Dotcom Secrets Underground Playbook Pdf – Book Review

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 just recently completed reading DotCom Secrets by Russell Brunson. It was my second time reading the book and I learned, a lot more, reading it the second time around.

It’s one of those books that you have to read numerous times to fully understand 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 approaches constantly changing, 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 various areas.

Area One; Ladders and Funnels

In this area, Brunson discusses value ladders and funnels.

The value ladder is what you’re selling to your customers. To use the example in the book, the worth ladder for a dental expert would look something like this:

  • Teeth cleaning
  • Whitening
  • Retainer
  • Cosmetic

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

The consumer comes in for a regular tooth cleaning. The dental expert states that your teeth might be whitened a little bit. He then up-sells you on teeth whitening. And after that after the bleaching, he up-sells the retainer by stating that you might benefit from making use of a retainer. And finally, the dental professional states that you can benefit from cosmetic dentistry.

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

Think of your company and see what you can include in your worth ladder.


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

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

However before all of that, you first need to find out who your dream clients are. Russell made it pretty clear in the book that without this knowledge, you will not succeed in running successful funnels.

I’m not going to try and spoil too much for you, however the last part of section one is “the 3 types of traffic”.

The 3 types of traffic are 1.
Brunson enters into great information on the 3 types of traffic so I recommend you take a look at the book on your own (click on this link for the DotCom Secrets).

Section Two; Your Communication/ Follow-up Funnel

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

The attractive character is somebody consumers can relate too (i.e someone who remained in a similar position as the consumer, or an influencer of sorts).

Brunson also goes over the correct e-mails you need to send out to your customers after they have actually registered for your email list. He even provides 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 once again, I recommend you get a copy of the book to learn more!

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

This area is everything about funnels. How to produce them, how to manage them, how to utilize them in the best possible way so you can see the very best results.

He discusses the various kinds of funnels and the correct way to use each of those, where to place them, and he discusses the building blocks of a funnel which was truly cool to see.

I was shocked by simply just how much details he distributed in this section. He could’ve kept back a bit, but he went full throttle in offering detail.

Section Four; Funnels and Scripts.

In this section, Brunson discusses the various types of deals you can do for your funnels.
Do you understand what else he carries out in this area? He provides more email scripts!

The scripts he gives work for the different kinds of funnels you run. ; there is a chapter in this area titled “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).

Area Five; Clickfunnels.

In the last area, he reveals you the power of Clickfunnels. For those of you who do not know what Clickfunnels is, it is just a website where you can decide on templates for a funnel and edit it to your liking.

Get Dotcom Secrets for FREE Here.

DotCom Secrets is a detailed refresher course in online marketing. It’s the conclusion of Russell Brunson’s 10+ years of constructing his own multimillion-dollar businesses online and his experience assisting countless other individuals construct successful companies.

If you’ve spent any amount of time in the world of online marketing, then you’ve probably become aware of Russell before. He’s authored a few books already and has built the fastest-growing non-venture-capital-backed SaaS business– ClickFunnels.

If you want to achieve success selling online, you need to absolutely have a look at ClickFunnels. They make it simple to attempt before you purchase with a 14 day free trial.

Brunson is the genuine offer, and so is DotCom Secrets. It’s full of actual, actionable steps for structure and growing any company online. No tricks, no fluff.

It is very important to comprehend that even though I’m certifying online marketing as if it’s something various totally than plain old conventional marketing, it’s not. You may see internet marketing and think “that’s for those internet guru guys who sell courses and stuff. I have a brick and mortar service company, so that’s not for me” and entirely neglect 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 because we’re specifying where we don’t even require to certify shopping online as online shopping any longer, or stores online as e-commerce; it’s just shopping and commerce.

It’s simply the method customer behavior is heading. Even for companies that have a physical presence, a lot of consumers will have their first interaction with the company online long prior to they ever appear face to face.

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

The variety of online consumers has actually grown by nearly 20 million from 2015 to 2016. And these 224 million consumers 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. Finally, these clients are transacting more frequently, as the variety of online deals has increased by 115 million from 2015 to 2016.

Is it really all that unexpected? I’m not that surprised. You can purchase anything online at this point, even a significant other (they do not ship by means of Prime, though, so it’s not worth it to await more than two days).

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

Read on.

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

Why DotCom Secrets?

Given the aforementioned truths about customer habits and the basic instructions of marketing and commerce, understanding and mastering selling in the digital space has become essential.

Companies that want to endure, grow, and thrive now and into the future should for that reason understand how to reach and sell to individuals over the internet.

It’s that easy.

Just because the sale occurs in digital space, or a minimum of partly in digital space, does not indicate you require to reassess whatever you learn about sales and selling. Much of the tried and true sales principles that have actually been used because organisations first existed are still being utilized successfully, however they are being combined and hybridized to ideal result for the digital frontier.

From crossover sales to offering online one-for-one, there are a number of special tools, techniques, and techniques 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 web marketing as we understand it today, and it is the focus of Russell Brunson’s (dare I state masterpiece?) DotCom Secrets.

If you wish to be successful online, you need to understand what these techniques are and how to utilize them.

