Bookshelf

Contents

  1. The Five Phases to Become an Expert
  2. Finding Your Voice
  3. Building Your Own Framework
  4. The Framework for Teaching Frameworks
  5. The One Sentence Persuasion Course
  6. From Core Desire to Category King

and 22 more

Expert Secrets, the cover

Book 15 of 46

Expert Secrets

By Russell Brunson

421 pages, 15 chapters

Frameworks: 28

The frameworks here are Russell Brunson's, from Expert Secrets. Claude read the book in Tom's Brain and linked it to his lessons.

How Tom uses this

Expert Secrets backs five of Tom's lessons and argues with one. Under each of his lessons, what the book says about it, and on which pages.

Where it disagrees with Tom

What it argues

Brunson argues that you win by turning your expertise into a movement with three parts: a guide, a new opportunity and a future-based cause. A new opportunity is a new vehicle for a result people already want, because improvement offers fail on status, ambition and price. Belief is the real product, so you find the one Big Domino belief and break the three false beliefs behind it with Epiphany Bridge stories, teaching the strategy and holding back the tactics. The Stack presents the offer so the perceived value sits around ten times the price, and urgency and scarcity make people act. You then run the same presentation live every week until it converts, and only then automate it and plug it into every funnel.

Worth keeping

  • Your results are your certification, and you only need to be one chapter ahead of the people you help (p. 52).
  • Publish daily for at least a year and document the journey instead of creating (p. 54, p. 56).
  • Sell a new opportunity and avoid improvement offers, because status drives every decision (p. 100, p. 103).
  • Fish for the Frustrated inside the red ocean and leave the Diehard and the Satisfied alone (p. 91 to p. 93).
  • One Big Domino: asking people to believe more than one thing roughly halves conversion (p. 255).
  • Break three false beliefs with stories: the vehicle, internal ability and external forces (p. 274).
  • Teach the strategy and leave the tactics out of a sales presentation (p. 278).
  • Build the Stack one element at a time and aim for ten times the price in value (p. 146, p. 299).
  • Run the webinar live weekly for a year before automating, and mine the questions after each run (p. 355, p. 359).
  • Give customers an identity, a tribe name, a manifesto and a milestone award (p. 164, p. 174).

Which project it moves forward

The Content Operators launch

The offer, Stack Slide, Big Domino and Perfect Webinar work give a ready method for writing the launch offer and the first cohort sales presentation.

The questions it answers

  • What makes a format repeatable, as opposed to a hit that happened once?

    Brunson shows a repeatable format as a fixed framework you deliver the same way every week for a year, measuring conversion each run until the numbers are predictable.

  • How do you build a personal brand that generates inbound rather than requiring outbound?

    He says daily publishing, a documented journey and stories drew podcast listeners who binged episodes and applied to work with him, with no promotion.

  • Which of my stories travel, and which only feel like they should?

    He tests stories live and reads audience questions, as when exporting webinar questions lifted sales from $30K to $120K on the next run.

  • How do you price and sell a tool you built for yourself?

    He says to turn frameworks into tools such as software and by-products, then stack them so the value reads at ten times the price.

The frameworks

28 frameworks, one animation each

Every framework, step by step

The Five Phases to Become an Expert

Takes you from a spark of interest to leading others, so you can find your voice and build a tribe.

  1. Dreamer. Follow a spark of interest, engage deeply and gain mastery until it becomes passion.
  2. Reporter. Interview people a few chapters ahead through live events, your own show or a summit funnel.
  3. Framework creator. Turn what you learn into your own named framework and test it on yourself.
  4. Servant. Work for free with a beta group to prove the framework works for other people.
  5. Expert or guide. Lead people with your results as your certification, staying one chapter ahead of them.

From chapter: SECTION ONE: Creating Your Movement, pp. 24–179

Finding Your Voice

Six steps for becoming the leader your tribe needs.

  1. Publish daily for at least a year. Pick one platform that suits you and publish every day so your voice and your audience have time to arrive.
  2. Document the journey. Share what you are learning in real time instead of inventing content.
  3. Test your material. Watch which messages get shared and commented on, and refine like a comedian reworking jokes.
  4. Learn to be prolific. Sit in the Prolific Zone between mainstream advice and the crazy zone, where ideas are new enough to polarise.
  5. Master persuasion. Encourage dreams, justify failures, allay fears, confirm suspicions and help people throw rocks at their enemies.
  6. Care a lot. Charge properly, protect your time and show the audience you want them to succeed.

From chapter: SECTION ONE: Creating Your Movement, pp. 24–179

Building Your Own Framework

How to turn what you have learned into a proprietary method.

