Translated from English to Spanish - www.onlinedoctranslator.

com
DOTCOM SECRETS

A simple process that ANY company can use to improve

geometrically their traffic, conversion, and online sales.

—Tony Robbins

dotcom

MYSTERIES

THE UNDERGROUND MANUAL FOR GROWTH

YOUR ONLINE BUSINESS

RUSSELL BRUNSON

DOTCOM SECRETS
THE SUBTERRANEAN MANUAL FOR MAKING YOUR GROW
ONLINE COMPANY

© 2015 RUSSELL BRUNSON.

All rights reserved. No part of this book may be reproduced, stored in a system of

recovery

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without the prior written permission of the publisher.

Published in New York, New York, by Morgan James Publishing.

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DEDICATION

To my dad, who helped inspire me to become an entrepreneur.

To my mom, who always knew my true worth.

And to my wife, Collette, for supporting me in all my crazy ideas and for making
to function

our home in a way that has allowed me to pursue my dreams.

TABLE OF CONTENTS

Prologue What the 'fraternity of online marketing wizards' doesn't want you to know
you know

(y: Is this book a 'fraud'?)

What is this book about (and what is it NOT about)

Introduction

Section one: stairs and funnels

Secret No. 1: the secret formula

Secret No. 2: the ladder of values

Secret No. 3: from the staircase to the funnel

Secret No. 4: How to Find Your Dream Clients

Secret #5: The three types of traffic

Section two: your communication funnel

Secret No. 6: the attractive character

Secret #7: The soap opera sequence

Secret No. 8: Daily sequence of Seinfeld

Section three: Funnelology Taking your customers 99 to the

Sale (time and time again)

Secret No. 9: reverse engineering for a successful funnel

Secret No. 10: seven phases of a funnel

Secret No. 11: the twenty-three basic components of a funnel

Secret No. 12: frontend vs backend funnels

Secret No. 13: the best bait

Section four: funnels and scripts

Front funnels
Funnel No. 1: two steps, free shipping, and more

Funnel No. 2: self-liquidating offer

Funnel No. 3: continuity

Funnels for half of the value scale

Funnel No. 4: the perfect webinar

Funnel No. 5: webinar on invisible funnel

Funnel No. 6: product launch

Backend funnel

Funnel No. 7: high-cost request and three steps

Section five: ClickFunnels

Conclusion: to ignite

THANKS

There are so many people I want to thank for being willing to share their
ideas with me.

Ideas that ultimately became the strategies behind everything included in this
book. I also want to thank my team: all the people who helped me to
implement these ideas, discover

which ones work and share them with the world.

While there are hundreds of marketing specialists from whom I have learned, there are many
people who gave me very specific ideas that built the framework for me
company and also for

this book. I tried to give credit to the original sources when possible, but it may be that
some of these people are left out. That's why I want to mention some of the
brilliant marketing specialists who have inspired me in no particular order.

Mark Joyner, Dan Kennedy, Bill Glazier, Daegan Smith, Tony Robbins, Don
Lapre,

John Alanis, André Chaperon, Ben Settle, Steve Gray, Ryan Deiss, Perry
Belcher, Armand

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

Walker, John Reese and all those who have dared to be

online entrepreneurs

and provide value online!

Finally, I want to thank my team. These people have given me the opportunity to try
everyone

these crazy ideas and share the successes and the losses. There have been
hundreds of

employees who have passed through our doors, and it would be impossible to mention
to all

them. But I especially want to thank my partners who have

supported and placed

in much more than time.

Brent Coppieters and John Parkes for managing my companies. Todd

Dickerson and

Dylan Jones for creating ClickFunnels and giving us the ability to simplify
this process for everyone. Dorel Nechifor for taking the risk with me
when I began and

making it possible to build my business. And to Julie Eason for facing this
book with me.
Your countless hours have made this book possible.

PREFACE

What is the 'Online Marketing Assistant

THE BROTHERHOOD DOES NOT WANT YOU TO KNOW

(Y: IS THIS BOOK A FRAUD?)

by Dan S. Kennedy

Yes, there is a 'brotherhood of online marketing wizards'. Many of them

they are together, they plan and work together. And yes, THERE are some things that
they would prefer what you think, while they perform their magical shows. This
the book is the first of its kind that reveals what really happens behind
scene in their rapidly growing businesses.

No lo malinterpretes. Pocos de estos magos son realmentedemonio.La mayoría trae al

The show 'magic tricks' is valid. Many guide entrepreneurs towards treasure. But
there is often a discernible pattern behind everything they say, teach, promise and
promote: a

lack of solid ground, deliberately designed and exacerbated. This book does not
focuses only

about magic tricks, but the basic strategies that must be implemented to scale a
company with

online media.

The best for the assistant is that you believe everything in the world of the
business, marketing, and online media is bright and new, it changes
constantly and is not tied to

the old rules, principles, facts, and mathematics of advertising and marketing
successful.
This book by Russell Brunson is different. While it teaches you about how to...
brilliant

Internet secrets, it shows you how to incorporate these tactics and strategies into
your business on a solid foundation: tactics and strategies based on a
true direct answer.

Marketing. It is your responsibility to resist the allure of shiny and short-term lures.
duration, popularity and peer pressure, and the siren songs of promoters
of "new" tactics with superficial knowledge and without understanding of their
original genealogy of direct response.

We must exercise discernment.

I am about challenging norms and breaking rules. But I also like solid ground, not sand.
constant movement. I like to have confidence and have control over things, especially
of my money and

while doing so, not in constant high anxiety and at the mercy of the wizards.

