If you’ve been looking for 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 found out, a lot more, reading it the 2nd time around.
It’s one of those books that you have to check out several times to completely grasp 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 years and years to come.
By evergreen, he wishes to keep the book relevant. Even with marketing methods continuously altering, this book will remain exceptionally useful in marketing no matter the year (perhaps not the year 2700, however you never ever understand).
What is in the book?
In the book, there are 5 different areas.
Section One; Ladders and Funnels
In this section, Brunson discusses worth ladders and funnels.
The worth ladder is what you’re offering to your customers. So to utilize the example in the book, the value 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 routine tooth cleansing. And then after the lightening, he up-sells the retainer by stating that you might benefit from the use of a retainer.
Each step up the ladder, the price goes up and up.
Think about your company and see what you can include in your worth ladder.
In the other parts of this section, Russell tells you how to best go about starting your sales funnel( s).
A funnel relocations people through the sales process. The objective is to have them go into the funnel and convert as a lot of them as possible and have them come back for more.
Before all of that, you initially have to figure out who your dream consumers are. Russell made it pretty clear in the book that without this knowledge, you will not prosper in running successful funnels.
I’m not going to attempt and spoil too much for you, however the last part of area one is “the three kinds of traffic”.
The three types of traffic are 1.
Brunson enters into fantastic detail on the 3 kinds of traffic so I suggest you have a look at the book for yourself (click here for the DotCom Secrets).
Area Two; Your Communication/ Follow-up Funnel
In this section, Brunson discusses the attractive character and what it means for your funnels (if you don’t have an attractive character, then your funnels won’t be successful).
The attractive character is someone customers can relate too (i.e somebody who was in a similar position as the consumer, or an influencer of sorts).
Brunson also discusses the correct e-mails you require to send to your consumers after they have signed up for your email list. He even provides you scripts!
Prior to he liquidates the chapter, he offers you his “everyday Seinfeld series” for emails. Who does not like Seinfeld?? This chapter was pure gold, so once again, I suggest you get a copy of the book to learn more!
Section Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).
This area is everything about funnels. How to create them, how to manage them, how to utilize them in the best possible way so you can see the best results.
He talks about the different kinds of funnels and the appropriate method to utilize each of those, where to position them, and he discusses the foundation of a funnel which was truly cool to see.
I was amazed by simply how much info he gave away in this area. He could’ve held back a bit, however he went full throttle in providing information.
Area Four; Funnels and Scripts.
In this area, Brunson goes over the different kinds of deals you can do for your funnels.
Do you know what else he carries out in this area? He provides 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 in that chapter, he provides you email scripts that work well for webinars that you are hosting.
And lastly, he enters into higher 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 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 choose templates for a funnel and modify it to your taste.
DotCom Secrets is a detailed refresher course in online marketing. It’s the culmination of Russell Brunson’s 10+ years of developing his own multimillion-dollar organisations online and his experience assisting thousands of other people develop effective companies.
If you’ve spent any quantity of time in the world of online marketing, then you’ve probably heard of Russell before. He’s authored a few books currently and has developed the fastest-growing non-venture-capital-backed SaaS organisation– ClickFunnels.
If you wish to achieve success selling online, you should absolutely have a look at ClickFunnels. They make it simple to try before you buy with a 14 day totally free trial.
Brunson is the genuine deal, and so is DotCom Secrets. It’s complete of real, actionable steps for structure and growing any business online. No tricks, no fluff.
It is essential to comprehend that despite the fact that I’m certifying internet marketing as if it’s something different totally than plain old traditional marketing, it’s not. You might see online marketing and think “that’s for those internet guru guys who sell courses and stuff. I have a brick and mortar service business, so that’s not for me” and entirely overlook what I’m about to say.
That’s when I would yell “WRONG”!
Call it what you want– digital marketing, internet marketing, e-marketing– it’s all MARKETING.
I state this due to the fact that we’re specifying where we do not even require to certify shopping online as online shopping anymore, or stores online as e-commerce; it’s just shopping and commerce.
It’s just the method consumer habits is heading. Even for organisations that have a physical existence, most consumers will have their very first interaction with the business online long prior to they ever show up in person.
Here are the facts: year after year, more individuals are spending more of their money online. Check this out from Business Insider (emphasis mine):.
The number of online consumers has grown by almost 20 million from 2015 to 2016. And these 224 million shoppers are spending more, as the total quantity invested online grew from $61 billion in the very first quarter of 2015 to $68 billion in Q1 2016. These customers are negotiating more frequently, as the number of online deals has risen by 115 million from 2015 to 2016.
Is it really all that unexpected? I’m not that surprised. You can buy anything online at this moment, even a loved one (they don’t ship by means of Prime, however, so it’s not worth it to await more than 2 days).
Recognize that you require to know how to reach and offer to individuals online? Excellent.
Go beyond the book. Make the most of nearly 50 pages of notes that work as the ideal companion to DotCom Secrets.
Why DotCom Secrets?
Given the aforementioned facts about consumer behavior and the basic instructions of marketing and commerce, understanding and mastering selling in the digital area has become vital.
Companies that wish to endure, grow, and thrive now and into the future must therefore understand how to reach and sell to people over the internet.
It’s that easy.
Just because the sale takes place in digital area, or at least partially in digital space, doesn’t suggest you need to rethink everything you learn about sales and selling. Many of the tried and real sales concepts that have actually been utilized given that companies first existed are still being utilized successfully, but they are being combined and hybridized to optimum impact for the digital frontier.
From crossover sales to selling online one-for-one, there are numerous special tools, techniques, and methods specific to the online landscape that build on basic sales ideas.
This mix 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 (attempt I say masterpiece?) DotCom Secrets.
If you want to achieve success online, you have to know what these strategies are and how to use them.
Russell Brunson didn’t create most of the techniques and techniques in the book, nor does he claim to. You can find educational products that likewise describe many of the topics he provides in DotCom Secrets.
None of these other products, nevertheless, present the details in such an easy-to-follow format as DotCom Secrets. Oftentimes they likewise don’t take such a holistic approach.
In DotCom Secrets, Brunson intertwines all the small details that make up an effective online company, while also ensuring the reader never ever forgets the big picture: exponential service growth.
Not just does he break down how current organisations successfully market and sell their items online, he supplies a detailed blueprint for you to reproduce it within your own organisation. It has actually been my experience that this is the location where many comparable guides crucially fail. They focus on theory and fall short on actionable details.
In short, if you want 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 showing you how to figure out who your consumers 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 build your offers, and BAM– you’ll be swimming in money 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 dollar, or utilizing some loophole to rank on Google or Amazon.
The strength of this book is that the material is evergreen, indicating 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 people purchase.
That hardwiring will be with us permanently, which indicates that the tools you use to execute the techniques in the book might change, but the methods will stay the exact same. The remaining power that the Secret Formula has is a testament to Brunson’s capability to boil the series of tools, methods, and tactics down 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 different types of sales funnels online.
What exactly are sales funnels?
Sales funnels are the series of interactions a consumer has with a business online during the purchase procedure. It’s the actual pages they check out before, during, and after they purchase something.
You might feel daunted initially, thinking of building sales funnels.
You can quash any issues or fears you have relating to the technical elements of structure sales funnels, or any webpages online for that matter, as quickly as you pick up this book.
Brunson does not want you to get hung up on this when you’re working on your method.
This is NOT where company owner and entrepreneurs require to be investing their time. Everything talked about in the book can be created easily, with no previous technical or coding knowledge, utilizing 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 organisation 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, but if you think 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 business, here.
Whether you utilize a simplified option is up to you, but the ideas that drive the success of sales funnels are true throughout any variety of platforms. If you have the coding chops, even more power to you.
Sales funnels work and they operate in a huge way. 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 need to), then by making use of sales funnels, along with the ideas in DotCom Secrets, you’ll have the ability to manage this entire procedure. It it likewise crucial to keep 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 constructing sales funnels for any type of product or service.
All of it starts with the Secret Formula (which isn’t that secret really). By utilizing pre-frames, upsells, downsells, and more, Brunson describes how sales funnels can turn a 5- or 6-figure company into a 7- or 8-figure service– with no upward border for prospective future growth.
At the threat of sounding like a broken record, this book isn’t about a get rich fast plan. And I was skeptical initially that it might be yet another pump and dispose details product.
Not the case in the least.
The appeal of Brunson’s description is that he concentrates on the mental 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 threat, DotCom Tricks information how you can not only increase the income 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 traditional selling process old school salespeople have been developing for years. Sales funnels simply adapt sales letters, sales calls, and knocking on doors to the digital area and enhance the buying experience for your consumers and optimize your earnings.
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 selling things and discovering clients/customers from the internet (i.e., essentially all services), then the answer is a wholehearted 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 in between the covers of DotCom Tricks either.
He likewise provides links to totally free digital resources that help readers internalize and act upon the principles provided in the book. Jam-packed with extremely consumable graphics, funnel blueprints, sales scripts, and evergreen techniques, this book has ended up being a (dog-eared) staple of the small library of organisation books I continue a rack next to my desk.
Most importantly, you can get a complimentary 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 forever, so make sure you declare your copy prior to they are all gone– or prior to he begins charging what this book is really worth.
It deserves noting that Brunson isn’t handing out a PDF or a digital copy of his amazing book. It’s a physical copy that you can touch and hold. You can write in the margins, copy the images, and highlight vital passages.
You ought to see my copy. Every page is brilliant yellow and there’s a stack of dead highlighters next to my desk. I have actually been called a highlighter junkie prior to though, so that’s just me.
The Bottom Line.
The bottom line is that I love DotCom Tricks. It is all details and no frills. The writing style is succinct and structured and the accompanying graphics are super easy to understand and are “engineered for instant recall.”.
Those are Brunson’s words, not mine, however he hit the nail on the head.
I know it appears 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 frustrating. There are so many moving pieces and variables that a book like DotCom Tricks that makes sense of the insanity in such a valuable method really stands apart from the crowd.
It’s full of actual, actionable actions for structure and growing any business online. And these 224 million buyers are investing more, as the total quantity invested online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. Not only does he break down how existing services effectively market and sell their items online, he provides a detailed blueprint for you to reproduce it within your own organisation. Brunson starts with the structure of revealing you how to figure out who your consumers are, where they are online, how to discover them, and how to get their attention. If you check out absolutely nothing else prior to you start selling online, read this book.
Check out Dotcom Secrets for FREE Here.