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

Book Preface

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 “DotCom 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
DotCom 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 andweak 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 FitLife.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 percent. 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, FitLife.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 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 ninety percent, and we can’t break even converting our customers!” Drew said.
“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—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 FitLife.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. 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 showyou how to communicate with your customers in a way that makes them naturally want to ascend your ladder of offerings and give you more money as you provide them more value.

Once you know the foundational concepts behind these DotCom 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 10 core sales funnels I use in all my companies, plus all the sales scripts I use to convert people at each stage in those funnels. You can choose to model my proven funnels and scripts as is, or you can tweak them to better fit your specific 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