There’s a reason my copy of this book looks used, bookmarked, tattered and dog eared…
It’s probably because I feel it’s one of the most important digital marketing books printed recently.
It sits on my desk as a reference guide and is in my backpack too when I’m out at clients.
I’ve read 100’s of marketing & technology books.
I built my first website in the early 90s and consider myself a lifetime student of business.
I’m always trying to upgrade my knowledge so I can get better and when I heard all the buzz online around this Dot Com Secrets book, I had to grab a copy.
This book was written by Russell Brunson, one of the founders of ClickFunnels, a sales funnel SaaS company.
What caught my eye right off the start with this book was the Russell was offering it for free.
I can remember thinking, “Who does that? What’s going on here?”
There has to be a reason it’s free? Right?
There is, and the best part is, you get to learn how this exact marketing strategy works in his book.
Who is the Author, Russell Brunson?
Before we get into my review of Dot Com Secrets, let’s learn more about who Russell Brunson is?
In short, he’s the founder of ClickFunnels, a SaaS application for building sales and marketing funnels and the author of DotCom Secrets and several other books on digital marketing and online business.
How a Potato gun started it all
I really like Russell’s back story.
Years ago when Russell was in college, he and a buddy were looking for a creative way to spend their time. Always competitive about their potato gun shooting, Russell and his friend set out to find a way to build a potato gun that could shoot farther than anything on the market.
Russell then searched the Internet for people searching for potato guns and discovered that 18,000 people a month on Yahoo alone were looking for the best method to build a gun.
After extensive research, Russell was confident in his potato gun–making skills and set out to film a very simple DVD on how to build a potato gun to see if anyone would buy it.
Russell’s DVD took only one day to shoot and cost next to nothing to create. Next, Russell created a Web site to sell his new video and bought Google pay-per-click ads for 5 cents a click.
Then people started clicking…and buying.
He also found a potato gun forum with about 10,000 people and purchased an ad on the site for $100 a year.
$30,000 a year from a potato gun info product
Eventually, all the so-called simple stuff paid off, and Russell was making $30,000 a year from the potato gun sales.
So…What is this Dot Com Secrets book all about?
Russell says right at the beginning, “This is not just another “how to” book on internet marketing…”, rather it’s a shortcut for entrepreneurs and business owners to learn the secrets to what works online including the processes, sales funnels, scripts and more that he and his team have used to scale companies online.
The book promises to take readers on a journey to help them understand how to structure their company’s products and services in a way that will allow them to make two to three times as much money from the same traffic that they are already getting.
The value proposition was enough for me to order the book at least to see what all the hype was about.
Dot Com Secrets Book Reviews from other readers
Russell has already given away over 100,000 copies of his Dot Com Secrets book and are raving about it.
There are a few big hitters that are fans of Russell and his book along with thousands of other endorsements and some testimonials.
“A simple process that ANY company can use to geometrically improve their traffic, conversion, and sales online.” – Tony Robbins
“Author dives into every salesfunnel he uses in his business. Where as some online marketing books provide one key. Strategy, he provides tonnes of information that would take months to actually implement (which is a good thing). He gives specific details on how to write sales copy, which i need. Highly recommended” – Amazon Reader
“As a Corporate Digital Marketing Executive, I can say confidently that this book provides concepts, tips and strategies that can transform any Small Business.” Mike J
“Excellent. Finally, a book that explains all the steps for selling onAmazingmazung detail. I am ready to build my first funnel.” Jim P
“Probably the best book I have ever read about online business. I’ve heard all this before but never packaged so well or structured in such a brilliant way. I’ve bought this in eBook and print as well as giving it to people who want Internet business explained. Highly recommended for entrepreneurial types.” J.F Penn
“I LOVED this book. I’m a photographer and I have been working on building out an online photography course to set myself up with more of an online business – less requirements of me physically as a photographer. I read this book at exactly the right time in the process of developing the course. I enjoyed Russell’s writing style and his real life examples. I found the drawings helpful and I appreciated having his scripts to reference.
Russell’s book pulled together TONS of different concepts that I’ve heard over the past few years as I’ve learned about being an online entrepreneur and internet marketer, and delivered it in a concise and easy to read and digest book. I went back and forth between being SO EXCITED and overwhelmed because of all the information that is packed into the book. I’m nearing the launch of my course and I’ve kept DotCom Secrets on my desk for frequent reference as I’ve worked. If you’re an online entrepreneur [or really, any business owner] this book is a must read!” Laura R
“This is a great book. If you are interested in creating an online business, DotCom Secrets is a no-fluff approach to doing just that.
It may be a bit overwhelming for those people who are just starting out – but boy I wish I was overwhelmed like that when I started my business!(Meaning: I wish I had found that book sooner.) The knowledge is invaluable, and the author seems to know what he is talking about, and to “walk the talk”. When he explains some concepts or ideas, Brunson makes it all sound really simple.
