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Expert Secrets -Russel Brunson Section One - Creating your Mass…
Expert Secrets
-Russel Brunson
Section One - Creating your Mass Movement
Foreword
The Cashflow Quadrant - Robert Kiyosaki
Become a Business Owner or Investor quickly
ClickFunnels promo
Intro
Two Types of Expert Businesses
Informational Products as Main Product
Information Products as Supplemental Products
Chapter One - The Charismatic Leader and the Attractive Character
Impostor syndrome is SUPER common among experts, and gets worse the more advanced you become
Nobody needs credentials, they need to produce results
All you need to do is be one step ahead of your students/fans
The 3 Markets
Health
Wealth
Relationships
To be truly lucrative and serve your "who", go two levels deep - find a main market, then a niche, then a sub-niche
WHO do you serve?
Are they WILLING and ABLE to pay?
Are they irrationally passionate?
Do they have their own vocabulary?
Do they already do events?
Are you early, but not the first?
Would they be excited about this opportunity?
Who do you need to become as a leader?
Give them HOPE
Become an Attractive Character (see Dotcom Secrets for more)
Maintain Certainty - find your medium and produce OFTEN
Don't be boring - stay in the "Prolific Zone" between Mainstream and Crazy (David Asprey and Bulletproof Coffee)
Understand Pursuasion
Encourage their Dreams
Let them throw rocks at their Enemies
Allay their Fears
Justify their Failures
Confirm their Suspicions
Care...A LOT
A paywall helps you find the Action Takers
Offer value based on their perceived relationship with you
Some people just want a "club" or a friend to hang out with - that's OK
Chapter Two - The Cause
Give them HOPE - Give them somewhere to place their hope and faith
Create a Liberty Title
Manifesto (example was lock screen or phone wallpapers)
Longer Manifesto (pdf/etc.)
Video Manifesto (doesn't have to be long)
Allow them to identify with you - give them a way to do so (Lady Boss, Funnel Hackers)
Help them break their "4 Minute Mile"
Sample Video Manifesto Script
ID the Leader -> ID the Movement -> Take a Stand -> Why am I Different? -> What are we collectively fighting against? -> Who we ARE!
Secret #3 - The NEW Opportunity
New Opportunity > an Improvement
Improvement is hard
People don't want to admit they've made poor decisions
New opportunities (especially those that justify their past failures, i.e. "you've been lied to in the past") justify their past failures
Desire vs. Ambition - everybody wants, not everybody is ambitious
Improvements means commodity pricing - price wars suck and hurt everyone
STATUS - the ONE BIG REASON everyone buys
NEW opportunities don't decrease status
Look for ways to boost their status
New discovery - "I want to be the first to show my friends this new thing!"
No pain of disconnect from previous ideas or beliefs
Dream replacement
Greener pastures
Opportunity Switching vs. Stacking
Switching
from sub-niche to sub-niche
from market to market
Stacking
New opportunities WITHIN the opportunity
Secret #4 - The Opportunity Switch
NEW opportunity, not ANOTHER opportunity
Determine the Vehicle
The 5 Curiosity Hooks
Little known, huge difference
Well known, but misunderstood
Game changer
Back to Basics
Crystal Ball - this will be common knowledge soon, "living in the future"
I help
__
do
___
without having to
___
Find a market - ask what they want - deliver
"What's your #1 Question about (my sub-niche)?"
Promote to friends/family/low-hanging fruit
Go to FB/SM groups and answer questions for a few weeks -> Provide Value -> THEN ask a few people to help/attend/answer
Use survey data to build Free Masterclass - use the FAQs to create your course outline and bullets (use the question to form the bullet - see Copyright Secrets)
Work for free to "get the job" - do some free work for social proof / testimonials
Deliver
Give them the info
where to go
how to login
What to bring
Set up a private Social Media (FB) group and funnel attendees in
Section Two - Creating Belief
Secret #5 - The Big Domino
ONE Thing - only try to get them to believe ONE thing
If A is true, then B is true
A is true
So B is true
If I can make people believe that (my new opportunity) is / are the key to (what they most desire) and is / are only attainable through (my specific vehicle), then all other objections and concerns become irrelevant and they have to give me money
Secret #6 - The Epiphany Bridge
technobabble is the #1 sales killer
Give them the info, let them come to the conclusion that they need your product on their own
The Epiphany Bridge
Like Plato's Cave - they won't believe you if they haven't had the epiphany themselves
Use the "kinda like" strategy - analogy and metaphor
Oversimplify - Keep it SUPER simple - 2016 Election, Trump used 4th grade language
People buy with their emotions FIRST, then get their logic to justify their decisions backwards. We must get them into the same state we were in when we had our epiphany.
