DotComSecrets: Is It Worth it?

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I recently met a woman who’s been blogging for 8 years.

8 years!

And she was still struggling to make money from her blog, so she decided to work as a freelance content creator.

I asked why she was creating content for others and she said:

“I’d love to have a passive income generating blog like you, but no matter how hard I try, I can’t seem to make any money.

I get a decent amount of traffic and I use adsense and affiliate links in all my posts, but people just come to my blog, read the posts and leave.

They don’t click any ads and don’t buy any products I recommend.

So I need to keep on freelancing to pay the bills.”

Sound familiar?

When I asked her how her funnels were performing, she said “What funnels?”

That’s when knew she needed to read DotComSecrets.

What is DotCom Secrets?

DotCom Secrets Book Cover

DotCom Secrets by Russell Brunson

If you have an online business, you need to convert visitors to customers to make money. But people are suspicious of buying a website they’ve never heard of.

I know I am.

So the mindset of “I’m going to buy some facebook ads to drive traffic to my sales page and watch the money flow in”, doesn’t work.

In fact, trying to sell anything to first time site visitors, with or without ads, doesn’t work.


Because studies have shown that it takes between 7 to 12 interactions with a brand or affiliate before people are comfortable buying anything from them.

So you need them to stick around long enough to get to know you, what you’re selling and how it will benefit them.

But most people don’t come to your site to buy. They come to get information and maybe, just maybe, they’ll buy from you later.

But most visitors never return. They get the info they want and leave.

You and I do that too.

Think about it … what was the last time you visited a website and paid any attention to who they were, what they were selling or worry if they were making money or not?

You read the article and moved on.

With DotComSecrets you’ll learn how to connect with your visitors and convert them into customers using automated processes running in the background.

What DotCom Secrets Isn't About

The books isn’t about building websites, it’s about building funnels.

A funnel is a 4 step process of:

  1. Finding people who are interested in what you have to offer and connecting with them
  2. Telling them how they can benefit from what you are selling
  3. Selling them something that helps them get started on the journey to getting what they eventually want
  4. Selling them higher value (and higher profit) products to get there faster or better

DotCom Secrets teaches you how to automate this process so it happens even when you’re on vacation

Who it's for (and who it isn’t for)

Who it's for

Good things about Ultimatum

  1. If you’re thinking about starting you own for-profit online business (or have already started)
  2. If you’d like to know how to get visitors to your site to convert them into customers
  3. If you’d like to sell more of your high value products or services to your existing customers
  4. If you’d like to learn how to sell more by creating a relatable character and compelling storylines

Who it isn't for

Bad things about Ultimatum

  1. If you already have proven funnels that perform well
  2. If you’re a veteran in the internet marketing industry

What’s in the book

Let's take a look inside the book and see what you'll learn

Value Ladder

value ladder

Russell explains value ladders with a simple example of a dentist who offers free teeth cleaning to get customers to come to him and how he creates recurring revenue by moving the customer up the value ladder.

This is the core concept of how you can use freebies to attract people and generate an income later by building a connection that benefits you and your customers.

Then he takes you through the backend of his own business and how he uses value ladders to get more people to buy his products and provide his business with a substantial revenue.

He explains how you can start building your own value ladders.

Value ladders are the basic technique Russell has been using for years to build his $300 million online empire which benefits thousands of customers and clients

Finding The Right Customers

Next, Russell talks about finding the right people to connect with in order to sell something.

When you speak to everyone, you speak to no one – Meredith Hill

He explains how people hang out in groups and how to find the right groups to engage them so they pay attention to you.

Types of Traffic

types of traffic

He explains how all website traffic like PPC, Affiliate links, Social Media, SEO etc falls under 3 basic categories:

  1. Traffic you own
  2. Traffic you control
  3. Traffic you don’t control

He then talks about how he gets traffic from these sources to convert into email subscribers so he can communicate with them and explain the value of his products and services.

Communicating With Your Subscribers

attractive character

The next section is about communicating with your potential customers in the right way, by creating a character they can connect with and using storytelling to engage their emotional brain.

He gives examples of restaurants and movie franchises who have used characters to create multi million-dollar businesses.

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.

Russell Brunson

Russell Brunson

Author - DotComSecrets

He explains the elements of the characters that we instinctively connect with and the storylines that hold our attention and make us want to know more.

Soap Opera Sequence

soap opera sequence

Russell admits he borrowed the soap opera sequence from the world-famous email marketer Andre Chaperon.

