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 ended up reading DotCom Secrets by Russell Brunson. It was my 2nd time checking out the book and I learned, much more, reading it the second time around.
It’s one of those books that you need to read multiple times to completely understand it. And even then, it’s still insufficient.
Brunson stated in the introduction of the book that his goal was to keep the book evergreen for years and years to come.
By evergreen, he wishes to keep the book pertinent. Even with marketing techniques continuously changing, this book will remain extremely helpful in marketing no matter the year (perhaps not the year 2700, but you never understand).
What is in the book?
In the book, there are 5 various sections.
Section One; Ladders and Funnels
In this section, Brunson speaks about value ladders and funnels.
The value ladder is what you’re selling to your consumers. To use the example in the book, the value ladder for a dental practitioner would look something like this:
- Teeth cleansing
Those 4 steps in this particular worth ladder are examples of what a dental practitioner can offer.
The consumer comes in for a regular tooth cleansing. Then the dental practitioner says that your teeth could be lightened a little bit. He then up-sells you on teeth bleaching. And after that after the lightening, he up-sells the retainer by stating that you might benefit from the use of a retainer. And lastly, the dental expert says that you can take advantage of cosmetic dentistry.
Each step up the ladder, the rate goes up and up.
Consider your organisation and see what you can consist of in your worth ladder.
In the other parts of this section, Russell informs you how to best set about starting your sales funnel( s).
A funnel relocations individuals through the sales process. The goal is to have them go into the funnel and convert as a lot of them as possible and have them return for more.
Before all of that, you first have to figure out who your dream customers are. Russell made it quite clear in the book that without this knowledge, you will not be successful in running successful funnels.
I’m not going to try and spoil too much for you, but the last part of section one is “the three 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 types of traffic so I recommend you take a look at the book for yourself (click here for the DotCom Secrets).
Section Two; Your Communication/ Follow-up Funnel
In this area, Brunson discusses the appealing character and what it implies for your funnels (if you do not have an appealing character, then your funnels won’t be successful).
The attractive character is someone customers can relate too (i.e somebody who remained in a similar position as the consumer, or an influencer of sorts).
Brunson likewise goes over the proper emails you require to send to your consumers after they have actually registered for your email list. He even provides you scripts!
Prior to he liquidates the chapter, he provides you his “everyday Seinfeld series” for emails. Who does not enjoy Seinfeld?? This chapter was pure gold, so again, I suggest you pick up a copy of the book to find out 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 manage them, how to utilize them in the best possible way so you can see the very best results.
He talks about the different kinds of funnels and the correct way to use each of those, where to put them, and he talks about the foundation of a funnel which was actually cool to see.
I was amazed by just how much info he distributed in this section. He could’ve kept back a bit, however he went full throttle in supplying detail.
Area Four; Funnels and Scripts.
In this area, Brunson discusses the different kinds of offers you can do for your funnels.
Do you understand what else he performs in this section? He provides more e-mail scripts!
The scripts he gives work for the various kinds of funnels you run. For example; there is a chapter in this section entitled “The Perfect Webinar” and in that chapter, he offers you email scripts that work well for webinars that you are hosting.
And lastly, he goes into greater information 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 reveals you the power of Clickfunnels. For those of you who don’t know what Clickfunnels is, it is simply a website where you can decide on templates for a funnel and edit it to your taste.
DotCom Secrets is an extensive refresher course in web marketing. It’s the culmination of Russell Brunson’s 10+ years of building his own multimillion-dollar companies online and his experience helping countless other people build effective companies.
If you’ve spent any amount of time in the world of web marketing, then you’ve probably become aware of Russell prior to. He’s authored a few books already and has constructed the fastest-growing non-venture-capital-backed SaaS service– ClickFunnels.
If you wish to succeed selling online, you need to absolutely have a look at ClickFunnels. They make it easy to attempt before you buy with a 14 day complimentary trial.
Brunson is the genuine offer, therefore 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 even though I’m certifying online marketing as if it’s something various entirely than plain old standard marketing, it’s not. You might see internet marketing and think “that’s for those internet master people who sell courses and stuff. I have a brick and mortar service organisation, so that’s not for me” and entirely ignore what I will state.
That’s when I would shout “WRONG”!
Call it what you desire– digital marketing, internet marketing, e-marketing– it’s all MARKETING.
I say this due to the fact that we’re specifying where we do not even require to certify shopping online as online shopping anymore, or stores online as e-commerce; it’s just shopping and commerce.
It’s simply the method consumer habits is heading. Even for businesses that have a physical existence, most customers will have their very first interaction with the business online long before they ever show up in person.
Here are the facts: every year, more people are spending more of their cash online. Check this out from Business Insider (emphasis mine):.
The number of online consumers has actually grown by nearly 20 million from 2015 to 2016. And these 224 million consumers are spending more, as the overall amount spent online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. These customers are negotiating more frequently, as the number of online transactions has increased by 115 million from 2015 to 2016.
However is it actually all that surprising? I’m not that surprised. You can purchase anything online at this point, even a significant other (they don’t deliver via Prime, though, so it’s not worth it to wait for more than two days).
Understand that you need to understand how to reach and sell to individuals online? Great.
Exceed the book. Take advantage of nearly 50 pages of notes that act as the best companion to DotCom Secrets.
Why DotCom Secrets?
Given the abovementioned facts about customer habits and the basic direction of marketing and commerce, understanding and mastering selling in the digital space has actually become vital.
Companies that wish to survive, grow, and flourish now and into the future should for that reason comprehend how to reach and sell to people online.
It’s that basic.
