In DotCom Secrets, you read exactly what sales funnels are, and how they can help you market your products and services online.
If 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 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 will find all the secrets for building a tribe of loyal followers, that resonate with your own message and purchase your services and products.
Sounds interesting?
Then continue reading this Expert Secrets overview and find out why I believe Russell Brunson’s latest book is another must read book for any entrepreneur.
What’s Expert Secrets?Get Expert Secrets Book
Expert Secrets is the follow-up to Russell Brunson’s best selling DotCom Secrets book. Get Expert Secrets Book
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 so? By becoming an expert and coming up with a message that could change someone else’s life.
In Russell’s trademark style, you’ll get plenty of stories and examples where he exemplifies 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 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 get them eager to purchase anything you have to give.
People will not buy from people they do not know. So it’s imperative that you set yourself as someone who can serve the individuals you are trying 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 effects 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 segment will be crucial for you. He breaks down the way to pinpoint your market so that you can learn who fits best in your market.
You’ll also learn:
– The 3 major markets
– Sub-markets of the major market you’re in
– And lastly… your niche!
Once you’ve carved out your place in your niche, you can begin to build your movement very easily.
Even in the event that you don’t have a niche in your mind at the moment, Russell shares a couple of key suggestions you can use to spot what market you’d enjoy being a pioneer in!
More importantly, Russell breaks down the way you can become an Attractive Character.
He explains how to utilize the Elements to describe the Identity. He goes through every element and identity so you may discover the one that fits you the best.
Once you figure this out, it makes building your movement much easier since you understand exactly how to build your content and funnels based on it.
Inside this section, Russell shares several great strategies like:
– One Sentence Persuasion
– Building your”cult-ure”
– Creating a new opportunity and introducing it
– The best way to write your own Who/What Statement to find out who you’re working with
– 5 Curiosity Hooks to position yourself
At the end of this section, you’ll know exactly who you are supposed to be working with, how to reach them, and what exactly you need to do to deliver the results they desire.
Section 2: Creating Belief
This section is packed with valuable knowledge that 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 one thing that you need to convince someone to believe that you will knock all of their objections.
When you determine your”one thing” the way Brunson explains it, it will change your business forever.
In order to connect with your audience, Russell teaches you about “the Epiphany Bridge”.
Everybody has their Luke Skywalker narrative. It’s the story that took them through various circumstances in order to lead them to victory.
In order to relate to your viewers and place yourself as the expert, Russell walks you through how to explain your travels.
Every hero goes through a series of trials to get to wherever they are.
When folks see you at the pinnacle of success, they understand you have credibility.
Nonetheless, your history is what makes you relatable to your audience. As soon as they can find 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 might be experiencing, along with the moments that brought you to where you are today.
Here you’ll find out how to make your Hero’s Journey a part of your general story. By making it the story you’re known by, people will remember you by it.
This is also referred to as the Epiphany Bridge and Russell shows you how your “epiphany” contributed to your success. To make it easier for you to execute, you can follow the exact script that he provides.
In addition, he enables 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 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 selling can be rough because he is someone who never had a sales background.
However, by utilizing each of the approaches from the previous sections of the book (as well as some fresh ones he presents here), he shows you how to sell ethically and responsibly easily.
The main idea in this section is the Stack Slide which helps you increase the total value of your service or product.
The Stack Slide is crucial to your advertising, particularly when utilized on a sales page or inside a webinar. Russell teaches you how to effectively build 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 utilize to sell your service or product as you can run multiple webinars every day, as often as you’d like.
Plus they do not necessarily have 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 liberty to do it as many times as you like so 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 years doing 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 right into a situation where he just had a few hours to compose a new webinar for a product as it was going to go live. He goes into detail about how he managed to do it.
Spoiler alert: it was a massive success and he explains why.
The formulation that he came up with after YEARS of conducting webinars is something referred to as the Perfect Webinar Script, which he describes in fantastic detail in this section 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 where they are ready to fork over their cash for the value you are providing them.
Regardless of the product or service, you can use the formula to explain 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 instructions in Expert Secrets, there’s no doubt you’ll find incredible strategies you can use to sell your services and products.
Section 4: Funnels
Russell gives you everything that you need to know about running webinars, such as how to run them and WHEN to run them to maximize sales.
This creates a funnel you can utilize every week to get people to your webinar, paying attention to you, and then purchasing what you have to offer.
Through years of trial and error, Russell has figured out the best formula to get a funnel which allows him to earn $50,000 weekly!
He gives you the specific formula in this section of the book so you can implement it right away.
Additionally,”if you’re attempting to sell a high ticket offer that’s more than $3k, he gives you the”4-Question Close” that can be used when people get on the phone with you once they sign up from a page. All of the previous material nevertheless applies to phone conversations, making the content in this book applicable to a lot of distinct situations.
While the Perfect Webinar may seem daunting to create, Russell provides 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 under 30 minutes. With this, nobody can say that they don’t have time to create a webinar!
But, if you choose to not use a webinar or choose you wish to supplement it with an additional marketing plan, 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 various elements of funnels which Russell presents you with, you can construct 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 way of reaching individuals and filling a funnel. I don’t have a massive audience.”
Don’t worry, even Russell started somewhere. Within this part 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 that you would love to work with.
You will also learn:
– 3 strategies to build relationships
– 3 promotion strategies to market your products
Using these simple strategies, it becomes very easy to grow your audience, promote your products, and in the end, fill your funnel.
Expert Secrets Pricing Get Expert Secrets Book
You can 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 huge discount, Russell is giving away Expert Secrets for free if you buy through his website. All you need 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. Since you’ll get to see directly one of the most successful sales funnels on the market, and experience some of the lessons firsthand that you’ll learn in the book.
Plus you’ll be able to buy the Expert Secrets audiobook through the funnel too, should you prefer that medium.
Final Thoughts
I thoroughly enjoyed Expert Secrets. It was packed with actionable guidance, that I have been able to use myself to build my very own brand and following.
By creating a following of mad fans, you’re ensuring that you can construct a defensible moat around your company. You’re no longer at the mercy of other platforms like Facebook or 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 explains why you should take the time to read Expert Secrets. Get Expert Secrets Book
