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01 - Russell Brunson - DotComSecrets Book.pdf |
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DOTCOM SECRETS | 01 - Russell Brunson - DotComSecrets Book.pdf |
“ A simple process that ANY company can use to geometrically improve their traffic, conversion, and sales online. ” — Tony Robbins | 01 - Russell Brunson - DotComSecrets Book.pdf |
DOTCOM SECRETS | 01 - Russell Brunson - DotComSecrets Book.pdf |
THE UNDERGROUND PLAYBOOK FOR GROWING YOUR COMPANY ONLINE RUSSELL BRUNSON | 01 - Russell Brunson - DotComSecrets Book.pdf |
DOTCOM SECRETS THE UNDERGROUND PLAYBOOK FOR GROWING YOUR COMPANY ONLINE © 2015 RUSSELL BRUNSON. All rights reserved. No portion of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means—electronic, mechanical, photocopy, recording, scanning, or other—except for brief quotations in critical reviews or articles, without the prior written permission of the publisher. Published in New York, New York, by Morgan James Publishing. Morgan James and The Entrepreneurial Publisher are trademarks of Morgan James, LLC. www. Morgan James Publishing. com The Morgan James Speakers Group can bring authors to your live event. For more information or to book an event visit The Morgan James Speakers Group at www. The Morgan James Speakers Group. com. ISBN 978-1-63047-477-5 paperback ISBN 978-1-63047-478-2 e Book Library of Congress Control Number: 2014919068 Cover Design by: Rob Secades Interior Design by: Bonnie Bushman bonnie@caboodlegraphics. com In an effort to support local communities and raise awareness and funds, Morgan James Publishing donates a percentage of all book sales for the life of each book to Habitat for Humanity Peninsula and Greater Williamsburg. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Get involved today, visit www. Morgan James Builds. com | 01 - Russell Brunson - DotComSecrets Book.pdf |
DEDICATION To 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, and running our home in a way that has allowed me to chase my dreams. | 01 - Russell Brunson - DotComSecrets Book.pdf |
TABLE OF CONTENTS Foreword What The 'Online Marketing Wizard Fraternity' Doesn't Want You To Know (and: is THIS book a 'fraud'?) What This Book Is About (and What It's NOT About) Introduction Section One: Ladders and Funnels Secret #1: The Secret Formula Secret #2: The Value Ladder Secret #3: From a Ladder to a Funnel Secret #4: How to Find Your Dream Customers Secret #5: The Thee Types of Traffic Section Two: Your Communication Funnel Secret #6: The Attractive Character Secret #7: The Soap Opera Sequence Secret #8: Daily Seinfeld Sequence Section Three: Funnelology Leading Your Customers 99 to the Sale (Over and Over Again) Secret #9: Reverse Engineering a Successful Funnel Secret #10: Seven Phases of a Funnel Secret #11: The Twenty-Three Building Blocks of a Funnel Secret #12: Frontend vs. Backend Funnels Secret #13: The Best Bait Section Four: Funnels and Scripts Frontend Funnels Funnel #1: Two-Step, Free-Plus-Shipping Funnel #2: Self-Liquidating Offer | 01 - Russell Brunson - DotComSecrets Book.pdf |
Funnel #3: Continuity Funnels for the Middle of the Value Ladder Funnel #4: The Perfect Webinar Funnel #5: Invisible Funnel Webinar Funnel #6: Product Launch Backend Funnel Funnel #7: High-Ticket, Three-Step Application Section Five: Click Funnels Conclusion: Ignite | 01 - Russell Brunson - DotComSecrets Book.pdf |
ACKNOWLEDGEMENTS There are so many people I want to thank for being willing to share their ideas with 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 these ideas, find out which ones work, and share them with the world. While there are hundreds of marketers I have learned from, there are many people who gave me very specific ideas that built the framework for my company, and also for this book. I've tried to give credit to the original sources when possible, but some of these people may be left out. So I want to mention a few of the brilliant marketers who have inspired me in no particular order. 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 and provide value online! Lastly, I want to thank my team. These people have given me the ability to try all of these crazy ideas, and share in the successes and the losses. There have been hundreds of employees who have come through our doors, and it would be impossible to mention all of them. But I want to make special thanks to my partners who have supported me and put in so much more than time. Brent Coppieters and John Parkes for running my companies. Todd Dickerson and Dylan Jones for creating Click Funnels and giving us the ability to make this process simple for everyone. Dorel Nechifor for taking the risk on me when I first got started and making it possible to build my company. And Julie Eason for braving this book with me. Your countless hours have made this book possible. | 01 - Russell Brunson - DotComSecrets Book.pdf |
FOREWORD | 01 - Russell Brunson - DotComSecrets Book.pdf |
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WHAT THE 'ONLINE MARKETING WIZARD FRATERNITY' DOESN'TWANT YOU TO KNOW (AND: IS THIS BOOK A FRAUD'?) by Dan S. Kennedy Yes, there IS an 'online marketing wizard fraternity'. Many of them hang out together, scheme together, and work together. And yes, there ARE a few things they'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 happening behind-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 often there is a discernible pattern behind everything they say, teach, promise, and promote: a deliberately-engineered and exacerbated lack of solid ground. 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. It is in the wizard's best interest for you to believe everything in the online media, marketing and business world is shiny and new, constantly changing, and un-tethered from the 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 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'm for challenging norms and breaking rules. But 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 taught myself direct marketing as a science. I'm a reliability guy. I'm far more interested in a car that starts and runs well and predictably every time you turn the key than one that looks sexy and is popular with some in-crowd, but might stall at 80 MPH or not start at all. I like evergreen, not frequently obsolete. In my roles as a strategic consultant and a direct-response copywriter, I am all about creating advertising, marketing, and sales assets of lasting value for my clients—not moneymaking devices 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 marketing | 01 - Russell Brunson - DotComSecrets Book.pdf |
disciplines. 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. I sit now, as infrequently as possible, in meetings with young online marketing people demonstrably devoid of any disciplined thinking. They are full of opinion and youthful hubris but very short on facts. I would not want to share 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 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. It is, in one way only, a fraudulent book. The title is deceptive. It really is not about “dot com secrets” nor is it a playbook for “growing your company online. ” It is that, but such a narrowed and limiting characterization is deceptive. In truth, this is a solid book about reliable marketing 'secrets' that can be applied to 'dot com' business activities—and that are 'secrets' to many who've come of age only paying attention to what they see occurring online. In truth, this is a proven playbook for growing your company with effective lead generation and sales/conversion methods, which can be used online and offline. 'Solid' and 'reliable' and 'proven' aren't the sexiest positioning terms, so Russell can be forgiven for holding them back, waiting to reveal them inside the book, carefully. 'Growing Your Company ONLINE' sounds cooler and less work than 'Growing Your Company', so he can also be forgiven for playing to peoples' fascination of the moment. He is a wizard, and as such must be permitted some legerdemain. But let's you and I be very 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 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. Don't go into this book in lust for a new, cool, quick, easy “fix” or nifty “toy” or clever gimmick that might make you money today but require you to find another and another and another, at frantic pace. 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. —Dan S. Kennedy Dan S. Kennedy is a trusted strategic advisor to hundreds of 7-figure income | 01 - Russell Brunson - DotComSecrets Book.pdf |
professionals, direct marketing pros, and CEOs. He is also the author of over 20 books, including No B. S. Guide to Ruthless Management of People and Profits (2nd Edition). Information about Dan at: www. No BSBooks. com and www. GKIC. com. | 01 - Russell Brunson - DotComSecrets Book.pdf |
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WHAT THIS BOOK IS ABOUT (AND WHAT IT'SNOT ABOUT) Hey, my name is Russell Brunson ... Before we get started, I want to introduce myself and let you know what this book is about (and more importantly, what it's not about). This book is NOT about getting more traffic to your website—yet the “Dot Com Secrets” 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 Dot Com Secrets will increase your conversions MORE than any headline tweak or split test you could ever hope to make. If you are currently struggling with getting traffic to your website, or converting that traffic when it shows up, you may think you've got a traffic or conversion problem. In my experience, after working with thousands of businesses, I've found that's rarely the case. 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). Recently, I had a chance to fly to San Diego to work with Drew Canole from Fit Life. tv. He had built a following of 1. 2 million followers on Facebook, but because of some changes at Facebook, his traffic had dropped by 90%. He was now spending $116 to sell a $97 product. He was no longer profitable. Drew's team called me because they wanted help with two things: traffic and conversions. I smiled because that's why most people call me. They usually assume that I'm going to help them tweak a headline or change their ad targeting, and solve their problems. But I knew that, like most companies I work with, Fit Life. tv's problem 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, their pains and frustrations, and their ups and downs, I sat back in my chair and told them they were in 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 even converting our customers!” Drew said. | 01 - Russell Brunson - DotComSecrets Book.pdf |
“The problem is you can't spend enough to acquire a customer, and the way to fix that problem is to fix your sales funnel,” I replied calmly. One of my mentors, Dan Kennedy, says, “Ultimately, the business that can spend the most to acquire a customer wins. ” The reason Drew's business wasn't making money was because he wasn't able to spend enough to acquire a customer. If we fix his sales funnel so that instead of making $97 for every $116 he spends, he can start making two to three times as much money for each sale—and then the whole game changes. Suddenly, he can afford to buy more traffic from more places; he can outbid his competitors, and he can spend two to three times 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 sales funnel that was losing money and transform it into a tool that allowed Fit Life. tv to spend MORE money than its competitors, while gaining more traffic, more customers, and more 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 team on. It will help you understand how to structure your company's products and services in a way that will allow you to make two to three times as much money from the same traffic that you're getting now. And when you follow the steps, you'll open the floodgates, allowing you to spend a lot more money to get a lot more new customers. This book will also show you how to communicate with your customers in a way that makes them naturally want to ascend up your ladder of offerings and give you more money as you provide them more value. Once you know the foundational concepts behind Dot Com Secrets, we'll dive into the phases of a sales funnel and explore the building blocks you will need to use in each phase. Finally, I will give you the seven core sales funnels I use in all my companies, plus all of the sales scripts we use to convert people at each stage in those funnels. You can choose to copy my proven funnels and scripts as is, or you may tweak them to better fit your particular business. When you implement each of these secrets, you will transform your business and your website from a flat, two-dimensional company into a three-dimensional sales and marketing machine that allows you to outspend your competitors, acquire an almost unlimited number of new customers, make (and keep) more money, and most importantly, serve more people. That is what this book is about. | 01 - Russell Brunson - DotComSecrets Book.pdf |
INTRODUCTION My junk mail addiction began when I was twelve years old. I remember the exact night my obsession with junk mail and direct response marketing started. My dad was up late watching TV while working on a project. Normally, he made me go to bed early, but that night he let me stay up late and watch TV with him. I wasn't as interested in the news as I was in spending time with my dad. When the news ended, I was waiting for him to send me to bed, but he didn't, so I started watching what came on next. It was one of those late night infomercials. This particular infomercial featured a guy named Don Lapre who was explaining how to make money with “tiny little classified ads. ” I'm not sure why he grabbed my attention. Maybe, because I was so young, I didn't understand that making money fast “wasn't possible. ” Maybe my fascination grew because he was so charismatic. Whatever the reason, as soon as he started talking, I was hooked. During this infomercial, he told stories about how he started his first business. He explained how he came up with an idea for a product and then placed a classified ad in his local newspaper to sell this new product. The first week after his ad ran, he made enough money to pay for the ad and was left with about thirty dollars in profit. While most people wouldn't consider that a big win, Don knew that he could take that same winning ad, run it in other newspapers, and make a thirty-dollar profit from each paper. He ended up running that ad in thousands of newspapers and made tens-of-thousands of dollars a month doing it! I didn't realize it at the time, but Don was teaching me (and everyone else who was watching) the basics of direct response marketing, which could be applied to any company. Well, as you can guess, my twelve-year-old eyes opened wide, and my heart started racing. I remember getting so excited that I couldn't sleep that night—or the rest of the week. All I could think about was buying Don's system so I could start making money. I asked my dad if he would help me pay for it, but as any good father should, he made me go out and work for the money. I mowed lawns, weeded gardens, and worked really hard for three or four weeks to earn the money to buy the system. I still remember calling the 1-800 number to order. When the box showed up, my heart was racing as I ripped it open. I started reading the pages as Don explained to me the basics of direct response marketing. And that is where this journey began for me. After that, I started collecting classified ads and calling the 1-800 numbers on them to see what people would send me. I started to see that other companies were doing the same thing that Don was teaching! | 01 - Russell Brunson - DotComSecrets Book.pdf |
Then I started to look at magazines and saw the same types of ads. So I would call the phone numbers and send in for the free “info-kits” that these ads were promoting as well. Within three or four weeks, I started getting “junk mail. ” (I put junk mail in quotation marks because studying that junk mail has literally made me millions. ) I started getting so much mail that the mailman couldn't physically fit it all into the mailbox. I would come home from junior high school, and my parents might have two or three letters, but I'd have a whole stack of my very own mail. I'd take it all into my bedroom and read through every letter. I didn't know it at the time, but 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. Whatever they were selling, the process was the same. They would place a small ad asking people to contact their company for a free report. After you contacted them, they would send you a sales letter, disguised as a free report, selling a low-ticket information product. When I purchased the product, they would send me their “system”—along with another sales letter selling me a high-ticket product ( fig. 0. 1 ). Fig 0. 1 The offline sales funnels brought prospects through a predictable series of steps. This was my first exposure to sales funnels. I didn't know it at the time, but this process I was seeing over and over again offline would become the exact SAME system that I would use to grow hundreds of companies online. Now, while funnels often get much more advanced than this, look at this diagram to see what offline funnels look like, and note how similar they are to the online funnels I will be showing you throughout this book ( fig. 0. 2 ): Fig 0. 2 Today's online sales funnels are practically identical to the offline direct response marketing funnels I studied as a kid. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Looking back, I think it's funny that while most kids my age were collecting baseball cards, I was studying junk mail and learning marketing funnels. When I left for college, my mom made me throw my junk mail in the garbage, but I got this one last picture with the best marketing and sales education I could have ever received. Unfortunately, I was never able to afford to sell stuff through classified ads and direct mail when I was twelve. But I understood the concept. It wasn't until ten years later, during my sophomore year in college, that I re-discovered direct response marketing and saw how I could use it on the Internet. Not your typical teenager! MY FIRST ONLINE BUSINESS One late night during my sophomore year in college, I was lying in bed—way too tired to turn off the TV. So instead, I flipped through the channels, and one commercial caught my eye. It was explaining how people were “making money online with a website. ” I knew I needed to learn more. I dialed the number, got a ticket for a local event, and the next night I was at a seminar in a local Holiday Inn. That little seminar re-ignited my interest in business and direct response marketing. I remember hearing the speakers talk about how people were using the Internet to make money in a way that was almost identical to what I had learned when I was a kid. But instead of using mail, they were using email; instead of using magazines, they had blogs; instead of the radio, they were using podcasts. It was fascinating, and I was hooked from Day One. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Fig 0. 3 Blogs, podcasts, and online video are simply newer versions of the old-school offline media channels. I started looking at other people's websites, studying how these businesses were making money. I decided to model what I saw. After all, if it worked for them, it could work for me. So I created similar products and services to what others were selling online. My websites looked similar and the copy on the pages was similar, but for some reason, my efforts made very little (if any) money. I was frustrated because I could see others making money successfully. What was I doing wrong? It took almost two full years of studying, researching, and interviewing successful marketers before I realized that what I was seeing online wasn't the full business. The people who were making money were doing it through steps and processes invisible to the naked eye. While I had modeled the part of their businesses that I could see, there were multiple funnels happening behind the scenes that made the magic work. 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. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Fig 0. 4 I was modeling what I could see happening on the surface, but the real money was made in ways I couldn't see. It took me years to discover and master these Dot Com Secrets—but when I did, my company quickly went from a few hundred dollars a month to millions of dollars a year in revenues. I wanted to write this book, not because I'm smarter than anyone else, but because I think there are a lot of people like I was. People who model the surface level of what others are doing and are frustrated that they aren't getting similar results. This book is the culmination of a decade spent analyzing hundreds of companies and their successful sales funnels. 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. I hope that after reading this book you will realize your dreams of success are a lot closer than you think. You will soon see that by providing a ton of value, communicating effectively with your audience, and building out your sales processes in a very strategic way, you can get your product, service, or message out to the world. And, you can get paid what you're worth while doing it. THREE WAYS THIS BOOK IS DIFFERENT By purchasing this book, you have put your trust in me as your coach. I know that you're busy; I fully understand and respect that. It's important for you to know that I will not waste your time. You have many choices in business and success training, and I'm honored that you've decided to spend your valuable time with me. Here's how this book is different from other business books you may have read: 1. Everything I Show You in this Book Is Evergreen. If you've tried to learn how to grow your company online in the past, you've probably purchased books and courses with systems that worked when they were created, but became outdated before they even got to the publisher. When Google changes an algorithm or Facebook introduces a new layout, many tactics suddenly become obsolete. This book, on the other hand, is a playbook for creating marketing funnels that will | 01 - Russell Brunson - DotComSecrets Book.pdf |
