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DotCom Secrets: The Underground Playbook for Growing Your Company Online
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). DotComSecrets 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.
275 pages, Kindle Edition
First published January 1, 2011
About the author
Russell Brunson
39 books358 followersRussell Brunson is a digital marketing entrepreneur, author, coach, and speaker.
He was born in 1980 in Provo, Utah, United States, where he grew up to develop an interest in business and other hobbies.
He long started developing his marketing skill when he was much younger as he would collect junk mails, used radio and television ads, seizing every business opportunity just to get as far as possible knowledge and understanding from the marketing world.
Outside marketing and business in general, Russell loved wrestling while growing up which soon turned a hobby for him.
In high school, for example, Russell was a state champion wrestler, becoming an all-American in his senior year, taking second place in the country at the high school nationals. This he continued into his college, learning valuable lessons about competition, hard work and the art of winning. He became one of the top ten wrestlers in the country at graduation.
Fast forward to this day, Russell Brunson has founded, and has also co-founded several successful companies, popularized some of the most effective sales techniques used in the world of marketing today, and had also published several successful books in the marketing category.
He was born in 1980 in Provo, Utah, United States, where he grew up to develop an interest in business and other hobbies.
He long started developing his marketing skill when he was much younger as he would collect junk mails, used radio and television ads, seizing every business opportunity just to get as far as possible knowledge and understanding from the marketing world.
Outside marketing and business in general, Russell loved wrestling while growing up which soon turned a hobby for him.
In high school, for example, Russell was a state champion wrestler, becoming an all-American in his senior year, taking second place in the country at the high school nationals. This he continued into his college, learning valuable lessons about competition, hard work and the art of winning. He became one of the top ten wrestlers in the country at graduation.
Fast forward to this day, Russell Brunson has founded, and has also co-founded several successful companies, popularized some of the most effective sales techniques used in the world of marketing today, and had also published several successful books in the marketing category.
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November 26, 2015
One of the concepts introduced in this book is Value Ladder. When someone buys something from you, they will likely enjoy other stuff you have to offer and are willing to ascend your Value Ladder. This is key to building several figure businesses. Do you know what the first step of the ladder is? He refers to it as "Bait". And that's what this book is. It's a bait to get you to sign up for his courses, seminars, webinars and what not. Do not pay for this book. Not even take up the free shipping offer. Do yourself a favor and search the web and you will find how to download it for free.
This book is not bad, per se. There's lots of information and the many people who rated this book 5 stars are not wrong. He even explains the tricks he gets people to buy this very book.
However, if this is the first time you are exposed to this type of internet marketing you will no doubt be fascinated by it and, I'm afraid, may end up building and selling exactly how he does it. It's not bad and it works but you'll look sleazy like this guy. It is hard to be taken seriously when you use the same gimmicks on your sales pages.
There are other books that teach the same concepts and will not make you look like a scam artist.
This book is not bad, per se. There's lots of information and the many people who rated this book 5 stars are not wrong. He even explains the tricks he gets people to buy this very book.
However, if this is the first time you are exposed to this type of internet marketing you will no doubt be fascinated by it and, I'm afraid, may end up building and selling exactly how he does it. It's not bad and it works but you'll look sleazy like this guy. It is hard to be taken seriously when you use the same gimmicks on your sales pages.
There are other books that teach the same concepts and will not make you look like a scam artist.
August 21, 2018
One big sales letter.
I'm sure Russell is successful, and I wouldn't necessarily call this a scam - but the end goal of this book is clearly to sell subscriptions to his online marketing software. He lays out his sales tactics, and cleverly uses them on the reader to convince them that they need to become an online marketer.
While this shouldn't come as much of a surprise, the greater concern I have are the ethics of his methods. Despite admonishing the reader to "Be honest. Tell the truth," his examples and scripts contain numerous examples of unethical copy, including obvious - albeit small - lies.
For example, when teaching the reader the importance of scarcity to drive sales, he states that "fake urgency will backfire on you." But then teaches the reader to "just think of a reason why you might 'run out' of whatever you're selling. […] There's always some way to create real urgency." How is fabricating scarcity ethical?
Later in the book he states that his funnels are built on variables that can "be manipulated for maximum monetization." There is very little discussion of providing quality service to customers. Although the word "value" is inserted over and over, there is little evidence that the author understands the definition of economic value - in fact, he repeatedly insinuates that "value" is established by the marketer based on the total revenue desired - not the cost or worth of the product being sold.
Russell encourages taking advantage of the emotionally vulnerable, by targeting "people who are in some kind of pain right now and will buy more than one thing at a time."
Further white lies include the recommendation to write an article, give it to another website, and "have the blog author post the article in their name so that you are not seemingly tied to it at all" as well as baiting a potential customer with the promise that "there is no catch," at the beginning of a funnel which is intended to upsell another product.
Perhaps the most disturbing tactic employed in funnel hacking is what Russell calls Value Stacking. "Here's a trick for creating bonuses: take the most valuable part of your product - the thing people want MOST - pull it out, and offer it as a free bonus."
How would you feel if the next time you went to buy a car the salesman offered a special bonus: "If you buy today, we'll even throw in all four tires AND a spare FOR FREE! And that's not all - if you make the decision right now, we'll even include the brakes, engine, and steering wheel. These could easily set you back thousands of dollars if you bought them separately, but we're giving it all to you for FREE!"
What kind of honesty is that?
Again, I don't question the author's ability to make great sales, but when you're offering the customer something they should have received anyway, you're not doing much to build trust and provide value.
In the end, it is all about the sale. Which is why the book ends with a chapter hawking the authors software as a service - a package that costs $99/month. But of course it doesn't stop there. The service itself is a funnel - for plans going for $300/month and more, ending in the Inner Circle upsell which carries a reported price tag of $25,000.
I read the book because I've never been a strong salesperson. And now I know why - I won't lie to a customer, no matter how small or insignificant the lie to get an extra few bucks.
I'm sure Russell is successful, and I wouldn't necessarily call this a scam - but the end goal of this book is clearly to sell subscriptions to his online marketing software. He lays out his sales tactics, and cleverly uses them on the reader to convince them that they need to become an online marketer.
