Reminders and exercises from 'Expert Secrets' by Russell

Brunson

Introduction

This book is about finding an online niche with practical tips and templates to take away. Russel
Brunson has created the guide to selling information products online where you will learn how to
identify a niche to market an information product as well, tactics, strategies, and ideas
to help convert people into your followers and how to frame your offer as a new one
opportunity to increase sales.

Reminder:

Be VERY clear about whom you want to serve and what new opportunity you will create.
2. Obtain results for your beta group. Your results will become the basis on which
Your expert business will grow.
3. Become a master storyteller. This is the most important skill that
you can learn.
4. Change the world. Your message has the power to change people's lives, so
use it.

1. How to choose your niche

Reminder:

Thanks to the Internet, money is NOT in the submarket. Wealth is in the niches.
You must take into account questions when deciding on the niche to influence, such as:

Communities: Are there online forums, message boards, and social groups dedicated to this topic?

Vocabulary: Does marketing have its own special language?

Other experts: Does this market have its own celebrities and gurus?

Examples:

Nutrition for health diets rich in fats or healthy weight loss for
university students
Wealth real estate investing houses on eBay or Facebook business traffic
Wealth line for e-commerce products.
 Parenting relationships with adolescents or Relationships that date back to how
recovering after a breakup.

Create your story

Reminder:

Delve into discovering their backstory, character flaws, identity, arguments and
more.
The key is to understand that people will follow him because he has completed the journey in which he
They find now and want the result that has already been achieved. They want to be like you.
People are intrinsically skeptical about taking the leap forward. When you can create in
format of a story that had similar suspicions and describe how they were overcome, will connect to the
people with you.

3. Use polarity: it is a strategy

Reminder:

When your messages cause polarity, it attracts attention and people will pay for it. Neutrality is
boring, and rarely is money made or changes created when you remain neutral. Being polar is
what will attract fanatic enthusiasts and people who will follow you and pay for your
advice.
If you haven't offended someone at noon every day, then you are not promoting it.
sufficient.

4. Key to persuasion

Reminder:

REMEMBER: People will do anything for those who nurture their dreams, justify their
failures ease their fears, confirm their suspicions, and help them throw stones at their
enemies.
Foster their dreams. As a leader, it is vital that you first understand the dreams of your audience and
then encourage them within the new opportunity that is being created for them.
Justify their failures. Most people who become followers and then
fanatics may have tried to make a change before. You won't be the first person they have
treaty of learning. For some reason, they failed to satisfy their needs in encounters
previous ones. It is important to remove the blame for past failures and place it again
in the old opportunities they tried in the past. This way, they will be more open
to try their new opportunity.

Are you offering an upgrade? Or a new opportunity?

Reminder:
 Winners present a new opportunity where losers tend to offer
improvements.
Our objective is not to fix what does not work. Our objective is to REPLACE what does not.
works with something better.
A new opportunity, on the other hand, plays with people's desires for change that
they desire in their lives. We want to JUSTIFY their past failures. A new opportunity makes
that.
When you create a new opportunity, you are giving them a new dream to move forward.
When we look for any opportunity, we have to decide if it will make us appear more
smart, happier, more elegant, richer, more powerful or more attractive. All these
things will increase the state. If a potential customer can say: 'Yes, this will increase my
state. They will move towards it.

6. Creating a movement

Reminder:

What does your people really want? Where do they want to go? How can you capture that in a simple
call that could be put on a campaign sign?
The objective is to make your niche identify with your movement.
Your culture needs a Title of Freedom. Something they can see when they feel doubtful: a
meeting call. Something that will help you know who you are, will remind you who you
They will refocus them on where they are going together.

Example:

Example of Russels:

You are just a funnel away ... That's all! Because having a funnel means something.
different for everyone, by not quantifying it, I left it open for interpretation.

Ignite: energy for those who see things differently.

People say: "Yes, that's me. I see things differently. I am a rebel, an entrepreneur, a
coder ... someone who is trying to change the world.

