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EXPERT SECRETS THE UNDERGROUND PLAYBOOK FOR CREATING A MASS MOVEMENT OF PEOPLE WHO WILL PAY FOR YOUR ADVICE

EXPERT SECRETS THE UNDERGROUND PLAYBOOK FOR CREATING A MASS MOVEMENT OF PEOPLE WHO WILL PAY FOR YOUR ADVICE

by ahmed benttass 2020 264 pages
4.24
4k+ ratings
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Key Takeaways

1. Create a Mass Movement by Becoming a Charismatic Leader

"People are silently begging to be led."

Become an attractive character. To create a mass movement, you must first become a charismatic leader that people want to follow. This involves living the life your audience wishes they could live and maintaining absolute certainty in your message.

Build rapport and trust. Share your backstory and character flaws to make yourself relatable. Be prolific in your content creation, sharing unique ideas that fall between mainstream advice and extreme concepts. This "Prolific Zone" is where you'll make the most impact and attract true fans.

Care deeply about your followers. Show genuine concern for your audience's success and offer them value from their perceived relationship with you. Remember, people don't care how much you know until they know how much you care.

2. Develop a Future-Based Cause to Inspire Followers

"Where there is no vision, the people perish."

Paint a compelling vision. A future-based cause gives your followers something to believe in and work towards. Create a clear vision of the future that your movement is striving to achieve, and help your followers see how their lives will improve when they reach that goal.

Break the 4-minute mile. Show your followers that what they thought was impossible is actually achievable. Share success stories of yourself and others who have accomplished the goals you're promoting. This builds belief and motivates people to take action.

Create a strong identity. Help your followers self-identify with your movement. Develop a simple phrase or title that people can use to describe themselves as part of your group. This creates a sense of belonging and strengthens their commitment to your cause.

3. Offer a New Opportunity to Attract and Retain Followers

"Logic doesn't sell. Emotions sell."

Create a blue ocean. Instead of offering an improvement on existing solutions, present a new opportunity that solves your followers' problems in a unique way. This "opportunity switch" helps you stand out in a crowded market and attracts people who are looking for a fresh approach.

Focus on status. Understand that people make decisions based on how it will affect their perceived status. Position your new opportunity as something that will increase their status, both in their own eyes and in the eyes of others.

Address internal and external struggles. Your new opportunity should not only solve external problems but also address the internal emotional struggles your followers are facing. This deeper connection makes your offer more compelling and increases the likelihood of people taking action.

4. Master the Art of Storytelling to Create Belief

"If you can tell a story about how you got your big 'aha', and if you structure the story right, they will have the same epiphany and will sell themselves on your product or service."

Use the Epiphany Bridge. Craft stories that take your audience through the emotional experience that led to your own "aha" moment about your new opportunity. This helps them have the same epiphany and creates a strong emotional connection to your message.

Simplify complex ideas. Use the "kinda like" bridge to explain difficult concepts by relating them to something your audience already understands. This makes your message more accessible and easier to grasp.

Follow the hero's journey. Structure your stories using the hero's two journeys: the external journey of achievement and the internal journey of transformation. This powerful storytelling framework helps your audience connect with your message on a deeper level.

5. Identify and Break False Belief Patterns

"When you know what those false belief patterns are, and you understand the experiences and the stories that your prospects have created in their minds, you can actually use Epiphany Bridge stories to replace their old stories—break their false beliefs—and create new ones."

Uncover limiting beliefs. Identify the false beliefs your potential customers have about your new opportunity, themselves, and external factors that might prevent them from taking action.

Create targeted stories. Develop Epiphany Bridge stories that address each false belief, showing how you overcame similar obstacles and achieved success. These stories help break down resistance and build new, empowering beliefs.

Address core concerns. Focus on the three main areas of false beliefs:

  • The vehicle (your new opportunity)
  • Internal beliefs (about their own abilities)
  • External beliefs (about outside forces)

By systematically addressing these concerns, you increase the likelihood of your audience embracing your new opportunity.

6. Craft an Irresistible Offer Using the Stack Slide Method

"The only thing prospects remember when you sell is the last thing you showed them."

Build value incrementally. Create a stack slide that showcases all the elements of your offer, including the main product, tools, bonuses, and exclusive extras. Present each element individually, then add it to the stack slide to show the accumulating value.