Russell Brunson didn’t develop most of the methods and strategies in the book, nor does he declare to. You can find informational items that likewise detail much of the subjects he presents in DotCom Secrets.

None of these other products, however, present the information in such an easy-to-follow format as DotCom Secrets. Oftentimes they likewise do not take such a holistic technique.

In DotCom Secrets, Brunson links all the small details that comprise an effective online company, while also making certain the reader never forgets the big picture: rapid organisation development.

Not just does he break down how existing organisations effectively market and offer their items online, he supplies a detailed plan for you to reproduce it within your own service. It has been my experience that this is the area where numerous comparable guides most importantly fail. They concentrate on theory and fail on actionable details.

In short, if you wish to find out how to sell online– be it physical items, digital items, training, or in-person services– you simply HAVE to read this book.


Brunson starts with the foundation of revealing you how to figure out who your clients are, where they are online, how to find 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 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 content is evergreen, indicating it’ll be just as true tomorrow as it will be 10 years from now. Even if we have flying vehicles and jetpacks, there is no changing the psychology of why people buy.

That hardwiring will be with us permanently, which suggests that the tools you use to execute the techniques in the book might alter, but the methods will remain the exact same. The staying power that the Secret Formula has is a testament to Brunson’s capability to boil the range of tools, methods, and methods 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 development and deployment of various kinds of sales funnels online.

However exactly what are sales funnels?

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

You may feel daunted in the beginning, considering developing sales funnels.

You can quash any concerns or worries you have concerning the technical elements of structure sales funnels, or any websites online for that matter, as quickly as you pick up this book.

Brunson does not desire 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 understanding, using the drag-and-drop page contractor in ClickFunnels.

ClickFunnels was developed by Russell Brunson so that entrepreneurs like you and I can concentrate on the important things that drive our organisation forward– not on the technical elements. My team and I use ClickFunnels and we enjoy it.

DotCom Secrets teaches and preaches the efficiency of a durable sales funnels, however if you think you belong in the advanced placement class you can skip right to the complimentary 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS business, here.

Whether you use a simplified option depends on you, but the principles that drive the success of sales funnels hold true across any number of platforms. If you have the coding chops, even more power to you.

Sales funnels work and they operate in a big way. 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 must), then by making use of sales funnels, along with the ideas in DotCom Secrets, you’ll have the ability to control this whole procedure. It it likewise essential to keep in mind 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 sets out several methods for developing sales funnels for any kind of product or service.

Everything starts with the Secret Formula (which isn’t that secret truly). By utilizing pre-frames, upsells, downsells, and more, Brunson describes how sales funnels can turn a 5- or 6-figure organisation into a 7- or 8-figure company– with no upward boundary for prospective future growth.

At the threat of sounding like a broken record, this book isn’t about a get rich fast scheme. And I was hesitant at first that it might be yet another pump and discard information item.

Not the case in the least.

The charm of Brunson’s description is that he focuses on the psychological aspects at play that are impacting the decision-making of a client. By doing things such as developing trust, allaying fears, and removing threat, DotCom Secrets details how you can not only increase the income potential of a single customer, but you can likewise develop a lifelong fan of your business.

In this way, sales funnels are truly no various than the standard selling process old school salesmen have been sharpening for years. Sales funnels merely adapt sales letters, sales calls, and knocking on doors to the digital area and enhance 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 currently are or will in the future be offering things and discovering clients/customers from the internet (i.e., virtually all services), then the response is an unfaltering YES. Yes, this book is for you. If you read absolutely nothing else prior to you start selling online, read this book.

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

He also supplies links to totally free digital resources that help readers internalize and act upon the concepts provided in the book. Jam-packed with highly consumable graphics, funnel plans, sales scripts, and evergreen methods, this book has actually become a (dog-eared) staple of the tiny library of organisation books I continue a rack next to my desk.

Best of all, you can get a complimentary copy (simply pay shipping) directly from Russell Brunson at the link listed below. He’s not going to be providing this book away for free forever, so make certain you declare your copy prior to they are all gone– or before he begins charging what this book is actually worth.

It’s worth noting that Brunson isn’t handing out a PDF or a digital copy of his remarkable book. It’s a physical copy that you can touch and hold. You can write in the margins, copy the images, and highlight crucial passages.

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

Final Thoughts

The bottom line is that I love DotCom Secrets. It is all info and no frills. The composing style is concise and structured and the accompanying graphics are very easy to understand and are “engineered for instantaneous recall.”.

Those are Brunson’s words, not mine, however he struck 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 actually been a valuable tool. Marketing and sales in digital areas can seem so frustrating. There are numerous moving pieces and variables that a book like DotCom Secrets that makes sense of the insanity in such a helpful way actually stands apart from the crowd.

It’s complete of real, actionable actions for structure and growing any company online. And these 224 million consumers are spending more, as the total amount 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 companies successfully market and sell their items online, he provides a detailed plan for you to duplicate it within your own business. Brunson begins with the foundation 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 before you start selling online, read this book.

Next Steps

Check out Dotcom Secrets for FREE Here.

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