While this shouldn't come as much of a surprise, the greater concern I have are the ethics of his methods. Despite admonishing the reader to "Be honest. Tell the truth," his examples and scripts contain numerous examples of unethical copy, including obvious - albeit small - lies.
For example, when teaching the reader the importance of scarcity to drive sales, he states that "fake urgency will backfire on you." But then teaches the reader to "just think of a reason why you might 'run out' of whatever you're selling. […] There's always some way to create real urgency." How is fabricating scarcity ethical?
Later in the book he states that his funnels are built on variables that can "be manipulated for maximum monetization." There is very little discussion of providing quality service to customers. Although the word "value" is inserted over and over, there is little evidence that the author understands the definition of economic value - in fact, he repeatedly insinuates that "value" is established by the marketer based on the total revenue desired - not the cost or worth of the product being sold.
Russell encourages taking advantage of the emotionally vulnerable, by targeting "people who are in some kind of pain right now and will buy more than one thing at a time."
Further white lies include the recommendation to write an article, give it to another website, and "have the blog author post the article in their name so that you are not seemingly tied to it at all" as well as baiting a potential customer with the promise that "there is no catch," at the beginning of a funnel which is intended to upsell another product.
Perhaps the most disturbing tactic employed in funnel hacking is what Russell calls Value Stacking. "Here's a trick for creating bonuses: take the most valuable part of your product - the thing people want MOST - pull it out, and offer it as a free bonus."
How would you feel if the next time you went to buy a car the salesman offered a special bonus: "If you buy today, we'll even throw in all four tires AND a spare FOR FREE! And that's not all - if you make the decision right now, we'll even include the brakes, engine, and steering wheel. These could easily set you back thousands of dollars if you bought them separately, but we're giving it all to you for FREE!"
What kind of honesty is that?
Again, I don't question the author's ability to make great sales, but when you're offering the customer something they should have received anyway, you're not doing much to build trust and provide value.
In the end, it is all about the sale. Which is why the book ends with a chapter hawking the authors software as a service - a package that costs $99/month. But of course it doesn't stop there. The service itself is a funnel - for plans going for $300/month and more, ending in the Inner Circle upsell which carries a reported price tag of $25,000.
I read the book because I've never been a strong salesperson. And now I know why - I won't lie to a customer, no matter how small or insignificant the lie to get an extra few bucks.
July 24, 2015
Probably the best book I have ever read about online business. I've heard all this before but never packaged so well or structured in such a brilliant way. I've bought this in eBook and print as well as giving it to people who want Internet business explained. Highly recommended for entrepreneurial types.
August 25, 2023
My top three takeaways from the book are:
1. Importance of Value Ladder.
2. Funnel Hacking
3. The One hundred visitors principle.
Hundreds of thousands of online marketers, leaders, business owners, and industry influencers have benefitted immensely from the book. How many business books do you still find relevant in this ever-changing world? Even though marketing techniques are constantly changing, the DotCom Secrets book is still incredibly relevant and useful today. The author said in the introduction of the book that his goal was to keep the book evergreen for years and years to come. I think, he definitely meant it.
If you’ve been looking for a book to read that will take your online marketing skills to the next level, then keep reading this. At times it might sound a bit salesy but the lessons are good.
Grab your copy here or here.
1. Importance of Value Ladder.
2. Funnel Hacking
3. The One hundred visitors principle.
Hundreds of thousands of online marketers, leaders, business owners, and industry influencers have benefitted immensely from the book. How many business books do you still find relevant in this ever-changing world? Even though marketing techniques are constantly changing, the DotCom Secrets book is still incredibly relevant and useful today. The author said in the introduction of the book that his goal was to keep the book evergreen for years and years to come. I think, he definitely meant it.
If you’ve been looking for a book to read that will take your online marketing skills to the next level, then keep reading this. At times it might sound a bit salesy but the lessons are good.
Grab your copy here or here.
April 27, 2021
There were some great ideas about identifying your ideal customer and the value ladder. But in general, the book was too 'salesy'. I don't think these kind of mind games are needed, if a service or product is solid. If nothing else, the awareness of these techniques, will make me a more savvy consumer.
April 3, 2015
One of those rare books that got me hooked and to finish in a few days. Skipped Funnel #6 and #7 section because they are relevant to my current plan. If you've been in the Internet marketing space for a while, you'll see there's nothing new in the book, but somehow the author clearly explained each part and for me, the whole funnel thingy just made a whole lot more sense; hence the 5 star.
Will definitely need to come back to it when I implement the strategies.
Will definitely need to come back to it when I implement the strategies.
April 25, 2019
First of all... TERRIBLE editorial decision to include Jared Fogle as the "Attractive Character" example. Yes, Brunson acknowledges in one brief line that Fogle made some "terrible decisions" and then moves on. But, c'mon, there are other examples of Attractive Characters you could have used that would have been more appropriate.
The typical ClickFunnels ad copy always struck me as very salesy and off-putting. Whenever I see one of those pages, I typically click away ASAP. But obviously not everyone does... Brunson has apparently made millions off this stuff, so that success must be acknowledged. I was hoping the process of funnel building would be a little more straightforward/elegant though... reading through this book, it all seems very convoluted and overdone (creating multiple funnels, the "Seinfeld" emails, etc.) Some useful pages to reference, but overall this is little more than a sales product for Brunson to introduce us, his "warm leads", into his more high-ticket purchases. Sure, it probably works, but left a bit of a bad taste in my mouth nonetheless.
The typical ClickFunnels ad copy always struck me as very salesy and off-putting. Whenever I see one of those pages, I typically click away ASAP. But obviously not everyone does... Brunson has apparently made millions off this stuff, so that success must be acknowledged. I was hoping the process of funnel building would be a little more straightforward/elegant though... reading through this book, it all seems very convoluted and overdone (creating multiple funnels, the "Seinfeld" emails, etc.) Some useful pages to reference, but overall this is little more than a sales product for Brunson to introduce us, his "warm leads", into his more high-ticket purchases. Sure, it probably works, but left a bit of a bad taste in my mouth nonetheless.
