Dotcom Secrets by Russell Brunson – Book Review

If you’ve been searching for a book to read that will take your marketing abilities to the next level, then keep reading this.

I just recently completed reading DotCom Secrets by Russell Brunson. It was my second time checking out the book and I learned, much more, reading it the second time around.

It’s one of those books that you need to check out multiple times to totally comprehend it. And even then, it’s still insufficient.

Brunson stated in the intro of the book that his goal was to keep the book evergreen for several years and years to come.

By evergreen, he wishes to keep the book pertinent. Even with marketing techniques continuously changing, this book will remain incredibly helpful in marketing no matter the year (perhaps not the year 2700, however you never know).

What is in the book?

In the book, there are 5 different areas.

Area One; Ladders and Funnels

In this section, Brunson talks about worth ladders and funnels.

The worth ladder is what you’re selling to your customers. So to use the example in the book, the value ladder for a dentist would look something like this:

  • Teeth cleaning
  • Lightening
  • Retainer
  • Cosmetic

Those 4 steps in this specific worth ladder are examples of what a dental practitioner can provide.

The customer comes in for a regular tooth cleansing. Then the dental professional states that your teeth could be lightened a 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 gain from the use of a retainer. The dental professional states that you can benefit from cosmetic dentistry.

Each step up the ladder, the cost increases and up.

Consider your organisation and see what you can consist of in your worth ladder.


In the other parts of this section, Russell tells you how to best go about starting your sales funnel( s).

A funnel relocations individuals through the sales procedure. The goal is to have them get in the funnel and transform as a lot of them as possible and have them come back for more.

Before all of that, you initially have to figure out who your dream customers are. Russell made it pretty clear in the book that without this understanding, you will not be successful in running successful funnels.

I’m not going to attempt and spoil too much for you, but the last part of section one is “the three kinds of traffic”.

The three types of traffic are 1.
Brunson enters into terrific information on the three types of traffic so I suggest you check out the book for yourself (click here for the DotCom Secrets).

Section Two; Your Communication/ Follow-up Funnel

In this section, Brunson goes over the appealing character and what it suggests for your funnels (if you do not have an appealing character, then your funnels will not be successful).

The attractive character is somebody consumers can relate too (i.e someone who was in a comparable position as the customer, or an influencer of sorts).

Brunson also talks about the proper e-mails you require to send out to your consumers after they have signed up for your e-mail list. He even offers you scripts!

Prior to he closes out the chapter, he gives you his “everyday Seinfeld sequence” for e-mails. Who does not love Seinfeld?? This chapter was pure gold, so once again, I recommend you pick up a copy of the book to learn more!

Area Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).

This area is all about funnels. How to develop them, how to manage them, how to use them in the very best possible method so you can see the best results.

He talks about the various kinds of funnels and the appropriate way to use each of those, where to position them, and he talks about the building blocks of a funnel which was truly cool to see.

I was surprised by simply just how much information he handed out in this area. He could’ve held back a little bit, but he went full throttle in offering information.

Area Four; Funnels and Scripts.

In this area, Brunson discusses the different types of offers you can do for your funnels.
Do you understand what else he does in this area? He offers more email scripts!

The scripts he gives work for the different types of funnels you run. For example; there is a chapter in this section entitled “The Perfect Webinar” and because chapter, he offers you email scripts that work well for webinars that you are hosting.

And lastly, he goes into greater information about the different kinds of funnels (i.e frontend funnel, middle and worth ladder funnel, and backend funnels).

Area Five; Clickfunnels.

In the last section, he reveals you the power of Clickfunnels. For those of you who don’t understand what Clickfunnels is, it is merely a website where you can decide on design templates for a funnel and edit it to your liking.

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DotCom Secrets is a detailed refresher course in internet marketing. It’s the conclusion of Russell Brunson’s 10+ years of constructing his own multimillion-dollar services online and his experience helping thousands of other people construct effective companies.

If you’ve spent any quantity of time in the world of online marketing, then you’ve most likely become aware of Russell before. He’s authored a few books currently and has actually constructed the fastest-growing non-venture-capital-backed SaaS organisation– ClickFunnels.

If you wish to achieve success selling online, you need to certainly have a look at ClickFunnels. They make it simple to try prior to you purchase with a 14 day totally free trial.

Brunson is the genuine deal, therefore is DotCom Secrets. It’s complete of real, actionable steps for structure and growing any company online. No gimmicks, no fluff.

It is necessary to understand that although I’m qualifying online 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 guys who offer courses and things. I have a physical service organisation, so that’s not for me” and totally neglect what I’m about to state.

That’s when I would scream “WRONG”!

Call it what you desire– digital marketing, online marketing, e-marketing– it’s all MARKETING.

I say this because we’re specifying where we don’t even need to certify shopping online as online shopping anymore, or stores online as e-commerce; it’s simply shopping and commerce.

It’s just the way consumer behavior is heading. Even for organisations that have a physical presence, most consumers will have their very first interaction with the company online long prior to they ever show up in person.

Here are the realities: every year, more people are investing more of their cash online. Check this out from Business Insider (emphasis mine):.

The number of online buyers has actually grown by almost 20 million from 2015 to 2016. 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. These customers are negotiating more often, as the number of online deals has risen by 115 million from 2015 to 2016.

But is it actually all that surprising? I’m not that stunned. You can purchase anything online at this moment, even a better half (they don’t deliver via Prime, though, so it’s not worth it to await more than two days).

Recognize that you need to understand how to reach and sell to people online? Great.

Read on.

Surpass the book. Take advantage of almost 50 pages of notes that serve as the best companion to DotCom Secrets.

Why DotCom Secrets?

Provided the previously mentioned facts about customer behavior and the general instructions of marketing and commerce, understanding and mastering selling in the digital space has become necessary.

