If you’ve been looking for 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 2nd time checking out the book and I discovered, much more, reading it the 2nd time around.
It’s one of those books that you have to read multiple times to totally understand it. And even then, it’s still not enough.
Brunson said 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 approaches constantly altering, this book will remain incredibly helpful in marketing no matter the year (perhaps not the year 2700, however you never ever know).
What is in the book?
In the book, there are 5 various areas.
Area One; Ladders and Funnels
In this section, Brunson speaks about value ladders and funnels.
The worth 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 cleansing
Those 4 steps in this particular worth ladder are examples of what a dental expert can provide.
The consumer comes in for a routine tooth cleansing. Then the dental expert says that your teeth could be lightened a little bit. So he then up-sells you on teeth bleaching. And after that after the bleaching, he up-sells the retainer by saying that you could take advantage of the use of a retainer. And lastly, the dental practitioner says that you can benefit from cosmetic dentistry.
Each step up the ladder, the price goes up and up.
Consider 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 moves individuals through the sales process. The goal is to have them go into the funnel and convert as many of them as possible and have them come back for more.
But before all of that, you first have to determine who your dream customers are. Russell made it pretty clear in the book that without this knowledge, you will not succeed in running successful funnels.
I’m not going to attempt and ruin too much for you, however the tail end of section one is “the three types of traffic”.
The three types of traffic are 1.
Brunson enters into great detail on the 3 kinds of traffic so I recommend you check out the book for yourself (click on this link for the DotCom Secrets).
Area Two; Your Communication/ Follow-up Funnel
In this section, 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 succeed).
The attractive character is someone consumers can relate too (i.e someone who remained in a similar position as the consumer, or an influencer of sorts).
Brunson likewise talks about the proper emails you need to send out to your consumers after they have registered for your e-mail list. He even offers you scripts!
Prior to he closes out the chapter, he gives you his “day-to-day Seinfeld series” 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 find out more!
Section Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).
This area is everything about funnels. How to produce them, how to handle them, how to utilize them in the best possible method so you can see the best results.
He speaks about the different types of funnels and the appropriate way to utilize each of those, where to place them, and he talks about the building blocks of a funnel which was really cool to see.
I was amazed by simply just how much information he distributed in this section. He might’ve held back a bit, but he went full throttle in supplying detail.
Section Four; Funnels and Scripts.
In this area, Brunson talks about the various types of deals you can do for your funnels.
Do you know what else he performs in this area? He provides more e-mail scripts!
The scripts he gives work for the different kinds of funnels you run. For instance; 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 greater detail about the various 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 do not know what Clickfunnels is, it is merely a website where you can pick and choose templates for a funnel and modify it to your taste.
DotCom Secrets is a thorough refresher course in web marketing. It’s the conclusion of Russell Brunson’s 10+ years of developing his own multimillion-dollar companies online and his experience helping thousands of other people build successful companies.
If you’ve spent any quantity of time in the world of online marketing, then you’ve probably heard of Russell prior to. He’s authored a couple of books currently and has actually developed the fastest-growing non-venture-capital-backed SaaS business– ClickFunnels.
If you want to succeed selling online, you need to definitely have a look at ClickFunnels. They make it easy to attempt before you buy with a 14 day complimentary trial.
Brunson is the real offer, and so 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 even though I’m certifying web marketing as if it’s something various completely than plain old conventional marketing, it’s not. You might see internet marketing and think “that’s for those internet master people who offer courses and stuff. I have a traditional service business, so that’s not for me” and entirely ignore what I will say.
That’s when I would shout “WRONG”!
Call it what you want– digital marketing, online marketing, e-marketing– it’s all MARKETING.
I say this because we’re getting to the point where we don’t even need to qualify shopping online as online shopping anymore, or shops online as e-commerce; it’s just shopping and commerce.
It’s merely the way consumer habits is heading. Even for services that have a physical presence, many customers will have their very first interaction with the business online long prior to they ever show up face to face.
Here are the realities: every year, more individuals are spending more of their money online. Check this out from Business Insider (focus mine):.
The variety of online consumers has grown by nearly 20 million from 2015 to 2016. And these 224 million consumers 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. These clients are transacting more frequently, as the number of online deals has increased by 115 million from 2015 to 2016.
Is it really all that surprising? I’m not that shocked. You can buy anything online at this point, even a better half (they do not ship via Prime, though, so it’s not worth it to await more than two days).
Realize that you require to know how to reach and sell to individuals online? Great.
Go beyond the book. Take advantage of almost 50 pages of notes that work as the best buddy to DotCom Secrets.
Why DotCom Secrets?
Provided the abovementioned facts about consumer behavior and the basic instructions of marketing and commerce, understanding and mastering selling in the digital area has actually become essential.
Companies that wish to survive, grow, and flourish now and into the future should for that reason understand how to reach and sell to individuals online.
It’s that easy.
Just because the sale occurs in digital area, or a minimum of partly in digital area, doesn’t suggest you require to rethink whatever you understand about sales and selling. Many of the attempted and true sales concepts that have been used since organisations first existed are still being used effectively, however they are being integrated and hybridized to optimal effect for the digital frontier.
From crossover sales to selling online one-for-one, there are numerous special tools, methods, and strategies specific to the online landscape that build on essential sales concepts.
