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 finished reading DotCom Secrets by Russell Brunson. It was my second time checking out the book and I found out, a lot more, reading it the 2nd time around.
It’s one of those books that you need to read numerous times to fully grasp it. And even then, it’s still not enough.
Brunson stated in the intro of the book that his objective was to keep the book evergreen for several years and years to come.
By evergreen, he wants to keep the book appropriate. Even with marketing techniques continuously altering, this book will remain exceptionally useful in marketing no matter the year (perhaps not the year 2700, but you never ever understand).
What is in the book?
In the book, there are 5 different areas.
Section One; Ladders and Funnels
In this area, Brunson speaks about worth ladders and funnels.
The value ladder is what you’re offering to your consumers. To use the example in the book, the worth ladder for a dental expert would look something like this:
- Teeth cleansing
Those 4 steps in this specific worth ladder are examples of what a dental expert can use.
The customer comes in for a routine tooth cleaning. Then the dental practitioner states that your teeth could be whitened a bit. He then up-sells you on teeth whitening. And then after the bleaching, he up-sells the retainer by stating that you could take advantage of using a retainer. And finally, the dental practitioner states that you can take advantage of cosmetic dentistry.
Each step up the ladder, the rate goes up and up.
Think of 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 go about beginning your sales funnel( s).
A funnel moves individuals through the sales procedure. The objective is to have them get in the funnel and transform as a lot of them as possible and have them come back for more.
But prior to all of that, you initially need to find out who your dream consumers are. Russell made it pretty clear in the book that without this knowledge, 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 three types of traffic”.
The three kinds of traffic are 1. traffic you manage 2. traffic you don’t manage 3. traffic you own.
Brunson enters into terrific information on the three kinds of traffic so I suggest you have a look at the book for yourself (click here for the DotCom Secrets).
Section Two; Your Communication/ Follow-up Funnel
In this area, Brunson discusses the attractive character and what it indicates for your funnels (if you do not have an appealing character, then your funnels won’t be successful).
The appealing character is somebody customers can relate too (i.e somebody who remained in a comparable position as the customer, or an influencer of sorts).
Brunson likewise talks about the proper e-mails you need to send to your consumers after they have signed up for your email list. He even gives you scripts!
Prior to he closes out the chapter, he gives you his “everyday Seinfeld series” for emails. Who does not like Seinfeld?? This chapter was pure gold, so once again, I suggest 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 use them in the best possible method so you can see the very best results.
He talks about the various kinds of funnels and the proper way to utilize each of those, where to put them, and he talks about the building blocks of a funnel which was truly cool to see.
I was surprised by just how much info he gave away in this area. He might’ve held back a little bit, but he went full throttle in offering detail.
Section Four; Funnels and Scripts.
In this area, Brunson goes over the different kinds of offers you can do for your funnels.
Do you know what else he carries out in this section? He offers more email scripts!
The scripts he gives work for the different types 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.
And finally, he goes into higher detail about the various kinds of funnels (i.e frontend funnel, middle and value ladder funnel, and backend funnels).
Section Five; Clickfunnels.
In the last area, he reveals you the power of Clickfunnels. For those of you who do not understand what Clickfunnels is, it is merely a website where you can pick and choose templates for a funnel and modify it to your taste.
Check out Dotcom Secrets for FREE Here.
DotCom Secrets is a thorough refresher course in online marketing. It’s the culmination of Russell Brunson’s 10+ years of constructing his own multimillion-dollar businesses online and his experience assisting countless other people construct successful business.
If you’ve invested any amount of time on the planet of online marketing, then you’ve most likely heard of Russell prior to. He’s authored a few books currently and has constructed the fastest-growing non-venture-capital-backed SaaS service– ClickFunnels.
If you wish to be successful selling online, you ought to definitely have a look at ClickFunnels. They make it simple to try prior to you buy 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’s important to comprehend that despite the fact that I’m certifying internet marketing as if it’s something various totally than plain old standard marketing, it’s not. You might see online marketing and believe “that’s for those internet expert people who sell courses and things. I have a traditional service organisation, so that’s not for me” and totally neglect 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 say this because we’re specifying where we don’t even require to qualify shopping online as online shopping any longer, or stores online as e-commerce; it’s just shopping and commerce.
It’s just the way customer behavior 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 appear in person.
Here are the truths: every year, more people are investing more of their money online. Check this out from Business Insider (focus mine):.
The variety of online shoppers has actually grown by nearly 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 very first quarter of 2015 to $68 billion in Q1 2016. Lastly, these customers are negotiating more often, as the variety of online transactions has risen by 115 million from 2015 to 2016.
Is it really all that unexpected? I’m not that surprised. You can purchase anything online at this point, even a loved one (they don’t ship by means of Prime, however, so it’s not worth it to wait on more than 2 days).
Understand that you need to know how to reach and sell to individuals online? Good.
Surpass the book. Benefit from almost 50 pages of notes that function as the perfect companion to DotCom Secrets.
Why DotCom Secrets?
Given the previously mentioned truths about consumer behavior and the general direction of marketing and commerce, understanding and mastering selling in the digital space has actually become important.
Business that want to survive, grow, and thrive now and into the future should for that reason comprehend how to reach and sell to individuals online.
It’s that basic.
Just because the sale happens in digital space, or a minimum of partially in digital area, does not indicate you need to rethink everything you understand about sales and selling. Much of the attempted and real sales concepts that have been utilized since businesses initially existed are still being utilized successfully, but they are being combined and hybridized to optimal impact for the digital frontier.
