In DotCom Secrets, you read exactly what sales funnels are, and also how they can help you market your services and products online.
In case you haven’t finished reading DotCom Secrets yet, then you should go ahead and do that.
But in case you’ve finished reading one of my favorite books, then you need to 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’ll find all of the keys for building a tribe of loyal followers, that resonate with your message and purchase your products and services.
Sounds intriguing?
Then continue reading this Expert Secrets overview and learn why I think Russell Brunson’s latest book is another must read book for any entrepreneur.
What’s Expert Secrets?Expert Secrets Black Box
Expert Secrets is the follow-up to Russell Brunson’s best selling DotCom Secrets book. Expert Secrets Black Box
It was printed in 2017 and comes in at 265 pages long.
The book is all about making your own following. How can you do this? By becoming an expert and creating a message that could change someone else’s life.
In Russell’s signature style, you’ll get loads of examples and stories where he illustrates how he generated his own loyal following that turned ClickFunnels into a $100 million company.
At 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 make your mass movement.
As the online world gets more and more saturated, you can’t simply put something online and expect it to sell. You need to learn how to attract an audience, turn them into raving fans, and make them excited to buy anything you need to offer.
People won’t buy from people they do not know. So it’s imperative that you set yourself as somebody who can serve the individuals you are attempting to reach.
A movement always needs a leader and it is up to you to lead your movement. Russell breaks down exactly the way to do this together with all the effects that result from setting 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 the way to pinpoint your audience so you can learn who fits best in your market.
You will also learn:
– The 3 major markets
– Sub-markets of the major market you’re in
– And finally… your niche!
As soon as you’ve carved out your place in your niche, you can start to build your movement quite easily.
Even if you don’t have a niche in mind at the moment, Russell shares a couple of key suggestions you can use to identify what niche 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 explain the Identity. He goes through every element and identity so you may find 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 build your content and funnels based around it.
Inside this segment, Russell shares some fantastic strategies like:
– One Sentence Persuasion
– Building your”cult-ure”
– Creating a new opportunity and introducing it
– The best way to write 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 are supposed to be working with, the way to reach them, and what you need to do to deliver the outcomes they desire.
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 into customers.
Russell starts off this segment focusing on your “One Thing” aka “The Domino”. It’s the one thing you need to get a person to believe that you will knock down all of their objections.
When you figure out your”one thing” the way Brunson explains it, it will change your company forever.
In order to connect with your audience, Russell teaches you about “the Epiphany Bridge”.
Everyone has their Luke Skywalker story. It is the narrative that took them through various circumstances in order to lead them to success.
To be able to relate to your viewers and position yourself as the expert, Russell walks you through how to describe your travels.
Every hero undergoes a succession of trials to get to wherever they are.
When people see you at the pinnacle of success, they know you’ve got credibility.
However, your history is what makes you relatable to your viewers. As soon as they can find that you have 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, along with the moments that brought you to where you are now.
Here you will find out how to make your Hero’s Journey part of your general story. By making it the story you are 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 execute, you can follow the precise script that he provides.
He also enables you to deal with objections your clients might have through handling False Beliefs.
The 3 False Beliefs that you need to deal with 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 the book is to get the reader to comprehend how important it is to market something that could actually help people.
He is fully aware how advertising can be tough because he’s somebody who never had a sales background.
But by utilizing all of the approaches from the prior sections of the book (and some fresh ones he presents here), he shows you how to sell ethically and responsibly with ease.
The most important idea in this segment is that the Stack Slide which helps you increase the overall value of your product or service.
The Stack Slide is crucial to your advertising, particularly when used on a sales page or inside a webinar. Russell shows you how to effectively build one and make it your irresistible offer.
When you have your irresistible offer, you may use it in an online webinar. A webinar is one of the greatest methods you can use to market your product or service as you can run a number of webinars per day, as often as you’d like.
Plus they don’t necessarily have to be live events. You can actually just do a presentation in a seminar every month or two.
You are in full control when you do a webinar, which usually means you have the liberty to do it as many times as you like so you can get better at it.
The thing is, you do not want to invest months or years refining your webinar to finally land a sale.
Russell has spent years doing live webinars so that he could perfect the formula over time. Once he got it right, he was able 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 new webinar for a product because it was going to go live. He goes into detail about the way he managed to do it.
Spoiler alert: it was a massive success and he explains why.
The formula he came up with after YEARS of conducting webinars is something referred to as the Perfect Webinar Script, which he explains in great detail within this section of the book.
Inside 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.
Regardless of the product or service, you can use the formula to describe how valuable it is to your customer (assuming it actually is valuable) and how to market it correctly throughout the webinar.
Whether you are a newcomer to webinars or you’ve been running them for years, if you follow the directions in Expert Secrets, there is no doubt you’ll discover amazing tactics you can use to sell your services and products.
Section 4: Funnels
Russell gives you all you need to know about conducting webinars, such as how to run them and WHEN to run them to optimize sales.
This produces a funnel you can use every week to get people to your webinar, paying attention to you, then purchasing what you have to offer.
Through years of trial and error, Russell has figured out the best formula for a funnel that 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’re trying to sell a high ticket offer that’s more than $3k, he shows you the”4-Question Close” which can be used once people get on the phone with you once they sign up from a page. All of the previous material still applies to phone conversations, making the content within this book applicable to a lot of different scenarios.
While the Perfect Webinar may sound daunting to make, Russell supplies you with a cheat sheet known as the”Perfect Webinar Hack”.
It breaks it all down to a few questions that, once answered, allow you to put together a webinar in less than 30 minutes. With this, no one can say they don’t have enough time to make a webinar!
However, if you opt to not use a webinar or decide you wish to supplement it with an additional advertising and marketing strategy, you can use what Russell calls for 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 components of funnels that Russell presents you with, you can construct yourself a highly effective 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.”
Do not worry, even Russell started somewhere. In this section of the book you will see precisely how to fill your funnel from scratch. This involves finding your”Dream 100″, which are the men and women that you’d love to work with.
You will also learn:
– 3 strategies to build relationships
– 3 promotion strategies to market your products
Using these simple strategies, it gets very easy to grow your audience, promote your products, and in the end, fill your funnel.
Expert Secrets Pricing Expert Secrets Black Box
You can come across the paperback version of Expert Secrets on Amazon selling for $17.07. Or you could catch the Kindle variant for $6.00.
However, if you want to get a fairly huge discount, Russell is giving away Expert Secrets for free if you buy through his site. All you need to do is pay shipping and handling, which comes out to $7.95.
I really do recommend going through the site to buy the book. Because you’ll get to see directly among the most successful sales funnels out there, and experience some of the lessons firsthand which you will learn in the book.
Plus you will have the ability to buy the Expert Secrets audiobook through the funnel as well, if you prefer that medium.
Final Thoughts
I thoroughly appreciated Expert Secrets. It is packed with actionable guidance, that I have been able to use myself for build my very own brand and following.
By developing a following of mad fans, you are ensuring that you can build 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 purchasing when you need them to.
And that’s very strong stuff, which explains why you should take the time to read Expert Secrets. Expert Secrets Black Box
