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

4.19  ·  Rating details ·  2,979 ratings  ·  188 reviews
Expert Secrets helps people find their message and then create a mass movement of people who will pay them for that advice.
Published June 2nd 2017 by Morgan James Publishing
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Average rating 4.19  · 
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 ·  2,979 ratings  ·  188 reviews

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Aug 01, 2017 rated it really liked it  ·  review of another edition
Expert Secrets is an obvious attempt to entice readers to spend hundreds or thousands of dollars on Russell Brunson's ClickFunnels products.

I'm glad I read it anyways.

Half the book is Brunson's tactical advice on how to create the perfect webinar, which I have zero interest in.

I'm glad I read it anyways.

Everything Russell Brunson writes in Expert Secrets leads me to believe he's the type of guy who won't hesitate to embellish the truth to manipulate people into giving him their money.

I'm glad
May 31, 2019 rated it liked it  ·  review of another edition
This book is about branding yourself and creating an online business. There is a small section about identifying your expertise by filling in this statement 'I want to teach people who ___ on how ___.' An example would be 'I want to teach people who are trying to lose weight on how to follow the keto plan without giving up carbs entirely.' Most of the book is about how to market yourself and create presentations/courses/etc. that hook people in. There is also frequent sales pitches for the autho ...more
Russell Brunson is a smart marketer. His other book named Dotcom secret is what I consider a bible for online marketing because it is relevant and will be relevant. But I do not recommend this book if the purpose is to upgrade your knowledge in online marketing. 

Although there are some valuable things mentioned in the book, readers can't deny that the book feels like another promotion vehicle for ClickFunnels. 

Grab your copy here.
Bart Van Bos
Sep 21, 2019 rated it did not like it
Although there are some valuable things mentioned in the book, readers can't deny that the book feels like another promotion vehicle for clickfunnels (and if you look online what clickfunnels is and you watch some of the youtube comments on it, you'll realise it's yet another sales spammer tool). I categorize this book in the genre "how to become a millionaire in one year". It's filled with highly manipulative nonsense, which is repeated over and over endlessly. Last but not least... it's all ab ...more
Mark Manderson
Jul 05, 2020 rated it it was amazing
One of the best books I've read for the online market.
So many tactics.
My top takeaways:
Your results are your credentials.


Encourage their dreams.

Justify their failures. 

Allay their fears. 





Encourage their dreams.

Justify their failures.

Allay their fears.

Confirm their suspicions. 

Throw rocks at their enemies. 


People want t
Alejandro Sanoja
Jan 01, 2019 rated it really liked it
This book is PACKED with valuable and actionable insights! Easy to read too.

I had seen several of Russell's ads online and thought that he was just "another online sales guy" and his "free book" offer was just a scam. I was wrong!

This this is a step by step map about how to create a business by selling your advice. As simple as that. It is amazing how much knowledge and wisdom is packed in this book. Russell references A LOT of the TOP BUSINESS BOOKS out there, which validates a lot of the strat
Lou Bichard
Sep 09, 2017 rated it really liked it
A great marketing book. Especially from the angle of the individual wanting to invest in their own skills. The opening line: "Expert secrets is the second part of a journey you have already started" sums it up pretty well. I'll be reaching for this book again in the future when it comes to positioning a product or individual. A call to arms for individuals to capitalise on their skills and share them with the world. Russell offers some serious advice on positioning products and expertise. ...more
Johnny Malloy
Aug 17, 2017 rated it liked it
If you are interested in digital marketing Russell Brunson has collected so many ideas here that it is pretty much a must read. His style of marketing is very aggressive - the book itself is basically an ad for his products. But there is so much good material and ideas here to draw from if you are looking to grow your business online. Not a huge fan of how he seems primarily concerned with being "rich" and hanging around millionaires and having status be so important to his life. But this is par ...more
Ken Poirot
Oct 20, 2019 rated it it was amazing
This book gave me a lot of great ideas.

Anyone who wants to learn about turning their passion into a real business will benefit from this book.

