DotCom Secrets Challenge

WELCOME TO YOUR
30-DAY DOTCOM SECRETS

CHALLENGE
disclaimer
Copyright © 2020 Etison, LLC
All rights reserved. No part of this guide may be reproduced by

any mechanical, photographic, or electronic process, or in the
form of a phonographic recording; nor may it be stored in a
retrieval system, transmitted, or otherwise be copied for public
or private use—other than for “fair use” as brief quotations
embodied in articles and reviews—without prior written
permission of the author.
The author of this guide does not dispense business advice, only
offers information of a general nature to help you in your quest
for business success. This guide is not designed to be a
definitive guide or to take the place of advice from a qualified
professional, and there is no guarantee that the methods
suggested in this guide will be successful, owing to the risk that
is involved in business of almost any kind. Thus, the author does
not assume liability for any losses that may be sustained by the
use of the methods described in this guide, and any such liability
is hereby expressly disclaimed. In the event you use any of the
information in this guide for yourself, the author assumes no
responsibility for your actions.
ABOUT THE AUTHOR
russell BRUNSON started his first online company while he

was wrestling in college. Within a year of graduation, he had
sold over a million dollars of his own products and services from
his basement. Over the past 15 years, he has built a following of
over a million entrepreneurs, sold hundreds of thousands of
copies of his books, popularized the concept of sales funnels,
and co-founded the software company ClickFunnels, which has
helped tens of thousands of entrepreneurs quickly get their
message out to the marketplace. He lives in Idaho with his
family, and you can visit him online at RussellBrunson.com.
WELCOME!
thank you for buying my first book in the new Secrets trilogy:
DotCom Secrets: The Underground Playbook for Growing Your
Company Online with Sales Funnels.
DotCom Secrets is not just another “how-to” book on internet

marketing.
This book is NOT about getting more traffic to your website—yet

the secrets I’m going to share will help you to get exponentially
MORE traffic than ever before.
This book is NOT about increasing your conversions—yet these

secrets will increase your conversions MORE than any headline
tweak or split test you could ever hope to make.
This book will give you access to all the processes, funnels,
frameworks, and scripts that we use to scale our companies
online so you can fix your funnel and turn it into the most
profitable member of your team! - Russell Brunson
HOW TO USE THIS GUIDE
YOU'LL LEARN 4 key strategies as you go through this 30-Day
DotCom Secrets Challenge: how to use the Secret Formula to find
your dream customers; refine your hooks, stories, and offers; create
your value ladder, & establish yourself as the Attractive Character.
the secret formula

hook, story, offer
the value ladder
the attractive character
TO GET STARTED, simply turn the page! Each day, you'll find 4
easy steps to accomplish your daily challenge tasks. To complete
your challenge, read the first 4 chapters of your book while you
complete the easy workbook activities. (Note: Please disregard
page #s on workbook pages. To get the rest of the workbook
activities, go to SecretsTrilogy.com to order the box set with
the Unlock the Secrets Workbook.) We look forward to hearing all
about your results during this challenge!
step #1: READ THE DOTCOM SECRETS BOOK

step #2: DO YOUR WORKBOOK ACTIVITIES
step #3: IMPLEMENT WHAT YOU'VE LEARNED
STEP #4: POST ON SOCIAL MEDIA
YOUR TASKS before
the challenge begins
Foreword, Preface, and Note to the Reader
Pages: xi-xviii
step #2: COMPLETE THE FOLLOWING TASK TO

PREPARE FOR YOUR 30-DAY DOTCOM SECRETS
CHALLENGE
Print out this guide (you can enlarge it to 8.5"x11")
step #4: POST ON SOCIAL MEDIA

Let your audience know about your upcoming 30-Day
DotCom Secrets Challenge and what you're excited
about
© Etison, LLC
the secret formula
- DAY 1 -
Introduction
Pages: xix-xxvii
step #2: COMPLETE YOUR WORKBOOK ACTIVITIES

No workbook activities today

Share your results and thoughts about your
experience with today's challenge task
We'd love to see a fun picture or video of you
holding the book and talking about the challenge!
© Etison, LLC
the secret formula
- DAY 2 -
Section One: Sales Funnel Secrets
Pages: 1-15

No workbook activities today

© Etison, LLC
the secret formula
- DAY 3 -
Secret #1: The Secret Formula
Pages: 16-22

Question #1: Who Is Your Dream Customer?