I learned direct marketing on my own with awareness. I am a trustworthy guy. I am much more
interested in a car that starts and runs well and predictably every time
You turn the key that in one looks sexy and is popular among some people, but that could
stop at 80 MPH or

do not start at all. I like evergreen trees, not frequently obsolete. In my

functions as a strategic consultant and direct response copywriter, I dedicate myself to creating
advertising, marketing and sales. durable value assets for my clients, not devices to make
money written with ink that disappears.

That is why I agreed to write the prologue of this Book of the online marketing assistant.
I admire the truth that Russell has placed between these pages.

Unlike many of these child wizards, Russell Brunson is based on marketing.

straight.

subjects.
Discipline is good. General Norm Schwarzkopf (famous for Operation Desert Storm
Desert) said once:

Polished shoes save lives.

Norm continued explaining that in the heat of battle, the fog of war,
under pressure, the

The undisciplined die. The same happens in business. Now I sit down, as infrequently as possible,

in meetings with young specialists in online marketing who evidently lack any

disciplined thinking.

They are filled with opinions and youthful arrogance, but very scarce in facts. I do not
I would like

share a trench with them or depend on them. I would take a risk with Russell.

This book offers a solid foundation in the ethereal world of online marketing and commerce.
appropriately the means of the Internet. as media—not as a business. Use science of
the split tests. It is based on a sales architecture and a marketing funnel
tested for a long time. A very disciplined approach is needed.

Yes, only in one sense, a non-fraudulent book. The title is misleading. It really does not
tries to

"punto comsecretos" is not a manual for "growing your business online." It is

However, such a narrow and limiting characterization is misleading.

In truth, this is a solid book about reliable marketing 'Secrets' that can be
apply to

'dot com' business activities, and which are 'secrets' for many who have achieved the
age of majority and only pay attention to what they see happening online. In truth, this is a
testedManual of strategies to grow your business with effective methods of
lead generation and sales/conversion.

that can be used online and offline.

"Solid," "reliable," and "proven" are not the most attractive positioning terms, so
Russell can

You will be forgiven for holding them back, waiting to reveal them within the book, with
careful.

'Growing your business ONLINE' sounds better and requires less work than 'Making
grow your business.

Company, so it can also be forgiven for taking advantage of people's fascination.

of the moment.

He is a magician and, as such, he should be allowed some sleight of hand. But

let's be you and me

very clear about reality. Let me serve you a useful purpose here.

My advice: do not settle or distract yourself with mere tricks. Be a responsible adult.

Invest your time and treasure in information, skills, and properties that can produce.
harvest after harvest after harvest, no passing trends or attractive ideas that age quickly
bad. And don't be fooled by the idea that any new medium can challenge gravity
and live without being tied to reality, mathematics, or history.

Do not read this book with the eagerness to find a new, interesting, quick, and easy 'solution'.
"ingenious toy" or an intelligent trick that can generate money for you today but requires
find another and another and another, at a frantic pace.

Enter this book in search of deep understanding and profound clarity

about the structure and the science of effective marketing that will be applied in the universe
of the online media.

Dan S. Kennedy

Dan S. Kennedy is a trusted strategic advisor for hundreds of companies with $7 million in revenue.

figures.
professionals, direct marketing professionals, and executive directors. He is also the author of
more than 20 books, including There's No Stupid Guide to Ruthless People Management and
benefits (2nd Edition).

Information about Dan in:www.NoBSBooks.comywww.GKIC.com.

WHAT IS THIS BOOK ABOUT (AND WHAT

IT'S NOT ABOUT

Hello, my name is Russell Brunson...

Before we begin, I want to introduce myself and tell you what this is.
book

what it is about (and more importantly, what it is not about).

This book does NOT aim to attract more traffic to your website; however,

The "DotComSecrets" that I am going to share with you will help you achieve MORE.
exponentially

traffic like never before.

This book does NOT focus on increasing your conversions; however, these
DotComSecrets will help you

increase your conversions MORE than any headline adjustment or split test that
may wait to do.

If you are currently having difficulty attracting traffic to your website or

convert it

traffic when it appears may think it has a traffic or

conversion. In my

From experience, after working with thousands of companies, I discovered that

rarely is it like this.
The low traffic and weak conversion rates are just symptoms of a problem.
much greater, a

a problem that is a little harder to see (that's the bad news), but much easier to
to solve (that is the good news).

I recently had the opportunity to fly to San Diego to work with Drew Canole from

FitLife.tv. It had gained 1.2 million followers on Facebook,

but due to

With some changes on Facebook, its traffic had decreased by 90%. Now it was
spending $116 for

selling a product for $97. It was no longer profitable.

Drew's team called me because they wanted help with two things: traffic and

conversions.

I smile because that's why most people call me. They generally assume
where I go

to help them modify a title or change the orientation of their ad and resolve their
problems. But I knew that, like most of the companies I work with, the problem of
FitLife.tv was not a traffic or conversion problem.

It is rarely so.

Most of the time, it is a FUNNEL problem.

After listening to Drew and his team share all their numbers with me,
your pains

and frustrations, and their ups and downs, I leaned back in my chair and told them that
they were
fortunate.

You have no traffic or conversion problems,

What are you talking about? Our traffic has dropped by 90% and we cannot reach the point of
balance when converting our clients! Drew said.

The problem is that you can't spend enough to acquire a customer, and the way to
"Solving that problem is fixing your sales funnel," I responded calmly.

One of my mentors, Dan Kennedy, says: "Ultimately, the company that can
spend the

Most of it to acquire a customer wins.

