Dotcom Secrets: The Sales Funnel Book I Wish I’d Written

Every once in a while I encounter a book that I read from cover to cover and thing, “I wish I wrote that.”

It doesn’t happen a lot. But when it does happen, I usually read the book a second time and take a ton of notes.

Such was the case with this book, DotCom Secrets by Russell Brunson.

Aaron Hoos

When I wrote my book, The Sales Funnel Bible, not a lot of people had heard of sales funnels. I usually had to spend time answering questions like, “What is a sales funnel?” before I could dig into how to improve your business with your sales funnel.

But funnels are big now. Really big. And among those raising awareness of funnels is Russell Brunson. He has a piece of software called “ClickFunnels” that businesses can use to market and sell their products and services. It’s kind of a plug-and-play all-in-one software.

And, to help him promote ClickFunnels, he has heavily marketed this book to describe funnels (and get people to buy ClickFunnels).

And the book is excellent. It’s simple to understand, incredibly practical, versatile for many businesses, and includes templates and scripts. The templates and scripts are worth well more than the price of the book.

Now, I’m not going to rush out and trash all the copies of The Sales Funnel Bible. I take a different approach: a little higher level, a little broader (outside of the scope of online businesses), a bit more strategic in some ways, a bit more tactical in others.

But Brunson’s book is a solid start for someone who is learning about sales funnels and how the can improve a business. It’s simple, elegant, visually appealing, and highly actionable. I wish I’d written it.

You can buy it here on Amazon if you want…

Most People Start Businesses This “Backwards” Way (Here’s What To Do Instead)

When it comes to starting a business, there’s the simple, straightforward way that is more likely to succeed… and then there’s the way that most people do it.

Aaron Hoos

When I was a kid, I wanted to start a business. I thought about it constantly!

And my thoughts always started in the same place: what should I sell?

When my mind drew a blank I thought I was destined for a 9-5 job!

Problem is, that’s the backwards way to think about it. Yet, that’s how many aspiring entrepreneurs (not just me!) start their thought process. They think about what they should sell first. They try to come up with a product or service. They try to invent a product or innovate a new way of doing something.

This doesn’t work because it’s so wide open. It’s too hazy of a starting point and could go in any direction (often the wrong direction!)

It wasn’t until I was well into my career as a freelancer — having already started and failed once as a freelance writer, then picked myself up and started again — that I realized the better way to start a business…

Here’s How To Start A Business — The Better Way…

Start with an audience. Find a group of people that you are familiar with, or have a network around, or who you can connect with.

Get to know them. Really well. Find out everything you can about them. (If you pick the right group of people, this will go fast because you already know them well.

Identify a problem they have. Everyone has problems, challenges, obstacles, unfulfilled goals. Find the biggest burning problems they have.

Solve that problem. Figure out how to solve their problem. Maybe through a skill you have, maybe through a product you can make or import, maybe through a connection you have in your network or a relationship you can go out to build.

That’s it.

What? Were you looking for something more complicated than that? It’s not more complicated than that but most people make it more complicated than that.

Just find a problem that you can solve, and solve it. Period. Build a sales funnel around that solution and boom! You have a business.

If you do that for your network of people, and then expand it out to serve other similar clients, you can build up a solid business that gives you a comfortable life… or even more!

And this method works because it ensures that people will more likely pay for your solution (compared to the alternative of you identifying something to sell but not finding anyone to pay for it).

Of course you’ll want to use your skills and other advantages to solve the problem. If you identify an audience with a problem that you can’t solve, either find someone else to solve it or find a different problem or even a different audience. There needs to be alignment between what your audience needs and what you can do. But the key here is to start with the problem and work backwards toward yourself.

For The Naysayers

Some of you will point out something like, “well my cousin’s friend’s uncle started with a product and he’s doing really well.”

Great. Good for him. There’s always an exception to the rule. But chances are, the product that he brought to market did already solve a problem for a specific audience, he just lucked out by not identifying the audience and their problem explicitly first.

I found the same thing in my first foray into freelance writing: I still made money; I still had clients. But I struggled (and ultimately failed) because I didn’t solve one audience’s problem. And then the second time I started freelancing, I lucked into an audience that needed my services. Only later did I realize that I should start with the audience and their problem… and as soon as I focused on that, my business shifted dramatically.

I see this happening all the time with entrepreneurs: the ones who start with the product will struggle and may or may not (probably not) succeed; meanwhile, the ones who start with the audience and their problem dramatically increase the likelihood of success.

Summary

If you want to start a new business or grow an existing one, I’m convinced that the fastest, simplest, and most profitable way to do it is to go backwards from the way everyone else is doing it. Start with an audience and their problem, and solve it.

 


Aaron Hoos, writerAaron Hoos is a writer, strategist, and investor who builds and optimizes profitable sales funnels. He’s the author of several books, including The Sales Funnel Bible.

Social Media Business Hour Podcast: Learn The Secrets Of Profitable Sales Funnels And Copywriting

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I was familiar with Nile Nickel’s Social Media Business Hour podcast so I was honored to be invited on as a guest. We covered a lot of ground and the podcast went by so quickly!

We talked about how a sales funnel should be defined (most people define it incorrectly), and the importance of an intentional sales funnel, rather than a sales funnel that grows organically and exists by default. We talk about how I got into sales funnels in the first place and what attracted me to profitable sales funnels as one of the most compelling opportunities for business owners and entrepreneurs. Then, since the podcast is about social media, I connected it back to social media and showed how your sales funnel needs to exist even in your social content. Then I shared (overshared?) my formula for creating amazing headlines — this piece was really valuable for Nile’s audience!

Click here to listen to my interview with Nile Nickel about profitable sales funnels and copywriting

Want to interview me on your podcast? Click here to learn how to book me as a guest.

Secrets Of Business Mastery Podcast: The Future Of Copy

Aaron Hoos

It was my sincere privilege to be on this podcast with a great friend, client, and mentor — Mike Agugliaro.

Mike has an amazing story: he was a New Jersey electrician who struggled in his early business and nearly shut his business down before he made a big change: he started studying what makes other businesses successful and that was the catalyst that skyrocketed him from making less than $1 million a year to well over $28 million a year.

Today he is a force to be reckoned with in the home service industry and he still runs his home service business while also coaching other service business owners (electricians, plumbers, HVAC techs, etc.) to massive growth. He’s like a bad-ass Tony Robbins for the home service industry.

On his podcast, we talk about copywriting and sales funnels, including…

  • Identifying preferred customers
  • Empowering and disempowering words
  • Strategic copy
  • Dealing with objections

… and more.

Click here to listen to my interview with Mike Agugliaro about the future of copy

Want to interview me on your podcast? Click here to learn how to book me as a guest.

Speaking Of Wealth Podcast: Sales Copy With REI Focus

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I was booked to to be interviewed by Jason Hartman, a real estate investing expert and a very prolific podcaster. By coincidence, we both ended up at the same conference just a week or two before our podcast interview. It was great to meet Jason in person and it actually helped us have a better podcast because we were more comfortable speaking together, plus he already knew a bit more about what I do.

In his podcast we talked about the importance of copywriting and sales funnels, particularly as they pertain to real estate investors.

Click here to listen to my interview with Jason Hartman about sales copy with an REI focus

Want to interview me on your podcast? Click here to learn how to book me as a guest.