[In-Depth] Dotcom Secrets Review (2nd edition) by Russell Brunson

dotcom secrets book 1
Our Verdict
Dotcom Secrets is a great book for an internet marketer to learn everything about the sales funnel framework. This is classic marketing psychology that takes your dream clients to go through from visitors to leads and loyal customers.



Are you looking for an in-depth Dotcom Secrets review? You want to know if the book can give you marketing strategies that actually work or just a gimmick.

The marketing world is full of traps and scams.

I know many “Marketing Gurus” make money by teaching people how to make money. So this is the reason why read this review to help you understand everything before making a decision. Including:

  • Precisely what you will learn inside the Dotcom Secrets book
  • Most people say that books can change your entire business magically, so why do they give you for FREE?
  • Reveal everything behind Dotcom Secrets funnel

Now let get started!

Why is my Dotcom Secrets book review different than others?

Two reasons make my review different than others:

1. You are reading reviews from a real customer.

Dotcom Secrets review billing proof

With the rise of blogging and reviews, it’s not surprising that more people use their blogs as a platform for product reviews. But they never used them before! So what these bloggers are doing is convincing you to buy something in exchange for money from affiliate marketing sites.

I’m sure you’ve noticed this too.

We won’t judge if it is or isn’t the right thing to do, but I bet a lot of people will want to read reviews from those with real-life experiences before making their decision as well!

2. Most of the Dotcom Secrets review posts you have read are outdated

Did you know that Dotcom Secrets author started somewhere around 58K words with his first edition, then DELETED about 30K (that’s half the book!), finished at around 94K words, and re-published it in 2020.

It’s practically like writing a whole NEW book.

Read Dotcom Secrets review from me means you’ll get up-to-date information.

I hope you like it!

What Is Dotcom Secrets Book?

Dotcom Secrets book Russell Brunson

Dotcom Secrets: The underground playbook for growing your company online with sales funnels is the first book in the Secrets Trilogy. It was written by Russell Brunson and published in 2015 (first edition). The goal of this book was to teach internet marketers how to use sales funnels to scale online businesses.

The author spent over a decade of his life geeking out, creating, launching, and dreaming in funnels. Also, research and experiences, trials, and errors to write this book.

Over the last five or six years, DotCom Secrets has become known as the bible of online marketing. This is the same strategy that his company – Clickfunnel, used to generate from ZERO to a hundred million dollars company.

The best part is that the book is straightforward to read, even with up to 393 pages (254 pages in the old version). The book uses simple words and many doodles to illustrate each concept, so you don’t need to graduate from marketing school or have the experience to understand it.

Dotcom Secrets Review: Take a look inside the book

Inside this book, you’re going to learn all sorts of topics that are essential for you growing your business online. Things like:

  • The value ladder
  • Hook, Story, Offer
  • The seven phases of a funnel
  • How to create follow-up funnels
  • Funnel stacking
  • Funnel audibles
  • and a whole bunch more.

It is the foundational cornerstones of how to be successful using sales funnels to your own business. Dotcom Secrets is broken up into four sections.

Section 1: Sales Funnel Secrets

Dotcom Secrets is a practical book is full of helpful and actionable insights. The first chapter deals with the right mindset, foundations not only for the sales funnel but online marketing.

Secret #1: The Secret Formula

Dotcom Secrets review: the secrets formula
Dotcom Secrets: The Secrets formula

Don’t let the word “secret” confuse you. This is a very basic but extremely important knowledge in marketing that will help companies identify their target market and find out what they’re looking for online.

But instead of dealing with confusing terminology, Russell Brunson made it simpler by walk you through his framework called “The Secrets Formula” which consists of 4 crucial questions:

  • Who is your dream customer?
  • Where are they congregating?
  • What is the bait that you can use to attract them to you?
  • What is the unique result that you can create for them?

Those four questions are not only the framework for section one but it fits for everything you’ll learn inside the book.