July 28, 2015
I LOVED this book.
I'm a photographer and I have been working on building out an online photography course to set myself up with more of an online business - less requirements of me physically as a photographer.
I read this book at exactly the right time in the process of developing the course.
I enjoyed Russell's writing style and his real life examples. I found the drawings helpful and I appreciated having his scripts to reference.
Russell's book pulled together TONS of different concepts that I've heard over the past few years as I've learned about being an online entrepreneur and internet marketer, and delivered it in a concise and easy to read and digest book.
I went back and forth between being SO EXCITED and overwhelmed because of all the information that is packed into the book.
I'm nearing the launch of my course and I've kept DotCom Secrets on my desk for frequent reference as I've worked.
If you're an online entrepreneur [or really, any business owner] this book is a must read!
I'm a photographer and I have been working on building out an online photography course to set myself up with more of an online business - less requirements of me physically as a photographer.
I read this book at exactly the right time in the process of developing the course.
I enjoyed Russell's writing style and his real life examples. I found the drawings helpful and I appreciated having his scripts to reference.
Russell's book pulled together TONS of different concepts that I've heard over the past few years as I've learned about being an online entrepreneur and internet marketer, and delivered it in a concise and easy to read and digest book.
I went back and forth between being SO EXCITED and overwhelmed because of all the information that is packed into the book.
I'm nearing the launch of my course and I've kept DotCom Secrets on my desk for frequent reference as I've worked.
If you're an online entrepreneur [or really, any business owner] this book is a must read!
September 20, 2020
Informative, yet somehow ugly.
The book treats that a customer is the one who takes the bait. And bait is merely a fabricated success story of your created "Attractive Character".
It gives information, useful insights. But it seemed like a con-artistry at times. Especially in the chapter where he scripted few dialogues that would want
people to sell themselves to you/your business. Hmm..That's interesting. But not, to someone who have come across a Ponzi/Pyramid Scheme. There. I said it.
PONZI scheme.
Russell has been correct when he said that people either becoming his raving fans after reading this book or become a hater. I found myself in the latter division.
I meant no disrespect to Russell either. All the while he has been clear and made clear in informing that this book itself is a "bait" to his business.
Verdict: Can't say if this book makes you a better seller, but, it sure makes you a better consumer ( now that you knew few pony tricks on how you might be lured).
The book treats that a customer is the one who takes the bait. And bait is merely a fabricated success story of your created "Attractive Character".
It gives information, useful insights. But it seemed like a con-artistry at times. Especially in the chapter where he scripted few dialogues that would want
people to sell themselves to you/your business. Hmm..That's interesting. But not, to someone who have come across a Ponzi/Pyramid Scheme. There. I said it.
PONZI scheme.
Russell has been correct when he said that people either becoming his raving fans after reading this book or become a hater. I found myself in the latter division.
I meant no disrespect to Russell either. All the while he has been clear and made clear in informing that this book itself is a "bait" to his business.
Verdict: Can't say if this book makes you a better seller, but, it sure makes you a better consumer ( now that you knew few pony tricks on how you might be lured).
October 7, 2015
Excellent read - one of the books all entrepreneurs should read to learn more on boosting their growth!
December 30, 2020
“How to manipulate people, and take their money selling them courses on how to sell courses” could be the title of the book. Russel’s biggest bait for the rest of his product arsenal, all of which is pretty much the same as what’s shared here, a bit more in depth, garbage 😁
He couldn’t promote his other products any other way. This is the best marketing for clickfunnels, and their coaching programs.
The funny thing is, people actually do fall for these sales scams in real life. When I first wanted to learn online marketing (to market my legitimate service and physical products, not for courses on “how to ......” bs, I came across clickfunnels along with all the other scam artists who call themselves marketing gurus. After wasting my precious time, I quickly realized that those who claim to make 6-7 figures by using “these proven strategies” make money by ripping off others, by fooling them into thinking they can do the same. This unethical market is so saturated, it’s unbelievable.
PS, none of the proven methods shared in the book worked for me, not even for the free webinars. I left in the middle of them last year, because it was garbage. They all share the same information. The soap opera sequence is the most annoying email sequence I’ve received out of all the “gurus” I checked out so far.
Two of Russel’s affiliates Sebastian Gomez and Anthony Morrison are pretty solid, but essentially doing something similar.
I gave 2 stars because I believe there was a little bit of valuable lessons in regards to the psychology behind people’s buying habits.
There’s no “get-rich-quick-fix”, unless you are willing to trick other innocent people, and steal their money selling them courses on how to sell courses.
He couldn’t promote his other products any other way. This is the best marketing for clickfunnels, and their coaching programs.
The funny thing is, people actually do fall for these sales scams in real life. When I first wanted to learn online marketing (to market my legitimate service and physical products, not for courses on “how to ......” bs, I came across clickfunnels along with all the other scam artists who call themselves marketing gurus. After wasting my precious time, I quickly realized that those who claim to make 6-7 figures by using “these proven strategies” make money by ripping off others, by fooling them into thinking they can do the same. This unethical market is so saturated, it’s unbelievable.
PS, none of the proven methods shared in the book worked for me, not even for the free webinars. I left in the middle of them last year, because it was garbage. They all share the same information. The soap opera sequence is the most annoying email sequence I’ve received out of all the “gurus” I checked out so far.
Two of Russel’s affiliates Sebastian Gomez and Anthony Morrison are pretty solid, but essentially doing something similar.
I gave 2 stars because I believe there was a little bit of valuable lessons in regards to the psychology behind people’s buying habits.
There’s no “get-rich-quick-fix”, unless you are willing to trick other innocent people, and steal their money selling them courses on how to sell courses.
May 24, 2022
More a rant that will save you money (the price of this book) than a review.
As a narcissist the author can't help but tell you that this book is just a long ad to get new customers for his own companies. Very early in the book he says that the fact that you're reading the book means his bait worked and that surely some will eventually hire his company and give him a lot of money. And he likes to reiterate on almost every page how much he earns. Each "secret" earns him 10 thousands, hundred thousands and even millions a year, every month, week or every day.
