What Is Expert Secrets?

Published in 2017 Expert Secrets is the follow-up to Russell Brunson’s best selling DotCom Secrets book. Expert Secrets provides insights into the secrets and techniques Russell not only discovered, but used himself and still uses today to build loyal followers of people willing to pay for his advice. This book will teach you how he did it, and in turn how you can do it. 

In early 2020, Russell along with Tony Robbins and Dean Graziosi launched one of the biggest online training events ever. With over 200,000 participants the program was called Knowledge Broker Blueprint and focused on becoming and expert, a thought leader and capitalising on it. Knowledge is the new currency of 2020 and beyond. In the same vain, this book will teach you how to do this.

Like DotCom Secrets Russell provides numerous examples from his history and actionable steps you can take to scale your own profitable online business. Just like he did with ClickFunnels a 9 figure business. At the time of writing, Expert Secrets  has a 4.6 star rating taken from 325 customer reviews on Amazon.

Expert Secrets comprises of 5 sections, including;

• Section 1: Creating  Your Mass Movement
• Section 2: Creating Belief
• Section 3: Your Moral Obligation
• Section 4: The Funnels
• Section 5: What’s Next?

The 5 Sections Of Expert Secrets

Section 1: Creating Your Mass Movement

In Section 1 Russell discusses and unpacks the process of attracting your target audience or fans. Russell reveals there are 3 critical aspects to creating a mass movement

1. The Charismatic Leader: All mass movements have a charismatic leader, or an “attractive character”
2. The Cause: All are focused on the future and creating something bigger than themselves.
3. The New Opportunity: They all offer the audience a new opportunity. 

Part 1 To Creating A Mass Movement: The Charismatic Leader or Attractive Leader

To become a charismatic leader or as Russell sometimes refers to it as, The Attractive Leader, you need to you will need to cover the following 4 elements:

1. Backstory – you need to present your backstory. Discuss what has bought you to this point, why you understand your customers needs and how you can relate to what they are going through.
2. Parables – A parable is a short made up story that is used to present a particular topic of teaching.
3. Character Flaws – You should be able to discuss your character flaws. This helps in making you relatable – no one is perfect, and you shouldnt pretend to be.
4. Polarity –  you character should be a polarising figure, meaning you have the ability to divide opinions and create strong emotions and opinions. 

You will then need to decide what your identity will be. There are 4 main types of identity you can use to shape your character.:

1. The Leader
2. The Adventurer / Crusader
3. The Reporter / Evangelist
4. The Reluctant Herd

And finally decide your storyline, of which there are 6 main topics:

1. Loss And Redemption
2. Us Vs Them
3. Before And After
4. Amazing Discovery
5. Secret Telling
6. 3rd Person Testimonial

Russell will also teach you how to:

• Find your target market – who are your ideal customers
• Understand the best approach to appeal to them – what should you story line be
• Write compelling marketing messages

Part 2 To Creating A Mass Movement: The Cause

Part 2 of creating your mass movement is defining what the cause is, and discovering how you can get your audience to become as passionate about it as you are. 

Russell breaks down how you can effectively communicate your cause to your audience. This is something Russell has been extremely effective at doing throughout his years at ClickFunnels. With explosive sales videos and pitches, Russells passion has always come through in all of his videos, and it is infectious. If you are passionate, and you show it, others will naturally pick up on it.  

Part 3 To Creating A Mass Movement: The New Opportunity

Part 3 of creating a mass movement is establishing, or highlighting a new opportunity for your audience. There are two main types of new opportunities you can present to your audience

1. Opportunity Switching: Opportunity switching is for potential customers who are looking for a change. They may currently be successful, or have an online business but for some reason they are looking for a change. These people completely change from their current situation and business to the new opportunity.
2. Opportunity Stacking: Opportunity Stacking is for potential customers who are already in the niche or industry you are operating in. They have already taken advantage of an existing opportunity and are looking to stack on additional opportunities, or add to their value ladder. 

By the end of section one you will know to create your character, how to position yourself and effectively communicate your cause to your audience. And finally what opportunity you should present to them and how to do it.