“Proven Secrets to Do Doub uble le You Yourr
TRAFFIC, CONVERSION & SALES For Any Product or Service Online”
Copyright © SuccessEtc LLC All Rights Reserved
Welcome Welco me To DotComSecrets DotComSecre ts Ignite! Dear Friend,
Congratulations and welcome! The next few days you will begin a journey towards towards creating a business that will not only help you to achieve the financial fi nancial freedom you want want and deserve, but also to change the t he lives of the people you will serve. Over the past decade I have been literally obsessed with how businesses (both online and offline) generate and monetize customers. While learning and applying these methods in my own businesses as well as hundreds of others around the world, I have developed a process that we’ve used countless times to double the traffic, conversions and sales for almost any product or service online. Make sure you take full advantage of all of the tools that you have been given inside of DotComSecrets Ignite. Some of you will leave this experience with the tools you need to change your lives forever, while others will leave and have h ave gained almost nothing. So, what’s the difference? Simply Simp ly what YOU YOU do AFTER you finish the course. Make sure you take advantage of everything we’ve given you, and then go home and take action immediately. I’m truly excited and privileged to have this opportunity to share with you the best of what I have learned. Enjoy this program, but more importantly, USE IT!
Thanks,
Russell Brunson President of SuccessEtc LLC and DotComSecrets.com
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DISCLAIMER:
The information contained in this book is for general guidance on matters of interest only. The application and impact of strategies, theories and laws can vary widely based on the specific facts involved. Given the changing nature of market forces, laws, rules and regulations, and the inherent hazards of communication, there may be delays, omissions or inaccuracies in information contained herein. Accordingly, the information in this book is provided with the understanding that the authors and publishers are not herein engaged in rendering legal, accounting, tax, corporate finance, investment, banking, or other professional advice and/or services. As such, it should not be used as a substitute for consultation with professional accounting, tax, legal, corporate finance, investment, banking, or other competent advisors. Before making any decision or taking any action, you should consult a professional advisor. While we have made every attempt to ensure that the information contained in this book is reliable, SuccessEtc.com LLC is not responsible for any errors or omissions, or for the results obtained from the use of this information. All information in this book is provided with no guarantee of completeness, accuracy, timeliness or of the results obtained from the use of this information, and without warranty of any kind, express or implied, including, but not limited to warranties of performance, merchantability and fitness for a particular purpose. In no event will SuccessEtc.com LLC, its related partnerships, corporations or other entities, or the partners, agents or employees thereof be liable to you or anyone else for any decision made or action taken in reliance on the information in this book or for any consequential, special or similar damages, even if advised of the possibility of such damages. Certain information in this book may have come from other sources (including websites) created and/ or maintained by partnerships, corporations or other entities related to SuccessEtc.com LLC or by third parties unrelated to SuccessEtc.com LLC As such, SuccessEtc.com LLC makes no representations as to the accuracy or any other aspect of this information. COPYRIGHT INFORMATION:
All copyrights belong to their respective owners. The word mark and logo "SuccessEtc.com LLC" are registered trademarks owned by SuccessEtc.com LLC This book and its contents are the copyright of SuccessEtc.com LLC SuccessEtc.com LLC is incorporated in Idaho, United States of America.
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Table Of Contents Section #1 – Ignite •
•
•
•
•
Session #1: Session #2: Session #3: Session #4: Session #5:
The Secret Formula The Attractive Character How To Spend More Than Your Competitors Three Types of Traffic How To Hijack Traffic / Facebook
Section #2 – Funnelology •
•
•
•
Session #6: Session #7: Session #8: Session #9:
7 Phases Of A Lead and 100 Visitor Test The 31 Building Blocks Of A Funnel The 14 Core Funnels Clickfunnels Workshop
Section #3 – Inception •
•
•
Session #10: Inception Secrets Session #11: The Scripts Session #12: Soap Opera and Seinfeld Emails
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Section #1
IGNITE
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SESSION #1:
The Secret Formula How To Make Sure You Get Paid Exactly What You Want
1st) Who Is Your Dream Customer?
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Example: I want to work
with small businesses that make between $1 million and $3 million dollars per year.
2nd) Where Are Your Dream Customers?
Example: They are on
3rd) What Bait Are You Going To Use To Attract Them?
Example: I’m going to
4th) Where Are You Going To Take Them?
