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Expert Secrets

By Russell Brunson

· Book Review

"This book made me change my mind about Russell Brunson - I have a newfound respect for him after reading Expert Secrets."

I use many different services for my business, and clickfunnels ( website/sales funnel building solution) is one of them. I first signed up for clickfunnels (a product which is owned by none other than the author of Expert Secrets) because it was known as the de-facto standard for selling things online and converting traffic into paying customers.

As I was going through his own "sales funnel" and began to become fascinated with this young multimillionaire marketer, I found video after video, and sales pitch after sales pitch. And at some point, I watched a few videos from him which struck me the wrong way. Videos where he seemed egotistical, cocky, and overly used car salesman like. So I kept using Clickfunnels, but I never bought into this outrageous character Russell Brunson.

One thing I did like, was some of the tactics he used to sale his stuff, like giving things away and all you have to do is pay shipping. Part of his onboarding into his product Clickfunnels gives away a t-shirt and also offers you his book "Expert Secrets" for free, if you just pay shipping. So I took him up on both offers, and received my book a few weeks after signing up for clickfunnels. They sat on my bookshelf until a trip I took recently, in which I decided to give this book a look, and threw it into my carry on.

Shortly after boarding my flight, I dug into the book. And before the end of the first chapter I was hooked. It was the exact book I needed. For those of you who've followed me for a while, you know one of my goals is to impact a ton of people and help them to design a life they love as quickly as humanly possible, or in just One Year. I've always envisioned The One Year Project going viral, with millions of people starting their own One Year Project, and making a decision to live life by design on their own terms, and to embark on their own journey to making it happen in just one year.

"Expert Secrets gave me the formula I needed for creating a mass movement of people who've lives I can then impact building a legacy and changing the world."

The information I received was not only useful and interesting, but was actionable. And one of the things I look for most from books is that the author doesn't just give you knowledge or insights but helps guide you down a path for how to use those knowledge and insights to take action and actually get results.

I was able to go chapter by chapter, creating an outline, and using it to structure my vision, offer, and positioning for my business.

"Expert Secrets helped me structure my vision and gain clarity on how to position it to my audience to gain traction quickly. "

Another thing to note is that the book is very well written and concise, the information is presented in an easy to digest manner, and I rather like that the book is comprised as a set of "secrets" hence the title, Expert Secrets. Instead of chapters, each "chapter" is set up as a secret, and then an in depth knowledge about the secret and how it's applied.

Here's a list of the "EXPERT SECRETS" - aka strategies to making an impact and being an expert

Section One: Creating You Mass Movement

Secret #1 - The Charismatic Leader/Attractive Character

Secret #2- The Cause

Secret #3 - The New Opportunity

Secret #4 - The Opportunity Switch

Section Two: Creating Belief

Secret #5 - The Big Domino

Secret #6 - The Epiphany Bridge

Secret #7 - The Hero's Two Journeys

Secret #8 - The Epiphany Bridge Script

Secret #9 - False Belief Patterns

Secret #10 - The 3 Secrets

Section Three: Your Moral Obligation

Secret #11 - The Stack Slide

Secret #12 - The Perfect Webinar

Secret #13 - The One Thing

Secret #14 - Breaking & Rebuilding Belief Patterns

Secret #15 - The Stack

Secret #16 - Trial Closes

Section Four: The Funnels

Secret #17 - The Perfect Webinar Model

Secret #18 - The 4-Question Close (For High Ticket Offers)

Secret #19 - The Perfect Webinar Hack

Secret #20 - Email Epiphany Funnels

Secret #21 - Epiphany Product Launch Funnels

Section Five: What's Next?

Secret #22 - Fill Your Funnel

I think the pro's of this book are:

  • It moves from more general in the beginning to more specific at the ending
  • It's a quick/easy read
  • It's actionable
  • It helps you understand online marketing even if you're a newbie
  • It helps you understand the in's and out's of an expert online business
  • If you follow everything to a tee it would be hard to lose
  • If you watch more "what he does" vs. "what he says" you'll learn 10X more
    • For example - he uses his book to sale you on the philosophy, then you have to purchase his products/offers to take advantage of that philosophy
I think the con's of this book are:
  • He never addresses other ways of doing business (aka offline experts)
  • It's used to primarily puff up his other methods and get you indoctrinated so that you purchase his other products
  • It could be seen as a glorified sales pamplet
  • I don't like the "one way" side of things, as if webinars are the only way, there are many many multi-millionaires I know who don't have fancy funnels, webinars, or the best of class marketing magic and are still pulling in 100's of thousands of dollars per month. 
  • I think it could be discouraging to newbies because it makes it all seem way to technical/over complicated, for a newbie just start with finding and audience and a message and learn and take action
  • You could get too caught up in the details to take action

Overall it was the right book for me at the right time, I suggest everyone reads this book who is 9-24 months into their online business building. And if you are looking to create a mass movement and scale your existing business, I think this book is par none.

Here's a link to get your own copy:

On a side note - if you haven't checked out clickfunnels (Russel's main product) it's the standard in the industry to sell things online, and it's pretty quick/intuitive and easy to learn. It took me about a week to get good enough to sell a ton of my books with very little audience.

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