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

Russell Brunson

The Underground Playbook for Converting Your Online Visitors into Lifelong Customers

4.2 (148 ratings)
16 mins
Table of Contents

    Expert Secrets
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    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.

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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.

    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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