In DotCom Secrets, you read what sales funnels are, and just how they can help you sell your services and products online.
In case 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 will find all the secrets for building a tribe of faithful followers, that resonate with your own message and avail of your services and products.
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 Masterclass
Expert Secrets is the follow-up to Russell Brunson’s best selling DotCom Secrets book. Expert Secrets Masterclass
It had been published in 2017 and comes in at 265 pages.
The book is all about creating 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’re going to get loads of stories and examples where he illustrates how he created his own loyal following that turned ClickFunnels to 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 explaining how to make your mass movement.
As the internet world becomes increasingly saturated, you can not just put something online and expect it to sell. You need to understand how to pull an audience, turn them into raving fans, and make them excited to buy whatever you have to offer.
People won’t buy from people they don’t know. So it is imperative that you set yourself as somebody who can serve the people you are attempting to reach.
A movement always needs a leader and it is up to you to direct your movement. Russell breaks down precisely how to do this together with the consequences that result from setting yourself as the right person to direct them.
If you are thinking “how do I find out what my movement is?”, then this section will be crucial to you. He breaks down the way to pinpoint your audience so that you can figure out 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!
Once you’ve carved out your place in your specialty, you can start to build your movement quite easily.
Even if you don’t have a specialty in mind right now, Russell shares a few key suggestions you can use to spot what market 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 every element and identity so you may find the one that fits you the best.
Once you figure this out, it really makes building your movement much easier since you know exactly how to build your content and funnels based on it.
Inside this segment, Russell shares several fantastic strategies like:
– One Sentence Persuasion
– Creating your”cult-ure”
– Creating a new opportunity and introducing it
– The best way to compose your own Who/What Statement to find out who you’re working with
– 5 Curiosity Hooks to position yourself
By the conclusion of this segment, you will know exactly who you’re supposed to be working with, how to connect with them, and what you need to do to deliver the outcomes they want.
Section 2: Creating Belief
This section is full of valuable knowledge which allows you to learn how to really comprehend the minds of your followers to turn them to customers.
Russell starts off this segment focusing on your “One Thing” aka “The Domino”. It is the 1 thing that you need to get someone to believe that you will knock all their objections.
When you figure out your”one thing” the way Brunson describes it, it is going to change your business forever.
Next, in order to better connect with your audience, Russell educates you about “the Epiphany Bridge”.
Everybody has their Luke Skywalker narrative. It’s the story that took them through different circumstances in order to direct them to victory.
To be able to relate to your viewers and position yourself as the expert, Russell walks you through how to describe your journey.
Every hero goes through a succession of trials to get to wherever they are.
When people see you in the pinnacle of success, they know you have credibility.
However, your journey is what makes you relatable to your viewers. Once they are able to 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 situations they could be experiencing, along with the moments that brought you to where you are today.
Here you’ll learn 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 implement, you can follow the precise script he provides.
In addition, he enables you to deal with objections your customers may 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 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’s fully aware how selling can be rough because he’s somebody who never had a sales background.
But by utilizing all of the approaches from the previous sections of the book (as well as some new 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 crucial to your advertising, particularly when utilized 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 best methods you can utilize to market your service or product as you can run a number of webinars per day, as often as you’d like.
And they don’t necessarily need to be live occasions. You can actually just do a presentation in a seminar every month or two.
You’re in full control when 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 matter is, you don’t need to invest 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. After he got it,he managed to produce consistent earnings day in and day out, netting him millions of dollars.
In fact, he ran right into a situation where he just had a couple of hours to write a brand 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 massive success and he explains why.
The formula that he came up with after YEARS of running webinars is something known as the Perfect Webinar Script, which he explains in fantastic detail within this part 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 at which they are ready to fork over their cash for the value you are providing them.
Regardless 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 the best way to market it correctly throughout the webinar.
Whether you are a newcomer to webinars or you have been running them for years, if you follow the directions in Expert Secrets, there’s not any doubt you’ll discover incredible strategies you can use to sell your services and products.
Section 4: Funnels
Russell gives you everything you need to know about running webinars, including how to conduct them and WHEN to run them to optimize sales.
This produces a funnel that you can utilize 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 ideal formula to get a funnel which allows him to make $50,000 every week!
He provides the exact formula in this part of this book so that you can implement it right away.
Also,”if you are attempting to sell a high ticket offer that’s more than $3k, he shows you the”4-Question Close” that can be used once people get on the telephone with you once they sign up from a webpage. All of the previous material nevertheless applies to phone discussions, making the content within this book applicable to many different scenarios.
While the Perfect Webinar may seem daunting to create, Russell supplies you with a cheat sheet called 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 half an hour. With this, nobody can say that they don’t have enough time to make a webinar!
However, if you opt to not use a webinar or choose you want to supplement it with an extra marketing plan, you can use 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 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 way of reaching individuals and filling a funnel. I don’t have a huge audience.”
Don’t worry, even Russell started somewhere. Within this section of the book you will see exactly how to fill your funnel from scratch. This involves figuring out your”Dream 100″, which are the people 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 simple strategies, it becomes quite easy to grow your audience, market your products, and in the end, fill your funnel.
Expert Secrets Pricing Expert Secrets Masterclass
You can find the paperback version of Expert Secrets on Amazon selling for $17.07. Or you could grab the Kindle variant for $6.00.
But if you would like 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 cover shipping and handling, which comes out to $7.95.
I really do recommend going via the website to obtain the book. Since you’ll get to see directly one of the most successful sales funnels on the market, and experience a few of the lessons first hand which you will learn from the book.
Plus you’ll have the ability to purchase the Expert Secrets audiobook through the funnel as well, if you prefer that medium.
I thoroughly enjoyed Expert Secrets. It is packed with actionable advice, that I’ve been able to use myself to build my own brand and following.
By developing a following of crazy fans, you’re ensuring that you’re able to build a defensible moat around your company. You’re no longer at the mercy of different platforms like Facebook or even Google.
Instead, you have people following every word that you say, and purchasing when you want them to.
And that is really strong stuff, which explains the reason you need to take the time to read Expert Secrets. Expert Secrets Masterclass