EXPERT SECRETS SNEAK PEAK!!! The First 4 Chapters These are just the first 4 chapters of my new Expert Secrets book. Join the pre-launch list and reserve your FREE copy here: To Pre-Register! www.ExpertSecrets.com “Expert Secrets is the map that will allow you to turn your specialized knowledge, talents, and abilities into shortcuts of the new rich.” —Robert Kiyosaki Visit www.ExpertSecrets.com to Pre-Register NEW YORK NASHVILLE • MELBOURNE • VANCOUVER EXPERT S E C R E T S THE UNDERGROUND PLAYBOOK FOR CREATING A MASS MOVEMENT OF PEOPLE WHO WILL PAY FOR YOUR ADVICE RUSSELL BRUNSON Visit www.ExpertSecrets.com to Pre-Register Publishing donates a percentage of all book sales for the life of each book to Habitat for Humanity Peninsula and Greater Williamsburg. Get involved today! Visit www.MorganJamesBuilds.com EXPERT SECRETS THE UNDERGROUND PLAYBOOK FOR CREATING A MASS MOVEMENT OF PEOPLE WHO WILL PAY FOR YOUR ADVICE © 2017 RUSSELL BRUNSON All rights reserved. No portion of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means—electronic, mechanical, photocopy, recording, scanning, or other‚—except for brief quotations in critical reviews or articles, without the prior written permission of the publisher. Published in New York, New York, by Morgan James Publishing. Morgan James is a trademark of Morgan James, LLC. www.MorganJamesPublishing.com ISBN 978-1-68350-458-0 paperback ISBN 978-1-68350-459-7 eBook Library of Congress Control Number: 2017902207 Cover Design: Rob Secades Illustrations by: Vlad Babich Cover Photography: Dan Usher Visit www.ExpertSecrets.com to Pre-Register DEDICATION To Deagan Smith, who reignited my passion for marketing during a dark time in my journey, when I almost threw in the towel. I’m so grateful that your inspiration gave me a second chance. To the experts I’ve met in my life who helped me to become who I am today. Many of you have had a huge impact on my life in wrestling, to contribute so I could grow. And to my amazing kids, Dallin, Bowen, Ellie, Aiden, and Norah, who have given me a reason to try to make this world a better place. Your future is what drives me today. Visit www.ExpertSecrets.com to Pre-Register vii CONTENTS Foreword ix Acknowledgments xiii What Is Expert Secrets? xv Introduction xvii xxii SECTION ONE: CREATING YOUR MASS MOVEMENT 1 Secret #1 5 Secret #2 29 Secret #3 48 Secret #4 63 SECTION TWO: CREATING BELIEF 83 Secret #5 85 Secret #6 91 Secret #7 103 Secret #8 114 Secret #9 False Belief Patterns 128 Secret #10 134 Visit www.ExpertSecrets.com to Pre-Register SECTION THREE: YOUR MORAL OBLIGATION 141 Secret #11 145 Secret #12 150 Secret #13 155 Secret #14 Breaking and Rebuilding Belief Patterns 166 Secret #15 178 Secret #16 Trial Closes 202 SECTION FOUR: THE FUNNELS 215 Secret #17 217 Secret #18 233 Secret #19 240 Secret #20 Email Epiphany Funnels 248 Secret #21 Epiphany Product Launch Funnels 250 SECTION FIVE: WHAT’S NEXT? 253 Secret #22 Fill Your Funnel 255 Conclusion:Your Invitation 264 References 269 Visit www.ExpertSecrets.com to Pre-Register ix FOREWORD “Expert Secrets is the map that will allow you to turn your specialized knowledge, talents, and abilities into a business that by Robert Kiyosaki You have something special inside you. Something you know. Something you do. Something you can teach. You are already an expert. We all have this something special inside of us and, if we use it right, we can change the world—and become rich in the process. Information is a powerful tool. It can be used to attract interest, increase desire, demand attention, and sell. But information alone isn’t enough. It’s the skillful application of the right information at the right time that can change your life. If you aren’t familiar with my work, I teach a system called the Visit www.ExpertSecrets.com to Pre-Register x | EXPERT SECRETS your work life. You’re either an employee (E), you’re self-employed (S), you own a business (B), or you’re an investor (I). Most of us start out as E, and some never leave free, though, you must move through the quadrants and get to the business and investor stages as quickly as possible. Information is how that’s done. Information that’s already inside and mentorships. It started with CASHFLOW, a simple game that lectures and books and coaching platforms. My information business you do. In Expert Secrets, Russell Brunson has masterfully laid out the steps to becoming a thought leader and building a following of people who will pay you for your information. You can literally start from zero and concepts, the scripts, the technology—everything. And by the time you a business owner. Russell has compiled decades of study and distilled the process down so you can succeed no matter where you’re starting from. And you can do it all based on what you already know, even if you don’t feel Visit www.ExpertSecrets.com to Pre-Register Foreword | xi As Russell explains in this book, “regular” businesses can use the Expert Secrets process to create and sell information, too. Doctors, dentists, professional services, and even retail stores can all use what they know to create useful information that attracts customers. In fact, if you attach an information business to the front end of your existing business, you