Ever since it was launched in 2017, Expert Secrets has gained an immense fan following and is somewhat regarded as a bible for entrepreneurs. Authored by Russell Brunson, the book is indeed a thought-provoking resource that provides “the single biggest secrets to selling more inside of your funnels without driving any extra traffic.”
The book takes an in-depth and straightforward approach to guide readers on how to become niche experts and provide real value to their dream customers. It also emphasizes how businesses should nurture qualified leads and existing customers within their sales funnel itself to drive more sales.
The key idea should be to establish your business as “transformational” rather than merely being “transactional.” That means businesses must focus on offering value to customers than just selling.
If you are an entrepreneur or an online business that is struggling to drive increased sales and improve the bottom line, then you may learn a lot from this book. Check out our Expert Secrets Book review to understand what this book is all about.
Let’s dive in.
About the Author – Russell Brunson
Experts Secrets is the brainchild of Russell Brunson, an acclaimed internet marketer and the co-founder of ClickFunnels – a cutting-edge tool that helps build sales funnels with minimalist effort and time. He is also a New York Times Bestselling Author who has two other popular books in his portfolio – DotCom Secrets and Traffic Secrets. Russell has popularized the concept of a sales funnel and provides advice on how to design marketing campaigns around these sales funnels.
With over 19 years of industry experience, he has helped millions of passionate entrepreneurs get their brand message out to the customers quickly. His knowledge and expertise as an internet marketer reflect in secrets and strategies he has shared in the books, and might help you.
So, let’s move on to reviewing the book in-depth.
Expert Secrets - Who is it for?
Or to be more precise, is the book really for you?
If you are struggling to boost sales for your business or attract new customers, Expert Secrets might be the go-to resource to drive effective results. The book is suitable for marketing any type of business, providing step-by-step advice to engage your audiences meaningfully and drive sales with the funnel. But this is possible only if you are able to establish yourself as an expert in the niche, leveraging your knowledge and skill to address your audience’s pain points and add value.
And not necessarily entrepreneurs! The book is also for individuals who have acquired specialized knowledge and proficiency in a particular field that they believe can be beneficial to others, so much that they will be ready to pay for your advice. Expert Secrets is for everyone who has aspired to be a guide, a coach, or an expert – adding value to people’s lives or businesses – leveraging it as a career and generating increased ROI.
As Russell Brunson suggests, the book is for every business owner ranging from diverse fields, such as local small business, coaching/consulting, B2B, e-commerce, informational products, network marketing, non-profit organization, blogging/affiliate, agency/freelancer, and many more. To put it simply, if you have a business online and want to increase sales without driving extra traffic, this book is for you.
What’s Inside Expert Secrets?
Experts Secrets covers three crucial aspects:
- Discover the voice that gives you the self-assurance to become an expert in your niche
- Build a mass movement of the dedicated target audience for whom you can create value with your advice
- Become a leader in your niche and make this your career
How do you think some businesses manage to take the market by storm and spark a mass movement? Does this happen by accident?
No. Russell Brunson points out three factors that help brands drive a mass movement of the target audience –
- Powerful and charismatic leaders
- A forward-thinking approach with a bigger picture in mind
- Providing their prospects with a one-of-a-kind brand opportunity
This book takes a comprehensive approach to help you establish yourself as that powerful and charismatic leader, beginning with selecting the right market to hone their expertise. According to the author – relationships, health and wealth are three primary areas you should choose. These are broad categories and can help generate buzz and attention.
From there, you can move on to build a magnetic persona.
Expert Secrets Book Review - Summary of the Book
Section 1: Creating Your Movement:
In the first section of the book, Russell Brunson will explain the secrets to help find a VOICE. It begins with transforming from just selling products and services to offering value for your audience, and finally creating a movement that can radically change the lives of your customers.
Expert Secrets further provides the framework that will help you develop a teaching framework to deliver your knowledge and expertise in a manner that enables your prospects to learn and achieve the results they want. You will understand how to establish yourself as an authority in the niche and outsmart your competitors.
The author also discusses “the only thing that causes your dream customers to move toward” your brand “or not move at all.” You need to understand this aspect in-depth and it will help optimize brand communication for your dream customers. An interesting point that the book highlights is how to re-package your content, make it more unique, and present it in a different way to your audience. Smartly reselling the same concept will add new value for your prospects and influence them to pay a higher price.
During the process of becoming an industry expert, continue to engage your followers with the hope of offering them something better. This helps build anticipation and excitement among them, and they will be looking forward to your advice.
