Expert Secrets is the follow up book to Russell Brunson’s DotCom Secrets. A groundbreaking account of how to grow your online business.
In this Expert Secrets book review I am going to explain how this book transformed my self belief and has given me the confidence to put fear of failure to one side.
How it has helped transition people from subject enthusiasts to thriving experts and leaders.
This isn’t a guide only for a select few – this can be applied by anyone. Even me!
Stay to the end and I will tell you how to get this book for FREE.
Who Am I ?
I am Jon Davis. A dad of two. YouTube newbie and aspiring internet marketer.
By day, I tap a keyboard, helping people with their IT problems (Yep – If he looks like a geek, smells like a geek, talks like a geek, then he’s a ….)
Welcome to my Expert Secrets book review (by Russell Brunson), or to give it it’s full and glorious title:
Expert Secrets: The Underground Playbook for Finding Your Message, Building a Tribe, and Changing the World by Russell Brunson
Published in January 2017, this is the second bestseller from Russell. Owner of Clickfunnels and hugely popular entrepreneur and top affiliate marketer.
This book is about learning to tell your story and message and potentially change someone’s life.
There are people today that need what you have. And they are just waiting for you to find your voice, so you can help them change their lives. What a tragedy for them if you don’t develop your voice now.
Russell Brunson
Let me start by explaining a little about me, I am a complete introvert. As much as I push to change myself, it’s always there, it’s my nature.
In a room full of people I will be the last to make conversation – and it will be drawn out and awkward when I do. Scared of saying the wrong thing.
I don’t dance unless i’m silly drunk. I don’t raise my voice when people are around. I struggle to act on impulse. I am captain sensible,
What I am learning – is to improve my risk taking and learn to accept criticism and praise easier.
Over the last few months I have found that in order to achieve anything, you have to at least start.
My first 50 reviews are probably awful, my first 50 videos are probably terrible, my first 50 of anything can probably be improved. BUT I have to do the first 50 to get to the 51st which could be GREAT.
Russell has taught me that you need to take action in order to find your voice. Get started – Provide Value.
Life is short – are you like me and always worrying what others will think about you? Will they laugh if you say the wrong thing?
Annoyingly I have realised recently that I sometimes do this with my children.
I tell them to calm down, be quiet, don’t make a fuss. When you realise that your stifling your children’s expressions through my own silly fears, then that’s a kick in the nuts.
I have made giant leaps in this area now. Partly because sometimes as a dad, you just have too! Grow a pair and step out of that comfort zone.
But also, I have met and been inspired by so many people who are achieving great things with their businesses and side hustles.
People like myself who have found inspiration in Russell Brunson’s teachings and are finding their voice and creating their movements (some slow, some fast)
Who Should Read Expert Secrets?
Primarily this book is aimed at Internet Marketers, Entrepreneurs and Business Owners.
In all honesty though, anyone can get huge value from this book. Russell Brunson quotes:
“Expert secrets is the second part of a journey you have already started”
If you have any hobby, business, side hustle then get this book. It’s is about how you take that knowledge you’ve been acquiring and then push to the next level by teaching others. Only then will you see true growth and become the expert in your field.
I’ve spent the last few months engulfed in the world of ClickFunnels and Russell Brunson. Devouring his books, courses and software.
I have read many entrepreneurial books but his are by far the most life changing books i’ve ever read. This one stuck. This one made me take action.
If you’re reading this on my blog or watching on my channel – then this is proof that ANYBODY can do this and get started.
Funnel hackers will have heard this a million times, but that’s because it is so true. The best time to plant a tree was 20 years ago, the second best time is now. Think about it.
There are tonnes of people inspired by Russell Brunson’s Expert Secrets. Many of which have gone on to incomes of over $1,000,000 a year and enrolled into his exclusive 2CommaClub for high achievers.
I have had conversations the last few months with people of all walks of life and from all parts of the planet. Some maybe even from their own planets 🙂
Hairdressers, Affiliate Marketers, Lawyers, Groundsmen, Etsy Sellers, Graphic Designers, Nurses, Chiropractors.
I could go on, the array of professions and people inspired by Expert Secrets has blown my mind.
All of these people have had a passion, a hobby, a business. Something that they have knowledge of and are looking for their next steps to how they use that knowledge to create something special.
Why Did I Review Expert Secrets Book?
By day I work a 9-5 job (that I actually like – unlike many seeking self improvement).
When my kids were born, we both had built careers and had no work/life balance. I barely saw my wife, and the kids went from one childcare provider to another.
At the end of every month we would pay our childcare bills and have pretty much none of my wage remaining. All that stress for nothing.
We took a big decision for my wife to change careers and hours. We restored that work/life balance but we took a significant pay cut. We didn’t have any spare cash for any nice extras, just enough to get by.
