DotCom Secrets is a comprehensive crash course in internet marketing. It’s the culmination of Russell Brunson’s 10+ years of building his own multimillion-dollar businesses online and his experience helping thousands of other people build successful companies.
Recently, I took this book apart.
Not literally, but I did spend a lot of time reading every word and studying every graphic. I’m also a compulsive note-taker. It’s the only way I can really internalize the material I’m learning.
When I was done with my notes I realized I had nearly fifty pages (!) of comprehensive notes and a highlighter that was considerably drier than when I started.
This post is my review of DotCom Secrets. Long story short, I loved it, and I think you will too.
Included in this post:
- An honest review of Russell Brunson’s DotCom Secrets
- An overview of the business concepts included in the book
- Access to my nearly 50 pages of comprehensive notes & Digital Marketing Action Plan
- A limited time offer to grab DotCom Secrets for FREE direct from Russel Brunson
Alright, let’s get right to the good stuff.
If you’ve spent any amount of time in the world of internet marketing, then you’ve probably heard of Russell before. He’s authored a few books already and has built the fastest-growing non-venture-capital-backed SaaS business—ClickFunnels.
If you want to be successful selling online, you should definitely check out ClickFunnels. They make it easy to try before you buy with a 14 day free trial.
Brunson is the real deal, and so is DotCom Secrets. It’s full of actual, actionable steps for building and growing any company online. No gimmicks, no fluff.
It’s important to understand that even though I’m qualifying internet marketing as if it’s something different entirely than plain old traditional marketing, it’s not. You might see internet marketing and think “that’s for those internet guru guys who sell courses and stuff. I have a brick and mortar service business, so that’s not for me” and completely ignore what I’m about to say.
That’s when I would yell “WRONG” (in a Donald Trump voice).
Call it what you want—digital marketing, internet marketing, e-marketing—it’s all MARKETING.
I say this because we’re getting to the point where we don’t even need to qualify shopping online as online shopping anymore, or stores online as e-commerce; it’s just shopping and commerce.
It’s simply the way consumer behavior is heading. Even for businesses that have a physical presence, most consumers will have their first interaction with the company online long before they ever show up in person.
Here are the facts: year after year, more people are spending more of their money online. Check this out from Business Insider (emphasis mine):
The number of online shoppers has grown by nearly 20 million from 2015 to 2016. And these 224 million shoppers are spending more, as the total amount spent online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. Finally, these customers are transacting more frequently, as the number of online transactions has risen by 115 million from 2015 to 2016.
Source: Business Insider
Pretty mind-blowing, right?
But is it really all that surprising? I’m not that surprised. You can buy anything online at this point, even a significant other (they don’t ship via Prime, though, so it’s not worth it to wait for more than two days).
Realize that you need to know how to reach and sell to people online? Good.
Go beyond the book. Take advantage of nearly 50 pages of notes that serve as the perfect companion to DotCom Secrets.
Why DotCom Secrets?
Given the aforementioned facts about consumer behavior and the general direction of marketing and commerce, understanding and mastering selling in the digital space has become essential.
Companies that want to survive, grow, and flourish now and into the future must therefore understand how to reach and sell to people over the internet.
It’s that simple.
Just because the sale happens in digital space, or at least partially in digital space, doesn’t mean you need to rethink everything you know about sales and selling. Many of the tried and true sales principles that have been used since businesses first existed are still being used effectively, but they are being combined and hybridized to optimal effect for the digital frontier.
From crossover sales to selling online one-for-one, there are several unique tools, techniques, and strategies specific to the online landscape that build on fundamental sales concepts.
This blend of the old and the new is at the foundation of what constitutes internet marketing as we know it today, and it is the focus of Russell Brunson’s (dare I say masterpiece?) DotCom Secrets.
If you want to be successful online, you have to know what these techniques are and how to use them.
Russell Brunson didn’t invent most of the strategies and techniques in the book, nor does he claim to. You can find informational products that similarly outline many of the topics he presents in DotCom Secrets.
None of these other products, however, present the information in such an easy-to-follow format as DotCom Secrets. In many cases they also don’t take such a holistic approach.
In DotCom Secrets, Brunson intertwines all the small details that make up a successful online company, while also making sure the reader never loses sight of the big picture: exponential business growth.
Not only does he break down how current businesses successfully market and sell their products online, he provides a step-by-step blueprint for you to replicate it within your own business. It has been my experience that this is the area where many similar guides crucially fall short. They focus on theory and fall short on actionable information.
In short, if you want to learn how to sell online—be it physical products, digital products, coaching, or in-person services—you simply HAVE to read this book.
The Secret Formula
Brunson starts with the foundation of showing you how to figure out who your customers are, where they are online, how to find them, and how to get their attention. He calls it the Secret Formula. Once you’ve got their attention you can construct your offers, and BAM—you’ll be swimming in cash within 12 hours…
Okay, so it’s not that simple.
Let me be clear: this book is not a guide to getting rich quick, making a quick buck, or using some loophole to rank on Google or Amazon.
The strength of this book is that the content is evergreen, meaning it’ll be just as true tomorrow as it will be 10 years from now. Even if we have flying cars and jetpacks, there is no changing the psychology of why people buy.
That hardwiring will be with us forever, which means that the tools you use to execute the strategies in the book might change, but the strategies will remain the same. The staying power that the Secret Formula has is a testament to Brunson’s ability to boil the range of tools, techniques, and tactics down to bite-sized and highly-actionable pieces.
