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

4.40  ·  Rating details ·  1,493 ratings  ·  130 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 4.40  · 
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 ·  1,493 ratings  ·  130 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
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
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.
Alejandro I 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
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:
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!
Devon Meadows
Russel Brunson is a smart guy but makes me feel gross at times.
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
Aug 20, 2019 rated it it was amazing
Can't recommend this enough also! Will be reading this again soon
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
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...
Logan Streondj
Jul 20, 2018 rated it it was amazing
quite an amazing read and reference covering many essential parts to making money selling information or idea products. i found the sales script tutorial especially fascinating and have been working on it for some time. I think this book has really helped focus my vision and think about many aspects about how to get my projects working and making money.
Tomas Laurinavicius
Aug 06, 2017 rated it it was amazing
I must disclose that I am already a big fan of Russell Brunson. This is another brilliant book with actionable strategies and explanations designed to help you figure our your strengths, find your audience, design and sell your products and most important transform lives with your knowledge.
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
Bruce Harpham
Mar 25, 2018 rated it it was amazing
Shelves: marketing
Read this a week after reading through Brunson's first book "Dot Com Secrets." I liked the book's structured approach to copywriting. For example, he describes a process to create a sales oriented webinar (and that you should deliver it live many times before considering to automate it). I also liked the section near the end explaining ways to implement the "Dream 100" concept - an excellent option to supplement or replace acquiring leads through paid advertising.

I would have liked to see more d
Stepan Lorenc
Oct 16, 2018 rated it liked it
For a person that is actively learning about marketing and entrepreneurship, there isn't that much that this book will add. There are couple good points, but mostly it is about teaching you the perfect webinar structure (about 60% of the book), which may be very helpful if webinars are a way to promote your business. As mentioned in other reviews, another big part of the book is the author trying to convince you that his way is the best way and you should spend money on his business now.

I will m
Alex Brodsky
Aug 07, 2019 rated it it was amazing  ·  review of another edition
Russell Brunson is cheesy and his sales websites are in-your-face like a used car salesman - BUT he is one of the smartest marketing gurus I have learned from time and time again. This book is rated a 4.5/5 and he is literally selling you his products the entire time, so imagine how great the content outside of the selling is.

Brunson knows exactly how to sell to people. He knows how you provide value, how you tell your story and gives you every single step to build this content so you can get o
Jun 24, 2018 rated it it was amazing  ·  review of another edition
Great Marketing Refresher Even for Long Time Online Marketers

I expected this book would be a sales pitch but it was jam packed with step by step advice to create a sales webinar, generate more leads, and close high ticket coaching clients. Even as someone who doesn’t sell coaching, I felt there were so many things that were applicable, that I’ve forgotten in marketing or I’ve gotten lazy about. And, definitely some new ideas too. A bit surprised to say I highly recommend this to anyone selling o
Daniel Wirtz
Sep 15, 2019 rated it liked it
I wouldn't doubt for a second that the Russell Brunson and his "inner circle" are making the amount of money that is stated in different case study throughout the book. The claims are crazy, but since the process is extremely manipulative it is plausible.

Although the book seems like a handbook for scammy gurus, the advice is solid. Russell shares a lot of practical tips on how to build funnels, close people and build movements. When these ideas are processed enough caution, they can be very valu
Mariusz Turek
Dec 21, 2019 rated it it was amazing
Wow, what a book. I don't care if Russell wrote it just to get people into his sales funnel or not - I vastly enjoyed this eye-opening masterpiece.

In short- it's a book on how to become an expert in any knowledge-related field and then monetize that expertise. Knowledge industry is one of the fastest developing niches nowadays and I found it fascinating to read how to deepen your expertise, create a product around it and promote it through email marketing / funnels / FB ads and so on. Read it i
Jan 20, 2020 rated it it was amazing
Shelves: marketing
This is just amazing to read. Full of applicable information. It all depends on your beliefs or rather limiting beliefs. According to these beliefs you might look at this book as if it was just a big sales letter. Or you might actually learn everything that Russell Brunson has kindly shared there and not only that but also applied everything in front of you.

I believe we all can change the world and I believe that this book has gold in it to one with right mindset, belief system and willpower.

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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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