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 reading 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 several times to fully grasp 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 years and years to come.
By evergreen, he wishes to keep the book relevant. Even with marketing methods continuously changing, this book will stay extremely helpful in marketing no matter the year (maybe not the year 2700, however you never ever understand).
What’s 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 value ladder is what you’re selling to your consumers. 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 specific value ladder are examples of what a dental professional can provide.
The customer comes in for a routine tooth cleansing. The dental practitioner says that your teeth could be bleached a little bit. So he then up-sells you on teeth lightening. And after that after the bleaching, he up-sells the retainer by stating that you could take advantage of the use of a retainer. The dentist says that you can benefit from cosmetic dentistry.
Each step up the ladder, the cost increases and up.
Think about your company and see what you can consist of in your value ladder.
In the other parts of this area, Russell tells you how to best tackle starting your sales funnel( s).
A funnel moves individuals through the sales procedure. The goal is to have them enter the funnel and transform as much of them as possible and have them return for more.
Prior to all of that, you first have to figure 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 ruin excessive for you, however the tail end of area one is “the 3 types of traffic”.
The three types of traffic are 1. traffic you control 2. traffic you do not control 3. traffic you own.
Brunson goes into great information on the three types of traffic so I suggest you check out the book on your own (click here for the DotCom Secrets).
Section Two; Your Communication/ Follow-up Funnel
In this area, Brunson discusses the attractive character and what it suggests for your funnels (if you do not have an attractive character, then your funnels will not achieve success).
The attractive character is somebody consumers can relate too (i.e somebody who remained in a comparable position as the customer, or an influencer of sorts).
Brunson likewise goes over the correct emails you need to send out to your consumers after they have actually registered for your e-mail list. He even provides you scripts!
Before he liquidates the chapter, he provides you his “everyday Seinfeld series” for emails. Who doesn’t like Seinfeld?? This chapter was pure gold, so again, I recommend you get a copy of the book to find out more!
Section Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).
This section is everything about funnels. How to develop them, how to manage them, how to utilize them in the best possible method so you can see the very best results.
He speaks about the various types of funnels and the correct way to use each of those, where to place them, and he discusses the building blocks of a funnel which was actually cool to see.
I was amazed by just just how much information he gave away in this area. He could’ve held back a bit, but he went full throttle in providing information.
Area Four; Funnels and Scripts.
In this section, Brunson goes over the various types of deals you can do for your funnels.
Do you know what else he performs 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 section entitled “The Perfect Webinar” and in that chapter, he gives you email scripts that work well for webinars that you are hosting.
And lastly, he goes into higher detail about the different kinds of funnels (i.e frontend funnel, middle and worth 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 merely a website where you can pick templates for a funnel and edit it to your taste.
DotCom Secrets is a comprehensive crash course in internet marketing. It’s the conclusion of Russell Brunson’s 10+ years of developing his own multimillion-dollar businesses online and his experience assisting countless other people build effective companies.
If you’ve spent any amount of time on the planet of online marketing, then you’ve probably heard of Russell before. He’s authored a couple of books already and has actually constructed the fastest-growing non-venture-capital-backed SaaS business– ClickFunnels.
If you want to succeed selling online, you ought to definitely take a look at ClickFunnels. They make it easy to try before you purchase with a 14 day free trial.
Brunson is the real deal, and so is DotCom Secrets. It’s complete of actual, actionable steps for building and growing any business online. No gimmicks, no fluff.
It is very important to comprehend that despite the fact that I’m certifying internet marketing as if it’s something various totally than plain old standard marketing, it’s not. You might see web marketing and think “that’s for those internet guru men who sell courses and things. I have a traditional service company, so that’s not for me” and totally ignore what I will state.
That’s when I would shout “WRONG”!
Call it what you want– digital marketing, web marketing, e-marketing– it’s all MARKETING.
I say this since we’re getting to the point where we don’t even require to certify shopping online as online shopping any longer, or stores online as e-commerce; it’s simply shopping and commerce.
It’s merely the method customer behavior is heading. Even for organisations that have a physical presence, many consumers will have their first interaction with the business online long prior to they ever appear in person.
Here are the realities: year after year, more individuals are investing more of their cash online. Check this out from Business Insider (emphasis mine):.
The variety of online buyers has grown by almost 20 million from 2015 to 2016. And these 224 million buyers are investing more, as the overall amount spent online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. These customers are transacting more regularly, as the number of online transactions has risen by 115 million from 2015 to 2016.
Is it really all that surprising? I’m not that surprised. You can buy anything online at this point, even a significant other (they do not deliver through Prime, though, so it’s not worth it to wait for more than 2 days).
Understand that you need to understand how to reach and sell to individuals online? Good.
Go beyond the book. Make the most of nearly 50 pages of notes that work as the best buddy to DotCom Secrets.
Why DotCom Secrets?
Given the previously mentioned facts about consumer habits and the basic instructions of marketing and commerce, understanding and mastering selling in the digital area has ended up being vital.
Companies that want to make it through, grow, and flourish now and into the future needs to therefore comprehend how to reach and sell to people over the internet.
It’s that simple.
Even if the sale happens in digital space, or at least partly in digital space, does not imply you require to reconsider everything you learn about sales and selling. Much of the attempted and true sales principles that have been used considering that companies first existed are still being used effectively, but they are being combined and hybridized to optimal result for the digital frontier.
