If you’ve been trying to find 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 second time reading the book and I discovered, a lot more, reading it the 2nd time around.
It’s one of those books that you need to check out several times to completely understand it. And even then, it’s still insufficient.
Brunson stated in the intro of the book that his objective was to keep the book evergreen for years and years to come.
By evergreen, he wants to keep the book relevant. Even with marketing methods constantly 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 different areas.
Section One; Ladders and Funnels
In this section, Brunson discusses worth ladders and funnels.
The value ladder is what you’re offering to your consumers. To utilize the example in the book, the value 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 professional can use.
The consumer comes in for a routine tooth cleansing. The dentist says that your teeth might be whitened a little bit. So he then up-sells you on teeth bleaching. And after that after the lightening, he up-sells the retainer by stating that you could benefit from 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 business and see what you can include in your value ladder.
In the other parts of this section, Russell tells you how to best go about beginning your sales funnel( s).
A funnel moves individuals through the sales procedure. The objective is to have them enter the funnel and transform as much of them as possible and have them return for more.
But before all of that, you initially need to determine who your dream consumers are. Russell made it quite clear in the book that without this understanding, you will not succeed in running effective funnels.
I’m not going to attempt and spoil too much for you, however the last part of section one is “the 3 kinds of traffic”.
The three kinds of traffic are 1. traffic you control 2. traffic you don’t manage 3. traffic you own.
Brunson enters into great information on the 3 types of traffic so I recommend you take a look at the book on your own (click on this link for the DotCom Secrets).
Section Two; Your Communication/ Follow-up Funnel
In this section, Brunson discusses the appealing character and what it implies for your funnels (if you don’t have an appealing character, then your funnels won’t succeed).
The appealing character is somebody customers can relate too (i.e somebody who was in a similar position as the customer, or an influencer of sorts).
Brunson also discusses the appropriate e-mails you require to send out to your customers after they have signed up for your email list. He even gives you scripts!
Prior to he liquidates the chapter, he offers you his “daily Seinfeld series” for emails. Who does not love Seinfeld?? This chapter was pure gold, so once again, I suggest 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 section is all about funnels. How to develop them, how to handle them, how to use them in the best possible way so you can see the best results.
He talks about the different types of funnels and the proper method to utilize each of those, where to put them, and he talks about the foundation of a funnel which was actually cool to see.
I was shocked by simply how much details he distributed in this area. He could’ve kept back a little bit, but he went full throttle in providing detail.
Area Four; Funnels and Scripts.
In this section, Brunson talks about the various types of offers you can do for your funnels.
Do you understand what else he does in this section? He gives more email scripts!
The scripts he gives work for the various kinds of funnels you run. For example; there is a chapter in this section titled “The Perfect Webinar” and because chapter, he offers you email scripts that work well for webinars that you are hosting.
He goes into higher 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 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 choose templates for a funnel and modify it to your liking.
DotCom Secrets is a thorough crash course in internet marketing. It’s the culmination of Russell Brunson’s 10+ years of constructing his own multimillion-dollar organisations online and his experience helping thousands of other individuals develop successful companies.
If you’ve invested any quantity of time on the planet of internet marketing, then you’ve probably heard of Russell prior to. He’s authored a couple of books already and has actually developed the fastest-growing non-venture-capital-backed SaaS business– ClickFunnels.
If you wish to succeed selling online, you need to certainly take a look at ClickFunnels. They make it simple to try before you buy with a 14 day free trial.
Brunson is the genuine deal, and so is DotCom Secrets. It’s complete of actual, actionable actions for building and growing any company online. No tricks, no fluff.
It is necessary 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 may see web marketing and believe “that’s for those internet guru guys who offer courses and things. I have a brick and mortar service company, so that’s not for me” and totally ignore what I will state.
That’s when I would scream “WRONG”!
Call it what you desire– digital marketing, internet marketing, e-marketing– it’s all MARKETING.
I say this because we’re getting to the point where we do not even need to qualify shopping online as online shopping anymore, or shops online as e-commerce; it’s simply shopping and commerce.
It’s simply the method customer behavior is heading. Even for organisations that have a physical presence, many customers will have their first interaction with the company online long before they ever show up personally.
Here are the realities: year after year, more people are spending more of their money online. Check this out from Business Insider (focus mine):.
The variety of online buyers has actually grown by almost 20 million from 2015 to 2016. And these 224 million buyers are investing more, as the total quantity spent online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. These consumers are negotiating more frequently, as the number of online deals has actually risen by 115 million from 2015 to 2016.
However is it really all that surprising? I’m not that shocked. You can buy anything online at this moment, even a loved one (they do not deliver by means of Prime, however, so it’s not worth it to wait for more than 2 days).
Realize that you need to know how to reach and offer to people online? Great.
Exceed the book. Make the most of almost 50 pages of notes that serve as the perfect companion to DotCom Secrets.
Why DotCom Secrets?
Offered the aforementioned realities about customer behavior and the basic direction of marketing and commerce, understanding and mastering selling in the digital area has actually ended up being vital.
Business that want to survive, grow, and flourish now and into the future needs to for that reason comprehend how to reach and offer to people over the internet.