Example: I can serve
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Facebook, and email lists of small business owners.
use my book “108 Split Tests” as bait to get them into my funnel.
them the best if they work one on one with me and come to my mastermind 3X per year.
What Is The LEAST Amount Of Work You Need To Do To Reach Your Goals?
1st) What Do You REALLY Want / Need In Life?
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Example: $1.2 Million
Dollar House, $60,000 Car, $3k Per Month To Charity, Food, Travel Fund, Etc…
2nd) What Are The Monthly Payments To Get Those Things?
Example:
3rd) So, how Much Do You REALLY Need Per Month?
Example: $20,000
4A) Membership Site: How Many Members Do You Need To Hit That Goal?
Example:
4B) Backend Sales: How Many Sales Per Month Do You Need To Hit That Goal?
Example:
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House: $8,000 Car: $1,000 Charity: $3,000 Food: $1,000 Travel: $2,000 Etc…
$: 49.95 M: 400
$: 5,000 M: 4
4C) Combinations: What Combination Of Continuity & Backend Do You Need To Hit That Goal?
Example: C:
$: 49.95 M: 200 BE:
$: 5k M: 2
5th) How many “SLO” (Self Liquidating Offer) sales do you need per month to sustain your continuity and backend?
Example: @30% I need
6th) How much traffic do you need to get that many front end SLO sales?
Example: @5% I need
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150 SLO sales per month
3,000 clicks a month (or 100 per day)
SESSION #2:
The Attractive Character
Example: I used to
Backstory
crave candy and was overweight… now I’m skinny…
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Parables
Example: Russell’s
Character Flaws
Example:
potato gun story…
Superman’s kryptonite
Polarity
Example:
Howard Stern…
The Leader
Example:
Donald Trump
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The Adventurer / Crusader
Example:
The Reporter / Evangelist
Example:
Richard Branson
Larry King
The Reluctant Hero
Example:
Frodo Baggins
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Loss and Redemption
Example:
Us VS Them
Example:
The movie: Taken
Mac VS PC
Before And After
Example:
Jared at Subway
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Amazing Discovery
Example: Skinny bean
Secret Telling
Example: A secret
– this new chocolate that helps you lose weight!
Google loophole… secret food helps you lose weight…
3rd Person Testimonial
Example: Check out
what happed to Joe when he tried X…
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SESSION #3:
How To Spend More Than Your Competitors
“People Will Pay More Money, For The Exact Same Content, Packaged In A Different Way.” - Russell Brunson
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How Can You BEST Serve Your Dream Client?
Example: Your High
Ticket Product
How Can You Provide Monthly Value To Your Client?
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Example: Your
Continuity
What Does The Rest Of Your Value Ladder Look Like?
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SESSION #4:
Three Types of Traffic
Question #1) Who Is Your Target Market?
Example: Julie, 42 year
old with 2 kids (find pic on google images)
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Question #2) Where Are They Congregating?
Example: Forums?
Question #3) What is the shiny object (bait) they want?
Example: 108 Split
Email Lists? FB Groups, Fan Pages, etc…
Tests, quick way to lose weight, secret stock tip…
There are 3 types of traffic: Example: Solo Ads,
Traffic You Control
PPC (facebook, google, etc.) Banners, Affiliates, etc…
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Traffic You Don’t Control
Example: SEO, Social
Traffic That You Own
Example: Your list, your
Media, PR, etc…
fans, your followers, your readers, etc…
The Goal of ALL Traffic Is To Convert It From Traffic You Control/Don’t Control -> Into Traffic That You Own
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The FASTEST Way To Get Traffic And Grow Your Company: List Hacking Affiliate / Joint Ventures
Solo Ads
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SESSION #5:
Instant Traffic Hacks / Facebook
Where? (Direct and Indirect)
Example:
Direct => competitors Indirect => what else are they buying?
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Example:
What?
Similarweb. com/website/ competitorwebsite. com WhatRunsWhere.com or AdBeat.com
Model What Works
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Facebook Hacks 1. Find your Facebook Audience: 2. Search for groups that are in your niche 3. Search for Events that are in your niche 4. Search for pages that are in your niche 5. Keep your eyes open for ads that run to your niche Think: Where do your people congregate? Over what topic? Who are some of the leaders in your niche? Big brands? Big gurus? Different but similar ones? Pay attention to who is advertising in your niche, who is earning money?
