Russell Brunson is a genius and I don’t need to tell you this because this guy has proven it time and again through his articles, videos, blogs, and his amazing presence in events such as the 10x Growth Con 

Ok! Enough with the fluff. You’re probably here on this article because you are interested in reading the highly acclaimed Amazon Best Seller – DotComSecrets (The Underground Playbook for Growing Your Company Online)

Well, I have done all the hard work for you and have not just read the entire book line by line, but also written down all the important concepts, terminologies, examples, case studies, and stories that makes the book an excellent read.

If you’re always confused about how to market your business online and have “WASTED” hundereds of dollars online for no sales in return, this book is going to tell you everything wrong that you have been doing and why your business needs funnels to supercharge your business and make some real $$$

So let’s begin. 

You can easily navigate to the important sections using the section jumps given below. Happy reading!! 🙂

Download DotCom EBook Notes Below


Secret 1 – The Secret Formula

Before you jump in officially being a hardcore business person ready to sell products you need to make sure that you are able to answer 4 simple questions

If you’re just getting started this may not seem important but in the long run you wouldn’t want to wake up from sleep wishing that people fire you.

So you need to be absolutely clear with who you want to work with so you are able to stay in the game.

Russell’s product was designed to cater to almost all kinds of business and he had been earning thousands of dollars teaching these businesses, but many of them neither had the time or the money to invest in Rusell’s products and he wanted himself to be fired from his business.

So Russell actually went out and started figuring out his dream clients. He asked the following questions before he could get started

  1. Who are my dream clients?
  2. What do they look like? What are they passionate about?
  3. What are their dreams, desires, and goals?

Then we went to Google and visualized working with his dream clients and took printouts of people who resembled characters in his imagination and stuck those images on his wall.

Question #2 Where can you find them?

The next question is where can you find this ideal man or woman?

  1. Where do they hang out online?
  2. What groups are they part of?
  3. Are they reading certain publications?
  4. What other interests do they have?

Do they like sports or do they like art? Then write down a few places where you think they would be hanging out.

Question #3​ What bait will you use to attract them?

Once you know where your dream customers are, you need to think of bait that you can offer them to attract them. It should be anything that your dream customers respond to or attracts to. For Russell, it was an e-book that was flooded with value and something that his customers were more than willing to listen.

Question #4 What results do you want to give them?

Once you have hooked your customers with the perfect bait, the last question is what RESULT do you want to give them? A BUSINESS IS NOT ABOUT THE PRODUCTS AND SERVICES. A Business is about what results the clients can get from you.

Once they (clients) and you understand the concept, the PRICE is no longer a barrier.

Secret 2 – The Value Ladder

The Value Ladder as described in the DotComSecrets by Russell Brunson (2020)

One of the first things that you need to keep in mind when you’re going around building your business is that you need to have a value ladder in place.

A value ladder in the most simple terms is a series of products/services that the customers buy from you in order to reach to the top of your offerings i.e the highest selling products.

Many people miss this, in fact, a lot of times when people have to sell a product or service they simply ignore this concept and start pushing people to ads and redirect them straight to their website without building any sort of relationship whatsoever.

Take the example of a dentist’s value ladder that is given down below –

Value Ladder of a Dentist
Value Ladder of a Dentist

What if I were to walk up to you on the street and say “ Hey! Give me a million dollars, and I’ll help you to grow your company

You’d either laugh on my face or run away.

It doesn’t make sense, we are all humans at the end of the day.

What does your Value Ladder look like?

A lot of companies think that because they only offer 1 product or service, they do not have anything to offer apart from what they currently do.

The Value ladder is the key to building your marketing funnels or mastering everything else.

The funnel system does not work if all you have is one thing – like a book or an

The only limits to your value offerings are your imagination. Keep thinking of higher levels of service, and you can keep charging more money.

What if you don’t have a Value Ladder?

Often times, companies have a front end product but nothing more to sell on the

This is not a traffic or a conversion problem. This is a funnel problem and you need to address it by charting out an effective value ladder.

Unless you have a complete value ladder, it is impossible to build out an effective sales funnel.