Secret #2: Hook, Story, Offer

Not only for selling online but if you want to build a successful business, you should understand the Hook, Story, Offer framework.

Each piece of bait you put out (such as ads, emails, landing pages, upsells, webinars, and phone calls) you should include a hook, a story, and an offer – Russell Brunson

The best part is, he had published this for FREE. Watch the video below to see how powerful his framework is and understand why he’s been able to create the successful funnel.

In Dotcom Secrets, he’ll teach you to step by step:

  • How to create an irresistible offer that seeming less expensive than what your competition is offering.
  • Build a story that helps your potential customers trust you enough to buy from you.
  • Create the hook that grabs your dream customers attention.

Secret #3: The Value Ladder

Dotcom Secrets review value ladder
Dotcom Secrets review: The Value Ladder

The first thing anyone with a business idea should do is create the Value Ladder. It gives you a vision of how you serving your customers. The value ladder also knows as a business plan, if you don’t know the result that you want to offer then the Hook, Story, Offer framework in secret #2 will be useless.

The book gives you:

  • The best examples to help you create one for your business.
  • Visualize which types of funnels (in section two) you should use in each stage.
  • The relationship of value ladder and sales funnel
  • The reason why we should build sales funnels for moves people through the sales process (convert as many as possible customers go on the next step of the value ladder.)

Secret #4: The Attractive Character

Dotcom Secrets review Attractive Character
The Attractive Character

“Attractive Character” help you build a relationship with your audience. Once you understand “Attractive Character”, you can tell a story to break dream customers false beliefs and communicate with your target market to serve them at a higher level. You’ll learn:

  • Attractive Character elements
  • Attractive Character Identity
  • Attractive Character storylines
  • and great examples

Secret #5: Funnel Hacking

Not only in funnel building, but in digital marketing it’s essential to understanding your competition and how they are affecting the market.

Funnel Hacking is not picking a random someone funnel and copies it.

In Dotcom Secrets, you’ll learn the framework correctly, so you can understand the right way to “Funnel Hack” and model in three ways:

  • Direct competitors
  • Indirect competitors
  • People selling through the same funnel type

Secret #6: Seven Phases of a funnel

Did you know the sales process is everywhere? It influences everyone, from restaurants and clothing stores all the way down to fast-food chains or even online marketing!

Over years of testing and experience, he figures out there are seven phases of a funnel starting with the first time you touch your audience until the end of the sales process.

You also learn the traffic temperature so you can write compelling copy to communicate with your prospect based on where they’re at the time.

Secret #7: Follow-up Funnel

Dotcom Secrets review follow up funnel

This time to learn about Communication Funnel (or follow-up funnel). It’s also known as an email marketing campaign. In this chapter, you’ll understand how to write emails to nurture leads and that sell.

In Dotcom Secrets, there are two types of messages that we’ll send out in the follow-up funnel:

  • Soap Follow up Funnels (or Soap Opera Sequence)
  • Seinfeld Message

Brunson’s email marketing advice is just as relevant today. In his experience with Seinfeld Method — sending out daily emails to your subscribers without boring them too much.

Dotcom Secrets review funnel scripts
Daily Seinfeld Emails following Hook, Story, Offer framework

The cool thing is your Daily Seinfeld Emails will follow the Hook, Story, Offer framework to help you increase the open rate, your message more entertainment for your customers, so they can take action on your offer.

This is the reason why you should read the book from beginning to end to make sure you don’t miss anything.

Section 2: The Funnels in The Value Ladder

Dotcom Secrets value ladder

In this section, he will reveal the 10 core sales funnel strategies that drive almost all of the business inside of ClickFunnels. Russell had test hundreds of thousands of funnels in the past and those which are making money are ALWAYS one of these 10.

Because the purpose and product price in each stage of Value Ladder is different, so you should use different types of funnels and sales scripts to achieve.

