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Dotcom Secrets


Looking to generate more leads? Sell more? Grow an online business? If so, you need to master the concept of sales funnels.

Anyone who has been in business can affirm that selling is not easy! It’s a complex blend of understanding the target audience’s psychology, creating products that offer value, making your sales pitch convincing, and battling with increasingly fierce competition. The trick to coming out on top is knowing and applying the best practices. One such practice is the idea of a sales funnel.

“Obstacles are necessary for success because in selling, as in all careers of importance, victory comes only after many struggles and countless defeats.”

            —Og Mandino, Renowned American author

According to Russel Brunson—an online entrepreneur magnate—sales funnels are all about making things simpler and easier for customers. It’s about addressing a customer’s pain points and building long-lasting relationships. (PS: Russell Brunson is widely credited with popularizing the concept of funnels).

An effective sales funnel helps a business create winning online experiences and make sales. Russell breaks down his idea of an effective sales funnels in his book – DotCom Secrets. The book is touted to offer several ‘secrets’ that help readers master the art and science of sales funnels .
The lessons on the DotCom Secrets are based on the author’s experiences—including how he used the ‘secrets’ to build a business worth over $300 million (i.e., ClickFunnels…more on this later in the article). At its core, the book is designed to help online businesses achieve the impact they crave with the help of funnels. | sales funnels
In this post, I will dive into the nitty-gritty of DotCom Secrets—how it helps readers build winning sales funnels, how it compares with other secrets books, and whether it’s worth it. Read on for invaluable tips on sales funnels as popularized by Russell Brunson.

Traffic and Funnels – The Bedrock of Online Businesses

First things first, let’s dig deep into the concept of funnels…
Ever felt like you’re doing everything in your power, but customers just aren’t buying? The call-to-action is on point, your offer is seemingly irresistible, the website is user-friendly, and content is of the highest quality—but the results don’t reciprocate your efforts? If so, don’t fret. What you’re doing is right—but you could do moreConversion optimization is a two-faceted approach. First, you need to focus on the set-up! This includes the copywriting, form design, and the page layout of your website. Next, you must leverage the best practices to nurture leads.
As an online entrepreneur, you need to understand that customers are not a commodity tumbling down a mass-production assembly line. They are people—and people’s buying decisions are complex, sometimes unpredictable, and often guided by emotions. To convert them into paying customers, you need to get your set-up right and lead nurturing game on fleek!
According to market statistics, businesses that nurture their leads see a 50% growth and 450% surge in qualified prospects. That’s a lot of numbers to ignore. The underlying message is simple: When people realize that you anticipate their needs and your website is structured in a manner that addresses these needs, they’ll reward you with sales.
In any sales funnel, prospects are bound to drop off at different stages – hence the ‘funnel’ shape. They drop off for a number of reasons—including disconnects in the landing pages and technical errors. An effective sales funnel is defined as one that minimizes the number of leaks, leading to more customers down the sales funnel.
At the top of the funnel is the Target Audience, in the middle of the funnel you have Potential Customers, and at the bottom are New/Existing Customers. At each of these levels of the sales funnel, you need to ask the following questions: 

How do I attract more traffic by making prospects aware of my business/brand?

How do I capture the leads and entice them to move to the next
level? With this in mind, is my offer or landing page optimized?

How can I anticipate the needs of the target audience?

Why would they drop off, and what can I do to push them
further down the funnel?

Russell Brunson’s Idea of An Effective Sales Funnel

To elaborate on his idea of a sales funnel, Russell uses the example of someone visiting a grocery store. Let’s assume that your website is the grocery store. The conventional website (i.e., one that does not leverage the power of sales funnels to nurture leads and improve conversion) is like someone wandering around in a messy grocery store. The right goods are available, the services are great—but the customers are overwhelmed and they don’t know what they need. Such a customer may leave without checking out – i.e., leads leak out of the sales funnel.

On the other hand, a website that leverages an effective sales funnel is like a grocery store whereby customers are nurtured from the moment they enter the store. Someone gradually and gently guides them through a logical sequence of events (step-by-step) until they successfully checkout at the counter. In this scenario, the grocery store owner (i.e., you…in case you missed the memo) will have made a sale and built a relationship with the buyer. And that’s the whole idea of a sales funnel.

As Russell Brunson explains in DotCom Secrets, a sales funnel should resonate with the customer. And the customer would rather have something personalized and simple experience—rather than an over-the-top and huge experience.

As you’ll soon see in my in-depth review of DotCom Secrets, Brunson simplifies the idea of traffic and funnels into three processes…hook, story, offer. The hook is the catchy idea headline or video that grabs a random user’s attention. The story builds a connection with prospects. And the offer seals the deal! Collectively, these three steps help build lasting relationships while driving sales in your online business.

The Best Sales Funnel Software

You’ve decided to leverage the power of sales funnels to generate traffic, nurture leads, and improve conversion rates—but how do you go about it? Which sales funnel software is the best for your business model and needs? Read on as I pull back the curtain on the top software for online businesses—based on popularity, features, and user experiences.

CLICK Funnels - best overall

Russell Brunson’s ClickFunnels is easily one of the most popular and widely used sales funnel software – and for good reason. It’s a solid option for online entrepreneurs and small businesses that need a straightforward and simple system for taking advantage of a prospect’s interest to increase revenue by making hard sales.

The SaaS software rapidly grew from a self-funded start-up into a multi-billion dollar business (source: Forbes). ClickFunnels was ranked as one of the 500 fastest-growing companies by Inc. It boasts of an active community of over 100,000 paying users – aka., FunnelHackers. The entrepreneur also ranked the company in its Entrepreneur360 list as the “Best Entrepreneurial Company in America.”

It’s loaded with tons of lead nurturing and funnel conversion features right out of the box. This includes a simple drag-and-drop editor set-up landing pages in minutes, pre-built funnel assets, templates to quickly build tried-and-tested sales funnels, a one-click upsell tool to increase your potential revenue, and a suite of supporting tools—making it a powerful, yet user-friendly sales funnel solution. Its pricing starts at $97 per month, with a 14-day free trial to test the waters. The main drawback is that ClickFunnels does not prioritize customization—opting for templates.


Ever heard of HubSpot? Let’s rephrase this…ever heard of one of the standout digital marketing companies of the last decade? Among its far-reaching list of digital marketing solutions, HubSpot also offers an effective way to maintain a highly functional sales process.

The HubSpot Growth Platform delivers everything you’d expect from a typical sales funnel—plus tools to accommodate all your marketing and service needs. All-in-all, it’s a great resource for attracting leads, delighting, engaging prospects, and retaining customers.

As reflected in its pricing options (starting at $113 per month), the HubSpot Growth Platform falls on the higher side of the budget—making it a tricky option for small businesses or startup. But considering its wealth of features, it may be a worthwhile investment.


Kajabi is arguably one of the most powerful sales funnel platforms for anyone selling or creating online courses. The software focuses on users looking for an easy and effective way to sell digital products – better known as infopreneurs.

It’s a SaaS solution that gives creators all the tools they need to launch their products. The platform houses a truckload of templates to build webinar pages, sales pages, or landing pages. As a sales funnel software, Kajabi offer features to guide users through your course in a step-by-step format. Like the other platforms on this list, it also provides one-click upsells, email automation, and customizable checkouts. Its pricing starts at $119 per month—which is relatively higher than its competitors’ and may not suit startups or small businesses.


Looking to create high-converting and visually appealing alert bars, websites, and landing pages? If so, LeadPages might be the sales funnel solution you need. It offers an easy-to-use interface (ideal for beginners or web design novices) and dozens of engaging templates.
At a starting price of $25, LeadPages is arguably one of the most cost-effective options in the market. It may be a sound investment for mid-sized or small businesses—as long you’re willing to settle for the bare minimum in sales funnel creation.


Katra is the brainchild of two renowned digital marketers, Mike Filsaime and the late Andy Jenkins. It offers the basic features of a sales funnel software—but with a special focus integration with webinar software. (PS: Kartra’s parent company—Genesis Digital—are the makers of WebinarJam and EverWebinar).

The software is marketed as an all-in-one funnel solution for online businesses. It allows users to easily create sales/landing pages with a drag-and-drop editor, run automated email campaigns, host/track video engagement, design optimized checkout pages, offer one-click upsells, manage affiliates, and deliver membership site securely. The basic plan goes for $69 per month. The main drawback of Kartra is their pricing structure. The more traffic you attract, the more you’ll pay—topping at $499 per month.

Who is Russell Brunson?

Russell Brunson—aka, the funnel guy—is what we’d call a digital marketing guru of his time. If someone ‘put a gun your head’ and asked you to name a single character who epitomizes funnels, you’d be hard-pressed to find someone other than Russell (Go on…open another tab right now and run a quick internet check if you need the proof).

Throughout the internet, there are recurring stories (or folktales, if you’re into medieval art) of Russell. They tell of a young man who sold over a million dollars’ worth of services and products from his basement—barely a year after his graduation. Over the years, he honed his skills in the art of online selling.

Around 15 years down the line, he had co-founded a multi-million-dollar company and earned the respect/admiration of a raving community of online entrepreneurs. Not to mention, publishing and selling hundreds of thousands of his DotCom Secrets and Expert Secrets books—both of which turned out to be best sellers. He also released another book (Traffic Secrets) in 2020—but it’s too early to predict whether it’ll achieve the same level of success as its predecessors.