© Etison, LLC
D o t Co m S ecre t s: S e cre t #1
QUESTION #1: WHO IS YOUR

DREAM CUSTOMER?
Who do you actually want to work with? If you could pick your
dream customers, picture those people in your mind. Read John
Lee Dumas’s description of his dream listener, then write in your
own description of your dream customer. When finished, search
Google Images for your dream customer’s name and characteristics
and print out a picture that best represents your dream customer.
Cut out the image and glue it in this workbook. Repeat this process
for both your male and female dream customers.
From John Lee Dumas: His Dream

Listener (aka Dream Customer)
"My (dream) listener (or my avatar) is Jimmy. He’s 37 years old,

and he has a wife and two kids ages three to five. He drives by
himself to work every single day. It’s a 25-minute commute to
work. He gets to a cubicle at a job he hates for 9 hours. He gets
done with his job, drives home, and it’s a 35-minute commute
home. He gets stuck in a little bit of traffic. He gets home and
hangs out with his kids, has dinner with his family, puts his kids
to bed, hangs out with his wife, and then he has a little Jimmy
pity party at the end of every single night because he’s sitting on
the couch asking himself, 'Why do I spend 90% of my waking
hours doing things that I don’t enjoy doing—commuting to a
job I don’t like, being at a job I don’t like, commuting home—
and only 10% of my waking hours doing things that I love, like
spending time with my kids and my family?'"
9
UN LOCK T HE S ECR E TS
Name:
glue image of your

dream customer here
10
Name:
glue image of your

dream customer here
11
the secret formula
- DAY 4 -
Pages: 22-25

Question #2: Where Are They Congregating?

© Etison, LLC
QUESTION #2: WHERE ARE

THEY CONGREGATING?
Where are your dream customers congregating? Write down as

many ideas below as you can think of. Later, in Secret #2 (Traffic
Secrets) in this workbook, you’ll dive deeper into finding your
dream customers. When you get to that section in the workbook,
you should copy this list below into the corresponding Dream 100
sections.
Websites
What are the top websites that your dream customers already go to?
12
Forums & Message Boards
What forums or message boards do they participate in?
Facebook Groups
What are the Facebook groups they participate in?
Influencers
Who are the influencers they follow on Facebook and Instagram?
13
Podcasts
What podcasts do they listen to?
Email Newsletters
What are the email newsletters they are subscribed to?
Blogs
What blogs do they read?
14
YouTube Channels
What channels are they following on YouTube?
Keywords
What keywords are they searching for in Google to find information?
15
the secret formula
- DAY 5 -
Pages: 25-26

Question #3: What Is the Bait That You Can Use to
Attract Them to You?

© Etison, LLC
QUESTION #3: WHAT IS THE BAIT THAT YOU

CAN USE TO ATTRACT THEM TO YOU?
What bait will attract your dream customers and repel everyone
else? Write down as many ideas below on possible bait (products or
services) that would attract your dream customers.
16
the secret formula
- DAY 6 -
Pages: 26-27

Question #4: What Is the Unique Result That You
Can Create for Them?

© Etison, LLC
QUESTION #4: WHAT IS THE UNIQUE RESULT

THAT YOU CAN CREATE FOR THEM?
What unique result can you help your dream customers achieve?
Write down the result that you're uniquely qualified to help
them achieve.
17
HOOK, STORY, OFFER
- DAY 7 -
No reading today

No workbook activities today. Instead, watch this
video (start at 37:55) for more info on hook, story,
offer: www.tinyurl.com/hookstoryoffer

© Etison, LLC
HOOK, STORY, OFFER
- DAY 8 -
Secret #2: Hook, Story, Offer
Pages 28-40

Creating Your Offer

© Etison, LLC
CREATING YOUR OFFER
How can you make your offer irresistible? The goal of an offer in
its most simple form is to:
Increase the perceived value of what is being sold.

Make the thing being sold unique to you, and only available
within this special offer.
STEP #1
Brainstorm as many different ideas that you can come up with

for other things that you could give your dream customer to help
guarantee their success.
Note: Keep adding to this list as you go through this workbook
and think up new products and services you can sell.

21

22

23

24
STEP #2
From those ideas, what elements could you take to create an

irresistible offer? Choose one of the products or services you wrote
down in the previous exercise and use this form to create a possible
offer for it. Write in the core product or service you’d be selling, add
bonus items to increase the value, write in the values of each item,
and total all the values. If the total value isn’t 10 times more than
what you want to sell it for, add more bonuses. When the total value
is 10 times the price you’ll charge, you have an irresistible offer!
What You’re Gonna Get . . .
$
Core: Value:
$
Bonus: Value:
$
Bonus: Value:
$
Bonus: Value:
$
Bonus: Value:
25
HOOK, STORY, OFFER
- DAY 9 -
No reading today

No workbook activities today. Instead, tell your
audience about your offer and ask them if it's
something they would like. Remember: Share your
offer in this format: Hook your audience, share a
story to increase the value of your offer, then
share your offer. (If you have the offer available for
purchase, then ask them to buy it.)

