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 just 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 need to check out numerous times to completely grasp it. And even then, it’s still inadequate.
Brunson stated 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 pertinent. Even with marketing methods constantly altering, this book will stay incredibly beneficial in marketing no matter the year (maybe not the year 2700, however you never know).
What is in the book?
In the book, there are 5 different sections.
Section One; Ladders and Funnels
In this section, Brunson talks about worth ladders and funnels.
The value ladder is what you’re selling to your consumers. So to utilize the example in the book, the worth ladder for a dental professional would look something like this:
- Teeth cleansing
Those 4 steps in this specific value ladder are examples of what a dental expert can offer.
The consumer comes in for a regular tooth cleansing. Then the dental practitioner says that your teeth could be bleached a bit. So he then up-sells you on teeth lightening. And after that after the lightening, he up-sells the retainer by stating that you could gain from the use of a retainer. And lastly, the dental professional says that you can take advantage of cosmetic dentistry.
Each step up the ladder, the price increases and up.
Think of your company and see what you can include in your worth ladder.
In the other parts of this area, Russell tells you how to best set about beginning your sales funnel( s).
A funnel moves people through the sales process. The objective is to have them go into the funnel and convert as many of them as possible and have them return for more.
But prior to all of that, you first need to find out who your dream customers are. Russell made it quite clear in the book that without this understanding, you will not succeed in running effective funnels.
I’m not going to attempt and spoil too much for you, however the tail end of area one is “the three kinds of traffic”.
The three types of traffic are 1. traffic you manage 2. traffic you do not manage 3. traffic you own.
Brunson enters into terrific detail on the three types of traffic so I recommend you have 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 indicates for your funnels (if you don’t have an attractive character, then your funnels won’t achieve success).
The attractive character is someone consumers can relate too (i.e someone who was in a comparable position as the customer, or an influencer of sorts).
Brunson also discusses the appropriate emails you require to send to your customers after they have registered for your email list. He even gives you scripts!
Before he closes out the chapter, he offers you his “daily Seinfeld series” for emails. Who does not like Seinfeld?? This chapter was pure gold, so again, I recommend 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 manage them, how to use them in the best possible way so you can see the very best outcomes.
He discusses the various types of funnels and the correct method to use each of those, where to put them, and he discusses the building blocks of a funnel which was truly cool to see.
I was amazed by simply how much information he distributed in this area. He might’ve kept back a little bit, however he went full throttle in providing detail.
Area Four; Funnels and Scripts.
In this area, Brunson goes over the different kinds of offers you can do for your funnels.
Do you understand what else he performs in this area? He provides more e-mail scripts!
The scripts he gives work for the different types 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.
He goes into greater information 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 just a site where you can pick and choose templates for a funnel and modify it to your taste.
DotCom Secrets is a thorough crash course in web marketing. It’s the culmination of Russell Brunson’s 10+ years of constructing his own multimillion-dollar businesses online and his experience assisting thousands of other individuals develop effective business.
If you’ve invested any quantity of time on the planet of web marketing, then you’ve most likely heard of Russell prior to. He’s authored a few books currently and has built the fastest-growing non-venture-capital-backed SaaS business– ClickFunnels.
If you wish to be successful selling online, you must certainly take a look at ClickFunnels. They make it simple to attempt before you purchase with a 14 day free trial.
Brunson is the real deal, and so is DotCom Secrets. It’s full of real, actionable steps for building and growing any business online. No gimmicks, no fluff.
It is necessary to comprehend that despite the fact that I’m qualifying online marketing as if it’s something various totally than plain old traditional marketing, it’s not. You might see online marketing and believe “that’s for those internet expert men who sell courses and things. I have a brick and mortar service organisation, so that’s not for me” and completely neglect what I’m about to state.
That’s when I would yell “WRONG”!
Call it what you desire– digital marketing, internet marketing, e-marketing– it’s all MARKETING.
I say this because we’re specifying where we do not even need to certify shopping online as online shopping anymore, or shops online as e-commerce; it’s just shopping and commerce.
It’s simply the way consumer behavior is heading. Even for services that have a physical presence, a lot of customers will have their very first interaction with the business online long prior to they ever show up face to face.
Here are the realities: year after year, more people are investing more of their money online. Check this out from Business Insider (emphasis mine):.
The variety of online shoppers has actually grown by nearly 20 million from 2015 to 2016. And these 224 million consumers 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. Lastly, these clients are transacting more regularly, as the variety of online transactions has actually risen by 115 million from 2015 to 2016.
Is it actually all that unexpected? I’m not that shocked. You can buy anything online at this point, even a loved one (they don’t ship via Prime, however, so it’s not worth it to wait for more than two days).
Recognize that you need to understand how to reach and offer to people online? Good.
Exceed the book. Benefit from nearly 50 pages of notes that work as the perfect buddy to DotCom Secrets.
Why DotCom Secrets?
Provided the previously mentioned facts about customer behavior and the general instructions of marketing and commerce, understanding and mastering selling in the digital space has ended up being important.
Business that want to endure, grow, and thrive now and into the future should 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 space, or a minimum of partially in digital space, doesn’t imply you require to rethink everything you know about sales and selling. A number of the attempted and true sales concepts that have actually been utilized considering that companies initially existed are still being used effectively, but they are being combined and hybridized to optimal result for the digital frontier.
From crossover sales to offering online one-for-one, there are several distinct tools, methods, and strategies specific to the online landscape that build on fundamental sales concepts.
This blend of the old and the brand-new is at the foundation of what makes up web marketing as we know 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 need to know what these methods are and how to use them.
