Expert Secrets - Russell Brunson - Book Review - Charelle Reads

Do you dream of being seen as an expert in your industry? Do you want to build a business where people pay you for your advice? If so, then Expert Secrets: The Underground Playbook for Creating a Mass Movement of People Who Will Pay You For Your Advice by Russell Brunson might be the book for you.

Please note: Some of the links on this page are affiliate links, which means that if you choose to make a purchase, I may earn a commission. This commission comes at no additional cost to you.

In case you don’t know, Russell Brunson is an online marketer and Founder of ClickFunnels, which is a Saas (Software as a service) product that allows anyone with minimal tech skills to quickly build online sale funnels.

I first came across Russell through his podcast Marketing in my Car (now Marketing Secrets), but it took a while before I finally decided to read his first book DotCom Secrets. You can check out my review of DotCom Secrets here. I thoroughly enjoyed DotCom Secrets so decided to give his second book, Expert Secrets a read too.

The book is essentially split into five areas and I will give you brief overview of what is in each section.

Section 1: Creating Your Mass Movement

As the subtitle of the book suggests Russell wants to help you create a mass movement around yourself. In order for this to happen, you need to become seen as a Charismatic Leader. Then you need to define your Cause. This is essentially you creating a picture of the future that you want for your followers. Then you need to decide what the New Opportunity is. This is the vehicle of change that you are offering to people. Russell is super passionate about the new opportunity and goes into great detail about how you should choose and present the new opportunity. Then Russell shows you position your product or service as the opportunity switch, which will enable your followers to achieve the new opportunity.

This section lays down the foundation for you mass movement, but next, you have to go into the world and get people believing in you.

Section 2: Creating Belief

This section of the book looks a lot into storytelling. Two major focuses for this section are The Hero’s Two Journeys and the Epiphany Bridge. In true Russell Brunson style, Russell breaks it down, gives explains and it showing you step-by-step how you can tell these stories for yourself.

Section 3: Your Moral Obligation

This section is where you dive into sales. In this section, you are introduced to the Perfect Webinar, which is something you hear FunnelHackers (People who use ClickFunnels) talk about over and over again. There are a number of components to the perfect webinar, but the great thing is some of the concepts discussed earlier in the book become elements of the perfect webinar.

Russell doesn’t hold back and he goes through slide by slide exactly what you should be covering. It is incredibly detailed and if you are ever planning on running a webinar the book is worth buying just for that section.

Section 4: The Funnels

Russell isn’t sales funnel fanatic for no reason, so apparently showing you step-by-step how to make The Perfect Webinar isn’t enough and in Section 4 he shows you four other funnels you can use in your business. These aren’t in as much detail as the perfect webinar, but it is enough for you to get the concept and give it a go for yourself

Section 5: Fill Your Funnel

By now you should have an amazing funnel set up, but it can only work its magic if there are people in it. In this section, Russell discusses the Dream 100, which is a concept he likes to talk about a lot on his podcast. You essentially create a list of 100 people who have access to traffic that would be perfect for you. Then he shows to start building relationships with those individuals and using that list to make your life easier.

FINAL THOUGHTS

Overall, I really enjoyed Expert Secrets. As in DotCom Secrets, Russell provides a lot of value, goes into great detail about concepts and really does break it down. What I particularly like is how he breaks down the storytelling side of things, as well as the more technical side of what you should have to have slide after slide after slide.

There is no doubt that Russell Brunson is a massive marketing geek and these are the exact ideas he has used for himself and then shared with others to help them build their businesses.

Yes, I know the sceptics out there will be saying that by writing a book about being an expert it is helping him to be seen as an expert. And yes, he talks a lot about funnels because he can make the money off you signing up to join ClickFunnels. Both of those things could be true, but that doesn’t deter from the fact that Russell gives so much away in this book, that even if you don’t use ClickFunnels you will have learnt how to present you and your products/services in a better way that will definitely help you sell more.