If you’re in business, you need to know how to market yourself online. It’s fair to say the author of DotComSecrets Book, Russell Brunson, is up there with the very best online marketers.
I’ve just finished reading it and as someone who has read a lot of marketing books, this is one of my favourites. There was a great mixture of both theory and actionable steps.
After every chapter, I’d sit down and make a list of things to go and do… not many books have made me do that.
I’m not gonna lie, I was a bit wary that the book might be too guru-y… but it wasn’t at all, thankfully.
In this article I’m going to share my top three takeaways from DotComSecrets Book, by Russell Brunson.
|Table of contents|
|What is DotCom Secrets?|
|DotComSecrets Book: OVERVIEW|
|DotComSecrets : Free Ebook|
While DotComSecrets Book was published back in 2015, I still find that most of the strategies that Russell talks about in this book still hold true today.
It contains a ton of actionable advice and if you’re looking to sell anything online, I really recommend that you grab a copy of this book and keep it as a reference.
The book is only 254 pages long, and Russell has a very charming, engaging style that makes the book and easy read.
He fills the pages with examples and stories of his own business, and he does a really an excellent job explaining the different “secrets” that are inside the book.
At the time of this post, the book has a 4.5-star rating with more than 500 reviews on Amazon.
Section 1: Ladders and Funnels
To start the book Russell introduces you to the concept of the value ladder. This is a visual mapping of all the products/services you can offer to your dream client, in ascending order of price.
Ideally, you would like to sell people your best, most expensive product right? But it’s unlikely someone would buy that from you if they didn’t know who you were yet.
With a value ladder, you can offer something to people at a lower price point, where they are more willing to pull out their wallets.
Then once you demonstrate the value you can actually provide, you’ll get a certain percentage of buyers climbing up your ladder to purchase your more expensive, but more value-packed products.
Russell then introduces the concept of a sales funnel. This is the online process you need to setup to have customers ascend the levels of your value ladder.
This is just a quick intro as rest of the book goes into more detail about the strategy and psychology for building out your sales funnels.
Section 2: Your Communication Funnel
The next section is all about communicating with your audience.
First, Russell talks about creating an Attractive Character.
This is all about coming up with an online persona that will attract people to you and help you build a following. These are your loyal fans who will be the ones to rush out to buy your products.
There are 4 elements you need for an attractive character:
Russell goes into detail about each and shares several examples to help understand what he means.
The second half of the chapter describes two of the most effective email marketing strategies for keeping your list engaged.
The first is called the Soap Opera Sequence. Its purpose is to help you bond your new leads with your attractive character. The key idea behind this sequence is to keep each email open-ended and entertaining.
By doing this your subscribers will WANT to open every one of your emails.
Russell shares one of the 5 email soap opera sequences that he uses, and he explains his thinking behind each email so you can adapt them to your own sequence.
The next email strategy is the Daily Seinfeld Sequence. These are the emails you need to be sending to maintain your relationship with your subscribers.
Because if you don’t interact with your list on a regular basis, they are going to forget about you and your future marketing efforts will decrease in effectiveness.
What makes the daily Seinfeld emails work is that they are entertaining. So each email is 10% content and 90% entertainment. Start doing this and you will see your open rates, click rates, and conversations dramatically increase.
Section 3: “Funnelology”
The third section of DotCom Secrets is all about funnel fundamentals and the strategies behind a successful funnel.
One of the important points that Russell emphasizes here is that you shouldn’t start from scratch when creating a funnel.
It’s highly likely that people in your target market have already created successful sales funnels. So leverage their experience when creating your own.
To do this, Russell highlights the 5 elements of any successful campaign, and he teaches you how to reverse engineer your competitor’s funnels.
Next, Russell goes into the 7 phases of a funnel.
Here’s a quote from Russell that highlights why you need to understand each phase:
“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 different points along the line”
One of my biggest takeaways in this section was the importance of setting up a pre-frame. To maximize your success, you need to properly set your visitor’s state of mind prior to every step of your sales funnel.
To do this, you will need to know your traffic’s temperature so you can create the proper pre-frame bridge.
Then you need to qualify your subscribers, buyers and your VIP buyers (the big spenders!).
Understanding (and implementing) all these steps will help you get the most value possible from each subscriber, while also delivering them maximum value.
The last part of this section, Russell goes over the twenty-three building blocks of a funnel. He likens creating a funnel to playing with a set of lego blocks.
So creating a funnel for your business is a matter of mixing and matching the different blocks together.
Section 4: Funnels and Scripts
I found section four to be the real gem of the book. This is where Russell goes into detail about some of his best sales funnels.
We learn the psychology he uses behind each funnel and how they work. Then, most helpful of all, he provides you with fill in the blank templates so you can implement each funnel for your own business.
He also goes over the specific rules he uses for structuring the perfect One Time Offer (OTO). This is important because the OTO’s are where you really make the true profit from your funnel.
The seven funnels he goes into are the:
What I like is that these funnels are based on Russell’s own real-world experience with them.
For example, the Two Step – Free plus shipping funnel is the exact same funnel he uses to sell DotCom Secrets (and ClickFunnels) himself.
It’s kind of funny. He built a funnel to sell ClickFunnels, using ClickFunnels. It’s a great example of eating your own dog food.
Section 5: ClickFunnels
The last section of DotCom Secrets is basically a short advertisement for ClickFunnels. As mentioned earlier, it’s the software for creating the types of sales funnels that Russell has been teaching you in the book.
There’s not much meat to this last section, but you can read my ClickFunnels review here for a more detailed look at how it works.
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