Introduction

Do you want to know how Russell Bronson makes one million dollars from just a single client? You will learn that and more from this book. You may have looked through other online businesses to figure out how they are successful. You may have copied the same techniques they do.

What you do not know is that there is more to the surface. There are systems and strategies that these companies use from the inside to make things run successfully.  The good news is you will come to discover those secrets.

In this book, you will learn where to find your customers. You will also learn how to communicate with them. How can you make them have a long-term business with you? Before you start, there are important concepts that you need to understand first.

The advantage of DotCom Secrets is that the techniques included here are not subject to change. Other books out there may be useless once Facebook or Google gets updated. But not DotCom Secrets. You can still apply what you will learn a decade from now.

It is possible to grow your online business exponentially. That is what Russell Bronson proves in his own company. These techniques are tried and tested. They are guaranteed to make you and your profit better than ever.

The Secret Formula

The secret formula involves four questions. The first one is who is your dream client? Second is, “Where can you find these dream clients? Third is, “What bait could you use to attract these kind of clients?” And the last one is, “What is the result that you would like to give to them?”
Before you start with any kind of business, you must first know your answers to these questions. It doesn’t matter if your business is offline or online. The answers must be clear in your head so that you could proceed with your business smoothly.

The author Russell Bronson had a serious problem when he started out with his online business. He felt burned out. He was not motivated. The reason behind this is that Russell was not getting the clients he wants.

The primary business of Russell is to teach people how to make money online.  What Russell wanted was to share advanced techniques like conversion secrets and sales funnels. But the clients he gets are only beginners. They would always ask about basic concepts such as domain and web hosting.
Russell woke up one day feeling very unhappy. He was working for a business that he doesn’t want, a business which he built in the first place. That is why he came up with the secret formula. Russell realized that the first thing he must do is to figure out his ideal customers.

He really thought about his dream clients. He imagined what they look like and what their personality is. Russell made it clear that his clients must prioritize personal growth before money. Also, their net worth must be already at five figures annually.

Your clients would be the one you would be working with every day.  It is important that you know them. It will help your business a lot if you have a clear idea of the clients you want, instead of vague images.

After figuring out your dream clients, you must know where to find them. Where would you likely find this kind of people? What are the sites they visit? What blogs are they interested in? What magazines do they read? This is so that you know where to get their attention.

The next step is to come up with the right bait. It could be a book, a video or a podcast, or anything that would get your dream client’s interest. Just like in fishing, you will place the bait where most of your dream clients are. Make sure that the bait will be effective.

Russell Bronson wrote a book as his bait. The title is “DotComSecrets Labs: 108 Proven Split Test Winners”. The advantage of this bait is that beginners have no idea about split tests. And so, the book would only attract the kind of clients that he wants.

Only experts in software would know how split tests works. They would be eager to get a copy of Russell Bronson’s book. Therefore, the solution to Russell’s problem is just finding the right bait.

You already know your clients. You know where they are and what kind of bait would attract them. Now, your goal would be to give them the best results. What is the result that you want them to have?

“A business is not about products and services. A business is about what result you can get for your clients.” If you give clients good results, they would be willing to pay a higher price.

The best result that Russell Bronson could offer is to send his team to the client’s office. Russell’s team will be the one to hire and give training to the company’s sales department. The team will create the systems which will bring consistent sales to the company. More importantly, they will build the client’s own sales funnel.

That is Russell’s best offer. Other clients can read his books or enrol to his courses. But those who can afford will benefit greatly from the Russell’s best service. The client can expect amazing results. However, the price is very costly. Aside from the actual payment, the company must give a percentage of its sales. All in all, the service is worth a million dollars.

What if you have that kind of client? Can you give them the best service you can? What can you do to ensure your client’s success? What do you want your clients to achieve?

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The Value Ladder

The logic behind the value ladder is that the more value you offer to the customers, the more they are willing to pay. Value means the product or service that you can give. In the first step of your ladder, you will give customers a small product for a small price. That will be like a trial or sample.

But because of that small product, the customers will come to know you and what you can do for them. For the second step, you will offer them a bigger product which you can charge for a higher price. The highest step of the value ladder is your ultimate goal. That is the best value for the biggest price.

One day, a man named John went to a dentist. It was his first visit. The dentist asked him at once, “John, are you a smoker?” John answered no. He had never tried to smoke. “Why do you ask?”, he said. The dentist replied that John’s teeth are yellowish. If he doesn’t smoke, maybe he is fond of drinking coffee.

John answered no as well. “Are my teeth that yellowish?” John remembered that his health insurance covers free dental cleaning. He told the dentist to clean his teeth. The dentist confirmed that his teeth are really turning yellow.

“But don’t worry”, the dentist said. “If you want I can make some custom-teeth whitening trays for you. You’ll have to use them for a few weeks, but if you follow the system, your teeth will be white again.”

“Yes, please!” John answered. He does not want to have yellow teeth. The dentist went on with his cleaning job. A little later, the dentist asked, “John, did you have braces when you were a kid?” John said yes. “How can you tell?” he asked the dentist.

“Well, your two bottom teeth are shifting again, and that usually happens to people who had braces.” John was surprised. He didn’t notice. “Are my teeth really shifting?” he asked. “What can you do about that?”

“Well, if you want, I can build a retainer for you, which will help keep your teeth in place.” Of course, John does not want his teeth to shift. He wants them to be healthy. “Yes, please!” he said again.

All that John came for to the dentist is to have his teeth cleaned. But he ended up paying the dentist two thousand dollars. That is for his new retainers and whitening kit. John’s dentist knew all about the value ladder. The dentist kept on offering him more value for a higher price.

The dentist created a bait for John. That bait is the free teeth cleaning service. The dentist already gave John a value by cleaning his teeth. Next, he noticed that John’s teeth need whitening.  John wanted to proceed because the dentist can give him more value.

Then, the dentist went on to offer more to John. That is the retainers for his shifting teeth, which John was willing to pay for also.  The dentist had successfully guided him through the value ladder. He even scheduled John for an appointment 6 months after. That means more profit for the dentist.

Value ladder is a great concept that you can apply to your business. You must learn it before you proceed with advanced strategies like sales funnels. If your customers are willing to pay a high price, you must provide them the best product or service that you can.

If the dentist told at once that he is going to need two thousand dollars, John would have quickly turned away. Use your imagination. Always have something new to offer. There would be customers who will be interested no matter the price. That is because they know that you will give them great value.

Do not run out if ideas. If there are people willing to pay five thousand dollars for your quality product, that means they can spend more for another. So, you must always come up with more great ideas. You must always think about giving your customers more value.

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