Book Title - Expert Secrets: The Underground Playbook for Converting Your Online Visitors into Lifelong Customers
Author - Russell Brunson
Genre - Small Business & Self-Employment
Number of Pages - 375 pages (5 Chapters)
Reading time - (9 hours and 20 minutes as per Kindle suggestion)
My Ratings - 🍪🍪🍪🍪
Introduction
I read the Kindle edition of this book. It's a great-read for all those who are willing to put in the efforts and implement the strategies mentioned in the book.
This is a go-to book for all online business owners who are looking to learn how to build and market their online businesses more efficiently. It also dives deep into teaching the framework to create the Perfect Webinar.
The author started off his online business by selling potato gun DVD's and used Google ads to back his business. Initially, he was making good amount of profit but then Google suddenly changed its advertising algorithm and he ended up making no profit.
But he didn't stop there. A friend/guide taught him how to upsell. He started selling his DVD's along with the potato gun kit. That's how author Brunson created his very first funnel. This framework worked well for him and he made enough money to pay for the Google ads as well as earn a hefty profit!
You may find this interesting a similar framework is also being used by many other companies like McDonald's. McD makes no profit if it sold only burgers. It's the other upsell products like - Coke, fries, ice-cream, coffee, etc. that makes them a profitable business.
Main Takeaways
You will find many actionable concepts in this book - from creating your own mass movement, finding your voice, selling secrets, to creating a new opportunity to get life-long customers.
Russell also talks in-depth about cashflow quadrant, value ladder, becoming a charismatic leader, and ways to create a perfect webinar.
In fact, the entire book revolves around the detailed study of creating a perfect webinar or seminar. But don't worry the author has something for everyone. He also covers his sales funnel knowledge and talks about the 3 main markets - Wealth, Health, and Relationships.
Ideas and Suggestions
Like any self-improvement book, the basic premise is that the reader makes an earnest effort to inculcate the ideas and suggestions in order to improve and change their life. Similarly, this book is no different it suggests the following:
To find your voice or passion you need to look at topics or interest that comes easily to you. Something that you love to geek out on. Chances are that's your voice or passion, waiting to be explored, developed, and shared with the world.
The author says to publish daily for at least a year. Be consistent and committed, no if's or but's. If you publish every day for a year, you'll never have to worry about money problems again.
Endure Long Enough to Get Noticed. Pick a social media channel and publish on it daily. If you want to be seen or heard, you must put out valuable content on a regular basis. Discuss journeys, share your backstory and flaws. Be transparent. Do not talk only about yourself, 'I'm the 'next big thing. Follow me.' You will not win. Instead share hardships, failures, solutions then you'll win.
The author also says, 'Keep your teachability index high and be open to new ideas. Your own knowledge isn't enough. You need to interview other experts in that area of interest to gain different viewpoints.' Read a dozen of books around the topic, see everyone's point of view then sit and create your own.
To turn your spark into fire, get around others who are on fire already. Attend live events, seminars, workshops and network with other attendees. Play the role of a reporter and interview the top experts in your field of interest.
He talks about spending time learning other people's success stories through books, podcasts or live events. Asking personalized questions to these experts.
After you have consumed a lot of information from varied sources. Become a guinea pig and test out the suggested ideas, refine the processes to fit your own business and see which framework works best for you.
Next you do is shift your focus from personal growth to helping others. Contribute to grow. The insights you gain from helping or mentoring others will help you gain a level of mastery.
Awesome Quotes
An entrepreneur is someone who takes personal responsibility for a problem that wasn't their own. ~ Russell Brunson
A Charismatic Leader is an Expert who Offers Someone a New Opportunity and Then Guides Them to a Result with a Future-Based Cause. ~ Russell Brunson
Finding Your Voice means experimenting with a ton of stuff. Identify things that spark your interest. Engage deeply with those things. As you engage, if it goes from interest to true fascination, go down the path of gaining mastery. As, Fascination + Mastery = Passion ~ Russell Brunson
Instead of having a goal that focuses on, ' How can I sell my product?' Focus on asking yourself, 'How can I serve people?.' ~ Russell Brunson
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. ~ Russell Brunson
Don't give up! Keep working and refining your process. ~ Russell Brunson
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