Expert Secrets: The Underground Playbook for Finding Your Message, Building a Tribe, and Changing the World

by Russell Brunson

  As you follow what I do online, you’ll see me using this script and story process in all sorts of situations, including video sales letters, teleseminars, product launch videos, Google Hangouts, Facebook Live videos, and even in my email sequences.

  On the following page is a cheat sheet you can use to structure your Perfect Webinars fast.

  PERFECT WEBINAR CHEAT SHEET

  Question #1: What’s the new opportunity I’m offering?

  Question #2: What is the one Big Domino for this offer?

  Question #3: What special offer can I create for those who purchase?

  Question #4: What is my Epiphany Bridge origin story?

  Question #5: What are three false beliefs they have about this new opportunity (the 3 Secrets), and what Epiphany Bridge stories will I tell to break those false belief patterns?

  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)

  SECRET #20

  EMAIL EPIPHANY FUNNELS

  One of my biggest breakthroughs happened when I realized that I could use this Perfect Webinar process in ALL areas of my marketing, including email. In DotComSecrets, I talked about a concept I learned from Andre Chaperon called Soap Opera Sequences (SOS), which are the emails you send to someone when they first join your list. He called them soap opera sequences because each email ends with a hook that draws you to the next episode, just like a soap opera does.

  For years, I had been using SOS emails with different story structures. (I even shared some in the DotComSecrets book.) But when I started seeing people use the Perfect Webinar in different situations like Facebook Live and video sales letters, I had a thought…I wonder if this would also work as an email sequence? In fact, I wonder if I could do ALL the selling by email, and not even push them into attending a presentation. It seemed so crazy, I figured it just might work. So I took the Perfect Webinar and broke down the four core stories and the stack, added each into an email, and tested it out. The results were…well, they were amazing! So much so that we are now going back and adding them into every funnel we have.

  There are a few different ways that we’ve successfully used this so far. The first was just writing out each story for the emails. The second way was making videos telling each of the stories, and then linking to the video inside of the emails. Honestly the way they receive the story matters less then following the actual story structure that you learned about earlier in this book.

  One of the keys to remember in soap opera sequence like this is that each email needs to pull people into the next story in the next email. Think about how good soap operas, reality shows and most shows on TV are able to pull you through the commercial breaks and week to week by getting you excited by what is about to happen, then cutting it off. We do the same thing in these emails, teasing about the next email that’s coming so they are anxiously waiting for it.

  SECRET #21

  EPIPHANY PRODUCT LAUNCH FUNNELS

  When ClickFunnels was getting close to its one-year anniversary, we wanted to create a new funnel in hopes that we could get some of the same affiliate partners who had promoted our Perfect Webinar in the past to promote again. We knew that many of them would not want to just promote the same webinar to their followers again, so we decided to switch from a webinar to a product launch funnel.

  Inside the DotComSecrets book, I also shared our product launch funnels, as well as the scripts we’ve had success with in the past inside of the product launch funnels. But I knew that the messaging and stories in our webinars worked really well, so why not just use them again here? And with that, we basically just recreated the Perfect Webinar and Epiphany Bridge stories inside of the product launch funnel structure.

  I recorded an intro video telling my origin story, then had them opt in for the rest of the videos in the sequence. Then video #1 became Secret #1, which told them about the new opportunity. Secret #2 focused on their internal beliefs, and Secret #3 their external beliefs. Then video #4 was just a video of me doing the stack.

  It worked amazingly well, and since then I’ve seen dozens of others create product launch funnel versions of their Perfect Webinars. One of the most powerful ways we’ve used—and that I’ve started to see others adopt as well—is after someone comes through your webinar funnel, to send emails to those who didn’t show up to the webinar, and have them go through the product launch sequence instead. That way, those who didn’t get a chance to consume your message can get it in a different format they may be more likely to watch.

  SECTION FIVE

  WHAT’S NEXT?

  Now that you have created your presentation and the funnels that people will go through to get your message, the next questions I get a lot are “How do I get people into those funnels? What is the fuel that will ignite my following so I can start a mass movement?”

  This section will show you how to fill your funnels and mention some other things you can do to jump-start your success as an expert.

  SECRET #22

  FILL YOUR FUNNEL

  The million-dollar question everyone asks after they learn about funnels is “How do you actually get people into those funnels?” I had the same question when I got started. In fact, I remember asking a friend who was having a lot of success online at the time, “How do you create traffic?”

  He smiled and said, “Russell, you don’t need to create traffic, it’s already there. People are already online. You just have to figure out how to get those people to leave where they are and come to you instead.”

  The wheels in my head started spinning. I started thinking about WHERE my dream customers were already congregating. I realized that, in most cases, the people I wanted to serve were already in the market looking for something. And if I could present them with MY new opportunity, I could get them to leave where they were and start following me.

