Russell Brunson - DotCom Secrets: The Underground Playbook for Growing Your Company Online

DOTCOMSECRETS

AsimpleprocessthatANYcompanycanusetogeometricallyimprovetheirtraffic,conversion,andsalesonline.

TonyRobbins

DOTCOM

SECRETS

THEUNDERGROUNDPLAYBOOKFORGROWING

YOURCOMPANYONLINE

RUSSELLBRUNSON

DOTCOMSECRETS

THEUNDERGROUNDPLAYBOOKFORGROWINGYOURCOMPANYONLINE

2015RUSSELLBRUNSON.

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DEDICATION

Tomydad,whohelpedinspiremetobecomeanentrepreneur.

Tomymom,whoalwaysknewmytrueworth.

Andtomywife,Collette,forsupportingmethroughallofmycrazyideas,andrunning

ourhomeinawaythathasallowedmetochasemydreams.

TABLEOFCONTENTS

ACKNOWLEDGEMENTS

TherearesomanypeopleIwanttothankforbeingwillingtosharetheirideaswithme.

Ideas that ultimately became the strategies behind everything inside of this book. I also wanttothankmyteamallthepeoplewhohelpedmetoimplementtheseideas,findout

whichoneswork,andsharethemwiththeworld.

While there are hundreds of marketers I have learned from, there are many people whogavemeveryspecificideasthatbuilttheframeworkformycompany,andalsofor

thisbook.Ivetriedtogivecredittotheoriginalsourceswhenpossible,butsomeofthese people may be left out. So I want to mention a few of the brilliant marketers who have inspiredmeinnoparticularorder.

MarkJoyner,Dan Kennedy,BillGlazier, DaeganSmith,Tony Robbins,DonLapre,

JohnAlanis,AndreChaperon,BenSettle,SteveGray,RyanDeiss,PerryBelcher,Armand

Morin, Jason Fladlien, Ted Thomas, Mike Filsaime, David Frey, Chet Holmes, Jeff

Walker,JohnReeseandeveryoneelsewhohastakentherisktobeanonlineentrepreneur

andprovidevalueonline!

Lastly,Iwanttothankmyteam.Thesepeoplehavegivenmetheabilitytotryallof

thesecrazyideas,andshareinthesuccessesandthelosses.Therehavebeenhundredsof

employeeswhohavecomethroughourdoors,anditwouldbeimpossibletomentionall

ofthem.ButIwanttomakespecialthankstomypartnerswhohavesupportedmeandput

insomuchmorethantime.

Brent Coppieters and John Parkes for running my companies. Todd Dickerson and

Dylan Jones for creating ClickFunnels and giving us the ability to make this process simpleforeveryone.DorelNechiforfortakingtheriskonmewhenIfirstgotstartedand

makingitpossibletobuildmycompany.AndJulieEasonforbravingthisbookwithme.

Yourcountlesshourshavemadethisbookpossible.

FOREWORD

WHATTHEONLINEMARKETINGWIZARD

FRATERNITYDOESNTWANTYOUTOKNOW

(AND:ISTHISBOOKAFRAUD?)

byDanS.Kennedy

Yes, there IS an online marketing wizard fraternity. Many of them hang out together, scheme together, and work together. And yes, there ARE a few things theyd rather you didnt think about, while they perform their wizardly shows. This book is the first of its kind to actually reveal what is really happening behind-the-scenes in their fast-growing companies.

Dontmisunderstand.Fewofthesewizardsareactually evil. Mostbringvalidmagic tricks to the show. Many do guide business people to treasure. But often there is a discernible pattern behind everything they say, teach, promise, and promote: a

deliberately-engineeredandexacerbatedlackofsolidground.Thisbookdoesntjustfocus

onmagictricks,butthecorestrategiesyouhavetohaveinplacetoscaleacompanywith

onlinemedia.

It is in the wizards best interest for you to believe everything in the online media, marketingandbusinessworldisshinyandnew,constantlychanging,andun-tetheredfrom

theoldrules,principles,facts,andmathofsuccessfuladvertisingandmarketing.

This book by Russell Brunson is different. While teaching you about the shiny

secrets of the Internet, he shows you how to build these tactics and strategies into your business on solid groundtactics and strategies founded in true direct-response

marketing.Itisyourresponsibilitytoresisttheseductionofshort-lived,brightandshiny lures, popularity and peer pressure, and the siren-songs of superficially knowledgeable promoters of new tactics with no knowledge of its original direct response genealogy.

Youmustexercisediscernment.

Im forchallengingnormsandbreakingrules.ButIalsolikesolidground,notever-shiftingsand.Ilikebeingconfidentandincontrolofthingsparticularlymymoneyand

themakingofitnotinconstanthigh-anxietyandatthemercyofwizards.

I taught myself direct marketing as a science. Im a reliability guy. Im far more interested in a car that starts and runs well and predictably every time you turn the key thanonethatlookssexyandispopularwithsomein-crowd,butmightstallat80MPHor

not start at all. I like evergreen, not frequently obsolete. In my roles as a strategic consultant and a direct-response copywriter, I am all about creating advertising, marketing, and sales assets of lasting value for my clientsnot moneymaking devices writtenindisappearingink.

Tats why I agreed to write the foreword for this online marketing wizards book. I admirethetruthRussellhasputbetweenthesepages.

Unlike many of these wiz kids, Russell Brunson is grounded in direct marketing

disciplines.

Discipline is good. General Norm Schwarzkopf (of Operation Desert Storm fame) oncesaid:

Shinedshoessavelives.

Normwentontoexplainthatintheheatofbattle,thefogofwar,underpressure, the

undisciplineddie. Soitisinbusiness.Isitnow,asinfrequentlyaspossible,inmeetings with young online marketing people demonstrably devoid of any disciplined thinking.

Theyarefullofopinionandyouthfulhubrisbutveryshortonfacts.Iwouldnotwantto

shareafoxholewiththemordependonthem.IwouldriskitwithRussell.

This book offers solid ground in the very ethereal world of online marketing and commerce. It properly treats Internet media as media not as a business. It utilizes the scienceofsplit-testing.Itbuildsonlong-provenmarketingfunnelandsalesarchitecture.It takesaverydisciplinedapproach.