Dotcom Secrets the Underground Playbook Pdf – Book Review

If you’ve been searching for a book to read that will take your marketing abilities to the next level, then keep reading this.

I recently finished reading DotCom Secrets by Russell Brunson. It was my 2nd time checking out the book and I discovered, much more, reading it the second time around.

It’s one of those books that you need to read multiple times to totally understand it. And even then, it’s still not enough.

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

By evergreen, he wishes to keep the book appropriate. Even with marketing techniques continuously changing, this book will stay incredibly useful in marketing no matter the year (possibly not the year 2700, but you never know).

What is in the book?

In the book, there are 5 different areas.

Area One; Ladders and Funnels

In this area, Brunson discusses worth ladders and funnels.

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

  • Teeth cleaning
  • Whitening
  • Retainer
  • Cosmetic

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

The consumer comes in for a routine tooth cleaning. Then the dental professional states that your teeth could be bleached a little 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 benefit from the use of a retainer. And lastly, the dental professional states that you can benefit from cosmetic dentistry.

Each step up the ladder, the cost 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 informs you how to best tackle starting your sales funnel( s).

A funnel moves individuals through the sales procedure. The goal is to have them go into the funnel and transform as a number of them as possible and have them return for more.

However before all of that, you initially need to figure out who your dream consumers are. Russell made it quite clear in the book that without this knowledge, you will not prosper in running effective funnels.

I’m not going to attempt and ruin excessive for you, but the last part of section one is “the three types of traffic”.

The 3 types of traffic are 1.
Brunson goes into fantastic detail on the 3 types of traffic so I recommend you take a look at the book on your own (click here for the DotCom Secrets).

Area Two; Your Communication/ Follow-up Funnel

In this section, Brunson discusses the attractive character and what it means for your funnels (if you don’t have an appealing character, then your funnels won’t succeed).

The attractive character is somebody customers can relate too (i.e someone who was in a comparable position as the customer, or an influencer of sorts).

Brunson also talks about the proper e-mails you need to send to your consumers after they have actually registered for your email list. He even offers you scripts!

Prior to he liquidates the chapter, he provides you his “everyday Seinfeld sequence” for e-mails. Who doesn’t enjoy Seinfeld?? This chapter was pure gold, so again, I recommend you pick up a copy of the book to learn more!

Section Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).

This section 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 very best outcomes.

He talks about the different kinds of funnels and the appropriate method to use each of those, where to position them, and he speaks about the foundation of a funnel which was actually cool to see.

I was amazed by just how much details he gave away in this area. He could’ve kept back a bit, but he went full throttle in providing information.

Area Four; Funnels and Scripts.

In this section, Brunson goes over the different kinds of offers you can do for your funnels.
Do you know what else he does in this section? He provides more e-mail scripts!

The scripts he gives work for the various kinds of funnels you run. For example; there is a chapter in this section entitled “The Perfect Webinar” and in that chapter, he gives you email scripts that work well for webinars that you are hosting.

He goes into higher 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 section, he shows you the power of Clickfunnels. For those of you who don’t know what Clickfunnels is, it is just a website where you can choose templates for a funnel and edit it to your taste.

Check out Dotcom Secrets for FREE Here.

DotCom Secrets is an extensive crash course in web marketing. It’s the conclusion of Russell Brunson’s 10+ years of building his own multimillion-dollar organisations online and his experience helping countless other individuals construct successful companies.

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

If you want to achieve success selling online, you ought to absolutely check out ClickFunnels. They make it simple to attempt prior to you buy with a 14 day free trial.

Brunson is the real offer, and so is DotCom Secrets. It’s complete of real, actionable steps for building and growing any business online. No gimmicks, no fluff.

It’s important to comprehend that although I’m certifying online marketing as if it’s something different totally than plain old conventional marketing, it’s not. You may see web marketing and believe “that’s for those internet expert men who sell courses and stuff. I have a brick and mortar service business, so that’s not for me” and totally neglect what I’m about to state.

That’s when I would scream “WRONG”!

Call it what you want– digital marketing, online marketing, e-marketing– it’s all MARKETING.

I state this since we’re getting to the point where we don’t even need 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 way consumer habits is heading. Even for businesses that have a physical presence, many customers will have their very first interaction with the company online long before they ever show up in person.

Here are the realities: every year, more individuals are investing more of their money online. Check this out from Business Insider (emphasis mine):.

The number of online shoppers has grown by almost 20 million from 2015 to 2016. And these 224 million buyers are investing more, as the total amount spent online grew from $61 billion in the very first quarter of 2015 to $68 billion in Q1 2016. These customers are negotiating more frequently, as the number of online transactions has actually risen by 115 million from 2015 to 2016.

Is it truly all that surprising? I’m not that surprised. You can purchase anything online at this moment, even a better half (they do not deliver through Prime, though, so it’s not worth it to await more than 2 days).

Understand that you require to know how to reach and offer to individuals online? Great.

Continue reading.

Go beyond the book. Benefit from almost 50 pages of notes that act as the perfect buddy to DotCom Secrets.

Why DotCom Secrets?

Provided the previously mentioned facts about customer behavior and the basic direction of marketing and commerce, understanding and mastering selling in the digital area has actually ended up being important.

