In DotCom Secrets, you learned exactly what sales funnels are, and also just 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 in case you have finished reading one of my favourite books, then you should follow that up by picking up 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 faithful followers, that resonate with your message and avail of your services and products.
Sounds interesting?
Then continue reading this Expert Secrets overview and learn why I believe Russell Brunson’s latest book is another must read book for any entrepreneur.
What is Expert Secrets?Expert Secrets Audio
Expert Secrets is the follow-up to Russell Brunson’s best selling DotCom Secrets book. Expert Secrets Audio
It was published in 2017 and comes in at 265 pages long.
The book is all about making your own following. How do you do this? By becoming an expert and coming up with a message that could change somebody else’s life.
In Russell’s trademark style, you’ll get plenty of stories and examples where he illustrates how he generated his own faithful following that turned ClickFunnels into a $100 million company.
In the time of this post, Expert Secrets has 4.5 stars and 150 customer reviews on Amazon.
A look inside Expert Secrets
Section 1: Creating your Mass Movement
Russell begins the meat of this book by describing how to create your mass movement.
As the internet world gets increasingly saturated, you can’t simply put something online and expect it to sell. You need to learn how to attract a viewer, turn them into raving fans, and get them eager to buy anything you have to give.
People will not buy from people they do not know. So it is important that you establish yourself as somebody who can serve the people you are attempting to reach.
A movement always requires a leader and it’s all up to you to direct your movement. Russell breaks down exactly the way to do this along with the consequences that result from setting yourself as the right person to lead them.
If you are thinking “how do I find out what my movement is?”, then this segment 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 audience.
You’ll 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 spot in your niche, you may begin to build your movement very easily.
Even in the event that you don’t have a niche in mind right now, Russell shares a few important suggestions you can use to spot what market you would enjoy being a pioneer in!
More importantly, Russell breaks down how you can create an Attractive Character.
He explains how to utilize the Elements to describe the Identity. He goes through every element and identity so that you may discover the one which fits you the best.
Once you figure this out, it makes building your movement a lot easier since you understand exactly how to create your content and funnels based around it.
Inside this section, Russell shares some fantastic strategies like:
– One Sentence Persuasion
– Creating your”cult-ure”
– Coming up with a new opportunity and presenting it
– How to compose your own Who/What Statement to find out who you’re working with
– 5 Curiosity Hooks to position yourself
By the end of this segment, you will know exactly who you’re supposed to be working with, the way to reach them, and what exactly you need to do to deliver the outcomes they desire.
Section 2: Creating Belief
This section is packed with valuable knowledge which allows you to learn how to really understand the minds of your followers to turn them into customers.
Russell starts off this section focusing on your “One Thing” aka “The Domino”. It’s the 1 thing that you need to get a person to believe that you will knock down all of their objections.
When you determine your”one thing” the manner Brunson explains it, it is going to change your business forever.
In order to better connect with your audience, Russell educates you about “the Epiphany Bridge”.
Everyone has their Luke Skywalker story. It’s the narrative that took them through different circumstances so as to direct them to victory.
In order to relate to your audience and place yourself as the expert, Russell walks you through how to explain your journey.
Every hero undergoes a succession of trials to get to where they are.
When folks see you in the pinnacle of success, they understand you have credibility.
Nonetheless, your history is the thing that makes you relatable to your audience. Once they can see that you have experienced similar situations to them, they’ll trust you that much more.
So what you do is walk them through similar scenarios they could be experiencing, along with the moments that brought you to where you are today.
Here you will learn how to make your Hero’s Journey a part of your general narrative. By making it the narrative you’re understood 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 execute, you can stick to the precise script he provides.
In addition, he enables you to take care of objections your customers might have through managing False Beliefs.
The 3 False Beliefs that you must address in your messaging are:
– The Vehicle
– Internal Beliefs
– External Beliefs
Russell goes into detail as to what these are and how to eliminate them.
Section 3: The Stack: Selling with Authenticity
Russell’s goal in this part of this book is to get the reader to understand how important it is to sell something that could truly help people.
He’s fully aware how advertising can be tough because he is someone who never had a sales background.
However, by utilizing all of the strategies from the prior sections of this book (and some fresh ones he presents here), he shows you how you can sell ethically and responsibly easily.