Russell Brunson didn’t develop the majority of the methods and techniques in the book, nor does he claim to. You can find informative items that likewise describe a number of the subjects he presents in DotCom Secrets.
None of these other products, nevertheless, present the details in such an easy-to-follow format as DotCom Secrets. In many cases they also don’t take such a holistic approach.
In DotCom Secrets, Brunson intertwines all the small details that make up an effective online business, while also making certain the reader never ever forgets the big picture: exponential service development.
Not just does he break down how present organisations effectively market and offer their products online, he offers a step-by-step blueprint for you to reproduce it within your own organisation. It has actually been my experience that this is the area where numerous comparable guides most importantly fail. They focus on theory and fail on actionable information.
In other words, if you want to learn how to sell online– be it physical products, digital items, training, or in-person services– you merely HAVE to read this book.
THE SECRET FORMULA.
Brunson begins with the structure of showing you how to determine who your clients are, where they are online, how to discover them, and how to get their attention. He calls it the Secret Formula. As soon as you’ve got their attention you can construct your offers, and BAM– you’ll be swimming in cash 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 quick dollar, or using some loophole to rank on Google or Amazon.
The strength of this book is that the content 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 jetpacks, there is no changing the psychology of why people purchase.
That hardwiring will be with us forever, which implies that the tools you utilize to perform the techniques in the book might change, but the methods will remain the very same. The staying power that the Secret Formula has is a testimony to Brunson’s capability to boil the variety of tools, techniques, and methods 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 development and deployment of different kinds of sales funnels online.
What precisely are sales funnels?
Sales funnels are the series of interactions a client has with a company online throughout the purchase process. It’s the literal pages they check out in the past, during, and after they purchase something.
You may feel intimidated in the beginning, considering developing sales funnels.
You can quash any issues or worries you have regarding the technical aspects of building sales funnels, or any websites 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 technique.
This is NOT where company owner and entrepreneurs require to be investing their time. Everything discussed in the book can be produced quickly, without any prior technical or coding knowledge, using the drag-and-drop page builder in ClickFunnels.
ClickFunnels was developed by Russell Brunson so that business owners like you and I can concentrate on the important things that drive our company forward– not on the technical aspects. My group and I use ClickFunnels and we love it.
DotCom Secrets teaches and preaches the efficiency of a well-built sales funnels, however if you think you belong in the sophisticated positioning class you can avoid right to the complimentary 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS company, here.
Whether or not you utilize a streamlined service is up to you, but the principles that drive the success of sales funnels hold true across any number of platforms. If you have the coding chops, all the more power to you.
Sales funnels work and they work in a big method. 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 offering things online (as you definitely must), then by utilizing sales funnels, along with the ideas in DotCom Secrets, you’ll have the ability to manage this whole procedure. It it also crucial to keep in mind that sales funnels aren’t just for selling items.
In Secrets, Brunson keeps this adaptability well within the book’s scope and always in focus. He sets out numerous strategies for constructing sales funnels for any kind of services or product.
All of it starts with the Secret Formula (which isn’t that secret truly). By using 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– with no upward boundary for possible future growth.
At the threat of sounding like a broken record, this book isn’t about a get rich fast scheme. And I was skeptical at first that it might be yet another pump and discard info item.
Not the case in the least.
The beauty of Brunson’s description is that he concentrates on the psychological components at play that are affecting the decision-making of a customer. By doing things such as building trust, easing worries, and removing risk, DotCom Secrets details how you can not only increase the profits capacity of a single client, but you can likewise build a long-lasting fan of your business.
In this way, sales funnels are truly no various than the standard selling procedure traditional salespeople have actually been refining for decades. Sales funnels simply adapt sales letters, sales calls, and knocking on doors to the digital area and enhance the buying experience for your clients and maximize your profits.
… 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 finding clients/customers from the web (i.e., virtually all businesses), then the response is a wholehearted 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 Secrets either.
He likewise provides links to free digital resources that help readers internalize and act upon the ideas provided in the book. Packed with extremely consumable graphics, funnel blueprints, sales scripts, and evergreen techniques, this book has ended up being 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 totally free copy (just pay shipping) directly from Russell Brunson at the link listed below. He’s not going to be providing this book away free of charge forever, so ensure you claim your copy prior to they are all gone– or prior to he begins charging what this book is actually worth.
It’s worth keeping in mind that Brunson isn’t giving away a PDF or a digital copy of his amazing book. It’s a physical copy that you can touch and hold. You can write in the margins, photocopy the images, and emphasize vital passages.
You need to see my copy. Every page is intense yellow and there’s a pile of dead highlighters next to my desk. I have actually been called a highlighter addict prior to though, so that’s just me.
The Bottom Line.
The bottom line is that I enjoy DotCom Secrets. It is all info and no frills. The writing style is succinct and structured and the accompanying graphics are very easy to understand and are “engineered for instant recall.”.
Those are Brunson’s words, not mine, however he struck the nail on the head.
I understand it appears like I have actually been gushing about this title and yes, I may have a guy crush on Russell Brunson, but for me this book has actually been a valuable tool. Marketing and sales in digital spaces can appear so overwhelming. There are numerous moving pieces and variables that a book like DotCom Secrets that understands the insanity in such a handy method actually sticks out from the crowd.
It’s full of actual, actionable steps for building and growing any business online. And these 224 million buyers 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 only does he break down how present services successfully market and sell their products online, he provides a detailed blueprint for you to reproduce it within your own service. Brunson starts with the structure of showing you how to figure out who your consumers are, where they are online, how to discover them, and how to get their attention. If you read absolutely nothing else before you begin selling online, read this book.