Just because the sale takes place in digital area, or at least partly in digital area, does not imply you require to reassess whatever you understand about sales and selling. Many of the tried and real sales concepts that have actually been used considering that services first existed are still being used efficiently, however 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 unique tools, techniques, and techniques specific to the online landscape that build on fundamental sales concepts.
This mix of the old and the brand-new is at the foundation of what makes up web marketing as we understand it today, and it is the focus of Russell Brunson’s (attempt I state work of art?) DotCom Secrets.
If you want to achieve success online, you need to understand what these techniques are and how to use them.
Russell Brunson didn’t create most of the techniques and methods in the book, nor does he claim to. You can find informative products that similarly lay out a number of the topics he provides in DotCom Secrets.
None of these other products, nevertheless, present the details in such an easy-to-follow format as DotCom Secrets. In most cases they also do not take such a holistic technique.
In DotCom Secrets, Brunson links all the small details that comprise an effective online business, while also making certain the reader never ever forgets the big picture: exponential business growth.
Not just does he break down how existing companies successfully market and sell their products online, he offers a detailed plan for you to replicate it within your own company. It has actually been my experience that this is the location where lots of similar guides most importantly fail. They focus on theory and fail on actionable details.
In other words, if you want to discover how to offer online– be it physical products, digital items, coaching, or in-person services– you just HAVE to read this book.
THE SECRET FORMULA.
Brunson begins with the foundation of revealing you how to find out who your customers 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 simple.
Let me be clear: this book is not a guide to getting rich fast, making a fast buck, or utilizing some loophole to rank on Google or Amazon.
The strength of this book is that the material is evergreen, implying it’ll be just as real 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 purchase.
That hardwiring will be with us permanently, which means that the tools you utilize to perform the strategies in the book may alter, but the methods will stay the very same. The remaining power that the Secret Formula has is a testament to Brunson’s ability to boil the series of tools, techniques, and techniques 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 deployment of various kinds of sales funnels online.
What precisely are sales funnels?
Sales funnels are the sequence of interactions a client has with a company online during the purchase process. It’s the literal pages they go to in the past, throughout, and after they purchase something.
You may feel daunted at first, considering 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 want you to get hung up on this when you’re working on your technique.
This is NOT where business owners and business owners need to be investing their time. Everything discussed in the book can be developed easily, without any prior technical or coding understanding, utilizing the drag-and-drop page contractor in ClickFunnels.
ClickFunnels was produced by Russell Brunson so that entrepreneurs like you and I can focus on the important things that drive our service forward– not on the technical elements. My team and I utilize ClickFunnels and we like it.
DotCom Secrets teaches and preaches the efficiency of a sturdy sales funnels, however if you think you belong in the innovative positioning class you can skip ideal to the complimentary 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS business, here.
Whether you utilize a streamlined option depends on you, however the concepts that drive the success of sales funnels are true across any variety 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 utilize ready-made-software or if you do the work yourself.
When you have your own site and platform for selling things online (as you absolutely need to), then by utilizing sales funnels, as well as the principles in DotCom Secrets, you’ll be able to control 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 flexibility well within the book’s scope and always in focus. He sets out numerous strategies for building sales funnels for any type of service or product.
Everything starts with the Secret Formula (which isn’t that secret really). By making use of pre-frames, upsells, downsells, and more, Brunson describes how sales funnels can turn a 5- or 6-figure business into a 7- or 8-figure service– with no upward border for prospective future development.
At the danger of sounding like a broken record, this book isn’t about a get rich quick plan. And I was skeptical 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 psychological components at play that are impacting the decision-making of a client. By doing things such as constructing trust, allaying worries, and removing threat, DotCom Secrets details how you can not just increase the revenue capacity of a single client, but you can likewise construct a lifelong fan of your business.
In this way, sales funnels are really no various than the standard selling procedure traditional salesmen have actually been developing for decades. Sales funnels simply adjust sales letters, sales calls, and knocking on doors to the digital space and enhance the buying experience for your consumers and maximize 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 presently are or will in the future be selling things and discovering clients/customers from the internet (i.e., practically all organisations), then the response is a wholehearted YES. Yes, this book is for you. If you read absolutely nothing else prior to you begin offering online, read this book.
Russell Brunson’s insight isn’t confined to living in between the covers of DotCom Tricks either.
He likewise provides links to free digital resources that help readers internalize and act upon the ideas presented in the book. Jam-packed with highly consumable graphics, funnel plans, sales scripts, and evergreen techniques, this book has actually become a (dog-eared) staple of the small library of business books I continue a rack next to my desk.
Best of all, you can get a complimentary 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 forever, so make certain you declare your copy prior to they are all gone– or prior to he begins 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 remarkable book. It’s a physical copy that you can touch and hold. You can write in the margins, copy the images, and highlight important passages.
You must see my copy. Every page is intense yellow and there’s a stack of dead highlighters beside my desk. I’ve been called a highlighter junkie before however, so that’s just me.
The bottom line is that I enjoy DotCom Secrets. It is all information and no frills. The composing style is concise and structured and the accompanying graphics are super 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 male crush on Russell Brunson, but for me this book has been an important tool. Marketing and sales in digital spaces can appear so frustrating. There are numerous moving pieces and variables that a book like DotCom Tricks that makes sense of the madness in such an useful way truly stands out from the crowd.
It’s full of real, actionable actions for structure and growing any company online. And these 224 million consumers are investing more, as the total 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 existing services effectively market and offer their products online, he supplies a detailed plan for you to duplicate it within your own organisation. Brunson starts with the structure of revealing you how to figure out who your clients are, where they are online, how to discover them, and how to get their attention. If you check out absolutely nothing else prior to you start offering online, read this book.