Aim for 10x perceived value. Ensure that the total perceived value of your offer is at least 10 times the actual price you're charging. This makes your offer seem like an irresistible deal.

Use urgency and scarcity. Include time-sensitive bonuses or limited availability to encourage immediate action. This helps overcome procrastination and increases sales.

  • Main product or service
  • Complementary tools or resources
  • Exclusive bonuses
  • Time-sensitive or limited-quantity offers

7. Utilize the Perfect Webinar Script for Effective Sales

"This is not a teaching presentation; this is a presentation to inspire people and cause them to actually take action to change their lives."

Focus on belief patterns. Structure your webinar to identify, break, and rebuild false belief patterns rather than simply teaching information. This approach creates lasting change and motivates action.

Follow the script structure:

  1. Introduction and rapport-building
  2. Present the "One Thing" (your Big Domino)
  3. Break and rebuild belief patterns with three secrets
  4. Present your offer using the stack method
  5. Use various closing techniques

Practice and refine. Deliver your webinar live multiple times before automating it. This allows you to refine your presentation based on audience feedback and questions, ultimately improving your conversion rates.

8. Implement a Consistent Webinar Model for Sustainable Growth

"I recommend presenting the webinar live a few dozen times (at least) before you ever automate it."

Weekly live webinars. Commit to running the same webinar every week for at least 12 months. This consistent approach allows you to refine your presentation and build a steady stream of leads and sales.

Promote strategically. Focus on driving traffic to your webinar registration page from Monday to Thursday morning. Use email marketing, social media, and paid advertising to attract your target audience.

Follow-up sequence. Implement a robust follow-up campaign after the webinar, including replay access, additional resources, and urgency-driven emails. This can often double your sales compared to the live event alone.

Key steps in the webinar funnel:

  1. Registration page
  2. Thank-you page with self-liquidating offer
  3. Indoctrination email sequence
  4. Live webinar presentation
  5. Follow-up and replay campaign
  6. Cart close

9. Use the 4-Question Close for High-Ticket Offers

"If they don't have what they want yet, there must be a reason. And you need to know whether you can help them with those obstacles or not."

Pre-qualify prospects. Use an application form to gather information about potential high-ticket clients before getting on a call with them.

Follow the 4-question structure:

  1. What would make this the best decision you ever made?
  2. Why don't you have it yet?
  3. What resources do you have that you're not fully utilizing?
  4. Do you want me to help you?

Listen for responsibility. Pay attention to whether prospects take responsibility for their situation or blame others. Those who take responsibility are more likely to succeed with your help.

This approach helps you identify ideal clients, understand their true motivations, and close high-ticket sales more effectively.

Last updated:

FAQ

What's "Expert Secrets" about?

  • Purpose of the book: "Expert Secrets" by Russell Brunson is a guide to turning your specialized knowledge, talents, and abilities into a profitable business. It provides a roadmap for creating a mass movement of people who will pay for your advice.
  • Core focus: The book emphasizes the importance of creating a new opportunity for your audience, rather than offering improvements on existing solutions. This involves crafting a unique niche and building a following.
  • Structure: The book is divided into five sections, each focusing on different aspects of building and monetizing a mass movement, from creating belief to developing sales funnels.

Why should I read "Expert Secrets"?

  • Monetize expertise: If you have specialized knowledge or skills, this book offers a step-by-step guide to turning that expertise into a profitable business.
  • Create a movement: It teaches you how to build a loyal following by creating a new opportunity that resonates with your audience.
  • Proven strategies: The book is based on Russell Brunson's own experiences and successes, providing practical advice and strategies that have been tested in various markets.

What are the key takeaways of "Expert Secrets"?

  • Mass movement creation: Learn how to create a mass movement by becoming a charismatic leader, establishing a future-based cause, and offering a new opportunity.
  • Storytelling for belief: Master the art of storytelling to create belief in your audience, using techniques like the Epiphany Bridge and the Hero’s Two Journeys.
  • Sales and funnels: Develop effective sales presentations and funnels using the Perfect Webinar model to convert followers into paying customers.

What is the "Perfect Webinar" model in "Expert Secrets"?

  • Webinar structure: The Perfect Webinar is a script designed to sell products and services through webinars, focusing on breaking and rebuilding belief patterns.
  • Three parts: It consists of an introduction to build rapport, a content section to address false beliefs, and a stack section to present the offer.
  • Repetition for mastery: Brunson advises delivering the same webinar weekly for a year to refine the presentation and maximize conversions.

