重点摘要
1. 通过成为有魅力的领导者创建大众运动
“人们默默地渴望被引导。”
成为有吸引力的角色。 要创建大众运动，首先你必须成为一个人们愿意追随的有魅力的领导者。这需要你过上你的观众希望过的生活，并对你的信息保持绝对的信心。
建立融洽关系和信任。 分享你的背景故事和性格缺陷，使自己更具亲和力。大量创作内容，分享介于主流建议和极端概念之间的独特想法。这种“多产区”是你产生最大影响并吸引真正粉丝的地方。
深切关心你的追随者。 表现出对观众成功的真诚关心，并通过他们与您的关系为他们提供价值。记住，人们在知道你有多关心他们之前，不会在意你知道多少。
2. 发展一个基于未来的事业以激励追随者
“没有愿景，人民就会灭亡。”
描绘一个引人入胜的愿景。 基于未来的事业为你的追随者提供了一个可以相信和努力实现的目标。创建一个清晰的未来愿景，让你的运动努力实现，并帮助你的追随者看到当他们达到目标时，他们的生活将如何改善。
打破4分钟一英里的记录。 向你的追随者展示他们认为不可能的事情实际上是可以实现的。分享你自己和其他人实现你所推广目标的成功故事。这会建立信念并激励人们采取行动。
创建强烈的身份认同。 帮助你的追随者自我认同你的运动。开发一个简单的短语或称号，让人们可以用来描述自己是你团队的一部分。这会创造一种归属感并加强他们对你事业的承诺。
3. 提供一个新的机会来吸引和留住追随者
“逻辑无法销售。情感才能销售。”
创造一个蓝海。 不要提供现有解决方案的改进，而是提出一个以独特方式解决追随者问题的新机会。这种“机会转换”帮助你在拥挤的市场中脱颖而出，并吸引那些寻找新方法的人。
关注地位。 理解人们做决定是基于它将如何影响他们的感知地位。将你的新机会定位为能够提升他们地位的东西，无论是在他们自己眼中还是在他人眼中。
解决内外部斗争。 你的新机会不仅应解决外部问题，还应解决追随者面临的内部情感斗争。这种更深层次的联系使你的提议更具吸引力，并增加人们采取行动的可能性。
4. 掌握讲故事的艺术以创造信念
“如果你能讲述一个关于你如何获得重大‘顿悟’的故事，并且如果你结构正确，他们也会有同样的顿悟，并会自己推销你的产品或服务。”
使用顿悟桥。 精心编写故事，让你的观众经历你对新机会的“顿悟”时的情感体验。这有助于他们产生同样的顿悟，并与您的信息建立强烈的情感联系。
简化复杂的想法。 使用“有点像”桥来解释困难的概念，将它们与观众已经理解的事物联系起来。这使你的信息更易于理解和掌握。
遵循英雄之旅。 使用英雄的双重旅程来结构你的故事：成就的外部旅程和转变的内部旅程。这种强大的叙事框架有助于你的观众在更深层次上与您的信息产生共鸣。
5. 识别并打破错误的信念模式
“当你知道那些错误的信念模式是什么，并且你理解潜在客户在他们的脑海中创造的经历和故事时，你实际上可以使用顿悟桥故事来取代他们的旧故事——打破他们的错误信念——并创造新的信念。”
揭示限制性信念。 识别潜在客户对你的新机会、他们自己以及可能阻止他们采取行动的外部因素的错误信念。
创建有针对性的故事。 开发顿悟桥故事，解决每一个错误信念，展示你如何克服类似的障碍并取得成功。这些故事有助于打破抵抗并建立新的、赋权的信念。
解决核心问题。 关注错误信念的三个主要领域：
- 载体（你的新机会）
- 内部信念（关于他们自己的能力）
- 外部信念（关于外部力量）
通过系统地解决这些问题，你增加了观众接受你新机会的可能性。
6. 使用堆叠幻灯片方法打造不可抗拒的提议
“当你销售时，潜在客户记住的唯一事情就是你最后展示的东西。”
逐步建立价值。 创建一个堆叠幻灯片，展示你的提议的所有元素，包括主要产品、工具、奖金和独家额外内容。单独展示每个元素，然后将其添加到堆叠幻灯片中，以显示累积的价值。
目标是10倍的感知价值。 确保你的提议的总感知价值至少是你实际收费的10倍。这使你的提议看起来像是一个不可抗拒的交易。
使用紧迫感和稀缺性。 包括时间敏感的奖金或有限的可用性，以鼓励立即行动。这有助于克服拖延并增加销售。
- 主要产品或服务
- 补充工具或资源
- 独家奖金
- 时间敏感或数量有限的提议
7. 使用完美的网络研讨会脚本进行有效销售
“这不是一个教学演示；这是一个激励人们并促使他们采取行动改变生活的演示。”
关注信念模式。 结构你的网络研讨会，以识别、打破和重建错误的信念模式，而不仅仅是教授信息。这种方法创造了持久的改变并激励行动。
遵循脚本结构：
- 介绍和建立融洽关系
- 提出“一个关键点”（你的大多米诺骨牌）
- 用三个秘密打破并重建信念模式
- 使用堆叠方法展示你的提议
- 使用各种关闭技巧
练习和改进。 在自动化之前多次现场进行网络研讨会。这使你能够根据观众的反馈和问题改进你的演示，最终提高转化率。
8. 实施一致的网络研讨会模式以实现可持续增长
“我建议在自动化之前至少现场进行几十次网络研讨会。”
每周现场网络研讨会。 承诺每周进行相同的网络研讨会，至少持续12个月。这种一致的方法使你能够改进你的演示并建立稳定的潜在客户和销售流。
战略性推广。 专注于从周一到周四早上为你的网络研讨会注册页面引流。使用电子邮件营销、社交媒体和付费广告来吸引你的目标观众。
跟进序列。 在网络研讨会后实施强大的跟进活动，包括重播访问、额外资源和紧迫感驱动的电子邮件。这通常可以使你的销售额比仅现场活动翻倍。
网络研讨会漏斗的关键步骤：
- 注册页面
- 带有自我清算提议的感谢页面
- 灌输电子邮件序列
- 现场网络研讨会演示
- 跟进和重播活动
- 购物车关闭
9. 使用4个问题关闭高价提议
“如果他们还没有得到他们想要的东西，肯定有原因。你需要知道你是否可以帮助他们克服这些障碍。”
预先筛选潜在客户。 使用申请表在与潜在高价客户通话之前收集他们的信息。
遵循4个问题结构：
- 什么会让这成为你做过的最好的决定？
- 为什么你还没有得到它？
- 你有哪些资源没有充分利用？
- 你想让我帮助你吗？
倾听责任感。 注意潜在客户是否对他们的情况负责或责怪他人。那些对自己负责的人更有可能在你的帮助下取得成功。
这种方法帮助你识别理想客户，了解他们的真实动机，并更有效地关闭高价销售。
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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.
评论
《专家的秘密》获得了褒贬不一的评价，评分从1星到5星不等。读者们欣赏书中提供的宝贵营销见解和策略，尤其是针对数字业务的部分。然而，有些人批评书中激进的销售策略和对作者产品的推广。批评者认为，书中教授的方法可能会影响道德标准，而支持者则认为内容对他们的业务具有可操作性和变革性。书中关于个人品牌、创建在线课程和有效讲故事的重点，引起了许多希望通过专业知识获利的读者的共鸣。
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