If you’ve been trying to find a book to read that will take your marketing abilities to the next level, then keep reading this.
I recently ended up reading DotCom Secrets by Russell Brunson. It was my second time reading the book and I discovered, a lot more, reading it the second time around.
It’s one of those books that you have to read multiple times to completely comprehend 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 years and years to come.
By evergreen, he wants to keep the book relevant. Even with marketing approaches constantly changing, this book will remain extremely helpful in marketing no matter the year (maybe not the year 2700, but you never ever understand).
What is in the book?
In the book, there are 5 different areas.
Section One; Ladders and Funnels
In this section, Brunson speaks about worth ladders and funnels.
The worth ladder is what you’re offering to your consumers. So to use 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 value ladder are examples of what a dentist can provide.
The customer comes in for a regular tooth cleaning. The dental professional states that your teeth could be whitened a little bit. He then up-sells you on teeth bleaching. And after that after the bleaching, he up-sells the retainer by saying that you might benefit from making use of a retainer. And lastly, the dental expert says that you can benefit from cosmetic dentistry.
Each step up the ladder, the rate increases and up.
Think of your company 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 people through the sales process. The goal is to have them get in the funnel and convert as a number of them as possible and have them come back for more.
But before all of that, you initially need to find out who your dream customers are. Russell made it quite clear in the book that without this understanding, you will not prosper in running effective funnels.
I’m not going to try and spoil too much for you, but the tail end of area one is “the three kinds of traffic”.
The 3 types of traffic are 1.
Brunson goes into fantastic detail on the three types of traffic so I suggest you check out the book for yourself (click here for the DotCom Secrets).
Area Two; Your Communication/ Follow-up Funnel
In this area, Brunson talks about the attractive character and what it implies for your funnels (if you do not have an attractive character, then your funnels won’t succeed).
The appealing character is somebody consumers can relate too (i.e somebody who remained in a similar position as the customer, or an influencer of sorts).
Brunson likewise discusses the correct emails you need to send out to your consumers after they have registered for your email list. He even offers you scripts!
Prior to he liquidates the chapter, he gives you his “day-to-day Seinfeld series” for e-mails. Who does not love Seinfeld?? This chapter was pure gold, so once again, I suggest you pick up a copy of the book to learn more!
Area Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).
This area is all about funnels. How to create them, how to handle them, how to use them in the very best possible method so you can see the best outcomes.
He discusses the various kinds of funnels and the appropriate way to utilize each of those, where to position them, and he discusses the foundation of a funnel which was truly cool to see.
I was shocked by just just how much info he distributed in this section. He could’ve kept back a little bit, however he went full throttle in providing detail.
Section Four; Funnels and Scripts.
In this area, Brunson goes over the various types of offers you can do for your funnels.
Do you understand what else he does in this section? He provides more email scripts!
The scripts he gives work for the various types of funnels you run. ; there is a chapter in this section entitled “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 detail 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 understand what Clickfunnels is, it is merely a site where you can choose templates for a funnel and modify it to your preference.
DotCom Secrets is a comprehensive crash course in web marketing. It’s the conclusion of Russell Brunson’s 10+ years of constructing his own multimillion-dollar companies online and his experience assisting countless other people construct successful business.
If you’ve invested any amount of time worldwide of online marketing, then you’ve probably heard of Russell prior to. He’s authored a couple of books currently and has actually built the fastest-growing non-venture-capital-backed SaaS company– ClickFunnels.
If you want to achieve success selling online, you need to definitely check out ClickFunnels. They make it simple to try before you purchase with a 14 day complimentary trial.
Brunson is the real offer, therefore is DotCom Secrets. It’s complete of actual, actionable actions for building and growing any business online. No gimmicks, no fluff.
It is very important to understand that despite the fact that I’m qualifying internet marketing as if it’s something different completely than plain old standard marketing, it’s not. You might see web marketing and believe “that’s for those internet expert men who sell courses and stuff. I have a traditional service company, so that’s not for me” and totally ignore what I will state.
That’s when I would yell “WRONG”!
Call it what you desire– digital marketing, web marketing, e-marketing– it’s all MARKETING.
I say this due to the fact that we’re getting to the point 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 behavior is heading. Even for businesses that have a physical existence, many consumers will have their very first interaction with the company online long prior to they ever show up personally.
Here are the truths: every year, more individuals are spending more of their money online. Check this out from Business Insider (emphasis mine):.
The variety of online consumers has grown by nearly 20 million from 2015 to 2016. And these 224 million consumers are spending more, as the overall quantity invested online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. These consumers are transacting more often, as the number of online transactions has actually increased by 115 million from 2015 to 2016.
Is it really all that surprising? I’m not that stunned. You can buy anything online at this point, even a loved one (they don’t ship by means of Prime, though, so it’s not worth it to wait for more than two days).
Realize that you require to understand how to reach and offer to people online? Excellent.
Exceed the book. Make the most of almost 50 pages of notes that work as the perfect buddy to DotCom Secrets.
Why DotCom Secrets?
Given the previously mentioned truths about customer behavior and the general direction of marketing and commerce, understanding and mastering selling in the digital area has ended up being necessary.
Companies that wish to survive, grow, and grow now and into the future should therefore comprehend how to reach and sell to individuals online.
It’s that easy.
Even if the sale takes place in digital space, or at least partly in digital area, does not indicate you need to reassess whatever you learn about sales and selling. Many of the attempted and real sales concepts that have actually been used since organisations initially existed are still being used successfully, however they are being combined and hybridized to optimum result for the digital frontier.
From crossover sales to offering online one-for-one, there are several unique tools, methods, and methods specific to the online landscape that build on fundamental sales principles.
This mix of the old and the new is at the foundation of what makes up online marketing as we know it today, and it is the focus of Russell Brunson’s (dare I say masterpiece?) DotCom Secrets.
If you want to succeed online, you need to understand what these methods are and how to utilize them.
Russell Brunson didn’t create the majority of the techniques and methods in the book, nor does he claim to. You can find informational items that likewise describe a number of the subjects he presents in DotCom Secrets.
None of these other products, however, present the details in such an easy-to-follow format as DotCom Secrets. In a lot of cases they also do not take such a holistic technique.
In DotCom Secrets, Brunson links all the small details that make up a successful online business, while also ensuring the reader never ever loses sight of the big picture: rapid organisation development.
Not just does he break down how existing organisations effectively market and sell their products online, he provides a step-by-step blueprint for you to reproduce it within your own service. It has actually been my experience that this is the area where numerous similar guides most importantly fall short. They concentrate on theory and fail on actionable info.
In other words, if you want to learn how to offer online– be it physical items, digital items, coaching, or in-person services– you simply HAVE to read this book.
THE SECRET FORMULA.
Brunson starts with the structure 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. Once 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 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, suggesting it’ll be just as real tomorrow as it will be 10 years from now. Even if we have flying automobiles and jetpacks, there is no changing the psychology of why individuals purchase.
That hardwiring will be with us forever, which suggests that the tools you utilize to perform the methods in the book might alter, however the methods will stay the very same. The staying power that the Secret Formula has is a testimony to Brunson’s ability to boil the range of tools, methods, and techniques 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 production and deployment of different types of sales funnels online.
However exactly what are sales funnels?
Sales funnels are the series of interactions a consumer has with a business online during the purchase procedure. It’s the actual pages they visit before, during, and after they buy something.
You may feel intimidated at first, thinking about developing sales funnels.
You can quash any issues or worries you have concerning the technical elements of building sales funnels, or any web pages online for that matter, as soon as you pick up this book.
Brunson does not desire you to get hung up on this when you’re dealing with your technique.
This is NOT where entrepreneur and business owners need to be spending their time. Whatever talked about in the book can be developed quickly, without any prior technical or coding understanding, using the drag-and-drop page builder in ClickFunnels.
ClickFunnels was produced by Russell Brunson so that entrepreneurs like you and I can concentrate on the important things that drive our business forward– not on the technical elements. My group and I use ClickFunnels and we enjoy it.
DotCom Secrets teaches and preaches the efficiency of a well-built sales funnels, but if you think you belong in the innovative 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 utilize a streamlined solution is up to you, however the principles that drive the success of sales funnels apply across any variety of platforms. If you have the coding chops, all the more power to you.
Sales funnels work and they work in a huge way. It doesn’t matter if you utilize ready-made-software or if you do the work yourself.
When you have your own website and platform for offering things online (as you definitely must), then by utilizing sales funnels, in addition to the concepts in DotCom Secrets, you’ll be able to manage this entire process. It it likewise important to remember that sales funnels aren’t just for offering products.
In Secrets, Brunson keeps this adaptability well within the book’s scope and always in focus. He lays out several techniques for developing sales funnels for any kind of service 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 explains how sales funnels can turn a 5- or 6-figure service into a 7- or 8-figure service– without any upward limit for potential future development.
At the threat 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 information 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 impacting the decision-making of a consumer. By doing things such as constructing trust, allaying fears, and removing risk, DotCom Secrets information how you can not only increase the profits potential of a single consumer, but you can likewise build a long-lasting fan of your business.
In this way, sales funnels are actually no various than the traditional selling procedure traditional salespeople have been refining for years. Sales funnels merely adapt sales letters, sales calls, and knocking on doors to the digital area and optimize the buying experience for your customers and maximize your revenue.
… 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 offering things and finding clients/customers from the web (i.e., practically all services), then the answer is a wholehearted YES. Yes, this book is for you. If you check out absolutely nothing else before you begin selling online, read this book.
Russell Brunson’s insight isn’t restricted to living between the covers of DotCom Tricks either.
He also offers links to totally free digital resources that help readers internalize and act upon the principles presented in the book. Packed with extremely consumable graphics, funnel plans, sales scripts, and evergreen techniques, this book has actually ended up being a (dog-eared) staple of the small library of service books I keep on a rack beside my desk.
Best of all, you can get a totally free copy (just pay shipping) straight from Russell Brunson at the link below. He’s not going to be giving this book away free of charge permanently, so ensure you claim your copy prior to they are all gone– or prior to he begins charging what this book is really worth.
It’s worth noting that Brunson isn’t handing out 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 brilliant yellow and there’s a stack of dead highlighters next to my desk. I have actually been called a highlighter addict prior to however, so that’s simply me.
The Bottom Line.
The bottom line is that I enjoy DotCom Secrets. It is all details and no frills. The writing style is concise and structured and the accompanying graphics are incredibly easy to understand and are “engineered for immediate recall.”.
Those are Brunson’s words, not mine, but he hit the nail on the head.
I know it appears like I have been gushing about this title and yes, I may have a male crush on Russell Brunson, but for me this book has been an important tool. Marketing and sales in digital areas can seem so overwhelming. There are a lot of moving pieces and variables that a book like DotCom Secrets that makes sense of the insanity in such a valuable method really stands out from the crowd.
It’s complete of actual, actionable actions for structure and growing any company online. And these 224 million consumers 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. Not only does he break down how present companies effectively market and offer their products online, he supplies a detailed blueprint for you to replicate it within your own service. Brunson starts with the structure of revealing 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 begin selling online, read this book.
Check out Dotcom Secrets for FREE Here.