If you’ve been looking for a book to check out that will take your marketing abilities 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 learned, much more, reading it the 2nd time around.
It’s one of those books that you have to check out multiple times to totally understand it. And even then, it’s still insufficient.
Brunson said in the introduction 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 stay incredibly useful in marketing no matter the year (perhaps not the year 2700, however you never ever understand).
What’s in the book?
In the book, there are 5 different areas.
Section One; Ladders and Funnels
In this section, Brunson talks about worth ladders and funnels.
The worth ladder is what you’re offering to your consumers. To utilize the example in the book, the worth ladder for a dental professional would look something like this:
- Teeth cleansing
Those 4 steps in this particular value ladder are examples of what a dental professional can use.
The consumer comes in for a regular tooth cleansing. And then after the whitening, he up-sells the retainer by stating that you might benefit from the use of a retainer.
Each step up the ladder, the rate goes up and up.
Think of your organisation and see what you can include in your value ladder.
In the other parts of this area, Russell tells you how to best go about beginning your sales funnel( s).
A funnel moves people through the sales process. The goal is to have them go into the funnel and transform as a lot of them as possible and have them return 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 ruin excessive for you, but the last part of area one is “the 3 types of traffic”.
The three types of traffic are 1.
Brunson goes into great detail on the 3 types of traffic so I suggest you check out the book on your own (click here for the DotCom Secrets).
Area Two; Your Communication/ Follow-up Funnel
In this area, Brunson talks about the appealing character and what it implies for your funnels (if you don’t have an appealing character, then your funnels won’t be successful).
The appealing character is someone consumers can relate too (i.e somebody who remained in a similar position as the consumer, or an influencer of sorts).
Brunson also discusses the appropriate emails you need to send out to your consumers after they have actually registered for your e-mail list. He even provides you scripts!
Prior to he liquidates the chapter, he offers you his “daily Seinfeld sequence” for emails. Who doesn’t like Seinfeld?? This chapter was pure gold, so once again, I recommend 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 everything about funnels. How to produce them, how to manage them, how to utilize them in the best possible method so you can see the best results.
He talks about the various types of funnels and the correct method 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 surprised by simply how much info he gave away in this section. He might’ve held back a little bit, but he went full throttle in supplying information.
Area Four; Funnels and Scripts.
In this section, Brunson talks about the various kinds of deals you can do for your funnels.
Do you understand what else he carries out in this section? He gives more e-mail scripts!
The scripts he gives work for the different types of funnels you run. For example; there is a chapter in this section titled “The Perfect Webinar” and because chapter, he provides you email scripts that work well for webinars that you are hosting.
He goes into higher detail about the different types of funnels (i.e frontend funnel, middle and value ladder funnel, and backend funnels).
Section Five; Clickfunnels.
In the last section, he reveals you the power of Clickfunnels. For those of you who don’t know what Clickfunnels is, it is simply a website where you can pick design templates for a funnel and edit it to your taste.
DotCom Secrets is a detailed crash course in internet marketing. It’s the conclusion of Russell Brunson’s 10+ years of constructing his own multimillion-dollar companies online and his experience assisting thousands of other individuals construct effective companies.
If you’ve spent any amount of time in the world of online marketing, then you’ve most likely heard of Russell before. He’s authored a couple of books currently and has actually built the fastest-growing non-venture-capital-backed SaaS service– ClickFunnels.
If you want to be successful selling online, you ought to definitely have a look at ClickFunnels. They make it simple to attempt before you buy with a 14 day complimentary trial.
Brunson is the genuine offer, and so is DotCom Secrets. It’s complete of actual, actionable actions for building and growing any business online. No tricks, no fluff.
It’s important to understand that although I’m qualifying online marketing as if it’s something different entirely than plain old traditional marketing, it’s not. You may see online marketing and think “that’s for those internet guru guys who sell courses and things. I have a traditional service business, so that’s not for me” and entirely neglect what I’m about to state.
That’s when I would shout “WRONG”!
Call it what you desire– digital marketing, internet marketing, e-marketing– it’s all MARKETING.
I state this since we’re getting to the point where we do not even require to qualify shopping online as online shopping anymore, or shops online as e-commerce; it’s just shopping and commerce.
It’s just the way consumer behavior is heading. Even for businesses that have a physical presence, the majority of customers will have their first interaction with the company online long before they ever appear in person.
Here are the realities: year after year, more people are investing more of their cash online. Check this out from Business Insider (focus mine):.
The variety of online consumers has grown by almost 20 million from 2015 to 2016. And these 224 million buyers are investing more, as the total amount spent online grew from $61 billion in the very first quarter of 2015 to $68 billion in Q1 2016. Finally, these customers are negotiating more often, as the variety of online transactions has actually risen by 115 million from 2015 to 2016.
However is it truly all that unexpected? I’m not that stunned. You can purchase anything online at this point, even a significant other (they do not ship through Prime, though, so it’s not worth it to wait for more than 2 days).
Realize that you require to understand how to reach and offer to people online? Great.
Exceed the book. Make the most of almost 50 pages of notes that function as the ideal buddy to DotCom Secrets.
Why DotCom Secrets?
Provided the previously mentioned truths about consumer behavior and the general direction of marketing and commerce, understanding and mastering selling in the digital area has ended up being necessary.
Business that wish to survive, grow, and thrive now and into the future must for that reason understand how to reach and sell to individuals over the internet.
It’s that simple.
