In DotCom Secrets, you learned what sales funnels are, and how they can help you market your products and services online.
In case you haven’t finished reading DotCom Secrets yet, then you should go ahead and do that.
But if you have finished reading one of my favorite books, then you should 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 will find all of the keys for building a tribe of faithful followers, that resonate with your message and purchase 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 Notes
It had been published in 2017 and comes in at 265 pages.
The book is all about making your own following. How can you do so? By becoming a specialist and creating a message that can change somebody 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 to a $100 million business.
In 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 this book by explaining how to create your mass movement.
As the internet world becomes increasingly saturated, you can’t simply 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 eager to buy anything you need to offer.
People will not buy from people they don’t know. So it is imperative that you set yourself as someone who will serve the people you are trying to reach.
A movement always needs a leader and it is up to you to lead your movement. Russell breaks down precisely the way to do this together with the effects that result from setting yourself as the ideal person to lead them.
If you are thinking “how do I find out what my movement is?”, then this segment will be crucial for you. He breaks down the way to pinpoint your audience 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 are in
– And lastly… your niche!
As soon as you’ve carved out your place in your niche, you can start to build your movement very easily.
Even if you don’t have a niche in mind right now, Russell shares a few important suggestions you can use to identify what market you would enjoy being a pioneer in!
More importantly, Russell breaks down how you can create an Attractive Character.
He describes how to utilize the Elements to describe the Identity. He goes through each element and identity so that you may find the one which fits you the best.
Once you figure this out, it makes building your movement much easier since you know exactly how to build your content and funnels based around it.
Inside this section, Russell shares some fantastic strategies like:
– One Sentence Persuasion
– Building your”cult-ure”
– Coming up with a new opportunity and introducing 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 segment, you’ll know exactly who you’re supposed to be working with, how to connect with them, and what exactly you have to do to deliver the outcomes they want.
Section 2: Creating Belief
This section is packed with valuable knowledge that allows you to learn how to really 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’s the 1 thing you need to get someone to believe that you will knock down all of their objections.
When you determine your”one thing” the way Brunson describes it, it is going to 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 is the story that took them through different circumstances in order to direct them to success.
In order to relate to your viewers and place yourself as the specialist, Russell walks you through how to explain your travels.
Every hero goes through a succession of trials to get to wherever they are.
When folks see you at the pinnacle of success, they know you have credibility.
Nonetheless, your journey is what makes you relatable to your viewers. Once they can find that you have experienced similar scenarios to them, they will trust you that much more.
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’ll find out how to make your Hero’s Journey a part of your general story. By making it the narrative you’re known 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 implement, you can stick to the exact script that he provides.
He also helps you to take care of objections your customers may have through handling False Beliefs.
The 3 False Beliefs that you need to address on 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 section of this book is to get the reader to understand how important it is to sell something that can actually help people.
He is completely aware how selling can be rough because he’s someone who never had a sales background.
But by utilizing all of the approaches from the prior sections of the book (as well as some new ones 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 total value of your service or product.
The Stack Slide is vital to your marketing, particularly when used on a sales page or within a webinar. Russell shows you how to 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 best methods you can utilize to market your service or product as you may run multiple webinars every day, as frequently as you’d like.
Plus they don’t necessarily have to be live occasions. You can actually just do a presentation at 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 thing is, you don’t want to invest months or years perfecting your webinar to eventually land a sale.
Russell has spent years performing live webinars so that he could perfect the formula over time. Once he got it,he was able to produce 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 brand 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 massive success and he explains why.
The formulation that he came up with after YEARS of running webinars is something referred to as the Perfect Webinar Script, which he explains in great detail within this part of the book.
In the Perfect Webinar, he explains 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’re providing them.
Irrespective of the product or service, you can use the formula to describe how valuable it is to your client (assuming it’s valuable) and the best way to market it correctly throughout the webinar.
Whether you’re a beginner to webinars or you have been running them for years, should you follow the directions in Expert Secrets, there is not any doubt you’ll find incredible strategies you can use to sell your services and products.
Section 4: Funnels
Russell gives you all you need to know about conducting webinars, including how to run them and WHEN to conduct them to maximize sales.
This creates a funnel that you can use every week to get people 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 that allows him to make $50,000 every week!
He gives you the exact formula in this part of this book so you can implement it right away.
Also,”if you’re trying 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 phone with you once they sign up from a webpage. All the previous material nevertheless applies to phone conversations, making the material within this book applicable to many distinct scenarios.
While the Perfect Webinar may seem daunting to make, Russell supplies you with a cheat sheet known as the”Perfect Webinar Hack”.
It breaks it all down into a few questions that, once answered, enable you to put together a webinar in under 30 minutes. With this, no one can say that they do not have time to create a webinar!
However, if you opt to not use a webinar or choose you want to supplement it with an additional advertising and marketing strategy, you can use what Russell calls 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 several components of funnels that 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 people and filling a funnel. I don’t have a huge 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’d love to work with.
You will also learn:
– 3 strategies to build relationships
– 3 promotion strategies to promote your products
Using these easy strategies, it becomes quite easy to grow your audience, market your products, and in the end, fill your funnel.
Expert Secrets Pricing Expert Secrets Notes
It is possible to find the paperback version of Expert Secrets on Amazon selling for $17.07. Or you can catch the Kindle variant for $6.00.
However, if you would like to get a fairly huge discount, Russell is giving away Expert Secrets for free if you purchase through his site. All you need to do is cover shipping and handling, which comes out to $7.95.
I truly do recommend going via the website to buy the book. Since you’ll get to see directly one of the most successful sales funnels out there, and experience some of the lessons first hand that you’ll learn from the book.
Plus you will be able to buy the Expert Secrets audiobook through the funnel as well, if you prefer that medium.
I thoroughly appreciated Expert Secrets. It was packed with actionable advice, that I have been able to use myself for build my own brand and following.
By creating a following of mad fans, you are ensuring that you’re able to build a defensible moat around your business. You are no longer at the mercy of different platforms like Facebook or Google.
Instead, you have folks following every word that you say, and purchasing when you need them to.
And that’s very strong stuff, which is the reason you should take the opportunity to read Expert Secrets. Expert Secrets Notes