exponentially increase your sales online. It is an evergreen guide. It will be as useful ten years from now as it is today. I only focus on strategies and concepts that will remain the same—even when technology changes. 2. I Don't Just Teach This Stuff; I Actually Do It. There are a ton of people teaching Internet marketing, and the vast majority of them make money by teaching other people the Internet marketing strategies they learned about online. Dan Kennedy calls those people “shovel sellers” because during the gold rush, the people who made the most money were the ones selling the shovels. Today's “shovel sellers” are selling you Internet marketing strategies without actually using any of the strategies themselves. The difference between me and most of my competitors is that I actually do this, for real. That's right. I use every one of the secrets I'm about to reveal to you. And I've tried them in dozens of different markets—from supplements to coaching to software. I also work directly with hundreds of other businesses, advising them and increasing their profitability in almost every niche and every industry you can dream of. About seven or eight years ago, I had the good fortune to work with direct marketing legends Dan Kennedy and Bill Glazer. They work with entrepreneurs all around the world, and I was their main Internet marketing trainer for almost six years. This was a very unique situation, and I was able to work with hundreds of offline businesses, teaching them to implement the same concepts I'm about to share with you. I've also had a chance to teach these Dot Com Secrets at Tony Robbins' Business Mastery seminar as well. I can tell you from experience that these strategies work for both online and offline businesses in just about any industry you can think of. Throughout the book, I'll share examples of these different types of businesses so you can see how each strategy could work in any market. 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. Once you understand the secrets behind what makes online selling work, I will teach you how to build your own sales funnels. 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. So I want you to skip the hard stuff and make it easy on yourself. Once you know how funnels work, implementing them is a simple matter of picking which one you want to use and setting it up. Please don't skip ahead to the Funnels and Scripts section until you've read the earlier chapters, or you will miss learning the core strategies that make those funnels and scripts work. I want everything to make total sense to you. 3. Image Recall. Throughout the book, you're going to notice tons of simple little | 01 - Russell Brunson - DotComSecrets Book.pdf |
diagrams. At first, they won't make sense to you. But after you read through the chapter or section, you'll get it. I promise. The reason the pictures are so basic is because I want you to be able to look at the image and immediately recall the concepts. The graphics are engineered for instant recall. At some point in the future, if you need to remember how to structure an upsell sales letter or a two-step consulting funnel, you'll be able to pull out the picture and instantly recall how to do it. When you need that image recall, you can flip through the book to find the pictures, if you like. Or you can go to www. Dot Com Secrets Book. com/resources/diagrams and print them out. 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. I recommend reading through the entire book once from beginning to the very end. You're uncovering the rest of the iceberg, and you need to understand the concepts in order. Once you've gone through all the material, then you can go back to the chapters you know will make a big difference right away. I'm excited for you to dive in and have some fun with this. So, let's get started! | 01 - Russell Brunson - DotComSecrets Book.pdf |
SECTION ONE: LADDERS AND FUNNELS | 01 - Russell Brunson - DotComSecrets Book.pdf |
SECRET #1: THE SECRET FORMULA It was 11:27 a. m. on a Monday morning, and no matter what I told myself, I just couldn't get out of bed. The muscles in my body ached, although it didn't make sense. I knew I wasn't sore from exercise because I hadn't worked out. I had a sick feeling in my stomach that felt like the flu, but I knew I wasn't sick. In my head, I was WISHING that I had a boss, so he could fire me and end this nightmare that I knew I had to face as soon as I finally stumbled out of bed. How had I gotten here? Just a few years earlier, I had “officially” become an entrepreneur and launched my own company. And despite a lot of mistakes along the way, I had learned a few tricks and was having success. The company I started was profitable. We were serving people and making a difference, but for some reason, I was miserable. A few weeks later, I found myself in front of a huge, blank whiteboard trying to sketch out why I was feeling this way. Something was wrong with my business, and I wanted to figure out what it was. After what seemed like hours, I wrote down two words: Who? Where? I asked myself, “WHO is the person I really want to work with?” Up to that point in my business, I had been trying to sell to anyone and everyone I could. While that sounds smart at first, it left me tired, frustrated, and empty inside. After I got a good idea of WHO I would ideally work with if I had that choice, I started to think about the RESULT I would want to give them. I asked myself, “Where | 01 - Russell Brunson - DotComSecrets Book.pdf |
could I serve my customer at the highest level?” I realized it wasn't through a product or a service. Rather, it was by giving them a result that would change their lives. That result is where I wanted to take them. A few minutes later, I added two more words to the board: Where? Bait? Where are these people? How can I find them online? What type of bait can I create to attract my dream client and repel everyone else? These questions eventually became the outline for what I now call “The Secret Formula,” and it's really the first step that you HAVE to take before you can grow any company. THE SECRET FORMULA The secret formula consists of four simple questions. These are the same four questions that I ask anyone who hires me for personal consultations. At the time of writing, companies pay me twenty-five thousand dollars per day to help them understand and implement this formula and the funnels and scripts inside of this book. Now while I know you didn't pay anywhere near twenty-five thousand to learn this information and go through this process, I recommend you treat this and all of the exercises inside of this book as if you did invest the full amount. If you do, you will get a lot more out of the process I'm going to take you through, and this book will become like a private, twenty-five thousand dollar consultation with me. Okay, let me walk you through the process. Question #1: Who Is Your Dream Client? The first question you have to ask yourself is, Who do I actually want to work with? Most of us start with a product idea, never thinking about who we want as clients, customers, vendors, and associates. But these are the people you will be interacting with day in and day out. You'll probably spend more time with these people than your own friends and family. You choose your significant other carefully, so why wouldn't you take the same time and care in deciding who your dream client or customer will be? If you're just getting started, this may not seem important. But I promise you that if you don't consciously choose your dream client, one day you will wake up like I did, working with people who exhaust you and wishing that someone could fire you from the business you created. After I had successfully launched my first software company, a lot of people took notice of my success online and started asking me how I was making money. Because I saw the demand, I thought it would be fun to teach others how to start their own businesses online. The good thing was there were a LOT of people who wanted to start businesses, and we made a lot of money teaching them. But the downside was that most of them didn't have any money (and couldn't invest in the higher-ticket things I wanted to sell). And | 01 - Russell Brunson - DotComSecrets Book.pdf |
most had no business experience, so I had to spend tons of time on the fundamentals, and that drove me crazy (which is why I didn't want to get out of bed in the mornings). I had so much value I wanted to provide people—showing how I had scaled my companies, teaching conversion secrets and how we structure our funnels—but 99% of my time was spent showing them how to buy a domain and set up hosting. I literally spent years serving these customers, and it made me miserable. My family suffered, and no matter how much money we made, I wasn't happy. It took years before I sat back and actually thought about the WHO. I realized I had overlooked some pretty important questions: Who are my dream clients? What do they look like? What are they passionate about? What are their goals, dreams, and desires? After about a week of thinking about the WHO question, I sat down and created two customer avatars: one for the men I wanted to work with and one for the women I wanted to work with. For the women, I picked a name and wrote it down: Julie. Then I listed out the things I knew about Julie. She is successful and driven; she has a message to share; she values her personal growth over money; and she's already grown her business to at least five figures a year. Next, I wrote down the name Mike. Next to Mike's name, I wrote out the things I knew about Mike. He is a former athlete. At some point, he has helped to change someone's life in a small way and wants to learn how to help more people. He values growth over money, and he's already built his business to at least five figures a year. Then I went to Google images and typed in Julie and the characteristics I had written out. Within minutes, I found a picture that looked like the women in my mind. I printed it out and hung it on my wall. I did the same for Mike, and within minutes, I had both pictures of my dream clients hanging on my wall. This may seem like a silly exercise, but it's important that you do it anyway. Really spend some time thinking about who you want to work with. Write out their characteristics and then go find an actual picture to represent them. It's amazing how your perspective changes when you have a physical picture of your ideal customer—instead of a hazy, half-formed image in your head. Question #2: Where Can You Find Them? The next question in the Secret Formula is WHERE can you find this ideal man or woman? Where do they hang out online? Are they on Facebook or Instagram? What groups are they part of? What email newsletters do they subscribe to? What blogs do they read? Are they reading The New York Times or The Huffington Post? What other interests do they have? Do they like sports or the arts? How about fishing or race cars? If you don't know the who, it will be hard to find out where your perfect client can be found. So make sure you know exactly who you're trying to | 01 - Russell Brunson - DotComSecrets Book.pdf |
1. 2. attract. Then just write down a few places you think the prospect might hang out online. Over the next few chapters, we're going to take a deep dive into how and where to find your dream clients. I'll show you exactly where to find the people you're looking for. Question #3: What Bait Will You Use to Attract Them? Once we know where the dream customers are, we have to create the right bait to attract them. Your bait could be a physical book, a CD, DVD, or an audio recording—anything that your dream customer would pay attention to and want. As my company moved away from selling to beginners and toward attracting dream clients, our first step was to create new bait that would attract “Mike” or “Julie. ” So we created a book called Dot Com Secrets Labs: 108 Proven Split Test Winners. This bait worked great for us, because most beginners don't know what a split test is. But we KNEW that Julie and Mike (our DREAM customers) would know what these terms mean and they would be hungry to get their hands on the book. Within days of launching this new offer, we had thousands of dream clients lining up to work with us. When you find out what your dream clients want, it becomes very easy to attract them. Throughout this book, we're going to talk more about creating the right bait. Right now, just realize the bait has to match what your dream customer wants. Question #4: What Result Do You Want To Give Them? Once you've hooked your dream customers with the perfect bait, the last question is what RESULT do you want to give them? I'm not talking about what product or service you want to sell them. A business is NOT about products and services. A business is about what result you can get for your clients. Once you (and they) understand that concept, then price is no longer a barrier. For me, I knew that the best way I can serve my dream client is to send my team to their office and help build out their sales funnels, hire and train their sales team, and set up systems to drive consistent leads into the company. That is how I can have the deepest impact and serve the client at the highest level. Ideally, it's where I would like to take all of my customers. That type of service is not cheap, but the results I can deliver at that level are amazing. To put it in perspective, for that service, my company charges a retainer and a percentage of sales, which combined equal one million dollars. I understand that many of my customers won't be able to pay me for that level of service (which is why we develop other products and services), but understanding where you ultimately want to take the dream client is the key to this step. Imagine that your clients could pay you anything to get a desired result. What, then, would you do to help guarantee their success? Where would you lead them? What does that place look like? Keep that place in your mind; it's the pinnacle of success for your clients. It's where you want to take them, and it's the key to this last step. That's it. The four steps again are as follows: Who are your dream clients? How can you find them? | 01 - Russell Brunson - DotComSecrets Book.pdf |
3. 4. What bait will you use to attract them? What result do you want to give them? I know that this exercise seems simple, but it is the key to everything else we will be discussing in this book. So take a few minutes now and really answer these four questions. Up Next: In the next chapter, we are going to dig a little deeper and focus on the steps you need to follow to lead your dream customer from taking the “bait” to consuming your product offerings to arriving “where” you want to take them. If you structure this correctly, people will naturally ascend to where you want them to be. They will give you more money, and you'll be able to serve them at a much higher level. | 01 - Russell Brunson - DotComSecrets Book.pdf |
SECRET #2: THE VALUE LADDER Russell, are you a smoker?” “What?” I responded. “No, I've never smoked in my life ... why do you ask?” “Well, I noticed that your teeth are turning a little yellow, and I wasn't sure if you were a smoker ... or maybe you drink coffee?” “No, I don't drink coffee either ...,” I said. “My teeth look that yellow!?” Those were the first words my new dentist said to me about 10 minutes into our first appointment. When I started my new business a few years earlier, my wife and I had no insurance of any kind. I was just hustling to sell things online to try and put food on the table. Then about four or five years into my business, I started hiring employees. What I didn't realize when I first hired them was most “real” companies give their employees benefits. Because I had never had a real job before, I wasn't really sure what benefits were (besides hanging out with me all day, which I assumed was the best benefit ever!). No, they wanted health insurance and dental insurance. So I decided to cave and get them all a “benefits” package. Within days of getting our new dental insurance, I got a postcard in the mail offering a free teeth cleaning. | 01 - Russell Brunson - DotComSecrets Book.pdf |