A (probably fictional) example "secret" he gives is of a chiropractor that wanted to grow his business. They decided on giving free massages and this would eventually lead people to a new $5,000 wellness program. "Now he has 2 full-time therapists who give free massages to get people in the door.... people that might need an adjustment..and might upgrade to the wellness program".
So, the only result the author can or wants to give is that the chiropractor now has to pay 2 full-time employees for zero extra income. I'm not saying his example couldn't work, but it says a lot about the usable info you'll get from this book. People who follow the problems with businesses & groupon.com for example, will also know that this "secret' isn't a guaranteed success, on the contrary.
Another "secret": According to the author spamming your customers and adding some spelling mistakes in your spam emails is a good idea. (Please don't try this at home...).
Other than that, the vague so called "secrets" are focused on getting naive business owners to hire your (but primarily his) business so you (he) can get as much money out of them as possible with as little effort as possible. Results are not that important. Then move on the the next victim, and repeat... People who value customer relations will get nothing out of this book. Others, very little.
As a narcissist the author can't help but tell you that this book is just a long ad to get new customers for his own companies. Very early in the book he says that the fact that you're reading the book means his bait worked and that surely some will eventually hire his company and give him a lot of money. And he likes to reiterate on almost every page how much he earns. Each "secret" earns him 10 thousands, hundred thousands and even millions a year, every month, week or every day.
A (probably fictional) example "secret" he gives is of a chiropractor that wanted to grow his business. They decided on giving free massages and this would eventually lead people to a new $5,000 wellness program. "Now he has 2 full-time therapists who give free massages to get people in the door.... people that might need an adjustment..and might upgrade to the wellness program".
So, the only result the author can or wants to give is that the chiropractor now has to pay 2 full-time employees for zero extra income. I'm not saying his example couldn't work, but it says a lot about the usable info you'll get from this book. People who follow the problems with businesses & groupon.com for example, will also know that this "secret' isn't a guaranteed success, on the contrary.
Another "secret": According to the author spamming your customers and adding some spelling mistakes in your spam emails is a good idea. (Please don't try this at home...).
Other than that, the vague so called "secrets" are focused on getting naive business owners to hire your (but primarily his) business so you (he) can get as much money out of them as possible with as little effort as possible. Results are not that important. Then move on the the next victim, and repeat... People who value customer relations will get nothing out of this book. Others, very little.
July 11, 2022
DotCom Secrets delivers exactly what is promised from the start and then some. Written in a very engaging and thought out way, It’s a true and thorough guide to online sales funnels that can be taken advantage of by nearly any business.
Jam packed full of extremely useful information that is easily worth the price of the book 10x over, DotCom Secrets is definitely a must read for any digital marketer or business owner.
As a digital marketer myself, I can respect some levels of cross selling, upselling, and self promoting, but Brunson is absolutely relentless with this. Seeing his other products, softwares, books and websites in what felt like every other paragraph, was annoying at first, and by the end of the book was borderline insulting with entire chapters being dedicated to his other products. Clearly trying to upsell you and get you in to his “other funnels”.
Brutal levels of upselling aside, It’s impossible to deny the level of sales funnel information and value for money you get from this book. I will definitely be using it as a reference point whenever I create and launch sales funnels for myself and my clients.
Jam packed full of extremely useful information that is easily worth the price of the book 10x over, DotCom Secrets is definitely a must read for any digital marketer or business owner.
As a digital marketer myself, I can respect some levels of cross selling, upselling, and self promoting, but Brunson is absolutely relentless with this. Seeing his other products, softwares, books and websites in what felt like every other paragraph, was annoying at first, and by the end of the book was borderline insulting with entire chapters being dedicated to his other products. Clearly trying to upsell you and get you in to his “other funnels”.
Brutal levels of upselling aside, It’s impossible to deny the level of sales funnel information and value for money you get from this book. I will definitely be using it as a reference point whenever I create and launch sales funnels for myself and my clients.
August 13, 2018
This is a great book.
If you are interested in creating an online business, DotCom Secrets is a no-fluff approach to doing just that.
It may be a bit overwhelming for those people who are just starting out - but boy I wish I was overwhelmed like that when I started my business!
(Meaning: I wish I had found that book sooner.)
The knowledge is invaluable, and the author seems to know what he is talking about, and to "walk the talk".
When he explains some concepts or ideas, Brunson makes it all sound really simple.
This is a great motivator on one hand... although it is a bit deceptive on the other.
(When you read the book, you may have the impression that everything in a given chapter can be done in a couple of hours - but in reality it is closer to a couple of weeks.)
All things considered, it is a quick read that provides a lot of value and will inspire you to get to work.
If you are interested in creating an online business, DotCom Secrets is a no-fluff approach to doing just that.
It may be a bit overwhelming for those people who are just starting out - but boy I wish I was overwhelmed like that when I started my business!
(Meaning: I wish I had found that book sooner.)
The knowledge is invaluable, and the author seems to know what he is talking about, and to "walk the talk".
When he explains some concepts or ideas, Brunson makes it all sound really simple.
This is a great motivator on one hand... although it is a bit deceptive on the other.
(When you read the book, you may have the impression that everything in a given chapter can be done in a couple of hours - but in reality it is closer to a couple of weeks.)
All things considered, it is a quick read that provides a lot of value and will inspire you to get to work.
November 26, 2023
"Dotcom Secrets: The Underground Playbook for Growing Your Company Online with Sales Funnels" by Russell Brunson is a comprehensive guide that unveils the secrets of successful online business growth through the implementation of sales funnels. The book emphasizes the significance of sales funnels in enhancing customer experience and increasing profitability. The following summary integrates key excerpts from the book with additional insights from external sources.
Summary:
Sales Funnels and Their Importance: The book begins by highlighting the limitations of traditional websites that often overwhelm visitors with too many options, leading to confusion and decreased sales. In contrast, a sales funnel is depicted as a focused, step-by-step process designed to simplify the customer journey. Each page and step within the funnel has a single call to action, mirroring the effectiveness of having a dedicated salesperson guiding customers through a store.