How does "Expert Secrets" define a "new opportunity"?

  • New opportunity vs. improvement: A new opportunity is a unique solution that offers a fresh start, as opposed to an improvement offer that suggests fixing existing problems.
  • Blue ocean strategy: The book encourages creating a niche that stands out in a crowded market, akin to finding a "blue ocean" where competition is minimal.
  • Status elevation: A new opportunity should promise to elevate the status of the audience, making it more appealing and desirable.

What is the "Epiphany Bridge" in "Expert Secrets"?

  • Storytelling tool: The Epiphany Bridge is a storytelling technique used to convey the emotional journey that led you to your big "aha" moment.
  • Structure: It involves sharing your backstory, the wall you hit, the epiphany you experienced, and the transformation that followed.
  • Purpose: The goal is to help your audience experience the same epiphany, leading them to believe in your new opportunity.

What are the "3 Secrets" in "Expert Secrets"?

  • Core beliefs: The 3 Secrets address the core false beliefs that prevent people from accepting your new opportunity: the vehicle, internal beliefs, and external beliefs.
  • Vehicle belief: This involves convincing your audience that your new opportunity is the right vehicle for achieving their desires.
  • Internal and external beliefs: These secrets tackle personal doubts and external obstacles, using stories to break and rebuild these beliefs.

How does "Expert Secrets" suggest building a mass movement?

  • Charismatic leader: Become a leader who inspires and attracts followers by sharing your journey and being relatable.
  • Future-based cause: Create a vision of the future that your audience can rally behind, giving them hope and direction.
  • New opportunity: Offer a unique solution that promises to elevate their status and fulfill their desires.

What is the "Stack Slide" in "Expert Secrets"?

  • Offer presentation: The Stack Slide is a visual tool used to present the components of your offer, showing the value of each element.
  • Value stacking: It involves listing each part of the offer with its value, building up to a total that far exceeds the asking price.
  • Purpose: This technique helps the audience see the immense value they are getting, making the offer irresistible.

What are the best quotes from "Expert Secrets" and what do they mean?

  • "You’re just one funnel away…" This quote emphasizes the potential of a well-crafted sales funnel to transform your business and life.
  • "People will do anything for those who encourage their dreams…" This highlights the importance of understanding and supporting your audience's aspirations to build trust and loyalty.
  • "If you believe in the product or service you’re selling, then you have a moral obligation to try and serve your customers in every way possible." This underscores the ethical responsibility of selling something that genuinely helps people.

How does "Expert Secrets" address false belief patterns?

  • Identify false beliefs: The book teaches you to recognize the false beliefs your audience holds about your new opportunity.
  • Epiphany Bridge stories: Use storytelling to break these false beliefs and replace them with empowering truths.
  • Rebuild beliefs: The goal is to guide your audience to new beliefs that align with your offer, making them more likely to take action.

What is the "Dream 100" strategy in "Expert Secrets"?

  • Target influencers: The Dream 100 strategy involves identifying 100 people or companies who already have your dream customers.
  • Build relationships: Focus on building genuine relationships with these influencers to gain access to their audience.
  • Leverage partnerships: Use these relationships to promote your new opportunity, either through direct promotion or integration into their existing sales funnels.

Review Summary

4.24 out of 5
Average of 4k+ ratings from Goodreads and Amazon.

Expert Secrets receives mixed reviews, with ratings ranging from 1 to 5 stars. Readers appreciate the valuable marketing insights and strategies presented, particularly for digital businesses. However, some criticize the book's aggressive sales tactics and promotion of the author's products. Critics argue that the methods taught may compromise ethical standards, while supporters find the content actionable and transformative for their businesses. The book's focus on personal branding, creating online courses, and effective storytelling resonates with many readers seeking to monetize their expertise.

Your rating:

About the Author

Russell Brunson is a digital marketing entrepreneur, author, and speaker born in 1980 in Provo, Utah. He developed an interest in marketing from a young age, collecting junk mail and studying advertisements. Brunson was also a successful wrestler in high school and college, becoming one of the top ten wrestlers in the country at graduation. He has since founded and co-founded several successful companies, popularized effective sales techniques, and published multiple books on marketing. Brunson's background in wrestling taught him valuable lessons about competition, hard work, and winning, which he has applied to his business ventures.

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