  About that same time, I heard about a concept called the “Dream 100” from one of my friends and mentors, Chet Holmes. Early in Chet’s career, he worked for Charlie Munger, who you may know was Warren Buffet’s partner in Berkshire-Hathaway. Chet sold advertising for one of the company’s legal magazines. At the time, they were really struggling. Chet was working with a database of over 2,000 advertisers. He made calls and sent out materials every day. But they were still #16 out of 16 magazines in their industry. Dead last.

  Then Chet got smart. He did some research and discovered that out of those 2,000 advertisers, 167 of them were spending 90% of their advertising budgets with his competitors. So he defined those 167 as his best buyers—the ones spending all the money in the industry. Once he figured that out, he stopped marketing to everybody and instead focused his time and efforts on those 167. He sent out direct-mail pieces with lumpy objects in them every two weeks, then he followed up with a few phone calls. Twice a month he’d mail, twice a month he’d call.

  Now Chet was known for what he called “PHD”—Pig-Headed Determination. So he just kept going after those same people month after month. Because these were the biggest buyers, they were the hardest people to reach. But he didn’t give up. After four months of following this strategy, he got zero response. (Pretty discouraging, right?)

  Then in his fourth month, something changed. He landed his first big account—Xerox. It was the biggest advertising buy ever for the company. By the sixth month, he had landed 29 of the 167. And with those 29, Chet doubled the sales over the previous year. They went from #16 to #1 in the industry in just over a year. And he kept doubling sales for the next three years.

  Later on in his career, Chet wrote a screenplay and wanted to sell it to a big Hollywood studio. So he followed the same Dream 100 strategy. He researched and found 100 Hollywood producers, actors, directors, and other people who could make his film a reality. He focused on his Dream 100 list and relentles
sly pursued these guys. And yes, eventually he did sell his film to one of those big studios.

  So what does this have to do with you?

  Well, when I first heard Chet explain how the Dream 100 worked, I realized that there were probably 100 people who already had MY dream customers. They had the traffic. I didn’t need to create it, I just needed to figure out how to get those people to come and see my new opportunity instead.

  The first step in this Dream 100 process was going back to Secret #1. Remember when I created my new niche? We started with the three hot markets (health, wealth, and relationships).

  From there, I drilled down into a sub-niche inside of one of those markets. Then within that sub-niche, I created my new opportunity.

  I found that the key to the Dream 100 was to step back from my niche and go back up to the submarket level. Inside of that submarket are all the niches where my traffic is already congregating. All I needed to do was figure out WHO was controlling that traffic.

  I quickly realized that the people who controlled that traffic were typically one of four types: list owners, bloggers, podcasters, or social media influencers (including YouTube, Instagram, Twitter, Facebook, etc.) I started searching and found list owners with email lists of 20,000 to 200,000 or more of my dream customers! Bloggers and podcasters who had millions of readers and listeners and social media influencers who could drive tens of thousands of clicks to anything they wanted to talk about. I saw their power, so I started to build out my Dream 100 list of these people and companies. Initially, I tried to find 25 list owners in my submarket, 25 bloggers, 25 podcasters, and 25 social media influencers.

  After I filled out that list, I had the 100 people who already had the attention of those I wanted to serve. Then I put together a plan to infiltrate my Dream 100.

  The first goal was to start building relationships with my Dream 100. As Harvey Mackay said, you want to “dig your well before you’re thirsty”. The WORST time to contact your Dream 100 is the day you need them to promote something for you. The best time to start building relationships is NOW. So when you are ready to ask them to promote you, that relationship will already be there.

  Dig Your Well Strategy #1 I started by following them, sending friend requests, subscribing to their emails lists, blogs, and podcasts, and buying their products. I wanted to put them on my radar so I could see what they were doing and get to know who they were before I made my first contact.

  There is nothing worse than getting a meeting with an influencer and not knowing who they are, what they’re working on, or what’s important to them. I’ve met a lot of people through the years who somehow make it through my gatekeepers, but when they get on the phone, they’re so focused on selling me something that we never get past the first few minutes. If you want to build a relationship with your Dream 100, you need to be prepared.

  Dig Your Well Strategy #2 After I know who they are and understand what’s important to them, I want to give them a platform that helps to promote them, but at the same time gives me the ability to build a relationship with them. My favorite way to do that is to interview them for my podcast or my blog. I can usually get 30–60 minutes to ask them questions and build a relationship during that interview.

  When I promote that interview, it helps them as well. Most of my best partners started with me interviewing them and then taking that relationship from the interview into Strategy #3.

  Dig Your Well Strategy #3 Now that I have a basic relationship with them, one of the main things I like to ask (and I learned this from Sean Stephenson) is what project they’re working on that is most important to them at the moment. After they tell me, I figure out what extra value I can offer to help them reach their goal. And that’s it. It’s simple, but it’s how great business relationships are built. I’m digging my well BEFORE I’m thirsty.

