If you are looking for a book to read that will take your online marketing skills to the next level, then you are in luck. Selling online is quite different from face-to-face or brick and mortar sales. If you have not done it before, you’ll face a steep learning curve.
There is someone who is an expert on the topic and has created successful online businesses. I am talking about Russell Brunson. He can definitely explain what works and what does not in selling products online. Russell is the author of a book called DotCom Secrets: The Underground Playbook For Growing Your Company Online. This review will tell you why it is a must-have for your collection.
Who is the Author of DotCom Secrets?
Russell Brunson is a highly successful online entrepreneur. His first online success was back in college, where he sold DVDs teaching people how to make potato guns. From there, he started selling everything from t-shirts to supplements.
He co-founded Etison LLC in 2014, where they launched the hugely successful ClickFunnels software.
Part of the reason why the software is so successful is that Russell created an entire ecosystem around ClickFunnels. This includes books like DotCom Secrets, as well as information products and live events. According to an article from Forbes, Etison LLC is now a 360 million dollar business. That article was way back in 2017, since then ClickFunnels have grown substantially. More impressively, the company was entirely self-funded.
He has copious amounts of knowledge that he shares, but it is how he shares it, that makes him special. Russell focuses on making his knowledge something that an average person can understand. It’s not just about technobabble and attempting to show that he is the smartest person around. By building a plan with simple, actionable steps, he helps his clients and students actually achieve their goals.
Who Should Read DotCom Secrets?
This book is for anyone who is interested in learning what is necessary to make a business successful online. The book was initially published in 2015, but the advice and strategies it provides, hold as true today as it did then. If you are planning on starting an online business, or you’re currently running one, this is a must-have book on your shelf. DotCom Secrets is what I would call a complete blueprint for running your online business.
At just over 250 pages, DotCom Secrets is an easy read and Russell’s writing is very enjoyable. He provides excellent and useful examples that help make his points clear. Real-world stories from his own trials and tribulations help clearly explain the “secrets”. You will get a ton of actionable advice from reading this book.
DotCom Secrets provides smart insights and strategies to:
- Existing business owners: If you haven’t started a business at all or have no business idea, the book may not be relevant to you.
- Product owners: If you have an existing product already, then you can learn strategies to double or even triple your sales.
- Confident marketers: If you’re willing to take steps that may challenge your idea of business, then you should use DotCom Secrets as a reference.
What is DotCom Secrets?
While DotCom Secrets 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 an easy read.
He fills the pages with examples and stories of his own business, and he does 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.
How Is DotCom Secrets Different From Expert Secrets & Traffic Secrets?
Sure, there are some differences between Dotcom Secrets and Expert Secrets. Both books are relevant to lifestyle entrepreneurs, business owners and online marketers — since they complement each other and provide for starting and growing a successful business.
DotCom Secrets outlines a step-by-step process to structure your business effectively. You get to learn how to deliver your message and communicate value in a way that makes people want to pay you.
Expert Secrets gives actionable examples, illustrations, and stories that help you find your voice, build a loyal fan base and get paid to share messages that will change someone else’s life.
Both books are recommended to business owners who want to become more successful in their industries. Entrepreneurs who are built to see opportunities in competition instead of pain will benefit from this book.
What’s In the DotCome Secrets Book?
DotCom Secrets Review: An In-Depth Look Inside
The Dotcom Secrets book is organized into 5 sections that outline the simple marketing processes and how to implement them.
Section One: Ladders and Funnels
Russell started the first section of DotCom Secrets with “Ladders and Funnels.” He also reveals five (5) marketing secrets. Let’s go over them:
Secret 1: The Secret Formula
First, you need to have a full understanding of where you want your business. How does this understanding help your customers and clients?
This will help you to serve them better — instead of trying to find out their pain points, how desperate they need solutions, and what they’re willing to pay.
In the secret formula, four simple questions were outlined in a step-by-step order inside the DotCom Secrets book:
- Who are your dream clients?
- How do you find them?
- How do you attract them without being pushy?
- What benefit will they get from your business?
You’ll find answers to these questions and more in the first secret.
Secret 2: The Value Ladder
Value is key when it comes to building a sustainable business. If there’s no value, customers and clients will leave.
That’s why Russell invested a ton of time in dissecting the steps that you need to follow to navigate your dream customer from taking the “bait” (starting point of your ladder) to where they want to be.