The reason Drew's business was not making money was because he did not
could

spend enough to acquire a customer. If we fix your sales funnel to

that instead of doing

$97 for every $116 spent, you can start earning two or three times more.
money for

every sale, and then the whole game changes. Suddenly, you can afford to
buy more traffic.

from more places; it can surpass the offers of its competitors and can spend two or three
times more than it spends now, while becoming exponentially more
rental.

So, what changes did we make to Drew's business? How did we take a funnel of
sales?

that was losing money and turn it into a tool that would allow FitLife.tv
spend MORE

money than its competitors, while gaining more traffic, more customers and
more sales?
This is what this book is about.

This book will take you on a journey similar to the one I took with Drew and his team.

It will help you understand how to structure your products and services.
company in a way that allows it to earn two to three times more money
with the same traffic.

what you are receiving now. And when you follow the steps, it will open the gates, which
it will allow you to spend much more money to get many more customers
new.

This book will also show you how to communicate with your customers in a
so that

Naturally, it makes them want to rise in the scale of offers and give more.
money as it provides them more value.

Once you understand the fundamental concepts behind DotComSecrets,

we will delve into

stages of a sales funnel and explore the basic components you will need
use in each phase.

Finally, I will give you the seven main sales funnels that I use in all my
companies, in addition to all

of the sales scripts that we use to convert people at each stage of those funnels.
You can choose to copy my proven funnels and scripts as they are, or you can modify them to
that better adapt to their particular business.

When you implement each of these secrets, you will transform your
business and you

flat and two-dimensional company website to a platform of

sales and
marketing machine that allows you to spend more than your competitors, acquire
an almost unlimited number of new customers, earn (and retain) more money and,
more important,

to attend to more people.

That's what this book is about.

INTRODUCTION

My addiction to junk mail started when I was twelve years old. I remember the exact night when
my obsession with junk mail and direct response marketing began. My dad
he stayed awake late watching television while working on a project. Normally
made me go to bed early, but that

At night he let me stay up late and watch TV with him. I wasn't that
interested in the news as much as in spending time with my dad.

When the news ended, I was waiting for them to send me to bed, but they didn't.
it happened, so I started to see what was coming next. It was one of those infomercials
infomercials. This particular infomercial featured a guy named Don Lapre
that explained how to do

money with "small classified ads". I'm not sure why it called my
attention. Maybe,

Since he was so young, he didn't understand that making money quickly 'does not
it was possible.

Perhaps my fascination grew because he was very charismatic. Whatever it may be

reason, as soon as

When he started to talk, I got hooked.

During this infomercial, he shared stories about how he started his first business.
He explained how he came up with an idea for a product and then placed an ad.
classified in his
local newspaper to sell this new product. The first week after the publication of your ad,

he/she earned enough

money to pay for the ad and was left with about thirty dollars in profit. Although the
most people would not consider it a great victory, Don knew he could take that
same winning ad and publish it.

in other newspapers and make a profit of thirty dollars with each newspaper.

He ended up publishing that ad in thousands of newspapers and won dozens of

miles.

dollars a month doing it!

I didn't realize it at the time, but Don was teaching me (and everyone else who
they were

seeing) the basic concepts of direct response marketing, which could be applied to
any company.

Well, as you can guess, my twelve-year-old eyes went wide and my heart skipped a beat.
overturn.

races. I remember I was so excited that I couldn't sleep that night or the rest of the
week. The only thing I could think about was buying Don's system so that I could
start making money.

I asked my dad if he would help me pay for it, but like any good parent should do
father, he made me

Go out and work for the money. I mowed the lawn, pulled the weeds from the gardens and
I worked very hard.

for three or four weeks to earn the money to buy the system.

I still remember calling the 1-800 number to place orders. When it appeared the
box, my heart raced as I opened it. I started to read the pages while Don me
explained the basic concepts of direct response marketing.
And that's where this journey began for me.

After that, I started collecting classified ads and calling the 1-800 numbers listed.
in them for

to see what people would send me. I began to see that other companies were
doing the same.

What Don was teaching!

Then I started looking at magazines and saw the same type of ads. Then I
I would call to the

phone numbers and send them to request the free "information kits" that these advertisements

they also promoted.

After three or four weeks, I began to receive "junk mail".

garbage in quotes because studying that spam email has literally made me
win millions.) I started receiving so much mail that the mailman could not fit it all.
physically in the mailbox. I would come
The house since high school, and my parents could have two or three.
letters, but I would have an entire pile of my own mail. I would take it all to
my room and I would read it

every letter. I didn't know it at the time, but I was reading extensive sales letters from
some of the best direct response marketing specialists of all time. I saw
what they were doing and

how they were doing it and it was fascinating to me.

Whatever they would sell, the process was the same. They would put a small
announcement.

asking people to contact their company for a free report.

After contacting them, they

I would send him a sales letter, disguised as a free report, selling a

low-priced informational product. When I bought the product, they sent me
their 'system', along with

Another sales letter selling me an expensive product. (figure 0.1).

Fig. 0.1 Offline sales funnels guided potential customers through a series

predictable of

steps.

This was my first exposure to sales funnels. I didn't know it at the time, but
this process that I saw over and over again offline would become exactly the SAME
system.

what I would use to grow hundreds of businesses online.

Now, while funnels are usually much more advanced than this, look at this
diagram for

See what offline funnels look like and notice how similar they are to
the online funnels that I will show you throughout this book (fig. 0.2):
Fig. 0.2 Current online sales funnels are practically identical to direct ones.
offline.

Marketing response funnels that I studied when I was a child.

Looking back, I think it's funny that while most kids my age
they collected baseball

cards, I was studying junk mail and learning about marketing funnels. When I went to the
university

My mom made me throw my junk mail in the trash, but I received this last one.
photo with

the best education in marketing and sales that I could have received.

