In DotCom Secrets, you learned exactly 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 should go ahead and do that.
But if 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’ll find all the secrets for building a tribe of faithful followers, that resonate with your message and avail of your products and services.
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 Leaderboard
It was 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 someone else’s life.
In Russell’s signature style, you’re going to get loads of examples and stories where he exemplifies how he created his own loyal following that turned ClickFunnels into a $100 million company.
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 this book by explaining how to make your mass movement.
As the online world gets increasingly saturated, you can’t simply put something online and expect it to sell. You have to learn how to attract an audience, turn them into raving fans, and make them excited to purchase whatever you need to give.
People will not buy from people they don’t know. So it’s imperative that you establish yourself as someone who will serve the people you are attempting to reach.
A movement always requires a leader and it’s all up to you to lead your movement. Russell breaks down precisely how to do this along with the effects that result from setting yourself as the right 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 how to pinpoint your market so that you can learn who fits best in your audience.
You will also learn:
– The 3 major markets
– Sub-markets of the major market you are in
– And lastly… your niche!
As soon as you’ve carved out your spot in your specialty, you may begin to build your movement very easily.
Even if you don’t have a specialty in mind right now, Russell shares a couple of key tips you can use to spot what niche you’d enjoy being a pioneer in!
More to the point, Russell breaks down how you can become an Attractive Character.
He describes how to utilize 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 much easier since you know exactly how to build your content and funnels based around it.
Inside this segment, Russell shares several fantastic strategies like:
– One Sentence Persuasion
– Building your”cult-ure”
– Coming up with a new opportunity and presenting 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 conclusion of this segment, you’ll know exactly who you’re supposed to be working with, how to reach them, and what you need to do in order to deliver the outcomes they want.
Section 2: Creating Belief
This section is full of valuable knowledge which allows you to learn how to genuinely understand the minds of your followers to turn them to customers.
Russell starts off this section focusing on your “One Thing” aka “The Domino”. It’s the 1 thing that you need to convince someone to believe that you will knock all of their objections.
When you figure out your”one thing” the way Brunson explains 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 story. It is the story that took them through various situations in order to lead them to victory.
In order to relate to your viewers and place yourself as the specialist, Russell walks you through how to describe your travels.
Every hero goes through a series of trials to get to wherever they are.
When folks see you in the pinnacle of success, they know you’ve got credibility.
However, your journey is what makes you relatable to your audience. Once they are able to see you’ve experienced similar scenarios to them, they’ll trust you that much more.
So what you do is walk them through similar scenarios they might 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 overall 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” led to your success. To make it easier for you to execute, you can stick to the exact script he provides.
In addition, he helps you to deal with objections your clients may have through managing False Beliefs.
The 3 False Beliefs that you need to deal with on 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 goal in this part of this book is to get the reader to understand how important it is to market something that can actually help people.
He’s completely aware how selling can be rough because he is somebody who never had a sales background.
However, by using all of the approaches from the previous sections of the book (and some fresh ones he presents here), he teaches you how you can sell ethically and responsibly easily.
The most important idea in this section is the Stack Slide which helps you increase the overall 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 teaches you how 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 sell your service or product as you may run multiple webinars per day, as frequently as you’d like.
Plus they do not necessarily need to be live events. You can actually just do a presentation at a seminar every month or two.
You are 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 thing is, you don’t need to invest months or years perfecting 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 right, he managed to produce consistent earnings day in and day out, netting him hundreds of thousands of dollars.
In fact, he ran into a situation where he just had a few hours to write a new webinar for a product because it was going to go live. He goes into detail about how he was able to do it.
Spoiler alert: it was a huge 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 this book.
Inside the Perfect Webinar, he explains how to structure your webinar to take a prospect from a state of interest to the point where they are ready to fork over their cash for the value you are providing them.
Irrespective of the product or service, you may use the formula to explain 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 decades, 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 provides everything you need to know about conducting webinars, including how to conduct them and WHEN to run them to optimize earnings.
This produces a funnel you can use 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 ideal formula for a funnel which allows him to earn $50,000 weekly!
He gives you the specific formula in this part of the book so you are able to implement it right away.
Additionally,”if you are trying 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 telephone with you after 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 different scenarios.
While the Perfect Webinar may sound daunting to create, Russell supplies you with a cheat sheet known as the”Perfect Webinar Hack”.
It breaks it 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 that they do not have time to make a webinar!
However, if you opt to not use a webinar or decide you want to supplement it with an extra 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 services and products on autopilot.
When you use the various components of funnels which Russell presents you with, you can build yourself a powerful marketing machine.
Section 5: Filling your Funnel
Now you may be thinking,”well Russell knows his stuff, but he already has a means of reaching individuals and filling a funnel. I really 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 entails figuring out 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 promote 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 Secrets Leaderboard
You can come across the paperback edition of Expert Secrets on Amazon selling for $17.07. Or you can catch the Kindle version for $6.00.
But if you want to get a pretty big discount, Russell is giving away Expert Secrets for free if you buy through his site. All you need to do is cover shipping and handling, which comes out to $7.95.
I truly do recommend going through the website to buy the book. Because you’ll get to see directly among the most successful sales funnels on the market, and experience some of the lessons firsthand which you will learn in the book.
Plus you’ll be able to buy 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 for build my own brand and following.
By developing a following of mad fans, you’re ensuring that you can build a defensible moat around your company. You’re no longer at the mercy of different programs such as Facebook or even Google.
Instead, you have people following every word that you say, and buying when you want them to.
And that is really powerful stuff, which is why you should take the time to read Expert Secrets. Expert Secrets Leaderboard