Expert Secrets Reviewed – How Does the Russell Brunson Book...
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Ever noticed how anything that includes the term “expert” automatically fosters a feeling of confidence in the subsequent information? “Experts share their opinion on…,” “Expert Secrets tips to…,” etc.—such statements make you feel like you’re about to receive life-changing advice from tried-and-tested individuals.
According to the Business Dictionary, an expert is a “Professional who has acquired knowledge and skills through study and practice over the years, in a particular field or subject, to the extent that his or her opinion may be helpful in fact-finding, problem-solving, or understanding of a situation.”
An expert is someone who has what it takes to be a thought leader in his/her industry. Someone who is knowledgeable with a voice that holds weight. Most of us want to attain the level of being called an expert. But how?
The path to becoming an expert demands effort and dedication in a cause. And the best way to achieve this is by learning from other individuals who have walked your path and succeeded. In the words of Tony Robbins, “If you want to be successful, find someone who has achieved the results you want and copy what they do and you’ll achieve the same results.”
In the case of online entrepreneurs concerned with driving traffic and converting prospects, Russell Brunson offers a book, Expert Secrets—in which he claims you can become an expert. As a battle-tested online entrepreneur and self-made millionaire, Brunson shares the secrets to catapult your business to new heights—as he did with his company, ClickFunnels.
In this article, I’ll provide my honest review of Russel Brunson’s Expert Secrets—plus comparisons with his other books, DotCom Secrets, and Traffic Secrets. The aim is to see the type of “expert advice” offered by Brunson through his trilogy of “Secrets” books.
Are you an expert in your business niche? Or do you want to become an expert and grow your business? If so, read on to find out whether the information and tips offered by Russell Brunson can steer you towards the coveted “expert” status.
Strategic online marketing is the backbone of any online business. The marketing tactics you choose can make or break your business. The cornerstone of a successful online marketing campaign is lead/traffic and conversion.
However, online marketing is a murky domain, and thriving in the industry can be quite frustrating. When this is the case, the best way to navigate this “jungle” is by taking advice from online marketing experts and following the path they chart through their tips. If you’re an entrepreneur looking to boost the earnings and growth of your online business, here are some of the best books to turn into an expert in your industry:
The purpose of the book is in its name—and the wealth of knowledge is between its covers! Russell Brunson, the author of Expert Secrets, shares the secrets to winning in the fiercely competitive online market place. As an enthusiastic marketer driven by an obsession with traffic generation and conversion optimization, Russell draws upon his tested methods to craft an indispensable resource for any aspiring online entrepreneur.
What makes potential customers act the way they do? What goes on in the mind of a prospect before he/she commits to whatever you’re selling online? Answers to these questions and more are housed in Robert Cialdini’s Influence: The Phycology of Persuasion. I highly recommend this book to any entrepreneur—regardless of the niche or business model. Although the book was originally released in 1984, it has been updated to reflect current trends in the marketplace—including tips on the power of social proof.
Seth Godin is a staple name in digital marketing and entrepreneurship—and for good reason. As an author, speaker, and avid content creator, Godin has been practicing his trade at the peak for the last 3 decades. Listening to his videos, podcast, or reading through his blog is guaranteed to leave you inspired and ready to tackle the world.
Although he lays claim to nearly 20 books, I feel that The Dip hit home as far as establishing yourself as an expert is concerned.
The opening quote— “Being the best in the world is seriously underrated.”—lays the foundation for what lies ahead as your comb through the roughly 80-page book. Godin urges readers to be exceptional in what they do—rather than settling in a comfort zone.
An outspoken character and CEO of VaynerMedia—Gary Vaynerchuk is widely revered as one of the pioneers of modern digital marketing. Jab, Jab, Jab, Right Hook is Gary’s 3rd book and a best seller. The book highlights strategies and campaigns that should be avoided or employed—based on personal experiences.
According to Al Ries and Jack Trout, creating a killer marketing message is not enough to establish yourself as an expert. You must position your business—based on your strengths and weaknesses. According to the authors, “Positioning starts with a product…But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.”
Few books on traffic generation and sales funnels—if any—have created more fuss among digital marketers than DotCom Secrets, Expert Secrets, and the recently launched, Traffic Secrets. The books are easily top sellers—and the brainchild of funnel guru, Russell Brunson.
