DotCom Secrets: The Underground Playbook for Growing Your Company Online

by Russell Brunson

I created it that anyone who got this product in their hands would be a raving Russell Brunson fan for the rest of their life and would want to ascend my Value Ladder.

HOW DOES THIS WORK IF YOU’RE AN .

Let’s Review:

FUNNELS AND SCRIPTS

Once we get the basic framework of a funnel working, we add on other components to grow it into a larger, more complete sales funnel.

FRONTEND FUNNELS

FUNNEL #1: TWO-STEP, FREE-PLUS-SHIPPING

The psychology behind this funnel is amazing. People are more likely to fill out the first step because they don’t see a long form asking for credit card information. Then once they do get to the credit card form, they keep filling it out because their brains are already committed to the process.

THE WHO, WHAT, WHY, HOW SCRIPT

This is the script I typically use with the Two-Step Funnel.

Let’s Review:

THE OTO SCRIPT

Usually this OTO video is only three to five minutes long, yet it will close people on price points from ninety-seven dollars to two thousand or more.

Now, one of the keys you need to understand before you use this script is how to structure your OTO. Getting the second yes is 80% offer structure and 20% script.

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

Rule #2: Don’t Sell a Random Product.

Rather, structure your upsell offer in one of these three ways:

Sample Structure #1: The Next Thing.

If a guy just purchased your book, How to Lose Weight by Juicing, what is the next logical product he needs to ...

Sample Structure #2: Do It Faster.

Sample Structure #3: Need Help?

Confirm Initial Decision:

“Wait! Your order is not yet complete,”

Smart => Why:

3x 2x Question:

Exclusive:

Results, Fast, Speed:

The One Thing:

Future Pacing:

Call to Action (CTA):

Guarantee:

Value Stacking:

Scarcity:

Second CTA:

Testimonial Rush:

FUNNEL #2:

SELF-LIQUIDATING OFFER

Typically, we use the Self-Liquidating Offer (SLO) Funnel when we are trying to sell a product that’s priced anywhere from twenty-seven to ninety-seven dollars.

First, you’re going to attract people with a free video, report, ebook, or other lead magnet on your squeeze page.

This is generally a video or a long-form-text sales letter, presenting your SLO using the Star, Story, Solution script

STAR, STORY, SOLUTION SCRIPT

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:

It happened again, didn’t it? To you . . . or someone you love. I know your story . . . Everyone’s situation is different, but the results are usually the same...

“What does this strange turtle have to do with your_? I’m going to show you in this video, but first. . .”

2. Core-Desire Questions:

Through a series of questions, you get prospects thinking about the th...