From crossover sales to selling online one-for-one, there are several unique tools, strategies, and techniques particular to the online landscape that build on essential sales principles.
This mix of the old and the brand-new is at the foundation of what makes up web marketing as we know it today, and it is the focus of Russell Brunson’s (attempt I state masterpiece?) DotCom Secrets.
If you want to achieve success online, you need to know what these techniques are and how to use them.
Russell Brunson didn’t develop most of the techniques and methods in the book, nor does he claim to. You can find informational items that likewise describe a lot of the topics 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 many cases they also don’t take such a holistic method.
In DotCom Secrets, Brunson intertwines all the small details that comprise an effective online business, while likewise ensuring the reader never ever loses sight of the big picture: exponential company development.
Not just does he break down how present services effectively market and offer their items online, he supplies a detailed plan for you to duplicate it within your own organisation. It has actually been my experience that this is the location where numerous similar guides crucially fail. They focus on theory and fall short on actionable info.
In other words, if you want to find out how to offer online– be it physical products, 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 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. When you’ve got their attention you can build your deals, 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 quick buck, or using some loophole to rank on Google or Amazon.
The strength of this book is that the content is evergreen, meaning it’ll be just as true tomorrow as it will be 10 years from now. Even if we have flying cars and trucks and jetpacks, there is no changing the psychology of why people purchase.
That hardwiring will be with us permanently, which implies that the tools you utilize to perform the methods in the book may change, however the strategies will stay the exact same. The staying power that the Secret Formula has is a testament to Brunson’s capability to boil the variety of tools, methods, and strategies 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 release of different kinds of sales funnels online.
What precisely are sales funnels?
Sales funnels are the sequence of interactions a customer has with a business online during the purchase procedure. It’s the literal pages they go to in the past, throughout, and after they purchase something.
You may feel daunted in the beginning, thinking about constructing sales funnels.
You can quash any concerns or worries you have relating to the technical elements of structure sales funnels, or any websites online for that matter, as soon as you get this book.
Brunson does not desire you to get hung up on this when you’re working on your strategy.
This is NOT where business owners and business owners need to be spending their time. Everything gone over in the book can be developed easily, without any previous technical or coding knowledge, utilizing the drag-and-drop page contractor in ClickFunnels.
ClickFunnels was produced by Russell Brunson so that entrepreneurs like you and I can focus on the things that drive our organisation forward– not on the technical aspects. My team and I use 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 sophisticated positioning 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 streamlined service is up to you, however the concepts that drive the success of sales funnels apply across any variety of platforms. If you have the coding chops, all the more power to you.
Sales funnels work and they work 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 must), then by utilizing sales funnels, as well as the principles in DotCom Secrets, you’ll have the ability to control this entire procedure. It it likewise important to remember that sales funnels aren’t just for offering items.
In Secrets, Brunson keeps this versatility well within the book’s scope and always in focus. He lays out a number of techniques for constructing sales funnels for any type of services or product.
It all starts with the Secret Formula (which isn’t that secret actually). By utilizing pre-frames, upsells, downsells, and more, Brunson explains how sales funnels can turn a 5- or 6-figure business into a 7- or 8-figure service– without any upward boundary for potential future development.
At the threat of sounding like a broken record, this book isn’t about a get rich quick plan. And I was hesitant in the beginning that it might be yet another pump and dump information item.
Not the case in the least.
The beauty of Brunson’s description is that he focuses on the mental aspects at play that are affecting the decision-making of a customer. By doing things such as constructing trust, allaying fears, and removing threat, DotCom Secrets information how you can not only increase the income potential of a single client, however you can likewise develop a lifelong fan of your company.
In this way, sales funnels are truly no various than the traditional selling procedure old school salespeople have actually been developing for years. Sales funnels just adapt sales letters, sales calls, and knocking on doors to the digital space and optimize the buying experience for your consumers and optimize 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., practically all services), then the response is a dedicated YES. Yes, this book is for you. If you check out nothing else prior to you begin selling online, read this book.
Russell Brunson’s insight isn’t restricted to living in between the covers of DotCom Secrets either.
He likewise provides links to free digital resources that assist readers internalize and act on the concepts provided in the book. Loaded with highly consumable graphics, funnel blueprints, sales scripts, and evergreen methods, this book has actually become a (dog-eared) staple of the small library of company books I keep a rack beside my desk.
Most importantly, you can get a totally free copy (just pay shipping) directly from Russell Brunson at the link listed below. He’s not going to be providing this book away for free forever, so make sure you declare your copy before they are all gone– or prior to he begins charging what this book is truly worth.
It’s worth keeping in mind that Brunson isn’t distributing 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, copy the images, and emphasize vital passages.
You must see my copy. Every page is intense yellow and there’s a pile of dead highlighters beside my desk. I’ve been called a highlighter junkie 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 succinct and structured and the accompanying graphics are super 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 actually been gushing about this title and yes, I might have a man crush on Russell Brunson, but for me this book has actually been an important tool. Marketing and sales in digital spaces can appear so frustrating. There are so many moving pieces and variables that a book like DotCom Tricks that understands the insanity in such a valuable way actually stands apart from the crowd.
It’s full of actual, actionable actions for building and growing any business online. And these 224 million shoppers are investing more, as the total 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 businesses effectively market and offer their items online, he supplies a detailed blueprint for you to reproduce it within your own business. Brunson begins with the foundation 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. If you read nothing else before you begin selling online, read this book.
Check out Dotcom Secrets for FREE Here.