Dotcom Secrets or Expert Secrets – Book Review

If you’ve been trying to find a book to check out 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 second time reading the book and I found out, a lot more, reading it the second time around.

It’s one of those books that you need to read several times to totally grasp it. And even then, it’s still inadequate.

Brunson stated 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 wishes to keep the book relevant. Even with marketing approaches constantly changing, this book will remain incredibly useful in marketing no matter the year (possibly not the year 2700, but you never ever understand).

What is in the book?

In the book, there are 5 various sections.

Area One; Ladders and Funnels

In this section, Brunson speaks about worth ladders and funnels.

The value 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 offer.

The consumer comes in for a routine tooth cleaning. The dental expert states that your teeth might be bleached a little bit. So he then up-sells you on teeth bleaching. And after that after the bleaching, he up-sells the retainer by stating that you might gain from using a retainer. The dentist states that you can benefit from cosmetic dentistry.

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

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


In the other parts of this section, Russell informs you how to best go about beginning your sales funnel( s).

A funnel moves 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 come back for more.

But prior to all of that, you first need to figure out who your dream clients are. Russell made it quite 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, but 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 goes into great information on the three kinds of traffic so I recommend you have a look at the book on your own (click here for the DotCom Secrets).

Section Two; Your Communication/ Follow-up Funnel

In this section, Brunson talks about the attractive character and what it means for your funnels (if you don’t have an attractive character, then your funnels will not achieve success).

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

Brunson likewise talks about the appropriate emails you require to send out to your consumers after they have actually signed up for your e-mail list. He even offers you scripts!

Prior to he closes out the chapter, he gives you his “day-to-day Seinfeld series” for e-mails. Who doesn’t love Seinfeld?? This chapter was pure gold, so once again, I suggest you pick up a copy of the book to discover more!

Area Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).

This section is all about funnels. How to create them, how to handle them, how to utilize them in the best possible way so you can see the very best results.

He speaks about the different kinds of funnels and the proper method to use each of those, where to put 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 distributed in this area. He could’ve held back a bit, but he went full throttle in supplying detail.

Area Four; Funnels and Scripts.

In this area, Brunson talks about the various kinds of offers you can do for your funnels.
Do you understand what else he performs in this section? He offers more email scripts!

The scripts he gives work for the different kinds of funnels you run. ; 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.

He goes into higher information 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 do not understand what Clickfunnels is, it is merely a site where you can pick design templates for a funnel and edit it to your taste.

Get Dotcom Secrets for FREE Here.

DotCom Secrets is a comprehensive crash course in online marketing. It’s the culmination of Russell Brunson’s 10+ years of constructing his own multimillion-dollar services online and his experience assisting thousands of other people develop effective business.

If you’ve spent any amount of time in the world of web marketing, then you’ve probably become aware of Russell before. He’s authored a few books currently and has developed the fastest-growing non-venture-capital-backed SaaS company– ClickFunnels.

If you wish to achieve success selling online, you should definitely take a look at ClickFunnels. They make it simple to attempt prior to you purchase with a 14 day complimentary trial.

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

It’s important to understand that even though I’m qualifying internet marketing as if it’s something various entirely than plain old conventional marketing, it’s not. You may see internet marketing and believe “that’s for those internet guru people who offer courses and things. I have a physical service company, so that’s not for me” and totally ignore what I will say.

That’s when I would shout “WRONG”!

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

I state this because we’re specifying where we do not even require to certify shopping online as online shopping any longer, or stores online as e-commerce; it’s just shopping and commerce.

It’s simply the method customer behavior is heading. Even for organisations that have a physical existence, the majority of consumers will have their very first interaction with the company online long before they ever appear personally.

Here are the realities: every year, more people are spending more of their money online. Check this out from Business Insider (focus mine):.

The number of online shoppers has grown by nearly 20 million from 2015 to 2016. 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. These consumers are negotiating more frequently, as the number of online deals has actually risen by 115 million from 2015 to 2016.

But is it really all that surprising? I’m not that surprised. You can purchase anything online at this moment, even a better half (they don’t deliver by means of Prime, however, so it’s not worth it to wait on more than 2 days).

Recognize that you require to understand how to reach and sell to individuals online? Good.

Read on.

Exceed the book. Make the most of almost 50 pages of notes that function as the best buddy to DotCom Secrets.

Why DotCom Secrets?

Offered the aforementioned realities about consumer habits and the basic direction of marketing and commerce, understanding and mastering selling in the digital space has ended up being important.

Companies that wish to endure, grow, and flourish now and into the future must for that reason comprehend how to reach and offer to people over the internet.

It’s that basic.

Just because the sale happens in digital area, or a minimum of partly in digital area, doesn’t imply you require to reconsider everything you understand about sales and selling. Much of the attempted and true sales principles that have actually been utilized given that companies initially existed are still being utilized successfully, but they are being combined and hybridized to ideal impact for the digital frontier.

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

This mix of the old and the brand-new is at the structure of what constitutes internet marketing as we know it today, and it is the focus of Russell Brunson’s (attempt I state work of art?) DotCom Secrets.

If you wish to achieve success online, you need to understand what these strategies are and how to utilize them.

Russell Brunson didn’t invent the majority of the techniques and techniques in the book, nor does he claim to. You can find informational products that similarly detail a number of the subjects he provides in DotCom Secrets.

None of these other items, however, present the information in such an easy-to-follow format as DotCom Secrets. Oftentimes they likewise don’t take such a holistic method.

In DotCom Secrets, Brunson links all the small details that make up an effective online company, while also making certain the reader never ever loses sight of the big picture: rapid organisation growth.

Not only does he break down how existing businesses successfully market and sell their items online, he provides a detailed blueprint for you to reproduce it within your own business. It has actually been my experience that this is the area where many comparable guides most importantly fall short. They concentrate on theory and fall short on actionable information.

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


Brunson begins with the structure of showing you how to figure out who your clients are, where they are online, how to discover them, and how to get their attention. He calls it the Secret Formula. Once 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 basic.

Let me be clear: this book is not a guide to getting rich quick, making a fast dollar, 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 true 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 perform the methods in the book may change, however the strategies will stay the very same. The remaining power that the Secret Formula has is a testimony to Brunson’s capability to boil the range of tools, strategies, and strategies 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 goes over the creation and release of different types of sales funnels online.

But exactly what 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 in the past, throughout, and after they purchase something.

You may feel intimidated initially, thinking about constructing sales funnels.

You can quash any concerns or fears you have concerning the technical aspects of structure sales funnels, or any web pages online for that matter, as soon as you pick up this book.

Brunson does not want you to get hung up on this when you’re working on your strategy.

This is NOT where company owner and business owners need to be investing their time. Whatever discussed in the book can be developed quickly, without any previous technical or coding understanding, using the drag-and-drop page builder in ClickFunnels.

ClickFunnels was created by Russell Brunson so that business owners like you and I can focus on the important things that drive our service forward– not on the technical aspects. My group and I utilize ClickFunnels and we enjoy it.

DotCom Secrets teaches and preaches the effectiveness of a well-built 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 business, here.

Whether or not you utilize a streamlined option is up to you, however the principles that drive the success of sales funnels apply 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 method. 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 absolutely should), then by making use of sales funnels, as well as the principles in DotCom Secrets, you’ll be able to manage this entire procedure. It it likewise essential to bear 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 several techniques for building sales funnels for any type of service or product.

It all starts with the Secret Formula (which isn’t that secret really). By making use of pre-frames, upsells, downsells, and more, Brunson discusses how sales funnels can turn a 5- or 6-figure company into a 7- or 8-figure company– with no upward border for prospective future growth.

At the danger of seeming like a broken record, this book isn’t about a get rich fast plan. And I was doubtful in the beginning that it might be yet another pump and discard details item.

Not the case in the least.

The appeal of Brunson’s description is that he concentrates on the mental aspects at play that are affecting the decision-making of a client. By doing things such as constructing trust, easing worries, and getting rid of threat, DotCom Tricks information how you can not only increase the revenue capacity of a single client, but you can likewise build a long-lasting fan of your business.

In this way, sales funnels are actually no various than the standard selling process old-fashioned salesmen have been developing for decades. Sales funnels merely adjust sales letters, sales calls, and knocking on doors to the digital space and optimize 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 selling things and finding clients/customers from the internet (i.e., essentially all businesses), then the response is an unfaltering YES. Yes, this book is for you. If you read 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 also supplies links to totally free digital resources that assist readers internalize and act on the ideas presented in the book. Loaded with highly consumable graphics, funnel blueprints, sales scripts, and evergreen techniques, this book has become a (dog-eared) staple of the mini library of organisation books I keep on 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 providing this book away for free permanently, so make sure you declare your copy prior to they are all gone– or before he begins charging what this book is really worth.

It’s worth 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, photocopy the images, and emphasize important passages.

You ought to see my copy. Every page is bright yellow and there’s a pile of dead highlighters next to my desk. I have actually been called a highlighter junkie prior to though, so that’s simply me.


The bottom line is that I like DotCom Tricks. It is all info and no frills. The composing 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, but he struck the nail on the head.

I know it appears 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 been a valuable tool. Marketing and sales in digital spaces can appear so frustrating. There are numerous moving pieces and variables that a book like DotCom Secrets that understands the insanity in such a valuable method truly stands apart from the crowd.

It’s full of actual, actionable steps for structure and growing any business online. And these 224 million buyers are spending more, as the total 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 current companies effectively market and sell their products online, he supplies a step-by-step blueprint for you to duplicate it within your own business. Brunson begins with the foundation 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 check out absolutely nothing else before you begin offering online, read this book.

Next Steps

Check out Dotcom Secrets for FREE Here.

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