So, are you finally ready to step up and build your personal brand? Then there’s no better way to start than reading Expert Secrets, the latest book by DotCom Secrets’ author Russell Brunson.
Inside, you’ll learn firsthand how building your personal brand can ultimately benefit your business. Russell also shows you how to cultivate a loyal following, who not only listens to you, but more importantly purchase your products or your recommendations.
A very important skill in this era of “influencers”. Read on and find out why I think Expert Secrets is the next must read for any serious entrepreneur.
Expert Secrets is the follow-up to Russell Brunson’s best selling DotCom Secrets book.
It was published in 2017 and comes in at 265 pages long.
The book is all about creating your own following. How do you do this? By becoming an expert and coming up with a message that can change someone else’s life.
In Russell’s trademark style, you’ll get plenty of examples and stories where he illustrates how he created his own loyal following that turned ClickFunnels into a $100 million business.
At the time of this post, Expert Secrets has 4.5 stars and 168 customer reviews on Amazon.
The book is aimed at people trying to run two types of businesses. The first, is someone who wants to sell info products directly. This could be selling an ebook, a course, coaching or consulting.
The second type is someone who wants to leverage info products to grow their own business. This is what Russell did to grow ClickFunnel’s into a $100 million a year business.
Those who have heard about Russell Brunson would probably have an idea about his first book, DotCom Secrets. Although the books are somewhat related, they do differ in a major way. DotCom Secrets, as the name implies, is a complete guide on how to run your online business.
It deals primarily with determining your target demographic, finding and attracting them to you, and finally effectively communicating with them to make them purchase your product or service.
In Expert Secrets meanwhile, Russell gives a more generalist view than his first book. This book is a guide on creating a business from scratch. Or rather creating an expert business, which is an endeavour based on your special skill sets or knowledge and using the same to build a profitable product or service.
It is important to note that the book is not only for new businesses but also for existing ones as well.
In fact, the book is even more crucial for non-expert business as it outlines a path to creating information products that can be used in growing your existing company (such as utilizing ClickFunnels).
The Expert Secrets book is split into 5 distinct sections and includes a total of 22 expert secrets (chapters). Here’s an overview of detail so you know what you are getting.
The first part of the books deals primarily with your “mass movement”, which is just a fancy term for your audience or fans. This term can also refer to your community or tribe.
Really anyone who follows you and looks up to you (as The Expert) for guidance, information, and sometimes even asks for your support. This section will show you how to create and cultivate such mass movement.
In creating a mass movement, you have to do the following things: make yourself an “Attractive Character” (or a leader, influencer, guide), push for a future-based initiative, and come up with a new opportunity (or vehicle) for your followers.
These opportunities are usually products or services that your followers crave for in order to achieve their desired outcome. In other words, these are the products or services they will use to become more like you, or become what you have already achieved as “The Expert”.
In section 1, three things are covered. What the cause is. How that creates an opportunity, and how a charismatic leader can seize the opportunity.
This part shows you how to galvanize your mass movement using a common set of beliefs. As Russell memorably stated in the book, everything, EVERYTHING boils down to belief.
With a powerful and compelling set of beliefs, you can influence your audience to become more open to the opportunities you are presenting.
That is to say, they are more likely to buy into your products or services, and become your customers eventually. This can only happen when your mass movement believes.
The section has six different chapters. These are focused on creating belief in your product offering so that your target market is on board. The six different sections of creating belief are:
In the third section, there is a detailed breakdown of the process you follow when offering new opportunities. Covered is how you communicate with readers, the process for breaking down barriers and finally how you welcome a new reader so that you can educate them appropriately.
The first 2 chapters in this section are:
The following 4 chapters are part of what make up a perfect webinar:
As I was reading this section, it made me realize how woefully inadequate I am in actual selling. Russell masterfully shows you how to make and present a sales pitch about your new opportunity (such as a course, program, life coaching seminars, etc.).
One important thing you need to know is that the perfect webinar isn’t just about selling through webinars, but the exact same principles can be applied to sell face-to-face or on stage. This is pure gold for anyone who wants to brush up their selling skills.
Now that you have learned how to start your own mass movement by identifying your attractive character, and the new opportunity you are going to provide people with.
You’ve also learned how to tell your stories and sell your new opportunity. The next section is split into an additional five chapters, which teach you how to convert visitors into customers:
Russell emphasized in this section that by helping others make money, you get rewarded also. Understanding this, makes it easier to realize the benefits in creating opportunities for people.
The final secret is: Fill Your Funnel. This section will show you how to send traffic to your sales funnels and a few other secrets you can do to jump-start your success as an expert.
If the information I have provided to you makes you at all excited, you are going to love the next part. This book and all of the knowledge that it provides to you, is free!All you need to do is pay for shipping and handling
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