Drawing on his expertise in the field, his success story with ClickFunnels, and my obsession with generating traffic and funnels, I had to give DotCom Secrets a shot. The book allegedly contains the best practices for creating sales funnels that…well, sell!

Summary of DotCom Secrets

1st Edition (2015): Dotcomsecrets—The Underground Playbook for Growing
Your Company Online

2nd Edition (2020): Dotcom Secrets—The Underground Playbook for Growing Your Company Online with Sales Funnels

Author: Russell Brunson


E-book ISBN: 9781401960605

Hardcover ISBN: 9781401960469

Audiobook ISBN: 9781977309679

The first edition of DotCom Secrets was written shortly after Russell Brunson and Todd Dickerson launched ClickFunnels in 2014. Russell wrote the book intending to share his knowledge with other online businesses. It contained the same funnels, processes, scripts, frameworks, and techniques used by Brunson to create/scale ClickFunnels. The end game was to help readers grow their businesses faster than ever before.

From an objective outlook, the 1st Edition of DotCom Secrets by Russell Brunson was a success. Since launching the book, Brunson has helped nearly 800 people rake in over one million dollars—solely using his funnels.

DotCom Secrets elaborates on the importance of building an effective sales funnel to drive traffic and convert. The best funnels leverage different strategies (e.g., communication, product, and traffic strategy) to nurture leads and profit your business.

The first book by Russell Brunson, tells you exactly how to go about all this in a step-by-step process—using concise explanations and clear diagrams. According to the book’s prologue, “In truth, this is a proven playbook for growing your company with effective lead generation and sales/conversion methods, which can be used online and offline.”

The 1st Edition explains 13 Secrets—while the 2nd Edition goes a step further with 23 Secrets to grow your business online with sales funnels. In the words of the Russell Brunson, “When you implement these secrets, you will transform your website from a flat, two-dimensional company into a three-dimensional sales and marketing machine that allows you to outspend your competitors, acquire an almost unlimited number of new customers, make (and keep) more money, and most importantly, serve more people.”

How Does DotCom Secrets Compare with Traffic Secrets and Experts Secrets Russell Brunson Books?

DotCom Secrets is the first installment in a trilogy of books that have helped revolutionize digital marketing or online selling as we know it. Each book covers a specific subject and objective:

DotCom Secrets is the SCIENCE

Expert Secrets is the ART

Traffic Secrets is the FUEL

Collectively, these books are advertised to offer all the necessary tips, tricks, and lessons to thrive in an increasingly competitive online market. They contain everything you need to know about selling online, generating traffic, and funnel building secrets. Here’s a breakdown of how DotCom Secrets compares with the other “Secrets.”

DotCom Secrets Vs Expert Secrets

There are tons of ways to learn something—but the easiest and most effective has to be using the example set by another person (i.e., an expert in your field). This is the underlying message in the Expert Secrets Russell Brunson book.

Brunson explains how establishing yourself as an expert business in your industry is a remedy for greater success. Expert Secrets contains precise, clear, and simple guidelines to hone your skills and share the knowledge you’ve acquired with others—hence achieving the coveted ‘expert’ status.

As an expert, a new or established business can create a mass following or a community of other aspiring businesses and entrepreneurs. This concept is applicable to all types of businesses—regardless of size and base of operation (i.e., online or brick-and-mortar stores). Drawing on a quote by Bob Burg (see below), an expert is someone who is known, liked, and trusted in his or her niche industry.

“All things being equal, people will do business with, and refer business to, those people they know, like, and trust.”
—Bob Burg, Best Selling Author and Famed Speaker

Just like DotCom Secrets, Experts Secrets has been recognized on the bestseller lists of USA Today and Wall Street Journal. While both books share several similarities—including the writing style and approach—they also differ.

Whereas DotCom Secrets focuses on successfully running an online business and improving conversion rates (i.e., scaling and getting more traffic), Expert Secrets highlights important steps to take right from the moment you start a business (i.e., creating initial offers and nurturing a tribe of followers).

In other words, Experts Secrets take a more generalized outlook on online/offline businesses—while DotCom Secrets is more specific, highlighting the concept of sales funnels and selling online.
Interestingly, Russell Brunson advises people to start the trilogy with Experts Secrets—despite DotCom Secrets being the first installment. The reasoning behind this recommendation is rooted in the information contained in the books.

The Expert Secrets Russell Brunson book contains beginner steps—including identifying and establishing meaningful connections. On the other hand, DotCom Secrets elaborate ways of telling stories that sell and building funnels that convert. Following a logical sequence, it makes more sense to start with Expert Secrets. So, even as you contemplate buying DotCom Secrets, consider adding Expert Secrets to your shopping cart. (PS: Every book by Brunson is an excellent resource in itself. Therefore, reading them simultaneously is more of an option than a necessity).

DotCom Secrets Vs Traffic Secrets

Traffic is key to the success of any online business, period! You may have the best products, services, and conversion process—but if you can’t generate traffic, your funnel is useless. Brunson reiterates this statement in the synopsis to his latest book (Traffic Secrets). “The biggest problem that most entrepreneurs have isn’t creating an amazing product or service. It’s getting the future customers to discover they even exist. Every year tens of thousands of businesses start and fail because the entrepreneurs don’t understand this one essential skill, the art, and science of getting traffic or people to find you.”

Traffic Secrets aims to transform businesses and attract traffic naturally. This frees online entrepreneurs from the ‘shackles’ of social media and other digital marketing platforms. Brunson claims that the tactics highlighted in his book help you thrive in an ever-changing digital landscape. It should show you how to capture the attention and keep the interest of potential customers.

“I spent the last 15-years perfecting the strategies in this book…Helping other entrepreneurs to get their products and services into the hands of customers who need it, is my mission. I’m proud that Traffic Secrets will give people that roadmap to increase their influence and audience,” says Brunson.

Traffic Secrets builds on the lessons, concepts, and secrets highlighted in the previous books by Russell Brunson. With this mind, it offers the most benefits to people who have read the rest of the trilogy.

Similar to DotCom Secrets, Traffic Secrets discusses the concepts of traffic and funnels. Both books are geared to an audience of online entrepreneurs who are interested in generating traffic, capturing leads, and converting prospects into paying customers.

Summarizing the entire trilogy…Experts Secrets tackles the psychological aspect of selling online (i.e., the art), DotCom Secrets looks at the process of building an effective sales funnels (i.e., the science), and Traffic Secrets show you how to pull target audiences into your funnel (i.e., the fuel). Theoretically, reading the three books should propel your business to greater heights. But for now, let’s get back to the main purpose of this article – reviewing DotCom Secrets. | sales funnels

What is Contained in DotCom Secrets – 1st Edition?

The first edition of the DotCom—which was released in 2015—is divided into 5 sections. Each of them discusses and explains the different secrets of building sales funnels. These 5 sections contain a total of 13 secrets for growing your company online.


Secret1: The Secret Formula

Russell’s ‘secret formula’ has four ingredients in the form of questions: This includes:

Who are your dream clients? Consider their characteristics, their desires, dreams, goals, activities, and anything that makes them ‘dreamy’.

What can you find your dream clients? This may include email lists, blogs, Twitter,
Facebook, and other social platforms.

What bait can best attract them? A bait is anything that will capture the attention of your dream customers. It may be an audio recording, a DVD, an e-book, or a physical book. (PS: The Russell Brunson books are a perfect example of bait. The books are offered for free to attract you – i.e., you’re Brunson’s dream customer).

What results will you give your dream clients? Focus on helping clients rather than
just pushing your products and services.

Secret 2: The Value Ladder

As shown in the diagram, the value ladder is a step-by-step process with which you sell the lowest-priced products first. As customers realize the value you offer from the lower-priced levels, they’ll be willing to pay more as they climb the value ladder.

Secret 3: From a Ladder to a Funnel

The 3rd DotCom secret highlights the process of converting the value ladder into a sales funnel. Based on the value ladder and funnel model provided by Brunson, this may include the following four steps (feel free to adapt it to your business model):

Bait – Free product or service

Frontend – Cheap product or service

Middle – Middle-priced product or service

Backend – High-priced product or service

Secret 4: How to Find Your Dream Customers

Where are your dream customers hanging out? Where is your potential hunting ground? This should be highly targeted demographics—that define everything relevant about the dream customer’s whereabouts.

Secret 5: The Three Types of Traffic

The traffic you control – This is traffic from paid sources such as
affiliates, and advertisements.

Traffic you don’t control – Cold traffic from sources such as Facebook
and blog posts. The user’s journey or roadmap is beyond your control.

Traffic you own – Your subscriber list, which is acquired by converting
‘traffic you control’ and ‘traffic you don’t control’ into your own.

Your Communication Funnel – Section 2

Secret 6: The Attractive Character

Even after building your own traffic, selling may still be an uphill battle. The challenges are associated with your persona. Prospects need to trust and like you. You need to be an attractive character. Brunson categories an attractive character into three components (as shown in the figure):

⦁ Elements – This includes a backstory, speaking in parables, sharing character flaws, and polarity by addressing hard matters.

⦁ Identity – Your attractive character should have an identity. You may be a leader, an adventurer, an evangelist, or a reluctant hero.

⦁ Storylines – You need to find a specific perspective to your stories and stick to it. Choose between loss/redemption, us vs them to polarize the audience, stories of transformation, amazing discovery, or third person testimonials.