Download DotCom EBook Notes Below

Secret 2 – The Value Ladder

Value ladder v/s Value Funnel

In a perfect world, I would immediately be able to talk to my client into purchasing my best and the most expensive service.

But since you and I both know that it cannot be possible, we would create a funnel that will help us do two things :

  1. Provide value to each customer at the unique level of service that he or she can afford.
  2. Make money and be profitable while identifying our dream clients who can afford our highest offer. The best to show this is to actually draw a funnel.
What is a Marketing Funnel? - DotCom Secrets
What is a Marketing Funnel? – DotComSecrets

Above the funnel is a cloud that represents all of my potential customers. At the top of my funnel is the bait that will attract my dream customers.

As I start promoting their offers featuring my bait, a few of those customers will
purchase my front end offer

Then we will move on to the next steps of the funnel and the products and services that I offer will be more suited to the people who can actually afford it.

The value increases as I go up the ladder and so do the number of people that take my offer.

But this only gets me towards my dream clients who are serious enough to purchase from me and make use of the value that I provide to them.

These are my dream clients, the ones I want to work with at a more intimate level.

Download DotCom EBook Notes Below

Secret 4 – How to find your Dream Customers?

Finding your dream customers essentially depends on answering these 3 important
questions down below:

Question 1 – Where is Your Target Market?

Online media has changed the way companies reach their customers.

You no longer have to list certain demographics and program different ways to reach
out to your customers through a traditional media plan (i.e strategically placing your ad on certain magazines, newspapers, tv, and radio)

The Internet has allowed us to reach people not only on demographics but also on
things that you’d never imagine such as musical taste, medical background, and shoe size.

All things are now made possible with the power of the internet.

Because marketers are now able to target so many characteristics effectively, people
have lost all patience for generalized and mass media messages.

Consumers expect and demand that your advertising be extremely relevant to them.

Consumers want and expect messaging that speaks directly to them, or they will ignore you

To create hyper-targeted messages you need to your target market inside and out.

When you can find those tiny details, you can search more specifically and find buyers in not-so-obvious places.

Question 2 – Where is your Target Market Congregating?

Remember your target market is made up of real people, so you need to look at their
real behaviour.

  1. Where do they hang out online?
  2. Where do they spend their time?
  3. What email newsletters might they subscribe to?
  4. What blogs do they read?
  5. What Facebook groups are they a part of?
  6. Are they even on Facebook—or do they prefer Instagram?
  7. What keywords are they searching for on Google?
  8. What books are they buying on Amazon?

Answering these questions can take some time and research, but it’s worth taking as
much time as you need to develop a clear picture of where your ideal clients are
directing their attention.

Do some digging—all the while asking the crucial questions:

  • Who is my target market?
  • Where are these people congregating?

There are people you can hire to help, and there are systems you can set up to tap into those congregations, BUT first, you have to get into the mindset of the target market and figure out where they congregate.

Question 3 – How can you get a customer to leave your congregation and check out your page?

People are restless online and marketers have just more than a couple of seconds to make a lasting impression.

As you start to think about what type of ads should you be placing—what they should say, what types of images they should use.

Remember that just because you’ve identified who your dream prospects are and where they are, your job isn’t done.

You still need to grab their attention and get them to click over to your website. You do that through these interrupt-style ads.

Your Role as an Entrepreneur

As the entrepreneur for my companies, one of my primary jobs is to identify where the veins of gold are located.

This task is not for the person buying the ads, optimizing the ads, or picking up the

Your job as the entrepreneur is to understand the strategy behind these DotComSecrets and then hire the Facebook guy to run Facebook ads and the Google guy to run Google ads.

Download DotCom EBook Notes Below

Secret 5 – The Three Types of Traffic

A crucial DotComSecret you must understand to experience exponential growth is that there are only three types of traffic:

Three types of traffic - DotComSecrets
Three Types of Traffic – DotComSecrets

Once you understand how each type of traffic works and how they tie together, you will have the ability to direct the right traffic to the right offers and convert the highest number possible into buyers

Your one and ONLY goal are to OWN all the traffic you can.

