Book review: Expert Secrets by Russell Brunson
My 37th read of 2017 was Expert Secrets: The Underground Playbook for Finding Your Message, Building a Tribe, and Changing the World, Russell Brunson.
This book is all about the most effective ways in which to share your message with an audience.
It featured some particularly useful processes and templates for shaping marketing messages and building online courses, which is something I’m considering at the moment.
Here are some of the passages I highlighted on my Kindle:
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.
Rule #1: 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 polarity, 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.
As you become more polar in your message, you will also notice that people on the other side of your message won’t be happy about it. By creating true fans, you will always upset those on the other side.
People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.
You will need to put up barriers to protect your time, so you can serve more people. By charging for what you do, you are showing those who do invest how much you really care about their success.
Our job as expert and leader is to help bring people to higher ground. To move them from where they are to where they want to be.
I wanted to create something similar for the videos we created for our Funnel Hacker community, so we created a video that became our rallying call. When my cult-ure hears it, they are very clear on who we are, why they should be involved, and where we are going.
Our goal is not to fix what’s not working. Our goal is to REPLACE what’s not working with something better.
Your job as the expert is to load up the elevated status side of the scale and decrease the risk of failure. You can do that by creating an amazing product and minimizing risk with things like money-back guarantees, risk reversals, and done-for-you options. The key to making a sale is 100% tied to this concept of status.
The first step to creating belief is figuring out the ONE THING you have to get someone to believe that will knock down all their other objections, make them irrelevant, or disappear altogether.
Logic doesn’t sell. Emotions sell. So to create those emotions, you have to go back and remember what it was that gave YOU the epiphany that caused you to believe in the new opportunity. That story — your Epiphany Bridge story — provides the emotional connection, and bridges the gap from the emotional to the logical side.
Every good story is built on three foundational elements (Character, Desire and Conflict), also known as “the plot.”
Sharing flaws is critical to gaining rapport. No one cares about Superman until we introduce kryptonite. He’s an uninteresting character until he has flaws and weaknesses, and the same is true of any hero.
Next up I’m reading Head Strong by Dave Asprey.