Secret 7: The Soap Opera Sequence

The whole point of building an email list is to eventually sell products by first building strong bonds. According to Russell Brunson, one way of doing this is through the soap opera sequence. And yes, the name and idea are derived from the likes of Telemundo.

Ever noticed how soap opera always end in suspense—with an unresolved, nagging issue? This is strategically orchestrated to foster a desire for the next episode. In DotCom Secrets, the soap opera sequence aims to make your emails interesting. According to Brunson, this includes—setting the stage by presenting the attractive character, opening with high drama (backstory), the epiphany (big secret or discovery that impacted the attractive character), hidden benefits of the product or service, finally, urgency and call to action.

Secret 8: Daily Seinfeld Sequence

The soap opera should be followed by more emails—each selling certain products. According to the Seinfeld sequence, your emails don’t have to include anything relevant. 90% of the emails you send to subscribers should be for entertainment purposes—the remaining 10% can be content-rich.

Funnelology Leading Your Customers to the Sale – Section 3

Secret 9: Reverse Engineering a Successful Funnel

How do you make a successful funnel? You either reverse engineer one that already exists or you start from scratch. The latter is rather difficult, time-consuming, and risky—so we’ll go with the reverse engineering option.

Secret 10: Seven Phases of a Funnel

Selling online of offline demands an understanding of the customer’s experience—from the first Ad they see, to being repeat buyers. This process includes 7 activities, namely:

Determining the traffic temperature – Is it hot, warm, or cold?
Set-up the Pre-frame bridge – Make your audience realize that there is a problem that needs a solution before you sell your products.
Qualify subscribers – Ask users for their email addresses.
Qualify buyers – Segment subscribers from buyers. A good example is offering a free product + shipping. Someone willing to pay around $9 for shipping is likely to buy again. Case in point, the Russell Brunson books.

Identify hyperactive buyers – At times there are buyers who are on a shopping spree—and are willing to cash out multiple times. You need to have an offer to cash in on them
Age and ascend the relationship – Give your subscribers or buyers time to discover the value of

Secret 11: The Twenty-Three Building Blocks of a Funnel

Just like Lego pieces, building a sales funnel is all about connecting the pieces. Some combinations work better than others. Russel elaborates 23 building blocks that are based on the 7 phases of a funnel (highlighted in the 10th secret).

Secret 12: Frontend vs. Backend Funnels

The 12th secret builds on everything you’ve learned. It requires you to connect all the elements and create a successful funnel. This includes preparing the offers, creating a funnel, preparing the Soap Opera Sequence, and the setting up the Seinfeld Sequence. DotCom Secrets includes examples of proven funnels designed by Russell Brunson himself.

Secret 13: The Best Bait

Nothing is attractive to a consumer as FREE! These four letters with zero monetary value are easily the best bait. The trick lies in offering a free product, but asking the customers to pay for shipping. The first purchase sets up the customer for a higher chance of buying from you again.If you’ve already noticed the trend…Brunson is literally describing the entire process he uses to get you and me to order the “Secrets” trilogy of books. And since it works perfectly for him, it may also be possible to customize the principles to your business’s needs. For example, you can offer free e-books or memberships

Funnels and Scripts – Section 4

The ‘Funnels and Script’ section focuses on ways to promote the sales funnels you build. But it’s not a straightforward process. Russell Brunson highlights the steps to take and rules to follow to create funnels that sell. This process is divided into:


Two-Step, Free-Plus-Shipping – Funnel 1

Self-Liquidating Offer – Funnel 2

Continuity – Funnel 3


The Perfect Webinar – Funnel 4

Invisible Funnel Webinar – Funnel 5

Product Launch – Funnel 6


High-Ticket, Three-Step Application – Funnel 7

ClickFunnels – Section 5

The purpose of the final section is in the title…ClickFunnels. This is more or less a handful of pages that advertise Russell Brunson’s software—albeit some useful and actionable tips here and there. | sales funnels

How do the Price of DotCom Secrets, Expert Secrets, and Traffic Secrets Compare?

What is the Price of DotCom Secrets?

Official Website: Underground Playbook for Growing Your
Company Online

Amazon:$21-74 (Hardcover) or $12.99 (Kindle)

Barnes & Noble: $26.99 (Hardcover) or $12.99 (NOOK Book)

If you’re wondering why DotCom Secrets is free from the official website, it’s part of the whole funnel building and qualifying buyers process taught by Russell in books. He is basically luring you into his “value ladder”—with the hope that you’ll take the next step and buy something else.  

Bonus: As an added advantage, DotCom Secrets comes with Free bonuses as shown below:

The 3 Core Funnels eBook ($47): If you’re looking to scale and grow your business, Russell claims that you only need 3 basic sales funnels to succeed.

108 Split Test Winners eBook ($47): This e-book contains simple tweaks to significantly increase your rates of conversion. These split tests provide limitless possibilities for improving the effectiveness of your funnels and websites.

Network Marketing Secrets eBook ($47): The e-book is written with network marketing aficionados at heart. It elaborates on different ways to build motivated teams with the help of funnels.

Funnel Audibles ($97): This is more of a backup or safety net for when you funnel flops. Funnel Audibles is adapted from a workshop by Brunson, in which he explains the process of reviving a broken funnel.

30-Day DotCom Secrets Challenge ($97): Wondering where you’ll start? The 30-day DotCom Secrets Challenge is designed to hold your hand and guide you through the daily process of getting where you want.

What is the Price of Experts Secrets?

Official Expert Secrets Website: FREE (you only cover shipping costs of $9.95 in the U.S. or $19.95 internationally)

Amazon:$21.84 (Hardcover) or $12.99 (Kindle E-Book) – shipping costs not included)

Barnes & Noble: $26.99 (Hardcover) or $12.99 (NOOK Book) 0 shipping costs not included

By ordering the book via the official Expert Options website, you become eligible for 5 free bonuses—which total at $585 if purchased separately. These bonuses include:

Expert Evolution ($97): This is a presentation by Brunson on the frameworks you need to create—including steps to establishing yourself as an expert in your field.

Hook, Story, Offer ($97): You get to learn about how to employ proven funnels by either fixing underperforming funnels or building better ones.

The Perfect Webinar Slides ($197): These are basically Keynote and PowerPoint webinar slides created by Brunson. Their design and structure are based on a tried-and-tested framework (PS: the webinar slides are customizable).

The 5-minute Perfect Webinar ($97): This a webinar presented by Jaime Cross—a member of the Two Comma Club who made over $1 million selling lotions and soaps. Cross dives into the actionable strategies she used to achieve her success.

30 Day Expert Secrets Challenge ($97): This is a challenge or roadmap to kickstart your journey and keep you going—one day at a time.

What is the Price of Traffic Secrets?

Official Site (Recommended): FREE + $9.95 for shipping in the U.S. (or $19.95 internationally)

Amazon: $18.78 (Hardcover) or $12.99 (Kindle)

Barnes and Noble: $26.99 (Hardcover) or $12.99 (NOOK book).

The free bonuses that come with an order of Traffic Secrets from the official site include

30 Day Traffic Secrets Challenge

Traffic Secret Foundation

How to Make A Video Go Viral

The Ultimate Unfair Advantage

Please note that buying Traffic Secrets allows you to buy The Secret Trilogy Box Set for $97—as an upsell. This includes Expert Secrets, Traffic Secrets, Dotcom Secrets, and Unlock the Secrets Worksheet.

How to Order a Free DotCom Secrets Book – Step-by-Step

As highlighted earlier, a free copy of DotCom Secrets is only available if you order the book from the official website. You’re welcomed by a landing page that is optimized to guide you towards one single goal…convincing the visitor to reserve a copy of the book.

Step 2: Provide Shipping Information

By clicking on one of the “Reserve My Free Copy” prompts, you’ll be directed to a checkout page—starting with the shipping information. If you take a keen look at the technique used by Russel Brunson throughout the website, you’ll notice that he strategically highlights or underlines key factors to grab the user’s attention. The website is an ideal example of how landing pages should be designed to capture and nurture leads down the sales funnel—as Brunson intended.

Step 3:

The final step in the checkout process requires you to give up your credit card details. Sure, I understand some of you might be apprehensive about the idea pulling out your credit card for a book that’s advertised as free—but it’s necessary to cover the shipping cost or the upsells.
The upsells include a DotCom Secrets Audiobook package (The Order Form Bump, The Invisible Funnel, The Bridge Page, The Yellow Brick Road, and The Funnel Hacker’s Cookbook) for $37 and access to DotCom Secrets book LIVE training for $97. The total of the book’s shipping fees and all upsells tops at $153.95 for international users or $143.95 for U.S. residents.

Pros and Cons of DotCom Secrets


Engaging and Easy to Follow Writing:
I have to admit…
I’m a sucker for basic hand-drawn art. So when Brunson decided to use stick figure illustrations, it was eye candy galore. Putting my weird taste aside, the text is also engaging, simple, and clear to cater to the
needs of all types of readers.

DotCom Secrets is an Undeniable Resource: Learning about how value ladders and sales funnels can add value to different marketing strategies may prove to be a game-changer for most businesses.

The Book is FREE: I believe this perk is self-explanatory. It’s the perfect bait—and we’re willingly going to bite the hook. For a book with as much value as DotCom Secrets, a free tag is a steal.

Tons of Positive Reviews: As you’ll realize in the next section, DotCom Secrets has managed to amass tons of positive reviews and sold hundreds of thousands of copies over the years. For most, this is the only proof they need to buy the book.