I found a place to pick up a free copy here:
Devon Meadows
Russel Brunson is a smart guy but makes me feel gross at times.
Yvette Bowlin
Apr 04, 2019 rated it it was amazing
One of the best business books I've ever read. And re-read. And re-read. Russell lays it out completely, thoroughly and simply. To follow his outline will have you running your internet marketing biz in no time.

This book offers the encouragement, motivation, inspiration and how-to that I needed to start thinking about what I do as a movement -- a chance to change the world.

Rihab Sebaaly
Dec 19, 2018 rated it really liked it  ·  review of another edition
My rating might change when I reas more business books... But for now, this book was extremely fascinated and I learned many interesting things because of it... I definitely have to reread it to be able to digest all the concepts and ideas discussed in it!
- Keep things at third grade level when speaking

A lot of nuggets
Aug 20, 2019 rated it it was amazing
Can't recommend this enough also! Will be reading this again soon ...more
Yishai Back
Well I admire Russell for how he thinks and what he has accomplished, this book pretends to be more helpful than it actually is. It is a good primer for marketing but it tries to be all encompassing, and he basically claims that this is THE secret to marketing ANYTHING. The reality is, marketing and sales are much bigger than the system he advocates using, and by focusing so much on a one size fits all solution it leaves one wondering - how can I actually apply this? The answer is not clear beca ...more
Sergiusz Golec
[+] Great intro into an info-business (of the Experts).
[+] Several great concepts, including "Red vs Blue" ocean, 3 markets (wealth-health-relationships), The One Big Domino (of belief/obstacle/aim), Epiphany bridge (story of AHA moment(s)), Samples of the sales scripts and webinar business plans. I saw it many times live, and now that book helped me to understand the backstory of many "selling" Celebrity-Experts behaviours.

[-] Author tries to sell his other products, a lot. Top 1 - the Funnel s
LeikHong Leow
Sep 17, 2019 rated it it was amazing  ·  review of another edition
Honestly, I like the book, even though Brunson spend most of the time selling his Click Funnel's service and why do you need a funnel.

Overall, Brunson did share his success story on how he got his business started and how he landed on Click Funnel that made him his fortune. He did share the step-by-step process on how you can structure your marketing strategy, how to find your niche, how to write your marketing message and many more. Even you choose not to use Click Funnel as your marketing tool
Terra Dawn
Mar 23, 2018 rated it it was amazing  ·  review of another edition
Sure...he mentions his products...

But this is SOLID information. I’ll be honest...I joined the ClickFunnels community, but I quickly found it wasn’t for me. I cancelled before my 14 day trial was over. The information inside of this book, however, is SOLID gold. He really doesn’t hold back and wraps Traffic, sales and sign ups for you with a little nice bow on top.

He HONESTLY mentions click funnels around a total of two times in the entire book...and they are valid references. I enjoyed the boo
Rose Moore
Apr 04, 2021 rated it did not like it  ·  review of another edition
this book has some basic marketing strategies, and once you read it you will be able to see easily who online is using these methods based on some specific wordings. I won't detail them here. If you want to make money at any expense of your integrity go ahead and read it. I mean this with no judgement. Its a hard knock life out there and I have seen these methods work for some of my entrepreneur friends. Be advised though, if your company is based on any sort of ethical standards you will lose i ...more
Chuck Cova
Aug 16, 2017 rated it it was amazing
Gets better each time I read this book...

Really enjoy Russell Brunson's ideas, insights, and energy. This book unpacks in a very orderly way how he made his way to significant success in internet marketing. But through it all, I get the sense that he is a pretty grounded guy, with his priorities in the right place.

I do plan to follow up with him for my own ideas, when the time is right...
Lucas Windhager
Not as good as dotcom secrets and more theoretical than I thought.

I really wasn't that interested in reading how movie stories are written and structured.

Also, more suitable for people selling information products. If you're selling physical products it will be helpful, although not that much.
Jun 16, 2019 rated it did not like it  ·  review of another edition
Trash ass bro marketing
Chris Weatherburn
Mar 28, 2021 rated it really liked it
If you are interested in selling this is a useful book, here is my summary:

Information alone isn’t enough, instead it’s the skilful application of the right information at the right time that can change your life. Keep putting out content, initially this is for you, not your audience this allows you to find your voice.

