In DotCom Secrets, you read what sales funnels are, and how they can help you sell your products and services online.
In case 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 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 creating a tribe of loyal 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’s Expert Secrets?Expert Secrets Course
It had been printed in 2017 and comes in at 265 pages.
The book is all about making your own following. How can you do this? By becoming an expert and coming up with a message that can change somebody else’s life.
In Russell’s trademark style, you’ll receive loads of stories and examples where he illustrates how he created his own loyal following that turned ClickFunnels to 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 internet world becomes increasingly saturated, you can’t just put something online and expect it to sell. You need to understand how to attract an audience, turn them into raving fans, and make them eager to buy whatever you have to offer.
People will not buy from people they don’t know. So it’s imperative that you establish yourself as someone who can serve the individuals you’re attempting to reach.
A movement always requires a leader and it is up to you to lead your movement. Russell breaks down precisely the way to do this along with the consequences that result from establishing yourself as the ideal person to direct them.
If you are 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 audience.
You will 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 spot in your specialty, you can start to build your movement quite easily.
Even if you don’t have a specialty in your mind right now, Russell shares a couple of key suggestions you can use to identify what niche you would enjoy being a leader in!
More importantly, Russell breaks down the way you can become an Attractive Character.
He explains how to use the Elements to describe the Identity. He goes through each element and identity so you can find the one which fits you the best.
When you figure this out, it makes building your movement a lot easier because you understand exactly how to create your content and funnels based on it.
Inside this segment, Russell shares some great strategies like:
– One Sentence Persuasion
– Building your”cult-ure”
– Creating a new opportunity and presenting it
– The best way to compose your Who/What Statement to figure out who you are working with
– 5 Curiosity Hooks to position yourself
By the end of this segment, you’ll know exactly who you are supposed to be working with, the way to connect with them, and what you have to do to deliver the results they want.
Section 2: Creating Belief
This section is packed with valuable knowledge which helps 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 is the one thing that you need to convince someone to believe that you will knock all their objections.
When you determine your”one thing” the way Brunson explains it, it will change your business forever.
Next, 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 lead them to success.
In order to relate to your viewers and position yourself as the expert, Russell walks you through how to describe your travels.
Every hero goes through a succession of trials to get to where they are.
When folks see you at the pinnacle of success, they know you’ve got credibility.
Nonetheless, your journey is what makes you relatable to your viewers. Once they can find that you have experienced similar scenarios to them, they’ll trust you that much more.
So 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 will find out how to make your Hero’s Journey part of your general story. By making it the narrative you are understood by, people will remember you by it.
This is also known as the Epiphany Bridge and Russell shows you how your “epiphany” led to your success. To make it easier for you to execute, you can stick to the exact script that he provides.
He also helps you to take care of objections your clients might have through managing 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 as to 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 understand how important it is to sell something that can actually help people.
He is completely aware how advertising can be tough because he’s somebody who never had a sales background.
However, by using all of the strategies from the prior sections of the book (as well as some new ones that he presents here), he teaches you how to sell ethically and responsibly with ease.
The most important idea in this section is the Stack Slide which helps you increase the total value of your product or service.
The Stack Slide is crucial to your advertising, especially when used on a sales page or inside a webinar. Russell shows 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 greatest methods you can use to market your product or service because you can run multiple webinars every day, as frequently as you’d like.
Plus they don’t necessarily need to be live occasions. You can actually just do a presentation at a seminar every couple of months.
You’re in full control when you do a webinar, which usually means you’ve got the freedom to do it as many times as you like so that you can get better at it.
The matter is, you don’t want to spend months or years refining your webinar to finally land a sale.
Russell has spent decades doing live webinars so he could perfect the formula over time. Once he got it,he was able to make consistent sales day in and day out, netting him millions of dollars.
In fact, he ran into a situation where he just had a couple of hours to compose a brand new webinar for a product as it was going to go live. He goes into detail about how he was able to do it.
Spoiler alert: it was a massive success and he explains why.
The formula that he came up with after YEARS of conducting webinars is something referred to as the Perfect Webinar Script, which he describes in great detail in this section of the book.
Inside the Perfect Webinar, he teaches you how to structure your webinar to take a prospect from a state of interest to the point where they are prepared to fork over their cash for the value you’re providing them.
Irrespective of the service or product, you may use the formula to explain how valuable it is to your customer (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’s not any doubt you’ll discover incredible tactics you can use to sell your products and services.
Section 4: Funnels
Russell gives you everything that you need to know about running webinars, such as how to conduct them and WHEN to run them to maximize sales.
This produces a funnel that you can use every week to get people 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 ideal formula to get a funnel that allows him to make $50,000 weekly!
He gives you the specific formula in this section of this book so you can implement it straight away.
Also,”if you’re trying to sell a high ticket offer that’s more than $3k, he gives you the”4-Question Close” which can be used once people get on the telephone with you after they sign up from a webpage. All the previous material still applies to phone conversations, making the content within this book applicable to a lot of distinct situations.
While the Perfect Webinar may sound daunting to make, Russell provides you with a cheat sheet called the”Perfect Webinar Hack”.
It breaks it all down to a few questions that, once answered, enable you to put together a webinar in less than half an hour. With this, nobody can say they don’t have time to make a webinar!
However, if you opt to not use a webinar or decide you wish to supplement it with an extra advertising and marketing strategy, you can utilize what Russell calls for the”Email Epiphany Funnels”.
Use this 5 day email sequence and you’re going to have your readers buying your products and services on autopilot.
When you use the several elements of funnels which Russell presents you with, you can build yourself a powerful 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 individuals 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 who you would like to work with.
You will also learn:
– 3 strategies to build relationships
– 3 promotion strategies to promote your products
With these simple strategies, it gets quite easy to grow your audience, market your products, and ultimately, fill your funnel.
Expert Secrets Pricing Expert Secrets Course
It is possible to find 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 would like to get a pretty big discount, Russell is giving away Expert Secrets for free if you buy through his website. All you need to do is cover shipping and handling, which comes out to $7.95.
I really do recommend going via the site to obtain the book. Since you’ll get to see directly one of the most successful sales funnels out there, and experience some of the lessons firsthand that you’ll learn in the book.
Plus you will 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 been able to use myself to build my own brand and following.
By developing a following of mad fans, you’re ensuring that you’re able to build a defensible moat around your business. You’re no longer at the mercy of different platforms such as Facebook or Google.
Instead, you have folks following every word you say, and buying when you need them to.
And that’s really strong stuff, which is the reason you need to take the time to read Expert Secrets. Expert Secrets Course