If you’ve been trying to find a book to read that will take your marketing skills to the next level, then keep reading this.
I recently completed 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 need to read several times to completely understand it. And even then, it’s still not enough.
Brunson said in the introduction of the book that his objective 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 stay incredibly helpful in marketing no matter the year (maybe not the year 2700, however you never ever know).
What is in the book?
In the book, there are 5 different areas.
Area One; Ladders and Funnels
In this section, Brunson talks about worth ladders and funnels.
The value ladder is what you’re selling to your customers. So 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 professional can provide.
The consumer comes in for a regular tooth cleansing. The dentist says that your teeth could be lightened a little bit. He then up-sells you on teeth whitening. And then after the bleaching, he up-sells the retainer by saying that you could take advantage of the use of a retainer. And lastly, the dental professional states that you can gain 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 area, Russell tells you how to best go about starting your sales funnel( s).
A funnel moves individuals through the sales procedure. The objective is to have them enter the funnel and convert as a number of them as possible and have them return for more.
However before all of that, you first need to find out who your dream consumers are. Russell made it pretty 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, however the tail end of section 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 excellent detail on the three types of traffic so I suggest you take a look at the book for yourself (click on this link for the DotCom Secrets).
Area Two; Your Communication/ Follow-up Funnel
In this area, Brunson talks about the attractive character and what it suggests for your funnels (if you do not have an attractive character, then your funnels won’t succeed).
The appealing character is someone consumers can relate too (i.e someone who remained in a comparable position as the consumer, or an influencer of sorts).
Brunson likewise discusses the correct emails you need to send to your customers after they have signed up for your email list. He even provides you scripts!
Prior to he liquidates the chapter, he gives you his “daily Seinfeld series” for emails. Who doesn’t like Seinfeld?? This chapter was pure gold, so once again, I recommend you get a copy of the book to learn more!
Area Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).
This area is everything about funnels. How to develop them, how to handle them, how to utilize them in the very best possible way so you can see the best outcomes.
He discusses the different types of funnels and the correct method to use 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 amazed by simply just how much info he handed out in this section. He could’ve kept back a bit, however he went full throttle in supplying information.
Section Four; Funnels and Scripts.
In this section, Brunson discusses the different kinds of deals you can do for your funnels.
Do you understand what else he performs in this section? He offers more e-mail scripts!
The scripts he gives work for the different types of funnels you run. For example; there is a chapter in this section titled “The Perfect Webinar” and because chapter, he provides 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 worth ladder funnel, and backend funnels).
Section 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 website where you can pick templates for a funnel and edit it to your liking.
Check out Dotcom Secrets for FREE Here.
DotCom Secrets is a thorough refresher course in online marketing. It’s the culmination of Russell Brunson’s 10+ years of constructing his own multimillion-dollar companies online and his experience helping countless other people build effective companies.
If you’ve spent any quantity of time worldwide of web marketing, then you’ve most likely become aware of Russell prior to. He’s authored a couple of books currently and has constructed the fastest-growing non-venture-capital-backed SaaS company– ClickFunnels.
If you want to be successful selling online, you ought to definitely take a look at ClickFunnels. They make it easy to attempt prior to you purchase with a 14 day complimentary trial.
Brunson is the genuine offer, and so is DotCom Secrets. It’s full of real, actionable actions for building and growing any business online. No gimmicks, no fluff.
It’s important to understand that even though I’m qualifying online marketing as if it’s something various completely than plain old conventional marketing, it’s not. You may see online marketing and think “that’s for those internet guru people who offer courses and stuff. I have a physical service company, so that’s not for me” and entirely neglect what I will say.
That’s when I would scream “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 qualify shopping online as online shopping anymore, or shops online as e-commerce; it’s just shopping and commerce.
It’s just the way customer habits is heading. Even for companies that have a physical presence, many consumers will have their very first interaction with the company online long before they ever show up personally.
Here are the facts: every year, more people are investing more of their money online. Check this out from Business Insider (focus mine):.
The number of online buyers has actually grown by almost 20 million from 2015 to 2016. And these 224 million shoppers are spending more, as the total quantity invested online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. Finally, these customers are transacting more frequently, as the variety of online transactions has actually increased by 115 million from 2015 to 2016.
Is it truly all that surprising? I’m not that shocked. You can purchase anything online at this point, even a significant other (they do not ship through Prime, however, so it’s not worth it to wait on more than two days).
Recognize that you need to understand how to reach and sell to people online? Great.
Exceed the book. Make the most of nearly 50 pages of notes that serve as the ideal companion to DotCom Secrets.
Why DotCom Secrets?
Given the previously mentioned facts about customer habits and the basic instructions of marketing and commerce, understanding and mastering selling in the digital space has become essential.
Business that want to make it through, grow, and flourish now and into the future must for that reason comprehend how to reach and sell to people over the internet.
It’s that simple.
Just because the sale happens in digital space, or at least partly in digital area, doesn’t indicate you require to reconsider whatever you know about sales and selling. A number of the attempted and real sales principles that have actually been utilized since services initially existed are still being utilized successfully, however they are being integrated and hybridized to ideal impact for the digital frontier.