When your messages cause polarity, it attracts attention and people will pay for it. Be aware as you become more polar in your message, you will also notice that people on the oth
Justin Wiebelhaus
Apr 18, 2022 rated it really liked it
A quality book on developing a niche, building a following, creating a funnel, and running webinars. One of the biggest takeaways is coming up with a new opportunity instead of just slight improvements for your product. You want people to see this as a change in the way they do things, not just "a better... more improved..." I also liked finding the right niche in the "prolific zone" not being a piece of common knowledge and not being on the extremes. Also, a big theme is becoming a leader/ expe ...more
Simone Vittorini
Dec 24, 2021 rated it really liked it
Sped read it at first and didn't like it.

Since it's a mass book about copy I (wrongly) assumed it wouldn't be good enough for a more experienced DRCopywriter

I then took the time to absorb it fully and realized I was wrong.

Ofc it doesn't go deep into many things...

Such as the awareness level of a market (it does but on expert secrets) and how you should adapt your message to it

Ot the big idea (from todd brown's book)

Or the fact that the new opportunity is basically a unique mechanism that you u
Oct 14, 2018 rated it really liked it
Who doesn't want to make an online business and conquer financial freedom?
This book is a real boost for anyone to turn his passion into a business.
An easy read from someone who started from scratch and succeeded.

The basic steps are:
1. Get interested in something 2. Absorb knowledge, become "an expert". 3. Teach others and sell this service/products.
"taking the life lessons that you’ve learned, and packaging them into information products, coaching, and consulting"

Thinking of it, we naturally lik
Brett Olson
Jul 23, 2019 rated it it was amazing
The book builds on the previous title of 'Dot Com Secrets' and applies the principle for a consultant in a field who has the experience to be consider a leader or expert.

It details step by step how to build an online sales funnel delivering value to a potential customer regardless of what stage they are at, for instance, research all the way up to ready to buy.

In my case, being a specialist in finance & Mortgage Broker, how can I deliver value to a potential customer who has just started on the
Karthik Palaniappan
Nov 02, 2019 rated it it was amazing
I usually like to read books that boast about having a lot of intellectual content.

Expert Secrets is not one of those books.

However, it is a practical book that helps you with the following:

1) Understand what building an expert business requires.

2) Offers one solution/framework that will help you do just that. This part is salesy - where the author Russel sells his products, but he does it in a non-intrusive manner.

3) Gives you storytelling templates that work, especially in sales situations.

May 13, 2020 rated it it was ok
The author is generous about sharing how he actually builds his movement and true fans and I appreciated that.

Although I had some insights,
I can’t help but feel that the author’s approach is manipulative.

I understand that breaking false beliefs that keep people from buying and letting them see a new way of experience the world is one of the things we can offer but I thought that the process could be more caring instead of just telling more stories to debunk the ‘falseness’ of their beliefs and m
Scott McRae
Oct 17, 2020 rated it really liked it
There’s a lot that I liked about this book. And there’s a lot that turned me off. In terms of the latter, there is a tone in this book that feels slick and gamey. There are clear message that the primary aim is to help people, and I like me that. However, that message often got drowned out for me by what felt like hype. And, one of the currents running through it is a sales job for Clickfunnels, which is his right, but I found it annoying.

And, in spite of all this, I liked the book and gained a
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Russell Brunson is a digital marketing entrepreneur, author, coach, and speaker.

He was born in 1980 in Provo, Utah, United States, where he grew up to develop an interest in business and other hobbies.

He long started developing his marketing skill when he was much younger as he would collect junk mails, used radio and television ads, seizing every business opportunity just to get as far as possib

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“You have life experiences and talents that others don’t have that do give you an unfair advantage. By getting your process to work for others, you lose those unfair advantages and you have to adjust your process to make up for those shortcomings.” 0 likes
“Showing them that it didn’t just work for you, but it also worked for people just like them, is the key to getting them to believe in your framework.” 0 likes
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