If you’ve been trying to find a book to read that will take your marketing abilities 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, much more, reading it the 2nd time around.
It’s one of those books that you need to check out numerous times to totally comprehend it. And even then, it’s still not enough.
Brunson stated in the introduction of the book that his goal 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 methods continuously changing, this book will remain incredibly beneficial in marketing no matter the year (maybe not the year 2700, but you never know).
What is in the book?
In the book, there are 5 different sections.
Section One; Ladders and Funnels
In this area, 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 worth ladder for a dental professional would look something like this:
- Teeth cleaning
Those 4 steps in this particular value ladder are examples of what a dental expert can offer.
The customer comes in for a routine tooth cleaning. And then after the whitening, he up-sells the retainer by stating that you could benefit from the use of a retainer.
Each step up the ladder, the cost goes up and up.
Think of your business and see what you can include in your value 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 enter the funnel and convert as much 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 succeed in running effective funnels.
I’m not going to try and ruin too much for you, but the tail end of area one is “the three kinds of traffic”.
The 3 kinds of traffic are 1. traffic you manage 2. traffic you do not control 3. traffic you own.
Brunson goes into fantastic detail on the three types of traffic so I recommend you have a look at the book on your own (click here for the DotCom Secrets).
Section Two; Your Communication/ Follow-up Funnel
In this section, Brunson goes over the attractive character and what it implies for your funnels (if you don’t have an appealing character, then your funnels will not achieve success).
The appealing character is somebody consumers can relate too (i.e someone who remained in a similar position as the customer, or an influencer of sorts).
Brunson also talks about the appropriate emails you need to send to your consumers after they have registered for your e-mail list. He even offers you scripts!
Before he closes out the chapter, he gives you his “daily Seinfeld series” for e-mails. Who does not enjoy Seinfeld?? This chapter was pure gold, so once again, I suggest 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 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 kinds of funnels and the proper 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 amazed by just how much info he distributed in this area. He could’ve kept back a little bit, however he went full throttle in offering detail.
Section Four; Funnels and Scripts.
In this section, Brunson goes over the various kinds of offers you can do for your funnels.
Do you know what else he performs in this section? He gives 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 section entitled “The Perfect Webinar” and in that chapter, he offers you email scripts that work well for webinars that you are hosting.
He goes into greater information about the different types of funnels (i.e frontend funnel, middle and value ladder funnel, and backend funnels).
Section Five; Clickfunnels.
In the last area, he shows you the power of Clickfunnels. For those of you who don’t know what Clickfunnels is, it is simply a site where you can pick templates for a funnel and edit it to your liking.
DotCom Secrets is an extensive crash course in online marketing. It’s the culmination of Russell Brunson’s 10+ years of developing his own multimillion-dollar companies online and his experience assisting thousands of other individuals construct successful companies.
If you’ve invested any quantity of time worldwide of web marketing, then you’ve probably become aware of Russell before. He’s authored a few books already and has actually built the fastest-growing non-venture-capital-backed SaaS business– ClickFunnels.
If you wish to succeed selling online, you ought to certainly have a look at ClickFunnels. They make it easy to attempt prior to you buy with a 14 day totally free trial.
Brunson is the real deal, and so is DotCom Secrets. It’s full of actual, actionable steps for structure and growing any business online. No tricks, no fluff.
It is necessary to comprehend that despite the fact that I’m qualifying online marketing as if it’s something different totally than plain old conventional marketing, it’s not. You might see internet marketing and think “that’s for those internet expert people who offer courses and things. I have a physical service company, so that’s not for me” and completely disregard what I’m about to 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 because we’re specifying where we do not even need 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 consumer habits is heading. Even for services that have a physical presence, a lot of customers will have their very first interaction with the business online long prior to they ever show up personally.
Here are the truths: every year, more people are spending more of their money online. Check this out from Business Insider (emphasis mine):.
The variety of online buyers has actually grown by almost 20 million from 2015 to 2016. And these 224 million consumers are investing more, as the total quantity invested online grew from $61 billion in the very first quarter of 2015 to $68 billion in Q1 2016. Finally, these consumers are transacting more regularly, as the variety of online transactions has risen by 115 million from 2015 to 2016.
Is it truly all that surprising? I’m not that surprised. You can purchase anything online at this moment, even a better half (they don’t ship via Prime, though, so it’s not worth it to await more than 2 days).
Realize that you require to know how to reach and sell to individuals online? Good.
Exceed the book. Make the most of almost 50 pages of notes that function as the best companion to DotCom Secrets.
Why DotCom Secrets?
Provided the previously mentioned facts about consumer behavior and the general direction of marketing and commerce, understanding and mastering selling in the digital area has become essential.
Business that want to make it through, grow, and grow now and into the future must for that reason comprehend how to reach and offer to people over the internet.
It’s that easy.
Even if the sale takes place in digital area, or at least partly in digital space, does not suggest you require to rethink everything you understand about sales and selling. Much of the attempted and true sales principles that have been utilized considering that organisations initially existed are still being utilized efficiently, however they are being combined and hybridized to optimal effect for the digital frontier.
From crossover sales to selling online one-for-one, there are several special tools, strategies, and techniques specific to the online landscape that build on fundamental sales concepts.
