CEO of ClickFunnels GIVES away his business secrets!
What is ‘Expert Secrets’?
Expert Secrets is the follow-up to Russell Brunson’s best selling DotCom Secrets book.
Who is Russell Brunson?
Russell is an entrepreneur who has started multiple successful online businesses, including Clickfunnels®, which is now a $100 million company.
In this book, Russell discusses various methods/strategies of building your own personal brand and how it can benefit you and your businesses long term.
He also breaks down the strategies to build authority and a loyal audience who won’t just listen to you but will make purchase decisions based on your recommendations.
At the time of this post, Expert Secrets has 4.5 stars and 168+ customer reviews on Amazon.
The book is aimed at people trying to run two types of businesses.
The first is, you have your products or services that you want to promote or sell to your customers. Your product or service can be an Online Course, Software, Web application, e-book, etc.
The second type is someone who wants to leverage info products to grow their own business.
This is what Russell did to grow ClickFunnels into a $100 million a year business.
The beginning of the book is all about learning how to create your mass movement.
Russell found that all mass movements have 3 things in common.
1. They each have a charismatic leader (or an attractive character)
2.Each focused on a future-based cause that was bigger than themselves
3. They each offered their audience a new opportunity.
To become a leader (or expert), you first need to figure out what market/niche you want to serve.
The 3 core markets to pick from are Wealth, Health and Relationships.
Now you need to understand that all these three markets are diverse and have hundreds of submarkets within themselves.
For example, under the Wealth niche, you can include sub-niches like Bitcoin, Internet marketing, Stock Market, Banking, Personal Saving, etc.
What Russell emphasizes though is that these submarkets are still too broad.
There is so much competition and it will be hard for you to stand out.
So, you can either spend years trying to understand the market, adapting yourself to the changes, learning as many new things as possible just to stand out among the crowd or you can drill down one level deeper to find sub-sub-niches or markets.
For example, Internet marketing is still a diverse field, and it includes subtopics such as Affiliate Marketing, Promotional strategies, Email Marketing, Marketing Automation, etc.
Once you’ve picked your niche, you can then move on to developing your Attractive Character.

Later in this section, Russell discusses some tips on creating a personality that other people would want to follow, interact, and become.
He shows you some implementable strategies to become more persuasive and at the same time and entertaining person.
Once you have learned the basics of a charismatic personality, you will find it quite easy for you to create funnels that your audience will love to join.
By the end of this section, you’ll know EXACTLY who you want to work with, HOW to reach them, and WHAT you need to do to deliver the results they want.
Section 2: Creating a Belief
This section focuses on how to understand the minds of your followers to turn them into customers.
Russell starts off this section focusing on your “One Thing” aka “The Domino”. It’s the one thing you need to get someone to believe that will knock down all of their objections.
Once you figure out your “one thing” the way he explains it, it will change the way you do business.
Next, in order to better connect with your audience, Russell talks about coming up with your “the Epiphany Bridge”.

This is the story that takes your audience through the emotional experience that got you excited about the opportunity you are sharing with them.
And if you tell this story about how you got your own “aha” moment, and structure it in the way that Russell explains, then your audience will have the same epiphany themselves about whatever you are talking about.
This will get them excited to learn more about it on their own, and most importantly, get them excited to buy.
I love and enjoy this part of the book because this is where Russell teaches you the framework for becoming a better Storyteller or Story-seller.
You’ll learn about the “kinda like” bridge to help you simplify more complex concepts and how to get people to “feel” when listening to your stories.
Next, you’ll learn about a story framework called The Hero’s 2 Journeys and it’s a formula that movies have been following for years.
It’s a proven structure you can use for any story you want to tell.
However, Russell has simplified the whole process into what he called the Epiphany Bridge Script.
What’s cool is that you just answer the 8 questions that he has come up with, and it will essentially write the story for you itself.

#3: The stack
The final section is all about the implementations.
You will get the strategies and methods to implement the knowledge you have gained in the first two sections.
The main topic that Russell discusses in this section is a stack slide which, according to him, will help to improve the overall value of your product.
He then goes on discussing how crucial it is to your marketing, especially when you implement the strategies in your webinars or sales funnels.
He also shares some tips on how to effectively build your stack slide and then make it into an irresistible offer.
What I really liked about this book is the live examples that Russell has shared with his readers.
He doesn’t only walk you through the steps and various strategies but also shows you live examples of how he implemented the same strategy in his business and in his personal life that resulted in a massive success of Clickfunnels and all his other businesses.

Final Thoughts.
I thoroughly enjoyed Expert Secrets. It was packed with actionable advice, that I’ve been able to use myself for building my own Brand and following in my own Facebook group.
BONUS:
Here are some of the passages that caught my attention:
You don’t have to be the most knowledgeable person in the world on your topic, you just have to be one chapter ahead of the people you’re helping.
Become an attractive character, and live the life your audience wishes they could live.
The key is to understand that the people will follow you because you have completed the journey they are on right now, and they want the result you have already achieved. They want to become like you.
When your messages cause impact, it attracts attention and people will pay for it.
Neutrality is boring, and rarely is money made or change created when you stay neutral.
Being polar is what will attract raving fans and people who will follow you and pay for your advice.
Expert Secrets Pricing
You can find the paperback edition of Expert Secrets on Amazon selling for $13.56. Or you can grab the Kindle version for $8.69.
However, if you want to get a pretty big discount, Russell is giving away Expert Secrets for FREE if you buy through his website.
All you have to do is pay shipping and handling, which comes out to $7.95.
I really do recommend going through the main site to buy the book. Because you’ll get to see directly one of the most successful sales funnels out there, and experience some of the lessons first hand that you’ll learn in the book.
Plus you’ll be able to purchase the Expert Secrets audiobook through the funnel as well if you prefer that medium instead.
By developing a following of loyal fans, you’re ensuring that you can build a defensible moat around your business.
You’re no longer at the mercy of other platforms like Facebook or Google.
Instead, you have people following every word you say and buying when you want them too.
And that’s very powerful stuff, which is why you should take the time to read Expert Secrets.
Get your FREE copy of Expert Secrets by clicking HERE