Use a lot of FEELINGS imagery - make it vivid (the Magneto scene in X-Men)
Secret #7 - The Hero's Two Journeys
Good stores are SIMPLE - Character, Desire, Conflict. Create a Plot Statement - a simple story structure to follow
Build Rapport with he Hero
Make him Likeable
Make him funny
Make him in jeopardy
Make him powerful
Make him a victim
Introduce the Desire for Something More
Toward Pleasure
To Win
To Retrieve
Away from Pain
To Escape
To Stop (something bad from happening)
The Hero's Two Journeys - there's the "overt" story and the "transformational" story
Introduce the Conflict - seemingly insurmountable obstacles
the Five Turning Points
Opportunty
Change of Plans
Point of No Return
4.Major Setback
Climax
Secret #8 - The Epiphany Bridge Script
The Story
The Backstory - usually starts around the same point your listener is in right now.
What is your backstory that gives us a vested interest in your journey?
Make it relatable - step down as the expert, make them see that you were where they are now.
Your Desires -
Internal
Dig down - ask "why" until you get a status / identity answer
It is very important that the hero has a personal transformation - they have to become someone different
External
what did you want to accomplish for BOTH stories?
The Wall
What was the wall or problem you hit within your current opportunity that started you on this new journey?
Describe how it
felt
to hit the wall - use imagery, be descriptive
The Epiphany
What was the epiphany you experienced and new opportunity you discovered?
a person, an idea, something you read, some guidance you received, a random idea
The Plan
What was the plan you created to achieve your desires?
this is where the Conflict can be introduced
The Conflict
What conflict did you experience along the way?
the POINT OF NO RETURN - go from "should" to "MUST"!
The Achievement
What was your end result?
The Transformation
What was the transformation you experienced?
Example on pg. 124
Secret #9 - False Belief Patterns
Break false / limiting beliefs with stories
ID the false belief
Figure out what experience was had to reinforce or create it
What is the story they are telling or the meaning they are assigning to create this false belief?
Create an Epiphany Bridge story to counter it
Coming up with the beliefs beforehand
list 10-20+ possible false beliefs - they might be things you used to believe, or mentioned in Social Media or reviews
What experiences created them?
What stories are they telling themselves?
Create an Epiphany Bridge story for each
Do this in advance so you have them ready for sales copy / calls / presentations
Secret #10 - The 3 Secrets
They may doubt...
The Vehicle - does this really work the way you say it does (or does it work specifically for ME the way you say it does?)
The Internal Transformation - false beliefs re: their own abilities to capitalize - lack of talent/knowledge/resources, etc.
The External Beliefs - false beliefs re: external forces beyond their control (time, money, economy, natural disasters, etc.)
Section Three - Your Moral Obligation
Secret #11 - The Stack Slide
The Elements
Element 1 - The Masterclass
Element 2 - The Tools
Element 3 - Tangible 1 (related to vehicle)
Element 4 - Tangible 2 (related to inner beliefs)
Element 5 - Tangible 3 (related to external beliefs)
Element 6 - the LImited-Time Exclusive Bonus
Secret #12 - The Perfect Webinar
EVERYTHING is built around knocking down the ONE Domino - the ONE THING people need to believe to buy your product
The Parts
Part 1 - One Sentence Pursuasion
Part 2 - The One Thing
Part 3 - The Three Secrets (Vehicle/Internal/External)
Part 4 - The Stack (The Stack Slide from #11)
Secret #13 - The One Thing
Work from a rigid script until comfortable, THEN start to ad-lib a bit
The Intro and the One Thing - How to
__
without
_
Intro/Rapport - One Sentence Pursuasion
The Ruler - Feed-forward, Pre-commitment - tell them what your goal is (and give them a chance to get off if it doesn't align with theirs)
If you do X, you'll get Y
If you do A, you'll get B
offer alternatives or a few different paths
The Ruler: Goal #2 - The Big Domino - they need to believe that YOUR VEHICLE is the ONLY way to get what they want
Qualify Yourself, Segway to Epiphany Bridge story
not a 10-page rundown of how cool you are - be relatable, be SPECIFIC and QUANTIFY when possible
Epiphany Bridge Story #1 - Epiphany Bridge Story
Liken your story to them - make it relatable
What's been done? Why is it hard? Why are they struggling with it (but it isn't their fault)?
