dotcom secrets book

Dotcom Secrets by Russell Brunson BOOK SUMMARY & REVIEW

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Dotcom Secrets is the first book in the ‘Secrets Trilogy’

Related post: Traffic Secrets by Russell Brunson – Summary, Notes + Free Book and Audiobook

What is Dotcom Secrets?

“Inside you will find the actual playbook we created after running thousands of tests and perfecting what works online. You now have access to all of the processes, funnels, and scripts that we use to scale companies online.”

Russell Brunson

Dotcoms Secrets was published in 2015 but the strategies and advice still hold true today as it did then. It will help you to learn the secrets of growing your company online with sales funnels that helped literally tens of thousands of companies around the world. Read this if you want are interested in making and growing a successful business online.

Who is Russell Brunson?

Russell Brunson is a pioneer within the entrepreneurial world. While studying at college, he developed his first online company. Within a year of graduation, he had sold over a million dollars’ worth of products. He co-founded a software company called ClickFunnels that helps entrepreneurs get their message out to the marketplace.

Russell Brunson Books

He now has over a million followers and has sold hundreds of thousands of books. — Expert Secrets and Traffic Secrets.

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Expert Secrets focuses on the art of building a personal brand and how you can use it to build raving fans and customers.
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Traffic Secrets provides evergreen strategies and long-term stuff that you can use to build a list of buyers and followers in record time.

What’s In The Book?

The book is split into five clearly defined sections, which walk you through the process step-by-step.


Section One: Ladders and Funnels

Four questions every business owner or entrepreneur needs to ask themselves:

  • Who are your dream clients?
  • Where can you find them?
  • What bait will you use to attract them?
  • What result of you want to give them?

Hook, Story, Offer

Hooks: hook people in with something that grabs their attention; can be anything (words, images, actions)

Story: Tell a good story behind it. This builds value and connection

Offer: offer a fix to their problem. A call to action (but doesn’t always mean buying something)

The Value Ladder – A step-by-step process, where the person who wants to sell something guides the customer during the sales process.

The purpose of the value ladder is to have multiple products or services that increase in price. Russell says it “is the key to building your marketing funnel”.

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The process involves steps such as:

  • Creating a bait as a free product or service to attract your dream customer;
  • Provide value to the customer through the delivery of that product or service free of charge;
  • Identify another customer’s need and offer a product or service, this time at a cost, to address this issue.

Once you have defined your value ladder you are then able to turn that into your sales funnel.

People that enter the funnel as potential customers need to be converted into repeat customers by selling them the frontend, middle, and backend of the funnel.

Structures That Must Be Present in a Sales Funnel:

  • Cloud – it is located above the funnel and represents all potential customers
  • Bait: the tool to draw the attention of potential customers towards the top or frontend offer
  • Frontend: this is the first product or service offered on the value ladder;
  • Middle: it is the next product or service offered on the value ladder, which needs to provide more value to the customer and, consequently, will have a higher cost than the previous one
  • Backend: the cutting-edge services or products offered by the company, which will lead to the company’s dream clients.

The Phases of Building a Sales Funnel

Phase 1: analyze the mentality of the traffic that arrives at your site and make an individualized approach

Phase 2: Build a bridge (videos, articles, ads) to prepare the audience before they reach your landing page

Phase 3: gather all traffic by offering something valuable in exchange for their contact details

Phase 4: After submitting their name and email, they should be redirected to a page that offers value to hook them

Phase 5: identify hyperactive buyers, those who have some kind of latent desire or need and are going to buy more than one item at a time

Phase 6: give the customer some time to evaluate what they have already purchased and realize the value of what you have given them

Phase 7: change the sales environment to encourage the purchase of cutting-edge services or products.