© Etison, LLC
HOOK, STORY, OFFER
- DAY 10 -
Pages 40-42

Story Selling

© Etison, LLC
STORY SELLING
What is the story you could tell about the offer you just made?
Write down the story that would help to sell your offer.
26
HOOK, STORY, OFFER
- DAY 11 -
No reading today

No workbook activities today. Instead, share
stories with your audience today. See which
stories draw them in and continue using stories
that they respond well to.

© Etison, LLC
HOOK, STORY, OFFER
- DAY 12 -
Pages 43-45

Hooks

© Etison, LLC
HOOKS
What hooks would grab your dream customer’s attention for the
offer you just created? List a dozen different hook ideas you could
use to get someone to want to listen to your story.
27
HOOK, STORY, OFFER
- DAY 13 -
No reading today

No workbook activities today. Instead, try out your
hooks on your audience today. See what they
respond to and continue using hooks that they
respond well to.

© Etison, LLC
HOOK, STORY, OFFER
- DAY 14 -
No reading today

No workbook activities today. Again, try out your
hooks on your audience today. See what they
respond to and continue using hooks that they
respond well to.

© Etison, LLC
THE VALUE LADDER
- DAY 15 -
Secret #3: The Value Ladder
Pages 46-51

Value Ladder Mission Statement

© Etison, LLC
VALUE LADDER MISSION STATEMENT
What is the unique result that you can create for them? Fill in the
form below to create your Value Ladder Mission Statement.
Who are the dream customers you want to serve?
What is the result that you can provide for your dream
customers? What is it that they have been unsuccessfully trying
to accomplish before entering your world that you know you can
solve when you have a chance to serve them?
31
What is your new opportunity that you want to offer them?

What is the offer that you are providing them that is different
from the things they have tried in the past when attempting to
achieve this same result?
Sample: Value Ladder Mission Statement
We help visionary entrepreneurs to grow their

companies through sales funnels.
Your Value Ladder Mission Statement
(insert “who”)
(insert “result they want to achieve”)
(insert “your new opportunity”)
32
THE VALUE LADDER
- DAY 16 -
Secret #3: The Value Ladder
Pages 51-70

Your Value Ladder

© Etison, LLC
YOUR VALUE LADDER
What does your value ladder look like? Review your list you created
in Secret #2 (DotCom Secrets) in this workbook and add more
products and services if needed. Then write in one core product or
service for each step of your value ladder that you’ll use to attract
your dream customer.
Note: Update this as needed after you go through Section Two
(DotCom Secrets) in this workbook.
Free Offer
Your Core Product/Service:
Best Tip or Tool
Front-End Offer ($1–$100)
Best-selling
Product/Service
33
Mid-Priced Offer ($100–$2,000)
What You Really

Want to Sell
Back-End Offer ($2,000+)
#1 Way to
Achieve Dream
Result
34
THE ATTRACTIVE CHARACTER
- DAY 17 -
Secret #4: The Attractive Character
Pages 71-74

Your Attractive Character: Elements

© Etison, LLC
YOUR ATTRACTIVE CHARACTER
Who is your Attractive Character? Fill in the form below to clearly

define your Attractive Character.
ATTRACTIVE CHARACTER
Name:
Dream Customers:
ELEMENTS
Backstory (the journey that got your Attractive Character to

where he/she is today):
Parable (a story that helps your dream customers understand

an important point):
Character Flaws (the flaws that are shared to help your Attractive
Character become more relatable to your dream customers):
37
Polarity (the beliefs your Attractive Character holds to attract

your dream customers and repel everyone else):
IDENTITY
Check One:
F Leader F Reporter
F Adventurer F Reluctant Hero
Why does your Attractive Character have that identity?
38
- DAY 18 -
Pages 74-75

Your Attractive Character: Backstory

© Etison, LLC
- DAY 19 -
Pages 75-77

Your Attractive Character: Parable

© Etison, LLC
- DAY 20 -
Pages 77-78

Your Attractive Character: Character Flaws

© Etison, LLC
- DAY 21 -
Pages 78-79

Your Attractive Character: Polarity

© Etison, LLC
- DAY 22 -
Pages 79-81

Your Attractive Character: Identity

© Etison, LLC
- DAY 23 -
Page 81

Attractive Character Story Lines: Loss &
Redemption

© Etison, LLC
ATTRACTIVE CHARACTER STORY LINES
What story lines do you have to share with your dream customers?
Write down as many ideas as you can think of.
Loss and Redemption
Us vs. Them
Before and After
39
Amazing Discovery
Secret Telling
Third-Person Testimonial
40
- DAY 24 -
Page 81

Attractive Character Story Lines: Us vs. Them

© Etison, LLC
- DAY 25 -
Page 82

Attractive Character Story Lines: Before and After

© Etison, LLC
- DAY 26 -
Page 82

Attractive Character Story Lines: Amazing
Discovery

© Etison, LLC
- DAY 27 -
Page 82

Attractive Character Story Lines: Secret Telling

© Etison, LLC
- DAY 28 -
Page 82-87

Attractive Character Story Lines: Third-Person
Testimonial

© Etison, LLC
- DAY 29 -
No workbook activities today. Instead, go to
www.onefunnelaway.com and learn how we can
continue helping you to grow your audience, turn
your dream customers into raving fans, and build
the life of your dreams. Then, we invite you to join
the 30-day One Funnel Away Challenge to get
daily step-by-step training & accountability!