  1. Create your framework hypothesis. List everything you would teach your younger self, then order it like a table of contents.
  2. Test it on yourself. Be the human guinea pig and find the holes before anyone else does.
  3. Give it a proprietary name. Name it and describe it as: my X-step framework for achieving Y.

From chapter: SECTION ONE: Creating Your Movement, pp. 24–179

The Framework for Teaching Frameworks

Makes sure people listen to and remember a framework.

  1. Introduce the framework. State its name and the one-line description of its steps and result.
  2. Share how you learned or earned it. Tell the story of the pain and testing behind it, and credit the giants you learned from.
  3. Share the strategy. Give the outline of what to do, like a table of contents.
  4. Teach the tactics. Walk through how to do each step as if starting from zero.
  5. Show how it works for others. Gather case studies and testimonials to prove it transfers.

From chapter: SECTION ONE: Creating Your Movement, pp. 24–179

The One Sentence Persuasion Course

Blair Warren's single sentence on why people follow a leader.

  1. Encourage their dreams. Understand what they want and back it inside your new opportunity.
  2. Justify their failures. Move the blame for past attempts onto the old opportunities.
  3. Allay their fears. Work with evidence, support and stories until the fear subsides.
  4. Confirm their suspicions. Tell the story of the same suspicion you had and how you got past it.
  5. Throw rocks at their enemies. Name a common enemy so the community has an us and a them.

From chapter: SECTION ONE: Creating Your Movement, pp. 24–179

From Core Desire to Category King

Finds a market position with no direct competitor.

  1. Pick one core desire. Choose health, wealth or relationships and market to only one in each message.
  2. Choose a submarket. Check the audience would be excited, is irrationally passionate, and is willing and able to pay.
  3. List the niches. Map every niche inside the submarket.
  4. Create your own category. Build something new instead of joining someone else's niche, so you can become the category king.

From chapter: SECTION ONE: Creating Your Movement, pp. 24–179

Diehard, Satisfied, Frustrated

Steve J Larsen's three groups in any red ocean, and which one to fish for.

  1. The Diehard. Loves the current product and will argue features, so do not sell to them.
  2. The Satisfied. Will switch only for a clear price or value gain, so they shop on price.
  3. The Frustrated. Hates their current product and is looking for a better one, so target them.

From chapter: SECTION ONE: Creating Your Movement, pp. 24–179

Creating a New Opportunity

Replaces an improvement offer with a new vehicle for the same result.

  1. Find the result they want. Ask what has to have happened in three years for them to be happy.
  2. List the vehicles they use now. Write down every approach they have tried without success.
  3. Run the opportunity switch. Take them out of the old vehicle and into a new one rather than offering a better version.
  4. Build the opportunity stack. Keep one switch and package it in many ways: software, challenge, event, membership, coaching.

From chapter: SECTION ONE: Creating Your Movement, pp. 24–179

Packaging a Framework

Raises what you can charge without changing the framework.

  1. Change the experience. Move the same content from written to audio to video to live.
  2. Change the fulfilment. Offer it as do it yourself, do it with you or do it for you.
  3. Pick a format and price band. Choose from content, lead magnet, book, membership, course, seminar, mastermind or one to one.
  4. Add tools. Turn parts of the framework into software, supplements, physical products or by-products like scripts and contracts.

From chapter: SECTION ONE: Creating Your Movement, pp. 24–179

The Stack Slide

Builds an offer whose perceived value is about ten times its price.

  1. Start with the core product. Put the core product first and the core framework second.
  2. Add one or two information products. Keep information light so the offer does not look like work.
  3. Add tools. Brainstorm software, supplements, physical products and by-products.
  4. Aim each item at a false belief. Cover the vehicle, internal and external beliefs with something tangible.
  5. Value it at ten times the price. If the total is short of ten times, add something more valuable.

From chapter: SECTION ONE: Creating Your Movement, pp. 24–179

The Future-Based Cause

Four moves that turn customers into a movement.

  1. Launch your platform. Write a short campaign slogan about the future they want, such as You're just one funnel away.
  2. Give an identity shift. Name the tribe, write an I am statement and create a manifesto.
  3. Create milestone awards. Set a four-minute-mile target such as the Two Comma Club to pull people forward.
  4. Unite with a social mission. Add a journey of transformation through giving, such as Liberate and Educate.

From chapter: SECTION ONE: Creating Your Movement, pp. 24–179

Hook, Story, Offer

Brunson's diagnostic for anything that is not converting.

