If you’ve been trying to find 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 second time reading the book and I found out, a lot more, reading it the second time around.
It’s one of those books that you have to check out multiple times to completely grasp 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 several years and years to come.
By evergreen, he wants to keep the book pertinent. Even with marketing techniques constantly altering, this book will remain incredibly beneficial in marketing no matter the year (possibly not the year 2700, but you never ever know).
What’s in the book?
In the book, there are 5 various sections.
Section One; Ladders and Funnels
In this section, Brunson speaks about worth ladders and funnels.
The worth ladder is what you’re selling to your customers. So to utilize the example in the book, the worth ladder for a dental practitioner would look something like this:
- Teeth cleansing
Those 4 steps in this specific worth ladder are examples of what a dental professional can provide.
The consumer comes in for a regular tooth cleansing. Then the dentist says that your teeth could be bleached a little bit. So he then up-sells you on teeth bleaching. And after that after the whitening, he up-sells the retainer by saying that you could benefit from the use of a retainer. The dental expert states that you can benefit from cosmetic dentistry.
Each step up the ladder, the price increases and up.
Consider your service and see what you can consist of in your value 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 objective is to have them enter the funnel and convert as a number of them as possible and have them return for more.
However prior to all of that, you first have to determine who your dream clients are. Russell made it pretty clear in the book that without this knowledge, you will not succeed in running effective funnels.
I’m not going to try and spoil excessive for you, however the tail end of section one is “the 3 kinds of traffic”.
The three types of traffic are 1.
Brunson enters into great information on the 3 kinds 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 section, Brunson talks about the attractive character and what it implies for your funnels (if you don’t have an appealing character, then your funnels won’t achieve success).
The attractive character is someone consumers can relate too (i.e somebody who was in a comparable position as the customer, or an influencer of sorts).
Brunson likewise talks about the appropriate e-mails you require to send out to your consumers after they have registered for your e-mail list. He even provides you scripts!
Prior to he liquidates the chapter, he offers you his “daily Seinfeld series” for e-mails. Who doesn’t love Seinfeld?? This chapter was pure gold, so again, I suggest you get 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 manage them, how to use them in the best possible way so you can see the very best outcomes.
He talks about the different kinds of funnels and the appropriate way to utilize each of those, where to position them, and he speaks about the building blocks of a funnel which was actually cool to see.
I was shocked by just just how much details he handed out in this section. He might’ve held back a bit, however he went full throttle in supplying information.
Area Four; Funnels and Scripts.
In this area, Brunson goes over the various kinds of offers you can do for your funnels.
Do you understand what else he does in this section? He gives more e-mail scripts!
The scripts he gives work for the different types of funnels you run. ; there is a chapter in this section titled “The Perfect Webinar” and in that chapter, he gives you email scripts that work well for webinars that you are hosting.
And lastly, he goes into greater information about the different types of funnels (i.e frontend funnel, middle and value ladder funnel, and backend funnels).
Section Five; Clickfunnels.
In the last area, he shows you the power of Clickfunnels. For those of you who do not understand what Clickfunnels is, it is merely a site where you can pick design templates for a funnel and edit it to your preference.
Check out Dotcom Secrets for FREE Here.
DotCom Secrets is a comprehensive crash course in internet marketing. It’s the conclusion of Russell Brunson’s 10+ years of developing his own multimillion-dollar businesses online and his experience helping countless other individuals build effective companies.
If you’ve spent any amount of time on the planet of web 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 service– ClickFunnels.
If you wish to be successful selling online, you must certainly have a look at ClickFunnels. They make it simple to try before you purchase with a 14 day free trial.
Brunson is the real offer, and so is DotCom Secrets. It’s full of actual, actionable steps for building and growing any company online. No tricks, no fluff.
It’s important to understand that despite the fact that I’m qualifying online marketing as if it’s something various completely than plain old standard marketing, it’s not. You might see online marketing and believe “that’s for those internet master people who sell courses and stuff. I have a brick and mortar service company, so that’s not for me” and totally neglect what I will state.
That’s when I would shout “WRONG”!
Call it what you desire– digital marketing, web marketing, e-marketing– it’s all MARKETING.
I state this since we’re specifying where we do not even need to certify shopping online as online shopping any longer, or shops online as e-commerce; it’s just shopping and commerce.
It’s simply the way consumer 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 before they ever show up in person.
Here are the facts: every year, more individuals are investing more of their money online. Check this out from Business Insider (focus mine):.
The number of online shoppers has actually grown by nearly 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. Lastly, these customers are transacting more often, as the variety of online transactions has increased by 115 million from 2015 to 2016.
But is it actually all that unexpected? I’m not that shocked. You can purchase anything online at this moment, even a loved one (they don’t ship via Prime, though, so it’s not worth it to await more than two days).
Realize that you require to understand how to reach and offer to people online? Great.
Exceed the book. Make the most of almost 50 pages of notes that work as the best companion to DotCom Secrets.
Why DotCom Secrets?
Given the abovementioned realities about consumer behavior and the general direction of marketing and commerce, understanding and mastering selling in the digital area has actually ended up being vital.
Business that wish to survive, grow, and grow now and into the future should for that reason understand how to reach and sell to individuals online.
It’s that basic.
Even if the sale happens in digital area, or a minimum of partially in digital area, does not indicate you need to rethink whatever you know about sales and selling. Many of the attempted and true sales concepts that have been utilized considering that organisations first existed are still being used efficiently, however they are being integrated and hybridized to ideal impact for the digital frontier.
