Dotcom Secrets Home Study Course Outline – Book Review

If you’ve been searching for a book to check out that will take your marketing skills to the next level, then keep reading this.

I recently finished reading DotCom Secrets by Russell Brunson. It was my 2nd time reading the book and I found out, even more, reading it the 2nd time around.

It’s one of those books that you have to read multiple times to totally grasp 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 wishes to keep the book appropriate. Even with marketing techniques constantly altering, this book will remain extremely beneficial in marketing no matter the year (possibly not the year 2700, but 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 discusses value ladders and funnels.

The worth ladder is what you’re offering to your customers. So to use the example in the book, the worth ladder for a dentist would look something like this:

  • Teeth cleaning
  • Bleaching
  • Retainer
  • Cosmetic

Those 4 steps in this particular value ladder are examples of what a dental practitioner can provide.

The customer comes in for a regular tooth cleaning. The dental expert says that your teeth could be whitened a little bit. So he then up-sells you on teeth whitening. And then after the whitening, he up-sells the retainer by saying that you could benefit from making use of a retainer. The dental professional states that you can benefit from cosmetic dentistry.

Each step up the ladder, the rate goes up and up.

Consider your business and see what you can consist of in your value ladder.


In the other parts of this section, Russell tells you how to best tackle starting your sales funnel( s).

A funnel moves individuals through the sales procedure. The objective is to have them go into the funnel and transform as many of them as possible and have them come back for more.

But 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 understanding, you will not prosper in running successful funnels.

I’m not going to try and spoil excessive for you, but the last part of area one is “the three kinds of traffic”.

The 3 types of traffic are 1.
Brunson enters into fantastic detail on the three types 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 goes over the appealing character and what it indicates for your funnels (if you don’t have an attractive character, then your funnels won’t succeed).

The appealing character is someone customers can relate too (i.e someone who was in a comparable position as the customer, or an influencer of sorts).

Brunson also discusses the correct emails you require to send to your consumers after they have signed up for your email list. He even offers you scripts!

Prior to he closes out the chapter, he gives you his “everyday Seinfeld series” for e-mails. Who doesn’t enjoy 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 all about funnels. How to produce them, how to handle them, how to use them in the best possible way so you can see the best outcomes.

He talks about the different kinds of funnels and the proper method to utilize each of those, where to position them, and he speaks about the building blocks of a funnel which was actually cool to see.

I was surprised by simply how much details he handed out in this section. He could’ve held back a bit, but he went full throttle in providing detail.

Area Four; Funnels and Scripts.

In this area, Brunson goes over the different kinds of offers you can do for your funnels.
Do you know what else he performs in this section? He offers more email scripts!

The scripts he gives work for the various kinds of funnels you run. ; 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 finally, he enters into higher detail about the various types of funnels (i.e frontend funnel, middle and worth ladder funnel, and backend funnels).

Area Five; Clickfunnels.

In the last section, 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 modify it to your preference.

Check out Dotcom Secrets for FREE Here.

DotCom Secrets is an extensive refresher course in online marketing. It’s the conclusion of Russell Brunson’s 10+ years of constructing his own multimillion-dollar businesses online and his experience helping thousands of other people build effective business.

If you’ve invested any amount of time worldwide of online marketing, then you’ve probably become aware of Russell before. He’s authored a couple of books currently and has built the fastest-growing non-venture-capital-backed SaaS organisation– ClickFunnels.

If you wish to succeed selling online, you ought to absolutely check out ClickFunnels. They make it simple to attempt prior to you buy with a 14 day complimentary trial.

Brunson is the genuine deal, therefore is DotCom Secrets. It’s complete of actual, actionable steps for structure and growing any business online. No gimmicks, no fluff.

It’s important to understand that although I’m certifying internet marketing as if it’s something various totally than plain old conventional marketing, it’s not. You might see online marketing and believe “that’s for those internet expert guys who offer courses and things. I have a traditional service business, so that’s not for me” and entirely ignore what I will say.

That’s when I would yell “WRONG”!

Call it what you desire– digital marketing, internet marketing, e-marketing– it’s all MARKETING.

I state this because we’re getting to the point where we do not even need to qualify shopping online as online shopping any longer, or shops online as e-commerce; it’s simply shopping and commerce.

It’s simply the method consumer behavior is heading. Even for organisations that have a physical existence, many consumers will have their first interaction with the company online long prior to they ever appear face to face.

Here are the realities: year after year, more individuals are spending more of their cash online. Check this out from Business Insider (focus mine):.

The variety of online consumers has actually grown by nearly 20 million from 2015 to 2016. And these 224 million consumers 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. Finally, these consumers are transacting more often, as the number of online transactions has actually risen by 115 million from 2015 to 2016.

But is it truly all that surprising? I’m not that surprised. You can purchase anything online at this moment, even a loved one (they do not deliver through Prime, however, so it’s not worth it to await more than two days).

Understand that you need to understand how to reach and sell to people online? Excellent.

Continue reading.

Go beyond the book. Take advantage of almost 50 pages of notes that function as the best companion to DotCom Secrets.

Why DotCom Secrets?

Offered the abovementioned truths about consumer habits and the basic instructions of marketing and commerce, understanding and mastering selling in the digital space has actually become vital.

Companies that wish to make it through, grow, and thrive now and into the future should for that reason comprehend how to reach and sell to individuals over the internet.

It’s that basic.

Even if the sale happens in digital space, or a minimum of partially in digital space, does not mean you require to reconsider everything you understand about sales and selling. A number of the tried and true sales concepts that have been utilized since services first existed are still being utilized successfully, but they are being combined and hybridized to ideal result for the digital frontier.

