Dotcom Secrets: The Underground Playbook for Growing Your Company Online with Sales Funnels

by Russell Brunson

Phase #5—Identify hyperactive buyers:

After you’ve identified the buyers, you want to identify the hyperactive buyers. These are your dream customers who are willing to pay m...

That is why having upsells and cross sells inside your funnel is so important, because if they don’t get their itch scratched by you in the moment, they will keep searching and spend their money somewhere else instead.

Now that I’ve identified who my hyperactive buyers are, I will also put them on a separate sublist and I will market to them differently. I will spend more money to market to someone who has spent $1,000 with me rather than someone who has only spent $10.

Phase #6—Age and ascend the relationship:

At this point, the initial sales experience is pretty much over. Points one through five all happen during the “point...

the next two phases are where the Attractive Character takes your new dream customer by the hand and helps to move them up the value ladder. You will be using follow-up funnels (Secret #7) to build a relationship with th...

Phase #7—Change the selling e...

Typically, it’s difficult to sell super-expensive products or services online. Not many people are going to read a sales letter and click the Add to Cart button for a ...

change the selling environment if you want to sell hig...

The funnels in the back end of your value ladder typically are created in a way to sell people on an idea or a concept, but then you have them schedule an appointment to talk to you on the phone.

Phase #1— Determine traffic temperature: Are the people you are sending into this funnel hot, warm, or cold traffic? Phase #2—Set up the pre-frame bridge: Based on the type of traffic you’re sending, what type of pre-frame bridge do you need to create? Phase #3—Qualify subscribers: Who of all your visitors are willing to give you their email address in exchange for your free offer? Phase #4—Qualify buyers: Who of all your subscribers are willing to give you their credit card in exchange for your first premium offer? Phase #5—Identify hyperactive buyers: Who are the people who are willing to spend more money now to solve their problems? Phase #6—Age and ascend the relationship: Now that I have their contact information, how do I build their relationship with the Attractive Character? Phase #7—Change the selling environment: How can I move them up my value ladder by taking them outside of just my online funnels?

SECRET #7 FOLLOW-UP FUNNELS

your customer is the hero, and your brand’s role is to successfully guide the hero through the challenges they will face.

you will see that all we are really doing is looking for congregations of people or heroes who have challenges, throwing out hooks to grab their attention, and then you as the Attractive Character become a guide who will lead them through your value ladder, helping them through challenges so they can achieve the results they desire.

Our customers are confused about how to reach their destination. Once we become their guide, we can guide them to success.

Your prospects and customers go through a series of Soap Opera Sequences before eventually moving on to your Daily Seinfeld Emails.

THE THREE TYPES OF TRAFFIC

there are only three types of traffic. Traffic that you control Traffic that you earn Traffic that you own

Your goal is to turn all your traffic into traffic that you own.

Traffic that you own:

you have to focus on building a list.”

about $1 per name for each name on my email list.

Traffic that you control: The

You control traffic when you have the ability to tell it where to go.

big problem is that every time I want more of it, I have to spend more money. So my goal is always to send any traffic that I am going to purchase over to a type of landing page that is often called a “squeeze page,” because it will squeeze the email address out of the traffic you send to it.

Squeeze pages have one goal and no distractions. There is only one thing for the visitor to do on this page: join my list.

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 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.

Traffic that you earn:

To do this, I try to guide all traffic that I earn back to my “funnel hub.” A funnel hub is basically a website that has all my funnels, but it looks more like a traditional website.

Funnel hub

The goal of a landing page and a funnel hub are the same: convert all your traffic into traffic that you own.

created a funnel hub to capture as much traffic as I can that I earn and turn it into traffic I own.

You can continue the conversation with your prospects by sending them emails after they’ve subscribed to your list.

THE SOAP OPERA SEQUENCE

The goal is to quickly create an instant bond between you and the person reading the email. If your first email is boring, you’re done.

In your Soap Opera Sequences, you’ll send out one email each day for five days that pulls your reader through a narrative to sell your products and services.

Email #1—Set the stage: This is the first email I send people as soon as they subscribe to my list. It sets the stage for the emails to come, lets people know what to expect, and sets the initial “hook” that will get them to start reading my emails.

Email #2—Open with high drama:

you always start any good story at the point of high drama.

Backstory: Once you have their attention with emotional drama, you’re going to go back and tell them the backstory. Tell them the events that led up to the high-drama moment.

How in the world did you get yourself into such a predicament? Typically, your backstory is going to take you back to a similar spot the readers may be in now.

If you’re teaching them to achieve financial freedom, take them back to a ti...

Wall: This backstory will lead up to a spot where you got stuck and hit a wall. Usually this is where the readers are...

But don’t give them the answer yet. Just open the loop and promise to close it in Email #3.

Email #3—Epiphany: Today you get to reveal the big epiphany you had that will tie back to your product.

My epiphany was I needed to build a list, and that’s when I learned about

Email #4—Hidden benefits:

Your fourth email explains the hidden benefits your reader may not have thought of before.