Why an Expert Secrets Review? It is a must read book for any online entrepreneur in my opinion. Expert Secrets will teach you to become an expert in your own niche by building a tribe of loyal followers, who will listen to your personal message to them – while buying your products and services. This is not just something helpful for those who aim at selling info products, consulting or coaching, thought the book it’s devoted to them. Expert Secrets teaches you to become the go-to expert in your niche and coming up with a message that can change someone else’s life.
Expert Secrets contains proven tactics for marketing and promoting an online business. Written by renowned entrepreneur Russell Brunson, founder of Clickfunnels an online platform offering an all-in-one service for people looking to market their products and services online without having to make everything from scratch.
Here is what I’m going to be covering in my Expert Secrets review.
- What is Expert Secrets?
- What is inside Expert Secrets?
- My final thoughts of Expert Secrets
Table of Contents
What is Expert Secrets?
Expert Secrets is the follow-up to Russell Brunson’s best selling DotCom Secrets book.
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 in your own niche and coming up with a message that can change someone else’s life.
In Russell’s trademark style, you’ll get plenty of stories and examples where he illustrates how he created his own loyal following which ultimately turned ClickFunnels into a $100 million business.
At the time of this post, Expert Secrets has 4.5 stars and 201 customer reviews on Amazon.
The book is aimed at people trying to run two types of businesses. The first, is someone who wants to sell info products directly. This could be selling an ebook, a course, coaching or consulting.
The second type is someone who wants to leverage info products to grow their own business. This is what Russell did to grow ClickFunnel’s into a $100 million a year business.
What is inside The Book?
Section 1: Creating your Mass Movement
This first section contains about learning how to create your mass movement.
Russell Brunson found out that many mass movements have 3 things in common:
- They each have a charismatic leader (or an attractive character)
- Each focused on a future based cause that was bigger than themselves
- They each offered their audience a new opportunity.
To become a leader (or expert), you first need to figure out what market you want to aim for.
The 3 core markets identified by Russell Brunson are wealth, health and relationships. But under these three core markets are hundreds of submarkets and subniches. For example, inside health you could have dozens of submarkets like diet, nutrition, strength training and weight loss. Inside the wealth market you may have finance, investing, real estate and sales. And the same goes for the relationship market. You could have love, dating advice, marriage and parenting.
The list goes on in any of the core markets. There are always new submarkets emerging and Russell teaches that the money is not in the submarkets. The riches are in the niches. And those are one step beyond the submarket.
What Russell is trying to say is though is that these submarkets are still too broad. There is so much competition and it will be hard for you to stand out. The goal is to carve out a unique spot in that ecosystem where you can thrive. That’s your niche. That niche is one of the keys to success as an expert. The submarket is very red ocean, meaning it is very hard to have success there. Russell suggests that you look at your own submarket and try to create a new niche, a fresh blue ocean for yourself and you’ll find success much easier.
After you’ve picked a niche Russell Brunson teaches in Expert Secrets 3 important questions what you should “ask” yourself to see if your niche can sustain your new expert business.
Question #1: Would people in this submarket be excited about the new opportunity I’m presenting in my niche?
Russell asks this question since he’s “pulling people” from a submarket into your own niche. Is your new opportunity something that wants to make them take action?
Question #2: Are the people in this market irrationally passionate?
Russell not only talks about if you aren’t passionate enough it won’t turn into a success, he moreover tells the things he looks for to determine if the people in the market are irrationally passionate.
Irrationally passionate markets have communites. Online forums, youtube channels, blogs and fan pages and so on. Irrationally passionate markets often have their own vocabulary. For example the internet marketing industry has words like “autoresponder”, “squeeze page” and “split testing”.
Irrationally passionate markets have their own events: online and offline meetups, seminars, masterminds and so on. If the market is already used to attending events you’ll have much easier time make them attend yours. Irrationally passionate markets have other experts. Does this market already have their own gurus and celebrities? There must be estasblished experts already thriving and selling information products in your market. Russell says you don’t want to be the first celebrity in the market.