Andre has been teaching soap opera email marketing since 2003 and has been featured on:

andre featured

To learn more about Soap Opera Sequence, get Andre's program AutoResponder Madness here ($495)

The soap opera sequence gets its name from TV programs that build anticipation and leave the viewers wanting more, only to be told to wait for the next episode.

Russell explains the mechanisms at works behind the success of this sequence with 5 real emails he sent out.

He explains the purpose of each email and has also included the full text of each of these emails.

Reverse Engineering Funnels

reverse funnels

If you can tap into an existing funnel that works, why waste time, effort and money creating your own funnel which might not work as well?

That’s the thinking behind reverse engineering your competitor’s funnels to see what works so you can get up and running quickly without wasting a ton of money.

In this section he explains the 5 elements of any successful funnel (and also how to reverse engineer other people’s funnels):

  1. Demographics
  2. Offer
  3. Landing Page
  4. Traffic Source
  5. Ad Copy

Seven Phases of a Funnel

funnel phases

This is where he gets into some advanced stuff about:

Figuring out how likely your customers are to buy from you – right now

How to qualify subscribers and turn them into buyers

How to identify buyers who want to buy more

And how to move the relationship to the phase where they are ready to buy your highest priced products and services

He also explains the art of pre-framing, a concept of making someone more open to your pitch before you even start making your pitch.

Pre Framing is the concept behind Robert Cialdini’s new book, “Pre-Suasion”

Get it from Amazon here

Then he shares the secret pre-framing technique he uses to prepare people to buy from him.

Next, he talks about qualifying subscribers so you can identify and focus more on the people who are likely to buy from you

He provides many different tools from this and explains each one of them:

  • Pop Ups
  • Squeeze Pages
  • Squeeze Pop
  • Free-Plus-Shipping, Two-Step Form
  • Webinar Registration
  • Free Account
  • Exit Pop

Then he talks about the tools he uses to qualify buyers:

  • Free-Plus-Shipping
  • Trial
  • Tripwire
  • Self-Liquidating Offers
  • Straight Sale

Next up, how to identify and sell to a small set of hyperactive buyers who are ready to buy more, right now:

  • Bumps
  • One-Time Offers
  • Downsales
  • Affiliate Recommendations

Funnels and Scripts

In this section Russell goes deep into several strategies and shows you how he’s used these tactics in his own business.
He also shows you the right places where you can implement them in your business.

He provides tons of storylines and fill in the blank templates that you can use for your own business.

Each of the following strategies is explained well with an entire chapter worth of content for each strategy:

  • Two Step, Free Plus Shipping
  • Self Liquidating Offer
  • Continuity Funnel
  • The Perfect Webinar
  • Invisible Funnel Webinar
  • Product Launch Funnel
  • High Ticket Three Step Funnel

Finally at the end of the book he talks about how you can use ClickFunnels to create these funnels and invites you to join his high end Ignite program.

Who is Russell Brunson?

russell brunson live

He’s the guy behind ClickFunnels. A fantastic tool he created from scratch.

He’s also published several books and training series. Over the last 10 years he’s created a $300 Million+ company.

He’s been featured on Forbes, Entrepreneur, Huffington Post, CNBC and more.

Should You Get Your Free Book?

First off, if it’s free then why not … Right?

But here’s the catch … It’s not entirely free. You have to pay shipping and handling charges which are: $7.95 US, $14.95 international.

That’s Russell’s way of qualifying buyers (like he shows you in the book).

But is the book worth it?


And that’s not just my verdict. The book has sold more than 100,000 copies!

So clearly a lot of other people have found value from it.

Why It's Worth It

I’ve been blogging for over 15 years now and I thought I knew it all … but DotComSecrets still had quite a few gold nuggets in it. Even for seasoned marketers like me.

But for people who aren’t pros at internet marketing, this book will cut down your learning curve by a lot and get you much closer to making your first online income.

What you’ll learn from this book really is how stuff is sold online. And that can take several years’ worth of learning from reading free blog posts from many different experts.

Or you can get the book and start creating a few funnels (and test them like he’s explained in the book) and you’ll end up with a revenue stream from each funnel.

That’ll take about a month … if you’re a bit slow.

pulkit gera

Pulkit Gera – Blogging Done Better

Disclosure: I am an independent ClickFunnels Affiliate, not an employee. I receive referral payments from ClickFunnels. The opinions expressed here are my own and are not official statements of ClickFunnels or its parent company, Etison LLC.