If you’ve been trying to find a book to check out that will take your marketing skills to the next level, then keep reading this.
I recently ended up reading DotCom Secrets by Russell Brunson. It was my 2nd time reading the book and I found out, even more, reading it the second time around.
It’s one of those books that you have to read several times to completely understand it. And even then, it’s still inadequate.
Brunson said in the intro of the book that his objective was to keep the book evergreen for years and years to come.
By evergreen, he wishes to keep the book appropriate. Even with marketing methods continuously changing, this book will remain exceptionally beneficial 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 sections.
Section One; Ladders and Funnels
In this section, Brunson talks about worth ladders and funnels.
The value ladder is what you’re selling to your customers. To utilize the example in the book, the value ladder for a dentist would look something like this:
- Teeth cleansing
Those 4 steps in this specific value ladder are examples of what a dentist can provide.
The consumer comes in for a regular tooth cleaning. And then after the lightening, he up-sells the retainer by saying that you could benefit from the use of a retainer.
Each step up the ladder, the cost increases and up.
Consider your service and see what you can consist of in your worth ladder.
In the other parts of this section, Russell tells 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 go into the funnel and transform as much of them as possible and have them return for more.
Before all of that, you first have to figure out who your dream clients are. Russell made it quite clear in the book that without this understanding, you will not be successful in running effective funnels.
I’m not going to try and spoil too much for you, but the tail end of section one is “the three kinds of traffic”.
The 3 kinds of traffic are 1. traffic you control 2. traffic you do not control 3. traffic you own.
Brunson enters into excellent detail on the three types of traffic so I suggest you have a look at the book for yourself (click on this link for the DotCom Secrets).
Section Two; Your Communication/ Follow-up Funnel
In this section, Brunson discusses the appealing character and what it indicates for your funnels (if you do not have an appealing character, then your funnels won’t succeed).
The attractive character is somebody customers can relate too (i.e someone who remained in a similar position as the consumer, or an influencer of sorts).
Brunson also discusses the appropriate emails you require to send to your customers after they have actually registered for your e-mail list. He even provides you scripts!
Prior to he liquidates the chapter, he offers you his “everyday Seinfeld series” for e-mails. Who does not like Seinfeld?? This chapter was pure gold, so once again, I suggest you get a copy of the book to learn more!
Area Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).
This area is everything about funnels. How to create them, how to manage them, how to use them in the best possible method so you can see the best results.
He discusses the different types of funnels and the appropriate method to utilize each of those, where to position them, and he speaks about the building blocks of a funnel which was really cool to see.
I was surprised by just just how much info he gave away in this section. He might’ve held back a bit, but he went full throttle in offering detail.
Area Four; Funnels and Scripts.
In this area, Brunson talks about the different types of deals you can do for your funnels.
Do you know what else he performs in this area? He gives more e-mail scripts!
The scripts he gives work for the different kinds 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 different types of funnels (i.e frontend funnel, middle and value 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 merely a site where you can pick and choose templates for a funnel and edit it to your taste.
DotCom Secrets is a comprehensive refresher course in internet marketing. It’s the culmination of Russell Brunson’s 10+ years of constructing his own multimillion-dollar businesses online and his experience helping countless other individuals build successful companies.
If you’ve invested any quantity of time on the planet of internet marketing, then you’ve probably become aware of Russell before. He’s authored a couple of books already and has built the fastest-growing non-venture-capital-backed SaaS business– ClickFunnels.
If you wish to succeed selling online, you ought to absolutely have a look at ClickFunnels. They make it easy to attempt before you purchase with a 14 day free trial.
Brunson is the genuine offer, therefore is DotCom Secrets. It’s complete of real, actionable actions for structure and growing any business online. No tricks, no fluff.
It is necessary to understand that even though I’m qualifying internet marketing as if it’s something different totally than plain old conventional marketing, it’s not. You might see online marketing and think “that’s for those internet expert guys who offer courses and things. I have a traditional service organisation, so that’s not for me” and totally ignore what I’m about to state.
That’s when I would yell “WRONG”!
Call it what you desire– digital marketing, internet marketing, e-marketing– it’s all MARKETING.
I state this since we’re getting to the point where we don’t even need to qualify shopping online as online shopping anymore, or shops online as e-commerce; it’s just shopping and commerce.
It’s merely the method customer behavior is heading. Even for companies that have a physical presence, many consumers will have their very first interaction with the business online long before they ever appear face to face.
Here are the realities: year after year, more individuals are spending more of their money online. Check this out from Business Insider (focus mine):.
The variety of online shoppers has grown by almost 20 million from 2015 to 2016. And these 224 million shoppers are investing more, as the total amount spent online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. These customers are transacting more frequently, as the number of online deals has increased by 115 million from 2015 to 2016.
However is it truly all that surprising? I’m not that surprised. You can purchase anything online at this moment, even a loved one (they do not deliver via Prime, though, so it’s not worth it to wait on more than 2 days).
Understand that you need to know how to reach and sell to people online? Great.
Go beyond the book. Benefit from nearly 50 pages of notes that act as the ideal buddy to DotCom Secrets.
Why DotCom Secrets?
Given the previously mentioned truths about consumer habits and the general instructions of marketing and commerce, understanding and mastering selling in the digital space has actually become vital.
Companies that wish to make it through, grow, and grow now and into the future needs to therefore comprehend how to reach and offer to individuals over the internet.
It’s that easy.