Excerpt: "A funnel, on the other hand, is created to be simple. From the outside, it may look like a website, but each page and each step only has one call to action."
The Secret Formula for Success: Brunson introduces a four-question formula to guide the reader through the process of building a successful sales funnel. The questions involve identifying the dream customer, discovering where they congregate, determining the bait (hook, story, and offer) to attract them, and defining the unique result or value that can be delivered to them.
Excerpt: "People don’t come to you because they want your product, they come to you because they want a specific result."
Creating Irresistible Offers: The book emphasizes the importance of crafting compelling offers to attract and retain customers. It suggests adding value to the core product or service by including additional elements that enhance the customer experience.
Excerpt: "Increase the perceived value of what is being sold. Make the thing being sold unique to you and only available within this special offer."
Understanding Your Dream Customer: Brunson advocates for a deep understanding of the dream customer, including their preferences, goals, and where they congregate online. This knowledge forms the basis for targeted marketing efforts.
Excerpt: "What are the top websites that my dream customers already go to? What forums or message boards do they participate in? What podcasts do they listen to?"
The Value Ladder: The concept of a value ladder is introduced, representing the various price points and offers a business provides. Different types of funnels are recommended for each tier of the value ladder, and the goal is to move customers up the ladder by delivering increasing value.
Excerpt: "As you move up the value ladder to the lower priced products, the types of funnels we use at this tier are called unboxing funnels."
The Attractive Character: The book introduces the concept of the Attractive Character, emphasizing the importance of building a relationship with the audience. The Attractive Character has a backstory, speaks in parables, shares character flaws, and harnesses the power of polarity to engage and resonate with the audience.
Excerpt: "Attractive Characters have a backstory and share it often. People won’t care about any of the success you’ve had until they know that you’ve been where they are now."
Funnel Hacking: Brunson advocates for the practice of "funnel hacking," which involves studying successful sales funnels in your niche to understand the hooks, stories, and offers that resonate with the audience. This strategy aims to inspire innovation and improvement in your own funnels.
Excerpt: "If you want to achieve success, all you need to do is find a way to model those who have already succeeded."
The Seven Phases of a Funnel: The book breaks down the funnel into seven phases, emphasizing the importance of pre-framing each step for optimal results. These phases include determining traffic temperature, setting up the pre-frame bridge, qualifying subscribers and buyers, identifying hyperactive buyers, aging and ascending the relationship, and changing the selling environment.
Excerpt: "Before we talk about the seven phases of a funnel, you need to understand the concept of a pre-frame because each step in a funnel is a pre-frame for the next step."
Lead Funnels: Different lead funnels, such as lead squeeze, survey, and summit funnels, are discussed. Each funnel type is tailored to engage and qualify leads based on their level of familiarity with the business.
Excerpt: "The three best lead funnels we’ve used are: lead 'squeeze,' survey, and summit funnels."
Email Sequences and Soap Opera Sequences: The book explores the use of email sequences, specifically Soap Opera Sequences, to guide prospects through a narrative that sells products and services. These sequences involve emails that set the stage, open with high drama, share an epiphany, explain hidden benefits, and create urgency for a call to action.
Excerpt: "In your Soap Opera Sequences, you’ll send out one email each day for five days that pulls your reader through a narrative to sell your products and services."
Here are the 5 key takeaways from the book:
1. Importance of Sales Funnels: "Dotcom Secrets" underscores the significance of sales funnels in contrast to traditional websites. The book emphasizes that sales funnels simplify the customer journey, providing a focused and step-by-step process that enhances customer experience, reduces confusion, and ultimately increases sales.
2. The Secret Formula: The book introduces a four-question formula that serves as a guide for creating successful sales funnels. This formula involves identifying the dream customer, determining where they congregate, creating a compelling hook, story, and offer, and defining a unique result or value to deliver. This strategic approach is positioned as a foundational element for effective online marketing.
3. Crafting Irresistible Offers: A key takeaway from the book is the importance of creating irresistible offers. Russell Brunson advocates for enhancing the value of core products or services by adding elements that go beyond the expected. The goal is to increase the perceived value, make the offer unique, and overcome price resistance, ultimately making the offer more appealing to customers.
4. Understanding the Dream Customer: The book stresses the necessity of a deep understanding of the dream customer. It encourages businesses to identify their ideal customers' characteristics, preferences, and online behaviors. This knowledge is essential for targeted marketing efforts, ensuring that businesses reach and engage with their most valuable audience effectively.
5. The Value Ladder and Funnel Hacking: The concept of the value ladder, representing different price points and offers, is introduced as a strategy for customer progression. Brunson recommends using different types of funnels for each tier of the value ladder. Additionally, the book introduces the concept of "funnel hacking," which involves studying successful sales funnels in the same niche to inspire innovation and improvement in one's own funnels.
"Dotcom Secrets" provides a comprehensive guide to building effective sales funnels, from understanding the target audience to creating irresistible offers and implementing various funnel types. The book emphasizes the importance of continuous improvement, innovation, and a customer-centric approach in the ever-evolving landscape of online business.
Summary:
Sales Funnels and Their Importance: The book begins by highlighting the limitations of traditional websites that often overwhelm visitors with too many options, leading to confusion and decreased sales. In contrast, a sales funnel is depicted as a focused, step-by-step process designed to simplify the customer journey. Each page and step within the funnel has a single call to action, mirroring the effectiveness of having a dedicated salesperson guiding customers through a store.
Excerpt: "A funnel, on the other hand, is created to be simple. From the outside, it may look like a website, but each page and each step only has one call to action."
The Secret Formula for Success: Brunson introduces a four-question formula to guide the reader through the process of building a successful sales funnel. The questions involve identifying the dream customer, discovering where they congregate, determining the bait (hook, story, and offer) to attract them, and defining the unique result or value that can be delivered to them.
Excerpt: "People don’t come to you because they want your product, they come to you because they want a specific result."
Creating Irresistible Offers: The book emphasizes the importance of crafting compelling offers to attract and retain customers. It suggests adding value to the core product or service by including additional elements that enhance the customer experience.
Excerpt: "Increase the perceived value of what is being sold. Make the thing being sold unique to you and only available within this special offer."
Understanding Your Dream Customer: Brunson advocates for a deep understanding of the dream customer, including their preferences, goals, and where they congregate online. This knowledge forms the basis for targeted marketing efforts.
Excerpt: "What are the top websites that my dream customers already go to? What forums or message boards do they participate in? What podcasts do they listen to?"
The Value Ladder: The concept of a value ladder is introduced, representing the various price points and offers a business provides. Different types of funnels are recommended for each tier of the value ladder, and the goal is to move customers up the ladder by delivering increasing value.
Excerpt: "As you move up the value ladder to the lower priced products, the types of funnels we use at this tier are called unboxing funnels."
The Attractive Character: The book introduces the concept of the Attractive Character, emphasizing the importance of building a relationship with the audience. The Attractive Character has a backstory, speaks in parables, shares character flaws, and harnesses the power of polarity to engage and resonate with the audience.
Excerpt: "Attractive Characters have a backstory and share it often. People won’t care about any of the success you’ve had until they know that you’ve been where they are now."
Funnel Hacking: Brunson advocates for the practice of "funnel hacking," which involves studying successful sales funnels in your niche to understand the hooks, stories, and offers that resonate with the audience. This strategy aims to inspire innovation and improvement in your own funnels.
Excerpt: "If you want to achieve success, all you need to do is find a way to model those who have already succeeded."
The Seven Phases of a Funnel: The book breaks down the funnel into seven phases, emphasizing the importance of pre-framing each step for optimal results. These phases include determining traffic temperature, setting up the pre-frame bridge, qualifying subscribers and buyers, identifying hyperactive buyers, aging and ascending the relationship, and changing the selling environment.
Excerpt: "Before we talk about the seven phases of a funnel, you need to understand the concept of a pre-frame because each step in a funnel is a pre-frame for the next step."
Lead Funnels: Different lead funnels, such as lead squeeze, survey, and summit funnels, are discussed. Each funnel type is tailored to engage and qualify leads based on their level of familiarity with the business.
Excerpt: "The three best lead funnels we’ve used are: lead 'squeeze,' survey, and summit funnels."
Email Sequences and Soap Opera Sequences: The book explores the use of email sequences, specifically Soap Opera Sequences, to guide prospects through a narrative that sells products and services. These sequences involve emails that set the stage, open with high drama, share an epiphany, explain hidden benefits, and create urgency for a call to action.
Excerpt: "In your Soap Opera Sequences, you’ll send out one email each day for five days that pulls your reader through a narrative to sell your products and services."
Here are the 5 key takeaways from the book:
1. Importance of Sales Funnels: "Dotcom Secrets" underscores the significance of sales funnels in contrast to traditional websites. The book emphasizes that sales funnels simplify the customer journey, providing a focused and step-by-step process that enhances customer experience, reduces confusion, and ultimately increases sales.
2. The Secret Formula: The book introduces a four-question formula that serves as a guide for creating successful sales funnels. This formula involves identifying the dream customer, determining where they congregate, creating a compelling hook, story, and offer, and defining a unique result or value to deliver. This strategic approach is positioned as a foundational element for effective online marketing.
3. Crafting Irresistible Offers: A key takeaway from the book is the importance of creating irresistible offers. Russell Brunson advocates for enhancing the value of core products or services by adding elements that go beyond the expected. The goal is to increase the perceived value, make the offer unique, and overcome price resistance, ultimately making the offer more appealing to customers.
4. Understanding the Dream Customer: The book stresses the necessity of a deep understanding of the dream customer. It encourages businesses to identify their ideal customers' characteristics, preferences, and online behaviors. This knowledge is essential for targeted marketing efforts, ensuring that businesses reach and engage with their most valuable audience effectively.
5. The Value Ladder and Funnel Hacking: The concept of the value ladder, representing different price points and offers, is introduced as a strategy for customer progression. Brunson recommends using different types of funnels for each tier of the value ladder. Additionally, the book introduces the concept of "funnel hacking," which involves studying successful sales funnels in the same niche to inspire innovation and improvement in one's own funnels.
"Dotcom Secrets" provides a comprehensive guide to building effective sales funnels, from understanding the target audience to creating irresistible offers and implementing various funnel types. The book emphasizes the importance of continuous improvement, innovation, and a customer-centric approach in the ever-evolving landscape of online business.
December 31, 2020
"A buyer is a buyer is a buyer" - Dan Kennedy
Russell Brunson teaches the behind the scenes on how the business sells products to its customer
How Companies take their customers on a selling journey from Step 1 to the Last step,
The ladder of price and value
From the low price product to selling a high ticket product
The amount of value Russell Brunson gives is remarkably crazy
He literally changed the way I looked at Web psychology, Email communication, Value stacking, sales funnels and targeting your prime audience
Especially the email strategies got me hooked,
Emails are boring, I agree, they seem old but what if you can look at it from different lens
A powerful mode of speaking that marketers take advantage off,
Russell explains Email communication in the most sensible and usable formats in actually talking to your audience using Seinfeld and soap opera email sequences
This book can be literally be read by any person of any age category Who is interested in internet marketing and learning about online business, web psychology, dream customer, how to sell more strategies,
10/10
Gonna grab the next book of his 'Traffic secrets'
Russell Brunson teaches the behind the scenes on how the business sells products to its customer
How Companies take their customers on a selling journey from Step 1 to the Last step,
The ladder of price and value
From the low price product to selling a high ticket product
The amount of value Russell Brunson gives is remarkably crazy
He literally changed the way I looked at Web psychology, Email communication, Value stacking, sales funnels and targeting your prime audience
Especially the email strategies got me hooked,
Emails are boring, I agree, they seem old but what if you can look at it from different lens
A powerful mode of speaking that marketers take advantage off,
Russell explains Email communication in the most sensible and usable formats in actually talking to your audience using Seinfeld and soap opera email sequences
This book can be literally be read by any person of any age category Who is interested in internet marketing and learning about online business, web psychology, dream customer, how to sell more strategies,
10/10
Gonna grab the next book of his 'Traffic secrets'
August 31, 2019
As a novice entrepreneur who had recently gotten into marketing, I find this book highly enlightening.