“Sweet! We've got insurance. It's a free cleaning. I'm in. ” And that's where it all started ... Within minutes, the dentist commented on my “yellow” teeth. “No, I don't drink coffee or smoke. Are they really yellow?” “Yeah, they are. But don't worry. If you want, I can go out back and make some custom teeth-whitening trays for you. You'll have to use them for a few weeks, but if you follow the system, your teeth will be white again. ” Well, I'm sure you know what my response was ... “Yes, please! I don't want yellow teeth. ” The dentist kept working on my teeth, and a little while later, he said, “So, did you have braces when you were a kid?” “Yeah, I did. How can you tell?” “Well, your two bottom teeth are shifting again, and that usually happens to people who had braces. ” “My teeth are shifting? Seriously? What can you do about that?” “Well, if you want, I can build a retainer for you, which will help keep your teeth in place. ” “Yes, please!” When I walked into the dentist office that morning, I had come in for a free teeth cleaning. And in less than an hour, I walked out paying over two thousand dollars for my whitening kit and my new retainers. This dentist had strategically taken me through a powerful process that I call a Value Ladder. First, he had created bait (free teeth cleaning) that would attract his dream client (me). Second, he provided value to me by cleaning my teeth and noticing that my teeth had become yellow. Because I had received value, I naturally wanted to move forward and get additional value from him. He then found another way that he could provide value to me—the retainers—and again, I naturally took him up on that offer as well. Now, for many dentists, they make the most money and provide the most value for their patients by offering cosmetic surgery. Luckily, I didn't need any cosmetic surgery on that visit, or I could have been out ten thousand dollars or more. On my way out the door, the secretary scheduled me for another appointment six months later, adding me to their “continuity” program. Continuity is where you continue paying on a weekly, monthly, or yearly basis until you decide to cancel. This dentist had a perfectly executed Value Ladder ( fig. 2. 2 ). | 01 - Russell Brunson - DotComSecrets Book.pdf |
Fig. 2. 2: This is a great example of a Value Ladder for a dentist. One of the first things I explain to people when I start working with them is the concept of a Value Ladder, and it's the first thing you have to build out before you can start working on any sales funnel. If you look at how we structure it, you'll see that on the left hand axis we have value, and on the bottom axis we show the price ( fig. 2. 3 ). Now, on the top right hand corner of this graph, you'll see the big $ sign. This is where you want to take your client. This is where you can provide them the most value— and also charge them the most. For dentists, this is usually cosmetic surgery. For my company, it's going into your business to build out your sales funnels, set up your backend systems, and generate leads for you. We currently charge our clients one hundred thousand dollars plus 10% of their profits (up to one million) to provide this service for them. So the total cost to my clients is a million dollars for this service. But it's the BEST thing I can provide them, and it gives me the ability to serve them at the highest level. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Fig. 2. 3: You can use this same model to design your own Value Ladder for your business. Now, ideally we would like to sell everyone our best thing, right? You want to serve your customers in the highest way possible. But the sad truth is that if I were to walk up to you on the street and say, “Give me a million dollars, and I'll help you to grow your company,” you would either laugh in my face or run away, thinking I was insane. Why is that? It's because we just met, and so far, I haven't provided you any value. But if you came to my website and saw that I was giving away a free book with 108 of my BEST split tests and all you had to do was cover the $9. 95 shipping, do you think that you'd order it? If you're in my target audience you would—because the price is low, and you have a chance to receive some value in a non-threatening way, allowing you to see if you like the experience. Just like I did with the dentist. Now, if you order that book from me and receive value from it, you will naturally want more. You'll want to ascend my Value Ladder ( fig. 2. 3a ) and see if there are other ways I can provide value for you. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Fig. 2. 3a: My Dot Com Secrets' Value Ladder includes products and services at all levels, including an ongoing continuity program. You may buy one of my home study courses or attend one of my live events. If you receive value from that, then you may decide to sign up for my $10,000 Ignite program, or maybe my $25,000 Inner Circle program. And if I provide awesome value there, then you will naturally want to keep ascending ... and THAT is how we sell our million-dollar packages. We provide insane amounts of value at each step of our Value Ladder, so our clients naturally want to ascend, get more value, and pay us more money. Oh yeah, and just like the dentist, no Value Ladder is complete without a good continuity program. There are many ways to structure your continuity program. It could be organized around software, membership sites, or ongoing coaching, but it should be something you can bill for each month. That residual income will become the lifeblood of your business. For my Dot Com Secrets business, our main continuity program is our software Click Funnels, which allows people to create sales funnels with the click of a mouse. Our clients pay us monthly to use this software to help run their businesses. It saves them a ton of time and money and provides us with residual income. Win-Win. WHAT DOES YOUR VALUE LADDER LOOK LIKE? Now I'm aware that everyone reading this has a different type of company. At this point, you're probably trying to figure out how the Value Ladder applies to your business. I want to share with you a story that will show you how we were able to create a Value Ladder for a business that doesn't seem to have any type of ascending products or services. I have a chiropractor friend, Dr. Chad Woolner, whom I've known for a long time. In fact, it was his urging that got me to create this book. Like most chiropractors, he makes his living doing adjustments for about fifty dollars each. He runs ads, patients come in, get adjusted in about ten minutes, pay him fifty dollars, and leave. Sometimes, if the person | 01 - Russell Brunson - DotComSecrets Book.pdf |
has a more serious condition, Chad may put the client on a continuity plan and have them come in a few times a week over the next few months. But that's about it. One day my friend and I were talking. He wanted to know what I would do differently in his business if I were him. I thought it over for a few days, when a funny thing happened. At the time, I was working with a group of wrestlers who were training for the Olympics. Each week a chiropractor came in and adjusted all of the wrestlers. One week, the regular doc couldn't make it in. So, instead of waiting for a week, one of the athletes jumped on You Tube, typed in “how to give a chiropractic adjustment,” and watched a few videos until he felt like an expert. Then he walked into the other room and quickly adjusted everyone on the team. Now, before I move on, I feel like I should give a disclaimer or a warning or something. Don't get me wrong. The point of this story is NOT to say you should go watch You Tube videos and then start practicing medicine! (And no emails telling me that's illegal or crazy ... okay?) The point is that in about thirty minutes, someone with no formal training at all learned to do what we were paying the chiropractor for. I started laughing, called my chiropractor friend immediately, and told him the story. Naturally, he wasn't as amused as I was. He launched into a long rant about why that was dangerous and why we shouldn't have done it. Then I stopped him and said, “Look, I wasn't just calling to be a jerk. I want to teach you something really powerful. You went to college for years to learn how to be a chiropractor—yet, within thirty minutes, one wrestler was able to learn EVERYTHING that you currently do in your clinic. ” Silence. “I'm curious, while you were going to school, did you learn anything else besides adjustments?” Defensively, he started to tell me about all sorts of other things he had learned and knew how to do. “I spent years learning nutrition and natural healing. I can help stop fibromyalgia, carpal tunnel syndrome, and ... ” And that's where I stopped him ... “Have you ever provided ANY of these services to your clients? Or do you stop giving them value after the fifty dollar adjustments?” Now I want to pause here, because most companies I work with, even if they think they have a Value Ladder, really only have part of one. Almost always, I spend my time working with them on adding products and services to the front of their Value Ladders, as well as the back. After that discussion, I sat down with my friend and we mapped out his current Value Ladder. It looked kind of like this ( fig. 2. 4 ): | 01 - Russell Brunson - DotComSecrets Book.pdf |
Fig. 2. 4: At first, my friend only had one basic service. I helped him flesh out other offerings so he had a fully developed Value Ladder. Then we looked at other ways he could provide more value to his clients. We figured out where he really wanted to take them. Ultimately, he created a new wellness program, for which he could charge five thousand dollars. The clients who participated would get ten times more value from each visit to his clinic. That was the backend—the highest point—of his ladder. Then, after we built out my friend's backend Value Ladder, we still had to find an attractive frontend offer to get people through the door. A chiropractic adjustment just isn't that sexy. It's not like a massage that people enjoy getting, and it's not like going to a traditional medical doctor where you think you're going to die and need some medicine fast. People usually wait until they're in great pain before they'll come in for an adjustment. Chiropractic adjustments just aren't that exciting. If you have a blah frontend offer, your business will always struggle. We sat down, thought through his business, and decided that a massage would be a good thing to offer as the frontend of his Value Ladder. People love getting massages, and it's bait he could use to get people into his clinic. Now he has two full-time massage therapists who give free massages to get people in the door. And just like my dentist sells teeth whitening and retainers, these therapists are trained to feel when a person's spine or ribs are out of place and might need an adjustment. Then they upgrade the client to the adjustments and then to the wellness programs ( fig. 2. 5 ). | 01 - Russell Brunson - DotComSecrets Book.pdf |
Fig 2. 5: Once my friend had a fully developed Value Ladder, his business completely turned around. You might be selling a book right now on the frontend and have no idea how to build up a backend Value Ladder. Well, what other value can you provide to people? Can you be more hands-on with them? Can you offer more personal attention? Can you provide ancillary services or physical products that enhance your primary offer? My very first information product was a DVD on how to build a potato gun. (And that just goes to show you can sell anything online!) But I figured out how to build a Value Ladder by also selling “Do It Yourself” plans and physical potato guns to our customers. The Value Ladder is the key to building your marketing funnels and mastering everything else I'm going to teach you in this book. This system does not work if all you have is one thing—like a book or an adjustment. You need to be able to build out a full Value Ladder. Most businesses I look at have one or two pieces of the ladder, but they rarely have all four. Once we add in the missing pieces, the business can start to expand dramatically. There's no end to the level of backend services and experiences you can add. If you keep providing more and more value, people will spend more and more money to keep working with you. I remember paying twenty-five thousand dollars to be a part of the Bill Glazer/Dan Kennedy Titanium Mastermind program. At the time, my highest backend offer was five thousand dollars. Someone in that program asked me, “So, Russell, what do you sell next to the people who paid five thousand?” I told him that I didn't have anything else to offer, and he responded, “Russell, that's a five thousand dollar buyer lead— you need to sell them something else!” Interestingly, later that night the group (yes, the SAME group that had already paid twenty-five thousand to be in the room) was offered a chance to be in the movie Phenomenon with Dan Kennedy for an additional thirty thousand. And nine out of eighteen people in our group bought the offer! That was when I realized that there really is no end to your Value Ladder. It's one of the reasons why we created our million-dollar | 01 - Russell Brunson - DotComSecrets Book.pdf |
program. Imagine my shock and excitement the first time someone said yes! A percentage of your audience will always want to pay you the premium to get more value. The only limit to your value offerings is your imagination. Keep thinking of higher and higher levels of service, and you can keep charging more and more money. There's always something else you can offer. WHAT IF I DON'T HAVE A VALUE LADDER? Often times, it's hard for companies to figure out how to add more offers to their Value Ladders. Typically, the process is very easy for someone selling information products because that ascension path has already been created and proven in thousands of different information-based companies. But what if you're selling something else? What if you offer physical products, ecommerce, B2B services, or professional services where the path isn't quite as clear? Sometimes it takes a little thought and creativity. If you already have a product or a service that you sell in the middle of your ladder, what type of “bait” could you create to attract your dream customer? I have a friend who owns a company that makes custom suits for people. He was stuck selling a high-end service but unable to see how to construct a solid Value Ladder (probably because the “front” at the time was two thousand dollars). After a while, my friend tried giving away free cuff links online. He put the offer up, started to advertise, and within days, he had generated hundreds of perfectly qualified leads. He then took those people through an ascension plan to get them to purchase their own custom suits. Often times, companies have a frontend product but nothing more to sell on the backend. For that, I love to look at what else they could bundle together. Could they offer a coaching program? How about a live event? What other results or value could they give their clients? I told you earlier that Fit Life. tv's core issue was not a traffic or conversion problem. The only real problem was that they had no Value Ladder. Because of that, they couldn't build out a true sales funnel. They brought people into their funnel, but then the relationship ended. People wanted to give them money, but there was no clear path for them to follow. As soon as they added those things into their business, customers naturally started to ascend the ladder, ultimately paying Drew and his team what they were worth. While it's not always obvious what you can add to the frontend or the backend of your company, I promise that the solutions are there. I also know that if you want to succeed and beat out your competition, you need to have this Value Ladder in place. Up Next: In the next chapter, we are going to talk about the basics of building out your sales funnel. But please take the time to fill out your own Value Ladder. Again, unless you have a complete Value Ladder, it's impossible to build out an effective sales funnel. | 01 - Russell Brunson - DotComSecrets Book.pdf |
1. 2. SECRET #3: FROM A LADDER TO A FUNNEL The Secret Formula was created to help you figure out who you want to serve, how to find them, what kind of bait you should use to attract them, and where you want to take them. The Value Ladder was created to help you figure out what products and services you need to add so that your dream clients move from your bait to your high-end services. Now it's time to bridge the gap between a Value Ladder and a sales funnel. In sections 3 and 4 of this book, we will go into a lot of detail about the strategy, psychology, and tactics you need to build out your own sales funnels. But first, I need you to understand what a sales funnel is and how that relates to everything we've discussed so far. This section is short, but critical to your success. In a perfect world, I would immediately be able to talk my dream client into purchasing my best, most expensive service. But as we discussed in the last chapter, that's almost impossible because I haven't provided value yet. Besides, my highest-level service might not be the best fit for all people. It's almost impossible to build a company just offering your high-end services. You need a full range of offers. So instead of trying to convince someone to buy the most expensive offering right away, we build a funnel that will help us to do two things: Provide value to each customer at the unique level of service that he or she can afford. Make money and be profitable while identifying our dream clients who can afford our highest offer. The best way to show you how this works is to draw a funnel: | 01 - Russell Brunson - DotComSecrets Book.pdf |
Fig 3. 2: A funnel moves people through the sales process. They enter as prospective customers (traffic), and your job is to convert as many as possible into repeat customers by selling to them at the front, middle, and backend of your funnel. Above the funnel is a cloud that represents all of my potential customers. At the top of my funnel is the “bait” that will attract my dream customers. Notice that this bait is also the first rung of the Value Ladder. As I start to place ads featuring my bait, potential customers will start raising their hands, and a certain percentage of those people will purchase my frontend offer. Then I will move to the next step in my funnel. Here I will introduce the next product or service in my Value Ladder. This will, of course, be something offering MORE value, while also costing more money. Unfortunately, not everyone who purchases my bait will also purchase this more expensive, high-value product, but a certain percentage of those people will. From there, I move deeper into the funnel and introduce the next product or service on my Value Ladder. Again, not everyone will buy this product, but a percentage of the clients who initially took the bait will. I will continue to do this through all the levels of my Value Ladder, and at the bottom of this funnel, a handful of people will appear who can afford—and may be willing to purchase—my high-end services. These are my dream clients, the ones I want to work with at a more intimate level. Now, before I “sell” you on why you need to be thinking about your company in terms of “funnels,” I want you to understand that my approach wasn't always this detailed. When I first got started online over a decade ago, there was a lot less competition. I could have just a frontend product, and I'd spend a dollar on ads and make two dollars back in return. But as more people started businesses online and competition started to grow, ad | 01 - Russell Brunson - DotComSecrets Book.pdf |
