Written by Lewis Ramsier in Product Reviews

There are many marketing books out in the world these days and it can be daunting or confusing as to which ones will actually benefit your business.

Well I’m sure you have probably seen and heard a lot about DotCom Secrets in your endeavours and wondered is it actually worth the read?

Especially with it being a free book you might think it’s just another rushed book to grow brand awareness and normally I would agree but…

DotCom Secrets is different.

DotCom Secrets Honest Review

So I will be honest im not much of a reader when it comes to traditional books fact or fiction however with that being said I have always got time for a good business or marketing book. So I’m sure if like me you are in to business and marketing the chances are you would have heard of this book.. But is it actually any good?

Well the short answer… yes extremely and hopefully I will do the book justice with my review.

What is DotCom Secrets?

DotCom Secrets is a book all about online marketing. The book was published in 2015 which I understand might put people off from reading this thinking the techniques/ teachings to be outdated. Personally I haven’t noticed this to be true at all, I often find myself referring back to this book and using the methods and techniques. The book is 254 pages which really isn’t that much of a challenge even for the slower readers such as myself, there is also plenty of annotations and images scattered throughout and with such a charming witty writing style you really can lose yourself reading this book.

The book has been put together by one of the best online marketers of the present day and it is made up with examples, stories, trials and tribulations from his own experiences and businesses. With over a decade of experience, over 1000 unique split tests and tens of millions of visitors across his online businesses he breaks down exactly what works and what doesn’t. With this any business or company can master the fine art of online marketing.

So I appreciate to have any real affinity to a book you probably want to know who this author is?

Who Wrote DotCom Secrets

DotCom Secrets was written by Russell Brunson for those of you who don’t know is arguably one of the best marketers in this current day. He is the owner and face of ClickFunnels and lets be honest being in the industry we are in you must of seen a clickfunnels ad and most likely Russell’s big smiling face. So as I said Russell is the CEO of ClickFunnels which is estimated to turn over in excess of $30 Million a month thus equating to over $360 Million a year (Not to be shabby if you ask me) On top of this ClickFunnels and more specifically Russell Brunson did this with absolutely no venture capital funding. It was reported that Russell Brunson was able to take ClickFunnels from $0 to over $100 Million in just 3 years. So I think it is fair to say that he is amply qualified to write a book about online marketing.

What can you find inside DotCom Secrets

Now I obviously can’t go into ever infinite detail in this book otherwise I may as well rewrite his book myself, but I can give a brief overview.

Section 1: Understanding the value ladder

To kick off his book Russell Brunson goes into detail about the idea of the value ladder. In short, most companies want to sell their premium or high end product straight away but this often isn’t the case with any business, especially if with cold traffic. When you are landing in front of people who aren’t necessarily looking for what you’re offering and then you try and pitch them your most expensive product you can see why people often won’t jump at this. The number one thing that makes people get out their wallets to make a large investment is trust. To put it simply, rather than trying to sell your most premium product right off the bat you want to take them through what is known as a value ladder to build trust first.

You want to start by offering people something at a lower price point or sometimes even free so people are more willing to purchase or give you a chance. This allows you to demonstrate the value you can actually provide, from there you can move on to the next step in the ‘ladder’ which will be a slightly higher priced item. As the ladder progresses so does the cost. 

By taking customers through this process it allows them to build an element of trust for your company/ brand and with added trust comes added sales and higher conversion rates.

The thing that makes this book much more valuable is Russell actually goes on to give real business examples where he has implemented this and shares his results.

There is a lot of strategy and psychology that goes into building successful sales funnels and using the value ladder and Russell goes into great detail about each step and exactly how you can implement them. 

 Section 2: The Attractive Character and Email Marketing

This section opens up by talking about how you should communicate with your audience. More specifically he talks about the idea of what he calls ‘The Attractive Character’. This Attractive Character can either be you if you share these traits or you can create an online persona to replace you and fit the bill.

