In DotCom Secrets, you learned what sales funnels are, and how they can help you sell your products online.
If you haven’t finished reading DotCom Secrets yet, then you should go ahead and do that.
But if you have completed 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’ll find all the secrets for building a tribe of loyal followers, who resonate with your message and buy your products.
Then continuing reading this Expert Secrets review and learn why I think Russell Brunson’s latest book is another must read book for any entrepreneur.
What is Expert Secrets?
It was published in 2017 and comes in at 265 pages long.
The book is all about creating 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 created his own loyal following that turned ClickFunnels into a $100 million business.
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 explaining how to create your mass movement.
As the online world gets more and more saturated, you can’t just put something online and expect it to sell. You need to learn how to attract an audience, turn them into raving fans, and get them excited to buy anything you have to offer.
People won’t buy from people they don’t know. So it’s important that you establish yourself as someone who can serve the people 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 how to do this along with the effects that result from establishing yourself as the right person to lead them.
If you’re thinking “how do I know what my movement is?”, then this section will be crucial to you. He breaks down how to pinpoint your market so you can figure out who fits best in your market.
You’ll also learn:
– The 3 major markets
– Sub-markets of the major market you’re in
– And finally… your niche!
Once you’ve carved out your spot 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 key tips you can use to identify what niche you would enjoy being a leader in!
More importantly, Russell breaks down how 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 you can find the one that fits you the best.
Once you figure this out, it makes building your movement a lot easier because you know exactly how to create your content and funnels based around it.
Inside this section, Russell shares some great strategies like:
– One Sentence Persuasion
– Building your “cult-ure”
– Creating a new opportunity and presenting it
– How to write your Who/What Statement to figure out who you’re working with
– 5 Curiosity Hooks to position yourself
By 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 to deliver the results they want.
Section 2: Creating Belief
This section is packed with valuable knowledge that helps 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 one thing you need to get someone to believe that will knock down all of their objections.
When you figure out your “one thing” the way Brunson explains 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’s the story that took them through various situations in order to lead them to success.
In order to relate to your audience and position yourself as the expert, Russell walks you through how to explain your journey.
Every hero goes through a series of trials to get to where they are.
When people see you at the pinnacle of success, they know you have credibility.
However, your journey is what makes you relatable to your audience. Once they are able to see that you have 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, along with the moments that brought you to where you are today.
Here you will 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 follow the exact script that he provides.
He also helps you to deal with objections your customers might 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 eliminate them.
Section 3: The Stack: Selling with Authenticity
Russell’s goal in this section of the book is to get the reader to understand how important it is to sell the thing that can truly help people.
He is fully aware how selling can be tough because he’s someone who never had a sales background.
But by using all of the strategies from the previous sections of the book (as well as some new ones he presents here), he shows you how to 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.
The Stack Slide is crucial to your marketing, especially when used on a sales page or inside a webinar. Russell shows you how to effectively build one and make it your irresistible offer.
When you have your irresistible offer, you can use it in an online webinar. A webinar is one of the best methods to do sell your product because you can run multiple webinars per day, as often as you’d like.
And they don’t 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 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 spend months or years perfecting your webinar to finally land a sale.
Russell has spent years doing live webinars so he could perfect the formula over time. Once he got it right, he was able to make consistent sales day in and day out, netting him millions 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 about to go live. He goes into detail about how he was able 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 explains in great detail in this section of the 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, you can use the formula to explain how valuable it is to your customer (assuming it actually is valuable) and how to market it correctly throughout the webinar.
Whether you are a beginner to webinars or you’ve been running them for years, if follow the instructions in Expert Secrets, there is no doubt you’ll find incredible tactics you can use to sell your product.
Section 4: Funnels
Russell gives you everything you need about running webinars including how to run them and WHEN to run them to maximize sales.
This creates a funnel you can use every week to get people on 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 best formula for a funnel that allows him to make $50,000 every week!
He gives you the exact formula in this section of the book so you can implement it right away.
Also, “if you’re trying to sell a high ticket offer that is 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 conversations, making the content in this book applicable to many different situations.
While the Perfect Webinar may sound daunting to create, Russell provides you with a cheat sheet known as the “Perfect Webinar Hack”.
It breaks it all down to a few questions that, once answered, enable you to put together a webinar in less than half an hour. With this, no one can say they don’t have time to create a webinar!
However, if you choose to not use a webinar or decide you want to supplement it with an additional 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 products on autopilot.
When you use the various elements of funnels that Russell presents you with, you can build yourself a powerful marketing machine.
Section 5: Filling your Funnel
At this point you might be thinking, “well Russell knows his stuff, but he already has a way of reaching people and filling a funnel. I don’t have a huge audience.”
Don’t worry, even Russell started somewhere. In this section of the book you will see exactly how to fill your funnel from scratch. This involves finding 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 promote your products
With these simple strategies, it becomes very easy to grow your audience, promote your products, and ultimately, fill your funnel.
Expert Secrets Pricing
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 website. All you have to do is pay shipping and handling, which comes out to $7.95.
I really do recommend going through the website to buy the book. Because 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 in the book.
Plus you’ll be able to purchase the Expert Secrets audiobook through the funnel as well, if you prefer that medium.
I thoroughly enjoyed Expert Secrets. It was packed with actionable advice, that I’ve been able to use myself for building my own brand and following.
By developing a following of crazy fans, you’re ensuring that you can build a defensible moat around your business. You’re no longer at the mercy of other platforms like Facebook or Google.
Instead, you have people following every word you say, and buying when you want them too.
And that’s very powerful stuff, which is why you should take the time to read Expert Secrets.