This mix of the old and the brand-new is at the structure of what constitutes internet 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 wish to achieve success online, you have to know what these methods are and how to utilize them.
Russell Brunson didn’t develop the majority of the techniques and techniques in the book, nor does he declare to. You can find informative items that likewise detail a lot 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 business, while also making certain 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 items online, he supplies a step-by-step blueprint for you to duplicate it within your own organisation. It has actually 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 short, if you want to find out how to offer online– be it physical products, digital products, training, or in-person services– you just HAVE to read this book.
THE SECRET FORMULA.
Brunson begins with the foundation of revealing you how to determine 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 simple.
Let me be clear: this book is not a guide to getting rich quick, making a fast buck, or utilizing 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 vehicles and jetpacks, there is no changing the psychology of why individuals buy.
That hardwiring will be with us permanently, which means that the tools you use to execute the techniques in the book may alter, but 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 exactly how the Secret Formula works, the bulk of DotCom Secrets talks about the production and implementation of various kinds of sales funnels online.
However exactly what are sales funnels?
Sales funnels are the series of interactions a client has with a business online throughout the purchase procedure. It’s the literal pages they go to in the past, during, and after they buy something.
You might feel intimidated initially, thinking about constructing sales funnels.
You can quash any concerns or fears you have regarding the technical elements of building sales funnels, or any web pages 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 working on your strategy.
This is NOT where company owner and entrepreneurs require to be investing their time. Everything discussed in the book can be developed easily, with no prior technical or coding knowledge, utilizing the drag-and-drop page home builder in ClickFunnels.
ClickFunnels was produced by Russell Brunson so that entrepreneurs like you and I can focus on the things that drive our business forward– not on the technical elements. My team and I utilize ClickFunnels and we like it.
DotCom Secrets teaches and preaches the efficiency of a sturdy sales funnels, however if you believe you belong in the sophisticated placement class you can skip ideal to the complimentary 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS business, here.
Whether or not you use a simplified solution depends on you, however the ideas that drive the success of sales funnels are true across any number of platforms. If you have the coding chops, even more power to you.
Sales funnels work and they work in a big way. It doesn’t matter if you use 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 ought to), then by using sales funnels, in addition to the principles in DotCom Secrets, you’ll have the ability to control this whole process. It it also important to bear in mind that sales funnels aren’t just for selling items.
In Secrets, Brunson keeps this versatility well within the book’s scope and constantly in focus. He lays out several techniques for constructing sales funnels for any type of product or service.
It all starts with the Secret Formula (which isn’t that secret truly). By utilizing pre-frames, upsells, downsells, and more, Brunson describes how sales funnels can turn a 5- or 6-figure service into a 7- or 8-figure company– without any upward boundary for potential future growth.
At the risk of seeming like a broken record, this book isn’t about a get rich fast scheme. And I was hesitant at first that it might be yet another pump and dispose information product.
Not the case in the least.
The appeal of Brunson’s explanation is that he concentrates on the psychological aspects at play that are impacting the decision-making of a client. By doing things such as developing trust, allaying worries, and getting rid of risk, DotCom Tricks information how you can not just increase the profits capacity of a single client, however you can also build a lifelong fan of your business.
In this way, sales funnels are actually no different than the standard selling process traditional salespeople have actually been developing for years. Sales funnels simply adapt sales letters, sales calls, and knocking on doors to the digital space and optimize the purchasing experience for your consumers and maximize your income.
So … Should I Read It?
If you have actually 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 finding clients/customers from the web (i.e., essentially all companies), then the response is a dedicated YES. Yes, this book is for you. If you check out 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 also supplies links to totally free digital resources that assist readers internalize and act upon the principles presented in the book. Packed with extremely consumable graphics, funnel plans, sales scripts, and evergreen techniques, this book has actually become a (dog-eared) staple of the tiny library of service books I keep on a rack next to my desk.
Most importantly, you can get a free copy (simply pay shipping) directly from Russell Brunson at the link below. He’s not going to be giving this book away free of charge forever, so make certain you declare your copy before they are all gone– or prior to he starts charging what this book is actually worth.
It deserves noting 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 important passages.
You need to see my copy. Every page is bright yellow and there’s a pile of dead highlighters next to my desk. I have actually been called a highlighter addict prior to though, so that’s just me.
The bottom line is that I like DotCom Secrets. It is all info and no frills. The composing style is concise and structured and the accompanying graphics are extremely easy to understand and are “engineered for instant recall.”.
Those are Brunson’s words, not mine, however he struck the nail on the head.
I know it looks like I have been gushing about this title and yes, I might have a man crush on Russell Brunson, but for me this book has actually been a valuable tool. Marketing and sales in digital areas can seem so overwhelming. There are so many moving pieces and variables that a book like DotCom Secrets that makes sense of the insanity in such an useful way really sticks out from the crowd.
It’s complete of real, actionable steps for structure and growing any company online. And these 224 million shoppers are spending 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 just does he break down how present services successfully market and offer their items online, he offers a step-by-step blueprint for you to duplicate it within your own business. 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. If you check out absolutely nothing else before you begin selling online, read this book.
Check out Dotcom Secrets for FREE Here.