If you’ve been trying to find a book to read that will take your marketing skills to the next level, then keep reading this.
I recently completed reading DotCom Secrets by Russell Brunson. It was my 2nd time reading the book and I found out, much more, reading it the second time around.
It’s one of those books that you have to check out multiple times to completely understand it. And even then, it’s still inadequate.
Brunson said 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 approaches continuously changing, this book will stay extremely helpful in marketing no matter the year (maybe not the year 2700, but you never ever know).
What’s in the book?
In the book, there are 5 various areas.
Section One; Ladders and Funnels
In this area, Brunson talks about value ladders and funnels.
The value ladder is what you’re selling to your customers. To use the example in the book, the value ladder for a dental professional would look something like this:
- Teeth cleaning
Those 4 steps in this specific value ladder are examples of what a dental expert can provide.
The customer comes in for a regular tooth cleaning. The dentist states that your teeth could be whitened a little bit. He then up-sells you on teeth whitening. And after that after the whitening, he up-sells the retainer by saying that you might gain from using a retainer. And lastly, the dental professional says that you can take advantage of cosmetic dentistry.
Each step up the ladder, the price goes up and up.
Think about your organisation and see what you can include in your value ladder.
In the other parts of this section, Russell tells you how to best set about starting your sales funnel( s).
A funnel relocations individuals through the sales procedure. The objective is to have them get in the funnel and transform as a lot of them as possible and have them return for more.
But before all of that, you initially need to figure out who your dream consumers 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 try and spoil excessive for you, however the tail end of area one is “the three types of traffic”.
The 3 types of traffic are 1.
Brunson goes into terrific detail on the 3 types of traffic so I recommend you check out the book on your own (click on this link for the DotCom Secrets).
Area Two; Your Communication/ Follow-up Funnel
In this area, Brunson goes over the appealing character and what it implies for your funnels (if you don’t have an attractive character, then your funnels won’t achieve success).
The attractive character is somebody consumers can relate too (i.e somebody who remained in a similar position as the customer, or an influencer of sorts).
Brunson also goes over the proper e-mails you need to send out to your customers after they have registered for your email list. He even gives you scripts!
Before he liquidates the chapter, he provides you his “day-to-day Seinfeld series” for emails. Who doesn’t like Seinfeld?? This chapter was pure gold, so 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 all about funnels. How to create them, how to manage them, how to use them in the best possible method so you can see the best results.
He speaks about the various types of funnels and the appropriate method to use each of those, where to put them, and he discusses the foundation of a funnel which was really cool to see.
I was shocked by just how much details he handed out in this section. He could’ve kept back a bit, however he went full throttle in providing detail.
Area Four; Funnels and Scripts.
In this area, Brunson talks about the different kinds of offers you can do for your funnels.
Do you understand what else he performs in this area? He provides more email scripts!
The scripts he gives work for the various kinds of funnels you run. For example; there is a chapter in this section titled “The Perfect Webinar” and because chapter, he offers you email scripts that work well for webinars that you are hosting.
He goes into higher detail about the various types of funnels (i.e frontend funnel, middle and value ladder funnel, and backend funnels).
Area Five; Clickfunnels.
In the last area, he reveals you the power of Clickfunnels. For those of you who do not understand what Clickfunnels is, it is just a site where you can decide on design templates for a funnel and modify it to your taste.
Check out Dotcom Secrets for FREE Here.
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 construct successful companies.
If you’ve invested any amount of time in the world of web marketing, then you’ve most likely become aware of Russell before. He’s authored a couple of books currently and has built the fastest-growing non-venture-capital-backed SaaS business– ClickFunnels.
If you want to achieve success selling online, you must certainly have a look at ClickFunnels. They make it easy to try prior to you buy with a 14 day free trial.
Brunson is the real deal, and so is DotCom Secrets. It’s complete of real, actionable steps for structure and growing any business online. No gimmicks, no fluff.
It is very important to comprehend that although I’m qualifying internet marketing as if it’s something different totally than plain old standard marketing, it’s not. You might see web marketing and think “that’s for those internet guru guys who sell courses and things. I have a physical service organisation, so that’s not for me” and entirely neglect what I’m about to state.
That’s when I would scream “WRONG”!
Call it what you want– digital marketing, online marketing, e-marketing– it’s all MARKETING.
I state this because we’re getting to the point where we don’t even require to certify shopping online as online shopping any longer, or shops online as e-commerce; it’s just shopping and commerce.
It’s just the method consumer behavior is heading. Even for companies that have a physical presence, most consumers will have their first interaction with the company online long before they ever appear personally.
Here are the truths: year after year, more individuals are investing more of their money online. Check this out from Business Insider (focus mine):.
The number of online buyers has actually grown by nearly 20 million from 2015 to 2016. And these 224 million shoppers are spending more, as the overall quantity spent online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. Finally, these clients are transacting more regularly, as the variety of online deals has actually risen by 115 million from 2015 to 2016.
Is it really all that surprising? I’m not that shocked. You can purchase anything online at this moment, even a loved one (they do not deliver via Prime, however, so it’s not worth it to wait on more than two days).
Realize that you require to know how to reach and offer to individuals online? Excellent.
Go beyond the book. Take advantage of nearly 50 pages of notes that function as the ideal buddy to DotCom Secrets.
Why DotCom Secrets?
Given the aforementioned realities about customer behavior and the basic instructions of marketing and commerce, understanding and mastering selling in the digital area has actually become vital.
Companies that wish to make it through, grow, and flourish now and into the future must for that reason understand how to reach and sell to people online.
