The underground playbook for growing your company online.

Dot Com Secrets is a shortcut to tackling the underlying manifestations olow traffic and conversions and thereby expediting the growth of your company online.

If you’re struggling to not only drive traffic to your website but also convert it when it arrives, you may be surprised to know that these are smaller symptoms of a much larger problem.

The good news is – it’s easy to fix.

“A simple process that ANY company can use to geometrically improve their traffic, conversion, and sales online.”

—Tony Robbins

Russell Brunson is the co-founder of a software company, ClickFunnels – that helps tens of thousands of entrepreneurs quickly get their message out to the marketplace. He’s been fascinated by the art and science of direct response marketing since the early age of 12 and has since navigated the nooks and crannies of internet marketing – resulting in a masterful understanding of what makes it tick.

What the author specifically wants you to know …

This book is NOT about getting more traffic to your website. And it’s NOT about conversions. But the strategies you implement here will ensure that these elements will be welcome side effects.

The author is more interested in:

Sales Funnels

The essence of this concept is – you have to spend more to make more.

Russell found that many people were going to him for traffic and conversion issues, and expecting that he would merely tweak a headline here or there, or change their audience targeting strategies.

But the problem stems more from the fact that these businesses were not spending enough money on acquiring customers. Short answer – be willing to outlay more on this aspect of the business, and it will subsequently create an exponential spiral effect, allowing owners to spend even more.

There are several types of funnels and the idea is to try them and tweak them until you find the right fit.

The Sales Funnel was created to provide an affordable level of value to each individual customer, while identifying those who can afford the highest offer.

This takes us to the next major component:

The Value Ladder

If you can engage your customers well and communicate with them in a way that creates rapport and trust, they will naturally want to keep coming back for more. Each time they return, they will incrementally seek out even more bang for their buck and move further up the value ladder – i.e. they will give you more money as you provide them with more value. You will be able to serve them at a much higher level.

The Value Ladder was created to help you figure out what products and services you need to add to attain growth.

But none of these ideas will matter unless you first have:

The Secret Formula

There are four simple questions you must ask.

1. Who is your dream client?
2. Where can you find them?
3. What bait will you use to attract them?
4. What result do you want to give them?

You need to have a clear understanding of what your ideal customer looks like. The Secret Formula was created to help you figure out who you want to serve.


Business owners should also get familiar with the nuances of traffic.

There are 3 main types of traffic:

1. Traffic you control
2. Traffic you can’t control
3. Traffic you own

Then there’s the 3 types of traffic temperatures:

With some know-how, you can direct the right traffic to the right offers.

Russell expands on the above theories with ideas based on how a business owner presents themselves to their audience, and how quickly they are able to build a bond with their customers to leave them hankering for more.

It’s clear that he has great sense of humour and aims to inject a little sit-com attitude into the proceedings. He uses the hit show Seinfeld as an example of targeting your audience with … nothing! Sending out lighter, more entertaining content more frequently, is likely to more successfully engage an audience than tediously long-winded mail-outs once a month.

It’s all about nurturing those relationships in the most effective way.

Some basic copywriting and advertising principles are touched upon, as well as customer pain point analysis. Russell has also provided a series of sales scripts that can be used in conjunction with the funnel category of choice and can be modified to suit the personality of your business.

Towards the end of the book, the author presents a pitch of his own business – ClickFunnels, and provides an opportunity for the reader to utilise this software.

This detailed guide to internet marketing has been aptly dubbed “evergreen”, in that it only deals with ideas and outcomes that should be just as relevant 10 years down the track. In a world where technology can change as quickly as Google tinkers its algorithms, steadfast strategies are paramount.

While there are certainly elements here that could be found spattered across the internet, Dot Com Secrets houses it all under the one roof.

In summary, the author reiterates:

“When you implement each of these secrets, you will transform your business and your website from a flat, two-dimensional company into a three-dimensional sales and marketing machine … “