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 recently finished reading DotCom Secrets by Russell Brunson. It was my second time checking out the book and I found out, much more, reading it the 2nd time around.
It’s one of those books that you have to check out multiple times to totally understand it. And even then, it’s still insufficient.
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 wishes to keep the book appropriate. Even with marketing techniques constantly altering, this book will stay exceptionally helpful in marketing no matter the year (possibly not the year 2700, but you never ever understand).
What is in the book?
In the book, there are 5 different areas.
Section One; Ladders and Funnels
In this area, Brunson speaks about worth ladders and funnels.
The value ladder is what you’re selling to your customers. To utilize the example in the book, the worth ladder for a dental professional would look something like this:
- Teeth cleansing
Those 4 steps in this particular value ladder are examples of what a dental professional can provide.
The consumer comes in for a routine tooth cleaning. And then after the whitening, he up-sells the retainer by stating that you might benefit from the usage of a retainer.
Each step up the ladder, the price increases and up.
Consider your service and see what you can consist of in your worth ladder.
In the other parts of this area, Russell tells you how to best set about starting your sales funnel( s).
A funnel moves people through the sales procedure. The objective is to have them enter the funnel and convert as many of them as possible and have them return for more.
But before all of that, you initially need to determine who your dream consumers are. Russell made it quite clear in the book that without this understanding, you will not prosper in running successful funnels.
I’m not going to attempt and ruin excessive for you, but the tail end of area one is “the 3 types of traffic”.
The 3 types of traffic are 1.
Brunson enters into great detail on the 3 kinds of traffic so I recommend you take a look at the book for yourself (click here for the DotCom Secrets).
Area Two; Your Communication/ Follow-up Funnel
In this section, Brunson goes over the appealing character and what it implies for your funnels (if you do not have an appealing character, then your funnels will not achieve success).
The appealing character is someone customers can relate too (i.e somebody who was in a comparable position as the customer, or an influencer of sorts).
Brunson also talks about the appropriate emails you need to send out to your customers after they have registered for your e-mail list. He even offers you scripts!
Before he closes out the chapter, he offers you his “day-to-day Seinfeld series” for emails. Who doesn’t like Seinfeld?? This chapter was pure gold, so again, I suggest you pick up a copy of the book to find out more!
Area Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).
This area is everything about funnels. How to produce them, how to handle them, how to use them in the very best possible method so you can see the best outcomes.
He discusses the different kinds of funnels and the appropriate method to use each of those, where to position them, and he talks about the foundation of a funnel which was actually cool to see.
I was shocked by just how much information he gave away in this area. He might’ve kept back a little bit, however he went full throttle in offering information.
Area Four; Funnels and Scripts.
In this area, Brunson discusses the different types 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 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 information about the different types of funnels (i.e frontend funnel, middle and value ladder funnel, and backend funnels).
Area Five; Clickfunnels.
In the last area, he shows 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 liking.
DotCom Secrets is a detailed crash 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 helping countless other people build effective companies.
If you’ve invested any amount of time on the planet of internet marketing, then you’ve probably heard of Russell prior to. He’s authored a couple of books already and has developed the fastest-growing non-venture-capital-backed SaaS business– ClickFunnels.
If you want to succeed selling online, you ought to definitely have a look at ClickFunnels. They make it simple to attempt before you buy with a 14 day complimentary trial.
Brunson is the genuine deal, and so is DotCom Secrets. It’s full of real, actionable actions for structure and growing any company online. No tricks, no fluff.
It is essential to understand that even though I’m qualifying web marketing as if it’s something various totally than plain old standard marketing, it’s not. You may see web marketing and think “that’s for those internet guru people who offer courses and things. I have a traditional service company, so that’s not for me” and completely overlook what I will state.
That’s when I would shout “WRONG”!
Call it what you want– 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 certify shopping online as online shopping any longer, or stores online as e-commerce; it’s just shopping and commerce.
It’s just the way customer behavior is heading. Even for businesses that have a physical existence, most customers will have their first interaction with the business online long prior to they ever appear face to face.
Here are the realities: 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 first quarter of 2015 to $68 billion in Q1 2016. Finally, these consumers are negotiating more often, as the variety of online transactions has risen by 115 million from 2015 to 2016.
But is it really all that surprising? I’m not that surprised. You can purchase anything online at this moment, even a better half (they don’t ship by means of Prime, though, so it’s not worth it to await more than 2 days).
Understand that you require to understand how to reach and offer to individuals online? Good.
Go beyond the book. Take advantage of almost 50 pages of notes that function as the best companion to DotCom Secrets.
Why DotCom Secrets?
Offered the previously mentioned truths about consumer behavior and the general direction of marketing and commerce, understanding and mastering selling in the digital space has actually become necessary.
Business that want to endure, grow, and thrive now and into the future should for that reason understand how to reach and sell to people online.
It’s that easy.
Just because the sale takes place in digital area, or at least partially in digital area, doesn’t indicate you require to rethink whatever you learn about sales and selling. A lot of the tried and real sales concepts that have been utilized considering that companies initially existed are still being used successfully, but they are being combined and hybridized to ideal effect for the digital frontier.
From crossover sales to offering online one-for-one, there are numerous distinct tools, methods, and strategies specific to the online landscape that build on essential sales ideas.
This mix of the old and the new is at the foundation of what makes up online marketing as we understand it today, and it is the focus of Russell Brunson’s (attempt I state masterpiece?) DotCom Secrets.
If you wish to succeed online, you need to understand what these strategies are and how to use them.