From crossover sales to offering online one-for-one, there are several distinct tools, methods, and strategies particular to the online landscape that build on basic sales ideas.

This blend of the old and the new is at the foundation of what constitutes internet marketing as we know it today, and it is the focus of Russell Brunson’s (attempt I state masterpiece?) DotCom Secrets.

If you wish to achieve success online, you have to know what these methods are and how to use them.

Russell Brunson didn’t invent the majority of the techniques and strategies in the book, nor does he claim to. You can discover informative items that similarly detail a lot of the subjects he presents in DotCom Secrets.

None of these other items, however, present the info in such an easy-to-follow format as DotCom Secrets. In most cases they likewise don’t take such a holistic approach.

In DotCom Secrets, Brunson intertwines all the small details that comprise an effective online company, while likewise ensuring the reader never loses sight of the big picture: rapid service growth.

Not just does he break down how current businesses effectively market and sell their items online, he supplies a step-by-step blueprint for you to duplicate it within your own organisation. It has actually been my experience that this is the area where many comparable guides crucially fall short. They focus on theory and fail on actionable details.

Simply put, if you wish to learn how to offer online– be it physical items, digital items, training, or in-person services– you just HAVE to read this book.


Brunson begins with the foundation of revealing you how to determine 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 construct your deals, and BAM– you’ll be swimming in cash 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 using 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 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 permanently, which indicates that the tools you use to carry out the techniques in the book may alter, however the techniques will remain the same. The staying power that the Secret Formula has is a testament to Brunson’s ability to boil the range of tools, methods, and tactics 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 discusses the creation and implementation of different kinds of sales funnels online.

What exactly are sales funnels?

Sales funnels are the series of interactions a consumer has with a business online throughout the purchase process. It’s the actual pages they visit previously, throughout, and after they purchase something.

You may feel intimidated at first, thinking of building sales funnels.

You can quash any issues or worries you have regarding the technical elements of building sales funnels, or any websites online for that matter, as soon as you pick up this book.

Brunson does not desire you to get hung up on this when you’re dealing with your strategy.

This is NOT where company owner and entrepreneurs require to be spending their time. Whatever talked about in the book can be produced quickly, with no prior technical or coding knowledge, utilizing the drag-and-drop page builder in ClickFunnels.

ClickFunnels was developed by Russell Brunson so that entrepreneurs like you and I can focus on the things that drive our business 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 sturdy sales funnels, but if you believe you belong in the advanced placement class you can avoid right to the complimentary 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 are true throughout any variety of platforms. If you have the coding chops, all the more power to you.

Sales funnels work and they work in a big way. It doesn’t matter if you utilize ready-made-software or if you do the work yourself.

When you have your own site and platform for offering things online (as you definitely ought to), then by using sales funnels, in addition to the ideas in DotCom Secrets, you’ll have the ability to manage this whole process. It it likewise crucial to keep in mind that sales funnels aren’t just for selling products.

In Secrets, Brunson keeps this versatility well within the book’s scope and always in focus. He sets out numerous methods for developing sales funnels for any kind of services or product.

All of it starts with the Secret Formula (which isn’t that secret actually). By using pre-frames, upsells, downsells, and more, Brunson discusses how sales funnels can turn a 5- or 6-figure service into a 7- or 8-figure service– without any upward limit for potential future growth.

At the risk of seeming like a broken record, this book isn’t about a get rich fast scheme. And I was skeptical initially that it might be yet another pump and discard info product.

Not the case in the least.

The charm of Brunson’s description is that he focuses on the mental components at play that are impacting the decision-making of a client. By doing things such as developing trust, easing worries, and eliminating danger, DotCom Secrets details how you can not only increase the profits potential of a single consumer, but you can also construct a long-lasting fan of your business.

In this way, sales funnels are really no different than the standard selling process old school salesmen have been honing for decades. Sales funnels simply adjust sales letters, sales calls, and knocking on doors to the digital area and enhance the purchasing experience for your clients and optimize your profits.

… 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 offering things and finding clients/customers from the internet (i.e., virtually all services), then the response is an unwavering YES. Yes, this book is for you. If you check out nothing else before you start selling online, read this book.

Russell Brunson’s insight isn’t confined to living in between the covers of DotCom Tricks either.

He also offers links to complimentary digital resources that assist readers internalize and act on the principles presented in the book. Loaded with highly consumable graphics, funnel blueprints, sales scripts, and evergreen techniques, this book has ended up being a (dog-eared) staple of the mini library of organisation books I keep a rack beside my desk.

Most importantly, you can get a complimentary copy (just pay shipping) straight from Russell Brunson at the link listed below. He’s not going to be providing this book away free of charge permanently, so ensure you claim your copy prior to they are all gone– or before he starts charging what this book is really worth.

It deserves noting that Brunson isn’t distributing a PDF or a digital copy of his remarkable 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’ve been called a highlighter addict before however, so that’s just me.


The bottom line is that I love DotCom Secrets. It is all info and no frills. The writing style is succinct and structured and the accompanying graphics are super easy to understand and are “crafted for instantaneous recall.”.

Those are Brunson’s words, not mine, however he hit the nail on the head.

I understand it seems 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 areas can seem so frustrating. There are a lot of moving pieces and variables that a book like DotCom Secrets that makes sense of the madness in such a practical method truly sticks out from the crowd.

It’s complete of real, actionable steps for structure 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 first quarter of 2015 to $68 billion in Q1 2016. Not only does he break down how present organisations successfully market and sell their items online, he supplies a detailed blueprint for you to replicate it within your own business. 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 read nothing else before you start offering online, read this book.

Next Steps

Get Dotcom Secrets for FREE Here.

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