Just because the sale takes place in digital area, or a minimum of partially in digital area, doesn’t suggest you require to reassess everything you understand about sales and selling. Many of the tried and true sales principles that have actually been utilized given that businesses initially existed are still being utilized successfully, however they are being combined and hybridized to ideal result for the digital frontier.
From crossover sales to selling online one-for-one, there are a number of unique tools, techniques, and strategies particular to the online landscape that build on basic sales principles.
This mix of the old and the brand-new is at the structure of what makes up online marketing as we know it today, and it is the focus of Russell Brunson’s (dare I say work of art?) DotCom Secrets.
If you want to be successful online, you need to understand what these methods are and how to use them.
Russell Brunson didn’t invent the majority of the strategies and strategies in the book, nor does he declare to. You can discover informational products that similarly describe much of the subjects 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 a lot of 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 forgets the big picture: exponential service development.
Not only does he break down how current businesses successfully market and offer their items online, he provides a detailed blueprint for you to duplicate it within your own company. It has been my experience that this is the area where lots of similar guides most importantly fall short. They focus on theory and fail on actionable information.
In short, if you wish to learn how to offer online– be it physical products, digital items, training, or in-person services– you just 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 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 offers, and BAM– you’ll be swimming in cash 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 utilizing 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 true 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 purchase.
That hardwiring will be with us permanently, which means that the tools you use to perform the techniques in the book may change, but the methods will remain the same. The staying power that the Secret Formula has is a testament to Brunson’s ability to boil the range of tools, strategies, and tactics 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 creation and release of various kinds of sales funnels online.
However what exactly are sales funnels?
Sales funnels are the sequence of interactions a client has with a business online throughout the purchase procedure. It’s the actual pages they visit before, throughout, and after they buy something.
You might feel daunted initially, thinking of developing sales funnels.
You can quash any concerns or worries you have concerning the technical aspects of structure sales funnels, or any webpages online for that matter, as soon as you pick up this book.
Brunson doesn’t desire you to get hung up on this when you’re working on your method.
This is NOT where business owners and business owners need to be investing their time. Whatever gone over in the book can be developed quickly, without any prior technical or coding understanding, using the drag-and-drop page contractor in ClickFunnels.
ClickFunnels was produced 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 aspects. My team and I use ClickFunnels and we love it.
DotCom Secrets teaches and preaches the effectiveness of a sturdy sales funnels, but if you believe you belong in the sophisticated positioning class you can skip best to the totally free 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS company, here.
Whether or not you utilize a streamlined option depends on you, but the concepts 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 work in a big 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 selling things online (as you definitely must), then by making use of sales funnels, as well as the concepts in DotCom Secrets, you’ll be able to manage this entire process. It it likewise important to bear in mind that sales funnels aren’t just for selling products.
In Secrets, Brunson keeps this flexibility well within the book’s scope and always in focus. He lays out numerous techniques for building sales funnels for any kind of service or product.
All of it starts with the Secret Formula (which isn’t that secret truly). By making use of pre-frames, upsells, downsells, and more, Brunson describes how sales funnels can turn a 5- or 6-figure organisation into a 7- or 8-figure company– without any upward boundary for possible future growth.
At the danger of sounding like a broken record, this book isn’t about a get rich quick plan. And I was hesitant initially that it might be yet another pump and dispose details item.
Not the case in the least.
The beauty of Brunson’s description is that he focuses on the mental elements at play that are impacting the decision-making of a customer. By doing things such as developing trust, allaying worries, and eliminating danger, DotCom Secrets information how you can not only increase the earnings capacity of a single customer, however you can likewise construct a long-lasting fan of your business.
In this way, sales funnels are truly no different than the conventional selling procedure old school salespeople have been refining for years. Sales funnels just adjust sales letters, sales calls, and knocking on doors to the digital area and enhance the buying experience for your clients and optimize your income.
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 internet (i.e., virtually all organisations), then the answer is a dedicated YES. Yes, this book is for you. If you read 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 likewise supplies links to free digital resources that assist readers internalize and act on the ideas presented in the book. Jam-packed with extremely consumable graphics, funnel plans, sales scripts, and evergreen strategies, this book has actually ended up being a (dog-eared) staple of the tiny library of business books I keep a shelf next to my desk.
Most importantly, you can get a totally free copy (just pay shipping) straight from Russell Brunson at the link listed below. He’s not going to be providing this book away totally free permanently, so ensure you declare your copy prior to they are all gone– or before he begins charging what this book is really worth.
It deserves noting 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 vital passages.
You need to see my copy. Every page is intense yellow and there’s a pile of dead highlighters next to my desk. I’ve been called a highlighter addict before though, so that’s simply me.
The bottom line is that I like DotCom Tricks. It is all details and no frills. The composing design is concise and structured and the accompanying graphics are very easy to understand and are “engineered for instantaneous recall.”.
Those are Brunson’s words, not mine, but he struck the nail on the head.
I understand it looks like I have been gushing about this title and yes, I might 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 overwhelming. There are many moving pieces and variables that a book like DotCom Tricks that understands the madness in such an useful way truly stands out from the crowd.
It’s full of real, actionable actions for building and growing any business online. And these 224 million shoppers are investing more, as the overall quantity spent 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 businesses successfully market and sell their items online, he provides a detailed blueprint for you to reproduce it within your own company. Brunson starts 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. If you read absolutely nothing else prior to you start offering online, read this book.