Sales Pitch: As you progress towards the final pages of the book, you can’t help but notice Brunson’s attempt to sell his ClickFunnels Software. While it’s understandable from an objective point of view, not all readers take kindly to the approach (*check out
some testimonials below for more
on what users think about the book’s
sales pitch).

Focused on Online Business: What about offline business? Huh? Even as businesses relocate to online markets, there are those that rely on brick-and-mortar stores due to the nature of their industry. DotCom Secrets does not offer an actionable solution for
such business.

Testimonials and Reviews of DotCom Secrets

Is DotCom Secrets Worth Ordering or Reading?

Well, this depends on your answers to the next questions. Do you think your business could benefit from techniques and strategies used by an expert in online business? Do you want to learn how to build sales funnels that convert? Are you willing to read through, even with the author’s evident attempts to sell ClickFunnels through the book? If yes, then click here and reserve your free copy now. | Sales Funnels

And if you feel the DotComSecrets book does not provide the information you need at your level of business, then maybe Traffic Secrets and the Expert Secrets Russel Brunson book will meet your needs. Either way, the books are a wonderful resource for any online entrepreneur interested in traffic and funnels.

Affiliate Disclosure:

Please note that this Dotcom Secrets review contains affiliate links. I am an independent affiliate of Dotcom Secrets products and not an employee. The review and opinion highlighted in this article are my own and they are in no way official statements by eBusiness4us or Dotcom Secrets.

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Unbiased Review Of Traffic Secrets

Traffic Secrets Review (2023)
Is the Russell Brunson Book
Still Relevant for Traffic
Generation in 2023?

Looking to increase traffic to your website, generate leads, and convert prospects into paying customers? Well, so is every other content creator—from your local café to businesses in the farthest reaches of the internet. We all want a piece of the pie (i.e., online users), but it’s proven to be an elusive endeavor. 

In the shambles of the never-ending challenges in content marketing, one seasoned marketer came up with ideas, strategies, and tricks that he claimed were the “secrets” to increasing traffic and consequently boosting revenue. 

The guy I’m talking about is Brunson Russell (more on who he is later) and he has released a trilogy of “Secrets” books over the years—the latest installment (originally published in 2020) going by the name “Traffic Secrets.” (PS: The Traffic Secrets book is not to be confused with the course, which has a similar name and ownership).

Brunson claims that the book “shows the simple process that we have used to get TENS OF MILLIONS of people to come to our sites every month. It’s a simple strategy that any company could implement, even if they don’t understand what traffic is.”

But does the book deliver on its claim? Does it offer a “simple” solution to the age-old problem that is responsible for some of our sleepless nights? Well, I was as curious as you—so, I took it upon myself to carefully read the book and see if it really offers ‘traffic secrets’ for improved lead generation. 

Read on for an unbiased Traffic Secrets book review—covering everything from the content to its pricing structure and whether or not it’s worth ordering the Russell Brunson book in 2023 and beyond.

The Challenge with Traffic Generation

The Challenge with Traffic Generation

“I need to generate more leads—but I’m not attracting enough traffic to my website!” If this sounds anything like you, take heart in the knowledge that you’re not alone. Generating traffic and leads is arguably one of the most common problems facing marketers today. 

According to statistics, generating traffic and leads has been a thorn in more than 60% of marketers’ campaigns for the last couple of years. 

Source: WordStream

Even as technology advances and content marketing strategies change, the same web traffic generation problem seems to persist.

If anything, it’s now harder for digital marketers to excel in the highly-competitive industry owing to the multitude of options and marketing platforms available today—i.e., it’s hard to ascertain the best avenue to allocate scarce resources.

But whether producing demand for content and attracting prospects is a problem or not, one thing remains certain—increasing traffic is crucial! Regardless of your industry, content marketing strategy, business model, or goals, your personal/business website needs traffic—and marketers agree. 

As shown in HubSpot’s “Not Another State of Marketing Report,” web traffic is only second to sales in terms of metrics used by marketers to measure the success of their content marketing strategies. It’s also the most common metric tracked.

But it’s not just about random web traffic. You also need to be strategic with the traffic you’re generating. You can have the best-designed site with killer content—but if it’s not attracting the right audience, you might as well be flushing your efforts down the drain.

Like millions of other digital marketers, Brunson noticed this enduring problem and sought to offer a solution that may send your online brand soaring above your competition. A solution he calls “Traffic Secrets” – i.e., the title of the Russell Brunson book.

If you want your online business(es) to thrive in 2023 and beyond, implementing the traffic generation secrets he discusses in the book could be a valuable asset in your constant battle to drive and attract qualified leads to your website.

So let’s take a sneak peek behind the cover page to see if the Russell Brunson book is worth your time.

Traffic Secrets Book Summary

  • Full Book Title: Traffic Secrets – The Underground Playbook for Filling Your Websites and Funnels with Your Dream Customers
  • Written by: Russell Brunson
  • Forward by Dean Graziosi
  • Price: FREE (with an asterisk—skip to the pricing section below to find out why)
  • Shipping costs: $9.95 in the United States or $19.95 Internationally
  • Website:

First Thing’s First – Who is Russell Brunson?

In all honesty, the internet is littered with self-appointed gurus who claim to have insider knowledge or tricks to pull ahead in the online game. Most are scammers (for lack of a better word), while others are the real deal. And in my book, the difference between true gurus and wannabes is in their actual results.

So, where does Russell Brunson lie? We don’t want to waste our time with a scam, do we? I’ll list some facts on his proven achievements and let you decide whether you’re willing to read more about his work or close the browser tab.

Notable Achievements by Russell Brunson


He has a humble beginning—from selling supplements, video games, and potato guns online (yes, you read that right, the co-founder of one the biggest SaaS startups in the sale funnel industry sold potato guns—and I think that’s pretty neat. Anyone up for a potato battle royale?). Despite the hurdles in his early shot at online success, he went on to co-found ClickFunnels—a SaaS company that grew to a million-dollar company from scratch in the span of three years. This is the personification of the phrase, “from zero to hero.”

Layer 7

Russell Brunson is the co-founder and CEO of Etison LLC, popularly known as Clickfunnels. It is a software company whose main goal is to empower online entrepreneurs to achieve their full potential through software solutions. Forbes valued ClickFunnels at $360 million as of 2017, with over 100,000 active users leveraging the SaaS product.

Layer 8

Brunson is widely regarded as a sales funnel aficionado and a digital marketing expert, with a knack for racking up the numbers. In an interview at the Mixergy, he said: “Traffic is the next logical progression. So as soon as someone has bought something, in the customer’s mind I believe that problem has been solved, and it’s like, ‘Hey, what’s the new problem that’s been opened up because that problem has been solved?’ That’s the logical upsell.”


He has authored several best-selling books—including “Dotcom Secrets,” (sold over 250,000 copies) “Expert Secrets,” (225,000+ copies sold), and “Traffic Secrets” (over 150,000 copies and counting).

Layer 9

Back in 2018, he held a 90-minute talk at Grant Cardon’s 10X Growth Con. This sounds like any other talk until you learn that he made a whopping $3,000,000 in those 90 minutes. That’s the equivalent of a single game of football (or soccer if you’re American).

Layer 10

As of 2023, his teachings, training, and software, have yielded 737 millionaires – i.e., member of his exclusive Two Comma Club.

If you’ve given the guy your mark approval, let’s see what he offers aspiring marketers. How valuable is Traffic Secrets (Russell Brunson)?

Traffic Secrets Review – What is the Russell Brunson Book About?

If you have the slightest interest in funnels and lead generation/nurturing strategies, there’s a good chance you’ve heard of Russell Brunson’s work and the buzz surrounding his books. Following the success of the other two “Secrets” installments, online chatter hubs were rather ecstatic and gleaming with anticipation prior to the release of Traffic Secrets—and the book did not disappoint.

The selling point of Traffic Secrets is geared towards offering a solution to one of the most problematic hurdles in any content marketing campaign – generating traffic! Navigating the ruthless jungle of online business is hard as it is—so when you toss the issue of low traffic into the broth, it becomes hard to cope. But Russell Brunson did it, right? Why not you?

Traffic Secrets is written in a manner that leverages Brunson’s success to make it even more convincing. I could go on and on about the rhetorical strategies of ethos, pathos, and logos used by the author—but I don’t want to unleash the nerd in me, yet.

For a quick Traffic Secrets book summary, Brunson wrote the book to help entrepreneurs venture into the online wilderness, 

armed with the right marketing skills to make their offering juicy enough to lure potential customers to their website. It mainly focuses on workable strategies for traffic generation to your sales funnel or business website.

Brunson Russell shares the strategies that helped him grow his startup into a million-dollar business—with the hope that you can replicate them to drive traffic to your Podcasts, Instagram, Facebook, YouTube, websites, or sales funnels.

Who Would Benefit from the Traffic Secrets Book?

Do you have an online business? Or does your business have an online presence? If your answer is yes to any of these questions, then Traffic Secrets may offer some useful information for you.

As you’ll soon see in this Traffic Secrets review, the book was written to generate more traffic and leads, anyone in the world of online can leverage its teachings. This includes those in blogging, affiliate marketing, 

freelancing, network marketing, e-commerce, infopreneurs, consultants, online coaches, B2B companies, local businesses, or people attempting to “dip their toes” in online business.

Who Would NOT benefit from the Traffic Secrets Book?

Are you looking for a “get rich quick” trick? If so, Traffic Secrets will disappoint you! The Russell Brunson book focuses on tactics and strategies that help you grind out your success.