Russell Brunson didn’t develop most of the techniques and methods in the book, nor does he declare to. You can find informative items that likewise lay out much of the subjects he presents in DotCom Secrets.
None of these other products, nevertheless, present the info 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 a successful online company, while also making sure the reader never loses sight of the big picture: exponential business growth.
Not just does he break down how present services successfully market and offer their products online, he supplies a detailed blueprint for you to replicate it within your own organisation. It has been my experience that this is the area where numerous similar guides most importantly fail. They concentrate on theory and fail on actionable details.
Simply put, if you want to discover how to offer online– be it physical items, digital products, training, or in-person services– you simply HAVE to read this book.
THE SECRET FORMULA.
Brunson starts 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. He calls it the Secret Formula. When you’ve got their attention you can construct your deals, and BAM– you’ll be swimming in cash within 12 hours …
Okay, so it’s not that basic.
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, indicating it’ll be just as true tomorrow as it will be 10 years from now. Even if we have flying automobiles and jetpacks, there is no changing the psychology of why people buy.
That hardwiring will be with us forever, which indicates that the tools you utilize to execute the techniques in the book might alter, but the strategies will stay the same. The remaining power that the Secret Formula has is a testament to Brunson’s ability to boil the series of tools, methods, and methods 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 types of sales funnels online.
However what exactly are sales funnels?
Sales funnels are the series of interactions a client has with a company online throughout the purchase procedure. It’s the literal pages they check out before, during, and after they buy something.
You might feel intimidated initially, thinking about developing sales funnels.
You can quash any issues or fears you have concerning the technical elements of building sales funnels, or any web pages online for that matter, as soon as you pick up this book.
Brunson does not desire you to get hung up on this when you’re dealing with your technique.
This is NOT where entrepreneur and business owners need to be spending their time. Everything discussed in the book can be developed quickly, without any previous technical or coding knowledge, utilizing the drag-and-drop page home builder in ClickFunnels.
ClickFunnels was created by Russell Brunson so that entrepreneurs like you and I can focus on the important things that drive our service forward– not on the technical aspects. My group and I utilize ClickFunnels and we love it.
DotCom Secrets teaches and preaches the efficiency of a sturdy sales funnels, but if you think you belong in the innovative placement class you can skip ideal to the complimentary 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS company, here.
Whether you utilize a simplified option is up to you, but the ideas that drive the success of sales funnels are true across any number 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 use ready-made-software or if you do the work yourself.
When you have your own website and platform for selling things online (as you absolutely need to), then by using sales funnels, as well as the concepts in DotCom Secrets, you’ll be able to control this entire procedure. It it likewise important to bear in mind that sales funnels aren’t just for selling items.
In Secrets, Brunson keeps this versatility well within the book’s scope and constantly in focus. He sets out numerous techniques for developing sales funnels for any type of services or product.
Everything starts with the Secret Formula (which isn’t that secret actually). 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 limit for possible future development.
At the risk of sounding like a broken record, this book isn’t about a get rich quick scheme. And I was hesitant in the beginning that it might be yet another pump and dump information product.
Not the case in the least.
The beauty of Brunson’s description is that he focuses on the mental aspects at play that are impacting the decision-making of a client. By doing things such as building trust, allaying worries, and removing danger, DotCom Secrets details how you can not just increase the earnings potential of a single customer, however you can also build a long-lasting fan of your business.
In this way, sales funnels are actually no various than the conventional selling procedure traditional salespeople have been honing for years. Sales funnels just adapt sales letters, sales calls, and knocking on doors to the digital space and optimize the purchasing experience for your clients and maximize your earnings.
… Should I Read It?
If you’ve been interested enough to read this far, then this book is for you.
If you presently are or will in the future be offering things and discovering clients/customers from the web (i.e., essentially all companies), then the response is an unwavering YES. Yes, this book is for you. If you check out absolutely nothing else prior to you start selling online, read this book.
Russell Brunson’s insight isn’t confined to living in between the covers of DotCom Tricks either.
He likewise provides links to totally free digital resources that help readers internalize and act upon the ideas provided in the book. Packed with highly consumable graphics, funnel plans, sales scripts, and evergreen methods, this book has ended up being a (dog-eared) staple of the small library of company books I keep on a rack next to my desk.
Most importantly, you can get a free copy (simply pay shipping) directly from Russell Brunson at the link below. He’s not going to be providing this book away totally free permanently, so make certain you claim your copy before they are all gone– or before he starts charging what this book is truly worth.
It’s worth keeping in mind that Brunson isn’t giving away 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, photocopy the images, and highlight crucial passages.
You must see my copy. Every page is brilliant yellow and there’s a stack of dead highlighters beside my desk. I have actually been called a highlighter addict prior to however, so that’s simply me.
The Bottom Line.
The bottom line is that I love DotCom Tricks. It is all information and no frills. The composing style is succinct and structured and the accompanying graphics are super easy to understand and are “crafted for immediate recall.”.
Those are Brunson’s words, not mine, however he struck the nail on the head.
I know it seems like I have been gushing about this title and yes, I might have a man crush on Russell Brunson, but for me this book has actually been a valuable tool. Marketing and sales in digital areas can appear so frustrating. There are a lot of moving pieces and variables that a book like DotCom Secrets that understands the insanity in such a helpful method actually stands apart from the crowd.
It’s full of real, actionable steps for structure and growing any company online. And these 224 million shoppers 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 businesses successfully market and offer their products online, he offers a detailed blueprint for you to replicate it within your own company. Brunson begins with the foundation of showing you how to figure out who your consumers are, where they are online, how to discover them, and how to get their attention. If you read absolutely nothing else prior to you start offering online, read this book.