costs went up, the consumer's buying resistance also went up, and it got harder to sell. People I know who were making millions of dollars a year are no longer in business because they didn't adapt and change with the times. When I started to feel the pinch, I was lucky enough to have some amazing mentors who taught me the importance of building a deeper funnel with more offerings. The deeper your funnel is, and the more things you can offer your clients, the more each customer will be worth to you. And the more they are worth to you, the more you can spend to acquire them. Remember this truth: “Ultimately, the business that can spend the most to acquire a customer wins. ” —Dan Kennedy Every product I sell online has a sales funnel that I take people through. In fact, immediately after the customer buys something, they are offered an upsell or two before they even leave the page. This is one type of sales funnel. But after they have purchased something from me, I use other types of communication funnels to build a relationship and encourage them to purchase other products and services that we sell. You'll learn about these special communication funnels in Section 2. Every product we sell has its own sales funnel to provide value and convert the buyer into a higher-end customer. You'll see all seven of these funnels in Section 4. The fact that you picked up this book and are reading it now is proof that this concept works. I already know that a percentage of everyone who buys this book will upgrade to one of my online web classes. I also know that from there, a percentage of those people will upgrade to my Ignite program or my Inner Circle program. And a few, the ones who are the right fit, will join my million-dollar program, and I'll be coming out to set up this whole system in their offices. Let's Review: So a sales funnel is just the online process you take someone through to get them to ascend through the different levels of your Value Ladder. It's the actual webpages that will make the Secret Formula work. The Secret Formula will help you find your dream customer, offer them your bait, and lead them to where you want them to go— all while providing the customer value and making you money. Up Next: So, the next logical question, after you understand the concept behind the sales funnel, is WHERE do you find the people to put into that sales funnel? Secret #4 will present three simple questions to help you find your dream clients and bring them to your websites— with credit cards in hand. | 01 - Russell Brunson - DotComSecrets Book.pdf |
SECRET #4: HOW TO FIND YOUR DREAM CUSTOMERS With the Secret Formula, you discovered that you must find out who your dream clients are and then find out where they are. Usually my clients can figure out pretty quickly who they want to sell to, but they get stuck figuring out where those dream clients are and how to get them to visit their websites. The process of getting people to come to your website is called “driving traffic. ” So when I talk about “traffic” throughout this book, I'm talking about the people you are convincing (through an ad) to come to your website. People always ask me how to attract more traffic to their websites, but before we can address how to get those people, you have to understand the concept of “congregations. ” One of the coolest things about the Internet is the power of congregations. These seemingly unimportant groups of people gathering together in little corners of the Internet make it possible for people like you and me to get into business quickly and be successful without all the barriers and expensive hurdles of traditional media. When I say the word congregation, what's the first thing that pops into your head? For most people, the word congregation brings to mind a church. A church is really nothing more than a group of people who gather together based on similar beliefs, values, and ideas. For example, each week, the Baptists all congregate together based on their similar beliefs and values. The Catholics also congregate together and so do the Mormons, Seventh Day Adventists, Muslims, and Jews, etc., ... right? So, if I were selling a perfect product for Mormons, where would I go to sell it? Of course, I would go to the Mormon Church. My dream customers would be right there congregated together. All I'd have to do is put my message out in front of them. | 01 - Russell Brunson - DotComSecrets Book.pdf |
My point is not to teach you how to sell things to churches. I want you to understand the power of a congregation because it's one of the main reasons the Internet is such an amazing tool for businesses. Prior to the Internet, it was hard for people around the world to congregate together. We were limited by location and ability to communicate. But now it's possible for anyone and everyone to congregate together and discuss almost anything with groups of people who hold similar beliefs. When I was in high school, there were five or six kids who would get together every day at lunch and play card games. I remember one of the games was called Magic: The Gathering. Now I had never heard of it, and I thought the kids were kind of strange sitting by themselves playing cards. But they were content to congregate together and participate in an activity they enjoyed. I'm sure there were a handful of kids in high schools all over the country doing the same thing, unaware of one another. Before the Internet, that was how things worked. You were kind of limited based on geography; you might not be close to other people in your congregation. As a marketer, I would have found it difficult to reach five kids at one high school and three at another school and six or seven at yet another. It would have cost too much money to be successful. Yet now, thanks to the Internet, those five or six kids in my high school can congregate with others all over the world to play Magic: The Gathering online. They can hang out on forums and play games with people half way across the world. Now, if I have a product to sell to a congregation of people who love Magic: The Gathering, it's easy and economical to go online, find where they are, and get my message in front of them. Here's another example: I was a wrestler in college, and every night all the student athletes had to spend two hours in study hall to make sure we got our homework done. Naturally, I would sit next to my wrestling buddies, and we'd goof off online. I remember looking over one day and noticing that all my friends were looking at the exact same website I was. It was called The Mat. com —a website for wrestlers. We were all chatting about what had happened that month in the world of wrestling and who was winning. We were showing cool moves and discussing what move might work better. Every single person on my college wrestling team was in that study lab for two hours every night hanging out on The Mat. com and talking about wrestling—rather than doing our homework. Interestingly, this was probably happening in every single university around the country. Add in all the high school wrestlers and any older people interested in the sport who would likely find this site, and you can see that potentially every single wrestler in the world could congregate in one spot and talk about wrestling. Now, if I had a wresting product, what would I do to sell it? I would find the existing congregation of wrestling fans, and I would put my message out in front of them. Simple! There are congregations for everything you can dream up—from antiques buyers to zipper collectors. Once you understand the core concept of congregations, driving traffic is incredibly easy. Not sure where your congregations are? Just go to Google and type in your keywords plus the word forum or search for groups related to your keywords on Facebook. It might take a little digging, but you'll find your target audience. Now, there | 01 - Russell Brunson - DotComSecrets Book.pdf |
are three questions you have to ask yourself to find and really tap into these congregations. QUESTION #1: WHO IS YOUR TARGET MARKET? When I ask that question, people tend to answer with straight demographics like, “My target market is women from ages thirty-six to forty-five who make fifty thousand dollars a year. ” For a very long time, straight demographics like that were pretty much the only way to separate the people you wanted to target from the rest of humanity. Traditional media catered to certain demographics through its programming and sold advertising along those lines. If you wanted to reach well-off, intellectual men, you might advertise on the late night news or in The New York Times. If you wanted to reach housewives, you might advertise during a soap opera in the middle of the day. Unfortunately, straight demographics don't give you any of the juicy information about the individual. In the old days, the best you could do was group people in general terms, according to age, gender, income, and geographical location. The Internet has changed all that. Today you can get as granular as you want to with the data available. You can segment people based on musical taste, medical background, and shoe size. If you like, you can even group according to the movies they watched last month or the websites they visited yesterday. Because marketers are now able to target so many different characteristics so accurately, people have lost all patience for generalized, mass media messages. Consumers expect and demand that your advertising be extremely relevant to them. Say you own a local pet food company and your advertising speaks to women in Tampa who love dogs. If I'm a man in Tampa who loves cats, you might want to create a separate message for me. It doesn't matter that both target markets can get food for their animals at your store. Consumers want and expect messaging that speaks directly to them, or they will likely ignore you. There's just too much information bombarding us at all hours of the day and night. As modern humans, we are subconsciously forced to screen out anything that doesn't directly apply to us. So a dog food commercial may not even register on a cat owner's radar, even though your store also sells cat food. To create hyper-targeted messages, you have to know your target market inside and out. Successful businesses get inside of the customer's mind and find out what the individual really cares about. What are their pains and passions? What do they desire? What do they think about, and what do they search for online? When you can find out those tiny details, you can search more specifically and find buyers in not-so-obvious places. For example, in the “how to make money” business that I have, I often think back to myself when I was a twelve-year-old kid buying stuff from infomercials. What were my desires? What got me excited? Where did I look for more information? What words and phrases was I searching for? What magazines did I read? I try to figure out what my mindset was at the time. If I had a wrestling product, I would think back to my own wrestling days. Who are the people in the wrestling market? What are they searching for? What problems do they want to solve? What questions do they need answered? I suggest digging into your own experience to create as detailed a picture as possible for the product you are selling. You want to go way beyond typical demographics when answering | 01 - Russell Brunson - DotComSecrets Book.pdf |
question number one: Who is your target market? Then, when you have an accurate picture, you can move on to the next question. QUESTION #2: WHERE IS YOUR TARGET MARKET CONGREGATING? Remember your target market is made up of real people, so you need to look at their real behavior. Where do they hang out online? Where do they spend their time? What email newsletters might they subscribe to? What blogs do they read? What Facebook groups are they a part of? Are they even on Facebook—or do they prefer Instagram? What keywords are they searching for on Google? What books are they buying on Amazon? Answering these questions can take some time and research, but it's worth taking as much time as you need to develop a clear picture of where your ideal clients are directing their attention. Finding traffic on the Internet really is as easy as answering these questions. Marketers try to make it complicated with all of the technology that helps direct the traffic to certain web pages. But it's your knowledge of the people in your market that makes the technology useful. I like to think of the Internet as a huge mountain, and your ideal customer—your traffic—is gold inside that mountain. Your job as a marketer is to find the gold and mine it out. When you start mining, you're just digging around, poking and prodding, trying to find where the gold is. You know there's gold in that mountain somewhere, but you're not sure where. So you're looking around, trying this area and that area, and all of a sudden, you might dig up a few nuggets. Typically, gold clumps together in a vein running through the mountain (like a congregation). So when you find a little bit of gold, you can dig deeper and find more. You'll soon see that the vein runs deep into the mountain. If you keep following that vein, you can mine out all the gold. It's worth taking the time to do a thorough job in the poking and prodding stage. Because if you can find exactly where your target market is hanging out, then pulling out the gold is simply a matter of putting a relevant message in front of them and directing them to your offer. Do some digging—all the while asking the crucial questions: Who is my target market? Where are these people congregating? You search for a little while, and Boom! You might find an email newsletter they subscribe to. That's a vein of gold. You're going to tap into that. You might buy ads in that newsletter and try to entice all those people back to your website. You might find a blog they frequent or maybe a Facebook group they like. As the entrepreneur, it's your job to go out there and find these congregations. There are people you can hire to help, and there are systems you can set up to tap into those congregations, but first you have to get into the mindset of the target market and figure out where they congregate. Then you're ready for the third question. QUESTION #3: HOW CAN YOU GET A CUSTOMER TO LEAVE THE CONGREGATION AND CHECK OUT YOUR PAGE? | 01 - Russell Brunson - DotComSecrets Book.pdf |
If I'm in the middle of a wrestling debate on The Mat. com, it's going to take something special to get me to leave that site and go look at something else. At this point, you have to figure out what offering is special enough to entice a wrestling fan away from his favorite site. How can you divert attention away from what your prospect is currently doing? I call this process the Enquirer Interrupt. Fig 4. 2: Your ads must be able to grab people's attention if you want them to click over to your site. Did you know that The National Enquirer is one of the most read newspapers in the world? They place their publication in one of the busiest spots on earth: the checkout stand. People only have a split second to make a buying decision, so the publication offers short two-to three- word headlines that will stop almost anyone in their tracks. The magazine is an undisputed master at interrupting your brain patterns and making you notice. Your job online is almost the same. You are trying to engage someone who is already checking email, Facebook, and his cell phone at the exact same time. You have to interrupt potential customers long enough for them to click on your ad and visit your website. As you start to think about what type of ads should you be placing—what they should say, what types of images they should use—I recommend going to Google images and searching for “National Enquirer headlines. ” You'll see hundreds of examples that you can model. If you look closely, you'll notice the magazine always uses a strange or unusual picture to grab the eye. Then it uses short, punchy headlines (usually describing something weird, unusual, or shocking) to make you curious enough to buy a copy. The images and headlines interrupt whatever you were thinking about to make you pay attention to the product, a magazine. In our ads, we place these Enquirer Interrupts to grab our prospects' attention and send them to our squeeze pages, our frontend offers, and our bait. Remember that just because you've identified who your dream prospects are and where they are, your job isn't done. You still need to grab their attention and get them to click over to your website. You | 01 - Russell Brunson - DotComSecrets Book.pdf |
do that through these interrupt-style ads. YOUR ROLE AS THE ENTREPRENEUR As the entrepreneur for my companies, one of my primary jobs is to identify where the veins of gold are located. This task is not for the person buying the ads, optimizing the ads, or picking the keywords, etc. That's like expecting a building contractor to know how to pour the foundation, frame the house, put up the sheet rock, and run the electricity. A contractor does not need to know how to do all of those things to build a house. In fact, if he did do all of those things, it would take ten times longer to get the job done. Instead, he understands the pieces that need to be in place to build a house, and then he hires the electrician to do the wiring and the sheet rock guy to put up the sheet rock. Your job as the entrepreneur is to understand the strategy behind these Dot Com Secrets and then hire the Facebook guy to run Facebook ads and the Google guy to run Google ads. To this day, I've never once run a Google or a Facebook ad, yet I've made millions on both platforms. I understand the strategy, and then I set up systems and hire people who are great at the tactics. In this way, we all do what we are best at. Because I know this division of labor works, I'm not going to go into every detail on how to run the ads in this book. Instead, I want to focus on the strategy. Then, you can build a system and have your team help you to implement it. In the next chapter, I'm going to help you understand the strategy behind the three types of traffic, and we will pinpoint your ONLY goal when driving traffic online. | 01 - Russell Brunson - DotComSecrets Book.pdf |
1. 2. 3. SECRET #5: THE THREE TYPES OF TRAFFIC Acrucial Dot Com Secret you must understand to experience exponential growth is this: There are only three types of traffic: Traffic you control Traffic you don't control Traffic you OWN Once you understand how each type of traffic works and how they tie together, you will have the ability to direct the right traffic to the right offers, and convert the highest number possible into buyers and repeat clients. Your one and ONLY goal is to OWN all the traffic you can. That is how you grow your list and increase your sales. TRAFFIC YOU OWN I want to begin our discussion with the third type of traffic listed above because it's the most important. Traffic you own is the BEST kind of traffic. It's your email list or your followers, readers, customers, etc. I call this the traffic that I “own” because I can send out an email, post a message to my followers, or make a blog post, and I will generate instant traffic. I don't have to buy it from Google or Facebook. I don't have to do any PR or SEO. This is my own distribution channel; I can send out messages anytime I want, with no new marketing costs. I can sell things to these people over and over again, and all of that | 01 - Russell Brunson - DotComSecrets Book.pdf |
money comes back as pure profit. I was lucky when I first got started online to have a mentor named Mark Joyner. Mark had built a huge company online, and when I started to study under him, his number one piece of advice to me was this: “Russell, you have to build a list. ” He ingrained that principle into my mind, and it became my only focus for two to three years. As my list started to grow, so did my income. The first month, I was able to get about two hundred people to join my list, and I made just a little over two hundred dollars that month. When I had increased my list to about one thousand people, I started to average about one thousand dollars per month. When I got my list to ten thousand people, I was averaging over ten thousand dollars per month! And those numbers have stayed pretty consistent now that we have well over five hundred thousand people on the lists. Yes, we average about one dollar per month for each name on our email lists. In some of the markets we're in, the profit is actually a lot higher than that. But as a rule of thumb, when you follow the communication funnels you'll learn in Section 2 correctly, you should expect to see similar results. Once you understand that metric, suddenly list building becomes a much higher priority! That's why it's so important to convert the other two types of traffic (both traffic you control and traffic you don't control) into subscribers and buyers (traffic that you own) as quickly as possible. The bigger your list, the more money you make. TRAFFIC YOU CONTROL The next type of traffic is traffic you control. You control traffic when you have the ability to tell it where to go. For example, if I purchase an ad on Google, I don't own that traffic (Google does), but I can control it by buying an ad and then sending those who click on that ad anywhere I want. Any kind of paid traffic is traffic you control, including the following: Email ads (solo ads, banners, links, mentions) Pay-per-click ads (Facebook, Google, Yahoo, etc. ) Banner ads Native ads Affiliates and joint ventures Now, I personally LOVE traffic that I can control, but my 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 website we call a “squeeze page. ” (We'll discuss squeeze pages a lot more during Secret #11: The Twenty-Three Building Blocks of a Funnel. ) | 01 - Russell Brunson - DotComSecrets Book.pdf |