The attractive character has 4 parts

1. A captivating backstory
2. The ability to speak in parables
3. Confident enough to share personal character flaws
4. Be a polarizing figure

The 4 traits/ skills get picked apart and broken down in finite detail by Russell so you can truly understand what he means and what it takes to adopt these skills/ traits.

The second part of this chapter covers the importance of email marketing and email marketing strategies that he has found to be the most successful.

The first strategy is known as the Soap opera sequence. As you can probably guess the purpose of the soap opera sequence is to draw your leads but leave each email open enough that your audience keeps coming back for the next episode (email). He singles out one of the soap opera sequences that he uses and breaks down the psychology of it and why and how he thinks he works.

The next email strategy that he touches on is known as ‘The Daily Seinfeld Sequence’  which if you happen to be subscribed to Russell on youtube the name may sound very familiar as he recently put out a video talking about copy and the Seinfeld strategy.

The core principle of this is to ensure you keep interacting with your list to ensure they remember you, the formula behind this is to have each email approximately 10% content while the other 90% serves to entertain. With this method you often see your open rates and interactions sky rocket.

Section 3: What is ‘Funnelology’

Now if you know anything about Russell Brunson you would certainly already be aware that he is pretty ecstatic about Funnels and what they can do for you and your business. 

In this section is deep dives into what makes a sales funnel successful and what you should do/ offer at each step to maximise your conversions and ultimately profit. 

Russell breaks funnels into 7 separate phases as illustrated below

He talks through the science behind each phase and how you should approach each of these phases to create a successful funnel. For example once you understand what type of traffic you are going to be appearing in front of you can tailor the start of your value ladder and funnel to suit.

Within this section who covers the concept he likes to call ‘Funnel Hacking’ in short, when getting into business and entering a particular sector or niche the first you can do is look at your competitors and reverse engineer what they are doing and model after them. Ultimately why reinvent the wheel when you can model after success. Russell shows you exactly how to be a funnel hacker and teaches you how you can reverse engineer any funnel.

Section 4: Sales Scripts and Different Funnels

In this section Russell Brunson covers the different types of funnels and which ones he finds to be most successful. More importantly he pulls back the curtains on why they are so successful. I often find when reading teachings that you will often be told what is successful, very rarely will these people tell you why they are successful, I feel it is far more beneficial to understand why something works than it is to know what works. When you understand why certain things are more successful it allows you to better use this tool or strategy to market you own products or services.

The different funnels that Russell touches on are as follows:

1. Two Step – Free plus shipping funnel
2. Self liquidating offer funnel
3. Continuity funnel
4. The perfect webinar funnel
5. Invisible launch funnel
6. Product launch funnel
7. High Ticket, three step application funnel 

Throughout this section Russell not only talks about these different funnels but he also references back to real life situations and examples where he has personally used them, this gives us a good insight into what sort of funnel he used for different situations.

A good example would be point one. The Two Step – Free plus shipping method is actually how he marketed and continues to market this book ‘DotCom Secrets’

Section 5: Ode to ClickFunnels 

As the name suggests this last section is much like a little sales pitch for ClickFunnels which is understandable given it is his baby. There isn’t much content behind this section, he mainly just covers the basics of what clickfunnels is and how you use it to create the Sales Funnels and be successful with business as described throughout his book. 

If you want an in-depth review on ClickFunnels check out my full review here.

DotCom Secrets is it worth it?

Well hopefully from the above you are able to make a qualified decision as to whether or not it is worth it. Personally I think this book is littered with top quality information and even more to the point actionable steps that you can implement into your business right now. As I said before it is refreshing having someone breakdown what they did that was successful and actually teach you about why it was successful. When you can understand the logic behind these things it allows you to put them into practice much more effectively and efficiently

So if you want to become the next person to go through Russell Brunson’s Two Step Funnel I would highly recommend you start by getting DotCom Secrets.

To get your FREE DotCom Secrets Book click below and just pay the small shipping fee

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