Unfortunately, I could never afford to sell things through classified ads and
live.

email when I was twelve. But I understood the concept. It wasn't until ten years
later, during my second year in college, I rediscovered marketing
direct response and

I saw how I could use it on the Internet.

He is not the typical teenager!

MY FIRST ONLINE BUSINESS

One night, during my second year at university, I was lying in bed too
tired to

turn off the television. So instead, I flipped from one channel to another and a commercial
it caught my attention.

eye. He explained how people 'made money online with a website.'

I knew that

I needed to learn more. I dialed the number, got a ticket for a local event, and the
The following night I was at a seminar at a local Holiday Inn. That little seminar rekindled
my interest in business and direct response marketing. I remember having heard from the
speakers talk about how

People used the Internet to make money in an almost

identical to mine

I had learned when I was a child. But instead of using the mail, they used the mail.
electronic; instead of

using magazines, they had blogs; Instead of the radio, they used podcasts.
It was fascinating and I was hooked from the first day.
Fig. 0.3 Blogs, podcasts, and online videos are simply newer versions of the
ancient.

offline school media channels.

I started to look at other people's websites and to study how they made money.
these companies. I decided to model what I saw. After all, if it worked for them,
it could work for me. So I created products and services similar to those that
others sold online.

My websites looked similar and the copy on the pages was similar, but for
any reason,

My efforts generated very little (if any) money. I felt frustrated.

because I could see others successfully making money. What was I doing wrong?
It took me almost two full years of studying, researching, and interviewing specialists in
successful marketing before I realized that what I was seeing online was not the
complete business. The people who made money did so through steps and processes.
invisible to the public.

naked eye.

While he had modeled the part of his business that he could see, there had been
multiple

funnels happening behind the scenes that made the magic work. I found that
the difference

between a ten thousand dollar website and a ten million dollar company was
everything that happened AFTER a buyer entered the initial funnel.

Fig 0.4 I was modeling what I could see happening on the surface, but it
real

Money was earned in ways I could not see.

It took me years to discover and master these DotComSecrets, but when I did, my
the company quickly went from a few hundred dollars a month to millions
dollars per year in

income.
I wanted to write this book, not because I am smarter than anyone, but
because

I think there are many people like me. People who model the superficial level.
about what others are doing and feel frustrated for not obtaining
similar results. This book is the culmination of a decade dedicated to
analysis of hundreds of companies and their successful sales.

funnels. I have created more than a hundred of my own sales funnels and have worked with
thousands of students and clients to create funnels in all markets with
those I can dream of, so much

online and offline.

I hope that after reading this book you realize that your dreams of success are
much closer than you think. Soon you will see that by providing a lot of
value, communicate

If you work effectively with your audience and develop your sales processes of a
very strategic way, will be able to get your product, service or message to the
world. And they can pay you

what you are worth while doing it.

THREE WAYS THIS BOOK IS DIFFERENT

By buying this book, you have trusted me as your coach. I know

What are you?

busy; I understand and fully respect it. It is important for you to know that I will not do you
wasting time. There are many options in terms of business and training for the
success, and it is an honor for me that you have decided to dedicate your valuable time to me. So
It is how this book is.

diferente de otros libros de negocios que haya leído:

Everything I show you in this book is timeless. If you have tried to learn
how to grow your business online in the past, you probably bought
books and courses with
systems that worked when they were created, but have become obsolete even
before arriving at

the editor. When Google changes an algorithm or Facebook introduces a

new design

Many tactics suddenly become obsolete.

This book, on the other hand, is a manual for creating marketing funnels.
what

Exponentially increase your online sales. It is an imperishable guide. Within

Ten years will be as useful as it is today. I only focus on strategies and concepts.
which will remain the same, even when technology changes.

2. I not only teach these things; I really do them. There are a lot of
people who teach internet marketing and the majority make money
teaching others.

to people the online marketing strategies they learned online. They give
Kennedy calls those people 'shovel sellers' because during the gold rush,
the people who earned more

The money was with those who sold shovels. Today's "shovel sellers" will...
They sell online

marketing strategies without actually using any of the strategies themselves.

The difference between most of my competitors and me is that I actually do this,

for

That's right. I use each of the secrets that I am about to reveal to you. And I have
tested in dozens of different markets, from supplements to training
I also work directly with hundreds of other companies,
advising them and increasing their profitability in almost all niches and all the
industries you can dream of.

About seven or eight years ago, I was lucky enough to work in marketing.
direct.
legends Dan Kennedy and Bill Glazer. They work with entrepreneurs from
everyone

and I was their main trainer in Internet marketing for almost six years. This was a
unique situation and I was able to work with hundreds of offline companies, teaching them to
implementar los mismos conceptos que estoy a punto de compartir con ustedes.

I also had the opportunity to teach these DotComSecrets at Tony Robbins'

Business.

Master's seminar as well. I can tell you from experience that these strategies
they work for both online and offline businesses in almost any industry
whatever comes to mind. During the

book, I will share examples of these different types of businesses so you can see
how each one

The strategy could work in any market.

The book is divided into several sections. Sections 1, 2, and 3 give you
they will toast

The basic concepts you MUST understand before you can create your first
marketing.

funnel. Once you understand the secrets behind what makes online sales
I will teach you how to create your own sales funnels.

Section 4 describes the different sales funnels we use in our companies.

every day. It also provides him with the sales scripts he needs to motivate people.
through its marketing.

funnel to get them to buy.