Notes:
5 steps to Hack Custom Audiences for your offers: 1. Upload any email subscriber list you may have already 2. Capture Facebook IDs of group members, event attendees, and page fans a. Note about pages: Target more precisely by scraping those who are active and engaged on the page (commenting, posting, sharing). 3. Diving into personal profiles for more precision (great for higher ticket offers) 4. Create Lookalike audiences from your BUYER list 5. Broker deals with Group admins, Event admins, and page owners.
Notes:
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5 steps to highjack a large and responsive fan-page audience: 1. As your page, ‘like’ other pages in your niche (2-3 a week) a. Think: niche celebrities, bigger-businesses, brands, other major players in the niche 2. Message page admin. Tell them you like their page and there is a specific post of theirs you want to share on your page with a shout-out and link to their page, etc. 3. After you post, send the admin the link showing them. 4. Tell them that you would be honored if they connected with your page as well by having their page “like” your page (if they haven’t already) and even repost something if they find an interesting post, etc. 5. Follow likealyzer.com page critique to ensure that you maximizing your page effectiveness.
Notes:
Resources http://findmyfacebookid.com http://socialleadfreak.com http://likealyzer.com
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Section #2
FUNNELOLOGY
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SESSION #6:
7 Phases Of A Lead and 100 Visitor Test
Step #1 – Traffic Temperature
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Step #2 – Your Pre-Frame Bridge
Step #3 – Qualify Subscribers
Step #4 – Qualify Buyers
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Step #5 – Identify Buyers In Heat
Step #6 – Age and Ascend The Relationship
Step #7 – Change The Environment
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The 100 Visitor Test
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SESSION #7:
The 31 Building Blocks Of A Funnel
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Pre-Frame Bridge
Qualify Subscribers
Qualify Buyers
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Identify Buyers In Heat
Age and Ascend The Relationship
Change The Environment
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SESSION #8:
The 9 Core Funnels
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SESSION #9:
Clickfunnels Workshop Step #1 – Pick Your Funnel Type:
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Step #2 – Pick Your Funnel:
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Step #3 – Pick Your Pages:
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Step #4 – View Your Funnel:
Step #5 – Edit Your Pages:
______________________________ ______________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ________________________ Step #6 – Setup Your Integrations: ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ________________________
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Step #5 – Edit Your Pages:
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Step #6 – Setup Your Integrations:
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Section #3
INCEPTION
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SESSION #10:
Inception Secrets
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Most Aware -> Product Aware -> Solution Aware -> Problem Aware => Unaware
Primary Question
Example: “What’s
wrong with me?” “How can I make this better?”
Magic Bullet (The ONE Thing)
Example: Double your
reading, get a girl this weekend, etc…
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Copy Speed
Example: If it hasn't hit
Trial Closes
Example: Does that
you yet... it will soon. Right now, I average $1 per month for each person on my email list! Does that make sense...?
make sense? Are you getting this? Isn’t that cool?
Desire Amplifiers
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SESSION #11:
The Scripts
Enquirer Interrupt:
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Your Pattern Interrupt Headline:
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Who, What, Why, How:
Who Are You? Who Are You?
Example: Hi, My name
is Russell Brunson…
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What Do You Have?
Example: I’ve got a
Why Do They Need It?
Example: If you’ve
free DVD that is going to show you _______.
been struggling with _____ then you need this DVD because it’s going to _____.
How Can They Get It?
Example: Just fill in the
form on the side, let me know your shipping address, and I’ll ship it right away…
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Catch
Example: There is no
Urgency
Example: I only have
catch.. I’m doing this because…
a very limited # of copies…
Guarantee
Example: If you don’t
love it, I’ll give you your $ back and you can keep it anyway.
Re-Cap
Example: In the P.S. –
“for those who skim, here is the offer: …
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Star, Story, Solution:
Pattern Interrupt
Example: It happened
again, didn't it? to you... or someone you love. I know your story… Everyone’s situation is different, but the results are usually the same… Let me know if this sounds familiar.
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Example: I've got a
Core Desire Questions
quick question for you... Have you ever wanted to work from home...? Own your own business...? Come on... you know you want that lifestyle... the one that everyone talks about... where you can "work from home in your underwear..." or on a "beach with your laptop..."
Agitate Past Failures
Example: So... why
hasn't it happened for you yet? Come on... admit it. This isn't the first time you've been looking for a proven way to make money... is it? When it is your turn?
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Big Promise (The ONE Big Thing)
Example: You’re going
Intro The Attractive Character
Example: Hey, my
to discover “insert huge promise here”
name is Russell, and a few years ago, I was just like you…
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Example:
High Drama
You’re fired… The seat broke as I sat down… She slapped me in the face…
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Backstory & Wall
Example: This is where
Identify The Problem
Example: The problem
Epiphany or Declaration of Independence
Example: …and that’s
it all started… -> the one day I got stuck… my problem.
I had was _______.
when I had my big “ah ha…” …and that’s when I decided I HAD to make a change.
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Your Path To Find The Ultimate Solution
Example: So this is
First Signs Of Success
Example: This is when
what I tried first…
something FINALLY started to work…
Conspiracy
Example: And that’s
when I realized why I hadn’t been successful before.
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Big Lie! It’s Not Your Fault…
Example: I discovered
Common Enemy (Blame This)
Example: The real
Rapid Growth
Example: And when
the “big lie” and realized it wasn’t my fault I hadn’t succeeded before… and it’s not your fault either.
problem is XXXXXX . They are the ones who are keeping you fat, poor, etc…
I realized this, that’s when we started growing FAST! Here’s what happened next…
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Example: But it wasn’t
Case Studies
just me… look what it did for others…
Hidden Benefits
Example: And what I
didn’t realize when I got started, is not only did it ____, it also _____.
Formal Introduction
Example: And that’s
why I created..... ____.
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Pain + Cost
Example: It was super
Ease
Example: But it makes
hard to create, cost us $X…
my life so much easier…
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Speed
Example: what used to
“So” Benefits
Example: “Benefit, SO
take X time now I can get done in X time…
you can _____”
Social Proof
Example: Here’s what
others have said about it…
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Make Offer
Example: This is what
Build Value
Example: Plus you’ll
Fake Price
Example: The total
I’m selling…
get this… and this…
value of all of this is $$$$$$$.
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“If All’s” => Pleasure & Pain (Emotional Close)
Example: If all this did
was help you to (move away from pain)… would it be worth it? If all this did was help you to (move towards pleasure)… would it be worth it?
Reveal Price
Example: I’m not going
to charge you X… I’m only going to charge you X.
Guarantee (Logic)
Example: I’m going to
put the risk on me and give you my crazy XXX guarantee…
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Inject Scarcity (Fear Close)
Example: But you have
Future Pacing
Example: Just imagine
to act now, because ...
what life will be like when _____.
CTA
Example: So click on
the button below right now….
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Post Selling
Example: For those
Take Away Selling / Warning
Example: This is for
who are already signing up, this is what is going to be happening next…
YOU, not me. I’ll be successful no matter if you buy this or not, but will YOU reach your goals? Warning, this ends soon…
Close With Reminder
Example: Remember,
(recap offer)…
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OTO Bump:
Confirm Initial Decision
Example: Congrats on
ordering X…
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3X 2X
Example: 3X your
Smart => Why
Example: You’ve made
results, 2X as fast…
a smart choice, and here’s why… You ordered this because you wanted ____...
Question: 3X 2X
Example: But, how
would you like to get 3X the results in X days…?
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Exclusive
Example: This offer is
Results, Fast, Speed
Example: This will
NOT for everyone, it’s only for people who bought (initial offer)
complement your first order, and help you to get more results, faster, easier..
The 1 Thing
Example: We do it by
doing this ONE thing… it’s called (cool name) – then sell that thing HARD…
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Future Casting
Example: Just imagine
CTA
Example: So click on
what your life will be like when you have this ONE thing….
the button below right now to add this to your order.
Example: I guarantee
Guarantee
this will be awesome.
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Value Stacking
Example: If you act
Scarcity
Example: But this offer
now, I’ll also add in _____ and ____...
is only available right here, right now – when you leave this page it’s gone forever…
2nd CTA
Example: So click on
the button now…
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Example: But don’t just
Testimonial Rush
take my word for it, here’s what others are saying…
Perfect Webinar:
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Intro:
The One Thing:
Example:
“How To To Instantly In stantly Add “High Ticket Sales” To Your Sales Funnel WithOUT You Personally Personal ly Talking Talking To Anyone On The Phone… Ever!” “How To ___ Without ____!