That is how you grow your list and increase your sales.

  1. Traffic You Own – This is the best kind of traffic and usually this traffic comprises of people who are a part of your e-mail list.

    We call this the traffic that we “own” because we can send out an email, post a message to my followers, or make a blog post, and we will generate instant traffic.

    This kind of traffic is our own distribution channel and we can send out a message anytime we want and generate traffic with no new marketing costs.
  2. Traffic You Control – You control traffic when you have the ability to tell it where to go.

    Any kind of paid traffic you control includes the following:

    ● Email Ads (Solo Ads, Banners, Links, Mentions)
    ● Pay per click Ads (Facebook, Google, Yahoo, etc)
    ● Banner Ads
    ● Native Ads
    ● Affiliates and JV (Joint Ventures)

    Paid traffic is great from the point of view that we can control it but we have to spend more money so it is essential that we direct them to become our own traffic through something that we call as a Squeeze Page.
  3. Traffic You DON’t Control – This last type of traffic just shows up, and we don’t have any control where it came from or where it goes.

    For example: if someone mentions about you somewhere, you don’t know or have any control over that traffic.

    The traffic can come from any kind of source such as –
  • Social Media
  • Search Traffic (SEO)
  • Guest Blog Traffic
  • YouTube
  • Guest Interviews

Now, just like traffic that I control, our ONLY goal with traffic that I don’t
control is also to turn it into traffic that I own.

To do this, your website needs to find ways to make sure that people sign up with their emails and become a part of your list.

SECTION 2 – Your Communication Funnel

Secret 6 – The Attractive Character

The Attractive Character - DotCom Secrets
The Attractive Character – DotCom Secrets

As you begin to start building your email lists, many people will often have trouble with potential customers signing up but not opening your emails.

In Russell’s experience, the missing link is often the Attractive Character.

An attractive character in terms of online marketing is essentially a persona that attracts clients or customers and helps build your business following to eventually, make sales.

An Attractive Character allows you to build a platform anywhere you want, whether on email, Facebook, or YouTube.

It doesn’t matter where you show up; your AC will draw people to you.

Once you intentionally create your AC, your business will change forever.

An attractive character usually touches upon “personal” traits and strikes the right
emotional chord.

The more personal you can get with your audience, the more trust you will ultimately get because you have been sinking down deep into their lives that could be anything – from their goals and desires to the problems that they are facing now.

This concept can mean the difference between making one thousand dollars a month and making one hundred thousand a month.

How attractive are you? How interesting are you?

Download DotCom EBook Notes Below

The Three Components to Create an Attractive Character:

There are essentially three key components to create an attractive character

  1. Elements
  2. Identity
  3. Storylines

You need each of these components to round out a character people like and follow.

The 4 components of an attractive character


Every good Attractive Character has to have a backstory. It is essential if you want results.

You share your backstory because you want people to see where you came from.

If they can relate to where you came from, then they will want to follow you to where you are now.

If they don’t see the backstory, potential customers won’t follow you or listen to you.

However, if they see that you were once in a similar situation, then they instantly identify with you and will follow you.

Your story has provided a hook.

The key is that the story has to relate to the product you’re selling somehow.

Now, if you don’t have a backstory that relates to your product, that’s okay. You can find someone else’s backstory and use that instead.

Attractive Character Speaks in Parables

Parables are little stories, easy to remember, that illustrate a relevant point.

A parable is a story about something that happened in your Attractive Character’s life.

Most people let life pass them by, and they don’t stop to take note of the interesting things that happen to them.

But you’re different.

Attractive Characters share their flaws

This next element is something that a lot of people really struggle with sharing, but it’s one of the most important ones to share because it makes you real and relatable.

You need to understand that every believable, three-dimensional Attractive Character has flaws.

No one wants to hear about the perfect person—because you can’t relate. Conversely, as soon as the audience knows you’re not perfect, that you have character flaws, then they will start to empathize with you. They’ll like you more because you are like them: not perfect.

