Expert Secrets

One of the fresh books that can't go unnoticed is the Experts Secrets by Russell Brunson... You gotta love this guy... (In a good way, hahaha)

I love how he structures his books, nice, simple and sweet... Secret #1, Secret #2, Secret #3 and so on... (I gotta mention that, because when you write you can get into the complex structure of your book and then it's a mess...) Anyway, here we go.

1. Secret #1: Become an attractive character and a charismatic leader.

When you're a student, life is good... You read a book, you learn a thing or two. You find amazing nuggets and you want to scream, "this stuff so amazing, everyone needs to know this."

And then one day you wake up and you realize you know a lot of stuff... You get an idea that maybe one day you can teach this stuff? What if you could become an expert and sell this stuff?? Wouldn't it be cool? Hey, and you'll make money on the way...

So you go from "growth" stage to "expert" stage but you don't know what to do next. Then Russell goes on about that anyone can become an expert and rightfully so.

Why not do what you love? Why not teach someone that knows less on a subject that you grasp or know more a little more than them? It's a win-win. You teach they pay you for your advice or a book or a course.. And they are happy because you taught them something they don't know

Who do you want to serve?

Russell recommends going from 3 biggest markets and drill deep 3 levels down.. Until you hit a unique niche.

You got Wealth, Health, and Relationships.

Those are the biggest ones. Then you need to dig deeper.

Those are big categories but there's no point to compete in such an overcrowded marketplace.

So let's drill in...

Wealth sub-market got: Finance, Investing, Real Estate

Health  sub-market got: Diet, Training, Weight Loss

Relationships sub-market got: Marriage advice, Dating, Love

You got 3 categories, then you got sub-markets and then your niche!

And that is how you get your niche.

It's not the other way around. The problem is that 90% of businesses do it wrong.

They get into the wrong marketing and then they can never prosper because there are too many competitors in the area...

So your success depends on how deep you're willing to go.

Here are some examples:

Health -> Diet -> "Butter in your coffee" diet

Wealth -> Real Estate -> Flip houses on Ebay

Wealth -> Online business -> Facebook Traffic for e-commerce

Relationships -> Dating -> How to recover from a breakup

Who do you need to become as a leader?

As Jay Abraham said, "People silently want you to take them by the hand and lead", I love that...

So here's what you need to become:

• Become an attractive character, and live the life your audience wishes they could be
• Maintain absolute certainty
• Don't be boring
• Understand how to use persuasion:
  
  1. Encourage their dreams
  2. Justify their failures
  3. Allay their fears
  4. Confirm suspicions
  5. Throw rocks at their enemies
• Care a lot
• Offer them value from their perceived relationship with you

There's a lot more if you want to get the full book, click below

1. Secret #2: The cause - Your Cult-ure.

It's all about the mass movement. Just like the biggest the most influential people in movies and real life they create CULT-like mass movement and make everyone follow them..

Obviously, we are going to create a good tribe not a cult but the way people follow is pretty much the same.

If you want to create a mass movement, ask these questions:

• Where can they place their hope and faith?
• Make them believe that the impossible IS possible, help them get the results
• Get them self-identify with your movement
• Create your title of liberty - meaning that they have to call themselves somehow to be a part of your movement. "I'm a lady boss", or "I'm a biohacker", or "I see things differently"... That statement should be a proud title they could wear on their chest.

This book is just too cool... I'm very excited reading it and reviewing it. ?

1. Secret #3: The new opportunity.

In 2001, Steve Jobs stood in front of the world and told everyone he wanted to revolutionize the music industry.

Then he mentioned all the "improvement" offers that promised to get us more of the same.

"You could buy a CD and get 10-15 songs. You could buy an mp3 player and get 150 songs, or you could use a heave hard drive that held about 1,000 songs. Each product improved the one before it and it gave people more songs on one device.

Then, he pulled the first iPod and showed everyone the "new" opportunity he created. Same thing happened to iPhone.

Boom! One success after the other.

That's exactly what we are talking about here.

Most of the time businesses try to "improve" on something. In other words, they are trying to build a better mousetrap, but the mouse trap is already out there and it's working fine... And it's a terrible mistake to make a new model of a "mouse trap" because it's not really needed.

It does sound funny though that you're not going to shop for a better mousetrap model, but you would go out there and find a product you would want to improve on... and improve it... 

People don't want to fix the "old" "thang" and they want to be a part of something new.

It's true in mass movements as well... People don't want to be a part of an MLM that has been around and is too old... 

Take Amway for example, people have talked so much bad stuff about it that it doesn't make sense anymore to start with a company like Amway...

And quite honestly Amway doesn't cut it... It's not sexy anymore.

While they improved over the years, we want to be a part of a new, better and evolved system... 

When the system is new and shiny people haven't talked bad enough about it yet... And psychologically it's a new beginning for you...

The biggest reason people don't want the improvement offers is because of STATUS.