Section 5 will show you some of the simplest ways to implement all of the
involved technology. I see that technology trips people all the time. So
that I want you to skip the difficult things and make it easy for yourself.
Once you know how funnels work, implementing them is simply a matter of
choose

which one do you want to use and configure. Do not go directly to the
funnels and

Script section until you have read the previous chapters, or you will lose the learning of
the central strategies that make those funnels and scripts work. I want everything
it makes total sense.

To you.

3. Image recovery. Throughout the book, you will notice tons of small and
simple

diagrams. At first, they may not make sense to you. But after reading the chapter or the
section, he will understand. I promise. The reason why the images are so basic is
because I want you to be able to look at the image and immediately recall the concepts.
The charts are designed for instant recovery. At some point in
the future, if you need to remember how

If you structure an additional sales letter or a two-step consulting funnel,

he will be able to take the image and instantly remember how to do it. When he needs to
Remember images, you can flip through the book to find the images if you wish. Or
can you go to

www.DotComSecretsBook.com/resources/diagrams and print them out. I like to carry a notebook of

all the images of funnels and scripts that I develop, to always be able to find the one that
I need. I even have some students who have certain images taped up.
adhesive on the walls of their offices as a memory aid.

I recommend reading the entire book once from beginning to end.

final.

You are discovering the rest of the iceberg and need to understand the
concepts in order. Once you have read all the material, you will be able to
go back to the chapters that
I know it will make a big difference right away.

I am excited for you to dive in and have fun with this. So

let's get started!

SECTION ONE:

STAIRS AND FUNNELS

SECRET #1:

THE SECRET FORMULA

It was 11:27 in the morning on a Monday and, no matter how much I told myself, I simply
I couldn't

get up from bed. My muscles ached, although it didn't make sense.

I knew that exercise didn't hurt me because I hadn't done it. I had a feeling of
stomach discomfort

It seemed like the flu, but I knew I wasn't sick. In my head, I WISHED
to have a

boss, in order to say goodbye and put an end to this nightmare that I knew I had to face so
soon as I finally got out of bed.
How had I arrived here? Just a few years earlier, I had become 'officially'
I was a businessman and had founded my own company. And despite many mistakes in the
path

I had learned some tricks and was being successful. The company I started
it was profitable.

We were serving people and making a difference, but for some reason I felt
miserable.

A few weeks later, I found myself in front of a huge blackboard in

white trying to outline why I felt this way. Something was wrong with my
business and wanted to find out what it was. After what seemed like hours,
I wrote two words:

What WHO?

Where?

I asked myself: "WHO is the person I really want to work with?" Until that moment
in

I had been trying to sell my business to everyone I could.

While that sounds

intelligent at first, it left me tired, frustrated, and empty inside.

After having a good idea of WHO I would ideally work with if I had
that option, I started to think about the RESULT that I would like to give them. Me
I asked: "Where

Could you serve my client at the highest level? I realized that it was not to
through a product or service. Rather, it was giving them a result that
It would change their lives. That outcome is where I wanted to take them.

A few minutes later, I added two more words to the board:

Where?
Bait?

Where are these people? How can I find them online? What kind of bait can I use?
create?

Attract the client of my dreams and repel all the others?

These questions eventually became the outline of what I now call 'The
secret

"Formula", and it is truly the first step you MUST take before you can grow.
any company.

THE SECRET FORMULA

The secret formula consists of four simple questions. These are the same four
questions I ask anyone who hires me for personal consultations. In the
moment of writing this article, companies pay me twenty-five thousand dollars for
day to help them understand and implement this formula and the funnels and scripts
contents in this book. Now that I know it

If you didn't pay nearly twenty-five thousand dollars to learn this information
And to follow this process, I recommend that you try this and all the exercises.
contenidos en este libro como si hubieras invertido la cantidad total. Si lo hace,
will make much more use of the process I am going to take him through and this book will
It will turn into a private consultation with me for twenty-five thousand dollars. Alright,
let me guide you through the process.

Question No. 1: Who is your dream client? The first question you must
Doing is, Who do I really want to work with? Most of us start
with a product idea, without ever thinking about who we want as customers,
providers and associates. But these are the people you will interact with day after
day. You will probably spend more time with these people than with your own friends.
and family. you choose your

couple with care, then why wouldn't you take the same time and
careful when deciding?
Who will be the client or customers of your dreams? If you are just starting out, this
It may not seem important. But I promise you that if you don't choose consciously
the client of your dreams,

one day you will wake up like me, working with people who drain you and
wishing

that someone could fire you from the business you created.

After successfully launching my first software company, many people have

he became aware of my online success and started asking me how I was doing
making money. Since I saw the demand, I thought it would be fun to teach
others how to start their own online businesses.

The good thing was that there were MANY people who wanted to start.
business and

We made a lot of money teaching them. But the downside was that most of them
they didn't have money (and they couldn't invest in the more expensive things than I
I wanted to sell). And

most of them had no business experience, so I had to dedicate a lot of time

to the basic aspects, and that drove me crazy (that's why I didn't want to get out of bed for
the mornings). I had

so much value I wanted to provide to people: to show how I had scaled my businesses,
teach conversion secrets and how we structure our funnels, but 99% of
my time was

dedicated to showing you how to buy a domain and set up hosting.

I literally spent years serving these clients and that made me feel miserable. My
family

I suffered and it didn't matter how much money we made, I was not happy. Years passed before
that I

He lay down and really thought about the WHO. I realized that I had overlooked.
some quite important questions:
Who are the clients of my dreams?

What do they seem like?

What are you passionate about?

What are your goals, dreams, and desires?

After about a week of thinking about the WHO question, I sat down
and I created two

Customer avatars: one for the men I wanted to work with and another for the
women I wanted.

to work with.