Question #3 Are these people WILLING and ABLE to spend money on information?
Russell asks this question since your submarket must be both willing and able to spend money. Sometimes people are willing to spend money but they aren’t able. For example the appstore industry. You make an awesome game on the Appstore for kids who are willing to play the game but aren’t able to spend money into it. The problem? It requires a credit card purchase. It might be hard to convince the parents who have the credit card.
Once you’ve successfully picked your niche it’s time to move on to become an attractive character.
Russell talks about what it takes to become a persona that people want to follow. He shows you how not to be boring by aiming for the sweet spot what he calls the prolific index. You don’t want to be too mainstream nor “crazy”. You want to aim for the prolific while making the biggest impact on people, and at the same time make the most money.
He teaches you the “one sentence persuasion”. This is how you will start building the first of your true fans.
Once that’s in place, it makes building your movement a lot easier because you can create your content and funnels based around it.
By the end of this section, you’ll know exactly who you want to work with, how to reach them, and what you need to do to deliver the results they want.
Section 2: Creating Belief
The second section focuses on how to create belief and get your target audience to believe in what you are offering. It is about how to understand the minds of your followers in order to turn them into future customers.
The section covers #6 secrets of creating a belief, which I will talk about next.
The Big Domino: The first secret that Russell will show you in section 2: Creating belief is “The Domino”. If someone truly believes that the new opportunity is the key to what they want to the most, and that they can only get it through “your special vehicle” then all other objections and concerns become irrelevant. Meaning they have to give you money. For instance, this lead to what Russell Brunson did with Clickfunnels: He made people believe that funnels are the key to online business success and are only attainable through Clickfunnels, other objections are concerns became irrelevant because Russell Brunson convinced people that they need funnels in online businesses, therefore people handed money to him by buying he’s software.
The Epiphany Bridge
The Epiphany Bridge: You will learn how to convince people to purchase from you, using emotions and storytelling. Russell will also teach his secrets to get customers to understand you and your brand.
The Epiphany bridge teaches you that logic doesn’t sell so well compared to emotions and this is done through “storytelling”.
Therefore, If you tell a story about how you got your own “aha” moment, and structure it in a certain way that Russell teaches, then your audience will have the same epiphany themselves.
This will get them excited to learn more about it on their own by doing the hard work for you, and most importantly, get them excited to buy.
This is one of the best secrets in the book, because this is where Russell teaches you the framework to becoming a better storyteller.
The Hero’s Two Journey: Build a story that people can easily relate to through storytelling.
Russell teaches that good stories are really simple and often have 3 elements. A captivating character who is pursuing some compelling desire and who faces seemingly insurmountable obstacles to achieve it. If you got a character, desire and conflict then you’ve got a good story. These all can be seen in many TV shows, movies and operas.
The Epiphany Bridge Script: Combining the Hero’s Two Journey and the Epiphany Bridge together with a script on how to implement your character and story.
Russell teaches in this secret that an epiphany bridge story has 8 core sections that pull you through the hero’s two journeys.
- The Backstory: What is your backstory that gives us a vested interest in your journey?
- Your Desires: What do you want to accomplish?
- The Wall: What problem you faced in your opportunity that started you on this new journey?
- The Epiphany: What was the epiphany you experienced and new opportunity you found?
- The Plan: What was the plan you created to achieve your desire?
- The Conflict: What conflict you experienced along the road?
- The Achievements: What was your end result?
- The Transformation: What transformation you experienced through this journey?
False Belief Patterns: Russell teaches you how to break your customer’s false beliefs and replace them with new beliefs via your epiphany bridge.
The 3 Secrets: Russell introduces you to the three primary beliefs you need to break in order to make sales. He teaches you how to accomplish it via your epiphany script.