Just because the sale happens in digital area, or a minimum of partially in digital area, does not indicate you need to reconsider everything you learn about sales and selling. A lot of the tried and true sales concepts that have been used considering that services first existed are still being utilized effectively, but they are being combined and hybridized to optimal impact for the digital frontier.
From crossover sales to selling online one-for-one, there are a number of distinct tools, techniques, and strategies specific to the online landscape that build on essential sales ideas.
This blend of the old and the brand-new is at the foundation of what makes up internet marketing as we understand it today, and it is the focus of Russell Brunson’s (dare I say masterpiece?) DotCom Secrets.
If you wish to succeed online, you need to understand what these techniques are and how to utilize them.
Russell Brunson didn’t invent the majority of the strategies and strategies in the book, nor does he declare to. You can find informative products that similarly detail a number of the subjects he provides in DotCom Secrets.
None of these other items, however, present the information in such an easy-to-follow format as DotCom Secrets. In many cases they likewise do not take such a holistic approach.
In DotCom Secrets, Brunson links all the small details that comprise an effective online business, while likewise 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 offer their items online, he offers a detailed blueprint for you to reproduce it within your own business. It has actually been my experience that this is the location where many similar guides most importantly fail. They concentrate on theory and fail on actionable info.
Simply put, if you want to learn how to offer online– be it physical products, digital products, training, or in-person services– you just HAVE to read this book.
THE SECRET FORMULA.
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. He calls it the Secret Formula. When 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 easy.
Let me be clear: this book is not a guide to getting rich quick, making a fast dollar, or using some loophole to rank on Google or Amazon.
The strength of this book is that the content is evergreen, suggesting it’ll be just as real 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 individuals buy.
That hardwiring will be with us permanently, which means that the tools you use to execute the methods in the book might change, but the methods will stay the very same. The staying power that the Secret Formula has is a testament to Brunson’s capability to boil the range of tools, techniques, and strategies 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 talks about the development and release of various kinds of sales funnels online.
What precisely are sales funnels?
Sales funnels are the series of interactions a client has with a business online during the purchase process. It’s the actual pages they visit previously, during, and after they purchase something.
You might feel daunted in the beginning, thinking of building sales funnels.
You can quash any concerns or fears you have regarding the technical aspects of building sales funnels, or any web pages 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 technique.
This is NOT where entrepreneur and entrepreneurs need to be spending their time. Everything gone over in the book can be produced quickly, without any previous technical or coding knowledge, using the drag-and-drop page builder in ClickFunnels.
ClickFunnels was created by Russell Brunson so that entrepreneurs like you and I can focus on the things that drive our service 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 sturdy sales funnels, however if you think you belong in the advanced 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 simplified solution is up to you, but the concepts 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 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 definitely should), then by utilizing sales funnels, in addition to the ideas in DotCom Secrets, you’ll be able to manage this whole procedure. It it likewise important to keep in mind that sales funnels aren’t just for offering products.
In Secrets, Brunson keeps this versatility well within the book’s scope and constantly in focus. He sets out a number of techniques for developing sales funnels for any kind of product and services.
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 company into a 7- or 8-figure company– with no upward limit for possible future growth.
At the risk of sounding like a broken record, this book isn’t about a get rich quick scheme. And I was doubtful in the beginning that it might be yet another pump and dump info item.
Not the case in the least.
The charm of Brunson’s description is that he focuses on the mental components at play that are affecting the decision-making of a consumer. By doing things such as building trust, easing worries, and eliminating danger, DotCom Secrets details how you can not just increase the profits potential of a single customer, however you can likewise build a lifelong fan of your company.
In this way, sales funnels are actually no different than the traditional selling procedure traditional salesmen have been sharpening for decades. Sales funnels merely adjust sales letters, sales calls, and knocking on doors to the digital area and enhance the buying 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 finding clients/customers from the web (i.e., essentially all businesses), then the answer is an unwavering YES. Yes, this book is for you. If you check out absolutely nothing else before you start selling online, read this book.
Russell Brunson’s insight isn’t confined to living between the covers of DotCom Secrets either.
He also offers links to free digital resources that assist readers internalize and act upon the principles presented in the book. Loaded with highly consumable graphics, funnel blueprints, sales scripts, and evergreen techniques, this book has ended up being a (dog-eared) staple of the tiny library of service books I keep a rack beside my desk.
Best of all, you can get a free copy (simply pay shipping) straight from Russell Brunson at the link listed below. He’s not going to be providing this book away for free permanently, so make certain you declare your copy before they are all gone– or prior to he begins 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 incredible book. It’s a physical copy that you can touch and hold. You can write in the margins, photocopy the images, and highlight crucial passages.
You should see my copy. Every page is bright yellow and there’s a pile of dead highlighters next to my desk. I have actually been called a highlighter junkie prior to though, so that’s simply me.
The bottom line is that I love DotCom Secrets. 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 “crafted for instantaneous recall.”.
Those are Brunson’s words, not mine, but he hit the nail on the head.
I know it looks like I have been gushing about this title and yes, I may have a man crush on Russell Brunson, but for me this book has actually been a valuable tool. Marketing and sales in digital spaces can seem so overwhelming. There are a lot of moving pieces and variables that a book like DotCom Tricks that understands the madness in such a practical method truly stands apart 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 quantity invested 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 services effectively market and offer their items online, he provides a detailed blueprint for you to duplicate it within your own company. Brunson begins with the structure of revealing 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 read absolutely nothing else prior to you begin selling online, read this book.