DOTCOM SECRETS by Russell Brunson The Ultimate Review for 2019
What is DotCom Secrets? And why do you need this book if you want to sell anything online?
DotCom Secrets is NOT just another “how to” book on Internet Marketing.
It is NOT about getting more traffic to your website – yet these secrets will help you get exponentially MORE traffic than you’ve ever had before.
It is NOT about increasing your conversion rates – yet these secrets will increase your conversions MORE than any headline tweak or split test ever could.
Basically, DotCom Secrets teaches you advanced online marketing strategies for making the most out of each and every prospect that visits your page. So instead of selling ONE product to your visitors, you identify the ones who are BUYERS and then offer them immediate upsells or downsells. This maximizes the amount of income you can generate from each visitor.
And in turn, because you are offering a tailored experience for your visitors, you conversions will automatically increase.
DotCom Secrets is written by Russell Brunson, the founder of ClickFunnels and Etison LLC
Strategies taught in Russell Brunson’s book DotCom Secrets completely changed the way I conduct my online business and I’m well on my way to earning $10k and above, per month. But I intend to go well beyond that, and I’m confident this book will help me do that.
This book is split into five main sections:
Section 1: Ladders & Funnels
Section 2: Your Communication Funnel
Section 3: Funnelology Leading Your Customers to the Sale (Over and Over Again)
Section 4: Funnels & Scripts
Section 5: ClickFunnels
Ultimately – Dot Com Secrets will change your perspective, with regards to the psychology of selling online. And once you know how people buy and how you should sell to them, you will have the step by step training to transform your business.
When you consider that the book’s author built a tech startup from $0 to $100m in 3 years using no external capital, you will see how anyone, no matter how broke they are, can put these strategies into action.
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Section 1: Ladders & Funnels
Section 1 of the book covers 5 secrets. These are:
1: The Secret Formula
2: The Value Ladder
3: From a Ladder to A Funnel
4: How To Find Your Dream Customers
5: The Three Types of Traffic
In Section 1, the 5 secrets teach the specific four questions you need be able to answer to succeed in any niche. If there are any gaps, you will struggle if there are any unanswered questions. Russell says he can get by with just one unanswered question, but no more than one. And he continues to find out more about who he’s dealing with before going ahead. If he can’t get at least three out of the fours questions answered he moves on, and finds a different audience that will be easier to target.
Once he’s got the answers to these questions, he then builds a ladder of products that get more expensive as they offer greater results for his customers. This is the value ladder.
OK so that’s easy to put into place. Then you need to flip your value ladder and work out what funnels you need to put into each step of the ladder to achieve your desired result.
Secret 4 gives you a proven formula to find your dream customers again and again. This secret alone, is worth the low price of the book. It’s important to be able to get on with the people you work with. It’s no use building a business that becomes a millstone around your neck, because you dread some of the people you have to deal with. If that happens, you will struggle because your morale is always low.
Russell ends Section 1 by teaching the three different types of traffic you should send to your funnels.
This is important for later because you need to treat each type of visitor differently from Day 1. The colder the traffic, the longer the bridge you require, to explain why they need your product. You have to get this right, in order to optimize your funnels. And if you structure your funnels correctly, you will be laying the foundations for achieving a hyper-profitable online business that lets us service our dream clients every day, and continue to get amazing results for them.
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Section 2: Your Communication / Follow-up Funnel
In Section 2 Russell reveals the best ways you can connect with your audience and build a strong rapport with them. Once they trust you, and you can give them value and regularly close future sales.
Section 2 covers three more Secrets which are:
Secret 6: The Attractive Character
Secret 7: The Soap Opera Sequence
Secret 8: Daily Seinfeld Sequence
You will learn about the importance of building a list of subscribers, and staying in touch with them regularly from the day they sign up through an email opt-in form in your funnel, or a chat bot on social media.
Once they subscribe, you have identified the leads who are happy to receive your information. The first five days are the most crucial.
You now need to identify which of those leads are buyers. And you must do this as soon as possible, because psychologically, they are open to what you are saying. If they buy a low priced product from you, they are MUCH more likely to buy an upsell on the same day, than they would later on. A week or a month from now, they might be interested in someone else, and your moment has passed.
The Attractive Character
DotCom Secrets takes you through each step on how to position yourself to your subscribers, how to introduce yourself to them in the critical 5 days once they first opt in to your email marketing list. Russell tells you what you need to say to them every day to continue building rapport with your prospects, how to deliver huge value and make the sales process seamless.
You have to make yourself The Attractive Character. Who are you? What is your story? This is paramount to constructing your message to your leads, because it forms a key component of the sales process.
The Soap Opera Sequence
The Soap Opera Sequence is a 5 day email sequence that is proven to maximize your efforts. It takes your subscriber on a journey, and leaves them wanting more from you each day. So they keep them coming back to hear more of your story, your business and your products. You get them hooked, just like a soap opera. After all, they will be getting lots of official sounding emails and communication from everyone else. You want them to be looking forward to hearing from you.
