In DotCom Secrets, you read what sales funnels are, and how they can help you market your products and services online.
If you haven’t finished reading DotCom Secrets yet, then you need to go ahead and do that.
But if you have 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’ll find all of the keys for building a tribe of faithful followers, that resonate with your message and purchase your services and products.
Then continue reading this Expert Secrets overview and learn why I think Russell Brunson’s most current book is another must read book for any entrepreneur.
What is Expert Secrets?Expert Secrets Academy
It was printed in 2017 and comes in at 265 pages long.
The book is all about making your own following. How do you do so? By becoming a specialist and creating a message that could change somebody else’s life.
In Russell’s trademark style, you’ll receive plenty of stories and examples where he illustrates how he created his own loyal following that turned ClickFunnels to a $100 million business.
In 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 gets increasingly saturated, you can not simply put something online and expect it to sell. You have to learn how to attract an audience, turn them into raving fans, and get them excited to buy anything you have to offer.
People will not buy from people they do not know. So it is important that you set yourself as somebody who can serve the people you are trying to reach.
A movement always requires a leader and it’s all up to you to lead your movement. Russell breaks down precisely the way to do this along with all the consequences that result from establishing yourself as the right 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 the way to pinpoint your market so that you can figure out who fits best in your market.
You’ll also learn:
– The 3 major markets
– Sub-markets of the major market you’re in
– And lastly… your niche!
As soon as you’ve carved out your place in your niche, you can start to construct your movement very easily.
Even if you don’t have a niche in your mind right now, Russell shares a couple of important tips you can use to spot what niche you would enjoy being a leader in!
More importantly, Russell breaks down the way you can create an Attractive Character.
He describes how to use the Elements to explain the Identity. He goes through every element and identity so you may discover the one that fits you the best.
When you figure this out, it really makes building your movement a lot easier since you understand exactly how to create your content and funnels based on it.
In this section, Russell shares some great strategies like:
– One Sentence Persuasion
– Building your”cult-ure”
– Coming up with a new opportunity and introducing it
– The best way to compose your own Who/What Statement to figure out who you are working with
– 5 Curiosity Hooks to position yourself
At the end of this segment, you’ll know exactly who you’re supposed to be working with, how to connect with them, and what you have to do to deliver the outcomes they desire.
Section 2: Creating Belief
This section is packed with valuable knowledge that allows you to learn how to really comprehend the minds of your followers to turn them into customers.
Russell starts off this section focusing on your “One Thing” aka “The Domino”. It is 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 way Brunson explains it, it is going to change your business forever.
In order to connect with your audience, Russell teaches you about “the Epiphany Bridge”.
Everybody has their Luke Skywalker narrative. It’s the story that took them through different situations so as to direct them to success.
To be able to relate to your viewers and position yourself as the specialist, Russell walks you through how to explain your travels.
Every hero goes through a series of trials to get to where they are.
When people see you in the pinnacle of success, they know you’ve got credibility.
However, your history is what makes you relatable to your audience. Once they are able to see you’ve experienced similar scenarios to them, they will trust you that much more.
What you do is walk them through similar situations they could be experiencing, together with the moments that brought you to where you are now.
Here you’ll learn how to make your Hero’s Journey part of your general story. By making it the story you’re known by, people will remember you by it.
This is also referred to 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 exact script that he provides.
He also helps you to deal with objections your customers might have through handling False Beliefs.
The 3 False Beliefs that you need to address on 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 part of this book is to get the reader to understand how important it is to sell something that can actually help people.
He is fully aware how advertising can be tough because he is someone who never had a sales background.
However, by utilizing each of the approaches from the prior sections of this book (and some fresh ones that he presents here), he shows you how you can sell ethically and responsibly easily.
The main idea in this segment is the Stack Slide which helps you increase the overall value of your product or service.
The Stack Slide is vital to your advertising, especially when utilized on a sales page or inside a webinar. Russell teaches you the way you can effectively build one and make it your irresistible offer.
When you have your irresistible offer, you may use it on an online webinar. A webinar is one of the best methods you can utilize to market your service or product as you may run a number of webinars every day, as often as you’d like.
Plus they don’t necessarily have to be live occasions. You can actually just do a presentation in a seminar every month or two.
You are in full control once you do a webinar, which means you’ve got the liberty to do it as many times as you like so that you can get better at it.
The matter is, you don’t need to spend months or years perfecting your webinar to eventually land a sale.
Russell has spent years doing live webinars so he could perfect the formula over time. Once he got it,he managed to make consistent earnings day in and day out, netting him millions of dollars.
In fact, he ran into a situation where he only had a couple of hours to write a brand new webinar for a product because it was about to go live. He goes into detail about the way he was able to do it.
Spoiler alert: it was a massive success and he explains why.
The formulation that he came up with after YEARS of conducting webinars is something known as the Perfect Webinar Script, which he describes in great 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 at which they are prepared to fork over their money for the value you are providing them.
Irrespective of the service or product, you may use the formula to describe how valuable it is to your client (assuming it actually is valuable) and how to market it properly throughout the webinar.
Whether you’re a newcomer to webinars or you have been running them for years, should you follow the instructions in Expert Secrets, there’s not any doubt you’ll find incredible strategies you can use to market your services and products.
Section 4: Funnels
Russell gives you everything you need to know about conducting webinars, including how to run them and WHEN to run them to optimize sales.
This produces a funnel that you can use every week to get people on to your webinar, paying attention to you, and 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 earn $50,000 weekly!
He provides the specific formula in this part of the book so you can implement it straight away.
Also,”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 when people get on the phone with you after they sign up from a page. All the previous material still applies to phone discussions, making the content within this book applicable to a lot of distinct scenarios.
While the Perfect Webinar may seem daunting to make, Russell provides you with a cheat sheet known as the”Perfect Webinar Hack”.
It breaks it all down into a few questions that, once answered, allow you to put together a webinar in under half an hour. With this, nobody can say that they do not have enough time to make a webinar!
However, if you choose to not use a webinar or decide you wish to supplement it with an additional advertising and marketing strategy, you can utilize what Russell calls the”Email Epiphany Funnels”.
Use this 5 day email sequence and you’re going to have your subscribers buying your products and services on autopilot.
When you utilize the several elements of funnels which Russell presents you with, you can construct 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 individuals and filling a funnel. I don’t have a huge audience.”
Don’t worry, even Russell started somewhere. In this part of the book you will see precisely how to fill your funnel from scratch. This involves finding your”Dream 100″, which are the people that you would like to work with.
You will also learn:
– 3 strategies to build relationships
– 3 promotion strategies to market your products
With these simple strategies, it becomes quite easy to grow your audience, promote your products, and in the end, fill your funnel.
Expert Secrets Pricing Expert Secrets Academy
You can find the paperback edition of Expert Secrets on Amazon selling for $17.07. Or you can catch the Kindle variant for $6.00.
But if you want to get a fairly big discount, Russell is giving away Expert Secrets for free if you buy through his website. All you need to do is pay shipping and handling, which comes out to $7.95.
I truly do recommend going through the site to obtain the book. Because you’ll get to see directly among 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 purchase the Expert Secrets audiobook through the funnel too, should you prefer that medium.
I thoroughly enjoyed Expert Secrets. It was packed with actionable guidance, that I have managed to use myself to build my own brand and following.
By developing a following of mad fans, you are ensuring that you can construct a defensible moat around your company. You’re no longer at the mercy of other programs such as Facebook or even Google.
Instead, you have folks following every word that you say, and purchasing when you need them to.
And that is really strong stuff, which is the reason you should take the opportunity to read Expert Secrets. Expert Secrets Academy