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Expert Secrets Summary: 13 Lessons For Entrepreneurs!


I published Expert Secrets back in 2017 and it was my second book in my Secrets Trilogy.

In some ways, though, it was the book I was most passionate about getting out into the world.

This was the book where I showed budding entrepreneurs how to harness their unique expertise and turn it into a lucrative online business!

It changed so many people’s lives.

And so here, I’m going to give you a brief rundown of 13 concepts inside of Expert Secrets.

This will give you the basics.

But I highly recommend getting a copy for yourself as well. 🙂


Part 1. Creating Your Mass Movement

How do you create a mass movement?

That’s an important question… because this is a key part of selling stuff online and building an online business — you need a group of people who like you and trust you.

People who will buy your stuff.

Here are some secrets to building mass movements and loyal audiences :)


Secret 1. The Charismatic Leader/Attractive Character

This concept is the foundation for creating a massive following and ultimately, a successful business.

The core idea here is that you, as a leader, must embody a persona that people connect with. You want to be relatable, engaging, and inspiring. There are three main attractive character types to consider. Each one has its strengths, and knowing which one suits you best is essential to your success. Let's explore them!

The Leader: With this persona, you'll lead by example, sharing your own experiences and expertise to inspire others. You'll demonstrate success, and your followers will want to emulate you. This works best when you've achieved something remarkable in your chosen field.

The Adventurer/Crusader: This persona is all about the journey. You're taking your followers along for the ride, inviting them to be part of your adventure as you explore new grounds and break barriers. You're not afraid of taking risks, and your audience thrives on it too.

The Reporter/Relater: As a reporter or relater, you'll serve as the bridge between experts and your audience. In this role, you'll gather, organize, and share valuable information. Your followers will appreciate the insights you bring from top experts in the field.

Don't worry if you're unsure which persona fits you the best. Take your time and carefully evaluate your strengths, experiences, and personal story.

Remember, being a charismatic leader or attractive character is not about deceiving people or putting up a facade. It's about connecting in an authentic, genuine way that resonates with your audience. So, go out there and embrace your role as a leader, adventurer, or reporter. Your followers are waiting for you!


Secret 2. The Cause

Every movement needs a cause — a reason to band together!

That's why the Cause is such an essential part of the Expert Secrets framework. This secret teaches you how to craft a compelling cause that excites your audience and turns them into loyal followers.

So, how can you create a cause that resonates with your audience?

First, you need to identify a greater vision for your movement. Think about the reasons behind your message and how it can impact the lives of your followers. Your cause should inspire them to join you in achieving a common goal. Remember, it's not about your product or service alone, but about the change you want to bring to the world.

Then you need to communicate it effectively to your target audience. One way to do this is to create a memorable statement of purpose that encapsulates your cause (i.e. “You're just one funnel away!”). This statement should be short, powerful, and easy to understand. It should evoke feelings of excitement and dedication in your followers and motivate them to take action.

When crafting your cause, don't shy away from being bold and aspirational. People are drawn to causes that inspire hope and ignite a sense of purpose. By striving for something extraordinary, you'll capture the interest of your audience and rally them to take action.


Secret 3. The New Opportunity

With the idea of a new opportunity, you're able to awaken their excitement and curiosity.

Imagine presenting your audiences with a novel approach that will undoubtedly lead them to think differently. They'll rapidly drift away from the pain of their existing problems and visualize themselves overcoming obstacles thanks to your innovative solution.

To offer a new opportunity, focus on your vehicle of change, introducing an innovative way of achieving results or solving problems.

What is the new opportunity you’re offering people that they can’t get anywhere else?

In short, presenting a new opportunity will place you at the forefront of your audience's minds, reeling in their interest and priming them for success.


Part 2. Creating Belief

In order to build a movement of people — and to get those people to buy from you — you’ve got to be able to create belief…

Belief that your products or services really can help them.

