Selling on the internet is a little different from face-to-face or having brick and mortar stores. You probably going to face a pretty steep learning curve if you haven’t done it before, especially if you’re beginner, not a tech-savvy and don’t have much knowledge about online marketing.

Luckily nowadays, we’re surrounded by tons and tons of information floating around the internet about online marketing, you could do a quick google search about online marketing and I’m quite sure you’ll find tons of article that talks about online marketing, internet marketing and so on.

There’s somebody who has established a very successful online business and is a specialist in online marketing. I am talking about Russell Brunson. He is the co-founder of ClickFunnels, A $360 Million dollar SAS Company that has been making a massive movement in the online marketing world over the past 4 years.

Russell surely knows whats work and what’s not in online marketing, Why don’t we as a beginner in online marketing learn from him? since he knew all the steps and also the process on how to launch a successful product online.

If you’re currently looking for a piece of information to read about online marketing that will take your online business and marketing skills to next level, then reading one of Russells’ book is a great way to start!

Yes, in today’s article I’m going to talk about one of Russell Brunson’s best books that have changed my online marketing game forever! I’m talking about DotCom Secrets. 

DotCom Secrets: “The Underground Playbook For Growing Your Company Online”

If you like to build a successful online business and looking for a step-by-step guide on how to do it, then DomCom Secrets is one of the books you need to read.

First of all, let’s have a look at the author.



Who is Russell Brunson?

For those of you who don’t know him, He is an online entrepreneur magnate. His first business was launched in the college, Rusell sells several things from potato gun DVD, shakes, t-shirts, technology services, and supplements. He reached top ranking status in several network marketing companies, winning a Ferrari and generating 1.5 million leads in just six weeks.

Together with his partner Todd Dickerson, Russell launched their sales funnel software (ClickFunnels) in October 2014, and the company has grown to $100,000,000 and 55,000 customers in the first three years.

In addition, he creates a whole ecosystem around ClickFunnels including books (like DotCom Secrets and Expert Secrets), information products, and live events such as FunnelHacking LIVE.

As a result of Russell’s teaching, training and software (ClickFunnels), he has made over 206 millionaires who are part of his exclusive two Comma Club.



What are DotCom Secrets?

DotCom Secrets was published back in 2015, I found that a lot of the approaches that Russell talks about inside the DotCom Secrets still holds true now. It comprises a ton of amazing tricks and tips on how to sell your products online. Especially if you never had any online marketing experience before, I truly recommend that you grab a copy of DotCom Secrets and apply the steps that Russell teaches inside the DotCom Secrets if you are looking to sell anything on the internet.

He fills the pages with examples and stories of his own business, and he does an excellent job describing the different “secrets” within the book.

In the time of this post is written, the book has a 4.7-star score with over 600 reviews on Amazon. 



Inside The DotCom Secrets Book

Section #1: Ladders and Funnels

In the first chapter of the book Russell introduces you to the concept of the value ladder. This is a visual mapping of all the products/services you can offer to your customer, in ascending order of price.

Ideally, you would love to market your finest and most expensive product to people right?

However, it’s very unlikely someone would buy that from you if they didn’t know who you were yet.

With the value ladder, you can sell to your customers a cheap product first and add more value + higher-priced product as your customers go through the buying process inside your funnel. They’ll be willing to bring out their wallets and buy what you’re selling if you keep adding a good “VALUE” into your products.

If you can demonstrate the value of what you are selling, you’ll absolutely have a high percentage of buyers scaling up your ladder to buy the expensive services and products.

Russell then presents the idea of a sales funnel. And this may be the online process you need to have customers ascend the degrees of your value ladder.

Read more about sales funnel here

What is sales funnel?



Section #2: Communication Funnel

The next section is about communicating with your audience.

First, Russell talks about creating an Attractive Character.

This is about making up an “online persona” that will entice people to you to become “Your Audiences” and thus help you to build a lot of followers, And these are the loyal fans who will be the first ones to rush out to purchase your products because they’ve been attracted by your “Attractive Character“.

And these are the 4 elements you need to create an attractive character:

  • Using a backstory.
  • The capacity to speak in parables.
  • Being in a position to share your character flaws.
  • polarizing figure.

Russell then goes into detail on every aspect of the “Attractive Character” and shares several illustrations to help understand what he means.

The second half of this chapter he also describes two of the most effective email marketing strategies for keeping your audience/list engaged and also entertained.

The first one is known as the Soap Opera Sequence.

The goal of the soap opera sequences is to help you bond your prospects with your attractive character. The main idea behind this sequence is to maintain each email interesting and entertaining to your audience, and thus will likely to produce more engagement from your audiences.