It’s that basic.
Just because the sale happens in digital space, or at least partly in digital area, doesn’t indicate you need to reconsider everything you understand about sales and selling. A number of the attempted and true sales principles that have actually been utilized because organisations initially existed are still being used successfully, however they are being integrated and hybridized to optimal result for the digital frontier.
From crossover sales to offering online one-for-one, there are numerous unique tools, methods, and methods specific to the online landscape that build on basic sales concepts.
This mix of the old and the new is at the structure of what constitutes online 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 be successful online, you need to know what these methods are and how to use them.
Russell Brunson didn’t invent the majority of the methods and methods in the book, nor does he declare to. You can discover informative products that likewise describe much of the subjects he provides in DotCom Secrets.
None of these other products, however, present the information in such an easy-to-follow format as DotCom Secrets. Oftentimes they also don’t take such a holistic method.
In DotCom Secrets, Brunson links all the small details that make up a successful online company, while also making sure the reader never ever loses sight of the big picture: exponential company development.
Not only does he break down how present companies effectively market and sell their items online, he offers a step-by-step plan for you to replicate it within your own organisation. It has been my experience that this is the location where many similar guides crucially fall short. They concentrate on theory and fall short on actionable info.
Simply put, if you wish to find out how to sell online– be it physical products, digital products, training, or in-person services– you simply HAVE to read this book.
THE SECRET FORMULA.
Brunson starts with the foundation of showing you how to figure out who your consumers are, where they are online, how to discover 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 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 fast dollar, or utilizing 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 jetpacks, there is no changing the psychology of why individuals buy.
That hardwiring will be with us permanently, which indicates that the tools you use to carry out the methods in the book might change, however the strategies will stay the exact same. The remaining power that the Secret Formula has is a testimony to Brunson’s ability to boil the series of tools, strategies, and methods 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 talks about the creation and implementation of different types of sales funnels online.
However what exactly are sales funnels?
Sales funnels are the series of interactions a client has with a company online during the purchase procedure. It’s the literal pages they visit previously, throughout, and after they buy something.
You might feel daunted at first, thinking of developing sales funnels.
You can quash any issues or worries you have regarding the technical elements of building sales funnels, or any web pages online for that matter, as soon as you pick up this book.
Brunson doesn’t want you to get hung up on this when you’re working on your method.
This is NOT where company owner and entrepreneurs need to be spending their time. Everything talked about in the book can be created easily, without any prior technical or coding understanding, utilizing the drag-and-drop page home builder in ClickFunnels.
ClickFunnels was created by Russell Brunson so that entrepreneurs like you and I can focus on the things that drive our company forward– not on the technical aspects. My group and I use ClickFunnels and we like it.
DotCom Secrets teaches and preaches the effectiveness of a durable sales funnels, however if you think you belong in the advanced positioning class you can skip right to the complimentary 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS business, here.
Whether you use a streamlined solution depends on you, but the ideas that drive the success of sales funnels hold true throughout 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 website and platform for offering things online (as you definitely need to), then by utilizing sales funnels, in addition to the concepts 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 products.
In Secrets, Brunson keeps this adaptability well within the book’s scope and always in focus. He lays out numerous strategies for developing sales funnels for any type of services or product.
Everything starts with the Secret Formula (which isn’t that secret really). By using pre-frames, upsells, downsells, and more, Brunson explains 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 development.
At the threat of seeming like a broken record, this book isn’t about a get rich quick scheme. And I was hesitant at first that it might be yet another pump and discard details item.
Not the case in the least.
The beauty of Brunson’s description is that he concentrates on the psychological components at play that are affecting the decision-making of a customer. By doing things such as developing trust, allaying fears, and getting rid of risk, DotCom Tricks information how you can not just increase the profits capacity of a single customer, however you can also construct a lifelong fan of your business.
In this way, sales funnels are actually no various than the conventional selling process traditional salespeople have been refining for decades. Sales funnels merely adjust sales letters, sales calls, and knocking on doors to the digital area and optimize the purchasing experience for your clients and optimize your revenue.
… Should I Read It?
If you have actually been interested enough to read this far, then this book is for you.
If you currently are or will in the future be selling things and discovering clients/customers from the internet (i.e., virtually all companies), then the response is a dedicated YES. Yes, this book is for you. If you check out nothing else before you begin selling online, read this book.
Russell Brunson’s insight isn’t restricted to living between the covers of DotCom Secrets either.
He likewise provides links to complimentary digital resources that assist readers internalize and act on the concepts presented in the book. Loaded with extremely consumable graphics, funnel blueprints, sales scripts, and evergreen techniques, this book has become a (dog-eared) staple of the small library of company books I keep on a rack beside my desk.
Most importantly, you can get a free copy (just pay shipping) directly from Russell Brunson at the link below. He’s not going to be providing this book away free of charge permanently, so ensure you declare your copy before 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 emphasize crucial passages.
You need to see my copy. Every page is brilliant yellow and there’s a stack of dead highlighters beside my desk. I’ve been called a highlighter addict prior to though, so that’s just me.
The Bottom Line.
The bottom line is that I enjoy DotCom Secrets. It is all information and no frills. The composing design is succinct and structured and the accompanying graphics are extremely 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 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 actually been an important tool. Marketing and sales in digital spaces can seem so frustrating. There are a lot of moving pieces and variables that a book like DotCom Tricks that makes sense of the madness in such a practical method actually sticks out from the crowd.
It’s full of actual, actionable steps for structure and growing any company 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 present businesses successfully market and offer their products online, he provides a step-by-step plan for you to duplicate 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.