If you’ve been looking 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 second time checking out the book and I discovered, even more, reading it the second time around.
It’s one of those books that you have to check out several times to totally understand it. And even then, it’s still inadequate.
Brunson said in the intro 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 relevant. Even with marketing techniques continuously altering, this book will stay extremely beneficial in marketing no matter the year (possibly not the year 2700, however you never know).
What’s in the book?
In the book, there are 5 various sections.
Section One; Ladders and Funnels
In this area, Brunson talks about value ladders and funnels.
The value ladder is what you’re offering to your customers. So to utilize the example in the book, the value ladder for a dental professional would look something like this:
- Teeth cleaning
Those 4 steps in this particular value ladder are examples of what a dental expert can provide.
The customer comes in for a routine tooth cleansing. The dental expert states that your teeth might be bleached a little bit. So he then up-sells you on teeth bleaching. And then after the whitening, 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 price increases and up.
Think of your company and see what you can include in your value ladder.
In the other parts of this section, Russell informs you how to best set about beginning your sales funnel( s).
A funnel moves individuals through the sales process. The goal is to have them get in the funnel and transform as many of them as possible and have them come back for more.
Prior to 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 prosper in running successful funnels.
I’m not going to try and spoil excessive for you, but the tail end of section one is “the 3 types of traffic”.
The 3 types of traffic are 1. traffic you control 2. traffic you don’t control 3. traffic you own.
Brunson enters into terrific information on the 3 kinds of traffic so I recommend you take a look at the book on your own (click on this link for the DotCom Secrets).
Area Two; Your Communication/ Follow-up Funnel
In this section, Brunson discusses the attractive character and what it suggests for your funnels (if you do not have an attractive character, then your funnels won’t achieve success).
The attractive character is someone consumers can relate too (i.e somebody who was in a similar position as the consumer, or an influencer of sorts).
Brunson also discusses the proper emails you require to send to your customers 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 “daily Seinfeld series” for e-mails. Who doesn’t like 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 area is all about funnels. How to produce them, how to manage them, how to utilize them in the best possible method so you can see the very best outcomes.
He talks about the various kinds of funnels and the appropriate way to use each of those, where to place them, and he discusses the building blocks of a funnel which was really cool to see.
I was amazed by simply just how much information he distributed in this section. He might’ve kept back a little bit, however he went full throttle in providing information.
Area Four; Funnels and Scripts.
In this area, Brunson discusses the various kinds of deals you can do for your funnels.
Do you understand what else he carries out in this section? He provides more e-mail scripts!
The scripts he gives work for the different kinds of funnels you run. ; there is a chapter in this area entitled “The Perfect Webinar” and in that chapter, he offers 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 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 don’t understand what Clickfunnels is, it is just a website where you can pick design templates for a funnel and edit it to your taste.
DotCom Secrets is a comprehensive refresher course in online marketing. It’s the conclusion of Russell Brunson’s 10+ years of constructing his own multimillion-dollar companies online and his experience helping thousands of other individuals develop effective companies.
If you’ve invested any amount of time on the planet of internet marketing, then you’ve probably heard of Russell before. He’s authored a couple of books already and has developed the fastest-growing non-venture-capital-backed SaaS company– ClickFunnels.
If you want to achieve success selling online, you need to absolutely take a look at ClickFunnels. They make it easy to try before you purchase with a 14 day complimentary trial.
Brunson is the real deal, and so is DotCom Secrets. It’s full of real, actionable steps for building and growing any company online. No tricks, no fluff.
It is essential to comprehend that although I’m qualifying 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 guru men who sell courses and stuff. I have a physical service company, so that’s not for me” and entirely overlook what I will state.
That’s when I would yell “WRONG”!
Call it what you want– digital marketing, online marketing, e-marketing– it’s all MARKETING.
I say this since 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 simply shopping and commerce.
It’s just the method consumer habits is heading. Even for organisations that have a physical existence, many customers will have their first interaction with the company online long before they ever appear face to face.
Here are the realities: every year, more people are investing more of their money online. Check this out from Business Insider (focus mine):.
The variety of online consumers has grown by nearly 20 million from 2015 to 2016. And these 224 million buyers are investing more, as the overall quantity invested online grew from $61 billion in the very first quarter of 2015 to $68 billion in Q1 2016. These consumers are transacting more frequently, as the number of online deals has risen by 115 million from 2015 to 2016.
However is it really all that unexpected? I’m not that shocked. You can purchase anything online at this moment, even a significant other (they do not ship by means of Prime, however, so it’s not worth it to wait for more than two days).
Realize that you require to understand how to reach and sell to people online? Excellent.
Go beyond the book. Take advantage of almost 50 pages of notes that function as the best buddy to DotCom Secrets.
Why DotCom Secrets?
Provided the aforementioned facts about customer behavior and the basic direction of marketing and commerce, understanding and mastering selling in the digital space has become important.
Business that want to endure, grow, and thrive now and into the future must therefore comprehend how to reach and offer to people over the internet.
It’s that easy.
Just because the sale occurs in digital area, or a minimum of partially in digital area, doesn’t imply you need to rethink whatever you understand about sales and selling. A lot of the attempted and true sales principles that have been utilized since services first existed are still being used efficiently, however they are being combined and hybridized to optimum result for the digital frontier.
From crossover sales to selling online one-for-one, there are a number of distinct tools, methods, and techniques specific to the online landscape that build on basic sales ideas.
