Dotcom-secrets-the-underground-playbook – Book Review

If you’ve been searching for a book to read 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 2nd time checking out the book and I learned, much more, reading it the 2nd time around.

It’s one of those books that you have to read numerous times to totally comprehend it. And even then, it’s still not enough.

Brunson said in the intro of the book that his goal was to keep the book evergreen for years and years to come.

By evergreen, he wants to keep the book appropriate. Even with marketing approaches continuously altering, this book will remain exceptionally helpful in marketing no matter the year (perhaps not the year 2700, but you never ever know).

What’s in the book?

In the book, there are 5 different areas.

Section One; Ladders and Funnels

In this area, Brunson discusses value ladders and funnels.

The value ladder is what you’re offering to your consumers. So to use the example in the book, the value ladder for a dental expert would look something like this:

  • Teeth cleansing
  • Whitening
  • Retainer
  • Cosmetic

Those 4 steps in this particular value ladder are examples of what a dentist can provide.

The customer comes in for a routine tooth cleaning. Then the dental practitioner states that your teeth could be bleached a bit. He then up-sells you on teeth bleaching. And after that after the bleaching, he up-sells the retainer by stating that you could take advantage of the use of a retainer. The dental expert states that you can benefit from cosmetic dentistry.

Each step up the ladder, the rate goes up and up.

Think of your business and see what you can consist of in your worth ladder.


In the other parts of this area, Russell informs you how to best tackle beginning your sales funnel( s).

A funnel moves people through the sales procedure. The goal is to have them enter the funnel and convert as much of them as possible and have them return for more.

Before all of that, you initially have to figure out who your dream consumers 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 try and ruin excessive for you, but the tail end of section one is “the 3 kinds of traffic”.

The three kinds of traffic are 1. traffic you control 2. traffic you don’t control 3. traffic you own.
Brunson enters into fantastic information on the three types of traffic so I recommend you check out the book on your own (click here for the DotCom Secrets).

Area Two; Your Communication/ Follow-up Funnel

In this section, Brunson discusses the appealing character and what it suggests for your funnels (if you do not have an attractive character, then your funnels will not succeed).

The appealing character is somebody consumers can relate too (i.e somebody who remained in a comparable position as the customer, or an influencer of sorts).

Brunson also goes over the correct emails you need to send to your customers after they have signed up for your e-mail list. He even offers you scripts!

Prior to he closes out the chapter, he gives you his “day-to-day 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!

Section 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 use them in the best possible method so you can see the best outcomes.

He speaks 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 actually cool to see.

I was surprised by simply how much details he distributed in this area. He could’ve held 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 know what else he performs in this section? He gives more e-mail 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 offers you email scripts that work well for webinars that you are hosting.

He goes into greater detail about the various types of funnels (i.e frontend funnel, middle and worth ladder funnel, and backend funnels).

Section 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 pick templates for a funnel and modify it to your taste.

Check out Dotcom Secrets for FREE Here.

DotCom Secrets is a comprehensive crash course in web marketing. It’s the conclusion of Russell Brunson’s 10+ years of building his own multimillion-dollar businesses online and his experience assisting countless other people develop successful companies.

If you’ve spent any amount of time on the planet of web marketing, then you’ve most likely become aware of Russell prior to. He’s authored a couple of books currently and has built the fastest-growing non-venture-capital-backed SaaS organisation– ClickFunnels.

If you wish to succeed selling online, you must definitely check out ClickFunnels. They make it simple to attempt before you purchase with a 14 day free trial.

Brunson is the genuine deal, and so is DotCom Secrets. It’s complete of actual, actionable actions for structure and growing any business online. No tricks, no fluff.

It is very important to comprehend that even though I’m qualifying online marketing as if it’s something various completely than plain old conventional marketing, it’s not. You might see online marketing and believe “that’s for those internet expert guys who offer courses and stuff. I have a brick and mortar service business, so that’s not for me” and entirely neglect what I will say.

That’s when I would shout “WRONG”!

Call it what you desire– digital marketing, internet marketing, e-marketing– it’s all MARKETING.

I state this due to the fact that we’re specifying where we don’t even need to certify shopping online as online shopping anymore, or stores online as e-commerce; it’s simply shopping and commerce.

It’s just the way consumer behavior is heading. Even for businesses that have a physical presence, most consumers will have their very first interaction with the business online long prior to they ever show up personally.

Here are the facts: year after year, more people are investing more of their cash 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 shoppers are spending 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 negotiating more frequently, as the number of online transactions has risen by 115 million from 2015 to 2016.

Is it actually all that surprising? I’m not that surprised. You can purchase anything online at this point, even a better half (they don’t deliver via Prime, though, so it’s not worth it to wait for more than two days).

Recognize that you need to know how to reach and sell to individuals online? Excellent.

Read on.

Exceed the book. Benefit from nearly 50 pages of notes that work as the ideal companion to DotCom Secrets.

Why DotCom Secrets?

Given the previously mentioned facts about customer habits and the general instructions of marketing and commerce, understanding and mastering selling in the digital space has become important.

Business that wish to survive, grow, and grow now and into the future needs to therefore understand how to reach and offer to people online.

It’s that basic.

Just because the sale occurs in digital space, or at least partly in digital space, doesn’t indicate you need to reassess whatever you understand about sales and selling. Many of the attempted and real sales principles that have been utilized given that services initially existed are still being used successfully, however they are being combined and hybridized to optimum impact for the digital frontier.