This secret is referred to as “taking them through your value ladder.”
When you successfully structure the value ladder, you’ll not only make more money; you’ll also provide your customers with a more customized solution. They’ll love you for this.
Secret 3: From A Ladder To A Funnel
This secret is where the magic happens. It’s like an epiphany that changes everything you already know about growing a profitable business. You’ll get started with building out your own sales funnel and the psychology behind a profitable funnel.
It goes beyond the product you’re selling or how they’re priced. There’s a lot more…
You need to have a complete value ladder in place. It’s like your infallible system for making sales on autopilot. You may not be able to build a high-converting sales funnel if you don’t have an effective value adder mapped out.
The sales funnel is important and has changed the way entrepreneurs and businesses approach sales online.
It works because it takes into account the customers’ behaviors — and moves them through the different steps of your value ladder until they’re ready to purchase your product — willingly.
Secret 4: How to Find Your Dream Customers
You have a target market. Unfortunately, you may not know how to identify or serve them. That’s why knowing how to define your target market is important.
This secret outlines where your target market (i.e., customers who are ready to purchase your product) are spending most of their time online. Discover the tricks to divert their attention to your sales funnel. This is gold!
You’ll be armed with the strategies that work to get a customer to leave whatever they’re doing and check out your page.
Every online entrepreneur needs to learn and master these strategies. Russell makes it easy in DotCom Secrets.
Secret 5: The Three Types of Traffic
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:
- Traffic we control
- The traffic we don’t control
- Traffic we own
Section Two: Your Communication Funnel
In this section, Russell digs deeper into the processes involved in building an audience by leveraging more advanced personal branding tactics, the secrets to communicating well with your audience that will lead to a sale.
Make sure you don’t skip this section while reading DotCom Secrets.
Secret 6: The Attractive Character
There’s a secret to building a confident and attractive character.
As a business owner, you can’t go wrong when you finally establish an attractive character. When you’re successful at it, it means you can add more qualified customers to your email list and launch a successful product that people are willing and ready to purchase right away.
In creating that attractive character, Russell Brunson defines the three components you must keep in check, which is split into three (3) categories:
- The Elements
- The Identity
DotCom Secrets shows you how to create an attractive character using these components and their elements, and identify the best way to communicate your captivating stories that will get the sales coming in.
Secret 7: The Soap Opera Sequence
This “secret” comes from the previous part of Dotcom Secrets. It’s all about creating a bond and a sort of rapport between the Attractive Character and the target market via a traffic source we own: Email. The Soap Opera Sequence comprises a series of email sequences that help to connect and establish an instant relationship between you and the person reading your email. Russell credits Andre Chaperon (creator of Autoresponder Madness) for coming up with the Soap Opera Email Sequence.
Section Three; Funnelology
Just when you think you’ve learned everything you need to about funnels, Russell gives you even more. The third section of the book is all about funnels. Russell talks about how to create them, how to manage them, and how to use them in the best possible way so you can see the best results.
Perhaps the coolest is how Russell goes into details about the building blocks of a funnel, including how best they should be used and where they should be placed for maximum impact.
Section Four; Funnels and Scripts
While you might have thought you’d learned everything you needed to about sales funnels, email funnels, communication funnels and just funnels in general, Russell goes further yet again. This time though, it is about how to make those funnels work for you through the use of scripts.
In the subsection on webinars, for example, Russell walks you through the different email scripts you should use to make your webinars successful. He also talks about the different types of funnels like frontend funnel, middle and value ladder funnel, and backend funnels.
Section Five; ClickFunnels
In the last section, Russell shows you the power of ClickFunnels. It’s the software for creating the types of sales funnels that Russell has been teaching you in the book.
Where to Get Dotcom Secrets?
If the information I have provided to you makes you at all excited, you are going to love the next part. This book and all of the knowledge that it provides to you is free! All you need to do is pay for shipping and handling.
Even better, when you purchase directly from Russell’s website, you actually get an opportunity to see his 2-step free plus shipping funnel in action. This is a great introduction to how simple funnels work and you can take this understanding into the creation of your own funnel.
There you have it for the review (and summary) of the book! I highly recommend this book if you’re interested in digital marketing. This book gives you a lot of the tools that you need to be successful in the online marketing world.