STATUS is the only thing that makes someone to MOVE or NOT to MOVE...

Is the thing I'm considering going to increase my status or decrease it?

When you INCREASE someone else's  STATUS what they really think of is:

• Intelligence
• Power
• Wealth
• Physical appearance
• Happiness
• Style

When you DECREASE someone else's  STATUS what they really think of is:

• "I will feel stupid"
• Fear of rejection
• What if others don't like it?

What it all comes down to is that they will weigh your opportunity.

To go for it or not?

They'll probably create the list of positives and negatives in their mind like this:

Why do people crave new opportunities?

• New discovery
• No pain of disconnect
• Dream replacement
• Greener pastures

When you switched someone to your opportunity. Don't forget about the opportunity stacking.

You can stack your products one on top of each other.

What "the stack" means is that you create products from cheap to very expensive like this:

1. $0 - free PDF 
2. $17.95 - book
3. $99 -mini course
4. $997 advanced course
5. $5,000 coaching
6. $25,000 inner circle

The goal of "the stack" is to sell them something small... And once they trust you, they will buy from you a more expensive product you offer.

I've written an article about it. If you want you can check it out... Read the full article here.

Next, let's talk about the secret #4, the opportunity switch.

There's so much good stuff you should really just get the full book...

1. Secret #4: The opportunity switch.

By now you "created" a new niche. Notice that it's not about choosing a niche, it's about creating a niche. If you haven't "created a niche" read the secret #1.

There are 4 steps to an opportunity switch:

Step 1. Get results by working for free.

Step 2. Create a Vehicle or process you're going to take them through... i.e. Masterclass, course, etc

Step 3. Create Content. Give them what they want (what they asked for)

Step 4. Deliver Content. Deliver your Masterclass, course, book.

In short, Promise them a RESULT. And then give them a VEHICLE customized for your customer wants which can give them this result.

STEP 1: GET YOUR OWN RESULTS.

Most people want to get paid first. But the key is to get results first. Then you can take the testimonials of people you helped and show the results to others. People will be amazed. 

STEP 2: CREATE / DESIGN THE VEHICLE (your new opportunity)

Next, we need to answer these questions.

• Where do you find people to serve?
• What should you create to teach them? 

The best is is to start your own beta masterclass(your vehicle).  Pick a 6-week window when you can deliver your masterclass. During the masterclass, teach a small group of people about your new opportunity and how it will give them the end result they desire most.

This beta masterclass will become your curriculum for the people that will be paying soon. It's important to set it up the same way that others will experience in the future.

The next step is to create your marketing material for your class...

Most people do the opposite - they design the class first and then think about marketing... but that's a formula for a disaster! Why? You'll find out soon.

GETTING YOUR MARKETING MATERIAL

1. Make a WHO / WHAT Statement That Will Address The Right Submarket and What They Will Be Switching To.

Use the who/what formula. 

I'm going to teach__[who]__ how to__[what]__.

For example, I'm going to teach people who are trying to lose weight.

2. Make an Opportunity Switch Headline.

Now that you have WHO and WHAT... Let's create a sexy title for your class. Focus on results that this workshop can deliver.

Here's a formula you can use: "how to [desire they want the most] without [thing they fear most].

How to create a 7-figure business online without hiring an expensive web designer...

How to make $10k this weekend by flipping your house on eBay without getting a loan from your bank...

How to lose weight through a little-known trick almost instantly without giving up carbs...

3. Curiosity Hook. Figure Out the Big Idea That Will Draw People to You.

There 5 curiosity hooks you can choose from... And most of the time we need just one:

• Little Known, Big Differences

There's a little-known thing called ______ . Hardly anyone talks about it. But when you learn how to use it, you'll see a huge difference ____________.

• Well Known, Little Understood

Everyone thinks they know about ________ , but the truth is they're actually sabotaging their success because they are missing little nuances and details ___________.

• This Changes Everything

Something new just happened on the market ___________ . You need to learn about a new type ___________ that ________ and helps _________ . This changes everything.

• The Crystal Ball Theory

Are you tired of ____________? Are you not seeing the results from ________ ? Research is showing that _____________ not enough. But __________takes this to the next level - you can ______________ !

• Revisiting the fundamentals 

Do you spend to many hours _________ , _______ and _________ ? It's time to go back to the basics. With _________ you have to do two things... _________ and _________, keep your _________ and you're good to go...

STEP 3. GIVE THEM WHAT THEY WANT (ASK campaign)

People buy not what they "need", but what they "want".

People don't want just a vehicle that will give them the result and get them from point A to point B. They want a CD-player, leather seats and air-conditioning...

You need to provide them not only the vehicle but also what's inside of it. 

If you do this correctly you will make them feel as if they found their new home...

You accomplish it by running a simple one-question survey called "Ask campaign". It's based on a 3-step formula.