Conversely, as soon as the audience knows you’re not perfect, that you have character flaws, then they will start to empathize with you. They’ll like you more because you are like them: not perfect.

Attractive Characters harness the power of polarity

Another challenge people face when communicating with an audience is trying not to offend anyone.

While that sounds like the logical thing to do— appeasing everyone— the problem is that being neutral is boring.

Instead, Attractive Characters are typically very polarizing.

They take a stand for what they believe in.

As you start to create that polarization, it will change your “fair-weather fans” into diehard fans who will follow what you say, share your message, and buy from you over and over again.

To read all examples of Parables and Email Swipes from Russell’s Book, please download my e-book notes below

Download DotCom EBook Notes Below

The Identity of An Attractive Character

  1. The Leader – The identity of the leader is usually assumed by people whose goal is to lead their audiences from one place to another.

    Most leaders have a similar backstory to that of their audiences and, therefore, know the hurdles and pitfalls the audience members will likely face on the journey to get ultimate results.
  2. The Adventurer or Crusader – The adventurer is usually someone who is very curious, but he doesn’t always have all of the answers. So he sets out on a journey to discover the ultimate truth. He brings back treasures from his journey and shares them with his audience.
  3. The Reporter or Evangelist – This identity is often one that people use when they have not yet blazed a trail to share with an audience, but have a desire to. Typically, people who use this identity interview dozens, hundreds, or even thousands of people and share those interviews, and all they’ve learned along the way, with their audience.
  4. The Reluctant Hero – This is the humble hero who doesn’t really want the spotlight or any fuss made over his discoveries. But he knows the information or the secrets he has are so important that he must overcome his shyness and share them with the world. Determine which type is a good fit and build out your Attractive Character using the traits for that identity.

The Attractive Character Storylines

Stories are a great way to communicate with your audience.
There are six basic storylines that businesses use over and over again in emails, sales
letters, landing pages, and other communications.

  1. Loss and Redemption – “I had everything. I was on top of the world. Life was great. Then happened. I had to figure my way out of_____. But it turned out to be a blessing in disguise because I went through _ _ _ _ _ _, and I learned/received _ _ _ _ _ __. Now I _ _ _ _ _ _ .”

    Loss and redemption stories are very powerful because they show the upside of going through hardship or meeting challenges.
  2. Us vs Them – You want to use us vs. them stories to polarize your audience. I often call out the “talkers vs. the do-ers” on my list. I want people to make a choice about who they are, because if they’re with me, then they will be do-ers, continuing to ascend with me.

    Before and After“First I was __. Now I’m _.”

    These are stories of transformation, and they work great in any market.

Secret 7 – The Soap Opera Sequence

Soap Opera Sequence - DotCom Secrets (Russell Brunson)
Soap Opera Sequence – DotCom Secrets (Russell Brunson)

When somebody joins your list for the first time, it’s essential that you quickly build a
the bond between them and the Attractive Character.

For years I tried dozens of ways to build a quick relationship with people after they
joined my list, but I always struggled until I learned a concept called the Soap Opera

Soap Operas are really high drama open-ended stories that hook the viewers deep
in and keep them coming back every single day to find out what’s next.

The programs are continuous narratives that never conclude.

We’re going to use the same story structure and elements to create your opening email sequence.

The goal is to create an instant bond between your Attractive Character and the person reading the email.

To access all email swipes and templates by Russell Brunson. Please use the link below to download the copy of our notes.

Download DotCom EBook Notes Below

Secret 8 – Daily Seanfield Sequence

When your subscribers have interacted with you once, you need to engage with them
on a regular basis so you can also stay on the top of the mind.

Seanfield is particularly 100% content to → 90% entertainment and just 10% content and your readership opens, clicks and sales all skyrocketed with change

You want your attractive character to be entertaining

The secret to keeping your subscribers happy to hear from you every day is by using the Seinfeld format

You can use the following themes if you’d like –
  1. What’s going on in your Attractive Character’s life?
  2. What happened that’s embarrassing?
  3. How are you getting through the holiday season?
  4. Where are you planning your vacation this year?
  5. What did you buy recently that you regret?
  6. What did you buy recently that you just adore?
  7. What made you scream with rage yesterday, that you’re laughing about today?
  8. What crazy antics did your kid or your dog get into yesterday?
  9. What funny thing happened in your past that teaches a lesson?