Fig. 5. 2: Squeeze pages have one goal, and no distractions. There is only one thing for the visitor to do on this page. 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 of 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. Now a certain percentage of people will leave, but the cool thing is that some of those people will give you a personal email address. After that, the traffic you control becomes traffic that you own, and you can start sending the new potential buyer through your Soap Opera Sequences (Secret #7) and your daily Seinfeld emails (Secret #8). TRAFFIC YOU DON'T CONTROL This last type of traffic just shows up, and I don't have any control over where it came from or where it goes. For example, if someone mentions my book on Facebook, their followers may search my name in Google, and they may land on some random page in my blog. I didn't have control over any part of that sequence of events. There are lots of types of traffic that I don't control, including: Social media (Facebook, Twitter, Instagram, Google+, Linked In, Pinterest, etc. ) Search traffic (search engine optimization or SEO) Guest blog traffic You Tube Guest interviews Now, just like traffic that I control, my ONLY goal with traffic that I don't control is also to turn it into traffic that I own. To do this, I try to push all traffic that I don't control | 01 - Russell Brunson - DotComSecrets Book.pdf |
back to my blog. If you visit any of my blogs, you'll notice that the top third of my blog is nothing but a glorified squeeze page. When people go there, the only real thing they can do is give me their email addresses. After they do that, they become traffic that I own, and I can put them into my communication funnels. Fig. 5. 3: I turn my blog posts into modified squeeze pages to convert as much traffic as possible into traffic I own. MOVING INTO YOUR COMMUNICATION FUNNEL Up Next: Now that you understand where you can find congregations composed of dream clients and you understand that your goal is to convert those people into traffic that you own, the next question is, What do you do with the potential customers after they join your email list? Section 2 of this book will show you how we communicate with our audience. It will detail what emails we send out and in what sequence we send them. It will show you how to use your email list as a tool to get people to ascend your Value Ladder. But before we get into the actual sequences that you'll be sending out (Secret #7 and #8), you first have to understand the Attractive Character. | 01 - Russell Brunson - DotComSecrets Book.pdf |
SECTION TWO: YOUR COMMUNICATION FUNNEL | 01 - Russell Brunson - DotComSecrets Book.pdf |
SECRET #6: THE ATTRACTIVE CHARACTER Hey Russell, I'm building a list, but nobody's opening my emails. Nobody's clicking on my links. Nobody's buying what I'm trying to sell. What am I doing wrong?!” People who started my Dot Com Secrets course used to express this same thought all the time. Business owners often get behind the idea that they should be averaging a dollar per month for every person on their list. So, they focus on growing their lists, yet feel stuck and frustrated when they don't see results. Can you relate to that at all? In my experience, the missing link is this concept of the Attractive Character (AC). It's about the persona you're sharing with your audience and how you communicate with your list. Most people either don't bother to create this character, or they don't do it correctly. So, I want to explain the process to you now. It's one of the most important steps you can take when it comes to making sales. Once you intentionally create your AC, your business will change forever. An Attractive Character is not someone who is extraordinarily good looking, although they might be. What I'm talking about here is a persona that attracts clients or customers and helps you build your following to eventually make sales. An Attractive Character allows you to build a platform anywhere you want, whether on email, Facebook, or You Tube. It doesn't matter where you show up; your AC will draw people to you. The first time I learned about personas and characters, I was at a marketing seminar | 01 - Russell Brunson - DotComSecrets Book.pdf |
and heard John Alanis speak. If you look up his name, you'll find he teaches men how to get women to approach them. In other words, he teaches guys how to pick up chicks. I remember he explained how the concept of attracting women was very similar to attracting customers and making sales. If a guy wants a woman to be attracted to him, there are certain things he needs to do. And they are the same things you need to do if you want clients and customers to be attracted to you in your business. He said entrepreneurs need to create an Attractive Character. This was the first time I had ever heard anyone talk about this idea. I listened to him talk for an hour, and it made a huge impact on me and my company. Think about any business—online or offline. Most successful ones have an Attractive Character front and center. Take Subway, for example. Subway used to be just another fast food restaurant like Mc Donald's, Burger King, and all the rest. Then somewhere along the line, the company found this guy named Jared. He was a big guy who weighed over four hundred pounds. However, he started eating nothing but Subway twice a day, and over the course of a couple of years, he lost a ton of weight. Subway shared Jared's story with the world. They put him in commercials, on billboards, everywhere. By making Jared their Attractive Character, Subway transformed its business from an average fast food restaurant to a weight-loss plan. This new tactic completely set the company apart from the competition. One of the reasons that Subway does so well is because it focuses marketing tactics around an Attractive Character. People trying to lose weight can relate to Jared. They understand his backstory, and they want to be like him. If this guy could lose all that weight just by eating Subway twice a day, then they can too. This same guy has been bringing in business for Subway for over fifteen years! Now think about your favorite movies. What was the last movie you saw? Did you see it because you thought the storyline was intriguing? Or did you go because one of your favorite actors or actresses was in it? Movies use Attractive Characters because those ACs bring in the customers. A great example of that concept is the movie Ocean's Eleven. When I saw the lineup for that movie, I had no doubt it would be successful. Producers brought in eleven Attractive Characters, actors who viewers already loved, put them together in a movie, and Boom! Instant hit. Maybe you're not a big Brad Pitt fan, but you love everything Julia Roberts does. So, you go see the movie because she is the Attractive Character you relate to. This is why sequels and franchises work so well, generation after generation. If you loved Harrison Ford as Han Solo in 1977, you probably paid to see all the Star Wars sequels and Raiders of the Lost Ark, too. And guess what? Nearly forty years later, guess who's showing up again to bring you a little more Han Solo? It's amazing to think that one mediocre movie created over a generation ago can still pack the theaters and sell tickets by the millions. That's the power of Attractive Characters. We love them. We want to be like them. We relate to their stories. And we buy what they're selling! This is one of the big secrets behind the most successful online businesses in the most competitive markets, like weight-loss, dating, financial investing, supplements, and ecommerce. All these types of businesses can use an Attractive Character. | 01 - Russell Brunson - DotComSecrets Book.pdf |
I started noticing how this works in my own business when I started speaking at seminars and selling products from the stage. The first few times I spoke, I was still in school at Boise State University. I was a student athlete in the wrestling program, and that information would come out when I told my story from the stage. I talked about wrestling and coaches and lessons I'd learned from the sport. When it was time to sell at the end of the presentation, I noticed that the people who came to the back to buy my product were mostly male athletes. They would say, “Hey, man, I played football in college. ” Or, “Hey, I'm a lacrosse player. ” I didn't realize it at the time, but my story was promoting an Attractive Character that other male athletes could relate to. Interesting. A few years later, my wife and I were trying to start a family. Like so many couples these days, we had some trouble getting pregnant. We went through a long process, but after a few months with a fertility doctor, we ended up getting pregnant with twins. I remember speaking at a seminar, and for some reason, I felt like I should tell that story. I was kind of nervous because I didn't usually share intimate, personal stories. But for whatever reason, I did share that story with the audience and tied it back to my presentation. Then I went through my sales close as usual. When I looked to the back of the room, something weird happened. The athletes were still there, but now there were wives, mothers, and families buying my products, too. I thought, How interesting! I shared something about my family, and suddenly there's a new segment of the audience attracted to that part of my persona. This new audience segment suddenly felt they could relate to me, so they had enough trust to purchase from me. That had never happened before. I remember another time when my company was launching a product called Micro Continuity. Before we released the product, we had done a few workshops teaching the system to people. One student, Joy Anderson, launched a very successful Micro Continuity program, which is still successful today. When it came time to launch the product, I decided I was tired of telling my story, so I decided to tell Joy's story instead. So, we launched the product and sold over eight thousand units, grossing over a million dollars in sales in just two weeks. A few months later, we had a workshop for people who had bought the program. I remember being amazed as I looked out over the audience and saw a fifty/fifty split of men and women. Typically, my workshops are about 90% men, but this one was totally different. At the end, we surveyed the attendees to find out why they had come to the workshop. Almost without exception, all the women said, “I want to be Joy Anderson. ” I kept seeing examples of this trend; the people who related to my stories were the ones who bought my products. So, a few years ago, I started teaching this concept of the Attractive Character. The students who implemented what I'm about to teach you here totally transformed their businesses. All of the major success stories from any of our coaching programs got results by building huge brands and platforms around an Attractive Character. This concept can mean the difference between making one thousand dollars a month and making one hundred thousand a month. How attractive are you? How interesting are | 01 - Russell Brunson - DotComSecrets Book.pdf |
you? Why would someone tune in to watch a TV special about your story? You might be thinking, But I'm not that interesting. I promise that I didn't feel very interesting when I first started out either. But if you find ways to share your backstory, you can make it compelling, and people will follow you because of a personal connection. There are three components to creating an Attractive Character: Elements Identity Storylines You need each of these components to round out a character people will like and follow. In the upcoming chapters, we will discuss how to introduce the facets of your Attractive Character to your audience, but for now, you need to focus on building out your own Attractive Character profile. We're going to go through that process in detail right now. THE FOUR ELEMENTS OF THE ATTRACTIVE CHARACTER 1. Backstory. Every good Attractive Character has to have a backstory. It's essential if you want results. If you turned on the TV and saw Jared sitting there eating a sub, what would your reaction be? You'd probably think something like, Who's that annoying skinny guy just sitting there eating subs all day? Without knowing his backstory of amazing weight loss, you would be unable to relate to him. He'd just be a dude eating subs. But if you see Jared's backstory—pictures of him at 425 pounds and 190 pounds— and then see him eating subs, it's a whole different story. You might think, I'm just like he was. If he can lose all that weight just by eating subs, maybe I can too. I want to be where he is. Do you see the difference in a potential customer's reaction? You share your backstory because you want people to see where you came from. If they can relate to where you came from, then they will want to follow you to where you are now. If they don't see the backstory, potential customers won't follow you or listen to you. You'll seem untouchable; you won't seem real to them. However, if they see that you were once in a similar situation, then they instantly identify with you and will follow you. Your story has provided a hook. You can then lay out the path, and they will want to follow that path. The key is that the story has to relate to the product you're selling somehow. If you're selling a weight-loss product, you want to talk about a weight-loss backstory. If you're selling investing advice, you want a financial backstory. Does that make sense? Now, if you don't have a backstory that relates to your product, that's okay. You can find someone else's backstory and use that instead. This is what I did when I shared Joy Anderson's story and suddenly became attractive to female buyers. Your students, your case studies, your successful clients—those are all resources for relatable backstories and Attractive Characters. The owner of Subway wasn't the guy on TV eating subs all the | 01 - Russell Brunson - DotComSecrets Book.pdf |
time, right? It was Jared. He was the chain's success story, so he became its Attractive Character. Your Attractive Character does not have to be you, but a backstory is essential. 2. Attractive Characters Speak in Parables. Parables are little stories, easy to remember, that illustrate a relevant point. If you've been following me for a while, you know I tell lots of stories, or parables. For example, when I taught my Expert Secrets course, I needed a way to show people that they can make money with any of their talents or skills. So I shared the story, or parable, about the first product I created: a DVD about how to make potato guns. Now, there is a lot to that story that I won't cover here in this book, but it illustrates the fact that you can create and make money selling your experience or expertise in almost anything. I have other parables that I use to teach the core principles that I want and need my customers to understand. Think about other teachers you've had in the past, those who had a great impact on your life. My guess is that if they had a lasting impact on you, it's because they taught you by using amusing and memorable stories. A parable is a story about something that happened in your Attractive Character's life. Most people let life pass them by, and they don't stop to take note of the interesting things that happen to them. But you're different. You have the ability to use the things that happen throughout your life to teach and inspire others—as well as sell products. Here is another example of a parable I use almost every time I sell something. My college wrestling coach's name was Mark Schultz. I had just moved into the dorms and gone to my first practice where I had an awesome time meeting my teammates and the coaches. That night, there was a knock on my door. When I opened it, there stood Coach Schultz. He had brought me a videotape of his own wrestling footage. I thought that was pretty cool, but before he left, he asked me for my wallet. When I gave it to him, he opened it, took all of my money out, and handed me back an empty wallet. I was kind of confused, but too nervous to say anything. He then told me, “Russell, if I gave you that tape for free, you'd never watch it. But because you've paid for it now, you made an investment. Now I know you're going to watch it and learn from it. ” And he was right. Because I had made that investment, I did watch the tape over and over again, and I became a better wrestler because of it. That's the day I learned the power of investment. Now, I share that parable almost anytime I'm going to ask somebody to make an investment with me. Because I know the potential customer wants success, but I know they can't have it unless they make that investment. Do you see how sharing a parable, like the one about Coach Shultz, is MORE powerful than just telling someone he needs to make a personal investment? Look through your life, and I promise that you'll start finding these little parables that can help illustrate important points. You can also draw parables from the lives of others. Just know that when you stop teaching facts and start teaching through parables, your messages will stay with an audience longer. 3. Attractive Characters Share Their Character Flaws. This next element is one that most people really struggle with sharing, but it's one of the most important ones to | 01 - Russell Brunson - DotComSecrets Book.pdf |