For the women, I chose a name and wrote it down: Julie. Then I listed the
things

I knew about Julie. She is successful and motivated; she has a message that
to share; she values

his personal growth regarding money; and he has already grown his business to
less than five figures a year.

Next, I wrote the name Mike. Next to Mike's name, I wrote the things that
I knew about Mike. He is a former athlete. At some point, he has helped to change the
life of someone in a small way and wants to learn how to help more
people. They value growth more than money and have already built their business to
less than five digits per year.

Then I went to Google Images and typed in Juli and the characteristics I had written.
Within minutes, I found an image that resembled the woman I had.
in my mind. I printed it

I took it out and hung it on my wall. I did the same with Mike and, within minutes, I had
both photographs of the clients of my dreams hanging on my wall.
This may seem like a silly exercise, but it's important that you do it anyway.
reality

Dedicate some time to think about who you want to work with. Write down their

characteristics and then search for a real image that represents them. It is
it's surprising how your perspective changes when you have a physical image of
your ideal client, instead of

a confusing and half-formed image in your head.

Question #2: Where can you find them? The next question from the
Secret Formula

Where can you find this ideal man or woman? Where do they hang out in
line? They are

Are you on Facebook or Instagram? What groups are you a part of? What do the newsletters do?

email?

What do they subscribe to? What blogs do they read? Are they reading The New York Times or...
Huffington Mail? What other interests do they have? Do they like sports or the...
Arts? How about fishing or racing cars? If you don't know who, it will be hard to find out.
Where your perfect client can be found. So make sure you know
exactly who are you trying to

attract. Then, simply write down some places where you think the potential client might
spending time online.

In the upcoming chapters, we will delve into how and where

find

the customers of your dreams. I will show you exactly where to find the people you are
searching.

Question #3: What bait will you use to attract them? Once we know where.
The dream clients are, we have to create the right bait to attract them.
Your bait could be a physical book, a CD, a DVD, or an audio.
recording: anything that the customer of your dreams would pay attention to and
I would like. As my company stopped selling to beginners.

And to attract dream clients, our first step was to create a new bait.
that attracted

“Mike” or “Julie”.

So we created a book called DotComSecrets Labs: 108 proven winners from tests
divided.

This bait worked very well for us, because most beginners do not know what it is.

split test. But

WE KNEW that Julie and Mike (our DREAM clients) would know what these are
terms.

they would mean and be hungry to have the book in their hands. A few days before their
launch

With this new offer, we had thousands of dream clients lining up to work with
us. When you discover what your dream clients want, it becomes very easy
attract them. Throughout

In this book, we will talk more about how to create the right bait. Right now, just have
Keep in mind that the bait should match what the client wants from their dreams.

Question #4: What result do you want to give them? Once you have
hooked you

dream clients with the perfect bait, the last question is what
RESULT wants

Give them? I'm not referring to what product or service you want to sell them. A business
It's not about products and services. A business is about the results.
you can get for your clients. Once you (and they) understand that
concept, the price will no longer be a barrier.
For me, I knew that the best way I can serve the customer of my dreams is by sending my
team a

your office and help build your sales funnels, hire and train your team of
sales and configure systems to generate consistent leads in the company.
This is how I can have the deepest impact and serve the customer at the highest level.
Ideally, that's where I would like to take all my clients. That kind of service is not...
cheap, but the results I can offer at that level are surprising. To put it
In perspective, for that service, my company charges an advance and a percentage of the sales.
What combinations amount to a million dollars.

I understand that many of my clients will not be able to pay me for that level of
service (the reason why we develop other products and services), but
understand where

What you ultimately want is to have the dream client; that is the key to this step.

Imagine that your clients could pay you anything to achieve the desired outcome.
So what,

What would you do to help ensure their success? Where would you take them?
What is that place like? Keep that place in your mind; it is the pinnacle of success.
for your clients. It's where you want to take them and it's the key to this
last step.

That's all. The four steps again are as follows:

1.

Who are your dream clients?

2.

How can you find them?

3.

What bait will you use to attract them?

4.

What result do you want to give them?

I know this exercise seems simple, but it is the key to everything else that
we will be

discussing in this book. So take a few minutes and truly answer these four
questions.

Until next time: In the next chapter, we will delve a little deeper and we
we will focus on the steps you need to take to lead the customer of your dreams to bite
the "bait" to consume their product.

product offers to get 'to where' you want to take them. If you structure this
correctly, people will naturally ascend to where you want
that they are. they will give you

more money and it will be able to serve them at a much higher level.

SECRET #2:

THE VALUE LADDER

Russell, are you a smoker?

"What?" I replied. "No, I've never smoked in my life... why do you ask?"

"Well, I noticed that your teeth are getting a little yellow and not
I was sure if you were a smoker... or maybe you drink coffee?

"No, I don't drink coffee either..." I said. "Do my teeth look that yellow!?"

Those were the first words my new dentist said to me about 10 minutes after our
first

quote.

When I started my new business a few years ago, my wife and I did not have
sure.

of any kind. I was simply trying hard to sell things online to try to put food on
the table.

Then, about four or five years after starting my business, I began to hire employees.
What I didn't realize when I hired them for the first time was that most companies
"real" offers benefits to its employees. Since I had never had a real job before, I
I was really sure what the benefits were (besides hanging out with me all the
día, ¡lo cual supuse que era el mejor beneficio de mi vida!). No, querían seguro médico y seguro
dental. So I decided to give in and get everyone a

benefits package. A few days after getting our new dental insurance, I received a
postal by mail offering a free dental cleaning.

Sweet! We have insurance. It's a free cleaning. I'm in.

And that's where it all started...

Within minutes, the dentist commented on my 'yellow' teeth.

