Dotcom Secrets by Russell Brunson: Book Review 2020
In business, it is important to understand how to market yourself online and if you know anything about online marketing then you know the the author of DotCom: Secrets, Russell Brunson is amongst the top online marketers in 2020.
After reading the book, I saw how much value it added to my business, not only that, I see how it can bring added value to nearly all online businesses. The book is filled with great content, not only with actionable steps in there but there are also theories which you can apply to most online businesses. You find yourself engaging with the book, taking notes and listings things you can go and do yourself.
In this review, I am going to share a few things that I have learned from DotCom Secrets, by Russell Brunson.
Why the Value Ladder is so important
Often when businesses are marketing online, whether it be Facebook, Google or any other online paid ad, they struggle to come up with an offer message but more importantly, an offer message that converts well.
Any rookie can create an ad online by following a few steps but creating an ad online that converts requires finesse, requires you to build trust, deliver value.
Ask yourself, why would someone simply see an ad and then buy the first ad they see?
Are with me so far?
Think about how often you are sold to on YouTube by bogus gurus who sell you a dream, make millions online, it's so easy to start a dropshipping business, just create a site, create an ad to send traffic to your site and BOOM! You will get sales. They make it sound so easy but ask yourself, is it?
In reality, what you need to do is create a funnel.
1st step of course is to create an enticing ad so they actually click on it but as soon as they get in, deliver value, build their trust, it is almost like foreplay. This is where the value ladder comes in.
Instead of trying to sell to them straight away, offer them something for free, something that will help them and maybe even want them to learn more from you. As a matter of fact, I offer people on my site a Free Make Money Online Guide. All they have to do is leave their email and then they get instant access to my free guides. In the free guides, they get enough value in there to help answer many beginner questions and get the ball rolling but if they want to take it to the next level, they have the option to purchase my Ebay Dropshipping Course.
Think of a local plumber. They will probably create an ad to the local market offering their services but unless someone was looking for a plumber at the time, would they really buy a plumbers service?
Now look at an ad where it pops up in front of you, a free guide on how to check if your sink pipes are secure. People will learn from this, action what they learned and what the plumber can do is offer services where more expert help is required, something that should only be done by professionals.
The client is more likely to part with their cash because the plumber has already provided value, also even if not today, this client will more then likely remember this free value and possibly come back in the future just like you may come back to a YouTube channel because you found value in their content.
This is how the value ladder works, offer something for free, they get value, then offer something at a low cost. They get more value and then up sell. Of course, you need to ensure that the product/service you are offering or recommending is worth it, delivering value and helps your customer.
This helps build trust, in the future it is so much easier to sell to someone who has already bought from you than trying to win over a new customer.
The Funnel Hack
Before you go out there and try to build a funnel, where do you think the best place to learn is?
The average Joe, loves to scream, hey don't by a course, don't waste your money, there is tonnes of free info online.
Well yes there is alot of free information online, you can get some great value, to help you start, iron out creases but the absolute best way to learn is to learn from someone who has not already done it, but done it successfully.
Take the example of building a wooden chair.
Do you think you will build a better wooden chair if you were to follow random YouTube tutorials?
Or would you build a better wooden chair if you were to copy exactly what a successful carpenter is doing? A carpenter who sells a lot of his/her product because people just love the chairs he/she builds?
If you are wondering what my point is, my point is to reverse engineer what the successful guys are doing. For example, Russell Brunson is a very successful online marketer, what I do is online marketing, so I will copy what Russell is doing, get rid of what I don't like, add my own personality and make it my own. By following what Russell is doing, I can get a great idea of what works and build on it from there.
You can do the same in your industry.
The Steps to Funnel Hacking
1. Make a list of successful competitors in your industry
2. Make a note of URL's from all their landing pages
3. Use website like SimilarWeb to understand where their traffic is coming from
4. Know your competition, buy their product/service. See what the hype is about
5. Go and build your own funnel, a better funnel, using ClickFunnels
The One Hundred Visitor Challenge
This is a fantastic and very effective way to increase your revenue from every one hundred potential customers.
When you build a sales funnel, no matter how well you build the funnel, you need to know what is happening with the traffic otherwise you will be playing a guessing game.
The 100 visitor challenge or principle will help you generate more revenue.
In DotCom Secrets, Russel Brunson gives an example of a product that sells for $197. For every 100 visitors he sells to 1% of them, resulting in $197 revenue generated per 100 clients.
Then he switches it up by offering something fro free, he took part of the product and offered it for free as long as the customer paid the cost for shipping.
As soon as they paid for shipping, these customers were offered exactly the same product as an up sell.
The result? Approximately 8% of the people singed up for the free offer, just pay shipping simply because it was a small commitment after they got free value and then about 25% of the people who paid for the shipping of the free product, actually went and bought the $197 product?
Why? Because they got free value and trusted the small payment. They had their card to hand and though ok, let's just take the higher value product too.
So instead of generating $197 per 100 clients, he generated $394 revenue, which is double the amount.
The value of the one hundred visitor challenge is to understand how well you are converting, you can always make little tweaks to help turn more potential customers into paying clients.
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