In DotCom Secrets, you read exactly what sales funnels are, and just how they can help you market your services and products online.
If you haven’t finished reading DotCom Secrets yet, then you need to go ahead and do that.
But if you’ve finished reading one of my favorite books, then you need to follow that up by grabbing Expert Secrets: The Underground Playbook For Creating a Mass Movement of People Who Will Pay For Your Advice.
Inside, you will find all of the keys for creating a tribe of loyal followers, who resonate with your own message and avail of your services and products.
Sounds intriguing?
Then continue reading this Expert Secrets overview and find out why I believe Russell Brunson’s latest book is another must read book for any entrepreneur.
What is Expert Secrets?Expert Marketing Secrets
Expert Secrets is the follow-up to Russell Brunson’s best selling DotCom Secrets book. Expert Marketing Secrets
It had been published in 2017 and comes in at 265 pages long.
The book is all about creating your own following. How do you do this? By becoming a specialist and coming up with a message that could change someone else’s life.
In Russell’s signature style, you’re going to receive plenty of examples and stories where he illustrates how he created his own faithful following that turned ClickFunnels into a $100 million company.
At the time of this article, Expert Secrets has 4.5 stars and 150 customer reviews on Amazon.
A look inside Expert Secrets
Section 1: Creating your Mass Movement
Russell starts the meat of the book by explaining how to create your mass movement.
As the online world becomes increasingly saturated, you can not just put something online and expect it to sell. You have to understand how to pull a viewer, turn them into raving fans, and make them excited to buy whatever you have to offer.
People won’t buy from people they do not know. So it’s imperative that you set yourself as someone who can serve the people you’re trying to reach.
A movement always needs a leader and it’s all up to you to direct your movement. Russell breaks down exactly the way to do this together with all the consequences that result from establishing yourself as the ideal person to lead them.
If you’re thinking “how do I know what my movement is?”, then this section will be crucial for you. He breaks down how to pinpoint your audience so you can figure out who fits best in your market.
You will also learn:
– The 3 major markets
– Sub-markets of the major market you are in
– And lastly… your niche!
Once you’ve carved out your place in your specialty, you can begin to construct your movement quite easily.
Even if you don’t have a specialty in mind right now, Russell shares a few key tips you can use to identify what market you’d enjoy being a leader in!
More to the point, Russell breaks down how you’re able to become an Attractive Character.
He explains how to use the Elements to describe the Identity. He goes through each element and identity so that you may find the one that fits you the best.
Once you figure this out, it really makes building your movement a lot easier because you understand exactly how to create your content and funnels based on it.
In this segment, Russell shares some great strategies like:
– One Sentence Persuasion
– Building your”cult-ure”
– Coming up with a new opportunity and introducing it
– How to compose your Who/What Statement to figure out who you’re working with
– 5 Curiosity Hooks to position yourself
By the conclusion of this section, you will know exactly who you are supposed to be working with, how to connect with them, and what exactly you have to do in order to deliver the results they want.
Section 2: Creating Belief
This section is full of valuable knowledge that helps you to learn how to really understand the minds of your followers to turn them to customers.
Russell starts off this segment focusing on your “One Thing” aka “The Domino”. It’s the 1 thing you need to get someone to believe that you will knock down all of their objections.
When you determine your”one thing” the manner Brunson describes it, it will change your business forever.
In order to connect with your audience, Russell educates you about “the Epiphany Bridge”.
Everyone has their Luke Skywalker narrative. It is the story that took them through different situations so as to direct them to success.
In order to relate to your viewers and place yourself as the specialist, Russell walks you through how to explain your travels.
Every hero goes through a succession of trials to get to wherever they are.
When folks see you in the pinnacle of success, they understand you’ve got credibility.
However, your journey is what makes you relatable to your audience. Once they can see you’ve experienced similar scenarios to them, they will trust you that much more.
So what you do is walk them through similar situations they could be experiencing, along with the moments that brought you to where you are now.
Here you’ll learn how to make your Hero’s Journey a part of your general story. By making it the story you’re known by, people will remember you by it.
This is also known as the Epiphany Bridge and Russell shows you how your “epiphany” contributed to your success. To make it easier for you to implement, you can stick to the precise script that he provides.
He also enables you to take care of objections your customers might have through handling False Beliefs.
The 3 False Beliefs that you must address in your messaging are:
– The Vehicle
– Internal Beliefs
– External Beliefs
Russell goes into detail about what these are and how to remove them.
Section 3: The Stack: Selling with Authenticity
Russell’s aim in this section of this book is to get the reader to comprehend how important it is to market something that could actually help people.
He’s fully aware how advertising can be rough because he’s someone who never had a sales background.