No, I don't drink coffee or smoke. Are they really yellow?

Yes, they are. But don't worry. If you want, I can go back and do some for you.
custom trays to whiten teeth. You will need to use them for
a few weeks, but yes

Follow the system and your teeth will be white again.

Well, I'm sure you know what my answer was...

Yes, please! I don't want yellow teeth.

The dentist continued working on my teeth and, after a while, he said to me:
So, did you have braces when you were a child?

Yes, I did. How can you know it?

Well, your two lower teeth are moving again, and that usually happens to the
people who had braces.

Are my teeth moving? Seriously? What can be done about it?

Well, if you want, I can build you a retainer that will help you maintain your
teeth in

place.

Yes, please!

When I entered the dentist's office that morning, I had come for a
Free dental cleaning. And in less than an hour I left paying more than two thousand.
dollars for me

whitening kit and my new retainers. This dentist had strategically guided me to
through a powerful process that I call the Ladder of Values.

First, I had created a bait (free dental cleaning) that would attract the customer away from their
dreams (me).

Secondly, it provided value to me when I brushed my teeth and noticed that my teeth
they had
to turn yellow. Because he had received courage, he naturally wanted to continue
go ahead and get

additional value of him.

Then he found another way to provide me with value: the advances.

-y

Once again, I naturally accepted that offer as well.

Now, for many dentists, they earn the most money and provide
the greatest value to their patients by offering cosmetic surgery. Fortunately, not
I didn't need any cosmetic surgery on that visit, or I could have lost ten thousand.
dollars or more.

When I left, the secretary scheduled me another appointment six months later,
joining their 'continuity' program. Continuity is
where do you continue.

paying weekly, monthly, or annually until you decide to cancel. This

the dentist had a perfectly executed Ladder of Values (figure 2.2).
Fig. 2.2: This is a great example of a value scale for a dentist.

One of the first things I explain to people when I start working with them
It is the concept of Value Ladder, and it is the first thing that needs to be developed.
you can start working on any sales funnel. If you look at how it
we structure, you will see that on the left axis we have the value, and on the bottom axis
we show the price. (figure 2.3).

Now, in the upper right corner of this chart, you will see the large $ sign.
This is where you want to take your client. Here is where you can offer them the
greater value:

and also charge them more.

For dentists, this is usually cosmetic surgery. For my company, it is about

to develop their sales funnels, set up their backend systems and
generate leads.

for you. We currently charge our clients one hundred thousand dollars plus the
10% of your
earnings (up to a million) to provide this service. So, the total cost
for my clients is one million dollars for this service. But it is the BEST
what I can offer them and gives me the ability to serve them at the highest level.

Fig. 2.3: You can use this same model to design your own Value Ladder for your

business.

Now, ideally we would like to sell you all the best, right? You want
to serve their customers in the best possible way. But the sad truth is
that if I approached you on the street and said: 'Give me a million of
dollars and I'll help you grow your business," you would laugh in my face or
you would run away. thinking that I was crazy.

Why is that?

It's because we just met, and so far I haven't added any value to you.

But if you entered my website and saw that I was giving away a book with
108
of my BEST tests divided and all you had to do was cover the shipping of
$9.95, do you think?

What would you ask for?

If it belongs to my target audience, I would do it, because the price is low and
has a

opportunity to receive some value in a non-threatening way, allowing you to see if

he/she likes the

experience. As I did with the dentist.

Now, if you ask me for that book and gain value from it, naturally you will want
more. You will want to ascend in my scale of values (figure 2.3a) and see if there is
other ways I can offer you value.

Fig. 2.3a: My DotComSecrets value ladder includes products and

services

levels, including a continuous continuity program.

You can buy one of my home study courses or attend one of my events in
I live. If you

Receive value from that, then you can decide to enroll in my program.
Ignite the $10,000, or

maybe my Inner Circle program at 25,000 dollars. And if I offer incredible value
there, then

Naturally, you will want to continue rising... and THIS is how we sell our million packages.
dollars. We provide incredible amounts of value at every step of our Value Ladder, for
what our clients naturally want is to ascend, obtain more value, and pay us more money.

Ah, yes, and just like the dentist, no Value Ladder is complete without a good
continuity program. There are many ways to structure your program of
continuity. It could be

organized around software, membership sites or continuing education,

but it must be something that I can bill every month. That residual income
will become the soul of

your business. For my business DotComSecrets, our main continuity program is

our ClickFunnels software, which allows people to create sales funnels with just
click with the mouse. Our clients pay us monthly to use this software to
help them manage their businesses. It saves them a lot of time and money and us
provides residual income. Win-win.

What is your ladder of values?

Now I am aware that each person reading this has a different type of business.
this point,

You are probably trying to figure out how the Value Ladder applies to your
business. I want

to share with you a story that will show you how we were able to create a
Value Ladder
for a business that does not seem to have any type of products or services
ascendants.

I have a chiropractor friend, Dr. Chad Woolner, whom I have known for a long time.
a long time. In

In fact, it was your drive that led me to create this book. Like most of
the chiropractors, ago

makes a living doing adjustments for about fifty dollars each. Publish
ads, patients arrive, they adapt in about ten minutes, they pay fifty
dollars and they leave. Sometimes, if the person

has a more serious condition, Chad can put the client on a plan of
continuity and to ask you

Come several times a week for the next few months. But that's it.

One day my friend and I were talking. I wanted to know what he would do.
different.

in his business if I were him. I thought about it for a few days when something funny happened.
At that moment, I was working with a group of fighters who were
training for the

Olympic Games. Every week a chiropractor would come and adjust everyone.
wrestlers. One week,

the regular doctor couldn't attend. So, instead of waiting a week,

One of the athletes entered YouTube, wrote 'how to make an adjustment'
chiropractor" and saw some

videos until feeling like an expert. Then he entered the other room and quickly
adjusted all team members.

