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DOTCOM SECRETS“A simple process that ANY company can use to geometrically improve theirtraffic, conversion, and sales online.”
—Tony RobbinsDOTCOMSECRETSTHE UNDERGROUND PLAYBOOK FOR GROWINGYOUR COMPANY ONLINERUSSELL BRUNSONDOTCOM SECRETSTHE UNDERGROUND PLAYBOOK FOR GROWING YOURCOMPANY ONLINE 2015 RUSSELL BRUNSON.All rights reserved. No portion of this book may be reproduced, stored in aretrieval
system, or transmitted in any form or by any means—electronic, mechanical,photocopy,recording, scanning, or other—except for brief quotations in critical reviews orarticles, without the prior written permission of the publisher.Published in New York, New York, by Morgan James Publishing. Morgan Jamesand TheEntrepreneurial Publisher are trademarks of Morgan James, LLC.www.MorganJamesPublishing.comThe Morgan James Speakers Group can bring authors to your live event. Formoreinformation or to book an event visit The Morgan James Speakers Group atwww.TheMorganJamesSpeakersGroup.com.ISBN 978-1-63047-477-5 paperbackISBN 978-1-63047-478-2 eBookLibrary of Congress Control Number:2014919068Cover Design by:Rob SecadesInterior Design by:Bonnie Bushman bonnie@caboodlegraphics.comIn an effort to support local communities and raise awareness and funds, MorganJamesPublishing donates a percentage of all book sales for the life of each book to
Habitat for Humanity Peninsula and Greater Williamsburg.Get involved today, visit www.MorganJamesBuilds.comDEDICATIONTo my dad, who helped inspire me to become an entrepreneur.To my mom, who always knew my true worth.And to my wife, Collette, for supporting me through all of my crazy ideas, andrunningour home in a way that has allowed me to chase my dreams.TABLE OF CONTENTSForeword What The ‘Online Marketing Wizard Fraternity’ Doesn’t Want You ToKnow(and: is THIS book a ‘fraud’?)What This Book Is About (and What It’s NOT About)IntroductionSection One: Ladders and FunnelsSecret #1: The Secret FormulaSecret #2: The Value LadderSecret #3: From a Ladder to a FunnelSecret #4: How to Find Your Dream CustomersSecret #5: The Thee Types of Traffic
Section Two: Your Communication FunnelSecret #6: The Attractive CharacterSecret #7: The Soap Opera SequenceSecret #8: Daily Seinfeld SequenceSection Three: Funnelology Leading Your Customers 99 to theSale (Over and Over Again)Secret #9: Reverse Engineering a Successful FunnelSecret #10: Seven Phases of a FunnelSecret #11: The Twenty-Three Building Blocks of a FunnelSecret #12: Frontend vs. Backend FunnelsSecret #13: The Best BaitSection Four: Funnels and ScriptsFrontend FunnelsFunnel #1: Two-Step, Free-Plus-ShippingFunnel #2: Self-Liquidating OfferFunnel #3: ContinuityFunnels for the Middle of the Value LadderFunnel #4: The Perfect WebinarFunnel #5: Invisible Funnel WebinarFunnel #6: Product LaunchBackend Funnel
Funnel #7: High-Ticket, Three-Step ApplicationSection Five: ClickFunnelsConclusion: IgniteACKNOWLEDGEMENTSThere are so many people I want to thank for being willing to share their ideaswith me.Ideas that ultimately became the strategies behind everything inside of this book.I also want to thank my team—all the people who helped me to implement theseideas, find outwhich ones work, and share them with the world.While there are hundreds of marketers I have learned from, there are manypeople who gave me very specific ideas that built the framework for mycompany, and also forthis book. I’ve tried to give credit to the original sources when possible, butsome of these people may be left out. So I want to mention a few of the brilliantmarketers who have inspired me in no particular order.Mark Joyner, Dan Kennedy, Bill Glazier, Daegan Smith, Tony Robbins, DonLapre,John Alanis, Andre Chaperon, Ben Settle, Steve Gray, Ryan Deiss, PerryBelcher, ArmandMorin, Jason Fladlien, Ted Thomas, Mike Filsaime, David Frey, Chet Holmes,Jeff Walker, John Reese and everyone else who has taken the risk to be an onlineentrepreneurand provide value online!Lastly, I want to thank my team. These people have given me the ability to try allof
