If you’ve been searching for a book to read 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 checking out the book and I learned, a lot more, reading it the second time around.
It’s one of those books that you have to check out numerous times to completely understand it. And even then, it’s still not enough.
Brunson stated in the introduction of the book that his objective was to keep the book evergreen for several years and years to come.
By evergreen, he wants to keep the book pertinent. Even with marketing approaches continuously altering, this book will remain incredibly beneficial in marketing no matter the year (maybe 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 area, Brunson talks about worth ladders and funnels.
The worth ladder is what you’re selling to your consumers. To utilize the example in the book, the worth ladder for a dental expert would look something like this:
- Teeth cleansing
Those 4 steps in this particular worth ladder are examples of what a dental practitioner can provide.
The customer comes in for a routine tooth cleansing. Then the dentist states that your teeth could be bleached a little bit. He then up-sells you on teeth bleaching. And then after the whitening, he up-sells the retainer by saying that you could take advantage of the use of a retainer. And finally, the dental professional says that you can gain from cosmetic dentistry.
Each step up the ladder, the cost increases and up.
Consider your organisation and see what you can include in your worth ladder.
In the other parts of this section, Russell informs you how to best tackle starting your sales funnel( s).
A funnel moves individuals through the sales procedure. The objective 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 initially have to figure out who your dream customers are. Russell made it pretty clear in the book that without this knowledge, you will not succeed 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 3 types of traffic are 1. traffic you manage 2. traffic you do not manage 3. traffic you own.
Brunson enters into great information on the three kinds of traffic so I suggest you have a look at the book on your own (click here for the DotCom Secrets).
Area Two; Your Communication/ Follow-up Funnel
In this area, Brunson talks about the appealing character and what it means for your funnels (if you do not have an appealing character, then your funnels won’t achieve success).
The attractive character is someone customers can relate too (i.e someone who was in a comparable position as the consumer, or an influencer of sorts).
Brunson also discusses the proper e-mails you require to send to your consumers after they have signed up for your e-mail list. He even provides you scripts!
Before he closes out the chapter, he offers you his “day-to-day Seinfeld series” for emails. Who doesn’t like Seinfeld?? This chapter was pure gold, so once again, I suggest you pick up a copy of the book to learn more!
Section Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).
This area is all about funnels. How to develop them, how to handle them, how to use them in the best possible method so you can see the very best outcomes.
He talks about the various kinds of funnels and the appropriate method to use each of those, where to put them, and he discusses the building blocks of a funnel which was actually cool to see.
I was surprised by just how much info he handed out in this area. He could’ve kept back a little bit, however he went full throttle in providing information.
Section Four; Funnels and Scripts.
In this section, Brunson discusses the various kinds of offers you can do for your funnels.
Do you understand what else he carries out in this section? He gives more email scripts!
The scripts he gives work for the various kinds of funnels you run. For example; 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.
He goes into higher detail about the different types of funnels (i.e frontend funnel, middle and value ladder funnel, and backend funnels).
Area Five; Clickfunnels.
In the last area, he shows you the power of Clickfunnels. For those of you who do not understand what Clickfunnels is, it is simply a website where you can pick design templates for a funnel and modify it to your preference.
Check out Dotcom Secrets for FREE Here.
DotCom Secrets is a comprehensive refresher course in internet 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 individuals build effective companies.
If you’ve spent any amount of time worldwide of online marketing, then you’ve most likely heard of Russell prior to. He’s authored a few books already and has actually developed the fastest-growing non-venture-capital-backed SaaS service– ClickFunnels.
If you wish to succeed selling online, you should definitely take a look at ClickFunnels. They make it simple to try before you buy with a 14 day totally free trial.
Brunson is the genuine offer, and so is DotCom Secrets. It’s full of actual, actionable steps for structure and growing any business online. No gimmicks, no fluff.
It is very important to comprehend that although I’m certifying web marketing as if it’s something various entirely than plain old traditional marketing, it’s not. You might see web marketing and believe “that’s for those internet expert guys who offer courses and stuff. I have a traditional service company, so that’s not for me” and entirely disregard what I’m about to 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 because we’re specifying where we do not even require to qualify shopping online as online shopping any longer, or shops online as e-commerce; it’s simply shopping and commerce.
It’s merely the way customer behavior is heading. Even for organisations that have a physical presence, most customers will have their very first interaction with the business online long prior to they ever appear face to face.
Here are the truths: year after year, more people are investing more of their cash online. Check this out from Business Insider (emphasis mine):.
The number of online buyers has grown by nearly 20 million from 2015 to 2016. And these 224 million consumers are investing more, as the total amount invested online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. These customers are negotiating more often, as the number of online transactions has actually risen by 115 million from 2015 to 2016.
But is it truly all that unexpected? I’m not that surprised. You can buy anything online at this point, even a significant other (they do not deliver by means of Prime, however, so it’s not worth it to await more than 2 days).
Recognize that you need to know how to reach and sell to people online? Excellent.
Go beyond the book. Make the most of nearly 50 pages of notes that work as the ideal buddy to DotCom Secrets.
Why DotCom Secrets?
Provided the abovementioned realities about customer behavior and the basic direction of marketing and commerce, understanding and mastering selling in the digital area has ended up being vital.
Companies that wish to survive, grow, and grow now and into the future must for that reason understand how to reach and offer to people over the internet.
It’s that simple.