If there’s someone who has time-and-again proven his expertise in selling products online, it has to be Russell. As highlighted earlier, an expert is a thought leader
whose opinion is typically helpful. So, is Russell an expert in his industry?
Run a Google search of keywords such as “sales funnels” and you’re guaranteed to find several entries referring to Russell Brunson or his work. Forbes claims that Brunson has been “revolutionizing the online marketing industry” with his unique approach—and his allure lies in his transparency and “willingness to help those in a crowded space.”
What makes Russell such an outstanding character—as far as online marketing experts are concerned—is what he offers his followers. While other “cheerleaders” are relentlessly pitching fad get-rich-quick money systems, Brunson attempts to guide followers through a tried and tested path. In his quest to empower people through his expert advice, he has helped over 700 ClickFunnels users generate at least $1 million.
Keep in mind that Russell is a self-made online entrepreneur who hails from humble beginnings. From selling supplements, potato guns, and video games online, Brunson leveraged the knowledge, skills, and experience he had accumulated to co-found ClickFunnels—a self-funded SaaS company worth over $300 million. If this doesn’t scream “expert,” I don’t know what does.
It’s clear that Russell Brunson is an expert—but do his books reflect the same? Here’s a breakdown of what is contained in each of his books—with a particular focus on Expert Secrets (for obvious reasons as you can tell from the earlier information).
Book Name (1st Edition): Expert Secrets: The Underground Playbook for Creating a Mass Movement of People Who Will Pay for Your Advice
Book Name (2nd Edition): Expert Secrets: The Underground Playbook for Converting Your Online Visitors into Lifelong Customers
Author: Russell Brunson
Time of Release: 1st Edition was launched in 2017—and the 2nd edition was released in May 2020
Official page: Expert Secrets
Price: FREE excluding shipping—which is $9.95 in the U.S. or $19.95 anywhere else in the world.
Hardcover ISBN: 978-1-4019-6047-6
E-book ISBN: 978-1-4019-6061-2
Audio ISBN: 978-1-4019-6082-7
Number of pages: 359
Personally, I believe the book suits anyone looking to take his/her business to the next level—and influencing others along the way. Expert Secrets contains nuggets of information that may benefit online influencers, digital marketers, salespeople, coaches, and entrepreneurs. It’s especially useful for:
Users who major in creating sales funnels
Brands that are interested in creating a loyal online following
Anyone who would like to share what they already know to help others and benefit their businesses at the same time
Entrepreneurs who deal with information products such as e-book or online courses
People yearning to be confident thought leaders in their industry
Please Note: As with any other inspiration book or guide, the ideas and tips contained in Russell Brunson’s Expert Secrets will only bear fruit if you actively practice them.
Simply put, Expert Secrets is intended to be a valuable resource for aspiring experts. According to the foreword of the 1st Edition by Robert Kiyosaki—author of Rich Dad Poor Dad—”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.”
To give you a better idea of what the book is about, here is a sneak peek into one of the opening pages of my Expert Secrets copy:
“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. But as most experts soon find, no matter how much personal development you achieve, there will be a point where you can no longer progress. The only way to continue to grow is by helping others become like you. Yes, true growth and fulfillment come from your contribution to others.”
The book has clear and precise guidelines on how to come out of your comfort zone and establishing yourself as an EXPERT. Similar to the teaching of The Dip by Seth Godin (discussed earlier), Expert Secrets aims to push you towards being the best in your industry—which is achievable by honing your skills and sharing your knowledge/abilities with others.
Expert Secrets is about creating a royal following in your niche—being the go-to expert for other aspiring entrepreneurs. This noble objective is presented in the book through real-life examples that demonstrate what it takes to build a great company.
As inspiring as it sounds, the idea of building a brand around a community is not novel. Countless companies have grown into notable empires by banking on their followers. Think of big players such as The Walt Disney Company, Starbucks, Glow Recipe, or even Brunson’s own ClickFunnels—all these companies tend to focus their marketing efforts on fostering a strong community. This begs the question; can you achieve similar results? And more importantly, how?
The best things come in trilogies—and you can quote me on that. Movies? We have Back to the Future, The Godfather, Christopher Nolan’s Batman Trilogy, Lord of the Rings, and Mad Max. Books? The Fifth Season, The Girl with the Dragon Tattoo, His Dark Material, or maybe the Hunger Games. With this in mind, when a reputable online marketing expert comes calling with a trilogy of books, the least I can do is give him a chance.
