DotCom Secrets: The Underground Playbook for Growing Your Company Online

by Russell Brunson

To figure out which customers are hyperactive buyers at the point of sale, I need to offer an upsell immediately after I qualify them with a low-cost or free offer.

Bumps:

One-Time Offers (OTOs):

Downsales:

Affiliate Recommendations:

Funnels have a psychology behind them, and you need to use a different psychological approach for a low-priced, introductory product vs. a high-ticket package.

Cold traffic is probably only aware of the problem they are facing. They don’t know you or your products, so they need to start at the front of the Value Ladder with a low-level funnel, like a Free-Plus-Shipping or Self-Liquidating-Offer Funnel.

I like to sell these mid-priced offers using a Perfect Webinar Funnel, Invisible Funnel, or Product-Launch Funnel.

My favorite funnel for moving people from the computer to the phone is the High-Ticket, Three-Step Funnel.

Before we go through these funnels and scripts, there are a few things to keep in mind: 1 These funnels start on the landing page. They do not cover the traffic temperature or the pre-frame bridge. They are the sales mechanisms designed to move a person from being a completely anonymous visitor to becoming a paying customer. Traffic and pre-frame are important elements, too, so be sure to consider them carefully when deciding which funnel to use. 2 When you’re ready to “age and ascend” customers on your Value Ladder, all you have to do is create a new funnel. The people you age and ascend will now be considered warm traffic, so you can treat them like old friends and approach your funnels from that perspective. 3 Some of these funnels and scripts are short and sweet. Some are very long and

involved. Generally, the higher up on the Value Ladder you are, the more selling you have to do and the longer your script will be. Although, if you have hot traffic, you can sometimes get away with a less involved script.

Traffic that we control, we drive to a squeeze page. Traffic that we don’t control, we drive to a blog where the top third of the page collects email addresses.

Now, immediately after a person joins my list, through either the squeeze page or the blog, they are taken to my first frontend offer.

but once you get someone to say the first yes, it’s so much easier to get the second yes. It’s a slippery slope. You get them started by saying yes to a small thing, then they are much more likely to say yes to a larger thing later.

The secret to converting cold traffic is leveraging the power of free.

It’s important that you mention on the first page that the buyers will be charged for shipping and handling. Otherwise, it’s very unethical, and you’ll upset your customers before they even have a chance to get into your Value Ladder, which is never a good idea.

After the visitors fill out the second step and click the submit button, you take them to a special, one-time offer (OTO), which presents an opportunity to upgrade the order.

Inexpensive offers like free-plus-shipping items usually don’t require a long, involved sales letter. You need to hit the main selling points and build credibility as quickly as you can.

The Two-Step Funnel is great for converting cold traffic and getting a visitor to qualify as a subscriber and buyer. The sales process is short and sweet because you’re selling something at the low end of your Value Ladder.

OTO stands for One Time Offer. It’s a special offer you make to people who just purchased a product from you.

Rule #1: Don’t Sell More of the Same Thing.

Rule #2: Don’t Sell a Random Product.

Sample Structure #1: The Next Thing. This

Sample Structure #2: Do It Faster.

Sample Structure #3: Need Help?

Confirm Initial Decision: It’s important to put any possible buyer’s remorse to rest by reinforcing the decision to purchase the initial offer.

First, you need a star (I call this person the Attractive Character), then you need a story that agitates a problem, and finally you need to provide a solution (your product).

SECTION 1: STAR

1. Pattern Interrupt:

2. Core-Desire Questions:

3. Agitate Past Failures:

4. Big Promise/the One Thing:

5. Introduce the Star:

SECTION 2: STORY

6. High Drama:

A good movie, like a good story, starts at the point of high drama.

7. Backstory WALL:

8. Identify the Problem:

9. Epiphany OR Declaration of Independence:

10. Your Path to Finding the Ultimate Solution:

11. First Sign of Success: Let the reader see you start to succeed.

12. Conspiracy:

13. The Big Lie:

14. Common Enemy:

15. Rapid Growth:

16. Case Studies:

17. Hidden Benefits:

SECTION 3: SOLUTION

18. Formal Introduction:

19. Pain and Cost: