In DotCom Secrets, you learned exactly what sales funnels are, and just how they can help you market 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 if you’ve finished reading one of my favourite 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’ll find all of the keys for building a tribe of loyal followers, who resonate with your own message and avail of your products and services.
Sounds interesting?
Then continue reading this Expert Secrets overview and find out why I think Russell Brunson’s most current book is another must read book for any entrepreneur.
What’s Expert Secrets?Expert Secrets Podcast
Expert Secrets is your follow-up to Russell Brunson’s best selling DotCom Secrets book. Expert Secrets Podcast
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 so? By becoming an expert and coming up with a message that can change somebody else’s life.
In Russell’s trademark style, you’re going to receive loads of examples and stories where he exemplifies how he created his own faithful following that turned ClickFunnels to a $100 million business.
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 starts the meat of this book by explaining how to make your mass movement.
As the internet world becomes more and more saturated, you can not simply put something online and expect it to sell. You need to learn how to attract an audience, turn them into raving fans, and get them excited to buy whatever you have to offer.
People won’t buy from people they don’t know. So it’s 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 lead your movement. Russell breaks down exactly how to do this along with all the consequences that result from establishing yourself as the ideal person to lead them.
If you are thinking “how do I know what my movement is?”, then this segment will be crucial to 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 finally… your niche!
As soon as you’ve carved out your spot in your niche, you may begin to build your movement quite easily.
Even if you don’t have a specialty in your mind right now, Russell shares a couple of important suggestions you can use to spot what market you’d enjoy being a pioneer in!
More to the point, Russell breaks down how you’re able to become an Attractive Character.
He describes how to use the Elements to describe the Identity. He goes through each 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 know exactly how to create your content and funnels based around it.
Inside this section, Russell shares several great strategies like:
– One Sentence Persuasion
– Creating your”cult-ure”
– Creating a new opportunity and presenting it
– The best way to compose your own Who/What Statement to figure out who you’re working with
– 5 Curiosity Hooks to position yourself
At the end 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 in order to deliver the results they want.
Section 2: Creating Belief
This section is full of valuable knowledge that allows 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 1 thing that you need to convince a person to believe that you will knock all their objections.
When you determine your”one thing” the manner Brunson describes it, it will change your company forever.
Next, in order to connect with your audience, Russell educates you about “the Epiphany Bridge”.
Everyone has their Luke Skywalker narrative. It’s the narrative that took them through different circumstances in order to direct them to success.
In order to relate to your viewers and position yourself as the specialist, Russell walks you through how to describe your journey.
Every hero undergoes a succession of trials to get to where they are.
When people see you in the pinnacle of success, they know you have credibility.
Nonetheless, your journey is what makes you relatable to your audience. Once they are able to find that you have experienced similar scenarios to them, they will trust you that much more.
So what you do is walk them through similar situations they might 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 overall narrative. By making it the story 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” led to your success. To make it easier for you to implement, you can stick to the exact script he provides.
In addition, he enables you to deal with objections your customers might have through handling False Beliefs.
The 3 False Beliefs that you must address on 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 aim in this part of this book is to get the reader to understand how important it is to market something that can truly help people.
He is completely aware how selling can be rough because he’s someone who never had a sales background.
However, by using each of the approaches from the previous sections of this book (as well as some new ones he presents here), he teaches you how to sell ethically and responsibly easily.
The main idea in this segment is that the Stack Slide which helps you increase the total value of your product or service.
The Stack Slide is crucial to your marketing, particularly when used on a sales page or inside a webinar. Russell teaches you the way you can effectively create one and make it your irresistible offer.
Once you have your irresistible offer, you can use it on an online webinar. A webinar is one of the best methods you can use to market your product or service because you may run a number of webinars every day, as frequently as you’d like.
Plus they do not 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 once you do a webinar, which means you’ve got the freedom to do it as many times as you like so that you can get better at it.
The thing is, you don’t want to spend months or years perfecting your webinar to finally land a sale.
Russell has spent decades performing live webinars so he could perfect the formula over time. Once he got it right, he was able to make consistent earnings day in and day out, netting him hundreds of thousands 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 because it was going to go live. He goes into detail about how he managed to do it.
Spoiler alert: it was a huge success and he explains why.
The formula he came up with after YEARS of conducting webinars is something known as the Perfect Webinar Script, which he explains in fantastic detail within this section of this book.
In the Perfect Webinar, he teaches you 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 how to market it correctly throughout the webinar.
Whether you’re a newcomer to webinars or you’ve been running them for years, should you follow the instructions in Expert Secrets, there is not any doubt you’ll find amazing tactics 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 maximize earnings.
This produces a funnel that you can utilize 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 for a funnel which allows him to earn $50,000 every week!
He gives you the specific formula in this part of this book so you are able to implement it straight away.
Additionally,”if you are trying to sell a high ticket offer that is 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 the previous material still applies to phone conversations, making the material within this book applicable to many different scenarios.
While the Perfect Webinar may seem 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 30 minutes. With this, no one can say they don’t have time to create a webinar!
However, if you opt to not use a webinar or decide you wish to supplement it with an extra advertising and marketing plan, you can utilize what Russell calls the”Email Epiphany Funnels”.
Use this 5 day email sequence and you’re going to have your readers buying your services and products on autopilot.
When you use the several components of funnels that Russell presents you with, you can build yourself a powerful marketing machine.
Section 5: Filling your Funnel
At this point you might 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 massive audience.”
Don’t worry, even Russell started somewhere. In this section of the book you will see exactly how to fill your funnel from scratch. This entails finding your”Dream 100″, which are the men and women that you would like 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 in the end, fill your funnel.
Expert Secrets Pricing Expert Secrets Podcast
It is possible to come across the paperback edition of Expert Secrets on Amazon selling for $17.07. Or you can grab the Kindle version for $6.00.
However, 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 have to do is pay 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 among the most successful sales funnels on the market, and experience a few of the lessons firsthand which you will learn from the book.
Plus you’ll have the ability to purchase the Expert Secrets audiobook through the funnel too, if you prefer that medium.
Final Thoughts
I thoroughly enjoyed Expert Secrets. It is packed with actionable guidance, that I’ve been able to use myself to build my own brand and following.
By creating a following of mad fans, you are ensuring that you’re able to construct a defensible moat around your business. You are no longer at the mercy of other platforms such as Facebook or even Google.
Instead, you have folks following every word that you say, and buying when you want them to.
And that is very powerful stuff, which explains the reason you should take the time to read Expert Secrets. Expert Secrets Podcast