Belief that you’re a competent leader to follow.

Even belief that the goals your movement seeks to achieve really are achievable.

That’s what these next secrets are all about!


Secret 4. The Big Domino

When most people are writing a sales page or putting together a script for a webinar, they’ll make a list of objections their target market might have…

And then one by one, they’ll brainstorm answers to those objections.

But there’s an easier way.

In fact, when I’m brainstorming for a sales page, I only ask myself one question…

You ready?

It’s this…

What’s the one thing that, if they believe that one thing, they have to buy from me?

Then I spend the entire sales page or webinar or script trying to convince people of that ONE THING.

I call this the “big domino”

Knock it over… and all the other objections get knocked over, too.

(Here’s a 4-minute video about it)

So… what is your BIG domino?

Here’s a template you can use. Plug in your answers!

“If I can make people believe that [my new opportunity/category] is/are the key to [the result they desire most] and is/are only available through [my specific vehicle/frameworks], then all other objections and concerns become irrelevant and they have to give me money.”

Here’s an example…

“If I can get people to believe that Au Bon Bone Broth is the key to losing weight and it’s only available through Au Bon Bone Broth, then all other objections and concerns become irrelevant and they have to give me money.”

Craft your big domino statement and then spend every second of your sales efforts pushing people toward that single belief.

And watch your sales skyrocket.


Secret 5. The Epiphany Bridge

Are you driving a lot of traffic but just can't seem to convert it into sales?

Does it feel like you're trying to fill a bucket that's got a big hole in the bottom?

Well it’s entirely possible that the problem isn't…

  • Your traffic


  • Your offer

But your message.

That is, the way you are trying to sell your offer.

The stories you tell and the things you say.

Because chances are… people aren’t arriving on your page convinced to buy. They need you to convince them… they need to have an EPIPHANY.

If your page or webinar isn’t converting, it might be because you’re not giving your audience that "aha" moment they need to pull out their wallets.

Enter the Epiphany Bridge. 🌉

It's a storytelling formula that takes your audience on a journey, helping them realize on their own why they need your product or service.

Here's a condensed 3-step guide on how you can use it:

Step 1: Identify Your Transformation Story 📖

Think about the journey you went on that led you to realize the value of your own product or service. What was the big epiphany you had? That's your story.

Step 2: Share Your Story 🗣️

Now, share that story on your sales page. But remember, the magic isn't in the end result, it's in the journey. Share the struggles, the failures, and most importantly, the "aha" moment that changed everything for you.

Step 3: Connect the Dots 🔗

Your story needs to lead your audience to the same conclusion you had - that they need your product or service. But you can't just tell them, you have to guide them there with your story.

Check out this video for an example of what this looks like in action (you can literally take the same components and plug-in your own story 🙂)

And here’s a 7-minute breakdown of how this works.

Start implementing this strategy and I promise it’ll be a game-changer for your conversion rates!


Secret 6. The Hero’s Two Journeys

Every hero story consists of two journeys: an external journey and an internal journey.

The external journey refers to the physical steps that your hero takes to reach a goal. Whether it's about conquering a challenge, launching a new venture, or simply becoming better at a skill, this is the aspect of the story that keeps your audience engaged and invested.

The internal journey focuses on the hero's personal growth and emotional transformation. It's the moment when they learn powerful lessons about themselves and the world around them. This journey instills within your hero the values and beliefs needed to conquer their external obstacles.

Why is this important?

As you share your expertise, make sure to incorporate both the external and internal journeys in your storytelling. This will not only create a captivating narrative but also allow your audience to deeply connect with your message.

Attention to detail is key when crafting these journeys. Take the time to really understand your hero – their struggles, dreams, and motivations. Be mindful of how their story unfolds, bringing them closer to their ultimate goal. Use vivid language and anecdotes to immerse your audience in the world you're creating.


Secret 7. False Belief Patterns

When you’re trying to sell something to someone, there are three core false beliefs that will keep them from buying.