1. Find a hot market.

2. Ask them what they want.

3. Give it to them.

Sometime we assume we know what they "need". But usually we are incorrect. Because while we "like" or we "think" they need it, it could be completely the opposite...

Give them what they "want", not what they "need"...

Ask them. Create an ask page like this one:

Make a simple headline saying "How to X without Y"

Teach a live work shop.

Ask a question "What's your #1 question about ____"

Offer people a ticket to the beta test group of your masterclass for free, if they'll tell you their #1 question about your topic.

Get all of the answers and then choose 6-8 questions and create an outline like this:

Module #1. How to  ___ [question 1]

   - What is...

   - How to...

   - How to...

Module #2. How to  ___ [question 2]

   - What is...

   - What is...

Module #3. How to  ___ [question 3]

   - How to...

   - How to...

Module #4. How to  ___ [question 4]

   - What is...

   - How to...

   - How to...

And so on...

Once you're done, you can now make a course. Or you can write a book.

There you have it a useful course that you can sell for money.

STEP 4. DELIVER YOUR MASTER CLASS...

Set up your private facebook group so your beta members can interact with each other. A group allows you to post content, give class updates, provide accountability, and deliver any bonuses. 

Later you can make a membership site. But for now you're just looking at getting some results for a group of people with your new opportunity.

Use Facebook Live. It works well. Zoom.us can also deliver great webinars.

--- SECTION 2 OF THE BOOK --- CREATING BELIEF

1. Secret #5: The Big Domino

The one thing. What is one thing that will make all the rest of dominos fall?

Example:

"If I can make people believe that funnels are the key to online business success and are only attainable through ClickFunnels, then all other objections and concerns become irrelevant and they have to give me money."

I came up with my version of this:

"If I can make people believe that automatic income is the key to online business success and is only attainable through Passive Income Movement (PassiveIncomeMovement.com  http://passiveincomemovement.com), then all other objections and concerns become irrelevant and they have to give me money."

1. Secret #6: Epiphany Bridge

People buy on emotion and not on logic.

Example, Ferrari. Don't believe me?  Most people buy a Ferrari on emotions because who would want to buy a car with a poorly designed engine in their right mind? What about high gas consumption? What about the price? Doesn't it costs too much money? If we would judge logically we would never want a terrible car like Ferrari...

But we do buy emotionally we say: "Wow. Red color, shiny... look at that body of the car... Wow... Look, how fast it is... It's smooth".

So now that we agree that people buy on emotion and not on logic.

Think about how you got excited when you bought the last course or the last opportunity you got into... How excited you were, your emotions were all over the place...

Try to remember the time you got excited about something new in your life... and try to translate it into your business... What is ONE THING that made you excited and that you can use to excite others.

Next.

Technobabble kills the sales.

Write for 3rd graders. The grammar has to be oversimplified.

People don't understand techno bubble. Don't feed them words, phrases and terms most people don't understand... For example, saying: "Lose weight with ketones" will not work well... 

To fight the technobabble all you got to do is use a "KINDA LIKE" bridge. 

So if we talk about the "keytones":

"Keytones are kinda like little motivators in your body that give you energy and make you feel awesome".

How does it feel?

Make your story as alive as possible. Make people feel your story, spend sometime write a great story and people will be drawn in... Story sells.

1. Secret #7: The hero's two journeys.

Create three things:  

1. Character 

2. Desire

3. Conflict

 Character: Red Riding Hood

 Desire: Take a basket of cookies to her grandma

 Conflict: Big bad wolf

Step 1. Build rapport. It should take 10% of the story. Give them 1-2 core identities of:

1. Victim

2. Jeopardy

3. Likable

4. Funny

5. Powerful

After that give them a flaw... Superman had "kryptonite"... Every movie has one.

Step 2. Give your character a core desire that will drive the character:

1. To win

2. To retrieve

3. To escape

4. To stop

There are two stories of the character:

1. The journey of achievement 

2. The journey of transformation 

The journey of "achievement" is the visible story that you see...

The journey of "transformation" is the invisible story that goes in the background but it transforms the character to a better versions of herself/himself...

Old Beliefs = Identity  ---> to New Beliefs =  ESSENSE

Step 3. Introduce the conflict.

There are five turning points of a great Hollywood Movie:
 

• 1. Opportunity
• 2. Change of plans
• 3. Point of no return
• Major setbacks
• The climax

1. Secret #8: Epiphany Bridge Script

1. The backstory: what is your backstory that gives us a vested interest in your journey?

2. Your desires: what is it you want to accomplish?
 A. External: what is the external struggle you are dealing with?
 B. Internal: what is the internal struggle you are dealing with?

3. The wall: what was the wall or problem you hit within your current opportunity that started you on this journey?

4. Epiphany: what was the epiphany you experienced and new opportunity you discovered?

5. The plan: what was the plan you created to achieve your desire?

6. The conflict: what conflict did you experience along the way?

7. The achievement: what was your end result?

8. The transformation: what was the transformation you experienced?