share because it makes you relatable and real. You need to understand that every believable, three-dimensional Attractive Character has flaws. Think about your favorite characters in movies, books, or TV shows. Every character that you bond with emotionally has flaws, right? One of my favorite examples is Superman. He's the Man of Steel. He's invincible. Nobody can kill him. As a storyline, it's not very exciting. But when you introduce Kryptonite and his concern for the welfare of his family, suddenly he has vulnerabilities and flaws—he becomes an interesting character that people care about. No one wants to hear about the perfect person—because you can't relate. Yet most of us try to put on a perfect facade for our audiences, thereby alienating the real men and women we are trying to reach. Conversely, as soon as the audience knows you're not perfect, that you have character flaws, then they will start to empathize with you. They'll like you more because you are like them: not perfect. 4. Attractive Characters Harness the Power of Polarity. Another challenge people face when communicating with an audience is trying not to offend anyone. So, instead of being a relatable person, speakers become bland and stay neutral on many topics, only sharing safe things everyone will love. Here's the problem. While that sounds like the logical thing to do— appeasing everyone—the problem is that being neutral is boring. When an Attractive Character tries to win the votes of everyone, they end up reaching no one. Instead, Attractive Characters are typically very polarizing. They share their opinions on hard matters, and they stick to their guns—no matter how many people disagree with them. They draw a line in the sand. And when they take a stand for what they believe in, they split the audience into three camps: those who agree with them, those who are neutral, and those who will disagree with them. As you start to create that polarization, it will change your “fair weather fans” into diehard fans who will follow what you say, share your message, and buy from you over and over again. One of the best examples of this concept is Howard Stern. He's very polarizing. People either love him or they hate him. Yet, as you can see from his following on Sirius radio and his role on America's Got Talent, people are listening. Think about the podcasts you listen to. Think about the blogs and books you read. Do the Attractive Characters you have bonded with and follow have a polarizing effect on you? Are there people you still follow and listen to—even though you can't stand them or their messages? It's very interesting that we will spend as much time listening to, talking about, and sharing things from people that we despise as we do treasuring the wisdom from our favorite people. Yet, if any of those characters weren't so polarizing, chances are you wouldn't even know who they were. Being polarizing is kind of scary sometimes. It is scary knowing that once you start sharing your opinions, there will probably be a group of people who disagree with you and will voice their opinions online. If you search for me online, you're going to find out there are people who love me and people who hate me. That's just the way it is. If you're neutral, no one will hate you, but no one will know who you are either. As soon as you start taking sides on important issues, you'll develop haters, but you'll also develop a | 01 - Russell Brunson - DotComSecrets Book.pdf |
group of raving fans. Those raving fans are the people who will buy your products and services. If nobody's talking about you, then nobody knows who you are. It's time to step out of that neutral space and start sharing your opinions. Bring the things you care about into the open. IDENTITY OF AN ATTRACTIVE CHARACTER Your Attractive Character will typically take on one of the following types of identities. You get to pick which one you want to be, and once we go over the choices, the right one will probably jump out at you. When you get your identity together, it's going to shape how you communicate and interact with your audience. The Leader: The identity of the leader is usually assumed by people whose goal is to lead their audiences from one place to another. Most leaders have a similar backstory to that of their audiences and, therefore, know the hurdles and pitfalls the audience members will likely face on the journey to get ultimate results. Usually the desired result has already been achieved by the leader, and his audience has come looking for help along that same path. I am sure that there are leaders you follow in different aspects of your life, and this may be the role that will be the most comfortable for you when communicating with your audience. The Adventurer or Crusader: The adventurer is usually someone who is very curious, but he doesn't always have all of the answers. So he sets out on a journey to discover the ultimate truth. He brings back treasures from his journey and shares them with his audience. This identity is very similar to the leader, but instead of leading his audience on a journey to find the result, he is more likely to bring back the answers to give them. The Reporter or Evangelist: This identity is often one that people use when they have not yet blazed a trail to share with an audience, but have a desire to. So they put on the hat of the reporter or evangelist and go out to discover the truth. Typically, people who use this identity interview dozens, hundreds, or even thousands of people and share those interviews, and all they've learned along the way, with their audience. This is the identity I used when I got started. I didn't know a lot about marketing online myself, so I started interviewing people. I became a reporter, just like Larry King or Oprah. Because I started interviewing all these cool people and sharing their stories and lessons, I started building an audience of my own. People kept seeing me with these other high-profile people, and over time, I became associated with them. My status went up because I was constantly in the company of high-status people. The knowledge and credibility I gained from being a reporter naturally evolved into my coaching career. Becoming a reporter is a great way to start a business in a niche you don't know much about. The Reluctant Hero: This is my personal identity now, and typically the one that I | 01 - Russell Brunson - DotComSecrets Book.pdf |
try to share with my audiences. This is the humble hero who doesn't really want the spotlight or any fuss made over his discoveries. But he knows the information or the secrets he has are so important that he must overcome his shyness and share them with the world. There's a moral duty that compels him to share all he knows. Many of you may feel this way naturally. The spotlight is uncomfortable, but you know you need to be there. If that's you, the reluctant hero is the perfect identity for you. Play the part. Leader, adventurer, reporter, or reluctant hero: You probably identify strongly with one of these four archetypes. Determine which type is a good fit and build out your Attractive Character using the traits for that identity. If you're an adventurer, tell stories of adventure. If you're a leader, tell stories about where you've been and where you are going. If you've chosen the right identity for you, it should be fairly easy to take on that role. If you're struggling to create your AC, perhaps you should take another look at your identity. ATTRACTIVE CHARACTER STORYLINES Stories are a great way to communicate with your audience. And there are six basic storylines that businesses use over and over again in emails, sales letters, landing pages, and other communications. We use them because they work. Each one is crafted for a specific purpose. Once you learn how to utilize these storylines, you will see for yourself how powerful they are and want to use them over and over in different ways. Let's go over the basic plot structure of each one. Loss and Redemption: “I had everything. I was on top of the world. Life was great. Then ___________ happened. I had to figure my way out of ________________. But it turned out to be a blessing in disguise because I went through __________, and I learned/received ___________. Now I ___________. ” Loss and redemption stories are very powerful because they show the upside of going through hardship or meeting challenges. If you have your own loss and redemption story, great! If not, you can always borrow one from one of your followers or even from the mainstream media or a movie you like. Us vs. Them: You want to use us vs. them stories to polarize your audience. Remember the power of polarity? Using these types of stories will draw your raving fans even closer and give them a rallying cry against the outsiders. I often call out the “talkers vs. the do-ers” on my list. I want people to make a choice about who they are, because if they're with me, then they will be do-ers, continuing to ascend with me. Before and After: “First I was ______________. Now I'm ___________. ” These are stories of transformation, and they work great in any market. For example, in the weight-loss market, you might say, “First I was fat. Then I tried Program X. Now I'm skinny. ” Or, try this with the dating market: “First I was lonely and unattractive. Then I got Program Y. Now, I've got chicks all over me. ” Here is a transformation for the making-money market: “First I was dirt poor, living in a box under a bridge. Then I tried | 01 - Russell Brunson - DotComSecrets Book.pdf |
Product Z. Now, I have a mansion in Beverly Hills. ” These stories are pretty self-explanatory and simple to write. In fact, you can often tell the whole story with just pictures. But don't let the simplicity fool you. These stories are powerful motivators, and you should use them often. Amazing Discovery: “Oh my gosh, you guys ... wait til you hear about this amazing new thing I just discovered! You're not going to believe it, but I hit it out of the park on my first try! I wasn't sure it would work, but it's amazing. You've got to try it!” These stories are huge for selling webinars and teleseminars because they help people believe that the answer they have been searching for is finally available to them. Secret Telling: “I've got a secret ... if you want to find out what it is, you need to do ___________. ” This is my favorite type of storyline. My whole company, Dot Com Secrets, is built around “secret” storylines. The lure of secrets draws the reader into your funnel and up your Value Ladder. Third-Person Testimonial: Sharing other people's successes with your products and programs provides powerful social proof. Get as many third-person testimonials from your customers, clients, and students as you can. Then sprinkle them liberally throughout your stories. Or use them as stand-alone stories and case studies. Let's Review: It's time to get started creating your Attractive Character. When I say “create,” I don't mean “make it up. ” I mean to zero in on a story and personality you or one of your clients has. It's real. Start assembling your identity, your stories, your flaws, and your line in the sand. Most entrepreneurs never think about this vital communication tool. And even if they do, they don't put in the time and effort to do a good job creating a believable persona. Like I said before, creating your Attractive Character can mean the difference between making one thousand dollars a month and one hundred thousand. Up Next: Now that you understand the strategy behind the Attractive Character, let's shift the focus back to how we can use this tool to communicate with your audience and help them to ascend your Value Ladder naturally. | 01 - Russell Brunson - DotComSecrets Book.pdf |
SECRET #7: THE SOAP OPERA SEQUENCE When somebody joins your list for the first time, it's essential that you quickly build a bond between them and the Attractive Character. The way you introduce your character can mean the difference between a subscriber opening your emails consistently or hitting the delete key. For years I tried dozens of ways to build a quick relationship with people after they joined my list, but I always struggled until I learned a concept called the Soap Opera Sequence from one of my friends, Andre Chaperon. If you've never watched a soap opera before, the stories rely on open-ended, high-drama episodes that hook the viewers in and keep them coming back every single day to find out what happens next. The programs are continuous narratives that never conclude. The characters are always either getting into trouble or getting out of trouble, falling in love or breaking up, heading to jail or escaping, dying or magically re-appearing. If you relate to the characters, you can't help but get sucked into the drama and want to know what's coming next. We're going to use the same story structure and elements to create your opening email sequence. The goal is to create an instant bond between your Attractive Character and the person reading the email. If your first email is boring, you're done. They probably won't open the next one. But if you give them something interesting and hook them with an open storyline in the first email, then they will look forward to the next one, and the next, and the next. | 01 - Russell Brunson - DotComSecrets Book.pdf |
In your Soap Opera Sequence, you're going to introduce your Attractive Character and build up an open-ended dramatic story that draws the reader in. There are a few different ways you can do this. For example, I've seen sequences that Andre has built out that have forty or fifty emails! I've never had the time or patience to be able to do that, so instead I built out a simple, five-day Soap Opera Sequence that I send out when someone joins my list. The key to making this sequence work (just like a soap opera) is you have to open and close loops that will drag your reader from one email to the next. For example, I may tell readers in the first email that I discovered the secret to getting rid of their nerve pain forever without expensive pain medications or side effects ... but instead of telling them all the details, I merely open that loop and tell them I'll give them the secret tomorrow. Then, in the second email, I will give them the secret, but then I open a new loop that pulls them into email number three. I'm sure you've seen directors do this on soap operas or reality shows. The tactic pulls you from commercial break to commercial break, from episode to episode. You see it every day on TV; now it's your turn to become a master at it with email. Let me walk you through the five-email Soap Opera Sequence that readers get when they join my lists. It's simple, and it works to build a relationship with the Attractive Character fast. In this example, someone just joined my list by filling out a form on a squeeze page requesting more information about becoming an “Expert,” and the product I'm going to be selling them in this series is called “Expert Secrets. ” Email #1: Set the Stage. This is the first email, a thank you note, that people receive the minute they sign up for your list. It sets the stage for the emails to come and lets people know what to expect. Are you going to email them once a day, twice a day, or once a week? For this first sequence, I recommend once a day for the best results. Here's an Example: Subject: [DCS] Ch. 1 of 5 Body: Hey, this is Russell, and I want to “officially” welcome you to my world. About ten years ago, I started my first online business while I was in college (selling potato gun DVDs), and this little hobby became my obsession. I started selling all sorts of things online and have become a student of marketing. My other businesses are where I test and try stuff out... Dot Com Secrets is where I share what I've learned. My goal is always to give away better stuff for FREE than what other people charge for. In fact, tomorrow I'm gonna do just that. Yes, I'm going to let you go through one of my BEST products for free—and then ONLY pay me if you think it's worth it... BUT only if you open the email when it comes ... | 01 - Russell Brunson - DotComSecrets Book.pdf |
Yes, you heard me right... I want our relationship to start out great... So, I'm going to WOW you with SO much value that you'll feel obligated to buy stuff from me in the future (just kidding ... kinda). Sound good? Cool, then look for that email tomorrow. Thanks, Russell “Your New Marketing Buddy” Brunson P. S. The subject line is “[DCS] Ch. 2 of 5: The day my education failed me” — so look for it! Email #2: Open with High Drama. Okay, if you did a good job opening a loop in email number one, then the reader will be anxiously waiting for your next email to come in. For me, this is where the story “selling” process begins. I learned from Daegan Smith that you ALWAYS start any good story at the point of high drama. Most people mistakenly start their stories at the beginning, but usually stories don't get good until the middle, so it's better to start at the good part, and then you can go back and fill in the backstory after readers are hooked. 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 helping them to lose weight, you take them back to when you were overweight. If you're teaching them finances, take them back to a time before you were successful. You want to bring them on a personal journey with you. This backstory will lead up to a spot where you got stuck and hit a wall. Usually this is where the readers are in their lives right now. They are stuck, and that is why they are open to your answers. You explain to them how you hit that wall and then found the answer. But don't give them the answer yet. Just open the loop, and promise to close it in email number three. Here's an Example: Subject: [DCS] Ch. 2 of 5: The day my education failed me. Body: “How did I get here?” I sat in the middle of a full auditorium, feeling a little confused that after everything, it would all end here ... like this. I had been blindly following the status quo for fifteen years, moving towards one goal, only to find out the whole thing was a lie ... I looked to my left ... and I looked to my right ... and I saw hundreds of others | 01 - Russell Brunson - DotComSecrets Book.pdf |
in the same situation as me. Only THEY had smiles on their faces. Didn't they know what was about to happen to us? It was Saturday, May 14th, 2005. It was the day I was finally graduating from college, the day my parents had told me about for years. “You need to get a college education so you can get a good job. ” Sure, tonight there would be a lot of celebrating ... But what about the next morning? That's when we all had a chance to meet the “Real World. ” And as we quickly found out, it's not very nice or forgiving. For most of the people who graduated with me, IF they were able to find jobs, they were going into entry-level jobs making thirty to forty thousand dollars a year... Barely enough to cover the monthly payments for their student loans. Loans which, by the way, are non-dismissible ... EVEN if you declare bankruptcy. The chains of debt and a job market that can't pay enough to cover the costs of our education is what we each inherited when we stepped into the “Real World. ” So, when I looked around and saw them all smiling on graduation day, at first I was confused ... Not for me, but for them ... Because for me, I knew what my next step was. Just two years earlier, I had stumbled on a cool way to take the things I was good at in my life and turn those things into a business. This was a business that had made me two hundred and fifty thousand dollars my senior year in college and would go on to make me over a MILLION dollars within just one year of graduation. Would you like to know what I found out? Are you interested in how I was able to get my idea up and running with literally no money, while I was going to school, wrestling, and spending time with my new wife? If so, then look for my email tomorrow. I'm gonna show you the epiphany I had, but more importantly, I'm going to explain how you can use it to get similar results in your life! So, look for tomorrow's email. The subject line is [DCS] Ch. 3 of 5: Expert Secrets. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Thanks, Russell “Wish I Had My Tuition Back” Brunson P. S. I almost forgot. I told you yesterday that I was going to GIVE you my best product for free ... You can get it here (but please don't share it with anyone else)—this is for my faithful subscribers only: www. Expert Secrets. com/freeaccess <= my best product This course has made more of my students independently wealthy than anything we've ever done in the past. So go signup for the training now and let's see where it could take you! Talk to you tomorrow! Email #3: Epiphany. Now it's time to start bringing in the dawn. You have an epiphany. You realize something you hadn't thought of before. Maybe it's something that was right in front of you the whole time. It's the moment that everything turned around for you. By now the reader is so hooked in, they want to know (and hopefully buy) your solution. Most of the time, your epiphany email will lead back to your core offer— whatever you're selling that solves the problem. My epiphany was I needed to build a list, and that's when I learned about_________________. I had to get a support system to help me get over my addiction; that's when I found_________________. I had to address the emotional roots of overeating, and that's when I discovered_________________. The epiphany ties into the solution you're selling. If you're selling someone else's product, it's enough to say your epiphany led to the discovery of the product. Here's an Example: Subject: [DCS] Ch. 3 of 5: Expert Secrets. Body: I was sitting in my college classroom. doing the math and trying to figure out howmuch my college professor was making per hour. I assumed he was making about fifty thousand dollars per year. (My estimate may have been low or high; I have no idea. ) If he was working forty-hour weeks, then he was probably making about twenty-five dollars an hour. I then looked at a “how to” book I had bought the night before. I had paid fifty dollars for the book, and I thought it was awesome. I knew the person who wrote the book had said that he sells, on average, one hundred copies of that book per day. One hundred copies! I was doing the math, and at fifty dollars per book, he was making about five | 01 - Russell Brunson - DotComSecrets Book.pdf |