Once you’ve taken your lead down the path you want to with your Soap Opera Sequence, you need to stay in the forefront of their mind. The Daily Seinfeld Sequence is a very simple daily strategy which continues to offer value, build rapport and brings your prospect back to your offers over and over again.
The Daily Seinfeld Sequence
And that leads us to Section 3: Funnelology…
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Section 3: Funnelology Leading Your Customers to the Sale (Over and Over Again)
Section 3 of the book takes funnel-building strategies up to the next level. There are over 23 steps on what it takes to create a successful funnel. It’s easy to see in this section how the book, as stated in the introduction, isn’t like any other marketing book. Each section takes you step by step through the proven processes, instead of giving you a ton of theories and anecdotes, and leaving you to figure the rest out on your own.
We are given five more Secrets in this section, which are:
Secret 9: Funnel Hacking
Secret 10: Seven Phases of a Funnel
Secret 11: The Twenty-Three Building Blocks of a Funnel
Secret 12: Frontend vs. Backend Funnels
Secret 13: The Best Bait
In Secret 10, there are 7 phases that you take your prospect through, and the book goes into detail on each of these phases. Then Secret 11 explains The Twenty-Three Building Blocks of a Funnel. Once you understand Secrets 10 and 11, you can watch your online business skyrocket.
It’s easy to see in this section how the book, as stated in the introduction, isn’t like any other marketing book. Each section takes you step by step through the proven processes, instead of giving you a ton of theories and anecdotes, and leaving you to figure the rest out on your own.
People with marketing degrees have no clue about this stuff. Save yourself years of studying, by learning from the man who has lived this whole process, and spent tens of thousands of dollars doing it the wrong way, before coming up with this fool-proof system.
Section 3 is your formal education in building funnels and how to do it the right way. No stone is left unturned.
If you study Russell Brunson’s teachings, you’ll soon learn that he is a big advocate of studying what other successful people have done and modelling their exact process. Why reinvent the wheel? Just go for the low hanging fruit.
Reverse engineering is almost an exact science, and by putting your offer in front of the same audience that your competitors are targeting, you can massively shortcut the process.
Once you have a foundational understanding of funnels, Russell goes on to discuss the difference between front end funnels and back end funnels, and the ways you can draw people in into your funnel ETHICALLY, so you can let it go to work.
And that’s what Section 4 is all about.
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Section 4: Funnels & Scripts
This section shows the best funnels to use at each stage of the Value Ladder.
The seven different types of funnel are:
Front End Funnels:
Funnel 1: Two-Step, Free-Plus-Shipping
Funnel 2: Self-Liquidating Offer
Funnel 3: Continuity
Middle of the Value Ladder Funnels
Funnel 4: The Perfect Webinar
Funnel 5: Invisible Funnel Webinar
Funnel 6: Product Launch
Backend Funnel
Funnel 7: High-Ticket, Three-Step Application
In Section 1 Russell talked about building the Value Ladder with different priced products, that offer different outcomes and different results for your customers. In Section 4 we see how the Value Ladder works – and where the front, middle and back end funnels slot into it.
Different product prices require different funnels in order to close the sale. When you set them all up using what has proven to work, you guide your dream customers up your value ladder, via different funnels. This enables you to deliver more and more value to them, and help them achieve whatever result they’re looking for.
Section 5: ClickFunnels
When Russell Brunson first started selling online, he spent tens of thousands of dollars just to build one funnel. It took him many years to build and test high converting sales funnels until he decided to build a simple, drag and drop software that made it easier for his company to churn out many sales funnels.
He started to see huge leaps in conversions (and this prompted him to write another book 108 Split Test Winners, where he and his associates reveal the tweaks they made to improve their conversions).
When he started selling ClickFunnels to online marketers, he of course used his own funnels, but he still had to tweak it many times before it worked. But once Russell and his team perfected the ClickFunnels Funnel, people loved it.
Big named marketing gurus loved that you can have your first funnel up and running in less than 30 minutes. And it wasn’t long before people started allowing the funnels they had built, to be available for other ClickFunnels members to use. So now, ClickFunnels users can buy ready-made, high-converting funnels that are simply Plug and Play. Some of these funnels are paid, and some are free.
There are now hundreds of templates of every type of funnel you can think of. 99% of the work is done for you. All you have to do is change a bit of text, plug in your images, get your emails sent out, and you’re done!
Click here for my more in-depth ClickFunnels Review
ClickFunnels and Dot Com Secrets go hand in hand. The book teaches you about the system, and how to get the most out of it, and the software gives you the means to build those systems (the funnels) and explode your online sales.
And ClickFunnels comes with a 14 day Free Trial to try it all out:
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Yes, Russell promotes his software ClickFunnels in the final section of the book. But what kind of a marketer would he be if he didn’t?!