Wow. I just finished reading Russell Brunson’s second book, Expert Secrets, and all I have to say is, wow.
I had thought there was no way he could improve on his first book, DotCom Secrets, but he somehow managed to make this book even better.
Before we go any further, be sure to get your own FREE copies of both Expert Secrets and DotCom Secrets from Brunson (just cover shipping). If he comes to his senses, he’ll start charging a heck of a lot more than free for these books.
In the meantime, I urge you to grab ’em while they’re hot.
Read my review and grab my notes for DotCom Secrets here
(and claim your FREE copy – link on page)
Continue reading on to gain access to my notes for Expert Secrets (nearly 80 pages worth!) along with my step-by-step action plan. My action plan details exactly how to get started right away crushing the concepts Brunson covers.
Then, follow the link at the bottom of this page to claim your own FREE copy of Expert Secrets.
Included in this post:
- Some background on Brunson, the marketing and sales superstar behind DotCom Secrets, ClickFunnels, Expert Secrets, and millions upon millions of dollars in sales
- An overview of some of the concepts included in the book, along with my thoughts on their presentation
- FREE access to my comprehensive 75+ pages of detailled notes that boil the 260+ pages of Expert Secrets down into an easy-to-digest companion to the book
- FREE access to my step-by-step Action Plan that walks you through the exact stages needed to build your own Expert Business from the ground up
- Links to Brunson’s limited-time promotions offering both Expert Secrets and his first hands-on digital sales guide, DotCom Secrets, for FREE (just pay shipping)
Go beyond the book. Take advantage of nearly 80 pages of notes that serve as the perfect companion to Expert Secrets.
Now that we’ve got that stuff out of the way, let’s get right into the meat and potatoes of it.
Who Is Russell Brunson?
If you don’t already know who Russell Brunson is, let me share some of his background so you can understand WHY you should listen to him.
Simply put, Russell Brunson is a sales and marketing genius. There are no other experts out there with the same wealth of knowledge in conjunction with effective teaching methods.
I’ve said it before, and now that it’s a matter of public record I can’t back down. I have a bit of a man crush on Russell Brunson.
He is best known for starting the (currently) fastest growing non-VC-backed SaaS, ClickFunnels. ClickFunnels is software that allows you to build online sales funnels without needing to hire a tech guy or having to know or do any coding.
Sales funnels can be used for product launches, webinar registrations, or just standard everyday product purchases (both physical and digital).
I LOVE ClickFunnels and my team and I use it almost every day in our business.
My discovery of Brunson and ClickFunnels has had huge positive impacts on our business, from both a strategic and a financial perspective. That’s how I got turned on to his books, and those books, in their clear, actionable terms, have been the final push that has gotten the wheels in my head turning about the best ways to grow my business.
If you want to be successful selling online, you should definitely check out ClickFunnels. They make it easy to try before you buy with a 14 day free trial.
In addition to building ClickFunnels, Brunson has built and helped others build thousands of successful business both offline and online. He’s been living marketing, sales, business development, and coaching his whole adult life. In DotCom Secrets he even relates a story about how in his early teens he used to collect offers from newspapers and circulars.
Name another child who had a (perhaps unhealthy) fixation on ad copy from a young age. I’ll wait.
In my opinion, Brunson is the best marketing and sales guru out there. It’s not just his considerable business acumen. He’s able to take all of the specialized knowledge he has acquired over his vast experience and break it down in a way that is hyper-consumable and highly relatable to the average person.
On top of that, he is able to distill the processes he uses down to simple and actionable steps.
His readers, clients, and students can actually implement the strategies and techniques he teaches. Russell Brunson lives in a world that is driven by results. That much is clear from reading just the first chapter of any of his books, or watching just five minutes of any of his webinars.
What’s an “Expert” Business?
Expert Secrets outlines a comprehensive blueprint for starting your own “expert” business.
An expert business is a business that sells information to its audience.
The form in which this information is conveyed is not important. The information that an expert business is built around can be developed and shared via a specific individual or an entire company. This information can be related to any market. For example, there is no shortage of experts who have made their fortunes in the worlds of health, wealth, business, and relationship advice.