Front-End Lead Funnels

  • Lead “Squeeze” Funnels
  • Survey Funnels
  • Summit Funnels

Unboxing Funnels

  • Book Funnels (free plus shipping offer)
  • Cart Funnels
  • Challenge Funnel

Presentation Funnels

  • Video Sales Letter Funnels (VSL)
  • Webinar Funnels
  • Product Launch Funnels

Back-End Phone Funnels

  • Application Funnels

Pro tip: He also gives 32+ Virtually UNKNOWN Funnels (Not Found In The DotCom Secrets Book) in his Dotcom Secrets summit. So you can check it for free to increase options when building your own sales funnel.

Section 3: Funnel Scripts

Dotcom Secrets review funnel scripts

Should you know that structure the funnel is a small piece of getting someone to buy. The biggest piece is the content inside your funnel. In this chapter, you’ll learn Russell’s best sales funnel scripts that he actually uses for his company that converts like crazy.

Whether you need scripts for sales pages, squeeze pages, OTO pages, etc It’s all available here:

  1. Curiosity-Based Headline scripts
  2. “Who, What, Why, How” Script
  3. “Star, Story, Solution” Script
  4. OTO Script
  5. “Perfect Webinar” Script
  6. “Product Launch” Script
  7. “Four Question Close” Script
  8. “Setter” and “Closer” Scripts

Pro tip: Use Funnel Scripts or Jasper can help you build your sales message faster (without copywriting experience needed)

Section 4: Building Your Funnel

Clickfunnels free 6 month

In the last section, he’ll teach you how to bring your ideas to reality. You’ll understand the secrets behind Clickfunnels and how we can use it to create a beautiful and high convert sales funnel quickly.

For those of you who don’t know, Clickfunnels is a sales funnel software created by Russell Brunson, Todd Dickerson, and Dylan Jones with the goal of helping you turn the ideas you’ve learned from this book into reality.

Clickfulnel generates over 100,000 users in just five short years with drag-and-drop form builders, it takes less time and effort to build funnels than ever before!

Pro tip: You can try Clickfunnels 14 days for free and try to build sales funnels for your own business

Next, when your customers finish a step in your value ladder, you can move them on to the next step. So, connect your funnel is really important, and he calls it is “Funnel Stacking

Funnel Stacking will help your internet business outspend your competitors provide more value to your clients and predictably scale your company if you do it right.

Finally, you’ll learn the crucial key to fix your funnel quickly, which elements you would be testing and how to turn from a broken funnel to a winner.

About Russell Brunson - Dotcom Secrets book author

Russell Brunson ceo and co-founder of Clickfunnels

Russell Brunson is an internet marketing god. In the past 15 years, he created the first online business by selling a DVD that teaches people how to create a “potato gun. He sold everything from shakes and supplements to coaching, books, consulting, coupons, t-shirts, technology services, and software. (ex ZipBrander – a viral marketing tool created in 2003)

He is a CEO & co-Founder of a software company called Clickfunnels (or its parent company, Etison LLC), which launched in October 2014 and grew to $100,000,000 in the first three years. Currently, ClickFunnels has over 100,000 active users.

Russell Brunson has authored 3 best-selling books, including:

  • Dotcom Secrets
  • Expert Secrets
  • and Traffic Secrets.

He is also the highest-paid speaker, who close $3M in sales at Grant Cardone 10x Growth Conference within 90 minutes presentation.

Watch the replay of the presentation here for free

Dotcom Secrets Pricing

The Dotcom Secrets book is actually Free; you just pay $9.95 US or $19.95 International for shipping/handling. This is an excellent example of the free plus shipping offer that Russell Brunson teaches in his book.

If you buy Dotcom Secrets on Amazon, it costs you $13,19 (not include shipping fee)

Dotcom Secrets pricing

I highly recommend you buy the book from the author so that you can buy it at a low price; also, you can buy the audiobook on the upsell page (it’s not available anywhere) and get his $359.95 value bonus.