Don’t expect to become a millionaire overnight by reading a few pages. Start slow, hone your skill with the help of the book, and claw your way to the top—just like Russell Brunson and members of his Two Commas Club.

Detailed Traffic Secrets Book Review – 20 Web Traffic Generation Secrets

What’s really inside the Traffic Secrets Russell Brunson book? To summarize the contents of the book by Russell Brunson, I’ll list the main topics and highlight the points he discusses in each. Traffic Secrets can be categorized into 3 sections, collectively explaining 20 secrets to generating traffic to your funnels.

Your Dream Customer – SECTION ONE

Who is your ideal customer? And where are they on the internet? This first section expounds on these questions, among others. It highlights the need of researching your possible clients and pinpointing where you’re likely to find them on the internet. Is it on a forum, video sharing, or social media platform?

The logic behind the approach in this section is that different target audiences have different preferences. For example, my grandmother probably doesn’t care about Instagram, but she may be active on Facebook. So if your products appeal to the elderly, you’ll have better luck driving traffic if you focus your content marketing strategies on Facebook.  

“But understanding exactly who your dream customer is, discovering where they’re congregating, and throwing out hooks that will grab their attention to pull them into your funnels (where you can tell them a story and make them an offer) is the strategy. That’s the big secret.”

Excerpt from Traffic Secrets

Brunson also goes ahead to include tips on writing a convincing story-based ad copy and re-target ads (mostly on Facebook)—which can help you attract and connect with your audience across all social media platforms. This is all encompassed in 7 secrets as shown below:


Secret 1: This is a traffic generation secret on how to identify your dream customers—including ways to relate to them on a personal level. This steers your business in the right direction regarding how to best serve clients.


Secret 2: Where is your target audience hiding on the internet? Uncover them and start luring them into your sales funnel.


Secret 3: The 3rd secret highlights ways of capturing the attention of your dream customers and convincing them to listen to your offering. Your story should be good enough to make the prospects stop what they’re doing.


Secret 4: How can you “slap” your message right in front of your target audience? Brunson provides two ways to achieve this for effective online traffic generation.


Secret 5: This is more of a ‘safety net’ secret. It shows you how to secure your marketing efforts against algorithm changes by Facebook, Google, or any other platform.


Secret 6: Brunson claims that this secret holds a “hush-hush” truth that may determine 81% of your potential sales.


Secret 7: This final secret of the first section highlights ways to collaborate and build lasting business relationships with reliable partners.

Fill Your Funnel – SECTION TWO

The 2nd section of the Traffic Secrets Russell Brunson book attempts to explain the different sources of web traffic—including email lists, influencer podcasts, SEO, Google ads, and social media ads.

Brunson also covers the importance of leveraging the power of affiliate marketing to drive traffic. Keep in mind that this is the same strategy that ClickFunnels has effectively employed for years to attain its currently massive following.

Secret 8: This convincingly discusses how to lure your dream customers from anywhere on the internet—including your competitor’s camp. Brunson intends to turn you into a modern “Pied Piper,” minus the tights spotted by the Disney character.

Secret 9: Brunson talks of the need for a consistent marketing strategy. He advises against riding on a “roller-coaster” and gaining a stable foothold in your market.

Secret 10: Which patterns are responsible for your dream audience’s social media activity? Brunson elaborates on a short daily strategy that could significantly rack up your social media following.

Secret 11: Having social media followers is not enough. You need to funnel them into your business vision—and Brunson supposedly has a trick to help you with that.

Secret 12: Lay down plans and strategies to attract prospects of Google rather than chase them—including those who have not heard about you yet.

Secret 13: This is a 6-step guide of tactics Russell uses to serve his dream customers.

Secret 14: Trends come and go, with some being more favorable than others. The 14th secret shows you how to stand tall, regardless of any unfavorable forces/trends in the market.

Secret 15: Learn how to repurpose your content to suit each social media platform.

Growth Hacking – SECTION THREE

The final section of the Traffic Secrets book teaches you how to tap into the YouTube channels and podcasts of other audiences, create an effective affiliate program to promote your services, and design landing pages that convert, to name a few.

Secret 16: Allow your audiences to learn more about your offering, products, company, and everything in between with the help of a “hub” style landing page.

Secret 17: This secret contains 3 strategies to tap into new and existing distribution channels. The objective is to set up your online business for long-term success.

Secret 18: Learn how to create a team of motivated marketers that push your services or products to the market in 5 simple steps.

Secret 19: Cold traffic? No problem! Brunson claims he has a 7-Phased strategy to turn the coldest of traffic into “hot qualifies buyers.” Quite the sizzling stuff!

Secret 20: Brunson caps off the book with 3 “growth hacking” tricks to scale your business.

FREE Bonuses that Come with the Traffic Secrets Book

After buying the book, you also gain access to free bonuses that Brunson claims amount to over $500. These bonuses include:

Let’s Talk Money – How Much is the Traffic Secrets Book?

Get this…cue in the drum roll…the Traffic Secrets Russell Brunson book is FREE (from the official site)! Awesome, right? But before you get too excited, keep in mind that there is a slight catch.

Yes, the book is free—but you’ll have to cover the shipping fees and deal with some upsells that come with the package. Here’s a breakdown of the prices from different vendors.

Official Site (Recommended):
FREE + $9.95 for shipping in the U.S. (or $19.95 internationally), plus a FREE $509.95 bonus

$15.29 for the hardcover (exclusive of shipping cost), $9.99 for the Kindle version, and a free Traffic Secrets audiobook with your Audible subscription.

Book A Million:
$26.99 for the hardcover version or $12.99 for an eBook.

Barnes and Noble:
$26.99 for the hardcover or $12.99 for the NOOK book.

FREE Bonuses that Come with the Traffic Secrets Book

After buying the book, you also gain access to free bonuses that Brunson claims amount to over $500. These Traffic Secrets bonuses include:

30 Day Traffic Secrets Challenge: This bonus feature helps you crank up your engines and get started on your journey. It’s designed to help you save your progress and take the crucial steps necessary to achieve your goals.

Traffic Secret Foundation: This consists of a video where Russell Brunson trains viewers in a live event at the Funnel Hacking (PS: The one-year event could have set you back $997 had you attended). The video highlights the framework and foundation of traffic generation and pulling prospects into your sales funnel.

How to Make A Video Go Viral: Get a peek into the science behind creating videos that pull viewers by the masses as told by Prince EA—a YouTuber with over 3 billion views and 5 million YouTube subscribers.

The Ultimate Unfair Advantage: This Traffic Secrets bonus features a video by Dean Graziosi—who wrote the forward of the Traffic Secrets book and authored best-sellers such as “Millionaire Success Habits” and “The Underdog Advantage.” Graziosi shows you how to drive traffic using a simple DIY tactic.

The Ultimate Traffic Hack: This borrows from strategies used by Peng Joon—who is a top ClickFunnels affiliate. He shares tips and shortcuts to churning enough content to serve you for months in a few days with minimal hassle.

Please note that the Traffic Secrets bonuses discussed above are only available if you order your book from Russell Brunson’s official Traffic Secrets website –and not from any other source.

Does Traffic Secrets Come with Upsells?

Well, yes. Although the book is advertised as “free,” placing an order is swiftly followed by four Traffic Secrets upsells as shown below:

Traffic Secret live event ($97)

A 2-day private event—typically taught to students who pay as much as $25k annually.

The Trilogy Box Set ($197)

This includes DotCom Secrets, Expert Secrets, Traffic Secrets, and Unlock Secrets (i.e., a workbook for the three books mentioned).

Traffic Secret audiobook ($37)

This upsell is inclusive of a Funnel Catcher Report, Perfect Webinar Hack, The 7-day launch funnel, Invisible Traffic funnels, and an Audiobook.

Funnelytics software for funnel tracking ($397)

This is software that allows you to set goals, make plans, and deliver results. The tool can synchronize with other software like Clickfunnels, LeadPages, and ActiveCampaign, among others. Keep in mind that Funnelytics is available for $470/year from the official website—whereas the offer by Brunson is a one-time payment plan of $397.

Pros and Cons of Traffic Secrets Book


The traffic generation secrets covered in the book are evergreen—meaning they’ll apply to most business structures and they’ll be handy for years to come.


For newbies, the book offers great help that will make you understand the importance of traffic generation and guide you on the best strategies for your business.

Weighing all the knowledge it offers, we can say the pricing is fair and affordable. Free is affordable, right?

Judging from the fact that it’s authored by Brunson, who has a similar experience to most aspiring online entrepreneurs and has thrived, it fosters a sense of confidence and trust.

The bonuses are like extra desserts after your first round of desserts.


It does not cover the nitty-gritty of how to go about web traffic generation for specific business scenarios, though that is understandable as the book is designed to be a guide for the majority of people (not special use cases).

The affiliate idea may not work for most businesses. According to Russell, ClickFunnels thrived because of affiliates. But what about companies that cannot afford to pay affiliates for each sale they make?

Traffic Secrets Honors and Testimonials

To say Traffic Secrets has been a success since its release in 2020 would be an understatement. Its long list of achievements includes:

  • New York Times Best Seller (Multi-Week)
  • #1 Wall Street Journal Best Seller (Business)
  • #15 USA Today Best Seller
  • #1 Amazon Best Seller (Kindle Business)
  • #1 Barnes & Noble Best Seller (Overall)
  • #10 Amazon Best Seller (Kindle Overall)

Sales and accolades aside, what is the word on the ground? What do actual buyers of Traffic Secrets think about the book? Are they satisfied with their order or are they wallowing in regret over wasted efforts?