thousand dollars per day! Or $1,825,000 per year! But the craziest part is the guy only spent a few days writing the book (it was 90% pictures and just 10% text), and when he was done, he NEVER had to write it again. The book did the teaching for him! He was able to create it once and then get paid for it over and over again! That's when I realized I didn't want to sell my knowledge by the hour like my professor was doing ... I wanted to sell it like this author! And so that's what I did ... And by my senior year in college, I had made about two hundred and fifty thousand dollars! And within a year of graduation, I had made over a million! And I did this all by focusing on ONE thing ... Selling my knowledge the right way! Would you like to know how I did that? If so, I just posted a video online that will show you how I took twenty dollars and a simple idea and turned it into a million-dollar-a-year “how-to” business. I posted the video here: www. Expert Secrets. com/freeaccess Go check it out, and let me know what you think. Thanks, Russell Brunson P. S. Tomorrow I want to show you a few hidden benefits that being an “expert” will give you, benefits you probably don't even know exist. Look for that email tomorrow! Email #4: Hidden Benefits. In this email, you want to point out benefits the reader is getting by knowing you and following your plan or by using your product. You want to focus on benefits that probably aren't as obvious. This gives you another reason to email them, and it gives the prospect another chance to build an even stronger bond with the Attractive Character. This email will point out the hidden benefits they may not have thought about before. Sure, you're going to make more money—but you also get more freedom to travel. Sure, you're going to lose weight—but you'll also live long enough to enjoy your grandchildren. Sure, you're going to be able to work from home—but did you realize you'll be able to take vacations whenever you want? Often, it's the hidden benefits that really grab the reader and move them to take action. So, you want to come up with parables (stories) that demonstrate those hidden | 01 - Russell Brunson - DotComSecrets Book.pdf |
benefits. Show them how you can take time off whenever you want, and explain how that makes you feel. When the reader thinks, Man, I want that for myself! That's when they click the link and buy your products. Here's an Example: Subject: [DCS] Ch. 4 of 5: The Hidden Benefits. Body: When I first became an “Expert”, I was concerned because I didn't have any credentials, degrees or anything... I just knew that what I showed people worked and I wanted to share it. But what caught me off-guard was how helping people get what they want in life actually changed the quality of my own life. Sure, I started to make a lot of money, BUT... more importantly, each person I helped opened up new doors for me. Through my “Expert” business, I've been able to travel around the world and meet cool people like Tony Robbins and Richard Branson... But the REAL hidden benefit has been the fulfillment I get when I see someone else change his or her life. And that is what this business really is about for me, I'm guessing if you're here, then it's probably the same thing for you too—am I right? If so, then you NEED to signup for my Expert Secrets course. Normally I charge $3,000 to attend, but I am going to do two cool things for you: I'm giving you a HUGE 90% discount You're ONLY gonna pay if you like it! Yes, that's right—you get to come signup, attend, get all of my best ideas— and then IF (and only if) you love it, will you pay. And if you don't like it for any reason—then you're getting it for free. Does that sound more than fair? Cool—then go get your ticket for our upcoming event (it's happening this Thursday) here: www. Expert Secrets. com/freeaccess Thanks, Russell Brunson Email #5: Urgency and CTA. This is usually the last email in my Soap Opera Sequence. It's NOT the last email I send people, it's just the end of my introduction. The goal is to give the reader one last push to go take action right now. You do that by adding urgency into the equation and then using a call to action (CTA). Up to now, you've been casually using CTAs, but in this last email, you want to light a little fire under readers. What legitimate reasons can you come up with that would make them need to take action | 01 - Russell Brunson - DotComSecrets Book.pdf |
right away? Your webinar starts tomorrow. You only have ten seats left at your event. You only ordered one thousand books, and most of them are gone. You're pulling the video offline. Whatever the reason, it needs to be real. Fake urgency will backfire on you, and you'll lose all credibility. Just think of a reason why you might “run out” of whatever you're selling. If it's an evergreen product, then create a special sale that ends soon. Or give readers a coupon that expires in twenty-four hours. Be creative! There's always some way to create real urgency. Here's an Example: Subject: [DCS] Ch. 5 of 5: Last Call. Body: I've been talking about my “Expert Secrets” class this week, and how you can get a ticket for free... But that special offer is going away TODAY... Yes, if you read this email tomorrow, then I apologize, because it will be too late. If you take this class later, you'll have to pay AT LEAST $300, but I might put it back to its full ticket price of $3,000 by then as well (haven't decided yet). But—if you want to take me up on my “try before you buy” offer, and go through the entire 51/4 hour training BEFORE you spend a dime... Then go get your ticket ASAP here: www. Expert Secrets. com/freeaccess You've been warned - I don't want any emails tomorrow saying I didn't warn you. So, go get your ticket, and I'll see you on the training. Thanks, Russell Brunson THAT'SHOW THE SOAP OPERA SEQUENCE WORKS: Email #1 pulls the reader to Email #2 ... Email #2 pulls the reader to Email #3 ... And so on. The emails themselves should be easy to read and fast to scan. So, use one or two sentences per line. Add in lots of white space. Do not use long paragraphs that slow | 01 - Russell Brunson - DotComSecrets Book.pdf |
people down. I like to write out the basic structure elements first. Then I fill in the juicy details and emotional hooks. You probably noticed a couple of other things in the example emails. First, I use loads of personality. This is the reader's introduction to my Attractive Character; I want people to bond with me and be entertained. I don't try to hide who I am. And along those same lines, you may have noticed some grammatical errors. Why didn't I fix them? Remember, your Attractive Character needs flaws so people can relate. That goes for your emails, too. I'm not telling you to put errors in on purpose, but if they happen, don't freak out. And please don't let fear of making a mistake keep you from sending out the emails at all. If you follow the Soap Opera Sequence style, you're going to be amazed by how much more successful you are—early on and as long as you continue to send emails to your list. To make it easy for you to get the hang of this, I've created a special Soap Opera Email Template you can download and use over and over again. By using this template, you'll never forget any of the major elements, and you'll save a ton of time when writing emails. To download: Go to www. Dot Com Secrets Book. com/resources/soaptemplates Up Next: So, you've got your Soap Opera Sequence set up. Now what? How should your Attractive Character communicate with your list going forward? I'm glad you asked! You're going to use what I call Seinfeld emails. That's the next secret! | 01 - Russell Brunson - DotComSecrets Book.pdf |
SECRET #8: DAILY SEINFELD SEQUENCE RUSSELL (an NBC executive): So, what have you two come up with? JERRY: Well, we've thought about this in a variety of ways. But the basic idea is I will play myself. GEORGE: (Interrupting) May I? JERRY: Go ahead. GEORGE: I think I can sum up the show for you with one word: NOTHING. RUSSELL: Nothing? GEORGE: (Smiling) Nothing. RUSSELL: (Unimpressed) What does that mean? GEORGE: The show is about nothing. JERRY: (To George) Well, it's not about nothing. GEORGE: (To Jerry) No, it's about nothing. JERRY: Well, maybe in philosophy. But, even nothing is something. (Jerry and George glare at each other. The receptionist enters. ) | 01 - Russell Brunson - DotComSecrets Book.pdf |
SUSAN: What's the premise? JERRY: Well, as I was saying, I would play myself, and as a comedian living in New York, I have a friend, a neighbor, and an ex-girlfriend, which is all true. GEORGE: Yeah, but nothing happens on the show. You see, it's just like life. You know, you eat; you go shopping; you read ... You eat; you read. You go shopping. RUSSELL: You read? You read on the show? JERRY: Well, I don't know about the reading. We didn't discuss the reading. RUSSELL: All right, tell me. Tell me about the stories. What kind of stories? GEORGE: Oh, no. No stories. RUSSELL: No stories? So, what is it? GEORGE: (Showing an example) What'd you do today? RUSSELL: I got up and came to work. GEORGE: There's a show. That's a show. RUSSELL: (Confused) How is that a show? JERRY: Well, uh, maybe something happens on the way to work. GEORGE: No, no, no. Nothing happens. JERRY: Well, something happens. RUSSELL: Well, why am I watching it? GEORGE: Because it's on TV. RUSSELL: (Threatening) Not yet. GEORGE: Okay, uh, look, if you want to just keep on doing the same old thing, then maybe this idea is not for you. I, for one, am not going to compromise my artistic integrity. And I'll tell you something else. This is the show, and we're not going to change it. (To Jerry) Right? Yes, that was the dialog from one of my all-time favorite TV shows, Seinfeld. This was the episode when George and Jerry were trying to pitch their idea to NBC about starting a show about nothing. It was funny because the show Seinfeld actually was a show about nothing. When I first started growing my list, I really struggled to send emails. What did I have to say that was important enough that people would want to open and read it? So I started focusing on writing great, content-packed emails that often took days to write. I thought that was the answer. But I later discovered that after someone had gone through my Soap Opera Sequence and bonded with the Attractive Character, content wasn't what they responded to. What the readers responded to was ... well, nothing. My emails switched from 100% content to 90% entertainment and just 10% content, | 01 - Russell Brunson - DotComSecrets Book.pdf |
and my readership, opens, clicks, and sales all skyrocketed with the change. You want your Attractive Character to be fun and entertaining. That's how you're going to write your daily Seinfeld emails. That's right; I recommend sending them daily after your initial Soap Opera Sequence is finished. I know a LOT of people get VERY nervous about how often they email their lists. I used to feel that way, too. I used to email once a month, and my response rates were horrible. So then I started emailing twice a month. And guess what? I more than doubled my income. Then I decided to email once a week, then twice, then every other day, and what I've found now is that if I don't email my list every day, I lose money every day. I strongly recommend emailing every day, and if you do it with the “Seinfeld style” I'm going to show you now, readers won't get annoyed because they will be so entertained. The secret to keeping your subscribers happy to hear from you every day is using the Seinfeld format. Be entertaining. Just talk about your day. What's going on in your Attractive Character's life? What happened that's embarrassing? How are you getting through the holiday season? Where are you planning your vacation this year? What did you buy recently that you regret? What did you buy recently that you just adore? What made you scream with rage yesterday, that you're laughing about today? What crazy antics did your kid or your dog get into yesterday? What funny thing happened in your past that teaches a lesson? These are emails about nothing. Just random episodes and entertaining stories. EXCEPT ... they have a purpose. The goal is to lead people back to whatever you're selling. It might be your core offer or some other product or service. It might even be someone else's product. Every story needs to relate back to something you're selling. That's the secret. That's how you make money. If you just send out entertaining emails and don't tie in your products or services, you won't make a dime. Not even if you're the best storyteller in the world. EVERY EMAIL and each story must be tied back into some type of offer for your audience. Let me show you an example of some Seinfeld emails and how I tie the story back into the product I'm selling. Both these examples made over one hundred thousand dollars each when they were sent out to my list. They are both great examples of emails about nothing. | 01 - Russell Brunson - DotComSecrets Book.pdf |
EXAMPLE #1 Subject: [True Story] He FLUSHED $20 million down the toilet today Body: So, yesterday we had a guy apply for my Ignite program I saw his app come through, and I was actually really excited, because he is in the golf market. Now, I'm no golfer, but I've got a lot of friends doing $20 million + in the golf market online. I saw his product and KNEW it was a home run. So, the coach who was going to call him back asked me for my opinion on his business before she called him, and I sat down for ten minutes and pulled up the following: His three major competitors Every site competitors were SUCCESSFULLY buying traffic from The top three converting ads for each of his competitors The sales funnels that WERE converting and the main reason his was NOT I then showed her the two media buyers I would use if I were in the golf market (both can send over one thousand sales a day, consistently). Armed with this information, she called the guy up... He was a little cocky (and rightfully so—he'd sold over 100,000 units of his product on TV). Yet, for some reason, he couldn't figure out this pesky Internet thing ... She started sharing some of my ideas with him, and then he stopped her... “Look, I've read twenty books on Internet marketing ... there isn't a single thing Russell could teach me that I don't already know... ” So she tried to explain, “Look ... you could read a million books on Jiu Jitsu, but that's not gonna help you in a street fight... ” I thought that was pretty funny, but what happened next was just sad. He said, “Well, Russell doesn't know anything about golf... ” and then he hung up. Now, while he was right about me not knowing anything about golf... I know EVERYTHING about SELLING golf stuff online. I've been doing this for OVER ten years now. I've personally trained over 2,500 companies in my office here in Boise. I've worked with a LOT of golf guys ... (and one golf gal). | 01 - Russell Brunson - DotComSecrets Book.pdf |
I've worked with people in just about every market I can think of (except bowling ... I've never had someone teaching bowling come to me, which makes me sad, because bowling Is my third favorite sport after wrestling and Ju Jitsu). Anyways ... For about everything else I can think of, I've mapped out a funnel, shown the client what they were doing wrong, Introduced them to my media buyers, advised them on which sites to buy ads from, and instructed them on what they should be spending to acquire a customer in THEIR specific market. I then usually introduce the client to the gurus I know in those areas. After speaking on Dan Kennedy's stage for six years, I have met most of the “gurus” in most industries, and my position makes it easy to find connections for others. Those are the things you CAN'T learn in a book ... Those are the things we bring to the table for our Ignite people. My goal for that group is not to teach them more stuff ... it's to make them more money. Anyway, if you've got a golf product, let me know, because I've got a killer twenty- million-dollar-a-year blueprint that this dude just flushed down the toilet because of his arrogance ... or Ignorance. Either way, he lost out. You can just plug in and run with it... Or if you sell, well, almost anything else, I'd love to help with that, too. Our next Inner Circle meeting is here in Boise in May. If you'd like to come, you've got to act fast. You can apply here: http://lgnite. Dot Com Secrets. com Oh, and we only accept cool people. If you like to flush money down the toilet... PLEASE don't apply. Thanks, Russell Brunson EXAMPLE #2 Subject: Jiu Jitsu is like wrestling for old, fat guys (and other marketing stuff) Body: So, tomorrow I'm fighting in a Jiu Jitsu tournament. For those of you on my list who don't know what Jiu Jitsu is, it's kinda like wrestling for old, fat guys (which is GREAT for me because, while I still look | 01 - Russell Brunson - DotComSecrets Book.pdf |
like I'm thirteen, I am actually getting a lot older—34 yrs old now—and fatter —30 lbs. heavier than when I was wrestling). Anyway, I have weigh-ins in a few hours, and as of right now, I'm still seven pounds overweight ... Good thing I'm a wrestler and have some awesome weight-cutting skillz. In fact, I just found my old weight-cutting clothes this morning. Check them out: Yes, they are a little tight, but my three-year-old told me I look like a ninja, so they can't be that bad ... right? Anyway, in about an hour, I'm gonna go to the wrestling room, and within thirty to forty minutes, I'll lose all 7 lbs. Then tomorrow, I get to step onto a mat with a bunch of younger, faster guys whose ONLY goal in life is to choke me out ... (or to break my arm, whichever comes first). I'm SO SO SO SO SO SO excited! So, why do I tell you this? Because this week, we did well over six figures in sales. Not this month ... this WEEK. And we did it WITHOUT any product launches ... WITHOUT any affiliates ... And while that is a pretty normal week for us, this week was special because we also did it... WITHOUT me actually being in the office ... Yup... You guessed it ... I spent most of this week in the wrestling room, getting ready for the tournament this weekend. Yet, we still did six figures in sales while I was gone. Would you like to learn how I did it? | 01 - Russell Brunson - DotComSecrets Book.pdf |
