I recently read Russell Brunson’s book, “DOTCOM Secrets – The Underground Playbook For Growing Your Company Online.”
I found it very educational, although it is a marketing tool. In fact it’s one of the best sales letters I’ve ever read. It’s that well written.
The positive thing about it is Russell shows you his marketing plan in complete detail. He draws out his various sales funnels (from the front end freebie product to get optins all the way to his middle value funnels, and then his high value back end in both graphics, and with the written word by way of explaining what each funnel is, and how/why he uses them.
In the book Russell explains the following parts of his marketing plan, and how they work:
His secret formula
The value ladder
Moving from ladder to funnel
How to find your dream customers
The three types of traffic
The attractive character
The soap opera sequence
Daily Seinfeld sequence
Reverse engineering a successful funnel
Seven phases of a funnel
The twenty-three building blocks of a funnel
Frontend vs. backend funnels
The best bait
Funnel #1: Two-step, free-plus-shipping
Funnel #2: Self-liquidating offer
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
Funnel #7: High-ticket, three-step application
He even includes the scripts he uses to market each tunnel.
So why do I call it a sales letter?
While he does explain each sales funnel that his business uses, one marketing point is his membership site – where you get access to software that helps you create your own funnels simply.
That saves you the time of having to build your own from scratch, providing enormous value.
Another marketing point is that this book is the first level qualifier for Russell’s high end coaching programs.
This book is packed with high value information for any marketer who wants to learn about sales funnels, and how to use them.
“DOTCOM Secrets” is the perfect example of his sales funnel #1: 2 step free-plus-shipping. For a limited time (until supplies run out) you get the book free. Just pay the shipping on it.
That’s not a bad bargain for all the information that Russell packed inside.
You can learn from this book. Give it a read, and learn more about marketing funnel design & use. Oh, and some great lessons in copywriting too. Here’s my affiliate link: