DotCom Secrets is a business book authored by the successful online entrepreneur and co-creator of ClickFunnels, Russell Brunson.
Here is what I’m going to be covering in my DotCom Secrets review. What is DotCom Secrets? Who is should read the book? and what’s inside the book?
In Tony Robbins’ words, DotCom Secrets is “A simple process that any company can use to geometrically improve their traffic, conversion, and sales outline.”
Rightfully so, Russell keeps it simple and evergreen. Though published in 2015, the strategies taught in the book are relevant even today.
What is DotCom Secrets Book About?
Dan Kennedy has began the foreword by summarizing the book in eleven words – What the Online Marketing wizard fraternity doesn’t want you to know.
If you are currently struggling with getting traffic to your website or converting that traffic when it shows up, you may think you’ve got a traffic or conversion problem. In Russell Brunson’s experience, after working with thousands of businesses, he has found that’s rarely the case.
Low traffic and weak conversion numbers are just symptoms of a much greater problem, a problem that’s a little harder to see (that’s the bad news), but a lot easier to fix (that’s the good news). DotCom Secrets will give you the marketing funnels and the sales scripts you need to be able to turn on a flood of new leads into your business. In essence, DotCom Secrets reveals the strategies that online marketing gurus use to create successful businesses.
It teaches powerful, actionable strategies that you can use to generate more leads, increase your sales and ultimately grow your business.
What sets DotCom Secrets apart from other marketing books is that Russell teaches proven strategies that he has used to build his highly-successful online businesses.
The concepts he shares in the book are not just theories, but wisdom he has gathered over a long period, implemented in his businesses, and realized impressive results.
According to Russell’s mentor, Dan Kennedy, the business that spends more money to gain customers wins. In view of this marketing truth, Russell teaches you how to keep acquiring long-term high-value clients by investing in effective traffic source(s).
He leaves no stone unturned to make sure you’re acquainted with the strategies you need to acquire new leads, turn them into loyal customers, and succeed online
If you’re looking for a simple guide on how to make money online, then you’ll find these secrets quite helpful.
Who Should Read DotCom Secrets?
DotCom Secrets is a must read book for any entrepreneur seeking to improve their marketing strategies, grow their business, and increase profits. It’s also a great resource for the marketing industry’s thought leaders. Russell offers timeless insights that online marketers and industry influencers will find inspiring.
If you’re starting a new business or you have an existing business, then DotCom Secrets is the manual you need to increase conversion and turn your business into a success story.
Generally, the main audience of DotCom Secrets is the online marketer. This may be a business owner, industry influencer, etc.
Inside DotCom Secrets Book
DotCom Secrets is split into five sections, which highlight actionable marketing strategies and effective methods of implementing them.
Section 1: Ladders and Funnels
Russell begins by explaining the concept of the value ladder. The understanding behind the ladder is that it’s easier to get a new customer to buy a low-priced product as opposed to buying the most expensive product in your business.
On the value ladder, you first introduce an enticingly cheap product as a bait. Then you upsell the client once they interact with your product and experience the value you provide.
This section also teaches you how to build a working sales funnel and generate more leads (customers). In simple terms, a sales funnel is a visual representation of your prospects’ journey towards the purchase of your product or service.
Russell advises that for this to be possible, you need to define your customer.
Here is where you get to find out how to define your target market, find out where they congregate at the moment and how to divert their attention to you and to your sales funnel. You will see the techniques you can use to get a customer to leave the congregation and check out your page. There are strategies involved in doing this which every online entrepreneur must learn.
To help you achieve this, he suggests you answer the following questions;
- Who are your target clients?
- Where can you find them online?
- What benefit are you offering them?
Generating traffic to a landing page or website is a constant struggle for most people. It’s arguably the most daunting aspect of running a successful online business. Do you really understand how traffic works in the online marketing space? If you aren’t confident in your traffic generation expertise, Russell has the answers. He shows you the best type of traffic that you should pay attention to and how it can transform your business.
The type of traffic includes:
- The traffic you control
- The traffic you can’t control
- The traffic you own
Section 2: Your Communication Funnel
This section details how you ought to communicate with your customers.
Russell Brunson went in deeper to define the three components to creating an Attractive Character. He talks about the importance of building a confident and attractive character while employing three important components.
- Elements- backstory, character flaws, parables, polarity
- Identity- the leader, the reluctant hero, the reporter/evangelist, the adventurer/crusader
- Storylines- loss and redemption, before and after, us vs them, amazing discovery, secret telling, 3rd person testimonial
Then he explains how to create a rapport between the attractive character and your target customer. He recommends using the third type of traffic mentioned in section one above, which is the traffic you own (email).
Here he highlights effective email marketing strategies, which he refers to as soap opera sequence and daily Seinfeld sequence.
The soap opera sequence is a strategy that focuses on connecting and bonding with the customer. You achieve this by sending a series of open-ended emails with an entertaining story-line. The goal is to keep your audience interested and looking forward to your next email.
Russell shares five soap opera sequence email templates that have helped him to become the sensational online marketer he is today.
The goal of other the email marketing strategy, the daily Seinfeld sequence, is to engage your customers and keep them from slipping away. These emails should be entertaining in a way that makes them irresistible to your customers.
Again, Russell does provide templates of daily Seinfeld sequence emails to help you put this strategy to action.
Section 3: Funnelology
Under this section, Russell illustrates proven funnel building strategies.
The section outlines the fundamentals of funnels and teaches the concept of reverse engineering.
Russell advice is that you don’t need to reinvent the wheel. Instead, you should leverage on systems that are already working for your competitors and reverse them to work for you – what he calls reverse engineering.
Further, he outlines seven phases of a funnel. The idea here is to help you understand these phases and monetize them appropriately.