It’s that easy.
Even if the sale occurs in digital area, or at least partly in digital space, doesn’t indicate you require to reconsider whatever you understand about sales and selling. Many of the attempted and real sales concepts that have actually been used considering that services initially existed are still being used successfully, but they are being combined and hybridized to ideal effect for the digital frontier.
From crossover sales to offering online one-for-one, there are a number of distinct tools, strategies, and techniques particular to the online landscape that build on fundamental sales ideas.
This mix 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 (attempt I state work of art?) DotCom Secrets.
If you wish to be successful online, you need to understand what these methods are and how to use them.
Russell Brunson didn’t create the majority of the techniques and techniques in the book, nor does he claim to. You can find informative products that similarly lay out a number of the topics he provides in DotCom Secrets.
None of these other products, nevertheless, present the details in such an easy-to-follow format as DotCom Secrets. In most cases they likewise don’t take such a holistic method.
In DotCom Secrets, Brunson links all the small details that comprise an effective online business, while also making sure the reader never ever forgets the big picture: rapid business development.
Not only does he break down how current organisations effectively market and sell their products online, he provides a step-by-step blueprint for you to reproduce it within your own business. It has actually been my experience that this is the location where numerous comparable guides most importantly fall short. They focus on theory and fail on actionable info.
In short, if you wish to discover how to sell online– be it physical products, digital products, coaching, or in-person services– you just HAVE to read this book.
THE SECRET FORMULA.
Brunson begins 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 build your deals, 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 buck, 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 purchase.
That hardwiring will be with us forever, which suggests that the tools you use to perform the techniques in the book might change, but the techniques will remain the exact same. The remaining power that the Secret Formula has is a testimony to Brunson’s ability to boil the series of tools, strategies, and techniques 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 production and implementation of various kinds of sales funnels online.
However just what are sales funnels?
Sales funnels are the series of interactions a client has with a company online during the purchase procedure. It’s the literal pages they go to in the past, throughout, and after they buy something.
You might feel frightened initially, thinking about building sales funnels.
You can quash any issues or fears you have regarding the technical aspects of structure sales funnels, or any web pages 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 dealing with your technique.
This is NOT where business owners and business owners require to be spending their time. Everything discussed in the book can be developed easily, with no prior technical or coding knowledge, utilizing the drag-and-drop page builder in ClickFunnels.
ClickFunnels was produced by Russell Brunson so that business owners like you and I can concentrate on the important things that drive our organisation 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, but if you think you belong in the sophisticated positioning class you can skip best to the complimentary 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS business, here.
Whether you use a streamlined solution is up to you, but the concepts that drive the success of sales funnels are true across any variety of platforms. If you have the coding chops, even more power to you.
Sales funnels work and they work in a huge way. 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 definitely must), then by using sales funnels, in addition to the principles in DotCom Secrets, you’ll be able to manage this whole process. It it likewise essential to remember 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 sets out numerous 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 using pre-frames, upsells, downsells, and more, Brunson describes how sales funnels can turn a 5- or 6-figure company into a 7- or 8-figure service– without any upward limit for possible future growth.
At the threat of sounding like a broken record, this book isn’t about a get rich quick plan. And I was skeptical in the beginning that it might be yet another pump and dispose information product.
Not the case in the least.
The appeal of Brunson’s description is that he focuses on the psychological elements at play that are impacting the decision-making of a customer. By doing things such as developing trust, allaying worries, and removing danger, DotCom Tricks details how you can not just increase the earnings capacity of a single client, but you can likewise build a long-lasting fan of your company.
In this way, sales funnels are truly no various than the standard selling procedure traditional salesmen have been refining for years. Sales funnels just adjust sales letters, sales calls, and knocking on doors to the digital area and optimize the purchasing experience for your consumers and optimize your revenue.
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 discovering clients/customers from the web (i.e., essentially all businesses), then the response is an unfaltering YES. Yes, this book is for you. If you read absolutely nothing else prior to you begin offering online, read this book.
Russell Brunson’s insight isn’t confined to living between the covers of DotCom Tricks either.
He likewise offers links to free digital resources that help readers internalize and act upon the ideas provided in the book. Packed with extremely consumable graphics, funnel plans, sales scripts, and evergreen strategies, this book has actually become a (dog-eared) staple of the mini library of business books I keep on a shelf beside my desk.
Most importantly, you can get a totally free copy (just pay shipping) directly from Russell Brunson at the link listed below. He’s not going to be providing this book away for free permanently, so make sure you claim your copy before they are all gone– or before he starts charging what this book is truly worth.
It deserves keeping in mind 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 emphasize crucial passages.
You should 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 junkie before however, so that’s simply 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 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 looks 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 an important tool. Marketing and sales in digital spaces can appear so frustrating. There are many moving pieces and variables that a book like DotCom Tricks that understands the insanity in such a helpful way truly 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 very first quarter of 2015 to $68 billion in Q1 2016. Not just does he break down how current organisations effectively market and sell their items online, he provides a detailed plan for you to replicate it within your own service. Brunson starts 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. If you check out nothing else before you begin offering online, read this book.