Now, before moving forward, I feel that I should give a disclaimer or a

warning or something like that. Don't get me wrong. The purpose of this story is NOT to say
you should go

Watch YouTube videos and then start practicing medicine! (And there are no emails
electronics that tell me that this is illegal or crazy... okay?) The point is that in a few
thirty minutes, someone without any type of formal training learned to do that by
what we paid the chiropractor. I started laughing, I called my chiropractor friend from
immediate and I told him the story.

Naturally, he wasn't as funny as I was. He launched into a long rant about

What is that?

it was dangerous and why we shouldn't have done it. So I stopped him and said:
Look, I

I wasn't just calling to be an idiot. I want to teach you something.

really powerful. You went to university for years to learn to be
chiropractor, but in thirty minutes a fighter was able to learn EVERYTHING that
you currently do in your clinic.

Silence.

I am curious, while you were going to school, did you learn anything else besides
about the adjustments?

On the defensive, he started to tell me all kinds of things he had.

learned and knew how to do.

I spent years learning about nutrition and natural healing. I can help to stop
la fibromialgia, el síndrome del túnel carpiano y…”

And that's where I stopped him...

Have you ever provided ANY of these services to your clients? Or do you stop
give them value after the fifty dollar adjustments?

Now I want to pause here, because most of the companies I work with,
incluso si piensan que tienen una Escalera de Valor, en realidad solo tienenpartede uno. Casi
I always dedicate my time to working with them to add products and services to the front of
their value ladders, as well as
just like the back.

After that discussion, I sat down with my friend and we outlined his
current value.

Ladder. It looked like this (figure 2.4):

At first, my friend only had a basic service. I helped him develop

others

offers because it had a completely developed value ladder.

Then we analyzed other ways in which he could offer more value to his customers.
We think

where he really wanted to take them. In the end, he created a new program
of well-being,

so I could charge five thousand dollars. The clients who

participants would obtain ten times more value from each visit to their clinic.
That was the end (the highest point) of his ladder.
Then, after we built my friend's backend Value Ladder, still
we had to find an attractive frontend offer for people to cross the
door. A chiropractic adjustment is simply not as sexy. It's not like a massage that.
People like to receive, and it's not like going to a traditional doctor where you think you are going to die and

you need a medication quickly. People usually wait until they feel
an intense pain before going for an adjustment. Chiropractic adjustments simply are not
so exciting. If you have a boring initial offer, your business will always have
difficulties.

We sat down, thought about your business, and decided that it would be good.
offering a massage as the beginning of their value scale. People like it
I love receiving massages and

It is a bait that you could use to attract people to your clinic.

Now there are two full-time massage therapists who give free massages so that people feel
comfortable.

the door. And just as my dentist sells retainers and teeth whiteners, these
therapists are trained to feel when a person's spine or ribs
they are out of place and may need an adjustment. Then they update the client on the adjustments
and then to the wellness programs. (figure 2.5).
Fig 2.5: Once my friend had a fully developed Value Ladder, his business

completely turned over.

It is possible that you are selling a book right now on the frontend and have no idea about
how to build it.

to climb a value ladder of backend. Well, what other value can you contribute to the
people? You can be

More practice with them? Can you offer more personalized attention? Can you
Provide auxiliary services or physical products that enhance your main offering? My
The first informational product was a DVD on how to build a potato gun.
(And that only serves to demonstrate

You can sell anything online!) But I found out how to build a value ladder
also selling DIY plans and physical potato guns to our customers.

The Value Ladder is the key to building marketing funnels and

to dominate

I will teach you everything else in this book. This system does not work if
all of you

Having is one thing: like a book or a fit. You need to be able to build.
a complete

Value ladder. Most of the companies I look at have one or two pieces of the ladder.
but they rarely have all four. Once we add the missing pieces, the business can
start to expand.

dramatically. The level of backend services and experiences that

it can add is infinite.

If you keep offering more and more value, people will spend more and more.
money in

continue working with you.

I remember having paid twenty-five thousand dollars to be part of the program.
Bill Glazer/Dan Kennedy Titanium Mastermind. At that moment, my offer of
the highest backend was five

Thousands of dollars. Someone on that program asked me: 'So, Russell,

What do you sell? Next, to the people who paid five thousand? I told him I didn’t have it.
nothing more to offer and he replied: "Russell, that is a buying cue of
five thousand dollars; you have to sell them something else!

Interestingly, later that night, the group (yes, the SAME group that had already
paid twenty-five thousand to be in the room) he was offered the opportunity to be in the
película.Fenómenocon Dan Kennedy por treinta mil adicionales. ¡Y nueve de dieciocho
People in our group accepted the offer! It was then that I realized that
that the scale of values really has no end. It is one of the reasons why
we create our million dollars.

program. Imagine my surprise and excitement the first time someone

He said yes! A percentage of your audience will always want to pay you the premium.
to obtain more value.

The only limit to your value propositions is your imagination. Keep thinking about
higher and higher service levels and will be able to continue charging more and more
money. There is always something more you can offer.

What if I don't have a value ladder?

Many times, companies find it difficult to figure out how to add more offers to
their value ladders. Normally, the process is very easy for someone who sells
information products because that path of ascension has already been created and tested
in thousands of different

information-based companies. But what if you are selling something else? What
whether you offer physical products, e-commerce, B2B services, or services
professionals where the way

Isn't it that clear? Sometimes a little reflection and creativity is needed.