Think of coaching and consulting businesses or businesses that sell information products such as books and courses, like my own publishing company, ClydeBank Media.
There’s someone at the center with a specific set of knowledge or experience that others find valuable—an expert. People are willing to pay the expert for what he or she knows so they can achieve certain results in their own lives.
For most expert businesses that sell information products, the story unfolds as follows:
You become interested in and passionate about a specific subject. It could be anything, but your personal interest and passion are a must.
Your interest and passion drive you to learn everything you can about that subject.
You implement what you have learned about the subject in your own life to achieve your desired results.
You realize that there are other people out there who want those same desired results but haven’t achieved them.
You develop a product or service to teach others what you have learned about this subject so they can achieve the same results you have achieved.
This works best with specialized knowledge that, when learned and implemented, can provide specific, desirable results. For example, Brunson shares a story about someone he worked with who had a very successful career in real estate investing.
This investor wanted to turn his specialized knowledge about real estate investing into a course and attract an audience that would buy said course.
Brunson guided him through this process and, ultimately, he “made millions investing in real estate but made HUNDREDS of millions teaching real estate investing.”
The information product or service does not necessarily have to be the company’s core offering.
Brunson explains how using an expert business can help grow an existing company that has an entirely different product or service. This is the exact method he has used to grow his software company ClickFunnels, and the success of that program speaks for itself.
How is Expert Secrets Different from DotCom Secrets?
Okay great, but how is Expert Secrets different from DotCom Secrets?
Brunson’s first book, DotCom Secrets, is what I would call a complete blueprint for running your online business. It explains how to determine who your target audience is and how to find them, attract them, and communicate with them in order to sell them your product or service.
Expert Secrets, on the other hand, takes a step back from DotCom Secrets and gives you a blueprint for actually creating a business if you don’t already have one. Specifically, it shows you how to create an expert business, a business centered on taking whatever specialized knowledge you have and turning it into a booming product or service.
This doesn’t mean that if you already have an existing business this book isn’t relevant. That is far from the case.
If you currently have a non-expert business, you can follow the path outlined in Expert Secrets to create information products that can be leveraged to grow your existing company (as Brunson has done with ClickFunnels).
What Will You Learn?
Brunson breaks Expert Secrets down into three main sections:
Section #1 shows you how to create your “mass movement.” This mass movement is also commonly referred to as your audience, your tribe, your community, or simply just your fans. Your mass movement will be those individuals who look to you, The Expert, for information, guidance, and support.
In order to create your own mass movement, you need to first have certain things in place.
Specifically, you need to establish and position yourself as what Brunson refers to as an Attractive Character. An attractive character is a leader, an influencer, or a guide. You also need to champion a future-based cause and develop a new opportunity (or vehicle).
Ultimately, your new opportunity will manifest itself in the form of a product or service. This product or service will help your community (mass movement) achieve the results they desire, most often the same results you have ALREADY achieved.
Think back to the real estate investor example.
Section #2 dives into creating belief within your community. These beliefs allow your audience to be more receptive to the new opportunity (product or service) that you will ultimately be presenting to them. Brunson powerfully states that EVERYTHING boils down to belief.
Belief creates the customer and beliefs create the results.
I’ve found this to be very true in my own career in business. When presented with a new opportunity, I know I need to personally BELIEVE that I can follow the program/system/course in order to achieve the desired result before I ever pull out my credit card to purchase it.
Once I’m in the thick of the new opportunity (program/system/course) I need to continue to BELIEVE that I can follow through, complete the course successfully, and achieve my desired results. If I don’t believe I can achieve my desired results, I’ve failed before I’ve even begun.
Much of success starts with belief, and in order for your mass movement to not only purchase your product or service but to successfully implement what you teach so they can get their own desired results, they need to have BELIEF.
It follows the adage, “success is 20% technique, 80% mindset.”
More often than not, the person who achieves better results while following a program does so because they BELIEVE that they can achieve those results and don’t hold themselves back from success with their own doubts.
Section #3 is a master class on developing and delivering a sales presentation to sell your new opportunity (which manifests itself as a course, program, coaching, etc.)