According to the Edelman Trust Barometer Special Report, brand trust is one of the most important factors that determine consumer decisions—yet more and more people are losing trust in most brands. As an online consumer, I strongly concur with this finding and its implications.

Let’s be honest: As rosy as the touted claims by Russell Brunson and the Traffic Secrets book may sound, it’s hard to trust the brand owner without reserving some doubt. For this reason, I turned to the voices that really matter – i.e., other users like me who ordered and read the book. Here’s what they had to say:



Traffic Secrets Book Review – Should You Get a Copy in 2023?

If your business has an online presence and you give two cents about traffic generation, then ordering the book is a no-brainer in my opinion. Brunson’s writing is evergreen, which makes Traffic Secrets as relevant in 2023 as it was when it was launched back in 2020.

Every business, big or small, needs to attract enough traffic to not only thrive but survive in the harsh online landscape. No traffic = no leads = no customers = no sales = your business going under.

As you can tell from this Traffic Secrets review and summary, the book was designed to help you improve your marketing strategy and consequently scale your business to greater heights. So why not order a free copy today and learn the proper way to generate traffic and stand out?

Russell Brunson and tons of other marketers have leveraged the information and thrived, why not you?! Order a copy and gain invaluable knowledge to take your online business to the next level. And who knows, you might be the next member of the coveted Two Comma Club.

Affiliate Disclosure:

Please note that this Traffic Secrets review contains affiliate links. I am an independent affiliate of Traffic Secrets products and not an employee. The review and opinion highlighted in this article are my own and they are in no way official statements by eBusiness4us or Traffic Secrets.

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Expert Secrets Reviewed

Expert Secrets Reviewed – How
Does the Russell Brunson
Book Compare with
DotCom Secrets and
Traffic Secrets

Ever noticed how anything that includes the term “expert” automatically fosters a feeling of confidence in the subsequent information? “Experts share their opinion on…,” “Expert Secrets tips to…,” etc.—such statements make you feel like you’re about to receive life-changing advice from tried-and-tested individuals.

According to the Business Dictionary, an expert is a “Professional who has acquired knowledge and skills through study and practice over the years, in a particular field or subject, to the extent that his or her opinion may be helpful in fact-finding, problem-solving, or understanding of a situation.”

An expert is someone who has what it takes to be a thought leader in his/her industry. Someone who is knowledgeable with a voice that holds weight. Most of us want to attain the level of being called an expert. But how?

The path to becoming an expert demands effort and dedication in a cause. And the best way to achieve this is by learning from other individuals who have walked your path and succeeded. In the words of Tony Robbins, “If you want to be successful, find someone who has achieved the results you want and copy what they do and you’ll achieve the same results.”

In the case of online entrepreneurs concerned with driving traffic and converting prospects, Russell Brunson offers a book, Expert Secrets—in which he claims you can become an expert. As a battle-tested online entrepreneur and self-made millionaire, Brunson shares the secrets to catapult your business to new heights—as he did with his company, ClickFunnels.

In this article, I’ll provide my honest review of Russel Brunson’s Expert Secrets—plus comparisons with his other books, DotCom Secrets, and Traffic Secrets. The aim is to see the type of “expert advice” offered by Brunson through his trilogy of “Secrets” books.

Are you an expert in your business niche? Or do you want to become an expert and grow your business? If so, read on to find out whether the information and tips offered by Russell Brunson can steer you towards the coveted “expert” status.

5 of the Best Books to Turn you into an Online Marketing Expert

Strategic online marketing is the backbone of any online business. The marketing tactics you choose can make or break your business. The cornerstone of a successful online marketing campaign is lead/traffic and conversion.

However, online marketing is a murky domain, and thriving in the industry can be quite frustrating. When this is the case, the best way to navigate this “jungle” is by taking advice from online marketing experts and following the path they chart through their tips. If you’re an entrepreneur looking to boost the earnings and growth of your online business, here are some of the best books to turn into an expert in your industry:

(PS: Every book in this list is authored by a proven digital marketing expert and I find them quite inspirational in their own unique way).

The purpose of the book is in its name—and the wealth of knowledge is between its covers! Russell Brunson, the author of Expert Secrets, shares the secrets to winning in the fiercely competitive online market place. As an enthusiastic marketer driven by an obsession with traffic generation and conversion optimization, Russell draws upon his tested methods to craft an indispensable resource for any aspiring online entrepreneur.

Influence: The Psychology of Persuasion – by Robert Cialdini

What makes potential customers act the way they do? What goes on in the mind of a prospect before he/she commits to whatever you’re selling online? Answers to these questions and more are housed in Robert Cialdini’s Influence: The Phycology of Persuasion. I highly recommend this book to any entrepreneur—regardless of the niche or business model. Although the book was originally released in 1984, it has been updated to reflect current trends in the marketplace—including tips on the power of social proof.

The Dip – Seth Godin

Seth Godin is a staple name in digital marketing and entrepreneurship—and for good reason. As an author, speaker, and avid content creator, Godin has been practicing his trade at the peak for the last 3 decades. Listening to his videos, podcast, or reading through his blog is guaranteed to leave you inspired and ready to tackle the world.

Although he lays claim to nearly 20 books, I feel that The Dip hit home as far as establishing yourself as an expert is concerned. 

The opening quote— “Being the best in the world is seriously underrated.”—lays the foundation for what lies ahead as your comb through the roughly 80-page book. Godin urges readers to be exceptional in what they do—rather than settling in a comfort zone.

Jab, Jab, Jab, Right Hook – by Gary Vaynerchuk

An outspoken character and CEO of VaynerMedia—Gary Vaynerchuk is widely revered as one of the pioneers of modern digital marketing. Jab, Jab, Jab, Right Hook is Gary’s 3rd book and a best seller.  The book highlights strategies and campaigns that should be avoided or employed—based on personal experiences.

Positioning – by Jack Trout and Al Ries

According to Al Ries and Jack Trout, creating a killer marketing message is not enough to establish yourself as an expert. You must position your business—based on your strengths and weaknesses. According to the authors, “Positioning starts with a product…But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.”

Few books on traffic generation and sales funnels—if any—have created more fuss among digital marketers than DotCom Secrets, Expert Secrets, and the recently launched, Traffic Secrets. The books are easily top sellers—and the brainchild of funnel guru, Russell Brunson.

If there’s someone who has time-and-again proven his expertise in selling products online, it has to be Russell. As highlighted earlier, an expert is a thought leader

whose opinion is typically helpful. So, is Russell an expert in his industry?

Run a Google search of keywords such as “sales funnels” and you’re guaranteed to find several entries referring to Russell Brunson or his work. Forbes claims that Brunson has been “revolutionizing the online marketing industry” with his unique approach—and his allure lies in his transparency and “willingness to help those in a crowded space.”

What makes Russell such an outstanding character—as far as online marketing experts are concerned—is what he offers his followers. While other “cheerleaders” are relentlessly pitching fad get-rich-quick money systems, Brunson attempts to guide followers through a tried and tested path. In his quest to empower people through his expert advice, he has helped over 700 ClickFunnels users generate at least $1 million.

Keep in mind that Russell is a self-made online entrepreneur who hails from humble beginnings. From selling supplements, potato guns, and video games online, Brunson leveraged the knowledge, skills, and experience he had accumulated to co-found ClickFunnels—a self-funded SaaS company worth over $300 million. If this doesn’t scream “expert,” I don’t know what does.

It’s clear that Russell Brunson is an expert—but do his books reflect the same? Here’s a breakdown of what is contained in each of his books—with a particular focus on Expert Secrets (for obvious reasons as you can tell from the earlier information).

Expert Secrets in a Nutshell

Book Name (1st Edition): Expert Secrets: The Underground Playbook for Creating a Mass Movement of People Who Will Pay for Your Advice

Book Name (2nd Edition): Expert Secrets: The Underground Playbook for Converting Your Online Visitors into Lifelong Customers

Author: Russell Brunson

Time of Release: 1st Edition was launched in 2017—and the 2nd edition was released in May 2020

Official page: Expert Secrets

Price: FREE excluding shipping—which is $9.95 in the U.S. or $19.95 anywhere else in the world.

Hardcover ISBN: 978-1-4019-6047-6

E-book ISBN: 978-1-4019-6061-2

Audio ISBN: 978-1-4019-6082-7

Number of pages: 359

Who can benefit from Expert Secrets?

Personally, I believe the book suits anyone looking to take his/her business to the next level—and influencing others along the way. Expert Secrets contains nuggets of information that may benefit online influencers, digital marketers, salespeople, coaches, and entrepreneurs. It’s especially useful for:


Users who major in creating sales funnels


Brands that are interested in creating a loyal online following


Anyone who would like to share what they already know to help others and benefit their businesses at the same time


Entrepreneurs who deal with information products such as e-book or online courses


People yearning to be confident thought leaders in their industry

Please Note: As with any other inspiration book or guide, the ideas and tips contained in Russell Brunson’s Expert Secrets will only bear fruit if you actively practice them.

What is Expert Secrets About?

Simply put, Expert Secrets is intended to be a valuable resource for aspiring experts. According to the foreword of the 1st Edition by Robert Kiyosaki—author of Rich Dad Poor Dad—”Expert Secrets is the map that will allow you to turn your specialized knowledge, talents and abilities into a business that will work for you! This is one of the shortcuts of the new rich.”

