Book Review: DotCom Secrets: The Underground Playbook for Growing Your Company Online
One of the most popular books recommended on Entrepreneurs on Fire is DotCom Secrets: The Underground Playbook for Growing Your Company Online written by Russell Brunson. If you are interested in learning how to build a system to attract people through ads and turn them into customers, I strongly recommend this book. If for no other reason, you will gain a better idea of want an ad funnel is and how it should operate. Brunson is an expert at creating funnels.
I have had the opportunity to listen to Russell Brunson speak on a number of podcasts. Through these presentations, I have learned a great deal about how to set up funnels to attract new customers. I am beginning to put these lessons into practice and I am pleased with the results. DotCom Secrets helped to clear up a lot of questions I had.
You can’t simply put up a web page and expect people to start pounding on your door to give you money. You have to apply marketing principles and techniques to gain customers. You then have to modify these principles and techniques for the online world. This is where Brunson comes in. He has created thousands of funnels and learned many lessons that he shared in DotCom Secrets.
DotCom Secrets spans 255 pages and is arranged in five parts and twenty-one chapters. Brunson used ample examples to illustrate his process. The five parts include:
- Ladders and Funnels
- Your Communication/Follow-up Funnel
- Funnelology Leading Your Customers to the Sale (Over and Over Again)
- Funnels and Scripts
For the first three parts, Brunson shared his “secrets” for building funnels, ladders, and communication strategies. He then shared examples of how to build seven different types of funnels. Finally, he made a pitch for ClickFunnels, which a powerful funnel creation tool.
What is a Sales Funnel?
Basically, a sales funnel is a process for attracting interest for a product or service and systematically guiding a lead through different steps to result in a sale. A sales funnel can be very simple or extremely complicated. Brunson walks you through a number of different strategies. By the end of DotCom Secrets, you should be well versed on what a funnel is and the different elements that make up a funnel.
Know – Like – Trust
The goal of a funnel is to get leads to know, like, and trust you enough to do business with you. Brunson began by helping to identify an ideal lead/client and where to find this client. He then discussed how to provide content so leads will enter your funnel. Through a laddering process of providing more and more opportunities, you can turn a cold lead into a warm or hot lead. Brunson provided funnel examples for each type of lead.
Throughout the book, Brunson shared detailed examples of funnels, scripts, and strategies. He explained each piece and why it served a purpose. His system is like Lego blocks that you plug and play. The scripts he included in the book can be used immediately with modifications.
As originally created, DotCom Secrets is part of a funnel strategy for Brunson. Throughout the book, Brunson included links to a myriad of other resources to include scripts, images, and checklists. Naturally, these are also funnel elements.
Because of this book, I have a substantial new set of tools for my toolbox. I will definitely be sharing what I have learned reading DotCom Secrets with you. If you are interested in marketing on the web, I strongly recommend that you read this book. This book will help you understand how to create funnels. It will also provide you with the tools if you wish to put funnels into action. If you are looking for assistance, let’s chat.
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