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DotCom Secrets: The Underground Playbook for Growing Your Company Online Paperback – April 28, 2015
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“Russell has spent over a decade successfully starting and scaling companies online. This book takes the best of what he’s discovered from over 1,000 unique split tests, tens of millions of visitors online and broken it down into a simple process that ANY company can use to geometrically improve their traffic, conversions and sales online.” -- Anthony Robbins
“Russell is not a ‘pretend’ expert, but someone who has actually built one of the most successful businesses I know teaching entrepreneurs how to employ online marketing in their business that achieve exceptional results.” -- Bill Glazier
“I sit now, as infrequently as possible, in meetings with young online marketing people demonstrably devoid of any disciplined thinking. They are full of opinion and youthful hubris but very short on facts. I do not want to share a foxhole with them or depend on them. I would risk it with Russell.” -- Dan Kennedy
The underground playbook for growing your company online.
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I can say, without a second's hesitation, that Russell Brunson's "DOTCOM Secrets" book trumps all of them.
This book has just the right mix of high-level strategy and low-level tactics to make it a solid playbook for anyone who wants to make their online business a profitable one, while operating with the highest degree of ethics and integrity. It has shown me where I have made many mistakes along the way, and as I implement the ideas, I'm finding that it's easier to attract the right customers who resonate with my materials, and help them see the value in owning my higher-end products.
The only downside to this book is that it doesn't address the technical side of things, and this means that a newbie will need to go elsewhere for the final implementation. The good news is that once you have implemented the information here, you won't have to rebuild everything again, because you'll have done it right the first time.
I admit I'm not the sales-y type, and Russell is. That's great. I don't mean to fault the man for what he can't help. My central issue with Dotcom Secrets is that it leaves you with the sense that the primary goal in business isn't to provide people with a product or service that is actually helpful. Rather, it seems like the thing that Russell finds most exciting is that he can use psychology to manipulate people into giving him money. Which is cool, I guess, if you're into that.
Perhaps I'm a bit too romantic (I am), but the culture of the make-money-online world, mostly centered around Clickbank, seems to have very little concern for *what* you sell, but simply that you sell it. Dotcom secret seems perpetuate this ethos. The outlandish number of very obvious grammatical errors alone on the ClickFunnels website (Russel's company) conveys the idea that you can throw any elementary sales pitch together and, who cares, some idiots will fall for it. It all makes me feel a bit dirty.
However, I do plan to plunder this book for its valuable riches (and there are many) and use them in the cause of selling something meaningful and helpful - *because* it's meaningful and helpful.
What Russell offers are overviews and some of the elements that go into each. He doesn't offer formulas, and that is something beginners need when starting out. Obviously, one size doesn't fit all, but formulas get the ball rolling. After this, it is just a matter of learning what works and what doesn't, and optimizing if necessary.
The beginner also needs examples of how the concepts Russell is presenting can be applied to different types of businesses. How can you come up with an attractive character for real estate? How can you do so for an e-commerce business? For the welcome email series, what does a different series look like, say for a business with no paid offers yet? What should it look like for a straight up paid offer, such as the tripwire (or one-time) offer, and not Russell's invisible funnel to a webinar that the subscriber pays for if she thinks it is valuable? What are the best types of freebies? (Hint: if you got this book free from Russell, know that books are the worst types of freebies.) Formulas and examples are what make an online business "how-to" product successful.
If you want an overview of how an online-based business is supposed to run like, this book is a good source, better than most introductory books out there. But look elsewhere for a "how-to" on implementing these strategies.