The phrasing is well-suited for the layperson. 'Funnelological' details at the latter part takes some time and practice before it can sink in, as it gets a bit intricate. However, getting through the first half of the chapters is breeze.
In my opinion, the main takeaways from the book are:
(1) Value Ladder (Secret #2)
(2) Soap Opera Sequence (Secret #7)
(3) Seinfield Sequence (Secret #8)
(4) Leveraging the power of 'free' (Secret #9)
(5) Two-Step Funnel (Funnel #1)
(6) Invisible Webinar (Funnel #5)
(7) High-Ticket, Three Step Application Funnel (Funnel #7)
A week ago I was searching for how I can increase my website traffic. Upon my search, I stumbled upon this book on Quora. After reading the reviews, I was compelled to read the book myself. Now, here I am writing the same.
If you have the same amount of experience as I did and you need a footing on sales and marketing, then this book was made for you. Russell doesn't just teach the theory in the techniques, he also applies it.
You can use his already working techniques and make your tweaks to it — just to see if you can create a more profitable outcome.
The phrasing is well-suited for the layperson. 'Funnelological' details at the latter part takes some time and practice before it can sink in, as it gets a bit intricate. However, getting through the first half of the chapters is breeze.
In my opinion, the main takeaways from the book are:
(1) Value Ladder (Secret #2)
(2) Soap Opera Sequence (Secret #7)
(3) Seinfield Sequence (Secret #8)
(4) Leveraging the power of 'free' (Secret #9)
(5) Two-Step Funnel (Funnel #1)
(6) Invisible Webinar (Funnel #5)
(7) High-Ticket, Three Step Application Funnel (Funnel #7)
A week ago I was searching for how I can increase my website traffic. Upon my search, I stumbled upon this book on Quora. After reading the reviews, I was compelled to read the book myself. Now, here I am writing the same.
If you have the same amount of experience as I did and you need a footing on sales and marketing, then this book was made for you. Russell doesn't just teach the theory in the techniques, he also applies it.
You can use his already working techniques and make your tweaks to it — just to see if you can create a more profitable outcome.
October 25, 2020
This book is treasure. I can’t believe how underrated it is. This is the rare kind of book, where you know from the start it’s going to be a killer, and it proved to be. The measure of how insightful the book is overwhelming. They say that you get one concept of each business book you read, this book has at least four or five solid concepts.
You can see yourself using it to your business, or to your clients’ businesses. And I even found it very interesting how I came across the strategies he speaks about as a prospect. It has so many things that you should reread it or at least sit down and summarize what you have read to make out the most of it, especially that it’s an implicit process.
This is one of the best digital marketing books out there, and I’m sure I will buy all of Russel’s books. Every entrepreneur and business owner will find this book of assistance.
You can see yourself using it to your business, or to your clients’ businesses. And I even found it very interesting how I came across the strategies he speaks about as a prospect. It has so many things that you should reread it or at least sit down and summarize what you have read to make out the most of it, especially that it’s an implicit process.
This is one of the best digital marketing books out there, and I’m sure I will buy all of Russel’s books. Every entrepreneur and business owner will find this book of assistance.
December 29, 2021
Yeesh. A little overwhelmed because this is STOCK FULL of juicy information! I can't wait to implement it all, but I loved Russell's perspective! Purpose driven business ideas always get me going and I would highly recommend this book if you are looking to take your online business to the next level!
October 31, 2018
อ่านจบแล้วรู้สึกเป็นหนังสือ Guideline ที่ดีมาก
เนื้อหาแตกต่างจากหนังสือการตลาดทั่วไปที่เคยอ่าน
เปิดเผยแบบทีละขั้นตอนอย่างละเอียด เหมือนมีโค้ชการตลาดที่คอยแนะนำ
แต่จะนำมาปรับใช้ได้ผลกับคนไทยไหม อันนี้ต้องลองทำตามหนังสือดู
เนื้อหาแตกต่างจากหนังสือการตลาดทั่วไปที่เคยอ่าน
เปิดเผยแบบทีละขั้นตอนอย่างละเอียด เหมือนมีโค้ชการตลาดที่คอยแนะนำ
แต่จะนำมาปรับใช้ได้ผลกับคนไทยไหม อันนี้ต้องลองทำตามหนังสือดู
June 28, 2020
The ideas to Market your content online
August 5, 2019
Concise and easy to read. Solid roadmap (not so much "secrets" anymore) to build online sales funnels.
July 20, 2017
This book was excellent. It's jammed packed with juicy nuggets on how to build a successful sales funnel. There are plenty of practical tips and scripts to help get started. I will surely be returning to this one again and again as I build out my own funnels.
September 17, 2021
Russell Brunson
This is the first book of the Russell Brunson Secrets' Trilogy. Dotcom Secrets promises little but OVERDELIVERED at the end. I must say that his FREE DOTCOM SECRETS offer is a steal. No course nor webinar nor fake guru can replicate this amount of value. It's like having a marketing/business coach in your pocket.
Russell Brunson isn't just a marketing genius, he is immensely passionate to help us scale our businesses. The book spoonfeeds us with so much acquired knowledge, we truly don't deserve him.
In this book, he describes all the marketing/digital jargon in an extremely comprehensive way and fills them up with drawings, graphs and pictures to make things easier. Russell Brunson provides the necessary scripts and COPY on how to use the value ladder to SELL your services and products at a 90%+ conversion rate. Overall, an enormously handy book if you are pursuing a new business venture or wonder why your conversions are so low.
This book has helped numerous marketers and salespeople manoeuvre through the competitive online industry. Russell Brunson takes us step by step, points out common business mistakes (so we don't fail in ours), going so far as to provide us with ALL his successful copies, scripts ABSOLUTELY ZERO FLUFF. 100% of Dotcom Secrets is pure value.
