In DotCom Secrets, you learned what sales funnels are, and just how they can help you market 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 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 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 believe Russell Brunson’s latest book is another must read book for any entrepreneur.
What is Expert Secrets?Russell Brunson Expert Secrets Summary
It was 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 creating a message that can change someone else’s life.
In Russell’s trademark style, you’ll receive loads of examples and stories where he exemplifies how he created his own loyal 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 begins the meat of the book by explaining how to make your mass movement.
As the internet world gets increasingly saturated, you can’t just put something online and expect it to sell. You have to understand how to pull a viewer, turn them into raving fans, and get them excited to purchase 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 individuals you’re trying to reach.
A movement always requires a leader and it’s all up to you to direct your movement. Russell breaks down precisely how to do this along with the consequences 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 segment will be crucial to you. He breaks down the way to pinpoint your market so you can figure out who fits best in your audience.
You’ll 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 place 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 suggestions you can use to identify what market you would enjoy being a leader in!
More to the point, Russell breaks down the way you’re able to become an Attractive Character.
He explains how to utilize the Elements to explain the Identity. He goes through every element and identity so you may discover the one that fits you the best.
When you figure this out, it really makes building your movement a lot easier since you know exactly how to create 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 write your Who/What Statement to find out who you’re working with
– 5 Curiosity Hooks to position yourself
At the conclusion of this section, you’ll know exactly who you’re supposed to be working with, the way to connect with them, and what you have to do in order to deliver the results they want.
Section 2: Creating Belief
This section is packed with valuable knowledge that helps you to learn how to really 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 their objections.
When you determine your”one thing” the way Brunson explains it, it will change your business forever.
Next, in order to connect with your audience, Russell teaches you about “the Epiphany Bridge”.
Everybody has their Luke Skywalker story. It’s the narrative that took them through different circumstances in order to lead them to victory.
To be able to relate to your audience and place 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 folks see you in the pinnacle of success, they understand you’ve got credibility.
Nonetheless, your history is what makes you relatable to your audience. As soon as they are able to find you’ve experienced similar situations to them, they will trust you that much more.
So what you do is walk them through similar scenarios they could be experiencing, along with the moments that brought you to where you are today.
Here you will find out how to make your Hero’s Journey part of your general narrative. 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 exact script he provides.
He also enables you to deal with objections your customers may 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 as to what these are and how to eliminate them.
Section 3: The Stack: Selling with Authenticity
Russell’s aim in this part of the book is to get the reader to comprehend how important it is to sell something that can truly help people.
He is fully aware how selling can be tough because he is somebody who never had a sales background.
But by utilizing all of the approaches from the previous sections of this book (and some new ones that he presents here), he shows you how you can sell ethically and responsibly with ease.
The main idea in this section is that the Stack Slide which helps you increase the overall value of your service or product.
The Stack Slide is vital to your advertising, particularly when used on a sales page or inside a webinar. Russell shows you the way you can effectively create one and make it your irresistible offer.
Once you have your irresistible offer, you can use it in an online webinar. A webinar is one of the best methods you can use to market your service or product because you can run a number of webinars per day, as frequently as you’d like.
And they don’t necessarily have to be live occasions. You can actually just do a presentation in a seminar every couple of months.
You are in full control when you do a webinar, which usually means you have the liberty to do it as many times as you like so that you can get better at it.
The matter is, you don’t need to invest months or years refining your webinar to eventually land a sale.
Russell has spent years doing live webinars so he could perfect the formula over time. After he got it,he was able to make consistent sales day in and day out, netting him hundreds of thousands of dollars.
In fact, he ran right into a situation where he only had a couple of hours to compose a brand 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 huge success and he explains why.
The formula that 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 the book.
Inside 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 money for the value you are providing them.
Regardless of the service or product, you can use the formula to explain how valuable it is to your customer (assuming it’s valuable) and the best way to market it correctly throughout the webinar.
Whether you are a beginner to webinars or you have been running them for decades, if you follow the directions 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, including how to conduct them and WHEN to run them to optimize earnings.
This produces a funnel that you can use every week to get people on 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 that allows him to earn $50,000 every week!
He gives you the specific formula in this part of the book so that you are able to implement it right away.
Also,”if you’re trying to sell a high ticket offer that’s more than $3k, he shows you the”4-Question Close” that can be used when people get on the telephone with you once they sign up from a webpage. All of the previous material still applies to phone conversations, making the content within this book applicable to a lot of distinct situations.
While the Perfect Webinar may sound daunting to make, Russell provides you with a cheat sheet called the”Perfect Webinar Hack”.
It breaks it all down into a few questions that, once answered, enable you to put together a webinar in less than 30 minutes. With this, no one can say that they do not have time to make a webinar!
But, if you opt to not use a webinar or decide you wish to supplement it with an additional advertising and marketing strategy, you can use what Russell calls for the”Email Epiphany Funnels”.
Use this 5 day email sequence and you’ll have your subscribers buying your products and services on autopilot.
When you utilize the various elements of funnels which Russell presents you with, you can construct yourself a highly effective 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.”
Do not worry, even Russell started somewhere. In this part of the book you will see exactly how to fill your funnel from scratch. This involves finding your”Dream 100″, which are the people that you’d 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, market your products, and ultimately, fill your funnel.
Expert Secrets Pricing Russell Brunson Expert Secrets Summary
You can find the paperback edition of Expert Secrets on Amazon selling for $17.07. Or you could grab the Kindle version for $6.00.
But if you would like to get a fairly huge 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. Since you’ll get to see directly one of the most successful sales funnels on the market, and experience some of the lessons first hand that you’ll learn in the book.
Plus you will have the ability to buy the Expert Secrets audiobook through the funnel too, if you prefer that medium.
I thoroughly appreciated Expert Secrets. It is packed with actionable guidance, that I have managed to use myself for build my very own brand and following.
By developing a following of mad 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 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 very powerful stuff, which is the reason you need to take the time to read Expert Secrets. Russell Brunson Expert Secrets Summary