The most important idea in this segment is that the Stack Slide which helps you increase the overall value of your service or product.
The Stack Slide is vital to your marketing, especially when utilized on a sales page or inside a webinar. Russell teaches you how you can effectively create one and make it your irresistible offer.
When you have your irresistible offer, you can use it in an online webinar. A webinar is one of the greatest methods you can utilize to market your product or service because you may run a number of webinars every day, as frequently as you’d like.
Plus they don’t necessarily need to be live events. You can actually just do a presentation in a seminar every month or two.
You’re in full control once you do a webinar, which usually means you have the freedom to do it as many times as you like so that you can get better at it.
The thing is, you do not need to spend months or years refining your webinar to finally land a sale.
Russell has spent decades doing live webinars so that he could perfect the formula over time. Once he got it right, he was able to produce consistent earnings day in and day out, netting him millions of dollars.
In fact, he ran into a situation where he only had a few hours to compose a brand new webinar for a product as 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 he came up with after YEARS of conducting webinars is something referred to as the Perfect Webinar Script, which he explains in fantastic detail in 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 cash for the value you’re providing them.
Irrespective of the product or service, you can use the formula to describe how valuable it is to your customer (assuming it’s valuable) and how to market it correctly throughout the webinar.
Whether you are a newcomer to webinars or you’ve been running them for decades, if you follow the instructions in Expert Secrets, there is no doubt you’ll find amazing tactics you can use to sell your services and products.
Section 4: Funnels
Russell gives you all that you need to know about running webinars, including how to conduct them and WHEN to run them to maximize earnings.
This creates a funnel you can use every week to get people on 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 ideal formula to get a funnel which allows him to earn $50,000 weekly!
He gives you the specific formula in this section of this book so you can implement it right away.
Additionally,”if you are trying to sell a high ticket offer that’s more than $3k, he shows you the”4-Question Close” that can be used when people get on the telephone with you once they sign up from a webpage. All the previous material nevertheless applies to phone conversations, making the material in this book applicable to a lot of distinct scenarios.
While the Perfect Webinar may sound daunting to create, Russell provides you with a cheat sheet called the”Perfect Webinar Hack”.
It breaks it down into a few questions that, once answered, enable you to put together a webinar in under half an hour. With this, no one can say they don’t have time to make a webinar!
However, if you choose to not use a webinar or decide you wish to supplement it with an extra marketing plan, you can utilize what Russell calls the”Email Epiphany Funnels”.
Use this 5 day email sequence and you’ll have your readers buying your services and products on autopilot.
When you utilize the several elements of funnels which Russell presents you with, you can build yourself a highly effective marketing machine.
Section 5: Filling your Funnel
Now you might be thinking,”well Russell knows his stuff, but he already has a means of reaching people and filling a funnel. I don’t have a massive audience.”
Do not worry, even Russell started somewhere. In this part of the book you will see exactly how to fill your funnel from scratch. This involves finding your”Dream 100″, which are the men and women that you would love to work with.
You will also learn:
– 3 strategies to build relationships
– 3 promotion strategies to promote your products
Using these easy strategies, it gets quite easy to grow your audience, promote your products, and in the end, fill your funnel.
Expert Secrets Pricing Expert Secrets Audio
You can find the paperback edition of Expert Secrets on Amazon selling for $17.07. Or you could catch the Kindle variant for $6.00.
But if you want to get a fairly huge discount, Russell is giving away Expert Secrets for free if you buy through his website. All you have to do is pay shipping and handling, which comes out to $7.95.
I really do recommend going via the site to buy the book. Since you’ll get to see directly one of the most successful sales funnels on the market, and experience some of the lessons firsthand that you’ll learn in the book.
Plus you will be able to purchase the Expert Secrets audiobook through the funnel too, should you prefer that medium.
Final Thoughts
I thoroughly enjoyed Expert Secrets. It is packed with actionable advice, that I have been able to use myself to build my own brand and following.
By creating a following of mad fans, you’re ensuring that you’re able to construct a defensible moat around your company. You are no longer at the mercy of different platforms such as Facebook or Google.
Instead, you have folks following every word that you say, and buying when you need them to.
And that’s very strong stuff, which is why you need to take the opportunity to read Expert Secrets. Expert Secrets Audio
