DotCom Secrets Review: Read This Before Buying

DotCom Secrets Review

If you’ve read this blog before, you know how much I love evaluating tools and entrepreneurs.


So when DotCom Secrets, Rusell Brunson’s book about building sales funnels that convert, landed on my table, I knew I had to review it.


A while back, I also reviewed Expert Secrets. It’s another one of his books about sales funnel and all the magic they can create for your business.


The man loves funnels, and what can I say?


I love ‘em too!


In this DotCom Secrets review, I’ll first explain who Rusell Brunson is and why he matters, and then I’ll discuss the core topics DotCom Secrets covers, to reach the final verdict:


Is DotCom Secrets any good?


Let’s find out!

1. The man behind the book: Who is Russell Brunson?

Russell Brunson

You’ve probably heard of Russell Brunson as the founder of ClickFunnels- an online sales funnel builder.


His fascination with sales and marketing goes way back; even as a kid, he’d go through advertising materials for fun.


He must’ve picked something up from all those reading sessions, because in 2003, he created ZipBrander - a viral marketing tool.


He kept on creating products, keeping a careful eye on the marketing and sales side of things. 


From coupons to software, Brunson cut his teeth in a variety of niches, which ultimately allowed him to understand how sales funnels worked across industries.


His big mainstream break came with ClickFunnels.

clickfunnels socialshare

I already wrote an in-depth review of ClickFunnels so I won’t get into the features and benefits. 


What matters is that CF is currently the fastest-growing non-venture backed software company in the world.


He’s sold over 400,000 copies of his books, and earned over $3 million during the 10x Growth Conference in 2018.


All in all, Brunson’s definitely an experienced entrepreneur who focuses on traffic and funnels. He has all the credibility I need to take his book seriously.


And you should too!

2. Summarizing DotCom Secrets

cover of the book "DotCom Secrets

2.1. Who should read DotCom Secrets?

First things first: it’s important to know that DotCom secrets is meant for the same audience that would use ClickFunnels, so primarily entrepreneurs and people who want to become entrepreneurs.


Since DotCom Secrets deals heavily with eCommerce, you may not find a lot of value in the book if you have a brick & mortar store.


Otherwise, DotCom Secrets is valuable to both new entrepreneurs and entrepreneurs who already know a fair bit about marketing.


In the first case, your mind will be blown. 


In the latter, you’ll be able to improve the strategies you already have.

2.2. DotCom Secrets: Sales funnel secrets

Value ladder

While Brunson is really practical, and DotCom Secrets is an actionable book, the first chapter primarily deals with setting the right foundations for sales success.


Unlike some other entrepreneurs, Brunson recommends starting with your audience research by asking yourself 4 crucial questions:

  • Who are your dream customers?
  • Where and how can you find your dream customers?
  • How will you attract your customers?
  • What do you want to give your customers?

This is actually a great approach


You immediately start thinking about the benefits of your product to your target audience.


Otherwise, you might create a product first and then try to find the right audience.


(Here’s a secret: you’re going to waste a lot of time.)


But if you start with your audience and create your product with them in mind, you’ll save a lot of time and increase your sales.

value ladder vs funnel

Brunson continues to describe the so-called Value Ladder: the path your customers will take from the lead magnet, towards achieving their goals with the help of your products.


This is a really good paradigm.


As entrepreneurs, we’re not in the business of selling our products. We’re in the business of helping our customers solve their problems.


After building out your Value Ladder, it’s time to create your sales funnel


And if you’ve created a value ladder, you’ll know exactly what your sales funnel should offer.


Other “secrets” you’ll find in this chapter include:

  • How to find and target your target audience
  • How to up-sell your customers with your Value Ladder
  • 7 sales funnel phases

And more!

2.3. DotCom Secrets: Funnels in the Value Ladder

the attractive character

In this chapter of DotCom Secrets, Brunson uses his own take on the buyer persona concept to help you visualize your ideal customer.


Instead of thinking of thousands of potential customers, you can simply think of one.


This is really the main benefit of this approach; it’s much easier to create your sales funnel for one person that shares characteristics with all of your customers.


You’ll also learn 5 methods Brunson uses for building instant connections with his leads.


However, one of the things I like most about this section is the fact that Brunson talks about lead qualification:

  • Audience segmentation (separating your customers into different groups according to their shared characteristics, so you can personalize at scale)
  • How to recognize leads who will buy from you, and those who won’t
  • How to create urgency around your offer, and offer so much value that you convert leads immediately
Seinfeld emails

Brunson also elaborates on the Seinfeld Method - a method in which you email your leads daily, but without boring them to bits.


This section is really all about making your marketing so engaging that your leads “get hooked.”


Starting with the bait for your Value Ladder/sales funnel, and progressing into your email marketing.


Brunson follows all the best practices of direct response marketing.


These methods are tried and true, so it’s definitely no snake oil. 


Just good old-fashioned sales. Still, not a lot of books discuss them, and DotCom Secrets does.