Companies that want to make it through, grow, and thrive now and into the future needs to for that reason understand how to reach and offer to people online.

It’s that simple.

Just because the sale happens in digital space, or a minimum of partially in digital space, does not indicate you need to rethink everything you know about sales and selling. A number of the attempted and true sales concepts that have been utilized considering that services first existed are still being utilized effectively, 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 unique tools, techniques, and methods specific to the online landscape that build on essential sales principles.

This mix of the old and the brand-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 state work of art?) 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 methods and techniques in the book, nor does he claim to. You can find informative items that likewise describe much of the subjects he provides in DotCom Secrets.

None of these other items, however, present the details in such an easy-to-follow format as DotCom Secrets. Oftentimes they also don’t take such a holistic technique.

In DotCom Secrets, Brunson intertwines all the small details that comprise an effective online company, while also making sure the reader never forgets the big picture: exponential service development.

Not just does he break down how current businesses successfully market and offer their products online, he supplies a step-by-step plan for you to reproduce it within your own organisation. It has actually been my experience that this is the location where many comparable guides most importantly fall short. They focus on theory and fail on actionable information.

In other words, if you wish to learn how to sell online– be it physical items, digital items, coaching, or in-person services– you just HAVE to read this book.


Brunson starts with the structure of showing you how to find out who your customers 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 build your offers, and BAM– you’ll be swimming in money 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 buck, or utilizing some loophole to rank on Google or Amazon.

The strength of this book is that the material is evergreen, meaning 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 permanently, which means that the tools you use to perform the strategies in the book might change, but the methods will remain the very same. The remaining power that the Secret Formula has is a testimony to Brunson’s capability to boil the range of tools, techniques, and methods 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 discusses the production and deployment of various kinds of sales funnels online.

However exactly what are sales funnels?

Sales funnels are the sequence of interactions a customer has with a company online during the purchase process. It’s the literal pages they check out in the past, throughout, and after they buy something.

You might feel intimidated in the beginning, considering building sales funnels.

You can quash any concerns or worries you have relating to the technical aspects of building sales funnels, or any web pages online for that matter, as quickly as you get this book.

Brunson does not want you to get hung up on this when you’re working on your technique.

This is NOT where company owner and business owners need to be investing their time. Everything gone over in the book can be produced easily, without any prior technical or coding knowledge, using the drag-and-drop page home builder in ClickFunnels.

ClickFunnels was created 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 utilize ClickFunnels and we love it.

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

Whether or not you utilize a simplified option is up to you, however the concepts that drive the success of sales funnels apply throughout any number 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 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 ought to), then by making use of sales funnels, in addition to the ideas in DotCom Secrets, you’ll be able to control this whole procedure. It it likewise important to bear 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 techniques for developing sales funnels for any kind of services or product.

All of it starts with the Secret Formula (which isn’t that secret really). By making use of 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 organisation– without any upward limit for possible future development.

At the threat of seeming like a broken record, this book isn’t about a get rich quick plan. And I was skeptical initially that it might be yet another pump and dispose information item.

Not the case in the least.

The appeal 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, easing worries, and eliminating risk, DotCom Secrets information how you can not just increase the earnings capacity of a single client, however you can also build a long-lasting fan of your business.

In this way, sales funnels are really no different than the traditional selling process old school salespeople have actually been sharpening for years. Sales funnels merely adapt sales letters, sales calls, and knocking on doors to the digital area and enhance the purchasing experience for your customers and maximize your earnings.

So … 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., essentially all organisations), then the answer is a dedicated YES. Yes, this book is for you. If you read nothing else before you start offering online, read this book.

Russell Brunson’s insight isn’t confined to living in between the covers of DotCom Secrets either.

He also offers links to free digital resources that assist readers internalize and act on the concepts presented in the book. Loaded with highly consumable graphics, funnel plans, sales scripts, and evergreen strategies, this book has actually ended up being a (dog-eared) staple of the mini library of business books I continue a rack next to my desk.

Most importantly, you can get a free copy (just pay shipping) straight from Russell Brunson at the link below. He’s not going to be offering this book away for free forever, so make sure you claim your copy before they are all gone– or prior to he starts charging what this book is actually worth.

It deserves keeping in mind that Brunson isn’t distributing 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 essential passages.

You need to see my copy. Every page is bright yellow and there’s a pile of dead highlighters beside my desk. I’ve been called a highlighter addict before however, so that’s just me.

The Bottom Line.

The bottom line is that I enjoy DotCom Tricks. It is all details and no frills. The writing style is concise and structured and the accompanying graphics are extremely easy to understand and are “crafted for instant recall.”.

Those are Brunson’s words, not mine, however he hit the nail on the head.

I understand 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 actually been an important tool. Marketing and sales in digital areas can appear so frustrating. There are many moving pieces and variables that a book like DotCom Secrets that makes sense of the insanity in such an useful method actually stands out from the crowd.

It’s complete of real, actionable steps for structure and growing any company online. And these 224 million shoppers 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 present businesses effectively market and offer their products online, he offers a step-by-step blueprint for you to replicate it within your own company. Brunson begins with the foundation 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 read nothing else before you begin offering online, read this book.

Next Steps

Get Dotcom Secrets for FREE Here.

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