Would you like to see how you build a business that can run just as well when you're gone as when you're there? Are you ready to take your company to the next level? If so, I've got good news for you ... As long as I don't end up in the hospital after my match this weekend, I'm gonna be coming into the office next week. That gives me time to work personally with two more people to help build out their funnels ... (the SAME type of funnel we use to pull in six figures a week like clockwork). If you're ready to take your game to the next level and create a business that can truly give you time and freedom to do other things you love, then let's get on the phone and figure out how we can work together. Sound good? If so, then you can apply here: http://lgnite. Dot Com Secrets. com Oh, and if you're looking for a “get rich quick” scheme, this Isn't it. If you're looking for a “work hard and build an awesome company” scheme, then I'm your man! Okay, I'm off to cut weight... Wish me luck this weekend! Thanks, Russell Brunson P. S. I already know that it's not healthy to cut seven pounds in under an hour... so no emailing me telling me it's not healthy. I'm pretty sure that stepping onto a mat with someone 30 lbs. heavier is a lot less healthy than me losing 7 lbs. of water in an hour. Haha... Do You See How Seinfeld Emails Work? Do you see how the story eventually ties into a product? That's how your Attractive Character is going to communicate with your list in every email you send after your Soap Opera Sequence. It's fun. And once you get the hang of it, the writing goes pretty fast. You can even dictate the email, record it on your phone, and then send it to your assistant to be transcribed. One thing I should note here. These are broadcast emails, not auto-responders. Soap Opera Sequence emails are set up to be an auto-responder sequence. That means after someone signs up, they get email one on the first day, then email two on the next, etc. Seinfeld emails are different. After someone has completed your SOAP series, they should be moved to a broadcast list where they will only get the Seinfeld email that you send out that day. Seinfeld emails are typically not lined up in a sequence that everyone | 01 - Russell Brunson - DotComSecrets Book.pdf |
has to go through. That doesn't mean you can't write them ahead of time and schedule the broadcasts in your email provider, but typically they are tied to relevant things happening in the life of the Attractive Character as they are happening. Lastly, these emails do double duty when you put them on your blog. People often ask me what they should write about on their blogs, and I always tell them simply to copy and paste their daily Seinfeld email. It's quick, easy, and consistent blog content that leads people to a sale. Let's Review: Your Soap Opera (auto-responder) Sequence is your Attractive Character's introduction to your new subscriber. If you follow the outline I provided, you'll notice an increase in your sales simply because people can relate to your backstory and epiphany after they read about it. Seinfeld emails continue the conversation on a daily basis. The goal is to be fun and entertaining while you sell stuff. You can get started with this right now. Go download your Soap Opera Sequence template, and write your first five emails. Then start writing your Seinfeld emails and loading them into your email provider. If you get stuck for ideas, my team has compiled a list of writing prompts for you. Download them at www. Dot Com Secrets Book. com/resources/seinfeld. Up Next: Now that you have seen how we communicate with the traffic that we are bringing into our funnels, it's time to shift focus back to building your sales funnel. Section 3 is called Funnelology and will discuss the strategies behind building your successful sales funnels. | 01 - Russell Brunson - DotComSecrets Book.pdf |
SECTION THREE: FUNNELOLOGY LEADING YOUR CUSTOMERS TO THE SALE (OVER AND OVER AGAIN) | 01 - Russell Brunson - DotComSecrets Book.pdf |
SECRET #9: REVERSE ENGINEERING A SUCCESSFUL FUNNEL Before I start to build out any new sales funnel, the first thing I want to do is find other people who already have a successful funnel and are selling to my target market. If I can't find other businesses, then I won't continue to move forward. But if I can find others who are already successfully selling to the chosen market, then I can reverse engineer what they're doing and figure out where they are getting their traffic. The Internet is full of gurus teaching hundreds of different ways to generate traffic, and it seems like a new tactic or trick pops up every day. For me, I focus on one real strategy. I prefer to find out where the traffic already exists and then just plunk myself down in front of it and send it on a little detour to my site. Why work hard to generate traffic when it's already out there waiting for you? This chapter is going to show you how to reverse engineer your competitors' sales funnels. You will learn how to understand what they are doing, where their traffic is coming from, and how to transform their traffic into your traffic. FIVE VARIABLES OF SUCCESSFUL CAMPAIGNS The first step to reverse engineering existing traffic streams is understanding the five elements that go into any successful online ad campaign. I never start creating a funnel | 01 - Russell Brunson - DotComSecrets Book.pdf |
1. 2. 3. 4. 5. unless I know at least four of these five things. I never want two unknowns. Also, as I'm analyzing my own funnels—if something isn't working—it usually comes down to one of these five things: Demographics Offer Landing page Traffic source Ad copy Let's look at each variable individually so you can get a clearer picture of what I'm talking about. 1. Demographics. The demographics are all the characteristics of the people you're targeting. The demographics define who belongs in the target group and who doesn't. We're talking about distinguishing factors, like age, sex, education, geographical location, income level, race, language, and political affiliations—any and all characteristics you can think of that define those people you want to reach with your message. For example, our supplement company has an older demographic of men and women. Our coaching company's main demographic is entrepreneurs making between one and three million dollars a year. If I put the right offer in front of the wrong demographic, it's going to bomb. If I put a wrestling supplement offer in front of older people with diabetes, they're not going to buy. So, we need to make sure we get our demographics right. Once you know the demographics of the people your competitors are going after, it's very simple to know what yours should be. When I first started working with our pain supplement, I had no idea who to target or where to find the traffic. So my team and I went through this process of reverse engineering some supplements similar to ours, and we found out very quickly where our competitors were placing their ads. We found that some of their ads were on diabetic websites (a segment we didn't know would benefit from our supplement). We found ads running successfully on survival websites, natural health websites, and more. By digging deeper and researching our competitors, a whole new world of opportunity opened for us. After we found some of these new demographics, over the course of two months, we were easily able to scale a product that was making twenty thousand dollars a month to making over five hundred thousand a month now. Pretty cool, huh? When you know your demographics, you know who your target market is and where they are likely to be hanging out online. You know what sites they're on and where they get together to talk to each other. Once you have that information, it becomes very easy to scale your offer and build your business quickly. 2. Offer. The offer comes down to what you are selling and at what price point you are selling it, including your upsells and downsells. When I want to find out what my successful competitors are offering, I buy their products. Remember, the first offer you see | 01 - Russell Brunson - DotComSecrets Book.pdf |
probably isn't the primary offer. It's more likely to be what gets people in the door, while the real moneymakers are down the line somewhere. The first offer is just the tip of the iceberg, and I need to see their ENTIRE iceberg during this research phase. When I'm researching competitors, I go in and purchase everything they offer me. I will easily spend hundreds of dollars to study their offers and their funnels. And I keep careful notes. This is critical competitive research. I want to know exactly what they're selling, how they're selling it, and at what point they're offering each product in their funnel. What's the copy on the sales videos? What emails am I getting? How many? Are they selling in every email or offering content in some? The more I know, the better chance of success I will have. 3. Landing Page. This is the page a person lands on right after they click on an ad, and I believe it's the most important page in your entire sales funnel. What does that page look like for your successful competitors? Is it an opt-in page? Is it a sales page? What's working for people right now? I'm not going to make up my own landing page and hope it works. I'm going to reverse engineer what's already working and model that for my own page. I'm going to make something very similar to what's already successful. It always comes back to modeling what's already working. It amazes me how so many people put up random sites they think look good, without first investigating successful sites in their niche. Then they wonder why they're not making any money. It's because they're not following a proven model. I remember when I first heard Tony Robbins speak, and he emphasized that if you want to be successful in any part of your life, you needed to find someone else who is already doing what you want to do and model your efforts after theirs. Nowhere is that idea truer than when you're building a new sales funnel. You need to model what is working. Do NOT try to re-invent the wheel. That's the secret. That's how you take a decade of hard work and compress it down into a day's worth of time and effort. Find what someone else has already done and model it. Start there, and then you can tweak your funnel, test it, and try to improve on that model after you're already making money. 4. Traffic Source. Where is your competitor's traffic coming from? What are the specific websites that competitor buys ads on? Is the traffic coming from banner ads or social media or email? Does he use mainly video or text? Do not think that you need to “create” traffic. The traffic is already out there. All you have to do is find it, tap into it, and redirect it back to your offer. In just a minute, I'm going to show you some cool tools and techniques you can use to find out exactly where a competitor's traffic is coming from so it's easy to funnel those people to your offers. 5. Ad Copy. This is the last element of a successful campaign. What do successful ads look like? What makes people click on the ad? What's enticing them to even look at the competitor's ad in the first place? What pictures are competitors using? What does the headline say? What does the body copy look like? Are the competitors using video? All these things influence whether a person clicks on an ad or not. Remember, traffic is made up of real people. People can be persuaded to click, but it can take months or years of trial | 01 - Russell Brunson - DotComSecrets Book.pdf |
and error to discover how to make that happen. Don't waste time trying to figure it out by blindly tweaking and adjusting your own advertising methods. Find what's already working, and model it. Then once you've got a predictable, steady income, you can run split tests and try to improve on the ad yourself. The whole reverse engineering process depends upon finding out about all five of these elements in regards to your competitors. Unfortunately, you're not always going to be able to do that. I've gotten really good at the reverse engineering process, but there are still times when I can't find all the banner ads, or I'm not sure about all the demographics. One unknown is not good, but you can usually try to guess and get close enough. If there are two unknowns, I'm probably not going into that market. I want as much data as possible before I start building out my offers, landing pages, and ads. Never move forward with two unknowns. Keep digging, keep researching until you find a niche where you can find all the data you need to move ahead and be profitable. HOW TO REVERSE ENGINEER A SUCCESSFUL CAMPAIGN Now that you know what to look for in your competitors' campaigns, I'm going to show you how to dig up all this awesome information. Step #1: Where Are Your Competitors (Both Direct AND Indirect)? Right now, your customers are where your competitors' customers are. So, that's where you need to start looking. You have two types of competitors: direct and indirect. A direct competitor is a person or company selling something very similar to yours. In the supplement business, anyone else selling the same type of supplements is my direct competitor. We are trying to sell basically the same thing to the same people. We're going to do a direct competitor analysis in a moment. There are also indirect competitors. These are people or companies selling something different than you, but to the same demographic. When I started studying indirect competitors, it was a huge eye-opener for me. I remember one day I found this cool supplement company selling weight-loss products to an older demographic. They were an indirect competitor because we were selling different products (weight-loss supplements for them and nerve pain supplements for me), but we were both going after the same demographic. I put their website into the tool I'm about to show you, and it opened up a whole new world of places to advertise and types of ads to try. Competitive research is awesome because it can open up new opportunities you never knew about before. For me, each new profitable website I find can be worth tens, if not hundreds, of thousands of dollars a month! So you can see why I spend so much time searching for this buried gold. The first step is to make a list of your direct and indirect competitors and their landing page URLs. If you don't know who your competitors are, then just go to Google and start typing in search phrases you would want people to type in if they were searching for you. If you're in the weight-loss niche, for example, you'd just type in phrases like “how to lose weight” or “losing weight quickly. ” Look for the paid ads (usually on the right hand side) and start clicking on those ads. This will give you a good idea of who your | 01 - Russell Brunson - DotComSecrets Book.pdf |
successful competitors are. Now that you have your competitors' website URLs, let me show you how simple it is to find out exactly WHERE they are already advertising, WHAT ads they're running, and WHERE they are sending their traffic. Using this simple strategy, you'll quickly be able to figure out all five of the variables in each of the competitors' campaigns. Step #2: What Are They Doing? There are a few products on the market that will do what I'm about to show you. At the time of my writing this book, my favorite is called Similar Web. com (SW). Because I want this book to stay evergreen, I will post a video showing you how to use SW here: www. Dot Com Secrets Book. com/resources/similarweb, and if my team ever finds software we like better, or if SW stops working, we'll give you the most up-to-date information on that page. So, the first step is to put in your competitor's website URL. For this example, I will enter one of my own websites for you to see. Fig 9. 2: It's easy to find your competitors' traffic sources with online tools like Similar Web. From here, I can quickly see each of the paid traffic sources that the competitor is using. As I start clicking on some of the other options on the side of the page, I can see the demographics of the traffic that is coming to that website. I can dig deeper into the traffic sources and actually see what sites my ads are running on, when they were first seen, and the duration each ad has been running. (Hint: longer duration=ad that is working. ) | 01 - Russell Brunson - DotComSecrets Book.pdf |
1. 2. 3. Fig 9. 3: Long running ads are usually high-converting and big money makers. As I dig deeper, I can start to see the exact banner ads that are working, including the ad copy that is converting. Fig 9. 4: Collect the actual ads your competitors are running and model them for your own ads. I can also see the landing pages the competitor is pushing the majority of traffic to and a whole bunch more. Do you see how in less than five minutes I can learn EVERYTHING I need to know about a competitor's campaign? I've just shown you how quickly you can grab the five variables we need to be successful: Demographics Offer Landing page | 01 - Russell Brunson - DotComSecrets Book.pdf |
4. 5. 1. 2. 3. 4. 5. Traffic source Ad copy The last step is actually to purchase my competitor's product so that I can see the upsells and downsells. What email does this company send to customers? What else happens after the initial purchase? Armed with this information, you now have everything you need to start building out your own successful sales funnels in that niche. Isn't it amazing? You can literally reverse engineer everything your competitor is doing in less than ten minutes. Just plug in the website and go where they have already gone. Sell to the customers who have already shown interest in this type of product or service. Redirect them to buy your products! LET'SREVIEW: Make a list of your direct and indirect competitors. Find each landing page URL. Enter a URL into the online research tools. Collect data, dig deep, click on links, buy products, and see what the competitor is doing. Create a swipe file of ideas to model. To help you out, I've created a checklist you can download and keep handy while you're researching. With this checklist, you'll be sure not to miss any critical components of your research. To download the checklist, go to www. Dot Com Secrets Book. com/resources/reverse. Up Next: Now that you've had a chance to look at what your competitors' sales funnels look like, I want to walk you through the seven phases of all successful sales funnels. This will give you a very clear example of each of the phases that your customers should go through as they ascend your Value Ladder. | 01 - Russell Brunson - DotComSecrets Book.pdf |
SECRET #10: SEVEN PHASES OF A FUNNEL What's the difference between a six-figure, seven-figure, and eight-figure business? When I first started to scale my companies, I thought there must be huge differences between each of these levels, but that's not the case. After going through these levels over the past decade or so, I can tell you the main difference is not what you might think. It's not the products you sell. It's not the type of business you run—online or local brick and mortar. It's not the traffic. It's not the sales copy. It's not a high-converting website. It's not a product-launch method. These things are all important. They're all elements of a successful business. But they are not the core difference that sets the levels apart. The real difference between having a six-, seven-, or even eight-figure business is whether you understand the phases of a funnel and can successfully monetize the different points along the line. When I'm driving traffic to a website, I need to know the first page the potential customer will hit. I need to know the second page he hits and everything he will experience while he's engaged with my business. I need to carefully engineer the process (or funnel) each customer goes through. And different types of people require different treatment (and different processes). | 01 - Russell Brunson - DotComSecrets Book.pdf |
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