2.4. DotCom Secrets: Funnel scripts

Sales funnel

Now we’re getting into the thick of it!


The first two sections helped you establish your value and identify your target audience.


Now that you know what you need to do, it’s time to structure it with a sales funnel.


You’ll get quite a few sales funnel scripts:

  • This is great if you’re a first-time online business owner who isn’t very familiar with the idea of sales funnels.
  • You’ll save a lot of time by following the scripts, at least in the beginning.
  • You can always customize your funnel later on. (Coincidentally, we also offer sales funnel templates at systeme.io.)
7 phases of a Funnel

Brunson also touches on others’ success formulas:

  • Profitable traffic sources
  • Key demographics
  • Convincing offers and landing pages
  • Ad copy that creates instant connection with your target audience

All in all, this is a great chapter - primarily because you can get a script and test it out on your audience, so there’s no need to reinvent the wheel


Saves time, and money.

2.5. DotCom Secrets: Building your funnel

Finally, the last section of Brunson’s book, DotCom Secrets, helps you create your own funnel.


By this point, you’ve already learned plenty about the makings of a good sales funnel, so you’re ready to apply the knowledge to your own business.

funnel building blocks

What I like is that Brunson isn’t being shadowy


Instead, he talks about the universal building blocks of successful funnels, such as:

  • Lead generation elements: Quizzes, articles, and more
  • Lead qualification elements: Pop-ups, squeeze pages, and more
  • Customer qualification elements: Trials, tripwires, and more
  • Referral and up-sell elements: Bumps, affiliate recommendations, and more

All in all, he’s really helping you flesh out a sales funnel that six-figure entrepreneurs like Sam Ovens use.


He also shows you how to “stack” funnels, depending on your target audiences.


This is a great way to maximize the earnings out of every customer, instead of just focusing on a particular group.


For example, a lot of people will respond well to email marketing and up-sells.


However, some won’t agree to your standard product, so if you don’t offer a down-sell opportunity (e.g. a product cheaper than the product you want them to buy), you’ll lose revenue.

3. The verdict: Is DotCom Secrets any good?

Honestly? Yes.


While Brunson’s motivations are pretty clear (he shows you how to build a sales funnel with his sales funnel builder - ClickFunnels), he at least offers plenty of strategies and actual scripts you can follow to boost your sales.


Again, I won’t beat around the bush: I’ve read a lot of books about sales and marketing


I’ve recommended some of them here.


But in general, I’ve seen a lot of books that are only there to be lead magnets.


When you dive beneath the surface, they’re just repurposed blog content.


DotCom Secrets offers fresh, practical information.


At the core of his theory, Brunson isn’t reinventing the wheel.


He’s actually talking about principles observed in the field.


All of us have a way of finding new products - that’s a sales funnel in a nutshell. Each of us responds differently to offers. 


And we certainly share characteristics of ideal customers who buy certain products.


This isn’t a theory - this exists in the real world.

The 100 visitor test

What Brunson did with DotCom Secrets was structuring the knowledge, and turning it into a principle you can act on.


He offers scripts, methods, covers a lot of ground; from copywriting to increasing your product’s value, and systematizing your target audience.


Even if you don’t use his product, ClickFunnels, you can still absorb this knowledge and put it into practice.


It stays with you, whether you like his product or not.


Ultimately, Brunson did a great job with DotCom Secrets.


And if you want to find out more about sales funnels and apply them to your business to increase your sales, I wholeheartedly recommend this book.

4. Other books by Russel Brunson: Traffic Secrets, Expert Secrets

Russel Brunson is a prolific writer, so if you’re interested in his other books, I recommend reading my review of Expert Secrets, and Traffic Secrets.

the cover of the book "Expert Secrets"

Both books cover traffic and funnels, and offer plenty of actionable insights.

la couverture du livre ''Traffic Secrets"

5. How to build your sales funnel

Finally, once you’ve learned all the lessons from DotCom Secrets, it’s time to build your sales funnel.


The first option, using ClickFunnels, seems intuitive.


However, if you want more features or the pricing seems too steep, you should consider systeme.io.

Systeme.io's dashboard

Systeme.io's dashboard

Systeme.io is an all-in-one marketing platform that allows you to:

  • Build your website visually, without writing a single line of code
  • Build your entire sales funnel, including landing pages, lead magnets, and email marketing
  • Automate your sales funnel
  • Create a membership site with webinars and courses
  • Acquire new customers through affiliate marketing and blogging

And much, much more.

5.1. Systeme.io pricing

Systeme.io pricing

The cheapest ClickFunnels plan is $97/month, and it doesn’t include email automation.


Conversely, the most expensive systeme.io plan is $97/month, and even the first plan - $27/month - gives you everything you need to create a tightly integrated sales funnel.


Website and email marketing included.


Systeme.io is a powerful platform for marketing your business and increasing your sales.


And once you’ve mastered the theory of sales funnels, it’s time to put your knowledge into practice!