Business that wish to survive, grow, and grow now and into the future should therefore understand how to reach and sell to individuals over the internet.

It’s that easy.

Just because the sale occurs in digital space, or at least partially in digital space, does not indicate you need to reassess everything you understand about sales and selling. Many of the tried and real sales concepts that have been used considering that organisations first existed are still being utilized effectively, however they are being integrated and hybridized to optimum result for the digital frontier.

From crossover sales to offering online one-for-one, there are a number of special tools, strategies, and techniques particular to the online landscape that build on essential sales principles.

This mix of the old and the new is at the foundation of what constitutes web marketing as we understand it today, and it is the focus of Russell Brunson’s (attempt I state masterpiece?) DotCom Secrets.

If you wish to succeed online, you have to understand what these strategies are and how to utilize them.

Russell Brunson didn’t invent the majority of the methods 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, however, present the information in such an easy-to-follow format as DotCom Secrets. In many cases they likewise don’t take such a holistic approach.

In DotCom Secrets, Brunson links all the small details that make up an effective online company, while also making sure the reader never ever forgets the big picture: rapid service development.

Not only does he break down how present companies effectively market and sell their items online, he provides a detailed plan for you to reproduce it within your own company. It has been my experience that this is the location where many similar guides crucially fall short. They concentrate on theory and fail on actionable information.

In other words, if you wish to learn how to sell online– be it physical items, digital items, training, or in-person services– you just HAVE to read this book.


Brunson begins with the foundation of revealing you how to determine who your clients are, where they are online, how to discover them, and how to get their attention. He calls it the Secret Formula. As soon as you’ve got their attention you can build your deals, 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 fast dollar, or using some loophole to rank on Google or Amazon.

The strength of this book is that the material is evergreen, implying it’ll be just as real tomorrow as it will be 10 years from now. Even if we have flying vehicles and jetpacks, there is no changing the psychology of why people purchase.

That hardwiring will be with us permanently, which means that the tools you utilize to perform the strategies in the book may alter, but the strategies will stay the same. The staying power that the Secret Formula has is a testament 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 exactly how the Secret Formula works, the bulk of DotCom Secrets goes over the production and implementation 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 throughout the purchase procedure. It’s the literal pages they check out previously, throughout, and after they buy something.

You may feel intimidated at first, thinking of constructing sales funnels.

You can quash any concerns or fears you have regarding the technical elements of structure sales funnels, or any web pages online for that matter, as quickly as you get this book.

Brunson doesn’t want you to get hung up on this when you’re working on your strategy.

This is NOT where entrepreneur and entrepreneurs require to be spending their time. Whatever discussed in the book can be produced quickly, with no previous technical or coding knowledge, using the drag-and-drop page contractor in ClickFunnels.

ClickFunnels was developed by Russell Brunson so that business owners like you and I can concentrate on the things that drive our business forward– not on the technical aspects. My team and I utilize ClickFunnels and we love it.

DotCom Secrets teaches and preaches the effectiveness of a durable sales funnels, however if you think you belong in the sophisticated placement class you can skip ideal to the totally free 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS company, here.

Whether or not you use a streamlined solution 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 operate 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 ought to), 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 also crucial to bear in mind that sales funnels aren’t just for offering items.

In Secrets, Brunson keeps this versatility well within the book’s scope and constantly in focus. He sets out a number of techniques for building sales funnels for any kind of services or product.

It all starts with the Secret Formula (which isn’t that secret truly). By utilizing pre-frames, upsells, downsells, and more, Brunson explains how sales funnels can turn a 5- or 6-figure service into a 7- or 8-figure company– without any upward boundary for possible future development.

At the danger of sounding like a broken record, this book isn’t about a get rich quick plan. And I was hesitant at first that it might be yet another pump and dispose information product.

Not the case in the least.

The beauty of Brunson’s description is that he concentrates on the psychological components at play that are affecting the decision-making of a consumer. By doing things such as constructing trust, allaying worries, and getting rid of risk, DotCom Tricks details how you can not just increase the income potential of a single customer, but you can likewise develop a long-lasting fan of your company.

In this way, sales funnels are actually no different than the conventional selling procedure 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 optimize the purchasing experience for your clients and maximize your revenue.

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 offering things and discovering clients/customers from the internet (i.e., practically all companies), then the response is an unfaltering YES. Yes, this book is for you. If you read absolutely nothing else before 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 supplies links to free digital resources that help readers internalize and act upon the ideas presented in the book. Packed with extremely consumable graphics, funnel blueprints, sales scripts, and evergreen methods, this book has ended up being a (dog-eared) staple of the mini library of service books I keep a rack beside my desk.

Most importantly, you can get a complimentary copy (just pay shipping) straight from Russell Brunson at the link listed below. He’s not going to be giving this book away totally free permanently, so ensure you claim your copy prior to they are all gone– or before he begins charging what this book is actually worth.

It’s worth noting that Brunson isn’t distributing 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 highlight vital passages.

You ought to see my copy. Every page is brilliant yellow and there’s a stack of dead highlighters beside my desk. I’ve been called a highlighter addict before however, so that’s simply me.

The Bottom Line.

The bottom line is that I enjoy DotCom Secrets. It is all information and no frills. The composing style is succinct and structured and the accompanying graphics are extremely 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 seems 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 been an important 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 understands the insanity in such an useful way truly stands apart from the crowd.

It’s complete of actual, actionable actions for structure and growing any business online. And these 224 million consumers are spending more, as the overall quantity spent online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. Not just does he break down how present companies successfully market and offer their products online, he provides a step-by-step blueprint for you to reproduce it within your own company. Brunson starts with the structure 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. If you read absolutely nothing else prior to you start offering online, read this book.

Next Steps

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