However, by using each of the strategies from the previous sections of the book (and some new ones he presents here), he teaches you how you can sell ethically and responsibly easily.
The main idea in this segment is the Stack Slide which helps you increase the total value of your product or service.
The Stack Slide is crucial to your marketing, especially when utilized on a sales page or inside a webinar. Russell shows you the way to effectively build one and make it your irresistible offer.
When you have your irresistible offer, you can use it on an online webinar. A webinar is one of the best methods you can utilize to market your product or service because you may run multiple webinars every day, as often as you’d like.
And they do not necessarily need to be live occasions. You can actually just do a presentation at a seminar every month or two.
You’re in full control once you do a webinar, which usually means you’ve got the liberty to do it as many times as you like so you can get better at it.
The matter is, you don’t need to invest months or years perfecting your webinar to eventually land a sale.
Russell has spent years performing live webinars so that he could perfect the formula over time. Once he got it right, he managed to produce consistent sales day in and day out, netting him millions of dollars.
In fact, he ran right into a situation where he only had a couple of hours to write a brand new webinar for a product as it was about to go live. He goes into detail about the way he managed to do it.
Spoiler alert: it was a huge success and he explains why.
The formulation that he came up with after YEARS of running webinars is something known as the Perfect Webinar Script, which he explains in fantastic detail within this section of this book.
In the Perfect Webinar, he explains how to structure your webinar to take a lead from a state of interest to the point where they are ready to fork over their money for the value you’re providing them.
Regardless of the service or product, you can use the formula to explain how valuable it is to your client (assuming it’s valuable) and the best way to market it properly throughout the webinar.
Whether you are a newcomer to webinars or you’ve been running them for decades, should you follow the directions in Expert Secrets, there is no doubt you’ll discover incredible tactics you can use to sell your products and services.
Section 4: Funnels
Russell gives you everything you need to know about running webinars, including how to run them and WHEN to run them to maximize earnings.
This creates a funnel you can utilize every week to get people to your webinar, paying attention to you, then buying what you have to offer.
Through years of trial and error, Russell has figured out the best formula to get a funnel that allows him to make $50,000 weekly!
He gives you the exact formula in this part of this book so that you can implement it straight away.
Additionally,”if you’re attempting to sell a high ticket offer that is more than $3k, he shows you the”4-Question Close” that can be used once people get on the phone with you once they sign up from a page. All the previous material nevertheless applies to phone conversations, making the content in this book applicable to a lot of distinct scenarios.
While the Perfect Webinar may seem daunting to create, Russell provides you with a cheat sheet called the”Perfect Webinar Hack”.
It breaks it down to a few questions that, once answered, allow you to put together a webinar in under 30 minutes. With this, no one can say they don’t have enough time to make a webinar!
But, if you choose to not use a webinar or choose you want to supplement it with an additional marketing plan, you can use what Russell calls for the”Email Epiphany Funnels”.
Use this 5 day email sequence and you’ll have your subscribers buying your products and services on autopilot.
When you utilize the various components of funnels that Russell presents you with, you can build yourself a powerful marketing machine.
Section 5: Filling your Funnel
At this point you might be thinking,”well Russell knows his stuff, but he already has a way of reaching people and filling a funnel. I really don’t have a huge audience.”
Do not worry, even Russell started somewhere. Within this part of the book you will see precisely how to fill your funnel from scratch. This entails finding your”Dream 100″, which are the people who you would like to work with.
You will also learn:
– 3 strategies to build relationships
– 3 promotion strategies to market your products
With these easy strategies, it gets quite easy to grow your audience, promote your products, and ultimately, fill your funnel.
Expert Secrets Pricing Expert Marketing Secrets
You can find the paperback edition of Expert Secrets on Amazon selling for $17.07. Or you can grab the Kindle version for $6.00.
However, if you would like to get a pretty huge discount, Russell is giving away Expert Secrets for free if you purchase through his website. All you have to do is cover shipping and handling, which comes out to $7.95.
I really do recommend going through the site to obtain the book. Because you’ll get to see directly one of the most successful sales funnels out there, and experience a few of the lessons firsthand that you’ll learn in the book.
Plus you’ll have the ability to buy the Expert Secrets audiobook through the funnel too, if you prefer that medium.
Final Thoughts
I thoroughly enjoyed Expert Secrets. It is packed with actionable guidance, that I have managed to use myself to build my very own brand and following.
By creating a following of crazy fans, you are ensuring that you can construct a defensible moat around your company. You are no longer at the mercy of different platforms like Facebook or even Google.
Instead, you have people following every word you say, and buying when you want them to.
And that’s very strong stuff, which is the reason you should take the opportunity to read Expert Secrets. Expert Marketing Secrets