According to Russel Brunson, you can create an “expert business” that’s positioned to thrive in the modern online marketplace by leveraging the advice and strategies in his books—DotCom Secrets, Expert Secrets, and Traffic Secrets. Each book has a different angle, but they all merge into one underlying message—how to sell anything online and grow your business’s revenue and following.
To understand what is contained in each book, here a comparison of Expert Secrets Vs DotCom Secrets, and Expert Secrets Vs Traffic Secrets.
In Russell Brunson’s first book, DotCom Secrets, he shares the workable processes to build a successful offline or online business. The book—which was published in 2015—quickly become a hit with users in the industry.
Russell’s engaging/intriguing writing tone coupled with the wealth of useful information in the book attracted raving testimonials and positive reviews from readers. Unsurprisingly, DotCom Secrets went on to be a best-seller—same as the 2017 follow-up, Expert Secrets.
DotCom Secrets aims to offer the best strategies and information to create sales funnels that capture leads and convert. According to the book’s prologue—written by the late Dan Kennedy—”In truth, this is a proven playbook for growing your company with effective lead generation and sales/conversion methods, which can be used online and offline.”
DotCom Secrets contains tactics that can help boost the sales for your business. Russell explains how you can determine your target demographic, attracting them to your website or physical company, and convert them into paying customers.
On the other hand, Expert Secrets follows a similar format—but with a different scope and perspective. Whereas the Dotcom Secrets was largely geared towards new business, Russell’s 2nd installment takes a broader stance by covering both new and existing businesses.
Unlike DotCom Secrets, Expert Secrets—which offers the skills on how to share the information you’ve amassed—applies to both online and brick-and-mortar businesses. Whether you’re looking to create your business from scratch or you’re an established business looking to inspire others, Expert Secrets is a useful resource.
In other words, DotCom Secrets is ideal for you if you’re new to the world of sales funnels or if you’ve recently launched (or planning to launch) an online business – i.e., it’s a targeted book. Experts Secrets is similar—just more generalized to cover a larger pool of readers.
The newest installment in the “Secrets” trilogy is Traffic Secrets—released in 2020. The book covers strategies and workable ways on how you can fill your funnel and website with your dream customers. Russell explains the strategies he personally used to build his multi-million-dollar company in just three years.
Traffic Secrets primarily focuses on…wait for it…Traffic generation (it’s in the name). The information in the latest book by Russel applies to affiliate marketers, bloggers, freelancers, consultants, local businesses, online coaches,
e-commerce businesses, and any entrepreneurs who give two cents about traffic.
Like DotCom Secrets, Traffic Secrets is rather targeted and usable by a specific niche of users – i.e., online businesses who want to attract customers to their websites or sales funnels and convert them. Yet, unlike DotCom Secrets which focuses on new businesses, Traffic Secrets applies to both new and established businesses—similar to Expert Secrets.
Judging from the content in the trilogy, each book has its individual value—but they are designed to offer a greater impact if used as a collective. I like to think of the trilogy as one big book called “Secrets,” rather than three separate books.
Expert Secrets—allegedly—covers the tricks, tips, and strategies used by these immensely successful companies to set themselves apart in the industry. But since I strongly believe that a book is not great until proven otherwise and seeing is believing, I’ll lay Expert Secrets bare for you to dissect before ordering your copy.
The book is organized into 5 different sections—covering 22 chapters in total. Each chapter goes in-depth into different Experts Secrets that aspiring business owners can leverage.
Experts are people you look upon for advice and valuable information. This means that to become an expert, there must be actual people who consider what you offer useful. These “fans” encompass the mass movement.
Expert Secrets is centered on creating a tribe of loyal followers and use them to create a highly successful business.
And this is exactly what the first section covers – creating a mass movement. Russell goes on to elaborate some particle steps you can take to create this mass movement: That is:
Making yourself a charismatic leader who is attractive to audiences
Differentiating yourself as a visionary—focused on the future
Brunson covers these important aspects of creating a mass movement in 3 steps as shown below:
Everyone is born with different traits, personalities, and talents. With this in mind, not everyone is born with a knack for leadership. However, the skillset and mentality needed to be a charismatic character—capable of attracting followers—can be learned. How so?
