Wealthy Affiliate University - Get started now for FREE!

DotCom Secrets

February 15, 2016

DotCom Secrets Book Review DotCom Secrets - IMBookReviews

Title: DotCom Secrets – The Underground Playbook For Growing Your Company Online

Author: Russell Brunson

Publisher: Morgan James Publishing

Published: April 2015

ISBN-10: 1-63047-477-0

ISBN-13: 978-1-63047-477-5

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,


You may also like the following reviews:


  • Maurice February 16, 2016 at 2:53 pm

    Does this stuff really work? When I see stuff like shiny secrets on the internet my alarm bell goes off. But if you say so I believe you. You seem honest and thoughful in your review. For how long have you been doing this? I like the way you write your review. Engaging and compelling to the target audience for sure

    • Chris February 16, 2016 at 3:30 pm

      Hi Maurice, if you’re asking whether the strategies and techniques described in DotCom Secrets, work, then the answer is definitely yes they do! I’ve been involved in Internet Marketing for long enough to realise there are many ‘bright shiny objects’ being promoted on the web, that only distract you from your true path. But if you approach them with due diligence and clear focus, they can prove beneficial as well. That’s why I started this review site, to try and help sift out the wheat from the chaff – so to speak.

  • Neil July 18, 2016 at 9:35 am

    With so many dotcom millionaires out there, I’ve always wondered what exactly they do on the internet to earn their fortunes.

    From reading about the chapters of the book, The DotCom secrets certainly seems like great read, especially when I want to start making money on the internet. 🙂

    I’ll certainly check out your recommendation, Chris!


    Here’s to becoming rich on the net 😉


    • Chris July 19, 2016 at 11:49 am

      I highly recommend this book Neil, it is definitely one for your bookshelf. You’ll learn a lot of very useful techniques.

  • Nick February 21, 2017 at 2:56 pm

    This seems like a really good resource to have on hand for anyone with a website (which is everyone these days!). I’m surprised that he is giving his book away for free! Maybe that’s one of the successful tactics that he talks about in his book?

    I took some marketing classes when I was in college, but they don’t really give you the information that actually works in the real world. You have to learn from a person who is doing it in their own business and making money if you want to know how to succeed.

    • Chris February 21, 2017 at 3:22 pm

      DotCom Secrets is certainly a great resource and as for Russell Brunson giving the book away for free, this is a technique that works for many great marketers; provide enough high value content for free and gain the trust and respect of those you give it to. The key to the strategy is ensuring the content is high value, if it is not, then the whole exercise could backfire on you 🙂

Leave a Reply

Your email address will not be published. Required fields are marked *