What Are Sales Funnels?
After the breakdown of exactly how the Secret Formula works, the bulk of DotCom Secrets discusses the creation and deployment of different types of sales funnels online.
But what exactly are sales funnels?
Sales funnels are the sequence of interactions a customer has with a company online during the purchase process. It’s the literal pages they visit before, during, and after they buy something.
You might feel intimidated at first, thinking about building sales funnels.
“But John, I don’t even know what sales funnels are, let alone how to build them.”
I was intimidated at first, too, both by the process of determining what our sales funnels would even include and how the technical pieces come together to actually form the funnel.
You can quash any concerns or fears you have regarding the technical aspects of building sales funnels, or any webpages online for that matter, as soon as you pick up this book.
Brunson doesn’t want you to get hung up on this when you’re working on your strategy.
This is NOT where business owners and entrepreneurs need to be spending their time. Everything discussed in the book can be created easily, without any prior technical or coding knowledge, using the drag-and-drop page builder in ClickFunnels.
ClickFunnels was created by Russell Brunson so that entrepreneurs like you and I can focus on the things that drive our business forward—not on the technical aspects. My team and I use ClickFunnels and we love it.
DotCom Secrets teaches and preaches the effectiveness of a well-built sales funnels, but if you think you belong in the advanced placement class you can skip right to the free 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS company, here.
Whether or not you use a simplified solution is up to you, but the concepts that drive the success of sales funnels hold true across any number of platforms. If you have the coding chops, all the more power to you.
Sales funnels work and they work in a big way. It doesn’t matter if you use ready-made-software or if you do the work yourself.
When you have your own website and platform for selling things online (as you absolutely should), then by utilizing sales funnels, as well as the concepts in DotCom Secrets, you’ll be able to control this entire process. It it also important to remember that sales funnels aren’t just for selling products.
In Secrets, Brunson keeps this versatility well within the book’s scope and always in focus. He lays out several techniques for building sales funnels for any type of product or service.
It all starts with the Secret Formula (which isn’t that secret really). By utilizing pre-frames, upsells, downsells, and more, Brunson explains how sales funnels can turn a 5- or 6-figure business into a 7- or 8-figure business—with no upward boundary for potential future growth.
At the risk of sounding like a broken record, this book isn’t about a get rich quick scheme. And I was skeptical at first that it might be yet another pump and dump information product.
Not the case in the least.
The beauty of Brunson’s explanation is that he focuses on the psychological elements at play that are impacting the decision-making of a customer. By doing things such as building trust, allaying fears, and removing risk, DotCom Secrets details how you can not only increase the revenue potential of a single customer, but you can also build a lifelong fan of your company.
In this way, sales funnels are really no different than the traditional selling process old school salespeople have been honing for decades. Sales funnels simply adapt sales letters, sales calls, and knocking on doors to the digital space and optimize the buying experience for your customers and maximize your revenue.
So…Should I Read It?
If you’ve been interested enough to read this far, then this book is for you.
If you currently are or will in the future be selling things and finding clients/customers from the internet (i.e., virtually all businesses), then the answer is a wholehearted YES. Yes, this book is for you. If you read nothing else before you start selling online, read this book.
Russell Brunson’s insight isn’t confined to living between the covers of DotCom Secrets either.
He also provides links to free digital resources that help readers internalize and act on the concepts presented in the book. Jam-packed with highly consumable graphics, funnel blueprints, sales scripts, and evergreen strategies, this book has become a (dog-eared) staple of the mini library of business books I keep on a shelf next to my desk.
Best of all, you can get a free copy (just pay shipping) directly from Russell Brunson at the link below. He’s not going to be giving this book away for free forever, so make sure you claim your copy before they are all gone—or before he starts charging what this book is really worth.
Just pay shipping
It’s worth noting that Brunson isn’t giving away a PDF or a digital copy of his amazing book. It’s a physical copy that you can touch and hold. You can write in the margins, photocopy the images, and highlight crucial passages.
You should see my copy. Every page is bright yellow and there’s a pile of dead highlighters next to my desk. I’ve been called a highlighter junkie before though, so that’s just me.
The Bottom Line
The bottom line is that I love DotCom Secrets. It is all information and no frills. The writing style is concise and structured and the accompanying graphics are super easy to understand and are “engineered for instant recall.”
Those are Brunson’s words, not mine, but he hit the nail on the head.
I know it seems like I have been gushing about this title and yes, I may have a man crush on Russell Brunson, but for me this book has been a valuable tool. Marketing and sales in digital spaces can seem so overwhelming. There are so many moving pieces and variables that a book like DotCom Secrets that makes sense of the madness in such a helpful way really stands out from the crowd.
This post is part of an ongoing series where I share the exact tools, methods, and techniques I have used to grow my business and sustain my success. Nothing is left out; everything is included. That means the good, the bad, and the ugly.
Fortunately, for me it has been mostly good. Mostly.
Do you have a burning question about small business development in the digital age? Contact us. I’ll do my best to answer your question, and it may even make its way to the front page of the ClydeBank Business Blog.
Take These Next Steps:
- Have you read DotCom Secrets? Did you find it valuable like I did, or do you think Russell Brunson missed the mark? Let me know in the comments.
- If you haven’t read it yet, get your FREE copy already! (Just pay shipping)
- Make sure you also take advantage of the hours and hours I spent taking nearly fifty pages of notes. Get your FREE access right here.
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