Case Study / Proof
Transition to the 3 Secrets (this is the "content" of your webinar)
Secret #14 - Breaking and Rebuilding Belief Patterns
DO NOT ENTER TEACHER MODE! Teacher mode happens AFTER the sale!
Free advise goes without implementation. No implementation -> no transformation -> no sales
The greatest gift you can give someone is to sell them transformational products. Payment is a Forcing Function.
Free attendees at Genius Network often do not implement, even though they are attending a $25k event with amazing teachers.
State the Secret
Share your Epiphany Bridge
Share Others' Results (possibly from your free/cheap Beta Tester group from above)
Break the Related Beliefs (list from Secret 9)
You probably think X, right? Well,
__
!
Restate the New Belief as Undeniable Truth
15-24. Rinse + Repeat for the other Secrets (Vehicle/Inside/Outside)
Transition to Selling - recap the Secrets and Counters
The Question -> the Ask for Permission
"How many of you are excited about what we've just talked about?"
"How many of you are feeling a little overwhelmed because we've covered so much?"
Funny image (person drinking f/ firehose, etc)
Explain that you can't cover everything right now (time constraints, inability to process/implement, etc.
Secret #15 - The Stack
Recency Effect - people will typically remember the lat thing you show them, and will associate the price with whatever you show them last. So create the Stack Slide, then apply the price to the ENTIRE OFFER (vs. a "retails at $X" price)
As you add items, add their price and show the running total
Here's What You're Gonna get...(image representing course content/etc)
Quick, High-Level Recap of Deliverables
Don't go deep into each module - that overwhelms and confuses people. The whole thing should take about 30 seconds. Briefly touch on the modules/sections/parts of product.
Three Case Studies
Who this Works For (all-inclusive) - relate to as many as possible
Destroy the #1 Reason People Don't Get Started
Figure out what this is through feedback/research/directly asking
Stack Slide #1 - first item (main product) with price
Element #2: The Tools (product related to the Secrets to help them). Again, be brief / high-level
You'll be able to
__
/ You'll be able to get rid of
__
The Problem this Tool solved for You
"When I was first figuring this stuff out, I ran into a big roadblock. I didn't now how to
_
. So I created this tool for myself.
How much time/money this tool will save them.
"I had to spend X time or $Y figuring this out. I don't want you to have to reinvent the wheel, so I'm giving this to you. Cool?"
Break Related Beliefs about the Tools
Stack Slide #2 - main product and tools introduced so far - AGAIN, WITH THE PRICE AND POSSIBLY THE TOTAL
Tangible #1 (related to Secret #1)
Pain and Cost - I had to figure this out on my own, but now you don't have to!
Ease and Speed for them - this product will make it faster/easier for you by
_
Address/break false beliefs about this tangible
Stack Slide #3 - updated offer with updated prices
44-53 Repeat for other two tangibles
The Big Stack Slide - all products with pricing. Aim for 10x value, or consider adding more products until you reach that range
If / All Statements
"If all this package did was X, would it be worth this price?
Then repeat for 3 Secrets
"I had two choices...
"I could go cheap as possible, but then I couldn't stack on the value.
I decided to go this route, which requires a higher investment from you but we can dedicate more time/energy/resources to help guarantee your success".
What would the end result be worth? - BEFORE revealing the ACTUAL, FINAL PRICE - If you had this product and it was doing its job, what would that be worth to you? How much would you pay for it? It's not a COST, but an INVESTMENT
Back to Big Stack Slide w/ all products and total cost...
Price Reveal + CTA
Price Justification
If you bought these separately / from my regular channels, it would be $X. But, because you've invested time here, you've proven you really want it / are an action taker /etc., so I'm offering this price.
If you bought a similar product from (a competitor's company) / hired a pro to do this for you, you'd pay $X. But because you're doing it yourself (with the tools I'm offering to help), you only pay $Y
You've got Two Choices
Do Nothing and walkaway - but also get nothing
Take the leap and buy now (CTA)
Guarantee - money back, no risk, etc.