  1. Hook. Grab the dream customer's attention.
  2. Story. Build the perceived value of what you sell.
  3. Offer. Present what you are selling so its perceived value exceeds the price.

From chapter: SECTION TWO: Creating Belief, pp. 180–239

The Epiphany Bridge

Leads people to their own buying decision through the emotional moment that sold you.

  1. Remember your epiphany. Recall the aha moment a guide gave you before you geeked out on the logic.
  2. Oversimplify. Speak at about a third-grade level.
  3. Use a kinda like bridge. Link any hard concept to something the audience already knows.
  4. Make them feel. Describe the room and your feelings so they reach the same state and the same epiphany.

From chapter: SECTION TWO: Creating Belief, pp. 180–239

The Hero's Two Journeys

A simplified story plot of character, desire and conflict, with an outer and an inner journey.

  1. Separation from the ordinary world. Build rapport with the hero and introduce one of four desires: win, retrieve, escape or stop.
  2. The journey, the conflict and the villain. Give the hero a villain, which can be a false belief system.
  3. The mentor, expert or guide. Introduce the guide who supplies the epiphany and the framework.
  4. The achievement. Show the result and the second journey, who the hero became.

From chapter: SECTION TWO: Creating Belief, pp. 180–239

The Epiphany Bridge Script

Five phases and 14 questions that tell a story in 2 minutes or 2 hours.

  1. Backstory. Backstory, external and internal desire, and the old vehicles that failed.
  2. The journey. The call, the villain and what happens if you fail.
  3. New opportunity. The guide, the epiphany and the new opportunity.
  4. The framework. The strategy, your results and others' results.
  5. Achievement and transformation. What you achieved and how you changed.

From chapter: SECTION TWO: Creating Belief, pp. 180–239

Rewriting Their Story

Finds and replaces the false story that stops someone buying.

  1. Chains of false belief. Name the false belief that blocks your opportunity.
  2. Experience. Identify the experience that made them believe it.
  3. Story. Write the story they now tell themselves.
  4. New Epiphany Bridge. Share your own story that broke the same belief.

From chapter: SECTION TWO: Creating Belief, pp. 180–239

The Four Core Stories

The four stories used to break false beliefs in a presentation.

  1. Origin story. How you discovered the new opportunity.
  2. Vehicle framework story. How you learned or earned the framework.
  3. Internal beliefs story. Why they can do it.
  4. External beliefs story. Why outside forces will not stop them.

From chapter: SECTION TWO: Creating Belief, pp. 180–239

Building a Story Inventory

Stocks stories you can deploy on demand.

  1. List false beliefs. Write dozens in each of the vehicle, internal and external categories.
  2. Write the experiences. Note what happened to give them each belief.
  3. Write the stories. Record the story each experience created.
  4. Pair with new Epiphany Bridges. Match a story of your own, or someone else's, to each one.

From chapter: SECTION TWO: Creating Belief, pp. 180–239

The Perfect Webinar

A one-to-many sales presentation built on a single belief.

  1. The Big Domino. The first 15 minutes cover the intro and origin story to knock down the one belief.
  2. The Three Secrets. The next 45 minutes break vehicle, internal and external false beliefs with story, strategy and case studies.
  3. The Stack and Closes. The last 30 minutes present the offer as a stack and close.

From chapter: SECTION THREE: “10X Secrets”: One-to-Many Selling, pp. 240–347

The Big Domino

Picks the single belief that makes every other objection irrelevant.

  1. Write the Big Domino statement. If I can make them believe that X is the key to Y and attainable only through Z, objections become irrelevant.
  2. Write a who and what statement. I am going to teach this submarket how to get this result through this niche.
  3. Write the opportunity switch headline. How to get the result you want without the thing you fear most.
  4. Build rapport. Use the one sentence persuasion points at the start.
  5. Set the ruler. Tell them your goal for the session so they judge it fairly.
  6. Qualify yourself and tell your origin story. Give one or two highlights, then go straight into the Epiphany Bridge origin story.

From chapter: SECTION THREE: “10X Secrets”: One-to-Many Selling, pp. 240–347

The Three Secrets

Turns the three core false beliefs into the content section.

  1. Identify the three core false beliefs. Choose the key belief about the vehicle, their ability and outside forces.
  2. Write three Epiphany Bridge stories. One story to break each belief.
  3. Write three secrets. Phrase each as a curiosity-driven how to statement.

From chapter: SECTION THREE: “10X Secrets”: One-to-Many Selling, pp. 240–347

Teaching Each Secret

The repeating sequence inside each of the three secrets.