This blend of the old and the new is at the foundation of what makes up internet marketing as we know it today, and it is the focus of Russell Brunson’s (dare I state work of art?) DotCom Secrets.
If you wish to achieve success online, you have to know what these strategies are and how to utilize them.
Russell Brunson didn’t develop the majority of the strategies and methods in the book, nor does he claim to. You can find educational products that similarly describe much of the subjects he presents in DotCom Secrets.
None of these other items, nevertheless, present the information in such an easy-to-follow format as DotCom Secrets. In many cases they likewise do not take such a holistic method.
In DotCom Secrets, Brunson links all the small details that comprise an effective online company, while also ensuring the reader never ever loses sight of the big picture: rapid business development.
Not only does he break down how existing services effectively market and offer their products online, he supplies a detailed blueprint for you to duplicate it within your own service. It has actually been my experience that this is the area where many similar guides crucially fail. They focus on theory and fail on actionable details.
Simply put, if you want to find out how to offer online– be it physical items, digital items, 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 figure out who your clients are, where they are online, how to find them, and how to get their attention. He calls it the Secret Formula. When you’ve got their attention you can construct 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 fast, making a quick buck, or utilizing 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 true tomorrow as it will be 10 years from now. Even if we have flying cars and jetpacks, there is no changing the psychology of why individuals buy.
That hardwiring will be with us forever, which implies that the tools you use to perform the techniques in the book might alter, but the techniques will stay the exact same. The staying power that the Secret Formula has is a testimony to Brunson’s capability to boil the range of tools, techniques, and techniques down 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 creation and deployment of various types of sales funnels online.
But just what are sales funnels?
Sales funnels are the sequence of interactions a customer has with a company online during the purchase process. It’s the actual pages they visit before, during, and after they purchase something.
You may feel daunted in the beginning, thinking of building sales funnels.
You can quash any issues or worries you have concerning the technical elements of building sales funnels, or any web pages online for that matter, as quickly as you pick up this book.
Brunson doesn’t desire you to get hung up on this when you’re dealing with your strategy.
This is NOT where business owners and business owners require to be investing their time. Whatever discussed in the book can be developed easily, with no previous technical or coding understanding, using the drag-and-drop page builder in ClickFunnels.
ClickFunnels was produced 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 use ClickFunnels and we like it.
DotCom Secrets teaches and preaches the effectiveness of a well-built sales funnels, but if you think you belong in the sophisticated placement class you can avoid best to the free 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS company, here.
Whether you use a simplified solution is up to you, however the principles that drive the success of sales funnels hold true throughout any variety 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 use ready-made-software or if you do the work yourself.
When you have your own website and platform for selling things online (as you absolutely should), then by utilizing sales funnels, as well as the ideas in DotCom Secrets, you’ll be able to control this whole process. It it also essential to bear in mind that sales funnels aren’t just for selling items.
In Secrets, Brunson keeps this flexibility well within the book’s scope and always in focus. He sets out several strategies for developing sales funnels for any type of service or product.
It all starts with the Secret Formula (which isn’t that secret actually). By using 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 organisation– without any upward boundary for potential future growth.
At the threat 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 dump info item.
Not the case in the least.
The beauty of Brunson’s description is that he focuses on the psychological aspects at play that are affecting the decision-making of a client. By doing things such as building trust, allaying fears, and getting rid of risk, DotCom Secrets details how you can not just increase the earnings potential of a single customer, however you can also build a long-lasting fan of your business.
In this way, sales funnels are truly no various than the conventional selling procedure old school salespeople have been honing for years. Sales funnels simply adapt sales letters, sales calls, and knocking on doors to the digital space and enhance the buying experience for your customers and optimize your earnings.
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 finding clients/customers from the web (i.e., practically all organisations), then the response is an unwavering YES. Yes, this book is for you. If you check out nothing else before you start offering online, read this book.
Russell Brunson’s insight isn’t restricted to living in between the covers of DotCom Tricks either.
He also supplies links to complimentary digital resources that help readers internalize and act on the principles presented in the book. Loaded with highly consumable graphics, funnel blueprints, sales scripts, and evergreen strategies, this book has become a (dog-eared) staple of the mini library of service books I keep on a shelf next to my desk.
Best of all, you can get a totally free copy (simply pay shipping) directly from Russell Brunson at the link listed below. He’s not going to be offering this book away totally free forever, so make sure you declare your copy before they are all gone– or prior to 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 incredible book. It’s a physical copy that you can touch and hold. You can write in the margins, copy 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 beside my desk. I have actually been called a highlighter junkie prior to however, so that’s just me.
The Bottom Line.
The bottom line is that I love DotCom Secrets. It is all info and no frills. The composing design is succinct and structured and the accompanying graphics are very easy to understand and are “engineered for immediate recall.”.
Those are Brunson’s words, not mine, however he hit the nail on the head.
I know it seems like I have actually 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 seem so frustrating. There are so many moving pieces and variables that a book like DotCom Tricks that understands the insanity in such an useful method really sticks out from the crowd.
It’s complete of actual, actionable steps 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 very first quarter of 2015 to $68 billion in Q1 2016. Not only does he break down how present businesses successfully market and sell their items online, he provides a detailed plan for you to replicate it within your own company. Brunson begins with the structure 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 check out nothing else prior to you start offering online, read this book.
Check out Dotcom Secrets for FREE Here.