Even if the sale takes place in digital space, or a minimum of partially in digital space, does not imply you require to rethink everything you understand about sales and selling. Much of the tried and real sales principles that have been utilized considering that organisations first existed are still being utilized efficiently, but they are being integrated and hybridized to optimum result for the digital frontier.
From crossover sales to selling online one-for-one, there are numerous distinct tools, techniques, and strategies specific to the online landscape that build on fundamental sales ideas.
This mix of the old and the new is at the foundation of what constitutes web marketing as we understand it today, and it is the focus of Russell Brunson’s (dare I say masterpiece?) DotCom Secrets.
If you want to succeed online, you have to know what these methods are and how to utilize them.
Russell Brunson didn’t develop the majority of the methods and strategies in the book, nor does he claim to. You can find informative products that similarly describe much of the topics he presents in DotCom Secrets.
None of these other items, nevertheless, present the details in such an easy-to-follow format as DotCom Secrets. In a lot of cases they also do not take such a holistic approach.
In DotCom Secrets, Brunson intertwines all the small details that make up an effective online business, while likewise making certain the reader never loses sight of the big picture: rapid company development.
Not only does he break down how current services effectively market and offer their products online, he supplies a step-by-step blueprint for you to replicate it within your own company. It has actually been my experience that this is the location where lots of comparable guides crucially fail. They concentrate on theory and fall short on actionable information.
Simply put, if you wish 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 structure of showing you how to find 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. 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 fast, making a fast buck, or using some loophole to rank on Google or Amazon.
The strength of this book is that the content is evergreen, indicating it’ll be just as real 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 people buy.
That hardwiring will be with us forever, which indicates that the tools you utilize to carry out the techniques in the book might change, however the techniques will stay the exact same. The staying power that the Secret Formula has is a testimony to Brunson’s ability to boil the range of tools, techniques, and strategies 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 goes over the production and deployment of different kinds of sales funnels online.
However exactly what are sales funnels?
Sales funnels are the sequence of interactions a client has with a business online during the purchase process. It’s the literal pages they visit in the past, throughout, and after they purchase something.
You might feel frightened in the beginning, thinking about developing sales funnels.
You can quash any issues or worries you have relating to the technical elements of building sales funnels, or any web pages online for that matter, as quickly as you get this book.
Brunson doesn’t desire you to get hung up on this when you’re dealing with your technique.
This is NOT where entrepreneur and entrepreneurs require to be spending their time. Everything gone over in the book can be created quickly, without any previous technical or coding knowledge, using the drag-and-drop page builder in ClickFunnels.
ClickFunnels was created 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 like it.
DotCom Secrets teaches and preaches the effectiveness of a sturdy sales funnels, however if you think you belong in the sophisticated placement class you can avoid right to the complimentary 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS company, here.
Whether or not you utilize a simplified option depends on you, but the ideas that drive the success of sales funnels hold 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 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 selling things online (as you absolutely must), then by making use of sales funnels, in addition to the ideas in DotCom Secrets, you’ll be able to manage this whole procedure. It it also important to keep in mind 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 sets out numerous methods for constructing sales funnels for any kind of product and services.
All of it 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 company into a 7- or 8-figure organisation– without any upward boundary for potential future growth.
At the danger of sounding like a broken record, this book isn’t about a get rich quick scheme. And I was skeptical initially that it might be yet another pump and discard info product.
Not the case in the least.
The appeal of Brunson’s description is that he focuses on the psychological components at play that are affecting the decision-making of a consumer. By doing things such as building trust, allaying worries, and removing risk, DotCom Tricks information how you can not just increase the income capacity of a single customer, however you can also construct a long-lasting fan of your company.
In this way, sales funnels are really no different than the conventional selling process old-fashioned salesmen have actually been honing for decades. Sales funnels just adapt sales letters, sales calls, and knocking on doors to the digital area and optimize the purchasing experience for your clients and optimize your revenue.
So … Should I Read It?
If you’ve 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 web (i.e., practically all businesses), then the response is an unfaltering 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 between the covers of DotCom Secrets either.
He also supplies links to complimentary digital resources that assist readers internalize and act on the concepts presented in the book. Jam-packed with highly consumable graphics, funnel plans, sales scripts, and evergreen methods, this book has ended up being a (dog-eared) staple of the tiny library of service books I keep a shelf next to my desk.
Most importantly, you can get a totally free copy (simply pay shipping) straight 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 before he starts charging what this book is truly 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, photocopy the images, and highlight vital passages.
You should see my copy. Every page is brilliant yellow and there’s a stack of dead highlighters next to my desk. I’ve been called a highlighter junkie before though, so that’s just me.
The bottom line is that I love DotCom Secrets. It is all details and no frills. The writing style is concise 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 struck the nail on the head.
I know it looks like I have been gushing about this title and yes, I may have a guy crush on Russell Brunson, but for me this book has actually been a valuable tool. Marketing and sales in digital spaces can appear so overwhelming. There are many moving pieces and variables that a book like DotCom Tricks that understands the insanity in such a helpful way really stands apart from the crowd.
It’s full of real, actionable steps for building and growing any business online. And these 224 million shoppers are spending more, as the overall quantity invested 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 effectively market and sell their products online, he provides a detailed blueprint for you to replicate it within your own organisation. Brunson begins with the structure of revealing 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 read absolutely nothing else before you start selling online, read this book.