these crazy ideas, and share in the successes and the losses. There have beenhundreds ofemployees who have come through our doors, and it would be impossible tomention allof them. But I want to make special thanks to my partners who have supportedme and putin so much more than time.Brent Coppieters and John Parkes for running my companies. Todd DickersonandDylan Jones for creating ClickFunnels and giving us the ability to make thisprocess simple for everyone. Dorel Nechifor for taking the risk on me when Ifirst got started and making it possible to build my company. And Julie Easonfor braving this book with me.Your countless hours have made this book possible.FOREWORDWHAT THE ‘ONLINE MARKETING WIZARDFRATERNITY’ DOESN’TWANT YOU TO KNOW(AND: IS THIS BOOK A FRAUD’?)by Dan S. KennedyYes, there IS an ‘online marketing wizard fraternity’. Many of them hang outtogether, scheme together, and work together. And yes, there ARE a few thingsthey’d rather you didn’t think about, while they perform their wizardly shows.This book is the first of its kind to actually reveal what is really happeningbehind-the-scenes in their fast-growing companies.Don’t misunderstand. Few of these wizards are actually evil. Most bring valid‘magic tricks’ to the show. Many do guide business people to treasure. But oftenthere is a discernible pattern behind everything they say, teach, promise, and
promote: adeliberately-engineered and exacerbated lack of solid ground. This book doesn’tjust focus on magic tricks, but the core strategies you have to have in place toscale a company with online media.It is in the wizard’s best interest for you to believe everything in the onlinemedia, marketing and business world is shiny and new, constantly changing, andun-tethered fromthe old rules, principles, facts, and math of successful advertising and marketing.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 strategiesinto your business on solid ground—tactics and strategies founded in true directresponsemarketing. It is your responsibility to resist the seduction of short-lived, brightand shiny lures, popularity and peer pressure, and the siren-songs of superficiallyknowledgeable promoters of ‘new’ tactics with no knowledge of its originaldirect response genealogy.You must exercise discernment.I’m for challenging norms and breaking rules. But I also like solid ground, notever-shifting sand. I like being confident and in control of things—particularlymy money andthe making of it—not in constant high-anxiety and at the mercy of wizards.I taught myself direct marketing as a science. I’m a reliability guy. I’m far moreinterested in a car that starts and runs well and predictably every time you turnthe key than one that looks sexy and is popular with some in-crowd, but mightstall at 80 MPH ornot start at all. I like evergreen, not frequently obsolete. In my roles as a strategicconsultant and a direct-response copywriter, I am all about creating advertising,marketing, and sales assets of lasting value for my clients—not moneymakingdevices written in disappearing ink.
Tat’s why I agreed to write the foreword for this online marketing wizard’s book.I admire the truth Russell has put between these pages.Unlike many of these wiz kids, Russell Brunson is grounded in direct marketingdisciplines.Discipline is good. General Norm Schwarzkopf (of Operation Desert Stormfame) once said:“Shined shoes save lives.”Norm went on to explain that in the heat of battle, the fog of war, under pressure,theundisciplined die. So it is in business. I sit now, as infrequently as possible, inmeetings with young online marketing people demonstrably devoid of anydisciplined thinking.They are full of opinion and youthful hubris but very short on facts. I would notwant toshare a foxhole with them or depend on them. I would risk it with Russell.This book offers solid ground in the very ethereal world of online marketing andcommerce. It properly treats Internet media as media— not as a business. Itutilizes the science of split-testing. It builds on long-proven marketing funneland sales architecture. It takes a very disciplined approach.It is, in one way only, a fraudulent book. The title is deceptive. It really is notabout“dot com secrets” nor is it a playbook for “growing your company online.” It isthat, but such a narrowed and limiting characterization is deceptive.In truth, this is a solid book about reliable marketing ‘secrets’ that can be appliedto‘dot com’ business activities—and that are ‘secrets’ to many who’ve come ofage only paying attention to what they see occurring online. In truth, this is a