From crossover sales to selling online one-for-one, there are several distinct tools, strategies, and techniques particular to the online landscape that build on fundamental sales ideas.
This blend of the old and the brand-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 work of art?) DotCom Secrets.
If you want to achieve success online, you need to know what these techniques are and how to utilize 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 products that similarly describe a number of the subjects he provides 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 don’t take such a holistic approach.
In DotCom Secrets, Brunson intertwines all the small details that make up a successful online business, while also making certain the reader never ever forgets the big picture: exponential business growth.
Not only does he break down how current businesses effectively market and sell their items online, he supplies a detailed plan for you to duplicate it within your own company. It has actually been my experience that this is the location where lots of similar guides crucially fall short. They concentrate on theory and fail on actionable information.
In short, if you wish to discover how to sell online– be it physical items, digital products, training, or in-person services– you just HAVE to read this book.
THE SECRET FORMULA.
Brunson starts with the foundation of showing you how to determine 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 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 quick buck, or using some loophole to rank on Google or Amazon.
The strength of this book is that the content is evergreen, meaning 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 carry out 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 ability to boil the range of tools, methods, and techniques 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 talks about the creation and implementation of various kinds of sales funnels online.
But exactly what are sales funnels?
Sales funnels are the series of interactions a customer has with a company online throughout the purchase procedure. It’s the literal pages they visit in the past, throughout, and after they purchase something.
You might feel daunted 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 get this book.
Brunson does not desire you to get hung up on this when you’re working on your strategy.
This is NOT where business owners and business owners need to be spending their time. Whatever talked about in the book can be created easily, with no prior technical or coding understanding, using the drag-and-drop page home builder in ClickFunnels.
ClickFunnels was developed by Russell Brunson so that entrepreneurs like you and I can concentrate on the important things that drive our organisation forward– not on the technical elements. My team and I use ClickFunnels and we enjoy it.
DotCom Secrets teaches and preaches the effectiveness of a well-built sales funnels, but if you think you belong in the advanced positioning class you can avoid right to the free 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS business, here.
Whether or not you use a simplified option depends on you, but the principles that drive the success of sales funnels hold true throughout any number of platforms. If you have the coding chops, all the more power to you.
Sales funnels work and they work 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 need to), then by utilizing sales funnels, along with the ideas in DotCom Secrets, you’ll be able to manage this whole procedure. It it likewise crucial to remember that sales funnels aren’t just for selling items.
In Secrets, Brunson keeps this versatility well within the book’s scope and constantly in focus. He sets out numerous methods for developing sales funnels for any type of product and services.
Everything starts with the Secret Formula (which isn’t that secret truly). By making use of pre-frames, upsells, downsells, and more, Brunson explains how sales funnels can turn a 5- or 6-figure organisation into a 7- or 8-figure organisation– with no upward limit for potential future growth.
At the risk of seeming like a broken record, this book isn’t about a get rich fast plan. And I was hesitant at first that it might be yet another pump and discard details item.
Not the case in the least.
The charm of Brunson’s explanation is that he focuses on the psychological aspects at play that are affecting the decision-making of a client. By doing things such as constructing trust, allaying fears, and getting rid of threat, DotCom Secrets information how you can not just increase the profits capacity of a single consumer, however you can also develop a long-lasting fan of your company.
In this way, sales funnels are truly no different than the conventional selling process traditional salespeople have actually been honing for decades. Sales funnels merely adapt sales letters, sales calls, and knocking on doors to the digital space and optimize the purchasing experience for your consumers and optimize your income.
… 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 internet (i.e., virtually all services), then the answer is a wholehearted 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 Secrets either.
He also supplies links to totally free digital resources that help readers internalize and act upon the principles presented in the book. Jam-packed with extremely consumable graphics, funnel plans, sales scripts, and evergreen strategies, this book has actually ended up being a (dog-eared) staple of the tiny library of service books I keep on a rack next to my desk.
Best of all, you can get a free copy (simply pay shipping) directly from Russell Brunson at the link below. He’s not going to be providing this book away for free forever, so make sure you claim your copy prior to they are all gone– or prior to he begins charging what this book is really worth.
It deserves noting 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 highlight crucial passages.
You must see my copy. Every page is brilliant yellow and there’s a stack of dead highlighters next to my desk. I have actually been called a highlighter junkie prior to however, so that’s simply me.
The bottom line is that I enjoy DotCom Secrets. It is all details and no frills. The writing design is concise 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 struck the nail on the head.
I know it looks like I have actually been gushing about this title and yes, I may 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 numerous moving pieces and variables that a book like DotCom Tricks that makes sense of the madness in such a helpful way actually stands apart from the crowd.
It’s full of real, actionable steps for structure and growing any business online. And these 224 million consumers 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 existing services successfully market and offer their items online, he offers a step-by-step plan for you to duplicate it within your own service. Brunson starts with the structure of showing you how to figure out who your customers are, where they are online, how to find them, and how to get their attention. If you read nothing else before you start offering online, read this book.
Check out Dotcom Secrets for FREE Here.