Keep in mind that one of the book's purposes is to also convert people into creating a Clickfunnels' account (I ALMOST caved in – I've spent most of my quarantine time and money on Russell Brunson, but I'm still not a Clickfunnels' convert!!!)
You DON'T need a clickfunnels' account to read this book, but you might want one after you've read it. If you want to become a better marketer, a better salesperson, 10X your business and successfully SELL your services, Russell Brunson will save your life.
This is the first book of the Russell Brunson Secrets' Trilogy. Dotcom Secrets promises little but OVERDELIVERED at the end. I must say that his FREE DOTCOM SECRETS offer is a steal. No course nor webinar nor fake guru can replicate this amount of value. It's like having a marketing/business coach in your pocket.
Russell Brunson isn't just a marketing genius, he is immensely passionate to help us scale our businesses. The book spoonfeeds us with so much acquired knowledge, we truly don't deserve him.
In this book, he describes all the marketing/digital jargon in an extremely comprehensive way and fills them up with drawings, graphs and pictures to make things easier. Russell Brunson provides the necessary scripts and COPY on how to use the value ladder to SELL your services and products at a 90%+ conversion rate. Overall, an enormously handy book if you are pursuing a new business venture or wonder why your conversions are so low.
This book has helped numerous marketers and salespeople manoeuvre through the competitive online industry. Russell Brunson takes us step by step, points out common business mistakes (so we don't fail in ours), going so far as to provide us with ALL his successful copies, scripts ABSOLUTELY ZERO FLUFF. 100% of Dotcom Secrets is pure value.
Keep in mind that one of the book's purposes is to also convert people into creating a Clickfunnels' account (I ALMOST caved in – I've spent most of my quarantine time and money on Russell Brunson, but I'm still not a Clickfunnels' convert!!!)
You DON'T need a clickfunnels' account to read this book, but you might want one after you've read it. If you want to become a better marketer, a better salesperson, 10X your business and successfully SELL your services, Russell Brunson will save your life.
June 12, 2019
this is one of those 6 star books, a great reference worthy of being on a bookshelf in an easy to reach location.
I have to say I'm gonna probably reread several times along my sales funnel creation journey, because it is just so jam packed full of things you can apply and I'm barely at the beginning in terms of getting it all working. Like I have some ideas about my dream customers, and value ladder, and have some prototype sales funnel, but still have a ways to go before it's complete enough that I can start converting people and using all the strategies. Like I still have to write out a soap opera, and get a decent mailing list together.
Also have to do research on competitors and see their sales funnels, though I'm not sure what the sales funnels of meditation/englightenment guru's are, or if they even exist, but I'll have to enter some search keywords as he said and find what I can.
Overall this is probably the best sales funnel book I've read, and I'm thinking of re-reading Expert Secrets cause perhaps it will make more sense, and I can get it a little bit more into my head.
I also like Tony Robbins and Richard Branson, and this guy knows and mentions both of them a lot, so that's super cool also.
I have to say I'm gonna probably reread several times along my sales funnel creation journey, because it is just so jam packed full of things you can apply and I'm barely at the beginning in terms of getting it all working. Like I have some ideas about my dream customers, and value ladder, and have some prototype sales funnel, but still have a ways to go before it's complete enough that I can start converting people and using all the strategies. Like I still have to write out a soap opera, and get a decent mailing list together.
Also have to do research on competitors and see their sales funnels, though I'm not sure what the sales funnels of meditation/englightenment guru's are, or if they even exist, but I'll have to enter some search keywords as he said and find what I can.
Overall this is probably the best sales funnel book I've read, and I'm thinking of re-reading Expert Secrets cause perhaps it will make more sense, and I can get it a little bit more into my head.
I also like Tony Robbins and Richard Branson, and this guy knows and mentions both of them a lot, so that's super cool also.
December 14, 2017
This book is about marketing online and it does have some useful material specific to the techniques you can use to get from marketing to sales. They are only useful so far as your product or service can do to help the customer. You must first create a product or service that is of real value to your customer, which only you can do that (not this book), because if you have something to sell but is of little value to the customer, all of these "tools" will amount to nothing and it may even backfire on you if you use these techniques.
If you honestly believe that you already have a good product or service that will truly be of value to your customers and you are wondering why you are not selling any, then by all means read this book, it could help - if your business is about selling books or training on "How to..."
If you honestly believe that you already have a good product or service that will truly be of value to your customers and you are wondering why you are not selling any, then by all means read this book, it could help - if your business is about selling books or training on "How to..."
December 30, 2019
Really enjoyed this book. Everything is actionable, easy to understand, and backed up with an example. Russell makes every idea brutally simple. Russell consistently uses the techniques he discusses to market his own products throughout the book in an unobtrusive way.
I bought this book through a free+shipping offer and now am interested in more of the services Russell offers.
Definitely planning on looking back at this book for ideas, strategies and frameworks for sales and marketing. Would recommend for anybody interested in digital marketing.
I bought this book through a free+shipping offer and now am interested in more of the services Russell offers.
Definitely planning on looking back at this book for ideas, strategies and frameworks for sales and marketing. Would recommend for anybody interested in digital marketing.
March 26, 2020
I think there are some interesting insights in this book in regards to online marketing. A lot of it really is back to basics online marketing 101.
At it's core it is a sales letter trying to get you to use Russell's ClickFunnels product. In my opinion this is completely fine since the book has some value.
At it's core it is a sales letter trying to get you to use Russell's ClickFunnels product. In my opinion this is completely fine since the book has some value.
September 13, 2015
Great book! picked up excellent ideas and a easy read!!!
Russell has a great style of writing. I learned a lot even after having been an online marketer now for over 13 years. Got some great new ideas!
Russell has a great style of writing. I learned a lot even after having been an online marketer now for over 13 years. Got some great new ideas!
February 7, 2017
I'm glad I finally finished this book. Lots of great information in here. Sure, you can find a lot of it on the web but I appreciated having in one giant "playbook" that I can review at my leisure.
Russell definitely knows his stuff and this book definitely shows it.
Russell definitely knows his stuff and this book definitely shows it.
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