From crossover sales to selling online one-for-one, there are a number of special tools, strategies, and techniques specific to the online landscape that build on basic sales ideas.
This blend of the old and the new is at the foundation of what constitutes online marketing as we understand it today, and it is the focus of Russell Brunson’s (dare I say work of art?) 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 invent most of the techniques and methods in the book, nor does he declare to. You can discover educational products that likewise outline many of the topics he presents in DotCom Secrets.
None of these other items, however, present the details 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 links all the small details that comprise a successful online company, while also making certain the reader never loses sight of the big picture: exponential business growth.
Not only does he break down how current organisations successfully market and sell their items 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 location where lots of similar guides most importantly fail. They focus on theory and fail on actionable details.
In short, if you wish to learn how to offer online– be it physical items, digital products, coaching, or in-person services– you merely HAVE to read this book.
THE SECRET FORMULA.
Brunson starts with the foundation of revealing you how to determine who your customers are, where they are online, how to find them, and how to get their attention. He calls it the Secret Formula. As soon as you’ve got their attention you can construct your deals, and BAM– you’ll be swimming in money 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 fast dollar, or using some loophole to rank on Google or Amazon.
The strength of this book is that the content is evergreen, suggesting it’ll be just as true tomorrow as it will be 10 years from now. Even if we have flying cars and trucks and jetpacks, there is no changing the psychology of why people purchase.
That hardwiring will be with us forever, which suggests that the tools you utilize to carry out the techniques in the book may change, however the techniques will stay the very same. The staying power that the Secret Formula has is a testimony to Brunson’s ability to boil the variety of tools, techniques, and techniques 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 development and deployment of various types of sales funnels online.
What precisely are sales funnels?
Sales funnels are the sequence of interactions a customer has with a business online during the purchase process. It’s the literal pages they go to before, throughout, and after they buy something.
You might feel frightened in the beginning, thinking about constructing sales funnels.
You can quash any concerns or fears you have concerning the technical aspects of structure sales funnels, or any webpages online for that matter, as quickly as you get this book.
Brunson does not desire you to get hung up on this when you’re working on your method.
This is NOT where company owner and business owners require to be spending their time. Everything talked about in the book can be created easily, with no previous technical or coding understanding, 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 concentrate on the important things that drive our business 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 durable sales funnels, however if you believe you belong in the innovative placement class you can avoid best to the totally free 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS company, here.
Whether you utilize a simplified option depends on you, however the ideas that drive the success of sales funnels apply throughout any number of platforms. If you have the coding chops, all the more power to you.
Sales funnels work and they work in a big 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 selling things online (as you definitely must), then by making use of sales funnels, in addition to the ideas in DotCom Secrets, you’ll have the ability to manage this whole process. It it likewise essential to keep in mind that sales funnels aren’t just for selling items.
In Secrets, Brunson keeps this flexibility well within the book’s scope and constantly in focus. He lays out a number of strategies for building sales funnels for any type of product or service.
Everything starts with the Secret Formula (which isn’t that secret really). By making use of 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 business– with no upward boundary for prospective 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 in the beginning that it might be yet another pump and dispose info item.
Not the case in the least.
The appeal of Brunson’s description is that he concentrates on the mental components at play that are affecting the decision-making of a client. By doing things such as developing trust, allaying worries, and getting rid of danger, DotCom Secrets details how you can not just increase the profits potential of a single consumer, however you can also develop a long-lasting fan of your business.
In this way, sales funnels are actually no different than the traditional selling procedure old school salesmen have actually been refining for decades. Sales funnels just adjust sales letters, sales calls, and knocking on doors to the digital space and optimize the purchasing experience for your customers 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 currently are or will in the future be selling things and discovering clients/customers from the internet (i.e., virtually all businesses), then the response is a wholehearted YES. Yes, this book is for you. If you check out absolutely nothing else prior to you start selling online, read this book.
Russell Brunson’s insight isn’t restricted to living between the covers of DotCom Tricks either.
He also offers links to totally free digital resources that help readers internalize and act upon the ideas presented in the book. Packed with extremely consumable graphics, funnel plans, sales scripts, and evergreen strategies, this book has become a (dog-eared) staple of the mini library of business books I keep on a rack beside my desk.
Best of all, you can get a free 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 sure you declare your copy before they are all gone– or before he begins charging what this book is really worth.
It deserves 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 need to see my copy. Every page is bright yellow and there’s a stack of dead highlighters next to my desk. I’ve been called a highlighter addict prior to though, so that’s just me.
The Bottom Line.
The bottom line is that I like DotCom Secrets. It is all details and no frills. The writing design is succinct and structured and the accompanying graphics are super easy to understand and are “engineered for instant recall.”.
Those are Brunson’s words, not mine, but he hit the nail on the head.
I know it seems like I have actually been gushing about this title and yes, I may have a male crush on Russell Brunson, but for me this book has been an important tool. Marketing and sales in digital spaces can seem so frustrating. There are many moving pieces and variables that a book like DotCom Tricks that makes sense of the madness in such a helpful way really sticks out from the crowd.
It’s full of actual, actionable steps for structure and growing any business online. And these 224 million buyers 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 existing organisations effectively market and sell their items online, he offers a step-by-step plan for you to reproduce it within your own service. Brunson begins 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 check out nothing else prior to you begin selling online, read this book.
Check out Dotcom Secrets for FREE Here.