According to Russell, you can become an attractive leader by identifying your target
market, finding the most appealing approach to win them over, and writing marketing messages that sell.
Let’s assume you manage to master what it takes to be a charismatic leader—how will you convince your target audience to get on board your train? How do you get people passionately involved in your cause?
In this part of Section 1, Russell Brunson explains how to package your message/opportunity and introduce it to audiences in an effective way. This
includes workable steps that will guide you on how to engage your possible prospects and get them fully involved.
Ever felt like you’re giving it your all, but you do not receive the same energy from your target audience? Well, maybe all you need is to nudge your followers in the right direction. In the final part of the first section, Brunson explains the steps you can follow to ensure your followers align with your objectives.
“Man often becomes what he believes himself to be. If I keep on saying to myself that I cannot do a certain thing, it is possible that I may end by really becoming incapable of doing it. On the contrary, if I shall have the belief that I can do it, I shall surely acquire the capacity to do it, even if I may not have it at the beginning.”
If the words of Mahatma Gandhi are anything to go by, much of what we do and who we are is hinged in our belief systems. This also applies to becoming an expert in your field.
If you have honest and compelling beliefs, then it’s likely that your followers will find it easier to embrace the opportunities you offer. Make your beliefs theirs—and watch them turn into loyal followers. By believing in your products/services and purchasing them, your follower can easily become brand advocates.
An epiphany is described as a great realization or striking revelation. It’s one of those moments that a game-changing idea crosses your mind or you achieve a breakthrough. It’s when you understand a situation or a problem from a deeper or new perspective. In creating a loyal following and becoming an expert, you need to create an Epiphany Bridge. Russell shows you practical tips and tools to take advantage of the epiphany. This is possible by learning how to create a podcast, message, or even a video—depending on the most effective way of reaching your target audience.
A well-crafted and strategic story can easily impact the beliefs of an audience. In The Hero’s 2 Journeys, Brunson elaborates on how to ensure your followers relate to your brand—including how to make your message relevant and authentic. If your storytelling skills are good enough, you can theoretically win the hearts of your target audience.
Improving the level of communication with your followers.
Ways of breaking down the barriers that may be hindering your relationship with prospects.
Ways of welcoming new readers and offering them the correct, precise, clear, and relevant information.
This is all covered in several chapters—with the first two highlighted below:
The “Stack Slide” generally aims to help you attract more purchases. It looks at the offering or value you bring to the table—and what makes you different or better than your competitors. According to Brunson, grasping this chapter sets you up for greater marketability and competitiveness.
You’re probably aware that webinars are high effective mediums to generate leads and sell your offers to prospects. Unsurprisingly, Russell Brunson has time-and-again proven his prowess when it comes to making the most of webinars.
In this part of the Expert Secrets book, Brunson stresses the need of laying out a comprehensive plan to host a killer webinar and convert leads or make sales like an expert. Going through the “Perfect Webinar” shows you some of the small yet significant mistakes you’ve been making in your sales pitch—and the opportunities you’ve been squandering in the process.
The One thing
Breaking and rebuilding Patterns
Russell digs deep into the process effectively presenting a virtual summit, online course, mastermind programs, or coaching seminar. This section can help you improve your confidence and selling skills—regardless of your business niche or platform (the tips are not exclusive to just webinars).
The name Russell Brunson is nearly synonymous with funnels. He is arguably the most recognizable authority in the world of sales funnels—and why not? He is the co-founder of ClickFunnels (one of the largest companies in the industry) and he has helped thousands of users revolutionize their businesses through the advice he gives in his talks and books.
While the three sections above have equipped you in ways of creating your mass movement, identifying and attracting prospects, and creating a new opportunity–now it’s time to focus on what Brunson knows best, funnels.
The perfect Webinar Model
The Four Question Close
The Perfect Webinar Hack
Email Epiphany Funnels
Epiphany Product Launch Funnels
Throughout these chapters, Russell echoes one fundamental message: It possible to create a successful business and make money by going out of your way to help others. That is the core essence of an industry expert.
With all the information available in Expert Secrets at your fingertips, the final section is a call to action. Russell subtly challenges you to take action and Fill Your Funnel. The aim of the section is to jump-start your journey to becoming an expert. The author goes on to teach you how to drive traffic to your sales funnel.