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3 Different Types of Traffic

  1. Traffic you OWN – composed of your email list, your followers, readers, customers
  2. Traffic you control – ads in emails, pay-per-click ads on FacebookGoogleYahoo, and more, banner ads, native advertisements, affiliates, and joint ventures
  3. The traffic you don’t control – (general search queries)

Convert both the traffic you control and do not into subscribers and buyers (traffic you own) as quickly as possible. After all, the bigger your list of contacts, the more money you make.

Section Two: Your Communication/Follow-up Funnel

Russell explores how you should be communicating with your audience.

Attractive Character – Russell describes this as “a persona that attracts clients or customers and helps you build your following to eventually makes sales”. 

The Attractive Character focuses on how to craft your audience’s interpretation of you in order to attract people to your message and build a following.

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Dotcom Secrets highlights the 4 key elements to an attractive character:

  • Having a backstory
  • The ability to speak in parables
  • Being able to share your character flaws
  • Have a polarizing point of view

Soap Opera Sequence – helps build a relationship with your new leads and an attractive character. The secret behind this email sequence is to keep each email open-ended and entertaining.

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Daily Seinfeld Sequence – these are the type of emails that are necessary to maintain a relationship with your subscribers while still selling. Secret: Make it entertaining.

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Each email is 10% content and 90% entertainment. Start doing this and you will see your open rates, click rates, and conversations skyrocket.

If you don’t regularly interact with your email list, you risk the chance of them forgetting about you and your future marketing efforts will decrease in effectiveness.

Section Three: Funnelology Leading Your Customers to the Sale (Over and Over Again)

This section is all about the techniques behind developing funnels and what you actually must do to make your funnel work, the principles, stages, and the type of pages to utilize, when, and how.

5 variables of a successful funnel:

  • Demographics
  • Offer
  • Landing Page
  • Traffic Source
  • Ad Copy

Section Four: Funnels and Scripts

One Time Offer (OTO) – where you really make the true profit from your funnel

7 core funnels that can be applied to just about any business:

  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

Section Five: ClickFunnels

The last section of DotCom Secrets is basically a short advertisement for ClickFunnels, a software for creating the types of sales funnels that Russell has been teaching you in the book.


The first book I read was the last book, Traffic Secrets. That was really helpful to me so I started reading from the start which was Dotcom Secrets.

I actually enjoyed reading this book because it’s filled with golden nuggets. Each time Russell provides advice, I also think about how I could integrate the concept into my own business. Even if you’re not interested in the sales funnel per se, I think this book still deserves a space on your shelf.

This book is useful for any aspiring entrepreneur who wants to build a personal brand or selling via email. There are so many actionable insights here about online marketing, online business, or online entrepreneurship.

And if reading this review has got you excited about building your own sales funnel, then you can access a 14-day free trial with ClickFunnels

Where to Get Traffic Secrets?

If the information I have provided to you makes you at all excited, you are going to love the next part. This book and all of the knowledge that it provides to you, are FREE! All you need to do is pay for shipping and handling (click here).

The paperback edition of DotCom Secrets is currently selling on Amazon.

I recommend buying from his website because this allows you to Get These FREE Bonuses! (Total Value: $359.95)

Bonus #1 – The 3 Core Funnels eBook“Funnel Stacking, The 3 Core Funnels And How They Work Together!” Total Value: $47.00

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Bonus #2 – 108 Split Test Winners eBook“Simple Tweaks You Can Add To Your Websites and Funnels To Increase Conversions Up To 1,219% Or More!” Total Value: $47.00

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Bonus #3 – Network Marketing Secrets eBook “How To Use Sales Funnels To Grow Your Network Marketing Team…” Total Value: $47.00

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Bonus #4 – Funnel Audibles“What Happens If One Of My Funnels Flops, And How Can I Turn It Into A Winner!?!” Total Value: $97.00

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Bonus #5 – 30 Day DotCom Secrets Challenge!“Learn How To Apply The Principles Of DotCom Secrets During The 30 Day DotCom Secrets Challenge!” Total Value: $97.00


Thanks for reading! Comment below, I’d love to hear your thoughts!

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