DotCom Secrets by Russell Brunson (Review)

If you've been looking for a book to read that will take your marketing skills to the next level, then keep reading this. I recently finished reading DotCom Secrets by Russell Brunson. It was my second time reading the book and I learned, even more, reading it the second time around. It’s one of those books that you have to read multiple times to fully grasp.

And even then, it’s still not enough. Brunson said in the introduction of the book that his goal was to keep the book evergreen for years and years to come. By evergreen, he wants to keep the book relevant. Even with marketing methods constantly changing, this book will remain incredibly useful in marketing no matter the year (maybe not the year 2700, but you never know).

What’s in the book?

In the book, there are 5 different sections.

Section One; Ladders and Funnels

In this section, Brunson talks about value ladders and funnels.

The value ladder is what you’re selling to your consumers. So to use the example in the book, the value ladder for a dentist would look something like this:

1. Teeth cleaning

2. Whitening

3. Retainer

4. Cosmetic

Those 4 steps in this particular value ladder are examples of what a dentist can offer.

The consumer comes in for regular tooth cleaning. Then the dentist says that your teeth could be whitened a little bit. So he then up-sells you on teeth whitening. And then after the whitening, he up-sells the retainer by saying that you could benefit from the use of a retainer. And finally, the dentist says that you can benefit from cosmetic dentistry.

With each step up the ladder, the price goes up and up.

Think of your business and see what you can include in your value ladder.

Funnels

In the other parts of this section, Russell tells you how to best go about starting your sales funnel(s).

A funnel moves people through the sales process. The goal is to have them enter the funnel and convert as many of them as possible and have them come back for more.

But before all of that, you first have to figure out who your dream customers are. Russell made it pretty clear in the book that without this knowledge, you will not succeed in running successful funnels.

I’m not going to try and spoil too much for you, but the last part of section one is “the three types of traffic”.

The three types of traffic are 1. traffic you control 2. traffic you don’t control 3. traffic you own.

Brunson goes into great detail on the three types of traffic so I suggest you check out the book for yourself (click here for the DotCom Secrets).

Section Two; Your Communication / Follow-up Funnel

In this section, Brunson discusses the attractive character and what it means for your funnels (if you don’t have an attractive character, then your funnels won’t be successful).

The attractive character is someone consumers can relate to (i.e someone who was in a similar position as the consumer, or an influencer of sorts).

Brunson also discusses the proper emails you need to send to your consumers after they have signed up for your email list. He even gives you scripts!

Before he closes out the chapter, he gives you his “daily Seinfeld sequence” for emails. Who doesn’t love Seinfeld?? This chapter was pure gold, so again, I suggest you pick up a copy of the book to find out more!

Section Three; Funnelology Leading Your Customers to the Sale (Over and Over Again)

This section is all about funnels. How to create them, how to manage them, how to use them in the best possible way so you can see the best results.

He talks about the different types of funnels and the proper way to use each of those, where to place them, and he talks about the building blocks of a funnel which was really cool to see.

I was surprised by just how much information he gave away in this section. He could’ve held back a little bit, but he went full throttle in providing detail.

Section Four; Funnels and Scripts

In this section, Brunson discusses the different types of offers you can do for your funnels.

Do you know what else he does in this section? He gives more email scripts!

The scripts he gives work for the different types of funnels you run. For instance; there is a chapter in this section titled “The Perfect Webinar” and in that chapter, he gives you email scripts that work well for webinars that you are hosting.

And finally, he goes into greater detail about the different types of funnels (i.e frontend funnel, middle and value ladder funnel, and backend funnels).

Section Five; Clickfunnels

In the last section, he shows you the power of Clickfunnels. For those of you who don’t know what Clickfunnels is, it is simply a website where you can pick and choose templates for a funnel and edit it to your liking.

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Conclusion

There you have it for the review (and short 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. Tell me what you think of the book!

Thanks for reading! Comment below, I’d love to hear your thoughts!