In DotCom Secrets, you learned what sales funnels are, and also 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 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’ll find all the secrets for creating a tribe of faithful followers, who resonate with your own message and avail of your services and products.
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 is Expert Secrets?Secrets Of Marketing Experts Exposed
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 creating a message that can change somebody else’s life.
In Russell’s signature style, you’re going to get plenty of stories and examples where he exemplifies how he generated his own faithful 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 starts the meat of the book by describing 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 have to learn how to attract an audience, turn them into raving fans, and get them excited to purchase anything you have to offer.
People will not buy from people they don’t know. So it’s imperative that you set yourself as somebody who can serve the individuals you are trying to reach.
A movement always requires a leader and it is up to you to direct your movement. Russell breaks down precisely the way to do this along with all the effects that result from setting yourself as the ideal person to direct them.
If you’re 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 market so you can learn who fits best in your audience.
You’ll also learn:
– The 3 major markets
– Sub-markets of the major market you are in
– And lastly… your niche!
Once 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 niche in mind right now, Russell shares a couple of key tips you can use to identify what niche you would enjoy being a pioneer in!
More to the point, Russell breaks down the way 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 can discover the one which fits you the best.
Once 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 several fantastic strategies like:
– One Sentence Persuasion
– Creating your”cult-ure”
– Creating a new opportunity and introducing it
– The best way to write your own Who/What Statement to figure out who you’re working with
– 5 Curiosity Hooks to position yourself
At the end of this section, you will know exactly who you are supposed to be working with, the way to connect with them, and what you need to do to deliver the outcomes they want.
Section 2: Creating Belief
This section is packed with valuable knowledge which helps 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 you need to convince a person to believe that you will knock all their objections.
When you determine your”one thing” the way Brunson describes it, it will change your company forever.
In order to connect with your audience, Russell teaches you about “the Epiphany Bridge”.
Everyone has their Luke Skywalker story. It’s the story that took them through different circumstances so as to lead them to success.
To be able to relate to your audience 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 wherever they are.
When people see you in the pinnacle of success, they understand you’ve got credibility.
However, your journey is the thing that makes you relatable to your audience. As soon as they are able to find that you have experienced similar situations to them, they’ll trust you that much more.
What you do is walk them through similar scenarios they might be experiencing, together with the moments that brought you to where you are now.
Here you’ll learn how to make your Hero’s Journey a part of your overall story. By making it the story you are known 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 precise script he provides.
In addition, he enables you to take care of objections your customers may have through managing False Beliefs.
The 3 False Beliefs that you need to address in 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 goal in this part of this book is to get the reader to understand how important it is to sell something that can actually help people.
He is fully aware how advertising can be rough because he is someone who never had a sales background.
However, by using all of the approaches from the prior sections of this book (and some new ones he presents here), he teaches you how to sell ethically and responsibly easily.
The most important idea in this segment is the Stack Slide which helps you increase the overall value of your service or product.
The Stack Slide is crucial to your marketing, especially when used on a sales page or inside a webinar. Russell shows you the way to effectively build one and make it your irresistible offer.
When 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 service or product as you may run a number of webinars every day, as frequently as you’d like.
Plus they don’t necessarily have to be live events. You can actually just do a presentation in a seminar every month or two.
You’re in full control once 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 thing is, you don’t need to spend months or years refining your webinar to eventually land a sale.
Russell has spent years performing live webinars so he could perfect the formula over time. After he got it right, he managed to produce consistent sales 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 write a 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 that he came up with after YEARS of running webinars is something known as the Perfect Webinar Script, which he describes in fantastic detail within this section of this book.
In 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.
Irrespective of the product or service, you can use the formula to describe 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 beginner to webinars or you’ve been running them for decades, should you follow the directions in Expert Secrets, there’s no doubt you’ll find incredible strategies you can use to sell your products and services.
Section 4: Funnels
Russell provides everything you need to know about running webinars, including how to conduct them and WHEN to conduct 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 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 provides the specific formula in this part of the book so that you are able to implement it straight away.
Also,”if you are attempting to sell a high ticket offer that’s more than $3k, he shows you the”4-Question Close” which can be used once people get on the telephone with you once they sign up from a page. All the previous material still applies to phone conversations, making the content in this book applicable to a lot of different 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 down to a few questions that, once answered, enable you to put together a webinar in less than 30 minutes. With this, nobody can say that they don’t have enough time to create a webinar!
However, 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 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 utilize the several elements of funnels that Russell presents you with, you can build yourself a powerful marketing machine.
Section 5: Filling your Funnel
Now you may be thinking,”well Russell knows his stuff, but he already has a way of reaching individuals and filling a funnel. I really don’t have a huge audience.”
Don’t worry, even Russell started somewhere. Within this part of the book you will see precisely how to fill your funnel from scratch. This entails finding your”Dream 100″, which are the people that you’d like to work with.
You will also learn:
– 3 strategies to build relationships
– 3 promotion strategies to promote your products
With these simple strategies, it becomes quite easy to grow your audience, market your products, and in the end, fill your funnel.
Expert Secrets Pricing Secrets Of Marketing Experts Exposed
You can come across the paperback edition of Expert Secrets on Amazon selling for $17.07. Or you can 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 website. All you have to do is pay shipping and handling, which comes out to $7.95.
I truly do recommend going via the site to obtain the book. Because you’ll get to see directly among the most successful sales funnels on the market, and experience a few of the lessons first hand which you will learn in the book.
Plus you will be able to purchase the Expert Secrets audiobook through the funnel as well, should you prefer that medium.
I thoroughly appreciated Expert Secrets. It was packed with actionable advice, that I have managed to use myself to build my very own brand and following.
By creating a following of crazy fans, you are ensuring that you can build a defensible moat around your company. You’re no longer at the mercy of different programs like Facebook or Google.
Instead, you have folks following every word that you say, and buying when you need them to.
And that’s really strong stuff, which is why you need to take the opportunity to read Expert Secrets. Secrets Of Marketing Experts Exposed