The Real Question is This...
Is it worth gambling a few minutes to check this out? Even if it only does HALF of what I say, it's worth X / will pay for itself after Y time or Z happens
Big Stack Slide again - walk through line-by-line
Urgency / Scarcity Bonus - offer for a limited time / to certain # of people (the first X people to take action get...). Offer them something live that they CAN'T get on replays. Don't let them leave w/o a purchase - they often won't come back if they do
Closing CTA / Q&A Slide
Recap
30 Minute Countdown
Price
CTA
Take/Answer Questions - come up with a list and/or answer live (you're probably thinking X, right?)
Secret #16 - Trial Closes
Get the audience to start saying "Yes" BEFORE you try to close
The 16 Closes
Money is Good - it is a tool to get what you want
Disposable income - why not invest instead of waste?
Money replenishes - time doesn't
Breaking habits - take action now or slip back into old habits tomorrow
Information alone doesn't work - you need coaching, accountability, and someone to help guide you
Money or Excuses - you're good at making one or the other
Your Two Choices - we could go cheap and get you the bare minimum, but we chose to deliver an AWESOME value instead - that's why the price is what it is
Their two choices - make the investment or walk and do nothing (also gain nothing)
Us vs. Them - Doers and Dabblers
The Hand Hold - step-by-step through the sign up process
Say Goodbye - what will you do with the extra X that this product will give you? Time/money/pain
Now & Later - here's where you are now, but here is where you'll be after you invest
Only Excuses - I will walk you through everything, but you need to make the choice to invest in yourself. I spent $X or Y time on it - but I got it back within Z
Reluctant Hero - actually, I really struggle with X, but that's why I made this system (and why it works so well - I don't have to worry about it anymore!)
If you Only Got - if you got X, would it be worth the investment? Good, because you're also getting Y, Z, A, and B!
Close Close - the final push, "If you're still on the fence, now is the time to go to (checkout) and get started - remember, there is a money-back guarantee. Only way to know is to try right now, so go to (checkout)
Pepper these throughout the presentation
Section Four - The Funnels
Secret #17 - The Perfect Webinar Model
Rather than monthly cycles of new products, "take the show on the road". Not new products every month, but the same product to a different audience.
Promote until Thursday, do your webinar, then replay/create urgency over the weekend. Then rinse and repeat.
$3-5 per attendee - otherwise the copy is off somewhere.
Some goals:
$3 per registrant -> 1k per week ($3k / week ad spend)
25% show up rate (~250 ppl)
10% close rate @ $997 (25 sales / $25k)
double sales on follow-up replays (another $25k)
Run the same webinar over and over, tracking metrics and tweaking for improvements, until you meet your goals. THEN automate it by recording your BEST one.
The Perfect Webinar Funnel
The Registration Page
Curiosity is KEY - they have to be curious, but if you give too much away (if they can "guess" what you're going to say) they won't come.
Good headlines - How to X without Y
An image that
kinda
makes sense, but not too much sense
Ex. Headline - My weird niche funnel that's currently making me $17,947 per day...and how you can ETHICALLY knock it off in less than 10 minutes
what niche?
is it possible to make that much per day?
ethically knock it off? how?
only 10 minutes?
Urgency / Scarcity
Thank You page with Self-Liquidating Offer
this one can have a video - be excited to show them! get them jazzed, the NEED to FEEL your passion and excitement for what's coming
Offer can cover your ad costs
if they spend, they're more likely to show up (and spend more)
Lower ticket - <$50 or a free trial to membership/subscription
Indoctrination Emails
use the 3 Secrets, cover them in the videos - don't teach, don't answer the question, but address the concern and that you WILL answer it...in the video
don't' stress if they don't see all three BEFORE the webinar - it's OK
Send Reminders
have to keep yourself in their mind, or they'll forget all about you in a few days
1 day before, morning of, one hour before, 15 minutes before, and at go-time
Present the Webinar Live
90 minutes or so - first 60 is focused on belief patterns (this is tricky - don't teach, don't give it away, ONLY address the false belief patterns), last 30 is the pitch, Q&A for remainder
WHEN depends on audience - entrepreneurs during the day, 9-5ers at night
GoToWebinar.com, WebinarJam, or other software (research this)
if <25% show up, focus on indoctrination series and reminders
at first, close rate will be low - this is why we do it over and over and tweak it. 5% is good, 10% is $1m/year, <10% is AMAZING
Send follow-ups and create last-minute urgency
urgency and scarcity in replay campaigns
talk about what a great webinar it was, then offer limited-time replay
Send PDF or slides - some would rather read than watch - and again remind that time is limitd
on last day, remind that it closes soon a few times. Keep it simple, recap the big reasons, and let it sit.