  1. State the secret. Say the how to title.
  2. Introduce the framework's name. Remind them what it is called.
  3. Share the learned or earned story. Tell how you developed it.
  4. Teach the strategy. Show the what and skip the how.
  5. Show case studies. Prove it for other people.
  6. Share supporting Epiphany Bridge stories. Break related beliefs in 30 to 60 seconds each.

From chapter: SECTION THREE: “10X Secrets”: One-to-Many Selling, pp. 240–347

The Stack and Closes

Presents the offer one element at a time so the price is tied to the whole stack.

  1. Transition and ask permission. Recap the secrets, then say Let me ask you a question and request ten minutes.
  2. Stack the offer. Show the core product, then each element with its story and a rising total.
  3. Break related beliefs. Cover false beliefs about the product itself.
  4. Show the Big Stack Slide and If all statements. Total the value at ten times the price and get three yeses.
  5. Reveal and justify the price. Use two choices, what the result is worth, then the price drop and reveal.
  6. Reverse risk and add urgency. Give a 30-day guarantee and a limited bonus with a countdown.
  7. Close and take questions. Leave the closing slide up with a call to action after every answer.

From chapter: SECTION THREE: “10X Secrets”: One-to-Many Selling, pp. 240–347

Trial Closes and 16 Mini Closes

Gets the audience saying yes throughout and handles hesitation in the Stack.

  1. Use trial closes. Ask frequent yes questions, especially right after a case study.
  2. Pick mini closes. Choose from sixteen, such as money is good, disposable income and money replenishes.
  3. Create your own. Turn an unused story from your inventory into a close, such as Investing vs. Buying.

From chapter: SECTION THREE: “10X Secrets”: One-to-Many Selling, pp. 240–347

The Live Presentation Webinar Funnel

The eight-step weekly loop for perfecting a Perfect Webinar.

  1. Send traffic to a curiosity-led registration page. Use a how to without headline and a strange image.
  2. Offer a self-liquidating offer on the thank-you page. Sell a $37 to $47 product or a trial to cover ad costs.
  3. Send indoctrination emails. Presell each of the three secrets.
  4. Send reminders. Email and text from Wednesday through the hour before.
  5. Present live on Thursday. Track attendance and close rate.
  6. Send follow-ups. Replay emails with urgency and scarcity.
  7. Close the cart. Disable buy buttons at midnight on Sunday.
  8. Repeat. Run it weekly for a year or until it reaches the Two Comma Club.

From chapter: SECTION FOUR: Becoming Your Dream Customer’s Guide, pp. 348–404

The Perfect Webinar Shortcut

A way to make a Perfect Webinar in 15 minutes and deliver it live on social.

  1. Name the new opportunity. Decide what you are offering.
  2. Write the special offer. Sketch the Stack on a whiteboard.
  3. Choose the Big Domino. Pick the one belief.
  4. Choose the origin story. Pick the story that tests the domino.
  5. Write three frameworks and false beliefs. Cover vehicle, internal and external beliefs.
  6. Go live and close. Present on Facebook Live or similar, then run the Stack and close.

From chapter: SECTION FOUR: Becoming Your Dream Customer’s Guide, pp. 348–404

The 5-Minute Perfect Webinar

A short Perfect Webinar for ads, landing pages and low-priced products.

  1. Open with a big misconception. Say Did you know that.
  2. Introduce yourself and the big idea. Give your name, role and accomplishment.
  3. Share three secrets. Give each one a big idea and why it matters.
  4. Answer the objection. Reveal the truth behind it.
  5. Present the offer and a deadline. Click the link, with a reason prices may rise.

From chapter: SECTION FOUR: Becoming Your Dream Customer’s Guide, pp. 348–404

Plugging Expert Secrets into the Value Ladder

Shows where each epiphany element belongs in each funnel type.

  1. Epiphany ads. Run Epiphany Bridge stories, 5-minute webinars or shortcuts as ads.
  2. Email epiphany follow-up funnels. Run the webinar as a soap opera sequence of five emotion emails, two logic and two fear.
  3. Epiphany lead magnets. Retell the Epiphany Bridge story on the lead page.
  4. Epiphany unboxing funnels. Use the 5-minute webinar as the sales video.
  5. Epiphany VSL and webinar funnels. Record the full webinar or a 30-minute version.
  6. Epiphany product launch funnels. Split the webinar across a sequence of launch videos.

From chapter: SECTION FOUR: Becoming Your Dream Customer’s Guide, pp. 348–404

Working with Tom on this

Tom works with creators and founders one to one, from a single session to a fractional role. Work with Tom

Back to the bookshelf