Brunson focuses on delivery in the format of a webinar online, but the marketing and sales principles he outlines are applicable no matter what you’re selling and no matter where you’re selling it.
As I was reading that section, I realized that I really had no idea how to actually sell things.
Yes, we run a successful business, but I’ve never actually developed selling skills.
I truly believe that in order to take our business to the next level I need to develop the sales skills that Brunson outlines. I think this is true of most business owners as well.
You may have some negative feelings associated with selling. You might be uncomfortable even thinking about it. I know I was.
The proven strategies and techniques outlined in Expert Secrets, however, show you EXACTLY what you need to say, step by step, in order to sell your product or service—regardless of what it is or the results it will deliver.
These strategies remove much of the uncertainty associated with pitching an offer to your customers. If done correctly, selling will become natural and easy, as it is for Brunson.
That’s really the key here with Expert Secrets.
What Brunson shares aren’t just theories. They are PROVEN strategies and techniques that he and thousands of his students have used to build and grow companies in every market imaginable.
You can see the same strategies and techniques outlined in Expert Secrets on display in any of Brunson’s webinars or the webinars of his students. This is because THEY WORK.
Is It Actionable?
I’ve read similar books on this subject before—taking your specialized knowledge and turning it into a thriving business by selling information products.
None of them, however, stack up to Expert Secrets in terms of content, examples, and, most importantly, action items.
With this book you can literally create a step-by-step process for successfully launching your own Expert Business.
In fact, that’s exactly what I’ve done.
After taking meticulous notes while reading Expert Secrets, I’ve distilled the 260+ pages into a concise action item checklist. If you have read my review of DotCom Secrets, then you know that I’m a frenzied highlighter and a note-taking fool.
It’s the only way I can feel confident that I have truly learned the content.
Go beyond the book. Take advantage of nearly 80 pages of notes that serve as the perfect companion to Expert Secrets.
Let my notes and checklist act as a supplement to the book, which you can get for free using the link below (just cover shipping).
Just pay shipping
By the way, this isn’t a PDF. Brunson is giving away physical copies of his books. That means you can add sticky notes, underline key passages, and highlight to your heart’s content.
Should You Read It?
If you have an existing business that you want to grow or you want to start your own business but don’t know where to begin, then yes, Expert Secrets is for you.
In my opinion, no matter what type of business you have, both DotCom Secrets and Expert Secrets should be at the top of your reading list. I would recommend reading DotCom Secrets first.
While Expert Secrets is hyper-consumable and easy to implement, it is a more intimate look into the inner workings of Russell Brunson’s mind. DotCom Secrets, the sales funnel bible, is more of an introduction to Brunson’s philosophy and his magnetic style.
Both are fantastic, and come with my recommendation.
At the moment, you get both books for free (just pay shipping) from Russell Brunson. He is only giving away a limited number of copies, so grab yours before he ends the promotion (or decides to start charging what these books are really worth).
I know I may sound like a broken record in my endorsement of these titles, but I have gotten a lot of value from them, and I am confident that you can too. That’s part of the power of Brunson’s methods and his systems. After all, if you could make someone as jazzed about your business or your products as I am about Brunson’s Secrets series of titles, wouldn’t that help you grow your business exponentially?
Check out my review and broad synopsis of DotCom Secrets and pick up my comprehensive companion notes here.
This post is part of an ongoing series where I share the exact tools, methods, and techniques I have used to grow my business and sustain my success. Nothing is left out; everything is included. That means the good, the bad, and the ugly.
Fortunately, for me it has been mostly good. Mostly.
Do you have a burning question about small business development in the digital age? Contact us. I’ll do my best to answer your question, and it may even make its way to the front page of the ClydeBank Business Blog.
Take These Next Steps:
- Have you read Expert Secrets? Did you find it valuable like I did, or do you think Russell Brunson missed the mark? Let me know in the comments.
- If you haven’t read it yet, get your FREE copy already! (Just pay shipping)
- Make sure you also take advantage of the hours and hours I spent taking nearly eighty pages of notes. Get your FREE access right here.
- Don’t forget: DotCom Secrets is also available for FREE + shipping. Read my review, get my notes, and get your own FREE copy of what I consider to be the sales funnel bible.
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