Why is the book free? Take a Look Upsell Option inside Dotcom Secrets Funnel

Many people say that Russell Brunson’s Dotcom Secrets is a must-read book; it’s precious and helps us build a successful business online. So why did he not save those secrets for his company or sell the book at a high price?

Why does Russell give it away for FREE?

Nobody wants to get a “FREE book” that fill with upsell links on every page, every chapter, and half the size of the book tells stories or relays the same information.

Dotcom Secrets book funnel

Here is the truth:

  • Dotcom Secrets is a great sales funnel example that Russell teaches you in the book – Book funnel
  • He has multi upsell options when you buy the book (If you don’t like it, just skip them)
  • Russell Brunson promotes his software company Clickfunnels in the last section. But it doesn’t affect your experience of reading the book!
  • If he wants to convince you of other products, the first thing is that on front-end product at a low price.

These are reasons why he invests more time to write the book and give you for FREE. Now I reveal the Dotcom Secrets book funnel for you, so you won’t to be surprised when it comes to the upsell page.

Also, you could prepare a budget to buy these products because it only appears once. (only when you see it suitable)

1. Dotcom Secrets Audiobook

Dotcom Secrets audiobook

Price: $37

The Dotcom Secrets audio version is only available on upsell page; you can’t buy it anywhere. In addition to the content contained in the book, you will also receive five exclusive bonuses for FREE

  1. The Order Form Bump – How to increase cart value on the initial order form page.
  2. The Invisible Funnel – How to get people to give you money without actually selling anything!
  3. The Bridge Page – The secret to converting cold traffic (the holy grail of internet marketing!).
  4. The Yellow Brick Road by Stacey Martino
  5. The Funnel Hacker’s Cookbook – How to build sales funnels more efficiently with all the necessary elements.

2. Dotcom Secrets Live Training Presentation

Dotcom secrets live training

Price: $97

The private video presentation breaks down the entire Dotcom Secrets book LIVE (where people paid $100,000 to be there).

For a one-time payment of just $97, we will add this course to your member’s area and give you immediate access today! (This offer is not available at ANY other time or place)

3. The Secrets Trilogy Box Set

The secrets trilogy box set

Price: $97

The Secrets Trilogy Box Set includes all of his best-selling books. Using these playbooks “hand in hand” will give you the strategies to build and grow your online business success than ever before!

  1. Dotcom Secrets: The framework helps you master the science of funnel and puts you at an advantage in growing your company online.
  2. Expert SecretsThe fire was written to help you master the art of sales and persuasion tactics you will need to change the lives of the customers you’ve been called to serve. In short, all sales scripts that you need to use in the sales funnel and build followers will be unlocked in this book.
  3. Traffic SecretsThe truth about online business. Once you understand the strategy and tactics inside, you’ll never worry about traffic to your website or funnel.
  4. Unlock Secrets: The workbook of those book above help you know exactly what should you do after reading them and improve your skill so master each secret in the trilogy books.

4. Funnelytics

funnelytics funnel mapping tool

Price: $397

Funnelytics is a helpful software to help you visualize and analyze your funnel process help you see how people are responding. It allows for real-time data tracking, which means you can be sure that what’s being measured up-front matches reality in the back end of things without having any guesswork involved!

The cool thing is you should pay at least $470/year to get it. However, when you buy it inside the Dotcom Secrets funnel, you only pay $397 for life (No monthly fee)

funnelytics pricing page
Funnelytics pricing page

Besides, you also these FREE bonuses when you upgrade to The Funnelytics Bundle!

