely than plain old standard marketing, it’s not. You may see internet marketing and believe “that’s for those internet guru men who sell courses and stuff. I have a traditional service organisation, so that’s not for me” and completely overlook what I’m about to state.
That’s when I would scream “WRONG”!
Call it what you desire– digital marketing, web marketing, e-marketing– it’s all MARKETING.
I say 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 merely the way consumer habits is heading. Even for services that have a physical existence, many consumers will have their first interaction with the business online long before they ever show up in person.
Here are the realities: every year, more people are spending more of their money online. Check this out from Business Insider (focus mine):.
The number of online consumers has actually grown by nearly 20 million from 2015 to 2016. And these 224 million buyers are spending more, as the overall amount invested online grew from $61 billion in the very first quarter of 2015 to $68 billion in Q1 2016. These customers are negotiating more frequently, as the number of online deals has actually risen by 115 million from 2015 to 2016.
But is it really all that surprising? I’m not that stunned. You can buy anything online at this moment, even a better half (they don’t deliver through Prime, though, so it’s not worth it to wait on more than 2 days).
Recognize that you need to understand how to reach and offer to people online? Good.
Exceed the book. Benefit from almost 50 pages of notes that serve as the best companion to DotCom Secrets.
Why DotCom Secrets?
Offered the previously mentioned facts about consumer behavior and the general instructions of marketing and commerce, understanding and mastering selling in the digital space has ended up being essential.
Business that wish to survive, grow, and flourish now and into the future needs to therefore comprehend how to reach and offer to individuals online.
It’s that simple.
Just because the sale takes place in digital space, or a minimum of partly in digital space, doesn’t suggest you need to reassess everything you learn about sales and selling. A lot of the tried and true sales concepts that have been used since organisations first existed are still being utilized successfully, but they are being combined and hybridized to optimum effect for the digital frontier.
From crossover sales to selling online one-for-one, there are a number of distinct tools, strategies, and methods specific to the online landscape that build on fundamental sales ideas.
This blend of the old and the new is at the foundation of what makes up web marketing as we understand it today, and it is the focus of Russell Brunson’s (dare I state masterpiece?) DotCom Secrets.
If you want to succeed online, you need to know what these strategies are and how to use them.
Russell Brunson didn’t develop most of the techniques and methods in the book, nor does he declare to. You can discover educational items that likewise outline much of the topics he presents in DotCom Secrets.
None of these other items, nevertheless, present the info in such an easy-to-follow format as DotCom Secrets. In many cases they likewise do not take such a holistic technique.
In DotCom Secrets, Brunson intertwines all the small details that make up an effective online business, while likewise ensuring the reader never ever forgets the big picture: rapid service growth.
Not only does he break down how present businesses effectively market and offer their products online, he provides a detailed plan for you to reproduce it within your own service. It has actually been my experience that this is the area where numerous comparable guides most importantly fall short. They focus on theory and fail on actionable info.
In other words, if you want to learn how to offer online– be it physical products, digital items, training, or in-person services– you simply HAVE to read this book.
THE SECRET FORMULA.
Brunson begins with the structure 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. 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 fast, making a quick dollar, or utilizing some loophole to rank on Google or Amazon.
The strength of this book is that the content is evergreen, implying 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 individuals buy.
That hardwiring will be with us forever, which means that the tools you use to carry out the techniques in the book might change, but the methods will stay the exact same. The remaining power that the Secret Formula has is a testimony to Brunson’s capability to boil the range of tools, techniques, and techniques 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 talks about the creation and implementation of different types of sales funnels online.
What precisely are sales funnels?
Sales funnels are the series of interactions a client has with a company online throughout the purchase procedure. It’s the literal pages they go to in the past, throughout, and after they purchase something.
You may feel frightened initially, thinking about developing sales funnels.
You can quash any concerns or fears you have concerning the technical elements of structure sales funnels, or any webpages 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 working on your strategy.
This is NOT where business owners and business owners require to be spending their time. Whatever gone over in the book can be produced quickly, without any previous technical or coding knowledge, using the drag-and-drop page home builder in ClickFunnels.
ClickFunnels was developed by Russell Brunson so that business owners like you and I can focus on the important things that drive our company forward– not on the technical elements. My team and I utilize ClickFunnels and we love it.
DotCom Secrets teaches and preaches the efficiency of a durable sales funnels, however if you believe you belong in the sophisticated positioning class you can skip right to the totally free 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS business, here.
Whether or not you utilize a simplified option is up to you, however the principles that drive the success of sales funnels are true throughout 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 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 need to), then by using sales funnels, as well as the principles in DotCom Secrets, you’ll have the ability to manage this whole process. It it likewise important to keep in mind that sales funnels aren’t just for offering items.
In Secrets, Brunson keeps this versatility well within the book’s scope and always in focus. He lays out several techniques for building sales funnels for any type of services or product.
All of it starts with the Secret Formula (which isn’t that secret actually). By making use of pre-frames, upsells, downsells, and more, Brunson explains how sales funnels can turn a 5- or 6-figure organisation into a 7- or 8-figure service– with no upward border for potential future growth.
At the danger of seeming like a broken record, this book isn’t about a get rich quick plan. And I was doubtful initially that it might be yet another pump and dump information item.
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 consumer. By doing things such as constructing trust, easing fears, and getting rid of danger, DotCom Tricks information how you can not just increase the income capacity of a single client, however you can likewise develop a lifelong fan of your company.
In this way, sales funnels are actually no different than the standard selling process traditional salesmen have been honing for decades. Sales funnels just adjust sales letters, sales calls, and knocking on doors to the digital space and enhance the buying experience for your customers and maximize your earnings.
… 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 web (i.e., virtually all businesses), then the response is a dedicated YES. Yes, this book is for you. If you check out 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 Secrets either.
He likewise offers links to free digital resources that help readers internalize and act on the concepts presented in the book. Loaded with highly consumable graphics, funnel plans, sales scripts, and evergreen techniques, this book has become a (dog-eared) staple of the small library of organisation books I continue a rack beside my desk.
Best of all, you can get a complimentary copy (simply 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 certain you declare your copy prior to they are all gone– or before he begins charging what this book is really worth.
It’s worth keeping in mind that Brunson isn’t giving away 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, photocopy the images, and highlight vital 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 however, so that’s simply me.
The Bottom Line.
The bottom line is that I like DotCom Tricks. It is all information and no frills. The composing design is succinct and structured and the accompanying graphics are super easy to understand and are “crafted for immediate recall.”.
Those are Brunson’s words, not mine, however he hit the nail on the head.
I understand it looks like I have been gushing about this title and yes, I may have a male crush on Russell Brunson, but for me this book has been a valuable tool. Marketing and sales in digital spaces can seem so frustrating. There are so many moving pieces and variables that a book like DotCom Secrets that makes sense of the insanity in such a valuable method really stands out from the crowd.
It’s complete of real, actionable actions for building and growing any business online. And these 224 million shoppers 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. Not just does he break down how current companies effectively market and sell their items online, he offers a step-by-step blueprint for you to duplicate it within your own business. Brunson starts with the foundation 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 nothing else prior to you begin selling online, read this book.