To paraphrase his words, he says, “The real difference between having a six, seven, or even eight-figure business is whether you understand the phases of a funnel and can successfully monetize the points along the line.”
The seven phases he talks about are;
- Traffic temperature
- Your pre-frame bridge
- Qualify subscribers
- Qualify buyers
- Identify hyperactive buyers
- Age and ascend the relationship
- Change the selling environment
Russell also discusses what he calls ‘23 Building Blocks’ of sales funnels. These are;
- Pre-frame bridge – quizzes, articles, news, blogs, videos, emails, presell pages
- Qualify subscribers – squeeze page, pop-ups, squeeze pop, free + shipping 2 step, webinar registration, free account, exit pop
- Qualify buyers – free + shipping, tripwire, straight sale, self liquidating offer, trial
- Identify hyperactive buyers – one-time offers, down-sales, affiliate recommendation
Section 4: Funnels and Scripts
In this section, Russell shares his best sales funnels and details what they are all about. He also explains how he structures his One Time Offer (OTO).
Russell categorizes the seven funnels into frontend, middle and backend. They are as follows;
- Two-step – Free plus shipping
Some of the examples of this are the Dotcom secrets, Expert secrets etc Book Funnel. The Two-Step funnel is very simple in nature and works well for Free Plus Shipping offers.it comprises of the first page which has a video with the Who, What, Why and How script which pre-frames the visitor then the page asks them where the product should be shipped.
Then the second page (step-two) asks for their credit card information for the shipping and handling charge. After the visitor might have filled out the second page – there comes your One-time-offer. You will also get all the understanding behind this insane concept and also the scripts you will use to make this whole 2-step free shipping funnel work.
SLOs are offers that you set up for the sole purpose of helping you break even and cover the money you spent to acquire that lead. In this part, Russell Brunson breaks down the mechanics involved in this type of funnel. And he even introduced a script called the Star, Story, Solution script which helps to introduce a cold lead to your products.
This is another type of front end funnel that Russell explains how you can utilize to entice visitors and let them keep paying for a longer time. There are also a few ways you can use this and increase the success rate.
- Perfect webinar
The perfect webinar is the perfect and also the first funnel for the middle of your value ladder. It covers everything about hosting high-converting webinars; how to use live or recorded presentations to market your products or services on autopilot.
- Invisible Perfect webinar
Unlike the Perfect Webinar, this one is a little different. It’s not FREE!. It’s a more advanced webinar presentation where your goal is to get people to buy. But it’s “invisible” — which means there’s no pushy or deception involved.
- Product launch
Just as the name sounds, this a type of funnel you can use to launch your product using a series of videos to provide tons of value to your visitors. These videos would have their own elements that instigate actions, plus you also see how to structure these videos in Dotcom Secrets.
- High-ticket, Three-step application
In this part, you will learn how to sell your high-ticket offers using an advanced formula and scripts. This funnel is useful for acquiring coaching and mastermind clients. In addition, Russell provides customizable templates to use for creating high-converting funnels for your business.
Section 5: ClickFunnels
In this section, Russell introduces his product ClickFunnels, which he co-created with Todd Dickerson in 2014. This is a software for creating high-converting sales funnels.
Using ClickFunnels automates the process of funnels creation, so you have more time on your hands to engage in other equally important aspects of your business.
Expert Secrets and Traffic Secrets
Russell Brunson has published two other closely-related books – Expert Secrets and Traffic Secrets. Though they were written as stand-alone books, he encourages his audience to use them together. “Mastering the skills from all three is essential for the long-term growth of your company,” he says.
In Expert Secrets, you learn persuasion secrets necessary to convert people at each stage of the funnel.
Traffic Secrets is about equipping you with skills on how to get consistent traffic.
In a nutshell, DotCom Secrets teaches you how to create great sales funnels. Then Traffic Secrets shows you how to drive consistent traffic to your site.
Finally, in Expert Secrets, you learn the art of persuasion and storytelling to get your audience to click the funnels.
The three books build on each other, and as Russell puts it, you need to master the skills from the trilogy to build a long-term successful online business.
How to Get DotCom Secrets Book
The most amazing thing about DotCom Secrets is that Russell offers free copy of dotcom secrets book on the official website www.dotcomsecrets.com. However, you need to pay a shipping and handling fee of $9.95 within US and $19.95 for international shipping, which is negligible considering the valuable wisdom it contains.
Alternatively, you can get it on Amazon either as a hardcover or Kindle Edition but I recommend to get it from the official website because you can also get the audio version of the book for the people who prefer that medium and also get the first-hand look at the strategies Russell uses in the funnel.
In DotCom Secrets, Russell Brunson puts together timeless strategies to help entrepreneurs succeed in business whether online or offline. These are strategies he has used over the years and achieved impressive results, so they are proven.
That’s why I recommend dotcom secrets book to all marketers. From business owners, to influencers, and content marketers, DotCom Secrets is a great resource for propelling business growth and long-term success.
With the tons of examples and templates Russell has provided, you can start implementing the strategies right away and turn your business around.
DotCom Secrets Review
Book Title: DotCom Secrets
Book Description: DotCom Secrets is a business book authored by the successful online entrepreneur and co-creator of ClickFunnels, Russell Brunson. It teaches powerful, actionable strategies that you can use to generate more leads, increase your sales and ultimately grow your business
Book Author: Russell Brunson
Book Format: Hardcover
DotCom Secrets reveals the strategies that online marketing gurus use to create successful businesses.
It teaches powerful, actionable strategies that you can use to generate more leads, increase your sales and ultimately grow your business.
What sets DotCom Secrets apart from other marketing books is that Russell teaches proven strategies that he has used to build his highly-successful online businesses
Best strategies for online business
Easy to read
Lots of images for illustration
Sometimes it takes longer for the book to reach the destination
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