Same as “DotComSecrets“, “Expert Secrets” book by Russell Brunson became a bestseller. As Russell himself describes the book – it’s the underground playbook for creating a mass movement of people who will pay for your advice. The book is a comprehensive guide on how to position yourself as an expert in your niche and build a tribe of loyal followers. And in this review of “Expert Secrets,” I’ll highlight the main ideas from the book.
Russell Brunson is living proof that his strategy works as he himself has a huge following, not mentioning an army of funnel hackers behind ClickFunnels. Therefore, in “Expert Secrets” he shares tips on how he achieved such results. To my mind, this book is a must-read for any entrepreneur or marketer.
“Expert Secrets” Brief Review
“Expert Secrets” was released in 2017 after “DotComSecrets”, another famous book by Russell Brunson. The book is all about creating your own tribe of followers by becoming an expert in your area and influencing the lives of other people.
Russell fills the book with a lot of examples and stories which illustrate how he created his own following and turned ClickFunnels into a successful business.
“Expert Secrets” is aimed at two categories of people. The first category includes entrepreneurs who sell info products (e.g. ebook, course, coaching) directly. The second group consists of those people who want to leverage info products to grow their own business. This is exactly what Russell did to grow ClickFunnels.
Review Of The “Expert Secrets” Content
Creating Your Following
The first thing Russell explains in the book is how to create a huge following. He points out that all mass movements have three things in common:
- a charismatic leader or an attractive character;
- the focus on a future-based cause;
- new opportunity for the audience.
But firstly you should pick a niche you want to target and where you want to position yourself as an expert. There are three core markets out there to pick from – wealth, health and relationship. But you should narrow down your audience and pick a submarket. This way it’ll be easier for you to craft your message to the audience as you’ll know their pain points and needs.
After you pick your niche you can move further to the development of your attractive character. Russell explains how to create a persona that people want to follow, how to clearly transmit your message and be persuasive. Remember my “Expert Secrets” review is just a summary of the main points you can learn from the book. If you already think that you’ll benefit from reading this book you can grab your copy right now.
Creating A Belief
In this section, Russell clarifies how to understand your audience and turn them into customers based on their beliefs. He explains in detail how to use “The Domino” principle for crushing objections. Meaning how you figure out one thing somebody will believe in and knock down all the objections with it.
You’ll also learn how to connect with your audience through the emotional experience using “The Epiphany Bridge“. In the review, I’ll only highlight the main idea behind this technique which Russell explains in detail in “Expert Secrets”.
“The Epiphany Bridge” serves to give your audience an “aha” moment or epiphany you experienced at some point. You’ll learn how to structure your story so a people who listen to it have the same epiphany themselves. They will be curious to learn more about it on their own and more likely to buy.
Selling With Authenticity
In this part of the book, Russell is talking about how to convert everything you learned in the book, into sales. He explains how to use a stack slide which helps to increase the perceived value of your product. You’ll learn how to effectively build your own stack slide and use it as an irresistible offer.
Moreover, Russell shows how to sell your offer via an online webinar. Webinars are probably one of the best methods to sell your product because you can run a few of them per day. Russell spent years doing webinars so he was able to invent and perfect the formula of a successful webinar. He calls this formula the Perfect Webinar and explains in detail how you can utilize it.
You’ll learn how to structure your webinar to take a prospect from a state of interest to the point where they’re ready to pay for the value you provide.
“Expert Secrets” Pricing
To sum up this review, “Expert Secrets” is a must-read book for any entrepreneur or marketer. It’s full of advice and action steps which will let you build your own following of loyal fans.