From crossover sales to offering online one-for-one, there are numerous distinct tools, techniques, and methods particular to the online landscape that build on essential sales ideas.

This mix of the old and the new is at the foundation of what constitutes internet 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 know what these methods are and how to utilize them.

Russell Brunson didn’t invent most of the techniques and methods in the book, nor does he declare to. You can find informational items that likewise describe a number of the subjects he provides in DotCom Secrets.

None of these other products, however, present the details in such an easy-to-follow format as DotCom Secrets. Oftentimes 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 loses sight of the big picture: rapid company development.

Not only does he break down how existing businesses successfully market and sell their products online, he offers a step-by-step plan for you to replicate it within your own company. It has been my experience that this is the location where numerous comparable guides crucially fail. They focus on theory and fall short on actionable details.

Simply put, if you want to find out how to offer online– be it physical products, digital items, training, or in-person services– you merely HAVE to read this book.


Brunson begins with the structure of revealing you how to find out 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 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 quick, making a fast dollar, or utilizing some loophole to rank on Google or Amazon.

The strength of this book is that the material is evergreen, indicating 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 individuals purchase.

That hardwiring will be with us forever, which means that the tools you use to perform the strategies in the book may alter, however the strategies will remain the same. The staying power that the Secret Formula has is a testimony to Brunson’s capability to boil the variety of tools, methods, and tactics 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 discusses the creation and implementation of various kinds of sales funnels online.

But just what are sales funnels?

Sales funnels are the sequence of interactions a customer has with a company online during the purchase procedure. It’s the actual pages they visit in the past, throughout, and after they purchase something.

You may feel frightened initially, thinking of developing sales funnels.

You can quash any concerns or fears you have regarding the technical elements of building sales funnels, or any webpages online for that matter, as soon as you pick up this book.

Brunson doesn’t desire you to get hung up on this when you’re dealing with your strategy.

This is NOT where business owners and entrepreneurs require to be investing their time. Everything discussed in the book can be produced easily, with no prior technical or coding knowledge, using the drag-and-drop page contractor in ClickFunnels.

ClickFunnels was developed by Russell Brunson so that business owners like you and I can focus on the things that drive our business forward– not on the technical aspects. My group and I utilize ClickFunnels and we enjoy it.

DotCom Secrets teaches and preaches the effectiveness of a durable sales funnels, but if you think you belong in the sophisticated positioning class you can avoid best to the totally free 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS company, here.

Whether you utilize a streamlined option depends on you, but the concepts that drive the success of sales funnels apply throughout 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 method. 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 absolutely need to), then by making use of sales funnels, in addition to the concepts in DotCom Secrets, you’ll be able to control this entire process. It it likewise crucial to bear in mind that sales funnels aren’t just for offering items.

In Secrets, Brunson keeps this adaptability well within the book’s scope and always in focus. He sets out numerous techniques for building sales funnels for any kind of service or product.

All of it starts with the Secret Formula (which isn’t that secret really). By using pre-frames, upsells, downsells, and more, Brunson explains how sales funnels can turn a 5- or 6-figure business into a 7- or 8-figure service– with no upward border for possible future growth.

At the threat of sounding like a broken record, this book isn’t about a get rich quick plan. And I was hesitant in the beginning that it might be yet another pump and dispose information product.

Not the case in the least.

The beauty of Brunson’s description is that he focuses on the psychological components at play that are affecting the decision-making of a customer. By doing things such as building trust, allaying worries, and getting rid of threat, DotCom Secrets details how you can not only increase the earnings capacity of a single customer, however you can also develop a long-lasting fan of your company.

In this way, sales funnels are truly no various than the traditional selling process old school salesmen have been refining for years. Sales funnels simply adjust sales letters, sales calls, and knocking on doors to the digital space and optimize the purchasing experience for your clients 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 currently are or will in the future be selling things and finding clients/customers from the internet (i.e., virtually all organisations), then the response is a wholehearted YES. Yes, this book is for you. If you check out nothing else before you start offering online, read this book.

Russell Brunson’s insight isn’t restricted to living between the covers of DotCom Tricks either.

He also provides links to complimentary digital resources that help readers internalize and act upon the concepts presented in the book. Packed with highly 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 a shelf next to my desk.

Best of all, you can get a complimentary copy (simply pay shipping) directly from Russell Brunson at the link below. He’s not going to be offering this book away totally free forever, so make sure you claim your copy prior to they are all gone– or before he starts charging what this book is really worth.

It’s worth keeping in mind 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 emphasize vital passages.

You need to see my copy. Every page is brilliant yellow and there’s a pile 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.

The bottom line is that I love DotCom Tricks. It is all details and no frills. The composing 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, but he hit the nail on the head.

I know it appears like I have actually 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 frustrating. There are a lot of moving pieces and variables that a book like DotCom Secrets that makes sense of the madness in such a practical way truly stands out from the crowd.

It’s complete of actual, actionable steps for structure and growing any business online. And these 224 million consumers are investing more, as the total amount 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 current services successfully market and sell their products online, he provides a detailed plan for you to duplicate it within your own organisation. Brunson begins with the foundation 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 check out nothing else prior to you begin selling online, read this book.

Next Steps

Get Dotcom Secrets for FREE Here.

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