These are emails about nothing. Just random episodes and entertaining stories.
EXCEPT . . . they have a purpose

The goal is to lead people back to whatever you’re selling.

Download DotCom EBook Notes Below

SECTION 3 – Funnelogy Leading to Your Customers

Secret 8 – Daily Seanfield Sequence

Existing Traffic Streams –

Before you start building any new sales funnel, the first thing you want to do is to
find other people who already have a successful funnel and are selling to your target market.

There are plenty of gurus out there telling you how to generate traffic and new tricks pop up every day.

For Russell, it is to focus on one real strategy.

The first step to reverse engineering existing traffic streams is ​understanding the five elements that go into any successful online ad campaign.

  • Demographics
  • Offer
  • Landing page
  • Traffic source
  • Ad copy

Demographics – The demographics are the characteristics of the people you are targeting

We’re talking about distinguishing factors, like ​age, sex, education, geographical location, income level, race, language, and political affiliations​—any and all characteristics you can think of that define those people you want to reach with your message.

If I put the right offer in front of the wrong demographic, ​it’s going to bomb.

By digging deeper and researching our competitors, you will open a whole new world of opportunities

When you know the demographics, you know who your target market is and where they are likely to be hangout out online.

Once you have that information, it becomes very easy to scale your offer and build the business quickly.

Offer​ ​- The offer comes down to what you are selling and at what price point you are selling it, including your upsells and downsells.

When you’re researching competitors, you should go in and purchase everything they offer you.

This is critical competitive research.

You should want to know exactly what they’re selling, how they’re selling it, and at what point they’re offering each product in their funnel.

What’s the copy on the sales videos? What emails are you getting? How many?

Are they selling in every email or offering content in some?​ ​The more you know, the better chance of success you will have.

You should remember this quote by Tony Robbins –

“If you want to be successful in any part of your life, you needed to find someone else who is already doing what you want to do and model your efforts after theirs.”

Nowhere is that idea truer than when you’re building a new sales funnel. ​You need to model what is working.

Do NOT try to reinvent the wheel.

Traffic Source

Where is your competitor’s traffic coming from? What are the specific websites that competitor buys ads on? Is the traffic

Do not think​ that you need to “​create​” traffic.

The traffic is already out there.
All you have to do is find it, tap into it, and redirect it back to your offer.

Traffic Source

Where is your competitor’s traffic coming from? What are the specific websites that competitor buys ads on? Is the traffic

Do not think​ that you need to “​create​” traffic.
The traffic is already out there.
All you have to do is find it, tap into it, and redirect it back to your offer.

Liked the Notes? Download the full version below and get access to –

  • 7 Phases of a Funnel
  • How to Pre-Frame Your Presentation for Higher Sales
  • Squeeze Pages
  • Click Pops
  • Identifying Hyperactive Buyers
  • FrontEnd v/s Backend Funnels
  • Funnel Framework
Download DotCom EBook Notes Below

Hope you enjoyed these notes! Let us know in the comments below 🙂


  1. Long time supporter, and thought I’d drop a comment.

    Your wordpress site is very sleek – hope you don’t mind me asking what theme you’re using?
    (and don’t mind if I steal it? :P)

    I just launched my site –also built in wordpress like yours– but the theme slows (!) the site down quite a bit.

    In case you have a minute, you can find it by
    searching for “royal cbd” on Google (would appreciate any feedback) – it’s
    still in the works.

    Keep up the good work– and hope you all take care of yourself during the coronavirus scare!

  2. Hello! I know this is kind of off-topic but I
    had to ask. Does running a well-established
    blog like yours take a massive amount work? I am completely new
    to blogging however I do write in my journal daily.
    I’d like to start a blog so I can easily share
    my personal experience and views online. Please
    let me know if you have any kind of ideas or tips for new aspiring blog owners.


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