7. Inspirational script by Russels

Reminder:

1. Identify the charismatic leader. Who are you? My name is Russell Brunson.
Identify the movement. I am part of a group of clandestine businessmen from whom
you probably have never heard of.
[Link] vs. THEM. Take a stand. We do not trust in the effect of the capitalists.
risk to get started, and we don't even have goals to make public either. In fact,
 our motivation is exactly the opposite. We have products and services and things that
WE KNOW they can change people's lives.
4. Why are you different? Because we are fighting against the big brands, people
With literally unlimited budgets, we have to do things differently.
We need to do things more intelligently. We don't have safety nets.
finance. Every test we take is with our own money. We have to be profitable
since the first day. So how do we do that? How is that possible?
5. Who or what do they collectively fight against? If you ask MBAs or look in the books
from university text, they will tell you that what we are doing is impossible. However, it is
happening. Every day. It is happening through the art and science we call Funnel
Hacking.

[Link] are you! We are Funnel Hackers, and these are our stories!

Your job as an expert

Reminder:

His job as an expert is to load the elevated state side of the scale and reduce the risk.
It can be done by creating an amazing product and minimizing risk with things like
money-back guarantees, risk reversals, and options made by you.
The key to making a sale is 100% linked to this concept of status.
Is this thing I am considering going to increase or decrease my status?

9. How to obtain the first client script

Recommendation:

Then I asked him, "Would you mind if I came back and worked a day for free to see if I could..."
help?
Of course. But why would you do that for free?
If I can have a great impact on your business, then I will probably charge a lot for it.
future. But for now, I just want to see if I can help you.

10. Market study for modules

Reminder:

Redirect traffic to the Ask campaign page until it has approximately 100
answers. From those 100, you will find 8 to 10 central questions that people ask over and over again.
time.
These questions will become the titles of the modules in your lecture.
 [Link] todas las preguntas y vuelva a escribirlas como viñetas para usar en cartas de ventas,
ads, emails, webinars, and many other places.

11. The great domino

Reminder:

My only goal is to slow down and look around. Instead of looking for all the tasks
what could I do, I'm trying to identify the only Great Domino, the Thing that, if I could knock it down
all the other dominos would fall or be irrelevant.
The first step to creating beliefs is to discover ONE THING that you must make someone believe.
that will knock down all of his other objections, making them irrelevant or completely disappear.
If you can make people believe that (your new opportunity) is / are key to (what matters most
they desire) and that it is / can only be achieved through (its specific vehicle), then all the
Other objections and concerns become irrelevant and they have to give you their money.
Remember: Logic is the justification of the emotional bond you already made.

12. How to explain anything

Reminder:

Every time he speaks (or writes) and reaches a point of friction where some people may
not understand what he is trying to convey, just say 'it's like ...' and relate it
with something easy to understand.
This keeps their stories simple, entertaining, and effective. Over-simplification is the
key.
We see the death and rebirth of her identity. We see the new beliefs she has created.
We see its essence. That is the key to a great story.

13. The elements of a good story

Reminder:

Every good story is based on three fundamental elements (character, desire, and conflict)

Example:

Russell Brunson
Desire: to support your new family.
Conflict: Google's advertising costs tripled and its business ran dry during the
night.

14. How to compel people to establish a good relationship with the hero

Reminder
 Make the character a victim of some external force, which is why we want to support them.
Put the character in danger, which is why we care about them.
Make the character likable, so that we want to be with them.
Make the character fun, so we connect with them.
Make the character powerful, because we want to be like them.
However, sharing flaws is essential to build a good relationship.

15. Generate emotions by telling a story

Reminder:

To win The hero may be trying to win the heart of someone they love, or they may
wanting to gain fame, money, a competition, or prestige. But as you already know, they really are
looking for a promotion in the state.
To recover, the hero wants to obtain something and bring it back.
To escape, the hero wishes to distance themselves from something that bothers or causes them pain.
To stop, the hero wants to prevent something bad from happening.

16. Stages of history

Reminder:

1. The backstory: What is your backstory that gives us a personal interest in your journey?
[Link] deseos: ¿Qué es lo que quieres lograr? a. Externo: ¿Cuál es la lucha externa que estás
facing? yes. Internal: What is the internal struggle you are dealing with?
3. The wall: What was the wall or the problem that hit you at your current opportunity that initiated you in
this new journey?
4. The Epiphany: What was the epiphany you experienced and the new opportunity you discovered?
5. The plan: What was the plan you created to achieve your desire?
What conflict did you experience on the way?
7. The achievement: What was your final result?
8. The transformation: What was the transformation you experienced?