Close the Cart
close it out, done deal - get ready for next week
Repeat
repeat, tweak, track, repeat. RB ran his over 60 times before automating, and STILL runs live every so often
Secret #18 - the Four Question Close (for High Ticket Offers)
Get them on the phone for higher-ticket sales
It's easier to sell high ticket on the phone
it lets you screen THEM for compatibility
The Four Question Close
the Dan Sullivan question - if we were to talk X amount of time from now, what would need to be different for you to say this was a roaring success?
Get their goals - internal and external
they'll often start with external - dig deeper until you get to Prime Motivators (respect, inclusion, purpose, status)
Don't open with small talk - this opens the door for time wasting. Instead, get control right away - and get them to start committing by asking permission to move forward (Yes or Chris Voss "No Questions")
Clearly, you know what you want - since you just explained it to me. Why don't you have it yet?
dig for pain
get them to take responsibility - we don't want blamers as clients, or we get blamed
What skills, resources, connections, talents, etc do you have access to that you're not currently using 100% that we could leverage to help you overcome your goals?
let them think - get them thinking about possibilities, hope, the future, how good things will be when they are successful
"let's review - you know what you want, you told me X and Y. You haven't been able to achieve them because A and B, right? But, it looks like you have these skills/resources that you aren't leveraging yet, right? How much (result) would you get if you could remove the obstacles and leverage the resources?" - let them go wild
So I only have one more question - do you want me to help you?
Silence until they answer
"Great, here's the rates/fees/packages/etc and what you get. I'm here to help you! We can knock out the transaction right now - is that cool?"
Secret #19 - The Perfect Webinar Hack (the 15 Minute Webinar) - Page 238
What's the New Opportunity I'm offering?
What is the one Big Domino for this offer? (title?)
What special offer can I create for those who purchase?
What is my Epiphany Bridge Origin Story?
What are three false beliefs they have about this new opportunity (the 3 Secrets), and what Epiphany Bridge stories will I tell to break those false belief patterns?
Three Reasons for Failures
bad market, nobody is listening
you made an improvement offer, not a New Offer
you slipped into Teacher Mode
Cheat Sheet on page 245
Secret #20 - Email Epiphany Funnels
Use the same story structure, just in email form - use hooks at the end of each email to keep them in suspense for the next (Soap Opera Emails)
Same structure as Secret #21
These can be a great way to reach people who registered for your webinar but didn't' show
Secret #21 - Product Launch Funnels
Intro Video - Origin Epiphany Story
New Opportunity Epiphany
Internal Belief Epiphany
External Belief Epiphany
The Stack
These can be a great way to reach people who registered for your webinar but didn't' show
Section 5 - Fill Your Funnel - The Dream 100
Pareto Principle - where are the top 80% spenders in your market? Maybe they're going to competitors?
Relentlessly pursue these folks, not "everybody"
Where to find them?
Find your sub-niche
find people they're already listening to
bloggers
vloggers
email lists
podcasters
influencers
Dig Your Well BEFORE You're Thirsty
Strategy #1
follow them, send connections, subscribe, buy. Get to know them. Do your homework
Strategy #2 after you know them, interview them (podcast/blog) or promote them somehow
Strategy #3 after a basic relationship is formed, as about the project they're most excited about and find a way to help them
start this ASAP
Promotion Strategies
Promo Strategy #1 - regularly connect with them to inform them of how they can get involved in YOUR promotions - do this consistently
Promo Strategy #2 - target their followers with Social Media ads or something similar
www.fillyourfunnel.com
Promo Strategy #3 - see if you can naturally integrate into THEIR existing funnels - thank you pages, upsells, co-create a product, return the favor
Getting Started
Become VERY CLEAR about who you want to serve and what New Opportunity you will create
Get a beta group and get results - and proof
Become a master storyteller - practice, this is a key skill
Change the world. Your message has the ability to change lives, so use it.