Section 3: Your Moral Obligation
The third section gives you the secrets of offering new opportunities to your followers. It is all about implementing what you learned in the first two sections and converting that into sales. How to communicate with your readers, break barriers and have them welcome you into their world so you can teach them more about what you know.
One of the core lessons of this section is the Stack Slide which helps you increase the overall value of your product. I am sure many of you readers are familiar with this concept or at least you’ve seen it before.
The idea here what Russell is teaching is that you are presenting an irresistible offer. Something you can’t really say no to. For instance, I’ve personally fallen to this many times, while browsing the internet. Something about the total value makes us think that the offer is so good that you can’t refuse it.
Russell shows examples of “slides” he’s using in he’s sales pages before the offer stack at the end. Expert secrets book shows many examples that Russell Brunson uses which include:
- What are you going to get
- Quick High-Level recap of deliverables
- Show case studies
- Who this works for (all inclusive)
- Destroy the #1 Reason people don’t get started
- Introduce the tools
- What you’ll be able to… / You’ll be able to get rid of…
- The problem this tool solved for you
- How much time/ money this tool will save them
- Break related beliefs about the tools
- Introduce tabgible by-product
- Pain and cost
- Ease and speed for them
- Break related beliefs
- Guarantees
- Urgency/scarcity bonus
- Closing call to action
- Q/A slide
Once you’ve got your offer stack in place it’s time to start selling your product/service. But how do you do this? Section 4 talks more about this.
Section 4. The Funnels
The forth section is divided into five sections:
- Epiphany Product Launch Funnels
- Email Epiphany Funnels
- The Perfect Webinar Hack
- The Perfect Webinar Model
- The Four Question Close
In this section, Brunson teaches you how to create opportunities for your followers. He also teaches you how to make money by helping others make money.
Webinars are probably the best method to sell your product because you can run multiple webinars per day, as often as you’d like.
You don’t have to do live events/webinars. You can actually just do a single presentation, record it and make it evergreen and have it sell for months to come.
Russell has spent years doing live webinars so he has perfected the formula over time. Therefore, Once he got it right, he was able to make consistent sales day in and day out, netting him millions of dollars.
This is what caused the phenomenon called the Perfect Webinar, which works incredibly well in many niches.
You’ll learn how to structure your webinar to take a prospect from a state of interest to the point where they are ready to hand over their money for the value you are providing them. You should always aim for value first, money second.
Regardless of the product, you can use the perfect webinar script to explain how valuable your product is to your customer and how to market it correctly throughout your webinar.
Many marketing webinars follow the script of Perfect Webinar in action. That’s because it is proven to work, and it’s pretty to master.
Section 5. What’s next
The last section of my Expert Secrets review briefly discusses how to “fuel” your funnels that will ignite your following so that you can start a mass movement.
Russell talks about how he realised that he’s dream customers that he wants to serve were already in the market looking for something. Russell talks about Dream 100 and to step back from my niche and go back up to the submarket level and spy your “competition”.
My final thoughts of Expert Secrets
I think every entrepreneur should read Expert Secrets. This book can teach you something very valuable for the low cost. It is value packed with excellent advice, that you can implement in your own brand and following.
Expert Secrets has a lot of authority behind it. Russell Brunson has done an amazing job with the book. Getting high value business advice from someone who is immensely popular creating an online business is priceless.
By developing a following of raving fans and a tribe, you’re ensuring that you will stay in business. You’re not only in the mercy of other platforms like Facebook or Google. Above all, you have your tribe of raving fans and following which will literally buy anything from you whenever you want.
And that’s very powerful stuff, which is why you should take the time to read Expert Secrets.
Disclosure: I am an independent ClickFunnels Affiliate, not an employee. I receive referral payments from ClickFunnels. The opinions expressed here are my own and are not official statements of ClickFunnels or its parent company, Etison LLC.Clickfunnels® is a registered trademark of Etison LLC .