Section 2: Creating Belief:
This is perhaps the most valuable section of the book – how to create a belief and sense of trustworthiness among your target audience. Offer so much brand value and dedicated advice that helps create that “A-Ha” moment, giving your dream customers more lucidity in resolving their problems. According to Russell, this will make them go gaga on your offer even before you have made it.
A major part of Expert Secrets revolves around storytelling. Since, 95% of buying decisions are made on emotions, creating an engaging story can help target the subconscious mind of your customers and inspire them to buy. As such, Russell has primarily focused on storytelling, which is a powerful tool to create a firm belief about your brand and have maximum impact on your audience.
Not sure how to create a compelling story around your offer? The book shares a “journey” framework that offers a step-by-step guide to streamline story structuring. The more powerful, relevant and engaging your story will be, the greater emotional impact you will have as a storyteller.
This section of the book can help curate a script that turns out to be a gripping story for your customers – essentially targeting their pain points, how you empathize with them and definitive ways to address their problems. So, that is about creating a “Light-Bulb Moment” for your customers; a rewarding experience that will make it irresistible for them to wait for a solution you are about to offer.
As a secret, Russell also unveils 4 different stories to help you recreate the stories that haunt your customers by saying “they can’t” or do not serve their purpose actually. That means you can smartly replace their pain point stories with your compelling story, which will help create a buzz and trustworthiness for your brand.
Section 3: One-to-Many Selling
Selling your brand or knowledge as advice to a mass can be challenging. It is about triggering various pain points and giving solution for each. There may come clashes and grievances on the way, and therefore, it is crucial to create a script that promises to offer value for everyone.
By reading this book, you can master the art of one-to-many selling through a comprehensive framework that can help pre-sell your customers on an upcoming offer. This step-by-step guide will help create a massive value for your prospects and instill a sense of “buy right now” so that you do not have to give extra effort to sell in actuality. Russell says he uses this one-to-many selling framework every time he presents a webinar or goes on stage to deliver a presentation and make an offer.
So, you can consider these tips mentioned in the book to be time-tested and may deliver value for your customers as they do for ClickFunnels – Russell’s own company. He also shares the secret to addressing a customer’s false belief or apprehension that is keeping him off from accepting your offer. And this can only happen when you are able to identify their negative thoughts for your brand and challenge the same with a powerful and compelling message.
Through a 3-part storytelling framework, you will be able to avert the customers’ false notions even before they could think of them. Know how to reshape their belief patterns and inspire them to take action that can transform their lives. In short, this book offers the strategies to curb all negative thoughts and worries surrounding your brand with a more captivating message that inspires your audience to buy.
Another aspect we liked about Expert Secrets is it provides a complete breakdown of what to include slide-by-slide when you give a presentation to your customers. There is an exact script you can use to seamlessly switch from “content” to adding value to the customers and closing the sale. Taking a step further, Russell also shares his favorite CTA messages that he used during his presentation. You can layer these and integrate them into your sales presentation to influence your customers to buy an offer.
Section 4: Becoming Your Dream Customer’s Guide:
Becoming an expert that your customers will look up to is not easy. It takes years of practice and precision to hone your skills and improve the presentation that instantly strikes the prospects. Thankfully, this book provides some valuable advice in this regard. There is a 7-day schedule you need to follow every week for at least one year to “perfect” your presentation until it is compelling enough.
Russell Brunson also provides the shortcut to create the perfect webinar in less than 10-15 minutes. The webinar shortcut is one of the best ways to present your offer to the target audience in a fast and simple way, rather than spending days or weeks building a traditional webinar. There is a script that allows you to trim your webinar to only 5 minutes, without compromising its value. If your product or service is valued under $100, you can use this script to create sales pages or Facebook Lives.
Finally, the book will tell you how to layer all these frameworks, scripts, and stories into different levels inside your sales funnel. This will help you guide your audience through the results they want.
Expert Secrets Price
When you buy Experts Secrets from the official website expertsecrets.com, Russell Brunson offers it for free. You will only need to pay the shipping cost and handling charges. A paperback version of the book is available on Amazon, costing $32.90. You can also get an eBook version on Kindle.
The Final Verdict – Should You Buy Expert Secrets?
From a reader’s perspective, the book has an average rating of 4.4 stars out of 5 on Amazon and Goodreads. So, you can assume the book is quite well-liked among Russell Brunson’s fan following.
Expert Secrets does provide some valuable insights, which you can use to create a powerful marketing campaign and establish yourself as an industry expert. To be honest, the book is designed around promoting Russell’s ClickFunnels – how he has used these sales tactics to drive a dedicated following and help entrepreneurs become a trusted guide for their dream customers. But these strategies can also be beneficial for your business, provided you have the patience to see the results coming.
