DotCom Secrets: The Underground Playbook for Growing Your Company Online

by Russell Brunson

Question #1: Who Is Your Dream Client?

Who are my dream clients? What do they look like? What are they passionate about?

What are their goals, dreams, and desires?

Question #2: Where Can You Find Them?

Question #3: What Bait Will You Use to Attract Them?

Question #4: What Result Do You Want To Give Them? Once you’ve hooked your dream customers with the perfect bait, the last question is what RESULT do you want to give them? I’m not talking about what product or service you want to sell them. A business is NOT about products and services. A business is about what result you can get for your clients. Once you (and they) understand that concept, then price is no longer a barrier.

The Value Ladder is the key to building your marketing funnels and mastering everything else I’m going to teach you in this book. This system does not work if all you have is one thing—like a book or an adjustment. You need to be able to build out a full Value Ladder.

A percentage of your audience will always want to pay you the premium to get more value.

we build a funnel that will help us to do two things: 1 Provide value to each customer at the unique level of service that he or she can afford. 2 Make money and be profitable while identifying our dream clients who can afford our highest offer.

The deeper your funnel is, and the more things you can offer your clients, the more each customer will be worth to you. And the more they are worth to you, the more you can spend to acquire them.

QUESTION #1: WHO IS YOUR TARGET MARKET?

Consumers want and expect messaging that speaks directly to them, or they will likely ignore you.

QUESTION #2: WHERE IS YOUR TARGET MARKET CONGREGATING?

QUESTION #3: HOW CAN YOU GET A CUSTOMER TO LEAVE THE CONGREGATION AND CHECK OUT YOUR PAGE?

As you start to think about what type of ads should you be placing—what they should say, what types of images they should use—I recommend going to Google images and searching for “National Enquirer headlines.”

Your job as the entrepreneur is to understand the strategy behind these DotComSecrets and then hire the Facebook guy to run Facebook ads and the Google guy to run Google ads.

There are only three types of traffic: 1 Traffic you control 2 Traffic you don’t control 3 Traffic you OWN

Your one and ONLY goal is to OWN all the traffic you can. That is how you grow your list and increase your sales.

This squeeze page is a very simple page with

ONE goal: to convert traffic that you control into traffic that you own. I send all of my paid traffic to a squeeze page, and when the visitors get there, they only have ONE option: give me an email address or leave.

An Attractive Character is not someone who is extraordinarily good looking, although they might be. What I’m talking about here is a persona that attracts clients or customers and helps you build your following to eventually make sales.

There are three components to creating an Attractive Character: • Elements • Identity • Storylines

THE FOUR ELEMENTS OF THE

ATTRACTIVE CHARACTER 1. Backstory.

You share your backstory because you want people to see where you came from. If they can relate to where you came from, then they will want to follow you to where you are now.

Your students, your case studies, your successful clients—those are all resources for relatable backstories and Attractive Characters.

2. Attractive Characters Speak in Parables.

3. Attractive Characters Share Their Character Flaws.

4. Attractive Characters Harness the Power of Polarity.

IDENTITY OF AN ATTRACTIVE CHARACTER

The Leader:

The Adventurer or Crusader:

The Reporter or Evangelist:

The Reluctant Hero:

ATTRACTIVE CHARACTER STORYLINES

Loss and Redemption:

Us vs. Them:

Before and After:

Amazing Discovery:

Secret Telling:

Third-Person Testimonial:

When somebody joins your list for the first time, it’s essential that you quickly build a bond between them and the Attractive Character.

The first step to reverse engineering existing traffic streams is understanding the five elements that go into any successful online ad campaign.

1 Demographics 2 Offer 3 Landing page 4 Traffic source 5 Ad copy

1. Demographics. The demographics are all the characteristics of the people you’re targeting. The demographics define who belongs in the target group and who doesn’t.

2. Offer. The offer comes down to what you are selling and at what price point you are selling it, including your upsells and downsells.

3. Landing Page. This is the page a person lands on right after they click on an ad, and I believe it’s the most important page in your entire sales funnel.

4. Traffic Source. Where is your competitor’s traffic coming from? What are the specific websites that competitor buys ads on? Is the traffic coming from banner ads or social media or email? Does he use mainly video or text?

5. Ad Copy.

Step #1: Where Are Your Competitors (Both Direct AND Indirect)?