In DotCom Secrets, you learned what sales funnels are, and how they can help you sell your products and services online.
If you haven’t finished reading DotCom Secrets yet, then you should go ahead and do that.
But in case you’ve finished reading one of my favourite 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’ll find all of the keys for creating a tribe of loyal followers, who resonate with your message and purchase 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?Expert Secrets Quotes
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 this? By becoming an expert and coming up with a message that can change someone else’s life.
In Russell’s trademark style, you’ll get plenty of examples and stories where he illustrates how he generated his own loyal following that turned ClickFunnels to 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 begins the meat of the book by explaining how to make your mass movement.
As the internet world becomes more and more saturated, you can’t simply put something online and expect it to sell. You need to understand how to pull an audience, turn them into raving fans, and make them eager to buy whatever you have to offer.
People will not buy from people they do not know. So it is imperative that you set yourself as somebody who will serve the individuals you are trying to reach.
A movement always requires a leader and it is up to you to lead your movement. Russell breaks down exactly the way to do this along with 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 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 finally… your niche!
As soon as you’ve carved out your spot in your niche, you may start to construct your movement very easily.
Even if you don’t have a specialty in mind at the moment, Russell shares a couple of important tips you can use to spot what niche you’d enjoy being a pioneer in!
More importantly, Russell breaks down the way you can create an Attractive Character.
He explains how to use the Elements to explain 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 a lot easier because you understand exactly how to build your content and funnels based on it.
In this segment, Russell shares some fantastic strategies like:
– One Sentence Persuasion
– Creating your”cult-ure”
– Coming up with a new opportunity and presenting it
– The best way to compose 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’re supposed to be working with, how to reach them, and what you need to do in order to deliver the outcomes they desire.
Section 2: Creating Belief
This section is packed with valuable knowledge that allows you to understand how to really understand the minds of your followers to turn them to customers.
Russell starts off this segment focusing on your “One Thing” aka “The Domino”. It’s the one thing that you need to get someone to believe that you will knock down all their objections.
When you figure out your”one thing” the manner Brunson describes it, it will change your business forever.
Next, in order to better connect with your audience, Russell teaches you about “the Epiphany Bridge”.
Everyone has their Luke Skywalker story. It is the story that took them through different situations in order to direct them to success.
To be able to relate to your audience and place yourself as the expert, Russell walks you through how to explain your travels.
Every hero goes through a succession of trials to get to where they are.
When people see you at the pinnacle of success, they understand you have credibility.
Nonetheless, your history is the thing that makes you relatable to your audience. Once 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 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 overall narrative. 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 implement, you can follow the precise script that he provides.
He also helps you to deal with objections your customers may have through handling 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 section of the book is to get the reader to comprehend how important it is to market something that could actually help people.
He’s fully aware how selling can be rough because he’s somebody who never had a sales background.
However, by utilizing all of the strategies from the prior sections of the book (as well as some new ones he presents here), he teaches you how you can sell ethically and responsibly with ease.
The main idea in this section is the Stack Slide which helps you increase the overall value of your product or service.
The Stack Slide is vital to your marketing, particularly when used on a sales page or inside a webinar. Russell teaches 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 sell your service or product as you can run multiple webinars every day, as often as you’d like.
Plus they don’t necessarily need to be live occasions. You can actually just do a presentation in a seminar every couple of months.
You’re in full control once you do a webinar, which means you have the liberty to do it as many times as you like so you can get better at it.
The matter is, you don’t want to spend months or years perfecting your webinar to eventually land a sale.
Russell has spent decades performing live webinars so he could perfect the formula over time. After he got it,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 couple of hours to compose a brand new webinar for a product because 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 formula 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 in this part of the book.
Inside the Perfect Webinar, he teaches you how to structure your webinar to take a prospect from a state of interest to the point at which they are prepared 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 actually is valuable) and how to market it correctly throughout the webinar.
Whether you are a newcomer 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 incredible strategies you can use to market your services and products.
Section 4: Funnels
Russell provides everything that you need to know about conducting webinars, such as how to run them and WHEN to run them to optimize sales.
This produces a funnel that you can use every week to get people on to your webinar, paying attention to you, and 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 make $50,000 every week!
He provides the specific formula in this section of this book so you can implement it right away.
Additionally,”if you’re attempting to sell a high ticket offer that’s more than $3k, he gives you the”4-Question Close” that can be used once people get on the phone with you after they sign up from a page. All of the previous material still applies to phone discussions, making the material in this book applicable to a lot of distinct scenarios.
While the Perfect Webinar may sound daunting to create, Russell supplies you with a cheat sheet known as the”Perfect Webinar Hack”.
It breaks it all down to a few questions that, once answered, allow you to put together a webinar in under 30 minutes. With this, nobody can say that they don’t have time to make a webinar!
But, if you opt to not use a webinar or decide you want to supplement it with an extra marketing strategy, 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 use the various elements of funnels which 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 individuals and filling a funnel. I don’t have a massive audience.”
Do not worry, even Russell started somewhere. Within this part of the book you will see exactly how to fill your funnel from scratch. This involves 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 market your products
With these easy strategies, it gets quite easy to grow your audience, market your products, and ultimately, fill your funnel.
Expert Secrets Pricing Expert Secrets Quotes
It is possible to find the paperback edition 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 big discount, Russell is giving away Expert Secrets for free if you purchase through his website. 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 obtain the book. Since you’ll get to see directly one of the most successful sales funnels out there, and experience a few of the lessons firsthand which you will learn from 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 enjoyed Expert Secrets. It is packed with actionable advice, that I have managed to use myself to build my own brand and following.
By developing a following of crazy fans, you are ensuring that you’re able to build a defensible moat around your business. You are no longer at the mercy of other programs like Facebook or even Google.
Instead, you have folks following every word you say, and purchasing when you want them to.
And that’s very powerful stuff, which is why you need to take the time to read Expert Secrets. Expert Secrets Quotes