It was still worth it. However life is short. I want to show my children the world and fill our lives with amazing experiences.
This led me into a world of side hustles.
I’ve since spent the last few years on various income streams: ebay flipping, amazon arbitrage, merch design, and the one I love – affiliate marketing.
I have created niche sites and learnt tonnes. But it can be a very slow game, and I would never commit enough of myself to succeed. Always flipping to another side hustle to try and get quick income.
Until I read Expert Secrets and DotCom Secrets and my confidence and belief changed instantly.
I have never yet read a book that has made something feel so possible.
What Is Expert Secrets About?
Now don’t let me put you off but in essence it’s a book about copywriting. Now your on the edge of your seat aren’t you?!
However it is much much more than that. Expert Secrets is the ultimate step by step book for building your audience via storytelling.
Becoming an expert in your field and inspiring others, making money, and achieving self fulfillment in the process.
Expert Secrets is about the two types of Expert Businesses:
- Selling Information Products – Taking your knowledge and packaging it into coaching, products and consulting.
- Leveraging Information products to grow an existing company – Quickly grow your company and get customers for free.
Personally my day is spent running around in my 9-5 (7:30 – 6 really!), coming home and being present for my wife and kids. By the time they are asleep I have very little time left to myself.
So it’s important to have that framework and reference point to take the shortcuts and minimise mistakes. Expert Secrets provides this.
To understand how Russell Brunson and many others have built themselves up to be experts in their field. The tactics of winners.
He has a unique way of explaining his processes, starting with doodles and stick men and then elaborating on all his tried and tested secrets, demonstrating how you to gather your own audience.
Simple at times but don’t underestimate how finely tuned and effective his work is.
Let’s Take A Look Inside Expert Secrets By Russell Brunson
First off, when a book has it’s foreword written by the legend that is Robert Kiyosaki, author of “Rich Dad, Poor Dad” to name just one of his books, then you know this is going to be good!
Expert Secrets is the map that will allow you to turn your specialised knowledge, talents and abilities into a business that will work for you! This is one of the shortcuts of the new rich.
Robert Kiyosaki
Expert Secrets is broken down into 5 sections and overall 22 “Secrets”.
Section 1: Creating Your Mass Movement
Section 2: Creating Belief
Section 3: Your Moral Obligation
Section 4: The Funnels
Section 5: Whats Next?
Section 1: Creating Your Mass Movement
Russell identifies and reverse engineers how to create true fans. The fans that would follow you anywhere and buy the T-Shirt to prove it.
He discusses great leaders and how they have created their mass movements. The qualities required to be a charismatic or attractive character.
The journey of growth and moving to the next stage of development – contributing to others. How to identify who these “others” are and how you can best serve them and offer value. What market and niche you serve and how to create your own niche
Russell explains one of his favorite books “The One Sentence Persuasion Course” which rather ingeniously states:
People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies
Blair Warren
This section considers the future you are trying to paint and what life will be like when you get there.
Before moving on to the most important part where you identify and create the “New Opportunity”. The answer to their problems. How do you create this opportunity and start to entice your audience in using hooks.
This part of the book is about realising who you must become and what you need to create to start your own movement.
Section 2: Creating Belief
This section of Expert Secrets Book is about creating that belief in the minds of the followers and persuading them to believe in everything you are telling them.
This is using the magic of storytelling.
Here we learn to identify our own moments and turning points, and how we can tell these stories to best convince your followers that your journey is replicable,
Possibly my favorite part of the book. I love how Russell has created a step by step guide to identifying your own backstory and journey. He gives you the questions and the framework so you can design “you”.
Before using this framework to breakdown objections and beliefs and reinforce new ones.
I generally don’t buy into these kind of books that often. This isn’t a book that will tell you to clear your mind, envisage great things, feel enlightened.
For a normal everyday person like myself, I loved it, because it’s logical. Russell tells you how to use stories to convince people, to tell them about yourself.
You don’t have to live the life of James Bond and keep the world entertained. Normal stories are cool too. We all have relevant tales where we have answered our own questions on our subject.
I am a parent. Before my children were born, I thought…
“I can’t be a good dad, I don’t know how to feed a baby, change a diaper, get them to sleep etc.”
Turns out in hindsight, I figured it all out. The world didn’t end. I answered all of my own false beliefs and can now recall stories and tales of how I achieved this.
As more and more of my friends had the same doubts as expectant parents I was able to offer advice and experience and help alleviate those fears and break those belief patterns.
There are some awesome parts to this section that you may have heard previously if your familiar with Russells work – Kinda like bridges, epiphany script, origin story, hero’s two journeys. So much value!
Section 3: Your Moral Obligation
This is where the nitty gritty of Sales comes in. Good content alone often won’t get the desired results.