This is a great motivator on one hand… although it is a bit deceptive on the other. (When you read the book, you may have the impression that everything in a given chapter can be done in a couple of hours – but in reality it is closer to a couple of weeks.) All things considered, it is a quick read that provides a lot of value and will inspire you to get to work.” Guilherme Z
What this book is NOT about…
This book is NOT about getting more traffic to websites and it’s not about increasing your conversions.
It’s about much more than basic tactics.
The book includes philosophy, strategy and of course many tactics.
But without a solid strategy, tactics are useless.
So… What’s inside the Dot Com Secrets Book?
The book is divided into three main sections to give you the core concepts you need to understand before you can create a sales funnel.
They are Ladders and Funnels, Your Communication Funnel, Funnelology – Leading Your Customers to the Sale, Funnels and Scripts & then it dives into ClickFunnels and how to execute the strategy learned and developed in the previous sections
Dot Com Secrets Book Table of Contents
Right before the table of contents, there’s a nice forward that I really liked…
What a way to start a book hey?
Something to note when reading this book is that all of the material in the book builds on each section before it.
It’s broken down step by step and reads more like a reference guide.
My approach was to read, then implement what I learned and repeat that until all steps are done.
Section one – Ladders & Funnels
This section gives you a baseline understanding of where digital marketing and online business is at. It level sets the readers expectations because marketing changes fast and what worked yesterday doesn’t always work today.
Russel breaks it down so you can use formulas and frameworks to build your online business machine.
Secret 1: The Secret Formula
Secret 2: The Value Ladder
Secret 3: From Ladder to Funnel
Secret 4: How to Find your Dream Customers
Secret 5: The Three Types of Traffic
Section Two – Your Communication Funnel
This section teaches you about how to engage with your audience. How to put forward a brand, be it personal or business that builds a cult-like following to your cause.
Russell explains in great detail how to position yourself to your niche and then how to engage them with email marketing and copywriting.
Secret 6: The Attractive Character
Secret 7: The Soap Opera Sequence
Secret 8: Dail Seinfeld Sequence
Section Three – Funnelology – Leading Your Customers to the Sale (Over and Over Again)
This section of the Dot Com Secrets book is about executing on the strategy covered above.
Secret 9: Reverse Engineering a Successful Funnel
Secret 10: Seven Phases of a Funnel
Secret 11: The Twenty-Three Building Blocks of a Funnel
Secret 12: Frontend vs Backend Funnels
Secret 13: The Best Bait
Section Four: Funnels and Scripts
Funnel 1: Two-Step, Free-Plus-Shipping
Funnel 2: Self-Liquidating Offer
Funnel 3: Continuity
Funnels for the Middle of the Value Ladder
Funnel 4: The Perfect Webinar
Funnel 5: Invisible Funnel Webinar
Funnel 6: Product Launch
Funnel 7: High-Ticket, Three-Step Application
Section Five: ClickFunnels
What you will learn in the Dot Com Secrets Book
There is so much great info in this book.
Here are just afew of the things you will learn.
- How one simple phone call to a 1-800 number in my local paper has generated MILLIONS of dollars in cash… and led to my single greatest obsession in life… pg. 3
- The “predictable” off-line method that direct response marketers have been using for YEARS to sell BILLIONS of dollars in products through tiny classified ads
- The 5 major OLD MEDIA transitions that have made making money online EASIER.
- Discover the ‘secret’ 5 pronged approach to selling more with new media outlets for much less money than you’ve ever spent on traditional marketing.
- Learn the ‘naked eye’ approach to solving the Online Marketing puzzle… and discover the fundamental difference between a $10,000 company and a $10,000,000 company.
- Learn the ‘secret’ WHO-WHERE-BAIT-RESULT formula technique to turn miserable companies into cash pulling empires for their owners.
- Learn how to charge more for your product or service by building your business backwards with this one simple question.
- Learn how Russel sells his $25,000 Inner Circle program to people he’s never met.
- See real life case studies of a full blown ‘Value Ladder’ for a struggling business and how you can use the results to start filling in the blanks for own business.
- Learn the most powerful ‘secret’ behind selling multiple 5 figure programs to the same people over and over again.
- Learn the surprising truth behind the ‘Value Ladder’ vs. ‘Sales Funnel’ connection.
- Learn how to use advanced sales funnel techniques to literally ‘squeeze’ your dream customer out of a pile of traffic.
- Learn how to run your sales funnel like a ‘church’ so that you can attract your ideal ‘congregation’.
- Learn how to target dream customers and create hyper-targeted messages by asking three simple questions that can be answered in less than two minutes and give you everything you need to start driving traffic to your funnels.
