In DotCom Secrets, you learned exactly what sales funnels are, and also just how they can help you market your services and products 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 favorite 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 will find all of the keys for building a tribe of faithful followers, who resonate with your message and avail of your services and products.
Then continue reading this Expert Secrets overview and learn why I think Russell Brunson’s latest book is another must read book for any entrepreneur.
What is Expert Secrets?Expert Secrets Book Summary
It was printed in 2017 and comes in at 265 pages.
The book is all about making your own following. How can you do this? By becoming a specialist and coming up with a message that can change someone else’s life.
In Russell’s trademark style, you’re going to get plenty of examples and stories where he exemplifies how he generated his own faithful following that turned ClickFunnels to a $100 million company.
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 the book by describing 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 understand how to pull a viewer, turn them into raving fans, and get them excited to buy anything you have to give.
People will not buy from people they don’t know. So it is important that you set yourself as someone who will serve the people you are attempting to reach.
A movement always needs a leader and it’s all up to you to lead your movement. Russell breaks down exactly the way to do this together with the consequences that result from setting yourself as the right person to direct them.
If you’re thinking “how do I know what my movement is?”, then this segment will be crucial to you. He breaks down how to pinpoint your audience 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 spot in your specialty, you may begin to build your movement very easily.
Even in the event that you don’t have a specialty in your mind at the moment, Russell shares a few important tips you can use to spot what niche you would enjoy being a pioneer in!
More to the point, Russell breaks down the way you can create an Attractive Character.
He describes how to utilize the Elements to describe the Identity. He goes through every element and identity so that you can find the one which fits you the best.
When you figure this out, it really makes building your movement a lot easier because you understand exactly how to build your content and funnels based on it.
In this section, Russell shares some great strategies like:
– One Sentence Persuasion
– Creating your”cult-ure”
– Coming up with a new opportunity and presenting it
– How to compose your own Who/What Statement to figure out who you’re working with
– 5 Curiosity Hooks to position yourself
By the end of this segment, 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 results they desire.
Section 2: Creating Belief
This section is packed with valuable knowledge that allows you to learn how to genuinely 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 is the one thing that you need to get someone to believe that you will knock down all of their objections.
When you figure out your”one thing” the way Brunson explains it, it is going to change your business forever.
Next, in order to better connect with your audience, Russell educates you about “the Epiphany Bridge”.
Everybody has their Luke Skywalker story. It is the story 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 goes through a succession of trials to get to wherever they are.
When folks see you in the pinnacle of success, they understand you have credibility.
However, your history is the thing that makes you relatable to your audience. As soon as they are able to find that you have experienced similar scenarios to them, they will trust you that much more.
What you do is walk them through similar situations they might be experiencing, together with the moments that brought you to where you are now.
Here you’ll find out how to make your Hero’s Journey part of your general story. By making it the story 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” contributed to your success. To make it easier for you to execute, you can follow the exact script that he provides.
In addition, he helps you to deal with objections your clients may 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 aim in this part of this book is to get the reader to comprehend how important it is to sell something that could actually help people.
He’s fully aware how selling can be rough because he’s someone who never had a sales background.
But by utilizing each of the approaches from the previous sections of the book (and some fresh ones that he presents here), he shows you how to sell ethically and responsibly with ease.
The most important idea in this segment is the Stack Slide which helps you increase the total 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 you can effectively create one and make it your irresistible offer.
Once you have your irresistible offer, you may use it in an online webinar. A webinar is one of the greatest methods you can use to market your product or service because you can run multiple webinars per day, as often as you’d like.
Plus they do not necessarily have to be live events. 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 means you have the freedom to do it as many times as you like so you can get better at it.
The matter is, you do not need to invest months or years refining your webinar to finally land a sale.
Russell has spent years doing live webinars so that he could perfect the formula over time. Once he got it,he managed 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 just 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 formula that he came up with after YEARS of conducting webinars is something known as the Perfect Webinar Script, which he explains in great detail within this part 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 where they are ready to fork over their money 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 client (assuming it’s valuable) and the best way to market it properly throughout the webinar.
Whether you are a beginner to webinars or you have been running them for years, should you follow the instructions in Expert Secrets, there is no doubt you’ll discover amazing strategies you can use to market your products and services.
Section 4: Funnels
Russell provides everything you need to know about conducting webinars, including how to run them and WHEN to conduct them to optimize earnings.
This creates a funnel you can use every week to get people on 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 specific formula in this section of this book so that you are able to implement it straight away.
Additionally,”if you’re attempting to sell a high ticket offer that’s more than $3k, he gives you the”4-Question Close” which can be used when people get on the telephone with you after they sign up from a page. All the previous material still applies to phone conversations, making the material in this book applicable to many distinct scenarios.
While the Perfect Webinar may sound daunting to create, Russell provides you with a cheat sheet called 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, no one can say they don’t have enough time to create a webinar!
But, if you choose to not use a webinar or decide you wish to supplement it with an extra marketing plan, 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 services and products on autopilot.
When you utilize the various elements of funnels which Russell presents you with, you can build 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 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 people who you would love to work with.
You will also learn:
– 3 strategies to build relationships
– 3 promotion strategies to market your products
With these simple strategies, it becomes very easy to grow your audience, market your products, and in the end, fill your funnel.
Expert Secrets Pricing Expert Secrets Book Summary
You can find the paperback version of Expert Secrets on Amazon selling for $17.07. Or you can catch the Kindle variant for $6.00.
But if you would like to get a pretty huge discount, Russell is giving away Expert Secrets for free if you purchase 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 buy the book. Since you’ll get to see directly one of the most successful sales funnels on the market, and experience a few of the lessons firsthand that you’ll learn in the book.
Plus you’ll have the ability to buy the Expert Secrets audiobook through the funnel as well, should you prefer that medium.
I thoroughly appreciated Expert Secrets. It was packed with actionable guidance, that I have managed to use myself to build my very own brand and following.
By developing a following of mad fans, you’re ensuring that you’re able to construct a defensible moat around your company. You are no longer at the mercy of other programs like Facebook or Google.
Instead, you have folks following every word you say, and buying when you want them to.
And that is really strong stuff, which explains why you need to take the time to read Expert Secrets. Expert Secrets Book Summary