This mix of the old and the new is at the structure of what makes up online marketing as we understand it today, and it is the focus of Russell Brunson’s (dare I state masterpiece?) DotCom Secrets.
If you want to achieve success online, you have to know what these techniques are and how to utilize them.
Russell Brunson didn’t develop most of the methods and methods in the book, nor does he declare to. You can find informational products that similarly detail many of the topics he presents in DotCom Secrets.
None of these other products, however, present the info in such an easy-to-follow format as DotCom Secrets. In many cases they likewise do not take such a holistic technique.
In DotCom Secrets, Brunson links all the small details that comprise a successful online business, while also making certain the reader never loses sight of the big picture: rapid company growth.
Not just does he break down how present organisations effectively market and sell their products online, he supplies a step-by-step blueprint for you to reproduce it within your own service. It has actually been my experience that this is the location where lots of similar guides crucially fall short. They focus on theory and fall short on actionable info.
Simply put, if you want to find out how to offer online– be it physical items, digital items, coaching, or in-person services– you just HAVE to read this book.
THE SECRET FORMULA.
Brunson begins with the structure of revealing you how to determine who your customers are, where they are online, how to find 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 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 quick buck, or using some loophole to rank on Google or Amazon.
The strength of this book is that the material is evergreen, suggesting it’ll be just as real tomorrow as it will be 10 years from now. Even if we have flying cars and trucks and jetpacks, there is no changing the psychology of why people purchase.
That hardwiring will be with us forever, which indicates that the tools you utilize to perform the strategies in the book may change, however the techniques will stay the same. The staying power that the Secret Formula has is a testament to Brunson’s ability to boil the range of tools, techniques, and strategies 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 release of different kinds of sales funnels online.
What exactly are sales funnels?
Sales funnels are the sequence of interactions a client has with a business online throughout 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, thinking of developing sales funnels.
You can quash any issues or fears you have relating to the technical aspects of building sales funnels, or any web pages online for that matter, as soon 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 business owners and business owners need to be investing their time. Everything discussed in the book can be developed quickly, with no prior technical or coding knowledge, using the drag-and-drop page contractor in ClickFunnels.
ClickFunnels was produced by Russell Brunson so that entrepreneurs like you and I can concentrate on the important things that drive our company 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 sturdy sales funnels, but if you believe you belong in the advanced placement class you can avoid ideal to the totally free 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS company, here.
Whether you use a streamlined solution depends on you, but the ideas that drive the success of sales funnels hold 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 huge method. It doesn’t matter if you use 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 ought to), then by using sales funnels, as well as the principles in DotCom Secrets, you’ll be able to control this whole procedure. It it also essential 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 constantly in focus. He sets out numerous techniques for developing sales funnels for any kind of services or product.
It all starts with the Secret Formula (which isn’t that secret actually). By utilizing pre-frames, upsells, downsells, and more, Brunson describes how sales funnels can turn a 5- or 6-figure service into a 7- or 8-figure organisation– without any upward boundary for possible future development.
At the risk of seeming like a broken record, this book isn’t about a get rich fast plan. And I was doubtful at first that it might be yet another pump and dump details item.
Not the case in the least.
The charm of Brunson’s description is that he focuses on the mental aspects at play that are affecting the decision-making of a client. By doing things such as constructing trust, easing fears, and removing threat, DotCom Tricks information how you can not just increase the earnings capacity of a single customer, but you can likewise develop a long-lasting fan of your business.
In this way, sales funnels are actually no different than the conventional selling procedure old school salespeople have been sharpening for years. Sales funnels merely adjust sales letters, sales calls, and knocking on doors to the digital area and optimize the purchasing experience for your customers and optimize your income.
… 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 web (i.e., essentially all organisations), then the answer is an unwavering 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 confined to living in between the covers of DotCom Tricks either.
He also provides links to complimentary digital resources that help readers internalize and act upon the ideas provided in the book. Jam-packed with highly consumable graphics, funnel blueprints, sales scripts, and evergreen strategies, this book has ended up being a (dog-eared) staple of the tiny library of company books I continue a rack beside my desk.
Most importantly, you can get a totally free copy (just pay shipping) directly from Russell Brunson at the link listed below. He’s not going to be offering this book away totally free permanently, so make sure you claim your copy prior to they are all gone– or before he starts charging what this book is actually worth.
It deserves 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 highlight vital passages.
You need to see my copy. Every page is intense yellow and there’s a stack of dead highlighters next to my desk. I’ve been called a highlighter junkie prior to though, so that’s simply me.
The bottom line is that I love DotCom Tricks. It is all details and no frills. The composing design is concise and structured and the accompanying graphics are extremely easy to understand and are “crafted for instantaneous recall.”.
Those are Brunson’s words, not mine, but he hit the nail on the head.
I understand it looks 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 actually been an important tool. Marketing and sales in digital spaces can seem so overwhelming. There are numerous moving pieces and variables that a book like DotCom Tricks that makes sense of the madness in such a valuable method truly sticks out from the crowd.
It’s full of real, actionable actions for structure and growing any company online. And these 224 million buyers are spending more, as the total quantity spent online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. Not just does he break down how current companies effectively market and sell their items online, he supplies a detailed plan for you to duplicate it within your own organisation. Brunson starts with the structure of showing you how to figure out who your consumers are, where they are online, how to find them, and how to get their attention. If you check out absolutely nothing else prior to you start selling online, read this book.