EXPERT SECRETS “Expert Secrets is the map that will allow you to turn your specialized 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 THE UNDERGROUND PLAYBOOK FOR CREATING A MASS MOVEMENT OF PEOPLE WHO WILL PAY FOR YOUR ADVICE RUSSELL BRUNSON NEW YORK NASHVILLE • MELBOURNE • VANCOUVER 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 The Morgan James Speakers Group can bring authors to your live event. For more information or to book an event visit The Morgan James Speakers Group at www.TheMorganJamesSpeakersGroup.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 In an effort to support local communities, raise awareness and funds, Morgan James 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 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, religion, business, health, and my relationships. Thanks for being willing 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. CONTENTS Foreword Acknowledgments What Is Expert Secrets? Introduction The Two Types of Expert Businesses SECTION ONE: CREATING YOUR MASS MOVEMENT Secret #1 The Charismatic Leader / Attractive Character Secret #2 The Cause Secret #3 The New Opportunity Secret #4 The Opportunity Switch SECTION TWO: CREATING BELIEF Secret #5 The Big Domino Secret #6 The Epiphany Bridge Secret #7 The Hero’s Two Journeys Secret #8 The Epiphany Bridge Script Secret #9 False Belief Patterns Secret #10 The 3 Secrets SECTION THREE: YOUR MORAL OBLIGATION Secret #11 The Stack Slide Secret #12 The Perfect Webinar Secret #13 The One Thing Secret #14 Breaking and Rebuilding Belief Patterns Secret #15 The Stack Secret #16 Trial Closes SECTION FOUR: THE FUNNELS Secret #17 The Perfect Webinar Model Secret #18 The 4-Question Close (For High-Ticket Offers) Secret #19 The Perfect Webinar Hack Secret #20 Email Epiphany Funnels Secret #21 Epiphany Product Launch Funnels SECTION FIVE: WHAT’S NEXT? Secret #22 Fill Your Funnel Conclusion:Your Invitation References FOREWORD “Expert Secrets is the map that will allow you to turn your specialized knowledge, talents, and abilities into a business that will work for you! This is one of the shortcuts of the new rich.” 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 Cashflow Quadrant. I explain that you are in one of four places in 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 this stage. To become financially 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 you. Think about it. What do you know? What can you teach others? My Rich Dad Company is essentially an expert business. I offer financial education through a variety of products, programs, courses, and mentorships. It started with CASHFLOW, a simple game that transforms lives with the lessons it teaches. Then we expanded into lectures and books and coaching platforms. My information business grew organically. I didn’t have a step-by-step plan. Thanks to this book, 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 by the end you will have your own profitable business. He gives you the concepts, the scripts, the technology—everything. And by the time you finish this book, you will naturally be in the third quadrant. You will be 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 confident just yet. 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. And because expert businesses are some of the most profitable businesses in the world, you’ll be able to take the profits from your company and become an investor. That is how you build true wealth. 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. In the past, there were incredible technical and financial hurdles that 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-