Author: Russell Brunson
Publisher: Morgan James Publishing
Published: April 2015
Format: Paperback, eBook
DotCom Secrets by Russell Brunson
In Dan Kennedy's forward to this free book, he says the following:
“While teaching you about the ‘shiny' secrets of the Internet, he [Russell Brunson] shows you how to build these tactics and strategies into your business on solid ground – tactics and strategies founded in true direct-response marketing. It is your responsibility to resist the seduction of short-lived, bright and shiny lures….”
Dan goes on to say:
“This book offers solid ground in the very ethreal world of online marketing and concepts. …..”
“…. In truth, this is a solid book about reliable marketing ‘secrets' that can be applied to ‘dot.com' business activities…..”
So what is the DotCom Secrets all about?
In the introduction, Russell himself refers to the book as “a playbook for creating marketing funnels…… It is an evergreen guide.” But it is actually far more than that.
The book is divided into five sections, each covering the essential elements of creating highly effective and scaleable systems for any online business. The principles are so fundamental to direct-response marketing, that they can equally be applied to offline business models.
Section one covers the understanding behind your target market and what you have to offer them. It covers how to identify your products and services and how to effectively position them within a ‘value ladder'. Once determined, the process of translating them into a funnel, is described.
The final part of this section, covers how to find your dream clients/customers and how to entice them to your funnel. Russell then covers the basics of the three types of ‘traffic' and how they will interact with your funnel.
The second section of DotCom Secrets, explores the basics surrounding highly effective communication between you and your dream customer; developing the elements, identity and storyline of an ‘attractive character' that you can use as the basis of your communications via pretty much any form of media. Russell then goes on to explain the importance of building a bond with potential clients joining your email list, by what he terms a ‘soap opera sequence' of automated emails. To end this section, there is a great insight as to how Russell dramatically increased his level of email opens, click-throughs and sales, using his ‘daily Sinfield sequence' (I'll leave that one to your imagination, or you can get the book and read it for yourself).
DotCom Secrets, Section three dives into the workings of a sales funnel. You are taken through how to reverse engineer a successful funnel, followed by an examination of the key phases to a funnel. Russell then offers a detailed description of the key building blocks that he uses when building his own marketing funnels, and explains how each one works and how it connects into the funnel structure. He talks about qualifying subscribers and buyers within the funnel flow and then how to identify and handle ‘hot buyers'. He compares the difference between front-end and back-end funnels and also takes a closer look at what is the best form of ‘bait' to initially attract that ‘hot buyer' to your funnel.
Section four breaks down in much more detail, the frameworks and sales scripts behind various different types of funnels. Three types of front-end funnels are examined first, each giving a clear explanation of why the funnels are used, how they work, and the specific script that should be used for each one. Each script is psychologically formulated in such a way as to guide a customer down the funnel in a completely natural and ethical way.
The next level of funnels covered, are aimed at the mid-range spectrum in your value ladder, and look at a further three types; two webinar based funnels and a product launch. Again, the script frameworks describe the psychology through each funnel process.
The last funnel to be examined revolves around the high-ticket back end offer in your value ladder, and because of the high costs involved, the process is significantly different to the methods employed in the previous types of funnel. Here, Russell devotes a whole chapter of the book to the intricacies and psychology behind this three step funnel. If you are thinking of creating high ticket products or services, then this chapter alone is worth a fortune!
The very last section in DotCom Secrets is short. Spanning only four pages, Russell briefly introduces one of his flagship products, ClickFunnels, that is specifically designed to construct entire marketing funnels at varying levels of complexity, with a dedicated platform that contains all the building blocks required for every stage you can think of.
If you need a comprehensive reference on how to design an Internet business model that will absolutely maximise the profit generating potential of your product offering, and one that you can scale at any time, then I would highly recommend this publication. No only is it free (you only need to pay the shipping cost), but every element, technique and strategy described within it's pages, has been (or is still being used) by Russell in his own business, which makes the value of the books content even grater.
The brief but unashamed promotion at the end of the book, in no way detracts from the content of the rest of this superb reference resource. I predict that this is one that you will return to time and time again as your business grows and you are ready to implement the next stage of growth.
I hope you have enjoyed this review of Russell Brunson's DotCom Secrets, and if you find any of my opinions interesting, or you would like to leave your own mini review of this book, I encourage you to leave a comment below.
Until next time,