You must overcome each of these false belief in order to sell.

First, pinpoint the most common false beliefs your audience holds. Make a list and categorize them into three types:

  • External: Beliefs about external factors preventing their success
  • Internal: Beliefs about their own abilities or lack thereof
  • Vehicle: Beliefs about the effectiveness of your product or service

Armed with this knowledge, tailor your message to focus on disproving these beliefs. Share your own experiences and how you overcame similar misconceptions through using your product or strategy. Create relatable stories, testimonials, and case studies to showcase the transformation your audience can achieve.

Once you've broken through the false belief patterns of your audience, they will be more receptive to your message and more likely to trust your expertise.


Part 3. Your Moral Obligation

As someone with a spark inside of you, I believe you have a moral obligation to share that spark with the world… and to do everything in your power to reach as many people as possible.

These secrets are about helping you do just that.


Secret 8. The Stack Slide

The Stack Slide is a powerful technique that I’m sure you’ve seen before.

You highlight the value of each part of your offer and then seamlessly build on it with the next item in your "stack." This process creates a compelling narrative that showcases the cumulative worth of your offer.

Then you share your actual price… and it helps people realize that they’re getting a great deal.

Let's take a look at how you can apply the Stack Slide technique to your business:

Identify your core offer: Start by pinpointing the primary product or service you are selling. This will be the foundation of your stack.

Add supporting elements: Think about complementary components you can include—bonus features, special deals, educational resources, or guarantees. These should enhance and strengthen your core offer.

Determine the value of each item: For each element in your stack, assign a monetary value that accurately reflects the worth of each piece.

Build the Stack Slide: Start presenting each item one at a time, emphasizing its value and how it contributes to the overall worth of your offer.

Total up the value: Once you have presented all components, tally up the combined value of your stack. Your audience should now see the incredible deal they are receiving when they invest in your core offer.


Secret 9. The Perfect Webinar

Webinars are by far one of the most powerful ways you can sell stuff online today.

But what do you say?

Here's a brief walkthrough of the Perfect Webinar framework:

1. The Intro (Building Rapport):

Introduction: Introduce yourself and give a brief background to establish credibility. You need to show your audience that you understand their problems and have the solutions.

Hook: Give the audience a compelling reason to stick around. It could be an irresistible offer, exclusive content, or a promise of the value they’ll receive.

Show the Offer Early: Create curiosity and excitement by giving them a preview of what's coming.

2. The Content (Educate and Break Beliefs):

Secret #1 (The One Thing): Share one thing that they need to understand, that's unique and will change the way they think about their problem. This helps to break their existing belief pattern.

Secret #2 (The Hidden Benefit): Unveil the hidden benefits of your offering. Show them a different perspective that can provide unexpected value.

Secret #3 (The New Opportunity): Present the new opportunity that your product or service provides. Highlight how it can take them closer to their goals. This establishes the opportunity switch, taking them away from the old belief to the new belief.

3. Transition to Pitch:

Stack Slide: This is where you detail the value of everything you're offering, point by point. Show them the price of each individual element if bought separately, then sum it all up.

Trial Close:
Ask a question that gets your audience to agree with you. It could be something like, "Can you see why so many people are using our product?"

4. The Pitch:

Core Offer: Reveal the price of your core offer. But remember to frame the price in terms of its value, not cost.

Bonuses: Add bonuses to your offer. This increases the perceived value and makes it harder for the audience to resist.

Price Reveal: Reveal the total price of the offer, including the bonuses.

Stack Recap: Reiterate everything that they're getting. This repetition helps to cement the value of the deal in their minds.

​Urgency and Scarcity: If applicable, add an element of urgency or scarcity. This can be time-limited access, limited quantities, or special prices for early buyers.

5. The Close:

Testimonials and Case Studies: Share stories of other people who have benefited from your offer. This creates social proof and gives your audience the confidence to buy.

