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Expert Secrets Book Summary - Expert Secrets Book explained in key points

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Expert Secrets summary

Name: Expert Secrets
Rating: 4.3 (180 reviews)
Author: Russell Brunson

Russell Brunson

The Underground Playbook for Converting Your Online Visitors into Lifelong Customers

4.3 (180 ratings)

16 mins

Brief summary

'Expert Secrets' by Russell Brunson is a guide for entrepreneurs to create a successful business around their expertise or passion. The book provides actionable steps for building a loyal following, identifying their target market, and creating a sales funnel that converts.

Topics

Sales Growth Hacking Confidence Entrepreneurship

Table of Contents

Expert Secrets
Summary of 5 key ideas

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Key idea 1 of 5

What’s in it for me? Use the knowledge you already possess to start and run a thriving business

You’re an expert at something. Full stop. No matter who you are, no matter what you do, there is something you know or something you can teach.

And let’s take this a step farther. No matter what that something you can teach is, you can use it to start a business. Information is a powerful tool. It attracts interest, attention, and money –⁠ even if you don’t think so right now.

This Blink will reveal the expert secrets you need to start with absolutely nothing –⁠ not even the concept of a business –⁠ and make it all the way through to owning a profitable company. I know you’re curious, so come on –⁠ let’s dive in.

Starting a mass movement

Right now, you might be uncomfortable taking on the role of expert. The author gets it. He, too, often struggles with that negative inner voice.

For many of you, the problem is likely that your unique abilities are so second-nature that you dismiss them. The author does this, too. He has a talent for looking at a business or product line and almost immediately understanding how its owner should be selling it. To him, this seems like common sense. But from other people’s point of view, he has a rare talent for which they’re willing to pay a lot of money. Your skill might not seem like a big deal to you, either – but it is to someone else, whether it’s playing piano or fixing motorcycles.

Once you’ve figured out your area of expertise, it’s time to drill down a bit deeper to find your audience. Almost all expert businesses are based in one of three core markets: health, wealth, or relationships.

First, determine which of these markets you’re addressing. Then, find the submarket you’re addressing within the core market. For example, within the health market, you’ll find the submarkets of diet, strength training, and weight loss. Which one is yours?

After identifying your submarket, you’re still not done. Because the money isn’t in the submarkets, it’s in the niches –⁠ another level beyond the submarket. To find your niche, you might look at other experts in your submarket and see what they’re selling. What can you offer people that’s different and special?

It’s super important to find your niche, because all the submarkets are already crowded with competitors. For example, say your core market is wealth and your submarket is real estate. There are tons of companies operating in the real estate market – but maybe not so many operating in the niche of flipping houses on eBay.

Once you’ve chosen your niche, it’s time to become a charismatic leader who can sell your product. The key here is to maintain absolute certainty about what you’re offering. This can take time, but one of the ways you can build up certainty is by publishing your messages daily through podcasts, Facebook, blogging, Snapchat, or whichever platform you prefer.

The platform doesn’t matter as much as your consistency in publishing. When the author set out to publish videos on Facebook Live, he posted literally every day –⁠ even when no one at all was listening.

Why? Because he was publishing not for an audience, but for himself. He needed to discover his voice and to see what topics and ideas people would actually respond to. Over time, you, too, will become better at creating and posting the things people care about, and your audience will grow.

The six-week masterclass

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.

Make them believe

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.

The perfect webinar

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.

The funnel

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.

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What is Expert Secrets about?

Expert Secrets is an accessible, intelligent roadmap to building a business using your unique knowledge and skills. Think you don’t have the qualifications, degrees, or certifications you “need” to start a business? You’re not alone, but you are wrong –⁠ in fact, anyone with the right amount of passion can start and run a thriving business, with the helping hand of a few expert secrets.

Expert Secrets Review

Expert Secrets (2017) is a valuable read for anyone looking to become an expert in their field and monetize their knowledge. Here are three reasons why this book stands out:

It provides practical strategies for building a loyal following and turning that following into paying customers, allowing readers to unlock the potential of their expertise.
Backed by real-life case studies and examples, the book offers insights and actionable steps to help readers create a profitable business based on their passion and knowledge.
With its focus on delivering value and serving others, the book reframes the concept of sales and marketing, making it an engaging and empowering read.

Who should read Expert Secrets?

Those with a passion for a particular subject
Aspiring entrepreneurs
Business owners searching for a leg up

About the Author

Russell Brunson is the CEO and co-founder of ClickFunnels, Inc., a platform designed to help funnel customers to people’s websites or blogs. Without a fancy marketing degree or other qualifications that aspiring business owners think they need, Brunson built businesses generating hundreds of millions of dollars and active users. He is also the New York Times and Wall Street Journal best-selling author of Dotcom Secrets and Traffic Secrets.

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Marketing & Sales Entrepreneurship

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