The internal struggle is not that they want to make money, it's that they want their children and their spouse to
Amen. They want love, security, status.
Despite failing in their external goals, both won their internal struggles, the journey of
transformation.
Michael Hauge said that 'The internal journey has to do with the death of our identity and the
rebirth of our essence
Epiphany: it could be a person who helps them understand something. It could be an idea that
they had while reading, or it could be a breakthrough they discovered while trying to overcome the
conflict. Describe for them the moment when you made the change, including how you felt about it.
inside.
 That story, the one that made you believe in your domino declaration, is what I call the 'story of
"origin". If you cannot think of false beliefs that your potential clients may have.
potentials, think of the false beliefs you had before your great epiphany.

Stories are the key to people's beliefs

Reminder:

Russel ... Isn't it exciting? When I started to understand this concept, I realized that
Stories are the key to believing. If I can identify people's false beliefs and
to tell stories that show them the truth, I don't need to 'sell' them anything. Stories lead to
people to the correct belief and sell themselves.

18. False beliefs that are a barrier to action

Exercises:

So, all the false beliefs you found related to 'the vehicle', put them in the
first column.
2. The false beliefs about their own 'inner beliefs' go in the second column, and
external beliefs in the third.
3. Now decide which of those false beliefs is the MAIN belief that retains them in each
column and place it at the top. Three central false beliefs that support that.
domino.

19. Develop frameworks and tools

Reminder:

People want tangible assets that facilitate the implementation of basic training.
The scripts, the templates, the cheat sheets, the checklists, the schedules and the
Schedules are valuable tools that you can create.
Russell discovered that one of his greatest fears was writing the copy for the pages of the
funnel. So, for this element, he gave people his writing course, as well as
all their templates and sliding files, so they can easily complete that part of the
process.
Provide solutions to fears.
The goal is always to help them see that this new opportunity will give them their greatest desires.
will increase their status and help them achieve their goals.
Remember: they must believe that their specific vehicle is the ONLY way to obtain what they most
they desire.

Exercises:
 When I was discovering this for the first time, I encountered a great obstacle. No
I knew how __________. So I had to create __________ for myself.

20. Needs people from the High Agency

Reminder:

If you are blaming other people or external circumstances for your failures, you really do not
wants as a customer. Desires people who take responsibility for their own actions.

If you can answer these questions, you're 90% of the way there.

Reminder:

1. Question # 1: What is the new opportunity I am offering?

Question # 2: What is the Big Domino for this offer?
3. Question # 3: What special offer can I create for those who buy?
4. Question # 4: What is my origin story of Epiphany Bridge?
Question #5: What are the three false beliefs that they have about this new opportunity?
3 Secrets), and what stories of Epiphany Bridge will I tell to break those belief patterns
false?

A. False belief (Vehicle)

B. Epiphany Bridge Story (Vehicle)
C. False Belief (Internal)
D. Epiphany Bridge Story (Internal)
E. False Belief (External)
F. Epiphany Bridge Story (External)

22. Hacking traffic: the click funnel method

Reminder:

Russell, you don't need to create traffic, it's already there. People are already online. You just have to
discover how to make those people leave where they are and come to their place.

Russell: 'I realized that there were probably 100 people who already had the clients of
My dream. They had the traffic. I didn't need to create it, I just needed to discover how to make it.
those people came and saw my new opportunity.
I discovered that the key to the Dream 100 was to step away from my niche and return to the submarket level.
3. Initially, I tried to find 25 list owners in my submarket, 25 bloggers, 25
podcasters and 25 influential people on social media.
4. I had the 100 people who already had the attention of those I wanted to serve. Then
I developed a plan to infiltrate my Dream 100.
23. Discover the first towns projects

Reminder:

Russell: "The project they are working on is the most important thing for them right now."
moment. After they tell me, I discover what additional value I can offer to
help them achieve their goal. And that is it. It's simple, but it's how excellence is built.
business relationships. I am digging my well BEFORE I get thirsty.