- Learn how to ‘swipe’ this effective technique to move your leads from lollygagging around to buying your stuff.
- Learn the difference between: ‘Traffic You Control’ ‘Traffic You Don’t Control’ and ‘Traffic You Own’… (It matters. Big time.)
- Learn how to ‘Bullet Proof’ your online business no matter what Google, Facebook, Twitter, Youtube or any other website does.
- Learn Russel’s top 5 favorite traffic sources and the exact landing page that he sends that earns him a positive ROI no matter which of the 5 he chooses.
- Learn what to do to make sure that you NEVER waste money on traffic
- How to turn blog posts into ‘Modified Squeeze Pages’ without having to detract from the quality of your content or chase visitors away and watch the most powerful traffic type available double, or even triple in size within your business.
- Learn why the ‘Attractive Character’ is the missing piece to your ability to make and close sales online. This is the greatest ‘hidden’ copywriting and sales secret I’ve ever come across.
- Learn how dating expert John Alanis made Russel millions of dollars after just one short hour long conversation.
- Learn how to attract more people into your business by being less ‘likeable’ and more ‘authentic’.
- Learn why Russel models 100% of his selling emails after day-time Soap Operas.
- Learn the ‘secret’ behind ‘open loop’ email marketing to increase Email Opens and drive sales.
- Learn the top 5 ‘Variables of Success’ to find out what your campaign is missing.
- Learn the 4 simple questions to ask yourself to reverse-engineer ANY successful landing page.
- Learn the 7 even simpler questions to ask yourself to reverse-engineer ANY successful ad ever.
- Learn the distinct difference between a six-figure, seven-figure, and eight-figure business.
- Learn how to implement the little used NLP(Neuro-linguistic programming) technique known as ‘Pre-Framing’ to increase your profits by as much 1,000%.
- Learn the Gene Schwartz technique for taking ‘traffic temperature’ and turning it into sales.
- Learn how to build a successful ‘Pre-Frame Bridge’… and why the ‘Holy Grail’ of Internet Marketing is ONLY achievable when your business has one… PLUS: See over a half-a-dozen examples to create compelling ‘Bridges’ that help you sell 24/7
- Learn how to add ‘Hyper-active’ buyers to your email list and where to find them.
- Learn the ‘Lego’ method (AKA: The 23 Building Blocks Method) for building sales funnels and increasing conversions.
- Learn why a simple ‘one-page websites’ can work to generate hundreds of thousands of pre-qualified leads.
- Learn the Top 5 Methods for getting people to qualify themselves for your high end products and services.
- Learn how to identify where your prospects are on the ‘Product Awareness Continuum’ without having to lift a finger.
- Learn how to immediately implement the ‘100 visitor test’ to test campaign viability BEFORE you unload a bunch of cash on your next project.
- Learn why the 5 minute ‘Bump Test’ can increase your conversions by as much as 33% on products and services that you are ALREADY selling… and you’ll learn how the ‘Bump Test’ can give you 3x’s the eyeballs to your other offers without having to change anything but the order your prospect sees your stuff.
As you can see, there is a lot of info in Dot Com Secrets that can help you build a business that makes money using the most advanced online sales and marketing strategies and tactics.
The book uses images and charts to provide a great explanation of all of the concepts you need to learn, understand and apply to your business.
Summary of Dot Com Secrets Book Review
I hope you found my Dot Com Secrets Book Review helpful.
I know this book will show you how to communicate with your customers in a way that makes them naturally want to ascent up your ladder of offerings and give you more money as you provide them with more value.I added this picture to the post because I think it’s needed for everyone out there trying to build a business.
I highly recommend this book for anyone that works online today.
It’s a great book for business owners, online entrepreneurs, digital marketers, affiliate marketers, founders and anyone that want to learn how to attract, convert, close and delight their customers.
Did you know Russel has another book?
Russell is also the author of another great book called Expert Secrets that expands on all of the concepts in Dot Com Secrets.
It’s focused even more on teaching you how to turn your specialized knowledge, talents, and abilities into an online business.
“Expert Secrets Is The Map That Will Allow You To Turn Your Specialized Knowledge, Talents and Abilities Into A Business That Will Work For You! This Is One Of The Shortcuts of The New Rich” – Robert Kiyosaki
- Getting to $3000 a month with the ClickFunnels 100 day Affiliate Marketing Bootcamp
- Discover how using a Bridge Page Funnel in your Affiliate Marketing can multiply your results
- 22 types of Sales Funnels that turn visitors into customers
- 14 Email Auto-Responders that work with ClickFunnels
- Funnel Builder Secrets Review  + SECRET Pricing Page
- How to find and get affiliates to promote your products
- ClickFunnels Review 2019: My Personal Experience Using ClickFunnels so far