Russell introduces us to his scripts and strategies that he has tweaked and perfected over the last ten years. All available to you…in a FREE book.
How to create an irresistible offer. One that is so value crammed that they couldn’t NOT buy it.
Detailed instructions on creating the “Perfect Webinar” which although he has fine tuned it to be a highly effective webinar sales framework – it can be used for much more – Video Sales Letters, stage presentations, email sequences and more.
Russell takes everything learnt in the previous sections and plugs them into the Perfect Webinar – the stories, the beliefs, the objections, the offer stack and so on.
I mentioned earlier, I work in IT. Predominantly support related. I am shy and introverted. The very word “Sales” makes me want to run a mile!
But, I really enjoyed this part of Expert Secrets. Ultimately Russell is a top level marketer and salesman. Yet here are his exact steps he uses himself, that he has either created or evolved from his own heroes and inspirations.
Honestly, at some point watch one of his presentations – try this one
Watch it, then read Expert Secrets Book, and rewatch it. You don’t even realise his genius until you watch it again – the body language, delivery, stories, the trial closes and participation.
This is a new world to me, and that “Sales” word has lost that dirtiness I felt before!
Section 4: The Funnels
This section is about creating that selling environment that our new followers enter.
Our funnel, Kinda like a website but one that has less noise and confusion, holds their hand and guides them through the purchase/acquisition process. High conversions and happy customers.
This is where Russells software comes in: Clickfunnels.
A funnel can be created in multiple ways but using ClickFunnels is definitely the way I would recommend. It is developed purposefully for this reason.
If you are proficient in WordPress like myself then you can definitely spend a lot longer recreating the same thing using various plugins, but personally I prefer the ease of clickfunnels.
I echo what others have said: “WordPress for Content. Clickfunnels for Selling”.
Russell goes into the funnels to use and the strategies around them. Format, Pages, Follow up sequences, Email, Urgency etc.
Section 5: Whats Next
This part of the book is a brief summary. It closes on where to start looking for your followers. Where that traffic is now and how you get them to turn round and walk toward yourself.
Whilst this section is brief – his main strategy is there for you to utilise – the Dream 100.
It also leads nicely into his upcoming book “Traffic Secrets” which I personally cannot wait for.
Would I Recommend Expert Secrets?
Without a doubt. If you want to build an audience, take your hobby to the next level, start helping others, improve or create your own business. Then YES. Unequivocally YES.
Russell Brunson will tell you himself, his books are the start of his value ladder.
He gives them away (You only pay for shipping) because he knows you will love them so much that you will want his training, his software, and more.
He teaches you the exact methods by employing these methods on you unknowingly. Some people see this as a negative, but why?
It is genius marketing from Russell Brunson. It gives him absolute credibility in his craft.
That is coming from me – who has always shuddered at the thought of “Sales”!
There are no obligations with anything.
I have read DotCom Secrets, Expert Secrets, I have participated in the 30 Day One Funnel Away Challenge (freaking awesome!!!), and I am signed up to ClickFunnels.
The reason why I love Expert Secrets (in fact any of Russells work)….
I truly believe the business training and mindset is second to none. I also believe the clickfunnels software is excellent.
Do I need clickfunnels software to build a sales funnel or benefit from this Expert Secrets review?
No. The software is great and there are so many uses for funnels that I would highly recommend you commit to yourself and go all in.
If you have already read some of the books and your aware of funnels then maybe now is the time to jump right in and COMMIT?
Where Is The Cheapest Place To Buy Expert Secrets?
Sign up for a package such as the Funnel Builder Package and benefit from the significant discounts you get. Available here through the same link as the book.
I recently signed up for 2 courses (Affiliate Marketing & Funnel Skills), and spent more money than I ever have done.
I have a family to spend my money on, I never have money for myself. In fact, I am still wearing T Shirts I bought 10 years ago lol.
I have realised that you need skin in the game to really add some pressure and drive your motivation.
Personally I need to know that this has cost me money and I will work double hard to make sure I use that investment.
So, don’t be pressured. Get the books. Expert Secrets pricing is pretty competitive…at ZERO !!. You will have to pay shipping which is usually $7.95.
If you get the chance I would HIGHLY RECOMMEND the Black Box Edition where you get BOTH books and some very cool extras too.
Once you’ve fell in love with the Expert Secrets Book then give me a shout and let me know what you think.
So that concludes my Expert Secrets Book Review – I am always happy to be fully transparent and share my journey too. Any questions please ask!
Expert Secrets opened my eyes to a whole new possibility.
I now realise that I may not be an Expert yet, but I am always a step ahead of someone that could benefit from my experiences and knowledge too.
Have belief in yourself. Change “I CAN’T” to “I WILL”.
Pickup Expert Secrets by Russell Brunson for Free Using this Link (Tip: Buy the Black Box!)