To give you a better idea of what the book is about, here is a sneak peek into one of the opening pages of my Expert Secrets copy:

You started to read books, study, and experiment with the things you learned, and by doing so you have become who you are today, an Expert. But as most experts soon find, no matter how much personal development you achieve, there will be a point where you can no longer progress. The only way to continue to grow is by helping others become like you. Yes, true growth and fulfillment come from your contribution to others.”

The book has clear and precise guidelines on how to come out of your comfort zone and establishing yourself as an EXPERT. Similar to the teaching of The Dip by Seth Godin (discussed earlier), Expert Secrets aims to push you towards being the best in your industry—which is achievable by honing your skills and sharing your knowledge/abilities with others.

Expert Secrets is about creating a royal following in your niche—being the go-to expert for other aspiring entrepreneurs. This noble objective is presented in the book through real-life examples that demonstrate what it takes to build a great company.

As inspiring as it sounds, the idea of building a brand around a community is not novel. Countless companies have grown into notable empires by banking on their followers. Think of big players such as The Walt Disney Company, Starbucks, Glow Recipe, or even Brunson’s own ClickFunnels—all these companies tend to focus their marketing efforts on fostering a strong community. This begs the question; can you achieve similar results? And more importantly, how?

How does the “SECRETS” Trilogy of Books Compare?

The best things come in trilogies—and you can quote me on that. Movies? We have Back to the Future, The Godfather, Christopher Nolan’s Batman Trilogy, Lord of the Rings, and Mad Max. Books? The Fifth Season, The Girl with the Dragon Tattoo, His Dark Material, or maybe the Hunger Games. With this in mind, when a reputable online marketing expert comes calling with a trilogy of books, the least I can do is give him a chance.

According to Russel Brunson, you can create an “expert business” that’s positioned to thrive in the modern online marketplace by leveraging the advice and strategies in his books—DotCom Secrets, Expert Secrets, and Traffic Secrets. Each book has a different angle, but they all merge into one underlying message—how to sell anything online and grow your business’s revenue and following.

To understand what is contained in each book, here a comparison of Expert Secrets Vs DotCom Secrets, and Expert Secrets Vs Traffic Secrets.

DotCom Secrets Vs Expert Secrets

In Russell Brunson’s first book, DotCom Secrets, he shares the workable processes to build a successful offline or online business. The book—which was published in 2015—quickly become a hit with users in the industry.

Russell’s engaging/intriguing writing tone coupled with the wealth of useful information in the book attracted raving testimonials and positive reviews from readers. Unsurprisingly, DotCom Secrets went on to be a best-seller—same as the 2017 follow-up, Expert Secrets.

DotCom Secrets aims to offer the best strategies and information to create sales funnels that capture leads and convert. According to the book’s prologue—written by the late Dan Kennedy—”In truth, this is a proven playbook for growing your company with effective lead generation and sales/conversion methods, which can be used online and offline.”

DotCom Secrets contains tactics that can help boost the sales for your business. Russell explains how you can determine your target demographic, attracting them to your website or physical company, and convert them into paying customers.

On the other hand, Expert Secrets follows a similar format—but with a different scope and perspective. Whereas the Dotcom Secrets was largely geared towards new business, Russell’s 2nd installment takes a broader stance by covering both new and existing businesses.

Unlike DotCom Secrets, Expert Secrets—which offers the skills on how to share the information you’ve amassed—applies to both online and brick-and-mortar businesses. Whether you’re looking to create your business from scratch or you’re an established business looking to inspire others, Expert Secrets is a useful resource.

In other words, DotCom Secrets is ideal for you if you’re new to the world of sales funnels or if you’ve recently launched (or planning to launch) an online business – i.e., it’s a targeted book. Experts Secrets is similar—just more generalized to cover a larger pool of readers.

Traffic Secrets Vs Expert Secrets

The newest installment in the “Secrets” trilogy is Traffic Secrets—released in 2020. The book covers strategies and workable ways on how you can fill your funnel and website with your dream customers. Russell explains the strategies he personally used to build his multi-million-dollar company in just three years.

Traffic Secrets primarily focuses on…wait for it…Traffic generation (it’s in the name). The information in the latest book by Russel applies to affiliate marketers, bloggers, freelancers, consultants, local businesses, online coaches, 

e-commerce businesses, and any entrepreneurs who give two cents about traffic.

Like DotCom Secrets, Traffic Secrets is rather targeted and usable by a specific niche of users – i.e., online businesses who want to attract customers to their websites or sales funnels and convert them. Yet, unlike DotCom Secrets which focuses on new businesses, Traffic Secrets applies to both new and established businesses—similar to Expert Secrets.

Judging from the content in the trilogy, each book has its individual value—but they are designed to offer a greater impact if used as a collective. I like to think of the trilogy as one big book called “Secrets,” rather than three separate books.

What is Inside Expert Secrets (1st Edition)?

Expert Secrets—allegedly—covers the tricks, tips, and strategies used by these immensely successful companies to set themselves apart in the industry. But since I strongly believe that a book is not great until proven otherwise and seeing is believing, I’ll lay Expert Secrets bare for you to dissect before ordering your copy.

The book is organized into 5 different sections—covering 22 chapters in total. Each chapter goes in-depth into different Experts Secrets that aspiring business owners can leverage.

1st Section – Creating A Mass Movement

Experts are people you look upon for advice and valuable information. This means that to become an expert, there must be actual people who consider what you offer useful. These “fans” encompass the mass movement.

Expert Secrets is centered on creating a tribe of loyal followers and use them to create a highly successful business.

And this is exactly what the first section covers – creating a mass movement. Russell goes on to elaborate some particle steps you can take to create this mass movement: That is:

Making yourself a charismatic leader who is attractive to audiences

Creating and offering your followers an opportunity for change. This starts with giving them solutions to their problems through your products/services and actionable opportunities.

Differentiating yourself as a visionary—focused on the future

Brunson covers these important aspects of creating a mass movement in 3 steps as shown below:

The Charismatic Leader/Attractive Leader

Everyone is born with different traits, personalities, and talents. With this in mind, not everyone is born with a knack for leadership. However, the skillset and mentality needed to be a charismatic character—capable of attracting followers—can be learned. How so?

According to Russell, you can become an attractive leader by identifying your target 

market, finding the most appealing approach to win them over, and writing marketing messages that sell.

The Cause

Let’s assume you manage to master what it takes to be a charismatic leader—how will you convince your target audience to get on board your train? How do you get people passionately involved in your cause?

In this part of Section 1, Russell Brunson explains how to package your message/opportunity and introduce it to audiences in an effective way. This 

includes workable steps that will guide you on how to engage your possible prospects and get them fully involved.

The New Opportunity

Ever felt like you’re giving it your all, but you do not receive the same energy from your target audience? Well, maybe all you need is to nudge your followers in the right direction. In the final part of the first section, Brunson explains the steps you can follow to ensure your followers align with your objectives.

2nd Section – Creating a Belief

Man often becomes what he believes himself to be. If I keep on saying to myself that I cannot do a certain thing, it is possible that I may end by really becoming incapable of doing it. On the contrary, if I shall have the belief that I can do it, I shall surely acquire the capacity to do it, even if I may not have it at the beginning.”

Mahatma Gandhi

If the words of Mahatma Gandhi are anything to go by, much of what we do and who we are is hinged in our belief systems. This also applies to becoming an expert in your field.

If you have honest and compelling beliefs, then it’s likely that your followers will find it easier to embrace the opportunities you offer. Make your beliefs theirs—and watch them turn into loyal followers. By believing in your products/services and purchasing them, your follower can easily become brand advocates.

Russell Brunson divides the process of creating a belief in 6 parts:

The Big Domino

Instilling your beliefs in your target audience is subsequent – i.e., the latter depends on the former. Your “domino chain” begins when you understand where to focus. After that, you inspire, educate, and convince your followers on the need of purchasing your services or products.

The Epiphany Bridge

An epiphany is described as a great realization or striking revelation. It’s one of those moments that a game-changing idea crosses your mind or you achieve a breakthrough. It’s when you understand a situation or a problem from a deeper or new perspective. In creating a loyal following and becoming an expert, you need to create an Epiphany Bridge. Russell shows you practical tips and tools to take advantage of the epiphany. This is possible by learning how to create a podcast, message, or even a video—depending on the most effective way of reaching your target audience.

The Hero’s Two Journey

A well-crafted and strategic story can easily impact the beliefs of an audience. In The Hero’s 2 Journeys, Brunson elaborates on how to ensure your followers relate to your brand—including how to make your message relevant and authentic. If your storytelling skills are good enough, you can theoretically win the hearts of your target audience.

The Epiphany Bridge Script

The Epiphany Bridge Script is a combination of the two parts discussed chapters – i.e. The Epiphany Bridge and The Hero’s 2 Journey. It describes ways of building a strategic script that can suit any business operation.

False Belief Patterns:

A key part of creating favorable beliefs among your followers is by getting rid of any existing beliefs that work against your products/services. In this part in the 2nd Section, Russell goes on to explain simple steps you can use to break your customers’ false belief patterns and convincing them to adopt yours. This is courtesy of the epiphany bridge discussed earlier.

The 3 Secrets

Looking to excel in sales? Well, so does every business—join the bandwagon. But Russell claims to have the three actionable secrets that can drive sales and make you an expert. This final part borrows on the concepts taught in The Epiphany Script.