  1. 50 Funnel Type Templates Inside Funnelytics: Choose from over 50 pre-built funnel types inside Funnelytics. So you’ll NEVER have to start from scratch!
  2. 10 “Funnelytics” Templates: Russell Took the ten funnels that he teaches From “DotCom Secrets”… And white-boarded them all out for you (Page-By-Page) inside Funnelytics!
  3. Ten Matching ClickFunnels Templates: How would you like those same ten funnel templates to be BUILT and professionally DESIGNED for fou inside ClickFunnels…
  4. Funnel University Digital: Over 70+ “Funnel Hacked” Funnels, new ideas as you brainstorm your funnels, and every month he found two Of his FAVORITE Funnels… And spent THOUSANDS Of Dollars to “Funnel Hack” them FOR you!

Dotcom Secrets pdf download and what you should know

I know few people searching “Dotcom Secrets e-book free download” on Google to looking for pdf version or FREE stuff. Here are the results.

Dotcom secrets pdf free download

The truth is Clickfunnels does not provide any e-book or pdf version. They only have the Kindle version on Amazon.

So, most of them use “clickbait,” When people visit their site, they write a review post like me or promote something else. The good news is Dotcom Secrets book pdf still available; some people give it away for FREE. I have no idea how they have it, but you can download it for FREE.

And here is the bad news.

It’s an old version of the book and missing many content, strategies, tactics inside. It’s outdated and useless.

Dotcom Secrets pdf
Dotcom Secrets Pdf version you download free on Internet-only has 190 pages

Now, you have two options:

  • Try to find something cheap as possible with more risk.
  • Or Invest few bucks today ($9,95), and it may change your business forever

We don’t talk about a thousand dollars; we talk about $9,95. If you don’t like the book, they’ll return your $9.95 shipping and lets you keep the book anyway. Is it fair enough?

Exclusive dotcom secrets bonuses

1. The 3 Core Funnels Book Pdf ($47.00 Value)

the 3 core funnels book

Did you know that 95% of Russell’s revenue comes from just three basic funnels?

After 21 years of selling online, he talks about sales funnel strategy on his podcasts, periscopes, blog, and books. But, when he started to look closely at where most of his income comes from, it’s almost all from just three particular funnels.

No matter if you have NO list or sales. The 3 Core Funnels book can help you make more email lists or sales online than ever imagined!

2. 108 Split Test Winners Ebook ($47 value)


Have a funnel is great, but if you’re not split, test your funnel, page element, design…you’re either losing money.

Russell Brunson is a big fan of testing, and this book is a result after he split tests A/B 108 variables inside his funnel. It includes:

  • The Evolution of an Offer
  • Conversion Tests
  • Backend Tests
  • Traffic Tests
  • Trial Closes: Two Tiny Words Increased Dollars Per Lead

One single split test can change your results, make a BIG difference to your opt-ins conversion and sales. It can have a HUGE impact on your entire business.

3. Network Marketing Secrets e-Book ($47 value)

Russell Brunson Network Marketing secrets

The BIG problems in Network Marketing are:

  1. Sell products
  2. Create downline and training your team

Most people start MLM by introducing products or opportunities to their family or friends, impacting the relationship. Watch the video below to discover how to succeed in Network Marketing with an MLM sales funnel.

Inside this free book, you’ll learn about the 3 ‘LOST’ Funnels that run 99.9% of ALL successful network marketing companies.

( Skip this bonus if you’re not in the Network Marketing business)

Learn more: Network Marketing Secrets book review: Is it a good MLM book?

4. Funnel Audibles ($97 Value)

funnel audibles

Soon you will be launching your first funnel. Chances are it is going to flop.

Most people’s funnel doesn’t work the first time, and that’s okay. If you know that going into it, it won’t shock or depress you. The sooner we see where the funnel is failing, the faster we can get it fixed.

And the Funnel Audibles will show you a simple process to take ANY funnel that’s broken and turn it from a “zero” to a HERO.

This is a video presentation of Russell Brunson at FHL event, where people pay at least $997 to be there. Now, you can get it for FREE when you buy the book!

5. Workbook 30 Day DotCom Secrets Challenge! ($97 Value)


I admit that I really confused after reading the book!