proven playbook for growing your company with effective lead generation andsales/conversion methods, which can be used online and offline.‘Solid’ and ‘reliable’ and ‘proven’ aren’t the sexiest positioning terms, soRussell canbe forgiven for holding them back, waiting to reveal them inside the book,carefully.‘Growing Your Company ONLINE’ sounds cooler and less work than ‘GrowingYourCompany’, so he can also be forgiven for playing to peoples’ fascination of themoment.He is a wizard, and as such must be permitted some legerdemain. But let’s youand I bevery clear about reality. Let me serve a useful purpose for you here.My advice: Don’t settle for or be distracted by mere tricks. Be a responsibleadult.Invest your time ‘n treasure in information, skill and properties that can yieldharvest after harvest after harvest—not fleeting fads, not sexy ideas that age verypoorly. And don’t fall for the idea that any new media gets to defy gravity andlive un-tethered to reality, math, or history.Don’t go into this book in lust for a new, cool, quick, easy “fix” or nifty “toy” orclever gimmick that might make you money today but require you to findanother and another and another, at frantic pace.Go into this book in search of deep understanding and profound clarity aboutthe structure and science of effective marketing to be applied in the online mediauniverse.—Dan S. KennedyDan S. Kennedy is a trusted strategic advisor to hundreds of 7-figure income
professionals, direct marketing pros, and CEOs. He is also the author of over 20books, including No B.S. Guide to Ruthless Management of People and Profits(2nd Edition).Information about Dan at: www.NoBSBooks.com and www.GKIC.com.WHAT THIS BOOK IS ABOUT (AND WHATIT’SNOT ABOUT)Hey, my name is Russell Brunson Before we get started, I want to introduce myself and let you know what thisbook isabout (and more importantly, what it’s not about).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 exponentiallyMOREtraffic than ever before.This book is NOT about increasing your conversions—yet these DotComSecretswillincrease your conversions MORE than any headline tweak or split test you couldever hope to make.If you are currently struggling with getting traffic to your website, or convertingthattraffic when it shows up, you may think you’ve got a traffic or conversionproblem. In myexperience, after working with thousands of businesses, I’ve found that’s rarelythe case.Low traffic and weak conversion numbers are just symptoms of a much greaterproblem, 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).Recently, I had a chance to fly to San Diego to work with Drew Canole fromFitLife.tv. He had built a following of 1.2 million followers on Facebook, butbecause ofsome changes at Facebook, his traffic had dropped by 90%. He was nowspending 116 tosell a 97 product. He was no longer profitable.Drew’s team called me because they wanted help with two things: traffic andconversions.I smiled because that’s why most people call me. They usually assume that I’mgoingto help them tweak a headline or change their ad targeting, and solve theirproblems. But I knew that, like most companies I work with, FitLife.tv’sproblem wasn’t a traffic or conversion problem.It rarely is.More often than not, it’s a FUNNEL problem.After listening to Drew and his team share with me all of their numbers, theirpainsand frustrations, and their ups and downs, I sat back in my chair and told themthey werein luck.“You don’t have a traffic or conversion problem,” I said.“What are you talking about? Our traffic is down 90%, and we can’t break evenconverting our customers!” Drew said.
“The problem is you can’t spend enough to acquire a customer, and the way tofix that problem is to fix your sales funnel,” I replied calmly.One of my mentors, Dan Kennedy, says, “Ultimately, the business that canspend themost to acquire a customer wins.”The reason Drew’s business wasn’t making money was because he wasn’t abletospend enough to acquire a customer. If we fix his sales funnel so that instead ofmaking 97 for every 116 he spends, he can start making two to three times as muchmoney foreach sale—and then the whole game changes. Suddenly, he can afford to buymore trafficfrom more places; he can outbid his competitors, and he can spend two to threetimes more than he is now, all while becoming exponentially more profitable.So, what changes did we make to Drew’s business? How did we take a salesfunnelthat was losing money and transform it into a tool that allowed FitLife.tv tospend MOREmoney than its competitors, while gaining more traffic, more customers, andmore sales?THAT is what this book is about.This book will take you on a journey similar to the one I took Drew and his teamon.It will help you understand how to structure your company’s products andservices in a way that will allow you to make two to three times as much moneyfrom the same traffic
that you’re getting now. And when you follow the steps, you’ll open thefloodgates, allowing you to spend a lot more money to get a lot mo
Mark Joyner, Dan Kennedy, Bill Glazier, Daegan Smith, Tony Robbins, Don Lapre, John Alanis, Andre Chaperon, Ben Settle, Steve Gray, Ryan Deiss, Perry Belcher, Armand Morin, Jason Fladlien, Ted Thomas, Mike Filsaime, David Frey, Chet Holmes, Jeff Walker, John Reese and everyone else who has taken the risk to be an online entrepreneur
