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, a lot more, reading it the 2nd time around.
It’s one of those books that you need to check out several times to completely understand it. And even then, it’s still insufficient.
Brunson said in the intro of the book that his goal was to keep the book evergreen for several years and years to come.
By evergreen, he wants to keep the book relevant. Even with marketing methods constantly altering, this book will remain extremely helpful in marketing no matter the year (perhaps not the year 2700, but you never ever know).
What’s in the book?
In the book, there are 5 different sections.
Section One; Ladders and Funnels
In this section, Brunson discusses worth ladders and funnels.
The worth ladder is what you’re selling to your customers. So to utilize the example in the book, the value ladder for a dental practitioner would look something like this:
- Teeth cleaning
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 cleaning. Then the dental expert states that your teeth could be whitened a little bit. He then up-sells you on teeth lightening. And then after the lightening, he up-sells the retainer by stating that you might take advantage of making use of a retainer. The dental practitioner says that you can benefit from cosmetic dentistry.
Each step up the ladder, the rate increases and up.
Think of your service 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 beginning your sales funnel( s).
A funnel relocations individuals through the sales procedure. The goal is to have them enter the funnel and convert 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 clients 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 try and spoil too much for you, however the tail end of section one is “the 3 types of traffic”.
The three types of traffic are 1. traffic you manage 2. traffic you don’t manage 3. traffic you own.
Brunson enters into terrific detail on the 3 kinds of traffic so I recommend 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 attractive character and what it implies for your funnels (if you do not have an appealing character, then your funnels will not be successful).
The attractive character is somebody customers can relate too (i.e someone who was in a similar position as the consumer, or an influencer of sorts).
Brunson likewise discusses the appropriate e-mails you require to send to your customers after they have actually registered for your e-mail list. He even gives you scripts!
Before he closes out the chapter, he gives you his “everyday Seinfeld series” for emails. Who does not love Seinfeld?? This chapter was pure gold, so once again, I suggest you pick up a copy of the book to find out more!
Section Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).
This area 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 results.
He discusses the different types of funnels and the appropriate way to use each of those, where to place them, and he speaks about the building blocks of a funnel which was actually cool to see.
I was surprised by simply just how much details he handed out in this area. He might’ve held back a bit, but he went full throttle in providing information.
Area Four; Funnels and Scripts.
In this area, Brunson talks about the various types of offers you can do for your funnels.
Do you understand what else he carries out in this section? He offers more e-mail scripts!
The scripts he gives work for the different kinds of funnels you run. ; there is a chapter in this area 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 greater information about the different kinds 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 don’t understand what Clickfunnels is, it is merely a website where you can pick and choose design templates for a funnel and edit it to your preference.
DotCom Secrets is a thorough refresher course in internet marketing. It’s the culmination of Russell Brunson’s 10+ years of constructing his own multimillion-dollar organisations online and his experience assisting thousands of other people develop effective business.
If you’ve invested any quantity of time worldwide of online marketing, then you’ve probably heard of Russell before. He’s authored a few books already and has actually built the fastest-growing non-venture-capital-backed SaaS service– ClickFunnels.
If you want to be successful selling online, you ought to definitely have a look at ClickFunnels. They make it simple to attempt prior to you buy with a 14 day totally free trial.
Brunson is the genuine offer, and so is DotCom Secrets. It’s complete of real, actionable actions for structure and growing any company online. No tricks, no fluff.
It is essential to understand that despite the fact that I’m certifying web marketing as if it’s something different totally than plain old standard marketing, it’s not. You might see online marketing and believe “that’s for those internet master men who offer courses and stuff. I have a traditional service organisation, so that’s not for me” and completely disregard what I will say.
That’s when I would shout “WRONG”!
Call it what you want– digital marketing, internet marketing, e-marketing– it’s all MARKETING.
I state this because we’re specifying where we do not even need to qualify 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, the majority of consumers will have their first interaction with the company online long before they ever show up in person.
Here are the facts: year after year, more people are investing more of their cash online. Check this out from Business Insider (focus mine):.
The number of online buyers has grown by almost 20 million from 2015 to 2016. And these 224 million consumers are spending more, as the total amount invested online grew from $61 billion in the very first quarter of 2015 to $68 billion in Q1 2016. Lastly, these clients are transacting more frequently, as the number of online deals has actually risen by 115 million from 2015 to 2016.
However is it really all that unexpected? I’m not that stunned. You can buy anything online at this moment, even a loved one (they don’t ship through Prime, though, so it’s not worth it to wait for more than 2 days).
Recognize that you need to understand how to reach and offer to individuals online? Good.
Exceed the book. Make the most of almost 50 pages of notes that serve as the perfect companion to DotCom Secrets.
Why DotCom Secrets?
Given the abovementioned facts about consumer habits and the general instructions of marketing and commerce, understanding and mastering selling in the digital area has ended up being essential.
Business that want to endure, grow, and thrive now and into the future needs to for that reason understand how to reach and sell to individuals online.
It’s that basic.
Even if the sale occurs in digital space, or at least partly in digital space, does not imply you need to reassess whatever you understand about sales and selling. A number of the attempted and real sales concepts that have been used given that services initially existed are still being used successfully, however they are being combined and hybridized to ideal effect for the digital frontier.