This book is awesome; I learned so much from him. But when I sit on my desk and work, I ask myself, “What should we do first?”, “Where I start?”. Each secret in the book is a skill that I need to learn to change my business.

This is a game, and it’s the most fun game that I’ve ever played.

Luckily, In the 2nd Edition, he provides 30 days Dotcom Secrets challenge workbook. It includes the exercise, the road map, and plan I can follow:

  • Day #1 What should we do?
  • Day #2 What should we do?
  • Day #30 What should we do?

Who Should Read Dotcom Secrets book?

No matter your business type, as an online marketer if you want to generate your leads, build a highly qualified list, increase conversion and sales online, you should read the book. Dotcom Secrets works in different types of business:

  • Coaching/Consulting
  • Local Small Business
  • Info Products
  • E-Commerce
  • Network Marketing
  • B2B
  • Non-Profit
  • Agency/Freelancer
  • Blogging/Affiliate
  • And more

Dotcom Secrets book Is Not For

  • People who are looking for a get-rich-quick scheme.
  • Any people who are lazy and don’t want to put in any work.
  • Learning everything but never start to work

What I like And Don't Like

What do I like?

Detailed: This is one of the top books I’ve ever read. It’s in-depth in that it gives you everything you need to execute the program and succeed. Rusell Brunson provides all the marketing strategies, mindsets, tactics, templates, funnels, and scripts for you. What you should do is learn and apply it to your business.

Low cost: Everything he learned over 25 years that helps him build a successful funnel will be shared in the book for FREE, and you pay $9.95 for printing and shipping.

Quick to get results: Compared to other methods of building a successful online business, this method is much faster in seeing results. Please don’t trust me; let see how he uses those marketing skills in his business and makes millions of dollars. Thousand people change their business lives by reading and following Russells Brunson’s “secret funnel strategy.” The question is: Are You Next?

Note: That’s not mean you can get rich quickly or succeed overnight. You must be focusing, learning, hard-working, and spend your time to get your business running.

What I Don't Like

The one thing that I don’t like is if you’re not in the US, you should wait at least two weeks to receive the book. Luckily, you can order the Dotcom Secrets audiobook in the meantime.


I hope you enjoy my Dotcom Secrets review. In short, this is the best online marketing book for online marketers and business owners to help them build a sustainable business in the online marketing space.

The DotCom Secrets book is not only a great read, but it’s also edifying. How many business books do you still find relevant when marketing techniques are constantly changing? Dotcom Secrets is an evergreen book which still incredibly relevant ever world change.

Frequently Asked Questions

No, Dotcom Secrets is not a scam. It’s one of the best direct response marketing books you should have.

If you already have the new version of those books, you should consider whether you need the workbook (the Unlock Secrets) or not. Then you can make a decision.

You can click here to get this book from the author, then get exclusive bonuses for free or buy it from Amazon.

If you don’t like Dotcom Secrets for any reason, you can contact support to get a refund of your shipping costs (you don’t need to ship the book back)

It would be best to read Dotcom Secrets book first, then Expert Secrets book and the last is Traffic Secrets book. Don’t forget to watch the video bonus training and complete the exercise in the “bonus book” Unlock The Secrets.

No, they do not offer the Dotcom Secrets Pdf version at this time. But you can buy it on Amazon Kindle or get Dotcom Secrets audio version instead.

Yes, you can click here to join the Clickfunnels Affiliate program for FREE. It would be best if you joined Affiliate Bootcamp training to discover more ideas and strategies.

Disclosure: I am an independent ClickFunnels Affiliate, not an employee. I receive referral payments from ClickFunnels. The opinions expressed here are my own and are not official statements of ClickFunnels or its parent company, Etison LLC.

Key logo funnel secrets

Key Nguyen

Key Nguyen is the founder of Funnel Secrets. He loves online marketing specializing in funnel building, direct response marketing, SEO, and Copywriting. He shares what he learned on this site to assist businesses in enhancing their online presence and achieving rapid growth.

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