© Etison, LLC
congratulations
for completing your
30-day dotcom secrets challenge!
- DAY 30 -
Thank you for buying DotCom Secrets. As you've read DotCom

Secrets and participated in the challenge, we hope you've enjoyed
learning how to use the Secret Formula to find your dream
customers; refine your hooks, stories, and offers; create your
value ladder, and establish yourself as the Attractive Character.

Share your last thoughts and
overall results with your 30-day
DotCom Secrets Challenge
step #2: CONTINUE LEARNING

Want to continue your learning?
Go to www.SecretsTrilogy.com
to get my other books including Unlock the Secrets Workbook!
© Etison, LLC

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WELCOME TO YOUR

30-DAY DOTCOM SECRETS

All rights reserved. No part of this guide may be reproduced by

russell BRUNSON started his first online company while he

DotCom Secrets is not just another “how-to” book on internet

This book is NOT about getting more traffic to your website—yet

This book is NOT about increasing your conversions—yet these

the secret formula

step #1: READ THE DOTCOM SECRETS BOOK

step #2: COMPLETE THE FOLLOWING TASK TO

step #3: IMPLEMENT WHAT YOU'VE LEARNED

step #4: POST ON SOCIAL MEDIA

step #2: COMPLETE YOUR WORKBOOK ACTIVITIES

step #3: IMPLEMENT WHAT YOU'VE LEARNED

step #4: POST ON SOCIAL MEDIA

step #2: COMPLETE YOUR WORKBOOK ACTIVITIES

step #3: IMPLEMENT WHAT YOU'VE LEARNED

step #4: POST ON SOCIAL MEDIA

step #2: COMPLETE YOUR WORKBOOK ACTIVITIES

step #3: IMPLEMENT WHAT YOU'VE LEARNED

step #4: POST ON SOCIAL MEDIA

QUESTION #1: WHO IS YOUR

From John Lee Dumas: His Dream

"My (dream) listener (or my avatar) is Jimmy. He’s 37 years old,

glue image of your

glue image of your

step #2: COMPLETE YOUR WORKBOOK ACTIVITIES

step #3: IMPLEMENT WHAT YOU'VE LEARNED

step #4: POST ON SOCIAL MEDIA

QUESTION #2: WHERE ARE

Where are your dream customers congregating? Write down as

Forums & Message Boards

What forums or message boards do they participate in?

What are the Facebook groups they participate in?

Who are the influencers they follow on Facebook and Instagram?

What podcasts do they listen to?

What are the email newsletters they are subscribed to?

What blogs do they read?

What channels are they following on YouTube?

What keywords are they searching for in Google to find information?

step #2: COMPLETE YOUR WORKBOOK ACTIVITIES

step #3: IMPLEMENT WHAT YOU'VE LEARNED

step #4: POST ON SOCIAL MEDIA

QUESTION #3: WHAT IS THE BAIT THAT YOU

step #2: COMPLETE YOUR WORKBOOK ACTIVITIES

step #3: IMPLEMENT WHAT YOU'VE LEARNED

step #4: POST ON SOCIAL MEDIA

QUESTION #4: WHAT IS THE UNIQUE RESULT

step #2: COMPLETE YOUR WORKBOOK ACTIVITIES

step #3: IMPLEMENT WHAT YOU'VE LEARNED

step #4: POST ON SOCIAL MEDIA

step #2: COMPLETE YOUR WORKBOOK ACTIVITIES

step #3: IMPLEMENT WHAT YOU'VE LEARNED

step #4: POST ON SOCIAL MEDIA

CREATING YOUR OFFER

 Increase the perceived value of what is being sold.

Brainstorm as many different ideas that you can come up with

From those ideas, what elements could you take to create an

What You’re Gonna Get . . .

step #2: COMPLETE YOUR WORKBOOK ACTIVITIES

step #3: IMPLEMENT WHAT YOU'VE LEARNED

step #4: POST ON SOCIAL MEDIA

step #2: COMPLETE YOUR WORKBOOK ACTIVITIES

step #3: IMPLEMENT WHAT YOU'VE LEARNED

Increase the perceived value of what is being sold.