From crossover sales to offering online one-for-one, there are a number of special tools, strategies, and techniques particular to the online landscape that build on essential sales concepts.
This blend 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 state masterpiece?) DotCom Secrets.
If you want to succeed online, you need to understand what these methods are and how to use them.
Russell Brunson didn’t create most of the strategies and strategies in the book, nor does he declare to. You can find informational items that similarly outline many of the topics he presents in DotCom Secrets.
None of these other products, nevertheless, present the information in such an easy-to-follow format as DotCom Secrets. In most cases they also don’t take such a holistic approach.
In DotCom Secrets, Brunson links all the small details that comprise an effective online company, while also making certain the reader never ever loses sight of the big picture: exponential business growth.
Not only does he break down how existing organisations effectively market and offer their items online, he supplies a step-by-step blueprint for you to reproduce it within your own business. It has actually been my experience that this is the area where lots of similar guides most importantly fail. They concentrate on theory and fall short on actionable information.
Simply put, if you want to find out how to offer online– be it physical items, digital products, training, or in-person services– you simply HAVE to read this book.
THE SECRET FORMULA.
Brunson starts 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 build your deals, 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 fast buck, or using some loophole to rank on Google or Amazon.
The strength of this book is that the content is evergreen, implying 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 people buy.
That hardwiring will be with us permanently, which means that the tools you use to execute the methods in the book might change, however the methods will stay the exact same. The staying power that the Secret Formula has is a testament to Brunson’s capability to boil the series of tools, techniques, and techniques 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 development and implementation of various types of sales funnels online.
What exactly are sales funnels?
Sales funnels are the sequence of interactions a client has with a company online throughout the purchase process. It’s the actual pages they go to in the past, during, and after they purchase something.
You might feel intimidated in the beginning, thinking about developing sales funnels.
You can quash any concerns or fears you have regarding the technical elements of structure sales funnels, or any webpages online for that matter, as quickly as you pick up this book.
Brunson doesn’t want you to get hung up on this when you’re working on your strategy.
This is NOT where entrepreneur and business owners need to be investing their time. Whatever gone over in the book can be created easily, without any previous technical or coding understanding, utilizing the drag-and-drop page home builder in ClickFunnels.
ClickFunnels was created by Russell Brunson so that business owners like you and I can focus on the things that drive our business forward– not on the technical elements. My team and I utilize ClickFunnels and we like it.
DotCom Secrets teaches and preaches the effectiveness of a well-built sales funnels, however if you think you belong in the advanced positioning class you can skip ideal to the totally free 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS business, here.
Whether you use a streamlined service is up to you, however the ideas 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 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 using sales funnels, in addition to the concepts in DotCom Secrets, you’ll have the ability to control this entire procedure. It it likewise crucial to keep in mind that sales funnels aren’t just for offering products.
In Secrets, Brunson keeps this versatility well within the book’s scope and always in focus. He sets out several methods for developing sales funnels for any type of service or product.
It all 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 company– with no upward limit for possible future growth.
At the risk of seeming 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 dispose details product.
Not the case in the least.
The appeal of Brunson’s description is that he focuses on the psychological elements at play that are impacting the decision-making of a client. By doing things such as constructing trust, allaying fears, and getting rid of danger, DotCom Tricks information how you can not only increase the revenue capacity of a single customer, but you can also build a lifelong fan of your company.
In this way, sales funnels are truly no various than the conventional selling process traditional salesmen have been developing for decades. Sales funnels just adjust sales letters, sales calls, and knocking on doors to the digital space and enhance the purchasing experience for your clients and maximize 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 offering things and finding clients/customers from the internet (i.e., essentially all services), then the response is an unwavering YES. Yes, this book is for you. If you check out absolutely nothing else before you start offering online, read this book.
Russell Brunson’s insight isn’t restricted to living in between the covers of DotCom Tricks either.
He likewise supplies links to totally free digital resources that help readers internalize and act on the principles presented in the book. Jam-packed with extremely consumable graphics, funnel blueprints, sales scripts, and evergreen techniques, this book has actually become a (dog-eared) staple of the tiny library of company books I keep on a rack beside my desk.
Best of all, you can get a complimentary copy (simply pay shipping) straight from Russell Brunson at the link below. He’s not going to be offering this book away for free forever, so ensure you declare your copy before they are all gone– or before he starts charging what this book is really worth.
It’s worth keeping in mind that Brunson isn’t giving away 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 crucial passages.
You should see my copy. Every page is intense yellow and there’s a pile of dead highlighters next to my desk. I’ve been called a highlighter junkie before however, so that’s just me.
The Bottom Line.
The bottom line is that I enjoy DotCom Secrets. It is all details and no frills. The composing style is succinct and structured and the accompanying graphics are super easy to understand and are “crafted for immediate recall.”.
Those are Brunson’s words, not mine, but he hit the nail on the head.
I understand it appears like I have actually 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 many moving pieces and variables that a book like DotCom Secrets that makes sense of the insanity in such a helpful way truly stands out from the crowd.
It’s complete of actual, actionable actions for building and growing any company online. And these 224 million buyers 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 just does he break down how present companies effectively market and offer their products online, he offers a detailed plan for you to duplicate it within your own business. Brunson starts with the structure of revealing you how to figure out who your clients are, where they are online, how to find them, and how to get their attention. If you read absolutely nothing else before you begin offering online, read this book.