Russell then shares one of the five email soap opera emails he uses and explains his thought process behind every email so that you can adapt them to your sequence.

The next strategy is called the Daily Seinfeld Sequence.


These are the emails you need to be sending to keep your “bond” with your audiences. If you’re not keeping regular interaction with your audiences, they tend to forget about you and your upcoming marketing strength will fall.

Daily Seinfeld emails work perfectly since it is very entertaining and intriguing. Each Seinfeld email includes 10% content and 90% entertainment.



Section #3: Funnelology

DotCom Secrets’ next section is about funnel fundamentals as well as the strategies to support an effective funnel.

One of the critical points that Russell highlights here is that you shouldn’t be starting your funnel from scratch when developing a funnel, especially if you’re new to the notion of “sales funnel”.

Russell highlights the 5 elements of any successful campaign, and to get this done he teaches you how to reverse engineer your competitor’s funnels and make it better!

Next, Russell extends into the 7 phases of a funnel.


Funnels are sooo important to lure the audiences to navigate through your website or landing page and induce them to take action, and the action could be anything, it could be to your email list, purchase your products, etc.

Here are some marketing secrets that will be covered inside the DotCom Secrets :

  • How to overcome any alterations or split test to boost conversions
  • The easy approach to create instant profits
  • Work with cold calling to make Millions of Dollars
  • How to sell products in billions using a small classified ad
  • Which will be the 5 most Old Media Transitions that delivers rapid results
  • What the difference between a $10-K company and a $10-B company?
  • The Truth Behind the Value Ladder and Sales Funnel Connection.

Russell then quoted why you have to comprehend each of those stages, Here’s the quote :

“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”

One of the biggest takeaway within this section was the importance of establishing a pre-frame. 

So as to maximize your success, you have to properly set your traffic into a state of mind of buying prior to every step of your sales funnel, it’s important to learn your traffic’s temperature before creating the proper pre-frame bridge.

Then you have to classify each of your list, your subscribers, buyer, and VIP buyers.

Knowing and executing all these steps according to Russell explanation can help you get the most value from your subscribers.

The last portion of this section, Russell goes within the twenty-three building blocks of a funnel. He likens creating a funnel into playing a group of lego blocks.

Therefore creating a funnel to your business is a matter of matching the different cubes together and mixing it.



Section #4: Funnels & Scripts

Section four is by far the best chapter of DotCom Secrets, it is the book’s true gem (in my opinion). This is really where Russell goes into detail about one of his very best sales funnels.

Russell goes into the psychology that he uses behind every funnel and how they function. Then, most helpful of all, he gives you fill in the blank templates so that you can apply each funnel to your own business.

He also goes over the particular rules he uses for structuring the ideal One Time Offer (OTO). This is essential since the OTO’s are where you really make the real profit from your funnel.

Here are the seven funnels he goes into :

  1. Two-Step – Free plus shipping Funnel.
  2. Self Liquidating Offer Funnel
  3. Continuity Funnel
  4. The Perfect Webinar Funnel
  5. Invisible Funnel Webinar
  6. Product Launch Funnel
  7. High Ticket, Three Step application Funnel

Russell made all of these funnels based on his own experiences with them. The Two-step – Free + shipping funnel is precisely the same funnel that he used to market DotCom Secrets along with ClickFunnels.




Section #5: ClickFunnels

DotCom Secrets’ last section is basically a short advertisement for ClickFunnels. As mentioned earlier, it’s the applications for producing the kinds of sales funnels that Russell has been teaching inside the DotCom Secrets book.

There is not much information to cover in this section beside an ad for ClickFunnels itself. However, if you want to know more about ClickFunnels then you can read my personal ClickFunnels review below.

Read my ClickFunnels Review here



DotCom Secrets Pricing

As you can see in the picture above, The paperback version of DotCom Secrets is currently selling on Amazon for $13.99. Or you can grab the Kindle version for $8.69.

However, Russell is also offering the book free of charge if you buy the book directly from his site. You’ll just have to cover the handling and shipping which comes out to $7.95 if you’re in the US area and $14.95 for international shipping.

I Stronglyy suggest buying from his site because this allows you to see and learn his 2-step Free plus shipping funnel in actions. You get a first-hand look at how the funnel works, along with the value he gives as you proceed through his funnel.

Since Russell cites in the book, you always need to try to reverse-engineer successful funnels, and this is a superb way to do that.



Final Thoughts

All in all, Russell Brunson’s DotCom Secrets book was clearly one of the Very Best books on Online Marketing I’ve ever read, It covered every facet of effective online business from head to toe and left no stone unturned.

If you haven’t read the book yourself or were for any reason hesitant to get one, I would highly suggest that you get your FREE copy now and I do guarantee you will love it.