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 just recently ended up reading DotCom Secrets by Russell Brunson. It was my 2nd time checking out the book and I discovered, a lot more, reading it the second time around.
It’s one of those books that you have to check out multiple times to fully comprehend it. And even then, it’s still inadequate.
Brunson stated in the introduction of the book that his objective 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 techniques continuously altering, this book will remain extremely helpful in marketing no matter the year (maybe not the year 2700, but you never ever know).
What’s in the book?
In the book, there are 5 different sections.
Area One; Ladders and Funnels
In this section, Brunson talks about value ladders and funnels.
The value ladder is what you’re offering to your customers. So to use the example in the book, the worth ladder for a dental practitioner would look something like this:
- Teeth cleaning
Those 4 steps in this particular worth ladder are examples of what a dental expert can offer.
The consumer comes in for a regular tooth cleansing. The dental expert states that your teeth might be lightened a little bit. He then up-sells you on teeth lightening. And then after the lightening, he up-sells the retainer by saying that you might take advantage of making 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 informs you how to best tackle beginning your sales funnel( s).
A funnel relocations individuals through the sales process. The objective is to have them go into the funnel and convert as many of them as possible and have them come back for more.
But prior to all of that, you first have to find out who your dream consumers are. Russell made it quite clear in the book that without this understanding, you will not prosper 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 types of traffic”.
The 3 kinds of traffic are 1. traffic you control 2. traffic you do not manage 3. traffic you own.
Brunson enters into fantastic detail on the 3 kinds of traffic so I recommend you check out the book on your own (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 implies for your funnels (if you don’t have an attractive character, then your funnels won’t achieve success).
The appealing character is someone customers can relate too (i.e somebody who was in a similar position as the customer, or an influencer of sorts).
Brunson also talks about the correct e-mails you require to send to your consumers after they have registered for your e-mail list. He even provides you scripts!
Before he closes out the chapter, he gives you his “day-to-day Seinfeld sequence” for emails. Who does not love Seinfeld?? This chapter was pure gold, so again, I recommend you get a copy of the book to discover more!
Section Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).
This area is all about funnels. How to create them, how to handle them, how to utilize them in the best possible way so you can see the very best outcomes.
He discusses the different types of funnels and the appropriate way to use each of those, where to place them, and he talks about the foundation of a funnel which was truly cool to see.
I was shocked by just how much details he distributed in this area. He could’ve held back a bit, however he went full throttle in providing detail.
Area Four; Funnels and Scripts.
In this section, Brunson talks about the different types of deals you can do for your funnels.
Do you understand what else he does in this area? He gives more e-mail scripts!
The scripts he gives work for the different kinds of funnels you run. For example; there is a chapter in this area 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 enters 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 know what Clickfunnels is, it is merely a site where you can pick and choose design templates for a funnel and edit it to your preference.
Check out Dotcom Secrets for FREE Here.
DotCom Secrets is a comprehensive refresher course in web marketing. It’s the culmination of Russell Brunson’s 10+ years of building his own multimillion-dollar services online and his experience helping thousands of other people develop effective companies.
If you’ve spent any quantity of time worldwide of web marketing, then you’ve most likely become aware of Russell prior to. He’s authored a few books already and has actually developed the fastest-growing non-venture-capital-backed SaaS company– ClickFunnels.
If you want to succeed selling online, you need to certainly have a look at ClickFunnels. They make it simple to attempt before you purchase with a 14 day free trial.
Brunson is the real deal, and so is DotCom Secrets. It’s full of actual, actionable steps for building and growing any company online. No gimmicks, no fluff.
It is essential to understand that although I’m qualifying online marketing as if it’s something different completely than plain old conventional marketing, it’s not. You may see web 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 entirely neglect what I will 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 due to the fact that we’re getting to the point where we don’t even require to qualify shopping online as online shopping any longer, or stores online as e-commerce; it’s simply shopping and commerce.
It’s just the way customer behavior is heading. Even for organisations that have a physical presence, the majority of consumers will have their first interaction with the company online long prior to they ever appear in person.
Here are the facts: year after year, more individuals are spending more of their cash online. Check this out from Business Insider (emphasis mine):.
The variety of online shoppers has actually grown by nearly 20 million from 2015 to 2016. And these 224 million consumers are spending more, as the overall amount invested online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. These clients are negotiating more often, as the number of online deals has risen by 115 million from 2015 to 2016.
Is it truly all that unexpected? I’m not that shocked. You can purchase anything online at this moment, even a significant other (they do not deliver by means of Prime, however, so it’s not worth it to wait on more than two days).
Understand that you need to understand how to reach and offer to individuals online? Excellent.
Exceed the book. Make the most of almost 50 pages of notes that serve as the ideal buddy to DotCom Secrets.
Why DotCom Secrets?
Provided the previously mentioned realities about customer behavior and the general direction of marketing and commerce, understanding and mastering selling in the digital area has actually become vital.
Business that wish to make it through, grow, and grow now and into the future should for that reason comprehend how to reach and offer to individuals online.
It’s that basic.
Just because the sale occurs in digital area, or a minimum of partly in digital area, doesn’t indicate you require to rethink whatever you know about sales and selling. A lot of the tried and real sales principles that have been used given that services first existed are still being used successfully, however they are being combined and hybridized to optimal effect for the digital frontier.
From crossover sales to offering online one-for-one, there are several special tools, strategies, and methods particular to the online landscape that build on essential 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 (attempt I state work of art?) DotCom Secrets.
If you want to be successful online, you need to understand what these strategies are and how to use them.
Russell Brunson didn’t invent the majority of the strategies and strategies in the book, nor does he claim to. You can find informational products that similarly outline a number of the topics he provides in DotCom Secrets.
None of these other products, nevertheless, present the info in such an easy-to-follow format as DotCom Secrets. In many cases they also 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 sure the reader never forgets the big picture: rapid company growth.
Not just does he break down how present services effectively market and offer their items online, he supplies a step-by-step blueprint for you to duplicate it within your own service. It has been my experience that this is the location where many similar guides crucially fall short. They focus on theory and fall short on actionable info.
Simply put, if you wish to find out how to offer online– be it physical items, digital items, training, or in-person services– you simply HAVE to read this book.
THE SECRET FORMULA.
Brunson begins with the structure 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. He calls it the Secret Formula. Once you’ve got their attention you can build your offers, and BAM– you’ll be swimming in money 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 material is evergreen, suggesting it’ll be just as real tomorrow as it will be 10 years from now. Even if we have flying automobiles and jetpacks, there is no changing the psychology of why individuals buy.
That hardwiring will be with us permanently, which indicates that the tools you use to execute the methods in the book might change, but the strategies will stay the same. The staying power that the Secret Formula has is a testimony to Brunson’s capability to boil the range of tools, methods, and methods 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 deployment of various types of sales funnels online.
What precisely are sales funnels?
Sales funnels are the sequence of interactions a client has with a company online during the purchase process. It’s the actual pages they check out previously, during, and after they purchase something.
You may feel intimidated initially, considering constructing sales funnels.
You can quash any issues or worries you have relating to the technical elements of structure sales funnels, or any webpages online for that matter, as soon as you get this book.
Brunson does not want you to get hung up on this when you’re dealing with your strategy.
This is NOT where business owners and entrepreneurs require to be spending their time. Everything talked about in the book can be created quickly, without any prior technical or coding knowledge, using the drag-and-drop page contractor 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 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 well-built sales funnels, but if you think you belong in the advanced placement class you can skip right to the free 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS company, here.
Whether you utilize a streamlined service is up to you, however the principles that drive the success of sales funnels hold true 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 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 need to), then by making use of sales funnels, as well as the principles in DotCom Secrets, you’ll have the ability to manage this whole process. It it also essential to bear in mind that sales funnels aren’t just for selling products.
In Secrets, Brunson keeps this adaptability well within the book’s scope and always in focus. He sets out several methods for developing sales funnels for any kind of product or service.
It all starts with the Secret Formula (which isn’t that secret really). By making use of 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 service– without any upward border for possible future development.
At the danger of seeming like a broken record, this book isn’t about a get rich fast scheme. And I was skeptical at first that it might be yet another pump and dispose details item.
Not the case in the least.
The charm of Brunson’s description is that he concentrates on the mental aspects at play that are impacting the decision-making of a consumer. By doing things such as constructing trust, easing worries, and eliminating danger, DotCom Secrets information how you can not just increase the income capacity of a single consumer, however you can likewise construct a lifelong fan of your company.
In this way, sales funnels are truly no different than the traditional selling procedure old-fashioned salespeople have been refining for years. Sales funnels merely adjust sales letters, sales calls, and knocking on doors to the digital area and optimize the buying experience for your consumers and maximize your profits.
… 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 web (i.e., essentially all businesses), then the response is a wholehearted YES. Yes, this book is for you. If you read nothing else before you begin selling 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 presented in the book. Jam-packed with highly 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 continue a shelf next to 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 offering this book away free of charge permanently, so make certain you claim your copy before they are all gone– or prior to 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 fantastic book. It’s a physical copy that you can touch and hold. You can write in the margins, photocopy the images, and emphasize crucial passages.
You need 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 just me.
The Bottom Line.
The bottom line is that I love DotCom Tricks. It is all info and no frills. The writing design is concise and structured and the accompanying graphics are very easy to understand and are “crafted for instant recall.”.
Those are Brunson’s words, not mine, but he hit the nail on the head.
I understand 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 a valuable tool. Marketing and sales in digital spaces can seem so frustrating. There are a lot of moving pieces and variables that a book like DotCom Tricks that makes sense of the madness in such a handy method really sticks out from the crowd.
It’s complete of real, actionable steps for structure and growing any company online. And these 224 million consumers are investing more, as the total amount invested 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 services successfully market and sell their products online, he offers a step-by-step plan for you to duplicate it within your own organisation. Brunson starts with the foundation of showing you how to figure out who your consumers are, where they are online, how to find them, and how to get their attention. If you read nothing else before you start selling online, read this book.