From crossover sales to offering online one-for-one, there are several special tools, methods, and strategies specific to the online landscape that build on basic sales ideas.
This mix of the old and the new is at the foundation of what constitutes online marketing as we understand it today, and it is the focus of Russell Brunson’s (attempt I state masterpiece?) DotCom Secrets.
If you want to be successful online, you need to know what these methods are and how to use them.
Russell Brunson didn’t invent most of the methods and techniques in the book, nor does he claim to. You can discover educational products that similarly lay out much 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 likewise do not take such a holistic approach.
In DotCom Secrets, Brunson intertwines all the small details that comprise a successful online company, while likewise ensuring the reader never loses sight of the big picture: rapid organisation growth.
Not just does he break down how current organisations effectively market and sell their products online, he supplies a detailed plan for you to reproduce it within your own organisation. It has been my experience that this is the area where numerous comparable guides crucially fail. They concentrate on theory and fail on actionable details.
In other words, if you wish to learn how to offer online– be it physical items, digital products, training, or in-person services– you just HAVE to read this book.
THE SECRET FORMULA.
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 cash 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 dollar, or utilizing some loophole to rank on Google or Amazon.
The strength of this book is that the material is evergreen, implying it’ll be just as true tomorrow as it will be 10 years from now. Even if we have flying cars and trucks 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 utilize to execute the strategies in the book might alter, however the strategies will remain the same. The staying power that the Secret Formula has is a testament to Brunson’s capability to boil the series of tools, strategies, and tactics 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 talks about the development and deployment of different kinds of sales funnels online.
What precisely are sales funnels?
Sales funnels are the sequence of interactions a customer has with a business online during the purchase procedure. It’s the actual pages they visit previously, during, and after they purchase something.
You might feel daunted initially, thinking of constructing sales funnels.
You can quash any issues 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 pick up 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 entrepreneurs need to be investing their time. Everything discussed in the book can be created quickly, with no previous technical or coding understanding, using the drag-and-drop page home builder in ClickFunnels.
ClickFunnels was developed by Russell Brunson so that entrepreneurs like you and I can focus on the important things that drive our business forward– not on the technical elements. My team and I utilize ClickFunnels and we like it.
DotCom Secrets teaches and preaches the efficiency of a well-built sales funnels, however if you believe you belong in the innovative positioning class you can skip right to the totally free 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS business, here.
Whether or not you use a streamlined solution 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, even more power to you.
Sales funnels work and they work 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 website and platform for offering things online (as you absolutely need to), then by making use of sales funnels, along with the ideas in DotCom Secrets, you’ll be able to manage this entire process. It it also essential to bear in mind that sales funnels aren’t just for selling products.
In Secrets, Brunson keeps this adaptability well within the book’s scope and always in focus. He lays out numerous methods for building sales funnels for any kind of services or product.
Everything starts with the Secret Formula (which isn’t that secret actually). By utilizing 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 business– without any upward boundary for potential future growth.
At the risk of sounding like a broken record, this book isn’t about a get rich quick scheme. And I was skeptical initially that it might be yet another pump and dispose information item.
Not the case in the least.
The beauty of Brunson’s explanation is that he concentrates on the mental aspects at play that are impacting the decision-making of a client. By doing things such as developing trust, allaying worries, and eliminating danger, DotCom Tricks details how you can not only increase the income potential of a single client, but you can likewise construct a lifelong fan of your business.
In this way, sales funnels are actually no various than the traditional selling process old-fashioned salesmen have actually been developing for decades. Sales funnels merely adjust sales letters, sales calls, and knocking on doors to the digital space and optimize the purchasing experience for your customers and optimize your profits.
So … Should I Read It?
If you have actually been interested enough to read this far, then this book is for you.
If you presently are or will in the future be selling things and discovering clients/customers from the internet (i.e., virtually all organisations), then the answer is an unfaltering YES. Yes, this book is for you. If you read 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 also supplies links to complimentary digital resources that help readers internalize and act on the concepts provided in the book. Packed with highly consumable graphics, funnel blueprints, sales scripts, and evergreen strategies, this book has become a (dog-eared) staple of the mini library of service books I keep a rack beside my desk.
Most importantly, you can get a complimentary copy (simply pay shipping) directly from Russell Brunson at the link below. He’s not going to be giving this book away for free forever, so make certain you claim your copy before they are all gone– or before he begins charging what this book is actually worth.
It’s worth noting that Brunson isn’t distributing 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 must see my copy. Every page is intense yellow and there’s a stack of dead highlighters beside my desk. I have actually been called a highlighter junkie before however, so that’s just me.
The bottom line is that I love DotCom Tricks. It is all info and no frills. The composing style is succinct and structured and the accompanying graphics are super easy to understand and are “engineered for immediate recall.”.
Those are Brunson’s words, not mine, however he hit the nail on the head.
I understand it seems like I have been gushing about this title and yes, I may have a guy crush on Russell Brunson, but for me this book has actually been an important tool. Marketing and sales in digital areas can seem so frustrating. There are so many moving pieces and variables that a book like DotCom Secrets that understands the madness in such an useful method really stands apart from the crowd.
It’s complete of actual, actionable actions for structure and growing any business online. And these 224 million buyers are investing more, as the overall amount spent online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. Not only does he break down how current services effectively market and sell their items online, he offers a detailed blueprint for you to replicate it within your own service. Brunson starts with the foundation of showing you how to figure out who your customers are, where they are online, how to discover them, and how to get their attention. If you read nothing else before you start selling online, read this book.