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The Secret Formula 🤐


One of the first chapters in my book, DotCom Secrets, is (in my opinion) one of the most important.

It’s called “The Secret Formula”

And it’s all about the foundational questions that every entrepreneur needs to ask themselves before embarking on a business venture. This formula is not just a set of questions but a roadmap, a guide to understanding your audience and how to provide them with real, enduring value.

In my early days, I was chasing shadows, trying to cater to everyone and spreading myself thin. But success came when I focused my efforts and found the answers to these four questions:

Who are your dream customers? — This question changed my entire business perspective. I realized I didn’t want to sell to just anyone. I wanted to reach people who were passionate, driven, and shared my vision. Understanding who your dream customer is, what drives them, their needs, and their pain points, is the first step towards a successful business. Here’s a great video that’ll teach you how to create a customer avatar!

Where can you find your dream customers? — Once you know who your dream customer is, you need to discover where they hang out online. For me, it was a revelation to find that my dream customers were in certain social media groups, specific forums, and following certain influencers. Check this article out to learn more!

What bait will attract them? — When I knew who my dream customers were and where to find them, I had to create a compelling reason for them to engage with me. This bait has to be irresistible to your dream customer, it should be something that solves an immediate problem for them. For me, that bait was my first free eBook! Here are some tips for creating your lead magnet!

What results do you want to provide for them? — Last but not least, defining the transformation or the value you want to provide to your customers is critical. I started by offering a single product, but soon realized that to truly serve my customers, I needed to offer a range of products and services at different price points – thus my value ladder was born. Here are some juicy details on creating your very own value ladder!

This “Secret Formula” isn’t just a strategy, it's a way to ensure that your business is built on a foundation of delivering real value to your customers.

It’s not about selling; it’s about serving. 🙂

I believe that the Secret Formula is the key to unlocking your business potential, the beacon that can guide you towards incredible success. It's been a game-changer for me, and I am confident it can be the same for you.

Until next time, remember - every business is just one funnel away from success,

Russell Brunson

P.S. You can nab my book, DotCom Secrets, for free over here — I share all the juicy details about this Secret Formula (and lots more) inside!


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