can reduce your customer acquisition costs to practically zero (and even get paid for every new customer that enters your world). If you’re an employee, you can use the Expert Secrets process to set up your own business quickly. If you’re self-employed or run a small business, you can use the Expert Secrets process to grow that company. You’ll read case studies in this book that show how real people just like you have moved through the quadrants at incredible speed. In fact, you might just skip a quadrant or two. had to be overcome in order to move through the quadrants. If you were an employee and wanted to start your own business on the side, you either hired a web designer or learned how to do it yourself. You either hired a copywriter or learned how to do it yourself. You either hired someone to run your shopping cart or learned how to do it yourself, all of which was expensive and time-consuming. But when you use this book with ClickFunnels (a software tool Russell created that we use in the Rich Dad organization), you’ll have all the tools you need to handle the complex technical aspects of running an expert business as well! You don’t need to pay tens of thousands of Visit www.ExpertSecrets.com to Pre-Register xii | EXPERT SECRETS barriers have been removed so you can focus on sharing your message with the world. People often ask me, “What does it take to make money?” My answer is that it takes a dream, a lot of determination, a willingness to learn quickly, and the ability to use your God-given assets properly. Expert Secrets is the path. You hold in your hand the step-by-step roadmap to turning those assets into wealth and prosperity. Learn. Take action. And enjoy the ride. Robert T. Kiyosaki Visit www.ExpertSecrets.com to Pre-Register xiii ACKNOWLEDGMENTS I wanted to start by giving a very special thanks to Daegan Smith. A few years back, he had a conversation with me about “belief” and what’s possible when someone truly believes in something. We then started talking about how we could create that true belief in the minds of the will see many things I learned that day and over the next few years from Daegan woven into these pages. Without his ideas, this book wouldn’t have been possible. I want to thank Perry Belcher, for helping me understand new opportunities and status, Dan Kennedy for teaching me how to use character and communication, Michael Hauge for showing me story structure, Blair Warren for his work with persuasion, Jason Fladlien for teaching me how to break and rebuild belief patterns, and Armand book was built on. Visit www.ExpertSecrets.com to Pre-Register xiv | EXPERT SECRETS I’m so grateful for my Inner Circle members and people inside of our “Funnel Hacker” community, who are willing to take these crazy given us the ability to test things at scale in a way that has never been possible in the history of direct response marketing. We’re able to see what things work in which markets, and make adjustments based on in-the-trenches testing of these concepts. I also know that none of this would be possible if it weren’t for my team here at ClickFunnels—Todd Dickerson, Dylan Jones, Ryan Montgomery and the rest of the development team—for building is what has given entrepreneurs like me the ability to get our messages out to the world. John Parkes, Dave Woodward, and the rest of our marketing team for helping us to get ClickFunnels and this message into the hands of every entrepreneur in the world. Brent Coppieters and his support team for creating the best possible customer experience for our entrepreneurs. And everyone else who is helping to serve our movement we are creating here at ClickFunnels, it would be impossible to name them all. And last, I want to thank Stephen Larsen, for being a constant sounding board during this book project. Without your excitement for this book, it never would have been completed. And Julie Eason, for dedicating the better part of a year to help me write this book…twice. If it weren’t for you, this would still just be a bunch of random thoughts inside my head. Visit www.ExpertSecrets.com to Pre-Register xv WHAT IS EXPERT SECRETS? Expert Secrets is the second half of a journey you have already started. Something you experienced in your life started you on this path, which caused you to want to become more. You started to read books, study, and experiment with the things you learned, and by doing so you have become who you are today, an EXPERT. development you achieve, there will be a point where you can no longer to others. that the right message can have on someone at the right time in their life is immeasurable. It could help to save marriages, repair families, change someone’s health, grow a company or more… But only if you know how to get it into the hands of the people whose lives you have been called to change. Visit www.ExpertSecrets.com to Pre-Register xvi | EXPERT SECRETS Expert Secrets Expert Secrets will show you how to build a mass movement of Expert Secrets will teach you how to make this calling a career, where people will pay you for your advice… As Sir Winston Churchill once said: To each there comes in their lifetime a special moment when the shoulder. Visit www.ExpertSecrets.com to Pre-Register