Expert Secrets summary

So you’ve chosen a niche and you know a little bit about what you want to share. But you still don’t have anything to sell. And that means you still don’t really have a relationship with your audience. That relationship is not established until they pay you. So where do you start?

What you’re going to do is create a masterclass. During it, you’ll teach a small number of people about your new opportunity. This will become the core curriculum for the people who will be paying you soon – but first, you’re going to test it with a beta group, for free.

Once you’ve got the content you’re going to sell, it’s time to create beliefs in the minds of your followers. If people believe in what you’re telling them, you can influence them in a positive way. And the best part is that you actually only need to get them to believe one thing.

The one thing, that is. The one belief that will erase all potential objections that might stop a client from purchasing your product. So ask yourself, “What’s the One Thing? What is the largest domino of belief that we need to knock down?” Every product has one, and if you can successfully identify it, people will have to buy what you’re offering. 

A common mistake people make is thinking that because their content is so good, people will automatically want to pay for it. Unfortunately, things don’t really work that way. To get paying customers, you need to work on sales. Fortunately, the author has already done a lot of that work for you with his perfect webinar tips. Note that these don’t apply just to webinars –⁠ they can also be used for video sales letters, stage presentations, email sequences, and more. The overall goal is to get people to believe in your One Thing.

In the beginning, you should build rapport with your audience and get them excited. There are a few especially good ways to do this. One is by giving you and your audience a common enemy. For example, during his presentation, the author might throw some shade at big corporations to align himself with his audience and distinguish his own company from the corporate enemy.

Early in his career, Chet Holmes was selling advertising for one of Berkshire-Hathaway’s law magazines. In spite of the fact that Chet was making calls and sending out materials every single day, their magazine was the worst performer out of all those in their industry.

Chet knew he needed to change something in his strategy. So he looked at the list of the 2,000 advertisers he was working with and discovered that 167 of them were spending 90 percent of their advertising budgets with his competitors. Chet defined those 167 advertisers as his “best buyers” and switched all of his marketing focus to them instead of the other 1800. It took four months for something to change, but finally he landed his first big account. By his sixth month of using the strategy, he’d landed 29 of the 167 advertisers, doubling sales over the previous year.