In DotCom Secrets, you read exactly what sales funnels are, and also 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 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 own message and avail of your products and services.
Then continue reading this Expert Secrets overview and find out why I believe Russell Brunson’s most current book is another must read book for any entrepreneur.
What is Expert Secrets?Expert Secrets Tony
It was published in 2017 and comes in at 265 pages long.
The book is all about creating your own following. How do you do so? By becoming a specialist and creating a message that could change somebody else’s life.
In Russell’s trademark style, you’ll receive loads of examples and stories where he illustrates how he generated his own faithful following that turned ClickFunnels into a $100 million business.
At 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 the book by explaining how to make your mass movement.
As the internet world gets increasingly saturated, you can’t simply put something online and expect it to sell. You need to understand how to attract a viewer, turn them into raving fans, and get them excited to buy whatever you have to give.
People won’t buy from people they do not know. So it is imperative that you set yourself as somebody who will serve the people you’re trying 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 together with the consequences that result from setting yourself as the ideal person to direct them.
If you’re thinking “how do I know what my movement is?”, then this section 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!
Once you’ve carved out your spot in your niche, you can begin to build your movement very easily.
Even if you don’t have a niche in mind at the moment, Russell shares a couple of key tips you can use to spot what niche you would enjoy being a pioneer in!
More to the point, Russell breaks down how you can become an Attractive Character.
He explains how to utilize the Elements to explain the Identity. He goes through every element and identity so that you may discover the one which fits you the best.
When you figure this out, it really makes building your movement much easier because you know exactly how to build your content and funnels based on it.
In this section, Russell shares some fantastic strategies like:
– One Sentence Persuasion
– Creating your”cult-ure”
– Creating a new opportunity and introducing it
– How to write your Who/What Statement to find out who you’re working with
– 5 Curiosity Hooks to position yourself
By the end of this section, you will know exactly who you are supposed to be working with, how to connect with them, and what exactly you need to do in order to deliver the outcomes they desire.
Section 2: Creating Belief
This section is packed with 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 segment focusing on your “One Thing” aka “The Domino”. It’s the 1 thing you need to get someone to believe that you will knock all their objections.
When you figure out 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 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 specialist, Russell walks you through how to explain your travels.
Every hero undergoes a series of trials to get to wherever they are.
When people see you in 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 you’ve experienced similar scenarios to them, they will 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 today.
Here you’ll find out how to make your Hero’s Journey part of your overall narrative. By making it the narrative you are known by, people will remember you by it.
This is also referred to 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 precise script he provides.
He also enables you to deal with objections your customers might have through handling False Beliefs.
The 3 False Beliefs that you must address in your messaging are:
– The Vehicle
– Internal Beliefs
– External Beliefs
Russell goes into detail about what these are and how to eliminate them.
Section 3: The Stack: Selling with Authenticity
Russell’s goal in this section of the book is to get the reader to comprehend how important it is to sell something that can actually help people.
He’s fully aware how advertising can be tough because he’s somebody who never had a sales background.
But by utilizing each of the strategies from the previous sections of the book (and some fresh ones that he presents here), he shows you how you can sell ethically and responsibly easily.
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, especially when utilized on a sales page or inside a webinar. Russell shows you the way to effectively create one and make it your irresistible offer.
Once you have your irresistible offer, you may use it on an online webinar. A webinar is one of the best methods you can utilize to market your service or product as you may run multiple webinars every day, as often as you’d like.
And 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 once you do a webinar, which means you have the liberty to do it as many times as you like so that you can get better at it.
The thing is, you do not need to invest months or years refining your webinar to finally land a sale.
Russell has spent decades doing live webinars so that 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 only had a few hours to compose a new webinar for a product as it was about to go live. He goes into detail about the way he was able to do it.
Spoiler alert: it was a massive success and he explains why.
The formulation he came up with after YEARS of conducting webinars is something referred to as the Perfect Webinar Script, which he describes in great detail within this part of this book.
In the Perfect Webinar, he teaches you 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 are providing them.
Regardless of the product or service, you may use the formula to describe how valuable it is to your client (assuming it actually is valuable) and how to market it properly throughout the webinar.
Whether you are a beginner to webinars or you’ve been running them for years, if you follow the directions in Expert Secrets, there is no doubt you’ll find incredible strategies you can use to market your services and products.
Section 4: Funnels
Russell provides all that you need to know about conducting webinars, including how to conduct them and WHEN to run them to maximize sales.
This produces a funnel you can utilize 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 make $50,000 every week!
He gives you the exact formula in this part of the book so you are able to implement it straight away.
Also,”if you’re attempting to sell a high ticket offer that is more than $3k, he gives you the”4-Question Close” which can be used when people get on the phone with you after they sign up from a page. All of the previous material still applies to phone conversations, making the material within this book applicable to many distinct situations.
While the Perfect Webinar may seem daunting to make, Russell provides you with a cheat sheet known as the”Perfect Webinar Hack”.
It breaks it all down into a few questions that, once answered, allow you to put together a webinar in under half an hour. With this, nobody can say they don’t have enough time to create a webinar!
But, if you opt to not use a webinar or decide you want to supplement it with an additional 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 services and products on autopilot.
When you use the several components of funnels which 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 means of reaching people and filling a funnel. I don’t have a huge 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 figuring out your”Dream 100″, which are the men and women who you’d like to work with.
You will also learn:
– 3 strategies to build relationships
– 3 promotion strategies to market your products
Using these easy strategies, it gets very easy to grow your audience, market your products, and in the end, fill your funnel.
Expert Secrets Pricing Expert Secrets Tony
You can come across the paperback version of Expert Secrets on Amazon selling for $17.07. Or you can catch the Kindle version for $6.00.
However, if you want to get a pretty huge discount, Russell is giving away Expert Secrets for free if you purchase through his website. All you have to do is pay shipping and handling, which comes out to $7.95.
I really do recommend going via the website to buy the book. Because you’ll get to see directly among the most successful sales funnels out there, and experience a few of the lessons first hand which you will learn in the book.
Plus you’ll be able to purchase the Expert Secrets audiobook through the funnel too, if you prefer that medium.
I thoroughly enjoyed Expert Secrets. It was packed with actionable advice, that I have 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 business. You’re no longer at the mercy of different programs like Facebook or even Google.
Instead, you have people following every word you say, and purchasing when you want them to.
And that is very powerful stuff, which is why you should take the time to read Expert Secrets. Expert Secrets Tony