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The 3 Secrets: Secret Reveal
Example:
Secret #1 – I Can Make More In One Day Selling High Ticket Products Then I Can In A MONTH Selling Normal Products… Secret #2 – I Don’t Personally Have To Sell Anything! (Big Plus Because I Hate Phones) Secret #3 – I Only Need A LITTLE Traffic To Make This Work! (About 100 Clicks Per Day)
Reframe
Example: •
•
•
•
Universals (never) History Social Reflect
You must delink their internal beliefs…
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The Closes: One Hour, One Day?
Example: Transition
#1) We can’t cover everything in an hour… let alone a day… you need more. I’m excited to make an offer for you where you can get it all!
Let Me Ask You A Question
Example: Transition
#2) Let me ask you a question… would you like my help implementing this?
The Stack
Example: This is the
core flow to your close.
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Example: If all this did
If / All's
was help you to (move away from pain)… would it be worth it? If all this did was help you to (move towards pleasure)… would it be worth it?
Money Is Good
Example: Money is a
tool for exchange… you spend money to get something greater in return…
Disposable Income
Example: Shifting your
disposable income from liabilities to assets… spend it on something that will bring you long term fulfillment.
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Money Replenishes
Example: Each month
Break Old Habits
Example: If we leave
Information Alone?
Example: You can’t rely
money comes back, time does not…
now, you’ll slip back to your old habits… if you want change, you need repeated exposure – the full system.
on information alone… you need coaching, accountability, etc…
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Money or Excuses?
Example: You’re
Your 2 Choices
Example: My choice –
Their 2 Choices
Example: 1st – settle
either good at making money, or making excuses, but you can’t do both.
go cheap and sell as many as possible… or more expensive so we could devote more resources to you.
with what you have now and keep getting what you’re getting now. 2nd – make a small investment, give it a shot – if it works, awesome. If not, then get your $ back.
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Us VS Them
Example: The brave
The Hand Hold
Example: Let me show
buyer vs the scared dabbler…
you how to sign up right now.. first…
Example: After you
Say Goodbye
have these in your hands, you can say goodbye to _____. And when you have ___, then you can say goodbye to _____.
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Now & Later
Example: This is your
Only Excuses
Example: Explain their
Reluctant Hero
Example: I’m nothing
life now (paint picture of pain) and this is what it could be…
excuse for not signing up, then diffuse it… use the 2-3 most common excuses.
special, yet look at what I was able to do…
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If You Only Got
Example: If I stopped
Close Close
Example: Your last
right here, and you only got just this, it would still be worth it, but you are also getting ___ and ___.
CTA.
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The Two Step:
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Set Script Intro
Example:
Questions
Example: Ask
Hey, this is ___ from ___’s office. Wanted to find out why you applied in the first place…
questions based on answers… why is that? How do you mean? Anything else…, etc…
Blast
Example: Maybe I can
help you…
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Posture
Example: This is why
Probe
Example: Finding out
Finding Credit
Example: Find out if
this is exclusive…
more personal info about them…
they can afford your high ticket product.
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Goals
Example: Now we
Commitments
Example: Intro the 4
know where you are, let’s talk about where you want to be.
commitments. Time, Teachable, Investment, Decision Maker.
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Close Script Time
Example: Time
commitment
Decision Making
Example: Decision
commitment
Resources
Example: Investment
commitment
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Knowledge
Example: Teachability
What’s Included
Example: What you’re
Close
Example: Finalizing the
getting when you sign up today.
sale
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SESSION #12:
Soap Opera and Seinfeld Emails
Day #1 – Sets The Stage
Example: Welcome to
my list, each day you’ll be getting… this is why you should read, etc… (Introduce attractive character)
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Day #2 – High Drama -> Backstory -> Wall
Example: Tell story,
Day #3 – Epiphany -> The ONE Thing
Example: Explain the
and how that story brought you to a wall… and tomorrow you’ll reveal how you broke through that wall! (build bond w/ attractive character)
big epiphany, and how it ties into the ONE thing you created for them…
Day #4 – Hidden Benefits
Example: Here are
other hidden benefits you probably didn’t realize that the product has..
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Example: Give them
Day #5 – Urgency C.T.A.
scarcity about why they need to sign up now.
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Episode Style
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Epiphany Style
Educational Style
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