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Russell Brunson launched DotCom Secrets in February, 2015. The first book in Russell's "trinity" (along with Expert Secrets and Traffic Secrets) introduced marketers and entrepreneurs to online sales funnels - and the science behind them.
In May of 2020, the ClickFunnels CEO gave the book a complete overhaul, editing more than 70% of the book and adding over 137 pages of new content related to marketing, sales, funnels, and covervison strategies.
In our DotCom Secrets review, we’ll take a look at the author, the ideas taught in the book, and review how they’ll help your new business thrive online. Let's get started!
About the Author - Russell Brunson
Russell Brunson is the CEO and co-founder of the SaaS company ClickFunnels. In just five short years, Russell has taken his little company from a self-funded startup and built it into a the category king of sales funnel software.
At the time of this writing, ClickFunnels has more than 126,000 members paying between $97-$297 a month to use his software.
They've built this company from the ground up using... sales funnels. DotCom Secrets reveals the "science" behind their success in building this empire.
The book is broken down into 28 chapters or "secrets." We'll take a look at some of the concepts outlined in the book...
Sales Funnel Secrets
A lot is covered in the first section of the book. Once concept Russell Brunson introduces is the idea of a value ladder.
While it would be amazing to just sell your most valuable product to every customer as soon as they first land on your website, odds are they’re not confident enough in you or your product to make such an investment.
DotCom Secrets reviews how to develop a long-term relationship with your customer. In concept, the value ladder is simple: you introduce new customers to your business through low-ticket (low risk) products or services.
People are bombarded with marketing and sales messages all day... With a free or inexpensive offer, ideally you'll make a little bit of profit. But the real reason for this product is to bring people into your funnel - and earn the opportunity to win their trust, loyalty, and future business.
Over-deliver on this inexpensive offer (the bottom of your value ladder).
This is their first impression of you. Now that they're in your "funnel," and you've demonstrated value, some of these customers will buy again… and purchase one of your more expensive products, but likely not the most expensive one.
As you continue to nurture your audience, a percentage will continue to climb up your value ladder and purchase your most expensive products.
Don't know where to begin? DotCom Secrets reveals how to pull this off. Properly set up, these systems funnel your customers through the sale process with the objective of getting as many of them to the top of your value ladder.
The Attractive Character
When building up your funnel, you need to make sure that you relate and communicate with your audience in every way possible, says Brunson.
The first step towards this is building an attractive character, one that people will identify with and want to buy from.
DotCom Secrets reviews the proper way build this character, which must have 4 important elements. For example, they must:
- Be polarizing: Take a stance that may not be popular with everyone, but resonates with your ideal customer,
- Have character flaws: People like and connect with REAL people. Don't be afraid to be yourself - and be human...
- Speak in parables: People make sense of the world through story-telling. Don't explain complicated topics with "techno-babble." Communicate via stores that people can relate to.
- Have a relatable backstory: Where you once in your customer's shoes? Let them know that you get them because you have a similar background or struggle, etc...
Of course, this Dotcom Secrets review can't go into full detail - but it's all outlined in the book.
But it’s not just building up a character and selling products. Russell Brunson shows how he keeps his audience engaged - and interested in him and his products. This customer retention and nurturing process is mainly through email marketing.
Russell explains concepts such as the "Soap Opera Sequence." If you're only using email to SELL products to your audience, you need to read this chapter.
He reveals how to engage, connect, and be interesting. If you can understand the ideas Russell puts out in this chapter, you'll be able to build real relationships with your customer.
As important as the Soap Opera Sequence is his Daily Seinfeld Sequence. It's all in the book and it's proven concepts that keep customers opening his emails, and buying more products.
In our DotCom secrets review, we won’t be able to go into the exact details, but the most important factor in this is simple: keep your customers entertained. Needless to say, the book details all of this in a way that's easy to understand and implement.
The 7 Phases of a Funnel
Why reinvent the wheel when there are other tested success stories you can work with? Russell Brunson explains "funnel hacking," and how to research your competition instead of just starting from scratch.
DotCom Secrets reviews the 7 phases that most successful funnels use so you can properly understand them and make them as effective as possible for your marketing plan.
In this chapter, Brunson does not hold back on the content at all. He breaks it all down in simple terms so that you can implement it in your business.
Funnels in the Value Ladder
Not only does Russell explain funnels in general, he explains in detail his own success stories, and gives you the necessary examples so you can use them for yourself. You’ll find templates, examples and other things that will help you along the way.
He doesn’t hold back on the examples, explaining ten funnels that he has personally used to much success. He proves the effectiveness of his methods by showing you how he used them with the book, and he goes over the way in which DotCom Secrets analyzed the data and was promoted through a sales funnel.
A quick look at some of the funnels he discusses in the book…
- Lead "Squeeze" Funnels
- Survey Funnels
- Summit Funnels
- Book Funnels
- "Challenge" Funnels
- Cart Funnels
He explains how to use presentation funnels to sell higher ticket products or services. He shows the Video Sales Letter Funnel, the Webinar Funnel, and more...
Much of the third section of the book is about sales copy or "scripts" for your funnels. There are roughly eight funnel script templates. He reveals them all inside this section of the book. Some examples are:
- The "Who, What, Why, How" Script
- The "Perfect Webinar" Script
- The "Star, Story, Solution" Script
- The "Four Question Close" Script
Building Your Funnels
As one of the top marketers today, Russell Brunson provides a ton of advice in this free ($9.95 for shipping) book. DotCom Secrets is of course, a product at the low end of his value ladder - where he overdelivers and also promotes his higher ticket products and services.
DotCom Secrets teaches everything you need to launch a successful sales funnel - and directs you to ClickFunnels so that you can launch or grow your business and start building funnels.
Some people that entered his funnel with the inexpensive book will move to the next stage of his value ladder and start using ClickFunnels. To learn more about the ClickFunnels software, click here to Read Our ClickFunnels Review.
If you have not read the new and updated version of DotCom Secrets, I'd suggest getting your hands on it, and entering Russell's funnel. Start getting his emails, and learn what he's doing in his marketing. Look at what he's doing and model it in your own business.
There is no better way to learn the psychology behind an effective sales funnel then actually going through the funnel yourself.
Dotcom Secrets Review: Wrap-Up
The book goes over all of the important first steps you need to take so you can sell your products online. So much was added in the new hardcover edition. If you've read this book before, I recommend that you pick it up again.
It's updated for 2020, and worth the small cost of the book to get the updated information. This book is what started it all for ClickFunnels. DotCom Secrets is the first entry point front-end funnel to what is now a multi-million dollar enterprise. This book is a 'behind the curtain' look at how he does it... It's definitely worth a lot more than the $10 cost of shipping.
Disclosure: I am an independent ClickFunnels Affiliate, not an employee. I receive referral payments from ClickFunnels. The opinions expressed here are my own and are not official statements of ClickFunnels or its parent company, Etison LLC. View full Disclosure here.