  When should you start “digging your well”? Well, there is an old Chinese proverb that says, “The best time to plant a tree was 20 years ago. The second best time is now.” You need to start this strategy NOW, no matter where you are in your business today.

  After you’ve spent time digging your well, start looking for ways to leverage these relationships to gain access to their followers. If you have created a truly new opportunity that will serve their audience, then there are lots of ways you can work together. If you’ve “picked” a niche, then you’ll likely be in direct competition with many of your Dream 100. But if you’ve created your niche—your new opportunity—then you should be complementary to most of them. This makes the promotion process a lot easier.

  Promotion Strategy #1 The easiest and best way to work with your Dream 100 is to get them to promote you and your new opportunity to their following. That’s my #1 goal. I focus hard on the relationship. And when the time is right, I ask them to promote my webinar. I reach out to my Dream 100 by sending them a physical newsletter and package in the mail every month with information about the special promotions we are running and how they can be part of them. Even though my Dream 100 has grown to nearly 600 people, I still send a package and give them a call every month.

  Not everyone on my Dream 100 will promote my products. In fact, many of them I can never even get on the phone. But I consistently market to them, because one YES can put me in front of their audience of hundreds of thousands of people or more! I’ve had times when one person on my Dream 100 has said yes, and within three months that relationship netted over a million dollars. It’s worth consistently building relationships with those people. I would say that about 30% of the traffic into my funnels comes from this strategy.

  Promotion Strategy #2 While my main goal is to get my Dream 100 to promote my product, oftentimes they can’t or won’t, and that’s okay. Over the past few years, most of the social networks have opened up their advertising platforms so I can promote to the fans and followers of specific people or companies. For example, I can go to Facebook and show ads to all the Tony Robbins fans (one of my Dream 100). You could go to Twitter and target Ashton Kutcher’s followers (if he’s in your Dream 100).

  So I create specific ads to target the followers of each person on my Dream 100 list. Each network is different and they change frequently, so you’ll need to stay on top of the networks you want to use. But if you go to www.FillYourFunnel.com, you can see the most up-to-date training for each network. About 40% of my traffic comes from this strategy.

  Promotion Strategy #3 So where does the last 30% come from? About 10% comes from marketing, search engine optimization, and other things we’re doing each day, but the last 20% comes from something I learned called “integration marketing” from my first mentor, Mark Joyner. He wrote an awesome book by the same name that shows you how to integrate into the sales flow of your Dream 100.

  If you look at the sales path that customers of people on your Dream 100 are going through, you can find places where it would make sense for your products or services to be offered. The idea is to integrate your offers into their natural sales funnel. Can you put one of your products on one of their thank-you pages? Can you put your ad in a PS on their emails? Could you co-create a product that you both promote and both get customers from? How can you integrate into your Dream 100 sales funnels? This way, it’s not just one and done, instead you will get a continuous stream of customers. There are thousands of creative ways to integrate with your Dream 100.

  There are so many ways to drive traffic and fill your funnels. But ALL my strategies are built on the foundation of the Dream 100. When you understand the strategy behind how and why this works, you can quickly and easily start getting customers into your funnel. Again, the tactics will change. But if you master the Dream 100 strategy, you will always be able to fill your funnels with new people.

  CONCLUSION: YOUR INVITATION

  Phew!

  I’m sure that right now you’re probably feeling like you have been drinking from a fire hose, and I totally understand that. The concepts I’ve laid out here took me over 10 years to d
iscover from dozens of different mentors and a whole lot of trial and error. I wish I’d had something like this when I got started. I hope that instead of feeling overwhelmed, you’ll realize that this is actually a huge shortcut.

  I only shared in these pages those things that have been proven to work in my own and our other members’ businesses. You can have faith, knowing that you’re not implementing stuff that has been proven in hundreds of different markets.

  The diagrams that I included in each chapter should also help you quickly recall the core messages so you’ll be able to reflect on them over and over again and refer to them quickly as you build your cult-ure, create your products, tell your stories, and build your funnels.

  If you’re wondering where you should start, this is what I’d recommend.

  1. Become VERY clear about who you want to serve and what new opportunity you will create.

  2. Get results for your beta group. Your results will become the foundation your expert business will grow from.

  3. Become a master storyteller. This is the most important skill you can learn.

  4. Change the world. Your message has the ability to change people’s lives, so use it.

  I hope that reading this book has been a great investment of your time. I spent over 18 months writing it and rewriting it because I wanted it to be perfect for you. But no matter how good you make a book, it can never be as good as having me or my team work with you personally on your funnel, stories, and presentation. If you’d like to work more closely with us to develop your expert business, I invite you to attend one of our Funnel Hack-a-Thon events.