Guarantees: Remove the risk associated with the purchase. It could be a money-back guarantee or a promise of results.

Call To Action: Direct the audience on what to do next. It could be to sign up, make a purchase, or register for a course.

Q&A: Address common concerns or objections during the Q&A. This clears up doubts and can convince hesitant buyers.


Secret 10. Breaking & Rebuilding Belief Patterns

To get people to take action, you’re going to need to break down their false belief patterns… and replace those with new, better belief patterns.

Here’s how you can do that.

1. Identify the Vehicle of Change:

The vehicle of change is your product or service - it's what will help your customer achieve their goals or solve their problem. But many customers are resistant to change, so you must first identify the belief that's causing this resistance.

For example, if you're selling a weight loss supplement, your customer might believe that "All weight loss supplements are scams." You need to know this to address it directly.

2. Identify the Internal and External Beliefs:

Next, you need to understand the internal and external beliefs your customer has around this vehicle of change.

Internal Beliefs are beliefs about themselves. Using the same example, your customer might think, "Even if a weight loss supplement works, I never stick to a regimen long enough to see results."

External Beliefs are beliefs about the outside factors or the product itself. For example, "This supplement is probably too expensive."

3. Breaking Beliefs:

You break these false beliefs through what Brunson calls the "Epiphany Bridge Script." This is a story that bridges the gap between the customer's current belief and the new belief you want to instill.

The story should contain four main elements:

  • The backstory that gives context
  • The wall or problem you encountered (similar to what your customer is experiencing)​
  • ​The epiphany or realization that helped you overcome the wall
  • The transformation or achievement after the wall was conquered

You will need a different story for each belief that you need to break - one for the vehicle, one for internal beliefs, and one for external beliefs.

4. Rebuilding Beliefs:

After breaking the belief, you must replace it with a new, empowering belief.

Using the weight loss supplement example:

  • The vehicle belief could be: "Some weight loss supplements are scientifically proven to aid in weight loss."
  • The internal belief: "If I set reminders and keep my supplement in sight, I could easily stick to the regimen."
  • ​The external belief: "Investing in a quality supplement is worth the cost if it significantly improves my health and confidence."

By the end of this process, your customer has a new set of beliefs that align with your product's value proposition, making them much more likely to buy.


Secret 11. Trial Closes

"Trial Closes" are micro-commitments or little agreements you ask your audience to make throughout your presentation or sales pitch. The goal of these trial closes is to create a pattern of agreement so that when you eventually ask for the sale, it's more likely that your audience will say "yes".

The underlying psychology of trial closes is to get your audience nodding along and saying "yes" throughout your presentation. This builds momentum and makes the final "yes" – the purchase decision – a natural conclusion to the process.

Here is how you implement Trial Closes in your presentation or sales pitch:

1. Early Stages:

In the early stages of your presentation, use trial closes to get your audience agreeing with you. These are usually broad, relatable statements or simple questions that are easy to agree with. For instance, you might say, "Can we all agree that health is our greatest wealth?" or "We all want success in our lives, right?"

2. During the Presentation:

As you continue with your presentation, especially when you're breaking and rebuilding belief patterns, use trial closes to confirm that your audience is with you.

For example, if you're sharing a story that breaks a false belief, you might conclude the story with a question like, "Can you see why that old belief was holding us back?" When your audience says yes, they're affirming that they've rejected the old belief.

3. Before the Pitch:

Before transitioning into your pitch, use a trial close to confirm your audience sees the value in your offer. A question like, "Can you see why so many people are getting amazing results with our system?" works well.

4. During the Pitch:

During the pitch, trial closes can help you validate each part of your offer. For example, if you're stacking bonuses, after each one, you could say, "Can you see how this bonus alone is worth more than the price of the entire package?"

5. Closing the Sale:

Before you ask for the sale, use a trial close to get one last confirmation. For instance, "Can you imagine how much impact this will have on your life/business?"


