“The problem is you can’t spend enough to acquire a customer, and the way to fix that problem is to fix your sales funnel.”

The author of the book DotCom Secrets: The Underground Playbook for Growing Your Company Online, Russell Brunson, once said this.

As I was looking through the wide range of books that will be of great help to me and my endless learning in honing my marketing skills, I have come across the DotCom Secrets by Russell Brunson.

Fortunately, I was taking time off from work so I had enough time to finish the book immediately. Admittedly, I was excited as I always try to seek out new avenues for learning new things especially it is about business and success.

With the author’s goal to keep the book timeless, the marketing strategies mentioned in the book seem to be relevant not only today but for the future as well. The book, being 254 pages long, was quite an easy read. Despite this, it did not disappoint as its pages were filled by secrets to growing a company online – as the title promises.

Brunson strategically divided the book into five (5) sections – (i) Ladders and Funnels; (ii) Your Communication Funnel; (iii) Funnelogy; (iv) Funnels and Scripts; and (v) ClickFunnels.

Section 1: Ladders and Funnels

In this part, the author introduces the concept of the value ladder to its readers.

By definition, a value ladder is a way of looking the way a customer may receive the value of a company’s product and/or services. The customer views the product or service from the bottom of the ladder as commodities – may it be a want or a need. As the value of the product or service increases, so does its price.

Brunson teaches the reader to think of his or her business and discern as to what can be included in the value ladder.

On the other hand, the author also discusses about sales funnels. Through this, it moves people through the sales process. It is an online process in which you creates ways to have your client ascend to a higher level of your business’ value ladder.

Remember, each step higher on the sales ladder also means higher sales for your company.

Section 2: Your Communication Funnel

As the section’s title implies, the communication funnel is all about how  you communicate effectively to your target audience and/ or dream customers.

The author puts emphasis on creating an Attractive Character – an online persona that will magnet people into a solid following and eventually become loyal ones who will constantly seek for your product and/ or service.

Here are the four (4) elements needed by an attractive character: (i) must have a backstory; (ii) must have the ability to speak in parables; (iii) must be able to share the character’s flaw(s); and must be a polarizing figure.

Once an attractive character can be attained, Brunson also gave away the secrets for the two of the most effective email marketing strategies – (i) Soap Opera Sequence and (ii) Daily Seinfeld Sequence.

For the Soap Opera Sequence – as the name implies – creates a gradual build-up on the story of the attractive character which allows subscribers to actually want to open your emails.

On the other hand, for the Daily Seinfeld Sequence – consistency is key. It suggests that you must regularly keep in touch to the subscribers. Receiving daily updates will let potential clients know more about your marketing efforts.

Section 3: Funnelogy

On the third section of DotCom Secrets, the fundamentals and effective strategies behind a successful funnel is discussed. This includes how to create, manage, and effectively use them.

The author believes that there are seven (7) phases of a successful funnel: (i) Traffic Temperature; (ii) Pre-frame Bridge; (iii) Qualify Subscribers; (iv) Qualify Buyers; (v) Identify Hyperactive Buyers; (vi) Age and Ascend the Relationship; and (viii) Change the Selling Environment.

Personally, I was quite surprised by the amount of information that was enumerated in this section. It was bit of a giveaway but I am not complaining. Where else would I be able to learn all these things?

Section 4: Funnels and Scripts

Upon reading the fourth section, it can be considered as the highlight of the book for it is where the author provides an in-depth view of his own sales funnels.

One of the remarkable examples is this set of rules for creating the perfect One Time Offer or OTO. In creating an OTO, here are the seven funnels that he put into use: (i) Two Step – Free Plus Shipping Funnel; (ii) Self Liquidating Offer Funnel; (iii) Continuity Funnel; (iv) The Perfect Webinar Funnel; (v) Invisible Funnel Webinar; (vi) Product Launch Funnel; and (vii) High Ticket, Three Step Application Funnel.

These funnels are what I consider amazing as these are all based on Brunson’s experiences. And just when I thought it couldn’t get any better, the author also provided email scripts. What a great bonus!

Section 5: ClickFunnels

Venturing on more things outside the book, the fifth section provides an advertisement-like part for ClickFunnels. For those who are not familiar with this, it is a software that helps in creating various types of sales funnels for different entities.

To put it simply, it is a website there you can choose templates for your own sales funnel and edit it out to your preference. As the author implies throughout the book, in order to really grow your business, you must be able to create and implement better sales funnels.


My time off was not wasted as I was able to finish DotCom Secrets and was convinced by the author to start creating sales funnels for my own business. It seems pretty overwhelming as I am still starting it. Eventually, I hope that I will be able to master this art and at the same time share it with other people as well.
Overall, I recommend this book to those who wish to nurture their own companies using online strategies.