In DotCom Secrets, you learned exactly what sales funnels are, and 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’ve 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 of the keys for creating a tribe of loyal followers, that resonate with your own 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’s Expert Secrets?Expert Secrets Goodreads
It was published in 2017 and comes in at 265 pages.
The book is all about creating your own following. How do you do this? By becoming an expert and creating a message that could change someone else’s life.
In Russell’s trademark style, you’re going to receive loads of stories and examples where he exemplifies how he created his own loyal following that turned ClickFunnels into a $100 million business.
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 this book by explaining how to create your mass movement.
As the internet world gets more and more saturated, you can not simply put something online and expect it to sell. You need to understand how to pull an audience, turn them into raving fans, and get them excited to buy anything you need to offer.
People will not buy from people they don’t know. So it’s important that you establish yourself as somebody who can serve the people you’re trying to reach.
A movement always needs a leader and it is up to you to direct your movement. Russell breaks down precisely how to do this along with all the consequences 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 for you. He breaks down the way to pinpoint your market so you can figure out who fits best in your audience.
You will also learn:
– The 3 major markets
– Sub-markets of the major market you’re in
– And finally… your niche!
As soon as you’ve carved out your spot in your specialty, you may start to construct your movement quite easily.
Even in the event that you don’t have a specialty in mind right now, Russell shares a few key suggestions you can use to spot what niche you’d enjoy being a leader in!
More to the point, Russell breaks down how you’re able to become an Attractive Character.
He explains how to utilize the Elements to explain the Identity. He goes through each element and identity so you can 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 segment, Russell shares several fantastic strategies like:
– One Sentence Persuasion
– Creating your”cult-ure”
– Coming up with a new opportunity and presenting it
– How to write your Who/What Statement to figure out who you are 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, the way to reach them, and what exactly you have to do in order to deliver the outcomes they desire.
Section 2: Creating Belief
This section is packed with valuable knowledge which helps you to learn how to genuinely understand the minds of your followers to turn them into customers.
Russell starts off this section focusing on your “One Thing” aka “The Domino”. It is the 1 thing you need to convince a person to believe that you will knock down all of their objections.
When you figure out your”one thing” the manner Brunson explains it, it is going to 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 different circumstances in order to lead them to success.
To be able to relate to your viewers and position yourself as the expert, Russell walks you through how to describe your journey.
Every hero goes through a series of trials to get to where they are.
When people see you in the pinnacle of success, they know you have credibility.
Nonetheless, your history is what makes you relatable to your audience. Once they are able to see you’ve experienced similar situations to them, they will trust you that much more.
So what you do is walk them through similar situations they could be experiencing, along with the moments that brought you to where you are today.
Here you will learn how to make your Hero’s Journey part of your overall 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 precise script he provides.
In addition, he enables you to deal with objections your customers might have through managing False Beliefs.
The 3 False Beliefs that you must address on 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 section of this book is to get the reader to comprehend how important it is to market something that can truly help people.
He is fully aware how selling can be tough because he is someone who never had a sales background.
But by utilizing each of the strategies from the prior sections of this book (as well as some fresh ones that he presents here), he shows you how you can sell ethically and responsibly easily.
The main idea in this section is the Stack Slide which helps you increase the overall value of your service or product.
The Stack Slide is vital to your marketing, especially when used 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 greatest methods you can utilize to sell your service or product as you can run a number of webinars per day, as frequently as you’d like.
Plus they do not necessarily have to be live events. You can actually just do a presentation at a seminar every couple of months.
You are in full control once you do a webinar, which usually means you’ve got the liberty to do it as many times as you like so that 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 performing live webinars so that he could perfect the formula over time. Once he got it,he managed to produce consistent sales day in and day out, netting him millions of dollars.
In fact, he ran into a situation where he just had a couple of hours to compose a brand new webinar for a product as it was about 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 he came up with after YEARS of running webinars is something referred to as the Perfect Webinar Script, which he explains in fantastic detail in this section of the book.
In the Perfect Webinar, he teaches you 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.
Irrespective of the service or product, you may 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’re a newcomer to webinars or you have been running them for decades, should you follow the instructions in Expert Secrets, there is not any doubt you’ll find incredible tactics you can use to market your services and products.
Section 4: Funnels
Russell gives you all you need to know about running webinars, such as how to conduct them and WHEN to conduct them to optimize earnings.
This produces a funnel you can utilize 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 best formula for a funnel that allows him to earn $50,000 weekly!
He provides the exact formula in this part of the book so that you are able to implement it right 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 once people get on the phone with you once they sign up from a page. All the previous material nevertheless applies to phone discussions, making the material in this book applicable to a lot of different scenarios.
While the Perfect Webinar may sound daunting to make, Russell supplies 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 enough time to create a webinar!
However, if you choose to not use a webinar or decide you wish to supplement it with an extra 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 several components of funnels that Russell presents you with, you can construct yourself a powerful marketing machine.
Section 5: Filling your Funnel
At this point you may be thinking,”well Russell knows his stuff, but he already has a means of reaching people and filling a funnel. I really 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 involves finding your”Dream 100″, which are the men and women who you would like to work with.
You will also learn:
– 3 strategies to build relationships
– 3 promotion strategies to promote your products
Using these easy strategies, it gets quite easy to grow your audience, promote your products, and ultimately, fill your funnel.
Expert Secrets Pricing Expert Secrets Goodreads
You can find the paperback edition of Expert Secrets on Amazon selling for $17.07. Or you can grab the Kindle version for $6.00.
However, if you want to get a pretty big discount, Russell is giving away Expert Secrets for free if you buy 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 website 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 will be able to purchase the Expert Secrets audiobook through the funnel too, should you prefer that medium.
I thoroughly appreciated Expert Secrets. It was packed with actionable advice, that I’ve managed to use myself for build my very own brand and following.
By creating a following of crazy fans, you’re ensuring that you can construct a defensible moat around your business. You are no longer at the mercy of different programs such as Facebook or Google.
Instead, you have folks following every word that you say, and purchasing when you want them to.
And that’s really strong stuff, which is the reason you should take the time to read Expert Secrets. Expert Secrets Goodreads