Part 4. The Funnels

The beauty of selling stuff online — specifically digital products — is that it’s scaleable. You can sell 1,000 online courses and it doesn’t cost you any more time than if you sold 100… but you make a lot more money!

That’s where funnels come in.

They help you scale and automate your selling system so that you can sell your offer to as many people as possible. That’s what this section is about!


Secret 12. The 4-Question Close (For High-Ticket Offers)

Are you ready to discover a powerful technique to close high-ticket sales? Then fasten your seatbelts as we dive into Secret 18: The 4-Question Close for High-Ticket Offers!

First and foremost, remember that selling high-ticket items is all about establishing trust and demonstrating value. But how do you show your potential clients that you've got what it takes? Well, here are the four questions you need to ask:

  • What problem does your product or service solve? Make it clear how your offer addresses the specific pain point your prospect is facing.
  • What's different about your offer? Your potential client probably has a sea of competitors vying for their attention. Make sure they understand what sets you apart.
  • What are the benefits of your offer? Don't just list features – emphasize the real-life improvements your prospect will experience after making the purchase.
  • Why should they act now? Create urgency and compel your prospect to take action by sharing a limited-time bonus, discount, or personalized support.

Now that you've got these four questions under your belt, it's time to put them into action! Use them on sales calls, sales pages, and even in webinars. Soon, you'll be consistently closing high-ticket sales and skyrocketing your income!


Secret 13. The Perfect Webinar Hack

Creating an effective webinar doesn’t need to be hard… especially if other people in your niche are already running successful webinars.

Just attend…

…and take a lot of notes 🙂

The "hack" is to make use of other people's content until you've gained enough confidence and experience to create your own.

This is how it's done:

1. Find a Successful Webinar:

The first step is to find a webinar in your niche that has been successful. This could be a webinar you've attended in the past or one that you've heard has generated good results.

2. Study the Webinar:

Once you have your successful webinar, take the time to study it in detail. Break it down into its various sections, note how the presenter transitions from one section to another, the stories they tell, the secrets they reveal, and how they pitch and close. The goal here is to understand the flow and structure of a successful webinar.

3. Adapt it for Your Own Use:

Now, take what you've learned and adapt it for your own use. You're not copying the content of the webinar – that's unethical and ineffective. Instead, you're replicating the structure and flow.

Let's say the webinar you studied started with a personal story about the presenter's struggle before they discovered the solution they're selling. You would then start your webinar with a similar personal story. The details of the story will be different, but the structure is the same.

4. Rehearse and Refine:

Once you have your webinar structured, rehearse it and refine it until you feel confident in your delivery. This could take several runs, but it's worth it. The more comfortable you are with your webinar, the more authentic and engaging you'll be when you present it to a live audience.

5. Test and Iterate:

Finally, once you've run your webinar a few times, you can start to test and iterate. This could involve trying out different stories, varying the structure slightly, or changing how you present your offer. Over time, as you get more feedback and data, you'll be able to improve your webinar and make it your own.


Final Thoughts

Having spent the last bit sharing with you 13 essential concepts from my book, Expert Secrets, I hope you can see why I was so passionate about getting this information out there. This is not just a book, but a playbook for turning your unique skills and expertise into a lucrative online business.

From breaking down belief patterns, to creating compelling webinars, and leveraging the power of 'trial closes' — each concept is a cornerstone to your entrepreneurial journey.

Over the years, I have been thrilled to hear from so many of you about how these lessons have transformed your businesses and, in many cases, your lives. It is an honor to be a part of your journey. 🙂

So, if you haven't yet, I highly encourage you to get a copy of Expert Secrets. Immerse yourself in it, and allow it to guide you towards leveraging your unique gifts in a way that can bring value to the world and build the profitable, impactful business you've always dreamed of.

Here's to your journey and the incredible impact you're destined to make!


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