(PS: This final section ties in closely with both the DotCom Secrets and Traffic Secrets books).
A presentation on the 5 steps you need to take and frameworks you need to create before establishing yourself as an expert.
Russell teaches you how to get your funnels working by either fixing underperforming funnels or building better ones.
These are copies of Brunson’s Keynote and PowerPoint webinar slides—which are based on a proven framework and you can customize them to meet your presentation’s needs.
Get tried and tested tips from Jaime Cross—who made over $1 million selling lotions and soaps. She takes you through the strategies she developed and implemented to succeed.
This is a challenge designed to kickstart your journey to becoming an expert—including the day-to-day roadmap to keep you going.
Similar to Expert Secrets, DotCom Secrets comes with 5 Free bonuses as highlighted below:
The Book is Well-Written and Easy to Follow: Expert Secrets is quite to comprehend yet informative. The book covers important marketing strategies and concepts in an engaging and simple manner
The book is FREE! For a book that offers actionable tips and secrets of the trade, bagging Expert Secrets for free is a steal. Similar resources typically set you back a couple of bucks.
Russel offers a Money-Back Guarantee: Interestingly, Russell offers to refund your shipping fees if the book does not deliver on its promise. If this does not prove Russell’s level of confidence in his work, I don’t know what will.
Expert Secret is Widely Applicable: The book is ideal for all types of businesses and stages of growth—whether new or established.
Comes with an Audiobook Version: For those of us who are always on the commute or enjoy audio works, the Expert Secrets Audiobook is a great addition. It is also convenient for users with vision problems.
The Information Available in the Book is Quite Useful: The information provided by Russell Brunson is genuinely useful. The co-founder of ClickFunnels goes out of his way to share his secrets to success with anyone who cares to listen. Considering he does this for Free only adds credibility to his tips.
The shipping period of up to 15 days is rather long.
The shipping costs of $9.95 in the U.S. or $19.95 in any other country are on the higher side—though we can’t really afford to complain when the book is free.
The strategies in the book are action-oriented. This means that you grind it out before seeing any real results. While I don’t mind investing my time and resources in a noble cause, not every user is for the idea.
The book is available on several online platforms such as Amazon and Barnes & Noble. However, the easiest and most cost-effective avenue to order the book is through the official website—where it’s free and comes with bonuses.
Not really. Although ClickFunnels and Expert Secrets are credited to the same person, they are different products. Expert Secrets, DotCom Secrets, and Traffic Secrets are not part of ClickFunnels—but they contain information to help make the most of the SaaS software.
This is actually a pretty common question among users. Although DotCom Secrets was released 2 years before Expert Secrets, Russell Brunson recommends you start off with the latter. In the official “Secrets Trilogy” website the specific order of reading the books is:
But why not read the books in order of their release dates? Well, I wish I could as George Lucas a similar question regarding the order of his Star Wars franchise.
The book Expert Secrets gives information on how to identify, establish connections, prove your worth by showing your expertise, and the several ways to market yourself to the followers you just lured. These are beginner steps that set you up for the next books.
In Dotcom Secrets, Russell focuses on the ways of building a strategic communication medium (messages and webinars), telling stories through them, and creating funnels afterward. These are processes that are more relevant/effective after implementing strategies in Expert Secrets.
All in all, do strategies and tips found on Expert Secrets or DotCom Secrets and Traffic Secrets offer valuable information to take your business to the next level? I believe they do! Sure, the books are not perfect and they are a few kinks that prevent the Expert Secrets book from being perfect. But if I were to weigh the pro and cons, the scale would easily tilt in favor of Expert Secrets.
Where your business has been in the market for several years or a few weeks, Expert Secrets is a valuable resource. The book by Russell Brunson offers information that can help you build a loyal community of lifelong customers who share your beliefs. Moreover, some of the real-life examples provided in the book are relatable and quite inspiring.
As long as you follow the advice contained in the book, do your research, take the initiative, and put in the work—you can become an expert in your industry. Takeaway? Grab your copy of Expert Secrets!
Please note that this Expert Secrets review contains affiliate links. I am an independent affiliate of Expert Secrets products and not an employee. The review and opinion highlighted in this article are my own and they are in no way official statements by eBusiness4us or Expert Secrets.