3rd Section – Your Moral Obligation

Do you know the process you can use to attract new prospects and feed them with the correct information? If not, all the necessary information you need is highlighted in this section. Russell, clearly explains everything you need to know and observe while offering new opportunities to your target audience. This includes:

Improving the level of communication with your followers.

Ways of breaking down the barriers that may be hindering your relationship with prospects.

Ways of welcoming new readers and offering them the correct, precise, clear, and relevant information.

This is all covered in several chapters—with the first two highlighted below:

The Stack Slide

The “Stack Slide” generally aims to help you attract more purchases. It looks at the offering or value you bring to the table—and what makes you different or better than your competitors. According to Brunson, grasping this chapter sets you up for greater marketability and competitiveness.

The Perfect Webinar

You’re probably aware that webinars are high effective mediums to generate leads and sell your offers to prospects. Unsurprisingly, Russell Brunson has time-and-again proven his prowess when it comes to making the most of webinars.

In this part of the Expert Secrets book, Brunson stresses the need of laying out a comprehensive plan to host a killer webinar and convert leads or make sales like an expert.  Going through the “Perfect Webinar” shows you some of the small yet significant mistakes you’ve been making in your sales pitch—and the opportunities you’ve been squandering in the process.

The perfect Webinar is divided into four chapters:

The One thing

Breaking and rebuilding Patterns

The Stack

Trial Closes

Russell digs deep into the process effectively presenting a virtual summit, online course, mastermind programs, or coaching seminar. This section can help you improve your confidence and selling skills—regardless of your business niche or platform (the tips are not exclusive to just webinars).

4th Section – The funnels (*REMOVED in the 2nd Edition)

The name Russell Brunson is nearly synonymous with funnels. He is arguably the most recognizable authority in the world of sales funnels—and why not? He is the co-founder of ClickFunnels (one of the largest companies in the industry) and he has helped thousands of users revolutionize their businesses through the advice he gives in his talks and books.

While the three sections above have equipped you in ways of creating your mass movement, identifying and attracting prospects, and creating a new opportunity–now it’s time to focus on what Brunson knows best, funnels.

This section is divided into 5 chapters, namely:

The perfect Webinar Model

The Four Question Close

The Perfect Webinar Hack

Email Epiphany Funnels

Epiphany Product Launch Funnels

Throughout these chapters, Russell echoes one fundamental message: It possible to create a successful business and make money by going out of your way to help others. That is the core essence of an industry expert.

5th Section – What’s Next? (REMOVED in the 2nd Edition)

With all the information available in Expert Secrets at your fingertips, the final section is a call to action. Russell subtly challenges you to take action and Fill Your Funnel. The aim of the section is to jump-start your journey to becoming an expert. The author goes on to teach you how to drive traffic to your sales funnel.

(PS: This final section ties in closely with both the DotCom Secrets and Traffic Secrets books).

What is the Price of the “Secrets” Trilogy?

All factors considered; the final buying decision comes down to the price! Are DotCom Secrets, Expert Secrets, and Traffic Secrets pocket friendly? Do the books offer value for money? Below is a breakdown of the cost of Russell Brunson’s “Secrets” books:
Official Expert Secrets Website

FREE (you only cover shipping costs of $9.95 in the U.S. or $19.95 internationally)


$21.84 (Hardcover) or $12.99 (Kindle E-Book) – shipping costs not included

Barnes and Noble

$26.99 (Hardcover) or $12.99 (NOOK Book) 0 shipping costs not included

By ordering the book via the official Expert Options website, you become eligible for 5 free bonuses—which total at $585 if purchased separately. These bonuses include:
Expert Evolution ($97):

A presentation on the 5 steps you need to take and frameworks you need to create before establishing yourself as an expert.

Hook, Story, Offer ($97):

Russell teaches you how to get your funnels working by either fixing underperforming funnels or building better ones.

The Perfect Webinar Slides ($197):

These are copies of Brunson’s Keynote and PowerPoint webinar slides—which are based on a proven framework and you can customize them to meet your presentation’s needs.

The 5-minute Perfect Webinar ($97):

Get tried and tested tips from Jaime Cross—who made over $1 million selling lotions and soaps. She takes you through the strategies she developed and implemented to succeed.

30 Day Expert Secrets Challenge ($97):

This is a challenge designed to kickstart your journey to becoming an expert—including the day-to-day roadmap to keep you going.

Cost of DotCom Secrets (2nd Edition)

Official Website: FREE (you only cover shipping costs of $9.95 in the U.S. or $19.95 internationally)


Amazon: $21-74 (Hardcover) or $12.99 (Kindle)


Barnes & Noble: $26.99 (Hardcover) or $12.99 (NOOK Book)

Similar to Expert Secrets, DotCom Secrets comes with 5 Free bonuses as highlighted below:

The 3 Core Funnels eBook ($47)
108 Split Test Winners eBook ($47)
Network Marketing Secrets eBook ($47)
Funnel Audibles ($97)
30-Day DotCom Secrets Challenge ($97)
Cost of Traffic Secrets

Official Site (Recommended): FREE + $9.95 for shipping in the U.S. (or $19.95 internationally)


Amazon: $18.78 (Hardcover) or $12.99 (Kindle)


Barnes and Noble: $26.99 (Hardcover) or $12.99 (NOOK book).

The free bonuses that come with an order of Traffic Secrets from the official site include:
30 Day Challenge
Traffic Secret Foundation
How to Make A Video Go Viral
The Ultimate Unfair Advantage
The Ultimate Traffic Hack
PS: The Traffic Secrets book by Russell Brunson comes with an upsell option that allows you to buy The Secret Trilogy Box Set for $97. This includes Expert Secrets, Traffic Secrets, Dotcom Secrets, and Unlock the Secrets Worksheet.

Pros and Cons of Expert Secrets

Based on an analysis of the Experts Secrets book and the comparison with DotCom Secrets and Traffic Secrets, it’s clear that Brunson covers important aspects of being an expert and creating lifelong customers. But as with most things in life, there is a light and dark side to the Expert Secrets book
Below is an honest breakdown and review of why you should order (or not) the Expert Secrets book by Russell Brunson.


The Book is Well-Written and Easy to Follow: Expert Secrets is quite to comprehend yet informative. The book covers important marketing strategies and concepts in an engaging and simple manner

The book is FREE! For a book that offers actionable tips and secrets of the trade, bagging Expert Secrets for free is a steal. Similar resources typically set you back a couple of bucks.

Russel offers a Money-Back Guarantee: Interestingly, Russell offers to refund your shipping fees if the book does not deliver on its promise. If this does not prove Russell’s level of confidence in his work, I don’t know what will.

Expert Secret is Widely Applicable: The book is ideal for all types of businesses and stages of growth—whether new or established.

Comes with an Audiobook Version: For those of us who are always on the commute or enjoy audio works, the Expert Secrets Audiobook is a great addition. It is also convenient for users with vision problems.

The Information Available in the Book is Quite Useful: The information provided by Russell Brunson is genuinely useful. The co-founder of ClickFunnels goes out of his way to share his secrets to success with anyone who cares to listen. Considering he does this for Free only adds credibility to his tips.


The shipping period of up to 15 days is rather long.






The shipping costs of $9.95 in the U.S. or $19.95 in any other country are on the higher side—though we can’t really afford to complain when the book is free.







The strategies in the book are action-oriented. This means that you grind it out before seeing any real results. While I don’t mind investing my time and resources in a noble cause, not every user is for the idea.


What is a review without testimonials from actual buyers of the Expert Secrets book? User reviews and testimonials are a great way of exposing a brand for what it really is. The experiences of people who have been in your shoes are arguably the most reliable way to rate a product and make an informed buying decision.
Here are some of the testimonials of each book in the “Secrets” trilogy.

Testimonials of Expert Secrets

Testimonials of DotCom Secrets

Testimonials of Traffic Secrets

Frequently Asked Questions on Expert Secrets

In an attempt to offer useful tips and ease any confusion here are some of the Frequently Asked Questions (FAQs)—with regard to Expert Secrets. I hope this information proves useful in your buying decision.

Where can I Order the Expert Secrets Book?

The book is available on several online platforms such as Amazon and Barnes & Noble. However, the easiest and most cost-effective avenue to order the book is through the official website—where it’s free and comes with bonuses.


Do I Have to Purchase a ClickFunnels Subscription to Make the Most of the Expert Secrets Book?


Not really. Although ClickFunnels and Expert Secrets are credited to the same person, they are different products. Expert Secrets, DotCom Secrets, and Traffic Secrets are not part of ClickFunnels—but they contain information to help make the most of the SaaS software.

Which Book Should You Read First – DotCom Secrets or Experts Secrets?

This is actually a pretty common question among users. Although DotCom Secrets was released 2 years before Expert Secrets, Russell Brunson recommends you start off with the latter. In the official “Secrets Trilogy” website the specific order of reading the books is:

But why not read the books in order of their release dates? Well, I wish I could as George Lucas a similar question regarding the order of his Star Wars franchise.

The book Expert Secrets gives information on how to identify, establish connections, prove your worth by showing your expertise, and the several ways to market yourself to the followers you just lured. These are beginner steps that set you up for the next books.

In Dotcom Secrets, Russell focuses on the ways of building a strategic communication medium (messages and webinars), telling stories through them, and creating funnels afterward. These are processes that are more relevant/effective after implementing strategies in Expert Secrets.