DotCom Secrets: The Underground Playbook for Growing Your Company Online

by Russell Brunson

This book doesn’t just focus on magic tricks, but the core strategies you have to have in place to scale a company with online media.

This book by Russell Brunson is different. While teaching you about the “shiny” secrets of the Internet, he shows you how to build these tactics and strategies into your business on solid ground—tactics and strategies founded in true direct-response marketing. It is your responsibility to resist the seduction of short-lived, bright and shiny lures, popularity and peer pressure, and the siren-songs of superficially knowledgeable promoters of ‘new’ tactics with no knowledge of its original direct response genealogy. You must exercise discernment.

I also like solid ground, not ever-shifting sand. I like being confident and in control of things—particularly my money and the making of it—not in constant high-anxiety and at the mercy of wizards.

I am all about creating advertising, marketing, and sales assets of lasting value for my clients—

Discipline is good. General Norm Schwarzkopf (of Operation Desert Storm fame) once said: “Shined shoes save lives.”

Norm went on to explain that in the heat of battle, the fog of war, under pressure, the undisciplined die. So it is in business.

This book offers solid ground in the very ethereal world of online marketing and commerce. It properly treats Internet media as media— not as a business. It utilizes the science of split-testing. It builds on long-proven marketing funnel and sales architecture. It takes a very disciplined approach.

My advice: Don’t settle for or be distracted by mere tricks. Be a responsible adult. Invest your time ‘n treasure in information, skill and properties that can yield harvest after harvest after harvest—not fleeting fads, not sexy ideas that age very poorly. And don’t fall for the idea that any new media gets to defy gravity and live un-tethered to reality, math, or history.

Go into this book in search of deep understanding and profound clarity about the structure and science of effective marketing to be applied in the online media universe.

This book is NOT about getting more traffic to your website—yet the “DotComSecrets” I’m going to share with you will help you to get exponentially MORE traffic than ever before.

This book is NOT about increasing your conversions—yet these DotComSecrets will increase your conversions MORE than any headline tweak or split test you could ever hope to make.

Low traffic and weak conversion numbers are just symptoms of a much greater problem, a problem that’s a little harder to see (that’s the bad news), but a lot easier to fix (that’s the good news).

Drew’s team called me because they wanted help with two things: traffic and conversions.

it’s a FUNNEL problem.

One of my mentors, Dan Kennedy, says, “Ultimately, the business that can spend the most to acquire a customer wins.”

This book will take you on a journey similar to the one I took Drew and his team on. It will help you understand how to structure your company’s

This book will also show you how to communicate with your customers

I was hooked.

he told stories

the basics of direct response marketing,

And that is where this journey began for me.

I was reading long-form sales letters from some of the greatest direct response marketers of all time. I saw what they were doing and how they were doing it, and it was fascinating to me.

I was studying junk mail and learning marketing funnels.

one commercial caught my eye. It was explaining how people were “making money online with a website.”

I started looking at other people’s websites, studying how these businesses were making money. I decided to model what I saw.

I found that the difference between a ten-thousand-dollar website and a ten-million-dollar company was all of the things happening AFTER a buyer came into the initial funnel.

People who model the surface level of what others are doing and are frustrated that they aren’t getting similar results.

I have built over one hundred sales funnels of my own and have worked with thousands of students and clients to build funnels in every market you can dream of—both online and offline.

THREE WAYS THIS BOOK IS DIFFERENT

1. Everything I Show You in this Book Is Evergreen.

This book, on the other hand, is a playbook for creating marketing funnels that will exponentially increase your sales online.

2. I Don’t Just Teach This Stuff; I Actually Do It.

“shovel sellers”

The book is divided into several sections. Sections 1, 2, and 3 are going to give you the core concepts that you MUST understand before you can create your first marketing funnel.

Section 4 describes the many different sales funnels we use in our companies every day. It also gives you the sales scripts you need to move people through your marketing funnel so they will purchase from you.

Section 5 will show you some of the easier ways to implement all the technology involved. I see people get tripped up by the tech all the time.

3. Image Recall.

I like to keep a notebook of all the pictures of funnels and scripts I develop, so I can always find the one I need. I even have some students who have certain images taped to their office walls as memory aids.

LADDERS AND FUNNELS

Fig 10.2: Start your copy wherever your prospect is at the time.

You have to figure out where your prospect is along the product-awareness continuum: product aware, desire aware, or problem aware.

Hot Traffic is made up of people who already know who you are.

Warm Traffic consists of people who don’t know you, but they have a relationship with somebody you know.

Just like joint ventures today, the companies usually split the profit 50/50.

One good pre-frame can make a page convert like crazy, but when you try to drive cold traffic to it, it bombs.

Cold Traffic is made up of people who have no idea who you are.

Phase #2: Set Up the Pre-Frame Bridge

This might be a pay-per-click ad or it might be an article in an email or a blog post.

Different types of traffic need different bridges.

A Hot Traffic Bridge is typically very short. You already have a relationship with these people, so you don’t have to do a lot of credibility building or pre-framing.